Category: Ad Campaigns

Mumbai: Finolex Industries Ltd, the leading manufacturer of PVC pipes and fittings in India, further strengthens its position as one of the country’s most trusted & durable pipe brands. The company recently unveiled a compelling new film titled ‘Peedhiyan Badlengi, Pipe Nahin’ to express its gratitude to millions of plumbers who have played a pivotal role in its brand journey.

Conceptualised and created by Schbang Motion pictures, the film celebrates the enduring trust, support, and growing connections among various stakeholders associated with Finolex Pipes. It showcases the remarkable collaboration of three generations of plumbers, highlighting the success of those who have long been associated with Finolex Pipes and continue to proudly endorse its products and brand.

During a discussion among the plumbers in the film story, the youngest member curiously wonders why they don’t have to install pipes in a particular house. The wise grandfather, the most seasoned plumber among them, shares his experience of using Finolex Pipes in the past. In this scenario, he explains that long back he had fitted Finolex Pipes & it performed very well, not needing any further maintenance or attention. This anecdote highlights the remarkable longevity & durability of Finolex Pipes & fittings. This film draws its inspiration from collective voice of stakeholders across growing footprint of Finolex Pipes with 21,000 retailers & dealers.

The film not only pays homage to Plumbers, our water warriors, but also acknowledges their decision to place trust in the reliable and dependable brand, Finolex Pipes. Over the years, this has translated into increased preference & love for the Finolex Pipes & fittings in plumbing, sanitation & agriculture segment and the brand has experienced significant increase in overall awareness and consideration levels in the market. With top class products, thorough testing & validation, fit for all weather conditions Finolex Pipes has seen augmented demand in both the retail & project sales segment.

Finolex Industries Ltd VP, head of marketing and communications Ashok Jaiswar said, “With this new campaign, we aim to share the success story of plumbers who have long-standing associations with us and continue to confidently endorse our products and brand. The quality of our product portfolio is a testament to the enduring relationships we have built across generations.”

In order to foster stronger customer connections, Finolex Pipes has consistently invested efforts in raising awareness about the significance of using high-quality pipes, an aspect often overlooked in the category. The brand has also gained recognition for its massive work with plumbers at the ground level, focus on the distribution channel, and active engagement in community service through its corporate social responsibility (CSR) arm, the Mukul Madhav Foundation.

Schbang executive creative director Kashyap Joshi said, “When we asked, how long do Finolex pipes last, the answer went from months to years, to decades to generations. So we came up with a script where we let a family of plumbers ask this question to their previous generation. What resulted was a fun film that brings out the product claim in a very memorable way.”

In the building material industry, Finolex Pipes has earned a stellar reputation & become go-to brand for plumbers, plumbing contractors, plumbing consultant, architects & builders. With this new communication, we aim to reinforce our focus on the quality, assurance & long-lasting relationships which Finolex Pipes Parivaar has built over the last 42 years of presence in India.

Mumbai: One of the leading brands in the laptops category, HP India, has recently launched its latest range of HP Chromebook laptops with a multi-film campaign. Conceptualised by Lowe Lintas Delhi, this campaign aims to empower the tech-savvy youth by showcasing the unmatched features and style of HP’s innovative Chromebook.

In an era where technology plays a pivotal role in shaping our lives, the Gen Z demographic is at the forefront of embracing innovation, creativity, and connectivity. With its array of features including an innovative convertible touchscreen, G suite for education, long-lasting battery life and ease of portability, the HP Chromebook offers a one-stop solution to all potential customers.

“We are delighted to introduce this new campaign for HP Chromebook,” said HP India chief marketing officer Prashant Jain. “This product is designed to empower learners by offering them the flexibility to collaborate, learn, and unleash their creativity on their own terms. With its fully convertible touchscreen, a wide array of 1 million apps, and impressive battery life, the HP Chromebook provides unprecedented freedom to learn and create. In today’s digital era, the right tool can revolutionize the learning experience and ignite imaginative thinking. We are thrilled to contribute to this transformative journey for young minds.”

Lowe Lintas Delhi has created a humorous multi-film campaign inspired by the energy of Gen Z. These films feature two friends scheming to convince one of their parents about the benefits of possessing the HP Chromebook. With one film focusing on its impressive battery life, another showcasing its million-app-strong App Tray, and the final one highlighting its convertible touchscreen, the commercials strike a light-hearted tone while deceptively/ cleverly putting the spotlight on the laptop’s key features to an unfamiliar yet aspirational audience.

Its humour meets technology that Lowe Lintas has attempted to rewrite the rulebook for this HP Chromebook campaign.

Sharing her excitement about the campaign, Lowe Lintas Delhi regional creative officer Vasudha Mishra said, “How to communicate the product benefits strongly and evocatively has been the core of this campaign. Mohit Pasricha and his team have clearly left no experience unturned in coming up with this delightful series.”

The campaign is now live across various media channels, including television, digital platforms, and social media.

Mumbai: Buffalo Soldiers, the trailblazing new-age advertising agency with a digital heart, is thrilled to announce its creative collaboration with Fastrack, India’s quintessential youth fashion brand, for the highly anticipated launch of the first ever Automatic Watches by Fastrack.

As the lead creative agency, Buffalo Soldiers spearheaded an advertising campaign on digital and outdoor, bringing together the sophistication of automatic movements and Fastrack’s iconic fashion style.

A must-have for any watch enthusiast, the Fastrack Automatics range embodies all things classic with a twist of contemporary design to level up all your looks. With its skeletal design and unique plating colours, this collection reflects the fusion of superior functionality and Fastrack’s fashion-forward aesthetic.

Powered by a high-quality proprietary Titan automatic movement, these watches are self-winding, keeping perfect time as you navigate through your daily adventures. Beyond their functionality, Fastrack Automatics watches make a Classick style statement ensuring that wearers stand out from the crowd.

Fastrack marketing head Ajay Maurya said, “Team Buffalo Soldiers captured the essence of how we wanted to launch Fastrack’s new automatic watch collection! Across lifestyle and product photography, their creative team ensured that these stylish and high-performing watches for the fashion-savvy young consumers look truly bold and contemporary.”

“We are thrilled to collaborate with Fastrack on the launch of the Fastrack Automatics watch collection in India,” said Buffalo Soldiers lead creative officer Rohit Prakash. “Our agency prides itself on pushing creative boundaries and challenging advertising norms. Together with Fastrack, we aim to captivate the hearts of fashion-forward consumers, introducing them to a range of accessories that seamlessly blend fashion and function.”

Through captivating storytelling and vibrant visuals that put fashion front and centre, the campaign was spearheaded by Prakash along with Head of Video & Production Saurabh Dubey, young photographer Prayash Padhi, and Nikita Rekapalli (Team Lead, Creative Production).

Mumbai: Cleartax, India’s tax filing platform has joined hands with Swiggy Instamart to set up a quirky brand promotion by sending out dummy tax notices to its customers. This campaign is initiated to encourage them to grab discounts and offers during its ongoing campaign of the Big Filing Days to file their ITRs on time.

On ordering from Swiggy Instamart, Bangaloreans on 13 July got fake tax notices along with their grocery orders. The notice, when opened, had Bollywood’s Bad Man Gulshan Grover’s image printed on it with the message – ‘Not this time. Get a tax refund. Not a tax notice.’ The company informed that this campaign will be ongoing in Bangalore till 14th July and will reach 5lac households in a span of three days.

ClearTax spokesperson said, “Individuals and businesses usually rush to file their taxes by the end of the tax season which gets hectic for them, so this is a reminder for them to file it early while making it rewarding. Swiggy Instamart being an everyday delivery partner for most people, we couldn’t think of a better way to engage with consumers. Nonetheless, to say, Gulshan Grover’s Bad Man image and imagining ‘get a tax refund’ in his voice is confirmed to bring goosebumps to every 90s kid and also today’s taxpayers.”

Being handed a dummy Tax Notice by a delivery person was a highlight of the day for most of the individuals. The campaign has been effective as a cheeky way to get the message across while also reminding them about filing their taxes. Cleartax is currently running India’s Biggest Tax Filing Festival, Big Filing Days, during which it is offering up to 55 per cent off on its ITR filing plans. Apart from this, Cleartax has tied up with three popular brands, Ixigo, Yatra and Swiggy to offer assured rewards to every ITR filer between the 12 to 14 July.

Mumbai: Bisleri, India’s leading packaged drinking water, partners with The Ultimate Table Tennis (UTT) as the Official Hydration Partner for the next two years. The partnership is part of the #CarryYourGame campaign to establish a stronger brand connected with Bisleri, hydration and sports. The Ultimate Table Tennis is India’s premier table tennis tournament scheduled from 13 July to 30 July in Pune, Maharashtra. 

Commenting on the association, Bisleri International Pvt. Ltd., head of marketing, Tushar Malhotra said, “We are delighted to partner with the Ultimate Table Tennis League as part of our #CarryYourGame campaign wherein we will also be releasing limited edition bottles featuring Manika Batra, Sharath Kamal Achanta and Hana Matelova. We are committed to establish the strong link between Bisleri and Hydration by celebrating sportsmanship and endurance of athletes and players from all genres of sports.”

IndianOil Ultimate Table Tennis VP Ekansh Gupta expressed their enthusiasm on the collaboration, stating, “We are thrilled to have Bisleri as our Official Hydration Partner for the tournament. Bisleri’s commitment to providing safe and pure water aligns with our mission of offering the athletes the right hydration, enabling them to perform well during the game. We hope the association will help enhance the overall experience for players and fans alike.”

As the Official Hydration Partner, Bisleri will play a vital role in ensuring the participants and attendees stay hydrated throughout the intense competition. The association will be further promoted through co-branded Bisleri delivery trucks, which will travel across the city, creating excitement among the youth. 

Mumbai: The Smartphone industry in India is projected to grow by 7.20 per cent in the next five years, with a resulting market volume of 234.50 million units, amounting to US$59.08 billion by 2028. This can be attributed to multiple factors, such as an increase in disposable income, a strongly associated socio-economic status and rapid innovation chief amongst them. In 2024, the segment is expected to grow by 5.9 per cent. (Source: Statista). It thus comes as no surprise that mobile advertising spending is expected to reach 78 per cent of the total digital marketing expenditure by 2023. (Source: Statista). In April 2023, the Original Equipment Manufacturers (OEMs) currently led by Xiaomi, closely followed by Vivo, Oppo, Realme, OnePlus and others occupied approximately 80.42 per cent of the smartphone market share in India. (Source: Statcounter). This opens up a big opportunity for app developers to utilize mobile OEM advertising and in particular the option of Dynamic Preloads campaigns, for apps and brands looking at maximizing their mobile marketing campaigns against the backdrop of a highly competitive and saturated market.

Dynamic Preloads presents a highly targeted on-device customer acquisition channel wherein brands collaborate with OEMs, with device manufacturers dynamically prompting users to download their app upon activation of new devices. Dynamic preloads ensure a smooth user journey, from prompt to app download, significantly increasing app awareness and download rates.

What makes Dynamic Preloads a promising channel to leverage by app marketers.

Scalability and Targetability: India is the second largest smartphone market, with 2022 seeing smartphone shipments reaching 144.3 million units. With the mobile industry innovating at an unprecedented rate, app marketers should turn to dynamic preloads, as it provides access to focused and strategic targeting of this huge prospective user base.

Measurable and Optimizable: The effectiveness of Dynamic Preloads can be accurately gauged with mobile attribution KPIs providing the value of each channel, mapping the user journey, and drawing actionable insights based on demographics, geo-location. Additionally, Dynamic Preloads allow for quicker turnaround from app launch to app discovery, as apps can be discovered by the user as part of a Dynamic Preloads campaign, making for a quicker turnaround as compared to discovering an app organically.

Relatively Lower CAC and positive ROAS: Marketers are always hustling to reduce the overall customer acquisition costs (CAC) for their brand campaigns. Strategically approaching and optimizing Dynamic Preloads on various OEMs can ensure an overall low CAC and a positive return on advertising spend (ROAS).

Dynamic Preloads allow advertisers to pay for Cost per Install (CPI) allowing advertisers to secure CPI prices at a lower cost, shielding them from the fluctuating prices borne out of seasonality, more commonly seen in display ad pricing from traditional providers such as Google and Facebook.  making it essential for marketers to align their focus to an ecosystem that has grown more agile, quick, flexible, and affordable with the arrival of dynamic preloads.

User Choice: Unlike Traditional Preloads, Dynamic Preloads work through user consent, as users would have to opt-in to downloading the app. This makes every install of the app very deliberate and moves away from the model of forcing an app onto a user without their consent, more typically known as bloatware.

Up-to-date: Unlike Traditional Preloads where the app is preinstalled months before the phone hits store shelves, Dynamic Preloads only downloads the latest version of the app upon user consent, ensuring that the user is interacting with the latest version of the app

Improves Organic Ranking: A surprising yet welcome side-effect of using Dynamic Preloads is the fact that an apps’ organic ranking can be elevated, as the nature of this solution requires the app to be downloaded directly from the Google Play Store, thus affecting the Play Store numbers.

First Mover Advantage: Being the first app in a particular app category allows users to discover the app faster. This can translate to loyalty to the app if the users now convert to using the app.

Incorporating a Dynamic Preloads campaign into your user acquisition strategy

1.  Set attainable goals and a realistic budget: Realistic goal setting is key to strategizing any user acquisition campaign. Set a definite install target based on the specifics of the target audience and reach capabilities of various channels in the marketing mix. Based on the industry average CAC for a particular OEM, marketers can zero in on the required budget based on their goals and targets. An additional factor that also needs to be considered while setting up targets and budgets, is the minimum per-day download threshold set by different OEMs.

2.  Select OEMs and devices carefully: Conduct research on which OEMs are widely used by the brand’s target audience, together with the app’s organic performance on the different app stores. A marketer can then select a combination of OEMs and devices it would like to run their Dynamic Preloads campaign. These factors would also help determine budget distribution amongst various OEMs.

3.  Attribute Installs to Dynamic Preloads/Pre-Install campaigns: With the help of the right mobile measurement partner (MMP), brands should strategise and continually monitor the performance of their campaign across different OEM advertising channels by tracking downloads and engagement levels both pre and post app installation.

4.   Setting the Right Attribution Window: To measure the optimal quality of your preload campaign, it is essential to set the right attribution window. There are often delays between launching the campaign and seeing any user action, and as such a short attribution window could lead to misattribution or seeing no results in the campaign at all. Thus, the minimum recommended window should be set at 60 days.

5.   Measure the Results and Optimize: Tracking data and analyzing insights will help in understanding campaign shortfalls and allow for optimization by improving placements and creatives or redirecting resources towards better performing segments, locations or devices. Ongoing monitoring and the right optimizations will lead to a greater ROI

6.   Take an integrated marketing approach: Though a particular channel might perform better than another, it is essential to take an integrated marketing approach encompassing various channels, to maximize paid as well as organic results.  

The projected statistics and capabilities of Mobile OEMs clearly state the importance of utilizing these alternative app stores to reach high-quality untapped users at scale. To stay on top of their game, advertisers and marketers should leverage this channel’s potential by strategically incorporating Dynamic Preloads in their mobile marketing mix. Expert agencies such as AVOW that have close partnerships with Smartphone OEMs can help brands and app developers by providing them greater visibility and the opportunity to become a ‘go-to’ app for new users. These agencies not only effectively assist marketers in reaching their user acquisition goals but also help them launch their apps on different mobile OEMs with specific geo-targeting for the selected markets.

The author of this article is AVOW co-founder Ashwin Shekhar.

 

Mumbai: Laqshya Media Group, a leading player in Out of Home (OOH) advertising, is delighted to unveil a dynamic and influential OOH campaign for Santoor, the flagship soap brand of Wipro Consumer Care and Lighting. This groundbreaking multilingual campaign showcases the charismatic presence of the magnificent Varun Dhawan in Hindi, Marathi, Oriya, and Gujarati-speaking markets, while the renowned superstar Mahesh Babu enthrals the audience in the Kannada market. The campaign aims to maximize sales by leveraging irresistible product offers and strategic pricing strategies, ensuring a powerful impact in each targeted region.

Strategically designed and meticulously executed, this ongoing 10-week campaign, encompassing all high-impact OOH sites, showcases the innovative prowess of Laqshya Media Group through their impactful 3D creative. The campaign has been intricately tailored to effectively engage Santoor’s target audience across multiple markets and languages. Spanning 100+ towns in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Maharashtra, Orissa, Gujarat, and Karnataka, the campaign strategically positions billboards, unipoles, and various other mediums at key touchpoints to ensure maximum visibility and impact.

“Outdoor is a key component in our media mix as it enables us to precisely target clusters of interest and deliver the intended message. In Laqshya, we found an ideal partner who executes campaigns fast and at scale and makes our executions more impactful. Their creative inputs are invaluable as they understand how to use the medium best. Our partnership with Laqshya is now a long-term one,” said Wipro Consumer Care and Lighting CMO & head of e-commerce business, Prasanna Rai.

Laqshya Solutions COO Amarjeet Hudda firmly stated, “At Laqshya Media Group, we are committed to establishing strong partnerships with brands that embody innovation and excellence. The collaboration with Wipro is a true honour for us, and we take great pride in delivering our dynamic and contextually relevant regional content to empower the brand Santoor. Leveraging our exceptional creative capabilities, we are executing a highly impactful multilingual campaign across eight states, amplifying Santoor’s unique selling proposition. With an extensive reach spanning 100+ towns and massive urban and semi-urban areas coverage, we strive to deliver exceptional results exceeding every campaign’s expectation.”

 

Mumbai: Bolas Agro Pvt Ltd., a premium dry fruits and nuts company in Karnataka recently inaugurated their 20 retail stores in the vibrant city of Bengaluru. As part of their strategic expansion in Karnataka, Bolas Agro came up with a visionary marketing approach, encapsulated by the ingenious campaign ‘Ishte Na,’ which has undoubtedly struck a chord with the masses. The campaign was strategically sketched out with a blend of traditional and digital media by adopting TVC’s, Print Media, Hoardings, Radio, Youtube and Influencer Marketing. The influencer marketing featured well-known social media influencers like Aiyyo Shraddha and Danish Sait to help convey the campaign’s key messages to the Bengaluru audience.

On 1 July, Bolas unveiled their inaugural advertising campaign, ‘Ishte Na,’ across a multitude of platforms, effectively integrating both traditional and cutting-edge media. This campaign has truly showcased the brand’s ability to adapt and thrive in the ever-evolving landscape of marketing. The blend of classic and contemporary marketing strategies for ‘Ishte Na’ campaign literally translates to ‘’Only that much?’’ which educates the public about the factory price advantage available at all their stores. The core objective of the campaign emphasizes the significance of nutrition across all age groups, now conveniently accessible at factory prices. In this way, they reached out to all generations effectively becoming the first brand in the dry fruits and nuts segment to embrace both traditional and modern media channels.

Speaking on the success of the campaign, Bolas Agro Pvt. Ltd. director Bola Rahul said, ‘Marking a presence in Bengaluru was our dream. We wanted to provide nutrition at an affordable price. With this objective in mind, we launched the ‘Ishte Na’ campaign, which represented a new phase in our expansion efforts. We wanted to evolve in terms of our approach while keeping the old legacy alive. ‘Ishte Na’ is delivering what we aim to communicate with our consumers. The response received so far for the campaign is positive with unexpected amazing results. At Bolas, we strongly believe in holding on and taking the old legacy forward while acknowledging the importance of evolving according to the landscape of the audience and we are grateful to the whole team and the influencers for showcasing the voice of Bolas in the right tone.’

Fuelled by their commitment to consumers’ wellbeing, Bolas is making remarkable strides with their immensely successful campaign. Bolas proudly presents a wide array of meticulously researched nuts, each offering distinct and validated health benefits. With the launch of their retail outlets and ‘Ishte Na’ campaign, Bolas is dedicated to enlightening customers about the advantages of integrating a diverse range of nut varieties into their dietary routines. By equipping customers with valuable knowledge, Bolas aims to empower them in making educated decisions about their nutritional choices, thereby fostering their holistic well-being.

Bolas Agro’s extensive range of products encompasses Almonds, Pistachios, Walnuts, Cashews, Raisins, Dates, Anjeer, Apricots, Hazelnuts, Brazil Nuts, Berries, Honey, Edible Oil, as well as a delightful assortment of sweets and cookies.

Mumbai: Kotak Mahindra Life Insurance Company Ltd. (Kotak Life) has announced the launch of its latest campaign, #AdvisorsForLife. The campaign has two digital films that celebrate the Life Advisors (LAs) and Bank Relationship Managers (RMs) who tirelessly serve customers and support the Company’s brand promise of ‘Hum Hain…Hamesha’. The campaign intends to reinforce the public perception of life insurance category’s frontline team members, inspiring them to keep up their crucial role in ensuring the financial protection of the nation.

The campaign positions the LAs and RMs as the real life heroes who are silently helping millions to secure their families’ future and achieve their financial goals. The films will run on digital and social media platforms, including YouTube, Facebook, Instagram and LinkedIn.

Kotak Mahindra Life Insurance Company joint president & head –  Institutional Business, Marketing & Alliances Subhasis Ghosh said, “Life Advisors and Relationship Managers are usually the first point of contact that life insurance companies have with consumers. Often, the significant role played by them in converting prospects to customers, securing customers’ future and serving them throughout the duration of their policies, goes unnoticed. With this campaign, Kotak Life intends to shed light on these individuals’ invaluable contributions and pay tribute to all the frontline team members of the entire life insurance category who are the real heroes of our industry.” 

Mumbai: ADbhoot has launched an exciting and vibrant campaign for Liberty Adult Diaper, redefining the notion of aging and empowering adults to live life to the fullest. The campaign aims to dispel the prevailing stereotypes of helplessness associated with elderly individuals, showcasing their desire for vitality and celebrating their freedom.

AdBhoot specializes in taking human insights, a scientific approach along with artistic strokes to create unique stories and experiences for the predetermined target audience – adding value to every brand they partner with. They are storytellers with the brain of an agency and the craft of a production house.

The core insight of the campaign designed for Liberty Adult Diaper revolves around the universal aspiration of adult individuals to retain their youthful spirit, mobility, and zest for life. Recognizing this inherent need, Liberty Adult Pant offers the perfect solution, granting users the freedom to engage in activities, go out, and celebrate life unencumbered.

ADbhoot has strategically partnered with veteran actor Anang Desai for the campaign. Anang Desai’s captivating presence, relatable personality, and alignment with the brand’s promise made him the perfect choice.

“We wanted to break free from the traditional portrayal of elderly individuals as helpless and bring forth a more empowering narrative,” said ADbhoot founder & creative director Vaibhav Pandit. “Our campaign emphasizes the essence of life, energy, and vitality that resides within every adult, irrespective of their age. Liberty Adult Diaper enables them to live life on their own terms and rediscover the joy of being young at heart.”

PAN Healthcare MD & CEO Chirag Pan said, “At PAN Health, we believe in enabling individuals to lead lives of freedom and dignity, regardless of their age. The partnership with ADbhoot for this campaign reflects our commitment to challenging stereotypes and empowering adults to embrace life to the fullest. Liberty Adult Diaper provides the freedom and confidence to pursue their passions and celebrate every moment. We are excited to launch this dynamic campaign and invite everyone to join us in redefining the perception of aging.”

“Creating this campaign for Liberty Adult Diaper has been a rewarding experience for our team at ADbhoot,” said ADbhoot business and content head Monika Dharankar. “The collaboration with PAN Health allowed us to bring forth a message of empowerment and freedom, highlighting how Liberty Adult Diaper enables individuals to embrace their independence with confidence. We are proud to have played a role in crafting a campaign that celebrates the energy and vitality of every individual, regardless of age.”

The campaign will be amplified through various TV channels, Digital platforms, and OOH. Through its captivating storytelling and relatable characters, the campaign aims to resonate with a wide audience and shift perceptions surrounding aging and independence.