ITV

Category: Ad Campaigns

  • Alpenliebe bring family closer in new campaign

    Alpenliebe bring family closer in new campaign

    MUMBAI: Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign: ‘Alpenliebe Ghuley toh Dil Milein’.

    The TVC is centred around the sweet, rich taste of Alpenliebe and is the result of a comprehensive consumer demand space mapping.

    Over the years, Alpenliebe has found its space in the Indian family set up. In India, joint families are still popular and research showed that the inevitable tiffs between generations are still commonplace. The story was thus based on the insight that making the first move to apologise is still the biggest barrier to get family members talking again.

    The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfather’s love for Alpenliebe to bring the duo closer. Using the candy as a bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something that’s completely the opposite of reality. The campaign also stars Boman Irani to improve campaigns memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike.

    Perfetti Van Melle India director marketing Rohit Kapoor says, “The new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the three generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.”

    McCann Delhi Creative head Kapil Batra adds, “The task was to dramatise the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.”

    The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.

  • Muthoot Group empowers human ambition in new campaign

    Muthoot Group empowers human ambition in new campaign

    MUMBAI: The Muthoot Pappachan Group, also known as Blue Muthoot, has recently launched its new campaign #KahaaniBlueSochki with its new brand ambassador Vidya Balan.

    As the Blue Muthoot, it introduces a new theme – Blue Soch – that is dedicated to the progressive thinking of its customers who demonstrate hard-work and determination along with firm self-belief in the face of adversity. The key message that the campaign aims to drive is that the Muthoot Pappachan Group supports people with the Blue Soch and thus, empowers human ambition.

    The films have been conceptualised by L&K Saatchi and Saatchi. The campaign comprises of two films for MSME loans- puncture shop and chai shop and two films for gold loans- mother-son and tailor.

    L&K Saatchi and Saatchi CEO and managing partner Anil S Nair says, “Unlike most financial services brands, who want to project themselves as the messiah of the underprivileged, Muthoot Pappachan Group respects the spirit and determination of the customers in their pursuit of success against all odds. The communication focuses on this belief that their customers are determined people with bigger dreams and we are happy to partner them in that journey. Interestingly, all the four TV scripts are inspired by true Muthoot Pappachan Group Customers’ stories, which is what makes it so endearing and our job so meaningful.”

    Talking about why Vidya Balan was chosen as the brand ambassador, Muthoot Pappachan Group chief marketing officer Sanjeev Shukla, elaborates, “By offering easily accessible and simple financial products and services to people who are not so well-off, but have the grit and gumption to achieve their aspirations, Muthoot Blue acts as a catalyst to their Blue Soch. Helping them to rise above their circumstances and build a brighter tomorrow for themselves. To talk to this audience, we found the perfect match in Vidya Balan.”

    The films have been directed by Nikhil Rao of Jamic films and were shot on location in the interiors of Gujarat to give them a real, gritty feel.

    The media approach is to maximise reach and at the same time create an impact in order to differentiate the brand.

    The TV campaign will spread the message across the country and will be supported by a cross-media blitz that will use a wide spread presence online and on-mobile.

    The agency, L&K Saatchi and Saatchi also worked towards brand re-positioning, from ‘Believe in Blue’ to ‘Blue is Belief’, which got accepted by Muthoot Pappachan Group, in the first go.

  • MS Dhoni asks audiophiles to #JusBol for SoundLogic’s new ad

    MS Dhoni asks audiophiles to #JusBol for SoundLogic’s new ad

    MUMBAI: PointNine Lintas has conceptualised and executed a multimedia campaign for the launch of SoundLogic’s new voice assistant wireless audio range.

    As the omnichannel agency of the brand, PointNine Lintas designed the entire campaign leveraging SoundLogic’s partner-evangelist, Mahendra Singh Dhoni. The new campaign, #JusBol, emphasises how easily you can manage all your chores with just voice commands.

    As the voice assistant-enabled audio segment is still nascent, one of the prime objectives for the agency was to build awareness about the category and highlight the product’s utility. To achieve this goal, PointNine Lintas built a digital-first omni-channel strategy.

    The campaign started with the first-ever flash sale in the audio equipment category on Flipkart. To celebrate Mahi’s birthday, SoundLogic is giving away a personalised gift from him along-with the product during the flash sale. The agency has created a go-to-market plan that will unveil over the next few weeks. The mix includes films, video content, social media conversations, retail merchandise, e-commerce partnership and PR.

    PointNine Lintas CEO Vikas Mehta said, “We are delighted to help SoundLogic create its first major marketing campaign in India. It’s a singular campaign that maps the entire user journey from awareness right upto commerce. Mahi’s upcoming birthday presented a great topical opportunity for us to offer something exciting to his fans and a limited edition range was born. Flipkart has been an invaluable partner in agreeing to do a first-ever flash sale for our products, giving us a great platform for the brand to make a debut.”

    SoundLogic is amongst the first voice assistant products to work on a Bluetooth technology making it platform and OS agnostic. Coupled with an attractive price point of Rs 1,299 onwards, it allows a much larger group of Indian audiences to have the first taste of smart audio devices.

    SoundLogic CEO and co-founder Sagar Gwallani added, “With this campaign we want to communicate how user-friendly SoundLogic’s voice-assisted range of audio products are. As the campaign is all about giving commands to the voice assistant, there cannot be any better choice than Captain Cool, who is known for his leadership qualities on and off the field.”

    The campaign revolves around the idea #JusBol. Vikas explains the idea further, “Most of our audience is not yet familiar with the concept of voice assistants. We needed to simplify the proposition down to something they can easily relate to and yet be compelling enough for them to try out. People are used to speakers playing sound (a speaker, speaks!); but here is a range of audio products that also listen. With this range, your speaker just got smart enough to be your assistant. Your voice is its command.”

    SoundLogic was founded in the USA in 2006 and has presence across various markets including India, UK, Europe and Australia. The brand entered the Indian market in 2011 and soon became one of the fastest growing brands in the audio and electronics industry providing consumers with innovative products at affordable prices. Introducing innovative gadgets, SoundLogic has an array of gadgets and gizmos for daily lifestyle.

  • Tanishq educates on diamond quality in new ad

    Tanishq educates on diamond quality in new ad

    MUMBAI: With the continued unease around diamond quality in the minds of consumers, Indian jewellery brand Tanishq has stepped up to create an educative campaign that talks about a set of pointers to be kept in mind when investing in diamonds.

    The film beautifully encapsulates the set of emotions one carries within when he/she is buying a diamond and how Tanishq takes absolute care in order to give their customers nothing less than a perfect Solitaire – a true #HeeronMeinHeera.

    The film #TanishqPromises shows a Tanishq jeweller at a Tanishq Diamond centre, speaking about the symbolisation of diamond to that of a person who you give your heart to. Classically, diamonds have always been portrayed as expressions of love. Operating on that premise, the film talks about how Tanishq picks up the perfect diamonds amongst the millions to be part of their family. 

    For Tanishq, the process of finding that perfect diamond is akin to the journey of finding true love. In a room full of diamonds, the one that shines the best are ought to be the ones from Tanishq because in order to deliver this unmatched product excellence, Tanishq ardently follows a set of eight promises. This film is a depiction of the strict monitoring procedures that Tanishq follows to make their solitaire product shine the brightest.

    Tanishq AVP of marketing Deepika Tewari says, “Diamonds and solitaires are an expression of celebration and exclusivity. However, there has been a significant rise in jewellery made of low quality diamonds in the market today. Through this campaign, we took it a responsibility to really address the situation by bringing ahead pointers that consumers need to keep in mind when investing in diamonds. We at Tanishq have eight stringent parameters that we follow to ensure all our diamonds are immaculate.”

  • Ray-Ban launches new campaign by Steven Klein

    Ray-Ban launches new campaign by Steven Klein

    MUMBAI: Global eye wear group The Luxottico has tapped the creative instincts of renowned American photographer Steven Klein for the second in a series of communication campaigns for its iconic brand Ray-Ban.

    The campaign will feature four shots starring four singular characters, each embodying a Ray- Ban icon. The images celebrate the liberating force of the road trip, interpreted as a metaphorical escape from the constraints of modern society.

    The campaign is another part of Steven Klen’s 2017 story  in which the protagonists shook off their past to free themselves. The spirit of the campaign is immediate, irrepressible and authentic, capturing the transformative power of self-expression.

    Commenting on this Steven Klein says, “It’s about freedom and letting go. Living in turbulent times, one of the things that evokes that for many people is a road trip. This campaign represents that no matter what hardships come your way, you can be an individual, go on your own path and experience fun, optimism, creativity, love… everybody’s looking for their own personal freedom.”

    The protagonists each wear a Ray-Ban icon, an extension of their distinct personalities: The Marshal, Wayfarer Blaze, Aviator Evolve and Hexagonal.

    Alongside the images the campaign also features a video campaign, four separate character videos and additional digital content, revealing more about the protagonists’ unique personal odysseys.

    1. With the straight-jacket of the city in the rearview mirror the protagonist drives into a never ending sunset. Literally stripped of restraints, his skin absorbs the warm light of freedom.

    The protagonist wears a pair of Ray-Ban Marshal. This Ray-Ban icon is the modern take on the tribute to the pioneering spirit of lieutenant Douglas MacArthur, launched in 1987.

    2. She’s her own person and on the road she can finally express that true self. With the wind in her hair and no fixed destination, the protagonist embraces the cool thrill of the unknown.

    She wears a pair of Ray-Ban Wayfarer Blaze. Ray-Ban’s mirror block reinvention of their iconic 50s design is beloved of musicians, celebrities and adventurers.

    3. With his dog and guitar for company our protagonist takes the road less travelled. He’s on a journey of self-discovery, and he’s not looking back.

    The protagonist wears a pair of Ray-Ban Hexagonal. The slim profiles of this new acetate optical shape give the iconic hexagon a new dimension. Featuring contemporary angles and vintage-inspired keyhole bridge, plus the classic Ray-Ban rivets and temple logos.

    4. Hitching a trip to “everywhere”, our protagonist runs through early morning light, towards a new dawn of authenticity and self-realisation.

    The protagonist wears a pair of Ray-Ban Aviator Evolve. The world’s most iconic sunglasses re-imagined withphotochromatic washed lenses that change colour density with light. Pink lenses recall the flamboyant 70s eyewear trends.

  • Uber launches 2nd leg of ‘Badhte Chalein’ campaign with Virat Kohli

    Uber launches 2nd leg of ‘Badhte Chalein’ campaign with Virat Kohli

    MUMBAI:  Ridesharing app Uber has recently launched an India-focussed brand campaign ‘Badhte Chalein’ which features brand ambassador Virat Kohli. The film, focusing on the driver partner community features Uber’s tenured driver partners from all walks of life.

    In India, more than four hundred and fifty thousand people choose to take a ride with Uber every day. These driver partners are central to Uber’s success across the country and Uber India is committed to serving them and unlocking opportunities for them to progress in life. 

    The second innings of the newly launched campaign, Badhte Chalein, reiterates the role that Uber plays in creating entrepreneurship opportunities i.e. a new way of working that leads to economic freedom, increasing productivity and financial inclusion for thousands of driver partners in India. With multiple ad sets targeted at different groups, the existing driver partner community and potential driver partners, this leg of the campaign will feature Kohli as a coach for the Uber driver partner community, motivating them to maximise their potential and become star performers:

    Uber India head marketing officer Sanjay Gupta said, “Uber is always finding ways to celebrate its driver partner community. Each day, our driver partners play a pivotal role in moving India forward and it is our constant endeavour to enable them to achieve greater heights. Through the representation of driver partners across the country in the ad film ‘Virat’s XI’, we want to showcase Uber as an inclusive platform that welcomes diverse backgrounds and provides entrepreneurship opportunities to millions of people. It further extends to strike the right balance between economic opportunity and dignity of the vocation.”

    Kohli said, “I was super thrilled to meet with these driver partners who work day and night behind the wheel in order to get India moving. This group was truly an interesting blend of people, beyond boundaries, age, gender and religion and the enthusiasm among them was infectious. Working with them on a campaign that is aimed at inspiring India move forward in every sense with cricket as a premise was an enriching experience. I am happy to be a partner to a company that has committed to keep India moving, not only in its functional sense but through its progressive and winning values as well.”

    Rakhi, a woman driver partner from New Delhi who was part of this campaign said, “It is a pronounced moment for all of us who come from different walks of life and societies to be part of such an exciting campaign. As a woman driver partner, Uber has given me an extraordinary opportunity of becoming my own boss. Hailing from an orthodox family, I have been given the chance to be independent for the very first time, and Uber has been extremely supportive throughout this journey. I sincerely hope that my journey encourages more women to step out of their comfort zones and experience the sweet taste of freedom. Being a part of such a huge campaign with a legend like Virat Kohli is extremely humbling. We are grateful and would like to thank Uber for giving us a platform and bring in a positive change in the way we work and earn a livelihood.”

    Concept of the brand film is narrated by Kohli which aims to highlight the experiences encountered by drivers daily behind the wheels of an Uber, thus acknowledging behavioural traits of a driver partner that lead to a six-star service. To bring alive Uber’s dream team on-screen, real-life driver partners are featured in the campaign.

    Uber’s relationship with Madison continues through 2018, to build and execute the media strategy for this intervention.

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  • ICICI launches campaign to promote iMobile app

    ICICI launches campaign to promote iMobile app

    MUMBAI: ICICI Bank has started new promotions for its app iMobile. Ogilvy has brought this proposition alive with a campaign titled, ‘Ek App mein poora bank’ (Your bank in an app).  

    Ogilvy has created five different films, each highlighting one feature of the app. The creative was strategically planned to grab and hold the viewer’s attention long enough to convey the message. This is why the films chose the short format approach.  Another first for ICICI was the use of humour in a campaign for a banking product.

    Ogilvy senior executive creative director Zenobia Pithawalla said, “ICICI Bank’s every attempt is to make banking a pleasurable experience for its customers. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner reiterating the joy of banking with ICICI Bank.”

    Ogilvy senior vice president Walter Noronha says, “Our aim was to communicate all products and services in one app, with a view to cross-sell the multitude of offerings by the bank and drive the brand experience further.”

    The iMobile app is one of the highest rated apps on Google Play Store and has become the top-rated mobile banking app in the country. Adding to that, for the last three years, The Forrester Banking WaveTM has been recognising ICICI Bank’s efforts in providing cutting edge mobile banking services and recognised ICICI Bank iMobile app as ‘India’s Best Mobile Banking Experience’ in 2018.

  • Xiaomi highlights trademark ringtone in new ad

    Xiaomi highlights trademark ringtone in new ad

    MUMBAI: Since its inception in 2014, Xiaomi has grown exponentially in the Indian smartphone industry.

    The brand earned its number one position in India for three consecutive quarters, and currently dominates the smartphone market with a substantial 30.3 per cent share as per the latest IDC research (Q1 2018), wherein one out of three smartphones sold in India is a Xiaomi phone.

    Xiaomi’s philosophy of bringing innovation for everyone combined with its robust India infrastructure of after-sales, well-established set of manufacturing units, innovative sales model and its 400+ strong workforce has significantly boosted the brand’s outreach. However, the growing popularity of the brand is mainly because of its passionate Mi fans who are not only increasing in numbers but also share great mutual love and admiration for the brand.

    The campaign offers a common fundamental feature that every Xiaomi user deeply connects with – its trademark ringtone. The campaign showcases that while people in India would be busy going about with their everyday lives, they may often hear and resonate with the sound of Xiaomi’s ringtone in the midst of their daily bustle. The campaign proves how this simple ringtone works as a subtle, yet powerful reminder of the brand’s widespread presence among the people of India. And the sound of this tone may often brim excitement in any given social space, leading several people to wonder if it’s their call to take.  

    The brand has now launched a new campaign that aims to connect with all individuals and Mi fans across diverse customer segments. Although Xiaomi India’s traditional audience was mostly technology enthusiasts of age group 18-40 years, who endorse the geeky spirit and can discern value irrespective of price bands; the brand has moved well beyond this, and now enjoys a widespread presence across different customer categories.

    The ‘Kiska Baja’ campaign will run across different channels which include television, radio, out of home, digital media and print media.

    The TVC campaign videos are launching across first three weeks of July, where the first launched during the India tour of England T20 cricket match. The overall campaign including other media will roll out within two months from July to August. 

    Kiska Baja campaign is a collaborative effort of the Xiaomi brand marketing team led by Karan Shroff, and Lowe Lintas, and is directed by Ayappa. 

    Xiaomi India VP and MD Manu Jain says, “Kiska Baja is a sincere effort from our team to portray where our brand stands today, and how our major success resulted because of all the massive love and attention we received from the people of India. As we continue providing innovative products of high quality with best specs at honest pricing, we hope our customers will also enjoy our technology and deeply connect to our widely growing Mi community across India.” 

    Lowe Lintas chairman and CCO Arun Iyer mentions, “The idea was inspired by real life events. Wherever we went, airports, offices, supermarkets we heard a familiar tone. Realising this, we decided to have fun with the idea of what happens when there is a Xiaomi in every pocket.”

  • Bajaj Finserv drives awareness around its EMI Network

    Bajaj Finserv drives awareness around its EMI Network

    MUMBAI: Bajaj Finance, the lending arm of Bajaj Finserv has launched the digital campaign to drive awareness around its EMI Network.

    The campaign aims towards highlighting the wide range of product categories on the platform along with instant and hassle-free financing options.

    The new campaign takes forward the brand proposition of Bajaj Finserv towards making consumer’s life pursuits hassle-free. It builds on the brand’s endeavour to offer best-in-class shopping experience to its consumers through a no-cost EMI option on a gamut of products ranging from electronics, appliances, smartphones, home décor, groceries to fashion, travel, fitness, sports and lifecare.

    The film has been conceptualised and executed by LEO Burnett, Mumbai. Digital videos supported by related content will be targeted across all digital platforms. The campaign will be live till 10 August 2018.

    Bajaj Finserv’s EMI network is India’s fastest growing EMI Network that brings together hassle-free payment options and over 60,000 stores spread across 1300+ cities in India. This robust network of sellers offers its customers the option to buy over 1 million products in over 30 categories on easy EMIs. This includes consumer durables, digital products, lifestyle products and new categories like groceries, holiday packages and lifecare surgeries like bariatrics, knee replacement and hair transplant.

    The Bajaj Finserv EMI Network Card works like a pre-approved loan and comes with no hidden charges. Offered through Bajaj Finance Limited, it allows payments through No Cost EMIs – which means no more exorbitant interest. Currently, there are over 7.1 million Bajaj Finserv EMI Network card-holders.

  • Times Network & AMFI rolls out ‘Jan Nivesh’ campaign

    Times Network & AMFI rolls out ‘Jan Nivesh’ campaign

    MUMBAI: Times Network & Association of Mutual Funds in India (AMFI) commenced ‘Jan Nivesh’, a nationwide investor awareness campaign in Mumbai today. As part of the initiative, citizens across Mumbai, Baroda and Noida pledged to invest in Mutual Funds. Present at the event were Mr. Jayant Sinha, Hon’ble MoS for Civil Aviation, MK Anand, MD and CEO, Times Network, Mr. G. Mahalingam, Whole Time Member, SEBI and A Balasubramanian, Chairman, AMFI. 

    The Jan Nivesh campaign aims to educate and encourage Indians to review their savings behavior and consider investing in Mutual Funds. People can take the pledge to invest atleast a day’s income every month in Mutual Funds by giving a missed call on 18008333666 or through the website  www.jannivesh.in.

    The event also witnessed a panel discussion on ‘Jan Nivesh: Creating wealth for all Indians’ with corporate stalwarts that included A Vellayan, Executive Chairman of Murugappa Group, Dinesh Khara, Managing Director, SBI, Keki Mistry, Vice Chairman & CEO, Housing Development Finance Corporation and S Ramesh, Chief Financial Officer, Lupin. The panel discussion was moderated by Nikunj Dalmia, Executive Editor – Financial Markets, ET NOW.