ITV

Category: Ad Campaigns

  • Livpure RO TVC featuring Sachin Tendulkar goes on air

    MUMBAI: A clean source of water is the primary requirement for any household. With the onset of monsoon safe drinking water is of utmost important so that we can protect ourselves and our families from various water borne diseases. Making this its sole objective, Livpure, a leading brand in water purification industry in India has come up with Livpure Smart RO water purifier.

    The 25 seconds TVC revolves around Sachin’s concern about how impure drinking water adversely impacts the dreams and aspirations of India’s future generations. After all, if all the future Sachin’s fall prey to the health hazards of impure water, who will play for the country? And as a bigger message, Sachin urges the entire nation to protect these young dreams by giving them access to clean drinking water, thus encouraging the nation to use Livpure RO water purifier.

    The concept of the film comes from the insight of how consuming impure tap water, has led to in numerous health problems in India. And for kids, who are the most vulnerable, these health hazards directly affect their ability to pursue their dreams. As a result, India is losing a lot of potential talent that could’ve contributed to making the nation great. Thereby, the ad campaign highlights the importance of pure drinking water to safeguard the dreams of future India.

    Livpure director – marketing Sushil Matey commented that the entire communication in the water purification space is rather generic. We wanted to educate all by making a larger statement that consumption of impure water leads to chronic illnesses & hence limits the growth potential of India as a nation. Sachin is being used as a protagonist to urge nation to drink purified water.

    Famous Innovations founder & CCO Raj Kamble stated: “More than just creating a good ad, we wanted to create a compelling movement, focusing on a topical societal issue – kids not being able to fulfil their dream because of impure drinking water. The end phrase ‘Come-on India, Livpure’ is a clarion call by Sachin.”

  • #SpreadSmartness with Future Group’s Eid celebration

    MUMBAI: Brand Factory, India’s fashion discount chain, part of Future Lifestyle Fashion presents its latest campaign called #SpreadSmartness this festive season.

    The brand has launched a TVC called ‘Mir Ki Eid’, conceptualised and created by Karma – Division of DDB Mudra Group. Picturing a family celebrating Eid, the TVC narrates a tricky situation faced by the protagonist, ‘Mir’ when he meets his in-laws and how Brand Factory comes to his rescue.

    Rendering a fresh perspective, the campaign uses situational humor to communicate that shopping at Brand Factory is the smartest thing to do. Adding an element of surprise, the TVC also promotes the special Buy 1 Get 1 offer which is on during Ramzan in a very interesting way.

    Speaking about the campaign, Roch D’souza, CMO, Brand Factory says, “Keeping the tradition of infusing humor in real life situations, through this campaign we have tried to portray a modern take on gifting during festivals. As a brand, we want to be relevant in the lives of consumers during the festive season and give them an experience of the Best Brands at Smart Prices.”

    Talking about the creatives of the campaign, Sanjay Panday, Business Partner Karma (Division of DDB Mudra Group) says, “We opted to portray a different perspective of shopping during festive occasions, rather than the typical emotional festive narrative. Whilst humorously showcasing the festive moments shared by families, the campaign encourages them to spend their money wisely by making the most of the best prices at Brand Factory.”

    The campaign will be extensively promoted on television, OOH and all social media platforms. Buy 1 get 1 free offer is valid from 14th to 25th June across all Brand Factory outlets in the country.

  • Mother Dairy Chillz is too good to share in new TVC

    MUMBAI: Leading milk and milk products player, Mother Dairy, is all set to launch a new television commercial (TVC) for its Chillz range of ice creams, targeting the peer group  – emerging consumers of India. 

    The new TVC with the tagline “Aapke Liye. Sirf Aapke Liye!” highlights the fact that these delightful ice creams, made of real milk are so delectable that it makes them  too good to share.

    The TVC will be aired starting from 9 June, 2017, and will also be available on YouTube and on the Company’s social media pages. 

    The campaign has been conceptualized by Ogilvy & Mather, Gurugram, while the production has been executed by Chrome Pictures.

    TVC Plot: The TVC opens in a college cafeteria, where a young girl is sitting with Mother Dairy’s Chillz ice-creams, and her boyfriend steps in casually grabbing one of the ice-cream bar from her hand. Just as the guy is about to take a bite the girl innocently asks “Aaj movie ya bowling, Venky?” Confusingly, the guy looks at the girl asking “Who is Venky?”. Pretendingly, the girl says “sorry, Krish!”. 

    The guy becomes even more perplexed and enquires yet again and the girl again calls him with some other name and it continues.  With a sad confusing expression the guy slowly hands over the ice-cream bar to her and storms away. 

    The girl, gleefully grabs the ice-cream bar and looks delighted to have both of Mother Dairy’s Chillz ice-cream. In a matter of 30 seconds the TVC connects with you and makes you want to have that delicious creamy ice cream made with real milk.

    The new TVC is created with an insight to beat the heat with Mother Dairy’s Chillz range of ice creams. The unique product format of Mother Dairy ice creams are such that they provide an immersive multisensorial consumption experience and are meant primarily for individual indulgence. Added to this mix is a great ingredient story of these ice creams being made with real creamy milk and an abundance of chocolates, nuts, almonds and more; all of which truly make it a delight for the taste buds and an indulgence that is simply too good to share. While many may share a lot with their near ones, but ice creams, it turns out to be “Aapke Liye. Sirf Aapke Liye!”

    Speaking on the Campaign Mother Dairy Fruit & Vegetable GM – marketing (Dairy Products) Randhir Kumar, said, “We are targeting consumers who are fond of Ice-creams which are best to resist the heat in scorching summers. With growing urbanization and exposure to global trends, the consumer expectations have also evolved. As a consumer centric orgnisation, we take the the onus of meeting those expectations on us. Mother Dairy’s Chillz range of ice creams offers bars and cones that are made from real creamy milk and superior ingredients, to truly delight their taste buds and entice consumption.”

    Ogilvy North president Kapil Arora added, “One of the best things about Mother Dairy and its range of delightful Ice Creams is that they are made with real ingredients of the finest quality, that are added to it in abundance. Our creative idea revolves around the simple truth that these ice creams are so delightfully indulgent that they aren’t meant to be shared; Mother Dairy ice creams ‘made for you, and only you’.”

  • Stand-up comedians inspire you to #BeLazy in new campaign

    MUMBAI: PayU India, a leading online payment service provider, has launched an innovative digital and marketing campaign #BeLazy, to promote their deferred payment feature ‘LazyPay’. The campaign includes one of its kind content-led brand films created by leading creative agency – The Glitch, featuring popular stand-up comedians of the country such as Cyrus Sahukar, Hoezay Covaco, Varun Thakur, Jeeveshu Ahluwalia, Kaneez Surka and others. The campaign also includes some outlandish social media outreach programs, ATL activations and unique customer engagement activities.

    LazyPay is a first-of-its kind premium deferred payment feature for consumers. It is a product aimed at those who recurrently transact digitally for any amount up to INR 2500 where they have an option to pay later. The aim of the product is to drive faster purchase experiences and convenience by reducing friction on online checkouts and achieving a zero-drop situation for online payments. It is a convenience product for anyone to pay later and the facility could extend for amounts from INR 3000 and even up to INR 10,000, depending upon customer behavior. It appears as a payment option at the time of checkout on websites and apps integrating the product. LazyPay provides users a deferred payment facility for 15 days with a transaction limit decided as per the purchasing behavior of every individual.

    PayU India’s campaign for LazyPay aims at a very strong understanding of their consumer base and has thus adopted a strategy which is content led that connects humor and proposition through effective media choices along with smart communications that customers can relate to. The first film of the campaign has gone live today. 

    Excited about the new marketing campaign, Abhijit Bhattacharya, Head Marketing – Consumer Business, PayU India, said “The #BeLazy brand films and campaign positions LazyPay as a catalyst of convenience and connects with the millennials in India who are always on the go and need a platform that’s convenient, quick and can help them ‘buy now pay later’. We have imbibed learnings from real-life situations and used product innovations to solve for them.”

    He adds, “The entire campaign has been conceptualised with the insight that today, being lazy is not a vice anymore; in fact being ‘Lazy is cool’. The campaign will be spread over two months and includes eight brand films”

    LazyPay is the perfect example of PayU’s philosophy of simplifying the online payment process, wherein they separate the purchase and payment experiences and provide a hassle-free deferral payment facility to the consumer.

    “With this new campaign we will roll out interesting LazyPay merchandise and innovative consumer connect activities. The focus of the campaign is to spread awareness of the launch of PayU’s deferral platform and to inform the consumers on how, each of its feature, which are in turn beneficial to them for their day to day activities” added Abhijit.

    Commenting on the launch of the brand films, Varun Duggirala, Content Chief, The Glitch, “LazyPay is a platform that inherits the fact that laziness is a trait in every human being and emphasizes on & celebrates the aspect of being lazy. This product is basically for people who prefer convenience while making an online purchase. Hence, we have tried to keep these brand films in the ‘advertainment’ category which is a combination of advertising and entertainment. We have tried to leverage the popularity of stand-up comedians from across the country which people can instantly relate to. Glitch has selected the best people for the job and tried to make this a longer and wider campaign due to multiple stars.”

  • Gleneagles launches ‘S.O.O.N – Quit Tobacco’

    MUMBAI: Gleneagles Global Hospitals has launched ‘S.O.O.N – Quit Tobacco’, which is an acronym for — Save Our Organs Now on the occasion of World No-Tobacco Day. A month-long campaign aims to raise awareness on the ill-effects of smoking and consumption of tobacco.

    For a condition that can be treated and prevented easily through regular screening and consultation, the goal of this campaign is to reach as many people as possible. The word ‘S.O.O.N’ highlights the entire purpose of this launch which focuses on the need for reacting quickly and spreading awareness on the hazards of tobacco which not just affects the person himself but also the ones who’re around.

    Parkway Pantai CEO India operations Ramesh Krishnan said, “Our endeavour at Gleneagles has always been to create awareness around life threatening diseases and its causes. Through our nationwide campaign ‘S.O.O.N – Quit Tobacco’, we aim to reach out to the masses and urge upon the need of quitting tobacco; a step towards saving oneself from serious ailments. Through our series of initiatives, our focus has been on creating a movement to promote healthy living; ensuring quality healthcare services.”

    India is the second largest consumer and third largest producer of tobacco in the world. As per the WHO estimation, one out of two young people who continue smoking throughout their lives will lead to tobacco-related cancer. Smoking and consumption of tobacco affects almost every major organ like lungs, kidney, throat, mouth and breast which leads to morbidity and untimely deaths. Studies show that, with time, organs slowly recover from the damage post quitting.

    Through this campaign, Gleneagles Global Hospitals is spreading awareness on health risks from tobacco and the importance and the consequences of organ damage.

  • Cuticura launches ‘Simplifying skincare’ TVC

    MUMBAI: Cuticura recently launched a TVC. Like many iconic brands that have carved a niche space in the minds of the consumer, Cuticura shared the same problem of timeless brands – how to stay relevant?

    The new commercial features a young and fearless explorer, on a quest to unlock the secret of Ra; the Egyptian Sun God. On entering Ra’s tomb, she activates an ancient security device that fills the chamber with a grid lock of harmful sun’s rays. Undaunted, she gracefully negotiates them with a series of twirls and bends. And in the end is rewarded as the Statue of Ra yields its secret – Cuticura Talc. The young protagonist then sprays herself with the talc and walks out into the harsh desert sun smiling.

    TVC link – https://drive.google.com/file/d/0Bx8rGy2LMY_eNDFQaWtQM0toUUU/view

    The commercial is currently on air and is being supported by a campaign covering TV, Print ,Radio, Cinema and Digital media.

    Talc is still a well penetrated market in south India, yet it is stagnant. Cuticura with its new branding direction “Skincare Simplified” needed to give consumers a more ‘unique’ reason for using talc in the 21st century. That’s when the group Cholayil Private Ltd. decided to look into the sunscreen segment and the possibility to offer consumers a simpler and inexpensive sunscreen solution.

    “We see a significant opportunity for Cuticura to be developed as a skin care mother brand; with an immediate positioning of simple skincare solutions so that the consumer can maintain her natural beauty. This foray can be immediately led through the powder category with Cuticura Talc, which already has a very strong freshness based equity”- Cholayil Private head marketing & NPD Murari Srinivasa.

    Stark Communication and Cholayil worked closely to arrive at the communication that would take the Cuticura brand forward.

  • Marvel Tea’s face Kareena shoots new campaign in London

    MUMBAI: Noted Bollywood actress Kareena Kapoor Khan has joined hands with one of the biggest brands in India, Marvel Tea.

    The new TVC has been shot in London, across some of the most iconic landmarks such as Trafalgar Square Fountain, St. James Park, and Tower Bridge. The TVC begins with Kareena sipping a piping hot cup of Marvel Tea, looking refreshed and vibrant. The shots are interspersed with the process of a cup of Marvel Yellow Tea being prepared.

    Marvel Group CMD R.C. Jain says, “We thought of having a celebrity for our campaign who is as royal as Marvel Tea. I believe that no one can match up to Kareena’s royal and beautiful look and hence we decided to launch our campaign with the talented actor.”

    Brand ambassador Kareena says, “The brand association with Marvel Tea is very special, as it offers a taste than is unparalleled, which is why it has made a rightful place in the Indian beverage market.”

    Jain added, “This campaign is a true amalgamation of two very important personalities i.e. Marvel Tea and Kareena. With “Har Lamha Naya ho jaye” campaign we want to entice the audience with the great taste of Marvel Tea-Yellow. Apart from a 45 second television commercial, viewers on the digital platform will get to watch a making of the film which will be exclusive to social media and will go live soon.”

    The campaign is created by a team of globally acknowledged creative minds, including Mick Coulter, the Director of Photography who is Oscar-nominated and has previously worked on Hollywood movies like Sense and Sensibility, Notting Hill and Love Actually.

  • Wash United & Happy mcgarrybowen unite to bring about a change in social attitude

    MUMBAI: Wash United, an international non-profit organization and the initiator of the Menstrual Hygiene Day on 28 May, joined forces with Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, to create a digital-first awareness campaign in order to tear down walls of silence and stigma that surround menstruation.

    Wash United collaborated with spoken word artist Aranya Johar to create a compelling video called ‘To bleed without Violence’ along with Happy mcgarrybowen. The video features Aranya talking positively about the stigma around menstruation.

    Wash United managing director Nirmala Nair said, “Menstruation is a normal biological process. How is it possible that we cannot talk openly about something that is perfectly natural and without which none of us would exist? At Wash United, we constantly look for innovative solutions to create a positive shift in knowledge, attitude and behaviour and this campaign was one such effort. The campaign has sparked a conversation around the issue that has been much hushed about.”

    Happy mcgarrybowen MD and CCO PM Praveen Das commented, “I believe that the businesses we run are inextricably linked to the social-economic environments in which they function. Our firm belief in the merit of design thinking and problem solving around social causes has led us at Happy mcgarrybowen to set up an exclusive division for Social Behaviour Change Communication. This team currently focusses on initiatives for international NGOs such as Wash United, Swachh Bharat and Worldreader’s readtokids.com to name a few. We look forward to partnering with such organisations to create impactful programmes like we did for ‘Menstrual Hygiene Day’, in order to highlight the importance of such issues.”

    ‘To bleed without Violence’ went viral with 7.5 million views, in addition to being shared by Bollywood superstar Akshay Kumar in just four days. However, the true measure of success for this campaign was when the audience walked away educated and empathetic towards menstruation

  • Paisabazaar.com launches campaign

    MUMBAI: Paisabazaar.com, a marketplace for loans and cards, which has a partnership with Experian Credit Information, launched its TV campaign during the live broadcast of the India-Pakistan Champions Trophy match on Sunday, featuring several products offering customers a credit report along with monthly updates at absolutely zero cost.

    The campaign was conceptualised by the in-house team of Paisabazaar.com and was executed by K Silent Production. It is scheduled to be aired on Star Sports HD during the telecast of Champions Trophy games along with movie and news channels like Set Max, UTV Movies, AajTak, NDTV India etc.

    Paisabazaar.com CEO and Co-founder Naveen Kukreja said, “We, at Paisabazaar, are focused on spreading the message around the relevance of Credit Score. Credit Score not only determines whether an individual get a loan or not, but also decides the pricing of that loan. We have seen too many of our customers struggle to get loans in times of need because of a poor Credit Score. Through our TV and digital campaigns, we want to make people aware that every individual should be aware of his credit score and constantly strive to improve it.”

    Chief product officer Paisabazaar.com Radhika Binani said, “Our brand promise is to make personal finance decisions easy and convenient for India. By providing Credit Report absolutely free, we are ensuring our customers are empowered to take informed lending decisions and help them get best-suited offers. Along with the Credit Report, we provide free monthly updates of the report to help customers monitor their score.”

    The new commercials feature actors Sumit Raghavan and Amit Mistry.

    Paisabazaar.com Group director and head of marketing Sai Narayan said, “The campaign’s idea is to drive home the point that your chances of getting any type of loan depends on your Credit Score. On Paisabazaar.com, finding out your Credit Score is easy, instantaneous and free.”

    watch video below :

  • Datsun launches #VoteForChange to engage with young

    MUMBAI: Celebrating three years of fulfilling the dream of owning accessible mobility, building trust with customers and focusing on their needs, Datsun India launched a new brand campaign called #VoteForChange.

    The campaign’s objective is to disrupt the longstanding conventional wisdom concerning the small car segment. #VoteForChange is an innovative and light-hearted brand campaign which uses elections as a theme to reach out to the people and capture their attention. Elections are periodic opportunities for people to stand up, indicate their choice, and send a strong signal to those at the top. Elections force change, new leaders emerge, and the conventional order is disrupted. Datsun’s #VoteForChange campaign is a way for people to ‘declare independence’, particularly first-time car buyers, who have long experienced few choices in the small car segment, which has been dominated by major players.

    The Datsun #VoteForChange campaign, with its ‘candidates for change’ manifesto, speaks to Young India’s hunger for transformation and urges them to exercise their right to new choices through a series of planned social activations and innovative storytelling. Datsun believes the Indian small car segment has entered a period of transformation: car buyers want new choices.

    Commenting on the new brand campaign, Jerome Saigot, Vice President, Datsun India, said, “Datsun is a challenger brand and we have been competing with the established players in the industry for three years now. Our new #VoteForChange campaign was sparked by the notion of elections and choices. We believe that the secret to making a change is to focus positive energy–not on confronting the old, but building the new. Datsun aims to strike the right chord with young risers in India through this campaign.”

    The #VoteForChange campaign will consist of 360-degree multimedia activities including a series of television commercials, and a major social activation phase which has multiple TVCs featuring celebrity Vinay Pathak playing various quirky avatars.

    Elections in India have always captured the attention of the people in addition to being a powerful agent of change. Datsun India’s brand campaign aims to cut through geographical, cultural, and linguistic boundaries and invites people to actively participate in another process of change. #VoteForChange marks this period of transformation in the Indian small car segment and proclaims the time is right for car buyers to exercise their freedom of choice.

    Why settle for less, Vote for more

    Welcome the change India wanted

    The Datsun Party launch video

    https://www.datsun.co.in/voteforchange/thedatsunparty.html