ITV

Category: Ad Campaigns

  • Honda Cars India, Dentsu One launch ad campaign for 2nd generation Amaze

    Honda Cars India, Dentsu One launch ad campaign for 2nd generation Amaze

    MUMBAI: Honda Cars India Ltd (HCIL), leading manufacturer of premium cars in India, unveiled its brand new ad campaign #IMadeItBig for the 2nd Generation #HondaAmaze striking an emotional chord with customers. This campaign emphasises Honda Amaze as ‘The Choice’ of aspiring young customers, drawing spotlight on the importance of family bond and values. The communication strategy is based upon the deep insights gained from research and market share growth in T2 and T3 towns and how the young aspirational consumers emerging from these towns have a deep connect with families, where buying a car is still a family decision.

    The film aims to touch the main heartland of India which values family bonds and looks for assurance and peace of mind in every purchase.

    The campaign is being translated in 11 languages for regional connect as the car enjoys immense popularity in Tier 2 & 3 markets as well.

    Created by Dentsu One, this new campaign film beautifully captures an emotional conversation between a son and a mother as they celebrate the first big move by the son i.e. purchase of the 2nd Gen Honda Amaze. As the conversation deepens, the mother realises that her son has not only made it ‘big in life’ but is also ‘big on values’. The music and lyrics exemplifies assurance and peace of mind “Tere sang mile jo sukoon mujhe, woh naa paa sakun kahin aur main’.”

    Commenting on this new ad-campaign, Rajesh Goel, senior vice president & director, sales and marketing, Honda Cars India said, “The 2nd Generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than 1 lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional story-telling that perfectly portrays the real meaning of arriving ‘big’ in life.”

    Titus Upputuru, national creative director, Dentsu One said, “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”

    Abhinav Kaushik, executive vice president, account management, Dentsu One said, “Human emotion is the fundamental trigger to all the purchases and decisions we make – no matter how big or small the ticket size. Whilst the category codes of automobile advertising are loaded with mostly rational depictions, this new campaign for Honda Amaze is our way to transcend beyond the conventions and create an emotionally evocative copy that appeals to the heart and impacts the consideration for the brand.”

    Film Descriptor:

    The film opens showing a young son taking his mother out for a drive into beautiful woods, in his Amaze car that he has just bought. He gets a phone call from his friend who congratulates him on his new purchase and exclaims, "Wadde Log, Waddi Gaadi! “(Big People! Big Car!) and asks the son who he was taking out for the first drive. The son remarks that he was taking his mother out. Hearing this conversation, the mother tells him that he should have first taken his friends out for a drive as she was always home and he could have taken her anytime.  The son stops the car in beautiful woods and tells her that she came first in his life and that is why she will always be first.

    At this the mother gets teary eyed and the son hugs her. She marvels that he has indeed become a big man. The film ends with the messaging ‘Big on Values, Big on Status’.

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  • Times Bridge and Girl Effect come together to empower young girls in India

    Times Bridge and Girl Effect come together to empower young girls in India

    MUMBAI: Times Bridge, the global investments and partnerships arm of The Times Group of India, today announced its strategic partnership with Girl Effect, an international non-profit organisation that works to empower adolescent girls to change their lives. The partnership will accelerate Girl Effect’s India focused plans.

    Founded by the Nike Foundation in 2004, Girl Effect is now an independent organisation working from nine global locations and active in over 50 countries. Using a unique understanding of girls and innovative behaviour change science, Girl Effect has a globally-proven journey to create media brands that girls love, with content that is entertaining, informative and relevant to them.

    In India, Girl Effect has a 15-member team of digital-media, brand and gender experts based in Mumbai focused on creating digital-first content that is co-created with and for girls. Working with partners to drive demand and link to information and services available, Girl Effect India’s branded media content is designed to debunk myths, challenge gender stereotypes and change behaviours so that girls are equipped with the right skills and confidence to make decisions about their future.

    Through the partnership, Times Bridge will support Girl Effect India across the board – from market partnerships and the creation of an India Advisory Board to activating public advocacy initiatives and more – as it seeks to create a generation of girls who are able to define their own trailblazing journey and become a part of the India growth story. To date, Times Bridge has already initiated strategic alliances with national and regional influencers to advance awareness of Girl Effect’s work in India. Drawing on the resources of the Times Group, this partnership will also focus on bringing onboard culturally relevant distribution platforms and facilitating conversations with stakeholders – both public and private.

    Commenting on the new association, Times Bridge CEO Rishi Jaitly said, “Times Bridge’s mission is to bring the world’s best ideas to India and share India’s best insights with the world. Girl Effect is a bold idea, and one that has proven itself by successfully launching compelling youth brands around the world. We at Times Bridge are honoured to bring to bear our resources to build on recent momentum and advance Girl Effect’s mission across India.”                                         

    Girl Effect CEO Jessica Posner Odede said, “We are delighted to have the support and confidence of Times Bridge as we launch in India. This partnership will accelerate our ability to scale and grow Girl Effect India, facilitating new partnerships that ultimately enable us to empower more girls to make positive choices. Girls in India face many barriers to reaching their potential – simply because they are girls – and negative norms, experienced in adolescence, will go on to impact a girl’s place in society for the rest of her life. With the digital revolution in India, there is now an unprecedented opportunity to use media and mobile at scale to empower girls to transform their lives. I’m grateful to Rishi and the team at Times Bridge for supporting us on this journey.”

  • Asian Paints launches 2nd TVC for national campaign of ‘Royale Health Shield’

    Asian Paints launches 2nd TVC for national campaign of ‘Royale Health Shield’

    MUMBAI: Asian Paints for decades has been a partner for creating your beautiful dream home with exquisite walls and a luxurious finish. But now along with beauty, the brand also wants to keep your walls safe and healthy, with its state of the art Interior paint – Royale Health Shield, the Anti – Bacterial Paint. This is why once again, as a part of the national campaign for ‘Royale Health Shield’; Asian Paints has taken out its second TVC that encourages consumers to choose an anti-bacterial paint that cares for your health. Conceptualised by Contract India, the ad is directed by renowned director, Vivek Kakkad and stars the two brand ambassadors Deepika Padukone and Ranbir Kapoor. 

    Asian Paint’s Royale Health Shield is a revolutionary paint that combines hygiene and aesthetics to ensure a safe and beautiful home. You can see this significantly well in the ad film that highlights the importance of beautifying and protecting your house.  The first TVC which was released for Royale Health Shield also featured the camaraderie between the bollywood stars Deepika Padukone and Ranbir Kapoor while bringing to the forefront the necessity of making your home safe and beautiful.

    Speaking about the new ad campaign, Asian Paints Ltd COO Amit Syngle said, “Safety and hygiene has become a pressing matter today. People believe that the health of one’s home reflects one’s personal health and this is what makes Asian Paints “Royale Health Shield” a healthy choice for a concerned consumer. With Silver Ion Technology, as recommended by the Indian Medical Association* (IMA), Asian Paint’s Royale Health Shield not only ensures that walls are bacteria-free, but offers the finest looking walls ever. Our second TVC with our brand ambassadors brings to light this very message but in a friendly and casual way.”

  • Colors Infinity launches limited-edition ‘Shark Fin Sippers’ to create buzz around Shark Tank 10

    Colors Infinity launches limited-edition ‘Shark Fin Sippers’ to create buzz around Shark Tank 10

    MUMBAI: Colors Infinity came out with an out-of-the-box experimental marketing campaign for the premier of the 10th season of its famous show ‘Shark Tank’ in India. The campaign did not talk about the show but used an interesting made up energy drink and sipper, ‘Shark Fin Sipper’, to create buzz around the show.

    Known for its absurd promotional campaigns, energy drinks cater to a saturated market and it would have been really difficult for the brand to disrupt this market. Therefore, it worked with an agenda to cause disruption in the viewers’ minds and intrigue the audience.

    Colors Infinity introduced Shark Fin Sipper as a revolutionary new sipper/energy drink that doesn’t give you wings but works as a magical potion that gives you mind-blowing business-worthy ideas to resolve any problem. Starting with the most common street problem, witnessed by every citizen, Paan (beetle leaf)–spitting on walls, it launched a video campaign on social media promising an unconventional solution to the problem in form of a special wall paint that bounces the spit back at the perpetrator.

    The product was introduced as a limited-edition property, and the video garnered an overwhelming response from the viewers who could then share the weirdest problems to win the merchandise. A lucky few also received a thunderbolt, when they opened the package and found a message-in-a-sipper – “Ideas don’t come out of a faucet, but for more inspirations and crazy ideas tune in to SHARK TANK.”

    Garnering an exceptional number of entries, the sippers went out of stock within a few days of the portal going live. The campaign also managed to attract a lot of attention on social media in terms of mentions, interactions, and shares.

  • Fevicreate encourages future scientists as Chandrayaan 2 prepares to land on the moon

    Fevicreate encourages future scientists as Chandrayaan 2 prepares to land on the moon

    MUMBAI: Chandrayaan 2, launched on 22 July, is a momentous mission for India and the one unlike any before. India's second lunar expedition is a scientific marvel and will shed light on a completely unexplored South Polar Region of the moon. Today’s generation, especially children, are fascinated by the mission and dream of exploring the space. The mission will create a history when it lands on the moon on 7 September.

    On this occasion, Pidilite, under the aegis of Fevicreate programme, reached 100,000 students across 650 schools in 25 cities and provided them a platform to experience and learn about Chandrayaan and the space. Fevicreate as an initiative sought to go beyond traditional teaching methods and instead adopt a ‘learning by doing’ approach, thereby incorporating creativity into the learning process.

    All through the month, Fevicreate encouraged the future scientist to try their hands at creating their own version of Chandrayaan using the specially designed ‘Fevicreate Chandrayan 2’ sheet (Crafting sheet) provided by Pidilite and Fevicol A+. This sheet tells them all about the Lander and the Rover in Chandrayaan 2, and allows them to make a model of the same. The students were assisted by the teachers and moreover the sheet also comprised of instructions that the kids could follow. 

    The activity has also been captured in a video which has been launched on 5 September.

    Going a step forward, Fevicreate has also collaborated with Nehru Planetarium for an activity where kids will be creating Chandrayaan replicas. Over 500 students will be participating and will give wings to their imagination.

    Nehru Planetarium Mumbai director Arvind Paranjpye said, “Chandrayaan 2 is a historic mission for our country and children should learn more about the same. We also believe Fevicreate’s Make Your Own Chandrayaan 2 initiative gives just the right platform for kids to explore and learn about space missions in creative and engaging manner.”

    Pidilite Industries Ltd CEO consumer products Shantanu Bhanja said, “We believe in the power of Art and Craft to help children learn. In lots of research, it is proven that making things -”projects”: beyond just seeing and hearing about them – deepen the learning process. The very acts of planning, cutting, pasting and painting for making art and craft projects are essential to the growth of fine skills development in children. Arts and Crafts provide children the opportunity to fully explore their potential, build their self-confidence, and ensure their all-round development. As a part of the Fevicreate initiative, we endeavor to introduce new learning methods to the future scientists of India and offer them a platform to think out of the box and explore beyond textbooks.”

  • Shemaroo Entertainment’s guerrilla marketing ad lives up to its ‘masala entertainer’ positioning

    Shemaroo Entertainment’s guerrilla marketing ad lives up to its ‘masala entertainer’ positioning

    MUMBAI: Ogilvy Mumbai makes the most of Society Tea’s brand new campaign and proves that it is indeed ‘masaledar’ even when it comes to its advertising strategies. Society Tea has launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’, which revolves around every Indian’s love for cinema and chai.

    With its latest masala tea TVC, Society Tea beautifully balances the emotions between our country’s two favourites — cinema and chai. And what better way to do it than the quintessential ‘Dadi Ma Ki Masala Chai’. The campaign is a 360-degree campaign with presence across digital, outdoor, print and television.

    Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a guerrilla campaign. The Shemaroo outdoor ad goes on to agree with Society Tea outdoor to say,‘Toh masala chai ke saath ek masala movie ho jaye?’.

    Shemaroo being a multi-genre content provider brings alive the desi way of ‘unwind and chill’ for its viewers through their pure masala content. They promise to deliver masaledar joy to their viewers in whatever way they seek. Shemaroo claims to know the content that truly brings cheer and joy to Indians anywhere in the world. It brings entertainment – with a generous dose of Indian tadka.

    While the Society Tea ad reveals the perfect recipe of Indian Cinema along with the recipe for the perfect masala chai, Shemaroo gives it a nod of agreement and invites audiences to watch Shemaroo’s Indian cinema content.

    Shemaroo as a brand believes that nothing adds flavour to Indian entertainment like the masaledar movies filled with over the top action sequences, drama, dance numbers and quirky dialogues. Just the recipe for perfect masaledar Indian cinema with a cup of masala chai served on the side.

  • Royal Enfield stirs nostalgia with latest campaign for new Bullet 350

    Royal Enfield stirs nostalgia with latest campaign for new Bullet 350

    MUMBAI:  Royal Enfield, the global leader in the mid-sized motorcycle segment recently launched a campaign with the introduction of six new colours of its iconic motorcycle – the Bullet 350. The Royal Enfield Bullet is the oldest motorcycle in continuous production since 1932. The campaign films, in three different stories, celebrate the values that have come to represent the legendary motorcycle & those who ride it. The films reflect resilient, enduring character and the unwavering spirit of the motorcycle and its riders. Each film is of 30 seconds and brings out the enduring and resilient legacy of this iconic motorcycle.

    On social media, the #MyBullet campaign urged motorcyclists to share their most loved and cherished memories with their Bullet motorcycle. The campaign proactively galvanised Royal Enfield’s strong community of over 6 million followers across its social media footprint. This campaign saw several thousand social media stories from all corners of the world creating a symphonic trail of the love and passion for the Bullet that has been passed on as a legacy for decades. A motorcycling icon since 1932, the Bullet has been delivering pure motorcycling experiences across generations of riders.

    #MyBullet campaign invoked strong emotions attached with the motorcycle with stories ranging from words of appreciation of it’s enduring service to the Indian Army to youngsters adoring their motorcycles as their most loved inheritance. Many such stories that have been lived astride a Royal Enfield Bullet across decades emerged to mesmerise the entire Royal Enfield community across continents.

    Expressing a deep-seated connection with his Bullet and bringing this campaign to life was Eicher  Motors  Ltd  MD  Siddhartha  Lal’s  posts  on  instagram,  who  shared  a  few  cherished memories of his Bullet.

    The films were developed by the in-house team in collaboration with Sartaj Jaffri from Black or White Brand Communications Pvt. Ltd. Aloke Shetty has directed the three films. The digital campaign was conceptualised by the in-house digital strategy team.

    The campaign in running in print, digital, cinema and on television mediums in select markets namely – Uttar Pradesh, Punjab and Kerala to drive awareness to our prospective customers.

  • Kesh King shampoo infuses ‘Ayurvedaasan’ for healthy hair

    Kesh King shampoo infuses ‘Ayurvedaasan’ for healthy hair

    MUMBAI: Kesh King, the leading ayurvedic hair and scalp care brand from the house of Emami Ltd, announced the introduction of Bollywood actress and Yoga fitness icon, Shilpa Shetty, as its new brand ambassador for its shampoo.

    Shilpa’s dedication towards staying fit and healthy admirably synergises with Kesh King’s brand ethos of ensuring a stress-free ayurvedic hair care solution, the brand said in a press releases 

    Shilpa Shetty joins the elegant league of Kesh King brand ambassadors comprising of stars like Juhi Chawla, Sania Mirza, Huma Qureshi and Shruti Haasan, who have been endorsing the brand from time to time.  To mark the onset of this new journey, Kesh King Shampoo with its inherent ayurvedic benefits of Aloe Vera and 21 ayurvedic herbs, also launched a brand new TVC. 

    Kesh King Shampoo’s new TVC comes with a new messaging of “Hair Fall Ka Aayurvedasan” which is a healthy, ayurvedic solution to control hair fall, which is quite similar to the health benefits of yoga for the body.  The shampoo has dual benefits, as it reduces hair fall and promotes soft and silky beautiful hair.

    Speaking on the occasion, Emami director Priti A Sureka added, “Shilpa is an elegant and versatile actress with a rich legacy of work. She is a true fitness enthusiast who has equally carved out a niche as an entrepreneur yet being a really hands-on-mother. We are extremely glad to have her on board for Kesh King shampoo. In today’s day and age, Indian women undergo anxiety for her falling, damaged, dull and lifeless hair due to daily stress, improper diet, pollution, seasonal changes and many other reasons. Like yoga which benefits the body, Kesh King shampoo with its natural ingredients like aloe vera and 21 ayurvedic herbs offers the best hair health benefits to control hair fall and also make it look beautiful.”

    Speaking about her association with Kesh King shampoo, Bollywood actress, Shilpa Shetty further added, “I have always been a champion of ‘fitness’. Practising yoga for a fit body, mind and soul is a way of life for me. When I got to know more about Kesh King, I was pleasantly surprised to find that with its proven ayurvedic benefits, Kesh King is going to offer me the healthy benefits of ‘hair yoga’ for a hair fall free, lustrous and healthy crowning glory. I am happy to be on board with Kesh King.”

  • Honda Cars India launches new ad campaign for 2nd gen Honda Amaze

    Honda Cars India launches new ad campaign for 2nd gen Honda Amaze

    MUMBAI: Honda Cars India Ltd (HCIL), leading manufacturer of premium cars in India, unveiled its brand-new ad campaign #IMadeItBig for the 2nd Generation #HondaAmaze, striking an emotional chord with customers. This campaign emphasises Honda Amaze as ‘The Choice’ of aspiring young customers, drawing spotlight on the importance of family bond and values.  The approach was to create communication that not just builds product awareness but create an emotional and memorable narrative that resonates with consumer’s aspirations. The campaign is being translated in 11 languages for regional connect as the car enjoys immense popularity in Tier 2 & 3 markets as well.

    Created by Dentsu One, this new campaign film beautifully captures an emotional conversation between a son and a mother as they celebrate the first big move by the son i.e. purchase of the 2nd Gen Honda Amaze. As the conversation deepens, the mother realises that her son has not only made it ‘big in life’ but is also ‘big on values’. The music and lyrics exemplifies assurance and peace of mind “Tere sang mile jo sukoon mujhe, woh naa paa sakun kahin aur main’.”

    Commenting on this new ad-campaign, Honda Cars India Limited senior vice president & director, sales and marketing Rajesh Goel said, “The 2nd generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than 1 lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional story-telling that perfectly portrays the real meaning of arriving ‘big’ in life.”

    Dentsu One national creative director Titus Upputuru said, “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”

     Dentsu One executive vice president, account management Abhinav Kaushik said, “Human emotion is the fundamental trigger to all the purchases and decisions we make – no matter how big or small the ticket size. Whilst the category codes of automobile advertising are loaded with mostly rational depictions, this new campaign for Honda Amaze is our way to transcend beyond the conventions and create an emotionally evocative copy that appeals to the heart and impacts the consideration for the brand.”

  • OPPO partners with Instagram for the ‘Challenge Yourself’ campaign for OPPO Reno 2

    OPPO partners with Instagram for the ‘Challenge Yourself’ campaign for OPPO Reno 2

    MUMBAI: OPPO India announced the launch of a new marketing campaign, ‘Challenge Yourself’, in partnership with Instagram, to challenge GenZ and millennials to visually imagine the unthinkable with the OPPO Reno2. The campaign aims at highlighting the revolutionary OPPO Reno2 features such as the 20x Zoom, Ultra Dark Mode and the Ultra Steady Video, that empower people to discover new perspectives in photography.

    For years, people have stood in front of the Taj Mahal and got their pictures clicked in the same way. People click the same pictures of airline wings or the sunset or of feet on the beach. OPPO’s ‘Challenge Your Perspective’ campaign and the Indian version ‘Challenge Yourself’ campaign is built on this insight. OPPO has partnered with Instagram for the campaign to drive awareness and share the campaign message in a creative and authentic way.

    Commenting on the campaign and the collaboration OPPO India VP – product & marketing Sumit Walia said, “Targeting at the creative young trendsetters with a passion for self-expression, we have partnered with Instagram to provide our youthful consumers a platform to create the most imaginative and unique content. To further fuel their creativity, we have launched the #ChallengeYourself campaign, which encourages them to challenge their perspective and unleash their playful imaginative spirit using the Reno 2 series.”

    Facebook director and head of India GMS Sandeep Bhushan said, “Visual storytelling is now mainstream, with Instagram playing a lead role as people widely share their passions on it. Businesses of all sizes are on Instagram to drive awareness, increase customers and share their story amongst a highly engaged audience. We’re glad to have co-created the ‘Challenge Yourself’ campaign with OPPO, to challenge millennials to even better visual storytelling by working with creators who influence culture today.”

    The campaign leverages the power of influencers to best represent the creativity and authenticity desired by the campaign. A #ChallengeYourself contest has also been initiated on Instagram to crowdsource meaningful consumer engagement. To participate, users need to visit the nearest OPPO store, capture creative content from Reno2 and upload it on OPPO’s Instagram handles using #OPPOReno2 and #ChallengeYourself. The best entries will stand a chance to win a new OPPO Reno2 EVERY HOUR! As an additional reward, few lucky winners will also have an opportunity to attend an Instagram mentoring session by Facebook India.

    Dedicated to pushing the boundaries in smartphone photography, the OPPO Reno2 comes equipped with 20x zoom quad camera that provides a full focal length imaging system; offering a 5x Hybrid Zoom with Optical Image Stabilization. The device is also packed with OPPO’s industry-leading Ultra Dark Mode that helps in capturing brilliant images even in dark environment and Ultra Video Stabilisation Mode technology which ups the stability of videos, enabling users to capture steady videos.