ITV

Category: Ad Campaigns

  • LoanTap launches a new brand campaign that trumpets the concept of living a ‘No Load’ Life

    LoanTap launches a new brand campaign that trumpets the concept of living a ‘No Load’ Life

    National : LoanTap is a digital lending organization that caters to salaried millennials and their new campaign positions them as a young gene organization that any millennial can relate to. Their campaign video takes us through multiple situations that are relatable to all of us. We move to bigger cities, have lifestyle requirement and therefore, taking financial assistance has become a part and parcel of life. LoanTap stands by the millennials by being their financial companion in the form of EMI Free Loans.

    So, what went into making of video?

    The marketing team at LoanTap and their agency, Mad Minds underwent grilling process to validate, cross examine and come up with statements that echo well with the millennials. A one of a kind concept, #LifekaLoadMatLo, has been brought to life with the help of social observation and primary research. Right from delayed increments to sudden car repairs or vacation demands, the video adds a dash of humour and takes us through the numerous uncalled for situations that demand financial assistance. It simply brings up, in a quirky way, how untoward situations can crop up and one has no choice but to deal with it. So, why take load, when you have LoanTap!

    You can view the video here – In a Life full of load, Don’t Take EMI ka Load!

    “At LoanTap, we intend to be the loan seekers’ companion. Loan must fit the pocket of the millennials and should come at friendly terms. The concept of going to the branch and getting personal loan has become obsolete. When technology commands the financial processes, customization must be at the hand of consumers,” says Mr. Satyam Kumar, CEO, LoanTap. He adds, “We firmly believe that there’s a long term relationship between a lender and the borrower.”  He mentioned that today’s millennials or salaried professionals need financial help to cope up with the ever changing environment – be it parental care, career movement or their lifestyle requirement. LoanTap with its customer friendly approach, high level customization and well appreciated customer care executives has an edge over most digital loan lenders.

    Mad Minds, on origination of the concept, “#LifekaLoadMatLo campaign explores the insight of how life can saddle you with different kinds of load. While you can't so much about it, LoanTap at least ensures that you won't have to take EMI Ka Load in an entertaining way. One of the biggest research findings amongst the youth across metros was that they want more out of life. Today's youth live each day to fulfil their dreams and aspirations. Be it travel the world, get the latest gadgets, destination wedding and so much more. However, the challenge for them is how to manage the overflowing bucket list with the monthly budget. And that's where LoanTap fits perfectly. LoanTap lets you max out your life experiences simply by managing the financial load with innovative loan products. The word 'Load' also resonates with the youth and their way of life. So, 'Life Ka Load Mat Lo, EMI Free Loans Lo.

    LoanTap offers an array of innovative loan products that are designed to let today's youth live every moment to the fullest. EMI Free Loan, frees its millennial customers of fixed EMI ka load. It reduces the burden (addressed commonly by youth, as “Load”) on monthly cashflows and hence making more money available to the borrower at the end of the month.”

    Director, Road Runner Productions, responsible for production of the video says that it was a fun-filling experience to bring the script alive with his crew members. He further adds, “We received the script and realised the potential it had to experiment and create something out of the ordinary. We decided to go for a narrative that captured the mundane nature of our protagonist’s day to day life while bringing out the humour in the film. Thus, choosing the right cast to portray this role was key. With the help of quirky tunes we were able to weave the whole piece together and further enhance the comic side to our character. Overall it is always so satisfying to watch the film shape up just as we envisioned.”

    LoanTap, an online lending firm, has been digitally touching lives of its customers since 2016 by providing customer friendly loans. Founded by Satyam Kumar, banking veteran and Vikas Kumar, technology veteran, LoanTap has been providing millennial friendly loans and shall continue to strive for excellence in meeting customer needs and expectations.

  • Furlenco’s new campaign shows how #SomeGoodThingsComeEasy

    Furlenco’s new campaign shows how #SomeGoodThingsComeEasy

    MUMBAI: Furlenco, India’s largest furniture subscription company, has released two digital ad films on their YouTube, Facebook and Instagram pages. The ad films exemplify the brand’s philosophy of going against the tradition of owning things. In the same spirit, the films defies the notion that ‘good things take time’ and  convey how with Furlenco, #SomeGoodThingsComeEasy. The campaign has been conceptualized by Furlenco’s in-house creative team.

    The first film shows a young bachelor getting ready for a road trip for some me-time. Things take a U-turn when his family turns up at his door to surprise him for Diwali. It goes on to show how he plays it smart and quickly gets a furniture subscription to transform his bachelor pad to make it comfortable for his loved ones. The second film is about a young daughter worried about the money being spent on buying things for the house. She then gets a Furlenco furniture subscription and gives her mother what she wants without spending on yet another ‘thing’. Two more films will be released in November 2019.

    Speaking about this, Furlenco  Chief Operating Officer Ashwin Venkatraman said, “Urban millennials are practical. They believe in living in the moment and are not interested in owning expensive things. For them, it is important to be smart and live a life that prioritises their comfort. And subscription as a way of life suits that mindset. Our new ad films aptly convey our philosophy of renting over buying and show how it can save time, effort, and money without compromising on quality or aesthetics. ”

    Furlenco is an online-only furniture company with a difference, catering to the lifestyle aspirations of contemporary urban Indians in an unmatched way. It is India's largest rental company and offers high-quality and trendy furniture on a monthly subscription basis. With value adds such as 72-hour delivery, free relocation and free cleaning, the brand solves the hassles that typically come with buying and owning furniture. Their offering is targeted at a generation that doesn’t always believe in conventions or the need to ‘settle down’ to live their best life. For millennials, friends are as important as family, me-time is sacrosanct, and money is better spent on experiences rather than things.

    From a handful of orders in the first year to having furnished about 90,000 homes, Furlenco has grown from strength to strength. The company aims to achieve a subscription revenue of INR 2000 crore by the year 2023. 

  • This Diwali, Santoor Gold encourages all to start their festivities with ‘#MyDiwaliRitual’ campaign

    This Diwali, Santoor Gold encourages all to start their festivities with ‘#MyDiwaliRitual’ campaign

    MUMBAI: Capturing the essence of Abhyanga Snan, also known as Holy Bath – a significant Diwali ritual followed across Maharashtra, Santoor Gold, a premium soap from the Santoor family launched a new TVC campaign.

    Abhyanga Snan is a ritual performed on the morning of Narak Chatrudasi, the first day of Diwali. The ritual calls for an oil massage followed by a bath with specific ingredients that includes Chandan (Sandalwood) and Kesar (saffron) amongst others. Santoor Gold is made with the finest Kashmiri Saffron and goodness of Sandalwood that makes it the ideal soap to complete the ritual this Diwali.

    Titled as ‘MyDiwaliRitual’, the TV commercial highlights a young woman assuring her worried mother that she is all set to celebrate Diwali the traditional way, with all the rituals starting with the Abhyanga snana as she has Santoor Gold with her.

    Commenting on the campaign, Mr. S Prasanna Rai, Vice-President, Marketing, Wipro Consumer Care & Lighting, said, “For Indians, every festival is a wondrous and joyful event and Diwali is one of the biggest festivals celebrated. As significant the celebration of the festival is, the rituals are also equally important. Santoor Gold’s new campaign targets the contemporary Indian women who can now have one-stop solution to fulfil the rituals and get glowing skin.”

    For over 35 years, Santoor has delivered on the promise of “Younger Looking Skin" through superior product offerings using natural ingredients. Over the years the brand has grown from a single soap brand to soap variants, talcum powder, deodorants, liquid soap, handwash, facewash and so on and has been constantly launching new brand variants and new products in tune with market demands and needs. Santoor remains as one of the most aggressive personal care brands in India.

  • Honda launches ‘A Quiet Revolution’ campaign Premium Activa 125 BS-VI

    Honda launches ‘A Quiet Revolution’ campaign Premium Activa 125 BS-VI

    MUMBAI: Honda Motorcycle and Scooter India Pvt Ltd has lifted the curtains of its 360-degree campaign ‘A Quiet Revolution’ for its paradigm shifter Activa 125 BS VI – Honda’s first two-wheeler into the BS VI era.

    ‘A Quiet Revolution’ encapsulates the wizardry behind Honda’s BS-VI era two-wheeler line-up while showcasing the Power of Silence coming from Honda’s globally acclaimed Enhanced Smart Power (eSP) technology for a silent start and smooth eco-friendly ride.

    With as many as 26 new patent applications, exceptional technology, new features, 13 per cent more mileage, intelligent display informatics, elevated convenience and evolved style; the all new Activa 125 – Honda’s maiden BSVI offering kick-starts ‘A Quiet Revolution’.

    The campaign conceptualised by Dentsu One, a Dentsu Aegis Network division aims to highlight the unique feature of eSP technology i.e. Silent start.

    Leading the narrative of ‘A Quiet Revolution’ is Honda 2Wheeler India’s brand ambassador Akshay Kumar. The campaign is based on the human insight that since birth all of us hear two words “Keep Quiet”. The TV commercial shows Akshay re-telling his personal experience on this. Cherry on the cake is a surprise debut of his charismatic wife Twinkle Khanna, who further proves his point once again. 

    Speaking about ‘A Quiet Revolution’ campaign, Honda Motorcycle & Scooter India Pvt Ltd senior vice president, sales & marketing Yadvinder Singh Guleria said, “By launching a BSVI two-wheeler six months ahead of emission norms, Honda is all set for a quick, silent and innovative start into the new era. The new Activa 125 BSVI campaign is inspired by something everyone has all experienced, right from our birth to school, college and so on… the desire to replace noise with the power of silence. The revolutionary eSP technology, industry first features of Activa 125 BSVI bring to life the meaning of ‘A silent revolution’. And adding the perfect spice to this campaign is Twinkle Khanna shushing Akshay in the end yet again.”

    Dentsu One national creative director Titus Upputuru said, “When we talk of technology, the usual direction is to go all techno and sci-fi. We thought why not make technology a little friendly. That’s why, we went the ‘keep quiet’ way. It’s true that all of us have been told to keep quiet more than once in our lives. People love peace and quiet. We thought let’s get Akshay to play the central character and make him speak about this life truth.”

    “The objective of this campaign was to highlight Honda’s technological prowess and first-in-segment features of the product. A simple yet powerful insight woven with slice-of-life situations strengthens the connect of the campaign with the target audience and furthers Honda’s position as a leader and innovator in the world of two-wheelers,” said Dentsu One executive vice president, account management Abhinav Kaushik.

  • Lay’s unveils a series of TVCs for its ‘smile deke dekho campaign’

    Lay’s unveils a series of TVCs for its ‘smile deke dekho campaign’

    MUMBAI: LAY’S, India’s favorite potato chip brand, today launched their latest series of TVCs for the all new ‘Smile Deke Dekho’ campaign featuring India’s leading Bollywood actors and youth icons Ranbir Kapoor and Alia Bhatt. With this new campaign, LAY’S brings alive the idea of how a Smile comes in a variety of flavors and goes beyond the conventional boundaries and barriers to establish connections portraying various moods and emotions. The TVCs capture how ‘Smile’ is a universal language and sharing a pack of LAY’S chips with a smile can help build connections effortlessly.

    LAY’S has always been the perfect companion for every celebration and good times with friends. For over two decades, LAY’S has been on a mission to bring more smiles to the consumers across the country. To further this proposition, the brand has brought its global Smile campaign to India as ‘LAY’S Smile Deke Dekho’ campaign.  Launched for a limited time period, the new LAY’S packaging features six different smiles that capture different moods and emotions through its various flavors.

    Expressing his thoughts on the campaign, Mr. Dilen Gandhi, Sr Director, Marketing – Foods Category, PepsiCo India, said, “LAY’S Smile Deke Dekho is based on a simple premise that just like a smile, a pack of LAY’S can build connections between people. And when you combine a smile and LAY’S the results are magical. To tell these stories we have brought together two of India’s best actors – Alia and Ranbir – for the first time on screen together for a series of stories told by one of India’s foremost filmmakers – Dibakar Banerjee. These stories are just the latest chapter in the brand’s two-decade history of building connections. And judging by the response we are getting on social media, one of our best yet.”

    As a brand, LAY’S has always closely resonated with the youth of the country and has been a part of all their fun and special moments. With travel being their topmost passion points, the new LAY’S TVCs also portray how LAY’S is a constant travel-partner for consumers in India.

    Speaking about the TVC, Mr. Senthil Kumar, Chief Creative Officer, Wunderman Thompson India, said, “In this emoticon crazy world, we wanted to give actual emoting a chance. Our device – the most beautiful emotion ever – a smile. We asked the country to try sharing theirs and that resulted to #SmileDekeDekho. The journey started with packaging design – giving each flavor the smile that went best with it. Then we went live with spots featuring Bollywood heartthrobs Alia Bhatt and Ranbir Kapoor – casting them in TVCs as strangers, acquaintances and as a couple – where they taught the country how to use the packs. Slotted for right after – we’re going live on mobile screens across the country – giving those hooked to it, reason enough to look up, and share a smile with the lovely people around them. Just how? You’ll know when it happens, keep watching the series of TVCs on the campaign.”

    Directed by Dibakar Banerjee, the new TVC captures an interesting conversation between Alia and Ranbir as they embark upon a journey on a train. When Alia asks Ranbir to share, he abruptly refuses thinking she is talking about his pack of LAY’S. Alia then clarifies that she was talking about the seat and taunts Ranbir, as a response to which he quips about having a charming smile. The TVC ends with the trail of the song ‘Smile Deke Dekho’.

    The first look of the campaign was revealed earlier last week through a teaser on social media on the occasion of World Smile Day, wherein brand ambassadors, Ranbir Kapoor and Alia Bhatt, were seen exchanging smiles using LAY’S packs.

    As a part of the larger campaign for ‘Smile Deke Dekho’ the brand also connected with leading influencers across social media to drive awareness for the new packaging. The smiles of all influencers were mapped and were then matched to our various flavor variants. The brand produced personalized packs of LAY’S, featuring the smiles of influencers that were sent out to them, creating a money-can’t-buy delightful moment for them. The campaign drove huge engagement across platforms generating over 70 million impressions.

  • Whirlpool embraces Every day, Care with brand-new ad campaign

    Whirlpool embraces Every day, Care with brand-new ad campaign

    MUMBAI: Whirlpool as a brand has always been about trust and care. Care can be beautiful, care can be messy, care can be unstated. Built around the many facets of care is Whirlpool’s new campaign. It celebrates the little moments of care for our loved ones. Not once a year, not once an anniversary, not once a birthday. But every day, in our own little ways.

    Starring Kriti Sannon, the new television commercial explores the narrative with a fresh storyline and unveiling a new baseline – Every day, care.

    The commercial beautifully brings together a montage showcasing everyday snippets of different homes, different relationships and how Whirlpool makes it easy for members of that home to care for another, transforming ordinary moments into extraordinary ones.

    Shedding more light on this new brand communication, KG Singh, VP Marketing, Whirlpool of India said, “We are proud to announce the launch of our new brand ad campaign. The new campaign celebrates the driving force behind everything we do. At Whirlpool, every feature we innovate, every technology we provide is designed to be simple & intuitive so that it’s easy to care. Because we believe that it’s not the appliances, but what we do with them that matters.”

    Further emphasizing on the campaign, John Thangaraj, National Planning Director, FCB Ulka added, “Whirlpool has always been a brand that has reverberated with trust and care. We observed the small things that one must be doing for their family every day, but unfortunately go unnoticed. However, the emotions that go behind those small actions speak a thousand words. With the current television commercial, we aim to showcase the care that rhymes with these actions.”

  • Crompton Greaves will let you #CookSweatFree with ‘Air Buddy’

    Crompton Greaves will let you #CookSweatFree with ‘Air Buddy’

    MUMBAI:  One of India’s foremost consumer durable brands, Crompton Greaves Consumer Electricals Ltd unveiled a new digital campaign – #CookSweatFree for its innovative kitchen fan ‘Air Buddy’ to highlight the ease of a sweat-free cooking without disturbing the gas flames in the kitchen.

    Amongst all the rooms in the house, one of the most action-packed ones is the kitchen. From your daily meals to the mouth-watering preparations for every occasion, it is considered as the heart of every home and the favourite spot of every homemaker. However, the kitchen is also deemed as the hottest place especially in Indian homes where one is inclined to spend almost 4 to 5 hours in the kitchen with limited exhaust facilities. Likewise, having a fan is not very helpful as it tends to disrupt the gas flames. Taking cognizance of this, Crompton has brought about an Innovative Digital Campaign for its kitchen fan Air Buddy that showcases how easy it is to cook comfortably and sweat free with Air Buddy in the kitchen.

    Crompton Greaves Consumer Electricals Ltd vice president fans Rangarajan Sriram said, “Crompton engineers products that provide meaningful benefits to consumers. The consumer insight we came upon is that, while cooking, the fan is always switched “off” when the gas is “on”. The Air Buddy kitchen fan is designed in such a way that, for the first time, you can have your fan on in the kitchen and enjoy soft, focused air flow without disturbing the gas flames. A simple consumer insight has allowed us to cater to this need and enabled us to innovate for a more comfortable and convenient experience. Through this campaign we wanted to showcase the differential factor of the product in an effective manner.”

    The narrative of the digital film broadly captures the key message of #CookSweatFree. The film depicts an Indian couple where the husband is found to be cooking, however, is facing discomfort due to the intense heat surrounding him. Upon returning from work, his wife comes to his rescue by switching on the new focused and soft airflow kitchen fan called ‘Air Buddy’ thereby showcasing the ease of cooking and comfort in the kitchen. The campaign will further be amplified across social media. Moreover, the brand is also providing a special offer of 35% off on Amazon up to October 31st.

    Schbang VP, solutions Saumil Mehta added, “Crompton Air Buddy is a very unique product born out of a core consumer insight & need. When we delved deep into our TG we realized that there is a need gap when it comes to switching a fan on while cooking in the kitchen. Popular wisdom & habit dictates "Gas on = Fan Off". Crompton picked up on this insight and tailor-made solution to enhance the consumers' cooking experience while in the kitchen. Digital played an important role in the mix right from creating awareness amongst our TG by reaching out to the right audience on YT looking out for Recipe videos, remarketing with the relevant product benefits & finally closing the loop by leading the TG back to ecommerce platforms for conversion. The results have been quite promising with 5.7 million impressions delivered, 4% CTR & more than a lakh clicks to ecommerce in just 5 days.”

  • McDonald’s launches two TVCs to promote festive “Ab Sabka Combo Chalega” offer

    McDonald’s launches two TVCs to promote festive “Ab Sabka Combo Chalega” offer

    MUMBAI: To promote its offering of more than 30 combos a price of Rs 59, McDonald’s in West and South India (operated by Westlife Development Ltd through its wholly-owned subsidiary Hardcastle Restaurants Pvt Ltd) has launched two TVCs conceptualised by DDB Mudra, tapping into the festive season.

    The first TVC shows two kids dressed as a lion and a deer ordering for a veg and a non-veg combo. After the server gives non-veg combo to the lion and veg combo to the deer, the kids quickly swap their order as the lion turns out to be a vegetarian.

    The second TVC features a man dressed as Raavan placing his order for multiple combos. The server takes the order and looks up to confirm and asks ‘that’s it sir’ and after seeing the costume with multiple heads, quickly corrects himself to say ‘sirs’. 

    These TVCs went on air early this week and will be aired on leading channels supported by digital and outdoor.

    Sharing his views on the newly launched campaign and TVC, Hardcastle Restaurants Pvt Ltd Director – Marketing and Communications Arvind RP said, “We are an everyday value brand and with McSaver combos, we are giving our customers great variety at a compelling price point, truly bringing alive the promise of value. The TVCs tap into the festivities and communicate the proposition in a quirky way.”

  • Saint-Gobain Gyproc unveils new brand campaign “Ceiling Nahi Feeling Hai”

    Saint-Gobain Gyproc unveils new brand campaign “Ceiling Nahi Feeling Hai”

    MUMBAI: Saint-Gobain India Pvt Ltd-Gyproc Business, a market leader in gypsum-based solutions, launched a new brand campaign “Ceiling Nahi Feeling Hai” with a TVC that will leverage the ongoing festive season. With the insight that doing up one’s ceiling is an emotional experience, starting from the designing aspects to the moments of pride when the construction of the ceiling is complete, the campaign primarily aims at bringing out the emotional connect to the category through a journey of feelings.

    Investments in the home interior space are now at an all-time high on account of higher purchasing power as well as the influence of different cultures and lifestyles. Designer false ceilings have become an integral part of any well-designed home interior. Saint-Gobain Gyproc has been a pioneer in creating this category over the past six years through smart marketing investments and by creating an eco-system of trained installers who are able to fulfil the expectations of the customers in terms of aesthetics. The new TV campaign “Ceiling Nahi Feeling Hai” was launched recently with the aim of taking this category to the next level.

    As per Gyproc India vice president, sales and marketing Sudeep Kolte, “False Ceilings is one of the fastest growing categories in the Home Interior space and as a market leader it is our duty to keep growing the category. Our latest ad campaign is trying to build on the core insight that doing up a false ceiling is an intense affair with a lot of emotions involved right from ideation to design choices and finally to implementation stage. A beautifully done ceiling has a pride of place in the home and is also a reflection of superior taste as well as an elevated lifestyle.”

    The new TVC features the story of different people in different spheres of life and how adding an emotional connect to any situation enhances the person’s experience. Taking a fun and light tonality, the TVC captures the consumer’s emotional journey and highlights the key aspects of Saint-Gobain Gyproc ceilings like flexibility with design and variety of customisations. While the primary audience is home-owner NCCS A 31-50, the creative is expected to win the hearts of all age-groups by virtue of its universal appeal.

    Gyproc India head marketing Anirban Mukhuti added, “We have tried to play around with stories which are unique yet highly relatable, reflect universal emotions and transcend all barriers. The powerful visual frames have been enhanced with a strong voice-over and a catchy tag-line. The end result is a creative with the right mix of visual, auditory and feel quotient which we feel will be able to break the clutter and make Saint-Gobain Gyproc synonymous with “False Ceilings” as a category.”

    With the aim of engaging with consumers across Saint-Gobain Gyproc’s growing markets, the TVC will be aired in Hindi and 6 regional languages and will be promoted on TV, digital and cinema. “Ceiling Nahi Feeling Hai” is a powerful tagline providing us with a lot of leeway in terms of extending this core idea and leveraging the same creatively across mediums. We will live up to the promise by empowering our consumers with a range of design choices available digitally”, says Aninda Gupta, Marketing Manager, Gyproc India.

  • Godrej Appliances puts best foot forward in India’s fight against e-waste

    Godrej Appliances puts best foot forward in India’s fight against e-waste

    MUMBAI: Godrej Appliances, one of India's leading players in the home appliances segment, introduces a series of e-waste awareness campaigns and collection programs under its banner of India Vs E waste. This International E-waste Day, Godrej Appliances, makes the choice of responsibly disposing of e-waste easy, by introducing a ‘Call to Collect e-waste’ initiative through its toll-free number 1800 209 5511. The brand also launches a video on digital platforms, targeting children who today are the biggest influencers at home.  The video comes at the back of another social campaign which the brand undertook on Dussehra namely #IssRaavanKoMatJalaao, weaving in conversation around the practice of burning e-waste.

    The brand introduced a special provision in IVR of its toll-free number to facilitate the collection of e-waste from homes of consumers. Just by calling the toll free number and pressing 3 on the IVR, which is dedicated to e-waste collection, consumers can schedule a pickup of e-waste. This line is open 24 x7 and can take up requests in 12 regional languages.

    Commenting on the occasion, Godrej Appliances head – service Ravi Bhat said, “Godrej has always believed in going the extra mile in fulfilling its extended producer responsibility obligations. Environment being a core value, we are committed to the cause of proper e-waste recycling. While so far, we had worked on strengthening partnerships with recyclers in this field and having strong audit mechanisms at our end to ensure that the process was robust, we are now taking this initiative to the end consumers. There are multiple problems which come in the way of e-waste recycling. Lack of awareness around the issue and around the solutions available are some of the problems that we are trying to address.”

    To spread awareness around the issue, Godrej Appliances also introduced a social media campaign, to educate children on the importance of proper disposal of e-waste. The DVC showcases the everyday ‘Rohan’ transforming into an ‘e-waste superhero’ and urges youngsters to take part in this fight against e- waste. The brand understands that community involvement is crucial for proper e-waste management and change start at home, which is why the campaign is targeting the biggest influencers at your home – your children.  But this is not the first move by the brand in reaching out to the younger pool of users. The brand initiated multiple e-waste awareness camp across India in various schools and colleges, earlier this year, through its service network – Godrej SmartCare. The brand targets to conduct such e-waste awareness school camps across leading cities, by the end of the year.

     The new video led awareness campaign comes just as the brand concludes its Dussehra initiative around e-waste. Leveraging the age-old tradition of burning Ravana effigies as a representation of good over evil on the eve of Dussehra, Godrej Appliances launched the e-waste awareness campaign #IssRaavanKoMatJalaao in the city of Chandigarh, close to Mohali which hosts one of the Appliance factories for Godrej. At the centre of this awareness campaign was a life-sized Raavan made from e-waste material like refrigerator components, washing machine parts, cables, compressors, chargers, circuits etc, roaming around the cities of Chandigarh, Mohali and Panchkula, spreading awareness about the ill effects of e-waste on us and the planet at large. The brand partnered with a special artist to create this Raavan and captured the whole process. This was followed by a short campaign showing the making of this Raavana and urging everyone to properly dispose off e-waste. The social media campaign reached over 2.5 million people and triggered over 3,000 conversations online around this topic in a matter of 3 days.

     Riding on the success of #IssRaavanKoMatJalaao, Godrej will be taking the conversation around responsible e-waste disposal ahead with a pre-Diwali social media campaign #DiwaliKiSafai. It is a common practice to clean and renovate our houses before Diwali. While we do this with fervour, the brand urges us to responsibly dispose of any redundant e-waste that may be occupying spaces in our homes. Also, while people buy new products and appliances during festive, ensuring a lesser e-waste footprint by reducing, reusing (or donating) and responsible recycling it is crucial. In order to do so, the consumers can call the toll free number to seek aid.

    Speaking on the campaign,  Godrej Appliances head – marketing Swati Rathi said, “As a company committed towards the cause of environment, Godrej Appliances has been developing and promoting green products and green manufacturing for quite some time. Taking the conversation further to address e-waste awareness is a natural extension.  This being festive season with relatively higher interest and attention on appliances and electronics, we felt it was the right time to go beyond products and talk about e-waste as well. The problem needs individual and community involvement. To spread awareness, we are doing multiple digital and activation campaigns, weaving the content seamlessly around the topicality of Dussehra and Diwali as well as targeting kids with specific content. We chose to talk to kids since environment preservation is most relevant for our future generation and kids are the best influencers and change agents. There are several other creative content ideas which we are working on for e-waste awareness and we hope that over time, we are able to inspire positive change through this effort.”