ITV

Category: Ad Campaigns

  • Pepsi celebrates young generation and its SWAG

    Pepsi celebrates young generation and its SWAG

    MUMBAI: Carbonated soft drink manufacturer, Pepsi is celebrating the confidence of Indian youth in its latest campaign ‘Har Ghoont Mein Swag’. Created by Wunderman Thompson, the TVC celebrates the audacious spirit of the new generation.

    PepsiCo India director-marketing, hydration and cola Tarun Bhagat said about the campaign, “Pepsi is a brand which has always resonated with the voice of today’s generation. This summer Pepsi is acknowledging and celebrating a word that defines today’s millennials’ – SWAG. ‘Har Ghoont Mein Swag’ is all about living in the moment, seizing new, interesting opportunities and doing it all with swag. The new campaign is a progressive approach to truly reflect the self-belief of today’s generation.”

    Wunderman Thompson creative chief Senthil Kumar mentioned, “Pepsi has always been the cult brand that creates and curates culture for the young and the restless with every new campaign and the result has always been popular content that echoes the self-belief and celebrates the self-confidence of youth. This new generation is armed with self-belief and Swag, read as effortless cool, in every step of their individual and collective journeys. They don’t hesitate to stand up for what they believe in and stand out because they right the wrong themselves, not waiting for course correction from others. This ssummer, Pepsi celebrates this bubbling self-belief and sizzling Swag of India’s young with the campaign “Har Ghoont Mein Swag“. And when this spirit of self-belief leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful Swag.”

  • Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    MUMBAI: For the first time, a Jaago Re (Meluku) campaign developed specifically for the women of Andhra Pradesh has been launched by Tata Tea’s premium brand in the region, Chakra Gold.  The new TVC, created by MullenLowe Lintas, endeavours to awaken the strength of Andhra Pradesh's women towards self-empowerment while battling debilitating patriarchy and discriminatory societal norms.

    Commenting on this campaign, TATA Global Beverages marketing head Puneet Das said, “TATA Tea Chakra Gold, known for its long lasting taste, is one of the most premium brands in the Tata Tea portfolio. For our latest campaign, we wanted to address the hopes and aspirations of the women in AP & Telangana. We had in-depth conversations with them where they expressed their deep desire to be free from oppressive societal ‘restrictions’ imposed on them. Hence, the aim was to bring alive these emotions of the women in this region.”

    He added, “Our new TVC campaign shows TATA Tea Chakra Gold as a preferred choice for women who always leave a lasting mark on everything they do. This is in line with TATA Tea Jaago Re campaigns that have always been ahead of the curve when it comes to addressing deep rooted societal issues and ‘awakening’ consumers to such issues. In its first regional appearance in the southern part of India, the TVC aspires to make a strong statement in true Meluku style, and we hope it will resonate with our audience and inspire them towards self-empowerment.”

    MullenLowe Lintas group CCO and chairman Amer Jaleel said, “Tata Tea Chakra Gold has always championed the South Indian woman in its advertising over the years. The shift is now to champion her strong views and actions, by which she awakens a societal and cultural change. That is why, for the first time, we have introduced the stirring emotions of Jaago Re to the Telugu-speaking audience.”

  • 82.5 Creates, ACC launch ‘Karein Kuch Kamaal’ campaign

    82.5 Creates, ACC launch ‘Karein Kuch Kamaal’ campaign

    MUMBAI: ACC, the cement brand from Lafarge Holcim group, has launched its new communication campaign ‘Karein Kuch Kamaal’. Created by 82.5 Communications. The campaign targets the individual home builder who plans to construct his own home.  

    Talking about the new campaign ACC Ltd managing director and CEO Neeraj Akhoury said, “We want to build a new ACC every day and add more cement to our 82 years of trust building. Home building is a celebration of a lifetime; a celebration of a home-builder’s achievements. Our message will resonate far beyond the intended audience and appeal to multiple generations.”

    The Ogilvy Group chief creative officer worldwide Piyush Pandey commented, “Cement is a low involvement category. Even though it is a key ingredient in the making of a building, it remains ‘invisible’ to the end user. I think the campaign created by 82.5 Communications overcomes this problem by helping the consumer engage with the ACC brand in an interesting way.”

    Chief marketing officer and head – new products and services Ashish Prasad said, "ACC as a brand, has always owned equity and trust in the market. Our brand philosophy is to inspire people to do extraordinary things. Our new campaign communicates that we will be keen partners on their journey towards “Karein Kuch Kamaal”. In this context, it is imperative to engage with a new generation of individual home builders."

    82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said, “Building your own home is a dream come true. But sometimes consumers see the actual process of home building as a challenge. In the new ACC campaign, we have relooked at home-building as a beautiful and joyful process. We roped in international director Anders Forsman to bring a new aesthetic to cement and concrete and to give a magical touch to the portrayal of the construction process.”

    82.5 Communications executive creative director and creative head – Mumbai and Kolkata Mayur Varma added, “Through this campaign, ACC wants to share the euphoria of building a house with every Indian home builder. The men in red are the personification of this sentiment.”

  • Taproot Dentsu creates campaign for Discovery channel pack

    Taproot Dentsu creates campaign for Discovery channel pack

    MUMBAI: To announce its bouquet rates of 9 channels at Rs 8, Discovery Communications India (DCIN) collaborated with Taproot Dentsu to deliver its ‘virtue of exploration’ as ‘the window to the world’ in a simple yet charming way.

    Taproot Dentsu executive creative director Pallavi Chakravarti said, “Our challenge lay in landing a tactical, price-point related message without losing the brand essence of exploration that Discovery epitomises. Using the visual device of binoculars flipping to the number 8 was, to our minds, a simple, engaging way to drive home the point effortlessly. Hopefully people will find something new about the ad every time they see it, just like they will learn something new every time they will watch a channel from the Discovery Pack.”

    Speaking about the campaign, Discovery Communications India director original content and marketing Vednarayan Sirdeshpande said, “Discovery endeavours to tell stories that make you learn more about your world and open new worlds. It becomes the road that bridges audience curiosity around topics, passion points, people and places. The communication aims to establish the brand as the catalyst in giving audiences the ‘window to the world @ Rs 8 with an interesting visual device that is memorable. It also emphasizes on our network brand offering, a plethora of content choices at the most appropriate price.”

  • Sirona’s new campaign encourages women to ‘rise up with menstrual cups’

    Sirona’s new campaign encourages women to ‘rise up with menstrual cups’

    MUMBAI: In a bid to encourage women to move past pads and switch to comfortable, convenient, and environment-friendly menstrual cups, menstrual and intimate hygiene products brand Sirona has launched a new video campaign. The bold and hard-hitting campaign has been created to promote the product on the occasion of Women’s Day.

    Featuring popular social media influencer and theatre actor Shibani Bedi, the video aims to uncover the harsh realities of using menstrual pads. Highlighting the numerous benefits of using menstrual cups, the video encourages women to go from ‘Down with Pads’ to ‘Done with Pads’. Through a bold narrative laced with sarcasm, the video campaign sheds light on how menstrual pads prevent women from embracing life during their periods. 

    The goal of this campaign is to encourage women to break out of their ‘inherited habit’ of using menstrual pads and switching to menstrual cups. Sirona Cups made by using FDA approved cushiony medical grade silicone and are reusable, last for a decade, and extremely comfortable to use. Women who embrace Sirona’s breakthrough offering can swim, jog, travel, wear white, and forget worrying about their periods for life.

  • Praveen Kenneth launches ‘Ek Desh, Ek Hum’ platform

    Praveen Kenneth launches ‘Ek Desh, Ek Hum’ platform

    MUMBAI: The founder of Law&Kenneth and former chairman Law&Kenneth | Saatchi & Saatchi, Praveen Kenneth, has launched the platform ‘Ek Desh, Ek Hum’ with a video that stresses on the ‘Stronger Together’ theme.

    The launch video has been directed by noted filmmaker Pradeep Sarkar while the music has been scored by Dhruv Ghanekar and the lyrics have been penned by Ishita Arun. It shows a young nation awakening to the need to come together.

    Elaborating on the intent of the campaign, Praveen Kenneth said, “What we are conveying is not new. It’s simple, it’s obvious. We all know the magic of India is the amazing diversity of its people, across cultures and religion. Our life is fuller, vibrant, expanded, thanks to our Hindu, Christian, Muslim, Sikh, Jain, Buddhists friends, brothers, and sisters. I believe this is the underlying strength of our nation. The important thing, however, is that we need to keep bringing this back into the center stage of conversation and consciousness.”

    He added, “In a daily life which zigzags through understandable difference, disagreements, arguments, and loud and angry debates—which is the beauty of a democracy and always encouraged—the interest of India and Indians, should and will always be the in the centre. The campaign is an effort to bring back these conversations”.

    “Togetherness is strength; this is the singular message that we want to convey,” Kenneth concluded.

    The video is accompanied by a Twitter push that will be hosted on #Ekdeshekhum and will be supported by an extensive TV and Radio support.

  • Colgate offers complete ‘Suraksha’ at Kumbh Mela

    Colgate offers complete ‘Suraksha’ at Kumbh Mela

    MUMBAI: Colgate-Palmolive (India) Ltd launched the ‘Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se Sampoorna Suraksha' campaign at the ongoing Kumbh Mela in Prayagraj, Allahabad.

    The completely localised campaign is custom-made to provide a complete all-around protection to pilgrims through a range of Kumbh-specific activities and utility elements such as brushing stations for pilgrims to brush their teeth; oral care importance drives to spread the awareness of good oral hygiene; free, large-scale sampling of Colgate Vedshakti for millions of people at Kumbh; ‘Suraksha Wristbands’ for children to write/wear their emergency contact details on a safety wristband; ‘Sampoorna Suraksha Ropes’ given to big groups and families to hold on to, to ensure that they walk together without getting lost in the crowd

    Colgate-Palmolive (India) Ltd managing director Issam Bachaalani said, “At Colgate, we consistently work towards providing superior oral care and protection to all Indians, and towards caring for our communities. The Kumbh Mela gives us an opportunity to achieve both these objectives with our key target segments at an unprecedented scale.”

    Bachaalani added, “Our theme at the Kumbh is complete protection or sampoorna suraksha, as part of which we are offering millions of visitors the free samples of Colgate Vedshakti toothpaste that provides sampoorna suraksha to the mouth. But that’s not all – we are also extending to our consumers ways and means to ensure complete safety of their families, as they made their way through the Kumbh Mela by handing out suraksha ropes – for families to walk together, and suraksha wristbands – for children to have an emergency contact number on their wrist.”

    The Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se Sampoorna Suraksha campaign started last month and has touched millions of pilgrims so far. Colgate Vedshakti’s impactful hoardings can be seen all over the consumer touchpoints at Prayagraj, while the sampling activity is carried out right from the transit points – at 21 highway pit stops, 9 key railway junctions and several bus stations – to inside the main Mela grounds including the akharas, rein-baseras, water point junctions, and the Colgate Vedshakti branded brushing stations.

  • YONO SBI felicitates 20 Under 20 young leaders

    YONO SBI felicitates 20 Under 20 young leaders

    MUMBAI: YONO SBI, an integrated digital banking platform by State Bank of India launched its recent campaign 20 Under 20 to felicitate young leaders. Interestingly, YONO SBI took an unconventional route to reach the masses by working closely with over 2000 content creators across India citing the young audience they connect.

    The 360-degree marketing campaign saw influencers from every walk of life coming together in support of the 20 Under 20 initiative and propagating the larger message of the campaign. Platforms like TIKTOK, Instagram, Facebook and Twitter were all used in a strategic way to reach the masses and the vote share is a clear indication of the success story.

    Over 1.7 lakh people voted for 60 nominations across 10 diverse categories, who were shortlisted by eight eminent personalities including actor Dia Mirza; sports journalist and author Boria Majumdar; Microsoft India MD Sashi Sreedharan; NPCI MD and CEO Dilip Asbe, MD; and social media influencer Mallika Dua among others. Finally, 20 winners were selected basis votes casted by people across the nation.

    The campaign was executed by Buzzoka, one of India’s leading influencer marketing companies which was responsible for end-to-end management of the campaign.

    SBI chief marketing officer Dinesh Menon said, “YONO SBI is the first and only one of its kind comprehensive, digital only platform that brings together not just banking, financial products, but lifestyle products and services as well. In its initial phase, we deployed a digital-only advertising campaign. Besides using our own social media platforms for distributing relevant content, we took to influencer marketing, Twitter first view, among others”.

    Buzzoka CEO Ashutosh Harbola said “It is a pleasure to work with the amazing team of YONO SBI and I wish them lots of luck for their path breaking approach. The campaign truly reflects the connect that YONO SBI cracked with the audience hence making this campaign a truly awesome case study. I am sure a lot of brands will see this as an aspiration in coming years. Also, it is one of the biggest influencer lead campaigns in the history of Indian advertising and we are glad to empower it 360-degree.”

    SBI senior manager digital marketing Meghna Chettri said, “Initially, we were apprehensive to approve influencer marketing. However, keeping in mind our agenda as well as the need to garner votes from the youth, we agreed upon fixing this. Post which, the entire flow was discussed, drafted and executed in collaboration with the influencer agency partner, Buzzoka, we were convinced with their execution plan. And today, I can happily talk about the numbers we generated. We were able to reach an exceptional number of people through these influencers, who already possessed an impressive follower base.”

  • Mondelez India lets people pop their hearts out this Valentine’s day

    Mondelez India lets people pop their hearts out this Valentine’s day

    MUMBAI: To celebrate Valentine’s Day, Mondelez India amplified its ‘Pop Your Heart Out with Silk’ campaign launching a new heart-warming digital film, ‘Cadbury Silk Unsaid Stories’.

    The TVC opens with a meet-up where members from young to old are shown narrating their love stories, talking about how letting go off that hesitation could have changed the course of their love lives and ‘only if they would’ve expressed to the one they loved, things would have been different.  They receive a bar of the Cadbury Dairy Milk Silk Pop Your Heart Out, nudging them to set aside their hesitation and simply say it with Silk.

    Talking about the marketing strategy for this Valentine’s Day, Mondelez India director, marketing (chocolates) Anil Viswanathan said, “We received an overwhelming response with the ‘Pop Your Heart Out With Silk’ campaign which was introduced last year. With the recently launched Cadbury Dairy Milk Silk Unsaid Stories, Mondelez India takes forward the narrative of breaking the hesitation around the expression of love. As leaders in chocolate gifting, we endeavour to identify new occasions and empower customers to convey the right emotion with our products.”

    Mondelez India has also introduced an ecommerce exclusive Cadbury Dairy Milk Silk Heart Shaped Valentine Gift Pack which contains 2 bars of Cadbury Dairy Milk Silk Plain, 60gm each and 2 bars of Cadbury Dairy Milk Silk Oreo, 60gm each along with a customised greeting card and a photo frame. The classic taste of Cadbury chocolates offer you the reason to celebrate this occasion with your loved one. The limited edition product can be purchased for Rs 650 on Cadbury Joy Deliveries and Amazon.in.

    To scale up the heart-pop initiative and support the digital film and the innovative heart shaped gift pack, Mondelez India has dedicated a 360-degree integrated marketing campaign which includes TV integrations, high impact outdoor activation, on ground, digital and in-store promotions.

    Mondelez India has also partnered with Gully Boy, one of the most awaited movies of 2019 building in co-branded promotions to create high impact digital buzz during Valentine’s Day.

    For this occasion, Cadbury Dairy Milk Silk has taken over 40 Café Coffee Days across Mumbai, Delhi, and Bangalore to create visibility. Apart from this, the brand has also undertaken strategic tie-ups with Amazon Store, PVR Cinemas, Ola app integrations to ensure maximum reach. Creating salience with the product, and taking it to the next level by being present across all youth relevant touch points, like Snapchat, Tik Tok, music apps like Gaana, Wynk, food apps like Zomato and using celeb influencers, is making millions of people Pop their Hearts out!