ITV

Category: Ad Campaigns

  • Rupeek unveils new TVC featuring Manoj Bajpayee and Priyamani

    Rupeek unveils new TVC featuring Manoj Bajpayee and Priyamani

    Mumbai: Fintech platform Rupeek has launched its first integrated brand campaign featuring “The Family Man” fame actors Manoj Bajpayee and Priyamani. Conceived by The Womb, the ad spot shows how the platform aims to solve the usual credit pain points with its hassle-free doorstep gold loan offering.

    The film depicts the actors walking into an establishment to apply for a gold loan where they run into several hurdles. Then they are introduced to Rupeek where they can schedule an appointment using the app, get their gold measured and avail credit- all at the convenience of their home.

    “With the majority of India’s population having no access to formal credit, there is a huge potential for asset-backed lending such as online gold loans,” said Rupeek SVP- marketing and digital Shalabh Atray. “I am happy and excited to have both Manoj and Priyamani on board for our campaign and convey Rupeek’s vision to the Indian households. We believe that it is the right time for the narrative of gold loans in India to evolve and align with aspirations of the evolving Indian.”

    “It is wonderful to see how young entrepreneurs and companies are addressing the issues that are deeply penetrated in our society,” said Manoj Bajpayee speaking on the brand association. “Through this film, we have tried to break the stigma associated with gold loans and convey a deeper message on the potential of gold loans to make people feel empowered during challenging times.”

    “Gold is the most celebrated asset in our country, yet people continue to undermine its potential, especially in tiding through financial exigencies. COVID-19 has been an eye-opener in many ways for the common man and with a trusted brand like Rupeek, I am certain people will start acknowledging the benefits of hassle-free and safe doorstep gold loans,” added Priyamani.

    Through its trusted relationship with lending partners, Rupeek claims to offer online gold loans to its customers with minimal documentation and low-interest rates.

  • upGrad celebrates unconventional teachers in new campaign

    upGrad celebrates unconventional teachers in new campaign

    Mumbai: EdTech player upGrad has launched three-film digital campaign to celebrate the role of different kinds of teachers in one’s life. Conceptualised by the brand’s in-house team, the films touch upon the basic realisation that beyond the college faculty and professors, upGrad’s career coaches, mentors, support teams, and even learners themselves play the role of a teacher, and it is their unending guidance that helps one forge the path to success.

    The videos have been directed by Pranjal Vaid and produced by Mantavya. Aligned with the message of ‘Life Long Learning’, the campaign takes an emotional approach to depict how peer-to-peer learning and students’ support are critical for learners to drive successful career transitions.

    Commenting on the campaign launch, upGrad CEO, Arjun Mohan said, “This is the brainchild of an internal discussion around people who are tasked with guiding and supporting our learners to understand their career aspirations. The team goes that extra mile for our learners to instill confidence and push them to drive positive transitions for themselves. We have also set up the courses in such a way that peer-to-peer discussion accounts for a significant percentage of the scores. This further fosters the habit of discussion and problem-solving. Therefore, at upGrad, we believe that the definition of a teacher is no longer limited to the industry experts teaching the concepts, but it also encompasses peers and student mentors who accompany the learners through their upskilling journey.”

  • Bikano positions itself as ‘bhujia specialist’ in new campaign

    Bikano positions itself as ‘bhujia specialist’ in new campaign

    Mumbai: Snacks and packaged foods brand Bikano has launched a new campaign ‘Hum Se Behtar Bhujia Ko Jaane Kaun’ to strengthen its position in the market as ‘bhujia specialist’. The brand had recently launched a new product variant – ‘Aloo Bhujia Lemon Chaska’ – to expand the portfolio and to differentiate its products in the bhujia category.

    The namkeen and snacks market in India is valued at about Rs 35,000 crore and over the recent past, it has been witnessing healthy growth. The increased sale of traditional snacks like bhujia, sev, and mixtures has significantly contributed to the industry’s expansion. Capitalising on the same, Bikano’s objective is to penetrate the market further by foraying into newer distribution channels and strengthening their existing channels of distribution, said the brand in a statement.

    “Leveraging this authenticity of original Bikaneri bhujia, we are aiming to expand the realm of our offerings by channeling energies towards entering newer sales and distribution channels,” said Bikano director, Manish Aggarwal. “We will also be maximising the potential of digital and other relevant promotional mediums to ensure seamless presence and capture market share. Bhujia is one of the products which have been part of Bikano’s culinary legacy since the beginning. The market share of the Bhujia & Sev category is 25 per cent of the traditional snacks market in India and we are expecting a considerable sales surge in this category,” he added.

    Aggarwal further said that the product also sees robust demand from several international markets such as the US, Canada, Europe, Gulf countries, Australia and New Zealand.

    “At Bikano, we imbibe the spirit of Bikaner that reflects the true taste of Indian culture. Crunchy, rich tangy flavours merged with spices make our Bikaneri and Aloo Bhujia a mouth-watering snack,” said Bikano, head of marketing, Dawinder Pal. “With the tagline –‘Humse Behtar Bhujia ko Jaane Kaun’, we want to establish Bikano’s authority in bhujia manufacturing and take the position as Bhujia specialists in the market.”

    “The campaign will be rolled out across channels including ATL and BTL. Aloo Bhujia and Bikaneri Bhujia are among the substantial contributors in the namkeen segment for us. Also, looking at the current situation, we as a brand are solely focused on value creation that will help us thrive in the market,” he added.

    Bikano said it has stocked Bikaneri bhujia and aloo bhujia across the company’s general and modern trade network. These products are available in a various range of packaging and price points.

  • Cashify ropes in Rajkummar Rao for its first marketing campaign

    Cashify ropes in Rajkummar Rao for its first marketing campaign

    Mumbai: Cashify has launched their first TVC with National Award winner Bollywood actor Rajkummar Rao as the brand ambassador.

    Conceptualised and executed by the in-house team & MotifGlobal, the 30-second creative uses humor, wit and clear messaging to draw awareness among the prospective and existing customers about the ease and convenience of selling old or used mobile phones using Cashify for instant cash and free home pick-up.

    The campaign comprises two films. The first film opens up with a conversation between two brothers, one being stuck in a real-life situation, struggling to recover the loan. That is when Cashify is stitched in the narrative as a solution highlighting various value propositions to the users including trust, convenience, maximum value, safe & hassle-free, free pickup, and instant payment.

    In the second ad, the protagonist is asking the audience if they are planning to buy a new phone and what they will do with their old phone. We all have that temptation of buying a new smartphone. And selling the old phone to help fund the new purchase is always a great option. But the question is how to get the best resale value for your phone? The protagonist explains step-by-step how Cashify simplifies the process of managing your devices by helping you with price discovery, cash in hand, and other such features in a streamlined and efficient manner.

    The company had roped in Rajkummar Rao earlier this month as its first brand ambassador to promote its products and services across offline and online mediums. The company will run this campaign across Television, OOH, Radio and Social media channels for the upcoming months making it a 360-degree campaign.

    “As the country went into lockdown, the need to have a smartphone with internet connectivity and the supportability of apps became a necessity. Be it keeping up with jobs or education, digital became the new normal. People couldn’t make do without a gadget in hand. And for those who couldn’t walk into a showroom and grab a new smartphone, refurbished devices came as a sigh of relief,” said Cashify, head-content strategy, Puneet Arora. “With this campaign, we are trying to reiterate how Cashify makes selling or buying phones hassle-free. Rajkumar as a brand ambassador is a strong face to our brand philosophy. We are looking forward to a multi-year engagement with him.”

  • Supertails marks International Dog Day with new campaign

    Supertails marks International Dog Day with new campaign

    Mumbai: Homegrown digital pet care startup Supertails has come up with a new campaign for International Dog Day celebrated on 26 August every year. The digital campaign celebrates the little joys of dog parenthood.

    Addressing people who think they may not be cut out for pet parenthood because of their perceived inability to communicate with them, Supertails used this opportunity to say that it takes only love to understand a pet. “Aaja”, “Vaa”, and “Come” all mean the same to a dog who’s being called with affection.

     

    Commenting on the campaign launch, Supertails’ co-founder, Varun Sadana said, “In the last two months, we have conducted over 2000 online vet consultations and interacted with over 5000 pet parents from across the country. This language diversity was one of the most beautiful insights we got from our interactions. The campaign highlights the diversified culture of India, and how pets bring it all together. Where else will you find a Golden Retriever who responds to Gujarati in one part of the country, and to Kannada in another!”

    The campaign video is dedicated to young pet parents whose mundane days are brightened up by the presence of dogs. The brand is also launching the first edition of ‘Superwag 21’ to mark the occasion.

  • ITC Dark Fantasy says ‘Din Khatam, Fantasy Shuru’ in new campaign

    ITC Dark Fantasy says ‘Din Khatam, Fantasy Shuru’ in new campaign

    Mumbai: Sunfeast Dark Fantasy, the premium center-filled cookie brand from ITC Ltd, has launched its new campaign called ‘Din Khatam, Fantasy Shuru’. Featuring the brand ambassador Alia Bhatt, the ad captures ‘the end of day feeling’ that one typically goes through.

    The bilingual TVC, shot with a blend of Hindi and English, has been released on the brand’s social media handles on Instagram and Facebook, YouTube. The TVC is also on AIR in four South Indian languages.

    With its popular jingle ‘Can’t Wait Won’t Wait’, Sunfeast Dark Fantasy in line with the evolving times has now put the spotlight on encouraging consumers to wrap up their day and bring alive their innocuous fantasies. Unwinding after a hard day’s work and biting into a small piece of indulgence has taken various manifestations in the ‘Din Khatam, Fantasy Shuru’ campaign.

    The campaign commenced with a cryptic tweet “______ Khatam, Fantasy Shuru”, which explored the audience’s creative flair and identified things they would like to end for their Fantasy to start. The activity revealed some interesting responses which went on to create a buzz on the platform. More than thirty brands and many consumers participated in this twitter conversation, which was trending at the third spot on the platform. The brand had also put up digital billboards in Delhi, Mumbai and Bangalore where some of these interesting tweets featured. The same activity also happened on the radio where RJs on popular channels engaged with consumers.

    Commenting on the campaign, ITC Ltd, chief operating officer- biscuits & cakes cluster, foods division, Ali Harris Shere said, “Every day ends on a different note for everyone. Some days end on a high note with a sense of achievement while some may end with lingering thoughts about a multitude of things. It is in moments like these that one seeks comfort for oneself and Dark Fantasy can be their partner, as they unwind for that day. A brand grows when it continues to be relevant in consumers’ lives and through this campaign, Dark Fantasy wants to help them find their little sweet spot for indulging in their little fantasies.”

  • adidas announces Mirabai Chanu as face of ‘Stay In Play’ campaign

    adidas announces Mirabai Chanu as face of ‘Stay In Play’ campaign

    Mumbai: Sportswear major adidas has announced Olympic medallist Mirabai Chanu as the face of its ‘Stay In Play’ campaign as it unveiled its latest product innovation designed to keep more menstruators in sport in a bid to tackle one of the greatest taboos faced by women in sports.   

    The brand’s new TechFit Period-Proof tights feature an absorbent layer to help protect against leaks when worn with a tampon or pad, giving women athletes the confidence to stay in play throughout their menstrual cycle, said adidas.

    The sports brand found that teenage girls are dropping out of sport at an alarming rate, with one of the key reasons being fear of period leakage. Using these insights, adidas set out to create a product that helps athletes stay in sport throughout their cycle by giving them an added layer of protection.

    Talking about the new campaign launch, adidas – India senior director, Sunil Gupta said, “It is our commitment to revolutionise our product offering and services to better support the needs of our diverse women community. Our ambition with this product is to keep women in sport by giving them the confidence to train during their period.”

    Excited about the launch campaign, Mirabai said, “I am thrilled to see the products which will help girls break barriers and be in action. The desire to stay in play no matter what the situation has always been my priority. Seeing these product innovations from adidas, I feel confident that we will help girls all over the world to stay in sport.”

    After over two years of development and rigorous testing carried out at each stage of the journey, the TechFit Period-Proof tights were developed using new adidas Flow Shield technology, with the aim to give athletes added confidence whilst training through their period. A wicking layer, absorbing layer and leakproof layer work together to provide protection, whilst a bonding frame holds each layer together and keeps the tights in place, the brand said in a statement.

    The collection is made available in India from 15 August on adidas website and select brand stores. 

  • Ram Bandhu ropes in Madhuri Dixit to endorse its pickle & papad range

    Ram Bandhu ropes in Madhuri Dixit to endorse its pickle & papad range

    Mumbai: FMCG company Empire Spices and Foods Ltd (ESFL) known for its flagship brand Ram Bandhu, has roped in Bollywood superstar Madhuri Dixit-Nene as brand ambassador to promote its pickle and papad product range across offline and online mediums.

    The latest campaign “Aapka Taste Partner”, conceptualised by Betel Leaf Communications, encapsulates the wide range of pickle & papad variants to win a coveted space in the target consumer’s mind in a very simple and effective manner. The association with the actor comes at a time when the company is on a mission to expand its business and is reaching out to new markets. The company offers a wide range of products used in daily household consumption by the masses like pickles, papads, spices, ketchup, sauces, pastes and chutneys.

    The campaign is supported by a 360-degree approach, leveraging TV, out-of-home, digital and social platforms.

    The partnership is expected to provide a revered face to the brand’s philosophy as the actor personifies the brand’s ethos of quality and innovation which have been the pillars of the brand’s success in the pursuit of culinary ecstasy over the years, the company said in a statement.  

    ESFL, chairman, Hemant Rathi shared, “Our presence is spreading across India and this endorsement will help our brand to connect better with the users in both urban and rural areas. We wanted our brand ambassador for our pickle and papad categories to be someone who represents our target consumer group aptly, and who better than Madhuri Dixit Nene who is a working mother in her personal life and a well-known Bollywood actress who is popular across India, and even across generations, and overseas as well with a robust image just like our brand.” 

    The campaign draws its inspiration from the fact that human beings are inherently social creatures and in general value relationships over other things in life. Hence the importance of one’s life partner in one’s life is substantial followed by the other different types of partners like one’s work partner, room partner, mischief/fun partner, business partner, travel/tripping partner, gossip partner etc. By communicating ‘Ram Bandhu’ as a partner it helps to personify the brand instead of projecting it merely as a beneficial wondrous product.  

    Speaking about the association Bollywood actress Madhuri Dixit-Nene shared, “Everyone has grown up eating pickles or achaar and it has strong memories attached to it, sometimes it’s the love of a grandmother, or warmth of a mothers touch. My association with the campaign “Aapka Taste Partner” reminded me of my childhood days when eating pickles and papads were an experience in itself! I am excited to be a part of a campaign by such a respected and loved brand like Ram Bandhu.”

    ESFL, managing director, Umesh Rathi shared, “There is a huge opportunity of growth in the pickle and papad market in India. Ram Bandhu is one of the leading brands in both the papad and pickle categories across India when it comes to household consumption. We have always been believers of adapting with changing tastes, trends and technology. Our motto is “dil jeeto har grahak ka” and our aim is to be present in every kitchen of India and become an inseparable part of the culinary setup of every household in India”

    “Our aim was not to sell the concept but to make the concept sell the brand,” explained Betel Leaf Communications creative head, Rishi Upadhyay.

    Oberoi IBC managing director and the Clcreative producer of the TVC campaign, Anand Oberoi added, “The ad is witty, looks classy and is well-made, and establishes the point that Ram Bandhu is not just a maker of food products but is personified as an evergreen partner in the target consumer’s life when it comes to matters of taste and good food.”

  • Gulf Oil lauds truck drivers in new Raksha Bandhan ad film

    Gulf Oil lauds truck drivers in new Raksha Bandhan ad film

    Mumbai: Gulf Oil India has launched a digital film as a part of its on-going Gulf  ‘Superfleet Suraksha Bandhan’ campaign to appreciate the truck drivers who have been behind the wheels to ensure an uninterrupted supply of essentials and medical supplies.

    This digital film themed around the festival of Raksha Bandhan, depicts how sometimes even loved ones need to change their outlook. The film shows how the emotional bond shared by a trucker brother and his sister comes alive when she realises the hard work he has been putting in all through the pandemic.

    Truck drivers have been engaged in delivering medical supplies including oxygen tanks, cylinders, and medical aid even during the most challenging times of this pandemic, sometimes compromising their own health. When this realisation dawns on her, the truck driver’s sister ensures his safety and well-being by getting him inoculated against Covid-19 at a vaccination camp organised by Gulf Oil.

    Gulf Oil India, under the SurakshaBandhan campaign, has successfully vaccinated more than 10,000 truck drivers across the country, said the brand in a media statement.

    “Throughout the pandemic, our trucking community has been on the roads, risking their lives, to address the demand, supply, facilitating the efficient movement of goods, essentials and medicines,” said Gulf Oil Lubricants India, MD and CEO, Ravi Chawla. “Gulf Oil recognises the challenging job undertaken by the community, involving long hours of functioning and limited family time, to support the economy and country. With this vaccination drive, we were able to educate, inoculate a part of the trucking community and ensure safeguarding them against the novel coronavirus. We would like to thank our trucker brothers for coming out in numbers and using this opportunity to get vaccinated.”

  • Ghadi tackles vaccine hesitancy in its latest ad film

    Ghadi tackles vaccine hesitancy in its latest ad film

    MUMBAI: India launched the world’s largest Covid-19 vaccination programme on 16 January 2021, to protect its eligible adult population. But misguided hesitancy and misinformation about vaccines continues to pose a substantial threat to the spread of the pandemic. Ghadi decided to do its bit, as a responsible national brand, to tackle these rumours and fake news through a hard-hitting film  that delivers the message simply and effectively.

    ‘Teeka Umeed Ka’ (A vaccine of hope ) is a clarion call from the detergent brand that proves vaccines not only offer a way out of the pandemic, but they are a ray of hope for all of us in these tough times. The challenge was to stay relevant and sound as true as possible because the aim was not just to spread awareness but to encourage people to overcome vaccine hesitancy and get inoculated, said the brand.

    The film was directed by Pradeep Sarkar, and scripted and executed by ADK-Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group.

    Speaking about the initiative, RSPL joint managing director, Rahul Gyanchandani said, “Ghadi being the leader brand in its category has always taken a lead in issues concerning social change. The pandemic is a challenge like no other for each one of us. And with this campaign, our attempt is to convince people that vaccination is the only way to a brighter future.”

    Elaborating on how the campaign has fared, ADK-Fortune Communications VP and ECD Nakul Sharma, commented, “The idea was to craft a hard-hitting and non-preachy message. We are overjoyed by the initial response and hope that this initiative by Ghadi detergent motivates people to go for their TeekaUmeedKa.”