Mumbai: Sharing enjoyment and freshness with millions of hearts every day, Tic Tac has launched a new TV campaign – “Mouth Fresh, Mood Refresh”. The campaign seeks to position Tic Tac as an enjoyable mouth taste changer that refreshes the mood by providing continuous release of long lasting and refreshing taste experience.
The new campaign for Tic Tac builds further on the brand’s uniqueness of more than 100 layers of taste and freshness which comes from its unique production process wherein it takes more than 12 hours to produce each Tic Tac pill layer by layer. So not only is the taste of Tic Tac great because of its high-quality flavors, but it is also long lasting thanks to its hundreds of “melting in your mouth layers”. Deep diving into the consumer needs, changing the taste of mouth is one of the most important reason of consumption of confectionery. The new Tic Tac campaign intends to deliver on the promise of this functional reason of consumption by providing a long lasting and refreshing taste experience.
Commenting on the launch of the new TVC, Tic Tac spokesperson of Ferrero India said, “India as a market is dynamic and the consumer needs are constantly evolving and hence it is important for brands to also evolve and be relevant to these ever-changing consumer needs. We have found that the best way to interact with consumers is to clearly communicate the role of the brand in their life. Our TVC strives to do this and we are confident that the campaign will resonate well with the consumers.”
The Tic Tac “Mouth Fresh, Mood Refresh,” campaign will leverage massmedia with strong presence across regional and Hindi channels as well as activate retail channels with point of sales material in the core markets. The campaign will be amplified by leveraging key social media platforms of YouTube, Facebook, Twitter and Instagram.
MUMBAI: CenturyPly, one of the front-runners in the wood panel industry, has launched their latest communication campaign across all leading television channels, theatres, and relevant digital platforms to ensure trust in consumers.
CenturyPly, which enjoys a premium reputation and trust among its existing and prospective customers, has designed the communication campaign to reinforce the brand commitment to core equity of strength, quality and aesthetic, in its entire range of household products like ply, laminate, veneer and doors.
The campaign depicts the everyday life of Indian households focusing on a quintessential family with anger management issues who subjects their furniture to extreme stress but those continue to withstand these antics with characteristic elan and continue to be the cynosure of all eyes. Viewers will identify with the family, the intentional as well as unintentional stress that furniture are subject to inside home and that they remain tension and worry free if they have chosen Centuryply for their furniture.
The video highlights the brand ethics and highly durable products when the furbished room remains undamaged even after those unintentional tortures on the furniture. The brand film showcases how the brand resonates with the attributes popularly associated with, promising trust, stability, efficiency and loyalty towards its consumers with a note of laughter – a brand which proudly claims ‘Sab Sahe Mast Rahe’.
The film has been directed by renowned director Prasoon Pandey whose master touch is well captured in the hilarious take on the family situations.
CenturyPly has partnered with highly popular regional shows, regional and national business news channels during prime time to deliver the impact, reach and frequency in its targeted segment. The campaign will also be promoted across leading multiplexes and will be highly visible in relevant online platforms.
Regarding the campaign, CenturyPly executive director Keshav Bhajanka said, “CenturyPly, always being a brand of consumer’s trust, has come up with this new TVC which depicts our core message, ‘Sab Sahe Mast Rahe’. Showcasing the chaotic and distressing scenario of everyday household, the narrative of our new brand film reaffirms CenturyPly’s credentials as a leader in the industry, which seamlessly integrates trust and sustainability into customers’ lives. In a world full of uncertainty, CenturyPly will always continue to assure their customers with the best interior service, delivering the intrinsic value of strength, durability and wide range of aesthetic designs. We aim to elevate the trust in our consumers as Centuryply products keeps its promise with waterproof, scratchproof, fire-resistant, bacteria proof products – assuring a completely worry-free experience for customers.”
MUMBAI: National Payments Corporation of India (NPCI) in association with the payment ecosystem players have co-created an industry campaign “UPI Chalega” to promote UPI as easy, safe, and instant mode of payment. The campaign is aimed to guide users towards the right usage of UPI and help create a habitual change, use of UPI in their daily life. The campaign also focuses on safety aspects while transacting on UPI enabled apps.
The campaign targets the Indian smartphone users to guide them on the ease of using UPI through various use cases where UPI can be used instead of cash or any other payment mode. The campaign targets users across all ages and aims to promote how to safely use UPI. UPI Chalega campaign educates customers about using UPI for their daily expenses such as at the vegetable shop, petrol pumps, restaurants, e-commerce, bill payment, etc.
Campaign’s creative agency Ogilvy & Mather (O&M) has created a relatable character, Mrs Rao, who is the mouthpiece of the brand UPI. Whenever there is a cash crisis at hand, Mrs Rao appears as the voice of reason, and introduces UPI transactions as the simple solution to the problem. In the six TVCs, the story is satirically narrated by Mrs Rao who gently reprimands the viewers for their faith in the old ways of buying things and splitting bills. The ad films end on an instructive note, ‘Batwe ke jagah mobile nikalo; len den ki nai aadat dalo’.
The 360-degree campaign uses various media channels like television, cinema, outdoor, digital and radio to drive the traffic to UPIChalega.com microsite. This microsite has TVCs, ‘how to’ videos about using UPI safely, information about live banks and third party Apps as well as social feeds among other information. From Registration process, what’s a UPI id, pin change, complaint redressal, sending money, PIN secrecy to the uniform UPI payment page that users should always remember, the campaign covers everything in the how to videos in UPIChalega.com microsite.
NPCI COO Praveena Rai said, “We are excited to announce the launch of “UPI Chalega” campaign. We believe this campaign has extreme potential to educate users, exponentially accelerate the adoption rate of digital payments and support our vision of a less-cash payments economy. We are happy to associate with our member banks, payment service providers and third party Apps and design this fun-filled and educational UPI awareness campaign. We hope the highlight of our campaign, Mrs. Rao, would motivate customers to shift to easy and safe UPI payments and restrict the usage of cash.”
SBI DMD strategy and chief digital officer Swaminathan J said, “SBI as a founding member of NPCI is happy to be a part of FLAC (Financial Literacy & Awareness Campaign) committee to create awareness and increase the adoption of UPI. Over the years, endeavor of SBI has been to promote safe and convenient digital payment methods including UPI among its customers. It is important for the payment eco-system to constantly educate and inform customers about UPI as the simple, instant and one of the most secure modes of payment methods in the country.”
FLAC (Financial Literacy and Awareness Campaign) Committee chairman and Kotak Mahindra Group CMO Karthi Marshan said, “This is possibly the first time that banking, payments and fintech players are coming together with NPCI to promote safe usage of UPI via a massive multi-media campaign that aims to provoke interest as well as educate in an engaging manner. It’s been a privilege for me to work with my peers and NPCI in championing this truly important agenda, of leading India to a less cash, more digital economy. Digital money is the simplest alternative to carrying cash. And it’s safer. But most consumers aren’t aware of that. They still rely on cash for most of their transactions. We wanted to come up with a simple creative solution that encourages behaviour change. Our message – UPI chalega – is a short and effective trigger.”
MUMBAI: Network18 group’s business digital platform CNBCTV18.com has partnered with Aditya Birla Health Insurance for a campaign — ‘Rakho Poora Khayal’. The initiative, in a series, features several prolific Indian women, who have blazed a trail in their respective industries.
It has a series of segments within its popular show Money Money Money hosted by Surabhi Upadhyay to educate women about the need to take control of theirs and their family’s finances.
The campaign series discusses the need for health insurance and encourages other women to participate in making crucial financial decisions, instead of leaving it all on the man of the house.
The first episode featured Bollywood actress Vidya Balan, who spoke about the striking a perfect balance between juggling her career and family. She believes that there is a lack of awareness on health insurance and it is important to go the extra mile to secure your family’s health because medical emergencies are not limited to physical and emotional setbacks, but also financial.
The series also features BabyChakra.com founder and chief executive officer Naiyya Saggi, Pink Rickshaw co-founder Radhika Kumari, The Label Life founder Preeta Sukhtankar, Pinkathon co-founder Reema Sanghavi, Le15 Patisserie founder and CEO Pooja Dhingra and Anand Rathi, Insurance Brokers Pvt Ltd director and principal officer Supriya Rathi.
CNBC-TV18’s deputy editor Surabhi Upadhyay shares, “Motivating women to take charge of their financial wellbeing is the need of the hour and health insurance is the critical first step in that journey. Getting successful women from diverse professional spheres to share their stories was a great way to start a conversation around health insurance, and urge women to take charge of their financial destiny.”
CNBCTV18.com business head Ranjita Sehgal says, “CNBCTV18.com and Aditya Birla Health Insurance built a great narrative with all our successful women guests, drawing from their personal lives and experiences. This will help the partnering brand to connect and reiterate the powerful message that women could be the ideal financial decision-makers to our audiences across all CNBC-TV18 platforms.”
Aditya Birla Health Insurance chief executive officer Mayank Bathwal says, “Through ‘Rakho Poora Khayaal’, Aditya Birla Health Insurance urges women to complete the health protection circle by helping to choose the right ‘health’ insurance for themselves and their families. The series is a step towards spreading that awareness among women, helping them understands their protection needs and thereby choosing the right health insurance solution.”
MUMBAI: INOX Leisure Ltd, one of India’s leading cinema chains, crafted a unique campaign to know the views of its patrons on the ‘corner seats’ in the cinema auditoriums for Valentine’s Day. The brand took it on itself to ask its audience some fun and quirky questions related to corner seats and Valentine’s Day. Patrons of various age groups were enquired about their views on their actual experience of the corner seats. The reactions were captured and aptly summarized in a video, which was released on Valentine's Day. Tagged as #HonourTheCorner, the interactive video with the audience will surely change the perception about the corner seats.
Backed by the idea to support love with utmost respect and to shift perceptions, this campaign saw many new and off-beat answers. The video showcased how people have changed their perception towards corner seats and how the notion is so relatable. The video has garnered tremendous engagement and received a phenomenal response digitally.
Talking about the digital campaign, INOX Leisure Ltd CMO Saurabh Varma said, “We assign a lot of value to consumer insights and perceptions while working on our marketing strategies. Corner seats in cinemas are like Aisle seats in airlines. Everyone loves to sit on them. This Valentine’s Day, we decided to bring out the real story behind the corners seats. The video brings out some very interesting stories from the corner seats, and with our campaign, we intend to honour the decision of our guests of booking the corner seats. We are delighted with the response we have received on this campaign.”
MUMBAI: Star Sports has launched a new campaign #TakeOnTheWorld featuring sixteen-year-old Shafali Verma, ahead of the ICC Women’s T20 World Cup set to begin Friday on 21 February 2020.
#TakeOnTheWorld uses glimpses of Shafali’s childhood to bring alive her single minded-focus and passion to play the game she loved. The film captures one such moment of her life when she played for her local team with a bunch of boys; standing in for her sick brother.
Shafali’s journey wasn’t easy, but when she came through the ranks, it was well worth it. At 15, she went on to break her idol, Sachin Tendulkar’s 30-year-old record by becoming the youngest Indian to ever score a half-century in international cricket.
Shafali Verma said, “My father has been a strong pillar of support, he is a great player and he trained and coached me too – I am what I am because of my father. My dream was to open for India and make my father proud, the dream that we both had seen together. I am extremely excited to represent India at the ICC Women’s T20 World Cup, which is led by Harmanpreet Kaur, who I believe, is a strong and aggressive player, who keeps the team motivated.”
“I believe in any T20 match, the openers play a very crucial role – if they give a good start, the team can build on a total that is challenging enough for the opponent,” Verma added.
Meanwhile, her father Sanjeev Verma said, “When she was about 8 years old, she used to play cricket with a tennis ball. She was amazed at how the crowd cheered for Sachin Tendulkar while he played for Ranji at Lahli – she wanted to be like him since then. Shafali used to travel 15-20 kilometres every day by cycle for her practice. I only wish and pray she wins the World Cup for the country.”
Team India’s opening batsman Rohit Sharma launched the ICC Women’s T20 World Cup campaign #TakeOnTheWorld on his Twitter handle, he tweeted: “It’s time for ICC Women’s #T20WorldCup and there’s no stopping the Women in Blue, as they #TakeOnTheWorld. Kyunki naam wahi karte hain jo koi mauka nahi chhodte! Cheer for Team India, and watch them LIVE starting 21 February, on Star Sports.”
The world will witness the #WomenInBlue fight for glory on cricket’s biggest stage, the ICC Women’s T20 World Cup 2020 from 21 February. Team India is already in Australia as it played a T20 tri-series with Australia and England. The women’s team will play against Australia on 21 February at 1.30 PM IST.
The ICC Women’s T20 World Cup will be broadcast exclusively on the Star Sports Network and Hotstar.
MUMBAI: This Valentine’s month everyone will have a larger than life date who will woo them with cinematic magic. Riding on Valentine’s fever, Lionsgate Play has launched a quirky tongue-in-cheek campaign #DateAMovie to take a humorous dip on the season of love.Conceptualised by creative agency, Havas Creative, #DateAMovie is a quirkycampaignthat will witnessfun innuendos, “Turning on a movie is easy”, “You can always switch movies in between” etc across varied media platforms in Mumbai and Delhi.
The holistic campaign will encompass engagement across digital, outdoor and radio. The activation will entail outdoor hoardings, human standees at key locations and influencer and media outreach. The highlight of the campaign is the interesting consumer contest that encourages people to #DateAMovie and share their reasons for the same. The contest will be amplified across social pages (Instagram, Facebook and Twitter) of Lionsgate Play India. Best entries will be gratified with exciting prizes. Through this campaign, Lionsgate encourages viewers to date a movie, fall in love with the characters, obsess over its tiniest details, get attracted to its unpredictable plot and remain infatuated with its storyline.
Commenting on the launch, Mr. Rohit Jain, Managing Director Lionsgate South Asia said, “Our latest campaign, #DateAMovie, uses bold headlines to ignite conversations and showcases Lionsgate Play as the best partner one can have on Valentine’s Day. It is one of the most compelling campaign after our #WhereElse campaign and we are anticipating positive response from our audience.”
Further he added, “Lionsgate Play has the most sought-after collection of films across genres. The Valentine’s Day line-up includes some of the best romantic movies like La La Land, Letters to Juliet etc. along with a marvellous collection of action, comedy, and thriller flicks that the audience can binge watch this season. With this campaign, we have a perfect set up for the most loved day in the calendar.”
Adding to the launch of the campaign Bobby Pawar, Chairman & Chief Creative Officer at Havas Group said “Most valentine’s day campaigns talk about romantic love. For Lionsgate Play, we decided to explore our love for the movies in a manner that would resonate with today’s youth.”
Cinephiles can watch critically and commercially acclaimed films like La La Land, Juno, How to be a Latin lover and many more exclusively available on partner platforms of Lionsgate Play – Airtel Xstream, Vodafone Play and Idea Movies & TV.
MUMBAI: Center fresh 3 Layer Gum has partnered with Love Aaj Kal 2, one of Bollywood’s most awaited movies of 2020 to build and create a buzz about special connections on Valentine’s Day. Bollywood heartthrobs Kartik Aaryan and Sara Ali Khan will be seen in the special TVC shot for Center fresh 3 layer Gum in collaboration with the movie Love Aaj Kal 2.
Talking about this collaboration timed around Valentine’s Day, Perfetti Van Melle India director – marketing Rohit Kapoor said, “Center fresh as a brand enjoys immense love amongst consumers as it provides fresh breath confidence in key situations of proximity. Our 3 Layer Gum targets consumers who have an on-the-go lifestyle and require fresh breath for extended periods. We look out for activations that seamlessly connect with the brand proposition and resonates well with our target audience of young adults. Our collaboration with the upcoming movie Love Aaj Kal 2 is a step in this direction.“
The communication for this association builds on the benefit of 3 layer gum in various boy-girl situations like first meetings, long conversations and moments of togetherness and fits perfectly well with the brand world of Center Fresh.
Speaking more about the collaboration with Love Aaj Kal, Kapoor added, “Kartik and Sara speaking about the brand in the co-branded TVC was a natural fit and we wish them luck for this new release.
Bling Entertainment Solutions partner and business head Swati Iyer said, “Love Aaj Kal is all about the feeling of love that transcends time and geographies. The chemistry of the connection between two people is the essence on which these stories are based. Center Fresh as a brand owns the “fresh breath confidence” space through its product offering like 3 layer Gum, tailored for occasions that require fresh breath for extended periods. This makes it a perfect partner for the movie. It was great to have worked with the Center Fresh team on this association and we are confident of this being a fruitful one. I am sure that this Valentine’s Day will not just be about the feeling of love, but also about the confidence backed by fresh breath to pursue matters of the heart.”
Center Fresh 3 Layer Gum is a unique combination of fondant with special cooling ingredients sandwiched between layers of gum and promises ‘fresh breath that lasts long’. The pack is available in a multi pack that has tear-refold packaging, in peppermint and strawberry flavours at price of Rs 5 (pack of 4 gums). The product is also available in a sugar-free variant priced at Rs 25 (pack of 7 gums) exclusively in Modern Trade stores.
MUMBAI: Taking its initiative to promote safe sex ahead, Manforce Condoms explores a completely new angle of ‘safe’ in its latest #YouAreNotAlone campaign that brings to light the perils of indulging in PDA thinking you are alone with complete disregard to prying eyes who are always on the lookout for such vulnerable couples.
The #YouAreNotAlone campaign has been conceptualised and executed by ADK Fortune Communications, Gurgaon.
ADK-Fortune managing partner Subroto Pradhan said, “After our successful campaign #ShutThePhoneUp, we wanted to continue with this momentum of sensitizing people about ‘safe sex’. And that is how we arrived at our fresh campaign #YouAreNotAlone. The campaign speaks about the danger of letting your guard down in a public place. Irrespective of what the place may look like, there is always danger lurking around and that can ruin your life.”
Commenting on the campaign, Mankind Pharma DGM Joy Chatterjee said, “As a responsible brand, we take pride in sensitizing couples about safe sex. This time we have a strong message to those couples who indulge in PDA thinking they are doing it within the four walls of their house. It’s important for them to understand where they are, what they are doing and how their action can ruin their life.”
MUMBAI: Idea has revived its iconic ‘What an Idea’ campaign with its new ‘Not working? Try NETworking’ spot. Keeping the intrinsic purpose of the brand to address social issues and work as an enabler for change, the new campaign, developed by BBDO India, aims to address the issues of unemployment and underemployment. It showcases the myriad opportunities that the internet, through Idea 4G network, throws open to people from different age groups and socio-economic backgrounds, across India. Directed by Sandeep Yadav, the campaign will be promoted through TV, Radio and Digital media.
Explaining the rationale behind the new Brand campaign with one of Idea’s most loved taglines, Vodafone Idea chief digital transformation and brand officer Kavita Nair said, “Idea was the first telecom brand in India to take a step beyond the transactional plane to showcase how mobile telephony can transform people’s lives in a positive manner. Each Idea campaign, over the years, has focused on social issues prevalent at that time and championed causes which are relevant and appeal to urban and rural audiences alike.”
Nair added, “The new brand campaign ‘NOT working? Try NETworking’ has been conceptualised with the objective of tapping the immense love and affinity the brand enjoys – by telling short, hope infusing stories. Through the narrative, we highlight the reliability of high speed Internet on Idea 4G which can help spark a million innovative ideas and a million opportunities to create a better future for urban and rural Indians, signing off with the iconic ‘What an idea!’”
For more than a decade, Idea brand campaigns have taken up issues that have affected society and/or individuals and given them a creative spin by highlighting innovative ideas that demonstrated how mobile telephony offers solutions to these problems. Each brand campaign has played an integral role in building the brand’s persona and salience. The latest NETworking series of three TVCs carry the brand’s signature tune and creative treatment and went live today.
