ITV

Category: Ad Campaigns

  • Alpenliebe launches new product with 47% fruit pulp

    Alpenliebe launches new product with 47% fruit pulp

    MUMBAI: Long gone are the days when the sole sign of the discerning Indian shopper, aka mom, was squeezing maximum value from her budget. Today she is not only looking for value for money offerings but equally important are the wellness benefits delivered by the product.

    Organisations attuned to changing shopper needs are responding with exactly that – A Better for You (BFY) portfolio. Nothing epitomises this truth more than two recent releases from the house of Perfetti Van Melle India – all new Alpenliebe POP and Alpenliebe Juzt Jelly Goody Bears.

    The first one is the relaunch of the Alpenliebe POP, a long popular brand of lollipops in India in two variants, with added fortification. First is the caramel variant which is added with calcium and second is cream-strawberry variant, with added vitamin C. Available at two price points, Rs 5 for a single lollipop and Rs 30 for a multi pop family pack.

    The second introduction, Goody Bears, is an extension under Alpenliebe Juzt Jelly, a brand which is a leader in the jellies segment and popular for its ‘made with 25 per cent fruit pulp’ credentials according to the company. Taking the wholesomeness credentials further, Goody Bears has 47 per cent fruit pulp and is enriched with vitamin C.  These bear shaped jellies come in a handy sachet which a mom can easily add to the child’s tiffin. One sachet fulfils 10 per cent of the daily vitamin C needs of a kid.

    And it’s for this reason that this innovation could be a perfect ‘tiffin treat’ for the concerned Indian mom, constantly seeking to walk the fine line between kids’ desire for sweet treat on one side and ensuring some nutritional value on the other. Goody Bears are priced at Rs 120 for a box containing 11 sachets.

    Perfetti Van Melle India managing director Ramesh Jayaraman says, “We passionately care about consumers and their ever-evolving needs. I am excited about the two new offerings, both in the Better For You segment.”
    The support plan for these innovations includes TV communication for Alpenliebe POPs and digital and on ground activations for Goody Bears.

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    To leverage e-commerce opportunity, Alpenliebe Juzt Jelly Goody Bears was rolled out exclusively on Paytm Mall. Paytm Mall COO Amit Sinha adds, “We are glad to have partnered with Perfetti Van Melle for the exclusive launch of Alpenliebe Juzt Jelly Goody Bears. This collaboration has given us the opportunity to bring this appealing jelly to kids across the country while offering a truly distinct retail experience. It is encouraging to see a larger number of FMCG brands appreciating the power of e-commerce while bringing new offerings to the Indian market.”

  • Brooke Bond’s new campaign features differently abled teens

    Brooke Bond’s new campaign features differently abled teens

    MUMBAI: The ignorant often refer to people with special needs as ‘paagal’ or ‘mad’. Y-Films, the youth films wing of Yash Raj Films has launched the second single of India’s first ‘Isspeshal Band’, the Brooke Bond Red Label 6-Pack Band 2.0 titled, ‘Dil Toh Paagal Hai’.

    The song flips that on its head by telling people that if not discriminating between people or listening to your heart is at times considered crazy, then we all need to celebrate that madness. Because the heart, after all, is crazy. The band is an exciting new music collective of six differently abled teens with special needs but incredible music skills and passion. Conceived and produced by Ashish Patil, the project is curated by Shameer Tandon. The new version is a collaboration with ace singer-composer-song writer-rockstar Vishal Dadlani.

    The iconic track from Yash Chopra’s cult classic film featuring Shahrukh Khan, Madhuri Dixit and Akshay Kumar has been recreated by Shameer with additional lyrics by Kumaar. The new music video directed by Adil Shaikh features around 100 students, teachers, counsellors, therapists and staff of The Gateway School of Mumbai, a special needs school celebrating life and accepting each and everyone as they are.

    Hindustan Unilever general manager for Brooke Bond Red Label Shiva Krishnamurthy says, “It is wonderful to get Brooke Bond Red Label 6 Pack Band 2.0 into the next gear with an iconic chartbuster song like DTPH. The celebratory spirit of this song resonates with the way Brooke Bond Red Label approaches its purpose of urging people to break barriers, shed their prejudices and make the world a more welcoming place.”

    Mindshare India President of client leadership Amin Lakhani adds, “The new song in the journey of 6 Pack is a fabulous take on the iconic Dil Toh Pagal Hai. In its new avatar it delivers a telling story of how society labels people with special needs as abnormal and questions that If living in the moment or living life without inhibitions is Pagalpan then so be it – because that’s the way to live. A brilliant rendition of a song that is a legend, now delivers a call for acceptance and non-judgement and there s no one better than a Vishal Dadlani – an absolute energy powerhouse who could do such an astounding job at this song. I’m sure this song will melt hearts and make people have a relook at their own considerations of special needs people.”

    Y-Films head Ashish Patil mentions, “The special needs community has always been all heart. And the heart doesn’t differentiate between caste, colour, gender, ability or disability. That’s one thing we all need to learn to truly make this world a more ‘isspeshal’ place. We are honoured and thrilled beyond bits to present this thumping new version of Yashji’s cult classic to spread this important message.”

    According to World Health Organisation’s estimates, 20 per cent of the world requires some form of medical intervention for a mental health issue. But 80 per cent cases go unreported due to the stigma attached. This entire campaign hopes to build greater awareness, understanding and acceptance about mental health and disability and, of course, create some kickass music along the way, that will hopefully drive everyone’s dil paagal!

  • Ariel’s initiative for mother’s day for #ShareTheLoad campaign

    Ariel’s initiative for mother’s day for #ShareTheLoad campaign

    MUMBAI: Come Mother’s Day – and kids and families across the country rack their brains as to how they can make the day special for ‘The most special lady in their lives’. Kids and dads make come together to cook a special Sunday breakfast, clean up their rooms, even help her do the laundry. It is great to see all this effort come through on the special day… But come Monday, and life goes back to normal, mom is again back to doing all the household chores alone, the room is messy, and laundry is most definitely HER job.

    This Mother’s Day, Ariel – India’s leading detergent brand, brought forth a simple, yet thought provoking point – why do we only think about helping our moms on special days and not share the load every day? While the internet kept ablaze as thousands of people and multiple brands came forward to express their gratitude to their mothers for all that they have done for them, this unique wish by Ariel stood out. A short 6 second video was all it took for Ariel to encourage kids and dads to not just #ShareTheLoad this Mother’s Day, but #ShareTheLoad every day.

    https://www.facebook.com/ArielCompleteIndia/videos/1689451074476308/

    Ariel has been endorsing the cause of equality within the household through its #ShareTheLoad campaign since 2015, which has been its most rewarded and prestigious movement on social equality. Research shows that more than 70% of children today believe that household chores like laundry is only a mother’s job. This prejudice of household inequality is being passed down from one generation to the next. Thus, Ariel took up the cause and has been an advocate for the women in urging men to ShareTheLoad, because with Ariel, you get superior stain removal in 1 wash, no matter who does the laundry. The movement, dedicated to addressing the cycle of gender prejudiced, has been sparking conversations across multiple touchpoints, leading to a massive participation from consumers, with 2+ million having come forth and pledging their support to the cause.

    The unique Mother’s Day wish this year was shared initially on Ariel’s website and social media handles but quickly gained momentum as influencers like Huma Qureshi, Karan Wahi, etc.  also took to Instagram and Facebook to share the video, tagging their moms and pledging to #ShareTheLoad every day. The wish has garnered 1.5 million views on Facebook and ~3000 shares so far.

    This is a person who never takes a day off. She works tirelessly without complaint and takes care of the family with a pleasant smile and an endearing heart. She deserves much more than just a day of celebration and sharing her load. Ariel India took to this emotion, and drove the message of #SharingTheLoad on a regular basis, and imbibing it as a habit instead of picking few occasions to do so. It also sends out a very powerful message to parents to inculcate the value of sharing the load in their children from the very beginning, thus breaking the cycle of conditioning and moving their family towards a more equal household.

    Let’s take the spirit of #ShareTheLoad and imbibe it into our daily lives –  Happy Mother’s Day… Everyday.

  • Allen Solly encourages open work culture

    Allen Solly encourages open work culture

    MUMBAI: Semi-formal dressing brand from Aditya Birla fashion group, Allen Solly, has launched its open work culture campaign.  It encapsulates the budding work culture that centres on employee-friendliness and freedom of self-expression. 

    Allen Solly is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace.

    As a part of the campaign, Allen Solly has created a new TVC that highlights the element of open work culture and showcases quintessential office looks from the ‘New Age Work-Wear’ collection. The campaign has been produced by India’s leading creative agency Ogilvy & Mather India.

    Over time, the nature of jobs have evolved along with the way we work and where we work, and the employers have started adapting more employee friendly policies. Open work culture encapsulates this core. The theme of the campaign orbits around ‘Open Work Culture’ philosophy, and explores the evolution of the modern employee friendly workspaces.

  • Play Jenga in a moving car says MRF

    Play Jenga in a moving car says MRF

    MUMBAI: Indian tyre manufacturer MRF has launched a new campaign. The campaign promotes MRF ZLX, the latest range of tyres specifically designed for sedans and hatchbacks. From uniquely designed lateral grooves for improved ride comfort, edge-to-edge comfy stabiliser liner and wide tread polymer blend for an improved life, according to the company, this tyre is specially designed to offer superior grip and optimised cushioned ride. 

    For a low involvement category like tyres, it is important that the narrative be especially robust and convincing. In this campaign, the brand intends to communicate their proposition of ‘comfort made more comfortable’. The film involves a delicate game of Jenga in action in a sedan which is moving over challenging roads through bumps and potholes riding on top of MRF ZLX tyres.  This eventually hits home the message that a journey becomes more enjoyable when the ride is more comfortable.

    MRF executive vice president marketing Koshy K Varghese says, “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’.”

    Lowe Lintas chairman and CCO Arun Iyer mentions, “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatise the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.”

  • Godrej celebrates mothers’ ability to be omnipresent in new ad

    Godrej celebrates mothers’ ability to be omnipresent in new ad

    MUMBAI: Security solutions company, Godrej Security Solutions, has struck an emotional chord with mothers with its new digital video #MomsJustKnow. The one minute film very aptly portrays a mother’s ability to always know when and how to be by her child’s side no matter how near or far she is from her little one. Doffing its hat to working mothers on Mother’s Day, the heart-warming video subtly highlights the deftness with which mothers balance their professional and personal responsibilities.

    Conceptualised by CreativeLand Asia, the video beautifully portrays a mother and a child’s relationship based on trust, care and sense of security. The video begins with a child going about her daily chores such as finishing up her homework, eating her dinner before she heads towards her room to sleep. However, as she approaches her bedtime, she feels lonely and frightened. Her mother is not present to sing her a lullaby. Miles away, her mother who is on a business trip senses the anxiety as she has been keeping a watch on her daughter through the Godrej EVE application on her phone connected to the camera in her daughter’s room. She sings a lullaby and the daughter who is at first surprised to hear her mother’s voice, calms down and falls asleep.

    The video ends with a message that mothers just know how to be around and once in a while, we help.

    This campaign not only addresses the ability of a mother to always know when and how to be around her child but also showcases Godrej’s recently launched, India’s first wi-fi-enabled DIY home camera range – EVE (Easy Viewing Everywhere) that give the homeowners and residents the convenience and control to watch over their loved ones and engage with them through their smartphone from any part of the world.

    Godrej Security Solutions vice president and global head for marketing, sales and innovation Mehernosh Pithawalla says, “At Godrej Security Solutions, we are constantly working towards technology led innovations that give our consumers peace of mind. The film is part of our endeavour to show how we can help a mother stay connected and engage with her family even when she’s not around. Eve, the wi-fi enabled home security range allows one not just to watch over their loved ones but also engage with them while they are away.”

    CreativeLand Asia creative director Anu Joseph adds, “Mothers watch over their kids like nobody else can. They, in fact, have a special sense about their kids’ whereabouts and wellbeing. This product is an able ally to the all-knowing mother. And this film is a small tribute to them.”

    As a tribute to all the mothers, Godrej Security Solutions is also giving away EVE cameras to mothers across India on www.momsjustknow.in

  • Veet’s new campaign celebrates the beauty in spontaneity

    Veet’s new campaign celebrates the beauty in spontaneity

    MUMBAI: Depilatory products company, Veet, has launched its new campaign #Unpose that celebrates the beauty and confidence of every woman. The campaign focusses on creating an attitude shift towards believing that women are most beautiful when they are natural and spontaneous.

    The campaign will be revealed as a contest, with brand ambassador, Shraddha Kapoor urging every girl to #Unpose through a video message. Four lucky winners of the photo contest will get the opportunity to be the cover girl of the leading lifestyle and fashion magazine, Cosmopolitan.

    Beauty is often associated with posing perfectly. However, Veet believes that every woman radiates beauty from within. When natural emotions are captured candidly, they show a beautiful and confident woman shedding all inhibitions and being true to herself. With this campaign, Veet wants to reach out to all of them who feel they need to have that “perfect selfie” to share with the community and encourage them to accept their natural self with #Unpose which embodies confidence and comfort.

    Reckitt Benckiser South Asia Health chief marketing officer Pankaj Duhan says, “Veet has always celebrated beauty and confidence. We have always encouraged women to shed their inhibitions and showcase their true self to the world. We are extremely proud to introduce our new campaign #Unpose – with which we aim to make every girl live without inhibitions; starting with posing for a photo without inhibitions. We are excited to partner with youth platforms Voot and Hauterfly in spreading the message. We are hopeful that we can inspire women to change how they feel about themselves and become even more confident.”

    Veet brand ambassador and Bollywood actor Kapoor adds, “I am super excited to be a part of such an exciting campaign with Veet #Unpose. I believe that every woman should be comfortable with her carefree self. Veet is celebrating you being you-unposed and spontaneous. So don’t wait just #Unpose and share a photo of the gorgeous you as you.”

    The campaign will kick start with a contest after Veet shares the #Unpose campaign video featuring Kapoor. The campaign will be open for women to share their pictures till 15 June 2018.

  • Parle-G’s new campaign celebrates the unsung hero of biscuits

    Parle-G’s new campaign celebrates the unsung hero of biscuits

    MUMBAI: Parle Products, India’s leading manufacturer of biscuits and confectionery, has partnered with Taproot Dentsu, the creative agency from Dentsu Aegis Network India, to launch a series of five films for its flagship brand Parle-G.

    In all its humility and unchanged goodness over the decades, Parle-G has remained the largest selling biscuit brand across the world. However, in the face of constant expansion in the biscuit category, the brand somewhere seems to have become a default, taken for a granted pick, instead of an active, desired choice. Consequently, Taproot Dentsu’s task here was to move Parle-G right up in the emotional consideration set of consumers, thereby reminding them of what Parle-G really is — the unsung hero of biscuits!

    Taproot Dentsu Mumbai executive creative director Pallavi Chakravarti says, “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent, if they just take the time out to think of it.”

    “The idea is based on the human tendency to take the familiar for granted. This campaign uses this tendency to point out how invaluable the familiar in our lives is while making a compelling connection with the brand Parle-G,” adds Taproot Dentsu Mumbai head of strategic planning Shashank Lanjekar.

    Speaking about the campaign, Parle Products category head Mayank Shah mentions, “Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”

  • Burger King partners Mumbai Indians to encourage young girls

    Burger King partners Mumbai Indians to encourage young girls

    MUMBAI: This cricket season, Burger King has partnered with Mumbai Indians for its summer brand campaign ‘Great Burgers at Amazing Prices’. 

    In an endeavour to further strengthen the ongoing partnership and take it forward to a noble cause, Burger King took a step towards fulfilling its “Sixes for Kings” programme. At an event held yesterday in the Churchgate outlet, Burger King pledged three meals for every six hit by the Mumbai Indians to the children of Avasara Leadership Foundation.

    Uniting in the spirit of cricket, Burger King hosted an evening of fun and games for 30 children from Avasara Leadership Foundation with none other than Mumbai Indians legend Kieron Pollard, super player Mayank Markande and the most recent Man of the Match Ishan Kishan. The girls from the foundation were inspired after hearing the cricket stars speak about their own journeys towards achieving success. The engagement sought not only to motivate the young girls to pursue their dreams, but also leveraged the interest in IPL and cricket to raise awareness for the cause.

    Burger King India CEO Rajeev Varman says, “We are happy to have partnered with a team that shares the same passion as ours to drive a noble cause. Each six scored by Mumbai Indians has contributed in working towards a larger cause. Each six that sailed over the boundary will also help the girls believe that no boundary line is impossible to cross.”

    Avasara Leadership Foundation founder Roopa Purushothaman adds, “We are grateful to Burger King for organising such a memorable event for the children and their ongoing support to our organisation. The children truly cherished every moment spent with the cricketers.”

    Burger King believes in setting up responsible models of social responsibility to contribute to the society. In addition to supporting Avasara, Burger King has in the past also supported Rooms to Read. Some of its initiatives include donating Re. 1 for the cause of girls’ education, encouraging in-store donations over the years, to name a few.

  • Mother’s Recipe encourages to give mother’s love to orphans

    Mother’s Recipe encourages to give mother’s love to orphans

    MUMBAI: Mother’s Day offers all of us an opportunity to reflect on the many children who have never experienced the beautiful feeling called mother’s love and it is probably the most precious gift any child can ask for. However, that’s exactly what 20 million children in India are deprived of.

    This Mother’s Day, one of the leading FMCG brands Mother’s Recipe came up with this initiative, urging all the people, especially mothers to share the #TasteofMothersLove in a most unique manner.

    The campaign is conceptualised and executed by Mother’s Recipe and Triton Communication with an aim to introduce people to the idea of sharing the most precious emotion of mother’s love with these special kids.

    The campaign video captures the mother-child relationship and showcases how essential emotional intimacy is in a child’s life, especially for the ones living in orphanages.

    With an objective to connect with a larger set of audience, the campaign is being extensively promoted on various social media platforms using a unique hashtag #TasteofMothersLove. For each comment, shares, tweets / retweets related to the campaign, Mother’s Recipe will contribute a certain amount towards the welfare of these kids in orphanages. Additionally, this year the brand will also be donating a certain percentage of proceeds of online sales till 31 May, fuelling further financial support. The amount garnered by this campaign will be utilised to provide a caring environment, balanced nutritious food, clothing, shelter and education to the children living in special care.

    Desai Brothers chief strategy officer Sanjana Desai says, “Having spread the magical and authentic taste of different recipes from mothers across India for close to two decade, we felt the need to touch lives of those who have never experienced a mother’s love. Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time, to the children who need it the most. With this online campaign we are anticipating a greater response and participation from people across all generations. For us it will always be about the number of lives we touch rather than the number of likes we receive. We urge more and more people to come forward to extend their whole-hearted support towards this noble initiative.”

    In the last three years, Mother’s Recipe’s Mother’s Day campaign has received phenomenal response from the audience, both on-ground and in the digital space. The campaign received 1500+ participation, 9,38,000+ video views, 7000+ engagement online and 75 million TV viewership on various platforms.

    Desai Brothers Ltd, which diversified into Food business in 2002 under the brand name ‘Mother’s Recipe’, has witnessed exponential growth, CAGR of over 25 per cent and has a strong presence across India and the global arena especially in the Middle East, Australia, UK, Europe, US, Canada and Africa, being one of the largest providers of traditional and authentic Indian taste exported to more than 40 countries in the world. The current product portfolio in India consists of pickles, condiments pastes, blended spices, ethnic chutneys, papad, ready to cook spice mixes and instant mixes.

    The Mother’s Recipe brand with a robust distribution network across the country caters to diverse formats ranging from pop stores, modern trade outlets, multi-functional outlets and e-commerce.

    The company is currently looking to expand its hotel restaurants and cafes (HORECA) / food service vertical.  With the recent acquisition of Kolkata based ELMAC brand and company’s foray into the online space, it is eyeing a growth of 30 per cent in the current financial year.