Category: Ad Campaigns

Mumbai:  Parle, India’s leading manufacturer of biscuits and confectionery, has announced the launch of a new campaign for its premium sweet cookie brand, Hide & Seek. With this campaign, Parle aims to explore multiple touchpoints to generate buzz and create excitement around the brand.

Hide & Seek has been a premium brand with a very strong brand equity across the country since its launch in 1996, and is made with real chocolate chips, making it India’s most loved chocolate chip cookie.

The new campaign, titled ‘Start your story with Hide & Seek’, features a TV commercial with two young protagonists who meet on a tennis court. The ad showcases how Hide & Seek cookies can be a catalyst for connecting with a special someone.

The commercial was conceptualized by DDB Mudra.

Commenting on the campaign, Parle Products senior category head Mayank said, “As we continue to expand our reach in the international markets, we remain dedicated to providing the Indian consumers with premium products that offer great taste. Hide & Seek has been our flagship brand in the premium sweet cookies segment and we are thrilled to introduce this new campaign to our audience. We believe that the ‘Start your story with Hide & Seek’ campaign will help strengthen the brand’s position in the market and reinforce our commitment to delivering the best chocolate experience to our consumers.”

DDB Mudra Group chief creative officer Rahul Mathew added, “Hide & Seek cookies have been synonymous with the best chocolate experience in the sweet cookie segment for years. Our aim with this campaign is to remind our target audience to not hide from the one they seek. The film portrays this message in a charming, lively, and enjoyable way.”

As one of India’s leading manufacturers of biscuits and confectionery, Parle has built a reputation for delivering both health and taste with their wide range of products. Hide & Seek Chocolate Chip Cookies, the first brand of Parle in the premium sweet cookies segment, has grown to become synonymous with the best chocolate experience in the sweet cookie category, and the new campaign “Start Your Story” highlights the brand’s iconic status. With the new TVC featuring tennis players sharing a playful moment over cookies, Parle aims to connect with its target audience and reinforce Hide & Seek position as the preferred choice for consumers in the premium chocolate cookie category.

Mumbai: Henlo, the D2C brand of Supertails.com, a full-stack tech-enabled pet-care start-up, has launched a new campaign – #KnockKnockItsHenlo, that’s sure to make tails wag! The heart-warming digital campaign showcases the brand’s commitment to bringing joy to the homes of pet lovers in a quirky and emotional way. The star of the show is the adorable dog delivery boy “Milo” and the campaign perfectly encapsulates the brand’s mission of delivering high-quality pet care products with a furry twist.

In this campaign, Milo embarks on a mission to bring joy to dogs and their loving pet parents across the city. Pet parents received a unique surprise as he stood at the doorstep with their latest order. Milo encouraged wagging tails of pets to wide-eyed astonishment of pet parents through his visit as Henlo’s unique delivery method created a “pawsitive” impact on pet lovers across the city.

On the launch of their new campaign, Supertails.com co-founders Varun Sadana, Aman Tekriwal, and Vineet Khanna said, “The idea behind #KnockKnockItsHenlo campaign was simple, we wanted to bring a smile to the faces of our customers, and their reactions in the video said it all. Through Henlo, our mission has always been to hunt for ways to make nutrition so effective that our pets live their happiest, healthiest, and longest lives. At Supertails’, we will continue to focus on our consumers’ experiences and enable the needs of the ever-growing pet parenting community.”

Henlo’s quirky delivery method and emotional impact are the perfect embodiment of Supertails’ commitment to holistic pet care in India. From pet food and supplies to specialized and trustworthy veterinary care and behavior training, Supertails is the one-stop-shop for all your pet care needs. And with the Henlo dog delivery boy “Milo”, they’re delivering the services in the most heart-warming way possible.

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Mumbai: Mia by Tanishq, India’s leading conscious fine jewellery brand, has recently launched a new campaign to promote their latest collection, Nature’s Finest. The new line celebrates the detoxifying, relaxing, and rejuvenating experience one can get from nature, especially amid bustling city life.

Inspired by the beauty of vertical gardens, city parks, and urban forests, this multi-colour palette collection made in 100% recycled gold is a true tribute to nature found in cities. The campaign film showcases the various products in the collection, starring in trend gems – emerald – that represent nature and underscores the promise to use 100% recycled gold in all Mia products.

Urban living has its perks, but the hustle and bustle, noise, and pollution can take a toll on our well-being. Gen Zs are always on the lookout for ways to connect with nature and find calm amidst the chaos. The campaign’s warm tones, breezy and light feel, the balance of urban landscapes and greenery, and seamless product-focused shots inspired by elements of nature make it the perfect jewellery collection this summer.

The campaign film showcases the brand’s unwavering commitment to diversity, equity, and inclusion. The 60-second film features a diverse range of models and situations, inspiring viewers to embrace their unique differences and celebrate inclusivity. It highlights the unique perspectives and beliefs of different groups for a greater understanding and appreciation of the richness and complexity of human experience. It is a celebration of difference.

The film’s opening scene truly captures the beauty and the importance of reconnecting with nature. Amidst the urban lock-ins, the protagonist’s eagerness to step into the fresh air and embrace the vast green fields is truly relatable. The visuals represent the stark reality of busy city life and how we often lose touch with the simple things in life. The film showcases how nature helps you build on your love through the sequence consisting of a same-sex couple of two women of different ages, who are shown planting houseplants and nurturing their home with love. The woman featured in this third segment is a true inspiration when it comes to tending to one’s personal growth. Just like how she takes stock of her plants’ growth, she also takes time to reflect on her personal development. The final segment features a typical girl next door coming home from a hectic day at work, feeling stressed and exhausted. Instantly, the trees rustle, and the sunlight shines through the leaves, showing her the bright side of life.

The new Nature’s Finest collection by Mia reflects the brand’s commitment to sustainability, diversity, and inclusion while being aesthetically pleasing and fashionable. The collection is a perfect choice for the summer and the upcoming Akshaya Tritiya.

Elaborating further on the campaign, Mia by Tanishq business head Shyamala Ramanan says, “With the rise in hustle culture and city stress, nature provides the perfect escape to detox and rejuvenate the mind, body and soul. Our latest range of chic nature-inspired designs with on-trend natural emeralds is a representation of the current generation who are obsessed with greening up the urban concrete jungle and their surroundings; not only for aesthetic reasons but because they truly believe that connecting & giving back to nature enhances wellbeing.”

Speaking on the thought that went behind the film, Famous Innovations Creative Head Melvin Jacob comments, “Nature never rushes, yet everything happens right on time. In the city rush, this is something we often forget. When the Mia team shared their beautiful nature-inspired range with us, we wanted to do justice with a film that’s equally light and inspiring.”

The film was shot digitally adhering to all safety norms to ensure a safe filming experience for everyone.

Mumbai: Beverage brand, Mountain Dew has unveiled a path-breaking anthem brought to life by Punjabi singer and youth icon, Guru Randhawa. The captivating anthem is an ode to the land of courage, Punjab and celebrates the indomitable spirit of Punjabis, custodians of courage themselves. An extension of Mountain Dew’s mantra of ‘Darr Ke Aage Jeet Hai’, the anthem epitomises the unstoppable, inextinguishable, and valiant persona of the people of Punjab and echoes the sentiment of conquering every fear with grit and determination.

The riveting anthem titled ‘Darr Nu Darra’ is a homage to the Punjabis, who pride themselves on their courage and truly personify the essence of ‘fear itself should fear the courageous’. Chiming in an encouraging wordplay with ‘Hum Darr Se Aage, Darr Humse Bhaage’, the gripping musical number exemplifies the unwavering passion of the land of Punjab and the power that resides with its youth – one that allows them to conquer their fears and follow their dreams with irrepressible self-belief. Standing by them with the energy of ‘Jeet Le’, the song inspires an entire generation to move beyond hate and fear, to rise above and be courageous.

The anthem launch is accompanied by a music video featuring musical sensation Guru Randhawa and stirring visuals from Punjab itself that reflects the unwavering, vivacious, and stout-hearted spirit of the youth that never backs down from a challenge, come what may. To amplify the anthem across the state, Mountain Dew will also be unveiling promo packs in Punjab that will offer 150 ml free on the purchase of a 250 ml PET bottle.

The upbeat and vibrant anthem is set to become an inspirational number for generations to come, as it strikes a chord with anyone who has ever faced a challenge or obstacle in their lives. From the gripping music score by Sneha Khanwalkar, to the soul-stirring vocals by Guru Randhawa to the hard-hitting lyrics of the song penned by Irshad Kamil celebrating Punjab’s strong-will and free-spirit, the anthem has already garnered millions of views on YouTube and Instagram within hours of its release.

Speaking on the anthem, Mountain Dew, PepsiCo India category director Vineet Sharma said, “Mountain Dew has always inspired youth to conquer their fears with courage, and win! Punjab and Punjabis have always been known for their bravery and courage. With the new anthem, we salute the land of Punjab and the people of Punjab for their courage. We are thrilled to have Guru Randhawa as the voice, Sneha Khanwalkar as the music director and Irshad Kamil as the lyricist for bringing alive this song of courage of Punjab. Nooran Sisters and Lazer X contributed towards the anthem. We hope that this song will inspire the youth of Punjab to believe in themselves, and conquer with courage, soaring higher than ever before!”

Commenting on the anthem, singer Guru Randhawa, said, “I am extremely thrilled to associate with Mountain Dew, a brand that has spoken to me in the moments where I found victory over fear. Their philosophy of ‘Darr Ke Aage Jeet Hai’ has always struck a chord with me. I am honored to be a part of this powerful and inspirational anthem. It celebrates the inborn self-belief and determination that youngsters possess and encourages the youth to conquer their fears and follow their dreams. I hope that this anthem inspires the youth to be courageous and chase their dreams with passion and zeal.”

“As Punjab is known as the land of the bravehearts and Mountain Dew is synonymous with courage, creating an anthem that integrates both, was an exciting brief to work on. We are proud to have brought it to life with this gripping anthem and it’s been amazing to work on such a powerful campaign that takes the brand proposition to the next level” said Leo Burnett Group Executive creative director Mayuresh Dubhashi.

Mumbai: Pathkind Labs, a renowned name in the world of diagnostics, has released a digital film that is a part of the brand’s long-standing campaign, ‘Hum Fark Nahi Karte’. The campaign has been conceptualised and executed by Social Panga, the integrated creative and digital marketing agency.

The series propagates bringing about equality and changing mindsets while raising voices against social stigmas, taboos, and other aspects of discrimination. The latest in the series drives the narrative towards the plight of North-east Indians prone to varying facets of discrimination stemming from racial and cultural biases.

The film encircles the prejudice faced by Emmanuel who hails from Mizoram and has travelled to the northern region of the nation to make his career in the diagnostic industry as a phlebotomist. Being an open letter to the unfairness with which north-eastern Indians are treated in their own country, the film banks on humane qualities like friendship, kindness, forgiveness, and others that enable one to transcend bigotry and step into a future that is equal.

Speaking of the perspective-defining approach, Pathkind Diagnostics Pvt Ltd MD and CEO Sanjeev Vashishta stated, “We at Pathkind are of the firm conviction that discrimination of any sort, whether it is on account of colour, religion, creed, caste, or gender of the people should be stemmed forthwith. We are a company of people who believe in the doctrine of ‘One country – One people. What makes our country so fascinating is its vibrant and kaleidoscopic culture which binds us all to bring out “Unity in Diversity”. To uphold our belief, we offer all our team members equal opportunity to grow and shine in their respective domains”.

Social Panga co-founder Himanshu Arora – the brand’s digital marketing agency, said, “It gives us immense pleasure to be associated with Pathkind Labs for such endeavors not only to bring about societal change but also constitute a powerful voice that shall keep echoing in the times yet to come. While the film focuses on one set of communities facing discrimination, our digital outreach for this film, transcended into sensitising people about larger cultural discrimination that’s rampant in our country while staying focused on spreading the message of access to good healthcare for all”.

The film will be promoted across all digital channels of Pathkind Labs and its partner networks.

Mumbai: We often land into situations wherein we ask someone to make a promise. We even prod at times, seeking the highest level of commitment for us to be completely assured. ‘Mother Promise’ is accorded as one of the highest levels of commitments amongst promises. Why not make a Mother Promise over a Mother Dairy Ice Cream, which stands for superior taste and quality? Taking this insight to the creative board, Mother Dairy, country’s beloved milk and milk products major, is all set to roll out a new ice creams campaign – #MotherPromise – targeting consumers across varied age groups. 

The campaign, conceptualised by Ogilvy India, comprises two TVCs that distinctly curate the thought of making a superlative commitment. The six week-long campaign quirkily passes on the thought of making promises over an ice cream while standing up to the promise of offering best-in-class milk-based ice creams to its consumers.

Talking about the new campaign, Mother Dairy MD Manish Bandlish said, “At Mother Dairy, we take pride in offering 100 per cent milk-based ice creams made with best-in-class ingredients. We have always assured our consumers of a superior taste experience & unmatched quality from all our offerings, and we stand by it. For decades, our consumers have reciprocated this trust with love & conviction. The new campaign is our attempt to live up to our promise and further strengthen the trust in a way that even our consumers can stand by, similar to honouring the highest degree of assurance – a ‘Mother Promise’. Going forward, we will be integrating the campaign thought of ‘Mother Promise’ across various categories of our dairy portfolio.”

Mumbai: Dr Reddy’s Laboratories Ltd. announced that it has roped in fitness enthusiast, actor and philanthropist, Sonu Sood as its brand ambassador for Rebalanz VITORS. It has also released a new TV campaign starring him that sends out the message of making an informed choice for an active lifestyle.

Launched in 2018, Rebalanz VITORS has grown rapidly to occupy a significant market position in the Ready-to-Serve fruit beverage segment, among existing and new players. Rebalanz VITORS with essential electrolytes and minerals help replenish essential salts in the body. It comes with 38 per cent less sugar. While a healthy diet and daily exercise are vital to living a healthy lifestyle, it is equally important to keep one-self hydrated. Due to the exertion of exercises and sports, the body gets dehydrated via excessive sweating. Rehydration is necessary to enhance energy and help overcome fatigue. Rehydration is achieved more effectively when electrolytes are added to the rehydration fluid. Replenishing electrolytes is pivotal in managing dehydration Rebalanz VITORS is available at chemist stores in Andhra Pradesh, Telangana, Karnataka and Orissa and on Big Basket.  It comes in two different refreshing flavours – Apple and Orange.

Sonu Sood said, “I am delighted to be partnering with Dr Reddy’s, a brand which echoes my views on fitness and adopting a healthy lifestyle. I have always advocated making the right choices in life and trust Rebalanz VITORS to be the perfect rehydration partner for all health-conscious enthusiasts.”

Dr Reddy CEO –of branded markets (India & Emerging Markets) M.V. Ramana said, “Sonu Sood is known for his dedication to fitness and health. We are happy to partner with him and announce the face of Rebalanz VITORS. With increasing consciousness in India about health and healthier alternatives for daily nutrition, Rebalanz VITORS becomes the partner to help in rehydration. Through the association, we are happy to engage with more consumers and help them make an informed choice, in keeping with our purpose of ‘Good Health Can’t Wait’”.

The TVC campaign was conceptualised and executed by TBWA Worldwide. The campaign is live and being aired on TV in Andhra Pradesh, Telangana, Karnataka and Orissa.

Mumbai: With World Book Day being celebrated on Sunday, 23April, Amazon.in has announced its yearlong #GiftABook campaign. With the aim to inspire the culture of reading and gifting books in India, the campaign focuses on the significance of giving a gift that keeps on giving. Customers can discover books across genres and age groups with a host of exciting offers and deals on the specially curated gift of a book storefront. This initiative by Amazon.in is part of its ongoing effort to ‘Make India read.’

Amazon

To kick off the campaign, a digital video was launched earlier this year that captures the journey of a young girl showcasing the impact of books gifted to her at various stages in her life that help shape her story. The video emphasises that books are gifts that never go out of fashion and highlights the many benefits of reading, such as enhancing curiosity, developing imagination, generating new ideas, and building character. Check out the campaign video here.

Amazon India director of media Rajarshi Guin expressed his enthusiasm for the campaign, “We are committed to contributing to building a nation of readers. Reading helps in developing imagination, enhancing curiosity, generating new ideas and building character. These are some of the many reasons why Books are great gifts. At Amazon, we are passionate about Books and we are working with sellers, publishers and authors to bring alive our vision of making India read more. Our campaign #GiftABook is a small step in this long journey to spread the love of reading. Customers can visit our website and app to browse through millions of titles across genres and languages to select a book for themselves and their loved ones.”

Award-winning author Sudha Murthy said, “If you buy a book, you’re buying knowledge in a way. Books give you comfort, knowledge and a kind of flexibility—you can read whenever you have time. It’s an amazing gift. I always tell every mother that if you want her children to spend their time in the right way at the right age, then they must learn the habit of reading and to read you should have books. I believe people who have books are the richest people because they have the wealth of knowledge. Please read a book, please buy a book.”

This World Book Day, customers can also find eBooks, audiobooks and physical books in multiple Indian languages such as Hindi, Tamil, Marathi, Malayalam, Gujarati & more and across genres on the specially curated storefront on Amazon.in from 16 – 25 April 2023.

Amazon

Mumbai: Chaayos, India’s largest and most loved chai cafe chain, has recently introduced a new summer beverage called the Chai Frappe, with an equally unique and refreshing campaign #AisaBhiHoSaktaHai. This refreshing chai frappe boasts a rare fusion of the kick of chai and the cool and creamy goodness of frappe, challenging the preconceived notion that chai should only be served hot. Urging people to think beyond their limitations, the #AisaBhiHoSaktaHai campaign celebrates creativity and innovation by challenging stereotypes, with an unconventional twist on what to expect at Chaayos.

Known for its innovative and unique tea offerings that cater to the taste buds of tea lovers across India, Chaayos has yet again demonstrated its commitment to pushing the boundaries of the traditional tea category with the launch of chai frappe. The chai frappe is an inventive twist on the classic chai, providing a refreshing and indulgent experience that is perfect for beating the heat. Chai frappe is available in three refreshing flavours – caramel, dark chocolate and magic spice.

The launch campaign showcases the beauty of the unexpected through a simple yet powerful tagline #AisaBhiHoSaktaHai, urging people to let go of their biases and open themselves up to new possibilities. Through its vibrant visuals and catchy tagline, #AisaBhiHoSaktaHai is a reminder that the world is full of endless possibilities, and that we should never be afraid to step out of our comfort zone and experience the extraordinary.

Exploring unexpected moments of magic, #AisaBhiHoSaktaHai features two short films as well as a series of engagements through a digital-led campaign. In the first film, we show two girls having a conversation at Chaayos, where one girl is snacking and the other one is having her Chai Frappe. Suddenly, one of them spots three monks performing Tai Chi inside the café holding chai cups. The girl excitedly calls out Chaayos mein ‘Tai-Chai’ ho raha hai! The conversation leads to the discovery of Chai Frappe and the realisation if Chai and Frappe can happen, then a Tai Chi class in a Chaayos café can also happen. The second film shows an Astronaut standing in line for his cup of Chai at Chaayos. He is seemingly looking out of place in his spacesuit. As one on-looker gawks at the situation, his friend tells him anything is possible, including the unbelievable combination of Chai and Frappe, emphasizing that #AisaBhiHoSaktaHai.

Chaayos co-founder Nitin Saluja said, “We at Chaayos are thrilled to launch our newest product, the Chai Frappe, and our #AisaBhiHoSaktaHai campaign. This campaign aims to break free from the traditional stereotypes that limit our thinking, and encourages everyone to explore new horizons. Through #AisaBhiHoSaktaHai, Chaayos hopes to inspire their customers to challenge conventional thinking about chai and embrace new possibilities. The Chai Frappe is a perfect embodiment of this philosophy – a refreshing summer drink that blends two seemingly disparate elements to create something truly unique. The Chai Frappe is a testament to the brand’s commitment to innovation and excellence, and we believe it will be a refreshing treat for tea lovers this summer.”

The creative campaign has been designed by Wondrlab India. The digital-led campaign includes two short films as well as multiple promotional and teaser campaigns that build on the element of surprise and possibilities.

Co-founder and chief creative officer Amit Akali and Wondrlab content director of content platform Mandar Sawant said, “The thrill started when we first tasted Chai Frappe ourselves and it totally amazed us. We wanted to create something as refreshing as the product itself, keeping the unique tone of voice of brand Chaayos that’s relatable and quirky at the same time. Our main campaign thought ‘Aisa Bhi Ho Sakta Hai’ allowed our imagination to go crazy and turn situations like monks performing ‘Tai Chai’ and an astronaut landing at Chaayos into a reality.” 

These films’ director Rishabh Dubey added, “It was exciting to bring to life the wacky idea of characters like astronauts and monks inside the Chaayos cafe. It was also challenging to make them look as real as the drink, Chai Frappe itself.”

As an extension of the campaign, Chaayos has collaborated with several Indian brands including Sugar Cosmetics, My Glamm, Colorbar, The Hosteller, EazyDiner, Spotify, Bharat Matrimony, Wingreens, and more, encouraging them to showcase their own #AisaBhiHoSaktaHai moments in their product offerings. An influencer campaign has also been launched, sharing their real-life #AisaBhiHoSaktaHai moments, which they never thought were possible but made it happen.

Mumbai: Bata India, has unveiled its latest 24×7 glam collection with a campaign film featuring its brand ambassador, Disha Patani. With the launch of this new collection featuring Bata Red Label, Bata Comfit and Naturaliser, Bata India has solidified its position as a fashion-forward brand that offers stylish and comfortable on-trend footwear.

The ‘So Stylish, So Comfortable’ 24×7 glam collection has been specially curated keeping in mind the need for both, style & comfort for the contemporary Indian women. The latest collection is inspired by international trends and offers versatile styles of heels such as pump, square toe, block, platform, chunky and angular.

Bata India Limited VP, marketing & customer experience Anand Narang said, “With new-age styles, the 24×7 Glam Collection addresses our customers’ need for international styles having fashionable colour-pop heels blended with comfort. The latest collection offers a delectable palette of colors from Bata Red Label & Bata Comfit such as fuchsia, lavender and elegant pastels. Along with being stylish, the new collection boasts of added comfort offered by Bata Comfit’s patented Active Walk and Memory Foam insole. From block heels, platforms, sneakers to stylish pump shoes, Bata’s 24X7 Glam Collection has it all”, Narang added.

With today’s fast-paced world and changing lifestyles, women are looking for footwear options that are both stylish and comfortable. Whether dressing up for a party in high block heels or stepping out for business as usual in all-day comfort wear, the 24×7 glam collection blends style with comfort to fulfill both their fashion and functional needs.

Conceptualised by Contract Advertising India, the campaign film successfully captures the essence of the versatile 24×7 Glam collection. It features Disha seamlessly transitioning between different roles throughout the day, whether it is an action-packed scene in a shoot, a talk show appearance, a house party, or a leisurely stroll. Set to the beat of, “It’s got to be Bata”, penned down by the celebrated lyricist, Amitabh Bhattacharya, the film effectively showcases the new collection and rightly conveys the tagline ‘So Stylish, So Comfortable’.

Contract Advertising India executive VP and managing partner Subho Sengupta said, “Footwear is often thought of as a trade-off between style and comfort. However, in today’s fast-paced world, women need shoes that are both stylish and comfortable. In the campaign film, Disha elegantly displays the collection’s shoes while shooting, appearing on talk shows, or simply socialising with friends.”

The 24×7 glam collection can be shopped across Bata’s retail and partner stores pan India, leading marketplaces and through its website, bata.in.