Mumbai: As we focus on larger aspects of life, it’s common to overlook smaller items that may seem less important. To address this, the Bengaluru-based e-commerce giant will launch the ‘Big Sale of Small Things’ to highlight items people often forget when preparing for the Big Billion Days (BBD) sale. The campaign aims to remind shoppers of easily overlooked products, including fashion and lifestyle accessories, books, small electronics, home décor, and more.
Simply put, small things have big discounts on Flipkart’s ‘Big Sale of Small Things’. True to the distinctive tone of bizarre humour, this campaign has the internet in splits.
Speaking on the integrated campaign, FCB Kinnect CCO Neville Shah said, “We’ve always said, the idea comes first. And that’s what has won here. A simple thought that makes you think. What do we do when we need small things? Making that funny was a whole other story. But so much fun working on these with the team. Truly gratifying.”
FCB Kinnect & FCB/SIX India CEO Rohan Mehta added, “Being a fully integrated agency is what we set out to be – and this, our first campaign for Flipkart goes to show what we can do when we leverage all our offerings to service the idea best. A perfect example of how creativity can be an economic multiplier.”
Mumbai: LNJ Bhilwara Group’s flagship company RSWM recently unveiled its new digital campaign, “For All Reasons, For All Seasons,” celebrating over sixty years of enriching Indian lives through quality textiles. This initiative highlights the deep emotional connections woven into the fabric of everyday experiences, showcasing how RSWM’s yarns and fabrics have been a trusted companion through various life stages. The campaign features a poignant short film that captures the essence of these moments, from a baby’s first steps to a soldier’s bravery, emphasising the craftsmanship and dedication behind every thread.
Indiantelevision.com’s Arth Chakraborty caught up with RSWM’s joint managing director B.M. Sharma to discuss the primary objectives of the campaign, the creative process behind the film, the subtle promotion of RSWM’s products and more…
Edited Excerpts:
On the primary objectives behind launching the ‘For All Reasons, For All Seasons’ campaign, and its alignment with RSWM’s legacy and vision for the future
With this new campaign ‘For All Reasons, For All Seasons’, our aim was to celebrate RSWM’s 60-year journey and weave a stronger emotional tapestry with our customers. Our primary objective was to paint a vivid picture of how our brand has been a faithful companion through life’s myriad seasons, adapting to changing trends while staying true to our core values.
This campaign isn’t just about showcasing products; it’s about highlighting the human connections we’ve fostered over six decades. Picture a warm, familiar presence that’s been there for every milestone, every celebration, every quiet moment – that’s the RSWM story we’re telling. As we unfold this narrative, we’re also creating a sense of anticipation for what’s next to come. Our goal is to position RSWM not just as a manufacturer, but as a trusted companion on our customers’ journeys. This approach bridges our rich legacy with our vision for the future, reflecting our commitment to innovation and customer-centric values.
On the creative process behind the campaign’s film, and the significance of highlighting different stages of life through RSWM’s fabrics
The creative process behind our campaign’s film was truly a journey through emotions and time. We wanted to capture the essence of RSWM’s six-decade presence in people’s lives, showing how we’ve been there, like an invisible friend, through every stage and season. In a country where almost every festival is associated with clothing, as a manufacturer we have been part of every household witnessing their lives closely. Our film takes viewers on a journey through sixty years of moments – joys, sorrows, triumphs, and challenges. By featuring our fabrics in various life stages, from newborns to grandparents, we’re telling a story of resilience, innovation, and trust.
The significance of this approach is to show that RSWM is more than just a brand – we’re a companion and confidante. Our fabrics have been there for the first days at school, graduations, and countless other milestones. We’ve adapted to changing trends while remaining a constant presence in homes, hearts, and hopes.
This campaign isn’t just about our products; it’s about the stories woven into every thread. It’s our way of saying we’ve been there, unseen but ever-present, for all seasons and all reasons, and we’ll continue to be part of people’s life stories for generations to come.
On the subtle approach to promoting RSWM’s products in the campaign, and believing it enhances the viewer’s connection with the brand
In crafting our campaign, we made a deliberate choice to use thread as a ‘sutradhar’ or storyteller, rather than focusing on the product itself. This subtle approach was key to creating a deeper, more emotional connection with our audience. Instead of highlighting the features, functions, or USPs of our threads, we chose to showcase their applications and the emotional resonance they have with our target group. This strategy allows viewers to see beyond the physical product and connect with the role RSWM plays in their lives.
By weaving our threads into various life moments and stages, we’re demonstrating that these are threads you can trust for quality. They’re not just materials; they’re part of your life story. What’s interesting about this approach is its versatility. At first glance, many might perceive it as a B2C video. However, if you look closer, you’ll realize that it resonates at multiple levels – B2B, B2C, and even B2I.
We believe this approach creates a more lasting impression and stronger brand loyalty. It’s not just about what we sell, but about how we’ve been a part of people’s lives across generations. This emotional connection, we feel, is far more powerful than any product feature could be.
On the production process of the campaign film and the steps taken to ensure that the visuals and narratives effectively conveyed the campaign’s message
The production process for our campaign film was an exciting journey that began with a powerful script. The narrator’s voice instantly connected with our vision of telling an untold story. We presented this challenge to our production house, aiming to create something impactful without relying on celebrity endorsements. Casting was a crucial part of the process. We wanted to showcase the strength of our idea through talented, actors. It was a meticulous process – we filtered through 150 actors to find our final cast of 35, ensuring each could effectively convey the emotion and authenticity we needed. For shooting this video, we covered seven locations and 18 sequences in a hectic seven-day schedule, totaling over 80 hours of shoot time. Despite working with a conservative budget, everyone involved was so excited about the idea that they gave their 100 per cent. We paid attention to every detail to ensure our visuals and narratives effectively conveyed the campaign’s message.
To ensure our visuals and narratives effectively conveyed the campaign’s message, we paid attention to every detail. For instance, the music, which plays a crucial role in connecting with the audience, was originally composed in Rajasthani as a nod to our brand’s origins. However, we later re-recorded it in Punjabi for broader mass appeal. The music became an unseen hero of our campaign, instantly resonating with viewers. Throughout the production, our focus was on creating authentic, relatable scenes that would showcase how RSWM has been woven into the fabric of people’s lives across generations. By combining compelling visuals, emotive performances, and a carefully crafted narrative, we were able to effectively convey our campaign’s message of being there ‘For All Reasons, For All Seasons’.
On the digital marketing strategy for the campaign, and your plan to engage both long-time customers and a new generation of consumers through this approach
Our marketing strategy for this campaign was designed to be digital-first, aiming to engage both our long-time customers and a new generation of consumers. We focused on targeting only audience with relation to or with interest in the textile industry in our key cities across the nation. The objective of the campaign was creating high-quality, emotionally resonant content that could be shared across multiple digital platforms. Our main strategies included leveraging YouTube for video content, utilizing social media platforms for wider reach and engagement, and optimizing our website to handle increased traffic.
In terms of brand awareness, we’ve seen significant improvements. Our campaign reached three million people, garnered one million views on YouTube in just three weeks, and led to a 34 per cent increase in branded keyword searches. This increased visibility has helped us connect with a wider audience, including younger consumers who are primarily active on digital platforms. The engagement has been exceptional, with over three lakh engagements on social media. The campaign’s success is also reflected in our website traffic and overall brand sentiment. We experienced 190 per cent increase in users and sessions. This indicates that both our existing customers and new potential consumers are showing increased interest in our brand. Our engagement strategy focused on encouraging interaction across all platforms. For a brand doing this kind of campaign for the first time, these results are hugely encouraging and validate our digital-first approach.
Mumbai: BL Agro has launched a new television commercial (TVC) for Nourish Pulses. The TVC was premiered on the opening day of World Food India 2024 held at Bharat Mandapam in New Delhi by Shri Chirag Paswan, Minister of MoFPI.
The TVC is conceptualised and produced by Leads Brand Connect, a creative agency headquartered in Noida. It portrays how Nourish Pulses combine convenience, health, and affordability to cater to the needs of today’s modern households who value both quality and practicality.
The advertisement opens with a heart-warming exchange between a mother, played by renowned actress Himani Shivpuri and daughter. As the mother unpacks groceries, she reprimands her daughter for not bringing containers to store the pulses. The daughter proudly explains that containers aren’t necessary because Nourish Pulses come in innovative zipper-lock packaging. The packs can be sealed securely after every use, keeping the pulses fresh and protected. This simple exchange highlights the convenience and thoughtfulness behind Nourish’s packaging, making everyday life easier for busy families.
BL Agro managing director Ashish Khandelwal commented on the new TVC, saying, “We wanted to bring a shift in the brand image of Nourish and make it stand out – for the superior quality and the practical convenience. Our special zipper-lock packaging ensures that pulses stay fresh without the need for additional storage. It’s a smart and practical solution for today’s busy households.”
The ad further emphasises that Nourish Pulses are 100% unpolished, free from artificial colours or oils that are often used to make products appear more appealing. Instead, the pulses retain their natural texture, flavour, and taste, offering a healthier and more authentic choice. The vacuum-packed feature prevents moisture from seeping in. It guarantees that the pulses remain fresh and dry, reinforcing the brand’s commitment to premium quality.
Leads Brand Connect managing director Richa Khandelwal and the creative force behind the TVC, commented on the vision for the campaign: “Consumers are becoming more conscious about what they eat, and Nourish Pulses fit perfectly into that mindset. Our goal was to create an ad that presented the same. We wanted it to connect with the audience on a personal level. So, we conceptualised a relatable story that highlighted how Nourish Pulses deliver convenience, quality, and nutrition—all at an affordable price. The packaging innovation is at the heart of this message, and we’re proud to have brought that vision to life for BL Agro.”The launch of the TVC also aligns with the revamped image of the “Nourish” brand, which reinforces its core commitment to quality, hygiene, and nutrition for all. Through this new branding direction, Nourish seeks to assure consumers that its products offer the highest standards of health and safety, from sourcing to packaging.
The campaign was aired on all social media platforms to begin the new era of brand image. A refreshed image that appeals to the health-conscious modern family as it delivers nutrition-packed products that are convenient and affordable.
Mumbai: DS Group (Dharampal Satyapal Group), a multi-business corporation and an FMCG conglomerate, has unveiled a new campaign for its Ksheer Ghee range titled “Jab Khaana Bane Ksheer Ghee Se, Toh Gul Ho Jaye Boliyaan, Chatpataye Ungliyaan.” This campaign, developed with its agency partner, ^a t o m Network, aims to add a tasty twist to the way consumers perceive and experience ghee. The digital film will be amplified across multiple digital touchpoints, including Instagram, Facebook, YouTube, and various OTT channels.
The campaign’s tagline, “Jab Khaana Bane Ksheer Ghee Se, Toh Gul Ho Jaye Boliyaan, Chatpataye Ungliyaan” (‘When your food is cooked with Ksheer Ghee, conversations are gone, because licking fingers is on’), encapsulates the idea that the sheer deliciousness of food cooked with Ksheer Ghee adds a flavour which words cannot express. Targeting mothers and families, Ksheer Ghee offers more than just tasty food—it gives birth to a new language from the ‘lip-smacking’ sounds of your fingers because you can’t resist digging into the food and licking them off your fingers and one is engrossed in savouring the food, oblivious to everything else.
DS Group AGM Marketing, Dairy Pravin Roy said, “DS Group is excited to introduce the latest campaign which adds a delectable new dimension to our Ksheer Ghee range. This unique campaign beautifully captures how Ksheer Ghee transforms every meal, making the tongue dance with delight and the fingers eager to eat more.”
^a t o m Network CCO & co-founder Yash Kulshresth added, “We all have had food with family and friends, and some delectable meals left everyone speechless. We took the creative leap to show how a family has cracked a new food language because the desi khana was prepared in Ksheer Ghee’s richness.”
Mumbai: India’s winning Test cricket captain Rohit Sharma has been signed on as an ambassador by JK Lakshmi Cement (JKLC) for the fifth year in a row.
A press release issued by the company states that the “renewed association reflects the brand’s commitment to excellence and the shared values that define both JKLC and Rohit Sharma.”
The release adds: “Rohit Sharma, known for his leadership and consistent performance on the cricket field, perfectly embodies the core values of strength, reliability, and excellence that JKLC represents. His previous association with the brand has been a tremendous success, resonating deeply with consumers and stakeholders alike.”
Says JKLC president & director Arun Shukla: “Rohit Sharma’s exceptional talent and achievements have made him a beloved figure in India and beyond. His association with JK Lakshmi Cement has aided in strengthening our brand’s connection with consumers. We are pleased to continue this journey and look forward to achieving even greater heights together. Rohit’s spirit of soaring ambition mirrors our product’s promise of durability and trustworthiness. Together, we aim to build not just structures but lasting relationships with our customers.”
Rohit Sharma who is exclusively represented by RISE Worldwide adds, “I’m excited to continue my journey with JK Lakshmi Cement. Their commitment to quality and innovation aligns with my own approach to life and cricket—always striving for excellence and pushing boundaries. Together, we’ve built an enduring relationship with consumers, and I look forward to what we can achieve in the coming year.”
Rohit Sharma will continue to be featured in JKLC’s advertisements and brand communications across the country, and across platforms. The tagline “India’s Best Performer” has been well received across the sales network and among consumers, contributing to increased brand scores and enhanced business valuation.
Mumbai: This Daughter’s Day, menstrual hygiene brand – Stayfree launched its latest digital campaign which highlights the importance of healthy period conversations within families that help the girl to become comfortable about her periods. Normalising periods among young boys is a critical step within a family construct. Stayfree encourages parents to talk to their sons about periods from a young age. With this campaign, Stayfree has come up with a simple idea yet powerful idea for parents to initiate this conversation by asking them to buy a sanitary napkin.
Four years ago, Stayfree launched its ‘It’s Just a Period’ campaign champions healthy period conversations amongst people who matter most to a young girl- “her family”. The campaign aims to positively change the narrative of shame and silence often associated with periods and instead create a world where conversations about periods are normalized. In this journey, Stayfree first encouraged fathers to be a part of the period conversation with their daughters, which then extended to ‘Talk to your Sons’ campaign encouraging parents to tell their sons “it’s just a period”. This year, Stayfree with its latest film takes another bold step in this direction with a simple call to action #BetaStayfreeLeAana to end generations of taboo.
Conceptualised by DDB Mudra, the new digital film captures poignant everyday moments in families, and conversations between parents and their sons which are heartwarming and relatable. The film thoughtfully portrays various household scenarios that help boys feel at ease with the topic of periods. From a mother encouraging her young son not to feel embarrassed about purchasing sanitary napkins during a grocery run, to another mother explaining that menstruation is a normal and healthy process for every woman, and a father discussing with his son the importance of supporting women during their periods, each moment is handled with care. The film leaves us with a powerful yet very simple message, “When we make our sons comfortable with periods, we make our daughters comfortable with it too.”
Kenvue vice president – marketing and business unit head – essential health, Manoj Gadgil said, “Periods have traditionally been a hush-hush conversation limited to the women of the house with male members asked to look away creating a society where periods are seen as social stigma. When one half of the population is kept out this conversation true change in society is impossible. At Stayfree, we are committed to normalizing period conversations and to create a world where no girl feels shame, fear or discomfort about periods. In our fourth edition, we take a real actionable step by not only urging parents to tell their sons ‘It’s just a period’ but also perhaps to go buy a sanitary napkin for their mother or sister taking a decisive step to end generations of stigma associated with periods.”
DDB Mudra Group chief creative officer Rahul Mathew shared, “Over the years, Stayfree has been committed to normalizing the conversation around periods. And a big cohort in the normalization journey needs to be men. Women feel more uncomfortable because men are not comfortable around the topic of periods. So, a good place to start the conversation is with boys.”
As a part of the new campaign, Stayfree has collaborated with popular national and regional influencers to highlight the important of healthy period conversations in families sharing personal experience of how they have normalised period conversations with their sons. The digital campaign will be seen across Youtube, Meta and leading OTT channels.
Mumbai: RBL Bank, in partnership with IndianOil and powered by Mastercard, launched the IndianOil RBL Bank XTRA credit card, accompanied by the ground-breaking #FurtherAndBeyond campaign. This initiative is designed to position the card as a champion of mobility, addressing the challenges of rising fuel costs that impact daily commutes and occasional getaways. The card targets individuals who are constantly on the move and seeking new experiences, presenting itself as an enabler for worry-free travel.
What sets this launch apart within the BFSI (banking, financial services, and insurance) sector is its innovative approach to blending financial services with experiential marketing. The campaign’s theme, ‘Further & Beyond,’ embodies the spirit of exploration and pushing boundaries. To promote the card, social media influencers known for their passion for travel, embarked on a thrilling 750 km road trip from Chandigarh to Leh-Ladakh, documenting their journey and showcasing the card’s real-time benefits at various petrol stations and pit stops. The journey was extensively documented and shared on social media, showcasing the card’s real-time benefits and its role in enhancing the travel experience. So far, over 150 plus content pieces have been created, reaching an audience of 20 million as part of this campaign.
The one-of-its-kind launch event, set against the stunning backdrop of the Himalayas, embodied the theme of exploration and discovery. The celebration featured traditional Ladakhi performances that enriched the experience by immersing attendees in the region’s vibrant cultural heritage. Leaders from RBL Bank, IndianOil, and Mastercard elaborated on the card’s vision and inspiration. The grand unveiling of the card, inspired by the symbolic significance of Buddhist prayer wheels, underscored themes of prosperity and new beginnings.
This spectacular product launch serves as a reminder of how the card is always ready to fuel your next journey with significant cashbacks and benefits, turning each ride into an adventure. The #FurtherAndBeyond campaign reflects the bank’s dedication to unveiling new travel possibilities and rewards. This initiative reaffirms their commitment to innovation, inspiring the spirit of freedom and exploration to chase new horizons.
Mumbai: Viacom18 unveiled its new campaign film for the ongoing two-Test match series against Bangladesh. Titled, ‘The Neighbour’s Plea’, the film cheekily builds on the recent success that Bangladesh saw on their tour to Pakistan as they made history in clean sweeping the Test series against the hosts in their backyard, and uses it to set the tone for the current Test series.
Viacom18’s film takes off from the point where Pakistan is reeling from the after-effects of the loss and now backs India in a bid to see them defeat Bangladesh and avenge them. The dominant mood running across the nation is one of frustration and anger from the defeat of Bangladesh. Shot in ‘talking heads’ style, the film sees different Pakistani fans, Pakistani cricket experts, students, club cricketers, etc. pleading with India to win the ongoing series and unconditionally pledge their support.
Mumbai: Lenskart is launching a quirky new TV campaign to introduce its latest collection, Unbreakables, designed specifically for kids. This innovative range of eyewear is crafted to withstand the rough-and-tumble lifestyle of kids, offering a practical solution for parents worried about frequent damage to their children’s glasses.
The TVC opens with girls playfully pushing a shopping trolley down the stairs. Just as the girl inside the trolley seems about to fall, the frame freezes and she turns to the camera saying, “Ab mera daant tootenge… magar chashma nahi.” The scene cuts to the floor where her glasses land – completely unscathed showcasing not even the most daring stunts – will break these unbreakable frames.
From twisting to bending, these frames are durable enough to survive the daily adventures of childhood, while staying comfortable and lightweight. Available in a variety of playful colours and designs, Unbreakables offer both style and functionality. They are perfect for children who need eyewear that provides superior protection and a long-lasting fit, no matter the situation.
“We believe eyewear should go beyond vision correction to become a statement of confidence and style,” said Lenskart co-founder Ramneek Khurana. Perfect for kids, these frames are not only built to last but also offer stylish designs that cater to every young taste. With the Unbreakables, Lenskart combines function and fashion, delivering eyewear that stands up to life’s adventures while looking great.”
Unbreakables by Hooper is now available across all Lenskart stores in India as well as online via the Lenskart website.
Mumbai: Motorola, a global leader in mobile technology and innovation, has unveiled its groundbreaking marketing initiative, the #FlipTheFOMO campaign, showcasing the iconic flip phone Motorola Razr 50. This captivating campaign is aimed to transform Gen Z’s “Fear Of Missing Out” (FOMO) into moments of creativity and empowerment, perfectly embodying Motorola’s dedication to pushing the limits of design and technology.
Conceptualised and executed by Barcode Entertainment, the #FlipTheFOMO campaign leverages social media to captivate a broad audience, with Instagram at the campaign’s core. Over 400 creators have embraced the trend, showcasing the Razr 50’s unique features through dynamic transitions set to an original music track, amplifying the phone’s launch across India. The campaign also includes a user-generated content contest, encouraging fans to share their FOMO-flipping moments for a chance to win a Razr 50, boosting engagement and excitement.
The Motorola Razr 50 boasts cutting-edge features designed to enhance both style and functionality. It includes a massive 3.6-inch external display, allowing users to interact seamlessly with notifications, apps, and camera controls. This is the segment’s largest external display which is multi-functional with support of almost all apps, including only flip phones with the Gemini AI App on an external display. Its iconic flip design, crafted with a combination of vegan leather and Gorilla Glass, not only offers sleek, ultra-pocketable, compact portability but also ensures durability with IPX8 underwater protection. These features make the Motorola Razr 50 stand out, elevating everyday experiences with practicality and elegance.
Speaking on the campaign’s success, Motorola head of marketing APAC Shivam Ranjan said “At Motorola, pushing the boundaries of innovation is at the core of our brand—whether it’s through groundbreaking design, advanced technology, or modern marketing strategies. Our latest flagship, the motorola razr 50, is a testament to this commitment, showcased through our dynamic #FlipTheFOMO campaign. This campaign not only highlights the razr 50’s cutting-edge features but also integrates contemporary social media trends to connect with Gen Z. We are pleased to partner with Barcode Entertainment on this campaign, which leverages vibrant visuals and creative content to captivate our audience. The positive feedback to the campaign has been rewarding, and we’re enthusiastic about applying more distinctive marketing tactics to advance our brand’s reach.”
“Partnering with Motorola on the razr 50 launch has been an exciting journey,” said Barcode Entertainment creative director Sapna Sanil. “Our aim was to create a content marketing campaign that not only highlights Motorola razr 50’’s impressive features but also resonates deeply with Gen Z’s lifestyle and aspirations. #FlipTheFOMO is more than a campaign—it’s a movement that turns everyday challenges into opportunities, reflecting the essence of both Motorola and Barcode Entertainment.”
The #FlipTheFOMO campaign, tailored for Gen Z, combines bold visuals, dynamic transitions, and vibrant colours to capture their energy and style. Showcasing a 3D model of the Motorola Razr 50, the campaign highlights its innovative design and versatile shooting modes, encouraging users to explore new content creation possibilities. By merging cutting-edge technology with a bold cultural narrative, the campaign reinforces Motorola’s commitment to innovation and individuality, inspiring Gen Z to turn FOMO into opportunities. Motorola razr50 is launched on amazon at just Rs 49,999 or Rs 2,778/month and will be available for sale starting 20 September.
