ITV

Category: Ad Campaigns

  • Metro Shoes launches digital campaign for end of season sale

    Metro Shoes launches digital campaign for end of season sale

    MUMBAI: In a bid to give its customers a unique experience, Metro Shoes has launched ‘A Night Market Sale’ digital campaign, which will give customers an exclusive access to shop for Metro Shoes’ end of season sale (EOSS) products before it goes offline (in stores).

     

    To create a buzz on social media, Metro Shoes collaborated with top five bloggers to give them an access for a secret sale where they had a chance to view the collection before the sale went live for consumers.

     

    Metro Shoes is planning to execute the 360 degree EOSS campaign by reaching out to all important touch points like print, outdoor and digital media along with outdoor advertising and in-store experiences. The campaign, first unveiled on digital media, synced across all Metro Shoes digital media platforms and extended to their offline stores as well.

     

    Metro Shoes vice president, digital Alisha Malik said, “Metro’s Online Night Market Sale is an exciting proposition and we at Metro Shoes are happy to be the torch-bearers of this initiative. This would also mark Metro’s first concerted 360 degree campaign for its EOSS both online and offline. The campaign has been splashed across social media platforms like Facebook, Instagram, Pinterest and Twitter. It is heartening to see that this activity has captured the interest of customers and influencers alike. This is our kick-off campaign and we’ll keep going with other activities throughout the year.”

     

    The sale will begin on 27 July from 10 pm – 10 am at www.metroshoes.net.

  • BMW to unleash ad campaign for new BMW X6 in India

    BMW to unleash ad campaign for new BMW X6 in India

    BENGALURU: The all-new BMW X6, the only Sports Activity Coupe (SAC) in the world was launched in India on 23 July. The company has planned a multi-media campaign that includes print, television, outdoor and digital, which will be unleashed in a week. The New Delhi ex-showroom price of the BMW X6 xDrive40d is Rs 1.15 crore.

     

    BMW Group India president Philip von Sahr said, “BMW established the SAC segment with the introduction of BMW X6 and continues its remarkable success story. The BMW X6 was the first of its kind and the second generation once again perfectly combines quintessential BMW X qualities with elegance of a BMW coupe. The all-new BMW X6 with the M Sport package sees BMW once again setting the benchmark for extravagant, emotive design, luxurious interiors and extensive customisation options. The sporty exterior of a coupe and equally impressive dynamism and agility makes the all-new BMW X6 the most attractive and distinctive car both on the road and off the beaten track.”

     

    “Luxury has always been written with an X. To the very last detail, the all-new BMW X6 offers a unique synthesis of luxury, sporting dynamics and powerful style creating an excitingly different driving experience for our customers. The superior handling characteristics and thrilling driving dynamics bends the laws of physics, instantly propelling this exceptional vehicle to its rightful position as the king of the road,” added Sahr.

     

    BMW Group India marketing director Frank Schloeder told Indiantelevision.com, that the company was working with Ogilvy & Mather (O&M) for the creatives including a TVC and was also in the process of chalking out plans with Vizeum for media buying.

     

    With its three brands, BMW, MINI and Rolls-Royce, the BMW Group has its sight set firmly on the premium sector of the Indian automobile market. Along with its automotive concerns, the BMW Group’s activities in India comprise the marketing of motorcycles, as well as financial services for its premium clientele.

  • Mindshare’s #PapaHainNa video for SBI Life goes viral

    Mindshare’s #PapaHainNa video for SBI Life goes viral

    MUMBAI: On the occasion of Father’s Day, SBI Life launched emotional ballad #PapaHainNa in the form of a music video, celebrating the father – child relationship. Mindshare, the media agency for SBI Life, initiated and executed this video campaign that has gone viral with total views crossing 14 lakh since launch.

     

    The campaign was conceptualised keeping in mind the SBI Life brand philosophy ‘Celebrate Life’ coupled with their existing campaign of ‘Are you a great dad,’ which is predominantly on television.

     

    The challenge was to extend the great dad thought and successfully leverage it digitally by intertwining it within popular culture and hence ‘Papa Hain Na’ was created. The video campaign was launched on the SBI Life YouTube channel along with the brand’s Facebook page and Twitter handle.

     

    This ballad successfully took over the Internet, trending nationally for two consecutive days and touching the hearts of many. #PapaHainNa has had over 4,200 shares on Facebook, garnered more than 6.2 million impressions and more than 3,000 conversations (and still counting) on Twitter.

     

    SBI Life MD and CEO Arijit Basu said, “At SBI Life, we have been creating communication under the broader brand philosophy of Celebrate Life. Right from the ‘Hiron ko kya pata tumhari umar’ ad to ‘Are you a Great Dad?’ ad, we eulogize the family relationship as it is for the love and security of one’s family that an individual buys Insurance. ‘Papa Hain Na’ ballad is a continuation of celebration of family relationships.”

     

    SBI Life Insurance brand and corporate communication head Braj Kishore added, “SBI Life has celebrated father – child relationship in its recent advertising campaigns as Father is the deemed protector of the Family. We have launched the beautiful #PapaHainNa ballad to give an opportunity to each child to say Thank You to their Great Dad reminiscing sweet memories of their childhood. This is probably the first time that a BFSI Company has tried articulating its messaging through a musical ballad and we are extremely delighted at the overwhelming response to PapaHainNa.”

     

    Mindshare South Asia CEO Prasanth Kumar said, “We thrive in coming up with unique media opportunities that connect a brand to its target consumers’ passion points. #PapaHainNa has garnered an exciting response on social media with over 14 lakh views. I am extremely proud of the Mindshare teams effort and the impact of this campaign. We will continue to work towards celebrating and communicating the SBI Life philosophy.”

  • Kidzania launches monsoon ad campaign to woo visitors

    Kidzania launches monsoon ad campaign to woo visitors

    MUMBAI: Summer vacations are over and kids are back to school. However, it’s not just the kids who are racking their brain solving sums in school. The entire kids recreation sector has been making permutation and combinations to launch various marketing campaigns to keep the footfalls intact. Launching one such campaign is the Mexico originated indoor edutainment conglomerate Kidzania’s India venture, which has announced attractive discounts for the monsoons.

    The venture is targeting first timers who could not explore the experience because of pricing with the Wow Monsoon campaign. Visitors can avail 40 per cent discount by booking over the counter post 4 pm on Tuesday, Wednesday and Thursday. Whereas visitors 15 days prior to their visit will get 15 per cent discount throughout the day on weekdays.

    “We want to drive the online booking and that’s why we announced the 15 per cent offer. Soon we are going to be launching an app and hence we want to make online ticketing a habit,” asserts Kidzania CMO Viraj Jit Singh.

    Being an indoor amusement park Kidzania is making efforts to extract maximum benefit of the weather conditions. “Kidzania is a well covered amusement park and hence it secures parents’ assurance as we take total care of kids’ safety. Hence during the monsoon season we become the exclusive destination for visitors so we launch many such discount offers. It is something we practiced last year too and we tasted good success,” adds Singh.

     Kidzania’s doles out 80 per cent of marketing spend on print and radio, while the booming digital media gets 15-20 per cent of the pie. “Digital media is booming and we are certainly strategising to make more use of the medium. Marketing strategy differs from time to time and so does the spend. We target across the socio economic class of India and all the marketing campaigns are targeted to them,” opines Singh.

    Kidzania has more than 1,47,000 likes on its Facebook page. All the creatives and strategising is done by Kidzania’s in-house marketing team.

    Reports predict an increase of four per cent over the next five years in the average Indian’s spend on recreation, which brings a lot of optimism to the sector. New players are coming in and existing conglomerates are expanding their base by invading into new territory. The enhanced competition is a compliment, feels Singh. “The sector has a lot of potential and in the next few years it will take a good shape. We are expanding to NCR by the start of next financial year (2016) and then we have plans of launching in the south too. The economic condition of the country is growing substantially, disposable income is increasing and that’s why I feel the sector has a lot of potential,” he adds.

    The months of December and January attract maximum visitors, but footfall remains constant throughout the year. “When schools are on, we get a lot of school excursions so the footfall more or less remains the same. We already had more than 300 schools visiting us, there are different packages, which we offer and all of that depends on the number of students coming in. Besides excursions, Kidzania is emerging as the destination for birthday celebration,” concludes Singh.

  • Maybelline New York India adds Bollywood drama with digital campaign #SwipeToSpice

    Maybelline New York India adds Bollywood drama with digital campaign #SwipeToSpice

    MUMBAI: To drive engagements around the recently launched Baby Lips Spiced Up range, Maybelline New York India has launched the #SwipeToSpice campaign. The campaign is conceptualised and executed by digital marketing agency- FoxyMoron.

     

    With the #SwipeToSpice campaign, Maybelline New York India is asking girls to Swipe with Baby Lips Spiced Up and then spice it up with their favourite Bollywood dialogues. The campaign launched with an exciting video, invites girls to share their ‘Spiced up’ videos via different social media platforms. 

     

    Maybelline New York India is also leveraging Whatsapp to invite entries. The campaign will be promoted across Facebook, Twitter, YouTube and Instagram. Key influencers and bloggers will also send in their entries and encourage their followers as well.

     

    At the end of the campaign, a crowd-sourced video will be created by compiling all the spiced up videos sent by the fans. 

     

    On the new campaign, Maybelline New York India general manager – marketing Pooja Sahgal commented, “Maybelline is a brand known for unique ways of engaging its powerful online community. With the launch of Baby Lips Spiced Up, an exclusive range created for Indian skin tones, we decided to engage fans with something all Indians love and can relate to – Bollywood. With a community like ours, we’re sure to make this as one of our most engaging campaigns for the brand.”

     

    FoxyMoron co-founder and director – media operations Suveer Bajaj said, “The new Baby Lips Spiced Up proposition is especially created to suit the Indian skin tone and appeals to the Indi pop generation. Taking this into account, we integrated a Bollywood element to the #SwipeToSpice campaign, as it goes well with the fans. The message is simple- swipe the new Baby Lips Spiced Up to add the spice of Bollywood in your life.”

  • Jaguar launches #FeelWimbledon campaign

    Jaguar launches #FeelWimbledon campaign

    MUMBAI:  Jaguar has launched its #FeelWimbledon campaign, which uses cutting edge sensors to analyse and celebrate the unique spectrum of emotions associated with the world’s number one tennis tournament.

     

    As part of this multi-sensory fan experience at Wimbledon, selected members of the crowd enjoying tennis this year will be provided with biometric wristbands capturing the excitement at SW19, whilst atmospheric, in-ground sensors monitoring the energy around the courts, and global sentiment on social media will be analysed.

     

    Information from the atmospheric sensors – which will collate crowd movement, audio levels and infrared – biometric wristbands – that capture heart rate, movement and location around the grounds – and sociometric tracking – following the conversation amongst fans around the world on Facebook, Twitter and Instagram – will provide a unique level of insight and present a completely new perspective on the greatest Grand Slam of them all.

     

     Every day during Wimbledon, tennis fans can access live updates of the mood and crowd emotions down at SW19 across Jaguar’s UK social media channels, and by visitingwww.feelwimbledon.co.uk.   

     

    All England Lawn Tennis and Croquet Club committee member Tim Henman said, “There’s no other tournament like Wimbledon and the experience gets better each year. The drama, passion and excitement, shared by both players and fans alike, is what makes Wimbledon the number one tennis tournament in the world, and it’s great to see Jaguar celebrating these unique qualities as part of their #FeelWimbledon campaign.”

     

    Jaguar Land Rover UK marketing director Laura Schwab stated, “Wimbledon evokes lots of emotions and captures our imaginations in so many different ways, so we’re very excited to celebrate what makes Wimbledon so special through our #FeelWimbledon campaign.”

     

    AELTC commercial director Mick Desmond added, “Jaguar’s #FeelWimbledon campaign supports our commitment to communicate with our fanbase and ensure the best possible brand experience for supporters attending The Championships, watching at home, or engaging via our digital channels and on social media.”

     

    Jaguar Land Rover will supply 170 luxury, high performance vehicles to support tournament operations. The fleet of luxury chauffeur vehicles includes the new Jaguar XE, which are now on sale at Jaguar UK retailers.

     

    Schwab added: “With 500,000 people attending Wimbledon this year, it provides Jaguar with incredible exposure in London, and a fantastic platform to showcase our products, especially the Jaguar XE.”

  • Leo Burnett launches a new humour based campaign for Limca

    Leo Burnett launches a new humour based campaign for Limca

    MUMBAI: Leo Burnett has launched a brand new campaign for Limca in a bid to establish the drink as the ultimate thirst quencher and gain market share in India’s highly competitive soft drink market. The campaign will also help the brand strengthen its popular ‘Lime N Lemoni’ credential.

     

    The humour based campaign looks at a scenario where the boy’s family has come to see the girl. The film juxtaposes the mother’s voice raving about dishes cooked by her daughter with the shots of her son running around to buy the same from the market. His journey from one shop to another and back home gives rise to an extreme thirst that can only be quenched by Limca. The kind of thirst which the brand takes ownership of by calling it the ‘Limca Wali Pyaas’.

     

    Leo Burnett India chief creative officer RajDeepak Das said, “Limca has always been part of India’s quirks and traditions. With this campaign, we wanted to maintain that and take the communication to another level. The campaign – Bhaag Bittoo Bhaag – is special because it talks about the brand promise of ‘quenching thirst’ by using a strong local insight we all can relate to being Indians. In a situation of extreme physical stress and having to run from one place to the other in search for food, the protagonist finds his answer to thirst in Limca. The whole narrative is quirky, humourous and insanely Indian. It is a kind of film you would enjoy watching repeatedly; a great way to achieve a higher level of brand recall amongst the Indian consumers.”

     

    Leo Burnett India executive creative director Amit Nandwani added, “When faced with situations of extreme heat and tiredness, nothing quenches your thirst like Limca. The new Limca campaign essentially conveys this point while integrating quirks rooted in Indian culture. The plot is not only relatable but also drives home the point in a light-hearted manner.”

     

    Limca plans to take its new campaign to consumers through digital and traditional media platforms to intensify the brand experience.

  • Idea enlivens the beauty of Kolkata through #ThinkYellowThinkIdea campaign

    Idea enlivens the beauty of Kolkata through #ThinkYellowThinkIdea campaign

    MUMBAI: Continuing with its efforts to acknowledge and gratify its subscribers through innovative and engaging platforms, Idea Cellular has announced the winners of the #ThinkYellowThinkIdea contest that it recently conducted for its Facebook fans and followers from Kolkata.

     

    Idea Cellular is painting Kolkata yellow with more network in every corner of the city. To celebrate this, Idea launched ‘Think Yellow Think Idea’- a campaign that invited the audience on Facebook to capture photos of Kolkata with lots of yellow in it.

     

    In just 15 days, the campaign inspired photographers across the city to upload more than 1,500 stunning photos of Kolkata with dashes of yellow.

     

    One photo was chosen as the ‘Photo of the day’ each day with one grand winner being chosen from the selected 15 at the end of the contest period. The campaign was well received across Facebook, garnering over 40.6 lakh impressions and 1.4 lakh likes.

     

    Arpit Kumar Saha won the grand prize of an iPad mini for his beautiful photo capturing the unique culture of the city with a flush of yellow. Each of the daily winners on the other hand won an Idea 3G dongle for capturing a unique and mesmerising shot of the city, through their lenses.

  • Eeksaurus bags first ever award for India at Annecy

    Eeksaurus bags first ever award for India at Annecy

    MUMBAI: In a first for India at Annecy, France’s International Animation Film Festival, Eeksaurus has bagged the Annecy Cristal Award in the Commissioned Film Category for its film on child labour for Rotary International titled ‘Fateline’.

     

    The jury at Annecy was mighty impressed with the campaign calling it a film that was a fantastic mix of technique and aesthetics, a kind they had never seen before. The festival received a total of 2,604 films from 95 countries this year, of which 199 films made the official selection.

     

    The campaign which is based on the concept of a young child labourer determined to break free from the bonds that hold him down, is a simple yet effective rendition of how the impossible can be made possible when people join hands in working towards a cause. Working with the team of JWT, Eeksaurus had outlined the hands of the palm drawing in from the concept of fate or haath ke lakeer combined with the use of strong imagery and music to lay emphasis on the sensitivity of the situation.

     

    Eeksaurus founder and creative director Suresh Eriyat said, “This is the first time ever that any ad campaign from India has won at this prestigious festival which is a matter of great pride. We thank all those who have put in tremendous efforts to bring this campaign to life especially our fantastic in-house team of animators, Rajat and Taufiq, Chester, Arun Crasto and the lovely children from Govandi who lent the soul to this film. The core ethos of this campaign was to reach out to the masses hence no caste, gender or creed was highlighted which has been possible through the use of 2D animation in the film. It is extremely heartening to be recognised for your work at Annecy which gives us a tremendous boost to further explore the scope of animation in India.”

  • BedBathMore.com repositions; launches new look

    BedBathMore.com repositions; launches new look

    MUMBAI: Home community platform BedBathMore.com has repositioned itself with a new consumer offering. Along with the new site, the company has also got a new brand identity.

     

    BedBathMore.com had recently acqui-hired Homado and Crude Area, with the aim of building a holistic environment, which moves beyond commerce and focuses on building content and community too.

     

    The creative idea for the campaign is built on the idea – ‘You Change. So should your home’. It represents the change people undergo as they progress through different stages of life and how it’s reflected in their choices of home decor.

     

    BBH India has executed the entire campaign by designing an innovative and interactive print campaign. The ad is made of two halves depicting the life of an individual told through the home. The ad has one half depicting a ‘before marriage’ home and the other a ‘after marriage’ one.

     

    Ambigram has been used for the campaign which reads differently depending on how readers hold the paper. While one orientation reveals the word as love, turning the paper around changes the same word to ‘can’t’. The copy reads: ‘Can’t see myself getting married.’ Turning the ad around, the copy reads ‘Love being married.’

     

    BedBathMore.com founder and managing director Amit Dalmia said, “The intention with our renewed proposition is to enable social and discovery commerce and more importantly to provide a platform that enables collaboration between like minded home owners and experts alike. In totality it empowers users to find everything they would need or aspire to have in their homes through the changing phases of their lives. The ad campaign represents the very same sentiment in a very interesting manner using an ambigram and visuals which are reflective of changes that we experience as we transition through our everyday life.”

     

    BBH India CCO and managing partner Russell Barrett added, “Very often print is used as a reminder and is the poor cousin of the preferred film. So it’s great to be able to crack and execute an idea especially for print. Great craft and a well executed ad only happens when you have a brilliant team working on it, both in the agency and on the clients side too.”

     

    BedBathMore.com will soon come out with the next leg of the print campaign, followed by OOH, BTL and radio activations.