KOLKATA: Amazon.in launched #KhushiyanDelivered – a digital led campaign to celebrate Holi and salute the spirit of delivery associates, sellers, and customers across India. The campaign unfolds with a digital film that captures how the e-commerce giant is serving its customers and the important role of delivery associates in this journey, across India.
The video is an ode to all delivery associates who work every day to deliver ‘khushiyan’ to customers and captures the love and effort that goes behind the packages which add joy to the festivities. Through this campaign, Amazon aims to spread positivity, appreciation and encouragement among the delivery associates who continue to fulfil the promises of millions of customers across India.
Amazon India vice president Manish Tiwary said, “#KhushiyanDelivered is our digital campaign to thank our millions of customers, delivery associates, and recognise the efforts of all our small and medium business sellers as well. We encourage our customers to extend their heartfelt gratitude to all delivery associates across India as they continue to deliver happiness and colours of joy through the year.”
Additionally, ahead of Holi, Amazon.in has launched a specially curated ‘Holi Shopping Store’, a one-stop-shop, to help customers deliver khushiyan to their loved ones this festive occasion. The Holi shopping store offers an array of specially curated products by sellers ranging from Holi colours and pichkaris, fashion and beauty essentials, kitchen and cleaning equipment, Puja articles, food and beverages, TVs, devices, speakers, cameras, accessories and much more.
NEW DELHI: The festival of colours is just round the corner but with Covid2019 showing no signs of giving a respite, celebrations look to be muted this year. Last year, it may be recalled, it was not long after Holi that the first nationwide lockdown was imposed on 24 March 2020. A year later things don’t seem to have changed much. After a steady drop in caseloads for some months, infection rates are again on an upward trajectory in several states and union territories, forcing authorities to impose either a complete ban or restrictions on the celebrations. However, as the weather warms up and vaccinations increase, there is a glimmer of hope among the masses that this year will turn out different.
Given the resilient consumer sentiment, brands too, have drawn up optimistic but cautious promotions for Holi, to make up for subdued festivities. Here’s a look at some Holi campaigns that stood out this year:
Surf excel – Rang Achhe hain!
A case in point is Surf Excel’s Holi campaign, which showcases how people can still have fun and be inventive while maintaining social distancing as they play with colours. The daag acche hain brand has released a special campaign for the festival of colours. The film looks to address the emotional need of connecting with loved ones with a heart-warming story featuring a young child wanting to play Holi with an elderly man called Rancho.
With this new Holi ad, Surf excel celebrates the spirit of togetherness, with the overarching message being how the colours of Holi can bring hearts together, even though there may be physical distance between us. “Jo dilon ko paas laayein, woh rang achhe hain!”
Parachute urges to #ProtectWhatYouCareFor
Parachute has come out with a Holi special ad which focuses on how hair needs extra protection during the festival of colours. The ad showcases how the festival can be a war against hair, with the chemical-laden colours and elements. And hence Parachute Advansed Gold Coconut Hair oil to the rescue! Containing pure coconut oil, enriched with vitamin E which strengthens the hair from within it is the perfect antidote to your crowning glory-worries on Holi day, says the ad. “Holi ke iss battlefield mein utarne ke liye apne balon ko rakhein taiyyar Parachute Advansed ke 10x deep protection ke saath.”
Kamdhenu Paints unveils #ColourWithCare safe Holi
Kamdhenu paints launched a digital campaign for a safe Holi. The campaign titled “ColourWithCare” went live from 26 March on its social media handles, Facebook and Instagram. The campaign aims to deliver the social message that ‘Holi doesn’t give you any free pass to disrespect women. Play with dignity.’ #ColourWithCare
Shopclues’ Holi sale for safe, non-disruptive celebrations
Online marketplace ShopClues has announced Holi special merchandise consisting of products relevant for outdoor, as well as indoor celebration of the festival of colors. Understanding the safety concerns, the etailer aims to prompt the consumers to have intimate yet undisruptive festive celebrations. This year, with regards to the restrictions and safety measurements, ShopClues encourages consumers to celebrate the festival with minimum exposure to the external environment. The e-commerce platform will be offering festive food such as refreshing thandai and delectable gujiyas in addition to Holi specific merchandise ranging from organic colors, trendy pichkaris, festive apparel at an affordable price range. The e-commerce platform is also providing gifting service with Holi gift packs for customers who are observing social distancing but want to send across specially curated gifts and combos to their loved ones.
Gas-O-Fast Ayurvedic Holi ke rang Gas-O-Fast ke sang
Holi is also about indulging in a variety of cuisines, sweets and savouries with friends and family. And that is a joy Mankind Pharma’s antacid brand Gas-O-Fast does not want to deprive you of. Traditional Holi cuisines like gujiya, rasmalai, malpua, fritters and many other dishes, while delicious, may lead to gas, acidity and cast a shadow on a happy day.
With the properties of natural cumin and asafetida variants, Gas-O-Fast claims to fight against acidity, gas and indigestion, that can hijack the occasion of joy and celebration. And there are many culinary highlights of Holi – Brand ambassador Saurabh Shukla says, this Holi, celebrate the love for food with Gas-O-Fast: “Holi ke anek rango aur pakwaano ka maza uthaayein Gas-O-Fast asli jeera ghar layein!”
The video has been promoted across all social media platforms. The brand has also come up with a contest to engage with their audience. The Facebook-driven contest which will last for five days consists of three different Holi-centric activities.
Lotus Organics+ & NGO Antarkranti’s Holi Spring Ritu-al box
Skincare brand Lotus Organics+ has launched its 2021 Holi campaign in collaboration with Antarkranti, a lead organisation in India working to prevent crime through interventions with prisoners. The campaign will reveal the “Holi Spring Ritu-al Box” containing organic skincare products from Lotus Organics+ that are extremely skin-friendly and apt for Holi. Comprising a skin-friendly selection of pre-Holi skincare (sunscreen) and post-Holi skincare products (face wash, exfoliator for face & skin, face crème), the box also includes complimentary gifts such as packs of 100 per cent handmade gulal from Antarkranti.
A high impact social media campaign communicates the creation of a special Holi Spring Ritual box with organic skin care products from the brand and handmade natural gulal made by released prisoners using edible grade ingredients, flowers, and food colours. All proceeds from the sale of Antarkranti products provide livelihood and rehabilitation opportunities to the prisoners, says the brand.
Livpure Sleep’s Colourful Day, Blissful Night
Celebrating festivals under the shadow of a pandemic has become the new normal, and this is having wide-ranging implications for brands and also shaping consumer sentiments. Mattress brand Livpure Sleep says that consumer behaviour shows most people would want to spend this Holi with their close ones in their homes itself. And after a hectic day of Holi, you need a night of a calming sleep. The brand doesn’t want it’s consumers to lose their sleep in this pandemic. Thus, with the tagline, “Colourful Day, Blissful Night”, it’s focus is on giving a perfect environment to sleep after the hectic festive Holi day.
New Delhi: Feminine hygiene brand Paree has collaborated with Bollywood’s latest release – Saina, a biographical sports film starring Parineeti Chopra as ace badminton player Saina Nehwal, who is also associated with the brand.
The brand endeavours to empower women to prioritise themselves and their dreams through its association with the film. Directed by Amole Gupte and produced by T-Series’ Bhushan Kumar and Krishan Kumar and Front Foot Pictures' Sujay Jairaj and Rasesh Shah, Saina released on Friday. The association is aimed at celebrating women achievers like Saina Nehwal, said the company in a statement. The film showcases Nehwal’s journey and struggles from a young girl to becoming the badminton champion that she is. Paree has also released a co-branded promo with Parineeti Chopra.
Paree founder & CEO Sahil Dharia said, “It is gratifying to have Saina as the voice of our brand and our philosophy. She strengthens the spirit of womanhood among youth. Through this association we have taken our vision to a larger platform that we believe can encourage and motivate every girl to dream big and be a go-getter like Saina and Parineeti.”
T-series co-producer & president – media, marketing, publishing (TV) Vinod Bhanushali said, “Through this visual montage, Paree aims to create a platform for women to shine and encourage them to champion through every challenge. Paree has been a pioneer in the women hygiene space with an innovative and progressive approach to menstruation. Saina is a story of a young girl who dreamed, fought all odds, and challenged herself to become the world no. 1 badminton champion. The brand collaboration was a perfect fit for the film.”
NEW DELHI: With summer around the corner, Mother Dairy has rolled out a new ice creams campaign #KhushiyonKiParampara that targets consumers across varied age groups.
Comprising three ad films, the campaign curates the thought of togetherness and family bonding while indulging in favoured flavours of ice creams.
The idea of the new campaign revolves around the fact that often people in a family, despite living together, are disconnected from each other as they are busy in their own lives. It is centred around a modern family that realises that there are very few instances when they get to spend time together.
The new TVC films are tied to the umbrella proposition of Rishton Ka Swaad Badhaye and aptly depicts an Indian household bonding over their love for ice creams, celebrating the occasion as a daily ritual. The ads have been directed by filmmaker Shoojit Sircar, while the lead roles have been played by Swanand Kirkire as the father and Lubna Salim as the mother. Together they have conveyed the thought of bonding over ice cream in a persuasive storyline.
The six week-long campaign will also be showcased across print, digital and outdoor mediums.
Mother Dairy business head – dairy products Sanjay Sharma said, “Through our new campaign, we have attempted to capture those celebratory family moments over ice creams, which are more like a ritual. As a brand we see an opportunity to not only capture the mind share of our consumers but also the shelf space of their refrigerators while offering them quality milk-based ice creams in a variety of flavours to choose from. The newly launched TVCs aptly capture the essence of family bonding and love for unique flavours from varied age groups and yet come together to greet the occasion beautifully, reflecting our core positioning of Rishton ka Swaad Badhaye.”
Ogilvy India (north) chief creative officer Ritu Sharda remarked, “In this ever-evolving world that we reside in today, it has become all the more important for families to spend time together (especially during the pandemic). We wanted to capture the emotion of togetherness through bonding moments over indulgent ice creams. Our idea brings a simple ice cream eating family tradition to light that showcases the warmth of relationships."
Mumbai: General insurance company HDFC Ergo has released a new TVC campaign ‘Poochoge toh aapko milega sahi jawaab’, urging consumers to ask the right questions while buying general insurance. The two-film campaign features brand ambassador Nawazuddin Siddiqui in a double role.
Conceptualised by Mullen Lowe Lintas, the film communicates the benefits and services provided by HDFC Ergo across their plethora of insurance products related to health, motor and travel amongst others. Furthermore, the campaign also highlights that Indians are inherently curious and inquisitive by nature but when it’s about buying the right insurance policy, they don't make an informed decision, often due to lack of awareness.
Raat Akeli Hai star Nawazuddin Siddique said, “Insurance plays a very important role in our financial wellbeing. It helps in providing financial security for you and your loved ones when needed most. It was a beautiful experience partnering with HDFC Ergo, it helped me in being a part of an initiative creating awareness among people about getting our knowledge right when it comes to insurance.’’
The film also communicates the fact that a well-comprehensive insurance policy provides peace of mind and helps in overcoming difficult situations. In testing times, the right kind of insurance will always protect an individual from digging into their savings.
NEW DELHI: Global healthcare company Abbott has unveiled a digital film and television commercial (TVC) starring Bollywood action hero Tiger Shroff to launch its new Brufen Power spray.
The ad film reinforces the benefits of Brufen Power spray’s double-strength formulation of proven pain-relieving active ingredient diclofenac, delivered with a one-shot spray that ensures only the needed amount is sprayed on. This minimises wastage and ensures at least 800 sprays.
With the launch of Brufen Power spray, a topical analgesic, Abbott expands its Brufen portfolio, which is over 40 years old in India.
Abbott’s campaign outlines how Brufen Power spray offers quick and effective pain management, with double-strength diclofenac, and key pain-relieving ingredients methyl salicylate and menthol. The film showcases Tiger Shroff in the midst of a strenuous fitness routine, showcasing the power of targeted pain relief in enabling swift recuperation. This is captured in the brand proposition, ‘Seedha dard pe kare vaar’.
“Abbott has always strived to create scientifically proven solutions to address health needs, so people can live better and fuller lives,” said Abbott medical affairs director Srirupa Das. “Fast-paced lifestyles place greater demands on us, and people need solutions that provide quick relief from strong pain, while also ensuring low wastage. The new Brufen Power spray directly targets the source of pain with a unique formula. The metered dose in the compact pack and the unique spray mechanism fulfils the need for a solution that is easy to use and is effective.”
NEW DELHI: Chocolate-coated wafer treat Nestlé Munch has launched a new variant – Munch Fruit O Nuts – which offers a fully loaded experience with crunch of real almonds along with yummy fruity taste of pomegranate bits, wrapped around a crunchy wafer center.
The launch will be supported by a high impact campaign, conceptualised by Wunderman Thompson, which includes a TV commercial featuring Samantha Akkineni.
In times when consumers are looking for “good for me” ingredients in their food, this latest offering from Nestlé India provides a crunchy treat with a delightful winning combination of fruits and nuts.
Nestlé India director – foods and confectionery Nikhil Chand said, “Munch Nuts has delighted young Indian consumers with a range of delicious, light, Munch treats with a fully loaded experience of added crunchy nuts. With the shift in consumer preference towards ‘better for me’ ingredients, the new Munch Fruit O Nuts is a category first innovation, that brings multiple inclusions of real almonds and fruity pomegranate to India’s favourite crunchy Munch.”
Munch Fruit O Nuts delivers a unique combination of flavour and texture as it has been developed after extensive consumer research which gave us insights on the taste preferences in different parts of India, added Chand.
Samantha Akkineni said, “Every bite of Munch Fruit O Nuts is packed with richness of almonds, followed by an aftertaste of pomegranate. The novelty of this product is unmatched. More and more millennials are looking for diverse snacking options, moving away from the regular age-old offerings, Munch Fruit O Nuts is a perfect answer to that.”
Priced at Rs 30, Nestlé Munch Fruit O Nuts will be available at supermarkets, large, format grocery stores.
MUMBAI: To mark the occasion of World Sleep Day, Livpure Sleep reached out to some of India’s leading CEOs to learn about their sleeping habits. Surprisingly enough, the study found that, while shouldering the gigantic responsibility to grow their empires and hectic schedules, a majority of the respondents are managing enough sleep in day-to-day life.
Losing sleep over work might seem like a commendable characteristic, but it does have a significant impact on one’s physical and mental health. On the other hand, sound sleep leads to better productivity and concentration, lower risk of weight gain, greater athletic performance, and lower risk of heart disease, depression, and burnout. Contrary to how the lockdown phase has been with work from home overpowering the work-life balance, Indian CEOs have managed to find ways to compete with the ongoing stress and are also ensuring sufficient sleep cycles as a part of their daily routine.
From one of the few surveyed companies, Trade India’s COO Sandip Chettri follows a very disciplined routine and fixed work schedule. When asked if he experiences trouble falling asleep, he responded with, “No, as I practice yoga and meditation which helps me fall asleep easily.”
The insights collated by Livpure Sleep pointed towards the fact that most industry leaders prefer fixed sleeping hours and try to achieve a long and deep sleep. Most of the respondents, who were founders, co-founders, CEOs, etc, try to get an average of seven to eight hours of sleep. However, many of the leaders responded that they experience difficulty falling asleep since their mind is active. While some nights work thoughts disturb their sleep, this doesn’t happen every day.
Livpure Sleep CEO Pritesh Talwar said, “I think that if you are waking up fresh and energised, you had a sound sleep. I like to start my day early so I fall asleep between 10-11 pm and start my day at six in the morning. I have made it a point to follow the schedule to make sure that other things fall in line and now my body has also become used to it. If I am awake past 12, my body starts resisting and hints at getting to bed as it’s past bedtime.”
Along the same lines, dental startup toothsi co-founder Arpi Mehta said, “I’d advise everyone to follow a fixed schedule to avoid feeling tired throughout the day but, unfortunately, due to my lifestyle and commitments, I am not able to adhere to one. Being an entrepreneur, stress makes it hard to sleep. While I do wish to complete eight hours of sleep daily, sometimes it becomes impossible which is when power naps come to the rescue.”
Comic Con India founder Jatin Varma said, “For me, a minimum of six hours of sound sleep is necessary but eight hours is ideal. My sleep hours are generally fixed except for the weekends. But, travel affects my sleep and I have trouble sleeping a day or so after I come back home. Long, stressful workdays can also affect my sleep. Lastly, if I get stuck in an OTT binge, then my schedule goes for a toss.”
Through the survey, Livpure Sleep aimed to encourage better sleeping habits among Indians, while focusing on the country’s most prominent business leaders. The data collated will go a long way in helping people understand how important it is to get a good night’s rest.
NEW DELHI: Web hosting company GoDaddy has launched a new integrated marketing campaign encouraging small local businesses in the country to create an online presence for their business. Aligned with the government’s ‘Vocal for Local’ mission, through this campaign GoDaddy aims to support local businesses in India by helping them build their own website easily.
Conceptualised by Tilt Brand Solutions, the television commercial sees MS Dhoni, GoDaddy’s India brand ambassador, make a comeback as Bijness Bhai to encourage small local businesses to ‘make in India and sell in full India’ by building a website with GoDaddy’s online tools and solutions.
The campaign will be available in seven Indian languages, including Hindi, Gujarati, Kannada, Malayalam, Marathi, Tamil and Telugu. This will help spread the message to Indian small business owners and entrepreneurs across multiple geographies in the country.
Dhoni said, “As an aspiring and home-grown entrepreneur myself, I understand how important it is now, more than ever, to have an online presence for your business. Many local small businesses have struggled to survive and grow amidst these difficult times due to lack of digital existence. In this challenging pitch of business, one needs to have the right online tools and solutions to deliver a match-winning performance.”
GoDaddy India MD & vice president Nikhil Arora said, “We are thrilled to have MS Dhoni on board, yet again, for phase 3 of our famous Bijness Bhai marketing campaign. He represents a trusted voice of India with a successful professional journey, as a cricketer and as an Indian entrepreneur. With a strong connection to his local roots; he is the perfect influence for Indian small businesses to dream big. By working with Dhoni, we aim to continue to inspire all local businesses in the country to grow their business with an online presence.”
NEW DELHI: Uber India and Dentsu Webchutney have launched a new campaign to double down on their commitment to make every opportunity #WithinHerReach – a conversation that Uber started last year in collaboration with the agency.
It is based on the insight that the lack of remote-working options and rigid working hours have kept women away from the workforce. But the new normal offered a new concept as Work(ing)-From-Home began to function as the only option – at least for a long while. Suddenly, second careers began to work for women, as did night shifts and jobs anywhere from around the world.
The campaign has been launched on the back of a print ad in an English daily and has already sparked conversation on the subject across LinkedIn, Twitter and Instagram.
Dentsu Webchutney vice president Priyanka Borah said that with WFH and remote-working opportunities, fewer women will feel compelled to drop out of the workforce. “And as a result of this, more women will grow into senior leadership roles. It’s taken a pandemic for us to get here – but it’s important we seize this silver lining to move forward,” she noted.
Uber marketing director APAC Sanjay Gupta added, “2020 has been a year to forget but it did have one silver lining. More Indian women entered the workforce during the pandemic-induced lockdown, attracted by the possibilities of working remotely and on flexible hours. As we enter the new normal, let's continue to fuel this momentum and make flexible work and WFH essential elements of corporate India.”
