MUMBAI: Health food brand Gaia Good Health took social media by storm with its latest digital campaign #ThingsYouGiveUp, which was created by Xebec Digital.
The campaign #ThingsYouGiveUp saw people share stories with the brand about the various things they give up in pursuit of their dreams and ambitions.
The social media chatter created by the campaign resulted in a nationwide trend for two days.
Speaking about the campaign, Gaia Good Health CEO Dolly Kumar said, “Today’s individual is aspiring and does not mind giving up health on occasions to meet daily targets and achieve dreams. But there is always a room to compensate by making those smart choices. That’s where Gaia wanted to fit in.”
Xebec Digital CEO Sowmya Iyer added, “The idea was to make people realise that in this faced-paced life, health knowingly unknowingly does take a beating. That’s where Gaia as a health brand ran a contest on twitter asking people to share their stories where they have given things up to achieve their goals.”
“The contest was designed in such a way that people started realising how they neglect health. The brand started receiving stories of confessions and resolutions to walk the path to good life,” said Kumar.
As the brand asked people to share their story of compromises, its social pages saw people confessing and then realising the importance of health through the #ThingsYouGiveUp campaign.
The ball was set rolling on 1 December as people started identifying with the campaign and Gaia’s handle started receiving tweets like “Skipped breakfast to make it to work on time,” “Gave up Zumba lessons for studies” and “Gave up spending time with my family for work,” among others.
MUMBAI: Health food brand Gaia Good Health took social media by storm with its latest digital campaign #ThingsYouGiveUp, which was created by Xebec Digital.
The campaign #ThingsYouGiveUp saw people share stories with the brand about the various things they give up in pursuit of their dreams and ambitions.
The social media chatter created by the campaign resulted in a nationwide trend for two days.
Speaking about the campaign, Gaia Good Health CEO Dolly Kumar said, “Today’s individual is aspiring and does not mind giving up health on occasions to meet daily targets and achieve dreams. But there is always a room to compensate by making those smart choices. That’s where Gaia wanted to fit in.”
Xebec Digital CEO Sowmya Iyer added, “The idea was to make people realise that in this faced-paced life, health knowingly unknowingly does take a beating. That’s where Gaia as a health brand ran a contest on twitter asking people to share their stories where they have given things up to achieve their goals.”
“The contest was designed in such a way that people started realising how they neglect health. The brand started receiving stories of confessions and resolutions to walk the path to good life,” said Kumar.
As the brand asked people to share their story of compromises, its social pages saw people confessing and then realising the importance of health through the #ThingsYouGiveUp campaign.
The ball was set rolling on 1 December as people started identifying with the campaign and Gaia’s handle started receiving tweets like “Skipped breakfast to make it to work on time,” “Gave up Zumba lessons for studies” and “Gave up spending time with my family for work,” among others.
MUMBAI: After a successful launch, United Spirits-NDTV Road to Safety, a Diageo initiative returns in its second year to address one of the biggest concerns for the Indian government and society today the appalling state of road safety in our country. Last year, to make India’s roads safer, a 7-point road safety agenda was presented to the government. The agenda covered a lot of aspects ranging from the laws that need amendment to the traffic police force that needs training.
This year too, the campaign attempts to address this issue by encouraging citizens to take a pledge to never drink and drive. As a part of this initiative, in conjunction with the Ministry of Road Transport and Highways a special talk show was hosted with the honorable Minister of road transport and highways Nitin Gadkari at the Gateway of India, Mumbai.
Union Minster for Road Transport & Highways, Nitin Gadkari stressed on the importance of making airbags mandatory in every type of car. It is the primary duty of the government to establish measures to protect the life of people irrespective of caste or creed. He further highlighted the significance of having a scientific process of issuing licenses. 30% of driving licenses are bogus. He promised to open 3000 centers in the country for driving and fitness measurement in order to procure those licenses He also requested people to identify accident prone areas on highways and report them on the government website. There are a total of 726 accident and black spots in the country. The government is investing 11,000 crores to improve the condition of these spots and working in the right direction to make Indian roads safer.
In its second season, United Spirits-NDTV Road to Safety, a Diageo Initiative, a social campaign attempts to make our roads safer and reduce the number of ‘preventable accidents’ by encouraging citizens to demonstrate more responsible behavior behind the wheel. While lack of awareness, bad road designs, poor maintenance of roads is definitely a part of the problem, a majority of the accidents are a result of drunken driving too.
This year, the event was attended by some of the country’s leading experts, policy makers, and NGO’s to highlight local issues, agendas and recommendations for the road ahead.
Speaking about this landmark initiative, United Spirits Ltd. business head luxury vertical and corporate relations Abanti Sankaranarayanan said, “The United Spirits-Diageo ‘Road to Safety’ initiative aims to create the necessary impact to address the abysmal state of road safety in our country. In collaboration with local and national partners – the government, civil society, individuals, families, and the industry; we aim to take Phase-II of the programme to greater heights by encouraging more people to drink responsibly and put safety first.”
MUMBAI: Come March and cricket mania is all set to hit the country yet again. The ICC World Twenty20 will kick-start on 8 March, 2016 and official broadcaster Star Sports has come up with a campaign to pull in viewers.
While last year’s catchy ‘Mauka Mauka’ campaign for the ICC World Cup was a clear winner, the latest one for the ICC World Twenty20 with the tagline ‘Taiyaari Kar Lo’ has drawn mixed reactions from creative heads from the advertising fraternity.
Star Sports had rolled out teaser ads on television in December last year playing somewhat on the lines of superstition or good luck charm… call it what you may. The teaser ad saw a tenant returning to his previous landlord’s house wanting to rent the place as it was there that he had lived when India won the ICC World Cup 2011. The ad ended by asking viewers to get ready – Taiyaari Kar Lo – for the upcoming tourney.
The latest ad in the campaign to hit screens featuring none other than the Indian captain Mahendra Singh Dhoni and his celebrity stylist Sapna Bhavnani also plays to the same tune. The ad has created quite a buzz among the digital audience as well.
The ad shows Dhoni brainstorming with Bhavnani over his next hairstyle and look for the upcoming tournament. Bhavnani plays around with some extreme and some quirky looks for the sports star, each time getting a raised eyebrow or a witty retort from Dhoni on how it won’t work with his fans. Until finally, Bhavnani draws out a wig for Dhoni, asking him to maybe sport the ‘Mahi’ look from the World Cup when India won.
The campaign lives up to its name, asking the audience to get ready for the tournament that will ensue from 8 March, 2016.
The ad is a must watch for all Dhoni fans, who follow his style funda, and also get some insight from the lady who does the ultimate magic.
When asked about their take on the new Star Sports campaign for the tournament, several creatives from the industry felt that it’s a refreshing new way to treat a cricket tournament. Not going the ‘anthem’ way definitely poses limitations and challenges to come up with ways to connect with the audience with the same fervour.
Given that it is a campaign on ICC World T20, one can’t help compare it to the magnus opus that Bubblewrap Film’, ‘Mauka Mauka’ was. It not only won several awards but also won millions of hearts.
“Seldom are there advertisements that touch our hearts and instil that natural feel, which ‘Mauka Mauka’ did. It captured everyone’s imaginations very quickly and the catchy jingle was on everyone’s lips. While ‘Taiyaari Kar Lo’ has handled the subject in an entirely different manner, it does seem a bit low key placed against ‘Mauka Mauka,’” shared an advertising industry veteran.
Industry insiders, however, also feel that it’s unfair to pit one against the other. “‘Mauka Mauka’ was an instant hit. Ideas like that come very rarely and when they do, they create a legacy of sorts. Hence it becomes extremely challenging to do something in the same category and one up it. But this constant comparison may also blind us from looking into the charm of the new campaign,” opines another executive from an ad agency.
Nonetheless, giving the new campaign the benefit of doubt, he also added, “But it’s too early to comment on it. This could be a warm up to a more elaborate campaign, which may culminate in an anthem like creative as well. So we should wait and watch for now.”
How this creative saga pans out over the next couple of months remains to be seen.
MUMBAI: The Rajasthan government will be launching a multi-year, multi-modal and multi-narrative domestic and international tourism campaign on 15 January, 2016 and has set aside a corpus in excess of Rs 100 crore for the same.
Over the next few years, the government is expected to spend the money on the campaign, which envisages rebranding Rajasthan Tourism, including a new logo. The state has partnered with Ogilvy & Mather for the creative side of the campaign.
Despite wide and deep attractions, Rajasthan’s lack of tourism marketing over the last 25 years has resulted in the state falling considerably in international tourism (its share has fallen from 33 per cent to 20 per cent of international travellers) and domestic tourism arrivals (the state gets half of Madhya Pradesh’s 63 million internal tourists) because of aggressive efforts from other states. Tourism is not only employment intensive but capital efficient: it generates 78 jobs per million rupees of investment compared to 45 jobs per million rupees in the manufacturing sector. It not only provides jobs to a wide spectrum of job seekers but many opportunities accrue to women (internationally women account for 70 per cent of the workforce of tourism).
Rajasthan principal secretary Tourism Shailendra Agarwal said, “Rajasthan has not conducted a tourism campaign for the last 25 years and this effort could attract at least one million incremental tourists with a considerable multiplier effect on growth and employment for our state.”
Ogilvy & Mather South Asia executive chairman and creative director Piyush Pandey added, “Rajasthan Tourism is the campaign I have been waiting for, for the last decade. It is my home state and I think I owe it an impactful and effective campaign. I am looking forward to the exciting times ahead.”
The campaign is part of an overall plan for Rajasthan Tourism 3.0. Rajasthan Tourism 1.0 was from Independence till the early 80s whose engine was the state’s landscape. Rajasthan 2.0 began with heritage hotels and forts. Now Rajasthan Tourism 3.0 will combine assets from both phases with an aggressive marketing campaign, a new logo and packed experience calendar that is being developed.
The state government has also appointed a Steering Committee to monitor the creation and implementation of this campaign that includes Mira Mehrishi (Member Secretary Chief Ministers Advisory Council), Shailendra Agarwal (Principal Secretary Tourism), Malvika Singh (member Chief Ministers Advisory Council and Writer), Shoba Narayan (author and journalist), and Anil Chaplot, (Director tourism).
MUMBAI: In a bid to enable India’s women power through their chosen path of success and #OwnThose5Days of the month, Whisper India launched the New Whisper Ultra. Bollywood actress Parineeti Chopra along with Mandira Bedi unveiled the new Whisper Ultra and simultaneously busted one of the most prevalent period myths of hiding sanitary napkin packets in a newspaper, by tearing open a giant newspaper covering the New Whisper Ultra pack.
Chopra and gynaecologist Dr. Nandita Palshetkar highlighted the benefits of the new product from Whisper India.
During the launch, Chopra stressed upon the need for women in India to realise their dreams and be unstoppable in life, saying, “In today’s day and age, women are donning various roles and undertaking numerous responsibilities. They are going that extra mile to test their capabilities and abilities both professionally and personally. I think as new age ultra girls, we should have an unstoppable attitude on all 30 days of the month and not hold ourselves back on those five days as well. It is high time women broke away from senseless period taboos and kudos to Whisper for enabling us to stride ahead even during periods. We need to remember when we have a superior sanitary napkin like the New Whisper Ultra that offers five times better protection than ordinary pads; we can follow our dreams and #OwnThose5Days with confidence.”
The launch event culminated with an interesting interaction between teen college girls, Chopra and Dr. Nandita wherein the girls shared situation and problems they have faced during their periods, which the duo addressed highlighting the benefits of the product.
MUMBAI: Tata Motors has unveiled a unique immersive marketing campaign titled ‘7 Senses’ for it’d recently launched ZICA. 7 Senses is designed to give a complete experience of the car, making all the senses work together to create an emotion that is greater than the sum of its parts. The campaign will unfold in a phased manner and will cover all seven senses namely sight, smell, sound, taste, touch, intuition and equilibrium.
According to Tata Motors passenger vehicles business unit president Mayank Pareek, with #madeofgreat campaign the company has charted a new course in its brand building and transformation journey. “We continue to roll-out compelling campaigns with an aim to bring our consumers closer to the brand. We are gearing up for the ZICA launch and as a build-up to the launch, it is imperative we provide our customers with an immersive experience of the car and further help build a brand recall. Through the ZICA ‘7 Senses’ campaign we will not only ensure that our customers experience the car, but also cherish the experience.”
ZICA 7 Senses: The campaign has been derived out of the insight to make one feel livelier and young at heart rather than mundane like daily chores of automated choices.
Sight: ZICA truly embodies the company’s Impact Design language, a philosophy which forms the over-arching design brand and stands for ‘Immediate Impact at first sight. Lasting Impact over time. To truly experience the youthful, energetic and bold character of the car even before it is launched, Tata Motors will be rolling out a Virtual Test Drive App that elevates the simplicity of 2D Video into an immersive 3D experience.
Smell: ZICA is a fresh product that will connect with the youth as well as anyone who is young at heart. It will make a person feel great while also making him/her look aspirational to their peer group. Distilling these attributes into a bottle, Tata Motors will be introducing the ZICA signature fragrance that captures the spirit of youth.
Sound: Recognising the dynamic consumer world where connectivity is an increasing need for all, ZICA comes equipped with an audio acoustics system designed exclusively by HARMAN. With an eight speaker audio system and speed dependent volume control, ZICA will deliver a new level of driving and ownership experience.To further enrich this surround sound – like experience, Tata Motors will introduce the ZICA anthem, a soundtrack of a new generation, that can be played on the HARMAN infotainment system. The superior quality of the infotainment system and the peppy beats of the anthem is sure to pump you up.
Taste: Tata Motors truly understands that life isn’t just about the big achievements, but about the little victories in life. To celebrate these little joys of life, the company will introduce ‘The Zica Chocolate,’ which will allow an individual to reward themselves for the goals achieved in life.
Touch: The ConnectNext Infotainment System delivers the entire world at your fingertips. ZICA introduces new segment-first applications like the Smart NAVI and the Juke-Car app. The first-of-its-kind NAVI app displays TBT (Turn By Turn) Navigation when connected to a smartphone via Bluetooth. The NAVI app also provides guidance on Estimated Time of Arrival (ETA) and Next Maneuver, which helps in simplifying navigation while driving. Along with Bluetooth pairing, it also supports speed volume control, steering wheel mounted information controls and phonebook on-the-fly.
The Juke-Car application, a first-in-segment feature, utilises mobile hotspot to create a virtual network and host a service for sharing list of available songs in the device. All connected devices can view the song list on the hotspot device. Users can place their requested song queuing. The Juke-Car app then plays the songs one after the other. All this and more is just a touch away in the ZICA.
Intuition: With the intelligently designed 22 utility spaces, ZICA comes with more storage spaces than its competitors, which gives a new dimension in intelligent design, making traveling in a ZICA more intuitive than ever before.
The car comes loaded with multiple storage spaces such as a smart driver side pocket, cup-holders on front console, tab holder in glove box, smart recessed storage on dashboard, which make the drive experience very comfortable.
Equilibrium: The ZICA has been designed and programmed to deliver best-in-class fuel economy and a peppy driving experience with segment-first features. Turning the key puts all the senses into overdrive and when the car is in motion, it helps one leave all worries miles behind without her/him even knowing it, that is when one attains complete balance in life and this is true Equilibrium.
MUMBAI: Leo Burnett’s new campaign for McDonald’s titled #ThodaTimeAur aims to get Indian consumers more social.
Calling the new Maharaja Burger as the social burger, the new TVC urges people to spend quality time with friends and family over a hearty McDonald’s burger.
Given the fast paced life, people mostly hurry through their lives and also through their meals, hardly finding time to communicate and share quality offline experiences. Using this simple insight, Leo Burnett has launched a new campaign for McDonald’s – #ThodaTimeAur to help the brand launch its new product offering – the Maharaja Mac – the Social Burger, across the country. The new sandwich is available in two variants – flame grilled Chicken & the first ever veg Mac that takes time to finish, giving people #ThodaTimeAur to catch up with friends and family.
McDonald’s India – West and South marketing and digital director Kedar Teny said, “As we celebrate the 20th anniversary of McDonald’s in India this year, we decided to reinvent one of our most iconic burgers – The Maharaja Mac. The New Maharaja Mac offers a fulfilling dining experience to customers and is a meal in itself. The build of the burger is such that it takes more time to finish, thereby giving people more time to socialise. This proposition takes forward the brand’s agenda of building sociability at the heart of everything it does. The campaign strikes up a conversation with consumers that largely focuses on gaining their share of time. Our campaign tagline #ThodaTimeAur highlights how the Maharaja Mac allows the customer to socialise and spend quality time with their friends and family, and enjoy a memorable dining experience. We are extremely delighted to kick start the year with this exciting launch and will continue to stay attuned to the evolving needs of our customers and constantly innovate menu to stay ahead of the curve.”
Leo Burnett CCO RajDeepak Das added, “Maharaja Mac is the social burger from McDonald’s and its purpose is to allow people more time to socialise with friends and loved ones. Aptly titled #ThodaTimeAur, the campaign demonstrates how with Maharaja Mac’s great taste and large size, one can involve in long conversations, thus helping to further establish the brand’s image as a great place to connect and share for real.”
MUMBAI: Makeshift arrangement or ‘jugaad’ as we call it here, is a long running tradition of sorts for a few. We all must have, at some point of time, gone ahead with a temporary solution for our everyday household issues.
That’s why Ogilvy Bengaluru’s new #anti-jugaad campaign, with heart thumping beats and ‘I can sing along too’ lyrics, for popular classified portal Sulekha.com catches consumers with the right hook. The punch comes when the TVC, directed masterfully by Prasoon Pandey under Corcoise production house, gives viewers a glimpse of all these ‘jugaads’ gone wrong and backfiring, while craftily urging users to seek professional help from the services advertised in Sulekha.com for a sustainable fixture to their everyday issues.
Ogilvy & Mather Bengaluru senior vice president and head of advertising – South Tithi Ghosh tells Indiantelevision.com that the idea to launch a campaign on anti jugaad was inspired by the lives of relocating young couples who find it hard to meet their requirements in a new city without any connections or network.
“Earlier when we never moved cities, the practice was to use the ‘family carpenter’ or ‘family plumber’ – who would come with recommendations from uncles and aunts. Now with an increasingly mobile population in India, young couples and families find themselves at sea when they relocate. Since the quest to find an expert in a new city, is as painful as the problem itself, consumers resort to makeshift solutions. Consumers shared funny anecdotes with us about their experiences with quick fixes and struggle to find someone reliable, which led us to the ‘jugaad’ idea. It’s a cultural phenomenon but not the best solution to home issues. Obviously our brand represents an antidote to jugaad,” she shares when asked what led them to come up with the concept.
“Our planning team studied consumer behaviour when enlisting services like plumbing, remodelling kitchens – basically all kinds of home services and the findings were narrowed to the sharpest insights, which had creative potential,” Ghosh adds.
A pan Indian campaign, to ensure that familiarity with language does not come in the way of enjoyment the jingle, is sung in multiple languages with the top eight metros as the key target markets for the brand.
The campaign will be visible on television, radio, outdoor and digital as well but with a different approach to the campaign for each medium. “You will experience different kinds of engagement on different mediums. The idea is to leverage the opportunity each medium presents for the anti jugaad thought. So it will not be a cut and paste campaign – it will take on different avatars on different mediums. We are using several platforms on digital,” points out Ghosh.
While taking the 360 degree route, the agency has innovative marketing plans to take the campaign forward. “Firstly, we wanted to make sure enough number of people viewed the ninety second video. So we released it on digital a week ahead of television. Fifty per cent of the audience, around 30 million in the top eight metros should get to see the ad at least thrice. On television, we are re-marketing. So those who do not view the ad on TV will be targeted on digital. We are using audio beacon technology,” she explains the strategy in detail hinting that the agency has very strong digital plans to make sure the brand statement penetrates the target market.
Not to mention, the brand is also putting in a considerable chunk of its marketing spends on the campaign. “Our audience is using technology to empower themselves, they are seeking new information and solutions online. Therefore we have a very heavy digital plan. Native stories, YouTube, Twitter, top apps and Facebook are all being deployed. The campaign will soon break on television and significant investment will be made,” Ghosh adds.
“In the cities where radio as a medium is popular, we are augmenting radio reach with digital radio channels like Saavn, Gaana, Hungama,” she informs.
The video has already garnered three million views each on YouTube and Facebook. The hashtag of the campaign was also trending on various social media platforms.
Behind every successful electronic advertisement, there’s a music director and lyricist, who is credited for drawing everyone’s attention at one go. And such is the case with this campaign whose lyrics have been penned by none other than Prasoon Pandey. Moreover, the ad’s soulful and catchy music has been given by music director Dhruv Ghanekar. The lyrics through its simple yet catchy wordings, builds the protagonist in the TVC up to a superman who can find a solution to anything through his clever mettle and yet finds himself at loss when luck averts its eyes from him.
The ad resonates well with every guy or girl who has a sense of pride in finding quick solutions, and yet is constantly worried if their fixes will sustain.
NEW DELHI: Indian fashion marketplace for women Voonik has unveiled its first television ad campaign featuring Bollywood director Farah Khan.
The TVC promotes the idea that every day is an occasion to be fashionable.
This concept is highlighted with the campaign tagline, “Har Din Fashion Karo.” Mullen Lintas was the agency behind the ad campaign and the film has been produced by Jamic Films with Nikhil Rao as the director.
The ad will go on air across leading TV entertainment and lifestyle channels from 10 January onwards. It will first air on 10 January at 8 pm on Colors & Colors HD during the screening of the Stardust Awards 2016, which is co-hosted by Farah Khan.
Voonik CEO and co-founder Sujayath Ali said, “Through this TVC, we aim to engage with ‘real women’ between the ages of 21 and 35 who desire to be fashionable but often make an effort only on special occasions. For too long, fashion has been the preserve of a few and the real woman was never part of that movement. Voonik changes that by giving them easy access to the largest collection of women’s fashion with over 15 lakh products, by showing them an insanely relevant shopping feed through an intelligent engine that understands their personality, tastes, lifestyle and budgets and through a fabulous shopping experience that is enjoyable and engaging.”
The TVC film uses Bollywood thematic elements by showcasing women in every day scenarios like shopping in a vegetable market, picking up a bike in the garage and going to office. They are shot in typical Bollywood style with a focus on their clothing and attitude. Khan further reinstates the core message by saying, “Zindagi ek film set hai; imagine karo. Jahan mauka mile; fashion karo.” (Imagine that your life is a Bollywood film set; be fashionable each day!).
Speaking on the ad film, Mullen Lintas national creative director Shriram Iyer said, “Voonik wanted us to create a very simple yet appealing film that would hit a chord with its female customer base. Our idea is based on the insight that every woman has an innate desire to dress up and look good, no matter what the occasion. Sometimes, we just get too caught up in conventions. This campaign encourages women to seize every opportunity to celebrate her beauty. The TVC aims to encapsulate this message and create a deeper connect with the women audience through the use of Bollywood-centric elements. Farah Khan fits in with this concept perfectly through her strong association with all things filmy and the glamour quotient associated with her brand of cinema.”
Voonik has also appointed Lodestar UM, part of IPG Media brands, India to lead its media mandate in the country. “We chose Lodestar after a multi-agency pitch because of its excellent approach to segmenting and targeting the women audience, buying efficiencies and flexibility. We felt they are the best match to drive our ROI focus to customer acquisition,” said Ali.
Lodestar UM CEO Nandini Dias added, “We are excited to deliver a differentiated solution to Voonik. It is a pleasure to be associated with a company, which is young and growing immensely. We will leave no stones unturned to make this campaign a success across critical media touch points.”
To celebrate this concept on a wider platform, Voonik is launching this campaign digitally with its hash tag “#HarDinFashionKaro”.
