ITV

Category: Ad Campaigns

  • Quikr launches ad to promote entry-level hiring

    Quikr launches ad to promote entry-level hiring

    MUMBAI: Mullen Lintas Bangalore has created a series of campaigns for QuikrJobs targeted at entry-level white collar (nurses, sales, BPO) and blue collar jobs (security guards, warehouse executives, receptionist or delivery boys).

    Quikr chief marketing officer Vineet Sehgal says, “With 1 crore + active candidate profiles and over 500 job roles, QuikrJobs is the largest candidate database provided by any job portal in the entry-level and blue collar hiring space in India. We wanted to amplify this message to the businesses that are looking to hire through the year and also bring alive the quirkiness of our brand through this communication.”

    Entry-level recruitment (blue and white collar talent) is a challenge in sectors such as BPO, sales, logistics, fulfilment, etc. There is a high demand because these sectors are currently experiencing high growth and churn especially since the talent pool is limited. Businesses that operate in these sectors are facing the problem of not only hiring the right talent, but also the lack of specialised manpower consultants who can help fulfil their demands.

    Addressing this issue, Mullen Lintas in its latest three film campaign, highlights the ease of hiring workforces in manufacturing, call centre and banking through QuikrJobs. Each film uses an interesting visual device, like cracking your knuckles, having hiccups and sneezing to convey how simple and quick it is to hire talent on the platform. Through this campaign, the platform is positioned as the one window for businesses to spot and recruit the right talent.

    Mullen Lintas national creative director Shriram Iyer adds, “Recruitment simplified was central theme around which we have built the entire campaign. Simple visual actions that convey speed and ease of finding talent makes the films light hearted and memorable.”

  • Peter England aims at being relevant to youth

    Peter England aims at being relevant to youth

    MUMBAI: Peter England is desirous of strengthening its appeal among the newer generation of users while retaining the same core principles on which the legacy of the clothing brand has been built. Its latest campaign marks a big shift in tonality/brand conversation distinct from earlier messaging.

    The new campaign is inspired by the philosophy of young India that life experiences are as important as material wealth.

    It’s no longer about a single minded goal, but a host of exciting things happening at the same time. Increasingly, the youth don’t want to be stereotyped as unidimensional and want to be seen as their multidimensional self

    This campaign includes print ads led by the TVC of a young man at an interview. He faces a panel of three ‘formal’ gentlemen who ask him what is probably the most repeated interview question: “Where do you see yourself five years from now?” The protagonist’s answer is the perfect showcase of this generation’s multidimensional and eclectic thought process. The multitude of experiences, not only showcase the protagonist’s passions in life but also highlight the versatility and range of Peter England’s apparel within those experiences.

    The baseline “Be everything you love” is carefully crafted to sum up the attitude of today’s youth. It also aims to reinforce the idea that whoever you wish to be, Peter England lets you be fashionable while pursuing this goal.

    The campaign has garnered an impressive 352,000+ views on Facebook and a remarkably fast 470,000+ views on YouTube for its innovative breakthrough commercial.

    DDB Mudra group chairman and chief creative officer Sonal Dabral says, “There is a restless creative energy about the youth that makes them want to learn more, explore more. Peter England as a brand has always been a beacon to them, never preaching but always encouraging, guiding them in their journey. In keeping with the many exciting options and choices youth face today the brand’s new campaign encourages the young to try out the opportunities, to evolve, to be creative and yet with some conscience and goodness attached to it. Most importantly it tells the young that the old codes of success are not applicable anymore. Go ahead and succeed on your terms. I’m very excited by this campaign from our teams in DDB Mudra South & East. It’s being loved by our audience and it’s another example of great creative and effective work now being produced by offices across the DDB Mudra Group.”

  • YouTube encourages women to tickle your funny bone

    YouTube encourages women to tickle your funny bone

    MUMBAI: YouTube Space has partnered with WhoHaHa and Elizabeth Banks to celebrate and empower women around the world through comedy through the #FindYourFunny series. With the help of professionally designed sets and assistance from trained production crews provided by the team at YouTube Space, YouTube creators will be invited to create epic female-driven comedy videos over a twelve-week period.

    Designed to foster female comedic talent on YouTube, the production program aims to inspire and support female storytellers, who use comedy as a medium for opportunity and change. Indian mentors Aahana Kumra and Jamie Lever came together for a fun mentorship session with five wonderful female creators – Blush, Slayypoint, Dhwani Bhatt, TheoryandStrings and Heli_Ved, who come together for a fun session. The first leg of the series also saw prominent names including Bollywood writer Disha Rindani, theatre/TV and film actor Namit Das andcinematographer/director Siddharth Vasani bringing in their expertise to help Indian creators ideate, conceptualise and think out-of-the-box.

    Elizabeth Banks says, “At WhoHaha we believe it’s not only important but essential for women to have a platform to be able to share their voices and creativity and that’s why we’re excited to be teaming up with YouTube Space on this initiative that’s providing such a ground-breaking opportunity to creators all over the world.”

    The program has been launched in Los Angeles, New York, Toronto, Rio, Paris, Berlin, London, Tokyo, and Mumbai. As part of the partnership, WhoHaha and Elizabeth Banks will provide creative consultation and mentorship for creators. Select creators from across YouTube spaces will get a chance to work closely with WhoHaHa and Elizabeth Banks to produce their respective YouTube series pilot.

    In 2015, YouTube Space launched its first initiative to spotlight creators who catalyse more female-driven content on YouTube for global audiences to enjoy. This year’s program marks a continuation of these efforts tied to one of the most powerful of genres in entertainment: comedy.

  • TOI celebrates womanhood; #NoConditionsApply

    TOI celebrates womanhood; #NoConditionsApply

    MUMBAI: When we speak of womanhood, what comes to mind is a single state of being; as if it were an undifferentiated gender. However, through the years, society has created labels and tags that exist within this gender. The married and the unmarried, the happily married and the divorced, the straight and the lesbian, the proverbial ‘complete woman’ and the transgender.

    In order to raise awareness about gender equality, Times Of India (TOI) has launched its #NoConditionsApply campaign and has recently launched a short film on inclusive Shindoor Khela. Relating I to Durga Pujo, which is a mega celebration of the homecoming of Shakti (goddess Durga and a symbol of divine femininity) to her maternal home with her sons and daughters, #NoConditionsApply campaign calls for an all-inclusive community celebration.

    Celebrated as a community gathering on the last day of Durga Pujo (Dashami), Shindoor Khela is a tradition that has been celebrated by married women for hundreds of years. TOI brought together married, widowed, transgender, lesbian, single mothers and divorced women to celebrate the day. This film captures the journey of this inclusive celebration – that brings humanity closer and boundaries fade away. The short documentary sheds light on the way in which we can help our own people feel happy and together. It also features women who were a part of the celebrations and showcases their joy to be included.

    Conceptualised by FCB Ulka, the campaign has touched the hearts of millions of people across the globe including the Indian film fraternity celebrities like Bipasha Basu, Tapasee Pannu, Celina Jaitly national award winner Srijit Mukherji among others.

    FCB Ulka chief creative officer Swati Bhattacharya adds, “This movement wasn’t for those who had opted out. It was for those who had been pushed out, it was about erasing a line not drawn by them, but by others. It was about two dots of red with no barrier in between, it was about equality in symbology because after all, that is where it all begins and where it all flows back to. Every progressive, inclusive thought is only as powerful as the ritual it permeates, at least in a country like India where rituals are everything.”

    Times Of India director brand Sanjeev Bhargava says, “It is wonderful to see the #NoConditionsApply campaign receive such a positive and welcoming response from men and women across the country, the campaign has touched over 5 million hearts so far.”

  • Ranveer Singh plays an offbeat mechanic for HP Lubricants

    Ranveer Singh plays an offbeat mechanic for HP Lubricants

    MUMBAI: HP Lubricants has rolled out a tongue-in-cheek and vibrant integrated campaign for its motorcycle engine oil HP Racer. The campaign, featuring popular Bollywood actor Ranveer Singh, emphasises the importance of using the right engine oil for bikes to both, bike owners and mechanics. The new campaign is conceptualised and executed by Leo Burnett India.

    The TVC opens with a young biker riding into a garage and asking the mechanic to refill the engine oil in his bike. To this, the mechanic asks if he wants regular engine oil or HP Racer. The customer reacts indifferently saying he doesn’t care. In comes Ranveer Singh along with other mechanics, rapping the superior benefits of HP Racer.

    HPCL executive director of direct sales Rajnish Mehta says, “In a strategic move to improve visibility and brand recall of our ‘Power Brands’, we believe that Ranveer Singh, as the face of the brand, will help strengthen our association further with biking enthusiasts and mechanics. Engine oil is a low-involvement category, and we are confident that this campaign will see consumers voluntarily opting for the technologically superior HP Racer.”

    Leo Burnett South Asia chief creative officer Rajdeepak Das adds, “Ranveer Singh’s infectious energy and natural connect with all audiences lent themselves seamlessly to the film. His portrayal as a mechanic is sure to strike the right chord with our primary audiences – the mechanic community and youth of the country – predominantly bikers. I’m confident that our customers will remember the catchy rap and Ranveer’s jig in the HP Racer film for some time to come, especially since it is so relatable.”

  • Aditya Birla Capital talks money in new campaign

    Aditya Birla Capital talks money in new campaign

    MUMBAI: Aditya Birla Capital Limited (ABCL) has launched its latest campaign #DearMoney across 51 TV channels, 14 radio stations, several OOH locations, Facebook, YouTube, Instagram and several websites. With this launch, all ABCL businesses inclusive of Aditya Birla Finance Limited, Aditya Birla Sunlife Mutual Fund, Aditya Birla SunLife Insurance and Aditya Birla Health Insurance, have come together as one to serve the end-to-end financial needs of its retail and corporate customers through one brand.

    The campaign highlights the launch of a whole new category — money, and the launch of a whole new way in which financial brands enter and become a part of peoples’ lives through their life’s needs. Given that the complexities surrounding money are unique to every individual, most of us do not like to talk about it, not just with others, but often even with ourselves.

    The objective of the campaign is to provoke people to start a conversation about money and with money. In a unique one-on-one conversation across all channels and mediums, the campaign touches upon the issues the people of India have in relation to their finance and self-realise the need for money in various aspects of their life. It encourages people to actively thinking about it, so that they can take the first step towards financial planning.

    Aditya Birla Capital chief marketing officer Ajay Kakar says, “We are here to enable individuals to protect what they value; to invest so they can live a life they aspire to live; and to finance their dreams, needs and desires. We want to build this into a brand such that whenever a customer thinks of money, they think of us.”

    Directed by Ram Madhvani, the TVC has been created by Taproot Dentsu India with FoxyMoron media handling the digital campaign roll-out and MindShare India being responsible for digital and TV media planning. FITCH India was responsible for the creation of the new visual brand identity for Aditya Birla Capital.

    Taproot Dentsu India chairman and chief creative officer Agnello Dias says, “We needed an open letter from the people of India to a puzzle called money. We focused on taking this conversation out of homes and dining tables to start a collective exchange about all things money. Hopefully the film will encourage each of us to start having real-time conversations with our own #DearMoney in a light-hearted yet insightful way.”

    Mindshare South Asia chief digital officer Vinod Thadani says, “The roll-out across various mediums like mobile, digital, social and native, have been extremely innovative and at a scale aimed to reach out to as many people as we can. With every medium having its own unique conversation, the campaign has been one of the most engaging and interesting that we have worked on yet.”

  • Colgate & BYJU’s partner to educate kids

    Colgate & BYJU’s partner to educate kids

    MUMBAI: Colgate-Palmolive India recently concluded its annual Colgate Scholarship Offer that gives children from across India, a chance to win scholarships up to Rs 1 lac. While Colgate has upped the number of scholarships and the amount with every passing year, the bigger challenge that it took upon itself this year was to give something to every consumer who picked the Colgate Scholarship Offer pack and not just to the lucky few who end up winning a scholarship. In order to do that, Colgate partnered with BYJU’s, India’s leading education app, to give children access to free BYJU’s lessons.

    The partnership enabled thousands of school children to avail Maths and Science lectures curated by experts at BYJU’s, through the Colgate Dental Cream pack. Each pack offered a free one-month video tutorial subscription of BYJU’s, worth Rs 999. For children who could not access the app, the duo created special audio lectures that could be availed by giving a missed call on the number provided on the pack, and also mentioned in the TVC.

    Participation in the scholarship offer did not require consumers to buy the Colgate Dental Cream pack. The 2017 edition of Colgate Scholarship Offer received more than 49 lac entries from across the country.

    In order to inspire many more children and their parents to avail this unique offer, Colgate felt the need to show them the stories of real scholarship winners from their own regions – and how they benefitted from this program. The thought led to the decision of choosing to film individual stories of real winners in their real homes, instead of shooting a standard, scripted TVC in a studio with actors.

    After spending/shooting for a couple of days with each of the winners, across different geographies, the team came back with massive amounts of footage which was ultimately edited into short TVCs, and finally the top five stories were put on air. To make the TVC more impactful only the local winner’s story (TVC) was aired in that particular region.

    Colgate-Palmolive (India) director marketing Eric Jumbert says, “The campaign revolved around the real winners from previous years’ Scholarship Offer winners telling their real stories, which made the proposition all the more compelling.”

    Red Fuse Communications creative director Sanjay Sipahimalani adds, “We’ve seen kids across the country realise their potential and live their dreams. It has been humbling to see this change, and no advertising campaign could have been better than presenting the stories of these children to the world. Thus, our testimonial campaign was shot in a raw, candid manner. Our teams went to their houses, and spoke to them. What you see on television is their life, and their narrative.”

  • Max2 creates campaign to rediscover your cherished bonds

    Max2 creates campaign to rediscover your cherished bonds

    MUMBAI: Sony Max 2 wants to break the clutter with its latest TV campaign titled ‘Kuch filmon ka jadu kabhi kam nahi hota’ (some movies never lose their magic touch). DDB Mudra is the agency that has lent its talent to three-year-old baby from Sony Pictures Network India.

    The TVC focuses on the captivating richness and quality of Hindi movies that never fail to add meaning to our lives. The channel’s objective through this campaign is to continue its brand differentiation and to create a bigger impact to reach out to more viewers.

    Sony Max and Max2 senior VP marketing and communications Vaishali Sharma says, “We have grown a lot in the last three years but wanted to continue brand differentiation. Reaching out to more viewers was another goal.” This was achieved by creating a campaign with tremendous recall value so that viewers can emotionally connect and recollect.

    Mudra was tasked with being creative and yet stick to the channel positioning. Sharma says that all previous campaigns have also stayed true to the brand essence of being an evergreen cinema channel. “We show cinema which is gratifying and will compel you to return. Max2 helps you relive special moments. The brief given to DDB Mudra was that there are some bonds you cherish in life and Max2 helps rediscover them,” she adds.

    Within 3 months, the duo explored several stories and facets and finally hit the bull’s eye. The TVC will be promoted via the movie cluster and other channels like India TV, ABP News, Hindi channels, regional Marathi channels and Gujarati channels among others. Sharma claims that the channel has been a leader for 26 out of 30 weeks from this financial year.

    Through the year, the channel conducts on-ground activities in different states in which it engages with families and help them express through their cinemas. This apart, Sony Max 2 is digitally active as well and has held two seasons of timeless digital awards.

    The channel does a thorough analysis of an area before it considers investing there through marketing. “We look at the growth potential in a particular market and how we can increase our footprint. Depending on areas where we can expand our reach, we undertake marketing activities,” she says.

    Campaigns and advertisements like these are the channel’s way to stay relevant in the minds of the public. This is why ads need to be memorable, distinct and relatable to viewers. Will Max2’s magic be as charming as its campaign claims its movies to be?

     

  • Bandhan Bank inspires consumers to dream big

    Bandhan Bank inspires consumers to dream big

    MUMBAI: Bandhan Bank has launched two campaigns to strengthen its home and business loan segments. The TV ads succinctly intend to encourage consumers to follow their dreams and take a step towards improving their lives.

    The film on business loans conveys the idea that Bandhan Bank doesn’t just provide a loan, it also invests in the customer’s dream and helps it come to life. It charts the story of a woman looking for a saree in a boutique. It turns out that the woman is a Bandhan Bank employee who had sanctioned the loan for the owner to set up the boutique.

    The TVC on home loans takes us through the daily trials of people living in rented apartments. It brings to life the compromises they make to comply with the rules laid down by their landlords. The film encourages people to live life on their own terms.

    Bandhan bank MD and CEO Chandra Shekhar Ghosh said, “There are many people who have their own inhibitions when it comes to approaching a bank for a loan. They feel that their financial background makes them ineligible. At Bandhan, we believe in people’s potential, we see what they can achieve tomorrow.”

    Ogilvy Kolkata managing director of creative Sujoy Roy adds, “We set out to tell real stories – narratives that resonate with the people we wanted to talk to, things that they feel and experience. It was important for the viewers to relate to the characters and their performance. We wanted to assuage the fears that prospective borrowers may have, and push them closer to their dreams.”

  • Reliance General Insurance features dogs in latest campaign

    Reliance General Insurance features dogs in latest campaign

    MUMBAI: In a significantly refreshing shift for the genre, Ogilvy Mumbai has created a series of digital ads featuring only dogs, for Reliance General Insurance. To be run on YouTube, the three videos delightfully highlight features like flat-tyre assistance, free towing facilities and emergency fuel assistance.

    From a handsome labrador who runs out of breath (fuel assistance) and an animated beagle who bursts his favourite ball (flat tyre), to a hopelessly-in-love cocker spaniel whose efforts to woo a poodle come unstuck (towing assistance), the films memorably drive home the message.

    Ogilvy Mumbai group creative director Burzin Mehta says, “Breaking the clutter in a rather uni-dimensional category like insurance has never been easy. More so, when you’re targeting young digital natives. The thought of a having an all-canine cast was inspired by the amazing popularity of cute animal videos on the internet. And for the first time we picked the cast before we penned the scripts. Gauging by the response, that may not be such a bad idea.”