Category: Ad Campaigns

Mumbai: Samco Mutual Fund, launches #RideTheMomentum campaign to help people invest in stock markets. This campaign unveils the Launch of India’s 1st Active Momentum Fund showcasing the concept through a relatable and engaging cricket-themed narrative. The ad captivates the audience with its compelling storyline and draws parallels between the selection of players in cricket and the investment strategy of active momentum funds.

The video ad tells the story of a cricket coach who is tasked with selecting a player for an important match. Breaking from tradition, the coach decides to base the selection solely on the player’s recent form and not on basis of past performance or name of the player, despite their lack of experience. The chosen player makes a stunning debut, hitting a boundary on the last ball to secure a victory for the team.

This storyline brilliantly intertwines with the investment realm, spotlighting the essence of momentum funds. These funds strategically identify stocks with recent momentum, uncovering hidden investment opportunities that can lead to exceptional returns. The ad effectively portrays how this approach, similar to the coach’s decision to prioritize recent form, can potentially result in successful outcomes. With speed and agility, the campaign aims to pick players in top form, just as momentum funds seek out high-performing stocks. By capturing the momentum factor, known for generating excess returns, the campaign uncovers momentum even from hidden gems.

“As a leading mutual fund company, SAMCO MF is proud to announce the launch of our 1st active momentum fund by unveiling the new video ad, which effectively showcases the innovative investment strategy through a compelling cricket-themed narrative,” said SAMCO MF CEO Viraj Gandhi.

He further added, “The ad highlights the significance of recent performance in driving investment decisions and draws a parallel between selecting players for a cricket match based on their recent form and the concept of momentum funds, which identify stocks based on recent momentum to potentially unlock hidden investment opportunities. This connection underscores our commitment to delivering superior investment outcomes for our clients through innovative and effective investment strategies.”

“We embarked on a mission to demystify momentum using a universally relatable analogy,” expressed the creative genius behind the #RideTheMomentum campaign, Samco Mutual Fund CGO Chirag Joshi. “Cricket, a sport synonymous with form and performance, became our muse. We delved into internal brainstorming sessions, connecting the dots between being in form and the momentum characteristics in stocks. Our product is a trailblazer, and we sought to reflect its uniqueness through an avant-garde commercial. The #RideTheMomentum campaign not only captures our dedication to providing investors with cutting-edge strategies but also delivers a visual spectacle that leaves a lasting impression.”

The video ad released by SAMCO MF reflects the company’s dedication to innovation and excellence in the mutual fund industry. By leveraging the widespread appeal of cricket, a sport that holds a special place in the hearts of millions, the ad effectively conveys the key message of active momentum funds – the importance of recent performance in making informed investment decisions. The ad’s storyline seamlessly connects with the world of investment, showcasing how the selection of players based on recent form in cricket aligns with the investment strategy of active momentum funds. Overall, the ad serves as a powerful example of how innovative and creative communication can be used to educate and engage investors.

SAMCO MF’s in-house campaign strikes a chord with a diverse audience through a comprehensive outreach strategy across TV, print, print ad creatives, digital, and social media. The cricket-themed metaphor of the ad enthralls investors, advertising pros, and those intrigued by mutual funds and investment strategies. The aim is to educate, inspire, and empower investors to make informed decisions while showcasing SAMCO MF’s unwavering commitment to innovative and effective investment approaches. This captivating campaign, produced entirely in-house, exemplifies SAMCO MF’s dedication to excellence in the mutual fund industry.

Mumbai: Archies, a legacy brand in the social expression industry, has relaunched its Mother’s Day campaign. The campaign is intended to commemorate the essence of motherhood and the critical role that mothers play in their children’s lives. The brand’s advertising film has been reintroduced on its digital platforms, and it is a wonderful synthesis of feelings, wants, dreams, and respect. The film focuses on the emotions of a mother and her children, while emphasizing the value of showing a mother love through presents. The relaunched advertising campaign empathizes with mothers and children of all ages and highlights the idea of having similar feelings or emotions towards moms. Moreover, the campaign honors mothers’ unselfish love, care, and support for their children, making them the sole constant in their ever-changing lives.

Speaking about the relaunched campaign, Archies executive director Varun Moolchandani said, “Mother’s Day is a special occasion that gives us an opportunity to convey our affection and appreciation for our mothers. At Archies, we believe that mothers are next to God and the guiding force in every child’s life. Our campaign film is designed to showcase the emotions of a mother and her children and the importance of expressing love and affection in the form of presents. We hope that this campaign will touch the hearts of our customers and inspire them to celebrate Mother’s Day in a memorable way.”

Through the film, Archies emphasizes that parenting is a full-time job that deserves to be recognized and acknowledged by all. Also, it stresses a mother’s role and honors her contribution to her family and children. It depicts a mother and daughter talking about how a personal touch is necessary for the daughter to convey her love for her mother. Further, the girl expresses how she can’t wish her mother online but feels that it’s important to communicate her affection in a proper way. On the whole, the purpose of this campaign is to evoke a sense of love and gratitude in children for their mothers and encourage them to celebrate Mother’s Day in a special way.

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Mumbai: The cricket season in India is in full swing with the Indian Premier League 2023. While IPL has contributed to the nation’s passion for sport in the last decade, the real excitement has always been felt on playgrounds and in housing societies where gully cricket matches are played!

To capitalise on this euphoria and take the excitement quotient a notch above, Center fruit from the house of Perfetti Van Melle India has taken a step forward with its latest campaign ‘Mood Ting Tong League’. The brand has roped in ace cricketer and captain of the Indian Women’s cricket team – Harmanpreet Kaur and digital influencer RJ Sukriti as key protagonists who will be seen in a creative banter around gully cricket featuring Center fruit’s unique Tennis Ball shaped chewing gum.

The brand through this digital series aims to mirror India’s passion for sports, especially Women’s cricket through the idea of gully cricket, and bring alive the fervour. Harmanpreet Kaur, who recently captained Mumbai Indians to victory in the first Women’s Premier League is hence perfectly positioned to champion this idea.

Taking the insight from how a tennis ball has traditionally been used while playing gully cricket in India, the campaign will feature Center fruit Tennis ball-shaped gum – a first-of-its-kind chewing gum that comes in a tennis ball shape with pineapple-flavoured liquid filling.

Starring the multifaceted RJ Sukriti, the content series will see her as a colourful & relatable everyday character, bouncing her unique personality off to the serious Harmanpreet as they play gully cricket with the Tennis Ball-shaped chewing gum. The sequence progresses with both Sukriti & Harmanpreet stumping each other with their quirky comebacks and cricketing skills. Through this journey, Center fruit Tennis ball-shaped chewing gum is seen as a catalyst for ‘mood transformation’.

This digital-only series will be promoted on social media platforms like Instagram.

Perfetti Van Melle India marketing director Gunjan Khetan stressed the significance of women’s cricket and the brand’s proactive role in its promotion. He stated, “Cricket holds a special place in the heart of every Indian, and we believe it is crucial to also celebrate the immense talent and potential within women’s cricket. With the Mood Ting Tong League campaign, we are not only embracing India’s passion for cricket but also striving to shine a spotlight on women’s cricket. By featuring Harmanpreet, who embodies the dynamism of women’s cricket, we hope to inspire a new wave of enthusiasm among fans. Through our ting tong way, we aspire to create an inclusive and empowering cricketing experience that resonates with both existing fans and new audiences alike.”

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Mumbai: Godrej & Boyce, flagship company from Godrej Group, announced that its business Godrej Interio, India’s leading furniture brand in-home and institutional segments, launched an impactful digital campaign to promote their ‘Summer Carnival’.

Conceptualised and executed by SoCheers, an independent creative digital advertising agency, the 20-second film weaves a relatable and engaging narrative. It masterfully blends relatable storytelling with humour, skillfully conveying the message that the upcoming Godrej Interio Summer Carnival is so good that any excuse to buy new furniture is justified. The ad highlights the extensive range of furniture available at the sale, from sofas to beds, all at discounted prices.

The film opens with a couple returning home to find children making a mess of things. The situation seems out of control, leaving the mother in a state of panic. However, the film takes an unexpected turn, revealing that the father had asked the children to destroy the furniture so that he could replace it with new ones from Godrej Interio’s Summer Carnival Sale. This clever twist in the plot keeps the audience engaged and delivers the brand’s message in an entertaining way.

The campaign film which went live on 9 May, leverages multiple digital & social media platforms like Facebook, Instagram, and YouTube. As the ‘carnival’ begins across the nation, the ad has been further dubbed into Tamil and Telugu, Bengali, Kannada, and Malayalam to cater to regional audiences. The ad will be showcased primarily in Hindi.

 Godrej Interio senior vice president (B2C)  Dev Sarkar said, “With this campaign, our goal was to highlight the extensive range of products available at Godrej Interio’s Summer Carnival, from sofas to beds to many more, all at discounted prices. The 20-second film seamlessly conveys this message while keeping the audience engaged throughout. Through this campaign, our primary objective is to expand our audience base and boost product sales. And, SoCheers’ expertise has successfully helped us in portraying our brand’s identity while keeping the entertainment element intact.”

SoCheers films director Jitendra Hirawat,  said, “Our goal was to create an engaging and unique ad that showcases the furniture collection at the Godrej Interio summer carnival sale. We strategically used humour and storytelling in the 20-second film to capture the audience’s attention and convey the brand’s message effectively. The clever and relatable scenario gives viewers a sneak peek of the products at discounted prices, further enhancing the objective of the campaign.”

Mumbai: Casio India, a musical instruments company, has launched its latest campaign, ‘No Screen Summer’, to motivate parents to explore alternative activities for their children during the summer holidays that don’t involve screens.

Increased screen time has been a growing concern among parents, especially since the pandemic started in 2020. To address this problem and create excitement and anticipation for the campaign, Casio India has launched a social media campaign showcasing the benefits of learning music and how it can help children develop creativity and cognitive skills. The brand has released teaser visuals designed to pique the interest of parents and encourage them to explore the idea of picking up a Casiotone Mini keyboard for their children under the age of ten years. This is followed by communication around the key campaign, emphasizing the role of music learning from an early age via creative storytelling.

To reach a wider audience, the brand plans to collaborate with other influencers on social media platforms. They will promote the campaign and create engaging content showcasing the features and benefits of the Casiotone Mini keyboard. The sustenance phase of the campaign will involve maintaining engagement with the audience and emphasizing the benefits of learning music.  

Commenting on the campaign, Casio India business head Kota Obayashi said, “As a brand that is dedicated to prioritizing the needs and desires of our consumers, we have consistently ensured that our product offerings provide meaningful value to their lives. Learning a musical instrument like a keyboard and playing it from an early age builds self-confidence, and enhances cognitive skills of kids. We have developed the ‘No Screen Summer’ campaign for Casiotone Mini keyboards, with a specific focus on targeting mothers of children under the age of ten years. This campaign highlights the adverse effects of excessive screen time on children and amplifies the numerous benefits of engaging in music as a healthy and enjoyable alternative.”

The campaign is live across the brand’s social media:

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Mumbai: As consumer behavior is shifting, traditional brand marketing is becoming more and more lackluster. Moreover, the growing digital society has changed the way consumers perceive and purchase products.

Whether it’s a commercial or an email or a display in the mall, every brand interaction along the shopper’s path plays a significant role in their decision to ultimately buy a product. An omnichannel campaign is the seamless integration and cooperation of branding, messaging, and online and offline touchpoints for consumers, enabling them a more impactful customer experience. Unlike Multichannel campaigns, which sound similar to Omnichannel campaigns, the latter refers to a brand’s holistic approach to every customer touchpoint across channels instead of just an umbrella term that involves multiple channels.

Integrated measurement strategies for omnichannel campaigns involve combining data from multiple channels to gain a comprehensive understanding of how a campaign is performing across all touchpoints.

Here are a few integrated measurement strategies for Omnichannel campaigns:

1.    Identify your channels: Depending upon your objectives, determine which channels you will be using in your omnichannel campaigns, such as social media, email, paid search, display ads, and offline channels like in-store promotions or events.

2.    Data Collection & Analysis: Collecting accurate, timely data about your consumers is essential to the implementation of an omnichannel strategy. Use analytics tools like Google Analytics or Adobe Analytics to gather data and analyze performance. This data should be used to optimize your campaign continuously.

3.    Attribution Modeling: This strategy involves assigning credit for a conversion or sale to the channels and touchpoints that led to it. Without the proper attribution model in place, it can be difficult to answer which touchpoint should get credit for the conversion.

Attribution modeling helps to determine which channels are most effective at driving conversions. Multi-touch attribution (MTA) and Media Mix Modeling (MMM) are the commonly used models.  

4.    Establish Key performance indicators (KPIs): Identify the KPIs that are specific to your campaign objectives and channels. For example, if your objective is to drive sales, you might track conversion rates, revenue generated, or average order value. If your objective is to develop brand awareness, you should focus on Cost Per Impression (CPM), and indicators such as patterns in direct website traffic or the number of social followers.

5.    Customer Lifetime Value (CLV): This strategy involves calculating the value of a customer over their lifetime, taking into account all of their purchases and interactions with the brand across multiple channels. CLV helps to identify the most valuable customers and can inform marketing strategies to retain and upsell them.

6.    Remarketing: Omnichannel remarketing takes into consideration the consumers who are already familiar with your brand and more likely interested in what you have to sell. It is one of the most effective strategies for the B2B sector as it reminds customers about the products or services they liked.

By using these strategies, your omnichannel campaign allows you to track performance across all touchpoints and optimize your campaign for maximum impact. It gives a better understanding of how Omnichannel campaigns are performing.

An example of an online channel would be any form of email marketing. After customers purchase a product, they receive an email like a special offer or a coupon that gives them the incentive to return. There could be further weekly or monthly subscription-based email interactions from the brand that remind customers of a new product launch or service. If the customer is satisfied with the earlier purchase, they are more likely to purchase again.

The author of this article is Globale Media CEO & founder Bhavesh Talreja

Mumbai:  Sharbat, the sweet and refreshing drink has the power to bring back memories of childhood. The tradition of having sharbat in summer always strikes nostalgia. In Indian households, making sharbat is a family affair, with everyone pitching in to help prepare the drink. Grandmothers are often the ones who pass down their traditional recipes and techniques for making sharbat. In the summer season, tea gets replaced with sharbat while welcoming guests. Sharbats are offered as a thirst quencher to beat the scorching summer heat. As the temperatures rise and people begin to seek out refreshing drinks to quench their thirst, Mother’s Recipe, one of India’s food brands, has launched a DVC campaign for its newly launched Summerwala Sharbat.

This delicious and refreshing range of Mother’s Recipe sharbat is perfect for those hot summer days. We have all seen our mothers indulging in the process of making khus, aam panna and many other drinks at home. Whether we returned from school or came back from playing, or it was a special occasion or a family gathering, one thing common for the summer season was the cooling, refreshing sharbat. With the concept of reminiscing childhood memories, Mother’s Recipe has replicated the same in their latest DVC for Summerwala Sharbat.

 The new television advertisement for Summerwala Sharbat is based on a beautiful voice-over capturing vibrant visuals of a mother giving sharbat to kids and different people enjoying the drink in various settings which will surely take you back down memory lane. Each of the sharbat is depicted as a journey back to our childhood or a special occasion Jab khel se break leke Ma ka pallu khichate, Toh woh samajh jati ki ye pyaas kuch khaas hai, Woh Aam Paane ki khati mitti yadee dil se leke zuban par aajati. The advertisement captures the essence of summer and highlights the refreshing taste of Summerwala Sharbat. Mother’s Recipe sharbat has launched five new range refreshing flavours Mango Panna, Rose Sharbat, Jeera Masala, Khus Syrup and Lemon Ginger. Khus sharbat, made with khus extract, Lemon sharbat, made with lemon juice and ginger extract and Mango Panna sharbat, made with mango pulp and Jeera & mint.

Commenting on the latest TVC launch, Mother’s Recipe executive director Sanjay Desai said “We are thrilled to launch our new television advertisement for Summer Sharbat. “We believe that the DVC perfectly captures the essence of summer and showcases the refreshing taste of Mother’s Recipe refreshing Summerwala Sharbat – Mango Panna, Rose, Jeera Masala, Khus Syrup and Lemon Ginger.  We are confident that it will be well received by consumers and that they will continue to choose Summerwala sharbat as their go-to drink for the summer.”

In addition to its delicious taste, the sharbat is also packed with essential nutrients that help to keep you hydrated and energized during the hot summer months. It is available in a variety of flavours to suit every taste preference, including Mango Panna, Rose Sharbat, Jeera Masala, Khus Syrup and Lemon Ginger.

The campaign has been conceptualized by Desai and the Mothers’ Recipe team which is LIVE on multiple digital platforms like YouTube, Instagram and Facebook. The new television advertisement for Summer Sharbat will be shown on all social media platforms, it will also appear in Google display advertisements, on-the-ground activations, as well as OOH and offline campaigns.

Mumbai: MamyPoko Pants has launched the #HappyBumHappyMamy campaign, creating an asset for the brand with the Happy Mamy song. The song highlights the happiness and chirpy enthusiasm of the babies and their mothers. It very well resonates with the ethos of the brand and promotes the cheerfulness of both the baby and the mom.

The entire campaign was conceptualised and executed by Grapes, an integrated communication agency, which played an instrumental role in aligning the song as the personification of MamyPoko Pants. For ensuring better reception of the song amongst the audience, influencer activity was initiated as part of the campaign which was rolled out across social media platforms. For further amplification, a UGC contest is aligned to ensure organic engagement with the audience.   

The video beautifully captures the importance of sound sleep for a chirpy and joyful baby throughout the day. Bed-wetting can disrupt the peaceful sleep of the child and be a source of annoyance and cranky behaviour in them. Providing a helping hand to the child-rearing task of the mothers, MamyPoko Pants establishes the importance of diapers in ensuring leakage-free nights for the kids.

A good night’s sleep not just contributes to the cheerfulness of the child but is also a means of the mother’s contentment. While rendering a comfortable day for the baby, the brand underscores the importance of hygiene as well through the song.

Grapes co-founder and CEO Shradha Agarwal, said, “The thought behind the campaign was to make the mommy and the baby dance to the tunes of “Happy Mamy Song”. To achieve the same we made a conscious decision to create the song as a nursery rhyme, making it a perfect concoction for grooving. The playful music effortlessly strikes a chord with the babies as well as with moms that doesn’t need any explanation and can be easily understood by the audience.”

Elaborating on the song,  MamyPoko senior brand manager Toshiyuki Nakamura said, “The song depicts the entire essence of the brand. We understand the endless effort mothers make to keep their children healthy and happy. In the hectic schedule of taking care of the baby, we want to reduce the hassles of the mothers in every way possible. And the Happy Mamy Song beautifully brings out the brand messaging with much effectiveness.”

The video beautifully captures the importance of sound sleep for a chirpy and joyful baby throughout the day. Bed-wetting can disrupt the peaceful sleep of the child and be a source of annoyance and cranky behavior in them. Providing a helping hand to the child-rearing task of the mothers, MamyPoko Pants establishes the importance of diapers in ensuring leakage-free nights for the kids.

A good night’s sleep not just contributes to the cheerfulness of the child but is also a means of the mother’s contentment. While rendering a comfortable day for the baby, the brand underscores the importance of hygiene as well through the song.

Speaking on the occasion, Grapes CEO & co-founder Shradha Agarwal said, “The thought behind the campaign was to make the mommy and the baby dance to the tunes of “Happy Mamy Song”. To achieve the same we made a conscious decision to create the song as a nursery rhyme, making it a perfect concoction for grooving. The playful music effortlessly strikes a chord with the babies as well as with moms that doesn’t need any explanation and can be easily understood by the audience.”

Elaborating on the song, MamyPoko senior brand manager Toshiyuki Nakamura said, “The song depicts the entire essence of the brand. We understand the endless effort mothers make to keep their children healthy and happy. In the hectic schedule of taking care of the baby, we want to reduce the hassles of the mothers in every way possible. And the Happy Mamy Song beautifully brings out the brand messaging with much effectiveness.”

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