ITV

Category: Ad Campaigns

  • Kirloskar campaign recognises ‘smile of joy’

    MUMBAI: Leading industrial engineering group, Kirloskar Group has been a silent yet successful enterprise touching the lives of many Indians every day. The brand is salient, and awareness about the group is quite high. However, what is not so well known is the fact that the brand touches our lives and it makes the world a comfortable place to live.

    Almost all the Kirloskar products are intermediate products and hence one never gets to see them in action. And when they work silently and reliably, one does not even notice their existence. However, the wide range of engineering products by Kirloskar play an integral part in everyone’s life.

    To communicate this thought, an ‘Omnipresent’ campaign was run last year which showed how Kirloskar touches one’s life at different stages, silently and reliably. Enhancing this thought further, Lowe Lintas, Pune conceived another campaign that communicates how it brings joy and enriches lives across customer segments. The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring. Thus the campaign idea of ‘Reverse Chain of Smiles’ was born.

    Commenting on the campaign, Madhav Chandrachud, President, Kirloskar Proprietary Limited said, “This is the sixth year of Kirloskar brand campaign in India and starting from ‘Engineering High-ground’ to ‘Positive Transformation’ to ‘The Invisible Yet Omnipresent’, the agency team has handled the communication seamlessly. Especially for engineering products, it’s critical that the communication is interesting enough for everyone to relate to. Also, the viewers need to emotionally connect with the brand without being burdened with the complex product stories. And when the brand is the leader, it needs to have a tone that steers clear of chest-thumping. We are happy to have a like-minded agency, partner us shoulder the brand custodianship over the years.”

    Rendered in reverse, the new campaign shows how with its wide range of products working across key sectors, Kirloskar brings a smile of joy on every face and, how one smile leads to another forming a chain of smiles. Starting from refrigeration compressors for ice-cream, to generator sets powering the telecom industry, to pumps that bring water for a bumper crop, Kirloskar is behind a million smiles, working silently and reliably.

    Speaking on the campaign thought, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said: “Kirloskar is a great brand. Very few brands command so much respect and trust from consumers. That’s why it was important for us to capture this trust and yet stand out. Tracking the source of a kid’s smile from an ice-cream to a field gave us the opportunity. The treatment might look simple, but it was quite challenging, both creatively and technically. A commercial in reverse is not something that you see or make every day. It was quite a challenge and fun to script, visualize, shoot and edit this film. Both creatively and technically.”

    The campaign will run on popular News and Infotainment channels and will be spread across two phases. The first phase begins from the first week of June and will run till August 2017. The second phase will commence from November 2017 to February 2018.

  • Nissan India launches IGNITE 2.0 campaign

    MUMBAI: Nissan India has launched the second phase of its IGNITE brand campaign with a focus on car enthusiasts ahead of the upcoming International Cricket Council (ICC) Champion’s Trophy tournament. A new TVC featuring John Abraham and Sushant Singh Rajput for the IGNITE 2.0 campaign was rolled out on 1 June.

    The TVC showcases both John and Sushant playing cricket across the country and driving the exciting models from Nissan’s model line-up to reach their destinations. Both of them enjoy cricket yet play it with their own rules, igniting excitment for the game. Nissan, a global brand that celebrates smart individuals and bold vehicles, strives to provide exhilarating experiences and inspire every Indian to take exciting new challenges.

    Nissan Motor India VP-Marketing Sanjay Gupta said, ”Nissan rolled out the IGNITE campaign last year ahead of the T20 World Cup and the campaign recieved a phenomenal response. This year we are launching IGNITE 2.0 with John Abraham and Sushant Singh, who resonate with the brand and love the game of cricket. At Nissan, we provide exhilarating experiences and want to inspire Indians to be bold and take on life’s daily challenges, and turn them into exciting rides.”

    The New IGNITE 2.0 TVC and outreach activities are the latest steps Nissan is taking to leverage its association with the ICC. In 2015 Nissan agreed to an eight-year deal with the ICC that further strengthens it ties with global sport. The agreement runs through 2023, and Nissan will be a global sponsor of cricket’s international torunaments, inluding the ICC Cricket World Cup, ICC Champions Trophy, ICC World Twenty20, and the Under 19 and Women’s and ‘qualitfying’ events. The partnership allows Nissan to bring its innovative and fan-focused approach to sport to millions of cricket-lovers around the world.

  • ‘TB Cough’ shows tobacco use fueling tuberculosis epidemic

    MUMBAI: India has become the first country to launch a national mass media campaign establishing the link between smoking and tuberculosis.

    India’s ministry of health and family welfare (MoHFW), has launched the world’s first national tobacco control mass media campaign to warn people of the increased risk of tuberculosis (TB) and dying from TB associated with smoking cigarettes or bidis, or being exposed to second-hand smoke.

    The campaign is centred on a Public Service Announcement (PSA) entitled “TB-Cough”, which has been developed and implemented with technical support from Vital Strategies.

    According to The Tobacco Atlas, nearly a quarter (23.2 percent) of adult males, 3.2 percent of adult females, 5.8 percent of boys and 2.4 percent of girls smoke tobacco in India. In total, more than 2,542,000 children and more than 120,000,000 adults in India use tobacco each day.

    “TB Cough,” launched to coincide with this year’s World No Tobacco Day, graphically shows that while a smoker’s cough tells the smoker they have a health problem, a persistent cough over two weeks or more could indicate that problem is TB, as smoking increases the risk of TB and dying from TB. It goes on to show a father smoking and coughing beside his daughter, noting that exposure to second-hand smoke brings the same risks. The PSA ends with the stark warning that “Every bidi cigarette brings you and those around you closer to TB.”

    The campaign will be broadcast for a duration of two weeks on all major government and private TV and radio channels, as well as community radio channels, in 17 languages, for pan-India reach.

    Vital Strategies president and CEO José Luis Castro commented, “Tobacco-related diseases and TB are socially and economically costly, representing real threats to development in India. Too many lives and livelihoods are being lost due to these health epidemics, so it’s important to show people that they can and should change their behavior to protect themselves and those around them. It’s also important that this campaign shows that bidis, which often escape proper scrutiny, are as harmful as cigarettes in terms of increased risk of TB.”

    Health experts have long known that tobacco products like cigarettes and bidis are associated with a higher risk of TB and dying from TB – for smokers, people exposed to second-hand smoke, and bidi workers. This is one reason why civil society is advocating for bidis to be included in the highest tax slab of the new GST, along with all other tobacco products.

    The 30-second long PSA was rigorously pretested with a target audience who found that “TB Cough” was ‘easy to understand’, ‘believable’, ‘made respondents stop and think’, and ‘made respondents feel more concerned’ about smoking around others. The PSA also made respondents ‘feel sympathetic to those with TB’, ‘made them feel concerned about symptoms of TB’, ‘made them more likely to visit a doctor if they had TB symptoms,’ and ‘increased their confidence to take TB medications if they got sick’. Overall, respondents understood the main message of the PSA and it resonated well with them.

  • Kopiko’s Durgesh connects with aspirations of young in small-town India in new TVC

    MUMBAI: Inbisco India is back on television with a new TVC for its premium and popular coffee candy – Kopiko, a power-packed, hard-boiled treat made with real coffee extracts.

    In the TVC, the brand introduces Durgesh, an endearing young man hailing from a small town. He is ambitious, highly motivated, and has dreams to make it big. He is the star of the commercial, promoting Kopiko’s mantra – ‘Jaage Raho, Aage Raho’ The TVC shows Durgesh stopping at nothing to achieve his goal. But a 24X7 always-on-the-job approach comes with its share of challenges. However KOPIKO is his dependable pocket-sized saviour that keeps him up and ahead in life especially during moments of need.

    Conceptualized by Leo Burnett, the TVC begins with Durgesh praying while holding a self-help motivational book in his hand. He is seeking blessings from successful and inspirational leaders from around the world. He does all this with just one goal in mind – to learn and win. In the next sequence, we see Durgesh in his boss’ cabin, being scolded and yelled at by his boss. However, this does not deter him but inspires him to work harder. We see Durgesh’s female colleague, Prerna, trying to get his attention, but he shuts himself from everything that distracts him from his goal.

    We see him burning the midnight oil alone in office even as others have left for home, working with dedication to prove himself. However, when the time arrives for Durgesh to prove himself in front of his boss and other international colleagues, he is seen dozing off. All the hard work and dedication that Durgesh put into this presentation was about to vanish in one moment when his biggest enemy, an ‘untimely snooze’, decided to show up.

    Enraged, Durgesh’s boss shouts at him, as we see Kopiko coming to his rescue. After popping Kopiko, Durgesh wakes up with new vigour and enthusiasm. This is the turning point of the TVC as we see Durgesh redeeming himself with this newfound energy. He confidently stands-up in front of one and all at the conference room and makes a smart statement that is received with applause by his boss and colleagues. The TVC ends with the message ‘Jaage Raho, Aage Raho’ as Durgesh is seen enjoying his moment with pride and joy.

    Speaking on Kopiko, Inbisco India MD – India and Indian sub-continent Achyut Kasireddy said, “Kopiko is the first candy with real coffee extracts that gives the unique experience of ‘real coffee’ anytime and anywhere. It is a smooth, creamy, mini cappuccino treat that is not just wonderful to taste, but also helps you stay alert. The new TVC highlights Kopiko’s proposition as a candy that helps recharge energies and stay alert, because of its real coffee extracts.”

    Elaborating, he said, “The character created for this TVC Durgesh Singh, has been crafted keeping our target consumers in mind. A lot of people who love and consume Kopiko are college students, first jobbers who have just started their careers and have dreams of making it big. Like Durgesh, many fall prey to untimely snoozes which are inevitable with all the effort one’s put into a day’s work. That is why we have come up with the exciting communication proposition Jaage Raho, Aage Raho (Stay Awake, Stay Ahead). For everyone who needs a little something extra to keep him or her going, Kopiko is the solution. It’s made from real coffee and will help to keep snooze at bay.”

    Leo Burnett India SVP Sanju Menon said, “The confectionary category in India is very cluttered and the challenge to regain top spot in the category was quite daunting. As we understood the product deeper, the solution became quite apparent – to create a narrative that is derived from the product itself and not a mere piece of entertaining content. The story of Durgesh is something experienced by many. Making the story relevant and humorous will surely help us achieve our objectives.”

  • Inspiring #Trysomethingnew at FreshMenu

    MUMBAI: The latest video from the #Trysomethingnew campaign by FreshMenu.com features multi-talented Behram Siganporia, lead vocalist and bass guitarist of the electro-pop band ‘Best Kept Secret’.

    With a daily changing menu inspired from cuisines across the world, FreshMenu offers something new every day. In alignment with the brand’s ethos,#Trysomethingnew campaign features inspiring tales of individuals who have explored novel avenues and discovered new possibilities in life.

    The 4th episode of the campaign narrates the success story of Bangalore’s heartthrob, BehramSiganporia. Besides being a musical sensation, Behram is also a qualified commercial pilot. Hereceived his commercial pilot licence from the Epic Aviation Flying Academy in Florida.

    But in quest of trying something new, he quit his successful career as a commercial pilot and pursued his love for music starting his band, ‘Best Kept Secret’.

    Siganporia said, “It’s commendable that FreshMenu.com encourages people to follow their dreams, experiment and try new avenues in life. Many people are afraid to take the risk but if you believe strongly in your passion, you should back yourself and chase it. Being part of this campaign made me realise that I still have the fire in my belly to keep pushing, against all odds, to achieve my dreams,”

    FreshMenu.com CEO / founder Rashmi Daga said, “At FreshMenu.com, we constantly try to serve new and exciting international cuisine to our customers. Every day we have something new to offer as the menu is never the same. Hence the campaign #TrySomethingNew reflects the brand’s ideology, celebrating stories of people from our neighbourhood who took a leap of faith, explored their options, tried new avenues and excelled in it.”

    The series so far has featured underwater photographer, Bhushan Bagadia, professional Bharatanatyam soloist and Guru Charles Ma and popular illustrator Alicia Souza.

  • ‘India ka travel planner’ Yatra features Ranbir in new campaign

    MUMBAI: Yatra.com, one of India’s leading online travel portals, has unveiled its latest advertising campaign featuring their new brand ambassador, Ranbir Kapoor. 

    The campaign introduces Yatra’s new brand proposition of being ‘India ka travel planner’, which resonates with its marketplace model. As a travel marketplace, Yatra caters to all types of travelers keeping in mind the change in behavior and evolving needs of the consumers.

    The ad film is set in a hyper-real realm taking the viewers into a world which is magical and invokes fantasy, which is what travel is all about. Since Yatra and its ambassador Ranbir Kapoor both exude youthfulness, modernity and ease, the soundtrack of the film has been created in such a manner that it brings out these traits effectively. 

    Moreover, the contemporary musical score featuring the catchphrase “Koi Nikal Pada Hai ” encourages each and everyone to travel. The film starts with the context of ‘Yatra’ which connotes travel and then seamlessly moves to individual products and preferences people have, thus, showcasing the depth of Yatra’s product and services. 

    The film also brings out the acting prowess of Ranbir in a very creative manner.

    Yatra.com COO (B2C) Sharat Dhall said, “With the launch of the new brand identity and the recent appointment of Ranbir as our brand ambassador, the idea is to create a brand connect with the new age Indian traveller and position Yatra as a versatile platform that has something to offer to everyone. Communicating the idea that we are ‘India ka travel planner’ is what the new campaign reflects.”

    Yatra.com CMO Vikrant Mudaliar said, “Yatra as a brand understands varied consumer preferences, hence, caters to all kinds of travellers and for all kinds of travel. Whether you are a conventional tourist, an experimental traveller or an adventurous explorer, you will always find a suitable solution on Yatra.com. The film in a very creative manner showcases the ever expanding portfolio of travel products which Yatra has and the contrasting target audience which it caters to, thus, making it India’s travel planner.”

    This film crafted by Ogilvy & Mather will use digital and television as the lead mediums.

  • Aditya Birla launches health insurance campaign

    MUMBAI: In today’s world of fast-paced lives, hectic schedules and everything at our fingertips, health has become a major issue. Most of us find it hard to make time for regular fitness activities. Unhealthy lifestyles and dietary choices are leading to an increase in silent killer diseases like high blood pressure, diabetes and heart ailments etc. 

    This has resulted in making health insurance as the fastest growing segment in the Indian Insurance sector. Where compared to FY 2004 the premium collected by the category was Rs 13.7 billion (Rs. 1370 crore) has risen to Rs 30,000 crore in FY 2017.  Despite this scenario, only 27% of the total population of India is covered under the various health insurance schemes, with the majority covered under either government or employer programs, only 3% of population has opted for voluntary private health insurance.

    Aditya Birla Health Insurance has entered the health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to through a full range of offerings by providing “Health Insurance for All”. By focusing on ‘health’ in health insurance, our business model has been built around the philosophy of “health first” – to promote healthy living which is against the current practise of focusing on insurance only.

    This includes – 

    • For Health Active – A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy

    • For Health Ailing – A Chronic Care Management Program starting Day 1 for individuals dealing with chronic lifestyle conditions such as diabetes, high blood pressure, asthma and high cholesterol

    Product campaign “Sehat hai toh Zindagi Behad Hai” which is launched across national television today, seeks to create relevance of the key role that Aditya Birla Health Insurance can play in the life of a customers by being a ‘Health Companion’ and not just another payer of health care expenses. It is our brand belief that; the healthiest version is the best version which helps to fulfil life goals of an individual.

    Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “The health insurance industry is currently synonymous with Mediclaim and the reimbursement of hospitalisation expenses. Aditya Birla Health Insurance wishes to change that perception with its never-before products that promote health and health insurance, for all. Our campaign is designed to provoke mass India to self-realise the importance of health assurance and health insurance, while highlighting our very differentiated features that enable and encourage to do so”

    Agnello Dias, Chief Creative Officer, Taproot Dentsu, says “The Aditya Birla Health Insurance campaign followed an unusual process of not only casting real, non-actors but also shooting them live reacting to the stimulus for the first time in real time. Raw human truths may not always be overly dramatic but sometimes they can be unexpected due to being non-scripted, the attempt is to capture those realities.”

    Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, says, “Two strong product offerings from Aditya Birla Health Insurance have been brought to life in a distinctive way through the launch of this campaign. Through using real people and their reflections. What does health mean to them? If waiting could be measured in a number, then what would it be? Questions like these allow for the brand to carve a differentiated space for itself, in the real world.”

    Creative Execution:

    The films open with the brand’s voice, asking real people [not actors] questions like, ‘Aapke liye sehat ka kya matlab hai’ and ‘Agar intezaar ek number hota, toh wo kya hota?’ People of all ages, from diverse walks of life then share their points of view with the brand. From the spontaneous to the inspiring [‘Sehat to me means dancing’, ‘Sehat means performing at my best every day’] and from the thought-provoking to the poignant [I’m waiting for a normal life because my blood pressure is high, I’m waiting for a miracle because my wife’s hospital bills exceed my monthly salary] a variety of answers form the body of the film. Towards the end of the film the brand comes in, encouraging consumers to take a simple step towards enhancing and protecting their health. Their answers are linked seamlessly to Aditya Birla Health Insurance and the brand’s distinctive product offerings.

  • Apollo & WATConsult launch #EarnTheJersey

    MUMBAI: Apollo Tyres along with WATConsult, a leading and most awarded digital and social media agency, part of Dentsu Aegis Network, recently launched a digital campaign called “#EarnTheJersey”, as part of their association with Manchester United.

    Based on the motto, “A Manchester United Jersey is always ‘earned’ and never ‘given’, this initiative is part of the overarching umbrella of #ApolloXmanUtd, for the Indian market. 

    Along with creating brand awareness about the association amongst the Indian soccer & Manchester United fans, the key objective of the campaign is to also leverage the partnership with one of the biggest football brands to maintain the interest of Apollo Tyres consumers. 

    #EarnTheJersey is a trial by which a fan can truly ‘earn’ its Manchester United Jersey by ‘Going the Distance’ and proving that they deserve it. The users are supposed to download the augmented reality (AR) app from Google play or iOS store and scan the Apollo Tyres logo to start collecting virtual Manchester United jerseys. The one who collects the maximum jerseys stands a chance to watch a live match or win a signed Manchester United Jersey.

    The first season of the campaign is till August.

    Speaking on the same, Rajiv Dingra, Founder and CEO, WATConsult, said, “Through this campaign we wanted to build upon the football craze in India among the Manchester United fans by giving them a chance to truly earn their jerseys.  We chose to go down the digital route by creating AR apps considering our young, tech savvy audience.”

    Pramesh Arya – Group Head Marketing (APMEA), Apollo Tyres Ltd. said, “We have created a strong digital presence for Apollo Tyres in the recent past. Leveraging our association with Manchester United and the power of AR technology, we want to create exciting experiences and rewards for our consumers. With this campaign, we want to graduate from search and display based awareness campaigns to creation of a brand engagement property that drives brand differentiation and loyalty.”

  • Dhoni chosen as Zed Black’s brand ambassador

    MUMBAI: A campaign will be launched with the ace Indian cricketer M S Dhoni as the brand ambassador for the Mysore Deep Perfumery House’s flagship brand Zed Black on 30 May. The event will see the unveiling of the National Campaign, “#PrarthanaHogiSweekar.

    Zed Black is one of the top three manufacturers of Agarbatti in India since last 25 years. It has over 40,000 sq. mt. of manufacturing space. It is India’s largest range of Agarabatti & Dhoopbatti products available at over 5,50,000 retail outlets via 2500 distributors exporting to more than 10 countries. It gives direct employment to more than 1000 people.

    Ankit Agarwal, Director, Mysore Deep Perfumery House, Anshul Agarwal, Director, Mysore Deep Perfumery House and Anand Oberoi, Director, Oberoi Multimedia will be present on the occasion at Four Seasons, Worli.

  • Robbie Grewal directs ‘youthful’ Coolpad TVC

    MUMBAI: Coolpad, a global leader in smartphone manufacturing and integrated wireless data solutions, has recently launched a TVC for Coolpad Cool 1.

    Coolpad has roped in famous Bollywood script writer and director Robbie Grewal to direct the commercial. The commercial film is of 45 seconds duration, aims to target and engage young smart phone users between the age group of 18 – 35 years. The 22-second version of the television commercial of Cool 1 will be aired across leading General Entertainment, Music, Movie and Youth oriented channels in India, with a four week campaign schedule.

    Coolpad India CEO Syed Tajuddin said, “The new commercial instantly connects with the youth and through this TVC Coolpad is looking forward to have a stronger presence in India with a big marketing push.”