ITV

Category: Ad Campaigns

  • Jim Sarbh gets replaced by Chacha Chaudhary in Cred’s latest ad film

    Jim Sarbh gets replaced by Chacha Chaudhary in Cred’s latest ad film

    Mumbai: Cred has launched its latest ad. But, this time it does not feature any of its usual line-up of Bollywood superstars or Sports celebrities. In a departure from its tried and tested formula, the fintech brand has released an animated film with the disclaimer ‘Not an ad’, featuring Indian comic book characters loved by many – Chacha Chaudhary & Suppandi!

    The animation, created by homegrown animation and comics studio Bakarmax, has voice-over by the inimitable Raghubir Yadav, who reprises his Chacha Chaudhary’s role from the 2002 TV series of the same name. Actor-comedian Suresh Menon lends his voice for Suppandi’s character, while Chacha’s trusted buddy cum strong man, Sabu is voiced by Shivansh Bajaj.

    The film follows the familiar Cred ad storyline with Chacha Chaudhary reading out Jim Sarbh’s lines about the benefits of making credit card payments on the app. However, Chacha, who’s renowned for his exceptional wisdom and whose brain apparently “works faster than a computer”, storms off the set as he finds the claims in the script too incredulous to believe. It is then left to the ‘director’ Suppandi to bring the old-timer up-to-date with the times we live in- from the social networking addiction, electric vehicles and cryptocurrency to global warming and climate change- Suppandi’s character doles out all the modern gyan.

    Finally, Chacha Chaudhary is seen mulling over all his new-found knowledge in solitude and experiencing a moment of FOMO (fear of missing out). But not for long. The film ends on an amusing note as the affable Chacha Chaudhary reaches out to his trusted confidante Sabu, as he’s overwhelmed by all the new-age wisdom and reels out an instruction to the giant, to find out how he can get an NFT made for his brain!

    The ad-film is directed by Vivekananda Roy Ghatak and the writing is credited to Rachit Varma, Adhiraj Singh and Sumit Kumar.

    Cred product and growth Trupthi Shetty says the brand aimed to bring something unique to its consumers. “Cred is reinventing nostalgia by bringing something new to old with familiar personalities to encourage financial independence and literacy. We are delighted to work with team Bakarmax who came up with this concept, where we could bring in beloved characters from the ’90s to send across the messaging to our members and consumers”, she added.

    Sharing the experience of collaborating with Cred, Bakarmax founder Sumit Kumar said, “The process of building a concept that would bring back nostalgia with our favourite characters with a twist has been a great experience. Highlighting the advancements in the financial industry through a different lens was refreshing. I hope Cred members and consumers enjoy the latest animated film.”

  • Flamingo launches new ad campaign with Hrithik Roshan

    Flamingo launches new ad campaign with Hrithik Roshan

    Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has kickstarted a 360-degree campaign with actor Hrithik Roshan.

    The brand has launched three TVCs, with each TVC showcasing brand partner Hrithik Roshan using one of Flamingo’s hero products – Heat Belt, Knee Cap and Lumbar Sacro Belt (L.S. Belt). The campaign overarches the brand motto of ‘An Aid for a New Life’, and showcases its functional diversity as a health care solution with Hrithik using the Flamingo products to overcome situations of pain in his demanding professional lifestyle.

    With an initial concentration on developing brand awareness and recall, the communication of ‘An Aid for a New Life’ was aimed at establishing Hrithik as the face of the brand. This was followed by a thought provoking messaging ‘…But ultimately what matters is what you do’ in the second season which left the consumers with a decision to make between an existing practice versus a sustainable solution when encountered with pain.  The newly launched campaign thrives on the idea of ‘never say die attitude’ which is well expressed as ‘…par hum kabhi haar nahi maante’ in the 3 TVCs.

    Ascent Meditech VP Sales and marketing Rakesh Kumar said, “Our campaign, Actor ki Zindagi ho ya Aap ki…thrives on the diversity of the product audience. The campaign will strike the correct chord with millennials struggling with the hybrid work model as well as with homemakers who suffer from pain. The narrative and the finalised touchpoints also creatively capture a wider spectrum of audience demographics residing in Tier 1 & Tier 2 towns of India with creative messaging that speaks to the consumers on an individual level and provides them with a day-to-day pain tackling solution through Flamingo products.”

    Zip Zaap Zoom Productions creative director Roop Naik said, “The creative for Flamingo is true to the value of the products and their worth in our day-to-day life. With Hrithik Roshan as the brand ambassador, it gets more challenging to balance his megastar personality and brand communication. The sync has been perfect so far and each time you watch Hrithik the brand recall is immediate.”

    The new TVCs will be engaged via a 360-degree multi-media campaign that will engage the audience through diverse media interfaces such as television (across GEC, Movies, Music & News channels), print (in major dailies), digital (promotions over Social Media networks), BTL (activities will be executed in chemist shops across India) and DTH networks.

  • Center fresh, Dharma 2.0 come together for Bollywood-style partnership

    Center fresh, Dharma 2.0 come together for Bollywood-style partnership

    Mumbai: Center fresh, the gum and mint brand from Perfetti Van Melle has announced its marquee collaboration with Bollywood filmmaker Karan Johar’s Dharma 2.0 for a series of two digital films. The campaign collaboration has been facilitated by Wavemaker India, with support on the creative front from Ogilvy India.

    As part of this collaboration, Center fresh and Dharma 2.0 will release two digital films that will explore the possibilities and nuances of fresh breath confidence but with the Dharma twist. The brand’s proposition of fresh breath confidence will be at the core of the digital films, while the storytelling will have a distinctive Bollywood treatment that’s contemporary, fresh and relatable, the brand said.

    This collaboration was announced on social channels by Karan Johar with an engaging video, shot in his inimitable style conveying the seamless brand partnership.

    The creative ideation of this premise is credited to Punit Malhotra & his team from Dharma 2.0. “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business, and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0,” said Punit Malhotra.

    The first digital film titled “Parda” in the series stars Anjali Sivaraman with popular actor & dancer Shantanu Maheshwari in leading roles. In times when the faces of people are not fully visible due to mask-wearing protocols – how do you test the waters of attraction and initiate a conversation with someone you think you like. This relatable premise forms the crux of the film.

    The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift.

    Commenting on the partnership, Perfetti Van Melle India – director marketing Rohit Kapoor said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them.  Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.”

    The Center fresh X Dharma 2.0 collaboration will also be amplified through social media promotions and by Karan Johar himself. The second film under this collaboration is expected to be out early next year.

    Speaking about the film, Johar said, “Both Dharma and the brand Center fresh are known for their youth-focused appeal and initiatives and this collaboration further solidifies these very sensibilities. My goal has been to add the extra oomph of the unexpected, to this modern-day rendition of the plot.”

    “Center fresh with its fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth,” Wavemaker India chief content officer Karthik Nagarajan said.

  • Audible releases two new ad films to showcase the power of audio

    Audible releases two new ad films to showcase the power of audio

    Mumbai: Audible, an Amazon company, and a global provider of spoken-word entertainment has announced the launch of two new ad films featuring TV actors Nakuul Mehta and Rithvik Dhanjani. The films showcase the wide and diverse range of audio and spoken word content available on the audio streaming app, which listeners can enjoy whenever, wherever they like.

    Conceptualised by Audible and executed by Media Monks, the ads are already on air across 60 channels. This includes channels across genres like Hindi General Entertainment, Hindi Movies, Hindi and English News, Hindi Music, English lifestyle, English Movies, Infotainment as well as on live sports like the India-New Zealand test match from 3 to 7 December 2021 and the English Premier League between 27 November and 28 December 2021, said the company.

    Both films bring out the crackling chemistry and camaraderie between Rithvik and Nakuul. Having diametrically opposite personalities who enjoy completely different activities and audiobooks, helped showcase the range of titles available on Audible, their playful relationship adding to the films’ entertainment quotient.

    Audible India country head Shailesh Sawlani said, “We recently launched an all-you-can-listen Plus catalogue for our members featuring over 15,000 Audible Originals, audiobooks and podcasts across languages and genres. Our ad films showcase how we have something for everyone in our diverse slate, including titles featuring household names like Rithvik and Nakuul and other popular talent. We hope that the viewers enjoy our ad films, brought to life by these very talented and spirited actors.”

    Both the actors have lent their voices to two new free-for-all Audible Originals available on Audible.in, which made them a natural choice for the films, the brand said.

  • Koo co-founder Mayank Bidawatka on breaking the language barrier for social media users

    Koo co-founder Mayank Bidawatka on breaking the language barrier for social media users

    Mumbai: Having launched at the outset of the pandemic, home-grown multi-lingual micro-blogging platform, Koo has already garnered over fifteen million users in a short span of twenty months. Pitched as India’s alternative to the US microblogging platform Twitter, the app allows its users to express themselves in their mother tongue, providing its offerings across regional languages.

    “We looked at the existing products and saw there was no platform to openly express oneself in Indian languages,” said co-founder Mayank Bidawatka, an alumnus from the Asian Institute of Management. “That’s when we realised that there’s a very large market out there waiting to be unleashed.”

    The brainchild of founders Mayank Bidawatka and Aprameya Radhakrishna, the home-grown app has added five million users in the last quarter. The Bengaluru-based app currently supports nine Indian languages, namely, Hindi, Kannada, Tamil, Telugu, Assamese, Marathi, Bangla, Gujarati and English, and is in the process of adding three more.

    But, before Koo, the duo had co-founded Vokal- an expert-based Q & A platform in regional languages, an Indian version of Quora. “That time we got a lot of feedback from experts who felt that they were just answering questions that people asked. But, they also wanted to use an open expression platform where they could also share their thoughts freely,” said Bidawatka in an exclusive interview with Indiatelevision.com.

    It is this thought that also forms the core of its first-ever Television campaign Koo Kiya Kya?’ launched during the recently concluded T20 World Cup 2021. Conceptualised by Ogilvy India, the campaign consisted of a series of short-format twenty-second advertisements that delve on the comfort of expressing oneself in one’s native tongue.

    Talking about the objective behind the brand’s latest campaign, Bidawatka said, “To get all the people who are passive creators to become active creators, it was important for them to know what Koo’s about. With this campaign we are trying to drive the thought that ‘if you have anything on your mind, come and say it on Koo’. Hence the line ‘Dil mein jo bhi ho, Koo pe kaho’. Coupled with the slogan ‘Koo kiya kya’ that’s the broad concept behind the campaign.”

    The brand also made a conscious decision not to have a celebrity endorse the campaign. “It needs to cater to the masses. Hence we used common people in the ads to show that anyone could be creating- You don’t need to be a celeb or big guy to create,” said the co-founder.

    The start-up largely depended on online penetration in its initial phase of outreach, but going ahead it plans to make use of both mainstream media as well as digital media in equal measures. “Both of these are important for different reasons. Digital helps us to drive downloads, and mass media aids in creating brand awareness,” he added.

    Building awareness was also top-of-the-mind when the brand decided to use Cricket as a launch-pad for its maiden campaign. “The T20 tournament is one of the most viewed properties of the country, plus if you want mass awareness, it’s one f the best properties to advertise in,” he said.

    When asked about the consumer demographic the platform currently caters to Bidawatka said, “We have people across genders, age-groups, across cities and tier two towns. This product is made for the country at large where people find their topics of interest, their people of interest. Also it’s relatively simple to use.”

    With the growing menace of hate speech on social media becoming a challenge for social media platforms, Bidwatka said, Koo is working on a feature that allows users to self-verify. “This way we’ll know we aren’t dealing with a fake account or someone who’s masked,” he signed off.

  • Flipkart launches ‘India Ka Fashion Capital’ campaign with Ranbir Kapoor & Alia Bhatt

    Flipkart launches ‘India Ka Fashion Capital’ campaign with Ranbir Kapoor & Alia Bhatt

    Mumbai: Homegrown e-commerce marketplace Flipkart has launched the ninth edition of its ‘India Ka Fashion Capital’ campaign in a new avatar, featuring Bollywood’s It couple Ranbir Kapoor and Alia Bhatt. Conceptualised in collaboration with McCann World group, the campaign encourages customers to upgrade their fashion wardrobes.

    Directed by Shekhar Kamble and produced by Dreampunk Films, the ad films are set on a college campus, with Ranbir and Alia portraying characters who are college friends, showcasing their fun relationship with their quirky professor. The TVCs are aimed at the youth whose aspirations for high-quality fashion are ever-evolving but their self-doubts and the costs at times, come in the way of their desires.

    “Flipkart has a strong understanding of customer needs, which has helped us provide them with best-in-class offerings over the years. Today’s shoppers prefer to live a fashionable lifestyle that is both accessible and value-driven,” said Flipkart director of marketing Prasanth Naidu, speaking about the campaign.

    “With this campaign, our aim is to establish Flipkart as a value lifestyle destination that caters to various needs and appeals to a diverse demographic across the country. We are sure that Ranbir and Alia will create a unique connection with our target audience and inspire them to look at Flipkart as a one-stop-shop for all their lifestyle needs,” he added.

    Close on the heels of the wedding season, the new campaign showcases the latest influencer-inspired ethnic fashion, targeting aspirational customers who may be fence-sitters when it comes to making a purchase online. The campaign is live on television and digital platforms for a period of fourteen weeks.

  • Niva Bupa’s new campaign encourages customers to enjoy life

    Niva Bupa’s new campaign encourages customers to enjoy life

    Mumbai: Niva Bupa Health Insurance Company Ltd (formerly known as Max Bupa Health Insurance Company Ltd) has announced a new brand campaign titled ‘Zindagi Ko Claim Kar Le.’ This is the first campaign from the company since it rebranded itself as Niva Bupa in July this year.

    With the new campaign, Niva Bupa brings a fresh perspective to the category narrative which implies that health insurance is for freedom and not constraints. The company aims to democratise health insurance and play the role of an enabler which would eliminate the fear element often associated with the health insurance category, it said in a statement.

    “At Niva Bupa, the brand philosophy is to humanise and de jargonise the health insurance category and play the role of an enabler that gives consumers the confidence and freedom to claim the countless magic moments that life has to offer,” stated Niva Bupa senior VP and head of marketing Nimish Agrawal. “‘Zindagi Ko Claim Kar Le’ is a way to urge our consumers to live life to the fullest and leave the worries to us, should any unfortunate incident happen.”

    The campaign has been created by Glue Creatives and captures real-life situations in the lives of consumers. It showcases how health insurance enables people to accumulate experiences and build memories. The TVCs comprise a series of three films, directed by Shlok Sharma. “It is rare to get a script that brings out such a sincere product in such an interesting way. Add to that, the range that we have covered in the films around the product makes it truly engaging. These films by Niva Bupa got me very excited at their approach of being light-hearted with such convenient, user-friendly features at their core,” said director Sharma.

    The brand campaign will kick off with a phygital media mix across traditional channels like TV, print, and radio along with digital platforms. The high decibel campaign covers 100+ town clusters with its radio reach. The TV plan covers 35+ channels which include leading news channels such and popular television shows. The print plan covers 15 cities and 35 town clusters across leading publications. The ad will also be run during primetime on movie channels such as Star Gold, Zee Cinema, with a total of 9300+ spots spread over three weeks, said the brand in a statement.

    “In the insurance category, what works more than the individual products is the brand promise. So, once we had cracked the proposition ‘Zindagi Ko Claim Kar Le,’ we knew we were onto something good,” said Glue Creatives founder and creative director Gautam Mehtta. “Co-creating the world of Niva Bupa where individuals are out pursuing life experiences was great fun with the very supportive clients at Niva Bupa and a fabulous director like Shlok, who understands the nuances of keeping the storytelling very relatable and real.”

  • Prega News launches its first-ever TVC with Kajal Agarwal

    Prega News launches its first-ever TVC with Kajal Agarwal

    Mumbai: Mankind Pharma’s pregnancy detection brand Prega News has come up with a new campaign featuring brand ambassador Kajal Agarwal. The brand has launched two TVC’s as part of the campaign accentuating the point that Prega News is one of the most assured and trusted pregnancy detection kits in India.

    The TVC’s showcases that Prega News is the most reliable pregnancy kit for expecting mothers giving accurate results in only five minutes. The objective behind the film is to aware people of the benefits of the products.

    “Our objective of the campaign is to aware people that Prega News not only gives rapid results but its highly accurate too,” said Mankind Pharma general manager – sales and marketing Joy Chatterjee. “We have become a preferred choice among doctors and expecting moms to be and that is what we played up in the narrative. While saying this, our backend team at Mankind effectively works on the product kits. Our association with Kajal matches our brand ethos, and we are pleased that with the collaboration we would be able to transmit the message to a lot of mothers.”  

    The first TVC reveals a pharmacy shop where the pharmacist is shown giving an ordinary pregnancy detection card to a woman. Seeing this Kajal intervenes and suggests giving India’s top pregnancy detection kit that provides accurate results and has the trust of doctors and millions of mothers. In the end, she shares that her doctors also recommended the same. The second TVC depicts that Kajal is an expecting mother, and she got the good news with the help of one and only Prega News.

    The campaign involves 360-degree brand communications comprising mediums like television, digital, and print. The TVC is executed and conceptualised by the team at ADK Fortune.

    “It is indeed an honour and a pleasure to be associated with Prega News, a prominent brand in the pregnancy detection cards. Indeed, the brand has become the most preferred product among expecting mothers. I am delighted to associate with the brand to spread the message of great joy and love,” stated Kajal Agarwal.

  • Goibibo rolls out new campaign ‘Apna Rule Toh Full Vasool’

    Goibibo rolls out new campaign ‘Apna Rule Toh Full Vasool’

    Mumbai: Travelling is therapeutic as it liberates everyone from anything holding them back. From planning to booking to enroute the journey and to making lifelong memories – the overall joy and gratification one experiences from travelling is often beyond words. To help make travelling more delightful and fulfilling for millions of travellers, Goibibo has announced its campaign ‘Apna Rule Toh Full Vasool’ to help its customers derive and enjoy maximum travel benefits and value, and new experiences from their travel plans.

    As part of this campaign, the online travel company has announced ‘Daily Steal Deals’ for top-rated hotels and last-minute flight bookings on its platform. Customers will now be able to unlock more than 1000 new deals every day on the platform, said the statement.

    With the core message – ‘Apna Rule Toh Full Vasool,’ the narrative echoes the demands of travellers as they rightfully seek maximum value from their travel plans, along with Goibibo’s promise of continuing to offer unbeatable value to its customers. To bring alive the campaign, the company has rolled out a series of digital films that are packed with humor and wit. The narrative is alluring and relatable as it celebrates some of the moments and conversations from our daily lives such as ‘toothpaste ka full vasool’ and ‘buffet ka full vasool.’

    “Today, India’s evolved travellers seek value-based offerings that allow them to make conscious travel choices, provide more flexibility and offer maximum benefits when planning or booking travel,” stated Goibibo chief marketing officer Sunil Suresh. “Our new campaign has been designed to solve these demands of travellers by continuing to extend the highest value through steal-worthy daily deals for our hotel and flight bookers on the platform. #ApnaRuleTohFullVasool is a depiction of the common philosophy of any consumer who seeks maximum value and higher returns from any purchase –thus, becoming our campaign’s core idea, Travel Ka Full Vasool.”

    “Goibibo’s commitment to always delivering unbeatable value in travel is only matched by the ingenuity of the Indian consumer in extracting value from everything. Hence, #ApnaRuleTohFullVasool is not just the brand’s ethos, but also a celebration of our consumer’s philosophy,” said MagicCircle Communications executive creative director Dheeraj Renganath. “We brought the idea alive by setting the brand conversation in the context of relatable, contemporary & endearing vasool moments.”

     

  • Mobil celebrates trucker’s journey with short film ‘Sonu Tey Pappa Di Gaddi’

    Mobil celebrates trucker’s journey with short film ‘Sonu Tey Pappa Di Gaddi’

    Mumbai: Engine oil maker Mobil has come out with a new short film that celebrates the journey of a trucker. The film, titled “Sonu Tey Pappa Di Gaddi,” is conceptualised by 22feet Tribal Worldwide and the story, screenplay & dialogues are credited to The Script Room.

    Shot across multiple locations in Rajasthan over five days, the film is produced by Coconut Films. Rajesh Ramaswamy, The Script Room co-founder, has directed the film and it’s now available on Jio TV.

    “This was a dream project for The Script Room. A great opportunity for a writers’ hub where writing was at the heart of it. With lots of scope to explore a story, screenplay, characters, dialogues, lyrics and at the same time bring in our brand expertise. And it was great fun and a learning experience to interact with the creative folks at 22Feet, which is something we are keen on. To collaborate with different minds to create beautiful stories. And separately as a director, I got the opportunity to explore a long format project which was a great experience,” stated Ramaswamy.

    22feet Tribal Worldwide’s Mansoor Jamal said, “Truckers in India are always seen as people who are intimidating on-road rushing to move things from point A to B and sometimes even from their close ones. Nobody looks up to a trucker. And unfortunately not many know of their personal struggles and sacrifices they make. We wanted to tell their story through this film. And we found the perfect partner in The Script Room to collaborate and make this happen. Ramsam, UJ and the team at The Script Room saw the idea we had and elevated it to flesh out the whole film. It was an absolute pleasure working with them.”

    The 27-minute short film aims to capture the essence of the brand while connecting it with its audiences through a heart-warming narrative. The story line follows a trucker’s road journey, which is an everyday affair for him, except that his teenage son has joined him on this one. The child gets to see his father’s hard work, effort, and sacrifices that make his life better, and the father also gets to spend time with his son which in itself is a luxury for him, and in the process gets to know him. By the end of the trip, the duo develops a bond and newfound respect for each other. The product is seamlessly used in the storyline adding a slice-of-life element to the film.

    “The trucking community is integral to economic growth, and truck drivers deliver almost everything we rely upon. This trucker movie ‘Sonu Tey Papa Di Gaddi’ by Mobil symbolises our appreciation of the trucking community, aiming to invoke respect and recognition for the drivers.  Mobil Delvac brand supports the drivers in economic growth by helping them reduce maintenance and service cost, while this movie will drive societal growth and development by uncovering the challenges faced by the community and bringing positive change in the life of drivers,” said Mobil Delvac brand and offer advisor – South AP Sumit Rana.

    Speaking about engagement, The Script Room co-founder Ayyappan Raj stated, “It’s a totally new thing for us – working together with a creative agency and co-creating something for another client. While conceptually it sounded complex with multiple stakeholders, the actual process was quite simple and smooth. We did a few rounds of discussions to get the central thought and then everything else happened quite fast. Thanks a lot to Mansoor, Bala from 22Feet for trusting us on this and seeing the project through together.”