Mumbai: Country Delight, one of the leading dairy and fresh produce brands in India has launched a tantalising new campaign for its tender coconuts that highlights their unique selling proposition of ‘Zyaada Paani.’ The campaign features three ads that endearingly and entertainingly promote the benefits of Country Delight’s coconuts. The campaign highlights the company’s efforts to offer more value for money to all its customers while making no compromises with the quality of the products.
The first ad depicts a young couple enjoying coconut water in a romantic setting, but their moment is cut short as the coconut runs out of water within a few sips. However, with Country Delight’s coconut having ‘more water,’ they can prolong their romantic moment.
The second ad features an elderly couple who recreates a romantic moment from their honeymoon by sharing a Country Delight coconut. The ad showcases how more coconut water can lead to more romance. They recreate romantic moments with Country Delight tender coconut even at a mature age.
The final ad is in the humorous space, where a father-to-be is shocked to learn that his wife is expecting twins. As he looks around, everything starts doubling. But something surprising happens when he looks at the Country Delight coconut.
The campaign is aimed at promoting Country Delight’s tender coconuts, which are known to offer a high quantity of water. The campaign comes right in the beginning of the summer season in the country when the consumption of tender coconut sees a significant jump.
Country Delight co-founder Chakradhar Gade said, “As the leader in the branded coconut market, we wanted to bring out our product USP in an entertaining and relatable way, and these films do just that.”
The new campaign aims to strengthen Country Delight’s position in the tender coconut market and educate consumers about the benefits of their coconuts. The ads will be aired on digital platforms, and are targeted to reach around five million consumers. The ad films named “Pyaar ka Asli Yaar” and “Nostalgia” have also made use of the brilliant jingle that has recently been composed by music maestro Dr Ilaiyaraaja for Country Delight. The unique jingle composed by Dr Ilaiyaraaja, adds more vigour and dynamism and will help the brand reach out to more consumers across the country.
These coconuts will be available country wide. Even while Country Delight promises the coconuts will have approximately 270-300ml of water, they will remain cost competitive.
The new ad films have been conceptualised in-house, produced by Kishor Dashpute of The Talesmith and co-directed by Tushar Ajgaonkar and Prajyot Kadu.
Overall, Country Delight’s new campaign for tender coconuts with the ‘more water’ USP is expected to generate buzz and interest among consumers, driving sales and brand awareness.
Mumbai: moneyview, a fintech platform, has launched the ‘Mann Hai Toh Money Hai’ campaign featuring brand ambassador Ranbir Kapoor. The campaign aims to shift the outlook towards the credit from a need to an opportunity while capturing mindshare and building preference for the brand. The company has launched two films as part of the campaign, wherein Ranbir positions instant paperless loans on moneyview as an opportunity to fulfil aspirations and personal goals.
Kapoor is sitting in a living room with his dad, played by Naresh Gosain. Both are watching TV, where a woman is jet skiing on vacation. Kapoor then asks the father if he wants to go on a holiday too. With a single tap on his smartphone, a loan is processed, and ‘Papa’ is teleported to a vacation instantly. He then says the campaign line, “Mann hai to Money hai”, while speaking to his dad on TV.
The second film shows Kapoor helping his younger brother get a home theatre setup that was on the billboard. With a single tap on his smartphone, the loan is processed, and the room is transformed into a home theatre. The film ends with the same punchline.
moneyview CMO S V Prasanth Naidu, said, “Loans are often viewed as financial tools for expenditures like weddings, medical emergencies or to meet an unplanned cash need. However, with this campaign, we are taking a fresh perspective on personal loans being used to upgrade one’s life and fulfil aspirations. In this campaign, Kapoor plays the protagonist who materializes the dreams of his family through moneyview. His characterisation and the films’ treatment have been designed to help us strike a chord with the larger audience and amplify our value proposition to the end consumer”.
“Our latest campaign focuses on making the idea of financial inclusion a reality in India. We are looking forward to reaching more customers and further strengthening our customer base,” Naidu added.
Dentsu Creative, ECD Janmenjoy Mohanty said, “As living in the moment becomes more important, and fulfilling desires and experiences are on the rise, why should anyone have to put their aspirations on hold for want of money? That was the thought behind the Mann Hai Toh Money Hai campaign for moneyview. We feel we have an extendable, ownable thought that will connect with what consumers want across platforms.”
moneyview is on a mission to provide easy access to good formal financial products to all Indians who have a smartphone and a bank account. The goal is to build a financially-inclusive and self-reliant India. Backed by data and tech, the Fintech platform offers a suite of financial products that enable the company to achieve its vision.
Mumbai- WorkIndia, the leading online job portal has launched the #UnsungWarrior campaign to appreciate and applaud the blue-collar workers in India on the occasion of Labor Day. The campaign emphasizes the need to recognize the hard work of blue-collar workers that makes our lives easier and more comfortable.
The campaign drives attention to the fact that although these workers are the backbone of our society, their contribution and grind are often hidden from our eyes and go unnoticed. The aim of #UnsungWarriors is to raise a question and urge everyone to recognize and appreciate their efforts and acknowledge their role in our lives. It is a narration that is thought-provoking and strikes an emotional chord as it compels us to pay attention to a section of society that is often unacknowledged. We must give these blue-collar workers their due diligence because we as a community are heavily dependent on them and our lives will come to a standstill without their support.
Over the years, the scenario for laborers in India has changed significantly. The labor movement has fought for and won many rights and protections for workers, such as the eight-hour workday, minimum wage laws, and workplace safety regulations. Additionally, the COVID-19 pandemic has highlighted the essential nature of many jobs that were previously undervalued and underpaid, such as healthcare workers, grocery store clerks, and delivery drivers. Despite this, they still face a number of challenges on a daily basis. While there is still much work to be done to improve the situation for workers, Labor Day serves as a reminder of the progress that has been made and the ongoing struggle for workers’ rights and dignity.
Speaking about the campaign, WorkIndia COO & co-founder Nilesh Dungarwal said, “Blue-collar workers are the true unsung heroes of our lives who provide an important service to our society. Hence, it is our responsibility to ensure that their contribution doesn’t go unrecognized and unvalued. Through #UnsungWarriors, WorkIndia intends to spread awareness about their hard work and encourage people to appreciate the people who make it possible for us to live comfortable lives. Let’s show some support towards the people who deserve every praise for their undying dedication, and perseverance.”
Overall, #UnsungWarriors urges everyone to appreciate the efforts of the unsung warriors in our lives, who work tirelessly towards making the world a better place. This campaign was conceptualized in-house by the WorkIndia team. It is a digital campaign that will be featured across channels such as Facebook, Instagram, YouTube, and LinkedIn.
Mumbai: Elevar Sports, the premier D2C footwear brand in India, has organised its first-ever BTL campaign in Mumbai. The month-long campaign includes pop-up stores in 12 different locations in Mumbai. The pop-up stores are located in 12 premium tech parks and residential areas in Mumbai. The campaign was initiated on 18 April. Elevar Sports is one of the few D2C brands to collocate a BTL campaign.
The campaign allowed a unique shopping experience where people explored the pop-up stores to experience first-hand stylish Elevar Sports products, try them out, and even buy if they liked. The campaign witnessed substantial footfall on the first day itself. Eager customers filled the pop-up stores to get a feel of the products. The brand was appreciated for its engineering, innovative designs and skilled craftsmen. The campaign is expected to have a footfall of 150k.
Founded by Kunal Joshi and Aayush Tapuriah in 2018, Elevar Sports ensures that customers never have to compromise on either performance or style. Elevar Sports integrates state-of-the-art design and engineering to create innovative footwear products. Elevar Sports’ vision is to develop innovative, stylish, and affordable footwear products for the Indian millennial through cutting-edge design and performance-driven engineering.
A spokesperson from Elevar Sports, said, “We are excited to launch our first BTL campaign in Mumbai. We want more people to experience and explore our products. Our brand ensures that customers never have to compromise on either performance or style. We aim to create exciting products that connect with the millennials by emulating their style, culture, and values.”
Mumbai: There are sportsmen and there are legends! Sachin Ramesh Tendulkar (SRT) is one such legend who inspired billions. The number 10 donned by Sachin symbolised performance, which only legends pull off. In fact, very few sportsmen get the privilege to wear this iconic no 10. Apollo Tyres has launched a multimedia campaign on SRT’s 50 birthday to celebrate the legend.
The campaign conceptualised by Wunderman Thompson India has a series of digital first content which will not only bring alive the various aspects of Sachin’s performance, and some memorable ‘Perfect 10’ moments of his career, along with some fun engaging elements as well.
Commenting on this Apollo Tyres Ltd. Asia Pacific, Middle East and Africa (APMEA) president Satish Sharma said, “There is something iconic about No 10; it’s always donned by Legends in the field of sports and it stands for performance par excellence. At Apollo Tyres, that’s the philosophy which we imbibe every day in our products, processes, technology, and our people. The connection with 10 exemplifies the same and inspires us to go the distance in all our endeavours as well”.
Commenting on the launch of this campaign, Wunderman Thompson South Asia & Managing Partner WT Delhi chief client officer Joy Chauhan said, “No 10 exemplifies extraordinary performance, the jersey is donned by some of the global icons in the sporting world like Sachin Tendulkar, Pele, Maradona, Messi to name a few. Their legendary performance has inspired billions across the globe to push the boundaries and up their game. The brand too lives by the same philosophy, and this is reflected in our APOl10 campaign, a simple brand name connect which seamlessly merges with 10 and drives home the campaign idea.”
Sharing his thoughts on the campaign, Wunderman Thompson Delhi VP & ECD Sundeep Sehgal said, “No. 10 isn’t just a number it’s the symbol of greatness. Donned by the sports’ greatest like Pelé, Maradona, Messi and our very own master blaster Sachin Tendulkar, the number stands for legendary performance. Performance that inspires a billion. Performance that pushes you to dream big and achieve bigger. This is the same philosophy Apollo Tyres lives by and thus Apol10 was born. The 10 in Apollo is an ode to the great performance. Our relentless strive for it every day and what could be a better way to celebrate the iconic No. 10 other than Sachin’s 50th birthday? This campaign will push all of us to go the distance.”
The campaign created a buzz on Twitter with #Apol10 trending across with participation from people of all walks of life, be it sports enthusiasts, people from marketing fraternity and all the die-hard fans of Sachin giving an ode to legendary 10 performances of the master.
Mumbai: Usha International, India’s consumer durables brand, today announced a new TVC campaign Designed with You in Mind for its recently launched Usha Onio series of fans. Inspired by nature and driven by technology, the Onio series is the brand’s biggest fans launch in a decade, comprising six ranges with nine SKUs each, making it a total of 54 SKUs. The TVC highlights the needs of the modern Indian consumer – aesthetically appealing fans packed with the latest technology.
The TVC features three of the six ranges in the Usha Onio series – the Lambda range designed to follow the swirl and swirl of water, the mountain-inspired Phi range, and the Upsilon range that takes inspiration from the bright facets of a solitaire. The TVC seamlessly takes viewers from one picturesque view to another showcasing how the Onio fans are a magical blend of nature, aesthetics, and technology, while also highlighting their features including silent operation, dust and scratch resistance, and high air delivery.
Commenting on the launch of the TVC, Usha spokesperson said, “We are always looking for innovative ways to connect with our consumers and our new range of Onio fans is a perfect blend of hi-tech functionality and innovative designs that cater to the needs of a diverse range of consumers. Our TVC is aimed at connecting with a wider audience and reinforcing our position across the Indian market.”
Mumbai: Lay’s Gourmet, the premium range of slow-cooked kettle chips from Lay’s, is reaching new heights with the superior snacking experience being offered through the royal flavours within the portfolio. The experience is all set to be scaled, with the brand announcing the ‘Nawab of Bollywood,’ Saif Ali Khan, as its brand ambassador.
The partnership aims to magnify the exquisite taste and finesse of Lay’s Gourmet chips that are made from carefully selected, high quality potatoes, cooked with care for those perfect golden curls and seasoned with lip-smacking flavours and aromas. The actor will bring his charm and flair, reinforcing that Lay’s Gourmet is not just a regular chip, but a delicately crafted snacking experience that deserves to be savoured.
The TV commercial, artfully directed by Vivek Kakkad, begins with Khan walking through a luxuriously decorated corridor to meet journalists Aditi and Anjali, who are waiting to interview him. The grandeur of Saif’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 Saif, leaving him confused. Aditi intervenes, reminding Anjali that Saif’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.”
Talking about Khan’s appointment as the brand ambassador, PepsiCo India director-marketing, potato chips category Shailaja Joshi said, “We are thrilled to welcome Saif once again as a member of the Lay’s family, this time as the face of our range of slow-cooked premium kettle chips, Lay’s Gourmet. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet. Our new TV commercial seamlessly establishes this correlation as it gives a sneak peek into what actually defines Khan as the connoisseur of finer things. We’re confident that our fans will embrace him as the face of Lay’s Gourmet, just like they’ve been savouring the well-deserved experience and rich taste of these delightful chips.”
Sharing his excitement, celebrated actor and face of fine taste, Khan expressed, “My previous association with Lay’s was for many years and is very memorable to me. I am equally thrilled to rejoin the family as the first-ever brand ambassador for Lay’s Gourmet. These aren’t just chips, they’re the perfect accompaniment for moments of finesse. I am sure that the audiences will appreciate the exceptional taste and quality of Lay’s Gourmet chips, just as much as I do.”
“When we think of royalty, we often associate it with opulence and grandeur. However, true royalty is characterized by a focus on quality and perfection, which is precisely what makes Lay’s Gourmet stand out. Crafted from fine ingredients, each chip is a testament to the pursuit of the best flavour and experience. And who better than the Nawab of Pataudi himself, Saif Ali Khan, who embodies the spirit of quality and sophistication, to bring alive the experience of Lays Gourmet,” remarked Leo Burnett CEO & CCO South Asia Rajdeepak Das.
The TVC launch will be followed by a robust 360-surround plan and Khan will continue to be a pivotal part of future Lay’s Gourmet campaigns.
Mumbai: Godrej Appliances, part of Godrej & Boyce the flagship company of the Godrej Group has rolled out a witty television campaign for India’s first leak-proof split Air Conditioner. The film addresses the common yet unsolved problem of leaking ACs faced by AC users and presents the thoughtful innovation – Air Conditioners with Anti-Leak Technology.
Starring actor Ayushmann Khurrana, the film opens with him noticing water leaking out of the air conditioner and getting irritated with the sight. While watching the couple around him putting a diaper around their baby, he thinks of a jugaad to plug the leak – he sticks the diaper on the AC and shrugs at the confused couple. The TVC then cuts to him presenting the right solution – the latest Godrej Leak-proof AC with Anti-Leak Technology.
An estimated 85 per cent AC consumers suffer from this issue at least once in the product’s lifetime and consequently, the issue ranks amongst AC’s key concerns. However, no brand had offered a solution to this perennial problem. As a lasting solution to the leaking split AC woes, Godrej introduced its Leak-Proof Air Conditioners with Anti-Leak technology. The company has also filed a patent for this revolutionary technology, making it India’s first and the only one of its kind in the market. This AC also offers a host of other relevant technologies and features such as 5-in-1 Convertible Cooling Technology that can be set basis the number of people in the room and help save energy, i-sense technology with remote sensing to deliver the desired cooling around the customer, powerful cooling even at 52°C with lower derating, inverter technology for power saving and ecofriendly R32 refrigerant among several others.
Speaking on the latest television campaign, Godrej Appliances head marketing Swati Rathi said, “We found leaking ACs to be a common household problem faced by an estimated 85 per cent AC consumers. Most of them resorted to ‘jugaad’ measures to live with this water leakage, but no brand had a permanent solution to it. Backed by the brand’s ethos of creating thoughtful products with relevant technology, we introduced this industry-first, patent applied Anti-Leak Technology in our AC and to communicate this disruptive proposition, we decided to take a quirky communication route in this TVC by showing a diaper stuck on the AC making for a memorable viewing. The initial response to the proposition and the communication has been very positive and we are confident this engaging film will help us build awareness for the new USP.”
The film is conceptualized by Creativeland Asia and is being aired across major electronic and online platforms. Commenting on this film, Creativeland Asia co-founder & creative vice chairman Anu Joseph said, “There was never a real solution for leaky ACs, up until now. That’s what we’ve highlighted in this satirical piece featuring Ayushmann Khurrana. This campaign that started with us promoting AC Diapers across social and digital, went viral from the word go. It stays true to the brand’s philosophy of ‘Things made thoughtfully’.”
Mumbai: Time and again it has been proved that there is absolutely no better combination than food and cricket. The partnership of EatSure and RCB is proof of just that. India’s food court on an app – EatSure is in full swing for this T20 season 2023 with an exciting partnership as the official food delivery partner of one of the leading T20 teams – Royal Challengers Bangalore (RCB).
Indiantelevision.com spoke to EatSure brand head Addarsh Barathi about the partnership with RCB, what this partnership entails, and more.
EatSure, considered as a category creator in food delivery and an omnichannel player with online and offline presence will not only exclusively curate the eating experience at all RCB home matches in Bangalore’s Chinnaswamy Cricket Stadium but will also have exclusive offers on match days on its app platform. With this association, EatSure became the first food-tech player to curate the entire food experience and bring multiple iconic brands, both own and partner, to a stadium during a T20 match.
EatSure will offer multiple iconic brands such as Faasos, Oven Story Pizza, Behrouz Biryani, Sweet Truth, and Wendy’s in the food court experience that it will be curating for fans at the stadium. EatSure will also be a one-stop hunger killer for RCB and T20 fans, wherever they watch the match – be it their homes or in the stadium.
Edited excerpts:
On the EatSure-RCB partnership. What are the exclusive rights that EatSure will gain through this partnership?
EatSure’s partnership with RCB is a strategic move to position EatSure as a pioneer and category creator in curating the entire food experience and bringing multiple iconic brands, both own and partner, to a stadium during a T20 match. With multiple brands on offer, EatSure aims to connect with Indian cricket fans, strengthen its brand positioning along with enhancing its brand visibility and drive consumption. As a part of this partnership, EatSure gets exclusive rights to sell food in the concessionaire area of the stadium across all 7 home matches of RCB. Additionally, EatSure customers and RCB Fans will also get a chance to get their hands on match tickets & exclusive RCB merchandise like jerseys, caps, bats etc.
Along with being present as the official food delivery partner, EatSure is also the official sponsor of The RCB Podcast. As a property, the podcast has gained prominence since the start, as it shared interesting life stories of key RCB players around a common theme – “Game Changers”. The 2023 podcast features, Virat Kohli, Faf du Plessis, Dinesh Karthik, Harshal Patel, Mohammed Siraj and other favourite RCB stars talking about the game changing moments of their lives.
Being the proud partners of RCB, we also had a chance to create engaging content with players. The cricketers found EatSure to be their perfect solution to their group ordering needs and enjoyed a hearty meal together.
On EatSure curating an exclusive eating experience at all RCB home matches
IPL being one of the biggest planned events in India, crowds of people are often seen in large groups across multiple age groups, tastes and preferences. EatSure through this partnership is enhancing the experience of the audience while watching the match whether they are at home or at the stadium by allowing customers to order their preferred choice of food as per their mood across iconic brands by offering food court experience for fans at the stadium which features several renowned brands, including Faasos, Oven Story Pizza, Behrouz Biryani, Sweet Truth, and Wendy’s. With this association, not only will EatSure curate a unique dining experience exclusively at all RCB home matches in M. Chinnaswamy Stadium but it will also provide exclusive offers on its platform during match days so that the customers don’t have to compromise on their food ordering experience.
On the highlight of the offerings of EatSure for the IPL
EatSure’s unique proposition will allow customers to order from many brands in one order while watching the match whether they are at home or at the stadium without compromising on what they want to eat. Being committed to becoming a one-stop hunger killer for RCB and T20 fans, EatSure aims to provide a great viewing and eating experience during this season.
On the new product offerings and tie-ups that you will introduce through the IPL to offer an exclusive experience
EatSure follows a customer first philosophy by placing heavy emphasis on satisfying the customers’ wants. This proposition makes the platform unique and allows us to target and innovate with partnerships. Through the RCB partnership, we are able to target thousands of customers watching the match in the stadium by bringing multiple brands together. Similarly, we have also tied up with RCB super fan “Sugumar”. We have also done vox pops across the city asking people about their food choices and questions on cricket. We have an action packed social media calendar that will have engaging content on cricket, food, RCB and EatSure. We will also be giving away match tickets and RCB merchandise through offers and promotions in the app. The IPL season also sees new product offerings getting added by in-house rebel brands like Oven Story & Faasos across various parts of the country.
On the partnership between EatSure and RCB being unique and different from the other partnerships
Being a category creator in the food delivery space, we believe in creating memorable experiences for our customers. Our partnership with RCB is a first-of-its-kind initiative, making us the first food-tech player to curate the entire food experience and bring multiple iconic brands to a stadium during a T20 match. We have also created some memorable creative assets as part of this association where we show key RCB players talking about the benefits of EatSure as a food ordering platform that will be used to promote EatSure on both outdoor and digital platforms. Overall, EatSure’s commitment towards offering a unique and unforgettable food court experience to cricket fans during the IPL season is something that will set them apart from its competitors.
On EatSure’s partnership with The RCB Podcast
EatSure is proud to partner with Royal Challengers Bangalore by being the official sponsor for The RCB Podcast named Game Changers. Podcasts have become an essential part of popular culture for millions of listeners and hence, a great opportunity for EatSure to leverage the power of podcasts. Our association with the popular RCB podcast, featuring prominent cricketers like Virat Kohli, Faf du Plessis, Dinesh Karthik, Harshal Patel, Mohammed Siraj, and other RCB stars, has turned out to be a great opportunity to connect with cricket-loving audiences and promote our brand. These podcasts have got great visibility across multiple channels as the cricketers shared their stories and poured their hearts out on them.
Mumbai: The success of any ad campaign is often judged by the second in the series. If this measure is true, the second Sar Utha Kadam Badha film for Flite Footwear is poised to take the brand to a new high.
Created by Law & Kenneth Saatchi and Saatchi, the film builds on the task set by the first film- to reposition the brand in the minds of consumers and connect with them at an emotional level. Having successfully steered the brand from celebrity infested waters in the category, the new film also works around the core insight that each one of us has the right to dream and dream BIG. People’s opinions, judgments or beliefs should not stop anyone from pursuing their dreams and neither should geography and language. Flite celebrates this resolve to move forward and upwards through ‘Sar Utha Kadam Badha’.
This time however the campaign goes a step further to tell the story from an even more ‘real’ lens. An authentic story of screenplay writer Varun Grover’s journey from a small town boy in Benaras to struggling writer in Mumbai before his eventual success and National Award. With the ‘real people’, ‘real success stories’ approach, the new film shows us that sometimes truth is more engaging than fiction and certainly more inspiring.
Sharing his views on the campaign, Relaxo Footwears Ltd. executive director (sales & marketing) Gaurav Dua said, “With this campaign brand Flite captures the emotional roller coaster of one embarking upon the path less travelled and the grind and rejections that come along the way. The ‘Sar Utha, Kadam Badha’ campaign celebrates the journey of an individual who, undaunted by the naysayers, works his way to become someone as acclaimed and beloved as Varun Grover. Brand Flite salutes the spirit of the achiever, who dares to dream and work his way towards success.”
Speaking on the campaign, L&K Saatchi & Saatchi CEO Paritosh Srivastava said, “Flite has always been a trusted partner in the lives of our customers and has been the market leader by that virtue. ‘Sar Utha Kadam Badha’ was born two years back with the objective to create brand love, stature and respect for Flite. The first campaign achieved that to a great extent. It’s always tough to follow a hit in the first act. We are quite thrilled that this campaign takes ‘Sar Utha Kadam Badha’ to another level. The fact that it’s inspired from the real story of Varun Grover will significantly strengthen our positioning and establish a deeper emotional connection with our audience.”
Commenting on the new film, LKSS joint NCD Rohit Malkani said, “The toughest part of a successful continuing campaign is the pressure to go one up on the previous one! But this has been a long and exciting journey. Whether it be shifting gears to real life or scouring the web for inspiring stories to tell, it’s been a huge learning. Above all, we’ve enjoyed lifting the story telling to a cinematic level this time.”
The film has gone live and will span all crucial platforms comprising television, print, radio, outdoor and digital.
