ITV

Category: Ad Campaigns

  • Asian Paints brings back the classic ad ‘Har Ghar Kuch Kehta Hai,’

    Asian Paints brings back the classic ad ‘Har Ghar Kuch Kehta Hai,’

    Mumbai: Asian Paints, a paint and home décor brand, proves that some stories only get better with time by reintroducing the beloved ‘Har Ghar Kuch Kehta Hai’ campaign. The new news is that the old news still holds. What we say today reflects how we live now, but we remain true to the principles we’ve held for years. The ad, originally released in 2002, was written by Piyush Pandey. His impactful voiceover and lyrical contribution lent the ad film an unparalleled charm, making it an iconic piece of advertising history. Now making a nostalgic comeback, it reminds viewers that while trends change, the essence of a home remains timeless.

    This campaign encapsulates the idea that a home is more than just walls and a roof; it’s a reflection of the people within— their emotions, memories, aspirations, and personal journeys. The ad film beautifully conveys the deep bond between a home and its owner, showing how their personality is reflected in the design and atmosphere of the home.

    The ad opens with a couple playfully choosing colours for their walls, showing how design shapes their home. The empathetic lyrics along with a heartfelt voiceover enriches the storytelling, poetically illustrating how people turn houses into warm, loving homes. The ad flows with families rearranging furniture, adding their personal touch, while children’s laughter fills the space, portraying the home as a place of happiness. Each scene reflects how every home tells the unique story of its residents, shaped by their choices and care.

    Speaking on the revival of the iconic ad film, Asian Paints MD & CEO Amit Syngle expressed, “Asian Paints pioneered the approach of capturing the emotional essence of homes decades ago with the ‘Har Ghar Kuch Kehta Hai’ campaign that became a defining moment in our journey. The tagline “Har ghar kuch kehta hai” is not just a line—it’s a feeling. Piyush’s creative brilliance and soulful voice made the ad film pivotal in setting new benchmarks in the category while also redefining the advertising landscape. We have always championed the profound, personal bond consumers share with their homes. As Asian Paints continues to grow as an integrated home décor provider, our core mission is to be part of high voltage emotion of homemaking and bringing joy and happiness to people’s lives.”

    Ogilvy India chief advisor Piyush Pandey said, “Some things are timeless, ageless and beyond the difference of generations. That is what this piece of communication is. It is the bravery of the client and the magic of the pen that God gifted me that day. Today if it’s going to run after 22 years, it just tells Asian Paints & Ogilvy – believe in yourself and back your winners.”

    The revival of the classic ad is a nod to Asian Paints’ journey and a promise of more innovations to come. Now, homes have changed. Family structures have changed. Homes are smarter and newer, and the products and designs are different, but the feeling remains the same. By blending nostalgia with the brand’s cutting-edge solutions, the campaign invites both long-time loyalists and new generations to celebrate the joy of crafting homes that truly speak. 

  • Parnika India launches menstrual hygiene awareness drive

    Parnika India launches menstrual hygiene awareness drive

    Mumbai: Parnika India, a prominent manufacturer and exporter of women’s ethnic wear, has launched a menstrual hygiene awareness drive to support women’s health and empowerment. This initiative addresses the challenges of menstrual hygiene in rural and underprivileged communities, where access to affordable and hygienic sanitary products is a critical issue.

    As part of this campaign, Parnika India is offering customers who make purchases of ₹20,000 or more a unique opportunity to directly contribute to this cause. With every such purchase, customers receive 15 sustainable sanitary pads, which they are encouraged to distribute to women and girls from underserved areas. This initiative not only provides much-needed sanitary products but also empowers Parnika’s customers to become advocates for menstrual hygiene and break down the taboos associated with menstruation.

    Reflecting on the motivation behind the campaign, Parnika India director Vishal Pacheriwal stated, “At Parnika India, we have always believed that businesses have a responsibility to create meaningful, lasting change in society. The issue of menstrual hygiene, particularly in rural and underprivileged areas, is one that affects not just the health but also the dignity and opportunities available to women. With this awareness drive, we are stepping up to address this critical challenge by providing sustainable sanitary products and raising awareness about menstrual hygiene.”

    The initiative has already made a considerable impact, with nearly 500,000 sanitary napkins distributed so far. By engaging both their customers and communities, Parnika India hopes to spark a larger movement toward improving menstrual health and reducing the stigma surrounding it.

    Though the drive is currently an in-house effort with no external partnerships, Parnika India is committed to continuing this initiative and expanding it in the future, reflecting the brand’s broader mission of empowering women and giving back to the community.

    Parnika India’s dedication to empowering women goes beyond the scope of its sanitary pad initiative. The company has been actively supporting women by creating entrepreneurial opportunities and providing guidance to those aspiring to start their own small businesses. Parnika India understands the challenges that women, particularly those working from home or in rural areas, face. Through its programs, the company offers mentorship on starting and running businesses, helping women navigate their local markets, and guiding them in becoming financially independent.

  • super.money introduces AI influencer SUMO in a quirky campaign

    super.money introduces AI influencer SUMO in a quirky campaign

    Mumbai: A Flipkart backed fintech app – super.money,  has introduced its brand influencer, ‘SUMO,’ as part of its latest campaign. SUMO is an AI influencer who is a human in a goat’s avatar. He embodies the everyday Indian who is tired of pointless marketing gimmicks. With his dry sense of humour and relatable persona, SUMO highlights the exaggerated promises that various UPI apps make. The campaign also features a digital video film that takes us through SUMO’s life and his annoyance with pointless rewards.

    In a 75-second film, a man dressed as a goat is going about his day and engaging in everyday activities such as getting a haircut, enjoying chai, and buying vegetables. Throughout these scenes, the goat repeatedly expresses a disinterested ‘Meh!’ creating an air of curiosity. As the film progresses, viewers are drawn into the goat’s world, wondering about the source of his indifference. Creating an air of curiosity, the climax reveals that the goat’s persistent ‘meh’ is a reaction to the uninspiring rewards currently offered by UPI apps. The film concludes with the introduction of super.money, the app that guarantees real cashback on every merchant transaction, transforming everyday purchases into rewarding experiences.

    The campaign is built on the insight that everyone, regardless of their age or financial status, dislikes receiving subpar rewards, prefers actual money over impractical scratchcards. By illustrating this through the humorous yet quirky ad film, super.money aims to connect with viewers and convey the widespread dissatisfaction with difficult-to-redeem rewards on digital platforms.

    “SUMO is the voice of everyone who feels stuck in the daily grind and doesn’t have the luxury of generational wealth to fall back on,” explained super.money founder & CEO Prakash Sikaria. “His dry wit is a reflection of how we, at super.money, believe in a no nonsense approach to everything. We’ve tried to push the envelope leveraging AI, influencers and social media in a way that hasn’t been tried before. As regular media channels become crowded, we believe that great content and social media innovation is the new way to build brands.”

    Through his everyday frustrations—whether it is working a corporate job or navigating life as a goat-human hybrid— SUMO sheds light on the absurdity of meaningless things in life. His humorous take on life as a corporate employee resonates with young, tech-savvy users who demand more from their financial apps.

    super.money consulting creative director Shikha Gupta added, “super.money believes in going against the tide in every way. That means no useless rewards in the app and no celebs in the film. Instead, we created a character of our own that reflects the realities of modern life. SUMO is relatable, witty, and offers a much-needed break from the glossy, unattainable personas we often see in ads. He’s tired of putting up with empty promises, just like our users, and that’s why he’s the perfect symbol for super.money’s promise of real rewards.”

    Footloose Films Director Indrasish Mukherjee said, “The idea behind the film was to capture the frustration we all feel when faced with disappointing rewards. The goat’s ‘Meh’ reactions every time he pays, whether he’s getting a haircut or buying vegetables, humorously exaggerating how unsatisfying these rewards are. We wanted something quirky that people could relate to, but also something that would stand out and stick.”

    SUMO can be followed on his humorous journey of navigating life, work, and financial frustrations on Instagram at @real.sumo.

  • Dell Technologies revives nostalgia and joy through AI

    Dell Technologies revives nostalgia and joy through AI

    Mumbai: Dell Technologies has launched its latest festive campaign titled “Sweets,” positioning the PC as an indispensable tool for users. This reinforces Dell’s commitment to driving meaningful innovation and empowering customers through products equipped with cutting-edge technologies. By highlighting the integration of AI, the campaign aims to bring joy this festive season and demonstrate how technology can create opportunities in today’s fast-paced digital world.

    The campaign film, tells the story of a young man visiting a sweet shop, craving a traditional Indian dessert, kheer. Upon arriving, he learns that the recipe for this beloved treat has been forgotten. Despite suggestions among other patrons, no one can recall the exact ingredients. Determined to rediscover the lost recipe, the young man turns to Dell’s AI-powered Inspiron 14 Plus. Using AI-driven insights, he recreates the recipe, piecing it together bit by bit, with a little help from his grandmother. In a heartfelt conclusion, he shares the rediscovered delicacy with his newfound companions, making the festival more memorable.

    Announcing the campaign, Dell Technologies, India, director of marketing, consumer and small business Mayuri Saikia said, “The festive season in India brings a sense of cheer and excitement, often filled with nostalgia. Technology has the unique ability to connect people, making these moments even more special. Our latest campaign celebrates this spirit and highlights how AI has evolved into a vital part of our everyday lives, helping users discover new possibilities. With Dell’s commitment to empowering people with the right technology and innovative products, we are enabling our customers to stay ahead and achieve desired outcomes.”

    Conceptualized and developed by VML, the campaign adopts an omni-channel strategy, launching interactive videos on Dell’s social media platforms today. It will be amplified in multiple languages including Hinglish, Tamil, Telugu, Bengali and Marathi and will be promoted across a variety of platforms, including YouTube, Facebook, and Instagram. The campaign will also be promoted on Amazon, Spotify, and via media partners to maximize visibility and engagement. Dell is also collaborating with popular content creators and influencers to showcase the devices and highlight their use cases. Additionally, retail amplification and on-ground activations will take place in 35 cities and 60 locations nationwide.

    Commenting on the campaign, Rohan Kumar from VML said, “Festivals today are filled with individuality and personality. Trends show that every celebration has its own unique touch. Food, being an integral part of any festival, brings its own distinct flavours to each occasion. This year, we wanted to highlight Dell’s range of AI-powered PCs, which can help people reconnect with their roots and make this festive season truly special.”

  • ASICS PSA raises awareness about workplace mental health threats

    ASICS PSA raises awareness about workplace mental health threats

    Mumbai: Ahead of World Mental Health Day on 10 October, ASICS has enlisted actor Brian Cox to deliver a warning to the world to get away from their desks and move for their mental health in a powerful Public Service Announcement (PSA).

    ASICS’ global State of Mind study, involving 26,000 participants, revealed a strong connection between sedentary behaviour and mental wellbeing with State of Mind scores declining the longer individuals remain inactive1. Further research into desk-based working found that after just two hours of continuous desk work State of Mind scores begin to drop and stress levels rise2. After four hours of uninterrupted desk time, workers’ stress levels increased significantly by 18 per cent. However, a new Desk Break experiment3 shows that just 15 minutes of movement can help to reverse the effects.  

    The Desk Break experiment, overseen by Dr Brendon Stubbs from King’s College London, found that when office workers added just 15 minutes of movement into their working day, their mental state improved by 22.5 per cent with participants’ overall State of Mind scores increased from 62/100 to 76/100. The experiment showed that taking a daily Desk Break for just one week lowered stress levels by 14.7 per cent, boosted productivity by 33.2 per cent and improved focus by 28.6 per cent. Participants reported feeling 33.3 per cent more relaxed and 28.6 per cent more calm and resilient. 79.2 per cent of participants said they would be more loyal to their employers if offered regular movement breaks.

    In the PSA, Brian Cox plays the role of the world’s scariest boss to highlight the silent threat to our mental health—the desk we work at every day. The PSA calls on office workers to put their mental health first by taking a Desk Break, a short movement break, during the working day.

    https://www.asics.com/in/en-in/mk/deskbreak?asics-orig-path=%2fmk%2fdeskbreak

    Actor Brian Cox said: “I’ve played some pretty intimidating characters in my time but who would have thought a desk could be scarier? It’s great to see ASICS try and do something about this and encourage people to support their mental health through exercise. As I say in the film, run, jump, roller skate. I don’t care. Just move for your mind.”

    Across the world, ASICS is encouraging its office-based employees to move for their mental health by taking regular movement breaks.

    On World Mental Health Day, 10 October 2024, ASICS is inviting office workers to join the #DeskBreak movement and feel the mental benefits. Office workers who are able to take a 15-minute Desk Break* are encouraged to share an image of their empty desk, with images shared raising funds for mental health charities around the world.  

    Dr Brendon Stubbs, a leading researcher in exercise and mental health from King’s College London, said: “We have shown previously that just 15 minutes of exercise in leisure time can result in a meaningful improvement in people’s State of Mind scores. But what surprised us with the Desk Break experiment was how powerful the 15-minute movement breaks were in improving well-being and reducing stress. It even changed people’s perceptions of their workplace for the better.”  

    ASICS managing executive officer Tomoko Koda commented, “At ASICS, we champion the power of movement, not just on the body, but also on the mind. It’s why we’re called ASICS – an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body’. Our global study revealed that the hours spent at your desk for hours on end are having a real and scary impact on our minds. That’s why we wanted to deliver a powerful message from the world’s scariest boss to inspire people to move their minds.

    “We hope to encourage office workers around the world to move and feel the mental benefits. We look forward to seeing the empty desk images on World Mental Health Day.”

    *Employees are advised to check with their employer first before taking a Desk Break.

  • MrMed launches its second digital campaign

    MrMed launches its second digital campaign

    Mumbai: Facing the skyrocketing costs of critical illnesses like cancer is tough, especially as medicine prices continue to rise and the availability of it is scarcely distributed. MrMed, a forward-thinking online super-speciality pharmacy, has launched its second digital campaign with the message: ‘Dava budget mein bhi hai, aur pahunch mein bhi’— medicines that are both affordable and accessible.

    In collaboration with Filmy Fiction, MrMed has launched a visually captivating story, highlighting its commitment towards accessibility and affordable cancer medicines. With cancer treatment costs often delaying care for many, MrMed aims to bring affordability to the forefront by offering high-quality medicines at up to 85 per cent discount. Their advertising promotes reassuring customers about their financial security and the ease of obtaining cancer medications through their platform.

    MrMed co-founder & CEO Devashish Singh commented on the inspiration behind the campaign: “At MrMed, we believe that access to quality cancer care should never be a privilege but a right. Our mission is to empower patients by providing affordable medications, ensuring that no one has to face the burden of cancer treatment alone. Together, we can change the narrative around cancer care.”

    Filmy Fiction director Prasun Jindal said, “In developing the MrMed advertisement, we prioritised building a narrative around the actual experiences of their customers. This helped create a compelling story, fulfilling our intention of going beyond just product advertisement. Ultimately, the vision is not limited to traditional marketing. It’s about creating a community that supports and uplifts one another.”

    With a 4.8-star rating on Google and a presence in nearly 3,000 cities, MrMed has helped patients save over ₹35 crores, establishing itself as a leader in transparent, affordable healthcare.

  • ESAF Small Finance Bank undertakes heartfelt ‘Clap Of Joy’ campaign

    ESAF Small Finance Bank undertakes heartfelt ‘Clap Of Joy’ campaign

    Mumbai: ESAF Small Finance Bank, the new-age bank, has launched an emotional and innovative ‘Clap of Joy’ campaign to celebrate its anniversary. This unique campaign, envisioned by the brand, had an 8-member crew set out on a journey in a themed vehicle.

    The intention was to gauge the emotion that ESAF, as a brand, stood for. The result was two emotional and powerful films that reflected the impact made on different communities and customer segments of ESAF. The campaign covered the organisation’s achievements over the past seven years.

    From the vibrant streets of Mumbai to the humble dwellings and bustling markets of Kolkata, each leg of the journey added a new chapter to the story and offered fresh perspectives. The impact was clearly evident from the feedback of the customers. Travelling over 11,000 kilometres across the heart of India, amidst the richness of its culture, was truly memorable for the participants. There was curiosity, and they captured attention wherever they went.

    Small Finance Bank EVP-HR, ESAF George Thomas expressed his enthusiasm and said, “As a social bank, we believe in upholding society as a whole. Therefore, we decided to gather perspectives from both customers and beneficiaries. The campaign name ‘Clap of Joy’ resonated well with the experiences of our customers and well-wishers.” Speaking about the campaign, Sony V. Mathew, VP, head of branding & communication, said, “Clap of Joy was an initiative aimed at closely interacting with our customers and measuring their experience. We visited customers across different segments and gathered valuable feedback. The insights derived from this led to the creation of the ‘Clap of Joy’ campaign, which was planned as part of our anniversary celebrations. The attention garnered by the branded vehicle was invaluable, significantly contributing to brand awareness, particularly in regions where our presence is more sporadic.”

    “The world was an open canvas for us. It was an opportunity to paint or absorb natural wisdom through both minds and lenses. The output now speaks for our efforts,” Sony V. Mathew added. “As a filmmaker, the challenge was to find a universal idiom to communicate the success story of ESAF across the infinitely diverse nation that India is. Clap was the perfect answer, and filming the sheer joy of the clap was indeed a thing of beauty,” said the ad film director, Rajesh K. Abraham.

    From humble beginnings, ESAF Small Finance Bank has achieved numerous milestones through its commitment to providing financial support to unserved and underserved communities. This journey officially began seven years ago, on 17 March 2017. The Bank’s achievements testify to its efforts to empower people across various strata of society through unbridled dedication and exemplary service. Recognised by several national and international organisations, the Bank’s legacy validates its adherence to the 3 Ps of ‘People, Planet, and Prosperity.’

  • Alpino launches #KhaaneWaaleOats campaign

    Alpino launches #KhaaneWaaleOats campaign

    Mumbai: Alpino, a health-focused brand, has launched its #KhaaneWaaleOats campaign featuring Shilpa Shetty, promoting their protein-packed super oats as a tastier alternative to traditional powdered oats.

    The campaign humorously highlights the contrast between Alpino’s rich, chocolate-flavored oats and the often bland powdered oats that have dominated the market for years. The ad, set around the theme of ‘Choona Laga,’ hilariously portrays powdered oats as a scam in terms of both texture and taste. Alpino challenges the long-held notion that healthy breakfasts have to be bland and unappetising, positioning its new chocolate super oats as the perfect alternative for those tired of the mundane options currently available.

    We see the contrast when Shilpa Shetty humorously carries around a bowl of powdered oats, only to demonstrate how these oats are better suited for everything but eating. The message? “Powdered Oats se Choona Mat Lagao.” The ad showcases Shilpa in an avatar like never before – playful, witty, and fully committed to the cause of introducing a healthful alternative.

    “Before we launched Alpino Super Oats, the market was filled with the same bland, powdery oats offered in different packaging. They weren’t enjoyable, and consumers had no real options for a tasty, nutritious breakfast,” said Alpino CMO Hiren Sheta. “Our campaign, ‘Powdered Oats se Choona Mat Lagao,’ was born from this insight. We aim to bring fun to healthy eating, and our Chocolate Super Oats do just that by offering a flavorful, protein-packed breakfast solution.”

    Shilpa Shetty, a partner and fan of the brand, joins the campaign to encourage a shift in breakfast habits. The campaign humorously addresses the perception that healthy food lacks flavor. Made from 100 per cent real rolled oats, Alpino Chocolate Oats offers 22g of protein per serving without preservatives or additives. The goal is to show that healthy breakfasts can be both tasty and easy to prepare, balancing nutrition and flavor.

  • FCB Kinnect & Flipkart curates ‘After Dark #IYKYFK’ campaign

    FCB Kinnect & Flipkart curates ‘After Dark #IYKYFK’ campaign

    Mumbai: Tapping into Gen Z’s late-night shopping habits, Flipkart launched the ‘After Dark #IYKYFK’ (If You Know You Flipkart) sale ahead of the big billion days sale. The campaign featured glow-in-the-dark billboards near popular spots, like Mumbai’s Carter Road and Delhi’s Cyber Hub, visible only at night with QR codes for exclusive access. Audible billboards were also placed at these hotspots, while engagement was driven through X, Instagram, push notifications, and dating apps.

    Speaking on the campaign, FCB Kinnect & FCB/SIX India CEO Rohan Mehta said, “A fun creative idea, a deep understanding of the new-age consumer, and flawless execution, all working together to deliver a great creative solution for Flipkart Big Billion Days. Our relentless drive to leverage multiple touchpoints creatively turned this idea into a truly integrated and unforgettable experience.”

    FCB Kinnect & FCB/SIX India CCO Neville Shah added, “The sharpness of the business problem resulted in an effortlessly creative solution. Reaching the right audience was only half the battle. Think of it like finding the party. With this campaign, we didn’t just point to the party; we gave night owls a reason to stay up and party with us, all night long.”

  • Roundglass Foundation launches #Goals2Trees campaign

    Roundglass Foundation launches #Goals2Trees campaign

    Mumbai: Roundglass Foundation, focused on environment and sustainability, runs The Billion Tree Project, aiming to plant one billion trees in India by 2035. To raise awareness among sportspersons and fans, the foundation has launched the campaign #Goals2Trees. From now until the end of 2025, it will plant 500 trees for every goal scored by Punjab FC and the Roundglass Hockey Team.

    Through its Billion Tree Project, Roundglass Foundation has already planted 2.6 million native trees, creating over 1,400 mini forests that have sequestered approximately 35,000 tons of carbon. The project supports biodiversity, reduces carbon footprints, and protects against environmental degradation. It also replenishes water tables, improves air quality, and generates sustainable livelihoods, creating over 13,000 jobs under the government’s MGNREGA scheme.

    Roundglass Foundation leader Vishal Chowla expressed his enthusiasm for this unique collaboration leveraging sports for environmental action. “We are delighted to partner with Punjab FC and Roundglass Hockey for this campaign, which harnesses the core values of team sports—community and teamwork—to tackle urgent environmental challenges,” he stated.

    “At Roundglass Foundation, we execute our work by engaging with communities and the public at large. This campaign is a great opportunity for sports and athlete communities to come forward and associate with us in creating real environmental impact on the ground,” said Chowla.

    Punjab FC’s technical director Nikolaos Topoliatis echoed this sentiment, and added, “Football is not just a sport; it’s a catalyst for social change around the world. I am thrilled that Punjab FC has the opportunity tocontribute to an environmental cause. This initiative will motivate our players to perform better.” Currently, Punjab FC is competing in the Indian Super League and recently defeated Kerala Blasters in their first game of the League.

    Roundglass Punjab Hockey Academy’s Sr. assistant technical lead Rajinder Singh, also welcomed the initiative and said, “Our teams are all raring to go and play extra hard for this noble cause.”

    Roundglass Foundation is developing global models for social change in environment and sustainability, youth development, and women empowerment, impacting over 2.3 million lives. The foundation invites individuals, communities, and stakeholders to join them in protecting the environment and promoting a sustainable future.