ITV

Category: Ad Campaigns

  • FCB Interface crafts Blazo campaign

    MUMBAI: As a next leg to the campaign launched in 2016, harping on the never-before guarantee: Get more mileage or give the truck back, Mahindra Blazo and Ajay Devgn are continuing the campaign communication in yet another dramatic, hard hitting manner. The campaign has been crafted by FCB Interface with another emphatic communication that underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

    The campaign is on air across leading television channels, supported by digital presence.

    USP of the campaign/ product: Mahindra Blazo comes with a ‘Get more mileage or give the truck back’ guarantee and not a single truck has come back.

    Film Description: The film opens dramatically with a shot that shows a pair of legs and the shadow they cast on the road. As the legs move, we see two trucks right behind and slowly it is revealed to be Ajay Devgn followed by two Mahindra Blazo trucks. As the film progresses, Ajay presents big facts about the Blazo and its FuelSmart CRDe engine and how it is living up to the guarantee that the company offers: Get more mileage or give the truck back. The biggest proof of performance is that ‘not a single truck has come back’! Delivered by Ajay Devgn in his own inimitable style, the film captures Mahindra’s confidence in its trucks in an emphatic manner.

    Excerpt from spokespersons: Ajay Devgn “Such a guarantee is a very big thing for a brand … and if not a single truck has come back then that says a lot.”

    FCB Interface CEO Joe Thaliath says “Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity … And yes, Ajay Devgn continues to be our ‘Suthradhar’ as he has proven to be the best fit for the brand.”

    FCB Interface CCO Robby Mathew says “Some months ago, Mahindra made a claim that no other truck company in India would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer ….”

    Mahindra & Mahindra – truck & bus division sr. general manager – marketing Rajeev Malik says, “Our first campaign was a bold step. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ ….”

  • Dentsu One creates campaign for Honda City

    MUMBAI: Honda Cars has joined hands with Dentsu One to roll out a high-decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda City 2017’. 

    The new 2017 Honda City has redefined not just the segment but the category with its class-leading exterior and interior features. The campaign highlights the car as being leagues ahead and above the competition. In the TVC, City has positioned itself as being more than just a car with ‘one class above’ attributes. Thus, to create excitement in the already saturated sedan segment, the new City redefines the segment codes by introducing ‘one segment above’ attributes to the mid-size sedan. The 4th Gen City aims to attract younger buyers, hence, this TVC has been developed in a way that resonates with younger audience.

    The TVC features ‘Honda City 2017’ being driven through the street. The car, in a sequence of shots, is seen flaunting its features, supported by a sound track ‘Worlds Ahead’ playing in the car and a voiceover that explains how you are and have been Worlds Ahead!

    Talking about the campaign, Honda Cars India senior VP — marketing & sales Jnaneswar Sen said, “The communication proposition truly puts City and the target buyer at a notch above the rest. The tonality resonates with the younger audience who is an achiever and with whom people would like to emulate.”

    Dentsu One NCD Titus Upputuru said, “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating its own game. With its class-defying features, the new Honda City 2017 has gone leaps and bounds ahead of its competition. The campaign celebrates this thought and shows the protagonist, like the car, driving in a world of his own, as the lines in the end of the film conclude, ‘Your world is different from the rest because you are and always have been Worlds Ahead’”

    Dentsu One senior VP Abhinav Kaushik added, “This Honda City is a definitive segment-defying car. To showcase this, the communication had to make a higher-order statement and thereby repositioning the rest as mere ordinary. The new Honda City ushers in a new world of itself with superlative technology and remarkable design.”

  • ‘Chak De’ actor promotes Vodafone Play

    MUMBAI: Taking the ante of its content offering to the next level, Vodafone, one of India’s leading telecommunications service providers, has roped in Chak De India fame Chitrashi Rawat to promote Vodafone Play. Vodafone Play, the content App of Vodafone India is the one-stop destination for live TV shows, latest movies or music, is home to over 14000 movies and more than 140 Live TV Channels.

    Video content has emerged as a major driver of time spent on mobile as well as mobile data consumption. Beginning first week of March, Vodafone is launching an ATL campaign on television and digital media to create awareness and relevance for Vodafone Play, a complete on-demand mobile entertainment destination.

    Studies found that content apps are most often streamed when people have time to kill, during their commute or waiting for something. The TV commercial featuring the vivacious Chitrashi Rawat of Chak De India fame, borrows this insight and is set in a relatable situation with a traditional touch.

    The last to get mehendi applied to her hands, she can’t join the wedding celebrations till it dries, rendered bored and companionless because of the henna. But with Vodafone Play, she discovers that she can fill her down time with fun and excitement. With the swipe of a finger, she can access latest movies, endless music and live TV, not just to entertain herself but also learn all the latest grooves and moves from dance numbers and make sure she shines at the sangeet.

    The month long campaign is supported with innovative communication created especially for digital, a major medium for the target group for the content app users.

    Vodafone India EVP marketing Siddharth Banerjee said, “Multiple content apps provide movies, music and snack-sized videos, but consumers still toggle between different apps for different kinds of content. Vodafone Play fulfills this need gap and offers a complete on-demand mobile destination for our customers.”

  • #CollarUpWithTide adds to pride of Indian women

    MUMBAI: Tide Plus, one of the leading fabric care brands in India from P&G, has introduced the New & Improved Tide Plus. The New version of India’s popular detergent brand has undergone a formulation upgrade, leading to a superior, better performance! Leading actresses Drashti Dhami, Mouni Roy, Namrata Shirodkar and Jasmin Bhasin went on a cross country tour to launch the New and Improved Tide Plus across Big Bazaar & Hypercity stores, and spoke about Tide’s latest campaign #CollarUpWithTide.

    The campaign is a funny take on the perils of hanging your collar to prevent dirtying it, and how with the new best-ever Tide, you can pop up your whitest collar in pride.

    Every homemaker takes immense pride in ensuring that her family looks well groomed, and does not have to face embarrassing situations.

    Actor & producer Namrata Shirodkar, who launched the New Improved Tide Plus in Hyderabad, said, “I recall that as a child, my mother would be very particular about my uniform when I went to school. Now that I am a mother myself, I realize how every homemaker takes pride in her family’s grooming.”

    Drashti Dhami who is known for her extremely popular TV shows like Pardes Mein Hai Mera Dil, Geet and Madhubala – Ek Ishq, Ek junoon unveiled the product in Ahmedabad and Chandigarh.

    Mouni Roy, the widely-acclaimed actress of Naagin fame who launched the Tide Plus in Kolkata, added, “With faster dissolution, more lather & easy rinse – you are in for surprising whiteness!.”

    Jasmin Bhasin, known for her popular show Tashan-e-Ishq and Dil se Dil Tak, took the audience of Bhopal by storm with her vivacious personality and Collar-up ishtyle said, “I have been a hospitality student, and our daily uniforms were supposed to be stark white! I have been through this struggle, and hence the insight for the campaign resonates very well with me.”

    P&G India Fabric Care brand manager Priyanka Goyal said, “The new product formulation aims at delighting the consumer in ways like never before – an even superior product, for superior whiteness, improving the overall laundry experience! The new TVC is a fun, quirky take on relatable situations about men who hang out their collars to avoid getting them dirty, and end up being embarrassed.”

  • MullenLowe’s Hyatt campaign launched at Oscars

    MUMBAI: Hyatt Hotels Corporation has announced the launch of World of Hyatt, Hyatt’s new global platform grounded in the simple idea that a little understanding goes a long way. This reflects Hyatt’s purpose and reaffirms its commitment to building genuine and trusted experiences and engaging its community of loyalists in a way that is meaningful to them.

    The global campaign will extend across TV, digital, social, out-of-home, in-hotel, print, and events throughout 2017 with an emphasis in the United States, China and India.

    The launch of World of Hyatt is supported by an unprecedented integrated marketing campaign, “For a World of Understanding.” The campaign will debut its anthem spot with a universal message during the 89th Oscars® broadcast, leveraging a series of personal vignettes that speak to the power of understanding. The anthem features Grammy-nominated recording artist Andra Day singing, “What the World Needs Now is Love,” the timeless song from Hal David (lyrics) and Burt Bacharach (music composition).

    Created by MullenLowe, the spot was filmed earlier this year in Thailand, Morocco and Spain, and explores how people from different cultures unite through simple human connections.

  • Star Plus brings ‘Nayi Soch’ with Aamir for Women’s day

    MUMBAI: Star India has constantly endeavoured to inspire social change through its thought-provoking programming, and this mission is reflected in the journey of its ‘Nayi Soch’ (new thinking) campaigns, which have continued to positively impact millions of lives.

    In further pursuit of its mission to spark social change through its ‘Nayi Soch’ campaign, Star Plus has released the next chapter in the inspirational series — a special Women’s Day communication featuring none other than superstar Aamir Khan. Created by Ogilvy and directed by Nitesh Tiwari of Dangal fame, the Women’s Day special of ‘Nayi Soch’ puts the spotlight on one of the nation’s biggest social issues of gender inequality and takes it head on.  

    Star India chairman & CEO Uday Shankar says, ”We at Star believe that daughters are equally capable to bring laurels to their families and society. Our latest Nayi Soch film reflects this confidence. It not only questions the gender discrimination that still exists, but also iterates our belief that it is time for fathers to step up and inspire their daughters with confidence and self-belief. Aamir Khan brings great credibility and empathy to the role of a father whose progressive thinking gives his daughters the freedom to flourish.”

     https://we.tl/HKf5rwB013

    The brand film showcases Aamir as a small-town, middle-class but new-age father who is progressive and confident that his daughters will take ahead the legacy of his business. The symbolic act of naming the store ”And Daughters” is a global first in thought and establishes a positive role model that could potentially have a ripple effect on society.

    Khan asserted, ”I think it is a great initiative by Star Plus. The film is a tribute to all the proud dads and their daughters who became the beacons of change.”

    The film ends with the thought-provoking line, “Kaamyabi na ladka dekhti hai na ladki. Kaamyabi sirf soch dekhti hai.” (Success does not consider whether one is a boy or girl; it only takes powerful thoughts into account).

     

  • #TrySomethingNew from FreshMenu.com

    MUMBAI: FreshMenu.com, one of the leading online restaurants, recently launched its online campaign, #TrySomethingNew .The series features inspiring young individuals who have dared to try something different in their lives.

    FreshMenu pioneered the concept of app-based food delivery kitchens in the country. A team of about 500, FreshMenu.com operates its own kitchens, cooks food in-house, and runs its own delivery fleet to drive the entire process of food ordering.

    The campaign resonates with FreshMenu’s belief which encourages people to try something new every day with a daily changing menu inspired from cuisines across the world. It encourages people to explore novel avenues and discover new possibilities in life.

    The series so far has featured three charismatic and dynamic individuals.

    The first video features Charles Ma, a professional Bharatanatyam soloist and guru, whose passion for dance goes beyond the classical idiom to tell us about his inquiry into this mystical art form.

    While the second video narrates the story of underwater photography professional, Bhushan Bagadia whose urge to try something new helped him discover his love for the marine world and sparked his love for underwater photography.

    The newest and the third video features popular illustrator Alicia Souza. While Alicia loved sketching, she never considered it as a viable career option. She worked with several brands including Chumbak before she started her own project.

    FreshMenu.com CEO/Founder Rashmi Daga said, “Every day has something new to offer as the menu is never the same. Hence the campaign #TrySomethingNew reflects the brand’s ideology. It celebrates stories of people from our neighbourhood who took a leap of faith, explored their options, tried new avenues and excelled in it.”

  • Promax & TSBI create quirky campaign

    MUMBAI: Promax has brought on board, Digital first branding agency, The Small Big Idea (TSBI), to partner with them for the upcoming awards ceremony. TSBI recently kickstarted with an innovative social media campaign to announce the key note speaker for the event.

    Conceptualized as ‘#IndustryInsults’, the campaign aims to introduce Mr Bingo, infamous for sending hate emails, in an innovative and quirky manner creating the much desired intrigue on this addressal at the event. The campaign will acquaint consumers to ‘Mr. Bingo’ in a style that’s today benchmarked by his own witty illustrated insults.

    “We have been partnering and participating in Promax for many years, and Mr. Bingo is certainly one of the most unique speakers the event has witnessed. His style fits in naturally to our palette. Through this campaign, we have tried to do justice to Mr. Bingo’s quirky ways and we are sure that our messages will be well received by the industry insiders. It is “SO US”, says The Small Big Idea co-founder Harikrishnan Pillai.

    “Insults can be brutally fun too and our keynote speaker, Mr. Bingo has managed to create a livelihood out of this niche skill. The Small Big Idea, the Digital First Branding agency for Promax has captured this very essence of Mr. Bingo and created a campaign of “#IndustryInsults” that acts as a perfect way of introducing our unique and enterprising keynote speaker by providing witty content in Mr. Bingo’s unique style,” adds PromaxBDA Awards 2017 country head Rajika Mittra.

  • Make the most of this bargain, says ShopClues

    MUMBAI: ShopClues, one of India’s largest managed marketplace known for its deals and unparalleled price points, is now ready to roll out its ShopClues Surety programme alongside its Super-Bargain Sale.

    ShopClues Surety is an extension to ShopClues’ Buyer Protection promise, which ensures that lakhs of products undergo extensive 5 point quality check and have a secure dispatching. It also marks out products sold by brand authorised sellers, providing a hassle free and convenient online shopping experience. The Super Bargain Sale highlights this program by guaranteeing a smooth shopping experience, through products that have not only undergone the Surety checks, but are also available at the best-discounted price-points possible in the market. The sale began on 21 February and ends on 28 February.

    The TVC, christened ‘Super-Bargain Sale’, focuses on the different kinds of bargaining with several characters, from a 20-something girl, to a married couple to Sisters trying to bargain for best deal. The film ends with a voice-over that relieves the audience by offering the ShopClues ‘Super-Bargain Sale’, where one can shop for products at Super-bargained deals without worrying about quality and bargaining. The film has been conceptualised by Enormous brands, the creative partner of Shopclues.

    ShopClues VP – marketing Harneet Singh said, “ShopClues recently completed 5 years since its inception and through the years we have strived to offer the largest selection at the best price points. We Indians love to get the best prices and deals on our shopping, bargain is hence ingrained in our day to day shopping behaviour to achieve it. At the same time quality is also very important as we don’t want to compromise and want the best value for our money. Our Super Bargain Sale campaign, through the new TVC, promises to deliver on these two aspects for our consumers. A lot of hard work has gone in working with our Sellers in getting the best deals on lakhs of products which they sell on our platform. We really hope to delight our consumer through Super bargained deals on Quality checked products and we are sure they would enjoy the TVC.”

    Enormous MD Ashish Khazanchi said, “It’s too easy to fall into the ‘just another sale ad’ club these days. Steep discounts have become table-stakes in the e-commerce world. 70% discount or a steep 80% discount, no longer cuts ice with the consumer. We set out to find new clothes for discounts and stumbled upon a fertile bazaar behaviour – ‘there’s a tireless bargainer in every Indian’. The new film hinges on this very insight to drive home the message of good quality products at already bargained prices.”

  • FCB creates Blue Star ‘cooling’ campaign

    MUMBAI: Blue Star, known for its unmatched innovation, has yet again taken the ‘Precision cooling’ of their inverter AC to a whole new level where it allows setting the temperature in decimals. The new commercial, conceptualized by FCB Interface ratifies Blue Star’s USP in the latest brand campaign.

    The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

    Blue Star Joint MD B Thiagarajan says, “Blue Star has set a new benchmark in the air conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. This reiterates Blue Star’s expertise in cooling and supports our value proposition of ‘Nobody Cools Better’. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

    FCB Interface Chief Creative Officer Robby Mathew says, “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Calcutta-based father-son team of Amar and Arko Sen.”