ITV

Category: Ad Campaigns

  • Rohit & R. Ashwin share goals with Indian Team in Aristocrat campaign

    MUMBAI: Aristocrat, from the house of V.I.P Industries Ltd, India’s leading luggage company, unveils their latest campaign featuring recently appointed brand ambassadors Rohit Sharma and R. Ashwin. Themed on Aristocrat’s new tag line, ‘Unpack Your Dreams’, the cricketers will be seen in the brand’s philosophy films portraying their stories of hardship and struggle turning their dreams to reality.

    Shot in two solo parts, one film features Rohit Sharma, where the ace cricketer talks about how his journey to success was not at all easy. He was challenged with multiple dilemmas that made him sacrifice a lot of things to achieve the stardom he witnesses today. While Rohit Sharma talks about his struggle, the film on spin king R Ashwin talks about how sheer practice, dedication and commitment helped him achieve his childhood dream of becoming a cricketer. The films go on to reveal the goals they have decided for themselves with the Indian Cricket team .

    Talking about living his dream, Aristocrat brand ambassador Rohit Sharma says, “Cricket is a huge sport in India where millions of people try hard to make this sport their profession. Not everyone gets a chance and I feel extremely content that I am living my dream. Achieving this position hasn’t been easy for me and this campaign gives you a glimpse of how I have unpacked my dreams.”

    Speaking about his journey Aristocrat brand ambassador R Ashwin says, “I have dreamt of being a cricketer since I was a kid. Achieving success isn’t easy, it’s only possible if you are determined enough to go out there and chase it. I truly believe that hard work, commitment and talent can help you fulfil your dreams which is why I relate to Aristocrat’s philosophy of, unpacking your dreams.”

    V.I.P Industries VP – sales and marketing Sudip Ghose says, “The philosophy films have compelling stories of two great Indian cricketers who have proved that dreams can be achieved. Through this marketing campaign, we wanted to make the brand more relatable to our target audience who, like these stars, dream of making it big through sheer hard work. The campaign also showcases the new range of stylish, spacious and durable collection of backpacks and strolley bags which is sure to become a huge hit across the country.”

    The campaign has been rolled out on all social media platforms of Aristocrat.

    Link to the campaign:

    Rohit Sharma: https://www.youtube.com/watch?v=NOPEPFLXXt0

    R. Ashwin: https://www.youtube.com/watch?v=lj6MfX7hQFI

  • Hyundai’s ‘Comebackpedia’ tops meme marketing

    MUMBAI: Hyundai Motor India, India car exporter and second largest passenger car manufacturer, received an overwhelming response for its first-of-its-kind innovative digital campaign ‘Comebackpedia’ on the newly launched 2017 Grand i10. The campaign claimed to have garnered over 6.7 million views across social media. Based on humour, around 10,400 interesting Memes were generated by users and shared on social networking sites.

    HMIL sr. general manager and group head – marketing Puneet Anand said, “We believe Hero Content always makes the brand distinctive and engages the user effectively. We took humour as the campaign driver by engaging the popular Humour Artists to do the Meme sourcing with fun elements..”

    “Comebackpedia” campaign is the first of its kind done by an Auto Brand has utilized Meme marketing to capitalize on the huge popularity of these humor artists amongst the youth with the New 2017 Grand i10. “Comebackpedia”, is a unique encyclopedia of comeback memes with branded video content of popular humor artists like Cyrus Broacha, Vir Das, Mallika Dua, Amit Tandon, Vipul Goyal, Kaneez Surka and Rahul Dua.

    The campaign was designed to invite fans to log on to www.itswowsome.com and create a MEME using the expressions of their favorite humor artists, by simply adding an interesting reaction to a comeback and share with their friends. The most unique MEMEs featured in the video series created by the artists and participants also got a chance to win #Wowsome merchandise.

    The campaign related video content was released in three phases:

    1st phase – humorous videos of the artists inviting fans to create comeback memes and engage with the brand.

    2ndphase – ‘The Comebackpedia Show’, was released which featured winning memes and Artist’s hilarious versions of Come backs in a 2 episode show.

    3rd phase included a dramatic, upbeat and humorous video which concluded the entire campaign with brand integration highlighting ‘The Drive with Besties’ when one buys a new car.

  • Senco TVC shows crafting of relationships

    MUMBAI: Set against the backdrop of an urban, upper-middle-class home, the Senco Gold and Diamonds TVC narrates the story of a conservative Bengali mother who, through the act of giving a bangle to her non-Bengali daughter-in-law, comes to terms with her son’s marital life and eventually accepts his wife as a part of her family.

    The film opens with the mother ringing the doorbell to her son’s apartment. Nafisa, the daughter in law, greets her on the other side of the door. But the stern mother enters the house and declares the intention of her visit. She has come to talk to Nafisa, and not her son. A flummoxed Nafisa asks her mother-in-law to sit down, and offers her water. Through the course of their interaction, the mother-in-law gets a whiff of “chingri maacher malai curry”, a typical Bengali delicacy, and is pleasantly surprised that Nafisa is preparing it for lunch. When asked, Nafisa diffidently remarks that she is only trying to cook the dish as sincerely as her mother-in-law. She admits that she can’t replicate the magic touch that the mother in law has in her hands. Moved beyond words, the mother-in-law removes a bangle from her wrist and puts it on Nafisa’s, saying that henceforth, Nafisa will also have that magic touch.

    Link: https://www.facebook.com/SencoGoldAndDiamonds/videos/715232305318322/

    “Poignant and heart-warming, the new TVC promises to take you on a journey to the heart of every Indian family, and unravel its inexplicable nuances, unavoidable conflicts and eventual resolutions,” said Ogilvy & Mather, (Kolkata) managing partner (creative) Sujoy Roy.

    In the words of Aditya Vikram Sengupta, director of the TVC, “Craftsmanship is not limited to jewellery. It is a phenomenon that is present all around us. Every day, we are crafting something new – be it friendship, love or trust. This TVC captures the role of jewellery in crafting relationships.”

  • Where to Fynd latest fashion: Quirky ad advises

    MUMBAI: Looking for fresh fashion to raise your style quotient? Fynd, the unique fashion e-commerce portal which brings the latest in-store fashion online, is precisely the platform that can provide you with unparalleled shopping experiences. In Fynd’s second ad campaign, ‘Still stuck with the old?’ the fashion e-commerce portal has taken a humorous route to convey its core proposition of offering the freshest fashion. Through this campaign, Fynd wants to be known as the only e-commerce player to provide fashion straight from the brand stores.The ad will be launched on YouTube,other online channels and on TV in the first week of May.

    Fynd aims to establish itself as a one-stop destination that offers fresh fashion everytime and serve customers with only the latest and most authentic products. The video ad, in a rib-tickling way, seeks to draw an analogy between a former boyfriend and old fashion. It communicates to the viewers that within two months, everything gets old. While it may be hard to find a new boyfriend, fresh fashion can always be procured by simply logging on to Fynd. Unlike its first ad campaign, this time, the Fynd team internally worked on the idea of the ad film and briefed it to the production house. Directed by Jay Bhansali under the banner Veda Productions, Errol Peter Marks, Tushar Pandey of the Pink movie fame and Rashi Mal are the actors in the ad film.

    Fynd co-founder Harsh Shah said, “Fynd directly sources products across various categories from the most prominent brands in the country and brings the latest in-store fashion online. We want our customers to look at us as a one-stop destination for all their latest fashion requirements. None of the other e-commerce players is able to provide fashion straight from the brand stores yet, and that’s exactly what makes us unique. By working on the framework for the ad campaign, the team was able to communicate the brand philosophy better and save money at the same time. We believe the new campaign will elevate Fynd’s proposition of being the only platform that offers fresh fashion.”

    Veda Productions director Jay Bhansali said, “Fynd gives the latest in-season fashion at store prices. The team at Fynd had a clear-cut vision of how their ad campaign should be. The framework was ready and we just had to help with the conceptualization. The whole ideation was a success with the team’s effort. We have tried our best to make this ad as entertaining and relatable as possible.”

    Fynd’s first ad campaign that released in January looked at establishing the fashion e-commerce portal as the ultimate destination for authentic and latest fashion. The video had garnered 1.5 mn views and was covered in afaqs! – Top 10 viewed ads and other leading platforms.

  • Bachchan features in Star Plus’s anti-sexual assault campaign

    MUMBAI: India is finally waking up to the conversation on heinous crimes of sexual assault against women. 

    Amitabh Bachchan in Star Plus’s latest campaign on ‘Victim Shaming’ urges families, authority figures and citizens to reflect upon the need to break the tolerance towards how victims of sexual assault are treated. Society has failed these victims by stripping them off their dignity through incessant interrogation about the horrific incident by authority figures and merciless character assassinations shaming her instead of the perpetrators. In a Public Service Awareness Initiative by Star Plus, Amitabh Bachchan questions these culprits of the character assassination with one pertinent question “Who’s fault is it?”. The campaign advocates that society needs to place the guilt rightfully with the perpetrators by putting them on trial instead of shaming the victims.

    Bachchan says, “The idea that a woman loses her dignity if she is sexually assaulted is instilled strongly in our cultural mindset. The shame should be on the perpetrators instead of the victim. We need to foster a safe, secure and supportive environment where victims can seek refuge especially from those who they turn to for protection like Authority Figures, Family and Society.  There is a strong need to step forward and talk about this through stories which can trigger this change in mindset of the people. ‘Kya Qusoor Hai Amala Ka’ is an effort by Star Plus in the same direction.”

    https://www.facebook.com/Starplus/videos/10155341292002868/

    A lighthouse brand, Star Plus has always endeavored to tell stories which inspire change keeping the progress of the women at the heart of every initiative. Talking about this special initiative, Star Plus general manager Narayan Sundararaman says, “Kya Qusoor Hai Amala Ka is a story about the indomitable spirit, courage and unimaginable strength of one woman’s quest for justice against all odds. The story is not just about Amala but representative of every woman who lives in fear, measuring her every move to keep herself safe thereby giving power to the perpetrator to dictate her life on his terms. Amala’s uphill battle to conquer these demons of society and her refusal to back down in the face of all hurdles will make viewers pause, reflect and think “Kya Qusoor Hai Amala Ka?”

    Through this story on Star Plus Dopahar, our intent is to sensitize audiences and society at large, to the trauma of the victims of sexual assault. Television has the power to spark meaningful change and as a channel, we want Amala’s inspiring story to reach maximum people through our platform. We have tied up with an NGO – Jan Sahas Social Development Society- which is an organization providing support to survivors of sexual assault since 2000. 

    Victims can reach out for aid to them via a toll-free helpline which is 180030002852.

    A first on television, Star Plus is telecasting this brave story ‘Kya Qusoor Hai Amala Ka?’ as part of its afternoon programming lineup at 1230 pm.  The show is an official adaptation of the acclaimed international Turkish series called Fatmagul which has been remade with an Indian cultural backdrop. The show portrays Amala as a woman of substance and a survivor who has the conviction to fight for justice conquering the demons in people’s minds and reinforcing through her story that the shame should rightfully be placed with the perpetrator and not the victim of sexual assault. 

  • Emirates FA Cup: Sony launches ‘Heartbreaks Await’ campaign

    MUMBAI: The Sports Cluster of Sony Pictures Network India (SPN) launches its ‘Heartbreaks Await’ campaign ahead of the upcoming semi-finals and finals of the Emirates FA Cup, the oldest recognized football tournament in the world.  Currently in its 136th edition, the stakes are sky high with some of the biggest clubs in English football making it to the semi-finals and competing to win the prestigious title.

    The concept behind the ‘Heartbreaks Await” campaign is the impending heartbreak that fans will experience as their favorite clubs clash during the semi-finals of the Emirates FA Cup. The campaign attempts to capture the scale of the fandom and resonates with die-hard fans who react to the wins or losses of their favorite teams.

    Footy Fans will see all the big boys in action with league leaders Chelsea facing high flying Tottenham Hotspurs while Champions League hopefuls Arsenal and Manchester City face-off in the other tie. In the knockout stages of the tournament, both games will play out until a winner is decided. With so much at stake for fans of all four teams, by the end of it, one way or another, heartbreaks are inevitable.

    Sony Pictures Network president, distribution and sports business, Rajesh Kaul, said, “Our campaign ‘Heartbreaks Await’ for the Emirates FA Cup semi-finals and finals resonates with football fans across the world as extreme fan reactions are expected with the top four teams competing to claim the trophy. Our aim was to create an innovative campaign that would reach out and strike a chord with all the football fans in India. The campaign is one of our many strategies to establish the Sports Cluster of Sony Pictures Networks India as the premier destination for an unparalleled football viewing experience and the one-stop destination for International football.”

    The campaign comprises two 30 second films that showcase the Heartbreak that fans are experiencing in different situations.

    Hospital: A young doctor is desperately trying to revive a patient by performing CPR on him and hears the FA Cup commentary in the background. The Doctor hears that his team has missed the penalty and the tables are turned with the Doctor unconscious on the hospital bed and the patient on top of him, trying to revive him in the same manner.

    Winning & Losing: We see the winning and losing fan reactions. A bunch of friends, arm-in-arm, jump up and down in unison, celebrating to the beat of a techno song because their team is winning while right in the apartment next door, a young man bangs his head against the wall in frustration to the same beat because his team is losing.

  • Birla Insurance #JumpForHealth to donate a prosthetic limb for every 10k jumps

    MUMBAI: Aditya Birla Health Insurance Company Ltd. (ABHICL), the Health Insurance arm of Aditya Birla Financial Services Group Limited, launched a unique campaign – ‘#JumpForHealth’ on the occasion of World Health Day to reinforce its belief in empowering people to live a healthy lifestyle.

    The month long campaign, starting from April 07, 2017 aims to donate one prosthetic leg to a person in need for every 10,000 jumps in association with the Sadhu Vaswani Foundation. A total of 100 prosthetic legs will be donated to people in need on achieving one million jumps.

    The American Journal of Health Promotion research demonstrates that jumping 20 times a day may have a significant impact on your risk of osteoporosis. After just eight weeks, researchers found a demonstrable change in bone mineral density in their subjects that jumping everyday provides greater bone-building benefits than running or jogging. Jumping also has cardiovascular benefits, leads to an increased strength in your legs and core and also improves your mental health. Activity pumps oxygen-rich blood to your brain that helps improve mental outlook on life and improves creativity. This increases your resistance to fatigue and improves your health.

    “Today’s generation leads a sedentary lifestyle which increases their chances of suffering from innumerous lifestyle diseases. The #JumpForHealth campaign aims to educate people on the importance of living an active life by making exercise a part of their daily routine,” Aditya Birla Group CMO Financial Services Ajay Kakar.

    ABHICL CEO Mayank Bathwal said, “We at Aditya Birla Health go beyond just providing health insurance policies to our customers. We are committed to ensure that people live a healthy lifestyle.”

    One can follow the below steps to participate in the campaign:

    1 . Take a video of yourself or your friends, family or colleagues jumping together
    2. Upload the video on your own or your company Facebook or Instagram, tagging @AdityaBirlaHealth with the hashtag #JumpForHealth
    3. Mention the number of jumps you are contributing towards this goal. i.e. #JumpForHealth 10,000 jumps

    campaign

  • New TVC showcases smart eye Haier AC functionalities in a quirky manner

    MUMBAI: Haier, a global leader in Home Appliances & Consumer Electronics, is ready to welcome the summer season with the launch of its new TV commercial campaign for its recently launched inverter technology, ‘Smart Eye’ air conditioner.

    The TVC went live on television recently and is being aired across all metro cities in six different languages across leading English, Hindi, GECs and other regional entertainment, movies and music channels. The new TVC primarily highlights the consumer centric smart features of Haier’s ‘Smart Eye’ Air-conditioner. Haier partnered with Scarecrow Communications, Delhi as the creative agency for conceptualizing and executing the TVC.

    The story revolves around different characters including renowned actors such as Jugal Hansraj who plays the role of a progressive prince bringing the new Haier AC in the house and the lead character Remotu kaka played by Vaibhhav Mathur. The film has been directed by renowned Ad Film director – Pradeep Sarkar of Apocalypso Film Works.

    The story is of a royal family living in a palace where every member has different demands when it comes to the cooling intensity of the AC and Remotu Kaka holds the utmost responsibility in the house to adjust the temperature, the air throw direction, cooling intensity etc. of the each air conditioner with his multiple remotes. The TVC stars striking characters with unforgettable quirks. From Remotu Kaka who is wearing a jacket loaded with remotes to a Rajmata who plays polo sitting on an electric wheelchair to a king’s family wielding Japanese fans. Not only this, but also the entry of Haier Air Conditioners in the film is quite unique where they are escorted into the palace placed on a series of royal palanquins.

    The commercial details out the user benefits of the ‘Smart Eye’ air conditioner by Haier, which comes with Inverter Technology, energy saving capabilities and is designed to add comfort and convenience to the lives of the consumers.The Cooling intensity and temperature adjustment in an AC is a primary concern many consumers have, but to understand what the human body wants is also very difficult. Therefore, the TVC focuses on the recently introduced ‘Smart Eye’ AC by Haier, which comes with a human sensor where the AC automatically adjusts its cooling efficiency depending on the number of people in the room, their exact position as well as external light conditions. Moreover, the storyline of the commercial also highlights how constant manual adjustment of temperature or cooling intensity leads to wastage of electricity. Thus, with the introduction of Haier’s new ‘Smart Eye’ AC, “Remotu Kaka” does not have to manually adjust the temperature and other functionalities of the AC anymore and his life is now like a cool breeze of air as against the earlier times, when he had to constantly manage various things through multiple remotes.

    The campaign will run across all digital and social media platforms of Haier based on the theme “#Remotukaka”.

    Haier India president Eric Braganza said, “The demand of air conditioners will considerably increase, therefore, our aim is to create a top of mind recall amongst consumers for Haier air conditioners through the launch of this TV commercial. It is targeted towards consumers who intend to upgrade or purchase a new home appliance that is efficient and adds extra comfort to their lives.”

    Scarecrow Communications founder-director Raghu Bhat said “The AC market is getting increasingly cluttered and hyper-active. The first requirement for any communication is disruption and memorability. Hence the story line and the characters in the plot – have to appeal to consumers instantly. That’s why we created a character and a name – “Remotu Kaka” that consumers can remember and talk about. To communicate the propositions of the Smart Eye AC, we have used vivid visual demonstrations that bring alive the differentiated features like 50 feet cooling and Human Eye where the breeze follows a moving person.”

    YouTube Link for the TVC –

  • ‘Pran Jaaye Par…’ TVC establishes magnetic appeal of Pulse candy

    MUMBAI: Pass Pass Pulse, the candy from DS Group that stormed the hard-boiled candy market with its launch in 2015, has rolled out its first TV commercial. Pulse Candy, with a tangy twist, makes it standout! It offers an experience that starts with a fruity taste and peaks with a tangy surprise. A mouth full of fun and peculiarity, the consumers love. This irresistible fervor for Pulse candy is extended to the brand communication, with a tag line of ‘Pran jaaye par Pulse na jaaye’, with quirky and humorous examples of how far people can go to save their favourite Pulse Candy. After all, one does not like to part with precious belongings.

    The first TVC, conceptualized by J. Walter Thompson Company, is the master commercial that outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on a PulseCandy.

    The film opens on the protagonist who is asleep in his room – this is when his house mates, on a day off, decide to play a prank on him to get their hands on his Pulse stash. We suddenly see his roommate run in and wake him up, screaming that the house in on fire. The protagonist, in a blurred sleepy state on seeing smote and sparks, actually assumes that the house is on fire, as he sees his friends running to collect their precious belongings. This is when our guy springs to action, rushing to save his hidden Pulse Candies; from inside a remote, the one hidden in a DVD drive, to some, hidden in a trumpet. Once he has managed to get his hand on the stash, he rushes out. That’s when the plot unravels, a well-crafted ploy that has his friends creating the fire and smoke, amongst others. At the end, the plot succeeds and he has to give up his hidden stash of candies, but not until he manages to keep one for himself. The commercial ends with the tag line that says – ‘Pran jaaye par Pulse na jaaye’

    DS Group VP – New Product Development Shashank Surana said, “Pass Pass Pulse has been a category disruptor and was an instant hit with the consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for the Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy .With the launch of this humorous TVC, our endeavor is to take the brand’s popularity to the next level and further strengthen the consumer connect.’’

    J. Walter Thompson Company vice president & executive planning director Shujoy Dutta said “It’s well known that candy is an impulse purchase and normally we would assume that this would appeal to the children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars – and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on thecandy.”

    J. Walter Thompson executive creative directors Sundeep Sehgal and Siddharth Prasad said “The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn’t keepPulse on their tables, but in a drawer or behind a book or something. A little game of hide and seek was playing out right in front of us, and that’s where the campaign idea came from.” Commenting on the line ‘Pran Jaaye, ParPulse Na Jaaye’ they said “it’s a quirky reflection of how people protect their Pulse candy.”

    TVC Link –

  • See kid’s success from new aspect: Lego campaign

    MUMBAI: Innovation is seen as the key to progress and growth– the elusive spark that ignites the next big thing. And amazing creations and innovations all spark from remarkable imagination. But concerned with academic pursuits, adults might unknowingly stifle the growth of kids’imagination – especially as they apply to education and a very narrow definition of success.

    With the launch of the #LegoBuildAmazing campaign, the brand sets out to reframe this emphasis, by highlighting a different route to a child’s success in the world – through the freedom to explore, imagine and create. For 80 years, the Lego Group has been the building block catalyst of a generation’s creativity, and with this new platform, it aims to showcase to parents how nurturing a creative mind could help builders of tomorrow make a mark in the world.

    The campaign, which will be rolled out across India, Indonesia, Thailand, Vietnam and the Philippines, is set to be a year-long campaign to reflect the brand’s ongoing commitment to inspire and develop children to think creatively and unleash their future potential for success. 

    What happens when a child builds with Lego bricks? And what happens when the Lego Group sees the build as a blueprint for creativity that will impact the future? To shine a light on this, the brand took ideas that sprung from kids’pure imagination and turned them into a real, tangible creation.

    The event will be in major cities in India in this month, to spark your kids’boundless imagination and take joy in their imaginative creations. Parents can look forward to many fun and exciting activities to promote curiosity and inspire kids to think in new and unconventional ways – including workshops led by adult Lego builders to guide kids in building their very own unique Lego creations.

    In addition, parents can snap a picture of their kids’amazing creations, upload onto social media with the event and have the exclusive opportunity to take home Charlie The Chameleon, the lovable campaign mascot.