ITV

Category: Ad Campaigns

  • Varun & Alia become Romeo & Juliet to teach you cleanliness

    Varun & Alia become Romeo & Juliet to teach you cleanliness

    MUMBAI: Did you ever think that the epic Romeo and Juliet could make a case of ‘keep your city clean’ initiative? That’s just that Adar Poonawalla’s Clean City advertisement has attempted with Bollywood actors Varun Dhawan and Alia Bhatt.

    Created by Dharma 2.0, the TVCs highlight the importance of keeping your city clean and urges people to take smaller steps to do their bit for their city. The two adverts, titled ‘Romeo & Juliet’ and ‘Astronaut’ reinforce the core message of keeping a city clean by taking essential steps like throwing waste in the bin.

    In the first ad, Juliet waits in her balcony to be proposed by Romeo. However, during their conversation, Juliet happens to throw a juice box outside. This disturbs our hero, who retracts the proposal and leaves her. He picks the box and throws it in the garbage bin showing how necessary it is to properly dispose waste and keep the surroundings clean.

    The second advertisement features two astronauts, a woman and a man, who descend from a spaceship on the moon. The two crack a few jokes during which, the man unwraps a chocolate bar and mindlessly throws the wrapper which floats owing to lack of gravity. Here, the woman gets irked and tells him to not throw garbage on the moon, before leaving him behind and shutting him out of the spaceship. The TVC ends with her asking the audience to keep their city clean.

    The quirky themes employed for the adverts are humorous and urge people to take necessary actions, in a light-hearted manner.

    Dharma 2.0 head Punit Malhotra said, “The importance of a greener and cleaner environment needs to be reinforced and the two TVCs intend to do just that. The campaign draws strong humorous elements and features the two youth icons, Alia and Varun to establish a strong connect with the millennials.”

    Serum Institute of India owner and CEO Adar Poonawalla added, “The Clean City initiative works tirelessly to encourage people to take smaller steps that go a long way in keeping a city clean. The initiative brings together the people in the city because it is only through their active participation that positive change can be brought about. It also tackles the task of cleaning 800kms of Pune streets on a daily basis. It is imperative to get the word out and urge other cities across the country to join in the movement. The campaign created by Dharma 2.0 is engaging and entertaining.”

  • Vijay Sales’ TVC attacks pain points of online shopping

    Vijay Sales’ TVC attacks pain points of online shopping

    MUMBAI: Offline retail store, Vijay Sales has launched new commercials pouncing on the inherent weaknesses of the internet. Retailers have started favouring an omni channel approach to sell goods especially in the case of consumer electronics and fashion, which are now being copied by e-tailers, who sell retail goods on the internet.

    IBEF, in one of its report clearly stated, “Total monthly online shoppers stagnant at 15-17 million (1.5-1.7 crore) since the past six months”. This age group of 20-40 year olds were using online mediums to mainly shop for fashion and appliances.

    Network Advertising has created three TVCs to bring alive the consumer frustration with e-commerce purchases when it comes to consumer durables. The campaign highlights the advantages of real world people who can provide real answers to them. The narrative of the commercials is a never-before attempt to seize the conversation away from the e-commerce companies.

    TVC LINKS:

    Air Conditioner: https://www.youtube.com/watch?v=g4ocH8lkKOY

    Smart Tv: https://www.youtube.com/watch?v=-_WHA3SPGXo

    Washing Machine: https://www.youtube.com/watch?v=j9kAcfOD9RA

    Vijay Sales managing partner Nilesh Gupta said, “While the attention of media was on the e-commerce festivals of deep discounts, we have seen our service being reinforced by customer belief in terms of them returning in large and growing numbers to Vijay Sales, despite all the noise around e-commerce offerings. So, we wanted to bring to the fore the consumer pain points with the internet world which they tell us every time they come to our stores.”

    Network Advertising managing director Vinod Nair said, “It’s amazing that once you see the ads, every average consumer will realise what he has been missing. And it is our close connect with the category and the client that helped us arrive at this insight. I promise that each one who watches the ads will have personal anecdotes to add to the three stories we have projected in our campaign.”

  • Mankind Pharma signs Amitabh Bachchan as first brand ambassador

    Mankind Pharma signs Amitabh Bachchan as first brand ambassador

    MUMBAI: Mankind Pharma has signed its first ever brand ambassador in Amitabh Bachchan as Through this partnership, Mankind Pharma will emphasise the importance of good health and affordable treatment for all.

    A TVC featuring Bachchan, conceptualised by ADK Fortune, packs Mankind’s commitment towards a healthier and happier world.

    Mankind Pharma CEO Rajeev Juneja said, “We believe this association will further add confidence to the brand and strengthen the Mankind brand image among consumers. We welcome Mr. Bachchan to the Mankind family. ”

    Actor Amitabh Bachchan said, “It has been an absolute pleasure to be a part of the Mankind family and I am delighted to be associated with the brand known in the country for its work of serving life.”

  • Fortune Oils breaks stereotype; gets male brand ambassador in Akshay Kumar

    Fortune Oils breaks stereotype; gets male brand ambassador in Akshay Kumar

    MUMBAI: Fortune Oils has rolled out its latest campaign, but this time with a male brand ambassador. As quirky it may sound for an oil brand to have a male endorsing the brand, Fortune Oils’ latest campaign unveils its brand ambassador Akshay Kumar. Taking forward the brand’s message, Fortune Oils’ latest TVC shows Akshay spending time with army jawans at a camp – drawing on his association and support for the Indian Army.

    On interacting with the jawans, Akshay realises that one of the things they miss is home-cooked food. Overwhelmed and humbled by the soldiers’ sacrifice and commitment to keeping the nation safe, Akshay expresses his wish to cook for them. A different side of Akshay comes alive, something not seen before – his pre Bollywood avatar, Rajiv Bhatia. Akshay then proceeds to cook a delicious, just-like-home meal, including the army men’s favourites.

    Conceived and executed by Ogilvy South, this film celebrates the idea of home cooked food and the emotional attachment we all have with it in a fresh and interesting story.

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “The film continues on the theme of ‘ghar ka khana’ but this time we use jawans as they are the ones who miss ghar ka khana for long extended periods away from home.”

    Adani Wilmar COO Angshu Mallick added, “Fortune Oils’ communications have always been about connecting with our consumers on an emotional level. So when we were considering a brand ambassador, who better than Akshay Kumar. He is popular, likeable and relatable with people across different ages. Known to be a hardworking and conscientious person, Akshay epitomises all the values that Fortune stands for and is the perfect representative for our brand.

    Ogilvy South CCO Azazul Haque points out, “The idea of choosing Akshay Kumar as a brand ambassador came from the client and we loved it. A cooking oil brand choosing a male brand ambassador was a bold and progressive decision. Also Akshay has good credibility as a food expert because of his affiliation with world famous cookery shows and his own past with the food industry.”

  • The creative storytelling in tourism ads

    The creative storytelling in tourism ads

    MUMBAI: Tourism ads have had the same ingredients for years: panning through scenic views, mountains, palaces, forts, rivers and people dressed in traditional state outfits. Once in a while you throw in a celebrity.

    These ads centre around a story about the state they represent. Vivid images of the landscape coupled with the right storyline and music can transport you into a place you may have never thought of visiting.

    The World Travel & Tourism Council calculated that tourism generated Rs 14.02 lakh crore or 9.6 per cent of the nation’s GDP in 2016 and the sector is predicted to grow at an annual rate of 6.8 per cent to Rs 28.49 lakh crore by 2027. About 88.90 lakh foreign tourists arrived in India in 2016 as compared to 80.27 lakh in 2015, recording a growth of 10.7 per cent. Domestic tourist visits to all states and Union Territories numbered 1,036.35 million in 2012, an increase of 16.5 per cent from 2011.

    Before the year 2002, the government’s efforts to promote tourism did not create much impact. Then The Ministry of Tourism decidedto put in a concrete effort to promote tourism with its iconic ‘Incredible !ndia’ logo in all communications, along with signing Amitabh Bachchan as the brand ambassador for Gujarat tourism. Since then, every year, Indian states release tourism ads to attract travellers.

    We’ve rounded up some of the most beautiful and iconic state tourism ad campaigns that incorporate creativity, alluring storytelling and show true essence of the state.

    Gujarat:

    Gujarat tourism has been synonymous with Amitabh Bachchan for over a decade now. The vibrant Gujarat theme has been well received and had led to a 30 per cent increase in tourist arrival in the state from 1.70 crore in 2009-10 to 2.23 crore in 2011-12.

    TVC Link::

    Madhya Pradesh:

    Madhya Pradesh tourism ads are known for their playfulness, vibrant shots and catchy jingles. Madhya Pradesh state tourism has create some of the most iconic ads that truly justify MP as the heart of India – MP mein dil ho bacche sa, MP ajab hai sabse gajab hai, sau rang hai and hindustan ka dil dekho.

    TVC Link:

    Rajasthan:

    Rajasthan, known for its desserts, vibrant colours and alluring folk songs has always been a constant favourite among local tourists and foreign lands. All Rajasthan tourism ads perfectly encapsulate the essence of Rajasthan.

    TVC Link:

    Jammu and Kashmir:

    Jammu and Kashmir has often been hailed as heaven on earth and there is hardly any doubt that it is perhaps one of the most beautiful places on the planet. Although the state hasn’t been very creative with its previous communications and campaigns, it has pitched itself as the ‘warmest place on Earth’ in its latest campaign. The film showcases the story of a couple on vacation in Kashmir. The duo mistake a citizen of the state for their taxi driver. Instead of correcting them, the man takes them on a tour of the state.The film was conceptualised by J Walter Thompson agency.

    TVC Link:

    Assam:

    Assam is another state that wasn’t really creating any interesting ads or promoting its state tourism until now. The state has however launched its new multimedia campaign with its brand ambassador Priyanka Chopra that captures not just the beauty of the state but also its diverse and rich culture. The central theme of the campaign ‘Once you visit Assam, it stays with you forever’ was created and conceptualised by YAAP & Crayons agency.

    Video Link:

  • Edelweiss gets Irrfan Khan on board for its business loans campaign

    Edelweiss gets Irrfan Khan on board for its business loans campaign

    MUMBAI: Financial services conglomerate Edelweiss Group, has signed global actor, Irrfan Khan, as the voice of the customer for its latest SME Business Loans campaign. Irrfan reflects the heart and mind of the New Indian entrepreneur, whose Go getter attitude and determination to succeed is legendary. This is basis customer research which revealed that the new age entrepreneurs and business owners have tremendous faith and belief in their own efforts and hard work, with a never-say-die mind set, despite not always getting the right business support.

    Edelweiss empathises with this #CanDo belief system and in a gritty, hard hitting campaign – first seen outdoors, followed by a full-fledged 360 degree campaign including TV, Digital, Radio, Cinema, celebrates the #SpiritofEntrepreneurship of the new-age Indian entrepreneur and business owners who have tremendous faith and confidence in themselves and their endeavors, who aspire to aim high, scale- up and exceed business goals, regardless of any limitations or hurdles.

    Edelweiss Group CMO Shabnam Panjwani says, “With a credibility that’s hard to rival, Irrfan’s versatility, wide appeal and authenticity, resonates with Edelweiss Group’s value proposition of #BeUnlimited – one that empowers its customers to access a world of unlimited opportunities,”

    “Edelweiss was also born out of the determination to do something new, without the backing of any large business house. Both the founders left well paying jobs to pursue the financialisation of India post liberalization. The going wasn’t easy but they persevered and held on to their belief in the potential of the financial markets. Today, Edelweiss is one of India’s largest diversified financial services companies and I am delighted to be a part of this SME loans campaign, one which salutes and celebrates the Indian entrepreneur,” says actor Irrfan Khan.

  • Radio Mirchi and Red FM team up to promote nutrition

    Radio Mirchi and Red FM team up to promote nutrition

    MUMBAI: PepsiCo India’s Quaker Oats+Milk along with Mindshare, a full-service media agency, a part of GroupM will bring together two of India’s largest radio stations as a part of their ‘Power of Two’ campaign. The campaign will see two of India’s favourite radio stations come together to put up one magnum opus show to highlight the importance of the right nutrition.

    Spanning over four hours, RJ Raunac, of Bauaa fame, and RJ Naved, famously known for Mirchi Murga, will deliver non-stop on-air magic with their diverse personalities, comic timing and love for music and nutrition.

    PepsiCo India vice president of nutrition category Deepika Warrier says, “Through this association with Radio Mirchi and RED FM, we want to send out an equally relevant message on the importance of right nutrition. We are certain that this show will lead all the listeners out there towards a healthier tomorrow.”

    Mindshare South Asia CEO Prasanth Kumar adds, “Bringing together Radio Mirchi and RED FM is definitely a never heard before phenomenon. We hope to reach as many listeners as possible and aware them with the brand’s new product.”

    The show will have an interesting mix of guests which include PepsiCo’s Deepika Warrier, Ritika Samaddar, Regional Head- Dietetics – Max Healthcare and Master Blaster, Sachin Tendulkar. While Deepika will talk to the young listeners on the various career opportunities and mentorship programs, Ritika will highlight the importance nutrition in millennials. The finale will have the Master Blaster, Sachin Tendulkar, join in for a special segment. Sachin will speak about his life and about the significant role of nutrition in his 24 year long cricketing innings.

    ENIL (Radio Mirchi) MD& CEO Prashant Panday adds, “Brands built with passion and on strong pillars have the courage to experiment, be it Quaker, Radio Mirchi or Red FM. We at Mirchi are proud to associate with Quaker Oats+Milk and Red FM to create a historical moment on radio. Our listeners will be delighted to hear RJ Naved and RJ Raunac come together for the first time.”

    93.5 RED FM chief operating officer Nisha Narayanan mentions, “Radio as a medium allows for such innovations and with support of brands like Quaker which believe in innovation and disruption, it only allows two strong radio brands like RED FM & Radio Mirchi to come together and co-create something different. I am sure the show will be a delight for both the listeners and the brand team. We look forward to creating innovative and engaging content and client solutions in times to come.”

  • Dalda exemplifies changing Indian kitchens in new campaigns

    Dalda exemplifies changing Indian kitchens in new campaigns

    MUMBAI: Dalda, a name we’ve grown up with, has revamped its positioning to keep up with today’s consumer. With its new brand campaign, Dalda aims to bring to the forefront the changing scenarios in Indian kitchens.

    The oil brand from Bunge India has launched two television commercials with the new positioning of ‘Naye zamane ka Naya Dalda’ (the new age Dalda). Conceived by Leo Burnett, the ads highlight the fact that consumers in the kitchen are evolving each day and in turn, Dalda too, is evolving with them.

    Bunge managing director Samir Jain says, “Dalda is a unique brand and one of the few heritage brands which has seen the country change over the years. It becomes imperative for the brand to be a part of this changing consumer journey. The films resonate this thought of “Aap badal rahein hein, isliye badal raha hain apka Dalda” to showcase the evolution of kitchens as not just a cooking place but a destination of changing value systems.”

    In its first commercial titled ‘’Mother-in-Law’, they show popular Bollywood actress Sheeba Chadda (of Dum Lagaa Ke Haishaa, Talaash fame) playing a staunch vegetarian mother-in-law cooking a non vegetarian meal for her daughter-in-law. The commercial echoes the fact that kitchens become the ultimate bonding place to bridge the culture & age gap.

    TVC LINK:

    The second commercial titled ‘Mother-Son’, portrays actress Tisca Chopra (of Taare Zameen Par fame) playing a new-age mother who is teaching and encouraging her son, played by child actor Rudra Soni (of Peshwa Bajirao fame), to cook. The film highlights the values new India upholds – that everyone must learn to cook, gender no bar.

    TVC LINK: –

    Speaking about the new Dalda campaign and how it reflects changing India, Leo Burnett Chief Creative Officer South Asia Rajdeepak Das said, “When we think about the India we once grew up in, we realise that it is almost unrecognisable from what it is today, yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.”

  • Tata urges people to question their Salt

    Tata urges people to question their Salt

    MUMBAI: Tata Salt has launched its new campaign ‘Sawaal Kijiye Apne Namak se’ to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt is universal and one of the oldest food seasonings, there is limited knowledge about the quality of salt and its impact on health.

    The TVC, conceptualised by Ogilvy and Mather, stars Konkona Sen Sharma and Tilottama Sharma as the protagonists. Designed as a series, each TVC has been shot to communicate specific product characteristics and quality markers with strong legs in digital, radio and experiential. The phases will highlight quality and purity as the key factors that consumers should consider whilst purchasing salt.

    Ogilvy West chief creative officer Sukesh Nayak says, “The campaign had to urge consumers to question the purity of their salt. We demonstrated clinical tests which people can easily replicate at home.”

    Tata Salt, over the years, has created a strong emotional connect with its property, ‘Desh Ka Namak’ and is now moving towards building a stronger narrative on health. The new campaign aims to bring forth the evaluation criteria for better-quality salt.

    Tata Chemicals chief operating officer Richa Arora adds, “Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt.”

  • Budweiser says face your fears in Halloween

    Budweiser says face your fears in Halloween

    MUMBAI: Halloween is not about being timid and shy, it’s about being fearless! This Halloween, Budweiser urges consumers to come forth and face fears on their own terms.

    The campaign brings together multi-faceted elements to turn this dark night into one of revelry by unlocking freedom like never before. The Halloween week will be ushered in with an anthem by American song writer and Grammy nominee, Kehlani Parrish in collaboration with Budweiser. The song called ‘Touch’ went live on Kehlani’s various music platforms on 14 October 2017.

    Joining the ‘Fearless’ movement are popular personalities like Kavya Trehan – singer-songwriter and one-half of indie pop band Mosko, Shaan – the talented and youngest ever electronic DJ/music producer in India and one of the first Indians to play at Tomorrowland and India’s leading super model – Erika Packard. Through a series of fun engaging videos, these trendsetters will reveal their most irrational fears.

    AB-Inbev associate marketing director Vineet Sharma says, “Globally, Halloween is one of the most celebrated occasions and we are truly excited to bring the fear and fervor associated with it to India. We believe that one can be free by being fearless and through this campaign Budweiser is giving fans a chance to face their fears.”

    For those who enjoy playing dress up and going all out on Halloween, celebrity Makeup Artist Elton J Fernandez has created a DIY Halloween make-up tutorial urging his fans to be a part of Budweiser’s #JoinTheFearless movement.