Mumbai: Emcure Pharmaceuticals unveiled its new corporate campaign with the tagline – ‘Cure and Beyond’, featuring cricketer MS Dhoni.
In the ever-evolving world of healthcare, Emcure Pharmaceuticals, is all set to cement its belief in ‘Cure and Beyond’. The campaign not only seeks to raise awareness about innovation as the cornerstone of Emcure’s operations but also aims to cultivate thought leadership within the Indian pharmaceutical market.
The campaign is built upon a compelling narrative that transcends the conventional role of offering pharmaceutical products to patients. It delves into a broader mission of supporting, empowering, and educating millions of people to lead healthier lives. The ad film, featuring ‘Captain Cool,’ is being launched across various media platforms, encompassing digital, television, and print.
Speaking on the occasion, Emcure Pharmaceuticals MD & CEO Satish Mehta said, “At Emcure, we have always been striving to move the needle. The campaign ‘Cure and Beyond’ is our endeavor to put forth our vision and what we stand for. And who better to take this forward than a man who has gone above and beyond all through his life- Dhoni. With this effort, we want to reinforce our core belief of empowering people and communities through innovation.”
For Emcure Pharmaceuticals, good health and well-being are just the starting points for a life full of aspirations and achievements.
Mumbai: In a bold move to inspire civic engagement and promote democratic participation, BookMyShow, India’s leading entertainment destination, in association with the Election Commission of India, has unveiled a compelling ad film ahead of the Lok Sabha Elections. Titled ‘Aaj Picture Nahi, Bigger Picture Dekho’, the thought-provoking campaign urges citizens to focus on the larger picture of nation-building by exercising their right to vote on their respective ‘Election Day’.
The ad film aims to resonate with viewers across the country, encouraging them to take an active role in shaping the future of India. With a uniquely weaved narrative and a clever word play that leaves you unaware of the purpose of the campaign until it is revealed in the end, the campaign underscores the importance of voting as a fundamental duty of every responsible citizen, especially the youth – the future of tomorrow.
In a simple yet striking ad film, BookMyShow’s campaign leverages the power of storytelling to resonate with the youth. The ad film (Watch here) features three vibrant characters, capturing the everyday lives of young individuals. The setup introduces viewers to the three young adults, representing diverse personalities and interests. Conceptualised along with Spacebar Advertising, the script cleverly weaves in the element of surprise as one of the protagonists reveals that he has been talking about the Lok Sabha Elections and not a ‘movie’ per say. The transition from typical entertainment chatter to the significance of voting captures the attention of his friends, ultimately emphasising the larger picture. The tagline, ‘Aaj Picture Nahi, Bigger Picture Dekho’, encapsulates the essence of the campaign, urging citizens to prioritize the future of the country over everything else.
In a move that reflects its deep understanding of Indian youth and their affinity for entertainment, BookMyShow has ingeniously integrated the theme of responsible citizenship into its brand narrative. Leveraging the language of cinema, which holds a cherished place in the hearts of millions, the campaign creatively conveys the significance of participating in the democratic process.
Commenting on the campaign, BookMyShow head – marketing Dolly Davda said, “With one of the world’s largest youth populations and as the largest voting pool, this election presents a monumental opportunity for every Indian to shape our collective future. At BookMyShow, our vision remains to focus on the bigger picture while moving towards a brighter and better tomorrow, together. Voting is undeniably integral to shaping our nation’s future and as a platform deeply ingrained in the entertainment ecosystem and therefore the youth, we wanted to leverage our resonance to urge young voters to exercise their right. Following a friendly yet hard-hitting tone, we’ve crafted the film to resonate with GenZs who are digital natives preferring snackable content, more socially conscious but also individualistic in their own ways. Our aim is to influence their perception of civic responsibility in a positive manner. We hope viewers understand the significant role of voting and spread awareness among fellow first-time voters.”
Adding to that, SVEEP Election Commission of India IIS director Santosh Ajmera said, “Partnership and collaboration form the cornerstone of our voter awareness initiatives at the Election Commission of India. I firmly believe that nurturing informed and ethical electoral engagement is a collective duty shared by all stakeholders in our democracy. It’s good to see BookMyShow launching the ‘Picture Nahi, Bigger Picture Dekho’ campaign, reminding its audience of the profound significance of every single vote. I am confident that their campaign will serve as a catalyst, particularly among the youth and first-time voters, urging them to actively participate and exercise their democratic right.”
The campaign employs an omni-channel strategy encompassing digital, mobile marketing, campus seeding, in-cinema promotions and more, ensuring that the message reaches a diverse demographic of millions of viewers, urging them to fulfil their duty. As the Lok Sabha Elections draw near, BookMyShow’s campaign serves as a timely reminder of the crucial role each voter plays in shaping the destiny of the country. By leveraging its platform to promote social awareness and civic engagement, BookMyShow continues to demonstrate its commitment to driving positive societal impact beyond the realm of entertainment.
Mumbai: Pass Pass Pulse, in partnership with White Rivers Media, launched the annual Loyalty Day campaign for Pulse Candy enthusiasts on Instagram. The campaign featured engaging contests, offering exclusive access and prizes to loyal fans. The campaign began with teasers about the event’s return and this year’s theme, promising spots on the brand’s Instagram Close Friends list for the most devoted Pulse lovers.
Contest alerts followed, announcing fun challenges with the chance to win prizes and join the brand’s inner circle. The #ForTheLoveOfPulse contest asked participants to change their profile pictures to the Pulse Candy logo, showcasing their love for the brand. The #PulseDeewanaChallenge encouraged fans to answer quirky questions, sparking creativity and engagement.
Social Media Dissect founder and CEO Aleena Gandhi shared her thoughts on the campaign, stating, “We found Pulse’s latest contest interesting. In a world where many campaigns feel similar, Pulse Candy’s approach is different and new. By talking with their audience and adding top users to their Close Friends list, Pulse Candy shows they’re willing to try new things to connect with their loyal fans. Their campaign has some fresh ideas, exciting rewards, and it’s worth dissecting.”
The #UltimateDeewanaKaun contest challenged participants to share humorous responses about what they’d sacrifice for Pulse Candy. Top users were elevated to the brand’s Close Friends list, gaining exclusive access to upcoming flavour launches and receiving personalised Certificates of Loyalty and many more Pulse goodies. The campaign captured the hearts of audiences on a massive scale, confirming its memorable and entertaining impact. Pass Pass Pulse demonstrates an adeptness at fostering meaningful connections with customers by making them feel genuinely valued in distinctive ways.
Mumbai: Coca-Cola India’s homegrown heritage brand Limca has launched its exciting new campaign, #TravelWithLimca. Launching Triptii Dimri as the Limca girl, the campaign is built on the idea that there is a whole world waiting to be discovered right in our neighborhoods. The #TravelWithLimca campaign encourages people to discover new hotspots within their cities.
Conceptualized by Studio X, the campaign film takes viewers on a vibrant journey alongside Triptii Dimri as she embarks on a bus ride that takes her on a delightful city exploration. As the bus rattles through the streets, with the first sip of the ultimate thirst quencher, Limca, a layer of happiness envelops her, igniting a sense of excitement and curiosity. Energized by the refreshing taste, Triptii’s journey takes an enchanting turn, setting out to traverse through the hidden gems of her city. From bustling markets to sizzling street snack shops, she uncovers the rich experiences, inspiring consumers to tour the city with a refreshing Limca.
Expressing her excitement about joining the Limca family, Triptii Dimri said, ” I am very happy and excited to be a part of Limca. Exploring new places and experiencing different cultures has always been my passion, and I am thrilled to encourage others to do the same. Together with Limca, I look forward to embarking on this exciting journey of discovery.”
The Coca-Cola Company Sr director, marketing – hydration, sports and tea category, India and South-West Asia operating unit Ruchira Bhattacharya said, “With its legacy of lime and lemony credentials, Limca has been rejuvenating consumers with its unique taste for 5 decades. We are thrilled to launch the #TravelWithLimca campaign featuring Triptii Dimri as our new Limca face. With this campaign, we hope to encourage people to get out there and discover the beauty of their own cities and refresh themselves with a chilled Limca!
Studio X chief strategy officer Mukund VML said, “There are so many places in one’s own city that are waiting to be discovered. The #Travel with Limca campaign encourages you to live your city to the fullest. Everything in the commercial is localized to the city – from the name of the bus stop to the illustrations. Triptii with her effervescent attitude was not just great to work with but also is the perfect Limca girl.”
As part of the campaign, the brand will be running a promotional offer until 30 June, where consumers stand a chance to win travel vouchers from DMRC, Ease My Trip, and more by simply scanning their Limca bottle. Dive into the world of exploration and unlock access to a plethora of travel-related content on www.travelwithlimca.coke2home.com.
Mumbai: Hyundai Motor India Ltd. (HMIL), renowned for its innovative marketing strategies and customer-centric approach, proudly launches its latest multi-channel media campaign for Hyundai EXTER, ‘Dil mein Bas Jaye EXTER’. The campaign, featuring a series of six quirky films, aims to significantly enhance brand recall and generate buzz surrounding the EXTER while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40 safety features, Paddle Shifters, Sunroof, Cruise Control, Hill Assist Control, and more. The TVCs incorporate carefully curated regional nuances to resonate deeply with diverse audiences, ensuring a powerful and lasting impact transcending cultural boundaries.
These films are characterised by their unique and humorous storyline, with a common central character ‘Surya’, who embodies the spirit and features of EXTER in a convincing yet entertaining manner. This highly memorable approach to advertisement-making sets the campaign apart, ensuring a lasting impression on viewers.
Sharing his insights about the campaign, Hyundai Motor India Ltd AVP & vertical head of marketing Virat Khullar said, “The ‘Dil mein Bas Jaye EXTER’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about EXTER, these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai EXTER.
He added, “Besides the TVCs, we’ve developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the ‘Dil me bass jaye EXTER’ positioning digitally, maximising engagement and resonance, particularly among the Gen Z demographic. By extending the campaign’s reach to social platforms, we anticipate heightened participation and advocacy for Hyundai EXTER.”
The multifaceted campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. Targeted toward driving higher website visits and video views, the campaign will utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sports enthusiasts, and travel affinity audiences.
Since its launch in 2023, Hyundai EXTER has garnered phenomenal customer response and critical acclaim. Boasting over 100,000 bookings and capturing a remarkable 34 per cent segment share, EXTER has firmly established itself as a top choice in its category. Notably, the higher trims featuring enhanced convenience features, including a sunroof and Hyundai Bluelink Connected Car technology, have contributed to over 70 per cent of EXTER sales.
With 20 first-in-segment features and 9 best-in-segment features, Hyundai EXTER continues to elevate the aspirations of Indian customers. Over 38 per cent of EXTER buyers are first-time car buyers, with an average age ranging from 18 to 29 years. Furthermore, nearly 30 per cent of customers are influenced by pure word-of-mouth marketing, underscoring the high levels of customer satisfaction associated with the EXTER.
The ‘Dil mein Bus Jaye EXTER’ campaign represents Hyundai’s unwavering commitment to delivering innovative, customer-centric marketing initiatives.
Hyundai EXTER enthusiasts and prospective buyers can explore more about the campaign and the SUV’s features by visiting the official Hyundai website and social media channels.
Mumbai: Dailyhunt, the popular news aggregator, has unveiled its latest election campaign, #EveryVoteCounts, aimed at encouraging citizens to vote. The digital campaign taps into the essence of democracy with a witty twist, reminding citizens of the profound impact each ballot can have. With a blend of compelling visuals and engaging narration, it sparks a sense of civic duty and responsibility. The campaign’s creators, Bhavesh Kosambia and Rahul Chandwani, explain their inspiration: a tale of a politician’s defeat by a single vote.
DailyHunt chief marketing officer Samir Vora said, “When a large number in our population feels that the outcome is a foregone conclusion, many can deem their one vote as inconsequential in the sea of 1.4 billion people. But as history has taught us, nothing in this vibrant democracy can ever be taken for granted and a single vote can turn the tables. We wanted to remind people that #EveryVoteCounts, and inspire them to go out and vote.”
Conceptualised and executed by What’s Your Problem – A Wondrlab company, the campaign delivers a strong yet light-hearted message. Through compelling visuals and engaging narration, it urges its viewers to actively participate in the democratic process.
Wondrlab content leads Bhavesh Kosambia and Rahul Chandwani said, “We were very excited when we got this brief. It was a tough task to crack something different, something that’ll stand out in all the election noise. We researched and realised a rather interesting story, where a politician had the misfortune of losing by just a single vote. This inspired us to dramatize it. While it is a humorous tale, shot by design with dramatic and OTT acting, it delivers a serious message of how consequential every vote can be. An example of the world’s biggest democracy at play and the power of the common man in it. We want this campaign to encourage people to go out and vote and are sure that it’ll travel and help in moving the needle.”
Mumbai: GreatWhite Electricals, a leading Indian home electricals brand, launched its latest ad campaign “Har Ghar Banega Beautiful Sight” showcasing ‘Captain Great’ featuring the dynamic duo Tiger Shroff & Malavika Mohanan. In this campaign, they play the role of home inspector and talk about how GreatWhite is ‘Great Home Certified’ for their SecureX Wires & cables. The ad film will be promoted across television, digital and social media platforms.
In their most recent ad film, GreatWhite makes a promise to deliver unprecedented quality and ensures utmost safety for every household at the same time educating them. The company is dedicated to safeguarding its consumers’ homes and providing them with a sense of security. The advertisement also showcases unique USPs like 99.97% pure copper and triple layer insulation and more. Collaborating with Malavika will enable the brand to connect with a broader female audience and expand its reach in the southern region. Additionally, two more commercials featuring different product lines are set to be released soon.
Speaking about the brand’s leadership, GreatWhite Global Pvt. Ltd MD Hemang Shah said “After successfully assisting customers in India and abroad, we have solidified our belief in offering cutting-edge technology and innovative solutions to meet evolving consumer needs. Our mission is to equip homes with high-quality products that meet consumer expectations at competitive prices while producing exceptional results in terms of product range. Our goal in creating this advertisement film was to establish stronger bonds with both our current and potential consumers, particularly by simplifying product awareness to make it lucid for our audience.
GreatWhite Global Pvt. Ltd general manager of marketing & brand communications Shhailja Chopra further added, “Through our latest ad campaign, ‘Captain Great,’ we aim to resonate with our consumers on a deeper level by emphasizing the importance of safety and quality in every household. By featuring Tiger Shroff and Malavika Mohanan, we not only bring star power but also authenticity to our message of reliability and trustworthiness. We believe this campaign will not only reinforce our brand’s commitment to excellence but also forge stronger connections with our consumers, particularly the younger demographic.”
Mumbai: Women-first dating app Bumble has unveiled a refreshed visual identity and a new global campaign, underscoring the company’s continued commitment to making dating better for women. The campaign coincides with the dating app expanding upon its signature ‘Make The First Move’ functionality with the launch of Opening Moves.
After a decade of revolutionizing the way women date, Bumble is stepping into an exciting new era by launching a feature that gives women more choice in how they make romantic connections. Opening Moves gives women the option to set a question that their matches can respond to, adding more ways to open a conversation while keeping women in control. Women can use one of Bumble’s recommended Opening Moves, or craft their own. According to Bumble’s research*, nearly half of women (46 per cent) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better.
This brand and product evolution marks a pivotal moment for Bumble, brought to life by a global marketing campaign with high-impact digital and physical out-of-home (OOH) in more than 10 countries, with messaging such as “We’ve changed so you don’t have to.” Bumble’s campaign also features a new video that recognizes the exhaustion some women feel with online dating when their needs and experiences are not prioritized, and the women-first solution Bumble provides.
“We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating life and with the launch of Opening Moves, Bumble is continuing to put women’s experiences first,“ said Bumble’s chief marketing officer Selby Drummond. “With this new global campaign, we wanted to take a fun, bold approach in celebrating the first chapter of our app’s evolution and remind women that our platform has been solving for their needs from the start. As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship.”
In the days leading up to the announcement, Bumble teased the global launch with a renaissance-style campaign hinting at the fatigue some women feel online dating. This teaser campaign also featured larger-than-life cloud-themed beds via augmented reality, nodding to the campaign’s tired theme, short-form content, projection mapping of the ads onto landmark locations, and social media memes.
Closer to home in Asia, the same teaser video was featured on @bumble_india’s Instagram, and the account’s profile picture was changed to an imagery of a ‘sleepy girl’. The campaign also features ‘Flip It’, a video hinting at the new changes coming up to enhance women’s online dating experiences, while still keeping them in control. In India, the launch will be featured in an OOH campaign in the later half of May in Mumbai, over Bandra’s biggest signal and wrapping up malls like DLF Cyber City, and DLF Promenade in New Delhi.
Bumble is also rolling out a new app identity which includes a new logo, bolder fonts, and refreshed colors and illustrations. Bumble’s data shows that three in four* (75 per cent) women surveyed say the look and feel of a dating app is important to their overall experience and 65 per cent say that the visual identity of a dating app can make it easier to use.
The global campaign and new app design was executed in-house by Bumble’s creative studio.
*All data was commissioned by Bumble of 6,138 women on Bumble globally ages 23-35 between 5-12 April 2024.
Mumbai: BAJAJ, a renowned consumer appliances brand, has released two ad films for pan India Fans and Air Coolers Campaigns, embodying the brand promise of “Built for Life”. The films capture the essence of grit, perseverance and determination through captivating narratives that resonate with the modern Indian consumer.
The fans ad film follows the story of a hula hoop teacher mentoring a group of young children. After the session concludes, one child displays exceptional determination and continues practicing, driven by her unwavering spirit. Moved by her dedication, the teacher increases the speed of the BAJAJ fan, to enable her determination to surpass her limits. The film ends with a voice over that summarises the message of the film: “To outshine your best, you need relentless determination. And to empower your journey, Bajaj Fans are built tough. Its uniquely engineered Super5Tuff technology is built to keep going. Bajaj, Built For Life.” The new range of BAJAJ fans are not just stylish, but also energy efficient and are backed by tough built of the product which gives long-lasting air comfort.
The air coolers ad film captures a poignant moment between two social media influencers filming an aerial yoga sequence, where one concludes what seems like a challenging session. After the session, one influencer pauses to check the shot, while the other continues to practice, pushes herself, symbolizing her tough resolve. He appreciates her extraordinary efforts and increases the speed of BAJAJ air cooler to support her in her pursuit. BAJAJ’s air coolers fit seamlessly in the life of the consumer mirroring the tough resolve.
Bajaj Electricals Ltd head of Advertising & Brand Management, Devika Sachdev commented: “The BAJAJ campaigns aim to inspire and empower consumers, reflecting our belief in their potential to achieve anything their set their minds to. Through this ad film, we celebrate the spirit of determination and showcase how BAJAJ products stand by our customers, no matter the challenge. With our latest launches, we also wanted to connect with our audiences on a whole new level. That’s why we’ve launched this campaign that represents the resilience of discerning modern audience and helps us speak directly to them.”
McCann Worldgroup executive director & India head of Creative Ashish Chakravarty added, “In today’s fast-paced world, individuals are relentlessly pursuing excellence in all facets of life. The campaign’s concept aims to embody the brand’s commitment to empowering individuals in their pursuit of progress. This BAJAJ films offer a youthful and invigorating perspective on this ethos.”
Mumbai: PokerBaazi has released its latest brand campaign, ‘Tu Poker Khelta Hai Kya?’. The campaign features the company’s brand ambassador and Bollywood actor Shahid Kapoor. The campaign intricately highlights how every Indian possesses innate Poker skills that are part of their day-to-day interactions and can be leveraged to become a Poker player.
Conveying the core message ‘Jo life mein khelta hai wo Poker bhi khel sakta hai’, the ads are filmed satirically to capture how the protagonist (Shahid Kapoor) uses skills that are often used in Poker, like quick thinking, outsmarting the opponent, reading people, calculating on the go, acting under pressure and calling a bluff, during various real life situations which make people around him believe that he is a Poker player.
Commenting on the launch of the campaign, Baazi Games founder and CEO Navkiran Singh shared, “Poker is a mind sport and through our messaging we have been able to establish the fact that like any other sport even Poker requires certain skills. In our latest campaign we are talking about a simple fact that we, as Indians, possess some of these skills which we use in our daily lives. You can use them to play Poker and at the same time playing Poker can make you get better at these life skills.”
The campaign has been conceptualized in collaboration with the creative agency Talented. The brand films will be aired during the ongoing Indian Premier League on Jio. The campaign will also feature an exhaustive OOH presence across cities.
PokerBaazi since its inception has been reiterating the precedence of skill and strategy when playing Poker. Recently, the company successfully hosted the 2024 edition of India’s biggest Poker series- National Poker Series India in which people from 23 states won 450 prestigious Poker medals. Recording over 80 per cent Y-o-Y growth in participation with over 2.3 Lac entries, the tournament series is a testament to the speedy growth of Poker in India. PokerBaazi’s latest brand campaign is bound to grow the category in India further.
