ITV

Category: Ad Campaigns

  • ICICI Lombard encourages women to #BajaoTaaliSehatWali at Kumbh Mela

    ICICI Lombard encourages women to #BajaoTaaliSehatWali at Kumbh Mela

    MUMBAI: To help the women in taking health matters in their own hands, quite literally, this Kumbh, ICICI Lombard launched a unique wellness-focused initiative #BajaoTaaliSehatWali.

    Targeted at women pilgrims participating in the ritual of bhajan-kirtan, ICICI Lombard came up with a unique idea of using the ‘clapping therapy’ as a medium of improving their overall health. To this extent, the insurer designed “Clapping Gloves”, an innovative product equipped with the protrusions on the inside that activated the acupressure points with every clap.

    As per the brand, the majority of these women attendees are either housewives or women involved in heavy manual labour for whom their own health is the last thing in the list of priorities. Many, due to sheer negligence of their health, suffer from rheumatic, coronary and several other diseases.

    Continuous clapping for 20 minutes, using these gloves equipped with protrusions, helps in improving overall blood circulation, digestion, eyesight, and other vital organ functions with the help of acupressure therapy. Additionally, the gloves also act as a good cover against the freezing weather at Kumbh.

    Speaking about this campaign, ICICI Lombard General Insurance executive director Sanjeev Mantri said, “Rural women in India are always occupied in tending to their kitchen, their children and their family thus seldom paying attention to their own health. Most of these women who visit holy places get an inadvertent break from these household chores. Under our overarching Wellness theme, we wanted to use this opportunity during the Kumbh Mela, to safeguard the health of millions of women. The idea was to convert a common act of clapping into a wellness deed. With the overwhelming response that we have received at Kumbh, we expanding this initiative to the rural areas of Gujarat and Rajasthan. What started off at Kumbh promises India’s women to get healthier with one clap at a time. We urge every woman to #BajaoTaaliSehatWali and live a happy and healthy life.”

    ICICI Lombard’s “Clapping Gloves” campaign is a part of the overall #DoTheDifficult initiative under the umbrella of the wellness program of the company, with the objective to promote, incentivize and reward the public at large by helping them adopt healthy behaviour.

  • iProspect, GoAir launch video campaign to help plan your next vacation

    iProspect, GoAir launch video campaign to help plan your next vacation

    MUMBAI: iProspect, the digital performance agency from the house of Dentsu Aegis Network India, has rolled out a fresh digital campaign for GoAir, an international carrier owned and operated by the Wadia Group.

    The digital video campaign, titled #UddKeJao, highlights the fact that one can easily save money by planning holidays well in advance.

    The film, featuring a mother-son duo, talks about how devising a plan can leave one with enough time to do numerous things. The son, who is also the protagonist of the film, puts forth the solution of saving money by planning way ahead for vacations.  

    Commenting on the campaign, iProspect VP – operations Muddassar Memon said, “The thought behind this campaign is to encourage Indians to plan their vacations in a better way. And the best way to do that is to book these vacations well in advance. It not only helps them to get the best deals, but also avoid last-minute complications; and we chose a kid as the protagonist to entice emotions and help Indians connect better with the campaign.”

    The campaign highlights the fact that the cost for a flight and stay, if planned well, can come down by as much as 50 per cent.

    The digital campaign will run across all social media platforms.

  • NBA launches campaign for live primetime broadcast in India

    NBA launches campaign for live primetime broadcast in India

    MUMBAI: For the second consecutive season, the NBA will schedule a weekly game for live primetime broadcast in India every Sunday evening on SONY TEN 1.  In conjunction with the primetime games, the NBA has launched a video campaign which highlights the differences of watching and enjoying the game in the morning and at primetime.

    The film features the journey of a fan who usually starts off watching the game alone on his couch with a cup of coffee however during NBA Primetime Sundays, given the evening time band, his experience of watching the game changes where he is seen in his stylish sneakers and apparel, cheering for his teams with friends at a local bar.  The video captures the joy of a fan being able to watch NBA Games at primetime along with game highlights from the season.

    LINK: NBA Primetime Sunday Games

    This builds on the league’s NBA Primetime Sundays campaign, a weekly live game on Sunday evenings in Africa, Europe and India.  The five weekly primetime games airing from 10 March – 7 April in India will feature some of the most popular teams in the league including the L.A. Lakers, Milwaukee Bucks and Toronto Raptors.

    The NBA and sports cluster of SPN will continue customised, local live NBA wraparound show ‘NBA Primetime Sunday’ before and after the prime time games to bring viewers closer to the game.  The program will be hosted by a panel of basketball experts that will provide analysis and insight on all the latest NBA news. More than 120 million viewers tuned-in to NBA programming over the course of the 2017-18 NBA season and more than 3.9 million viewers tuned-in to the 2018 NBA Sunday games.

  • Hennessy debuts Ridley Scott-directed short film

    Hennessy debuts Ridley Scott-directed short film

    MUMBAI: Hennessy has released a short film by legendary director Ridley Scott who visualises the odyssey experienced in every sip of Hennessy X.O. The campaign was created by the advertising agency DDB Paris, creative partner of Hennessy. A 60-second version of the film was premiered in the US during The 91st Oscars airing 24 February on ABC.

    Complementing the idea that “Each drop of Hennessy X.O. is an Odyssey,” the Oscar® nominated director of the films The Martian and Gladiator as well as cult films Alien and Blade Runner, creates a visual journey that explores the seven flavor profiles in a surreal, sensorial and immersive narrative. The film is a creative interpretation of each of the seven tasting notes, described by Hennessy’s Comité de Dégustation as illustrations of Hennessy X.O’s taste and feel: Sweet Notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull, Wood Crunches; culminating in Infinite Echo.

    “I was attracted to this project because I was inspired by the potential for art and entertainment to bring this story to life,” said Ridley Scott. “Hennessy has a great product, and I was lucky enough to have the freedom to interpret this and create something amazing. I think people will be stunned when they see the film."

    ‘The Seven Worlds' production team includes global leaders in visual effects, Moving Picture Company (MPC), who previously collaborated with Scott on the films Alien, The Martian as well as Blade Runner and reunite with the director to design ‘out of this world’ effects through CGI. Composer Daniel Pemberton, who previously worked on Scott's film All the Money in the World and The Counselor, created a unique and unexpected score perfectly complimenting the director’s vision of Hennessy X.O. Scott’s production company RSA Films produced the film.

    "It is an honour for Hennessy to partner with a visionary like Ridley Scott," said Hennessy global CMO Michael Aidan. "This film showcases Ridley's artistic genius conveying the essence of Hennessy X.O through entertainment that transcends traditional advertising."

    “When we embarked on this adventure, we dreamed of creating a film that is truly different. But even in our wildest dreams, we did not imagine we would be going to so many incredible new worlds. Together with Hennessy and Ridley Scott, we hope to have achieved a new benchmark in advertising,” says Alexander Kalchev, executive creative director at DDB Paris

  • Monster.com’s new campaign urges users to find work-life balance

    Monster.com’s new campaign urges users to find work-life balance

    MUMBAI: Job search portal Monster.com has launched an integrated communications campaign as the Official Supporter of #WorkLifeBalance. The campaign will go live across India, Gulf, Singapore, Malaysia, and the Philippines. The objective of this campaign is to raise greater awareness around issues concerning #WorkLifeBalance in a humorous way. The campaign is led by a series of films, conceptualised by Famous Innovations and directed by Rajesh Krishnan (Soda Films).

    Famous Innovations founder and CCO Raj Kamble commented on the campaign, “Work-life balance is a burning issue in India’s corporate culture today and the new generation of professionals sees it as the utmost priority. Through this campaign, we wanted to position Monster.com as a proud supporter of Work-Life balance and therefore help the brand be seen as one that understands what the millennial workforce wants. We chose to do so in a light-hearted yet striking way.”

    Monster.com chief marketing officer (APAC and Gulf) Anshul Punhani said, “In our journey to build brand preference, it is important for us to put forth how Monster.com is relentlessly working towards ensuring that job seekers and recruiters not just find better, but faster. Recently, we conducted a region-wide survey, ‘Understanding Work Life Balance’, and 60 per cent of Indian working professionals surveyed rate their current work-life-balance average to terrible. What makes it noteworthy is that 45 per cent of the respondents were from non-metros cities where work-life balance (WLB) is supposedly a lesser issue. Amongst the many other insights what comes through for us is the impinging need to understand the concept of work-life balance and define it well. The campaign is around the way the millennial workforce views this priority. We’re completely in tune with India Inc’s emerging corporate milieu and it is these insights set us apart from any other brand in the industry.”

  • Ariel marks Women’s Day with Captain Marvel screening for all the Superwomen

    Ariel marks Women’s Day with Captain Marvel screening for all the Superwomen

    MUMBAI: This Women’s Day, Ariel partnered with PVR to host a special screening of the movie, Captain Marvel.  Ariel’s latest campaign Sons #ShareTheLoad emphasises on the need for sons to #ShareTheLoad when it comes to household chores. This partnership encourages all men (sons and husbands) to treat their Supermoms and Superwives to a superhero movie, Captain Marvel, because they will #ShareTheLoad and do household tasks together.

    Popular television actors and real-life couple – Ravi Dubey, Sargun Mehta along with Ravi’s Mom Sudha Dubey were present at the special screening in Delhi and even interacted with consumers, bloggers, and media. They emphasised on the need for gender parity in a relationship and having an equal household. Sargun and Ravi also thanked Ravi’s mom Sudha for instilling in him at a young age the importance of doing household chores like laundry and cooking hence enabling them to be a Super Couple today as they #ShareTheLoad.

    Ariel also invited men to record a personal message for their Superwoman, which Ariel will send out on their behalf. To further normalise men doing household chores like laundry, Ariel has put up eye-catching installations at PVR theatres across Delhi and Mumbai. A special screening has been arranged in both cities for Ariel’s #MyCaptainMarvelous online-contest winners, bloggers and other marvel enthusiasts. The men in the audience were also taught how to do laundry, so they can go back home and #ShareTheload – EVERYDAY!

    The newly-released edition of #ShareTheLoad raises yet another pertinent question in the direction of household inequality – Are we teaching our sons what we are teaching our daughters? The film that urges mothers of today’s generation to raise a generation of equals has resonated with many parents, newly married couples, influencers and has already received tremendous support and commendation from audiences across India. The film that released on 24 January 2019 garnered 25 million views in 1 month, and they have just begun! Ariel continues to have this conversation by making laundry the face of the movement against inequality within households, because with Ariel, anyone can get best results no matter who does the laundry. 

  • How Swiggy witnessed a 30 per cent rise in Instagram followers in no time

    How Swiggy witnessed a 30 per cent rise in Instagram followers in no time

    MUMBAI: Interactive digital campaigns are creating a wide spectrum of opportunities for brands. This not only drives higher consumer engagement but also ensures a higher brand recall. Be it offering discounts on sharing screenshots from gifs or commenting with interesting anecdotes on promotional posts, brands have tried and tested all the tactics to leverage this new trend.  But what Swiggy  did recently can be termed as one of the most innovative and fun interactive campaigns on desi Instagram. So much so, that it caused Instagram to block the platform’s handle several times because of the flood of DMs reaching it.

    The #VoiceofHunger campaign, conceptualised by Dentsu Webchutney  for Swiggy, required Instagram users to send in voice notes replicating the shapes of select food items to win a year’s worth of discount vouchers from the food delivery platform. And of course, the only thing better than food for millennials (or anybody else for that matter) is free food. This resulted in a deluge of responses. As per Swiggy, by the time they reached challenge three, they had already seen a 30 per cent increase in their follower growth with close to 70k+ entries.

    Commenting on the idea behind the #VoiceofHunger campaign, a spokesperson from Dentsu Webchutney told Indiantelevision.com, “Instagram is a platform that Dentsu Webchutney absolutely hearts. We have been innovating with the platform features for the longest time, right from grids, to emoji sliders and IGTV. When Instagram released the voice note feature on DM, we immediately saw an opportunity for an extremely funny interaction between Swiggy and its consumers. By using gibberish sounds on voice notes as a creative device to inspire all kinds of food items, ‘Voice of Hunger was born’, reimagining the Instagram voice note feature differently than the purpose it was intended for.”

    Team Swiggy, which has earlier created several hit digital campaigns including #MyValendines for Valentine's Day and #BurpDay for its 4th anniversary, added, “The freshness and relevance of ‘Voice of Hunger’ made it an instant hit at Swiggy. For service brands, engagement is at the core of every campaign that we do and what better than a campaign that promised never-ending participation from our customers. All we had to was guide the team from an amplification and gratification perspective.”

    And the participation, indeed, seemed like a never-ending symphony of meaningless voices swarming Swiggy’s DM box.

    “The response has been simply overwhelming. With the level of user interaction required to participate in the challenge, we had anticipated close to 10000 entries for the entire campaign. However, we hit that milestone within the first 12 hours. On day 1 itself, we had to increase the manpower required to answer all the voice notes flooding our inbox,” noted the Swiggy representative.

    Dentsu Webchutney added, “At one point we were receiving over 50 DMs/minute which resulted in Instagram blocking our ID, not once, not twice but an incredible four times in 5 days of the campaign. With the volume of entries we are receiving, we’re hoping to set precedents in the voice category for participation and engagement as well.”

    On being asked if the teams sat down to create all the shapes introduced during the challenge before announcing them on social media, Dentsu Webchutney spokesperson said it spent two weeks in researching voice notes and food items that could be possibly created.

    “Having two engineer-turned-copywriters on the team definitely helped us better understand the physics of sound modulation and tailor the food items in the challenge accordingly. The objective was to increase the difficulty of the challenge with every challenge. A master list of different food items was created to be released as individual challenges, however, we ended up going ahead with the final 5 – Kebab Skewer, Nacho, Shawarma, Fish and a 21-stack pancake.”

    Concluding the discussion, Dentsu Wenchutney highlighted that in 2019, brand managers are not just looking at creating hygiene content for their social media platforms but also increasingly executing interactive campaigns as they tend to be far more entertaining and memorable for the brand in the long run. And that is where campaigns like #VoiceofHunger stand out.

    This interactive campaign surely struck an amazing chord with the brand patrons, managed to add new followers to its portfolio, and gave a ‘snack’ time to the team who sat down to listen to millions and millions of voice notes that probably did sound like hunger!

  • Navneet Education’s Youva launches ‘It’s Cool’ campaign starring Prithvi Shaw

    Navneet Education’s Youva launches ‘It’s Cool’ campaign starring Prithvi Shaw

    MUMBAI: Navneet Education’s youth stationery brand, Youva, is releasing its new television commercial (TVC) starring brand ambassador Prithvi Shaw. The Youva campaign, conceived by Flagship Advertising Agency, marks first TVC with the young batting prodigy, going on air in 2019.

    The TVC is a fun, energetic story that brings out Shaw’s cool side, while still showcasing his talent. The TVC communicates the fact that Prithvi is so well-loved and looked up to by today’s Youvas, with his dedication towards the sport, as well as his playful nature. Being cool comes naturally to him and he embodies Youva’s core positioning of “It’s Cool” quite effortlessly. Whether he is conversing with his coach, playing his shots or having fun with the kids, Prithvi is every bit the cricketer, the mentor & the cool friend we all wish we have.

    Navneet Education Ltd MD Shailendra Gala commented, “We are proud to associate with Prithvi Shaw. He is a prodigy, has a bright future, and has all the attributes we are looking for. He is young and enthusiastic, goes the distance & is also a youth icon, which resonates well with Youva which is targeted at the young audiences of India. The TVC uses the product placement very smartly, with the Youva Prithvi Shaw notebooks held in the children’s arms. One of the best parts about the creative execution is that it is a story-oriented brand film which we hope is a delight to watch.”

    The ad goes on air on 9 March, on the Kapil Sharma Show at 9.30 PM on Sony Entertainment Television, continuing till June. The communication will also be carried across other entertainment channels like SAB TV, Sony Pal, Star Bharat, kids’ channels and also regional channels.

    The ad will also be present on all of Youva’s digital platforms – Facebook, YouTube, Instagram – you name it! There would also be the point of sale material & out of home advertising to complement Youva’s TV presence in the upcoming stationery season. This 360° campaign is aimed at school children, parents & the youth.

  • Godrej Appliances takes forward campaign #LetsStartRight

    Godrej Appliances takes forward campaign #LetsStartRight

    MUMBAI: With its latest Women’s Day campaign, Godrej Appliances fights subtle gender stereotypes by effortlessly marrying the philosophy of ‘Things Made Thoughtfully’ with the hashtag #LetsStartRight.

    The film shows a seemingly progressive household that agrees with the mainstream belief of women empowerment and equal opportunities. The father-in-law of the house admires it even when a positive change is seen happening in the society outside. But when it comes to his own home, unknowingly, the stance is different. A female fighter pilot on TV is lauded, but the daughter-in-law of the house is advised to leave her corporate job and be in what is deemed to be a more ‘female friendly’ profession.

    About the film, Godrej Appliances marketing head Swati Rathi said, “The thought of ‘Lets Start at Home’. #LetsStartRight was born last year during children’s day when we highlighted the stereotype of gender-based roles amongst children taking shape at home. We chose to carry forward the conversation on women’s day. Our latest film showcases how gender stereotypes are sometimes so ingrained in our mindsets that we don’t even realise the bias. This is true of even seemingly progressive families. Children are a critical element of this #LetsStartRight dialogue because they force us to rethink our biases and start afresh. Godrej has always believed in being a responsible brand and playing the role of a change agent for our country and society. We hope this film inspires people to introspect for themselves and change for better.”

    Speaking about the campaign, Creativeland Asia chief creative officer Anu Joseph said, “Godrej Appliances, as a brand, has been at the forefront of social change from the day it launched refrigerators in India more than 6 decades ago. It liberated women from having to cook three meals a day, and therefore being unable to step out to work. Women, even today, continue to face little prejudices at home. Sometimes, these discriminations are veiled. Sometimes, they are even made to sound like a good thing. This film tells a moment of truth story about one such hidden prejudice in a typical Indian home.”

  • Hotstar launches ‘Koi Yaar Nahi Far’ this VIVO IPL 2019

    Hotstar launches ‘Koi Yaar Nahi Far’ this VIVO IPL 2019

    MUMBAI:  Hotstar is poised to elevate the experience for the upcoming VIVO IPL 2019, India’s largest sporting extravaganza. With the motto of ‘Koi Yaar Nahi Far’, the streaming giant is rolling out a first-ever social cricket-watching experience for the new season which kicks off on 23 March 2019.

    This year, with ‘Koi Yaar Nahi Far’, Hotstar will bring people together irrespective of their location. Viewers will get the opportunity to invite their friends and family to Hotstar, enabling them to watch the matches and participate in the Watch N’Play game together. Fans will be able to compete and see where they stand against their friends and family through the new social leader board. 

    They will also be able to make their voices heard by chatting about the match or their Watch N’Play experience, not only with their friends and family, but also with experts and celebrities. In interesting product integration, winners of the Watch N’Play games will be able to redeem their points, courtesy the exclusive partnership with Amazon Pay. The campaign TVC showcasing these features rolls out on 8 March 2019.

    As a global first, Hotstar is offering ad targeting for live sports at a scale like never before, making the 12th edition of VIVO IPL an exciting affair for all involved. Advertisers will be able to target 24 different cohorts during the live streaming. Additionally, through contextual branded cards showcasing offers, mini-games, and polls, brands have been provided with a unique opportunity to engage viewers at scale during a live game and be a part of their moments of joy for the entire tournament.

    The streaming platform has also partnered with Swiggy to ensure that users don’t miss a single moment of the cricketing action this season. Favourites from the Swiggy Pop menu can be ordered directly from within the Hotstar app, making it extremely convenient for cricket fans across the country.

    “In India, cricket is a very intrinsic part of our fabric and IPL over the years has become one of the largest sporting events globally. Last season alone, an astounding 202 mn viewers watched VIVO IPL on Hotstar, and we expect this number to grow tremendously this year,” said Hotstar chief product officer Varun Narang. “The joy of watching cricket is multiplied manifold in the company of friends and family, something that’s becoming increasingly difficult to do today. We wanted to introduce something special to protect that ethos, and added the interactive, social layer to enhance the cricket watching experience. With a strong technology backbone, and an engaging experience for the viewers coupled with disruptive marketing solutions for brands, we are extremely excited to bring VIVO IPL on Hotstar like never before.”

    Furthermore, with the intent to take this experience deeper and wider into India, the matches will be streamed across 8 languages, targeting an unprecedented reach of 300 million viewers.