ITV

Category: Marketing

  • Insured in the moment Generali’s here now backs life’s bold new beginnings

    Insured in the moment Generali’s here now backs life’s bold new beginnings

    MUMBAI: There are moments when life changes in a heartbeat, a new home, a long drive, a daring dream dusted off and revived. In those in-between moments, Generali Central Insurance and Generali Central Life Insurance want to be right there not watching from the sidelines but here now.

    With the launch of its first-ever joint brand campaign, aptly titled ‘Here Now’, Generali Central has brewed together its life and non-life arms under one vivid red umbrella. The campaign marks a new chapter for the brand after the Central Bank of India joined the Generali Group as a joint venture partner earlier this year, a union that marries European legacy with Indian trust.

    And it’s not just another glossy corporate film. From a father teaching his son to drive to a woman chasing fitness goals, the campaign celebrates ordinary people doing extraordinary things choosing hope, courage, and a future shaped by intention.

    “‘Here Now’ is a celebration of new beginnings, those brave, hopeful moments when people choose to move forward,” said Generali Central Insurance chief marketing, customer & impact officer Ruchika Malhan Varma. “Our promise of being a Lifetime Partner means standing beside our customers with empathy, protection, and unwavering support.”

    The idea is as simple as it is emotional that the future isn’t something distant and abstract, it’s built right here, in the choices we make now. “Life insurance is deeply personal, it’s about the people you love and the life you’re building,” added Generali Central Life Insurance chief marketing officer Geetanjali Chugh Kothari. “With Here Now, we wanted to speak to people on a human level, celebrating the everyday moments that make life meaningful.”

    The creative baton for this cross-category campaign was passed to VML India, while Dentsu Media India handled media duties. The result? A sleek, emotionally grounded film that trades boardroom jargon for genuine connection. Visually, it carries Generali’s global signature red wings, now framing life’s pivotal moments, a symbol of presence, partnership, and protection.

    In true Generali style, the campaign doesn’t just live on television screens. It rolls out nationwide in nine languages, spanning TV, print, digital, outdoor, and social platforms. To take it closer to consumers, the insurer has forged smart tie-ups with Uber in Mumbai and Delhi, the Mumbai Metro’s Ghatkopar–Versova Line 1, and even Swiggy’s Food and Instamart apps, a clever blend of mobility, daily life, and digital discovery.

    The brand is also going full throttle on sports and entertainment. Expect to spot Here Now during ad breaks in the India–Australia T20s and India–South Africa ODIs, as well as within Kaun Banega Crorepati and popular news shows tapping into audiences where emotion and engagement run high.

    With a national rollout strategy spanning premium OTT platforms like Youtube and Meta, Generali Central is betting big on both reach and recall.

    But beneath the red wings and media muscle lies something more timeless, a brand philosophy that began centuries ago in Trieste and now beats steadily in India’s heartland. “A Lifetime Partner who is always Here Now” isn’t just a tagline; it’s a promise stitched through the campaign’s storytelling, a reminder that protection isn’t about policies, but about presence.

    So as Generali Central steps into its rebranded avatar, its message lands softly but surely: life doesn’t wait, and neither should your insurance.

    Because the best time to be there for your dreams, your people, your tomorrow is here now.

     

  • When no-show gym goers star in a fitness ad

    When no-show gym goers star in a fitness ad

    MUMBAI: What if your unused gym membership finally did some heavy lifting? That’s exactly the cheeky idea behind SW Network and Anytime Fitness India’s new campaign, a clever take on the universal truth that many people pay for gyms they rarely visit.

    The campaign’s heart lies in a playful ad film that swaps guilt for good humour. It shines a light on the relatable cycle of enthusiasm, excuses, and self-awareness, proving that everyone deserves a fresh start, no matter how many workouts they’ve skipped.

    Once the film struck a chord, the message spilled onto billboards across major cities, each carrying a witty reminder of India’s most common fitness confession, the ghost gym-goer.

    “We wanted to approach a very real human truth with warmth and wit,” said Sociowash co-founder Raghav Bagai. “This campaign is about saying we understand you, and we’re rooting for you.”

    Echoing that sentiment, Anytime Fitness India CEO Vikas Jain added, “At Anytime Fitness, we’re more than a gym. We know life gets in the way, and we want to help people find their way back, with positivity, not pressure.”

    The creative spark came from Sociowash creative director Vaibhav Mukim who said, “The truth itself was creative enough. We didn’t need to exaggerate it.”

    With its mix of storytelling, humour and heart, the campaign fits right into Anytime Fitness’s be fit fest initiative, proving that fitness doesn’t have to be perfect, just personal.

     

  • ANOR polishes a new era of modern luxury

    ANOR polishes a new era of modern luxury

    MUMBAI: Luxury just found its new sparkle. ANOR, the homegrown name redefining India’s lab-grown diamond jewellery scene, is setting a new benchmark for modern indulgence, one that blends innovation with intimacy, and brilliance with meaning.

    Founded by Bina Choksi, a fourth-generation diamantaire and self-taught designer, ANOR brings over 75 years of craftsmanship to a category once seen as accessible, now elevated to aspirational. Her creations, marked by architectural precision and soulful storytelling, capture personal milestones in pieces that radiate both artistry and emotion.

    From statement necklaces to timeless bridal keepsakes, each ANOR jewel is hand-finished using ethically grown diamonds and gemstones. “Our clients come to ANOR not just for jewellery, but for an experience,” says Choksi. “They value craftsmanship that feels personal and pieces that hold as much emotion as brilliance.”

    The brand’s latest jewel in the crown is its flagship boutique in South Extension I, New Delhi, a serene space that doubles as a private lounge for bridal collections. Designed around a hospitality-first philosophy, the store offers guests one-on-one interactions with jewellery specialists and Bina herself.

    At the invite-only launch, India’s style elite praised ANOR’s bespoke service and quiet exclusivity, with some calling it “the Zoya of lab-grown diamonds” and “the Tiffany of the new era.”

    With boutiques in New York, Mumbai and now Delhi, ANOR continues to shape the evolution of modern luxury, one shimmering, soulful creation at a time.

  • Hyundai races ahead with 69,894 sales in October

    Hyundai races ahead with 69,894 sales in October

    MUMBAI: Hyundai Motor India hit the accelerator on festive momentum this October, clocking total sales of 69,894 units, driven by buoyant consumer sentiment and a strong SUV line-up.

    The month saw domestic sales of 53,792 units and exports of 16,102 units, marking an 11 per cent year-on-year growth in overseas markets. Leading the charge were Hyundai’s power-packed SUV duo, Creta and Venue, which together notched their second-highest ever monthly sales at 30,119 units.

    “October was a month of festivals and fervour, boosted further by the positive impact of GST 2.0 reforms,” said Hyundai Motor India whole-time director and COO Tarun Garg. “Strong market demand and high consumer enthusiasm powered our SUV sales, and we expect this momentum to continue with the upcoming launch of the all-new Hyundai Venue.”

    With refreshed design, premium features and advanced technology, the upcoming Venue aims to steer Hyundai’s growth to the next gear, keeping the brand firmly in the fast lane of India’s SUV story.
     

  • Going Nuts Over Coffee as Barista Brews a Pistachio Winter Treat

    Going Nuts Over Coffee as Barista Brews a Pistachio Winter Treat

    MUMBAI: If winter had a flavour, Barista Coffee Company has just bottled it or rather, brewed it. This festive season, India’s largest homegrown café chain is going green (and not just environmentally) with a campaign that’s as indulgent as it is inventive. Titled ‘Barista Stars’, the new menu is a celebration of pistachio, that little nut that packs a big punch of flavour and warmth, perfect for the nip in the air.

    The festive spread, launched across 485 outlets in 165 cities, is an ode to indulgence meeting mindfulness. Think Pistachio Affogato, Pistachio Latte, Pistachio Cream Croissant, and even a Pistachio Kunafa Cheesecake, a Middle Eastern twist that’s as photogenic as it is decadent. And just when you thought that was nutty enough, there’s also a Valencia Orange Hot Chocolate in the mix, bringing a citrusy zing to the otherwise cosy affair.

    The menu isn’t just a creative experiment, it’s a full-bodied experience designed around taste, texture, and balance. Each dish reflects Barista’s knack for blending international café aesthetics with Indian palates, marrying creamy indulgence with a hint of wellness.

    Speaking on the campaign, Barista Coffee Company CEO Rajat Agrawal said the winter menu symbolises Barista’s evolving philosophy premium coffee culture with a conscience. “With the onset of winter, we’re delighted to launch our new festive campaign ‘Barista Stars’. Pistachio’s distinctive richness and warmth perfectly complement the season,” he said. “Our goal is to offer customers a wholesome yet indulgent experience, a celebration of flavour without compromising on quality or well-being.”

    The menu, available across all cafés from 20 October 2025, extends beyond the cup, it’s a nod to craftsmanship and café culture as an experience rather than a pit stop.

    Founded in 2000, Barista Coffee Company has long been synonymous with India’s early tryst with coffeehouse culture. Before latte art became Instagram gold, Barista was already pouring stories in ceramic mugs. Over two decades later, it remains the country’s most prominent indigenous chain, one that’s expanded across India and Sri Lanka, carving a niche between global giants and local favourites.

    Today, Barista isn’t just selling coffee, it’s selling conversations, comfort, and community. Its cafés are as much about creative ambience as they are about caffeine fixes. With every menu refresh, the brand continues to redefine what “homegrown” can mean in an industry once dominated by imported tastes.

    The new menu underlines a shift in consumer trends from pure indulgence to mindful luxury. Pistachio, often hailed as the “wellness nut”, fits right in. It brings a guilt-free edge to desserts and beverages, a theme that Barista has consciously leaned into as it strengthens its “premium yet health-conscious” positioning.

    Every offering, from the buttery croissant to the velvety affogato, reflects an obsessive attention to detail not just in flavour profiles but in ingredient sourcing, presentation, and consistency across outlets. That consistency is what’s fuelled Barista’s expansion and made it a comfort brand for café-goers who crave familiarity with a twist.

    In many ways, the ‘Barista Stars’ campaign is more than a festive menu, it’s a brand statement. As India’s café culture matures, Barista seems intent on proving that creativity need not come with a foreign accent.

    The brand’s steady reinvention, whether through curated menus or customer-centric design, has kept it relevant in a crowded market where novelty often burns out faster than a coffee machine at rush hour.

    And while pistachio may be the flavour of the season, the real takeaway is Barista’s ability to balance indulgence with intent, a blend as satisfying as a perfectly poured latte.

    So, if you’re looking to sip something that tastes like winter wrapped in a velvet blanket, you know where to head. Because this season, Barista isn’t just brewing coffee, it’s brewing a mood.

     

  • India’s World Cup heroines set for brand bonanza

    India’s World Cup heroines set for brand bonanza

    MUMBAI: The tears, the tricolour, the trophy. When Harmanpreet Kaur’s side defeated South Africa by 52 runs on Sunday night to claim India’s first-ever women’s World Cup , they didn’t just etch their names in cricket history—they opened the door to a commercial windfall that could redefine women’s sport in the country.
    With a packed stadium erupting as the final wicket fell, and millions more watching across the nation, the brand equity of several players is set to soar. Marketers and advertising agencies are already sharpening their pencils. Amongst the players who look to be front-runners in this dash for sign ups figure: 

    Smriti Mandhana: There’s no denying her talent or her appeal. Good looks, certainly, but above all, world-class batting skills have made her a hero for millions. Mandhana is second in the tournament’s run charts. The World Cup triumph will only cement her cult status.  Her endorsement portfolio includes giants like Hero MotoCorp, Hyundai, Red Bull, Garnier, Wrangler, and PNB MetLife, but expect it  to expand dramatically.

    Harmanpreet Kaur: She showed tenacity as captain, leading from the front and taking a fantastic catch to end the South African innings. More importantly, she steered her team through three losses during the tournament—defeats that could have derailed any side. But not Harmanpreet. She kept the team’s belief intact, insisting they weren’t looking left or right, only at their end goal. That grit under pressure is precisely what brand managers look for. She has done endorsement for brands like HDFC Life, ITC, Boost, Ceat, Puma, Tata Safari, Asian Paints, Jaipur Rugs, The Omaxe State, Big Flex, and Hapipola.  That surely is set to balloon exponentially now.

    Jemimah Rodrigues: This bundle of talent is energy personified on the field, whether fielding or batting. Her unbeaten 127 in the semifinal showed she’s a match-winner, forming a crucial 167-run partnership with Harmanpreet that swung the tie against Australia  Her transparency about emotional upheavals after being dropped earlier brought out her determination. She plays the guitar and has an excellent sense of theatre—the perfect combination for brand campaigns seeking authenticity. Her endorsement portfolion includes Red Bull, Hyundai, Gillette, Dream11, HMD (Human Mobile Devices), boAT and Platinum Evara.

    Pratika Rawal: The 25-year-old became the joint-fastest cricketer to score 1,000 runs in ODIs (23 innings) and was the tournament’s second-highest run-scorer with 308 runs before injury ruled her out ahead of the knockouts. The image of her in a wheelchair, draped in the tricolour, celebrating with teammates became one of the most powerful moments in Indian sporting history. That resilience and passion will resonate deeply with brands seeking emotional connect.

    Shafali Verma: She scored a blistering 87 in the final and picked two crucial wickets, becoming the first player to score 50-plus runs and take two wickets in a World Cup final Recalled after Rawal’s injury, she had been out of the ODI side for nearly a year Her extraordinary display capped an extraordinary week. The 21-year-old’s redemption arc makes her a natural choice for brands focused on perseverance and comeback stories. She has featured as a brand ambassador for the likes of Bank of Baroda and Ceat. In a few months this will surely swell. 

    Radha Yadav: The left-arm spinner grabbed her opportunity in the final league match against Bangladesh after warming the bench for six games, ending with a three-wicket spell. She was part of the playing eleven in the final. Her steady bowling alongside Shree Charani helped contain South Africa’s dangerous middle order. Her journey from twelfth player to World Cup winner embodies the team ethic that brands increasingly value.

    The World Cup win  isn’t just a trophy. It’s a watershed moment for women’s cricket and for Indian cricket as whole.

    And for these players, the real game—the endorsement game—is only just beginning.

  • Brewing Kerala’s pride, one sip at a time

    Brewing Kerala’s pride, one sip at a time

    MUMBAI: This Kerala Piravi, Tata Tea Kanan Devan poured out a cinematic tribute to its home state, blending culture, nature and nostalgia into one flavourful celebration.

    The new brand film opens with a single dewy tea leaf, shimmering in the morning light, a quiet nod to the Kanan Devan hills where the brand was born. In a heartbeat, the leaf unfurls into sweeping drone shots of emerald plantations, gliding boats on tranquil backwaters, and the rhythmic grace of Kathakali, Kalari, and classical dance. It’s a montage that captures Kerala’s rhythm, strength and serenity, brewed with a filmmaker’s finesse.

    But Tata Tea Kanan Devan isn’t stopping at the screen. The brand has extended its celebration into the real world with a 3D anamorphic installation at Lulu Mall, Trivandrum (October 30–November 2), where visitors can walk into Kerala’s symbols brought vividly to life. Across Trivandrum, Kochi, Thrissur and Kozhikode, bold outdoor displays add another layer of pride and colour to the campaign.

    “Tata Tea Kanan Devan has always been more than just a brand, it’s part of Kerala’s story,” said Tata consumer products president – packaged beverages, India & South Asia Puneet Das. “This Kerala Piravi, we wanted to celebrate the state’s essence in a way that feels cinematic yet deeply personal.”

    Echoing the sentiment, Monks India head, business & integration Sonali Khanna added, “Our film brings Kerala’s iconic motifs to life, giving viewers a dazzling glimpse of God’s Own Country.”

    With each frame, sip and swirl, Tata Tea Kanan Devan proves that homegrown pride, much like good tea, tastes best when brewed from the heart.

     

  • BonV Aero takes flight with defence honours

    BonV Aero takes flight with defence honours

    MUMBAI: When it comes to innovation, this startup isn’t just flying high, it’s soaring into the nation’s defence hall of fame. Odisha-based aerospace firm BonV Aero has clinched the SIDM Champion Award (Special Jury) under technology/product innovation to address defence capabilities gap, a proud recognition of its indigenous advances in aerial systems.

    The award was presented by defence minister Rajnath Singh to BonV Aero co-founder and CEO Satyabrata Satapathy, who dedicated the win to the nation and the armed forces. The Society of Indian Defence Manufacturers (SIDM) instituted the awards to honour excellence in home-grown defence manufacturing and technology breakthroughs.

    BonV Aero’s work in high-altitude, heavy-payload, and autonomous aerial systems has drawn national attention for expanding what unmanned aircraft can achieve in India’s tactical and logistics landscapes. The startup’s indigenous propulsion systems, rugged airframes, and self-flying technologies enable these drones to carry heavy loads, operate independently in complex terrains, and adapt to mission-critical defence operations.

    As the only Odisha-based startup to receive this recognition, BonV Aero has put the state’s deep-tech ambitions on the national map. The company’s blend of design precision and operational reliability is creating aerospace solutions that are as strategic as they are self-reliant, aligning seamlessly with India’s Aatmanirbhar Bharat vision.

    “This recognition from SIDM and the Ministry of Defence is a proud moment not just for BonV Aero, but for Odisha’s entire innovation community,” said Satyabrata Satapathy, adding that the firm’s mission is to “build systems that perform where it matters most, from high-altitude frontiers to rapid-response tactical environments.”

    The awards jury, chaired by Satheesh Reddy, former DRDO chairman and scientific adviser to the Defence Minister, featured a distinguished panel including Prahlada Ramarao (padma shri), air marshal Anil Chopra (retd.), vice admiral S.K.N. Ghormade (retd.), and maj gen P.K. Saini (retd.), among others.

    Endorsed by defence minister Rajnath Singh, the SIDM Champion Awards continue to highlight the power of collaboration between industry and the armed forces, spotlighting innovation as the new arsenal of modern defence.

    With this recognition, BonV Aero has not just lifted off, it’s redefining flight itself, positioning India for a future where indigenous ingenuity leads the way in aerospace and defence technology.

  • Making sense of success, one click at a time

    Making sense of success, one click at a time

    MUMBAI: If taste had a strategy and smell could sell, brands would already be halfway to market glory. At a Mumbai session titled “Winning With The Senses: How Sensory Science Drives Market Success”, industry experts dived nose-first into the subtle science of sight, sound, touch, taste, and smell, and how these sensations can turn ordinary products into emotional experiences.

    The panel brought together Supriya Dang, independent consultant and ex-Unilever strategist; Sandeep Budhiraja, director and promoter of Spark Sensory; and Nirmala Metwal, consumer sensory insights leader at Mondelez International. Moderated by Sunder, the discussion explored how brands can quite literally strike the right chord, or scent, with consumers.

    Supriya opened the floor by showing how sensory design acts as a bridge between product and perception. She cited Surf Excel’s packaging “click,” the lid’s sound mimicking a washing machine shutting, as a clever cue for reliability and completion. Touch also took the spotlight, with tactile beads in handwash formulations creating a more interactive, premium experience. And who could ignore the irresistible pull of freshly baked cookies? Their aroma, Supriya said, doesn’t just smell good, it sells.

    Sandeep followed with a more technical look at how sensory science replaces guesswork with data. From quantitative descriptive analysis to temporal dominance tests, he explained how trained sensory panels map out taste, texture and aroma, turning subjective preferences into measurable insights. He noted that in a market flooded with “me-too” products, sensory cues are the secret ingredient for differentiation. “When brands blend science with storytelling, loyalty follows,” he said.

    Nirmala brought in the brand perspective, sharing how her Mondelez team cracked what “refreshing” really means for an orange drink. It wasn’t just about flavour, it was about the right hue of orange, a balanced sweet-sour taste, and a smooth mouthfeel that left a clean finish. Aligning sensory cues with consumer expectations, she said, is what keeps products both loved and remembered.

    As the discussion wrapped up, all agreed that in today’s cluttered market, sensory science is no longer just about testing, it’s about translating feelings into formulas. From the satisfying click of a cap to the comfort of a familiar scent, brands that appeal to the senses are the ones that make sense to consumers.

  • Candyman gives Halloween a tangy desi twist

    Candyman gives Halloween a tangy desi twist

    MUMBAI: This Halloween, ITC’s Candyman Sourzzz is serving up scares with a splash of sour. The candy brand’s new campaign, “A Desi Halloween,” swaps haunted mansions and carved pumpkins for eerie banyan trees, bhoot banglas and Indian-style mischief, all packed with its signature lip-puckering twist.

    While the world celebrates Halloween with witches and werewolves, Candyman Sourzzz has resurrected a trio of homegrown legends, tangy tantrik, sour sundari and meetha khatkula, to reclaim India’s own folklore of fright. These zesty spirits star in a digital-first campaign that unfolds like a mini Hindi cinema horror flick, complete with neon chaos, comic chills and nostalgia-laced spookiness.

    “With Candyman Sourzzz, we’ve always aimed to make sourness fun for young India,” said ITC Limited vice president and head of marketing – chocolates, coffee and confectionery, foods division Anuj Bansal. “This Halloween, we wanted to localise the thrill by celebrating our own folklore in a playful, modern way.”

    Candy man

    Conceptualised by FCB India, the campaign takes inspiration from the delightfully campy Hindi cinema horror of the 90s, think smoky graveyards, echoing laughter, and a bhoot with attitude. “Halloween may be new to India, but horror isn’t,” said FCB India national creative director Suchitra Gahlot. “We wanted kids to meet our own spooky icons, tantriks, daayans and bhoot banglas, and make ITC Candyman the brand that owns Halloween, desi style.”

    The fun doesn’t stop on screen. The brand’s special edition Halloween pack, complete with a mask that doubles up as a candy bag, is now available on quick-commerce platforms in Bengaluru. Meanwhile, the desi Halloween spirit is spilling into the streets with RWA activations, vibrant OOH displays and influencer collaborations featuring spooky storytellers and GRWM content inspired by the campaign’s folklore icons.

    With its mix of flavour, folklore and fright, Candyman Sourzzz has turned Halloween into a deliciously desi affair, where every scare comes with a splash of sour.