Category: Ad Campaigns

Mumbai: The ministry of textiles recently hosted ‘Viraasat – Celebrating 75 Handwoven Saris of India,’ a month-long mega event celebrating the beauty, diversity, and richness of India’s handloom industry at Handloom Haat, Janpath, in New Delhi. Laqshya Media Ltd., one of India’s largest independent, comprehensive marketing communications groups, successfully executed the PR, digital marketing, ambiance branding, and advertising duties for the grand sari festival and achieved a potential reach of almost 40 million on social media for the “#MySariMyPride” campaign which was the brainchild of the ministry. This event and social media campaign served as a platform to promote and preserve India’s handloom heritage, putting it in the spotlight for all to see.

Laqshya Media made the most out of live feed of designer workshops, influencer marketing with micro vloggers, buyers’ and sellers’ audio-visuals, cultural programs by the folk artists, hobby-looms and live-looms, user-generated content, product and ambiance imagery, targeted strategic digital advertisements, curated content creation (posts, reels, and shorts, etc.) for social media platforms like Facebook, Twitter, Instagram, YouTube, and Koo along with traditional print advertising. During the tenure of this mega event, the “#MySariMyPride” campaign achieved close to 40 million potential reach, over 31K interactions, 1.4K shares, 25K likes, and over 1,000 mentions on various social media platforms. In addition, NHDC’s Instagram followers increased by 468.6 per cent, Kooˀ followers increased by 394.12 per cent, Facebook followers increased by 45.44 per cent, YouTube subscribers by 443.63 per cent, and Twitter followers increased by 40.6 per cent.

“At Laqshya PR, we are honoured to have played a significant role in the triumphant ‘Viraasat’ exhibition, which beautifully showcased the heritage and splendour of India’s handwoven and handicraft saris post a multi- agency pitch. Our team of skilled professionals strived to deliver an immersive experience, attracting a diverse audience and drawing much-needed attention to the sector, leading to increased sales for the weavers. We extend our gratitude to the National Handloom Development Corporation and the ministry of textiles for entrusting us with such a remarkable cultural celebration. It is a moment of pride for us as we successfully executed the event’s branding, advertising, and marketing campaign,” said Laqshya Media Group’s Laqshya Public Relations VP & head Manoj Barman.

Laqshya Media Ltd. also successfully executed the digital marketing and print promotions of “Viraasat– Celebrating Handloom Home Décor,” a special handloom expo – at Handloom Haat, New Delhi, from 20th January to 30th January 2023. It showcased the Handloom Home Décor products made by 20 artisans from across the country.  

More about the event:   

1.    The event “Viraasat- Celebrating 75 handwoven Saris of India,” was organised in two phases. The first phase was from 16th to 30th December 2022 and was inaugurated by union finance minister Nirmala Sitharaman, along with minister of state Darshana Jardosh and other women parliamentarians. The second phase of the sari festival was held from 3rd to 17th January 2023. A social media campaign with the hashtag “#MySariMyPride” was promoted across the platforms.

2.    The festival was visited by thousands of patrons who bought handwoven saris directly from over 160 weavers in both phases in the past month. The celebration of six yards organised by the development commissioner (handlooms) at Handloom Haat, Janpath in New Delhi, had great commercial and cultural success.

3.    The selected 75 saris in the exhibition were from Weavers Service Centres (WSCs) collections, ministry of textiles.

4.    A wide publicity program was used for promoting this mega event through digital and print media by newspapers, posters, invitation cards, social media, location-based digital advt., cultural programs, designer workshops, influencer marketing, strategic PR, etc.

5.    In total, over 160 artisans and cooperative groups participants from different parts of the country in both phases, bringing enhanced attraction by the participation of famous Handcrafted varieties of saris like tie and dye, chikan embroidered saris, hand block saris, kalamkari printed saris, ajrakh, kantha, phulkari, jamdani, ikat, pochampally, banaras brocade, tussar silk (champa), baluchari, bhagalpuri silk, tangail, chanderi, lalitpuri, patola, paithani, etc. Also available will be handloom saris like tanchoi, jangla, kota doria, cutwork, maheshwari, bhujodi, santipuri, bomkai, and several other varieties like garad korial, khandua, and arni silk saris.

6.    Visitors had the opportunity to see and learn about the intricate designs and craftsmanship that goes into traditional garments, saris. The exhibition also highlighted the cultural and historical significance of the sari in Indian society.

7.    The handloom sector is a symbol of our country’s rich and varied cultural heritage, besides being one of the key sectors employing many people, especially women.

Laqshya Media Group is a full-service marketing agency offering comprehensive solutions for client’s marketing goals. As a 360-degree agency, it’s dedicated to innovative and purpose-driven campaigns that build strong brand awareness and drive customer action. Its experts create tailored strategies for each client, emphasising creativity and impact. The company’s focus on meaningful connections between brands and audiences results in long-lasting impressions and real results. Trust Laqshya for exceptional results in brand identity, product launches, PR, digital marketing and advertising campaigns.

Mumbai: Britannia’s much loved choco-filled cookie brand Pure Magic Chocolush has launched its latest campaign “Live This Moment.” The new campaign showcases Pure Magic Chocolush in its all-new avatar, wherein we see an enlightened man teaching his followers to experience the gooey choco filling and the crunch of Pure Magic Chocolush. The TVC brings alive the true characteristics of the cookie-loaded with 38 per cent choco inside. Pure Magic Chocolush has been introduced with new-age premium packaging by Britannia.

Talking on the launch, Britannia Industries Ltd. chief marketing officer Amit Doshi said, “On Pure Magic, we sought to express the key product attribute of the abundant gooey choco centre wrapped in a crunchy cookie. We came to realise that people don’t consume Pure Magic, but Pure Magic consumes people. And that led us to our idea of forgetting the past and not worrying about the future but rather “Live This Moment.” With a brand-new product experience and a powerful brand idea that builds desire for Pure Magic, while distinctly distinguishing itself from the competition, we hope it touches the right taste buds of the choco-loving consumers.”

Doshi added, “The premium indulgence category of biscuits is growing faster than the overall biscuits category. Given these changing consumer preferences and market dynamics, we wanted a strategic firm like The Womb to be associated with us. They have the right balance of strategic and creative capabilities to create compelling communication for growth.”

The Womb co-founder Kawal Shoor said, “It’s a privilege to work with a legacy company like Britannia and on brands like Bourbon, Pure Magic, and Treat with Amit and the entire team. The premium indulgence category of biscuits is one of the most closely contested categories. New competition has emerged; however Britannia was and will remain the OG. On Pure Magic, we looked at expressing a core product truth of abundant gooey chocolate centre, encased in a crunchy cookie through a cultural insight. Through our research we realised that people don’t consume Pure Magic, but in turn, Pure Magic consumes people. It is so indulgent and gooey that you cannot do anything else but focus on it and relish it. And when you focus on something, you live in the present. The future and the past dissipate from consciousness. This helped us arrive at our big idea of a cookie so involving that it takes your mind off everything else and makes you ‘live this moment.’”

The Womb creative head Suyash Khabya said, “The brief allowed us, the creatives, to be indulgent, just like the product. So we cracked the idea of an enlightened man professing the product truth, but in his own quirky way. He will now be dispelling the message of “Live This Moment” and through him, Pure Magic will have a point of view on various topics…no gyan but a funny take. Apart from the TVC, there’s a whole lot of digital videos, topical stuff and a solid 360 campaign overall. On this, the client team at Britannia is letting us have a cookie of a time!”

The 360-degree campaign will be led by television and digital platforms, including YouTube and social, as well as print.

The all-new Pure Magic Chocolush packs are available in multiple SKUs (12g: Rs 5, 75g: Rs 35, 300g: Rs 140) and are already available in retail stores and e-commerce platforms.

Mumbai: With Valentine’s Day round the corner, Candere by Kalyan Jewellers, a leading omnichannel jewel-tech brand, announced the launch of their Valentines’ Day campaign “Will You?” This is the cherished season of love when people express their emotions towards any special bonds. Candere by Kalyan Jewellers this year is celebrating the everlasting season of love in any and every special bond (be it a mother-daughter/ mother-daughter-in-law/ father-son/ b/w brothers & sisters/ husband-wife/ lovers etc.) ensuring a wholesome feeling without boundaries.

In social terms, “Will You?” relates to a proposal of some sort, however, the tagline “It’s only a matter of a question” gives it a deeper connotation establishing the fact that emotions need no words, it is something that is felt. Candere redefines the conventional emotional boundaries attached to this heartfelt question as part of their ongoing Valentines’ campaign.

The campaign explores Valentine’s Day as an opportunity to celebrate love with one and all. Love is not confined to couples in relationships or in a bond of marriage; but is beyond the definition associated with the terminology. “Will you?” captures every bond of love, be it with family, friends, someone special, or even self-love. This Valentine’s, one can avail of exciting offers of up to 100 per cent off on the making charges of diamond jewellery along with the lowest gold rates & up to 60 per cent off on making of Gold jewellery.

Speaking about the campaign, Candere Rupesh Jain founder and CEO said, “We at Candere believe in creating campaigns that have immense social connect with our customers in redefining every little emotion and celebrating it with their close ones. With our V-day campaign, we want to help our customers celebrate the timelessness component/factor in love of any bond of togetherness. The idea is to implement a lovingly crafted campaign showcasing romance and sharing a bond of love with any of your near and dear ones. It takes a unique turn in the celebration of the week/day of love that people can connect at many levels.”

“Candere has always believed in staying ahead of the curve in terms of impactful branding and building it brick by brick through each campaign communication. This helps in establishing the consumer connection leading to brand growth. With this year’s Valentine’s day campaign, we are confident that Brand candere will continue to establish itself as a strong jewellery brand for the evolving consumers in the online as well as the offline space,” said Candere by Kalyan Jewellers head -branding Trupti Morone.

The “Will you?” campaign has gone live from 28th January and will continue till 15th February. The offers will  be available on Candere’s online platform and at their Experience centres.

Mumbai: Contagious has declared the 2023 Contagious Pioneers list, an annual round up of the agencies that consistently set the standard for innovation and creative excellence in marketing.

The 2023 winners include AMV BBDO, London; BETC Paris; Colenso BBDO,  Auckland; Edelman, New York; FCB, New York; GUT Miami; Mother, London; and Ogilvy India, Mumbai.

The campaign demonstrated the highest levels of creativity and strategic thinking. The pioneer agencies are those that had multiple campaigns featured on Contagious IQ throughout 2022 and which performed well against other metrics, such as the ratio of campaigns created to the number of clients, and whether the campaigns were selected for more in-depth coverage.

Contagious IQ editor Chloe Markowicz said, “The Contagious IQ team is notoriously hard to impress. We’re only interested in covering the very best marketing in the world on our intelligence platform. Getting work featured on Contagious IQ is something that anyone should be proud of us but being named a Contagious Pioneer signifies that an agency has truly reached the pinnacle of creative excellence. While we were impressed with all our Pioneers this year, Colenso BBDO shows remarkable consistency in having made the list almost every year since Contagious first launched the Pioneers ranking in 2016. Edelman meanwhile, stands out for being the sole PR firm amongst a catalogue of creative agencies, proving that effective, groundbreaking communications can come from any discipline. I’m often asked what an agency needs to do to become a Contagious Pioneer. You can take me out to lunch or buy me gifts, but it won’t help. There is only one answer: produce truly exceptional work.”

Mumbai: Working with Cancer, the cross-industry coalition formed by Publicis Groupe to erase the stigma and insecurity of cancer at work, is launching a global ‘wake-up call’ urging everyone to play their part in supporting colleagues with cancer.  

After being diagnosed and treated for cancer last year, Publicis Groupe CEO Arthur Sadoun launched Working with Cancer at the World Economic Forum in Davos on 17th January. Today the program is an alliance of major international companies united by a pledge to create an open, supportive and recovery-forward culture for cancer sufferers. Founding partners include Abbvie, Adobe, Bank of America, BNP Paribas, BT, Citi, Google, Haleon, Labcorp, L’Oréal, Lloyd’s, LVMH, Marriott, McDonald’s, Meta, Mondelez, Microsoft, MSD, Nestlé, Omnicom, Pepsico, Renault Group, Sanofi, Toyota, Unilever, Verizon, and Walmart, the world’s largest private employer.  

Walmart president & CEO Doug McMillon, “Walmart is proud to partner with Working with Cancer and others to eliminate the workplace stigma of a cancer diagnosis. Our purpose is to help people save money and live a better life, and supporting the health and well-being of our own associates, including those who have been diagnosed with cancer, is at the core of that purpose. Together we can make the workplace better for those living with cancer and make a positive impact on people’s lives.”

Working with Cancer is now setting its sights on the wider world, through a wake-up call in time for World Cancer Day. It is anchored in the stark reality that half of us will be diagnosed with cancer in our lifetime, so all of us have a responsibility to support cancer patients at work. Central to this call is a campaign film, ”Monday” directed by Elena Petitti Di Roreto and Martin de Thurah, which depicts the often harrowing journey of cancer patients and the vital importance of workplace support. Many of the crew behind “Monday” are cancer survivors and caregivers themselves, bringing personal and authentic resonance to a film that highlights a universal issue.

Because driving social change in the workplace can often take years, Publicis is harnessing the power of creativity and mass media to accelerate momentum and adoption. A fully integrated campaign supported by $100 million in media generously donated by partners like Disney/ABC, NBCU, Warner Bros Discovery, Paramount, Fox, Roku, Snap, iHeart, Tiktok, YouTube, NCM, Screenvision, Clear Channel, Lamar, Zeta and Meta, who are contributing one billion impressions, will ensure this wake-up call is heard by all. Publicis Groupe will also contribute by becoming the first holding company to purchase and invest in a Super Bowl spot.

Publicis Groupe chairman & CEO Arthur Sadoun said,  “Thanks to the coalition of our partners and the support of the World Economic Forum, Working with Cancer is already positively impacting the lives of 20 million people. Of course, we will continue to rally more companies to the movement. But just as vital is the role all of us can play by standing with our colleagues with cancer. That is why we are launching a call not only for awareness, but for action from everyone, to create a real cultural shift in the workplace.”