ITV

Category: Marketing

  • CMOs court AI but still swear by human touch in Dentsu’s 2025 report

    CMOs court AI but still swear by human touch in Dentsu’s 2025 report

    MUMBAI: In the age of algorithms, it seems imagination still has the final word. Dentsu Creative’s freshly released CMO Report 2025 reveals that while artificial intelligence is now deeply woven into marketing practice, senior marketers insist human creativity, empathy and cultural intelligence remain irreplaceable.

    The study, titled Agents of Reinvention: Marketing at the Intersection of AI and Human Ingenuity, draws insights from 1,950 plus CMOs across 14 markets from India and the US to Japan and Brazil. Its central paradox? In a world governed by AI, humanity becomes the most valuable differentiator.

    Key findings highlight the balancing act CMOs face:

    . 30 per cent plus use AI daily, but 78 per cent agree AI can never replace human imagination, up 13 points from 2024.

    .  87 per cent say strategy now demands more empathy and creativity, not less.

    . 71 per cent fear invisibility without “winning the algorithm”, yet 79 per cent worry optimisation breeds sameness.

    .  84 per cent believe brands must win share of culture, not just share of voice.

    .  90 per cent see social and influencer content as outperforming traditional ads, while 91 per cent believe brands are built through creator collaborations (though 82 per cent fret about losing control).

       Innovation budgets are rising too 70 per cent plus plan to allocate over 20 per cent of spend to innovation in 2026 and beyond.

    The report also flags a striking shift in Connected AI adoption: 89 per cent expect “agentic AI” where digital agents curate travel, shopping and more to reshape business, but the same proportion say trust and taste will matter more than ever.

    Global dentsu leaders underscored this duality. Global CCO Yasu Sasaki noted that AI “is exceptional at prediction, but creativity is unpredictable by nature,” while CSO Patricia McDonald warned that “if every brand chases the same signals with the same tools, we’re just running harder to stand still.”

    For India Dentsu CEO of creative & media brands Amit Wadhwa summed it up neatly: “Algorithms may shape what we see, but imagination, empathy and culture shape what we remember.”

    In other words, CMOs in 2025 aren’t just coding for clicks, they’re betting that the brands which out-human the algorithm will be the ones that endure.

  • Bonga Bonga toasts triple win, putting Indian liqueurs on global map

    Bonga Bonga toasts triple win, putting Indian liqueurs on global map

    MUMBAI: Raise a glass! India’s first homegrown liqueur has gone global in style. ‘Bonga Bonga Mystery Liqueur’, the debut brand from Indobevs, has made history by becoming the first Indian liqueur to win accolades across three of the world’s most prestigious spirits competitions in the same year.

    Launched in 2025, Bonga Bonga clinched silver at The Spirits Business Global Asian Masters, silver at the World Liqueur Awards, and bronze at the International Spirits Challenge. For a debutant label, that’s a hat-trick many established global players would envy.

    These aren’t just any awards. The International Spirits Challenge, now in its 30th year, attracts thousands of entries from more than 70 countries, judged by distillers, bartenders and design experts. The World Liqueur Awards benchmark the very best against Europe’s legacy names, while the Asian Spirits Masters strips branding away to judge on taste alone.

    “From day one, Bonga Bonga was imagined for the world,” said Indobevs, cmo,  Anupam Gurani. “We wanted something global, alive and true to Indobevs’ DNA of innovation. Winning across three of the industry’s most credible stages affirms that ambition and shows a readiness among drinkers to embrace brands that tell new stories.”

    What makes Bonga Bonga different is its secret blend of over 40 botanicals: rosemary, thyme, lavender, cinnamon, ginger, honey and more, crafted into a layered, sharp profile. Served at –10 degree celsius as a pure shot, it’s not designed as a mixer but as a ritual: crisp, bracing and unapologetically bold. Each bottle comes with an infuser that lets drinkers add dried herbs to invent personal flavours, turning every pour into a canvas for creativity. Even the bottle itself is designed to live on: reused, repurposed and reimagined long after the last drop.

    For Indobevs, best known for cult favourite Brocode, Bonga Bonga is a category-bender, refusing to fit neatly into the global spirits playbook. With futuristic design, playful irreverence and a focus on participation as much as taste, the brand positions itself as a “category of one.”

  • Paisabazaar banks on bonds & FDs with new wealth management foray

    Paisabazaar banks on bonds & FDs with new wealth management foray

    MUMBAI: Paisabazaar, one of India’s largest consumer credit marketplace, has taken a bold step into wealth management by launching fixed deposits (FDs) and corporate bonds on its platform.

    Best known as the go-to hub for free credit scores and loans, the fintech giant now wants to be the one-stop shop for all things money. “Our vision is to be a lifelong financial partner by offering a full suite of borrowing, saving and investment options,” said Paisabazaar, ceo, Santosh Agarwal.

    The move comes on the heels of PB Money, Paisabazaar’s personal finance management tool built on the account aggregator framework. With the latest launch, the platform promises retail investors a digital-first, transparent experience to compare, choose and book investment products, all from the comfort of their phones.

    FDs from players like Bajaj Finance, Suryoday Bank, Shivalik SF Bank, Slice SF Bank, Utkarsh SF Bank, Shriram Finance and South Indian Bank are now live on the app. Meanwhile, corporate bonds, powered by SEBI-regulated Grip Invest are being pitched as a high-yield alternative, with potential returns of up to 13.25 per cent, and investments starting as low as Rs 1,000.

    Investors can filter bonds by yield, credit rating and ticket size, and even access SEBI-registered analysts’ curated advice on theme-based portfolios. The aim: to make fixed income appealing again.

    Long term, Paisabazaar plans to balance its credit engine with savings and investment offerings, while targeting underserved and ‘new-to-credit’ segments. The company believes its data-led approach will deepen customer engagement and build a resilient, diversified model.
     

  • TV9 Festival strikes a high note with Shaan, Sachet–Parampara in Delhi

    TV9 Festival strikes a high note with Shaan, Sachet–Parampara in Delhi

    MUMBAI: When beats meet bhajans and pop collides with pujo, you know Delhi’s in for a spectacle. The third edition of the TV9 festival of India promises to be bigger, brighter and louder, bringing together music, culture, food and fashion in a five-day carnival at the Major Dhyan Chand National Stadium from 28 September to 2 October 2025.

    TV9 Network, which has seen huge success with the past two editions, is upping the tempo this year with star-studded concerts, celebrity DJs, dazzling dandiya nights and Delhi’s tallest Durga Puja pandal. “With the grand success of the last two editions, we are raising the bar this year. The festival reflects the spirit of India: culture, tradition, festivity and modernity,” said TV9 Network, COO, K Vikram.

    Headlining the line-up are Bollywood favourites Sachet–Parampara and Shaan. The duo, known for chartbusters like Bekhayali, Maiyya Mainu and Raanjhan, will perform on opening night, 28 September, while Shaan, the golden voice behind classics such as Chand Sifarish and Woh Pehli Baar takes the stage on 1 October.

    But the music doesn’t stop there. Dandiya nights will keep the floor alive with a Bollywood-meets-Garba twist: DJ Sahil Gulati spins on 29 September, DJ D’ark on 30 September, and a top international DJ closes the celebrations on 2 October. Add to that day-long live acts ranging from folk and fusion to indie beats, and you’ve got a non-stop sonic feast.

    The festival, however, is not just about music. A sprawling lifestyle expo will showcase everything from handicrafts and home décor to fashion, beauty, tech and jewellery, alongside international stalls. Foodies can eat their way across the country with delicacies from Kashmir to Kanyakumari, while workshops, contests and art corners keep younger visitors entertained.

    At its spiritual heart lies the awe-inspiring Durga Puja celebrations, with rituals, décor and a towering pandal that promises to be a visual and devotional centrepiece.

    With something for everyone, whether you’re a shopaholic, a foodie, a culture buff or just chasing a great night out, the TV9 Festival of India is shaping up to be the capital’s biggest festive bash. Tickets for concerts and dandiya nights are available on Bookmyshow, while the lifestyle expo is free to attend daily from 10 am to 6 pm.

     

  • Visit Dubai’s new campaign says ‘Yeh Bhi Dubai Hai, Bro!’ with Bassi & Harsh Gujral

    Visit Dubai’s new campaign says ‘Yeh Bhi Dubai Hai, Bro!’ with Bassi & Harsh Gujral

    MUMBAI: Dubai is cracking jokes and breaking travel clichés. Visit Dubai has rolled out its latest campaign, ‘Yeh Bhi Dubai Hai, Bro!’, starring Indian stand-up favourites Anubhav Singh Bassi and Harsh Gujral. The campaign takes a playful spin on discovery, showing that just when you think you’ve seen it all, Dubai pulls another surprise.

    Targeted at India’s comedy-loving audience, the campaign follows the two comics as they swap punchlines for adventures. Bassi introduces Harsh to the serene mountain landscapes of Hatta, while Harsh straps Bassi in for a heart-thumping ride across the world’s longest urban zipline at Xline Dubai Marina. Along the way, they plunge into the world’s deepest pool at Deep Dive Dubai, play chess in a sunken city, admire vintage bikes, indulge at Asia Asia in Pier 7, take a yacht ride across the Marina, and unwind at Koko Bay.

    The campaign taps into India’s love for stand-up comedy, a genre that’s exploded in popularity over the past decade. Bassi and Harsh, household names for their relatable humour, bring a touch of authenticity and friendship to the narrative. Their banter feels less like a marketing film and more like a comedy sketch-turned-travel diary.

    Dubai’s Department of Economy and Tourism, regional director of proximity markets, Bader Ali Habib, said the idea was to capture the blend of fun, spontaneity and discovery that resonates with Indian travellers. “Their journey shows Dubai is full of moments that spark excitement, from thrilling adventures to hidden gems, all wrapped up in the city’s unbeatable energy,” he added.

    For Bassi, the project was a reunion with a friend in one of his favourite cities. “Working on something that didn’t feel like typical marketing but more like two friends exploring and having fun was amazing,” he said. Harsh echoed the sentiment, laughing about Bassi’s reaction to the zipline and reflecting on Dubai’s ability to surprise him even after multiple visits.

    With its short flight time, seamless connectivity and ever-expanding list of experiences, from adventure sports to shopping, food, culture and iconic landmarks, Dubai continues to position itself as India’s go-to getaway. And as Bassi and Harsh prove, there’s always a new punchline waiting around the corner.

  • Motorola dials up ‘Big billion moto rush’ with record-low festive smartphone deals

    Motorola dials up ‘Big billion moto rush’ with record-low festive smartphone deals

    MUMBAI: The big billion buzz is here, and Motorola is leading the charge. Motorola has announced its ‘Big billion moto rush,’ unveiling its lowest-ever prices on bestselling smartphones during Flipkart’s big billion days sale 2025, which kicks off at midnight on 23rd September (early access from 22nd September).

    Leading the charge is the motorola edge 60 pro, a flagship powerhouse featuring a Pantone-validated triple 50MP camera system, the world’s most durable 6.7” 1.5K true colour quad-curved display, and a 6000mah battery with blazing 90W turbo-power charging. With motoAI and deep integration with Google Gemini, Microsoft Copilot, and Perplexity, it packs cutting-edge AI tools at festive special prices starting Rs 24,999.

    The motorola edge 60 fusion, dubbed the “all-rounder under Rs 20,000,” lands with a Pantone-validated 1.5K display, Sony LYTIA 700C camera, and military-grade durability, available from Rs 19,999.

    In the mid-range, the moto g96 5G brings a 144Hz curved Poled display, Snapdragon 7s Gen 2 processor, and 50MP OIS Sony camera for just Rs 14,999, while the moto g86 power shines with the segment’s brightest 1.5K display and a 6720mAh battery, priced at Rs 15,999.

    Style meets smarts in the motorola razr 60, India’s most stylish flip under Rs 40,000. With a gesture-controlled video camera, titanium-reinforced hinge and the largest 3.6” Poled external display in its class, it’s available at a festive steal of Rs 39,999.

    But the savings don’t stop at phones. Motorola is also offering festive-first discounts on its moto buds ‘Loop’ and ‘Bass’ earbuds, moto pad 60 pro, and even laptops, TVs and washing machines.

    With flagship specs trickling down to mid-range prices, Motorola is clearly setting the tone for a blockbuster festive season.

  • V-guard launches ‘Luxecube’ water heater with romantic new ad campaign

    V-guard launches ‘Luxecube’ water heater with romantic new ad campaign

    MUMBAI: V-Guard industries ltd., a leading name in consumer electricals and appliances, has unveiled a new campaign film for its premium Luxecube water heater series, extending its popular ‘Hum, tum aur V-guard’ storyline.

    The film, titled ‘Hum, tum aur kuch extra’, brings back the much-loved couple from the summer campaign. In a playful exchange, the husband hints at “something extra” in their lives, only to reveal he was talking about the Luxecube water heater. The narrative highlights its 38 per cent extra hot water delivery and sleek design, described as “extra hot looks” that enhance the bathing experience.

    The campaign debuted during the India-Pakistan Asia Cup 2025 clash, ensuring mass visibility, and will now extend across OTT platforms, connected TV, and social media to capture digital-first audiences.

    Commenting on the launch, V-Guard Industries Ltd, vp – brand & communication Nandagopal Nair said, “Luxecube reflects V-Guard’s promise of making everyday living smarter, more stylish, and more comforting. By bringing back the same couple, we’ve built continuity while keeping the narrative witty, aspirational, and relatable.”

    Ralph & Das, director & cco, Anil Ralph Thomas, who wrote and directed the film, added, “The film playfully weaves product benefits into a couple’s banter, balancing romance with humor while staying true to V-Guard’s distinctive storytelling.”

    Echoing this, Ralph & Das, director & ceo, Kaustav Das said, “We’ve always believed in breaking category norms. Instead of shouting features, we’ve crafted a tone that is warm, engaging, and different: the V-guard way.”

    With Luxecube, V-Guard continues to expand its premium water heater portfolio, targeting aspirational homeowners seeking a balance of functionality, design, and comfort.

  • Shubman Gill turns up the heat with Beats’ fiery ‘Burn Bright’ campaign

    Shubman Gill turns up the heat with Beats’ fiery ‘Burn Bright’ campaign

    MUMBAI: Gill’s got game, and now, he’s got Beats to match. Beats has unveiled its latest campaign, ‘Burn Bright’, starring Indian cricket sensation and brand ambassador Shubman Gill, alongside the brand’s flagship workout earbuds, Powerbeats pro 2.

    For Gill, training isn’t just routine, it’s ritual. “Training is where I build my game. It’s quiet, focused, and personal. Having the right sound with Beats helps me lock in and zone out the noise,” he said. “Beats isn’t just about music, it’s about bold energy and staying true to yourself. I’m proud to bring that spirit to this campaign.”

    The Powerbeats pro 2 are built with athletes in mind, boasting heart rate monitoring, active noise cancellation, transparency mode, adaptive EQ, and up to 45 hours of battery life with the case. They also support Qi wireless charging and come in four bold shades, jet black, quick sand, hyper purple, and electric orange, retailing at Rs 29,900 on apple.com/in.

    Beats, chief marketing officer, Chris Thorne said Gill embodies more than cricketing skill. “Shubman is more than just a cricket star. He represents a new generation of athletes who bring style, substance, and individuality to everything they do. This campaign is a celebration of his precision, passion, and the powerful role music plays in his mindset both on and off the pitch.”

    ‘Burn Bright’ is the latest in a series of global campaigns featuring sporting icons, joining a roster that already includes Lionel Messi, LeBron James, Erling Haaland, Kobbie Mainoo, Qinwen Zheng, and Lamine Yamal.

    With Gill fronting the campaign, Beats is betting that cricket’s rising flame will keep glowing, and burning bright.

  • Hero Motocorp and VML launch ‘Naye Indian ki deluxe bike’ campaign

    Hero Motocorp and VML launch ‘Naye Indian ki deluxe bike’ campaign

    MUMBAI:  Hero Motocorp, the world’s largest two-wheeler manufacturer, has unveiled a new campaign for its ‘HF deluxe pro’ motorcycle in partnership with VML, the global brand and digital transformation agency. Titled ‘Naye Indian ki deluxe bike’, the campaign pays tribute to the resilience, optimism, and quiet heroism of everyday Indians who move the nation forward.

    The all-new ‘HF deluxe pro’ brings bolder styling, smarter features like an LED headlamp, and enhanced fuel efficiency to India’s leading 100cc motorcycle. The campaign takes a significant creative leap from conventional category advertising, anchoring the bike’s reliability in a heartfelt narrative of courage and compassion.

    At the centre of the film is the story of a rider who embarks on a daring mission through dense forests to reunite a lost baby elephant with its mother. The ‘HF deluxe pro’ becomes his trusted ally: strong, dependable, and built to endure every challenge. Through this powerful metaphor, the campaign celebrates the new-age Indian who doesn’t just aspire for change but actively builds it.

    “At Hero Motocorp, our journey has always been intertwined with the spirit of real India: the quiet force that propels our nation forward,” said Hero Motocorp, head of marketing, Aashish Midha. “With the HF deluxe pro, we proudly present a motorcycle that mirrors the very essence of every Indian rider: resilience, innovation, and unwavering trust. VML has masterfully translated this vision into a campaign that is both deeply emotional and powerfully purposeful.”

    VML India, ceo, Babita Baruah added, “Great brands don’t just sell products; they inspire culture and spark emotion. With Hero MotoCorp, we found the perfect synergy to tell a story that celebrates the resilience and quiet heroism of everyday Indians. This campaign reflects our belief in purposeful creativity, where every frame leaves a lasting impact.”

    VML, group chief creative officer, Kalpesh Patankar said, “The most successful work is always rooted in truth. This film was created to resonate with millions of Indians in the country’s heartlands, using emotion as the strongest connector between brand and people.”

    With refreshed graphics, chrome accents, a segment-first LED headlamp, and a horizon digital console, the ‘HF deluxe pro’ is built for both style and everyday practicality. Its 97.2cc engine with i3s technology delivers smooth performance and superior mileage, making it a reliable partner for millions of families.

    The campaign is now live across television, digital, print, and outdoor platforms.

  • JBL, VDO.AI and Havas Media tune into festive storytelling on CTV

    JBL, VDO.AI and Havas Media tune into festive storytelling on CTV

    MUMBAI: This Diwali, JBL is giving festive advertising a new sound. The premium audio brand has joined hands with advertising technology leader VDO.AI and Havas Media India to launch an interactive connected TV campaign for its latest wireless earbuds, JBL live beam 3.

    Timed to the Diwali shopping rush, the campaign blends discovery with purchase in a single screen experience. At its heart is VDO.AI’s ad suite, featuring a scannable QR Code wrapper that let’s viewers shift seamlessly from watching to buying. A quick scan unlocks the JBL live beam 3 product page, turning the television into both showcase and store. The campaign will reach households in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, Pune, Ahmedabad, Cochin and other fast-growing cities.VDO.AI

    “At JBL, innovation has always been at the core of our brand. With the JBL live beam 3 earbuds, we’re turning sound into a truly immersive experience,” said Harman India consumer audio, head of digital marketing, Akhil Sethi. “This festive season we’re reimagining how product campaigns come alive on CTV. Partnering with Havas Media India and VDO.AI we are transforming awareness into interaction and curiosity into action.”

    VDO.AI, ceo and co-founder, Amitt Sharma added, “With JBL, we saw an opportunity to take a premium brand and give it an equally premium advertising journey. Our CTV technology makes video interactive, ensuring viewers don’t just watch JBL’s product but engage with it. This is the future of advertising.”

    Havas Media India, chief digital officer, Rohan Chincholi said, “CTV is fast emerging as the new prime time. With JBL and VDO.AI, we have created a festive campaign that brings creativity, technology and storytelling together for maximum impact.”

    The campaign is now live across premium CTV environments, creating a festive push in the run-up to Diwali and setting a new benchmark for connected brand experiences.