Mumbai: Myntra, one of India’s leading fashion, beauty and lifestyle platforms, announces its new festive campaign, ‘Palich Palich Pongal’, to elevate Pongal celebrations with Myntra’s fashion, targeting people celebrating the festival, including those from the Tamil Nadu market. The Pongal festival is widely celebrated in southern India, including Andhra Pradesh, Telangana, Tamil Nadu, and Karnataka, to commemorate the harvest season, and has a cultural significance marking new beginnings. The diverse selection on Myntra transcends geographies, providing customers with a plethora of options to celebrate the festive season with much delight while also giving them the opportunity to express their unique cultural identities through their fashion choices.
The campaign’s tagline ‘Palich Palich Pongal’, translating to ‘Bright and Glamorous Pongal’ in Tamil, captures the spirit of the festival’s focus on everything vibrant, shiny and new. The campaign serves as a heart-warming tribute to the festival for every family, placing fashion at the heart of elevating these cherished moments, realised through Myntra’s Pongal collection. The ‘Pongal Store’, live on the app, brings together a curated festive selection of 4 lakh+ styles from 1800 brands across categories for the entire family, from brands including Pothys, The Chennai Silks, Soch, Unnati Silks, Taneira, Kalamandir and many more, offering categories such as Veshti Sets, Traditional Dhotis, Shirts, Silk Kurtas, and Sarees. These selections will be available at incredible offers coupled with the convenience of a three-day delivery.
The campaign will include an ad film, and social media activations including promotion by 50+ Tamil-TG focused creators. The influencer collaborations and personalized Pongal Store underscore Myntra’s commitment to becoming a trusted fashion destination in the region. The campaign is expected to reach more than 30 million people, with the ad film being presented to audiences on digital channels like Facebook and Google.
Speaking on the festive campaign, Myntra senior marketing, brand marketing Vijay Sharma said, “The confluence of Tamil Nadu’s vibrant and rich culture and the constantly evolving fashion choices of people, allows us to build salience with the fashion-forward shoppers. The campaign brings to fore how Myntra fashion is an integral part of our customers’ key occasion moments. During Pongal, one of the biggest festivals of the region, Myntra’s widespread offerings from brands native to this region along with many others promise to double the festive delight for the shoppers.”
Mumbai: As travellers start to think about their travels for the new year, global travel marketplace, Skyscanner has launched its latest campaign, ‘Everywhere Agency’, connecting travellers with record-holding travellers who have visited every country across the globe.
According to data from Skyscanner, Indians’ passion for global exploration has reached unprecedented heights in 2024, with mounting early interest in travel indicated in its data. In the last week of 2023, the search volume for overseas travel by Indian travellers increased by 39 per cent compared to the same period last year. Looking ahead into 2024, a remarkable 98 per cent of Indian travellers are keen to try somewhere new while 42 per cent share that one of their biggest struggles when booking travel is deciding where to go. In a survey conducted by Skyscanner, it is revealed that despite social media, TV, and film perpetuating conventional tourist spots, 95 per cent feel fatigued by those repeated choices. 79 per cent of Indian travellers admit that the prospect of booking travel in 2024 is overwhelming, with 40 per cent citing cost concerns and an equal percentage grappling with destination decisions.
To help alleviate Indians’ travel anxiety, the Everywhere Agency is a campaign that connects record-holding travellers with consumers worldwide, offering travel advice based on their own experience. These well-travelled experts are known as Everywhere Agents, who are set to ease traditional traveller anxiety about unknown destinations, and help travellers discover the less-travelled places, without compromising on value. Travellers can explore tips offered by the Everywhere Agents through the Everywhere Guide, or via 1:1 exclusive virtual appointments. This campaign is powered by Skyscanner’s ‘Everywhere’ search, the travel hack that helps travellers explore destinations, ordered by price, from thousands of travel sites – all in one place. The ‘Everywhere’ search is the most searched destination for Indian travellers currently, highlighting the desire to explore regardless of the location of origin. Other popular destinations for Indians are Dubai, Bangkok, London, Kuala Lumpur, and Singapore.
Travellers can also easily access the Everywhere Guide, an online widget on Skyscanner, that shares responses to frequently asked travel questions, based on each Everywhere Agent’s personal experience. Questions include “Where’s the most memorable night out?”, “Where should everyone try a once-in-a-lifetime activity?”, and more. The Everywhere Guide also displays a Trip Snapshot for every suggested destination, showing the lowest flight and hotel prices, and the cheapest day to travel, for any selected month of 2024. These link out to corresponding search parameters on Skyscanner, allowing travellers to conveniently complete trip bookings for their newly discovered destination.
With India being a diverse market with a large variety of travel preferences, Skyscanner has appointed renowned travel personality, Anunay Sood, as the Everywhere Agent for India. Known for exploring 30 countries by the age of 30, Anunay captivates audiences with his inspiring travel adventures, travel tips, encouraging them to uncover the world’s breath-taking wonders. Other Everywhere Agents include individuals like Gunnar Garfors, the first to visit every country in the world twice; Renee Burns, a world record holder for traveling to the most countries in a year in a wheelchair.
Skyscanner’s appointed Everywhere Agent, Anunay Sood said, “I used to be in a full-time corporate job to finance my travel adventures. My fascination with travel photography and exploration ignited my desire to become a dedicated globetrotter. After exploring over 30 countries, I’ve gained insights into what travellers really love. As someone who’s passionate about adventures, through my extensive travels, I’ve tailored tonnes of handy travel tips – whether it’s picking the right destination, navigating the complexities of budgeting or planning the perfect itinerary. Having been there myself, I also understand the specific needs of younger professionals who are working corporate jobs and dreaming of exciting getaways. Along with Skyscanner, I look forward to helping travellers find the best views, food, experiences and more as they plan their upcoming trips.”
Skyscanner’s travel trends and destination expert Mohit Joshi said, ‘’The Everywhere Agency is not just about offering alternatives; it’s about inspiring a shift in perspective. Through exclusive 1:1 sessions with record-breaking travellers and recommendations that go beyond the ordinary on the Everywhere Guide, we hope to empower and equip travellers with the tools needed to discover and enjoy destinations that they didn’t even know they desired.’’
Feeling inspired? You can sign up for a 1:1 Everywhere Appointment here.
Mumbai: Chumbak, India’s leading home and lifestyle retail major, has unveiled the ‘A Life of Joy’ campaign on the occasion of celebrating the New Year. This strategic development highlights Chumbak’s commitment to uplifting the overall consumer experience and strengthening its position in the competitive retail sector.
‘A Life of Joy’ serves as the brand’s manifesto, presenting its core values that have consistently defined Chumbak for its consumers and internal team. Focused on celebrating the small joys in life, the campaign looks forward to establishing Chumbak more than a retail destination but a companion of joy in everyday living.
Speaking about the announcement, Chumbak co-founder and director, of product & design Shubhra Chadda mentioned, “We couldn’t be happier – A Life of Joy is the foundation of Chumbak and defines everything we create here. More than anything, we’ve always been an emotion and a way of life for our consumer and we promise to keep it that way!”
Adding to that, Chumbak co-founder and director of the brand Vivek Prabhakar said, “A Life of Joy is a brand promise we’re making to our consumer, a pledge to make every interaction that our consumer has with Chumbak, joyful. This reflects and will continue to reflect in our product, design, and shopping experience. We’re very glad to kickstart the new year on a high note and unveil this across all our brand touchpoints.”
As Chumbak continues its trajectory, the ‘A Life of Joy’ campaign aligns with the brand’s strategic objectives to strengthen consumer loyalty, enhance brand recognition, and create a positive impact on the bottom line.
Mumbai: Flipkart, India’s homegrown e-commerce marketplace, has strengthened its position as the one-stop destination for every shopping occasion, including weddings, for millions of consumers across the country. Kicking off the new year on a high and celebrating the ongoing wedding spirit, the latest ‘Mauka jo bhi ho, bas Flipkart karo’ campaign aims at connecting with customers as they look to improve their style and gifting game. This message has been brought to life in a set of two ad films that showcase different wedding rituals celebrated across India, featuring brand ambassador and beloved Bollywood actor Alia Bhatt. The campaign bolsters Flipkart’s commitment to empowering every Indian’s shopping dream by delivering value while fulfilling every nuanced need – from everyday essentials and the latest gadgets, to wedding fashion wishlists.
The film features a well dressed couple as protagonists who arrive at a wedding, only to bring shock and awe to everyone present with unexpected and thoughtful gifts – a smartphone and television to the couple. Through Alia Bhatt’s interjections and quirky engagement, Flipkart is revealed to be the reason behind their dapper look and gift selection – truly a one-stop shop for everything from fashion to electronics. This makes these wedding guests the star of the wedding, impressing everyone around them, especially Alia. The ad films close with the bride, groom and all the attendees revelling in the celebration with a ‘Mauka jo bhi ho, bas Flipkart karo’ jingle. From both these films, one message is absolutely clear – Flipkart is one of the chosen destinations for any shopping need for anyone!
Speaking about the new campaign, Flipkart Sr director – marketing Pratik Arun Shetty said, “At Flipkart, our focus has always been on enhancing the shopping journey for every Indian. Our latest campaign, ‘Mauka jo bhi ho, bas Flipkart karo,’ embodies this ethos. The ad films featuring Alia Bhatt spotlights Flipkart as the ultimate shopping destination for all your needs. We are thrilled to start the new year by celebrating Flipkart’s role in empowering shoppers to shine during every special occasion with perfect outfits and thoughtful gifts. With this, we invite everyone to discover the convenience and delight of shopping on Flipkart for any event.”
Leo Burnett Group executive creative director Mayuresh Dubhashi said, “Sure, weddings are all about the bride and groom, but that doesn’t mean the attendees can’t leave a lasting impression here and there. Our campaign explores the modern day definition of putting your best foot forward at occasions like weddings, whether it be through a style statement or through the perfect wedding gift. The film featuring Alia Bhatt, really exemplifies the joy and ease of discovering fantastic deals and latest products on Flipkart, making it the first choice for every occasion”
Conceptualised by Leo Burnett, Flipkart has devised a 360-degree campaign with a judicious mix of channels to reach its dynamic set of consumers in multiple languages across demographics.
Mumbai: Morphy Richards, India’s leading premium lifestyle home appliances brand, has announced an exciting winter campaign with the adorable Bollywood duo – Richa Chadha and Ali Fazal. The digital film, titled ‘Date from Home,’ aims to redefine winter experiences by highlighting Morphy Richards’ latest smart and innovative Zero Oil Radiator Heater Range as the perfect companions for creating cosy moments indoors. This is a unique room heater equipped with breathe-easy technology that helps in maintaining healthy oxygen levels and indoor air quality. The brand’s proprietary technology utilises no oil but has two copper plated heating elements and a unique 15 fin design that together deliver 25% faster heating. This is an industry- first feature, which is what makes this product a must buy this winter season.
The iconic British brand has always catered to the consumers’ need for intuitive and user-friendly products that deliver sheer happiness. As the temperatures drop, Morphy Richards is keen to inspire individuals to create special moments at home, turning it into a haven of warmth and togetherness while elevating your living spaces. The campaign film, which is a 90 -second DVC, features the beloved celebrity couple – Richa Chadha and Ali Fazal – focusing on the concept of enjoying romantic dates from the comfort of your home during the chilly winter months when your partner doesn’t want to step out. In the film, while Richa wants to step out for an evening with her husband, Ali says “He doesn’t feel like going out because it’s really cold outside and there’s a lot of traffic and pollution.” Rather than getting upset, Richa mentions that there’s “no need to get angry” as she has a 3-step guide to enjoying a romantic date at home and the perfect solution to stay in – the Morphy Richards’ smart range of Zero Oil Radiators.
Commenting on the campaign launch, Bajaj Electricals Ltd COO – Consumer Products Business Ravindra Singh Negi said, “Morphy Richards is an iconic British brand known for offering premium lifestyle appliances that add happiness to everyday life. With the onset of winter, the smart range of Thermocore XR Zero Oil Radiators serves as the ideal partner. This unique range utilises no oil, enabling 25% faster heating – an industry first feature. We are delighted to collaborate with Bollywood power couple Richa Chadha and Ali Fazal who embody the spirit of happiness and warmth which is perfect for our campaign. We’re confident that consumers will relate to the film and will depend on the brand to transform their living space into a cosy retreat.”
Mumbai: Empowering kids living with chronic respiratory conditions like asthma through the magic of music. Cipla forays into the next phase of its Tuffies campaign with a new song. The mighty melody has been sung and composed by Shankar Mahadevan and conceptualised with creative agency ^ a t o m network. With the aim of spreading the Tuffies mission nationwide, the new song will be part of the company’s strengthened efforts to promote paediatric respiratory care awareness through both online and offline channels. The Tuffies song is now available across Cipla’s social channels.
Listen to the Tuffies Dhan-ta-daa’ song:
Speaking on the launch of the new song, Cipla CEO – One India Business Achin Gupta said, “Music has always been an incredible medium of expression and at Cipla we have tremendous belief in its ability to inspire, motivate and unite. We’re excited to launch the ‘Dhan-ta-daa’ song specifically created for little Tuffies across the country and we’re especially excited to have collaborated with the talented Shankar Mahadevan to help us bring the spirit of ‘Tuffies’ alive.”
Singer and composer Shankar Mahadevan said, “Music is a powerful tool for storytelling and I’m so happy to have been presented with the opportunity to be part of such a special project that brings attention to a serious and relevant cause. Learning about the impact of a disease like asthma on little ones across the country was an eye-opener and Cipla’s commitment to these little ‘Tuffies’ is commendable. Melodious and catchy, our hope is that this song resonates with children, enabling them to take charge of their own health and give them the courage to achieve their full potential.
The song launch will be coupled with new initiatives that includes a second comic book titled, ‘Mystery of the Lost Kitty’ which for the first time has been co-created with Indian paediatricians. Furthermore, recognising the crucial role of schools in promoting health education, the company has rolled out the ‘Tuffies ki School Yatra’ to more than 1000 schools across the country. Through this hands-on approach the company hopes to empower students and staff with the knowledge to navigate respiratory conditions, dispel misconceptions, and promote proactive respiratory health management. In addition to asthma screening opportunities, the yatra includes fun activities like blow painting for kids, engaging group sessions with healthcare professionals for staff members, and opportunities for parents to feature their child in the next Tuffies comic book.
Speaking on the new comic book and the ‘Tuffies Ki School Yatra’. One India Business at Cipla Ltd CEO Achin Gupta said, “Addressing India’s young population, where 70-82 per cent of those suffering from wheezing or severe asthma remain undiagnosed. Tuffies aims to educate and entertain children in a relatable language. Exemplifying the power of tailored creative storytelling in effectively engaging audiences, the slew of offline and online activities will only further bolster these ambitions and aid our mission of raising awareness about paediatric respiratory care”.
Led by the delightful, animated characters Vicky, Mini, Gullu and Puffy – Tuffies hopes to inspire children with respiratory conditions, like asthma, to take charge of their health through dynamic storytelling and engagement. It also assists parents and caregivers in distinguishing between accurate information and misconceptions about these conditions.
Mumbai: VIP Industries Ltd, a trailblazer in the luggage and travel accessories domain, proudly introduces the groundbreaking lightweight range – VIP Airtron, setting a new benchmark in the global luggage universe. With an unprecedented and visually stunning campaign called #LightUpYourNext as part of their #WheresNext campaign executed through a future-forward CGI platform, VIP Bags unveiled Airtron, redefining lightweight travel solutions with unparalleled innovation.
The #LightUpYourNext campaign takes an exciting leap in marketing, leveraging cutting-edge CGI technology to redefine the narrative of lightweight travel. By incorporating CGI into different facets of the campaign, VIP Bags transported the audience into a world where Airtron isn’t just luggage; it’s blend of innovation and aesthetic brilliance. The campaign’s CGI-centric approach made it an immersive experience for audiences on social media, garnering widespread praise and significant engagement.
VIP Industries VP marketing Praful Gupta emphasised, “Our dedication to pioneering new technology-first solutions for marketing remains unwavering. The integration of CGI in our #LightUpYourNext campaign isn’t just a trend; it’s a deliberate step towards embracing the future of marketing. VIP Industries aims to consistently push the envelope, leveraging technology to create experiences that resonate deeply with our audience.”
The social media blitz on Instagram encapsulated the essence of Airtron’s lightness through a series of captivating posts and videos, each meticulously crafted with CGI to emphasize the revolutionary lightweight design. A stunning CGI video of an out-of-home ad showcased the Airtron range and its remarkable features. From the luggage floating gracefully over cityscapes, emphasizing its innovative functionalities such as back wheels, anti-theft Securitech zipper, TSA lock, to a surreal store window portraying the bags seemingly levitating—each post creatively accentuates the light element of the Airtron range.
In just 30 days, the #LightUpYourNext campaign has achieved an extraordinary reach, captivating a staggering 15 million people online. Impressively, it has recorded a 32% engagement rate, testament to the creative innovation resonating deeply with the audience. Additionally, 15% of the audience actively shared the captivating creatives, underscoring the campaign’s organic virality.
“CGI isn’t just stunning visuals; it’s the launchpad from hefty budgets to creative brilliance. With Airtron’s CGI-powered unveiling in our #LightUpYourNext campaign, we’ve proven that innovation can be both cost-effective and visually breathtaking—ushering in a new era of product marketing- where luggage isn’t just carried; it floats through cityscapes and transports viewers to a surreal realm. This campaign is more than just a showcase of innovation—it’s a testament to our commitment to providing travelers with exceptional, cutting-edge solutions and immersive marketing experiences as well. The overwhelming response from our audience has been wonderful to witness,” added Suyash Dongare.
Airtron stands as a testament to VIP Industries’ relentless pursuit of excellence and commitment to redefining travel experiences through innovation. With its unrivaled lightness and advanced features, the Airtron range promises to elevate the way travelers perceive luggage.
Mumbai: This New Year, apna.co, India’s jobs and networking platform, launched a campaign titled #ApnaThankYou as a heartfelt tribute to the remarkable job seekers whose careers found new horizons on this groundbreaking platform. The campaign used state-of-the-art CGI technology to unveil awe-inspiring Magic Portals hovering above India’s iconic landmarks. From the majestic India Gate to the cultural wonders of Charminar, the digital film weaved magic, spotlighting not just apna.co’s profound impact but also narrating compelling success stories.
The data unveiled is as inspiring as the campaign. Delhi witnessed an unprecedented 1.9 crore job applications, while Chennai made history with equal gender representation in applications. Bengaluru saw a staggering 40 Lakh women applicants, Hyderabad boasted 31 lakh fresher applications, and Mumbai shone with 40 lakh graduate applications in 2023 alone. #ApnaThankYou heralds a fresh chapter in job-seeking narratives as it took the digital world by storm while unveiling a mesmerising campaign on Instagram and LinkedIn.
Sharing insights about the initiative apna.co founder and CEO Nirmit Parikh said, “Since the inception of apna.co, our mission has centred on providing a singular platform for job seekers to not only discover career opportunities but also foster valuable professional connections. The essence of the #ApnaThankYou campaign encapsulates the celebration of diverse narratives that have unfolded within our platform’s vibrant ecosystem. We extend our heartfelt appreciation to each user who has placed their trust in apna.co’s journey.”
The campaign allegedly gained widespread acclaim through various social media handles on Instagram, reaching diverse audiences. Through this, apna.co aims to create a relatable and supportive environment for individuals navigating the complexities of the job market. apna.co is ensuring that everyone, irrespective of their journey, feels empowered and supported in their pursuit of rewarding career opportunities.
Mumbai: Hi Life, a distinguished personal care brand, takes a groundbreaking step in the feminine hygiene sector with the introduction of “Flow Easy,” a 100 per cent organic Cotton Sanitary Pad. In collaboration with the innovative Veejee Agency, Hi Life’s new social media campaign challenges traditional norms with a fresh and satirical take on menstrual product advertising.
The central theme of Hi Life’s advertising strategy breaks away from the overstatements commonly associated with conventional sanitary pad brands. With a keen focus on authenticity, the campaign addresses the practical experiences faced by women during menstruation. While acknowledging Flow Easy’s effectiveness in addressing concerns like leaks, stains, rashes, and infections, the campaign refrains from making unrealistic claims about alleviating cramps or mood swings.
The advertisement features an aspiring actress Naysaa Nischal, involved in a shoot for a legacy pad brand, portraying unrealistic accomplishments while using the pad. In a clever twist, Naysaa breaks character, pointing out the contrived portrayal of women in traditional pad advertisements. She advocates for a brand that prioritizes authenticity and quality, offering genuine confidence to women through its 100 per cent organic cotton pad.
The advertisement meticulously outlines the distinctive features of Flow Easy, encouraging women to consider Hi Life’s organic pads for a more comfortable and trouble-free period experience.
Concluding with the tagline, “Go with the flow and let your friends know!”, the campaign aims to resonate with all women. Hi Life’s ‘Flow Easy’ social media campaign, crafted by the creative minds at Veejee Agency, seeks to offer a pragmatic and honest approach towards menstruation, potentially reshaping perceptions and prioritizing women’s comfort and well-being in India.
Hi Life’s Flow Easy Organic Pads for a more comfortable and trouble-free period experience.
Mumbai: In the spirited celebration of World Brandy Day in December 2023, Mansion House Flandy unveiled its groundbreaking campaign, “Welcome The Now.” Blending disruptive flavors and intergenerational connections, this innovative launch transcends the conventional narrative in the spirits industry. With a strategic digital-first approach targeting a younger demographic in Andhra Pradesh and Telangana, Flandy aims not just to redefine the brandy category but to create a cultural shift through music and collaboration. The campaign, featuring a vibrant music video and influential partnerships, marks not only the introduction of a distinctive brand but also a movement that challenges norms and embraces the essence of living in the present moment.
Indiantelevision.com caught up with Tilaknagar Industries chief marketing officer Ahmed Rahimtoola to know more about the campaign.
Edited Excerpts:
On the launch of this campaign
As a leader in the brandy category, we recognized the unique opportunity to disrupt the narrative and introduce a message that goes beyond conventional norms. What better way to launch our innovative brand, Mansion House Flandy, on Digital than strategically leveraging World Brandy Day? It served as the perfect stage for this disruption, allowing us to set the tone and redefine the conversation trend in the spirits industry.
This campaign is more than sipping a drink or a celebration; it’s a movement that encapsulates the essence of living in the present moment and fostering cross-generational connections. The central theme revolves around the belief that every moment is an opportunity to create meaningful memories and connections.
On the messaging to your consumers when you say ‘Building Bridges through Music’
The “Welcome the Now” launch campaign for Flandy epitomizes the ethos of warmth and inclusion, a key essence of all our brands within the Mansion House portfolio. It marks a significant strategic expansion of Flandy’s appeal. We used the power of music to come up with an impactful narrative that was more than just a marketing exercise. Through music, the biggest passion point of our brand and the most accessible way for our target audience to engage and express themselves, our campaign was a devoted attempt to create a cultural shift towards embracing the present, fostering intergenerational ties, and welcoming a younger demographic into the Mansion House fold. We’re specifically engaging with a digitally savvy male audience, aged 25-35, in Andhra Pradesh and Telangana.
The Flandy Anthem & video is a vibrant, peppy celebration but also tackles powerful agendas of countering stereotypes, breaking down generational divides, and encouraging individuals to embrace the spontaneity and simplicity of life. Thereby celebrating the convergence of youthful energy and seasoned wisdom through a compelling music video. It’s an open invitation to experience life in its fullest & most authentic form. The campaign has managed to transcend traditional marketing by championing a message of unity and the timeless spirit of youth – a movement that invites everyone to build bridges, share wisdom, and live in the moment.
On strategising the music anthem ‘The Flandy Song’ and your collaboration with BGBNG Music
The core idea was to weave and bring alive the campaign theme of intergenerational friendship through a refreshing music anthem and video: The perfect tango of creativity and innovation. The music anthem and video reflect our tribute to the vibrant cultures of Telangana and Andhra Pradesh—regions that have welcomed Mansion House as part of their celebratory traditions. This initiative is our way of reciprocating the loyalty and affection these communities have shown us. This musical narrative pays homage to the intergenerational bonds that are deeply woven into the fabric of these regions – a cultural salute aligning with the values of camaraderie and unity prevalent there.
It was a seamless collaboration between StoryBoats, our strategic agency partner, and BigBang Collective, creative partner on the project. It’s not just an intergenerational friendship; it’s the magic of “inter-agency collaboration,” where two strategic & creative juggernauts merge their talents, each adding its unique color to the canvas. The result? A masterpiece that not only defines the essence of Mansion House Flandy but also sets sail to uncharted waters in the world of brand storytelling. This isn’t just a campaign; it’s a testament to the art of collaboration, where ideas collide, sparks fly, and interagency synergy creates something truly extraordinary.
Antony Rajkumar, CEO of StoryBoats, who leads the brand strategy and creative mandate for the larger Mansion House portfolio, said, “Flandy isn’t just a drink; it’s a disruptive flavor innovation in the Brandy category. We envisioned more than a conventional campaign; we conceived a movement that celebrates life, friendships, and the vibrant spirit of now. Beyond a beverage, Flandy is a catalyst for a cultural shift. This campaign is a meticulous fusion of insights, strategy, and creative direction—aimed not just at selling a product but at redefining the entire conversation in the spirits industry.”
Gaurav Wadhwa, CEO, BGBNG Music, emphasized the campaign’s unique nature. The “Welcome the Now’ campaign truly embodies the spirit of diverse collaboration and innovation. Bringing together a diverse pool of artists and talents for this anthem has been an inspiring journey and seeing them seamlessly come alive in the music video has been truly rewarding. We aimed for delivering a unique campaign, and I’m proud to say this anthem stands as a testament to that dedication.”
BGBNG and CCL together made a perfect ecosystem in providing the kind of impactful communication solution we were seeking for the launch of Mansion House Flandy.
On the marketing strategy for the campaign
Through Mansion House Flandy as an innovative offering, we aim to expand the category at large & bring in a new younger audience into the brandy category and further into the fold of Mansion House portfolio.
In terms of our target audience, we are predominantly targeting males (90:10, M:F ratio) between the age group 25 – 35 years core / SEC: A2/B. Our consumers are new entrants and adopters who are in the early stages of their careers, completely tuned in to the world primarily through digital media, along with being social media savvy.
Our target markets are primarily Andhra Pradesh & Telangana given the product is introduced & available in these 2 markets itself. In terms of media & platform strategy, the campaign took an integrated Digital 1st approach with it being activated on YouTube, META & Spotify as 3 distinct channels. The campaign is a powerful expression of what Mansion House Flandy stands for and, more specifically, how Flandy aligns with the aspirations and values of our target group.
One of the marketing strategies for the campaign was to cut through all demographics across Telangana and AP & use Influencers who, apart from being popular & having a local connect, could also be key opinion leaders for the brand. Arvind, Tejaswi, and Riyaz really stood out for us & helped us achieve this objective with their diverse appeal. By leveraging their social media assets as additional distribution platforms and tapping into a highly engaged follower base that cumulatively stood at 7.6Mn, these influencers added a dynamic touch to the campaign’s narrative.
The launch of the campaign was also strategic in terms of timing, coinciding with World Brandy Day. Capitalizing on this global celebration, we aimed to challenge the status quo and introduce a fresh dialogue in the spirits sector, reinforcing our leadership in the brandy market.
For this campaign, we’ve established ambitious targets, aiming for a minimum reach of 11 Mn in addition to 22 million views across our content assets & performance marketing cumulatively. As part of our post-launch amplification efforts, we’re also planning to activate a regional Influencer marketing campaign on social media extending the theme of #WelcomeTheNow.
