ITV

Category: Ad Campaigns

  • Oreo and MS Dhoni ssshhhing a billion cricket fans ahead of World Cup, say “Don’t jinx it”

    Oreo and MS Dhoni ssshhhing a billion cricket fans ahead of World Cup, say “Don’t jinx it”

    Mumbai: The Men in Blue are once again going to begin their campaign to bring back the World Cup. As cricket frenzy takes over India this week, so do many rituals of Indians to help the team get what they want the most. And most times, by not talking about it. We all have a deep-rooted belief to never say a word, don’t jinx it till what you want to make happen, happens. Whether be it a new job offer, an examination outcome & most importantly winning in cricket.

    Oreo & MS Dhoni have come together again to help Team India get what they want the most. Last year, Oreo had launched again in a bid to bring back the cup, like in 2011, and while we reached the semi’s, the job remained unfinished. This year, Oreo & Dhoni take on an even more playful note simply evocating people to not jinx it, building a counter-culture view to get a billion cricket-crazy fans go “shhhh” ahead of the biggest cricket tournament there is.

    With Dhoni on its side, Oreo has taken a playful spin on this nuance that is deeply entrenched in our culture. The brand has launched a new campaign partnering with Dhoni again for this World Cup season. To capture the attention of the audiences in a quirky yet impactful manner, the campaign is launched in a first-of-its-kind breaking news format featuring Dhoni on prime news channels. Set on the stage of a cricket news show, the film opens with Expert Panelists on the set discussing India’s performance and chances of winning the World Cup 2023. Right then, Dhoni unexpectedly walks in and hijacks the show. His simple sermon being, ‘Oreo & he believe that no one should talk about India’s chances, till the end, till we actually get the cup’. He encourages all viewers to follow the “Oreo Bola Mat Bol” ideology. Wait till we actually get it!

    To build on the excitement with cricket further, Oreo will drive contextual communication on Hotstar during the World Cup. Also, to connect with the audience in real-time, Oreo is capitalising on moment marketing with relatable content while matches are on. The #OreoBolaMatBol frenzy has already caught on with cricket fans, memes, and fan pages and consumers are resonating with the belief of not jinxing India’s chances of winning the Cup.

    Speaking about this campaign, Mondelez India VP- marketing Nitin Saini said, “Following the same thought as last year with our #BringBack2011 campaign that introduced our playful version to take India to the finals, we are yet again bringing together the nation with a nostalgic and relatable twist with ‘Oreo Bola Mat Bol’ campaign. The campaign brings the nuances of watching cricket and supporting India during the nail-biting matches and aims to influence the loudest and most passionate cricket fans in the world to stay ‘silent’ about India’s performance during the most important tournament. Just like every Indian, I have followed these stereotypes over the years and the effort to un-jinx this year’s game by simply not talking about it is something I am sure we have all done or experienced in the past. We are once again partnering with everyone’s favourite, MS Dhoni, who has effortlessly brought this idea to life.”

    Dhoni said, “OREO has always found the right angle to take, which is not only playful but also fits in seamlessly with India’s love for Cricket. As an athlete or sports fan, we all have certain things that we do— consciously or unconsciously, which we believe can help our favourite team win. Trying to not jinx a win by not talking is a common one but Oreo has once again brought this live in the most relatable way. It’s been fun to bring this to life with OREO just in time for the World Cup!”

    Along with the TVC, the brand has also created several activations for the duration of the World Cup, as well as shorties for the digital streaming platforms.

    Leo Burnett group executive creative director Mayuresh Dubhashi said, “The biggest cricketing event, the World Cup is back. And so is Oreo along with M.S. Dhoni. And this time around, we are not going to say anything at all – #OreoBolaMatBol. Because of our deep cultural belief that we don’t talk about the thing that we want the most. And we all want that one particular result out of this Cup, don’t we? We are launching a disruptive multi-platform campaign that’ll run the course of the tournament with many innovations, many firsts with the hope that the country joins us in this belief to help better our team’s chances.”

    Wavemaker India chief client officer and office head, North, West and East Shekhar Banerjee said, “We are strategically choosing our message and media. While many brands may express the belief that “India will win,” we are encouraging our audience to avoid excessive optimism (or negativity) with the hashtag #OreoBolaMatBol. Whether they are engaged in cricket-related platforms or consuming content related to cricket, we will remind India to embrace our motto of #OreoBolaMatBol to ensure we do our bit to send good vibes and avert bad vibes for Team India over the next two months.”

  • Shoppers Stop’s private brand Kashish unveils its festive collection

    Shoppers Stop’s private brand Kashish unveils its festive collection

    Mumbai: In line with the continued focus on private brands; the key strategic pillar of growth, this season, Shoppers Stop unveiled the new Kashish collection alongside their Diwali campaign ‘Tyohar Ki Nayi Kashish’, featuring their talented brand ambassador, Sanya Malhotra. The campaign aims to inspire everyone to embrace new experiences and traditions during the festive season.

    Sanya Malhotra embodies the spirit of embracing the new. Her versatility and fresh perspective resonate perfectly with the campaign’s thought of trying to do something new and innovative. Throughout the film, Sanya’s mantra is to bring something novel to the festivities, encapsulating the idea that Diwali is a time for new beginnings and cherished moments. She introduces a fresh perspective to traditional Diwali celebrations by suggesting “Iss baar kuch naya karte hai!”.  Reminding us that Diwali is not just a festival, but a canvas for new beginnings and cherished moments, inviting everyone to join in the celebration of fresh ideas and boundless creativity.”

    Shoppers Stop customer care associate and chief of marketing and communication Shwetal Basu said “At Shoppers Stop, we are always trying to enhance our customer’s experience and provide them with something special. Our ‘Tyohar Ki Nayi Kashish’ campaign is a heartfelt celebration of life, a touching reminder of our special Diwali moments, and an inspiring guide on how to infuse each occasion with a special touch. Our brand-new festive collection has been carefully curated to honour those cherished moments that truly make Diwali special, weaving the fabric of love and togetherness into every thread and inspire people to try something new.”

    Commenting on the campaign Sanya Malhotra said, “Celebrating a festival is more than just about tradition; it’s about embracing style, looking and feeling your absolute best! Kashish’s Diwali collection elegantly combines the grace of tradition and the allure of modern fashion. I’m thrilled to be a part of Kashish’s Diwali campaign, ‘Tyohar Ki Nayi Kashish,’ in which we redefine festive elegance. The campaign shows us how we can make our festival unique by creating special moments around it.”

    This Diwali, Shoppers Stop and Kashish have created a special festive collection for their customers. Kashish’s festive collection features stylish outfits, brilliant colours, and carefully chosen designs that are ideal for the festive season. The brand-new Kashish collection features curated chic apparel, in bright festive hues along with contemporary silhouettes, eye-catching embroidery and detailing, gorgeous ethnic wear sets, and sparkling kurtas, promising to add a touch of glamour and radiance to your celebrations.”

    To Shop for Kashish’s festive collection, go to the Shoppers Stop store near you or log in to www.shoppersstop.com.

    The digital campaign will be rolled out across Shoppers Stop’s social media handles, YouTube channel, and multiple digital platforms.

  • Mia by Tanishq reveals “For the Star in You” campaign

    Mia by Tanishq reveals “For the Star in You” campaign

    Mumbai: Mia by Tanishq is excited to announce the unveiling of their new campaign, titled “For the Star in You,” which was conceptualized and created with Famous Innovations, Bangalore. Alongside this, they are introducing the Starburst Collection for the upcoming festive season.

    Through extensive research, Mia by Tanishq has uncovered a pivotal insight that resonates deeply with its target audience.  Many individuals often find themselves hesitating in crucial moments, and Mia has consistently been there to provide that much-needed boost of self-assurance. The core idea behind the “For the Star in You” campaign is to remind consumers that each person is composed of the same elements as the stars that adorn the night sky, quite literally stardust. This universal connection symbolizes the limitless potential within every individual.

    Mia by Tanishq business head Shyamala Ramanan expressed her excitement about the campaign, stating, “It is a delight to experience the cultural shift led by the Gen-Z, today’s youth, that fosters collaboration over harbouring competition. Women today are empowering and uplifting each other to be their best version. This sisterhood served as the inspiration for Mia’s festive campaign “For the Star in You”, introducing Rakul Preet Singh, whose unapologetic confidence and versatile personality reflect the core ethos of a Mia woman, while the ease and humility with which she carries her fame makes her the right fit for the campaign.”

    The agency behind the campaign Famous Innovations Bangalore creative head Melvin Jacob shared his thoughts, saying, “When we planned the use of a celebrity, we aimed to showcase a relatable star. The fact is, everyone shines, everyone experiences moments of doubt, and everyone needs a lift from time to time. Recognizing and appreciating someone else’s shine doesn’t diminish your own; it amplifies it.”

    The campaign will be a multi-channel extravaganza, with activations across both online and offline platforms. The main film for the campaign features Rakul Preet Singh. The script for the film unfolds on a festive film set, where Rakul Preet is dressed in modern festive attire. After completing her final take, she approaches the monitor, where a young lady hesitates to approach her. Inner thoughts race through the young lady’s mind as she contemplates asking for a selfie with the star. However, her thoughts are interrupted when the light catches her Mia necklace, which Rakul Preet notices and compliments. This interaction leads to a heartwarming conversation, where Rakul Preet recognizes the young lady as the writer of a popular show and expresses her admiration for her work. The encounter transforms the hesitant girl into a beautifully confident young lady, and they share a delightful moment that culminates in a photo together.

    The “For the Star in You” campaign is set to inspire and uplift individuals, encouraging them to embrace their inner radiance. With the launch of the Starburst Collection for Festive 2023, Mia by Tanishq invites everyone to celebrate their uniqueness and shine brighter than ever before.

     

  • Gatorade launches ‘Sweat Makes You Shine’ campaign with Hardik Pandya

    Gatorade launches ‘Sweat Makes You Shine’ campaign with Hardik Pandya

    Mumbai: Gatorade, PepsiCo India’s iconic hydration brand, has made a marquee announcement to launch its first television commercial in a decade in India. This eagerly awaited campaign, titled ‘Sweat Makes You Shine,’ features youth icon, Hardik Pandya.

    The ‘Sweat Makes You Shine’ campaign is set to captivate audiences nationwide with its powerful message on the significance of hydration in contributing to achieving great performance. The campaign emphasizes Gatorade’s commitment to inspire young individuals to lead active lifestyles and reinstates the important role hydration plays in helping them unlock their full potential.

    In the compelling film, we witness the inspiring journey of Hardik Pandya illustrating that true success only comes when your talent is amplified with sweat and hard work.  As he’s hailed ‘Man of the Match’ for his extraordinary talent, a bead of sweat on his forehead takes us back to the scenes of his tireless training – each moment a testament to his persistent commitment and sweating it out to achieve his goals, bringing out the fact that it is his hard work and sweat that makes his talent shine. Throughout, Gatorade stands as his unwavering companion, helping him hydrate and propelling him forward. Hardik accepts his honor and acknowledges that it’s his sweat and hard work that magnifies his talent, echoing the importance of preparation and Gatorade’s role in keeping him hydrated.

    Speaking on the campaign, PepsiCo India associate director – energy & hydration Ankit Agarwal said, “Backed by GSSI (Gatorade Sports Science Institute), Gatorade has consistently been at the forefront of hydration, delivering athletes and people with active lifestyles the essential means to enhance their performance through consistent replenishment. With our latest campaign, we hope to inspire professional athletes or anyone who enjoys an active lifestyle to keep pushing the limits and stay hydrated in their fitness journey with Gatorade.”

    Commenting on the campaign, cricketer Hardik Pandya, who is exclusively managed by RISE Worldwide, said, “I strongly believe in the transformative potential of hard work, unwavering determination, and putting in the effort.  With this campaign alongside Gatorade, I aim to emphasize the importance of these principles to my fans, reinforcing the value of dedicating oneself to working harder and, in turn, maintaining peak performance through consistent hydration.”

    “As an athlete, there is no short cut to success – it takes dedication, hard work and discipline to outshine. Our campaign spotlights Gatorade as the perfect partner to help you keep pushing your limits in this journey to success. And who better than Hardik Pandya one of the most successful and iconic sports personalities to bring home this message.” said Leo Burnett CEO and chief creative officer – South Asia Raj Deepak Das.

    Gatorade’s new campaign will be amplified through a 360-degree campaign across television, digital, outdoor, and social media. Gatorade is available in three variants – Blue Bolt, Orange, and Lemon at 250 ml @Rs 20 and 500 ml @Rs 50 – both in traditional and modern stores and through leading e-commerce sites/ apps.

  • Britannia Winkin’ Cow invites to #SipTheWow with launch of ‘Rich Shakes’ campaign

    Britannia Winkin’ Cow invites to #SipTheWow with launch of ‘Rich Shakes’ campaign

    Mumbai: A milkshake is not just a drink. It’s a sensory feast, a swirling orchestra of textures, tastes and aromas culminating in an experience that’s nothing short of wondrous. This is the premise of Britannia Winkin’ Cow’s campaign and communication line #SipTheWow for their premium range, ‘Rich Shakes.’

    Debuting under the hashtag #SipTheWow, the campaign serves up a trio of visually stunning, 10-second ASMR films that invite you not just to see or hear but to feel the Rich Shakes experience. A sensory delight awaits as each film celebrates the romance between the product and its ingredients.

    In ‘Almond Salted Caramel’, the almond is no mere spectator. It’s the belle of the ball, commanding your attention as it takes a caramel bath amidst a creamy milk backdrop, spinning a delectable allure tale. The enticing soundscape, peppered with ASMR cues, draws you in, offering an auditory taste of the tantalising blend that is the Almond Salted Caramel Rich Shake.

    The ‘Cafe Frappe’ film reimagines the concept of a cafe frappe, as two coffee beans collide in a moment of sheer serendipity. This film isn’t just a visual representation; it’s a powerful evocation of that first sip of coffee, potent and refreshing, perfectly encapsulating the sensory explosion of our Cafe Frappe Rich Shake.

    Meanwhile, ‘Intense Chocolate’ speaks to the chocolate lovers in all of us. A piece of chocolate breaks open, and in rushes a gush of milk, presenting a symphony of flavours that form the Intense Chocolate shake. It’s a sonic and visual treat designed to resonate with every viewer who yearns for that perfect chocolate indulgence.

    The magic of these films lies not just in their alluring visuals but in the teasing anticipation they induce. They gently tug at your curiosity, promising an experience beyond the ordinary, which is the core ethos of our Rich Shakes. Britannia Winkin’ Cow wants you not just to sip a shake but to #SipTheWow!

    These films, bursting with creativity, have been brought to life in collaboration with Schbang, the creative, media, and technology transformation company. From ideation to execution, they have breathed life into our vision, creating a captivating narrative that does more than just showcase our product – it takes you on a sensory journey.

    Speaking about the campaign, Britannia Dairy Business chief business officer Abhishek Sinha said, “We are thrilled to unveil the latest sensation from Britannia Winkin’ Cow, Rich Shakes! The overwhelming love and positive feedback we’ve received from consumers is truly heartwarming.”

    He further added, “Our trio of immersive 10-second films takes you on an unforgettable journey of flavours, textures, and aromas, celebrating the perfect fusion of the ingredients with the product itself. Rich Shakes are not just beverages; they are an extraordinary sensory feast that delights all your senses. Join us in embracing the magic of Rich Shakes and #SipTheWow!”

    Schbang vice president Shrishti Jagirdar said, “In a time when people’s attention spans are getting shorter and shorter, we made engrossing 10-seconders for Britannia Winkin’ Cow Rich Shakes—an immersive experience unlike any other. Each movie combines artistic talent and ASMR noises to excite the senses. From the very beginning, viewers are taken to a realm where temptation, taste, and texture mix to create a singular sensory experience. In order to highlight this, we adopted the “what’s inside the bottle” strategy to show that it’s not just a rich milkshake but also an experience that cannot be contained within a bottle.”

  • Seacod revives multi-generational dialogue with new campaign #ShuruwatAajSe

    Seacod revives multi-generational dialogue with new campaign #ShuruwatAajSe

    Mumbai: Seacod from Universal NutriScience, India’s largest-selling cod liver oil capsules brand, announces its anticipated digital campaign, #ShuruwatAajSe. The campaign, conceptualized, created, and produced in collaboration with 26FIVE India Lab, aims to rekindle the importance of maintaining good health through simple and effective methods and reconnecting with the brand’s rich legacy of its golden capsules.

    The #ShuruwatAajSe campaign launches with a brand film taking viewers on a journey through time, highlighting how the world has overlooked the most uncomplicated yet potent ways to stay healthy amidst fast-paced lives.

    At a time when health and wellness concerns have taken center stage, reviving enduring health practices such as consuming dietary health supplements is critical. Cod liver oil is one of nature’s most potent nutrients, high in healthy fats, vitamins, and antioxidants. The campaign highlights the significant role that Seacod has played in the lives of many. In fact, new-gen moms attribute their strong immune systems to the dietary supplements they were raised on, which often included the golden capsules. The emotional connection between Seacod and its consumers demonstrates the product’s effectiveness and enduring legacy.

    Commenting on the #ShuruwatAajSe campaign, Universal NutriScience CEO Pratin Vete says, “At Seacod, we believe in the power of tradition and the simplicity of good health that the film has captured. Our cod liver oil capsule has been a part of households for decades, and we are thrilled to rekindle the spirit of wellness and health with this campaign. We hope to remind people of the wisdom in our traditional practices and inspire them to take a step towards a healthier lifestyle, starting today.”

    Regarding the collaboration with Seacod, 26FIVE India Lab CEO Ritesh Rao comments, “We’re proud to partner with Seacod in this important campaign. Seacod’s contribution to promoting health and wellness remains iconic. Reconnecting with our roots and embracing simple, time-tested health practices is the need of the hour. This campaign aims to reignite a positive change in people’s lives and encourage them to prioritize their well-being.

    The #ShuruwatAajSe creatives capture the essence of the brand’s heritage and the campaign’s core message, narrating the shift from the past to the present while emphasizing the enduring goodness of Seacod. The first film concludes with a question – ‘Toh akhir kya badla?’ – and illustrates the power of Seacod through experiences shared amongst multi-generational mothers. As the new-gen mother wonders how her own mother maintained her excellent health when she was younger, it is revealed that she chose the golden capsules as a daily health habit. The young mother then pledges to uphold the tradition with her son. Seacod invites everyone to join the #ShuruwatAajSe movement and rediscover the timeless wisdom of wellness and health.  

  • ALDO launches Fall Winter ’23 collection with stellar campaign

    ALDO launches Fall Winter ’23 collection with stellar campaign

    Mumbai: ALDO, a brand renowned for hi-end fashion launches the highly anticipated Fall Winter`23 Collection. The brand roped in Aditya Roy Kapur along with Janhvi Kapoor, who’s already the brand ambassador for ALDO, for the launch of this campaign.

    The brand campaign to promote this new collection was launched on the company’s social media handles, and is conceptualized by Makani Creatives in a way that it encapsulates the essence of trendsetting fashion that is a fusion of traditional and a dash of modernized dazzle that sets a new bar in the fashion segment.

    The collection showcases an exquisite palette of neutral tones, infused with delicate touches of glitter and flashes of chrome, mirroring the forthcoming festive and wedding season. It’s a celebration of fashion that’s both global and intimately Indian.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by ALDO shoes (@aldo_shoes)

     

  • Sleepwell launches ‘Did You Sleep Well’ campaign

    Sleepwell launches ‘Did You Sleep Well’ campaign

    Mumbai: Sleepwell, India’s leading and most trusted mattress brand has adopted a warm-hearted approach in its latest brand campaign to communicate its core philosophy that ‘there is comfort in comforting others.’ The multimedia brand campaign will be launched during the upcoming ICC Cricket World Cup across various platforms such as TV, digital and retail OOH mediums.

    This campaign comes at a time when brands, both offline as well as online, are employing similar technical and product-centric language in their interactions with consumers, posing challenges in distinguishing one brand’s communication from another. Sleepwell’s nationwide campaign has disrupted communication by talking about the emotional well-being and comfort of people, going beyond just product promotion Resonating with the need for deeper connections in today’s fast-paced world, Sleepwell emphasizes that showing concern for or inquiring about someone’s sleep is not just a gesture, but an expression of love and care.

    Speaking about the campaign, Sheela Foam Ltd CEO Nilesh Mazumdar said “Sleepwell wants to change how consumers look at the sleep category, beyond just products and its inherent technical language. We want to introduce the human element of emotions and empathy in the conversations and are inviting people to show that empathy by asking ‘Did you sleep well?’ The campaign promoting a culture of care for others will further deepen the bond that people have with the brand Sleepwell and be a crucial element in driving the business growth with equal rejuvenation through innovations and retail.”

    Conceptualised by Sideways Consulting, this emotional yet earnest bank of films nudges Indians to show care and compassion for their loved ones by asking a simple yet meaningful question, “Did you sleep well?”, along with their morning greetings. What sets it apart is that the message of this campaign cuts across identities and unites us by promoting a culture of care and concern and fostering emotional bonds that comfort us. Sideways founder Abhijit Avasthi said “I am excited about this really big idea. Not only is it disruptive in a category that lacks marketing imagination and relies heavily on celebrities, but it plants the seed of a much-needed texture of softness and empathy in the fabric of our society. And that too by leveraging the brand name!”

    With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Vivek Sharma added, “In a category that comes in consumer life once in 8-10 years, sowing the seeds of everyday care and concern through the brand Sleepwell is a fantastic way of building continuous engagement and consideration with people.”

    Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of exclusive retail outlets, multi-brand outlets and distributors. The brand always stays up to date on consumer behaviour – right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.

  • Polycab announces the launch of #CheerIndiaKeLiye campaign

    Polycab announces the launch of #CheerIndiaKeLiye campaign

    Mumbai: Polycab India Ltd., India’s largest Wires and Cables manufacturer and one of the fastest-growing FMEG companies, is all set to make this World Cup season even more electrifying with its latest campaign, “Jo cricket ke liye jiye, Come #CheerIndiaKeLiye with Polycab.” Polycab India is an official partner for the ICC Men’s Cricket World Cup 2023.

    The heart of the campaign is to connect with every cricket enthusiast and capture their emotion as they cheer for the country. The start of the campaign is an exhilarating anthem, sung by the talented Dev Negi, and brought to life by director Jay Bhansali. Bharat-Hitarth (Bharat Menaria and Hitarth Bhatt) have masterfully composed the music for the anthem. It is a lively musical composition with lyrics that revolve around India’s quest to win the World Cup once again. It celebrates the unity of cricket fans, highlighting individuals from diverse backgrounds, all coming together to dance to Polycab’s anthem beat and perform the hook step.

    The digital campaign features three extraordinary individuals who have carved unique spaces for themselves as super fans of Indian cricket: Sudhir Chaudhary, Saravanan Hari, and Pintu Behera. They join the clarion call, encouraging fans from all walks of life to demonstrate how they are cheering for India, using the anthem’s catchy hook step and audio. The campaign has been conceptualised and executed by FCB Kinnect.

    Cricket in India is not just a sport; it’s an overwhelming emotion, and every Indian has their unique style of expressing their support for the national cricket team. Whether it’s sitting at the perfect angle in front of the TV, painting the tri-color on one’s face, or distributing sweets as soon as Cricketer hits half a century every person emotes their ecstasy in their distinct ways. Polycab invites the entire nation to showcase their passion for cricket and support for Team India through its exciting campaign, #CheerIndiaKeLiye.

    The focal point of the campaign is user-generated content (UGC) from passionate Indians demonstrating how they #CheerIndiaKeLiye, incorporating the anthem’s hook step and audio. To spread the word about this thrilling contest and the infectious anthem, Polycab has teamed up with a diverse group of digital influencers, popular TV stars, and content creators. Over the next couple of weeks, these influencers will be creating unique social media content encouraging their followers and users to participate in the #CheerIndiaKeLiye campaign by using the anthem’s audio and hook step. Exciting social media consumer contests is being rolled out as part of the campaign across the country to #CheerIndiaKeLiye and win exciting prizes.

    The campaign will also cover real-life stories across the country of how people are going out of the way to cheer for India to win the World Cup once again.

    Commenting on the same, Polycab India CMO & executive president Nilesh Malani said, “It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, to partner with the International Cricket Council for the Cricket World Cup 2023. Polycab has always aimed to resonate with the passions and sentiments of our diverse nation. Cricket is not just a sport in India but it’s an integral part of our culture and identity. Through #CheerIndiaKeLiye campaign, we aim to celebrate the fervour and enthusiasm that unites every Indian during this cricketing extravaganza. Our strategy is simple yet powerful – we want to empower every Indian to express their love for cricket and support for Team India in their own exclusive way. Through the #CheerIndiaKeLiye campaign, we are inviting fans from all walks of life to come together and showcase their cricketing cheer. Whether you’re a die-hard fan or someone who enjoys the occasional match, we want you to be a part of this celebration.”

    Polycab India recently unveiled its renewed brand identity and philosophy that reflects its future business roadmap. Polycab is undergoing a remarkable transformation under Project LEAP. While being renowned for its excellence in manufacturing wires and cables, Polycab continues to expand its horizons to offer a comprehensive suite of electrical solutions for modern living making it safe, convenient and sustainable. The rebranding is not just a shift in Visual Identity or Brand Architecture, it is a guiding philosophy that underscores Polycab’s commitment to Innovation, Technology, Safety and Sustainability leading to its Brand Purpose of ‘Connecting all to a brighter future.’

    Speaking of the film, FCB Kinnect executive creative director Ashish Tambe said, “As the official partner of ICC, Polycab has created a rallying cry that will unite every Indian fan. #CheerIndiaKeLiye is an emotion, a state of being, and a default mode that is activated in every Indian, whenever our ‘Men in Blue’ take the field. The victory of the piece is how it captures this multifaced emotion – the madness, the prayer, the hope, the triumph, the pride – in its true essence. Nuances such as bringing on no professional dancers and capturing the offbeat, yet true moves of real fans make this a genuinely relatable anthem of this season.”

  • Dabur Red Paste cheers for Team India with ChaubeJi’s #SabkoChabaaJaayenge

    Dabur Red Paste cheers for Team India with ChaubeJi’s #SabkoChabaaJaayenge

    Mumbai: Dabur Red Paste, the reigning champion of ayurvedic toothpaste brands, is all set to ignite the World Cup fervour with its electrifying #SabkoChabaaJaayenge campaign. As World No 1 Ayurvedic Toothpaste & loved across the nation, Dabur Red Paste continues to strengthen its legacy by rallying behind Team India during this thrilling global tournament.

    With a steadfast commitment to combatting seven dental problems, Dabur Red Paste brings back the iconic character Chaubeyji, who is overflowing with confidence that Team India will “chabao” (overpower) their rivals. This year, Chaubeyji takes centre stage, showcasing his unique talent of effortlessly devouring challenging food items from competing countries while playfully quipping about how Team India will “chabao” anyone who dares to obstruct their World Cup journey.

    Chaubeyji’s return is a symbol of unwavering support for the Indian cricket team and a testament to Dabur Red Paste’s dedication to complete oral care. As a brand deeply rooted in Ayurveda, Dabur Red Paste aligns itself with the spirit of unity and determination that defines Indian cricket.

    Ogilvy India (North) chief creative officer Ritu Sharda said, “This World Cup season, we’re bringing back ChaubeyJi. Geared up as a die-hard Indian cricket fan, he’s back to his antics and ready to Chabao anything or anyone who comes in the way of our World Cup journey. We’re sure the campaign will strike a chord with our audience as our team, chabaos, rival after rival this world cup season.”

    Dabur India Limited vice president marketing Abhishek Jugran expressed his enthusiasm for the #SabkoChabaaJaayenge campaign, saying, “Our mission at Dabur Red Paste is not just to provide exceptional oral care but also to celebrate the collective strength and spirit of India. The World Cup is the perfect stage for us to unite as a nation and cheer for Team India. With Chaubeyji leading the charge, we are confident that our Desh Ke Lal will ‘chabao’ their way to victory.”