Mumbai: Amazon miniTV in collaboration with Meta launched a new campaign that showcases different aspects of motherhood through a unique and playful approach, using popular mom dialogues. The campaign rephrases the iconic dialogue ‘Tu Jaanta Nahi Mera Baap Kaun Hai’ to ‘Tu Jaanta Nahi Meri Maa Kaun Hai’. And, this indeed evokes a sense of gratitude, inspiration, and admiration for mothers. With this insight, the campaign seeks to spotlight the positivity of moms and highlight various shades of a mother’s personality, from sassy to supportive, and many more.
The campaign kicked off with talented artists from the Amazon miniTV universe, including Aadhya Anand, Vishesh Bansal, Revathi Pillai, Naman Jain, Arjun Deswal, Chirag Katrecha, and Anupriya Caroli, sharing reel versions featuring their sassy, cool, and supportive moms. The campaign’s core messaging was further established through collaborations with Meta Creators, such as Saloni Gaur, who shared their own versions of the reels using a special filter curated with a ‘Tu Jaanta Nahi Meri Maa Kaun Hai’ unit.
To amplify the campaign’s message, Amazon miniTV encouraged user-generated content through a hashtag campaign. The campaign also included relatable and quirky stickers created and activated on Instagram’s Giphy, featuring popular mom dialogues such as ‘Maa Maa hoti,’ ‘Maa Se Panga Nai,’ ‘Maa ko sab pata hai,’ and more. Along with Instagram, the campaign also leveraged Facebook, Twitter and YouTube to expand its reach.
The campaign was further boosted by meme formats featuring scene lifts from the miniTV shows, keeping the campaign buzzing in a fun and quirky manner. The ‘Tu Jaanta Nahi Meri Maa Kaun Hai’ campaign is an ode to mothers and their many shades, thereby celebrating the essence of motherhood.
So, the next time someone tries to intimidate you with “Tu Jaanta Nahi Mera Baap Kaun Hai” remember that “Tu Jaanta Nahi Meri Maa Kaun Hai” is the real power phrase!
Mumbai: Glance, one of the world’s leading smart lock screen platforms, has stirred up huge curiosity across the country with its innovative #JustGlance campaign, that was designed to tackle the T20 FOMO (Fear of Missing Out) experienced by millions of Indians every day!
The campaign kick-started on ninth May creating viral social media buzz as large balloons floated above iconic landmarks in cities like Mumbai, Bengaluru, and Chennai. Users eagerly shared the images of these balloons on social media platforms, accompanied by the hashtag #T20FOMO. These mysterious balloons carried questions such as “Score kya hai?” (What’s the score?), “Match mein kya hua?” (What happened in the match?), “Maahi kab aayega?” (When will Mahendra Singh Dhoni bat?), and “Aur kitna chahiye?” (How much more do we need?). These questions were designed to spark the curiosity of cricket enthusiasts, on real-time information and insights into the ongoing T20 cricket matches.
The captivating images and engaging questions ignited a social media frenzy. Cricket enthusiasts felt a sense of FOMO, believing they are missing out on the T20 madness by not witnessing these balloons in their cities.
Damn!! Who else saw this today? Let me know if you saw it too. Any clue what this question “Ab Kitna Chahiye” on the balloon is about?#T20FOMOpic.twitter.com/nVlgCunTJM
On tenth May, the mystery behind the whole campaign was revealed through a captivating print ad. It provided answers to the FOMO that was created, which is to showcase how Glance is ensuring that India never experiences T20 FOMO again! The ad showcased how Glance’s smart lock screen keeps over 200 million users in India fully engaged with real-time match updates, scores, insightful commentary, and a wide range of features throughout the ongoing Glance T20 Fan Fest.
This revelation sent Twitter into frenzy, with #JustGlance trending for almost 4 hours, generating over 7,000 tweets and two million impressions. People realised that Glance is ensuring that cricket fans won’t have T20 FOMO anymore.
Sharing further details about the campaign, Glance chief marketing officer Bikash Chowdhury said, “Glance stands as one of the most significant disruptive platforms the world has ever witnessed, demanding a marketing approach that breaks away from convention. Our #JustGlance campaign epitomises Glance’s relentless pursuit of innovation, embracing a ‘digital-first’ mindset. It sparked widespread conversations nationwide, instilling a sense of FOMO among our audience, precisely addressing the very sentiment we aimed to tackle through our T20 Fan Fest program. T20 Fan Fest ensures that every user stays connected to the latest cricket updates.”
This year, Glance introduced ‘Glance T20 Fan Fest’, one of India’s largest cricket festivals on smart lock screens. The festival offers users real-time updates on both on-field and off-field actions, including expert analysis, team discussions, astrology predictions, live chat sessions with cricketers, live shows, exclusive cricket-themed games, and exciting shopping deals. All of these features are easily accessible on smart lock screens throughout the day.
Mumbai: VLCC, in partnership with Dentsu Creative India, has launched its latest campaign titled #AbDhoopKyaRokegi. The campaign intends to instill confidence in individuals to face the sun with the help of the brand’s highly effective SPF 60 PA+++ sweat and water-resistant sunscreen gel crème.
The campaign film showcases the rigorous testing that the VLCC SPF60 sunscreen undergoes to ensure maximum protection against harmful UVA and UVB rays, even in extreme heat and sun. The brand has also brought on board Sakshi Chavan – an International Gold Medalist in 100m running, to reinforce the message of staying protected from the sun. In the film, Chavan is seen in her real-life avatar, where her coach is pushing her limits during training. When asked about the need for protection from the sun in the scorching heat, Chavan’s coach confidently recommends VLCC SPF 60 sunscreen, which is water and sun resistant.
The multimedia campaign will have a strong presence on TV, digital platforms, activation, and retail. Following last year’s impressive growth in the category, VLCC aims to make a mark with this 360-degree campaign that activates all relevant touchpoints to influence both consumers and trade.
VLCC group CMO Puneet Gulati said, “As a brand, we at VLCC have always believed in empowering every individual to achieve their full potential and be unstoppable. This ad film featuring Sakshi, a talented runner who knows the power of sunscreen, is a reflection of our commitment to this belief. It is not just about protecting the skin from harmful UV rays, but about the unstoppable pursuit of one’s passions. We hope that this ad film inspires everyone everywhere to take charge of their lives and be unstoppable.”
Dentsu Creative India managing partner Ujjwal Anand added, “We wanted to move away from the typical portrayal of women in the category, which often focuses solely on the beauty quotient of sunscreen protection. Instead, we aimed for authenticity and wanted to emphasize the core benefit of sunscreen in an inspiring way. From the beginning, it was clear to us that we wanted to use real-life women who inspire their whole generation. Our goal was to change the narrative and focus on protection and efficacy in a genuine way. To achieve that authenticity, we brought in Sakshi, who captures the essence of young Indian women who are unstoppable, no matter where they are in life. ‘Ab Dhoop Kya Rokegi’ is an open challenge to the sun itself and to societal norms that hold women back from achieving their desires by keeping them indoors for the fear of getting tanned.”
Mumbai: upGrad, Asia’s largest integrated learning, skilling and workforce development, and placement company has unveiled the third and very important tranche of its most popular digital Campaign ‘Real People, Real Stories’. The new campaign is designed to inspire working professionals to upskill with market-ready courses and gain a competitive edge for successful career shifts. The campaign features 3 impactful films with relatable real-life scenarios to address the wider perception issues of professionals who often delay upskilling for something less material in life or to a future date.
Conceptualised by upGrad’s in-house content and brand teams, the 3-part digital films have been uniquely shot to highlight the strong learning pillars that have been helping upGrad learners develop stronger subject foundations backed by hands-on training and assignments for tangible career outcomes after program completion. Some of these elements include live lectures on niche topics, 1:1 mentorship sessions, industry-led modules and case studies, interview preparation and a unique simulating platform to practice coding among others. Each film opens with fictional on-screen characters and introduces upGrad’s real-life learners in the second half of the plot who have experienced the curriculum benefits, thus also overcoming the apprehensions associated with upskilling or online learning as a concept.
Commenting on the launch, upGrad head of marketing Ankit Khirwal said, “In our research, we found out that professionals always procrastinate investing in their careers through upskilling. They prefer to invest their time, money and trust in indulgences or short-term gratifications, mostly because upskilling is hard and the outcome is not immediate. Most realise it until it is too late – in the form of delayed or no promotions, poor increments, and a mismatch of competency with a better job profile. This campaign is to implore professionals like us to not make wrong choices for something that is essential in today’s world where existing job profiles are rapidly becoming obsolete. One must do enough to stay relevant and ahead, like the 10M other professionals who took the right step and trusted in upGrad for their careers. Our 85% completion rate is a testament to the effectiveness of our courses and upGrad’s commitment to making India a skilled knowledge superpower.”
upGrad head of creative and content marketing Shreyas Shevade added, “People make excuses to not do things that are good for them. It’s baffling but true. It’s why most people are unhealthy but few do anything about it, why most people don’t buy insurance despite life being uncertain, and also why despite tens of millions of jobs getting defunct every year, only 10 million people have enrolled into upGrad since inception. As a brand we want to challenge this excuse-mindset towards work in general and upskilling in particular. We binge watch but say we don’t have time after work to upskill. We spend lakhs to upgrade our gadgets but hardly anything to upgrade our skills. Even we at upGrad see our learners getting ahead in their careers after doing a course with us but to be honest a lot of us don’t upskill even with our employee benefits. This campaign hopefully is an eye opener for both our consumers as well as our colleagues, like it has been for those who conceived it.”
Through the first and second tranches of its ‘Real People, Real Stories’ campaign, the upskilling giant has garnered 500+ million impressions and 225+ million YouTube views. These growing numbers have also helped the upGrad improve brand consideration among the previously under-penetrated segments.
The digital campaign is live across upGrad’s all digital channels including YouTube and social media platforms.
Mumbai: Why just celebrate the selfless sacrifices of mothers on a particular day when we can show our love and concern everyday through little gestures and efforts. Out of all the occasions, Mother’s day is one of the most beautiful occasions dedicated to express gratitude, love, and admiration for the unconditional love, care, and sacrifices that mothers selflessly provide.
Below are some of the quirky, fun and heartwarming ways in which brands have made an effort to celebrate the mother’s significant role in our lives.
Titan
This Mother’s Day, Titan, India’s leading watch brand, launches #MOMentsTogether, a refreshing social media campaign prodding kids to give their moms a much deserved break from all the trivial questions we usually bombard them with and instead direct them to Titan’s Ask A-आई Chatbot.
To further enhance the significance of this campaign, store teams nationwide are joining in the celebration with customers who bring their moms along, extending a warm welcome and presenting them with an exclusive Mother’s Day discount of flat 20 per cent off from 11 May through 14 May on select Titan watches.
To engage with ASK A-आई, visit the microsite https://titan-ask-ai.com/ for more information and a fun-filled experience.
U GRO Capital
U GRO Capital takes inspiration from the women entrepreneurs of India who nurture their business like their baby and has launched #MinutesOfAMompreneur (M.O.M.), a digital campaign that recognizes all women entrepreneurs for their leadership skills and their dominance in new-age industries. U GRO Capital is India’s first data driven underwriting platform which uses the power of GST, banking and repayment behavior on bureau for credit decisioning. The company has observed that when there is a woman partner, stakeholder, or guarantor, the borrowers are more credit conscious.
U GRO Capital’s majority of Rs 6,000 cr. loan portfolio has at least one-woman borrower participating in the loan structure, and with M.O.M., it applauds all the women entrepreneurs for their commendable business skills, high-precision work and better productivity levels. The company plans to showcase the MSMEs led by its women borrowers to encourage and promote entrepreneurship among all women entrepreneurs across India. As a run-up to Mother’s Day, U GRO plans to engage with around one million women across social media, hear their story, share, and take inspiration and collaborate with them to provide quality credit so that they can scale up their business.
Equitas Small Finance Bank
Equitas Small Finance Bank, one of the leading SFBs in India, is celebrating Mother’s Day by sharing the inspiring story of Revathi, a mother who overcame numerous challenges to create a better life for her and her mute daughter.
In the heartwarming video from the ‘Circle of Life’ series, Revathi’s journey of resilience and determination is portrayed. After being abandoned by her husband, Revathi found herself and her daughter on the streets without proper food or shelter. Equitas stepped in and provided her with a home and a job that paid Rs 5,000 per month. With the bank’s help, she learned tailoring and started her own business to provide for her family. Furthermore, despite being told that her daughter was not fit for school, Revathi was determined to give her daughter a better life and education. Today, her daughter is going to school, learning new things and receiving multiple awards and recognitions for her excellence.
MTR Foods
MTR Foods, a pioneer in packaged foods, today unveiled a heartwarming digital film in the light of Mother’s Day. Set as a social experiment, the film connects with the audience on a deeper emotional level by showcasing the special bond between mothers and their children through food.
The digital film conceptualised and executed by Scrambled Egg Productions is based on the insight that mother’s food is always made with the irreplaceable, special ingredient of love. The film is set as a social experiment where MTR tests this out with three young children. They are given a variety of food options and asked to identify the dish made by their mother. Each child has a unique experience – one recognizes a heart-shaped idli, the second a soft and delicious gulab jamun and the third identifies the taste of his mother’s sambar.
The campaign drives home the message that every mother’s food has a secret ingredient called love, in an endearing way that is sure to resonate with all mothers.
HDFC Mutual Funds
On this Mother’s Day, HDFC Mutual, through its investor education initiative #ZindagiKeLiyeSIP, is celebrating the selfless love and support of mothers. The campaign reminds us that mothers are the only people who expect nothing in return for their unconditional love. They sacrifice their own needs to fulfill ours. This Mother’s Day, let’s take a moment to appreciate and thank our mothers for everything they have done for us. And celebrate the only person on this planet who truly expects nothing out of you!
Waman Hari Pethe Jewellers
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This Mother’s day, Waman Hari Pethe Jewellers, one of the leading jewellery brands in India, has launched a heart-warming campaign “Maa Hi Jaane Sone Ki Pehchaan” that celebrates the power of a mother’s intuition. The campaign aims to honour and applaud all mothers, their efforts and instincts to discover and decide what’s best for their family and children, and always identifying real gold by their decisive thinking.
The campaign features a series of four videos that showcases various relatable and emotional situations. It highlights the importance of a mother’s instincts in decision-making, ranging from small decisions to life-changing ones. The videos are designed to strike an emotional chord with the audience and emphasize the vital role of a mother in a family. The campaign reinforces the idea that a mother always knows what’s right for her family.
This Mother’s Day, Zomato has changed its brand name to ‘Mazoto’, in a new brand video, to reiterate the fact that “’Ma’ always comes first.” The video seeks to depict a food delivery platform that is created exclusively by mothers. The interface depicted in the video looks and works almost like Zomato, with the exception that everything is Mo(m)dified – with promo codes such as ‘CLEANROOM25’ for 25 per cent off and a minimum number of rotis (always more than one).
In addition to the video, Zomato will introduce an engaging feature called “ChildGPT” to take customers on an emotional journey. The function will be available on the app for the duration of Mother’s Day (14 May). Customers will be asked three easy questions in order to make a drawing and a short poem from the viewpoint of a toddler.
Bandhan Bank
Bandhan Bank, one of the fastest-growing banks in the country, has rolled out a celebratory Mother’s Day campaign to showcase a new perspective on mothers of all ages. The bond between a mother and child starts when the child is in the womb and lasts for a lifetime, irrespective of age. The campaign reflects how, no matter what the age is, a daughter or son forever remains a ‘child’ for the mother. This unbreakable bond is a testament to the incredible power of a mother’s love and this should be celebrated and cherished.
Paying tribute to a child’s first bandhan, the video has been released on social media. The video charmingly captures moments of not-so-young children recounting their moments with their mothers. The video focuses on the relation that a mother and a child enjoy.
redBus
redBus has released a new film, “Give maa a break,” in celebration of Mother’s Day. The film captures the essence of the relationship between ‘a mother and a son’, depicting the unconditional love and affection of mothers towards their children, without a break. However, it is the duty of children to offer their mothers a short break from this eternal routine from time to time for her wellbeing and the film expresses it heart-warmingly.
McDonald’s India
On the occasion of Mother’s Day, McDonald’s India – North and East has launched a campaign celebrating the selfless spirit of motherhood. It recognises the unsung heroes who, despite not being mothers in relation, make countless sacrifices and work tirelessly to ensure a comfortable life for the younger ones in their lives.
The video starts with the message “Maa ke ehsaas ke liye, maa hona zaroori nahi”. It depicts a young man sitting at a McDonald’s outlet, fondly and nostalgically scanning old pictures of him and his elder sister. He is shown waiting for his sister whose unwavering dedication and love helped him get through the ups and downs in life. In one scene, the sister is seen treating his little brother to a Happy Meal, which is a favorite amongst kids and is a happy memory of childhood for many young adults today.
Fast forward to today, tables turn, and the brother is now ready to treat his sister to a Happy Meal, lighting up her face as tears of joy flow from her eyes.
Odomos
The love and efforts of a mother are recognized and appreciated, but how often is she lent a helping hand? A study by the Organization for Economic Co-operation and Development (OECD) found that Indian mothers spend an average of 352 minutes (about 6 hours!) per day on home chores. Another report by the National Sample Survey Office (NSSO) suggests that only 18 per cent of women who engage in household work receive any kind of help from another family member. This Mother’s Day let’s pledge to change these statistics, let’s pledge to always #GiveMomAHand. Like she fiercely protects her family, it’s time we do the same for her.
This is the pledge that Odomos, mosquito repellent cream, urges society to take with its new digital campaign, #GiveMomAHand. The ad film captures a precious monologue by a kid where he expresses his gratitude for all that his mother does yet recognizes that she needs helping hands too.
The Odomos’ Mother’s Day campaign, developed by the agency Adfactors PR, drives a positive message of enabling mothers through collective societal efforts. The campaign urges viewers to not just appreciate mothers but to actively support them and #GiveMomAHand. Let moms be able to count on all of us just like #MomsCountOnOdomosforever.
Mumbai: Motherhood is a journey filled with countless joys and challenges. One of the biggest challenges for mothers is choosing between their responsibilities towards their children and family or pursuing their passions. However, modern motherhood has evolved to embrace both aspects without seeing them as mutually exclusive. This Mother’s Day, SBI Life recognises the new-age mothers who courageously pursue their dreams while simultaneously taking care of their loved ones.
Through its latest digital campaign, SBI Life pays a tribute to the new-age mothers who are exploring solo trips with their children. The campaign aims at putting these extraordinarily brave mothers in the spotlight, who are chasing their dreams while keeping their kids’ and loved ones’ well-being in mind. SBI Life applauds such mothers who are determined to take up new challenges in life while fulfilling all of their responsibilities towards protection and parenthood equally.
The digital video depicts a family who are on their way to the airport for a trip to Paris. The father while driving is continuously noticing the mother sitting at the passenger seat accompanied by their child, who is sitting at the back. As the car stops at a traffic signal, the father notices the mother looking intently at her phone. He assures her that he will make video calls to her every night, despite the time difference between India and Paris. The mother expresses concern about the solo trip and the things at hand to be managed at home. However, the father assures her that everything will be well taken care of all the whereabouts. The same time we witness a twist in the plot, wherein upon reaching the parking lot, the father hands over the passport and other travel related documents to the mother, hinting that the trip will be taken by her and his child. The scene ends with the mother and child leaving for the check-in counter while the father stays back with a book on France’s history.
Through their playful banter, the video showcases that with some amount of encouragement, support and a positive outlook, the mother is able to pursue her passion without compromising on her duties towards her family. It celebrates the spirit of modern-day motherhood, which breaks free from traditional societal expectations and empowers women to fulfil their dreams while being great mothers.
SBI Life, Chief of Brand, Corporate Communication & CSR Ravindra Sharma, said, “Motherhood is an experience that is associated with selflessness and compassion and we are of the belief that it should never hold a woman back from achieving her goals. At SBI Life, we are driven to liberate the new-age mothers who are redefining modern-day parenting by pursuing their passions without compromising on their family responsibilities. We want to honour the self-assured mother who serves as a role model for her children and inspires them to pursue their dreams. Our Mother’s Day film is a salute to the brave mothers who are taking the plunge and embarking on solo trips with their children. We hope their inspiring stories will motivate numerous other mothers to chase their dreams”.
He further added, “Motherhood has evolved over the years. Women no longer see their role as just caretakers of children but also have ambitions and passions they want to pursue. Pursuing passion while being a responsible parent can be a liberating experience for many. Mothers who chase their dreams while simultaneously raising children, inspire their kids and instil a sense of responsibility in them. They show that it’s possible to achieve success without sacrificing family life”.
Dentsu Creative India president – digital experience Sahil Shah said, “Motherhood is not just about nurturing and caring, it’s also about leading and inspiring. For our Mother’s Day film, we identified a new archetype of motherhood where women are fearlessly venturing out on solo trips while also creating meaningful experiences for their kids, which is a testament to the power of a mother’s love and determination. In responsibly pursuing her passion for travel, a mother can open up new horizons for her children and instil in them a love for exploration and learning”.
Mumbai: Veranda Varsity, part of Veranda Learning Solutions Limited (“Veranda”), a public listed Education company (BSE: 543514, NSE: VERANDA), unveiled its television commercial highlighting the ‘double advantage’ via the 3-year hybrid B. Com (online) and CA course offered by SASTRA University and JK Shah Classes.
The ‘double advantage’ campaign puts the spotlight on students who seek a career in the commerce stream. The campaign is being aired across TV channels and Digital media targeting primarily Tamil Nadu. The commercial has been developed by Madarth agency. “When the client approached Madarth to create a campaign to launch Veranda Varsity, we understood that we were talking to a very serious audience at a very crucial point in decision-making. We knew the timelines that we were working under were very thin and it demanded a whole lot of effort in ensuring the campaign kicked in at the right time,” said Madarth CEO Madhavan Sankara.
Sankara believes that the objective of creating the commercial was to not only address the expectations of parents but also identify with the student community as well. “We quickly went about producing a witty commercial featuring twins and how they prank a nosey boomer uncle. The film reflects every +2 student’s life where they are subjected to inquisitive questions about their academics and career choices by random people. The film was shot and delivered in 3 days with complete omnichannel adaptability,” Sankara pointed out. The commercial was directed by Yogi. Mahadev Kaushik (creative director) and Siddharth Ganapathy (art director) too played a key part in the campaign.
Veranda IAS CEO & Chennai RACE founder Bharath Seeman, was effusive in his praise of the commercial. “This commercial will have a tremendous recall value. Our messaging has been crisp and to the point. I am sure that this commercial connects with students looking for a career choice at this point of time,” Seeman said.
Mumbai: The beauty of becoming a mother for the first time can occasionally be rather overwhelming. However, these moments of self-doubt that things might go awry wither away when the baby looks up and smiles. With motherhood also comes the unequivocal support of the family that surrounds them in comfort and love that lasts a lifetime.
Caring for the baby is a full-time commitment. It is a journey that deserves to be cherished and celebrated every day and in every moment.
Mothers sacrifice much to care for their babies in many ways we cannot imagine but things definitely become easier to handle with the support and comfort of friends and family. Consistent actions like taking care of the baby, sharing one’s own experiences and providing emotional support can surely make the days easier for new moms.
With the same thought in mind, Fabindia, a much-loved Indian lifestyle brand, has shared a heart-warming message via a digital film to celebrate the memorable experience of first-time motherhood. It recognizes the small gestures around new mothers that make the journey easier to sail through and then shares a key message – it’s not just about celebrating a day in her life but making everyday through the years matter.
Sharing thoughts on this digital film, Fabindia spokesperson said, “Embracing motherhood for the first time can be challenging and is bound to be filled with doubts and uncertainties about what to do and what not. However, with the help of loved ones, this journey becomes much more comforting. Through this film, we aim to recognize and appreciate the support of all the people who help new mothers navigate this tiring yet exciting journey. As a brand, Fabindia aims to provide similar comfort to mothers with its diverse range of products and be a part of their magical experience.”
The film beautifully captures the journey of a young woman who embraces the ups and downs of first-time motherhood with the support and guidance of her loved ones. The message reflects the values that Fabindia too imbibes. Fabindia’s consciously crafted products, made from sustainably sourced raw materials, are naturally comfortable and safe, an aspect that every new mother seeks. The soft and organic fabrics are free from harmful chemicals, making them the best choice for new moms and their baby’s soft skin. The story showcases how the quality and versatility of the products offered by the brand bring joy to the family throughout the day.
Mumbai: Samsung India today rolled out a new TVC – ‘The era of Bespoke Begins’ for its breathtaking Bespoke Side-by-Side (SBS) refrigerators. A unique harmony of great design, curated colours, and incredible features such as Auto Open Door (AOD) & AI energy savings, the Bespoke Side-by-Side refrigerator is ready to usher in a revolution to match the ever-evolving aspirations of modern-day Indian consumers and their urban lifestyle.
The era of Bespoke Begins’ TVC beautifully captures the message that an Indian kitchen is no longer a remote space and has been well integrated into our social spaces. Highlighting this urban lifestyle, the TVC perfectly showcases evolving behavioural insights as it recreates a day in the life of our consumers. It portrays that even a small occasion such as a party can turn into a celebration of the Bespoke Side-by-Side refrigerator because it emerges as the highlight of the night and “the showstopper”.
This TVC will be aired across national and regional TV, covering general entertainment, movies, news and infotainment channels. It will also run on digital platforms including Samsung’s owned social channels, YouTube, OTT channels and Samsung TV plus.
The commercial also vividly reflects the trend of open kitchens becoming the norm of Indian homes besides the design and aesthetics of refrigerators gaining rapid popularity among consumers. This trend is yet another proof why adding Samsung’s Bespoke Side-by-Side refrigerator is like a cherry on top of a cake for modern-day home décor. The Bespoke Side-by-side refrigerator also marks an evolution within the category since consumers are looking for options beyond traditional refrigerators. While the functional role of a refrigerator is vital, there is an ever-growing desire for more visually pleasing models among consumers.
This makes the curated colours offered by Bespoke Side-by-Side refrigerators a milestone in the industry. The lineup comes in varied and exciting colours such as Clean Pink, Clean White, Clean Navy, and Glam Deep Charcoal.
Key Features
BESPOKE & Auto Open Door
From a design perspective, the new line-up comes with BESPOKE’s Glass Finish flat door panels, thus making the range of products glamorous. Keeping in mind the challenges in Indian cooking, the 2023 range comes with another interesting feature — Auto Open Door that uses a ‘touch sensor’ that releases the door magnet making it convenient to open the refrigerator. Thus in case of dirty hands, or when the hands are full, one can simply keep their finger on the door sensor and the door will open.
AI Energy Savings mode
With this mode turned on, consumers can easily meet their monthly cost target by optimizing fridge and freezer temperatures & save up to 10% on energy. The feature uses artificial intelligence to understand the usage pattern and set the temperature accordingly, thus ensuring energy efficiency in the process.
Convertible 5-in-1 mode
The feature offers consumers more storage space and convenience by enabling them to choose from the five modes— Normal, Seasonal, Extra Fridge, Vacation and Home Alone. In the normal mode, the refrigerator will have both, fridge and freezer mode, in Home Alone mode freezer will be converted to the fridge and the fridge section will be switched off. While in Vacation modes, the refrigerator will only have the freezer running while the fridge will be turned off. On days, when one wants more storage space, the feature allows consumers to convert their freezer into a fridge, thus giving more storage space.
Mumbai: The internet has gone into a tizzy with regard to the launch of the recent campaign by TATA Starbucks India – #ItStartsWithYourName. The campaign has been receiving rave reviews, and negative ones too.
The brand film which is conceptualized by Edelman, opens with an elderly couple at a TATA Starbucks store, waiting for their son Arpit to arrive, with his father seemingly upset and the mother urging the father to remain composed. In the frame after, a nervous young girl approaches the couple and sits next to them. It is only then that audience realises that the couple is meeting their transgender daughter for the first time. Cutting through the awkward tension between them, the father goes on to place the order for coffee. As the situation becomes awkward, the family hears the familiar voice of the Starbucks barista calling out ‘Three cold coffees for Arpita.’ She is pleasantly surprised on realising her father’s acceptance and they all tear up as the family reunites.
Like many other brands that have been on this trail of showing solidarity towards the community by being trans-inclusive, this attempt by TATA Starbucks India too has backfired. And when you look closely, this ad seems to be on the lines of its UK counterpart in which the protagonist chooses to go beyond the birth name, and how Starbucks helps to bring forth the true identity.
It is to be noted that directly affecting the LGBTQ movement in the country, there is an ongoing case in the Supreme Court seeking validity and legal recognition of same-sex marriage. The Supreme Court’s five-judge bench, headed by Chief Justice DY Chandrachud, is hearing arguments on a batch of pleas seeking legal sanction on the same.
In a press release, TATA Starbucks Pvt Ltd chief marketing officer Deepa Krishnan said, “Starbucks has always been a warm, welcoming space for its customers where relationships are fostered, and personal connections are celebrated over a cup of coffee. The unique Starbucks experience where everyone feels welcome is what drives our growth. At Starbucks, we are not in the coffee business serving people, but in the people business serving coffee, nurturing the limitless possibilities of human connection every day. With the #ItStartsWithYourName campaign – we hope to further drive the message of being a welcoming, inclusive brand where nothing matters to us more than our customers’ comfort. We understand that our customers enjoy and cherish their individuality and we are always ready to celebrate it with them.”
Also, Edelman lead advisor – brand marketing and communications Ashutosh Munshi said, “#ItStartsWithYourName – campaign brings to the fore the essence of the TATA Starbucks experience, where customers are recognized personally, by their names. This 360-degree, integrated campaign includes a new brand film and a suite of marketing communication assets that highlight Starbucks’ unique ability to create a sense of belonging for its customers while making meaningful relationships.”
A lot of viewers feel that the film is provocative and takes a woke stance. Politicising coffee is not what consumers are looking forward to. However, there are many who feel that the campaign touches the right chord, is real, and subject sensitive.
A callous trivialisation of a serious life altering situation involving a journey of pain and anguish, is unnecessary. Don’t understand what some MNCs and advertisers gain by exposing their shallow understanding of issues. https://t.co/4Bw5zfyT37
— Tuhin A. Sinha तुहिन सिन्हा (@tuhins) May 12, 2023
Starbucks
Coffee is their other product
Main product of Starbucks is wokeness
Supporting LGBTQ, Trans activism, Same Sex marriage, immigrants is part of corporate philosophy of Starbucks
