ITV

Category: Ad Campaigns

  • Sunfeast Mom’s Magic celebrates the mom in all of us

    Sunfeast Mom’s Magic celebrates the mom in all of us

    MUMBAI: In a digital campaign conceptualised by Ogilvy Bangalore, Sunfeast Mom’s Magic veered off the beaten path for Mother’s Day and paid homage to the mother-like figures that have positively impacted the lives of those they care for in an attempt to get people to acknowledge these relationships.

    Ogilvy South chief creative officer Mahesh Gharat says, “Sunfeast Mom’s Magic stands for mom’s values. We believe that there is a mom in every one of us and this instinct transcends conventional boundaries. On this Mother’s Day, we wanted to celebrate the beauty of such relationships through this video.”

    In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits. Within a span of 12 years, Sunfeast has well-established presence in almost all categories of biscuits.

    Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium end. In addition, ITC also launched Sunfeast Farmlite Digestive All Good biscuit made from whole wheat flour of Aashirvaad Atta which makes it naturally rich in fibre content and brings alive ITC’s commitment to provide delightful experiences to every consumer. The company also Sunfeast Dark Fantasy Yumfills Cake in its portfolio which is a soft pie cake, filled with crème.

  • Parle mandates Taproot Dentsu to change communication for Milano

    Parle mandates Taproot Dentsu to change communication for Milano

    MUMBAI: Parle is ensuring that the growing frenzy behind wellness items does not dim the interest of people in its classic biscuit Milano. It appointed Taproot Dentsu to pick up pace for the brand and enable it to reclaim lost ground.

    The brief was to shed the earlier idea of sinful, indulgent consumption that was labelled to this group of cookies. Taproot Dentsu had to make it relevant but light hearted as well.

    Speaking about the campaign, Parle Products category head Mayank Shah said, “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received, we also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with Hazelnut filling by an FMCG brand.”

    Taproot Dentsu Mumbai GM Ayesha Ghosh said, “In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred off the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind us that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”

    Taproot Dentsu Mumbai, executive creative director Pallavi Chakravarti said, “Twinkle is the perfect spokesperson for Milano. She doesn’t take herself too seriously, she’s her own person, which is evident from the career and life choices she has made. Milano, while maintaining the `category codes’ of a premium cookie is evolving the same codes with a playful dig at rigid dietary fads that can suck the joy out of life. With this film, we want to tell people that it’s absolutely fine to give in to the indulgence of a delicious Milano every now and then.”

  • Fanzart launches first campaign with Perizaad Zorabian

    Fanzart launches first campaign with Perizaad Zorabian

    MUMBAI: Fanzart, India’s first luxury fan brand, has roped in Perizaad Zorabian as the brand ambassador.

    The brand has also launched its first brand campaign that reflects ‘a new benchmark of desire’ that’s born in luxury, with a category which was never known in India, i.e., designer fans.

    The TVC features Zorabian telling the story of how every element of luxury in her everyday style syncs with ceiling art that further accentuates the mood. Every scene of the TVC emphasises how a ceiling with ‘Fanzart Fans’ shall depict emotions and add soul to the objects in your home, adding a sensual touch to make you feel special. The philosophy behind the campaign is to create a unique brand identity in the category of designer fans for designer homes.

    Resonating with the brand philosophy is the marketing campaign that aims to introduce the new age luxury in India. The 360-degree marketing campaign will target media across the board including television, print, electronic, outdoor and online media. The brand has chosen to follow the inspiration of new age technology knitted with traditional yet modern designs. The campaign also highlights Fanzart’s distinctive strengths and design sensibilities.

    Fanzart founder Anil Lala says, “Our newest TVC has the most suited face to the brand – ‘Perizaad’, the perfect fit whose simplicity resounds on our category. The TVC harps on the new luxury of Indian homes that brings a stylish makeover with exquisite designs and persona. Our association with Perizaad is to emphasise the beauty of the products and to accentuate the brand to higher levels.”

    Fuel Films Director Raj Kaushal mentions, “While thinking of the storyline for ‘Designer Fans’ for Fanzart, I re-looked at the concept of ceilings in India, which is no longer a blank expression but a modern art. We thought the best way to get into people’s mind, in the unexplored category is to bring an experiential experience to them, to pay tribute to the fine traditions of exquisite craftsmanship and precision set by Fanzart. The communication with Perizaad, effortlessly inspires luxury, offering perfect harmony and elite-class technology.”

    With this association, the brand looks to strengthen its position as the country’s foremost destination, that defines designer fans in India.

  • Fastrack says move on with a single frame of mind

    Fastrack says move on with a single frame of mind

    MUMBAI: For today’s generation it is important to keep things uncomplicated even if that be a breakup. To strike a chord with this audience, Fastrack has launched a new sunglasses collection, Unilens, that specifically centres on having a single lens across the front frame.

    To promote the launch, the brand has released an ad campaign that has been conceptualised and created by Lowe Lintas.

    Titan chief marketing officer for watches and accessories division Suparna Mitra says, “Fastrack being a young brand has always been the candid voice for the millennial generation. Often tagged as commitment phobic, this generation believes in living in the moment-keeping it clutter free. The Unilens collection sports single lens across front frame and is made for the youth who stays unruffled with the hassle of break-up and moves on with single frame of mind.”

    Speaking on the agency’s edgy work produced for the brand, Lowe Lintas chairman and chief creative officer Arun Iyer adds, “When Fastrack decided to launch their new range of Unilens sunglasses, we realised it was ripe ground for us to play on the unique product design – singles framed glasses for a single frame of mind. The youth today wears their singlehood as a badge of honor and our campaign shows exactly that.”

    Fastrack head of marketing Ayushman Chiranewala mentions, “Fastrack is a brand which never fails to resonate with the psyche of the youth. The new ad campaign seamlessly represents the fast- paced dating culture youngsters prefer nowadays, highlighting the benefits of singlehood with the new Unilens collection. The campaign is a testament to the unapologetic nature of the brand and celebrates the unflinching mindset of the millennials.”

    The campaign showcases the Unilens collection priced between Rs 1199 to Rs 2499.

  • P&G’s new heartwarming film talks about education for all

    P&G’s new heartwarming film talks about education for all

    MUMBAI: In order to reaffirm its commitment towards improving the quality of education, P&G India has unveiled a beautiful new digital film for its flagship CSR program ‘P&G Shiksha’. 

    The new film portrays the heart-warming story of Appu, who wishes with all his heart to go to school. Unfortunately, there is no school in little Appu’s village. The film is the story of Appu’s anticipation of school and how his father deals with his impending disappointment. Leo Burnett India has conceptualised and created this campaign.

    P&G India director of marketing operations Abhishek Desai says, “Educating a child is the first step towards transforming a society and at P&G we are extremely proud to be working towards it. Through this film, we want to make an emotional connection with people and enable them to contribute towards the education of underprivileged children. The heart-warming tale of little Appu reflects the real lives of many children in India. This story is a true reminder of the power of hope, and we are incredibly proud to be able to tell it.”

    The film has been launched across social media platforms YouTube, Facebook and Twitter. Now in its 14th year, P&G Shiksha continues to make critical infrastructure and learning interventions by building and supporting schools across the country thereby providing underprivileged children with access to education.

    In India, many children do not have access to quality education because of the absence of schools or infrastructure. P&G Shiksha has built and supported over 1500 schools which will impact the lives of more than 1.2 million children.

    Leo Burnett South Asia managing director for India and chief creative officer Rajdeepak Das adds, “P&G Shiksha has been doing so much work for education across the country. It is no small feat to build and support 1500 schools that will make a difference to the lives of over 1.2 million Indian children. We wanted to tell our audience about this positive impact in an interesting way. Appu’s story represents all the children who want to study, but have no schools around them. This is a heartfelt, humankind idea, and we are proud of this piece of work from Leo Burnett India.”

    With the objective to holistically improve the lives of underprivileged children, P&G Shiksha is working extensively to provide necessary amenities from building classrooms to building toilets, providing clean drinking water to setting up drinking water stations and playgrounds across India.

  • Cure.Fit airs first campaign focussing on healthy food

    Cure.Fit airs first campaign focussing on healthy food

    MUMBAI: Eat.fit, the healthy food vertical of Cure.Fit has rolled out its first ever campaign in partnership with its creative agency Happy mcgarrybowen.

    The campaign is digital-led, but will also make its appearance in cinema screens, print and OOH.

    Cure.Fit was launched in April 2017 by Mukesh Bansal, who also was the head of commerce at Flipkart, and an ex-Flipkart chief business officer Ankit Nagori.

    The campaign is spearheaded with the line #EatfitEveryday, and rightfully so; as the brand promises healthy and tasty home-like food that can be had every day without upsetting your system.

    The campaign takes you through the everyday struggles of food-ordering from regular places where there’s food that puts you to sleep, the greasy type, the sad canteen food, the dabba wala, the type that’s either healthy or tasty but never both. The film humorously captures the hassle of food ordering itself. The film then goes on to show how simple life is after you subscribe to a pack of your liking from eat.fit.

    Cure.Fit co-founder Nagori says, “Our idea was to communicate the ease with which today’s jet setting, young urban professionals can keep up with their busy schedule without compromising on healthy eating. We are pleased with the new-age look of the campaign developed by Happy mcgarrybowen.”

    Happy mcgarrybowen CEO and co-founder Kartik Iyer says, “We have been part of the entire journey of creating the Cure.Fit brand, and one of our biggest efforts has been to create a unique identity and langue for the brand and the experience. With the eat.fit campaign we have only taken that further in the Cure.Fit world. The brand speak is simple, contemporary and artistic. Strategically the eat.fit offering is more than just convenient food at your doorstep. In today’s urban worlds many people feel the need to order-out nearly every meal. The need for it is more today than ever. Hence, the campaign of eat.fit every day.”

    With Cure.Fit branching out into cult.fit, mind.fit and eat.fit, it aims at extending complete support for anyone who wants to lead a healthy life – from body to mind to soul.

    Eat.fit offers calorie counted balanced meals from a menu that comprises of an array of Indian and global dishes that are made with fresh ingredients, and are high in protein and low in fat. Eat.fit also has offerings aimed at specific health goals like weight loss, lean muscle gain, etc. The recipes created by an expert panel of nutritionists and chefs, are rooted in local and global cultures and is prepared with the freshest of ingredients, with high emphasis on locally sourced, seasonal and premium products.

  • CLab, Dentsu Impact team up for V-Mart’s latest campaign

    CLab, Dentsu Impact team up for V-Mart’s latest campaign

    MUMBAI: V-Mart Retail has partnered with Dentsu Impact and CLab, to launch its new campaign introducing the Bollywood pair of Ayushmann Khurrana and Bhumi Pednekar as brand ambassadors.

    V-Mart Retail commenced operations in 2003 and has grown to become one of the most preferred destinations for all fashion and lifestyle needs for consumers residing in tier-2 and tier-3 cities. With a presence across 14 states with 176 stores across 148 cities, V-Mart caters to approximately four crore customers every year. According to a data compiled by Bloomberg, V-Mart, which has recently been conferred as the ‘world’s best performing department stores chain this year’, is one of the leading value-retailers of the country and caters to the aspirational middle class residing in tier-2,3 and 4 cities across India.

    V-Mart Retail senior vice president of marketing and operations Snehal Shah says, “We are super-excited to associate with young talents like Ayushmann and Bhumi. We are a brand that believes in hard work, understands the requirements and dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann and Bhumi a great fit to represent us as our brand ambassadors. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”

    The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network. CLab vice president Deepak Kumar mentions, “We are extremely happy to have crafted a successful alignment between the celebrities and V-Mart. Our approach for the brand was based principally on factors of immediacy, quick recognition and response, relevancy and lastly demographic integration and acceptance.”

    CLab has been set up under the mentorship of Haresh Nayak who is the managing director at Posterscope India. He says, “We have evolved from the time in which celebrity endorsements were a product of gut feeling and perception to the time which involves intelligent and scientific planning for celebrity-brand matchmaking. With Star Matrix, our proprietary celebrity recommendation tool, our vision is to bring accountability and informed decision making in a discipline which functions on probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands.”

  • Amitabh Bachchan turns film critic for Tata Sky

    Amitabh Bachchan turns film critic for Tata Sky

    MUMBAI: Tata Sky’s latest high decibel ATL campaign this season highlights its multiple entertainment offerings with two versions — one featuring Bollywood actor Amitabh Bachchan and the other featuring Southern superstar Nayanthara. The new campaign emphasises on the depth of entertainment that Tata Sky offers in a manner that’s loveable and memorable.

    The campaign, ‘#HarSceneKaMazaaLo’ showcases Bachchan as he adorns the role of a Bengali critic mimicking Bollywood superstars in a series of nine ad films. Bachchan is seen to be completely engrossed in watching famous movies brought to him by Tata Sky where he reanimates the evergreen dialogues in his own Bengali avataar. The objective of the ad campaign is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.

    Shot as a series of five ad films, the campaign primarily draws attention to the benefits that Tata Sky offers in the form of pay for what you watch, highest regional HD channels, on the screen of your choice along with a 24X7 customer helpline facility in dedicated southern languages

    Tata Sky’s chief communications officer Malay Dikshit says, “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contribute to over 28 per cent of the total viewership. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the magic for Tata Sky. It beautifully depicts our objective to strive and offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”

    Ogilvy India chief creative officer Sukesh Nayak adds, “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are awed or disappointed by their performance and you are always vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. It was a blast working with Bachchan and Shoojit on this campaign. We had lots and lots of fun. The core idea of ‘Har scene ka mazza lo’ will be amplified across different mediums. On digital, just like our tough film critic, we will encourage people to share with us their favourite scenes.

    With an aim to connect with the viewers, Tata Sky’s maximum entertainment campaign is a 360-degree campaign which includes outdoors in the form of bill boards, wall paintings and bus backs, digital and TVCs. Bachchan’s TVC has been envisioned and executed by Ogilvy and directed by national award-winning director Sircar. Nayanthara features in the campaign created for the southern states directed by R Krishnakumar.

  • Stayfree India launches #ProjectFreePeriod

    Stayfree India launches #ProjectFreePeriod

    MUMBAI: While Stayfree is a feminine hygiene brand, it believes that its purpose is to help women and girls make each day count, as they move toward their dreams.

    Which is why the efforts of Stayfree is not just to normalise period days, but to encourage women to nurture their dreams of progress. No matter which section of the society she belongs to, whatever be her age or her community. And that brought into focus a community that had a completely different outlook toward their periods.

    https://www.facebook.com/StayfreeIndia/videos/1824183327601459/

    While almost every woman dreads her period days, there were women who looked forward to it. For whom their period was the only respite from the lives they were being forced to lead.

    These are the women of the sex trade. While the belief is that these women need to be rescued from this trade, the truth is that they will struggle to find other ways to sustain themselves. And so even the rescued ones often return and are plunged even deeper into this world of exploitation with their period days often being the only days of the month that they get for themselves. The DDB Mudra Group and Stayfree India thought this forced break could be a way to help these women cultivate their own #DreamsofProgress.

    And so was born #ProjectFreePeriod. Through collaborations with professional skill trainers, a vocational training programme was created to equip these women with skills that could help them sustain themselves outside of the sex trade. While finding relevant skills was the easy part, the challenge was to condense them into three-day training modules so that the three days of their periods could be turned into three days of learning.

    And finally, in January, with the help of Prerana, a local NGO, the first edition of #ProjectFreePeriod was launched in the red light district of Mumbai. In the workshops since, over 30 women have been a part of this programme and have been taught skills that range from candle-making, embroidery, henna-art, soft-toy making to a basic beautician course. There shall be stalls put up in flea markets and malls to display the products of their newly acquired skills; to create more awareness and support for this initiative.

    The project now runs through the month and has a consistently expanding curriculum of skills. So much so that the women are finding ways to make more time to learn and hone new skills. Through recruitment drives on social media, the initiative has also put together a database of volunteers to keep scaling up this project.

    The plan is now to take the training out of the classrooms, for both the women and the trainers; through simple instructional videos that can be shared through WhatsApp.

    As the initiative is spreading its wings, Stayfree India and the DDB Mudra Group are aiming to partner with other non-profit organisations to replicate this model and access a wider database of students.

    DDB Mudra Group national creative director Rahul Mathew says, “To go from normalising periods in the lives of women to using periods to normalise the lives of women in the sex trade; is a great example of the kind of power and influence brands can wield. Project Free Period turns the period from a pause to an opportunity, for these women to sustain a life outside of the trade.”

    Prerana project manager Mugdha Dandekar mentions, “This project brings a chance for the women in the red-light areas to step out of the exploitative lifecycle. Uneducated and with no income security, such an opportunity to learn an alternative vocation is crucial. Working in the red-light areas of Mumbai, we often see such initiatives in practice, but this considers the comfort and convenience of our women. The women have chosen the days they would like to come for the training, so that it doesn’t disrupt their lives. The change has to be gradual, not on weekly or monthly basis, and this project understands that. Therefore, we see a strong commitment from our women to hold onto this opportunity and give change a chance.”

  • Limca launches new campaign this summer

    Limca launches new campaign this summer

    MUMBAI: Coca-Cola India has announced the launch of a new campaign for it lemony drink Limca. The new campaign ‘Chadha Le Taazgi’ is aimed at elevating the brand’s positioning as the ultimate thirst quencher.

    First introduced in 1971, Limca has remained unchallenged as the top sparkling beverage in the cloudy lemon segment. The success formula of the home-grown iconic brand is its sharp fizz and ‘lime and lemony’ bite combined with the single-minded proposition of the brand as the ultimate thirst quencher and the provider of freshness.

    The TVC is a romantic and playful interaction between a young couple who live in the same neighbourhood. It’s a hot summer day and the boy has just returned with his friends from a football match. His love interest is standing in her first-floor balcony drinking Limca. As he requests the girl to share her drink, she starts teasing and dares him to come up and get it from her. Tempted by the chilled bottle of Limca, he devises a quick plan to reach the cool, refreshing drink. He gathers his friends and forms a human ladder to reach her balcony. As he and his friends climb up, things come to a standstill in the neighbourhood. The neighbours watch the spectacle with curiosity, cheering him on. Finally, on reaching the balcony, thirsty and worn out, he grabs the bottle of Limca and takes a swig. He loses his balance and along with his friends, falls into a pool of water creating a massive splash.

    Coca-Cola India director for flavours Abhijit Datta says, “With its light-hearted and relatable campaigns across the years, Limca has always touched our hearts. The brand and the product have a deep-rooted connection to India and it is widely acclaimed for its unparalleled ability to extinguish thirst and leave you feeling fresh. We are continuously evolving our storytelling with consumers and inspiring them to enjoy themselves with our refreshing and great tasting portfolio beverages. The new TVC is being aired both on television and digital platforms.”

    The TVC has a soundtrack which is a contemporary version of the popular Bollywood classic ‘Gore Gore, O Banke Chhore’ from the movie Samadhi. The soundtrack has been re-composed by the young music composer Sameeruddin and complements the overall light-hearted nature of the film and the brand.

    Leo Burnett executive creative director Amit Nandwani mentions, “With the new Limca campaign, we’ve tried to bring the playfulness, romance and signature splash back to the brand. Set to a modern rendition of a Bollywood classic, the film seeks to bring alive Limca’s promise of water-like freshness in a fun and engaging manner.”

    Limca freshness campaign will leverage spots on television, radio and Hotstar during the IPL. Additionally, the campaign will be supported with extensive on-ground activities across Punjab, Haryana, Delhi, Uttar Pradesh and Andhra Pradesh. The on-ground activation will include point of sale across retail outlets, highway signage with visibility drives around Baisakhi in Punjab.