ITV

Category: Ad Campaigns

  • IAB Tech Lab launches programmatic CTV genre guidance for public review

    IAB Tech Lab launches programmatic CTV genre guidance for public review

    MUMBAI: After a quiet pause since its 2020 retirement, the Interactive Advertising Bureau (IAB) Tech Lab is back with a roar, reimagining the digital advertising playbook.

    Known for its pivotal role in shaping online advertising standards, the global body has unveiled an ambitious update to its programmatic connected TV (CTV) guidance, powered by the advanced frameworks of Content Taxonomy 2.0 and 3.1.

    Like a phoenix rising, these updates signal a bold comeback, aiming to eliminate inefficiencies, unify the industry, and set a new benchmark for digital advertising clarity.

    Open for public review until 31 January 2025, the move invites the advertising ecosystem to shape the future of programmatic innovation together.

    The updates, developed by the Taxonomy & Mapping Working Group and Programmatic Supply Chain Working Group, introduce key features:

    . New OpenRTB attributes: genres and gtax

    .  Updated genres list in Content Taxonomy 3.1

    . Specific implementation guidance for CTV genres

    .  Bi-directional mapping between Content Taxonomy 1.0 and Ad Product Taxonomy 2.0

    These enhancements address inefficiencies caused by free-text genre descriptions, which complicate bidstream data interpretation for DSPs. By adopting standardised genres and the gtax framework, the industry can achieve better contextual targeting and more tailored campaigns.

    Content Taxonomy 1.0, deprecated in 2020, still poses challenges for companies relying on older systems, leading to inefficiencies and risks like content misclassification. The new mapping guidance bridges the gap, allowing compatibility between older and newer systems. This ensures DSPs using older taxonomies can effectively read and interpret labels from SSPs leveraging Content Taxonomy 2.0.

    IAB Tech Lab CEO, Anthony Katsur emphasised the significance of these updates, “We’re tackling the complexity head-on. This work is about simplifying the way the industry connects and operates, so businesses can spend less time dealing with friction and more time creating value. It’s a step toward making programmatic advertising smarter, faster, and more reliable for everyone.”

    The updated taxonomies empower publishers and advertisers to categorise content more precisely, enabling curated inventory and privacy-respecting advertising experiences. Features like genres and gtax provide actionable data, making contextual buying strategies more effective.

    Taxonomy & Mapping Working Group associate product manager & co-lead, Katie Shell highlighted the benefits, “This update builds on the foundation of our existing taxonomies, addressing opportunities to enhance efficiency and streamline processes. By introducing these new resources, we’re equipping the industry to work more efficiently and build toward the next generation of taxonomies.”

    IAB Tech Lab invites industry stakeholders to review and provide feedback on the guidance during the public comment period, which closes on 31 January 2025. The input will help refine these tools to align with evolving industry needs.

    “This initiative solves a fundamental challenge for our industry—ensuring that taxonomies integrate effortlessly across platforms,” said Subtextive CEO & principal, Temese Szalai. “By offering these mappings and implementation guidance, we’re addressing inefficiencies and creating real, measurable impact for publishers, advertisers, and platforms alike.”

    For further details and participation in the public comment process, visit IAB Tech Lab’s official page.

  • Mahindra Tractors celebrates the underdogs for Kisan Diwas – Farmers!

    Mahindra Tractors celebrates the underdogs for Kisan Diwas – Farmers!

    MUMBAI: In a world powered by AI and technological marvels, where convenience reigns supreme and lifestyles are defined by lattes and luxury, there exists a timeless force often overlooked—our farmers.

    Without them, there’s no favourite meal, no comforting home-cooked dish, no Swiggy, no Zomato – nothing. And yet, how often do we pause to say thank you?

    These unsung heroes, with soil-streaked hands and unyielding spirits, labour tirelessly not for wealth or applause but to nourish a nation. They rise with the sun, weather storms, and endure backbreaking toil, all for a marginal fee, just to ensure that our plates are never empty.

    While the modern world chases corporate perks and glittering paychecks, these guardians of the earth find joy in simplicity, gratitude in hard work, and purpose in feeding millions.

    This Kisan Diwas, Mahindra Tractors, India’s leading tractor brand, reminds us of a debt we can never truly repay. Through their heartfelt campaign, “Did You Thank the Farmer?”, they urge us to pause, reflect, and honour the silent strength behind every meal we consume. It’s not just a celebration—it’s a call to remember, respect, and cherish those to whom we owe our very sustenance.

    The campaign features a vibrant digital film that draws parallels between food delivery personnel and farmers. It acknowledges how urban dwellers regularly thank delivery personnel when receiving food parcels but often overlook the farmers who make every meal possible. Mahindra’s campaign encourages everyone to use Kisan Diwas as an opportunity to show appreciation for farmers, urging people to post messages with the hashtag #ThankYouKisan on social media.

    Kisan Diwas, observed annually on 23 December, honours the legacy of India’s fifth prime minister, Chaudhary Charan Singh, a champion of farmers’ rights. The day is dedicated to recognising the invaluable efforts of farmers across the country.

    Mahindra Tractors’ initiative aligns with its mission to empower farmers through innovative solutions, reliable tractors, and robust financial support. The campaign aims to bridge the urban-rural divide by fostering a sense of gratitude among audiences and highlighting the crucial role farmers play in sustaining the nation.

    Express your gratitude to farmers by posting messages on social media platforms such as YouTube, Instagram, or Facebook with the hashtag #ThankYouKisan.

    Watch the video here:

     

     

    Mahindra Tractors continues its commitment to supporting farmers, celebrating their dedication through this initiative, and urging the nation to acknowledge their contributions every day. Let us rise together, not just in gratitude, but in action, to honour their toil and ensure they too reap the fruits of their endless devotion.

  • Bookmyshow brings festive cheer with ‘You Make the Excuse, We’ll Make the Plan’

    Bookmyshow brings festive cheer with ‘You Make the Excuse, We’ll Make the Plan’

    MUMBAI: Picture this: It’s 24 December, and your boss sends a late-night email about a year-end report. You glance at the clock-it’s almost Christmas. The scent of gingerbread wafts through the air, twinkling lights paint your living room, and your family awaits a cozy movie marathon.

    But instead of holiday cheer, you’re drafting excuses: ‘Family emergency’, ‘Last-minute volunteering’, or the classic, ‘Wi-Fi issues’.

    Enter Bookmyshow with its cheeky campaign, “You Make the Excuse, We’ll Make the Plan”.

    Aimed at the excuse-spinning, memory-making crowd, this initiative captures the chaotic charm of the festive season. It nudges us to swap the guilt for good times-whether it’s a concert under the stars, a theatrical masterpiece, or a blockbuster movie night.

    Because, let’s be honest, between spreadsheets and stage lights, what truly matters are the moments spent with those who make life a celebration.

    After all, deadlines can wait, but New Year’s fireworks? They won’t.

    The campaign shines a spotlight on the seasonal tug-of-war between professional responsibilities and festive celebrations. With hilarious portrayals of employees drafting imaginative leave excuses—from celebrating a cousin’s goldfish’s birthday to answering the irresistible call of the mountains—Bookmyshow highlights the joys and challenges of the year-end rush.

    The narrative unfolds through two engaging videos. One captures the employees’ perspective, showcasing their comical efforts to justify time off for entertainment plans booked on Bookmyshow. The other flips the script, offering the boss’s viewpoint as they navigate a wave of creative leave applications, eventually succumbing to the festive cheer themselves with an out-of-office email, “Finding my Inner Peace.”

    The campaign urges audiences to laugh at relatable workplace moments and embrace the holiday spirit by booking their festive plans early.

    Bookmyshow head of marketing, Dolly Davda shared her thoughts, “As the year comes to a close, the festive season offers a perfect opportunity to pause, relax and celebrate. With ‘You Make the Excuse, We’ll Make the Plan,’ we’ve captured the relatable humour, where balancing responsibilities and revelry becomes part of the holiday tradition. This campaign encourages people to take a well-deserved break and focus on what truly matters—spending quality time with loved ones and creating unforgettable memories.”

    Adding to the campaign’s charm, leading brands joined the fun with quirky out-of-office replies. From Maybelline India’s “OOO or not, servin’ looks is our top priority” to Swiggy India’s cheeky “Sounds like a January problem”, the campaign sparked a wave of festive humour, resonating with audiences across platforms.

    Whether it’s grabbing tickets to blockbuster movies, live performances, nature treks, or spectacular New Year’s bashes, Bookmyshow promises seamless planning for all entertainment needs. This campaign reminds audiences that the holiday season is all about cherishing moments and embracing the joy of celebration.

    Still mastering the art of excuses?

  • Dabur launches Herb’l kids toothpaste with Iron Man and Elsa

    Dabur launches Herb’l kids toothpaste with Iron Man and Elsa

    MUMBAI: In a world brimming with chemicals, today’s parents often find themselves longing for the same thoughtful care their elders trusted.

    Just as Dabur won hearts across generations with the timeless goodness of Chyawanprash, they’re now extending that legacy of trust to the tiniest smiles in the family.  

    Introducing Dabur Herb’l Kids Toothpaste—crafted for tiny teeth with no added chemicals, a strawberry-sweet promise of cavity protection, and the playful charm of Iron Man and Elsa from Frozen.

    It’s not just toothpaste; it’s Dabur’s way of saying they’ve got your little ones’ backs, just like they had ours all along.

    The toothpaste, crafted with natural ingredients, aims to motivate children to brush regularly while ensuring their oral health. It is free from fluoride, parabens, peroxide, triclosan, and SLS, making it a safe choice for parents.

    Dabur India Limited, EVP – marketing, Abhishek Jugran highlighted the product’s purpose, “We are very happy to enter the kids’ toothpaste category with ‘Dabur Herb’l Kids Toothpaste.’ The two toothpaste variants have been designed specifically for boys and girls. Enamel on kids’ teeth is much thinner than that of an adult’s teeth, making them naturally prone to cavities. The new Dabur Herb’l Kids toothpaste, specially formulated for kids with all-natural ingredients, forms a protective layer over their enamel and fights decay-causing germs and bacteria. This new product will help motivate kids to brush and inspire parents to further instill healthy oral care habits at an early age.”

    Priced at Rs 195 for 80g, the toothpaste is available in two variants: Iron Man for boys and Elsa for girls. This collaboration with Disney Consumer Products ensures the toothpaste appeals to fans of these iconic characters, making brushing a fun and engaging activity.

    Dabur India Ltd., marketing head – oral care, Prashant Agarwal added, “Dabur continues to set a benchmark in the oral care industry by merging herbal wisdom with scientific innovation to provide effective solutions for oral health needs. The toothpaste has been made with researched herbal remedies and has 0% Fluoride, Paraben, Peroxide, Triclosan, and SLS. It protects against cavities, restricts bacterial growth, and promotes healthy teeth and gums. We are confident that the new Dabur Herb’l Kids Toothpaste will be loved by kids and trusted by parents. Each pack also has a QR Code enabling parents and kids to play a game, and lucky winners can get Iron Man and Elsa collectibles.”

    Dabur Herb’l Kids Toothpaste is now available on e-commerce platforms and will soon be stocked in modern trade outlets. With its emphasis on safe, natural care and an exciting brushing experience, Dabur is set to redefine oral care for kids.

  • Savour the art of slowing down with Cadbury Bournville

    Savour the art of slowing down with Cadbury Bournville

    MUMBAI: Can’t wait for a quiet evening, the hum of the world softening, and a square of indulgent dark chocolate melting slowly on your tongue?

    In a world addicted to speed, where every moment seems to blur into the next, Cadbury Bournville invites you to hit pause.

    With its new campaign, Don’t Rush It, Mondelez India’s premium dark chocolate brand is redefining indulgence—not just as a treat, but as a way of life. It’s an ode to slowing down, embracing the present, and savouring the intense richness of life, one luxurious bite at a time.

    After all, why race through life when the sweetest moments come when you simply pause?

    At the heart of the campaign lies a powerful message: life’s most meaningful indulgences aren’t meant to be rushed.

    Cadbury Bournville, crafted with perfectly roasted cocoa beans and designed with larger indulgent pip shapes, offers a rich taste that demands attention, time, and mindfulness. The campaign positions Bournville as more than just a treat—it becomes a ritual, an opportunity to immerse oneself in a luxurious moment of indulgence.

    Mondelez India VP marketing, Nitin Saini highlighted the campaign’s purpose, “With Cadbury Bournville, we believe that life’s most meaningful indulgences aren’t meant to be rushed. In a world where everything moves at a relentless pace, we want to inspire people to take a moment, be present, and truly savour the richness of their moments. Thus, with our new campaign, ‘Don’t Rush It,’ we’re encouraging consumers to experience a deeper connection with oneself—one pip at a time. After all, the most memorable moments are the ones that are unrushed.”

    The campaign film, a high-octane thriller with a humorous twist, dramatises Bournville’s intense taste, reinforcing the idea that it is best enjoyed bit by bit.

    Ogilvy India CCO, Sukesh Nayak added, “We wanted Bournville to make dark chocolate desirable in India, which is predominantly a milk chocolate market. This campaign maintains Bournville’s premium, international imagery while introducing a unique narrative that captures the richness of its flavour. The film perfectly blends sophistication with wit, creating a memorable appeal.”

    Watch the campaign film here:

  • Flipkart’s Sad Panda becomes a viral icon for android advantage campaign

    Flipkart’s Sad Panda becomes a viral icon for android advantage campaign

    MUMBAI: In the battle of operating systems, where iPhones reign supreme and Androids hustle for the limelight, Flipkart’s Android Advantage campaign has flipped the script—quite literally.

    Enter the Sad Panda, a hilariously mopey yet oddly relatable mascot who’s taken the internet by storm, transforming from a couch potato into a pop culture phenomenon overnight. With its quirky humor, snappy storytelling, and spot-on Gen Z vibes, the campaign is more than just a marketing win; it’s a cultural reset.

    Forget doomscrolling—this is the wholesome viral content we didn’t know we needed.

    The campaign’s narrative cleverly captures a moment of digital-age connection. It follows a man who transforms into a panda, metaphorically portraying the isolation he feels as his partner focuses on her phone. The twist? He uses Android’s exclusive features—such as Google Gemini and Circle to Search—to plan a heartfelt surprise, celebrating the role of technology in creating meaningful connections. With its compelling story and advanced tech showcase, the campaign has amassed over 100 million views on Instagram in under a week, generating widespread buzz across social media.

    Even before the ad’s release, the Sad Panda was creating a stir. Spotted in meme-worthy scenarios—sulking on a park bench, holding signs at Marine Drive, or waiting outside a club—the character became an instant social media hit. Meme pages, pop culture accounts, and influencers amplified its presence, making the Sad Panda a relatable and humorous symbol of digital distraction. As it trended on Twitter, it resonated deeply with Gen Z, who embraced its quirky and lighthearted charm.

    The Sad Panda campaign seamlessly weaves pop culture with cutting-edge technology, engaging younger audiences while showcasing Android’s innovative features. The campaign coincides with Flipkart’s Big Saving Days, launching on 20 December, offering exclusive deals on Android devices—a timely opportunity for audiences to upgrade their gadgets.

    By capturing relatable moments of digital disconnection and emotional connection, the Sad Panda campaign exemplifies the power of storytelling in modern advertising.

    What began as a forlorn character has transformed into a cultural phenomenon, leaving a lasting impression on audiences and redefining how brands engage with digital-savvy consumers.

     

     

  • Brook Bond’s Taj Mahal chai’s graceful tribute to Zakir Hussain

    Brook Bond’s Taj Mahal chai’s graceful tribute to Zakir Hussain

    MUMBAI: Brand marketers and ad agency creatives as well as music maestros and music fans stand up and applaud for this one. And the folks at Hindustan Unilever’s Brook Bond – as well as the agency and copy writer who has written this specific ad  –  you can take a bow.

    Today morning’s Times of India’s Bengaluru edition of the  newspaper’s front page pays a tribute to the great Zakir Hussain who passed away on 15 December. The ad has no visuals, just a ombre blue Prussian blue background.

    It’s the word that touch your heart and stir your emotions just like Zakirbhai did in the commercials for Taj Mahal chai and his “Wah Taj boliye” parting shot in the commercials.

    The copy goes: “Ask a billion Indians what comes to mind when they hear Taj Mahal Tea. It’s not The Taj Mahal. It’s you Ustad.”

    In tiny font size,  the brand then expresses its gratitude to the globally famous tabla genius: “Thank you for all the years of a beautiful partnership.”

    And it signs off with a tiny logo of the Taj Mala brand.

    All we at indiantelevision.com can say  is “Wah Taj! Very gracefully done.”
     

  • Knorr & Netflix set off a dare-to-slurp-ramen-noodles craze ahead of the Squid Game 2 launch

    Knorr & Netflix set off a dare-to-slurp-ramen-noodles craze ahead of the Squid Game 2 launch

    MUMBAI: Fans of the hit Korean global hit Squid Game and of Korean cuisine have a double delight coming their way. Not only will they get to the watch its second season when it hits Netflix on 26 December they will  also get to slurp up their Korean noodles while watching the show. 

    Food major Knorr – part of Hindustan Unilever- has partnered  with Netflix to launch a special edition Korean ramen range inspired by the show. This includes Squid Game-themed packs in three flavors: Jjajangmyeon, Spicy Kimchi, and Gochujang Chicken. 

    A 90-second film has been launched featuring masked guards and a front man challenging a group of young participants to finish a bowl of spicy Korean ramen in 60 seconds. If they fail, the frontman warns, they will be eliminated.  The participants dig into their bowls and slurp away to their soul’s delight, but they also find it spicy.  The red light-green light doll, Young-hee, makes a cameo and looks around. As the seconds tick down, one of them drops down a trap door as he has been tardy in his eating. The others hurry to finish their bowls. As the stop clock stops, those who don’t finish, drop down trapdoors. 

    And the front man removes his mask to reveal himself to be Gulshan Grover mouthing his famous dialogue: “Front man. Nooo baaaad maaan.”

    Throughout the film, the background music and chants are inspired from the Squid Games series, making for an eerie and thrilling film. It ends with a voice over challenging audiences watching the film to dare to enter the dare to slurp challenge. 
     

    Influencers

    Consumers can do so  by picking up a special Knorr Squid Game pack which features designs from the series and includes a QR code for the Dare-to-Slurp game, offering them a chance to win a trip to Seoul and attend a Squid Game fan event.

    The film – which also has a 40 second version – is being blasted across YouTube, Instagram, Facebook and heard on Spotify. On YouTube, it had generated 10 million views in just nine days.

    An extensive out of home advertising campaign has been planned. 

    As of the night of 19 December, key opinion leaders (read influencers) had been posting videos about them taking part in the challenge.  Knorr’s digital campaign features 45 of them including Orry, Urfi, Falguni Pathak, and Yashraj Mukhate, taking on the Dare to Slurp challenge. Underground rappers Big Deal, Yungsta, Yoki, and Seige are also creating exclusive raps for the campaign. 

  • Bajaj unveils eyecatching 3D anamorphic hoarding in Bangalore

    Bajaj unveils eyecatching 3D anamorphic hoarding in Bangalore

    MUMBAI: At the bustling Garuda Mall in Bangalore, shoppers pause in awe as a hoarding came to life, showcasing Bajaj’s latest outdoor billboard, Built for Life. Using cutting-edge 3D anamorphic technology, the hoarding transforms traditional brand visibility into an immersive experience, underscoring Bajaj’s commitment to innovation, durability, and contemporary design.

    The hoarding spotlights two ranges of Bajaj products – water heaters and mixer grinders – and redefines how consumers engage with appliances. At the heart of the initiative is a series of dynamic 20-second videos. Each opens with a metallic shutter bearing the Bajaj logo, sliding open to reveal a high-tech space. Hero products, such as water heaters and mixer grinders, rotate elegantly in 3D before seamlessly transitioning to real-life kitchen and bathroom settings.

    The videos highlight two key categories:

    . Water Heaters: The pentacle digi, featuring a remote and digital display, and the Contempo water heater, known for its marine grade glass line coating and ten-year warranty on the DuraAce Tank.

    . Mixer Grinders: The Evoque 4-jar mixer grinder (1000 watts), designed for south Indian kitchens, with military-grade jars and DuraCut blades that come with a lifetime warranty.

    Head of advertising & brand management Devika Sachdev commented, “The Built for Life anamorphic hoarding marks a new chapter in how we connect with our audiences. By using 3D anamorphic technology, we are not just showcasing our brand and our range of durable products but are in fact creating an immersive experience that reflects Bajaj’s vision of innovation and modernity. This campaign is about redefining how consumers see and engage with us in a rapidly evolving digital landscape.”

  • boAt gets musicians to endorse its Hi-Res Ldac-tech-based ear buds

    boAt gets musicians to endorse its Hi-Res Ldac-tech-based ear buds

    MUMBAI: When you are in the audio wearables business and want to showcase your new technology and new devices, you would not do better than  having musicians and artistes  to kind of try out your products and endorse them in a way.

    Just like boAt has done for its campaign for lossless digital audio codec (Ldac)-technology-based innovative products –  the Nirvana Ion ANC Pro and Airdopes 800 HiDef—designed to deliver an unparalleled audio experience for music lovers. Ldac actually works by transforming how music sounds.  

    The campaign features rapper Yung Raja, hip-hop producer Sez on the Beat, Grammy-nominated vocalist Shilpa Rao, and legendary fusion band Indian Ocean. These creative icons bring their musical genius to life, demonstrating how Ldac enhances their artistic process and delivers an immersive listening experience for their fans. 

    * Yung Raja (Rapper): Fusing Tamil and English, Yung Raja is a voice for today’s dynamic, youthful audience, and his unique sound reflects the power of Ldac  to bring diverse music genres to life.  

    * Sez on the Beat (Music producer): A pioneer in India’s burgeoning hip-hop scene, Sez embodies cutting-edge sound innovation, showcasing Ldac’s ability to capture every beat and sound detail.  

    * Shilpa Rao (Musician): With her emotive, versatile voice, Shilpa Rao’s partnership with boAt reflects her commitment to bridging traditional and contemporary music, offering her audience an audio experience like never before. 

    * Indian Ocean (Fusion band): Known for their eclectic fusion of sounds, Indian Ocean pioneers a musical journey that resonates across generations. Their collaboration with boAt highlights how Ldac technology elevates their music to new heights of precision and clarity. 
     
    The campaign aims to establish the Ldac technology as a game-changer in audio quality, providing crystal-clear, high-resolution sound over Bluetooth. Through this initiative, boAt is seeking to strengthen its brand image as a leader in technological innovation, while connecting with passionate music enthusiasts who crave authentic, studio-quality sound. The Ldac  technology, a breakthrough high-resolution audio codec, ensures that every detail of a track is preserved, making it ideal for audiophiles and music creators alike. 

    Said a boAt spokesperson: “The partnership with these iconic artists underscores boAt’s commitment to artistic authenticity and technological advancement, offering listeners an unrivalled audio experience, whether they’re in the studio or simply enjoying music at home. This collaboration aims to inspire listeners to experience music in its purest form—immersive, precise, and powerful.” 

    boAt’s new products – Nirvana Ion ANC Pro and Airdopes 800 HiDef.- have a stunning design  with cutting-edge features, bold colours, and exceptional sound. Airdopes 800 HiDef earbuds are available in graphite grey and sterling silver, offering a stylish and modern look. Nirvana Ion ANC Pro: Available in three premium colours: blazing comet, northern lights, and rose quartz, these noise-cancelling TWS bring superior sound and elegance to every listening experience.  

    Both the Airdopes 800 HiDef and Nirvana Ion ANC Pro are available now at an introductory price of Rs  2,299 and Rs  2,499, respectively. Customers can purchase these innovative products through multiple channels, including boAt-lifestyle.com, Flipkart, Amazon, Myntra, quick-commerce platforms, and select offline stores.