ITV

Category: Ad Campaigns

  • Thoughtshop Advertising bags Bayer’s creative mandate

    Thoughtshop Advertising bags Bayer’s creative mandate

    MUMBAI: Thoughtshop Adertising, a 360-degree advertising and film production company based in Mumbai, has won the creative-advertising mandate for Bayer, a global life science company with core competencies in the areas of agriculture and health care. The agency has provided services to Bayer, from planning, strategy, conceptualisation to film production and execution across television, print, radio and digital platforms.

    Thoughtshop Advertising and Film Production founder and chief creative director Vipin Dhyani said, “We are honoured to be a part of the Bayer family, a global leader in the agriculture and healthcare space. We felt fortunate as client showed immense faith in us and bought very bold concepts in contrast to the Agri industry. As the TVC has received positive responses across key markets, we are now charging forward to deliver more riveting offerings for the brand across various mediums.” 

    Bayer head of marketing communication Jayston D`souza said, “Thoughtshop has done a very good job on the TVC right from the concept to managing the technicalities, it was impressive. With Thoughtshop’s quality body of work and their in-depth understanding of our brand, the industry and creative requirements, we believe we have found the right partner to assist us in highlighting our brand and key messaging across our core target audience.”  

    Thoughtshop delivered its first set of TVCs for Bayer’s hybrid rice seed brands Arize 6444 Gold & AZ 8433 DT both along with print and radio campaigns. It got aired on 20th May, across key regional markets including Uttar Pradesh, Bihar and Jharkhand, where the relevance of the product and its use is higher.

    The thought behind the campaign titled ‘The Real Hero’ featuring Bhojpuri superstar Ravi Kishan, draws similarities between a superhero and the product Arize 6444 Gold which is, the real hero for farmers due to its very nature of sureshotness of giving a good yield.

  • Akshay Kumar extends sanitation drive by associating with Swachh Bharat Mission

    Akshay Kumar extends sanitation drive by associating with Swachh Bharat Mission

    MUMBAI: Bollywood actor Akshay Kumar has joined hands with Indian government’s cleanliness initiative Swachh Bharat Mission (Grameen) and launched a new campaign.

    The campaign was launched at a Collectors Convention for Toilet Technology organised in Delhi and focuses on promoting the twin pit toilet technology in rural India, and also features actor Bhumi Pednekar along with Kumar.

    In his welcome address, Ministry of Drinking Water and Sanitation secretary Parameswaran Iyer spoke about the contribution made by Kumar to the Swachh Bharat Mission. He said that right from his movie, Toilet Ek Prem Katha, which was seen and appreciated by rural and urban people across the country, to his participation in the twin pit toilet advertisement campaign for the Swachh Bharat Mission, Kumar has been a strong supporter of the sanitation movement underway in the country.

    Kumar interacted with Swachh Bharat Mission officials, district collectors, communication experts and members from the media on the occasion. During his interaction, he spoke about the need for influencers of society to talk freely about toilets, and empty toilet pits around the country to destigmatise cleaning of one’s own toilet by members of the family itself.

    The district collectors and field officials, during the interaction, spoke about the power of women in leading the sanitation mission in rural areas, and the role played by the movie, in leading this behaviour change. It was also announced by the ministry of drinking water and sanitation on this occasion that the producers of Toilet Ek Prem Katha have given rights to all state and district teams of the Swachh Bharat Mission (Grameen) to screen the movie in villages on a non-commercial basis.

    The twin pit toilet technology was invented in India and is the most well-suited toilet technology for rural India, and is recommended by Government of India and the World Health Organisation. It is scientifically proven that a pit in a standard twin-pit toilet model fills up in roughly five years for a 6-membered family.

    The states are continuously encouraged by the Swachh Bharat Mission (Grameen) to include awareness generation about the above facts as part of their grassroots information, education and communication (IEC) efforts.

    The advertisement campaign launched is an effort, supported by the World Bank, towards encouraging this technology using mass media.

    The advertisement will be translated in several regional languages including Hindi on television channels.

  • Britannia tests friendship in latest campaign for Bourbon

    Britannia tests friendship in latest campaign for Bourbon

    MUMBAI: Britannia has launched a new campaign, Bourbon Friends Forever (BFF) for one of its most loved brands, Bourbon. 

    With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends. As the next leg to this mega campaign, Bourbon has just launched a series starring two of India’s biggest digital content creators and comedy artists Abish Mathew and Mallika Dua.

    Bourbon Friendly Matches brings these two YouTube heavyweights on a stage where they both have to prove their friendship by taking a 7-step challenge, each challenge testing an attribute of their friendship which we have arrived at after intense consumer research. The games are designed in such fun, simple ways that it encourages viewers to try the same with their friends.

    Britannia Industries VP of marketing Ali Harris Shere says, “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Although the new web series caters more to the youth, our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction.”

    JWT Bangalore executive creative director Priya Shivakumar adds, “For this campaign, we decided to have a set of fun challenges that test one’s friendship with their BFF. To bring this alive we decided to look for two young internet icons who spoke the language of the youth. Two of them who were also BFF’s. Our search ended with Abish and Mallika – two stand-up comedians and darlings of the internet with huge follower bases, and BFFs in real life. They fit the bill perfectly. The beauty of this 7-part challenge is that not only does it make you laugh out loud, but also urges you to prove your friendship with your BFF by taking those challenges.”

    As a brand which has been around for years, Britannia Bourbon recognised the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach, the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as – ‘Real Friendships’. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends.

  • Goodknight Cool Gel targets semi-urban, rural consumers

    Goodknight Cool Gel targets semi-urban, rural consumers

    MUMBAI: Goodknight has come up with a new commercial for its recently launched product, Goodknight Cool Gel.

    The TVC conceptualised by J Walter Thompson (JWT) India showcases a typical summer night in a small town in Northern India, where people prefer sleeping on roof tops to keep the heat at bay and how the mosquito menace does not let them sleep until Cool Gel comes to their rescue. The ad is a parody on a popular old Hindi song – ‘Hai re Hai’.

    The ad film opens with a senior member – grandfather – in a joint family trying to sleep on the rooftop of his house one summer night; however, mosquitoes do not let him sleep. To address the issue in a comic manner, the grandfather claps his hands and starts singing an old Hindi song – ‘Hai re Hai’. Another man gets up with a blanket on his head and continues the song – ‘Neend nahi aye’. One more grown up man slaps himself on the face and continues singing – ‘Machhar bada sataye’. Then a young girl joins in and sings – ‘Cream chip chipaye’, the girl touches sticky arms and frowns. Her brothers pop up in the same frame and make a hand gesture depicting the irritability caused by the sticky and oily mosquito repellent cream they have applied.

    Just then the mother in the family enters the rooftop area with a solution to all their problems where she is shown applying Goodknight Cool Gel to her youngest son. After applying Goodknight Cool Gel, the family is shown sleeping peacefully. The TVC further informs that unlike other mosquito repellents, Goodknight Cool Gel is a non-sticky and gel-based repellent with the goodness of aloe vera. Goodknight Cool Gel not only keeps mosquitoes at bay for eight hours but also gives a cooling sensation and helps one sleep peacefully. The ad film also introduces the new Goodknight Cool Gel sachet available at Rs 10.

    Godrej Consumer Products CEO of India and SAARC Sunil Kataria says, “Goodknight is a brand that has its focus on consumer bases not only in metro cities, but also smaller towns in India. We have cost effective and efficient solutions for the mosquito menace for all our consumers. Brand Goodknight has always understood mothers and their struggle to protect their families from the mosquito menace. The new ad film aptly captures this emotion.”

    “Goodknight Cool Gel is an innovative product in the personal repellent category. It comes in a tube and a sachet format for the convenience of consumers,” Kataria added.

    J Walter Thompson managing partner Rajesh Gangwani mentions, “The campaign is targeted towards semi-urban and rural consumers who normally sleep outdoors/open air during warm summer nights. The key benefit that we wanted to propagate is that unlike other mosquito repellent creams, our product contains Aloe Vera gel, which is non-sticky and has a cooling sensation. The communication is crafted keeping in mind the rural sensibilities and is delivered through an engaging and catchy sing-song between the family members.”

  • Virat Kohli promotes multigrain chips

    Virat Kohli promotes multigrain chips

    MUMBAI: Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL’s longest ad this year for its healthy snacking brand Too Yumm! 

    Endorsed by the Indian cricket captain Virat Kohli, the ad unveils the latest addition to Too Yumm!’s healthy snacking portfolio – multigrain chips. The campaign cleverly leveraged India’s most watched television property, the IPL and the Indian captain’s huge fanbase through an engaging film that kept the audience at the edge of their seats. 

    The campaign went live during the strategic timeout in the CSK vs KXIP IPL match, simultaneously positioning Too Yumm! as the perfect guilt-free binge and an ideal IPL snack. The one-minute brand film unveiled Too Yumm!’s multigrain chips and instantaneously put rumours of Kohli’s unhealthy eating habits to rest. 

    The campaign rests on the notion that chips are associated with being an unhealthy snacking option. The objective was to break this myth by creating national buzz around fitness advocate, Kohli, doing the unthinkable by munching on chips during the nail-biting IPL season. Kohli finally made the big reveal on 20 May in IPL’s longest ad this year.

  • Piramal promotes super loans in latest campaign

    Piramal promotes super loans in latest campaign

    MUMBAI: Piramal Housing Finance has launched a series of TVCs to promote super loans by the company.

    Piramal Housing Finance head of sales and marketing Mayank Jain says, “Tagvinnatti team has been a delight to work with. Along with their remarkable servicing skills, they bring rich experience and great insight to marketers like us, which helps us build long-term sustainable campaigns. The seamless integration of the campaign across other platforms such as digital, outdoor, radio, print etc were key contributors to the success of the campaign.” 

    Tagvinnatti AVP of business development Meenaz Shamim adds, “Piramal Housing Finance is set to become one of the fastest growing names in the BFSI space and the wealth of experience that the entire team brings to the table is phenomenal. This product – Super Loans – is an amazing product and the entire team at Tagvinnatti had a great time collaborating with Mayank and the team on this assignment.”

    Piramal Housing Finance offers home loans, loans against property and construction finance for small developers. The company comes with an understanding of wholesale lending as well as the nuances of construction. With retail housing finance, the company becomes a one-stop shop in the real estate finance space offering customised solutions – integrated wholesale, retail funding and availability of broking services – to the developer, broker and the end-customer. The company has been registered with the National Housing Bank, the regulatory authority for the Housing Finance Companies.

  • Goodknight puts an end to coils with new power chip

    Goodknight puts an end to coils with new power chip

    MUMBAI: Household insecticide brand, Goodknight, has launched its latest innovation ‘Goodknight Power Chip’. Its new television commercial understands the emotions of a mother and her plight to protect her family from the mosquito menace.

    The new TVC opens with a kid inviting his friends over to his house to watch a match. However, his friends have decided to go to the kid’s house whose mother has successfully managed to keep her home mosquito free. The first kid wonders what must be the trick to keep mosquitoes at bay, to which his friend responds that his mother has the power of 100 coils. The mother protects her home with the newly launched Goodknight Power Chip. She is delighted to see her son enjoy with his friends. The mother and the kid twirl their fingers in a playful manner depicting the power of 100 coils.

    Godrej Consumer Products CEO of India and SAARC Sunil Kataria says, “We are very excited about the new launch. Goodknight Power Chip is the new entrant to the Goodknight family. Brand Goodknight has always understood mothers and their struggle to protect their families from the mosquito menace and has always offered an effective solution to address their concerns. The new ad film has captured this emotion aptly.”

    J Walter Thompson South Asia JWT CEO Tarun Rai adds, “Power Chip is a breakthrough innovation created for the semi-urban and rural consumers. Our biggest challenge was to build format relevance for these consumers by upgrading them from the burning formats (coil) to an electric format. Coil is a benchmark of efficacy for these consumers. We strategically referenced coils to establish our new product superiority with the claim of ‘Power of 100 coils’. The communication is created to match the sensibilities of our target group and is delivered through an endearing banter between the kids and acknowledging the Goodknight mom.”

  • Volvo India urges women to reclaim their streets

    Volvo India urges women to reclaim their streets

    MUMBAI: Mindshare, a full service media agency and a part of GroupM, has collaborated with world renowned Swedish automobile manufacturing company Volvo Car India to launch #MakeYourCitySafe, a campaign aimed at empowering women to take a stand for their safety.

    Culminated in Mumbai, the campaign had been organised in partnership with CrossBow Miles, with partners such as the National Commission for Women and The Hans Foundation backing the cause. With Volvo Car India acting as the Safety Partner, the campaign took the form of a desperate plea from the city to its female residents, to not give up or lose hope in it, and instead, to take to the streets and make their city safer for themselves. It was started with a thoughtful and poetic brand film which urged women to step out in large numbers and reclaim the streets to make them safer, for women themselves hold the key to the burning issue of women safety.

    Volvo Car India managing director Charles Frump says, “Women safety and empowerment are two issues that we feel strongly about. A society can be truly progressive if women get equal opportunities, feel safe and confident. We support Srishti Bakshi in her mission and urge everyone to join us during the Mumbai Night Walk to show solidarity towards the cause.”

    Being a progressive, culturally rooted, and socially conscious brand, Volvo Car India not only wishes to make a stand for women’s safety, but follow up on it through a collaboration with others who’re doing something about it, as well. Thus, it has tied up with CrossBow Miles, whose founder Bakshi has just completed a 3800 km nation-wide journey from Kanyakumari to Kashmir on foot to encourage women to come out of their houses and empower themselves.

    Mindshare South Asia chief innovation officer Mac Machaiah adds, “Being a highly forward thinking agency, we are eagerly looking forward to this collaboration, and are proud to receive this opportunity to raise awareness about such a burning issue. Together with Srishti Bakshi of Crossbow Miles, Volvo, and the women of Mumbai, we hope to help make the streets, and the city, safer for women.”

    As part of the campaign, Volvo, in collaboration with Srishti, called on the women of the city to embark on an iconic walk into the night, and disengage violence with city spaces, de-villainising streets, and reminding men and women both, that these spaces are meant for all. She was joined by other men and women in an action to make their cities safer, challenge norms, break them, and change them, as well.

    Volvo was responsible for launching the Volvo XC90, recently bestowed with the title of ‘Safest Car in the World’ by IIHS, and now, it endeavours to make the environment safer too, for women. This association with Mindshare, a brand well known for its hugely successful track record of providing competitive marketing advantages to businesses and their brands, is expected to help unite women and encourage them to reclaim their streets, without letting fear and daily headlines of violence and assault deter them. This is because, the more the number of women on the streets, the safer they become for them. The walk was meant to be a symbolic wake up call for its residents from High Street Phoenix, Lower Parel till Haji Ali, covering a distance of roughly 3 km. From there, Srishti and Volvo continued their walk into various parts of the city.

    Bakshi mentions, “CrossBow Miles has been walking for women’s safety and empowerment through the country, covering a distance of 3800 km on-foot, from Kanyakumari to Kashmir. It was a perfect synergy of belief with Volvo’s #MakeYourCitySafe campaign because we have been conducting night walks across the country to encourage women to step out of their homes and realise their true potential.”

  • RPG Group’s new campaign speaks about happiness within & outside the organisation

    RPG Group’s new campaign speaks about happiness within & outside the organisation

    MUMBAI: RPG Group, one of India’s fastest growing conglomerates, has partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to launch a campaign featuring four films with its brand tagline ‘Hello Happiness’.

    The Harsh Goenka-led RPG Group has not only made happiness intrinsic to its vision but has also adopted it as the brand tagline and embarked on a journey to promote, share stories, nurture and encourage a culture of happiness, both within and outside the group.

    This new campaign executed by Dentsu Webchutney Mumbai took its cue from the group’s vision statement that harbours a bright square smiley, alongside values such as ‘Unleash Talent’, ‘Touch Lives’ and ‘Outperform’. Spread across six weeks, the campaign, driven largely via short films, illustrates how the group has brought happiness into the lives of diverse stakeholders.

    RPG Enterprises DGM of corporate brand and communications Manjira Sharma says, “At RPG, we believe that if we are able to bring any change into the lives of people, we have done justice to the group’s existence. And this change is only evident through people’s smiles; that is the bar we have set to measure our success. This is the reason we had to own the position of happiness.”

    “Happiness isn’t a thing, it is a place. And to reach this place, we need to lighten ourselves of the baggage that we all carry in our hearts. RPG is an ebullient place, where we encourage our employees to shed this baggage, be themselves, and contribute to the group’s vision. And we are boastfully gleeful about this,” adds Manjira.

    Dentsu Webchutney EVP and branch head Nishi Kant mentions, “Real happiness is very tangible and each RPG film brings this home for the viewer whether that be a child jumping around at an unexpected happiness, the tears streaming down a mother’s cheek at her daughter’s achievement, the boundless joy experienced by a grandfather in his grandchild’s company or the cheerful confidence of a happy employee. The term Hello Happiness means the active expression of Happiness and that is what the RPG Group stands for.”

    To portray these stories of happiness, the campaign referred to examples from within the RPG Group companies – KEC International and Seniority.in, its CSR Initiative Pehlay Akshar and its employee friendly policies.

    The Hello Happiness campaign marks the beginning of the group’s ‘Happiness’ legacy, with many additions and variations to come.

  • Nihar Naturals celebrates progressive, strong women

    Nihar Naturals celebrates progressive, strong women

    MUMBAI: Women today are free-spirited, courageous and strong, irrespective of their age and economic backgrounds. Nihar Naturals coconut hair oil, a market leader in eastern India, has unveiled its latest campaign, “Akai Aiksho” to highlight the power and strength of the modern woman. The brand caters to progressive Indian women and has always celebrated their innate strengths and successes through all its communication. 

    The campaign is a colloquial Bangla phrase which means “One is equal to hundred” and is aptly captured in the TVC through the spirit of modern Indian women who are independent, powerful and self-sufficient. Nihar Naturals has always championed a progressive and modern depiction of women and continues to do so through this new campaign conceptualised and created by BBH India. It features Nihar Naturals’ long-term brand ambassador, Vidya Balan and drives a strong message celebrating the essence of womanhood.

    The TVC depicts stories of three women demonstrating strength in their daily lives – the strength to achieve, to show compassion and nurture and the strength to protect. It celebrates women through a symbolic manifestation of Goddess Durga, who is hailed for her virtues beyond the realms of religion, social or economic divide. Nihar Naturals embodies this same spirit of Akai Aiksho.

    Marico chief marketing officer Anuradha Aggarwal says, “Over the years, Nihar Naturals through its campaigns has aimed to break all stereotypes against women and celebrated their courage and strength. Through this new campaign, the brand builds on this core belief to say that every woman is Akai Aiksho – She alone is enough to handle all the vicissitudes in life. Nihar Naturals a nourishing coconut hair oil enriched with the goodness of methi, promises strong hair for this strong woman of today.” 

    BBH creative director of art Shruti Das adds, “Women have always had the inner strength that makes them capable of doing anything. The idea is brought alive through small stories of strength displayed by women in their everyday lives and through the visual symbolism of these regular women juxtaposed as an avatar of Goddess Durga, the epitome of strength in a woman. Even the music is created using a contemporary rendition of a famous Durga chant, thus leaving the woman with a feeling of empowerment.”