ITV

Category: Ad Campaigns

  • Asian Paints launches new TVC for SmartCare Damp Proof

    Asian Paints launches new TVC for SmartCare Damp Proof

    MUMBAI:  Asian Paints launches an all-new TVC for Damp Proof – a technically advanced waterproofing solution from Asian Paints’ SmartCare range.  As per the TVC, the product is best used for water proofing terraces, roofs, parapets and any exterior vertical surfaces. 

    Conceptualized by Ogilvy India, the TVC shows the protagonist is a Damp Proof user who is relieved of the recurring task of getting his home waterproofed every year unlike his neighbour, who has to undergo the waterproofing procedure every year. The neighbour and his family are shown to be quite flummoxed and frustrated, while the SmartCare Damp Proof user is shown to enjoy his summers relaxed and worry-free year after year.

    Speaking about the new corporate ad, Asian Paints Limited COO Amit Syngle said, “The core need of consumers facing waterproofing problems is to find an effective long term solution. Asian Paints’ brand SmartCare, is one of the first brands to launch a ‘warranty waala waterproofing’ in the Indian market. The terrace has always been considered one of the major sources of dampness & leakages in Indian homes. SmartCare Damp Proof offers consumers a 6-year minimum assurance against a chemical waterproofing which doesn’t last beyond a regular monsoon cycle. The new TVC delivers this message in a fun and casual way through a friendly banter between neighbours which is pleasant to watch.”

  • Mother’s Recipe #PerceptionBadlo campaign highlights the stereotypical comments against women

    Mother’s Recipe #PerceptionBadlo campaign highlights the stereotypical comments against women

    MUMBAI: FMCG brand Mother’s Recipe  has created a powerful vox-pop in collaboration with Social Panga, that questioned the stereotypical comments targeted towards women on International Women’s Day. To commemorate women’s day the company came up with a unique campaign ‘#PerceptionBadlo’ to address the stereotypical prejudices associated with women. 

    Speaking about the campaign Sanjana Desai, Executive Director, Mother’s Recipe – Desai Foods Pvt Ltd, said “Mothers Recipe as a brand has always encouraged women empowerment and with this campaign, we aim to bring a change in the mindset of the people who create stereotypical biases against women. We have observed that certain comments and remarks are rooted in centuries-long differences in class, sexism, and stereotyped gender roles at work, in society, and in private life. Hence, we created a campaign #PerceptionBadlo to spread awareness against the biases related to a specific gender”.  

    The campaign was a shout-out to challenging gender stereotypes, where different people gave their opinion on the change they want to see. Instead of the sexist remarks, the type of comments that they would really like to make. This campaign encouraged common people from different walks of life to share their views and opinions.

    She further added, “The campaign effectively received 1.4 million impressions and a total of 1.2 million across all platforms thus significantly affecting the stereotypical behaviour. We took the stand as a brand and asked the public to change their perception”

    Adding to the success of the campaign, Himanshu Arora, founder of Social Panga, added, ‘’The campaign was the result of the analysis we did regarding the current trends around women. We noticed a lot of chatter around stereotypical discrimination against women like only girls can wear pink, a woman should have a child by the age of 30, women belong in the kitchen, etc.  It was a conscious decision to associate with Mother’s Recipe for this campaign for driving a change. Through this campaign we aim to bring a momentum of changing the stereotypical thoughts that are associated with women”.

    Campaign Credits:

    Brand Name: Mother’s Recipe
    Campaign Name: #PerceptionBadlo
    Campaign elements: Digital Video Content
    Creative agency: Social Panga
    Campaign Video Link (FB): http://bit.ly/3cAyKme
    Director: Neha Rana, Shrestha Roy
    Producer: Sunitha Natarajan
    Cinematographer: Shwet Priya
    Art Director: Biswajit Paul
    Music Director: Biswajit Paul

  • W focuses on responsible fashion with ‘I AM AWAKE’ campaign

    W focuses on responsible fashion with ‘I AM AWAKE’ campaign

    MUMBAI: Embarking on their responsible fashion journey, W unveiled its latest campaign ‘I am Awake – to fashion, to the future’. The newly launched campaign not only talks about the need to make responsible choices towards fashion but also about the concept of responsible living that should be incorporated in every aspect of life.

    The brand is committed to reduce environmental impact and has awakened to give back. Determined towards women empowerment, their factories in Harur, Tamil Nadu, Pathankot, Punjab, have 99 per cent of women workforce. Their partnership with Solar Charkha Mission, energy efficient stores and sustainable workplace ensures the commitment towards being fashion forward as well as responsible for the future.

    Talking at length about the brand’s endeavor, TCNS Clothing Co Ltd MD Anant Daga said, “We have been relentlessly working to nurture a change towards responsible fashion. With the ‘I am Awake’ campaign, our endeavour is to make people at large aware that their fashion choices can be responsible too. Our association with Solar Charkha Mission & Aditya Birla Group (Livaeco) helps in creating responsible fashion-forward collection season-on-season. It’s a long journey which will always be work in progress but we are excited to take the first steps and are committed to building on it. 

    The customer today is well aware of the trends and at the same time is mindful of their actions. Our collection in short is a representation of the consumer of today who is aware, awake and is making efforts to adopt responsible fashion. The aim is to make sustainability commercially successful, create pilots and scale them up.”

  • FitWise partners with DigiStreet Media for launch campaign

    FitWise partners with DigiStreet Media for launch campaign

    MUMBAI: DigiStreet Media, India’s independent Marcom agency, has partnered with the vision of FitWise  to help them for its brand launch. Analysing the market scenario, DigiStreet Media has devised the brand’s journey by strategizing the all action needed at brand side to set the significant feet we call “start”.

    Rest being the brand under the experienced and proven umbrella of RPL India pharmaceuticals alongside uncanny understanding of its Founder himself in respective domain academically and genetically would certainly help the brand to navigate many big feats as time unfolds the journey forward for more.

    With the ever-growing market of the health and nutrition industry, to make one’s own mark takes time and exceptional effort. It is the trust and reputation that a brand has to build that enables it to earn a decent audience and in turn, get the funds rolling in. To build a reputation, one of the first steps is to create an apt brand Insignia and communication.

    FitWise is a new brand in the market that’s competing in the space of early movers like Healthkart, Nutrabay, HealthXP and the likes.

    “As our set practice we start with consumer, its sacrosanct with us, similarly for FitWise, we did thorough market research with different teams who visited all relevant touchpoints as gyms, yoga centres, outlets selling supplements, to figure out what is it that people are actually looking for and more. Thing that really stood out is – 1. Quality assurance that eventually leads to Trust factor and 2. Understanding the fact that building muscles are one thing and staying fit is another but it’s even more important now a days” Henceforth a thoughtful branding and communication plays even more significant role says DigiStreet Media CEO and CD Daroan Sharma.

    Unlike other players in the market in the same domain, FitWise emphasized more on overall fitness partner image as the journey goes rather than specific muscle building product seller.

    “I knew that the competition is huge and at the same time I wanted my brand to stand out from the rest hence we needed a very thoughtful identity that can grow the affinity towards our brand with right mix of marketing. I had this thought but DigiStreet brought the idea to life,” quips FitWise founder and director Shray Bablani. Since this project is close to his heart and his personel tribute to his grandfather, DigiStreet worked overtime to make sure that the launch of  FitWise was exactly on the day of birth anniversary of Shray’s grandfather to add all personal touches and inquisitiveness to the grand vision of his own.

    Knitting the whole brand identity in a same uniform outlook and at the same time keeping the nomenclature of “overall fitness”, while coming up with the brand communication ‘Happy Health to You’ Indeed as a blessings to India and fitness freaks, DigiStreet’s also kept in mind the close ties of Shray with his grandfather,  Sarvn kumar Bablani who was always known for his high values to medicine, fitness and reflection of peace amongst his peers. This made the overall brand messaging relate with the brand director at a much intimate level while making even more effective sense to the vision and consumer persay. Furthermore, the logo depicts this overall fitness with an icon joyfully depicting an exercising man set in a colour combination of blue and purple which together connotes the idea of energy and calmness, health and fitness and vitality at its best. Further added by Darpan

    “From right product, creating end to end experience, Tik-Tok ads to influencer marketing, we are keeping a tap on all the new-age digital marketing techniques and as a result of that the brand has already started receiving orders since very beginning” added COO and digital head Kavish.

  • ‘Milega Umeed Se Zyaada’ on Flipkart

    ‘Milega Umeed Se Zyaada’ on Flipkart

    MUMBAI: Flipkart, India's homegrown e-commerce marketplace, launched its new campaign for large appliances – ‘Milega Umeed Se Zyaada’ to bring about a change in consumer behaviour and urge them to not hold back their desires. The 360-degree campaign stems from the core consumer insight that budget conscious consumers want to buy best-in-class products equipped with the latest technology at affordable prices.

    In order to understand the purchase behaviour of consumers buying large appliances, Flipkart conducted extensive research to understand factors that affect consumers’ decisions and pain points. The research threw interesting insights about large appliances being a high ASP category with long refresh cycles, family involvement and a challenge of low product familiarity. The campaign addresses these insights and is aimed at enabling a behavior change in consumers of purchasing these products online.

    Speaking about the campaign, Flipkart senior director, large appliances Hari G Kumar said, “Flipkart is a homegrown e-commerce marketplace which deeply understands its consumers and has initiated various efforts towards the democratization of large appliances. Through our concerted efforts towards expanding the selection and reach, we’ve been able to empower our customers to be able to afford better technology products without the pinch of price. We understand that true delight happens when impossible becomes possible and our new campaign ‘Milega Umeed Se Zyaada’ aims to inspire budget-conscious consumers to fulfill their desires with Flipkart’s support.”

  • Hotstar’s new campaign taps the regional market

    Hotstar’s new campaign taps the regional market

    MUMBAI: Hotstar's latest advertising campaign, “Hotstar Ka Vaada, Free Entertainment Sabse Zyada”, is targeted at the Hindi-speaking markets and talks about its high-quality, vast content library which is available for free.

    The campaign, conceptualised and crafted by DDB Mudra Group, has multiple legs across TV, outdoor, print, radio and digital. It aims to reach a wider audience, including making inroads into Tier II and III markets, via on-ground consumer activations.

    The storyline is about two brothers on a plummeting plane with just one parachute. The younger one offers it to his brother as a gesture of respect, but he declines, saying he’s seen it all. The younger one then pulls out his phone calmly and shows him the content on Hotstar. With so much left to see, the elder one is now worried about crashing. The product window talks about Hotstar’s offering of a wide range of entertainment available for free.

    Speaking about the campaign, DDB Mudra West creative head Shagun Seda said, “Catalogue-range films often run the risk of being functional and generic. We had to find an entertaining way to say that Hotstar has the largest library of free entertainment. Its distinctive voice as a brand helped us deliver the message with a droll sense of humour. The idea came from a popular expression – ‘now I’ve seen it all’. In a plane that’s going down, a passenger performs a soliloquy with mock gravitas about having seen it all in life. That’s when his younger brother introduces him to Hotstar – there’s just so much left to see with Hotstar’s vast library of free content.” 

    According to Hotstar EVP and business head Sidharth Shakdher, "The marketing communications, driven by the sharp insight that a large number of entertainment consumers in Tier II and Tier III cities have no option but to watch reruns of dated shows on TV, highlights the vast library of quality entertainment content available for free on Hotstar. We are excited by the huge opportunity in encouraging trial and building adoption from the non-metro cities, thereby enabling a behavior shift towards online consumption of high-quality entertainment."

    The campaign will roll out a unique Out-of-home initiative which will culminate in a billboard spanning 10,000 sq ft, the longest ever set up in India. It will feature the variety and scale of content available on Hotstar. Other high-impact activations are billboards and wall paintings across 80 small towns, along with a branded mobile marketing canter van campaign. The canter will travel across 30 cities for a month, conduct roadshows across 150 congregation points, and showcase Hotstar’s breadth of content. This will be amplified with unique interventions such as Nukkad Natak and on-the-spot engagement activities.

    Hotstar has changed the way Indians watch their shows, from their favourite TV series and movies to sporting extravaganza. With the widest range of content in the country, Hotstar offers more than 100,000 hours of TV shows and movies in eight languages, regional and national news, and coverage of every major global sporting event, including the VIVO IPL.

  • Pee Safe’s recent video campaign shows women not just born to be ordinary

    Pee Safe’s recent video campaign shows women not just born to be ordinary

    MUMBAI: Pee Safe, personal hygiene and wellness brand, is encouraging women to rise above what the society expects of them and understand their true worth. A recent video campaign from the brand shows how the first women’s day was probably celebrated when they understood their value. The campaign reinforces Pee Safe’s commitment towards the cause of empowering women through their products and helping them rise to their full potential – after all, they are meant to achieve much more than just cook and clean.

    The video shows how God created Eve from Adam’s rib cage and all she was expected to do is be a good wife, mother, and homemaker. Somewhere in between of all these responsibilities, it dawns on Eve that she is capable and worth much more – and that is what brings upon the realization that she needs to break out of the mold and take on the world.

    Speaking about this, Pee Safe founder Vikas Bagaria said, “On International Women’s Day, we aim to give out the message that no woman is ordinary. Each one of them possesses the outstanding potential and can achieve a lot more when she chooses to step out of the confines and notions that have defined her for all these years. On our part, we are empowering them by ensuring better health and hygiene through our products. After all, good health and well-being are the cornerstones to achieving the best in life. There is an adage that behind every successful man, there is a woman and I would like to attribute the success of Pee Safe to the woman in my life, Srijana. After all, it is her personal experience that drove me to start Pee Safe – the brand that is today catering to the hygiene needs of so many women across the country.”

    Pee Safe regularly undertakes campaigns and partnerships that showcase its support to the cause of empowering women. The most recent one is its association with the Taapsee Pannu starrer Thappad encouraging women to take charge of their well-being. The brand has also been associated with the movie Toilet Ek Prem Katha earlier. Pee Safe regularly undertakes social media discussions and what is called Pee Room Conversations to enable women to speak out about taboo topics including menstruation and intimate health.

    In the last 30 months, Pee Safe has disrupted the women's hygiene products' segment by introducing environment-friendly products. The brand started with the Toilet Seat Sanitizer category that became a bestseller followed by other products addressing feminine and personal hygiene. Today, Pee Safe is a preferred choice amongst its customer base. Pee Safe's Toilet Seat Sanitizer Spray is a dermatologically tested product and kills microbes within 10 seconds, apart from being very travel-friendly. Since October 2015, the brand has diversified into products including eco-friendly sanitary pads, organic cotton tampons, menstrual cups, panty liners, breast pads, natural intimate washes, Wipes and Sweat Pads for both men and women, and Pollution Safe Anti-Pollution Dust Masks.

    Pee Safe recently raised Rs 30 crore in Series A funding led by Alkemi Growth Capital, a health and wellness-focused fund. The brand has also launched its products in the subcontinent region and plans to expand its reach globally in the next five years.

  • Goldmedal Electricals urges to ‘Save Water’ with Holi campaign

    Goldmedal Electricals urges to ‘Save Water’ with Holi campaign

    MUMBAI: Goldmedal Electricals announced the launch of a thought-provoking video on the importance of saving water this Holi. The video showcases the significance of saving water and curbing water wastage during the festival of colours.

    Commenting on the launch of the video Goldmedal Electricals director Kishan Jain said, “Today, citizens are becoming more conscious about mother nature and how their choices can make a positive impact on the environment. There are many parts of the country that still face acute water shortage, especially in the summers, and could result in a crisis if the requisite sustenance measures are not undertaken. Through our ‘Save Water’ video, we are looking to drive the message of water scarcity that exists in India and urge every citizen to celebrate the festival of colours responsibly.”

    Conceptualised by Creative Balcony, the idea of the video is simple yet interesting: Water has a direct relation with everything that’s positive in life. Without water, there can be no joy and happiness. The video highlights the fact that if we play Holi responsibly, we can save lakhs of litres of water which can then be the source of joy and happiness for lakhs of people. The essence of Holi is to spread happiness and joy – and we can achieve it by being more responsible about how we use water. 

    Shot in the interiors of India, the film shows a typical summer day where people struggle to get water for their daily needs. The creative idea here is the use of balloons and pichkaris instead of utensils and pots which instantly draws the viewer's attention to the amount of water we end up wasting. Whether it’s one balloon or one water gun – every drop of water counts – the need to save water is important and urgent. The film has been released across social media so that the message reaches people all across the country.

    According to reports, over 150 lakh litre of water is wasted every Holi and a recent study by WaterAid revealed that an estimated 163 million people lack access to clean water. Through this thought-provoking video that showcases the difficulties that people undergo, especially in smaller towns and cities, Goldmedal would like citizens to consciously make an effort to not waste water, and use water responsibly. Goldmedal Electricals as a company has been at the forefront of the promotion of the use of sustainable products and solutions to help in conserving and protecting mother nature.

  • NoBroker.com launches new TVC to lure more buyers

    NoBroker.com launches new TVC to lure more buyers

    MUMBAI: NoBroker.com, peer-to-peer real estate platform, recently launched a multi-city campaign to highlight its strength in buy/sell category after having established its leadership in the rental space.  Conceptualised and created by BlueBot films, the TVC breaks the perception that NoBroker is just a rental platform by positioning it as a first choice for buying a home.

    As much as Rs 120,000 crore is spent as real estate brokerage in India every year.  NoBroker enables better matchmaking between prospective buyers and sellers to drive significant savings in terms of time, money, and effort.

    As per NoBroker.com’s latest real estate report, as many as 64% tenants are looking to buy a house in 2020. Launched across the cities- Mumbai, Pune, Bangalore, and Chennai, Hyderabad and Delhi-NCR, the ad campaign targets buyers through multiple mediums. The campaign would be seen across National and Regional GEC, News and Movies. To augment the efficacy, the films are dubbed into respective vernacular languages for regional markets. The campaign would get amplified on digital and social platforms through multiple short format films and creatives. The campaign’s hashtag is #BuyBinaBrokerage.

    "NoBroker helps save over INR 1200 crores in brokerage annually. It sells over 1500 properties a month. We are already leaders in rental category across cities where we are present. This campaign would position us as a leader in the buy/sell space as well," Co-founder and CBO of Nobroker.com Saurabh Garg said. 

    Siva Prasad, Director Marketing at NoBroker.com said, “This campaign is designed to break the perception that NoBroker is just a rental platform by positioning it as a first choice for buying a home. We are targeting buyers who are financially smart and appreciate a more autonomous and brokerage-free process of buying a property.”

    NoBroker.com is a one-stop shop for home buying and associated needs such as home-loans, legal advice and interiors. In a short span since its launch, NoBroker.com has disrupted the Indian residential and commercial real estate markets through its innovative peer-to-peer approach. Leveraging cutting-edge technologies and AI-assisted tools, the platform eliminates brokers from the property search and discovery value chain to facilitate direct connections between property owners and property seekers. The platform has also introduced several unique features to address information asymmetry and to deliver end-to-end real estate solutions to its customers. The platform has been consistently featured amongst the most disruptive tech start-ups in India.

  • DBS Bank celebrates ‘Agents of Change’ with SPARKS’ new episode

    DBS Bank celebrates ‘Agents of Change’ with SPARKS’ new episode

    MUMBAI: In celebration of International Women's Day, DBS Bank India released a new episode of its award-winning mini-series, SPARKS, featuring brand ambassador Sachin Tendulkar. Titled 'Agents of Change', the  episode traces the journey of Even Cargo, an Indian social enterprise that is paving the way for the female delivery personnel. Even Cargo is a Delhi-based enterprise that trains and employs women from marginalised backgrounds as delivery associates with some of the world’s largest e-commerce companies.

    DBS Bank India ED – group strategic marketing and communications Shoma Narayanan said,  “We are moving towards creating conversations and engaging customers through innovative storytelling and authentic content. Being purpose-driven has always been a part of DBS’ value system, and we aim to drive meaningful change through SPARKS."

    Narayanan added, "SPARKS celebrates real-life heroes working towards creating a sustainable future, and on the occasion of International Women’s Day, we are bringing you the story of one such enterprise. Even Cargo helps women work in professions that have traditionally been inaccessible to them. We are delighted to join hands with Sachin Tendulkar for this episode of SPARKS, and are committed to championing our shared vision of gender equality.”

    Even Cargo founder and CEO Yogesh Kumar said, “At Even Cargo, our endeavour is to help in the skill development of women, leading to an increase in their participation in the labor market and therefore, helping them overcome the barriers of unemployment. Women are the driving force behind our organization’s mission, and we are delighted to celebrate their contribution this Women’s Day. DBS Bank and Sachin are equally passionate about championing inclusivity, and we thank them for supporting us in our journey.”

    In 2016, DBS Bank launched SPARKS, the first-ever miniseries on bankers in Asia. The last two episodes of Season 1 were inspired by Sachin’s longstanding mission of increasing access to play for less-privileged children. DBS partnered with Sachin to bring this purpose to life and together, lit a playground in the Mumbra district of Thane, transforming the lives of over 7,000 children. Since its debut, the SPARKS series has garnered more than 400 million views and over 34-million engagements from audiences across Asia.