MUMBAI: Raymond has announced an association with Varun Dhawan and Anushka Sharma’s much awaited film Sui Dhaaga- Made In India, which aims to promote skill development and entrepreneurship in rural and semi-urban India.
Raymond is an integral part of the film’s reel life, as the film highlights its initiative to bring about a real-life socio-economic change.
Raymond Ltd lifestyle business CEO Sanjay Behl said, “With a vision to train over one lakh tailors by the end of 2020 through our initiative, the seamless brand integration with Sui Dhaaga- Made in India is an apt fitment for us.”
With readymade labels appealing to the youth, tailoring as a profession is becoming second fiddle and the craftsmanship is confined to garmenting industry alone. In today’s fast-paced world, picking up a garment off-the-shelf does not guarantee the perfect fit and may not necessarily be a reflection of individual style. Hence, it cannot be contested that ‘the best fit is always a tailored fit’.
YRF VP- marketing and syndication Manan Mehta said, “Sui Dhaaga aims at not only bringing back the charm of tailoring and reinstating its relevance to the younger generations as portrayed by Mauji [Varun Dhawan] and Mamta [Anushka Sharma] in the movie, but also rekindle the spirit of entrepreneurship and craftsmanship, living true to the ‘Make In India’."
MUMBAI: The India versus Pakistan match in 1996, a knockout clash, had all the makings of a classic. Pakistan opener Aamer Sohail had hammered Venkatesh Prasad for four to the square boundary and brashly signaled the bowler to fetch the ball. The two legends were back to bond after 22 years and melt their differences over a cup of Brooke Bond Red Label tea, and the event was broadcast live on Star Sports on 19 September 2018.
Minshare Fulcrum South Asia SVP Premjeet Sodhi said, “The idea of getting the two stalwarts from the two most rivalrous cricketing nations of the world to sit down relive and probably share a laugh over a cup of tea made for a great initiative for Red Label tea, a brand that has always stood for breaking barriers.”
Mindshare Fulcrum Content+ VP Ajay Mehta said, “No one has seen Aamer Sohail and Venkatesh Prasad together after that electrifying match of 1996. To get them back after 22 years and that too in a live match between India and Pakistan, reliving the moment, this time over a different cup is sweet… isn’t it?”
Hindustan Unilever VP tea and foods Shiva Krishnamurthy said, “Brooke Bond Red Label’s purpose is to help people find common ground over a cup of tea. The India-Pakistan Asia Cup match is the perfect occasion for Venkatesh Prasad and Aamer Sohail to come together over a tasty cup of Brooke Bond Red Label and chat about their epic exchange at the 1996 World Cup Quarter Final.”
MUMBAI: Dell India has launched its latest campaign, just as the festive season kicks off.
The campaign extends across television, print and digital with prime associations and a high impact creative approach. Key to the launch, is Dell India’s television commercial that introduces ‘Dell Cinema’ – the 2018 innovation announced at CES earlier this year and which is available across a range of XPS and Inspiron PCs.
Addressing the young and upcoming digital affluent individuals, the TVC will air across leading 42 English and Hindi entertainment, movie and music and sport channels and in regional media across Tamil Nadu, Karnataka and Andhra Pradesh.
Dell’s association with the upcoming ‘Thugs of Hindostan’ across YouTube and Facebook as primary digital channels and a presence during the Asia Cup Cricket Tournament, is aimed to engage with consumers throughout the festive period. The estimated reach of the campaign is 71 million.
Festivals in India exude a common sentiment across all corners of the country – be it the joy of colourful scenes everywhere, striking visuals and the drama of colours or celebratory songs sung in unison.
The television commercial brings to life Dell’s commitment of redefining experiences that matter most to consumers. Be it films and their grandeur or memorable patriotism felt while watching a favourite sport together, Indians come together to celebrate, experiences. The film inspires consumers to enjoy a truly immersive cinematic experience, while transporting them to a completely new world, of extraordinary colour and sound.
Conceptualised and executed by Grey group, the film depicts features of Dell Cinema that collectively offer an immersive cinematic experience to the user who can enter a world of life-like colour, resonant sound and uninterrupted streaming. The film begins with the viewer visually entering a vibrant festive dance that comes alive on XPS 13’s screen, followed by losing oneself in watching a graphics intensive film with feature rich audio, the effect of which is evident on a glass of water kept next to the laptop. The film concludes with fans in a cricket stadium cheering for India, with every little detail coming to life without interruption, thanks to the unmatched streaming experience.
Dell director of marketing India and ANZ for consumer and small business Ritu Gupta says, “Dell Cinema is an incredible innovation by Dell. It is the promise of entertainment being delivered in a way that it was designed to be by content creators – on your PC. We’re taking Dell Cinema closer to our consumers who look for immersive cinematic experiences, anytime and anywhere. The Indian festive season is as immersive as it can get and we are so excited to be a part of it with Dell Cinema.”
Grey Bangalore senior VP and branch head Vishal Ahluwalia adds, “Dell and Grey as a team have been fortunate to have unique and insightful winning executions across all festivals in the past. While Dell as a brand is immersed in the Indian culture, this year we decided to project the grandeur of India celebrating through myriad of passion best experienced on Dell Cinema. The TVC captures a plethora of passion, which we are unable to experience live due to our busy everyday life.”
The film went live on Dell’s social media channels on 12 September with the TV campaign going live from September 16 till November 7, 2018.
MUMBAI: SBI Life Insurance, one of the leading private life insurance companies in India, launched its ‘Main se Hum’ campaign today, establishing a sharp focus on the company’s portfolio of protection products.
The 360 degree campaign targets millennials across multiple platforms including TV, print, outdoor, along with digital and social media.
Contrary to popular belief millennials are happy to take on responsibilities of safeguarding their loved ones, as they progress in life. SBI Life’s campaign positions insurance as a happy responsibility to help millennials progress through various life stages, subtly appealing to the cohort’s instinct of protecting themselves and their loved ones.
The protective instinct that one acquires with the transition of ‘Main se hum’ is cleverly conceptualised and captured by Mullen Lintas in the launch film.
Juxtaposing a carefree youth enjoying the thrill of standing close to passing metro train against a mature family man who is extra cautious while boarding a cable car with his wife and kid, subtly showcases the shift from ‘Main se hum’ as one grows in life. Using multiple everyday instances which showcase the transition of a carefree youth to an instinctively protective version of oneself, SBI Life’s ‘Main se hum’ campaign positions insurance as a happy responsibility tool for one’s protection needs.
SBI Life SVP and chief of brand and corporate communications Ravindra Shrama says, “Our communication is aimed at driving awareness that insurance is a tool which takes care of one’s protection needs, essentially providing the peace of mind required to take on newer responsibilities in life.”
He further added, “There is a clutter of brands pushing campaigns designed around media consumption patterns of the millennial. SBI Life on the other hand is appealing to the behavioural tendencies, which indicate that millennials are happy to take on responsibilities for their loved ones as they progress in life. We believe approaching insurance as a happy responsibility will also assist in widening the insurance penetration in India, over the long run.”
Mullen Lintas chairman Amer Jaleel mentions, “The process of discovering insurance insights has been one of the richest experiences I have had in my career. With SBI Life we dug really deep to uncover the instinct of a protector. And that is that the protective instinct kicks in when you’re thinking changes from the younger ‘main’ thinking’ to the more mature ‘hum’ thinking’ and that is what we have based our work on. Insurance is that ‘main se hum’ ka kadam that we all have to take in life.”
MUMBAI: Forevermark, the diamond brand from The De Beers Group of Companies, has launched the ‘The Better Half Within’ Campaign, a reflection of the poised, powerful, and self-determined personality of the woman of today.
The campaign includes a film and will utilise national media channels such as TV mainlines, set of print and outdoor ads, digital display, social media, radio channels, and in-store.
The campaign will debut on TV with 30 and 50-second commercials, to be screened on 15 September 2018. The TVC will be shared on social and digital with shorter edits.
Through extensive research commissioned through Kantar IMRB, it was found that Indian women are slowly evolving the meaning of femininity by combining strength with an essential grace. They currently enjoy increasing levels of economic power and whilst celebrating the achievements of their family, while being focused on their personal growth as an individual.
A half-carat diamond characterises this large percentage of women who are financially independent and have the power to invest in the reflection of their self-worth and hard work. ‘The Better Half Within’ campaign has been conceptualised to define this emotional connect between a woman and a half carat diamond as the perfect expression of her focus on personal achievements.
Forevermark India President Sachin Jain says, “Diamonds are symbols of a wider range of emotions, including pride, joy, and achievement. Most women these days are breaking clichés by buying diamonds for themselves. With this campaign, we aim at giving these empowered women the choice of the half carat diamond as a precious, long-lasting representation of their individuality, and a mark of their achievement at an attractive price point. Women can purchase a half carat Forevermark diamond with the same assurance that they will be getting their money’s worth with the most beautiful, rare and responsibly sourced diamonds that go beyond the 4Cs.”
The first film focusses on a mother who creates her own recipes for her blog and through the help of her daughter becomes an internet sensation.
The second film is based on a doctor who despite having had a long day celebrating her daughter’s birthday finds the motivation to head out for an emergency surgery.
The campaign film has been developed and conceptualised by J Walter Thompson India (JWT, India) and the media agency for the campaign is Mindshare. It has been produced and directed by Native.
J Walter Thompson SVP and ECD Nandita Chalam says, “J Walter Thompson’s campaign for Half Carat Diamonds from Forevermark is based on a simple insight – whenever a woman is about to give up on her dreams, something deep within her urges her to go on. This is her better half. Half carat diamonds from Forevermark are a tribute to this bold, bright and beautiful better half within every woman. The television commercials tell two charming stories of a doctor and a food blogger who harnessed their inner better halves. Through TV, film, print, radio, and digital, the campaign will urge every woman to let her better half shine.”
MUMBAI: Essilor, the world leader in spectacle lenses, unveiled a new brand campaign for its Crizal brand of lenses.
Starring Shruti Haasan and Arjun Kapoor, the youthful new campaign demonstrates how Crizal lenses offer you the clearest vision.
Essilor India COO Ramachandran P says, “Life can take you on many journeys, be prepared for whatever comes your way with Crizal lenses. Our business serves an essential purpose, improving lives by improving sight. And when it comes to Crizal, we deliver what we promised, clarity like no other. Today, youthful Indians are more active and want the best when it comes to eye care. Through our latest ad, we have communicated this growing lifestyle. To rope in Shruti Haasan and Arjun Kapoor in our new avatar was an ultimate choice; as they are someone who represents youthful India and at the same time appreciate quality of eye care.”
Actor Arjun Kapoor on his association with the brand says, “Eye care is a critical aspect of my everyday life. While eyewear has become a fashion essential today, choosing the right lenses is critical for our visual health. I always look to buy products that stand out, are stylish and have a great value for money. Thus, it was an easy decision to associate with the brand as it’s clearly the best that makes you see better, look better and feel better. Brand Crizal is the world leader in spectacle lenses and I am excited about our new association.”
The charming piece of communication is clearly the best, says actor Shruti Haasan on her association with the brand. She confesses, “I am quite dependent on powered lenses, thus, eyeglasses are an integral part of my life and constant wear. This makes Crizal a truly preferred choice for me. It provides a carefree spectacle experience, allowing me to enjoy every bit of my life’s adventures with maximum visual impact. I am happy to be associated with a brand, which is at the forefront of innovation, R&D processes and optical technologies, thus, doing the utmost to improve and help maintain people’s visual health. It delivers, what it promises.”
Essilor India is a 100 per cent subsidiary of Essilor International and 2018 marks its 20th year since its advent in India.
The company, which distributes products in more than 100 countries, has 28 production plants, more than 450 prescription laboratories and cutting and mounting centres as well as several research and development centres worldwide.
MUMBAI: Addressing the growing phenomenon of the need for validation on social media, Idea has launched a campaign titled #MeriRealLife, encouraging people to drop the pressure of chasing and sharing perfection on social media, and instead, share real, unfiltered stories using Idea 4G.
The campaign went live yesterday with the first two TVCs breaking on the live matches of Asia Cup Cricket Tournament.
There are over 400 million internet users in India and over 50 per cent are active social media users. Rapid proliferation of 4G has enabled better internet speeds, resulting into Indians now spending almost 28 hours a week on mobile phones. This mammoth increase in consumption of 4G data has been fuelled largely by people sharing and consuming videos and photos on social media.
On an average, people spend anywhere between 2-4 hours/day on social media platforms. With such high engagement, social media is bound to have a huge impact on the lives of people. The new Brand Idea campaign is designed to propagate ‘Responsible Use of Social Media’ with the tagline ‘Perfect ka pressure hatao, Idea 4G ke saath apni real life dikhao’.
Vodafone Idea chief marketing officer Sashi Shankar says, “People are constantly, looking for validation on social media for their behaviour – be it what they are eating or wearing or places they are visiting. The growing phenomenon of living to share on social media and not the other way around, is driving people towards a dual life –a social life and their real life.”
The campaign is developed basis research inputs from mental health professionals from MPOWER, an organisation that aims to end stigma and encourage dialogue around mental health. Insights from research by MPOWER suggest that the constant need for validation leads to a loss of self-worth, a feeling of being ‘not good enough’ resulting in anxiety and related issues, especially amongst the youth actively engaged on social media.
Staying with Brand Idea’s belief in purpose led advertising, this campaign elevates the role of Idea 4G beyond the category conversation to something that reflects its transformative role in people’s lives and society.
The high decibel campaign will lead with a series of three TVCs of 40 and 35 secs duration, capturing the concept through the lens of three people from different walks of life, sharing how their social media lives are different from their real lives.
The Idea ads show people talking about a fancy new car, the perfect look and relationship goals on their social media, while in their real lives they are questioning their own shallow behaviour. The videos end with the characters having their moment of reckoning, where they encourage the world to share their real photos and videos with #MeriRealLife.
The TVCs have been directed by Shimit Amin, the director of critically acclaimed blockbusters such as Chak De, Rocket Singh – Salesman of the year, Ab Tak Chappan.
The new campaign has been developed by BBDO India.
The campaign will be promoted on TV, Radio and Digital through high decibel visibility across 100+ TV Channels and strategic integrations in shows/programs such as Film Companion by Anupama Chopra on Digital, and popular radio shows ‘Heart to Heart with Meera’ and ‘Calling Karan’ on Ishq/Love 104.8 among others.
MUMBAI: Hectic schedules, fast-paced lifestyles often result in women missing out on meeting their daily nutritional requirements. At the same time, modern-day women are increasingly becoming more aware of issues surrounding health and wellness.
After making Cadbury Bournvita a household name for 70 years in India, Mondelez India has forayed into the growing adult health MFD (malt food drinks) segment with its new premium innovation – Bournvita for Women.
Bournvita for Women is priced at Rs 259 for 400 gms.
This made-in-India innovation has been created to address the needs of the health conscious modern Indian woman, and is fortified with essential nutrients. The core benefit story for the brand is that the consumption of two cups of BV Women fulfils the RDA (Recommended Dietary allowance) of Calcium and Vitamin D for bone strength and of iron and folic acid to reduce fatigue for women and it has no added sugar.
Known for rolling out award-winning progressive and iconic advertisements that remain in the minds of consumers, Cadbury Bournvita along with Ogilvy & Mather has come out with a path-breaking and inspiring film for its new launch – Bournvita for Women.
The film opens to a family conversation over the dining table, where the husband suggests selling off the old dilapidated van of his grandfather. The woman of the house almost instantly offers to buy the van. Thereafter, the film shows her working day-in and day-out to fix a van that nobody thought she would be able to do. She takes charge, attempting to single-handedly repair & build something out of the van, showcasing her inner strength; and bravo, she converts this van into a full-fledged food truck.
Indian consumers have trusted the wholesome goodness of Cadbury Bournvita for close to 70 years, and the launch of Bournvita for Women is aligned with the company’s plans to constantly innovate to meet the evolving needs of consumers as they move towards healthier lifestyles. Bournvita for Women highlights the company’s commitment to improving the nutrition and ingredient profile of its brands as changing lifestyles and rising awareness around health and wellness continue to influence consumer food choices.
The product launch will be supported by a high decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores. Bournvita for Women is available across all major urban and rural retailers from September 2018.
Mondelez India associate director for marketing of gum, candy and powdered beverages Inderpreet Singh says, “With Bournvita for Women, we are extending the proposition of bringing out the inner strength to new-age women by providing specialised nutrition with no added sugar. Focusing on our benefit story, our communication will highlight how Bournvita for Women will help a woman fulfil her day’s nutritional needs related to strong bones and reduction of fatigue. We are very excited about Bournvita for Women’s journey in India.”
MUMBAI: On the occasion of Ganesh Chaturthi, Brooke Bond Red Label has launched Shree Ganesh Apnepan Ka, a campaign to celebrate the spirit of togetherness.
Conceptualised by Geometry Encompass, inspired by real-life stories, the campaign delves into deep-rooted human prejudices. It encourages everyone to open their minds and break the shackles of their own notions to come together.
Geometry Encompass chief executive officer Sukrit Singh says, “We believe in power of ideas and storytelling to change human behaviour. While the medium shapes the story, it is the message that makes a difference, and here we collaborate with brands to craft messages which can change perceptions. In this campaign, we developed a simple yet an extremely touching message which breaks the uncommon ground.”
Geometry Encompass executive creative director Arpan Jain adds, “Today, brands must tell stories that resonate with real-life and encourage relevant, meaningful conversations. We all know that tea is a great enabler, so why can’t it help us break-away from our prejudices? We saw a great human insight and wanted to tell a simple but thought-provoking story, luckily we found a perfect occasion.”
The film was shot in a Ganpati idol pandal, one of numerous that can be seen on the streets of Mumbai, weeks before homecoming of Lord Ganesha. Devotees visit pandals to book (purchase) an idol for the occasion and spend hours choosing the perfect one. The film is a conversation between an idol-maker and a first-time buyer of the idol. In the conversation, certain unknown facts about Bappa are revealed, along with what it truly means to bring home the ‘lord of new beginnings’.
MUMBAI: With the aim to highlight this issue and mark ‘World Suicide Prevention Month’, Suicide Prevention India Foundation, an NGO creating awareness about suicide prevention and WATConsult, the digital and social media agency from Dentsu Aegis Network, launched a campaign, ‘#GiveSubtitlesToSuicide’.
According to World Health Organization (WHO) suicide is an emerging and a serious public health issue in our country. The most vulnerable and affected age group is between 15-29 years. The suicide mortality rate per 100,000 population in India is 15.7 while the global average is 10.7.
The campaign focuses on the importance of identifying suicidal signs among the near and dear ones, as most of the people fail to identify these signs, while some who understand, don’t know how to deal with them.
Launched digitally, the campaign leverages the popular ‘subtitles’ feature on YouTube and Facebook. The campaign video revolves around the life of 5 college friends, has to be watched twice, first without and then with subtitles. When watched with subtitles, it showcases the fact that how some obvious suicidal signs get overlooked unintentionally and lead to suicide.
The agency also created a website to promote the ‘QPR Gatekeeper Training Program’ by Suicide Prevention Foundation India that trains a person to identify people at the risk of suicide by recognizing early signs, providing necessary intervention and access to mental health services. The NGO will also be conducting offline activities with various colleges to create awareness and educate students about the programme.
Rajiv Dingra, Founder and CEO, WATConsult commented, “As per the reports and statistics, suicide has been increasing at an alarming rate. We wanted to not only create awareness, but also provide support to the people in need; before it’s too late. We are glad to partner with Suicide Prevention India Foundation and urge people to sign up for the QPR Gatekeeper Training Programme that helps identify early signs of suicide, take corrective action and save lives.”
Nelson Vinod Moses, Suicide Prevention India Foundation said, “Student suicides have gone up 52 percent between 2007 and 2016. We wanted to throw the spotlight on how a community-based approach involving the Gatekeeper program can lead to more awareness, increased help-seeking and reduction in suicides. All of us can play a role in preventing suicides, all we need is the training to recognize signs, make interventions, and help them get the required help. We have a tie-up with US-based QPR Institute, the world leader in suicide prevention training to market their suicide prevention training program in India.”
Adding further he said, “The concept that we are exploring is simple but very powerful. Those with suicide ideation give out signs or talk about it, either directly or indirectly to a friend, classmate, family member, or colleague. But most of us are unable to pick up these signs, and even if we are told directly that the person is contemplating suicide, we don’t have the necessary knowledge or skills to be able to deal with someone who’s suicidal. #GiveSubtitlesToSuicide is about learning how to pick up signs of suicide, respond with kindness and concern, persuade those who are depressed or suicidal to get help, and then refer them to a place or person where they can get that help. All it takes is 60 minutes of Gatekeeper training to help someone who’s feeling suicidal and potentially saving a life.”
The campaign is also being supported by MissMalini, an Indian digital influencer, TV host, entrepreneur and best-selling author, who launched the campaign on her social media pages and has been creating a buzz on her digital portal MissMalini.com.
Indraprastha College for Women, University of Delhi, supports this campaign under its Mental Health Awareness initiative, and has made its premises available for shooting this film.
