ITV

Category: Ad Campaigns

  • Earth Day campaign to focus on waste management in 45 Indian cities

    Earth Day campaign to focus on waste management in 45 Indian cities

    KOLKATA: Earth Day, which will be celebrated on 22 April this year, is likely to be marked with innovative campaigns and contests promoting recycling, upcycling, renewables and waste management.

     

    As many as 45 Indian cities are gearing for it. Earth Day Network country director – India Karuna Singh said that the ‘Green – It’s Our Turn to Lead’ campaign has been launched in 45 major cities of India to encourage citizens to participate and compete towards making their city clean and green.

     

    “Earth Day commemorations are now held all across India. This year marks the 45th anniversary of Earth Day, and our programmes will focus on the global Earth Day slogan ‘It’s Our Turn to Lead’. Our endeavour will be for a green India,” Singh added.

     

    Entries are rolling in for a variety of contests, Singh said.

     

    “People in Chennai plan to clean up streets. In Pune, they’ve begun planting trees. ‘Clean and Green Taj’ is the goal of groups working around the Taj Mahal. NGOs in Srinagar will work with administrators to regulate traffic,” Singh informed.

     

    In addition, strategies to make schools environment-friendly and engaging youth to step up the measures are part of this year’s celebrations.

     

    “To reach out to consumers across India, we’re running a contest among advertising agencies to produce campaigns related to waste management, one of the major problems in India cities, in collaboration with Advertising Club Calcutta. We’ve announced an inter-media school competition across India for the best short videos on the Earth Day theme,” Singh said.

     

    This year, the National Council of Science Museums centre in eastern India will include a competition for students to develop gadgets that run on renewable energies, Singh announced.

     

    The high point will be the launch of the second volume of ‘Pathways to Green Cities: Innovative Ideas from Urban India’ eBook, which showcases how citizens in different cities have used innovative strategies to make their cities more sustainable with better resources and transport management, cleaner energies and reduced pollution.

     

    Recycling and upcycling are featured prominently in the book, Singh said.

     

    Upcycling is particular form of recycling that involves turning waste material or an unwanted product into a better quality product.

     

  • Kolkata campaigns for ‘Tobacco-Free World’

    Kolkata campaigns for ‘Tobacco-Free World’

    KOLKATA: To carry forward the campaign for a tobacco-free world, the US-based Bloomberg Initiative (BI) and The International Union against Tuberculosis and Lung Disease came together to host a meet in the city of joy.

    Popular state icons like singer Lopamudra Mitra, sports personality Dibyendu Barua, cricketer Shreevats Goswami and others chipped in the new initiative, which was spearheaded locally by the NGO – Manbhum Ananda Ashram Nityananda Trust (MANT).

    “Every person should be able to breathe smoke free air. Smoke-free environment protects the health of non-smokers, who are otherwise reduced to passive smokers. I am happy to be a part of the Alliance for Tobacco Free West Bengal initiative to increase public awareness,” Barua, the chess wizard said.

    The Bloomberg Initiative Grants Program was started in 2006 to support projects that develop and deliver high-impact, evidence-based tobacco control interventions. The BI Grants Program provides funding to government ministries and agencies, non-governmental organizations (NGOs), civil society organizations, and universities in more than 60 countries.

    Tobacco kills more than 14,000 people every day and experts are of the view that deaths are increasing every day. Unless urgent action is taken, tobacco will kill eight million people a year by 2030, 80 per cent of them in developing countries.

    To address this global public health crisis, Michael R. Bloomberg, philanthropist and mayor of New York City, launched a global initiative to fight tobacco use in low- and middle-income countries, where more than two-thirds of the world’s smokers live.

    Leading experts call for a global campaign to create a tobacco-free world by 2040.

    “A world where tobacco is out of sight, out of mind, and out of fashion – yet not prohibited – is achievable in less than three decades from now, but only with full commitment from governments, international agencies, such as UN and World Health Organisation, and civil society,” experts opined.

  • NewsX launches new campaign targeting youth

    NewsX launches new campaign targeting youth

    MUMBAI: iTV network’s English news channel NewsX has launched its new See Beyond campaign to enhance its brand values and depict its stand. Targeted primarily at the youth, the campaign is a continuation to the channel’s motto – News Not Noise – and is expected to explore a new dimension.  

    Speaking to Indiantelevision.com about the theme and target audience of the campaign, iTV network group CMO Savy Dillip says, “The campaign theme is ‘See Beyond’ and the target audience is between 25 – 44 Sec AB, basically from Metros and 1+ audience.”

    The creative agency behind the execution of the new campaign is WPP’s Wunderman. “We are very happy that the agency seems to have understood the brand and cracked a brilliant campaign, which is like a fresh breath of air from the routine news channel brand campaigns. Usually the general sense is that the news brand campaigns talk about unbiased, true journalism that is existent in the channels. We have tried to do something different here,” Dilip says.

    The 360 degree campaign will be promoted in all possible mediums to ensure substantial reach. Dilip adds, “We have tried to use the traditional and social mediums to promote it comprising B2B, B2C, outdoor, OOH, on-air and social platforms. We would want to reach the audience across platforms and across genres. Hence we are trying to communicate the message through the best of the mediums.” 

    NewsX is planning to launch five back to back campaigns for the same. “We are actually coming up with five campaigns from the network, which has never been done before by any media house or for any news network. The campaign depicts the DNA of our national English news channel, NewsX, which is a dominant leader in the age group of 25-44 in Metros.”

    The theme of the campaign suggests that one has to see beyond what is shown, which indirectly throws the ball in viewers’ court to decide which content to trust and what to ignore. “The theme in itself, suggests that one needs to see beyond things, be it a news channel or the viewer for that matter anyone. There is so much sensationalism and hyperbole involved in the news genre these days, and hence as a channel we would like to bring to the viewers what lies beneath and make them see the unseen,” asserts Dillip.

    News channels are today deriving campaigns based on social issues, which has become a trend of sorts. When queried if NewsX was also following the same trend, Dilip asserts, “If you really see, the theme of the campaign is used never before. If you take any news channel, they keep bombarding about best journalism, best stories, best facts, best coverage, unbiased, innovative, impactful, inclusiveness etc. But our theme is ‘See Beyond’, which does not actually communicate about our journalists or the news, or the importance of the brand. More importantly, it is not in the social space. We have done six creatives, based on politics, human rights, sports and religion, which are basically the issues that we are covering and battling on a daily basis,” she concludes.

  • Flipkart partners Dentsu Webchutney for new campaign

    Flipkart partners Dentsu Webchutney for new campaign

    MUMBAI: Indian E-Commerce venture Flipkart launched a social media campaign Flipkart thanks you to connect with consumers. The four film web campaign has been conceptualised and executed by Flipkart’s digital engagement partner Dentsu Webchutney Innovation Labs and produced by Native Films.

     

    Speaking about the campaign Flipkart senior director, marketing Shoumyan Biswas said, “As individuals, while growing up, each one of us, have learnt some of our “life’s valuable lessons” from our closest relationships. These relations have come to define who we are and what choices we learn to make in life. And what better way to celebrate “the Flipkart Brand,” than with a campaign that pays a tribute and a heartfelt thank you to all such relations! But it just doesn’t stop there, it blends them perfectly into the various aspects of our business that make Flipkart the great brand that it is today.”

     

    Speaking about the conceptualisation of the campaign, Dentsu Webchutney AVP, South, Innovation Labs Gautam Reghunath said, “We’re very proud of our effort on this project. There are simple everyday truths in these films which Omkar along with his team, Albin, and Native Films have been able to capture so wonderfully well. I remember a bunch of us sitting across a table throwing family stories at each other and we ended up with a series of heart-warming scripts in no time. Digital video content is an area we have been spending a lot of energy on recently and there is a lot more where this came from.”

     

    “It was a simple insight – as all insights are – one that turned into stories about relationships and its’ value in our lives. It’s personal but at the same time universal – how I like my ads. Hopefully, everyone else shall too,” added Dentsu Webchutneycreative director Omkar Sane.

  • Sony goes full-throttle with new IPL campaign for 2015

    Sony goes full-throttle with new IPL campaign for 2015

    MUMBAI: Even as the country enjoys the ICC Cricket World Cup and its vibrant Mauka campaign, Multi Screen Media’s (MSM) IPL right holder Sony Max has launched its campaign for the flagship tournament. It’s indeed a daring attempt to launch a cricket oriented campaign when every cricket fan in India is either speaking about World Cup or Mauka.

    India ka Tyohaar, which implies to festival of India, is Sony’s campaign for IPL 2015. The campaign reverberates around the concept of how IPL is a festival of unity. DDB Mudra orchestrated the campaign and a series of videos were released on both television and social media platforms. It must be noted that last year the campaign was conducted by Havas Media and was called Come on bulava aaya hai.

    Among the videos launched so far, Firework has garnered maximum views on YouTube. The humorous video starts with a look alike of Shah Rukh Khan asking price of a cracker and he sees Salman Khan’s look alike and goes and hugs him. Basically IPL is portrayed as festival of unity, which successfully merges many distances and dilutes animosity.

    In a span of six days the video managed 60,922 views, which is commendable compared to their last year's videos on YouTube.

    The video is likely to get more popularity as the tournament comes closer. The parody was trending on social media for a brief time after its release.

    The second video that the channel launched was titled Office. The video starts with an office boy choreographing dance moves to celebrate various glorious moments and the executives follow him. At the time of penning the article, the video has managed 26,448 views.

    The third video is called Auto, which shows how India prepares for a festival and people easily agree to compromise. The video is targeted to the crazy youth who unitedly plan for a match and watch it together. The video has garnered 36,209 views so far.

    Last year’s campaign Come on bulava aaya hai had four videos shared on the social media platforms of which the Ghost video garnered maximum views with 382,457 hits. The video starts with a priest trying his level best to free a conjured body but the spirit refuses to leave the victim. When the priest is about to give up the IPL siren blows and the spirit comes out to say mera bulava aagaya.

    In another video the creative agency targeted the Bengal audience where they show a Bengali wife running away from the wedding ceremony to catch IPL action. This video managed to garner one third of the previous one with only 119,577 in more than a year time.

    Humor was very much evident in last year’s campaign too. In one of the video they show a mother is about to expire and wants to share something very important with her son. The paranoid son waits eagerly for his mother’s disclosure and when she starts talking, the siren blows and the son runs away leaving his mother on death bed to catch IPL action. The video has got 93,475 views in more than a year's time.

    Considering the circumstances and timeline, the progress made by the campaign so far should be an encouragement to the organizing committee. 

    When queried about the campaign sources in MSM revealed that a few more teasers will be released in the coming days. “The released videos have done well so far and we will have a few more videos hitting public forum in the coming days,” said the source.

  • Yepme launches TV campaign with West Indies cricket team

    NEW DELHI: Featuring leading lights of the West Indies Cricket Team, Yepme.com has come out with its latest campaign that will be aired during the World Cup telecast on Star Sports and all other channels.

     

    The campaign features players like Chris Gayle, Darren Sammy, Marlon Samuels and Captain Jason Holder sporting the Yepme collection of #freshfashion and sharing their take on how it goes with the famed West Indian flair.

     

    The new campaign will play alongside the #freshfashion campaign starring Shah Rukh Khan.

     

    Yepme has sponsored the West Indies team in the ICC World Cup 2015 that is currently underway in Australia. The West Indies Cricket Team will play sporting the Yepme logo on their jerseys.

     

    Yepme.com founder and COO Sandeep Sharma believed that West Indies cricket stars like Gayle, Sammy and Andre Russel are known for their effortless style and have a massive fan following in our cricket-crazy nation.

     

    “We are extremely proud of this association and look at this as an opportunity to spread the message about Yepme being the destination for the latest fashion with cricket lovers across the globe,” Sharma said.

     

    Yepme.com has gone all out in attracting attention of cricket lovers during this World Cup. Recently, the brand announced its ‘Fly To Australia and cheer for West Indies team’ contest, wherein 50 winners who downloaded its app and answered a question on Fresh Fashion are given tickets to Australia and a chance to watch the West Indies team live, along with three days and two nights’ accommodation.

  • Cricket World Cup 2015: A festive ground for new TVCs

    Cricket World Cup 2015: A festive ground for new TVCs

    MUMBAI: The India vs Pakistan cricket matches are always a nerve tester for players, but this time the test was not restricted to the green field alone. The test went on to the creative desks of advertising agencies. The mission being: to make a unique presentation for their client and garner viewer attention.

    The marketing blitz was started by Star Sports, the official broadcaster for the ICC Cricket World Cup, when it launched a TVC emphasising on the history of the two teams in 50 overs World Cup since 1992. Named Mauka (opportunity), the TVC depicts how Pakistan has never been able to burst crackers after a match against India in the World Cup. The TVC starts with a young man buying crackers in 1992 when Pakistan played against India for the first time in the World Cup. Pakistan lost the match and since then after every four years he gets the box of crackers out but Pakistan loses. Eventually his kid starts getting optimistic and removes the box but Pakistan continues to lose, so the dejected father and son keep waiting for a mauka (opportunity). The campaign has been planned and executed by Star India and its internal creative team.

    Star, as an extension to the mauka campaign, has now launched another TVC. This time it emphasises on how India has never won a match against South Africa in the World Cup. The two teams face each other on 22 February and it remains to be seen what Star comes up with after that.

    If Star’s TVC was about competition and comparison, Pidilite came up with a totally different concept. The brand used the emotional quotient of the neighbouring countries to garner attention with its todo nahin jodo (don’t divide, unite) campaign. The film opens with an arched gate. One soldier each from both sides is seen parading and marching. Each is trying to outdo the other, and as they go through their marching routine, the Indian soldier notices the peeled shoe sole of the other soldier. Fearing a loss-of-face, as crowds look on, he looks appealingly at his rival on the other side. The other soldier waves his arms about in a flurry of movement following which the shoe is shown as being fixed. A slow motion replay reveals that the soldier has in fact pulled out a tube of Fevikwik and mended the shoe instantly, the action hidden by the speed of his movements. The march continues and the soldiers salute each other at which point, a Super appears on screen while a VO is also heard saying –Fevikwik. Todo nahin, Jodo! (don’t divide, unite).

    Commenting on the campaign O&M executive chairman & creative director South Asia Piyush Pandey told Indiantelevision.com, “Fevikwick is a brand of bonding so while there was animosity everywhere we decided to take the path of unity. The ad depicts competitiveness but ends with a smile and Fevikwik is about bringing a smile on the face of everyone in the world. The ceremony is something that happens every day.” 

    The ad is buzzing on social media, and will certainly trend for a while. While the entire world was supporting either of the teams, the Pidilite ad successfully brought a smile to each and everyone irrespective of their domicile.

    Madras Rubber Factory (MRF) also launched its campaign during the India vs Pakistan match. The film begins with the Indian cricket icon Virat Kohli getting a call from a girl and Formula 1 driver Narayan Kartyekein connected to the technical team in the racing circuit. Both of them are given five minutes to reach their destination. Kohli drives a sedan while Karthikheyan drifts on his racing car. Both start racing to meet their respective deadline. The ad emphasises on the tyres and with a motto to establish itself as all utility tyre brand. The film ends with the message– ‘There’s a lot riding on us.’ That is symbolic of the hopes of millions of Indian fans who want the team to return with the World Cup just like MRF tyres that undertook the journey of making the players reach safely to their destination. The ad has a very abstract ending. 

    Speaking about the campaign Lowe Lintas executive director G V Krishnan asserted, “MRF has been serving the country for over 60 years by providing new age solutions in the tyre category. We have been in the forefront of tyre technology and go to great lengths to test the performance of our tyres and subject them to rigorous tests on the race track.  All with an intent to provide the very best of customer experience. We chose Virat and Narain as both are performers and stretch themselves to deliver consistently. The story with Virat and Narain depicts how both perform their task cut out effortlessly on a MRF tyre which was born on the race track to perform on any road.”

    On the target audience, he said, “The entire Indian Diaspora was our target. It certainly communicated the message that we were trying to and we have received good feedback.”

    Indian telecom network Airtel also used the platform to launch its One Family One Plan scheme. The brand used family drama as its unique concept. The ad shows how a child is being extremely nice and sweet to his father. The Airtel One Family One Plan enables member of the family to share his or her plan with the other. So the kid behaves nicely to his father to get blessed with a share of the family postpaid plan. The mother is also very much present throughout the ad and encourages the kid. The ad uses famous Bollywood song Phoolon ka taroon ka sab ka kehna he ek hazaroon mein meri behna hai with some modification. Keeping the tune same, the song is re sung where the behna (Sister) is replaced by papa (father). 

    Speaking about the commercial Taproot co-founder and chief creative officer Santosh Padhi said, “The TVC has nothing to do with sports. We decided the cricket World Cup as the right time to launch the campaign. The ad is made to depict family emotions as the product is one family one plan. Depending on the product, we execute our creative plans and we did the same this time too.”

    Dettol India also used the platform to launch its Maa Mane Dettol Ka Dhula (mother trusts only Dettol) campaign. The hygiene product manufacturer launched two TVC’s during India – Pakistan clash. Both the commercials emphasise on the mother’s care for their children. Dettol dettol chants are used in various parts of the ad.      

    Cricbuzz.com, a property of Times Internet which provides all round cricket coverage of international  and other domestic cricket tournaments from around the world has launched its first marketing campaign in the form of TV ads. It revolves around the concept Cricket Ka Keeda To Hoga Hi, Jab Ho Cricbuzz Ka Mobile App, which translates to – The Cricket Bug will surely bite you, when you have the Cricbuzz mobile app on your smartphone. The TV ads present real life scenarios and how the Cricbuzz App changes the way you react to them.

    Cricbuzz Milk Ad: The ad starts with a man engrossed in his phone while entering the door. He apparently was asked to get milk by his wife. When the wife sees him she asks for the milk, he replicates the bowling action and throws the packet on her head. When he sees his wife’s stunned face he says, Bouncer tha, duck karna tha na baby! (baby! You should have ducked, it was a bouncer).

    Packaged food brand Lay’s, too came up with a new ad titled Yeh Game Hi Hai Taste Ka (the game is of taste). The brand has used the timing as its unique selling point. The World Cup timings are indeed problematic for a cricket fan. The Ranbir Kapoor starrer TVC emphasises on how Ranbir successfully manages to rescue his friends out from their respective work place to catch the World Cup action live on TV. 

    Mobile app Saavn also roped in Ranbir Kapoor for its pitch jo bhi ho playlist saavn ka ho campaign. The video emphasises on how an Indian gets carried away by the world cup fever and uses abusive language to depict emotions.

    Another video from Saavn sees Ranbir informing viewers on the new ways of playing music. Narrating rhythmic dialogues the film star explains the evolution of mobile music. The video ends with Ranbir saying Saavn daalo Music barsao dialogue and entering a theater.

    Besides the new advertisements, many brands kept their old TVCs running during the World Cup. E-commerce venture YepMe continued with the Shah Rukh Khan starrer TVC. Ceat tyre too stayed with the chik (sneeze) ad featuring Irfan Khan. The TVCs were well complemented by innovative L bands throughout the match. 

    Overall, the ICC Cricket World Cup is turning out to be an exhibition of TVCs where creative minds are going all out to leave an impact on the viewers’ mind. While some are going for high profile celebrities, others are trying to win hearts conceptually. Todo Nahi Jodo is amongst the most popular videos on YouTube and certainly leads the lot.

  • Kerala to promote tourism with new ayurveda focused campaign

    Kerala to promote tourism with new ayurveda focused campaign

    KOLKATA: The tourism department of Kerala government is planning to launch a campaign focused on ayurveda to promote tourism and position the state of Kerala as home of ayurveda.

    The board is also looking at a year-long campaign – ‘Visit Kerala Year’ to celebrate tourism in the state and it would commence from mid-April, coinciding with the New Year in the Malayalam calendar.

    Kerala Tourism spent around Rs 45 crore on the marketing and campaigns to promote tourism activities in the state in the current fiscal that id 2014-15. For the next fiscal, that is 2015-16, the budget would be in the same line if not more, as the state is betting on tourism growth.

    “We will sooner have TVCs and campaigns focused on ayurveda to promote tourism,” said Kerala tourism, additional director (general) Anupama TV, in Kolkata, on the sidelines of an event organized to promote the state as a favourite destination on Monday.

    Leveraging the increased air connectivity, a focused ayurveda and monsoon campaign will be conducted in the Middle East where 90 per cent of the diaspora is from the state.

    The other campaigns including TVCs focusing on the backwaters, beaches were aired last year, said Anupama TV.

    Tourism is Kerala’s second biggest income source, after remittances from non-resident Keralites abroad. The state earned Rs 23,000 crore from tourism in 2013.

    Kerala is looking at increasing the number of tourist arrivals in the state to over 1.37 crore in 2015 as it plans an array of activities to promote the state as perfect holiday destination.

    Also, to promote the number of foreign arrivals, the tourism department is taking a number of initiatives and is exploring new markets such as China, Japan and Korea apart from campaigns in Europe.

    When asked about Kerala Tourism’s most ambitious sea plane project, she said that sea plane services will commence soon.

    Kerala Tourism had to stop the sea plane services, after its inaugural flight in Kollam in early 2013 owing to widespread protests from fishermen in the state.

  • Linc Pens to woo consumers with innovative campaign for new product

    Linc Pens to woo consumers with innovative campaign for new product

    KOLKATA: Linc Pens is all set to woo consumers with its unique animated TVC for one-of-its kind product: Linc Twinn. The campaign is likely to bring the vibrancy of Indian folk music to Indian television.

     

    Linc Twinn combines the power of a pen and a pencil in a single body. The communication reflects on the utility of Linc Twinn through an animated series which is sure to make a mark in the cluttered advertisement world, the company said.

     

    The advertisement shows the prince of ‘Pen Nagar’ getting married to the princess of ‘Pencil Land’ and as a result of the marriage between the pen and pencil; Linc Twinn (The Pen with Pencil) is born. There are separate versions for Linc Twinn Ball & Gel category.

     

    “Linc Twinn is a revolutionary product mainly targeted at students but useful for all. Cricket World Cup cuts across all age groups & income levels; hence; we thought it’s the best platform to launch a new TVC campaign,” said Linc Pens MD Deepak Jalan.

     

    Linc Pens brand manager Harshvardhen Daga said that Linc Twinn is an all new category of writing instruments. “Till date people have used Pens or Pencils; we have combined both the utilities in one instrument,” he said.

     

    The best part about the product is the pricing, which is just Rs 10 and hence affordable for the masses. For the same reason; the ad also has a very mass appeal with context to kingdoms; marriage; mythology and the folk score. All three ads we have kept a synergy in the form of Baul music. 

     

    “The ektara used throughout makes these TVCs stand apart along with the colourful animations. This entire journey of two months has been very exciting and our agency partners have been able to execute exactly what we required,” Daga explained.

     

    Pressman executive creative director Raj Banerjee added, “Animation is increasingly becoming important as a tool for the advertising world and I can only see it increasing leaps and bounds in the near future for more engaging communication for the target group. Word-of-mouth feedback from various SECs; age groups; varied demography and psychographics seem to have talking only good things about Linc Twinn.”

  • Godrej launches Good Knight Neem coil in South India; rolls out campaign

    Godrej launches Good Knight Neem coil in South India; rolls out campaign

    BENGALURU: Godrej Consumer Products Limited (GCPL) has launched Good Knight Neem Low Smoke Coil in South India. A campaign including a TVC by JWT in South India has been live for the past month or so. The company says that this latest entrant in the Household Insecticides (HI) category has been infused with visible cues of neem using advanced technology that lends enhanced power of neem to the coil.

     

    GCPL vice president, marketing, home care Ajay Dang said, “As pioneers in the Household Insecticide category for over 30 years, we have been known for our innovative and effective product solutions. With the sudden rise of mosquito infestation cases in the country, it was need of the hour to offer a superior solution to the consumers. We felt the need to bring out an effective product that is easy to use by a large set of homes in India and is available at an attractive price point. The launch of Good knight Neem Low Smoke Coil is a positive step towards that direction.”

     

    “Neem is a natural mosquito repellant and the new coil also has low intensity smoke, which makes the new product more attractive to Indian homes. I am sure our consumers will pay heed to our latest offering and appreciate the efficacy of the new Good knight Neem coil,” he added.

     

    “The Good Knight brand is an important brand for Godrej and is valued at between Rs 1000 to 1100 crore,” informed Dang. With regards to the Neem launch, Dang said, “Depending upon the region, we will supplement the TVC with print and/or ground activation. At present the focus is towards the urban market, but we are also interested in the rural market. We will see how the product is received in the South before going in for a national launch.”

     

    The TVCs have been created in Hindi and about 15 to 16 languages for the regional markets. As of now, the Neem Low Smoke Coil ad is being aired on the main channels in South India as the product is available only in the South.

     

    Madison is handling the media buying duties from Godrej’s Neem Low Smoke Coil.