MUMBAI: Tata Sky has rolled out its #RecallBengal campaign on the occasion of Durga Pujo.
This first ever digital-only campaign will celebrate Bengal’s rich and vibrant culture by capturing and documenting the folk art indigenous to the Bengali community based across the country.
Tata Sky will showcase specially shot AVs of Baul music, Santhal dance, the ancient scroll painting art of Patachitra, and the well-known one-man theatre act Bohurupee on their digital platform Tata Sky Blogbuster. The content will also be available across Tata Sky’s digital platforms, Facebook and Instagram pages and YouTube channels. Subscribers will also be able to indulge their love for Bengali culture by tuning in to Channel 100.
Tata Sky’s chief communication officer Malay Dikshit said, “Tata Sky has always brought about entertainment with relevant festivals — be it Onam, Lodi, Uttarayan or Durga Pooja. We have seen immense loyalty to our unique proposition. #RecallBengal campaign is not only targeted to connoisseurs of Bengali heritage but also gives the audience across India, a chance to enjoy the captivating art forms.”
Viewers can feast on this cultural treat till the festival culminates on 30 September.
MUMBAI: Pepperfry.com has launched a marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale.”
The campaign has been built on the insight that – the festive season is when Indians shop to fulfill multiple aspirations. This is a period, wherein one shops not only for themselves, but also to gift to loved ones, friends and colleagues. The underlying Diwali spirit is that of spreading warmth and joy and a frequent physical manifestation of the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like – durables and apparel, it also translates into the gifting that they do to their near and dear.
But these spending aspirations compete with each other and with obligations such as EMIs and Insurance payments etc.
The happy Diwali sale is supported with no-cost EMI and other wallet-friendly features like cash-backs.
The focus of the communication is on the aspirations that consumers have, for themselves and how they compete with other priorities. The Pepperfry ‘Happy Diwali sales’ helps them to fulfill their aspirations by providing value. This is embodied in the film as “Iss Diwali ummeidon ko badhne dijiye”. (This Diwali, let your aspirations soar).
The campaign consists of two films which depict two different couples and narrates the story of their Diwali aspirations. One couple is portrayed by Rajkumar Rao and Patraleekha Paul and and the other by Mrunal Thakur and Gaurav Venkatesh. Each film brings out the competing priorities that the couple are faced with and shows how the Pepperfry Happy Diwali Sale helps them to get what they want this Diwali by providing good value.
The campaign will be promoted across a bouquet of English entertainment, movies, English infotainment, and select Hindi HD/SD channels/properties. It will be supported by outdoor and radio in key cities. The total outlay for the campaign is Rs 150 million. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, Facebook.
Pepperfry CMO Kashyap Vadapalli said, “The festive season is when our low prices are especially relevant to shoppers as they seek to fulfil their needs. These 30 days are also the key furniture buying period from a seasonality perspective and our sale and the campaign are targeted to provide us with a business-growth win.”
MUMBAI: CenturyPly Heroes was an initiative to recognise and salute the carpenter’s indomitable spirit, the skill and the commitment to the art and to life at large.
This year, the campaign is celebrating those unsung heroes behind the scenes without whose creations, the Durga Puja wouldn’t even start: the clay artisans who make the magnificent idols of the Puja. There are hundreds of artisans toiling overtime to make these beautiful idols a reality
Century Plyboards India, a brand in the plywood category which has been involved in aggressive brand-building with an intention to create a shift in the industry category from a commodity to a consumer product is back with its annual award winning campaign – CenturyPly Heroes 2017.
The campaign is in line with an attempt to celebrate the unsung heroes working behind the scenes to make celebratory times special for the rest of us.
The CenturyPly Heroes 2017 campaign aims to felicitate the everyday heroes who regularly bring alive the brand ideology in their everyday lives.
The campaign will invite people to share pictures of the idols being made or of the finished idols during the puja, along with the name of the artisans making them. There are several potter colonies in Kolkata, the most well- known being the ones at Kumortuli and Kalighat. People will be encouraged to go there and click pictures of these idols being finished up for work, and also of the idols once the Puja starts. Three of the artisans getting most number of entries, will be awarded, and the top five photographers will also win prizes.
CenturyPly MD Sanjay Agarwal said, “We want this campaign to reach out to the masses so that through their engagement with these unsung heroes, we can make a difference in the lives of these people, however small or big it might be. This initiative is all about touching lives and adding to the warmth and happiness of the city’s festivities.”
MUMBAI: Television or online viewers react badly to having their shows interrupted with ad breaks. They are uncomfortable when a battery of ads interrupts, also owing to the resurgence of high-value content.
A UK-based advertising company may soon enjoy the first fruits of a significant video streaming deal (VoD) with a group owned by Alibaba, the Chinese technology giant. The company MirriAd has now concentrated its efforts on the US, Brazil, Germany and India, but without signing up clients in the UK.
MirriAd is working with Alibaba after striking the deal with Youku, the Chinese streaming platform (OTT), which the Alibaba’s Jack Ma bought for around $4 billion.
Mark Popkiewicz, the CEO of MirriAd, which hired Google’s Bharat Vijay Zende as its general manager – India in July 2017, said the company was formed in response to the explosion in quality online television programming.
Mirriad, together with Alibaba, has announced the launch of native-in-video advertising (NIVA) CPM in China. Tangeche is the first brand to run a NIVA CPM campaign with Alibaba/Youku and Mirriad.
Youku viewers may soon be seeing programmes with brands, such as a realistic soft drink can on a coffee table, superimposed or digitally inserted episodes by MirriAd, in which India’s ZEEL wrote off its Rs 330 million investment in August 2016.
Running until January 30, 2018, the Tangeche campaign features signage and product ad unit insertions using the brand’s mascot. The first flight will cover approximately 300-500 episodes of a variety of dramas and variety/reality shows. The campaign will be managed for viewability and verification in partnership with third party tracking.
Tangeche parent Hangzhou Souche Automotive Services VP Chen Qi said, “Besides cost-effective brand exposure, Tangeche attracted the attention of younger users, and communicated a new way for buying cars, thanks to its subtle messaging in scenes that featured urban mainstream working and living.”
Mirriad MD – APAC Mike Rees says: “As a brand that typically purchases OOH, Tangeche is utilising NIVA as a supplement with powerful ad tech and tracking capabilities that feature high quality integrations that deliver high relevancy, reach and efficiency.”
Alibaba Digital Media & Entertainment Group – Youku COO Shen Wei said, “Advertisers can now leverage hot IPs for increasing brand exposure and enhancing brand association, as well as generating more opportunities for content marketing.”
MUMBAI: Rapping, a type of popular music of the US coloured origin in which words are recited rapidly and rhythmically originated as early as 1920 but the first mainstream rap song to get commercially released was ‘King Tim III’ by the Fatback Band. It was only in 1994 when rapper Wu-Tang Clan was part of a campaign for St. Ides, a low-cost, previously obscure brand of malt liquor, the first to weave a hip-hop aesthetic into its central messaging . The idea instantly became a hit amongst advertisers and brands.
But, it took coon’s age before Indians were exposed to rap and hip-hop culture. It was Baba Sehgal who introduced Hindi rap to Indians in 1992 with his famous album ‘Thanda Thanda Pani’ which was the desi version of Ice Ice Baby, a famous song by Vanilla Ice. With the advent of MTV in India, early 2000s saw a surge in Indian rappers who rapped mostly in English, following the suit of American rappers.
Although it might pain the hip-hop purists to admit it, but rapping and advertising are inexorably linked today but that wasn’t always the case. It took a while before the ad industry really recognised the marketing potential of hip-hop and rap, but once they did the floodgates were forever opened. It was only in 2015 when the trend of having rap songs integrated in an advertisement became the new ‘Cool’ in order to boost the CPM and CTR (cost per 1,000 impressions, and click-through rate).
Indiantelevision.com takes a look at the most distinguished and leading advertisements that innate rap words and became an instant hit among consumers.
Syska accessories TVC (launched in 2015): Launched by Syska Accessories, the ad features bollywood actor Irrfan Khan rapping about Syska power bank. This was reportedly the first advertisement to use rap words in an ad.
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Nestle Munch Macha TVC (launched in 2016): In order to celebrate the revamp of the popular Munch wafer chocolate, Nestle launched its campaigns that featured the youth icon Shruti Haasan and the legendary musical trio of Shankar, Ehsaan and Loy. The commercial shows Shankar Mahadevan singing a breathless song and then challenging Shruti to do the same. A trained classical singer and composer Shruti Haasan accepts the challenge and croons the peppy number ‘Munch Macha’ breathless.
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Yamaha RayZR Mera Swag TVC (launched in 2016): Yamaha released a peppy theme song for its bike, the Cygnus Ray-ZR last year. Named “RayZR Mera Swag”, the song was composed and created by the popular rapper Badshah, who also created a song by the same name. The campaign and original song became instantly famous among the youth aiding in driving up the sale for the bike.
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OLX Mundi danceTVC (launched in 2016): Taking its popular Bech De (sell it) proposition forward, OLX launched its ad called Mundi dance that showcases a rap face-off between father and son set over a dining table. When the son’s demand for extra money to buy a sports bike is turned down, his sister suggests him to sell unused things to fund his purchase. The entire sequence is a quirky rap in the film was executed by Lowe Lintas.
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Jack & Jones’ #DontHoldBack TVC (launched in 2016): Ranveer Singh associated with Jack & Jones in 2016 for the brand’s national campaign #DontHoldBack which was nothing less than a euphoric success. Taking this concept further, Singh launched Don’t Hold Back 2.0 in 2017 where he was seen rapping second time for the brand. The strong and snappy lyrics of the song invite listeners to boldly display their true individuality and celebrate the power of inner strength.
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Subway Rap for SubWrap TVC (launched in 2017): The global sandwich restaurant chain, Subway, launched a campaign this month for two introductory Subwraps. Titled, Rap for SubWrap, the TVC showcases a group of youngsters eating subwrap and getting lost in the taste and flavour of the sandwich.
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Danone TakeAChillFill TVC (launched in 2017): Danone’s new campaign for its chocolate flavoured drink – Choco Smoothie is the latest addition in the list of campaigns that integrated rap songs. The attempt of the rap song is to place Choco Smoothie as a nutritious alternative to snacks and mini-meals, perfect for the youth who is always on-the- go. The rap has a matching quirky video, showing college-going youth choosing to Take a Chill-Fill instead of stressing over small problems that nothing can be done.
MUMBAI: South Indian Bank has launched a TV commercial to promote the Digital E-lock facility in the bank’s mobile app called SIB Mirror Plus.
It has been conceptualised and produced by Blackswan India and directed by co-founder Pradeep Menon.
Digital E-lock is a feature that lets South Indian Bank’s customers lock and unlock their accounts at the touch of a finger. Once the account is locked, all digital debit transactions will be blocked. ATM, PoS, internet banking and mobile banking transactions can be protected with Digital E-lock.
The film follows the conversations between a prudent father and his college-going son. The father is a no-nonsense man, serious about the safety of his family. He reminds his wife to turn off the burner of the gas stove and his son not to forget to lock his bike. The son playfully asks his father whether he has locked his bank account. He goes on to explain about the Digital E-lock feature and how accounts with SIB can be safeguarded.
“We wanted us to come up with a cost-effective TV commercial that drives home the E-lock feature in their app in a way that anyone with a smart phone can relate to,” said Blackswan India CEO Raman P Namboothiri.
MUMBAI: In TVF’s From Papa with Love, Bhatiaji (Gajraj Rao) generously tells Jeetu (Jitendra Kumar) to ask whatever he wants as his birthday gift.
In what follows, Jeetu asks for various gifts, each of which his father shoots down by giving mehengayi as an excuse and going on a rant about how Jeetu needs to start saving. Jeetu informs his father that Flipkart’s ‘Big Billion Day’ sale is around the corner and that for those few days they need not worry about ‘mehengayi.’
Bhatiaji agrees, but does Jeetu get a gift that would make him happy? This is Jeetu’s eighth video with Rao and their chemistry always cracks people up and this time it’s no different.
TVF and Flipkart’s ‘sale’ partnership has reached a milestone. For the third consecutive year TVF and Flipkart have partnered raising the bar for conversations around branded content partnership.
TVF’s Shreyansh Pandey shared, “The combination of the father-son characters and brand communication have always lent an interesting premise to the funny exchange between the duo – Rao and Kumar resulting in the most relatable and hilarious conversation.”
MUMBAI: Oman Tourism has announced the launch of its global advertising campaign for the upcoming season which will go live today (Monday) on television and other digital platforms. The campaign captures the essence of Oman at different levels and highlights diverse aspects of the destination.
The film has been conceptualised and developed by the ministry of tourism’s teams working in Oman and India; and is directed by Bapi Bit of Motherboard Films. There is an alluring international mix of models that have been featured in the film and its overall look is contemporary which resonates well with Indians as well as international audience.
The film takes one through the journey of a young man from India visiting Oman for a friend’s wedding and then exploring the adventurous side of the country like never before – along with his friends. The tempo rises as the film progresses and the lyrics of the background song ‘I want a freedom from me’ portrays feelings of the protagonist, bringing out a myriad of emotions.
Oman ministry of tourism director-general – tourism promotion Salim Adi Al Mamari said, “We are promoting Oman in the Indian market and in countries around the world, and felt there was a strong need for a customised film that highlights the Omani culture, landscape and history, while also depicting the outdoor adventure and wedding aspects of our country.”
He added, “The idea of the film was to go beyond HNIs and premium travelers; and attract younger audience, women travelers, etc. as these are some of the emerging travel segments that India and the rest of the world are witnessing in the last couple of years. Also, since ‘weddings’ are an important part of Indian culture, we are constantly striving to promote Oman for destination weddings and have hence encapsulated a segment in the film which is wedding specific, that showcases the different hues, emotions and rituals of an Indian wedding.”
The film features picturesque locations of glistening Muscat city, rustic town of Sur, historic city of Nizwa, well-nurtured turtle reserve at Ras Al Jinz, breezy-mountainous regions of Jabal Akdhar, and pristine Damaniyat Islands.
The campaign will utilize national media channels such as TV, paid search, online display, key digital sponsorships, social media platforms and online streaming applications. The film will be used for global distribution across international markets for promotional purposes. There are multiple versions of the film catering to different segments. The master five-minute film will be used for B2B platforms such as events, roadshows, etc. The four-minute version will be used by international markets, and the two-minute video will be used on digital platforms. The 30-seconds version of the commercial will be aired on television.
MUMBAI: WATConsult, a part of Dentsu Aegis Network, has launched a digital campaign titled #SuitUptoAllergy for Godrej.
The campaign launched this week across digital media platforms with a video that takes a fun, over the top approach to humour, by draping the lead character in a hazmat suit and following him through the day as he struggles with his daily tasks in this unusual attire.
The video conveys an underlying message that while despite our best measures we cannot protect our loved ones from allergens in our surroundings, we can wash away the invisible germs & bacteria on their clothes with the help of the Godrej Eon Front Load Washing Machine.
WATConsult CEO Rajiv Dingra said, “We decided to opt for a humorous plot to simplify the message about kids’ health to moms. I believe that the campaign will resonate with the audience and bring great recognition to the brand.”
Godrej Appliances marketing director Swati Rathi said, “It is our constant endeavour to offer products built on consumer insights and hence the Godrej Machine with Allergy Protect mode.”
“Instead of launching the machine in traditional media, we have chosen to launch it first on the digital medium, with a short but humorous video. It has been designed to engage and get attention particularly from parents, who are a key target audience for the product,” she added.
MUMBAI: Nokia, a premier mobile brand , and One Digital Entertainment, India’s digital content network, have partnered to create a unique digital influencer campaign to revamp the brand’s iconic tune.
‘The Ultimate #NokiaTuneMashup’ features the best artists from the music fraternity along with the audiences curating and recreating the classic Nokia tune.
The campaign witnessed the participation of Shirley Setia, DJ Chetas, Aditi Singh Sharma and Darshan Raval that attracted thousands of entries across the country. These entries were later put together by the famous Bollywood composer duo Ehsaan – Loy along with entries received by the general audience recreate the tune.
Commenting on this partnership, One Digital Entertainment co-founder Gurpreet Singh Bhasin says, “The Ultimate #NokiaTuneMashup” is a great concept and since these talents are popular among the youth because of their relatable fresh and quirky content, the tune is sure to appeal to the masses. Subtle integrations and strategic partnerships of this nature often unlock magical value that usually stays hidden. This is a win-win scenario for all – creators, consumers, and brands.”
Composers Ehsaan and Loy said: “The Nokia tune Mashup was a very inspiring project to work on, and in its own way pretty difficult as well because it included taking a simple melody and interpreting it in so many ways. One Digital Entertainment is very in step with what’s going on in the digital world.”
