ITV

Category: Ad Campaigns

  • Pidilite celebrates ‘Khushiyon ke chand pal’ in new TVCs

    Pidilite celebrates ‘Khushiyon ke chand pal’ in new TVCs

    MUMBAI: Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal,’ which depicts a woman being unexpectedly appreciated by her loved ones for repairing different things in the house.

    The campaign, conceived by Ogilvy & Mather, through a series of films with Fevikwik sense of humour, highlights the versatility of Fevikwik in fixing anything, from toys to ‘jhumka’ to a ‘mandir ki ghanti’. It talks about how Fevikwik cannot only fix broken objects but also cement the bonds between husband-wife, mother–son, mother-in-law and daughter-in-law.

    The film opens with a kid sitting at a dining table eating food. ‘Mummy, karela aur dena,’ (may I have some more bitter groud?) he suddenly says to his mother. His request for more bitter gourd surprises his mother. A voiceover is heard in the background echoes her thought that something like this doesn’t occur every day. A flashback shows that the mother had fixed the kid’s favorite toy car using Fevikwik leading to the changed behaviour.

    The film opens with a woman running on the treadmill. Her mother-in-law walks up to her with a glass of juice in her hand, not something she usually does. The reason is that she fixed a broken bill with Fevikwik.

    Pidilite Industries chief marketing officer Vivek Sharma says, “A woman is at the heart of every family. But very often she goes unappreciated for little things she does around the household, including repairing broken things at home that are favourite to family members. The new TVC campaign, in its own humorous way, appreciates this role that she plays by bringing back things to life through repairs and creating little moments of joy.”

  • Saregama makes digital audio players cool again

    Saregama makes digital audio players cool again

    MUMBAI: There is nothing that moves India like music and when it comes to music, who would disagree that songs from the 50s, 60s, 70s, and even the 80s have touched India like few other things have. Several generations have grown up on singers like Rafi, Lata, Mukesh, Kishore, Sahir, Majrooh, RD, and they became such a part of our lives that they are referred to by their first names. And yet, today, we struggle to get access to their songs. The 40+ Indian living in smaller towns today is not very comfortable with the contemporary music media – be it smartphones, memory sticks, or download options.

    Saregama has launched its first ever digital and TV film for its hot new product – a portable digital audio player with in-built stereo speakers and 5000 evergreen Hindi songs inside called Saregama Carvaan.

    Saregama wanted to capture and portray the depth of emotions and the role that music, and by its extension Carvaan can play in people’s lives. Ad agency The Womb wanted to stay away from the casual, the flippant, or the superficially happy-clappy world of gifting advertising.

    The film showcases the couple as they move through life and how a song is an integral part of their relationship. It is the husband’s stress buster, it is his solace, his happiness and joy. It is also his ‘lori’! Until one day, the wife passes away and the song ceases to exist. The son has observed the song, its role in the relationship of his parents and how troubled is his father. He brings along Carvaan as a gift which may never replace the mother but most surely can bring the song and associated memories back to life.

  • Milestone Dentsu charges up new Panasonic TVC

    Milestone Dentsu charges up new Panasonic TVC

    MUMBAI: After a long hiatus from TV screens, Panasonic has returned with a commercial for alkaline batteries. Developed by Dentsu Aegis Network’s Milestone Dentsu, the creative partner of Panasonic India, it highlights Panasonic batteries’ superior power over normal zinc ones. It stars Olympic silver medalist badminton player PV Sindhu, the brand ambassador.

    Panasonic India head of brand and marketing communications Sarthak Seth says, “Batteries have always been our strength and one of the faster selling brands under the Panasonic umbrella. The latest range of alkaline batteries holds great potential in changing the life of the modern consumer. Since it’s all about energy, we couldn’t think of anyone better than PV Sindhu to communicate the brand promise. Our new campaign has got a futuristic touch to it and effectively communicates the essence of the product in an energetic, yet lucid way.”

    The TVC opens with PV Sindhu getting equipped with a robotic arm powered by normal zinc-carbon battery. In the next scene, we see her playing against an android robot that holds the power of 15 batteries. A power-packed game follows, that is interrupted by Sindhu falling down on the court, and the drained batteries popping out of her arm.

    The second sequence shows her coach tossing a pair of Panasonic alkaline batteries towards a wasted Sindhu. She puts the batteries in her arm’s socket to recharge herself. A quick animation of the battery technology appears on screen, followed by another round of badminton power play. The film ends with Sindhu hitting a winning smash to make the shuttlecock fly and hit the robot, releasing the power of 15 zinc batteries, and it drops down dead.

  • Emerald Media leads $65 mn funding round in aCommerce

    Emerald Media leads $65 mn funding round in aCommerce

    MUMBAI: Southeast Asia’s leading e-commerce brand aCommerce Co has announced that it has closed a $65 million Series B funding round. It is an enabler and e-distributor in four markets for over 260 brand clients such as Samsung, Unilever, Nestlé, L’Oréal, Philips and Mars.

    The newest funding round is led by Emerald Media, a pan-Asian platform established by global investment firm KKR to fund growth investment opportunities across Asia. Other participants include existing backers Blue Sky, MDI Ventures and DKSH, with North Ridge Partners advising.

    “At the beginning of the region’s adoption of online, it was enough to simply have a website,” says aCommerce co-founder and group CEO Paul Srivorakul. “Fast forward a few years later and brands are realising that in order to stay ahead of the retail game, they need to be omnipresent and data hungry to fully control all pricing and consumer touch points. Customers want to reach their favourite brands at any time through any platform. Clients leverage our e-commerce expertise, data-driven approach and local footprint to effectively distribute their products to become business-to-all,” he adds.

    The investment will be channelled into further augmenting the company’s brand-centric tech platform that allows clients to ‘plug in’ and distribute through an integrated network of business-to-consumer (B2C). The investment will be further channelled into scaling strategic partnerships within the retail ecosystem in current markets – Singapore, Indonesia, Thailand and the Philippines while enabling client expansion into new markets like Malaysia and Vietnam.

    Given the rapid growth of the B2C market and retail industry in Association of Southeast Asian Nations, more brands are looking to launch on multiple channels to reach new audiences such as B2B that include speciality retailers, resellers, business-to-governments (B2G), and business-to-corporate employees (B2E).

    “Our platform covers the entire customer journey online, from product sample distribution, collecting customer data to driving and attributing purchases across channels like the brand’s own webstore and the region’s top marketplaces,” adds Paul. “Having a strong partner like KKR and Emerald Media with their years of investment experience in the region will provide capital and critical connections in content and demand generation across Southeast Asia, which we see a great deal of convergence in. We can provide our clients an even better level of transparency and accountability hard to find elsewhere.”

    The region’s residents are moving to online shopping at an increasingly exponential pace, expected to grow 32 per cent year-on-year for the next 10 years according to research by Google and Temasek. The surge in online activities has caused giants such as JD.com, Amazon and Alibaba to expand their presence in Southeast Asia’s retail market.

    “What gives us confidence in aCommerce is the company’s highly brand-centric technology platform that enables clients to simply plug in and use all operating systems, channel distribution methods and demand generation applications across the region,” says Emerald Media managing director and co-founder Paul Aiello. “This provides new entrants with a quick way to roll out multi-channel operations in these exciting markets without building large local operations.”

    In 2017 alone, brands such as Mars, Nestlé, and Unilever, have all established a stronger official e-commerce presence with aCommerce across the region in addition to selling through existing offline channels.

    “In four short years, aCommerce has established itself as a leader in Southeast Asia working with the world’s top brands. We look forward to accelerating the expansion of the business as a key player in moving Southeast Asia’s retail ecosystem forward,” concludes Emerald Media managing director and co-founder Rajesh Kamat.

  • Star Plus says #DontKillIdeas in first Ted Talks India campaign

    Star Plus says #DontKillIdeas in first Ted Talks India campaign

    MUMBAI: Star Plus and the global digital platform for ideas, TED, have come together to India to create a collaboration never seen before on television.

    A limited edition series, Ted Talks India Nayi Soch, will launch on 10 December 2017. Airing all week long, the series aims to inspire the nation to embrace and celebrate ideas

    Social conditioning, rote learning and risk aversion are the culprits that prevent us from letting our ideas come to life and are hurdles to realising our vision to be an innovation powerhouse.

    This cultural insight is at the heart of the campaign of Ted Talks India Nayi Soch as the first look went live on 18 November 2017.

    Two films Gudiya and Bobby Ka Idea focus on how ideas that could have potentially provided a way out of the drudgery of life are systematically discouraged and killed. #DontKillIdeas is the central theme on which the first look of the marketing campaign is based.

    Star India consumer strategy and innovation president Gayatri Yadav said, “It’s an important and pertinent message from the brand that encourages new thinking (Nayi Soch), about how a seemingly ordinary idea comes with the immense power to transform lives.”

    Star Plus business head Narayan Sundararaman mentioned, “Ideas are often dismissed as figments of people’s imagination. Yet, every great achievement, discovery or invention starts with an idea. It’s time we put a premium on ideas. All of us at some point in time or the other have been victims of our ideas being killed or have been responsible for killing ideas. These simple slices of life films bring out this point vividly and with a disarming charm. The films have been conceptualised by the creative agency Leo Burnett India and directed by Nitesh Tiwari of Dangal fame”.

    At the show’s unveiling some months ago, Star India CEO Uday Shankar said that TV should also offer content that feeds the human passion for knowledge, stokes curiosity and inspires people. Nayi Soch is produced by Freemantle India with Shah Rukh Khan as host. This is the first time TED has moved out of the English language.

    There will be a mix of speakers, thinkers and doers from India who questioned norms and brought forth ideas that have the potential to inspire many.

     

     

  • BankBazaar uses music to make you #GoPaperless

    BankBazaar uses music to make you #GoPaperless

    MUMBAI: Online financial marketplace, BankBazaar, has launched a #GoPaperless music video to encourage digital adoption for finance-related queries. Ditching the staid old set-up, the music video gives personal finance a fun twist and explains the advantages of paperless banking in an unexpected new format.

    Finance, despite its seriousness, is thought to be boring and dry. Its complex nature and lack of adequate information have kept people aloof. Today, paperwork is giving way to digital even as seamlessness and convenience are the new buzz words.

    BankBazaar is offering a paperless e-KYC platform for instant loan approval. With digital documentation, sanction time can be as low as one business day. The new digital campaign elaborates how these changes can make the life of the customer simpler and give them faster results.

    BankBazaar brand marketing head Prince Thomas says, “BankBazaar has always tried to bring about a change in the way people think about finance. This time, BankBazaar attempts to break the norm of finance as a boring topic and talk about all the benefits of paperless finance through an exciting music video. Today, as the world moves on from long, tedious, paper-based processes to instant and paperless processes, it is essential that customers understand what this means and how to leverage it best. We are trying to do this in a way that makes imparting this information as well as receiving it fun.”

  • Lilly Singh & Priyanka Chopra promote Pantene hair oil replacement

    Lilly Singh & Priyanka Chopra promote Pantene hair oil replacement

    MUMBAI: The memory of our mothers chasing us to apply oil in our hair while we bounce around to escape it is a memory almost every Indian woman remembers. To solve this, Pantene has roped in YouTuber Lilly Singh and Priyanka Chopra.

    To address the oiling issue, Pantene has launched a replacement for oil. With the power of nourishing oils and pro-vitamins, Pantene claims the new Oil Replacement makes hair 2X stronger than oil and oh-so smooth without the hassles associated with oiling. The product can be used on both damp and dry hair.

    Priyanka Chopra explains, “Since childhood, Indian girls have been told to oil our hair to make it thicker, stronger and healthier. I do, but oiling has a lot of hassles! For me, the biggest turn off was definitely the ‘chip-chip’ (sticky) feeling.”

    Priyanka TVC:

    Pantene India ambassador, Lilly Singh says, “I was sceptical. I have long hair and have always heard everyone in my family talk about how important oiling is. Oiling my long hair was such a nightmare! Getting into old clothes, massaging it in for hours and then spend even more time rinsing it off! Priyanka recommended it to me and I tried the new Pantene Oil Replacement. I absolutely love this product! It has completely eliminated the long hours I would take to oil my hair. It takes me just three minutes to apply it to my hair.

    Lilly Singh TVC:

  • Savlon uses ‘ID Guard’ to promote hand hygiene among kids

    Savlon uses ‘ID Guard’ to promote hand hygiene among kids

    MUMBAI: ITC’s Savlon Swasth India has strengthened its commitment to address the widespread issue of hand hygiene by introducing the unique Savlon ID Guard today. The innovation offers a simple solution to hand hygiene for school children. An ID card is an integral part of a school kid’s daily routine. This has been imaginatively redesigned with a multi-use handwash sachet, thereby introducing the unique Savlon ID Guard.

    In line with its proposition of healthier kids, stronger India, Savlon Swasth India Mission was launched last year on Children’s day with the Healthy Hands Chalk Sticks. This year the mission expands its objective of encouraging behavioural change towards washing hands amongst children through various engaging and entertaining educational initiatives in schools. With the invention of the Savlon ID Guard, designed with the unique multi-use Savlon handwash sachet, Savlon Swasth India Mission takes a step forward to become an enabler.

    The simple yet effective idea stems from the fact that access to handwash or cleansers like soap is often limited. The inconvenience of carrying a soap or a handwash bottle adds to this limitation especially for children in the primary schools in India. Parents find it very difficult to ensure that children are following proper hand hygiene practices in school too. Savlon ID Guard with the innovative multi-use handwash sachet not only enhances convenience and comfort for parents but also is an effective way to induce children into the habit of washing hands with soap. Savlon ID Guards with 3 refill sachets are designed to take care of hand hygiene for more than a month for all children. The initiative has been piloted in 32 schools and will be rolled out in 1000 schools over the next six months.

    Savlon India chief executive of personal care products business Sameer Satpathy says, “Cleaning hands with cleansers like a soap or a handwash needs to become a routine behavioural practice amongst children. Access to a cleanser out of home, at times, is a challenge and could impede efforts to encourage behavioural change. Savlon ID Guard harnesses the power of design-thinking to encourage and enable hand hygiene.”

  • Ritu Kumar signs Nimrat Kaur for debut ad

    Ritu Kumar signs Nimrat Kaur for debut ad

    MUMBAI: Designer brand Ritu Kumar has launched its debut TVC featuring the brand’s Festive Winter 2017 collection.

    Nimrat Kaur, critically acclaimed Bollywood actress is the face of the campaign.

    Creative Direction: Amrish Kumar

    Conceptualised by Amrish Kumar, CEO of Ritu Kumar, the TVC celebrates the contemporary Indian woman and stresses upon innate values of truthfulness, strength, integrity and honesty. Photographer Bikramjit Bose and videographer Christina MacGillivray shot the campaign featuring videos and stills of an ethereal Kaur in Mumbai.

    Amrish Kumar says, “Our first ever television commercial aims at reaching out to a larger audience. We are seeing a rising level of sophistication in today’s consumer and we are looking to expose the Ritu Kumar brand to them. 2018 marks the 50th year for the company and the TVC is a apt way to announce this event. The TVC features Nimrat Kaur, who with her individual achievements and global appeal was a natural choice to represent the collection and our brand.”

    The TVC has received over 1 million views so far on digital platforms like YouTube and Facebook.

  • Paisabazaar adds Tamil to its new campaign

    Paisabazaar adds Tamil to its new campaign

    MUMBAI: Paisabazaar.com, a marketplace for loans and cards, has launched a new TV campaign on its free credit score feature. Along with three new commercials in Hindi, Paisabazaar.com has also launched its first regional campaign in Tamil. The regional campaign features popular actor Arjun Chidambaram, talking about the relevance of checking credit score.

    Paisabazaar.com CEO and co-founder Naveen Kukreja says, “While in the last one year, we have run nation-wide campaigns through TV and digital, we now have also begun focusing on specific geographies for a better and deeper impact. We have started this strategic campaign from Tamil Nadu, one of our biggest markets and are already seeing great results. Arjun Chidambaram is an extremely popular actor among the youth and one of the future stars of Tamil cinema. We hope that making him the face of our free credit score campaign in Tamil Nadu will help us reach out to the millennial population in the state and help them get more credit-savvy.”

    Paisabazaar.com offers a credit report along with monthly updates at no cost. The free credit score feature on Paisabazaar.com, built in partnership with Experian Credit Information Company, is easy, instant and completely online.

    Paisabazaar.com chief product officer Radhika Binani adds, “We are running India’s biggest credit awareness programme, which is not only enabling customers to choose the right credit products and lenders, but also helping them improve their credit score for better credit offerings in the future. With our regular campaigns on TV, we hope to spread the free credit score message further and wider.”

    This is Paisabazaar’s second big TV campaign on their free credit score feature in less than six months. The national campaign is already on air on Star Sports HD, Star Sports SD, Sony Max, Aaj Tak, NDTV India, etc. The Tamil commercial is being aired on Tamil channels like Sun TV, KTV, Jaya Plus, News18 Tamil Nadu and others.