Woods International (WWI) has endeavoured to dedicate the entire month for this initiative. Launching a 360-degree Women’s Day Campaign, #IWasTold, featuring successful alumnae over the past 16 years, it aims to break the stereotypes regarding women due to cultural conditioning. Breaking biases around women’s career choices is the fundamental motto of the campaign, running till the end of March 2023.
“Whistling Woods has always encouraged equal opportunities for men and women. The #IWasTold campaign recognises the various challenges women have to face in the journey of achieving their dreams. Women’s Day, this year, has reconciled with our annual event, Alumni Engagement Month, where we celebrate our alumni and their achievements, hence we felt it’s the best time to celebrate our alumnae, who we are ever so proud of.” said Whistling Woods International president Meghna Ghai Puri.
The campaign is garnering a huge response on social media, where students are sharing stories of what they were told not to do or pursue. Few posts such as “#IwasTold that Women Are Meant To Build Homes Not Brands”, “#IwasTold that Passion For Sports Is Better Left As A Spectator”, “#IwasTold that only fair skinned women get cast in films” are spreading an awareness about the struggles women face in their everyday lives. This campaign is in a pursuit to celebrate women who are powerful, independent, limitless, and willing to define and live life by their own rules.
Not only digital but offline activations, compelling brand film and print statics ensure the campaign empowers women from all realms. Being thought provoking in nature, it did receive a lot of engagement and appreciation.
Mumbai: Watch For Style celebrates Women through the month of March with #WomenWhoMeanBusiness, lauding women who have achieved their own definition of success in their own time. The campaign portrays women from across diverse industries and fields, such as professional sports & adventure athletes, corporate leaders, artists & chefs, as well as entrepreneurs, who share their inspiring journeys with other women and leave behind a mantra that they believe in and practice. Along with this, they also understand the importance and role of power-dressing, and explain to the audience what this means to them.
This month-long campaign is curated by Watch For Style, a one-of-its-kind digital magazine. The Instagram page brings together a community of people who appreciate fashion and styling, and also love watches and see them as powerful accessories to dress for the occasion and make a statement!
“The campaign’s main objective ‘Women Who Mean Business’ is to share inspiring stories of women who have succeeded in their life as per their definition of success. Women who have showcased confidence, grit, and have faced the challenges that come with swimming against the tide and defying norms. We wanted to highlight the role time plays through these journeys, be it in the form of perseverance, or the symbolic watch they wear which represents to some an essence of power and style while to others it represents memories and achievements!”, said Titan Company Ltd. head of international license brands Reema Vazirani
The campaign celebrates the women of today from different walks of life. They are high achievers in rising leadership roles, driven by a passion for growth and success. These are Women Who Mean Business.
Over 22 women from across Corporate, Fashion, Lifestyle and Sports fields will be featured, and these include Titan Company Ltd. CEO watches & wearables Suparna Mitra, Mia by Tanishq business head Shyamala Ramanan, news anchor Chaiti Narula, Femina Miss India Andhra Pradesh 2022 Likhita Yalamanchili, Le Cordon Bleu London patisserie chef EU food ambassador in India recipe developer & Curato chef Guntas Sethi, Indian circuit and off-road motorcycle racer Aishwarya Pissay and many more women from various walks of life who will share their stories.
Ramanan said, “Power dressing for me has changed over time. While earlier it was about wearing the right clothes, over the years, I have realized that it is all about confidence. I am particularly fond of accessories, be it minimal jewelry, fragrances and of course, watches. I believe that my watch style and design often reflect the mood I want to convey, whether it’s power or its sass. So for me, that’s what works as power dressing.”
The campaign is designed and executed by BC Web Wise.
Mumbai: JioCinema kicked off its TATA IPL campaign starring MS Dhoni and Suryakumar Yadav. Titled Digital India Ka Digital TATA IPL, the pan-India campaign also features popular actors Shweta Tripathi and Abhishek Banerjee and is aimed to trigger excitement about watching TATA IPL on digital for free with a slew of fan-friendly features.
The TVC, released in 11 languages, is a satire on the redundancy of appointment viewing. directed bybad filmmaker Amit Sharma, the campaign’s lead promotional film is set in a small-town sweetmeats shop where a group of friends bunch up to watch the TATA IPL, albeit digitally, and that’s where the core message of the campaign kicks in. It features Dhoni and Yadav caught in the thick of their respective matches, being abruptly and humorously interrupted only to find out that live match action is, in fact, being controlled by this group of friends.
More bystanders come and join this group of friends as they sample this exciting new way of experiencing the TATA IPL. The cricket stars break the fourth wall and plead with the fans not to tinker with the screen too much, be it with the camera angles or replaying key moments, and instead allow them to carry on playing. The underlying thought is ingeniously put forward through this exchange, by demonstrating how watching the TATA IPL on JioCinema offers fans an unprecedented degree of autonomy during live action, something that TV cannot offer.
“Consumers are embracing interactivity across lifestyle digital services. Screen gestures like scrolling, swiping, pinching, zooming and scrubbing have become muscle memory. So why should the TATA IPL still be watched the old-fashioned, passive way? Our campaign attempts to reboot consumers’ expectations about how they will experience the TATA IPL this season. Through a suite of immersive fan-centric digital offerings, JioCinema will hand over the power to fans and viewers, giving them unprecedented control over how, when, and where they watch their favourite teams and players,” said Viacom18’s creative head of marketing, Shagun Seda.
“JioCinema is going to change the way we watch TATA IPL forever. Our campaign speaks to India’s youth who demand and get the maximum out of their digital entertainment. JioCinema is the best app to offer them the TATA IPL experience like never before,” said Ogilvy India chief creative officer, Sukesh Nayak
The campaign Digital India Ka Digital TATA IPL will also feature a slew of other TVCs that will hero a series of features – be it free-streaming, first-time ever 4K streaming, commentary in 12 languages, multicam mode, 360 VR, multiple feeds that will elevate the average fan’s viewing experience. Conceptualised by Ogilvy and produced by Chrome Pictures, Digital India Ka Digital TATA IPL is a 360-degree campaign spanning print, digital, and OOH avenues, among others.
Mumbai: The act of nourishing one’s hair with the application of oil is a century old Indian tradition and is often regarded as the secret to healthy and shiny hair. With the aim of celebrating this tradition, Josh, India’s short-video app, collaborated with Madison Digital to launch Parachute Advanced Jasmine’s #MeriHealthyShine campaign on the short-video platform.
The intent was to build the benefit of oiling one’s hair and highlighting Parachute Advanced Jasmine as a sensorially great hair oil which nourishes hair for healthy shine. Adopting a holistic approach, the campaign leveraged the use of a dynamic filter, customized soundboard and a hook-step to emphasize the product’s usage. Providing users with an immersive brand experience, the filter was created to depict drops of oil falling on the creator’s hair, while the soundboard captured the essence of the brand. The hook-step was widely successful in attracting massive – user participation as well. The campaign was led by top Josh creators such as Sukaina Sultan, Riya Kishanchandani, Bhakti Rawal and Bhumi Agarwal, all of whom have a combined follower reach of over 121 million.
Speaking on the success of the campaign, VerSe Innovation chief revenue officer Sunil Kumar Mohapatra said, “The #MeriHealthyShine challenge is another example of the successful impact short-video can have in driving engaging conversations within just 60 seconds. Through our collaboration with Parachute Advanced, Josh was able to not only engage, but also collaborate with consumers to provide them with a deeper and meaningful immersive brand experience. As brands strive to increasingly leverage short format video in their marketing communications, Josh is well-poised to tap into the great opportunity it presents and prove its prowess in short-video marketing.”
Speaking on the collaboration, Marico CMO Somasree Bose said, “Marico has always been a pioneer in adopting new age media platforms. With short-video format becoming more relevant in current times, Parachute Advanced Jasmine’s collaboration with Josh allowed the brand to have a more engaging connect with its consumers and helped make #MeriHealthyShine a success”.
Speaking on the campaign conceptualization, Madison Digital & Madison Media Alpha COO Vishal Chinchakar said, “Short-video has been effective in meaningfully engaging with and collaborating with consumers to create immersive brand experiences. As a medium, it is very versatile to work with. This versatility combined with Josh’s technological capabilities has given us the tools we required to work with a degree of creative freedom and make Parachute Advanced Jasmine’s #MeriHealthyShine campaign a success.”
The campaign performed exceptionally well with the audience and was successful in garnering over 380 million video views, more than 28.7 million hearts and securing a reach of 22.3 million with over 1.1K UGC created.
Mumbai: Durex has launched Durex Real Feel, a first of its kind offering in the non-latex range of condoms. Real Feel is made of polyisoprene material which is softer than latex rubber and provides skin on skin feeling to partners. With this launch, the brand aims to intensify and enhance sexual encounters between couples by offering a natural “skin” like feeling, while being protected.
Durex’s consumer insights indicates no. 1 reason for people stopping use of condom is lack of enjoyment. The rubbery feel of an ordinary condom takes away the pleasure of the moment. Durex Real Feel offers consumers the feeling of real skin that facilitates a raw and natural sexual experience in the bedroom. This launch is unique and made of India’s most advanced condom material, helping consumers strengthen the emotional and physical connect with their partners.
Reckitt regional marketing director, South Asia – health & nutrition Dilen Gandhi said, “As one of largest condom brands in India, Durex is constantly innovating and offers new unique products for couples. Durex Real Feel caters to the need for sex without condoms that many desire by providing real-skin feel without compromising on protection. The latest range of condoms created using polyisoprene rubber which is non-latex and softer than natural rubber latex to provide couples a more intimate and natural sexual experience.”
Havas Group India chairman & CCO Bobby Pawar said, “The sexual wellness market has always been evolving, and over the last few years we have seen a lot of new innovations specially in the condom category. For a market like India where the consumer prefers having unsafe sex rather than using a condom as it feels unreal and kills the feeling, we conceptualised the TVC which helps the people realise that Real Feel will help bring more enjoyment and feeling into their sexual experiences. As Real Feel is not just a regular condom it’s made from India’s most advanced material that imitates the Skin on Skin feeling.”
The new Durex Real-Feel TVC showcases how the product enhances consumer’s bedroom experience with a natural skin like feeling. Directed by ad-filmmaker, Dibakar Banerjee, the latest TVC revolves around a couple enjoying a beach vacation and the switch from black & white to colour gradient portrays how Durex’s real feel brings life to the couple’s mundane sexual experience.
Mumbai: Poonawalla Fincorp Ltd. (erstwhile Magma Fincorp), a Cyrus Poonawalla Group promoted non-deposit taking systemically important non-banking finance company has launched the ‘Kya se Wah’ campaign. With this campaign the company aims to help doctors, chartered accountants, and business owners upgrade their space in a stress-free manner. The campaign has two short films which highlights the issues of small businesses and professionals and how Poonawalla Fincorp can fulfil this need by helping them transform their business or practice.
The ‘Kya se Wah’ campaign addresses the fact that first impressions matter. And how Poonawalla Fincorp is making sure that through its business and professional loan offerings, the customers can upgrade their business, clinic, and practice by a simple click.
The campaign leverages light-hearted humour to engage with the audience. It also establishes the fact that the entire loan approval process with Poonawalla Fincorp is digital and how it helps professionals and businesses achieve more.
Poonawalla Fincorp managing director Abhay Bhutada said, “At Poonawalla Fincorp, we always believe in offering best-in-class and customer-centric products and solutions to fulfil the financial needs of our customers. With our digital first approach we offer swift and smooth disbursals. This campaign aims to create awareness for our brand and product offerings. This will give us an opportunity to kickstart our audience engagement and highlight our value proposition of being the end-to-end digital lending NBFC offering hassle-free experience to our customers.”
Poonawalla Fincorp’s business loans and professional loans can be used to purchase new equipment, improve office infrastructure, and more. With the ‘Kya se Wah’ campaign, the NBFC wants to encourage and help business owners and professionals to grow, upgrade, and upscale in just a few simple steps.
Mumbai: Inner wear manufacturer Lux Industries Ltd, known for its innovative and customer-demand-driven product offerings and manufacturing more than 100 products across 14 major brands has roped in ace actor Vijay Deverakonda as the brand ambassador of Lux Cozi for the southern market. To this effect, Lux Cozi is currently running a new television commercial campaign titled ‘Super Feel’ which stars Vijay, emphasising the comfort that Lux Cozi products provide to customers of all ages. This 30-second TVC campaign has been created by Yellow Beetle Films and directed by Deven Munjal and Vaibhav Misra.
Lux Industries chairman Ashok Todi stated, “Lux Cozi has witnessed remarkable growth since its inception and has been keeping a stronghold in the inner garment sector by its constant innovation and marketing strategies to connect with the audience. Being a consumer-driven brand, we believe in appointing brand ambassadors who help our customers connect better with us. We are confident that Vijay’s onboarding as an ambassador of Lux Cozi, will help us to collaborate better with our consumers in the South.”
Lux Industries executive director Saket Todi said, “Lux Cozi has an extensive market presence in the rest of India and under our strategic brand approach, it is now time to focus on capturing around 35 per cent market share in South India in the next six months. Thus, we have associated with Vijay to help establish an instant connection with our target consumers in the south and ensure a deeper penetration and recall of our brand among them. Vijay’s dedication to staying fit, healthy, and always charming admirably synergizes with Lux Cozi’s brand ethos of ensuring comfort and a durable lifestyle. We strongly ‘feel’ that the campaign will be appreciated well by our consumers.”
The TVC begins with Vijay Devarakonda walking through an ignited walkthrough on a film set wearing a Lux Cozi vest, with the Lux Cozi undergarment strap visible on his waist. He mentions “Super Feel Undi Ro!” to the surprise of the director. This happens two more times, each time on adventurous sets, demonstrating Vijay’s effortless machismo and the director’s growing confusion. Finally, the director walks up to him and asks what he is talking about. Vijay smirks, spins her around in his arms, and points at his Lux Cozi vest. We see Vijay walk back towards the camera and repeat, “Lux Cozi Super Feel Undi Ro!”
Yellow Beetle Films director Deven Munjal said “While working on the ad, the only thing we focused on was the word ‘feel’. Lux Cozi being an undergarment brand, has always focussed on comforting the consumers with a feel-good factor when one wears it. We curated the TVC keeping that in mind. We thoroughly enjoyed working with Vijay and making the TVC; we hope that it will be loved by every single consumer as well.”
Lux Industries has always been proactive in adopting newer production methods, developing innovative products, and extending out to the right audience through unique branding and promotional activities. Its strong brand portfolio of 15 brands and customer-centric approach have helped the brand to expand its visibility and create strong brand equity across 47 countries. The company is growing at a rate of 20 per cent per year and plans to expand throughout the South Indian market.
Mumbai: Shipyaari, a SaaS-based logistics enabler, providing end-to-end logistics solutions to D2C and e-commerce businesses globally has furthered its sustainability agenda by partnering with smart commute foundation and the department of physical education, University of Mumbai for Heels on Wheels campaign. The event is an all-woman-cycle rally aimed at empowering women and raising awareness about women’s health and fitness and hopes to train and nurture at least 1200 women across 24 wards of Mumbai City who work as house help and live in informal settlements. In parallel, the initiative also promotes the message of a greener future complementing Shipyaari’s commitment towards curbing the carbon emission from transportation.
Shipyaari CEO and co-founder Nayan Ratandhayara said “I know first-hand how easy it is to get wrapped up in the excitement of startup life and subsequently, neglect one’s health. That’s why we are proud to sponsor Heels on Wheels, an event that reminds us of all of the importance of health and wellness. At Shipyaari, we believe that success is only meaningful if we achieve it while maintaining our physical and mental well-being. I urge everyone to prioritise their health because, without it, no amount of success is worth it.”
24 bicycles have been donated in the recently concluded cycle rally to women house-helps living in K West Ward, Mumbai. A free health check-up camp has also been announced for 18 and 19 March at Decathlon, Andheri West that will provide attendees with an opportunity to also learn about the importance of physical fitness.
Smart Commute Foundation director and the first bicycle mayor of Mumbai, Firoza D mentioned, “This initiative not only empowers but also supports the right to inclusiveness & change the mindset attached to cycling & women. Bicycles have proven to be wheels of change repeatedly. We have trained & planned a donation drive for 24 women who work as house help & live in informal settlements of K West Ward of Mumbai City. We urge Mumbaikars to collaborate & provide an opportunity to share our thoughts & be a voice to encourage training & nurturing at least 1200 women across 24 wards of Mumbai City to cycle for Fitness & Freedom of Mobility.”
By supporting initiatives such as Heels On Wheels, Shipyaari continues to demonstrate its commitment to the environment and the community. Last year the company extended its support to the Cycle Chala City Bacha campaign for a mega cycling event to promote safe cycling infrastructure and significant health equity.
Mumbai: LenDenClub, India’s Peer-to-Peer lending platform has launched a new campaign with its brand ambassador Hardik Pandya. The new campaign named ‘Invest like Hardik’ by LenDenClub emphasises new-age investors to invest in P2P lending that is hassle-free and offers high returns compared to traditional asset classes.
The new campaign aims to create awareness among investors to invest in new-age investment avenues like Peer-to-Peer lending, which is convenient and enables the investor to earn high returns while being non-market linked. The campaign anchored by Pandya underlines the messaging of being audacious and fulfilling your dreams by choosing the right investment class.
The campaign features Pandya as the protagonist engaging in amusing banter with the audience to showcase the benefits of investing in Peer-to-Peer lending while highlighting the industry-best product offerings of LenDenClub. The film displays various attributes of Hardik that have a direct correlation with his choices. The choice of having the tattoos he wants, maintaining a healthy lifestyle while being the life of the party, being disciplined at all times and finally improvising in the middle of the pitch – every sequence has been designed to bring alive the fearless story.
With Pandya’s affiliation with the world of cricket, the brand intends to entice people from all genres, for instance, users who have an affinity towards investing in various financial instruments, salaried individuals, novice investors, entrepreneurs and investors. Besides, it also aims to bank big on the mass appeal of Hardik among cricket enthusiasts.
Pandya after celebrating his big win on the ground said, ‘Meri choices hamesha se hi different rahi hain.’ The campaign aims to quickly connect with audiences while riding on the different attributes of the cricketer. While building a unique appeal among audiences, the campaign seeks to enhance trust in investing while displaying the ease and simplicity of investing in Peer-to-Peer lending with LenDenClub.
With a lucid montage of stills and snippets featuring the ace cricketer, rocking background music, and a straightforward statement, the brand manages to make a mark as subtle and as powerful as the cricketer’s stint in sports.
LenDenClub co-founder & CEO Bhavin Patel said, “As a company, we have constantly been evolving to provide the best returns to our customers that transcend from understanding the customer sentiments to creating developments that encourage investing in P2P lending. With this alliance, we aim to raise attention to Peer-to Peer (P2P) Lending.
The campaign ties back beautifully to our brand and what it stands for whilst showcasing how to avail simple and hassle-hassle-free investing through LenDenClub. Considering Cricket has always been more than just a sport in India, launching this campaign with Hardik Pandya further reiterates our resolve for mass appeal. I am sure that our two million investors will be able to resonate with Hardik’s brand personality as they also made a different choice when they decided to invest with LenDenClub.
In keeping with Hardik’s vivacious persona, the script, the treatment, the rap song treatment of the background score – all were consciously crafted to be peppy, fast-paced, fun and in-your-face bold. LenDenClub intends to be fearless just like Hardik. And it works. Just like Hardik’s non-traditional, unique choices.”
Kandid Kanvass business lead Roneeta Ghosh believed that, ”LenDenClub is a pioneer in the fintech sector, a cutting edge P2P platform – ideal for today’s new-age, modern investors. While deciding on the brand ambassador we felt we needed a dynamic and iconic personality like Hardik Pandya who is perfectly placed to be able to inspire today’s young India and be the most credible face for the brand. People both look up to him and respect him for creating his own unique path, something that aligns with LenDenClub’s intentions.”
Mumbai: India has approximately 20 crores adult population who are underweight as per the Lancet Journal (Study from 1975-2014).These consumers face challenges like poor concentration, poor stamina, low immunity as well as lack of self-confidence while facing the world. To top it all, they continue to receive unwanted salahein (advice) by everyone around them on how to gain weight. While these come from a place of concern however, these are never-ending & usually ineffective – the answer is as simple as having an expert solution which is provided by Endura Mass, the weight gain expert from Cipla Health which provides visible results beginning six weeks. This is when the product is consumed as recommended on pack along with regular exercise, active lifestyle, healthy diet.
Cipla Health Ltd. has onboarded one of India’s creative agencies – Lowe Lintas to give wings to their latest campaign for Endura Mass – The Weight Gain Expert. Drawing from the insight of unwanted salahein, the campaign was conceptualized from the lens of the consumer. As a part of the campaign, a pan India level exhaustive interaction with consumers looking to gain weight was done.
Cipla Health CEO Shivam Puri mentioned, “The strategic acquisition of Endura Mass in July 2022 was with a view to expand CHL’s portfolio into a new category of weight gain, thereby catering to a very specific nutritional need for a set of our consumers. The current communication with its peppy music & relatable consumer insight is an attempt to make a clutter breaking communication to reach underweight consumers and allow them to seek the expert solution in their weight gain journey. Endura Mass, a pioneer in the weight gain category since 20 years has a blend of proteins, vitamins & carbohydrates, is vegetarian & has no side-effects, something that most prospective users are concerned about as per the current solutions available in the market.Lowe Lintas chief operating officer and chief growth officer Anaheeta Goenka said,”There are actually millions of people who are trying to gain weight however are unable to achieve success. We realized when we met these people that they get myriad advice from multiple folks adding to their dilemma with respect to solutions. Our idea for Endura Mass stemmed from this consumer truth leading to the campaign idea – “No salahein, sirf expert apnayein.”
The campaign is live on popular social media platforms like Youtube, Facebook & Instagram as well as being aired on TV. In addition this Endura Mass has recently executed an influencer led engaging digital campaign on popular social media app Moj from ShareChat which is a popular short video format app. The campaign aimed at inviting people to share their experiences on the various advice they have received to gain weight – this campaign has already garnered over three million views on the social media app.