ITV

Category: Ad Campaigns

  • Amazon’s festive season ad asks consumers to splurge with their ‘Dil-Dimaag’

    Amazon’s festive season ad asks consumers to splurge with their ‘Dil-Dimaag’

    MUMBAI: Amazon India has kicked off the upcoming season with its campaign ‘Dil-Dimaag’.

    Aimed at preparing customers for the festive season, the campaign showcases the ease and convenience of shopping on amazon.in  in some of the most loved categories of smartphones, home appliances, kitchen and fashion. 

    The campaign features three different TVCs and is on air from 20 August 2018.

    Each TVC starts with the omnipresent dilemma between the heart and the mind highlighting the various benefits of buying on Amazon such as wide range of top brands, scheduled and damage free delivery, 48-hour installation and 30-day return policy. The Dil-Dimaag campaign seeks to establish Amazon.in as the preferred choice for customers buying needs, be it festive shopping or daily essentials.

    Conceptualised by Leo Burnett Orchard and directed by Jerald Packiasamy of Still Waters Films, the campaign brings alive the heart and mind through twin characters in the film and showcases the eternal debate between the two when it comes to shopping online. With the heart (dil) eventually convinced as the mind (dimaag).

    Amazon India director for mass and brand marketing Ravi Desai says, “When it comes to shopping on Amazon we see that there is a conflict between the heart and mind of consumers. There is a desire to shop on Amazon but they are held back by certain things which they are unaware of. The Dil-Dimaag campaign seeks to help customers understand our offerings better especially in categories where purchases are planned in advance. The upcoming festive season will be the biggest celebration yet on Amazon.in where customers can expect the widest selection, the best deals and maximum savings.

    “As a lead-up to the festive season, our campaign seeks to provide information and clear doubts as our customers prepare their shopping lists. This season is going to be our biggest ever in terms of traffic, new customers, digital payment adoption as well as sales,” he adds. 

    Leo Burnett Orchard executive creative director Neel Roy mentions, “Each of the stories we chose to execute is based on insights into various concerns with online shopping. Your mind and heart are always in a state of conflict. When doubts get clarified with logical answers, decision making becomes easy. So we chose a simple storytelling format with a small twist. We told these stories using twins. It was a fun way to execute ‘Dil and Dimaag’ that conveyed our intended message that when both mind and heart agree, your decision becomes a whole lot easier.”

  • Panasonic launches OLED TV campaign featuring Ranbir Kapoor

    Panasonic launches OLED TV campaign featuring Ranbir Kapoor

    MUMBAI: Panasonic India has launched a marketing campaign for its recently launched OLED TV.

    The new OLED TVC is themed – Beyond Technology. The 360-degree campaign speaks of Panasonic’s advanced proprietary technology in different aspects – Obedience as it enables you to search content with voice interaction, Compatibility as it allows two-way Bluetooth connection, Simplicity as you can easily swipe and share content from your phone to the TV and vice versa, Truth as it depicts true presentation of colors, and Power as its super bright panel delivers ultra-bright picture.

    The integrated campaign has been conceptualised by Makani Creatives and will be run across television, digital, airport outdoors, in stores and print mediums.

    In the TVC, the OLED has been personified as a human that understands the need of its consumer. Each frame of the 42 second television commercial illustrates the technology aspects of Panasonic such as the hexa chroma drive pro, absolute black filter, ultra fine tuning, swipe and share technology and dynamic blade speaker.

    The TVC is being aired pan-India across television and digital platforms of mix genre and majorly focusing on HD, English news and movies channels and infotainment among others.

    Panasonic India chief marketing officer Sarthak Seth says, “Through the newly launched TV campaign for OLED range involving Ranbir Kapoor, we aim at strengthening our brand promise and further reaching out to our consumers who aspire for a cinematic experience.”

    Makani Creatives MD Sameer Makani adds, “Panasonic is one of the most trusted consumer electronic brands in the world, especially in the television category. It is already established that Panasonic TVs have the best picture quality and with this campaign we wanted to go further than that. The Panasonic OLED has the best viewing experience and is packed with features that are made keeping in the mind the end user. The campaign brings out these features from the point of view of Ranbir Kapoor and in a true sense accentuates the user experience.”

    Embodying the elegance and pursuit of perfection inherent in Japanese design philosophy, the new premium range of OLED TV has a sleek and striking design that makes it a luxurious complement to the interiors of homes. It goes a step further by offering technology that translates into features and benefits that are unbeatable. It aims at giving users the best possible picture quality and colour accuracy, showing movies in the way the filmmakers intended.

    The new OLED line up comes in 55 inch FZ950 series and 65-inch FZ1000 series with starting price of Rs 2,99,000.

  • NESPLUS urges families to start mornings with a ‘kadak’ breakfast

    NESPLUS urges families to start mornings with a ‘kadak’ breakfast

    MUMBAI: Breakfast cereals brand NESPLUS, from the house of Nestlé India has announced the launch of its first ever TVC, bringing their ‘Kadak campaign’ to life.

    The campaign focuses on how a ‘Kadak’ breakfast combined with a mother’s love is the driving force to wake us up every morning. The commercial also highlights the tasty and healthy aspect of the product with a focus on how NESPLUS breakfast cereals remain crunchy even in warm milk until the last bite.

    The ad revolves around the morning routine of mothers with their children showcasing how they get them ready for school every day. The mothers are shown serving NESPLUS breakfast cereals to their children.

    Nestlé breakfast cereals business executive officer Aparna Chopra says, “We are extremely excited to launch our first ever TVC. The ad campaign captures how NESPLUS, coupled with mothers’ love will prove to be the ‘Kadak’ dose of wholesome ingredients that every household requires in the morning. With the perfect taste combined with loads of health, we are certain that NESPLUS is certainly leading its way to become the ‘Kadak Naashta’ of Indian families. 

    The pan-India campaign entails a heavy focus on nationally covering not only key metro towns, but also larger regional clusters with regional TV.

    NESPLUS was recently launched in India in July 2018 through the first of its kind digital-first approach on Amazon’s Prime Day. This was the first ever FMCG launch on Amazon Prime which resulted in over a million interactions with the brand within the first week of activation even prior to the launch. A record sale of one unit of NESPLUS every three seconds post launch was registered for NESPLUS breakfast cereals.

  • Niine Sanitary Napkins shows brothers a useful Raksha Bandhan gift for sisters

    Niine Sanitary Napkins shows brothers a useful Raksha Bandhan gift for sisters

    MUMBAI: The challenger Indian menstrual hygiene brand Niine Sanitary Napkins has unveiled a new video campaign this Raksha Bandhan holiday, encouraging brothers to give the gift of menstrual health, hygiene and dignity to their sisters.

    Niine Sanitary Napkins launched in India this year with a mission to provide wide access to a high quality, appropriately priced sanitary product to menstruating girls and women across rural and urban India, including in hard to reach areas and communities such as tribal. The video campaign released by Niine Sanitary Napkins is the latest initiative by the Niine Movement, an ambitious five-year plan aimed at raising awareness on the importance of menstrual hygiene and tackling the taboos associated with menstruation.

    In the spirit of the festival, Niine Movement’s new film has been produced by the creative agency Anomalous, with the brief being to encourage siblings to talk freely about periods and break the stigma that surrounds it.

    Speaking about the concept of the film, creative director Ankita Gupta said: “Raksha Bandhan is a festival that celebrates the love and devotion of a brother and his sister. With the right balance of emotions, the film brings to light that a brother’s role as his sister’s protector should not end at just shielding her from getting in trouble with their parents or the real life bad guys, but by also providing her with the basic necessities to live a healthy and dignified life. We hope this film will enable siblings to talk freely about periods and break the stigma that surrounds it.”

    Using the hashtag #SurakshaBandhan, the film tells boys and men to think about giving their sisters a present that matters more than money or other traditional gifts, and give the gift of good health, hygiene and dignity with a Niine.

    Niine Movement founder Amar Tulsiyan says, “From no girl child missing school because of a lack of sanitary napkin access to no infections because of poor menstrual hygiene, increasing awareness of sanitary napkins will only have positive effects for women and girls. The only way we can do this is through talking to men and boys too and letting them know that by helping your daughters and sisters access sanitary napkins, you are protecting them. We need to bridge the gap and encourage both men and women to not just talk about menstrual hygiene but also encourage women to use sanitary napkins.”

    Despite menstruation being an experience lived by as many as 355 million girls and women in India, approximately only 18 per cent of them currently use sanitary napkins with approximately 82 per cent of women often reverting to unhygienic and unsafe alternatives such as old cloths, rags, hay and even ash. The reasons behind this staggering statistic include decades of archaic attitudes and stigma surrounding menstruation, the lack of choice and accessibility for safe and affordable sanitary products and the limited awareness of the importance of proper menstrual hygiene management; even amongst the 18 per cent, some are still unaware of maintaining proper genital hygiene and the correct usage of the product, often overusing sanitary napkins.

    With more than 90 per cent of India not having an adequate waste disposal system, a major deterrent for girls and women not to use sanitary napkins is the lack of disposal facilities. Niine will be the first brand in India to provide free disposal bags along with its product.

  • Borosil launches campaign with Indian athletes

    Borosil launches campaign with Indian athletes

    MUMBAI: Glassware company, Borosil, has recently joined hands with Indian Olympic Association (IOA) as the official hydration partner for national athletes representing India at all upcoming Olympic events. In sports, things don’t just begin and end on the field, they go beyond that because athletes inspire us with their passion and bring pride to their nation, binding people together. And when it comes to sweating it out to fulfil their dreams, our sportsmen leave no stone unturned.

    It is this relentless dedication that made Borosil want to walk beside them on their journey and collaborate with the Indian Olympic Association.

    The campaign #ThirstForGold will run across all upcoming big-ticket events starting with the Asian Games 2018.

    The intent is to create a public awareness campaign championing the athletes and for their victory to be shared by all proud Indians. To mark the beginning of this journey, an anthem was written set to the background of a heartwarming story. The video features a child playing the lead who offers Bajrang Punia the tri-colour flag exhorting him with a passionate plea saying,  “#JhandaGaadKeAana” at the Asian Games. Also, seen in the video are star Indian wrestlers Hardeep Singh and Pawan Kumar.

    The Borosil team didn’t have to wait too long for our athletes’ hard work to show results. Bajrang Punia struck gold on the second day of the Asian Games in wrestling. And it so happened that he also featured in our anthem video. This got the team to working harder, to release the video immediately to convey congratulations and share the pride with this spectacular victory. The team got together and within two hours of getting the news managed to launch the video on social media, way ahead of its scheduled release date. 

    A song about following your passion, working hard and sweating it out to quench your thirst for victory, the anthem urges us all to never stop or tire and give up. It inspires not just team India but also all of us to push harder and chase our dreams. And since the anthem struck a chord with every Indian’s heart, it has already received overwhelming love and support.

    The larger campaign #ThirstForGold will further add more television, print and online content basis this theme shot with top national athletes from across disciplines.

    Borosil managing director and chief executive officer Shreevar Kheruka says, “This is a very proud moment for us, to be associated with the Indian Olympic Association as their hydration partner. We are glad to be able to support the Indian athletes in their endeavours and look forward to a long-term association. With the launch of our new media campaign #ThirstForGold, we celebrate the victory of medals won by India, and the many more that are yet to come. We want the nation to join us in celebrating these athletes and their efforts to make our country proud.”

    As part of the partnership, Borosil Glass Works Ltd will provide the Indian athletes and officials with their hydra range of bottles  to ensure that the athletes use the best available products to stay well hydrated during their training and competitions. It is a long-term collaboration that extends till 2024 which covers two Asian Games (2018, 2022), two Youth Olympic Games (2018, 2022), Commonwealth Games (2022) and two Olympics (2020, 2024)

    Borosil has expanded its consumer offering from its core glassware range to include opalware dinner sets (sold under the brand Larah), kitchen appliances, storage products, glass lunch boxes and stainless steel vacuum insulated flasks and bottles. With increasing concerns around the health and environmental implications of plastic, Borosil is rapidly growing its range to provide consumers with convenient, safe and healthy alternatives, such as its revolutionary glass lunch box.

  • Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    MUMBAI: Asset management company, Axis Mutual Fund has launched a new brand campaign – The Responsible Mutual Fund.

    The key insight gathered was that investors know that mutual funds over longer term tend to give superior returns, compared to traditional instruments. Though investors are ready to experiment and invest in mutual funds, they are a little fearful. Investors in general are risk averse when it comes to money while being adventurous with many other things in life. In such instances, people need assurances not of high returns, but that of care and concern for the hard-earned money that is invested.

    With this insight, the repositioning of Axis Mutual Fund to ‘The Responsible Mutual Fund’ is thus an important milestone in the journey of the brand. The new campaign marks the evolution of Axis Mutual Fund brand by playing the role of a credible and responsible asset management company which understands that the investors need comfort and confidence from the fund house that their hard earned money is in safe hands and would managed with utmost care and concern.

    Conceptualised by The Womb, the film portrays how Bijoy da, an experienced jungle tourist guide accompanying a family entering the wild which is fraught with risks all around owing to the possible presence of man eater tigers around who have a tendency to attack from the behind, is aware of inherent pitfalls and perils while having joyful ride in the forests. Bijoy da knows how this risk is to be managed as we see each family member donning human masks at the backside (given by Bijoy da), as he knows the tigers don’t attack looking into the eyes and hence the possibility of tigers attacking is nullified. An experienced fund house in Axis Mutual Fund too, like Bijoy da, is fully equipped to understand the risks and manage them.

    The brand broke the campaign with a massive internal program, extends through TV and outdoor, and will culminate with a sustained distributor campaign.

    Explaining the rationale for the brand campaign, Axis Mutual Fund MD and CEO Chandresh Nigam says, “The campaign features our brand philosophy, to provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”

    Leading the campaign, Axis Mutual Fund marketing and VP Rohan Padhye adds, “The mutual fund industry is growing at a rapid pace, and as a business we are seeing healthy growth. While AMFI (Association of Mutual Funds in India) is doing a stellar job in creating awareness and relevance for our category, our task at Axis MF is to build preference and consideration for the brand. Responsibility plank is competitively distinctive, relevant to the consumer and true to us given the way we have been managing money.”

    The Womb Founder Navin Talreja mentions, “This was one of the more complex ones to pull off. When you have a large organisation with many valid points of view, and more than one right way to go forward, you need skill, patience and integrity to get alignment. We are proud that the entire top management team rallied behind this thought. And while it looks simple, everyone’s aware that this thought will put every Axis Mutual professional under the spotlight. It is an attitudinal and behavioural commitment that that brand is now making to the wider world. It puts pressure, but a good kind of pressure.”

    The Responsible Fund House brand campaign has precisely captured the key message of how Axis Mutual Fund with its demonstrated expertise, is equipped to manage investments with responsibility.

  • Mochi Shoes’ Raksha Bandhan ad says, ‘Escape Bro-zone’

    Mochi Shoes’ Raksha Bandhan ad says, ‘Escape Bro-zone’

    MUMBAI: Continuing with its promise of making each occasion even more special and memorable, Mochi, one of India’s largest fashion footwear brand created a humorous ad film, Escape Bro-zone, for Raksha Bandhan.

    Conceptualised and created by Makani creatives, the film questions the stereotype emotional appeal in a fun way and takes the audience back to college days. The objective behind this ad film was to break the clutter in the market and strengthen the relationship between the brand and young target audience by reflecting their personalities.

    The ad film which will be launched across social platforms- Instagram and Facebook and 400 + cinemas screens across India. The content led strategy was conceptualised after deep diving into consumer insights and hence the script, take and distribution strategy.

    Mochi vice president for marketing Alisha Malik says, “Mochi Shoes and Accessories has always been synonymous with fashion, chic style and in sync with their young target audience. This film reflects how Mochi is integrated in the lives of our customers in a fun & engaging way. Wherein other brands are busy playing up emotions on rakhi, we wanted to take a different route to break the clutter. As a brand we share a very strong bond with our customers and will continue to provide stylish, fashionable and quality products to help the consumers to be in vogue.”

  • Brand Factory’s Raksha Bandhan ad all set to redefine sibling bond

    Brand Factory’s Raksha Bandhan ad all set to redefine sibling bond

    MUMBAI: Brand Factory, a fashion discount chain by Future Group, wants to make this Raksha Bandhan a unique experience for siblings. While the world focuses on highlighting just the sibling bond, Brand Factory took a different route to showcase not just the bond but how a brother plays a larger role in a sister’s life. The brand believes that there are unimaginable ways a brother supports a sister no matter how challenging and sometimes unachievable her dreams may seem.

    Hence, this Raksha Bandhan, Brand Factory has introduced the #BrotherLikeNoOther campaign. This campaign is its attempt to celebrate those brothers who help their sisters chase and achieve their dreams. Dreams that are often shunned by society, but how a brother will only encourage and coax his sister to chase her dreams.

    The campaign began during this week across the brand’s social media handles, Facebook, Twitter and Instagram. The concept of #BrotherLikeNoOther has been brought to life through a series of posts, contests and more that urge participants to share their experiences of how their brother has been a solid support system. The content connected well with audience which was proved by heart-touching sibling stories received on each post. The campaign was further amplified through FB posts which promoted Brand Factory gift cards. Through website integration purchasing gift cards became easy. At the very beginning of the launch, the campaign has received an exhilarating response of more than 6.5 million reach across its various social media platforms. 

    Simultaneously, mega influencers like Smriti Mandhana, Rajvee Gandhi to name a few and community pages like Awesome Things in India, Scrawled Stories will be joining the #BrotherLikeNoOther campaign soon.

    To break the monotony of the generic brother-sister rakhi commercials, here’s a fun and quirky one-minute video conceptualised by Publicis Ambience. The video explains, no matter how crazy, how many demands; a brother can fulfill his sister’s wishes because Brand Factory has a deal for every demand. The video is live on its social media platform and has crossed over 1.5 million views already. 

    Brand Factory chief marketing officer Roch D’Souza says, “During festivals and occasions Brand Factory would like to be more relevant through its offerings and fabulous discounts, to its customers. We had a holistic 360-degree communication approach for the campaign and have been getting immense responses via personal stories and visuals, through our campaign thought of #BrotherLikeNoOther. This campaign was extended to all our stores through the gifting options for a sister be it shoes, handbags, womenswear and has helped drive women walk-ins to our stores.”

    IdeateLabs business head Ashish Rana adds, “Our idea was to pay tribute to this great festival of Raksha Bandhan by highlighting the bigger role of brothers. And digital exploded the #BrotherLikeNoOther campaign by weaving a story around brothers who pushed their sisters to achieve their dreams. The content did work wonders as our social media handles were flooded with sibling stories. Now, we will take this campaign to the next level with digital influencers and community pages.”

    Commenting on the campaign, Publicis MD and chief creative officer for South Asia Bobby Pawar mentions, “Brand Factory is a brand that disrupts the category, so we came to the obvious conclusion, how can its advertising be otherwise? When convention dictates that you show good-looking people who ooze an ‘effortless’ ‘aspirational’ ‘youthy’ attitude, we went in the opposite direction.”

    Brand Factory is a chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and international fashion brands at 20-70 per cent discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.

  • Payback launches offers for Raksha Bandhan

    Payback launches offers for Raksha Bandhan

    MUMBAI: Payback, Indian multi-brand rewards program, has enabled its members to make it special for their loved ones in the form of offers during Rakhi by redeeming points.

    Payback points collectors get access to the largest rewards catalogue offering an impressive collection of gift hampers for upcoming occasion and shop for free through redeeming or using points at the Payback rewards catalogue on the website and app.

    Rewards catalogue offers variety of hamper options including sweets, chocolates, dry fruits, cakes, combos in addition to a wide range of products from categories like apparels, travel, gadgets to appliances and more.

    Furthermore, Payback this year sweetens celebrations with the first anniversary sale of its popular instant voucher platform VoucherWorld, where Payback Members can get exciting offers with up to 50 per cent extra on vouchers of leading brands like Myntra, Woodland, Levi’s, Shoppers Stop and more. Members can also earn and redeem points on all their purchases.

    Payback is running a special shoppers’ contest, where every week one lucky winner wins 25,000 bonus points and by month-end, lucky winner wins 1 lakh bonus Payback points basis their shopping this August month.

    Payback members can also enjoy double savings this festive month when they shop for top and most popular brands available across 70+ online sites such as Amazon, Flipkart, Myntra, Paytm Mall by earning new rewards points on the entire shopping over and above the online discounts available when they shop via website or app.

    Sharing the excitement, Payback India CMO Ramakant Khandelwal says, “Raksha Bandhan is a beautiful festival of love and bonding and we have brought innumerable offerings for Payback Members to enrich their joy & happiness. At Payback , we believe in making peoples’ life more rewarding and always encourage members to accumulate points, so they can use them during such special occasions to make shopping with Payback partners worthwhile. Through our wide network of partners and platforms, we make sure our millions of members get access to best of deals & offers and enjoy a delightful shopping experience.”

  • Harpic pledges to ‘Make India Toilet Proud’

    Harpic pledges to ‘Make India Toilet Proud’

    MUMBAI: Harpic, a pioneer in the toilet cleaning category, has reinforced its commitment for providing universal access to sanitation through its new campaign ‘Make India Toilet Proud’ coupled with the launch of ‘Swachh Bharat Pack’. 

    The campaign aims to drive behaviour change by normalising the act of cleaning. It encourages every Indian to dissociate taboos linked with cleaning toilets and feel proud to own a sparkling clean toilet. The newly launched ‘Swachh Bharat Pack’ comes with new packaging that enables consumers to get a bottle-like experience with a single use pack only at Rs 5.

    Commenting on the announcement, RB Hygiene Home CMO marketing director for South Asia Sukhleen Aneja says, “Harpic urges people to not just build toilets but, also take care of them, maintain it regularly and be proud of it. To make this possible, solutions need to be made available at a cost that is universally accessible for all. The Swachh Bharat Pack is a true revolution in an organic base that allows bio-degradation of waste in twin pit toilets.”

    Commenting on the same Akshay Kumar, Harpic sanitation ambassador adds, “Together with Harpic, I would urge all of you to join us in the mission and make India toilet proud. Shame linked with the word ‘toilet’ is only for those who keep their toilets unclean.”