ITV

Category: Ad Campaigns

  • Rajkummar Rao & Patralekha challenge household norms in Vim’s Equal Vows

    Rajkummar Rao & Patralekha challenge household norms in Vim’s Equal Vows

    MUMBAI : Vim’s latest campaign, Equal Vows, takes a fresh look at household equality with film couple Rajkummar Rao and Patralekha Paul Rao. Tackling the age-old divide in domestic chores, the campaign challenges traditional gender roles and encourages couples to share responsibilities as true partners.

    The campaign’s ad film follows a young couple, Isha and Nimit, who host Rajkummar and Patralekha for dinner. When Isha’s mother questions why Nimit is washing dishes, the conversation shifts to the true meaning of partnership in marriage. The film ends with Isha and Nimit pledging to share household duties equally.

    HUL head of home & hygiene Ashwini Rao  said, “Household chores, especially after marriage, often fall disproportionately on women. Through ‘Equal vows,’ we aim to challenge these ingrained perceptions and promote true partnership in relationships.”

    Rajkummar and Patralekha, who embody these values in their own lives, expressed their support for the campaign. “We believe in sharing responsibilities at home Patralekha enjoys cooking, and I do the dishes. It’s a simple yet important way to show mutual respect,” said Rajkummar.

    The campaign extends beyond television and digital platforms, with Vim partnering with Bharat Matrimony to engage soon-to-be-married couples. Celebrities such as Tanvi and Rohan, along with comedian Varun Grover, have also joined the movement, sharing their commitment to equal partnerships.

  • Canon India rolls out I #CANwithCanon campaign empowering positive attitude

    Canon India rolls out I #CANwithCanon campaign empowering positive attitude

    MUMBAI: Canon India has just given storytelling a powerful new lens with the launch of its latest campaign, ‘I #CANwithCanon’, proving that when it comes to real impact, technology isn’t just about pixels and prints—it’s about possibilities. This campaign doesn’t just celebrate Canon’s products; it highlights how its solutions empower individuals, businesses, and communities to achieve the extraordinary. And yes, it’s all based on real-life stories—not just glossy advertisements.

    Canon, which has been a household name in India for nearly three decades, is using this campaign to underscore its role not just as a tech leader, but as a partner in progress for its consumers, businesses, and society. With six compelling videos spanning consumer, SME, enterprise, government, and social sectors, I #CANwithCanon delivers proof that innovation is not just about gadgets—it’s about making lives better.

    Kicking off the campaign, Canon India president & CEO Toshiaki Nomura remarked, “For over two decades, Canon India has been at the heart of countless success stories across the nation. I #CANwithCanon is our tribute to these partnerships and milestones, showcasing how Canon’s solutions have empowered individuals and businesses to unlock their full potential.”

    Adding to this, Canon India senior director- product & communication, C Sukumaran stated, “This campaign brings alive Canon’s philosophy of enabling excellence in business and everyday life. These stories demonstrate how our solutions address real business challenges and creative aspirations.”

    Canon’s technology has turned businesses into powerhouses. Just ask Wee Prints, a major player in digital printing. Before Canon stepped in, their print volume was 1.5 lakh pages—impressive, but not enough. With Canon’s cutting-edge solutions, they’ve now ramped up to 2.5 lakh pages, meeting increasing client demands with ease and efficiency. Their business performance? Sharper than ever.

    Printers and copiers are great, but what’s even better? A trusted partner. That’s what Wheelzy Spot (an authorised JK Tyre dealer) discovered when they sought Canon’s help. More than just technology, they needed efficiency, reliability, and—most importantly—support. Canon delivered all three. With a dedicated service team ensuring smooth operations, Wheelzy Spot’s business is running smoother than a newly paved highway.

    Beyond business, Canon’s skill development & livelihood program is changing lives. Tanu and Karina, two individuals who were once struggling to find stable employment, are now thriving professionals, thanks to Canon’s initiatives. Their stories are a testament to the company’s commitment to real progress and meaningful change.

    Canon India has built its brand not just on its technology, but on its customer-first approach and social commitment. As this campaign rolls out, more real stories of growth, success, and transformation will be unveiled in the coming weeks.

    Because at the heart of every great achievement, there’s someone who once said, “I CAN.”

  • Footprints honours employees with ‘Humans of Footprints’ celebration

    Footprints honours employees with ‘Humans of Footprints’ celebration

    MUMBAI: What makes an organisation truly great? Its people!

    India’s pioneering tech-enabled and AI-assisted preschool and daycare chain, Footprints has launched its ‘Humans of Footprints’ campaign to shine a well-deserved spotlight on the incredible stories of its employees. These are the unsung heroes who have dedicated over seven to eight years of service, shaping little minds while building a nurturing space for early childhood education.

    It’s more than just a campaign—it’s a heartfelt thank you to the people who have made Footprints a trusted name among parents nationwide. Through a series of moving video narratives, employees share their journeys, challenges, and triumphs, offering a rare glimpse into the beating heart of the organisation.

    The first chapter of the campaign introduces Preeti, a beloved member of the Footprints family who has been serving as a didi and cook for over eight years. Her journey is nothing short of inspiring—having faced immense personal struggles, she took a leap of faith to step into the workforce. As a single mother, she made a tough yet empowering choice to work, ensuring a better future for her children. At Footprints, she not only found employment but also a supportive, female-driven environment that made her feel valued, safe, and empowered.

    But Preeti is just the beginning! Every week, Footprints will unveil more stories of grit, passion, and dedication, highlighting the real people who make the brand what it is today.

    For Footprints co-founder & CEO Raj Singhal this campaign is a tribute to the company’s ethos of fostering a community—not just for children, but for its workforce too. “Footprints is not just about shaping young minds; it’s about creating opportunities, empowering individuals, and building a culture of growth and inclusivity. Through this campaign, we want to celebrate the inspiring journeys of our employees and showcase the transformative power of a supportive work environment”, said Singhal.

    The ‘Humans of Footprints’ campaign goes beyond employee recognition; it’s a testament to the brand’s commitment to ensuring every individual—whether a child, a parent, or an employee—feels valued and heard.

    These narratives serve as a reminder that the strongest organisations are built on more than just policies and profits—they thrive on people, passion, and purpose.

  • Why AAP Lost Delhi & Why BJP gained it: A Marketing Analysis

    Why AAP Lost Delhi & Why BJP gained it: A Marketing Analysis

    MUMBAI: The BJP’s victory over AAP in Delhi can be examined through key marketing principles – product lifecycle, distribution strategy, and competitive positioning.

    Product Failure:
    * AAP as a ‘product’ failed to deliver on its core promises
    * The brand reached the end of its lifecycle without significant evolution
    * Core issues like pollution, garbage management and infrastructure remained unresolved
    * The product (AAP leadership) faced credibility issues with leaders facing legal challenges

    Distribution Strategy:
    * BJP outperformed in distribution through: 
    o RSS volunteers conducting extensive door-to-door campaigns
    o Thousands of drawing-room meetings across demographics
    o Strong presence in traditional AAP strongholds including slums and unauthorised colonies
    o Superior ground-level connect with voters

    Competitive Positioning:
    * BJP successfully countered AAP’s ‘freebie’ positioning by: 
    o Offering higher monetary benefits (Rs 2,500 vs AAP’s Rs 2,100 for women)
    o Matching and exceeding welfare schemes
    o Promising continuation of existing benefits while adding new ones
    o Building a stronger narrative around development and governance

    Brand Messaging:
    * BJP controlled the narrative effectively through: 
    o Consistent messaging on AAP’s unfulfilled promises
    o Focus on corruption allegations
    o Strong leadership projection
    o Clear communication of enhanced welfare measures

    Marketing Lessons for AAP:
    * Need for product reinvention and clear deliverable promises
    * Importance of maintaining brand credibility
    * Necessity of strong distribution network
    * Requirement for effective counter-narrative
    * Focus on tangible achievements rather than just promises

    The defeat highlights that tactical promotional offers (freebies) work only until a competitor provides better alternatives, emphasising the need for sustainable competitive advantages in political marketing.

    [Based on insights from Jayshree Sundar, author of “Don’t Forget 2004” and Meenakshi Menon, advertising veteran]
     

  • Layers of Love campaign by Bakingo makes Valentine’s Day extra sweet

    Layers of Love campaign by Bakingo makes Valentine’s Day extra sweet

    MUMBAI: Love is best served sweet, and this Valentine’s Day, Bakingo is layering up the romance with its “Layers of Love” campaign. The leading online bakery is crafting confections that don’t just taste divine but also tell a story, one delicious layer at a time.

    Bakingo’s Valentine’s collection features an exquisite range of desserts, each symbolising the depth and beauty of relationships. From multi-layered cakes representing strong, lasting connections to delicate pastries mirroring tender moments, every creation is designed to make celebrations extra special. Just like love, these desserts are built with care, precision, and the finest ingredients, ensuring every bite is a heartfelt indulgence.

    “At Bakingo, we believe love isn’t just about grand gestures, it’s the little moments that truly matter,” said Bakingo co-founder Himanshu Chawla. “With ‘Layers of Love,’ we wanted to capture those emotions in every slice, making Valentine’s celebrations more meaningful. Whether it’s our best-selling heart cakes or personalised treats, we aim to add a touch of sweetness to every love story.”

    Bakingo’s special Valentine’s range is available for order on its website as well as on food delivery platforms like Swiggy and Zomato. 

  • Zee5’s Hisaab Barabar gets a fresh twist with Paytm’s Soundbox-powered campaign

    Zee5’s Hisaab Barabar gets a fresh twist with Paytm’s Soundbox-powered campaign

    MUMBAI : Home-grown streaming platform Zee5 has teamed up with Paytm, the trailblazer in mobile payments and Soundbox techy, to launch a groundbreaking promotional campaign for its latest original film, Hisaab Barabar, featuring R. Madhavan.

    The campaign, which took place across 100+ cities, including key metro and Hindi-speaking regions, greeted Paytm Soundbox users with personalised audio messages from Madhavan when making payments. The initiative transformed everyday transactions into an engaging film promotion, resonating deeply with audiences and bringing the film’s themes of financial transparency and trust to life.

    Hisaab Barabar is a gripping drama focused on the consequences of financial fraud, aligning closely with Paytm’s ethos of promoting accountability in financial transactions. The collaboration showcases how modern technology can blend entertainment with everyday experiences, creating memorable moments for users.

    Zee5 vice president of Marketing Shresth Gupta  commented, ‘This campaign seamlessly integrates entertainment with daily life, demonstrating how tech innovations can connect brands and consumers in a meaningful way.’

    A Paytm spokesperson added: ‘We are excited to see the Soundbox being utilised as a creative marketing tool, proving that technology can transform everyday interactions into impactful experiences.’
     

  • JioStar Study reveals live cricket streaming on mobile outperforms other platforms for long-format ads

    JioStar Study reveals live cricket streaming on mobile outperforms other platforms for long-format ads

    MUMBAI: Media planners and buyers who are sharpening their teeth before going in for the kill over unsold inventory during the cricket coming up in the next few months, pay attention to this piece of information being put out by JioStar.  

    A neuroscience-backed study conducted by its team in collaboration with Neurons Inc has revealed that advertising during live cricket streaming on mobile drives superior audience engagement, focus, and brand recall compared to other digital platforms, making it the most effective medium for long-format advertising.

    The study evaluated identical advertisements across JioStar’s mobile streaming platform and three other digital platforms, including a user-generated video service, an image-centric social media platform, and a community-driven network. The findings demonstrated striking differences in cognitive and behavioural responses. Ads during live cricket on handheld devices achieved 1.7x higher viewer focus compared to user-generated video platforms, 4.1x higher focus than image-centric platforms, and 7.8x higher than community-focused platforms. 

    Engagement rates were 2x, 2.7x, and 8x higher compared to user-generated, image-centric, and community-focused platforms, respectively. The platform drove a 2.2x increase in both brand favourability and purchase intent, alongside a 2x rise in daily active users and a 4.5x spike in app downloads.

    JioStar  head of business, sports revenue, SMB & creator Ishan Chatterjee said: “Cricket is more than a sport in India — it’s an emotion that brings millions together. This study underscores how this passion translates into an immersive advertising environment, providing brands with unparalleled opportunities for compelling storytelling. With upcoming marquee events such as the ICC Men’s Champions Trophy and Tata IPL, advertisers can achieve impactful results.”

    Neurons Inc Asia  MD Shikher Chaudhary added: “Our research confirms that the dynamic nature of live cricket significantly enhances engagement, setting a new standard for digital advertising. The heightened focus and superior recall during live matches make it an ideal platform for impactful long-format ads.”

    With the Tata 2025 set to begin in March, JioStar’s OTT mobile platform offers advertisers access to millions of passionate cricket fans. Beyond Tata IPL, brands can leverage high-profile events, including the India-England series, ICC Men’s Champions Trophy 2025, and Tata Women’s Premier League 2025, to deliver powerful, narrative-driven campaigns that resonate well beyond the final ball.

  • Star power dominates ads: Celebrity endorsements surge in 2024

    Star power dominates ads: Celebrity endorsements surge in 2024

    MUMBAI: Celebrity endorsements remained the lifeblood of India’s advertising world in 2024, proving once again that a star-studded ad is worth its weight in gold. While brands pull every trick in the book to grab eyeballs, Indian cinema icons, cricketing heroes, and TV stars effortlessly steal the show. Because let’s face it—if Shah Rukh Khan tells you to buy a biscuit, you probably will.

    The latest TAM AdEx-Rewinding year 2024 for Celebrity Endorsement spills the tea: celebrities shone in 30 per cent of all TV ads, with male film actors leading at 42 per cent. Star power isn’t just a marketing gimmick—it’s the secret sauce to making brands unforgettable. From daredevil action heroes to six-hitting cricketers, these celebs know how to work their magic.

    The numbers tell an interesting story. Celebrity-led ad volume grew three per cent in 2024, though overall, the past three years saw some dips—down eight per cent in 2023 and six per cent in 2024 compared to 2022. Yet, brands are still betting big on famous faces.

    The IPL season acted as a turbo boost, making April–June the golden quarter for ad volumes. If you watched TV, you likely saw Akshay Kumar’s megawatt grin or Shah Rukh Khan’s signature charm pushing a product your way. Resistance was futile.

    What’s hot? Over the 50 per cent of celebrity-endorsed ads that belonged to three dominant sectors:

    . Food & Beverages (24 per cent) – Because who can resist a snack endorsed by Indian cinema royalty?

    .   Personal Care & Hygiene (17 per cent) – Grooming advice from a glamorous star? Say no more.

     .  Household Products (11 per cent) – Even A-listers appreciate a squeaky-clean home.

    Well who ruled the ad space? Some faces were simply everywhere. Akshay Kumar clocked in a mind-blowing 20 hours per day of ad visibility—essentially living in commercial breaks. Meanwhile, M.S. Dhoni played a different kind of innings, endorsing a whopping 52 brands like a true business strategist. And in the product category race, E-commerce Gaming emerged as the big winner, attracting the highest number of celebrity endorsements. Looks like stars aren’t just playing games on screen—they’re cashing in on them, too.

    Brands love a power couple, and 2024 was the year they proved their worth. Leading the romance-meets-commerce charge were Akshay Kumar and Twinkle Khanna, holding a 17 per cent share of celebrity couple endorsements. Not far behind were Ranbir Kapoor and Alia Bhatt (14 per cent), followed by the ever-charming Anushka Sharma and Virat Kohli (13 per cent).

    Together, these dynamic duos helped drive 50 per cent of all celebrity-led ads, proving that love might be priceless, but in the advertising world, it’s an absolute goldmine. When an Indian cinema star and a cricketing legend sell you something together, how can you possibly say no?

    Also, It turns out, men and women have their own advertising niches. Male celebrities dominated Food & Beverage ads (59 per cent), while female stars ruled Personal Care & Hygiene (67 per cent)—because let’s face it, no one wants beard oil tips from Kiara Advani, and Alia Bhatt recommending a spicy chicken burger might feel oddly suspicious.

    Meanwhile, the Agriculture, Telecom, and Media sectors remained a male-only club, as if female celebrities don’t know how to answer a phone or grow crops. Maybe it’s time to shake things up and give the audience a little variety. Just imagine Deepika Padukone selling tractor insurance—now that’s a campaign we’d love to see! Just a thought.

    Final takeaway? Celebrities still rule! No matter how much the ad world changes, one thing stays constant—celebrities run the show. Whether it’s an Indian cinema megastar, a cricketing legend, or a TV heartthrob, brands will always bank on their charm. Love them or roll your eyes, celebrity ads are here to stay—because let’s be honest, they work.

  • SRK and Aryan Khan make us laugh in promo for The Ba***ds of Bollywood

    SRK and Aryan Khan make us laugh in promo for The Ba***ds of Bollywood

    MUMBAI: For some it might be cheesy. But for us at indiantelevision.com, it is the most bad ass promo we have seen in recent times. It stars, ,who else but the Badshah of Bollywood (yes, we hate usage of  that word Bollywood)  Shah Rukh Khan and the one man who can get away with blue murder with him – his son Aryan Khan.  We have all heard that Shah Rukh and his son are coming on OTT (read: Netflix) with the latter’s directorial debut with the  The Baa**ds of Bollywood. 
     

    SRK ARYAN KHAN

    And the promo teases us and wants us, forces to want to watch it when it debuts by not disclosing what it’s about, thanks to its creative.

    It begins with SRK  in front of a filming unit and facing the camera and like the LA-based real estate broker commercial makes a pitch for the show only to be told by the man behind the camera to give another take. Take after take SRK’s histrionics are rejected. Even his most famous arms-stretched pose is given a thumbs down.

    Until SRK gets fed up and threatens the director telling him is this his father’s reign or kingdom and he pops up from behind the camera saying yes, revealing himself to be Aryan Khan.  

    SRK now decides to not listen to his son and gives what appears to be a perfect scene and dialogue delivery. Gets a whole lot of applause from the unit. Only to be told by Aryan if Papa would give another take as he had forgotten to switch on the recording button. Wow! That enrages his father no end. The promo ends with Aryan saying: “Papa before you lift your hand on your son, please wait.”

    Clearly, it was very funny and punny and hilarious and had us rolling over in splits. Guess, we are SRK fans. Hence, we had to document it, in case someone has not seen it and we forget it in future.  

    A memorable promo if there ever was any!

  • S Chand Publishing rewards readers at NDWBF 2025 with exciting prizes

    S Chand Publishing rewards readers at NDWBF 2025 with exciting prizes

    MUMBAI: Winning prizes while buying books. Now that’s called motivation. Or else you would have just tossed it to your scarp collector making him rich.  

    S Chand Group turned up the excitement at the New Delhi World Book Fair (NDWBF) 2025 with a thrilling Prize Distribution Ceremony. Held on 4 February at stall number W-04 in Hall 06, the event celebrated the winners of the ‘Scratch and Win’ contest, a campaign designed to reward passionate learners and loyal readers.

    The contest, launched earlier this year, encouraged customers to engage with S Chand’s extensive range of educational resources, offering them the chance to win big-think laptops, scholarships, and exclusive merchandise. The goal? To make learning even more rewarding and strengthen S Chand’s connection with students, educators, and book lovers alike.

    The ceremony wasn’t just about applause-it was about real rewards:

    . Two grand prizes – Brand-new laptops to support digital learning journeys.

    .   Five scholarships – Rs 10,000 each, empowering academic excellence.

    .   More Giveaways – Gift vouchers, sippers, neckbands, and other exciting goodies.

    The event saw S Chand Group MD Himanshu Gupta, and S Chand Publishing (Higher Education) business head Sachin Sharma personally presenting awards to the winners, making the occasion even more special.

    Gupta shared his enthusiasm, “We are incredibly excited to celebrate the passion for learning that we have witnessed through this contest. This ceremony is a testament to our commitment to fostering a love of education and rewarding the dedication of our readers and learners. We believe this is a fitting way to acknowledge the support of our community at the prestigious New Delhi World Book Fair.”

    Adding to the sentiment, Sharma highlighted the significance of the event, “This prize ceremony is a way for us to give back to our loyal customers and readers, and a fantastic opportunity to share the fun and excitement with everyone at NDWBF. It’s also an opportunity to connect with our community, promote authentic books, and discourage piracy. Through this ceremony, we aim to celebrate the enthusiasm of our community and reward their pursuit of knowledge.”