NEW DELHI: If life were a video game, Indian roads would be Grand Theft Auto. Because how often have you witnessed rash driving, red light jumping, speeding, been involved in a fender bender, or worse? And for most people, the customary response to being embroiled in a traffic dispute is anger. As per 2015 statistics released by National Crime Records Bureau (NCRB), 4.09 lakh incidents of road rage took place on Indian roads.
In this regard, the #BeTheBetterGuy – Road Safety initiative is a continuous effort from Hyundai Motor India to spread awareness and sensitise masses about the importance of road safety. It recently commenced phase four of the #BeTheBetterGuy movement. The initiative highlights the road safety practices through innovative and engaging content to bring behavioural change among all the stakeholders.
Additionally, the recently launched 'Respecting the New Normal' campaign strongly advocates safe driving practices, maintaining hygiene and social distance, cultivating the habit of wearing masks when driving or riding in the car, and periodic car sanitisation for safety.
Hyundai Motor India MD and CEO SS Kim said, “Realising our vision of ‘Progress for Humanity’ we are committed to curating unique social messages that instil Road Safety habits amongst individuals. The #BeTheBetterGuy campaign has become instrumental in generating the much-needed impetus towards road safety. In the new normal where the preference for personal mobility has gained more importance, it becomes even more important to sensitize the millennial generation about road safety.”
#BeTheBetterGuy road safety initiative is a flagship campaign of Hyundai Motor India since 2016 highlighting the need to observe safe driving habits such as following speed limits and traffic rules, avoiding the use of mobile phone while driving, usage of the seatbelt, avoiding drunk driving, discouraging underage driving and pedestrian safety.
Past three phases of #BeTheBetterGuy were a huge success, winning several accolades from eminent Indian media. Under the ‘Safe Move’– Road safety initiative, Hyundai is also conducting programs with RWAs to enhance awareness and understanding of road safety rules, thereby helping create a safe and happy society, where both drivers and pedestrians can enjoy a safe environment.
NEW DELHI: Tata Tea is synonymous with its activism-led campaign – Jaago Re – that ran for nearly a decade and focused on multiple issues and subjects. It looked beyond the functional aspects of the tea advertising category and focused on self-actualisation – increased civic consciousness and political awareness — that a morning tea could offer its consumers. Undoubtedly, the campaign won over the audiences and gave a huge fillip to the brand in terms of brand recall and a strong market reputation.
After a decade of Jaago Re campaigns, the brand decided to move a step forward and take a hyperlocal approach to its marketing strategy, shifting the needle from not just celebrating ‘India Pride’ but to also evoking ‘Regional Pride’. With this, Tata Tea Premium aims to usher in a new era of hyperlocal advertising and communication in the FMCG category and stay away from the clutter.
In its quest to celebrate regional pride, the brand has recently launched its latest film focusing on Odisha. It illustrates how the people of Odisha don’t indulge in unnecessary confrontation but shows them taking charge when it counts.
The proposition of the campaign is ‘Kadak Iraadon vale Odisha ke liye Kadak Assam Chai’.
Designed and conceptualised by Mullen Lintas, the film is set around the story of an Odia police officer. It opens with a mother and her son who are trying to take their scooter out of their own house but. due to their neighbours car being parked outside their gate, are unable to do so. While the son is livid as this keeps happening time and time again the mother does not want to get into needless arguments and would rather let it go. The turning point in the film comes when she gets an urgent call and has to rush to the office. It is seen that this woman is a police officer who has arrived at the police headquarters for a briefing to evacuate stranded people from a life-threatening cyclone. She shows her grit, bravery and strong resolve by leading the evacuation and getting people to safety.
Once she has achieved this incredible feat we see her in the kitchen where she boils herself a cup of Tata Tea Premium. Her son then shows her a front-page article in an Odia newspaper where she is featured for her valour.
Tata Consumer Products SVP marketing packaged beverages – India Puneet Das, said, “Our tea expertise has been catering to the local taste preferences and we are known for offering blended basis consumer taste preferences in various geographies across India. Today, while being Desh ki Chai, Tata Tea Premium celebrates the kadak spirit of Odisha and has showcased this pride of Odisha in its new packaging and communication, which is made especially for the region.”
Earlier in 2019, the brand launched two campaigns around Delhi and UP. The two films focused on the cultural nuances of the two states and showcased how the people of the region are stereotyped. The UP film focused on power while the Delhi film focused on the city’s swag and how rich it is at its heart.
It also launched state-specific packs featuring the ghats of Varanasi, Taj Mahal, dances, as well as iconic places and features of the capital, like the Delhi Metro and others.
With the launch of the Odisha creative, the brand has clearly shown its intentions to build this hyperlocal campaign.
Tata Tea comprises several brands – Tata Tea Agni, Tata Tea Elaichi, Tata Tea Premium and Tata Tea Gold. It is one of the biggest brands with a countrywide distribution. India is a tea-loving nation and nearly one out of every three people drink tea. It is estimated that 1.10 million tonnes of tea was consumed in 2019 and the market is only poised to grow in the coming years. Also, India is one of the biggest tea-producing countries.
NEW DELHI: Seagram’s Royal Stag has provided a global outlook to its philosophy of ‘Make it Large’ with a powerful new campaign that inspires audiences to achieve their dreams. Top global icons like Ranveer Singh, Rohit Sharma, Jasprit Bumrah, Kane Williamson, McDonald Wanyama, Diva Dhawan, and Young OHM have come together to put out a thought-provoking message – ‘Can a world that thinks large, ever be small?’
The film pivots on the narrative that pursuit of success has no boundaries and ‘large’ is limitless. This campaign has a special relevance now, for a world that thinks ‘large’ will emerge even stronger in these trying times.
The new campaign was conceptualised by Ogilvy India, directed by German director Julian Ticona Cuba, in partnership with Estonia-based production house Munchhausen, and shot across four countries. Adding to that, protagonists from six countries came together to make it a truly global film. The new campaign would be amplified via a 360-degree media plan.
Pernod Ricard India CMO Kartik Mohindra said “Royal Stag has always been an iconic brand with a young heart that motivates people to dream, achieve and make it large in life. Our latest campaign captures the spirit of today’s generation which does not hold back, embodies self-belief and is willing to go the distance to fulfil their dreams. The film captures this spirit and depicts how achievers from across the world rally around this inspiring philosophy.”
Ogilvy India CEO Kunal Jeswani said, "Can a world that thinks large, ever be small? The world is full of opportunity and when each of us strive to fulfil our potential, we live our lives like they were meant to be lived. Large.”
NEW DELHI: Footwear brands Aqualite has launched its new brand campaign #ComfortDikhtaHai targeting Indians across diverse age groups. The new TVC showcases the Aqualite's range of PU, EVA and printed hawai chappals, and highlights the brand’s commitment to comfort and style.
With an aim to reach out to masses across all languages, the lyrics of the new ad campaign have been written by acclaimed lyricist Javed Akhtar. The jingle will be available across multiple languages with renowned Bollywood artiste Piyush Mishra singing it in Hindi, Zubeen Garg in Assamese, Roopam Islam in Bengali and the multi-talented LV Revanth singing it in Tamil, Telugu and Malayalam.
#ComfortDikhtaHai marketing campaign has been developed and conceptualised by Kolkata-based ad agency Shreyansh Innovations. The 60 second TVC will be aired in major TV channels, and will further be leveraged through other mediums including print ads across national publications, along with outdoor and BTL level activations in Bihar, UP, and in store communication.
Aqualite MD Davinder Kumar Gupta said, “Over the years, Aqualite has invested in understanding the needs, tastes and preferences of Indian customers. Aqualite Research Institute is a testament to our commitment to our Indian customers who are looking for comfortable footwear. At the Aqualite Research Institute, our experts scientifically study our customers' feet and develop products which are not only affordable and made of high quality but are also skin friendly, cost effective and have perfect pattern and size.”
He further added, “The thought behind #ComfortDikhtaHai campaign is to highlight Aqualite’s commitment to deliver best comfort for your feet. The campaign resonates with our motto of bringing comfortable footwear to Indian masses anywhere and everywhere.”
Light House Funds partner Sachin Bhartiya said, “As strategic partners to Aqualite, we are positive that the company’s commitment on comfort, innovation and quality will make them one of India’s most trusted and admired footwear brand. Through its contemporary footwear that sets benchmarks in comfort, affordability and style, Aqualite is empowering Indian masses across the country. The #ComfortDikhtaHai campaign will resonate with consumers since it stands for what the brand has been consistently focussing on for all these years.”
Shreyansh Innovations creative head Debdarsan Dutta said, “Our main task was to make the core Aqualite benefit of comfortable footwear resonate with the masses. We sought to do it by eschewing the much-bandied celebrity endorsement route and stand out from the clutter by representing our comfort premise through the relatable visual metaphor of a cushion / pillow. Adding to this visual delight, the comfort story is further complemented by a likeable audio track. We are confident that #ComfortDikhtahai will sit as comfortably with our audiences as Aqualite footwear does on your feet.”
MUMBAI: The Covid2019 pandemic was a particularly dark time for students. With schools shut, the only effective and safe mode of imparting lessons was through online lectures. But due to lack of adequate facilities, infrastructure or means of family income, not every child could avail the benefits of digital education. In light of this, influencer marketing company Word has teamed up with the NGO Teach for India for the #SpreadWordSpreadLove campaign, which aimed to facilitate education and amenities for the under-privileged students to achieve a brighter future.
Started on 9 November, this social-media driven donation drive culminated on World Kindness Day i.e. 13 November and was deemed to be a massive success.
Word x Teach For India encouraged their audience to be a part of something meaningful by giving students of Teach For India digital access to education. Not only that, almost 20+ content creators and celebrities like Dia Mirza, Aisha Ahmed, Tridha Chaudhary, Karan Dua, Sana Khan, Sameera Reddy and more stepped forward to #SpreadWordSpreadLove for this noble cause. All the proceeds garnered from this donation drive will go towards the students at Teach For India to make their year memorable by providing learning devices to facilitate online learning.
Word & Alchemy Group COO Dharika Merchant said, “This year has been a roller coaster ride for many – be it from losing a source of income to lacking basic amenities to learn at home. A lot of unfortunate families have had to face hardships owing to the pandemic which has hampered the growth and learning of students across the country. Therefore, this World Kindness Day, we at Word decided to do a kind gesture by influencing goodwill and bringing in the festivities for the under-privileged children. Our network of social media influencers also decided to contribute their bit to our noble cause and spoke about this initiative across their social media channels in order to encourage donations amongst their audience. We are thankful to each of one of you for stepping forward and contributing towards this cause because each donation counts. “
She further added, “#SpreadWordSpreadLove has been a massive success and highlights the essence of giving back to society. Logging thousands of keen donors from the campaign with people coming out in abundance to support this cause. This initiative is also an epitome of what a successful Instagram driven campaign looks like – with 66 per cent of the total donations rerouted through content pieces on Instagram.”
This campaign highlighted the travails faced by less fortunate students in attaining access to proper education and was aimed at raising awareness about giving back to society on the occasion of World Kindness Day. The power of social media influencers coming forward to support this initiative has helped raise more donations because when the influencers talk – their followers really listen.
MUMBAI: JK White Cement is reinventing the building materials communication space through its quirky new campaign series #MaxXHaiNa!
Through the superlative use of humour, visual content and music in its marketing salvos, JK Cement has been challenging conventions as far as the perception of the cement industry is concerned. In a similar fashion, the #MaxXHaiNa comprises a series of digital first short format ad films, along with the digital brand mascot Mr. MaxX – the problem solver for every home improvement need. This campaign finds resonance with and reinforces the recent rebranding initiative of bringing all the brands of JK White Cement under the ‘MaxX’ umbrella.
The ad films showcase some of the products in the brand’s portfolio – JK Cement WallMaxX (wall putty), JK Cement PriMaxX (wall primer) and JK Cement TileMaxX (adhesive and grouts). All the products in the MaxX bouquet are an extension of JK White Cement’s core brand messaging i.e. delivering the maximum in everything it stands for. The company is pro-actively reaching out and identifying consumer needs while understanding emerging patterns like digital and music, along with the reassuring tagline of Fikar Not, MaxX Hai Na (No fear, MaxX is here) to make its products more identifiable. The campaign is live across a mix of offline and online platforms including print and social media.
JK White Cement business head Niranjan Mishra said: “We, at JK White Cement, have always aspired to raise the bar by providing the best quality products and services. At the same time, we have continued to reinvent ourselves, keeping abreast with the changing market dynamics and consumer expectations. We have expanded and strengthened the JK White Cement portfolio with the aim of providing better than the best and bringing uniformity in our brand architecture. Our ‘MaxX’ family of products provide a one stop solution to the customers for all their home building needs.”
JK White Cement head – strategy & branding Nitish Chopra added, “With crisp digital ad films, intelligent content and catchy music forming the fulcrum of the campaign, "MaxX Hai Na” aims to reassure consumers, that no matter what their home improvement requirement is, the MaxX range of products is the solution. With a youthful and quirky tone, our campaign has been designed to be creative, yet contextual and the tagline Fikar Not, MaxX Hai Na is memorable as well as relevant.”
The digital trend has witnessed a swell owing to the pandemic hitting physical presence and marketing. In addition to conventional media which still forms an important medium for reaching the TG, these aspects of content marketing have been important establishing a consumer connect with the brand when physical presence is absent, and JK White Cement is putting all of these strategies to ‘MaxX’ use.
NEW DELHI: Supporting the launch of its new Zig Zag Anti-bacterial toothbrush, Colgate-Palmolive (India) has released a new campaign, featuring Bollywood actor Ayushmann Khurrana. The quirky ad shows Khurrana calling old toothbrush a 'taxi' for germs.
The campaign has been crafted by WPP's integrated communications agency RedFuse Communications. It aims to bring to life the idea of how a regular toothbrush acts as a carrier for germs to the mouth, establishing the need for Colgate Zig Zag Antibacterial toothbrush.
The film is slated to build experiences across TV, OTT, and social media.
Red Fuse ECD Delna Sethna said, “For new Colgate Zig Zag Anti-bacterial, the communication objective was to explain the advanced technology benefits very simply to everyone. With Ayushmann Khurrana as our ambassador, we are excited with the integrated campaign we created and executed across media, including this year’s IPL season.”
Colgate Palmolive is one of the bigger spenders on advertising in the industry. The company regularly creates campaigns and communications for its oral care segment to connect with the audiences. As per the recent reports, Colgate Palmolive spent Rs 164 crore on advertising in Q2
NEW DELHI: The markets are beginning to recover, especially during the festive season, as the customers are now keen to make purchases that have been pending for a long time. At this point, it becomes extremely important for everyone to support the local retailer that forms the back bone of the economy.
Cadbury India took a cue from this thought and launched a campaign ‘Iss Diwali Aap #KiseKhushKarenge?’ The idea is to turn this Diwali into the sweetest celebration of all times.
The company will further add sparkle to the festivities, with eCommerce-exclusive premium pack, Oreo Moments and Cadbury Cocoa’s #TheSweetestDiwali activation.
Continuing the legacy of ‘Kuch Achha Ho Jaye, Kuch Meetha Ho Jaye’, Mondelez India is taking a step further and leading by example by creating the most generous ad ever by reaching out to 1800+ local retailers, across 260+ pin codes, whose businesses are promoted locally through the latest Cadbury Celebrations ad and manifest the message of ‘Iss Diwali Aap #KiseKhushKarenge?
The ad leverages technology and AI to create India’s first hyper-personalised ad wherein during this ad, these stores will be featured against the product category for specific pin codes in Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow. The ad beautifully captures this by showcasing an Indian family rejoicing the occasion of Diwali wherein the woman of the house gifts something to every member of the family which is bought from the local stores. The film ends on a celebratory note and a thought-provoking message – ‘When all of us support our local stores, all of us can have a Happy Diwali’, thus, putting the spotlight on the act of generosity.
Mondelez India senior director marketing (chocolates) – insights and analytics Anil Viswanathan said, “Throughout festivities exchanging gifts and sweets holds a significant emotional value and embarks the beginning of a new era, and it makes us extremely proud about the fact that we humbly found a place in this small, yet important tradition. Moreover, this year, than any other warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity. Banking on the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, we are putting our best foot forward to inspire people to do what’s right this time by acknowledging people who helped us in difficult times. Whether it is weaving in ‘Mithaas’ into special occasions or adding a shimmer of cheerfulness to the joyous festivities, our much-loved snacking products have become an intrinsic part of every celebration and therefore, this year we’re furthering this effort by expanding our eCommerce premium portfolio to provide more choice to our consumers, along with many exciting initiatives across our brands, beyond just chocolates.”
The ad film definitely follows the PM Modi’s call to support the local artisans and retailers and move towards being #Atmanirbhar.
Someone watching in Golf Course Road, Gurgaon will receive and see this ad:
Someone watching in Mahalakshmi will see this ad:
Someone watching in Powai will see this:
This message is further being seeded through Cadbury Cocoa which is encouraging consumers to return the favour of goodness to their family members, who have always made their festivities more exuberant, with a ‘special mithai’ created using Cadbury Cocoa.
Renowned personalities like Arjun Kapoor and Yuvraj Singh will be seen depicting the act of home-baking a special recipe for their special someone to encourage people to walk an extra mile, be extra thoughtful and for a change, make the ones around you smile and turning it into #TheSweetestDiwali.
With safety becoming a non-negotiable priority for consumers, e-commerce is playing greater role in implementing contactless shopping. Cdbury India is creating more digital shopping opportunities to continue redefining the joy of gifting. The seasonal offerings under the Cadbury Gifting portfolio will be available across multiple channels like e-grocers, marketplaces, e-commerce websites, hyper-local and omnichannel retailers and the company’s own direct-to-consumer website – CadburyGifting.in, so that people can partake in celebrations, unhindered.
This festive season, the world’s favourite cookie brand – OREO, will continue to add more playful moments, through its special festive edition – Oreo Moments. The Oreo Moments gifting range has received great response over the last two years and the company has planned to scale up this year’s portfolio, in addition to launching an all new pack in the premium gifting segment under Oreo Cadbury Dipped Moments.
MUMBAI: To welcome the festive season, Groupe SEB India’s flagship brand Maharaja Whiteline, has rolled out a new TVC and digital campaign “Khushiyon Ka Homemaker”. Conceptualized by Mash Percept, the new campaign captures the current mood of Indian consumers who, despite the pandemic, are looking forward to the festivities with renewed optimism and hope.
This season is the most awaited time of the year across the country. The pandemic has impacted overall consumer sentiment; however, it has undoubtedly brought people closer to their families. Maharaja Whiteline has been one of the most preferred brands of Indian consumers and has been an integral part of their homes for over four decades.
This campaign effectively reinforces the communication theme “Khushiyon ka Homemaker” that the brand advocates, to embrace new experiences and progressive thinking which turn a house into a happy home. The story traces the journey of a young married woman in her new home, who is warmly welcomed by each family member as they play their respective part in the daily chores. As Indian consumers learn to live with the pandemic, the festive sentiment and celebration this year would have a similar level of delight as the past but will be demonstrated differently. Maharaja Whiteline aims to revive this festive cheer and establish a sense of optimism by connecting with consumers through this exciting new campaign which showcases its products as an integral part of everyday life as well as of celebrations.
Groupe SEB India marketing head Jasjeet Kaur said, “Home and relationships are front and centre of the festive season as Indian consumers find new ways to celebrate festivals with their loved ones. Our new ad campaign beautifully showcases how our products help celebrate “Happy Home Moments” and build relationships new or longstanding, formal or informal, near or far! The storyline resonates with every contemporary Indian family that has members playing their part in home-making. It has social relevance where roles are being reversed in modern Indian families, and home-making is not just for women to manage.”
Maharaja Whiteline is a small domestic appliances brand with an extensive portfolio across kitchen appliances, home appliances and garment care. The brand with its strength of above 40 years of understanding the Indian consumer combined with technical and innovation expertise of parent company Groupe SEB, has a strong footprint across India.
NEW DELHI: Nivea has launched a video campaign Taapsee Pannu to promote the revamped Nivea Milk Delights Face Wash, which encourages consumers to not just “face wash” but “milk wash” instead for a natural, healthy glow.
The digital film showcases the importance of milk as an ingredient that is more beneficial than a regular face wash in a fun tête-à-tête between two friends. Taapsee and her friend are hanging out together, when the latter asks the actor the secret behind her healthy glowing skin.
The 360-degree campaign conceptualised by FCB will be launched on digital platforms and will be further amplified through various other mediums.
FCB Interface ECD – Mumbai Rakesh Menon said, “Most face washes cleanse well but take moisture away from the skin, leaving it feeling dry. But Nivea Milk Delights adds nourishment and moisture to the skin, thanks to the milk. Through this campaign, we simply wanted to urge people to upgrade to this ‘Milkwash’ that is so much better for their face.”
Nivea marketing director Sachin Killawala said, “Friends are one of the biggest influencers in our lives while choosing personal care products and this campaign brings that alive in a playful manner. Through this communication, both visually and verbally, we wanted to showcase how Milk Delights facewash brings together the goodness of milk & home remedies for a natural, healthy glow.”
