ITV

Category: Ad Campaigns

  • Castrol launches campaign for cricket World Cup

    Castrol launches campaign for cricket World Cup

    MUMBAI: With the ICC Cricket World Cup 2015 round the corner and millions of cricket fans gearing up to support their favourite team, Castrol, Performance Partner of the ICC, has launched Castrol Activ ‘Cling on to the Cup’ campaign that will provide fans an opportunity to be right in the heart of the action through state of the art digital technology.

     

    The Castrol Activ ‘Cling on to the Cup’ campaign was kick-started with a live Google hangout where fans discussed the Indian team’s prospects and challenges with Castrol Activ panelists and cricketing stalwarts, Anil Kumble and Sanjay Manjrekar along with well-known cricket commentator and Castrol brand ambassador Harsha Bhogle. The hangout was a lively affair filled with some serious conversations as well as funny quips and comments from fans and panelists alike.

     

    Cricketing legend and Castrol Activ panelist Anil Kumble said, “Technology has become an integral part of our lives and Castrol with its reputation for pioneering product technology, has successfully harnessed digital technology and created a unique experience for all cricket fans. For the first time ever, cricket fans will be able to be present virtually in the stadium, in support of their favorite team.”

     

    Over the last five years, Castrol India has endeavoured to bring fans closer to the action and provide a more immersive and interactive experience. Castrol Activ ‘Cling on to the Cup’ campaign is a continuation of these efforts. Apart from the Castrol Activ Hangout, the campaign will include other initiatives that are interactive and engaging for the fans, bringing them closer to the action during the ICC Cricket World Cup in Australia & New Zealand.

     

    Commenting on the campaign Castrol vice president marketing – India & South Asia Soma Ghosh added, “Castrol is excited at the prospect of giving Indian fans the opportunity to cheer on their heroes at the ICC World Cup 2015. Over the last five years of Castrol’s association with the ICC, we have undertaken pioneering innovations, especially in the digital space, to make the game a more immersive and interactive experience for the fans. With campaigns such as Castrol Activ ‘Cling on to Cricket’ (during the ICC Champions Trophy 2013) and ‘Castrol Activ Scooter Zip factor’ (during the ICC T20 World Cup, 2014) have been trailblazing and successful campaigns. We are indeed excited about using new and innovative technology to make the fan experience more engaging and enjoyable.”

  • Hrithik Roshan redefines health & fitness with ‘Defeat Defeat’

    Hrithik Roshan redefines health & fitness with ‘Defeat Defeat’

    MUMBAI: The Greek God of Bollywood, Hrithik Roshan has redefined health and fitness in the country as he launches his brand film Defeat Defeat for HRX in association with Myntra.com.

    The film depicts his relentless endeavour of overcoming personal struggles and achieving victory over all. Said the man himself, “Everyone including me has been defeated in life. But success comes to those who rise above defeat and understand how to deal with it. I realized that defeat isn’t a real thing, it’s just an illusion. A clever work of the mind. This short film is an attempt to spread this message and encourage people not to be afraid, not to give up and forget what failure means before you give victory a shot.”

    The actor’s apparel brand HRX, retailed exclusively on Myntra.com is inspired by the superstar’s style and philosophy, created to not just reflect his stardom but also his incredible story of defeating defeat. Roshan further said, “I am happy that we have been able to conceptualize and translate this adventurous spirit into great style and fashion through HRX.”

    Enthused about launching the Defeat Defeat campaign with Hrithik, Myntra Fashion Brands head Abhishek Verma believed that it encourages people to defeat the mental barriers that stops one from achieving his/her goals. “It has been phenomenal working with Hrithik to develop this campaign. We hope this brand film will be well received by his fans and others who have a strong passion for a healthy & positive lifestyle.”

    He added, “It’s been a year since the birth of HRX and today it is one of the leading brands on Myntra.com.”

    Commenting on the launch of this campaign, Exceed Entertainment founder Afsar Zaidi said, “The philosophy, the rules by which Hrithik leads his life has been rolled out in the form of brand HRX. For us, at Exceed Entertainment, it was a challenge that we took upon ourselves to make it into a reality. Defeat Defeat campaign is the message that HRX stands for – Keep moving at all times.”

    Shot in an old abandoned warehouse, Roshan shot bare bodied and at a stretch for over 21 hours.

    Embodied in the brand’s tagline ‘Push Your Extreme’, the actor has been going all out to inspire and encourage people to defeat ‘defeat’ and push themselves beyond their limits.

    Since the launch of his brand film on 5 February, 2015 the campaign has received positive reviews across social platforms with lakhs of views. The campaign also witnessed the actor evangelizing his philosophy on Twitter, along with his fellow co-stars Sonakshi Sinha, Bipasha Basu, Arjun Kapoor, SidharthMalhotra and Sophie Choudry among others. 

  • Birla Sun Life campaign gets over three million views on YouTube

    Birla Sun Life campaign gets over three million views on YouTube

    NEW DELHI: ‘Khud ko kar buland’, a short film for Birla Sun Life Insurance’s latest campaign, has garnered over three million views on YouTube within three weeks of being posted.

     

    The three and a half minute film by Taproot India tells the story of a single father as he deals with unpredictability of life. His journey begins at the doctor’s office where he is informed of his son’s autism, and how he grapples with life’s various setbacks while managing the family’s finances.

     

    The film ends with a voice-over that says, “Honi ko aap rok nahi sakte. Par honi bhi aap ko kahaan roh sakegi. Apno ko, apne sapno ko karo surakshit.” (You can’t control the inevitable, but the inevitable can’t control you either. Protect yourself and your dreams)

     

    Aditya Birla Group CMO – financial services Ajay Kakar said, “BSLI through this campaign takes the lead in defining the invaluable role that life insurance can play in all our lives. But going beyond that, we urge mass India to stand tall against adversity. We believe there are two kinds of people in the world – those who succumb to life’s uncertainties, and those who take it in their stride. We must be the only authors of our own life stories -Khud Ko Kar Buland,”

     

    Kakar added, “Nothing can come in the way of those who stand prepared against all odds. Life insurance helps safeguard your family and you from the uncertainties of life. In keeping with our marketing mission across all businesses at ABFSG to be an agent provocateur in low penetration categories, we have gone a step ahead to reposition the fragmented perception of the life insurance category, in the minds of mass India.”

     

    Taproot India chief creative officer Agnello Dias said, “Insurance communication usually harps on how vulnerable we are in the face of destiny. Never about how strong the human spirit can be. By emotionally empowering one to stay resilient in the face of whatever is in store is a bold, powerful stance by BSLI.”

     

    Taproot’s senior creative director Pallavi Chakravarti added, “Look around. See if you can spot a single person who has never faced uncertainty. It’s a given. We don’t know what form it will take – but if one believes that tomorrow will be better, and acts on that belief by safeguarding one’s dreams, then there is little destiny can do. And that is the stand BSLI has taken.”

  • Blue Star earmarks Rs 35 crore for summer ad campaign

    Blue Star earmarks Rs 35 crore for summer ad campaign

    KOLKATA: Air conditioning and commercial refrigeration company, Blue Star, aims to spend Rs 35 crore during this summer on advertising and brand communication. The company has earmarked an investment of around Rs 41 crore as marketing spend for the entire next fiscal (2015-16).

    The company also intends to continue investing in its digital marketing efforts in social media as well as the internet, considering that most Blue Star buyers belong to the highest socio-economic category (SEC A), who are active on the internet.

    “Blue Star achieves around 40 per cent of its sale during summer season, so for our summer campaign, we aim to spend around Rs 35 crore,” said Blue Star executive director and president – AC&R Products Business B Thiagarajan.

    The company unveiled a new range of contemporary, stylish and energy-efficient room air conditioners on Wednesday in Kolkata.

    “Our company has identified a new value proposition of ‘Nobody Cools Better’ and soon this will be used widely with a set of TV commercials supported by advertisements in mainline dailies, cinema and hoardings. Since we are now well entrenched in the residential segment, we plan to aggressively promote this new proposition in TV, print ad hoarding,” informed Thiagarajan.

    It should be noted that last year for the summer campaign, the company had earmarked Rs 25 crore in marketing spends. This summer, the company is looking at vibrant TVCs like its previous campaign ‘Daddy Cool.’ The company’s ad agency Interface has already been roped in to assist Blue Star for the TVC.

    The company also plans to enhance investments on new product development and research and design initiatives in order to develop modern and sophisticated products.

    Talking about the business and growth, Thiagarajan said that Blue Star is eyeing to triple the share of inverter ACs in its room air conditioner sales by 2015 as the company is underpinning its hopes on increasing preference for energy efficiency products among the buyers and falling prices of inverter ACs.

    Thiagarajan also said that the room AC business was a strong focus area for the company and it would be the primary growth driver of its revenues in the coming years. “We have been encouraged by the growth in market share in this business despite the strong presence of global brands. So we have decided to invest in R&D, manufacturing and marketing to boost room AC business,” he added.

    Thiagarajan further said that countries like Japan and China are moving towards inverter ACs to help save power consumption. The company plans to sell 3.4 lakh units of ACs by 2015-16 of which seven per cent would be inverter.

    Last year the room air-conditioners industry grew by 10 per cent in volume terms and in value terms it was 19 per cent.

    Thiagarajan also said that the company is likely to finalize a manufacturing location by July or September next fiscal as it is looking to expand its manufacturing base. “We have a capacity to manufacture four lakh AC units at present,” he concluded.

     

  • 92.7 Big FM launches cricket show with Virender Sehwag & Harsha Bhogle

    92.7 Big FM launches cricket show with Virender Sehwag & Harsha Bhogle

    MUMBAI: 92.7 Big FM, which is the official radio partner for the ICC Cricket World Cup 2015, will enhance its offerings through exclusive on air content and exciting off air initiatives for the event.

     

    The station has announced a unique and interactive property christened Cricket Ka BIG Headquarter with Virender Sehwag and Harsha Bhogle.

     

    Elements will begin from the 8 February, leading into the World Cup on 14 February and then until the end of the World Cup. With this, the stage is set for an exhilarating aural experience across its 45 stations.

     

    Offerings from Cricket ka BIG Headquarter from 92.7 Big FM includes:

     

    · Exclusive content throughout the season ranging match updated, trivia, behind the scene stories, game analysis and celebrity interactions

     

    · Cricket expert Harsha Bhogle will give expert pre and post match analysis

     

    · The most ardent six winners across India will be selected, basis performance in quizzes and contests on air. The winners will travel to Australia and watch the gran finale live, while also reporting for BIG FM from down under! This will be judged by Virender Sehwag

     

    Ensuring extensive marketing, platforms across on ground, digital and social media will be activated:

     

    · 92.7 BIG FM will set abuzz social media platforms with various engagement activities for its listeners. This will include games, trivia, picture updates and quizzes to ensure high engagement

     

    · BIG FM jocks will also visit residential welfare associations to engage with audiences to create excitement and awareness of the radio station’s property.

     

    · Taking consumer engagement a step further, 92.7 BIG FM has also taken a leap in the digital space by partnering with PLUGGD Radio to launch a mobile app for Cricket Ka BIG Headquarters. The app which is meant to enable listeners to engage with RJs through chats and participate in contests and polls, will also regularly update listeners on 92.7 BIG FM’s music, RJs, and the latest from Cricket Ka BIG Headquarters.

     

    92.7 BIG FM national business head Ashwin Padmanabhan said, “Cricket is a religion in our country and is immensely loved and followed by our people. We are extremely delighted to partner with the very prestigious ICC World Cup, offering yet another unparalleled entertainment experience with 92.7 BIG FM. Our offerings combine to provide our cricket-frenzied audiences an excellent sports entertainment experience, while giving marketers a fabulous property to ride with.”

  • DHFL unveils new campaign with Shah Rukh Khan

    DHFL unveils new campaign with Shah Rukh Khan

    MUMBAI: With an aim to reinforce the founder’s vision of the company of enabling every Indian to own a home of his own, private housing finance company – DHFL is leaving no stone unturned to make this true.

     

    The company has launched an integrated marketing campaign ‘Ghar Jaisa Loan’ featuring Shah Rukh Khan. This will be DHFL’s largest ad campaign, since its inception in 1984.

     

    The campaign centers around how DHFL has been encouraging the lower and middle income segment in India to dream of owning a home. It further describes how the company has been helping customers realise their dream of home ownership through product innovation and deferential service.

     

    DHFL chairman and managing director Kapil Wadhawan said, “DHFL has been fuelling the dreams of thousands of Indians of owning a home of their own. Through our new campaign ‘Ghar Jaisa Loan’ with Shah Rukh Khan we envisage reaching out to a wider audience and leveraging our consumer connect.”

     

    The film shows Khan talking to people about how it’s important to dream, not necessarily big. He says if flying high is not realistic, it’s okay to be grounded. If owning a big house is difficult it’s okay to dream of a smaller one. But it’s important to dream of owning a home, because whether it’s a palace or a nest, one’s own home is one’s own.

     

    The commercial ends with Khan looking into the camera and telling people that for the past 30 years DHFL has given a home to lakhs of dreams. He signs off saying, ‘DHFL home loans. Ghar jaisa loan.’

     

    Khan said, “I am happy to be associated with DHFL and I personally believe that DHFL’s mission of enabling home ownership for every Indian is as relevant today, as it was 30 years ago when the company began operations. I especially connect with the tag line ‘Ghar Jaisa Loan’, which voices every man’s innermost desire for stability and protection.”

     

    Giving his views about the campaign, SapientNitro, India chief creative officer KV Sridhar said, “What’s important is to own a home, it doesn’t matter if it’s big or small. Purchasing a house is an emotional event in everyone’s life and we often tend to delay it to the day we can afford that dream home. Through this campaign we are trying to communicate that it’s better to realize smaller dreams on the way to the ultimate one.”

     

    The campaign includes 35-second TV spots featuring in six languages – Hindi, Marathi, Gujarati, Tamil, Telugu and Kannada – in more than 36 channels. It will be further leveraged in the digital, press and outdoor media.

  • Shah Rukh Khan likely to feature in West Bengal tourism’s new TVC

    Shah Rukh Khan likely to feature in West Bengal tourism’s new TVC

    KOLKATA: Bollywood superstar and Indian Premiere League’s (IPL) Kolkata Knight Riders (KKR) franchise owner Shah Rukh Khan is likely to feature in the forthcoming new tourism television campaign for West Bengal. It is learnt that the new TVC will be ready in three months.

     

    The state government has given the brand-building exercise to Ogilvy & Mather. Additionally, a global consultant – HVS – has also been hired to help prepare a ‘Vision Document’ for the state.

     

    Fairly large contingents from the UK, Australia, Thailand and Sri Lanka will gather at the CII-organised Destination East, the largest buyer-seller tourism meet billed for 6-7 February at Town Hall, Kolkata’s heritage showpiece. More than 25 countries are likely to participate in Destination East.

     

    These four countries are among a total of 25, including the US, China, France Germany, Singapore, Switzerland, Sweden, Japan and Bangladesh from which tourism stakeholders will interact with their counterparts in the eastern region.

     

    “This is a forum where we wish to share with the global delegates our incentive schemes for any investor keen to put money in tourism projects in the State,” said state’s Principal Secretary of the tourism department AR Bardhan.

     

    “We will offer cash-based incentives on projects,” said Bardhan.

     

    “We are going on a major brand-building exercise. O&M, has been hired to do the job. Bollywood superstar Shah Rukh Khan is likely to feature in the forthcoming new tourism television campaign for West Bengal,” he said, adding that the new TVC will be ready in three months.

     

    He also disclosed that the state government will build motel-cum-wayside facilities every 30 km along the routes to major tourism destinations, including the Sunderbans and Digha. “This will be a reality in six months’ time. A global consultant called HVS has been hired to help prepare a comprehensive Vision Document for West Bengal,” he said.

     

    HVS has provided consulting services and solutions to more than 60 countries for hotels, shared ownership and leisure assets.

     

    “The 10-year Vision Document seeks to double the growth of five per cent in inward tourist flow from both domestic market and international countries,” he added.

     

    “Efforts are on to showcase Kolkata as the ‘Cultural Capital’ and MICE (Meetings, Incentives, Conference and Exhibition) destination. One of our objectives is also to enable one to drive to Sunderbans within two hours from Kolkata at a speed of 80 kmph,” he added.

     

    Apeejay Surendra Park Hotels Ltd managing director Vijay Dewan added, “Considerable money and energy is being devoted to improving roads.”

     

    Dewan also narrated how Destination East has evolved into a powerful platform in the past five years for domestic tourism stakeholders to promote West Bengal to the international travel fraternity. This initiative has been generating a fair amount of business over the past few years.

  • Dentsu Webchutney’s #HappyHourRewind concept; clocks up happiness

    Dentsu Webchutney’s #HappyHourRewind concept; clocks up happiness

    MUMBAI: Coming fresh out of the Dentsu Webchutney Innovation Labs, a subsidiary of the Dentsu India Group, is a campaign that gives the over abused category of Happy Hours a much needed twist. Launched at Turquoise Cottage, a youngsters frequented pub, #HappyHoursRewind allowed people to, simply, turn back time. With a quick tweet, they could rewind the clock and make sure that happy hours never ended!

     

    “Hundreds of bars all over the world run the same old schemes of extending Happy Hours, which begs the question – what does a bar have to do to stand out?” said Dentsu Webchutney Innovation Labs chief creative technologist Gurbaksh Singh.

     

    Elucidating on the campaign he said, “The aim was to infuse freshness into the concept of ‘Happy Hours’ through technology.  For this idea, we experimented with an old school analogue clock, and integrated it with the digital sphere through twitter. We hacked into the clock and engineered it to move anti-clockwise when specific tweets were sent, giving us a way to rewind time.”

     

    This campaign received more than 250 tweets in a single night, and resulted in Happy Hours going on till midnight even though the clock still showed 9pm!

     

    The installation was set up in Turquoise Cottage and patrons were invited between 7pm – 9 pm to tweet with their views on ‘Why happy hours shouldn’t end’ using hashtag #Happyhoursrewind.

     

    This is a pilot campaign that was undertaken at Saket outlet and will be replicated at other locations too, shortly.

  • Anchor unveils new campaign to fight blind spot in the category

    Anchor unveils new campaign to fight blind spot in the category

    MUMBAI:  In the competitive oral hygiene market, the biggest issue that brands face is blind spots. Hundreds of campaigns are launched but only a few are able to cut through consumers’ mind.

    In order increase the recall value of Anchor toothpaste, Leo Burnett has launched a new campaign depicting how one can stand up against wrongdoings, under the tagline ‘Bindaas Daant, toh Bindaas Aap’.

    Anchor Beauty and Health Care managing director Sanjay Shah said, “The work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers. With a product having one of the best formulations in the market, we needed to communicate a higher order benefit of strength. We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand, we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”

    The campaign, which features two films, is based on the insight that physical strength (of teeth in this case) evokes moral strength.

    Leo Burnett chief creative officer Rajdeepak Das said, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of “making teeth so strong that they are not afraid of anything” into a bigger life context of fearlessness against wrongdoing. This takes India’s mood of driving change and standing up for what you believe into a new high.”

    One film titled “Milkman” is already on air while another is to follow later this month. The two films showcase an ordinary day in the life of a kid who stands up and expresses his views strongly and does not back down even as the odds are stacked against him, thanks to Anchor White toothpaste.

    Leo Burnett national planning director Rajeev Sharma said, “In  every product category, there is a central benefit. The key benefit Indian moms seek from toothpaste is ‘strong teeth’. We saw an opportunity in the fact that the culture has evolved, and that this benefit was crying out for a more human expression than the category had ever witnessed. What we have seen in the category is the obsession with lab coats and children either delivering or being the recipients of lectures of dental care. So our strategy was to create a memorable idea about the benefit of strong teeth in the form of fearless teeth or Bindaas Daant. The idea was to showcase what fearless teeth can do. What has emerged is a pretty potent combination. We believe it will create quite a stir in the category.”

    Leo Burnett ECD Vikram Pandey added, “Every mother wants her family to be strong physically as well as morally. So to convey the promise of strong teeth, we wrote stories where kids’ strong moral values are well supported with the physical strength of the teeth. All thanks to Anchor White toothpaste.”

  • Starsports.com to lure digital fans with new World Cup campaign

    Starsports.com to lure digital fans with new World Cup campaign

    MUMBAI: The biggest sporting event for this year – the ICC Cricket World Cup 2015 – is just around the corner and the clamour around it is only getting louder. While TV will be abuzz with promotions galore, a good amount of traction can be expected on social media too. To boost the buzz on social media, Lowe Lintas + Partners has unveiled a new campaign ‘Carry the World Cup’ for starsports.com.

     

    The brief for the campaign was to mirror the passion of the youth and their association with the sport in India. Today, with 3G on mobile phones, the youth stays connected 24×7 thereby allowing them to keep doing what they want to. The agency wanted to tap into this lifestyle and leave behind a thought that when one carries a mobile phone, which has the starsports app on it, one is actually carrying the World Cup along. It thereby allows them to continue following their favourite sport and at the same time do what they please to do. 

     

    Speaking about the campaign a spokesperson from starsports.com said, “Given the centrality of the mobile phone in the life of a young Indian, the ICC Cricket World Cup 2015 is going to be carried round the clock on a mobile screen this time. At starsports.com, we are putting together an exciting proposition for the digital fan. As always, Lowe has put together a compelling campaign for us that will resonate well with young sports fans around the country.”

     

    The challenge for the agency was to get as much attention for the tournament online as compared to the live matches on television.

     

    Commenting on the creative execution that was undertaken for the campaign, Lowe Lintas + Partners national creative director Arun Iyer said, “The youth don’t believe that life comes to a standstill when the cricket WC is happening. It’s this thought that was a springboard for the creative. We then just went ahead and showed all the stuff you can do while watching the WC. In execution, we wanted it to be really cool and have scale. And that’s what Bharat Sikka has helped us do.”

     

    Directed by Sikka, the campaign was shot by Ransom Films. Starsports.com and the starsports mobile app will provide online live streaming and video-on-demand for the entire WC.