ITV

Category: Ad Campaigns

  • Hike Messenger’s new brand campaign reaches 200 million consumers

    Hike Messenger’s new brand campaign reaches 200 million consumers

    MUMBAI: Hike Messenger has launched its biggest ever brand campaign that will reach as many as 200 million consumers. The brand campaign rollout comes on the back of the launch of biggest ever product update, Hike 4.0, which is 5X faster and loaded with over 10 new features.

     

    The campaign with its tag line ‘Got a Gang? Get on Hike’ aims at showcasing the ‘World of Hike’ by bringing alive groups of friends and asks consumers to create their own gang on Hike and experience the fun and spice that the product features can bring to their social conversations.

     

    The 18 week long campaign that will run across TV, print, digital, radio and outdoor will showcase new features like sticker suggestions, free calling, group chats with over 500 people, multi-type file transfer up to 100 MB, enhanced privacy options, photo filters and doodles among others. Each product feature and its benefit will be brought alive by a different group of friends shown in different situations, with a storyline that makes the campaign fun to watch.

     

    Hike messenger founder and CEO Kavin Bharti Mittal said, “Our goal with this campaign is to highlight those quirky groups that you cherish so much in your life and how that world would be so different, better and more expressive in so many ways in the world of Hike. This campaign truly brings out the all the great things about the latest version of Hike, which is a big step up from where we’ve been. We can’t wait for India to see it.”

     

    Lowe Lintas president GV Krishnan added, “The all-new Hike, with its unique features, is an intelligent messenger in the world of instant messengers. Our campaign aims to bring alive the fun that these wonderful features can bring to social interactions and conversations. ‘Got a gang? Get on Hike’ is an inescapable invite from the world of Hike to join in and have fun.”

     

    To engage with consumers in India and make messaging more relevant, along with the campaign, Hike will also be releasing special sticker packs for all major festivals in India starting with Rakhi, which falls on the 29 August. Consumers can access Rakhi sticker packs on the Hike app, which is available for android users on the Google Play store and Apple users on the iOS App store.

  • icustommadeit.com launches first radio campaign in India

    icustommadeit.com launches first radio campaign in India

    MUMBAI: Pune based online customized merchandise market icustommadeit.com has launched its first radio campaign in India in association with 93.5 Red FM.

     

    The campaign includes six riveting jingles with the focus on popularising the idea of customisation. The jingles conclude with the phrase “Jo Bhi Chaho Banwa Lo” or “You think it….We make it.”

     

    The jingles have been created in association with a Pune based agency. The agency has conferred a witty and an emotional appeal in the jingles to make a deeper connect with the listeners. Launched across three cities namely Delhi, Mumbai and Pune, the brief campaign will be on till 25 August, 2015. As compared to the previous numbers, the footfall on the site has increased by 60 per cent as a result of the active campaign.

     

    The campaign would soon be followed by a series of other campaigns focusing on other radio channels, social media platforms and print.

     

    icustommadeit.com, which has just received a funding of Rs 1.7 crore from a series of angel investors has – at its core – a dialogue between the buyer and the creator. It is a twin marketplace that connects bespoke artists, creators and sellers with an avid customer base looking for something that is a reflection of their unique individuality.

     

    icustommadeit.com founder and CMD Raj Iyer said, “It is enthralling to reach an outsized set of audience and establish a deeper connect with the listeners who are our potential partners.”

  • Ogilvy creates unique Raksha Bandhan gift idea for Postpickle.com

    Ogilvy creates unique Raksha Bandhan gift idea for Postpickle.com

    MUMBAI: Come festival time and brands get into an overdrive mode and Raksha Bandhan is one such occasion. Nudging consumers brands are suggesting the perfect gift for the occasion.

     

    Breaking the clutter, Postpickle.com has launched a web film with a rather unique message. The communication created by Ogilvy Mumbai urges brothers to give up the use of the cuss word “behen****” as the ultimate gift to sisters.

     

    O&M Advertising Mumbai executive creative director Harshad Rajadhyakasha said, “The idea was to get men to think twice before dragging sisters into their fights. The word is used so commonly that people don’t even give a second thought to its meaning. We want people to give that second thought. It would truly be a difficult but worthy gift for a sister.”

     

    O&M Advertising Mumbai executive creative director Kainaz Karmakar added, “The campaign launched on Friday and we have been overwhelmed by the response. We expected women to react warmly to the film but all the positive responses from the men have surprised us, in a good way of course.”

     

    O&M Advertising senior vice president Abhik Santara opined, “We have almost started to use the word as a filler – the gravity of it is seldom realised. To make matters worse, it cuts across geographies and SECs, albeit with its own regional twang. I am sure this eye opener will make people hesitate before using this word!”

     

  • Swipe earmarks $3 million budget for marketing campaign with Priyanka Chopra

    Swipe earmarks $3 million budget for marketing campaign with Priyanka Chopra

    MUMBAI: Smartphone and tablet maker Swipe will soon launch a 360 degree marketing campaign ‘Live Your Faith’ featuring its brand ambassador Priyanka Chopra.

     

    The company has earmarked a budget of $3 million for the marketing blitzkrieg that has been launched in Mumbai through outdoor advertising and print advertisements in leading dailies.

     

    The campaign encompasses multiple forms and will have a presence on all mediums – traditional as well as non-traditional.

     

    The key message of the pan India campaign will be to show the journey of not just brand Swipe but also Chopra.

     

    Swipe’s campaign creative is a tribute to the performer and winner in Chopra. From being an army doctor’s daughter, to becoming the pride of a nation, Chopra has dared to dream big and has showed courage in every endeavour.

     

    The campaign will kick off with Chopra presenting ‘Live Your Faith’ as her personal philosophy.

     

    Swipe Technologies founder & CEO Shripal Gandhi said, “Our intent is to become India’s first social brand as we believe in combining the potential of human race with technology, making it human-tech. ‘Live your faith’ is in a way a reflection of this mindset. We redesigned the website, introduced a new packaging language and created internal and external communication campaign. Faith is a common attribute, be it a new product development, entering new segments, forging partnerships or exploring new markets. It has a very strong consumer connect.”

     

    Apart from featuring Chopra, the brand, through the campaign, would also capture stories of people from across the country who have lived their faith in its true spirit. These stories would be a part of Swipe’s digital campaign and find place on Swipe’s website and social media pages. Swipe’s focus is on the youth of India, especially the unsung heroes of everyday life, doing kind gestures just to benefit someone else.

     

    Tricycle CEO Yuvraaj Oberoi added, “We at Tricycle are excited to partner Swipe and create a distinct identity for the brand, ‘Live your faith’ takes a human approach to tech communication and I am sure it will connect well with our customers.”

     

    Chopra added, “Having faith in yourself and your abilities is your ticket to achieving the impossible. It is how I have lived my life and today I can attribute a huge part of my success to this thinking. I have seen a similar attitude with the team at Swipe, which is why I am excited to be a part of the ‘Live Your Faith’ campaign.  To me Swipe is a dynamic, young brand that also lives this mantra, channeling that faith and belief into breaking new boundaries every day. It’s also something that I believe will resonate with young India; supporting them with technology that will assist them as they chase their dreams. It’s a very real and synergistic association overall.”

  • NDTV’s Indianroots.com adopts new marketing mantra to target tier II & III cities

    NDTV’s Indianroots.com adopts new marketing mantra to target tier II & III cities

    MUMBAI: At a time when every e-retail venture is shouting from rooftops about multiple discounts, exclusive offers and cashbacks, NDTV Ethnic Retail’s venture Indianroots.com has come up with a TVC showcasing their style and range.

     

    In a bid to target consumers in Tier II and III cities, the e-retail venture, which offers a range of Indian ethnic wear along with antique showpieces, has rolled out a nationwide campaign called ‘Inherently Indian,’ which will have presence on TV, outdoor and digital.

     

    The ‘Inherently Indian’ TVC, which was launched on 15 August, 2015 has already started appearing across NDTV channels and will also have presence on digital platforms. The brand strategy was conceptualised and created by Brandmovers India.

     

    Speaking to Indiantelevision.com, NDTV Ethnic Retail CEO Rahul Narvekar says, “We are currently mulling on whether we should put the TVC on other channels too. The ad brief had two major parts. Firstly, we wanted to depict our Indianess and the wide range of products.  And secondly we wanted to break the clutter. That’s the reason why we have not mentioned anything about discounts and pricing anywhere in the ad.”  

     

    Narvekar is happy with the response that the Soumik Sen directed TVC has garnered so far. “We have been trending on Facebook. We got calls from veteran Bollywood stars and other dignitaries praising the TVC and hence I am very delighted with the response.”

     

    Indianroots has recently raised additional funding for its expansion plans. “We want to be market leader when it comes to ethnic wear. In the last financial year, we garnered top line sale of Rs 61 crore and this year we want to grow further.”

     

    Narvekar added, “The new TVC will help establish our positioning around the idea of “Inherently Indian” in a visual manner and will beautifully blend fashion and story-telling, while highlighting typical quirks of our country. IndianRoots is a firm believer in Make In India and our TVC conveys the uniqueness and immense potential in this message. With this commercial, we aim to capture the attention and increase the recall value of Indianroots within the Tier II and III customer base of our country.”

     

    NDTV Ethnic Retail marketing head Paroma Sen said, “Indianroots has come a long way in the last two years, building up a strong foundation and business within and outside India. Coming in before the kickoff of India’s festive season this year, the TVC explores the moods and sentiments that every Indian will identify with. This TVC will help Indianroots build awareness in growing markets, and help us connect with our customers at a very human and emotional level.”

     

    Brandmovers India co-founder & managing director Suvajyoti Ghosh added, “Agencies, in general, do not rope in Bollywood directors to direct a TV spot, but in this case, we wanted Soumik’s unique story-telling vision to come through and create great cinematic quality. To keep it real, we avoided casting the typical model figure, and instead chose to portray the real, modern woman, with a distinct candour.”

     

    “The TVC is marked by a languorous verse narrative in Hindi written in-house and is centred around the concept of identity and beauty and how little Indian things are embraced everyday through the attires worn by women,” added Ghosh.

     

    Sen said, “Indian fashion is evolving and Indianroots is one of the harbinger of this revolution in Indian wear. The portal has always reinforced the notion that Indian fashion can also be stylish and modern hence, we wanted to create a commercial that talked about modern women embracing ethnicity. The modern Indian woman is someone who embraces her traditional roots with elan, and wears it every day. Capturing this on film implied making tradition chic and urbane, and bringing out her inner beauty. This was challenging, but it was a fun, monsoon shoot.”

     

  • Taproot creates Airtel Challenge TVC to mark 4G launch

    Taproot creates Airtel Challenge TVC to mark 4G launch

    MUMBAI: Creating a buzz amongst Indian techies and netizens lately is the new Airtel 4G TVC. The ad features a duo competing against each other by completing different tasks assigned to them by an adjudicator. They had to use their respective mobile internet connection to complete the tasks. The scene unfolds on the rooftop of a building and the ethnic joint rooftop is filled with people cheering their favourite candidate. The joint roof top and other landscape captured by the camera clearly indicates that the scenes were shot in Delhi.

    The entire star cast of the TVC was between 20 – 40 years, which is also the target audience of the TVC.

    Speaking to Indiantelevision.com, Taproot co-founder Agnello Dias says, “The video was targeted towards each and every internet user of the country, which mostly comes under 20 – 40 years age group.”

     

    In the TVC, the first task that the two girls were given was to find out about Lucknow station. The girl using Airtel 4G does it before the other one. The next task given was to find out top 10 MBA colleges, which was yet again won by the Airtel 4G user. The last task that was given to them was to download a full movie and the 4G user does it surprisingly fast. The crowd around her is anxious to know her Internet service provider, which she then reveals to be Airtel 4G. The video ends with the 4G user throwing a challenge that if someone has a faster network than Airtel 4G, their one year phone bill will be taken care of.

     

    Speaking on the location of the ad, Dias said, “We wanted the ad to look real and connecting, and hence we selected Delhi as the location. However, just because we shot in Delhi, doesn’t mean that it’s our target city.”

     

    While speed was rapidly talked of, the pricing factor was totally ignored in the communicating video. The adman feels since at this stage the telco is providing 4G at the price of 3G, there was no point showcasing that. “This is the first launch of 4G operations in India and hence the product was more important than pricing,” he said.

     

    The video uploaded a week back already fetched more than 2.5 million on YouTube. “I am amazed by the reaction that we garnered so far from the TVC and I must say that people have liked the TVC,” he says.
     

  • OMG launches first Instagram self-serve ad campaigns in Oz

    OMG launches first Instagram self-serve ad campaigns in Oz

    MUMBAI: Over the last four weeks Omnicom Media Group has successfully launched and delivered the first two Instagram self-serve advertising campaigns in the Australia market, for OMD clients McDonald’s and Qantas.

     

    The McDonald’s campaign was the first Instagram self-serve campaign delivered outside of North America. Launching with immersive placement of video ad formats, overlaid with Facebook targeting signals, it delivered strong cost per view efficiencies.

     

    Qantas followed by testing the waters with Mobile App Install ad formats. By supplying creative content to drive installs and targeting relevant customers who would benefit from using the app on Android or iOS devices they have been able to drive efficient results very early on in the campaign.

     

    As one of the fastest growing social networks, Instagram delivers high impact placements targeting the right audiences in a space where they spend a huge amount of time, with the majority of the audience logging in via mobile.  

     

    Accuen, a wholly owned Omnicom Media group business unit housing media acquisition platforms; has been working closely with Instagram to test all available advertising formats and functionalities, and expect to see major developments in the product offering and analytics functionalities over Q4.

     

    Accuen ANZ managing director Paul Shepherd said, “This is key example of innovative work delivered on behalf of clients, which illustrates the great working relationship we have with our clients and partners, McDonald’s, Qantas, Instagram and Sales Force.”

     

    Shepherd added, “We have seen mass interest from clients across the group on how they can utilise Instagram moving forward as part of their digital strategies. It is great credit to our social marketing specialists Lucine Keverian and her team, who continue to deliver ground breaking expertise for our clients in this emerging media channel.”

     

    Instagram Australia and New Zealand brand development lead Sophie Blachford said, “It’s a really exciting time for Instagram ads in Australia. We’ve spent the last 10 months working with clients to establish Instagram as a strong platform that drives branding success at the top of the funnel. With the Instagram ads API being enabled this will now help us make ads more relevant to the community, serve more diverse business objectives and make buying on the platform easier for advertisers.”

     

    “OMD, Accuen, Qantas and McDonald’s have brought great experience into this beta phase new world of Instagram advertising. They are already gaining learnings testing some of the new action oriented formats, layering on Facebook targeting options such as geo location by State or custom audiences, and along with Salesforce are a key component in the evolution of ads on the platform as we look to a wider roll out in the comings weeks and months,” Blachford added.

  • Maxus spreads ‘everlasting love’ via Platinum Guild India campaign

    Maxus spreads ‘everlasting love’ via Platinum Guild India campaign

    MUMBAI: Maxus has created an exclusive microsite (www.oureverlastinglove.in) as part Platinum Guild India’s new ad campaign.

     

    The site allows couples to feature personalized videos of special moments of togetherness that make their journey extraordinary.

     

    Across the world, couples have been known for sharing their cherished moments over social networks. On the basis of this understanding, Maxus has launched a platform for couples where they can curate their most rejoiced memories and bring to life their special moments.

     

    “We found an innovative way of allowing people to use the content on their timeline to express their feelings to their partner and loved ones. Our Everlasting Love, is a way for everyone to look back on their special memories and celebrate their Platinum Day of Love, through a heartfelt visual representation of their unique love story,” said Maxus India national director – digital Vishal Jacob.

     

    Once a user logs in to the website and signs in via Facebook or email, all the images of the couple are collaged together to create a video montage. A feature to upload additional images is also available. Each of these videos can be shared on Facebook and Twitter and can be viewed by their friends.

     

    In addition to the unique video-making feature, the most romantic stories will receive special gifts and one lucky couple stands the chance to win Platinum Love Band. This unique initiative was part of Maxus’ campaign for the Platinum Guild, emphasizing on the Platinum Day of Love.

     

    Platinum Guild India managing director Vaishali Banerjee added, “Platinum Day of Love is about discovering true love and celebrating it with precious platinum. Building on the back of this campaign we wanted to give young couples the opportunity to celebrate not just their Platinum Day of Love but their entire journey of togetherness through a video. We feel social media is a perfect platform to interact with couples and their friends and encourage them to share their stories of everlasting love.”

  • Askme & Askmebazaar roll out new TVCs with Ranbir Kapoor & Farhan Akhtar

    Askme & Askmebazaar roll out new TVCs with Ranbir Kapoor & Farhan Akhtar

    MUMBAI: Internet platform Askme.com and its online marketplace Askmebazaar.com have launched two comprehensive campaigns. 

     

    While Ranbir Kapoor will be seen in the Askme commercials, Farhan Akhtar has been roped in as the new face for Askmebazaar. Both these campaigns aim to bring together Askme’s single proposition of ‘One stop destination’.

     

    Askme’s campaign, ‘Baap of all trends’ is in line with brand ethos of being ahead of the curve. Through this campaign, the company aims to position itself as the one stop destination that caters to diverse needs of a customer.

     

    In a move to connect with today’s youth, the campaign aims to fill the gap between a plethora of options available in the online space but lack of one credible source for the same. 

     

    Further, with the launch of the campaign by Askmebazaar.com, the company introduces a novel concept of online retail therapy. ‘One Click Therapy’ as the name suggests acts as the driving force for customers to lead a stress free life. Online marketplace in Askmebazaar is positioned as stress buster via retail therapy as it offers next day delivery on top brand with best deals.

     

    Conceptualized by JWT, both the campaigns use a comprehensive multimedia approach, compelling facts and vivid imagery designed to change consumers buying behavior.

     

    Askme group CMO Manav Sethi said, “Both these campaigns are built on consumer insights. Search has moved from discovery to aggregated opinions and hence Askme assumes that leadership position across India to communicate best places to eat, wear, and relax etc. The option to transact these products and be in the trend is made available by Askmebazaar where majority find platforms such as these an option full of choices, brands and best prices and hence ‘stress mein don’t go bizarre; shop on askmebazaar.’”

     

    J Walter Thompson senior vice president & executive business director Saurabh Saksena added, “Over the past few years the consumers are turning to the internet to see what choices they have to make, whether for eating-out, travel destinations, fashion, gadgets, plays, etc. While there are many destinations that offers them choice, few offer them advise. The poor consumer is left asking people who they know (and who may not be experts) for their advise about where to eat, where to travel to, which movie to watch, what to wear and what gadget to buy, etc.”

     

    “And these ‘advisors’ may not be the best people to ask. This forms the basis for our campaign, we have had most fun coming up with. ‘Don’t ask just about anyone, ask the Baap of all trends, askme.com’. Askme.com offers to satisfy this need to get advise/ recommendations from a credible source, through curated experiences,” he added. 

  • OLX partners Qyuki for new made-for-digital ad

    OLX partners Qyuki for new made-for-digital ad

    MUMBAI: The latest video content for OLX is an emotional love story about selfless love, exemplifying some of the most heart-warming aspects of a relationship. Produced by Qyuki Digital, the video has been trending across social media sites with a high engagement level.

     

    Designed solely for the digital medium, the film is an example of digital content where the “story” is the real hero and the brand, a facilitator.

     

    The film traces the journey of a young couple in love, a photographer and a painter, who place their own happiness second to that of their partner. National Award winning Qyuki creator duo, Devyanshu and Satyanshu Singh, have worked on this project for the OLX brand.

     

    OLX.in chief marketing officer Gaurav Mehta said, “Video is a great medium for storytelling. This film in particular is inspired by a timeless classic that we’ve tried to narrate in our own words with the help of some fantastic poetry. We always had a lot of faith in this story, but we’ve been overwhelmed by the response this film has received so far. We truly believe that OLX is an enabler of little joys for its users, which we’ve tried to depict in the film. It feels great to know that it has resonated with digital audiences from different walks of life.”

     

    Qyuki Digital Media network head Sagar Gokhale added, “At Qyuki, we create opportunities for brands to tell stories differently. Our aim is to build bonds between artists who create great content and brands that can use that talent to connect with their customers. OLX shared the same conviction as us and we came together to create ‘The Story of Selfless Love.’ This story is not an ad film but is content marketing in its purest form. On this particular project, we connected Qyuki’s creative duo Satyanshu and Devanshu Singh, who have a National Award to their name (film Tamaash), with the brand and succeeded in reaching out to the right audience with the help of our technology and audience insights.”