Mumbai: Life insurance provider HDFC Life has launched its latest campaign called #AdhuraNahiPuraInsurance to enable consumers understand the need for adequate life insurance.
Often individuals purchase life cover that is inadequate and remain underinsured. This could be detrimental to the family’s well-being in case something was to happen to the breadwinner, said the company in a statement. “Through this campaign, HDFC Life aims to encourage individuals to calculate their ideal life cover with the help of the Human Life Value Calculator (HLV) available on the company’s website,” it added.
The campaign comprises a series of three films featuring actor Pratik Gandhi where the protagonist is present in situations that depict the consequences of inadequate preparation. The cases are relatable, and the scenes are witty, showcasing how incomplete actions will land you in a pickle.
“India has a large population that is either uninsured or underinsured, leading to a high protection gap. With an increase in the young working population there is a greater need for life insurance to secure the breadwinner in the family. Further, the pandemic has enhanced the need for a financial safety net,” said HDFC Life head of marketing, digital business, and e-commerce Vishal Subharwal.
“Human Life Value calculation should ideally be the first step while purchasing life insurance. It ensures that the cover is adequate and fulfils the purpose of the policy. Through this campaign, we aim to create greater awareness of the need for adequate life insurance cover,” he added.
Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has launched a TV commercial for its healthcare products – Cool Pack, featuring brand partner & actor Hrithik Roshan.
The latest ad comes on the back of its previously released campaign comprising three films around the central concept of “never say die” mentality, in November last year.
The TVC showcases how the assistive healthcare brand’s pain management products enable people of all ages, from millennials to the elderly, to manage pain in ways that are tailored to their needs. The brand film depicts the actor using the Cool Pack to treat his pain and swelling post an action scene, even as he flaunts the product’s benefits with the line “An aid for a new life”. The film, crafted by Zip Zaap Zoom Productions, takes forward the messaging expressed in the earlier three TV commercials as “Par hum kabhi haar nahi maante.”
“Hrithik’s character appeals to audiences of all ages who are influenced by his ‘Greek God’ features and dramatic action sequences,” said Ascent Meditech V P sales & marketing Rakesh Kumar. “This well-crafted commercial will undoubtedly persuade viewers to keep the Flamingo Cool Pack as a permanent product for relief from swelling and pain in their home refrigerator, thereby allowing them to apply it as and when it arises.”
According to Zip Zaap Zoom Productions director Roop Naik, the ‘hottest’ superstar and the ‘coolest’ cold therapy for reducing pain & swelling quickly through Flamingo’s ‘cool pack’ was a deadly cocktail to handle creatively. “So we put on our ‘thinking cap’ again and we came up with a creative way in which Hrithik as an actor faces his own perils & challenges during the course of his day-to-day shootings. In the ‘cool pack’ commercial he has performed a perfectly synced action sequence where he is looking ‘super-hot’ while knocking down some goons, while in the portion where he is using the ‘cool pack’ he looks ‘cool’ as the pain & swelling disappears and he gets back to action,” added Naik.
Flamingo is targeting metropolitan consumers and residents living in Tier 2 cities and small towns who can access this support to help them through moments of discomfort in their daily lives. The ad film will be broadcast on television across GEC, News, and Movie channels and amplified on social media and diverse digital platforms to offer customer education about how to use the product correctly. It will also be promoted through a variety of BTL activities in chemist shops in metros and Tier 1&2 cities across India, said the brand.
Mumbai: In the fifth edition of its #ShareTheLoad campaign, laundry detergent brand Ariel attempts to overcome our conditioned mindsets and to address years of unconscious bias and conditioning by getting men to rethink and introspect their actions at home.
Conceptualised by BBDO India and directed by Shimit Amin, the ‘See Equal, Share The Load’ film reminds all families that true equality is only reflected when domestic chores are shared, even as it raises the pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?”
The Covid-induced lockdown triggered a phase where many of us had to undertake all household tasks and chores by ourselves, having to deal with the challenges of life without any house help. A recent independent survey found that 80 per cent of women believe their partners know how to do household tasks but choose not to do them, stated Ariel. Additionally, an alarming 83 per cent of women feel that men don’t see women as equal when it comes to housework.
This reality is reflected in the brand’s film featuring a working married couple. The couple is shown paying a visit to their new neighbours’ house. Watching the two men go about their everyday chores in complete harmony with both contributing equally, amazes the wife. As she points this out to her husband, he casually recollects how in the past he too used to split all chores with his college roommate. The ensuing conversation eventually makes the husband realise his folly, and the video ends with the man vouching to overcome his deep-set biases and ‘share the load.’ Because, “When We See Equal, We Share The Load!”
“We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality,” said BBDO India chairman and chief creative officer Josy Paul. “This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage.”
“Research confirmed this. 88 per cent of women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow,” he further added.
The film beautifully captures how women can take charge of the situation and demand equality, even as it depicts the modern man as being open to change when his prejudice to doing chores is brought to notice. And, the film underlines, this is possible only when they ‘See Equal.’
“With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load,” stated P&G India chief marketing officer and P&G India fabric care-VP Sharat Verma.
“A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad,” he added.
The film has sparked online conversations with several celebrities like Twinkle Khanna, Sonam Kapoor, Raj Kumar Rao, Patralekha, Sanya Malhotra, Konkana Sen Sharma and Namrata Shirodkar taking to their social media pages to share the ad and its underlying message. TV celebrities like Disha Parmar, Mahi Vijj, Niti Taylor, Gauhar Khan Jankee Mehta, and chefs like Sanjeev Kapoor, Pooja Dhingra, Ranveer Brar and Saransh Goila also shared the film on their social media handles in support of the film, while lauding the brand’s efforts to make a difference in the everyday lives of countless men and women.
Mumbai: Chewing gum and mint brand Center Fresh has refreshed its core communication of ‘fresh breath confidence’ to something that’s more in sync with changing times. The brand has launched its latest TVC to showcase its new positioning – ‘Dil Ki Baat Zubaan Pe’.
Known for always having the youth at the center of its communication, the new TVC also sticks to the same approach and showcases the brand as an enabler of confidence to help speak your heart out.
The storyline of the new TVC showcases two young adults in a classroom where the female protagonist and her friend are trying to find the keys of her bike. The male protagonist happens to see it lying on the floor but is hesitant to speak out because of his feelings for her. At this moment, Center fresh gum consumption not only helps him gather the confidence to approach her with the missing keys but also asks her to spend the history class next to him in a truly unexpected & charming gesture. This sweet gesture helps the male lead get a positive acknowledgment from the girl apart from helping her get the keys back, and helps him say what he feels out loud – “Dil Ki Baat Zubaan Pe”.
Perfetti Van Melle India director-marketing Rohit Kapoor said, “Consumer love and adulation for the brand has helped it emerge from the challenges posed by the pandemic and reduced out-of-home consumption occasions of the last two years. Center Fresh has started the year with a strong sales performance and we felt it was only appropriate to go one step further on our positioning with a new tag-line and theme communication. This ad spot duly brings alive a new tagline “Dil ki Baat Zubaan Pe”
Conceptualised by Ogilvy India, the new TVC will be on-air across various TV channels, followed by amplification on key digital platforms and an Out Of Home (OOH) campaign in key cities across India, announced the brand.
Ogilvy India managing partner – creative (Mumbai) Anurag Agnihotri said, “How does a Gen-Z boy strike a conversation with a Gen-Z girl in a classroom where the session is about to start? How about, “Will you spend the History class with me?” That’s what the new Center Fresh TVC is all about, of course with a twist & deeply rooted in reality. Firmly connected to the youngest of us, giving them the confidence to say it as they feel it. In other words, staying true to the new tag-line, ‘Dil ki baat zubaan pe.’
Mumbai: Neobanking platform Stashfin has released a new brand video introducing its all-in-one card that promises to meet all the needs of its customers.
The film conceptualised by Havas Worldwide India (Creative) showcases the diverse offerings of the card in a humorous way while attempting to dispel the notion that fintech is boring or tough to grasp.
With a brand promise of ‘Nobody in India should be credit starved’, Stashfin has been working towards the financial inclusion of various customer segments who find it hard to be accepted by traditional banking systems. “As consumers, everyone seeks perfection from the products they use, and our latest brand video is an attempt to cater to this insight. This led to Stashfin partnering with Havas Worldwide India (Creative) for creating a relevant communication campaign that aims to make the fintech space accessible and relatable in an engaging way,” the brand said in a statement.
“For our all-in-one brand video, we wanted to integrate our ethos of ‘nobody should be credit-starved, in an easy, relatable format. I’m glad we could work with Havas Worldwide India (Creative). This has been an extremely fruitful experience,” said Stashfin co-founder Shruti Aggarwal.
Havas Group India chairman & chief creative officer Bobby Pawar said, “It’s not every day that one gets to participate in a project that will be impactful, or decide the positioning of a product. Fintech is often perceived as a boring space, perhaps even one that is tough to grasp. We wanted to dispel that perception, and comedy was the best way to do that. The all-in-one brand video communicates the brand proposition and product features in the most meaningful and engaging way possible.”
Mumbai: The last two years have fuelled an increasing concern over the quality of the air we breathe, both outdoors as well as indoors. With many of us spending more time indoors during the pandemic Panasonic India has introduced a new 360-degree marketing campaign called ‘AC for Healthier Homes’ that emphasises the importance of a healthy indoor environment.
Conceptualised by Wunderman Thompson, the campaign uses light-hearted humor to highlight Panasonic’s smart range of Air Conditioners (ACs) which are equipped with nanoe-X and nanoe-G technologies to promote safe and healthy indoor spaces using smart and intelligent air conditioners. These are Panasonic patented technologies that ensure a healthier indoor Air Quality Index (AQI) and are capable of inhibiting bacteria and viruses, according to the brand.
“Our consumer insight reports tell us that today’s consumers are increasingly conscious of a safe and healthy indoor environment and are seeking appliances that can ensure health and hygiene,” said Panasonic India head of marketing communications and brand Shirish Agarwal. “Our AC for Healthier Homes campaign takes cognizance of this aspect and conveys the value propositions of Panasonic’s smart ACs through a light-hearted humor-filled conversation that instantly connects with millennials and is quite relatable.”
“The need to have healthy living conditions at home is paramount for today’s consumer. Panasonic’s new-age innovative tech solutions aim to cater to this need to stay protected and turn homes into healthy havens,” commented Wunderman Thompson Delhi managing partner Joy Chauhan. “This is quite a remarkable achievement in consumer goods technology and Wunderman Thompson is proud to partner Panasonic in their ‘Panasonic AC Healthy Homes campaign’ for the cautious consumer.”
Capitalising on higher Inverter AC sales, Panasonic India’s AC division registered an impressive sales growth of nearly 45 per cent in 2021, said the company.
The new campaign will be live across electronic, and digital as well as social media channels and outdoor advertising in a phased manner starting with Southern India. Panasonic India will also bring in integrated content to create excitement among consumers, channel partners, and sales personnel at retail stores.
Mumbai: Sportswear giant adidas has brought table tennis player Manika Batra on board as a part of its initiative to celebrate and boost women in the world of sports. The duo aims to drive credibility and inclusivity in sports, further fanning the aspirations of upcoming women sportspersons across the country, stated the brand.
Manika joins adidas’ rich roster of women athletes, consisting of stellar names like Mirabai Chanu, Lovlina Borgohain, Hima Das, Nikhat Zareen, to name a few.
This partnership focuses on empowering women to realise their dreams as the brand continues to be an ally for women breaking barriers and creating a reverberating impact in the world of sports. The brand partners with Manika Batra, an Arjuna Awardee in 2018 and Major Dhyan Chand Khel Ratna winner in 2020, and many more.
On this new association with adidas, Manika Batra said, “Partnering with adidas is an opportunity every sportsperson looks forward to. I am very excited and grateful for this to have come my way especially at a time when the brand is celebrating women through their ‘Impossible Is Nothing’ campaign. I hope with my sport and my association with adidas, I can empower and encourage women to see possibilities irrespective of the challenges so that the nation can witness many more ‘golden girls’.
Speaking about the collaboration, brand adidas India senior director Sunil Gupta said, “We are thrilled to have Manika Batra as the newest member of the adidas family. She is an inspiration to many young women who aspire to push limits and achieve seemingly unachievable goals. We will continue to drive the attitude, “Impossible Is Nothing” through our athletes while celebrating women in the world of sports”
Mumbai: How does one ensure that absolutely no one takes offense to content one posts online? Simple- add a disclaimer that denies any accountability or responsibility whatsoever! Taking this thought further is Mondelez India’s latest campaign for Cadbury Perk titled, what else- ‘Disclaimers’.
The digital times we live in have been shadowed by a climate of social media-triggered outrage and ‘cancel culture’. Brands and advertisements have come under the scanner for allegedly offending the sensibilities of a section of the netizens. Keeping this in mind, Cadbury Perk has come out with a quirky yet impactful campaign that throws light on today’s cancelled culture and urges the country to ‘lighten up’. To bring the ‘Cadbury Perk Disclaimers’ campaign alive, tongue-in-cheek disclaimers have been inserted into popular YouTube videos, to draw attention to the most trivial things that people may take offense to in today’s times.
Reiterating the brand’s proposition of ‘Take It Light’, the campaign conceptualised by Ogilvy, highlights how people today have become overly sensitive and take offense over the smallest things, and need to lighten up. The inserted disclaimers that border on the hilarious help draw attention to the most trivial things that people may take offense to in today’s times. While the internet bursts with criticism at literally every scroll, this campaign urges netizens to chill and lighten up a little.
Mondelez India vice president – marketing Anil Viswanathan said, “‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers – right from someone’s hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘Take It Light’.”
To do this, the brand created disclaimers for the most trending videos and top video searches and then used back-end automation to further customise them for countless videos.
The campaign is supported with a digital film that puts the spotlight on controversies the country has witnessed playing out on social media platforms on a frequent basis, which is invariably followed by an apology and another wave of criticism debating the very nature of it. The film concludes by showcasing the brand’s idea of placing mock disclaimers for the most trending videos across genres on YouTube, about hilariously absurd reasons to be offended, thus driving home the message, ‘Cadbury Perk Khao, Light Ho Jao’.
Ogilvy India chief creative officer Sukesh Nayak said, “These days we get triggered by anything and everything. Perk has a history of work that has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch. Ensuring things remain light, no matter what.”
“Through Perk Disclaimers campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics,” added Wavemaker India chief client officer & head – West Shekhar Banerjee. “To give the campaign scale, we needed to find the content most watched by the youth. Since this could mean a massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video which suited it the most. We have created a custom API with Google that would help get a pulse on the most trending videos on YouTube. Custom bumpers would then be created and played before top trending videos on YouTube.”
The campaign is currently live on YouTube and will be further amplified through other relevant digital platforms and content creators, the brand said. Similarly, there would be multiple renditions of the core campaign proposition- whether in the form of a fun consumer or influencer engagement, to remind people to ‘Take It Light’.
Mumbai: To choose the right candidate this election season, FMCG company BL Agro through its signature brand Bail Kolhu, has announced the latest campaign #ChunoSahi, on all social media platforms. ‘ChunoSahi’ means ‘choose right’ as Bail Kolhu tries to advocate the cause specially amongst young voters to select the right candidate for the country.
The campaign, ideated and conceptualised by the Noida-based Leads Brand Connect agency, is strategically designed during this election season where the brand aims to spread the message of ‘duty to vote thoughtfully’ to the young voters. The objective of the campaign is to create awareness on the importance of voting, especially for first-time voters.
The ad film portrays how a mother educates her young son to select the right candidate for the country, the way she chooses pure and quality edible oil from the market to keep the family healthy.
“This campaign ‘ChunoSahi is aligned with our brand’s identity and message to our consumers,” said BL Agro managing director Ashish Khandelwal. “We want to show consumers through this digital campaign how selecting the right thing can make a huge difference. We hope young voters will be encouraged to make the right choice.”
BL Argo has launched the election campaign for the brand Bail Kolhu and is planning to take the company to the next level through aggressive marketing strategies and brand positioning, resulting in consumer awareness on BL Agro’s products across India, stated the company.
Mumbai: Godrej Veg Oils, a brand of Godrej Industries has launched a new video under its ‘Sahi Shuruaat’ campaign. The video features Marathi film and theatre actor Bhau Kadam and Bollywood actor and chef Tara Deshpande, emphasising how food acts as an enabler in bringing happiness in the lives of the people.
This video features the two actors engaging in a fun-filled banter with each other. It highlights how food goes beyond taste and can trigger moments of togetherness. Bhau Kadam along with Tara Deshpande will be seen cooking various versions of a popular Maharashtrian dish ‘Sheera,’ highlighting the sense of camaraderie through bonding over food.
“We are delighted to associate with Bhau Kadam and Tara Deshpande for our ‘Sahi Shuruaat’ campaign. Just as both these stars are known for their pure humour and excellent quality content, Godrej Veg Oils is known for its focus on taste, purity, range, and quality,” said Godrej Industries executive director and president Nitin Nabar. “This association has some interesting similarities and a connect which brings to the fore the USPs of our Godrej Veg Oils.”
“Enjoying good food with family and friends enables us to stay connected with each other. We often use this time for bonding and interesting conversations. Godrej Veg Oils has a versatile range of oils thereby enabling us to cook and enjoy a variety of our favourite dishes,” said Bhau Kadam.
Tara Deshpande added, “‘Sahi Shuruaat’ nurtures a long-lasting bond that leads to great experiences and good health. It was such a fun experience working with the Godrej team and Bhau to bring to everyone the importance of using high-quality veg oils for everyday cooking for your families.”
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The ad campaign will be amplified across various digital platforms and social media handles of Godrej and various other platforms. A contest #SahiShuruaat asking people to share food items that connected them to their partners will be run on digital platforms, said the statement.
