ITV

Category: Ad Campaigns

  • BBDO India announces new campaign for Milkbasket

    BBDO India announces new campaign for Milkbasket

    Mumbai: Milkbasket has rolled out a new campaign in partnership with BBDO India. The campaign spreads the message that no matter what life throws your way, one thing is for certain: there’s always a way to save the day. Through six short videos, BBDO India captures and brings to life a number of everyday life scenarios we can all truly relate to, from weight gain to unexpected invited guests to the unfortunate consequences of a night out—sure to make anyone smile.

    Speaking about the association, Milksbasket co-founder Yatish said, “Milkbasket, as a brand, represents reliability and convenience. We always strive to live up to our promise of an assured delivery of daily essentials by 7 a.m. every morning, come what may. Our customers frequently express how much Milkbasket has simplified their home management. That’s why we wanted to develop a fresh new campaign that honoured how our customers feel about us and how much we care about them and their daily lives. I wanted a refreshing take on our everyday life scenarios—something that is crisp, short, witty, and memorable. I am glad about the work put in by our brand team and BBDO on this campaign. I believe this campaign would leave behind millions of smiles.”

    Adding to it, BBDO chief growth officer and general manager Nikhil Mahajan says, “Milkbasket has a very unique offering, solving a problem that probably every household faces. That, combined with our age-old tradition of having essentials bought or delivered early in the morning, makes for a great positioning platform that’s high on both relevance and relatability. As we scale up the service across multiple cities, the task of hyper-localising the brand and finding cultural roots in the everyday behaviour of our TG is the key opportunity and objective that we are going after. We are working very closely with the team at Milkbasket to create a national power brand that is truly regional in its behaviour. It’s been a super exciting journey, and I’m looking forward to the results this campaign brings to the business.”

    Talking about the creative thought, BBDO Delhi chief commercial officer Krishna Mani said, “This insight of making mornings good came from the personal experiences of the team working on the brand. Everyone in the team is a frequent user of the Milkbasket app, and they swear by it. The feeling of waking up and finding your Milkbasket packet at your door, complete with everything you need for the day, just makes mornings that much better. Good morning should really be said because it’s a good morning!”

  • With Otrivin’s ‘Pollution Capture Pencils’ initiative, school kids write open letters addressing the rising pollution

    With Otrivin’s ‘Pollution Capture Pencils’ initiative, school kids write open letters addressing the rising pollution

    Mumbai: This Children’s Day, Otrivin Breathe Clean encourages adults to take a pause to listen to the voices of children and give them this special gift: the gift of breathing clean. Otrivin Breathe Clean brings to life this initiative of 1000 open letters, written by children using a special pencil, through a campaign designed by Grey Group.

    Otrivin’s Actions to Breathe Cleaner programme recently announced the launch of a new initiative called “Pollution Capture Pencils,” which turned pollution waste by-products into pencils for children.

    As a part of this initiative, Otrivin Breathe Clean installed twenty-two sustainable and self-cleaning air purifiers to improve the air quality of approximately one thousand school children. The pollution residue collected from these air purifiers was then mixed with graphite to create “Pollution Capture Pencils.” These specially produced and designed pencils were used by school children in Delhi NCR to write over 1,000 open letters to adults, urging them to take small actions to help them breathe better.

    Through these 1,000 open letters, children have shared their pollution stories with the world, talking about how air pollution is impacting their lives and what small steps they are taking as young kids to make this world a better place. The heartwarming letters share personal incidents and anecdotes from these children’s lives. The “Pollution Capture Pencils” are acting as instruments of change for the school children.

    A common thread binding the words of over a thousand children is a desire to live in a pollution-free environment and a wish that every individual make small amends to build a better future. Children also urge adults to take small yet impactful actions like participating in a tree-planting drive, turning off their cars while waiting at a red light, or commuting using public transportation.

    Otrivin Breathe Clean is committed to helping people breathe better, and this initiative is a step towards bolstering this commitment. The Actions to Breathe Cleaner initiative is attempting to bring air pollution to the forefront of Indian citizens’ minds by not only highlighting the problems it causes, but also by suggesting simple everyday actions that can combat it.

    Haleon India subcontinent pain and respiratory health lead Bineet Jain said, “Rising levels of air pollution in Indian cities are a big problem, and children are one of the most vulnerable groups exposed to it. The “Pollution Capture Pencils” have been used as instruments of change by children to express themselves through heartwarming letters. The letters make us realise the world that we live in through the eyes of children. These letters struck a chord with me, and I am sure they will appeal to everyone at large. If each one of us can take a small action to breathe cleaner, then together we will make this a better world for our future generations.”

    Grey Group India chief commercial officer and managing director Sandipan Bhattacharyya added, “When a message for change comes from the ones who contribute the least to pollution but are the worst affected, it’s bound to be compelling. This is a campaign to trigger introspection and action. So, we hope these letters from children, written with pencils made from carbon extracts from polluted air, make each one of us take a small step for change.”

    The initiative doesn’t end just yet. It will continue to take the “Actions to Breathe Cleaner” programme to greater heights. Otrivin Breathe Clean will soon announce upcoming events and developments.

  • Pepsi announces new campaign ‘More Fizz, More Refreshing’

    Pepsi announces new campaign ‘More Fizz, More Refreshing’

    Mumbai: Pepsi has rolled out a new ad film that continues to elevate its philosophy of “More Fizz, More Refreshing,” featuring brand ambassador Salman Khan.

    The new film reiterates that Pepsi is the voice and choice of the swag generation. The campaign’s core message is to encourage young people to try Pepsi, which is now offering a more fizzy refreshing experience to consumers.

    The new Pepsi TVC will be amplified via a robust 360-degree campaign. Pepsi is available in single and multi serve packs across all modern and traditional retail outlets in India, as well as on leading e-commerce platforms.  

    The film opens with a young couple sitting at a diner, where a waitress serves them a bottle of chilled Pepsi. The guy gets up, walks to the waitress, and asks her to serve them a cola beverage with more fizz, and he is overheard by none other than superstar and swag ambassador Salman Khan, who is seated nearby.

    Khan, in his irreverent swagger, passes on a glass of cola and asks him to try it. The boy’s thirst is dramatically quenched, and he asks the waitress if he wants the same cola beverage as the one given to him just now. Hearing this, Khan says he was just given Pepsi, which surprises the boy because he hadn’t expected Pepsi to have so much fizz. The boy then picks up a bottle of Pepsi and is seen enjoying the more refreshing experience that it has to offer.

    Speaking on the film, PepsiCo India Pepsi Cola category lead Saumya Rathor said, “Pepsi’s new campaign brings alive the philosophy of swag and refreshment with more fizz. This campaign is pivoting on driving trials while maintaining the brand’s quintessential irreverent challenger spirit. Working with Salman has been an absolute delight, and we are sure all Pepsi lovers will enjoy his new swag avatar in the film.”

  • Canon India launches EOS R series marvel ‘EOS R6 Mark II’

    Canon India launches EOS R series marvel ‘EOS R6 Mark II’

    Mumbai: Canon India has launched its latest marvel in the EOS R line-up, ‘EOS R6 Mark II’. To announce the launch of this new product, Canon India presents a new digital film titled Make It Dramagic.

    The film beautifully weaves together the soul of photography and filmmaking, which is that of capturing raw emotions and depicting the story in every moment. The central concept of the digital film depicts how a creative professional recognises the drama and how the right camera ignites the visual magic to create an ideal capture. It is a celebration of creativity across genres and the creator’s magical vision that comes alive with a camera that is best suited for diverse needs.

    Rolled out across Canon India’s social media handles, the film takes one through many visually appealing scenarios, from a dramatic slow motion of the horse jumping on land to a pre-wedding shoot of a couple underwater to capturing the mesmerising aerial dancer in the air that demonstrates the superiority of the ‘EOS R6 Mark II’ in stills and movies.

    It also sheds light on the game-changing features of the camera, including a resolution of 24.2 megapixels, 4K 60p, and full HD 180p. As the film progresses from one visual to the next, the “EOS R6 Mark II” promises ‘100 per cent Dramagic’ with 6K RAW movie external recording with an electronic shutter at 40 fps, HDR model for moving objects, and normal ISO 102400 + IS for both indoor-outdoor and day-night shoots.

    On the launch of the film, Canon India senior director of consumer system products and imaging communication business C. Sukumaran said, “At Canon, we believe in creating imaging solutions that push creative boundaries for photographers and filmmakers to capture the extraordinary. The digital film celebrates the spirit of Dramagic that can be brought to reality with our latest marvel, the ‘EOS R6 Mark II.’ The futuristic build and advanced features of the ‘EOS R6 Mark II’ with respect to image quality and post-production speed, make it an effortless fit across genres. We are of the utmost belief that India will be in as much awe of this new marvel and what it can do as we at Canon are.”

  • Godrej redefines ABCD on Children’s Day

    Godrej redefines ABCD on Children’s Day

    Mumbai: Godrej Group has launched a new campaign for Children’s Day that redefines all 26 letters of English. The new-age ABC song was released on the group’s social media pages.

    Sung in the same tune as the traditional ABC, it makes the learning process easy and catchy. The song aims to help little ones grow and live better, thereby promoting a society and nation that thrive. The song aspires to help raise the children to be genuine, well-aware, and streetwise individuals who learned facts and values early in their lives.

    With a vision of replacing the traditional ABC with the new-age ABC, Godrej Group has tied up with Teach For India for an on-ground partnership. They will be posting the video on their social media handles as well as sharing it with their fellows, who will make videos/reels of them reciting this new ABCD song. Going forward, we will be approaching more schools and the Educational Board of India to include ABC in the pre-school curriculum.

    Speaking on the launch of the new ABC song, Godrej Group executive director and chief brand officer Tanya Dubash said, “It is imperative that children learn and inculcate the right attitudes and habits at a tender age. Since Children’s Day is extra special for us at Godrej, we thought of gifting our kids with a song that will help them become better individuals tomorrow, even as they learn the basics of the alphabet. The new ABC song will therefore be an appropriate introduction to learning for the children of today.”

    Speaking about the partnership, Teach For India CEO and founder trustee Shaheen Mistri added, “At Teach For India, we keep children at the centre of everything that we do. We want every child to reach their truest potential by giving them access to an excellent, reimagined education. With the new-age ABCDs, we can start to sow the seeds of what children can truly imagine for themselves, for others, and for India.”

    Creativeland Asia co-founder and creative vice chairman Anu Joseph said, “With so many things changing around us over the last couple of years, we thought kids should have a new set of things to remember and learn. Therefore, this new-age ABC song.

  • Power Gummies joins Splitsvilla X4 as health partner

    Power Gummies joins Splitsvilla X4 as health partner

    Mumbai: Power Gummies has announced sponsorship for the latest season of SplitsvillaX4 as a health partner. With this partnership, Power Gummies strives to connect with gen-z and millennial consumers to increase their interest in gummies.

    The collaboration will allow Power Gummies to showcase its product line, which includes gorgeous hair and nail vitamins, as part of the show’s “Hair Growth Matlab Power Gummies” campaign.

    As a health partner, the gummy brand will ensure that the contestants have all the nutrition and power they need to complete their tasks effectively and will provide them with absolute care in the form of a best nutrition friend.

    Following the partnership, hosts Sunny Leone and Arjun Bijlani will make product mentions throughout the show. There will also be a Power Gummies challenge. The contestant will have to consume a unisex gummy before the task to reinforce the importance of vitamin intake for a healthy body and the fact that Power Gummies are the simplest solution to it in the most Spiltsvilla twisty way.

    The company would also give gift hampers to winning contestants. It will include Power Gummies, gorgeous hair & nail vitamins, merchandise, a mask, a travel pillow, a hair scrunchie, and dapper hair & beard vitamins.

    Commenting on the association, Power Gummies founder and CEO Divij Bajaj said, “Our aim at Power Gummies is to take away the obligatory notion of taking vitamin supplements in the form of medicine by providing them with a friendly alternative in delicious multi-vitamins. Our partnership with SplitsvillaX4 provides a perfect platform for educating people, mostly gen-z and millennials, about the importance of good health and how simple it may be to maintain a healthy lifestyle with just two gummies per day.”

    Through SplitsvillaX4, Power Gummies will spread the word about the innovative gummies that keenly focus on intertwined relationships, varied personalities, and lifestyle-oriented and situation-based tasks. Also, the contestants will increase brand awareness by posting five Instagram product-specific videos about their product experiences. Furthermore, Power Gummies will be announcing the upcoming release of their Dapper Hair & Beard Gummies through digital presence and kiosk placement during the show.

  • PHD India rolls out new campaign for Volkswagen Taigun

    PHD India rolls out new campaign for Volkswagen Taigun

    Mumbai: PHD India has launched a campaign in partnership with evo India magazine, demonstrating the sheer power of the Volkswagen Taigun and highlighting its one-year journey in a way that has never been done before.

    To showcase the SUVW’s distinctive characteristics, sturdiness, and perseverance, PHD India and evo conceptualised the “Border Patrol” campaign, which shines a light on its state-of-the-art features and puts its safety and endurance to the test.

    The idea behind the campaign involved taking the Taigun on a challenging and thrilling 579-km journey through the unmapped terrain of the Bharatmala Road in the Rajasthan sector, along the borders of Pakistan. From dusk to dawn, the four variants of the Taigun powered through sandy and snowy routes to reach their final destination, setting a national record in the India Book of Records for the longest drive along the Western border and establishing a high performance and safety benchmark for the segment.

    Volkswagen head of marketing Abbey Thomas flagged off the epic event, and the evo India team, led by Sirish Chandran, undertook the journey while Team PHD took on the reins of the marketing strategy.

    Speaking about the campaign, PHD Media CEO Monaz Todywalla said, “As challenger brands, both Volkswagen and PHD Media share a highly ambitious mindset, and redefining the status quo is in our DNA. It was an exciting opportunity for us to execute a campaign that draws inspiration from this viewpoint and helps Volkswagen create unparalleled experiences unlike any other.”

    Adding to this, Omnicom Media Group chief content officer Shailja Saraswati stated, “Milestones are a terrific moment to spark joy, and as celebrations go, nothing speaks volumes like a stand-out immersive experience that draws audiences in. The Border Patrol campaign is an ode to Volkswagen’s journey in India and captures Taigun’s ‘hustle mode’ with evocative storytelling of heroic stories and pizzazz!”

    Volkswagen Passenger Cars India head of marketing and PR Abbey Thomas said, “The Volkswagen Taigun is one of our most admired models by virtue of being the first SUVW made with love in India for the Indian market. Our goal is to stay true to our roots and create a slick SUV built on the core DNA of the Volkswagen brand. The hustle that could take on the most challenging terrains in India with ease while delivering the highest level of safety and comfort. To showcase its capabilities and celebrate its first anniversary, we needed to go the extra mile and do something out of the ordinary. Thanks to PHD Media and evo India, we delivered an experience that is off the beaten track and puts the spotlight on the unmatched endurance and performance of the Volkswagen Taigun.”

    evo India editor Sirish Chandran said, “Our partnership with Volkswagen and PHD India enabled us to carry out a thrilling campaign that we were glad to be a part of. Having the opportunity to do something we had never done before was an exciting prospect in itself. Undertaking such a challenging but exciting journey and setting a new national record in the process was an experience unlike any other. We knew it was not going to be easy, but the Taigun’s capabilities on the road far exceeded our expectations and made it an unforgettable journey unlike any other.”

  • Cadbury Bournvita unveils new campaign ‘Faith Not Force’

    Cadbury Bournvita unveils new campaign ‘Faith Not Force’

    Mumbai: Cadbury Bournvita has launched a new campaign film, titled “Faith, Not Force,” with a strong reminder for society to recognise and nurture every child’s individual potential.

    Conceptulised by Ogilvy Mumbai, the campaign is a movement that aims to enlighten parents to take notice of their children’s true talent instead of forcing them into preset career moulds. It is supported by a high-decibel 360-degree marketing campaign, including print activations, partnerships with leading social media platforms, and influencer engagement.

    As a society, we’ve always dictated what our kids’ futures should be. Even though we have their best interests at heart, we force our kids towards a particular profession, often ignoring their natural inclination and talent.

    And to demonstrate this in a manner that registers and drives the point home, the brand has decided to do something audacious. It transformed the iconic Bournvita Jar, found in every household, and forced the jars to become something they weren’t destined to be—a toilet cleaner jar, an egg box, a tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle. These jars contain Bournvita powder inside them but don’t look like the Bournvita jars they were meant to be.

    The intent is to shock consumers when they reach out for the iconic Bournvita jar at shopping aisles and our direct-to-consumer website and notice these strange-looking packs, to help them draw a parallel to situations when children are also forced to follow a predetermined path that may work for others but may not be true to the child’s individual potential.

    The Bournvita Forced Packs are available at select Star Bazaar outlets as well as online. By bringing these jars home and sharing their pledge, parents can demonstrate that they, too, are opposed to forcing children and support “FaithNotForce.”

    For the launch, Cadbury Bournvita has partnered with Star Bazaar to feature the shocking avatar of jars in select stores and capture shoppers’ reactions in real-time.

    Commenting on the campaign, Mondelez India GCBM director of marketing Vikasdeep Katyal said, “Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on nutritional needs. While society continues to view career options as having a narrow range, we recognised the need to encourage parents to relieve themselves of the burden of passing on the same career choices to their children. Our idea is built on the simple premise of not overlooking a child’s true potential, and we are confident that the innovation in terms of the packaging will help parents take notice of the campaign along with the “FaithNotForce” pledge on www.thebournvitastore.in. We sincerely hope to gain support in our attempt towards instilling faith and celebrating every child’s uniqueness.”

    Speaking on the thought-provoking campaign, Ogilvy India chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “It took a long time and many test runs before we could get this project to the floor. Right from idea to execution, our creative team, Akshay Seth and Chinmay Raut, and the larger Bournvita team at Ogilvy have spared no effort. From the birth of the idea to planning the campaign ecosystem, designing the packs and e-commerce page, it has been an exciting journey. When people around saw the idea, the emotions it evoked was all the proof we needed, that we’ve hit upon a truth that needs to be told. Forced packs is an intervention; to stop pushing our ambitions onto our children.”

  • See how every app is advertising for Cadbury 5 Star for free!

    See how every app is advertising for Cadbury 5 Star for free!

    Mumbai: Cadbury 5 Star has taken its famous tagline “Do Nothing” a notch higher. While other brands spend a fortune on deploying ads and in-app banners during the festive season, Cadbury 5 Star has reduced its budget to zero and declared that it can now “do nothing” to advertise.

    That’s because the brand has simplified its logo into a graphic of five stars. Now every time any app asks for a rating, the five blank stars on the app screen will resemble the new 5-star logo, which means every app will end up advertising for the product without even intending to. As a result, the brand is now visible across apps without the need to spend or do anything.

    Conceptualised by Ogilvy, the one-of-a-kind “#5StarsEverywhere” campaign cuts through the noise of regular, high-budget promotional activities by deftly playing on what the brand does best: innovate.

    Ratings have become an integral part of all D2C services, from food and grocery delivery to audio books and online shopping. Executing yet another brave idea, Cadbury 5 Star jumped at this opportunity and made itself synonymous with ratings across the board, essentially hijacking every app platform and smartly turning it around to be an ad for the chocolate.

    With their new logo now present all over the internet, the brand now plans to hijack other mediums for free advertising over the coming weeks, by leveraging this crazy approach.

    Speaking about this creative advertising, Mondelez India vice president of marketing Nitin Saini said, “With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the “Do Nothing” proposition. As a youth-centric brand, all our recent efforts were aimed to resonate with the current generation, from NothingCoin to our Valentine’s Day alibi campaign, “My Cousin’s Wedding.” Now with “#5StarsEverywhere,” the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing in advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promoting, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message, “Do Nothing.””

    Talking about the unique concept, Ogilvy India chief creative officer Sukesh Nayak said, “Cadbury 5 Star believes in the philosophy of “Doing Nothing.” To solidify this idea in young minds, we conceptualised a smart hack with “#5StarEverywhere.” This is a disruptive app takeover idea that maximises partnerships by ensuring that 5 Star’s brand logo integration happens effortlessly across apps that have a rating mechanism. In the festive season, when brands bombard consumers with thousands of branded ads, we cleverly redesigned the 5 Star wrapper to mimic the “ratings” sections that are present across most apps and subliminally turned them into ads for 5 Star. So now anyone who sees an app rating page will think of Cadbury 5 Star. Yes, you will see a 5 Star literally everywhere. The list goes across platforms, service categories, languages, and countries. What adds to the fun, thanks to our ingenious idea, is that the brand will be literally everywhere and be part of fun conversations by doing nothing beyond the regular media budget.”

  • Amazon Pay celebrates ease of digital payments for merchants

    Amazon Pay celebrates ease of digital payments for merchants

    Mumbai: Amazon Pay has unveiled the second leg of its digital campaign “#AbHarDinHuaAasan” to celebrate the way digital payments simplify the lives of millions of merchants across the country.

    Over five million merchants have now signed up for the Amazon Pay for Business app since its launch. The campaign film portrays day-to-day instances where merchants experience the convenience of Amazon Pay and underscores the simplicity of using payment tools to enable customers to pay anyone, anywhere, effortlessly, and get instant rewards.

    The “#AbHarDinHuaAasan” campaign film reflects on how business owners experience the ease of payment acceptance amidst the hustle and bustle in their stores and manage their businesses efficiently. It also shows the ease of credit access via the Amazon Pay ICICI Co-Branded Credit Card, which enables its customers to expand their budget instantly. Furthermore, it showcases how local store owners can grow their businesses with the Amazon Pay for business app through features such as account reconciliation and more.

    Speaking about the campaign, Amazon Pay India whole-time director Vikas Bansal said, “Our aim is to simplify lives and fulfil aspirations by solving the payments and financial needs of every Indian. We make digital payments trusted, convenient, fast, and frictionless, and enable the widest choice of payment options for both our merchants and customers. Our continued focus is to empower SMBs and micro-merchants through payment tools and solutions that help enhance their digital payment experience across multiple customer touchpoints. “#AbHarDinHuaAasan” is our endeavour to raise awareness and further strengthen the need for the adoption of digital payments and encourage every merchant and customer, old or young, to transact seamlessly.”

    The first part of the #AbHarDinHuaAasan campaign launched in 2021, showcasing the ease of using digital payments post-pandemic and its impact on millions of customers and merchants. The film brought out the convenience, safety, and ubiquity of Amazon Pay and how it inspires small and micro business owners to seamlessly start adopting digital payments.