ITV

Category: Ad Campaigns

  • Global ad market to be hit by trade wars, tariffs, and turmoil, says Warc

    Global ad market to be hit by trade wars, tariffs, and turmoil, says Warc

    MUMBAI: The global advertising industry is set for a bumpier ride than expected thanks to Donald Trump’s recent trade pronouncements and the retaliatory measures by the countries  affected and the continuing conflicts in certain parts of the world. 

    With this background in mind, Warc has slashed its ad spend growth forecast for 2025 by almost a percentage point to 6.7 per cent. The revised estimate pegs global ad spend at $1.15 trillion, down $20 billion over the next two years, thanks to economic stagnation, trade tariffs, and regulatory upheaval. The outlook for 2026 has also taken a hit, with growth now expected at 6.3 per cent.

    Warc director of data, intelligence & forecasting James Mcdonald put it bluntly: “The ad market is feeling the squeeze from tariffs, economic stagnation, and regulatory crackdowns, prompting brands to rein in budgets. Despite the volatility, digital ad spend remains robust, with Alphabet, Amazon and Meta set to control over half the market by 2029.”

    Automakers are slamming the brakes on ad budgets, cutting spend by 7.4 per cent as manufacturing stalls and supply chain woes deepen. Key players like General Motors and Ford have already slashed marketing budgets, focusing more on digital and social channels over traditional TV spots. Meanwhile, tariffs on Mexican, Canadian, and Chinese car imports threaten to worsen the crunch, with 40.7 per cent of the industry at risk, per the European Automobile Manufacturers Association.

    Retailers, too, are tightening belts. The sector, the biggest spender in global advertising, is set to cut ad budgets by 5.3 per cent this year, as rising costs and trade barriers squeeze margins. Chinese disruptors like Temu and Shein, which fuelled a retail ad boom in 2024, are expected to dial back their spending due to new trade restrictions.

    Tech brands, once the ad market’s golden child, are now facing a slowdown. The sector’s projected growth has been halved, down to 6.2 per cent, as new tariffs on semiconductors hit supply chains. Warc had previously forecast a 13.9 per cent jump in tech ad spend—now it’s looking at a much cooler landscape.

    Despite the broader slowdown, digital advertising remains a money-spinner. Search advertising will grab 21.7 per cent of global ad spend this year, rising eight per cent to $250 billion. Social media, the biggest single advertising channel, will rake in $286.2 billion—almost a quarter of all ad spend—powered by TikTok (+23.6 per cent), Instagram (+17 per cent) and Facebook (+8.6 per cent).

    Retail media, the rising star, is set to be one of the fastest-growing advertising formats, with a 15.4 per cent surge this year. However, trade barriers could dent ad receipts from consumer goods brands that rely on global supply chains. 

    Yet, there are storm clouds ahead. The EU has slapped Apple and Google with Digital Markets Act violations, putting billions in ad revenues at risk. UK courts could soon allow consumers to opt out of personalised ads, threatening the backbone of search and social media advertising.

    The US remains a bright spot, with ad spend expected to rise 5.7 per cent to $451.9 billion. But that’s a far cry from the 13.1 per cent growth seen in 2024. Warc predicts a stronger 2026, with a 6.5 per cent uptick, thanks to the FIFA World Cup and US midterms.

    China’s ad market, however, is losing steam. Growth is slowing to 5.3 per cent this year to $205.5 billion – compared to growth of 7.1 per cent recorded in 2024 – as weak domestic demand takes its toll. This year’s growth rate equates to a 3.5 per cent rise in real terms.

    Europe’s major economies, meanwhile, are teetering. The UK’s ad market is still growing—up 7.1 per cent to $52.6 billion—but inflation-adjusted figures tell a less rosy story, with real growth at just 5 per cent. Germany, bogged down by economic sluggishness, is heading for a 2.1 per cent decline in ad spend, while Japan is bracing for a 2 per cent drop. Japan’s market is set to grow 3.3 per cent this year when measured in local currency, demonstrating the current strength of the greenback against the yen.

    Trade wars, tariffs, and economic turmoil are reshaping global ad spend, forcing brands to rethink strategies. The digital giants remain dominant, but regulatory pressures are mounting. In a market full of uncertainty, one thing’s clear—advertisers will need to stay agile to keep ahead of the curve.

  • Tinder swipes right on quirky love in new Asian campaign

    Tinder swipes right on quirky love in new Asian campaign

    MUMBAI: Tinder is shaking up the Asian dating scene with its new campaign, “Dating, your way,” a saucy celebration of modern romance’s glorious messiness. Tinder’s serving up tales of turtle-tossing exes, chilly-day cola connoisseurs, and olive-obsessed odd couples.

    The campaign, rolling out across digital, social, and real-world shenanigans, features three short films in India, each a cheeky nod to the realities of contemporary dating. “We know young women in Asia want to call the shots in their love lives,” says Tinder VP APAC marketing Daniel Kim “and we’re here to give them the stage.”

    “Move On” tackles the thorny issue of breakups, with a woman liberating herself from a past relationship, one turtle at a time. Tinder’s data claims a new relationship blossoms every three seconds on its platform, and a recent Onepoll survey suggests 57 per cent of young Indian adults have found meaningful connections through dating apps.

    “Double the Chill” celebrates the joy of finding someone who shares your weirdest habits, like necking ice-cold drinks in a blizzard. Tinder’s stats reveal 89 per cent of young Indian singles prioritise shared interests, and 94 per cent won’t budge on the food front.

    Finally, “Love and Hate” dives into the delightful chaos of opposites attracting, proving that even olive-related squabbles can’t kill a spark. A sizeable 65 per cent of young Indian singles are open to unexpected connections, proving that even a pineapple-on-pizza debate, wont stop true love.

    “Whether you’re after a fling or a forever thing, Tinder’s the playground,” quips Kim. “We’re matching the misfits, the oddballs, and everyone in between.”

  • Spykar ditches dosh, dishes out denim for ‘Eidi that always stays with you’

    Spykar ditches dosh, dishes out denim for ‘Eidi that always stays with you’

    MUMBAI: Spykar, is urging a denim revolution this Eid. It’s campaign, “Eidi that always stays with you,” flips the bird to fleeting cash gifts, pushing for presents that pack a punch and last a lifetime.

    “Eid’s about love, innit? Why not gift something that doesn’t just disappear down the pub?” muses a Spykar spokesperson, clearly fed up with the usual monetary malarkey.

    To spearhead this sartorial shake-up, they’ve roped in digital darling Faisal Shaikh, aka Faisu. He’s ditching the dosh and embracing denim, showcasing how a decent pair of jeans outlasts any crumpled note. Faisu’s Instagram is now a denim-drenched delight, showcasing the campaign’s message.

    “We’re talking gifts with guts,” says Spykar CEO Sanjay Vakharia. “Like a good pair of jeans, relationships get better with age. Our denim’s built to last, just like your best mate’s banter.”

    Spykar’s campaign is a cheeky nudge to rethink Eid gifting. Forget the quick quid; invest in something that ages like fine wine, or at least a decent pair of selvedge. This Eid, Spykar is saying: “Give ’em denim, not dross.”

  • Today Group bets big on ‘Happiness Month’ to build brand IP

    Today Group bets big on ‘Happiness Month’ to build brand IP

    MUMBAI: Today group has launched its ‘Happiness Month’, not just a promotional wheeze, but a full-blown attempt to forge a brand IP, it claims. Think of it as a strategic play, a bit like a well-timed shot, designed to lock in customer loyalty and make channel partners feel good. It’s aiming for a ‘Happiness First’ mantra.

    March, that crucial sales window, sees Today Group showering potential customers  with gifts that would make a sultan blush. We’re talking whitegoods, gold coins (always a winner), motorbikes, the obligatory luxury cars, and, for the truly lucky few, international holidays. It’s less a sales drive, more a full-on giveaway.

    But it’s not all about the buyers. The troops – read: employees – are getting a look-in too. Awards, incentives, and ‘happiness letters’ to the families – a touch of the sentimental, perhaps, but effective. The company has even thrown in a Women’s Day movie screening (one hopes the popcorn was top-notch) and a sports day to get everyone’s competitive juices flowing. Staff are encouraged to share their ‘happy moments,’ which could be a delightful exercise in team building, or a cunning way to harvest content for their social media.

    Bhavesh Shah, joint managing director, insists they’re transforming homebuying from a “mere transaction” into a “joyful milestone.” Quite right. No one wants a dreary house purchase; they want a ruddy good show.

    The campaign’s visibility is being cranked up with out-of-home ads, print splashes, and radio bombardment. Today group is aiming for a “memorable home-buying experience,” which, in marketing speak, means “spend your hard-earned cash here, and we’ll make you feel like a million quid.” And in this cut-throat market, a bit of theatricality is hardly a crime.

  • Bajaj’s robust summer push durable appliances spotlighted in new campaign

    Bajaj’s robust summer push durable appliances spotlighted in new campaign

    MUMBAI: Bajaj, has launched a comprehensive multimedia summer campaign focusing on its fan and air cooler ranges. The initiative emphasises the brand’s commitment to durability, promising consistent performance that evokes a ‘day-one like feeling’ regardless of life’s changes.

    The campaign features a series of contemporary films designed to resonate with today’s consumers, employing relatable, everyday scenarios to forge emotional connections. These films are being broadcast across digital platforms and connected television, capitalising on seasonal demand.

    Bajaj is also leveraging its presence at the major T20 League cricket tournament, a highly viewed Indian sporting event, to bolster its brand visibility. The company aims to utilise the event’s high-profile nature to reach a wide audience and reinforce its brand message.

    The campaign comprises four films focusing on summer essentials BLDC, induction, and TPW fans, and air coolers. Utilising a ‘How It Started vs. How It’s Going’ narrative structure, the films illustrate the longevity of Bajaj appliances, showcasing their continued reliability over extended periods.

    Bajaj Electricals head of advertising & brand management Devika Sachdev said, “This campaign brings our promise of durability and toughness to life with a refreshed narrative that aligns with the aspirations of today’s consumers. Through engaging storytelling and a strong digital-first approach, we aim to create meaningful brand conversations, ensuring Bajaj remains the preferred choice for all home appliances needs.”

    Tilt Brand Solutions chief creative officer Adarsh Atal, said, “Our goal was to strengthen the Bajaj brands connect with the modern discerning consumer while staying true to its legacy. By tapping into real-life relatable narratives, we’ve created a campaign that feels both fresh and familiar. It’s always exciting to craft work that spark conversations and connects across generations.”

    Bajaj’s summer range includes advanced BLDC fans for enhanced energy efficiency and air coolers with an extended three-year warranty. The products are available for purchase online and in retail stores.

  • Dream11’s star-studded campaign yields record concurrency on IPL 2025 Day one

    Dream11’s star-studded campaign yields record concurrency on IPL 2025 Day one

    MUMBAI: Dream11 has kicked off the IPL season with a bang, smashing records faster than a Hardik Pandya six. The fantasy cricket platform registered an admiration worthy 16.5m concurrent users during the tournament opener between Kolkata Knight Riders and Royal Challengers Bangalore—testament to a marketing campaign that began brewing in the boardroom nearly eight months ago.

    Dream11 chief marketing officer Vikrant Mudaliar orchestrated what industry insiders describe as a “logistical hat-trick” by corralling Bollywood heavyweights Ranbir Kapoor and Aamir Khan alongside cricketing royalty Rohit Sharma, Hardik Pandya, Rishabh Pant and Suryakumar Yadav for this season’s television commercial.

    The campaign’s central question—”Aap key team mein kaun?” (Who’s in your team?)—taps into the very essence of fantasy cricket while resonating with fans across the subcontinent. With Dream11 already boasting 240m users,  Mudaliar’s sights are firmly set on the next 100m cricket-mad Indians.

    “We needed a reach of 500-600 million,” he revealed to Storyboard18. “Only cricket and the IPL and Indian cinema combined can deliver that level of exposure.” The campaign, directed by Nitesh Tiwari of Dangal fame, required military-precision planning with multiple sets, parallel shoots and a complex scheduling ballet to accommodate the stars’ limited availability.

    The adverts, filmed over several days in party settings, in planes, showcase something rarely seen in Indian advertising: self-deprecation from genuine celebrities. “The ability to poke fun at oneself requires a certain maturity,” noted  Mudaliar. “Much of the humour came from the celebrities themselves.”

    Such starry productions don’t come cheap, with budgets reportedly running into  crores. However, Dream11 has optimised its marketing spend by stepping back from co-presenting sponsorship of IPL broadcasts, instead betting big on creative quality.

    The strategy appears to be paying dividends. While Amit Sharma, chief technology officer, and his team work feverishly behind the scenes to keep the platform running smoothly under unprecedented traffic on Day 1 of the IPL as Virat Kohli blasted RCB to a victory over reigning champions KKR, Dream11’s war room is celebrating a return on investment that even the shrewdest fantasy cricket player would envy.

    As  Vikrant might say: when you’ve got the Hitman, Pandya, Sky, Rishabh, Aamir Khan and Ranbir Kapoor on your team sheet, century-making becomes considerably easier.

  • Infinix India challenges industry hype with its Questionthenoise campaign

    Infinix India challenges industry hype with its Questionthenoise campaign

    MUMBAI: Infinix India’s new campaign, Questionthenoise, championing substance over spectacle. With a satirical twist, the brand film takes a playful dig at excessive marketing tactics, spotlighting product innovation as the true measure of value.

    Piyush Khati, known for his role in Netflix’s class, the ad creatively depicts a scenario where Infinix’s marketing team is left scrambling with a minimal budget. The reason? The company poured its resources into refining the Note 50x 5G+ its latest smartphone designed to prioritise performance and user experience over glitzy promotion.

    The campaign underscores Infinix’s commitment to delivering real value through cutting-edge technology. The Note 50x 5G+ packs a punch with Android 15-based Xos 15, offering enhanced personalisation, fluid animations, and smarter AI capabilities. Powered by the Mediatek Dimensity 7300 Ultimate Soc, it promises lightning-fast performance. Additional features include ultra-fast charging, military-grade certification, and a sleek, stylish design.

    “With Questionthenoise, we want consumers to focus on what truly matters—the product,” said Infinix India CEO Anish Kapoor. “We believe that genuine innovation speaks for itself. The Note 50x 5G+ is designed to offer meaningful features at an accessible price, without the need for flashy promotions.” 

  • Zomato hits fast-forward, counts to ten and your food’s already arrived!

    Zomato hits fast-forward, counts to ten and your food’s already arrived!

    MUMBAI: When hunger strikes, patience isn’t exactly a virtue—it’s a myth. Zomato gets this, and they’re serving up a delicious solution quicker than you can say your favourite Indian cinema countdown. With their snappy new ‘Ek, Do, Teen…Dus!’ campaign, Zomato promises to deliver steaming hot meals in just 10 minutes, giving hangry customers a reason to ditch those stale crackers.

    Launching nationwide on 21 March 2025, the campaign uses four humorous short films, remixing the iconic Hindi song Ek Do Teen, creatively stopping at Dus, perfectly highlighting the lightning-fast 10-minute delivery promise of Zomato Quick.

    Relatable? Absolutely.

    Entertaining? Unquestionably.

    Now, your midnight cravings have officially met their match.

    “At Zomato, we recognize that our consumers today expect instant solutions, and with Zomato Quick, we’re delivering just that—hot and fresh food in only 10 minutes,” explained Zomato marketing head Sahibjeet Singh Sawhney. “In our films, we’ve used a fun, nostalgic approach to drive home the message of convenience and speed. We have used the iconic Hindi song Ek, Do, Teen, Char,… Our aim is that ads should not feel like ads; they should always entertain and bring a smile.”

    How does Zomato Quick manage this supersonic feat, you wonder? By curating menus with dishes that are quick to whip up, partnering with nearby restaurants, and leaving no room for hunger-induced despair.

    The multi-channel campaign blitz covers all bases, featuring digital and social media promotions, OTT platforms, out-of-home advertising, influencer tie-ups, and even innovative packaging—ensuring no one misses the memo.

    Currently, Zomato Quick is already operational across 15 cities, making ‘fast food’ faster than ever. Forget 30-minute pizza deliveries; that’s practically snail mail compared to Zomato’s Quick!

    So, next time you’re hit by those stomach grumbles, remember: Zomato Quick counts just to ten, and voilà—your meal is at the door. 

  • Truebalance expands campaign with Rajkummar Rao, Priyamani and Divya Dutta

    Truebalance expands campaign with Rajkummar Rao, Priyamani and Divya Dutta

    MUMBAI: Truebalance, has launched the second phase of its Aapki Har Zaroorat Ka Saathi campaign, now featuring acclaimed actor Rajkummar Rao. Following the success of the first phase with Priyamani and Divya Dutta, the new segment continues the brand’s mission of positioning Truebalance as a reliable financial partner for quick and accessible personal loans.

    The initial campaign featured Priyamani and Dutta, highlighting real-life financial challenges. In one advertisement, Priyamani helps Dutta secure funds for her daughter’s sports kit, showcasing the ease of obtaining a loan through Truebalance. Another story portrays Priyamani assisting her brother in arranging money for their grandfather’s knee surgery, demonstrating the platform’s hassle-free, paperwork-free loan process.

    Building on this, the second phase introduces Rao, whose relatable persona reinforces Truebalance’s commitment to financial empowerment. His storyline centres on assisting a friend with an urgent financial need, highlighting the platform’s speed, security, and accessibility.

    Despite advancements in digital lending, financial services remain inaccessible in many Tier two, Tier three, and rural regions. Truebalance addresses this gap by offering millennials, salaried professionals, and self-employed individuals instant access to credit through its user-friendly digital lending app.

    “As a brand, we are committed to simplifying credit access for evolving financial segments. This campaign with Rao, Priyamani, and Dutta reaffirms our role as a dependable financial partner,” said Balancehero India CMO Ashish Aggarwal.

    Backed by its own NBFC, True Credit, Truebalance continues to expand its services through a marketplace model, integrating a range of financial solutions to cater to its growing customer base.

    The Aapki Har Zaroorat Ka Saathi campaign underscores Truebalance’s dedication to financial empowerment and accessibility, helping millions confidently navigate their financial journey.

  • Tecno strikes partnership with KKR, knocks connectivity issues out of the stadium

    Tecno strikes partnership with KKR, knocks connectivity issues out of the stadium

    MUMBAI: Cricket fans, ever screamed ‘no signal!’ right as your favourite batsman hits a six? Frustrating, right? Well, fear no more! Tecno, the smartphone brand that refuses to drop the ball (or signal), has teamed up with Kolkata Knight Riders (KKR) to make sure fans stay plugged into the action. With the new #SignalJeetKa campaign, Tecno is promising a cricket season where the only thing dropping is the opposition’s wickets—not your connection.

    Announced on 19 March 2025, this electrifying collaboration aims to amplify the thrill of cricket through uninterrupted connectivity and state-of-the-art technology. Tecno’s sleek, powerful devices will ensure fans experience every boundary, wicket, and nail-biting super over without interruption. How’s that for a partnership?

    Tecno Mobile India CEO Arijeet Talapatra shared, “We’re excited to partner with Kolkata Knight Riders. Cricket is an emotion that unites millions, and it aligns perfectly with Tecno’s mission to empower India’s youth. Through our #SignalJeetKa initiative, we aim to ensure fans stay connected and never miss a moment of the thrilling action. Just as KKR gives their all on the field, we’re committed to delivering the best technology to keep fans at the heart of the game.”

    KKR’s iconic motto, #KorboLorboJeetbo, echoes Tecno’s own relentless ethos, ‘Stop At Nothing’. Both champion the spirit of hustle, teamwork, and cricket’s vibrant culture. Tecno’s advanced connectivity solutions reaffirm the brand’s commitment to keeping fans at the core of every cricketing moment.

    Knight Riders Sports CMO Binda Day added, “Technology is at the forefront of cricket’s growth, especially in India. Our partnership with Tecno is an opportunity to promote a seamless collaboration in this respect. At the Knight Riders, we believe in creating an immersive experience for our fans by bringing them closer to the game we love and that will be our aim through this partnership.”

    So, cricket enthusiasts, say goodbye to buffering and hello to cricketing clarity. Thanks to Tecno, the only thing missing signals this season will be opposing batsmen when KKR bowls.