MUMBAI: Dailyhunt has launched a fresh campaign to strike a chord with the audience across India. The campaign aims to target the youth between 18-24 years, to drive Dailyhunt mobile app installs and for the audience to get a better understanding of the breadth of content offered on the app.
The campaign shows many scenes from across India where different audience segments including students, working professionals and housewives are hooked to the Dailyhunt App, and who are getting their daily dose of news on a single mobile platform. The ad attempts to capture Dailyhunt’s user enthusiasm and reactions to the happenings around them in their preferred language by just the click of a button on their phone.
Dailyhunt founder & CEO Virendra Gupta said, “With the latest campaign, we want to highlight the current trends related to digital news consumption pattern in India. There is an evident growth in the demand for consuming content digitally, especially news in the native language on mobile platforms in our country.”
What’s Your Problem joint MD and creative head of creative and content Amit Akali adds, “The ‘what to say’ and strategy is as important for any brand, as the creative. Thus, we decided to go back to the basics and demonstrate how the brand has been giving 15 crore Indians all the news and info they need.”
MUMBAI: In order to encourage people to curb noise and air pollution, not only during Diwali but all the year round, Ola rolled out its digital campaign ‘Big Festival Small Step’. With more and more people taking cognisance of pollution around Diwali, Ola’s latest campaign seeks to keep the conversation around rising pollution and decreasing air quality alive throughout the year. The company puts forth the ideas of sharing rides and greener commuting as small steps towards making a big difference.
Ola also flagged off a year-long campaign titled #FarakPadtaHai on World Environment Day, 5th June 2017 to create awareness around shared mobility in the country. The company recently launched a much-acclaimed TVC on the same during Independence Day.
Ola senior director of marketing Mudit Shekhawat says, “The campaign asks people to take a small step on this big festival. Designed in the typography style, the video questions the rise in concern over pollution during Diwali and urges people to keep the concern all 365 days of the year. Bursting firecrackers or not is a matter of choice and the video uses the same power of choice to encourage people to choose to take a step against pollution all year around.”
MUMBAI: We live at a time when nearly 18 lakh children under the age of five die each year from diarrheal diseases and pneumonia. A simple habit of handwashing can help save lives! On Global Handwashing Day, Savlon launched its ‘Haath Se Baat’ campaign, wherein students are seen ‘talking to the germs’.
The idea stemmed from the thought on how it is a challenge to convince children to wash hands as they don’t realise its importance. Therefore, it is imperative to educate them in a way they understand. The latest campaign by Savlon uses a hidden voice artist that imitates germs and tells the children all about the dangerous diseases they can spread like typhoid, diarrhoea, vomiting etc.
The core thought behind the campaign revolves around washing hands periodically, as that will eliminate the contact of germs with hands.
Kansai Nerolac Paints recently launched an on-ground campaign at the Terminal 1 of the Chhatrapati Shivaji International Airport.
The campaign, titled – Making our world#AShadeBetter, utilised the luggage conveyor belt at the airport as the primary media. With the aim to present the vividness and variety of shades that Nerolac offers, one of the many conveyor belts present at the airport was converted to a giant, moving shade card, which not only gave the passengers a break from otherwise boring airport surroundings but also allowed them to select their favorite colour for their home or work.
The conveyor belt was a natural choice and to ensure that colour reproduction is as close to the real colours of the paints, Nerolac’s team conducted rigorous testing to avoid poor reproduction of colours, smudges on the media and hassle-free functioning of the conveyer belt. After a testing of approximately four months, they arrived at an optimum solution to carry out this activity.
The passengers who experienced the belt on the day of Diwali were in for a surprise as there were personalised gifts waiting for them at the Nerolac Conveyor belt.
Kansai Nerolac Paints GM marketing Peeyush Bachlaus said, “We want our consumers to experience their surroundings and colours in a unique way wherever we can and doing something for the Diwali time for passengers seemed to be a right way to kick start the integration.”
Imagine, what will pop up in your mind when you hear ‘Let’s do it’ or ‘Ho jaye’, something naughty or kinky? But, these are words regularly used by Bongs in their day-to-day lives. Hoichoi however made it into a happening and impactful campaign.
The recently-launched OTT platform Hoichoi buzzed with a creative campaign called #hoyejak. Designed by Rediffusion Y&R, it created a hype across social media platforms such as Facebook, Twitter and Instagram.
Hoichoi was launched on 20 September by Shree Venkatesh Films (SVF), an Indian media and entertainment company headquartered in Kolkata. #hoyejak by Hoichoi, an ad-free platform with a collection of seven original web series till date and three more to launch by the end of October, was preceded by some funny one-liners which created a lot of curiosity amongst the Bengalis during Durga Puja.
The faces of the campaign were none other than the Hoichoi and SVF team members themselves. #hoyejak hoardings dotted the skylines of Kolkata and were strategically placed at various locations to grab maximum eyeballs. Hoichoi co-founder Vishnu Mohta, interacting with Indiantelevision.com‘s Kirti Chauhan, said, “Hoichoi means happening of positive activities around you. Excerpts from an interview where Mohta shared insights about campaign:
Tell us about your marketing strategy to promote Hoichoi?
In the first six months, it is all about creating brand awareness. We are not looking to the brands and advertisers in the initial phase because we are offering Hoichoi in an advertising-free form to provide uninterrupted viewing. So, we have used all our considerable SVF properties across cinemas and screens, digital and social properties to promote hoichoi.
We believe advertising must be disruptive and highly engaging, just like the original content on Hoichoi. We launched an innovative #hoyejak teaser campaign to promote Hoichoi. It was an outdoor campaign and became the most talked about campaign of the city this Durga Puja. We had Hoichoi hoardings across the high-traffic parts of the Kolkata skyline, and those drew a lot of attention and generated conversations across mediums.
What does ‘hoyejak’ mean and how was the response to the campaign?
See, both, Hoichoi and Hoyejak are two very common, everyday terms used by Bengalis in their day to day conversations, and obviously were chosen because they establish an automatic connect. #hoyejak translates to “let’s do it” in English, and “ho jaye!” in Hindi. Not only the words, but also the faces we used were really pleasant, everyday faces to reflect the average Bengali on the streets of Kolkata. In fact, we used Hoichoi and SVF team members themselves in the campaign, and together, the creatives and the entire approach sustained the buzz and brought a smile to the faces of the public.
Tell us about the timing of Hoichoi launch, and the campaign rollout
Well, some very funny one-liners preceded the #hoyejak campaign, which created curiosity amongst Bengalis. Designed by Rediffusion Y&R, we had strategically decided to launch Hoichoi in the Durga Puja festive season, because it is obviously the best time of year to roll out anything for Bengalis, not just in India, but worldwide. The Puja holidays not only see Bengalis turn out in their festive best with their families, but also see most Bengalis travelling back from outside Bengal to their homes or loved ones in Kolkata and across the entire state.
Our choice of OOH locations which included the airport and Howrah station along with other high-traffic areas, gave our campaign in Kolkata a very high OTS and helped it make a big impact. It also had a lot to do with the creative content of course – not only were the ‘tease and reveal’ creatives very entertaining, but the fact that nine out of 14 creatives talked about Durga Puja, helped the campaign receive great word of mouth publicity.
How many locations did you cover across Kolkata?
Many. Right off, I can recall Howrah Station, Ultadanga, Science City, Syed Amir Ali Avenue, Rashbehari Metro, Harish Mukherjee Road, Ruby crossing, Gariahat Flyover, Garia, B. T. Road, AJC Bose Road, Gurusaday Road and the airport.
How much did you invest for the promotions?
I regret I would be unable to share the cost, but suffice to say that it was an extensive campaign that was put up across numerous prime OOH spots in Kolkata, and we did not hold back on it in any way.
How was it received by the viewers?
Social media platforms like Facebook, Twitter and Instagram were buzzing. On the day of the Hoichoi launch event (20 September), #hoichoi trended pan-India at the no.1 position, with #hoyejak at no. 2. Prominent Tollywood stars took to social media to congratulate SVF on the grand launch of hoichoi. Both our hashtags, #hoyejak and #hoichoi, together generated over 3000 conversations and 47.9 million impressions, reaching approximately 6.8 million people within four hours of the launch.
NEW DELHI: Casual dining restaurant chains Barbeque Nation has launched a promotional campaign Tyohar Ek Roop Anek urging people to indulge in family dining at the restaurant this Diwali.
The campaign was conceptualised considering the excitement and bustle during Diwali and the need to unwind and spend quality time with family, possibly by dining together.
The brand has released a 38-second video, where a witty young girl is seen narrating the circumstance at her house during the festival, with her family members preoccupied in a variety of activities. In order to break the humdrum, she decides to book a table atBarbeque Nation for her family and offers them that much needed break and togetherness.To engage with customers through digital and social media, Barbeque Nation, a pioneer in India to promote ‘DIY’ (do-it-yourself) cuisine with live on-the-table grill, since 2006, is promoting the video on a number of leading platforms including Facebook and Hotstar. The video also recorded over three lakh views on Facebook within three days of the launch.
Barbeque Nation Hospitality CEO Sameer Bhasin said, “No celebration or merriment is complete without a scrumptious meal with the family! Our campaign clearly emphasises the need for each one of us to commit some time to our families amidst the festive hustle and enjoy an evening of great cuisine and relaxation.”
MUMBAI: During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.
The online jewellery market is pegged at Rs. 8-10 billion market. It is growing five times more in comparison to its offline competitors. In a cluttered festive environment, the campaign #GetDiwaliReady conceived by the Mumbai office of Lowe Lintas aims to touch the hearts of millennials and encourages them to buy jewellery online. CaratLane, a Tanishq partnership, is aiming to take a larger share of the pie as they are entering their next level of growth with this campaign.
Lowe Lintas president Anaheeta Goenka, “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family – be it a place where they stay or a place where they work. And, thus was born the campaign idea of new “families.”
CaratLane founder and CEO Mithun Sacheti says: “Our campaign celebrates the precious relationship that we build outside our family, in our newly set-up social ecosystems, who become our extended family. “
Lowe Lintas executive director (creative) Akash Das: “There are many people who won’t be able to go home to celebrate Diwali. Our script is about the friendships they have nurtured in a place away from ‘home’.”
MUMBAI: Max Fashion recently launched its latest TV commercial. The film has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff.
There are small moments of disagreement in all our lives that can be quickly resolved with a gesture of love. Max plays an essential role in settling these smaller moments of distress by offering affordable yet remarkably trendy fashion for every member of the family. The brand has used this insight as the inspiration for the campaign by positioning themselves as a ‘way out of a tricky situation’ in the film.
Max Fashion VP – marketing Jiten Mahendra said, “The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”
“For Max, this being its third TV film, it was important to continue the journey of humour, fun and style. We decided to give it an angle that is not only different but also stands out in terms of fashion and music treatment. We really hope you enjoy the TV film and it leaves you with a smile,” Curious Films director Vivek Kakkad said.
JWT chief creative officer Senthil Kumar commented, “It was important to continue the journey of humor-led human stories and showcase ‘over 3000 different styles to choose from.”
MUMBAI: HyperCITY Retail (India), a hypermarket chain, has launched its new digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.
Keeping up with the brand promise of ‘Something Fresh Everyday’, the DVC opens with the Sharma’s planning and organising a Diwali party. With multiple demands by each member in the family, the lady of the house fulfils each request efficiently by the wide range of offerings available at HyperCITY, making her the perfect hostess.
HyperCITY VP – marketing, loyalty and visual merchandising Manoj Jain says, “We at HyperCITY have been studying changes in the purchase patterns of our target audience, over a period of time. The campaign salutes the lady of the house, incidentally our primary shopper, who makes everyone feel special and appreciated, thus becoming a super hostess this Diwali.”
Gozoop Online group director – communications Amyn Ghadiali says, “In today’s hyper-connected environment, any brand’s outbound communication should be a reflection of the society it thrives in. Besides being relatable, every piece of content is carefully crafted so that it can add value to the audience.”
He further adds, “Before creating the concept, we conducted thorough research to understand how women, 25-40, are consuming content online and examined the changes in their interest/behaviour across platforms. As the team working on the campaign we believe the true outcome of the campaign is very simple: Har Dil Roshan Karo.”
The campaign has been scripted and directed by Gozoop Online. The integrated marketing program will include radio, online, and in-store promotions through a phased rollout.
NEW DELHI: An online campaign has been launched by Government to help end gender bias in women against women.
The campaign, #IamThatWoman. has been launched by the ministry of women and child development.
Through the campaign, the ministry seeks to highlight the various aspects of women standing ‘by’ and ‘for’ women. The ministry has urged people to shun stereotypes associated with women harming other women. Twitter and Facebook users have been encouraged to tag and share stories of women helping women with a photograph and post online with the hashtag #IamThatWoman.
Minister for women and child development Maneka Sanjay Gandhi said, “When a woman has the support of her womanhood, she can be unstoppable. Through this campaign, we aim to shed light on the enormous contributions made by women for women. A woman can be her daughter-in-law’s best companion. It is time we did away with the ‘in-law’ in ‘daughter-in-law’. A woman manager can easily empathise with her female juniors and help them climb the ladder of success. Likewise, a landlady’s affection towards a female tenant makes a world of difference in making the young girl feel at home, away from home.”
The minister has asked women to join the #IamThatWoman campaign and spread the message that “a woman can move mountains for another woman.”
