ITV

Category: Ad Campaigns

  • Sunfeast Mom’s Magic launches ‘Will of Change’ to advocate equal inheritance

    Sunfeast Mom’s Magic launches ‘Will of Change’ to advocate equal inheritance

    Mumbai: Sunfeast Mom’s Magic unveils its powerful initiative, ‘Will of Change’, to inspire mothers across India to advocate for equal inheritance rights for daughters. The campaign addresses the stark reality revealed by research, which shows that only 7 per cent of daughters receive equal inheritance through a will, despite having the same legal rights as sons. The deep-seated belief that ‘betiyan paraya dhan hoti hain’ (daughters are ultimately someone else’s responsibility) still lingers in many Indian families, and the campaign seeks to challenge this bias.  

    ITC Limited, chief operating officer of the biscuits & cakes cluster, foods division, Ali Harris Shere emphasises the role of mothers in leading this change: “A large number of mothers in India themselves having faced unfair treatment in matters of inheritance by their parents, are the ones who can truly spark a change now in their own families for their daughters. Through the ‘Will of Change’ campaign, we hope to inspire mothers to ensure equal inheritance rights for daughters and become a Mom of Change.”  

    The initiative continues the brand’s legacy of advocating for social issues that impact mothers. Sunfeast Mom’s Magic encourages mothers to become the #MomOfChange, standing against the societal bias that often overlooks daughters in inheritance matters. The campaign features an emotional film starring Shefali Shah and Manish Chaudhari, which poignantly portrays a modern family grappling with inheritance decisions. When the father, Shekhar Verma, excludes his daughter Shreya from the will, the mother, played by Shefali Shah, subtly challenges the bias, reminding him that while their daughter is addressed as ‘beta’ (son) in daily life, she becomes ‘beti’(daughter) when it comes to inheritance. Her words prompt him to rethink the ingrained bias in his decision.  

    At the heart of the campaign is the belief that mothers, as pillars of change, possess the power to challenge the biases that stand in the way of their children’s future. By spotlighting one of the most ingrained societal issues, Sunfeast Mom’s Magic aims to empower moms to lead the movement for equality in inheritance practices.  

  • Inorbit Malls announces “Bade Dilwali Diwali” campaign

    Inorbit Malls announces “Bade Dilwali Diwali” campaign

    Mumbai: Inorbit Malls, a  retail and the shopping centre industry is excited to announce the launch of its first-ever brand-led campaign. Titled “Bade Dilwali Diwali”, this campaign is a celebration that traditional boundaries, inviting everyone to come together as one big family this Diwali.

    Through this campaign, Inorbit Malls is setting the stage for a memorable experience that exhorts everyone to embrace generosity and kindness. Promoted across digital, and print, the campaign seeks to emphasize not only the importance of family and friends, but also those who contribute to our daily lives – from the service staff to colleagues, neighbours, and more. It is an invitation to everyone to celebrate with open hearts and minds, making it a festival that truly lights up lives.

    The magic of the campaign is echoed across all the properties of Inorbit Malls in the form of a majestic Swan centrepiece representing purity, love, loyalty, and transformation. The campaign invites mall-goers to capture their own special Diwali moments by participating in interactive activities such as selfies with the Swan and other social media contests.

    In addition to the visual spectacle, Inorbit is also organizing several engaging events and workshops across its malls ensuring a holistic and immersive experience for the visitors. The campaign reflects Inorbit’s ethos of making the mall not just a shopping destination but a place for the community to come together, share, and celebrate.

    Inorbit Malls (India)  SVP & head leasing, marketing & corporate communications Rohit Gopalani said, “At Inorbit Malls, we believe Diwali is more than just a festival of lights; it’s a celebration of togetherness. This year, through our ‘Bade Dilwali Diwali’ campaign, we aim to inspire our patrons to share the joy of Diwali with everyone around them. Whether it’s through our captivating Swan installation, symbolizing love and grace, or our call to ‘join us to add light to somebody’s life,’ we want to create a space where every moment is cherished, and every visitor leaves with their heart a little fuller.”

    NashXp managing director Lalit Kewalramani said, “As an agency, we’re proud to work with Inorbit on this special campaign. We believe that Diwali is a time to reflect on what matters most and to bring people together, not just on screen, but through real, meaningful experiences. With our 360-degree service offering, including experiential activations at the malls, we aim to create memorable moments for everyone. We’ve asked people to share what Diwali means to them, and it’s been amazing to see the

    diverse, personal responses. We’re turning these answers into posters featured across social media, adding another layer of community engagement.”

  • We rely on multiple data sources to create personalised marketing strategies: Ravinder Varma

    We rely on multiple data sources to create personalised marketing strategies: Ravinder Varma

    Mumbai: Leveraging AI for hyper-personalised marketing has become essential for brands aiming to enhance customer engagement and loyalty. By analysing consumer data, AI enables marketers to tailor messages and recommendations to individual preferences, ensuring a more relevant experience. Additionally, AI’s predictive capabilities allow brands to anticipate consumer behavior and trends, optimising targeting and boosting campaign effectiveness.

    Indiantelevision.com caught up with RiteBite Max Protein (Naturell India Pvt.Ltd), brand manager, Dr Ravinder Varma, where he shared his inights on use and impact of AI in marketing campaigns and ads.

    Edited excerpts

    On consumer data you primarily rely on to create personalised marketing strategies:

    We rely on multiple data sources to create personalized marketing strategies. This includes website traffic, ecommerce and quick commerce data, sales statistics, social media sentiments, customer reviews, test markets, and consumer feedback at store levels. These diverse data points provide us with a broad understanding of consumer behavior.

    AI plays a crucial role by gathering and analyzing these scattered data points. It not only processes our primary data but also scans available research reports and other online sources to create meaningful insights. These insights form the foundation of our marketing strategies, helping us better plan activities that enhance customer engagement and build long-term loyalty.

    On AI helping your brand in creating hyper-personalising marketing campaigns:

    AI has significantly improved our ability to hyper-personalise campaigns by analyzing large sets of customer data, such as preferences, purchase history, and online behavior. Using this analysis, AI algorithms can identify key trends and audience segments, allowing us to deliver highly targeted and personalized content.

    For instance, we can send personalized emails, offer product recommendations, and create tailored social media ads based on each customer’s unique needs. Furthermore, AI-powered tools like chatbots and virtual assistants help us engage with customers on a personal level by offering real-time, tailored support and recommendations, enhancing their overall experience with the brand.

    On AI predicting consumer behavior and trends benefitting your brand:

    By using AI, we are able to predict consumer behavior more accurately and combine these predictions with ongoing trends. For example, AI helps us analyze various demographic and psychographic data, allowing us to understand the types of consumers engaging with our brand.

    This approach helps us refine our targeting, ensuring that our marketing campaigns reach the right people at the right time, making them more efficient and cost-effective. AI essentially helps us narrow down our audience, improve messaging, and enhance the overall impact of our marketing efforts.

    On AI tools you use to generate engaging content for ads and social media:

    We use ChatGPT-4 alongside other generative AI tools to create content for our videos, images, and social media posts. These tools help us design content strategies, write scripts, and even execute them in both English and Hindi.

    AI also assists in generating mailers and WhatsApp promotional messages, ensuring the content is aligned with our brand’s voice. By automating these tasks, we’ve streamlined our workflow, allowing us to scale our marketing efforts more efficiently while saving time on repetitive tasks like content creation.

    On elaborating on how AI-driven predictions have helped you stay ahead of market trends:

    AI-driven predictions allow us to stay ahead of market trends by continuously analysing data from social media, customer feedback, and market reports. This proactive approach helps us spot emerging trends and shifts in consumer preferences before they become mainstream.

    With these insights, we can innovate and introduce new products that address market gaps. For example, by tracking real-time customer sentiment, we can tweak existing products or adjust our marketing to better meet consumer demands. AI also helps with demand forecasting, ensuring that our inventory aligns with changing customer needs. Additionally, it provides insights into competitor strategies, helping us stay competitive and responsive in an ever-evolving market. This data-driven approach ensures we stay agile and aligned with customer expectations.

  • PNB Housing celebrates homeownership with ‘Pakka’ promise

    PNB Housing celebrates homeownership with ‘Pakka’ promise

    Mumbai: PNB Housing Finance aims to make homeownership a reality for every Indian family. To reinforce this mission, the company has introduced a refreshed brand message that connects emotionally with customers and underscores its commitment to delivering on promises – Pakka! This new positioning highlights PNB Housing’s efficient services, assuring: “Ghar ki baat pakki, jab support ho pakka!”

    Launching just in time for Diwali, a festival symbolising homecoming and new beginnings, PNB Housing’s latest campaign captures the essence of family and warmth during this festive season.

    The ad features a grandmother explaining Diwali’s significance to her grandson. Inspired by her words, the family wishes to celebrate Diwali in their own home this year. A PNB Housing executive assures them of timely home loan processing and disbursement.

    In a light-hearted moment, the grandson seeks reassurance, and the executive responds, ‘Pakka,’ reinforcing the company’s commitment. The ad concludes with the child telling his grandmother that no welcome is as special as that of one’s own home, emphasising family values, trust, and the fulfillment of homeownership.

    “This Diwali, we are not just talking about homes — we are celebrating the journey that leads to homeownership,” said PNB Housing Finance MD & CEO Girish Kousgi. “Diwali is a time that reminds us of the promises we make, and, at PNB Housing, we are deeply committed to ensuring that every family experiences the joy of owning their home. Our campaign film, rooted in trust and reliability, perfectly reflects how we deliver on our ‘Pakka’ promise.  At PNB Housing, we believe that a home is more than just a place, it’s where the heart truly belongs.”

    As families across the nation light up their homes this Diwali, PNB Housing reaffirms its commitment to making homeownership a journey filled with hope, joy, and trust. With renewed confidence, PNB Housing pursues its mission to make homecoming a reality for everyone, one family at a time – Pakka.

  • Third Wave Coffee marks eight years of creative journeys

    Third Wave Coffee marks eight years of creative journeys

    Mumbai: Third Wave Coffee marked eight years of fueling creative journeys with their specialty coffee, with a befitting celebratory campaign titled #InspiringIndianCrea8ors. The month-long campaign celebrates creators from various fields and applauds their unique stories and creative journeys that were sparked while indulging in their favorite delight at Third Wave Coffee neighborhood cafes. To mark the occasion, the brand has released a special digital film featuring a curated group of visionary creators – ranging from authors and restaurateurs, to digital marketers and entrepreneurs – who discovered their creative spark within the warm, welcoming space of Third Wave Coffee cafes. Through candid insights and personal reflections, these creators share how the café became their haven for inspiration and innovation. #InspiringIndianCrea8ors only further underscores the brand’s continued commitment to nurturing its community.

    Third Wave Coffee CEO Rajat Luthra says, “At Third Wave Coffee, we believe in the power of coffee and community to inspire, connect, and fuel creativity. Over the past eight years, we’ve witnessed our stores transform from more than just grab & go coffee places, to social hubs drawing people together to collaborate, innovate and grow. We are delighted to have played a part in many aspiring tales and are humbled by the love bestowed on us by our consumers. With #InspiringIndianCrea8ors, we pay an ode to the bright minds that find their niche at our cafes, and aspire to make a positive difference – armed with a cup of their favourite coffee.”

  • J Hampstead launches its new marketing campaign

    J Hampstead launches its new marketing campaign

    Mumbai: Suiting and shirting fabrics brand J Hampstead captivated Mumbai with a marketing campaign that blended street intrigue and digital engagement. This initiative showcased the brand’s commitment to excellence and solidified its leadership in premium fabrics and men’s ready-to-wear garments.

    A mannequin dressed in J Hampstead’s latest collection was strategically placed on Bandra’s Carter Road attracting passersby. A card on the mannequin read: “Stealing the Spotlight isn’t easy, try with J. Hampstead,” reflecting the brand’s aim to empower individuals in making stylish statements. A QR code on the card encouraged digital interaction.

    Public reaction was positive. Rahul Mehta, a local resident, said, “I was completely surprised. The QR code was a genius touch—I found myself exploring J. Hampstead’s Instagram page.” This campaign invites those who appreciate elegance and craftsmanship to join ‘A Different League’. J Hampstead’s collections represent refined taste and excellence, empowering you to stand out.

  • Signify launches ‘Hum raaton mein sooraj ugaate hain’ campaign

    Signify launches ‘Hum raaton mein sooraj ugaate hain’ campaign

    Mumbai: Ahead of the festive season, Signify has unveiled a new television commercial (TVC) featuring brand ambassador Rahul Dravid. The campaign emphasises Signify’s commitment to innovation, leadership, tradition, and festivities, reflecting Dravid’s spirit.

    The high-energy TVC, titled ‘Hum raaton mein sooraj ugaate hain,’ showcases Dravid in various scenarios, highlighting how light impacts lives. From a bustling rooftop party to guiding a young hockey player and enhancing road safety at night, Dravid symbolises Signify’s dedication to bringing light and joy into everyday life.

    With an exclusive anthem, the TVC focuses on customer centricity, leadership, product excellence, safety, energy efficiency, and innovative lighting solutions. The campaign encourages consumers to make choices that improve their daily lives through light, contributing to a brighter and more sustainable future.

    Signify, greater India – CEO & MD Sumit Joshi remarked, “At Signify, we are committed to the well-being of our consumers, and with Rahul Dravid as our new ambassador, we are thrilled and confident that we will deepen the trust of millions of households. His unwavering commitment to excellence, his passion for the game, and his ability to inspire millions resonate deeply with our brand values. This TVC beautifully captures the power of light to illuminate not just spaces, but also lives and dreams across India.”

    Signify, greater India head of marketing, strategy, govt affairs & CSR – Nikhil Gupta said, “In today’s rapidly evolving lighting industry, Signify has consistently believed in pushing the boundaries of innovation. Our partnership with Rahul reinforces and our vision to creating a brighter future through cutting-edge lighting solutions. We are excited to bring this campaign ahead of the festival season in India as a celebration of the transformative power of light and how it can empower individuals and communities. Looking forward to seeing the phenomenal response from our customers as they continue to shower us with their trust, love and appreciation.”

    Rahul Dravid said, “I’m honored to be a part of the Signify family, Signify’s commitment to innovation, consumer well-being and sustainability resonates deeply with me on and off the field. This TVC showcases the incredible impact that light can have on our daily experiences, and I am glad to be a part of this journey contributing to Signify’s mission to illuminate the world sustainably.”

    The TVC will be aired across digital platforms and television channels across India. The conceptualisation of the film with captivating shots featuring Rahul Dravid are done by Signify’s creative agency Hashtag Orange.

  • Parle-G’s Diwali campaign revives the joy of simple celebrations

    Parle-G’s Diwali campaign revives the joy of simple celebrations

    Mumbai: Thought Blurb Communications has released a new three-minute Parle-G Diwali film, highlighting concerns about the erosion of tradition and the tokenism gradually seeping into this grand festival. This is the third film created by Thought Blurb Communications for Parle-G in the last 40 days, following films for Ganpati and Teacher’s Day.

    The narrative centers on a grandmother who feels despondent and alienated by a changing world and her grandson, who begins to understand the world that existed before his time. This realisation leads to significant decisions on the grandson’s part. The film explores various aspects of both characters, emphasising the need to preserve a way of life and the joy of working together as a family during celebrations, traditions that are fading as commercialisation takes over.

    The grandmother shares her memories of the joy that Diwali once brought, imparting a lesson that the grandson implicitly learns, compelling him to revive these customs. This moment isn’t framed as a teaching moment but as a transfer of joy, which aligns with the brand’s message: ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.

    As Parle Products VP Mayank Shah puts it, “At every point of the spectrum, Parle-G films hope to evoke a certain amount of emotion. This has been a cornerstone of our past work. This Diwali, we decided to highlight our Diwali traditions in a unique way that has so far been unexplored.”

    Thought Blurb Communications founder & chief creative officer Vinod Kunj sums it up. “Diwali ads pose a certain difficulty. The scope has been defined over and over, and a lot has been created on the subject. I am proud of the team who stepped across the boundaries of thought and brought this concept to light.”

    Sometimes an idea comes from weeding away the chaff from the wheat. Thought Blurb Communications national creative director Renu Somani said, “We went through the Diwali ads of many brands from the past, and realized that this thought had not been explored, and not articulated as such. This concept had promise and we went for it.”

    Returning to basics is not a popular concept that resonates with younger people. However, seeing family members in a whole new light certainly is. When that perception sets in, the impulse to renew the relationship becomes imperative. By all accounts, Parle-G’s new Diwali film will make us look at or family in a whole new light. And with it, our relationship to Diwali.

  • Mindshare, Sunlight, Durga Pujo & the 60 foot Sphere

    Mindshare, Sunlight, Durga Pujo & the 60 foot Sphere

    MUMBAI: Kolkata is dotted with zillions of pandals during the Durga Pujo period. We all know that. Brands trip over each other to partner with the one that will give the maximum bang for the buck. Almost every one works hard get their individual pandal to be a standout.

    Media services agency under GroupM and WPP Mindshare came up with a unique innovation  for Hindustan Unilever Ltd (HUL)’s detergent brand Sunlight.  It  executed an unprecedented brand activation at the iconic Santosh Mitra Square Durga Puja. At the heart of this activation was a groundbreaking 60-foot-tall sphere, a first-of-its-kind installation in India, inspired by the world-renowned sphere in Las Vegas. 

    Utilising innovative LED loop technology, the Sphere displayed stunning visuals and graphics of Bengal’s iconic saree designs, such as kantha, garad, and jamdani, making it an extraordinary spectacle visible from afar. This celebration of Bengal’s rich heritage kicked off on 5 October.

    Powered by 100,000 LED pucks, the installation reinforced the brand’s long-standing commitment to preserving Bengal’s cultural legacy and served a visual treat to the throngs who witnessed this modern marvel. Supported by West Bengal’s leading media powerhouse, ABP, the event was amplified across various channels including print, social media, and digital platforms. The dazzling Sunlight Sphere attracted a host of influencers, who organically created content around the installation.

    The sphere was the highlight of the festive campaign that ran for the detergent this Durga Pujo, combining tradition with innovation. The campaign – Oithirjher Rong Natun Rakhe  (Keeping the Colors of Tradition Alive)  – embodied Sunlight’s commitment to preserving the vibrant colors of west Bengal’s cultural heritage. With Kolkata transforming into a vast public art gallery with thousands of pandals – boasting extravagant themes and artworks, the campaign gave pujo revelers a unique, larger-than-life tech experience.

    “Sunlight has been a part of West Bengal’s cultural fabric for over a century, and we are committed to keeping that legacy alive,” said HUL fabric cleaning unit head Aditya Kasyap. “Our promise of superior colour care for iconic fabrics, delivered through an innovative activation, celebrates both the timelessness of Bengali traditions and the freshness of modern creativity. The experience aims to inspire audiences and ensure the essence of Bengal remains vibrant for generations to come.”   

    Added Mindshare Fulcrum south Asia head Snehi Jha: “Our goal is to create memorable and impactful experiences that build iconic brands for our consumers. With Durga Puja being the most important cultural and religious celebration in West Bengal, there was no better opportunity for Sunlight to connect deeply with its audience. Our innovative Sunlight Sphere installation showcased the brand’s significance on a grand scale, unlike anything seen before in India.” 

  • Home Centre launches ‘Speaking Gifts’ campaign

    Home Centre launches ‘Speaking Gifts’ campaign

    Mumbai: Home Centre has launched its latest Diwali collection with the campaign ‘Speaking Gifts by Home Centre’. This multi-medium campaign celebrates the art of thoughtful gifting, highlighting how gifts can express feelings that words often cannot.

    The campaign emphasises that gifts are more than material items; they symbolise heartfelt connections and meaningful gestures. Diwali is an ideal occasion to celebrate these bonds, as reflected in the campaign’s tagline: ‘This Diwali unwrap emotions with speaking gifts by Home Centre.’

    Home Centre India CEO Sitaram Kumar stated, “Diwali is always the highly anticipated time of the year at Home Centre. Our customers walk in hoping to find just the perfect gift for their loved ones or their own homes. We work towards delighting our customers year after year with collections curated with a lot of love and inspirations from across the globe and our own country. This year we celebrate the spirit of thoughtful gifting with our latest Diwali Campaign ‘Speaking Gifts. “

    Home Centre India head marketing & VM, Shikha S Mazumdar added, ”Speaking Gifts campaign is inspired by the warmth & celebratory spirit of the festive season. Capturing how gifts are an integral part of the festivities and relationships, the campaign soulfully captures the delight that both recipient and presenter experience with thoughtful gifting. As we unveil our festive gifting range, we hope everyone finds inspiration and just the perfect gift for their loved ones.”

    The campaign is launched as a digital-first initiative, ensuring visibility across all major social media platforms and appearing in leading malls, OOH locations, Home Centre stores, and print media.

    It beautifully showcases the latest Home Centre Diwali collection, comprising a range of products for gifting, hosting, cooking, and decorating. From elegant tableware for hosting Diwali dinners to cozy decor for revamping living rooms and plush items to welcome guests, each product reflects the festive spirit.