Category: Ad Campaigns

Mumbai: TBWAIndia’s team has closely tracked and analysed changes in the world of Gen Z in their latest article, ‘The Wizards of Finding Zen’. The article offers an atypical perspective on Gen Z through the lens of social conscience, self-conduct, learning, interaction with the world and identity.

This article captures how Gen Z’s upbringing and interaction with the internet has transformed how they view the world and gain information. It further dives into what brings them a sense of belonging, what they seek and more.

Born and brought up in the internet age, today’s 17-21-year-olds are politely opinionated know-it-all’s.

Much like wizards of yore, with a swish of their wand or swipe on their phone, these young adults have answers to all the world’s pressing questions. They are self-sufficient and about the most sorted any college-going student ever has been.

This article aims to identify overarching shifts that have taken place for this ‘Wiz-Gen’ in their interaction with the world and themes for 2023 for brands to consider and act upon.

As the world around them continues to go through constant upheaval and change, Gen Z having more practice than any other group, have learnt to ride the wave to their rhythm and even cause ripples in the ocean when necessary. Here’s a generation that truly appears as frivolous as the top of an iceberg while the world keeps missing its depth.

“Every generation imagines itself as different than the others yet bears resemblance to their predecessors, if not the immediate ones. The younger gen z are strikingly different from the millennials, yes. But in their pragmatic way to negotiate change, do they have an uncanny resemblance to the baby boomers? Are they the 2023 version of the baby boomers? Worth a thought.” says TBWAIndia chief strategy officer Amit Kekre.

TBWAIndia CEO Govind Pandey adds, “Gen Z never ceases to astound us. It’s truly captivating to witness their profound influence on culture and the unconventional spaces they choose to cultivate it. From clandestine speakeasies to intimate verandahs, the locations where culture takes shape speak volumes. This paper delves into the enigmatic realms of our contemporary obsession—the generation that occupies countless conversations.”

Mumbai: Set Wet, men’s hair styling brand from the house of Marico, has collaborated with renowned Indian Stand-up comedian Zakir Khan, for their #ApniHairStyleHiApniVibeHai campaign. In his unique comic style, Zakir took to Instagram highlighting the importance of hair styling in setting his vibe and urging his followers to treat it as an important part of their grooming regime.

In the video, Zakir Khan humorously shares anecdotes from his own grooming journey, delving into the concept of ‘vibe,’ a term popularised by Gen Z. With his incredible wit and charm, Zakir builds on this idea, capturing the essence of #SetYourVibe through well-styled hair, which ties back to the brand campaign message of #ApniHairStyleHiApniVibeHai.  

Excited about this collaboration Zakir Khan, said, “Looking at hairstyling as an important aspect of my grooming regime only came to me a few years ago, but the confidence it instilled in me has been game-changing, personally for me. Set Wet is synonymous with hair styling for the youth of India and from my personal experience I can tell, taking just a few extra minutes every day to #SetYourVibe can take you very far, give you a lot of confidence and help you leave a lasting impression.”

This exciting collaboration exemplifies Set Wet’s unwavering commitment in driving conversations and narrative on hair styling with the youth in their language. Through his engaging storytelling, Zakir highlights how over the last three years he has seen the impact that focusing on hairstyling has had on his life and has thus become an integral part of his grooming routine.

The video featuring Zakir Khan is just one component of Set Wet’s comprehensive 360-activation plan designed to inspire the youth to start styling their hair and set their vibe.

View this post on Instagram

A post shared by Zakir khan (@zakirkhan_208)

Mumbai: Fincare Small Finance Bank is pleased to announce the launch of its new multilingual TVC Campaign ‘The Great Indian FD Fest’. This monsoon season it is raining interest rates on fixed deposits, with very attractive rates for both senior citizens and general citizens. At present the bank is offering rates as high as 9.11 per cent for senior citizens and 8.51 per cent for general citizens.

The media campaign also features Fincare Small Finance Bank’s brand ambassador – Grand Master Viswanathan Anand. The campaign went live on 10 July 2023, and ran across TV – English and Regional News Networks, as well as on Social-Media with a focus on Metros and key regional markets.  

The campaign’s primary objective is to raise awareness about Fincare Small Finance Bank’s competitive interest rate offering for all categories of customers. Additionally, it emphasizes the significance of fixed deposit as a stable and long-term investment vehicle which is suitable for everyone, whether starting a job or building a marriage or education kitty or looking to park their retirement nest egg in a low-risk high-return option.

Commenting on the brand campaign, Fincare Small Finance Bank CMO Pankaj Gulati said, “I’m thrilled to announce the launch of our new brand campaign – ‘The Great Indian FD Fest.’ This campaign celebrates the spirit of financial empowerment and presents a golden opportunity for every Indian to secure their financial future through fixed deposits. With attractive interest rates, flexible tenure options, and an emphasis on safety, this offering sets the path that leads to your goals. We believe you can experience the joy of financial freedom with Fincare Small Finance Bank and ‘The Great Indian FD Fest’ is an ode to the deep love for FDs that resides in every investor’s heart.”

With the FD value proposition reaching out to the target audience through multiple channels, Fincare Small Finance Bank is aiming to drive increased interest, engagement, and ultimately, conversion of prospects into loyal customers and eventually to advocates.

Mumbai: Cornitos, the forerunning brand of Greendot Health foods Pvt Ltd, proudly announces the launch of its new, wild mascot, ‘Corny-the uncooperative Chimp’ in the new campaign, Titled ‘Cornitos – Wild As You Like’. This campaign not only showcases the search for a mascot but also embodies the message of embracing the wild side. Choosing the right mascot for a brand can be a real challenge, and Cornitos is proving just that in its latest uproarious brand campaign, and who better to embody this untamed spirit than the mischievous and uncooperative Corny the Chimp.  

“We believe Corny the Chimp adds a whole new dimension to our brand identity,” declares Greendot Health Foods Pvt. Ltd managing director Vikram Agarwal. “He embodies our values of innovation, playfulness, and delicious snacking experiences. Corny is our wild and lovable brand ambassador who will forge a strong connection with our consumers and enhance our brand recognition.”

Composed of two teaser films and a grand brand mascot launch film, the campaign starts in a luxurious conference room where suggestions for mascots are met with hilarious flashbacks of daring adventures and amusing rejections. The teasers leave viewers craving more, with the words “To be continued…” building anticipation. The storyline then unfolds on an auditorium stage in the main mascot launch film, introducing Corny the Chimp as the brand’s lovable and mischievous mascot.

To promote Cornitos’ mascot, a 360-degree campaign has been deployed, featuring Corny the Chimp as the brand ambassador. He will be featured across all brand communications, including digital platforms, print media, and retail spaces.

Crayons Advertising chief strategy officer Samir Datar, the creative mind behind this extraordinary campaign, shares, “Developing Corny the Chimp as the brand mascot was a thrilling and collaborative process.”

The ‘Cornitos – Wild As You Like’ campaign truly captures the spirit of the brand and its adventurous snacking options. With the introduction of Corny the Chimp, the excitement and enjoyment associated with snacking will reach new heights, inviting consumers to unleash their wild side and explore the exquisite Cornitos range of delicious and innovative snacks.

Mumbai: The dazzling collaboration between Myntra, French Connection UK (FCUK), and the ingenious minds of TVA.Group has generated ripples in the influencer marketing world.

The “Me & My Connection” campaign, a sublime blend of storytelling and promotion, is making headlines with unprecedented success. Elevated by the robust engagement of 15 esteemed Bollywood luminaries and top-tier CAT-A influencers, this inventive campaign has heralded a transformative paradigm in influencer marketing. The campaign radiated success, generating an impressive 300 million estimated impressions and an Earned Media Value (EMV) of Rs 39.7 Cr. This spectacular achievement led to a return on investment that exceeded 30 times, setting a new benchmark in influencer marketing.

An illustrious array of influencers and Bollywood celebrities, including luminaries such as Arjun Kapoor, Athiya Shetty, Vijay Verma, Jim Sarbh, Komal Pandey, Ahan Shetty, Monica Dogra, Kunal Thakur, Kubbra Sait, Zara S Khan, Kayan, Zaeden, Diet Sabya and Vedang Raina and Adarsh Gaurava lent their charisma to this avant-garde campaign. Mirroring the lives and passions of these influencers against minimalist backdrops, the campaign showcased compelling narratives that resonated profoundly with audiences, garnering a reach that soared beyond 105 million and racking up an awe-inspiring 120 million total plays.

Redefining the landscape of traditional marketing strategies, TVA.Group meticulously orchestrated every aspect of the “Me & My Connection” campaign, from crafting compelling scripts to strategic selection and liaison with artists, from the seamless execution of production to the meticulous post-production edits, TVA.Group left no stone unturned.

The final product was a masterful tableau of personal journeys, self-discovery, and authentic connections, punctuated by arresting editorial-style visuals and a magazine-like reveal of French Connection’s Myntra launch. This holistic approach captivated audiences and deftly promoted the essence of genuine human connections, transcending the boundaries of standard brand promotion.

Reflecting on the campaign’s triumphant run, TVA.Group ( www.tva.group) co-founder Devashri Mehrotra commented, “Our goal with this campaign was to promote the brand and spark a conversation about the importance of genuine connections. By showcasing unheard stories of our celebrities and creators, we created a campaign that lent high engagement with viewers and served as significant advertorial assets for Myntra’s exclusive launch during their End of Reason Sale.”

Vijay Verma:

View this post on Instagram

A post shared by Vijay Varma (@itsvijayvarma)

Arjun Kapoor:

View this post on Instagram

A post shared by Arjun Kapoor (@arjunkapoor)

Mumbai: Shobitam, a global D2C ethnic wear brand, today announced the launch of its latest campaign ‘If it’s a saree, It’s a Shobitam’ featuring actor and brand ambassador Vidya Balan. The campaign aims at showcasing Shobitam’s unwavering commitment towards preserving India’s timeless cultural fabric and inspiring women worldwide to celebrate the saree legacy by embracing it as a symbol of individuality and empowerment.

In the brand film, Balan is seen with a Director who narrates a script, set against a vintage backdrop. As she intently listens to the script, Balan slowly starts to embark upon a journey down memory lane, where suddenly her first love for sarees comes back flashing. Lost in a world of fantasy, she tries to recall her favourite styles. As she blissfully adorns her beloved sarees, mesmerized by her reflections in the mirror, she is overwhelmed with emotions with nostalgia, and revels in the sheer delight of wearing her cherished sarees. As reality pulls her back from surrealism and straight to the narration, she says, “And we never part, forever and ever.” The film concludes with Balan descending the stairs as an epitome of grace, urging audiences to “Join the Saree Revolution” brought to the world by Shobitam.

Sharing thoughts on this partnership, Balan said, “I am thrilled to be part of the Shobitam family and excited about our new campaign ‘If it’s a Saree, It’s a Shobitam!’. The sheer joy of wearing a saree makes you fall in love with yourself again and the saree is a symbol of our cultural identity. Shobitam’s unwavering commitment in making the saree accessible to anyone across the globe truly struck a chord with me. The authenticity of their offerings, wide selection, value added services and fast delivery was something that I personally experienced. So this shared journey of ‘Look Good, Do Good and Feel Good‘ and championing the saree revolution is truly exciting for me!”

Talking about the brand campaign, Shobitam co-founder & chief product officer Aparna Thyagarajan said, “We are thrilled to launch our latest campaign with our beautiful brand ambassador Vidya Balan. Through our new brand film, we hope to kick start the global “Saree Revolution” that thrives on emotional connection with the audiences through our beautiful creations. And, Vidya’s charismatic aura and her love for sarees just make her the perfect voice to helm this movement across India and the World. We do hope that audiences see Shobitam as a purveyor of traditional and handcrafted weaves and a reservoir of the timeless heritage of India. Our goal is to make Shobitam synonymous with the word Saree as a verb, where “If it’s a saree, it is a Shobitam!.”

Mumbai: Tata 1mg Labs – a diagnostics chain of pathology labs, in association with dentsu X India, has launched the ‘Trust What You See’ campaign. The campaign aims to highlight the accuracy involved in processes and quality checks of samples at labs. It further emphasizes the brand’s commitment to delivering accurate and reliable diagnostics services.

dentsu X, the media agency from dentsu India, managed the media planning strategy for the campaign, through innovative print frames to blend the campaign video into the publications.

The readers had to simply pick up the newspaper and head to the last page. Scan the QR code and watch the video for a glimpse of the lab.

View this post on Instagram

A post shared by Tata 1mg (@1mgofficialpage)

The campaign offers an exclusive inside tour of the world-class facilities and processes of the state-of-the-art National Reference Lab in Delhi. It highlights the stringent quality standards followed for each sample at Tata 1mg Labs. Dr. Prashant Nag, MBBS, MD (Pathology) & Clinical Head, Tata 1mg Labs MBBS, MD (Pathology) & clinical head, Prashant Nag explains the quality assurance processes, addressing common queries & concerns pertaining to the handling and processing of samples.

Nag added, “Bringing Care to Health – is at the heart of everything we do at Tata 1mg Labs. With our ‘Trust What You See’ Campaign, we aim to provide our customers transparency and peace of mind when it comes to their diagnostic needs. By showcasing our meticulous lab processes and expert team, we want to assure our customers that their samples are taken care of using best-in-class quality standards & norms and that their health is in safe hands.”

dentsu X senior partner & national business growth Saurabh Shrivastava said, “We take great pride in being a part of this initiative. This collaboration aligns perfectly with our network’s core values of forward-thinking and innovation.”

It is pertinent to note here that Tata 1mg Labs deploys technology-enabled and fully automated systems to bring pre-analytical errors to a minimum. It ensures safe transportation of samples to the laboratories using temperature-controlled containers. To further ensure safety and accuracy, every sample is barcoded and scanned automatically at every stage of processing to enable end-to-end tracking.

Mumbai: Asian Paints, a leading name in the paint industry, is excited to announce the launch of their latest product, “Damp Proof,” a revolutionary waterproofing solution, just in time for the monsoon season. With an innovative approach to engage consumers, Asian Paints collaborated with comedian Zakir Khan for a mushaira, redirecting conversations about the monsoons towards practical and enjoyable discussions. FCB Kinnect has conceptualised the campaign.

As the rainy season approaches, effective waterproofing solutions become paramount. Asian Paints recognised this opportunity and took the initiative to introduce “Damp Proof,” a state-of-the-art product that offers unparalleled protection against water damage and seepage. By launching this product, Asian Paints aims to enhance the living experience of homeowners and mitigate the challenges posed by monsoons.

The campaign kick-started with an unconventional event – a mushaira, a traditional form of poetry recitation. Asian Paints cleverly utilised this cultural platform to captivate the audience and steer the conversation towards a vital but often overlooked topic – waterproofing. By intertwining poetry with practical discussions, Asian Paints successfully engaged the participants, resulting in an unforgettable experience that left a lasting impression.

Mumbai: Zebronics’ latest campaign, featuring Hrithik Roshan and in collaboration with their new creative partner Collective Creative Labs, sets a refreshing tone in the category of projectors and speakers. Showcasing CCL’s commitment to pushing creative boundaries and serving as an extension of Zebronics’ promise to deliver a lifelike experience, the advertisement takes viewers on an immersive journey. Within just ten days of its release, the TVC has garnered over one million views on YouTube, showcasing the positive reception of this campaign.

Drawing inspiration from a memorable scene in one of Hrithik’s previous films, the ad takes an unexpected turn when an intimate moment is interrupted by the sound of a fart, leading to an unconventional twist in the narrative. By employing a fart as a creative device, the campaign embraces a whimsical and unconventional approach. This audacious and unprecedented move injects a sense of joy and playfulness throughout the film, making it a delightful and rewatchable experience.

Sharing his thoughts on the collaboration with Collective Creative Labs, Zebronics director & co-founder Rajesh Doshi expressed, “Ab Home Ko Banao Home Theatre is the perfect tagline that embodies our vision. Collective Creative Labs has brilliantly blended the quirkiness of an imaginative mind with elegance and reality, resulting in a captivating advertisement that has resonated well with the masses. The agency has expertly utilised the characters and pushed the boundaries of the traditional creative landscape. Through this ad, Hrithik brings to life Zebronics’ commitment to revolutionize the concept of home entertainment for the masses, using soundbars and projectors.”

Emphasising the need to deliver a disruptive film, Collective Creative Labs creative head Smriti Bhaskar stated, “In today’s world, where we are competing with an abundance of content across various platforms, it is crucial for an idea to stand out. It needs to be unexpected; otherwise, it becomes just another fish in the fast ocean.”

Discussing what sets this film apart, the director, Siddharth Sen, said, “This film stands out due to its bold and unconventional approach, a rarity in conventional advertising. Kudos to Zebronics for consistently supporting creative freedom. Our intention was not to force humor but to treat the situation seriously until the moment of realisation. The fun lies in the bizarre scenario, evoking contemplation and bringing a smile to people’s faces.”

Mumbai: Macho Sporto, a prominent athleisure clothing brand for men, partnered with Sportskeeda, India’s premiere multi-sports media platform, to leverage the immense popularity of the edition 15 of the Indian Premier League (IPL). Together, they successfully captivated a wider audience and heightened brand awareness by spreading the electrifying “Toing Craze” during IPL.

The groundbreaking “Toing” campaign, reintroduced by Macho Sporto in 2021, centred around the bold and progressive concept of the female gaze. It showcased a confident and empowered young woman (Rashmika Mandanna) fearlessly expressing her attraction towards a man (Vicky Kaushal). Challenging traditional gender norms, the campaign celebrated the modern woman’s confidence in making the first move, breaking patriarchal stereotypes.

With Sportskeeda’s collaboration, the primary objective of the campaign was to ignite the “Toing Craze” among IPL enthusiasts and establish a strong connection with the target audience through captivating content. Macho Sporto amplified its brand presence and engaged with the key demographic of men aged 18-34, while also encouraging women to participate and share their special “Toing” moments from IPL and cricket.

To achieve the campaign objectives, Sportskeeda launched the “#MyToing” contest on its social media platforms, providing IPL fans an interactive platform to immerse themselves in the exhilarating “Toing Craze.” The campaign employed a comprehensive 360-degree approach, utilising engaging video content, display ads, and interactive social media activations to amplify the contest and promote the Macho Sporto brand.

Throughout the campaign, captivating videos were produced and published daily, showcasing various aspects of the “Toing Craze.” These videos featured enthralling “Toing Moments” captured through the News IP, interviews with cricketing experts sharing their memorable “Toing” experiences, and a special weekend edition of “SK Match ki Baat.” Additionally, the campaign highlighted the match day experiences of the “#MyToing” contest winners and explored the vibrant atmosphere of the city through the “SK Squad” IP.

Complementing the video and display campaigns, Sportskeeda crafted ten compelling articles on its website, covering a range of IPL-related topics, including standout players and stylish cricketers. These articles seamlessly integrated brand hashtags, concluding with a clear call-to-action directing users to the Macho Sporto website.

To further augment the campaign’s reach organically, over 100 influencers were activated, sharing their personal “Toing” moments from their favourite cricketers and matches, driving engagement for the #MyToing contest. The campaign also featured live commentary branding activities on the Sportskeeda website, enhancing user engagement through animated celebrations, tickers, and branded markers.

The campaign achieved remarkable results, with substantial reach, views, and engagement across multiple channels:

Video and Social Campaign:
Reach: 40 million+
Views: 15.5 million+
Engagement: Over 12.8 million

Influencer Activity:
Reach: 1.2 million+
Views: 1.36 million+

Engagement Rate: 1.5%

Display Properties:

Impressions: 11 million+
Clicks: 3,22,000+
Click-Through Rate (CTR): 2.70%

“The successful execution of the Macho Sporto ‘Toing Craze’ campaign exemplifies the power of leveraging IPL and cricket’s popularity to promote and elevate brand awareness,” stated Sportskeeda business head- India Kanav Sud. “Through our campaign for Macho Sporto, we have effectively connected the brand with their desired audience while delivering engaging content and experiences that resonate with fans.”

“We are thrilled with the phenomenal results achieved through our partnership with Sportskeeda,” expressed J.G Hosiery Pvt Ltd head of media and ecommerce Sweta Jhunjhunwala. “The extensive reach, high engagement levels, and significant click-through rate are a testament to the effectiveness of our ‘Toing Craze’ campaign in connecting with our target audience and going beyond. The campaign was successful in leading to a substantial increase in brand awareness during this IPL season.”

The promising collaboration between Sportskeeda and Macho Sporto has not only helped the athleisure brand in highlighting its brand messaging distinctly but also ushered in a new era of empowerment and inclusivity. It showcased the confidence and enthusiasm of women in breaking societal barriers that are gender-biased.