ITV

Category: Ad Campaigns

  • #DilKiBaat, Nutrela Ke Sath

    #DilKiBaat, Nutrela Ke Sath

    MUMBAI: Nutrela Health recently unveiled a new campaign #DilKiBaat, in association with BC Web Wise. The campaign showcases what being stuck at home due to the lockdown feels like. It aims to give a message to people on staying positive and spending quality time with family. Undoubtedly, lockdown at the beginning seemed to be challenging for people.  Then it became  a reinvention of a life where one can learn creative ways to reunite with family and keep in touch with loved ones.

    A short film of 1:32 minute’s duration has been beautifully amalgamated with a montage of shots; that seems to be relatable to all due to the common space of lockdown that people are sharing globally. This film has been written, produced, directed, and narrated by Rohit Kumar Kanojia.  The script conveys the message behind the campaign:  aiming for people to come up with the new experience at home- be it cooking, house chores, book reading, binge-watching Netflix or anything that they are doing to keep their mental and physical wellbeing, with #DilKiBaat Nutrela ke sath.

    The brand demonstrates  a concept that shows the daily lives of various people during the quarantine period, weaving  their lived stories, memories and interaction.  It is relatable to people who are reliving their passion and relearning things left behind during the college and school days.

    On the other hand, the motive behind the campaign is to also show people who are really working hard by utilizing their utmost potential time while working from home and serving the economy. Along with WFH, those people are also giving their best to the house chores and helping in the kitchen to lower the burden of their family members.

    Nutrela general manager Darshan Panchal mentioned, “The purpose of ‘DilKiBaat’ is to make people emotionally stable and realize the value of connection with family members while staying at home. The current situation is an appropriate time to discuss things and talk to family while balancing both work and life. It is a human truth.”

    BC Web Wise founder-MD Chaaya Baradhwaaj added, “Nobody knows what our future holds, so we should use this time at its best.  The lockdown has definitely not been easy to cope with. This film is designed to enable people to look at that brighter side, cherish those special moments even as they cope with the new normal.”

    BC Web Wise writer, director, producer Rohit Kanojia believes that his personal experiences and observations of lockdown fueled the thought for #DilKiBaat. I had never seen my family members work in as close a tandem as they had been doing during this lockdown. But I also noticed that while they worked and helped each other out there were only general conversations happening. They have so much to talk about – but those real, honest conversations were missing. Personally, I think this is the time we have to say whatever we want to and just be honest to our loved ones. So, that inspired karo #DilKiBaat. And because I wrote the script, I knew I would be able to bring the emotions out in my narration – hence the decision for the voiceover.”

    Apart from the digital film, the brand uses social media to encourage followers to talk about and share good experiences of the lockdown.

  • Say Namaste to Himalaya Pure Hands Hand Wash and Hand Sanitizer

    Say Namaste to Himalaya Pure Hands Hand Wash and Hand Sanitizer

    MUMBAI: The Himalaya Drug Company has brought forth the importance of practicing hand hygiene and sanitation with Himalaya Pure Hands – their latest offering in the germ-protection space.

    With extended lockdowns and social distancing, when conventional advertising seems difficult, Himalaya and 82.5 Communications together have created a film that introduces the product to the world. And, it does so, using #ThePurestGreeting – the ancient Indian tradition of Namaste as a form of greeting.

    The film is an ode to Namaste, the traditional Indian greeting, which has both spiritual and scientific dimensions to it. A soulful narrative runs through this unique film that has been shot, directed, and edited remotely, spanning across several countries. Over 15 Indian and international DoPs collaborated on this film. With Namaste, the film introduces the exciting range of Pure Hands Hand Wash and PureHands Hand Sanitizer to the world, with a reminder for everyone to ’keep distance but stay social’.

    Speaking about the film, The Himalaya Drug Company CEO Philipe Haydon said, “This film captures the beauty, essence, and great wisdom of our Indian greeting, Namaste. Today, as we practice social distancing, the phenomenal knowledge and wisdom of this greeting holds great value in our lives. At Himalaya, we have always been inspired by our rich heritage. We hope that this film spreads love and happiness as well as keeps you all safe. Stay safe, stay healthy. Namaste from our hearts at Himalaya to yours.”

    The Himalaya Drug Company business director-consumer products division Rajesh Krishnamurthy added, “Himalaya is a well-known and trusted Wellness brand, and we have always been at the forefront of ensuring the well-being of our consumers. With our Himalaya Pure Hands portfolio of Hand Wash and Hand Sanitizer, we ensure total hand hygiene, the first step to prevent infections. At a time when it’s crucial to practice social distancing in addition to hand hygiene, Namaste is the warmest and best way to greet one another. With this brand film, we wish to highlight Namaste, the beautiful Indian custom of greeting, that has become more relevant today!”

    82.5 Communications chairman and CCO Sumanto Chattopadhyay said, “The Namaste is such a beautiful yet practical gesture with so many layers of meaning. It is wonderful to make this film for Pure Hands as a vehicle to spread the message of the Namaste-a message that is all the more meaningful during the pandemic.”

    82.5 Communications ECD Mayuer Varma said, “While we are all trying our best to prevent the virus from spreading, we should keep spreading love. And a simple namaste helps us do that.”

    The director, Shashank Chaturvedi, was clear he didn’t want to make another montage of user-generated home videos. “This idea deserved a film which was not a ‘usual lockdown film’. Didn’t want it to get lost in the sea of sameness. It had to have some finesse. The challenge was, how to do it? We collaborated with many cinematographers and photographers across the world and asked them to take two shots in their environment with the people they were quarantined with. They were given a mood board so that the shots didn’t lose synergy with each other during the editing stage.”

  • ENO joins food conversations, launches contextual digital campaign

    ENO joins food conversations, launches contextual digital campaign

    MUMBAI: Due to the lockdown there is increased snacking and experimentation with food, coupled with erratic food timings and reduced physical activity which could all lead to higher chances of acidity. GSK Consumer Healthcare’s leading antacid brand ENO has captured these moments to build a contextually relevant digital campaign and to present itself as trusted ally against acidity.

    The brand has launched a digital campaign, which went live on 9 April, the phase one of which was cantered around occasions like working from home and reduced physical activity. Phase two was launched on 30 April with two digital films titled “Stay @ Home: Food Cravings” and “Stay @ Home: Food Experiments” that highlight the change in eating habits and food experiments these days, which could potentially result in acidity. Cooking has emerged as a favourite activity for many as people are experimenting in the kitchen, leading to social media being flooded with food images and searches for new recipes shooting through the roof. The visually delightful campaign has been shot at home using food shots to drive the message of Eno being your trusted ally to ensure that acidity doesn’t play a spoilsport in the Food experiments and cravings.

    The first phase of the campaign that was rolled out earlier this month has already garnered a massive reach of 7.1 million on OTT (Disney Hotstar and Voot) and 7.5 million on social platforms (Instagram and Facebook) and continues to drive social conversations and relevance for the brand in current times.

    GSK Consumer Healthcare area marketing director-wellness Naveed Ahmed said: “Taking into consideration the emerging consumer trends of frequent snacking and reduced physical activity – driven by people being confined to their homes, our latest campaign enables people to indulge in their food cravings and experiments without having to worry about acidity. We have consciously chosen a humorous approach, online with the brand personality of Eno, to build a connect with our audience and communicate our message effectively.” Below are the links to the films: Work From Home –

    Less Walking –

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  • Wunderman Thompson, TOI empower Indians to be corona warriors

    Wunderman Thompson, TOI empower Indians to be corona warriors

    MUMBAI: In response to Covid2019 pandemic, The Times of India has appealed Indians to make and wear their own masks at home with their #MaskIndia movement. Conceptualised by Wunderman Thompson South Asia, the movement empowered every citizen of the country to take charge of protecting themselves, their families and communities — encouraging individual action and responsibility among Indians, getting them ready to fight the single largest fight our generation has seen, globally. The campaign also focused on proper sanitation and disposal of the masks.

    The ‘Make Your Own Mask’ campaign was launched on the front page of The Times Of India on 6th April involving the power of print, social media and national activation that received a phenomenal response and activated its purpose. 

    The MaskIndia movement has been elevated into a national movement with the Prime Minister Narendra Modi supporting it and himself sporting different homemade ghamcha masks on several occasions during the lockdown. Over a hundred thousand Indians have responded already with their own versions of homemade masks and posted their Mask Selfies and DIY How to Make Your Own Mask Videos with the #maskindia hashtag on social media and many unique, original and cool homemade masks have gone viral across Whatsapp Groups. Check out over 100,000 homemade mask and DIY mask posts on www.maskindia.com

    The Times of India president marketing Sanjeev Bhargava said, “The Times of India has always stood by its motto: “Change Begins Here” and the #maskindia campaign is another link in the long chain of initiatives that we have launched in the recent past. What makes it special is that it has immediate relevance and benefit to everyone in the country. We strongly believe it can play a critical role in our fight against the pandemic. I would like to specially congratulate Wunderman Thompson for not only turning around and developing the campaign from scratch within 2 days but having done so  in the times of a complete lockdown!” 

    Wunderman Thompson Delhi managing partner Joy Chauhan said, “The true character of a country is revealed by how its people and organisations behave in times of crises. With this timely and crucial initiative, The Times of India has proven India’s fortitude, agility and ability to go the distance. All of us at Wunderman Thompson are thankful and proud to be partners.”

    The #MaskIndia movement culminated into a #MaskIndia film featuring a thousand different images of a thousand different homemade masks in a breathe in breathe out the composition of history and culture. The most innovative DIY homemade masks were curated from over 100,000 images posted by Indians during the lockdown with the hashtag #MaskIndia. Editorial photographs of the Masked Statues of National heroes like Mahatma Gandhi, Subash Chandra Bose and the Times Of India’s iconic Common Man feature as special masked characters along with thousands of Indians who have made their own masks and joined the movement.

    Sharing details on the film, Wunderman Thompson India chief creative officer Senthil Kumar said, “The edit has been painstakingly crafted to lock the eyeline in all images so that the transitions from one homemade mask to another are all seamless. The simulation of eye movements is designed to invite a live face-off with audiences who are watching the film on their mobile or television screens. Experience the emotion of a thousand eyes talking to you to deliver a powerful narrative through the masks. All the cultural folk masks and ancient mythological masks have been carefully chosen to share only wearable masks made from jute, coconut husk, bamboo, wood, leaves, paper mache and natural fibre. It’s time to revive our cultural habit of wearing a mask to fight the evil virus, whenever we leave our homes for work and play, for life and family, for our country and for the future of humankind. It’s time to turn the humble ghamcha, dupatta, pallu, turbans, urma, lungi, dhoti, angavastram or any clean cloth into a mask and wear it for India. It’s time to dig deep into our cultural roots and create popular culture, inspiring every Indian to wear a mask like a warrior.”

    www.maskindia.com  features  a unique interactive innovation where every Indian can upload their homemade mask selfie and their image will feature in a custom version of the #MaskIndia video.

    “The idea is to inspire every Indian to Make their Own Mask and share their mask selfie to inspire every other Indian. With over a hundred thousand unique homemade masks already uploaded, the MAKE YOUR OWN #MASKINDIA movement will be amplified further with this interactive innovation”, added Kumar.

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  • The Washout: Wunderman Thompson’s digital film for Tata Steel

    The Washout: Wunderman Thompson’s digital film for Tata Steel

    MUMBAI:  Wash your hands with sanitiser or soap and running water for 20 seconds. Unless you were living under a rock, this is an advisory the entire world is now familiar with. Driven by fear of Covid2019 and thanks to the scarcity of sanitisers, we are now washing hands more than ever. Several videos that have been doing the rounds have taught us how to do it the right way. From wetting hands with water and applying enough soap right down to rinsing hands thoroughly with running water and then drying hands – we have seen it all. We have intimate knowledge of the components of a perfect hand wash – interlaced fingers, palm to palm, rubbing rotationally with clasped fingers and so on and so forth.

    Among the various brands and companies that have been circulating videos on precautions in social media is Tata Steel. It has been actively combating Covid2019 since the lockdown began, issuing several advisories, including one on hand wash. Tata Steel and  Wunderman Thompson South Asia – creators of the advisories – were curious to know whether people are putting their knowledge of best hand wash practices to good use. Are they practising what they have picked up from countless hand wash videos? There was only one way to find out.

    “We conducted a social experiment. We asked people to send in videos of their hand wash regimen. What we discovered was surprising and shocking at the same time! We were pleasantly surprised to see that just about everyone was familiar with the correct way to wash hands. But the relief we felt at this discovery was short-lived as we chanced upon something that was quite alarming, to say the least. We found that everyone without exception kept their taps running while washing their hands. Which meant that for every 20 sec hand wash, each of these individuals was wasting several litres of water,” said the company release.

    Tata Steel has always been committed to a sustainable future. Its sustainability initiatives encompass the areas of biodiversity, renewable energy, water conservation, recycling and reduction of carbon footprint. On the occasion of Earth Week, the message of washing hands while saving water needed to be shared immediately. Who better than Tata Steel – a sustainability champion – to do the needful. And what better way to deliver the message than a film for digital media.

    “But how to get this done at this time? We approached a production house who strung together the videos from our social experiment combining it with footage that they shot, inserted the supers, scored the music and mixed it. And the film was good to go when most of the entire world was shut inside. The film begins with shots of people of different genders and age groups washing their hands. We find that each individual is doing it the right way. The camera then reveals each person had the tap on right through the 20 sec of hand wash. The film ends with the words ‘Don’t let one crisis give rise to another. Don’t keep the water running while you wash your hands,” stated the company.

    Senthil Kumar, chief creative officer, Wunderman Thompson, said: “The idea was to highlight the hidden problem which will only increase with every hand wash. If the tap remains open while we are washing our hands for 20 seconds or more, we end up wasting a lot of water. It is imperative to draw attention to this issue which can be easily overlooked because of the threat of Corona. The creative device of social experiment lends the film a certain candour and authenticity. And since Tata Steel has always stood up for sustainability for a better future, it punctuates this very important message that could otherwise be missed. While we build India’s biggest bridges we also care about the water under the bridge.”

    Arjun Mukherjee, ECD & VP, Wunderman Thompson, Kolkata said, “While we are following the guidelines and washing our hands frequently, we are precipitating another global crisis – water shortage. This can lead to a huge water scarcity in the near future. This timely film drives home the message that when we wash hands we should be careful not to waste water.”

    Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, said: “Wunderman Thompson, erstwhile JWT, has been associated with Tata Steel for several decades. We had created the iconic ‘We Also Make Steel’ campaign for Tata Steel and, more recently, the ‘We Also Make Tomorrow’ campaign. We are delighted to partner Tata Steel again on this extremely relevant film with an urgent message.”

    Credits:

    Client: Tata Steel

    Agency: Wunderman Thompson

    Project Head:

    Vijay Jacob Parakkal, Sr. VP & Managing Partner

    Creative Team:

    Senthil Kumar, Chief Creative Officer

    Arjun Mukherjee, ECD & VP

    Nuzhath Enayath, Copywriter

    Account Management:

    Nilanjan Sarkar, Client Services Director

    Production house: Little Lamb Films

    Executive Producer: Monalisa Mukherji

    Producer: Avishek Ghosh

    Director & Editor: Nobin Dutta

    Music: Mayukh-Mainak

  • ASCI calls Kissan Ketchup, Oxylife ads misleading

    ASCI calls Kissan Ketchup, Oxylife ads misleading

    MUMBAI: The Advertising Standards Council of India (ASCI) has called out popular brands like Kissan Ketchup (HUL), Bajaj Pulsar (Bajaj Auto Ltd) and Oxylife (Dabur) for misleading advertising.

    ASCI investigated complaints against 342 advertisements in January this year, of which 110 advertisements were promptly withdrawn by the advertisers on receipt of the communication from the council. The remaining 232 advertisements were evaluated by the independent Consumer Complaints Council (CCC) of ASCI that upheld complaints against 208 advertisers, out of which 83 belonged to the education sector, 64 belonged to the healthcare sector, eight to personal care, seven to real estate sector, five to the food & beverages sector, and 41 were from the ‘others’ category.

    ASCI revealed in a press note that it exercised the “Suspension Pending Investigation” (SPI) option to fast track a complaint against an extremely offensive advertisement of an online content app. The advertisement shown as a user-uploaded content involving the use of expletive and swear words as well as the use of obscene language. The advertiser was instructed to pull down the objectionable advertisement within 48 hours.

    Kissan Ketchup’s claim to "boring roti-sabji ko banaiye yummy kissan roll" was found to be misleading. It was observed that while the CCC agreed with the advertiser’s submission that ketchup, like a condiment, enhances the specific tastes of the dish, thereby making it appealing to the children. However, calling out regular “roti-subji” as boring was considered to be discrediting home-cooked food and also disparaging good food practises. The advertisement also contravened the ASCI guidelines on advertising of food and beverages.

    Bajaj Pulsar was called out for portraying dangerous acts and manifesting a disregard for safety as ‘the visuals were likely to encourage minors to emulate such acts which could cause harm or injury.’

    “PharmEasy’s television advertisement’s claim “Trusted by 50 Lac + Customers” was not substantiated. The advertiser did not provide any verifiable data or market/consumer survey data to support the claim nor was the claim backed by any audited report or independent third-party validation,” noted ASCI's press statement.

    In the cosmetic and personal care category, Dabur was found to fall foul by contravening the ASCI guidelines for advertising of skin lightening or fairness improvement products. These were two separate advertisements of their cosmetic bleach brands. Another FMCG company misled consumers by claiming that its soap was recommended by doctors and is capable of reducing the risk of skin problems by up to 95 per cent.

    For the month of January, the CCC saw misleading advertisements of several IVF hospitals and fertility clinics guaranteeing success and claiming to be the best. There were also a number of real estate advertisements making leadership claims which were unsubstantiated.

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  • Wunderman Thompson launches new campaign ‘shut out corona’ for Tata Pravesh

    Wunderman Thompson launches new campaign ‘shut out corona’ for Tata Pravesh

    MUMBAI: Wunderman Thompson South Asia has conceptualised a digital film for Tata Pravesh. The film demonstrates how India is united in its fight against novel coronavirus, shutting all its doors to signify that when an entire country shuts its doors, it has the power to shut out Corona.

    According to Tata Pravesh, the main challenge was to get this done at a time when the entire world was behind closed doors, production houses included. Crowdsourcing was the only solution. The film was made with Instagram and twitter posts by hundreds of Indians with the Tata Pravesh hashtag #DoorsOfIndia. These shots were combined with footage of closed doors sourced from the Wunderman Thompson team across six Indian cities.

    As PM Narendra Modi announced a nationwide lockdown on 24 March to curb the spread of the deadly novel coronavirus. Since then, the pleas of the PM and Chief Ministers across states, urging people to stay indoors, have been ignored by many. There appears to be a lack of awareness of the consequences of venturing out and this extends even to the more evolved. Incidents of violation of govt. guidelines continue to make the headlines and a large number of people have already been arrested.

    Individuals are not adhering to the one overarching guideline of staying indoors to stay safe, blissfully unaware of the consequences of coronavirus. With the deadly virus knocking on our doors, it was imperative to drive awareness of the simple fact that when you stay home you stay safe, India had to be reminded that you are safe indoors.

    The film brings lockdown alive through hundreds of closed and locked down #DoorsOfIndia. It begins with shots of doors closing followed by a montage of closed doors from various geographies covering the entire expanse of this vast nation. The fast-paced montage is choreographed to a ‘homemade’ soundscape that is evidence of how work from home can give birth to truly ingenious solutions.

    An entire Indian classical music rhythm pattern was created not by using traditional Indian percussion but by using live sounds of doors being shut and sounds of latches, hinges, stoppers, and locks, along with ambient street noises and dialogues. These sounds were sourced from across the country using #DoorsOfIndia.

    Tata Steel chief services and solutions business P Anand said, “Tata Pravesh has always endeavoured to open minds through evocative socially connected films. This relevantly timed film reminds people to stay behind closed doors, that being the best way to combat Corona.”

    Wunderman Thompson  CCO Senthil Kumar said, “The idea was to bring alive the fact that India has shut its doors on Corona. This simple idea was executed powerfully by featuring doors from various provinces which gives the film a pan India scale while indicating that the #DoorsOfIndia will remain closed till we #ShutOutCorona.”

    Wunderman Thompson Kolkata ECD and VP Arjun Mukherjee said, “It was important to tell people that all it takes to flatten the curve is to shut the door. The film uses doors of various shapes, sizes, age and lineage which reflect the diversity of this nation, all united in shutting out Corona.”

    Wunderman Thompson senior VP and managing partner Vijay Jacob Parakkal said, “The vast numbers who have closed their doors on corona is testimony to the exceptional resolve and fortitude that our country has always demonstrated in times of stress. We are delighted to partner Tata Pravesh on this film which shows what India can do if it puts its heart into it.”

  • Business Ad Usual! Ogilvy’s homemade experiment during lockdown

    Business Ad Usual! Ogilvy’s homemade experiment during lockdown

    NEW DELHI/MUMBAI: The ongoing 21-day lockdown in the wake of n-COVID19 in the country has posed unprecedented challenges for the ad world. With entire companies forced to work from home and shoots halted, it has become quite difficult to conceive new video campaigns, at a time when content consumption is at a record-high. However, even in this crisis, creative agencies have found a way to create ads that can lift people’s spirits.

    One such agency is Ogilvy. Under the expert leadership of chief creative officer worldwide and executive chairman India Piyush Pandey, Ogilvy has managed to set a new creative standard.

    In the past week, two brands, Asian Paints and Tata Sky, launched new video campaigns, using montages of recorded phone videos set beautifully on a lyrical voiceover, both creatively managed by Ogilvy. While the core concept and process remained almost similar for both the stories, each shared a different message and gave a different feel.

    Ogilvy India CCO Sukesh Nayak tells Indiantelevision.com, “I generally feel a brand, in a way, has a role to play during the time of crisis. It has happened with both the brands – Tata Sky as well as Asian Paints. One needs to ask themselves what they can do, what they can offer.

    At the end of the day, consumers are your guide. Ads are created for them. Today we all are at very challenging times in our lives. Everybody is struggling with their own fear, anxiety, and pressure. So, yes as an advertiser I have many ideas to execute.”

    Elaborating more on Tata Sky’s “Ghar Baithe Kuch Seekhein campaign”, he shares, “My constant thinking is what I can do to make your job easier. Hence, we came across the idea of freeing up the services. Tata Sky is doing its bit to entertain and engage subscribers while they stay at home. We looked at the positive side of this nationwide lockdown. You can learn so many new things in this 21-day lockdown period and this is how the brand came up with this unique idea. So, Tata Sky has given free access to content that will include value-added services for the entire family.”

    Tata Sky chief communication officer Anurag Kumar adds, “The starting point of the campaign was that we were not looking for a creative video, which is high on production value. In fact, we were looking for authentic communication and empathy towards the consumers.”

    For Asian Paints, the revival of its “Har Ghar Chup Chap Se Kuch Kehta Hai” campaign was meant to give the audience a reason to smile, appreciate what they have in these tough times, and lead richer lives at homes, reveals Asian Paints MD & CEO Amit Syngle.

    He says, “In current uncertain and trying times, we endeavoured to capture glimpses of moments people are spending at home and memories that are being created in the process. The campaign weaves in various stories, memories, and interactions that are relatable as people are doing the very same things at home now.”

    For Syngle, the campaign was conceptually different from what the brand has used earlier. “The purpose of this campaign is centred on the well-being of our consumers. Amidst the challenging times we are facing today, Asian Paints, through this light-hearted take, inspires people to stay at home and stay safe during the lockdown period.”

    For Kumar, an additional learning was the whole process that was taken into account to create the campaign. “From start to finish, the campaign was executed in 72-hours. The whole process of briefing and discussion, which earlier would have taken months, was done away with. All the discussions happened on calls and WhatsApp messages and not even a single person in the entire chain, including the director and actors, stepped out of the house.”

    He also notes that the campaign cost dropped down to about one-third to one-fifth of what it usually takes to produce video ads.

    Highlighting more about the collaborative process, Nayak notes, “The agency and the brand were truly finding the relationship and partnership during this time. There was no brief given but it was a collaborative effort. These kinds of things are happening every day. Brands need to get connected with the agency while the agency has given a clear brief to respective teams. One good thing that we did is we talked to each other a lot. We communicated on a regular basis. We made points to discuss things. We made a list of things that are troubling our consumers and what an agency and a brand can do for them. I keep myself in the consumer’s shoes. It helps in ideation.”

    Nayak thinks that more brands and agencies should come onboard to work on campaigns like these. “We are working with lots of partners across the country. I am personally happy to see my team and clients working like this to create magic. I think other brands should also do this because joy should be copied.”

    But given the speed and financial benefits, can such campaigns become a norm for the industry?

    Kumar doesn’t think so. According to him, after the lockdown is lifted, such campaigns can be executed on special occasions but it will not become a norm.

  • Wunderman Thompson encourages consumers to work out while staying in

    Wunderman Thompson encourages consumers to work out while staying in

    MUMBAI:   With India going into lockdown for a longer period, it has become even more difficult for health enthusiasts to continue their regular workout regime. Parag Milk Foods, for its sports nutrition brand ‘Avvatar’, had come up with a campaign encouraging consumers to continue with their daily health routine without stepping out. Conceptualised by Wunderman Thompson South Asia, this campaign emphasises on the need of the hour of – ‘Staying home to stay safe’.

    Talking about this campaign Parag Milk Foods sr. VP strategy Akshali Shah said "We are surrounded with lots of negativity today, leading to only anxiety and fear in one’s mind. In these difficult times, one of the best ways to stay motivated is through a daily workout. A healthy body and healthy mind help to relieve stress and anxieties of everyday life. Also, the fitness, strength, and resilience achieved, help to protect us from both mental and physical illness. So, with little help from Avvatar and a little dedication from us, we can achieve that much-needed positivity which gives us the strength to fight back. As a responsible corporate social citizen, our aim was to encourage consumers to develop this habit of working out every day while staying at home and achieve their fitness and mental health goals."

    Wunderman Thompson, India sr VP and exec business director Samarth Shrivastava further added, "For the moment, working out has just moved in. So, what do you do? You adapt. Our campaign objective was to drive that adaptability factor along with spreading the awareness of staying at home."

  • Gozoop’s #HumHongeKamyaab campaign brings a ray of positivity

    Gozoop’s #HumHongeKamyaab campaign brings a ray of positivity

    MUMBAI: As India gears up to face a global pandemic, with a 21-day nation-wide lockdown, public sentiment veers between anxiety, confusion, and determination. With social distancing being the need of the hour, there is a need to be united in spirit while physically staying apart, so that we can break the chain and flatten the curve. 

    At the close of the PM's address where he announced a nation-wide 21-day lockdown, Gozoop released a video to showcase this determination and spirit that is more than just the sound of a spoon hitting a plate. It is a sound that reverberates the will and determination of a nation that has come together in trying times. This video was shared by NITI Aayog in the public interest.

    The video has also been shared by Bollywood celebrities like Deepika Padukone to promote this message of positivity in tough times.

    Hum Honge Kamyaab is a song that has represented the country’s hope and determination for generations and continues to do so in these difficult times. This song perfectly describes the spirit of every Indian across the country because when the doors were shut, people took to their windows to come together.  

    This moment was the ray of light all of us had been looking for in these bleak times. 

    A moment of hope. A moment of togetherness. A moment of perseverance. A moment that tells us it will all be okay. 

    Speaking about this, Gozoop CEO and co-founder Ahmed Aftab Naqvi said, “This is a time for all of us to stick together in spirit but stay separate at home. We wanted to communicate this message to as many people across the nation, in a way that they understand and act on it. I am glad that our team while working from home, put in their efforts and used the power of creativity to launch this video. I am thankful to the NITI Aayog for supporting this idea and helping it reach across India. If this helps save even one life, we will consider our job done.  #HumHongeKamyaab.”

    Gozoop Creative Head Shrenik Chedda said, “I have always believed that advertising is creativity with a purpose. So when our Prime Minister spoke about coming together, it struck a chord within all of us. And that's where the idea was born. This video channels the powerful sentiment of our nation and champions the need for unity in times of adversity. A unity whose very essence is bound in staying apart.”

    “The beauty of our great country is that despite our differences in times of crisis our SPIRIT is paramount. From this simple truth was born #HumHongeKamyaab. Our attempt was to pull off a tale of this unity in a unique way, bringing together positivity and pride from different parts of India in a short span of 2 days. Standing strong together is the core of every crisis, but the uniqueness here is standing away and emerging stronger,” said Gozoop group director – brand communications  Megha Ahuja.

    While it is important to be united in spirit in these trying times, it is equally important to physically stay apart. Let’s continue social distancing in a diligent manner, as we can make a difference by staying indoors.

    As we remain bound by a determination to face the COVID-19 crisis head-on, there is one thing we must always keep in mind – Times are tough. But we are tougher.