ITV

Category: Ad Campaigns

  • Dentsu Impact’s Amit Wadhwa on fire-fighting and self-reflection during 2020

    Dentsu Impact’s Amit Wadhwa on fire-fighting and self-reflection during 2020

    New Delhi: 2020 has been an extremely challenging year for the advertising industry — in the wake of the pandemic, marketing budgets were slashed, teams had to adapt to new ways of working from home in no time and deliver to clients, and business priorities and plans had to be redefined because no planner and strategists could foresee the Covid impact on businesses.

    Despite all the odds, industry professionals have relentlessly worked hard and come up with great campaigns that have been able to move the masses and change brand perceptions.

    Indiantelevision.com’s Devesh Gupta spoke to dentsu Impact president Amit Wadhwa on what he thinks about 2020, how advertising industry has adapted to new norms, client expectations during this time, how pandemic has impacted creativity and what is the way forward.

    Excerpts:

    On year 2020 for advertising agencies.

    It has been a year that no one ever imagined and for not the best of reasons. It’s been a year where a lot of things were tried and tested not because people wanted to but because they had no options. Ironically, a lot of our presentations had ‘Vision 2020’ but it soon turned into ‘Mission 2020’. It’s been a tough year but good in a sense that it pushed people to think, try and do new things.

    On seeking positivity.

    Nothing we had planned happened the way we had planned. So the question was, if you have to sail through in the best possible way, how would you do that and in the bargain see what all you need as an individual to get better, learn new things and get the organisation moving. There was some fire-fighting and a bit of self-reflection.

    dentsu Impact was already moving into the digital space and that helped us as we hastened the process far more quickly and almost 95 per cent workforce is digitally savvy. We now handle the digital mandate of all our businesses, and that actually helped us sail through this year.

    On the new normal for agency businesses,

    There is nothing normal, everyday is different.

    From a business point of view, managing the numbers itself and the innovative ways we are deploying to do that. We are not sitting in but are aggressively going after the businesses. We are looking at growing the business in a different vertical. For instance, we were handling creative and media, then decided to also take care of digital creative and media and use this opportunity to strengthen and grow.

    On the people front, work from home seems like bliss but it is tough. Working hours have crept into late nights and weekends. We are trying to do whatever we can at our end to ensure people are taken care of in whatever way we can — that’s another big challenge faced by organisations.

    On pandemic changing the creative business.

    There are two sides to it. We are running our business very creatively as we never thought we would operate with everyone sitting at home. And even with such challenges, we put a strong performance. We found creative ways of tackling things.

    Initially, it was a bit of a daze, that what has hit us, and the idea was to survive and stay afloat. Slowly, people got into a rhythm, started figuring things out, and realised that it is creativity that will keep us going. One good idea from the team brings happiness for the group (even more than what we used to feel in the pre-Covid days). These times have propelled us to push more for it.

    I agree that creative business is about sitting together and brainstorming ideas. Having said that I think that creative people have taken bigger onus for themselves to ensure they crack great ideas. We have seen some great concepts of late and I think that it’s because they are pushing themselves to do it. They are also figuring out ways of brainstorming – calls, crash on ideas, feedback, but I think they pushed a lot and a lot of respect for that.

    On client expectations.

    At the end of the day, they are also running a business. Having said that everyone has a human side to him or her and they also realise the situation. For instance, we did a no-work Wednesday at dentsu Impact and informed the clients before hand, and they supported it. We managed to give an off to people. Had they not supported us, it would have not been possible.

    They have expectations from us. There is a dire need from our end to deliver on that. The good part is that there are people on both sides who understand each other. So, we are figuring out our own balance.

    On the year 2020 for dentsu Impact.

    It has been a good year. We have managed some new businesses and consolidated some great wins. We extended our relationship clients on different fronts. Initially, April and May was tough then slowly things picked up. During the lockdown too, we won a business, which was great. We have been aggressive and held on to our existing businesses.

    So, approximately 15 per cent of the total revenue this year is coming from the new business wins.

    On margins for creative agencies this year.

    For the first two months (April – May), margins took a dip but we took cost-control measures and overall we have done a good job. Now, more or less, we are back to the pre-Covid levels.

    On top priorities for dentsu Impact this year (once Covid hit).

    Business continuity and people were our biggest priority. We have a way of working in advertising which was not going to be the same as people were moving home. We had to set up connectivity, machines in people’s houses, and most importantly had to deliver to clients because we are committed to them.

    The second was people as they were going into different scenarios of work as to how you could keep everyone engaged.

    On the future of agency culture.

    If I say everything is normal and right, it would not be true. Some people who joined after lockdown, I have only seen them on video calls but haven’t met them in person. I love to meet, interact and discuss things with people and I honestly miss that. We are finding ways to do different things. For instance, we had some amazing pitches during this time and I could not imagine us pitching so fantastically where everything went like clockwork. For sure its not 100 per cent normal but the fun is in inventing new things right now.

  • Pepsi continues to advertise its lower SKU prices

    Pepsi continues to advertise its lower SKU prices

    NEW DELHI: Pepsi been focusing on the reduced prices of its SKUs in its new ad campaigns.

    During the IPL, the brand released #BadiPepsiBadaSwag campaign with star endorser Salman Khan talking about how the 1.25 litre bottle now costs only Rs 50. The creative was pushed across all mediums and with Khan at the helm, the message reached to larger audiences.

    Now, the brand has launched an ad spot that aims to communicate that its 600 ml SKU is now priced at Rs 30 instead of Rs 35. Both the campaigns are under the #Swag umbrella.

    The new film showcases Shroff trying to impress Patani with the help of the new Pepsi friendship pack and oodles of swag. The duo engages in fun banter, with Patani saying at the end, “Impress hi karoge ya Pepsi bhi pilaoge.”

    The campaign is based on the simple belief that friends come together and look for effortless ways to add memorable moments to each other’s life.

    PepsiCo India director – marketing, hydration and cola Tarun Bhagat said, “Pepsi understands the pulse of the young generation and believes in creating campaigns that are most relatable to the youth. The new ad featuring Disha and Tiger reflects the confidence and irreverence that friends share between themselves. With the intent to celebrate the emotion of friendship, Pepsi has also launched a special pack that friends can enjoy together.”

    Shroff said, “It's an absolute pleasure to join Pepsi to celebrate the undying spirit of friendship and swag and to translate those emotions through our fun new film. It’s been great to share screen space with Disha and working with Ahmed sir is always an amazing experience."

    Patani added, “Everything about this new film is about swag and friendship. It is relatable, fun and will resonate with the youth. Working with Tiger and Pepsi has always been a wonderful experience and we are hopeful that our audiences will show love to this campaign as well.”

    The new campaign is amplified extensively across TV, digital, outdoor, and social media.

    Pepsi brought on Shroff, Patani and Khan as brand ambassadors in 2019 and has done a massive #Swag campaign with them.

    The films are clearly aimed at drawing a differentiation in terms of pricing with its arch rival Coca Cola, which sells its 1.25 litre SKU at Rs 65 and 750 ml SKU at Rs 40 in retail outlets.

    Traditionally, the two players have been in a fierce battle to acquire a leadership position in the market and spend huge amounts on marketing and advertising.

  • Asian Paints promises not only great painting, but a safe one too

    Asian Paints promises not only great painting, but a safe one too

    MUMBAI: Consumer requirements from their painting partners have evolved dramatically due to the ongoing pandemic. From finalising the perfect shade combinations, to following all the safety protocols and painting processes, to ensure a flawless look, the steps are numerous and chances of getting overwhelmed are fairly high.

    Asian Paints understands these evolving requirements and consumer concerns on painting their homes amidst the pandemic well. Hence, it has offered consumers a supervised ‘Safe Painting Service.’

    With Asian Paints Safe Painting Service, one can be rest assured their home is in safe and expert hands. This service provides a dedicated supervisor who ensures all safety protocols are maintained, and thorough site sanitisation is conducted. Under his supervision, the team of painters use the latest mechanised tools to deliver a flawless finish.

    In a brand new TVC developed by Ogilvy Mumbai, this proposition is told through a funny story of a couple, their inquisitive neighbour and the Asian Paints Safe Painting Service Supervisor who is taking care of everything.

    The campaign, devised for consumers in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana, has a mix of TVC, trade, digital and social media assets.

    Asian Paints MD and CEO Amit Syngle said, “Asian Paints has always been at the forefront of ensuring a hassle-free and great painting experience. With this new TVC, we want to ease all concerns people may have with respect to painting their walls and giving their homes a beautiful new look, without any apprehensions and with complete peace of mind. People can be rest assured that with a trusted brand like Asian Paints, the Safe Painting Service is the best in safety standards and home aesthetics. They can reimagine their homes and make them breathtakingly beautiful for the festive season.”

    Ogilvy CSO Prem Narayan said, “There is a strong emotional need amongst people to paint their homes to brighten the spirits and bring happiness. However, there is also the need of getting it done safely. Asian Paints fulfils that need brilliantly through the Supervised Safe Painting service. Its real differentiator is the 'supervisor'. Someone who takes the worry of ensuring things are done properly and safely, on their shoulders, rather than leave it to the customer. This advertisement builds on a local phrase ellam avar pattupar, which is used colloquially to say 'HE' will take care of everything. We feel communicating this will create awareness and convince a lot of people in Tamil Nadu to paint their homes now and bring the brightness and happiness they so eagerly seek leading up to Pongal.”

  • Standard Chartered Bank is #HereForGood of the marginalised

    Standard Chartered Bank is #HereForGood of the marginalised

    NEW DELHI: Standard Chartered Bank recently launched its #HereForGood campaign, featuring brand ambassador Anushka Sharma, which represents the bank's belief of going beyond banking to do good. The film highlights the four key community service initiatives undertaken by the bank that have impacted over four million lives till date. 

    Seeing Is Believing is a programme that makes eye care accessible to low to middle income communities in their fight against avoidable blindness. Standard Chartered opened around 135 vision centers and conducted over 2.36 million cataract surgeries, benefitting close to 14 million people. 

    WASHE (Water Sanitation Hygiene and Education) aims to provide access to clean water, sanitation, and education to adolescent girls in municipal school. Under the initiative, 64 solar water ATMs have been installed across seven states to provide clean drinking water to drought prone areas. 

    Futuremakers is a global initiative that focuses on enabling the next generation to learn, earn and grow. The bank’s helping in providing education and life skills to over 1,30,000 adolescent girls. 

    It also deployed a three-pronged approach to combat the effects of the Covid2019 pandemic on the marginalised communities who depend on daily labour for their survival. The bank provided rations and meals to over a million underprivileged people, particularly migrant labourers and visually impaired women, girls, as well as their families, along with donating 13,000 PPE kits to doctors and health workers fighting the pandemic on the frontline. 

    The film was conceptualised and executed by digital marketing agency, Kinnect.  

  • Godrej Ezee partners with IMD for Ezee Hugs initiative

    Godrej Ezee partners with IMD for Ezee Hugs initiative

    NEW DELHI: Godrej Ezee liquid detergent is back with the eleventh edition of Ezee Hugs, an initiative aiming to provide warmth to underprivileged children during harsh winters. This year, Godrej Ezee has partnered with the Indian meteorological department (IMD) for a first-of-its-kind campaign. 

    As part of the association, IMD will provide severe cold weather forecast and guidance to Godrej Ezee in Delhi, Lucknow, Allahabad, Panchkula, and Kolkata. The met department will use its available data to identify areas and localities in these cities expected to witness severe cold waves. Once the exact locations are identified, Ezee along with CRY (Child Rights and You) will reach out to underprivileged children living in those areas and give them new sweaters. 

    The IMD predicted that 2020 is likely to witness colder and harsher winters, especially in north India. The period of occurrences, intensity and locations of cold waves vary season to season. In major cities and urban clusters, study also shows high variation in intensity of the cold waves due to urban heat island effects. Over the years, Godrej Ezee realised a scientific mapping of severe winter-prone areas will lead to a precise targeting of beneficiaries. Understanding of real-time occurrences of cold waves and associated wind-chill for urban areas, will ensure a timely impact of Ezee Hugs. The association between Godrej Ezee and IMD is a step forward, to make sure Ezee Hugs reaches the beneficiaries more accurately in localities and vicinities facing severe cold waves within cities.  

    Godrej Ezee will also contribute Rs 1 on purchase of every 1kg bottle and will donate the proceeds towards buying new sweaters for underprivileged children. The brand has also added an interesting digital leg to the cause, wherein one can simply post using hashtag #WarmEzeeHugs. For every 10 shares of the post, the brand will donate a rupee towards Ezee Hugs. This makes it convenient for people to donate, they can simply post using the hashtag or purchase a bottle of Ezee. This initiative will also be promoted over a two-month period through traditional, digital and social media.

    Godrej Consumer Products Limited (GCPL) CEO – India & SAARC Sunil Kataria said, “Ezee Hugs, which began in 2011, has grown over the last 10 years with the support of multiple stakeholders. We are pleased to partner with the Indian meteorological department for weather guidance of the colder spots within cities.  This is a first-of-its-kind association where scientific expertise will be leveraged to alleviate winter-related hardships of thousands of underprivileged children. Our CSR initiative will reach the severe cold wave areas as per real-time occurrences as guided by IMD. Our continued partnership with CRY will be critical for last-mile delivery of woollens for children across the identified areas. We are making Ezee Hugs a people’s movement.”

    CRY regional director – west Kreeanne Rabadi said, “This winter, the pandemic combined with the cold has brought many challenges for the marginalised children and communities that CRY serves. Godrej Ezee has brought some joy and warmth to their lives by providing 15,000 sweaters to our projects in Kolkata and north India. We are so grateful to Godrej Ezee for their generosity and for partnering with us for the second year in a row.”

    Every year, thousands of underprivileged, school-going children bear the harsh winters without the warmth of woollens. Godrej Ezee has been building awareness about these winter-related hardships and alleviating them with this social initiative. Over the years, Ezee Hugs has spread warmth by urging people to donate their woollens for children and spread the joy of giving through this initiative.

  • What happens when Google Assistant eats a 5 Star?

    What happens when Google Assistant eats a 5 Star?

    NEW DELHI: Over the years, Cadbury 5 Star has come up with a few memorable campaigns that immediately lights the bulb of brand recall among consumers. From the humorous Ramesh-Suresh TVCs to the quirky Do Nothing films, the brand always thinks up something out of the box. Now, Five Star has partnered with Google Assistant for its latest campaign ‘Ok Google Eat a 5 Star’. It urges audiences to say eat a 5 Star on their Google Assistant, which then further activates the Do Nothing mode on the device.

    Once the mode is activated, every further command that you give to it such as open app, call a friend, find a number etc is reverted with a different message that actually asks you to stop, take a break and chill for a bit.

    The assistant reacts differently to different users. The idea was to come up with personalised answers for the audiences.

    The innovative campaign is executed by Wavemaker India, Ogilvy India and team Google, and is being amplified via social mediums.

    The brand has also released a film for it.

    5 Star first launched its Do Nothing campaign in early 2020. The film opened with an aged woman asking a young boy to pick up her walking stick that's falls on the road while she is sitting on a roadside bench. Lost in the 5 Star bar he’s eating, he responds with 'Ji Maaji' but does not move. As the old lady gets up to pick the stick herself, a grand piano falls at the very spot where she was sitting. The lady ends up thanking the boy for not doing anything.

    It launched another film in September where in an office scenario, three young executives are working late with their boss at night. The latter cracks jokes and the first two execs share a laugh, however, the third exec is preoccupied with his 5 Star bar and forgets to pretend to laugh at the jokes. In the end, he is relieved of his duties and gets to return home while others continue to work. 

  • Dolby forges deeper connect with Indian consumers through new film

    Dolby forges deeper connect with Indian consumers through new film

    NEW DELHI: Dolby Laboratories has released a new campaign in India – Dolby Everywhere, aimed to educate consumers about the Dolby difference available in the living room, at work, in the cinemas, or on the go. The film creates awareness about lifelike experiences in Dolby, by connecting with consumers through their passion points like TV, movies, sports and music. It spotlights and explores the relationship and connection between the fan and the creator. 

    The campaign has been directed by Aman Sachdeva with co-director (on the ground for music scene)  Mukesh Prajapathi. The film tracks a day in the life of a consumer, and how Dolby brings alive experiences you love – on the go, at work, in your living room or at the cinemas.

    Dolby Laboratories director marketing – India Sameer Seth said, “Our singular goal is to offer experiences that bring entertainment to life be it at the cinemas, at home, on the go or at work. And this is what our campaign showcases through consumer passion-points like TV, movies, sports, and music.”

    Today, the consumer wants to discover content and have a premium entertainment experience, as it enables them to strike a deeper connection with TV shows, movies, sports and music they love. With increased awareness of their content consumption needs, consumers seek immersive experiences like never before. This is how Dolby revolutionises the science of sight and sound through its innovative research and engineering, empowering creatives to elevate their stories, and offering fans unforgettable experiences.

  • Bikano elevates the humble ‘moongphalee’ with Peanut Ball

    Bikano elevates the humble ‘moongphalee’ with Peanut Ball

    NEW DELHI: Taking the humble peanut and elevating it to suit classic and contemporary taste buds, Bikano has introduced Peanut Ball, another mouth-watering offering from its stables.

    When it comes to this peanut-based snack option, “taste lies at the core”, thereby delivering what a really foodie wants.

    “By improvising the humble peanut into Peanut Ball as one of the crunchiest and tastiest peanut-based snacks, we wanted the snack lover to really relish and feel the crunchiness with every bite that he takes. At the same time, the spiciness of it would give an instant punch and impact of eating something extraordinary to those eating it,” said Manish Agarwal, director, Bikano Group.

    “In India, eating moongphalee or peanuts has been a cultural thing. Not only do we eat peanuts during the evening hours for a light snack, we often discuss several day-to-day matters with relatives, friends and colleagues while peeling off peanuts and tossing those little nuts into our mouths. To that extent, the carefully prepared Peanut Ball literally turns out to be your food for thought,”  added Agarwal.

    Given the popularity of peanuts, the brand has priced the Peanut Ball reasonably at Rs 10 only. With a view to ensure its widest possible availability, the product has been stocked across the company’s general and modern trade network.

    The Peanut Ball is the latest addition to Bikano’s extensive product portfolio. Last month, the brand successfully launched its line of flavourful and healthy multi-grain chips.

  • Facebook continues its support to small businesses with Nayi Shuruaat

    Facebook continues its support to small businesses with Nayi Shuruaat

    New Delhi: A large part of the Indian economy depends on the small and medium enterprises that are present in every nook and corner of the country. They contribute a significant amount of money in direct and indirect taxes and help in rotating the wheel of the financial world. More often than not, these entrepreneurs rely on word-of-mouth branding, perform reasonably well in their domain, and have a modest base of loyal customers. However, they face a huge challenge when it comes to scaling their businesses outside a specific boundary or to multiple states. They do not have strong budgets and reliable teams to handle the advertising and demand it generates. However, digital medium has helped them in solving this problem to a large extent. During the initial days of Covid2019, many of these players lost a huge chunk of business as shops were closed and most customers turned to e-commerce. Amid such times, many of them turned to digital to find new buyers. They started advertising on mediums such as Facebook, Instagram and others to find like-minded customers and connect with them.

    In light of this, Facebook is working towards bringing these entrepreneurs and professionals to its platform and helping them amplify their business.

    To celebrate such entrepreneurs and small businesses, the social media giant recently launched the Nayi Shuruaat campaign. It aims to celebrate the resilience small and medium businesses have shown to pivot and make a nayi shuruaat (new start) amidst the biggest crisis the world has seen in recent times. The initiative lauds real stories of optimism, strength, and economic recovery from across the country.

    Facebook India director, small and medium businesses Archana Vohra said, “Facebook’s goal has always been to enable new opportunities for businesses, especially for the more than 60 million small businesses across India. In the face of so much uncertainty, we’ve remained inspired by how small businesses have reinvented themselves by moving online – many for the very first time. Every day we see amazing examples of SMBs using the Facebook family of apps to pivot, and make a new start, and grow through this particularly challenging time. This film is about celebrating their economic recovery and nayi shuruaats, and we hope that their resilience will inspire millions of other small businesses and entrepreneurs across the country.”

    The film focuses on three unique small businesses – The Moms Co that sells toxin-free mom and baby products, coffee brewing small business Sleepy Owl, and Doodlage, a sustainable fashion brand.

    While coming from distinct industries, all three businesses bounced back from the pandemic by leveraging the strength and reach of their Facebook and Instagram communities. 

    "We started The Moms Co three years ago with a Facebook post, and built a strong community of mothers across India that has helped us become a leading brand for natural, toxin-free, and safe personal care products for moms and babies. Covid brought our expansion plans to a sudden halt, forcing us to re-evaluate our strategy and figure a way to make a new start amidst the new normal. We turned to our Facebook and Instagram communities to grow in these times. Over the last few months, we've done regular engagements, interactions, and Lives to engage, learn, and even institute new product development processes. We've seen our business grow 200 per cent over pre-Covid levels, and Facebook has been central to this," said The Moms Co co-founder Malika Sadani.

    Doodlage co-founder Kriti Tula said, "Doodlage was born with the dream of bringing together fashion and sustainability. The drive behind Doodlage resonated with people on Instagram. Our products are made by upcycling factory waste, recycling second-hand clothing and industrial waste. When Covid struck, many brick and mortar stores we stock at struggled or went through a worse fate. Connecting with our digital consumers became more important than ever. Our business has grown three times of what we were before the pandemic, and our usage of Facebook and Instagram has more than doubled in this span. With the support of our community on Instagram and Facebook, we were able to bounce back in these tough times, and deliver not just across India but also expand to Australia, Dubai, Singapore and Europe.”

    "Sleepy Owl started with the vision of building an indigenous coffee brand in India. We're a digital-first brand and while starting out used the Facebook platform to build the brand and spread awareness. Our community on Facebook and Instagram helped us grow from a small kitchen in Dwarka, Delhi to retail shelves across India. But when the world shut down, our Facebook and Instagram community came to our help yet again, helping us make a new start. Since March, we've used Facebook and Instagram a lot more than we did before the pandemic; we've reached new customers and coffee-lovers, taken orders online, and served more 150,000 cups on the back of digital," said Sleepy Owl co-founder Arman Sood.  

    The Nayi Shuruaat film has been made by Wunderman Thompson and the campaign will run across print, digital, and television.

    In the last few months Facebook has also taken numerous steps to support the economic recovery of small businesses. As part of its $100 million global grant for small businesses, the company announced a $4.3 million grant for small businesses in India. The social networking platform has also taken its industry leading skilling programs online to provide continuous support to small businesses through the pandemic.

    Its flagship skilling program ‘Boost with Facebook’ is now being delivered through Facebook Lives in both English and Hindi to reach out to a larger audience. The company recently rolled out a local SMB Guide in Hindi and English to help small businesses move online seamlessly reaching out to 9 million small businesses across India.

    This year, a key focus for Facebook in the Indian market has been bringing small businesses onboard its platform in order to help them expand their businesses. These businesses do not have the resources and capacity to spend heavily on ATL, BTL advertising. Hence, Facebook aims to bring them online where they can leverage digital advertising and spend according to their appetite and reach the audiences they wish to connect with.

    Over the last couple of months, the brand has launched several ads in its More Together series where it showcases how people can use their connections to do more. It has focused on how people have helped small businesses sustain during this period.

    On Diwali, it launched a seven minute film where it showcased how a young entrepreneur helps sustain as many households as possible through the hardships of the pandemic via her dairy venture. The film beautifully showcases how the employees make use of Facebook to amplify their message and attract new customers.

    A lot of entrepreneurs are already advertising on Facebook to expand their business. If the brand can get more people to join the platform it will definitely have a huge impact on its revenue. Simultaneously, the platform will also have to continuously innovate to ensure that people connect more on the social media platform and its audience base continues to increase.

  • Paree & Pyaar Tune Kya Kiya team up to bust menstruation taboos

    Paree & Pyaar Tune Kya Kiya team up to bust menstruation taboos

    NEW DELHI: Homegrown sanitary pad brand Paree has associated with Zing TV’s No.1 fiction show Pyaar Tune Kya Kiya as their title sponsors. The integration with the series is an attempt to reach out to the youth and encourage open dialogue about periods and the real issues faced by women such as heavy flow, mood swings etc.  

    Pyaar Tune Kya Kiya is an entertainment show which clearly depicts the problems faced by the youth and how the right understanding and support from their family and peers is important. This association exemplifies the synergy between the two brands and the belief and vision they carry.

    The series beautifully captures the true sentiments of the protagonists having a candid conversation on periods, and understanding the physical and mental discomfort of heavy flow, cramps and PMS. Whether it is an interaction between two girl-friends where one advises the other to use Paree Sanitary Pads for her heavy flow; or between a girl and boy where the boy buys Paree Sanitary Pads for the girl and becomes an active part of the period conversation, these episodes depict the progressive outlook and approach towards periods.

    ZeeL CGO Ashish Sehgal said, “We are delighted to associate with Paree for this season of Zing's flagship property – Pyaar Tune Kya Kiya – a show which has received immense love from the youth over the last six years and 10 seasons. This association attempts at raising awareness levels on menstrual hygiene issues and reducing inhibitions among the youth, resulting in much-needed conversations on the topic and is a great example of the value that Zee delivers through its unmatched customer-centric solutions."

    “Pyaar Tune Kya Kiya is a show that is attuned to the pulse of the young generation. Similarly, we at Paree understand the many avatars of modern Indian woman and bring products that make a positive difference in her life.  So, this association is a coming together of  two such voices to present a progressive take on menstruation,” said Paree founder CEO Sahil Dharia.

    Pyaar Tune Kya Kiya is a 15-episode show, where Paree has been integrated in five episodes that focus on different kinds of love stories. Each episode has an hour long run time, and airs every Saturday 7pm on Zing.