ITV

Category: Ad Campaigns

  • Cadbury Dairy Milk sets generosity in motion with ‘The Wrapper that Gives’

    Cadbury Dairy Milk sets generosity in motion with ‘The Wrapper that Gives’

    MUMBAI: Cadbury Dairy Milk, India’s much loved chocolate brand, recently announced the launch of a new campaign ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. The campaign aims to put a spotlight on the small acts of goodness that people do. As part of this campaign, Cadbury Dairy Milk has introduced a unique social initiative called ‘The Wrapper that Gives’. The initiative has been conceptualized by Mondelez India & Ogilvy and being activated in association with Reliance Jio and Pratham Education Foundation. Pratham is an internationally acclaimed award-winning NGO that works for the welfare and education of children across India

    In a country like India, with so many people and with so few resources, being generous could seem like an impossible task. But with a closer look at Indians, one will see that generosity is inherent in all of us and come the opportunity, it shines through for all to see. Mondelez India spotted an opportunity in education. While most school kids in cities are familiar and learn with the internet, their rural counterparts do not enjoy the same facilities.

    “This campaign aims at celebrating the generous instinct in everyone, showcasing as to how such moments go on to strengthen human relationships. Through this initiative we now want to explore the theme of Achhai (goodness), building on the strong proposition of ‘Kuch Meetha Ho Jaaye’. We are absolutely thrilled to partner with Pratham Education Foundation, that has been doing some great work in the space of education for children. This initiative will truly help us spread the goodness around,” said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India commenting on the initiative.

    With ‘The Wrapper that Gives’, Cadbury Dairy Milk looks at providing an opportunity to consumers to participate in the Generosity campaign. Consumer can unlock 1 GB data by clicking a photo of an empty wrapper of a Cadbury Dairy Milk. At the time of redemption, consumers are given an option to either keep the data for themselves or donate to Pratham Education Foundation so that they can make restricted, useful and safe access to the Internet possible for children in rural communities, rightfully carrying forward the spirit of generosity. The wrapper thus becomes the currency of generosity that enables millions of consumers to partake in the movement of generosity.

    “Pratham is committed to provide learning opportunities to children in rural India. We are exploring effective use of technology in learning process, through a large scale digital intervention. Safe and education focused internet access provides the children a chance to explore a new world of learning opportunities. We are happy to partner with Mondelez India in their quest to spread goodness” said Madhav Chavan, Co-founder Pratham Education Foundation.

    The campaign went live in India on Teachers Day, September 5, 2018 and will be hosted on the MyJio app for the period of 4 weeks. The offer will be available for Jio subscribers only. Once the campaign is over, the donated data will be passed on to Pratham Education Foundation, who will ensure that the collected data reaches the right schools to carry out the internet enabled learning activities among children.

  • COCO by DHFL general insurance takes on gender stereotypes

    COCO by DHFL general insurance takes on gender stereotypes

    MUMBAI: COCO by DHFL General Insurance has launched its first digital-only campaign #CareMoreHaveMore for its retail two-wheeler policy – COCORide, a unique comprehensive insurance policy offering a bouquet of options and additional covers that can be customised to suit one’s exact needs.

    The digital campaign focuses on two key aspects – women empowerment and protection for one’s loved ones and prized possessions.

    COCO by DHFL General Insurance embraces the thought that a bit of extra care today goes a long way in ensuring a more prosperous future. Showcasing the need for motor insurance, the first leg of the #CareMoreHaveMore campaign speaks to two-wheeler owners, revealing how insuring one’s two-wheeler vehicle today can provide long term benefits. The digital campaign provides a reflection of a daughter’s readiness to take on the world on her own as she has learned an invaluable lesson – “to care more is to have more.”

    Through this campaign, COCO by DHFL General Insurance wants to celebrate women empowerment through a heartwarming coming of age story that lets us break stereotypes not explored before. A daughter confidently asking her father for the keys of his bike and then enjoying her secretive sojourn with it at night and early morning, before finally being entrusted with it—with the key message that caring more gives you more of the things that matter. Through this story, the brand aims to empower individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things.

    DHFL general insurance MD and CEO Vijay Sinha says, “Brand COCO by DHFL General Insurance is built on the tenet of empowering individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things. A little care now, a lot more gain in the future. Utilising this one insight – the brand film for COCORide plays on two angles simultaneously. One is the more obvious one that is shown through the dynamics between the father and his daughter that caring for your bike also means readily being able to bank on your insurer. The second is more subtle and nuanced, which is of the father letting the daughter chart her own path in life without spoon-feeding her. This gives her a sense of achievement that is beyond him–but individually her own. In the end, when she’s handed the bike – it actually is a metaphor that she is now ready to take on the world because she has learnt the best lesson – to care more is to have more.”

    The #CareMoreHaveMore campaign has been conceptualised by advertising agency Hypercollective.

    On the creation of campaign, Hypercollective CCO and chairman KV Sridhar aka Pops adds, “As an organisation, we’ve always believed that brands that live by a purpose are the brands that can truly thrive. Add cultural truths to this mix and you have a campaign that can break through the clutter and touch your audience. After all, we’re in the business of human to human connection. Through this campaign, we’re not just breaking the stereotype that biking is a men’s game, but also extending the human value of care by exploring the relationship of a daughter and her father.”

    The brand film is directed by Punarvasu Naik whose recent success has been India’s biggest blockbuster Dangal as associate director.

  • Acko’s new ad explains the true meaning of #PaisaVasoolInsurance

    Acko’s new ad explains the true meaning of #PaisaVasoolInsurance

    MUMBAI: Acko, India’s first online-led independent general insurance company, has launched its latest campaign – #PaisaVasoolInsurance.

    The campaign conceptualised and executed by BBH is aimed to break through a category cluttered with melodramatic communication, with a fresh voice full of wit and humour.

    Founded by Varun Dua, Acko is a third-generation insurance company aimed at making insurance effortless. With is its digital-first interface, Acko is ushering in a new age of Insurance in India. Acko had raised a record seed round of $30 million from some of the marquee investors. More recently, in May 2018, the company raised $12 million in a new round of funding led by e-commerce giant Amazon.

    #PaisaVasoolInsurance

    The campaign draws from the insight that while purchasing insurance, people look for a product that provides value for every buck they spend. Acko’s consumer-centric offering at value for money prices along with a completely digital interface and hassle-free claims fills this market gap. The film’s hilarious storyline highlights this.

    Acko general insurance founder and CEO Varun Dua says, “Consumers today choose auto insurance mainly based on pricing followed by quality of service. We are able to offer disruptive prices to the consumers due to the possibility of distribution & underwriting efficiencies in the lean digital model. We also offer 3 days claim guarantee along with doorstep pick and drop facility.”

    Acko business head Jagjeet Harode adds, “We have taken a quirky route to stand out amongst other Ads and establish the “paisa vasool” proposition of Acko. This is the first time in India, an insurance company has taken value for money positioning and the idea of the campaign is to encourage consumers to check out car and bike insurance prices on the Acko website before making the decision.”

    BBH chief creative officer and managing partner Russell Barrett mentions, “Acko is a disruptive product in a fairly standardized category. While the “paisa vasool” message is not new in the world of advertising, we needed the work to be as disruptive as possible without losing simplicity or compromising the codes of the category. We have had great fun working on this brand and when that happens, it shows in the work too.”

  • Pepperfry asks consumers to not wait for Diwali to shop

    Pepperfry asks consumers to not wait for Diwali to shop

    MUMBAI: Furniture and home products marketplace pepperfry.com has unveiled a new marketing campaign to launch the pre-festive “Why Wait For Diwali Sale”.

    Through this campaign, Pepperfry encourages customers to gear up for the festive season in advance by shopping the sale and availing discounts of up to 50 per cent off on just about everything on Pepperfry.

    Diwali is typically seen as the time to refresh, renew and rejuvenate. Consumers tend to put-off their high-value purchases, like furniture, till Diwali in order to cash in on festive promotional offers and price offs. Pepperfry aims to tap these consumers, by giving them compelling reasons to shop now. The key message of this campaign revolves around driving interest to the “Why wait for Diwali Sale” and encourages consumers to shop for furniture and home products right now.

    The new campaign revisits the brand’s core consumer promise of always providing unbeatable value, through great prices and amazing discounts. As the category leader, Pepperfry has been passing on the benefits derived by working directly with 10,000 home and furniture manufacturers to the consumers, thereby acting as an ally in their purchase cycle.

    As a brand that has been ahead of the curve with its standout marketing strategy and communication, the new television commercial takes a highly stylistic, grand Broadway-esque approach to spice up the furniture and home ware category in India.

    The campaign comprises one creative execution with 30 and 15 second edits that will be aired across key television channels like Colors, Star Movies, Sony, Movies Now, etc., multiplexes across 5 cities, digital and social media. It has also been adapted for radio for top five markets.

    The total outlay for the month-long campaign is Rs 12 crore and will reach 10 million Indian households.

    The film conceptualised by Law and Kenneth Saatchi and Saatchi, has a spirited, exaggerated vibe that is hard to miss.

    Pepperfry chief marketing officer Kashyap Vadapalli says, “Pepperfry is known for single-handedly expanding the organised furniture category in India both online and offline. As consumers evolve beyond the hygiene factors like service and delivery we want to give them more reasons to shop by adding excitement to their furniture shopping experience with interesting designs, lots of variety and great value. Therefore, the tone and manner of our new commercial is vibrant with a theatrical approach which is very different from Pepperfry’s previous campaigns. With this campaign we want to trigger interesting conversations around the brand and the category.”

  • NIVEA says ‘Shake. Spray. Start.’ with Ranveer Singh

    NIVEA says ‘Shake. Spray. Start.’ with Ranveer Singh

    MUMBAI: FCB Interface has launched a campaign for NIVEA MEN with the brand’s new face, Ranveer Singh.

    It’s a first-of-its-kind innovation in the deodorant category, a unique dual-phase deodorant with two layers floating one on top of the other. A blue layer that gives freshness and a clear layer that guards the freshness. When the two layers are mixed, the Freshness Guard Technology is activated. And once sprayed, it makes sure your freshness doesn’t escape for hours.

    The quirky campaign aims to get consumers to ditch their regular deodorants and try the cool new NIVEA MEN Duo.

    FCB Interface chief creative officer Robby Mathew says, “When the idea is in the product itself, the task then is to show it as it is. And Ranveer, despite his larger than life personality, makes the product the undisputed hero of the film.”

    NIVEA India managing director Neil George adds, “NIVEA India is addressing needs of young consumers by tapping into the trend of ‘modernity’ and Ranveer is the perfect evangelist for the brand to increase its engagement with young India. Just like him, our innovations are hard-working, modern and care for you. We are confident that NIVEA MEN DUO is an innovation that will create a strong disruption in the extremely cluttered deodorants category.”

  • Resiquick launches maiden campaign with Varun Dhawan

    Resiquick launches maiden campaign with Varun Dhawan

    MUMBAI: Resiquick, the new instant adhesives brand from Astral Adhesives, has launched a new campaign developed by Lowe Lintas Ahmedabad.

    Varun Dhawan is the brand ambassador for Resiquick promoting the adhesive brand in a multi-film campaign.

    Astral Poly Technik VP for business development Kairav Engineer says, “Our a ssociation with Varun Dhawan for the instant adhesive range is in sync with our brand ethos and identity, which is to innovate and introduce newer products that surprise and delight both, our trade and consumer. It is for the first time in the segment that a brand ambassador is signed on for a Cyanoacrylate-based instant adhesive product, and we are confident that Varun is a perfect fit with his on-screen and off-screen persona.”

    The multi-film campaign shows how using a glue that spills can land people in tricky and sticky situations. Varun Dhawan introduces the audience to the hero of the film – Resiquick adhesive, pronouncing its unique benefit of ‘1 drop at a time’ for ease of use and the strong bond it provides with the tagline ‘sirf chipkao nahi, jodo’.

    Lowe Lintas executive director Sagar Kapoor adds, “The Resiquick tube is of superior design. It delivers one drop at a time hence is not clumsy to use. It also has a cap that can be reused, unlike most others in the category. So we decided to focus on the real benefit. Of course, delivered in an engaging and entertaining way. We were fortunate to get Varun Dhawan to help us do that.”

  • SKODA enhances customer experience in new ad with Boman Irani

    SKODA enhances customer experience in new ad with Boman Irani

    MUMBAI: Premium automobile brand SKODA Auto India has launched its latest campaign titled ‘Peace of Mind’ that focuses on enhancing ownership experience.

    The ‘4-year Service Care’ is a first in the industry, which offers 4 years warranty and 4 years road-side assistance as a standard feature with all SKODA cars. It also has an optional 4 years maintenance package.

    The simple and humorous campaign is a part of their long-term strategy of ‘Delightfully Surprising’, under which 3 TVCs were released in 2016. At that time, ŠKODA India had seen a complete revamp right from their products, network and after-sales services.

    The new campaign comprises a TVC in which celebrity Boman Irani has played himself. Initially he is seen admiring the SKODA Kodiaq and its many features. And by the end, he is delighted to know that it comes with a hassle-free ownership package as well.

    Commenting on the films, Tarun Jha – Head of Marketing and Product, SKODA AUTO India Pvt. Ltd. said: “SKODA India has always believed in enhancing customer experience and offering delightful products every single time. The 4-year service care package is a unique proposition and has a singular focus of making the ŠKODA ownership hassle-free and pleasant. Apart from the service care package, a host of other initiatives have also been launched.”

    Publicis Ambience COO Paritosh Srivastava says, “We had a clear task at hand – to highlight peace of mind that comes with every SKODA car. One look at the campaign, and you’ll know it is trademark SKODA in every way. It’s testimonial in nature but is also a warm and charming human story. SKODA is the first brand to launch this package and we wanted to reinforce the hassle-free ownership experience. With this campaign, we are confident that fence-sitters and others will understand that SKODA not only offers great cars but a great after-sales experience too.”

    Publicis Ambience head of creative Ramakrishnan Hariharan adds, “The build quality and features of SKODA cars speak volumes about German precision. But over and above physical attributes, SKODA cars come with a great ownership experience that is unparalleled in the category. And these offerings are not limited-period offers they come standard with every SKODA.”

    It is commendable to note here that in SKODA’s almost two decade long presence in India, their partnership with Publicis India has been SKODA’s longest among all agency partners.

    SKODA India today has a network of 68 sales and 67 service outlets across the country and has sold over 3,00,000 units of its cars since it launched two decades ago.

  • Sun Pharma launches Volini Maxx with Virat Kohli

    Sun Pharma launches Volini Maxx with Virat Kohli

    MUMBAI: Sun Pharma Consumer Healthcare, a division of Sun Pharmaceutical Industries has launched Volini Max.

    The company has signed Virat Kohli, captain of Indian cricket team as the new brand ambassador of Volini. A 360 degree marketing campaign featuring Virat Kohli goes live today. 

    Kohli says, “I’m happy to partner with Volini and announce the launch of Volini Maxx – India’s strongest pain relief spray. Athletes are required to push through pain on a regular basis, and Volini has been my trusted pain relief partner for decades. With its instant pain relief formulation, I am able to focus on my game and not the pain.” 

     

    Volini Maxx is a new variant of Sun Pharma’s popular brand, Volini. Its unique formulation of 2 per cent diclofenac makes it 100 per cent stronger than the existing 1 per cent diclofenac sprays available in the Indian market. Volini Maxx is targeted for severe pains including musculoskeletal, joint and low back.

    Sun Pharma CEO India for emerging markets and consumer healthcare Kal Sundaram mentions, “Volini has been a trusted pain relief partner for over two decades. We are happy to introduce Volini Maxx spray which is stronger than any other topical pain relief spray available in India*. It will provide effective relief to people suffering from back and joint pain & also in sports injuries. Known for pushing the limits of physical endurance, Virat echoes the brand vision of constantly improving performance and not letting pain come in the way of going that extra mile.”

    Lowe Lintas President Madhu Noorani adds, “Virat Kohli headlines more than every cricket match he plays. He is celebrated for his consistent performance and unmatched levels of fitness. Unstoppable, he is always seen firing on all cylinders on the field. However, this does not come easy in today’s demanding competitive cricket world. A sportspersons life, more than anyone else’s, is liberally sprinkled with injuries and when you are knocked down, what matters most is how quickly you can come back to the game.”

    The overall topical analgesic market in India is valued at Rs 3380 crore growing at 11 per cent. Out of this, the spray category is around Rs 356 crore growing at 18 per cent, according to Nielsen MAT June 2018 report.

    Sun Pharma is the world’s fifth largest specialty generic pharmaceutical company and India’s top pharmaceutical company.

    Sun Pharma’s global presence is supported by 42 manufacturing facilities spread across six continents, R&D centres across the globe and a multi-cultural workforce comprising over 50 nationalities. In India, the company enjoys leadership across 13 different classes of doctors with 32 brands featuring amongst top 300 pharmaceutical brands in India. Its footprint across emerging markets covers over 100 markets and six markets in Western Europe.

  • Foodpanda celebrates The Crave Party; desserts at just Rs 9

    Foodpanda celebrates The Crave Party; desserts at just Rs 9

    MUMBAI: Foodpanda, the food experience platform has launched its biggest food campaign till date called The Crave Party for its users across its top priority markets.

    The campaign will kickstart with the industry first offering of desserts at just Rs 9 followed by attractive values for popular categories of snacks starting at Rs 19 and biryani starting at Rs 79.

    From 29 August, users will be able to indulge their cravings and avail these prices with no minimum order value. Users will see specialised collections on the app for various such offerings during the campaign.

    The campaign The Crave Party is aimed to celebrate the universal love for food that ties all the foodies in the country together. Foodpanda has designed this and the upcoming offerings keeping the emerging trends and sentiments of the consumers in perspective at the same time aligning them with the business objectives.

    Foodpanda CEO Pranay Jivrajka says, “There is nothing more unifying than the love for food and we want to embody that on our platform. Through the most popular categories like desserts, snacks, biryani, etc., we intend to provide our customers with the best food experiences on the platform. At the same time, we aim to establish long term relationships with our partner restaurants by introducing such compelling propositions. On the technical and logistical fronts, we aim to hire the right set of people needed, leverage Ola’s prowess and ensure that the last mile is covered with a strong customer support.”

    The campaign will witness a strong integration with Ola assets and properties and will reach out to Ola customer base for maximum impact. Foodpanda will also be building a fleet of 60K delivery riders in the next two months to meet the demands of the campaign and ensure a seamless ordering experience for the consumers.

    With the food app joining hands with one of India’s most largest mobility platform- Ola, it entered a new phase of reinvention and energised efforts to make a difference in the market with untapped opportunities.

    Foodpanda has the capability to leverage Ola’s technological prowess and cross market their offerings to a customer reach of more than 100 million Indian customers.

  • HDFC Bank, Firstpost give unique twist to Raksha Bandhan

    HDFC Bank, Firstpost give unique twist to Raksha Bandhan

    MUMBAI: HDFC Bank has associated with digital newsroom Firstpost, to make this Rakshabandhan an agent of social change with its #RakshaMatlabRokNahi campaign.

    The ad campaign shares a unique take on the cherished Raksha Bandhan ritual. It signifies that the much loved and celebrated sibling festival is not only limited to protecting one’s sister but should also expand to protecting the dreams and aspirations of every woman.  

    Women’s emancipation is a continuous process of unlearning and rethinking the decisions we are traditionally used to making. To manifest our thoughts into action we just need that small but important nudge to make a difference. This was the key insight which leads to the concept.

    In the touching video created by Firstpost Studio, a brother informs his sister that his wife won’t be taking up an excellent career opportunity as it involves travel and wouldn’t be safe. To which the sister patiently explains that protection does not mean setting limits. The stirring message hits the audience when she asks her brother for her Rakhi gift – to protect not only his sister but the dreams and aspirations of every woman he meets.

    HDFC Bank CMO Ravi Santhanam says, “We have noticed women get more financially independent than they were and make decisions about their own money. That being said, there still exist social norms which keep some women from being decision makers. We wanted to address this in our video. The #RakshaMatlabRokNahi campaign creatively reinforces HDFC Bank’s core messaging encapsulated in our tag-line – ‘We Understand Your World.’ We are delighted to have found the right partners in Firstpost, who in turn delivered on our expectations for the campaign.”

    Network18 Digital business head for English general news cluster Azim Lalani adds, “We are glad to have associated with HDFC Bank to bring an offering that resonates with the audience and effectively drives the message of the brand. Our platform consistently strives to deliver progressive content that deeply connects with the audience, and the team has made a sincere effort to bring that forward with the #RakshaMatlabRokNahi campaign.”