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Category: Ad Campaigns

  • Pepsi Black new campaign celebrates balance between taste & health

    Pepsi Black new campaign celebrates balance between taste & health

    Mumbai: Pepsi for the first time, launches a brand campaign for its zero-calorie variant Pepsi Black featuring bollywood actress Jacqueline Fernandez. The new “Max Taste with Zero Sugar” campaign celebrates the balance of taste and health. The campaign recreates Pepsi’s most iconic Cindy Crawford commercial with Bollywood actor Jacqueline Fernandez.

    The film is set at a secluded vintage gas station where two young boys are seen filling their tanks. A girl on a bike soon pulls over at the gas station. She is then seen parking her bike and removing her helmet only to reveal that the girl on the bike is Jacqueline Fernandez, sporting cut-off jean shorts and white tank top. The film shows Jacqueline taking a swig from the Pepsi Black can. The boys are seen being awestruck, and the film keeps you guessing whether they are enthralled by Jacqueline’s presence or by the new Pepsi Black can – only to innocently reveal that all this while the boys were mesmerised by new Pepsi Black.  The captivating film ends by reinstating that new Pepsi Black promises you maximum taste with zero sugar.

     

     

    The new Pepsi Black takes the brand’s commitment to constant innovation and reiterates its belief of ‘Winning with pep+.’ The new Pepsi Black TVC will be amplified via a robust 360-degree campaign spanning TV, digital, outdoor, and social media. The new matte cans are available across all modern and traditional retail outlets in India, as well as on leading e-commerce platforms.

    Speaking on the launch, PepsiCo India  category lead – Pepsi Cola Saumya Rathor said, “With more and more people looking for sugar-free alternatives especially post the pandemic, and with an intent to bring more positive choices to our consumers, we are all geared to launch the new Pepsi Black that brings max taste with no sugar.”

    “It has also been wonderful to collaborate once again with the beautiful Jacqueline Fernandez who fit perfectly into our vision of recreating the iconic Cindy Crawford commercial. We are confident that this campaign will make waves here as it did globally and will be loved by our audiences,” she further added.

    Commenting on the new film, Jacqueline Fernandez said, “I have always admired the iconic Pepsi commercial and have always looked forward to collaborating with the brand. It has been very special to recreate the timeless Cindy Crawford ad and I am honoured to bring this to life for the new SWAG generation of today. It’s been great shooting for this commercial and I am certain that the new Pepsi Black with zero sugar is going to appeal to consumers across India, like it did to me.”

  • Tata Starbucks rolls out 360-degree campaign #ItStartsWithYourName

    Tata Starbucks rolls out 360-degree campaign #ItStartsWithYourName

    Mumbai: Tata Starbucks has launched its new 360-degree campaign #ItStartsWithYourName, calling out all new customers to come and experience the warmth, personalization and strong sense of connection the brand offers. The campaign has been crafted specifically for customers across the cities of Bengaluru, Gurgaon, Indore, and Bhopal to begin with.   

    As a people-first brand, Starbucks sees all its customers as people. It is celebrated for warmly greeting its customers by their name and making each interaction personal.  

    Created by Edelman India, #ItStartsWithYourName campaign taps into the insight of, if you know a person’s name, more so his/her ‘special’ name or name they were given by friends, relatives, etc., you become closer to them. You break barriers and make them feel at home.

    The campaign celebrates this simple gesture, which welcomes each person walking into any Starbucks store across the country and makes the brand more inclusive.

    The film starts off with two working women making their way to a Starbucks store, one hesitant and homesick as she misses her mother in a new city. To cheer her up, her colleague shares her nickname with the Barista, which leads to him calling out her order by a name that brings a smile to her face. The film showcases the small, but significant personal touches that spark joy and a sense of belonging – experienced at every Tata Starbucks store.

    Tata Starbuckalso announced an exciting array of launches as a part of its strategy to drive growth and acquire new customers. The pilot will see the introduction of the New ‘Picco’ size for beverages, delicious South Indian filter coffee, a range of exciting signature milkshakes, masala chai, cardamom chai and a completely revamped food menu featuring Bite-sized snacks, shareable food and a range of freshly assembled sandwiches. The brand will also be unveiling a range of exciting price points through this launch.

    Each of these launches is supported by a short film that connects the new innovations to a sweet personal moment of connection and warmth. These short films will go live in a staggered manner over the next fortnight.

    The film introducing the new size ‘Picco’ is a lovable take on how customers can enjoy their favourite coffee at an exciting price.

    The ‘filter coffee’ film celebrates the special relationship between a grandmother and grandson as they both enjoy a wonderful cup of South Indian filter coffee, as good as Daadi’s, well almost.

    The ‘masala chai’ film is a sweet tribute to families and shared memories over the perfect cup of tea, just the way mom makes it.

    Introducing Starbucks Signature milkshakes through the romance shared by a senior couple and demonstrating the revamped food menu through camaraderie between two friends as they share their food and have a great time; all films celebrate the special relationships customers have and the sweet moments in their lives.

    Talking about the campaign, Tata Starbucks CEO Sushant Dash said, “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connect with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”

    Further talking about the campaign, Edelman Asia, Pacific and India head of brand Ashutosh Munshi said, “Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by TATA Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates TATA Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”

  • Volkswagen Virtus unveils 360° campaign to boost premium mid-size sedan market

    Volkswagen Virtus unveils 360° campaign to boost premium mid-size sedan market

    Mumbai: Volkswagen has launched a new campaign, titled ‘Hello Goosebumps’, for its sedan Virtus. Conceptualised by DDB Mudra Group, the film aims to plug in excitement and energy into the premium mid-size sedan segment by highlighting the thrill and joy of driving the new Volkswagen Virtus.

    The striking, exhilarating and German-engineered new Volkswagen Virtus aims to reignite the premium midsize sedan with its ‘Big by’ design, performance, safety, connectivity, convenience and comfort. The Virtus is a true Volkswagen developed on the core DNA of the brand of build quality, safety and fun-to-drive experience and each element has been captured through the new TVC campaign.

    Volkswagen’s media agency, PHD India, further elevated the launch campaign via its 360-degree incisive approach, covering all vital media channels, and crafting an effective marketing strategy. PHD was tasked with building enthusiasm and maximising outreach amongst its target audience to amplify the launch experience of Volkswagen Virtus.  

    The campaign kick-started on a high note with the ‘French Window Innovation’ in India’s top-read newspaper, The Times of India. Garnering scores of impressions across the country, this large-canvas innovation delivered high-visibility engagement that today’s audiences desire and was augmented by high-impact roadblocks on leading business and news digital publications to maximise reach and frequency.

    The integrated campaign was further strengthened with an influencer marketing strategy featuring India’s leading mega influencers like Tamanaah Bhatia, Yami Gautam, Mrunal Thakur, and more, perfectly encapsulating the essence of Virtus’ tagline – ‘Hello Goosebumps!’ through their own personal and professional journeys.

    Speaking on the campaign launch, Volkswagen Passenger Cars India head of marketing & PR Abbey Thomas commented, “With the launch of the new Volkswagen Virtus, our intention was to showcase the potential of the premium midsize sedan segment. The Virtus boasts of a striking design, exhilarating performance and German-engineered built and safety that has the ability to reignite the segment. Our communication positioning for the Virtus’ ‘Hello Goosebumps’ has been rightly captured by our partner DDB Mudra Group and amplified by PHD media in reaching out to our intended consumers. The combined efforts have elevated the excitement and thrill of driving sedans paving the way for an introduction truly befitting of the Virtus.”

    DDB Mudra creative head – west Pallavi Chakravarti said, “This sedan looks like a dream and drives like one too. ‘Hello Goosebumps’ captures the essence of the Volkswagen Virtus in a simple, visceral campaign that every passionate driver will undoubtedly relate to.”  

    PHD Media India CEO Monaz Todywalla said, “Our partnership with Volkswagen gave us the opportunity to steer another big launch campaign to its true potential while staying true to PHD’s tradition of helping its clients make significant leaps in the marketing space. Utilising key strategies across all touchpoints to maximise reach, an outcome like this always gives us the impetus to continue building impactful experiences for brands like Volkswagen and elevate their marketing strategies to be a cut above the rest”.

  • Cadbury fuse launches its new marketing campaign featuring The Great Khali

    Cadbury fuse launches its new marketing campaign featuring The Great Khali

    Mumbai: Mondelez India’s Cadbury Fuse has rolled out a new marketing campaign with WWE champion The Great Khali to support its newest ‘bhaari’ proposition.

    The new campaign “Cadbury Fuse, Bhaari Hai” aka “It’s Heavy” showcases the product as a substantial snack catering to hunger pangs throughout the day.

    To bring alive ‘Bhaari’ ness of the campaign, the brand has on boarded former WWE World HeavyWeight champion, Dalip Singh Rana aka The Great Khali.

    Setting the new proposition in action, the TVC opens with two students discussing hunger pangs hitting them through what seems like a never-ending science lecture. While all the students continue to work on their assigned tasks, one of them is seen sending out a text message seeking help. The film then cuts to a shot of The Great Khali walking in, to his rescue, revealing the Bhaari/Heavy Cadbury Fuse as he reaches the student. The ad ends with Khali feeding the student Cadbury Fuse, a snack that satisfies Bhaari Bhook.

    In addition to the TVC, the campaign is supported by high decibel digital and innovative outdoor initiatives. This includes capitalizing on the ongoing social media trend of block transition reels, select disclaimer videos on YouTube and impactful on-ground activations, all emphasizing on the ‘Bhaari’ness of the product.

    Speaking about the campaign, Mondelez India  president (marketing) Anil Viswanathan said, “The role of snacking has evolved considerably over the past couple of years. Consumers are constantly on the lookout for snacks that are not only indulgent but also filling at the same time. Our premium countline brand, Cadbury Fuse has been bridging that gap in consumers’ lives ever since its launch in 2016. With this new proposition, we aim to recapitulate Cadbury Fuse as a substantial, filling snack, that reigns in hunger pangs while providing a great taste experience. With The Great Khali on board, we are excited to see India’s favourite HeavyWeight champion help us manifest the Bhaari messaging behind the latest campaign”

    Talking about the execution and idea behind the campaign Ogilvy chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha, said “In the new campaign for Cadbury Fuse we put the spotlight on what the product delivers best – it’s a bhaari snack, stuffed with peanuts, chocolate and caramel, making it the most wholesome answer to hunger. To exaggerate the ‘bhaari-ness’ we use Khali as the carrier and the feeder.”

    “The director, Abhinav Pratiman has delivered the humour just right. Khali is almost apologetic about the disruption his entry causes. The subtle chaos in the chemistry lab, the reaction of the students and the professor will make people want to see the commercial every time it plays,” they added.

    Wavemaker chief client officer head West Shekhar Banerjee added, “What you will see is the synergy of three heavyweight champions. The Great Khali, Cadbury Fuse, and power of precision content targeting. This is a very creative use of custom intent and AI driven search content, helping us in hijacking every piece of content around snacks with Khali like a bolt from the blue, establishing Fuse as a Bhaari snack.”

  • Shyam Steel ropes in Virat Kohli & Anushka Sharma for its new TVC launch

    Shyam Steel ropes in Virat Kohli & Anushka Sharma for its new TVC launch

    Mumbai: Producers and manufacturers of primary TMT Bars, Shyam Steel launched its new TVC campaign featuring former captain of India national cricket team Virat Kohli and actor Anushka Sharma. The new TVC is the extension of Shyam Steel’s ‘Hamesha Ke Liye Strong’ campaign.  

    The campaign aims to send across the brand message that a strong bond of relationship is achieved through a perfect balance of strength and flexibility just like Shyam Steel Flexi Strong TMT Bars. The TVC has been created by Rediffusion Brand Solutions and the production house is Cornerstone. The TVC is directed by Abhishek Burman.

    The balance of strength and flexibility keeps the foundation of the relationship strong which is also affiliated with Shyam Steel’s core brand philosophy. The TVC reflects on this thought process that when your dream home is built with Shyam Steel flexi-strong TMT Bars they represent a correct balance of strength and flexibility which keeps your home strong forever.

    The TVC Campaign showcases Virat Kohli and Anushka Sharma sitting near the dining table and their uncle joins them for dinner. While Virat and Anushka start eating with their spoon and fork their uncle starts eating with hand. Seeing his uncle, Anushka and Virat also start having their dinner with hands and they both look at each other smiling. When one has a correct balance of strength and flexibility, the relationship is built upon a strong foundation like steel, thus sustaining for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT Bars, such houses are more sustainable.

    Speaking on the TVC campaign launch, Shyam Steel director Lalit Beriwala said “Sometimes small gestures can make a big difference in our relationships. The relationship we share with family at home forms the crux of the strong foundation. The campaign narrative embodies the principle of what Shyam Steel stands as a brand with strength and flexibility at its core. The star power of Virat Kohli and Anushka Sharma will help the brand to establish a deeper connection with our target audience, especially in the regional markets.”

    Rediffusion Brand Solutions’ Sreeparna Gupta said, “The film narrates the story of simple everyday situations to highlight how flexibility in relationships keeps the bond strong over years. Just like the perfect balance of flexibility and strength present in Shyam Steel, TMT Bars keep the structure strong for years. Virat Kohli and Anushka Sharma add their own charm and star power that helps to connect with the audience till the last mile.”

    Shyam Steel will launch two more TVC films with Virat Kohli and Anushka Sharma in the month of August and September 2022, respectively. The TVC campaign will be promoted through a 360-degree approach. The TVC will be showcased in digital platforms along with news, sports, entertainment and GEC channels in TV and cinema halls. This will be followed by outdoor and print campaigns to sustain the communication until the current financial year.

    Shyam Steel with an annual turnover of Rs 4,500 crores is now on a steady expansion mode braving the disruptions caused by Covid-19 pandemic. The company, an integral partner of building new India, is committed to meaningfully contribute to the realisation of the target of 300 million tonnes steel production by 2030-31. Shyam Steel have also signed Olympic medallists Lovlina Borgohain and Manpreet Singh as their Build India brand ambassadors, in addition to Sonu Sood. The brand is also associated with Virat Kohli and Anushka Sharma as the face of the company.

  • OLX Autos launches its third ad film with Rohit Shetty

    OLX Autos launches its third ad film with Rohit Shetty

    Mumbai: India’s leading player in the pre-owned automobile segment OLX Autos, along with Bollywood director Rohit Shetty and actor Sharman Joshi have released their third ad film titled “Ghoomti Hui Car” under the ‘Shetty ke Car-Naame’ campaign.

    The third ad film in the series of four films, focuses around the value proposition of OLX Autos, offering the ‘best-price’ for pre-owned cars and conveys the delightful experience consumers can expect when selling their cars to OLX Autos. The campaign films are a humorous take on the common tropes found across Rohit Shetty’s movies, where cars are often shown performing a wide array of stunts and often forming the centrepiece of the movies.

    The new ad film titled – “Ghoomti Hui Car” plays on the trope of Rohit Shetty using cars that spin around or drift for an extended period of time often to mark the entry of a superstar actor in key scenes across his movies as demonstrated by Ajay Devgn’s entry in “Singham”. Rohit proposes the sale of the stunt car to Sharman Joshi, who portrays the role of an OLX Autos employee, who then delights him by offering the best price for the same.  

    The campaign conceptualised by Lowe Lintas Delhi once again resonates and showcases OLX Autos’ commitment to offering the  best price on any car that a consumer may be keen to sell.

    The final ad film in the campaign is scheduled to air in July 2022.  

    With a low per capita car ownership rate in India, pre-owned cars outpace new cars in terms of cars sold and are often the first set of wheels for many consumers. The supply for pre-owned cars stems from existing car owners. However, given the largely fragmented nature of the pre-owned car market consumers often face difficulties in realising the right price while selling their cars. The campaign seeks to highlight key offerings by OLX Autos, which aim at removing this information and access asymmetry with transparent evaluation process with no hidden charges, free inspection, seamless RC transfer and more.

  • Cannes Lions 2022: Decoding Pixel Party’s award-winning campaign

    Cannes Lions 2022: Decoding Pixel Party’s award-winning campaign

    Mumbai: A wholly independent Indian content and experience company and one of the key partners behind the ‘The Unfiltered History Tour’ campaign Pixel Party has created history at the Cannes Lions: The International Festival of Creativity. This is the first time an India based firm has won the highest number of Lions, including a Titanium Lion, three Grand Prix, one Gold Lion, four Silver Lions and three Bronze Lions. This stellar campaign was created by Dentsu Webchutney and Pixel Party, thus creating an unparalleled interactive tour of the British Museum using augmented reality technology.

    Being the most awarded campaign at Cannes Lions 2022, ‘the Unfiltered History Tour’ captures the story of the British Museum’s stolen artefacts. For this award-winning campaign, Pixel Party developed the filters for the British museum tour by using the first of its kind technology – LiDAR (light detection ranging), which was employed to create a dynamic auto adapting Instagram filter that blends satellite data with augmented reality, to account for changing lighting conditions in the Museum.

    Using Instagram augmented reality filters, visitors can scan the museum’s disputed artefacts and see them being teleported back in time to their countries of origin. It also relays violent moments in history with the help of ten experts from those countries. The visuals were inspired by Akira Kurosawa’s black and white films and were designed to match the emotional stories told by the experts.

    Pixel Party founder and director Kalpit Dwivedi said, “This has been one of the most exciting and rewarding journeys for us. The entire process of creating an immersive experience was fascinating and challenging. It forced us to think out of the box and tackle unique situations, and we are very proud of the results. Working with a hardcore creative advertising technologist like Gurbaksh Singh (chief innovation officer of Dentsu Creative) was very thrilling and inspiring. Technology enables more powerful, impactful storytelling. So, we decided to try this using a social platform that can build a rich experience for every user – which is how Instagram’s augmented reality filters became part of this project.”

    Pixel Party director Sumit Grover said, “Executing this entire campaign took almost 18 months and the entire journey was exhilarating. It feels truly incredible to be recognized on the biggest international stage. From the entire team that poured their heart into crafting this campaign, this is our commitment to further discourse that will make room for underrepresented voices in the industry. Well, it’s been a long journey and now it’s getting the rewards that it truly deserves”

  • Gillette India latest ad film narrates story of social entrepreneur Prashant Gade

    Gillette India latest ad film narrates story of social entrepreneur Prashant Gade

    Mumbai: Gillette India’s latest ad film narrates the true story of social entrepreneur Prashant Gade, whose real-life journey is an encouraging example for young Indians to go beyond the expectations of society and redefine our truest possibilities.

    In 2018, Prashant opted out of a high-paying engineering job to create the world’s most affordable bionic arm.

    The thought-provoking commentary on societal notions limiting our potential is a theme of its ongoing campaign #ShavingStereotypes.

    The newest edition of the shaving stereotypes campaign, titled #EngineeringChange urges young Indian students to introspect and rethink how education can be a stepping stone for changing more than just their own lives. In line with its global mission of inspiring ‘The Best a Man Can Be’, the film authentically portrays the one-dimensional perspective with which many people treat their education and degrees.

    The featured true story serves as an example to convey the brand’s message: every one of us can meaningfully contribute to our communities, we just need to be aware of our true potential.

    Today, he has changed the lives of several people with disabilities, by inventing and manufacturing a low-cost prosthetic limb that’s accessible to all. In doing so, he has redefined his purpose and taken the unconventional road to bring to life his true potential, shaving stereotypes and challenging norms to inspire future generations to follow.

    Conceptualised by Grey India, the film reflects on Prashant’s real-life journey, showing how he faced the harsh realities of disability when he spotted an amputee struggling to shave his face. This made him question the purpose of his education, and very soon, that doubt was replaced with a burning passion to use his knowledge and qualification to make a difference. After a lot of hard work and ingenuity, he created a bionic prosthetic and founded his ‘Inali Foundation’ to contribute to the lives of thousands of amputees.

    Narrated through Prashant’s lens, the story encourages younger generations to adopt new and fresh perspectives on how they can truly unlock their full potential and break out of the limits set by traditional norms. Gillette hopes to inspire them to be ‘The Best They Can Be,’ and help others do the same.

    Gillette India senior director and country category leader Saurabh Bajpai said, “Since the beginning, Gillette has been committed to helping men look, feel and be their best. This commitment is brought to life through our brand purpose that inspires everything we do which is, ‘Grooming the Next Generation of Men.’ We are thrilled to partner with Prashant to support his endeavour in helping thousands of amputees. Through #ShavingStereotypes, we want to inspire young men and women around the world to be bold in defining their purpose and contribute to the communities around them in their own unique ways.”

    Grey Group managing director & chief creative officer Sandipan Bhattacharyya said, “We all know that education is a career-builder, but we often ignore how it can equip us to make a difference to the world at large. It has the power to inspire us to go beyond society’s pre-defined benchmarks. Prashant’s story acts as a reminder for all of us to look deeper and discover the true potential of education. The courage and conviction he had to bring about a change in the lives of so many, is what makes him such an inspiration.”

  • Disney Star launches #MixItUp campaign film to celebrate Pride month

    Disney Star launches #MixItUp campaign film to celebrate Pride month

    Mumbai: It’s Pride month of 2022 and to celebrate this lyrically, Disney Star network has launched a powerful music video #MixItUp. Disney Star recognizes and appreciates the need for creating a more inclusive world.

    We live in a world full of colour and all shades together make the rainbow. Man, woman, gay, lesbian, transgender, and a plethora of shades define us. The world and India have been waking up to the need for celebrating diversity and expression, demonstrating respect for every individual, and affirming individual choices and the right to be who they want to be.

    To open conversations, the network ignited the idea of pushing boundaries symbolically – and inspiring everyone to consciously make space without prejudice and make the world even more beautiful.

    The campaign video #MixItUp features real people with real stories and true love in one space, regardless of gender or sexual orientation. Some were outstanding singers, some were great dancers, and we mixed it all up.

    The result was a loving message that encouraged each one to open their hearts to everyone. After all, a world full of love makes room for everyone.

  • RummyCircle unveils new TVCs featuring Hrithik Roshan

    RummyCircle unveils new TVCs featuring Hrithik Roshan

    Mumbai: Online skill gaming platform RummyCircle on Monday unveiled two new TVC campaigns featuring Bollywood star and brand ambassador Hrithik Roshan.

    The TVCs highlight the company’s vision to redefine online rummy and skill gaming in India. The new ads are based on overcoming the challenges in life, much like the game of Rummy, in a unique, fun and action-packed manner.

    The brand unveiled both new ads via a high decibel television commercial. The new campaigns demonstrate real-life scenarios where Hrithik is engrossed in the game of rummy and how he overcomes the challenges by being one step ahead. Hrithik will be seen in multimedia campaigns by RummyCircle, spanning across TV, digital and social media platforms.

    One of the ads- “Photoshoot,” as the name suggests, is set in a background where an action scene is shot but the harness snaps. Energetic in his demeanour, Hrithik works up a model with local props to make the shoot happen. Similarly, the other ad “Yacht” showcases how a well-lit background goes dark due to a power cut, but Hrithik finds a way to resume the celebrations in an even more interesting manner. Both the TVCs convey a powerful message that presence of mind paired with the right attitude can help deal with situations logically illustrates ‘Jo hoshiyari se khele, use jeetne se koi rok nahin sakta’ and inspires the audience to stay resilient.