ITV

Category: Ad Campaigns

  • Metro Shoes celebrates Women’s Day through their unique campaign #ChangeTheWord

    Metro Shoes celebrates Women’s Day through their unique campaign #ChangeTheWord

    MUMBAI: Ahead of International Women’s Day, Metro shoes has launched a unique campaign with a new take on the patriarchy and stereotyping. Conceptualised and executed by Makani Creatives, the thought-provoking video is live across social media platforms like Instagram, Facebook, and YouTube.

    The video showcases women performing various roles and undertaking tasks which are associated with men and doing them par excellence. It therefore challenges the term ‘It’s a man’s world’ and urges the viewers to relook at biases that are deep-rooted in the society and reflect through our words and phrases in daily life. The video then concludes by communicating that to ‘change the world, we need to first #ChangeTheWord’. The 45 second video gives a powerful and impactful message without being preachy or prudish.

    Speaking about the campaign Metro Shoes VP marketing and ecommerce Alisha Malik said, “Despite significant change in society’s outlook towards women, some stereotypes and ideas of patriarchy are too deep-rooted. This International Women’s Day we thought it would be apt to communicate this through a brand campaign. Makani Creatives has done a good job of bringing this message alive effectively.”

    Talking about the thought behind the campaign, Makani Creatives, Co-Founder and Managing Director Sameer Makani said, “In our daily life, we don’t realize biases that we create on the basis of language. Phrases promoting masculinity, showcasing the roles only men played in yesteryears has proved on how language has been one of the major catalysts in reinforcing the bias. Observing this, the idea was to show today's women in a few handpicked common phrases that emphasize on men to put out a thought that says "Change the Word to Change The World.”

  • Post Office Studios, Asian Paints launch film series for Colour Next campaign

    Post Office Studios, Asian Paints launch film series for Colour Next campaign

    Mumbai: Post Office Studios, a leading animation and new media technology company based in Mumbai, India, partnered with Asian Paints to conceptualize and produce five animated films for their campaign ‘Colour Next 2020’, which were released at India Design ID 2020, the country's most definitive design and home decor week.

    Every year, Asian Paints brings together the best of design and research principles to curate trends of the year, that reflect the aesthetic of that time. These trends are later translated into home decor themes for the upcoming year. The four diverse trends this year are Sonic, Potent, Blend and Mystique, in addition to Asian Paints’ Colour of the Year for 2020, Curiosity.

    Post Office Studios analysed the studies conducted by the brand to arrive at each visual messaging that could justify the design trends. The process involved frequent mood boarding and discussions with the research and design teams. Once the themes were finalized, the next step was to create films that could elevate each concept visually without losing its meaning.

    The team at Post Office Studios has always believed in the power of creative collaboration. Keeping this in mind, they connected with over 100 artists across the world, specializing in 3D and 2D motion design, music composition, and animation, to create this film series. The idea was to use different mediums and creative styles to represent each theme.

    The final production team comprised 22 artists from the UK, Spain, USA, Sweden, and India.

    Post Office Studios CCO Aditya Tawde said “Our goal with these films was to do justice to Asian Paints’ year-long research and resulting trends while lending each of them a distinct visual look and feel unique to the trend in question. It's always exciting to brainstorm on the visual depiction for the Colour Next series since the output is an interesting blend of the existing research undertaken by the brand, the diversity of each trend, and design and animation treatments that are currently trending within the industry. As with our other projects, our creative process involved putting together a huge style scape of references resembling each trend, which we used as a base to identify the ones most appropriate. For this year’s series, we also made the decision of not having voice overs for our films, allowing the visuals to be the highlight, complemented by meticulously designed music and sound design that matches the mood of each animation.”

    Defying the normal timelines, Post Office Studios was able to complete the production of these five films within a month, from conceptualization to the final release.

    Over the years, Asian Paints has evolved itself from just a paint brand to a complete design solution provider. The campaign ‘Colour Next’ is the perfect example where the company converts its research into definitive design and home decor ideas. Post Office Studios has been working with Asian Paints since its last series to help them translate their vision into reality.

  • Spotify to celebrate top female artists this International Women’s Day

    Spotify to celebrate top female artists this International Women’s Day

    MUMBAI: To celebrate women artists across the globe, Spotify is creating its first-ever ‘International Women’s Day Global Campaign”, which will honour female voices in the audio industry by putting the spotlight on the female artists reigning on the platform. The campaign will be supported by hashtags like #musicneedswomen, #podcastsneedwomen, and #audioneedswomen. 

    Elaborating the idea behind the campaign, Spotify shared in a press statement that in the US  25 per cent of the women say they’re often the only woman in a recording studio and less than 1 per cent of the charted songs were written by women only. “While these are numbers from the US (highlighted in Spotify commissioned USC Annenberg’s third annual report on the music industry), statistics across the world, including India, are likely to be similar,” read the statement. 

    Highlighting the top female voices in India on its platform, Spotify shared that singer Neha Kakkar takes the number one spot, with Saki Saki (Batla House), The Hook Up Song (SOTY2), and Hauli Hauli (De De Pyaar De) being her most popular tracks. She has currently over 3.7 million monthly listeners on Spotify. Following her are Shreya Ghoshal, Asees Kaur, Dhvani Bhanushali, and Tulsi Kumari. 

    Globally, Billy Eilish of the Bad Guy fame reigns not only female artists but is also the top artist of this year. Eilish has more than 10.3 billion all-time streams, and more than 60 million monthly listeners. Taylor Swift is up second, followed by Ariana Grande, Halsey, and Camila Cabello. 

  • This International Women’s Day pause to celebrate with Lotte ChocoPie

    This International Women’s Day pause to celebrate with Lotte ChocoPie

    Mumbai: To mark the celebrations for International’s Women’s Day, Lotte ChocoPie has unveiled its digital film “Pause to Celebrate”, that seeks to honor all women who strive hard to juggle multiple roles every day, everywhere, with hardly a pause moment for themselves.The communication also emphasises the need to appreciate, value and regard their efforts. This is part of the ‘Lotte Fest’ – an initiative that celebrates key festivals and occasions in the country with an aim to create memorable ‘Lotte Moments’ for all. A communication calendar for the same is already in place.

    The heart-warming film showcases the love and appreciation of a mother by her children on the occasion of Women’s Day. 

    Through the ad, Lotte ChocoPie shares its vision of the future – a world centered on love, mutual respect and appreciation that will be built by generations – now and future. 

    LOTTE India VP marketing Venkatesh Parthasarathy said, “We are extremely happy to have launched this campaign “Pause to celebrate’”. It acknowledges and appreciates women who are the backbone of our society.  This LOTTE moment is to celebrate the everyday superhero woman out there and uphold her achievements. We will be sharing many more memorable LOTTE moments in the days to come.”

    “As the undisputed pioneer and market leader in the Pie category, Lotte Choco Pie owns the pause moment in people’s life. When you pull back to pause from the rigors of daily life you do it best with Lotte Choco Pie because it’s the perfect combination of indulgent choco, rich marshmallow and soft biscuits. This year we aim to capture many more of these pause moments interestingly and also encourage the consumers to be intentional in their pause moments. We want to do that with beautiful, emotion-filled brushstrokes that highlight the place of Lotte Choco Pie in people’s lives. The Women’s Day campaign is a fresh new take on who celebrates it and how, a departure from the stereotypical view of men celebrating women.” said, Elango M Pinwheel Integrated Communications VP Elango M Pinwheel.

  • Faber-Castell makes every user an influencer for new range of water colours

    Faber-Castell makes every user an influencer for new range of water colours

    MUMBAI: Many brands are now looking at influencer-led marketing as a method as more informative and personal way of communication to their audience. Faber-Castell India has adopted a unique way of reaching out to its audience where they are adopting loyal brand customers as influencers.

    Riding on the concept of “Every user is an influencer”, Faber-Castell India has launched a 2 month long #FaberCastellWaterColourChallenge to engage with its artist community online. 

    The Campaign began with the creative visual artist, Vimal Chandran, unboxing his uniquely prepared calendar for Faber-Castell which can be painted using the brand’s new range of watercolours.  Faber-Castell India reached out to their artists’ community and gifted them a box of the new watercolors, that come with a palette and brush, along with VimalChandran’s creative calendar as well as a personalized note to all. Apart from unboxing the packs and reviewing the product, the campaign was developed into a challenge, wherein the users were encouraged to share their cheat sheets, techniques and complete the challenge with all its conditions, using the watercolours in their artworks. They were also encouraged to tag their fellow artists to join the challenge and get a chance to win weekly or the grand prize. For Offline activation, Faber-Castell collaborated with the renowned Padma Shri Artist PareshMaity and Create Studio to host a Masterclassfor beginners and experts to encourage painting with watercolours.

    Speaking on the launch of this new range, Business Head, Arts & Graphics Sonali Shah said “Faber-Castell India truly believes in creating an environment that highlights the experience of art in order to gain consumer loyalty. When we planned the launch of this range, we wanted it to reach to our loyal consumers first. To give it substance, we reached out to the creative and cool VimalChandran to design a set of cool art, which we then decided to turn it into a calendar since the campaign began in the new year.We then sent the new watercolour sets to our network of artist communities, so that they can create their own experiences and share it with fellow members and followers. We also hosted a master class with PareshMaity in collaboration with Create Studio to encourage beginners and advanced level artists to create watercolor art and are extremely excited to see interesting artworks pouring in every day.”

    “As a brand we firmly want to dwell into consumer’s life as a companion and not just another product manufacturer, therefore that’s our key focus ‘Every user is an influencer’. We are looking forward to more and more users participating in our #FaberCastellWaterColourChallenge and we aim to build a larger community of passionate artists," said Faber-Castell India MD Partho Chakrabarti.

    Faber-Castell’s Creative Studio watercolours have been manufactured and launched in India first and will be launched globally later in the year.

  • Facebook launches first high-decibel marketing campaign in India

    Facebook launches first high-decibel marketing campaign in India

    DELHI: India alone accounts for 11 per cent of Facebook’s global user-base, making it the biggest for the social media platform. The country, with its growing internet penetration and smartphone market provides ample opportunities for the platform to grow and therefore, it is not leaving any stone unturned to tap the space.

    After updating the branding of the Facebook company in November 2019 and annoucing the appointment of Avinash Pant as the marketing director for India operations, Facebook has released its first high-decibel campaign ‘More Together’ in India, making the country the first Asia-Pacific region to witness its roll-out.

    “Consumer marketing is a new strategic area of focus for Facebook and is part of the company’s priority of transparently communicating the role its services play in the world. ‘More Together’ is the marketing campaign for the Facebook App, to share stories that celebrate and highlight the power of connections.  It is built on the core belief that people can do more together, than alone," shared Facebook in a press release.

    Facebook India VP and MD Ajit Mohan noted that India is at the heart of Facebook. He insisted that the brand wants to tell stories of its services that are deeply embedded in the fabric of India. “While at the company level we remain focussed on building trust, we want to showcase the many ways that Facebook is intertwined in the lives of Indians – from connecting with loved ones, to growing businesses and supporting local communities, to finding ways to come together to learn and share and celebrate.”

    The first film of the campaign, themed around the upcoming festival of Holi, has been catching the fancy of the media veterans.

    Praising the campaign, Harish Bijoor Consults Inc founder Harish Bijoor said, “Brands need to keep reminding their users that they are culturally in sync and in connect. Facebook is doing just that with this piece of communication. It is a format of pure goodwill communication at play. It seeks nothing but goodwill.”

    Samsika Marketing Consultants founder chairman and managing director Jagdeep Kapoor told Indiantelevision.com, “It is a vibrant campaign, taking the brand, Facebook, at a higher emotional level, far and wide and deepening friendship beyond boundaries, which keeping the Indianness intact, in this case through Holi.”

    Kapoor feels that the campaign will take the brand reach wider and deeper. He stated that the timing is perfect to launch such campaign which is topical and relatable.

    The multi-channel campaign has been conceptualised by Taproot Dentsu and will have multiple campaigns going on-air over the next few weeks, in eight languages.

    Dentsu Aegis Network creative chairperson and Taproot Dentsu co-founder Agnello Dias taking delight in developing the campaign said, “The world of Facebook represents a canvas of connections that’s huge, vibrant and full of serendipitous outcomes and surprises. To celebrate all users and to inspire more of them to benefit from the power of connections, our creative team led by Pallavi Chakravarti, wrote stories with all these unexpected, wonderful outcomes, which are inspired by real people and their real journeys.”

  • Honda unleashes the ‘Power of 6’ in new campaign

    Honda unleashes the ‘Power of 6’ in new campaign

    MUMBAI: Celebrating new year 2020 with the ‘Power of 6’, Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has started the 360-degree campaign of 6th generation of India’s first choice of mobility on two wheels – All New Activa 6G BS-VI.

    In its 19 years’ journey Activa scooterized India like never before; and raised the bar with its many new innovations, technology & advanced features. The latest 6th generation avatar – Activa 6G BS-VI changes the game of mobility and unleashes #AQuietRevolution.

    The campaign conceptualised by Dentsu One, a Dentsu Aegis Network division, aims to further strengthen the leadership position of Activa using the common thread of 6. For the cricket loving India – 6 signifies the best possible result and holds the power to change the game. When it comes to two-wheelers, Activa is India’s most loved too. The campaign synergizes the 6 key benefits of 6th generation Activa 6G with 6 sixers of cricket. Thereby, ensuring total recall to the Activa 6G – ‘6 Changes the Game.’

    Speaking on the campaign, Honda Motorcycle & Scooter India Pvt Ltd Sr. VP sales and marketing Yadvinder Singh Guleria said: “Ever since its inception, Activa has changed the way India rides. Our advanced technologies like eSP, many first-in-segment features including ACG starter motor and PGM-FI technology provide a perfect mix of power to the legend. A significant increase in mileage along with Honda’s 6-year warranty package (3 years standard + 3 years optional extended warranty) ensure additional value for our customers. Like cricket, Activa too has a loyal fan following of more than 23 million Indians. Combining the two classic nation’s favourites; Cricket and Activa, the campaign symbolises the spirit of common love and Joy across the masses.”

    Dentsu One NCD Titus Upputuru said: “Sometimes, the story lies in the branding itself. Activa was coming with its 6th generation and it was called 6G. We thought this time Activa is hitting a 6. Cricket is known for its commentary so we used the narration to sound like real commentary from a cricket match. We executed a simple visual hook of a 6 to aid high recall. Casting Billy Bowden as a surprise element was the icing on the cake as he is known for his signature 6 signal.”

    “Activa has not only been changing the category dynamics with its every new generation since its first launch in 2001 but also building a strong and inseparable emotional bond with India. With the launch of new Activa 6G, equipped with segment-first features, Activa has once again upped the benchmark.  India loves cricket as much as they love Activa 6G and this forms the basis of our product story that seamlessly connects 6th generation Activa to the game of cricket.”, added Dentsu One EVP account management Abinav Kaushik.

  • Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    MUMBAI: Mondelez launched a new campaign for its new Cadbury Chocobakes to celebrate the sweet secrets in all of us. The 'Meetha Chuppa Rustom' campaign has been conceptualised by Mondelez India  and Ogilvy. It showcases the bonding between a pregnant mother and her naughty son after he returns home from school. The thematic shows how the mother reveals the sweet secret of her young boy as he discovers the chocolaty filled center of the new Cadbury Chocobakes Cookies.

    Mondelez India associate director – marketing (biscuits) Sudhanshu Nagpal said, “With the launch of the latest TVC for Cadbury Chocobakes, we intend to bring out the Meetha Chuppa Rustom hidden in all of us and the joy of discovering the same in our loved ones. Much like how you would feel when you discover your most loved Cadbury, now in a cookie! In India, our vision specific to the Biscuits category is to ‘introduce delicious, consumer-relevant products’ weaved into daily consumption occasions. The launch of Cadbury Chocobakes is a testimony of our efforts to increase consumer relevance in a changing food landscape, to accelerate our growth momentum.”

    Ogilvy India CCOs Kainaz Karmakar and Harshad Rajadhyaksha said, "It is not very often that an agency team gets to work on the launch of a new product. And when that new product is from Cadbury, the excitement is that much special. While adhering to the brand values of the world of Cadbury, we had to create a fresh personality and proposition for this new category we were getting into – Chocobakes, baked items with Cadbury inside. Along with our team of Akshay Seth and Chinmay Raut, we started discovering and working on possible spaces. And the light-hearted yet insightful space of 'Chuppa Rustom' seemed most apt and something which could define Cadbury's presence amidst baked goods. And of course, Vivek Kakkad has brought alive the storytelling splendidly through his direction."

  • NoBroker.com launches new TVC highlighting its core strengths

    NoBroker.com launches new TVC highlighting its core strengths

    MUMBAI: One of India's largest peer-to-peer real estate platforms, NoBroker.com has recently launched a multicity 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 INR 1,20,000 crores 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.

    Commenting on the latest campaign, Nobroker.com co-founder and CBO Saurabh Garg said, " 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." 

    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.”

  • ETMONEY launches India’s first tax rap ‘Tax Ka Bhoot’

    ETMONEY launches India’s first tax rap ‘Tax Ka Bhoot’

    MUMBAI: As Indians enter the last month for saving tax for this financial year, ETMONEY has launched a rap song featuring India’s newest dance sensation, TikTok star Yuvraj Singh, famously known as Baba Jackson and actor Biswapati Sarkar on the average Indian’s fight against the ‘Tax Ka Bhoot’ haunting their lives.

    Available on YouTube as well as leading music streaming apps, the ‘Tax Ka Bhoot’ rap sung by Abby Viral revolves around relatable slices of an average taxpayer’s annual struggle and frustration of managing expenses and aspirations while paying taxes. The video also characterises the ‘Tax Ka Bhoot’ as a group of masked unnamed villains from a syndicate determined on troubling the average Indian with their nefarious ways of dismantling their efforts to save and live a good life. The video is conceptualised and produced by RVCJ Digital Media in partnership with the ETMONEY marketing team led by COO Santosh Navlani.

    ETMONEY COO and head of marketing Santosh Navlani said: “Taking our tax campaign ahead in its final phase in run-up to 31 March deadline, we have launched India's first-ever RAP on Tax. The primary motivation to become financially savvy for our mobile-first millennial users is to  "avoid the pain of tax deduction", and this led to the idea of the video that highlights the pains of Indian taxpayers & what they can do to avoid them.”