ITV

Category: Ad Campaigns

  • Amazon Fashion adorns ‘fresh new look’

    MUMBAI: Amazon Fashion has come out with its latest campaign called ‘Fresh New Look’ to put forth a language of fashion that is synonymous with the youth of today. The campaign addresses today’s youth who adopts a fresh approach to the situations that they encounter each day. This is also reflected in their choices for fashion, where they are searching for fresh collection. Amazon Fashion enables them to access a wide range of well-known fashion brands by providing their latest collections that are refreshed every month.

    The new generation is a believer that there is no alternative to success apart from hard work. They also believe that it is crucial to project status and accomplishments as they upgrade and evolve which emanates from the desire to be seen as worthy within their social construct. These youth believe in taking a new style to any situation presented to them, which is reflective of their choices, including their choice in fashion. Based on this insight, through new & refreshed collections, Amazon Fashion helps the younger generation to stand-out, yet fit-in. The campaign enables them to project their status, and expresses who they are.

    The campaign is supported by a robust communication that spreads across digital,press, outdoor and radio. The campaign is conceptualized and executed by Ogilvy.

    Amazon Fashion head Arun Sirdeshmukh said “The new Amazon Fashion campaign – Fresh New Look – encapsulates the young generation’s ideology and philosophy that sees fashion as not just an extension of their personality but establishes who they are! With the recent launch of marquee brands like Under Armour, Marks & Spencer, CONFLUENCE by Swarovski, Michael Kors and many more, we are delighted that Amazon Fashion is becoming the preferred destination for customers to discover and buy a wide selection of top fashion brands. We will continue to bring all that’s fresh, trendy and chic to our customers’ doorsteps across the country”.

    Ogilvy executive vice president Kiran Ramamurthty said,”The campaign is aimed at a generation that is focused, driven, believes in values, takes on challenges, and is open to fresh, new ideas and approaches. The campaign resonates with the mind-set of today’s youth – a mind-set that believes in action, and not mere looks. After all, this a generation that believes in working hard, being dynamic, and adopting a fresh approach to an everyday situation in a way that’s reflective of their choice in fashion. And, therefore the thought – Fresh New Look”.

    Ogilvy executive creative director Azazul Haque says, “The campaign is a new take on fashion and talks to today’s generation which believes in doing things their own way, be it a thoughtful gesture or an unusual way of doing the mundane, even as they look good doing so.”

  • Adobe Cloud will manage ads across TV & digital formats

    MUMBAI: Adobe has unveiled its new Adobe Advertising Cloud, the industry’s first end-to-end platform for managing advertising across traditional TV and digital formats. Combining capabilities from Adobe Media Optimizer (AMO) and recently acquired TubeMogul, Adobe Advertising Cloud simplifies the delivery of video, display and search advertising across channels and screens.

    Advertisers are facing an increasingly complex and fragmented landscape, with legacy silos for media planning and buying across TV and digital. That coupled with the proliferation of devices and massive amounts of data have made the advertising process overwhelming. According to the latest Adobe Digital Insights Advertising Report, 47 per cent of global marketers said that not having an integrated data and media buying solution was one of their biggest challenges. To help advertisers better navigate this landscape and more effectively reach consumers, Adobe is launching its Advertising Cloud which unifies and streamlines the entire ad planning and buying process.
    Now available globally, Adobe Advertising Cloud includes three offerings:

    – AMO Search: the leading search management platform
    – AMO Demand Side Platform: automates display, social, video and programmatic TV buying
    – AMO Dynamic Creative Optimization (DCO): dynamic creative optimization tied into Creative Cloud

    Adobe Advertising Cloud already manages roughly $3.5 billion in annualized ad spend on behalf of more than 1,000 global clients, including Allstate, Ford, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, MGM, Nickelodeon and Southwest Airlines.

    “With Adobe Advertising Cloud, brands can centralize all advertising planning and buying through one trusted platform with full transparency into exactly where their ads appear and how effective they are at driving business results,” said Adobe VP and GM – advertising Brett Wilson. “We are bridging longstanding media gaps – not just between TV and digital, but also between brand and performance advertising,” he added.

    Advertising Cloud includes the following:

    1. Cross-Channel Planning: Adobe Advertising Cloud is the most comprehensive platform to plan, buy and measure advertising. Advertisers can reach audiences wherever they are – whether they’re searching, on their social network or watching linear TV. The platform de-dupes TV and digital audiences, enabling marketers to build cost-effective incremental reach.

    2. Media Activation Across Devices: Adobe Advertising Cloud’s seamless integration with Adobe Experience Cloud means that marketers can easily reach discrete audiences across screens. In early tests of the new platform, match rates of ad viewers across screens exceeded 90 percent which is double the industry standard.

    3. Performance Without Compromise: Through a wealth of tools and safeguards, Adobe Advertising Cloud helps advertisers achieve their goals without compromising brand safety, media quality or transparency.

    4. Independence: Adobe Advertising Cloud is the largest independent advertising platform, with transparent fees and no media markups, ensuring Adobe Advertising Cloud’s incentives are always aligned with advertisers.

    5. Creative Optimization: Once the audiences have been defined and outreach channels identified, what message will be most effective? Through Adobe Advertising Cloud’s dynamic creative optimization solution, advertisers can create the most personalized, high-performing ads based on the customers’ interests or past behaviors.

  • Gionee unveils campaign by Mullen Lintas

    MUMBAI: As a smartphone player that harbors ambitions of captivating the populace of this country with its offerings, Gionee has done itself proud by emerging a hot favorite amongst other emerging players. In a short span of time, it has managed to cross over 1.25 crore customers and the numbers continue to rise every passing day. After the successful launch of S6s smartphone a few months ago, Gionee has announced the launch of another model called A1.

    The A1 is a great innovation from Gionee and is backed by a phenomenal design and other noteworthy attributes. While it’s loaded with best-in-class features, the idea is to launch A1 with great fanfare and make it a desirable phone in India. A1 is the first flagship model under #Selfistan and will be followed by the launch of other models under the same umbrella. The main highlight in all these models is that they will all possess a selfie flash. To announce the launch of A1 in India, Gionee has launched a new campaign starring brand ambassador Alia Bhatt. The campaign beats everything done in the past and is well placed to take the world of ‘selfie’ way forward.

    Mullen Lintas Delhi has developed an idea called “#Selfiestan”, which is how an ideal world should be. A world of equals and a world where people come closer to each other, where one can express their emotions freely and connect with strangers. ‘#Selfiestan’ as an idea is aimed to differentiate Gionee A1 from any comparison in the world of selfies. Incidentally, Gionee A1 also happens to be great on battery life and other features.

    Gionee India MD Arvind R Vohra said: “The Gionee A1 is the new language of fun, laughter and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies. We at Gionee India are proud to bring our own version of selfies to India with the #Selfiestan campaign. The film reflects the unique concept perfectly.”

    The campaign has been made exciting by roping in Alia Bhatt, one of the brand ambassadors of Gionee. Alia Bhatt has done a commendable job in driving the idea of ‘Selfiestan’ further. Mullen Lintas Delhi has designed the campaign to leverage the uniqueness of the content. Given that it’s a new launch of the phone, the campaign starts with a teaser on Outdoors and TV and is backed by aggressive drive across Print, Digital, Radio and Activation as well.

    Alia Bhatt said: “#Selfiestan is truly a special world where you and I can express ourselves freely through selfies. It is one big tribe of selfie lovers who change the notion of selfies being just a narcissistic form of expression to a more inclusive ‘smile-and-the-world-will-smile-with-you’ kind of place. A kind of place where all of us can coexist feeling really amazing, all the time! So I welcome you all to Selfiestan!”

    Mullen Lintas chairman & CCO Amer Jaleel said: “While other brands are still saying why they are good for Selfies, Gionee chooses to take the larger platform, that of owning the world of Selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today”.

  • Biggest advertisers on television during first eleven weeks of 2017

    BENGALURU: The Music genre represented solely by Indian music company Super Cassettes Industries (Super Cassettes) was the third largest TV advertiser in terms of ad insertions during the first eleven weeks of 2017. The biggest TV advertising genre is of course a cliché – the FMCG genre followed by the confectionary genre represented also by a sole player – Cadburys India Ltd., (Cadburys). As a matter of fact, all the genres except for FMCG were represented by one advertiser only in the weekly top 10 list.

    Analysis of Broadcast Audience Research Council of India (BARC) weekly data of top 10 Advertiser *Across Genre: All India (U+R): 4+ Individuals, shows that 18 advertisers from five genres were present at least once (frequency) in the eleven weekly lists of top 10 advertisers

    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 and brandsper 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 and those numbers could be more/higher. Combined weekly insertions represent the total number of insertions of an advertiser or a brand or a genre during the eleven week period under consideration in this paper.

    Cadburys was present in the top 10 advertisers list during all the first 11 eleven weeks of 2017 with combined weekly insertions of 2,51,468.

    Super Cassettes was present in BARC’s list for 9 of the first 11 weeks of 2017. FMCG companies occupied 83 of the possible 110 spots during the period. The Food & Beverages genre represented again by a sole entrant – Coca Cola India Ltd was present in the list for 3 weeks, the online genre represented by Amazon Online India Pvt Ltd (Amazon) and the politics genre represented by the Bharatiya Janata Party (BJP) were present in the list for two weeks each. Please refer to the figure below for the combined weekly impressions of each genre.
    public://F1_2.jpg
    13 FMCG brands were present in the weekly top 10 advertisers list during the first 11 weeks of 2017. As is obvious from the chart, the combined weekly insertions of 29,43,407 by the top FMCG advertisers exceeds the next genre – Confectionarywhich had combined insertions of 2,51,468 by a factor of almost 12 and that of the third genre –Music with combined weekly insertions of 1,68,686 by a factor exceeding 17.

    Among the advertisers, FMCG major Hindustan Lever Limited (Lever) was by far the largest advertiser that was present at the pole position during all the first 11 weeks of 2017. Lever had combined weekly insertions of 11,49,665 during the period under consideration. FMCG player Reckitt Benckiser (India) Ltd (Reckitt Benckiser) was the second largest advertiser during the first eleven weeks of 2017 with 5,35,862 ad insertions followed by Patanjali Ayurved Limited with 3,10,749 insertions. 5 advertisers – four from the FMCG genre and one from the confectionary genre,were present in the top 10 advertisers lists during all the 11 weeks of 2017. Please refer to the chart below.
    public://F2_1.jpg
    To clarify the ads by the FMCG genre further – during every minute of every day during the first 11 weeks of 2017, about 26.54 FMCG ads were beamed. If one were to break this into insertions of only 10 second duration each– every 60 seconds during the first 11 weeks of 2017 witnessed at least 265.46 seconds of FMCG ad duration on some TV channel or the other.

     

  • Don’t miss a single Hot IPL moment

    MUMBAI: Hotstar, India’s leading video-on-demand platform has launched its Vivo IPL 2017 commercial, a clarion call to get ready for the most avidly watched cricket tournament of the year. Hotstar, which is the exclusive digital streaming partner for Vivo IPL, has kicked off its campaign with a 60 second film, to be followed by shorter films as the campaign progresses. The campaign has been conceptualised by independent agency Creativeland Asia.

    The film, set to a track composed by Sneha Khanwalkar and performed by rapper Naezy, opens with people from different walks of life in a typical Indian city, getting their game face on. What’s different, however, is that as opposed to the years where IPL meant life grinding to a halt, we see fans going about their lives, while effortlessly catching all the unpredictable and hot IPL cricket action.

    Hotstar CEO Ajit Mohan shared, “With Hotstar, the old narrative of cities turning into ghost towns during IPL is passé. The audience’s lives have gotten busier and thanks to IPL on mobile with Hotstar, there is no longer any need to make a trade-off between your passion for cricket and going on with daily life. The action on the field can heat up at any time and Hotstar is your ally for not missing a single hot moment, no matter where you are. Na life rukegi, na game rukega.”

    Creativeland Asia founder and creative chairman Sajan Raj Kurup said, “This has been an unbelievably action packed project from the word go. The insight was that Hotstar allows you to go about your life while still catching all the IPL action live. So, no matter what you’re doing – working, studying or travelling, with Hotstar you’re constantly in a state of readiness to catch every bit of every hot match. The fielding stance is a great metaphor for readiness. We used this metaphor to show people around the city being ready for every ball of the IPL. From the script idea to the composition of the music/lyrics and shooting from road to road with a smallish feature-film crew, this is perhaps the most anecdotal project we have done in recent times.”

    Cricket fandom is a ubiquitous phenomenon and with its exclusive Vivo IPL digital partnership, now in its fourth year, Hotstar projects that it will be the first screen for cricket fans this Vivo IPL with more viewers on mobile than on TV, across one million plus population towns in India.

  • Mullen Lintas delivers a ‘baap’ for MTV Beats

    MUMBAI: From the stable of Viacom18, MTV Beats has had a great start to its journey in India. With its unique positioning and differentiated content offering that is targeted primarily towards the youth, the channel has created quite a niche in the Indian Bollywood music space.

    To further popularise the product offering to the Indian masses, the channel has announced the launch of its inaugural brand campaign. Conceptualised and executed by Mullen Lintas Mumbai, the campaign highlights the unique bond that audiences share with music; which is almost like a marriage between two soul mates. That is the core objective with which MTV Beats wants to associate itself with the young viewers of India and be seen as an able partner providing them the best in Hindi music.

    Giving a deeper insight into the marketing campaign of Viacom18  MTV Beats youth and english entertainment head Ferzad Palia said, “Music is an important medium to reach out to young people today, and nobody does music better than MTV. So now that MTV Beats is here, we are heralding it as the birth of the ‘BAAP’ of music because after all, MTV is the big daddy of music. In true MTV style, the marketing campaign for MTV Beats is quirky, unabashed and irreverent yet it clearly communicates the brand’s positioning of being the ultimate destination for Hindi music any time of the day or week. I’d like to thank Mullen Lintas for the creative thought they’ve put into this. The tagline – ‘Blood mein hai beat’ draws heavily from India’s obsession with Bollywood music and reinforces the belief that music is a part of every Indian’s very DNA.”

    With a tongue-in-cheek referral, the video film tracks the journey of one such ardent lover of music who is literally impregnated with seeds of Bollywood hits. The film is centered around the core idea of a love child being born out of one night of passion between the protagonist who gets turned on by the music being played on TV. The film goes on to explore light-hearted circumstances that get created due to the outcome and how she uses her pregnancy to entertain people. So much so that she turns out to be the life of any event where music is a core ingredient. The day finally arrives and the protagonist becomes proud mother to a wonderful child that’s musically-inclined, and is the source of inspiration to everyone around. This feeling is summed up by the core campaign tagline: Blood mein hain Beat. 

    Mullen Lintas EVP Ayyappan Raj said, “It’s one of the most fun campaigns that Mullen Lintas Mumbai has worked on in the recent past. When an iconic brand like MTV is launching a Bollywood music channel there is a strong desire to create something big and different. With that in mind, we wanted to make a statement about the launch of Beats and in the quintessential brand tonality. We are very happy with the way the campaign has come together. Also we are quite happy about the fact that we have ‘delivered’ another successful brand launch for the Viacom18 group.” 

    Highlighting the creative thinking that was arrived for the campaign, Mullen Lintas EC Garima Khandelwal said: “MTV Beats, the offspring. MTV, the parent. A future and a legacy. Bollywood and music ka baap is born. The campaign is aimed to present this storyline, this bloodline. And therefore, to present MTV Beats as the lovechild of MTV and a fan of MTV seemed actually too legit! Enjoy!”

    The film has gone live on popular channels and will span other popular offline and online mediums too. While the TVC takes viewers through the story of the birth, the Print and Outdoor initiatives will bring alive the baby through various avatars.

    See the promo here

  • Ranveer Singh continues Durex association with denims

    MUNBAI: Bollywood superstar Ranveer Singh reinforced his association with Reckitt Benckiser’s condom brand Durex. The actor has now decided to endorse the rubber maker’s new denim product line – denims. Singh tweeted about the announcement today along with a teaser video from his official handle @RanveerOfficial.

    Durex will soon enter the denim market and is all set to make its way into the jeans which is first of its kind and this new association with the Bajirao Mastani male lead has already set the stage says the brand. In the teaser video released yesterday, Ranveer is seen in a trial room telling his fans saying “Guys Durex is launching Jeans and I am the first one to try it”… Then he goes into the trial room and shouts, “Guys this fits really well…”

    About three years ago the Bollywood actor had featured in a Durex condom ad having sex and then rapping and dancing as a part of the campaign – ‘When You Have Great Sex, You #DoTheRex’. That ad had concentrated on the ‘feel good’ factor that one generally gets after sex. That was probably a first – the first time that a male actor had associated himself with a condom brand.

  • #PlayBackToBack for Skybag

    MUMBAI: Skybags has presented a refreshing campaign #PlayBackToBack to launch its latest range of backpacks.

    Creatively conceptualised and executed by Law & Kenneth Saatchi & Saatchi, PlayBackToBack showcases an imaginary scenario where brand ambassador, Varun Dhawan comes out of a bag portraying a non-stop life, packed with fun and style.

    The campaign is dubbed to some foot tapping background music describing the features of the new backpacks and at the same time representing multiple styles for different lifestyles. The new collection includes 81 fresh designs that reflect the passion and personality of college goers, young professionals and explorers who are ready to take on the world. From sturdy weekend rucksacks to impressive professional laptop bags to stylish college backpacks and colorful glow in the dark school bags there is something for everyone.

    Brand ambassador Varun Dhawan says, “PlayBackToBack is filmed on a very unique concept and it is extremely different from any brand film I have done so far. During the narration when I was told that I had to come out of backpack that itself got my attention and I so wanted to see how we can execute it. I hope my fans enjoy watching this campaign as much as I have enjoyed shooting it.”

    V.I.P Industries sales and marketing VP Sudip Ghose says, “As always the new collection will offer the best and the latest trends in backpacks. Today backpacks have become an essential part of our lives. People don’t just carry backpacks anymore, they wear them like an accessory. In this campaign, we have used an imaginary way of storytelling that unveils the collection and also depicts the lifestyle of our consumers which is portrayed exceptionally well by Varun.”

    Law & Kenneth Saatchi & Saatchi joint national creative director Rahul Nangia says, “Skybags is fun stylish brand, meant for the youth. The centre piece of the campaign is a film which captures the energy of the brand and its endorser, but is not limited by logic. And the best part is, it’s all been shot live. No CG!”

  • Campaign for investor awareness ‘Sahi Hai’

    MUMBAI: Association of Mutual Funds in India (AMFI), the trade association of Asset Management Companies (AMCs) of all Mutual Funds in India today launched a comprehensive media and communication campaign, as a part of the mutual fund industry’s investor awareness outreach program, that is aimed to position Mutual Funds as a preferred investment option for potential investors.

    In order to create better awareness about mutual funds as a distinct asset class, SEBI has mandated mutual funds to set apart a small portion of their net assets i.e., 2 bps for investor education, out of which half the amount is now being pooled with AMFI for better utilisation of the funds at the industry level. With these funds, AMFI has launched a new media campaign with an aim to increase the number of mutual fund investors multi-fold.

    The campaign is being launched with the message – “Mutual Funds Sahi Hai” – through different media such as TV, Digital, radio, print, cinema and outdoor hoardings with simple, but very clear messaging through interesting advertisements in different languages. With everyday situations as the backdrop, the campaign impresses on the mind of the prospective investors that mutual funds are the right option for them – Mutual Funds Sahi Hai – as the tag line of the campaign says.

    The campaign was launched by SEBI member G. Mahalingam, who said, “It is for the first time in the history of financial services, that all industry participants have come together to promote the category.”
    AMFI chairman A Balasubramian said, “There is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds.”

    J. Walter Thompson (JWT) was entrusted with the creative work for the campaign. JWT managing partner Rajesh Gangwani said, “We see this as a big platform idea which is multi-layered, multimedia and multi-narrative and can run over a long time frame.”

    JWT Mumbai VP & ECD Hanoz Mogrelia said, “Sahi hai may seem like a very simple idea. But, to execute this idea, we had decided to stay in the space of warm, real conversations between friends. We shot eight commercials over a fortnight using absolute ‘non-models’, we shot at real locations, using live sound recording.”

  • Bhajji launches MoneyGram’s Vaisakhi campaign

    MUMBAI: MoneyGram, a global provider of innovative money transfer services, has announced the ‘Vaisakhi 2017’ campaign in the presence of Harbhajan Singh, famous Indian cricketer. With the campaign, MoneyGram aims to create excitement among its customers in Punjab and bring joy to their Vaisakhi celebrations.

    “Punjab has always been one of our key markets and we come back each year to be a part of this celebration and wish all our consumers a wonderful Vaisakhi. This year we have prepared something special and nothing is more exciting than the chance to win a dream bike,” said Sheshagiri Malliah (Sukesh), head of India and sub-continent at MoneyGram. “We understand the bond between families that work so hard to bring a smile on the faces of their loved ones back home. This year, apart from this special campaign, we have also prepared a new commercial which will be on air as of today. At MoneyGram, we truly believe that being able to move money across boundaries brings people closer.”

    The campaign will last for a month and is designed for customers receiving money in Punjab who will have a chance to win 10 LED TVs, 50 smartphones and grand bumper prize- three Royal Enfield bikes signed by the spinner himself. To promote this campaign, MoneyGram will also run a ‘Spot & Win Contest.’ Customers who spot the signed bike in Punjab and send an SMS with the code to 56677 will participate in the draw to win a smartphone every day.

    “MoneyGram provides not only a reliable platform for moving money seamlessly across the world but also connects people through a joyful celebration. I’m sure that this campaign will make this occasion a special memory. It gives me an opportunity to come back home and be a part of the celebrations altogether with my fans,” said Harbhajan Singh.