Category: Ad Campaigns

Mumbai: To encourage youth and farmers to be captains of their respective farms, Garuda Aerospace, a drone manufacturing company, announced the launch of a new digital film, #KhetonKeKaptan, with its brand ambassador and the former captain of the Indian cricket team, Mahendra Singh Dhoni.

Both Dhoni’s Facebook page and Garuda Aerospace’s social media accounts are online with the brand film.

The film, which was conceptualised by Garuda Aerospace’s brand team and jointly produced with Dhoni Entertainment Pvt. Ltd., illustrates the needs of farmers in their daily lives and how Garuda drones can help farmers with pesticide spraying, surveillance, and mapping while saving water and time.

In addition to this, the manufacturer also announced that it would provide drone loans and subsidies to youths and farmers, as well as various training programmes to fly these drones.

Recently, Garuda Aerospace has also launched a virtual learning platform and flagged off its Drone Yathra, which aims to create awareness among farmers in 775 districts across India using technology and drones.

Speaking on the launch of the brand film, Garuda Aerospace founder and CEO Agnishwar Jayaprakash said, “Farmers are the heroes of our nation, and we at Garuda Aerospace have been committed to designing drones that help farmers spray pesticides altogether and make their lives easy. Mahendra Singh Dhoni, the brand ambassador of Garuda Aerospace and former captain of the Indian cricket team, salutes the farmers, saying they are the future. The brand film #KhetonKeKaptan highlights how farmers can enhance their quality of life and farming by using Garuda Kisan drones. He urges that every farmer is the captain of their farm.”

Garuda Aerospace, India’s most valuable drone start-up, created history last week by becoming the first-ever drone company to get dual DGCA approvals for both the drone manufacturing type certificate and the RPTO.

Mumbai: Starting 2023 on a lighthearted note, Kurkure, one of India’s most loved snack brands, has unveiled a fun new TVC campaign celebrating its new sub-brand – Kurkure Playz. The modern sub-brand caters to the rise in demand for soft textured snacks, one of the fastest growing variants in the overall salty snacks category.

Kurkure Playz comes in two international dairy flavoured offerings, Kurkure Playz Puffcorn and the all-new Kurkure Playz Pastax. Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavour whilst the all-new Kurkure Playz Pastax has a creamy, herb and onion flavour in a pasta shaped bite.

Bringing to life the snack’s light texture, the film is set in an old bungalow that a family has just moved into. While setting up their new home, the protagonist, a young man, is greeted by an unexpected ghost who scares the wits out of the entire family. But a bite of Kurkure Playz Puffcorn transforms the youngster’s fear into a take-it-easy ‘Halke Mein Lo’ attitude, leading him to make witty wisecracks diffusing a scary situation into a laughing riot.

Speaking about the new film, PepsiCo associate director and brand lead of Kurkure Neha Prasad said, “Kurkure has always kept its consumers at the centre and connected with them through innovative product offerings and quirky, masaledaar storytelling. The Kurkure Playz launch is a big entry in the rapidly growing soft texture snacks in two formats – puffed and pellet. We are excited about our new ‘Halke Mein Lo’ campaign, as it encourages the youth to not get hassled by the daily squabbles and to take a lighter approach to life by adding a dose of masti to any given situation.”

Further discussing the campaign, Leo Burnett national creative director Vikram Pandey (Spiky) said, “The film introduces the new Kurkure Playz and while we wanted to keep the light-hearted, quirky tonality of Kurkure, we also wanted to add a playful dimension to the new products. We bring this alive with our ‘Halke Mein Lo’ proposition – where the film places the characters in the extraordinary situation of finding a ghost in the room. However, the story takes an unusually cool and hilarious turn when the protagonist takes things lightly.”

Not limited to a TVC, the Kurkure Playz ‘Halke Main Lo’ campaign will also be brought to life through a robust 360-degree surround campaign. Across all leading retail and e-commerce platforms in India, Kurkure Playz Puffcorn is available at Rs 5, Rs 10, Rs 20, Rs 50 and Kurkure Playz Pastax at Rs 5, Rs 10, and Rs 20.

Mumbai: Cult.fit, India’s leading health and fitness brand launched the ‘One more workout’ campaign, with an overarching theme about how one should make time for fitness and health in today’s changed and sedentary lifestyle, in the Cult.fit’s trademark humorous and entertaining way.

Scrolling through reels and short videos on social media platforms has become quite a habit and we unknowingly spend hours on it. Another habit we can all relate to is binge-watching content on OTT platforms.

Taking a quirky approach towards these habits, the brand has launched two TVCs, the first based on the storyline of ‘one less video, one more workout’ and the other based on ‘one less episode, one more workout’. These TVCs make you wonder, that while you are binge-watching a series if the characters of a show or the short videos come out and stop you from what you are doing and do not let you go to the next episode or scroll until you work out at cult, it would push one towards fitting in one more workout in their schedule.

The campaign was conceptualised and written by Girish Narayandass and Anuya Jakatdar, who are the co-founders of Bare Bones Collective, the creative agency behind the campaign.

Commenting on the intention of the campaign, Cult.fit brand head Prachita Pujari said, “We are excited to launch this new campaign to promote fitness. This is a tongue-in-cheek jab at our screen habits which often make us lose track of time and neglect our workouts. The goal is not to be preachy but to use humour to coax people to let go of just one episode or one video so they can make time for a workout in their routine. While they feel motivated to shake up their routine, cult takes care of their workout needs with cultpass – giving them access to 600+ cult gyms and fitness centres across the country.”

Jakatdar said, “Cult.Fit has always been about making fitness fun and accessible and has never trivialized its importance. For Cult.fit’s ‘One more workout’ campaign, our creative strategy was simple: to tackle streaming and scrolling, the two main distractions that stop people from exercising. Hence the idea ‘One less episode/video, one more workout’ because we didn’t want to say don’t watch or don’t scroll, we simply wanted to remind people to make room for their health.”

The TVCs will run until 31 January and will be amplified on social media handles, and YouTube channels, in the T20 India vs Sri Lanka match, India vs New Zealand T20s on television and India vs Sri Lanka and Ind vs New Zealand T20s and ODIs on Hotstar.

Mumbai: Bandhan Bank, one of the fastest-growing banks in the country, has launched its integrated marketing campaign featuring the Bank’s brand ambassador, cricketing legend, Sourav Ganguly. The ‘Jahaan Bandhan, Wahaan Trust’ campaign emphasises the ‘trust’ that the brand has been able to earn in a span of seven years as a bank and over the last two decades in the various avatars prior to the bank.

The campaign uses the analogy of Ganguly’s career, who became the bank’s customer soon after the bank was launched seven years ago, to showcase the trust of customers and stakeholders that the brand has been able to achieve. In the film, Ganguly is seen reminiscing about the days when he wasn’t a star and there were only a few spectators on the ground. As he worked harder, started scoring runs, and established himself as a dependable member of the team, he gained the trust of millions and that brought more people to the stands. Exactly, in the same manner, Bandhan started small as an NGO. As it started expanding and its work received recognition from stakeholders, Bandhan Bank gained the trust of people.

Speaking about the new campaign, Bandhan Bank head of marketing Apurva Sircar said, “Bandhan Bank, in the last seven years, has established its presence in 34 states and union territories, has more than 2.77 crore customers and its book size is nearly Rs 2 lakh crore. This has been possible due to the trust of stakeholders that the bank has been able to secure. Dada’s (Ganguly’s) life has been witnessed by one and all. While both Dada and Bandhan have origins in West Bengal, both have not let that define them and have established themselves as trusted names across the country and the world, thereby winning the trust of millions. Our campaign draws inspiration from this similar journey of both brands.”

The campaign was conceived by Leo Burnett Orchard, who was brought in as Bandhan Bank’s creative agency in August 2022. The film and stills were shot by Prodigious. Speaking on the campaign, Leo Burnett Orchard head of creative Pravin Sutar said, “There are very few purpose-driven brands across the world and to get to work on them is a privilege. Bandhan Bank’s journey has been exemplary and it needed stand-out storytelling. With Ganguly, we got the opportunity to create a campaign that seamlessly connects the story of Bandhan Bank and Dada, promising to strike a chord with everyone. We are confident that this piece of work will be memorable and will drive impact for Bandhan Bank.”

Interestingly, this is the first time that Bandhan Bank has appointed a pan-India brand ambassador.

Speaking about the association, cricketing legend and brand ambassador, Ganguly, said, “I have closely watched Bandhan grow into the bank it is today. I have been an admirer of its journey and the opportunity to help amplify the Bank’s message is nothing short of a privilege. Trust is the cornerstone of every relationship and during my captaincy, this value was the most important. We trusted each other in the team and that made us a winning unit. For a bank, trust is an imperative and I am glad that Bandhan Bank has been able to gain the trust of crores of people in such a short span. I have been a Bandhan Bank customer for a few years now and I look forward to my continued association with them.”

This marketing campaign will be visible across TV, print, OOH, cinema and digital media. Again, as a first, the campaign went live first on digital media on 3 January and will go live on other media on 5 January.

Mumbai: Titan Company’s eyecare division strengthens its focus on sustainability with Fastrack’s new ‘NatureWear’ collection. The brand campaign, “#LovedByNature,” speaks of an eyewear collection made out of castor seeds. The main reasoning of the campaign is to bring forth the brand’s advocacy for environmental sustainability by raising awareness and using castor seeds as the source material.

Fastrack Specs has launched a differentiated campaign for its NatureWear range. Its first ever brand film, conceptualised by Lowe Lintas, is co-created at a global animation studio. The film features a high-quality animation of an orangutan and it has been successful in catching eyes and communicating the story of “Loved by Nature” for the collection.

The hearty piece of visual narrative attempts to highlight the efforts towards sustainability in the form of NatureWear. The campaign conveys the idea that if we are responsible to nature, it will love us back. By experimenting with emerging themes like sustainability, Fastrack Specs continues to take a leadership position.

Titan Company head of marketing – eyecare division Maneesh Krishnamurthy said, “With Fastrack specs stores, we continue to scale up our efforts to target gen-z consumers. Fastrack has always been at the forefront of championing emerging consumer trends for youth and pushing the boundaries of advertising by presenting evolving consumer needs in a fun, quirky, and youthful manner. There is an opportunity for brands to respond to the growing desire of gen-z consumers to be kinder to the environment, and Fastrack specs store has taken a leap towards it. Not only is the NatureWear collection a step in this direction by using castor seeds, a bio-based material instead of petrochemicals but it is more durable, comfortable and lighter than the alternate material. It even has a 40 per cent lower CO2 emission.”

Lowe Lintas regional creative director Shyaondeep Pal said, “Very rarely, you come across a product that truly is environment friendly. We thought of a simple leap, where an ape walks into a human environment to thank a girl for choosing Fastrack. The toughest part was getting the orangutan’s expression right. The right kind of empathy in the eyes.”

Mumbai: Moscow city’s new holiday film showcases its signature festival season event, ‘Journey to Christmas’. The campaign celebrates magical festive places, must-see dynamic destinations, decorations, lighting, traditional winter sports activities and meeting Father Frost and Snegurochka, or the Snow Maiden. The festival will continue until 8 January.

This large-scale event has transformed the city with Christmas and New Year festivities. Twinkling lights illuminate the streets, while ice-skating rinks and slides pop up everywhere. There are also live musical performances and much more for the entire family to enjoy. The campaign film captures the enthusiasm of Muscovites, all the venues that have been stacked up with delicious food and spilling over with holiday cheer, as well as activities taking place not only in the city centre but also in the distant boroughs. The event marks the start of the festivities sparking that magic and holiday cheer among Muscovites and the city guests—both young and old.

People from around the world attend fairs every year in different parts of Moscow creating a festive atmosphere. The early mornings are wonderful, but the most magical moments come in the evenings when thousands of lights are lit all around and the aroma of tangerines and Christmas baking spread everywhere. They pour out hot tea, too, to make it warm for the guests and it is fun to walk around the Christmas markets. One can go on a gastronomic journey because national dishes from different parts of the country are on display and waiting for you to try them. Besides, you can buy handicrafts and local products as New Year gifts for your family and friends.

This time around, there are 32 festival sites. The Christmas festivities take place in all districts of Moscow. As many as 4,200 master classes have been prepared for guests and 19 rinks opened, while a lot more is waiting for you to explore!

If your child wants to feel warm, you can enter the bright, glowing gingerbread houses. Here, you can participate in master classes, send a letter to Santa Claus and learn to make holiday toys or even different kinds of sweets. Parents have the opportunity to eat and drink hot tea while their kids keep busy and enjoy the warmth and comfort.

For 2023, the major theme of the festival is travelling around Russia and getting to know the holiday traditions that are typical of different regions of this multi-ethnic country. To get a taste of what holidays look like in every region of Russia, many holiday markets scattered around the city welcome visitors to taste the national dishes and warm drinks and buy local products and handicrafts from all across the country. Don’t forget to charge your phone to the fullest and free up its space — you’re probably going to take a lot of pictures!

Christmas is a time for giving, and the festival guests can gift someone a New Year’s miracle by taking part in the ‘Kind Christmas Tree’ campaign. Anyone can support charitable foundations and non-profit organizations. To do this, one needs to pick a toy from the special Christmas tree, follow the QR code and fill out the application form.

With the country opening up to travel, this holiday season is set to be extra-special and extra-busy. The UN has named Moscow the best city in the world for its quality of life in its global cities ranking for 2022.

Its beauty is undeniable, but, in winter, the city looks even more awesome and Moscow is happy to invite everyone to share the festive joy.

Mumbai: Parle-G’s ongoing brand campaign “G Mane Genius” announced three new films that showcase the brand’s ‘genius’ qualities through the actions of a child protagonist who is empathetic, clever, and decisive.

Created by Thought Blurb Communications, the three-film campaign is the iteration where a child’s active mind sees a loved one’s disappointment, takes note of it, thinks on his/her feet, and devises a solution that brings a smile to their face. The childlike innocence of the solution is part of the charm that compels the audience to take the message to heart.

As formats go, the films are of TV commercial length, while the one-minute social media version deepens the sense of awareness on the part of the protagonist in relation to the loved one. The contrast between the feelings of the two characters is heightened and makes the payoff so much more memorable.

Speaking about the brand’s core values and the need for the messaging to be consistent over time, Parle Products senior category head Mayank Shah said, “Parle-G has always spoken from the child’s perspective. A child creates social connections with siblings, family, friends, and others they care about in very different ways. Empathy comes easily at an early age and in uncomplicated terms. Before they are lost to age and practicality, an understanding of others can be rather sincere and honest. Taking this into account, the message has to acknowledge the child’s feelings and give them a voice.”

“The journey of the brand from the last campaign to the current one is seamless and builds a deeper emotion in the minds of the audience. It appeals to the child and the parent alike. The devices used are in a simple visual language that is easy to understand by young and old alike,” he added.

Thought Blurb CCO & managing director Vinod Kunj explains, “Following a campaign thought over years and growing the brand with it requires a firm hold on the steering wheel. From our previous outings on the brand in 2018 & 2020, we had to find a growth path. That was the challenge. We knew that we needed to stay timeless with our thinking, while keeping the overall brand thought in our sights. We know the stories had to resonate with audiences across age groups and geographies, since this is being broadcast in 13 languages. One of the endearing aspects of the campaign is the song that paraphrases the idea, and to see it shine through in every language is rewarding.”

Joining in with her perspective on the creative execution, Thought Blurb national creative director Renu Somani added, “We started out with deepening the connection between the main characters of the film and the audience. Making the viewer feel what each character feels, before that little surprise at the end of each story. Each element in the films is made to interact just right with the others. The build-up, the pauses, the visual explanation of the moment of resolution, the music, and the lyrics all come together to create a touching tale in a short amount of time.”

“The soundtrack lays the foundation of the premise in the first half of each film and picks up after the solution has presented itself and explains how a little personal sacrifice can bring a little happiness to others,” she emphasises.

Mumbai: This New Year, Seagram’s Imperial Blue packaged drinking water has partnered with Colors and Wavemaker India to launch AI technology-driven personalised new year greetings. The campaign will feature celebrities from its last two co-created campaigns – Karan Kundra, Pratik Sehajpal, and Nishant Bhat.

This is the first time a brand in this category has used AI technology to do such an innovative campaign. Multi-talent and multiple-syllable voice video synthesis has been crafted and deployed as a category-defining innovation.

Pernod Ricard India general manager of marketing Ishwindar Singh commented on the partnership, saying, “It’s great to partner with Colors on this AI-enabled, clutter-breaking innovation. This unique partnership will enable our audience to surprise their loved ones with a personalised, light-hearted new year message featuring their favourite TV stars. With Colors, we are happy to create a unique moment of conviviality between Seagram’s Imperial Blue packaged drinking water, our consumers, their family, friends, and loved ones—and for the first time—their favourite stars. Spreading cheer during the new year aligns strongly with the brand’s core philosophy of inspiring its patrons to embrace life with a smile.

Viacom18 head of branded content Vivek Mohan Sharma said, “It’s a one-of-a-kind, breakthrough campaign where we are experimenting with newer ways to integrate technology in brand stories. This creates a high impact, immersive experience for consumers. We are proud of this innovation and grateful to our partners for trusting our vision.”

This AI activity will encourage the viewers to go to a microsite at www.colorstv.com/becausemenwillbemen, select their favourite artist they would like wishes from, enter the names, and the video will be created with personal wishes from their favourite celebrities. The videos will be downloadable and shareable on WhatsApp and social media sites like Facebook.

Mumbai: Nexus Mall on Tuesday released a new digital ad film featuring its Happyness ambassador Amitabh Bachchan. This film is launched under the brand’s ongoing campaign for the festive season, “Ab Har Din Kuch Naya.”

In the digital ad film, Bachchan is seen helping choose a hottestest purple dress from one of the malls in the Nexus Malls portfolio.

Produced by Corcoise, the ad film created to promote the brand is directed by Prasoon Pandey; however, it is scripted by Anurag Agnihotri along with Piyush Pandey.

Nexus Malls CMO Nishank Joshi said, “As we continue to build our brand, we are certain this campaign will help us further strengthen our position in the minds of our customers. Our campaign with Bachchan is our commitment to stay true to our brand promise of bringing a “Ab Har Din Kuch Naya” experience for our customers, every time they visit our malls.”