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Category: Ad Campaigns

  • Catch Spices rolls out new TVC with Vidya Balan

    Catch Spices rolls out new TVC with Vidya Balan

    MUMBAI: Catch Spices has rolled out a new spicy TVC with its brand ambassador, Vidya Balan.

    Catch Salts & Spices has been on the vanguard of Indian spices, adapting tradition and adding innovation. The brand enjoys a pivotal place in Indian kitchens. Repositioned with the tagline, ‘Catch ka koi match nahin’, the communication is developed around the core product attribute of unmatched quality and innovation.

    Vidya Balan plays the role of an intelligent wife, who makes her foodie husband cater to her wishes, thanks to the power of Catch spices that she has with her. The film has a humorous plot that revolves around Vidya, who smartly passes on her chores to her husband, who endlessly craves for tasty meals cooked by her.

    In a light-hearted script, Vidya’s screen husband requests her to make his favourite dishes. In fact he wants them so badly that he offers to take care of all the work that Vidya has to do. Vidya, good-naturedly, takes full advantage of the situation. When Vidya is complimented on her ability to make her husband do all this, she passes the compliment to Catch Spices which is the secret of her fabulous cooking.

    DS Spiceco business head O P Khanduja says, “The brand’s never-ending quest for quality, the low temperature grinding and no fillers policy guarantee that the flavours and aromas of the spices remain intact, giving them high potency needed to create delectable dishes. With the new tagline, we further reinforce the unmatched value and attributes of the brand to the consumers. The new TVC is a light-hearted take on how the wives use delicious home-cooked food to get their way.”

    Everest Brand Solutions chief creative officer Rahul Jauhari adds, “We chose a humorous theme for the TVC with which the audience could identify easily. The film highlights the tagline which emphasises on the brand ethos. Vidya Balan with her impeccable acting skills has helped spread the message effectively, while maintaining the brand image and essence. We are sure the campaign would click well with our target audience.”

    The film is a part of a larger campaign that has elements across mediums.

  • Unibic launches new campaign with mascot

    Unibic launches new campaign with mascot

    MUMBAI: Unibic Foods, India’s ‘real’ cookie production company with one of the largest cookie manufacturing cookie facilities has ramped up its ongoing UBU campaign with some innovative additions.

    The cheerful cookie mascot, who was launched in September 2016, has been seen across TV channels, social media and outdoor campaigns with some engaging messages. UBU, the bearer of more, shares interesting nuggets on various aspects, be it recipe tips on TV or quirky messages in the form of ‘UBUISMs’ on social media. He even gets famous cartoon characters to yearn for Unibic cookies and takes on different avatars to interact with consumers in a fun way. He ups the enthusiasm quotient by cheering sports personalities with special messages.

    The few channels initially selected for the integration include AsiaNet News and Cartoon Network, and UBU has been featured in broadcasts like the FIFA World Cup U-17 and an animation series on the same. Únibic Foods has also been going to schools and promoting the brand as well as UBU with some interesting games and contests where kids have to draw their interpretations of UBU and cookies. This endeavour has received an overwhelming response with multiple entries pouring in.

    UBU was seen during the football broadcast on AsiaNet News, popping up to congratulate the players for the goal of the day, exhorting the viewers to cheer loudly during Ind vs Aus, Ind vs NZ and Ind vs SL cricket matches as well as congratulating the students who were selected to visit NASA. Cartoon Network viewers were also in for a surprise as UBU made some yummy cookies with the help of some iconic cartoon characters.

    Unibic Foods marketing head Aarti Iyer says, “Having created our own mascot, we want UBU, to be a lively, friendly personality who likes to interact and engage with the consumers in many ways. Some of these unique integrations were well received in the market. We, however, have a long way to go with regard to UBU gaining fame and familiarity with the end consumers. We are looking forward to bringing in more such interesting activations that will help us connect with our consumers at the right time in a fun manner. We will be looking at expanding this integration with other channels across sectors in the coming months.”

    Unibic Foods has grown exponentially in the last decade and is now one of the fastest growing cookie brands in India. Unibic has a team strength of 800+, and a global reach of more than 10 countries.

  • Jockey says play hard or don’t in latest campaign

    Jockey says play hard or don’t in latest campaign

    MUMBAI: Leading American inner-wear, active-wear and leisure-wear brand Jockey, has launched a new Jockey Athleisure campaign, for the range of outerwear for men and women which effectively blends active and leisurewear.

    Athleisure includes products like tracks, hoodies, jackets, t-shirts, tanktops, shorts and sports vests.

    The campaign conceptualised and executed by L&K Saatchi & Saatchi includes TV, Print, OOH and will also use radio and digital media for engagement and activation.

    The TVC is directed and shot by Mark Toia on the streets of San Francisco. Themed around ‘Play or Relax’, the film shows a vibrant day-in-the-life of a carefree and cool guy and a girl in the city, and how they easily switch between moments of relaxation and active play while being comfortably fashionable.

    The print and OOH creatives were shot in Los Angeles. It urges you to try harder, but it also tells you it’s fine if you don’t. Jockey Athleisure is made for both.

    Jockey India president of sales and marketing MC Cariappa says, “Athleisure marks the official foray for Jockey India into outerwear which is an extremely relevant and highly potential category especially in India where the larger population indulges in casual sports to stay active while wearing activewear for casual hangouts. The campaign strengthens the Jockey brand imagery while signalling the exciting new range.”

    L&K Saatchi & Saatchi senior vice president Debarjyo Nandi adds, “The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it but live it, play or relax.”

    Although the film is already on-air and online, the OOH and print are scheduled to break in a week.

  • Duroflex launches a unique yawn sleep song

    Duroflex launches a unique yawn sleep song

    MUMBAI: This World Sleep Day, Duroflex and Happy mcgarrybowen launched a very different product that helps aid better sleep, The Duroflex Sleep Song. 

    Conceptualised and composed by Happy Mcgarrybowen, the Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into a deep sleep.

    DuroflexOfficial

    World Sleep Day is an annual celebration of sleep and a day to reflect on the importance of sleep for a healthy life. “We are a highly sleep deprived society and don’t consider sleep a priority for good health. As a brand, we are committed to raising awareness about the importance of sleep. Our products aid better sleep and The Duroflex Sleep Song is just another offering from us to help everyone sleep better. Track it free to download and we urge you to share it with people who deserve better sleep,” says Duroflex director of marketing Mathew Joseph.

    Happy mcgarrybowen senior creative director Naren Kaushik Mudrakartha adds, “The key ingredient of the track is all kinds of yawns – because they are so contagious. While the bed of the track had a soothing arrangement, the yawns were built in to make anyone who heard it sleepy. And thus was born The Duroflex Sleep Song, a first for any brand. The best part was that we knew the track went viral quickly because we started receiving it as a forward from friends within a couple of hours of launching it.”

  • Big B sings acapella style for Navratna

    Big B sings acapella style for Navratna

    MUMBAI: Navratna Oil, the ayurvedic therapeutic cool oil brand from the house of Emami has launched Amitabh Bachchan in a never seen avatar of an ‘acapella’ singer.

    In a brand new music video, Big B can be seen crooning to the iconic song ‘Sar jo tera chakraye’ from the film Pyaasa in an acapella style. Big B lent his baritone voice for this experimentation for the very first time in his entire illustrious career and has once again rewarded his fans with something to rejoice for.

    Acapella is group or solo singing in choral style which is without instrumental accompaniment, where the background music is usually created by beats made by the human mouth, usually one linking to the other one, like hitting the floor, then the desk, then the wall to make a beat that goes together, while actually singing the song. Meaning “in chapel style” in Italian, acapella originated from religious music composed for use in chapels which, unlike large churches, had no organs to accompany the song.

    Created by Leo Burnett Orchard and directed by Nitesh Tiwari of Dangal fame, the Navratna Acapella number sung by Big B has been digitally released on YouTube.

    Emami director Harsha V Agarwal says, “The song and its portrayal of a barber offering relaxing champi has a very natural correlation with our brand Navratna which when applied for a head massage also offers instant relaxation from stress, tension, headaches and sleeplessness. It is almost as if the song had been written for Navratna only!”

    Incidentally, the same song in a winning combination of Navratna and Bachchan as ‘Rahaat Raja’ created quite a stir last year in a TVC.

    Tiwari adds, “The music format of acapella is growing in popularity among the young music lovers of today. We found that the rhythm of acapella style of singing has a very direct correlation with the rhythmic sounds and actions created by barbers while giving relaxing champis to their clients. Amitabh Bachchan, the brand ambassador, also got instantly enthusiastic on learning about this idea and promptly agreed to lend his voice to this experimentation. It has been a wonderful experience for all of us and we have released the music digitally to connect better with today’s consumers who are digitally active and also love Bollywood music.”

    The Navratna portfolio consists of Navratna Oil, Navratna Xtra Thanda Oil, Navratna Almond Cool Oil and Navratna Cool Talc.

  • Linc Pen encourages students taking exams

    Linc Pen encourages students taking exams

    MUMBAI: Linc Pen and Plastics, one of India’s most trusted writing instruments for the last four decades with a strong presence over 50 countries, has lauded the resolution and hard work of students who are taking their board exams this year with a brand new advertising campaign, Best of Luck.

    Keeping the simplicity alive of the three most common words spoken to each other by students before tip toeing expectantly inside the examination hall, Linc Pen weaves in the magic that transpires to raise the self-belief through simple humane touch. All the love and appreciation the brand has received throughout its growth trajectory, Linc Pen’s ad campaign touches the emotional chords of all its connoisseurs, celebrating a vital phase of student life by wishing all across India.

    Linc Pen kicked-off its campaign aiming to connect directly with their students. It is a clear shift from the oft-repeated ‘strong, foreign, technology, quality, innovation and smooth writing’ proposition in the writing instrument category communication.

    The advertisement is unique as it helps the viewer to relate more to the inherent qualities of the brand through the sojourn of a little girl becoming an inherent part of another person’s life and their success story.

    Most pen brands during the exam season talk about new or cool features or simply how their product is superior than others in terms of writing. The stationery category doesn’t witness too much of brand loyalty and is mostly run by students asking for a certain type of pen or at a certain price point. Linc wanted to build preference for itself by finding an emotional place in the hearts and minds of these students and their parents.

    The TVC has been created by Soho Square Advertising and Marketing Communications and is live on digital platforms YouTube and Facebook.

    Linc Pen and Plastics managing director Deepak Jalan says, “Through this new campaign we connect with every student to not just attain success in life but also transform into a better human being.”

    The campaign has already garnered 4 million views on Youtube and 3.5 million views on Facebook for its poignant storyline.

  • JSW Steel leads fight against counterfeit steel

    JSW Steel leads fight against counterfeit steel

    MUMBAI: JSW Steel, India’s leading steel producer has a new TV campaign which is a part of the company’s ongoing effort to create mass public awareness about the menace of counterfeit in the colour-coated steel products category.

    Conceptualised by Ogilvy & Mather, the new JSW Colouron+ TVC demonstrates the product functionalities while creating awareness on how consumers can check for authentic JSW Colouron+ sheets. JSW Steel has introduced a unique tamper-proof quality mark to differentiate JSW Colouron+ from substitutes sold in the Indian market. The new TVC is on air across national and regional TV channels.

    JSW Steel director of marketing and commercial Jayant Acharya explains, “We have seen a large influx of sub-standard colour coated steel into the country in recent past. This poses multiple problems for the country – not only does it affect domestic manufacturers who have put in large amounts of capital to set-up world class facilities but it also increases the cost of infrastructure as low quality imported steel needs replacement in about two years compared to 10-20 years’ shelf life of domestically manufactured colour-coated steel. The issue becomes even more serious when these imported sheets start getting sold as counterfeit of established brands in the country deceiving consumers across segments. JSW Steel has been at the forefront of fighting this menace and we have already conducted over 40 raids in various parts of the country. Our team has innovated an in-house solution to make the product tamper proof.”

    JSW Steel has introduced a quality tamper-proof, non-erasable marking for JSW Colouron+ colour coated sheets which can be easily checked by the consumers at the store during purchase. JSW Steel’s quality marking differentiates its product from counterfeits as the liner marking in counterfeits can be easily erased. The company believes that such malpractices have serious implication on economic health and safety of the industry as well as individual customers. Counterfeiting and piracy are a threat to every industry sector around the world and India is no exception.

  • Gatorade gets PV Sindhu to say ‘never give up’

    Gatorade gets PV Sindhu to say ‘never give up’

    MUMBAI: PepsiCo India’s sports drink brand, Gatorade, has released a new TVC film featuring ace shuttler and olympian PV Sindhu.

    Sindhu highlights its commitment to keep top athletes across the world rehydrated, replenished and refuelled for better performance. Alongside her, the film also features international football superstar Lionel Messi and basketball player Karl Anthony Towns.

    The film is a reflection on Gatorade enabling athletes achieve more by providing the right balance of nutrients inclusive of carbohydrates, minerals and electrolytes. The film rolls out in a format of a video game, depicting the choices a player has i.e. To Give Up – Yes or No? There is no question of giving up with Gatorade which helps refuel athletes, pushing them to train harder and perform better.

    In line with Gatorade’s campaign to ‘Sweat More’, Sindhu, who was taken on board as the brand ambassador last year, has successfully completed her sweat test at the Baltimore facility of Gatorade Sports Science Institute.

  • Fevicol makes a banner that actually sticks

    Fevicol makes a banner that actually sticks

    MUMBAI: No one pays attention to web banners anymore. So Fevicol, India’s leading adhesive brand, decided to make a banner that would genuinely stick and not just figuratively.

    The sticky banner appears to show up in YouTube pre-roll ads of other brands, like a standard in-video banner. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it.

    This effect was achieved by making videos that closely mimicked the ads viewers were used to watching every day, and deploying them as seemingly ordinary pre-roll ads on Youtube.

    Ogilvy vice chairman and group chief creative officer Sonal Dabral notes that Ogilvy has a long history of creating memorable television commercials for Fevicol. “Stories that always leave you with a smile. So when it came to pre roll ads in the digital space we decided to say it in the same Fevicol voice. Quirky little ads that will leave you with a smile and a message that will remain stuck long after the ads are over. Like all Fevicol advertising, we hope the consumers will enjoy this campaign too and will have as much fun watching it as we had creating it,” he adds.

    Pidilite Industries CMO Vivek Sharma mentions, “Fevicol is known for its innovations in product and marketing, especially it’s entertaining TVCs and activities. Continuing its tradition of innovation and targeting the young digital generation, Fevicol has devised these creative digital interventions with the aim of pleasantly surprising the consumer while giving its message of unbreakable bonds.”

  • Eno asks you to live life non-stop

    Eno asks you to live life non-stop

    MUMBAI: Fun times are incomplete without food. What good is a movie without nachos and popcorn! Can shopping be complete without a plate of chaat?! Would Holi feel the same without gujiyas? While food is an intrinsic part of most fun-filled moments, what happens when the same nibble decides to act as a deterrent.

    Enter Eno with its claim of getting to work in just 6 seconds, Eno has led the fight against unsavoury bouts that can hijack occasions of joy and celebration.

    Conceptualised and executed by Grey group, the latest campaign for Eno brings to life one such moment in the life of four friends. It demonstrates how the sudden onset of acidity can not only disrupt an otherwise fun moment, but has the potential to derail the celebrations that await.

    Grey group India executive creative director Varun Goswami says, “Part of the joy of a train journey is in sampling the many local delicacies that are served at platform food stalls. Often a representation of the local flavour, these rich, surprising, unpredictable culinary samplers are a part of what makes train journeys, charming and memorable.”

    Speaking on the new asset, Grey group India president of North and growth officer of North and West Ketan Desai mentions, “While the film is steeped in culture, and immediately connects with our audience, we have also embarked on a journey to create memorable assets like the Eno ‘O’, extenuating the relief moments with the effervescent bubbles, ensuring memorability and a strong brand asset that we can use across multiple medias and touch points.”