ITV

Category: Ad Campaigns

  • Samsung launches innovative out-of-home campaign for WindFree AC Technology

    Samsung launches innovative out-of-home campaign for WindFree AC Technology

    Mumbai: Samsung has launched an innovative out-of-home campaign for its brand-new Split ACs with WindFree technology. The campaign is executed by Cheil India in association with Platinum Outdoor, a unit of Madison World.

    Following a two-year pandemic-mandated lockdown, the objective of the campaign is to capitalize on bringing out the best through OOH innovation and a huge revival of outdoor commute by placing large hoardings and branding at high traffic areas.  

    The campaign covers four cities across India, including Jaipur, Pune, Ahmedabad, and Kolkata. Samsung’s bright and eye-catching billboards have been placed in prominent, high traffic locations in each city, targeting high footfall locations and commuter areas.

    To creatively impact consumers, a large scale backlit cut out of AC was executed with a magnifying lens that magnifies the micro holes in the AC. The magnifying lens and AC were both backlit. ‘Samsung WindFree powerful gentle cooling’ was highlighted with acrylic letters. With the use of blue ice as a backdrop in the creatives, the campaign intended to depict a cool environment because of the ACs.   

    Samsung’s extensive one month campaign includes bright, LED-lit creatives visible on highways. With this clever, creative and striking outdoor campaign for Samsung, the brand has positioned itself to become a hot topic of conversation by discussing the importance of micro holes for clean and cool air in our homes.

    Speaking about the campaign, Samsung AC business product marketing head Ankur Kapoor said “Our latest range of premium WindFree™ air conditioners addresses consumers’ evolved home cooling needs and works efficiently by dispersing cool air through 23,000 micro holes. The new line-up is designed to give highest level of comfort by creating a still air environment, along with powerful cooling. We used innovative out of home hoardings to create awareness in key markets and it enabled us to connect with the right target audience for this product range.”

    Cheil India head- OOH business Durba Mandal said, “At Cheil India, we believe in creating both value and impact for Samsung with our focused planning approach. The brief from Samsung for its brand-new Split ACs with WindFree technology was very precise, i.e. to use the OOH format innovatively and highlight the technology feature of the newly launched range and I am glad we carried out the campaign flawlessly.”

    Platinum Outdoor and MRP CEO Dipankar Sanyal said, “We have been collaborating with Cheil for Samsung for over a decade now. It has always been our endeavor to create great work for our clients both on creative and planning using our Madison proprietary tools for sharper targeting. We are extremely happy to see our idea of bringing alive the various aspects of Samsung’s split AC with wind free technology on strategically located billboards.”

  • JSW Steel rolls out new corporate campaign ‘Always Around’

    JSW Steel rolls out new corporate campaign ‘Always Around’

    Mumbai: The flagship company of JSW Group, JSW Steel has unveiled its new campaign ‘Always Around’. Conceptualised by Ogilvy, the campaign will be rolled out in an episodic manner through a 360-degree Integrated campaign including TV, Digital, OOH etc.

    The first of its kind of campaign, it highlights the central role JSW Steel plays in our everyday lives, aligned with JSW Steel’s positioning as a preferred consumer brand.

    The campaign marks a transition from its current product-based communication to master-brand storytelling.

    The creative film showcases the various applications of JSW Steel in an engaging and entertaining format through the “Claymation” concept. The film shows blue and red coloured clay blocks constantly changing form to reflect the versatile nature of Steel.  The film ends with the formation of the JSW Steel logo from the same pieces of clay with the tagline “Always Around”, indicating the ubiquitous presence of JSW Steel.

    Commenting on the campaign launch, JSW Group’s Parth Jindal said, “Steel is all around us and as consumers, we do not realize how central Steel is in modern living. Our latest brand campaign ‘Always Around’ was conceptualized to communicate the key role JSW Steel plays in our everyday lives and it originated from multiple stakeholder insights. The core thought for the campaign was to showcase our brand philosophy in a contemporary way.”

    Adding to it, JSW Steel deputy MD Jayant Acharya said, “JSW Steel has invested heavily in technology and always provided differentiated products to its customers. Our unwavering focus on sustainability, diverse product portfolio and superior service has enabled our customers to confidently use JSW Steel in a plethora of applications. The multi-edit campaign brings alive the universal impact of JSW Steel in an aesthetically appealing format.”  

    Ogilvy India chief creative officer Sukesh Nayak said, “JSW Steel today is a part of almost everything in our lives, from packaging to mobility. ‘Always Around’ is a platform for the same. The visual manifestation of the idea beautifully brings to life how JSW is truly all around us.”

  • Policybazaar announces new tagline ‘Har Family Hogi Insured’ to strengthen its brand

    Policybazaar announces new tagline ‘Har Family Hogi Insured’ to strengthen its brand

    Mumbai: Online insurance marketplace Policybazaar has announced its new tagline – Har Family Hogi Insured to underscore the brand’s vision of a healthy and well-protected India.

    The tagline reinforces the company’s mission to help the Indian middle-class deal with the 3D’s death, disease and disability. The campaign is inspired by Insurance Regulatory and Development Authority (IRDAI) chairperson Shri Debashish Panda’s vision of providing insurance to each family by 2047.

    To further expand and deepen insurance penetration in India, Policybazaar has strengthened its physical presence with over 500 dedicated field agents, 35 newly-opened retail outlets and 6 new major centres apart from its existing Gurgaon and Mumbai operations.

    To cater to different regions and engage with customers, especially in Tier two and tier three cities, the brand provides native language support in 11 languages to guide them throughout the policy lifecycle.

    “With our commitment to putting customers at the centre of our services, we have been able to successfully enhance the level of insurance awareness for our existing consumers,” said Policybazaar.com co-founder and group CEO Yashish Dahiya. “We want to take the insurance distribution and access to every nook and corner of the country. This refreshed brand commitment focuses on tier 2 & 3 cities for advancing a higher level of awareness regarding insurance protection. The new tagline launch emphasizes our aim to democratise insurance in India where each member of the household is insured.”

    Even after witnessing an increased adoption after the pandemic, insurance penetration in India still remains low as compared to countries like the USA and China. At present, only 20 per cent of India’s 60 million families, i.e., people with more than $6000 per year income have adequate insurance coverage.

    “Our focus has always been on improving India’s insurance penetration and casting a wider financial safety net for each family in the country,” said Policybazaar.com CEO Sarbvir Singh. “Our new tagline to Har Family Hogi Insured strongly re-emphasizes the brand’s core values and focus. Customers in smaller towns and cities are now increasingly gravitating towards adequate insurance coverage. We are also seeing a steady shift in the business mix with 59 per cent of our insurance business coming from non-tier 1 cities, up from 28 percent in FY17.”

    Policybazaar is a leading digital insurance marketplace with a 93.4 per cent market share among all online insurance distributors, its 48 million customer base and over 126 million platform visitors.

  • Shyam Steel unveils new TVC with Sonu Sood

    Shyam Steel unveils new TVC with Sonu Sood

    Mumbai: The leading producer and manufacturer of primary TMT bars, Shyam Steel, has launched a new TVC campaign featuring Sonu Sood. Created by Mogae Media and directed by Vaibhav Misra, the TVC comes as an extension of Shyam Steel’s “Maksad Toh India Ko Banana Hai” campaign.  

    Sonu Sood has become the heartthrob and role model of the nation through his humanitarian effort to help out the people in dire straits throughout the nationwide lockdown. The association between Sonu Sood and the brand reflects upon the same core value, i.e., helping people realize their dreams and build long-term relationships. The TVC campaign will be promoted through a 360-degree approach. Led by digital platforms, the TVC will be showcased on news and GEC channels in TV & cinema halls. This will be followed by outdoor and print campaigns to sustain the communication till the festive season.   

    It aims to send across the brand message that Shyam Steel will assist people in achieving their dream as steel is just an offering, but the idea is to build the nation.  

    The TVC represents the strength, flexibility, and faith of the masses with the thought that steel is just an offering but building the nation is the larger goal. Achieving one’s dream epitomises perseverance, strength and determination, which are 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 rebars they represent a correct balance of strength and flexibility.

    The TVC campaign showcases Sonu Sood at a construction site of a high-rise building where he shares his experience in achieving his dream. When one’s dreams are built upon a strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable. Through this TVC Shyam Steel drives across the message that the company just doesn’t sell steel but assists in building the nation on a long-term basis.

    Speaking on the TVC campaign launch, Shyam Steel director Lalit Beriwala said “The campaign narrative embodies the principle of what Shyam Steel stands for as a brand. We at Shyam Steel aim to build the nation by assisting people in building their dreams. The TVC reflects the brand’s thoughts in connection with Sonu’s exemplary work in assisting people to achieve their dreams. Through this campaign, we are looking to establish a deeper connection with our target audience.”

    On associating with Shyam Steel on the TVC, Sonu Sood said “It was a wonderful experience working with Shyam Steel. Through this TVC we look forward to inspiring people to pursue their dreams and also establish the brand to connect with the audience.”

    Speaking on the ideation of the campaign Mogaé Media creative director Harish Arora said “With Shyam Steel Flexi Strong TMT bars TVC, we’ve tried to ignite the dreams of millions of youth in this country. The youth of today is well prepared to reach the pinnacle of success in the new India. And rest of the glory was added by the exceptionally polished actor and a great human being – Sonu Sood.”

  • Stationery brand Youva gears up to welcome students back to school, launches new campaign

    Stationery brand Youva gears up to welcome students back to school, launches new campaign

    Mumbai: Youva, the leading stationery brand from the house of ‘Navneet Education’, is geared up to welcome the students with a newly designed brand new stationery range supported by a Back to School campaign.

    Launching the campaign, Youva’s Chief Strategy Officer and spokesperson Abhijit Sanyal said, “With students coming back to school, we thought about celebrating this event by launching a brand new campaign, “Happy hoke chale school hum”. We have created an exciting film with our digital agency ‘ants digital’ that expresses the joy of children returning to school. The all-new product range and the new BTS campaign will help students to re-connect with classrooms and return to normalcy. There are challenges that we are facing as far as paper cost goes and we have taken every effort to minimize passing on the burden to our customers. But witnessing this sight of kids going back to school has created a huge sense of excitement for all of us.”

    Commenting on the launch of the brand film, Ants Digital CEO Sanjay Arora said, “this is one of our best films that has come alive. The whole film is a narrative of all mothers who are seeing the journey of their children in these last two years and the new excitement that is experienced by kids while preparing to go back to school. We had great fun creating this film and we are sure all the kids and their parents will love this.”

    The lockdowns and restrictions have hampered the children’s learning process and academic life for the past two years. Several important activities like physically coming to the classroom, interacting with the teacher, exercising and playing at the playground with fellow students were not experienced by them during this period.

    As a student brand, Youva has revamped its stationery range like Notebooks, Drawing books, Paint brushes, Crayons, Poster colours, Practical books, Geometry boxes and various such products with new designs and vibrant looks to welcome the children back to school.

    Stationery is most shared when students are together (apart from the lunch boxes though) and they do the most unimaginable things with it. More importantly stationery creates bonding between students when at school. The new Youva campaign is an apt metaphor for this insight.

  • Luminous Power Technologies announces new campaign featuring Sachin Tendulkar

    Luminous Power Technologies announces new campaign featuring Sachin Tendulkar

    Mumbai: Luminous Power Technologies has announced its latest television commercial featuring the brand ambassador – Sachin Tendulkar, who talks about using solar seamlessly in a fun yet impactful way.

    Developed and conceptualised by 82.5 Communications, the TVC establishes the comfort and convenience that Luminous brings in with its stellar range of Solar products, making it the go-to product with its catch line – Solar hai lagana toh Luminous ko hai bulana.

    The TVCs will be aired on prominent TV channels and shows. The campaign will be leveraged on the brand’s social media handles. It will also be promoted on all Luminous’ social media platforms i.e.- Twitter, Facebook, Instagram and YouTube.

    Introducing the new TVC campaign, Luminous Power Technologies  CMO Ruchika Gupta said, “We are 100% devoted to providing consumer centricity to all we do at Luminous. When it comes to solar, our extensive consumer research revealed that there is a great deal of ambiguity surrounding various areas of the buying decision-making process, which is enough to put off a lot of buyers.”

    “As a result, we created the “Solar Hai Lagana toh Luminous ko Bulaana” campaign to showcase the brand as a one-stop shop for all solar-related queries. This ad aims to combine consumer insight and storytelling, and I hope that you all resonate with it,” she added.

    Talking about the concept, 82.5 Communications India Chairman & Chief Creative Officer Sumanto Chattopadhyay, “Sachin is the evergreen brand ambassador for Luminous, complementing the inherent credibility of the brand. And who better to partner him than Mr Sun in convincing the consumer that Luminous is the right way to go solar.”

    82.5 communications India (North) president Chandana Agarwal, “As a leading name in power solutions, the onus is on Luminous to help the customer evolve to Solar. This communication aims at converting the fence-sitters by answering all the reasons that become a stumbling block. This is done in an interesting conversation between Sun and Sachin.”

    82.5 Communications India (North) Creative Head Preeta Mathur,  “Let no one cast doubt about Solar. The film talks to those who are contemplating the thought of installing Solar in their houses but haven’t taken the first step yet. Enters the team of Sun and Sachin to put a stop to all the confusion and let the world know that Luminous is the one-stop solution for Solar. Solar hai lagana toh Luminous ko bulana.”

  • Layer’r Shot deo ads accused of inappropriate content; MIB, ASCI take action

    Layer’r Shot deo ads accused of inappropriate content; MIB, ASCI take action

    MUMBAI: The ministry of information and broadcasting (MIB) on Saturday wrote to social media platforms -Twitter and YouTube to remove two recent controversial advertisements from deo brand Layer’r Shot for their alleged obscene content. The move came after several netizens flagged the offending video commercials, accusing them of ‘promoting rape culture’ and trivialising sexual violence against women, and of being plain ‘creepy’.

    The advertising self-regulatory body, ASCI (Advertising Standards Council of India) also suspended the ads after finding it to be in “serious breach of its code and against the public interest”.

    The ministry wrote to social media platforms – Twitter and YouTube to remove the offending video commercials of the deo brand for their alleged obscene content. The move came after ASCI found the ads violative of its advertisement codes.

    “An inappropriate & derogatory advertisement of deodorant is circulating on social media. The I&B ministry has asked Twitter & YouTube to immediately pull down all instances of this ad. The TV channel on which it appeared has already pulled it down on directions of the ministry,” the ministry tweeted.

    The ministry said the ads violate Rule 3(1)(b)(ii) of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021.

    The emails called the attention of the social media platforms to “certain videos which appear to be an advertisement of a company, and are being posted by several users on the intermediary platform Twitter” and the “video titled “Layerr shot Mall 15 Opt2 Hindi Sub HD” published” on 3 June.

    Following the ministry’s action, the channel Sony Ten 1 that originally aired the ad during a sports telecast has pulled it down.

    Coming right on the back of the ASCI updating its code to prevent new areas of possible discrimination or derision, the council was alerted to the offending ad for the deodorant product, on the morning of 3 June 2022, ASCI’s CEO Manisha Kapoor told Indiantelevision.com. After seeing the ad, which was in serious violation of Chapter II of the ASCI Code against offensive advertising, ASCI immediately invoked a special process called “Suspended Pending Investigation” (SPI).

    The body also wrote to the advertiser on the same day, informing them of the decision to suspend the advertising, and invited the advertiser’s response which would be tabled before the Consumer Complaints Council in the coming days, Kapoor further added.  

    One of the offending ads features a couple getting intimate in a bedroom when four of the guy’s friends barge into the room. They sneeringly ask the guy a seemingly loaded, crude question. After a few moments of suspense, wherein the girl is seen visibly getting alarmed at what the guys’ true intentions are, the ad reveals that the friends were just asking if they can use the Shot deo kept in the room!

    Layerr Shot deo ad #1:

    The second ad plays out along similar lines, where the four men are showcased indulging in an animated conversation at a supermarket. A woman is shown in the forefront, while they discuss who will take the “shot” since there are four of them and just one of “it”. Again, the ad plays on the fear factor of the woman, as she looks back in alarm at the four men, only to find that they are talking about the single bottle of the Shot deo left in the store, while she thinks they are talking about her.

    Layerr Shot deo ad #2 :

    Several users on Twitter called out the brand for being plain creepy and suggestive of sexual violence against women.

    “How does this kind of ads get approved, sick and outright disgusting. Is @layerr_shot full of perverts?” wrote one user.

    “Whoever ideated, wrote, produced, acted in and approved the new Layer’r Shot ads, shame on each one of you,” wrote another netizen.

    “@layerr_shot pull these ads. They perpetuate rape culture. Sony Liv pls stop broadcasting these #Layershot ads,” another Twitter user said.

    Another user wrote, “There have to be some regulations for ads man. That Shot deo ad is nothing short of disgusting. Even though I knew it was an ad and it wouldn’t happen. The fear for a second I felt was real. Imagine making an ad on the fears of millions of women,”

    “There have to be some regulations for ads man. That Shot deo ad is nothing short of disgusting. Even though I knew it was an ad and it wouldn’t happen. The fear for a second I felt was real. Imagine making an ad on the fears of millions of women! WTF!”, yet another tweeted.

  • Signature Global rolls out a new campaign ‘Kiraye Se Azaadi’

    Signature Global rolls out a new campaign ‘Kiraye Se Azaadi’

    Mumbai: The leading real estate company, Signature Global India Ltd has launched a series of TVCs that touch upon the daily struggles of prospective homebuyers living in rented accommodations. The campaign focuses on the message of inspiring homebuyers to get ‘Kiraye se Azaadi’.

    Created by TREE Design and produced & directed by SG Pictures, the ad films will be showcased on all major news channels along with various social media platforms like Youtube, Facebook and Instagram.

    Signature Global reiterates its core competency of ‘affordable housing’ with four short stories which target first time home buyers. Each of these stories is derived from insights thrown up by the everyday struggles in the lives of tenants and gets the point across in a light-hearted manner.

    These stories are not only very relatable but also very engaging with their humorous exaggeration of a tenant’s unique life experiences. Featuring some of the best actors in the business, these stories are brought alive by a touch of jocularity in word play which makes them thoroughly endearing and extremely memorable.

    The first TV commercial ‘Babuji’ showcases how landlords don’t allow tenants to make any changes in the rented house and doesn’t even allow them to put a nail on the wall to hang their father’s picture. It shows a family of three; an aged mother, played by actress Farida, along with her two sons sitting over a meal wherein the elder son holds the photograph of their late father while waiting for the younger son to finish his meal and take turn to hold the picture. The son’s role is portrayed by Actor Jameel Khan.

    In the second TV commercial ‘Window’, actor Amit Siya is shown climbing up to his house on the first floor of a building with the help of his wife, played by actress Divya Dutta, on the window as the landlord blocks entry into the home post-midnight whereas his boss keeps him occupied till late in the office.

    Featuring some of the best modern actors in the business, these stories are brought alive by a special freshness which makes them thoroughly endearing and extremely memorable.

    Talking about the new campaign, Signature Global chairman and whole-time director Pradeep Aggarwal said, “Signature Global reiterates its core competency of ‘affordable housing’ with these short stories which target inspiring & first time home buyers. We are trying to showcase the daily struggles of tenants who are often badgered by their landlords but in an entertaining way. At Signature Global, we are always trying to deliver houses which can turn into beautiful homes with all necessary amenities for a family; with lovable families; away from the daily nagging of landlords. This TVC effectively communicates this underlying idea. We are also extremely thankful to all the esteemed actors who have delivered the message beautifully.”

  • Bajaj Finance launches campaign, ‘Har Time Emi On Time’

    Bajaj Finance launches campaign, ‘Har Time Emi On Time’

    Mumbai: The lending arm of Bajaj Finserv, Bajaj Finance Limited has launched a public awareness initiative ‘Har Time EMI On Time’. The digital campaign aims to drive awareness around the needs and benefits of adopting good financial habits for a healthy financial future. The digital, multilingual campaign will be seen across all the digital properties of Bajaj Finance Limited such as the website, social media platforms, customer portal, IVR, mobile app, and other media infotainment channels.

    The brand campaign features the endearing Gupta Ji, of ‘Savdhaan Rahein. Safe Rahein.’ fame teaching Tinku Ji, the simple ways of paying his monthly EMIs on time, in an entertaining and melodious style. Through Tinku Ji, the customers and the general public are made aware of the various consequences of non-payment or late payment of instalments and further draw attention to the need of making timely repayments to boost one’s credit score, as it may have an impact on making future borrowings easier.

    The campaign highlights the benefits of timely EMI payments, consequences of late EMI payments, ways to keep their credit score healthy for future borrowings and simplified meanings of key financial terminologies. It comes as an extension of its original educational series, ‘ABC of EMI’ launched during the observance of the Financial Literacy Week in February 2022, that articulated the simplified meaning of EMI and the various factors associated with it such as interest rate, zero down payment, credit score etc.

    The campaign seeks to educate the public at large about the benefits of paying their monthly loan EMIs on time and the negative side effects of missing their loan payments on their overall financial health in the long run. The campaign also focuses on the importance of adopting a disciplined habit of ensuring to adhere to payment commitments to enjoy the benefits of various financial offerings available in the market.

  • Flipkart launches new Ad films for #BachonKaKhel campaign

    Flipkart launches new Ad films for #BachonKaKhel campaign

    Mumbai: Flipkart has launched three new ad films under its ongoing campaign #BachonKaKhel to highlight the industry-first benefits and policies introduced for 4.2 lakh sellers.

    Conceptualized by Art-E MediaTech, in phase 3 of the Bachon Ka Khel campaign, the films are set around crucial seller touchpoints where Bijendra Kala, now established as an expert Flipkart seller in the campaign’s films, motivates other sellers with the benefits of taking their business online through Flipkart.

    The film showcases benefits such as getting the fastest payments in the industry; ease of onboarding in 10 minutes, and listing and cataloging through an entertaining demo by the child artist Divyansh Dwivedi.

    In April, Flipkart introduced a slew of marketplace policy changes and new capabilities under Flipkart EDGE, as a part of its ongoing efforts to build an inclusive e-commerce ecosystem and contribute to the growth, prosperity, and empowerment of its sellers. The benefits include a 10-minutes hassle-free onboarding process, easy listing on the Flipkart marketplace with artificial intelligence (AI)-based innovations, and fast payments in 7-10 days. The #BachonKaKhel campaign amplifies these offerings to drive awareness among sellers about the ease of doing business on Flipkart.

    Speaking of the ad film launch, Flipkart senior director and head-marketplace Jagjeet Harode said, “As a homegrown e-commerce marketplace, we are constantly innovating and bringing new solutions to empower our seller partners from across the country. In this digital commerce era, we want to handhold and nurture MSMEs from Tier-2 and Tier-3 cities, who are ambitious and are looking to unlock their growth potential. Through the ‘Bachon Ka Khel’ campaign, we aim to educate the seller community about the ease of doing business with Flipkart in a simple and efficient manner.”

    Art-E MediaTech co-founder and chief business officer Rohit Sakunia said, “For us, the task at hand was to retain the impact and relevance of the characters and their roles as portrayed in the first two series of Bachon Ka Khel campaign. At the same time, we wanted the viewers to feel the air of change in not only the e-commerce platform but also in the way it positively impacts the sellers. With a fresh set-up and more new characters than the previous ones, these films are a whole new story of the way the Flipkart Seller Hub is changing the dynamics of online selling in India, by placing the seller and entrepreneur community in the centre of focus of these innovations.”