Mumbai: Over-the-counter brand Revital H has launched a campaign called #NekiEbadat to celebrate the month of Ramadan.
Muslims fast the entire duration of Ramadan which can be tough on people whose occupation involves intense physical activity. The Sun Pharm brand launched a campaign called #NekiEbadat that inspires people to take a step forward and help others in need which is a core principle of Islam. The principle is heightened during Ramadan as charity lies at the heart of the holy month.
Revital H has created an online platform where people can contribute towards this cause by creating their own Iftar Thali and donate it at a click of a button. On every plate donated, Revital H will contribute one plate from its side as well. Sun Pharma consumer healthcare has partnered with the Love Care Foundation, a prominent non-government organisation (NGO) working with kids from underprivileged sections of the society.
The campaign is ongoing and has covered places like Delhi NCR and Faridabad. Till date 16000+ plates have been donated via the online platform. The campaign is live on Revital H’s Facebook, Instagram and YouTube channels with a planned outreach to more than ten million people. The total donation amount collected till date through this initiative is around 14 lakh.
Mumbai: To embrace the imperfection of a mother on this Mother’s Day, Mankind Pharma brand Prega News has launched a new campaign called #SheIsImperfectlyPerfect.
The video campaign advocates that it’s completely fine to be not so perfect. The film breaks the stereotypical image of a mother who always forces herself to be perfect in everything. There is always needless pressure on every mom to be perfect, that puts her in self-doubt of being a good mother. The campaign emphasises the fact that a mother is undoubtedly above all, as she is unique in herself.
The video depicts a working mother who forgot to order baby food for her child and later felt guilty about it. The campaign showcases how a mother is always under needless pressure to be perfect, which puts her in a self-doubt of being good at everything she does. As per the statistics, 81 per cent of mothers feel guilty at some point in their lives, with 21 per cent feeling this way most or all the time. The campaign spread the messages to embrace the imperfection of a mother who is always on her toes to work best for her child.
Commenting on the campaign Mankind Pharma general manager for sales and marketing Joy Chatterjee said, “Over the years Prega News has been instrumental in bringing joy and smiles on the faces of moms-to-be.”
“Through this campaign, we want to spread the message to embrace the imperfection of a mother who is unique in herself and undoubtedly above all. We would want to break the stereotypical image of a mother to be perfect in everything she does, and this Mother’s day, let’s celebrate the imperfection of a mother as #SheIsImperfectlyPerfect,” Chatterjee added.
Mumbai: Smartphone brand Vivo on Thursday released a new brand film in India titled ‘Live the Joy.’ The two-minute video sheds light on the purpose of Vivo as a technology brand.
“With this digital film, Vivo hopes to help consumers recognise moments of joy in their lives and cherish these moments as they’re meant to. The core message of the film is that there is joy in the world all around us – be it through self-expression, connections with our loved ones or in the multitude of things all around us if we look at it through the right perspective,” said the brand in a statement.
Backed by a strong narrative, the DVC communicates how one can find Joy in every moment in their lives as long as we look at it from the right perspective. The film further elaborates on this point by depicting beautiful instances such as the simplest moment of an interesting looking shadow or the craziness of the peak of a roller coaster ride, the simplest exchange of messages or a grand public gesture of love, sharing your laughter with hundreds on stage or giggling to yourself while scrolling through social media.
“Aligned with our brand philosophy, we channel our efforts towards making our customers’ lives joyous with the use of our superior and technologically advanced products,” said Vivo India director-brand strategy Yogendra Sriramula. “Today while coping with a fast-paced life, chasing social validation, materialism, and individualistic pursuits, we sometimes miss that we are blessed to be surrounded by an abundance of joy in our lives. To bridge this gap, we aim to use technology to bring people together, helping them find joy in the daily moments.”
Vivo, as a technology brand having started its journey in India in 2014, has seen tremendous growth reaching a market leadership position since Q4 2019 and holding on to it ever since. Along the way, Vivo has been blessed to bring Joy to the lives of over 100 million smartphone users in the country today. vivo hopes to further this message of joy by communicating that we can find ‘Joy’ in all things big and small, routine and exciting, calmness and clamour, said the statement.
Mumbai: Olx Autos has partnered with Bollywood director Rohit Shetty and actor Sharman Joshi for its first celebrity-led ad campaign.
The latest campaign titled ‘Shetty Ke Car-Naame’ is conceptualised by Lowe Lintas Delhi seeks to drive awareness about Olx Autos’ ‘Best Price’ proposition for consumers keen to sell their pre-owned cars and consider Olx Autos as the leading destination for the same.
The digital-first multi-film campaign showcases Rohit Shetty as a consumer keen to sell the cars from his films to Sharman Joshi, who poses as an Olx Autos employee evaluating the cars for sale. The campaign films are a humorous take on the common tropes found across Rohit Shetty’s films, where cars are often shown in a glamorised fashion performing gravity-defying stunts and often forming the centerpiece of the films.
To leverage this campaign further, Olx Autos will also undertake a digital campaign across various social media platforms to reach more consumers.
Talking about the association, Rohit Shetty said, “I am delighted to collaborate with Sharman Joshi to partner with Olx Autos for this campaign which brings together my passion for films and cars. As a director, a mainstay of my films have been car stunts which audiences love and admire.”
“As an automobile enthusiast, I have always had a passion for automobiles, but often found it challenging when it came to selling off my cars while upgrading to a newer car. I hope audiences will enjoy this collaboration and resonate with the values of a fellow car enthusiast,” he added.
Sharman Joshi said, ”It’s good to be back collaborating again with Rohit on this campaign for Olx Autos. We share a common passion for automobiles and with Olx Autos it was a breeze translating the same onscreen for the short films.”
Commenting on the partnership, Olx Autos CMO Siddharth Agrawal said, “Rohit Shetty and cars are synonymous in the Indian pop culture and there is no one better than him to bring this campaign to life. Sharman Joshi’s everyman portrayal across his movies fit the mold of what we were looking for in highlighting a pertinent consumer challenge when it comes to selling pre-owned cars. We are excited to bring to life our campaign with these industry stalwarts as we aim to position ourselves as the preferred brand for consumers looking to sell their cars in their car ownership journey throughout their various life stages.”
Speaking about the creative thought behind the campaign, Lowe Lintas regional creative officer Vasudha Misra said, “It was an exciting campaign to work on from the start. When the team first pitched the idea to me- To bring Rohit Shetty, someone known for his action stunts with cars to promote Olx Autos – I was immediately sold. And like Olx Autos’ great price this has also turned out to be a great surprise.”
Mumbai: Historically, ‘hair removal’ has been associated with the fairer sex’s aspirations to attain smoother, polished skin, and their willingness to undergo various forms of trials, tribulations and torture in the endeavour. So also, hair removal products and brands through the ages have targeted only women for the longest time. Well, that’s changing with the arrival of the metrosexual male who enjoys grooming, fashion, shopping and other lifestyle characteristics as much as, if not more than, his female counterpart. In fact, what was once considered ‘macho’ is now simply too ‘crude’ for this uber-cool and ultra-aware species, who couldn’t be caught dead with unshaved body hair in their armpits! But what would happen if one tried to juxtapose both these old and new worlds by getting a ‘traditional’ rough ‘n’ tough male known for his rudimentary masculine image to subject himself to this procedure?
Grooming brand Bombay Shaving Company (BSC) did just that, by having veteran actor Shakti Kapoor- known for his over-the-top villainous and comic roles in the Bollywood films of yore – try his hand at the brand’s back and body shaver, Backpro. The result was a ‘one for the ages’ reveal video, with candid, hilarious confessions to ‘hair-raising’ tales from the inimitable, irreverent-as-ever ‘Crime Master Gogo’ on his lifelong experiences with body hair!
Talking to IndianTelevision.com about the brand’s association with Shakti Kapoor for its latest campaign on Backpro – Back and Body Shavers, BSC COO Deepak Gupta said that the product with its unique offering in the hair removal category demanded “unconventional marketing.” Calling Kapoor an ‘icon of 90’s India,’ Gupta says, “There’s an authenticity to his personality and storytelling that’s endearing and cuts through the clutter. He also enjoys a very loyal following from a mature male audience. You’ll be surprised to know that he’s one of the most searched celebrities of his generation.”
Interestingly, Shakti Kapoor has had his own personal journey with body hair, which had quite organically become a part of conversations and imagery in popular culture, Gupta divulges. “So as a brand committed to bringing joy to the mundane act of hair removal, Shakti Kapoor turned out to be quite a spontaneous choice for the campaign.” he says, adding that the campaign has had a fabulous start, notching up over 2.5 lakh organic views in the first three days of launch, and generating considerable buzz on social media.
The brand film features Shakti Kapoor as himself and Atul Parchure as the actor’s long-suffering, patient manager. The core campaign and creative strategy were conceptualised in-house by BSC Marketing VP Laalit Lobo and his team. The brand film was directed by Adhiraj Sharma, while Mohak Pajni from the house of Leap of Faith Production was the creative producer behind it.
The brief was to “authentically capture Mr Kapoor’s personal journey with body hair and retain his inimitable comic style, in his natural elements and setting,” reveals Gupta. The process involved multiple rounds of discussions with the actor to know him as an individual, separated from the typical narrative. “He was consulted on the script, and gladly agreed to contribute with his inputs,” he shares.
Talking about the brand’s communication and marketing strategy behind the campaign, Gupta shares, “We don’t want to dilute the share ability of this campaign with too much paid media. We’re already seeing wonderful engagement on social media and that will continue.” The TG the brand hopes to target through this campaign is males over the age of 30 living in metros predominantly.
Gupta further adds, “More than selling product, the marketing strategy is to get men talking about their hair removal and grooming choices through clever content marketing and CRM strategies.”
The brand also plans to run this campaign in cinemas as cities begin to open up and introduce the brand to newer audiences with a special focus on Mumbai/Pune – a market where the brand has made inroads with its recent collaboration with Mumbai Indians, and which it is keen to build and nurture for the long term.
Watch the full video featuring Shakti Kapoor and Atul Parchure here:
The brand also shared the backstory of the video while posting it on its social media handle. “We had so much fun co-creating this video with him. Some of the parts of the video are true, some made up; We’ll let you solve that mystery. But what’s 100 per cent true is that there was never a dull moment during the three months that our team worked with him for this,” it wrote, adding a ‘fun fact’: “Shakti Sir took home the portrait of him that you see in the film after the shoot.”
Kapoor also shared the video on his Instagram handle and the response he received from his fans is remarkable, considering the actor does not technically belong to the “insta-generation,” showing that good content needs little else in the form of validation.
Mumbai: Joy Personal Care, a homegrown skincare brand from the aegis of RSH Global, in continuation to their recently announced partnership with Kolkata Knight Riders (KKR) has initiated #BeingEqual brand campaign. This multi-platform campaign will highlight the existing gender inequalities faced by women across professional environments. This first-of-its-kind brand campaign is an initiative that has been undertaken, not to promote a product or service, but only to hold a mirror up to the society and mobilise against the issues being faced by women on a daily basis.
“Gender equality and women rights are considered as the fifth, among 17 sustainable development goals (SDGs) by the UN, and this campaign is a serious movement toward the betterment of women rights in society. Joy Personal Care endeavours to inspire this very change by leveraging one of the largest consumer outreach platform, for societal welfare,” said the brand in a statement.
As a part of the campaign, the brand is launching a film featuring KKR players in it. The film introduces a strong message on equality, where male cricketers address the systemic inequalities faced by women in sports, and other businesses as well. #BeingEqual, intends to ask pertinent questions and inspire efforts to bring an equilibrium in society.
The film showcases the three cricketers in a dark setting, spray-painting on a surface, while a voice-over talks about how unfortunate it is that even though women are capable of greater things, they are not always recognised as equals. The film then reveals the spray-painting to be the rendition of an empowered woman.
“The brand Joy has always stood for empowering women and breaking archaic stereotypes. With such an important message being delivered by members of KKR, we aim to inspire much larger audiences, including businesses, to support and actively promote gender equality,” stated RSH Global chairman Sunil Agarwal.
“Joy’s association with KKR itself raised a lot of questions, how much sense does it make from a marketing and media perspective? But, I truly believe, it’s time we look at this association from a different lens,” commented RSH Global CMO Poulomi Roy, adding, “Hence, for the first time, a brand film is being made to drive a strong message instead of a call to action TVC. The idea was to leverage the reach of the tournament to build awareness and visibility through logo exposure and simultaneously drive home a strong message about gender equality.”
“We realise that the youth of today enacts, reacts, adores and accepts brands that support and promote a cause. This campaign will certainly make consumers resonate with our brand story. We encourage audiences to participate in sending a message through social media, and are proud to reward those who raise their voice in support of equality,” Roy further said.
Pulling out a leaf from the brand’s vision of ‘breaking the stereotypes’ the main campaign will be accompanied by two social media campaigns in this direction, the brand said.
– ‘Reel it with us’ an Instagram contest, will be for audiences to creatively present their lip-synced interpretations of the TVC film audio. Winners will be awarded with exciting merchandise
– #WhoEqualsTheGame contest will reward user generated posts where audiences will name a person in their lives who breaks gender stereotypes, celebrating real-life heroes bringing a change. Winners stand to win hampers, match tickets and even a meet and greet with the players from KKR.
“It is refreshing to see a brand partner using the association with KKR and harness the reach of such a widely viewed platform to raise awareness about a worthy cause. We are proud to partner with Joy Personal Care on their initiative to drive conversations on equal opportunity for all gender,” said KKR CMO Binda Dey.
Mumbai: DDB Mudra Group and Charlie Chaplin Museum Foundation have created a book titled ‘A Silent Frown’ dedicated to the life and philosophy of Charlie Chaplin. The book will be officially launched on the 133rd birth anniversary of the legendary entertainer at Chaplin’s World Museum in Switzerland on 16 April.
The ‘A Silent Frown’ book has been developed as a piece of art. Each page depicts Chaplin’s life in illustrations on a transparent section. When stacked by closing the book, the illustrations come together to form the visage of the great entertainer.
Eugene Chaplin, recording engineer, filmmaker, and son of Charlie Chaplin, will present the book to the audience and formally launch a signed copy.
“It is Chaplin’s touching life story presented in few words, with creativity and emotion, a beautiful echo of the art of the comic master of silent cinema,” said Charlie Chaplin Museum Foundation member of the board and head office director Annick Barbezat-Perrin.
Copies of the book signed by members of the Chaplin family will also be available for auction online later this year.
Eugene Chaplin, son of Charlie Chaplin and Oona O’Neill said, “This book is a perfect mix of beauty, fun and surprise. A real work of art paying a superb tribute to the life of my father.”
“Charlie Chaplin’s life serves as inspiration when we need it the most. The last two years have been marred by illness, war, and failing economies; it has created an atmosphere of melancholy,” stated DDB Mudra Group CCO Rahul Mathews. “He too faced similar challenges but smiled through it all. More importantly, he took the world along for the ride. The book we have created does not just depict his life; it captures the hope he shared with millions through his work.”
The book will be available to the public at the museum. “All proceeds from the sale of ‘A Silent Frown’ at the museum will go towards the charitable and humanitarian initiatives led by the Charlie Chaplin Museum Foundation. These include implementing and developing cultural activities around Chaplin’s art at Chaplin’s World, such as workshops and film screenings,” said the statement.
Mumbai: Chocolate major Mondelez India has added another product under its premium chocolate segment, Cadbury Dairy Milk Silk Bubbly Bubblegum. As the name suggests, this new entrant from the house of Cadbury Dairy Milk Silk combines bubblegum flavoured pink chocolate with the outer layer of Silk in its patented ‘Bubbly’ shape.
The launch is supported by a 360-degree integrated marketing communication campaign titled #BubbledUpWithFun, which includes a TVC and digital film crafted by Ogilvy India that keeps the fun quotient alive.
“The idea came from the product,” Ogilvy India senior executive creative director Neville Shah said, talking about the brand film. “The pink retro bubblegum world was something we instantly turned to. A love story from the 80s. Music from the 80s. The taste from the 80s. All of which is still so relevant. We even took the 80s to the Silk track. The fun, the pop, and the sweetness of a love story – perfectly created this world.”
The brand also collaborated with gen-Z celebrity Sara Ali Khan and other social media influencers to create fun Instagram Reels to further bring alive the campaign proposition of #BubbledUpWithFun. This was coupled with impactful in-store visibility and outdoor activation.
“As a brand constantly mapping evolving preferences, the introduction of the Silk Bubby Bubblegum reiterates our commitment towards creating unique eat experiences in sync with emerging needs,” stated Mondelez India vice president – marketing Anil Viswanathan. “This innovation takes the playfulness of the Cadbury Dairy Milk Silk Bubbly, a notch higher, helping us redefine the chocolate category and provide another indulgent and relishing avatar of the silky, smooth Cadbury Dairy Milk Silk.”
Mumbai: With a host of fantasy cricket platforms heating up the battle in lead up to the 15th edition of the Indian Premier League (IPL), homegrown fantasy sports platform Fantasy Akhada kick-started its IPL 2022 push with a 360-degree campaign titled #KhelTumharaAkhadaHumara. The quirky brand campaign starring cricket presenter Harsha Bhogle and actor Ali Fazal showcases the fervour and gusto with which these games are played in e-sports communities.
Shot by Pranav Harihar Sharma, conceptualised by Pippip Media and executed in tandem with Wirality Media, the first film of the campaign hilariously showcases the kidnapping of ‘voice of cricket’ Harsha Bhogle by an enraged cricket fanatic and a local goon, played by Ali Fazal. Fazal offers to release Bhogle from captivity under one condition: “The latter teach him the nitty-gritty of the fantasy cricket game so he can salvage his hurt pride in his local gaming community.”
The campaign launch was preceded by a quirky teaser on social media a day prior, to build up interest levels and ignite curiosity among viewers about the alleged ‘abduction.’ The brand then unfurled a short video on digital after generating adequate buzz via the teaser, before finally launching the TVC on the opening day of the T20 League.
“The rollout of the country’s most awaited cricket tournament has undoubtedly set the stage for massive participation in fantasy sports contests,” Fantasy Akhada founder Sumit Kumar Jha said. “Our campaign is poised to inspire cricket fans to experience the first-hand thrill of forming their own teams. The launch of the #KhelTumharaAkhadaHumarateaser is already driving conversations and has been a big hit in the Indian and global markets. We are confident that this will also encourage more first-time users to participate in fantasy sports.”
As per a joint report published by Deloitte & FIFS in February 2022, 50 per cent of the users in the fantasy sports industry come from tier-2 and 3 cities. The gaming platform integrates both the rural and the urban Indian populace via the campaign.
“Looking at the 150 per cent growth in CEA during the 14th IPL season, we are eyeing for a 100 per cent growth in our user base this season,” Jha added.
In addition to fantasy cricket, the gaming platform also offers multiple gameplay options for fantasy football and fantasy kabaddi.
Mumbai: Credit card payment platform Cred is back with its latest campaign for IPL 2022 – ‘Cred: Play it different.’ And this time the brand does a throwback of a much familiar 90’s ad for Nirma detergent bar, featuring actor Karisma Kapoor in the role of the original ‘Deepikaji.’
Conceptualised and written by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha, and Deep Joshi, the ad introduces the platform’s new feature – Cred bounty. The ad film was produced by EarlyMan Films and directed by Ayappa. Karan Malhotra has composed the music for the film.
To set the tone of the campaign right, the film has Kapoor promoting Cred bounty, rejecting all other offers, in a scene-to-scene recreation of the original classic 90’s Nirma ad. The creative serves up an instant dose of nostalgia for those who have grown up watching the older ad on Doordarshan,
“IPL with Cred is a platform for us to work with iconic celebrities in the most creative and twisted ways possible,” said the director of the film Ayappa. “I hope the audience enjoys Cred’s latest ad as much as they have in the past.”
“This year, we want to encourage Cred members to invite their friends & family to win big with Cred,” said Cred founder Kunal Shah. “We have launched Cred bounty which lets members invite their contacts to play and win exciting jackpots.”
