MUMBAI: Country Delight has released a digital video commercial featuring veteran actor Sanjay Mishra. The brand aims to eliminate major consumer pain points that one faces while buying and consuming tender coconut water.
The commercial titled ‘The Hunt’ creates a sense of curiosity with a mysterious coconut man looking out for something unique, nudging the audience to a crescendo towards the end of the video. Mishra takes the audience through this journey, talking about his mission, walking through different cities, clearly showcasing disappointment with every tender coconut water he is offered. His search finally ends once he is introduced to Country Delight’s “Country Coconut Water”.
The DVC tries to bring forth all the hassles associated with a tender coconut, from taste to quantity of water to ease of opening, positing Country Coconut Water’s packaging as the solution. As a part of the campaign, Country Delight has also shared their newly launched product with influencers to share their moment of delight with Country Coconut Water with their audience.
Country Delight co-founder Chakradhar Gade said, “We realised that a lot of our customers want to consume natural coconut water but are not able to because of issues like uncertainty in the amount of water, unpredictability of taste, lack of direct-to-home daily access and most importantly the struggle of opening a coconut. We hope each and every Country Delight family enjoys this product and we will continue to disrupt many more traditional product categories like this to give our customers Naturally Acha & Naturally Sacha products
NEW DELHI: Shyam Steel India has launched a TVC campaign Maksad Toh India Ko Banana Hai with the brand message that steel is just an offering, but the idea is to build the nation. The ad film stars brand ambassador Sonu Sood in the lead and has been created by Mogae Media.
Through this TVC, Shyam Steel India represents strength, flexibility, and faith of the masses with the thought process that steel is just an offering, but the ultimate idea is to build the nation. Roping in Sood, who is known for his considerate personality, enhances the brand message across the target audience. The bond Sood has created with the millions of people resonates as strong as steel, unbreakable.
The ad showcases Sood cherishing his relationships built with people during the lockdown tenure. All the love he received from people he helped makes him emotional and more connected. When relationships are built with strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable.
Shyam Steel India director Lalit Beriwala said, “The TVC reflects the brand’s thought in connection with Sonu’s exemplary work to assist people during lockdown. Sonu was helping the same target audience, with whom we connect at the last mile. When it comes to influencing individual house builders, people at the bottom of pyramid, remains the key focus of communication. So, we believe in building long-term relationships, just as Sonu Sood did after helping people in its most difficult situation.”
“It is all about inner strength. It is something that Shyam Steel gives to the buildings and infrastructure of new India. And that’s precisely what Sonu Sood has proved during the pandemic. Both have made the thought of India first come alive very strongly. That’s what inspired us to say – Steel toh sirf ek bahana hai, maksad toh India ko banana hai,” said Mogae Media creative director Harish Arora, who ideated the campaign and executed the creatives.
Director of the TVC Vaibhav Misra (Yellow Bettle Films) summed up, “Showcasing emotion along with steel at the same time keeping Sonu’s persona humble and real was the challenge, which we are happy to achieve. The film is a fabulous team effort and working with Sonu Sood and team at Shyam Steel was an enriching experience.”
MUMBAI: Your favourite food is sure to be the one thing you just can’t get enough of! With this as the central theme, McDonald’s India (west and south) has launched a campaign with popular film celebrity Rashmika Mandanna to celebrate the deliciousness of McSpicy Fried Chicken.
The brand has forayed into the fried chicken category with the launch of McSpicy Fried Chicken– an offering curated specially to please the palates of chicken loving customers.
As a part of the latest campaign, the brand has launched two quirky, light-hearted TVCs featuring Rashmika Mandanna, who can be seen relishing the all-new McSpicy Fried Chicken with friends and family. The ad films showcase that how even thinking of having anything other than McSpicy Fried Chicken is just a preposterous idea and that no matter how much of it you have, you can never get enough.
Rashmika was recently appointed by McDonald’s as its brand ambassador to further strengthen its connect with millennials in its key markets of Karnataka, Tamil Nadu, Andhra Pradesh and Telangana. The TVCs will be aired exclusively in the south markets in Kannada, Tamil and Telugu and will be adapted for the digital platforms as well. The campaign has been conceptualised by DDB Mudra.
Through this new campaign, the brand aims to create a strong mark in the Indian fried chicken market. The new integrated campaign will have a multi-pronged approach with a media mix of TV, digital and social platforms along with strong in-store visibility, on-ground and OOH activations.
McDonald’s India (west and south) director – marketing & communications Arvind RP says “Our customer research revealed that the customers in South India like their chicken not only to be crunchy but also spicy, and flavourful till the last bite. With McSpicy Fried Chicken, that’s exactly what we have for them. Our aim is that with this great product and Rashmika’s strong appeal, we will grow our market share rapidly in these markets.”
DDB Mudra Group chief creative officer Rahul Mathew added, “The campaign really reflects what the consumer feels about McSpicy Fried Chicken – you keep wanting to go back for more. And just like our chicken, Rashmika is a star that South India can’t get enough of. So, it all came together as the perfect recipe.”
MUMBAI: It's not without reason that cricket is considered a religion in India – nothing can whip up mass fervour like this sport. And what could have proved this better than the opening match of Vivo IPL 2021, which clocked, believe it or not, a colossal 10 billion minutes of viewership on Star India network.
Thus it’s a no brainer that ad spots for the cricket league are selling like hot cakes at up to Rs 14-15 lakh for 10 seconds. At last count, Star TV had roped in 18 sponsors. With the IPL now in full swing, life is good for the brands who have signed onboard, pandemic or no pandemic. The league has taken over people’s minds and hearts off the virus as the official national pastime… well, at least while the matches are on!
The IPL also brings with it an assortment of marvellous ads every year, with brands trying to up one another’s creative game and exploit the full potential of this incredibly engaging event.
This year too has not disappointed ad-watchers.
Here’s a list of brands who got it right and found ways to create and curate content that cut through the clutter:
JustDial’s JDMart: India ka B2B marketplace
Just Dial has dialled up its entertainment quotient, making full use of its brand ambassador, Bollywood actor Ranveer Singh’s skillsets. The actor, who is notorious for his repertoire of quirky looks and accents, brings on his talent to promote the company’s b2b marketplace JD Mart. Taking on various avatars and accents of a dealer, manufacturer and supplier of different goods he talks about how the app has made his life easy by enabling him to reach a wider audience and sell his products without any hassle.
Dream11 : ‘Team hai toh mazaa hai’
E-sports app Dream11 has also upped its IPL game this time around with a series of films released in the last two weeks. Featuring an array of Vivo IPL cricketers including MS Dhoni, Jasprit Bumrah, Rohit Sharma, Shikhar Dhawan, Hardik Pandya and Shreyas Iyer the adverts are rather interesting to watch. Each of the films showcases a couple or more of the professionals in endearing gully cricket scenarios. The cricketers show off their acting chops, in various situations playing cricket in their neighbourhood- on the terrace, on the streets, in pitch darkness on deserted alleys and even in a water-logged compound. Old popular film jingles play in the background while the team gets around minor hurdles to their game. The message behind the fun-filled creatives: Team hai toh mazaa hai.
Cred spills celebrity secrets:
One player in the IPL brandwagon which has come out stronger and better than last year is the credit payment app Cred, which has been hogging a lot of attention for its campaigns. Previously, while the brand did get noticed for its distinctive ‘not everyone gets it’ ads featuring veteran celebs it did not win much favour with the audience, as this time. They got off on the right foot with their creative featuring ex-cricketer Rahul Dravid. The ad showing the mild-mannered cricketer losing his cool in the midst of Bengaluru traffic jam and proclaiming himself to ‘Indiranagar ka gunda’ got off to roaring start from the word go! It has sparked numerous memes and spinoffs and had everyone from Deepika Padukone to Virat Kohli tweeting about it.
Post this, the brand has released two more campaigns one after another, featuring actor Jackie Shroff and Kumar Sanu, the popular playback singer from the 90s . The films depict Shroff, in no way known for his dancing skills, taking Zumba lessons while Sanu tries his hand at selling insurance, albeit musically.
Mobile Premier League (MPL): ‘Hai Akal Khelo MPL’
Cashing in on the IPL fever, skill-gaming platform, Mobile Premier League (MPL), has also launched its latest campaign around the game. With the tagline ‘Hai Akal Khelo MPL’, the campaign features a humanoid brain as the protagonist, driving in the point that anyone with ‘akal’ (brains) can play the game.
The three films released are a humorous play on the words of popular Hindi language idioms like ‘Akal badi ya bhains’, ‘Akal ke dushman’, and ‘Dimaag ghaas charne gaya hai’. The films push the central idea that one can create their fantasy team on the e-sports platform with basic know-how of cricket during the ongoing T20 tournament. MPL has roped in veteran actor Vijay Raaz for the films’ voice-overs.
Since the campaign first went live with the start of the IPL, fantasy cricket app has already seen one million new app installs.
As the marquee T20 tournament progresses, we cannot wait to see more brands get creative with their messaging.
MUMBAI: New mothers returning to work often find balancing career and primary caregiver responsibilities challenging. However, millennial moms are leaning upon technology to ease into the dual role of managing personal and professional responsibilities. Qubo – a Hero Group Venture’s collaboration with Kareena Kapoor Khan, showcases how she stays connected with her children through artificial intelligence bundled in Qubo Smart Baby Camera while she is away for work. The campaign highlights Qubo’s key features that help Kareena in managing work and motherhood seamlessly.
Kareena Kapoor Khan exemplifies how motherhood and professional growth can go hand-in-hand. The actor, along with her partner Saif Ali Khan became second-time parents earlier this year. A powerhouse of talent, the hands-on doting mother to two adorable boys has always challenged conventional norms to set examples for women to embrace motherhood without giving up their passion for work. She has worked on films, television shows and her radio show, all through her second pregnancy whilst also simultaneously looking after Taimur Ali Khan, her first-born.
The 60-second digital film is available on Instagram at:
The ad features Kareena using Qubo’s Baby Cam to stay connected to her children, underscoring how technology can enable new moms to resume work without any worries. The film brings to life how she has been able to seamlessly get back to work, post the birth of her second child with the help of Qubo Baby Cam- India’s first truly Smart Baby Monitor.
“New parents always face a tough time trying to balance their professional and personal lives, especially working mothers who want to kick-start work after their maternity break,” shared Kareena. “However, this shouldn’t hinder the way the kids are being taken care of. Qubo Smart Baby Camera is a product that falls in the right space. It is a must have for young and expectant mothers who are going back to work.”
Qubo Baby Cam and App lets you remotely monitor your little one at any point in time with Full HD Image quality, be it day or night, and seamlessly talk back with crisp and clear two-way Audio. With Breakthrough AI, it instantly notifies you when your baby cries and automatically plays its favourite lullaby to soothe him/her. With the Virtual Crib, you can even mark a safe zone for your baby and get notified as soon as baby leaves the zone. It also allows you to see everything your baby has been doing through the day with a beautiful time lapse video, hence, making it a perfect video gallery of his/her precious childhood moments.
MUMBAI: Global sportswear brand Adidas has introduced the evolution of its long-standing brand attitude, Impossible Is Nothing. Told in bold, human films, Seeing Possibilities is about rebellious optimism, rooted in the purpose from Adidas in the power of sports to change lives.
Told in the documentary style of home footage, the series provides a previously unseen side to some of the most documented individuals in the world, enabled via a powerful narrative delivered by friends or fellow athletes, and animated via resurfaced footage from the archives. Featuring intimate moments, it follows stories in sport and culture, showing how optimism and action has shaped their lives. Exploring the future they imagined for themselves and making it a reality, the series celebrates the trailblazers that have made history on a global stage. More importantly, it aims to inspire others, empowering them by this collection of very human stories as a powerful demonstration of what optimism can achieve.
Sportsperson Hima Das saw the possibilities in being the first Indian athlete to win gold at the IAAF World U20 Championships which inspires others to see the possibilities of globally succeeding in sport wherever they come from. An icon and a trailblazer in athletics, her personal win was also a win for the community she was raised in, and for everyone in the small towns of the world that are seeing the possibilities to create magic moments on a global stage.
Bollywood superstar and youth icon Ranveer Singh saw the possibilities to cut through stereotypes and make it big, while defying cultural expectations, which inspires people to express themselves. Ranveer only sees open doors – and then blasts straight through them. A rank outsider, self-made in the entertainment business, he has carved his name in the history of Indian cinema over the span of a decade with his incredible era-defining performances.
Beyoncé saw the possibilities of inviting all of us to find our voice. To use her platform as a stage to celebrate our differences with all people.
Demonstrating how this attitude lives within adidas’ own DNA, several of the films explore what this means for innovative design – reimagining what a world-record beating distance shoe could be with the adizero Adios Pro, or how to help end plastic waste in collaboration with Parley’s CEO Cyrill Gutsch.
With the brand’s purpose and attitude at its heart, adidas recently unveiled plans against its three strategic focuses to creating a better future for sport through sustainability, credibility and inclusivity:
Building a more sustainable future, with a commitment that by 2024 we will have phased out virgin polyester and only use recycled polyester in all products across the business.
Uniting and including all people in sport, which includes extending adidas’ UEFA contract into Women’s EUROs and Champions League.
Pushing for innovations that have never been done before and then going further, including launching the potential of 3D printed midsoles with 4D4WD and the upcoming products in collaboration with Allbirds.
The episodic content series kicks off 19 April, with new stories dropping throughout Spring into Summer. See more possibilities @adidas and on adidas.com/ImpossibleIsNothing throughout 2021 and beyond.
MUMBAI: Fantasy cricket app Gamezy has launched a new IPL campaign featuring brand ambassador KL Rahul, which revolves around the thought, “Play Fantasy Cricket Hatke.”
The new series of Gamezy advertisements, conceptualised by Aagey Se Right, will run across live broadcasts of cricket matches on Star Sports. Apart from live cricket, the brand also plans to showcase these commercials on various digital platforms to amplify the reach amongst the vast cricket fan base.
Aagey se Right founder & creative director Abhay Mehta said that the new ad campaign is aimed to make people identify Gamezy in its true essence.
"The idea of playing fantasy cricket with more innovative features; hence making the gameplay Hatke was essentially the brand's message for its users. With the overall category focusing on creating teams and joining contests, Gamezy’s core offering is all about making the fantasy experience more exciting with its unique features like live and & 2nd Innings," he added.
Mehta also lauded KL Rahul for his performance in the advertisement and revealed that the cricketer has raised his acting bar to a whole new level.
"The current set of ads plays upon situations a fan has to face while playing fantasy sports in a humorous manner. Gamezy with its Hatke offering of new variants is trying to not only offer a solution to enhance gaming experience but also disrupt the category which otherwise is heading towards being a commodity," said Gameskraft SVP – marketing Harish Rawat.
KL Rahul said, "Continuing the innovation and hatke features that Gamezy has to offer, this time around, I loved challenging myself again in a completely different genre. And I'm thrilled with the love that Samaybhaiya and Jollybhai are receiving.”
KOLKATA: E-commerce player Snapdeal has rolled out a new campaign – Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition – good quality at low prices.
The campaign features Bollywood actors Riteish Deshmukh and Genelia Deshmukh. Using humour, the ad takes a lighthearted dig at a mindset that feels that anything can be good only if it is branded.
Through a series of videos, the campaign challenges the conventional “brand-oriented” thinking and draws the attention of the audience to the depth of high-quality choice that is available online and showcases that great quality is also available at affordable prices. It is targeted towards smart, value-conscious buyers, who are not necessarily taken in by the “brand quotient”, but are focused on getting good quality, high utility items including fashion, accessories, homeware and much more.
Snapdeal CEO & Co-founder Kunal Bahl said, “Value is an integral part of India's purchase journey – online or offline. It is shaped by decades of experience and acumen of Indian families in looking beyond the sales talk to find the best value for their rupee. In today’s connected world, it is also in the collective wisdom from one’s network that helps sort real value from the hype. This campaign is a nod to the savvy online buyers, who understand that great quality does not need to cost more.”
Conceptualised and developed in partnership with All things small and EO2, Snapdeal’s Brand Waali Quality, Bazaar Waali Deal will reach out to consumers pan-India. The campaign has gone live today and will run over the summer months.
MUMBAI: What is it like to be trapped in a body that you feel does not belong to you? To have your own inner and outer selves conflict with each other? And if that were not enough, to have the society look at you as a queer. These are emotions and thought processes that transgender persons and LGBTQAI+ individuals go through in India. Despite the top court unanimously decriminalising homosexuality in 2018, our society still has a long way to go in putting an end to the discrimination and prejudice that the LGBTQAI+ community faces every day.
Which is why a new ad from Bhima Jewellers is charting new grounds.
The film with the tagline “Pure as Love” depicts a transgender woman struggling to come to terms with her internal conflicts, of having feelings akin to a female while being in a male body. Gradually, she comes to terms with her true self and is able to accept herself for who she truly is. And even more significantly, she is unconditionally supported through her journey of self-discovery by her family.
Through the ad, the 96-year-old Kerala-based Bhima Jewellers has respectfully and tastefully dealt with a sensitive subject matter, one which even brands with a contemporary and ‘woke’ sensibility shy away from. What makes the film even more significant is that it is for a jewellery brand – a product which has for long been conventionally associated with female beauty and adornment. For a jewellery brand to take a stand on the issue of breaking down stereotypes associated with its products is nothing short of path breaking.
The creative showcases with great sensitivity how crucial it is for an individual’s sense of self-worth to be understood and accepted by their loved ones, be it family, friends or their immediate neighbourhood. Sprinkled with heartwarming moments, the advert portrays how beautiful the world can be, if only we all are more accepting of one another.
And what adds to its meaningfulness and authenticity is that the brand features an actual transwoman- Meera Singhania, as opposed to a CIS-gender person, as is the norm in most mainstream movies or media that has a transgender character.
The ad is already garnering views and appreciation on social media, where it was released on Wednesday, coinciding with Vishu – the Malayali festival that marks new beginnings. Whether it will help sell the brand’s jewellery is another matter but it sure needs to be commended for daring to venture where no other jewellery brand has gone before. With some netizens even calling it ‘the watershed moment in Indian jewellery advertising’ could this just mark “a new beginning” in doing away with transphobia in our mainstream media? Let’s hope so!
MUMBAI: Cashing in on the IPL fever, skill-gaming platform, Mobile Premier League (MPL) has launched its latest campaign on TV and digital media platforms. Revolving around the theme ‘Hai Akal, Khelo MPL’, the adverts feature a humanoid brain as the protagonist, driving in the message that anyone with ‘akal’ (brains) can play the game.
There are a total of seven films in the campaign, of which three are already live and the rest will be released as the IPL progresses. The three films released are a humorous play on the words of popular Hindi language idioms like ‘Akal badi ya bhains’, ‘Akal ke dushman’, and ‘Dimaag ghaas charne gaya hai’. The films push the central idea that one can create their fantasy team on the e-sports platform with basic know-how of cricket during the ongoing T20 tournament. MPL has roped in veteran actor Vijay Raaz for the films’ voice-overs.
The campaign has been conceptualised by The Womb and brought to life by Early Man Films and was directed by Abhinav Pratiman. “This IPL, we decided to go back to the basics of fantasy cricket- which is to make the best possible team by using your knowledge of the game and your thinking skills. By giving the human brain its own manifestation as a protagonist and by using some very well-known Hindi sayings that we can all relate to,” MPL senior vice president – growth and marketing Abhishek Madhavan said.
“Passion and love for the game of cricket can at best make someone a great fan of the game. But to play the game either in real life or in the form of fantasy one needs skill. Skill in the form of strong analytical skills and strategic abilities to create the best teams game after game. Our attempt was to bring this alive by creating the brain itself as a device. The campaign uses popular idioms associated with the brain to generate popular appeal,” The Womb founding partner Navin Talreja added.
