ITV

Category: Ad Campaigns

  • Honda 2Wheelers, Dentsu One wish “Happy 2009”

    Honda 2Wheelers, Dentsu One wish “Happy 2009”

    MUMBAI: Honda 2Wheelers rang in the New Year in a quirky manner as they wished the industry “Happy 2009” in January 2019. The move was a part of an interesting print ad campaign conceptualised and developed by Dentsu One – a Dentsu Aegis Network agency.

    The peg behind the innovative campaign was the government regulation making it compulsory to equip every 2-wheeler of less than 125cc engine capacity with a Combi-Brake System (CBS) from 1 April 2019 onwards. Honda  2wheelers, on the other hand, had introduced the Combi-brake system in India (with equaliser technology) way back in 2009.

    The agency revealed its approach towards creating the campaign, which has caught many eyeballs, stating, “The approach was to create a disruptive communication to grab reader’s attention and inform them about brand Honda’s technology leadership. The opportune time – first day of the year was selected strategically to make the message more clutter breaking.”

    Dentsu One national creative director Titus Upputuru said, “At Dentsu Aegis Network we try to build brands through innovative ideas. This is an example of that spirit. Salute to Honda Two Wheelers for buying into this unique creative and release it nationally. Usual shelf life of a print ad is one day however it clearly broke the trend with conversations about the advt. & creative going viral on digital medium long after the newspaper has gone into the bin. We are delighted with the response.” 

    Dentsu One executive vice president Abhinav Kaushik added, “We wanted to create a communication that had immense stop value and the power to hold the reader’s attention without any dilution. A communication is considered as really effective when people start talking about it and this is what is happening right now. The objective of the campaign to reaffirm Honda’s leadership position stands successfully achieved.”

    Honda Motorcycle & Scooter India senior vice president, sales and marketing Yadvinder Singh Guleria mentioned, “Honda has always been at the fore front of new technology introduction. We have a history of creating history in technology benchmarks adding value & convenience for our customers. While the industry is now adopting CBS aligning with regulation, we are proud to say that more than two crore happy customers are already riding CBS equipped Honda 2Wheelers. A clutter breaking simple communication to reinforce brand Honda’s technology leadership on New Year’s day was the core of this campaign.”

  • The Womb Launches “Shaadi Ka Naya Gift” campaign for Saregama Carvaan

    The Womb Launches “Shaadi Ka Naya Gift” campaign for Saregama Carvaan

    MUMBAI: The Womb has created an interesting campaign for portable digital audio player Saregama Carvaan, marking the musical instrument as a perfect gift for the wedding season.

    The campaign “Shaadi Ka Naya Gift—jo rishton ko nahi dilon ko milaye!” has been launched with a video ad showing a South Indian family gifting Carvaan to a north Indian groom’s family during the ritual of ‘Milni’.

    In a press statement, The Womb noted, “There are over 10 million weddings in India every year. Increasing by 30 per cent year-on-year and a lot of gifting happens during this season. The Womb identified this as an opportunity to position Carvaan as a perfect gift. Saregama Carvaan as a gift makes one come across as a thoughtful gift or someone who has eschewed more mundane and regular gifts in favour of something that touches the heart.”

    The Womb co-founder Kawal Shoor said, “We thought this was a great way to position Carvaan within the ritual of ‘Milni’. Such rituals inherently bring along a lot of awkwardness within the family members. Milni is like the marriage of two families, you have no option but to like each other. Mostly forcibly! & Carvaan with its 5000 evergreen songs can be the ice breaker and the thoughtfulness of the gift makes it more easier to like the other person.”

  • Social Kinnect designs interactive campaign #AWonderfulWorld for Lodha Group

    Social Kinnect designs interactive campaign #AWonderfulWorld for Lodha Group

    MUMBAI: Social Kinnect has conceptualised and designed an interactive campaign called #AWonderfulWorld for real estate company Lodha Group to help the latter in creating a connection with its customers. The campaign allows people to virtually experience ‘a wonderful world’ through a 4-part interactive micro-series showcasing luxurious offerings at Lodha Group’s property, Upper Thane.

    Claimed to be the very first interactive digital campaign in the real estate space, #AWonderfulWorld lets users engage with the actual content of the videos. This micro-series, in all its four parts, depicts residents of Lodha Upper Thane living a colourful, joyous, and happy family life.

    Commenting on the campaign, Social Kinnect COO Chandni Shah said, “At Social Kinnect, we strive to lead the way for the firsts in the digital space. We are delighted that for Lodha, we were able to bring out the first ever interactive campaign in real estate digital space. The campaign is not only unique in its concept but also forms an instant connect with the viewers by empowering them to choose how they want to interact with the video content. Working on campaigns like #AWonderfulWorld motivates us to think outside the box and build path breaking campaigns for our clients.”

    Lodha Group CMO Viral Oza said, "At Lodha, it has always been our endeavour to build enriching lifestyles through our products and services. In keeping with that endeavour, Upper Thane brings to Thane, a world-class lifestyle with everything one could dream of. This interactive micro-series in an engaging format helps us bring alive this wonderful life at Upper Thane to the customer."

  • Mivi, Dentsu Webchutney introduce #EndTheTangle campaign on Instagram

    Mivi, Dentsu Webchutney introduce #EndTheTangle campaign on Instagram

    MUMBAI: To create awareness about its range of wireless earphones, Mivi has released a new interactive campaign on its social media page called #EndTheTangle, created by Dentsu Webchutney. It asked users to untangle a pair of tangled earphones using Instagram’s ‘Save to Collection’ feature.

    If users saved the images from the Instagram grid of a pair of tangled earphones in the right order in their saved folder, they got the chance to win 5 Mivi Conquer Wireless Earphones. Dentsu Webchutney’s innovative use of Instagram resulted in an outpour in response, with over 15000 entries in 3 days.

    Dentsu Webchutney, Bangalore client services director GD Prasad said, “The insight was dead simple – people dislike untangling earphones. The team has delivered a lot of Instagram innovations this year and we’re glad to see people participating with enthusiasm on each and everyone.”

    Mivi.in CEO and founder Viswanadh Kandula said, “We wanted to change how audio brands interacted with their audience on the internet, and at the same time, how the audience experiences our products. The current generation looks at exciting experiences around product launches. With #EndTheTangle, we managed to capture our audience with an experience that perfectly captured their everyday struggles. Since we have exciting products in the pipeline for 2019, Dentsu Webchutney has gotten us off to a flyer.”

  • IFC, Karo Sambhav launch “E-waste Hum Le Jayenge”

    IFC, Karo Sambhav launch “E-waste Hum Le Jayenge”

    MUMBAI: International Finance Corporation, a member of the World Bank Group, and Karo Sambhav, a tech-enabled Producer Responsibility Organization (PRO), have collaboratively launched a consumer awareness campaign titled ‘E-waste Hum Le Jayenge’.

    The campaign has been designed by J Walter Thompson and aims to create top-of-the-mind recall by building relevance for Indian consumers while providing a clear call-to-action to dispose e-waste responsibly through e-waste collection channels set up by Karo Sambhav.

    J. Walter Thompson, Delhi managing partner Joy Chauhan said, “E-waste management is a complex ecosystem with multiple stakeholders, involved in the generation of e-waste and its unsafe disposal. Our campaign’s objective was to cut through all segments in a way that is simple to understand and easy to follow.  To resonate with all the different stakeholders and the public at large, and to reframe the technology/environment conversation in order to make it more exciting, more relevant and more engaging – we took to pervasive cinema culture of India. We believe it would help create a positive dialogue for the program and bring the issue to fore.”

    Karo Sambhav founder Pranshu Singhal said, “Discussions on e-waste management have largely been confined to experts and industry stakeholders and it is yet to become a mainstream topic. We need to engage creatively with people and drive long-term behavioural shifts. This campaign aims to build an e-waste movement in India.”

    IFC’s India E-waste Program program manager Sarina Bolla said, “E-waste is the fastest growing waste stream globally; building awareness about proper management of e-waste is essential to meeting our goal of building a sustainable long-term solution for India.  The campaign will engage with multiple stakeholders to change how we address the current challenges in this sector.”

    The campaign will be promoted through digital, social media, and radio platforms to create widescale awareness around responsible and effective e-waste management across the country. The campaign will engage with individual consumers, bulk consumers (universities, corporates, etc.) and policy makers so that all stakeholders in the ecosystem can collectively address the e-waste crisis. The campaign will be initially promoted in Delhi, Chandigarh, Bengaluru, and Chennai and will be adapted in four languages (Hindi, English, Kannada, and Tamil) during the outreach.

    During the build-up to the campaign, a consumer immersion was undertaken amongst multiple stakeholders involved in creating, hoarding, and collecting e-waste. It was observed that not only  was awareness of e-waste management low but it also was fascinating to discover that people had an unsullied mindset, where they didn’t realise they were doing anything wrong by not disposing off e-waste responsibly. We needed an approach that would make people want to participate in the cause, create an intent to mend their ways and be more conscious of the right way to dispose of.

  • Motorola comes out with #TimeForJoy campaign on Christmas

    Motorola comes out with #TimeForJoy campaign on Christmas

    MUMBAI: Lenovo-owned mobile manufacturing company Motorola came out with a unique Christmas campaign urging people to maintain a healthy #phonelifebalance and to go beyond material gifts and shower their loved ones with something they would truly value – the gift of time.

    As a part of its festive #TimeForJoy campaign, Motorola asked users to pledge 60 minutes and share their own #TimeForJoy moment. Participation was made possible through many forums as people were asked to like, tweet, or comment with what they would like to pledge their 60 minutes to and how they would utilise this #TimeForJoy.

    For pledging their time, Motorola then sent a lucky few winners, gifts that would allow them to spend #TimeForJoy with their loved ones. This included assorted tea bags, board games, yoga mats, dinner, and movie vouchers amongst others.

    As revealed by the company, the campaign hashtag #TimeForJoy trended at #1 nationally and the campaign garnered over 9 million impressions and 1.5 million engagements. Overall, 24.8 million minutes were pledged by those who participated.

    The campaign also drove offline engagement, staying true to the core philosophy of #phonelifebalance by organising old-school dinner dates with couple bloggers who were challenged to spend 60 minutes with their partners without reaching out for their phones. With integrated efforts to congregate an actual change, Motorola additionally sent alarm clocks to influencers, as a reminder to make #TimeForJoy and each minute count. As the best way to celebrate is to connect with loved ones, even if it means disconnecting from phones for a while and striking much-needed #phonelifebalance.

    Minutes pledged towards meaningful interactions were collated on www.mototimeforjoy.com and updated real-time as users participated in spreading true Christmas cheer.

  • Social Kinnect partnered with Youva, Robin Hood Army to celebrate Christmas

    Social Kinnect partnered with Youva, Robin Hood Army to celebrate Christmas

    MUMBAI: Youva from Navneet Education Ltd partnered with Social Kinnect and the Robin Hood Army on the occasion of Christmas for the #MagicOfChristmas campaign. Social Kinnect conducted fun activities full of art, festivity and the Christmas spirit like drawing, singing and tree decoration with around 100 children from The Robin Hood Army NGO in Mumbai.

    Navneet Education Ltd director – stationery division Shailendra Gala commented, “Christmas is the day of giving and to celebrate love, togetherness, and community. Youva from Navneet has always worked towards empowering the youth in achieving their goals. We partnered with Social Kinnect to give the kids brought together by The Robin Hood Army gift hampers. It was great to see the enthusiasm among the little ones participating and celebrating the Christmas cheer.”

    Youva has earlier too celebrated festivals with the same zest. Recently Youva launched a special series of six Christmas Long Books. Previously, Youva came with some interesting themes like super vehicles, famous personalities, medieval towns and lesser known countries & all our important festivals – Diwali, Holi, etc.

  • Ola launches new campaign #PeekeMatChala

    Ola launches new campaign #PeekeMatChala

    MUMBAI: With New Year right around the corner, Ola has launched its new campaign to prevent drunken driving #PeekeMatChala. For the third consecutive year, after the initiative was first launched in 2016, Ola is pursuing its dedication to making roads safer through a social media campaign amplified with a series of awareness and on-ground activation drives at airports and malls across India.

    Continuing the fun approach to addressing the issue, this year’s edition of #PeekeMatChala takes a musical route through the launch of a captivating party rap. The platform has collaborated with Prabh Deep, an upcoming 23-year old Indian rapper known for his socially conscious rhymes, to create a rap song that aims at deterring people from drinking and driving.

    Speaking on the initiative, Ola senior VP Pallav Singh, “We are excited to launch the third edition of #PeekeMatChala in our ongoing efforts to rid the country of the perils of DUI. The holiday season is a time for fun and frolic, and hence we chose music as a medium to communicate the message of don’t drink and drive. With a catchy tune and easy to sing-along lyrics, party goers will be able to echo the thought of not driving under the influence of alcohol and take an Ola instead.”

    These activations are aimed at urging patrons to take a pledge to abstain from drinking and driving and party responsibly this holiday season.

    Set in an Ola cab, the video showcases the different antics people indulge in when drunk with the lyrics communicating the key message. Drawing on the success of previous editions of #PeekeMatChala, this video takes the same witty, creative and light-hearted approach to drive home the message of responsible drinking.

    Over the years, Ola has partnered with local authorities, industry bodies, bars, restaurants and influencers to discourage driving under the influence of alcohol. Previous editions of #PeekeMatChala saw online and offline initiatives being launched that promote responsible drinking which include setting up designated kiosks to facilitate bookings, sharing responsible drinking tips with consumers and launching engaging videos.

  • Canara HSBC Oriental Bank of Commerce Life Insurance rolls out new brand campaign

    Canara HSBC Oriental Bank of Commerce Life Insurance rolls out new brand campaign

    MUMBAI: Private life insurance company Canara HSBC Oriental Bank of Commerce Life Insurance has rolled out its brand campaign “Promise Kiya! Ab Plan Karo” for 2018-19. The new ad campaign will have three television commercials aiming at providing awareness and the importance of proactive planning for right solutions with respect to financial needs for retirement, child future, and unforeseen circumstances.

    Conceptualised by Leo Burnett, the campaign aims to cut across all target groups and age bracket between 20 and 55 while talking about individual protection plans, child future plans & retirement plans. The campaign also intends to provide brand awareness for customers of its partner banks and in open market. The campaign will be aired on leading television channels across entertainment, movies, infotainment & regional genres and as well on various digital and social media platforms from 28 December 2018 for 10 weeks.

    Launching the brand new TV campaigns, Canara HSBC Oriental Bank of Commerce Life Insurance managing director and chief executive officer Anuj Mathur said, “Life Insurance is not just merely a product; it is a promise which a loved one makes to someone whom they want to be secured for life and get all aspirations fulfilled. We at Canara HSBC Oriental Bank of Commerce Life Insurance value the promises of our customers and intend to partner with them in this journey of fulfilling promises."

    Canara HSBC Oriental Bank of Commerce Life Insurance chief distribution officer Tarannum Hasib  said, "Our brand campaign in January, 2018 marked a phenomenal response from our audience where we had launched our new brand essence “promise” and our tagline “aapke vaade, sar aankhon par”. Now with “Promise Kiya! Ab Plan Karo”, we want to inspire audience to plan proactively to fulfil the promises to their loved ones and how we can partner with them in this journey. "

  • Kesh King to launch TVC featuring Sania Mirza

    Kesh King to launch TVC featuring Sania Mirza

    MUMBAI: Kesh King, the ayurvedic hair care solution range, has announced that it will soon roll out a new television commercial featuring ace tennis player Sania Mirza. The TVC, being Sania’s first post-childbirth, will show her talking about how Kesh King helped in reducing post-pregnancy hair problems like rough and dry hair, and hairfall.

    Commenting on the association, Emami Limited director Priti A Sureka said, “Kesh King is a trusted natural haircare solution. It has always been a reliable brand for its consumers over the years. We understand that post-childbirth most women go through both physical (hormonal) and mental changes that are unique to each woman.  Hair fall is a major manifestation of that physiological upheaval causing a lot of mental distress to the new mother. Sania’s endorsement of Kesh King relieving her from her post-pregnancy hair fall is a big boost for the brand and vindicates our claim to be the ultimate solution to hair care woes. We are very happy to see Sania in her new role as a mother and wish both the mother and the child a very healthy and prosperous future.”

    Kesh Kind brand ambassador and eminent tennis player Sania Mirza said, “Motherhood has truly been a blessing for me. But I experienced hair fall combined with dry, lifeless hair after the birth of my child. I then came to know that this is a common and persistent post-pregnancy problem that exists among women and I wish to sensitise them of the best solution available in the market. Kesh King has stayed true to its claims and my hair fall has reduced remarkably. It is nothing short of a miracle!”