ITV

Category: Ad Campaigns

  • The Womb partners IGP.COM on global campaign to bring relationships closer

    The Womb partners IGP.COM on global campaign to bring relationships closer

    MUMBAI: IGP.com, one of India’s largest online gifting store—offering the best selection of curated gifts, flowers, cakes, and personalised products for all personal occasions and festivals to Indians around the world and in India, recently got The Womb on board as partners in its business and brand growth journey. The firm has a global footprint with almost half of its orders originating from outside of India and almost one-third of its orders getting delivered internationally to more than 100 countries across the globe.

    The Womb partnered IGP.com to roll out its first multi-platform international campaign, for the upcoming festival of Rakshabandhan that celebrates the bond between a brother and a sister. The campaign was released across TV, digital as well as IGP.Com owned social media channels in India and international markets like USA, Canada, UK, Europe, Singapore.

    IGP.com CEO and founder Tarun Joshi said, “Gifting is a huge thing in our country. People just love gifting for birthdays, festivals, anniversaries and just about any occasion. But when the near and dear ones are not in the same city, there is a certain inconvenience that comes in the way of gifting. This is where IGP comes in, as an enabler. To make the entire act of gifting easier by removing the inconvenience which distance brings in. Especially in today’s India, it is not uncommon for one to have their loved ones in faraway cities, be it any part of the world. And so, that’s IGP’s purpose, to simply make gifting to any part of the world easy and hassle-free.”

    Commenting on the campaign, The Womb Communications co-founder Kawal Shoor said, “As the young migrate away from their homeland in search of prosperity and leave their dear ones behind, relationships feel the stress. Thankfully India has rituals like Raksha Bandhan in place that can keep the bonds strong. And now, modern, online brands like IGP are emerging to keep those rituals alive, and through that, reduce the emotional distances between people as they physically move apart.”

    The Womb Communications co-founder Navin Talreja added, “India is a $30 billion gifting market and yet despite the advent of various e-comm portals there isn’t one that specialises in gifting. IGP.com has this opportunity and we intend to leverage with various pieces of occasion-based marketing. Rakshabandhan is our first campaign in making IGP.com synonymous with gifting in India and across the world. This film with the cultural angle of mooh bola bhai we felt would break the wall paperness of Rakhi advertising that has been done for years in India.”

    The Womb Communications creative partner Suyash Khabya stated, “There are visual clichés in Indian festive advertising specially Rakhi. So, the attempt was to have something that would visually break the clutter and give the viewer a sweet surprise. The film has a certain charm that makes you want to watch it over and over.  And a big thanks to Bob (the director of Good Morning Films) for making sure that the film was emotionally touching and didn't go 'funny'.”

  • Lay’s Wavez campaign on Tiktok gathers 2 bn views within 3 days of launch

    Lay’s Wavez campaign on Tiktok gathers 2 bn views within 3 days of launch

    MUMBAI: Lay’s, one of India’s leading potato chips brands, received an overwhelming response on TikTok for its Wavez4India Challenge. Launched by Yuvraj Singh, one of India’s favourite cricketers and Shakti Mohan, the country’s dancing sensation, the challenge received over 2 billion views in just 3 days of its launch.

    TikTok users accepted the challenge thrown by Yuvraj and Shakti and came up with unique dance moves in form of Wavez. With more than 2000 user generated videos, the challenge reiterated the passion towards experimenting with quirky and unique dance moves.

    The total number of views for the Lay’s Wavez4India Challenge currently stand at a massive 4 billion.

    PepsiCo India sr director – marketing, foods category Dilen Gandhi said, “Lay’s has always stood for introducing new industry innovations. Lay’s Wavez, our new innovative offering – with its unique shape and appetizing flavor – has received an encouraging response from consumers. Associating with an interactive platform like TikTok for this new innovative product, therefore, seemed to be a seamless fit into the brand’s marketing strategy.”

    He further added, “The response to the challenge has been phenomenal. We are glad that this association has helped us further our objective to provide our audience an opportunity to participate in innovative experiences while enjoying and having fun with their favourite snack.”

    TikTok India director, sales and partnership Sachin Sharma said, “Dance has always been one of the trending categories on TikTok with millions of users showcasing their creativity on various tunes, using TikTok features. We are delighted to witness how brands are increasingly engaging with the youth on our platform through interesting, fun and exciting challenges. The collaboration with Lay’s for #Wavez4India challenge saw some really talented creators take to TikTok to exhibit their expressions and cheer for India in the ongoing cricket season.”

  • IDFC FIRST makes banking all about you

    IDFC FIRST makes banking all about you

    MUMBAI: Following the merger of IDFC Bank and Capital First, the financial institution created a new entity – IDFC FIRST Bank and a new brand proposition – #AlwaysYouFirst. To promote this new customer-first approach and its 7 per cent pa savings account, Interactive Avenues – a Reprise Network Company, which is the digital arm of IPG Mediabrands, took to Facebook, Twitter, Instagram & YouTube to create an influencer marketing campaign.

    In partnership with Mastra Media (influencer agency), Interactive Avenues roped in social influencers like Soha Ali Khan, Karan Kundrra, Anusha Dandekar, Mohsin Khan, Siddharth Nigam, Prince Narula and Harsha Bhogle to ensure the brand was always first in consumers’ minds. The agency supported several social conversations through interesting content around Game of Thrones (GoT), Avengers: Endgame & ICC World Cup 2019. The best traction was however received around the conversations on GoT.

    A deep dive into our audience’s content consumption habits revealed a preference for entertainment/celebrity content. Capitalising on the growing trend of celeb reaction videos, #AlwaysYouFirst was promoted through India’s first-ever Television commercial (TVC)-reaction video series, featuring the influencers. The TVCs showed people putting the needs of others first and the influencers shared similar moments from their lives in the films. The series created a huge impact and consumers started sharing their own #AlwaysYouFirst stories.

    In a bid to connect with the fans directly, Prince Narula took to the streets of Mumbai to do a vox pop that captured heart-warming stories of people in the maximum city.

    In addition to this an intellectual property (IP) was created, a micro series called ‘Cricket First with Harsha Bhogle’, to leverage the conversations around ICC World Cup 2019. Through the micro series, hosted on YouTube, Facebook, Instagram and Twitter, fans got first-hand predictions and analysis of India matches. Harsha’s on-time and on-point predictions about Indian #GameChangers like Rohit Sharma and Yuzvendra Chahal led to more fans tuning in. IA also ran a teaser poll called #HarshaAsks on social media to gauge fan opinions.

    Talking about the campaign, Interactive Avenues (A Reprise Network Company) COO Shantanu Sirohi said, “IDFC FIRST Bank’s new brand ethos #AlwaysYouFirst is all about people. That’s why we created a people-powered approach in the campaign, that included influencer marketing & user generated content. It was the best way to amplify this message on social media. Getting celebrities and fans to share their #AlwaysYouFirst stories also helped create maximum impact around the brand message.”

    Keeping customer experience at the heart of the campaign, IDFC FIRST Bank & Interactive Avenues was successful in making an impact with the #AlwaysYouFirst campaign.

  • Tata Salt’s ‘Maulichi Savali – Mother Nature’s Compassion and Care’ urges devotees to sow seeds of positive change

    Tata Salt’s ‘Maulichi Savali – Mother Nature’s Compassion and Care’ urges devotees to sow seeds of positive change

    MUMBAI: Tata Salt in a unique initiative, living up to Tata Salt’s claim of being ‘Salt of the nation’, addressed the issue climate change by making 1.5 million devotees towards Pandharpur sow the seeds of positive change. Tata Salt engaged the Yatris in the act of compassion towards Mother Nature as they planted saplings for a greener progressive tomorrow while marching towards the holy journey of Pandharpur.

    As the climate clock ticks away, the temperature has increased significantly, which includes Maharashtra at a rate of +0.02 degree Celsius per year.  As per government of Maharashtra forest statistics, forests are reducing every year across Pune, Satara and Solapur that fall under the Pandharpur Yatra Route making it a perfect platform for Tata’s initiative Maulichi  Savali – Mother Nature’s Compassion and Care.

    Keeping this in mind, Tata Salt takes a step to address this issue by planting ten thousand trees across 250 km stretch of the holy Pandharpur Yatra route. This will in future make the yatra of Pandharpur devotee’s greener and soothing, who brave all weather conditions, to complete their 700-year-old traditional pilgrimage by foot. Moreover, making Maharashtra greener and progressive for the years to come.

    On average, the Warkaris walk about 40 to 50 km every day and most of them are aged people coming from remote areas of Maharashtra and Karnataka. Warkaris and villagers planted the saplings along with the Sarpanch of the villages, where they halted during their journey. These trees included- Oak, Gulmohar, Badam, Neem, Rantaka and Bagul, which grows faster and are not consumed by animals. Tata Salt will supply water to these saplings at an interval of every 15 days for a period of three years. It has also connected with the sarpanch of the village to ensure these trees in their village are protected and taken care of so that they don’t wither off.

    In addition to providing shade to thousands of devotees, Tata Salt is also supporting the villagers by offering a certain amount of salt every month for their daily usage. Also to keep the devotees hydrated throughout their journey, Tata salt served them energy shots in biodegradable cups. This initiative which began on 7 July will continue till 17 July for a period of 10 days in Indapur, Akluj, Borgaon, Wakhari, Velepur, Malshiras, Lonand, Taradgaon, Nimgaon Ketki and across Pune and Solapur.

    Speaking on the initiative, Tata Chemicals Ltd head – marketing, consumer product business Sagar Boke said, “Sustainability is central to the core values we adhere to in the Tata group. This initiative is our small step towards contributing to the environment and to provide shade to the pilgrims who undertake this long physically challenging journey. We thank all the participants and volunteers, who have taken part enthusiastically in this event and made this a success.”

    Speaking on the campaign,  The Brand Brewery (The agency that conceptualised and executed the campaign) founder and MD Pradyumn Tandon said, “We at TBB always strive to give  effective and innovative campaign ideas to our clients, ensuring seamless product integration, but this time it was executed with a cause while taking the beacon of greener growth for a cleaner future. It’s a delight to work for brands like Tata Salt who are equally enthusiastic to promote innovative methods of marketing while adding real value in the lives of people.”

  • ASICS India collaborates with Ambient OOH to amplify #PaceToGlory

    ASICS India collaborates with Ambient OOH to amplify #PaceToGlory

    MUMBAI: Japanese high-performance sports brand, ASICS in collaboration with Ambient OOH hosted a range of engagement activities to further amplify the #PaceToGlory campaign. The #PaceToGlory campaign is a combination of the brand’s commitment in making India fit and their core value of delivering high-performance sportswear. The objective of the campaign is to inspire people of all ages and abilities to move more and enjoy the physical and mental benefits of exercise.

    Keeping in mind the spirit of the ICC Cricket World Cup there couldn’t be a better time to leverage this activation in Delhi and Mumbai. Additionally, cricket being a very important segment for ASICS globally, they have titled Jasprit Bumrah and Bhuvneshwar Kumar as its brand ambassadors in India as their attributes like pace, rhythm and perfect timing resonates highly with the brand.

    The #PaceToGlory on ground activation encouraged participants to wear the ASICS shoes available at the kiosk and run on a spot that had motion calibrated to the screen. On running faster, the avatar of Jasprit Bumrah and Bhuvneshwar Kumar was unveiled. Those unveiling the image in the least amount of time won vouchers from ASICS.

    As part of the second engagement activity named Pace to Store, participants had to slip on the ASICS shoes and put on the complete cricket gear. Post which they had to run towards the store in the least amount of time and on completion their time was displayed on the leaderboard. To increase the excitement, participants could share their warm wishes and messages to the India Cricket team through the Wishing Wall available at the venue.

    The idea of bringing together a whole lot of engagement, a pinch of challenge and a complete product experience generated the necessary attraction for the brand. The two-week long activation is an extension of the brand’s marketing philosophy, focused on the 70-year philosophy of ‘making people move’. The activation executed at malls across Delhi and Mumbai garnered 1500+ engagements and 2.5 lakh impressions.

    Speaking on the campaign, Ambient OOH EVP Deepak Kumar said, “The enthusiasm around the World Cup fever has been steep, while our Cricketers were sporting ASICS gears on field, so spotting an ASICS activation on ground naturally takes the excitement up a notch. Additionally, ASICS and Ambient offered audiences an opportunity to experience the comfort and grip that our sportsmen have been raving about. Pace to Glory is a one of a kind, purpose led initiative and we feel privileged to be a part of the same.”

  • Bausch and Lomb India “blames the frame” with new campaign for contact lenses

    Bausch and Lomb India “blames the frame” with new campaign for contact lenses

    MUMBAI: Reminding the young Indian spectacle wearer of the several embarrassing situations their spectacles have landed them in, Bausch and Lomb India announced the launch of its latest campaign, #BlameTheFrame, for its vision correction contact lenses – iconnect. These monthly disposable contact lenses have been specially designed for youth & first time users to suit their pocket as well as their lifestyle. The campaign is aimed at urging the young bespectacled Indian to ditch their frames and switch to iconnect contact lenses.

    The narrative of the ads takes this fight with spectacles head on, while being humorous, cheeky, and fun to appeal to the youth, with the added appeal of youth icon Nargis Fakhri.

    Announcing the roll-out of the digital campaign for iconnect, Bausch and Lomb India managing director Sanjay Bhutani said, “Bausch and Lomb, world over, is known for delivering quality and convenience to their consumers. We believe that we provide a great alternative to the conventional frames which are often the reasons for embarrassing and funny situations for the wearers. With the #BlameTheFrame campaign, we are reiterating this fact, albeit in a lighter vein. We are extremely thrilled with the treatment we have given to this campaign and we are confident that we would be able to strike a chord with our audience. We are extremely happy to have Nargis Fakhri be a part of this campaign.”

    FCB Ulka national creative director Surjo Dutta said, “It’s been a great experience as always producing some exciting work for Bausch & Lomb this year. The brief was very clear: take the spectacles category head on. And being the leader in the contact lenses category, we decided to do that in a lighthearted manner. We asked ourselves, ‘What if a once-in-a-lifetime moment passed you by unnoticed and your spectacles were to blame for it?’ ‘Blame The Frame’ is the campaign that was born out of that question. And it resonates very well with people who wear spectacles because they’ve all been in one messed up situation or another because of them. This is just the first film and we hope to make more soon."

     The new campaign will see a digital release and will be seen across all digital platforms.

  • VMLY&R India creates latest campaign for Luminous Power Technologies

    VMLY&R India creates latest campaign for Luminous Power Technologies

    MUMBAI: VMLY&R India has conceptualised and created the latest campaign for Luminous Power Technologies, featuring the former Indian national cricketer Sachin Tendulkar. This campaign marks the 9th year of association between Luminous and Sachin Tendulkar, as the brand ambassador.

    The new campaign called ‘Sachin – Dil Se’ is centered on an interview style film with Sachin Tendulkar. The ‘Dil Se’ campaign includes two video interviews. In the first interview with Luminous Power Technologies MD Vipul Sabharwal, Sachin shares his sense of pride in associating with Luminous. The second interview, in a casual and personal chat with cricket presenter and stand-up comedian Vikram Sathaye, Sachin reveals lesser known facts about his personal life. Be it the secret ingredient to make Sachin style baigan bharta or how he maintained his cool during high-pressure matches, he reveals it all.

    Through this campaign, Luminous brings the similarities between values of the cricket legend and the brand which has been one of the prime reasons behind the continuity of the association. Just like Sachin ensured he continuously evolved as a cricket to maintain his supremacy in the sports, Luminous has also has evolved over the last three decades. From being a brand which was hidden behind corridors, Luminous today has become one of the most popular home electrical brands.

    The campaign beautifully brings out the personal side of Sachin that builds a strong consumer connect and gives a sneak peek into Sachin’s life – be it his favorite song, dish or the skills he wants to acquire from others. Part of the campaign video also shares anecdotes from his personal life, which is in sync with brand’s campaign – ‘Khusyion ka Ghar’.

    Speaking on the launch of Dil Se campaign, Luminous Power Technologies MD Vipul Sabharwal said, “Sachin is a living example of the core values that Luminous stands for – reliability, consistency, longevity and highest standards of integrity. Our association with the cricket legend, entering into its 10th year, has helped us gain immense love from our consumers. We see a great value in him that builds a great brand connect with our end users.”

    Commenting on the new campaign, VMLY&R India business director Amandeep Singh said, “Sachin Tendulkar was signed as brand ambassador back in 2010 because there were a lot of synergies – being a leader, reliable, trustworthy and a complete inspiration. The brand wanted to shine a spotlight on this long-term relationship for its channel partners, employees and customers.”

    Singh further added, “The main objective of the campaign was to humanise the brand and strengthen the emotional connection Luminous’ customers.”

    Luminous Power Technologies is the leading electrical specialist in India having a vast portfolio comprising of Power back up solutions such as Home UPS, Inverter Batteries and Solar Applications to Home Electrical offerings such as Fans, LED lighting, Wires & Switches. Luminous has been in business for 30 years now. It has 7 manufacturing units, more than 28 sales offices in India and presence in over 36 countries. Our 6000 employees serve more than 60,000 channel partners and millions of customers. Our motto has always been Customer Delight through Innovation & Passion with focus on Execution & Team-work.

  • Madison BMB creates TVC for Asian Paints’ Sleek

    Madison BMB creates TVC for Asian Paints’ Sleek

    MUMBAI:  Madison BMB has just announced the release of its latest commercial for modern kitchens brand Sleek. Sleek from the house of Asian Paints, is one of India’s largest modular kitchens brands. Sleek products known for their innovative and efficient designs, world-class quality and excellent craftsmanship are customised to ease customers’ lives and enhance living in every way possible.

    The agency evolved the concept of the campaign, including its tagline ‘Modern Kitchens for Modern Minds’, from an extensive consumer research where respondents equated modular kitchens with openness and modernity. Sleek Kitchens bring a high level of sophistication and functionality to spaces making them more efficient and thus modern. Products like the pull-out organiser and the step-ladder that fit in a fraction of the space a small stool would otherwise occupy, make it so much easier to reach items stored at a higher level. The optimum utilisation of space makes Sleek products the ultimate building blocks of a Modern Kitchen.

    This is the first advertising campaign for Sleek since becoming a part of the Asian Paints family. 

    The TVC is a slice from the everyday life of a truly modern couple. The story takes place in an urban Sleek kitchen in the home of a progressive couple. The father-son duo is seen navigating and working in the kitchen with ease and finesse, thus indicating that it isn’t their first time in the kitchen. 

    The father breezes through kitchen tasks while also teaching his son not only kitchen skills but also valuable life lessons through them. This is their own quality time in the absence of his wife at home. The wife returns home to see her son helping his dad set the table with a fresh meal. The son, on seeing his mom back from work in the doorway, immediately proceeds to take her bag – a gesture of help that no one taught him per se, but something he has learned along the way. 

    Regarding the campaign, Asian Paints Ltd vice president, home improvement Pragyan Kumar said, “At Sleek Kitchens, we strongly believe in being in sync with the times, and that design can play a vital role in supporting the demands of our new lifestyles. The ethos of ‘Modern Kitchens, Modern Minds’ drives our innovation effort, and that’s the value we bring to our consumers: well-designed kitchens that are not just beautiful, but also makes things simpler and easy to use for all. Right from the concealed step ladder that provides easy access to those difficult to reach areas, smart chimneys and other appliances that make cooking a breeze or the overall kitchen design itself, every aspect and detail is thought through to ensure you get your dream kitchen. The joys of the modern family enhanced by a modern thoughtfully designed kitchen – that’s been the essence of Sleek and this TVC.”

    Asian Paints Ltd chief operating officer Amit Syngle said, “Asian Paints’ foray into home improvement segment has been able to help us strengthen our vision of partnering people in creating beautiful homes. The kitchen as a space has transformed from a purely functional area to a place showcased with pride. Sleek’s ability to understand each customer’s requirement and build their dream kitchens fits in well with the overall Asian Paints vision.”

    Madison BMB CEO and chief creative officer Raj Nair said, “This is the relaunch of Sleek Kitchens, India’s most well-known Modular Kitchens brand, since becoming part of Asian Paints. The modernity in the design, the openness of the layout of the kitchen, the contemporariness in the aesthetics, the attention to detail, all thoughtfully combine to create a truly distinctive offering. Take for instance the mid-way organiser that makes for convenient stacking at arm’s length. Or indeed the extremely convenient and unobtrusive step ladder. Just a couple of ultra – thoughtful features designed to dazzle. Matched with the most modern appliances like the hobs, the exhaust, the oven, even a concealed fridge! When presented by a leader like Asian Paints, the modernity of design transfers to modernity of thought that appeals to the modern minds of today. Therefore, very simply, who says a man cannot rule a kitchen? And along the way impart a few important life lessons to his son? We look forward to the communication involving film/print/outdoor/point of sale material cooking up very positive feelings among consumers, considering the package was already a hit at the dealer launch.”

    Madison BMB COO Kim Solomon said, “To create communication for Sleek, we had a choice to do the most obvious – elaborate showcasing of the product only, or to also go a few steps ahead and create interesting storytelling as well. In this day and age, it is also important for the Brand to have a larger point of view and express it. This is the stance of a true leader. What resulted is something that makes us truly proud to work for the Brand.” 

    Madison BMB is the advertising unit of Madison World and currently works with clients like Bathsense and Royale Bathrooms by Asian Paint, Kolte Patil, Aditya Birla Health Insurance, IIFL Wealth, Indian Oil, Giza Marketing and several other reputed brands.  

  • Livpure associates with Flipkart for their digital campaign on Livpure Smart AC #ThinksLikeYou

    Livpure associates with Flipkart for their digital campaign on Livpure Smart AC #ThinksLikeYou

    MUMBAI: Livpure for the first time associates with Flipkart, the world’s largest e-commerce platform for their digital campaign on Livpure Smart AC #ThinksLikeYou. The film targets the millennials of today that are more inclined towards the use of smart technologies. From the house of Livpure, it brings for its consumers a campaign that shows that the Livpure ACs are embedded with Artificial Intelligence and Machine Learning, equipped with Wi-Fi and IoT.

    The narrative of the campaign has a protagonist that focuses around using ‘smart’ and AI technology equipment in every situation and showcasing the importance of technology today. Through various scenarios, the protagonist when finally meets his friend, he is being introduced to Livpure Smart AC that is powered by HEKA technology. Aimed at creating awareness, the brand focuses on the features of the product that with one touch can make a difference in the lives of the users. With the tagline ‘Stay cool the smart way’ the brand’s objective is to give its consumers preferences as per their comfort and stay smart.

    Keeping in mind the preference of the users, Livpure, India’s fastest growing water purifier brand enters into a new product category by launching India’s first future ready Smart Air Conditioner powered by HEKA technology that saves up to 40% energy. With a simple and interactive mobile app, the users can convert the mobile into remote access for operating AC from anywhere. By adaptive pairing with Alexa, Livpure Smart AC allows the users to operate effortlessly thorough voice command control.

    The product is available on Flipkart in different price ranges starting from Rs 38,990 for 1 ton 3 star, Rs. 44990 for 1.5 ton 3 star and 52990 for 1.5 ton 5 star.

  • Reliance General Insurances relives childhood cricket memories with its new #coveredhai campaign

    Reliance General Insurances relives childhood cricket memories with its new #coveredhai campaign

    MUMBAI: In its continuous efforts to support customers, Reliance General Insurance Company Limited (RGI), a 100% subsidiary of Reliance Capital, has rolled out its digital marketing campaign #CoveredHai. Leveraging the cricket fervour that has already taken over the country, #CoveredHai takes consumers along on a nostalgic experience with a brand video <Link>  that integrates insurance expectations with the unforgettable memories of childhood cricket situations.

    The campaign connects with consumers emotionally by conveying the message that unforeseen situations like losing the only ball, bad weather, or even parents ending a child’s game, etc. may be unforeseen and not covered, however the broken windshield of our vehicle certainly is. #CoveredHai reinforces the brands mission to satisfy your need of insurance cover in crucial times.

    Created in collaboration with AGENCY09, the video campaign is live across digital media including social media platforms. The campaign will directly reach out to ICC Cricket World Cup 2019’s digital viewers via OTT platform Hotstar.

    Mr. Rakesh Jain, CEO, Reliance General Insurance commented, “Cricket happens to be India’s most loved and celebrated sport and #CoveredHai connects with fans across the country during this season to strengthen our existing relationship as well as build new ones.”

    Gautam Anand, Orchestrator of Content at AGENCY09 mentioned, “Indians have a nostalgic bond with cricket. We thought of giving insurance a different take with this Insight.”