Mumbai: Pepe Jeans London presents “TAKE ME SOMEWHERE” — a new spring summer campaign inspired by the feeling of Wanderlust. Born on the bustling streets of London in 1973, the iconic British brand has always been characterised by an eclectic urban spirit and openness to discovering the wider world. This new campaign is an exciting adventure that will quench your wanderlust in style.
Reflecting Pepe Jeans London’s denim-lifestyle ethos, this Spring Summer 2024 collection seamlessly integrates with denim for effortless style. Bursting with summery patterns such as florals and stripes, in soothing shades of beige, blue, pink, and green, the collection is perfectly complemented by vacation backdrops.
For women, standout pieces range from floral prints to parachute pants and relaxed tops, each meticulously designed for maximum style, as well as cargos with utility pocket details that deserve special attention. Meanwhile, men can expect a selection of non-denim cargos, refined shirts, oversized t-shirts, and knitted polos, all seamlessly enhancing their wardrobe with effortless sophistication. And amongst this season’s key products for men is a Union Jack T-shirt made from 100 per cent cotton, the perfect blend for every spring outfit.
Immerse yourself in the Pepe Jeans London Spring Summer 2024 Collection, available now online and in stores.
Mumbai: Learning that your child has cancer is heartbreaking, especially for thousands of families in small villages far away from the city. These families lack access to doctors or the necessary treatment to cure cancer.
They flock to major cities so their child can access the best charitable hospitals specialising in cancer treatment. However, once they arrive, as their child’s treatment extends from weeks to months, they often run out of money and are forced to stay on the streets, leaving their child vulnerable to other infections. Unfortunately, many families give up hope and return to their villages, abandoning their child’s treatment.
St Jude’s India ChildCare Centres offer children with cancer and their families a free, safe, and clean place to stay in the city for the duration of their treatment. They provide holistic support and care along with accommodation, creating a ‘home away from home’ environment for families.
With 45 centres across 11 cities in India, they currently house over 500 families every day. But thousands are still left without accommodation.
It’s estimated that 32,000 children will require a place to stay. This overwhelming disparity between the high number of patients and scarcity of accommodation led to the film conceptualized by Ogilvy and produced and directed by Hungry Films. The film aims to raise awareness among the masses and drive donations to address this pressing issue.
The donations go towards building accommodation in every city, so that one day, no child is forced to abandon their cancer treatment because they don’t have a place to live in the city.
“When we got the brief for St. Jude India ChildCare Centres, we decided to avoid guilt-tripping our audience by directly showing children suffering. Instead, we wanted to tell an honest and human story, and that’s how we stumbled upon the idea of “The Impossible Choice.” A heartbreaking dilemma, if ever there was one. A big thanks to Mahesh Gharat from Hungry films for making this heart-melter, and a special shout-out to Ricardo from our team for writing this. We really hope that more people get to know about the fabulous job that the St Jude India team is doing and donate whole-heartedly for this life-saving cause”, explained Executive creative director Fritz Gonsalves and Ogilvy Mumbai group creative director Jayesh Raut.
“It is estimated that every year, over 32,000 families with limited means travel to larger cities for their child’s cancer treatment. Many of them are forced to abandon treatment due to the lack of an affordable place to stay. This is tragic since childhood cancer has a high cure rate, provided treatment is supported by a hygienic environment and proper nutrition. This film by Ogilvy India beautifully highlights the difficulties parents face in finding an affordable place in large cities and metros for their child’s cancer treatment”, said St Jude’s India Childcare Centres CEO Anil Nair.
Mumbai: Kuku FM, a platform for audiobooks and shows, launches a heartwarming new ad film titled “Koi Baat Nahi,” conceptualized and executed by The Ensemble. Specializing in TVCs, DVCs, branded content, and content marketing solutions, The Ensemble has played a pivotal role in bringing Kuku FM’s vision to life through captivating ad films.
Featuring acclaimed actors Apoorva Arora and Anshuman Malhotra, the ad film revolves around the theme of resilience and positivity in the face of adversity. The guy in the advertisement, played by Anshuman Malhotra, has a positive response to all the hypothetical bleak situations his partner, played by Apoorva Arora, presents to him. Each scenario depicted in the ad film reinforces the belief that a positive outlook can transform life’s challenges into opportunities for growth and inspiration.
The hilarious ad film highlights KuKu FM’s core messaging that the platform offers over 10,000 audiobooks and shows delivered in an easily understandable Hindi language, including best-selling motivation books. Kuku FM enables listeners to access a treasure trove of inspiration anytime, anywhere. From renowned titles like “12th Fail” to “Buddh Sootra” and “9 Success Mantras by World Athletes,” the platform provides a diverse range of content to uplift spirits.
From ideation to execution, including casting, The Ensemble has demonstrated unparalleled creativity and expertise in content creation and production. Leveraging their deep understanding of Kuku FM’s brand identity and audience, The Ensemble has delivered a series of impactful ad films that resonate with viewers on a profound level. What set this project apart was the ambitious timeline – five films in just five days- everything from ideation to execution was done within the span of five days and The Ensemble demonstrated their ability to deliver exceptional content under pressure, without compromising on quality. The team meticulously selected actors and digital influencers like Anshuman Malhotra, Apoorva Arora, Khushaal Pawaar, Tushar Pandey, Shreya Gupto, Nikhil Ratnaparkhi, Arnav Bhasin among others, each choice tailored to target a specific audience group and genre, ensuring maximum impact and resonance. One of the memorable moments from the ad films was the viral dialogue, “Koi baat nahi,” resonating with young audiences and adding an extra layer of relatability to the films.
Speaking about their collaboration with The Ensemble, KuKu FM head of content Kunj Sanghvi expressed his satisfaction with the outcome. “Making ads for a content offering is a doubly challenging task as the ads also become a proof of the quality of the actual offering, which is audiobooks and shows in our case. In a cluttered landscape, finding standout ways to appeal to the TG so they sit up and take notice is highly important. The team at Ensemble showed great agility in understanding the brief, cracking great ideas and doing swift and faultless execution,” said Sanghvi.
As the co-founder of The Ensemble and the director of these films, Abhishek Dixit had this to say: “With KuKu FM’s unwavering trust in The Ensemble’s creative prowess and our commitment to exceed expectations, we have once again demonstrated that stellar ideas can thrive even under tight deadlines. It was truly a collaborative effort from both the client and our team to achieve this, as at The Ensemble, collaboration means everything to us.”
The Ensemble commits to excellence in every aspect of the process, from ideation to scriptwriting and execution, resulting in ads that not only promote the brand but also resonate with audiences.
Mumbai: Amaze, an energy solutions brand, launched its new brand campaign Hamesha #ReadyToPerform, and showcased its widest range of inverters, batteries, and solar products in Lucknow. This launch signifies Amaze’s commitment to delivering superior energy solutions while inspiring consumers always to be ready to pursue their dreams. Amaze offers an extensive product line exclusively designed to withstand long and frequent power cuts, extreme weather conditions, and fast charging feature.
As a part of its new Hamesha #ReadyToPerform campaign, Amaze unveiled its first-ever brand thematic and product film that aims to inspire consumers to push their boundaries, overcome challenges, and strive for excellence relentlessly. Virat Kohli, renowned for his unparalleled dedication and consistency on the cricket field, epitomizes the spirit of readiness and peak performance. The film showcases Virat pushing his limits to perform better each day and in every aspect of his game, resulting in faster scoring and endurance. The campaign underscores Amaze’s relentless pursuit of innovation and quality in delivering superior energy solutions, powering the dreams and aspirations of emerging India with an uninterrupted power supply.
Speaking on the occasion, CEO and MD Preeti Bajaj said, “Amaze has established itself as a trustworthy brand in India by providing high-quality and energy-efficient energy solutions. The retail and energy sectors are currently experiencing a new wave of growth in the new emerging Bharat, due to rising urbanization and an increase in the purchasing power of consumers. With a strategic focus on innovation, and expansion, along with a solar approach, Amaze is poised to make a significant impact on the energy landscape in India, and our target is to triple our growth and customer touchpoints in the next three years. We intend to continue powering the dreams and aspirations of emerging India with an uninterrupted and independent power supply.”
Chief strategy, transformation and marketing officer Neelima Burra added, “The Hamesha #ReadyToPerform campaign exemplifies Amaze’s commitment to empowering consumers to excel in every aspect of their lives. The film is based on consumer insight inspiring middle India to break boundaries and chase dreams without the hassle of power cuts.
We believe middle India is rising because they don’t want to be seen left behind in a rapidly changing world and they prepare themselves for everyday challenges relentlessly.”
“The film highlights Amaze as a true performer by drawing parallels with another true performer that India knows of and looks up to – Virat Kohli. At Amaze, we are committed to serving the needs of consumers in emerging cities and towns in India. Our focus is on helping these aspirational individuals pursue their dreams and achieve success. However, frequent power cuts pose a significant challenge to their progress. That’s why we believe that Amaze is the most reliable and trustworthy partner for them in their journey towards success.”
Grey Group India chairperson and group CEO Anusha Shetty said “Thanks to digital democratisation, a new wave of Indians are shaping the country. Indians who think no dream is unrealistic. Indians who think it’s not where you come from but where you’re headed those counts. Amaze believes in fueling their aspirations with uninterrupted power.”
The campaign will feature captivating visuals and videos showcasing Virat Kohli’s commitment to readiness and performance, highlighting the reliability and efficiency of Amaze’s inverter batteries. Through various digital and social media platforms, Amaze will engage with consumers, encouraging them to share their stories of readiness and performance using the hashtag #ReadyToPerform.
Mumbai: With increasing competition to make an impact in the marketing world, brands and marketers have often blurred the lines of ethics and responsible marketing communications. To raise awareness against these practices, ANTS Digital. a fully integrated marketing communications agency, has launched a unique campaign #TheLinesWeDraw to establish awareness around responsible communication.
A series of six innovative creatives and reels, #TheLinesWeDraw is aimed to create awareness through social media to highlight ethical way of marketing. It is intended for the entire industry to look within and question if they have gone overboard with their campaign for their clients putting their reputation on stake.
Through this new campaign, ANTS Digital reiterates its core values of ethical communications that includes respect, clarity, honesty, integrity, authenticity, and inclusiveness; these values are what have driven the integrated marketing efforts for a diverse range of clients at the agency.
Speaking on the importance of responsible marketing communications, ANTS Digital CEO Sanjay Arora said, “Keeping communication ethical should be the bedrock of all campaigns. As agencies we have a very important role to play and there is a very thin line between what is right and acceptable and what is not. It is the responsibility of agencies to counsel clients and avoid communication that crosses the line. Through this campaign we wanted to create an awareness and send a strong message to the industry to responsibly use communication for their brands. Sharing this message through our social media handles, we are sure it will bring some positive change in the industry.”
ANTS Digital has a proven track record of delivering some of the best and award-winning creative campaigns. ANTS Digital aims to deliver many more responsible marketing campaigns to clients across all sectors and deliver the best future-forward marketing while sticking to the core values of #TheLinesWeDraw.
Mumbai: Following the massive success of their first brand film, Bold Care, a sexual health and wellness brand, has unveiled the second installment of their innovative #TakeBoldCareOfHer campaign. The latest brand film, which showcases Bold Care’s bestselling product, EXTEND Delay Spray, designed to help men last longer in bed, features Bold Care’s co-founder & Indian superstar, Ranveer Singh, hilariously taking on the role of a teleshopping show host.
Reuniting Ranveer with famed internet personality Johnny Sins, the ad blends comedy with informative content, continuing Bold Care’s iconic style of educating and entertaining. From the creative minds of Tanmay Bhat, Devaiah Bopanna, and their team, the brand film was directed by Ayappa KM, maintaining the high standard of creative excellence set by Bold Care’s previous collaborations. Produced by Earlyman Films, a leader in the ad production industry, the brand film exemplifies its commitment to breaking taboos and fostering open conversations about sexual wellness.
Bold Care co-founder Rajat Jadhav expressed his enthusiasm for the new ad film, stating “With the phenomenal response to our first ad film #TakeBoldCareOfHer and the sheer brilliance of Ranveer, we’re glad that we took the big step to address men’s sexual health and wellness in India. Our intention was simply to start a dialogue for a portion of society that typically avoids discussing these topics. Our previous ad received widespread acceptance & generous love from the audience. Now, we’re returning back with another ad that combines comedy and awareness to further strengthen our narrative on men’s sexual health conversations”.
Co-founder and the star of the campaign Ranveer Singh shared his thoughts: “Bold Care’s mission is to champion men’s sexual health and spearhead meaningful conversations through innovative methods aimed at raising awareness. The success of the first brand film has been overwhelming. It resulted in the brand witnessing growth upwards 10X on orders and we are looking forward to this one as well.”
Mumbai: SUGAR Cosmetics, an omnichannel beauty brand, and a cult favourite amongst Gen Z and Millennial consumers added a vibrant twist to the Holi celebrations in Mumbai. The brand painted the city yellow as the sensational billboards launched its new campaign, “Born to Lead, Not Follow” to celebrate seven years of the launch of India’s highest-selling foundation stick* and the unstoppable spirit of women that SUGAR represents. The campaign features Ace of Face, India’s first foundation stick range –which was launched back in 2017 in 22 inclusive shades from light to deep – the maximum launched by any Indian brand to date.
Since launch, the Ace of Face foundation stick has steadily grown to become SUGAR’s second-highest selling range. The decision to launch shades for such a wide range of skin tones was a message by the brand to not just help in transforming looks but also inspire people to embrace their uniqueness and conquer the world with invincible confidence. Over the past nine years since the launch of SUGAR Cosmetics in India, the brand has consistently anticipated and met customer demands, maintaining its edge in a fiercely competitive market. With a passion for leadership rather than conformity, SUGAR Cosmetics has continually positioned itself at the forefront of the beauty industry.
Commenting on the campaign, SUGAR Cosmetics co-founder, and COO Kaushik Mukherjee said, “The campaign’s creative thought of “Born to Lead, Not Follow” salutes the spirit of being unstoppable, breaking barriers and challenging societal norms, to create something unique and special. This spirit drives the brand’s core ethos and its product offerings for our consumers. The stellar seven years of the bestseller foundation stick, Ace Of Face, stands testimony of our brand ethos and dedication to providing distinctive value products.”
The campaign is currently live across outdoor media and digital platforms. Billboards can be seen at various locations including in Mumbai at Vakola Flyover @Western Expressway, Sahara Star Junction @Western Expressway, Gokhale Bridge off Western Expressway, and Andheri-Jogeshwari highway among others.
Kaushik Mukherjee’s candid take on SUGAR’s Ace of Base foundation stick product journey
Mumbai: LS Digital, a leading independent digital marketing transformation (DMT) company, collaborated with the Tilda India for the Tilda Basmati Rice Holi Campaign, which persuasively captures the spirit of tastes and traditions, demonstrating how food can be a powerful medium for connecting people from all different walks of life.
The campaign is a short film, that depicts the contrasting ways of two different families celebrating Holi. Despite the differences, both families share a common bond of love, which is food. The film precisely captures the moments of togetherness, where families exchange delicious Tilda Rice dishes. It further highlights the message that food isn’t only about sustenance but also about creating connections and unity.
Through this campaign, Tilda India and LS Digital effectively demonstrated, how food can bridge the gap between diverse cultures and backgrounds, bringing individuals together in a festive atmosphere of celebration. As we celebrate Holi, remember that while our customs and methods of celebration may differ, the joy and warmth of sharing a meal with loved ones are universal in nature.
Ebro India marketing head Puneet Kapoorsaid, “We are excited to introduce our latest creation—a captivating brand film that honors the joyous festival of Holi. As a brand deeply rooted in celebrating diversity, Tilda Basmati Rice takes immense pride in commemorating this vibrant cultural event.
In our film, we invite you to embark on a heartwarming journey alongside a young child who has recently relocated from Ahmedabad to Mumbai with his family. Amidst the bustling streets of Mumbai, the child discovers the magic of Holi—a festival revered not only for its cultural significance but also for its message of unity in diversity.
What makes our story truly special is the contrast it portrays, while Holi is traditionally celebrated with fervour and grandeur in Ahmedabad. In Mumbai, it unfolds with a subtle elegance and restraint. Through our lens, viewers witness how the child’s innocence and enthusiasm serve as a bridge between these distinct interpretations of the festival.
Despite the varying approaches, the essence of Holi shines through, bringing people from diverse backgrounds together in a shared embrace of joy and camaraderie. Our film beautifully captures this spirit of unity amidst diversity, showcasing how Tilda Basmati Rice continues to champion inclusivity and cultural harmony in every celebration.”
Ebro India managing director Graham Carter said, “Tilda has always been a brand that promotes unity, festivity, and togetherness. I am excited to share our latest project, the first-ever Tilda Holi Campaign film. In this film, we see how people from every aspect of life, from affluent families in Mumbai to those in India’s heartlands, gather to celebrate Holi. What makes this film genuinely unique is its emphasis on food as a uniting factor. Regardless of cultural differences, food unites people, strengthens friendships, and symbolizes the spirit of celebration. We witness how simple gestures like sharing food can break down boundaries and create enduring memories.”
LS Digital CCO & SVP, Creative, Social & Design Manesh Swamy said, , “This is the 5th film in the Secret Ingredient Series, where we aimed to celebrate all the key Festivals of India and show how Food brings everyone together, we started with the Ganesh Festival, Diwali, Onam, and now Holi. The hero in all these content pieces was the delicious dishes made with Tilda rice, which helps break a cultural barrier. In cities sometimes the distance between two flats might look longer than it appears, in this film we used the Tilda Rice and Holi festivity as a catalyst to narrow down the gap and color to the audience’s life. We had experimented with long-form content and the completion rate tells us that the audience resonated well with the brand message.”
Mumbai: Manforce Condoms, from the house of Mankind Pharma, has unveiled a campaign on the occasion of April Fool’s Day. Creating a buzz around the launch of new ‘Manforce Realgasm Condoms’ to detect orgasms with a change of colour, the brand ingeniously addresses the issue of fake orgasms in women.
In the video campaign, the male partner catches his girlfriend faking orgasm using Manforce Realgasm Condoms that change colour every time that the female has an orgasm. Leaving the audience puzzled, the brand disclosed on their D2C website that it has played an April Fool’s Day prank on the viewers.
The video incorporates the right mixture of excitement, quirkiness, and fun elements to entice the audience. Through this humorous approach, Manforce Condoms aims to break the taboo around fake orgasms and encourages to have open conversations about this common issue in relationships. The campaign has been conceptualized by Grapes, an integrated communication agency.
Speaking on the occasion, Mankind Pharma associate VP, sales and marketing head Joy Chatterjee said, “Manforce Condoms is known for its innovative campaign with unconventional messaging that aims at elevating the intimacy levels of couples while ensuring safety. This April Fool’s Day, we tried to level up the game by igniting curiosity among the audience. The video invokes a range of reactions by the audience in the form of confusion, disbelief, excitement, to realizing that they have been fooled, it draws their attention to the problem of fake orgasm in women.”
Elaborating on the same, Grapes co-founder and CEO Shradha Agarwal said, “Working on the April Fool’s Day video for the brand was a very enjoyable experience for us. Abiding by the ethos of the brand, we were continuously involved in coming up with a fresh idea that strikes the right chord among the audience. By initiating conversation around the otherwise undiscussed topic, the video captures the interest of the consumers that play a pivotal role in driving enhanced engagement with the audience.”
Mumbai: Sociowash, a leading advertising agency, is proud to announce its 9th anniversary in the industry. Since its inception, Sociowash has strived to elevate the brands and partners it engages with through innovative and impactful creative advertising solutions.
Founded in 2015 by Raghav Bagai and Pranav Agarwal, Sociowash has grown immensely over the last few years with the organisation seeing a 50%+ growth YOY for the last 3 years running. It already had Delhi and Mumbai offices till 2022 and expanded into a 3rd office, New Zealand, in the 9th year too. The company works with brands across industries like Tide, Tinder, BMW Motorrad, Viacom18 and more.
As the agency celebrates this significant milestone, it is poised to embark on an exciting new chapter with its transition to SW Network – an Integrated Advertising Network with verticals that offer brands a holistic approach to marketing. Within the SW Network, Sociowash aims to leverage its expertise across key wings. SW Creative specializes in crafting engaging brand stories and content across digital platforms, while SW Studio the production wing offers comprehensive creative services, including scriptwriting, video production, and artist management. SW Growth Labs is dedicated to developing ROI-centric strategies to deliver quantifiable business impact. SW AI Studios, a first-of-its-kind, AI-led vertical wherein the agency offers AI-backed solutions for its brand partnersComplementing these wings, Youthbeat, a dynamic youth and influencer marketing agency, connects brands with India’s youth pulse, boasting a vast community of over 400,000+ students from 1,500+ colleges nationwide.
Reflecting on the journey, Bagai said, “As we mark 9 years of Sociowash, we are extremely grateful for the trust and support from our clients, partners, and team. We are excited to up the game with our holistic offering to elevate the creative standards in the industry. Our focus is to add value and create impact for our brand partners whether it is through conversations on the internet through viral ideas or end sales through our media vertical, creating impact is key for us. “
Agarwal shared his sentiments, stating, “Throughout our journey, we’ve stuck to our core values of being quick on our feet, striving for excellence, and always aiming to make a positive difference. As we continue to grow and evolve, our next growth phase is taking us beyond India, and we are focused on laying foundations across the globe to be an India-first but global Advertising network.”
