MUMBAI: LazyPay, PayU India’s consumer lending platform and India’s most popular Pay Later option, today launched its new digital campaign ‘LazyPay Hai Toh Life Sorted Hai’. The campaign, to connect with today’s consumers, takes an unusual route and uses cases to highlight the convenience that LazyPay offers across categories. The smarter ways to complete a transaction with one-click alternative credit option for shopping, traveling and online ordering has been shown amusingly in the video.
The digital campaign parades top characters inspired by India’s most popular web series to emphasize the convenience of availing credit from LazyPay with flexible payment options. Stuck in real-life situations, the protagonist has been shown struggling with no credit availability to satisfy his minor expenses. That’s when LazyPay App comes to rescue with its one-click credit access offerings on travel, food, online shopping, along with 15 days credit period for repayment. LazyPay is at the centre of the film which is designed to spread the message of being smarter about how we can manage the daily activities and make our lives easier with financial solutions that are simple yet transparent and frictionless.
Speaking about the campaign, PayU Finance Country Head Pallav Jain said, “The campaign captures the true essence of smooth shopping experience combined with alternate credit that’s just a click away. It depicts the everyday scenarios which most of us and especially millennials go through, be it that month-end salary crunch or struggle in getting a personal loan for their trip they had planned with friends. We are positive that our special campaign will connect well with our consumers.”
MUMBAI: redBus has launched a large scale, 360-degree integrated marketing campaign, featuring its brand ambassador, MS Dhoni, highlighting the conveniences and advantages of using the redBus platform, as opposed to traditional methods of bus ticketing. It emphatically urges people to avoid being puppets of unorganised ticketing methods and take control over their journeys with redBus.
As part of the campaign, redBus has launched a 30-second TVC, which is the first in the series of two commercials, with the second video set to go live on 7 December. The films emerge from the core idea of highlighting the plight of travellers who are at the mercy of offline bus ticket booking system. They often have no control over the choice of bus, seat or ticket pricing. The films dramatise this lack of control by portraying the offline consumer as a puppet controlled by greater forces. The messaging deals with two major pain-points faced by offline ticket purchasers – limited range of options and arbitrary prices. redBus comes to the rescue on both occasions with Dhoni carrying the brand’s message of ‘taking control’ of one’s bus journey with the help of the redBus app, with his sporty elegance.
The campaign will be aired on all leading national and regional TV channels, including digital and social media.
redBus CEO Prakash Sangam said, “We have strengthened our footprint across the country, especially in West and North India, with MS Dhoni anchoring our campaigns. The online bus ticketing segment is still underpenetrated with tremendous potential to grow and our objective is to attract a large cohort of offline ticket purchasers to experience the convenience of booking on redBus and thereby drive growth.”
On the occasion of the launch, redBus VP and head of marketing Pallavi Chopra said, “The objective of this campaign is to attract a large segment of offline ticket purchasers who are deprived of choice and best ticket prices, to try redBus and enjoy a hassle-free travelling experience. We have put up a strong narrative to emphasise this message, with Dhoni delivering it emphatically to a PAN-India audience. The films are both, educating and entertaining and sure to command strong attention from our audience.”
McCann South EVP Dileep Ashoka said, “redBus, India’s No. 1 online bus ticketing app, has already managed to get a large share of the early adopters on board with previous campaigns. The objective of the current communication is to target the laggards in the category- those who are habituated to booking through traditional methods, despite all the pitfalls. The use of the puppet as a visual device, a catchy rap and Dhoni’s mass appeal is aimed at driving home the message to a wider demographic in the most disruptive way possible and shake offline consumers from their current state of inertia.”
redBus launched its first brand campaign with Dhoni in May this year, where the cricketing legend was cast in an unusual avatar of a hockey player. The films associated with this campaign, emphasised on aspects such as choice of leg room and best discounts offered on the redBus platform and was well received across India. The campaign also helped deliver growth in the west and north markets for redBus.
MUMBAI: Wavemaker, the media, content and technology agency of GroupM has created a quirky digital campaign for pharma major Lupin Ltd’s (Lupin) OTC arm Lupin Life featuring its new woman-care product, V-Bath. The campaign named #SahiBaat aims to build awareness among women around the usage of intimate hygiene wash and encourages them to openly discuss their concerns rather than being ‘shusssh’ about it.
Featuring vivacious Richa Chadha, the campaign video builds on the storyline of how even confident women avoid talking about intimate hygiene, do not give the issue any priority and end up compromising their own health.
Talking about the launch of V-Bath on digital media,Lupin Life head Anil Kaushal said, “We have reinvented V-Bath by making changes in the product based on new research and customer feedback, and are looking forward to re-introduce it in the market. It was imperative for us to get our first communication right and Wavemaker helped us develop this campaign based on an integrated content solution approach. The #SahiBaat campaign delivers our message and represents our product philosophy in the best possible way.”
Talking about the campaign conceptualisation, Wavemaker India chief content officer Karthik Nagarajan said, “When Lupin wanted to launch V-Bath, we did not look at it as just a product launch but a new category altogether. We recommended a digital-only launch as we thought it was the best way to generate buzz around an issue that has largely been taboo, while generating consideration for the brand. Extremely proud of our ‘Originals’ team which conceptualised the film and our partners. However, none of this would have been possible without a progressive client who was willing to walk the talk!”
MUMBAI: Of the world’s 30 most polluted cities, 22 are in India. New Delhi, one of the most polluted capitals in the world, again witnessed record-high levels of air pollution earlier this season forcing schools to be closed. Continuing with its motto of ‘On Your Side’, CNN-News18, in partnership with Smile Foundation launched a unique state-wide awareness campaign – #DilliKiHawaBadlo. Endorsed by top schools across the capital, the initiative aimed at raising cognizance on the importance ofindividual contribution towards curbing air pollution.
The campaign was geared towards educating children to act on day-to-day activities and bring change at the ground level. Commenting on the initiative, Network18 English & Business News Cluster CEO Basant Dhawan said, “Air pollution has become a serious environmental and public health emergency. We, at CNN-News18, have always believed in raising relevant issues and creating impactful conversations to drive change. Through this initiative, we aim to mobilise the society with children as the change agents. We are focused on creating a steady drumbeat around such burning issues and with such campaigns, we are going beyond television to speak directly to our viewers.”
Elaborating on the campaign, Smile Foundation Co-founder and Trustee Santanu Mishra said, "Our ChildforChild programme seeks to inculcate a conscience and value system in the children so that they grow up to become responsible citizens and change-makers. Through #DilliKiHawaBadlo, we conducted workshops on air pollution, which included both awareness on the issue, as well as ways to protect themselves and the planet. Simple actions like planting trees, curbing plastic use, recycling waste etc. that can be carried out by students were discussed. We thank CNN-News18 for this collaboration in helping us bring to light such an important issue."
Given that children are highly perceptive to change, the campaign primarily focused on inculcating behaviour change at an individual and household level through continuous education and awareness. In a month-long outreach, the initiative received overwhelming participation from the top schools of New Delhi such as Sardar Patel Vidyalaya, Air Force Bal Bharti, Delhi International School amongst others. The experts from Smile Foundation conducted workshops with hundreds of students. CNN-News18 distributed anti-pollution masks and engaged with over 700 individuals including students, teachers, support staff and parents to help them stay healthy while outdoors
MUMBAI: Tata Sky, India’s leading content distribution platform has launched a new integrated campaign ‘Full Family Jingalala’ to tell families about the possibilities which can open for them through Tata Sky. The campaign is focused on showcasing some customer centric features of Tata Sky – a second screen via the mobile app to consume content, the fantastic HD picture quality of the set-top box and an innovative pack selector on the website which can help any family choose genres/ channels/languages and customise their TV pack based on their specific needs.
Speaking on the occasion, Tata Sky Chief Communications Officer Anurag Kumar said, “As an industry leader, Tata Sky wants to inspire new possibilities for everyone. With this campaign, we have put the man of the family in the centre and recognise that he wants to give better things to his family as they move up in life. With a simple change like getting a Tata Sky connection at home, he can create a much bigger impact on his family’s happiness which goes way beyond the act of just consuming content.”
He further added, “If Tata Sky can enable fathers to help their children pursue their talents or enable husbands to recognise their wives’ toil in the kitchen and change that perspective or allow families to take care of the comfort of their domestic helpers too, then Tata Sky would have helped families in India become happier in meaningful ways.”
Ogilvy India – West Chief Creative Officer Sukesh Nayak said, “Our creative idea for this campaign is to highlight the transformation at home. To show how the decision to bring home Tata Sky not just helps transform the entertainment experience, but also enables a family to create moments of happiness beyond entertainment.”
The new campaign has been launched through an interesting set of three ad films that will focus on Tata Sky’s unique and quality services adding values to their lives. The films have gone live on television and digital platforms all over India. The campaign is live across the print and outdoor mediums.
The first film ‘Dance’ opens with two girls learning to dance by watching a dance show on TV but stops dancing as their father arrives as he is an avid news watcher. On his arrival, he takes out his phone and watches news on his Tata Sky mobile app, which leaves the girls delighted and joyful. The film highlights the availability of Live TV on mobile app at no additional cost with a Tata Sky connection.
The second movie ‘Picture Quality’ starts with a family, comprising of two daughters who are very excited to experience visually appealing theatre like experience at home with improved picture quality through Tata Sky connection. As the movie progresses, the father encourages his wife to join them to ensure that she experiences and decides to order food from outside. It reinforces the idea of how Tata Sky connection brings the family for better viewing experience by offering HD quality connection to its subscribers.
The third film ‘Family Pack’ showcases a husband selecting genres of show to subscribe for Tata sky. On being asked about the same, he lets his wife and elderly household choose genres of their respective choices which conveys the message that family packs can be subscribed within budget with a new Tata Sky connection.
MUMBAI: Staying true to its philosophy of being youthful and contemporary, Marico’s Hair & Care recently launched their new campaign #KhuleBaalBefikar that celebrates the joy of ‘Khule Baal’ or open hair. The film that is currently on air shows a few, fun situations where the protagonist isn’t able to enjoy a ride either on a carousel or in a convertible because of the heavy, sticky hair oil which doesn’t let her hair dance. Adding a quirky hint of nostalgia, the iconic song Ude Jab Jab Zulfein Teri plays in the background as the couple discovers the joy of free flowing hair because of a light, non-sticky hair oil.
A key element of this campaign was the TikTok challenge that went live on 23rd November with top influencers of the platform and crossed 2.8 billion views within 3 days. The brand worked with influencers across multiple cities and challenged TikTok users to make their hair dance and upload videos of their best hair moves with the hashtag #KhuleBaalBefikar. The activity saw 2.8 million videos created with multiple, fun takes on free flowing hair.
Marico Limited chief marketing officer Koshy George said, “At Marico, our priority is to understand consumer mindset and accordingly develop an insight-driven campaign. Hair & Care is a young, fun brand for audiences who like to enjoy every moment in their lives fully. These consumers are always looking for entertaining content on the new-age social media platforms and are willing to adopt new trends. Our media mix was hence devised scientifically keeping in mind newer formats that would gain engagement from our core consumers. TikTok is one such platform that has helped us drive our brand narrative – #KhuleBaalBefikar in a fun, engaging, short-video format.”
With a 360-degree integrated marketing communications approach, the campaign went live with a TV commercial in Hindi-speaking markets. The brand has also innovated with their OOH advertisements in the form of motion sensor boards at targeted locations including the Saki Naka Metro Station, Mumbai and the Jawaharlal Nehru Marg, Jaipur. The screens display the photo of a girl with open hair that is programmed to fly every time a train or a bus enters the station. A radio campaign was also a part of the mix where listeners were encouraged to share their ‘Khule Baar Befikar’ videos on the RJs’ social media pages.
The film was conceptualized and shot by BBH India with Chrome Pictures and is currently on air in Hindi speaking markets. CEO and managing partner Subhash Kamath said, “Hair & Care has always been an exciting brand for us. It is young and fresh and demands a very different approach from regular hair oil advertising. The brief was simple and clear and we had fun creating this campaign. The promise of ‘Khule Baal Befikar’ isn’t just a functional promise. It symbolises the sense of freedom and expression of our youth audience. So it was important to make it fun and entertaining, and the creative delivered beautifully on that promise.”
Agency: BBH India
· Chief Creative Officer & Managing Partner: Russell Barrett
MUMBAI: Star Sports, India’s leading sports broadcaster has launched the second television commercial for the Paytm India vs West Indies T20 Trophy. Before the first TVC that announced the #UnfriendshipDay campaign, Kieron Pollard and Rohit Sharma had declared war on Twitter.
Ahead of the T20 matches, the battle heats up between the two friends who have turned into foes. In the second TVC, Rohit Sharma gets an unexpected wake-up call at 4 a.m. and is furious when he finds out that it was Pollard’s doing.
After an exciting series with Bangladesh, India is ready to take on West Indies. Viewers and cricket fans alike can look forward to another scintillating display of cricket from the Men in Blue as they take on the visiting West Indies team in a series of three T20Is and three ODIs starting 6th December 2019, which will be broadcast on the Star Sports network and Hotstar.
MUMBAI: Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network, has launched a new campaign for the music networking app, StarMaker.
Ranked amongst the top 5 music apps of the country, this karaoke app with over 50 million users globally, offers multiple features including pitch, effects and rolling lyrics. It also allows users to appreciate or encourage one another’s singing and musical prowess, thus, ensuring steady consumer engagement.
StarMaker’s decision to launch this fresh campaign with Taproot Dentsu, therefore, clearly indicates the brand’s intent to catapult onto greater heights across India in the nearest future.
As inextricable and omnipresent as it may be, Music in India also continues to be a collective phenomenon. This is chiefly because an Indian’s perception about his/her own voice quality is so truncated that the thought of being singled out and put under the spotlight makes him/her visibly scratchy and uncomfortable.
Now, based on this very insight, this latest campaign from StarMaker showcases a montage of stories of different people who shy away from singing solo. Eventually of course, with some assistance and encouragement from the app – StarMaker, they transform from hesitant, uncertain singers, to joyful, confident and unabashed heroes. In it pertinent to note here that the key features of the app, which are also its chief differentiators, have been organically woven into the campaign story.
Speaking about the campaign, StarMaker Interactive Marketing Vice President Aviva Walsh said, “StarMaker has managed to reach millions of young hearts in India who love to sing. Yet, there were certain local inhibitions that did not allow everyone to sing out loud…just yet. Taproot Dentsu conjured up this great idea urging the commoners to break all barriers and just sing for the love of it. The Karaoke culture is set to boom in India and we thank Taproot Dentsu to stand true to our expectations in making this happen.”
Speaking about the campaign, Taproot Dentsu ECD Pallavi Chakravarti said, “Singing is in every Indian's DNA, but for a large part of the population so is stage fright. Bathroom singing is all well and good. However, when it comes to public performance, people back off. StarMaker is here to turn things around and make sure that everyone has the confidence to sing out loud and more importantly, sing to the best of their potential.”
MUMBAI: OYO Hotels & Homes, the world’s second-largest chain of hotels, homes, managed living and workspaces, has rolled out its new campaign – ‘OYO, Raho Mast’. The five-week-long burst is LIVE across television, digital and social media platforms.
OYO was established with the vision of creating affordable, accessible and quality living spaces with standardized amenities and service delivery designed to suit the needs of every pocket. For years, more often than not travelers and city-dwellers were forced to compromise on location, quality, and price. OYO eliminates the price disparity that we have come to expect from the interference of touts and ensures that safe and secure, comfortable hospitality options are available to everyone, everywhere at the tap of a button. Rooted in this thought, the true essence of OYO – Raho Mast comes alive with the idea that OYO exists to help fulfill your purpose to get out there, to travel, to work, to relax, to bond, to just be. To lead a good life. With OYO you find a quality living space in your budget, more options and a chance to dream bigger and better.
Inspired by real-life experiences of diverse travellers, the campaign creatively narrates three stories showcasing challenges faced by varied consumer segments. Through a humorous take, three films illustrate the consumers’ behaviours, changing needs and resultant trends; ultimately highlighting OYO’s differentiated offerings for everyone (to live a good life or raho mast). The three films look into the lives of a family, business travellers and couples and subsequently, how they have found the best solution with OYO, during their usually chaotic travel and stays.
Reflecting on the television campaign, OYO Hotels and Homes CEO, India & South Asia Aditya Ghosh said, “We are excited about this new Raho Mast brand campaign. Great brands are built when you are answering to the consumer's needs, doing it consistently and delivering on your promises. With its funny, quirky and yet relevant approach, the Raho Mast brand campaign reflects on what the average Indian consumer goes through and how OYO can help make the experience hassle-free at every touch-point. The red and white OYO sign stands for our enduring belief that low cost has nothing to do with low quality.”
Announcing the launch of its television campaign, OYO Hotels & Homes, India Chief Operating Officer Gaurav Ajmera said, “We are thrilled to launch ‘OYO – Raho Mast’. With this campaign, we would like to strike a chord with our consumers by providing the best hospitality solution to end their travel woes with our standardized and comfortable stay offerings, at good value for money. Our journey so far has been nothing short of exceptional and we truly believe that this has only been possible because of the love our guests have shown us. These TVCs are an ode to our guests, who continue to inspire us in making OYO their most-preferred hospitality partner whenever they travel. We will continue our efforts towards providing a seamless and happy experience to consumers by eliminating the hassles that come along with hotel bookings.”
Starting 25th November until 3rd January, the campaign aims to build awareness about OYO as a hotel brand through reach based mass approach with high frequency. The three brand films will be seen across multiple television channels including primetime slots, with a major focus on GEC, Hindi Movies, Hindi News, English News, Music and several regional genre platforms. To increase visibility, glimpses of the campaign will appear on popular Indian entertainment shows like Indian Idol, Bigg Boss and The Kapil Sharma Show. With an aim to reach a whopping 75 million consumers across the country, the campaign will go live across digital and social media channels like Youtube, Facebook, Instagram, Twitter, Tik Tok, Gaana among many others. Simultaneously, the campaign will be amplified through an influencer marketing campaign with noted celebrities and social media content creators.
MUMBAI: OMVED Therapies, India’s first Vegan Ayurvedic wellness brand recently wrapped up their digital campaign called – #SmellsLikeDiwali. Launched during the festival of Diwali, the campaign was inspired by taking into notice how people associate multiple smells of food, rituals and even the smell of new paint with the festival.
They conducted a survey across the country asking a single question ‘What does your Diwali smell like? Allowing them to reach across various demographics to understand people’s thoughts. The feedback was later compiled in a video and was showcased on various social media platforms. The response that received was humongous gaining 18 M impressions over Facebook and Instagram.
This campaign enabled us to touch the hearts of 3.2 M people through social media platforms with 22 posts spanning over 3 weeks. The online engagement peaked at 716% higher than the usual. The campaign alone garnered around 3.3 M impressions just from Delhi chapter. Similarly, the engagement per post, stories, and polls was approx. 67% higher than the usual posts. New audiences too were tapped in via 9 influencers, which successfully garnered a reach of 568K reach and engagement of 21K. The social following massively grew by 31%, hinting a growing increase of interest in the traditional science of Ayurveda.
OMVED Therapies spokesperson stated that “We are glad that our Diwali digital campaign has been accepted so well and reached out to a large audience. During the course of the campaign, the heterogeneity of the replies also showed how pollution too has cast shadows in their story of Diwali. For the first time ever, an online campaign digressed the conversation around pollution and bad smells during Diwali and brought forth a new lens of viewing this festival. We also introduced people to the various diffuser oils and gave them an opportunity to mask off the bad smells and invite auspiciousness into their homes, in the most natural way.”
Speaking on the success of the campaign, Grapes Digital Mumbai Branch Head Rajeesh Rajagopalan said, “This campaign presented a fresh perspective to online conversations around Diwali. Only a few campaigns in recent times have employed nostalgia so effectively to bolster brand awareness and trigger a positive message.”
