ITV

Category: Ad Campaigns

  • Puma joins hands with NGO Parcham to fuel girls’ football dreams

    Puma joins hands with NGO Parcham to fuel girls’ football dreams

    MUMBAI: Global sportswear brand Puma has joined hands with Mumbai-based NGO Parcham to empower it in its efforts to break gender stereotypes. It aims to bolster the NGO’s  mission of inspiring women from marginalised communities of Mumbra, a small town in Thane district near Mumbai, to take up football and make it a viable career option.

    Since October 2012, Parcham has been helping women break free of prejudices and reclaim their freedom through football and now Puma will support the organisation with training gear and sports shoes that will help the Parcham girls to not only perform better on the field but also bring in a competitive edge. In addition to this, the leading sports brand will also leverage its roster of global sports partners and athletes to provide coaching sessions for Parcham’s trainers, coaches and the footballers.

    “It’s very heartening to see a global sports brand like Puma support us in our efforts to encourage more girls to play football. I truly believe sports is an equaliser and has the power to change lives. It is helping us break stereotypes about girls from Mumbra and other marginalised communities. Playing football has not just helped them build their confidence, it has also given them a new outlook and a realization of their right and love for play,” said Parcham’s Salma Ansari.

    “Sports has the ability to change lives – it is a powerful tool to challenge gender norms and stereotypes. We believe everyone should have the opportunity to play, irrespective of their gender or background. Through this association, we are looking to drive the change needed for a future where every woman and girl has equal opportunities to pursue her dreams,” said Puma India and Southeast Asia managing director Abhishek Ganguly.

  • IKEA sparks conversation about gender roles at home with new online game

    IKEA sparks conversation about gender roles at home with new online game

    MUMBAI: This women’s Day, Ikea wants to help make our homes more gender-equal. To this end the Swedish furniture giant has launched a fun game designed for couples to assess how well tasks are shared between them in a household. Recent research on the side-effects of Covid19 indicates that the load of additional household work during the pandemic is unevenly carried by women.

    As a home furnishing brand, Ikea has always focused on creating a better everyday life at home through good quality, affordable furniture. However, the company believes that a better every day is also an equal every day, and that gender equality at home is a crucial part in creating gender equality in society. But the pandemic induced lockdown this past year has brought to light the increasingly unequal division of household work. And this is where Ingka Group would like to help.

    With women still taking on the biggest load of work – doing up to three times more unpaid care and domestic work than men globally according to OECD (Organisation for Economic Co-operation and Development, Measuring Women’s Economic Empowerment Gender Policy Paper)- Ingka Group has come up with an online game to help couples open an honest and fun conversation about how to better balance responsibilities on the domestic front.

    Ikea India country people & culture manager Parineeta Cecil Lakra elaborates, “Equality, diversity and inclusion is at the heart of what we do. Our goal is to create an inclusive workplace where everyone is valued for their unique contribution. Over the past years, addressing gender equality has been a priority – not only at the workplace but also at home. During the past year due to the Covid19 pandemic, most of us have started working from home and continue to do so. It has now become even more important than ever before that there be equality at the home front. Lack of equality at home has direct implications for women’s economic position and undermines their potential. The impact of the pandemic has amplified existing gender inequalities, and empowering women in their homes has never been more important. Through FiftyFifty, we are reaching one step closer to encourage open and honest conversations at home. We believe greater equality at home means greater equality in the larger society.”

    Developed in collaboration with relationship expert Jennie Miller, FiftyFifty is available for free via Ikea Instagram Stories across 31 countries. Over the course of a handful of questions, the game takes couples on a journey to unpack the roles and dynamics in their homes in a positive way. The intention is that both players become winners, as couples are inspired to think of solutions that suit their individual circumstances.

  • On Women’s Day, Godrej tells us to #ChallengeBiasesWithin

    On Women’s Day, Godrej tells us to #ChallengeBiasesWithin

    MUMBAI: Mahatma Gandhi famously said – ‘Be the change you want to see in the world’. Exemplifying this powerful message on the occasion of the International Women’s Day 2021, the Godrej Group has released a new digital video campaign #ChallengeBiasesWithin which urges every person irrespective of their gender, culture, ability, and orientation, to first challenge the deeply wired biases and stereotypes within themselves, before asking others to do so externally. Ultimately, changing and creating a more inclusive, equal world. 

    The digital film aims to highlight the fact that this Women’s Day instead of just wishing her and expecting things to change, one should rather instigate the change and challenge the stereotype within us. The campaign urges everyone to take responsibility for their own thoughts and actions. Changing from within is what will guarantee the fulfilment of a dream of an inclusive world. The film captures women from different walks of life and in different roles such as corporate executives, women working in male dominant technical areas, physically challenged women and working mothers – all defying society expectations of what a woman should or should not do.

    The film, conceptualised by Team Godrej and Creativeland Asia, went live on International Women’s Day across all social networking platforms such as Facebook, Twitter, Instagram and LinkedIn.

    Godrej Group executive director & chief brand officer Tanya Dubash said, “Women have always been facing the challenge of having more to prove than their male peers to be taken just as seriously. This is all due to our conditioning and stereotypes. That is why on this Women's Day, we would like to urge everyone to challenge their stereotypes. At Godrej, we strongly believe that each one of us is unique and we can only truly grow when we can be our 'whole self' at work. We, as an organisation, will continue to understand and support the challenges that women face so that they choose to challenge at the workplace. We constantly strive to create an environment where women are provided the freedom to enjoy the best of professional and personal choices.” 

    Creativeland chief creative officer Asia Anu Joseph added, “The truth is Godrej has some of the best ‘diversity friendly, equality promoting’ policies in the country. But, even they realise that equality won’t be a reality till the biases and stereotypes are uprooted from deep within our minds. The narrative for this film aligns with the International Women’s Day theme, and calls for both men and women to challenge their own biases.”

  • Shell shines a light on women’s quest for mobility

    Shell shines a light on women’s quest for mobility

    Shell India has unveiled its latest campaign, ‘Great Things Happen When We Move’, which celebrates the indomitable spirit of Indian women, their dreams, and aspirations along with their inspiring journeys. Shell has launched three new brand films that showcase inspirational stories of mobility thereby bringing alive the brand’s partnership and commitment to this nation as catalyst of change.

    ‘Great Things Happen When We Move’ is a campaign about the people who displayed unconquerable courage and motivation to realise their ambitions by doing one simple thing – moving forward. The campaign has been specifically launched ahead of International Women’s Day to encourage Indian women who face towering challenges in their quest for mobility.

    The films, directed by filmmaker Arunima Sharma, are based on the stories of three amazing women, and mobility is at the heart of each. The first film highlights the story of Yogita Raghuvanshi, India’s first female truck driver who could not pursue her career in law as she took the responsibility of being a single mother after her husband passed away. The second film celebrates Geeta Tandon who walked out of an unhappy marriage and tried her hand at several things to support herself and her children. She found her calling when she became Bollywood’s leading stuntwoman. The third film showcases how travel expert Sumitra Senapaty, founder of Women On Wanderlust, encourages women to travel to over 50 destinations around the world.

    The core assertion of these films is to establish that mobility is a key enabler of people’s progress and it holds specifically true for women.

    Shell Companies India chairman Nitin Prasad said, “India is one the fastest growing economies in the world and we acknowledge the role that mobility plays in a nation’s progress. At Shell India, we are constantly working towards understanding the needs of our customers and pioneering products and services that enable this mobility, especially for women as their journey is not easy. Ensuring that women have an equal participation in all areas of work, at all levels and in all locations is our constant endeavour. We have fuel stations entirely run by women, an all women crew that installs canopies at our sites under construction, about one third of the working professionals/ employees in Shell business operations are women and we continue to encourage an interest in STEM education for our young bright minds across schools and colleges. We are proud of the journey we have made so far but there is a lot more that needs to be done and we are committed to keep moving forward on this path and make a brighter future.”

    Director Arunima Sharma said, “It's been a privilege to direct the new Shell campaign. I strongly resonated with these powerful stories that Shell and the team at Wunderman Thompson chose to tell. Yogita, Geeta and Sumitra are so different from each other, but are connected by the idea of finding their freedom by overcoming odds. As these stories are based on real women, for me it was important to have honesty and authenticity in the treatment of the films.”

    Wunderman Thompson vice president & ECD Siddharth Prasad said, “We didn’t want to just ‘narrate’ a story to viewers. We wanted them to be a part of the journey and rejoice in the protagonist’s success. Hence, the scripts were written from the point of view of an observer, someone who became a casual participant in a day in the life of our heroines. The narrative is very organic, the characters are real and believable. Inspiring stories; but designed to engage rather than impress.”

  • Why Havells’ new ceiling fan is actually a ‘Feeling Fan’

    Why Havells’ new ceiling fan is actually a ‘Feeling Fan’

    MUMBAI: Leading FMEG Havells India has rolled out a new advertisement campaign for its technologically advanced ceiling fan category. Conceptualised by Mullen Lintas Delhi, the campaign “It's not just a fan, it's a ‘Feeling Fan’” showcases IoT (Internet of Things) enabled smart features like voice control through smart devices, mobile app for remote access, and smart mode, where the fan automatically senses the temperature and humidity in the room and adjusts its speed. All the smart features are conveyed in a simple to understand format devoid of technical jargons.

    The 360-degree campaign idea gives a fresh feel to the technology and presents it in a playful manner resonating the message that even a kid can understand and operate it with ease. The technologically advanced smart features are described in simple language like it 'feels voice', 'feels touch' and 'feels sweat' to instantly connect with the consumers. The campaign is available in Hindi and other regional languages—Marathi, Bengali, Kannada, Tamil, Telugu, Malayalam. It will also go live on Havells’ social media channels with a detailed out-of-home penetration.

    Havells India’s vice president- marketing Amit Tiwari said, “As a brand, we have always strived to launch products that connect with the desires and aspirations of our consumers. With IoT gaining a momentous traction in recent times, it is important to acknowledge that the usage of the product remains easy. The campaign beautifully captures the essence of the complex IoT product, but narrating it through a child’s way, indicates the simplicity of using the fan. The campaign is all set to connect with its audience while also speaking about the product features in a simplified way through its narratives.”

    The advertising video gives a unique touch to the product story of ‘technology and innovation’ in an endearing manner, further enhanced by the cast featuring two young children. The lead child actor explains to her friend the various offerings of the ceiling fan that is no more ‘just a ceiling fan’ and is capable of much more.

  • Ahead of Women’s Day, Reebok says ‘It’s A Man’s World’

    Ahead of Women’s Day, Reebok says ‘It’s A Man’s World’

    MUMBAI: British-American footwear and clothing company Reebok has launched its latest campaign titled ‘It’s A Man’s World’ in association with MADWOMEN, an all-female creative collective. The campaign unveiled in the run-up to Women’s Day, featuring two collections comprising six iconic sneakers, aims to celebrate individuality.

    “Each installation of the ‘It’s A Man’s World’ campaign has been dedicated to celebrating female trailblazers,” said Reebok VP – global marketing Caroline Machen. “We are thrilled to be continuing this legacy by working with MADWOMEN, an organisation dedicated to changing the ways we think and redefining the perspective of women in the creative industries.”

    The first collection in the campaign features all six sneakers silhouettes with a mixture of colour and materials that represent how the different facets of a woman’s personality come together to create something beautiful. The second collection features footwear appearing in a neutral toned colour palette. Through these collections the brand aims to emphasise on a woman’s own uniqueness, shining a light on her inner and outer beauty.

     

    The complete ‘It’s A Man’s World’ campaign is accompanied by content featuring three contributors from MADWOMEN, all three based in Berlin. They include model and stylist Isi Ahmed (@isiqu), makeup artist Aennikin (@aennikin), and photographer and freelance fashion stylist Elli Drake (@ellidrake), who also styled the It’s A Man’s World campaign shoot. The brand announced that the first collection will be globally available beginning 8 March and the second collection is slated to be available globally beginning 1 April, both online as well as at select Reebok stores.

  • Chingari celebrates woman power with #SheGotSpark

    Chingari celebrates woman power with #SheGotSpark

    MUMBAI: Homegrown short-video sharing platform Chingari is celebrating women power with its distinctive campaign #SheGotSpark. Find women from every walk of life as they share their courageous stories of proving themselves via their videos. The chosen few motivational videos get featured by Chingari across all its platforms. It will celebrate inspirational women-centric posts through this campaign leading up to the International Women’s day on 8 March 2021. 

    #SheGotSpark campaign is also the social networking service’s way to honour those women who have been a part of its rise. Women creators from every possible field get a chance to share their stories through videos on the homegrown app. These videos illustrate their overall journey, right from their struggles and eventual growth to their achievements and contribution to societal growth. In fact, creators like Anjali Kapoor (fitness), Shilpi Kaushil (belly dancer) and Aditi Joshi (singer) have already been showcased on the app.

    The #SheGotSpark campaign also pays daily homage to influential women by showcasing their incredible achievements. The campaign’s first tribute was Supriya Bambawale, a successful marketing professional. Other upcoming success stories include the likes of multi-talented singer & businesswoman Tulsi Kumar, CNBC TV18 (Network18) editor – commodities & currency Manisha Gupta, EmpMonitor CEO Dr Deepa Kotwani Ghosh, National award winning documentary filmmaker Aarti Shrivastava, MidDay Multimedia fashion columnist Shweta Shiware, The Crazy Yogi – Koffie & Luxury Vedaa founder & partner Aparupa Sur, and Sai Mehar Media, Wild Music Records and Wild Music Haryanvi CEO Rajiee M Shinde.

    Chingari app’s co-founder & CEO, Sumit Ghosh said, “Chingari, in a short time, has given Indian women a beautiful platform to showcase their talent. Women from different places, of different age, race, feel comfortable to use the app and reach out to millions every day.  #SheGotSpark is Chingari’s way of celebrating this women power in the way it knows best – via our videos. Our varied other platforms will aid in celebrating these true goddesses. In fact, as a company, we are extremely proud of the work our women team members do. Their dedication and hard work is appreciated every day. We cannot thank them enough and we will make sure they get the right opportunities to succeed.”

    The app’s co-founder & COO Deepak Salvi added, “Chingari is always about being ahead in supporting everything that defines progress. I support Mr Ghosh’s acknowledgement of our women team members- with their passion and commitment they have equally participated in Chingari’s steady rise to popularity. For #SheGotSpark, we have women from different genres showcasing their talents. This will also showcase how Chingari helped them grow and express their creative and artistic abilities.”

  • #DontMessAround with unprotected sex, says Manforce Condoms

    #DontMessAround with unprotected sex, says Manforce Condoms

    NEW DELHI: Manforce Condoms has come up with a new campaign #DontMessAround, urging people not to engage in unprotected Through this campaign, the brand is focusing on a larger responsibility of educating people to use condoms to steer clear of messy scenarios which arise due to unprotected sex.

    The campaign gives the message that ‘unprotected sex can be pleasurable but it’s unprotected for a reason.’ Unprotected sex can come with bigger problems such as STDs and unwanted pregnancy. Moreover, it can become a cause for a messy experience, and no one ever talks about that.

    Through this campaign, the brand wants to remind people of the childhood memories when we used to play around and our teachers or parents used to tell us not to mess around and play safe. Similarly, Manforce condoms, as a brand is here to act as a guardian to its users and tells them “#DontMessAround” while playing, just put on a Manforce and be safe.

    Mankind Pharma DGM Joy Chatterjee said, “Through this campaign, the intention is to show how messy of an experience it can be if you decide to go raw instead of using a condom. We have always been committed to our customer’s safety and want to ensure that sex always stays as an act of pleasure, along with safety. We want to communicate to the masses #DontMessAround, put on a Manforce to avoid unprotected sex and sexual diseases”.

  • Sebamed attempts to show the ‘reality’ behind celeb-endorsed beauty bars

    Sebamed attempts to show the ‘reality’ behind celeb-endorsed beauty bars

    NEW DELHI: German personal care brand Sebamed, with the aim to urge customers to make informed personal care choices based on science, has launched a disruptive evidence-based Film stars kee nahi, science kee suno (Listen to science, not film stars) campaign. Created by The Womb and produced by Good Morning Films, the campaign features actress Ahana Kumra.

    Launched in the 1950s as a body-cleansing solution for eczema patients, with a mild pH suitable for sensitive skin, Sebamed has had an image of a doctor-prescribed skin care solution for the longest time now. However, it seems like the brand is trying to make a bold move now, willing to directly compete with leading beauty bars. The films openly call out soaps such as Lux, Pears, and Santoor on their pH values, which are shown to be similar to detergent bar Rin.

    Sebamed India head Shashi Ranjan said, “We stand for truth and transparency. During these unprecedented times, our wide portfolio of skin & haircare products with unique pH 5.5 benefit offers the new gold standard to the consumers. We remain  strategically committed to investing in attracting the best talent, creating engaging brand stories and driving  rapid distribution expansion across channels.”

    The Womb creative partner said the brand is building a connection with its consumers through  demonstration-based advertising with an honest approach. “The personal care industry has always been conditioned to follow standard beauty practices in order to make it appealing to the consumers. However, when we came across Sebamed and what the brand wanted to convey to its consumers, we decided to communicate the product truth through our campaign, without any silver coating.”

    Additionally, the brand has factored in the aspect that Indian customers today are re-evaluating their choices when it comes to skincare products.

    Sebamed India head of marketing Konark Gaur said, “Consumers today are looking for brands that deliver on their promise. Sebamed, a brand that stands for honesty and authenticity, wants to empower the consumers with the right information so that they can choose the best. We believe that product is always the hero and days of gimmicky advertising are counted.”

    However, the campaigns yet haven’t tried to compete with this set of aware and influenced urban customers, who in the past few years have started moving towards the organic category for their skincare needs.

    Interestingly, the price range for Sebamed bends more towards these premium organic brands like Biotique, Kama Ayurveda, and Forest Essentials while it is almost two-five times more expensive than the likes of Lux, Dove, and Pears.

    It will be interesting to see in the coming times how this move on the part of Sebamed will impact its brand value among Indian customers.

  • Parachute’s #DearWinter campaign inspires women to love winter again

    Parachute’s #DearWinter campaign inspires women to love winter again

    NEW DELHI: With their latest campaign #DearWinter, VMLY&R India and Marico’s hair-nourishment brand Parachute Advansed Hot Oil address the love-hate relationship that women have with winter thanks to dry winter hair, and help them enjoy the chilly season all over again.

    Winter is a season to look forward to for so many reasons – it’s the season of love and weddings, a time to revel in winter fashion, and of course, festive family reunions, among others. Unfortunately, winter hair is the spoiler. Women dread the dry hair and split ends that come hand-in-hand with the season. Unfortunately, the season when women want to be seen at their best is exactly when their hair is at its worst.

    Marico CMO Koshy George said, “With #DearWinter, we aimed to show this sometimes strenuous relationship between a woman and her hair especially during the time of winter and how Parachute Advansed Hot Oil is the ideal companion to achieve perfect hair even during the dry and cold months of winter.”

    Conceptualised and executed by VMLY&R, #DearWinter tells the story of a girl’s fraught relationship with winter, as a troubled ode to the season.

    “All it just takes is just one bad hair moment to ruin a day. And winter is one long bad hair day turned into an endless bad hair season. It’s ironic that during what is arguably the most beautiful season of the year, is when women’s hair troubles are at their peak. So, with this campaign, we captured this fraught relationship that girls have with the season, as a ‘lover’s quarrel with winter’. And bring alive the winter hair troubles in a way that every girl can relate to.”, said VMLY&R Asia CCO – SEA and India Venkatagiri Rao.

    The campaign was launched with a digital film and in partnership with nine influencers (Shivangi Joshi, Dhanashree Verma, Kanika Mann, Arishfa Kan, Sameeksha Sud, Ashna Zaveri, Yukti Thareja, Steffi Cyril, and Nisha Bano) and includes digital assets on social media.