ITV

Category: Ad Campaigns

  • Saffola launches campaign to beat food cravings

    Saffola launches campaign to beat food cravings

    MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, and Marico’s Saffola, launched a new campaign for its newly introduced offering, Saffola Active Slimming Nutri-Shake, titled ‘Beat The Crave’.

    The campaign is a first-ever audio-driven digital initiative that aims to distract the audience from unhealthy food cravings.

    The campaign undertakes an array of social media activities along with a microsite that has been created for users to visit and distract themselves whenever their craving strikes, thus enabling them to maintain their diet plan. The microsite will have multiple audio skits; also available on WhatsApp to encourage people attain their fitness goals. While each audio skit is crafted to help people distract from their cravings, it also allows them to learn the psyche behind these cravings and provides solutions to avoid them.

    Marico chief operating officer Sanjay Mishra says, “In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WATConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts toward slimming. So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options”.

    The campaign also features several personalities from different walks of life who have been roped in to join the ‘Beat the Crave’ way. Healthy alternative recipes are also on offer to beat those cravings.

    WATConsult founder and CEO Rajiv Dingra adds, “Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of craving. But if you can distract your mind for around three minutes, you can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food vs the weight loss goals, we created a digital friend who helps you beat the craving.”

  • Tanishq targets southern markets in latest series of ads

    Tanishq targets southern markets in latest series of ads

    MUMBAI: After the success of the national campaign for wedding jewellery collection Rivaah last year, Lowe Lintas has strung a new communication addressing Southern India’s Kannada, Malayalam and Tamil speaking population.

    Keeping the central theme around the ‘precious bond’ between a father and a daughter, the new films are shorter in duration but have captured the same appeal as the previous campaigns. Shorter duration formats are a challenge and need careful crafting that relates to the three different communities. A separate long format film will be live on digital media. By catering to the distinct needs of each community, Tanishq eyes a larger pie of the South Indian wedding market through its Rivaah collection.

    The campaign rests on the singular insight that a father always wants the best for his daughter. The films mirror the father’s feelings as his daughter is getting married. These moments are the purest and clearest manifestation of the father-daughter bond. Each film has a traditional setup of that community making it as relatable as possible for the target audience.

    Tanishq associate vice president marketing Deepika Tiwari says, “Every father in the world wants the best for his daughter. The new films on Rivaah are our endeavour to show the same. These three films are an extension to our earlier Rivaah TVC. From Kasu Malai, Vanki and Oddiyanam for the Tamil bride to Saunta da Dabu , Kasina Sara for Kannadiga bride and Palaka Mala and Pulinakha Mala for the Kerala bride – Tanishq offers a wide range of traditional designs re-interpreted to current sensibilities.”

    The films conceptualised by Lowe Lintas Bangalore capture intimate feelings showing the gush of emotions father goes through when he realises that it’s almost time to say goodbye to his daughter, as she prepares to start her new life. They have highlighted the nuances of each community, with the overarching thought of a father wanting the best for his daughter, cutting across all cultures.

    Lowe Lintas chairman and chief creative officer Arun Iyer adds, “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We are happy that we found such a beautiful way of showcasing a father’s love for his daughter with just his thoughts rather than his conversations.”

    The campaign is live across online and offline media.

  • OnePlus 6 kick-starts Snapchat campaign

    OnePlus 6 kick-starts Snapchat campaign

    MUMBAI: Staying true to its brand ethos of never settling down, OnePlus has become one of the first movers in the category to launch a Snapchat marketing campaign in India.

    OnePlus has partnered with White Rivers Media to launch a pan India campaign to reach across to the millennial audience. The account will be handled by the Mumbai office of White Rivers Media.

    OnePlus’ flagship for 2018, OnePlus 6 will be launched on 17 May in Mumbai.

    Last week, OnePlus announced its collaboration with Disney for the upcoming Avengers: Infinity War and as a part of this collaboration, OnePlus has confirmed the OnePlus 6 Marvel Avengers limited edition to be launched alongside OnePlus 6.

    White Rivers Media chief executive officer Shrenik Gandhi says, “Snapchat is a great parallel platform to reach to more millennials with high spending capacity. These users are stellar content creators who open the app 20+ times a day. It is a great time for OnePlus to engage with its users. The type of audience that you find on the platform, combined with the fascinating possibilities of reaching out to them that it facilitates, will surely generate great results for the brand launch. Being ardent OnePlus users ourselves, we look forward to the exciting opportunities of creating a great Snapchat campaign with OnePlus.”

    White Rivers Media is one of the fastest growing independent digital marketing agencies working with brands across tech, e-commerce, real estate and fashion. Over the years, the agency has worked across borders, timelines and languages, making it not just international, but multicultural outfit.

     

  • Parle launches campaign for new Milano range

    Parle launches campaign for new Milano range

    MUMBAI: India’s leading biscuits and confectionery manufacturer, Parle Products, which unveiled its premium division ‘Platina’ a year ago, has now taken a step further to strengthen the range’s position in the market.

    Identifying the positive reception that the Platina range has received over the past one year from consumers who wish to try premium offerings from the house of Parle, the company has added unique offerings like Mixed Berries Centre Filled Cookies and Hazelnut Centre Filled Cookies to its indulgent Milano range. The addition of new variants to Parle’s most premium chocolate chip cookie offering comes on the back of the love that Platina’s flagship product Milano has enjoyed since its launch in 2006. Parle Products has launched the variants with a focused approach, tying up with select chains to make them available to a targeted audience.

    Along with expansion of the Milano range under Parle Platina, the FMCG giant is going all out to augment impact of the announcement by means of two new TVCs featuring celebrity Twinkle Khanna which will go on air this IPL. The television commercials have been filmed with a quirky undertone and communicate that one can never be too diet-conscious to indulge a little in a delicious Milano cookie.

    Parle Products category head Mayank Shah says, “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”.

    Conceptualised by Taproot Dentsu, the campaign will feature two TVCs which send out a message that a cookie is all about savouring good taste and enjoying a great feeling and not something that is necessarily frivolous. The brand features this as an integral part of the TVC narrative, where Twinkle Khanna breaks the fourth wall and shares her own witty take on fitness-related clichés like having a six-pack or a size zero figure, using Milano packs.

    Commenting on her association with Parle for the TVCs, Khanna mentions, “Having grown up on many of Parle’s products which still ring in much nostalgia, I was instantly excited to be a part of this series of TVCs. I identified with the messaging, tone and treatment of the TVCs right from the word go as I personally feel that you need to have a good balance between health and indulgence. Milano’s exotic range comes in variants and these make for the perfect guilty pleasure every once in a while”.

    Taproot Dentsu ECD Pallavi Chakravarti 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 people that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”.

    Since 1929, Parle has grown to become India’s leading manufacturer of biscuits and confectionery. An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. It has made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest.

  • Kingfisher introduces Indian Prank League this IPL

    Kingfisher introduces Indian Prank League this IPL

    MUMBAI: Alcobev brand, Kingfisher, has introduced the ‘Indian Prank League’ as part of its IPL campaign “Divided by teams, united by Kingfisher”.

    The Indian Pranks League celebrates the teams and their spirit of the good times with a series of video commercials featuring players from Sunrisers Hyderabad, Mumbai Indians, Rajasthan Royals, Kolkata Knight Riders, Kings XI Punjab and Royal Challengers Bangalore, who are seen pulling pranks off at their team mates. The campaign brings a fresh take to brand activations this IPL season.

    As the nation tunes in to watch and support their favourite cricketers, Kingfisher rings in the good times with its campaign, bringing a sense of fun and youthfulness to this matchup of tough competitors. This year the teams and fans unite over a series of hilarious pranks.

    United Breweries chief marketing officer Samar Singh Sheikhawat says, “For years, Kingfisher has been a catalyst in bringing rival teams together with a fun element off the fields to establish the brands campaign line for the IPL – Divided by teams, united by Kingfisher. We also give fans access to the players with our on-ground promotions getting them closer to their sports idols. This year around, the campaign focuses on showing fans the humorous personalities of the teams where they pull pranks on each other in good sporting spirit.”

    As a part of the campaign, KIXP batsman Chris Gayle pranked his team-mate KL Rahul on his 26th birthday.

    Commenting on the campaign and his recent birthday celebrations, Kings XI Punjab batsman and wicket keeper KL Rahul mentions, “Pulling pranks is one of the most fun element about being part of a team, I have pulled a couple of pranks on my fellow teammates as well. The new campaign reflects the spirit of camaraderie and the good times, exactly how we keep it on the grounds during our practice sessions, we all are always seen having a jovial time. My top Indian Prank league moment this season was on my birthday, pulled off by my fellow teammates. Its small moments like these which creates memories and keeps the spirit of good time going.”

    J Walter Thompson Bangalore SVP and managing partner Kishore Tadepalli adds, “Despite the rivalry between teams, the players are thick friends with each other. They constantly pull each other’s legs, crack jokes and have a laugh off the field. Kingfisher brings the camaraderie alive for the sports fans and gives them a sneak peak to their lives beyond cricket.”

    The ads will be showcased across mediums through the season, targeted towards cricket fans but can also be viewed on Kingfisher’s YouTube channel.

    Kingfisher will also bring fans closer to their cricketing gods with engaging activities through the season across various platforms is to enable Kingfisher to reach out to millions of consumers across the country, ensuring it is the brand of choice right through the summer.

  • Happy mcgarrybowen creates film for Jabong’s Showstopper Festival

    Happy mcgarrybowen creates film for Jabong’s Showstopper Festival

    MUMBAI: Online fashion destination, Jabong, will launch a four-day shopping extravaganza, the Showstopper Festival, between 27-30 April.

    Targeted to fashion aficionados, the festival will showcase an exquisite collection from renowned international, luxury, designer, beauty, accessory and athleisure brands.

    To support the festival, Happy mcgarrybowen has launched its latest campaign for urban fashion-forward customers. A digital-first approach has been adopted for the campaign, and is supplemented by outdoor, cinema and radio. The core campaign thought, #FashionGuilty, builds a world for the showstoppers, where mediocrity ceases to exist.

    Jabong VP for brand marketing Gaurav Kackar says, “Showstopper Festival is an ode to the fashion forwards and the trend makers. Every aspect of our campaign comes from a simple insight that being #FashionGuilty is something you wear on your sleeve proudly. The visualisation of the commercial is powerful, eclectic and high on fashion quotient portraying the free-spirited, who defy mediocrity. It encapsulates the essence of the brand, as a curator of best in class labels and high-end fashion.”

    Happy Mcgarrybowen CEO Kartik Iyer adds, “The thing about those who fiercely love fashion is that they don’t care about what others think. Some people have a certain boldness about them. The Showstopper Festival is for such people. The film brings this thought alive with the showstoppers celebrating their uniqueness, even if they are being judged for who they are.”

  • Aristocrat creates new TVC with Rohit Sharma

    Aristocrat creates new TVC with Rohit Sharma

    MUMBAI: Aristocrat, from the house of VIP Industries, has released its TVC in the ‘Unpack Your Dreams’ campaign.

    The TVC starring Indian ace cricketer Rohit Sharma seeks to encourage individuals to follow and achieve their dreams, while Aristocrat helps safeguard them.

    The TVC lays emphasis on the fact that Aristocrat will always be there to assist you in your journey of chasing and achieving your dreams, given its durability and quality. It highlights how the bag, in spite of going through immense adverse conditions, safeguards Rohit Sharma’s trophy which is definitely a result of extensive hard work and passion.

    Aristocrat brand ambassador Rohit Sharma says, “For me, durability and toughness are very important features while buying any product. Being a perfect blend of long-lasting durability and style, Aristocrat is my first choice. It truly matches my vibrant personality. All of us dream of achieving something great in our lives but very few of us live the dream… Ever since I was a young kid it was my dream to play cricket for the country. Now when I look back, I know that it wouldn’t have been possible had I not given it my all. It was only through self-discipline and practice that I managed to achieve this.”

    Speaking about the brand ideology, VIP Industries CEO Sudip Ghose mentions, “We have seen a growth in the demand for Aristocrat products over the last year and have also witnessed a surge in sales online. With Aristocrat, we wish to provide our consumers with an exceptionally durable and extremely spacious collection that offers great value for money. We believe our new brand ideology and ambassadors resonates with our target audience who are ambitious, and working hard to achieve their dreams.”

    The TVC will go live across multiple platforms including all social media platforms of Aristocrat. The products are available across all leading VIP World outlets, multi-brand stores, hypermarkets, e-commerce sites and can be purchased on the brand’s website.

  • 7UP launches limited edition throwback bottles

    7UP launches limited edition throwback bottles

    MUMBAI: Remember those good old days when rock-and-roll ruled the charts? When rotary phones were a fixture in every home? #Throwback is not just a hashtag but a reminder of the past; of times when cool had a different definition; when creative expression, retro designs, ‘flower power’ ruled the roost, and when Fido Dido was the man of the moment.

    This summer, beverage brand 7Up is all set to take consumers on a trip down memory lane with its new campaign, 7Up Back to Cool. The lemon flavour presents consumers with a blast from the past, with the launch of six vintage deigns.

    The limited-edition packaging is celebrating the spirit and soul of six different decades in history, starting from the 1950s and running through the 2000s.

    Printed on the bottles, the 1950s slogan screams out ‘Sure Is Swell’, a popular slang of the decade; while the ‘Far Out Flavour’ slogan captures the essence of the 1960s. The 1970s are depicted through the ‘Get Down, 7UP’ slogan and ‘Clearly The Uncola’ takes centre stage on the bottle label inspired by the 1980s.The 1990s bottle sees ‘King of Cool’ Fido Dido take a break while lying in his hammock. Rounding off the pack of six is the 2000s’ ‘Timeless Taste’ bottle slogan, which exemplifies how the clear drink has remained a favourite over the decades.

    The 7Up Vintage packaging is brought alive on screen through a TVC, conceptualised by creative agency BBDO, which shows the evolution of the different designs.

    PepsiCo India associate director of flavours marketing Gaurav Verma says, “7Up is a brand which is inherently cool and has retained its personality through the decades. Through the limited edition 7Up Vintage packaging, we have once again taken a unique and ‘cool’ approach to connect with today’s generation. In the age of throwbacks and selfies, the 7Up Vintage bottles are the perfect representation of our Shelf to Media strategy and we are confident the new, limited edition packaging will truly make 7Up stand out on retail shelves.”

    Excited about the launch, BBDO India chairman and chief creative officer Josy Paul adds, “These are collector’s items. Fido is the original daddy of cool! It’s so awesome that you want to own every one of these global vintage packs. And you want others to enjoy them to. How do you do that? With the 7UP Back to Cool promo offer! Now everyone has a chance to go back in time with a bottle of 7 Up! Nostalgia is cool!”

    7Up has rolled out a 360-degree marketing plan with the launch of the TVC which will be supported by massive outdoor and digital surround. The edgy new PET bottles will be available to consumers across all modern and traditional outlets across the country.

    The brand is also introducing limited-edition design merchandise, including bluetooth speakers, headphones, t-shirts and hoodies, notebooks, sippers and funky slap-bands inspired by the new packaging. Consumers will get a chance to win these merchandise through promo packs on select bottles only in Kerala, Karnataka, Tamil Nadu, Andhra Pradesh, Telangana and West Bengal.

  • RoohAfza targets millennials in latest campaign

    RoohAfza targets millennials in latest campaign

    MUMBAI: RoohAfza, a refreshment beverage for over 100 years, has been India’s favourite drink for generations. This summer, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity.

    The campaign crafted and conceptualised by FCB Ulka stays true to what RoohAfza is, but finds a way to connect with Indian millennials who are progressive yet immensely proud of their culture.

    Hamdard chief sales and marketing officer Mansoor Ali says, “Every time we come up with a new campaign, we want to address a key issue that is prevalent in our society. Being a 111-year-old drink and loved by consumers across all age groups and segments, RoohAfza has stood the test of time, not solely because it’s a great refresher, but because at its core it stands for something far larger — togetherness! This campaign is a call for everyone to come together and live in harmony.”

    FCB Ulka president Debarpita Banerjee adds, “RoohAfza is a lot more than a refreshing beverage. For a lot of us it is nostalgia in a bottle. Along with its natural ingredients, beautiful colour and unique taste, it is also a drink that almost had the power to bring people together, cutting across all age groups, belief systems and geographies. And this was the task we set upon ourselves. To re-introduce this iconic stature to the younger generations of our country.”

    RoohAfza is a sharbat in a bottle, but the magic happens when it is mixed and mingled with things. RoohAfza, in its refreshing way asks India to come together and celebrate the ‘unity in diversity’ that it stands for. The new insight-based campaign showcases this in a montage film depicting different scenarios and a background score taken form a very popular evergreen song “Yeh hai Bombay Meri Jaan” from the film CID.

    FCB Ulka national creative head Surjo Dutt mentions, “The challenge was to make a 100-year-old iconic drink relevant for the youth of today. Only when we mix and mingle with each other is when we truly come together. Just like Roohafza’s unique taste which comes out only when it is mixed with something else. It was an absolute pleasure bringing this idea to life using an iconic song, paired with heart-warming visuals.”

  • Honda launches new campaign for Activa 5G

    Honda launches new campaign for Activa 5G

    MUMBAI: Honda Motorcycle and Scooter has introduced a 360 degree ad campaign for the iconic Activa 5G. Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC is now on air across all popular channels.

    Honda’s ‘Love is Growing’ TVC starts with an establishment of a college campus. It is here that Taapsee enters riding the new Activa 5G with her father (Boman Irani) as her pillion. The father and daughter duo (Boman Irani and Taapsee Pannu) ride the new Activa 5G to college.

    A group of four youths stops to notice the scene. The first says “Ye to wahi hai yaar” to which the second replies “lagti to bilkul alag hai yaar” to which the third friend adds “Bright like sunshine”. One of the friends has all eyes for the girl and says “Tu 5G dekh, mujhe to apna future dikh raha hai.” The strict professor father (Boman) hearing this gets annoyed and scolds the boy to come inside the building. A voiceover in the background introduces the scooter as ‘Agaya hai naya Activa 5G. Curiosity badegi, batein badhengi, aur pyaar toh badhega hi.’

    “As the number one selling two-wheeler of India, Activa is no longer just a mobility solution but a cherished part of life for more than 18 million Indian families and youth. Activa has transformed to meet the evolving needs of every generation over the years. The new fifth generation Activa 5G, while staying true to its legacy of trust, innovation, quality, reliability and convenience; looks and rides completely different giving young India all the more reason to fall in love with it. The new ‘Love is Growing’ campaign celebrates that not only is the Love for Activa is growing but love is growing in real life too,” says Honda Motorcycle and Scooter India senior vice president of sales and marketing Yadvinder Singh Guleria.

    “Activa is a household name in India. It has seen many generations. As we were briefed about the 5th generation model of this very popular brand, we thought let’s showcase how this love is growing. The film is a little chapter from this love story, which occurs in a university, between one of the students and the professor’s daughter. It was great working with Boman Irani. Taapsee adds a new flavour to the brand. We hope the film builds on the love that the brand already enjoys across the nation,” adds Dentsu One national creative director Titus Upputuru.

    Dentsu One senior vice president of account management Abhinav Kaushik mentions, “Activa has become an inseparable part of Indian families since its launch 17 years back. So many things have changed during this time but the love and affection for Activa has only grown and multiplied over the years. With this growing love across multiple generations, it was the right time to launch Activa 5G with a quirky campaign where the brand becomes the harbinger or catalyst to get two people to fall in love with each other.”