ITV

Category: Ad Campaigns

  • Anchor Oral Care expands in Odisha, signs Archita Sahu as brand ambassador

    Anchor Oral Care expands in Odisha, signs Archita Sahu as brand ambassador

    MUMBAI: A campaign as refreshing as that first morning brush is what happens when a beloved brand and a cultural icon join forces. Anchor Oral Care is making big waves in Odisha by appointing renowned Odia actor Archita Sahu as its brand ambassador. This move signals Anchor’s deep commitment to the region, strengthening its market presence and reinforcing its position as a leader in oral care.

    Odisha has always been a priority for Anchor, and this latest step underscores its dedication to meeting the evolving oral care needs of Odia families. With Sahu—a household name known for her credibility, cultural connection, and widespread appeal—leading the charge, Anchor Oral Care is ready to win even more smiles across the state.

    To celebrate this milestone, Anchor Oral Care has rolled out two brand-new campaigns, ensuring a powerful brand message that resonates with Odia consumers.

    “Laal. Kamaal. Bemisaal.” – This campaign spotlights Anchor Red Toothpaste, a trusted herbal formulation with 10 Ayurvedic benefits and 6 core Ayurvedic ingredients. The TVC captures a fun yet relatable shopping moment, demonstrating why this toothpaste is the top choice for stronger teeth and healthier gums.

    “Naye Zamane Ki Nayi Suraksha” – Featuring Sahu, this campaign highlights the importance of complete oral care for the modern Odia family. It positions Anchor Oral Care as a scientifically advanced, ethically conscious brand, promising whiter, stronger, and healthier teeth with its 100% vegetarian formulations.

    Anchor Consumer Products director Karan Shah expressed his enthusiasm for this strategic move, “At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. Odisha is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Archita Sahu marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across Odisha. These initiatives will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of Odia consumers.”

    Adding to this, Anchor Consumer Products creative director Kunal Shah provided insights into the campaign’s vision, “With ‘Laal. Kamaal. Bemisaal.’ and ‘Naye Zamane Ki Nayi Suraksha,’ we aimed to create a fresh and culturally relevant narrative that resonates deeply with Odia consumers. Anchor Oral Care is more than just a product—it’s about building trust and reinforcing the importance of holistic oral health.”

    Sahu shared her excitement about this partnership, “I am thrilled to collaborate with Anchor Oral Care, a brand synonymous with trust, innovation, and holistic oral health. Good oral hygiene is essential for overall well-being, and I truly believe in Anchor’s dedication to providing effective and modern solutions for families. I look forward to being part of this meaningful journey.”

    Beyond the TVCs, Sahu will actively participate in digital campaigns, in-store promotions, and consumer engagement events, further deepening the brand’s reach across Odisha. Her real-life personality and strong cultural resonance make her the ideal ambassador to foster genuine connections with consumers.

    Odia consumers have long shown a strong preference for herbal and natural oral care products, making Anchor Red Toothpaste the perfect choice with its unique blend of six Ayurvedic ingredients. With an ever-growing demand for high-quality, trusted oral care solutions, Anchor Oral Care is poised to become a household name in the state, delivering effective and innovative solutions tailored to Odia families.

    Through this expansion, Anchor Oral Care is setting new benchmarks in oral hygiene, proving that a smile isn’t just about teeth—it’s about trust, tradition, and a touch of modern science.

  • Dr Agarwals Eye Hospital: Eyeing clever marketing with Sachin Tendulkar

    Dr Agarwals Eye Hospital: Eyeing clever marketing with Sachin Tendulkar

    MUMBAI: When you want to be heard, either do it subtly when there’s pin drop silence or yell out loud when others are also yelling to be heard over the cacophony of sound. Or you can take the middle path: be loud where it’s needed and subtle where it is not.

    Which is what Dr Agarwal’s Eye Hospital has done. Chief marketing officer Ayushman Chiranewala – of Titan Watches fame – has gone in for one big personality – the silky-smooth batsman Sachin Tendulkar and you can’t get louder than that while positioning in the consumer’s mind.

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    In one of the ads in a plane, Glenn McGrath features where he is seen arguing about a decision which had gone in his favour and against Sachin in one of their cricket encounters in Australia. Sachin tells Glenn he should get his eyes checked. Which Glenn refuses saying his eyes are perfect. In comes a lady co-passenger interrupting them and informing Glenn that the seat he was occupying was hers. Glenn responds by saying it’s 3D; the lady says it is 3B. That’s a cue for Sachin to take him to Dr Agarwal’s Eye Hospital for an eye check-up. And the message if you don’t get yourself checked in time,  you will repent  later!

    The second spot has Sachin’s doppelganger first fawning over him and then being venerated by a fan when the master-blaster is actually standing in the same lounge. The fan continues to be all over the duplicate even when Sachin clears his throat to alert him that he is the real thing.  When a bell boy informs Sachin that his car has arrived, it jolts the fan. Then comes the message: “When you develop cataract, your vision gradually deteriorates! Visit Dr Agarwals eye hospital!”

    Clearly, this is funny humor done seriously and it sticks in your mind. And for a serious affliction: eye vision loss and going for a hospital visit to possibly get it repaired or healed. The message is hammered home very, very loudly and clearly. Care for your eyes when you have the time, otherwise you will really have to take care of your eyes!

    “Agarwal’s hospitals number 200 in 10 countries with its doctors serving  two million patients annually and performing  200,000 surgeries,” says Chiranewalla. “This journey of bringing world-class eye care to everyone’s doorstep wouldn’t have been possible without your trust and support. Our commitment remains the same: making eye care accessible, affordable, and exceptional for every individual. Join us in celebrating this milestone as we continue to expand our vision of creating healthier communities!”

  • Vidunit & Duolingo’s ‘Vaati Coming’ smashes records with 150 million views

    Vidunit & Duolingo’s ‘Vaati Coming’ smashes records with 150 million views

    MUMBAI: When pop culture meets purpose, the internet takes notice. Vidunit just pulled off a marketing coup with Duolingo’s Tamil language launch campaign, “Vaati Coming”. In just four days, the campaign clocked 150 million views, skyrocketing app downloads and proving that hyper-localised content is the future of influencer marketing.

    Forget generic ads—Vidunit went all in. The campaign roped in 150 influencers across long- and short-format content, from daily vlogs and web series to fitness hacks, gaming marathons, cooking demos, and comedy sketches. The goal? Make learning Tamil as exciting as Pongal celebrations. And speaking of Pongal, the campaign was timed perfectly with the festival, injecting an authentic, festive vibe that made the message stick.

    Vidunit didn’t just pick creators at random. It used data-driven insights to onboard high-engagement influencers, ensuring content would go viral. The campaign’s success wasn’t just about numbers; it was about relevance. The strategy involved repurposing influencer videos into Instagram reels, Youtube stories, and community posts, giving the campaign an extended lifespan.

    The results? Over 20 creators hit one million views within 24 hours, proving that hyper-local, culturally rich storytelling resonates stronger than generic advertising.

    Duolingo India regional marketing director, Karandeep Singh Kapany praised the campaign’s ability to break barriers, “Duolingo has always believed in making language learning accessible and fun, and the Tamil launch campaign embodies that vision perfectly. Vidunit’s innovative approach ensured the campaign resonated with Tamil-speaking audiences and created an emotional connection through relatable and authentic content.”

    Vidunit founder & CEO Sourabh Kumar highlighted the power of pop culture in marketing, “At Vidunit, we take pride in our expertise in multi-language campaigns, and ‘Vaati Coming’ is a testament to our team’s dedication and precision. Our strong relationships with creators, deep understanding of Tamil content trends, and data-driven strategy helped us execute this massive campaign, boosting Duolingo’s reach while celebrating the essence of Tamil culture.”

    Vidunit and Duolingo just rewrote the rulebook on influencer marketing. If this campaign is any indication, the future of marketing is hyper-local, highly engaging, and irresistibly fun.

    Watch the campaign film here: 

  • GS Caltex India’s #GaadiKeDoctor returns, honouring mechanics as best friends

    GS Caltex India’s #GaadiKeDoctor returns, honouring mechanics as best friends

    MUMBAI: What’s the one relationship more reliable than a GPS signal in a tunnel? The bond between a car and its mechanic! As GS Caltex India celebrates 15 years in the country, it brings back its highly successful #GaadiKeDoctor campaign for a fourth edition, this time with an evolved message—mechanics aren’t just vehicle doctors, they are “Gaadi Ka Best Friend”.

    This year’s campaign shifts gears by portraying mechanics not just as problem-solvers but as trusted companions who keep vehicles running smoothly for years. Much like a best friend who always has your back, a mechanic ensures a car’s heart—the engine—beats strong, mile after mile.

    Coinciding with GS Caltex India’s Foundation Day on 2 February, the company continues its tradition of celebrating Mechanic’s Day, reinforcing its commitment to the community that keeps India moving. With a presence in both B2B and B2C markets, this campaign extends beyond appreciation—it highlights how mechanics serve as guardians of a vehicle’s long-term well-being.

    At the heart of the campaign is an emotionally charged yet humorous film that perfectly captures this transition. The story follows a car owner who feels disconnected from his beloved vehicle. Friends try to help, but the real hero—a mechanic—steps in, effortlessly restoring the car’s performance and the owner’s emotional connection.

    The message? Mechanics don’t just fix engines—they mend relationships between man and machine. And at the centre of this expertise? Kixx Engine Oil, the go-to choice for mechanics ensuring engines run at peak performance.

    GS Caltex India VP-marketing K Madhu Mohan shared his thoughts, “As we celebrate 15 years in India, this campaign reflects how the relationship between mechanics, vehicle owners, and their vehicles evolved. A mechanic is no longer just a ‘doctor’ fixing breakdowns—he is a best friend, ensuring a vehicle runs smoothly for years to come. This campaign is our tribute to the mechanics who make every journey safer and every vehicle stronger.”

    Adding to this, GS Caltex India senior marketing manager Rajeev Dusa noted, “When we first conceptualised ‘Gaadi Ke Doctor,’ our goal was to highlight how mechanics do more than just fix cars—they nurture the long-term relationship between a vehicle and its owner. This latest edition beautifully captures that message, reinforcing that mechanics are the true protectors of our journeys.”

    The #GaadiKeDoctor campaign will be launched across digital platforms, social media, and mechanic networks in regional languages, ensuring the message reaches mechanics and vehicle owners across India. Through storytelling, testimonials, and interactive content, GS Caltex continues to deepen its engagement with the mechanic community, reinforcing its brand commitment to trust, expertise, and superior vehicle care.

    Want to see how a mechanic becomes a vehicle’s best friend? Watch the campaign film here: 

  • Danube Properties hosts roadshow in Pune to built ties with Indian investors

    Danube Properties hosts roadshow in Pune to built ties with Indian investors

    Mumbai: Danube Properties, recently hosted an exclusive roadshow in Pune, Maharashtra, aimed at fostering stronger connections with Indian investors and expatriates. The event showcased the developer’s premium property portfolio in the UAE, underscoring its commitment to expanding its footprint in the Indian market.

    At the roadshow, Danube unveiled its latest campaign, “Danube Hai Na!!”, which highlights over 40 exclusive amenities across its projects. The campaign focuses on intelligently designed living spaces, with standout features like 24/7 Doctor-On-Call services, reinforcing the company’s dedication to convenience and holistic living. The slogan, “Whatever convenience you think of, it’s there in Danube’s projects,” reflects the developer’s aim to blend luxury with practical, resident-focused solutions.

    Danube Group, founder and chairman, Rizwan Sajan said, “India remains a key focus area for us, and the roadshow is designed to bring Dubai’s world-class real estate closer to Indian investors and expatriates,” he stated, further promoting Danube’s affordable yet luxurious offerings in Dubai’s thriving property market.

    The event also served as a platform to recognise Danube’s Channel Partners in India, offering attractive incentives for their sales achievements. It highlighted the growing interest among Indian investors in Dubai’s real estate, particularly in Danube’s projects, which are renowned for their strong launch-to-delivery ratio.

    With the UAE’s Golden Visa programme opening doors to long-term residency and property ownership, the event emphasised the potential of Dubai’s real estate as a lucrative investment opportunity. Danube’s properties offer an impressive return on investment of 6-10%, along with flexible payment plans, making them particularly appealing to Indian investors.

    Pune was strategically chosen for the roadshow due to its dynamic business environment, flourishing IT sector, and active investor community. The event forms part of Danube’s ongoing efforts to expand its presence in India and connect with investors seeking high-quality, affordable homes in Dubai.

  • Sony Sports Network-Akon drop the beat on “Iss Baar Drugs Ki Haar”

    Sony Sports Network-Akon drop the beat on “Iss Baar Drugs Ki Haar”

    MUMBAI:  Drugs might give you a fleeting high, but can they match the adrenaline rush of a game-winning goal or a last-second slam dunk?

    Sony Sports Network is stepping back into the ring with a knockout move—this time, they’ve got global music icon Akon in their corner! The five-time Grammy nominee is bringing the beats to the battle, lending his track Akon’s Beautiful Day (Konvict Kulture / 9122 Records) to the third phase of “Iss Baar Drugs Ki Haar”. The game plan? Crystal clear: Ditch the drugs, pick up a ball, and play for the win—because real champions choose sports, not shortcuts!

    The “Iss Baar Drugs Ki Haar” campaign has already struck a chord with millions, and now, Akon’s anthemic song adds a fresh wave of energy to the movement. The latest campaign film, featuring a dynamic montage of Indian sports icons, reinforces how sports provide a healthier, more fulfilling path for young minds. Inspired by the uplifting beats of Akon’s track, the campaign aims to guide the youth away from drugs and towards a life of passion and purpose.

    Sony Pictures Networks India CRO – distribution & international business and head – sports business, Rajesh Kaul shared his enthusiasm for the campaign, “‘Iss Baar Drugs Ki Haar’ is more than just a campaign; it’s a mission. Having a powerhouse like Akon join us amplifies our message tenfold. ‘Akon’s Beautiful Day’ perfectly encapsulates the spirit of choosing sports over harmful distractions.”

    Akon, known for hits that have transcended generations, expressed his excitement about the collaboration, “Music has the power to change lives, and I am grateful that my song can contribute to such an important cause. The world needs love and positivity, and if Akon’s Beautiful Day can inspire even one person to make the right choice, it’s a blessing.”

    The song’s inspiring message and powerful beats seamlessly align with the campaign’s mission. Akon’s Beautiful Day serves as the perfect backdrop to the stories of athletes who have harnessed the power of sports to transform their lives. This collaboration underscores the belief that sports are not just a game; they are a way of life, fostering discipline, perseverance, and resilience.

    Sony Sports Network has amplified the campaign across its platforms, reaching over 16 million+ social media followers. The movement continues to spread far and wide, with previous films from the campaign racking up impressive engagement numbers.

  • David Beckham steals the spotlight in Boss One’s latest campaign

    David Beckham steals the spotlight in Boss One’s latest campaign

    MUMBAI: David Beckham is back in the spotlight, redefining style and confidence as the face of the latest Boss One Bodywear campaign. Shot by the legendary duo Mert and Marcus, the campaign brings together timeless elegance and modern masculinity, marking an exciting new chapter in Beckham’s long-standing partnership with Boss.

    “The launch of Boss One Bodywear is a milestone in our collaboration with David Beckham and a testament to our shared commitment to style and excellence,” said Hugo Boss ceo Daniel Grieder.

    The collection features premium men’s underwear essentials, including trunks, briefs, tank tops, and t-shirts in classic black and white. Designed for ultimate comfort, each piece is crafted from a blend of cotton and elastane for a sleek, figure-hugging fit.

    The campaign, developed by Team Laird, showcases Beckham in a cinematic sequence, arriving at a New York warehouse apartment in a vintage sports car to the iconic track In the Air Tonight. The visuals capture an element of boldness and surprise as he unveils the black Boss One Bodywear trunk.

    “I thought my bodywear modelling days were over, but when Boss shared their vision and brought in Mert and Marcus, I couldn’t say no,” said Beckham. “The collection is beautifully made, and I’m proud to support this campaign as part of our partnership.”

  • Catch Spices seasons screens with star-studded, flavourful campaign

    Catch Spices seasons screens with star-studded, flavourful campaign

    MUMBAI: Catch Spices is turning up the heat on Indian kitchens, both on-screen and off! The DS Group’s flagship spice brand has launched two vibrant television commercials featuring Indian cinema superstars Akshay Kumar and Rajpal Yadav, reinforcing its tagline “Kyunki Khana Sirf Khana Nahi Hota” (Food is more than just food).

    Conceptualised by Dentsu International and directed by Hemant Bhandari, the ads highlight the transformative power of Catch Turmeric and Catch Garam Masala. One TVC sees a lighthearted mix-up leading to an unexpected yet heartwarming lunch, while the other cleverly plays on the word ‘thanda’ to showcase how Catch Garam Masala elevates bland meals into flavourful feasts.

    DS Group business head for spices division, Sandeep Ghosh expressed enthusiasm about the campaign stating, “These TVCs capture the essence of Catch Spices—enhancing everyday meals while creating memorable moments.”

    Kumar renewing his association with the brand said, “For Indians, food is an expression of love and celebration, and Catch truly understands this connection.”

    The TVCs will be aired across major TV channels, digital platforms, and integrated into hit shows like Laughter Chef and MasterChef. With Catch Spices recently crossing the Rs 1,000 crore feat and clocking an impressive 24 per cent annual growth, the brand continues to expand its reach across millions of Indian households, blending tradition with innovation.

  • Sunfeast introduces ‘Wowzers’—A cracker with 14 layers of crunch & flavour!

    Sunfeast introduces ‘Wowzers’—A cracker with 14 layers of crunch & flavour!

    MUMBAI: Who knew a cracker could have a personality? Sunfeast just raised the snack-time stakes with the launch of ‘Wowzers’, a cracker that doesn’t just crunch—it crunches.

    With a whopping 14 crispy layers and two indulgent crème flavours, this game-changing treat is here to shake up the biscuit aisle. Forget ordinary crackers—these flaky, flavour-packed bites bring a bold, multi-textural experience, blurring the line between savoury and sweet.

    Consumer preferences are evolving, and crunchiness has become the holy grail of crackers. Sunfeast Wowzers delivers exactly that, with a unique enrobed cracker design that promises a melt-in-your-mouth yet satisfyingly crisp bite. Launching in two indulgent variants—Cheese Crème and Lemon Crème—Wowzers pairs bold flavour with a sprinkle of sugar for that extra oomph. Whether you’re a homemaker curating indulgent treats or a young adult looking for an on-the-go snack, this cracker doesn’t just deliver—it wows.

    To celebrate the launch, Sunfeast rolled out a high-energy advertising campaign, conceptualised by Ogilvy, featuring the tagline ‘Iske Har Bite Mein Hai Wow!’. The campaign taps into the over-the-top excitement that ‘Wowzers’ brings to snacking, mirroring its larger-than-life crunch factor.

    “Sunfeast Wowzers isn’t just a snack; it’s a full-blown sensory experience,” said ITC Ltd COO biscuits & cakes cluster, Ali Harris Shere. “We are redefining the cracker category by blending premium crunch with bold, delightful flavours that cater to evolving consumer tastes.”

    Ogilvy South CCO Puneet Kapoor added, “This cracker practically wrote its own script. With 14 flaky layers and a cheesy burst of flavour, Wowzers isn’t about subtlety—it’s about indulgence. Our campaign had to match that energy, so we went all out to showcase the snack’s larger-than-life appeal.”

    Sunfeast Wowzers has hit shelves in Tamil Nadu, Kerala, Maharashtra, Andhra Pradesh, Telangana, West Bengal, and Gujarat, with plans for a nationwide rollout. Consumers can find ‘Wowzers’ in general trade, modern retail, quick-delivery platforms, and the ITC Store.

    Available in two convenient sizes, a 16 gm pack at Rs 5 and a 128 gm pack at Rs 60, these crispy delights are easy on the pocket but rich in flavour.

    Craving a bite already? Order now: ITC Store

  • Ad wars 2024: Who ruled TV screens and who got washed away?

    Ad wars 2024: Who ruled TV screens and who got washed away?

    MUMBAI: Television advertising in 2024 wasn’t just background noise—it was prime-time gold, stealing the spotlight from even the most dramatic soap operas. According to TAM AdEx – 2024 Television Advertising Recap, TV ad volumes surged 14 per cent compared to 2020, proving that the battle for consumer eyeballs is still raging.

    Globally, television ad spending is expected to touch $177 billion, with India alone seeing a nine per cent rise in TV ad expenditures compared to 2023. The second quarter alone saw a six per cent growth over the first, while the fourth quarter took a six per cent dip—probably because people were too busy binge-watching holiday specials to pay attention to ads.

    But who poured in the most cash? Which industries turned up the volume? And which brands refused to be skipped? Buckle up—this one’s a wild ride through the world of TV ads.

    Who was buying all that airtime?

    If you turned on your TV in 2024, you were likely bombarded with ads from the food & beverages sector, which took a massive 21 per cent share of ad volumes, proving that snack cravings and screen time go hand in hand. Not far behind, personal care/personal hygiene lathered up with 16 per cent. The household products sector scrubbed in at 9 per cent, because apparently, nothing pairs better with your TV drama than a cleaner floor.

    But who ruled the ad wars? Hindustan Unilever dominated with 16 per cent of all ad volumes, closely followed by Reckitt Benckiser (India), which boasted five out of the top ten most advertised brands. If you feel like every other commercial was selling you a soap or detergent, you weren’t wrong.

    If you thought soap operas were dramatic, the real drama happened in the soap advertising department. Toilet Soaps dominated the charts yet again, refusing to be flushed away. Laundry detergents, toothpastes, and floor cleaners scrubbed into the top 10, proving that cleanliness is next to advertising greatness.

    Quarterly showdowns

    2024 was a tale of peaks and dips. The second quarter flexed its muscles, rising by six per cent over Q1, only for Q4 to slump by six per cent compared to Q3. Maybe by year’s end, consumers had perfected the art of muting commercials.

    Despite the dips, 92 per cent of all TV ad volumes came from just five channel genres—dominated, unsurprisingly, by general entertainment channels (GECs) and news. If nothing else, advertisers know exactly where the eyeballs are.

    Which brands stole the spotlight? The award for most persistent ad on TV goes to Harpic Power Plus 10x Advanced, which climbed over 60 spots to claim the top brand of the year. It was followed closely by Dettol Toilet Soaps, Dettol Antiseptic Liquid, and Jiocinema App. Because what’s better than watching ads? Watching ads about an app that shows more ads!

    Surprisingly, digital brands also made a larger impact, with e-commerce and fintech stepping up their ad spends. The TV ad game isn’t just about FMCG anymore; the tech world wants a piece of your screen time too.

    Co-branding went bonkers. Indian cinema blockbusters and brands continued their love affair in 2024, with Pushpa 2 leading the charge, accounting for 21 per cent of co-branded ads. The film with the most brands fighting for screen time? Fighter, which partnered with a record 13 brands—making sure even if the movie didn’t knock out box-office records, it definitely conquered ad slots.

    Who surprised us?

    While the usual suspects stayed strong, some underdogs made surprising leaps. Paints saw a 51 per cent increase in ad secondages, because who doesn’t love a fresh coat of paint before their favourite reality show? Travel and tourism ads doubled, surging by 100 per cent, as people started daydreaming about vacations rather than just watching them on TV. But the real showstopper? Beauty accessories/products grew a jaw-dropping 303 times, proving that looking good isn’t just for movie stars anymore.

    And the exclusive advertisers? Over 4,010+ new advertisers joined the television ad game in 2024. Leading the pack was Velnik India, proving that fresh faces aren’t just for reality TV anymore. From fintech to online shopping platforms, new players saw TV as the ultimate stage to make their mark.

    If you thought TV ads were taking a back seat, think again—because brands are still duking it out for your attention like it’s prime-time gladiator combat. As long as there are eyeballs to mesmerise and remotes to misplace, ad makers will be there, squeezing their pitches between your favourite shows. Industry experts predict that 2025 will bring even smarter AI-driven ad placements, hyper-personalised content, and interactive ads that might just talk back if you ignore them.

    So, buckle up for more soaps (literally and figuratively), more snacks (because snack ads are never going away), and an avalanche of co-branded spectacles. If 2024 was a preview, 2025 is shaping up to be the full-length feature film of advertising dominance.