Category: Ad Campaigns

Mumbai: If you’ve got a talent for singing ten songs in under 60 seconds, if Govinda – Karisma – Raveena songs were your jam growing up, and if you love playing rapid fire, then look no further! This is the perfect opportunity for you to have some fun! Moj, India’s largest short video app, has introduced Moj Music Kalakar, a ten-day music talent competition on Moj Live to uncover India’s Next Musical Star. The talent hunt starts on 15 March at seven pm; all music enthusiasts and creators can exhibit their singing abilities to win big! The competition will consist of four rounds, with participants in a live music spectacle to win prizes worth 40000. The winner may also have the opportunity to collaborate with music labels and brands in the future. Additionally, viewers can engage with their favorite creators, show their support with virtual gifting, and earn rewards worth 15000.

As part of this first-ever nationwide music talent hunt, Moj will bring together music enthusiasts and creators on Moj Live to participate in virtual gifting challenges.

The #MojMusicKalakar campaign’s first round, Jhatpat, will feature creators singing as many songs as possible while earning through virtual gifts. The top 100 creators with the highest number of virtual gifts will advance to the next round. In the second round, 90s ke Nagme (19 to 21 March), creators will perform their favorite 90s hits, and the top 30 will proceed to the final round. In the third round (March 22 to 24), Shabd Jaal, contestants will integrate a specific word given to them by their fellow contestants at the beginning of their song. The top winners will be chosen based on their singing performance and highest gifting earnings, and the top performers will receive vouchers worth 40000. Furthermore, the top two gifters throughout all the rounds will receive a total of 15000 in rewards.

Moj and ShareChat Sr. director, content strategy Shashank Shekhar said, “Our aim with #MojMusicKalakar is to create an interactive platform that brings music creators and their audiences together in a live musical extravaganza. In addition to giving creators a chance to showcase their singing skills in real time, we want viewers to have a fun experience supporting their favorite creators with virtual gifts and earning rewards in the process. Moj has always been committed to providing a space for young, creative Indians to showcase their talents in innovative ways, and this campaign is a step towards that goal. Our intention is to empower budding musicians and find India’s next musical star.”

Moj Live offers a distinct and interactive platform for creators to showcase their talent while engaging with their audience. Moj users can support their favorite creators via virtual gifting, a crucial source of earning for them. Music creators can also benefit from Moj Live, which provides a guaranteed way to reach their audience in real-time and enjoy unparalleled engagement. Join the festivities of music and entertainment by going Live on Moj.

Mumbai: Porter, India’s tech-based, on-demand logistics company, has launched its latest social media brand campaign ‘House shifting hai? Ho Jayega’, highlighting its extensive packers and movers service offerings. The campaign reiterates the brand’s commitment to going to the last mile to ensure affordable, timely, and seamless shifting with utmost safety and security.

The campaign conceptualised and created by 22Feet Tribal Worldwide and produced by Fat Monk Productions Pvt. Ltd. will be promoted across digital and social platforms and through OOH.

The campaign ‘House shifting hai? Ho Jayega’ has been launched in a series of three digital films, each of which depicts the everyday scenario of packing and moving procedures featuring quintessential consumer needs. From damage-free shifting of heavy or fragile items whether single or multiple ones to hassle-free moving without burning a hole in consumers’ pockets – the campaign highlights the best packing and moving services offered by Porter. The campaign recapitulates the satisfaction and relief that the consumers experience using Porter’s service for the delivery of anything, anytime, and anywhere with the two words of assurance #HoJayega. Last year, Porter unveiled their first-ever brand film ‘Delivery hai? Ho Jayega!’ and this campaign reaffirms that Porter’s delivery promise extends to house shifting services.

‘House shifting hai? Ho Jayega!’

Since the launch of Porter Packers & Movers in 2020, the company has completed more than two lakh shifts with the lite, standard, and premium category offerings. The Porter app also empowers consumers in their decision-making process with an instant quotation via a tech-based solution as per the requirement. Additionally, the company also provides services including the installation of electronic appliances and furniture assembling.

Speaking on the launch of the new campaign, Porter AVP customer growth & engagement Mohit Rathi said, “Currently in India, the packers and movers segment is fragmented and confusing for consumers. Even though there are some reliable and reputed players offering in this category, most of the time it becomes distressing for people due to the unreasonable cost and inconsistent quality of service. We, at Porter Packers & Movers, have always ensured the best service, without compromising on our core values of providing safety with damage-proof packaging, economical pricing and on-time reliable shifting experience. We are committed to delivering a consistent and the most comfortable experience in people’s journey of house shifting.”

22feet Tribal Worldwide national creative director Vishnu Srivatsav commented, “Porter Packers & Movers is tangibly better than any other service out there and that’s what we wanted to communicate. We needed short, clear and simple but taking the grammar of Bollywood also gave us a different, interesting, cultural way to communicate these.”

The campaign is targeted to the age group of 18-45, anyone who is looking to shift from and within metro & tier-1 cities at economical rates. Porter Packers & Movers currently offers intracity shifting services in 14 cities across India and intercity services between 8 cities. Porter also aims to acquire a large new set of customers for their packers and movers service category through this campaign.

 

 

 

 

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Mumbai: Niva Bupa Health Insurance Company Ltd. (formerly known as Max Bupa Health Insurance Company Ltd.), one of India’s health insurers, has announced a new brand campaign titled ‘Ye to Mujhe bhi chahiye.’ The campaign is followed by the recent launch of Niva Bupa ReAssure 2.0 plan, a first-of-its-kind indemnity health insurance plan which makes seemingly impossible and unheard of product offerings possible.

As part of its latest offering, Niva Bupa has introduced three industry-first features which have the potential to bring a paradigm shift in the health insurance industry. These include –

Booster+ which helps carry forward unutilised base sum insured up to 10X

Lock the clock which enables you to pay premium as per your entry age until one makes their first claim, thereby helping customers save on premiums

ReAssure Forever which triggers ReAssure benefit forever after the first claim in the policy. This benefit is unlimited and up to the Base Sum Insured

The campaign captures real life scenarios to depict the policy benefits for consumers through three digital films to highlight the importance of Niva Bupa ReAssure 2.0’s Age Lock, ReAssure and Booster+ benefits. The campaign is an extension of Niva Bupa’s thematic campaign – Zindagi ko claim kar le.

Niva Bupa Health Insurance  Senior Vice President and Head of Marketing Nimish Agrawal said, “Based on our consumer research we identified that single biggest reason that prevents prospects from buying Health Insurance – is the perception that money gets wasted in paying premium unless they make a claim.

ReAssure2.0 has been designed to address these concerns and offer a product benefit where irrespective of claim/no claim, the consumer doesn’t waste his money and further derives more value than what he/she pays for at all times. Some of these benefits are new to industry and hence the campaign has been woven around these benefits in a relatable yet endearing manner. We hope that with this campaign more and more consumers at an early age will come under the ambit of health insurance and live life without ever worrying about financial implications of sickness and hospitalization. Our media mix will be an omni channel strategy with TV, Radio, Social and OTT platforms for maximum reach at an optimum unduplicated frequency.”

The brand campaign kicks off in the month of March 2023 with a digital-first approach which will be followed by a phygital media mix across traditional channels like TV, Print and Radio along with digital platforms in the coming month.

To watch the three advertisements, click on the links below:

Mumbai: Global lubricant manufacturer Valvoline Cummins Private Limited (“Valvoline Cummins”) has initiated the third edition of the mechanic month campaign globally and in India. The campaign revolves around the theme; ‘‘Keeping the World Turning” and aims to celebrate the effort of mechanics and thank them for their dedicated endeavours to keep the world turning.

This year, Valvoline Cummins aims to honour the contribution of mechanics in keeping the world’s engines turning and inspire people to join the month-long celebration to thank mechanics globally. Mechanics play a crucial role keeping our vehicles in optimal condition. Their expertise and required care help keep our vehicles functioning at their peak performance. Time and again, mechanics have proved their value to the society with their everyday attitude to fix the minutest of issues that have cropped up at odd hours and even caused an emergency. Behind every moving vehicle is a trusted mechanic who will forever be the backbone of the automobile industry.

Through this initiative, Valvoline Cummins is inspiring people to show appreciation to their mechanics for their relentless efforts in keeping the world turning. The campaign, which will be carried out on various mass media platforms such as radio, digital and on-ground, aims to sensitize people about the hard work that mechanics put into caring for our vehicles and encourage them to extend heartfelt messages to their trusted mechanic.

To further thank the community, Valvoline has provided education to the children of truck drivers, mechanics, and underserved people under their ongoing initiative Muskaan Scholarship programme. The scholarship aims to support the education of children between 9th and 12th standard. With the help of the scholarship, many children have been able to score excellent results. Additionally, the scholarship awardees will be mentored by the employees of the company, who will take dedicated time out of their working hours to help them with other aspects of life. The scholarship has been granted to more than 1250 children, with more to come.

“Last year, the campaign focused on recognising the contribution of mechanics in keeping the world moving forward” said Valvoline Cummins head of marketing Ipshita Chowdhury. “In 2023 we want to thank mechanics and inspire people to do the same for their crucial role in keeping the wheels of our life ever turning.”  

“It gives us immense pleasure to announce the third edition of Mechanic Month as we join hands with mechanical professionals to celebrate their contribution towards the automobile industry and acknowledge their pivotal role in keeping our engines running smoothly” said Valvoline Cummins MD Sandeep Kalia. “In this fast-paced world, we often forget to recognize the efforts of mechanics in vehicle safety and performance that keeps our life safe and moving. We believe that through these campaigns we can encourage consumers to realize and thank mechanics for their dedicated service and make them feel special for their valuable work. We, at Valvoline, express immense gratitude to mechanic workers in keeping India turning and forever steering towards growth and development.”

Valvoline has long been a supporter of mechanics through various programs and campaigns throughout its more than 150-year history. Since the inaugural launch of the ‘Mechanics’ Month’ initiative in 2020, participation has grown from 15 countries to an additional 50 expected for this year’s observance. Valvoline leadership credits Mechanics’ Month’s overall uniqueness in the category and its broad reach and relevance as catalysts for increased adoption around the world.

In India, Valvoline Cummins manufactures a wide range of fluids, viz., engine oils, gear oils, radiator coolants, brake fluids etc. for engines made by various OEMs. Valvoline Cummins firmly believes that its growth potential lies in the quality of execution, power to innovate and in its resolve to remain a step ahead of market demands.

Mumbai: The Advertising Standards Council of India (ASCI) has recommended an amendment to its “Guidelines for Advertising of Educational Institutions, Programmes and Platforms”. For this purpose, it has invited public consultation so that all stakeholders can participate and frame a set of just and equitable guidelines for a critical industry of the country.

All educational institutions, from universities, colleges and schools to coaching classes, EdTech platforms and others that offer education and training programmes play an important role in the intellectual development of the country and will be subject to these guidelines. Since parents not only place great value on their children’s education, but also make significant sacrifices to get it, it is critical that marketing communication in this sector is honest and does not harm consumers through its  portrayals or content.

In this year, the education sector has contributed to 27 per cent of objectionable ads that  ASCI processed (traditional education 22 per cent and EdTech five per cent). The recent EdNext study conducted by ASCI also revealed that 49 per cent of parents chose EdTech platforms based  on advertising, demonstrating the importance of advertising regulation in maintaining the robustness of the educational framework. The report also brought  out some concerns that stakeholders and experts had when it came to the manner in  which learning seemed to be solely linked to exams and high scores. It is to address some of these concerns that ASCI has proposed a comprehensive update of the existing advertising guidelines for the sector.

The guidelines ensure that advertisements by the sector do not undermine the well being of students. The guidelines continue to require educational entities to substantiate any claims they make with relevant evidence.

The revised guidelines aim to ensure that students are not stereotyped based on their gender or appearance, nor are those who perform poorly portrayed as failures or unsuccessful. Advertisements must also not depict average or low-scoring students as unmotivated, depressed, or unhappy, or as receiving less praise from parents, teachers, or peers. In addition to students’ mental health, the updated guidelines will consider their physical health; advertisements must not depict students sacrificing sleep or meals in order to study, as this normalises unhealthy habits. Creating a false sense of urgency or fear of missing out, which may exacerbate parental or student concerns about education, is also a violation of the ASCI code.

ASCI CEO and secretary general Manisha Kapoor said, “The education sector impacts millions of students and parents who make immense sacrifices to ensure the best education for their wards. Unlike most other products, education cannot be tangibly measured. The value of a programme is determined by means such as degrees, diplomas and other qualification nomenclatures, recognition, affiliations, testimonials, accreditations, admissions/jobs/compensation promises. Hence, it is  critical that, in addition to being truthful and compliant with chapter one of the ASCI code, advertisers must consider any harm that can be caused through depictions or  messages to young, impressionable minds. These updated guidelines will go a long  way in ensuring that emerging fields such as EdTech can be harnessed as forces of  good. We request that the public come forth in large numbers and share their views for a cause that is vital for the well-being and the future of our country.”

Public consultation for the guidelines starts from 14 March and will continue until 15 April 2023.

Read the proposed update of the guidelines: https://ascionline.in/education-guidelines.pdf

Mumbai: Layers, the bed linen brand from Indo Count has launched its latest digital film, #DoYourPart to throw light on how housework has been perceived over years. The film released last week on the occasion of International Women’s Day, showcases a thought-provoking take on how women are seen to be the only ones responsible for household work. And yet, men are placed on a pedestal, even if they share that with the woman.

The campaign was launched with a thematic film, a couple of days before Women’s Day. It was then followed up with three testimonial films with men doing their part in the household work, without making a fuss about it. This digital film, followed up with a set of testimonials makes it clear to all, that household work is equal responsibility of the man and woman of the house.

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Indo Count president Rajiv Merchant said, “From olden times, looking after the house has been considered a woman’s responsibility. This is not news to us. However, today, women have entered boardrooms, and led revolutions, standing shoulder-to-shoulder with their male counterparts. We are proud to be part of a progressive society, and we appreciate the strides that women have taken in their own fields. And yet, handling household chores remains a woman’s domain. So, the question remains. Are we truly as liberal as we like to think? This campaign makes us question our pre-set notions.”

Thought Blurb Communications national creative director Renu Somani said that, “Almost all cultures showcase a clear division of labour in terms of breadwinning and caregiving, associated with each gender. But the truth is that while women now share responsibility at the workplace with men, we have not distributed responsibility of the household with her male counterpart. This inequality of perception is what the Layers #DoYourPart campaign brings to light.”

Thought Blurb Communications Group brand solutions director Priyanka Singh shared, “Layers as a brand are always looking for a fresh perspective to lend their voice to. They are willing to push the envelope, as they have done with last year’s Women’s Day campaign as well. This year is no different. With the Layers #DoYourPart campaign, we were aiming to create a subtext to a popular conversation, and thereby bring about a change in thinking.”

Mumbai: OnePlus is on a mission of using technology for a better life and innovating for a sustainable future. The brand’s latest effort is the multi-chapter “Before They Fade Away” campaign to drive attention to the less visible, inspiring all to cherish the world we live in.

Explore the Wonders of Nature 

In the first chapter of the “Before They Fade Away” campaign, OnePlus worked with adventure and landscape photographer Brayden Hall to unveil in front of the public the imminent threats to plant biodiversity. 

In February 2023, Hall journeyed over 2,500 miles through the wild west in the United States with his partner Chelsea Mealo and adventurous pup Ranger. From the magical Columbia River Gorge and the other-worldly land of Mount Shasta, to the iconic Oregon Coast and the wildflower blooms along the beaches of California, the trio road-tripped in a campervan from Seattle Washington to California in search of various plants – before they perished.

Unlike the decline of the emblematic animals, the anonymity and ordinary appearance of the rare, often vulnerable plant species mean that they are often ignored and forgotten. Unbeknown to most, two in five of the world’s plant species are on the brink of extinction*. Habitat loss is the biggest hazard to plant biodiversity. Sadly, people hardly notice they are disappearing.

This startling fact prompted OnePlus to acknowledge the importance and urgency to celebrate these extraordinary plant species, and share the amazing stories that the world should hear.

The Untold Stories of the Incredible World of Plants 

Travelled with OnePlus’ latest flagship smartphone, the OnePlus 11 5G, Hall captured the fleeting beauty of the awe-inspiring nature world through the phone lens, and shined spotlight on two vulnerable plants including –

Coastal Redwoods (Sequoia sempervirens) is one of the most amazing species in the world due to its sturdy, robust, and vigorous trunk. Dubbed the world’s tallest tree species, Coastal Redwoods reach up to 380 feet in height and 29 feet in diameter. They are commonly found in humid coastal areas alongside the Pacific Ocean of North America, before 96 percent of them had been lost to logging, the unprecedented climate challenges have also lowered the odds of their survival. Coastal Redwoods is also a long-lived organism, it can live up to 2,000 years. Some of them living today were alive during the time of the Roman Empire. This gives it the outstanding capability of storing carbon dioxide. Research findings suggest that Coastal Redwoods store more carbon dioxide per acre than any other trees in the world due to its longevity. 

Bishop Pine (Pinus muricata) is mainly found in relict stands along the coast of California. Bishop Pine has been assessed for the IUCN Red List of threatened species. The reason for its decline is not clear, but according to research conducted by botanical scholars, the absence of wildfire might be a factor, due the surprising fact that Bishop Pine is a fire dependent and late-maturing species. Cones are produced every year but they remain closed, until opened by fire or strong heat, they then release seeds and disperse onto the newly-burned ground where they germinate. 

Hall’s adventure did not only lead him to other beautiful native plants, it also instilled in him a sense of urgency on the importance of conservation. All of the other plants, be they endangered or not, are essential to maintaining a balanced and thriving eco-system.

Field Mustard taken by OnePlus 11 Portrait Mode

A Heart of Green

OnePlus envisions to be “a healthy company that endures”. It has been walking the walk, and forging sustainability progress over the years.

In addition to environmental-friendly packaging and complimentary system updates to extend the product life cycle, OnePlus has also partnered with climate action organization Ecologi and pledged to plant a tree in a dedicated forest area across the world for every OnePlus device returned, thereby encouraging users to recycle and minimize tech waste.

This current chapter of the “Before They Fade Away” campaign brings a new perspective to consumers as OnePlus continues its sustainability effort. The company is committed to making a positive impact in the world we live in, while moving toward a more sustainable operation.

Mumbai: Eveready Industries India Limited (EIIL) has launched its latest TV campaign for its lighting division over five languages and key digital mediums. Targeting the picture-perfect obsession, this new campaign is a delightful take on our never ending search for the perfect lighting. The newly launched TVC showcases the luminosity of the digiLED collection and positions the brand as the category leader. Conceptualised and crafted by Rediffusion Dentsu Young and Rubicam for Eveready, Is Light Se Sabkuch Bright is inspired from present day situations, when every moment is an occasion for exhibitionism.

The TVC opens with a young modern-day couple all dressed up for an outing. The woman requests her partner to avoid posting their photograph on social media. What happens next only leaves them awe-struck; a string of visitors of various age groups walk-in uninvited for that flawless photo with the perfect lighting. The film celebrates the brightness of Eveready lights and cementing its position as the brand which creates the right ambience with the ideal lighting.

Speaking about the brand’s leadership Lighting & Electricals Sr. VP and business unit head Mohit Sharma stated “As a brand that is rooted in innovation, Eveready has been a consistent player across business units. The lighting segment too is no exception. We are constantly endeavouring to deliver products that are game changers in the market and our digiLED range is pegged to raise the bar. This product is performance oriented and known to brighten up homes.  The new TVC will enable us to further growth and awareness for this category. We are certain that our new campaign will strengthen our leadership position while attracting new consumers for our brand.”

Lighting & Electricals Sr. manager-marketing and communications Prashant Shukla further added, “As a brand Eveready Lighting has earned consumer trust given its superior quality and performance. Our new TVC, ‘Is Light Se Sabkuch Bright’ integrates relevance, quality and innovation. The campaign is reflective of what our products actually are – bright and luminous. Its modern appeal and interesting take on the need for good light in a hyperactive social media age will surely strike the right chord and build recall.  The TVC will appeal to all generations especially to the genZers and millennials. We are confident of strengthening the brand’s position in the market as well as our relationship with our TG through the campaign.”

Mumbai: Layers, the bed linen brand from Indocount has launched its latest digital film, #DoYourPart to throw light on how housework has been perceived over years. The film showcases a thought-provoking take on how women are seen to be the only ones responsible for household work. And yet, men are placed on a pedestal, even if they share that with the woman.

The campaign was launched with a thematic film, a couple of days before women’s day. It was then followed up with three testimonial films with men doing their part in the household work, without making a fuss about it. This digital film, followed up with a set of testimonials makes it clear to all, that household work is equal responsibility of the man and woman of the house.

View this post on Instagram

A post shared by Layers Linen (@layerssmartbedding)

Indocount president Rajiv Merchant said, “From olden times, looking after the house has been considered a woman’s responsibility. This is not news to us. However, today, women have entered boardrooms, and led revolutions, standing shoulder-to-shoulder with their male counterparts. We are proud to be part of a progressive society, and we appreciate the strides that women have taken in their own fields. And yet, handling household chores remains a woman’s domain. So, the question remains. Are we truly as liberal as we like to think? This campaign makes us question our pre-set notions.”

The agency behind this campaign, Thought Blurb Communications national creative director Renu Somani said, “Almost all cultures showcase a clear division of labour in terms of breadwinning and caregiving, associated with each gender. But the truth is that while women now share responsibility at the workplace with men, we have not distributed responsibility of the household with her male counterpart. This inequality of perception is what the Layers #DoYourPart campaign brings to light.”

Thought Blurb Communications group brand solutions director Priyanka Singh, shares, “Layers as a brand are always looking for a fresh perspective to lend their voice to. They are willing to push the envelope, as they have done with last year’s Women’s Day campaign as well. This year is no different. With the Layers #DoYourPart campaign, we were aiming to create a subtext to a popular conversation, and thereby bring about a change in thinking.”

Mumbai : For the First Edition of the Women’s Premier League, Indian natural beauty care company Lotus Herbals, the primary sponsor of the Mumbai Indians, unleashes a sporty DVC emphasizing sun protection.

The high-voltage digital video campaign will run across social media and OTT platforms and will feature Natalie Sciver, Yastika Bhatia, and Harmanpreet Kaur, three Mumbai Indian women cricketers. The Lotus Herbals Safe Sun Sports Daily-Defence UV Block Sunscreen SPF 50+, the official sunscreen for the Mumbai Indians women’s team and India’s first sport sunscreen, is enhanced by the DVC.