ITV

Category: Ad Campaigns

  • MS Dhoni becomes a drama king in Snickers’ latest ad

    MS Dhoni becomes a drama king in Snickers’ latest ad

    MUMBAI: Mars Wrigley Confectionery, the company behind Snickers bars, known for its quirky, tongue-in-cheek personality has found a partner in the charming and dynamic cricket icon, MS Dhoni. He is the new brand ambassador.

    Since its launch in India, the filled chocolate bar has established itself as a solution to hunger cravings and has developed a strong base of loyal consumers. As the cricketer gets set to join the Snickers family, fans will get a chance to see a side of him that has so far remained undiscovered, that of a Drama King.

    Conceptualised by creative agency RK SWAMY BBDO, the TVC captures a humorous locker room conversation between captain cool and his team. MS Dhoni is seen in a completely new avatar, dressed as a warrior. Channeling his inner king, in full gusto, he calls upon his teammates to take a pledge to beat the opposing team. This uncharacteristic tirade is finally brought to an end when one of the players reasons that hunger makes even captain cool lose his cool and offers him a bar of Snickers to satiate his hunger.

    The new TVC gives a new spin to MS Dhoni’s otherwise calm personality and successfully reiterates that ‘hunger ache achhon ko badal deta’ and India’s favorite cricketer is no exception!

    Talking about the association, Mars Wrigley Confectionery marketing director Yogesh Tewari says, “We are honoured to have MS Dhoni join the Snickers family and with this association, we are beginning the next chapter of our journey in India and strengthening our relevance amongst Indian consumers.”

    Cricketer MS Dhoni adds, “I am extremely excited to be associated with the brand. It breaks away from the monotony and resonates with the quirk in everybody. It has the capability to curate emotions that redefine one’s personality the best. It has always been one of my favourites not only because of its delicious taste, but also because it is a perfect solution to hunger pangs.”

    The campaign that went live on 5 March on television, will be supported by an extensive 360-degree marketing approach including digital, in-store and OOH.

  • Tanishq wants women to celebrate themselves with solitaire

    Tanishq wants women to celebrate themselves with solitaire

    MUMBAI: Celebrating the free spirit of women who are breaking shackles and following their hearts is Tanishq with its latest ad.

    The film, conceptualised and developed by Lowe Lintas, tells the story of one such woman, who despite being a successful CEO decides to change direction in her life.

    We see the woman walking into college, looking uncertain, but still determined. She has her moments of doubt, when she looks at the teenagers around her, but she overcomes them in a jiffy and takes her place among them. She’s all set to learn film making and start a brand new phase of her life.

    Titan Company associate vice president of marketing, jewellery division Deepika Sabharwal Tewari says, “With this film we target progressive, career oriented women who have achieved something in their life by following their heart and doing things which they really want to do. A Tanishq Solitaire is a marker of their success for everything they’ve achieved, and still keep going. More & more women are indulging in buying jewellery because they are financially independent & believe in indulging in themselves.”

    Lowe Lintas executive director Rajesh Ramaswamy adds, “It takes great courage to change the course of your life after a certain point, but we’re noticing a lot of women doing it. After all, ambition has no age, and this film is an ode to every such woman, who’s slowly and steadily turning into the woman she’s always wanted to be.

    Solitaires by Tanishq are available for a starting price of Rs 54,000 at Tanishq stores across the country.

  • Hrithik Roshan portrays Arjun Vajpai’s journey in Mountain Dew ad

    Hrithik Roshan portrays Arjun Vajpai’s journey in Mountain Dew ad

    MUMBAI: As a brand that has always saluted the spirit of pushing ones boundaries to break out of the ordinary and achieve extraordinary success, Mountain Dew from PepsiCo is celebrating the journey of a real life hero, Arjun Vajpai through its new campaign, ‘Risk Takers of India’. 

    Mountain Dew is paying tribute to the young mountain climber through a never-seen-before route in advertising – that of a biopic! Hrithik Roshan, Mountain Dew’s brand ambassador essays the role of Arjun and captures his attempt at climbing Mt Cho Oyu – one of the most difficult summits to conquer.

    Created by JWT India, the biopic resonates strongly with Mountain Dew’s philosophy of pushing boundaries, celebrating courage and showcasing real life heroes. The film brings to fore the spirit of carrying on in the face of challenges and be willing to step out of one’s comfort zone to achieve extraordinary results. 

    Speaking about his experience portraying the mountaineer, Hrithik Roshan says, “Arjun Vajpai is a true inspiration. It is rare that you come across someone who is so passionate about something and that too at such a young age. As Mountain Dew supports this unsung hero of the nation, I am proud to be the one bringing alive his illustrious journey on screen. I salute his courage and wish him luck as he gets set to conquer Mt Kangchenjunga.”

    Echoing her thoughts, PepsiCo India associate director for Mountain Dew Naseeb Puri mentions, “Mountain Dew has always been about celebrating the spirit of ordinary people who push themselves to achieve extraordinary results, making a name for themselves in the process. Arjun is an embodiment of what we as Mountain Dew stand for & it is our privilege to be able to bring his inspiring story to millions of consumers across the country.” 

    JWT India chief creative officer Senthil Kumar adds, “Mountain Dew advertising celebrates the spirit of adventure and encourages ordinary people to make a name for themselves.  This year we are bringing a brand new format in the form of a biopic TVC with the story of Arjun Vajpai. This also reflects popular culture of the recent biopics in Indian cinema. Hrithik Roshan essays the inspiring role of Arjun & the film captures the epic terrain, vulnerability & the determination of the hero as he conquers the mountain within.”

  • PNB Housing Finance’s animated ad campaign a breakaway

    PNB Housing Finance’s animated ad campaign a breakaway

    Banks’ television commercials are known to depict various services in a staid, old-fashioned way, forsaking creativity for efficacy. Animation, however, is changing that.

    The recent ads for PNB housing use the medium of animation to very interestingly explain the home loan services of the Punjab National Bank. The ads created by Mumbai-based 88 Pictures have one thing in common – the use of CGI animals.

    Renowned ad film-maker Shantanu Baagchi approached the studio with an idea to create a high-end CGI project, which doesn’t necessarily look CGI. “We weren’t sure about it but when we looked at the concepts, it appealed to us,” said 88 Pictures founder-CEO Milind Shinde.

    88 Pictures chief creative officer Philippe Gluckman explained, “The project allowed a really interesting characterisation of animals through animation. One of the challenges, and interesting points, was to find the line where the animals express human emotions, but don’t become overly anthropomorphic. It is deliberately not treated in an “over the top” cartoon style, which hopefully makes it more relatable.”

    Animals in the ads are used to express human emotions. “I hope people will appreciate the subtleties of certain expressions and what they mean to convey,” shared Shinde.

    Other than the animation work, the integration into realistic environments, and the many details needed to make the ad convincing, were wonderful to create, he revealed.

    The spots were created by the ad director Baagchi but “given our expertise in working on high end animation content, we like to add our creative flavour to everything which not every director is open for,” Shinde added. “However, we had a great time working on them as the director was very open to ideas, as well as providing many of his own, yet never losing track of the end goal.” The team at the studio worked from storyboard to final output.

    As a first ad project for the studio, was it challenging in any way? “Commercials are like short movies, one has to go through the entire process of storytelling and execution regardless of the duration, and deadlines are always short,” he highlighted. “The joy of working on challenging animation content attracted us towards this project.”

    “It was a first for us but a great experience. We are open to get our hands on anything that requires pushing boundaries and creating beautiful pictures,” he concluded.

  • Gagan Oil promotes water conservation

    Gagan Oil promotes water conservation

    MUMBAI: Food, while not the solution for all of life’s problems, is certainly the solution for some of them. From this very belief stems Gagan Cooking Oil’s core philosophy that every meal should be a celebration. Gagan is a heritage cooking oil brand that predominantly focuses on markets in Northern parts of India. The brand’s tagline ‘Khao Gagan, raho magan’ urges consumers to savour and celebrate all kinds of food with Gagan.

    The digital campaign created by Leo Burnett India urges consumers to celebrate Holi with colour and food, but also by avoiding the use of a scare resource like water. This message with the brand core has been articulated in its typical humorous way.

    Bunge India head of marketing Milind Acharya says, “We Indians, and more so the people of North India, are full of life, celebration and food. Brand Gagan is an integral part of their lives as it carries the same attitude. Festivals are mainly where this attitude comes alive. We see an opportunity to talk to our consumers carrying the same attitude.”

    Throwing light on the campaign, Leo Burnett India executive creative director Vikram Pandey said, “Do’s and don’ts around festivals can be quite a downer. The brand urges people to look at these ‘rules’ positively with the mantra of ‘Khao Gagan, Raho Magan’, and keep their festive spirits high with great food. While for Diwali we positivised the ban on crackers, we took up ‘Save Water’ for Holi. With quirky execution as the brand language, this one delivers a Happy Holi message that’s like no other.”

    Late last year, Gagan Oil had also unveiled a tongue-in-cheek campaign on the occasion of Diwali. The campaign took on the firecracker ban by urging consumers to eat food crackers, instead!

  • Big Bazaar urges people to be free spirited

    Big Bazaar urges people to be free spirited

    MUMBAI: As we celebrated the festival of colours, hypermarket chain Big Bazaar had launched a campaign that gives a glimpse into the spirit of Holi.

    Executed by Prime Focus Technologies, the TVC is part of Big Bazaar’s ongoing campaign – Har Tyohaar Mein Big Bazaar. The campaign depicts how over the years Big Bazaar has played an integral role in making all festivals and occasions even more special for its customers.

    The ad film features a free-spirited young girl, who despite being cautioned by her mother, joins in the colourful festivities of Holi with all her heart and soul. The film’s jingle encapsulates the joys of coming together to celebrate India’s colourful festival with enthusiasm.

    Speaking about the campaign Big Bazaar chief marketing officer Jishnu Sen says, “Festivals are special occasions that bring families and friends together and we are glad to participate with our consumers in their endeavour of making these gatherings beautiful memories to cherish. India is a land which celebrates many cultures and colourful festivals and our campaign is a small reflection of our festivities.”

    Talking about working on the ad film, PFT vice president, creative services Bhaskar Sitholey adds, “Holi is all about coming together as a community and immersing oneself in colours and optimism. The TVC aims to capture the delights of celebrating this festival, with Big Bazaar at the core of all the revelry. It celebrates the spirit of sharing with loved ones in its true sense and infuses beautifully.”

  • KFC gives more in less with Rs 99 burger

    KFC gives more in less with Rs 99 burger

    MUMBAI: Need a quick fix to satisfy your hunger-pangs? KFC India has recently launched the all-new Super Charger, a bigger burger priced at Rs 99. Packed with a flavourful punch, the long burger is the perfect snacking option for chicken lovers to refuel themselves. The brand is now all set to roll out its latest TVC that captures the before and after effects of the Super Charger.

    Commenting on the TV commercial KFC India CMO Lluis Ruiz Ribot says, “Following the ‘more in less’ ideology, we launched our new pocket-friendly ‘Super Charger’ to serve as a quick recharge for consumers. The light-hearted TVC brings alive the punch and flavour of the product and will resonate with our young audiences who are always on a lookout for quick recharge options.”

    Conceptualised by Ogilvy & Mather, the film opens with two girls sitting on a bench watching a cute dog playing. They are calling out to him but without any excitement or energy. The dog is also shown confused at the lack of enthusiasm in their voices. Suddenly a booming voice urges the girls to eat KFC’s Super Charger to recharge themselves. As soon as they take a bite into the crunchy chicken and delicious sauces their energy levels are charged, the next shot shows the girls excitedly playing with the dog.

    Ogilvy & Mather executive creative director Ajay Gahlaut adds, “A bigger burger at a nominal price offering from KFC was news enough. The task hence, was to find a creative way to deliver the good news and ‘Recharge at 99’ as an idea, just fit like a glove. For a refreshing change, we tapped the world of girls and their undying love and excitement for the four legged. The outcome — a relatable, cute-to-watch TVC that speaks for the product and its USP.”

  • Reliance General Insurance decries Holi hooliganism

    Reliance General Insurance decries Holi hooliganism

    MUMBAI: Holi is perhaps India’s most popular international festival. With the onset of spring, India attracts film-makers and photographers from around the world, all of whom are keen on capturing their very own technicolour tales. But hidden amidst the euphoria, is an ugly side that often goes unnoticed – the licence millions of men give themselves to harass, grope and even molest women under the guise of colour.

    As part of a women’s safety initiative, Reliance General Insurance has launched #HoliNotHooliganism. The intent being to focus attention on a largely ignored reality surrounding Holi festivities.

    Campaign website: HoliNotHooliganism

    Ogilvy Mumbai group creative director Burzin Mehta adds, “When students are hurled with sperm-filled balloons and forced to celebrate the world’s most colourful festival indoors, there’s a serious problem. Which is why it is almost inevitable to expose what the festivities camouflage. And we’ve done that by taking generic Holi pictures and stripping the colour off them. What we were left with churned our insides.  But it is the unfortunate truth.

    Reliance General Insurance CEO Rakesh Jain says, “Holi is one of India’s most beautiful festivals because it upholds the spirit of liberation. But for a few it has turned into an excuse to harass women that destroy the beautiful festival with a horrifying experience for women. This campaign is our small contribution to create awareness and is one of the many initiatives we do as a corporate towards women’s safety.”

    #HoliNotHooliganism consists of a social media blitz as well as interactive posters at colleges across Mumbai and Delhi. In the hope that when the country celebrates Holi this year, its women will feel safe enough to get out of their homes and smear each other with colours of joy, not fear.

  • Isobar India makes hotels friendly to differently abled

    Isobar India makes hotels friendly to differently abled

    MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has introduced the Blind Faith Upgrade, a thoughtful and cause-oriented initiative under accessible tourism. A sustainable step towards accessible tourism, it explores the challenges faced by visually impaired travellers and allows the hotel to transform any of its rooms into a visually impaired-friendly room. The launch of the initiative was first introduced at Hotel Ramada, Ajmer. 

    The agency looks at expanding the initiative further to other corners of the tourism industry where accessibility is a major concern across the nation. A successful tourism product requires effective partnerships and cooperation across many sectors at the national, regional and international levels. The impact of accessible tourism thus goes beyond the tourist beneficiaries to the wider society, engraining accessibility into the social and economic values of society.

    Hotel Ramada, Ajmer general manager Manish Gupta mentions,“We are glad we could take up the Blind Faith Upgrade initiative; it fits right into our vision. As a hospitality brand, it’s our objective to deliver accessible tourism to all. This is an important step towards it.”

    In the light of the growing awareness for accessible tourism in India and the alarming ratio 1:250 of differently-abled-friendly hotel rooms to the total number of hotel rooms, Isobar introduced this initiative at Hotel Ramada, Ajmer with the Blind Faith Upgrade Kit. The kit includes Braille labels which can convert any phone into a Braille-enabled phone, reusable tactile paving tiles and Braille literature with audio assist. Available for purchase on theblindfaithupgrade.com, the kit is on an open-source model, inviting all players in the tourism industry to implement the same and spread more awareness for accessible tourism.

    Garnering immensely positive feedback, the video has received more than 1 million views since its launch.

    On the launch of this initiative, Isobar India MD Shamsuddin Jasani says, “We’re all accountable towards building a community in which we wish to live – not just for ourselves, but for generations to come. We at Isobar are trying to focus on overcoming key challenges in our quest for a sustainable community. We are looking at taking this a step towards creating an informed society and urging the other key players across tourism industry to adopt the same across their properties in India. ”

    Speaking about the project, Isobar India executive vice president Gopa Kumar adds, “Accessibility is a key concern for letting the elderly and differently-abled people feel confident that they can travel without facing any problems. We hope this initiative would help spread further awareness about accessible tourism and bring further advancements across larger players within the hospitality space.”
     

  • Bang in the Middle creates campaign to show magazine popularity

    Bang in the Middle creates campaign to show magazine popularity

    MUMBAI: The popular belief is that readership of magazines is declining, and is declining possibly faster than newspapers. The new IRS 2017 numbers indicate a stupendous growth in magazine readership. Magazines almost doubled the total readership from 40 million in IRS 2014 to 78 million in the latest IRS 2017. The growth has come from the urban areas, which added 22 million readers; and also rural India added 17 million readers. That is a whopping 95 per cent growth in the total readership of magazines in India, and this growth is coming only from print and does not take into consideration the online portals. The total readership of newspapers also registered a growth during the same period, of 40 per cent.

    Association of Indian Magazines (AIM) briefed agency Bang in the Middle to create a campaign that puts this 95 per cent growth in sharp focus. The campaign is devised to showcase the dramatic growth in readership.

    For the agency, the creative challenge was large, the campaign could not be descriptive that just informed the readers about growth in readership. The campaign has to make the reader stop and drive the feeling that they knew reading magazine had never gone out of fashion.

    The campaign is designed around the intrigue of number 95 per cent. The six ad campaigns build the growth in readership by making the ads contextual to the reader segments.

    Speaking about the campaign, AIM President R Rajmohan says, “We at the association knew that magazine readership is very robust and when the new numbers were released it only added to our confidence. AIM took this opportunity to build on the habit of reading magazines and drive its relevance to both readers and advertisers.”

    Bang in the Middle managing partner and CCO Prathap Suthan adds, “The brief was sharp and singular. Let the world know that total magazine readership has grown 95 per cent. Big growth. Big number. Big picture. Big story. And all of that came alive in the campaign. We didn’t have to get creative for creative’s sake. The number was dramatic by itself. We just had to make sure the number come through bold. With a small witty statistic to add in some wit, and with a hidden image inside the big 95 per cent that hinted and revealed a hidden consumer story. The execution too worked to make it topical for different magazine genres.”

    Association of Indian Magazines (AIM) is the national magazine association in India and is affiliated to the global industry association, International Federation of the Periodical Press (FIPP). AIM members include all the top magazine publishers of the country.