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Category: Ad Campaigns

  • “Impact is most effective when it is local”: Paisalo Digital’s Santanu Agarwal

    “Impact is most effective when it is local”: Paisalo Digital’s Santanu Agarwal

    Mumbai: Paisalo Digital Ltd, in celebration of India’s 77th Independence Day, launched a transformative campaign titled ‘Ab Rukna Nahi.’ This innovative initiative aimed to inspire a growth mindset and self-reliance among individuals, emphasizing the importance of taking action. Additionally, the company proactively supported women’s employment by offering special benefits to the first 77 women who applied to become Paisalo customer service providers (CSPs), further demonstrating their commitment to empowerment and financial inclusion.

    Delving deeper into the campaign, Indiantelevision.com in a conversation with Paisalo Digital Ltd deputy MD Santanu Agarwal spoke on their vision, their USP, changing market dynamics, co-lending solutions and much more.

    While pursuing his studies at Amity University in Noida, Santanu Agarwal embarked on a journey to transform his dreams into reality by working on the ‘Paisalo’ digital app. Launched in January 2018 under Santanu’s visionary leadership, Paisalo is a lending platform for MFI borrowers that streamlines the loan process and strategically addresses the needs of the customers. Santanu’s marketing expertise is marked by striking features such as cost-effectiveness, instant response, flexibility, convenience, and digital marketing.

    Edited Excerpts:

    On Paisalo Digital’s launch, the vision behind it and its USP

    Following the legacy of S.E. Investments (1992), Paisalo Digital Ltd was launched on 24 January 2018.

    At Paisalo, our promise is to empower India’s unbanked population through accessible and inclusive financial solutions. Our company is committed to bridging the gap between financial institutions and the underserved, thereby creating avenues for economic growth and social upliftment. We firmly believe in enabling individuals and communities to become self-reliant and nurturing an action-oriented spirit through our services and communication.

    Our vision is simple and unchanged: At Paisalo, our promise is to empower India’s underbanked and unbanked population through accessible and inclusive financial solutions. To that end, it is imperative that we run a healthy, vibrant and responsible company. In addition to traditional lending, we do a lot to help the communities in which we operate. This, in turn, provides the foundation for increased opportunity and prosperity for all. Together, we are actively building a financially inclusive India where every dream finds support and every endeavor receives the opportunity to thrive. With our relentless efforts and unwavering commitment, we are driving positive change, enabling the underbanked and unbanked population to unlock their full potential and contribute to the nation’s progress. Our goal is to be the lender of choice for all, and we want everyone to feel welcome here and be able to contribute to our core mission to the best of their ability. Looking forward, Paisalo envisions itself as the leading non-banking finance company dedicated to serving the underbanked and unbanked population of India.

    Paisalo’s USP lies in its ability to lend credit that drives awareness, accessibility and affordability.

    On Paisalo Digital’s evolution and adaptation to changing market dynamics and customer needs

    Reflecting on the past years, it becomes evident that our success lies in the core pillars we have steadfastly upheld. Our financial discipline has been unwavering, allowing us to navigate challenges and maintain stability. Our constant investment in innovation has enabled us to stay at the forefront of the industry, delivering cutting-edge solutions to meet the evolving needs of our clients. Most importantly, our dedication to helping clients and communities has remained the driving force behind our actions. We understand the profound impact we can have on the lives of individuals and the growth of communities, and this awareness fuels our unwavering commitment.

    Our achievements are not solely attributed to the strength of our financial offerings. It is our people who have been instrumental in our resilience and success. By continuously developing our workforce, nurturing their talents and providing them with the necessary support, we have cultivated a team capable of rising above challenges and delivering exceptional results. It is through their dedication and unwavering commitment to serving borrowers and communities that we have persevered throughout the years.

    Our success and accomplishments are deeply rooted in our commitment to our shareholders. We recognise that shareholder value can only be built and sustained by nurturing a healthy and vibrant company. This entails taking care of our customers, employees and communities. Neglecting any of these stakeholders would undermine the foundation of a robust organisation. We have learned through experience that it is possible to demonstrate compassion for our employees and communities while upholding shareholder value. Striking the right balance allows us to foster long-term success and create shared value for all.

    As we look toward the future, our vision remains clear. We will continue to uphold our financial discipline, invest in innovation, and develop our people, as these elements are the foundation of our unwavering dedication to helping borrowers and communities across the country.

    On Paisalo Digital’s contribution to the advancement of financial inclusion and co-lending practices in India

    The customer service manager, a role within Paisalo, primarily functions as a local ambassador to build and nurture relationships with the community leaders, women entrepreneurs and small businesses. We now have over 1377 such managers in underserved communities and intend to keep growing that number. Our managers have hosted more than 45,000 financial events with over 600,000 people participating. We want people who live and work in these communities to feel welcomed and included when they visit our touch points. We ask them to come as they are and bring family.

    At Paisalo, we have championed the essential role of co-lending in fostering community growth. We understand its power to unite people, empower companies and individuals to pursue their dreams, and serve as a source of strength. We often remind our employees that the work we do holds great significance and has a tangible impact. Through our financial solutions, we enable people and businesses to access the necessary funds to realise their aspirations. By uplifting micro, small, and medium- sized individuals, businesses, women entrepreneurs, and rural areas across the nation, we contribute to their growth and the overall development of our society.

    In addition to these guidelines, we have recently formulated a clear and concise purpose statement, “Bharat, Ab Rukna Nahi,” which combines our values with our everyday business practices, elucidating how we have conducted ourselves for many years. Celebrating the 77th Independence Day, we at Paisalo recently took a proactive step by introducing an initiative that aims at boosting women employment across India. To do so, the brand is offering special assistance and added benefits to the first 77 women who apply to become a Paisalo Customer Service Provider (CSP) across India.

    Furthermore, with the help of these practices, Paisalo has facilitated the generation of self-employment for more than 700,000 individuals, with over 600,000 being women entrepreneurs. The combined number of lives impacted stands at more than 1.5 million.

    On Paisalo Digital Ltd utilising technology to provide tailored co-lending solutions

    Properly regulated NBFCs like Paisalo are designed to safeguard and strengthen the financial system. They maintain transparency with regulators and work diligently to prevent terrorism financing and tax evasion by implementing know your customer (KYC) and anti-money laundering laws. Additionally, they assist customers in various ways – from safeguarding their data and minimising fraud and cyber risks to providing financial education. These NBFCs also must comply with social obligations, such as financial inclusion of micro markets, which mandates extending NBFCs services to lower-income communities.

    Meeting regulatory requirements is of utmost importance to us, with the Reserve Bank of India serving as our primary regulator. These regulations encompass various aspects, including stress testing, reporting, compliance, legal obligations and surveillance, among others. While the business functions as the first line of defense in addressing these matters, we have a dedicated team who actively work every day to ensure strict adherence to both the letter and the spirit of these rules. Additionally, our audit function serves as the final line of defense, further reinforcing our commitment to regulatory compliance.

    At Paisalo Digital Ltd, we harness our in-house technology to deliver enhanced co-lending solutions tailored to the unique needs of the underbanked and small income generation segment. Through our projects, we’ve successfully implemented a model that underwrites credit for underbanked communities in the country. Paisalo employs a co-lending approach with various banks, utilising ‘credit,’ ‘credential,’ and ‘character’ based underwriting. What sets this model apart is its utilisation of proprietary algorithms developed in-house, processed through BRE, historical credit data, and field data. This approach ensures efficiency, user-friendliness, and intelligence.

    The information technology model employs a high-touch, high-tech approach to connect with people across India, resulting in a scalable business model with risk mitigation. Leveraging proprietary algorithms developed under Paisalo’s leadership, our operations have scaled up, and we are successfully extending credit to over 19 lakh customers across 18 states through 1377 touchpoints.

    On the role of small business owners in the growth of India and Paisalo Digital’s aim to facilitate their success

    We need to consider the unique needs of communities across the country more thoughtfully. Companies of all sizes need to show up, listen and make the right investments and decisions to earn a neighborhood’s trust.

    “Impact is most effective when it is local.”

    A local bank branch, particularly in a low-income neighborhood, can achieve success only if it aligns with the community’s needs. This is why, over the past several years, we have redefined our approach to providing access to financial education and offering low-cost lending products and services. Our aim is to assist borrowers by ensuring that Paisalo is genuinely available, aware and affordable.

    We deliver this approach through our high tech–high touch model, which utilises unique spaces located at the heart of semi–urban and rural communities. Currently, we operate a total of 1377 touch points across 18 states. These touchpoints host grassroots community events, small business mentoring sessions and financial health seminars. We have welcomed community leaders and small business customers who have shared their sense of pride and optimism about what these touchpoints mean for their community. Our employees are always at the forefront and center of these events, connecting people to one another and forging new relationships.

    The customer service manager, a role within Paisalo, primarily functions as a local ambassador to build and nurture relationships with community leaders, women entrepreneurs and small businesses. We now have over 1377 such managers in underserved communities and intend to keep growing that number. Our managers have hosted more than 45,000 financial events with over 600,000 people participating.

    I have attended many touch point openings. The energy is vibrant. We’ve welcomed community leaders and small business customers who have expressed their pride and optimism regarding the significance of these touch points for their community. Our managers are consistently at the forefront and center of these events, fostering connections among people and cultivating new relationships.

    We understand that the sustainability of this effort hinges on measurable outcomes. Our company diligently monitors metrics such as the number of opened loan accounts, funded borrowers, the pace and scope of new small business loans, and various other indicators. This practice ensures that we not only attain results but also pay heed to feedback, allowing us to amplify our impact. Our specialised loans, designed to promote income generation, have gained significant popularity in rural and semi-urban markets, effectively addressing pressing financial requisites.

    Through our products such as the small income generation loans (Umeed, Pragati and Vikas) and Entrepreneurial loan (Udaan).

    Product Page Link: https://paisalo.in/home/products

    On instances of local entrepreneurs who have benefited from Paisalo’s brand film ‘Ab Rukna Nahi’ and these initiatives positively impacting their lives and the communities they operate in

    Our recently unveiled brand film, ‘Ab Rukna Nahi,’ showcases real-life stories of transformation that have the potential to rekindle hope and spark a growth mindset. It serves as an inspiration for individuals to overcome limits and succeed in their respective endeavors. Celebrating the action oriented spirit of Indians, this groundbreaking campaign cultivates a mindset of self-reliance, urging Indians to wholeheartedly embrace their potential to the fullest. The brand film is fueled by a genuine narrative of action oriented and unstoppable approach towards pursuing the small business goals.

    “From struggling to make ends meet to thriving in my business, Paisalo Digital Ltd changed my life forever,” shares Shashi.

    “My name is Shashi w/o Balvir and I run a small grocery store. For years, I struggled to make ends meet, barely earning enough to provide for my family. Later someone told me about Paisalo Digital Ltd, and it changed my life forever. I decided to take a chance and applied for a loan of Rs. 35,000. With this money, I was able to buy more inventory for my store and improve my business. And the results were almost immediate. My store started earning more money, and I was finally able to provide for my family in a way that I never thought possible. But it was not just about the money. This loan from Paisalo Digital Ltd gave me something even more valuable: hope. For the first time in a long time, I felt empowered and in control of my life. I was no longer just surviving; I was thriving. Now, my children can attend better schools, and I can provide them with the education they deserve. I am filled with gratitude for Paisalo Digital Ltd and the opportunity they gave me to improve my life. This experience has taught me that anything is possible if you have the courage to take a chance. It is easy to feel trapped in our circumstances, but we must never give up hope. With the right support and resources, we can overcome any obstacle and achieve our dreams. To anyone who may be struggling like I was, I urge you to take a chance and reach out to Paisalo Digital Ltd. They are more than just a financial institution; they are a source of hope and empowerment. Thank you, Paisalo Digital Ltd, for changing my life and giving me the opportunity to create a better future for myself and my family.”

    These endeavors have not only improved their lives but also uplifted the communities they serve, reflecting our commitment to empower individuals and drive positive change.

    For more testimonials, refer to this link – https://paisalo.in/home/livetouched

    On ‘Ab Rukna Nahi’ aligning with Paisalo Digital Ltd’s overall vision and mission and you envisioning on the film’s message resonating with both current and potential customers

    The recently formulated clear and concise purpose statement, ‘Ab Rukna Na,’ combines our values with our everyday business practices, elucidating how we have conducted ourselves for many years.

    While we take pride in our company and its pivotal role in driving economic growth, we recognise the significant advantages of being a purpose- driven organisation. Research has consistently demonstrated that companies with a strong sense of purpose achieve superior business outcomes and make a greater impact by prioritising the well-being of their customers, employees and shareholders.

    By documenting our purpose, our primary aim is to invigorate our employees, differentiate our company from competitors and inspire our organisation to foster innovation on behalf of our clients, colleagues and communities. We firmly believe that this clarity of purpose will propel us forward, enabling us to better serve our stakeholders and make meaningful contributions to their success.

    Celebrating the action-oriented spirit of Indians, the groundbreaking campaign, ‘Ab Rukna Nahi’ cultivates a mindset of self-reliance, urging Indians to wholeheartedly embrace their potential to the fullest. At Paisalo Digital Ltd, we wish to empower our customers through means (extend credit), communication and initiatives. The brand introduces a captivating campaign film that highlights the core motivation behind success, i.e. the continuous drive to take action. This notion reflects our belief that small business owners can sustain their enterprises for the long term, benefiting from lending and other resources.

    On additional components or initiatives associated with the ‘Ab Rukna Nahi’ campaign, such as workshops, events, or partnerships

    Commemorating the 77th Independence Day celebrations, we at Paisalo Digital Ltd undertook a significant step by launching an initiative aimed at enhancing women’s employment opportunities across states.  We are offering special assistance and added benefits to the first 77 women who apply to become a Paisalo customer service provider (CSP) across India. These women will be trained in offering banking services, provide financial literacy and financial inclusion in the country. This strategic move stands as a testament to the company’s commitment to championing and empowering women, encapsulating the spirit of the campaign.

    Being the lender of choice for all is our goal and we want everyone to feel welcomed here. And be able to contribute to our core mission to the best of their ability.

  • Mediker launches new campaign “Mediker On Juey Gone”

    Mediker launches new campaign “Mediker On Juey Gone”

    Mumbai: Mediker, an anti-lice treatment brand from FMCG major, Marico Ltd launched its new communication campaign – “Mediker On Juey Gone!”

    Lice infestation is a common problem for most households with young girls aged six to 15 years. According to a recent study conducted by IMRB, lice affect over 37 per cent of urban households in South & East regions and is an even bigger hair concern than dandruff*. The concept behind the ad film originates from a common worry among mothers regarding lice affecting their children’s hair, especially during school, at exam time & generally across Indian households, in hot and humid weather conditions.

    *As per Kantar IMRB Rider study’2020.

    The new communication attempts to educate consumers, that a mere lice comb is not enough to remove lice effectively. The conventional lice comb only targets the big lice, leaving behind small lice that stick to the scalp, inadvertently allowing further growth of their eggs and eventually new baby lice, which further become big and lay more eggs. Over time, this vicious cycle perpetuates, leading to a recurring problem.

    To address this persistent challenge, Mediker a market leader in anti-lice treatment, offers a safe-for-kids, doctor certified solution# Its breakthrough formula contains 100 per cent natural actives – Neem & Coconut, designed to break the life cycle of lice in just four weeks^.

    ^Use Mediker every Sunday for four weeks for effective lice removal #Mediker is clinically tested and safe to use. Basis Clinical Study, 2023

    Commenting on the importance of Mediker in the current context, Marico Ltd chief marketing officer Somasree Bose Awasthi stated, “Mediker’s new TVC encapsulates our commitment to providing effective solutions that address real-life challenges faced by our consumers Powered by 100% Natural Actives of Coconut & Neem, Mediker promises to solve the persistent issue of lice by breaking the life cycle from within thereby bolstering children’s self-assurance and overall well-being, something that is very important to every parent. We are thrilled to introduce this powerful solution that helps assure parents of their children’s well-being and nurtures healthy hair”.

    The TVC will make its debut in Telugu and Bengali, catering specifically to the vibrant markets of Andhra Pradesh, Telangana, and West Bengal. Through this compelling and informative brand film, Mediker aims to raise awareness about the comprehensive approach to lice removal and establish itself as a reliable partner in every family’s hair care journey.

    Speaking on the brand film, MYO founder Deepa Geethakrishnan said, “In a functional problem solution category, the big creative challenge was to demonstrate the expertise of Mediker while keeping the story authentic and something the mothers can instantly relate to, but with a smile”.

    Mediker is now available at all leading retail outlets pan India & e-commerce platforms such as Amazon, Flipkart.

  • Glance teams up with Jackie Shroff for #UnlockNahiKarneka campaign

    Glance teams up with Jackie Shroff for #UnlockNahiKarneka campaign

    Mumbai: Last week, a video of Jackie Shroff talking to the media went viral on several social media channels. In the video, Jackie Shroff can be seen posing for photographers before getting into his car. Though he was in a hurry, he spent few minutes interacting with the photographers, who asked what he does on when he gets bored, and especially during travel. Jackie with his signature grin, unveiled his secret travel companion – his Glance-enabled smartphone. The video, shared on Viral Bhayani’s Instagram handle went viral, and has received more than 1.7mn views, over 100,000 likes and comments, and has been shared more than 10,000 times in 24 hours.

    Following this episode, Glance, one of the world’s leading smart lock screen platforms, roped in Jackie Shroff for their latest campaign, #UnlockNahiKarneKa. The campaign encourages Indians to embrace Glance’s smart lock screen that has over 200 million active users in the country already.

    In an era where information overload has become the new norm, the #UnlockNahiKarneka campaign seeks to liberate users from the endless cycle of searching for information, downloading multiple apps, and constantly unlocking their smartphones. In a series of fun videos, Jackie Shroff in his full Jaggu Dada style introduces Glance smart lock screen and explains how it transforms user experience by presenting everything directly on the lock screen, eliminating the need for tedious searches and clicks.

    Being a beloved and relatable figure in Indian cinema and having a mass connect with people across India, Jackie Shroff perfectly embodies the spirit of the campaign. Through these engaging videos, he takes on the role of an educator, showing his charisma and wit as he enlightens the paparazzi and consumers about the benefits of Glance. In fact, he also reveals to them how he effortlessly accesses tailored content, plays hyper casual, free to play games, watches live shows, indulges in shopping through Roposo integrations, and more, all without unlocking his smartphone.

    Speaking about the campaign, Jackie Shroff said, “Glance is packed with some unbelievable features and I connected with the platform instantly. Now, whenever I have free time or want to take it easy, I spend time on Glance smart lock screen.”

    Sharing details about the campaign, Glance chief marketing officer Bikash Chowdhury said, “We are excited to join forces with Jackie Shroff and educating India about Glance smart lock screen. Jackie Shroff’s genuine charm and relatable authenticity perfectly aligns with the campaign’s core philosophy. The #UnlockNahiKarneka campaign will not only resonate across the country, but also empower users to adopt the Glance smart lock screen, prompting a redefinition of their smartphone engagement.”

    Glance is a ‘smart lock screen’ that comes pre-installed on several leading Android smartphone brands and models. It has redefined the way content is consumed, removing the need for searching and downloading multiple apps. In India, more than 200 million users spend over 25 minutes every day on their Glance-enabled lock screens consuming personalised content across more than 15 categories such as entertainment, music, sports, and much more. Glance is available in seven languages – English, Hindi, Tamil, Telegu, Marathi, Bengali, Kannada.

  • 15 creative agencies bag top honour across 19 categories

    15 creative agencies bag top honour across 19 categories

    Mumbai: The India Chapter of International Advertising Association (IAA) presented the eighth edition of its prestigious IndAA Awards on 1 September at a ceremony hosted at the Taj Lands End, Mumbai.

    ABP Network and Sony Pictures Network were the co-partner while Network18 and Jio Cinema were the associate partners for the event.

    The awards to honour real advertising that creatively cut through to the market before it could impress the all-client jury saw work by 15 creative agencies take the top honours across 18 product and service categories and one special category.

    The awards saw 102 campaigns being shortlisted of which, by design, only one in each category was awarded. In case of close contests the jury awarded joint winners after much deliberation.  

    Among creative agencies, Leo Burnett, MullenLowe Lintas Group and Ogilvy won three IndIAA Awards each, representing the very best work in that category. BBDO, DDB Mudra and TBWA won two awards each.

    Other creative agencies and creators to win an IndIAA Award were Grey Group, Kehat Kabira Pictures, McCann Worldgroup, Publicis Worldwide, Rediffusion, SG Media, Talented, The Script Room, The Womb and Tilt Brand Solutions.

    Two HUL brands were among winners, in the Food & Beverage and Personal Care categories. HDFC Life won in Insurance while HDFC Mutual Fund won in Banking & Finance.

    Jury chairman and Nestle India chairman & MD Suresh Narayanan said “In my fifth year as the jury chair, I feel intimately acquainted with this room and honoured to be among some of the greatest creative minds in the country- – advertising gurus, communication experts, and marketing wizards.

    Narayana presented a short poem titled ‘Jury Chair ka Sambodhan,’ “a reflection of his five years in this esteemed role.” He then went on to recite a few lines of the same in Hindi which received a hearty applause from the audience.

    IAA president Avinash Pandey sheds light on how the IndIAA Awards exemplify creative excellence and have set the gold standard for creative awards in India. He stated, “It’s been an intriguing year for arguably the most active industry association of its kind. We’ve demonstrated that our industry can be a catalyst for change, particularly in breaking gender bias. We celebrate the winners reflecting the growing synergy between associations and showcasing the remarkable impact of the communication industry. The positive feedback from young leaders has been heartening, and our industry’s enthusiasm for AdAsia remains strong. We’re organising a delegation led by Sam Balsara for AdAsia 23 in Seoul, the largest event of its kind in Asia.”

    IAA IndIAA Awards chairman, Abhishek Karnani said, “IAA Awards are unique because you can’t “enter” them.” A group of seasoned journalists shortlisted 102 campaigns across 19 categories from over a thousand ads. This accomplishes two important goals- first, it ensures that only genuine work is presented to the jury, keeping scam ads at bay, second, it truly democratises the creative process by not charging an entry fee, making fundraising for this grand event a challenging task.”

    He further said, what sets the IAA awards apart is that they are judged by senior marketers who own and invest in the brands. We showcase the transformative power of communication for our beloved country and society, embodying IAA’s unwavering belief in the ability of communication to drive change.

    IAA honoured Ayushmann Khurrana as the “Most Disruptive Brand in Entertainment Industry”. On questioning his criteria while choosing a Brand, he replied, “I believe before taking on a brand it resonates with the credibility of my films. Credibility is everything. I think only going with commercials will be very myopic. My father once told me, ‘Goddess Saraswati comes before Goddess Lakshmi. I always go like that. If you earn respect, nothing like that.”

    Speaking about being an outsider in Bollywood, he said that the first choice had to be truly different and clatter-breaking. “I’ll never get a second chance being an outsider. So it’s all about the choices you make eventually. Everybody is hard-working and talented. It’s the kind of opportunities you get and firmly success is nothing but when preparation meets opportunity,” he avers.

    The Asian Federation of Advertising Associations (AFAA) felicitated the all-India winners of its maiden Changemakers For Good Awards at the IndIAA Awards 2023. These meaningful awards are to salute those individuals and companies in the communication space who have used their talent to make the world a better place.

    The winners for the four categories were:

    ●   Advertising (for transformational messages) – Lowe Lintas for their International Women’s Day 2022 entry.

    ●   Government (for transformational messaging by a Government arm). –RK Swamy Associated for State Bank of India.

    ●   Industry Leader (someone who led societal change in the last few years).- CVL Srinivas, Country Head, WPP Group.

    ●   Innovation (where technology or approach made the difference) – Lowe Lintas for International Women’s Day 2022.

    IndIAA Winners 2023

  • Cycle Pure Agarbathi introduces its newest ad campaign: Cycle Three in One Agarbathi

    Cycle Pure Agarbathi introduces its newest ad campaign: Cycle Three in One Agarbathi

    Mumbai: Cycle Pure Agarbathi, India’s leading agarbathi manufacturer and a well-known NR Group brand, launched an exciting new advertising campaign — ‘Cycle Three in One agarbathi’. Timed with the brand’s 75th-anniversary celebrations, this innovative campaign is tailored to appeal to all age groups and diverse generations of people. The core message of the campaign revolves around the benefits of health, wealth, and happiness, all bundled in a single pack of agarbathi.

    The ‘Cycle Three in One Agarbathi’ campaign masterfully captures the essence of prayer and worship. This unique product lends to three universal prayers of mankind – Health, Wealth, and Happiness – fulfilling essential human desires in one single package. The campaign comprises four distinct ads, each artfully underscores the intrinsic connection between prayer and these fundamental aspirations, effectively highlighting their significance. The advertisement employs a mix of conventional media channels, including television campaigns, radio broadcasts, print materials, digital platforms, and out-of-home advertising, spanning various markets. Cycle Pure Agarbathi, an iconic brand symbolizing optimism, devotion, and excellence, is deeply committed to constant innovation in its product offerings.

    Speaking about the brand’s newest campaign, Cycle Pure Agarbathi managing director Arjun Ranga said, “A few decades ago, cycle created the original three-in-one agarbathi that has inspired a slew of three in ones in its wake. The original three-in-one was conceived with three unique fragrances created in house, to cater to the people’s need to change fragrances to suit different occasions. Three fragrances for three universal prayers of health, wealth and happiness. Cycle Three in one is synonymous with the category of agarbathi itself. Across the Indian landscape, the haldi kumkum gradient is universally recognised as agarbathi for prayer. We are humbled to have achieved this iconic status and association in people’s minds. The current campaign hopes to convey the core prayers the product symbolises.”

    Echoing Ranga’s views, CTC founder & creative head Jagdish Acharya said, ‘’ ‘Cycle 3 in 1′ encapsulates the idea of combining three agarbathies into one, representing a trinity of blessings – good health, wealth, and happiness. This inventive product with its three exclusive fragrances serves as a conduit for drawing these blessings nearer. Each advertisement we have crafted employs a distinct tone – ranging from playful and heartwarming to deeply moving and vibrant – with the aim of creating a memorable impact in the minds of the people.”

    The brand’s dedication to innovation has led to a wide array of products, demonstrating its unflinching commitment to remaining at the forefront. With a strong emphasis on research and ingenuity, Cycle Pure continually endeavors to introduce novel creations and elevate existing ones. This persistent pursuit of perfection propels the brand to enthusiastically embrace groundbreaking marketing strategies, further establishing its position as an exemplar in the industry.

  • AFAA confers ‘Honorary Life Member’ status on Ramesh Narayan

    AFAA confers ‘Honorary Life Member’ status on Ramesh Narayan

    Mumbai: The executive committee of the Asian Federation of Advertising Associations has unanimously decided to confer the Honorary Life Member Award on industry doyen Ramesh Narayan.

    Reacting to the announcement Narayan said, ” I accept this recognition with humility. I am grateful to all those who helped me serve the industry in various capacities all these years. Most importantly I am blessed to have been able to build strong relationships around the world due to these industry associations”.

    AFAA chairman Srinivasan Swamy said, “This honour is but a small token of appreciation for the tireless work Narayan has put in for 23 years to build AFAA as a strong industry body across Asia.  He has been the go-to person for anything that required thinking. Ramesh is known for his integrity, truthfulness and his ability to communicate effectively on anything that is given to him. And he has a unique way of making friends and influencing people”.

    The nomination of Narayan describes him as a person who has selflessly served AFAA and shaped many strategies that have held AFAA in good stead as a relevant industry body.

    It also describes his role in other associations like the International Advertising Association where as the area director APAC he endeared himself to all the chapters in the region. He is also credited with conceiving the widely acclaimed Olive Crown Awards.

    In 2021 Narayan was inducted into the AFAA Hall of Fame. He has also been honoured with the AFAA Special Merit Award at the AdAsia Bali.

    He has been inducted into the IAA India Chapter Hall of Fame, has been recognised as a global champion by the IAA at its Inspire Awards in London, and is the recipient of the IAA Honorary Membership Compass Award.

    He was a part of a three-person Supreme Court-nominated committee to monitor government advertising in India.

    He always believes that what is good, is good for business and is a strong advocate of using communication as a force for good.

  • Apollo Tyres celebrates the universal spirit of Raksha Bandhan

    Apollo Tyres celebrates the universal spirit of Raksha Bandhan

    Mumbai: Raksha Bandhan, the cherished festival that symbolises the bond of protection and care, is an occasion celebrated with zeal and fervor across India. This year, Apollo Tyres is delighted to unveil a heartwarming short film that captures the essence of Raksha Bandhan in a unique and inclusive way. “Raksha Bandhan is for everyone. Even Those Who Play the Part,” the film beautifully narrates a story that goes beyond the conventional notion of the festival. While Raksha Bandhan is widely known for celebrating the special connection between brothers and sisters, this film explores the profound meaning it holds for everyone, even those who seemingly play peripheral roles in our lives.

    In the film, a young girl embarks on her journey home on Raksha Bandhan day. However, her path takes an unexpected turn when she finds herself pursued by a truck, leaving her feeling uneasy. As fate would have it, her car suddenly breaks down, leaving her stranded in an isolated area along the highway. To her astonishment, the very truck driver she had apprehended as a potential threat emerges as her unexpected savior. Through their shared experiences and mutual support, they come to realize that the spirit of Raksha Bandhan transcends traditional boundaries, encompassing all who embody its essence.

    The film beautifully encapsulates how the festival resonates with people from all walks of life, reaffirming the belief that the spirit of protection knows no boundaries. Apollo Tyres, a brand synonymous with quality and performance, seeks to emphasise that the essence of Raksha Bandhan is deeply embedded in its commitment to ensuring safety and security on every journey.

    Join Apollo Tyres this Raksha Bandhan in embracing the true spirit of the festival – one that encompasses not only blood relations but also those who play significant roles in our lives. Let us remember that “Raksha Bandhan is for everyone. Even those who play the part.”

  • Stuck in the Bhaizone? There could be a Wild way out of it

    Stuck in the Bhaizone? There could be a Wild way out of it

    Mumbai: Wild Stone, the renowned male grooming brand from McNROE, proudly announces the launch of the third edition of their immensely popular campaign, “BhaiZone Ka The End.” The campaign, known for its innovative and engaging approach, aims to resonate with its audience while showcasing the brand’s products in a lighthearted and relatable manner.

    Last year the campaign won a bronze for its Meme Leg at the ET Brand Equity Trendies Awards 2021-22. Wild Stone strategically integrated memes, ensuring widespread visibility. Over 300 memes were thoughtfully crafted and disseminated across a vast network of 400+ meme pages, resulting in 20 million+ impressions. Building on it further, Wild Stone has taken a step forward by collaborating with popular couples/duos on Instagram such as Sakshi & Dheeraj, Aliya Hamidi & Aadil, Rohit & Aishwarya  Tanishk & Aarzoo, and others. These influencers have skillfully woven the essence of Wild Stone Fragrances into their content, depicting amusing scenarios that revolve around how women shift their perspective from bro-zoning to a deeper connection, with a little help from Wild Stone’s captivating fragrances. The YouTube video released as part of the campaign has garnered an astounding 5 million views, capturing the attention of audiences across the nation.

    Speaking about the campaign, Wild Stone at McNROE head digital Abhishek Sharma said, “At Wild Stone, we believe in creating campaigns that not only entertain but also resonate with our audience on a personal level. ‘BhaiZone Ka the End’ is a testament to our commitment to showcase to young men in the country on how to hold their own confidently.”

    Wild Stone’s ability to emotionally connect with consumers through relatable storytelling has fueled the triumph of the “BhaiZone Ka the End” campaign. Beyond engaging Instagram influencer videos, they have done vox-pop interviews with DU students, interactive outdoor selfie activity, and an innovative placard activity declaring colleges “bhai-Zone Free”. Further expanding its reach, Wild Stone partnered with meme pages for witty and shareable content.  

  • U.S. Polo Assn. brings “Legends Forever, to Play Together” in their latest campaign

    U.S. Polo Assn. brings “Legends Forever, to Play Together” in their latest campaign

    Mumbai: U.S. Polo Assn, the iconic fashion brand known for its style and classic appeal, announces its latest fashion campaign. Conceptualised by WYP, a Wondrlab company, “Legends Forever, Play Together” weaves together threads of nostalgia, and partnership and brings back two sets of legendary duos.

    The duos? Legendary tennis duo, Mahesh Bhupathi and Leander Paes. And the original supermodel duo, Arjun Rampal and Milind Soman.

    Mahesh and Leander, the Indian Express, relive their unforgettable moments on and around the tennis court. A testament to their incredible achievements, the camaraderie, and the unbreakable bond that made them true legends.

    From the court to the ramp, Arjun and Milind take us back to their glamorous world of fashion. They stride confidently down the ramp, and we even get to see them work their magic backstage, their partnership exemplifies the elegance and sophistication that U.S. Polo Assn. has embodied for years. Their dynamic presence on and off the runway perfectly mirrors the brand’s commitment to timeless style and enduring grace.

    Speaking about the campaign, India brand CEO Amitabh Suri said, “Legends Forever, Play Together’ could have only happened with the most iconic duos. That’s why we decided to bring legendary partnerships of Mahesh Bhupathi and Leander Paes, and Arjun Rampal and Milind Soman back! The campaign harmoniously blends the nostalgia of the past with the excitement of the present, resonating with those who value the essence of unity and elegance. This campaign also seamlessly blends with our previous campaign, #TwinningForever, with Arjun Rampal.”

    Wondrlab co-founder Amit Akali said, “We were thrilled to work on this legendary campaign. And both sets of legends were even more thrilled! They were really excited at the chance to rekindle their partnership! We wanted to capture these moments in a very editorial manner that does justice to them as well as their clothes as well as their relationship. This magic of which comes alive beautifully in the campaign.”

    U.S. Polo Assn India VP marketing Deepansh Bhargava said, “We recognize the importance of creating an aura for the brand. And our campaign achieves just that. This concept infuses a fresh energy that resonates with our audience, recapturing the essence of what makes us iconic. Looking ahead, I’m excited about the next stage, where together with WYP, we’ll elevate our brand to even greater heights.”

  • Myntra launches outdoor for FWD with tongue-in-cheek campaign

    Myntra launches outdoor for FWD with tongue-in-cheek campaign

    Mumbai: Myntra, India’s premier fashion, beauty, and lifestyle e-commerce platform, has unveiled its outdoor campaign, #SpotItGetIt, in collaboration with Ideas Farm, to celebrate FWD – the ultimate trend destination for Gen-Z fashion enthusiasts. This strategic initiative builds upon the recent film starring Myntra’s brand ambassadors, Khushi Kapoor and Vedang Raina.

    FWD, an innovative platform introduced by Myntra, empowers users with an unmatched shopping journey. With just a picture uploaded on Myntra FWD, users can effortlessly transform their fashion inspiration into reality by exploring and acquiring the complete ensembles showcased anywhere or even on someone else. This revolutionary concept takes center stage in the #SpotItGetIt campaign, nudging users to shift their gaze from mere headlines to embracing the styles flaunted by Khushi and Vedang. The campaign is currently live across 50+sites in 4 cities.

    Ideas Farm creative head Jetesh Menon said, “We wanted the OOH to be unconventional, just like the film. To put the spotlight solely on the fashion available on the platform, we added a playful twist. The outdoor campaign therefore has an irreverent tone to get the audience’s attention. It coaxes them to get the trends available on the app and evokes a sense of curiosity with the copy and visual treatment.”

    Ideas Farm business strategy & head Priyanka Dey emphasised, “Our collaboration with Myntra for the #SpotItGetIt campaign transcends conventional marketing. It’s about crafting an experience, igniting conversations, and inspiring fashion enthusiasts to embrace the styles they adore.”