ITV

Category: Ad Campaigns

  • TATA Capital urges millennials to make 2020 their year of financial responsibility

    TATA Capital urges millennials to make 2020 their year of financial responsibility

    MUMBAI: As an extension to its brand campaign #CountOnUs, Tata Capital, the financial services arm of the Tata Group has launched a video campaign urging Millennial and GenZ India to make the most of 2020. The campaign consists of a video conceived around the idea that there are 11 more months for young India to achieve their financial goals and they can count on Tata Capital for the same. 

    The video will be promoted on Social Media platforms – Facebook and Instagram as well as YouTube from 23 January 2020 and will run for a period of 10 days.

    The idea of the video is based on a research on millennial and GenZ behavior. This target group talks about making it ‘their’ year but give into their cravings of instant gratification and non- essential spending. The video-based on time travel and shows a seemingly laid back young boy talking to his future self about how because of his attitude of just saying ‘that this year is going to be my year’ and not actually acting on it, even 30 years later he is not able to establish a settled life for himself or have a concrete financial plan.

    Commenting on the new video, Tata Capital chief marketing and digital officer Abonty Banerjee said, “Through an extensive study of Millennial and GenZ consumers between the age group of 18-35, the insight was that this enthusiastic lot of people start a new year with great vigor, and as reality kicks in, concepts of ‘you only live once’, and wish for instant gratification shifts their focus from financial planning. Before the first month of the year is over, there is a feeling of “this is not my year but maybe next year can be mine” that is triggered. The video is a humorous take urging consumers to stop procrastinating and saying ‘2020 is not my year’ and that Tata Capital will facilitate their journey to financial independence.”

    The videos were ideated by creative agency Kinnect and stars Nabeel Ahmed in the lead role of the laid back 26-year-old boy. 

  • LAVA sparks off behaviour change campaign with #SendItBack against fake forwards

    LAVA sparks off behaviour change campaign with #SendItBack against fake forwards

    MUMBAI: One of India’s largest mobile handset brands, Lava International, today announced the launch of its Republic Day campaign- #SendItBack. The hard-hitting campaign video highlights the ongoing menace of fake forwarded messages that create panic and fuel acts of violence. It urges all mobile phone users in the country to pause think and send the ‘Back’ emoji to verify the authenticity of a forwarded message before sharing it with the others.

    The campaign is aimed at prompting a behaviour change in people by urging them to use social media more judicially. Conceptualised and executed by 82.5 Communications, the campaign has been rolled out across various digital platforms including Facebook, Twitter, Instagram and Youtube. The #SendItBack initiative encapsulates the core emotion of the brand, i.e, #ProudlyIndian.

    Speaking about this special initiative, LAVA marketing and S&D strategy head Mugdh Rajit said, “The menace of fake news is growing by leaps and bounds. The fact that India has the world’s second-largest number of mobile phone users makes it very important for us to curb the fake rumours from spreading. LAVA is a Proudly Indian brand and we believe that it is our responsibility to contribute to society. With #SendItBack initiative we intend to spark-off a movement against fake forwards so that social media does not become a tool for the perpetrators of the violence. We envision this moment to go beyond the boundaries of the brand, wherein the audience is fighting this social issue in unison.”

    82.5 Communications chairman and CCO Sumanto Chattopadhyay added, “India is at the heart of the 82.5 DNA – so we're grateful to LAVA for the opportunity to create communication that benefits the nation."

    Commenting about the launch, 82.5 Communications president north Chandana Agarwal said, “Lava has been running the Proudly Indian Campaign for a year and a half and it always picks up messages that are relevant and makes one rethink patriotism. We are very excited about the message this year, with a handset in every hand, it is the responsibility of every Indian to fight fake news. This campaign is an important step towards making people aware of this duty.”

    82.5 Communications executive creative director and creative head Mayur Varma added, “It’s so simple to forward fake news. It should be as simple to question it. So next time you are not sure about a message you’ve received, don’t forward it. Just 'backward' it.”

  • Tata AIA Life Insurance launches media campaign ‘Rakshakaran Heroes’

    Tata AIA Life Insurance launches media campaign ‘Rakshakaran Heroes’

    MUMBAI: Tata AIA Life Insurance has launched the media campaign Rakshakaran Hero that addresses the major concern of green cover depletion and lack of Life Insurance penetration in the country. The campaign breaks with a new brand film that inspires the consumers to protect the future of their families as well as that of the planet.

    The campaign highlights the pledge that the company has made towards planting a tree for every Tata AIA term policy bought.

    An extension of the brand promise of Tata AIA, Rakshakaran Ki Reet, the TVC highlights the larger purpose that buying a term policy serves. The Rakshakaran Hero campaign establishes the idea that by protecting the family’s financial future, the consumer is also participating in the larger good of protecting the planet, by making it greener, thus making him a Rakshakaran Hero.

    The commercial, conceived by FCB Ulka, opens inside a modern Indian house where the father has just bought a life insurance plan from Tata AIA Life as the wife looks on. Their children start hugging the father with joy and love, for ensuring a financially secure future for the family. Suddenly, something delightfully unexpected happens. Kids from diverse backgrounds, from across the country, emerge from all around and start entering the house and begin giving the father a hug. It is a ‘thank you’ hug, for protecting their collective future by protecting the planet. The film ends with the message – Tata AIA Life Insurance ke term Plan se aap sirf apni family ki hi nahi, planet ki bhi raksha karne ki reet nibhaate hai (With Tata AIA Life Term plan, you not only practice the ritual of securing your family’s future, but also embrace the ritual of protecting the planet). The new campaign on Rakshakarn Hero by Tata AIA Life Insurance expresses the pride and joy of being responsible for the planet.

    Speaking on the Rakshakaran Hero campaign, Tata AIA Life Insurance MD & CEO Rishi Srivastava said, “Financially securing families while protecting the environment blends our purpose with a larger societal goal. We celebrate our policyholders for championing this cause and taking the firm step of protecting their families and everyone’s collective future by protecting the environment. The Rakshakaran Hero campaign film celebrates our policy holders as the real Rakshakaran Heroes who earn the love and adulation of many, especially children, whose future they protect.”

    “With mounting concerns over fast-degrading quality of air and waning green cover, we feel we must play a proactive role in countering the ill-effects. I am proud that our campaign has hit the right chord with the consumer as they promise a cleaner, brighter future to our coming generations,” he added.

    The campaign has been designed by a creative agency, FCB Ulka. The TVC will run for the period of one month during entire India – Australia Cricket Series. It will be seen via TV, Digital and Outdoor platforms.

    Speaking about the film and the campaign, FCB Ulka national creative director Keigan Pinto shared, “It is a moment of immense pride for us to have our partners, Tata AIA Life Insurance, do their bit to make the planet greener, healthier and more sustainable. But it is no surprise when it’s a Tata group company. Creatively, we wrote a story about our protagonist getting appreciated, thanked and hugged not just by his own kids, whose future he just protected by buying life insurance, but by a bunch of over 30 happy kids from diverse backgrounds, who eventually create the really big, warm hug. What an experience it was. Kids, who represent our future, showing affection for a Rakshakaran Hero who just protected their collective future. We are grateful, once again, to our partners Tata AIA Life Insurance for supporting what we believe is a good creative for a noble cause.”

    Rakshakaran Hero initiative was started in Sept 2019, whereina sapling is planted in the name of the policy-holder for every term policy that is bought. These saplings are planted in designated regions across India to enhance the much-required green cover in country. Under the unique Rakshakarn Hero initiative, the organization has already planted over 60,000 trees.

  • Sugarlite launches ‘Sugar Badlo, Health Badlo’ campaign

    Sugarlite launches ‘Sugar Badlo, Health Badlo’ campaign

    MUMBAI: Zydus Wellness, one of India’s leading players in the health and wellness space, recently launched a new TVC campaign titled, ‘Sugar Badlo, Health Badlo’ for its premium sugar brand, Sugarlite. Sugarlite which was launched in 2019 is a first of its kind natural sugar which delivers 50% less calories than regular sugar for the same amount of sweetness. Sugarlite is a top brand for health seekers and homemakers who seek a healthier alternative of sugar so that they don’t have to cut it down completely from their diet.

    As per the ongoing trend, consumers are being more health conscious and are making better life choices in terms of lifestyle and diet. The key objective of this TVC is to emphasize on the benefits of Sugarlite Sugar that delivers 50% less calories compared to regular sugar for the same degree of sweetness.

    The TVC depicts the relationship between a couple and showcases the wife’s smartness in ensuring her husband’s good health and well-being in a light-hearted and witty style. A simple unnoticeable change in everyday sugar can make a drastic difference and improve weight management. Most of the Indian recipes involves sugar as a key ingredient as taste plays a significant role for Indian consumers.

    Therefore, Sugarlite sugar provides the sweetness of regular sugar with only half the quantity without Compromising on taste. The pan-India TVC will launch on 23rd January, 2020.

    Speaking about the TVC, Zydus Wellness Ltd CEO Tarun Arora said, “With changing consumer demand and trends, Zydus Wellness has always offered solutions that enable consumers to make better choices and embrace a healthier lifestyle, and been a pioneer at doing so. Currently, the sugar space in India needs to be redefined given that the audience is increasingly becoming health-conscious and regular sugar being the root cause of various health problems. With sugar being an inevitable ingredient in Indian households, our priority is to support efforts to reduce regular sugar consumption and provide a healthier sugar option with fewer calories without compromising on the taste’’.

    Conceptualized by Wunderman Thompson, the TVC has a light-hearted take on the relationship between an Indian couple and their on-going concerns around health, especially weight. The film showcases Sugarlite as a versatile product that is used by homemakers who are the gatekeepers of good health for families.

    Commenting on this Wunderman Thompson Mumbai Sr. VP & executive business director Samarth Shrivastava said, “In last couple of years there has been a steady shift towards healthier alternatives in the food category. We tried to capture that shift in consumer belief and their values around food choices through this TVC. Sugarlite is like a magical wand for modern homemakers, it empowers them to takecare of health and wellness of their family without compromising on taste.”

    The TVC will be aired in 7 languages and will be amplified further on digital and social media.

  • School app Notebook launches “Jeb main Classroom” campaign

    School app Notebook launches “Jeb main Classroom” campaign

    MUMBAI: Notebook, which is India’s fast-growing after school app, is an initiative born out of the responsibility to encourage the process of learning and goes beyond being a digital product.

    With a responsibility to let every child learn, the Notebook campaign "Jeb main Notebook" celebrates every child’s right to quality education. Notebook educates for the need for digital education to be better tailored to meet student needs. Notebook’s interactions with students, parents, and teachers across the current 90,000+ users gave it unique insights into the very personal issues faced by students and parents in today’s education system.

    Campaign Video Links:

    Notebook’s interaction with students and parents is personally managed at a senior management level as the team believes in customer-centric product development and delivery. It was from these interactions that Notebook founder and CEO Achin Bhattacharyya, first came up with the idea for a series of short videos to illustrate the issues Notebook addresses. This was added to with feedback from various people within the team. For instance, the decision to make vertical videos came from some of the youngest team members who emphasized that content would have to be mobile-friendly. At the same time, senior educators helped identify the trouble students face in managing tuition classes and class workload.

    Jeb Mein Classroom campaign has several shorts showcasing different situations where Notebook can help students and parents to learn with fun. Notebook co-founder Subhayu Roy added, "In today’s world, we are faced with a content surfeit. It is a common phenomenon amongst Millennials to feel that products and services delivered to them do not really understand them. Careful use of regular common faces instead of popular brand ambassadors also reinforces this oneness of the brand with real-world people as opposed to a make-believe world."

    One of the series opens up where a student is trying to write quickly to match the Speed of the faculty but cannot grab his speed and thus he cannot copy everything from the blackboard. Whereas the other series shows a stack of books a girl needs to read before her exams.

    The videos have no spoken lines as these issues are common to students and parents across the country, and should not be restricted by language.

    In the video series, we can see, the camera is never static in the film, it's always moving along with the character, as a mere spectator trying to keep up with the character. The instrumental effect on each series holds the rhythm – alternating between fast and slow cuts depending on what is required.

    The campaign thus aims to encourage its audience to enjoy complete coverage of their school syllabi on time with the help of Notebook.

    The in-house notebook team has worked for the successful outcome of these videos. The production was managed by the same team at Notebook that produces high-quality educational video content for the product.

    Thus, these videos are created with the express purpose of making these young students and their parents know that someone out there does, indeed, understand them and their day to day challenges.

  • ‘Heroes of Ola’ campaign enables customers to share experiences with driver-partners

    ‘Heroes of Ola’ campaign enables customers to share experiences with driver-partners

    MUMBAI: Ola, India’s largest ridesharing company, announced the launch of its ‘Heroes of Ola’ campaign which sheds light on the efforts made by their driver-partners who continue to contribute beyond their call of duty. The company is currently out to its 200 million+ consumers through different platforms, where they can share their experience with Ola drivers who through their small or big gesture have gone out of their capacity to serve customers, or have displayed a gesture of goodwill.

    As part of the campaign, Ola has also disclosed a digital film that shows how Ola driver-partners are superheroes without a cape, in spite of the trials and turbulent they face in day to day life. The film sheds light on the sense of responsibility these Ola driver-partners showcase by always putting their customers first.

    The launch program also informs us about the fact that a driver partner’s heroic act can come in various forms, like going extra miles to ensure that the customer reaches the intended destination to sometimes returning a wallet or a phone that they may have left behind to the instances of showing empathy and compassion towards injured animals on the road.

    Commenting on the program Ola chief sales and marketing officer Arun Srinivas said, “Ola is focused on providing a platform that is equally convenient for its driver-partners as well as its customers. More often than not, the contributions of driver-partners go unnoticed. We find thousands of instances around us of courage, compassion, and empathy from our service providers. Heroes of Ola is one such platform to bring these inspiring experiences to the forefront.”

    “The ‘Heroes of Ola’ platform aims to showcase and appreciate the efforts of Ola’s driver-partners who ensure that customers have a delightful experience, even if it means going beyond their call of duty. These experiences can serve as an inspiration to fellow driver-partners as well as every one of us in whatever we do,” he added.

    Ola’s customers can use #HeroesofOla to share their stories on the company’s social media platforms like Instagram, Facebook, and Twitter. They can post their views through their in-app feedback section as well.

    The Heroes of Ola film can be viewed here –

  • #JustHireOne: Joy urges companies to hire at least one acid attack survivor

    #JustHireOne: Joy urges companies to hire at least one acid attack survivor

    MUMBAI: #JustHireOne – an initiative to urge companies to hire at least one acid attack survivor was launched by Joy Personal Care, a beauty products brand that has recently come up with a special range of products for acid attack survivors.

    To promote a job opportunity for acid attack survivors, the brand has roped Pragya Prasun Singh, an acid attack survivor from Bengaluru, who recited the first-hand experience of being rejected in several job interviews on the pretext of her disfigurement despite being a post-graduate in fashion management.

    Pragya Prasun Singh in a video testimony said, “It was during this time when I decided that I will be a voice for acid attack survivors and will help them. I wanted to help them so that they can live their lives with dignity.”

    With an aim to support the acid attack survivors, Singh chose to dedicate her life to help them get jobs and raise funds for the surgery. She runs an NGO ‘Atijeevan Foundation’ that helps rehabilitate the acid attack survivors. Singh was attacked in 2006 by a rejected lover, just 12 days after she got married.

    RSH Global chairman Sunil Agarwal said, “Globally, India tops for acid attacks and the existing products for the hypersensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.”

    “Our endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin,” he added.

    Meanwhile, RSH Global chief marketing officer Poulomi Roy said: “Being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.”

    The employment drive was conceptualised by Grapes Digital, India’s leading independent digital agency, which also handles the digital duties for Joy Personal Care.

    To practice what they preach, the beauty products brands will hire 3 acid attack survivors and will also urge CEO and HR heads to consider these survivors while hiring talent.

    The brand also associated with Bollywood actress Deepika Padukone-led movie Chhapaak to reach a wider audience. The film is based on the life acid attack survivor Laxmi Agarwal.

  • Viacom18 launches behaviour change campaign – MTV Nishedh

    Viacom18 launches behaviour change campaign – MTV Nishedh

    MUMBAI:  In a bid to break societal norms and address the most taboo subjects for youth, The MTV Staying Alive Foundation in partnership with Viacom18, has now come up with a new campaign in January 2020. The project called “MTV Nishedh”, will majorly focus on fostering behaviours and healthier attitude changes and eradicating the social stigma revolving around several health related issues including tuberculosis, HIV and Aids, contraceptive care, sexual reproductive health and wellbeing.

    The campaign in its 13-episode fictional series sheds light on the  trials and tribulations faced by the younger generation in  India. They have used the themes like ambition, love, family, and health to deliver a powerful story. The series also aims to inform and educate its audience, and to talking and seeking out more information about important and often neglected and overlooked issues.

    MTV Nishedh, produced by Mumbai-based production company Victor Tango, will premiere on MTV India starting 25 January 2020 every Saturday and Sunday At 8 pm and on COLORS Rishtey starting 1 February, every Saturday and Sunday at 10.30 pm. MTV Nishedh will also be available anytime on VOOT.

    Through funded partnerships with the Children’s Investment Fund Foundation (CIFF), the David and Lucile Packard Foundation and The Centre for Social and Behaviour Change, Ashoka University along with The Bill & Melinda Gates Foundation, this ground-breaking campaign weaves in messaging around sexual reproductive health and wellbeing, contraceptive care and options, consent, preventing teenage pregnancy and reducing stigma around abortion, into its world, characters, and stories. An educational grant from Johnson & Johnson Services, Inc. has enabled the campaign to integrate messaging around the realities of TB in India – which has the world’s highest burden of this airborne disease – so young people can better understand the signs and symptoms of the disease and help reduce the the stigma that is too often associated with it. With UNICEF India, MTV Nishedh will also raise awareness around the importance of nutrition for adolescent girls, with a focus on anemia.  

    The campaign website (mtvnishedh.com) will feature informative digital content. It will be home to an exclusive short-form video relating to the drama series, blogs and articles about the health issues and social the campaign is tackling, and an interactive clinic finder to help its audience access clinics and services near them.

    MTV Nishedh has been adapted from The MTV Staying Alive Foundation’s multi-award-winning campaign ‘MTV Shuga’ has had a proven impact on health and behaviour change in Africa. Based on the same model, MTV Nishedh’s360 campaign uses storytelling to raise awareness and reduce stigma around key issues. In addition to the TV drama the campaign features a robust digital content strategy, a 15-part radio drama and peer to peer education.

    Viacom18 CEO and MD Sudhanshu Vats said, “I’ve always believed that doing good is good for business. We have, since inception, created content on social causes and built a successful broadcast business around it – from Balika Vadhu to Shakti to Laado – we have covered a gamut of socially sensitive issues through our TV content. Furthermore, through our youth brand MTV, we continue to create multimedia campaigns, over and above our TV shows, that highlight various social themes. We have explored issues as diverse as women’s empowerment to sanitation through our films like Queen and Toilet: Ek Prem Katha. This business philosophy of doing good was underscored last year when BMGF worked with us to bring forth a behaviour change content series called Navrangi Re! on the issue of Fecal Sludge Management. The sheer number of social organisations and like-minded corporate who are partnering us to launch MTV Nishedh bears testimony to its scale.”

    Executive Director of The MTV Staying Alive Foundation and Executive Producer of MTV Nishedh Georgia Arnold said, “MTV Nishedh marks an exciting point in The MTV Staying Alive Foundation’s journey. Bringing the highly successful MTV Shuga model to India facilitates young Indians to take up more space on issues affecting their everyday lives. The power of MTV Nishedh is in its reflection of real life – we engage young people in all stages of its development to ensure the stories are relatable, entertaining, and highly engaging. Crucially, all of our content drives the audience to health services where they can receive valuable help. We believe MTV Nishedh has the potential to be a genuinely relevant cultural asset, as well as a successful public health campaign.”

    Known for her amazing work in Hindi cinema and work towards social issues, award winning actor Bhumi Pednekar has lent her support to the MTV Nishedh initiative. Speaking on the same Bhumi said, “I strongly believe that young people in India are going through a tremendous change be it political or social. At a time like this, it is important that they are aware of their sexual rights as well as other issues like TB and nutrition that impacts their health. MTV Nishedh is a great platform that lends voice to these issues and I am happy to partner with the campaign that creates further awareness.”

    Executive Director of children’s investment fund foundation Hisham Mundol  said, “The power of MTV is that it is a brand that young people love.  We are proud and excited to support introducing MTV Nishedh to India because we believe it can inspire and empower an entire generation to take control of their health and wellbeing”

    Johnson & Johnson Private Ltd managing director of Janssen India Sarthak Ranade said, “It’s time to make more people aware of TB, remove the stigma associated with the disease, and help those in need of treatment access the best possible care. At Johnson & Johnson, we have been working closely with the Government of India, NGOs and other local partners to combat TB and DR-TB at all levels. Building on this commitment, our company is incredibly proud to support the MTV Nishedh campaign to empower youth to advocate for a TB-free India.”

    Bill and Melinda Gates Foundation (BMGF) deputy director Archna Vyas said, "India’s youth population is the engine of economic and social progress. When youth have access to tools and information that enable them to make decisions about their health — which includes understanding of reproductive health issues, adequate nutrition and combating infectious diseases — we set them up for productive futures. Our investments in MTV Shuga demonstrated shifts in beliefs, attitudes and health seeking behaviours. We are confident that MTV Nishedh will break stereotypes, address myths and misconceptions associated with health, to secure the future wellbeing of our Indian youth."

    Ashoka University center for social and behavior change (CSBC) associate director  evidence and learning Purnima Mehrotra said, “The Centre for Social and Behaviour Change at Ashoka University has invested in the digital campaign of MTV Nishedh to encourage uptake of modern contraception among young people in India. Digital as a medium, allows the user to decide what they see, and where, as well as encourages a more reflective and thoughtful viewing experience. It creates spaces for viewers to talk candidly, especially about more sensitive issues like sex and contraception. It also provides an opportunity to connect our audience to their peers. We are excited to be a part of MTV Nishedh and hope to leverage the characters and storylines from the TV show to engage and interact more closely with our target audience, amplify the messaging and create an online space for communities of young people to come together. As an academic institution our commitment is to learn from our projects through independent evaluation of our work.”

    UNICEF India representative Dr Yasmin Haque said, “Stories that touch hearts have the power to influence behaviours. UNICEF is happy to support MTV Nishedh through its innovative TV series to focus attention on issues like adolescent anemia.  We are confident that the show will go a long way to improve awareness among young people on the importance of their own nutrition.”

    “Well, more than a conscious strategy, I think it is an ingrained thought process at Viacom18. Allow me to explain in some more detail. Our mission is to connect every story to its audience and every audience to its story. And over the last 12 years, we have created stories that resonate with our audience across platforms. Interestingly, some of our biggest successes have been stories that speak of societal issues or regressive societal norms – be it Balika Vadhu, Its Not That Simple, Angels of Rock, Toilet: Ek Prem Katha…the list goes on. Projects like Navrangi Re! and MTV Nishedh are natural extensions of this philosophy of using content to amplify social change. What encourages me is how more partners are recognizing the relevance of this approach and reaching out to us to use entertainment to bring forth such stories of social impact,"  Viacom18 corporate marketing, communications and sustainability head Sonia  Huria said.

  • Monster Energy welcomes Indian cricketer Hardik Pandya to the team

    Monster Energy welcomes Indian cricketer Hardik Pandya to the team

    Mumbai: Global energy drinks brand Monster Energy has partnered with its first cricketer globally, Indian all-rounder, Hardik Pandya. Hardik will be the new face of the brand in India. He is not only known for his aggression on the cricket field, but also for his unabashed confidence and irreverent attitude off the field. With this association, Monster Energy aims to further inspire the youth of India to become fierce, powerful and self – confident. Hardik will be the first Indian athlete to be signed by the brand.

    The brand has teamed up with some of the world’s most accomplished sports personalities to inspire the rising passion for action sports and motorsports across disciplines. These include Ultimate Fighting Championship Superstar, Conor McGregor, MotoGP Legend, Valentino Rossi, 6x Formula One World Champion, Lewis Hamilton, and 6x X-Games gold medalist Jackson Strong, the recent feature in a major video campaign with Monster Energy in India. The brand has also on-boarded a classic mix of sporting heroes pushing boundaries and testing limits in their chosen disciplines.

    Hardik Pandya commented, “I’m delighted to be a part of the Monster Energy family. I have always believed in living my passion and following my dream, which is what motivates me to approach every day with the same zeal, energy and fearlessness.”

    “I’m glad that Monster Energy also stands for the same philosophy through their collaboration with other sportspersons, which I admire. I look forward to this exciting and cool association,” added Pandya, who is managed exclusively by IMG-Reliance.

    John Ludeke, Senior Director of Marketing, Asia said, “Hardik’s supercharged personality and athleticism embody the Monster Energy ethos. With his fearless attitude and aggressive style, he is pushing the boundaries of world cricket which makes him a great fit for the Monster Energy brand.”
     
    For more information please visit https://www.monsterenergy.com/in/en   

  • Bajaj Pulsar turns 18, Ogilvy joins in celebrations

    Bajaj Pulsar turns 18, Ogilvy joins in celebrations

    MUMBAI: It was 2001 when Bajaj decided to launch a higher cc motorcycle in a market which was predominantly 100cc. Pulsar since its launch, changed the face of the Indian motorcycle industry forever. Pulsar burst on the scene with the iconic ‘It’s a Boy!’ commercial and ‘Definitely Male’ tag line. Conceptualised by Piyush Pandey, this started the Ogilvy-Bajaj partnership that has stood strong for nearly two decades. Today, Ogilvy and Bajaj have come together to celebrate the coming of age of the one thing that Indian youth aspires to own.

    “We launched Pulsar with the tagline ‘Definitely Male’ in 2001. This has remained unchanged for 18 consecutive years, something unique and a testimony to the enduring nature of Pulsar’s appeal across generations of riders. With the Pulsar’s birth, we saw a future for the brand as a brawny masculine man thus the only line uttered in the launch ad was ‘It’s a Boy’. I’m glad to see this ‘Boy’ turn into a thrill-loving 18-year-old ‘Man’. Pulsar and its communication are proof that our home-grown brands are not only built on strong foundations but have what it takes to go global and win across the world.” says Oglivy chief creative officer worldwide and executive chairman India.

    Speaking on the occasion, Bajaj Auto vice president Narayan Sundararaman said, “Over the years, brand Pulsar has grown from strength to strength to become one of the fastest-growing motorcycle brands in the country. The Pulsar range now extends all the way from 125cc to 220cc. In 2018 Pulsar crossed the 1 crore sales milestone in global sales. Today, Pulsar is sold in 65+ countries and in 15+ of those, Pulsar is already the market leader. Every third sports bike sold in India is a Pulsar. Cumulatively, Pulsar commands over 40 per cent share in the sports motorcycle segment in India.”

    Sundararaman added, “Pulsar turning 18 is a big moment not just for Bajaj or the Indian motorcycling industry but a proud moment for India itself. The motorcycle that every 18-year-old dream of owning and riding turns 18 to stamp with authority the fact that a product designed and developed in India can and is a noted bestseller and world-beater. This is proof that Indian innovation & engineering has been doing their best for nearly two decades. Consistent with the growth of Pulsar is it’s communication – Built on differentiation as much as the product is, the arc of Pulsar’s communication has seen it take the extreme and push the boundaries even further.”

    “With Pulsar turning 18, we decided to tell a story of a pulsar rider, from the time he is born. The film tracks the journey of a boy that is probably the story of almost each one of us. From the time we learn to walk, how we start seeking thrills every single day. The naughty kid who can’t wait to turn eighteen so he can get his license and his hands on the ultimate thrill machine, the Pulsar. The answer to all our thrill-seeking needs.” says Ogilvy India chief creative officer Sukesh Nayak.