ITV

Category: Ad Campaigns

  • RB partners with Government of Maharashtra to nourish 1000 villages across the state

    RB partners with Government of Maharashtra to nourish 1000 villages across the state

    MUMBAI: Reckitt Benckiser, world’s leading consumer Health and Hygiene Company, collaborates with Government of Maharashtra to help nourish mothers and children residing in tribal belt of the state and further improve their sanitation conditions. At a meeting held with the Chief Minister of Maharashtra, Mr. Devendra Fadnavis, RB presented a cheque for INR 13 crore towards Village Social Transformation Foundation (VSTF) to address a variety of determinants of malnutrition in children, adolescents and pregnant women in Nandurbar and Amravati districts of Maharashtra.              

    As per National Family Health Survey, around 38.4% children are stunted in Maharashtra; and about 40% are malnourished. As part of this association, RB aims to transform Nutritional status of children by a steep reduction of 40% in stunting and bring down childhood wasting to less than 5% by 2023.

    RB along with the Government of Maharashtra intends to develop a healthy environment for pregnant woman, mothers and children by providing them with facilities and services. It further wants to strengthen the existing infrastructure; with an appropriate birth preparedness and complication readiness, ensure WASH facilities at delivery points to providing breastfeeding pods for mothers in government health facilities, thereby creating a place for healthy growth.

    Commenting on the partnership, Rakesh Kapoor, CEO, RB said, “We are extremely proud to join hands with Government of Maharashtra in order to improve a grave problem which has led to poor Human Development Index of the state. At RB, we make conscious effort to drive behavior change and have been encouraging people to adopt better health and hygiene habits. As a socially responsible company, it becomes extremely important for us to improve and empower women and kids who are poorly nourished and provide them with a better infrastructure”.

    “With one in every third malnourished child residing in India, malnutrition is causing more than 50 percent childhood deaths, which is a significant percent. Our aim is to improve and build a better sanitation facility for people residing in tribal areas of the state and further provide them with better nourishment that could add to their health”, he further added.

  • Top Ramen shows a new way of eating noodles

    Top Ramen shows a new way of eating noodles

    MUMBAI: Dentsu India, the integrated full-service communications agency from Dentsu Aegis Network, has launched a new campaign for Top Ramen for its rapidly growing variant – Top Ramen Curry.

    Top Ramen is one of India’s leading FMCG brands under the noodle category.

    The brand is positioned to bring alive a whole new side of noodle consumption by communicating the product USP – the sauce. ‘SAUCY’ is meant to cater to the evolved taste of noodle lovers who like the taste and texture of curry. Top Ramen Curry also adds a unique texture to the food tasting experience with a flat noodle and is available in chicken variant as well.

    The film showcases a new way of eating curry noodles titled “Eat Saucy Style’’, which brings out the cheeky, naughty and fun side in all of us. The retro theme, the quirky music and the cheeky word play makes the film very catchy and interesting.

    Nissin India foods director of marketing Ryusuke Miyake says, “Top Ramen Curry /Chicken Curry with its evolved taste and texture – saucy and slurpy flat noodles, is perfectly suited for adult consumers. Hence the showcase of playful grown-ups enjoying their noodles in a new style, and hence the tagline – “Eat Saucy Style.”

    Dentsu India CEO Simi Sabhaney adds, “We started with taking ‘Saucy’ seriously. We ended up making it seriously funny.”

    Dentsu India executive vice president Samrat Chengapa mentions, “A few funny jokes, watching a 70s flick, a great tasting saucy noodle and a client with a sense of humour. Voila!”

    The film is currently being broadcast on television as well on digital platforms.

  • Lifestyle launches new TVC to showcase latest collection

    Lifestyle launches new TVC to showcase latest collection

    MUMBAI: Lifestyle has launched its new creative campaign ‘#GotIt’ and embraces the defining moments of fashion and great style that resonates with the uber-cool, urban youth. Inspired by the attitude and global spirit that empowers the generation, the TVC taps into the youth lingo of ‘#GotIt’.

    The campaign also reaffirms Lifestyle’s commitment to the latest trends and the best of fashion with a curated collection designed for incredible experiences.

    #Gotit seamlessly brings to life trends across all touch points of every fashion journey – including online, mobile, in-store, and social media. The TVC is highly styled, recreating the choices that await us at Lifestyle – an exploration of the different avatars leading to the thrilling ‘#GotIt’ moment. Keeping in tune with contemporary fashion and visual storytelling sensibilities, the brands latest TVC plays out Lifestyle’s curated collection in an impactful and engaging way.

    On the TVC launch, Lifestyle senior vice president marketing Srinivas Rao says, “Our youth-centric campaign aptly named #GotIt showcases some of the biggest fashion trends of the season from across the globe. The collection is versatile and designed keeping in mind the consumers' partiality towards experimenting with their looks, their affinity towards social media and expressing their individualism. The TVC reiterates Lifestyle’s positioning as a young, fashionable brand in the minds of the evolved omni-channel fashion shopper.”

    Bedazzled with a surrounding mirror effect, the TVC highlights both the clothes and the characters, representative of the myriad of styles and varied segments of the fashion-conscious consumer, who shop at Lifestyle.

    Signifying an immersive fashion experience, the high impact TVC captures the elation of finding the right outfit or ensemble as consumers indulge in the power of choice that Lifestyle offers through a curated collection.

  • Axis Bank sends its senior citizen customers to flashback in new campaign

    Axis Bank sends its senior citizen customers to flashback in new campaign

    MUMBAI: Axis Bank has recently launched 'Flashback' – a film festival exclusively for its Senior Citizen customers. Promoting this innovative initiative, Lowe Lintas Mumbai has conceived a gentle and heart-warming campaign.

    Across categories, campaign ideas and films targeting senior citizens revolve around subjects like pain, senility, sadness, fear and uncertainty. Flashback, with its cheerful undertones, is far from any of that. This is an initiative that aims to not just strengthen but invigorate the bank's relationship with its senior customers. In a simple initiative to bring back the joy into the senior citizens' lives, the bank tied up with INOX to screen old Bollywood classics across 8 cities in India.

    As a customer base, senior citizens are very important and substantial for Axis Bank. In the past, the bank has undertaken various initiatives for them like conducting complimentary health checkup camps or creating no-queue and special seating facilities for senior citizens at their branches.

    Speaking on the launch of the campaign, Axis Bank CMO Asha Kharga says, “Senior Citizens are a very loyal set of customers and we take pride in our long and fruitful relationships with them. They enjoy walking into our branches not just for their banking needs but also to chat over a cup of tea with our staff. While we organise health check-ups and financial advice sessions, we felt we must create a special experience that makes them feel young all over again. ‘Flashback Film Festival’ has been designed as a unique engagement program to enable our senior customers to re-experience their youth. We tied up with Inox to revive some Bollywood classics and organised screenings of their favourite movies across 8 cities. The experience was replete with vintage cars and old-world refreshments to make it come alive. In a very youth-focused world, small acts like these make a big difference and the feedback from our senior customers has been really heart-warming.”

    Lowe Lintas chairman and chief creative officer Arun Iyer adds, “Flashback film festival’ is about screenings of old Hindi classics with an intent to engage with senior citizen customers of Axis Bank to strengthen the relationship with them beyond banking needs. The task for us was to communicate about this event. Working on the campaign, we came across this observation – If you see our parents today or any older people, leading a retired life – they have a very set pattern, their routine does not change much. With Flashback film festival where the senior citizens would be invited for yesteryear movie screening, it would not only take them back to their younger days but also out of their routine life.”

    The campaign film is promoted online and offline.

  • V-Guard launches campaign for its long lasting wires

    V-Guard launches campaign for its long lasting wires

    MUMBAI: How often have we smiled after watching a TVC? It is very heart-warming to see commercials which connects with you on a different level.
    V-Guard has launched its new category proposition for wires – ‘Long Lasting Wires’. The proposition has a larger context. It leverages V-Guard’s recently unveiled vision of bringing home a better tomorrow on the one hand and on the other hand V-Guard’s hard earned equity of making products that just do not stop working, like its ubiquitous stabilisers.

    A campaign designed to garner traction for the category takes an empathetic and warm approach to connect with consumers through the communication.
    But instead of just airing the film as a TVC, V-Guard decided to try its next experiment. It decided to launch the communication exclusively on Facebook. It began by asking its Facebook fans to complete the story from the audio-visual clues unveiled in two sets of clues. And then followed up by unveiling the complete film and is planning to follow through with a set of posts and animated gifs that celebrate the unending cycle of human life, the longest lasting bridge, longest lived empire or even the longest living tree.

    Along with the TVC, the new category proposition of long lasting wires is also being promoted through outdoor, BTL and Point of Sale (POS) activities. Further, a microsite has also been created as part of this campaign.

    Speaking on how the 40-year old company walks on a road less travelled for its approach in marketing campaigns, V-Guard VP and head of brand and communications Nandagopal Nair says, “Wires being a low involvement category, we were seeking a new conversation that will differentiate our brand from the rest of the category. After considerable research with both consumers and influencers we arrived at the long-lasting proposition. We were bang in the middle of the new journey of the brand and the brief to the agency was to create another endearing piece of communication that will give a new meaning to V-Guard wires, using the new proposition. We believe that the new communication created is warm, emotional and ties in with the new brand values and will create a differentiated positioning for V-Guard wires.”

    Commenting on the campaign Ralph & Das CEO and strategic head Kaustav Das, the agency behind the work adds, “This is a unique opportunity we had to do justice to. Rarely does one arrive at a discriminator as sharp, simple and single minded as Long Lasting Wires.”

  • Jaslok Hospital teaches people how to perform CPR on infants

    Jaslok Hospital teaches people how to perform CPR on infants

    MUMBAI: On World Heart Day, Jaslok Hospital partnered with Dentsu Webchutney, the creative agency from Dentsu Aegis Network, to create an interactive post and teach people the difference between two CPRs.
    The post offered a chance to users to not just learn but also practice infant CPR.

    Thousands of infants need CPR every year. Delay in help leads to several complications that sometimes even prove fatal. There are many things that could trigger the need of an Infant CPR like choking, suffocation, electrical shock and asthma to name a few. Thanks to movies and media, most people know how to perform a CPR on an adult. However, very few know what to do when an infant needs one. Most people are unaware that adult CPR doesn’t work on infants. In fact, it can be more dangerous than helpful.

    Jaslok Hospital and Research Centre COO and CMO George Alex says, “Jaslok Hospital stands for health and wellness. Sometimes it is small things that make a huge difference. We want people to be aware and educated about such things. Infant CPR is one such thing. It has never got much attention and we thought that there’s no better time to talk about it than World Heart Day.”
    The interactive post puts users in a situation where an infant named Noni is in dire need of a CPR. The post gives people two choices of CPR – First, adult CPR and the other Infant CPR. Most people opt for adult CPR icon because of familiarity. The post then shows them the right way to perform a CPR on an infant.

    Dentsu Webchutney CCO and co-founder Sudesh Samaria adds, “New age parents are very hands on. They are so much more aware and conscious of choices they make for their kids, it is rather surprising that Infant CPR doesn’t get its due even in today’s age. This initiative puts the focus on infant CPR that can save many lives.”
    The post is mobile first and is available on both android and iOS devices. It uses different yet relevant technologies on both the platforms. Haptic Feedback Technology is being used on android powered devices, while on iPhone, the technology being used is 3D Force Touch and Pointer Pressure. The technology used almost replicates the real life experience of performing an infant CPR.
    Dentsu Webchutney executive vice president Gaurav Soi mentions, “CPR has been a part of popular media. It is great that people know how to perform it on an adult. The biggest misconception however, is that it is the same for everyone. With this initiative, we are trying to debunk that myth. This post busts myths, educates and gives a chance to master the skill, all at the same time.”

  • Ranveer Singh shows how Nerolac Paints are also on your car

    Ranveer Singh shows how Nerolac Paints are also on your car

    MUMBAI: Paint company Kansai Nerolac Paints has launched its new corporate brand campaign, featuring its newly appointed brand ambassador, Ranveer Singh.

    The campaign revolves around a powerful message of Nerolac Paints being already present in homes in many different forms that protect and beautify household belongings, thereby choosing Nerolac to adorn the walls as well.
    The campaign emphasises on the presence of Nerolac Paints in various products in a household bringing to life the thought of ‘Little Bit of Nerolac’. With a hilarious comic twist, brand ambassador Ranveer Singh, who plays a role of a common man is seen enlightened by his wife and friends to an astonishing fact that a notable number of automobiles white goods, etc. in India are painted by Nerolac Paints. The campaign thus reinstates the idea to bring Nerolac Paints on the walls as well for long lasting beauty and shine.

    The creative has been ideated by FCB ULKA under their national creative director Keegan Pinto and directed by Shujaat Saudagar.
    Kansai Nerolac Paints head of marketing Peeyush Bachlaus says, “The new campaign focuses on the idea of giving our consumers, a thought of re-looking at their household products like refrigerators, cars, washing machines etc. with a perspective of Nerolac’s everlasting shine on it. And gradually shifting their attention to the walls that need a stylish makeover too, with Nerolac Paints. Ranveer Singh’s vivid and energetic personality resonates well with the thought and reflects the transformation just right – humorous and witty, yet prominent.
    Performing persistently in reinforcing its position as one of the best Indian marketers in the category, Kansai Nerolac Paints has been at the forefront of paint manufacturing for more than 90 years pioneering a wide spectrum of quality paints.

    The company manufactures a diversified range of products ranging from decorative paints coatings for homes, offices, hospitals and hotels to sophisticated industrial coatings for most of the industries. Nerolac Paints as a brand has always stood for joyous transformations of the home. FCB Ulka Mumbai president Kulvinder Ahluwalia adds, “For over 9 decades, Nerolac , has been a remarkable part of the paints industry. It is a leader in paints across a variety of product lines. So much so that a staggering number of vehicles, white goods, two wheelers in India are painted by Nerolac. With this campaign we are aiming to bring alive that Nerolac is already present in your homes in many different forms protecting and beautifying your products, then why not choose it to revamp the walls of your house as well. Bringing in Ranveer Singh is a conscious decision to enhance the brand appeal and to complement its evolving philosophy.”

  • Jabong launches campaign to promote ‘What’s In’

    Jabong launches campaign to promote ‘What’s In’

    MUMBAI: Jabong, India’s leading online fashion brand, has launched a digital-led marketing campaign to promote the ‘What’s in’-a festival celebrating the launch of its Autumn Winter-2018 collection.
    Set in a metaphorical fashion street, viewers witness a group of highly fashionable young men and women, jaywalking across the lanes and revealing some of Jabong’s finest collection of the season. Quick shots and edits from multiple locations allows the film to showcase a wide variety of latest global styles and trends, exemplifying ‘what’s in’ and fascinating the viewer.
    The 45 second video has already garnered 23 million views on You Tube so far, making it one of the most popular and successful campaigns.

    The campaign is supported by high impact and frequency mediums like radio and outdoor in key cities, further amplifying the reach of the campaign theme and message. The brand also collaborated with leading fashion magazines like Vogue and Cosmopolitan to showcase the latest collection handpicked by the fashion experts.
    To celebrate the onset of the new season, Jabong has added 50,000 new styles from the biggest global premium brands to offer its customers the best of latest trends from across the world. The fashion brand has also added 25 new global brands to add more freshness to its existing vast array of brands promises to meet one’s every need whether it be formal, sports, casual, ethnic to even footwear, watches, makeup and beauty.

    Jabong head of brand Gaurav Kackar says, “We are excited about the onset of the new season and the What’s In Festival is the manifestation of that excitement. The 5 day carnival celebrates the latest in global fashion. During these 5 days, Jabong will launch and offer the Autumn Winter collection of some of the biggest global brands. The marketing campaign is focused on bringing forth the new trends and styles to our customers through relevant impact and frequency mediums. We recently launched our high-on-fashion digital film on YouTube that has already garnered close to 25m views in the last 2 days.”
    The campaign is supported by OOH, Radio and influencer engagements to further amplify the message.

  • Greenply redefines ‘Sarbojanin’ this Durga Puja

    Greenply redefines ‘Sarbojanin’ this Durga Puja

    MUMBAI: Greenply Foundation wants the Kolkatans to sit back and take notice of its thought-provoking initiative this Durga Puja season aimed to make the celebrations accessible for all.
    Over the years, with the evolution of lifestyle, we have witnessed the transformation of the way Durga Puja is celebrated in Calcutta. While generations have amalgamated themselves into the revelries in whichever form it has been offered to them, the question which however arises is ‘Has the festival been able to make room for all over the years?’ Greenply wishes to bring forth a different perspective.

    The festival of Durga Puja that set forth in Calcutta sometime between the 16th and 17th centuries has gone on to become an integral part of a Bengali’s ethnic identity. Initially a property confined to the mighty and affluent zamindars of the state, with the conception of the ‘Sarbojanin’ puja it became an affair to be rejoiced by the common people as well. Sarbojanin was coined by blending two words which individually stand for “for all” (Sarbo) and “people” (Jan) respectively. The nomenclature signifies that the festival is an all-inclusive affair that people from all backgrounds should be able to take part in. But has the concept been justified?
    In a video spanning two very insightful minutes, Greenply takes the viewfinder around the city and captures what might be an eye opener for Durga Puja committees in and around Kolkata, irrespective of the grandeur it commands. The video features four citizens who may have been deprived of going out and soaking in the festivities due to physical limitations. While some are seen recollecting their younger days when they were not bound by limitations, some mention that since they are differently-abled, they have only ever been able to take part in Durga Puja through their television sets.

    These statements are followed by a message from Greenply which says that they have come up with the idea of a simple ramp made of plywood that will make the pandals a little more accessible, a little more wheelchair friendly. The structure which will be known as The Green Ramp will start its success journey by making the pandal of Badamtala Ashar Sangha a wheelchair-friendly pandal
    Further, to encourage more Pujo committees to follow in their footsteps, Greenply is inviting them to upload pictures of their pandals on social media (Facebook and Instagram) with the message: ‘Name of the Puja’ needs a ramp accompanied by the hashtag #pujoforall. Greenply will promptly send their plywood to build a ramp for their pandal. Pujo committees which have already planned the construction of ramps can upload a photo of their premises with the message: ‘Name of Puja’ has a ramp, accompanied by #pujoforall. Based on the information, a map with Ramp-enabled pujos will be published as a Social Media post by Greenply.
    This will help people who’ve been unable to visit pandals discover Pujos they can have access to for a hassle-free pandal hopping experience.

    Greenply AVP and head of marketing Kamal K Mishra says, “This flip side of the festival has moved Greenply to turn things around for the people who share a similar fate with the ones we have featured in the video. Greenply aspires to be much ahead of ‘No. 1 plywood manufacturing company’. We have had our ways of giving back to the community over the years. This was the least we could do considering the sentiments of the residents of Kolkata towards the festival. I am certain that pandals across the city will share our empathy and compassion towards the cause. Hopefully, they will welcome this initiative and take it ahead for years to come.”

  • Kellogg’s India new video for BLUSH features Sania Mirza

    Kellogg’s India new video for BLUSH features Sania Mirza

    MUMBAI: There is no limit to what a child can achieve as long as there is confidence and determination, along with the love and support of parents willing to be the wind beneath their wings.
    Culture Machine’s digital channel Blush, along with Kellogg’s India collaborated with tennis trailblazer, Sania Mirza. An expectant mother herself, Sania, sends out a message on liberating children of expectations and setting them free to be individuals of their own choice.
    In an honest and heartfelt narrative, Sania dispenses advice to her soon to-be-born baby. Whether it is rejecting gender norms and stereotypes, shrugging off the pressure that the child might be faced with because of his or her famed parentage, or that of having the conviction to choose their own calling. In this video Sania echoes the notion of many other mothers like her, who believe that a child should be free to choose his/her own path.
    For the first time we see Sania not as a tennis player or a cricketer’s wife, but just another mother.

    Kellogg’s India director marketing CMO Sumit Mathur says, “Today’s generation is living in a disruptive entrepreneurial age. The barometer that defined the norms of success and achievement in the society has moved away from conventional careers to people following their own passions. Kellogg as a brand, truly celebrates this rejuvenated mind-set of people who strive towards a better day and a better quality of life. I feel our brand partners in their daily triumph of eating better by providing them with the right nourishment for their day. Therefore, when I came across this opportunity, I thought it was a great way to celebrate #NourishYourDreams where a mother reassures her future child that she will continue to nourish his/her dream despite pressure from peers and society.”
    Culture Machine vice president for brand solutions Sharique Khan adds, “It is natural to be guided by parents, because it is first from them that the child learns about themselves and their world. However, if the parent doesn’t encourage the child to find a voice of his/her own as they grow into adults, it limits the spectrum of their experiences in life. And it is this connection, between parent and child that harmoniously brought Kellogg’s vision, Sania Mirza’s personal philosophy, and the storytelling of Blush together for this video.”