Category: Ad Campaigns

Big B launches campaign for Lux Inferno ahead of winter

MUMBAI: LUX Industries manufactures more than 300 products across 14 brands under its belt, such as Lux Venus, GenX, Lux Cozi, ONN, Lyra, Cott’swool, Inferno etc.

Now the company has announced its new range of Lux Inferno thermal wear collection. With winter just around the corner, keeping in mind the seasonal demand, Lux has reintroduced the brand Lux Inferno, endorsed by Bollywood legend, Amitabh Bachchan, in an all new avatar in the advertisement, where he takes selfies with the Eskimos.

Lux Industries is offering its customers with the entire range of Lux Inferno, crafted with double layer knit and warmth retaining fabric which soothes one’s body. The range is available for men, women and kids at an attractive price point. The body warmer comes in dark grey shade in long round neck top, as well as soft thermal trousers. Lux Inferno comes prepared with the body warmer designed as an undershirt and under pant. Lux Inferno provides an amazing and soft experience without any itching or irritation and as well as coming in various sizes from 75 – 100 for the customers.

Lux Industries senior vice president Udit Todi says, “Lux Inferno has earned the trust of the consumers over the years. Besides providing comfort from the chilly winters in North, West and Eastern India, it has a definite style factor which has been liked by all. We have worked on the material and made it more soft and light which makes it easy to wear undershirt or trousers. The thermal wear range from Lux Industries contributed 10 per cent last year to our overall sales and we foresee a lot of potential in this market segment this year as well.”

Lux Industries senior vice president Saket Todi adds, “Continuing the brand promise of comfort, style, quality and affordability we are confident that the entire winter wear range of Lux Inferno will strike a chord with our target audience and satisfy the consumers on these parameters. We are proud that a legendary actor and personality like Mr. Amitabh Bachchan has agreed to endorse our products. This association will help us make further inroads in tier II and tier III towns which are a part of our strategy to maintain steady growth.”

The price range of men uppers and lowers starts from Rs 273, the range for women starts from Rs 255 and that for kids Rs 90 onwards. Besides retailers, the new range of Lux Inferno will be available on e-commerce platforms such as amazon.in and flipkart.com

November 12, 2018
Bisleri says not every bottled water is Bisleri

MUMBAI: Bisleri, India’s most trusted and No.1 bottled water brand, is back with a new campaign. Known all over India, as the brand that pioneered the concept of bottled mineral water in 1969, Bisleri has been a symbol of purity for the past 50 years, winning the trust of millions of consumers–to such an extent that it has become synonymous with the category.

While that has been a mark of success for Bisleri, increasingly, it has also posed a challenge. Often consumers ask for Bisleri but settle for any bottle of water handed to them by the retailer. Through this new campaign, Bisleri wants to reinstate the trust of the consumers and seal the preference for the brand.

Bisleri’s latest campaign, ‘Har Paani Ki Bottle Bisleri Nahin’ addresses this issue in a unique and creative manner and conveys the message to the consumer that not every bottled water is Bisleri.

To drive home the message of ‘insist on Bisleri’, the creative agency, Soho Square, Mumbai, put a unique spin on it. They chose brand ambassadors who only choose Bisleri despite the scarcity of water in their habitat–camels. In a series of three entertaining ads featuring camels the creative team brought to life the story the brand has been wanting to share for years–not every bottle of packaged water is pure, and none of them, apart from the brand itself, is Bisleri.

Slated to be a 360-degree integrated campaign, the first phase of the campaign will rely heavily on television and digital platforms. Through this campaign, Bisleri aims to engage not just with the masses, but with the younger consumer as well.

Bisleri International director of marketing and business development Anjana Ghosh says, “Consumers feel that any water which is bottled is safe which is really not the case in reality. And hence, while they may ask for Bisleri, they settle for any brand that the retailer hands over to them. Every Bottled Water is not Bisleri and that there is nothing as good as Bisleri is the message that we would like our consumers to know. The task for us is to build preference and insistence for the brand. ‘The campaign stems from a very strong consumer insight and has all the right ingredients to help us achieve our objective.”

Soho Square ECD and creative head at Mumbai Anuraag Khandelwal adds, “This campaign has been extraordinary in every sense. From our choice of brand ambassadors to shooting with them in May in Rajasthan, it has been an unprecedented experience, both in terms of challenge and opportunity. Judging by the final product, we believe that now, India will insist on Bisleri!”

November 12, 2018
Exide Life Insurance urges to strengthen Diwali checklist

MUMBAI: This festive season, Exide Life Insurance took the unconventional route to reign in a Happy Diwali with its Zero Cost Term Insurance.

Through its latest video led campaign using digital and social media, Exide Life Insurance urged people to make it a time to contemplate and dispel darkness of ignorance by securing your loved ones. By adding adequate term insurance in your Diwali checklist so that your family remains protected.

The film tugs at the heartstrings, highlighting the idea of an unconventional inclusion in the Diwali Checklist – by securing financial protection for the family. The film shows a woman sitting and making a checklist for Diwali. She feels like her Diwali checklist is incomplete and asks her husband to take a look. The husband spots the missing link and adds term insurance to the checklist. The wife is sceptical of the purchase due to increase in the expenses and is surprised when the husband calls it as a Zero Cost plan. The husband goes on to explain how the plan can help secure their future during the policy term and on completion of the policy term, all premiums paid are returned. Hence, making the total cost Zero.

The first of its kind communication exercise using the concept of ‘Zero Cost Term Insurance’ was kick-started by Exide Life Insurance where its brand ambassador Mahendra Singh Dhoni was seen playing out the role of a new age insurance buyer who invests in a One Crore Term Insurance policy.

Taking a leaf from its predecessor, this new Diwali campaign is expected to garner viewership and interest from its audience.

November 12, 2018
Big Bazaar celebrates essence of togetherness

MUMBAI: The festive season of Diwali is a huge consumption occasion for any retailer, and with 220+ stores across India, it is of utmost importance to Big Bazaar. Historically, Big Bazaar has seen an increase in sales during the festive period across categories – fashion, food, home, electronics, to name a few, and the brand recognises that the opportunity to grow further is immense.

Big Bazaar’s ongoing campaign, ‘Har Tyohaar Mein Big Bazaar’ aims at reinforcing the brand’s understanding of India, her festivals and the nuances with which different groups across the country celebrate different festivals, such that it makes Big Bazaar a preferred destination for all festive needs/shopping.

As an extension of the campaign, the brand’s latest film celebrated the very essence of family and togetherness that forms the fabric of any Indian festival and brings to life the meaning of the true spirit of Diwali.

The warm, cinematic narration takes us through the journey of Jatin, a passenger in a delayed train who decides to not let the situation get the better of him. Instead, he strikes up a conversation with his fellow traveler to break the somber mood and offers him sweets from Big Bazaar. His little gesture sparks a chain reaction, with other passengers joining in and celebrating Diwali in the train itself, like one big family.

Penned by Rahul Mathew and his team, the lyrics of the background score resonate with the festive spirit of Diwali and the music, composed by Indian music producer, Sameeruddin, encompasses every mood in the film.

Apart from the film, the campaign consisted of a print, digital, radio and outdoor leg too.

Big Bazaar chief marketing officer Jishnu Sen says, “We at Big Bazaar believe that festivals; all of them are an intrinsic part of Indian life. So we celebrate all of them under one common thought of Har Tyohaar mein Big Bazaar. Diwali is yet another festival that’s important. We built a campaign on two truths. The first that a simple act of sharing a sweet and saying ‘Happy Diwali’ can bring untold joy. The second truth is that unfortunately, some people are not with family on Diwali. When you marry these two thoughts you get a magical tale of how a train full of lonely strangers transforms into a celebration of festive cheer.”

DDB Mudra group executive creative director Iraj Fraz adds, “The film celebrates the essence of togetherness during India’s biggest festival. It’s only the spirit of Diwali that can turn a train full of sullen strangers into one big family revealing in the festivities.”

November 12, 2018
Schmitten wanted people to see Diwali in a new light

MUMBAI: For Schmitten, Diwali is called the Festival of Lights for a reason. One of the most popular festivals in the country, Diwali marks the spiritual victory of light over darkness. Conventional Diwali commercials showcase this as a time to celebrate with the family. But with #AadhiAadhiDiwali, Schmitten Chocolates wanted people to celebrate the festival with their loved ones – especially the ones who are often not included in the celebrations of your immediate family.

An initiative by Schmitten Luxury Chocolates, #AadhiAadhiDiwali wanted to build a sense of belonging towards the family of one’s partner. The initiative wanted people to accept themselves as a member of their partner’s family, and create new memories with them, as if they were your own family. Schmitten believes in bringing you closer to every part of your family, which makes every occasion more memorable.

Schmitten Moments is a gifting pack with an assortment of Schmitten Luxury chocolates and Hoppits Chocolate bars. The brand believes in not only sharing sweetness but also sharing memories, thereby making every moment memorable. Schmitten believes that these wonderful moments last a lifetime – a thought summarized by its brand tagline “Moments Make Memories”.

According to Jayesh Desai, the founder and chairman of Rajhans (Desai-Jain) Group, the brand is breaking new ground when it comes to festival advertising. “Where every brand is riding on the festival season to deliver the same-old stories, Schmitten is creating new conversations, which will impact positively within the society and give Diwali celebrations a whole new meaning.”

Schmitten marketing head Rishabh Verma believes this initiative is the beginning of a cultural paradigm shift. “Usually, men do not look beyond their immediate family. We wanted to not only make men accept their responsibility towards their partner’s family, but also foster a sense of belonging. #AadhiAadhiDiwali is the beginning of a very poignant conversation that shall spark a new reason to celebrate Diwali.”

Envisioned by ADK-Fortune, a WPP group company, the campaign has already struck an emotional chord with its consumer base. Commenting on its success, national creative director Akashneel Dasgupta said, “It reminds you that when you share everything with your loved ones, why should Diwali be an exception? Diwali should bring together the entire family, which extends to your partner’s as well. Understanding this is key to building a healthier relationship. Not to mention, making new memories.”

ADK-Fortune managing partner Subroto Pradhan added, “Schmitten Moments is not just a premium gift offering. It also stands for creating lasting memories and celebration of togetherness. And what better occasion than Diwali to create moments that are memorable.”

November 10, 2018
Maruti Suzuki ARENA launches first brand campaign

MUMBAI: Maruti Suzuki ARENA has rolled out its first brand campaign. The creative agency involved is Dentsu Aegis Network’s Dentsu Impact. This customer-centricity has led to the birth of the Maruti Suzuki ARENA experience, which has been designed for the young and modern India. The production house involved in the making is Sitting Duck Pictures and produced by Sanjay Bhattacharjee, Sushant Desai.

With this campaign, they intend to build awareness about the new Maruti Suzuki ARENA while showcasing the dynamic, trendy, social and connected aspects of the experience.

As their longstanding partners, Dentsu Impact has been involved to create a seamless car buying experience at Maruti Suzuki ARENA by redesigning showrooms, introducing online to offline consumer journey, implementing new brand identity and creating content at various touchpoints across the showroom.

Speaking on the campaign, Dentsu Impact president Amit Wadhwa said, “Maruti Suzuki is the undisputed leader in passenger cars. And as a leader, it has been setting benchmarks across all aspects for its customers – design, technology, and experiences. Maruti Suzuki ARENA is one of the great milestones of Maruti Suzuki in India, and as their partners we are excited in being a part of this new car buying experience come to life through this campaign.”

Positioning Maruti Suzuki ARENA as a ‘car buying experience designed with you in mind’, the campaign line is ‘A destination called you. A feeling called Maruti Suzuki ARENA’. Bollywood actor Varun Dhawan is the face of the campaign.

Dentsu Impact national creative director Anupama Ramaswamy said, “Maruti Suzuki ARENA is a change which happens once in many years. In this case, it is not about a single purchase or transaction. Maruti Suzuki ARENA has been designed keeping the customer right at the center. This core thought is reflected in the campaign idea ‘A destination called you. A feeling called Maruti Suzuki ARENA’. The campaign is a celebration of the ARENA experience, which is trendy, connected and social.”

Maruti Suzuki sells its vehicles through 4 sales channels, the existing Maruti Suzuki Channel, Nexa, Maruti Suzuki Commercial and Maruti Suzuki True Value. And since its launch on 31st August, 2017, all the existing Maruti Suzuki Channels are now being revamped to Maruti Suzuki ARENA.

“The reason for choosing Varun Dhawan as the brand ambassador is that he is young, talented, extremely energetic and socially wired, making him the perfect fit for Maruti Suzuki ARENA,” Ramaswamy added.

November 9, 2018
Star Sports launches new campaign for ICC Women’s World T20 2018

MUMBAI: Star Sports has unveiled a new campaign for this year’s ICC Women’s World T20. The film captures the narrative of a girl who wants to play cricket, but is denied the opportunity at first, until she decides to take initiative and show her ability to the world.

The TVC, shot in Kashmir, highlights the emotions that girls across the world go through when it comes to stereotypes attached to playing sports. From being picked in the local Sunday team or getting the opportunity to play, girls are often left out, despite possessing the skills to compete.

Built on the core thought of letting the bat do the talking, “Ab inka balla bolega”, the campaign drives home the fact that anyone can excel at the world stage if given the right platform and opportunity, as seen by the ‘Women in Blue’ and their breakout run at the ICC Women’s World Cup 2017.

Apart from the TVC, the campaign also urges us to encourage talent with an equal lens, irrespective of gender in every sphere of life, by launching the #GiftABat movement.

The Indian women’s team, led by Harmanpreet Kaur, will face New Zealand in their opening game of the tournament on 9 November 2018. Besides New Zealand, Australia, Ireland and traditional rivals – Pakistan are the other teams pitted in the same group as India. Fans can catch all the action starting 8.30 pm on SS1 – SS1 HD and Hotstar.

November 9, 2018
Mondelez India lights up village of diya-makers this Diwali

MUMBAI: Festivals form an intrinsic part of the Indian culture. Mondelez India, with its spirited campaigns, colourful packaging and unique product formats has been at the heart of India’s festive spirit for over 70 years.

This year, Mondelez India brings alive the joy of goodness by bringing people together and strengthens relationships with a deep rooted mantra of generosity and making a difference to people’s lives. Just like no festival is complete without celebrations, Diwali cannot be revered in its true sense without illuminating our homes with diyas.

Surchand in Rajasthan is a village famously known as the village of diyamakers, while they have been lighting up our lives for 50 years, they themselves continue to live in darkness; until recently, when Mondelez India decided to install solar panels at their homes, ensuring that Diwali, the festival of lights holds true for every house in Surchand.

Mondelez India director of marketing (Chocolates) Anil Viswanathan says, “Cadbury is a brand built on the founding principle of goodness and generosity. The initiative reminds us of how any act of kindness, however small, can bring joy to people around you, thereby building on our strong proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. This Diwali, we hope to celebrate the generosity in everyone, showcasing how such moments go on to strengthen human relationships.”a

"Brand speak is no longer enough. If you really want to be a brand that matters, you have to be a brand that does. Cadbury has always had generosity at its core. So when Diwali came around, we discovered this village that makes diyas for a living, but doesn’t have electricity for most of the day. The irony was obvious. And the solution was too. What if we could light up their lives, the way they light up ours? From there it was only getting it done that was the hard part. And their reactions were totally worth the hard work,” adds Ogilvy & Mather executive creative director Neville Shah.

November 7, 2018
Swiggy shows the value of giving back

MUMBAI: Swiggy, India’s largest food delivery platform effortlessly sparks a new conversation this Diwali with a heart-warming film. Based on the deep-rooted tradition of “Diwali mein kisi ko khaali haath wapas nahi bhejte”, it traces a day in the life of a little boy who learns the value of ‘giving back’ while distributing sweets in his society on Diwali.

Through his eyes, we see the tradition for what it really is- a gesture meant to be extended to anyone and everyone. The little boy drives this value through a heartwarming gesture of offering sweets to a Swiggy delivery partner when the latter comes home to deliver their order.

Swiggy AVP marketing Ashish Lingamneni says, “Sab ke saath diwali is a concept that helps us add meaning to everyday relationships between consumers and our delivery partners. Diwali, a festival of giving and togetherness, became the perfect time to start that conversation. Millions of Indians interact with Swiggy’s delivery partners, what better occasion than this to make these interactions more meaningful”

Dentsu Webchutney senior vice president for client services Prashant Gopalakrishnan adds, “No visitor goes home empty handed on Diwali. A visit from a delivery partner needn’t be any different. The cultural insight of this tradition became the perfect tool to convey our message.”

The film is conceptualised and produced by Dentsu Webchutney in association with Frog Pond Productions, directed by Sandeep Yadav starring Palash Prajapati.

November 7, 2018
Vijay Sales brings back the ‘parampara’ of shopping this Diwali

MUMBAI: Leading electronics retailer, Vijay Sales, has released a one-minute video titled “Khushiyon Ki Parampara” to mark the beginning of the festivities as part of its Diwali campaign 2018.

Conceptualised by Network Advertising, the video showcases a family who on hearing about the discounts become ecstatic about shopping for their favourite electronics. The ad personifies the joy of Diwali shopping and highlights how the brand has helped maintain a family tradition of shopping at Vijay Sales each year to avail the sensational festive offers.

Through this campaign, Vijay Sales encourages customers to gear up for the festive season by shopping the sale and availing some of the best discounts on electronics in the market.

Vijay Sales managing partner Nilesh Gupta says, “Since the last 50 years, Vijay Sales has always celebrated Diwali by offering fabulous discounts to its customers. This is a tradition that we will always uphold. The Network team has done a great job in communicating the joy of getting amazing products at amazing prices – a sure shot way of wishing our customers a happy Diwali.”

Network Advertising chief creative officer Tanuja Bhat adds, “Vijay Sales has always stood for the human expertise that helps buy the best electronics. The film amplifies the delight every family member feels upon finding the products they love, at offers they enjoy.”

Vijay Sales was established as a partnership firm by Nanu Gupta, an entrepreneur with astute business acumen and foresight. From a small TV showroom in Mahim in 1967, Vijay Sales has long since evolved into one of Mumbai’s leading chain of electronic superstores, now having expanded to major cities across India.

November 7, 2018