Category: Ad Campaigns

Mumbai: Pepsi is all set to celebrate the week of friendship in an irreverent manner. True to its spirit of being the voice of the generation, Pepsi has announced an exciting collaboration with stand-up comedian Zakir Khan. Pepsi’s witty collaboration with Khan is aimed at inspiring friends to stand by their buddies and encourage them to “Rise up” from their friendzone situation.

In this one-of-a-kind campaign, Khan encourages the youth to be true friends to each other, inspire friends to move on and steer friends away from the dreaded ‘friendzone’ – a zone that the young generation is perpetually escaping. By leveraging the power of technology, friends commenting on Zakir’s post as a cry for help for their friends in ‘friendzone’ will get a personalized message directly in their inbox that can be shared amongst friends as a pro-tip to swear by.

In the video, Zakir Khan is seen bringing his signature comedic flair to empower this young generation with an impactful narration that says, “Yeh jo friendzone hai na, yeh danger zone hai. Isse nikalo, bhaago, aur koi dost fassa hai toh use bachchao. Kyuki doston ki bhi zimmedari hoti hai. Friendzone ke chakkar se you’ve got to Rise Up Baby!”

PepsiCo India category lead- Pepsi Cola, Shailja Joshi said, “Pepsi has captivated the youth of India for decades with its irreverence and is known to rewrite the way people see popular occasions each year. Giving Friendship Day a unique twist and inspire the young generation to rise above friendzone with their friends, we could not have asked for a better fit to this campaign than Zakir, the buddy, the OG Sakht Launda. We are confident that Zakir’s comedic prowess and popularity will speak to the youth directly and encourage them to be there for their friends as they break free from friendzone along with a chilled bottle of Pepsi.”

Khan commented on his excitement to join Pepsi, “I am elated to be a part of the iconic Pepsi universe – a brand that has been my friend over the years. This campaign is all about breaking free from the friendzone and owning who you are, and I am thrilled to be the voice of this message. With humor as the driving force, we will celebrate friendship, self-expression, and the beauty of being true to oneself. I hope the audience enjoys the video and is inspired to ‘Rise Up, Baby!”

Leo Burnett India national creative director (Spiky) Vikram Pandey said, “Often when you are being friend zoned, it’s your friends who can notice it first. This insight seemed really fresh to tap into this Friendship Day for Pepsi. And who better than ‘Sakht Launda’ Zakir Khan to bring this alive. An appeal to all friends, to save their friends from being friend zoned!”

The new campaign will be amplified with a robust marketing plan including digital, social media and influencers. Pepsi® is available in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Zakir Khan (@zakirkhan_208)

Mumbai: Thums Up, India’s homegrown beverage brand from The Coca-Cola Company,  is all set to ignite the passion of cricket lovers as the official beverage partner of the ICC with its latest  campaign, ‘Toofan Uthao, World Cup Jao.’ As the anticipation for the ICC Men’s Cricket World Cup  2023 reaches soaring heights in India, Thums Up’s innovative campaign aims to address the inner dilemma of every cricket fan about which team will win the ICC Cricket World Cup this year. 

Recognising that cricket is a unifying force in our country, the campaign leverages the unwavering passion of Indian cricket fans, who also consider themselves to be experts with their distinct points of view on the upcoming World Cup. With this profound connection, Thums Up seamlessly becomes an embodiment of the nation’s excitement and anticipation in the lead-up to the ICC Men’s Cricket World  Cup this year. 

This one-of-a-kind campaign not only sets a new benchmark in marketing but also showcases Thums Up’s commitment to connecting with Indian fans at a deeper level. The campaign’s integrated approach, powered by data, technology, and content, positions Thums Up as the pulse of the nation during the ICC World Cup. 

With India proudly hosting the World Cup, the homegrown brand invites fans to predict the winning team. By purchasing Thums Up, finding a unique code, and collecting digital victory coins, consumers can stand a chance to watch the game live.  

The campaign also pays tribute to India’s immense love for cricket and serves as a journey of connection, empowerment, and collective joy throughout the ICC World Cup. To add another layer of excitement to the campaign, Thums Up’s iconic split can package represents the dilemma of fans on the World Cup winner. 

Sparkling Flavors, Coca-Cola India and South-West Asia senior category director Tish Condeno said, “Amidst the excitement building up for the World Cup this year, the first phase of our integrated campaign ‘Toofan Uthao, World Cup Jao’ embraces India’s love for cricket and empowers fans to voice their support for their favourite cricket team. Coupled with our  split can packaging, Thums Up becomes the pulse of the nation during the ICC World Cup.” 

Commenting on his association with Thums Up, renowned cricket commentator Harsha Bhogle said, “I am absolutely thrilled to be a part of this captivating campaign for the ICC World Cup 2023,  Thums Up’s ‘Toofan Uthao, World Cup Jao’. It’s always an exhilarating experience to witness the  passion of Indian cricket fans, and the campaign promises to elevate the excitement to greater  heights.” 

Ogilvy India (North) CCO Ritu Sharda said, “This world cup, India will win or will India win, this is the debate that is stirring up a toofan in every  Indian’s mind. As we stand by our team and believe they will win, we can’t help but wonder about the form and calibre of the other heavyweights that will make this world cup a nail-biter. In a very Thums Up way, this is the debate we’ve captured for our big ICC Men’s Cricket World Cup 2023 campaign. As the official beverage partners, we’ve launched an all-platform campaign that starts with the debate right here on our cans and gets more toofani as the World Cup comes closer. This is part one, stay tuned for more toofan”.

Mumbai:  Muthoot Finance, India’s largest gold loan NBFC has launched a new integrated marketing campaign titled ‘Bharosa India Ka’ featuring Madhuri Dixit, who came on board as brand ambassador with Muthoot Finance.

Over the years, Muthoot Finance has benefitted over 72 crore people (including repeat customers) with its products and services. With more than 2.5 lac people reaffirming their faith in the brand on a daily basis, spanning across the length and breadth of the country, which has led to Muthoot Finance earning immense trust from the people. The recent certification granted to Muthoot Finance, as the No. 1 Most Trusted Financial Services Brand by The Brand Trust Report 2023, for a 7th-year running is testimony of the trust the brand has ‘earned’ over a long period of time.

The 360-degree campaign, ‘Bharosa India Ka’, launched on 1 August 2023, is a humble recognition of this long-standing trust and a way to express the brand’s gratitude towards people who have maintained their preference and faith in Muthoot Finance. The campaign reaffirms the brand’s traditional leadership status in the Gold Loan segment while drawing attention to its various loan offerings such as Housing Loan, Personal Loan, Vehicle Loan as well as providing Gold Loan at Home service.

Besides amplifying the different loan categories, the ad film also showcases key features of Muthoot Finance’s services, such as minimal documentation, zero hidden charges, hassle-free procedures, and the Loan at Home facility, amongst many others.

Speaking about the campaign, The Muthoot Group joint managing director Alexander George Muthoot said, “Muthoot Finance is a diversified financial conglomerate and this TVC with Madhuri Ji brilliantly showcases some of our main loan products such as Home Loan, Personal Loan and Vehicle Loan, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket, a brand with unblemished track record and certified as India’s Most Trusted Financial Services Brand for 7 years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and 5850+ branches serving 2.5+ Lac customers every day, Muthoot Finance has earned the trust of crores of Indians since inception. Hence, we thought of the campaign tagline as ‘Bharosa India Ka’.”

Madhuri Ji showcases the brand in a very interesting and vibrant avatar to connect with a cross section of audiences and especially female audiences whom Muthoot Finance has truly empowered over many years. The flagship product – Gold loans is a great way to enable women to unlock the true potential of their emotional currency and realise their dreams and aspirations. The ‘Bharosa India Ka’ campaign embodies the larger essence of our brand’s legacy of trust and confidence customers have in our various products and services.

The Muthoot Group senior general manager- marketing & strategy, Abhinav Iyer added, “‘Muthoot Finance Loans – Bharosa India Ka’ is a special campaign for us since it is our maiden integrated marketing campaign with Madhuri Ji. The campaign features the charismatic Madhuri Ji in an exciting and visually stunning musical TV commercial that showcases our diverse product propositions across our various loan products. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy ad-campaign is choreographed and directed by the talented duo – Piyush & Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground a­­ctivation.”

Mumbai: Relispray, the household brand in India known for its pain relief spray, has announced the launch of its latest campaign, #ReviveWithRelispray, powered by one of India’s leading digital marketing and communications agency, PivotRoots – a Havas Company. Relispray’s new campaign aims to spread awareness about pain and injury management among gamers.

Through this campaign, keeping in mind the physical demands of gaming and the increased likelihood of gaming-related injuries, Relispray aims to revolutionize the gaming community’s approach to health and well-being. With the increasing popularity of gaming in India, avid gamers often spend prolonged hours honing their skills, leading to injuries such as gamer’s thumb, gamer’s neck, and carpal tunnel syndrome. These injuries can become chronic if left unaddressed.

India is one of the fastest-growing gaming markets worldwide, with more than 400 million individual gamers. To effectively engage this diverse set of audience, Relispray teamed up with PivotRoots- a Havas Company and Streamo to collaborate with top influencers from the world of gaming. These influencers play a crucial role in engaging their follower base as they have the power to influence opinions and purchasing decisions within the gaming community through live streams, reviews, tutorials, and gameplay tips.

“As a brand inspired by the spirit of sportsmanship and the unwavering passion it ignites, over the years, Relispray has been a trusted solution for pain relief for sports lovers and avid gamers,” said Midas Care Pharmaceuticals Pvt. Ltd. director Shivangi Gupta. “However, we recognize the dedication, time, and physical involvement that gaming and e-sports demand. Through our latest awareness campaign, we aim to nurture the gaming community by starting a ‘gameolution’ — a revolution that prioritizes the health and well-being of gamers.”

Commenting on the campaign’s strategy, PivotRoots- a Havas Company VP social and strategy Kapil Nair said, “We wanted to address the gaming community in a relatable and relevant manner. Gaming influencers have a significant impact on their followers, and we wanted to leverage their social influence to create awareness around gaming injuries, which are some oft-neglected aspects of gaming. The concept behind the #ReviveWithRelispray campaign revolves around the insight that prolonged gameplay can lead to physical wear and tear and that with the right care, gamers can prevent several health issues including back spasms, sore neck, muscle fatigue and more. Through this campaign, Relispray aims to provide a more comfortable and pain-free gaming experience for gamers while spreading awareness about injury prevention and management.”

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Kaashvi Hiranandani (@kaaashvi)

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Arsalan Malik (@arsi.gaming)

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Sid (@s8ul.sid)

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Gulrez Khan (@jokerkihaveli)

Mumbai: Infectious Advertising, a Mumbai-based independent agency, has conceptualised and created the latest campaign for Ebco’s Furniture Fittings.

The basic premise is that great furniture, apart from great aesthetics, can also profoundly impact the way people live and work. The two films of the campaign are essentially ‘demos’ showcasing the Ebco furniture and the transformative impact it can have on the lives of people who use them.

The campaign kicks off with two films – one telling the tale of a man from Jalandhar who had never cooked, falling in love with cooking thanks to Ebco Kitchen Fittings, and the other, of a teenage girl who went from ‘boring to interesting’ thanks to Ebco Compact Room fittings which let her pack in a lot more into her day. Quirky limericks are used to make the film standout from the clutter and make them eminently enjoyable.

Here’s what Infectious Advertising partner & creative chairman Ramanuj Shastry has to say about the film, “There is no rule that says a product demo has to be boring. In fact, some of the best adverts are product demos that are enjoyable and engaging. Our films use ‘product demo’ into fables of two very different people whose lives changed completely after installing Ebco fittings. We used limericks as a mode of narration to add intrigue and enjoyability to the adverts.

Infectious Advertising ECD Ashish Naik feels that the films capture the products beautifully. “Every Ebco product is like a work of art. What this film does perfectly is show how Ebco’s Fittings can make life wonderful. And when you see the advert, you can’t help but marvel at the ‘brilliant  effortless’ life becomes, thanks to Ebco furniture and fittings.”

“We are thrilled to launch Ebco Fittings- They Change You’ campaign, which innovatively showcases how a positive experience can be transformative. Moving beyond functionality of products, our aim was to create a campaign that our audiences can easily relate to. We are excited to share our Compact Room and Kitchen Fittings campaign with our customers and invite them to explore a world of design possibilities,” said Ebco director – sales & marketing Rajesh Nair.

Mumbai: Taneira, from the House of TATA, infuses vibrance into the Onam season with its latest Onam Edit Weaves of Togetherness campaign. In a mesmerizing ode to artistry and evolution, Taneira unveiled its DVC to introduce the festive drapes for this season where every thread weaves a timeless tale of tradition harmoniously entwined with the vigour of change.

Thoughtfully tailored to resonate with the women of today, the film showcases women enveloped in the eternal allure of the six yards, as they embrace the essence of Onam amidst the bustling ambiance of their workplaces. Boldly prancing their way through the day, their movements exude a contemporary chicness, while embodying Onam’s traditional splendour. Despite their aspirations taking them away from their hearths, they find solace in the warm embrace of Onam’s spirit, fostering a sense of unity and shared bliss in the very heart of their professional domains, painting a picture of belonging that transcends physical distances.

Just as Taneira unites, over 100 diverse weaving clusters from every corner of India under one splendid roof, the culinary marvels harmonize into the delectable Onam Sadhya and the artful arrangement of flowers adorns the Pookkalam, epitomizing the celebration of camaraderie and concord. A tribute to this very fusion, the Onam Edit by Taniera weaves together cultural heritage, modern visions, and the essence of community, thus crafting an intricately patterned fabric of shared emotions and collective experiences.

Painstakingly crafted from Tussar silks and silk cotton, The Onam Edit exudes an artistry of refinement while boasting a sublime off-white hue. Every meticulously woven thread serves a dual purpose, elevating not only aesthetics but also ensuring unmatched breathability. Adorned with an impeccable design language, these sarees redefine comfort with their feather-like touch and fluid drapability. Whether it’s a joyous festival or a corporate affair, these resplendent drapes effortlessly embrace any event, allowing every woman to transition seamlessly from the office to the occasion in the blink of an eye. Emanating sheer style and versatility, these lightweight wonders become the quintessential choice, harmonizing the realms of sophistication and festivity with an enchanting symphony of allure

Sharing her thoughts on this campaign, Taneira general manager Shalini Gupta said, “The ‘Onam Edit’ campaign breathes life into Taneira’s grand vision – a revival of the timeless saree, tailored to suit the discerning needs of the modern Indian woman, forging their paths away from home and excelling in diverse roles. Epitomizing a harmonious confluence of culture, creativity, and community, the Onam Edit, is a tribute to her desire for fulfillment and balance, seamlessly blending tradition and versatility in her journey of success. The campaign stands as a testament to Taneira’s unwavering dedication to bestowing women with impeccable style and boundless versatility, all while honouring their cultural heritage.”

Talking about the range, Taneira head of design and curation Anindita Sardar said, “With every intricate stitch and delicate embroidery, these resplendent silk cotton and Tussar silk sarees achieve a synthesis of age-old traditions and contemporary creativity. Elegantly designed for effortless draping, they bestow women with the seamless ability to transcend from celebratory moments to the professional realm, flawlessly blending fashion, style, practicality, and comfort. Women in the workspace strive to blend fashion and style with practicality and comfort, creating a unique statement with their choices, bridging the gap between the conventional and the contemporary.”

Mumbai: Integrated advertising agency Sociowash has conceptualised and executed a print campaign for Hero Lectro, the E-cycle division of Hero Cycles. This campaign aims to position the company’s range of e-cycles as a smarter, greener and more enjoyable alternative for daily commutes.

The campaign highlights how Hero Lectro’s e-cycles offer an effortless riding experience with zero emissions and minimal physical exertion, unlike the stress of traffic-clogged roads and rising fuel prices. The print ads very intelligently show how e-cycles are far more convenient as compared to their four-wheeled counterparts. With the campaign communication, “If cars could dream”, the campaign subtly yet very powerfully highlights the go-anywhere nature of e-cycles and how they are better compared to cars in all urban short commute scenarios.

Sociowash co-founder Pranav Agarwal, said: “The growing concerns around traffic congestion, pollution, and health issues provided the perfect backdrop for this campaign. Hero Lectro’s e-cycles offer a simple yet effective solution for today’s stressed-out commuters seeking a more sustainable and enjoyable ride. This campaign perfectly encapsulates this sentiment in a unique yet practical manner”.

The Indian e-cycle market is booming, expected to grow at a 12.4% compound annual growth rate to reach $1.05 billion by 2028. Hero Lectro aims to capitalize on this growth through a campaign that challenges people’s mindset around daily commutes and positions the company as a leader in the e-cycle segment.

Hero Cycle’s head of marketing Rachit Gupta, said: “Commutes are getting longer, more polluted and stressful with each passing day. Our goal with this campaign is to change how people view their commute by making it effortless, green and enjoyable on an e-cycle”.

The print ads, published in major automotive and two-wheeler magazines, take a light-hearted jab at luxury cars while showcasing Hero Lectro’s range of stylish and technologically advanced e-cycles.

Mumbai: Lowe Lintas, one of India’s advertising agencies, has set its sights on a fun campaign for Dr Agarwals Eye Hospital Group, an eye care chain with 150+ hospitals spread across 10 countries. The campaign, featuring Revathi and Anant Mahadevan, aims to challenge the deep-rooted societal tendency of taking senior citizens for granted, while also highlighting the transformative impact of Dr Agarwals corrective vision surgeries on their lives.

In a society where some may view our grandparents and parents as mere caretakers and advisors, Lowe Lintas takes centre stage, aiming to challenge this perception with humour and wit.  Often taken for granted without considering their own aspirations and desires – from being the go-to creche option for new parents to the assumption that they will always be available for support and advice. The campaign champions the notion that age should never dim the sparkle of one’s aspirations. 

Commenting on the campaign, Dr Agarwals Group of Eye Hospitals CMO Ayushman Chiranewala said, “The importance of fun in old age cannot be overstated. It translates to their emotional well-being, which relies largely on their quality of life. And nothing hampers the quality of life than poor eyesight. By restoring vision, we also enable them to gain back their positive outlook on life. This message has been carefully crafted by Lowe Lintas, and we really do believe that ‘what you see and what you don’t should be your choice.”

The campaign takes a stand against this prevailing mindset, urging society to recognize that being a senior citizen does not mean life should be devoid of personal aspirations and dreams. Leveraging this powerful insight, the films created by Lowe Lintas beautifully portray the positive impact of corrective vision surgeries on the lives of senior citizens. The message truly depicts the narrative of being able to live your life to the fullest.  

Sharing his thoughts about the campaign, Lowe Lintas Bangalore executive director, head of creative, Arpan Bhattacharyya said, “Old people want to have fun just as much as youngsters. But often, weak eyesight holds them back. Dr Agarwals corrective vision surgeries offer them a new lease on life and let them enjoy old age on their own terms. Using the delightful pairing of Revathi and Anant Mahadevan, we wanted to deliver this message in a way that empowers senior citizens and opens their eyes to the possibilities out there.”

Dr Agarwals Group of Eye Hospitals is one of the largest networks of eye hospitals in India and Africa. In their mission to battle blindness, they have been constantly investing in the most advanced technologies, building world-class infrastructure, and relentlessly working towards offering holistic eye care for everyone. With more than 500 Ophthalmologists in 150+ hospitals, Dr Agarwals services extend across everything ocular.

Their campaign is now live on all online and offline platforms. 

Mumbai: National Lipstick Day, celebrated every 29 July, is not just a celebration of a cosmetic product, but also the confidence and strength it symbolises. July is also National Cleft Awareness Month. Smile Train, world’s largest cleft charity, saw this as an opportunity to spark meaningful conversations surrounding the importance of inclusivity and representation for individuals with clefts.

The campaign, conceptualised and executed by Tonic Worldwide for Smile Train India, is centered around the story of four beautiful women with cleft. These women have lived with apprehensions all their lives and have worn a bright lip color for the first time in their lives during the shoot of this campaign. Not just these four women, but most people born with cleft, live with apprehensions when it comes to embracing their beauty. Overall, the initiative showcases the transformative power of confidence and self-acceptance, underlining the significance of celebrating diversity and embracing every individual’s unique beauty.

Talking about the campaign, Smile Train’s senior vice president and regional director for Asia Mamta Carroll said, “At Smile Train, we believe that no matter who you are or how you smile, your unique face deserves to be celebrated. As a cleft-focused organization, we work closely with cleft affected individuals as they navigate their journey from cleft to confidence. National Lipstick Day is just one such occasion to celebrate the courage of our cleft warrior women! We are delighted to partner with Tonic Worldwide to bring focus on the stigma around clefts with this unique and powerful campaign.”

“Beauty, I believe, is absolutely personal.  Imagine thinking twice about wearing a fun, pop colour that you love! That’s not right.  You can’t find an image of a person with a cleft wearing a bright lip colour online. That’s not right! During the shoot, it took just one person (model) to wear a bright lip colour and that brought a smile to everyones’ face. From there on, it was all excitement, laughter and pouts. It’s pretty simple, it all starts with representation – which neither makes you too bold, nor too subtle – just normal. We’ve tried to take a small step. Hope it becomes a giant leap someday,” shared Tonic Worldwide creative director Josna Joseph.  

View this post on Instagram

A post shared by Smile Train India (@smiletrain_india)

Mumbai: Adding an innovative twist to the narrative of almond nourishment, Bajaj Almond Drops has emerged as the pioneer in the hair care category, fusing the power of AI with creativity and mesmerising creatives.

In an artistic blend of tech and tradition, Bajaj Almond Drops presents three vibrant AI-created visuals depicting the nourishing power of Bajaj Almond Drops. Each image breathes life into the brand’s mantra of Bajaj Almond Drops being a #SuperFoodForSuperYou.

The first image unfurls a stunning depiction of shiny, smooth hair, showcasing the nourishing potency of the Bajaj Almond Drops Hair Oil.

The second image depicts a story of skin, showing the softness achievable with Bajaj Almond Drops Moisturising Soap.

The third image lights up with a glowing face, a testament to the radiant effects of Bajaj Almond Drops offerings. 

With this bold move, Bajaj Almond Drops transforms itself into Super Food For Super You while leading the charge in digital creativity within the hair care category.

Schbang CEO & co-founder Akshay Gurnani said, “AI is propelling storytelling to a whole new dimension via a combination of smart visualisation and intricate prompts, which is enabling us to bring to life concepts like never before. To be associated with a legacy brand like Bajaj Almond Drops, which is among the first hair care brands to embrace AI, it’s truly an honour. After exploring various creative routes, we arrived at portraying the almond as that jewel that will help you achieve your hair and skin goals and brought it to life using Midjourney and Generative Fill in Photoshop.”

Bajaj Consumer Care marketing head Abhishek Prasad said, ”Our journey to become the first in the hair care category to embrace AI has been truly groundbreaking. The experimentation with AI has not just worked well but exceeded our expectations, breathing new life into how we portray the nourishment of Bajaj Almond Drops for hair and skin. The results are astounding –  as if we’ve unlocked a new language of creativity. We couldn’t be more thrilled with the output and the innovative pathway it has paved for us.”