ITV

Category: Ad Campaigns

  • American Oncology Institute launches #VoiceofVictory campaign on World Cancer Day

    American Oncology Institute launches #VoiceofVictory campaign on World Cancer Day

    Mumbai: On the occasion of World Cancer Day, American Oncology Institute (AOI) South Asia’s chain of cancer hospitals launches its campaign, #VoiceofVictory, echoing the theme “Close the Care Gap”. In a world rife with challenges, setbacks, and obstacles, the essence of victory often lies hidden behind narratives of courage, determination, and positivity. With #VoiceOfVictory, AOI aims to unveil and celebrate stories that propel individuals towards triumphs, emphasising the transformative power of resilience and a positive mindset.

    Cancer patient narratives have established themselves as a way of providing information and education but also as an effective approach to improving coping with the disease. As part of the campaign, AOI is releasing a film in collaboration with a young cancer survivor and influencer. This film showcases a positive story and shares hope with thousands who are fighting cancer, resonating with the theme of World Cancer Day. AOI’s commitment to fighting against cancer extends beyond clinical excellence, technological advancements, and passionate care, as it takes a proactive step towards amplifying stories of triumph over adversity.

    Cancer survival stories can help patients to better cope with psychological challenges due to cancer. Through #VoiceofVictory, they strive to bridge the care gap by offering hope, encouragement, and solidarity to those battling cancer. By sharing stories of resilience and triumph, AOI aims to uplift and empower individuals on their journey towards healing and recovery.

    Amidst the overwhelming challenges of cancer, #VoiceofVictory serves as a guiding light, illuminating the resilience of the human spirit in overcoming adversity. This campaign’s alignment with the central theme of ‘Close the Care Gap’ emphasises its commitment to addressing not only the physical aspects of cancer treatment but also the emotional and psychological well-being of patients and their families.

    In a holistic approach to closing the care gap, the AOI, Nagpur launched the varian halcyon E advanced radiotherapy machine, the first of its kind in the Vidarbha region. In tandem with the campaign, AOI organised a series of above-the-line (ATL) and below-the-line (BTL) activities across its 16 units in India.

    Events included cancer screening camps, awareness sessions, walkathons, and health check-up camps, drawing participation from diverse stakeholders such as social groups, NGOs, IMA doctors, media personnel, and the general public. Chief Guests like Uttam Singh (DC Hisar) and DGP R R Swain IPS Jammu and Kashmir graced the occasions, emphasising the significance of cancer awareness. Panels, talks by experts like Dr Trivikrama Rao and Dr Mohan Lal, and felicitations for NGOs and cancer survivors were integral parts of the events.

    These efforts align with AOI’s commitment to holistic cancer care and their campaign, #VoiceOfVictory. This campaign resonates with the central campaign ideas of #AOICancercare and #Wejourneywithyou, reaffirming AOI’s commitment to accompanying patients every step of their cancer journey.

  • Domino’s launches ‘Love Loaded Menu’ for Valentine’s Day

    Domino’s launches ‘Love Loaded Menu’ for Valentine’s Day

    Mumbai: Domino’s Pizza is set to make this Valentine’s Day extra special with the launch of its limited edition ‘Love Loaded Menu’. Building on the success of its recent brand relaunch campaign, “It Happens only with Pizza,” Domino’s aims to enhance the occasion in a unique and memorable way by offering a unique heart-shaped menu to make the valentine’s day special for their loved ones.

    Products

    Price

    Loaded Margherita 

    Rs. 129

    Loaded Farmhouse 

    Rs. 279

    Loaded Peppy paneer 

    Rs. 279

    Loaded Veggie paradise

    Rs. 279

    Loaded Pepper BBQ Chicken 

    Rs. 269

    Loaded Chicken Dominator

    Rs. 379

    Loaded Chicken Pepperoni 

    Rs. 379

    Loaded Choco Lava Cake

    Rs. 119

    To build more occasion share, Domino’s is launching a unique offering for Valentine’s Day – Love Loaded Menu, which adds an extra layer of delight to the celebration. From the classic Margherita to the sumptuous Chicken Pepperoni, each pizza is crafted with a special “Double Cheese Crunch” crust, ensuring a burst of flavor with cheese between two heart-shaped thin crusts. Complementing the savory delights is the heart-shaped Choco Lava Cake, a delightful addition to make the Valentine’s celebration even more special. The new range is available from 1st Feb onwards for a limited time.

    Commenting on the occasion, Domino’s India EVP and chief marketing officer Sandeep Anand said, “Domino’s is thrilled to introduce the Love Loaded Menu, a limited edition heart-shaped menu crafted exclusively for Valentine’s Day. As a brand, we are relentlessly focused on staying relevant to our customers, and Valentine’s Day holds immense significance for them. At Domino’s, we take pride in making moments even more special for our customers, and our Love Loaded Menu is a testament to our dedication to delighting taste buds with both creativity and deliciousness to uplift every Valentine’s Day celebration!”

    Domino’s has long been cherished at the backdrop for bringing people together over delicious slices. In an interesting TVC for the launch, Domino’s puts forward its ethos of ‘It Happens Only with Pizza’ and further solidifying brand relevance in key moments. This creative approach, highlighting the multifaceted banter between a couple over a slice of pizza, serves as a perfect testament to this commitment of creating memorable moments.

  • Chetan Bhagat takes a comic turn in Henry Harvin’s ‘StuckAtTheWrongJob’ campaign

    Chetan Bhagat takes a comic turn in Henry Harvin’s ‘StuckAtTheWrongJob’ campaign

    Mumbai: Henry Harvin Education, a leading ed-tech platform dedicated to upskilling and reskilling programs for young professionals has collaborated with best-selling author and thought leader Chetan Bhagat for its latest ad campaign titled “StuckAtTheWrongJob”. The campaign combines Chetan Bhagat’s signature humor with the message of finding one’s passion through education and skill development.

    The centerpiece of the campaign is a light-hearted and quirky video featuring a couple rushing into a police station to report the “theft” of their son, portrayed by Chetan Bhagat himself. The narrative unfolds with Bhagat playing the role of an imaginative and witty police officer, Chetan, who humorously transforms the mundane act of filing a complaint into a captivating story. The stolen item, in this case, is not a physical possession but a misdirected career path.

    The husband-and-wife duo, played by the goofy couple, seeks to file an FIR for the “theft” of their son whom the wrong career has supposedly taken away. In his role as Officer Chetan, Bhagat adds a touch of drama and humor to the situation, creating an engaging and memorable storyline.

    The ad concludes with Bhagat suggesting a unique FIR title, “Maa k Anchal se Anchal ko Maa banane tak ka safar” (The journey from the mother’s embrace to embracing one’s passion). The voice-over seamlessly transitions to a promotion for Henry Harvin’s diverse courses, encouraging individuals to break free from the shackles of a wrong career choice and explore over 1200 courses across various industries.

    Henry Harvin’s ad campaign, spearheaded by Chetan Bhagat, aims to inspire individuals to pursue their passions and break free from career constraints. The blend of humor, creativity, and a strong educational message is set to resonate with audiences looking for a fresh perspective on career development.

  • HDFC Life’s brand campaign inspires families to support children in their journey of pride

    HDFC Life’s brand campaign inspires families to support children in their journey of pride

    Mumbai: HDFC Life’s latest brand campaign encourages parents to believe in their children’s abilities and proactively plan for their future.

    Over the years, HDFC Life, one of India’s leading life insurers, has showcased various stories highlighting how parents play a pivotal role in ensuring their children’s success. With India’s young generation adopting digital life faster than ever, there has been a definite shift in lifestyle and habits, with parents also having to adapt to this change.

    HDFC Life’s latest campaign presents a heartwarming story where a seemingly distracted young boy surprises his parents with his thoughtfulness, leaving them overwhelmed and proud. The film’s insight is based on the fact that today’s Gen Z live in the digital age; they are self-driven risk-takers with diverse opportunities, yet remain close to their family for guidance and support. With numerous choices and options available, parents must provide proper guidance and financial support to enable them achieve their dreams.

    Speaking on the campaign, HDFC Life chief marketing officer and group head, strategy Vishal Subharwal said, “Today’s young generation is far more adept at dealing with the fast-evolving world around us. In this scenario, it becomes necessary for parents to have faith in their children’s capabilities and be adequately financially prepared to support their children with the education that would enable them to chart their success stories.”

    Adding further, Publicis Groupe CCO – South Asia, Leo Burnett chairman – South Asia Rajdeepak Das said “Often today’s generation is underestimated and misunderstood because of their different approach to life. Our film takes one such example and shows how a son surprises his parents with his thoughtful gesture of using technology as the driving force in helping their business grow. And as parents the best support we can offer the next generation is insuring their future, so that their ideas can soar.”

    The campaign is available across multi-media platforms – television, digital and outdoor.

  • Care Hospitals unveils campaign “ChapterofHope” on World Cancer Day

    Care Hospitals unveils campaign “ChapterofHope” on World Cancer Day

    Mumbai : Care Hospitals, a multi-speciality hospital in India, announced the launch of its latest video campaign, “ChapterofHope,” commemorating World Cancer Day. This initiative aims to raise awareness and extend support to cancer patients, emphasising the profound strength found in hope.

    The campaign, underscored by the theme #ChapterofHope, portrays each day of the cancer journey as a page in a book, symbolising stages and milestones. It resonates deeply with individuals battling cancer, acknowledging their challenges while highlighting their inherent resilience and unwavering hope.

    The heart of the campaign lies in a poignant narrative centered around the life of a vlogger, chronicling a year of his experiences. The video is meticulously crafted to capture slice-of-life moments, revealing that amidst the shadows of a life-threatening illness like cancer, there are bright and optimistic glimpses. It underscores the transformative power of hope, illustrating how a tiny ray of light can illuminate even the darkest days.

    “Our intent with this film is to impart a message of hope—to redefine cancer not as the conclusion of one’s story but as another #ChapterofHope,” shared a spokesperson from Care Hospitals.

    “We endeavor to uplift the spirits of those confronting cancer, fostering a sense of optimism. Our dedicated teams of cancer experts and specialists stand committed to delivering advanced treatment and compassionate care, accompanying patients every step of their journey.” spokesperson added.

    The “ChapterofHope” video campaign is poised to inspire and empower individuals affected by cancer, urging them to embrace hope as an essential companion in their fight against the disease.    

  • SBI Life’s #ApneLiyeApnoKeLiye campaign encourages ‘responsible ambition’

    SBI Life’s #ApneLiyeApnoKeLiye campaign encourages ‘responsible ambition’

    Mumbai: SBI Life Insurance, one of the most trusted life insurers in the country, continues to reinforce the need for accomplishing one’s aspirations while taking care of familial responsibilities with its #ApneLiye ApnoKe Liye campaign, relayed again this year. The thought is to keep inspiring every Indian consumer to champion the spirit of ‘responsible ambition’ and encourage them to explore their own ‘wants’ while securing the ‘needs’ of their loved ones. The campaign continues to underscore the delicate balance between personal aspirations and familial responsibilities thereby inspiring every individual nationwide to adopt a ‘Responsible Ambition’.

    In an era where personal dreams intertwine seamlessly with familial commitments, SBI Life’s campaign celebrates those who fearlessly pursue their ambitions while fulfilling their roles as responsible family members.

    The unique narrative of the campaign unfolds through the lens of a daughter recounting her father’s journey – a poignant tale of ‘Rishabh,’ a man who embarks on an entrepreneurial journey, balancing the challenges of a new chapter in life and ensuring a financially secure future for his family. Embracing the challenges of a new chapter in his life, including the arrival of his first child, Rishabh exemplifies resilience and determination. The TVC beautifully captures his dedication to not only realizing his passion but also securing a financially stable future for his family. As his daughter turns 16, she proudly presents a project inspired by her father’s unwavering commitment, encouraging others to embrace their dreams with the rallying cry, ‘#ApneLiye ApnoKe Liye.’

    SBI Life chief of brand, corporate communication & CSR Ravindra Sharma expressed his thoughts on the campaign, stating, “SBI Life remains at the forefront of comprehending the evolving needs of today’s consumer. The surge of the need for ‘responsible ambition’ continues to captivate individuals nationwide, where the coexistence of personal dreams and family responsibilities is becoming a societal norm. This campaign serves as more than a mere directive; it embodies the essence of trust and reliability that SBI Life is known for. We stand as enablers, encouraging individuals to pursue their dreams with the assurance that their loved ones and responsibilities are secured. Our ongoing campaign humbly celebrates the balance between personal ambitions and family responsibilities, reflecting the enduring values of trust, reliability, and commitment that define SBI Life.”

    As SBI Life Insurance embarks on the second year of the campaign, the company aims to inspire even more individuals to pursue their passions fearlessly while nurturing their familial bonds.

  • Tested Like Samsonite’ – reshaping boundaries of resilience & Innovation

    Tested Like Samsonite’ – reshaping boundaries of resilience & Innovation

    Mumbai : Samsonite, travel solutions company presents an awe-inspiring campaign, ‘Tested Like Samsonite’, showcasing a century long legacy of excellence. Transcending the horizons of resilience and endurance, Samsonite sets on a journey to redefine strength and durability featuring an exceptional lineup of influential personalities testing the brand’s latest products.

    Samsonite, a stalwart in the travel industry for 113 years, introduces the ‘Tested Like Samsonite’ campaign as a testimonial to individuals who symbolize immense strength and valor in the face of adversities. Highlighting similarities between the resilient journey of each individual and the durability of Samsonite’s diverse range of products, the campaign goes beyond conventional product testing.

    Samsonite executive director – marketing Anushree Tainwala emphasises, “Samsonite products are not just luggage; they are a testament to our commitment to quality and durability. ‘Tested Like Samsonite’ is a celebration of resilience and quality. Our carefully crafted marketing campaign captures the very essence of the Samsonite – resilience and perseverance. This campaign highlights our strong commitment to excellence. Our ultimate goal is to ignite inspiration in our audience by showcasing the enduring spirit of each Samson creation.”

    As part of the ‘Tested Like Samsonite’ campaign, the latest video features tennis legend, Sania Mirza, who demonstrates the impact resistance of the Proxis series. A visual spectacle unfolds as Sania Mirza serves powerful smashes against the Proxis luggage pinned to a target wall.

    Showcasing the intensity of a tennis court, the 1-min adrenaline-pumping video captures the force of her hits, with the speed gun readings escalating, and she finally runs out of balls. Examining her resilient opponent, Sania Mirza claims, “This Samsonite is indeed a tough opponent!” The video reiterates the fact – the incredibly strong built and light Roxkin™ material, enables Samsonite products to withstand high-energy impacts, effortlessly.

    This campaign marks a groundbreaking moment for the brand by assembling an exceptional lineup that includes not only sports and fitness icons but also renowned figures from the culinary and business realms. The ensemble, comprising Karun Chandhok, Milind Soman, Sania Mirza, Chef Garima Arora, Vidyut Jammwal, and Ghazal Alagh, reflects the brand’s commitment to embracing a spectrum of talents and achievements.

    The campaign unfolds in a compelling 6-part video series, where each influencer subjects Samsonite’s iconic luggage to tests mirroring the challenges, they have overcome in their own journeys. The video campaign will feature across digital platforms, outdoor spaces, and social media networks, showcasing stories of resilience and strength portrayed by influential icons.

    Link to the video featuring Sania Mirza –

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Sania Mirza (@mirzasaniar)

    Campaign details:

    brand: Samsonite

    campaign name: #TestedLikeSamsonite

    original campaign

    Agency: Lowe Lintas  

    production House: Flying pigs

    director: Bharat Sikka

    for social media influencer campaign

    agency: Social Beat  

    production House: Magix Engage

    director: Chinmay Deshpande

     

  • Cadbury 5 Star has created a ‘Time-Travel Device’ to skip Valentine’s Day entirely!

    Cadbury 5 Star has created a ‘Time-Travel Device’ to skip Valentine’s Day entirely!

    Mumbai : Taking its philosophy a step further for Valentine’s Day this year, Cadbury 5Star is set to transform 14 February with a bold new campaign that will take the day of love out of the equation. Cadbury 5 Star has consistently supported individuals who feel disenchanted with Valentine’s Day and prefer to spend the occasion doing nothing. Building on the success of last year’s endeavor to help escape the mush, the brand along with its volunteers will introduce the ‘time travel vessel’, with a mission to Erase Valentine’s Day. On 14 February three brave volunteers will embark on a mission to fast forward the day from their timelines, with the entire world invited to witness the spectacle through an event which will be live streamed for all.

    Commenting on the campaign, Mondelez India VP- marketing Nitin Saini said, “Cadbury 5 Star is an embodiment of bold cheekiness and mischief, and the current campaign will meet a new level of whimsy by doing the impossible – Erase Valentine’s Day. Since last year escaping Valentine’s Day was just not enough for some, we wanted to break the mush meter altogether for the 5 Star fanatics, and fast forwarding the day seemed like the only way to accomplish the mission while also offering a rollercoaster ride of laughter and endless banter. We hope this first-of-a-kind voyage with 5 Star will be a successful one with the mission as a new ray of hope for singles who will hopefully join us as Mission Engineers to make this collective dream come true.”

    Cadbury 5Star has embarked on this mission in partnership with the legendary space scientist Nambi Narayanan, to introduce a unique ‘time travel vessel’, a ship named F.N.S. Cringe Vinash, that will be sent to cross the International Date Line between American Samoa and Samoa at exactly 11:59pm on 13 February 2024 thereby crossing the 24-hour threshold and setting foot into 15 February, 12:00am – the local time on the other side of the International Date Line thus, skipping 24 hours of Valentine’s day in a single minute! The volunteers who will embark on this momentous journey will symbolize the spirit of all those who wish to erase Valentine’s Day from their calendars this year. These volunteers, equipped with an abundance of Cadbury 5Star treats, will indulge in these delightful confections and Do Nothing as they journey through time.

    Ogilvy India chief creative officer Sukesh Nayak added, “5 Star has been surprising audiences every year with crazy digs at Valentine’s Day. But this time, when Karunasagar Sridharan proposed the idea of literally erasing the day using time travel, we instantly knew that this was going to be bigger than anything we’ve done, and a mammoth task to pull off. Fortunately, the Ogilvy Experiential Marketing Team lead by Krishnakant Mishra managed to move mountains and get a ship to the middle of the Pacific Ocean, and our Ogilvy teams have orchestrated everything from a detailed live stream event in the middle of nowhere to a mission control room, and to add to the craziness, they’ve even brought in a legend like Nambi Narayanan to explain the science behind the mission. Every ‘do nothing’ campaign on 5 Star has been loved by audiences and we are looking forward to the buzz our latest installment generates.”

    Wavemaker India chief client officer & office head Shekhar Banerjee mentioned, “When it comes to building an anti-culture narrative, we know that one-size-fits-all approach just won’t cut it. Disrupting popular norms and triggering conversations requires a unique and differentiated approach to media. For this mission, we teamed up with some cool influencers as our hosts, carefully chosen to help us achieve our goal. As a countdown to the time-machine launch we will see diverse media touchpoints building anticipation for the D-Day. So buckle up and brace for impact as Cringe Vinash is about to rewrite cultural narratives like never before. Stay tuned for an unforgettable experience.”

    Conceptualized by Ogilvy, the brand has released an ad film announcing the mission and asking viewers to sign up as ‘Mission Engineers’ by visiting the mission’s website – www.erasevalentinesday.com. According to the website, Mission Engineers will get to play a ‘key role in making history’ – they will get to virtually connect with the control room during the event on 14 February and will even get to contribute LIVE to certain decisions taken by the crew.

  • GS Caltex India launches third edition of #GaadiKeDoctor campaign

    GS Caltex India launches third edition of #GaadiKeDoctor campaign

    Mumbai: GS Caltex India, a leading premium lubricant company, is marking its 14th Anniversary in India by launching the 3rd edition of the #GaadiKeDoctor campaign. This campaign, dedicated to the unsung heroes behind the wheel and beneath the hoods, celebrates the invaluable contribution of vehicle mechanics.

    In recognizing the significance of mechanics in our daily lives, GS Caltex India celebrates 2nd February as ‘National Mechanic’s Day,’ to coincide with its 14th anniversary. The company acknowledges and honors mechanics for their pivotal role in ensuring roadworthy and safe vehicles for all. GS Caltex has gained prominence in India for its premium lubricants, catering to both B2B and B2C segments.

    To commemorate this occasion, GS Caltex has released a campaign ad film on Mechanics Day across digital platforms. The campaign emotionally connects with mechanics, portraying their understanding of automobiles as living entities and positioning them as ‘Gaadi Ke Doctor.’

    This campaign serves as an ode to the dedication, resilience, and expertise of mechanics. It recognizes that every turned bolt and diagnosis reflects their skill and unwavering commitment to keeping our wheels turning at all hours. Mechanics, in the eyes of GS Caltex, are not just fixers of machines but architects of reliability, creators of safety, and custodians of memories.

    As GS Caltex completes 14 years in India, the company wishes to express gratitude to every mechanic in the country. This is the third consecutive year that GS Caltex is celebrating February 2nd, which is their Foundation Day as National Mechanics Day, a day dedicated to appreciating and recognizing the vital role mechanics play in our lives.

    GS Caltex India general marketing – marketing shared K Madhu Mohan, “Completing 14 years is a glorious feat for any brand. With GS Caltex nearing that milestone, we wanted to celebrate it with grandeur and give back to the mechanic community that makes us who we are. Mechanic’s Day is more than a celebration; it’s the recognition that mechanics deserve, and GS Caltex is proud to be the pioneer of this movement. So, here’s to the grease-streaked hands that work tirelessly, the eyes that keenly inspect, and the hearts that beat for the smooth purr of a finely tuned engine. In every rattle they silence, every engine they revive, they weave a story of reliability, dependability, and trust.”

    The film pays tribute to mechanics’ extraordinary dedication, showcasing their commitment around the clock, even during odd hours and emergencies. It captures scenes of mechanics responding to breakdowns, working tirelessly in dimly lit garages, and swiftly coming to the rescue. The narrative emphasizes their commendable nature as guardians of safe travels, ready to address any issue. The film highlights instances where mechanics showcase expertise, restoring vehicles in various challenging situations. Emotional moments underscore the relief and gratitude of those whose journeys are saved by these dedicated professionals. Through powerful visuals and testimonials, the film conveys that mechanics are essential partners in ensuring the safety and reliability of every journey, transcending their role as mere service providers.

  • A&M leaders weigh in on Interim Budget 2024

    A&M leaders weigh in on Interim Budget 2024

    Mumbai: The Interim Budget 2024 unveiled on 1 Feb has set the stage for a symphony of perspectives within the advertising and marketing industries. From applauding the focus on digital transformation and entrepreneurship to expressing cautious optimism amid economic growth strategies, industry leaders share their perspectives on how fiscal policies might shape the landscape for campaigns, innovations, and consumer engagement.

    Here’s what various marketing and advertising agencies have to say:

    Boomlet Group co-founder and MD Preety Singh

    In the wake of the recently announced union budget, the emphasis on empowering women through financial support is a promising stride towards our nation’s vision of achieving developed status by 2047. The disbursement of 30 crore loans to women entrepreneurs signals a crucial step in catalyzing their economic prowess. The noteworthy 37 percent surge in female workforce participation in the fiscal year 2022-23 underscores the success of our collective efforts in fostering an inclusive economy. As a woman entrepreneur, I believe that this financial impetus not only propels our businesses but also serves as a beacon for gender equality and socio-economic progress. To ensure that Indian MSMEs compete globally, sustained commitment to the empowerment of women is indispensable. This interim budget continues to pave the way for a future where the entrepreneurial spirit of women becomes a driving force in our nation’s journey towards prosperity and development.

    Tagglabs founder Hariom Seth

    This interim budget strikes a prudent balance between driving economic growth through infrastructure expansion and putting more money in the hands of middle-income groups. This twin-engine approach can accelerate demand across sectors, creating ripe conditions for advertising and marketing.

    However, how increased public capital expenditure influences private corporate spending will be key. If crowding-out effects emerge, advertising budgets may face cuts as companies watch their bottom lines.

    Therefore, this budget provides reasons for tempered optimism rather than outright euphoria for marketers and agencies. Government capital spending should drive ancillary advertising as infrastructure projects necessitate promotions. But patchwork policy measures specifically targeted to incentivize digital adoption and urban consumption could have provided a steroid boost.

    Pulp Strategy founder & MD Ambika Sharma

    The union budget 2024 has presented a groundbreaking roadmap for India’s digital transformation, bolstering the IT and internet landscape across the nation and expanding connectivity. This translates to more opportunities for businesses to thrive in the digital realm and captivate audiences with potential for greater outreach. The budget’s attention to skilling and training programs for media and entertainment professionals is a game-changer, nurturing a highly skilled workforce that can deliver awe-inspiring content and consumer experiences. Additionally, initiatives such as tourism promotion and rural development have the potential to boost advertising demand. The Union Budget 2024’s focus on fostering innovation and entrepreneurship through tax benefits, credit guarantee schemes, and fund launches creates a fertile environment for startups and MSMEs to thrive and make a positive impact in society. The budget also highlights the importance of the media and entertainment industry in promoting India’s culture and soft power worldwide, tapping into the power of technology to create immersive experiences, showcase the beauty and diversity of India, and drive meaningful change in society.

    Media Care Brand Solutions director Yasin Hamidani

    The Interim Union Budget 2024 places a strong emphasis on the upliftment of economically vulnerable sections, women, farmers, and the youth, recognizing their pivotal role in the nation’s progress. The commendable commitment to construct an additional two crore houses over the next five years through the PM Awas Yojana Grameen highlights the government’s dedication to ensuring housing for all. Finance Minister Sitharaman’s announcement of an upcoming scheme tailored for the middle class, especially those in rented houses, slums, and unauthorized colonies, marks a positive step towards fostering inclusive growth. With expectations for a comprehensive roadmap for Viksit Bharat in the full budget this July, it is anticipated that it will further reinforce the government’s commitment to both economic development and welfare.

    A reassuring development is the decision to eliminate long-pending and minor income tax disputes. This aligns with the government’s ongoing efforts to minimize legal conflicts. Notably, there are no alterations to tax rates or structures, and no adjustments have been proposed in personal taxation. This might be a bit disappointing for those who were anticipating such announcements.

    KlugKlug co-founder and CPO Vaibhav Gupta

    In this interim budget, the acknowledgment of the transformative impact wielded by new-age technologies and data on individuals and businesses resonates deeply with Klug Tech’s core values. The emphasis on fostering economic opportunities and ensuring affordable, high-quality services reflects a commitment to inclusivity, reaching even those at the ‘bottom of the pyramid. As innovators and entrepreneurs, we stand poised to contribute to India’s rising global potential through our cutting-edge solutions. This budget sets the stage for a future where innovation and entrepreneurship drive positive change, elevating India’s position on the global stage.

    Mad Influence CEO and founder Gautam Madhavan

    Mad Influence welcomes the government’s commitment to maintaining stability in taxation, ensuring continuity for startups and IFSC units by extending tax exemptions till 31 March 2025. The finance minister’s decision to withdraw outstanding direct tax demands up to Rs 25,000 and provide relief to one crore taxpayers is a positive step towards improving taxpayer services. As the economy strides towards sustained growth, Mad Influence acknowledges the government’s prudent approach in maintaining existing tax rates and embracing the positive impact of GST on trade and industry. However, Mad Influence looks forward to more targeted initiatives for startups in the upcoming full Budget in July. The overall budgetary estimates, with a focus on interest-free loans, reflect a balanced approach towards economic growth. Mad Influence anticipates further details in the detailed roadmap for ‘Viksit Bharat’ promised in the full Budget, paving the way for a more prosperous and inclusive India.

    Vivify Asia founder and director Vikram Bhalla

    As the union budget 2024-25 is presented, the budgetary figures outlined reflect a prudent approach to fiscal management. The finance minister’s estimate of total receipts, excluding borrowings, at Rs. 30.80 lakh crore and total expenditure at Rs 47 lakh crore for the upcoming fiscal year demonstrates a commitment to responsible financial planning. The continuation of interest-free loans at an outlay of Rs 1.3 lakh crore is a strategic move to support key sectors. The targeted fiscal deficit of 5.1 per cent of GDP for 2024-25 aligns with the government’s commitment to gradually reduce the deficit to 4.5 per cent of GDP by 2025-26. This shows a balanced effort to stimulate economic growth while maintaining fiscal discipline.

    The mention of revised estimates for 2023-24, with revenue receipts expected to surpass the budget estimate, reflects the positive momentum in economic activities and formalization. The government’s ability to manage expenditures effectively is evident in this upward revision. While the overall vision for ‘Viksit Bharat’ is ambitious, the budget strikes a balance between addressing immediate concerns, investing in long-term growth drivers, and maintaining fiscal prudence.

    GOZOOP Group chairman and co-founder Rohan Bhansali

    India’s union budget 2024 heralds a golden era for our tech-savvy youth, epitomizing our nation’s high aspirations and the transformative journey our economy has undertaken over the last decade. The announcement of a 50-year interest-free loan represents not only a visionary step but also a testament to the government’s unwavering commitment to fostering entrepreneurship and innovation amongst the youth. Furthermore, the budget’s focus on empowering the youth with access to affordable capital is a testament to the government’s proactive approach towards addressing the evolving needs of our dynamic workforce. By providing avenues for skill development, training, and access to capital, we are not only nurturing talent but also creating a conducive environment for inclusive growth and prosperity. At GOZOOP Group, we are committed to partnering with the government and other stakeholders to leverage our expertise, resources, and technology-driven solutions to support the realisation of India’s vision for inclusive growth and sustainable development.

    GOZOOP Group global CEO and co-founder Ahmed Aftab Naqvi

    I think it’s a forward-looking interim budget. The allocation of Rs one lakh crore for a 50-year period as a support to tech-savvy youth at low or no interest rates will fuel more energy in Bharat. The certain tax benefits given to startups signal direction of innovation and economic dynamism. As an entrepreneur this ignites optimism. With the government’s focus on rural development, FMCG as a category will get the much-needed boost. In the post-election budget, I would like to see emphasis on privacy regulation for AI, which is a critical aspect for the A&M industry.

    PromotEdge founder and CEO Saurav Agarwal

    We are pleased to acknowledge the visionary steps taken by finance minister Nirmala Sitharaman in the union budget, paving the way for a digitally advanced, globally sustainable, and healthy India. This budget reflects a progressive approach, focusing on inclusive growth, leveraging the potential of cutting-edge technologies, and implementing crucial business reforms. Over the past decade, the Indian economy has undergone a remarkable positive transformation, and this budget is a testament to our commitment to sustaining this upward trajectory. The consumer tech startup sector will surely be stimulated by the proposed tax advantages, which would encourage entrepreneurship and innovation. The allocation of Rs 1 lakh crore for a 50-year interest-free loan is a game-changer, providing our tech-savvy youth with a golden era for long-term financing or refinancing at low or nil interest rates. The announcements hold particular significance for startups and the digitisation drive. Since this was an interim budget, there was not much regarding the digital sector, we expect much more in the upcoming budget in July.

    Viral Pitch founder Sumit Gupta

    With the outstanding success of PM Mudra Yojana, which has approved an amazing 43 crore loans worth ₹22.5 lakh crore, our country is on track for an entrepreneurial revolution. This excellent backing is evidence of the dedication to promoting youthful goals. As a result of the collaborative efforts of programs like Fund of Funds, Start-Up India, and Start-Up Credit Guarantee, ambitions have been achieved on this transforming path. Our youth evolves as ‘rozgardata’ – the creators of their destinies and contributors to the development of the country – when these ambitious plans come to fruition. This enormous step toward economic independence indicates a better future for our country, one in which industry and creativity flourish and bring in a new period of opportunity and progress.

    Grapes founder and CEO Shradha Agrawal

    The government’s initiative to provide adequate finances and advanced technologies to micro, small, and medium enterprises (MSMEs) is indeed a positive step which will benefit the overall economy.

    Also, there’s a notable reduction in the corporate tax rate. For instance, domestic companies will now face a reduced rate of 22 per cent, down from the previous 30 per cent. This aims to boost business growth in India and enhance the competitiveness of the manufacturing sector, contributing to overall economic development.

    Additionally, the budget also allocates considerable attention to the development of modern infrastructure in all its forms—digital, social, and physical—opening up new opportunities for the M&E sector, particularly in the realm of digitalization.