ITV

Category: Ad Campaigns

  • Maharishi Ayurveda launches print campaign for Raktda

    Maharishi Ayurveda launches print campaign for Raktda

    MUMBAI: Raktda, an ayurveda solution for iron deficiency from Maharishi Ayurveda, has launched its latest print campaign targeting the symptoms of iron deficiency in women and how can they get in the way of their goals. The campaign has been conceptualised by Grey Group India and highlights how Raktda can help them in fighting these problems.

    Speaking about the campaign, Maharishi Ayurveda global head of marketing Ramesh Yadav said, “Iron supplements category has by and large operated at a functional level in India. We wanted to reposition the category & shift the focus of conversations from the product to the aspirations of women, thereby building stronger relevance & affinity for the brand in her life.”

    Grey group president and growth officer Ketan Desai added, “Raktda presented an exciting opportunity to create conversations around the importance of iron in our dietary regime. Given the lack of education around this category, we had a dual pronged challenge of creating condition awareness whilst keeping the aspirations and realities of today’s women at the center.”

    For over 35 years Maharishi Ayurveda has been making the science of Ayurveda more relevant for modern lifestyle. With footprint in 40 countries, Maharishi is renowned for its expertise and superior solutions.

  • Republic Bharat sets the news agenda with exposé and stories that delivers massive impressions on social media

    Republic Bharat sets the news agenda with exposé and stories that delivers massive impressions on social media

    MUMBAI: Storming in to Hindi news television, Republic Bharat has set the news agenda and created a massive impact on social media through its first few days of going live across India. 

    Leading the coverage on West Bengal Chief Minister Mamata Banerjee blocking the CBI from examinations of individuals in the Saradha case, Republic Bharat was not only the first Hindi news channel to break the story but was the only news network roll live with its massive team of on-ground reporters and in-studio anchors well-past midnight. 

    The #MamataBlocksCBI hashtag floated by Republic Bharat created a massive impact on social media. In the first 24 hours of the first  Twitter, there were 372 Million impressions made across 21 states of India. The story hashtag was not only a top trend in Indiafor 2.5 Hours, but also had people across 16 countries participate in the conversation. 

    "Republic TV has been a pioneer when it comes to creating innovative news formats. With the launch of Republic Bharat, Arnab and team are taking innovation to the masses and are using social media to bring the voice  of the citizens into the newsroom. With the launch of Republic Bharat, we have  seen data flow into our systems within the first three days.  With 372 M probable impressions and reaching 21 States across India, Republic TV clearly shows that they know how to be true market disruptors by making their presence felt”, said AmarpreetKalkat, CEO, Frrole Inc.

    Republic Bharat launched with a scorcher of an investigative report about the massacre of Karsevaks in Ayodhya on Saturday. Broken by Arnab Goswami and his team at 11 am on launch day, the Karsevak Massacre investigation quickly took over national discourse from New Delhi to Kumbh and across social media. 

    Within a matter of 24 hours, the Republic Bharat launch story hashtag (#KarsevakMassacre) created more 88.5 Million impressions with 27 states and 3 union territories  conversing on the story on Twitter alone. The story was a top national trend from 1:30pm onwards– which was within 3.5 hours of the story being aired on the channel. Not only in India, but the story also generated conversation among  global audiences digitally, garnering responses from users in 19 countries. 

    Through a deep investigation, Republic Bharat stung a top official who was in-charge of the Ram Janmabhoomi Police Station during the October 30th 1990 massacre of karsevaks. The Republic Bharat investigation unravelled the deep conspiracy hatched allegedly by then Mulayam Singh Yadav government to not only allow a mass killing of the gathered Karsevaks at Ayodhya but also laid bare the darkest details of the planned cover-up operation by the state machinery. 

    For decades, while the narrative on-record has been that only 16 people were fired upon in the October 1990 killing of Karsevaks in Ayodhya, the Republic Bharat sting operation of a cop from the time revealed that the incident entailed a ‘massacre’ of “countless” Karsevaks. Shockingly, the sting operation also unmasked the cover-up campaign which allegedly included putting together false testimonies, doctored reports, the admission of misleading victim families and the burial of Hindu Karsevak bodies to cloak the overall death toll. 

    With a flurry of reactions from all quarters soon after the first play out of the investigative report, Republic Bharat ensured that Arnab Goswami’s trademark impact-driven journalism made a mark on the Hindi  audiences on day 1: From the Union Law Minister Ravi Shankar Prasad being among the first to react on the story to the BJP raising the issue at a press conference at a little after 6pm on Saturday; from the UP government coming on record to assure an investigation based on Republic Bharat’s launch story moments after the report aired to the Shiv Sena pledging to raise the issue in Parliament on Monday; from PILs being filed based on the evidence put out by Team Bharat to the investigation becoming the center-focus at the ongoing Kumbh with Baba Ramdev and Sri Sri Ravi Shankar joining the chorus for a reinvestigation into the truth about the Karsevak Massacre. 

    On day 2 of  Republic Bharat beaming across the country, during which the channel had fresh and new exclusives that set the agenda on this story and others, Uttar Pradesh Chief Minister Yogi Adityanath in an exclusive conversation  with Arnab Goswami assured a probe based on the evidence put out by the channel.  

    Not just in terms of setting the agenda on ground, the Republic Bharat launch investigation report became the country’s top talking point on social media. 

    With families of missing karsevaks and political parties promising to take up the fight for justice in the wake of new evidence put out by Republic Bharat, the channel’s launch story has  left an indelible mark on viewers and is pegged to whip up a political storm in the coming days. 

    After marathon coverage of the developments in Kolkata on the Mamata Banerjee story, Republic Bharat once again set the agenda in terms of content with an exclusive Sting Operation on a former TMC Member of Parliament who was arrested in the Saradha Scam. 

    While Mamata Banerjee sat on her protest in Kolkata, the Republic Bharat team broke its sting at 6pm on its third day of broadcasting. Union Minister SmritiIrani, MoS PMO Jitendra Singh and  UP Minister Siddharthnath Singh were among the first to react to the sting operation by Republic Bharat. 

    After an evening breaking of the exclusive sting, the hashtag garnered 44 Million impressions in 13 States across the country. #SaradhaSting managed to create a massive impact on Twitter. With maximum mentions from Uttar Pradesh, Maharashtra, NCR, Rajasthan, and West Bengal.

    With its diversity of exclusive content in its first 3 days, a precision in terms of production and design, and an impressive scale of coverage from across the country, and with an astronomical 500 Million Impressions on social media, Republic Bharat has shaken up the Hindi news television market in its launch week. 

  • Society Tea combines taste of cinema and chai in new TVC

    Society Tea combines taste of cinema and chai in new TVC

    MUMBAI: Society Tea has launched its latest Masala Tea TVC campaign ‘Masala Nahi Toh Mazaa Nahi’ that revolves around the union of two biggest shared experiences in India – Love for Cinema and Chai. The TVC has been created and conceptualised by Black Swan Life and produced by Skylark Productions.

    Commenting on the occasion Society Tea director Karan Shah said, “With our latest Masala Tea TVC, we at Society Tea wanted to brew a campaign that reflects a beautifully balanced emotion between our country’s two favourites – cinema and chai. And what better way to do it than our quintessential ‘Dadi Ma Ki Masala Chai’. Society Tea’s Masala Tea is all about the highest quality, the traditional taste which is fortified with spices, an original masala recipe that is an excellent elixir and we definitely recommend you to try our grandmothers’ personal recipe blend. Titled ‘Masala Nahi Toh Mazaa Nahi’, the TVC has beautifully captured a perfect blend of human emotions and an all-season National favourite beverage- Masala Tea.”

    The TVC has been released in Hindi and Marathi across Maharashtra, Nasik, Nagpur, Aurangabad, and Raipur. The bi-lingual method is in sync with Society Tea’s strategy of augmenting their Maharashtra and nearby regions’ target audience. 

  • Turkish Airlines launches new commercial ‘The Journey’ at Super Bowl LIII

    Turkish Airlines launches new commercial ‘The Journey’ at Super Bowl LIII

    MUMBAI: To mark the opening of Istanbul airport, its new home, Turkish Airlines teamed up with acclaimed filmmaker Ridley Scott to release a new commercial, ‘The Journey’, during the Super Bowl LIII on 3 February. A six-minute cinematic short film was simultaneously released on YouTube as well.

    It is Scott’s first commercial in 15 years and stars actresses Sylvia Hoeks and Aure Atika. It has been produced by RSA Films. ‘The Journey’ shows the story of a chase across the city’s iconic landmarks.

    Commenting on the campaign, Turkish Airlines chairman of the board and the executive committee M İlker Aycı said, “When viewers tuned into the Super Bowl on Sunday they were treated to a stunning portrayal of Istanbul in this thrilling film from Ridley Scott. We invite travelers around the world to join us on our journey and experience true Turkish hospitality at our brand new home at Istanbul airport.”

    Director and producer Ridley Scott said, “Istanbul is an inspiring city to build a story around with  its beautiful     topography surrounded by water. The city is a powerful backdrop to the story that brings together the main characters in an exciting and spectacular way, much as Istanbul has done for generations.”

    ‘THE JOURNEY’ showcases Istanbul as the hub of Turkish Airlines and the new center of aviation for global travelers, which will be the world’s largest aviation hub with an annual capacity of 200 million passengers. Flying to more countries than any other airline, Turkish Airlines currently connects 306 destinations in 124 countries, which will expand as it moves its hub from the current Istanbul Ataturk Airport to the newly opened Istanbul airport.

    Four promotional versions and a six-minute cinematic short film were created as well as a behind-the-scenes special that details the entire experience including interviews with the director and cast.

  • “Live Video ka idea best hai kyunki live mein hi sabke behaviour ka asli test hai”, says Idea in its new ad campaign

    “Live Video ka idea best hai kyunki live mein hi sabke behaviour ka asli test hai”, says Idea in its new ad campaign

    MUMBAI: ‘Public behaviour is often dictated by “Who’s watching” or “Kaun Dekh Raha Hai?”  Hiding behind the veil of anonymity, people often display improper behaviour, which gets immediately corrected when they know they are in public glare. Further, live video streaming in HD quality is commonly perceived to be the truest test of an effective and efficient 4G network. Bringing these twin consumer insights to light, brand Idea today launched its new ad campaign ‘Idea 4G – India ka Live Network’.

    Over the years, brand Idea has built a strong reputation of creating purposeful, conscientious campaigns that encourage change for the betterment of the society. Continuing with the theme, this new campaign highlights the power of streaming HD quality LIVE videos over brand Idea’s robust network and thereby driving a positive change in behaviour among citizens.

    Speaking about this campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Ltd., said, “The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent amongst all. With live video streaming fast gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G – India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”

    Two specially created TVCs convey this direct message in an interesting and succinct manner via real life situations which are common and hence easy for all to identify and relate with.   

    The first TVC is set in an office where an employee is more interested in playing a game on his desk rather than service the long que of customers waiting for his attention. On being told that the entire country was watching his 4-hour lunch break via Idea’s powerful live video streaming in HD, he immediately corrects his behaviour and does what he is supposed to do i.e. speedily service customers.

    In the second TVC, two people are seen littering a public beach in an unabashed manner. A concerned citizen live streams this brazen irresponsible behaviour using Idea’s powerful live streaming facility in HD and they immediately change their behaviour to collect and bin their trash.

    The tagline of this brand Idea campaign ‘Ab HD ka maza, bin buffering ki saza’ reiterates the speed, quality, convenience and availability of Idea’s robust 4G network both indoors and outdoors. 

    This Brand Idea campaign will be promoted on TV, Radio, OOH and Digital with high decibel visibility across 95+ TV Channels and all prominent digital content OTT platforms.

    The new campaign has been developed by BBDO India and the TVCs have been directed by Sukriti Tyagi.

  • J Walter Thompson creates #LostVotes campaign for Times of India

    J Walter Thompson creates #LostVotes campaign for Times of India

    MUMBAI: J Walter Thompson has conceptualised and created a nationwide campaign ‘Lost Votes’, which calls for policy and electoral reforms to bring in the vote of Indian migrants, for Times of India (TOI).

    Elaborating the idea behind the campaign, JWT mentioned in a statement that considering today’s India’s countless population is on the move for work or education, or marriage, the right to vote should also move along just like the mobile phone numbers, PAN and Aadhar details, and bank accounts. The basic concept is to turn these lost votes into votes that count because they can shape the destiny of our nation.

    Commenting on the campaign, TOI brand director Sanjeev Bhargava said, “We are the largest democracy in the world. But are we the most robust? To strengthen our democracy, it is important that the right to vote and the facility to vote both be made available to the entire voting population.”

    J Walter Thompson chief creative officer Senthil Kumar said, “The idea of the film is to evoke the voice of the lost vote. A voice that amplifies the angst and echoes the emotion of over 20 crore Indians losing their vote. To play the voice of the lost votes on loud speakers and yet feel the voice being drowned by the distance, lost in the middle class multitudes out there. Losing your right to vote is like that fading homing signal. It’s like missing the last train home and losing the hope of making a difference in your hometown from your distant work station. Mera haq kahin pe kho gaya.”

    J Walter Thompson national creative director Sambit Mohanty added, “When we started working on the ‘Lost Votes’ campaign, I knew the film had to be poignant and soul-stirring. It needed to capture that ineffable feeling of being a stranger in a strange land. One who has to deal with the pain of not just losing touch with his roots but also not mattering in the larger scheme of things, because he/she is unable to vote (despite having the right to.) Whether you’re a face in the crowd or the crowd itself, nobody is immune from this pain. The ‘Lost’ poster-frame is meant to be symbolic of this feeling of becoming insignificant.”

  • upGrad’s first TVC to feature Vicky Kaushal

    upGrad’s first TVC to feature Vicky Kaushal

    MUMBAI: upGrad, India’s leading online education venture focused on building careers of working professionals, unveiled its first ad-campaign. Featuring actor Vicky Kaushal, the film introduces consumers to upGrad and brings the brand idea alive. The film breaks the myth of online education being ineffective by showcasing how impactful the online education space is today and how it is as good as traditional offline education.

    The second part of the TVC campaign is based on the insight that the Indian working professionals are in a state of inertia where they feel that they do not need to go back to learning once they have a job. These films are set to make the customers realize that to remain relevant in today’s day and time, one has no choice but to learn and upskill.

    The campaign sheds light upon upGrad’s unique online power learning approach to learners and demonstrates the influence of upGrad and the role it can play in the learner’s life by giving them the opportunity to transform their careers. It further intends to establish the fact that in this fast changing world of technology, there’s a massive demand for new age skills at the workplace and you need to upskill yourself for a better career.

    Created by Lowe Lintas, the ad campaign showcases upGrad as a brand which plays an important role in learner’s life by acting as an engine of transformation which gives them the ability to put their careers on a high growth trajectory.

    Announcing the launch of the new ad-campaign, Mr. Ronnie Screwvala & Mr. Mayank Kumar, co-founders, upGrad said, “Through this campaign we are trying to create awareness on how upGrad can help learners prepare for the future of work and help them thrive in their career. Online education for professionals is still at a nascent stage in India and to create awareness at a category level, we felt the necessity of a commercial that will change the consumer mindset and is relatable.  Our association with Vicky Kaushal and the new TVC will help us increase our reach & create deeper connect across geographies”.

    Sagar Kapoor, Chief Creative Officer, Lowe Lintas added, “It was an excellent briefing session by the founders that led our creative thinking at upGrad. The vibe was positive and the brief actually spoke about what upGrad can do to lives rather than just what upGrad is and how continuous learning can make sure one keeps navigating his or her career forward. Inspiring stories of how lakhs have already done this successfully spurred us further. All that said the team believed in keeping the message and tone of the communication sprightly and involving. Hence the idea of “life ko karo lift”!

  • ‘No more waiting, Just bridge it!’ says Piramal Capital & Housing Finance with its new campaign for Bridge Loans

    ‘No more waiting, Just bridge it!’ says Piramal Capital & Housing Finance with its new campaign for Bridge Loans

    MUMBAI: Piramal Capital & Housing Finance Ltd. (PCHF) has rolled out a brand-new film to launch Bridge Loans, an innovative product that helps bridge the time gap between selling your old home and buying a new one.

    The film conceptualized by Point of View Brandcom India, is a funny take on the situation of a man who finds the perfect apartment for his family but keeps the apartment owner waiting because he has to sell his old apartment.

    Commenting on the campaign, Mayank Jain, Head – Sales & Marketing, Piramal Capital & Housing Finance Ltd said, “We at PCHF are focused at introducing products that seek to simplify the lives of our customers. A common problem that we encounter on a regular basis is the wait to sell your old apartment in order to buy a new one. Our newly launched product – Bridge Loans is the answer to this problem. Through the film, our aim was to highlight this challenge and bring focus on our innovative product, specially designed to support our customer needs. We are pleased that Point of View Brandcom India has converted our brief into an effective product film by using humour to communicate our product offerings.”

    Vishant Kotian, Founder and CEO, Point of View Brandcom India, added, “It’s always nice to have a sharp brief, and we really had fun bringing the idea to life. Once we cracked the creative idea everything came together pretty seamlessly. We all have a good feeling about this film, and we’re hoping it catches on and gives the brand a big push.”

    Watch the film conceptualized by Point of View Brandcom India

    Piramal Capital & Housing Finance Limited (PCHFL) is a housing finance company that is engaged in various financial services businesses. It provides both wholesale and retail funding opportunities across sectors including real estate, infrastructure etc.

  • Taproot Dentsu creates launch campaign for Firstpost’s print edition

    Taproot Dentsu creates launch campaign for Firstpost’s print edition

    MUMBAI: To launch the weekly print edition of Firstpost, the news, and media website/app from Network18, Taproot Dentsu, the creative agency from the Dentsu Aegis Network stable, has released a campaign that shows how digging deeper for the truth is so important, today more than ever.

    The film takes a dig at the race for breaking news and the prevalence of sensationalism over incisive journalism. It is a dramatic take-down of modern journalism to show, by contrast, Firstpost’s comprehensive coverage of stories that need to be told and heard. The campaign has a TV and print leg to it.

    Taproot Dentsu creative director Neeraj Kanitkar said, “The Firstpost weekly newspaper is a remarkable attempt at raising the bar for news reporting. While most other papers scramble from one story to the other, Firstpost gives every story what it really deserves – time. Thereby getting to the bottom of every story. The campaign capitalised on this distinct difference, which allows the Firstpost weekly newspaper to be the last word on the news.”

    Network18 group brand advisor Rahul Kansal said, “We wanted to tell potential readers that our newspaper will offer an in-depth read in contrast to the breathless, superficial kind of news that has become the norm in the country. Rather than be preoccupied with breaking news in a half-cocked manner, we want to offer insights, analyses and well thought-through opinion. Taproot Dentsu responded with their usual brilliance and completely turned on its head, the usual paradigms in news. From rhetoric like 'breaking news' and ‘you read it here first’ to ‘proudly last’ and “last mover advantage.”

  • Isobar launches AI-powered mobile campaign for Bobbi Brown’s Primer Plus collection

    Isobar launches AI-powered mobile campaign for Bobbi Brown’s Primer Plus collection

    MUMBAI: Isobar India, a digital agency from the Dentsu Aegis Network stable, has collaborated with Bobbi Brown to launch its Primer Plus collection that focuses on weather-related skin concerns.

    As shared in a press statement, targeting a group of consumers with specific skin concerns caused by adverse weather conditions was identified as an opportunity to conduct personalised marketing in a deliberate manner to boost sales.

    Isobar deployed dynamic HTML5 banners, which captured critical weather data from device level sensors available on smartphones of in-market consumers.  Using a real-time weather API, this data was then cross-stitched with the dynamic content that is consumed by women who exhibit high affinity towards beauty, luxury shopping, fashion, etc. With the help of a custom-made machine-learning algorithm, Isobar mapped various combinations of weather and skin conditions to the right primer. The banners, thus, showcased the apt primer for a specific skin type and weather condition, helping users to choose the right product even before buying it from a store.

    “The campaign garnered an impressive view rate of 32 per cent – twice the industry average. This initiative contributed to over 54 per cent of the overall sales via store walk-ins (the call to action to the dynamic campaign). Overall, the promotion push lead to 8X times sales uplift compared to the previous month,” read the statement.

    Speaking on the launch of the campaign Isobar India senior director – mobile Priyanka Shah stated, “Relevance and personalisation is the all-time marketing mantra. Consumers appreciate ads that are tailored to address their interests and shopping habits. In addition, personalized ads also have the potential to lift sales and increase campaign ROI. This is particularly true in campaigns that leverage individual-level data.”

    Speaking on the success of the campaign, Bobbi Brown India marketing manager Rishabh Kachchhy said, “Using insights of the core features and benefits from the product, the team identified an opportunity to connect our new Primer Plus Collection with a direct benefit link with the weather. The real-time marketing campaign they developed tied in very well with generic skin concerns every Indian woman faces linked to weather conditions. The unique communication angle they executed linked directly to hero benefits and helped drive our key challenges with the product – awareness, education and of course amazing sales!”