ITV

Category: Ad Campaigns

  • Godrej Group promotes gender equality and women empowerment on International Women’s Day

    Godrej Group promotes gender equality and women empowerment on International Women’s Day

    MUMBAI: To commemorate International Women’s Day, brands across the Godrej Group, came together to celebrate womanhood and their contribution towards different aspects of life. The Godrej Masterbrand thanked its women employees by featuring them in a digital video on gender equality and women empowerment while brands like Godrej Expert Rich Crème and Godrej Appliances unveiled their campaigns around Women’s Day. The group’s other brands like Cinthol Original Soap, Godrej Locks and Godrej Security Solutions rolled out female-led influencers and digital campaigns.

    This year, International Women's Day theme is #EachforEqual depicting an equal world is an enabled world. Godrej Group is committed to offering equal opportunities in employment through an Equal Opportunities Policy. Godrej Group brands have come together for multiple initiatives that promote gender equality, women empowerment and how women can bring about larger societal change.

    Commenting on the same, Godrej Group executive director and chief brand officer Tanya Dubash said, “At Godrej, we are committed to empowering our women employees to transform their social disadvantages into opportunities. We empower them with the right to make their own choices in their professions. Our objective is to develop an ecosystem where they are given the freedom to enjoy the best of both worlds i.e., professional as well as personal.”

    She further added, “We, as an organisation do our best to understand women’s professional challenges and provide constant support and assurance so that they bring their whole selves to the workplace. The Godrej Masterbrand video highlights the little things that Godrej is doing to support women within as well as outside Godrej to reach their full potential and recognise and appreciate the contribution made by them.”

    Godrej Masterbrand  

    In line with this year’s theme #EachforEqual, Godrej Masterbrand new digital film highlights the little things that the organisation is doing to support women to reach their full potential and recognise and appreciate the contribution made by them. #TheLittleThingsWeDo film reflects on the Godrej Group’s policy of equal opportunities for everyone. Conceptualized by Creativeland Asia, the film is in line with Godrej’s commitment to respect women’s rights through gender equality and non- discrimination. The video also highlights Godrej’s effort of standing by their women employees and ensuring they never have to stand at crossroads between their personal goals and professional goals. 

    Godrej Expert Rich Crème

    Godrej Expert Rich Crème rolled out a digital film that encourages conversations around what ‘beautiful’ means. This digital film features beauticians of Godrej Salon-I, a flagship programme by Godrej Consumer Products Limited (GCPL), aiming at enhancing the livelihood of young girls and women by skilling them for beauty and hair care industry. Understanding that beauty is something that is discussed by women all over, this digital film asks several women to speak about when do they feel most beautiful.  The digital film is conceptualized by DDB group.  Godrej Expert Rich Crème has been the key knowledge partner for Godrej Salon-I programme. The hair colour brand has designed modules on hair and beauty care, delivered to over 2.5 lakh women young girls and women. Godrej Expert Rich Crème has periodically provided free products to these women to help kick-start their journey.

    Godrej Appliances 

    Conceptualized by WAT Consult, this women’s day, Godrej Appliances launches a campaign encouraging women to question the prevalent label of ‘housewife’ in our society. It underscores how even women use the labels for themselves without realizing that it is underselling them and hardly does justice to her role and her skills.  The film begins with a social media savvy teenager, who urges her mother to join in a social media community. Despite her mother’s initial reluctance, the teenager starts creating an online profile for her and poses her questions like her profession, skills etc. While doing so, the teenager points out how her mother – who perceives herself to be just a housewife lacking real skills, is in truth, so multiskilled. It beautifully captures the nuances of a mother-daughter relationship while seeding in a new thought of changing our labels, “#HomemakerNotHousewife.

    Godrej Locks

    Safety begins at home! Reflecting on this concept, Godrej Locks, a brand synonymous with trust, quality, and safety, embarked on #AgentOfSafety, a digital campaign conceptualized for Women’s Day. Through women influencers, the brand is highlighting the role of a woman in ensuring safety of not just herself but how she ensures safety at home. Godrej Locks has roped in digital influencers from across India, who will inspire their female counterparts to ensure that safety begins at home.

    Cinthol Original Soap

    Cinthol Original Soap kick-started its #LiveYourDreams campaign. The doctor recommended soap brand is working with female influencers in Chennai to encourage women to live and pursue their dreams. The brand has created an exclusive Cinthol Original Soap 'Live Your Dreams’ kit which is personalized and will be given to influencers.

    Godrej Security Solutions

    Godrej Security Solutions, India’s largest home security solution provider, announced its new digital campaign, #DidItForMYSAFETY which aims to empower women to take charge of their security, and that of their loved ones. As part of the campaign, the brand is offering a 10 per cent discount on all products on its e-commerce platform – https://shop.godrejsecure.com/. The campaign is part of brand’s constant endeavour to instil confidence among consumers to follow best practices in personal and home security and help them attain peace of mind by feeling absolutely safe.

  • This Women’s Day, MTV launches Baar Bra Dekho campaign

    This Women’s Day, MTV launches Baar Bra Dekho campaign

    MUMBAI: It’s 2020 – a new decade and a new beginning towards creating an equitable society, devoid of any indiscrimination. As United Nations celebrates Women’s Day with this year’s theme of ‘Each for Equal’, which upholds that an equal world is an enabled one, it is unfortunate that women are still judged and constantly made to feel awkward for something as frivolous and insignificant as a ‘peeking bra strap’. This Women’s Day, MTV takes strap shaming head on with its unique initiative – Baar Bra Dekho. Co-conceptualised in association with Dentsu Webchutney, MTV Baar Bra Dekho aims to normalise conversations around bra straps and slam the judgemental eye rolls on a woman’s peeking strap.

    Speaking on the initiative,  Viacom18 Youth, Music, and English Entertainment marketing head Navin Shenoy said, “Women are leaping ahead in every field. But instead of talking about their laurels, they are still being judged and questioned about what they wear. Criticising their peeking bra straps in 2020 is shameful and not even worth a consideration. Taking this issue head on, we are proud to present MTV Baar Bra Dekho, a thought provoking initiative that distinctively questions the regressive stereotypes women are subjected to. It's imperative to change the narrative. Starting this Women’s Day, we urge the youth of this country to celebrate the spirit of freedom and womanhood, the MTV way.”

    The tongue-in-cheek initiative gives a shout-out to women to be themselves in bold bra straps that ask creepy on-lookers to stay away and mind their own business. The ever-gorgeous and feisty Radhika Madan held the baton high to lead this initiative and give out an important message on Women’s Day that is intended to smash stereotypes. Through its fun yet hard-hitting promo, MTV strongly advocates the idea of women being unafraid of subjugations and wearing their opinions on their sleeves… straps!

    Actor Radhika Madan said, “It is 2020 and women are being hailed in every aspect of life. But it’s disappointing to know that the same society which celebrates them, also judges them for something as normal as their bra strap showing. Gone are the days of shaming women for what they wear. One must respect individuals and let us feel comfortable in our own skin. White, black, pink or blue, peek-a-boo is not taboo. And that’s what Baar Bra Dekho aims to achieve. I am really excited to be a part of this initiative by MTV and redefine freedom for women, this Women’s Day.”

    MTV Baar Bra Dekho kickstarted with a series of engaging content on social media and grabbed the attention of the viewers, asking them to talk it out and share their stories of strap shaming. It also went out into the crowd to understand the perception of uncles, aunties and youngsters alike on peeking bra straps. Post that, #BrasofBharat piqued the viewers’ interest that highlighted the perspective of a bra being publicly shamed almost every day. These eye-catching communication pieces and different reactions threw light on how the disparaging onlookers in the society create a hullabaloo around the non-issue and blow it out of proportion. Within a day of its launch, an overwhelming response poured in on social media, garnering a reach of 40 milliom, with #MTVBaarBraDekho trending on twitter.

    Culminating the initiative, MTV organised an ‘eye-popping’ event, on 3 March at Khar Social, Mumbai where the most popular funny ladies- Sejal Bhat and Prashasti Singh tickled the funny bones of the roaring crowd and talked about the perception around bras and onlookers, with a perfect tinge of humour and sarcasm.  

    A customised range of limited edition bra straps started intriguing conversations amongst the youth. With some hard-hitting and comic comebacks on the straps like “Karle Judge”, “This is Neon of your Business”, “Ghoorna Mana Hai” etc., the bold and sassy range received a huge shout-out in no time from celebrity influencers and fans alike.

  • Twitter celebrates IWD2020 with a tribute to voices that inspire #EveryWoman

    Twitter celebrates IWD2020 with a tribute to voices that inspire #EveryWoman

    MUMBAI: Twitter has been at the epicentre of powerful public conversations and women’s movements have been a part of that. For instance, in the first few months of 2020 there was an 87 per cent growth in conversations in India to do with women’s day and women’s empowerment when compared to the same months in 2019 (1 Jan – 25 Feb). 

    Globally, there have been 125 million tweets about feminism and equality over the past three years. Conversations are closely tied to International Women’s Day, as Twitter has seen a spike in Tweet volume over the past three years on and immediately surrounding 8 March. To celebrate the day this year, Twitter has launched a special emoji that is activated with the hashtags #EveryWoman and #प्रत्येकमहिला. 

    Speaking about the campaign, Twitter VP Asia Pacific Maya Hari said, “At Twitter, we see incredibly vibrant and diverse voices on our platform, from those engaging in joyful everyday conversations, to strong women who raise awareness about issues that matter. Through #EveryWoman, we want to highlight every shade and every kind of Indian woman, and honour those who are transforming how we are perceived in the workplace and beyond.”

    The platform will be celebrating five inspiring women; Tamil playback singer Chinmayi Sripaada (#VoiceOfChange), runner Dutee Chand(#RecordBreaker), scientist and entrepreneur Kiran Mazumdar Shaw (#Catalyst), CNBC TV18 managing editor Shereen Bhan (#TwitterTurk), and former minister of external affairs late Sushma Swaraj (#TwitterDiplomat).

    Speaking about the initiative as well as conversations by women on the platform, Twitter India MD Manish Maheshwari said, “Twitter is committed to powering positive change by fostering healthy conversations, sharing stories that inspire, and highlighting individuals who create real impact through Twitter. As a company committed to ensuring inclusivity and diversity, #IWD2020 is particularly special to us. In fact, Indians are the second largest group to follow @TwitterWomen after Americans. It is our honour to acknowledge these incredible Indian voices who make conversations on Twitter interesting and vibrant, inspiring #EveryWoman while at it.”

  • SUGAR Cosmetics to fight female infanticide with Women’s Day 2020 campaign

    SUGAR Cosmetics to fight female infanticide with Women’s Day 2020 campaign

    MUMBAI : SUGAR Cosmetics, one of the fastest-growing premium makeup and beauty brands in India aims to raise awareness about female foeticide, this Women's Day. The Ministry of Finance estimates that, as of 2014, 63 million women in India have gone missing due to both differential female survival and sex selection. While the national child sex ratio in 1991 was 945 girls for every 1,000 boys aged 0 to 6, by 2011, it had fallen to 918. Over the coming decades, this trend will contribute to a deepening marriage squeeze that will make it increasingly difficult for young men to find wives. According to a study by demographer Christophe Guilmoto, by 2060, more than 10% of men will still be single by the time they turn 50 years old.

    To raise awareness about the alarming issue of female foeticide and infanticide in the country, SUGAR Cosmetics has launched its latest digital campaign #getthepicture #betterwithher. The campaign aims at inspiring consumers to emphasize on how important women are, and what their families would look like without them.  Furthermore, the brand urges us all to pledge and stand against female foeticide and infanticide through a simple act on their social media platforms between the 6th – 8 March 2020.

    This Women’s day, SUGAR asks women to show their support for the cause by uploading a family photo across social media platforms like Instagram, Facebook and Twitter wherein they simply scribble out the women in the picture along with the message – ‘This Women's Day, make a difference by being the voice of those who didn't make it! Do your bit to stand up against female foeticide and infanticide in India. So spread the message and show your support by uploading your scribbled photographs, so the world can truly #GetThePicture.  #BetterWithHer #TrySUGAR #SUGARCosmetics’.

    The brand aims to engage with approximately 4500+ influencers to create maximum reach and engagement in this campaign. Alongside this, with the purchase of every SUGAR Minis Set this March, SUGAR Cosmetics will give a part of the proceedings towards fighting this societal evil.

    Speaking about the campaign, SUGAR Cosmetics CEO Vineeta Singh says, “SUGAR as a brand caters to strong, independent millennial women. We have always believed that everyone is equal. Both men and women deserve the same acceptance and access to a flourished life. With this campaign, we want to raise awareness in the community and encourage families to accept and love every girl child. Our idea with this campaign was to showcase what families would look like if the women didn’t exist. We want to inspire our community to fight against female feticide and embrace a girl child – because she is capable of great things!"

  • LimeRoad Takes Forward International Women’s Day 2020 Campaign #EachForEqual

    LimeRoad Takes Forward International Women’s Day 2020 Campaign #EachForEqual

    MUMBAI: With International Women’s Day beckoning right around the corner, LimeRoad, India’s largest independent fashion retailer, has joined this global crusade for equality and launched a campaign that celebrates ‘Collective Individualism’.

    While celebrating ‘HER’ has become a vital notion globally, in an equal world where every individual chooses to combat stereotypes and break barriers to collectively narrow the gender gap, it has become vital. While taking forward the essence of this global theme, the campaign launched by LimeRoad, celebrates three achievers who have individually chased their dreams and passions and created a niche for themselves in their chosen professions – regardless of the stereotypes.

    The campaign questions the basics of gender equality and the personal challenges faced by the personalities who have broken labels and shattered the glass ceiling which has been enforced by the society and making a bold statement in itself.

    The  unique journeys of Priya Jha – Country Director Evidence Action (International NGO), Ruchira Hoon (former journalist, now head chef Ek Bar) and photographer par excellence Ashish Chawla, have been captured in videos that will be released on LimeRoad’s exclusive Instagram, Facebook and YouTube handles. Staying true to the campaign’s essence the company has included Ashish Chawla who photographer with his experience of over 17 years, as a gesture to drive home the Each For Equal message. 

    LimeRoad has long paved the way for equality and for #EachForEqual with having a woman at the helm of affairs, a very high percentage  women in the senior leadership team as well as a veritable army of scrap bookers.  The very concept of a workplace is alien to a huge percentage of women in India, but thanks to LimeRoad’s unique approach to user-generated content, thousands are now embracing these opportunities and are able to use virtual styling as a means of self-expression, as their connect with the external world, as well as a key source of self-affirmation.

  • Opancho celebrates individuality this International Women’s Day

    Opancho celebrates individuality this International Women’s Day

    MUMBAI: Ahead of International Women’s Day this year, Opancho, a for-women-only contemporary footwear brand, has launched a social and digital media campaign titled #Youareyou that highlights and celebrates the uniqueness of every woman individual. The internet campaign showcases powerful stories of some of India’s successful women personalities who have broken the glass ceilings to achieve something meaningful and big in their lives/careers.

    The messaging of the campaign revolves around encouraging women of the present day to be their true self at all times and in any kind of situation whatsoever; it basically urges a woman that she should never feel obligated to change her unique personality traits, views, and opinions, etc. only to conform to societal stereotypes. 

    This online campaign is inlines with Opancho’s brand vision of enabling women to take complete charge of their lives and lifestyle choices. Four Founders PR, a Delhi-based strategic public relations and communications consultancy management firm has been bestowed the responsibility of planning and executing the campaign activities on behalf of Opancho.

    The initiative has already onboarded 11 prominent women influencers (whom they call as ‘Boss Babes’) from diverse backgrounds to be the initial faces of the campaign; the names of these campaign ambassadors are Shweta Tanwar (entrepreneur), Heena Gupta (actress), Tulip Sehgal (model), Saru Mukherjee (mom blogger), Aadhya Sharma (fashion blogger), Vaishali Thaperr (model & stylist), Shiwali Bola (anchor), Upasana Lamba (YouTuber), Tanya Sharma (lifestyle influencer), and Kaamna Singh (air hostess).

    Explaining the thought behind the newly rolled out campaign, Opancho founder-director Dipika Agarwal said, “Being a woman in India is not easy. One of the major reasons that deter women to be the best version of themselves is the questioning and constant criticisms of the people around them. Also, the hardwired conditioning of the patriarchal society many times makes women believe that their own judgments are flawed, and they need to change their personality attributes to fit into society. At Opancho, we have always believed that women are incredibly powerful and capable of breaking all such myths and social stereotypes. So, through our company’s latest digital campaign, we are taking a step ahead to remind every woman to not let go her distinctive personality in trying to satisfy anything or anyone; just be confident and proud of yourself, because even if you seem to be different, ‘You are you’.”

    Four Founders PR CEO and founding partner Anjali K. Gupta said, “As a women-led public relations agency, we feel extremely proud to be the implementation arm of Opancho for this innovative campaign. In our society, women have been unfortunately projected as the ‘weaker sex’; but this perception is too far from the truth. Modern independent women are increasingly realizing that they should always live by their own choices and decisions. And in doing so they should never ever pause or stop, even if they apparently become ‘everything they are not supposed to be’. Keeping these aspects in mind, we conceptualized this campaign which not only celebrates the spirit of womanhood but also emphasizes the individuality of every woman.”

    The campaign went live on platforms like Facebook and Instagram, 6 March onwards. As a part of the campaign, a series of video clips, images, posts, and social stories would be published at periodic intervals by the official social handles of the brand as well as its campaign ambassadors. While maximum engagements for the campaign are expected to happen in the upcoming Women’s Day Week, Opancho would be taking the same hashtag ahead for a longer tenure, i.e. at least for the next 6-8 months, and further attempt to collaborate with many more inspiring women personalities pan-India, including but not limited to celebrities, stylists and fashion divas, women-entrepreneurs, and women’s rights activists.

  • Audible Suno takes on stereotypes with #BossWomenOfSuno for International Women’s Day

    Audible Suno takes on stereotypes with #BossWomenOfSuno for International Women’s Day

    MUMBAI: Audible Suno, which has been on a steady rise to popularity in the audio content space launched a power-packed social media campaign for International Women’s Day. #BossWomenOfSuno highlights some of the most powerful, and outspoken women who lend their voices to the platform, including Neena Gupta, Tahira Kashyap, Kaneez Surkha, and Mouni Roy. 

    Audible Suno has multiple compelling shows that focus on empowering the voices of women. The themes tackled on shows like My Ex-Breast, Ae Dil Hai Complicated, Tridevi, She Says She’s Fine and Matrimonial Anonymous bring alive strong female voices and opinions. These shows highlight situations and circumstances where women are subjected to misogyny, insensitive judgments, and patriarchy. While talking about these very real issues, they also connect with women on how we can all overcome these stereotypes and challenges by speaking up.

    Link: https://www.facebook.com/AudibleSuno/videos/625211721598004/

    Helmed by Blink Digital, the campaign brings to the surface the various issues women face, from comments about marriage, weight, and sexuality to “indecent dressing”, and thrash these stereotypes in a candid and relatable way. Taking powerful audios of female talent from relevant Audible Suno shows, they respond to situations that depict patriarchy, sexism, and misogyny of everyday life in a way that we all wish we could. For example, one of the posts depicts a girl sitting in an auto where the auto driver keeps adjusting the mirror. Playing a clip from Tridevi, there is a retort about why the auto driver should feel the need to harass her like this. The campaign is being run across Facebook, Twitter, and Instagram. 

  • Tata Power campaign urges millennials and gen Z to think about sustainable & green solutions

    Tata Power campaign urges millennials and gen Z to think about sustainable & green solutions

    MUMBAI: Tata Power recently launched a nation-wide campaign ‘I have the Power’ to create awareness among the youth about green solutions. Through this campaign, Tata Power aims to promote the core message of opting for environment-friendly means of consuming energy by highlighting a different range of smart and sustainable solutions and services like Solar Rooftop, EV Charging and Solar Micro-grids.

    “We started ideating the thought of the campaign in November. A lot of iterations were done during execution owing to the shift from B2B to B2C market. We wanted to explore all the new-age platforms that resonate with millennials and gen Z keeping into account the perception about Tata Power and the value that it holds in people’s minds. It was a process of three months but the execution never really stopped since we were open to modification at every stage basis in-depth analysis of what is working well for us and what is not,” says Tata Power chief corporate communications and sustainability Shalini Singh.

    Tata Power, in a fresh move, also partnered with TikTok. This platform helped the campaign to garner traction and ensured virality of content.

    Singh echoes, “As we moved along the way, we undertook an innovative approach to promote the campaign through influencer marketing on new age media platforms such as Snapchat and Quora. The three-phased campaign also includes digital, ATL and BTL mediums such as radio advertising and out-of-home (OOH) to communicate the value of its unique offerings to enlightened and evolved citizens.”

    Through geo-targeting, the campaign will also make its way into 30 major Indian cities such as Vizag, Madurai, Coimbatore, Mangalore, Mysore, Belgaum, Chennai, Panjim, Cochin, Trivandrum, Hyderabad, Mumbai, Nashik, Kolhapur, Lucknow, Agra, Ahmednagar, Amritsar, Gurugram, Delhi, Udaipur, Jodhpur, Bhopal, Gandhinagar, Indore, Ranchi, Jaipur, Kolkata, Gwalior and Kharagpur.

    Tata Power roped in Shardul Thakur, a member of the Indian cricket team for the endorsement. According to the company, Thakur will help create awareness about sustainable and green solutions that will inspire millennials and Gen Z to make a difference by contributing to a cleaner tomorrow.

    The campaign is conceptualised by Singh and will be promoted through various social media platforms like Snapchat, TikTok, Quora, Instagram, Twitter, LinkedIn, Facebook, radio – Red FM and Radio City, BEST and AC Bus advertising in Mumbai and Delhi and YouTube ads.

    Tata Power also stated that it has collaborated with the Rockefeller Foundation to set up 10,000 micro-grids in India. According to the firm, rural businesses and households continue to rely on alternative sources to power daily needs—with more than 40 per cent of rural enterprises in states like Bihar and Uttar Pradesh relying on non-grid sources of power such as diesel. In collaboration with TP Renewable Microgrid Ltd, the firm aims to provide a competitive and cleaner source of power, expanding access and lowering effective electricity costs and carbon emissions by 1 million tons per year as well as reducing the amount of diesel burned by 57 million litres yearly.

    TP Renewable Microgrid Ltd will be operated and managed by Tata Power with approximately 11,000 MW of installed generation capacity and over 2.6 million customers under management across Delhi, Ajmer and Mumbai. Tata Power brings significant experience in distributed energy, having established a joint venture with Delhi government to serve a large portion of the local population, including sizeable slum communities.

    Speaking on future campaigns for bringing sustainable solutions Singh says, “We have been leading the change through various campaigns under our energy and resource conservation initiative ‘Club Enerji’ when it comes to promoting responsible advocacy amongst future generation through sustainable solutions. We have done various campaigns like “Switch off 2 Switch On” that focuses on the need to conserve electricity by switching off appliances when not in use. The second leg of this campaign was, “I CAN” wherein we roped in kids to imbibe the idea of how everyone has the power to make a difference.”

    Tata Power becomes the first Indian utility company to undertake a new-age campaign of this nature. The idea is to start the process of change in the behaviour and attitude of youngsters towards critical societal issues.

    Singh concludes, “The campaign is designed to educate our stakeholders about the various new offerings of Tata Power along with the benefits attached to it on a personal & global level.”

  • Rapido breaks stereotypes with #MoveForward social media campaign for International Women’s Day

    Rapido breaks stereotypes with #MoveForward social media campaign for International Women’s Day

    MUMBAI: Rapido, India’s largest Bike Taxi app, is ready to #MoveForward the youth of India, not only symbolically but socially too. To commemorate International Women’s Day 2020, Rapido’s #MoveForward campaign highlights ‘The 7 sins of modern society’ such as Pay Gap, Color Discrimination, Sexism, Homo Phobia, Sanism (discrimination against mental illness), Body Shaming and Internet Trolling. Starting 1 March 1, celebrated as Zero Discrimination Day across the world, the weeklong campaign aims to empower both, men and women to share their anecdotes around prevalent social injustice and stand in support of each other.

    Talking about the campaign, Rapido co-founder Aravind Sanka said, “On an everyday basis, women in India are subjected to gender disparities that are caused by unconscious biases. At Rapido, we want to help break the stereotypes and biases against women. As a leading mobility company, we believe that the society should #MoveForward from ills against women and through this campaign we would like to urge our followers, customers and partners to #MoveForward against such biases.”

    Influencers such as TV actress Priya Malik, Telugu actor Bharat Bandaru, fashion content creator Karron S Dhinggra among others are the face of the campaign who will be driving conversations around the modern day sins by sharing their personal experiences. Celebrating women who have broken stereotypes and have encouraged others to do so, the campaign will culminate on 8 March, International Women’s Day.

  • Max Fashion partners with Lightstream for #MaxHoliApnoWali campaign

    Max Fashion partners with Lightstream for #MaxHoliApnoWali campaign

    MUMBAI: With Holi 2020 right around the corner, Max Fashion, the most profitable leading value fashion retail brand, released a vibrant new campaign, #MaxHoliApnoWali.

    Conceptualised and created by Lightstream, the branded content studio owned by Rainshine Entertainment, the ad targets the Hindi speaking markets of UP, Bihar, and Jharkhand who are known to purchase new clothes during this time. The campaign has been rolled out in all three states, and across the brand’s digital platforms and in cinemas.

    The ad portrays a typical Indian family based in Lucknow, where two sisters are seen teasing their younger brother, about throwing colour on him on Holi. In a heart-warming turn of events, the sisters surprise him with a beautiful Max Fashion Holi collection outfit instead. The campaign showcases the true festive feeling of togetherness and celebrating with your loved ones.

    Speaking on the campaign, Max Fashion SVP marketing Jiten Mahendra said, “Customer engagement is the core of our communication strategy. Despite us operating in 17 international markets, for us connecting through regional connect is extremely critical and in our endeavour to create brand resonance we selected Holi as an occasion. Like the brand mission of democratising fashion, Holi is also an event which blurs the differences across age, caste and communities. Our campaign objective is to capture real moments and bring a smile on our customer’s face.”

    Lightstream CEO Anuraag Srivastava said, “Holi is a widely celebrated festival in India, expressed through the beauty of colours. With the festival coming up next month, Max Fashion wanted to develop something meaningful that captures the true spirit of togetherness. We had the pleasure of working closely with them to conceptualise and translate this vision into a reality. Through this campaign, we were able to portray the celebrations in a quintessentially middle-class family, making it relatable for people across the target cities.”