ITV

Category: Ad Campaigns

  • Nick’s school programme curates memorable experiences for kids, says Nina Elavia Jaipuria

    Nick’s school programme curates memorable experiences for kids, says Nina Elavia Jaipuria

    MUMBAI: Nickelodeon has upped the fun and entertainment quotient for kids this quarter. The franchise has flagged off a high octane on air campaign “Nickelodeon Best Friendshake Forever” and “Sonic School with Toons” contest, presented by McVitie’s Creams and co-powered by Parle Cafechino, Parle Kachcha Mango Bite and Dabur Red paste.

    The campaign will be brought alive on-ground by a high decibel school contact programme across 650 schools spanning over 20 cities. Days spent at school are most memorable and Nickelodeon’s school contact programme is all set to make sure that children celebrate the best years of their life.

    Kids’ Entertainment Cluster business head Nina Elavia Jaipuria said, “Nickelodeon believes in actively engaging with kids outside of television by providing them with an immersive platform to interact with their favorite toons. Our robust school contact programme allows us to connect with kids and curate memorable experiences for them, thus forging an unbreakable bond. It is a result of such marquee initiatives that nickelodeon and its adorable toons continue to play an eminent role in every child’s daily life.”

    The school contact programme will engage with kids across the country from metros such as Bombay, Delhi, Bangalore, Chennai to the smaller towns and cities such as Bhopal, Lucknow, Nashik, Jaipur, Chandigarh etc. Kids will be treated to interactive games, trivia questions, sampling and exciting goodies that will make a day at school both fun and exciting.

    Nickelodeon’s Best Friensdshake Forever will see kids create their version of the cool and edgy friendship shake. Adding to the excitement is the Friendshake Forever Contest that will give kids a chance to win fabulous goodies such as drones, hover board, Iphones and VR headsets by tuning in to Nick every Monday to Friday from 5:30 to 8:30p.m. All they need to do is watch their favorite shows- Motu Patlu, Ninja Hattori and Gattu Battu in action and count the number of times their amazing Friendshake is flashed on screen.

    The kids need to tune in to Sonic every evening from 6:30 to 8:30p.m, watch Pakdam Pakdai, Shiva and Oggy and the Cockroaches and count the number of times the characters are flashed on-air to get their exclusive time with the amazing toons.

  • VOD service Viu rolls out first ad campaign targeting new millenials

    VOD service Viu rolls out first ad campaign targeting new millenials

    MUMBAI: After about a year and a half of building its content catalogue and also on organic customer acquisition, the Hong Kong headquartered PCCW-owned-VuClip-promoted freemium VOD service Viu is now looking at upping the tempo through an integrated marketing and advertising campaign from 28 August.  Titled Kaaf Feels Bro, it is targeted at the new millenials and aims to encapsulate the very essence of the brand that delivers fascinating stories to today’s young and digital-first audience.  While showcasing an array of genres that viewers can choose from, the advertising seeks to focus  the customer’s attendtion on the riveting, fresh and original stories available on the platform, including movies and Korean shows.

    Since its India launch in 2016, Viu claims to have showcased over 15,000 hours of content and has managed to log in a subscriber base of four million.

    And since this is the first ad campaign it is resorting to, it is hoping to get a of  lot of bang for the buck and also help it make up for lost time.

    Says Viu India head of marketing Shantanu Gangane:  “The concept comes right from the heart of the product which is content. The whole plot was to look at the millennials as the TG, and also we had some data from YouTube and our own app that who is actually consuming our content. We had a vision of our TG but the actual consumers were really different — that was the first thing,”

    One needs to dress up the content from the TG’s perspective, Viu realised.

    “What will the content deliver” — was the brief given, and that’s how the emotion and plot emerged in the spot: “the content versus consumer” in the campaign.

    Conceptualised by Bates Chi & Partners, the ads have been created in two languages, Hindi and Telugu, signifying the availability of multilingual content on Viu, both original and licensed.

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    Produced by Dev Chugani and Rupali Mehta’s Greenlight, the film echoes the essential intent of offering content that appeals to consumers’ emotions in a variety of genres such as horror, drama, romance and comedy on Viu. The TVC shows people who are immersed in the viewing experience to the extent of feeling they are a part of the story, going through the fears and joys the show has to offer. The film has been directed by Karan L Butani and DOP is Rishi Punjabi.

    “The campaign will go on air on 28 August and will run across GECs, Hindi movies, music channels, English movie channels for five to six weeks. It’s a packed week coming for us,” shares Gangane.

     The ads are being  rolled out across TV, print (Mumbai, Delhi, Hyderabad, Bangalore and Pune), OOH (across key markets) and radio. The social platforms are ensuring buzz for the highly captivating content that the OTT platform has to offer.

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    “At Viu, kaafi is happening. We are planning to launch four shows by December this year, so a lot of things are happening. And, 2018 will be overflowing. You will be having a number of originals even from a television standpoint and not from OTT standpoint. There is excitement coming your way, consumer’s way and our way,” adds Gangane.

    “We have to look at few things. First is that we are not the only OTT player out there, we are the late entrant in that space. Also, we are focusing on originals. We have to make sure that whoever we get on board should have a mass appeal, has popularity. There were two problems that we needed to get sorted.  First, that we have to make this familiar fascinating concept but there were other facets. They sound like synonyms but they are not. The intensity of the content, the pace with which the content moves is not same. But, all this content makes you feel something. That inspired us to take the idea that this is the content that will make you feel something. We were very focused who is our target audience. You are talking to millennials and that’s how we came up with Kaafi feels bro!,” says Bates Chi & Partners India CEO V.S Srikanth.

    Creative agency:
    CEO: VS Srikanth
    HEad of Office: Samrat Bedi
    Business head: Sachin Ramchandani
    Creative team: Bates Creative Team
    Account planner: Nishu Raina
    Account management:  Bhavesh Nainani, Hemchandra Shah, Prashant Motwani
    Producer: Dev Chugani, Rupali Mehta
    Production house: Greenlight Productions
    Film director: Karan L Butani
    DOP: Rishi Punjabi

     

     

     

  • LG launches #HungerFreeIndia campaign

    LG launches #HungerFreeIndia campaign

    MUMBAI: LG Electronics India has launched the initiative #HungerFreeIndia, dedicated to help eradicate Food Wastage in India. This campaign is inviting the whole nation to come forward and take pledge to avoid food wastage and thus, help eradicate hunger.

    It is astonishing to note that one in seven people in the world are undernourished, and 40 per cent of food produced in India is wasted. The campaign aims to change the basic thought of how food generally is disposed off without a second thought, while we live in a world where 50 per cent of food across the world never reaches the hunger-stricken.

    LG Electronics India MD Kim Ki Wan said, ‘’This campaign is yet another gesture from us to showcase our deep care for the Indian society. We want to bring a positive change in the behaviors of people, their eating habits and encourage them to be a more responsible society collectively.’’

    LG CMO Amit Gujral said, “We will create various touch points wherein people will have a greater opportunity to contribute their bit towards the cause of preventing food wastage.”

  • Star Sports releases TVC of Kangaroo facing off a Tiger, from 17 Sept

    Star Sports releases TVC of Kangaroo facing off a Tiger, from 17 Sept

    MUMBAI: Star Sports has kicked off its campaign for Paytm India v Australia ODI series with a TVC to depict the two formidable opponents as a Kangaroo facing off a Tiger. The five-match ODI series which will be followed by three T20Is starts on 17 September, 2017. It is claimed that the TVC has been viewed over six million times since its release.

    The film, with its “wild” feel and distinctive music, captures the anticipation and excitement around the series, and the Indian fans will hope that the Tiger prevails over the Kangaroo yet again! Earlier this year, a hard fought Test series (Ind 2 – 1 Aus) saw new rivalries being born and friendships being fractured. Both sides are led by aggressive captains and will play to win.

    The upcoming ODI & T20 lineup promises to be the most anticipated series of the season. This series will also define the next chapter in the rivalry between these two cricketing powerhouses and possibly settle the Kohli Vs Smith debate as well.

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    A Star India Spokesperson said, “This campaign is unique and different from any other sports campaign; and we are pleased with the response it has garnered. We look forward to some exciting cricket between the two powerhouses in the lead up to the festive season.”

    Former Australian cricketer Mike Hussey said, “Winning in India has always been a priority for any Australian side & this series is a great opportunity for the Australian team to upset India at home. I am excited & I look forward to witnessing this great cricketing battle between two top sides & also to the Kohli Vs Smith clash!”

    This year, Star Sports and Hotstar bring to cricket fans exciting action right from Diwali to Christmas starting with the India v Australia series, followed by New Zealand’s tour to India (3 ODIs and 3 T20Is) and culminating with Sri Lanka’s tour to India (3 ODIs and 3 T20Is).

  • Be smart in phone buys, say kids in Flipkart TVCs

    Be smart in phone buys, say kids in Flipkart TVCs

    MUMBAI: Smartphones are a basic necessity today and consumers spend a great deal of time researching on what’s the best model suitable for them. Most consumers often end up questioning their decision when it comes to a smartphone purchase, as they can never be sure if there is a better deal on the phone elsewhere. This peculiar problem is solved by Flipkart, as users can be sure that they will get the best features in the required budget as well as the convenience of exchange, from the comfort of their homes.

    The campaign has been launched online across popular social platforms.

    To help consumers make an informed and a smart decision before purchasing their phone, Flipkart has unveiled its latest campaign that promotes Flipkart as the one-stop platform to buy a phone. Conceptualised and executed by Lowe Lintas Bangalore, the campaign brings out the inconvenience customers go through before their purchase and even when they do settle for a phone, they may not always be getting the best deal for it. They can avoid all that and make a smart choice by shopping on Flipkart. That’s because on Flipkart, shoppers are assured of best features at unbelievably low prices and hassle-free exchange at great prices.

    Explaining the rationale behind the campaign, Kartikeya Bhandari, Senior Director, Brand Marketing, Flipkart said: “Amongst ecomm portals, Flipkart is the market leader in the smartphone category and being a market leader, it is our responsibility to further grow this category online. In order to do so, we looked deeply at the offline consumer purchase behaviour of smartphones and the pain points associated with the same. We realised that there is a clear difficulty in finding that “one place” where you get everything right – a range of phone models, the latest features, exchanging the old phone and of course, getting all this within the right budget. This makes consumers feel that despite the effort put in, there is always another place they could potentially get a ‘smarter’ deal.

    “Basis this knowledge we crafted our offering which would allow us to showcase the ‘smart’ in smartphone shopping. Hence we created the campaign ‘Be Smart. Buy Smartphone only on Flipkart’. The idea being that when you buy a phone on Flipkart, you can be sure you are getting the best features in your budget as well as the convenience of exchanging your old phone at great prices, right at your doorstep.”

    The campaign comprises a series of two films that depict the choices that consumers make before they buy a smartphone and how Flipkart is the best solution for making the smartest choice. In one film, the protagonist goes on to brag about a new phone that he has purchased which contains all the latest specifications. But his claims take a beating when he is made to realise by his friend that he has paid a hefty sum for the phone as compared to what is being offered on Flipkart.

    In the second film, the protagonist is shown talking about how he spent a lot of time and effort in finding a good selling price for his old phone. His friend mocks him for not choosing to exchange on Flipkart – where he would have got a good deal, all from the comfort of his home.

    Highlighting the campaign thought, Rajesh Ramaswamy, Executive Director, Lowe Lintas said: “People love to show off their latest smartphones. They are also usually confident that they’ve got the perfect exchange price for their old phones. Working off these insights, we decided to set the latest Flipkart mobiles campaign in a gym – a place where there is usually no shortage of people looking to show off more than just their muscles! Across two films, the gym stud who is proud of his new phone and the guy who’s confident that he’s got the perfect exchange price for his old phone, have their bubbles burst by their savvy friend, who knows that the smartest way to buy smartphones is on Flipkart.”

  • Pensol campaign shows what dreamers could do

    Pensol campaign shows what dreamers could do

    MUMBAI: Pensol as, created by SoCheers Infotech, aims to create awareness about the quality lubricant products Pensol have been offering over 50 years.

    Pensol is into manufacturing of quality oil and grease solutions over the last 50 years. They have launched their first ever digital campaign #ChaloDuniyaChalaye which displays an emotional bond between a father and son along their road journey to Ladakh. 

    The audience will see this campaign across digital platforms like Facebook , Instagram and Youtube.

    Conceptualised by SoCheers, the two-minute video ad targets bike lovers who treat their bikes like their family with love and care just as son and his father in the ad. The central theme of the campaign revolves around the relationship between a father & son. Through different scenes, we see flashbacks of their relationship over the years and how not much has changed even though they live far apart from each other now. What the ad wants you to take away is that from your first bike ride to your first bike, your father has seen you grow into the man you are today. Through their bike & life journey in Ladakh, we see the passionate father-son duo using their trusted quality engine oil, Pensol, for their bikes.

    Pensol vice president Pulkit Khemka states: “Quality oil on a long bike trip is of utmost importance. Keeping that in mind, we shot in Leh-Ladakh, one of the most famous destination for bike lovers.”

    SoCheers video production head Mehul Gupta added, “Through this campaign we are looking to provide an emotional medium that serves the purpose of harping on the importance of quality engine oil & the number of years Pensol has been around & built trust in the industry.”

  • Mufti’s digital campaign triggers sale

    Mufti’s digital campaign triggers sale

    MUMBAI: Mufti’s pre-GST sale kicked it up a notch with its digital campaign #MuftiSpinTheDeal, leveraging on social media reach and converting its online audience into actual customers through store visits.

    The objective was to convert online audience into actual buyers during GST promotions for the brand, leading to boost in footfalls and consequent sales at stores.

    Mufti manager – future businesses Sonakshi Khushalani, “Employing digital media in creative and strategic way can prove to be prolific in reaching out to wider audiences and attracting more sales.”

    The agency combined all current offers in-store into a simple creative in the “Spin-The-Wheel” format with the help of GIFs.

    The idea was kept simple where people were asked to take screenshots of the desired sale they were interested in mentioned on each spoke of the wheel. Followed by users being asked to share the screenshot with the brand through direct messaging feature on Facebook, Twitter and Instagram, to earn an additional discount.

    CogMat CEO Mitchelle Carvalho says, “The idea has effectively driven sales. It enticed Mufti audience with online engagement and incentive.”

  • ITC TVC: ‘Engage’ in playful chemistry

    ITC TVC: ‘Engage’ in playful chemistry

    MUMBAI: Engage, a fragrance brand, has unveiled a new thematic campaign to introduce its range of pure intense perfume sprays for men and women. In this new television commercial, Engage reflects on its brand core to capture the intrigue and excitement of couples in love, engaging in playful chemistry. It highlights the pulse points in the body that are best for spritzing and make the fragrance last longer.

    The film directed by Whitelight Films’ Subir Chatterjee, explores an important aspect of desire. The TVC opens with a woman standing in front of a mirror. She picks up a bottle of Engage perfume and sprays a little on the nape of her neck. Instantly, a man’s reflection appears in the mirror. He gently places a kiss on her neck where she sprayed. But as she turns to look at him she realizes that she is fantasizing. Fascinated, she sprays again on the other side of her neck and he is magically back again, planting another deeper kiss. She is now naughtily enjoying the game and sprays Engage on her wrist and eagerly looks in the mirror. This time he entwines his fingers with hers and raises it to his lips and she simply tilts her head enjoying the moment.

    Meanwhile in the man’s room, Engage kindles a similar fantasy of playful romance. As Engage envelops him in its fragrance, the woman’s hands glide over him. They can’t wait to bring the fantasy alive and are excited to see each other. The film is a refreshing new take on playful chemistry and beautifully captures desire in courtship, romance and sensuality that the fragrance evokes. Where do you want to be kissed?

    J. Walter Thompson SVP & NCD Tista Sen said, “The new communication focusses on the longing and yearning that perfume can evoke in romance. Imagination and fantasy is captured through young lovers who cannot wait to meet. Perfume on the pulse points heightens ‘playful chemistry’ which is the raison d’être of the brand and brings lovers together through a powerful line that says it all: where do you want to be kissed?

    When a fragrance is applied on the pulse points, the fragrance tends to diffuse more due to the heat of the blood on the pulse points such as wrists, ankles, belly button, behind the ears, neck, etc. Fragrance is a volatile blend and warmer parts of the body will make the notes diffuse as well as form an intense trail wherever you go. Engage Perfume Sprays with heart and base notes of amber, wood and musk tend to linger on the skin much longer.

    ITC CEO – personal care products business Sameer Satpathy  added, “Engage is synonymous with the proposition of ‘playful chemistry’, and the new thematic campaign ‘The Fantasy’ further reinforces its strong credentials as a perfume of choice for couples in love. With the evolving attitude and lifestyle of consumers, the segment offers an enormous opportunity to educate and drive category growth. Spritzing on pulse points is an important aspect rooted in the core of desirability and a perfume spray’s functionality”.

  • ‘McCafé for everything’ digital campaign launched

    ‘McCafé for everything’ digital campaign launched

    MUMBAI: McDonald’s India has rolled out a thematic, digital-led campaign ‘There’s A McCafé For That’. Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there’s always McCafé for it. 

    Need a break from shopping? Meeting a long lost friend? Celebrating a good exam result? Dealing with a break up? Sympathising with a friend who has broken up? Want to blow the first-ever paycheck? There’s a McCafé for that, and more.

    The new film, that will be launched on digital and social channels, uses chalk animations cleverly interspersed with food and beverages from the McCafé menu. A fun, catchy song the film also lends itself to the film. Apart from digital, the campaign will also have touchpoints on social media, radio and in-store.

    Present in over 121 locations, McCafé has been delivering a unique experience to coffee connoisseurs with coffee made from cent per cent Arabica beans. The brand extension offers an assortment of over 30 beverages ranging from handmade specialty coffees and iced coffees to smoothies, iced splash beverages and share shakes. Catering to everyone alike, McCafé stays true to brand McDonald’s core value: of celebrating life’s moments over great food and beverages, however big or small. The new campaign has been conceptualized and executed by Leo Burnett India.

    McDonald’s India SVP – strategy, innovation & capability Seema Arora Nambiar  said, “Since the launch of McCafé in 2013, we have seen tremendous growth and received an overwhelming response from our existing customers. As a brand extension, McCafé offers great handmade coffees and beverages that connect with the consumer need for having more options with their food. It adds a new segment of customers who have higher affinity for premium coffee or the other specialized beverages that we serve.”

    Leo Burnett South Asia chief creative officer Rajdeepak Das said, “McDonald’s has always been a happy, joyful brand, and McCafé is the perfect extension of this intrinsic happiness. People come to McCafé to celebrate everything going on in their lives, over a beverage – highs and lows, love, romance, friendship, reunions. Every item on the McCafe menu means something different to each person, and has a story. The execution of the film also weaves this thought in beautifully. To me, this is HumanKind work that makes viewers feel a strong emotion; happiness, in this case.”

  • Dhoni narrates old bat & new Orient LED story

    MUMBAI: Orient Electric, a part of the USD 1.6-billion CK Birla group, has launched an integrated advertising campaign with its long-standing brand ambassador MS Dhoni for its range of LED Battens.

    The campaign features a TV ad that shows Dhoni being playfully picked on by his niece for not putting an end to the misery of flickering tube light and upgrading to Orient LED Batten which comes with ‘No Choke, No Starter and No Flicker’, and ensures better lighting with significant cost savings.

    Orient Electric is spearheading this campaign to create awareness and trigger replacement of age-old conventional tube lights with LED Battens. The TV ad will be strongly flanked by print and radio advertisement and active engagement through digital touch points.

    Orient Electric head brand & corporate communication Anshuman Chakravarty said, “It all started with our quest to find what’s next after LED Bulbs. The second biggest consumer lighting product even today is the conventional tube light with its choke, starter and its impending problem of flickering, which we all have faced in our lives. We realised that our communication around LED Batten ‘No Choke, No Starter and No Flicker’, could be a potential game changer.”

    Contract Advertising executive creative director Mayur Hola said, “This one lit a bulb straight away. The brief was crystal, we knew the exact bone of contention (a flickering tube light) that needed to be played up. And we went straight for it, MSD in tow.”