ITV

Category: Ad Campaigns

  • Myntra’s new TVC goes viral

    Myntra’s new TVC goes viral

    MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week. 

    This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

    The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

    The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

    “The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

    The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

    The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences.  The recently released film is the first salvo of an integrated interactive campaign for the brand.

  • Myntra’s new TVC goes viral

    Myntra’s new TVC goes viral

    MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week. 

    This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

    The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

    The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

    “The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

    The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

    The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences.  The recently released film is the first salvo of an integrated interactive campaign for the brand.

  • First book on real beauty at Jaipur Literature Fest

    First book on real beauty at Jaipur Literature Fest

    MUMBAI: Amidst the literary spirit that had taken over the country recently, Dove gave an opportunity to women to share their idea of beauty.

    Spread over four days, Dove partnered with Indian women on Twitter to write four unique stories around real beauty. The book called ‘Real Beauty Stories’ is a compilation of stories using real-time tweets by real women. The stories highlighted varied perspectives on beauty and questioned conventional ideas around the same. It was released on Twitter on the last day of the Jaipur Literary Fest.

    On ground, a distinguished panel also fuelled the conversation on real beauty during the event. It featured eminent personalities like Dr. Shashi Tharoor, Javed Akhtar, Anuja Chauhan, Nandana Dev Sen, Shoma Chaudhury and Marie Brenner; who debated and discussed the influence of Literature vs. Cinema in shaping the beauty ideals in the country. 

    On the association with the Jaipur Literature Fest, Guntas Randhawa, Brand Manager – Dove, said, “Dove has always been an advocate of real beauty. And to take this idea of beauty forward in India, we need people who believe in the same and can initiate the debate. The association with Jaipur Literature Fest was only natural. The Real Beauty Stories book helped us take the conversation to over 17 million women online.”

    Burzin Mehta, Group Creative Director, OgilvyOne Worldwide, the agency that thought of the idea said, “Real Beauty Stories is an attempt at challenging the narrow beauty ideal in India, which has been defined by society, cinema, literature, family and fairy tales. We wanted to give women a chance to define beauty their way. And crowdsourcing a book on beauty by real women allowed us to do that in an interesting and thought-provoking way” 

     

  • First book on real beauty at Jaipur Literature Fest

    First book on real beauty at Jaipur Literature Fest

    MUMBAI: Amidst the literary spirit that had taken over the country recently, Dove gave an opportunity to women to share their idea of beauty.

    Spread over four days, Dove partnered with Indian women on Twitter to write four unique stories around real beauty. The book called ‘Real Beauty Stories’ is a compilation of stories using real-time tweets by real women. The stories highlighted varied perspectives on beauty and questioned conventional ideas around the same. It was released on Twitter on the last day of the Jaipur Literary Fest.

    On ground, a distinguished panel also fuelled the conversation on real beauty during the event. It featured eminent personalities like Dr. Shashi Tharoor, Javed Akhtar, Anuja Chauhan, Nandana Dev Sen, Shoma Chaudhury and Marie Brenner; who debated and discussed the influence of Literature vs. Cinema in shaping the beauty ideals in the country. 

    On the association with the Jaipur Literature Fest, Guntas Randhawa, Brand Manager – Dove, said, “Dove has always been an advocate of real beauty. And to take this idea of beauty forward in India, we need people who believe in the same and can initiate the debate. The association with Jaipur Literature Fest was only natural. The Real Beauty Stories book helped us take the conversation to over 17 million women online.”

    Burzin Mehta, Group Creative Director, OgilvyOne Worldwide, the agency that thought of the idea said, “Real Beauty Stories is an attempt at challenging the narrow beauty ideal in India, which has been defined by society, cinema, literature, family and fairy tales. We wanted to give women a chance to define beauty their way. And crowdsourcing a book on beauty by real women allowed us to do that in an interesting and thought-provoking way” 

     

  • World Cancer Day: 5 advertisements that talk about cancer

    World Cancer Day: 5 advertisements that talk about cancer

    MUMBAI: Cancer is a deadly disease and the second leading cause of death amongst many people. Every year a whopping 8.2 million die of cancer across the world. Even then, many still remain ignorant of some basic self-surveillance techniques that can help people detect this deadly disease at an early stage and beat it. And what better medium than advertisements to communicate and convey the message to the masses?

    On World Cancer Day, which falls on 4 February every year, Indiantelevision.com lists five ads that highlight, focus on the fight against cancer and convey the message that no matter how isolating the disease, one should always fight against cancer.

    Read on…

    1) The Sisters – and the true meaning of hair – This four minute ad campaign encourage hair donations for cancer survivors. This ad was directed by Banjong Pisanthanakun for National Cancer institute of Thailand.

    2) Brave and Beautiful – Mullen Lowe Lintas Group India created the Brave and Beautiful campaign for Dabur Vatika to salute women who have defeated cancer and conveys the message that some people don’t need hair to look beautiful.

    3) The Silent Couple – Philips’ silent film on breast cancer is conceptualised by Ogilvy Common Health. The campaign urges husbands to share some household chores with their wives so that they can then use that time to do the breast self-examination test at home.

    4) Macmillan Cancer Support – Macmillan Cancer Support launched its brand campaign with a TV ad that featured a man wandering alone in a blizzard as a metaphor for how isolating the disease can be. The spot was created by VCCP. 

    5) Race for Life – This ad tries to convey that whether you walk, jog or charge around your chosen race for life event, take your place in the fight against cancer.

  • World Cancer Day: 5 advertisements that talk about cancer

    World Cancer Day: 5 advertisements that talk about cancer

    MUMBAI: Cancer is a deadly disease and the second leading cause of death amongst many people. Every year a whopping 8.2 million die of cancer across the world. Even then, many still remain ignorant of some basic self-surveillance techniques that can help people detect this deadly disease at an early stage and beat it. And what better medium than advertisements to communicate and convey the message to the masses?

    On World Cancer Day, which falls on 4 February every year, Indiantelevision.com lists five ads that highlight, focus on the fight against cancer and convey the message that no matter how isolating the disease, one should always fight against cancer.

    Read on…

    1) The Sisters – and the true meaning of hair – This four minute ad campaign encourage hair donations for cancer survivors. This ad was directed by Banjong Pisanthanakun for National Cancer institute of Thailand.

    2) Brave and Beautiful – Mullen Lowe Lintas Group India created the Brave and Beautiful campaign for Dabur Vatika to salute women who have defeated cancer and conveys the message that some people don’t need hair to look beautiful.

    3) The Silent Couple – Philips’ silent film on breast cancer is conceptualised by Ogilvy Common Health. The campaign urges husbands to share some household chores with their wives so that they can then use that time to do the breast self-examination test at home.

    4) Macmillan Cancer Support – Macmillan Cancer Support launched its brand campaign with a TV ad that featured a man wandering alone in a blizzard as a metaphor for how isolating the disease can be. The spot was created by VCCP. 

    5) Race for Life – This ad tries to convey that whether you walk, jog or charge around your chosen race for life event, take your place in the fight against cancer.

  • Rediffusion-Y&R creates ads for LIC’s Single Premium Plans

    Rediffusion-Y&R creates ads for LIC’s Single Premium Plans

    MUMBAI: Rediffusion-Y&R has conceptualised LIC’s latest campaign film, the objective of which is based on two of LIC’s single premium plans.

    The ads for the ‘Bima Bachat’ and ‘Jeevan Shikhar’ plans, which are targeted at the modern upper middle class families, extends the brand proposition of ‘Be rest assured once and for all.’

    LIC’s objective was to build their campaign communication in order to familiarise people with a single premium endowment plan and its benefits, thereby encouraging them to invest in the same.

    Rediffusion Y&R ECD – West & North Pranav Harihar Sharma said, “The film taps the mind space of a father, how he thinks long term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that’s made the core insight in the film.  The story line was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that’s what we tried doing here.”
     
    Rediffusion Y&R president Dhunji S. Wadia added, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution.”

    The campaign aims at making people realise the importance of saving early in life and investing in the future of their loved ones.

  • Rediffusion-Y&R creates ads for LIC’s Single Premium Plans

    Rediffusion-Y&R creates ads for LIC’s Single Premium Plans

    MUMBAI: Rediffusion-Y&R has conceptualised LIC’s latest campaign film, the objective of which is based on two of LIC’s single premium plans.

    The ads for the ‘Bima Bachat’ and ‘Jeevan Shikhar’ plans, which are targeted at the modern upper middle class families, extends the brand proposition of ‘Be rest assured once and for all.’

    LIC’s objective was to build their campaign communication in order to familiarise people with a single premium endowment plan and its benefits, thereby encouraging them to invest in the same.

    Rediffusion Y&R ECD – West & North Pranav Harihar Sharma said, “The film taps the mind space of a father, how he thinks long term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that’s made the core insight in the film.  The story line was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that’s what we tried doing here.”
     
    Rediffusion Y&R president Dhunji S. Wadia added, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution.”

    The campaign aims at making people realise the importance of saving early in life and investing in the future of their loved ones.

  • Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    MUMBAI: Tata Salt has launched its 360 degree communications and marketing campaign, which talks about “Desh ki Rag Rag mein Iron.” Along with a TVC, the campaign has been launched across print, innovative outdoor, radio, on ground activation as well as an integrated marketing plan. The brand has partnered with FCB Ulka for the creation of this new campaign.

    The new Tata Salt Plus TVC is anchored by women who, through unfailing perseverance, do their best both at home and in their professions. They are driven and want to make a difference to the lives around them. They are inspiring and symbols of hope and motivation to a nation that wants to be seen as modern and progressive. Produced by Firecracker and shot by Sujoy Ghosh, the TVC shows a day in the life of what turns out to be a metro pilot. She represents millions of women who are breaking new grounds to multitask and balance homemaking with successful careers in a rising India.

    While the brand tagline of ‘Desh ka Namak’ has resonated with consumers over the past few decades, the brand takes one step forward with this campaign towards its mission of being health keepers of the nation and providing healthy and nutritious product offerings.

    Speaking on the campaign launch, Tata Chemicals consumer products business marketing – head Sagar Boke said, “Tata Salt Plus, complete with Iron & Iodine, is the very embodiment of our company’s vision of serving society through science. Our new campaign focuses on communicating the importance of iron in everyday lives to our consumers, especially to women. Lack of iron significantly hinders your capacity to stay active – and to women who balance many roles in life, staying fit and active is very critical. This was the consumer insight around which the campaign has been woven. Through this campaign, we will be targeting our consumers through multiple platforms, both online and offline, to multiply reach and magnify impact.”

    FCB ULka CEO Nitin Karkae added, “Tata Salt is an iconic brand and ‘Desh Ka Namak’ is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new iron fortified salt with ‘Desh Ka Namak,’ which led to the creation of ‘Desh Ki Sehat, Desh Ka Namak,’ and the TVC that is about empowering the new women of India.”

  • Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    MUMBAI: Tata Salt has launched its 360 degree communications and marketing campaign, which talks about “Desh ki Rag Rag mein Iron.” Along with a TVC, the campaign has been launched across print, innovative outdoor, radio, on ground activation as well as an integrated marketing plan. The brand has partnered with FCB Ulka for the creation of this new campaign.

    The new Tata Salt Plus TVC is anchored by women who, through unfailing perseverance, do their best both at home and in their professions. They are driven and want to make a difference to the lives around them. They are inspiring and symbols of hope and motivation to a nation that wants to be seen as modern and progressive. Produced by Firecracker and shot by Sujoy Ghosh, the TVC shows a day in the life of what turns out to be a metro pilot. She represents millions of women who are breaking new grounds to multitask and balance homemaking with successful careers in a rising India.

    While the brand tagline of ‘Desh ka Namak’ has resonated with consumers over the past few decades, the brand takes one step forward with this campaign towards its mission of being health keepers of the nation and providing healthy and nutritious product offerings.

    Speaking on the campaign launch, Tata Chemicals consumer products business marketing – head Sagar Boke said, “Tata Salt Plus, complete with Iron & Iodine, is the very embodiment of our company’s vision of serving society through science. Our new campaign focuses on communicating the importance of iron in everyday lives to our consumers, especially to women. Lack of iron significantly hinders your capacity to stay active – and to women who balance many roles in life, staying fit and active is very critical. This was the consumer insight around which the campaign has been woven. Through this campaign, we will be targeting our consumers through multiple platforms, both online and offline, to multiply reach and magnify impact.”

    FCB ULka CEO Nitin Karkae added, “Tata Salt is an iconic brand and ‘Desh Ka Namak’ is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new iron fortified salt with ‘Desh Ka Namak,’ which led to the creation of ‘Desh Ki Sehat, Desh Ka Namak,’ and the TVC that is about empowering the new women of India.”