ITV

Category: Ad Campaigns

  • GUEST COLUMN: Are you ready to find new revenues with addressable advertising?

    GUEST COLUMN: Are you ready to find new revenues with addressable advertising?

    Mumbai: A new golden age of TV advertising is emerging thanks to technology breakthroughs in addressable advertising. In the same way that the internet opened up advertising to small businesses, now the days of ‘spray and pray’ are over. Anyone wanting to reach a specific audience through TV and video services can do so.

    Video service providers stand to gain with a new revenue stream now that advertisers can reach their target audience with absolute precision. Solutions such as Synamedia Iris can be used to create advertising propositions that reach specific TV audience segments of any size and makeup across all services, devices and screens.

    TV and OTT providers have a brand and audience reach that online alternatives can only dream of. Combining that reach with the data richness of online advertising means not just keeping pace with online advertising but offering something better.

    Opening the door to new advertisers

    The opportunity for addressable advertising is huge. Synamedia collaborated with Sky, the leading pay-TV platform in the UK, on the development of the pioneering AdSmart platform eight years ago. The results after deploying AdSmart were impressive. Sky found that addressable advertising can boost ad engagement by 35 per cent and cut channel switching in half. Other benefits at Sky included an influx of 70 per cent new advertisers who’d previously not advertised on TV or Sky; a Ford dealership that saw a 100 per cent rise in sales following a single campaign; and Audi found its addressable audiences twice as likely to buy as generic viewers.

    This matters because video service providers are under pressure from shareholders to create new revenues, and reverse the flow of advertising to Google, Facebook and other online giants.

    Another benefit is increased revenue from reduced waste. Up to now, ad space is booked upfront and any inventory that hasn’t been sold ahead of time is considered waste. But with addressable advertising, every slot can be filled on demand using a real time digital trading model. While this requires a change of cultural mindset across the advertising ecosystem, it presents new opportunities.

    New industry collaborations

    While a number of video service providers are already experimenting with addressable advertising, including Synamedia Iris, maximising this opportunity requires a new model of collaboration in the industry. Broadcasters and pay-TV operators need to develop a solid, symbiotic business case that makes operators willing to share their audience data and broadcasters willing to share ad revenues.

    Operators hold the balance of power with their reams of data about audiences and viewer behaviour – the key to addressability. And there is an incentive to trade data with broadcasters for a share of pay-TV addressable advertising revenues.

    Data and ad revenue sharing is already underway on VOD platforms, and now this needs to be extended to linear TV and hybrid services. The good news is that the tide has already started to turn as pay-TV operators and broadcasters rethink how this revenue-sharing will ensure their long-term viability.

    Once the technology is in place, the easiest way for operators to get started is to work with those broadcasters who have both linear TV and OTT services because they are best placed to start selling addressable advertising slots alongside their traditional TV advertising space. By collaborating, operators and broadcasters can aggregate their advertising inventories and increase the size of addressable audiences, thereby creating a compelling proposition for big brands.

    The benefit for operators and broadcasters is that these advertising slots with larger addressable audiences will command higher CPMs (Cost Per 1000 impressions).

    Moving from quantity to quality

    All the addressability in the world won’t translate into revenues unless it’s possible to provide accurate measurements that allow advertisers to validate ad impressions and improve future marketing campaigns. To achieve this and compete against big tech’s muscle in online advertising and analytics, real-time campaign measurement is key.

    Addressable advertising’s model depends on audience quality rather than the audience volumes that are associated with traditional channel-based TV advertising. To measure and analyse in this new way, operators can use new analytics technologies to demonstrate the value of slots and audience engagement and determine a campaign’s impact and ROI.

    For example, if viewers are fast-forwarding or channel-hopping during ads, this indicates a need to further refine viewer profiles or optimise the placement of ad breaks. After all, a few well-timed ad breaks are infinitely better than several ill-thought-out ones.

    Unify

    One requirement is a unified approach to campaign management, with a single interface to manage multiple campaigns across multiple devices and platforms. Such tools also have the openness and flexibility to support third party services, evolving business models and ecosystems.

    Having a unified, insight-driven solution that helps manage inventory, assets, planning, and segments, will ultimately enable video service providers to deliver a better, less disruptive experience for their audience. And advertisers will be able to run more efficient, successful campaigns. An end-to-end solution, Synamedia Iris removes the friction points that characterise traditional piecemeal addressable advertising products. A single platform, Iris supports unified campaign management, delivery, and measurement to multiple screens across apps and live, linear and catch- up services.

    Now, big brands and new advertisers alike can reach their target audiences cost effectively without wasting impressions; advertising revenues are increased consistently across all services, devices and screens; and consumers can enjoy a more relevant viewing experience. Welcome to the world of addressable advertising.

    (Deepak Bhatia is director, sales & general manager for Synamedia India. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Tanishq breaks ground with its latest Raksha Bandhan ad film

    Tanishq breaks ground with its latest Raksha Bandhan ad film

    MUMBAI: Tanishq has been known for taking the path less travelled by when it comes to its creatives. This Raksha Bandhan, the brand has yet again attempted something a tad different.

    With an innovative product in store – a special Lumba rakhi that doubles up as a pendant, Tanishq celebrates the friendship between sisters-in-law.

    The jewellery brand has launched its new digital film which showcases a lesser-known ritual of ‘Lumba rakhi’ –  a tradition where the sister ties the Lumba Rakhi to her sister-in-law as well. The film portrays how the relationship between the sisters-in-law has evolved over time from just being sisters-in-law to being #SistersByChoice.

    “At Dentsu Webchutney, we saw this as an opportunity to write the story of progressive womanhood for Tanishq, with a healthy representation of female relationships,” said Dentsu Webchutney creative director Binaifer Dulani, and planning director Shambhavi Ramanathan.

    Elaborating on the idea behind the ad film, the duo said, “We spoke to bhabhi-nanad duos of today, all of whom acknowledged the baggage around this dynamic, but also spoke about how they built their own unique bonds as friends first. We spotted the hidden insight – some relationships aren’t bound by ‘relations’, they are bound by friendship. Like that of sisters and sisters-in-law. We wanted to reframe Raksha Bandhan from being cast as a relationship to a novel friendship that nobody ever thought about with Lumba Rakhi! Through the film, we tried to build a progressive arc of the intimacy between this duo – which reaches its ultimate moment when the nanad ties her bhabhi the Lumba rakhi.”

    Down the years the jewellery brand from Titan has carved a niche space in the hearts of people for its refreshing narratives. Once in a while it may have encountered roadblocks for courting ‘controversy’- given the blinkered times we live in- but most of the time it has won much love from all quarters for the progressive depictions of women in its commercials.   

    The heart-warming digital film directed by Ronak Chugh, evocatively portrays how the relationship between the sister and sister-in-law strengthens and becomes even more endearing over time. This narrative captures the playful and rather easy-going relationship between the duo, despite all the unsolicited advice received from relatives and society on how best to ‘tackle’ the relationship to avoid the associated ‘pitfalls’.

    The film captures the warm camaraderie between the two women and the changing dynamics of their relationship from when the sister-in-law becomes a part of their family and how it coheres into a sweet, nurturing and protective bond, even that of partners-in-crime, akin to that between two sisters. With a refreshingly different take on relationships and the festival, the film adds a new dimension to the Raksha Bandhan conversation by throwing spotlight on progressive womanhood and challenging the baggage around the dynamic shared by sisters-in-law. Thus, the #SistersByChoice creative, upholds the underlying theme of women uplifting other women, portraying an innovative and more nuanced narrative.

    Speaking about the campaign, Tanishq, Titan Company Ltd, GM – Marketing Ranjani Krishnaswamy, said, “Raksha Bandhan has always been a beautiful occasion to celebrate diverse relationships, their special bonds and reinforce the promise of taking care of someone – and that needn’t be just a brother-sister equation. #SistersByChoice is our humble attempt to showcase and celebrate the unique tradition of Lumba Rakhi capturing a loving banter between a sister and her sister-in-law that spreads happiness and positivity. With our latest campaign, we hope to celebrate the underlying promise & emotion around Raksha Bandhan which is all about love & care.”

  • Crompton says ‘Savings Karo, Without Compromise’ in its latest TVC

    Crompton says ‘Savings Karo, Without Compromise’ in its latest TVC

    Mumbai: Crompton Greaves Consumer Electricals Ltd (CGCEL), one of the leading legacy brands in India’s fans market has unveiled its latest multimedia campaign for its new energy-efficient range – Energion ceiling fans. Titled ‘Savings Karo Without Compromise’ in a striking and quirky film, the campaign draws attention to Crompton’s progressive approach to sustainability and energy efficiency.

    The 360-degree campaign will be launched on television and will further be amplified through various other mediums.

    Conceptualised by BBDO, the newly launched TVC demonstrates a candid conversation that moves into a playful banter between a young couple. Showcasing a fun, candid and interaction between the duo, the film gives a humorous take to the important and relevant message of boosting one’s electricity savings, without compromising on speed and comfort. Equipped with an Activ-BLDC motor that delivers full speed savings from electricity costs, Crompton’s new energy-efficient fan range ensures absolutely no compromise on air comfort.

    CGCEL’s CMO Pragya Bijalwan said, “Our endeavour is to offer innovative sustainable solutions to our consumers. We’re constantly looking for opportunities to innovate and offer energy-efficient appliances, thereby reducing our consumer’s energy consumption.”

    “We understand that the fan is one of the most fundamental necessities at home and while people compromise on performance for energy efficiency, we aim to tackle this thought by highlighting the superior breeze, airflow and premium technology that goes behind making our energy-efficient ceiling fans. We believe in consumer satisfaction without compromising on their experience. With this film, we hope to communicate Crompton’s meaningful innovations that can solve the much-needed yet unspoken problems in our daily lives in the most engaging and informative way,” she added.

    Speaking about the thought behind the ad, BBDO India (Mumbai) CCO, Hemant Shringy said, “Crompton’s brand proposition of ‘Let’s Hangout Ghar Pe’ has continually resonated well with the younger target audience. Taking the playful banter forward, the current film shows the wife trumping the husband once again. She challenges his scepticism when it comes to getting the best of both worlds – powerful breeze and energy saving in the same fan.”

  • MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    Mumbai: Incense sticks manufacturing brand Zed Black has launched its new campaign with brand ambassador M S Dhoni, where he is seen engaging with his audience and reminiscing his demeanor and motivating approach towards youth of the country.

    The campaign is part of the brand’s upcoming lineup of star-studded brand commercials which are aimed at targeting consumers across the nation and giving Zed Black the opportunity to engage the youth for the cause of Prarthna Hogi Sweekar. Along with the existing celebrity ambassador, Hrithik Roshan for Manthan Dhoop, Zed Black will continue to emphasise its hold on the Indian agarbatti sphere, it said in a media statement.

    Conceptualized by Oberoi IBC, the integrated campaign for Zed Black 3-in-1 Agarbatti aims to get India praying to the mantra #prarthnahogisweekar. “Dhoni announced his retirement from international cricket on 15 August last year and since then his popularity around the world has not diminished. The boy from Ranchi, who made his ODI debut in 2004, who changed the face of Indian cricket with his calm demeanor, sharp understanding of the game, and astute leadership qualities is still reigning the hearts of cricket fans as the pictures in the retro jersey are spreading like wildfire,” said the company.

    MDPH director and partner Ankit Agrawal said, “Zed Black Agarbatti stands as a reflection of its ‘go getter’ spirit, devotion, resilience, belief and prayers. MS Dhoni, who is a staunch believer of tranquil state of mind that helps in focused efforts and better results, complements well with our brand value. Zed Black 3-in-1, which is a market-leader, creates an atmosphere of purity, hope & positivity that helps maintain a balance. Zed Black is elated to give MS Dhoni’s fans a moment to cherish by unveiling the TVC with the retro jersey look exactly after one year since he announced his retirement from International cricket on 15th August.”

    Choreographer-filmmaker Farah Khan has directed Indian cricketer M S Dhoni for this commercial. Dhoni also got a new ‘faux-hawk’ cut from celebrity hair stylist Aalim Hakim which became a topic of discussion on social media. Ace photographer Daboo Ratnani captured all of Dhoni’s looks for the TVC campaign.

    “It’s Zed Black’s journey of hope, success, prayers and innovation that drew me to the brand. To be the face of a brand that sends out a beautiful message like Prarthna Hogi Sweekar, giving people hope and strengthening their beliefs is what resonated with me. Their new campaign is inspiring and motivating,” said M.S Dhoni.

    “Zed Black, has gone beyond just the advertising jingle, with the latest extension of its flagship ‘Prarthna Hogi Sweekar’ campaign being commissioned into mini-shorts indicating the thought that prayers will be answered. The new campaign with M S Dhoni has a moral underpinning that reflects the importance of family praying together, workplace worship, community prayers, the simple love of imparting the habit of praying amongst kids and love for the country”, shared Anshul Agrawal, Director & Partner, MDPH.

    Speaking on the TV Campaign & roping in M S Dhoni, Ad film director & MD, Oberoi IBC India Anand Oberoi said, “I am hopeful that this association will ensure higher brand recall, and eventually create a larger following amongst the masses for Prarthna Hogi Sweekar”.

  • Myntra’s latest campaign features leading fashion icons

    Myntra’s latest campaign features leading fashion icons

    Mumbai: Fashion e-commerce platform Myntra has launched its latest brand campaign featuring leading fashion icons and the company’s new brand ambassadors Hrithik Roshan, Vijay Deverakonda, and Dulquer Salmaan. Existing celebrity ambassadors Kiara Advani and Samantha Akkineni are also part of the campaign.

    “With the combined star power of the most sought-after celebrities from different regions, who are loved and admired for their acting prowess and fashion quotient, Myntra is set to unleash its biggest-ever line-up of star-studded brand commercials. These are aimed at targeting consumers across the nation and giving Myntra the opportunity to engage with the fans of these celebrities,” read Myntra’s official statement.  

    Speaking on the appointment of the new brand ambassadors and the launch of the brand campaign, Myntra CMO, Harish Narayanan, said, “We are elated to welcome all the superstars to the Myntra family. These top fashion icons who are also acclaimed fashion connoisseurs will be a part of Myntra’s biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.”

  • Cinthol says ‘Wake Up Alive’ in its latest TV campaign

    Cinthol says ‘Wake Up Alive’ in its latest TV campaign

    Mumbai: Godrej Consumer Products Ltd’s (GCPL) soap brand Cinthol has unveiled a new TV campaign ‘Wake Up Alive’ urging people to start every morning with the blast of its Cinthol Lime and Cinthol Cool Soap’s freshness.

    The TVC, conceptualised by Creativeland Asia, takes viewers on a visual treat capturing varied landscapes. After the ‘Alive is Awesome’ campaign last year, Cinthol once again aims to uplift the spirits of consumers who are homebound due to the pandemic, the brand said in a statement.

    “Cinthol stands for freshness and promises to deliver the most refreshing bathing experience. With this new film, we want to highlight how a shower with Cinthol Lime or Cinthol Cool is all you need to make your day fresher,” said GCPL, CEO – India & SAARC, Sunil Kataria. “The blast of lemony freshness and icy cool menthol will make you feel fresher than ever, and with 99.9 per cent germ protection, you won’t just stay fresh but also protected.”       

    Creativeland Asia, chief creative officer, Anu Joseph, added, “True to Cinthol’s philosophy of bringing alive every moment, this film captures how a lazy morning on a mountaintop quickly transforms into a ride of a lifetime for a bunch of friends. The bathtub becomes a boat, and a regular bath transforms into an alive bathing experience involving streams, snow, and a frozen lake. That’s the experience Cinthol Lime and Cool variants promise every single time – To wake up alive.”

  • HDFC Life’s new campaign urges smart financial planning

    HDFC Life’s new campaign urges smart financial planning

    Mumbai: In its endeavour to create greater awareness about life insurance amongst consumers, HDFC Life has unveiled a new campaign, #KaroPooriTaiyaari. Through this video series, the life insurance brand Intends to encourage Indians to plan and secure their life’s goals via responsible financial planning.

    The short film features television actors Manish Raisinghan and Mansi Parekh as an urban couple with two kids, who take us through the travails of a young family looking to save income for their various life goals and aspirations. 

    #KaroPooriTaiyaari campaign communicates to the audience that life can take an uncertain turn at any point, and the best way to take care of one’s responsibilities even in such times is through timely and strategic financial planning. It aims at encouraging the audience to take charge of their responsibilities, or ‘zimmedaari’- be it their family’s future security or their dreams and aspirations – and plan for life’s important milestones well in time.

    Commenting on his vision for this campaign, HDFC Life head – marketing, digital business & e-commerce, Vishal Subharwal said, “This campaign is our attempt at communicating the importance of timely financial planning to our audience and offering them the choice of options that can enable them to fulfill their responsibilities, while never having to compromise on the joys of life. #KaroPooriTaiyaari does just that, in a light-hearted manner that is relatable to the audience.”

    The conceptualisation of the campaign was undertaken by Logicserve Digital. Speaking about the conception and curation of the campaign, senior vice president – creative & social media Manesh Swamy said, “Financial planning for responsibilities is an important aspect of life. The task at hand was to communicate that to the audience in a simple and relatable way. With these series of films, we aim to convey that proper financial planning, and a positive attitude can enable individuals to deal with life’s uncertainties.” 

    Further amplified through strategised activities on social and other digital media, the campaign #KaroPooriTaiyaari aims at encouraging the audience to own up to their ‘zimmedaari’, when it comes to the most important things in life.

  • Rapido highlights commuters’ plight through latest campaign #NoStressSawari

    Rapido highlights commuters’ plight through latest campaign #NoStressSawari

    New Delhi: Bike taxi platform, Rapido on Wednesday announced the launch of its new digital marketing campaign #NoStressSawari highlighting the struggles commuters face while traveling to work daily in a train, bus, or shared auto.

    The campaign consists of three short films, each 20-second-long which show protagonists preparing for their daily commute struggle. One of them is seen practicing the bus-aasan yoga, while the other two are shown playing musical chairs to increase their agility when the time comes to grab that seat on the metro/local train or a shared auto. It is an analogy-driven concept to show the perils of everyday commute using a humorous tone, to show people that there is an alternative convenient mode of transportation available – Rapido.

    The campaign urges people to re-think their choice of commute and the need to adjust in public transport when they have an alternative. The films show the compromises and the many adjustments one makes while traveling, when they could have easily driven home using the more convenient solution – Rapido Bike Taxi.  

    Rapido, head of marketing, Amit Verma said, “The idea of adjusting for everything has become an Indian norm. Everyday commuters go through harrowing experiences from waiting in line for hours for the next auto or bus to traveling in unhygienic conditions in the local trains. With #NoStressSawari, we want to make commuters aware of the many benefits of availing a bike taxi like convenience, safety, affordability, and navigating quickly through traffic. Our campaign urges people to choose their daily commute smartly, where the seat is theirs alone. We aim to provide safe and affordable transport to people who don’t want to struggle daily to commute and avoid crowded modes of transportation.”

    The campaign and storyline were conceptualised in-house, the script was written by Enormous Brands and brought to life by Magixengage.

    Rapido has announced a $20 million budget for this year’s bullish focus on its marketing efforts. With commuters going back to work and in need of a convenient commute option that is safe and affordable, Rapido plans to bring awareness to Bike Taxi’s benefits as a commute option. The idea is to let people know that the bike taxi offers one of the most convenient, and affordable transportation options in the current times compared to the public transportation options available, it said in a statement.

  • Tokyo Olympics: INOX Group unveils new campaign to support Team India

    Tokyo Olympics: INOX Group unveils new campaign to support Team India

    Mumbai: As the official sponsor of the Indian Olympic Team, INOX Group on Tuesday unveiled the ‘Aayega India’ campaign to support and cheer Team India ahead of the Tokyo 2020 Olympics slated to begin 23 July.

    The campaign featuring boxers MC Mary Kom & Vikas Krishan Yadav along with Table Tennis player Manika Batra honors the unflinching and unwavering pride prevalent in the hearts of billions of Indian sports fans who firmly believe that ‘India will arrive’ at the 2020 Olympics. The campaign also pays rich tributes to the athletes’ resilience & the determined spirit to succeed against all odds.

    “When it is about Olympics, there is a tremendous sense of pride, which gets awakened in the hearts and minds of every Indian,” INOX Group director Siddharth Jain said. “With our campaign Aayega India, we aim to take this emotion to an all-new level. It is an honor for Brand INOX to have athletes like Mary Kom, Manika Batra, and Vikas Krishan Yadav, featuring in its campaign, and we are grateful to them. With the anthem, we aim to let Team India know that the entire country takes pride in all their endeavors and stands with them as they set themselves up for this momentous event. We are proudly looking forward to the Indian contingent scaling new heights at Tokyo 2020.”

    The ‘Aayega India’ anthem, conceptualised and developed by EBC Originals, is produced in Hindi, Tamil, and Telugu languages and rolled out on the social media handles of INOX Group’s ventures, INOX Leisure Ltd, INOX Air Products, and INOXCVA.

  • ‘Get Well Soon India’ says Youva Stationery in new campaign

    ‘Get Well Soon India’ says Youva Stationery in new campaign

    Mumbai: As the country recovers from the second wave of the pandemic, it is necessary for people to take precautions and hope for the recovery of the ones who are suffering. To educate children about the effects of the pandemic and how it impacts us, Youva, the domestic stationery brand from the house of Navneet has launched a heart-warming campaign “Get Well Soon India” where kids are seen creating a greeting card for the country.

    The campaign designed and produced by ANTS Digital brings out the innovation in children and at the same time spreads a positive social message targeted at generating health awareness.

    The campaign delivers a powerful message that defeating the novel coronavirus is a collective responsibility as a society and urges people to help India get well soon. It stresses the importance of wearing a face mask and washing hands as frequently as possible. It also urges people to participate in the nationwide vaccination drive against Covid-19.

    Youva, chief strategy officer and spokesperson, Abhijit Sanyal said, “Youva, as a brand, was conceptualised keeping children and the youth in mind. Our brand philosophy is creation, this campaign creates hope for our fellow citizens who are suffering, stressed, and are losing self-belief in these testing times. As a brand, if we can create positivity and confidence through our communication then we will be able to say that we made some contribution in these trying times. We earnestly hope our message is as well received as our products!”

    ANTS Digital Pvt Ltd, CEO, Sanjay Arora said, “We created this film for our client to send a strong message to the public that to fight tough situations like the ongoing pandemic we need to be disciplined all the time. Social distancing, vaccination and wearing a mask is not only important but mandatory. The Youva of this country is wishing the very best to all and encouraging them to do the right thing. We wanted to highlight the heroes of the future, our greatest asset, our children. We hope our key message of maintaining safety protocols reaches people at large.”