Mumbai: The floor is a child’s first playground. From crawling to taking their first steps, to creating memories as they grow, floors have been a comfort zone for all kids. While parents take steps to create a safe environment for kids, ITC Nimyle celebrates the joy and satisfaction of clean floors that can be a happy safe space for kids, with their newly launched campaign film with ‘Nimyle Farsh hai, Khushiyon Ka Farsh.’
Conceptualised by Ogilvy and directed by Afshan Hussain Shaikh, the endearing film highlights the fact that children spend an ample amount of time indulging in activities on floors. In this slice of a powerful narrative, the protagonist, a little child, and his passionate practice for his school play where he plays a frog is a reminder to keep floors safe with the power of Neem in Nimyle. Produced by Good Morning Films, the film builds an instant emotional connect that transcends languages and boundaries. It will be aired in different languages across select states in India.
Commenting on the campaign, ITC Ltd Chief Executive, Personal Care Products Business Division Sameer Satpathy said, “Floors are often playgrounds for many, especially for children. The expression of unbridled enthusiasm, happiness and energy is more often on floors in a protected home environment. To keep floors clean and safe is extremely important and Nimyle with the power of neem enables clean and hygienic floors for all.”
Ogilvy India COOs Kainaz Karmakar and Harshad Rajadhyaksha said, “The floor beneath our feet is such a taken-for-granted space, which usually finds mention in this category of advertising only functionally. With Nimyle, being natural at root and warm as a brand, we laddered up this functionality of the safety of our clean floors, to the emotionality of what those clean, safe floors mean, especially for childhoods to flourish on them. For such a sweet idea, we are so happy with the way our film director, Afshan, has brought out this correlation between clean, safe floors being a part of healthy, wholesome childhoods.”
Providing safe floors for kids, Nimyle is a neem based, 100 per cent natural action* floor cleaner, available in retails and e-commerce platforms at Rs 150 for 975 ml in states across East India.
ITC Nimyle provides 99.9 per cent germ protection
Disclaimer: *100 per cent natural anti-microbial action basis lab study
Mumbai: Reebok, a brand synonymous with sports and fitness, has announced a new chapter in its journey. Under the aegis of Aditya Birla Fashion and Retail Ltd. (ABFRL) in India, Reebok is re-establishing itself as a leading sports and performance brand with a powerful new campaign that resonates deeply with audiences.
The campaign, titled ‘I am the New,’ features two extraordinary individuals who have defied stereotypes and created new rules for themselves- Indian cricketer Suryakumar Yadav and actor Taapsee Pannu. Their inspiring stories of overcoming challenges and charting their own paths embodies the campaign’s core message – embrace your unorthodox spirit and create your own trail.
A love for sports and fitness is intrinsic to Indian culture. Sports is the heartbeat of the nation, with millions of people actively participating in and following a variety of sports across media. It is only natural that Reebok reclaims its legacy of being the premier sports and performance brand in the country, encouraging one and all to adopt fitness as way of life. In keeping with this philosophy, the ‘I am the New’ campaign is an emotional call to action for everyone who has ever been held back by stereotypes or felt like they didn’t fit in. It is a rallying cry for the youth of India to break free from limitations and embrace their true potential.
Commenting on the occasion, Reebok India COO Manoj Juneja said, “Reebok has played a pivotal role in transforming the world’s perception of sports and fitness, and this campaign is all about cementing that reputation and reclaiming our position at the top. Our new brand ambassadors, both embody our message of empowerment and self-expression through sports. With their help, we’re excited to deepen our connection with the youth of India and drive growth for our brand. ‘I am the New’ is more than just a campaign; it’s a call to make sports an integral part of our lives and strive for greatness in everything we do.”
On his association with Reebok, Yadav said, “I’m excited to partner with Reebok, a brand that resonates with my outlook on sports and fitness. I believe an individual evolves best when faced with challenges. Reebok’s new campaign perfectly depicts my unconventional approach towards the game. I look forward to inspiring a wave of energy and igniting a spark of ‘I am the New’ philosophy amongst the youth of the country.”
Sharing her excitement about this association with Reebok, Pannu commented, “It is so exciting to be associated with a brand like Reebok that enables you to push your boundaries, and most importantly, to be yourself. It might be easy to follow the crowd, but it takes an immense amount of courage to pave your own path, and Reebok’s new campaign truly encourages this ideology. The ‘I am the New’ campaign perfectly depicts our shared belief in breaking barriers and creating your own unique identity, be it in movies or real life. I’m proud to be a part of this movement and look forward to a thrilling journey with the brand.”
As Reebok and ABFRL kick-start this new chapter in their journey, with a string of exciting collaborations that follow in the coming months, the ‘I am the New’ campaign represents a powerful and emotional call to action for young people across India. It’s time to break free from limitations, embrace your unique identity, and become the best version of yourself.
Mumbai: The ‘nawabi’ of the Nawab of Pataudi, Saif Ali Khan, is well known, far and wide. Nobody exudes elegance, regal charm and effortless class, in the manner that he does. And Lay’s has brought him on board, yet again, this time around for Lay’s Gourmet, the premium potato chip brand from the Lay’s stable. Prior to this, Khan served as the brand ambassador for Lay’s for several years.
In 2022, Lay’s expanded its premium potato chips range with the introduction of Lay’s Gourmet, a unique range of slow-cooked kettle chips made from handpicked, high-quality potatoes. These chips are crafted for those who desire a superior and refined snacking experience and are available in three delicious flavors: Lime & Cracked Pepper, Thai Sweet Chilli, and Vintage Cheese & Paprika.
The recent TV commercial for Lay’s Gourmet, artfully directed by Vivek Kakkad and conceptualized by Leo Burnett, begins with Khan walking through a luxuriously decorated corridor to meet journalists Aditi and Anjali, who are waiting to interview him. The grandeur of Khan’s home leaves the journalists awestruck. They discuss the possibility of the house having multiple chandeliers in each room, a legion of butlers at his service, and even a lion as his companion. Oddly enough the things that they imagine suddenly start emerging around Khan, leaving him confused. Aditi intervenes, reminding Anjali that Khan’s exquisite taste should not be judged solely by his opulence. Intrigued, Anjali wants to learn more about his extraordinary taste, and at that moment, he surprises them by placing packs of Lay’s Gourmet on the table, giving them a glimpse of his fine taste. Anjali, excitedly exclaims, “Chips! Oh, I love chips.” But Aditi corrects her, saying, “These are not chips, Anjali. They are Lay’s Gourmet.”
In an email interaction, Indiantelevision.com spoke to PepsiCo India marketing director – potato chips category Shailja Joshi wherein she discusses about Lay’s Gourmet, Khan’s association with it, and more.
Edited excerpts:
On Khan as the brand ambassador of Lay’s Gourmet
Lay’s Gourmet are not just regular chips. They are made from carefully selected, high quality potatoes and crafted for an indulgent snacking experience that delights the senses. Every crunchy bite of this thickly sliced golden-curled chip is filled with lip-smacking flavours and aromas that make for a perfect snack for premium occasions. To bring alive this experience, Khan became our obvious choice. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet.
On Khan’s comeback to the Lay’s family with Lay’s Gourmet and utilizing his charm and elite image to create something different for the brand
We believe that Khan’s regal charm and suave style perfectly complements the exquisite taste and finesse of Lay’s Gourmet slow-cooked kettle chips. His previous association with Lay’s has been memorable, and we are excited to work with him once again to create a promising partnership that solidifies Lay’s Gourmet’s position in the premium snack segment.
Through Khan’s brand ambassadorship, we plan to create a unique and differentiated image for Lay’s Gourmet, one that reinforces our proposition of “It’s Not Cooked, It’s Crafted.” We aim to leverage his charm and elite persona to communicate the premium and artisanal nature of Lay’s Gourmet chips to our consumers.
We hope that this partnership will help us deepen the connection with our patrons and make Lay’s Gourmet the go-to premium snack in the market.
On Lay’s Gourmet as a premium product from the Lay’s stable
Innovation has always been at the core of Lay’s brand philosophy that enables the brand to be a frontrunner in the potato chips category. With Lay’s Gourmet, we’re continuing this tradition of innovation and focusing our efforts on establishing it as a top-tier snack.
To achieve this, we’ve implemented a variety of strategies. We’ve come up with a creative concept, “It’s Not Cooked, It’s Crafted”, which highlights the unique craftsmanship that goes into making the chips. We’ve also introduced a new INR 20 pack size to make the product more accessible to anyone who seeks to elevate their snacking experience. Furthermore, we’ve designed a comprehensive communications plan that includes targeting high-profile events like the IPL, creating visual assets for TV and social media, and sustaining buzz through 360 activations. Finally, we’re thrilled to have Khan as our brand ambassador, which is a testament to our commitment to making Lay’s Gourmet the go-to premium snack.
On the important markets for Lay’s Gourmet in India
Lay’s Gourmet has a strong presence across the country. We’ve observed that the product has been particularly well-received in Tier 1 cities. However, we also recognize the potential for Lay’s Gourmet in other parts of the country, which is why we’ve introduced a new INR 20 pack to increase accessibility and traction in more markets. We are committed to expanding our footprint across the country and bringing the unique flavours and craftsmanship of Lay’s Gourmet to more customers.
Mumbai: TVS RONIN is the industry’s first ‘modern-retro’ motorcycle made for those who dare to live the #Unscripted way of life. The motorcycle has been engineered ground up with unique tech features like Dual channel ABS, Rain and Urban modes and Bluetooth connectivity with voice and Ride Assistance, in a retro design package. Its brand philosophy- Live the Unscripted life – stems from the motorcycle’s unique capabilities, in the city and on the open road.
The main brand asset is a video featuring the rock band Girish and the Chronicles, and the sufi band Kabir Café. The film brings to life the world of possibilities that arise when the ‘modern’ and ‘retro’ worlds come together.
TVS RONIN understands its customers and their key affinities when it comes to connecting with them across all touchpoints. Music, travel and social connections are key motivations for the TVS RONIN customer and as the brand connects all these dots seamlessly through unscripted experiences.
TVS Motor Company head business premium Vimal Sumbly said, “The TVS RONIN motorcycle has been designed from a blank canvas to reflect the spontaneous, fluidic, versatile and multi-faceted young rider of today. We want our viewers to know there is no right or wrong while living life on your terms. The brand inspires them to explore new things and varied experiences in life without fearing the result. We want them to live the #Unscripted life. And with the TVS RONIN, we are opening many possibilities for them to do it.”
The video taps into the personality traits of the TVS RONIN customers through the protagonists who are enthusiastic, curious, spontaneous and build connections with other like-minded riders along their journey.
TBWA India CEO Govind Pandey, the agency that conceptualized the idea for the brand said, “TVS RONIN, the motorcycle defies categorisation. It appeals to modern day ‘Ronins’ who refuse to be boxed, people who are open-minded about possibilities. People who have a knack for making connections between seemingly unconnected people and situations . And creating unexpected surprises. This film represents a serendipitous merger of two genres that ends up creating something unexpectedly delightful.”
The video goes on air on various platforms – the soundtrack “Malang Musafir” will also be made available for viewers to enjoy as they live the #Unscritped life. A multimedia approach with engaging and interactive amplification activities that extend to print media, on-ground activations, social channels and other digital platforms brings alive the integrated marketing campaign for TVS RONIN.
Mumbai: Hip-Hop royalty and chart-topping rapper, King, join hands with Campus Activewear Ltd., the leading footwear brand, to unveil Campus OG collection – the ultimate fashion accessory designed for youthful self-expression. This collaboration represents a fusion of music and fashion, combining King’s iconic style and creative expression with the state-of-the-art designs and trendsetting footwear expertise of Campus Activewear.
Performance artists, especially rap & hip-hop icons, have always been at the forefront of fashion-forward expression, using statement pieces as their artistic canvas. These fashion items are not just accessories, but powerful symbols of creative self-expression, allowing artists to flaunt their unique personas and exude an air of unshakable confidence. Drawing inspiration from this rich cultural legacy, Campus Activewear proudly presents the Campus OG collection, a stunning fusion of style and attitude. Just like how hip-hop icons have used fashion to make their mark, the ‘Campus OG’ collection is set to empower the youth with a fashion statement that amplifies their confidence and showcases their individuality with flair.
Known for his unparalleled talent and influence in the rap industry, King has always been a trendsetter in both music and fashion. With a nostalgic affinity for Campus shoes from his childhood, King’s collaboration with Campus Activewear for the ‘Campus OG’ collection is a heartfelt expression of his personal connection with the brand. “Fashion is a powerful means of self-expression,” shared King. “These shoes go beyond just looking good; they embody my creative expression and intend to empower the youth to showcase their unique style. I am thrilled to partner with Campus Activewear, a brand that is known for their comfort and style. I am delighted to create a collection that represents my passion for both music and fashion.”
Speaking on the collaboration, Campus Activewear Ltd CEO Nikhil Aggarwal said “We are thrilled to announce our collaboration with the hip hop icon and true fashion maven, King for our Campus OG collection. This range is not just about fashion, but a powerful means of self-expression, allowing individuals to showcase their unique personalities and radiate confidence. With King’s creative input and passion for both music and fashion, this collaboration promises to be a perfect blend of his iconic style and our brand’s ethos. We are excited to unveil this collection and encourage youth to embrace their individuality with pride.”
The Campus OG collection features a range of footwear options that are designed to make a supreme fashion statement and empower youth to showcase their unique style. With trendy designs, and unique details in shades of white and black, the collection is all set to elevate the swag of today’s youth and promise a lasting impression.
The ‘Campus OG’ collection by King and Campus Activewear is available across all retail stores and online ecommerce platforms. Fashion-conscious individuals, especially those who value self-expression and individuality, get ready to express yourself with the ultimate fashion accessory that empowers confident self-expression.
Mumbai: Burger King India, one of the fastest growing Quick Service Restaurant (QSR) chains, announced the launch of its latest value range of Tasty Meals, starting at Rs. 99. With the QSR space becoming more competitive, the newly launched meal offering aims to drive consideration and increase dine-in traffic by providing guests with an irresistible value-for-money deal.
The ‘Tasty Meals’ is all set to treat the hunger pangs of many. With the introduction of meals starting @Rs.99, one can get a lip-smacking meal comprising of a Burger, Fries and a Pepsi Black. The offer is available across a range including burgers and tacos. Vegetarian options include the Crispy Veg burger meal for Rs.99. One can also opt for Veg Makhani Burst meal, Veg Crunchy Taco meal, Crispy Chicken burger meal, Chicken Makhani Burger meal and Chicken Crunchy Taco meal that are available at different prices.
To unveil this exciting offering, Burger King India has planned a 360-degree campaign that is sure to grab your attention. Starting with a pre-buzz featuring a 10-second product creative across TV, Digital and electronic channels. The campaign also includes a TVC showcasing crazy dance moves on a unique ‘Ninety-Nine’ tune to connect with guests and give them a glimpse of the amazing value they can get with the ‘Tasty Meals starting @ Rs.99’. The campaign will also be amplified across various media platforms, including TV Channels, YouTube, Print, Snapchat, Instagram, Paytm Soundbox, In-game advertising, and search campaigns. With such a widespread reach, Burger King India is set to make a big impact on the fast food scene.
Commenting on the campaign and the new launch of the menu, Burger King India CEO Rajeev Varman said, “We are thrilled to launch the ‘Tasty Meals @Rs.99’ campaign, which reinforces our commitment to providing guests with an unbeatable value-for-money deal. With the launch of this campaign, we aim to enhance brand love among younger guests by offering them a range of delicious meal options at an affordable price point.”
Burger King India chief marketing officer Kapil Grover said, “At Burger King India, we are excited to bring this campaign to life as we understand that in today’s market, value for money is a key driver of brand consideration. With the launch of our ‘Tasty Meals @Rs.99′ campaign, we are confident that we will not only satisfy our guests’ cravings but also provide them with an unbeatable deal that will make them keep coming back for more.”
Mumbai: Jaro Education, a higher education edtech company, has launched its first brand film, #AtkeMatRaho, conceptualised and executed by Social Panga.
The campaign aims to inspire and motivate professionals to achieve their full potential and excel in their careers through continuous learning and skill development. The film follows the story of Mishra Ji, a dedicated employee who has been with the organisation for several years but has not advanced in his career due to a lack of proficient skills. The brand encourages viewers to avoid becoming redundant like Mishra Ji by upskilling and gaining the right skill sets from the right institutes, positioning Jaro Education as the solution to this common corporate struggle.
The #AtkeMatRaho campaign is not limited to experienced professionals but also targets fresh graduates and young professionals starting off in their careers. The campaign aims to create a buzz for Jaro Education across all social media platforms- YouTube, Facebook, Instagram, LinkedIn, and Twitter.
Jaro Education CEO Ranjita Raman said, “We are excited to launch our first brand film, #AtkeMatRaho, which emphasises the importance of continuous learning and skill development in today’s fast-paced business environment. We hope that this campaign will inspire both professionals and employers to prioritise learning and development, leading to a more successful and a fulfilled workforce. Our aim is to provide a platform for those who want to upskill themselves for better career growth opportunities. We believe that with the right skills and knowledge, anyone can achieve their career goals and reach new heights. Employers can also benefit greatly by encouraging their employees to upskill and develop new abilities. When employees feel valued and supported in their career growth, it leads to increased productivity, retention rates, and overall job satisfaction.”
“We are thrilled to be a part of this campaign and help Jaro Education position itself as a leading provider of higher online education and skill development courses,” said Social Panga co-founder Himanshu Arora. “Through this film, we hope to inspire and empower professionals to never stop learning and advance in their careers.”
The campaign is now live across Jaro Education’s YouTube and social media channels.
Mumbai: Yardley London has launched a new TV commercial on its range of Perfumes. Aimed at the new-age young women, the range provides an affordable entry into the world of Yardley perfumes.
Yardley, with 250 years of legacy in fine fragrances, has continually evolved to remain true and relevant across generations. It believes in inspiring women to showcase their true potential and step up to the best version of themselves.
In the new TVC, Kriti Sanon is the voice of the brand, who advises a young professional to step up to the world of Yardley and shun cheap and mass perfumes. She makes a point that every time you step up in life like a new job or promotion, impression matters; and Yardley helps you in your efforts to make better impressions.
Wipro Yardley CEO Manish Vyas said, “While Yardley has always been known for its fine floral fragrances, through this new range, we intend to bring affordability to the consumers who always inspire to use world class Yardley perfumes. We intend to democratize the usage of safe, branded and international quality perfumes and make it accessible to Indian masses.”
The commercial has been conceptualized by Contract Advertising, a Wunderman Thompson group company and member of the WPP network.
Contract CCO Sagar Mahabaleshwarkar said, “Our core insight was to drive home the fact that Yardley perfumes are more than just their exotic natural fragrances. The idea was to empower people in making a lasting impression while stepping up in the professional world and their daily lives, with renewed freshness.”
Contract Mumbai general manager Ayan Chakraborty shared the inspiration behind the commercial, “A perfume creates a silent aura around a person’s presence. And a good perfume makes an impression just like a good attire. With Yardley Daily Wear Perfumes, the intent was to communicate this to the mass perfume user and tell her to upgrade to the world of Yardley.”
Contract Mumbai executive creative director Rahul Ghosh explained the approach and the creative thinking behind the ad, “Perfume is a key component of the professional armory. It’s a soft signal of ambition. This is the insight we wanted to seed in our TG to persuade them to up their daily perfume game.”
The Yardley range of Perfumes will be available at the nearest stores and on e-commerce platforms starting at Rs 249 for 30 ml.
Mumbai: Vavo Digital, leading influencer marketing agency collaborated with HCL to promote their first Cyclothon event in Noida. The event drew a large crowd of 1300 cycling enthusiasts with the goal of encouraging health and fitness in the community
The campaign successfully garnered over 500K views on reels and stories on Instagram.
The Cyclothon in Noida was a smashing hit with a large energetic crowd eager to showcase their passion. Vavo Digital onboarded 5 micro-influencers, including Armaan Qureshi, Meenal Bhardwaj, and Suraiya Khan to help HCL generate greater traction for the event. These influencers interacted with cyclists who participated to know their stories and goals. They created Instagram reels and video content around their experiences. The main objective of this campaign was to raise awareness of the event and urge more individuals to participate in future events like these.
Sharing his views on the partnership, Vavo Digital brand partnerships manager Saurabh Himthani said, “We are glad to have collaborated with HCL to encourage healthy living in the community through our influencer outreach. Vavo Digital focused on the brand’s target group to curate content that is engaging and relevant to them. We look forward to maintaining this partnership in the future and creating a buzz around such initiatives.”
Commenting on the same, HCL manager, brand strategy and marketing Himanshu Mehta mentioned, “HCL’s core brand philosophy is ‘Human Potential. Multiplied’ aimed at amplifying the potential of individuals, communities, and societies. Sports are a great leveller and can bring people together; this is why we are interested in sports. HCL Cyclothon is a long-term initiative, and we plan to host this annually. The collaboration with Vavo Digital was an experiment with influencers as we never did it earlier. It has been very successful for us, as the content created by all the influencers was unique with their own twist and had a good engagement, so it was an overall successful experiment for us. Looking forward to more collaborations”.
Instagram is a powerful tool to get the message across to a younger audience and successfully connect with them. The effective collaboration between Vavo Digital and HCL demonstrates the crucial role that influencer marketing plays in creating a brand by engaging with a larger audience for brand campaigns.
Mumbai: Leading men’s grooming and lifestyle brand Beardo, today announced the launch of its first-ever aqua fragrance “Tsunami”. Revealing the EDP, Bollywood heartthrob Vicky Kaushal, features in a never-seen-before double role in the brand’s ad-film, titled “Embrace the Tsunami Within”. Encouraging every man to recognise and harness the power within themselves, the campaign showcases Vicky winning over his timid personality to unleash his inner masculinity after using the scent.
The fragrance notes of “Tsunami” are a fusion of freshness and intensity, making it an ideal scent for the modern man. The Eau de Parfum emanates an aura of strength, danger, and wildness, seamlessly personifying notes of bergamot, lemon, and lime, followed by middle notes of lavender, geranium, and patchouli, and base notes of cedarwood, musk, and amber. The film highlights how Kaushal’s character embodies the Tsunami’s strength and tenacity. His persona in the ad-film is unique and different from the roles he usually plays, as he portrays a bold and powerful body of water that is a force to reckon with, just like the scent itself.
Talking about the campaign, Kaushal said, “When I think of Tsunami, the first thing that comes to mind is that it is mighty. My roles in the campaign embody the strength and larger-than-life aspects that define this aquatic scent. You see, most aqua perfumes allude a calm and cool persona, but Tsunami is different. It’s a powerful and bold fragrance that evokes the sensation of a massive body of water, one that can cause both awe and fear. And that’s exactly what my role in the film portrays too – it’s intense, energetic and matches the fragrance perfectly.”
“When we conceptualized Tsunami, we wanted to create a fragrance that embodied the strength, persistence, and wildness of the storm. We wanted our customers to experience the power of the Tsunami and the sense of danger that comes with it. Our goal was to remind every man that the storm lies within him, and when harnessed in the right way, it can lead to wonders,” said Beardo CEO Sujot Malhotra.
He further added, “Working with Kaushal has been an absolute pleasure. His versatile acting skills and dynamic personality perfectly complement the fragrance’s notes, making him an ideal fit for this campaign. With his double role, Vicky portrays the storm and its power like never before, and we are thrilled to have him on board.”
The launch of Tsunami marks another milestone for Beardo as the brand continues to expand its product line and establish itself as a market leader.
