ITV

Category: Ad Campaigns

  • Kunal Kapoor & Saba Azad herald Myntra’s ‘Big Fashion Gig’

    MUMBAI: Myntra, Myntra, a leading platform for fashion brands and pioneer in m-commerce play, has kicked off a special campaign to promote Big Fashion Gig – The country’s first mega fashion extravaganza, and launched two television commercials as part of the ongoing promotions. The campaign calls upon fashionistas to try out the latest products, styles and designs from over 1500 domestic and international brands, with access to over three lakh curated styles.

    The first edition of Myntra’s Big Fashion Gig, scheduled to be held between the 8 and 10 April, is a doorway to accessing the upcoming spring summer collection of top global brands, some of which are exclusive to Myntra and Jabong. The 20 second TVCs articulate the significance of the mega event through a stimulating narrative, where a person undergoes a delightful fashion makeover, personally assisted by a celebrity and one where a young Bollywood actress is seen trying out multiple outfits, embolden, as she prepares for her gig at a studio.

    The Commercials: In the first TVC, We see a beautiful girl preparing herself backstage, playing with drumsticks and tapping to a rhythm. She is none other than Saba Azad, who is seen exploring multiple outfits as she gets into the mood, preparing for her gig. She then emerges, looking stunning as she sets out confidently to perform on stage.

    In the second film, donning the role of a personal assistant to a young man, is Bollywood actor Kunal Kapoor. A visibly displeased young man is seen sitting on his bike in his garage preparing to leave. Actor Kunal Kapoor comes into view at this point and engages the young man with Mortal Kombat like poses, flinging clothes and accessories at him with each move, which the young man adorns instantly. After a thrilling display of passion, the two men bow to each other like martial art fighters and settle down with a guitar and some dancing by the young man.

    Myntra head of Jabong and CMO Gunjan Soni said, “Big Fashion Gig has been conceptualized to allow our fashion forward customers, access to brands, designs and styles to the upcoming summer collection of some of the finest global brands. It is the first of its kind event in the country where we have conceptualized over 30 gigs with curated styles for our customers and collaborated with over 10 celebrities who will offer their tips and style mantras. The campaign has been developed to clearly highlight their role as fashion advisors to our consumers.”

    BFG has been structured along the lines of a music festival, with a line-up of three hour long gigs targeted at different segments of fashion consumers. Myntra has collaborated with Bollywood celebrities including Hrithik Roshan, Deepika Padukone and Anusha Dandekar among others and cricketers such as Virat Kohli, Yuvraj Singh, M.S Dhoni and other fashion experts to give customers first hand tips on the latest trends and styles in fashion. Some of the gigs lined up include, Wanderlust, Men 2.0, HRX Factor with Hrithik, Deepika’s Spring Secrets, Motorcycle Diaries, Vogue Trendcaster, Girls night out and Fashion Beatbox.

    The upcoming Big Fashion Gig is the first edition of the high fashion event that Myntra will develop into a property and host twice every year, during summer and the arrival of fall. Other marketing channels being used extensively to promote the event include a mix of OOH, radio, digital and social media.

  • Practo TVC conveys good health message

    MUMBAI: Having got US$ 55m Series D funding from Tencent, ru-Net, RSI Fund, Thrive Capital, Sequoia Capital, Matrix Partners, Capital G, Altimeter Capital & Sofina earlier this year, eventually adding up to US$ 180m, Practo has unveiled its new brand identity and positioning – Your Home for Health. 

    One of the leading healthcare platforms, Practo has partnered with New York-based graphic design firm-Chermayeff & Geismar & Haviv (CGH) to create a global, distinctive and memorable identity. Practo’s platform is expanding rapidly and the new brand identity better represents the larger purpose and range of businesses that Practo now has around the world. 

    The positioning ‘Your Home for Health’ embodies the powerful concept of having a single, trusted and familiar place where consumers can find doctors and book online appointments, chat online with doctors, order medicines and lab tests, store health records and even read health articles written by doctors. For healthcare providers, Practo is the platform that helps them connect with consumers, provide a better patient experience as well as provide tools that help them manage and grow their practice.

    In the last year, Practo’s various offerings have made significant progress to create a strong platform: 116% growth in patients visiting Practo and 81% more appointments booked. There has been 114% growth in patients internationally and 129% growth in international appointments. Medicine delivery of Practo will cover Top 7 cities in India by May 2017.

    Practo is now focused on opening the platform to more healthcare stakeholders including insurers, pharmaceutical companies, medical devices companies and others so they can build new services on top of Practo’s platform and deliver a superior healthcare experience for both consumers and providers.

    The brief to CGH for the new brand identity was to create a global brand that symbolizes the platform role Practo plays in healthcare. The identity must encompass the complexity of Practo’s offerings but at the same time, depict it with exceptional simplicity.

    The positioning- Your home for health, signifies that Practo is the single destination for consumers to take care of all their health needs as well as those of their loved ones. Practo is the trusted, familiar place where consumers can take good take care of themselves and their families, assessing health issues, finding the right doctor, managing records securely, and finding new ways to live a longer healthier life.

    The new distinctive logo symbolizes the platform role Practo plays. Consisting of two dots at either end with Practo in the center, it denotes that Practo can connect any two stakeholders in the healthcare ecosystem – they could be a hospital and a patient, an insurer and a patient, an insurer or a provider and more. Each can now easily connect with the other through Practo.

    In addition to the master brand, Practo also has four product sub brands for its products sold to healthcare providers. These are Ray™, Qikwell™, Insta™ & Querent™. 

    Practo founder & CEO Shashank ND said, “Practo is the platform that connects any two stakeholders in healthcare, be it patients, providers, insurers, medical devices and more. As we open our platform to other stakeholders in healthcare, we are excited to see the amazing experiences they will build to dramatically improve healthcare around the world.”

    “The new identity had to take care of the current and future growth for Practo, it also had to stay true to its vision to help people live longer, healthier,” says Sagi Haviv, Partner and Designer, CGH. “The new visual identity showcases two circles which represents Practo establishing connection between two entities whether its customer and the healthcare provider or any two health care stakeholders” says Mackey Saturday, Principal Designer, CGH.

  • Dell Aarambh TVC encourages creative capabilities

    MUMBAI: Dell, India, has launched its new TVC conceptualized to encourage PC usage in learning, for students in their academic years. The TVC will be airing across leading kid’s entertainment and movie channels, as well as Hindi and regional news and general entertainment channels.

    With the theme Ek Behtar Kal Ka Aarambh, Dell is building upon its pan India PC for Education initiative Dell Aarambh launched in 2016 to spearhead the use of the personal computer in education. Dell will also be launching mobile video outreach to complement the reach of this campaign to its audience.

    Conceptualized and executed by GREY group, the TVC follows the journey of a bright young girl who sets out to solve a real life problem – that of having to travel a long distance all the way around a lake to go to school, each day. As the story progresses, we see the young girl partnering her personal computer to support her understanding of the Archimedes Principle to arrive at a practical solution to take her across the lake, saving both time and effort.

    Dell, India director marketing – consumer & small business Ritu Gupta said, “Our objective has been to equip young minds with technological capability such that they are prepared to build their future in a world that is becoming increasingly digital.”

    GREY Bangalore VP and business head Vishal Ahluwalia said, “The TVC has been shot in a real environment with a real life predicament bereft of any gloss. It tells the story simply and yet effectively. We are positive that this would appeal to parents and children alike and bring about the required change in acceptance of a PC being essential for education.”

    Dell Aarambh has been engaging with three key audiences – students, teachers and parents – in a series of activities meant to build their confidence and familiarity with using the PC.

    Dell Aarambh has been running on-ground and online programs since its inception in June 2016, and has covered a base of 3,305 schools and 59,349 teachers who have received PC training.

    In 2017, the program is reaching out to mothers with Dell DigiMoms, a PC awareness and training program which has been kick-started with a pilot in 8 towns in Karnataka and Maharashtra. The program aims to reach out to 16,000 households, and will be implemented by the 32 on-ground Dell digital correspondents to engage with mothers, showing them how to understand and best utilize the PC in aiding the holistic growth of their children.

  • Birla launches campaign with Kangana

    MUMBAI: Aditya Birla Group latest campaign starring Kangana Ranaut, made Lowe Lintas, highlights is on the new-age fabric designed to instil incredible fluidity into garments, from the house of Birla Cellulose.

    Talking about the vision of the brand LIVA and why a TVC is the best progression for the brand LIVA, Rajeev Gopal (CMO, Birla Cellulose) states that the vision of brand Liva is to provide Indian consumers a choice of fabric, which can allow them to dress fashionably and yet be comfortable and fluid. Also this brand promises fluidity, this comes out alive, much better in a moving medium than in a print medium, so I think it’s a natural progression for the brand to now move from print to television

    A lot goes in to making a fashion film, as stated by – Deepa Geethakrishnan National Creative director, Lowe Lintas, “This was really a very challenging ask for us, because we were to communicate so many things about LIVA, over and above everything else it had to be a fashion film and it had to look really edgy, so it was a long journey to manage to get a concept ready which infuses everything in it.”

    About the concept of the film, Mikon Van Gastel Director says: “LIVA transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is little bit complicated to think about and to translate that into visuals but that’s what makes it exciting.”

    The brand ambassador of LIVA, Kangana Ranaut too stated that: Liva fluid is all about comfort, it’s about being your own person, having your own style and just to be comfortable in it and the TVC is very stylish and the concept is very fresh for an advert.

  • Biggest television advertisers in week 12 of 2017

    BENGALURU: The top 10 advertisers in week 12 of 2017 (Saturday, 18 March 2017 to Friday, 24 March 2017) were almost the same as those in the previous week (Week 11) as per Broadcast Audience Research Council of India (BARC) data for TOP 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals.

    This paper must be read with a caveat: It deals only with the players present in Broadcast Audience Research Councilof India (BARC) top 10 lists of advertisers per week. The sums/percentages of other advertisers/brands other than those indicated in BARC’s top 10 lists have not been considered/mentioned in this paper during the period under consideration.

    One genre –the Food & Beverages (F&B) represented by one company – Coca Cola India Ltd  which was at seventh rank in terms of ad insertions in week 11 moved out from the top 10 advertisers list in week 12. FMCG major ITC Limited entered the list at rank eight with 16,893 insertions in week 12. Consequently, the genres present in the top 10 advertisers list reduced from four in week 11 to three in week 12. Except for FMCG, the other three genres were each represented by a single advertiser – Music was represented by Super Cassettes Industries (Super Cassettes) and Confectionary by Cadburys India Ltd (Cadburys) during both the weeks under consideration in this paper.
    Please refer to the figure below:

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    Hindustan Lever Limited (Lever) stuck to its pole position as top advertiser in terms of number of television ad insertions or spots with 1,08,522 insertions in week 12 as compared to 1,00,666 insertions in week 11. As a matter of fact, the first four ranks and order of largest televisionadvertisers in week 12 were same as in week 11 of 2017 in terms ad insertions – After Lever, they were Reckitt Benckiser (India) Ltd, Reckitt (Benckiser),Cadburys and PatanjaliAyurved Ltd (Patanjali). Please refer to the figure below for the top 10 advertisers in terms of ad insertions for weeks 11 and 12 of 2017.

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  • Vicks launches #TouchOfCare campaign

    MUMBAI: Vicks, a brand synonymous with care globally, has launched a heartwarming new campaign ‘Touch of Care’. It reasserts the importance of care while challenging and seeking to redefine what family is in contemporary society. The campaign leads with the idea that ‘Family is where Care is’ portraying the real life story of an orphan and her newfound ‘mother’.

    Created by Publicis Singapore, the story is told in the first person by the orphaned girl Gayatri herself. The film beautifully captures how Gauri cared for Gayatri as her own, against all odds, with deep compassion and love. The story reflects the challenges that Gauri faces from the rest of society, as a transgender woman.

    The Vicks Brand has stood for Family Care in India for over 50 years. However, family today is not always as tightly defined as it once was. With the changing face of life across India and an increasing number of people living away from their traditional environments –the idea of family now goes far beyond just biological connections or sharing a surname. Vicks has therefore adopted this bold and progressive stance- that above all else, it is care that is the ultimate definition of what a family is.

    According to P&G CEO Nitin Darbari: “Vicks has always been about the gentle touch of a mother’s care, as she caresses and gives relief to her child. With the #TouchOfCare campaign we are going a step further and expounding the importance of care beyond just the traditional perception of family. The campaign shows how people who, though not connected by blood, end up being family through care itself”.

    Publicis Singapore CCO – global clients Ajay Thrivikraman commented “Looking for a way to express this powerful idea was both a heartening and humbling experience, once we realized that stories of extraordinary care are all around us in real life, and we are honoured that Gauri and Gayatri gave us an opportunity to share their story of care with the world.”

    Publicis Communications APAC chief strategy officer Ed Booty said: “Great brands don’t just reflect safe and accepted norms, instead they dare to set agendas in culture at large. That is our ambition with this work for Vicks – to give the timeless idea of Family Care a fresh and contemporary meaning.”

    Film director Neeraj Ghaywan said: “It was an immensely gratifying and inspiring experience to put together Gauri and Gayatri’s story. #TouchOfCare questions our conventional understanding of a mother and what constitutes a family.”

  • Ms.Taken’s ‘Happy Whatever’ creates a storm

    MUMBAI: Every year, as March 8 approaches, the world goes into overdrive with women centric messages, celebrate women, pamper women, offers for women and yes some do remember to empower women. To cut through the clutter, Anjana Reddy of Ms.Taken felt the best way to say something without just talking about it. Along with her team and agency partners the campaign Happy Whatever was conceptualised, created and amplified, to deliver the message that it is time to stop simply talking.

    The idea behind the campaign is a simple fact – each year society at large would talk about the cause, talk of their support, talk of a few initiatives and it ends there. With Happy Whatever, the idea was to talk of this and communicate it without speaking a word.

    As a brand Ms.Taken targets aspiring women, full of dreams; looking forward to a life different from her mother’s. She is aware of where she comes from but has the courage to explore the world. She is willing to accept the criticism of the traditionalist as she bends some of the rules of the society.

    Universal Sportsbiz CEO Anjana Reddy said, “This year for Women’s Day I wanted to make a strong statement – don’t patronise women because it is women’s day and just talk and talk about putting women up on a pedestal. Do something more. Act against all the negativity and violence towards women, then women’s day can be celebrated with real meaning.”

    For Kriti Sanon, chief stylist, Ms. Taken, being the face of the campaign was not just another assignment. She believes strongly in the cause and said, “I have never understood the concept of celebrating womanhood & giving respect to women on one day in the whole year. What about the other 364 days? Moreover, it’s more important to make this country safe for women so incidents like the ‘Bangalore molestation’ never ever happen again.”

    With 44 million impressions, Happy Whatever created huge noise online and was a talking point across a lot of media too for the different approach to a women’s day campaign.

    Conceptualised by the Ms.Taken team in association with Fisheye Creative who made the video, the campaign was amplified on social platforms by Media Moments.

    Fisheye Creative creative head Orko Basu said, “Clearly, it was something that needed to be said, as is evident from the global response.” Media Moments founder-director Poonam Ganguly said, “Being a strong believer in actions speaking louder than words, my team and I are proud to be associated with the cause the video represents.”

  • Padukone recommends high-protein Kellogg’s

    MUMBAI: Kellogg India has introduced a new nutrient dense ready-to-eat cereal in the market under its Kellogg’s Special K portfolio. The new offering, Kellogg’s Special K Protein & Fibre, is a delicious, cranberry-flavoured ready-to-eat cereal made with whole wheat, with added protein and fibre, making it high in protein and fibre. Also, it is fortified with 8 key essential vitamins and iron thereby making it a deliciously satisfying and a nourishing cereal offering for those who want to kick start their weight management journey. 

    “Regular breakfast consumption along with regular exercise and a balanced diet along with an active lifestyle can help people manage their weight,” said Samreedhi Goel, owner of an exercise studio “SIZEWISE” and Consulting Nutritionist for Kellogg’s.

    Kellogg India MD Sangeeta Pendurkar said, “This new breakfast cereal, in particular, presents consumers with a nutritional boost to set the stage for the day ahead.”

    J Walter Thompson SVP & executive creative director Nandita Chalam said, “The heart of this campaign is about being in step with today’s health-conscious women. They are looking for healthier ways to manage their weight rather than diet.”

    One can consume Kellogg’s Special K Protein & Fibre with skimmed milk for a classic breakfast feel or mix it with yoghurt to change it up. Add fruits, dry fruits or nuts to the mix for a yummier and balanced meal. For those who avoid dairy, it can be consumed with almond milk and soymilk.


     

  • Lin’s ‘sabziwala’ reintroduces Rohan’s ‘price protection’

    MUMBAI: In the current Indian scenario, the combined effect of demonetisation, crackdown on un-taxed incomes, and a series of Bills passed by the government to make real estate more regulated, the consumer is anxiously holding their breath for real estate prices to fall in urban India. It’s made the real estate market sluggish, with people delaying buying decisions to avoid the risk of losing money, in case prices fell.

    Rohan Builders of Pune, were among the first real estate companies in India to introduce a ‘Price Protection Policy’ back in 2008. The policy ensures that if the market price of the property bought falls, Rohan refunds the difference to the consumer. They have re-introduced this policy, in the wake of current market conditions. While this policy is immensely relevant in the current market, it normally gets buried in the fine print of the legal documents and is left to the sales personnel to explain (or ignore).

    To put spotlight on Price-Protection, LinTeractive recently unveiled a digitally-led initiative, Price-Protected Sabziwala (vegetable vendor). At this shop, you get price-protection on vegetables, even on small fluctuations in the market.

    The campaign kicked-off with a series of prank videos set in Pune called “Aaj ka Bhav” (the rates today) by the popular comedy group STFU18. In the Series, vegetable vendors in and around Pune were asked if they would return money to consumers if vegetable prices fell. OOH and social media are being deployed to communicate Rohan’s price protection policy.

    To push the idea further, an online vegetable store, #PriceProtectedSabziwala has been launched, where people can buy vegetables with a price protection guarantee. Physical vegetable stores on the same lines have been setup in retail malls of Pune. The buyers of veggies from these stores are notified via SMS, every time prices fall and they can claim a refund of the difference online. The website goes on to introduce Rohan’s Price Protection Policy invite buyer interest. A stock exchange-like price ticker for the vegetable market has been created as a mobile utility.

    Rohan Builders director sales Abhishek Bhatewara said: “In the current state of the real estate market in India, the home buyer is anxious that house prices may fall, delaying their buying for a later date. At Rohan Builders, we understand the buyers’ hesitation in committing their hard-earned savings to buy a house right now. LinTeractive has come up with a very simple and effective way to make people relate to this policy – an everyday fluctuation we all live with – the prices of sabzi. We’re trying to trigger in the minds of the consumer that, buying a home with Rohan is something they should consider without fear as their investment is protected from any downturn in the market.”

    Within three days of going live, the campaign has generated enormous buzz in Pune. It’s reach has crossed 3.5 million (all organic) and its garnering attention from local media. In fact, RED FM RJs even visited the vegetable vendors and talked about them at length in weekend programming.

    MullenLowe Lintas Group CMO & president – marketing services Vikas Mehta said: “To put spotlight in a blind spot (price protection by a real estate company in this case) is always an interesting marketing challenge. These are hard times for the real estate business and I commend Rohan for thinking digital-first. Sumanta and the team at LinTeractive have done a great job of executing the idea seamlessly in an omni-channel manner. To see measurable impact on the clients’ business in such a short period since the campaign went live with an improved CPL, is truly heart-warming.”

    Over a hundred potential customers have already come forward with interest in buying properties from Rohan Developers. More leads continue to pour-in as the campaign progresses.

    LinTeractive executive VP Sumanta Ganguly said: “Inherent to our approach has always been the effective understanding of consumer journey’s to use the effective touchpoints to enable specific action. The omni-channel campaign has been created using touch-points including physical and digital experiences (on ground, web and mobile), conversations on social media, video content and OOH.”

  • Parle Agro launches #FrootiGoFizzy

    MUMBAI: Parle Agro recently announced the launch of Frooti Fizz, an extension of its flagship brand Frooti. The launch is supported by an integrated communication campaign #FrootiGoFizzy, exuberating its playful characteristics. Frooti Fizz seeks to refresh the category it created, of fruit plus fizz drinks in 2005.

    The commercial, conceptualised jointly by S&W based in New York, produced by Hornet Inc., New York, directed by Clim, will go live on 1 April on TV. The music for the campaign is directed by Amit Trivedi.

    The product and the campaign will connect to the young consumers who are looking for alternatives to synthetic drinks and are gravitating towards healthier options like fruit based drinks. The #FrootiGoFizzy campaign will move forward the expansion of Parle Agro’s fizz portfolio by creating an offering to the large set of Mango drink consumers with Frooti Fizz. 

    The campaign builds an elevation in the level of fun of one’s’ life with its bubbly experience conveying how Frooti Fizz is different, with a unique combination of mango and fizz together. The campaign, conceptualised by Sameister & Walsh, includes a new TVC for its mass reach. Along with television, the campaign will include high impact outdoor, print and strong digital campaigns set in a world of optical illusions, targeting the brands core target audience. 

    To further fuel the growth for the brand, Frooti Fizz will also be a part of the largest on-air property, the Indian Premier League, coming on board as an associate on-air sponsor.

    The campaign will also see focus on radio and cinema along with on-ground activations bringing out the spirit of the super cool, playful and fresh feel of the brand in all possible ways. Alia Bhatt’s, recently announced as the brand ambassador, palpable energy and bubbly persona in the campaign is a perfect representation of the young and trendy generation and will help amplify the playful quotient of Frooti Fizz.

    Parle Agro JMT Joint and CMO Nadia Chauhan said, “We are confident that the power of both Frooti & Fizz in one brand, coupled with the aggressive marketing strategy for #FrootiGoFizzy, will be impactful for the brand growth and help us grow this category.”

    Sagmeister & Walsh partner Jessica Walsh said, “The goal with the new branding we created was to merge the two visual languages from the existing brands so the consumer would feel the familiarity while also recognising it’s a fresh new evolution of these beloved brands. We chose to work with Alia Bhatt as the brand ambassador as she’s fun, funky, fresh and full of energy.”

    Bhatt said, “I had an amazing experience and tremendous fun being a part of it. #FrootiGoFizzy is a quirky campaign & all about just having a whole lot more fun in life.”

    Director Clim said, “The gift of creative freedom is something you don’t normally see much of in the commercial world. Collaborating with creative minds like Jessica. Nadia, Zak Mulligan (Director of Photography), the powerhouse that is Alia, and our amazingly talented and diverse crew was something unique.”