ITV

Category: Ad Campaigns

  • Play Games24x7 launches new TVC for Ultimate Teen Patti

    MUMBAI: India’s leading mobile games studio, Ultimate Games, has launched an exciting new TV Commercial (TVC) for its highly successful Ultimate Teen Patti app. The TVC captures the intense emotions and gameplay experienced by a Teen Patti player. Ultimate Games is a wholly owned division of Play Games24x7 that has over 10 million players and is a leader in online and mobile games in India.

    The commercial starts with a fervent game of Teen Patti with nail biting suspense filling the air. Right from the slow show of the cards to the beating of the heart, the commercial captures the adrenaline rush that every player feels on a Teen Patti table. 

    Here’re the two interesting scenarios:

    Play Games24x7’s co-CEO and co-Founder Trivikraman Thampy said, “Teen Patti is the most played card game in India. It has elements of tension and thrill that no other card game can bring. We are trying to show that the same excitement can be felt while playing Teen Patti on our app. That is the feeling we want the user to take away from the ad.”

    Credentials:
    Production house was Skylark Productions, Mumbai

    Director: Luv Kalla 

    Showreel:

    One thing that immediately stands out while watching the TV Commercial is that the app has an extremely immersive game play and rich graphics that enthralls a player. The Ultimate Teen Patti app is available for both Android and Apple users. The app instantly connects players to their favourite Teen Patti game. Players can sign-up with their Facebook accounts or create a guest account. The game is currently available in Hindi and English language.

    Ultimate Teen Patti is one of India’s highest grossing apps. If you are new to Teen Patti game, you can read about Teen Patti rules to get started. This free to play app seeks to provide a high level of engagement to its players with new variations, no limit tables, high bonus amount and the industry’s most rewarding loyalty program. Today, it is India’s highest rated Teen Patti app on the Google Play Store with over 50,000 users who have given it a 5-Star rating.

  • Fugay: Playworx facilitates association with Richfeel

    MUMBAI: Fugay, the top starrer and the much-awaited Marathi comedy drama film has already hit the screens, and one of the most successful films at the box office this year. ITW Playworx, an arm of ITW Consulting, has facilitated a successful association between Richfeel and Fugay (the much-awaited comedy drama by STV Networks and GSEAMS). With the leading star cast from the Marathi film fraternity – Swwapnil Joshi, Subodh Bhave and others, the co-branded print and TV campaign hopes to instill in every mind the impact of hair care.

    Richfeel founder Dr Apoorva Shah says, “The association depicts importance of hair care and fits completely with our vision.” “This is an innovative and most pursued marketing strategy to gain prominence amongst relevant target audience,” Dr. Shah added.

    GSEAMS and STV Networks’ respective directors Arjun Singgh Baran & Kartik Nishandar say, “Considering the film has attracted mass audience, the association is flawless to ensure direct connect with the consumers.”

    To leverage the integration amongst maximum audience, the brand is promoting the campaign through a Cobranded TVC and Print campaign.

  • Max Fashion finds 360 ‘Endless Ways’

    MUMBAI: Max Fashion, one of the leading fashion brands in India and the home of everyday fashion, recently executed an innovative and catchy campaign to promote the endless options available across their stores. The “Endless Ways” campaign kicked off with the very first TVC campaign for Max followed by integrations across print, digital, TV and radio.

    The campaign established an emotional connect with consumers, and reinforced the brand’s key motto ‘Fashion for the entire family at great prices’.

    The objective of the campaign was to promote the fact that Max offers 3000 styles under Rs.599, giving customers endless options for purchase, whatever are their reasons, whether gifting, occasions, or just updating their wardrobe. To further capture attention, Max created various situations which could be resolved through a purchase made at Max – this created a fun element to the whole campaign and had people actively participating on ground in malls, on the radio and online platforms, all driving footfalls into the stores.

    Following the route of bringing alive the #Endless Ways theme across all customer touch points, below are some campaign highlights:

    TV Campaign – Phased TV campaigns targeting South and North markets, covering GEC, Movies, Kids, Infotainment, Music, etc.

        Phase 1 reached out to 31 channels in the South
        Phase 2 reached out to 19 channels in the North and 6 channels in Kerala

    TV Integrations -Progressive thematic programs identified channel wise across the South, with #EndlessWays integrated in popular TV serials in Kannada, Tamil and Telugu

    Radio Spots – Thematic spots to establish and extend the #Endless Ways concept. The campaign had a listenership of over 3.6 million in these markets (18-34 MF NCCS AB from TGI 2016)

    Radio Innovations – Live calls with RJs to build interactive content that would engage passive listeners, through the Damage Control Helpline, manned by the host RJ helping callers out of their sticky situations

    On Ground – Stylish brochure highlighting endless looks from the season, Engagement Game Zones in malls, featuring a life size game board where customers could participate and win prizes

    Visual Merchandising – Interactive window with conversation blurbs and emojis; live models carrying situational dialogue blurbs walking around malls and doing freeze formations

    Print – Ads with #EndlessWays integrated in top regional and English publications in top 7 markets to coincide with the peak of on ground activities

    Digital – Reach strategy on Facebook & YouTube

        Google display banners on popular websites
        Content strategy – POP XO & Influencers

    Highlight of the digital campaign – Collaboration with Terribly Tiny Tales to increase brand conversations through user generated content – people were invited to write their own stories integrating #EndlessWays and post on Facebook, Twitter and Instagram. Engagement levels were very high with close to 10,000 likes each on Facebook and Twitter and around 148,000 likes on Instagram.

    The campaign received enormous response from customers and showed the following results:

    •    Footfall growth increase to 73 lakhs, as compared to 51 lakhs
    •    Increased sales growth to 12.77% compared to 8.3%, over a 42 day festive period
    •    57% growth in lapse customer win-back, over a 42 day festive period
    •    44% new customer enrolment.

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  • Alpenliebe TVC portrays small moments of joy in everyday life

    MUMBAI: Alpenliebe Gold, the flagship candy brand of Perfetti Van Melle India, has launched a heart-warming new communication campaign – chhoti chhoti khushiyon ke liye. The new campaign is based on the insight that within families there are always small moments of joy in everyday life, and celebrating these moments not only enhances the joy, but also helps deepen bonds. Alpenliebe has been built as a family brand and encourages consumers to celebrate these small joys of life with the candy they love.

    The commercial opens with two brothers playing cricket with their grandfather sitting nearby. One of the brother hits a shot that breaks the TV antenna. Fear grips the two brothers as their father angrily storms outside to investigate why his TV feed has been interrupted. But the kids are saved by the sudden appearance of a monkey, causing the father to mistakenly blame the monkey and not his bat wielding kids. This unexpected relief calls for a celebration amongst the kids and their granddad. And how better to celebrate than with Alpenliebe? 

    The new campaign will be supported on television and digital platform.

    Commenting on the campaign, Perfetti Van Melle India associate category director Mandar Keskar said, “The new campaign is based on a strong and relevant insight. Brand Alpenliebe has a strong right to play in this space – delicious little treat, universally affordable and loved”

    McCann Worldgroup India executive creative director Kapil Batra added, “Once we zeroed in on the space the challenge was to create an engaging story that not only brings this thought alive but also connects with kids. I am confident this communication achieves the objective”

  • Australia TVC showcases Great Barrier Reef, Ocean Rd, Kangaroo Island & Sydney Harbour Bridge

    MUMBAI: Further leveraging their recent successful campaign showcasing Australia’s incredible aquatic and coastal experiences, Tourism Australia has commenced a fresh phase of its marketing initiatives across the television, digital and print platforms. At the helm of the campaign is a television commercial (TVC) featuring a glorious montage of stunning locales, scenic coastline and incredible tourism experiences Down Under.

    The TVC showcases the pristine Great Barrier Reef, Kangaroo Island, Great Ocean Road, Sydney Harbour Bridge and much more with its enchanting visuals highlighting the beauty and natural landscape of Australia. The commercial will be rolled out across 30 television channels including English entertainment, infotainment, lifestyle, news and select Hindi General Entertainment channels. Tourism Australia will also capitalise on the upcoming India – Australia cricket test series through various media initiatives.

    In addition to television, high impact advertisements will be featured in the print space in collaboration with key distribution partners, including SOTC, Mercury Travels, TUI, Flightshop, D Pauls, Kulin Kumar Holidays, among others. Another major focus of the tactical, offer-driven campaign will be on digital, consisting of regular display ads and content, with aspirational destination imagery and creative renditions, all inviting travel enthusiasts to book a holiday to Australia at unbeatable prices.

    Tourism Australia country manager – India & Gulf Nishant Kashikar said, “Our latest campaign showcasing Australia’s aquatic and coastal scenery has truly captured the attention of the Indian traveller, and reaffirmed our research indications that international visitors enjoy our aquatic or coastal environments in some way – from snorkeling to simply going to the beach. In our upcoming marketing activities, we will leverage uniquely Australian experiences to entice more travellers to choose Australia as their next holiday destination.”

    For year ended (YE) December 2016, Australia welcomed 259,900 Indian visitors, recording a growth of 11 per cent over the previous year, making India the 9th largest inbound market for Australia. For YE September 2016, Indian visitors contributed over A$ 1.15 billion to the Australian economy; an increase of seven per cent over the previous year. Indians spent over 14 million visitor nights in Australia for YE September 2016; an increase of seven per cent over the same period the previous year.

  • Coolwinks’s first TVC to be aired on HBO & HD channels

    MUMBAI: Coolwinks.com has launched its first TV ad campaign that can be viewed exclusively during the Oscar Stunt programme aired on HBO SD and HBO HD channels up to 25 February.

    Promoting the punchline #OpenYourEyes, the ad is subtle take on the stereotypical and gender-biased mindsets. It will be aired during the academy month that is co-powered by Coolwinks.com that will telecast some of the award-winning films such as The Artist, The Untouchables, The Hunt for Red October, The Fugitive and No Country for Old Men at 11 pm on these channels.

    Conceptualized and created by Cheil Worldwide, the TVC takes forward the brand’s core communication and philosophy, ‘Discover the power of vision.’ The 15-second ad shows how three men sitting outside a café make assumptions that a woman will fail to parallel park her vehicle. The TVC goes on to highlight the stereotypical mentality of men and how it should be open their eyes to reality.

    Coolwinks.com country head Ganesh Iyer said, “Through our premium ad positioning, we expect a hike in our brand search queries and a boost in our overall digital campaign performance.”

    Coolwinks.com wants to break the common notion that eyeglasses make people look ‘uncool’ and establish the fact that stylish and snazzy eyeglasses are a great way to make a fashion statement. Through this association, Coolwinks.com aims to popularize the use of eyewear that balances looks, comfort and functionality perfectly.

  • Drink clean water, urges Moonbow

    MUMBAI: Moonbow, the umbrella brand from sanitaryware company HSIL Limited launched their TVC campaign ‘Ab India Peeyega Achcha’ for their water purifiers.

    The TVC narrates the story about the innocence of childhood as children from different socio-economic background play together and share water since ‘Accha Paani Share Karna Acchi Aadat Hai’. The new TVC visibly captures Moonbow’s initiative to highlight that everybody irrespective of their race, caste or creed is entitled to pure drinking water.

    Speaking on the new brand campaign, HSIL Limited president – consumer products division Rakesh Kaul said, “One of the biggest challenges in India today is access to clean drinking water. With this TVC, we perfectly capture the brands commitment towards providing consumers across India with clean drinking water. The TVC will play on primetime TV slots across general entertainment channels, select English and Hindi news and movie channels from 14 February.”

    Translating the product thought of ‘Ab India Peeyega Accha’ on to a story line came from the life insight, that children see no barriers. Marrying the same to the aspiration of the brand to make good drinking water accessible to all. The TVC celebrates and demonstrates the same through its story line. Invoking the emotions of oneness that is fuelled even more in the social fabric of the country today. It is a simple story that begins in the kitchen of a home where a kid takes off to play with a bottle of water from the Moonbow water purifier to the playing field. The kid sees a bunch of boys as spectators, and invites one of them to play, after a demonstration of his skill. Soon the other boys other boys are also invited to play. The TV commercial ends on a high note of sharing water because when you have something good you share it with others, instilling the spirit of oneness.

    According to the director Aman Sachdeva, whose recent work includes TVC’s for Oppo phones with Hrithik Roshan, Akash Digital, Nestle and Ministry of Power, said, “Films are as good as the teams involved in it. We made an honest film with a sublime message of how kids don’t have any prejudices when it comes to social class/ background differentiation. Authentic casting, convincing performances and emotional quotient of the film is just about in right balance as intended.”

    Quoting on the TVC, Team Contract said, “In a fairly cluttered market, where every brand spoke of technology and gave rationale to why their water purifier works seemed very similar to each other. The idea really qualitatively talks about the collective spirit with ‘Ab India Peeyega Achha’. While the broader theme was about Sharing is good, and with Moonbow Water Purifier, you share good water no matter who you are sharing it with.”

  • Mother Dairy’s #ForeverIceCream on V-Day

    MUMBAI: Mother Dairy Ice Creams, the leading ice cream brand has launched a digital campaign titled #ForeverIceCream, on the occasion of Valentine’s Day.

    The campaign is based on the observation that around Valentine’s Day, people experience social pressure to find a date or fall in love. Those single are gloomy at the prospect of spending Valentine’s Day alone as their friends will be busy with their partners.

    Mother Dairy Ice Creams wanted to change these stereotypes and engage the young ones who are single at heart. The brand along with WATConsult, India’s leading and most awarded digital and social media agency, part of Dentsu Aegis Network, has launched a series of short videos that depict the perks of being single.

    Mother Dairy Fruit & Vegetable business head – dairy products Subhashis Basu said, “At Mother Dairy, it has been our constant endeavour to have a distinct approach to engage our consumers and delight them with exciting experiences. Breaking the stereotypes this Valentine season our #ForeverIceCream initiative has been specially designed for singles to share their side of fun and how our ice creams are an all-time companion. We are hopeful that consumers will like the approach, aimed to bring the sweetness in the lives of all those who are young at heart and single.”

    WATConsult founder and CEO Rajiv Dingra said, “The communication by most brands around Valentine’s Day feature couples in love. With #ForeverIceCream we wanted to break away from this conventional approach and showcase that being single is more fun through a series of videos.”

  • Tanishq gives #GiftFullOfLove

    MUMBAI: For Valentine’s Day, Tanishq and 22feet Tribal Worldwide are back with the heartwarming film which beckons the viewers to give a #GiftFullOfLove to the person you love. Not because it’s a day to celebrate ‘love’, but because you love them.

    The film looks at Valentine’s Day as not just an occasion to celebrate love between two spouses but as an occasion to celebrate love in all forms and relationships. It explores various relationships a person has in their lifetime and how Valentine’s Day is a celebration of all of them. An older couple, a recently married couple, two sisters, father and daughter, all of them come together to celebrate this day of love with Tanishq- a Gift Full of Love.

    The background monologue states how love is not bound by age or marital status; that one can choose their own Valentine or be their own Valentine! The act of gifting should be filled with love irrespective of one’s choice. All this while cleverly showcasing Tanishq’s various branch outlets across the country.

    This film simply serves as an unusual take on one of the many simple truths of life and breaks the clutter for the brand. It has received an overwhelming response from the brand’s social followers, resulting in over 111K views and 337 shares on Facebook alone since the film’s released on 8 Feb 2017.

    Titan Jewellery Division marketing head Deepika Tiwari said, “Valentine’s Day has a very clichéd interpretation in the minds of the people. Whereas it can be a day to be celebrated with anyone you love. And that’s exactly the manner in which Tanishq has looked at it. Including all the possible relationships that can be your Valentine.”

    22feet Tribal Worldwide business development lead Ramraaj Raghunathan added, “Tanishq has always been passionate about exploring and celebrating the bonds that connect people. Our products symbolize love, trust and commitment. Though this web film on Valentine’s Day, we hope to encapsulate love in all its forms and celebrate it with all of customers.”

  • Tech in Durex Love ad

    NEW DELHI: February may be the shortest month of the year, but for love it is an important month as Valentine’s Day falls on 14 February.

    In a bold move to ignite the passion among lovers in this month of love, sexual wellbeing brand Durex has launched a new campaign, ‘Look Up For Love’.

    The new campaign aims to demonstrate that when utilized properly, technology can rekindle the romance.

    The campaign has been designed in view of the era where technology has become an addiction and where lovers are too immersed in their virtual world on mobiles and miss their real love.

    A recent study on one-upmanship in relationships has shown that when a person begins to play with a mobile phone, the partner tends to spend even more time on his or hers. The survey showed that 71.4% admitted using mobile phone very often and 61% agreed that their partner uses a mobile phone frequently.

    Consequently, relationships are affected because of the technology and importance of creating a ‘technology-free’ zone with one’s loved one.

    The campaign aims to bring together couples who are estranged because of the frequent usage of technology and encourage them to have a more real conversation with each other. For enhancing the relationship and build true connection, Durex has launched the Love Bug – A reminder to the partner that one wants to be #TrulyConnected.

    Speaking about the new campaign, RB India Marketing Director Rohit Jindal said: “The campaign is an attemptto inspire couples to ditch the technology, have a more real conversation and connect with each other this Valentine’s Day. We believe that key to a healthy relationship is staying engaged and appreciating every moment with each other.”