ITV

Category: Ad Campaigns

  • Gemini Sunflower Oil’s at-home Ganesh Chaturthi campaign

    Gemini Sunflower Oil’s at-home Ganesh Chaturthi campaign

    MUMBAI: With festive season coming up, people are gearing up to celebrate the Ganpati Chaturthi, for the first time, in the era of the COVID2019. While pandemic threatens to be a dampener on the celebrations, Gemini® Sunflower Oil is looking to keep the festive spirit alive through its ‘Iss Saal har Ghar Pandal’ campaign. The objective of the campaign is to encourage consumers to celebrate the festival of Ganpati at home along with their loved ones, ensuring the safety norms are in place.  

    As part of the campaign, consumers of Mumbai and Pune can click a picture of the barcode of any Gemini oil pack and WhatsApp it on 8884000666. Subsequently, they will receive a 25 per cent discount coupon code through a WhatsApp, along with a weblink. The link will redirect them to the campaign website – www.geminicookingoil.expree.in where they can then purchase an eco-friendly Ganapati idol with the coupon code. Gemini Sunflower Oil’s team will deliver the idol to the consumer’s postal address in line with the safety norms. All Gemini Ganpati idols will be eco-friendly. This effectively means that consumers will be able to do the immersion in a pot or tub within the safe confines of their homes. This will ensure that the celebrations and immersion are both not just safe but also environment friendly.  

    Cargill’s oil marketing head Subin Sivan, said, “Ganpati is one of the most popular festivals in Maharashtra. As a brand that is rooted in Maharashtrian culture, Gemini has integrated itself with the Ganpati festival over the years. While a lot has changed this year due to the pandemic, we believe the festive cheer and energy during the Ganpati Chaturthi should not change. Our campaign ‘Iss Saal Har Ghar Pandal’ encourages our consumers to celebrate the festival at home keeping the original festive spirit intact.” 

    This campaign is also supported by B-town celebrities and influencers including Ritesh & Genelia Deshmukh, Priya Bapat, Sai Tamhankar, Amruta Khanvilkar, and Neha Pandse. They will help propagate the message of ‘Iss Saal Har Ghar Pandal’ through the campaign and encourage consumers to celebrate Ganpati with all the fervor at home while staying safe.  

    Wavemaker chief content officer Karthik Nagarajan said, “Ganesh Chaturti is an indelible part of the Maharashtrian culture and as the pandemic threatens the festivities this year, Gemini wanted to reassure its audience that the real spirit of the festival is safe in our hearts and homes. Hence, we came up with the idea of ‘Iss Saal Har Ghar Pandal’, which captures the current sentiments of the region beautifully. The film is a great testament to the spirit of Ganesh Chaturti, which is more than a religious festival in the region and also the long-standing cultural linkage of the brand to this market. We are deeply thankful to our wonderful client who inspired us to deliver this emotional film”   

  • Nestlé’s new campaign aims to brew energy and positivity

    Nestlé’s new campaign aims to brew energy and positivity

    NEW DELHI: Nestlè India's coffee brand NESCAFÉ has come up with a new campaign called, ‘Karne se hee hona hai,’ for the coffee lovers across the country. The existing environment, with its uncertainties, has shown that life is full of opportunities and surprises for those who wish to find them. NESCAFÉ with its latest campaign aims to encourage people to seize these opportunities and surpass the challenges of the current times with optimism, action and resilience.  

    The brand has always encouraged the youth to dream, act and achieve. With this outlook, during these trying times, NESCAFÉ aims to motivate millennials, broaden the skyline of their imagination and to mentally stimulate them to re-start their lives with renewed focus and energy.  

    Nestlé India director of coffee & beverages Sunayan Mitra said, “The spirit of determination and tenacity forms the essence of this campaign, wherein a mug of NESCAFÉ is an ally, in the journey towards purposeful living, irrespective of the circumstances. The challenges, as a result of the current crisis, are significant. However, it is also a chance for everyone to take a moment and look at the bigger picture, adapt to the new world, and restart lives through conscious action. NESCAFÉ, the purposeful ally, motivates and supports consumers in this endeavour, while they go about restarting their lives in the evolving reality with hope, optimism and positive actions.”

    McCann India CEO and chief creative officer Prasoon Joshi said, “At a time when India is restarting after a prolonged crisis, NESCAFÉ through this campaign speaks of the spirit of purposiveness and resilience. ‘Karne se hee hona hai’ – a phrase that captures the positivity, hope and the optimism of the youth and those who take it upon themselves to be at the forefront to restart, infuse life and purpose into their passion.”

    Created with an upbeat background score, the latest TVC highlights that even though life had seemingly come to a halt with more than 100 days of being inside, we must now get ready to restart it and find newer ways to drive ourselves to achieve our dreams and ambitions.

    The link to the TVC can be accessed here:  https://www.youtube.com/watch?v=hz01uvZK_tY

  • Gemini® Sunflower Oil launches #MaskBanaoMovement encouraging consumers to create and contribute homemade masks for the community

    Gemini® Sunflower Oil launches #MaskBanaoMovement encouraging consumers to create and contribute homemade masks for the community

    As India navigates the COVID-19 pandemic and with the economy opening up, local citizens wearing masks has become an essential part of their daily lives. Gemini® Sunflower Oil, the flagship brand of Cargill’s oils business in India and Maharashtra’s leading cooking oil brand has launched #MaskBanaoMovement with a new campaign. Gemini’s ‘Waqt Kuch Auro Ke Liye Banane Ka’ campaign is a rallying call to everyone to extend a helping hand by contributing masks to people in the community who lack access to them. This movement aligns with Gemini’s existing brand campaign ‘Waqt Kuch Apna Banane’ that encourages homemakers to chase their dreams and make something of their own.  In this case, we are encouraging them to help others by contributing homemade masks.

    This is a three- week movement starting from 12th June 2020 till 3rd July 2020. To execute this initiative, Gemini® Sunflower Oil is working with Concern India Foundation to collect the finished masks in Mumbai and Pune. Consumers can login to www.geminicookingoil.com where they can learn how to make masks at home through easy Do- It- Yourself steps and share their location details for collection. These masks will be collected from home and at the end of the campaign all the collected masks will be sanitized by Concern India Foundation and donated to the people in the community, who need them the most.   

    This #MaskBanaoMovement is supported by the TV personalities and influencers including Genelia Deshmukh, Sonalee Kulkarni, Swapnil Joshi who are actively involved in making masks and spreading the message.

    Speaking about the movement, Mr. Piyush Patnaik, Managing Director said, “Gemini® is a brand which understands homemakers and helps them free up their time and channelize it into something creative and enriching. In the current scenario, through the campaign ‘Waqt Kuch Auro Ke Liye Banane Ka’, we are encouraging consumers to support their community. We should undoubtedly come together and lend a helping hand to those who need it the most. Given the fact that wearing masks is a key part of our lives for the foreseeable future, this movement is aimed at encouraging consumers to be a part of this endeavor. Together we can overcome this unprecedented difficult situation.”

    Commenting on the initiative, Kavita Shah, Chief Executive Officer, Concern India Foundation said " We are happy to partner with Gemini® Sunflower Oil for the #MaskBanaoMovement. The movement has the potential to encourage us to participate and play a role for the greater good of the community. We are fortunate to take forward this opportunity to bring the masks created by women from the community to those who need them. We are sure this initiative will see a great deal of participation from consumers and their support will make the movement more impactful."

    With the view to make movement more impactful, Gemini® Sunflower Oil has curated an audio visual that pivots around a little child who is asking for his mother’s help with some stationery such as marble paper, glue, rubber band, and scissors, etc. Initially the mother assumes that her child is working on an art project; however, post taking a closer look, she realizes that he is trying to make a mask at home, for his family and those around him like the milkman, house helper, etc. The mother appreciates his thoughtfulness and alertness of the young one towards the community and eventually joins him in the task. The AV showcases the mother accessing Gemini’s website to understand the step by step process of mask making. The AV can be accessed here. 

  • WTF Sports Launches in India and Globally and appoints Harmanpreet Kaur and Suresh Raina as Global Brand Ambassadors

    WTF Sports Launches in India and Globally and appoints Harmanpreet Kaur and Suresh Raina as Global Brand Ambassadors

    WTF Sports, one of India’s biggest fantasy sports gaming platform has today formally announced their launch in India and Globally and appointed famed cricketers, Harmanpreet Kaur, the captain of the Indian squad at the ICC Women’s T20 World Cup in 2020 and Suresh Raina, the IPL superstar as Global Brand Ambassadors with the latter also joining the brand as a Strategic Partner.

    The announcement was made through a web conference with prominent cricket host, Vikram Sathaye moderating and hosting the webinar and Vinit Bhatia, Manit Parikh and Yash Kadakia Co-Founders – India and Global, WTF Sports introducing the cricketers as the Global Brand Ambassadors.

    The app currently hosts three major sports, multiple playing modes and exciting contests, ensuring that sports fans can get more skilful by letting them strategize and use their sports knowledge into rewarding behaviour. Users can create their own team made up of real-life players from upcoming matches, score points based on their on-field performance and compete with other fans. The app lets you manage your own team, mentor them and invite your friends to join in.

    Commenting on the launch and announcement Vinit Bhatia, Manit Parikh and Yash Kadakia, Co-Founders of WTF Sports – India and Global said, “We’re excited to launch WTF Sports and indulge the sports fanatic and have them use their sports knowledge. Harmanpreet and Suresh are some of the top players from the Indian cricketing world, they’re also great sportspeople, their energy, fierceness and strategic bent of mind is what makes them great Global Brand Ambassadors and they’re the perfect embodiment of the platform. It was also extremely exciting to have Suresh on board as a Strategic Partner with us and help us evolve the platform as we go along.

    Talking about the association, Harmanpreet Kaur, Global Brand Ambassador of WTF Sports said, “WTF Sports was the perfect fit with me, I can use strategy and my experience while playing, I’ve actually learnt to strategize better as I’ve played along. Additionally, when we were under lockdown and I couldn’t really practice, it was fun to come on the platform and feel like I’m still playing.”

    Suresh Raina, Strategic Partner and Global Brand Ambassador of WTF Sports said, “It is exciting to be a part of a fantasy sports platform like WTF Sports not just as an ambassador but also as the strategic partner, it is everything that I embody and what I believe in, it’s fierce, fun and competitive.”

  • Cadbury and Ogilvy’s ‘Heart Felt Thank You note’ print campaign

    Cadbury and Ogilvy’s ‘Heart Felt Thank You note’ print campaign

    NEW DELHI:  In today’s world, when digital is increasingly becoming the media of preference for brands, Cadbury and Ogilvy gave a refreshing twist to a classic way to reach out to 3.2 million people with a full page print ad that gave each reader a chance to fill in their personalised Thank You, for each person who makes their lives easier each day.  

    The print ad plays on the insight that everyone has their own unique heroes who make their lives smooth and easy but usually go unnoticed. The copy takes the reader through a typical day in their lives and the people in it – The maids and cooks who pack their dabba, the rickshaw wala who's a friend now and doesn't say no to them, the office admin staff who organises their desk and heats everyone's dabbas, the society watchman who keeps a close eye on the kids playing around – leaving the blanks for the readers to add the names of the ones who play these roles in their lives, making each ad personal for each reader. 

    The ad was released in 5 languages in 7 publications, to enable regional relatability and personalisation. 

    The print ad is a part of the ongoing Cadbury Dairy Milk campaign #SayThankYou, which acknowledges the generous spirit of these unacknowledged heroes in our daily lives and melts the power distance between two individuals – between those being served and those serving. As a part of the initiative, Cadbury has partnered with Nirmana, an NGO that aims to empower unorganized sector workers to help sponsor over 17,000 daily wagers. 

    Mondelez India director, marketing (chocolates) Anil Viswanathan said: "In line with our proposition of inspiring generosity and connecting people, we have activated the Thank You campaign in May which involves a multimedia campaign across all media touchpoints. This print campaign aims to inspire people to “acknowledge the unacknowledged” – those who keep our lives ticking every day and whom we often forget to thank. We want people to be actively engaged in this idea and actually take action. From our end, we also want to contribute to this unacknowledged workforce and proceeds from the sales of our Thank You Bar will be used to secure Insurance for domestic workers in partnership with an NGO, Nirmaana."

    Ogilvy India (West) chief creative officer- Sukesh Nayak said: "Fill In The Thanks’ is not just a print ad, it is a customised, personal thank you note for every reader. Igniting the spirit of acknowledgement of people in our lives who make our life magical."

    Ogilvy executive creative director- Neville Shah said, "The idea makes each one of us realize the value of the people who help make our lives easier by making you actively fill in YOUR thanks."

    Ogilvy Mumbai head of strategic planning -Ganapathy Balagopalan said: "In the digital world where brands struggle to engage audiences on social platforms, we thought using print might help to break the clutter. We hope the unexpected use of the medium will inspire people to acknowledge those they never acknowledged. People who most surely deserve at least a 'thank you'. We sincerely hope this makes the world a wee bit kinder, generous, and less unequal."

    CREDITS

    Agency: Ogilvy India  

    Chief creative officer worldwide: Piyush Pandey  

    Chief creative officers, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha  

    Creative team: Sukesh Nayak, Neville Shah, Minal Phatak, Chirayu Palande, Archana Singh 

    Account management: Prakash Nair, Antara Suri, Neha Shah, Manseerat Sethi, Deeksha Chaturvedi  

    Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi 

    Media Agency: Wavemaker India

  • Cadbury campaign #KahanGayiCadbury leads to new product

    Cadbury campaign #KahanGayiCadbury leads to new product

    NEW DELHI: In a wildly unexpected step, Cadbury decided to drop its most iconic asset from much-loved brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered – #KahanGayiCadbury? (Where did Cadbury go?)

    Cadbury had disappeared from social media pages, billboards, print ads, direction sign boards and shockingly from the collection of the Asia record-holding Chocolate Wrapper Collector, Devam Baghel. But the question remained – #KahanGayiCadbury? A mystery that has the internet buzzing, with people missing Cadbury and curious about where it could be. Some celebrities were also seen telling tales of their missing Cadbury.

    All these events point to a big mystery built by Mondelez India. But In the middle of this confusion, Cadbury Chocobakes came forward to claim that it knows the answer to #KahanGayiCadbury? The brand left everyone anxious and excited. And finally, the secret was unveiled at the #SweetSecretParty hosted by well-known celebrities Gaurav Kapur, Aparshakti Khurana, Shibani Dandekar, Neeti Mohan, Shivesh Bhatia, and many eager fans. The answer to #KahanGayiCadbury? – Cadbury is now in a Cake, with the launch of Cadbury Chocobakes Choc Layered Cakes.

    Mondelez India  associate director – marketing (biscuits) Sudhanshu Nagpal said, “With #KahanGayiCadbury activation, we wanted to build intrigue among consumers and have them imagine a world without Cadbury. This became a perfect segue into the unveil of the newest addition to the Cadbury family – the new ‘Meetha Chhupa Rustom’ Cadbury Chocobakes Choc Layered Cakes. Following this intriguing activation, a 360-degree campaign will further support the launch, taking the Meetha Chhupa Rustom thought a step forward.”

     Mondelez India is well placed to expand into the bakery and cakes segment with layered cakes. With Cadbury Chocobakes Choc Layered Cakes, the individually wrapped chocolatey cakes, the company is not only providing a new eat experience but driving consumer convenience both for in-home and on the go consumption. This is an important milestone in the journey of the company in India.  This is the company’s second launch under the Chocobakery sub-category, in less than a year, after the successful launch of Cadbury Chocobakes Choco-filled Cookies. To support this launch, apart from the exciting #KahanGayiCadbury activation, the company also recently launched a heart-warming new film, as part of the second leg of the ‘Meetha Chhupa Rustom’ narrative.

    Ogilvy India group creative director Akshay Seth, & senior creative director Chinmay Raut said, “This is an integrated campaign in the true sense. An extremely intriguing teaser phase that made the nation wonder #KahanGayiCadbury as we made the iconic Cadbury logo disappear from various brand assets, print ads, directional signages; even roped in Asia’s record-holding chocolate wrapper collector. Kudos to the client and our talented team for making this happen almost overnight. The reveal was Cadbury hiding in a cake, the newest member in the ChocoBakes range. The launch film for the same brings to life the brand proposition of Meetha Chhupa Rustom with a very memorable, charming film starring a naughty baby, one that is sure to make its place in viewers’ hearts.”

    Conceptualised by Mondelez India & Ogilvy, the film showcases a sweet bonding moment being shared between an elder brother and his younger sibling, wherein he compares the baby’s characteristics to that of the Cadbury Chocobakes Choc Layered Cakes. Just like the cake that he bites into, which shows no hint of a hidden layer of melted sweetness, the baby too seems quite innocent until left alone with his brother. The playful naughtiness comes to the fore as soon as the brothers share a private moment much like the cake that reveals its mouth-watering sweetness once being bitten into showcasing that there is a ‘Chhupa Rustom’ or ‘Sweet Secret’ in each of us.

  • ADK Fortune produces short film ‘Raabta’

    ADK Fortune produces short film ‘Raabta’

    Coronavirus is here to stay and has changed and impacted the world in ways in more ways than one.  All communication for most part of this year has been focused on this virus. From saluting corona warriors, to public service messages urging people to wear masks and maintaining social distance.

    ADK Fortune, a WPP company and part of Wunderman Thompson South Asia Group, felt it was now time to spread a message of hope and how corona patients had actually found friends who stood by them.

    With cases increasing by the day, it was their belief that they needed to create not just an advertisement – but a short film that actually took on this gloomy picture and turned it around.

    And thus, was born a completely pro-bono effort between ADK Fortune and director Gautam Vaze at Full Circle Productions.

    Speaking about the core idea, Nakul Sharma, VP and ECD, ADK Fortune, said, “The creative script took off when we realised that a simple game of tambola went beyond love for the game and took on a deeper meaning of care, love and support. We are overwhelmed by the response the film has received. The messages across age groups and from different parts of the country ( not to mention NRIs who have sent it back to their friends and family in India) just proves that what started out as just a simple idea to bring cheer and positivity has already touched hundred thousands of people.”

    The production house and the director managed to coordinate a remote shoot between two locations and three actors namely national award-winning actor Arundhati Nag and theatre stalwart Neena Kulkarni along with Aayushi Lahir whose acting prowess made this film even more powerful.  

  • redBus campaign encourages people to carry on with #journeyfordreams

    redBus campaign encourages people to carry on with #journeyfordreams

    NEW DELHI: redBus announces the launch of a digital-led campaign #journeyfordreams that inspires people to persevere in their endeavours by undertaking their journeys with fortitude while redBus ensures the safety of their travel. The campaign is aimed at restoring optimism for bus travel as the nation traverses its path to normalcy.

    The nationwide lockdown has not only brought lives but also dreams and aspirations for the future to a grinding halt. As a brand that’s all about enabling journeys and connections, redBus seeks to reassure bus travellers that they can still move forward towards fulfilling their dreams during these tough times, as redBus strives to ensure their safety during the journey with its Safety+ programme.

    redBus had launched ‘Safety+’, which is a unique certification for bus operators who follow all the necessary safety and sanitization protocols. All operators and buses with a Safety+ tag next to their listing on the redBus app or desktop platform, have implemented strict measures outlined by redBus, to ensure the safety of the passengers.

    As part of the campaign, the company has launched an ad film that relies on the emotions associated with safety of near and dear ones, especially while undertaking inter-city bus travel during these times, in order to highlight the proposition. The ad-film is set to be promoted extensively on digital and social media, including, YouTube, Facebook and Instagram, apart from e-mailers and other push notifications.

    Unlike the earlier campaigns of the brand that largely utilized humour as a means to attract and drive the message, such as the ones with MS Dhoni, this campaign relies on emotions to connect at a deeper level.

    redBus vice president brand, and head of marketing Pallavi Chopra said, “As an enabler of journeys, it has been our constant endeavour to help travellers reach their destinations in the safest and easiest way possible, especially in the present circumstances. The COVID-19 pandemic has not only disrupted the business of establishments, but also the dreams and aspirations of millions of individuals out there, who are longing to travel in pursuit of their goals. We thus envisaged a subject or scenario that resonated with households across the country in order to shape the campaign. The result is a very strong and emotional narrative around one of those important journeys in life, projected through the love and concern between a father and daughter, to drive home the message of #journeyfordreams.”

    McCann Worldgroup EVP south Dileep Ashoka said, “We have been in partnership with redBus for the last few years. Being in the businesses of facilitating life’s journeys, and being the custodian of the online bus ticketing category, we felt the imperative to comfort customers by making travel safe in these uncertain times. The story narrative seeks to demonstrate this in a manner that drives brand affinity.”

    Creative Credits:

    Agency: McCann Worldgroup – Bengaluru

    Creative Director: Sambit Mohanty

    Production House: Another Idea

    Director: Puneet Prakash

    DOP: Pratik Deora

  • Nike’s spectacular split-screen film captures imaginations

    Nike’s spectacular split-screen film captures imaginations

    NEW DELHI: Over the last few years, Nike has been embracing the culture of diversity and vibrantly displaying it through its commercials. The latest is the third film in its ‘You can’t stop us’ series. The 90-second ad has already made waves celebrating sports as a source of inspiration during hard times.

    Narrated by American soccer player Megan Rapinoe, the video so far has garnered 39,004,413 views on YouTube.

    “Players may be back on the pitch, but we are not going back to an old normal. We need to continue to re-imagine this world and make it better,” said Rapinoe. “We have all these people in the streets, using their voices and those voices are being heard. I ask people to be energised by this moment and not let up. I believe it’s everybody’s responsibility to advocate for change.”

    Scarecrow M&C Saatchi founder Raghu Bhatt is in awe of the way the ad has been presented. “The discus thrower morphing into the ballerina is editing genius. The last few Nike films have been about the idea and the writing. This one, however, is craft at its best. Though the words are powerful, what shines through is the painstaking effort that must have gone into creating every sequence,” he says.

    Bhatt adds that neither is using a split-screen a new visual technique nor the tagline a path-breaking advertising idea. Yet, the film has gone viral. “A world-class athlete pushes the bounds of human possibility. This film shows unfettered movement and unencumbered freedom while we, the audience, are shackled in our Covid2019 prisons. It shows hope and reminds us what we are capable of,” he adds.

    Rapinoe’s commentary in the ad builds on the ability of sports to bring people together, the fear of the pandemic, the social unrests and the fight for justice, all bound with hope.

    Brand-nomics MD Viren Razdan shares, “The Indian women team’s huddle was a special relatable fan moment for me. Nike’s core has been built on the power of ‘the athlete in all of us.’ Its various episodes of self-belief and perseverance against all odds have been inspirational stories.”

    Razdan further adds, “Nike’s communication style has always been larger than life and so is this. It very often set off a trend in advertising, style, scale and spirit is unmatchable. Nike has created a collective comeback story with this ad, for the first time perhaps about us.”

    The ad tackles timely topics like Covid2019 and black lives matter. The spot also features athletes like Colin Kaepernick, Kylian Mbappé, Serena Williams, Lebron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo and the Indian women’s cricket team.

    Tonic Worldwide managing partner and creative head Shourya Ray Chaudhuri, too, found the Indian women’s team being featured in the ad as his favourite moment. But apart from that, he loved the edit of the Williams sisters.

    “It definitely hit home with everyone. However, I felt that while the edit was awesome the story did not show much promise. Having said that, not many sports brands have even said anything about a situation that demanded the closure of their core business. The playing field was even. Nike scored,” he says.

    However, Chaudhuri feels the matter to be a bit stronger. “Not many brands have the courage to go for a non-traditional edit. It is fresh. But I wish the matter was a bit stronger. Maybe we are expecting too much from Nike?” he questions.

    The creative agency behind bringing this kind of masterpiece editing is Wieden + Kennedy. The team looked at 4000 sequences and whittled down to 72 sports action together and merged them to create 36 split-screen slides to stitch this exquisite tapestry of sports montage.

  • Lay’s heartwork campaign gets content creators on board to showcase talent

    Lay’s heartwork campaign gets content creators on board to showcase talent

    NEW DELHI: Continuing the chain of gratitude initiated by the LAY’S #Heartwork campaign, popular short-form video content creators transcended platforms to showcase their talent through creative renditions of the campaign ode. The #Heartwork campaign is a heartfelt, emotional ode to all the heroes who are working relentlessly against all odds to bring joy to millions of consumers across the country. As part of the association, prominent social media stars who have garnered mass followers, continue to entertain their fans through their unique and engaging content. 

    Some of the talented creators that are being featured include Jaydeep Gohil aka Hydroman, a mechanical engineer from Rajkot who is also India’s first underwater dancer, Avneet Kaur, a budding reality TV star and actor and Yuvraj Singh aka Baba Jackson, a popular dance sensation who is much-admired for his imitation of Michael Jackson’s moves. Within 48 hours, the videos have got an overwhelming response from the netizens, leading to 2.7 million engagement on social media. 

    PepsiCo India senior director and category Head- foods Dilen Gandhi said, “We recognise the power of talented creators who bring differentiated content and formats to seamlessly connect, entertain and engage with the consumers. The heartwork campaign has touched millions of people across the country through authentic storytelling. In the recent leg of the campaign, we wanted to reach out to a pool of talented content creators who  are constantly engaging and entertaining their audiences through their creative brilliance. We are glad to work with such creators and believe their talent will take them places  irrespective of the platform they chose to be on.”

    Recently, LAY’s got leading singers and artists including Neha Kakkar, Jassie Gill, Dhvani Bhanushali, B-Praak, Shehnaaz Gill to share their renditions of the #Heartwork ode in support of the initiative and to applaud the efforts of the unsung heroes.