MUMBAI: Tanishq, India’s trusted jewellery brand has launched a new TVC campaign targeting its large customer base in Tamil Nadu. The new TVC, featuring Southern superstar and face of Tanishq South, Nayanthara will showcase Tanishq’s strong understanding of the consumer, culture and customs from a local perspective. This new TVC campaign aims to bring alive that Tanishq is at the heart of every auspicious celebration, which is rooted deep within the cultural context of Tamil Nadu.
Conceptualized with Lowe, the 60-second film has Nayanthara joining the celebration in different occasions – first birthday of a child, baby shower and golden wedding anniversary. To add more local flavour, the eclectic montage is set to the tune of ‘Kummi adi’, a traditional Tamil folk song which is an integral part of all celebrations from weddings to smaller ceremonies at home.
Speaking about the film, Titan Company associate vice president– marketing, jewellery division Deepika Tewari said, “Tamil Nadu has always been one of our primary focus markets because of our history with the state and the fact that we started our journey by establishing our first store in Chennai and our factory is also located at Hosur. Tanishq's traditional designs and craftsmanship are a perfect fit with the jewellery preference of Tamil Nadu. The film is an attempt to tell our customers how deep-rooted we are as a jeweller, in every joyous and auspicious moment in their life. To crown it all, Nayanthara, with her elegance and striking beauty brings more glitter to the film, just like our brand.”
Quoting about the film, Lowe Lintas NCD Sagar Kapoor said, “With a large line of jewellery players in Tamil Nadu, Tanishq needed a strong emotional connect to win the hearts of Tamil Nadu. The films speaks a simple language of connections by reaffirming the rooted Tamil identity through a popular Tamil folk song ‘Kummi adi’, a folk song which is an integral part of all celebrations from weddings to smaller ceremonies at home. The film features Nayanthara at her graceful and elegant best adding a touch of joy to every auspicious celebration.”
MUMBAI: Tissot, world leader in the Swiss traditional watch industry has rolled-out an innovative on-screen advertising campaign in multiplexes. For this, ambient media agency, Khushi Advertising Ideas Pvt Ltd has helmed a unique multiplex advertising campaign to engage with audience in an interesting manner.
The currently on-going 6-week campaign includes a 10-second ad film and is being carried out in 360 INOX screens pan India and 30 screens of Carnival Cinemas in Kerala and Goa. The ad film shows the newly launched Tissot Seastar Chronograph watch along with a countdown timer leading to the commencement of the national anthem. The last frame of the ad urges the audience to “please stand up for the national anthem’.
Tissot’s objective was not to showcase just another product ad film but also to keep the essence of being one of the most accurate timekeepers in focus. Khushi Advertising understood this need and came up with this brilliant idea to make an impact. An ad just before the national anthem is hard to miss but the concept of using a timer leading to the national anthem showcases remarkable social cognizance. This way Tissot got the position, timing and overall concept of the ad perfect.
Opining on the ideation behind the campaign, Khushi Advertising CEO Vishnu Telang said, “As cinema advertising specialists, it is our responsibility to delight our clients. The countdown timer was included to build anticipation in the audience’s minds. When clients like Tissot appreciate our work, it fires up our creativity. Khushi is proud to be recognised as the fastest-growing ambient media agency in India, providing novel ambient advertising solutions across various avenues.”
INOX chief sales officer Anand Vishal agreed to this while adding, “Everywhere you go, you are hammered by advertisements. In such an environment, your best bet is to be innovative so that the viewers are actually waiting for the story to unfold. If you cannot capture the audience in the first 5 seconds of the advertisement, you’ve already lost their attention. When Tissot added a countdown timer, it kept the audience hooked to their seats wondering what happens once the timer reaches zero. Such are the advertisements that speak directly to their audience.”
MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology today announced the launch of Likee's Creator Academy with #Likeedreams theme. Inspired from the Indian government's Skill India campaign, Creator Academy is a special initiative of the platform to reach out to select, talented Likee users and train them in polishing their video-making skills. The Academy has completed 3 seasons of training in the past, and with Season 4 #Likeedreams, the platform aims to reach out to Likee users from underprivileged background to train them with professional video making skills including the Likee’s new function of long-format video and help them achieve their dreams.
In India, many talented young people from underprivileged backgrounds have emerged as popular entertainers. Their stories have always inspired common people and have motivated them to continue chasing their dreams. With the launch of #Likeedreams, Likee aims to ensure that the talented youth from the underprivileged background receive necessary training to create professional videos. #Likeedreams is supporting one such dream of Mamoni, an 18-year-old girl who lives in a village in Delhi and aims to become a professional dancer. Mamoni is the youngest child to her parents who earn their living by pulling rickshaw and providing housekeeping services. Despite the lack of resources, Mamoni never gave up on her dreams. First, she learnt dancing from a charity organisation called Dance Out of Poverty and now she is selected to be a part of Likee's Creator Academy and is currently learning professional video creating skills to make powerful videos of her dance performances.
Similar to Mamoni, #Likeedreams is working with more such talented young people from the underprivileged strata of society and helping them move closer their dreams. In coming months video case studies of such aspiring individuals will be shared in the public domain to inspire others.
BIGO Technology vice president Aaron Wei says, "Likee offers a level playing field for its users to gain popularity basis their unique talents. The bar of competition is moving up with every passing day as Likee users are focusing on creating more valuable and professional content. #Likeedreams is launched to help those who are talented but find it hard to discover the right platform to showcase their skills. With the optimum utilisation of Likee platform and its dynamic tools, these gifted people can showcase their talent to the right set of audience and actualise their dreams. Going forward, Likee aims to launch more such programmes to foster talent and contribute to the societal development."
Available in different Indian languages such as Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi; Likee app provides the most extensive and innovative tools to users to create dynamic and engaging videos. Recently, Likee has also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign.
MUMBAI: For over 60 years, IndianOil has energised the nation with its innovative products and inspiring ideas. The latest ‘Unsung Heroes’ campaign aims to inspire and energise the nation with stories of countless nameless and faceless heroes who have impacted the lives of others around them. The campaign is conceptualised by GREY Group India.
By bringing the stories of people like late So-Care founder V Mani and oncologist Vishal Rao to the forefront through two online films, IOCL attempts to inspire others to follow the footsteps of these so far ‘Unsung Heroes’.
IndianOil Corporation Ltd executive director (CC and branding) Subodh Dakwale said, “IndianOil is not only the leading petroleum company, taking care of the energy needs of the nation, but also at its core is the philosophy of placing India first and then business, which translates appropriately in our tagline “Pehle Indian Phir Oil”. Passion and care are amongst the core pillars of IndianOil. These values are also echoed in the spirited works of the unsung heroes. So, our efforts with the campaign have been to create awareness and energise the nation to follow in the noble footsteps of these everyday superheroes.”
Talking about the campaign, GREY group India group creative director Vivek Bhambhani said, “When someone is suffering, their loved ones suffer too. And we’ve tried to showcase the joy and hope these Samaritans have bought in the lives of individuals and family members alike.”
MUMBAI: ITC Vivel believes that for a more equal society, awareness of legal rights is the first step towards empowering and protecting women. It firmly believes that no one should have to compromise on their dignity, be discriminated against or denied their rights as provided by law. As part of its brand philosophy, Vivel launched a website designed for a simplified understanding of laws around women’s rights. Compiled in an FAQ format and available in English and Hindi language, Vivel seeks to empower women and enable self-action.
In the last six months, Vivel's ‘Know Your Rights’ initiative has reached more than 250 colleges and 30,000 students through active workshops across the country. Vivel hopes to inspire a collective of young individuals to be equality champions and empower others for a more gender-equal India through this outreach.
In the same vein, ITC Vivel ‘Ab Samjhauta Nahin’ hosted a power-packed panel discussion and workshop organised in partnership with the CII IWN. Speaking on the panel were Supreme Court lawyer Karuna Nundy, BJP Delhi spokesperson and vice president Shazia Ilmi, IPS 2018, 71 RR, Himachal Pradesh Cadre Ilma Afroz Oxfam International gender justice campaigner Gopika Bashi, and ITC Personal Care Division head personal wash category Subhash Balar. The conversation revolved around shifting the ‘norm’ to the ‘normal’, rising up against labels, the externalities of the person and championing change.
Karuna Nundy said, “By bringing real and concrete knowledge of legal rights to over 600 colleges – that’s at least 1 lakh people – we seek to create a tidal wave of people who are aware of their rights, claiming these rights and so forcing the system to serve its citizens. Their relationships with family, romantic partners and friends are also transforming in the process, becoming more equal. This is becoming a movement, not just by our efforts with ITC Vivel’s Ab Samjhauta Nahin, but also other efforts. We need to build on this, and fast – it is only by a circular process of claiming and exercising rights that the channel between citizens and state will become continuous and smooth.”
As part of the legal rights awareness initiative, Vivel in collaboration with Kommune introduced ‘Knock Knock’ with spoken-word poet Sainee Raj. In her piece Sainee she talks about breaking the silence and celebrating our rights. Touching upon the extremely relevant and sensitive issue of cyber security for women, she urges us to stop waiting for the world to change and start being the change ourselves.
MUMBAI: Truecaller today announced a new awareness campaign in collaboration with Balaji Motion Pictures’ latest production, Dream Girl starring Ayushmann Khurana. The objective behind this collaboration is aimed at highlighting the importance of ‘Taking the Right Calls’ among Indian viewers, through a series of short videos that builds on the titular role played by the lead who pretends to be a dream girl in the film. The campaign films showcase actor Ayushmann Khurana addressing the fact that people are often subjected to fake calls and platforms like Truecaller can determine the ‘True Identity’ of the callers to protect themselves from spammers.
Speaking on the integration, Manan Shah, director marketing, Truecaller, said, “Spam and fake calls are continuing to cause discomfort amongst people. For the past decade, it has been our continuous endeavour to provide a safe and secure communication platform with our improved Caller ID and spam blocking features. This collaboration is intended to bring more awareness to Indian viewers through the big screen. We are looking forward to a successful release of the movie and wish the film to be a blockbuster hit at the box office.”
Sharing her thoughts on the partnership, Ruchikaa Kapoor, head – marketing and brands, Balaji Motion Pictures, said, “We are delighted to associate with Truecaller for our film Dream Girl. There’s always a name behind the number who is calling you and in this case, it’s DreamGirl – Pooja. This association synergises well with the theme of our film and is an innovative way to reach out to audiences. Associating with a widely used caller ID app like Truecaller has given us an edge in spreading awareness about the film by staying true and relevant to the context of the film.”
Let us set the scene. Imagine 3 women seated in a coffee shop on a frigid, rainy and cloudy Sunday afternoon,chatting casually with their hands wrapped around steaming cappuccinos. As an observer, what do you think they are talking about? Often, common stereotypes take the better of us and lead us to the conclusion that they are probably gossiping about their neighbours or discussing their recent shopping sprees.
Contradicting these stereotypes,Franklin Templeton has created Meri PyaariSaheliyan, a podcast series designed for and by women with Hansi Mehrotra. In today’s global environment conversing about the role of money is often considered rude or a sensitive topic, however the series is designed as a vehicle for women to share and discuss the things that give them meaning in life. The series also presents their experiences in the real world, adversities they’ve faced, and the journey they embarked on to overcome them as well as the role that money has played in their lives.
JuzerTambawalla, (Director and Head of Marketing at Franklin Templeton, India) states that, “MeriPyaariSaheliyanis an incredible window into the lives of women in modern India. The podcasts provide a very immersive insight into their eventful and colourful lives. Such podcasts are extremely valuable for all listeners because it’s not everyday that we get the opportunity to listen in on heartfelt conversations and have the ability to learn from the stories within them. Being a part of this campaign has been enjoyable, inspiring and eye-opening. I hope you enjoy it as much as I have.”
Furthermore, Geetanjali Sachwani, (AVP of Marketing at Franklin Templeton, India) says that, “The choice of podcasts as a medium for Meri PyaariSaheliyanis one that I feel is extremely important. In today’s era where screens surround us wherever we go, it can sometimes be overwhelming to take in all that information. Podcasts allow us to focus on the message that is trying to be conveyed without being distracted by other visual stimuli. Additionally, when looking at Meri PyaariSaheliyan where women discuss their lives, their experiences and their goals podcasts allow the listener to be engaged with and to an extent become a part of that engrossing conversation. Ultimately, the goal of the campaign is to make women comfortable talking about their experiences, aspirations and money and I feel that in an informal setting such as a podcast, this goal can really bear fruit.”
The podcasts are written and hosted by Hansi Mehrotra, a well-established and distinguished mentor from the Finance industry. She is the Founder of The Money Hans. Speaking about the campaign, she says, “The Meri PyaariSaheliyan concept is based on my real life conversations with my real life girlfriends on real life issues. I hope it inspires women to talk openly with their girlfriends about money issues. “
The campaign is spearheaded by Mumbai based Digital Agency Mirum India, a WPP group company. Naila Patel (Executive Creative Director, Mirum India)said, “MeriPyaariSaheliyan is an extension of our previous campaign 'Invest for Progress', where we urged women to not just learn to earn but also to learn to invest. These podcasts branch out from the same idea. We have created a series of conversationsaround problems that most women face when it comes to talking about money. These women conversing about life, money and investments, I believe normalises the issue at hand.”
MUMBAI: With the rise of vector-borne diseases like malaria and dengue, especially, during the monsoons, Goodknight, India’s leading kid-safe mosquito repellent brand, has taken the onus upon itself to ensure the safe health of children. Goodknight has conceptualized and rolled out initiatives that aim to make kids aware of the threat posed by mosquitoes and inspire them to be protected wherever they go by adopting personal repellent solutions like patches and roll-on. The brand has identified occasions like Raksha Bandhan and touchpoints like schools across India, to drive these initiatives.
On Raksha Bandhan, this year, Goodknight symbolised protection, with a one-of-a-kind Rakhi, under their #GoodknightBondOfProtection campaign, conceptualised by Digitas India. With one small modification – the addition of Goodknight Mosquito Repellent Patches, they turned the Rakhi into not just a symbol, but rather, a shield of protection. #GoodknightBondOfProtection campaign was run in collaboration with Shiksha Foundation, an NGO for underprivileged children. The special Goodknight Rakhi kits were distributed amongst the children assembled, and both siblings were encouraged to tie Rakhi and truly protect each other – thereby fulfilling the promise of protection. Digitas India and Goodknight created a #GoodknightBondOfProtection digital video showcasing kids rejoicing in the festivities of Raksha Bandhan while the personal repellent ensures they are safe and protected.
The risk of mosquito-borne diseases commonly peaks during and after the annual monsoon rainfalls. Acknowledging this issue and offering personal repellents like Goodknight Fabric Roll-On as a solution, Goodknight has initiated a nationwide awareness program with 1,000 students of 20 schools in cities like Kolkata and Mumbai.
As per a survey by Goodknight, 76% of parents think that children are most vulnerable to vector-borne diseases like dengue. 70% of parents believed that their child was more prone to dengue in their classrooms, but only 28% of mothers believe that their child’s school uses mosquito repellents in the classes. As the first step towards raising awareness among children to deal with health risks, a team of doctors from Goodknight will visit schools and interact with them. During the awareness sessions, students will be made abreast of various steps to reduce vector infestations at their schools and wherever they are by adopting personal repellents like Goodknight Fabric Roll-On.
Speaking on the brand’s initiative to make children aware of personal repellent solutions, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL), said, “Goodknight is the market leader in the home insecticide space and we are committed to protect happy moments of kids from mosquitoes. With the rise in mosquito-borne diseases, Goodknight wanted to raise awareness about protection against mosquitoes by adopting personal repellent solutions. Schools and occasions like Raksha Bandha, offered the perfect opportunity to do this, in a simple, yet innovative way. Through our initiatives to promote awareness and adoption of personal repellents, we iterate our responsibility to champion the cause of eradicating vector-borne diseases posing a risk to our children.”
Commenting on the #GoodknightBondOfProtection campaign, Mark Mcdonald, Head of Creative, Digitas India said, “It’s not often that you get to take a communication thought and turn it into a real brand action. This was one such rare instance. Goodknight has always stood for protecting happy moments, and Raksha Bandhan was the perfect opportunity for us to demonstrate the brand’s protection promise through a simple, yet powerful idea that turned Rakhis into actual shields of protection. Tying up with an NGO ensured that we took the idea to the grassroots and helped the children who needed it the most.”
As a brand, Goodknight offers some of the best and completely safe personal repellent solutions like Goodknight Mosquito Repellent Patches and Goodknight Fabric Roll-On. Goodknight Patches are the best natural mosquito repellent for kids. Loaded with the goodness of pure natural oils which keep mosquitoes away, these patches can be applied on clothes. Goodknight Patches are available in fun designs which kids love. With eucalyptus and citronella oils, Goodknight Fabric Roll-On is 100% natural active mosquito repellent for kids outdoors. By just applying 4 dots of the non-staining formula on clothes for complete outdoor protection, one can get 8-hour protection from all kinds of mosquitoes.
MUMBAI: ŠKODA Auto in association with PHD Media roped in Brandscope India to launch a real-time programmatically propelled Digital Out-of-Home (DOOH) Campaign with ROOH. The campaign leveraged DOOH to serve ads based on Vehicle Recognition in real-time with the help of intelligent ML-AI algorithms for the very first time in India.
Traditional Out of Home advertising, which is either static or pre-set to rotationally run on digital screens may be overlooked by frequent passers-by, hence ŠKODA and the DOOH experts created a campaign that targets travelers in the moment by tapping into the consumers’ real-time emotional needs and desires. As part of the process, we identified ML-AI based Computer Vision as the hero method to bring this one-of-a-kind experience to OOH. The tool mapped the exteriors of each ŠKODA carline and leveraged intelligent algorithms to serve contextually relevant messages on recognition of the mapped ŠKODA vehicles respectively.
Commenting on the campaign, Tarun Jha – Head of Marketing and Product, ŠKODA Auto India Pvt. Ltd. Said, “ŠKODA is a human brand and in all our communication, we try to bring a unique experience which our consumers can relate to better. With this campaign, we wanted to surprise our existing valuable consumers and create a brand awareness among our potential consumers. We believe in pushing the boundaries with every campaign and believe that this activity did just that.”
Speaking on the association, Jyoti Kumar Bansal, CEO, PHD Media India said, “Challenging the normal has been PHD’s unique answer to ŠKODA’s Simply Clever DNA. Leveraging technology to deliver a contextualised experience to ŠKODA customers out of home, we are creating new benchmarks for the category.”
Speaking on the campaign, Deepak Kumar, EVP – ROOH Said, “ŠKODA as a brand has been at the forefront of pioneering breakthrough initiatives driven by PHD that has successfully engaged the audiences. Secondly, the automobile giant has a plethora of variants, so creating multiple billboards at prominent locations would easily surpass the budget. Hence to create an engaging yet innovative campaign within budgets, we planned for DOOH at key traffic congregation points. The locations were chosen through Brandscope’s proprietary tool OOHZone while ROOH helped identifying the right DOOH.”
Overall 95,760 seconds of airtime was served everyday specifically for ŠKODA during this campaign by triggering-off personalized content on impersonalized medias in real-time using unique programmatic capabilities brought-in by ROOH.
MUMBAI: Shaze, the premium luxury retailer, has partnered with Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network, to launch its keenly anticipated hosting collection of barware and brew-ware with its latest campaign. Since its inception a decade ago, the brand has carved a niche for itself in the designer jewellery and home décor categories. The decade-old company known for its figurines and jewellery, will be seeing a revamp in its product offering with this launch.
The hosting collection heralds a new vision of thoughtful design that creates moments of magic and mystery, brought to life with the expertise of the London based firm, Seymourpowell.
Along with the collection, the campaign will also be the first exposure to the brand’s new proposition “Shine by Design”, an apt commentary on the product and the consumer who desires to be noticed. Conceptualised by Taproot Dentsu Mumbai, the campaign is live across films, outdoor, in-store branding, influencer outreach and more.
Commenting on the association and campaign, Samrat Zaveri, MD, Shaze Luxury Retail said, “Our hosting range is the result of months of loving craftsmanship. After putting in a lot of efforts into its intricate designing, we were absolutely sure that we had a winning collection. Taproot Dentsu has created an advertising campaign that is worthy of this collection and we are very happy to have them as our communication partner. We have big plans for Shaze, so watch this space as there’s lots more to follow."
Commenting on the campaign, Santosh Padhi, CCO and Co-founder, Taproot Dentsu said, "The lovely hosting collection has been designed by some of the world’s best designers. It was important for us to be true to the range and weave stories around the hosting collection, at the same time celebrate the host by a new-age inspiring narrative, "Shine by Design" is a true insight that seamlessly bridged the host and collection."
