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Category: Ad Campaigns

  • Yatra promotes travel in evergreen Bollywood style

    Yatra promotes travel in evergreen Bollywood style

    MUMBAI: Online travel portal Yatra has launched its new series of advertisement commercials featuring brand ambassador Ranbir Kapoor.

    The new TVCs present two unique customer friendly features in an entertaining manner using evergreen Bollywood movie songs with tailored lyrics. The ads have been created with a light-hearted and humorous tonality, making them fun to watch. The hummable ads also feature a ‘karaoke’ style format for those who wish to sing along.

    Conceptualised by Ogilvy & Mather, the ad films reflect an exquisite blend of the contemporary world with the vintage charm of Indian cinema. Keeping in mind Yatra’s endeavour to make travel hassle-free, seamless and value adding to travellers, the two films highlight its eCash loyalty program, and its unique feature of protecting customers from a drop in airfare post them making a booking. eCash now not only gets a traveller discounts on future bookings, but is also transferable to friends and family, as well as convertible into shopping vouchers from Yatra’s partners. The ads feature Kapoor grooving to Clinton Cerejo’s beats, who has reworked the evergreen and classic tunes in his own inimitable way. This not only captivates the audiences by getting them to smile and hum along, but also reinforces Yatra’s brand message of being ‘India ka travel planner’.

    Commenting on the new TVC series, Yatra COO (B2C) Sharat Dhall says, “We are focused on innovating in terms of customer features and benefits, and this set of ads highlight two such industry first features–eCash loyalty points and the airfare-drop protection. With these films we are looking to attract new users to our fold, while retaining the connection with our existing customer base. The ads capture the best of Bollywood – entertaining, yet with a key consumer message, and hopefully will strike a chord with the audience.”

    Sharing his experience of working on the TVCs, Kapoor mentions, “Yatra has always managed to surprise me with its innovative ideas of engaging with travellers. I am delighted to also get the opportunity to pay a tribute to the evergreen members of my family via these unforgettably classic songs that are a part of these ads. It is a matter of honour and pride as Yatra’s brand ambassador.”

    Ogilvy & Mather, Kolkata creative head Dhruv Mookerji remarks, “Bollywood has left a lasting impression on the cultural psyche of the nation. And with Ranbir Kapoor as the brand ambassador of Yatra, it seemed a perfect fit to merge the unique positioning of Yatra with the great musical legacy of the Kapoor khandan.”

  • Pepsi celebrates food and friendship in latest campaign

    Pepsi celebrates food and friendship in latest campaign

    MUMBAI: What’s life without a few good friends? What’s friendship without gossip over good food? And what’s good food without a chilled glass of Pepsi?

    Pepsi knows that mixing friendship, food and fun is the perfect recipe. And when you add in a chilled glass of the beverage to the mix, you get an unbeatable combo. With pop-culture at its heart and a finger on the pulse of trends, Pepsi is all set to unleash a new campaign, which pivots on the simple belief that just like life is incomplete without friends, food is incomplete without Pepsi.

    Pepsi reinstates this position in the hearts of consumers in its latest campaign through the idea of ‘Kyun Sookhe Sookhe Hi?’. 

    The campaign celebrates the three musketeers — friendship, food and Pepsi –  in a never seen before way. The unique proposition of the brand spans all consumer touch points including its packaging. College campuses, retail stores, social media, no matter where today’s consumers get together to chill this summer, they will be compelled to answer the question ‘Kyun Sookhe Sookhe Hi’. 

    The 360-degree campaign kicks off with a TVC featuring Pulkit Samrat, Varun Sharma and Manjot Singh, stars of the popular Fukrey movie franchise. The fun film brings alive Pepsi’s cool quotient and its inherent association with food. It shows Pulkit and Manjot, aka Hunny and Lali bidding farewell to Varun, or as he’s better known, Choocha, at a crowded railway station. The fond goodbye is interrupted by a wish to indulge in samosas, which results in a high adrenaline chase sequence. Pulkit dodges myriad obstacles before he successfully boards the train to ensure his best friend enjoys the samosas with a chilled Pepsi.

    The campaign also celebrates Pepsi’s strongest asset, its packaging. The new Pepsi foodicon bottles will feature different interpretations of age-old street food favourites and will stand out on the retail shelves. These foodicons will take over retail shelves and show consumers’ different interpretations of age-old street food favourites. The distinct visuals on each were interpreted in origami and crafted by Spain’s Raya Sader Bujana as well as celebrated design firm Cocktail Art. They created origami versions of foods such as Bombay’s preferred vada pavs, Delhi’s beloved samosas and Chennai’s favoured dosas.  

    Speaking about the campaign, PepsiCo India director marketing for Pepsi Raj Rishi Singh says, “We believe that with the new campaign we will be able to bring Pepsi to the forefront of all fun consumption occasions. The campaign celebrates friends, food and Pepsi in a unique way, by elevating the fun & food occasions. We are confident that our consumers will love the campaign.” 

    The 360-degree campaign will also be supported by massive outdoor and digital surround. There will also be exclusive promotions with partners like KFC, Pizza Hut and Subway. The new PET bottles featuring the different food inspired visuals, will be available to consumers across all modern and traditional outlets across the country.

    J Walter Thompson India chief creative officer Senthil Kumar adds, “Brand Pepsi has always created popular culture and echoed the current youth trends and aims to connect with BFFs everywhere. This summer Pepsi takes a friendly dig at friendship. You can ask your friends for anything and they will go to unreasonable lengths to get it for you. Don’t you feel grateful? Of course not. The real, raw friendship of the Fukrey gang gave us an amazing casting opportunity. The chemistry between these bright, young, goofy characters fit the script like it was written for them.”

    Director of the film, Prasoon Pandey, echoes his thoughts, “I found it to be a really charming script about great friendships. That inexplicable bond includes a myriad of shades all at the same time-like an emotional family member, friends go to receive and see off each other, like true competitors they do not let go of any chance to pull each other’s leg, almost like spouses they begin to expect the earth from each other and like only a true friend would, they are also happily willing to move the earth for each other like it is no big deal.”

  • Flipkart launches digital campaign on new-age #PenguinDad

    Flipkart launches digital campaign on new-age #PenguinDad

    MUMBAI: According to a report from Psychology Today ‘Fathers and Their Impact on Children’s Well-Being’, children who have an involved father right from their birth are more likely to be emotionally secure, confident about exploring their surroundings, and, as they grow older, better social connections.

    Indian society, since centuries, has had stringent gender roles when it comes to parenting – keeping the mother as the nurturer, the caretaker and the time-spender while the father has been the provider and the bread-winner. While patriarchs may simply state the ‘time is money’ adage to develop the rhetoric of “since I make the money, why do I need to give the time?”, this isn’t how a child sees it. What’s also unfortunate is that generations of fathers have subliminally considered it unnecessary, and themselves incapable, of having an involved, intimate everyday relationship with their children.

    It has been proven beyond doubt that an everyday, involved relationship between the father and the child goes a long way in everything – from character building and social connections to emotional resilience for the child. Millions of young, new-born Indian fathers today are making this come alive by supporting their spouses and making that ‘idealistic’ parenting equation a reality. Through this, they are discovering a side to themselves that they never knew existed and ushering a change in the Indian social fabric.

    For such a relationship to flourish, these dads choose to do it all for their children – right from braiding their hair and changing their diapers to singing them lullabies and finding a work-life balance to spend more time with them, every day. And it’s this cause of Progressive Dads that Flipkart has chosen to celebrate in its latest 360-degree brand campaign: #PenguinDad.

    Flipkart vice president of marketing Shoumyan Biswas says, “Indians today are breaking old moulds, challenging stereotypes and breaking limiting beliefs to move forward as a nation. In the last 10 years, we at Flipkart have also been part of the movement to build a progressive India. In this journey, walking alongside progressive moms are today’s dads and our recent campaign is a celebration of these new age #PenguinDads.”

    The male emperor penguin, interestingly, is considered one of the ‘best dads’ in the animal kingdom. The penguin child, actually is one of the few species on earth, that is raised equally by both mother and father, who take turns going into the sea to catch fish so that one is always with the child. Flipkart’s campaign takes a leaf out of the habits to recognise fathers in their own little human world, who’ve kick-started their journey as a #PenguinDad. 

    The campaign, conceptualised by Dentsu Webchutney, was launched with a musical directed by national award-winning director Ashwiny Iyer Tiwari. It is set to be followed up by multiple digital first initiatives to champion the community of ‘Penguin Dads’ even further.

    Dentsu Webchutney senior creative director PG Aditiya adds, “As society evolves and becomes more progressive, dads will play a more crucial role. This, to me, is a film that celebrates those who choose to label themselves as a ‘parent’ before labelling themselves as a ‘dad’ and the power of that change in mindset can change society and nation at large.”

  • Bajaj Almond Drops busts age-old myth about oiling

    Bajaj Almond Drops busts age-old myth about oiling

    MUMBAI: Young women these days avoid the act of oiling their hair due to the hassles associated with it. However, this leads to hair problems in the future.

    To address the topic, Bajaj Almond Drops has launched a new campaign to bust the age-old myth that oiling is a messy affair.

    Titled ‘Load Mat Lo’, the campaign will have a 360-degree approach featuring Parineeti Chopra as the brand ambassador for the product. 

    Commenting on the thought process behind this campaign, Bajaj Corp president S&M Sandeep Verma says, “These days, young women shirk at the idea of oiling their hair. The core reason for this is the sticky and heavy feeling on the head. It feels like there is a ‘load’ on their head. However, with Bajaj Almond Drops hair oil they don’t need to worry about chip-chip and greasy hair.”

    The brand is excited about this campaign with Parineeti because her transformation into a leaner yet stronger physique is a strong testimonial to the same belief. Also, Parineeti’s personality as an energetic, high performance actress resonates truly well with the brand’s values of confidence and superior performance when it comes to hair care.

    Besides traditional media like TV and print, the brand has also engaged with consumers via digital activities and has planned for outdoor advertising in key markets. Bajaj Almond Drops has gained thousands of followers on its social media assets. The brand has conducted various innovative contests along with attractive prizes. Bajaj Almond Drops campaign trended on Twitter with the hashtag #LoadMatLo.

    The campaign generated 12 million impressions and reached more than three million people. It has increased the overall business potential and brand recognition of Bajaj Corp.

  • ICICI Prudential ties up with Konkana Sen for critical illness cover

    ICICI Prudential ties up with Konkana Sen for critical illness cover

    MUMBAI: ICICI Prudential Life Insurance has launched a new multimedia brand campaign to highlight the superiority of its top-selling term plan iProtect Smart.

    The campaign highlights the fact that the product not only offers life cover that secures one’s family but also gives an option to cover oneself from 34 critical illnesses, thus making it an ultimate protection plan.

    The campaign, which comprises a TV commercial as well as digital, cinema, outdoor media and others, will showcase how iProtect Smart, a term life cover plan also offers a living benefit for the policyholder – a 34 critical illness cover which provides the claim amount upfront on detection without any bills or hospitalisation. The policy is targeted at individuals from 25 to 50 years of age. 

    ICICI Prudential Life has partnered with actress Konkona Sen Sharma for the campaign where she will be seen communicating the product superiority and value proposition to help consumers understand why iProtect Smart is the right insurance product for their financial security needs. 

    ICICI Prudential Life Insurance executive director Puneet Nanda says, “iProtect Smart is a unique term plan that strikes the right balance between health and protection in one policy and a life cover for family’s security and also an option to cover oneself against 34 critical illnesses.”

  • Reebok shows that bruises can be good

    Reebok shows that bruises can be good

    MUMBAI: Reaffirming its position of being a tough fitness brand, Reebok India has launched an engaging social experiment on International Women’s Day that makes a compelling statement on societal insights. Being a proud women-first brand, with a rich combat training history, Reebok undertook a powerful experiment – Bruises can be good – that tapped into specific cultural and social conditioning to spark conversations to bring about a legislative change in the country.

    According to the National Family Health Survey (NHFS-4), every third woman in India, since the age of 15, has faced domestic violence of various forms with 27 per cent women experiencing physical violence. Making a strong critique, the campaign unravels existing societal insights on violence and assault. 

    Conducted in Mumbai with select participants across both genders, spanning age groups, the experiment invited them to observe a young woman, marred with bruises. The audience reaction varied from “must be some horrid accident”, “victim of domestic abuse” to “terrible outcome of eve teasing”. In a sudden movement, the bruised girl in the film stands up to perform a martial art move, surprising the audience and undoing their reactions to her bruised body. With a voice over, it is revealed that she is a combat athlete and that her bruises are “good” as they are a proof of her strength that enables her to defeat an opponent in combat. 

    Highlighting that most of us perceive bruises and marks on women to be a result of violence, Reebok has made a petition on Change.org to make self-defense a mandatory part of school and college curricula for female students; Reebok wants to send this to the Ministry of Women and Child Development and is calling out to everyone to sign this petition. Reebok partnered with e-commerce portal Myntra to spread awareness about the cause and the petition that leads it. 
    People can sign up for this petition at: http://www.bruisescanbegood.com/

    Reebok India senior marketing director Silvia Tallon says, “Our idea behind the campaign was to showcase the skewed lens with which our society views bruises and women. The engrained perceptions of bruises being violence inflicted shadows the inner strength of the woman and allows us to undermine them. Since combat training is in our brand gene, Reebok honours these bruises as a mark of physical strength and mental toughness that can face any challenge.”

  • WATConsult & Project Nanhi Kali show a powerless queen in chess

    WATConsult & Project Nanhi Kali show a powerless queen in chess

    MUMBAI: The ‘Queen’ is the most powerful piece in the game of chess, a two-player strategy board game that once originated in India in the 6th century. And yet, those very ‘Queens’ still stand powerless and violated in 21st century India.

    Therefore, in an attempt to shed light on how a society fails when it leaves its ‘Queens’ helpless and feeble, Project Nanhi Kali partnered with WATConsult, the digital and social media agency from Dentsu Aegis Network India, to launch an innovative campaign titled, ‘Powerless Queen’ on Women’s day. 

    To spread awareness about the long neglected cause, a digital version of the chess game has been created wherein, the first player’s ‘Queen’ is designed to be ‘powerless’ and does not move at all while the second player’s ‘Queen’ has all her powers, thus making the first player realise how difficult it is to win a game with the ‘Powerless Queen’. 

    To support the campaign, Tania Sachdev, an Indian chess player who holds The Fédération Internationale des Échecs (FIDE, also known as World Chess Federation) titles of The International Master and The Woman Grandmaster also came on board.

    The campaign has become viral on social media with renounced chess player Vishwanathan Anand and others retweeting about it and taking up the Powerless Queen Challenge.

    WATConsult founder and CEO Rajiv Dingra says, “As an agency, we are very proud of this campaign. Chess is a game of power and we thought of utilising this game to let people realise how in the 6th century we made the queen the most powerful and yet in the 21st century we fail to empower women. It is an absolute challenge to win any battle with a ‘Powerless Queen’ and this campaign illustrates just that on Woman’s Day.”

    Apart from spreading the message, Tania Sachdev is also challenging people to play the digital version of the chess game on the microsite by taking the Powerless Queen Challenge. The microsite enables people to accept the challenge, play the game and donate to Project Nanhi Kali to empower the women of tomorrow.

    Project Nanhi Kali and KC Mahindra Education Trust trustee and executive director Sheetal Mehta adds, “We are happy to partner with WATConsult for this innovative campaign. We support campaigns that give out a message about the importance of ensuring equality for women and it is a win-win situation given our objective is to educate and empower girls.”

  • Maggi turns 35 in India, celebrates with new campaign

    Maggi turns 35 in India, celebrates with new campaign

    MUMBAI: The most iconic food brand in India, Maggi has turned 35 years. 

    Maggi began its journey in 1983, with the launch of Maggi 2-minute noodles. Since then the brand has brought about constant innovation in the food category through a host of launches in a number of categories, such as the taste-enhancer ‘Maggi Masala-ae-Magic’, Maggi Tomato Ketchup and Hot & Sweet, Maggi Vegetable Atta Noodles, and many more.

    Over the years, Maggi has become a much-loved brand across the country. In-sync with the changes in society, Maggi aspires to embody contemporary thinking by recognising the larger impact women have on the society.

    Along these lines, on this Women’s Day, MAGGI has rolled out its new campaign “Kuch Achha Pak Raha Hai” that recognises the changing status of women.

    The ad revolves around a story of a mother and son, wherein the mother encourages her son to let his wife work after marriage. This campaign makes the point, just as recipes are changing, so are relationships.

    Maggi as a brand believes that cooking does not stop in the saucepan. The simple act of cooking does not just make us more curious, creative and empathetic, it also teaches us independence, resourcefulness and awareness. Through “Kuch Achha Pak Raha Hai” MAGGI aims to drive advocacy on this thought, supported through multiple initiatives.

    Nestlé India general manager of foods Maarten Geraets says, “Our consumers are seeking more information on our products than ever before, and this campaign will allow consumers to get the understanding they seek. The style of storytelling is aimed at eliciting interest amongst consumers and inviting them to ask any question.

    Another key initiative as part of this changing Maggi is a campaign where Maggi will be opening up “our kitchen”, branded “From Our Kitchen To Your Kitchen”, where consumers will be invited to learn about Maggi products and how they are made.

    Maggi has partnered with Rocky and Mayur to make a series of digital films as part of this campaign.

  • Pepe Jeans launches India centric ad with Siddharth Malhotra

    Pepe Jeans launches India centric ad with Siddharth Malhotra

    MUMBAI: Ever since it stepped foot on Indian soil, Pepe Jeans has been a popular choice among youngsters looking for denim. Founded in 1973 in London by three Indian brothers (Arun, Nitin and Milan Shah), the brand today has its footprints across the globe.

    India is among the top three countries globally for Pepe in terms of business along with Spain and Germany. When Kavindra Mishra joined Pepe Jeans in 2013 as MD, the company’s net sales stood at a mere Rs 180 crore but with his marketing and strategic expertise, Pepe has grown exponentially and its net sales as of 2017 stood at an astounding Rs 1000 crore.

    Now, Pepe Jeans has signed Bollywood actor Siddharth Malhotra as its first ever Indian brand ambassador. The brand has created an India centric campaign with the actor called, Spring Summer 18 campaign #MadeToCreate. The campaign is all about acting on your passion to create art and bring to life something remarkable that is driven by creative expression.

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    The thought behind launching India’s first campaign for Pepe is in sync with the brand’s gaining popularity among youth and adults. Created by Pepe Jeans’ in-house team in collaboration with the company’s global agency Spring Studios, the campaign idea was planned around eight to nine months ago.

    The brand that traditionally resorts to print/magazine and OOH for its marketing has created three digital movies to connect with gen-Y. Mishra says, “We haven’t done much advertising and marketing so far but that will change with this new campaign.” The brand will be ignoring TV as its core TG is always on digital and hence the brand will double its investment on digital platforms, in-cinema and OOH. Pepe will also conduct mall activations and tie ups with metro stations to advertise the new campaign.

    The denim manufacturer will roll out another campaign in the second half of 2018, with Polish model Hanna Juzon.

    Malhotra joins a star-studded global line-up including Ashton Kutcher, Cristiano Ronaldo, Kate Moss, Sienna Miller and Cara Delevinge, all of whom have modelled for Pepe Jeans over the years.

    Although wearing jeans that cost approximately Rs 2000-4000 can be considered an urban phenomenon, that seems to be changing as with increasing digitisation, people in rural areas don’t mind spending some extra bucks to look ‘fashionable’. Mishra thanks e-commerce as because of the ease in online shopping and digitisation, people in smaller towns now understand fashion equally.

    Mishra plans to open 35-40 stores every year and 2018 will be no less for the brand. He believes that in today’s competitive market, brands need to provide reason for a shopper to shop with them. In the apparel business, the way your store looks is equally important as the store is your marketing base.

    Pepe Jeans India is also entering the innerwear segment. It has formed a 50:50 joint venture (JV) with Kolkata-based hosiery major Dollar Industries for the manufacture and marketing of premium innerwear. Called Pepe Jeans Inner Fashions, the JV entity will make innerwear, lounge wear, gym wear, sleepwear and tracksuits targeting the premium segment.

    The company will launch its first line of autumn-winter collection in July or August 2018.

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  • GoDaddy targets SMEs in latest campaign

    GoDaddy targets SMEs in latest campaign

    MUMBAI: GoDaddy, the world’s largest technology provider dedicated to small, independent ventures, has launched a new national campaign that raises awareness on the benefits for small and medium enterprises (SMEs) to work together with web professionals and resellers to build a powerful online presence.

    The new campaign focuses on accelerating the usage and adoption of GoDaddy’s fast and reliable website hosting solutions and creating awareness on how the right hosting solution can positively impact an online presence. As a part of the campaign, GoDaddy is offering a special promotional pricing on its hosting products for a limited time.

    The campaign includes a new quirky and humorous television commercial that reiterates the key digital needs of SMBs – namely that of putting their business on the internet with reliable hosting and trusted security protection. Using an engaging narrative, it illustrates how ‘GoDaddy web pros’ help SMBs get an effective online presence without any hiccups.

    Commenting on the new initiatives, GoDaddy India vice president and managing director Nikhil Arora says, “Our technology and partner ecosystem can help to enhance SMEs growth and we are committed to working with them to help eliminate barriers that prevent them from getting online. Bringing customers together with our network of GoDaddy web professionals and resellers can help accelerate their digital adoption.”

    GoDaddy’s ecosystem includes India’s best web professionals and resellers who are experts at creating an optimum online presence for SMBs, using the latest GoDaddy products and services. GoDaddy recognises that India is a do-it-for-me market, with small business owners often looking to professionals to help build and manage their websites.

    As a part of this initiative, GoDaddy will conduct a series of offline training and skill building seminars for small businesses that will include web professionals and resellers. The first of these seminars was held at the recent BlogX Event in New Delhi.