MUMBAI: Promoting ‘Start a Little Good’, the CSR initiative of Hindustan Unilever Ltd, Ogilvy Mumbai has created a thought-provoking film centred on water conservation.
Produced by Little Lamb Films, the film opens on an urban shower booth in the middle of a rural village. A villager steps inside out of curiosity. He turns on the shower and to everyone’s surprise, he starts drinking the water to quench his thirst instead of taking a bath. One by one, all the villagers queue up to drink water from the shower. The juxtaposition thus beautifully highlights the value of water and the need to conserve it.
Ogilvy India vice chairman and group CCO Sonal Dabral said, “When a powerful initiative, like ‘Start A Little Good’, meets a fresh creative thought, the result is pure magic. ‘The Shower’ is a great example of the impact cut-through creativity can have in promoting critical issues like water conservation. Kudos to HUL for all the work they are doing in this area to help improve the lives of millions across India. Proud of our teams at Ogilvy for creating this brilliant moving evocative piece of work.”
Ogilvy India (West) chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha noted, “Unless we understand the value of water, we will not be motivated to save it. This is the simple insight we had when we started to think of this film. From there came the idea of taking a city shower into a village and showing how almost half a village can drink water, in the time it takes one city dweller to take a shower. If the film punches our conscience, it is meant to. The society needs a mirror to see its behaviour and the film is holding up that mirror.”
MUMBAI: As a part of its “Main Se Hum” series, SBI Life Insurance has launched a Christmas campaign that led focus to the activities of Robin Hood Army (RHA) through a film produced by WATConsult.
Over the course of the film, SBI Life fed over 200 underprivileged children and homeless adults, covering several sections of New Delhi with blankets as well. The Robin Hood Army's activities are intertwined deeply with the values of the 'Main Se Hum' campaign as well as the Christmas spirit of joy and benevolence.
RHA traces its origins to New Delhi—started with a team of only 6 people in 2014, it is now an international organisation spanning 12 countries and several Indian cities. Its key purpose, as covered in the film, is to take excess food from sources like restaurants, events, corporates, and individuals and redistribute it to deprived sections of society. Around winter and Christmas though, they also distribute blankets and organise fun events for the children they work with.
MUMBAI: Last year, Manforce Condoms took the internet by storm with its campaign #ShutThePhoneUp. It was an extension of what the brand always stands for – safe sex. The campaign aimed at driving awareness about the risks associated with recording one’s private moments on the phone.
In 2017, the campaign video showed how losing a phone can be a nightmare for a newly-married couple. This year, the brand continued the conversation by talking about how deleted data can be retrieved and jeopardize everything.
The campaign’s first edition was driven and symbolized by the oath of putting a condom over the phone. It became a social movement that was supported by millions of Indians and became a topic of national debate. This year’s campaign execution caught fire right from the get-go. A blurred MMS of a couple making out was circulated among the masses with the communication, “this could have been you”, to reaffirm the possibilities of data retrieval and leakage. The audience were immediately awakened and understood the message with the video’s engagement crossing the 13M mark.
Furthermore, the teaser established the premise for this year’s oath, which saw an even bigger response. Several users chose to take the oath to #ShutThePhoneUp by covering their face with their hand that read “this could’ve been me”.
In addition to the oath, the brand with its initiative, facilitated the victims of voyeurism with a voice. They came forth and shared their experiences to warn couples from using their phones, while they are together.
In addition to spreading awareness, the goal of the campaign was to offer a solution to people who have already used their phone for clicking images and recording videos. Manforce Condoms curated a page with all the information essential to #ResetItRight on their official website. Cashify, an online re-commerce platform supported the campaign. They directed their ground-force to confirm with the sellers that the phone is completely formatted and encrypted, before they collected it. It was all done to ensure that no data remains on the phone, to avoid further consequences of the data falling into the wrong hands.
“People need to realize that apart from social networking, there is also a dark side to technology. Tools that are used to retrieve deleted data, can be used for unethical purposes, like retrieving compromising information. This information had to reach people. From circulating the MMS to encouraging people to take up the oath and then onto enabling them to #ResetItRight, we aimed at informing people that regardless of the safety tools, apps & mechanisms, their safety lies in their own hands and nowhere else. The center of it all was driving the main message of preventing people from shooting that MMS, and to #ShutThePhoneUp,” said Shradha Agarwal, COO & Co-Founder, Grapes Digital.
Speaking on the occasion, Rajeev Juneja, CEO, Mankind Pharma, said, “We always strive at bringing about a social change and drive awareness towards ‘safe sex’. But the sexual experience is no more limited to physical intimacy – we can all become victims of voyeurism in some form or the other. It must be understood that the only way to stay safe from voyeurism is by not recording videos or sharing risqué images at all. The campaign needs to reach as many people as it can and for that we request the people of the country to come out in support and take the pledge to #ShutThePhoneUp.”
Manforce Condoms, has once again been successful in highlighting the real issues and making people aware and more responsible with their campaign, #ShutThePhoneUp.
MUMBAI: Mobile wallet service provider, True Balance made Christmas merrier for the underprivileged this year as its team decided to celebrate the festival of joy with them.
With the theme – “Christmas for a Cause, be a True Santa”, the team of True Balance gave warm food and blankets to the homeless and needy people on the streets.
The brand mentioned in an official statement, “Christmas is all about spreading love and joy and what can be more joyous for somebody than giving. Aptly titled—Be a True Santa This Christmas—the initiative has been taken by Balancehero India. The movement urges people to go out and donate warm clothes, blankets and food to the homeless.”
True Balance founder and CEO Charlie Lee said about the initiative, “The smiles it bought on the faces were priceless.”
True balance has also launched its first creative video on the initiative to spread the word and make people bring out the Santa in them.
MUMBAI: Dating app Tinder has rolled out its latest brand campaign ‘Adulting Can Wait’ to tap into Gen Z’s reality by establishing that pre-adulting life stage must be cherished and championed and not be underplayed as just transitional.
The Tinder campaign kick-starts with a digital video, and will be supported in the first phase by an outdoor and digital media campaign. The film has been created and conceptualised by J Walter Thompson, Delhi.
J Walter Thompson Managing partner Joy Chauhan said, “Young people would like to give choice a chance and see where it takes them. If only adulthood wasn’t looming. Tinder first released dating from its limitations and now it is empowering the young with control; to make discoveries, to meet people who open new doors, to explore a charmed life. Everyone has to grow up but why waste your ‘young’ in anticipation of it? This content just gives them that nudge with heart, humour and a lightness of touch!”
J Walter Thompson national creative director Sambit Mohanty added, “Tinder is more than just an app that enables 'dating'. It's a plethora of life experiences and a whole lot of fun. That's the spirit we wanted to capture with our new campaign – tailor-made for a young and restless generation that doesn't want to commit to adult choices.”
Tinder has also launched a specially designed OOH campaign, featuring recreated popular memes at key locations across metro cities.
Commenting on the campaign, Tinder India GM Taru Kapoor said, “Experiences in our early 20s serve as lessons in how to adult and eventually “settle down”. Growing up isn’t really optional, and we will achieve the goals that we seek and the ones we didn’t know we seek. We will all get there, whatever ‘there’ is. But until then, we want to celebrate the unexpected surprises at every corner – the craziness we will be nostalgic about sooner than we think, the relationships that will leave us better than they found us, the adventures that will make us challenge our own limits and the people who will leave an indelible mark on our lives.”
Taru further added, “Tinder represents endless possibilities where each right swipe opens up a new world of unique possibilities. Every swipe is a new connection, a potential epic memory or a valuable lesson in self-discovery. The film captures all the potential connections and social interactions, which eventually shape our worldviews as well as self-identity that Tinder can facilitate.”
MUMBAI: Onida , an Indian consumer durable manufacturer, is gearing up to release a new print campaign for its air conditioners with the slogan “Torture Tested Onida Inverter ACs” with its iconic devil personality.
Mirc Electronics MD Vijay Mansukhani said, “This is a strategic move to create dealer confidence of being the first mover in the AC space and to generate customer interest pre-season. We are confident that this preseason offer will bring maximum benefits to our channel and consumers. We deeply understand the Indian family and their preferences and place them at the forefront of our innovations and offerings.”
Onida has close to 50 types of air conditioners. At the core of the new AC ad are six products: Coral as principal, others being Wave, Regalio, Iris, Indium and Onyx. These are Internet-of-Things (IoT) and Wi-Fi enabled ACs with strong 4-way swing delivering an anti-fungal environment and using green eco-friendly refrigerant and 100 per cent copper coil.
The brand is focussing on print ad-campaign across leading TOI and other regional dailies in tier 2 and 3 cities like Ahmedabad, Baroda, Rajkot, Surat, Kolkata, Guwahati, Patna, Hyderabad, Vizag, Mangalore, Mysore, and Raipur. Besides very strong BTL activities have been planned with all the MBOs across India, to deliver the essence of the brand and enhance visibility.
MUMBAI: The Parzor Foundation and Madison BMB along with Bombay Parsi Panchayat, TISS, Mumbai, and Federation of Zoroastrian Anjumans of India launched three new “Jiyo Parsi” initiatives including ‘Jiyo Parsi Care’, ‘Jiyo Phase III Campaign’, and ‘Jiyo Parsi Calendar’.
The event also had a panel discussion called ‘Not Just Milk and Sugar’ with speakers like, Oxon scholar of Zoroastrianism Anton Zykov, Madison World Diversified Communication group executive director Lara Balsara and Isprava head of new business and markets Kaiyan K Mistree talking about the importance of the ‘Jiyo Parsi’ initiative.
Speaking on the occasion chief guest Nauheed Cyrusi stressed the importance of both the medical and advocacy components of the programme and was delighted at the concept of Jiyo Parsi Care. This, she stated, makes it a programme connected with every aspect of community life and provides hope for the future.
Parzor Foundation president and the driving force behind the Jiyo Parsi movement Shernaz Cama said, “The Parsi community is ever grateful to the government of India for recognising the declining population and coming forward with financial help. With the launch of Jiyo Parsi Care, Jiyo Parsi now offers a complete service for young people offering counselling, advocacy, persuasion, and financial help and support in both having a baby and looking after the baby and their family elders."
Madison World chairman Sam Balsara said, “This is arguably the most satisfying project and campaign that I have been associated with in my life. It has been my pleasure to lend my professional expertise, acquired over decades to my community.”
Madison BMB CEO and CCO Raj Nair said, “The Jiyo Parsi campaigns have always focussed on reviving the Parsi community by encouraging marriage, children, family values and togetherness. Finding life partners and having children is by no means simple, so the attempt is to help with whatever’s required, whether witty, cheeky conversation starters and/or art. With a desktop calendar, we hope our communication serves as a daily reminder.”
MUMBAI: Over the years, Bournvita Biscuits has become a favourite in the cookie category, successfully establishing itself as the “Subah ka biscuit” and a healthy partner to milk. Packed with ProHealth Vitamins and rich in the signature chocolaty taste, the brand is now taking this journey one step further by fostering progressive parenting, which has always been at the core of Bournvita’s communication. Their latest campaign ‘No More Excuses’ stems from real life insights when children resort to creative excuses to avoid eating anything that could be healthy.
Sudhanshu Nagpal, Head – Biscuits Category, Mondelez India said, “Since its launch in 2016, Bournvita Biscuits has provided an effective choice of delicious snacking enriched with the wholesome goodness of Bournvita, the drink Indian consumers have trusted for decades. The latest campaign on Bournvita Biscuits appeals to all progressive mothers, who believe in collaborative parenting. Since mornings are always hustled, leaving barely any time for kids to consume the right foods, Bournvita Biscuits will help moms provide the right start to their day giving them “no more excuse” to skip the morning snack.”
The TVC conceptualized by Ogilvy India begins with a mother bringing in a glass of milk to her son just before he leaves for school. To avoid this, the boy instantly comes up with a creative excuse. His mother, clearly familiar with her son’s antics, quickly reveals a plate with his favourite Bournvita Biscuits. Upon seeing this, the boy realizes what he has bartered away and immediately fixes the situation with another inventive excuse. As he grabs and relishes the yummy Bournvita Biscuits with a glass of milk, the mother is pleased that her son has started off his day with a healthy and delicious snack.
“The campaign plays on the insight that kids are most innovative when they want to get out of something. One of the things all kids want to escape is a boring breakfast. The film is simple, relevant, charming and brings this insight to life.” said Harshad Rajadhyaksha & Kainaz Karmakar, Chief Creative Officers, Ogilvy India.
MUMBAI: It isn’t India’s number one youth brand for nothing. One look at MTV’s latest trade campaign and you know why it leads the brat pack in both marketing and programming.
One message reads: “Cooking three billion Maggi packets and watching MTV takes the same time”. A video film goes on to explain how you can feed the whole of Pakistan plus Bangladesh by cooking for 1 billion minutes, but MTV is way bigger because it was consumed online for 6 billion minutes last year, which is also the time it takes to cook three billion packets of Maggi.
Another one states: “Fuel prices have grown but not as fast as MTV’s viewership”. Even here, MTV has trumped the ever-growing fuel prices by actually doubling its viewership over the past one year.
The third message goes: “The football World Cup was big – almost as big as the Roadies”. The film conveys how MTV Roadies was watched by 133 million Indians as compared to the 2018 Football World Cup which was viewed only by 111 million Indians.
A fourth one says: “MTV’s footprint is bigger than the population of the USA”. The video drives home the point that USA stands for everything big, including its population of 330 million, outdone only by MTV whose footprint is over 454 million.
All the messages have one goal – to make you believe that “It’s way bigger than you imagined.”
Having kicked-off on 12 November, the ad campaign, ran for three straight weeks across multiple trade agencies in Mumbai, Delhi and Bangalore. It involved the use of high-impact inventory such as cafeteria facade, LED wall branding, LED screens, lift branding, DIGIPODS and tent cards on every desk.
Held at the Group M Cafeteria in Mumbai and Delhi on 29 November and 30 November respectively, the campaign saw engagement through games, using a life-size JENGA and JALEBI that lasted for about an hour and a half.
Not only media buying agencies across India but also work spaces of major spend brands such asBMW, Ford, GSK, Google and Pepsi got a taste of MTV’s bigness.
While rival channels in the youth genre have struggled to keep the youngsters hooked, this dynamic channel from the Viacom18 stable has found the secret sauce. The fact that season after season of its top shows like Roadies and Splitsvilla keep returning goes on to show the channel’s proved it knows how to take the pulse of the youth.
MUMBAI: SIHASN, a premium luxury furniture brand, has launched their latest campaign – We Carry our Culture in our own Way commences on January 2019. Through this campaign, the brand showcases and promotes Indian culture by telling the story of Bombay – a melting pot of Indians from all parts of the country and walks of life; SIHASN – the one company that sources fabrics from all parts of the country, has successfully blended Indian aesthetics with modern furniture structures. Their products being modern and cosmopolitan, the brand has come up with a campaign video where they have covered the major parts of Bombay, from Linking Road in Bandra to the Gate Way of India.
Ganesh Shankar – CEO of SIHASN said, “We are very excited and delighted to bring out SIHASNs’ campaign; We Carry our Culture in our own Way. We source our products from all corners of the country – from the foothills of Nagaland to the salt floors of Kutch. The idea behind the current campaign is to bring out the superlative quality of our products by demonstrating how nifty and easy the folding chair is to carry around and by showing how anybody can sit on them anywhere.”
