ITV

Category: Ad Campaigns

  • Kumar Varun rants about WFH in Man Matters’ #LetsTalkMan campaign

    Kumar Varun rants about WFH in Man Matters’ #LetsTalkMan campaign

    Mumbai: Work from home (WFH) was perhaps the most common outcome worldwide for offices amid a coronavirus-ridden world. We went from being paranoid about Covid-19 and its impact on health to normalising it. Now, with the world battling another wave of the pandemic, Man Matters – a digital health platform for men, has come up with a very relatable rant video featuring actor, stand-up comedian Kumar Varun that voices the sentiments of employees who are bound to work despite being covid positive. 

    The campaign is the latest to come out from the brand’s initiative #LetsTalkMan, which was first launched on International Men’s Day 2021.

    The digital film executed by Spring Marketing Capital portrays Varun as the protagonist encapsulating the emotional turbulence of employees who have been Covid positive in the third wave and yet, are not spared from expectations of work. 

    The film begins with an online conference call, wishing employees speedy recovery and asking each other to take care of themselves. Cut to reality, in the name of deadlines, employees continue to work from home and are expected to work and complete work as before. The rant aims to throw light on the reality that while the current wave is mild and most of us who are vaccinated will recover fast, it is equally important to be cognisant of the fact that it still impacts our health and wellbeing, and that of our near and dear ones.

    “From being paranoid about Covid during the first and second wave, to now witnessing a ‘normal’ third wave, we have seen a significant shift in our attitude towards Covid-19,” said director of brand marketing Anuroop Nair, commenting on the campaign message. “At Man Matters, we believe in helping men open about their health & wellness needs and hence really felt like making this video to help those who are unable to in this period.”

    “Man Matters as a brand has always pushed the boundaries on how we should open up about how we feel. In Jan ’22, I think most of us feel this way but someone needed to say this and hence we finally did through this piece,” remarked Spring Marketing Capital branded content partner Sandeep Balan.

  • Fido Dido comes up with ‘fresh solutions’ to everyday problems in 7UP’s new TVC

    Fido Dido comes up with ‘fresh solutions’ to everyday problems in 7UP’s new TVC

    Mumbai: Soft drink brand 7UP has launched a quirky campaign to ring in the new year, featuring its much-loved, curly-haired brand mascot Fido Dido in his trademark cheeky avatar. The central concept of the brand campaign, a part of its ‘Think Fresh’ series, is to address everyday curveballs through a fun and playful attitude.

    The campaign launched on Monday opens with a man sitting in the ladies’ section of a bus, who pretends to fall asleep as soon as he sees a young girl enter the full bus. It’s then left to Fido Dido to tackle this googly and turn it into an opportunity. He takes a swift swig of 7UP and comes up with a ‘fresh’ solution which results in the man hastily vacating his seat, much to the girl’s delight. The lighthearted campaign aims to encourage today’s youth to not be frustrated with daily problems.

    PepsiCo India Flavors senior marketing director Naseeb Puri said: “7UP urges youth to ‘Think Fresh’ to address the various life’s curveballs with a cool mind & smart thinking. The new campaign throws light on the many tricky situations that we face every day… and Fido Dido, with his quick-wit and fresh thinking demonstrates that no matter which curveball comes one’s way, keeping a cool mind will ensure one finds a ‘Fresh’ way to emerge on top and win in this evolving reality.”

    The campaign will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign, said the brand.

  • Britannia’s new campaign stresses on protein consumption for young Indians

    Britannia’s new campaign stresses on protein consumption for young Indians

    MUMBAI: Britannia Industries has launched a new TVC for Britannia Cheese that talks about its protein rich nutritional qualities. Proteins are by far one of the most important macro nutrients that  should be part of a healthy diet and through the new  campaign, the Dairy company aims to raise awareness about the role of Britannia Cheese as part of children’s nutrition.

    A study by ICMR in 2020 showed that four out of five  Indians don’t consume the recommended amount of good quality protein. As shown by various studies, India has been facing a protein deficiency over the recent years, across consumer groups.  

    The new TVC from Britannia thus aims to encourage Indian parents to include Britannia Cheese, offered in other suitable formats like cubes, blocks, and spreads, as a rich and  delicious source of protein as part of their children’s diet.

    “At Britannia, we have always ensured that our products carry both excitement and  goodness for our consumers. Today, the amount of protein consumed by Indians falls below the required  benchmark and that’s where we come in with the new proposition. Our endeavor is to educate and increase the protein intake among young India and be a strong culinary ally. Made with the goodness of  cow’s milk, Britannia Cheese is an important and a delightful source of protein that parents can include in  their households,” said Britannia Industries  VP Dairy Business Abhishek Sinha.

    Speaking on the film, Buchanan Group director India Sanjeev Singhai said “This is the first project  opportunity with Britannia and that too an interesting one on the evolving category with Britannia Cheese. In India people believe all proteins are good and same irrespective of its source and really don’t  differentiate much between the quality of various sources. Through our advocacy-based advertising tool  Brand Power, it was our attempt to educate consumers on how including Britannia Cheese in the daily  diet is an easy and convenient way to help supplement the need of high-quality proteins. We look forward to  continue co-creating credible and engaging consumer content around Britannia brands helping drive add on trials and brand growth.”

  • Oyo launches new campaign capturing pulse of today’s travellers

    Oyo launches new campaign capturing pulse of today’s travellers

    Mumbai: Hotel booking platform Oyo has launched a multi-film brand campaign that will be visible across television, social media, OTT platforms, etc through January and February. The brand film features Bollywood actors such as Gul Panag, Kalki Koechlin, Chitrangada Singh and Kunal Kapoor, who bring to life the many day-to-day stories of travellers.

    “Over the pandemic years, travelers not just in India but across the world have adapted and evolved their travel habits and preferences. Travellers now place higher trust and confidence in brands that provide flexibility and personalization. With this insight at the heart of its brand campaign, Oyo aims to spread awareness about the key features on the Oyo app,” said the brand in a statement.

    The first film highlights the benefits of the ‘Nearby’ feature. Oyo’s deep presence across India, and in 35 countries around the world, allows users to book accommodation on the go with an easy tap on the ‘Nearby’ icon. The second film is based on the ever-increasing need for flexibility when one travels. The film, therefore, highlights Oyo’s easy cancellation and refund feature, allowing users to modify bookings before their stay. The third film promotes the ‘Search the View’ feature, which lets users discover stays according to any search keywords including the view, be it by the beach, the hills, near the market, close to the airport, or even a golf course view.

    The concept of the brand campaign and script of the films have been developed and written by Oyo’s global in-house brand team and it is directed by Vishvesh Krishnamoorthy from Corcoise Films.

    “Oyo truly believes that progress is for everyone. No matter who you are, where you’re from or where you’re headed, we’re all looking to evolve in our lives. That’s the spirit Oyo embodies and supports,” commented Oyo head of global brand Mayur Hola. “At the core of it all is a simple to use app that is backed by some serious tech. An app that enables you to find an Oyo right next door, wherever you may be. That helps you keep your plans and life flexible, as we all must today.”

    Commenting on her role in the films, Gul Panag said, “I love traveling and the spontaneity that comes along with it. I was super stoked to learn that travellers have an option to discover stays wherever and whenever they wanted to, on their terms. When OYO came to me with the concept of the ‘Nearby’ feature and the script, it was an easy YES. Because it’s so relatable.”

    Oyo launched the brand campaign during the India vs South Africa ODI matches on TV. The brand campaign will be seen in multiple channels across GEC, news, infotainment and the kids genre, said the statement. “The company will also release the first film across its owned digital and social media channels including Facebook, Instagram, YouTube, LinkedIn. It will also feature the campaign on the Oyo app, co-Oyo app (for patrons) and across all its in-house digital communication mediums with customers, patrons and OYOpreneurs,” it further said.

  • Vijay Raaz, Varun Sharma highlight EaseMyTrip’s ‘full-refund policy’ in new TVC

    Vijay Raaz, Varun Sharma highlight EaseMyTrip’s ‘full-refund policy’ in new TVC

    Mumbai: In these times of travel uncertainty with the third Covid-19 wave upon us, online travel platform EaseMyTrip has come out with a new television campaign that highlights its full-refund policy for medical emergencies. The quirky ad campaign featuring actors Varun Sharma and Vijay Raaz highlights in a witty manner the travel portal’s ‘free of charge, full-refund medical policy’ through which customers can claim a refund on domestic air ticket cancellations caused due to medical emergencies.

    Through this TVC, EaseMyTrip aims to target digital-savvy customers who make online bookings, while also highlighting how the platform is providing services and customer care support during such unprecedented times. The brand has chosen Varun Sharma and Vijay Raaz for their mass appeal and connect with both the young and old audience base.

    “Looking at the current uncertainties in the travel space, we believe that it is the right time to launch a TVC that highlights our unique full-refund policy for medical emergencies, and our exceptional customer support during such trying times,” said EaseMyTrip co-founder Prashant Pitti. “We are excited to associate with Varun Sharma and Vijay Raaz. They have a unique connect that cuts across all audiences and geographies, and their personalities resonate and fit perfectly into the brand’s narrative of providing an exceptional and hassle-free booking experience.”

    The campaign is now playing across all television and digital platforms. It will also be amplified through outdoor and print media presence.

    The company has aggressive plans to grow its business with a slew of customer-centric initiatives including the zero-convenience fee, full refund on medical grounds, ‘train waitlisted’ feature which offers discounted airfares to users with unconfirmed train tickets and many more, it said in a statement.

  • Parle Hide & Seek plays cupid for adolescent love in new campaign

    Parle Hide & Seek plays cupid for adolescent love in new campaign

    Mumbai: With still some days to go for Valentine’s Day, food company major Parle Products has launched its latest advertising campaign for its chocolate chip cookie brand Hide & Seek highlighting feelings of adolescent romance. 

    The campaign titled ‘Start your story with Hide & Seek’ is conceptualised by Brand League Partners and seeks to establish the cookie brand’s identity as an enabler of first-time conversations and showcases how it can aid its young audience in making those first moves and getting those special conversations started. It features three distinct ad-films produced by 30 seconds of Fame and directed by Uzer Khan. 

    The films showcase youngsters in different scenarios- at a flower shop, on a ferry, and at a fashion show event, creating their own new language through sweet gestures wherein Hide & Seek plays their  wingman/cupid. The TVC’s are tailored to connect with teenagers and young adults, who are conscious about striking a conversation with someone they like as they lack the courage to make the first move or even ask someone out for the first time, even as it demonstrates how the brand can play a catalyst in expressing affection.

    “We, at Parle Products, realise how important it is for a brand to be a part of a customer’s journey. All of us have come across that time in adolescent years when the fear of rejection keeps us away from initiating conversation with that special someone,” said Parle Products senior category head Mayank Shah. “Our brand plays the role of breaking the ice so the first-time conversations between two young people are comfortable and relaxed.”

    “The campaign is light-hearted and at the same time builds our brand so that we achieve top-of-mind recall among consumers and continue our brand narrative. With this TV and digital campaign, we aim to strengthen our position in the chocolate cookies category,” he added.

    The Hide & Seek brand has been synonymous with ‘innocent love’ through its consistent brand communication from the past 25 years, thus making Valentine’s Day an ideal time to remind its consumers to express themselves freely since it is just around the corner, said the company.

    “We wanted to create something special for consumers and we are happy to be able to create a theme for Parle’s Hide & Seek brand – ‘Start your story with Hide & Seek’, which will bring forth something relatable, fun and engaging experience for everyone,” said Brand League Partners head Samir Chonkar. “The films showcase cute and innocent interaction between couples designed to appeal to customers’ lovestruck-side and get some attention directed towards the brand.”

    With the aim of celebrating the event that is immensely popular among young adults, Parle Products will focus on television advertising across genres through TVCs and digital channels. The TVCs will be released in seven languages including Hindi, Bengali, Kannada, Telugu, Malayalam, Oriya, Assamese and Tamil and will be sustained through a digital campaign.

  • Alia Bhatt performs magic tricks in Lay’s new ad for ‘thinnest chips’

    Alia Bhatt performs magic tricks in Lay’s new ad for ‘thinnest chips’

    MUMBAI: Lay’s has launched a new digital campaign for its recently introduced “thinnest range of chips” – Lay’s Wafer Style.  Titled ‘#TheThinPossibleChip’, the campaign encourages fans to try fun and quirky magic tricks using the flavourful and light, “Lay’s Wafer Style – a chip so thin and paper-like, that it disappears.”

    Kick-started by brand ambassador Alia Bhatt, and Bollywood actor Siddhant Chaturvedi, the campaign shows the actors enthralling the audience as they perform magic tricks using the flat-cut and paper-thin Lay’s Wafer Style. In the video, Alia can be seen holding the thin chip in her hand and making it magically disappear as she clicks her fingers. Towards the end, she throws #TheThinPossibleChip challenge to her fans and asks them if they can make the Lay’s Wafer Style chip disappear.

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Lay’s India (@lays_india)

     

    Taking a cue from Alia, several celebrities including Raghav Juyal, Anushka Sen, Gauhar Khan, and Jasmin Bhasin have joined the campaign on social media.

    PepsiCo India director-marketing (Potato Chips Category) Shailja Joshi said, “Lay’s Wafer Style is the thinnest chip from the house of Lay’s and we’ve received an overwhelming consumer response that has further encouraged to drive the messaging of the thin and light chip with #TheThinPossibleChip campaign. The digital campaign brings alive the unique attributes, especially the thinness of the chip in a fun and playful manner with celebrities and content creators performing illusions and making the Paper Thin, Wafer Thin chip disappear.”

    Lay’s is also engaging with influencers by sending them Lay’s Wafer Style hamper which includes a stylish T-shirt and Lay’s Wafer Style packs in three special flavours – Salt & Pepper, Tangy Treat & Sundried Chilli, and engaging with them to highlight the paper-like thinness of the Lay’s Wafer Style chips through entertaining illusions and tricks.

  • Shah Rukh Khan turns chauffeur for Indian cricketers in Hyundai’s latest campaign

    Shah Rukh Khan turns chauffeur for Indian cricketers in Hyundai’s latest campaign

    Mumbai: Smart mobility solutions provider Hyundai Motor India Ltd (HMIL) on Saturday announced its new campaign with the six- and seven-seater SUV – Alcazar, featuring Bollywood actor Shah Rukh Khan and Indian cricketers Smriti Mandhana, Jemimah Rodrigues, Taniyaa Bhatia and Shafali Verma. 

    Under the aegis of ‘Beyond Mobility,’ the TVC captures the premium quality, versatility, and space of the SUV, while portraying an interesting journey of the four cricketers with SRK joining them on a fun journey.

    The commercial delves into a fun-filled conversation between the young cricketers and the superstar, aiming to redefine driving experience. Initially awe-struck at the unexpected presence of Shah Rukh Khan, the cricketers are captured personifying their sporty spirit to action while exploring the SUV’s elegance from every angle. The film highlights the Alcazar’s ample seating space, performance, interiors with a combination of versatility and futuristic characteristics in a 360-degree campaign, which will be led by television and digital platforms.

    Commenting on the launch of the new campaign, Hyundai Motor India Ltd director (sales, marketing & service) Tarun Garg said, “With our latest campaign, Hyundai has engaged its young and inspiring Corporate Brand Ambassadors – Smriti Mandhana, Jemimah Rodrigues, Taniyaa Bhatia and Shafali Verma along with Shah Rukh Khan, to showcase the many unique and aspirational elements of Alcazar in thought-provoking series of events. As a youth centric brand, the new campaign showcases millennial preference for innovative new-age technology and Hyundai’s commitment to deliver the best through its world-class products.”

    Launched nationwide, the commercial is centered around the bold and dynamic design of the SUV, highlighting its features in an entertaining way.

  • GUEST COLUMN: Change of winds – The rise of Online Services in India

    GUEST COLUMN: Change of winds – The rise of Online Services in India

    Mumbai: The Online Service industry is on a continuous upward path. This industry today contributes as much as eight per cent to the GDP of a fast-growing country like India. Online Services have always been there in the market but in the past two years, it has expanded massively to further sub-categories.

    The hybrid working model and growing need to get essentials on your doorsteps drive the demand for Online Services. Some of the major categories that have proven to be a part of individuals in Tier 1 & 2 cities are- Online Education, Software, OTT & Entertainment Platforms, Food Delivery, Grocery, Cleaning Services, and many others counting under it.

    Over time, various initiatives have been taken to increase the awareness of usability of these services among consumers, which is rapidly pushing this industry to become profitable and efficient. In an age of regular technological disruption, the need to upgrade and learn new technologies has become a top priority. The Online Services platform has witnessed a 70 per cent growth in 2021 – Rs 46 crore GMV on Admitad platform. The major contributing categories to this growth are Software programs, Education programs, OTT programs, and many others.  It has been observed that consumers are favouring these services and including them in their daily life routine.

    Let’s dive deep into the top two categories of Online Services which we have observed during this year.

    Software Programs

    With no surprise, Software Programs are one of the key drivers of success in the digital world. Whether you’re focused on B2B or B2C, or both, there is no denying that you’re in a lucrative playing field. 2021 saw the emergence of the Software Programs as more and more end-users started using different software and applications to assist them in their day-to-day work from home. Norton, BigRock, GoDaddy, HostGator, Namecheap, Tenorshare, Mcafee, & Easeus are some of the top online software platforms to name a few. The growing need to secure cloud platforms, amid the growing incidence of cyber-attacks and hacking, drives demand for security softwares. With more visibility in this category, publishers have witnessed their traffic getting converted into revenue with an overall growth of 12x.

    E-Learning Programs

    The upswing in the E-learning space has created a lot of buzz around this year. To achieve career growth and add value to their knowledge, working professionals in India are focusing on skill development.  Post the pandemic, 2020 saw the rise of Online Education & E-learning as a service but it boomed in 2021. We saw an immense amount of traffic getting redirected to the Education programs. More and more loyal partners, banks, telegrammers focused their traffic on driving the Online Education programs. We saw an overall growth in the Education category by 4.5x. This category offers an opportunity for the publishers to thrive as we have seen more and more educational programs getting live by the Year-end. Brands like Edureka, Unacademy, Harappa, Udemy, Skillshare, Top rankers have been the top contenders in the E-learning segment and have offered the best for their users.

    Impact of Affiliate Channel on Online Services

    Looking at the demand & market trend, these brands are trying to find cost-effective channels to reach out to the end-users and to create and execute strong growth strategies in order to get ahead and rise above the competition. To leverage such marketing strategies, companies have started adapting performance-driven channels. Besides targeting a higher number of audiences, they are conscious about their ad spending, and to maximise their ROI, they are heavily spending on the cost-effective channel – ‘Affiliate’. It allows brand marketers to capture the market to the fullest and utilise the different Affiliate inventories to target all sets of audiences. Online Services Programs generated GMV worth 46 crores through Admitad platform. The major contributing partners to this growth are Cashback 43 per cent, Social Affiliate 36 per cent, Coupon five per cent Content 10 per cent Email two per cent and four per cent others in the current year.

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    The Online Service market has tremendous potential now and surely in near future and with the growing use of the internet, companies are creating more unique opportunities to reach every region and every potential customer. Even in the pandemic we have seen how they have created great services and reach every person to satisfy their needs and demands.

    (Neha Kulwal is country manager at Admitad India. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them.)

  • What India Takes Offence To : ASCI reveals six major triggers in adverts

    What India Takes Offence To : ASCI reveals six major triggers in adverts

    Mumbai: In recent times, several advertisements have faced controversy with various individuals or groups objecting to them. There is also a growing trend of ads and brands getting trolled on social media when people take offense to a particular message or depiction. Given the sensitivity of our times, the advertising industry has had its work sharply cut out.

    The Advertising Standards Council of India (Asci) undertook a deep dive to identify trends in such complaints and came out with some interesting findings and insights on ‘What India Takes Offence To’- a report based on 1,759 complaints against 488 advertisements over the past three years. The ads covered include those that may not necessarily be in violation of Asci codes, but nevertheless offended people/ groups. The report that seeks to deconstruct, not only the messaging that was found objectionable, but also the articulation of the complaint along with the desired action asked for, uncovered six major triggers.

    ‘Socially undesirable depictions for commercial gains’. For example, ads that promote stereotypes such as fair skin, certain body shapes, or ads that create undue pressure on parents and kids in the field of education. ‘Inappropriate for children’ which included ads, mostly viewed at prime-time, that seemingly provoked children’s interest in ‘adult life’, particularly in the idea of sexuality and physical intimacy were also considered problematic. ‘Ads where people seemingly crossed cultural boundaries’ which included ads that showed intergenerational dynamics in non-traditional ways were also frowned upon by some people. ‘Advertising mocking men’ or where men were depicted in a negative or poor light, even in humorous or introspective ways, were considered offensive by some.

    ‘Hurting religious sentiments’ or ads portraying mixed religious narratives, depictions of new interpretations of traditions or the use of religious and cultural motifs in a humorous manner became a major trigger point. Complainants questioned the intent of the ads and felt the need to guard against ‘conspiracies’. Even ‘Depicting unpleasant realities’ or ads wherein everyday realities were depicted in an in-your-face manner, triggered complaints from consumers who preferred a more sheltered and ‘civilised’ version of realities. Showcasing death, raw meat or blood tended to raise the hackles of these complainants.

    The report noted that while in some cases, the offence is genuine and justified, in others it is observed that “some people seem to be intent on assigning a devious agenda to a particular ad where none actually exists.” It also stresses that, “Not all ads that are complained against may need modifications as per the discussions and recommendation of the CCC.” In fact, in some of the cases given in the report, the advertiser did not have to make a change, because the CCC, taking all things into consideration, did not find the ads to be in violation of the Asci code.

    The objective of the report is to provide a pulse on consumer sentiment to different stakeholders. The study gets to the heart of the complaints and the complainants to reveal the underlying issues in advertising that bother Indian consumers and citizens. For brands, the report offers insights that may help in more sensitized creative development.

    The report concludes by emphasising that “mature discussions between stakeholders, seeking remedies through a neutral forum such as Asci are perhaps the best way to navigate these complex waters in what are fairly polarised times.” “Being in direct touch with the complainants gives Asci a unique vantage point to understand what people find offensive in advertising. We are sharing these insights with our stakeholders to help advertisers plan campaigns better and be more cognizant of consumer sentiment,” said Asci secretary-general Manisha Kapoor.

    Asci chairman Subhash Kamath added “At ASCI, we believe our role is not just to police the narrative but to also constantly add value to the industry by guiding our members towards more responsible advertising. These kinds of reports, along with initiatives like our ‘Advertising Advice’ service will help the industry a lot in that direction.”  

    The report makes observations that could help advertisers plan campaigns better, even as it makes note that there would also be instances of brands deciding to stand firmly behind their advertising, particularly when it represents the core of their philosophy.

    The Advertising Advice is a paid-for service that helps advertisers and brands identify whether an advertisement potentially violates any Asci guidelines. A panel of technical experts from the relevant field helps the advertiser examine their claim and the evidence for technical claim support.