Mumbai: Bisleri International Pvt Ltd, one of the first consumer goods companies to become plastic-neutral and water positive, has unveiled its sustainability campaign – Bisleri Greener Promise. The campaign highlights the role of Bisleri as a responsible corporate committed towards water security, plastic recycling and creating a circular economy.
To strengthen its mission of a greener future for all, the campaign highlights the journey of Bisleri International towards used plastic by upcycling it into apparels, school bags, benches, amongst others. Besides, it showcases the work undertaken towards conserving water and building check dams, creating a greener prosperity for generations to come.
Commenting on the new campaign, Bisleri International Pvt Ltd CEO Angelo George said, “At Bisleri International, sustainability is a fundamental value guiding all our actions. We take immense pride in our achievement of becoming a plastic-neutral and water-positive enterprise. Our innovative practices, strategic partnerships, and dedicated teams have helped us to successfully offset our plastic footprint and replenish more water to the environment than we consume in our operations. However, we recognise sustainability as an ongoing journey. We are committed to improving our practices by embracing innovations as part of the Bisleri Greener Promise to create a better world.”
Commenting on the creativity of the campaign, CCO India of 82.5 Communications CCO India- Anuraag Khandelwal said, “Apart from being synonymous with drinking water, Bisleri, over the years, has created as much heart space as mind space, with consumers. Besides being the nation’s most loved packaged drinking water brand, Bisleri’s consistent efforts to give back to the planet are also unmatched. This is a curtain raiser for the world to see what Bisleri does in silence for the world it envisages. The bird is a mascot of the world Bisleri is creating and its proud journey to becoming Plastic Neutral and Water Positive. The message is conveyed in true Bisleri style, without being ‘gyaani’.”
Conceptualised by 82.5 Communications, the campaign will be promoted across digital platforms and blogs. The aesthetically shot film showcases the company’s initiatives and priorities, which are aligned with the United Nations Sustainable Development Goals.
Mumbai: PURE EV, a Hyderabad based Electric Vehicle Two-Wheeler (EV2W) company, has launched a new brand loyalty campaign for its customers called “#HappywithPURE”. The ten week campaign was launched on the auspicious occasion of Ugadi/Gudi Padwa and will run till 31 May 2023.
By participating in the campaign, customers of PURE EV stand a chance to earn assured PURE gift vouchers worth Rs 5,000 and also automatically get selected for the lucky draw to win multiple brand new PURE products: eTryst 350, ecoDryft and ePluto 7G Pro. The company is allowing old gen customers to upgrade to new gen AIS 156 certified systems.
PURE EV co-founder and chief executive officer Rohit Vadera said, “The genesis of this campaign is rooted in our recently released Impact Report wherein we observed that customers of PURE EV vehicles on average were driving more than a regular ICE two-wheeler consumer per day and at the same were saving around Rs 40k. As a token of appreciation, we wanted to reward our customers for making us an important and extensive part of their daily lives.
Moreover, we have received tremendous response and more than 5000 bookings for our latest launch, ecoDryft – India’s most affordable electric motorcycle. We wanted our loyal customers to also stand a chance to win this new motorcycle along with the upcoming ultra long range(150 km) electric scooter, ePluto 7G Pro and our premium electric motorcycle, eTryst 350.
The response has been overwhelmingly positive with more than 10,000 customers having shown interest in participating. We are sure of breaching the 40,000 customers mark before the end of this campaign.”
PURE EV has been expanding both its product portfolio and available via their more than 130 dealerships across Pan India.
The company plans to further expand its footprint across 300 cities by the end of 2023.
Mumbai: Global smartphone giant, vivo, has launched a heart-warming film for its latest innovation, the vivo V27 Series, India’s first phone that captures stunning photos with its industry-first Wedding Style Portrait Feature.
Boasting of stunning looks, a 120Hz 3D Curved Display and an Ultra Slim Design, the new V27 Series is the perfect phone for anyone who wants to make memories of their special day even more spectacular. The campaign which follows an earlier film featuring Virat Kohli, has been created around the idea of ‘The Spotlight Phone’ and stars Karan Wahi in a playfully touching film.
Conceptualised by Havas Worldwide India, the film revolves around Karan Wahi helping his bride-to-be, Anya Singh, celebrate the wedding ceremonies and sharing each of these moments with her brother who is unable to attend the wedding. Although the brother is sad to miss his sister’s wedding, he is still a part of every moment via the stunning portrait photos taken using the vivo V27 phone, experiencing all the festivities first-hand.
vivo India head of marketing communications Karun Arora said, “At vivo, consumer orientation is the centre point of all our work and we’ve always believed in offering products that add value to our consumers lives. A practice that encourages us to proactively study their needs, lifestyle and most importantly culture. Speaking of culture, Indian weddings are a great source of inspiration for us. Wedding photos capture a moment that’s gone forever, and we at vivo want to be a part of that journey that even if consumer look at a picture for a second and think of it all his life and for the same we are delighted to launch a phone that is designed specifically to bring the best out of our beloved wedding moments with India’s 1st Wedding Style Portrait Feature. Our beautiful film endorses its use to perfection giving us the confidence that our young audience will love putting their wedding moments in the spotlight with their V27 Series smartphone.”
Talking about the campaign, Havas Worldwide India chief creative officer Anupama Ramaswamy said, “Our latest campaign for the vivo V27 Series is an ode to the big fat Indian wedding. It is a wholesome, sweet and emotional take on how all the precious moments of an Indian wedding are incomplete without your loved ones, especially a close sibling. The sleek look of the phone along with the smart wedding styles add to the charm of the film, presenting the phone as a must-have for the wedding season. As a story, we believe a lot of people will be able to connect with it instantly.”
Mumbai: Lee Cooper, a fashion brand, has launched its summer campaign for 2023, with the theme “Life Is Out There”. To promote the campaign, Lee Cooper has launched a series of digital and social media activities, including a video campaign, influencer collaborations, and a hashtag campaign #LifeIsOutThere.
The campaign encourages people to step out of their comfort zones, embrace new experiences, and live their lives to the fullest. The film captures the essence perfectly as it shows a group of friends on a road trip in a yellow vintage Microbus. The treatment of the video brings alive the core theme of ‘Life Is Out There’ effectively. The carefree yet smooth vibe grows on the viewer. The wanderlust is reflected through their journey as they head to a variety of outdoors like beach, forest & lake side; basically highlighting the theme of the campaign “Life Is Out There”.
The “Life Is Out There” campaign features a range of stylish and comfortable summer wear, including denim shorts, printed t-shirts, and breathable dresses, all designed to help people stay cool and stylish in the summer heat. The collection is available online and in Lee Cooper stores and Ajio.
The brand is also planning to host a series of Airport activities in collaboration with Vistara and Indigo, summer events, including campaigning activities, beach parties, and outdoor concerts, in select cities pan India.
Makani Creatives executive creative director copy – Anant Medepalli said ” Lee Cooper was the go to denim brand for rockstars. Rebellion and experimentation are woven into the brand. We have given rebellion a fresh spin. With a vibrant campaign and film that exude energy. There are no directions in life. As the song goes, live for the flow and your heart shows the way. Life’s out there. It’s about exploring new places. It’s also about leaving your comfort zone and embracing all that life offers”
Makani Creatives servicing head Neville Suraliwal said, “The campaign believes that life is all about taking risks, trying new things, and living in the moment. Our Summer Campaign, ‘Life Is Out There’, is all about inspiring people to do just that. Whether you’re exploring a new city, hitting the beach, or just hanging out with friends, we want you to feel confident and stylish in your Lee Cooper gear and enjoy all moments of because #LifeIsOutThere”
Reliance Retail head of marketing, fashion & lifestyle Jayesh Sali said, “We want to inspire people to embrace the spirit of adventure and explore all the exciting things the world has to offer. This Film also talks about how a group of friends are going on a road trip, hitting the beach, or just enjoying a day out with friends, we want to help you look and feel your best.”
Mumbai: Thums Up has unveiled a new power-packed campaign ‘Toofan Glass Mein Nahin, Glass Se Peete Hain’. This campaign exhibits the experience of consuming Thums Up from the Returnable Glass Bottle (RGB). The new campaign features Shahrukh Khan, and Vijay Deverakonda bringing out the TOOFANI adventure.
With a legacy of 45 years in India, Thums Up is known for its brave and adventurous spirit, nudging the audience to stay resilient and strong in the pursuit of their dreams. In line with The Coca-Cola Company’s ‘Beverages for Life’ strategy, the company continues to work towards rapid product innovation and packaging choices complemented by extensive market research and testing.
The campaign encourages consumers to have the ultimate TOOFAN experience by consuming chilled Thums Up from the returnable glass bottle, which further enhances its strong taste with the rising fizz.
Coca-Cola India & Southwest Asia senior category director sparkling flavors Tish Condeno said, “Thums Up is India’s very own homegrown brand and we are thrilled to bring forth the experience of relishing our chilled beverage with power-packed TOOFAN from returnable glass bottles. The campaign featuring our favourite Shahrukh Khan and southern superstar Vijay Deverakonda resonates with the brand’s ideology of experiencing THUNDER from a chilled returnable glass bottle.”
The launch of the new campaign reinstates the brand’s focus on providing consumers with an unparalleled consumption experience directly through glass bottles. Returnable glass bottles (RGB’s) are part of The Coca-Cola Company’s commitment to accelerate circular solutions for packaging. The Company’s World Without Waste strategy focuses on the entire packaging lifecycle—from how bottles and cans are designed and produced to how they’re collected, recycled and repurposed.
Ogilvy India (North) chief creative officer Ritu Sharda said, “Thums Up is the strongest drink in the market, and the whole act of SRK and Vijay Deverakonda grabbing a Thums Up glass bottle from the chiller, and just having it straight up felt raw and strong. Also, that pop sound of the crown flying off, watching the fizz rise up like a storm, the feel of the cold rim against your lips, and the thundering taste, of course, all adds to the Thums Up experience in a glass bottle, and we wanted you to experience that. Those of us who have had a chance to drink from the glass bottle, perhaps know that feeling, but for a whole new generation of Thums Up lovers, who still don’t know, here’s the truth -” Thums Up peene ka Mazza glass mein nahin, glass se aata hai.”
The new campaign has been brought to life through integrated 360-degree efforts across TV, social, digital, and OOH. The TVC revolves around the enriching experience of drinking the toofani beverage – Thums up, directly from the chilled glass bottle. This campaign is building on the brand’s recent campaigns on strong taste and how Thums Up pairs well with the strong flavours of biryani.
Mumbai: Sensodyne, a leading oral care brand from the house of Haleon (erstwhile GlaxoSmithKline Consumer Healthcare), initiated a campaign from 13 to 31 March 2023 to celebrate ‘World Oral Health Day’. The campaign ‘BeSensitiveToOralHealth’ was initiated to educate the consumers about the need for proactive oral care and to enable them a basic dental consultation.
Team Sensodyne has planned approximately 500 dental camps to create awareness about basics of dental hygiene and oral care in 70 cities in all four regions of India, targeting around 5,000 patients. Also, in partnership with over 100 dental colleges and approximately 3000 dental clinics in 85 cities, Sensodyne has planned free dentist consultations for around over 1 lakh consumers across India. In partnership with Practo, team Sensodyne is targeting to provide free dental consultations to almost 30,000 people.
Commenting on the success of the campaign, Indian Sub-continent Haleon (erstwhile GlaxoSmithKline Consumer Healthcare) head of marketing– oral care Anurita Chopra said, “Sensodyne has been a trusted brand in India for more than a decade now, known for its approach of driving condition education among consumers. This World Oral Health Day, our mission was to educate people about the need for better oral health, thus improving their quality of life. While we have become sensitive to our overall health, we still ignore oral health and hygiene which is a critical part of our overall health. Through this campaign, we were able to encourage people to take charge of their oral health & hygiene.
Haleon (erstwhile GlaxoSmithKline Consumer Healthcare) category head – oral healthcare Bhawna Sikka also expressed her excitement on the success of the campaign and said, “We believe that everyone deserves to have access to good oral care, and hence with ‘BeSensitiveToOralHealth’ campaign, we succeeded in empowering Indians with the right knowledge and solutions to take better care of their oral health and providing them access to dental consultation. These initiatives are a reflection of our commitment to improving oral health outcomes and creating awareness about the importance of maintaining good oral hygiene.”
Mumbai: Reckitt, the global leader in consumer-healthcare, has announced the expansion of The Durex Birds and Bees Talk programme (TBBT), which is directed towards the adolescents between the age group – 10 to 19 Years, in the states of Gujarat and New Delhi. In partnership with ASSOCHAM Foundation For Corporate Social Responsibility (AFCSR), the programme aims to reach 15 million adolescents this year across the two states. To mark the expansion, the programme has also launched its theme song – ‘Protected’ that focusses on five key pillars built within the curriculum – consent, equity, inclusion, awareness and protection.
The Durex Birds and Bees Talk programme released its first Social Return on Investment (SROI) Evaluation Study Report, highlighting that every one invested into the programme delivers 24.40 in social value. Led by Plan India and Reckitt, the programme has been implemented in six North East States (NES) of Arunachal Pradesh, Meghalaya, Manipur, Mizoram, Nagaland and Sikkim. Through offline and digital platforms, TBBT has reached four million youth till date across these states. Launched with the support of respective state governments, TBBT has a two-level interactive, animated curriculum that covers growing up and life skills, to promote the core principles of inclusion, awareness, consent, awareness and protection.
Reckitt South Asia executive vice president Gaurav Jain said, “At Reckitt, we are committed to helping adolescents as they encounter a range of life-changing experiences that necessitate coping and adaptation. Over the last three years, the Durex Birds and Bees Talk programme, implemented in partnership with Plan India across North-Eastern states, has been focussed on imparting growing up life skills to adolescents and youth. The programme yields a social value of 24.40 for every rupee invested, which is an indicator of the trust that the programme has generated among its stakeholders and promises the possibilities of greater heights to be achieved with a solid foundation. We are positive that our partnership with AFCSR will help us replicate the success of the programme in the states of Gujarat and New Delhi and educate students, as we target to achieve UN Sustainable Development Goals three (Good Health & Well-being), four (Quality Education), and 5 (Gender Equality).”
ASSOCHAM Foundation For Corporate Social Responsibility (AFCSR) secretary general, ASSOCHAM & trustee Deepak Sood said, “We are delighted to partner with Reckitt for one of their most successful programmes – The Durex Birds and Bees Talk and take it forward in various districts across Gujarat and New Delhi. As part of the programme, we aim to empower over 15Mn adolescents with the right knowledge of power, protection, and pleasure to ensure their health, well-being, and development. The programme will generate awareness amongst students about healthy behaviour, make informed decisions, knowledge about consent, and develop equity and inclusivity with the help of pop-cultural references, engaging with youth influencers and using technology for communication.”
Plan India executive director Mohammed Asif said, “Plan India has been working for more than two decades to improve sexual and reproductive health services and rights for all children, adolescent girls and young women and men in different parts of India. Our long-standing partnership with Reckitt has helped us create significant impact through the TBBT programme in the states of North-East. The programme has been successful in helping students in enhancing practices relating to safe hygiene and health and gaining a deeper understanding about body anatomy and physical changes experienced during puberty. We are happy to see the programme growing and hope to continue driving ground-level change with various partnerships.”
Key highlights from the report:
For every ₹1 invested in The Durex Birds and The Bees Talk Programme delivers 24.40 of social value
Through offline and digital platforms, TBBT has reached four million youth, 4000 teachers and more than 2000 schools till date.
Through digital activation, the programme has been able to reach out to 320 million people across the nation
83.85 percent increased ability among students to recognise and address gender roles and stereotypes
44.41 percent increased awareness about harmful effects and consequences of substance abuse among students
84.38 percent increased technical knowledge regarding growing up life skills curriculum in teachers
57.03 percent acceptance of students of other sexual orientations and gender identities
New Delhi & Guwahati became the top sources of conversations about the programme
TBBT programme has established a strong online and offline presence. Its efforts have resulted in the programme making an 87 percent increase in its reach over the year and positive sentiments ahead by 50 percent
Rahul Rajkhowa, one of the most written about artists from Northeast India for his music addressing social and environmental issues, has created the theme song for TBBT programme to help set a strong foundation for this initiative in the states of Gujarat and New Delhi. Music has been the best source of communication since the beginning of TBBT and the newly launched song shares the crucial message of acquiring the right knowledge of power, protection and pleasure to ensure healthy development and wellbeing. Rahul has successfully brought the right mix of youth lingo along with the programme messaging, paired with a catchy beat. The song has been launched on Facebook, Twitter, and Instagram, and will be shared with key influencers to help reach the masses.
The Durex Birds and The Bees Talk Programme under Reckitt and Plan India is an innovative and pioneering initiative that has focused on inculcating growing up life skills for adolescents in the north-eastern region of India. Through its systematic intervention, the programme is encouraging conversations around sexual and reproductive health among adolescents, teachers, and their community members. Adolescent girls and boys in the country lack access to information on issues affecting their lives and have limited spaces to develop competencies crucial for their active participation. TBBT programme is addressing these challenges by imparting critical and age-appropriate information, promoting healthy and safe behaviour and practices, as well as equipping adolescents with life skills, values and attitudes to become responsible adults.
Mumbai: Candere by Kalyan Jewellers, a leading jewel-tech brand, announced the launch of their campaign #NayiShuruaatHeereKeSaath on Akshaya Tritiya. The campaign introduces a quick & hassle-free solution and a problem-solving fix with Candere’s 100 per cent lifetime exchange value on diamond jewellery.
Akshaya Tritiya is considered one of the most auspicious days for purchasing gold or jewellery in the Hindu calendar. However, the ideas behind any jewellery purchase during such occasions had been strictly inclined towards gold. Candere aims to provoke a change in the outlook of owning one’s ‘pehla heera’, marking the day’s auspiciousness and new beginnings. The 25 seconds campaign film highlights the problem statement surrounding the purchase of diamonds which otherwise has this ‘wow’ factor but there is a persisting hesitation owing to the product’s resale value. The campaign primarily motivates the customers to make diamond purchases allowing them to avail the exchange offers anytime in addition to 100 percent future valuation. Candere wants to solve this particular pain point and address the doubt revolving the purchase in the customers.
Candere by Kalyan Jewellers founder & CEO Rupesh Jain said, “We are thrilled to launch this year’s Akshaya Tritiya campaign, and strongly believe that our messaging will reach out to our valuable customers. While this day is marked auspicious with the purchase of gold mainly, we at Candere want to encourage the customers to buy diamond jewellery and celebrate as well cherish new beginnings, providing them with the maximum benefits on product exchange in future.”
Candere by Kalyan Jewellers head of marketing & brand experience Akshay Matkar further added, “Marking the new beginning with Diamonds (#NayiShuruaatHeereKeSaath), this Akshaya Tritiya will not only give an extra edge to our diamond category allowing our customers to purchase from a wide collection but also avail exchange offers with 100 percent future valuation of the purchased items.”
The campaign will continue until 23 April. The campaign has exclusive offers of up to 100 percent off on making charges of gold & diamond jewellery in addition to an extra three percent instant bank discount on debit & credit cards of all leading banks.
Mumbai: Tata Gluco+, an energy drink from the house of Tata Consumer Products Ltd. has taken forward its fun and quirky style of storytelling and unveiled its first national campaign that embodies the brand’s purpose of making challenges fun. The campaign conceptualized by Wunderman Thompson, brings to light the brand promise of providing a refreshing energy shot in a differentiated cup format in four flavors Orangy Burst,Lemony Zing,Lychee Zap and newly introduced Cola Twist to help out in situations which can look challenging.
Brand film :
Tata Gluco+ new advert weaves the brand proposition in a similar slice-of-life situation – a group of travelers who run out of Petrol in a desert and seek help from a group of youngsters who are enjoying sand surfing on a hot sunny day. The youngsters energize themselves with Tata Gluco+ energy drink which gives them the instant energy to dig their way through the sand to take out petrol for the stuck tourists. The film is light-hearted and has used humor to connect with Gen Z while gamifying the brand experience through the Energy On Game On narrative.
Commenting on the new campaign, NourishCo Beverages Ltd. MD Vikram Grover said, “Tata Gluco+ has always been about a lovely energy shot when on a hot sunny day even small things can look challenging. This campaign is about bringing out the same promise in a humorous manner and gamifies the brand. We hope consumers love the TVC and the extended gaming experience that we have also rolled out on all our packs as an extension of the campaign”
Wunderman Thompson CCO Senthil Kumar added, “Tata Gluco + has created a unique brand language and celebrated quirky Indian humour while being rooted in Indianisms in all our films over the years. This new film with a refreshed tonality takes the brand language to the next level”
The new advert would be supported with a 360-degree surround plan covering TV, Digital, OOH and Cinema. The brand has used gaming technology with a Scan,Play and Win on the pack using which the consumers can scan the QR code on the Tata Gluco+ cups and get a chance to play engaging games on their phone and also get rewarded. Gaming has a high skew among Gen Z and the unique way of using gaming in the consumer journey during the campaign will help the brand meaningfully engage with the consumers.
Mumbai: Valvoline Cummins Pvt. Ltd., the original engine oil maker and a global lubricant manufacturer has always been at the forefront of innovation and research. The brand has introduced many industry-first products and unique campaigns to connect with its consumers. With the introduction of Champ 4T Fuel efficient, India’s first eight per cent more fuel efficient engine oil into the market, the brand has again come up with a power packed TVC #2000kmZyadaKaVaada.
The campaign film starts with the most customary question with regards to mileage ‘Kitna Deti Hai’ and gets an unbelievable response ‘2000 kms Se Bhi Zyada’. Valvoline has been eternally committed to easing the lives of its consumers with superior quality products backed by research and innovation. Realising the economic aspects of daily commuting, the campaign is a testament to the brand’s dedication in creating need specific products that bring a major impact in their lives. The film ends with a promise to ride up to 2000 kms more in a year with its new Champ 4T Fuel Efficient engine oil. With 8 percent more fuel efficiency, an average daily rider who travels 60-70 kms will be able to translate an additional 2000 km in 12 months.
The new TVC will be aired across India’s national and regional GEC & sports channels along with other social media platforms.
Valvoline Cummins India JV chief marketing officer Ipshita Chowdhury said, “Our new campaign reinforces the brand’s promise of continuous innovation that has been a constant for us, for over 150 years. The inspiration for this campaign has come from the most common question that a person asks with regards to mileage ‘Kitna Deti Hai’ and how we at Valvoline are constantly innovating to bring solutions like Champ 4T fuel efficient. India is moving forward, and we are determined to provide optimum solutions to fuel the ambitions of our bikers to help them with better mileage at an affordable price.”
On the curation of the film Innocean Worldwide India, National Creative Head Shiveshwar Raj Singh, said “The brief was to build a strong narrative around the Valvoline Champ 4T fuel efficiency innovation, a key benefit for cost-conscious customers who want to maximise mileage. It’s a slice of life ad where two strangers from similar backgrounds get talking. Here, two sales professionals get talking about their bikes and mileage. A typical setup which results in a quick banter which allows us to naturally segue into the product. The advantage of 8 per cent extra mileage which Valvoline delivers is built into their conversation in a way that will surprise everybody. A relatable piece that will surely grab the target audience.”
Champ 4T fuel efficient is a high quality four-stroke engine oil that meets the requirements of all leading motorcycles up to 125CC and suitable for all generations of bikes, old or new. With the help of Fuel Efficient Formula (FEF), the engine oil resists extreme heat and oil thickening for peak engine efficiency. It provides superior protection and performance for motorcycles under all operating conditions. With the launch of this product, the brand has also made FEF technology accessible to all.