ITV

Category: Ad Campaigns

  • Leading D2C Vitamin & Mineral supplements brand, HK Vitals championing the collagen category with its offering

    Mumbai: Globally, Collagen supplements have established themselves as an integral part of managing the ageing process amongst consumers & are a popular choice in their skin health regimens. There is a fast-growing acceptance in the Indian market both among male and female users.

    With this insight, HK Vitals, India’s leading D2C Vitamin & Mineral Supplements (VMS) brand by HealthKart has simplified the narrative about choosing the right collagen by shining the light on the difference between real collagen and collagen builders. HK Vitals is a leading D2C Vitamin & Mineral Supplementation (VMS) Brand in India. It has leadership positions across key categories like Multivitamins, Fish Oil, Biotin, and Collagen, spanning across the spectrum of wellness & beauty supplements. The brand has gained the immense trust & goodwill of over 4 million consumers since its inception. HK Vitals comes from the trusted house of HealthKart, a brand that has been a pioneer of health & wellness in India & is known for its authenticity & trust.

    The brand has launched its second campaign in the category – “Real You. Happy You”.  Featuring Yami Gautam Dhar, the campaign highlights the need to opt for real collagen to achieve healthier skin and long-lasting results.

    With this film, the brand initiates a conversation to distinguish between real collagen and collagen builders.

    Indiantelevision.com in conversation with Neha Gupta, Head of Brands, HK Vitals

    On the launch of the new commercial and much more.

    Edited excerpts:

    On the insight and strategy to launch HK Vitals

    People are increasingly becoming more conscious about their mental and physical health in today’s times. The industry has witnessed shifting codes from curative towards preventive & pro-active health solutions. The need to address health concerns and provide high-quality health offerings to consumers led to the genesis of HK Vitals, which was launched by HealthKart, a brand that has been a pioneer of health and wellness in India and is known for authenticity and trust amongst its consumers.

    HK Vitals aims at providing effective, authentic and value-for-money health supplements to its consumers.

    On maintaining its leadership in this market today

    HK Vitals has managed to gain a leadership position in the D2C Vitamin and Mineral Supplementation (VMS) market in India. The brand has successfully catered to the diverse health needs of over 4M+ customers and has been critically acclaimed for its high-quality health products. Today, the brand has more than 70 products that cater to various age groups, gender, and health needs of consumers. It has leadership in the online space across key categories like Multivitamins, Fish Oil, Biotin and Collagen, spanning across oral wellness and beauty categories.

    On the USP

    The pandemic has played a crucial role in encouraging people to prioritize their health needs and consciously adopt a healthier lifestyle. While people aim to invest more time, energy, and resources to improve their physical and mental health, limited awareness about choosing the right products remains a concern.

    HK Vitals stands out from its peers due to the trust in the HealthKart brand and the efficacy of its products as evidenced by high ratings given by consumers across different platforms. These products are crafted thoughtfully with the best skin ingredients to give effective results.

    Additionally, these products come from the best R&D facilities and GMP manufacturing systems that ensure high quality and transparency at every step of the process.

    On Collagen category

    Collagen makes up nearly 70 per cent of our skin and is the most abundant protein in the human body. It is responsible for holding the skin together.  With age, collagen levels in the body begin to decline, causing the appearance of fine lines and wrinkles.

    There is increasing awareness about collagen among consumers and its importance in skin care. There have been a lot of players which have entered the market to fulfil this need. However, the market is currently dominated by collagen builders, which are products with ingredients that boost collagen production in the body instead of directly replenishing lost collagen levels.

    HK Vitals Skin Radiance Collagen has been formulated with clinically researched collagen peptides that have proven results on skin health. It is further enhanced with skin-nourishing ingredients like Vitamin C, E, Hyaluronic Acid and Biotin. The product helps in replenishing the lost collagen levels in the body and in turn, helps in fighting signs of ageing.

    On the investments in R&D

    We’ve invested in identifying an efficacious source of clinically researched collagen peptides that have proven benefits on skin health. The formulation has been thoughtfully crafted alongside skin-nourishing ingredients & is efficacious for both men and women.

    On HK Vitals Skin Radiance Collagen

    Globally, Collagen supplements have established themselves as an integral part of managing the ageing process amongst consumers & are a popular choice in their skin health regimens.

    In India, Skin ageing solutions have seen increasing trials. However, there is a virtual deluge of information, advice, products, and services in the category.

    Recognizing the same, HK Vitals wanted to create a product that was thoughtfully formulated with effective ingredients for longer-lasting results. This led to the launch of Skin radiance Collagen.

    On the awareness quotient of the customers

    Consumers today recognize the need to prioritize skin health and adopt a consistent skincare routine. However, there is a virtual deluge of information, advice, products, and services in the category and a lack of awareness about the right products which can enhance their skin health.

    On the marketing strategies

    The brand, as a category leader, believes it is necessary to educate consumers about the value of selecting the right collagen in the journey of healthy ageing.

    HK Vitals has deployed a comprehensive marketing approach pivoted on educating consumers about the uses of collagen through various channels, including collaboration with dermatologists and different content creators.

    Apart from expanding its online reach, the brand is also working on expanding its offline footprint. The brand has deployed in-store education materials, as well as free single-use samples to encourage trials in the category.

    On the brands products catering to both genders

    Yes, men and women are equally conscious of their skincare routine. Unhealthy diets, greater exposure to UV rays and hectic routines significantly impact skin texture and affect men and women equally which has caused both genders to recognize the need to adopt skincare actively.

    At HK Vitals, we have developed products which are formulated and suitable for both men and women, be it oral or topical skin care products. In fact, for HK Vitals the brand has 50 per cent men and 50 per cent women consumers.

  • Great Taste and No Calories – Coca-Cola Zero Sugar is back with another campaign

    Mumbai: Coca-Cola Zero Sugar is all set to launch its new campaign ‘Best Taste Ever?’. Coca-Cola Zero Sugar brings together the best of both worlds – no calorie beverage option for consumers seeking a balanced lifestyle along with the relishing iconic taste of Coca-Cola. In less than a year, it has become immensely popular among the Indian youth, owing to its great taste.

    As a part of its latest campaign ‘Best Taste Ever?’. The brand has associated with Tiger Shroff, the youth icon, for Coca-Cola Zero Sugar. He will further aid the brand in establishing resonance with the youth and millennials in India.

    In line with the company’s ‘Beverages for Life’ strategy, the product innovation also supports the company’s continued efforts to increase no-and low-calorie beverage options for people looking to lead a balanced lifestyle yet relish the iconic taste of Coca-Cola.

    Commenting on the launch of the new campaign, Coca-Cola India director, marketing Kaushik Prasad said, “We are excited to offer Coca-Cola Zero Sugar, our best offering yet that is closest to the original taste of Coca-Cola with no calories. We want to offer choice so consumers can enjoy the great taste of Coca-Cola without the sugar. For many people, it’s surprising to hear that a zero sugar variant of Coke actually exists, that tastes like the real thing! Well, you will have to try it yourself to find out.”

    Shroff, in the new campaign, brings his own exuberance and freshness to the brand, he is a fitness icon and like most youngsters, would not want to compromise on experiencing great taste. The integrated marketing campaign aims at sparking conversations around Coca-Cola Zero Sugar, while highlighting that the taste of the beverage is so good that it’s hard to resist. The campaign is live across television, digital, outdoor, social media and retail.

    Shroff said, “I am ecstatic to partner with Coca-Cola Zero Sugar. The beverage is a perfect amalgamation of fantastic taste without many calories, making it irresistible.

    Ogilvy India chief creative officer Sukesh Nayak said, “When we told people, it’s zero sugar but has the same great original taste, the reaction we got was, “Really?”. So, we built the whole idea for Coke Zero on this great surprise. It was super fun to collaborate with Tiger to bring this fun idea to life. We will see way more things on this idea in the near future, so stay glued to the great taste, literally.”

  • Amazon launches “Aaj Kya Khareeda?” campaign created by Ogilvy India

    Mumbai: Amazon India urged people to rethink the range of products that could be purchased from Amazon.in by asking “Aaj Kya Khareeda?” in its new campaign, created by Ogilvy India. It reminds customers that Amazon is a one-stop-shop for all their needs, not just the occasional, one-off needs but frequent, daily ones as well.

    The campaign highlights Amazon’s universally fulfilling shopping experience by taking a counterintuitive stand against the natural excitement that people feel at the arrival of the iconic brown delivery boxes. In an everyday, light-hearted manner, it tells us that Amazon.in not only delivers the most exciting, big-ticket items but also their mundane but equally necessary everyday articles, i.e. “Roz ka Samaan”

    The campaign comprises four films on TV and digital along with several multi touchpoint activations on Outdoor, influencers etc. The films have been crafted around enjoyable, slice of life moments that resonate with customers across age groups and markets. The enjoyability has been dialled up through the choice of categories which are as simple and everyday as comb, handkerchief, broom, deodorant etc.

    Speaking about the campaign, Ogilvy  senior executive creative director Neville Shah said, “There is so much excitement when we get something in a box at home. But is it just as exciting, if it’s regular everyday things? Maybe not as much. The stories rely on the charming anticlimax, to remind people that Amazon.in has simple everyday things. Exciting. Perhaps just as much.”

    Talking about the campaign, Amazon India director, mass and brand marketing Ravi Desai commented, “Our new campaign ‘Aaj Kya Khareeda’ reinforces Amazon as an everyday shopping destination that caters to daily requirements and needs of our customers. We want to simplify our customers’ lives and be the shopping partner that helps you buy products from a wide selection spread across numerous categories, get reliable delivery and customer care, thus leading to a delightful shopping experience.”

    The campaign has the familiar warmth that all communication pieces from Amazon exude, accentuated further by a specially crafted background score that highlights the penny drop moment. All the films have been directed by Aarti Desai of Caffeine Films and conceptualized by Ogilvy India.

  • Famous Innovations partners with Absolut Glassware to launch an on ground campaign

    Mumbai: Famous Innovations, an independent creative agency, has partnered with Absolut Glassware and Laqshya Media Group to launch an on-ground activation that aims to create an inclusive world. The campaign encourages allyship and aims to foster a safe space for members of the queer community. Despite cultural, political, and legal progress made over the years nearly three in four Gen Z-ers still experience rejection from their families when expressing a non-heterosexual identity.

    Absolut Glassware launched a digital campaign on guiding people about allyship and being an Absolut Ally, the digital films featured popular influencers, including Jay Anand, Haima Simoes, Anwesh Sahoo, Durga, Dutee Chand, Aniruddha, Patruni, Maitrayanee, Maya, and Anjali. The influencers share their journeys and experiences, creating a powerful message of allyship. Absolut Glassware has a strong history of working with the LGBTQIA+ community and has inclusion and diversity at its core. Beyond merely communicating, they hope and look forward to serving as change agents and having a significant impact.

    The digital campaign has gained significant support from people online and inspired Absolut Glassware to bring the campaign on-ground.

    Famous Innovations, Bangalore, recognized the opportunity to extend the digital campaign on-ground for Absolut Glassware by reflecting the colours of Pride and engaging the audience with relevant messages on an interactive LED display at Bandra Bandstand, Mumbai. By lighting up messages such as “Love is inclusive when you walk as an ally,” “Walk together into inclusive love” and “Step out of the shadows, be an ally”, the installation propagates the need for a safe space for people to explore their own identities, be themselves, and find their voice.

    Famous Innovations creative head Melvin Jacob said, “The idea was inspired by the shared vision of Famous Innovations and Absolut Glassware that creativity has the power to change the world.”

    When we conceptualized this idea, we wanted to create a safe space for members of the LGBTQIA+ community, where they can explore their own identity and be themselves. The key was to promote allyship everywhere – and encourage support for the members of the community. Small yet brave steps that anyone can take to aid this crucial movement of inclusivity.

    Pernod Ricard India group head international brands Florian Sallabery said, “If this campaign helps at least one person feel more supported and comfortable with who he/she/they are, then we meet our objective.”

  • Cadbury Gems initiates #GemsJrNFT, kickstarts world’s longest running charity campaign

    Mumbai: Cadbury Gems, India’s chocolate brand has launched #GemsJrNFT campaign in 2022. Aimed at adding utility to kid’s paintings for a noble cause, this unique initiative used blockchain technology to convert regular artworks into NFTs. Out of the converted artworks, 1544 NFTs have already been minted, and the exciting drop took place on 15 February 2023. Every time these NFTs are re-sold a portion of the proceeds is donated to save the children making this campaign the world’s longest-running charity.

    These digital collectibles are available for sale on CadburyGems.in and potential buyers can transfer their NFTs to Metamask wallet and trade in platforms like opensea.io. With every re-trade, five per cent of the royalty would continue to go towards the charity and the cycle will be never-ending as the royalty is coded in the smart contract while minting the NFTs.

    Commenting on the impact, Mondelez India VP Nitin Saini said, “Over the years, Cadbury Gems has become synonymous with joy and playfulness at the back of encouraging children’s imagination and giving flight to their creativity. Through NFTs and blockchain technology we have been able to direct their ingenuity towards a great cause. This effort is well aligned with our mission to go beyond just storytelling and make some real difference through our iconic brands like Cadbury Gems. We believe that our consumers will be just as excited to own a piece of the collection as they are to support a worthy cause.”

    GuardianLink co-founder & CEO Ramkumar Subramaniam added, “While it is a pleasure for GuardianLink to power the technology behind digital collectibles, it gives us an enhanced sense of pride and satisfaction to be behind an NFT project aimed at a noble cause,that too, aspiring to be the world’s longest-running charity! We believe this initiative will be one of the most eventful collaborations in the history of digital collectibles.We aspire to collaborate and power the technology of more such noble and charitable digital collectible initiatives in the future!”

    Ogilvy India senior executive creative director Neville Shah said, “Cadbury Gems has always encouraged children to have fun with their colourful imaginations. And what better way to do it than letting them draw; and letting their drawings help kids, who need help. And that’s when we asked ourselves one question: If art is forever, shouldn’t its impact be too? That’s the birth of the longest running charity. A charity that doesn’t stop helping kids and teaches kids the valuable lesson of helping others.”

  • Country Delight promotes the purity and quality of milk through its new ad campaign

    Mumbai: Country Delight, a dairy brand offering milk products and kitchen essentials has recently launched an exclusive advertising campaign featuring two ad films that resonate with the brand’s commitment to purity and quality of milk. The campaign’s titled ‘Technology ka Kamaal’ and ‘Black Tea’ aim to bring back the good old quality, purity, and tradition of milk to consumers while celebrating the relationships built around milk. The campaign will run on digital platforms and eye a viewership of 5 million.

    Country Delight’s in-house creative team has envisaged the new ad campaign, while Basta Films has been the producer. The first ad film, titled ‘Technology ka Kamaal’, highlights how technology can help urban consumers enjoy the good old purity of milk from the comfort of their homes. The ad beautifully delivers the message to the audience through a hearty conversation between three old friends in a park who discuss the essence of technology in bringing back good old things in our lives again.

    The second ad campaign, ‘Black Tea’, features a heartwarming story of a mother and son. The ad film starts with a young adult preparing black tea for his mother and reminiscing about his childhood. The ending takes an emotional turn, leaving the viewers with moist eyes. The ad promotes the brand’s VIP Membership while encouraging the viewers to give VIP treatment to their loved ones.

    The new advertising campaign falls under the umbrella of Country Delight’s iconic ‘Live Better’ digital campaign. With the aim of urging consumers to live better and choose better by consuming farm fresh products, what Country Delight wishes to highlight through its ‘Live Better’ campaign is why every person should invest in their health irrespective of any age barrier to lead a healthy future.

    Sharing his views on the campaign, Country Delight co-founder & CEO Chakradhar Gade said, “We have built a technology platform and a fully owned supply chain that helps people in cities enjoy fresh and pure kitchen essentials from the villages. We wanted to showcase consumer delight as a result of this, and the ‘Technology ka Kamaal’ film does that beautifully. The ‘Black Tea’ film, through an emotional and heartwarming story, brings out the impact of this offering.”

    Links for the ad films:

  • KreditBee launches ‘Jagruk Rahein, Cyber Smart Banein’ campaign

    Mumbai: KreditBee, one of India’s fintech platforms, has announced the launch of its new brand campaign, ‘Jagruk Rahein, Cyber Smart Banein’. The campaign aims to raise awareness about online fraud and encourage individuals to follow safe practices while transacting digitally.

    The videos in the campaign revolve around an elderly couple having discussions around the various modus operandi used by cyber frauds to dupe individuals. It explains the tactics used by scammers wherein individuals compromise their CVV or other personal details, and fall prey to fake apps and fake collection agents, among others.

    The ‘Jagruk Rahein, Cyber Smart Banein’ campaign is targeted towards all the citizens of the country that carry out digital transactions. It will help motivate citizens to stay vigilant by keeping them informed about how to detect cyber fraud attempts and stay safe.

    KreditBee CMO Ishan Bose said, “With the rise in adoption of digital payments and banking, there has been a huge spike in online fraud in the last few years. In order to address this problem, the ‘Jagruk Rahein, Cyber Smart Banein’ campaign will guide individuals to transact in a safe and secure manner. As one of the leading digital lenders, it is our endeavour to educate customers against such unscrupulous activities and work towards achieving freedom from cyber fraud.”

    The 40-day long integrated campaign includes digital amplification of ads and creatives across social media platforms like Twitter, Facebook, Instagram, LinkedIn and YouTube. It will be leveraged via teaser posts, films, contests, and more.

    Link of the first film:

    The series of 3 films (2 will be out in the coming weeks) are designed by Unigage and produced by STOM Productions.

  • Jungle, Havas & Vivo Team Up to launch Vivo Y Series Style Anthem

    Mumbai: Jungle, a production house and content studio has collaborated with Havas Worldwide India and Vivo to announce the launch of the Vivo Y Series Style Anthem.  The campaign is directed by Jungle co-founder and director Shai Samtaney and produced by Jungle executive producer Rudra Mawani. The campaign tells a mini story celebrating individuality and style while showcasing the sleek design and features of the Vivo Y series smartphones.

    The campaign features Bollywood actress Sara Ali Khan and highlights the stylish design and advanced features of the Vivo Y series smartphones. “The Vivo Y100 is a gorgeous phone and so the launch campaign needed to have style written all over it. And to bring this alive we made a music video seamlessly integrated with the product shots along with its main features. We’re glad to have partnered with Vivo India to make it happen,”  said Havas Worldwide India CCO  Anupama Ramaswamy.

    ”It’s always fun working on a music video format and Sara brought a blast of amazing energy to the overall performance.’  said Samtaney. “With music videos you have a longer duration to experiment with innovative ways of making your content engaging & memorable. We hope you all enjoy the film as much as we enjoyed making it.”

    Mawani added, “We are happy to have partnered with Vivo & Havas Worldwide India to produce the Vivo Y Series Style Anthem, which I’m sure audiences will all be grooving to as the tune is extremely sticky.”

    The Vivo Y series anthem features a catchy ‘Y’ step which is currently trending. The film centers on Sara & her style crew inspiring a designer with the phone’s designs. The film is choreographed by Slumdog Millionaire celebrity choreographer Longinus Fernandes. The music is produced by Naozad Patel and the vocals are sung by Shalmali Kolgade.

  • Heads Up For Tails launches its new campaign #AKinderWorldForAnimals

    Mumbai: Heads Up For Tails (HUFT), India’s pet care brand, has launched a new campaign #AKinderWorldForAnimals. Through this campaign, HUFT aims to showcase the behavioural impact it has had on society with the view to eradicating animal cruelty against pets and abandoned animals.

    Recently, a virtual protest for a dog named Bruno garnered much attention on the Internet. Unfortunately, Bruno was severely mistreated. This is not an isolated incident, but rather one of many cases that often go unreported. In an effort to address this issue and promote kindness and empathy, HUFT has launched a brand film campaign showcasing the positive impact they’ve had on the lives of both pet parents and animals over the past 15 years. With the increasing number of animal cruelty and brutality cases in India, HUFT aims to put an end to these through acts of compassion, fostering a kinder world where animals and humans can coexist peacefully.

    HUFT CMO Samriddh Dasgupta commented, “In a world that consumes hate, our pets teach us that love conquers it all. We must advocate for these countless voices, falling victim to cruel acts daily. Together, we can build a kinder world for them. HUFT has always been at the forefront of driving animal welfare, not only for pets but also for the streeties all across the country.”

    In the recent past, HUFT has also conducted animal welfare drives by donating 1.5 million meals and 12000 reflective collars to street animals across India. Along with this, they regularly conduct vaccination and sterilization campaigns for abandoned animals. Their recent launch ‘Paws for Earth’ is a line of eco-friendly products for pets that contribute towards highlighting the importance of environmental sensitivity. Having partnered with 1 million+ pet parents to promote empathy and kindness towards pets and abandoned animals, the foundation is dedicated to further enhancing the lives of the voiceless. This campaign is just the start.

    Website:  https://headsupfortails.com/

    Instagram: @headsupfortails  

  • Lux Industries ropes in Jacqueline Fernandez to promote products of Lux Cozi

    Mumbai: Lux Industries Ltd., one of the country’s innerwear manufacturers, has created yet another sensation in the men’s hosiery industry in India when it roped in woman celebrity Jacqueline Fernandez to promote products of Lux Cozi, the first of its kind by any men’s innerwear brand. To this effect, the brand has launched a new TVC campaign ‘Yeh Nahi Toh Kuch Nahi’ which has been created by Yellow Beetle Films and directed by Gauri Shinde.

    The association with a woman celebrity not only breaks gender stereotypes but also marks another shift for the brand in the men’s hosiery category. Men are often seen promoting their vests, but how often do we see women promoting men’s vests? Against all odds, Lux Cozi desired a significant shift in their original thinking by taking a more assertive stance to include a woman for the first time in India in the promotion of men’s hosiery. This move is expected to strengthen the brand’s connection while simultaneously capturing the target audience’s attention and meeting the expectations and aspirations of today’s youth.

    Ashok Kumar Todi, Chairman, Lux Industries, stated, “This is the first time, a men’s hosiery brand has engaged with a woman celebrity for promoting its products. As an innovative & consumer driven brand, we have always tried to meet the consumer demand by choosing our main protagonists based on their connection and pull with our target consumers. This time too, it’s no exception. We hope this will take the brand to newer heights and create a deeper connection with its discerning consumers.”

    Speaking on the association & the launch of the new campaign, Saket Todi, Executive Director, Lux Industries said “As a brand, we are known for our innovation in the industry and this time, we wanted to break the old fashioned gender stereotype through the campaign and highlight how today’s women don’t hesitate in making the first move. Typically, innerwear brands portray conventional male-dominant imagery, but our film depicts a role reversal where we normalize and make the woman lead. This is probably the first time a men’s inner wear brand is showing a woman in lead. Our objective is to build a stronger connection with the consumers, and we are certain that this campaign will grab the eyeballs of the general mass.”

    The TVC begins with Jacqueline Fernandez in a bedroom, organizing her partner’s clothes in the closet. While doing so, she comes across his vest and begins thinking about him. We then see her excited with joy, grooving and dancing with her partner’s vest until the doorbell rings. She gives a sly smile and walks over to the door. In the back shot, we see Jacqueline standing with the guy as the Lux Cozi tagline emerges on the screen.  Being one of Lux Industries’ fastest-growing brands, Lux Cozi is expected to grow rapidly, strengthening the Company’s brand performance in the men’s innerwear category. Lux Cozi, a pioneer in the field for nearly six decades, has taken an unprecedented step through this association to establish and strengthen its market dominance.

    Yellow Beetle Films Deven Munjal said, “While we wanted the ad to be personal and playful in accordance with the story, the biggest challenge was creating a clutter-breaking campaign with Jacqueline being featured in the men’s innerwear category. Many women in our country shop for innerwear for the men in their households and that inspired us to build in the narrative & write the story. The pairing with Jacqueline at the helm is ideal and we had a great time in creating and writing this. We anticipate that everyone will enjoy watching the TVC as much as they enjoyed making it.”