ITV

Category: Ad Campaigns

  • MOM launches its latest campaign featuring Kiara Powar

    MOM launches its latest campaign featuring Kiara Powar

    Mumbai: Meal of the Moment (MOM), a brand specializing in reimagining familiar foods in convenient formats, announced its latest campaign executed by marketing agency BackBenchers Digital. The brand has collaborated with Kiara Powar, India’s youngest sportscaster and ‘voice of diabetes’, to raise awareness about healthy snacking among teens and young adults.

    This collaboration highlights Kiara’s influence among young audiences and diabetics, prompting BackBenchers to enlist her for the campaign. As a type one diabetic diagnosed at two, Kiara understands the role of nutrition in managing her condition. She advocates for mindful lifestyle choices to prevent lifestyle diseases and educates her audience about healthful alternatives.

    Speaking about her participation in the campaign, Kiara said: “For many youngsters, mindless snacking on extremely processed foods has almost become a way of life. This paves the way for numerous lifestyle diseases including diabetes. Growing up with diabetes, I have had to be especially careful about what I eat and how it affects my health. The ethos underlying Meal of the Moment (MOM) products resonated perfectly with me, as the brand encourages healthy snacking. I hope this collaboration helps to bring the necessary awareness to India’s youth and encourages them to be more conscious about their nutrition.”

    “Kiara’s inclusion in this campaign is symbolic of our brand’s commitment to creating and popularising products for those who are in dire need of mindful, healthful food choices. Her educational and relatable content was perfectly aligned with our own approach, while her growing popularity with youngsters is a step towards helping us to reach out to Generation Next, and make a tangible difference,” said MOM’s head of marketing & e-commerce Siddharth Agarwal.

    “When we were ideating this campaign, Kiara Powar was a natural choice. Her content is being well-received by her audience and she stands out to many as a role model, who is forging her career as India’s youngest sportscaster, even as she is emerging as a fierce diabetes educator. Her dynamic presence and mindful approach to content make her the right fit for this brand and our campaign. We are eagerly awaiting the audience’s response to seeing Kiara in this avatar,” said BackBenchers Digital co-founder Aditya Singh.

  • Piyush Pandey honored with LIA Legend Award

    Piyush Pandey honored with LIA Legend Award

    Mumbai: Piyush Pandey, celebrated as the big daddy of Indian advertising, has been honored with the prestigious LIA Legend Award in Las Vegas on 1 October 2024. This global award, introduced in 2023, recognises industry leaders who have demonstrated outstanding creativity, leadership, and a commitment to mentoring others. Piyush is the second recipient of this honor, highlighting his immense contribution to the advertising world.

    With a career spanning over four decades, Piyush has transformed Indian advertising through his work at Ogilvy, where he began in 1982. From humble beginnings, he has won over 600 national and international awards, including the Padma Shri and the Lion of St. Mark at Cannes. Known for his ability to connect with audiences through relatable storytelling, Piyush’s campaigns have made a lasting impact, including his contributions to India’s polio eradication efforts.

    Having stepped into an advisory role at Ogilvy in 2024, Piyush continues to inspire the next generation of creatives. His books, Pandeymonium and Open House, reflect his belief in sharing knowledge and experience without prescription. This latest accolade is a testament to his enduring influence on the global advertising industry.

    LIA (London International Awards), founded in 1986 by Barbara Levy, celebrates creative excellence across media and has evolved into one of the top international creative festivals. The LIA Legend Award honors those who not only excel in creativity but also contribute to the industry’s growth through mentorship and collaboration.

  • Pizza Hut launches ‘Troll Karo but Try Karo’ campaign

    Pizza Hut launches ‘Troll Karo but Try Karo’ campaign

    Mumbai: Indian pizza brand – Pizza Hut has launched a new promotional campaign for its Momo Mia pizza, a pizza that’s topped with juicy momos. The Momo Mia pizza brings together two fan favourites, resulting in a product that is both unconventional and intriguing. While some might find its appearance unusual, Pizza Hut invites customers to troll its look but urges them to give it a try, assuring them that the delicious taste will win them over.

    As part of the campaign, Pizza Hut has released a humorous TV ad that playfully pokes fun at the Momo Mia pizza. In the ad, the protagonist compares the pizza’s appearance to six sumo wrestlers sitting around a table. In a funny twist, six actual sumo wrestlers appear, taste the pizza, and give it their approval, delivering the message: ‘Troll karo, but Try Karo’. The ad concludes by highlighting that despite its unconventional look, the Momo Mia pizza is undeniably delicious.

    Commenting on the campaign, Pizza Hut India CMO Aanandita Datta said, “Momo Mia pizza is truly a disruptive product which was a huge hit with consumers and infact went viral on the internet when we earlier introduced it for a limited period. Taking the troll route is certainly a very bold decision for us but we wanted an approach that captured candid customer reactions in a humorous way and yet gives the core message that Momo Mia pizza is worth trying and drooling over. We are confident of the product’s taste and certain that this campaign will fuel not just massive chatter, but also high product trials.”

    The campaign has been conceptualised and shot by CreativeLand Asia and will be promoted through digital films in major Indian languages. The campaign includes a 360-degree marketing strategy with PR, influencer partnerships, outdoor ads, and in-store branding.

    The Momo Mia pizza combines Pizza Hut’s signature cheesy pan pizza with spicy Schezwan sauce and street-style momo in its crust. The vegetarian version includes capsicum, onion, sweet corn, and vegetable momo, while the non-vegetarian option has Schezwan chicken meatballs, capsicum, onion, and chicken momo. Available at 890-plus Pizza Hut outlets across India for dine-in, delivery, and takeaway, the brand offers deals like the Momo Mia meal for one starting at Rs 299, including a pizza and a Pepsi PET bottle.

  • Mudrex launches ‘Secure Your Crypto’ campaign

    Mudrex launches ‘Secure Your Crypto’ campaign

    Mumbai: Mudrex, a global crypto investing platform, has launched its ‘Secure Your Crypto’ campaign aimed at educating investors on protecting their digital assets. In recognition of national cybersecurity awareness month, Mudrex will host weekly panel discussions and educational initiatives throughout October. These sessions will be streamed across its social media platforms, focusing on safeguarding crypto investments amid rising security breaches, frauds, and hacking attempts.

    The campaign, designed to equip investors with essential knowledge, will include collaborations with crypto and cybersecurity experts. Topics like wallet security, two-factor authentication, and avoiding phishing scams will be discussed. Investors will have the chance to interact directly with cybersecurity experts in live Q&A sessions, addressing concerns about protecting their assets.

    Mudrex will also release blog posts, videos, and infographics to simplify complex cybersecurity concepts for everyday investors. The initiative is part of Mudrex’s larger commitment to fostering trust and building a secure ecosystem for crypto investors worldwide.

    Mudrex’s CEO and co-founder, Edul Patel emphasised, “As digital assets gain prominence, securing these investments becomes paramount. Through this campaign, we aim to educate our community and the broader crypto audience on how to adopt best practices and avoid the growing risks associated with cyber threats.”

    In a continued effort to protect its users, Mudrex recently won a Delhi High Court order against fraudulent websites using its trademarks to deceive investors. By standing firm against scams, Mudrex reinforces its commitment to safeguarding users from malicious schemes.

  • CaratLane unveils festive edit and 22kt gold designs

    CaratLane unveils festive edit and 22kt gold designs

    Mumbai: CaratLane, an omnichannel jewellery brand, has launched its festive edit for Diwali, featuring a variety of jewellery designs for different styles. This curation includes pieces made from diamonds and gemstones, aligning with the brand’s philosophy – #KhulKeKaroExpress.

    The designs celebrate individuality, encouraging women to express themselves through their jewellery choices. The range blends contemporary style with festive charm, making it easier for customers to find pieces that suit their preferences.

    This year, CaratLane also aims to leverage growing consumer interest in gold jewellery following a customs duty drop in July. The introduction of ‘Everyday 22KT’ gold, designed for the modern woman, reflects CaratLane’s commitment to offering versatile and expressive pieces.

    CaratLane CCO Atul Sinha shared, “At CaratLane, jewellery is not just adornment—it’s a means of self-expression. With Festive Edit, we’re offering a diverse selection of designs that allow every woman to showcase her true personality and style, whether through diamonds, gemstones, or our newly introduced ‘Everyday 22KT’ Gold. This modern take on 22KT gold is perfect for today’s women who want to blend tradition with modern style.”

    To bring this concept to life, CaratLane has launched a Diwali film that simply, yet beautifully highlights how women use jewellery as a powerful tool for self-expression. The film’s message, “Suni sabki, par kari apne mann ki”, perfectly captures the spirit of the curation—inspiring women to be unapologetically themselves and being unfazed by societal expectations.

    “To differentiate CaratLane during the festive season, we loved the idea of highlighting the purpose of its jewellery as a medium of self-expression. Each stunning piece of jewellery becomes a reminder to express yourself authentically, rise above any criticism or negativity, and do only what feels right to you. Continuing from the successful “Wear Your Wins” initiative a couple of months ago, we hope this narrative resonates with women,” said BBH India CCO Parikshit Bhattaccharya.

    To make the season even more exciting, CaratLane is offering 100 per cent off on making charges on 4000-plus stunning diamond designs, making it the perfect time to turn festive wishes into reality.

  • Movado retains Sidharth Malhotra as ambassador

    Movado retains Sidharth Malhotra as ambassador

    Mumbai: Movado, the Swiss watchmaker known for its modern design since 1881, has launched a new campaign featuring brand ambassador Sidharth Malhotra. He showcases designs from Movado’s recognised collections: Bold Quest, Bold Fusion, and Heritage Series.

    The campaign is inspired by movement, a key element of the brand’s identity, as Movado means ‘always in motion’ in Esperanto, a language created in 1887 to bridge communication gaps. The visuals depict Malhotra in various dynamic settings, emphasizing the versatility and sophistication of Movado watches.

    “We wanted to ensure movement and motion was portrayed in the creative concept – a key element that defines Movado, while featuring designs from some of our most globally recognized collections,” said Movado Group Inc president international Xavier Gauderlot. “Sidharth Malhotra continues to be an exemplary ambassador, and we are proud to continue our partnership with him.”

    The watches highlighted in the campaign epitomize the fusion of timelessness and innovation, represented by Sidharth Malhotra’s blend of classic charm and modern appeal.

    “Continuing my journey with Movado has been truly special,” said Malhotra, “The brand’s unique ability to blend timeless elegance with a modern flair truly resonates with me. The featured collections, especially the Bold Quest and Bold Fusion, are remarkable for their contemporary designs and exceptional craftsmanship. I am excited to collaborate with a brand that embodies such a distinctive blend of heritage, modernity, and innovation.”

  • MS Dhoni stars in Lay’s ‘So Light, So Good’ campaign

    MS Dhoni stars in Lay’s ‘So Light, So Good’ campaign

    Mumbai: Lay’s has introduced a new flavor, red chilli as part of its ‘So Light, So Good’ campaign. The launch includes a TV commercial featuring cricket legend Mahendra Singh Dhoni, emphasizing the light texture of Lay’s wafer chips. Available in salt & pepper and red chilli, these chips aim to appeal to snack lovers across India.

    The TVC shows Dhoni catching and eating the floating chips, playfully highlighting their lightness. The tagline ‘So Light, So Good’ effectively promotes the product.

    Speaking about the campaign, PepsiCo India category lead – potato chips, Saumya Rathor said, “We’re deeply committed to delivering top-quality products and unique experiences to our consumers. Our new Lay’s Wafer Chips flavour is a game-changer, featuring innovative packaging and a superior product. Moreover, coming together with MS Dhoni for this campaign has been an incredible experience. This collaboration has enabled us to create a campaign that truly stands out, perfectly complementing a product that leads the way in quality. We’re confident that people will love it”

    Brand ambassador and cricket legend, MS Dhoni, expressed, “Being part of the new Lay’s wafer chips campaign was a real treat. It was a fun shoot and I think people will enjoy watching it. And with exciting new Lay’s flavors on the horizon, there’s always something new to discover.”

    With the launch of the new red chilli flavor, Lay’s pushes the boundaries of snacking innovation. Lay’s wafer chips offer lightness, bold flavors, and a satisfying crunch, reinforcing the brand’s leadership in the Indian snack market. As Lay’s expands its thin-cut chip portfolio, this new flavor aims to delight taste buds nationwide, making every snacking moment ‘So Light, So Good.’

  • Bata launches festive collection campaign with Kartik Aaryan

    Bata launches festive collection campaign with Kartik Aaryan

    Mumbai: Bata India launches a special collection ahead of the festivities, rooted in artisanal craftsmanship and high fashion design details with an enticing film that spotlights Bata’s brand Ambassador and superstar Kartik Aaryan. The festive campaign, Celebrate Every Step is an exciting chapter of the global brand’s ‘Make Your Way’ campaign that celebrates stories of grit & success for those who stride to shine. The campaign captures his journey of becoming a Bollywood sensation. In the film, Kartik is seen celebrating all the roles he has played in his life, even the setbacks that helped him come back stronger inspiring individuals to trust their journey & celebrate every step! The latest collection features classic brogues, monk strap loafers and laced-up derby shoes for men & trend-setting heels in Ombre colours, mules with crystal bow accents and shimmery yet technology-infused Bata Comfit sandals for women. Just in time for the festive season, the collections start at just INR 2499, available across Bata stores and online at bata.com.

     

     

    Bata India head of marketing Deepika Deepti said, “At the heart of ‘Celebrate Every Step’ is a powerful insight: today’s India is about individuals who dare to change their trajectories and make their own way. The campaign shines a spotlight on the inspiring journeys of Kartik Aaryan and other youth icons, with each story resonating with the ambition of today’s new age of consumers. The Artisanal Leather & Starlight collection, offers unmatched style, comfort and confidence that you need to bring in the festivities this season.”

    Brand ambassador Kartik Aaryan shared his excitement for the campaign, “I’m super excited to be a part of Bata’s ‘Celebrate Every Step’ campaign. As an actor, I have played many roles but this campaign inspired me to pause and celebrate the biggest role I have ever played – Me! This festive season is all about expressing yourself, standing out, and looking fabulous while you’re at it. Time to step into the celebrations, both inside and out, with style!”

    FCB India national creative director Udayan Chakravarty said, “The storytelling in the video takes the form of a dramatized mixed media biography instead of a conventional ad – leaning heavily into Kartik’s life, retrieving and drawing heavily from old photographs, archival footage and personal anecdotes. Through, Celebrate Every Step, we have tried to narrate Kartik’s story of grit that only Bata has the right to tell – having been there with Kartik, every step of his way.”

    Joining Kartik in this journey, are the new-age icons who have carved their own unique path to success – the multi-talented force, Designer and Entrepreneur Masaba Gupta who has constantly challenged status quo and continues to reinvent herself through unseen paths. The campaign also celebrates Singer, songwriter and now actress and musician Lisa Mishra who made an indelible mark in popular culture, Urooj Ashfaq who took her comedy to a global platform, winning accolades and hearts of GenZ alike and Alaya F who shined bright even in unconventional roles, breaking stereotypes. By bringing them together, Bata India applauds those who break the glass ceiling and truly embody the spirit of ‘Make Your Way’, the brand’s global campaign for its 130th anniversary.

    Shop Bata’s latest festive and occasion-wear collection at your nearest Bata store or online at bata.com today.

  • dentsu X India bags digital media mandate for LG Electronics

    dentsu X India bags digital media mandate for LG Electronics

    Mumbai: dentsu X India has been awarded the digital media mandate for LG Electronics, a consumer electronics brand. The account was won following a competitive multi-agency pitch and will be serviced from the agency’s New Delhi office.

    As per the mandate, dentsu X – the data & tech-driven agency from dentsu India, will cater to digital media solutions for the brand. It will offer a comprehensive suite of solutions overseeing online marketing plans across social media platforms, content creation, influencer marketing, media planning and buying, analytics, and full-funnel management for LG Electronics’ B2B segment and B2C website.

    This partnership underscores dentsu X’s commitment to upholding the brand’s philosophy of transparency and integrity. The agency will play an instrumental role in amplifying and expanding the brand’s digital footprint with innovative and engaging brand strategies. Leveraging its Media, Tech, Data, and Content expertise, dentsu X aims to deliver transformative digital-first experiences, driving business growth and solidifying LG Electronics’ leadership in the consumer electronic industry.

    Commenting on the partnership, dentsu X India CEO Jose Leon said, “We are thrilled to welcome LG Electronics onboard. This strategic win aligns perfectly with dentsu X’s digital-first and data-driven approach. We aim to enhance LG’s digital presence through cutting-edge strategies, driving growth and reinforcing its leadership in the consumer electronics industry.”

    dentsu CEO Media South Asia Anita Kotwani added, “We are excited to join forces with LG Electronics, a leader in the Consumer Electronics industry. LG’s blend of contemporary innovation and authentic approach, along with its evolving core philosophies, aligns seamlessly with dentsu X’s goal of creating transformative brand experiences. Our commitment to driving revenue growth through distinctive data-driven and consumer-centric strategies will add significant value to LG Electronics. We are confident that our digital solutions will support them in achieving its business objectives and further strengthen its industry leadership.”

    LG Electronics India head of corporate marketing Jae Hyung Jun commented, “We are thrilled to partner with dentsu X as we elevate our digital presence. With dentsu X’s innovative approach and deep understanding of the digital landscape, we are confident this collaboration will further strengthen LG’s connect with our customers across digital platforms. We look forward to leveraging their expertise to enhance brand engagement and drive impactful results for LG India.”

  • Only Much Louder collaborates with Flipkart

    Only Much Louder collaborates with Flipkart

    Mumbai: Only Much Louder (OML), a market-leading, full-service creative and entertainment business network, has elevated urban commuting through an innovative campaign that offers auto rickshaw rides in Bengaluru for just ₹1. The initiative, which commenced on September 20, launched in collaboration with Flipkart UPI, is part of the highly anticipated Big Billion Days which kicked off yesterday, September 26th, 2024.

    At the core of this campaign is the endeavor to simplify digital payments while alleviating the daily challenges faced by commuters during peak hours. The initiative aligns with Flipkart’s broader strategy towards customer-centricity by integrating its offerings into daily life aimed at positively influencing digital experiences for its user base.

    Recognizing the challenges posed by Bengaluru’s congested traffic and the common preference among auto rickshaw drivers for cash payments, OML developed a comprehensive strategy to support Flipkart UPI in bridging this gap. The campaign was strategically launched across the city during peak office hours, where local auto-rickshaws were equipped with Flipkart’s UPI payment system. To incentivize its utilization, riders were offered up to ₹11 cashback on all UPI transactions, effectively promoting the adoption of digital payments for everyday transactions.

    Pankaj Malani, SVP, Revenue at Only Much Louder said, “Navigating Bengaluru’s traffic during peak hours while finding auto rickshaws that accept digital payments can often feel like winning the lottery. Recognizing this need, we collaborated with Flipkart to ideate and craft this campaign by leveraging the platform’s UPI payment feature to showcase how Flipkart UPI enhances everyday experiences for commuters.”

    The campaign kicked off with an engaging outdoor advertising blitz, featuring banners and witty copy strategically placed across key locations in Bengaluru. OML’s execution and tactics led to the campaign quickly gaining traction, trending at #2 on X (formerly known as Twitter) and attracting the attention of several influencers who helped amplify the excitement across social media.

    This activity translated into a high volume of commuters taking advantage of the ₹1 auto rickshaw rides. Within a span of one hour, several rides were booked, reflecting how the initiative addressed two common issues: the difficulty of finding auto-rickshaws during peak office hours and the hassle of carrying cash. This campaign effectively solved daily commuting challenges while highlighting the ease and practicality of digital payments with Flipkart UPI.