ITV

Category: Ad Campaigns

  • Centuary Mattresses gets Sania Mirza as brand ambassador

    Centuary Mattresses gets Sania Mirza as brand ambassador

    MUMBAI: Centuary Mattresses has appointed Indian tennis player Sania Mirza as its brand ambassador. This move also makes the company an early mover amongst the Indian mattress companies to have an association with a celebrity brand ambassador.

    Compared to the market growth rate of 10-11 per cent in the past decade, Centuary Mattresses has been maintaining a CAGR of 19 per cent per annum to be one of the fastest growing brands in comfort and bedding industry in India.

    The brand will now launch a nation-wide campaign with the tennis star which will be rolled out across various media.

    Sania Mirza will be seen in all the marketing campaigns and collaterals of the brand; emphasising on the power of better sleep.

    Centuary Mattresses executive director Uttam Malani says, “Sania Mirza who is a firm believer in the importance of sleep in her own success story was found to be an ideal personality to come on board as Centuary Mattresses’ brand ambassador. The brand intends to leverage Sania’s popularity as a multi-faceted youth icon and a top women athlete to connect with hardworking and aspirational youth of India who needs the power of better sleep to chase their dreams.”

    Tennis player Sania Mirza adds, “I always endorse the brands that I believe in and brands I associate myself on a personal level as well. I am proud to be associated by Centuary Mattresses as we both share the same vision of dreaming big to achieve greater successes and the power of better sleep to chase those dreams. India Ka sleep specialist is now my sleep specialist too.”

    The company plans to rapidly expand its presence and penetration across India by adding to its 200-odd exclusive brand outlets and 3,000 plus multi-brand dealers; riding on the wave of excitement generated through the endorsement and upcoming campaign with Sania Mirza – coupled with the launch of innovative new products.

    The brand – Centuary Mattresses – stands for its commitment to give its customers a better sleep. The company is the creator of Ulti-Matt technology and Centuary is now the new power house of sleep solutions.

     

  • BlueStar promotes new cooler range

    BlueStar promotes new cooler range

    MUMBAI: Air conditioner manufacturer, Blue Star, recently entered the air cooler market with its own brand: Windus.

    Blue Star in association with its advertising partner FCB Interface, has created an ad film that communicates the product’s benefit in a truly interesting manner. Four young women visiting their friend’s house on a hot summer day slip into winter wear just before entering the house. And why? Because their friend’s house has a Windus air cooler from Blue Star.

    Blue Star joint managing director B Thiagarajan mentions, “Blue Star launched its range of Windus air coolers last year with the strategic goal of pursuing new opportunities in areas adjacent to its current businesses. The new TV commercial for the upcoming summer highlights that the Windus range of air coolers provides winter-like absolute cooling even in the scorching summer season.”

    The communication focuses on a stylish imagery for the product, along with maintaining Blue Star’s premium brand personality in the minds of the consumers.

    The Company continues to increase its investments in this product category, with the objective of establishing Blue Star as a significant player in this segment.

    FCB Interface CCO Robby Mathew says, “What do you do when you enter a category where everyone’s saying the same thing in the same way? The answer is this film. A simple plot where guests are padding up in layers to visit a Blue Star home in summer! The beautiful lensing, the music and Blue Star’s offbeat humour, all come together to make a film that is way outside the category.”

  • Havmor’s Cool Gaiz are back

    Havmor’s Cool Gaiz are back

    MUMBAI: Havmor Ice Cream, one of India’s leading pure milk ice cream brands, gives us another reason to laugh off the heat.

    It was six months ago that Havmor established #MadeOfMilk, a belief that stems from real milk ice-cream made with the finest ingredients. Building on its commitment to authenticity, the first film introduced the ‘Cool Gaiz’, the happy-go-lucky and oftentimes silly duo, who live and breathe ice cream. These fun-loving cows are the biggest endorsers of Havmor’s real milk ice cream who never hold back when it comes to expressing their unconditional love for it.

    The Cool Gaiz are back this summer to further strengthen the brand’s #MadeOfMilk stance through two new iterations. The TVCs focus on how Havmor Ice Cream has more variants than the summer can handle. The animation and overall style is something new for the ice-cream industry and typically ambitious from a brand that has stood out right from its products and flavours to its very stance as a brand.

    The 15-second films feature the two Cool Gaiz going about their ice cream-obsessed antics, establishing the message that Havmor has the widest range of variants, and that consumers will never be short of choice this summer.

    With the emphasis on variety, the first film tells us how Havmor always sees opportunities to make ice cream using newer ingredients. The cows end up creating numerous variants with every ingredient they can get their hands on – always with real milk.

    The second film shows us the variety available in just a single flavour — chocolate. In their own unique way, the cows show us how there’s more than enough to choose from when it comes to Havmor’s range.

    Havmor Ice Cream VP of head marketing Chaitanya Rele mentions, “We’ve worked really hard to define who we are as a brand. One that consumers love not just for the amazing products we make but one that a young, fun and somewhat irreverent India will find appealing. The Cool Gaiz are helping the brand become memorable and stand out from the crowd — not taking advertising as literally as we’ve traditionally seen brands do. We’re a bold group and our intent to be the benchmark has been realised.”

    Creativeland Asia chief creative officer Anu Joseph says, “The Cool Gaiz are just like the good folks at Havmor, obsessed with making ice cream. Fun, delicious, interesting ice cream. The #MadeOfMilk series, this summer, focuses on the variety on offer, and the fact that it’s made of milk. The first of the series went viral with 12 million views a few months ago, and this time around, we are even more excited.”

  • HIL launches first ever TVC with Chennai Super Kings

    HIL launches first ever TVC with Chennai Super Kings

    MUMBAI: Building material company, HIL Ltd, has launched its first-ever television commercial.

    This campaign introduces the new positioning for HIL, ‘Together, we Build’ which highlights the presence of the company in various building materials with its brands Birla Aerocon and Charminar with products for roofing, pipes and fittings, smartputty, panel and blocks.

    The TVC features Chennai Super Kings (CSK) marquee player MS Dhoni, with Ravindra Jadeja and Murli Vijay and aims to strengthen HIL’s commitment towards building a dream nation with innovative products. The TVC has a very catchy jingle which was especially conceptualised by the leading musician Swanand Kirkire and is sung by Raghuveer Yaday.

    Conceptualised by Ogilvy & Mather, the TVC opens with Dhoni, hitting a six in his signature style that travels across the length and breadth of the country showcasing the diverse products offered by the company for all building requirements of modern construction including high-rises, residential apartments, malls, cafes, huts, animal shelters, and many other industrial applications. Backed by a great background score, lyrics and vocals, the TVC aims to capture the incredible and colourful spirit of India.

    HIL limited MD and CEO Dhirup Roy Choudhary says, “Over the last seven decades, HIL’s brands have been a partner in the development of India. Our new campaign resonates well with our strategy to build a stronger India by modernising and streamlining our products and solutions to address the changing consumer needs. We are confident that the new campaign will bring in a new wave of awareness for HIL and provide a fresh take to evolve the market.”

    “HIL and its brands have been a household name in the country over decades. It’s an honour for us to partner the team in harnessing the consolidated power of HIL and its portfolio to help build a new India,” adds Ogilvy South president N Ramamoorthi.

  • Tasty Treat’s new campaign celebrates India’s love for snacking

    Tasty Treat’s new campaign celebrates India’s love for snacking

    MUMBAI: Tasty Treat, the ready-to-eat snacking brand from Future Consumer Ltd, has launched a new brand film.

    The campaign is a montage of our current lives; where sweet, spicy, crunchy and masaaledar snacks constantly add fresh flavours across age, gender and time.

    Executed by Purple Vishnu films, the ‘Chak Chak Chabao’ campaign captures India’s undying love for tasty food and showcases the wide range of Tasty Treat products from namkeens to mithai and juices to sauces. The campaign is pictured to a peppy and foot tapping music created by rap sensation Kunal Pandagle a.k.a Kaam Bhaari and led by music director Sammeruddin.

    Future Group CEO of food business Sadashiv Nayak says, “Tasty Treat is one of our biggest and most loved snacking brand. The film celebrates the fact that Tasty Treat stands for an endless list of all finger licking snacks. Chak Chak Chabao is an anthem for all foodies who can hum to the music while indulging in some heartfelt and mindless munching.”

    Purple Vishnu Films director Sainath Choudhury adds, “As a brand, Tasty Treat has a basket full of snacks to offer and a musical rap was the best way to capture all of it in one go. The crunchiness of namkeens, binging on popcorns, sipping juices and never-ending snacking is what we have encapsulated through Chak Chak Chabao.”

    Taking the ‘Chak Chak Chabao’ campaign to the cricket stadium, Tasty Treat is associated with the upcoming VIVO IPL as an official on-grounds partner. Leveraging the reach and popularity of this platform, Tasty Treat will launch multiple campaigns centred on its products phased throughout IPL. Through a special digital contest, Tasty Treat and cricket fans have a chance to cheer and support their favourite teams live. Fans need to share their Chak Chak Chabao selfie on Facebook @Tastytreatofficial and stand a chance to win the IPL passes.

    The campaign will be promoted through a holistic marketing campaign spread across TV, print, radio, social media, in-store marketing and OOH.

  • Haier says to turn things straight in latest campaign

    Haier says to turn things straight in latest campaign

    MUMBAI: Home appliances and consumer electronics brand, Haier, has launched a new TV commercial featuring its revolutionary range of Bottom Mounted Refrigerators (BMRs). 

    Conceptualised around the theme of ‘India, Ab Seedhe Ki Aadat Daal Lo’, the TVC brings alive the differentiated proposition of Haier’s BMR technology in a creative way with a vision to resonate with the masses.

    Featuring glimpses of a busy Indian city, the commercial showcases how people have over time developed a habit of doing things their own way instead of following the right way. Be it trivial issues like attending phone calls in silent spaces like a yoga class or bigger concerns such as bribing officials to ensure our work gets done, we are always looking at ways of getting around the rules with ‘jugaad’. Bound together with the track, ‘Yahan Ulti Ganga Behti Hai, Reverse Mein India Rehti Hai’, the TVC reaches its climax with the narrator asking India to give up living in reverse (ulti aadatein) and embrace Haier’s revolutionary BMRs as their new refrigerator of choice. 

    The new TVC will run across 60 TV channels including leading national, regional, general interest, music, sports and news channels in eight languages.

    The commercial draws from the value add and benefits of using a BMR as against the traditional refrigerators, equating the use of the latter with numerous ‘ulti aadatein’ India has. With a BMR, consumers get the benefit of having the refrigerator part on top and the freezer placed at the bottom, to reduce the need for users to repeatedly bend while accessing commonly used items from the refrigerator.

    Haier India president Eric Braganza says, “Haier has been a pioneer of the BMR technology in India and around the world. We introduced the technology in India in 2007 with the ‘Ulte ko Seedha’ campaign and since then there have been several product design and technology changes in line with our efforts to create the perfect solution meant for today’s modern contemporary families.”

    Famous Innovations founder and CCO Raj Kamble adds, “The competition is aggressively marketing features in this category. Having done that with Haier BMR already last year, we now wanted to take things to the next level. These little upside down things that we Indians do are wrong but also quite endearing, because it’s just so us! It’s a light take on our ‘ulti aadats’ that, one of which i.e. bending down to get things from the fridge, is being corrected by Haier. Hence, the idea – “India, Ab Seedhe ki aadat daal lo!”

    Following a 360-degree approach, Haier will run all its marketing initiatives via various platforms such as electronic, print, OOH, digital and social, in-store branding, press, broadcast etc.

  • The Chonkpur Cheetahs are back with Amazon

    The Chonkpur Cheetahs are back with Amazon

    MUMBAI: This time last year, while our favourite teams battled it out on the field, another contender emerged during the commercial breaks that we were all rooting for. This unlikely team captured the imagination of millions of Indians, as we saw a bunch of talented players work hard to become the next big T20 team, with a little help from Apni Dukaan.

    Oh yes, the Chonkpur Cheetahs are back, and this time with brand new rivals! This season, they’ve moved to a new city to get one step closer to their dream, only to realise that before they face their opponents on the field, they must face the unknown city and its googlies.

    The campaign “Ajnabi Shahar Mein Apni Dukaan”, shows the everyday struggles of an unknown city through this endearing team, where amazon.in, helps resolve dilemmas getting in the way of things truly important. Currently, the Cheetahs have emerged victorious against their first opponent.

    There is a new team to look forward to this time around, called the “Chellapuram Cheetahs”. These boys and girls will be seen in all the south states in India, embarking on their dream to be the next big T20 team. With the help of Amazon.in, they learn to face the problems of settling in a new city effortlessly, before facing their opponents on the field! Watch the coach (played by VTV Ganesh) prepare Kanika, Giri, Munni, Gaja, Mani, and Malini for their first opponent in the new city.

    Both the Chonkpur Cheetahs and Chellapuram Cheetahs (Tamil Nadu, Karnataka, Andhra Pradesh), will be seen on TV screens through this cricketing season, and we’ll be able catch-up with more of their journey through the new city on digital platforms.

    Conceptualised by Ogilvy Bangalore and directed by Hemant Bhandari of Chrome Pictures (Chonkpur Cheetahs) and Jerald Packiasamy of Still Waters Films (Chellapuram Cheetahs), the films bring to life charming stories of people settling into new cities, and how Amazon India can help by providing access to required products in a humorous and light hearted way.

    Amazon India director of mass and brand marketing Ravi Arun Desai says, “With more than 300 million interactions across touch points in 2017, Amazon had to bring back the Cheetahs in 2018, this time chasing a bigger dream in an ‘Ajnabi Shahar’. The insight behind this campaign is that almost all Indian families have someone who would’ve moved to a big Indian city in pursuit of ‘better opportunities’ for themselves and the next generation.”

    “The campaign encapsulates how Amazon supports millions of Indians in their pursuit of dreams, as we cater to their everyday needs. Our customers use Amazon to effortlessly settle down in a completely new environment. The campaign explores a few relatable stories of the Chonkpur Cheetahs trusting apni dukaan to help them tackle some problems of settling into an unknown city. With over 17 crore products to choose from, the obstacles are taken care of by Amazon.in, and all they now need to do is concentrate on fulfilling their dream,” Desai adds.

    Ogilvy Bangalore senior vice president Kiran Ramamurthy mentions, “With the launch of Chonkpur Cheetahs last year, Indian audiences came across a team that had potential, but whose dreams of playing in ‘T20’ matches was restricted by their ability to get things that they needed. That is, till Amazon came into the picture and helped them realise their potential by removing the obstacles of access to things they needed. This year, with an improved game, the Cheetahs land in a big city to progress in their careers.”

    The campaign is led by multiple TVCs through the course of cricketing season, amplified through an integrated campaign spread across digital, social, cinema, radio, and more.

  • Tata Hexa celebrates with #OneWithTheRoad campaign

    Tata Hexa celebrates with #OneWithTheRoad campaign

    MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network India and Tata Motors launched a digital campaign, #OneWithTheRoad to mark the first anniversary celebration of its lifestyle SUV brand, Tata Hexa.

    #OneWithTheRoad highlighted the special bond that Hexa owners share with their cars. Hexa’s one-year anniversary was a special occasion and, hence, the brand sought to add a personal touch to its communication to induce user-generated content by creating traction on various social media platforms.

    With an aim to connect personally with Hexa owners and create a buzz online, an exciting contest was launched wherein participants were asked to post pictures or videos of their Hexa driving experiences, road trips and community activities on Facebook, Twitter and Instagram tagging Tata Motors and adding the hashtag #OneWithTheRoad.

    In addition to #OneWithTheRoad, the other hashtags that aided in amplification on Instagram were #TataHexa, #HexaAnniversary, #TataHexaOwners. Participants were also asked to fill up a form that asked them to describe their Hexa in one word. The word would be turned into a Hexa Ultimate co-created badge of honour.

    WATConsult founder and CEO Rajiv Dingra says, “The idea was to get up and close with our customers which would help us tap the one year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa’s valuable customers and highlighted a lot of memories that they have built with Tata’s Hexa in the year gone by.”

    Tata Motors head of marketing for PVBU Vivek Srivatsa adds, “We are delighted to see the kind of fan following Hexa has seen in a year’s time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond we wanted to roll out a campaign and we were delighted to partner with WATConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign.”

    The campaign created a lot of the right kind of noise. Each level was well placed and perfectly paced. Every phase helped propel the next; the teaser helped create the hype for the launch video. The launch video laid the groundwork for the amplification and the amplification led to immense traction and participation.

    Interestingly, #OneWithTheRoad garnered a 68.3 per cent follower growth on Instagram and 11.23 per cent follower growth on Twitter. The platform that worked best when it came to increasing reach was Facebook; however, Instagram got the best engagement.

  • Aristocrat’s new ad with Rohit Sharma

    Aristocrat’s new ad with Rohit Sharma

    MUMBAI: Aristocrat, from the house of V.I.P 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.

    Aristocrat brand ambassador 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. I must say that I really relate to Aristocrat’s philosophy of ‘Unpack Your Dreams’. 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, V.I.P Industries Sudip Ghose CEO adds, “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.

  • Datsun celebrates bold choices in a new campaign

    Datsun celebrates bold choices in a new campaign

    MUMBAI: Building up to the fifth anniversary celebration in India, Datsun has launched #MorePower2You – a campaign that brings alive inspiring stories of real Datsun redi-GO owners. Through this initiative, the brand aims to recognise and celebrate the bold choices Datsun redi-GO owners have made to realise their dreams across different walks of life.

    Nissan Motor India managing director Jerome Saigot says, “Bold and fearless, passionate and self-driven is what defines Datsun and its owners. #MorePower2You is a celebration of bold expressions, passion and the unconventional paths Datsun redi-GO owners have embarked upon to realise their dreams and achieve success in life. We are extremely proud to have such passionate owners as part of our Datsun family and salute their spirit!”

    A three-part series comprising of short two minute films of Datsun owners across different parts of the country showcases the obstacles they have overcome to achieve their dreams and how their Datsun red-GO has been an integral part of this journey. Based on digital platform, the campaign will be driven through a series of planned social activations and innovative storytelling under the campaign hashtag #MorePower2You.

    Digital has played a critical role in the company’s successful run in India and in fact, digital is leading Datsun’s main communication and marketing strategy. This approach is driven by the fact that globally almost 70 per cent of car sales are digitally influenced. Customers today have great knowledge about the product even before visiting the showroom. This has hugely influenced the way we are communicating with our customers.

    Datsun originated in Japan as DAT-GO (the DAT-car) almost a century ago in 1914. The word DAT means ‘lightning-fast’ in Japanese but is also a reference to the first letters of family names of the three financiers who supported the business at the time: Den, Aoyama and Takeuchi. Using the same logic, it was promoted as durable, attractive and trustworthy, or DAT for short. Nissan Motor announced the return of the Datsun brand, Nissan’s third global brand, alongside Nissan and Infiniti, in March 2012.