Category: Ad Campaigns

Mumbai: Flipkart, India’s homegrown e-commerce marketplace, has launched an ad film under its newly launched ‘Kuch Khaas Kamao’ campaign. The campaign showcases how sellers associated with Flipkart are experiencing growth and greater fulfillment by transitioning their local businesses online through the Flipkart Seller Hub.

The Ad film revolves around the concept of showcasing the benefits that extend beyond financial gains for sellers choosing to partner with Flipkart. The film focuses on the unique journey, highlighting the value of time and trust as powerful motivators, emphasizing the importance of achieving work-life balance and finding satisfaction beyond monetary success.

The ad campaign, as a part of ‘Kuch Khaas Kamao’ campaign, portrays how Flipkart has helped its sellers build trust by providing a reliable platform and support system. Flipkart’s tech-enabled platform empowers them and facilitates a harmonious balance between business growth and personal lives. As the film unfolds, we witness a father’s transformation from a busy business owner to a present and engaged family man. Through the eyes of his curious 12-year-old son, the film captures the father’s newfound presence at home, who begins to wonder about the secret behind this change. The child expresses his contentment with his father’s increased time spent with the family, highlighting their playful interactions and the comical mishaps while attempting household tasks. As the mystery unravels, the boy discovers the secret behind his father’s newfound time: the Flipkart Seller Hub. The film beautifully depicts how Flipkart’s support and resources have enabled the sellers to streamline their operations, automate certain tasks, and ultimately free up more time with their loved ones. This heartwarming story showcases how Flipkart creates an environment for sellers to achieve business success while cherishing meaningful moments with their families.

Flipkart VP & head – marketplace Rakesh Krishnan said, “As a homegrown e-commerce marketplace, we are driven by an unwavering commitment to empowering sellers nationwide through innovative initiatives and solutions. In this era of digital commerce, our focus lies in nurturing MSMEs from tier-2 and tier-3 cities through digital training and implementing seller-first policies that enable them to unlock their growth potential and expand their businesses. The campaign ‘Kuch Khaas Kamao’ showcases the sellers who partnered with Flipkart to achieve qualitative merits such as time beyond the financial gains. Through consistent support, we have enabled business owners to unlock their true potential, and drive business excellence while safeguarding the harmony between work and personal life. Flipkart is paving the way for a new era where success encompasses financial achievements and the priceless treasure of work-life balance.”

Flipkart

Mumbai: Britannia Milk Bikis launches ‘Anaivarukkum, a region-specific campaign, celebrating Tamil Nadu’s rich linguistic diversity and regional pride.

Anaivarukkum, meaning ‘for everyone’, celebrates the rich plurality of dialects in the state. Each region within Tamil Nadu has its own distinctive heritage, captivating beauty, revered icons, and unique spoken dialects. Building on its popularity among the people of Tamil Nadu since 1978, Milk Bikis’s latest campaign is a celebration that embraces the diversity and richness of every region across Tamil Nadu. This is Milk Bikis’s gesture of showing its gratitude to the state, by shining light on sub-cultures within neighbourhoods and districts. The campaign reflects the deep understanding and appreciation of the state that the brand has garnered over its 40 year journey.

With Anaivarukkum, the brand has launched 5 digital videos representing 15 different dialects across the state ranging from Coimbatore to Madurai, Karaikudi to Toothukudi, Chennai to Erode and many others. These tailored videos are being served to precise audiences using pincode targeting ability on meta platforms. The campaign will also feature billboards and newspaper ads, each of which is a tribute customised to that location.

Commenting on the campaign, Britannia Industries Ltd., CMO, Amit Doshi said, “Milk Bikis is loved all over Tamil Nadu, 1 in 5 biscuits bought in TN is a Milk Bikis and over a third of the households in the state consume the biscuits every month. With a bond as special as this, Anaivarukkum is a humble tribute to the state, the various beautiful dialects spoken across the state, rituals, its destinations and pop-culture.”

Talented founder PG Aditya said, “This campaign was led by two of my colleagues at Talented – Balaji and Samyu, who are both from TN. No better team to helm this.

“Through this 60-part TN tribute series, we’re showing our gratitude to the state while shining light on sub-cultures within neighbourhoods and districts that have a separate fanbase. We’ve curated a series of customised writing for each Tamil dialect across regions within the state. Milk Bikis’ potential to have a deep, highly-engaged relationship through hyper-localised creative work across TN is immense. And we’re just getting started!”

Mumbai: JK Cement Ltd. unveils “Naam se toh kaee Kaam se Ek hi No.1” Campaign to redefine the concept of No.1 in the Cement Industry. 

JK Cement Ltd., one of the leading manufacturers of cement in India, proudly announces the launch of its distinctive campaign, “Naam se toh kaee Kaam se Ek hi No.1” (Number 1 by Performance and Services). #KaamSeNumber1 initiative aims to redefine the concept of being No. 1 in the cement industry.

With a legacy spanning five decades, JK Cement Ltd. has established itself as a trusted name, catering to India’s diverse infrastructural needs. The company’s unwavering commitment to customer satisfaction, coupled with continuous technological advancements, has propelled it to the forefront of quality and excellence. To bring this narrative to the forefront, JK Cement Ltd. has released four captivating ad commercials that depict different scenarios in a multi-brand cement store, showcasing the challenges and demands of customers and offering innovative solutions and a different perception. These commercials seek to transform the perception of what defines the best cement, providing customers with a new perspective at the point of sale. The light hearted humorous conversations among customer, dealer, and engineer within the setting of a building material retail store serve as the backdrop for this strategic storytelling approach. Furthermore, the campaign takes the opportunity to showcase our differentiating factor from other brands in India – our Build Xpert Team and their exceptional On-Site Technical Services.

Commenting on the campaign, JK Cement Ltd., group president – marketing, Pushp Raj Singh said, “Our goal with this campaign was to emphasize the superior quality of our products and showcase the trusted legacy of our brand. With 50 years of extensive and illustrious experience in the cement industry, we have built a strong foundation based on integrity, dedication, and continuous improvement in our products and processes. Every batch of JK Super Cement undergoes more than 200 BIS approved (Bureau of Indian Standards) quality tests, ensuring its excellence from raw materials to packaging, before it reaches the hands of the end consumer.”

JK Cement Ltd., AVP & head of brand & digital marketing, Love Raghav, sheds light on the campaign’s inception, stating, “Our journey began with an in-depth market research endeavor to understand consumer behavior, pain points, and preferences regarding cement purchases. Based on these insights, we designed a campaign that delivers a clear brand communication, highlights our core product capabilities, and addresses their pain points. The #KaamSeNumber1 campaign also promotes our On-Site Technical Services provided by our strong Build Xpert Team, where we prioritize our customers by offering valuable construction related services alongside top-quality products, ensuring a seamless experience, which sets us apart from other brands in India.”

Social Cloud Ventures Pvt Ltd.- The agency on record, founder, Nipun Arora added, “Our main challenge was to create a memorable, seamless campaign across various platforms and formats. We integrated this campaign highlighting key reasons to believe, a captivating hook, brand narrative, and unique selling points for each product, all within a concise 20-second timeframe. The result is a campaign with four films that address friction points and deliver impactful moments of truth.”

The JK Super Cement #KaamSeNumber1 campaign encompasses a comprehensive communication and marketing strategy, spanning digital, television, print, and social media platforms. By incorporating the theme of “Naam se toh kaee, Kaam se Ek hi No.1” (Number 1 by Performance and Services, not just the name), the campaign effectively communicates the brand’s trustworthiness, excellent quality, superior customer service, and product-level technological innovation and attributes.

https://www.youtube.com/playlist?list=PLKvLlzKDgCiqHmBW4LVl6ocpR_iGiYwRs 

https://www.youtube.com/@JKCementLtdIndia

Mumbai: Aditya Birla Sun Life Mutual Fund (ABSLMF) and DENTSU CREATIVE India have launched their latest Investor Awareness campaign titled ‘3in1TohInvestmentDone’. This innovative campaign aims to promote the ‘Multi Asset Allocation Fund’ – a strategic solution to navigate through market turbulence.

The campaign effectively emphasises the benefits of investing in a single fund, offering exposure to three key asset classes: Equity, Debt, and Gold. Investors can enjoy the combined advantages of growth and stability through the diversification of investments across these asset classes. This approach intelligently cushions the impact of market fluctuations and effectively manages risks, all while potentially enhancing returns.

The film centres around three friends who consistently support each other in various circumstances, mirroring the essence of the ‘Multi Asset Allocation Fund’. This fund optimizes returns and manages risks effectively by diversifying one’s portfolio, much like the friendship of the friends in the film. The campaign is currently live across multiple platforms, including digital, cinema, audio streaming, as well as outdoor and ambient media in 17 cities.

Speaking about the campaign, Aditya Birla Capital, head of marketing & CX, Darshana Shah said, “At Aditya Birla Capital, our aim has always been to simplify people’s financial needs while presenting a compelling story. With this investor education campaign, we wanted to highlight the importance of portfolio diversification in managing market volatility and risks. We aimed to showcase how investing in a 3-in-1 ‘Multi Asset Allocation Fund’ can provide the advantages of three asset classes – Equity, Debt, and Gold – combined, offering potential growth and stability. This film aims to raise awareness about the benefits of investing in a versatile fund like this and starting your financial journey with us.”

DENTSU CREATIVE India  group executive creative director, West, Ajeet Shukla added, “We didn’t have to search far and wide to crack this piece, and as always, our focus was to create a device that would make the film a memorable story. We are pleased to have achieved delightful dimensions and sweet textures to the story by incorporating a musical jingle, children as characters, and their adorable performances.”

Mumbai: SoCheers Films, a full-service films division of SoCheers (an independently-led creative digital agency), has unveiled their latest Digital Video Campaign (DVC) for BATTLEGROUNDS MOBILE INDIA (BGMI), the country’s most loved battle royale title. This captivating film titled “Ab Dhadkane Hongi Tez” not only captures the love for BGMI as the ‘IndiaKiHeartbeat’ within its gaming community but also invites players to immerse themselves in the game and experience relatable moments.

Designed to resonate with players of all age groups and genders, the recently unveiled Digital Video Campaign celebrates BGMI’s vibrant gaming community and the game’s ability to foster a strong sense of togetherness among its players. The film portrays a diverse range of individuals passionately engaging with BGMI, evoking feelings of excitement, and nostalgia.

Through its compelling storytelling, the film showcases the unity within the gaming community, highlighting how players from various walks of life, including college students, young parents, and father-son duos, form squads and play together. Resonating with players from far and wide, the content strikes a deep chord with the Indian gaming community, reigniting their passion for gaming. 

The film was released on YouTube and Instagram, receiving an immense amount of love from the gaming community. In recent years, the gaming industry in India has experienced remarkable growth and popularity. Games like BGMI have successfully carved a niche for themselves, attracting a dedicated fan base that eagerly awaits new releases and relishes the immersive gaming experiences they offer. 

Mumbai: Castrol, India’s leading lubricant player, has unveiled a new marketing campaign, #BadhteRahoAage, focusing on the opportunity of remarkable progress and success of truckers who prefer Castrol CRB TURBOMAX. The campaign, developed in collaboration with Ogilvy marks a significant milestone for Castrol in reinforcing its commitment to the progress and success of truckers.

Commercial vehicles and truck drivers serve as the backbone of the Indian transportation and logistics industry. Truck drivers tirelessly navigate highways, delivering essential products that power various sectors, thereby connecting businesses, industries, and communities. Castrol’s #BadhteRahoAage campaign recognises the importance of truckers and aims to empower them with superior engine protection, enabling them to progress and drive the economy forward.

Speaking about the campaign, Castrol India Ltd. vice president – marketing Jaya Jamrani said, “Our new campaign #BadhteRahoAage is a special ode to the unwavering support of truckers in helping move commerce. This is one of the many ways in which Castrol’s reignited vision of accelerating progress comes to life. Our aim is to fortify our bond with this extraordinary community, reaffirming our unwavering commitment as their trusted allies in the pursuit of progress.”

The first leg of the campaign includes an engaging TVC featuring two contrasting characters: Sukhi, a young and progressive trucker who consistently chooses Castrol CRB TURBOMAX, and Dukhi, who regularly experiences engine failures and repairs due to inappropriate engine oil choices. Through this quirky narrative, the TVC demonstrates vividly how CRB TURBOMAX engine oil empowers truckers to forge ahead in their businesses while emphasising the critical importance of selecting the right engine oil.

Ogilvy Mumbai senior VP Dushyant Kumar  said, “#BadhteRahoAage campaign weaves a compelling narrative of the role of engine oil in driving truckers’ progress. It’s simplicity and relatable storytelling will deeply resonate with truckers, complemented by a memorable jingle that amplifies its impact. The campaign aims to inspire truckers to keep moving forward.”

In addition to the TVC, the campaign will feature an extensive on-ground activation component specifically tailored to support truckers in their pursuit of progress. Castrol also plans to establish strategic collaborations with entities that will provide essential resources to further enhance the growth and success of truckers and drive the importance of business, finance, health, and the role of technology for the trucker community. This nationwide campaign will target truck owners and truck drivers across India and will be amplified through television, digital platforms, on-ground activations, and impactful out-of-home advertising.

Castrol CRB TURBOMAX features advanced DuraShield Technology, which is meticulously crafted to provide 3X Protection to the engine by addressing the primary factors of Heat, Deposits and Wear which contribute to engine damage. This exceptional formulation not only safeguards against the accumulation of harmful soot particles but also shields critical surfaces from wear and tear. By forming a durable protective layer on moving metal surfaces, the Castrol CRB TURBOMAX engine oil resolutely withstands challenging conditions, ensuring long-lasting performance and reliability.

Mumbai: Lowe Lintas Bangalore, the creative agency of MullenLowe Lintas Group, has rolled out its latest campaign for Flipkart Health+. To initiate the brand’s latest offering of ‘Super-fast’ delivery, the new campaign by the agency implores users to try out the feature to order their medicines, which assures delivery at the promised time, with a cash-back guarantee, a first in the ePharma space. 

At present, India has about 50+ start-ups in the E-pharmacy space providing quality and affordable medicines to about 5,000,000 patients per month across the country 1. With the internet penetration in urban and rural India expected to rise further, along with availability of internet-enabled smartphones and high-speed broadband connectivity, the number of ePharma users is expected to grow significantly. 

Sharing her thoughts on the idea behind the new campaign, Lowe Lintas Bangalore, president & branch head, Sonali Khanna said, Since its inception, Flipkart Health+ has consistently prioritised the needs of its customers, placing consumer challenges at the forefront of its approach. Their trailblazing “super-fast delivery” feature is one such example of their commitment to customers.

While medicines are a serious business, we felt that highlighting critical health scenarios would only create further anxiety. Instead, we decided to convey our message with a lighter touch in order to break clutter; by humorously demonstrating that while somethings in life can take time, delivery of medicines should not.

With this new campaign, Lowe Lintas Bangalore cheekily communicates the brand’s new feature of ‘Super-fast delivery’. The campaign consists of two films with the overarching message of ‘Somethings take time, but deliveries, no chance!’ showcasing two humorous situations where an impossible deadline was given for delivery, one with a couple being asked for a baby by relatives on their wedding day and another with an architect being given a day’s time for construction. The feature has been launched in Bangalore and Lucknow – in Bangalore, the delivery will happen the same day of placing the order and in Lucknow, the delivery will happen the next day after placing the order. 

Mumbai: Budweiser Beats energy drink has announced a new, exhilarating initiative – aimed at inspiring creators and unveiling the effort involved in content creation. The crusade shines a spotlight on the creative process and the relentless grind endured by young artists to create a simple 30-second Reel, craft an engaging teaser, or produce a song that resonates with the audience. To bring this concept to life, the brand has collaborated with two dynamic Gen Z artists who embody the essence of creativity, passion and vigour.

Srushti Tawade, a rapper-writer and Niharika NM, a global creator with impeccable comic timing, reveal the daily challenges and creative blocks they encounter while making their viral videos. In a candid behind-the-scenes journey, the viewer gets an authentic glimpse of what goes on backstage – unveiling the reality behind, and the toil of content creation. Throughout this process, Budweiser Beats energy drink remains their trusted partner, fueling their creativity and sharpening their focus as they channel their artistic brilliance.

Sharing more on the campaign, NM exclaimed, “When we see a 60-sec Reel, we often forget the 60+ hours of hard work that’s put behind it, not just by the creators but their entire crew. To top it, relatability is key to the humour and constantly reinventing the wheel can be a daunting task. Working with Budweiser Beats energy drink has been interesting, as the collab sheds light on the genuine hard work that goes in to create content – day in, day out. It’s a challenging journey, yet an exhilarating one, and I’m thrilled to offer my community a glimpse into my creative process.”

Echoing NM’s sentiments, Tawade shared, “Kudos to Budweiser Beats energy drink, for bringing to fore all the madness that goes on behind-the-scenes, which is easy to miss and not captured enough on our Instagram feeds. The timing of the drop could not have been more perfect, serving as a great foundation for the release of my new single. The collaboration captures some exciting and enjoyable moments from my creative process with Budweiser Beats energy drink being my only constant, getting me and my crew through it all.”

Describing the brand world Budweiser Beats energy drink is creating, Vineet Sharma, Vice President – Marketing, AB InBev India added, “Our goal with the campaign is to celebrate and highlight the creative process of emerging and established creators. This initiative captures the incredible energy, passion, and dedication that fuels content creation. Unlike adventure-focused narratives adopted by other players in the category, Budweiser Beats energy drink serves as a go-to source for sharpening creative focus – empowering artists and creators to overcome challenges, push boundaries, maintain focus, and power through creative blocks.”

Budweiser Beats energy drink is available at leading modern retail outlets, department stores and popular e- commerce aggregators across the country at Rs 110 for a 250 ml can – making it easily accessible for all creative minds seeking a superior-tasting, high-quality energizing and flavorful beverage to power their pursuits.

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Mumbai: Indo National Ltd., a household name in batteries with its iconic brand Nippo, for over five decades is undergoing a momentous transformation to keep in step with the values and demands of a younger and a more ambitious generation of Indians. As a part of this thought process, the company has decided to expand across multiple consumer touchpoints through a range of allied categories.

With the launch of Nippo Thor Digi Alkaline AA and AAA batteries, Nippo also signals its unambiguous intent to play at the upper end of the alkaline battery market, so far cornered by just one player. Also, with LEDs, new age torches, mosquito swatters, electrical accessories and more, the company that has been identified with batteries all along, is finally hoping to break out of its one-product image once and for all.

Having unveiled its new logo just a couple of months ago in a high-decibel launch event in Chennai, the company is now ready with a multi-media brand campaign conceptualised by Underdog. ‘For the new you’ is a 360 degree campaign which urges consumers to see life from a whole new perspective and assures them that the legacy brand is evolving for and with them. It reflects the values of a new era, one in which the country’s median age is barely 28.

Indo National Ltd. COO Muthar Basha who is spearheading this transformation is upbeat about the campaign, “With the new campaign ‘For the New You’, I am confident about having a fresh proposition that will be around for some time to come. Our brief to the agency was to create a fresh feel for the brand that breaks free from typical category clichés and delivers a proposition that can genuinely signify a societal shift about the changing times. While Nippo is a strong No.2 pan-India player, it was important for us to underline the brand’s heritage and connect with our consumers across India. The campaign which has just been released nicely captures this sentiment.”

Indo National Ltd. marketing VP BLN Prasad, is equally excited with the challenge of revamping the brand,“When it comes to batteries and electrical products, Nippo has a rich legacy spanning half a century. Most homes in the country regard Nippo as their go-to brand for value-for-money batteries. While our other products, such as LED lights, torches, and mosquito swatters also enjoy the confidence of our consumers, we believed it was time to reintroduce the brand in a new light to reinforce an inclusive and a more accepting worldview, one which the company genuinely stands for.”

Underdog, the agency behind the creative communication strategy, has reflected the brand’s new message in its all-round package, which includes two TVCs, outdoor, tactical print and digital.  

Underdog co-founder & COO Vikram Gaikwad, is delighted with the agency’s new campaign. He says, “For us, this was a rare opportunity to transform a heritage brand’s look and feel into something fresh, youthful, and vibrant. Nippo’s new, contemporary vibe has been extended throughout its packaging and media vehicles and we hope it will resonate with its core consumers while also attracting new ones.”

Underdog COO & co-founder Vistasp Hodiwala said, “To reposition an iconic brand like Nippo is not just a challenge but also a responsibility. This campaign walks the fine line between old age values and new age aspirations. We have an evocative brand film that captures the sentiment of these new values across markets and another film tailored specifically for the Telugu, Tamil and Hindi viewers. What works for these films is the way the everydayness of the situations are altered by a touch that is uniquely 2023.”

The TVCs have been handled by Surbhi Bafna of TSF Films and directed by Amit Satyaveer Singh. The campaign will see a phased release very soon.

Mumbai: Advertising and branded content uses many emotions to engage consumers. Fear is one of them. Brands have used fear as a powerful tool to communicate.

PVR-INOX Ltd, India’s largest cinema chain has been implementing impactful marketing tools to promote the movies in the Horror genre. In a recent initiative, the chain has used fear, with a horror-filled film that shows what it is to see a horror film alone, on a big screen.

The campaign started with a post on PVR Cinema’s Instagram page, inviting people who dare to watch the last instalment of the Insidious movie alone in the theatre.

The contest received overwhelming response and engagement. At the end of the week, a winner was chosen by lucky draw. Vicky, the winner, was then invited to see the Insidious The Red Door at the plush PVR INOX theatre alone, in the last show.

The hidden cameras captured what actually transpired in the hall. Vicky was frightened to death and had his own imaginations running wild. Vicky made it to the exit before the film ended.

The film, directed by Titus Upputuru, shows Vicky walk into the theatre like a star. With sunglasses on, chewing gum, he walks in to the theatre looking every bit the winner that he was. He makes into the dark theatre after picking up his favourite caramelised popcorn and chilled cold drink.

After settling down in the theatre, smiling to himself, he starts enjoying the film. But soon the scary scenes in the film start to take their toll on him and he begins to be increasingly frightened. When the service staff brings him the Hot Dog that he had ordered, he sees a red apparition behind him. He feels spooky hands running towards his neck but as he looks back he sees no one. When he can no longer take the intense scenes from the film combined with the scary sounds, he runs down the stairs, tripping over and falling down. He quickly picks himself up and heads out. The horrors do not seem to be over him, as he senses something vile in his car, down the parking lot. The films end with the line ‘Enter the darkness, if you dare’.

The film has been produced by The Titus Upputuru Company.

Speaking about the campaign, the director of the film, Upputuru said, “It is one thing to watch a horror film on a small screen at home. It is quite another to watch it on a big screen, alone! It was great fun shooting the film. The task was not just to capture the protagonist’s feelings and emotions but to manifest what was going on in his mind. That was the big challenge. There were several elements that we used to create the atmosphere of fear. The colors, the mirrors, the lonely top shots, the red apparition, the creepy hands, the sounds, and the edit, all went into making the experience both real and surreal.”

As per Sony Pictures Releasing International – India general manager & head Shony Panjikaran said, “We embarked on a thrilling journey with PVR INOX, creating a captivating tale to unveil the final chapter of Insidious. This horror-filled promotion explores the consequences when one dares to venture into the chilling world of fear, alone at a cinema. From an Instagram contest that sparked an overwhelming response, Vicky emerged as the brave victor who stepped into the darkness, only to have his senses tested to the limit. Insidious: The Red Door delivers an unforgettable cinematic experience which needs to be witnessed on the big screen, like the grandest screens at PVR INOX.

The campaign is on air across digital platforms and generating great engagement.