Mumbai: Pre-owned automobile segment OLX Autos, along with Bollywood director Rohit Shetty and Actor Sharman Joshi have released their second ad film titled ‘Boombastic Car’ under the ‘Shetty ke Car-Naame’ campaign.
The second 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 in a glamorized fashion performing gravity-defying stunts and often forming the centerpiece of the movies.
The new ad film titled – ‘Boombastic Car’ plays on the trope of Rohit using exploding cars in his movies. 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 conceptualized 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.
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 realizing 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.
The next two ad films in the campaign are scheduled to launch within the next few months.
Mumbai: AirAsia India has launched a 360-degree marketing campaign inviting flyers to become ‘Aviators’ and make the most of the benefits of the NeuPass rewards program by Tata Neu. The campaign is based on the insight that being a part of a family is a rewarding experience.
Conceptualised by AirAsia India’s creative agency, Wunderman Thompson India, the campaign features three distinct films with quirky and heart-warming human stories that bring alive the joy of being part of a family.
The integrated campaign across cinema, print, out-of-home, digital and social media platforms, showcases the power-packed benefits offered by AirAsia India on the NeuPass rewards program such as exclusive member discounts, complimentary Red Carpet priority check-in, baggage and boarding services and assured NeuCoins that can be redeemed across the family of Tata brands participating on the Tata Neu platform.
Speaking on the launch of the campaign, AirAsia India chief marketing officer Siddhartha Butalia said, “The NeuPass rewards program affords us the unique opportunity to redefine loyalty from the commoditised and transactional nature of traditional frequent flyer programs where individuals are defined by numbers, to a seamless and fulfilling experience of recognition and reward in every interaction. The campaign resonates the essence of what being part of a family is meant to be – a relationship of understanding, a feeling of fulfillment and an experience that is truly rewarding.”
Speaking of this association, Wunderman Thompson senior national creative director Priya Shivakumar commented, “We saw the launch of this unique rewards program and the wonderful benefits of becoming an Aviator with AirAsia India as an opportunity to communicate simple and endearing human stories with a touch of humour that bring alive the fact that close friends and family are the ones you can always count on. The campaign ties back seamlessly to the thought of ‘redeeming rewards from each member of the family’ which was the idea we set out to deliver. By doing this, we not only elevated the conversation, but also made it as personal and fulfilling as the rewards.”
Mumbai: Unacademy has released a new ad film ‘Focus | First Law of Learning’ to highlight another life learning from the cricket pitch of the IPL. In keeping with precedent, the film draws an interesting correlation between cricket and education and the need to stay focused.
The ninety-four-second long clip begins with the quintessential question, “Is baar IPL se kya seekha?.”
The film intersperses memorable match moments from IPL consisting of catches, run-outs and other on-field moments to deliver the importance of focusing to achieve one’s goals. As the film narrates through these highlights, it drives the message that emphasises the importance of ‘Focus’ and having a persistent and determined mind towards learning.
The film also showcases key shots of the players focusing on their catches and runs outs, despite various on-field distractions.
A key highlight of the film is the original soundtrack produced to further reiterate the message that focus is the first law of learning. The soundtrack has affirming lines like ‘Chahe Imtehaan ho Ya Khel ka maidaan ho Saara game focus ka hai’ and more to emphasise that whether cricket or academics focus makes or breaks a path.
Speaking about the launch, Unacademy chief marketing officer Karan Shroff said, “At Unacademy, we work with a central vision keeping the Learner at the core of all our decisions and especially our marketing campaigns are driven to empathise further with them in their strenuous journey of cracking goals. This year’s IPL campaign is also produced keeping a relevant life learning of focus of which we saw multiple instances during the game, helping Cricketers crack their goals. Learners go through multiple hurdles during their journey and through this film, we aim to motivate them to remain focused and determined towards their goals.”
Mumbai: Iodex, the leading body pain expert from GSK Consumer Healthcare and a renowned household name in India for over 100 years, partners with Cult.fit for its rapid recovery program to support fitness enthusiasts. Through this unique collaboration, a series of videos, dedicated to the 2R’s of exercise i.e. ‘Rest & Recovery’ are being rolled out exclusively for Cult.fit members.
Led by Cult.fit in-house experts, the videos will emphasize on the importance of rest and recovery post any exercise schedule. While exercise and training are important for overall fitness and health, people often tend to ignore the recovery phase. ‘Rest and recovery’ are paramount as they support the body in repairing and strengthening itself in between workout sessions and more importantly allows one to recover, both physically and psychologically. By following the rapid recovery program, individuals will be able to reduce the risk of injuries, increase flexibility, range of motion and improve performance.
The series is beneficial for fitness enthusiasts and athletes at different stages of their fitness journey. Iodex Rapid Action Spray is a perfect ally to not let pain stop them in their quest for achieving their dreams.
Commenting on this association, GSK Consumer Healthcare’s area marketing lead – pain & respiratory health, India Subcontinent, Bineet Jain said, “We are happy to partner with Cult.fit for this uniquely curated rapid recovery program, customized for individuals with an interest in sports and exercising. As a brand that encourages individuals to stay fit and active without the worry of body pain, we are confident that this series will be highly beneficial and help with faster recovery and lay the foundation for improved physical performance day after day.”
Cult.fit’s Brand head Prachita Pujari said, “We are looking forward to working with a brand that has such a strong legacy in pain relief and has been an essential part of Indian homes for decades. With this partnership, we are together propagating the idea and approach of efficient recovery and avoiding injuries, which is a vital part of fitness. We look forward to a fruitful association together!”
As a true body pain expert, Iodex understands pain needs of its consumers and continues to bring out innovations that cater to their evolving requirements. The brand offers an exhaustive portfolio of pain relief products including Iodex Balm, Iodex UltraGel & Iodex Rapid Action Spray, which can cater to different pain states & address varied format preferences of consumers.
Mumbai: Bata India has released a new campaign to announce the launch of its new versatile 24×7 casual collection. The 360-degree campaign titled ‘It’s Got To Be Bata’, features Bata India’s new brand ambassador Disha Patani.
The campaign is conceptualized by contract advertising. It lives up to the proposition of a versatile 24X7 casual collection as it follows Disha Patani to effortlessly step into different roles she dons during the day. Be it an action scene in a shoot or talk show or from a house party to a casual stroll outside, showing the proposition, whatever may be the occasion, it’s got to be Bata.
What further gives this campaign a unique edge is the catchy lyrics ‘It’s Got To be Bata’ of the background score that has been penned by the renowned lyricist Amitabh Bhattacharya.
The new 24×7 casual collection has been designed keeping in mind the evolving needs of the modern Indian woman whose footwear needs to be evolved during the pandemic. Pre-pandemic shoppers were looking for footwear for different occasions, but today, they look for the versatility of styles that can work across occasions. Both the collection and the campaign derive inspiration from the versatile roles that women play today while never compromising on style. The 24X7 casual collection features brands like Bata, Bata Red Label, Bata Comfit and Naturalizer that have artisanal-style craftwork in block heels and fresh wedges, and include hues of metallic shine and summer sparkle. The collection, therefore, presents a diverse range of stylish, casual shoes that can enable women to hop from one occasion to another, anytime, anywhere.
Speaking on this new campaign and TVC, Bata India’s managing director and CEO Gunjan Shah said, “Casualisation has become a big trend over the last couple of years. Consumers now seek styles that are versatile enough to take them through multiple occasions in a day. Multifunctional footwear, therefore, has become more relevant for women today and Bata is introducing footwear that merges active and leisurewear attributes.”
“The 24×7 casual collection is curated keeping in mind the various roles that women play throughout the day for which they need versatile casual shoes to effortlessly move from one occasion to another. It features Bata, Bata Red Label, Bata Comfit and Naturalizer brands, with artisanal styled heels, wedges & trendy sneakers with hues of colours that can be matched with any occasion, anytime, anywhere. The new campaign features our new brand ambassador Disha Patani, and we hope to attract younger audiences who seek outdoors-inspired benefits, while still wanting a fashion-driven aesthetic that works well for the city life”
Talking about the association with Bata, Contract India chief creative officer Sagar Mahabaleshwarkar said, “Over the last few years, we have seen Bata transition to a fashion-forward brand with product lines that are in sync with the latest of trends – be it casuals or sneakers or formals. With this campaign, we had an interesting opportunity of taking the brand journey forward. From the journey that started with the ‘Surprisingly Bata’ campaign in 2018, it was time to take a more confident and bolder stance. Association with Disha has helped bring about this transition, she personifies the attributes that we want Bata to represent today – stylish, glam, young, more confident and bold. The campaign is beautifully supported by lyrics crafted by Amitabh Bhattacharya, one of India’s ace lyricists.
The lyricist for the campaign, Amitabh Bhattacharya said, “Bata has been a part of our life since childhood. So, when the brand team approached me, I was naturally excited to be associated with this iconic brand and be able to contribute towards its growth. Bata was launching a new range of womens’ shoes that were versatile and could be worn to multiple occasions and wanted my help in crafting a jingle for this launch campaign. While writing, I made sure that the lyrics resonated with the young Indian women of today. The jingle had to be catchy and hummable and also deliver a certain attitude & confidence. That’s why the refrain, “Bata Nahi Toh Aur Kya? It’s Got To Be Bata!”
Mumbai: Skybags has unveiled a new brand campaign “Chase The World” with Varun Dhawan, highlighting three of its recently launched most stylish range of luggage bags – the Globerunner, the Openskies and the Abstract. Keeping in mind the Gen Z traveller’s aspirations to stand out and explore, the campaign showcases fashion-forward bags featuring bold, colourful and maximalist designs.
The campaign aims to rightly capture the impulsive, fun and fashion sensibilities of today’s youth. The actor and youth icon has been representing the brand Skybags for a few years now. Skybags is the pioneer and market leader in the printed hard luggage category in India.
Varun’s vibe connects with millennials and GenZ consumers, who are looking to make a statement with stylish & eye-catching Skybags design and functionality.
With Varun Dhawan urging youngsters to Chase the world, the campaign taps into the aspirations of a growing number of young people who want to venture out in search of new experiences, wanting to scale new heights in their lives. It is expected to stoke people’s desire to travel, encouraging viewers to get their ‘bucket lists’ out and get ready to make it real. It will resonate with the millennial and GenZ travel enthusiasts who had to spend large parts of the past two years being holed up at home on account of intermittent lockdowns.
The campaign is ready for a 360-degree launch across a range of media like TV, Cinema, digital platforms & OOH for a maximum impact. Interaction between the brand & the audience will be on the digital platforms, where people like to share their travel experiences through pictures, Vlogs and more. These new-age travellers want to look their best across various locales, with the trendiest gear on them.
Speaking about this campaign, VIP Industries vice-president-marketing Praful Gupta said, “The global unlock, signals the bouncing back of the travel and hospitality industry. To celebrate the new normal, we aim to connect very closely with our target millennial and Gen Z consumers who are all set to chase the world in style. We have endeavoured to reach out to the millennials who are always in quest of something truly unique and trendy. Both the campaign and the collection aim to capture this essence. Through our campaign, we are geared to cater specifically to the needs of this segment.”
The D2C brand SleepyCat has launched a new campaign for Ultima Mattress featuring stand-up comedian & actor, Vir Das.
Designed with a revolutionary CoolTEC™ fabric and DeepTouch™ pressure Technology, the Ultima is India’s first mattress that keeps the user 4° cooler and provides 7-zone body support.
The campaign is designed by Foodlooking Digital. In true Vir Das spirit, it highlights the superlative features of the product through a quirky representation of what comfort truly looks and feels like, with the Ultima mattress.
The campaign kicks off with Vir Das sound asleep in a luxurious igloo and snuggling in the lap of comfort, alluding to the cooling element of the mattress. Suddenly, he is brought back to reality and finds himself sleeping in his bed, on a SleepyCat Ultima mattress.
The simple yet visually stunning narrative brings out the cutting-edge technology of CoolTEC™ fabric of the Ultima Mattress, which is known to draw heat away from the body thereby keeping you up to 4° cooler.
In the second film, Vir Das personifies the epitome of relaxation, on a massage bed in a luxury spa. Vir can be seen waking up with his alarm, only to find himself in his bed on the Ultima mattress. Each layer of the Ultima mattress is contoured according to the support required by different parts of the body using DeepTouch™ Pressure Technology. This helps the mattress provide accurate and responsive 7-zone support, akin to a calming massage that helps you get deeper, more restful sleep.
As someone who is always on the go, touring the world and giving award winning performances, Vir Das truly understands the importance of sound sleep and unmatched comfort. Speaking about his association with the brand, he commented, “I have a love-hate relationship with sleep. I love it so much that I hate not having enough time for it.”
He added, “So I have to make the most of the seven-eight hours I get. And having not just a good, but a freaking awesome mattress is a non-negotiable thing for me. SleepyCat has these super innovative products that cater to specific user needs, and I love that they’re looking out for us. What fascinated me the most about Ultima Mattress is that it keeps your body 4° cooler. And you know that the line I am in needs one to have a cool and collected head. It also gives you ample support like we all want, in a mattress and life in general! If I could, I would carry it with me wherever I go.”
Commenting on the new campaign, SleepyCat founder and CEO Kabir Siddiq said, “With our mission to provide unmatched comfort and sound sleep solutions, we are always integrating advanced technology that pushes the envelope with each product we launch. The Ultima is set to revolutionize the standard of sleep.”
Explaining the idea behind roping in Vir Das, Siddiq said, “Coming together with a creative powerhouse like Vir Das has been an amazing journey. He is the ideal representation of the young Indian- dynamic, discerning and appreciates the value of true comfort and mental health. Through this campaign, people will get to see the ‘other side’ of Vir’s life- a “lie-down” instead of a “stand-up”, as he truly enjoys the experience of rest. For Vir, the Ultima Mattress checks all the boxes and we’re sure that this will be the case for the rest of the country as well.”
Mumbai: SEO company Infidigita has won the SEO mandate for Khatabook, a Bangalore-based SaaS FinTech company. The partnership aims to help Khatabook achieve its marketing objectives via organic channels.
Following this association, Infidigit will work closely with Khatabook to help it expand its organic reach and develop a distinctive identity in the country’s business landscape.
Infidigit is also responsible for delivering organic recommendations to help drive traffic and further strengthen its SEO processes.
Khatabook SEO manager Kiran Kurnool said, “We are partnering with Infidigit to strategise and elevate our brand image. The team identified the key attributes of our SEO and developed a strategy that has a higher chance of becoming a success. Also, we were impressed with the team’s enthusiasm when it came to optimising our site, and I am hopeful that it will help us reach out to the appropriate audience.”
Infidigit founder and MD Kaushal Thakkar, said, “Khatabook is a visionary brand that I know will revolutionise how Indian SMEs manage business finance. We are delighted to collaborate with them to create organic digital growth via the Khatabook website. We will be creating the SEO strategy, roadmap and content assets to make Khatabook’s digital journey even more successful and boost organic growth.”
Mumbai: Finolex Cables Limited has announced Kartik Aaryan and Kiara Advani as its brand ambassadors along with a brand refresh and the launch of a 360-degree campaign.
The new campaign is called ‘No Stress. Finolex’ will showcase the brand’s diverse product range of ceiling fans, LED lights along with electric cables and wires in three TVCs featuring the two actors.
“Driven by a set of timeless values and a contemporary vision, Finolex Cables has always provided quality products to its customers, which we will continue to do with our refreshed brand mantra of ‘Xceeds Xpectations’,” said Finolex Cables executive chairman Deepak Chhabria. “Our growth in the FMEG segment is a testimony of our unparalleled understanding of the discerning needs of the customer. With a diverse product portfolio range and a robust distribution network, we aim to carry forward our cables and wires legacy and become the number one destination for all FMEG products in the country.”
“There is a rising awareness among the new age consumers about safe, smart and stress-free home solutions,” said Finolex Cables president sales and marketing Amit Mathur. “Our dedication and passion in making our customer’s life Stress Free has resulted in designing our products to be feasible and dependable. The new campaign reiterates this purpose and our promise to go beyond customer expectations by providing them with reliable and innovative electrical solutions. We are delighted to have Kartik Aaryan and Kiara Advani, two of the most promising and talented young actors of the film industry, to be the face of the brand and help further strengthen the brand’s connect with its customers.”
“I am pleased to be associated with Finolex Cables, a brand that has quality products, diversified product portfolio and a strong market presence,” said Kartik Aaryan. “The new campaign being relatable and refreshing, resonates with my personality and is in sync with today’s youthful mindset.”
“I am glad to represent a brand with such a positive and deep-rooted Indian legacy,” said Kiara Advani. “While there is constant innovation and new designs, the quality is never compromised and I’m elated to be part of something that represents such consistency.”
The ‘No Stress. Finolex’ campaign will roll out in the second week of May and will reach the audience through traditional and new age mediums including the brands digital channels. The 360-degree campaign will showcase multiple aspects of the brands positioning and product portfolio and will have renditions on television, radio, digital, BTL and OOH platforms.
Mumbai: Sony Sports Network has launched its new campaign for cricket that provides the chance to celebrate India’s favourite game in 2022. The sports network launched the first of three films this week, which is a part of their campaign titled ‘Non-Stop cricket on Sony Sports Network’ on its sports channels and social media platforms.
For the first time, audiences will get to see one of India’s finest cricketers, Smriti Mandhana and Bollywood’s most talked-about actor, Pankaj Tripathi, come together to promote the non-stop cricketing action on the sports network. The campaign also emphasises the cricket roster on the network with the apt tagline ‘Ab cricket fans ke pass hai celebration ka big reason, kyunki sony pe dikhega cricket ka full seasons.’
The campaign stands out from other conventional cricket campaigns as the first-time viewers will see one of India’s biggest women cricketers helming the campaign for all formats of men’s and women’s cricket.
Sony Pictures Networks India, chief revenue officer, distribution and head-sports business, Rajesh Kaul said, “We have taken a clutter-breaking approach and used a leading woman cricketer to promote men’s cricket in a first of its kind campaign. Smriti Mandhana, the opening batter for Team India was a perfect choice to front our campaign, ‘Non-Stop cricket on Sony Sports Network’ and the film showcase and cement our position as the best destination for year-round quality cricketing action. With over 1800 hours of Live cricket, our fans will get to watch exciting matches that include India Men’s and Women’s cricket series, International T20i leagues and more.”
Bollywood actor Pankaj Tripathi said, “I am delighted to be a part of such an inclusive campaign by Sony Sports Network where Bollywood meets cricket in an innovative manner. The campaign takes a clutter-breaking route with Smriti Mandhana, one of India’s top cricketers, promoting men’s cricket among others from the non-stop cricket roster on their network.”
India Women’s Cricket Team member Smriti Mandhana added, “I am excited to be a part of the ‘Non-Stop cricket on Sony Sports Network’ campaign. The messaging is not only innovative but also progressive. It is a great association, and I am looking forward to the cricketing season on Sony Sports Network.”
