ITV

Category: Ad Campaigns

  • I-Day: Hero salutes true heroes behind heroes

    MUMBAI: Hero MotoCorp has rolled out its Independence Day campaign with its third edition of #HeroSalutes. The campaign has been conceptualised by Law & Kenneth Saatchi & Saatchi and has been on-air from 11 August.

    #HeroSalutes is an attempt to bring the nation’s attention to the real heroes of the nation who are with the armed forces be it the army, navy or airforce. While last year, #HeroSalutes urged the nation to show respect and regard to our nation’s soldiers at all times at all places by saluting them, this year Hero has extended the sentiment to their families, the heroes behind the heroes. Families who miss out on their loved ones because they are away serving the country. And their absence becomes more evident on special occassions where they are missed most like the opening story of the film; a young boy who is missing his father at a football match while he notices all other fathers of his team-mates cheering for them on the field.

    Law & Kenneth Saatchi & Saatchi joint national creative director Rahul Nangia added, “How does a child, whose parent is away serving in the armed forces make sense of their absence? That’s heroism too!”

    While the film peaked on-air on 15 August, and screened in theatres, the campaign also had full page print ads in leading national dailies on 15 August as well and was supported with digital engagement on social media with unprecedented views and likes.

  • Asian Paints adhesives TVC – a humourous take on ‘joints’

    MUMBAI: Have you met Vicky Contractor? It’s time to tune in to the engaging digital film that presents Asian Paints’ range of adhesives catering to carpenters and contractors. 

    The campaign revolves around the good-natured, diligent and ambitious Vicky Contractor. With a tagline like ‘Choice Tarakki Ki’, the film leaves a pertinent message about making progressive choices.

    Created by creative agency McCann, the digital film traces the journey of Vicky portrayed by Nawazuddin Siddiqui who begins as a carpenter alongside his brother. With interesting moments, it showcases how the choice of using Asian Paints adhesives is what propels Vicky to greater heights unlike his brother.

  • Kesh King TVC shows use of herbs

    MUMBAI: Kesh King, an ayurvedic hair care brand from the house of Emami, is launching its ‘new brand film’ reinforcing its leadership. Positioning the brand as the ‘King of Ayurveda,’ the new film re-emphasises on the strong ayurvedic heritage of the new and improved formulation.

    Directed by noted ad film maker and film director Pradeep Sarkar, the film focuses on how the new and improved Kesh King is prepared, using 21 rare ayurvedic herbs such as Bhringaraj, Amla, Neem, Haritaki, Nagkeshar, JapaPushpaetc which are procured from their original sources and blended by using ‘Tel Pak Vidhi’ technique as prescribed by ayurvedacharyas for ages.

    Targeted towards both men and women in the age group of 25- 45 years who lead a busy life burdened with their hosts of responsibilities that leaves little time to take care of themselves, Kesh King comes as the trusted and in-depth solution to their various hair issues like hair fall, dry and brittle hair, dandruff, weak hair and split ends.

    The film showcases how the brand has touched the lives of many across India and boosted their confidence by providing effective solution to their nagging hair woes.

    Emami director Priti A. Sureka said, “Kesh King Oil is a leader with a market share of 34 per cent in the ayurvedic oil market of India which is worth around Rs 7.25 billion. With the film, we aim to underline the brand’s leadership in its category.”

  • Badshah campaign unites Indian & Pak recipes

    MUMBAI: In recent time, we have seen a tremendous increase in the divide between India and Pakistan. Be it ideological, diplomatic, or military, these two countries spar on almost every front. In the lieu of these tensions, Badshah Masala’s #HumareYahan Campaign has tried to decrease the ideological divide these two countries. #HumareYahan pushes notice to how certain traditions between India and Pakistan are similar and how these two sister countries are related. 

    The scene opens to a bedroom cluttered with bags and clothes. Manno’s daughter, Dimple, has just returned from the US and is settling back to life in Mumbai. While she is showing her mother pictures from her time in US, a picture comes up wherein Dimple is posing with a boy. An intrigued Manno asks Dimple who the boy is and she reminds her mother about her friend, Saad. Manno immediately recollects that Saad is a Pakistani boy and taunts her daughter with the same. Dimple shuns her taunt and Manno heads towards the kitchen to cook. Dimple then coyly asks Manno if she could go to meet Saad as he is in town and Manno is hesitant for the same. After much deliberation, Manno agrees to the lesser of two evils and asks Dimple to invite Saad over for dinner. The video cuts to the evening, wherein a well-dressed Saad rings the bell to Dimple’s house. What happens next will amaze Manno: 

    Jhaveri Industries MD Kailash Jhaveri said,”As we are inching closer to a 70th Independence Day, there is no better time to contemplate the ties between these two countries. We are trying our best to close this divide by starting a conversation over something that no one would decline – Swaad.” 

    Jhaveri Industries managing partner Hemant Jhaveri adds, “Badshah Masala has always been involved in forming connections through food. From the very beginning of this company, we have looked at food as something that can bring people from everywhere together. We are glad that we are taking this opportunity to provide another outlook to the current scenario that our country is facing.” 

    Gemius creative head Anushree Pacheriwal said, “It has been an incredible experience working for this campaign. From the very start, we were certain that this message needed to be out there, and that shaped the direction that this campaign took.”

    The campaign is by Badshah Masala conceptualised by agency Gemius and creative head Anushree Pacheriwal, Story, Saurabh Pacheriwal. The production house is 50mm Media Productions and Director & DOP is Saurabh Desai and Ankit Mavchi. 

  • Duroflex TVC shows how to Energise your day

    MUMBAI: Duroflex has rolled out a campaign to announce the launch of its latest range – Energise. The campaign will be rolled out nationally and, apart from TV, the brand also has plans to have a campaign spread across outdoor, print and digital. 

    The Energise range of mattresses, has been developed specifically for people who lead an active lifestyle. It comes with a unique Active NRG Layer, which helps one get an active sleep at night so that the consumer wakes up energized. To support this claim, the brand has come up with the campaign ‘Ready for Tomorrow’ which has been conceptualized and developed by Bangalore based Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network.
    The film has been produced by Nirvana Films and directed by Prashant Madan.

    Duroflex director – marketing said, “An innovative product like Energise, innately demanded innovative messaging. Happy’s keen sense of consumer insight, creative prowess combined with superior execution has resulted in a creative / TVC that is not just innovative but inspiring, category breaking and captures the essence of Energise.”

    On the campaign, Happy mcgarrybowen CEO Kartik Iyer said, “It’s always a pleasure when a client gives you a free hand to break the codes of a certain category. I don’t think any brand has looked at mattresses in this way. Innovation lies at the heart of the product.”

  • SRK & Gauri break gender stereotype in D’décor campaign

    MUMBAI: Dharma 2.0, the young creative unit from Dharma Production stable, recently bagged the mandate for D’Decor’s new ad campaign – ‘Touch of Love’. While showcasing the wide array of D’Decor’s designs and qualities, the campaign focuses on the new line of product highlighting softness and comfort. The campaign has been conceptualised and produced by Dharma 2.0. 

    The TVC features Shah Rukh Khan in the role of a home-maker, arranging the bedding with the D’Decor bedsheets, while Gauri Khan is busy at work. On this premise, the TVC brings to life the soft essence of love that the brand brings to its luxurious fabrics.

    Dharma 2.0 head Punit Malhotra said, “As this was the first product led campaign from D’décor, we had to introduce the new range in a way which is compelling and also stays true to the brand’s core value. With ‘Touch of Love’, we wanted to set up a fresh and relevant context for today’s generation. We did it by turning the clichés around and subtly breaking the societal stereotypes. I am happy by the way  the campaign has turned out and hope to continue this association with D’décor in future as well.”

    D’Decor MD Ajay Arora shared, “As a brand that deals in luxury fabrics, we wanted our TVC to capture that essence of D’Decor. Dharma 2.0 has created a lot of buzz in the market, for its excellent work. They understand our objective behind the campaign and have put their best foot forward in delivering excellent results.”

  • Mondelez & Carat bring live #RealDosti campaign

    MUMBAI: Mondelez India, part of Mondelez International, a leading global snacking powerhouse, partnered with Carat India to launch an innovative campaign to celebrate Friendship Day on 6 August.

    Titled “#RealDosti”, the campaign promoted Mondelez’s flagship brand Cadbury Dairy Milk amongst the digitally-engrossed youth of today who have forgotten the taste of the real world.

    Consequently, the brand in partnership with its media agency Carat India and its creative agency Ogilvy India, built the campaign on the concept of “Adda”. For the record, an “Adda” is an informal conversation among a group of people, often for hours at an end, and usually accompanied by food.

    As part of the campaign, Mondelez joined hands with MTV India to create “the Adda” for college students across Mumbai. To celebrate Friendship Day, the “Adda” was held at the Sofia College on August 4. The celebration featured popular MTV Youth Icons interacting with Gen Z and ending with a performance by the ‘Raghu Dixit Project’, a contemporary Indian folk band based in Bangalore.

    Interestingly, in an attempt to get the digitally addicted youth out into the real world to experience this ‘live’ campaign, Carat India activated maximum digital touch points where the youth spend most of their time.

    The campaign was launched on Facebook by creating a profile picture filter of Cadbury, a first-of-its kind for CPG brands in APAC and Globally for Mondelez. Carat also partnered with Google to kick start the latter’s global innovative concept Vogon in India. Through Vogon, a contextual video targeting programme, Cadbury Dairy Milk activated contextual messaging on popular genres consumed by youth on Youtube.

    Meanwhile, #RealDosti is also smartly targeted the youth through WIFI inventories in Mcdonalds, Dominos and Café Coffee Day, amongst others. Carat also activated Zomato and Bookmyshow with precise messaging for the youth who are highly dependent on popular apps for culinary and cinematic exploration.

    Additionally, Cadbury Dairy Milk and Ogilvy also developed an array of snackable digital content, sourced through multiple popular social handles for increasing consumption and ‘sharability’.

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  • Ambi Pur’s new TVC gives solution to musty monsoon woes

    MUMBAI: Ambi Pur’s smelly to smiley campaigns have always challenged and conquered the toughest and most pungent odours in a real-time set-up with live experiments.

    While monsoons have always stood for happy, fun times, growing up brings us face-to-face with monsoon-related issues. Akin to the advertisement format that has become synonymous to Ambi Pur, the new TVC is a real-life experiment at a real consumer’s home, where a unique sensorial challenge is conducted.

    After all, how often would you come across people with blind folds and pegs on their noses?

    This interesting play on the senses reveals that a home, which may look immaculately clean, may, in reality, be perceived as unclean because it is doused with the damp monsoon odour. This TVC, conceptualised by Grey Group, features brand ambassador Boman Irani who presents a reality check in context to the damp, lingering odours that specially torment during monsoons.

    The TVC positions the new and improved Ambi Pur, with odour-clear technology, as the perfect solution to restore freshness to your favorite season.

    The recently released findings from a survey conducted by AC Nielsen, commissioned by Ambi Pur, unearthed the extent of suffering that these damp, musty odours impose on all of us. In fact, nine out of every 10 women (surveyed) felt that monsoons bring issues within the household such as drying clothes inside, that lead to a musty damp odour.

    P&G Home Care India brand manager Nidhish Garg comments: “To drive awareness regarding the New & Improved Ambi Pur with patented odour-clear technology, we have launched the 3rd leg of the very popular Smelly to Smiley campaign. The brand stays with its ideology of putting the product to torture tests against relevant odour issues, and this time we take on the musty odour that all Indians face during monsoons.

    The TVC captures live reaction of a consumer who experiences the monsoon odour when visiting a friend’s home that looks perfectly clean. The same consumer sees Ambi Pur in action and how it completely eliminates the monsoon odour as opposed to temporarily concealing it with a fragrance.

    Irani adds, “Monsoon is my favourite season but we all know the challenges that come with it, right from drying clothes inside to the rigorous cleaning regime. The new TVC shows that the house that looks clean may not actually smell clean due to the overwhelming moisture-heavy air giving out a feeling of lack of hygiene.”

    The new & improved Ambi Pur uses a distinct formulation that focuses on odour removal, not just on emitting the fragrance. P&G has created a trademarked ‘Odour-clear technology’, which has been brought to India in July.

  • Dairy Milk & MTV host Friendship Adda, release TVC

    MUMBAI: Cadbury Dairy Milk would be celebrating Friendship Day at a unique Cadbury Friendship Adda on 4 August at Sophia College, Mumbai. In association with MTV, a number of engagement activities, musical performances by college bands etc are planned. 

    Popular Indie band The Raghu Dixit Project would be performing at the Adda. With the message of #RealDosti at the centre of the communication, Cadbury Dairy Milk will be taking the message of urging the youth to celebrate Friendship Day through digital innovations of contextual messaging on Youtube and having a Friendship Day filter on Facebook. The message would be amplified across youth touch-points, media elements and social platforms through Live sessions and engaging content. 

    Mondelez India director – marketing (chocolates) Prashant Peres said, “The friendship day is a collective and one of the more popular occasions amongst the youth in schools and colleges. We wanted to use this as an opportunity to remind the digital savvy youth that Friendship Day could be a great opportunity to meet their friends in the real world. The thought is to get the youth off social media, and get them to meet, greet and wish friends in person this friendship day.”

    The launch of the limited edition Cadbury Dairy Milk will be supported by a communication campaign that includes a new TVC, as well as outdoor, print and digital campaigns targeting the brands core target audience i.e. youth.  The new TVC conceptualised by Ogilvy & Mather, Mumbai, begins with the scene of a college campus where two friends meet in the morning on friendship’s day. While one of the friends is busy responding to the friendship day messages on her phone, the other friend is immersed in relishing a Cadbury Dairy Milk chocolate that she has been gifted. A moment of realisation dawns upon her as she then hands over a Cadbury Dairy Milk to her friend as a gift, urging her to get off that phone and make real connections this Friendship’s Day.

    Ogilvy & Mather ECD Neville Shah said “The world today is about digital connections. We’ve lost the pleasures of actual connections. Friendship day seemed like the right day to remind people that while the digital exists, it may be nice to meet your real friends in the real world. And placing Cadbury Dairy Milk at the heart of the story, implying that real friends celebrate together with a CDM.”

  • Alia Bhatt tries BlueStone at home in new TVC

    MUMBAI: BlueStone.com has launched a campaign to promote its unique ‘Try At Home’ experience with its first and newly appointed brand ambassador, Alia Bhatt. The campaign, spread across multiple media, elucidates the brand’s proposition with a touch of enticement from Bollywood’s next generation superstar.

    As part of the new campaign, the online jewellery brand has launched a TVC, featuring the young and vivacious actress, who exemplifies the spirit of picking the finest in jewellery. The 40 second Ad film portrays her as a fervent shopper who enjoys every moment of the unique ‘Try At Home’ experience offered to her by the jewellery brand before making her purchase. Key aspects that grab the viewer’s attention include the element of convenience and a choice of the trendiest designs in contemporary fine jewellery offered by the brand.

    Apart from being present across all leading television channels, the campaign will be visible in Print, Digital and Social Media outlets with OOH presence in select cities.

    Narrative: The film opens with Alia in a plush room with a vanity mirror and a BlueStone.com jewellery box that is the center of her admiration. She picks a pair of earrings and tries them on, while taking a sophisticated glance in the mirror and pulls her hair up to make herself look elegant with a queen like dignity in her manner. She goes on to try more earrings, a necklace, perhaps a bracelet and adorns different personalities in the mirror with each try. All along, a gentleman from BlueStone.com waits patiently outside her door, he is the brand’s ‘Try At Home’ executive. An assistant reminds Alia about the gentleman and she returns to him only to be fascinated by another selection of jewellery that catches her attention. She takes off once more unhurried and dignified to her room to try the new collection as the executive settles back in his chair.

    The TVC has been conceptualized and executed by Contract Advertising in association with Dharma 2.0 and the music has been directed by Abhishek Arora.

    BlueStone.com founder and CEO Gaurav Singh Kushwaha said, “Our ‘Try At Home’ service has helped us connect with our customers at a personal level, raising the bar on the overall jewellery shopping experience. Over 20% of our consumers shop from us by trying on the jewellery at the comfort of their homes and we intend to boost this unique service further. Alia’s role as a vivacious and style conscious shopper, perfectly complements the profile of our young and dynamic consumers, who will identify with her experience.”

    Contract Advertising national creative director Ashish Chakravarty said, “When we were told about BlueStone’s try at home service the ladies at the agency wasted no time in requesting for a trial. There was a conference room full of girls and jewellery, all in the name of research of course. Their delight and excitement at the gold coming over is what led us to this fun space of Alia goofing around with jewellery in complete privacy. Something one can’t do in a showroom under the glare of sales people and spotlights. The styling, Alia’s effortless charm and of course the awareness of the service via this spot will have a lot of fine jewellery home delivered and tried on in the near future, we feel sure.”

    Dharma 2.0 director Shakun Batra said “While every other brand wants to focus only on beauty, they were most keen on the story and fun quotient of the ad.” Dharma 2.0 producer Punit Malhotra said “It was a fun campaign. I think it’s this energy that translates to the film as well.”