ITV

Category: Ad Campaigns

  • Figaro’s ‘Battle of Minds’ campaign advocates use of olive oil in Indian cuisine

    Figaro’s ‘Battle of Minds’ campaign advocates use of olive oil in Indian cuisine

    25th September, 2018 Mumbai: Deoleo, India’s leading Olive Oil importer, today announced the launch of two new TV commercials (TVCs) for its most popular brand in India, Figaro. Going live on 28th September 2018, the TVCs showcases how Figaro olive oil is the healthy choice in a heart-warming and relatable concept themed ‘Battle of Minds’ that clears the myths around the use of olive oil in Indian cuisines. Figaro currently holds a leadership position with 19 percent market share in the olive oil segment in India.
    The storyboard of the TVC has a man and a woman debate with their good and wicked sides on whether they should switch to healthy eating or gorge on junk food. Figaro olive oil is then introduced relieving them of the hassle to decide on the right healthy choice bringing an end to the fight in their minds. The concept leaves the viewers with two powerful thoughts: ‘Eat to Live’ as the message to drive home the thought of living healthy with olive oil and ‘Simply Choose Figaro’ as the punchline that aims to tell us not to make a choice but simply reach out to Figaro for your daily cooking needs. This further establishes the fact that Figaro olive oil is the most trusted brand in India with the highest top-of-the-mind recall.
    Speaking on the launch of TVC’s, Susana Toribio Bustelo, Country Manager – India, Deoleo, said, ‘Figaro was launched in India fourteen years ago and it has the highest recall in the olive oil category. As we surround ourselves with making healthy choices, Deoleo aims to build the brand Figaro with focus on a strong sales force, robust logistics and distribution network. This TVC will only further strengthen our efforts in building the brand Figaro for our Indian consumers.’
    Satarupa Majumdar, Marketing Manager- India Operations, Deoleo, said, ‘India has seen a gradual but steady shift in the use of cooking oil in Indian cuisine right from the early 20th century till date. We have moved from using different kinds of oil including ghee, vegetable oil, sunflower oil and mustard oil but with the introduction of Figaro olive oil, Indian consumers have seen a tremendous change in the way they cook and undoubtedly, the credit goes to the health benefits that it provides. We are not only observing a huge trend but an increasing acceptance pattern of olive oil amongst consumers in India.’
    Ajay Uthaman, CEO and Founder of Bounce, the creative agency behind the TVCs, said, ‘As challenging as it was to talk about the health benefits of olive oil, it was also aimed at eliminating the misconception that olive oil is only for continental salads and pastas and highlight how it can be used for everyday Indian cooking. Creatively, we have tried to bring alive the perfect solution which is not to make a choice at all, but ‘Simply choose Figaro.’

    Links to the TVCs
    Version 1: https://youtu.be/SSgG8e-F2lk
    Version 2: https://youtu.be/UJohNCkcSjM

  • ixigo campaign targets gimmicky travel cash-back schemes

    ixigo campaign targets gimmicky travel cash-back schemes

    MUMBAI: Leading travel marketplace ixigo has launched new brand campaign, with the slogan #FullPaisaVasool across media.
    The campaign empathizes with travelers who receive a lot of cash-back money in their travel app wallets but then feel short-changed when they are not allowed to use most of it on their next transactions.
    On ixigo, travellers booking flights cannot only earn ‘ixigo money’ on flight bookings but also spend 100 per cent of their ixigo money balance on their next booking.
    Travelers have become disillusioned with gimmicky offers being run by many travel apps. Though a lot of cash-back money is promised, once credited, it cannot be used in totality on subsequent transactions. It also comes with several conditions attached to it. While many people now consider it as the new normal, ixigo’s campaign metaphorically highlights real life situations where the same behavior would be totally unacceptable!
    The central theme of the ads is Indian weddings. One situation for instance shows a newly married couple receiving a loaded shagun envelope, only to have most of the cash taken away from them immediately after the on stage photo-shoot. The situations used, then ask viewers the pressing question “Bura Laga?” to reflect upon how people feel when they can only use a small amount of the money from their travel app wallets.
    ixigo CEO and co-founder Aloke Bajpai adds, “Gimmicky travel cashback programs should not exist because they hurt the credibility of the entire industry. At ixigo, we believe in transparency as one of our core values, so it was natural for us to be disrupting how loyalty and cash-back works in our industry! We want every traveler to get 100 per cent value for their money by being able to use all the cash-back that they earn on their next flight booking, irrespective of which travel seller they choose to book the ticket from, on our app.”
    https://goo.gl/nnBq7A
    https://goo.gl/P2bebA
    https://goo.gl/mD5nHp
    Launched in 2007, ixigo is India’s leading travel marketplace, with a user base of over 100 million travellers. ixigo allows you to compare and book from 120+ travel suppliers and OTAs across flights, hotels, trains, cabs and destinations. The company’s investors include Sequoia Capital India, Fosun RZ Capital, SAIF Partners, MakeMyTrip and Micromax.

  • Britannia celebrates 100 years with 10 multimedia campaign

    Britannia celebrates 100 years with 10 multimedia campaign

    MUMBAI: Britannia is marking its centenary year with a multi media campaign aimed to connect with the very heterogeneous set of audiences that its brands cater to. The campaign consists of a 10 film TVC series, a long format film for digital and social media, print, radio and OOH.
    100 years is a glorious and a big milestone – one that Britannia has reached because of the trust, love and blessings of its consumers. And the campaign is Britannia’s thank you to a heterogeneous country like India with a concept based on the thought that when you think of someone/something and if it arrives, the instant reaction you have is ‘Tu sau saal jiyega’ (You are going to live to 100 years!), an idiom which is a part of every Indian language.

    The stories in the TV Campaign are about how Britannia has turned 100 only because they’ve always been there for their consumers, just when they were needed most.
    Each clip takes a simple situation and highlights the bond between customer and product. The campaign also builds the symphony of Britannia through its product brands and the various roles that the brand plays in its consumers’ lives.

    Britannia India VP marketing Ali Harris Shere says, “Being part of every Indian household is an honour and this multimedia campaign illustrates our gratitude to the millions of Indians who wake up every day to dip a Britannia biscuit into their chai, and reach out for our products through various parts of the day. The 100-year campaign is our way of acknowledging the secret ingredient of our success – our consumers.”

    Lowe Lintas chairman and CCO Arun Iyer adds, “The brief was to thank the entire country with a simple idea that would seem relatable no matter where you are from. All 10 films are slices of life that have been picked from Britannia’s world. The challenge was to tell a brand’s story of completing 100 years and finding powerful emotions to connect with the consumers. But given how long Britannia has been a part of our lives, we found so many heartfelt moments to tell the story of a brand that has turned 100 because it’s always been there for its consumers. And the huge range of products that Britannia has gave us the room to tell stories across all age groups to make sure that campaign would resonate strongly with everyone.”
    Long format film for the 100 per cent digital natives.

    The digital film is knitted with old-world charm, adding flavours of the past, present and future while capturing a mélange of occasions across the century where a Britannia product has been integral to friendships, celebrations and togetherness.

    From sharing biscuits in the classroom and cheering for a World Cup win to connecting in the selfie era and looking 10 years into the future, the film pays a warm tribute to the journey thus far and looks ahead.

    “We travelled through time in the film, with the set design and camera movement designed to feel like the viewer was journeying through 100 years, revisiting one iconic friendship moment from each decade, until friendship comes back full circle with an interesting futuristic twist. From the parapet wall that fostered close friendships to the social wall that multiplied them, to walls breaking down at home, along with barriers, to make friends of family, this film is an endearing and insightful commentary on friendship even as it’s a journey through its timeline,” mentions JWT Bangalore creative head Priya Shivakumar.

  • UC Ads under Alibaba Group initiates a revolution of content marketing

    UC Ads under Alibaba Group initiates a revolution of content marketing

    New Delhi, September 27, 2018: On September 28, Morden Chen, General Manager of Alibaba UC Ads, will reveal their short video ads platform at The MMA Forum being held at Taj Santa Cruz in Mumbai. This is an initiative by Alibaba UC Ads to start the revolution of short video ads in India and strive to become the largest one-stop content marketing platform. It is reported that UC Ads has maintained long-term co-operations with Amazon, Flipkart, PayTM Mall, Tokopedia, Lazada and other top e-commerce platforms in India and Indonesia. Other important partners include mobile phone brands, operators and FMCG brands, etc.
    UC Ads will launch a revolution of short video ads in the Indian market.
    "We've noticed that people in India were used to watching TV together with their families while more and more young people prefer to be with their phones and browse what they like, no longer confined to TV programs," Morden said. “With the popularity of mobile devices and declining mobile internet service charges, people are more accustomed to diverse contents on their mobile phones and reading is becoming fragmented. Short video features short time and can be viewed on the move, which is getting more and more popular. Many short video platforms have emerged against this backdrop, with information consumption upgrading from pure image-text to image-text + video.”
    He continued, “People's attention span is reducing. According to a survey by Microsoft in 2015, after a habit of using mobile devices is developed, people's attention span dropped from 12 seconds in 2000 to 8 seconds which is shorter than that of a goldfish. This calls for the digital content on mobile devices to be more refined with more selling points.”
    For brands, the short video ads not only cater to the consumers’ new habit of favoring fragmented contents on the mobile phone over long videos but also coincide with the memory pattern of users in the mobile phone era. The short video ads are well received by mature markets, however, their potentials have been underestimated by brand marketers in India where mobile device ownership has skyrocketed. Tomorrow at the MMA Forum, Morden Chen will introduce the practices of marketers in mature markets. They replace the strategy of brand videos with mobile first strategies and determine the presentation of video ads based on the demand of mobile clients to make ads more suitable for the application scenarios of mobile devices. UC Ads offers a variety of short video ads solutions, including the pioneering splash video, in-feeds video and in-article video and has facilitated brand marketers to implement the mobile first strategy for short video marketing, rendering more opportunities to effectively reach users.

    The first one-stop content marketing platform
    With hard-sell advertising flooding the marketplace, brands need new ways to reach consumers. A brand with a good reputation is more likely to be chosen by consumers, overshadowing its counterparts. The value of internet celebrity marketing has been verified as internet celebrities have stable followers and are able to generate much more data consumption. The products promoted under the celebrity halo are easily accepted by followers and quickly converted into orders. Internet celebrities can spark discussions in the community, creating a ripple effect of getting the consumers’ attention to a brand.
    However, existing platforms providing buzz marketing solutions with limited resources either focus on content creation of We-Media or targeted content releases. Advertisers need to reach We-Media on platform A to complete content creation, and then search for the appropriate media depending on the attributes of TA and media to issue ads. The problem is that content and platform do not match during the process.
    By directly connecting We-Media resources with technology platform of UC, UC Ads establishes a smart integrated content marketing lab providing one-stop buzz marketing solutions. In India and Indonesia, UC Influencer Pool is home to more than 100,000 We-Media from a dozen fields such as fashion, 3C, automobile and sports, etc., capable of creating buzz contents for brands. Through operating its information flow, UC understands the users’ interest so that the brand content matches with the most relevant users according to their interests on UC platform and push the relevant buzz created by the internet celebrities. UC has completed the whole process from organizing We-Media to content creation, crowd matching and targeted content releases, avoiding the resource mismatch of each link.
    The competition for users in the Indian market gradually expands from the first-tier cities to the second, third and fourth tier cities and rural areas. All applications and brands are trying to attract the increasing number of emerging class in these places as the newly-arisen users start to have the internet access. UC Ads resources are from UC browser, UC News and 9Apps with the information flow of browser reaching 130 million monthly active users in first-tier to second, third and fourth tier cities in India. This is conducive to the country’s consumption upgrading.

  • Honda launches ad for new Activa 125

    Honda launches ad for new Activa 125

    MUMBAI: Honda Motorcycle and Scooter has launched its latest campaign for the new Activa 125.
    The campaign is conceptualised by Dentsu One, a Dentsu Aegis Network division.
    The 2018 edition of Activa 125 comes equipped with LED headlamp, LED position lamp and 4-in-1 lock with seat opening switch. Building on the trust of more than a million customers, Activa 125 offers solid power, strong (metal body) and blend of performance, efficiency, comfort with advanced features.
    The campaign aims to promote new class leading features of Activa 125 while leveraging on trust and legacy of brand Activa.
    Taking a slice of life route, the “Sau mein se sava sau” campaign illustrates a family where the girl highlights all positive attributes of her love interest to get her father’s approval.

    The story opens with a young daughter approaching the conversation seeking her father’s approval on her choice of husband. The father expresses initial scepticism about her choice. This is when the daughter elaborates on qualities of the boy which embodies the features of Activa 125. The first thing she mentions is his smartness where the film cuts to scooter’s chrome chest, LED headlamp & LED Tail Lamp.

    The girl then describes him as sensible with the film cutting close on Activa’s console with the ECO mode indicator. On the daughter’s request the mother also supports her by saying that the boy belongs to a good family. It is then the film reveals that the scooter is an Activa- India’s most trusted two-wheeler. The daughter reiterates her choice by saying that ‘he is as strong as her father’ with the frame focussing on the metal body of Activa 125 personifying robustness and confidence. In the next frame, the boy is seen riding uphill smoothly with extra power and torque provided by Activa 125.

    Collaborating the narration, the parallel stories merge together. The boy arrives on Activa 125 and introduces himself as ’Captain Vikram’ followed by greeting her mother. The father gets extremely impressed with the boy when he relates to all his qualities with his choice of ride.
    Honda Motorcycle and Scooter SVP of sales and marketing Yadvinder Singh Guleria says, “The purpose of this campaign is to showcase the new segment leading product features and reiterate trust of brand Activa.”
    Dentsu One national creative director Titus Upputuru adds, “If you belong to a good family, you will have good genes. That’s the key insight we have taken to build communication for the campaign. Activa 125 hails from the family of Activa. The product scores 125 per cent in every aspect and that’s why the expression ‘sau mein se sava sau! Shooting the film in a cable car was very challenging but we are very excited to see the final outcome.”

  • Bajaj Almond Drops Hair Oil undergoes first brand makeover in 25 years

    Bajaj Almond Drops Hair Oil undergoes first brand makeover in 25 years

    MUMBAI: Bajaj Corp has unveiled a brand new packaging for its flagship brand, Bajaj Almond Drops Hair Oil.

    For the first time in 25 years, the brand has changed its packaging. The brand’s new look aims at targeting the new age consumers and build on its key imagery attributes of lightness, nourishment and premiumness in an environmentally sustainable manner.

    The brand roped in UK based design agency Pentagram to help design the biggest change in its history. The brand has moved on from its classic colour palate to a premium pearlised maroon and gold combination. The bottle is sleeker and the label takes an almond-like tactile effect.

    With emphasis on the betterment of the environment, the Rs 10 pack, which is a mass rural consumption pack, will be introduced in a recyclable PET jar format. Also, its lead SKUs – 50 ml, 100 ml and 200 ml are sold in environment friendly glass bottles.

    Sandeep Verma Bajaj Corp president sales and marketing says, “As a brand, we have always believed in resonating with our ever-evolving audience. The new packaging is a crucial step for the brand and it signifies our endeavour to reach out to the new age consumers while maintaining our brand philosophy of ‘Load Mat Lo’. Having said this, our emphasis will always continue to be on providing a light, non-sticky almond hair oil.”

    The 360-degree campaign featuring Parineeti Chopra as the brand ambassador of Bajaj Almond Drops is live across TV and digital mediums.

  • American Standard challenges industry norms with its differentiated advertising campaign

    American Standard challenges industry norms with its differentiated advertising campaign

    National, 25 September 2018: Making yet another bold and different move to disrupt advertising norms in sanitary ware category, American Standard (a part of Lixil) launched its brand campaign that is breaking the marketing category code, conversing with consumes like no brand ever has in this industry ever.
    Priced in the mass premium segment and offering a wide range of ceramics and fittings products, American Standard has been one of the fastest growing major brands in India ever since Lixil took over three years ago. The secret of its success has been by constantly disrupting established norms in this undifferentiated category. “This category has not evolved with the times’, says Shubhajit Sen, Head of Strategy, Asia-Pacific. “At best, brands focus on building premium imagery and amorphous design differentiation. There is no consumer-centricity at all; and consumers have no way to tell between high and low performing products. That’s why deep discounts rule the market, eroding category value for everyone. With American Standard, we want to change the narrative in this industry”.
    American Standard has already started doing things differently. It has aggressively build a distribution network – penetrating 175 towns with 400+ stores in just 3-4 months – the fastest ramp up in this industry. It has introduced a slew of products with features and functionality uncommon in India, like integrated shower-toilets and automated bidets that Lixil calls ‘spalet’; blue-tooth enabled shower systems and other superior functional products.

    But the biggest disruption yet has been in its translation of the overall business strategy to its communication strategy as seen in its latest campaign. Explaining the thought behind the campaign, Aparna Deshmukh, Senior Director Marketing, Lixil South Asia, said, “We want to appeal to upmarket, modern, young urban families. We know that decision making has become more democratised in these families and relationships within the family members have become more friendly, equal and with a lightness of touch. We wanted to appeal to these sensibilities, but marry these insights with the core message of superior functional performance of our products”.
    The communications strategy is visible in American Standard’s new campaign. It has developed a creative property of an American Standard family – a young, contemporary, premium family that visually holds the campaign together. The 4 TV executions show the family in different situations that explains the functional superiority of American Standard products in a very engaging, humorous manner that is fresh in this industry.
    The campaign includes a national Front-page jacket print ad, 4 TV executions, outdoors and a strong digital push. The TV campaign includes all major national channels with a particular focus on news channels as well as regional channels. The outdoor campaign is over indexed to tier 1 and tier 2 towns to drive incremental reach. “We wanted to create an engaging, approachable and premium brand imagery that drives consumer awareness, store traffic and sales. Judging by the response we have already got, with retail sales climbing over 100% in a category that is growing at 10%, we think we have succeeded.” says Aparna Deshmukh.

    The freshness of approach goes beyond traditional media. For the first time in the industry, American Standard has tied up with Mompresso, a leading blogging site for young mothers where core brand messages of health and hygiene are communicated in an appropriate context. Another first in the industry, American Standard has deployed hundreds of handheld devices at the store level. The devices help the consumer navigate the product portfolio, choose products and place orders at the store. Explaining the rationale, Aparna Deshmukh added, “The choices available in this category can be overwhelming for consumers. We have developed a simple tool for consumers to narrow down their choice by design and budget preference. Our tests show this adds real value at the last mile for our shoppers.”

  • Britannia launches Ad Campaign to mark its #100year milestone: Says to its consumers “Thanks to your good wishes, we’ve turned 100”!

    Britannia launches Ad Campaign to mark its #100year milestone: Says to its consumers “Thanks to your good wishes, we’ve turned 100”!

    Bangalore, September 26, 2018: Britannia is marking its centenary year with a truly multi media campaign aimed to connect with the very heterogeneous set of audiences that its brands cater to. The campaign consists of a 10 film TVC series, a long format film for digital and social media, print, Radio and OOH.

    TV Campaign

    100 years is a glorious and a big milestone – one that Britannia has reached because of the trust, love and blessings of its consumers. And the campaign is Britannia’s thank you to a heterogeneous country like India with a concept based on the thought that when you think of someone/something and if it arrives, the instant reaction you have is ‘Tu sau saal jiyega' (You are going to live to 100 years!), an idiom which is a part of every Indian language. The stories in the TV Campaign are about how Britannia has turned 100 only because they’ve always been there for their consumers, just when they were needed most.
    Each clip takes a simple situation and highlights the bond between customer and product. The campaign also builds the symphony of Britannia through its product brands and the various roles that the brand plays in its consumers’ lives.
    Speaking about the TV Campaign Ali Harris Shere, VP Marketing said “Being part of every Indian household is an honor and this multimedia campaign illustrates our gratitude to the millions of Indians who wake up every day to dip a Britannia biscuit into their chai, and reach out for our products through various parts of the day. The 100-year campaign is our way of acknowledging the secret ingredient of our success – our consumers.”

    Speaking about the campaign, Chairman and Chief Creative Officer at Lowe Lintas Arun Iyer, said “The brief was to thank the entire country with a simple idea that would seem relatable no matter where you are from. All 10 films are slices of life that have been picked from Britannia’s world. The challenge was to tell a brand’s story of completing 100 years and finding powerful emotions to connect with the consumers. But given how long Britannia has been a part of our lives, we found so many heartfelt moments to tell the story of a brand that has turned 100 because it’s always been there for its consumers. And the huge range of products that Britannia has gave us the room to tell stories across all age groups to make sure that campaign would resonate strongly with everyone.”

    Campaign Credits: Chairman & Chief Creative Officer:  Mr. Arun Iyer, Account Management: Hari Krishnan – President, Sonali Khanna- Executive Vice President, Smrithi Ramanujam – Associate Vice President, Prutha Nesargi – Brand Services Director, Anusha Shetty- Brand Services Manager, Aarushi Girdhar- Brand Services Manager, Creative: Rimona Ganapathy- Executive Creative Director, Lohith Chengappa- Group Creative Director, Indrasish Mukherjee- Unit Creative Director, N. Sukumaran – Creative Director, Pradhumn Acholia- Creative, Rhea Ahuja- Creative, Aditya Gouder- Creative, Account Planning: Subramanyeswar, S- Chief Strategy officer, Padmapriya Muralidharan- Vice President, Production house: Radhika Produces Films, Director: Mr Vijay Prabakaran, Music Director: Karan Kulkarni

    Long format film for the 100% Digital natives

    The digital film is knitted with old-world charm, adding flavors of the past, present and future while capturing a mélange of occasions across the century where a Britannia product has been integral to friendships, celebrations and togetherness.
    From sharing biscuits in the classroom and cheering for a World Cup win to connecting in the selfie era and looking 10 years into the future, the film pays a warm tribute to the journey thus far and looks ahead. Speaking about the digital film Ali Harris Shere, VP Marketing said, “We wanted to create a film that would evoke strong emotion around the bonds of friendship and how these relationships evolve just as India is evolving. You see this through the parent, child relationships where we showcase how the current generation has a relationship that is a bit more playful and friend-like than previous generations. The film seeks to illustrate how Britannia has, is and will be part of all friendships, whether starting at school or looking into the future where we are sharing snacks with our robot pals.”
    “Friendship seemed like a theme worthy of a hundred years and Britannia’s role in fueling those precious moments was a great story to tell. We travelled through time in the film, with the set design and camera movement designed to feel like the viewer was journeying through 100 years, revisiting one iconic friendship moment from each decade, until friendship comes back full circle with an interesting futuristic twist. From the parapet wall that fostered close friendships to the social wall that multiplied them, to walls breaking down at home, along with barriers, to make friends of family, this film is an endearing and insightful commentary on friendship even as it’s a journey through its timeline.” said Priya Shivakumar, Creative Head, JWT Bangalore.

    Campaign Credits: Chairman & Chief Creative Officer: Senthil Kumar, Executive Creative Director: Priya Shivakumar, Production house: Small Fry, Director: Senthil Kumar, Music Director(Optional): Dhruv Ghanekar

    Other elements of Britannia’s #100 year celebration campaign
    Britannia’s Centenary year campaign also consists of high visibility OOH, Print and Radio set to roll out soon across the country.

  • Amazon launches new ad ahead of Great Indian Shopping Festival

    Amazon launches new ad ahead of Great Indian Shopping Festival

    MUMBAI: Ahead of the festive season, Amazon India has unveiled its campaign for Amazon Great Indian Festival.
    Often during the festive season, the list of our desires makes our shopping list bigger than our budget. To help solve this during the upcoming festive season, Amazon.in will offer unique programs that will help customers shop without hesitation. These include, Amazon Pay EMI, no-cost EMI, EMI on credit and debit Cards, instant bank discounts and many more.
    Each TVC captures the tussle between working desires around tight budgets showcasing the value benefit offered by budget-busting solutions. The campaign also highlights availability of these offers across key categories like smartphones, fashion, large appliances and home and kitchen products.

    Conceptualised by Ogilvy, this year’s festive campaign is all about quelling budget woes and making festive shopping possible for everyone by fulfilling everyone’s shopping lists.
    Amazon India director for mass and brand marketing Ravi Desai says, “It is that time of the year again when the country looks forward to its biggest festival. As a common practice, families make long lists of desired items and then unwillingly save some for later as budgets don’t allow them to fulfil all their desires. More often, it is the person who spends for everyone else, who ends up sacrificing his/her own happiness. Inspired from these insights, we launched the campaign ‘Ab India Ki Kushiyon Ke beech Budget nahin ayeega’, positioning Amazon.in as the one-stop-shop that makes shopping more affordable, accessible and within the reach of every family’s festive budget.
    Ogilvy South chief creative officer Azazul Haque adds, “One of India’s biggest sales has to have one of the loudest bangs. And to create the big bang, we thought of creating the Amazon Indian Festival Band. The idea emerged from the brief, which was to develop a campaign on the festival insight where budgets never match our festival shopping lists. From buying the best electronics goods to branded fashion, we all wish to stretch our budgets. And the Great Indian Festival does exactly that. It makes your festival budget look bigger because of the big offers and deals.”

  • Samsung India launches Bixby in touching campaign

    Samsung India launches Bixby in touching campaign

    MUMBAI: Samsung India has launched a digital campaign showcasing the capabilities of its digital voice assistant – Bixby through a powerful narrative that strikes a chord with viewers.
    The film is inspired by the life of a Motor Neuron Disease (MND)/ALS patient Sonal (name changed) who agreed to let Samsung work on a pilot project to help preserve her voice forever for her daughter.
    The campaign shows a loving mother who is diagnosed with Motor Neuron Disease (MND)/ALS and is losing her voice and ability to move, and how Samsung customises its AI-enabled Bixby technology to keep her voice alive on a Samsung smartphone so that her loved ones can continue to hear her voice.
    In the pilot phase of the project, Samsung Research Institute, Bangalore (SRI-B) worked with a company which specialises in core speech technologies. We recorded an independent voice, and using TTS (Text To Speech) technology tested that voice for compatibility on Android OS (Samsung Smartphone). Testing on Tizen OS (Refrigerator, Television) is under progress. This phase led to the discovery of Asha Ek Hope Foundation, the first registered NGO for MND/ALS in India. It is a non-profit organisation supporting people with motor neuron disease (MND) and their families. It’s striving to infuse hope and positivity in their life, which will empower them to overcome the illness.
    Samsung India chief marketing officer Ranjivjit Singh said, “This film depicts how Samsung can make the seemingly impossible, possible by using its AI voice assistant, Bixby to preserve the voice of a mother who is diagnosed with MND.”,/p>

    In the film, the daughter is seen reading out an essay at school where she describes the beautiful relationship with her mother. She crafts a narrative which celebrates the mother daughter bond through activities, just the two of them spending time together, listening to and laughing with one another. As the video continues streaming, the mother is missing from the picture and we see the daughter speaking to a phone with her father in the backdrop.
    Samsung believes in delivering connected consumer experiences across its spectrum of products and has been focused on cutting edge technologies like Artificial Intelligence (AI), Internet of Things (IoT), Virtual Reality (VR), Machine learning and 5G mobile networks. It spent more than $14 billion on R&D globally last year and has more than 65,000 engineers and designers working to innovate and, bring the best products and solutions for our consumers.