Category: Ad Campaigns

Mumbai: Championing the cause of mental health awareness among its Indian audiences, Sony Pictures Networks India (SPNI) and Royal Rajasthan Foundation (RRF) have come together to launch the #KhulKeBolo campaign. The campaign film features Sonali Kulkarni, who spotlights women’s lives and experiences from all spectrums of society, highlighting the mental health challenges faced and the need for awareness to deal with them. The campaign launch saw in attendance people from different walks of life like Artscape – actor and founder Kamalika Guha Thakurta,  Bombay Hospital consultant psychiatrist Dr Akanksha Rathi Maheshwari; Dr Priyanka Mahajan – consultant neuropsychiatrist, Masina Hospital, Diksha Sekhri – architect (Community Impact), Royal Rajasthan Foundation along with Manu Wadhwa – CHRO, SPNI and Ranjit Barthakur – chairperson, Royal Rajasthan Foundation, accompanied by campaign ambassador Sonali Kulkarni, who was part of an engaging panel discussion around the importance of speaking up and being heard.

Women in India often experience unique social, cultural, and economic factors that can significantly impact their mental well-being. One of the key factors affecting women’s mental health in India is gender inequality. According to experts, there is also a stark shortage of mental health professionals in the country, with less than one per cent of the country’s total health budget being allocated for mental health wellness, creating a treatment gap of 70-80 per cent. These factors, coupled with the stigmatisation in society around the topic and the lack of access to mental health infrastructure, have continued to be a challenge for women from various walks of life in the country.

A study conducted by RRF to understand the mental health requirements of female cricketers in India concluded that 71 per cent of adolescent girls and 76 per cent of women find it difficult to ask for help when needed. The campaign #KhulKeBolo is an attempt by SPNI and RRF to create a safe space for such women to speak up and seek the help and support they need without hesitation.

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As a part of the campaign, the NGO Sangath has offered their toll-free helpline number 011-41198666, which is operational every day between 10 am to 6 pm IST, for women to talk to mental health experts and seek guidance and support. This NGO will also run offline workshops with the backing of RRF across 15 villages in Rajasthan during the campaign. In addition to these, SPNI & RRF have also partnered with Coto, a social communities app for women only – to build online communities and host workshops for women across different cities to maximise the impact.

Sony Pictures Networks India (SPNI) Managing Director and CEO N.P. Singh said, “Women are integral to our organisation, and we have always supported and encouraged women’s empowerment. The #KhulKeBolo campaign is a poignant reminder of the mental health challenges that many women fight daily. Our partnership with RRF is driven by a shared vision to break the taboo of silence around mental health issues.”

Sony Pictures Networks India (SPNI) chief human resource officer Manu Wadhwa said, “At SPNI, we are dedicated to the cause of inclusion and women in our workforce who form an integral part of our D&I strategy. We are committed to ensuring that women within our organisation and around the country are given fair, equitable opportunities and platforms for getting support on their growth journey. Through the #KhulKeBolo campaign, we endeavour to destigmatise mental health conversations and create a safe space for women to express their issues without worrying or fearing being judged and shamed. In partnership with Royal Rajasthan Foundation, this initiative is a step towards dismantling the stigma, empowering women to seek help and find solace in their journey to healing”.

The #KhulKebolo campaign ambassador Sonali Kulkarni said, “While mental health issues have existed in our society across gendered differences, it is important to recognise how it affects women in more ways than one. Talking about mental health is still taboo and pushes many struggling people behind the curtain. Everyone needs to get the help they need without being shamed. I feel proud to be a part of something as meaningful as #KhulKeBolo, which helps bring the much-needed change in this space”.

Royal Rajasthan Foundation chairperson Ranjit Barthakur said, “Here at the Royal Rajasthan Foundation – the philanthropic arm of IPL team Rajasthan Royals – our journey towards raising awareness around mental health started in 2020 with our series ‘Mind, Body and Soul’ which was led by our first-ever Royal – the late Shane Warne. As we launch the #KhulKeBolo campaign in collaboration with Sony Pictures Networks India, we continue that journey to break the shackles of silence surrounding women’s mental health. We pledge to bridge the gap between questions and solutions, fostering an atmosphere where seeking help is a sign of strength, not weakness. As the understanding of mental health evolves, we must treat this subject as intrinsic to everyone and not as a separate subject. Keeping this in mind, we are working towards a larger vision of making mental health awareness and destigmatisation a vital part of our work across all our projects. Let’s paint a brighter, happier canvas for all the wonderful women out there!”

Sony Pictures Networks India is the consumer-facing identity of Culver Max Entertainment Pvt Ltd, an indirect wholly-owned subsidiary of Sony Group Corporation, Japan.

The company has several channels including Sony Entertainment Television (SET and SET HD), one of India’s leading Hindi general entertainment television channels; Sony MAX, India’s premium Hindi movies and special events channel; Sony MAX 2, another Hindi movie channel showcasing great India Cinema; Sony MAX HD, a high definition Hindi movie channel airing premium quality films; Sony WAH, the Hindi movies channel for rural markets; Sony SAB and Sony SAB HD the family-oriented Hindi entertainment channels; Sony PAL, a genre leader in rural Hindi speaking markets (HSM) showcasing the best of Hindi general entertainment and Hindi movies from its content library; Sony PIX and Sony PIX HD, Sony BBC Earth and Sony BBC Earth HD, the premium factual entertainment channels, Sony AATH, the Bangla entertainment channel; Sony YAY!, the kids entertainment channel; Sony Sports Network – Sony Sports Ten 1, Sony Sports Ten 1 HD, Sony Sports Ten 2, Sony Sports Ten 2 HD, Sony Sports Ten 3, Sony Sports Ten 3 HD, Sony Sports Ten 4, Sony Sports Ten 4 HD, Sony Sports Ten 5, Sony Sports Ten 5 HD; Sony Marathi, the Marathi general entertainment channel; Sony LIV – the digital entertainment VOD platform and Studio NEXT the independent production venture for original content and IPs for TV and digital media. The Company reaches over 700 million viewers in India and is available in 167 countries.

The company is recognised as an employer of choice within and outside the media industry. It is a recipient of several awards, including India’s best companies to Work for 2021 by the Great Place to Work Institute, India, ‘Aon Best Employers India’ awards in recognition of the company’s unique workplace culture and exceptional people practices, consistently ranked amongst India’s top 10 companies with best health & wellness practices by SHRM & CGP partners and listed by Working Mother & AVTAR as one of the 100 best companies for women in India.

The company is in its 28 years of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Pvt Ltd and an affiliate, Bangla Entertainment Pvt Ltd, in India.

Mumbai: Mankind Pharma, a pharmaceutical company in India, is thrilled to announce the association of actor Kartik Aaryan as the brand ambassador for Manforce Condoms. As the country’s number one brand with a remarkable 30 per cent market share, Manforce and Aaryan share a common vision of promoting meaningful conversations and dialogues surrounding consent in their latest campaign – “Apne Partner Se Puchho”.

Driven by its relentless pursuit to redefine pharmaceutical excellence in India, Mankind Pharma recognises the influential role Aaryan plays, especially among the younger generation, making him the perfect ambassador to enlighten and sensitize audiences about the paramount significance of consent in today’s society. The partnership aims to foster a greater understanding of consent through engaging and informative campaigns.

Speaking about his association with Manforce Condoms, Aaryan shared, “I am glad to associate with Manforce Condoms, a brand that shares my vision of promoting consent and safe sexual practices. It is crucial to create awareness and initiate conversations about the importance of consent in today’s society. I am excited to lend my voice to this cause and contribute towards a positive change. Together with Manforce Condoms, we aim to empower individuals to make informed choices and embrace safer sex practices for a healthier future.”

Mankind consumer division – AVP of sales & marketing Joy Chatterjee commented, “We are privileged to have Kartik Aaryan as the brand ambassador for Manforce Condoms. As a superstar, he has garnered immense admiration both on-screen and off the silver screen. His messages resonate deeply with the youth, who view him as an idol. Kartik’s ability to connect with and influence this demographic makes him a perfect fit to advocate for consent. At Manforce, we are acutely aware of the pressing need to elevate conversations around consent, and with Kartik’s support, we are confident in our ability to reach a wider audience and drive positive change. Our upcoming campaign will continue our tradition of employing quirky and captivating marketing strategies that have previously disrupted the sensitive contraceptives category, further emphasizing our commitment to promoting sexual health and consent awareness.”

Mankind Pharma continues to be socially responsible in its conversations around sexual health and the upcoming campaign around consent will seek to re-emphasize the same while spreading awareness to wider audiences.

Mumbai: Jos Alukkas has been honoured with the esteemed “Best Retail Promotion of the Year 2023” award by Retail Jeweller India. This prestigious recognition is a tribute to Jos Alukkas’ extensive campaigns that have effectively promoted HUID along with its myriad advantages to consumers across the country. Jos Alukkas holds the distinction of being the first jewellery group to release an advertisement aimed to raise HUID awareness. Continuing their pioneering efforts, Jos Alukkas organised the country’s first HUID Exchange Fest.

The award was received by the Jos Alukkas managing directors Varghese Alukka and John Alukka at the Retail Jeweller India Awards 2023 held in Mumbai.

In its journey since inception, Jos Alukkas has remained a customer-focused jeweller, a frontrunner in spearheading multiple projects to empower customers with information on BIS-916 and now, HUID dissemination and promotion. Jos Alukkas laid out plans, that have not just awakened the customers’ knowledge but have started an extensive rush in the country.  This is natural for a group that has the distinction of being the first jeweller to introduce BIS-916 stamped gold jewellery to their customers.

“We have always taken up and implemented the central government measures and reforms related to gold, which has benefited the consumers a lot. We will always take it as a mission to ensure pure gold,” said Jos Alukkas chairman Jos Alukka.

Mumbai: It can be a never-ending process of searching, researching, and getting lost in a sea of reviews and recommendations to find the best beauty products for your skin type, hair type, and skin tone. Beauty is almost as personal as finding the ideal companion. One needs all the assistance possible, including curated information and personalised product recommendations tailored to one’s specific beauty needs. Someone who acts as a matchmaker.

Tata CLiQ Palette, India’s beauty matchmaker from the house of Tata, is here to play that part in one’s beauty journey by personalizing every customer’s experience to match their unique beauty needs. A one-stop shop for all things beauty, the app provides personalised recommendations on beauty products to consumers based on their specific hair and skin type, beauty goals, and more. It has a curated assortment of authentic products from over 1000+ international and premium brands across categories like make-up, skincare, fragrances, haircare, bath & body, and men’s grooming. The brand has roped in renowned actor and beauty aficionado Kriti Sanon as its brand ambassador.

The #YourBeautyMatchmaker campaign, created by Havas Worldwide India and starring Kriti Sanon, is a series of films that aims to introduce beauty lovers to this matchmaker that helps them find the right products, connects them with a beauty community, and offers access to tips and tricks from celebrity experts. 

Sanon, as the face of Tata CLiQ Palette, perfectly echoes the brand’s youthful and playful personality as she engages in fun banter with friends and family in the films while she goes on a journey of right-swiping on personalized beauty recommendations from the app.    

Speaking about the campaign, Tata CLiQ Palette director – marketing Mitali Parekh Acharya said, “Tata CLiQ Palette is a tech-enabled beauty destination that aims to bring a new approach to how people discover and shop for beauty, which is further reinforced by the #YourBeautyMatchmaker campaign. Kriti Sanon’s banter in the films is aimed at sparking conversations about fulfilling every individual’s unique beauty goals. With our state-of-the-art AI-enabled beauty ID technology, the app helps match every customer with personalised beauty product recommendations. We look forward to consumers finding their beauty match on Tata CLiQ Palette.” 

Commenting on the campaign, Havas Worldwide India, CCO Anupama Ramaswamy said, “Everyone in the world of beauty is looking for the perfect match. But in the process of looking for it, we find ourselves caught in a continuous loop of researching, looking for the best products, becoming tangled in reviews, and getting confused by advice from friends. Tata CLiQ Palette’s Unique Beauty ID technology allows you to flirt with all the possibilities that are tailor-made for you. We hope to create a conversation around personalization in the beauty sector with Kriti Sanon’s interesting banter with friends and family discussing the wonderful app in the campaign.”

Tata CLiQ Palette’s revolutionary feature, Beauty ID, cuts through the clutter by asking the user a carefully curated set of questions. This intelligent system collects essential information about your skin type, concerns, preferences, and beauty goals. With this knowledge, Beauty ID harnesses the power of artificial intelligence to analyze the user’s responses and generate tailored recommendations.

Speaking on the partnership with Tata CLiQ Palette, Sanon said, “I am elated to have found my beauty match with Tata CLiQ Palette. I truly believe that beauty is born from our uniqueness and is a deeply personal journey. Tata CLiQ Palette serves as a trusted advisor by understanding one’s beauty needs and goals in detail to recommend the right products. As I discover and experiment with my beauty goals with Tata CLiQ Palette, I also look forward to encouraging everyone to be authentic and get their beauty game on by expressing their individual identity.”

As India’s beauty matchmaker, Tata CLiQ Palette is redefining the way one discovers beauty through a tech-led approach, thus elevating the experience and making shopping for beauty easier. 

Mumbai: Kitchen Treasure, one of the leading brands in spices and masala has launched its latest TV campaign featuring Manju Warrier, the brand ambassador. Launched around the festival of Onam, the campaign focuses on “Purity begins in the kitchen” and celebrates small moments while cooking. The new TV campaign delves deep into the emotional significance of a kitchen in the house.

The ad narrates a simple story on how family members bond with each other, during festivals, and how the kitchen plays a key role as the pivot of all the celebrations. The brand has always been positioned on purity, and this new proposition builds on the logical progression of that idea.

In a short period of nine years, Kitchen Treasures has carved itself a sizable share of the market in Kerala. The brand always stayed true to the purity aspect of their products. Being from the Synthite Group, one of India’s biggest spice extract exporters, the customers hold immense trust in the brand, and it was essential to keep that though intact in the brand communication.

The launch of their New Recipe Sambar powder was just in time with the upcoming Onam celebrations and Thought Blurb Communications saw this as an opportunity to build a deeper emotional connect with their customers, without losing focus on the purity factor. The idea sprouted from a consumer insight that came up in research. The brand endeared itself to the consumers and in local parlance, the brand name has been contracted to ‘Kitchen Masalas’.

Speaking on the new campaign, Intergrow Brands Pvt Ltd (Kitchen Treasures) CEO & marketing director Ashok Mani said, “The new positioning ensures a clear distinction from the other brands in this segment. The strategy neatly dovetails into the consumer’s deepest emotional ties and leverages their pre-disposition towards the brand.” 

He continues, “The kitchen is at the heart of the home for most families. Mothers and housewives take pride in the sustenance and happiness they provide. Kitchens across the state define the family and meals are where everyone gathers and engages with other members. No mother or housewife would be willing to compromise on the food that comes out of her kitchen.”

Thought Blurb Communications founder & CCO Vinod Kunj said, “We found the idea quite in sync with the aspirations of the brand and the realities in the marketplace. We also found the opportunity to build on a relatable everyday insight that springs from the consumer’s own journey with the brand. Extending this thought into a creative expression, we devised a strategy that stated, ‘Wholesome purity starts in the kitchen.’ This translated into ‘Parishudhiyudeaarambham kitchen-il ninnu’ in Malayalam, which drives home the promise at the end of the film.”

The film is directed by award winning filmmaker Martin Prakkat.

Mumbai:  Myprotein has announced its upcoming Independence Day campaign, titled “Tareeke Anek, Maksad Ek.” The campaign aims to honour the diversity within the fitness community, where individuals from all walks of life contribute to making India a healthier and fitter nation. In line with the campaign, Myprotein will also open up exclusive discounts on the occasion of Independence Day and will also launch their new product range, namely, Keventers butterscotch & a variety of Clear Whey flavoured products. The sale will be live from 14 and 16 August 2023.

Encompassing a wide range of individuals, “Tareeke Anek, Maksad Ek” is a nod to fitness in all walks of life. From athletes representing the nation in international competitions like the Olympics, to Mothers looking to raise their children with a health-conscious mindset, the vision is to unite and celebrate the diversity and dedication to making a fitter India.

Partnering with Indian athletes & influencers like Jayesh Rane, Mukesh Gahlot, Jeet Selal, Sonali Swami, Shilpa Thapa, Rashmi Rai, Afreen Hyder & more, the campaign features some of the brightest and biggest stars in various disciplines across Football, Basketball, Cricket, Taekwondo, MMA & the Fitness community.

Having spearheaded the nutrition needs of the country for the past four years, “Tareeke Anek, Maksad Ek” will seek to push ahead and further motivate Indians to living their fittest lives.

Speaking about the initiative, Myprotein emerging markets & regional marketing manager Sanya Chhabra said, “Myprotein is thrilled to launch the ‘Tareeke Anek, Maksad Ek’ campaign, where we celebrate the incredible diversity of the fitness community in India. Our vision is to create a global health movement and engage Indians to live healthier & more fulfilled lives. Through this campaign, we aim to inspire and bring together individuals from different backgrounds, united by their passion for fitness and love for their country.”

Mumbai: FCB Kinnect and vivo are thrilled to introduce [X-Lens], an exciting reality content venture on Disney + Hotstar, marking vivo India’s first foray into this domain. [X-Lens] is designed to elevate the [vivo X90 Series] as the ultimate device for ‘Extreme Expression’ in the premium phone category while fostering a passionate community of loyal photography enthusiasts who will evangelise the brand product.

The two-fold objective behind the campaign is to position the ‘vivo X90 Series’ at the forefront of the premium phone market, demonstrating its superior photographic capabilities, and to create a vibrant community of photography enthusiasts who would champion our brand. FCB Kinnect has conceptualised the campaign.

Hosted by the charismatic Keith Sequiera and featuring some of India’s top photography talent as judges, [X-Lens] follows a competitive reality show format where photography enthusiasts compete for the coveted title of [Vivographer]. The esteemed Vivographer will be a brand ambassador for vivo’s flagship devices, embodying the spirit of ‘Extreme Expression’ in their photographic endeavours.

Participants on [X-Lens] undergo a series of thrilling challenges, pushing the boundaries of creativity, and exploring the remarkable features of the vivo X90 Pro camera. Brave contestants venture into diverse and demanding conditions, aiming to capture the most exceptional photographs that exemplify ‘Extreme Imagination.’ As these skilled photographers embark on their journey, the vivo X90 Pro is a worthy partner, showcasing its prowess as a high-performance tool capable of capturing stunning imagery even under challenging circumstances.

Speaking on the campaign’s launch, FCB Kinnect COO Chandni Shah said, “X-Lens is vivo’s first foray into reality content and OTT content on Disney + Hotstar. When X-Lens was conceptualised, the intent was to showcase the incredible capability of the device and its ability to perform under extreme conditions. Packaged with a ‘reality show’ format that creates extreme viewability and resonance among our relevant audience, this exceptional partnership between FCB Kinnect and vivo has resulted in an enthralling reality show that delivers top-tier entertainment and beautifully showcases the true essence of the vivo X90 Series.”

Commenting on the unique campaign, vivo India head – corporate strategy Geetaj Channana said, “vivo’s X series has set new benchmarks when it comes to photography capability of a smartphone. All our X series smartphones launched so far received phenomenal response from consumers. Hence, we wanted to create something unique that showcased advance camera capabilities of X90 series under extreme conditions.

We are excited to collaborate with Disney + Hotstar for this captivating reality show format that creates extreme viewability and resonance among our relevant audience, and we are confident of strong audience interaction.”

Mumbai: Otrivin, the leading nasal spray brand in India has launched a mobile-first digital campaign featuring four compelling films. Through these films, the brand not only communicates the core benefits of fast relief and long-lasting relief from blocked nose but also drives education about nasal sprays as a format in a fun and interesting way.

In these films, Otrivin portrays how some of the key life moments get impacted due to blocked nose where people seek advice from their family and friends on chat groups. Amongst the plethora of remedies shared, Otrivin Oxy Fast Relief is suggested which not only starts to work in 25 seconds1 but also provides relief up to 12 hours2 and hence is recommended. The new mobile-first digital campaign by Otrivin will be launched on all Meta platforms, including Facebook and Instagram, along with YouTube.

Speaking on the new campaign, Haleon India (erstwhile GlaxoSmithKline Consumer Healthcare) category head – pain & respiratory health Bineet Jain said, “We are excited to launch this new digital campaign that draws inspiration from behaviour of people on group chats of popular messaging platforms. Our endeavour is to educate the consumers that Otrivin provides quick and long-lasting relief from blocked nose, without having to compromise on the key moments of life. We hope to enable more people to breathe their best.”

Nash8 – a new independent creative venture has conceptualised and built this campaign. Nash8 creative director & founder Nasheet Shadani expressed his enthusiasm for the launch of the campaign, saying, “We’re thrilled to partner with Haleon on Otrivin’s brand journey and launch this ‘built for mobile’ digital campaign. A blocked nose can be a major irritant and hinder the normal course of life. The new campaign is designed keeping in mind the online behaviour of the target audience. People use popular messaging platforms to solicit advice from their friends and family. In a category led by functional communication, this campaign presents the brand message in an interesting way. The idea is to engage the audience with fresh creatives.”

Mumbai: Myntra, one of the leading fashion, beauty and lifestyle destinations, has unveiled the ad film for FWD, its immersive trend-first destination for Gen-Z, starring its new brand ambassadors Khushi Kapoor and Vedang Raina. As part of the campaign, ‘Spot it, Get it’, Kapoor and Raina appear in a film, highlighting FWD as the go-to destination for all viral fashion trends and its immersive experience that allows users to effortlessly transition from ‘spotting’ the viral fashion trends to ‘getting’ them on FWD, powered by Myntra’s photo-search feature.

Kapoor, the quintessential fashionista, has already made waves with her personal style, while Raina embodies a versatile and suave fashion sense, true to his personality. When it comes to fashion, Kapoor and Raina are already style icons among youth in their own right. The pair’s playful energy, stylish personas, matched with their vivacious charm, makes them a fitting dynamic duo to represent Myntra FWD. With the roll-out of the new ad film, Myntra aims to strengthen its bond with the Zoomers, further strengthening FWD as the go-to destination for the latest  trends and unmatched fashion experiences.

‘Spot it, Get it’, the revolutionary photo-search feature on Myntra, is designed to empower users with an effortless way to discover and shop for the hottest viral fashion trends available on FWD. When users come across a captivating fashion trend they wish to embrace, either spotted on a person anywhere, or on their favourite celeb on social media, or online, they can simply take a picture of that fashion trend and upload it through the photo search feature on the Myntra app. Once they ‘search’, the platform showcases a wide array of similar trend-first styles for the fashion-forward consumers. Android users can additionally simply ‘share’ the photo with ‘Myntra’ from the list of apps, to swiftly spot and access these extensive collections of trendiest styles from FWD on Myntra.

About the brand campaign

The new ad campaign speaks directly to the fashion-forward and tech-savvy youth, who are always in search of immersive shopping experiences and the latest viral fashion trends. FWD, with a whopping 67,000+ styles and eclectic mix of 500+ popular brands from across the globe, catering to both men and women, emerges as the ultimate answer to Gen-Z’s sartorial desires – offering just the shopping experience they want.

The campaign also focuses on how finding trends is made even simpler with Myntra’s one-of-a-kind photo-search feature. Therefore, individuals can instantly adopt styles of their favorite trendsetters as their own, in an instant, through FWD.

The campaign’s core message reinforces FWD’s status as the go-to destination for the freshest and trendiest looks. If there’s a trending fashion, consumers will find it on FWD.

About the ad film

The film is set in the backdrop of viral fashion trends, where individuals are keen to get the admirable fashion they spot on others. The film opens with the camera zooming into the peephole of a swanky apartment and there the young Bollywood stars, Kapoor and Raina, as a couple sporting some hip styles, are seen getting ready for their outing. Through various situations, the film shows Kapoor and Raina being ‘spotted’ on the arrival of the elevator by other people  – a young couple, a pizza delivery boy, and a young woman – smitten by the fashion quotient and the outfits of Kapoor and Raina. As Kapoor and Raina turn to each other with a bemused expression and say ‘Spotted!’, the other individuals are shown dressed in similar clothing as theirs and say ‘Got It’ referring to the ease of accessing the desired look and now transformed through FWD.

The film thus follows the story of Kapoor and Raina who get a little closer to their destination each time they step out, before getting spotted. The film uses the creative device of a ‘reset’ – each time they’re spotted they are transported back to the apartment where new worlds of trend come alive. The ‘Spotted, Got it’ scenarios highlight Myntra’s one-of-a-kind photo-search feature, which enables fashion-forwards  to simply use a picture to instantly shop for similar trends that are tailored to their preferences, thus making ‘Spotted, Got it’ a reality.

Through the film, Kapoor and Raina rock uber stylish and trendy outfits from Myntra FWD, perfectly in sync with Gen-Z’s fashion choices. Lively, upbeat music complements the whole setting, while the vibrant colors of the film resonate with Gen-Z’s dynamic spirit and vibrant lifestyle. The film perfectly encapsulates the Gen-Z way of life that FWD represents, with trendy, edgy clothing and also subtly highlights all the features that will provide customers an exemplary experience.

Commenting on the release of the ad film, Myntra marketing – senior director Vijay Sharma said, “With Myntra FWD, we are building the hottest trends destination for the Gen-Z of India. FWD looks at the world of fashion from the Gen-Z lens. Through the ad film, starring faces of FWD – the trendsetters Khushi Kapoor and Vedang Raina – we invite our viewers into the world of FWD, a world  filled with the freshest fashion that helps you get noticed, while also focusing on our photo search feature that eases access to the latest trends in just a few seconds.”

Priyanka Dey, who heads business for the creative agency Ideas Farm, said, “It was a unique opportunity to turn a functional feature-driven comms to an elevated brand world where not only is the feature at the front and centre but we were also able to ensure that a brand ethos gets created, without compromising on storytelling. We wanted to capture the essence of Gen-Z culture by blending fashion and romance with an interesting narrative that would appeal to them.”

Myntra is implementing a 360-degree campaign approach, leveraging TV, Digital and Social platforms to deliver the campaign ad film across the nation.

Mumbai: JBL recently launched its latest digital marketing campaign titled ‘Mute The World’, roping in Indian Premier League 2023 superstars Rinku Singh and Yashasvi Jaiswal. The campaign aims to promote the idea of disregarding unwarranted criticism and instead focus on one’s own life journey, drawing parallels between JBL’s Tour One M2, JBL Live Pro2, JBL Tune Beam & Buds, and JBL Tune 770NC, which effectively drown out unwanted ambient noise.

Conceptualised and executed by Grapes, an integrated communications agency, the campaign salutes the grit, resilience, and hard work of the two Indian southpaws. Rinku and Yashasvi who come from humble backgrounds, scripted a phenomenal performance this IPL emerging as perhaps the two breakout stars of this season. Their story resonates with JBL’s proposition of “Mute the World” drowning out any unwanted noise (criticism at the hand of trollers, ex-players, and internet experts in the case of these players) acting as a deterrent in the realization of one’s strength and caliber.

The campaign consists of two separate films featuring Rinku Singh and Yashasvi Jaiswal that have been rolled out across social media platforms for driving amplification of the film.

 

 

 

 

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Commenting on the campaign, JBL India head of digital Akhil Sethi said, “JBL has always celebrated success stories. Despite facing significant backlash, the resilience shown by the two cricketers, Rinku Singh and Yashasvi Jaiswal, is a moment of reckoning. Their ability to rise above criticism serves as an inspiration for others, encouraging them not to be deterred by negative comments. In line with this, we have chosen to collaborate with these two athletes to amplify our ‘Mute The World’ campaign.”

Sharing her insights into the campaign, Grapes co-founder & CEO Shradha Agarwal said, “It was a great experience working for the campaign as it pushed us to ingeniously integrate the assets of the cricket personalities, and brand to underscore the core messaging of JBL. We wanted to breathe a fresh perspective into the already established ‘Mute the World’ property of the brand. Hence, we metaphorically depicted the message of muzzling the outside noise that helps in recognizing and harnessing the positive energy within, for emerging with flying colors in the end.”  

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