ITV

Category: Ad Campaigns

  • Castrol Activ’s new TVC calls for youth to be catalysts of change

    Castrol Activ’s new TVC calls for youth to be catalysts of change

    MUMBAI: Castrol India’s leading engine oil brand for two-wheelers – Castrol Activ announced the launch of its new TVC Keep Moving Ahead with #NonStop Protection. The TVC, which is an extension of the brand’s philosophy of youth being the driving force for the future of the country, is currently on air across multiple channels.

    The ad film is set against the backdrop of the current challenges that the economy and society are facing due to the pandemic and encourages youth to do their bit for the country. The TVC also showcases how the Castrol Activ brand plays the role of an enabler to action an idea that inspires youth to protect what they love.

    Conceptualised and developed by creative agency Ogilvy, India, the 30- & 15-sec TVC focus on showcasing how youth can be catalysts for change winning over challenging times, as the country slowly gets back on its feet.

    Castrol India brand and communications Head Jaya Jamrani said, "The campaign comes from an insight about today’s youth and their awareness to drive a positive change in society. Our film looks at encouraging them to forge ahead towards a better tomorrow and take others along, with Castrol Activ being their trusted partner on that journey.” 

    Ogilvy India chief creative officer Sukesh Nayak said, “These days, people are slowly figuring how to restart work – willing to work harder to make up for the lost time. Castrol Activ with non-stop protection for the bike’s engine will help people in not just restarting their work but also in working non-stop, to make up for that time.”

     

  • ACC asks “Drama kyon?” in new Gold Water Shield campaign

    ACC asks “Drama kyon?” in new Gold Water Shield campaign

    NEW DLHI:  As construction gradually resumes across the country, ACC Limited, one of India’s leading building material manufacturers, has rolled out a new digital-first campaign for its innovative product – Gold Water Shield, a water-repellent cement. 

    Conceived by 82.5 Communications, the campaign includes a video asset as well as other creative elements for various online and offline touch-points. 

    Riding on the company’s long history, trust in its products and the distinct streak of innovation present in most ACC products, the Gold Water Shield ad satirises typical ads that resort to ‘drama’ to sell products. In this ad, a smart ACC presenter signs off ‘ACC hai toh drama kyon?’ as his audience, a group of homebuilders, shoos away an entertainer who made an appearance only to convince them that using Gold Water Shield means ‘Paani se no haani’ for their homes. The conviction in the cutting-edge product and the name ACC is enough for the homebuilders.   

    ACC Limited CMO and strategic initiatives Ashish Prasad said, “ACC has always been an innovator at heart. Gold Water Shield is our testament to that. With such a compelling USP, we decided to talk about it straight up, without frills and drama.” 

    82.5 Communications chairman and CCO Sumanto Chattopadhyay added, “When you have a product as good as gold and a reputation to match, you can afford to say it like it is. Surprisingly few brands have the stature to carry off this straight-shooting approach, making our communication unique.”   

    82.5 Communications co-chairman and CEO Kapil Arora said, “ACC is a pioneer in cement manufacturers in the country. And with Gold Water Shield, they’ve introduced yet another extremely relevant offering for Indian consumers looking to avoid leakage problems, right from the time of construction. We’ve seen the product in action ourselves and also spoke to consumers who had used it and now swear by it. That’s where the inspiration of the un-ad came from. No drama. Only delivery. With ACC Gold Water Shield.” 

    82.5 Communications ECD and creative head Mumbai & Kolkata Mayur Varma said, “Usually, we dramatise the product benefit in advertising. In this case we didn’t have to dramatise it, because the product benefit itself was so dramatic.” 

  • Khatabook campaign pays tribute to small local business owners

    Khatabook campaign pays tribute to small local business owners

    New Delhi: Khatabook released a campaign named “Thank You Dukandar”, that includes a series of videos lauding the unparalleled efforts of local shop owners of India. While thanking them, the videos highlight the importance of uninterrupted services provided by small businesses, merchants, grocers and vendors during the extended nationwide lockdown. While COVID2019 pandemic brought life to a standstill, the country continued to enjoy everyday luxuries—all thanks to these unsung heroes.

    Khatabook  VP marketing Ved Prakash said, "During the nationwide lockdown when all the big names were unable to deliver, it was the small shop-owners, sellers, merchants and SMBs who put themselves in the service of the entire nation. We are indebted to these frontline workers for supplying everyday necessities to countless households of India. Their resilience can be seen in the way the number of transactions has increased by 2.5 times in essential categories in the past three months. For non-essential, we are now seeing a recovery of 20-30 per cent in the last three to four weeks. This initiative is a small attempt to express our heartfelt gratitude to these heroes."

    Khatabook is the fastest-growing player in the small business segment in the country with over eight million+ monthly active merchants. With a dominant presence across 700 out of 729 districts in the country, Khatabook is paving the way for a digital lending eco-system in India. User-engagement on Khatabook has returned to pre-Covid2019 traction levels with 90 per cent of the transaction value coming from shopkeepers who are reverting to the app after three months.

  • Select CITYWALK pays tribute to Kargil martyrs

    Select CITYWALK pays tribute to Kargil martyrs

    NEW DELHI: This year may be locked down, but the emotions are still alive as Select CITYWALK presents a special campaign on the occasion of Kargil Vijay Diwas. On the 26 July, our nation celebrates Kargil Vijay Diwas, in remembrance of the valiant soldiers who displayed exemplary courage in the face of the enemy and kept the tricolour flying high. Select CITYWALK, Delhi’s most admired shopping center has actively been a part of this day to pay tributes to those who laid down their lives in the service of the nation.

    This will be the eighth year in the running when Select CITYWALK commemorates this day in a special way. While earlier occasions have been marked by musical tributes, film screenings, and felicitations for the brave men, this year, the day will be marked by the LET’s NOT FORGET campaign dedicated to our martyrs.

    As part of its LET’s NOT FORGET tribute, Select CITYWALK will run a special campaign from the 24 to 26 July on its social media platforms, by remembering the heroes who lost their live by using excerpts from the letters of these exceptional men to their families, a short crowdsourced video and a  contest. Through the contest, audiences will get a chance to get a  copy of the biography of shaheed captain Vijayant Thapar, Vir Chakra, one of Kargil’s most remembered and celebrated heroes; penned and autographed by his father Col VN Thapar. 

    Select CITYWALK director and CEO Nimish Arora said, “Kargil Vijay Diwas is a momentous occasion for the nation, where our brave soldiers conquered formidable challenges to safeguard the honour and glory of the nation. We are forever indebted to their supreme sacrifice in the selfless service of the nation. Our aim through our special campaign LET’s NOT FORGET is to join the nation in paying tribute to our valiant soldiers and to
    commemorate their great sacrifice in the best way possible. Kargil Vijay Diwas at Select CITYWALK has received tremendous participation and appreciation in the past few years and this year we have designed a digital campaign towards their participation.”

  • RIO breaks the blue blood rule

    RIO breaks the blue blood rule

    MUMBAI: RIO heavy flow pads by Nobel Hygiene is all set to change the face of Indian advertising by launching its TVC with a PAN India campaign, this time after definitively resolving the decades-old and misleading practice of showing blue liquid instead of blood. 

    RIO Pads becomes the first product in the country to show red blood in TV communications, to bring forth an important and often neglected topic of “Heavy Flow” during periods; a problem which affects almost 25 per cent women in India and requires them to change their pads every 2 hours. In some cases, women change up to 8-10 pads a day because of heavy flow. The first phase of the launch in Feb was paused after several complaints were filed with ASCI on the usage of blood shown in the commercial. Nobel Hygiene submitted extensive research documents to sustain all the insights related to periods and the problems that women face because of heavy flow. After deliberations with ASCI and an independent review, the complaints filed with ASCI have not succeeded and RIO Pads have been allowed to air the advertisement with minor modifications in the second phase of the launch.

    Nobel Hygiene vice-president Kartik Johari said, “We are extremely proud to take this first step on behalf of all the women in India. There can be no talk of education, awareness or equality when the biological truth of half the population is censored. Our resolve to continue this conversation has been renewed, starting with the depiction of blood. To show the unaddressed problem of Heavy Flow, without showing blood itself, is so absurd a concept that it didn’t even occur to us. All our communications are deeply inspired from our research, showing the first true and honest representation of periods for consumers. Awareness is needed, and conversations can only begin after acknowledging reality.” 

    He further added, “We took special care to ensure our communication remained as authentic as possible. The entire creative was scripted by a woman, based on real narratives from women, directed and shot by a woman, and is being marketed by women. Additionally, 1000s of women have already applauded our product and messaging; we are proud to have brought this innovation for Indian ladies who receive no respite from Heavy Flow. We are sure that other players in the market are excited by this new paradigm, and we call upon everyone to take advantage of this exciting shift to educate and reconnect with their consumers!”

    Radhika Apte, theatre and film actress also added, "I have said this earlier and I will say it again. I do not see the issue in showing actual blood. Blood in a fight sequence in a film is fine but not for periods? Why can't we just show what heavy flow is really like? Why can't we show blood?  I am glad that RIO has taken up this challenge and they are standing by it with conviction. Getting a go-ahead on this advertisement is very reassuring. If this ad can start even a single conversation, then that is a win for all the unheard voices. If we can remove even an iota of stigma around periods via this adv and encourage people to accept it as a normal and natural phenomenon then it will be a big win for us all. Period.”

    Heavy Flow (& PCoD) is often considered a personal complication and not a separate medical problem. Combine it with a general reluctance in visiting a doctor and most cases of Heavy Flow remain undiagnosed. Thus, women refrain from opening up about it and continue to suffer in silence. RIO’s own qualitative and quantitative research re-affirmed this view and threw light on the pain and the ostracisation that women face because of it across different strata of society. The category codes were to show blue colored water, which is not an indication about either the color or the thickness and hence absorption.

    The second phase of the launch will see the brand being visible via its campaign across key GEC channels (Star Plus, Colors and Sony) and regional channels (Zee Marathi and  Kannada , TV9 and Suvarna) along with select news channels (News18 and News Nation). The brand campaign will also be seen on OTT platforms (Zee5 & Hotstar) and via partnerships with select print publications to create larger mass awareness. The brand will also be exploring strategic tie-ups with impact properties in the near future.  

    Globally, the advertising watchdogs of only two countries have allowed showing the red. Many MNCs have still refrained from changing the status quo. This campaign clearly marks the beginning of an era and a step in the right direction. This powerful and positive win will create more conversations, to help bring about a revolution in Female Hygiene in India, where only 50 per cent women have access to female hygiene products and almost 100 per cent approach menarche unprepared. 

  • Joy Personal Care urges customers to habituate to ‘New Normal’

    Joy Personal Care urges customers to habituate to ‘New Normal’

    NEW DELHI: Joy, an Indian personal care brand by RSH Global Pvt Ltd, announced the launch of a new television commercial campaign for their ‘Pure and Safe’ personal hygiene product range. In light of recent events, hygiene and health are turning out to be a major concern for everybody. The TVC campaign will highlight the importance of self-care and hygiene during these times.

    Joy is set to release three ad-films with three popular and loved female celebrities of the Bengali film industry. The actresses featured in the ad-films are: Swastika Mukherjee, Priyanka Sarkar and Madhumita Sarcar. The company partnered with the actors to make people aware that the brand Joy, has forayed into the hygiene category with a range of products.

    In the context of the Covid2019 pandemic, the ad-film captures routine life activity amidst the lockdown with a focus on hygiene & personal care. By showcasing the actors using the new range of ‘Joy pure & safe’ hygiene products as part of their daily routines, the campaign emphasizes on the need to adopt hygiene products into the ‘New Normal’ lifestyle. The actors can be seen using the range of hygiene products for personal care as well as sanitising the various contact surfaces in their homes.

    The voice-over penned by the famous poet Srijato Bandyopadhyay, talks about the importance of taking care of ourselves and remain confident to fight any circumstances. The voice over artist is an award winning elocutionist Bratati Bandyopadhyay. The TVCs will be aired on popular regional & news channels of Bengal throughout the day.

    RSH Global Private limited  Chairman Sunil Agarwal said, “Joy Personal Care is not just limited to personal care products anymore and it is really important to understand the necessity of hygiene products as we adapt to the new normal. The novel coronavirus has changed the way we look at hygiene and sanitization, it has become an integral part of our lives. This habitual change in consumers is here to stay and therefore as a home-grown brand, we decided to come up with a TV campaign to promote our personal hygiene product range, ‘Pure & Safe’, which includes a germ protection hand wash, face wash, skin cream, hand cream and an instant germ kill hand sanitizer, germ kill spray & wipes. All these products are extremely effective in germ killing/protection and also ensure hydration and skin care, courtesy to the natural ingredients like tulsi, turmeric, tree tea, aloe vera, lemon, mint, peach, mandarin, mango and berries.”

    RSH Global Private limited CMO Poulomi Roy said, “The notion is that regular personal care products would be of very little use to women, considering the fact that there will be few occasions where she will step out of the house & every time she does, the mask will be her best friend. Therefore, what’s the use of beauty which will remain covered all the time? But what made them assume that all this while women used to be beautiful self for external validation? The role of a woman amidst the pandemic has become more important than everwhere. She is responsible to take care of the health and wellbeing of her loved ones and in order to do so, the first and foremost step is to take care of her own self and remain confident to be able to fight the circumstances. And in this fight, we gave her the perfect range of products for the wellbeing of her health and skin, so that she can be her fearless self in the fight against the virus and protect herself and her family.”

  • Games24x7 unveils new positioning for RummyCircle with ‘Apna Game Dikhao’ campaign

    Games24x7 unveils new positioning for RummyCircle with ‘Apna Game Dikhao’ campaign

    NEW DELHI: Games24x7, one of India's leading online gaming companies, unveiled a new positioning — 'Apna Game Dikhao' for its rummy platform, RummyCircle. The new marketing campaign aims to bring out light-hearted competitiveness of the game among the players and invites players from all over India to join the platform and show off their rummy skills.

    RummyCircle is the flagship product of Games24x7's full-stack gaming portfolio of skill games (RummyCircle and fantasy sports platform My11Circle) and casual games. Launched in 2009, RummyCircle is currently the most popular online skill gaming platform in India.

    The new positioning campaign portrays a myriad of emotions that goes on in the mind of a rummy player while playing the game online. Through a slice-of-life format, the brand film perfectly captures the fun, entertainment, and immersive game playing experience that RummyCircle offers.

    The marketing campaign includes a high-decibel television campaign that will air across genres on all leading television channels. Apart from Hindi Speaking Market, customised versions of the TVC will run across major regional channels in West Bengal, Gujarat, Maharashtra, Punjab and Uttar Pradesh. 

    The campaign will also run across all major OTT platforms and YouTube and the new positioning will be further amplified through high-frequency campaigns on social media and other digital platforms. The company aims to widen the reach of the campaign through strategic sponsorships and tie-ups with influencers across different regions of the country.

    Games24x7 director – brand and marketing strategy Avik Das Kanungo said, "As one of the pioneers of mobile gaming in India, we aim to establish the popularity of rummy as a competitive skill game of great entertainment value. We have seen a consistent increase in interest for the game from players across the country. While online rummy as a category is popular in the South markets, our research has shown a substantial rise in interest from players in the other parts of the country. The primary objective of this new positioning campaign is to expand our brand footprint beyond the South market, which includes Hindi Speaking Markets (HSM), Maharashtra, Gujarat and West Bengal. The #ApnaGameDikhao campaign brings alive rummy as a thinking person's game, and we hope new players visit www.rummycircle.com and discover the awesome game playing experience."

    Spring Marketing Capital founder and creative partner Arun Iyer said, "Rummy has always been part of our culture. It is often played as a fun, inclusive, engaging game in different Indian households and by every family member. Rummy is also a game of skill. Rummy Circle's 'Apna Game Dikhao' campaign aims at bringing newer and diverse players into the world of online Rummy to test their skills and have fun, just like they would at home."

  • Wunderman Thompson South Asia releases ‘Word of Moms’ film for Voltas Beko’s dishwashers

    Wunderman Thompson South Asia releases ‘Word of Moms’ film for Voltas Beko’s dishwashers

    NEW DELHI: Voltas Beko’s primary role is to enable people to do more of what they love, with the people they love. Trusted by all moms in India, the home appliances brand has always been celebrated for triggering conversations and offering products that ease the life of mothers in India. With their new film on dishwashers, the brand has once again struck a chord in a fun way! It highlights Voltas Beko’s state-of-the-art dishwasher designed to fulfil the unstated but important requirements of Indian consumers.

    The digital film ‘Word of Moms’, conceptualized by Wunderman Thompson South Asia, is inspired by a bunch of friends who are doubling up their responsibilities on the personal and professional front. The film highlights how we trust our friends and loved ones when it comes to finding solutions. In this case, these friends, also multi-tasking as mothers at home, discuss how to wash dishes in the easiest possible way. And this is a question that households across the country seem to be asking as people try to strike a balance between work and the home. The film also depicts how, under the current circumstances, technology has stepped up as an important channel to maintain relationships and also interact with the world outside.

    Speaking about the campaign, Voltas Beko marketing head Prasenjit Basu said, “We have witnessed a significant spike in demand for both our table top and full-size Dishwashers in the last two months. It’s interesting to note how consumers are increasingly adopting technology to ease their multitasking lives. Some of the differentiated features like the Dirt Sensor, Aqua Intense and Corner Intense technology which effectively washes heavily soiled utensils, catering to the cooking and food habits of an Indian consumers, has been a huge draw for our consumers.

    Commenting on the creative idea, Wunderman Thompson, Delhi, managing partner Joy Chauhan said, “Interestingly, this piece of content for Voltas Beko is nothing short of we eavesdropping on real time conversations and feelings of millions of Indian families. This communication is so real, because each one of us has been in the same boat due to the lockdown. Getting this right meant understanding the exact emotions of our consumer. Something we take a lot of pride in at Wunderman Thompson. Covid-19 will expedite the inclusion of technology in our kitchens and homes. We expect the demand to rise and the momentum to continue and this is just the beginning.”

    Interestingly enough, it’s this very technology that made it possible to produce this film under lockdown. Shot on the actors’ own phones with the director calling the shots over video call, it has been a one-of-a-kind experience making this film.

    The brand stands for convenience and enabling users to find joy in the everyday, something that was clearly felt as the COVID-19 pandemic forced the world to stay home, especially for our target audience – the urban Indian mom.

    Credentials:

    Creative Agency: Wunderman Thompson, South Asia
    Managing Partner & Sr. VP: Joy Chauhan
    CCO: Senthil Kumar
    Creative Team: Siddharth Prasad, Malini Patnaik
    Servicing Lead: Charu Bhatnagar
    Account Management: Rahul K Singh, Drishti Ganguly
    Planning: Pinaki Bhattacharya, Nikhil Thakkar
    Production House: Small Fry

  • Whirlpool creates awareness on the importance of sanitised clothes

    Whirlpool creates awareness on the importance of sanitised clothes

    NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, the world’s leading home appliance company has launched a #SanitiseWhatYouWear campaign that throws light on sanitizing vs washing of clothes and how a washer with inbuilt heater helps in removing up to 99.9% germs and allergens from the clothes. 

    Keeping the heightened consumer need of products in the health and hygiene segment in mind, the campaign will go live with close to 500 mothers in collaboration with the largest community of mothers, Momspresso. The mothers will be talking about how improved personal hygiene habits, being mindful of the surfaces of our clothes and sanitising them properly is a big contributor in prevention of germs and allergens entering our body. The campaign will go live on Whirlpool’s social media handles. 

    Whirlpool has a wide range of fully automatic top load washing machines with advanced in-built heater technology.  These Intuitive and Intelligent washing machines from Whirlpool apart from germ removal expertise have enhanced features and innovations for a clean and hassle-free washing experience.  

    Embracing the brand philosophy of Every Day Care, the product and the campaign reflect Whirlpool’s commitment towards providing solutions that are meaningful and advanced with consumers at the heart. 

      Stain removal technology: A unique 6 stage wash process involving varying water temperatures & wash motions, ensuring tough stains removal like mud, grass, ketchup etc. The Inbuilt heater helps remove 50 different types of tough stains even after 48 hours.

    Customised Fabric care: Whirlpool Washing machines are equipped with Three different Hot water modes – Warm, Hot & Allergen free. This helps in taking care if of different fabric types, to ensure sanitized washing and care of clothes.

    Eco wash: Whirlpool has the widest range of 5-star energy rated machines with the Eco mode which uses an optimized wash algorithm for low water & energy consumption, while providing the best in class cleaning performance.

    Whirlpool India vice president- marketing – KG Singh said, “Consumers today are more vigilant of their health and hygiene than ever before. Keeping in mind the need of the hour, Whirlpool has fast tracked its efforts to provide superior Sanitization along with best in class Wash Performance with the launch of the WhiteMagic Elite Plus range. This feature is also present across Stainwash Pro and Bloomwash Pro ranges through a special anti-bacterial cycle that ensures up to 99.9% germs and allergen free wash. This innovation comes from over 100 years expertise of Whirlpool in building washing machines leveraging its proprietary 6th Sense algorithms.”

    Available online at https://www.whirlpoolindia.com/ and across India in capacities of 6.5 kg and above at a starting price range of Rs 18000.

  • Domino’s Pizza launches “Order Karna Safe Hai” campaign

    Domino’s Pizza launches “Order Karna Safe Hai” campaign

    NEW DELHI: Domino’s Pizza, the market leader in chained pizza segment in India, has unveiled its new digital campaign “kitne dino se Domino's Nahi khaya.”

    Domino's as a brand has been so much a part of all the happy memories and the social fabric, that it being absent during the lockdown, has made so many really crave for the taste of favourites on their menu. Now with the lockdown relaxed, Domino's is back and has instituted a lot of safety measures and made sure anyone who craves it, gets it safely.

    The campaign aims to strengthen the feeling of safety and trust when ordering from Domino’s. With the company’s “Zero Contact Delivery” across all its 1,325 restaurants in the country, the campaign showcases that now no one needs to extend their craving for Domino’s Pizza as customers will receive their order without coming in contact with the delivery staff.

    This is a part of the ongoing part digital campaign for the brand and has been conceptualised and executed by Enormous brands.