ITV

Category: Ad Campaigns

  • Maharishi Ayurveda launches its new campaign #RightYourWrongs

    Maharishi Ayurveda launches its new campaign #RightYourWrongs

    Mumbai: Maharishi Ayurveda has announced the launch of its new campaign, #RightYourWrongs, featuring actress Kalki Koechlin. Known for her off-beat and intense performances, Kalki will be seen donning the hat of a standup comic for the first time in a series of three video commercials that will be launched digitally.

    The campaign uses humour to connect with Gen-Z audiences consuming video content across Instagram and YouTube. Ayurveda, the centuries-old Vedic science, is making a comeback. Globally, health experts and influencers are leaning on Ayurveda for holistic and root cause-based solutions. The brand Maharishi Ayurveda has been combining the power of authentic Ayurveda with modern science for over four decades to promote holistic health.

    A leader in markets across Europe, North America and the Middle East, the brand is now looking to make young Indians aware of the true power of Ayurveda through its marketing campaigns. The #RightYourWrongs campaign is a step in that direction with the focus on oral health, which in Ayurveda is considered the gateway to overall health. The campaign has been timed around the upcoming festive season in India.

    Through the three DVCs, Kalki will unearth a concept not known to many – saliva imbalance – that is often at the root of most dental problems, including tooth decay, gum disease, and bad breath, sensitivity, and if neglected can lead to other systemic health problems over time.

    The DVCs will also offer a solution to the problems in the form of Ayurdent toothpaste, an innovative new formula crafted with 20 potent Ayurvedic herbs designed to cleanse, purify, and stimulate healthy saliva production.

    Speaking on her association with the campaign, Kalki Koechlin said, “I had a lot of fun working on the Maharishi Ayurveda #RightYourWrongs campaign. There were a few reasons why I just had to do it. The first one was the premise itself. To talk about something as common and ‘non discussion worthy’ as saliva was both bizarre and intriguing. Also, I had never played a stand-up comic – neither in films, nor for any OTT shows. So, this was new to me. But most importantly, Ayurveda and nature-based lifestyle has been a transformative journey for me, and I believe it has the power to positively impact and heal us.”

    “The whole world is waking up to Ayurveda, albeit a bit late. But unfortunately, for many young Indians, Ayurveda is ‘not cool’. As a brand, Maharishi Ayurveda is committed to delivering the authentic Ayurveda experience to people all over the world. We are striving to establish a comprehensive healthcare system for a healthier society and world, even relevant for the modern-day lifestyle. Which starts with being discovered by many more consumers,” said Maharishi Ayurveda global D2C business & marketing head Rajat Wahi.

    “We’re looking at being far more aggressive with our marketing efforts and connecting with the younger audiences. Kalki is always brilliant, and her comic timing is immaculate. For us, the combination of Kalki and Comedy was a sure shot at our TG seeking us, versus us knocking at their screens with traditional conversations,” he added.

    The DVCs have been created by Soumitra Karnik, an independent creative consultant. 
     

  • BGauss launches a new digital campaign

    BGauss launches a new digital campaign

    Mumbai: BGauss Electric Scooters, Electric Vehicle (EV) category has launched its latest digital film on the launch of BGauss RUV 350. BGauss has introduced a new category of two-wheeler EVs – RUV and the film’s core message is to highlight its features.

    The entire campaign has been conceptualized and executed by Admatazz, a Mumbai-based digital agency that uses creative, media, and technology to solve marketing problems. Admatazz has worked in sync with the team at BGauss, understood the requirement and coined the term RUV, which stands for Rider-UV. The brand aims to create an entirely new category in the EV two-wheeler sector with this launch.

    The BGauss RUV 350 is the latest electric scooter from the manufacturer, and it comes with a unique design and a bunch of features. It comes in 3 variants: 350i EX, 350 EX and the 350 Max. The RUV 350 comes at a price starting from Rs 1,09,999 (ex-showroom).

    The film also emphasises on the outstanding features of the scooter like the 16-inch big alloy wheels, a full metal body, an in-wheel hyperdrive motor etc., while also focusing on the fact that it’s an entirely new category in the sector. The film has been directed by ace ad film director Srikanth Kandala.

    Priyanka Kabra from BGauss said, “The BGauss RUV 350 represents our continued commitment to redefining urban transportation. Admatazz has once again captured the essence of our brand with this campaign, highlighting the unique features of our new category of EVs. We are thrilled with the collaboration and the excitement it’s generating on digital media.”

    Speaking on the new campaign Admatazz founder and chief strategist Yash Chandiramani said, “The latest work for BGauss is one of the most exciting campaigns we have executed in recent times. Apart from being a new category in bikes, the RUV 350 is a unique urban transportation option. The intention was to capture the essence in the film while highlighting its distinct features and telling a story that would connect with today’s commuters. We are pleased with the outcome and its impact.”

  • Dove launches major OOH campaign showcasing 10-in-1 deep repair hair mask

    Dove launches major OOH campaign showcasing 10-in-1 deep repair hair mask

    Mumbai: Over the years, beauty and personal care brand – Dove has firmly established itself as a trusted brand and as an expert in hair care solutions. Known for its nourishing formulas tailored to restore damaged hair, Dove has launched its biggest OOH campaign for its new 10-in-1 Deep Repair Treatment Mask. The campaign, titled “Pause, Reverse, and Play,” marks a significant milestone in Dove’s commitment to innovation and customer engagement.

    This expansive campaign will cover over 4000 key touchpoints across India, strategically placed in high-traffic areas such as malls, highways, residential neighbourhoods, metro stations, and pivotal locations in 12 cities: Bangalore, Delhi, Faridabad, Ghaziabad, Gurgaon, Kolkata, Hyderabad, Mumbai, Navi Mumbai, Noida, Pune, and Thane.

    Featuring multiple immersive digital displays (enhanced visual experiences), this campaign is one of the biggest OOH campaigns by the brand. The visually appealing screens will bring Dove’s message to life, providing an interactive and memorable immersive experience just as we hit the festive season.

    “OOH is a crucial medium to impactfully reinforce Dove’s expertise in hair care,” said HUL vice president hair care Sairam Subramanian. “This being one of our biggest OOH campaigns to date, we have strategically positioned our assets in key locations across cities and in different formats. This campaign celebrates the journey of beautiful hair without any worry of hair damage with Dove’s new 10 in 1 Deep Repair Treatment Hair mask”.

    The campaign highlights Dove’s 10-in-1 Deep Repair Treatment Hair Mask, known for its ability to reverse up to three years of damage*. Timed perfectly for the festive season, it encourages consumers to integrate the hair mask into their weekly routine to “hit reverse” on damage and “Press Play” with revitalized, healthy hair, fostering renewed confidence.

    * Basis lab test in a controlled environment on protein-damaged hair after five washes*

  • Blue Tribe unveils its latest ad campaign

    Blue Tribe unveils its latest ad campaign

    Mumbai: Blue Tribe, a plant-based food innovation brand, has launched a new ad campaign featuring Anushka Sharma and Virat Kohli. The couple, known for their commitment to sustainability, represents Blue Tribe’s goal of mainstreaming plant-based eating.

    The campaign promotes the benefits of plant-based options, focusing on the brand’s latest product — no maida Soya Chaap. Made from soy flour and wheat flour, this ready-to-eat product offers a protein source that can be used in various Indian dishes like curries, biryanis, and kebabs. After six months of trials, Blue Tribe has introduced flavors such as achari, tandoori, and afghani, which are precooked and can be quickly heated in a microwave.

    The ad highlights Blue Tribe’s dedication to offering tasty, nutritious, and eco-friendly plant-based alternatives.

    Speaking about the campaign, Virat Kohli shared, “We are thrilled to present this plant-based food innovation that helps bring a crowd favourite like soya chaap in a high protein, hygienic form that is also affordable and convenient.”

    Anushka Sharma added, “We are happy to see Blue Tribe begin this new chapter where they have come up with tasty and familiar plant-based products like soya chaap with better nutritional profiles and in affordable and convenient packs.”

    Blue Tribe founder Sandeep Singh said, “We are thrilled to launch Soya Chaap, we have already started getting positive response to these products which underscores the market’s need for a trustworthy and hygienic alternative.”

    The campaign has been rolled out across multiple platforms, including YouTube ads and social media, on 27 August, 2024.

    With this campaign, Blue Tribe aims to reach a wider audience and reinforce its position as a leader in the plant-based food industry.

  • Digit Insurance’s “That’s It” campaign focuses on easy two-wheeler claims submission

    Digit Insurance’s “That’s It” campaign focuses on easy two-wheeler claims submission

    Mumbai: Go Digit General Insurance Ltd (Digit Insurance), a new-age insurance company, unveiled the second ad with its brand ambassador Virat Kohli for its latest brand campaign “That’s it!”.

    The campaign, through a unique motor claims scenario, focuses on how “doubt” that people feel when it comes to the insurance claims submission process turns into “delight” when they experience Digit Insurance’s seamless and easy process of filing a claim.

    The Digit Insurance ad opens with a humorous and relatable scenario: Virat Kohli, seen in the avatar of an uncle (chachu) along with the young bhatiji (niece) face an unexpected challenge—their beloved bike is vandalised by a mischievous monkey. The once pristine two-wheeler scooter now has a severely damaged seat and multiple scratches on the vehicle. The duo, anticipating a long and tedious insurance claim submission process, exchanged worried glances and decided to call the Digit Insurance Customer Happiness team to file their claim.

    Their concerns, however, are quickly dismissed when they contact Digit Insurance’s customer happiness team. A friendly customer service representative assures them that the claims submission process is remarkably simple, requiring them to simply upload a video of the damage. This unexpected ease transforms the initial doubt and anxiety into surprise and delight, as Kohli and his niece exclaim, “That’s It!” in unison with the customer representative replying “That’s Digit!”.

    As per the press release in FY 2023-24, the company settled 1,200+ 2-wheeler claims due to damage caused by monkeys. Digit saw a 43 per cent increase YoY in the same period, with more than Rs 40 lakh paid for such claims.

    Commenting on the ad campaign, Digit Insurance head of marketing & corporate communications Tanya Marwah said, “Two-wheeler insurance buying is usually an uninvolved choice wherein a lot of thought typically doesn’t go into the kind of insurer you pick. Nervousness or delight is felt when the time comes to file a claim. This ad campaign aimed to showcase how fast and delightful the claims experience is even when it comes to small-ticket claims of two-wheelers. Claims is the ultimate moment of truth for any insurer and Digit’s focus is always focused on customer delight when they experience our claims servicing.”

    Its first ad under the That’s It! campaign went live during the ICC Men’s T20 World Cup in June, reaching an estimate of more than 19 million viewers. The campaign was also showcased in India’s cricket tour of Zimbabwe and the tour of Sri Lanka, reaching an estimate of more than 38 million viewers. The campaign is now being showcased across YouTube, Meta, Hotstar and various other OTT and social media platforms.

  • Motilal Oswal’s campaign stresses the importance of solid investment advice

    Motilal Oswal’s campaign stresses the importance of solid investment advice

     Mumbai: Motilal Oswal Financial Services Ltd (MOFSL) has unveiled its iconic brand campaign called ‘The Man From Motilal Oswal’.  

    The multimedia campaign features a distinguished character who embodies MOFSL’s brand essence and USP of offering research-backed insights and solid relationships. Through engaging dialogues, the character emphasizes the challenges of building wealth, addressing real-life concerns and constraints of investors with reassuring messages such as, “Investment ke liye hum hain na,” and warns people against tips by asserting “I don’t give tips, only solid advice” He rounds up his advice by emphasising on the three R’s of investing — research, research, and research. The 360° multimedia campaign will be  featured across broadcast, print, OOH displays, and digital platforms

    Motilal Oswal Financial Services has also announced the launch of their “Wealthline” number,  9234592345, a dedicated helpline for investors throughout India. “Wealthline” provides to be a one stop shop to get their queries resolved before they begin their investing journeys. This initiative  underscores Motilal Oswal’s commitment to help its clients with complete investment advisory.

    Motilal Oswal Financial Services Ltd group chief marketing officer Sandeep Walunj said, “With this creative campaign, Motilal Oswal aims to drive its differentiation & underline its leadership position. With a combination of originality, perceptive communication, and a distinct vision, The ‘Man from Motilal Oswal’ highlights the criticality of suitable advice before investors start their investment journeys. As a Call to Action, it offers a helpline with requisite advice”

    At MOFSL, we are committed to providing advice that aspire investors towards long-term in potential growth. This campaign touches upon the significant gap in financial literacy, even in urban areas. With  ‘The Man From Motilal Oswal,’ we aim to address these gaps with research-backed insights.” said Motilal Oswal Financial Services Ltd SVP – marketing, wealth management Varun Mundra.

    Motilal Oswal Financial Services also took an innovative leap by overhauling its Instagram presence— removing its bio, display picture, and over 4,000 posts. This activity created a wave of curiosity and discussion amongst the financial industry. The excitement hit the rooftop with an enigmatic social media teaser featuring a silhouette with a dapper hat and cryptic captions. They also shared cryptic audio notes to build intrigue before the campaign launch.

    The sweet spot for the idea and creative inputs – Ramnik Chhabra.

  • NTPC kickstarts campaign for Vigilance Awareness Week 2024

    NTPC kickstarts campaign for Vigilance Awareness Week 2024

    Mumbai: The three-month-long campaign in the run-up to the Vigilance Awareness Week 2024 at NTPC was launched by NTPC’s chief vigilance officer Rashmita Jha at New Delhi on 16 August 2024. Vigilance officers posted across NTPC participated in this programme through video conferencing.

    Speaking on the occasion, Jha appealed all vigilance officers to work on areas outlined by the Central Vigilance Commission for the three-month-long campaign. She asked all the vigilance officers for extensive outreach through various methods such as plays, quizzes, informative videos, audios, jingles, and vendor meetings. She also encouraged exploring innovative approaches to enhance vigilance awareness during the interaction.

    She also urged the vigilance officers to continuously strengthen the culture of integrity both within the organisation and in the broader community for the nation’s prosperity. All senior officials of corporate vigilance were present on this occasion.

  • Spotify India & Amplified Intelligence partner to measure consumer attention across ads

    Spotify India & Amplified Intelligence partner to measure consumer attention across ads

    Mumbai: Spotify India and Amplified Intelligence, which focuses on accurate attention measurement, have shared findings from their research that determines attention benchmarks and norms across the audio streaming platform, and other similar platforms that brands lean into, for targeted advertising. The initiative also highlighted the impact of and relationship between mood and attention across all these advertising platforms.

    Key takeaways included:

    . Spotify video increases brand uplift by 50 per cent: With consistently high short-term advertising strength (STAS)1 scores across the board, Spotify creates an appealing environment for advertisers, spanning both audio and video advertising formats.

    . Advertising on Spotify amplifies the impact of social media campaigns: Combining social media with a presence on Spotify significantly enhances overall attention score for the campaign, resulting in an average increase of 28 points compared to campaigns relying solely on social media.

    . Amplified Intelligence quantified the value of Spotify’s advertising offering by capturing contextual location and mood information, and identifying how these were influenced. Providing granular insights into consumer behaviour in one of the largest markets in the world, the research findings support Spotify’s ability to offer brands a proven opportunity for successfully capturing active attention in India.

    Spotify measured a panel of users’ attention via Amplified Intelligence’s attentionTRACE tool, across one month using data from 2,500 people in India capturing more than 7,900 ad views. Video attention was captured by facial recognition software after consent was acquired from the respondents.

    Spotify head of sales – India, Arjun Kolady said: “Most advertisers have been focusing on determining the appropriate metrics for their campaigns. New findings reveal that creativity showcased on platforms with high attention generates greater impact, ultimately leading to improved business results. Our study with Amplified Intelligence has shown the impactful nature of Spotify’s ad formats and has helped to address the lack of research on visual attention in markets such as India.”

    Amplified Intelligence founder and CEO Karen Nelson-Field added, “One of the key challenges facing brands today is effective storytelling and identifying relevant success metrics. This becomes even more challenging with brief engagement times permeating many digital media formats. Our joint efforts with Spotify into measuring attention and identifying how audiences respond to ads proves how the metric is an ally to magnifying effectiveness and provides a canvas for brands to be able to connect to their audience.”

    Short-term advertising strength – Computed as the percentage of purchases among advertising-exposed consumers divided by the percentage of purchases among non-exposed consumers. This figure is multiplied by 100 giving a score where figures larger than 100, suggest a positive effect of the advertising.

  • Crocs launches new campaign celebrating unfiltered self-expression

    Crocs launches new campaign celebrating unfiltered self-expression

    Mumbai: Crocs, a footwear company has launched a playful and exciting new campaign that engages Gen-Z with a captivating blend of wit, creativity, and fashion. Teaming up with iconic filmmaker Karan Johar and the ever-quirky Orhan Awatramani (Orry), Crocs presents a campaign that celebrates unfiltered self-expression, encouraging Gen-Z to boldly showcase their unique personalities and redefine what it means to be truly cool.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Orhan Awatramani (@orry)

    This campaign marks Orry’s debut in the #CrocsSquad, and highlights the power of personalization, showing how anyone can create their unique style with Crocs Jibbitz™ charms. Orry and Karan Johar’s playful interactions showcase the creativity involved in personalizing Crocs, as they work to build a “Crorry”- the ultimate pair of Crocs for Orry, and demonstrate how fashion and fun can coexist for Gen-Z. In this campaign, Orry’s vibrant personality and Karan’s iconic style come together to inspire everyone to express themselves through their personalized Crocs, making each pair their own.    

    Commenting on the new campaign, Yann Le Bozec – marketing vice president of Crocs ROW & Hey Dude International said, “At Crocs, personalisation and unfiltered self-expression are at the heart of what we do. This new campaign celebrates these values by showcasing the versatility of our Jibbitz™ charms, which empower consumers to elevate their unique style. By collaborating with style icon Karan Johar and trendsetter Orry, we aim to inspire consumers to engage with Crocs in a fresh, dynamic way, reaffirming our commitment to authenticity.”

    After captivating the audience with their Holi and Monsoon campaigns, Crocs has once again teamed up with Kulfi Collective to produce this fresh and witty campaign for Crocs India.

    Kulfi Collective VP of production Mitali Sharma shared her enthusiasm for the campaign, “We are thrilled to partner with Crocs India on this campaign, featuring the cultural icons Karan Johar and Orry. Their unique synergy and impeccable comedic timing have allowed us to craft a narrative that is both hilarious and engaging. This campaign is designed to resonate deeply with the Gen-Z audience, showcasing Crocs as a fundamental element of their individualistic style.”

    Crocs India invites everyone to join the fun by sharing their unique moments using #WhatsYourCrorry and #OrryMadeUsDoIt. Celebrate your individuality and creativity with Orry, Karan Johar, and Crocs!

  • Annapoorani shines through Zee Tamil’s creative campaign

    Annapoorani shines through Zee Tamil’s creative campaign

    Mumbai: Zee Tamil, a major entertainment channel, is known for its popular fiction and reality shows that receive strong viewer support. The channel has presented several world television premieres, offering a mix of entertainment that has been well-received. In addition, Zee Tamil has organized various activities related to some of their key programs, demonstrating their commitment to making a positive societal impact.

    The channel recently premiered Nilesh Krishna’s epic directorial, Annapoorani. Aired last month on 23 July, the movie garnered a massive viewership, marking a significant turnaround for the movie which previously faced considerable negative criticism. Featuring a stellar ensemble including lady superstar Nayanthara, Jai, Poornima, Karthik Kumar, Sathyaraj, Losliya, and Redin Kingsleym the movie which follows the inspiring story of a young woman – Annapoorani – did not get great reviews.

    Annapoorani follows the titular character’s struggle as she pursues hotel management while facing family pressure for an arranged marriage, encountering various challenges along the way. Despite its engaging narrative and strong performances, the film received significant criticism during its theatrical and OTT releases. To shift the conversation and highlight the film’s culinary theme, Zee Tamil launched the ‘Parthal Pasi Theerum’ campaign ahead of its world television premiere.

    This initiative invited viewers to support a cause by giving a missed call to a dedicated number during the film’s broadcast. For every 10 unique missed calls received, Zee Tamil committed to sponsoring a meal for those in need through a partnership with the NGO Thagam Foundation. The campaign was promoted through press releases and engagement with food bloggers and influencers on social media, generating positive attention for the film. The strategy was well-received and contributed to a strong rating for the premiere. Additionally, Zee Tamil sponsored meals for 5,000 people through their partners.

    Zee Tamil’s initiative with Annapoorani highlights the effectiveness of integrating social causes with entertainment, turning a challenging situation into a meaningful engagement with viewers and presenting the film positively.

    Zee Tamil chief channel officer Ramanagiri Vasan commented on the success of the campaign, stating, “We recognized the inherent potential of Annapoorani and were committed to reintroducing the film in a manner that would resonate with our audience. The Parthal Pasi Theerum campaign was our endeavor to ensure we transform the negative perception around the film into a constructive and meaningful discourse. The tremendous feedback from viewers, along with the strong TRP performance, reflects the success of our campaign. We are proud to have turned the conversation around ‘Annapoorani’ into something that could make a real difference.”

    Director Nilesh Krishna also expressed his gratitude, saying, “During the initial release of Annapoorani, we encountered several unforeseen challenges. However, Zee Tamil’s approach with the Parthal Pasi Theerum campaign was exemplary. Their initiative was instrumental in not only altering the narrative surrounding the film but also fostering a deeper connection between it and the audience and I must commend their effort, which is reflected in the ratings and audience response we’ve got.”

    Zee Tamil’s approach to rebranding Annapoorani demonstrates how strategic marketing and community engagement can shift public perception, turning the film into a positive topic of discussion and reinforcing the channel’s commitment to meaningful entertainment.