Mumbai: Dhara, India’s leading edible oil brand from Mother Dairy, has launched its new “Khaane Pe Kehna” campaign in Jammu & Kashmir. Rooted in the belief that good food and honest conversations can bring people together, the campaign aims to deepen Dhara’s existing relationship with consumers, transcending mere product promotion.
Most Indian households shy away from uncomfortable conversations, creating a culture of awkward silences. The campaign navigates this challenge of addressing these silences without offending the sensibilities of the audience. The narrative unfolds through the story of a soon-to-be-married daughter and her father reminiscing about their lost mother. Initially hesitant, the father eventually opens up to his daughter about her mother, leading to a heartfelt and honest conversation between the two.
Through this campaign, Dhara aims to encourage open conversations about personal losses to keep the memories alive and make them an integral part of celebrations. “Khaane Pe Kehna” stands as a testament to the brand’s commitment to fostering meaningful connections over food. Dhara believes that mealtime acts as a catalyst, making these uneasy conversations easier to digest, ultimately bringing loved ones closer.
Talking about the campaign, Mother Dairy Fruit & Vegetable Pvt Ltd managing director Manish Bandlish said, “Over the years, Dhara’s Refined Vegetable Oil (Dhara Assure) has been bestowed with immense love and affection from our consumers across the Jammu & Kashmir region, making it our top-most market for the variant. To further strengthen our bond with the consumers here, we have introduced an exclusive version of our campaign which comprises of a heartwarming narrative, with localised elements. We hope that our consumers will shower the same amount of love and affection on our new campaign.”
Speaking about the campaign, DDB Tribal creative head Iraj Fraz said, “Kashmir is a unique market for Dhara, where the wedding wazwaan ingredient lists feature the word ‘Dhara’, instead of ‘cooking oil’. The connection Kashmiris have with the brand is timeless and pure. So, in this fourth edition of the campaign #KhaanePeKehna, we wanted to tell a warm story of the Kashmiri father-daughter connection. This is a film worth watching on a big screen, or at least with earphones.”
Mumbai: Swiss Beauty, one of India’s leading and most innovative makeup brands, is set to embark on a month-long celebration with its much-anticipated wedding campaign, “BFF Bina Wedding Kaisa.” After the runaway success of #MeraWeddingBFF campaign in 2022, this campaign aims to take the success forward. Scheduled for the entire month of December, it promises to redefine the wedding experience by highlighting the indispensable role of BFFs in a bride’s journey.
“BFF Bina Wedding Kaisa” revolves around the concept of different wedding occasions and the diverse set of BFFs that accompany the bride. From engagement to cocktail, haldi, mehndi, and sangeet, Swiss Beauty introduces 4 distinct wedding BFFs – each tailored to specific events. Whether it’s the ‘Banno ki Saheli,’ ‘Office Wali Bestie,’ ‘Bachpan ki Dost,’ or the ‘Sassy NRI,’ Swiss Beauty ensures that every bride has her perfect BFF Squad for every special moment.
The campaign aims to bring the audience into the celebration by showcasing the joyous moments shared between brides and their BFFs. Through engaging content and immersive storytelling, Swiss Beauty showcases and celebrates the immeasurable joy that BFFs bring to a wedding. It’s more than just about functions; it’s about creating memories with friends who stand by you during the biggest event of your life.
To enhance the celebration, Swiss Beauty introduces three carefully curated bridal kits, seamlessly integrated into the campaign. The kits – wedding shagun kit, modern rani vanity, and modern rani pouch – are designed to capture the essence of each wedding event and cater to the diverse needs of the bride and her BFFs, ensuring they look stunning throughout the festivities with Swiss Beauty as there ultimate BFF on their side always.
The grand unveiling of “BFF Bina Wedding Kaisa” will take place on Swiss Beauty’s official Instagram page. Followers can expect a visually stunning and emotionally resonant campaign that not only showcases Swiss Beauty’s commitment to quality products but also celebrates the significance of friendships during the most cherished moments in a bride’s life.
Swiss Beauty CEO Saahil Nayar said, “Wedding is a journey of a lifetime, and every bride deserves to share it with her closest friends. It all started with a thought that ‘It’s a Bride’s world and we are merely living in it’. You will hear and experience stories from the eyes of the bride while she lets you go along the most beautiful journey of her life.
‘BFF Bina Wedding Kaisa’ is our ode to the joy, laughter, and beauty that BFFs bring to this special occasion. It’s about looking and feeling your best while creating memories that last a lifetime.”
In addition to celebrating the BFF bond, Swiss Beauty also unveils looks of bride-to-be from different regions. These looks encompass the essence of the engagement, haldi, sangeet and shaadi providing brides with inspiration and product recommendations to achieve their dream wedding looks.
Makeup tutorials, hacks, pro tips by renowned makeup artists, wedding kits that are perfect for bride-to-be and BFFs alike, curated for both gifting and self-use and lots of fun content is yet to come not only on social media but also near our customers. Exciting market activities, celebration at our exclusive brand outlets, content creators and makeup artists giving live demo and much more still to come.
Mumbai: In a honest move within the digital brokerage landscape, Sharekhan, one of India’s most trusted full-service online brokerage houses, unveils its bold & truthful brand campaign #TohMarketMeinMatAa. Created by Fatmen Ideas and brought to life by ZigZag Films, this campaign urges retail investors, especially new entrants, to ditch the casual approaches to trading & investing for a more informed, & disciplined serious approach in the stock market.
At the core of this initiative is a powerful fact derived from a SEBI report (Analysis of Profit and Loss of Individual Traders dealing in Equity F&O Segment – January 2023), revealing that 9 out of 10 traders in the Equity Futures&Options segment suffered substantial losses averaging ₹1.1 lakh per person in FY 2022. Concerned about this statistic from the SEBI report Sharekhan’s conducted a pan-India research and understood that one of the key contributors to these losses is a casual approach to trading & investing coupled with limited knowledge. The campaign, therefore, emphasizes the necessity of a ‘serious approach’ which entails serious research, serious risk analysis, and serious discipline to navigate market movements and consistently succeed.
The campaign intricately highlights the casual approaches and upfront states that “If you are casual about the market, #TohMarketMeinMatAa to give retail investors the required wake up call about the need for ‘Seriousness’ in the stock market”. It highlights Sharekhan’s role in assisting those committed to consistently succeed in the market, encouraging them to ascend to become a ‘Market ka Sher.’ Complementing this are the diverse offerings, strategically crafted to empower investors in their journey toward market proficiency.
Sharekhan’s commitment to investor education goes beyond conventional marketing. The in-house Sharekhan Classroom modules and its subsidiary Sharekhan Education’s Power Money Webinar offer a range of learning modules, emphasizing the brand’s commitment to an informed approach for succeeding in the stock market. Sharekhan positions itself as a destination for those “Designed for the serious” given its range of offerings namely research based recommendations across segments (Equity, Futures & Options, Commodity & Currency), Experienced Relationship Managers, analysis packed trading platforms, 4000+ Sharekhan centres across 1000+ cities and wide array of education modules
Sharekhan (by BNP Paribas) CEO Jaideep Arora stated, “In my journey of over 25 years in the stock broking industry, from a trader to leading Sharekhan since 2016, I’ve seen firsthand the market’s dual nature: it offers immense opportunities yet carries significant risks. It’s not just about financial acumen; it’s profoundly about attitude. A casual approach can lead to severe setbacks, a truth I’ve observed too often. However, the market is also a space of potential triumphs for those who approach it with seriousness, and unwavering commitment. For those casual about the market, my advice is reconsider your involvement. But if you’re ready to embrace the market with the gravity it demands, we at Sharekhan are here to support and guide you towards success.”
The ‘Designed for the serious’ brand promise underscores Sharekhan’s dedication to advanced trading with unique tools like Rohit Indicators and Advanced Option Chain. The InvesTiger App exemplifies Sharekhan’s innovative approach to hassle-free investing, offering professionally curated stock baskets through a user-friendly interface.
Recognising diverse investor needs, Sharekhan strategically introduces segment-specific services such as Sharekhan One, Super Investor, Super Trader, and Sharekhan Classic. This aims to enhance user experience and value by tailoring services to specific market segments, showcasing Sharekhan’s depth of services.
Sharekhan by (BNP Paribas) chief brand officer Danny Nathani stated, ” ‘What’s not good for the customer will never be good for business’ – a value that has guided Sharekhan for 23+ years is now again expressed truthfully in this campaign in order to cater to the current state of things in the category. This campaign showcases Sharekhan’s commitment to improving trading & investing practices in India. It represents a much required move to reshape the narrative around stock market trading & investing, fostering a culture of informed and disciplined decision making. While the message is hard hitting, it’s intentionally designed to be so given that its one’s hard earned savings at stake when entering the stock market.”
Fatmen Ideas founder & creative head Ashwin Varkey stated, “The idea to tell people to not enter the category was an interesting approach from the get go. It was a complete opposite of what the category seemed to be doing. That’s what I think everyone at Fatmen really tripped on. All credit to the brand and management team at Sharekhan for buying into this approach. And once this was through, bringing Sharekhan alive as a mythical tiger-human was fun.”
Zig Zag Films Ad film director & founder Abhijit Sudhakar stated, “We jumped at the opportunity of doing this film for Sharekhan cause what’s not to like about a talking tiger dancing in a music video. From a treatment point of view, while the film needed to look slick it was important to make sure that the messaging came out crystal clear and Sharekhan, the protagonist in the film, stood out as the hero. We kept the shot-taking and editing clean and let the characters and choreography bring out the energy in the video. Overall it was a challenging and fun experience and we’d like to thank Sharekhan and Fatmen for trusting us to execute this”
Mumbai: Allen Solly, the smart casualwear brand from Aditya Birla Fashion and Retail, has launched a new campaign “#BeWhoYouWantToBe” specifically designed for children. This unique initiative underscores the brand’s commitment to fostering individualism and curiosity among youngsters, granting them the liberty to pursue their aspirations and hobbies. Allen Solly believes that by championing the authenticity of children, creative possibilities can be unlocked, contributing to the creation of a better and more enjoyable world for everyone.
The ‘#BeWhoYouWantToBe’ campaign by Allen Solly Juniors is a captivating digital venture that celebrates the creativity and boundless imagination of children. It accentuates the perpetual evolution of children’s hopes and dreams, emphasizing that their ever-evolving responses to the question, “Who Do You Want To Be?” serve as a testament to their vibrant individuality.
Allen Solly COO Richa Pai expressed her thoughts on the campaign, stating, “Building upon Allen Solly’s legacy of unconventional spirit, the #BeWhoYouWantToBe campaign for Allen Solly Juniors injects a vibrant twist into the brand’s dedication to celebrating children’s unfiltered ambition. By championing their individualism and curiosity, we are not merely inspiring kids to dream; we are equipping them with the wings to redefine those dreams. This campaign epitomizes our commitment to empowering the next generation to embrace authenticity, from style choices to aspirations.”
The #BeWhoYouWantToBe campaign video artfully captures the voices of today’s youth, featuring a diverse group of children confidently responding to the question, “Who Do You Want To Be Today?” Their answers not only showcase their distinct personalities but also offer a fresh and unconventional perspective on traditional professions. In this celebration of boundless ambitions, the aspirations range from the innovative and artistic to the daring and one-of-a-kind. For these unconventional juniors, being a CEO doesn’t merely signify chief executive officer; instead, it transforms into the imaginative role of chief earth officer. The film reflects the unconventionality of today’s juniors, highlighting how they playfully redefine and reimagine the world of professions.
Allen Solly Juniors’ new campaign is being amplified through an extensive media mix across platforms such as digital, social, and the retail store network.
Participate in the #BeWhoYouWantToBe campaign on Allen Solly’s digital channels and join the celebration of boundless ambitions and distinct personalities of children.
Mumbai: For nearly five decades, The Body Shop has been synonymous with ethical gifting. Their gifts aren’t just presents, they’re a symbol of hope. Enriched with ingredients or packaging from their community fair trade partners, these gifts embody the spirit of giving. With every purchase, you’re not just celebrating with your loved ones, you’re extending your love to communities worldwide.
To make this festive season even more special, The Body Shop India introduced bespoke recycled cotton gift pouches, that customers can fill in with the treats they love. These pouches are skilfully crafted by Teddy Exports, The Body Shop’s first community fair trade partner in India, and each one carries the uplifting stories of the incredible women working there. Teddy Exports not only provides a fair income but also meaningful employment to over 600 individuals, such as artisan Mrs Murugeswari, who has been able to provide educational support for her children, or Mrs Kasthuri, who has been able to receive training in tailoring in a supportive environment.
Teddy Exports operations coordinator Tara Murphy said, “At Teddy Exports, we are immensely proud to have worked with The Body Shop for over 35 years. Our artisans work diligently to produce these recycled cotton gift pouches that hold the essence of festive joy. Together with The Body Shop, we are not just crafting pouches, we are crafting a brighter, more hopeful future for all.”
The ‘Spark a Change’ campaign is complemented by a new film, featuring the skilled women of Teddy Export handcrafting the vibrant festive gift pouches, specially commissioned by The Body Shop India for this festive season.
The Body Shop VP of marketing e-commerce & product, Asia South Harmeet Singh said “As we share this video with the world, we want you to feel the heartbeat of The Body Shop. ‘Spark A Change is an emotional and inspiring journey for us. It’s about the connections we make, the lives we touch, and the positive change we help create together.’
To help ignite further change, The Body Shop India also launched a donation campaign, inviting customers to make an impact with every purchase by contributing multiples of 10 rupees until end of 2023 to support Teddy Trust’s pioneering projects.
Mumbai: 22feet Tribal Worldwide has unveiled their new campaign for Battlegrounds Mobile India (BGMI), KRAFTON India’s popular battle royal game, titled ‘Wear Your Cred’. The innovative campaign film is the first time Krafton India dives into the iconic novelty that comes with BGMI’s Royale Pass, inviting players to break away from the default gaming experience and embrace a world where unique in-game elements like emotes, parachutes and outfits clearly separates them from everyone else.
In the gaming world, being ‘default’ means settling for the basics, and blending in with the crowd. Wear Your Cred aims to make the Royale Pass mainstream in the gaming culture and highlight its benefits for existing BGMI players in building an elevated identity and casual gamers looking for incentives and exclusive content to dress up for the occasion as they hunt down their chicken dinners.
The film conveys how the Royale Pass lets players gain recognition and respect for their unique achievements by donning the various skins. Each player’s presence alone will command respect, perhaps even instilling a sense of awe, when they wear their cred.
KRAFTON India associate director of marketing Srinjoy Das said “At this point, the Royale Pass in BGMI has become a massive sub-brand if you look at the sheer volume of YouTube and Instagram content around it. So with the third iteration, the RPA3, we felt it was imperative to showcase the class and awe it generates when you don a RPA final out-fit in game. You see someone in the lobby wearing the final RPA3 outfit and you can instantly recognize that they have crossed all 100 levels. It’s a mark of respect, of awe, and above all, a recognition that it’s no longer cool to be default. We hope our fans love this amazing film as much as we loved making it”
DDB Mudra Group chief creative officer Rahul Mathew said “BGMI isn’t just a game, it’s a community. And to announce this edition of the Royale Pass, we wanted to add some serious flex to it. In machine-gun mouth, we played with an audio disruption, this time we have a visual disruption.”
‘Wear Your Cred’ will be amplified across the gaming community through social channels, videos that showcased RPA3 assets using CGI, trending reels content, gamified contest, and in-game promotions. BGMI has also collaborated with the KOLs to create conversation within the gaming community.
Mumbai: Godrej Expert Rich Crème, a flagship brand of Godrej Consumer Products Ltd (GCPL), maintains a significant presence in the hair colouring domain, providing consumers with a blend of affordability and exceptional quality. The Indian hair colour industry is valued at approximately Rs 5,000 crore. With a legacy rooted in trust and excellence, Godrej Expert Rich Crème elegantly redefines the benchmarks for hair colouring, effortlessly combining style with authentic care.
Godrej Expert Rich Crème has launched its latest TV commercial conceptualised by Lightbox, the in-house creative studio of GCPL.
Sharing his thoughts around the campaign, Godrej Consumer Products Ltd (GCPL) general manager – brand equity – hair colours Prakhar Sharma said, “Hair colour is a high stakes category, and individuals tend to place a considerable importance on it. To ensure, they make the right choice, consumers rely excessively on the advice of their closest friends. This is much truer amongst consumers between 25-35 age brackets, on which we want to focus on. Through this campaign, our goal is to reaffirm Godrej Expert Rich Crème’s position as a brand that cares for their hair, the way their closest friends care for them.
The film shows two best friends, where one of them takes off on the other for making poor hair colour choices. But this same friend also sticks around and helps fix it by colouring her hair herself using Godrej Expert Rich Crème, which makes hair feel moisturised and not dry.
LightBox, Godrej Consumer Products Ltd (GCPL) lead creative strategist Shalini Avadhani – commented on the creative aspect of the TVC, “We’ve often seen best friends travelling, partying, and having a great time in ads. But rarely have we seen them being brutally honest with each other, the way only real friends can be. Underneath this raw honesty, lies warmth and genuine care. Godrej Expert Rich Crème new campaign reflects this authenticity.”
Mumbai: mCaffeine, a personal care brand, has unveiled its latest campaign, ‘Irresistibly Smooth,’ for its winter essentials — choco body lotions range. The campaign departs from the conventional route of portraying lotions as a product for pampering sessions. Instead, it emphasises the indulgent and sensory experience on offer.
mCaffeine has introduced its range of body lotions to elevate your skincare game this winter. The products not only moisturise the skin but, the irresistible aroma of these lotions, go above and beyond to add an extra layer of indulgence and give the consumer a unique sensory experience. In pursuit of this objective, the brand has created a film that highlights the captivating allure of lotions. The narrative centers around a couple enticed by the appealing Chocolate aroma, engaging in playful flirtation while contemplating the irresistibly soft and smooth skin that the product promises.
The campaign brilliantly captures the essence of the brand’s commitment to offering an indulgent skincare experience, where its product transforms a routine touch into a memorable and delightful moment. mCaffeine’s brand film boldly defies the traditional norms of promoting skincare products, making “Irresistibly Smooth” a distinctive campaign that breaks through the clutter.
mCaffeine CEO and co-founder Tarun Sharma said, “mCaffeine’s choco body lotions are a testament to our dedication to revolutionising the winter skincare and self-care experience. We used chocolate, which is long associated with indulgence, and harnessed its goodness to redefine how our consumers perceive and indulge in winter skincare. And the ‘Irresistibly Smooth’ campaign perfectly aligns with this commitment of ours. It not only invites everyone to revel in the magic of Chocolate aroma but also highlights the practicality of our range of lotions during winter, ensuring that the skin remains irresistibly smooth even in the coldest months.”
mCaffeine’s choco body lotions are made with 100 per cent pure cocoa butter, caffeine, sweet almond oil, and other skin-loving ingredients to nourish and moisturise your skin deeply, combating winter dryness and making it irresistibly soft and smooth. The range includes —
Choco body lotion infused with an irresistible chocolatey aroma
Choco body lotion with SPF 15 for sun protection
In addition to the aforementioned two body lotions, the brand also has coffee body lotion on offer.
The lightweight & non-greasy formula of these body lotions gets absorbed into the skin quickly. Packed with antioxidants and vitamins, these lotions are suitable for all skin types, promote overall skin health and protect it from damage.
The range is available for purchase at mCaffeine.com, all major e-commerce platforms, and various retail outlets country-wide. Give in to your skin’s Chocolate cravings and elevate your ordinary skincare ritual into a truly indulgent experience.
Mumbai: Personal care startup Clensta, that pioneered a range of waterless personal hygiene products, has launched a brand-new campaign to address the global water crisis. Titled ‘Buy-One Give-One’, Clensta’s latest campaign with investor & partner Parineeti Chopra is aimed at mitigating the effects on humanity of a looming global water crisis. Having already saved more than one billion litres of water, the brand has now pledged to give one bottle of clean drinking water to those in need with every Clensta product sold which requires water for application, such as its innovative range of Red Aloe Vera Face Washes, and Rosemary Shampoos.
The start-up aims to contribute significantly towards solving for the global water crisis in line with the UNDP’s Sustainable Development Goals by distributing one billion litres of clean water by 2030 to the underprivileged as a part of this initiative.
In addition to this initiative of ‘Buy-One Give-One’ Clensta also aims to achieve universal and equitable access to clean drinking water through various other measures such as leveraging its Waterless Technology to save water, collaborate with NGOs to ensure water security especially in areas with extreme water scarcity.
“When you look at the direction the world is heading towards -how climate change and growing populations are aggravating the global water crisis, you know that time is running out. If we, as one people, don’t do something about it quickly, it will be too late. Through our new ‘Buy-One Give-One’ campaign, we hope to spread the word that water has to be treated as a scarce and sacred resource. Clensta was born out of this need to show people the better way of living. I launched this company with my waterless range of products and with the new campaign, we take another step forward to strengthen our commitment to sustainability. We are delighted to have the support of Parineeti Chopra to amplify this very important message. We’ve already helped save 1 billion litres of water through our waterless technology. Here’s to a few billions more!” said Clensta founder Puneet Gupta.
Water scarcity is a real threat across the world with factors like growing populations and climate change worsening the crisis. As per the UNDPs sustainable development goals, 844 million people lacked basic drinking water in 2015. The aim is to achieve universal access to safe affordable drinking water for all by 2030. Clensta is on this mission to make this goal a reality.
“How often have each of us taken water for granted? Have we ever thought that this resource could be fast depleting and if we don’t do something about it quickly, we might lose precious life on the planet? Our new campaign is designed to make as many people aware of the gravity of this crisis. So, let’s join hands to make a difference to the lives of those in need. You buy any one Clensta product and we pledge one bottle of clean drinking water on each purchase to those who don’t have access to it, while we still do!” said Clensta partner and investor Parineeti Chopra.
Join Clensta’s ‘Buy-One Give-One’ movement and do your bit to save every drop of water.
Mumbai: Tata Mutual Fund, as a part of its ‘Desh Kare Nivesh’ initiative, has launched a multi-lingual national campaign titled ‘Jab Life Maange More, Badho Mutual Funds Ki Ore’, which is designed to raise awareness about the significance of investing in Mutual Funds through Systematic Investment Plans (SIP). It aims to highlight the life-changing potential of regular Mutual Fund investments via SIPs, empowering individuals to take charge of their financial well-being and achieve their life goals.
The ad film features multiple characters who aspire to achieve their goals, be it a grand wedding, buying a car or even kickstarting a startup – the film aims to convey that such aspirations can easily be achieved with the power of SIPs in Mutual Funds.
On the campaign launch, Tata Asset Management MD & CEO Prathit Bhobe said that, “The Mutual Fund industry has experienced substantial growth, with SIP accounts reaching Rs. 7.30 crore and a cumulative collection of Rs. 16,928 crore as of October 2023. These numbers portray the growing popularity of SIPs among Indian investors. Through our campaign, ‘Jab Life Maange More, Badho Mutual Funds Ki Ore,’ we aim to cultivate awareness and provide guidance to potential investors in taking their first step towards Mutual Fund investments, particularly through SIPs. We firmly believe that investing in mutual funds is a way of life that empowers people to take charge of their financial well-being and achieve their life goals.”
Tata Asset Management marketing head Ashish Pawar added, “Gone are the days when a single income stream sufficed to meet the growing needs of individuals. Our campaign is grounded in this consumer insight and leverages the potency of life stage-based storytelling. The objective is to motivate and encourage individuals to consider investing in mutual funds, particularly through Systematic Investment Plans (SIP). Whether one is planning a dream wedding, launching a startup, securing quality education for loved ones, or purchasing a car, these financial aspirations can be realized through regular investments in mutual funds via SIP. With Desh Kare Nivesh, our Investor Education initiative, we aspire to disseminate financial awareness and equip individuals with the tools to achieve financial independence.”
The film has been conceptualised and produced by Broomsticks Productions, and targets a broad audience, specifically those aged 25-50. With an estimated spend of Rs 10 crores, the campaign will be executed in two phases, starting with digital and social media, followed by OOH and TV advertising on GEC, business channels, in addition to national and regional news channels.
