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Category: Ad Campaigns

  • Summer Olympics in Paris heats up mobile advertising opportunities

    Summer Olympics in Paris heats up mobile advertising opportunities

    Mumbai: A global stage beckons later this month with the 2024 Summer Olympics in Paris. Transcending mere sports, the Summer Olympics aren’t just about athletics; they’re a prime time for apps to flex their marketing muscles. With a global audience of 3.05 billion during the last Olympics, the multi-sporting event in Paris this year is anticipated to exceed that number, offering an unparalleled opportunity for mobile apps to expand their reach and engage with a vast audience worldwide; presenting a golden opportunity for brands to enhance their visibility and foster stronger consumer connections during peak audience engagement.

    Leveraging Mobile OEM Advertising: Racing for Olympic Gold

    Brands in India have a golden opportunity to leverage mobile OEM (Original Equipment Manufacturer) advertising, with players such as Xiaomi, Huawei, OPPO, Vivo, OnePlus, Realme, and Transsion. Connecting with the passionate sports enthusiast demographic, brands can drive user acquisition through targeted app promotions or branding campaigns during the event. Likewise, mobile developers can adopt an open mindset to look beyond traditional advertising methods and reach an updated audience through mobile OEMs and their “alternative” app stores. 

    Mobile Consumption: A Driving Force in Sports Engagement

    Tokyo 2020 was the most digitally watched Olympics in history with a 74 per cent increase in digital viewers and a 139 per cent rise in video viewers compared with Rio 2016. It also attracted almost 200 million unique users to its official website and app.

    Illustrating high mobile consumption in other sports, in India, 32 million people used the JioCinema app to watch the FIFA World Cup 2022 final between Argentina and France. In total, over 110 million viewers watched the event digitally, surpassing television viewership for the first time. This milestone made India one of the top digital viewership markets globally for the FIFA World Cup.

    The Indian Premier League in 2023 stood out as well. Approximately 70 per cent of viewers were actively engaged with their smartphones, from checking match updates to ordering food. Particularly noteworthy was the surge in app downloads for food delivery (63 per cent) and e-commerce apps (54 per cent) during the IPL. This underscores the strong connection between sports enthusiasts and mobile apps for targeted advertising.

    With 1 in 5 global sports fans using mobile apps to follow sports, the 2024 Summer Olympics offers advertisers a massive opportunity to connect with a highly engaged audience. In SEA, many broadcasters have offered the current European Championships as part of a paid package, with mobile-only packages costing significantly less than TV packages. As such, this has encouraged many viewers to opt for the cheaper mobile-only packages, which is sure to significantly increase mobile and digital viewership of the tournament.

    The same mobile-centric consumption of the Olympic Games – from live streaming to news and other media – is expected in the EU, SEA, India, and beyond. This widespread mobile access creates a massive and engaged audience for advertisers. Similar to how brands leveraged specialists in Mobile OEM advertising for targeted ad placement during Champions League football matches on Prime Video, advertisers can utilize similar strategies to connect with viewers during the Olympics.

    Mobile OEMs Deepen Ties with Sports

    Strategic sponsorships by mobile OEMs like Samsung for the Olympics, Vivo for the FIFA World Cup 2022 in addition to the IPL from 2016 to 2021 and Euro 2024,  and OPPO for the Cricket World Cup (2016-2019), UEFA Champions League (2022 -2024), and Wimbledon (2022 & 2023) solidify the connection between sports and mobile. This benefits everyone – mobile OEMs gain exposure, marketers reach captivated audiences, and app developers utilize prominent placements.

    For instance, Vivo’s popularity increased as the Official Smartphone Sponsor of the 2022 FIFA World Cup – and in Q1 of 2024, it became the leading smartphone brand in India, capturing a 19 per cent market share. In terms of integrations, during the ongoing Euro 2024, OEMs like Xiaomi and Oppo are offering real-time customization options with themes tailored to fans’ favorite football teams, enriching the immersive experience for users

    With the numerous options mobile OEMs provide, advertisers can employ diverse strategies for enhanced effectiveness. Full-screen videos, splash ads, and appographic marketing in display ads offer personalized campaigns. Dynamic Preloads utilise mobile OEMs’ app recommendations for effective user acquisition. Leveraging Private Marketplace (PMP) deals and Dynamic Preloads during key sports events provides additional acquisition channels without excessive costs.

    Reach Millions of Engaged Fans with Mobile OEM Advertising

    Brands must partner with new-age global app growth marketing companies specializing in mobile OEM advertising to leverage their expertise in Mobile OEM advertising and achieve a targeted app promotion strategy that scores big during major sporting events like the 2024 Summer Olympics. With access to over 1.5 billion daily active users and exclusive partnerships with mobile OEM inventories such as Xiaomi, Huawei, Oppo, Vivo, OnePlus, Realme, and Transsion, some leading players offer unparalleled opportunities for targeted user acquisition.

    This article has been authored by AVOW co-founder and CRO Ashwin Shekhar,

  • Cheil X launches the ‘Value for Money’ campaign for MG Hector

    Cheil X launches the ‘Value for Money’ campaign for MG Hector

    Mumbai: Cheil X has launched a communication campaign to showcase the MG Hector’s low cost of maintenance and great resale value. The bedrock of the campaign are the two films which convey the message that MG Hector delivers the most bang for the buck in its category.

    MG Hector is the flagship car from the house of JSW MG Motor India. Launched in India in 2019, it disrupted the market with its first-in-class technology offering, under the positioning “It’s a human thing.” The first connected car that came loaded with several unthinkable tech features and took the whole segment by surprise. A car that established a new benchmark in the mid-sized SUV segment.

    “The MG Hector, India’s first internet SUV, has become one of the most sought-after SUVs among Indian car buyers, as it seamlessly combines luxury, efficiency, and a bold, robust design with advanced tech features. We are excited to bring value for money campaign to life with our partner, Cheil X. This campaign aims to highlight the MG Hector’s standout offerings, such as its low TCO (Total Cost of Ownership), high resale value, and exceptional quality. Our focus is to showcase how the MG Hector delivers an unparalleled driving experience, meeting the diverse needs of our customers while offering great value.” – JSW MG Motor India head of marketing Udit Malhotra.

    The face of the campaign is a couple of films that use humor to drive home the point that MG Hector is a genuine value for money car. Both films use slice of the life, relatable situations to convey the message. The first film, through a banter between two neighbors, highlights how Hector comes with a low maintenance cost of just Rs 500 per month, which is 10-20 per cent lesser than a hatchback (As per NielsonIQ cost of ownership survey – Dec’23). The second film is a conversation between 2 friends, and shows how Hector has an incredible resale value of up to 74 per cent after three years (as per Droom study 2024). The films are part of a communication mix that also includes print, digital and social media campaigns.

    Cheil X national creative director Amit Nandwani said, “While MG Hector is loved by its owners and admired by all, not many know that Hector has an unbelievably low maintenance cost and the highest resale value in its segment. We wanted these messages to be a pleasant revelation for our target audience, a delightful discovery. Our films convey the Hector value for money story in a light-hearted, yet relatable manner. The films depict a slice-of-life banter between a Hector owner and a friend. A tinge of humour and brilliant acting make the situations come alive.”

    Cheil X chief growth officer Neeraj Bassi added, “We have dialled up the humour to home in the point that we (Indians) are value seekers and this insight has turbocharged the narrative of these films. The campaign puts it into words what we already know that we can’t pass up a product that is value for money”.

  • #WearYourWins: CaratLane’s new campaign rewards every achievement

    #WearYourWins: CaratLane’s new campaign rewards every achievement

    Mumbai: CaratLane has launched a heartfelt cultural movement with its campaign #WearYourWins. The latest campaign from CaratLane aims to empower women by encouraging them to reward every win – big or small, professional or personal. Often, women work tirelessly for these wins but may hesitate to acknowledge them. CaratLane believes that regular recognition of these accomplishments will not only boost confidence but also inspire women to achieve higher goals. Through this campaign, CaratLane seeks to raise awareness and encourage women to own and reward themselves for their wins.

    The campaign features content creator and designer Nancy Tyagi who made headlines by walking the red carpet at the Cannes Film Festival wearing an elaborate, self-stitched gown and stunning CaratLane jewellery. The brand also launched its first collection ‘PEAK’ to epitomise this campaign. The ‘PEAK’ collection was crafted to reward each step of the wearer’s journey to success. The collection features a unique (first of its kind) mountain-inspired ‘Everest Cut’ as a testament to the wearer’s journey trials and wins, shaping each stone into a symbol of success.

    Talking about the launch, CaratLane VP of marketing Jennifer Pandya said: “Enabling our customers to express themselves is our brand’s purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins, whether personal or professional. According to a study* we did with Quantum only 3 out of 10 women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.”

    It has been conceptualised and conceived by BBH India. BBH India chief creative officer Parikshit Bhattaccharya stated, “Research has confirmed some disheartening facts. Women discount their own effort; they don’t acknowledge their own achievements, and they don’t celebrate their own wins enough. CaratLane is a trailblazing brand in the way it conducts its business and in what it enables through its many innovations. It is only fitting that it is the first jewellery brand to inspire women to celebrate their victories through Wear Your Wins. The initiative comprises a film, social interventions, and many more executions to inspire women to adorn their wins with jewellery – like dazzling tattoos as reminders of wins that are important to them,”

    CaratLane’s #WearYourWins campaign has added another dimension to self-expression, seamlessly blending acknowledging achievements and rewarding oneself for their wins.

    *Based on an external study by Quantum: 28-45 years old, NCCS A, female category buyers only.

     

  • FinEdge unveils #SheInvestsBest campaign

    FinEdge unveils #SheInvestsBest campaign

    Mumbai: FinEdge has announced the launch of its groundbreaking campaign, #SheInvestsBest, aimed at creating awareness and fostering financial empowerment among women investors.

    FinEdge recognises the growing segment of women investors as more women join the workforce and seek to manage their investments independently. The #SheInvestsBest campaign is designed to address key considerations:

    ●    Gender parity: Traditionally, men have been the primary decision-makers in households. With more women earning an independent income, they now seek greater autonomy in personal financial decisions.

    ●    Social fabric: The changing social dynamics in India, with more women being single or marrying later, necessitate that women secure their financial future with their own resources.

    ●    Access to expertise: An investment expert acts as a coach, guiding investors through uncertainty. For women, aligning with experts who prioritize client interests is crucial.

    A recent study by FinEdge highlights that-

    ●    Women set significantly higher individual goals for retirement, with an average goal size of ₹5.9 crores compared to men’s ₹3.48 crores.

    ●    Women also set larger individual goals for child education, with an average goal size of ₹0.58 crores compared to men’s ₹0.44 crores.

    ●    The average investment size of women investors is ₹4,69,953, while the average investment size of male investors is ₹4,07,663.

    ●    67 per cent of women have stayed invested for three years or more.

    ●    The percentage of women investors has increased from 25.68 per cent in 2020 to 46.15 per cent in 2024, demonstrating a significant narrowing of the gender gap in investment.

    These insights highlight the strong participation, strategic financial planning, and resilience of women investors at FinEdge, emphasizing their focus on long-term goals, higher investment amounts, and early investment habits.

    Speaking on the announcement of the campaign, FinEdge CEO Harsh Gahlaut said, “We believe that empowering women with financial knowledge and resources is crucial for building a more inclusive and resilient investment landscape. The #SheInvestsBest campaign is a significant step towards achieving gender parity in financial decision-making and helping women secure their financial futures independently”.

    The #SheInvestsBest campaign aims to bridge the awareness gap among women investors, helping them achieve their financial goals. This campaign targets thousands of women yet to embark on their investment journey towards financial independence. FinEdge’s ‘Dreams into Action’ (DiA) platform is an ideal tool for women investors, offering collaborative decision-making, customized plans, and promoting the right investment behaviour for goal achievement.

    The campaign also tackles several challenges women face:

    1.    Lack of financial literacy: Provide necessary financial knowledge for informed investment decisions.

    2.    Confidence gap in investing: Boost women’s confidence to invest successfully and independently.

    3.    Time constraints for young professionals: Highlight the importance of prioritizing investment despite busy schedules.

    4.    Lack of customization: Offer tailored investment roadmaps for unique needs and goals.

    5.    Stereotypes and societal norms: Encourage women to actively participate in financial decisions, breaking societal barriers.

    6.    Delay in investing: Stress the importance of early investment decisions to achieve financial goals.

    Addressing the importance of women’s financial independence, Edelweiss Mutual Fund MD & CEO Radhika Gupta stated, “I am pleased to be a part of the #SheInvestsBest campaign by FinEdge. This initiative is a significant step towards empowering women to take control of their financial future with confidence. By providing expert guidance and fostering financial literacy, we can inspire more women to embark on their investment journey, achieve their financial goals, and ultimately, contribute to a more inclusive and diverse financial landscape”.

    Through the #Sheinvestsbest campaign, FinEdge plans to address these challenges by focusing on education through various mediums like write ups in independent online publications, social media campaigns, blog posts and any online modes of reaching out to a larger audience of women investors. The campaign would endeavour to empower women to achieve their financial goals and create a larger set of informed and confident female investors.

  • Magicrete launches tile adhesive ad campaign

    Magicrete launches tile adhesive ad campaign

    Mumbai: Magicrete, producers of AAC blocks, construction chemicals, and precast construction solutions has announced the launch of its latest ad campaign for its tile adhesive product range. This campaign, featuring actor Sumeet Vyas, highlights the advantages of using tile adhesive over traditional cement-based methods for tile installation. The ad showcases the superior strength, durability, and ease of use that Magicrete’s tile adhesive offers, ensuring a flawless and long-lasting finish.

    The advertisement video is now live on YouTube, Meta, and various OTT platforms.

    The ad campaign demonstrates the common pitfalls of using sand and cement mix for fixing tiles, such as cracking and debonding. The campaign educates consumers on why tile adhesive is a superior choice, emphasising the product’s strength and longevity.

    “In India, many people still rely on traditional methods like sand and cement for tile installation. While these methods have been in use for decades, they come with significant drawbacks, such as weak adhesion and tile breakage. Countries around the world have embraced tile adhesives, leading to widespread adoption and significant market penetration. However, in India, the penetration of tile adhesives remains at a modest 15 per cent, highlighting a substantial opportunity for growth and modernisation in the construction industry. As India advances over development index, homeowners have become more discerning and seek better products for their homes. Our Tile Adhesives meet their evolving needs, offering superior performance and peace of mind,” said Magicrete MD Sourabh Bansal.

    Talking about the concept, Cellar Door Productions director Rishav Rastogi said, “This is the second time we have had the pleasure of working with Magicrete, albeit on a different product range. The tagline ‘Naya Ghar Banta Hai Magicrete se’ resonated perfectly well with the company’s range of Tile Adhesive products. The campaign marks a significant shift in how people perceive home building. It encourages homeowners to move beyond traditional methods of fixing tiles, embracing the superior technology and durability of Magicrete’s products. Sumeet Vyas, with his relatable on-screen presence brings the character to life and embodies the trust that we wanted to convey. The two ad campaigns are set to revolutionise the way people think about tile installation.”

    Magicrete has been at the forefront of modern construction technology in India for the past decade, contributing significantly to the ‘Housing for All’ initiative through its innovative yet affordable construction solutions. The company is spearheaded by a team comprising graduates from prestigious institutes such as IIT Kharagpur, IIT Delhi, and IIM Lucknow and is backed by notable investors including Motilal Oswal Private Equity and India SME.

  • Canva unveils ‘Dil Se, Design Tak’ campaign in India

    Canva unveils ‘Dil Se, Design Tak’ campaign in India

    Mumbai: Canva has unveiled its inaugural brand marketing campaign ‘Dil Se, Design Tak’ in India. This new campaign comes as the company doubles down on hyperlocal integrated marketing initiatives to reach and educate diverse segments of Indian users.

    India, home to a vibrant creator community, has quickly emerged as Canva’s fifth largest market, experiencing remarkable growth in 2023. Today over 120 Indian creators are now participating in the Canva Creator Program, and India’s Canva for freelancers community has 240,000 members—a testament to the growing demand for visual communication among knowledge workers and freelancers in the country.

    Canva’s latest brand campaign, ‘Dil Se, Design Tak’, highlights the power of using Canva to transform ideas into reality; encouraging individuals from small to large enterprises in India to unleash their creativity at work. Be it collaborating on projects between teams or creating winning pitch decks, Canva has always been at the forefront of making design accessible to everyone, from students and teachers to small business owners and large organisations.

    With the launch of this brand marketing campaign, Canva aims to deepen its connection with Indian users, and enhance top-of-mind awareness of its unique offerings.

    “In today’s world of work, effective visual communication is crucial. At Canva, we’ve seen first-hand how visual communication empowers teams to express ideas clearly, increase collaboration, and supercharge innovation,” said Canva India’s growth and marketing lead for Chandrika Deb. “To demonstrate our commitment and build a truly local brand in India, we launched this campaign to highlight how Canva is leading the charge when it comes to visual communication at work. ‘Dil Se, Design Tak’ reminds us all that there’s a designer in each and every one of us, and our creativity can flourish at work and in everyday life, with Canva.”

    In collaboration with OML Entertainment, the campaign features brand films that convey Canva’s overall brand proposition, integrating product messaging. It adopts an integrated marketing approach, showcasing creatives across TV and digital platforms.

    “So much love has gone into this campaign,” said Only Much Louder SVP and executive creative director Manav Parekh. “Partnering with Canva has been a creatively fulfilling endeavor that allowed us to realize their vision of democratizing design. Through this campaign, we aim to demonstrate how Canva’s intuitive tools can transform everyday moments into creative expressions, seamlessly integrating the power of design into daily communication. With ‘Dil se, design tak,’ our goal is to establish Canva as a brand that deeply resonates with Indian users. We’re here to recognize and nurture the creativity in everyone, positioning Canva not just as a tool, but as your new best friend for self-expression and innovation at work and in life.”

  • Manforce Condoms launches #ManforceHaiTohPossibleHai campaign

    Manforce Condoms launches #ManforceHaiTohPossibleHai campaign

    Mumbai: Manforce Condoms, a condom brand under Mankind Pharma, has launched a new digital campaign, #ManforceHaiTohPossibleHai, on the occasion of World Population Day. This campaign aligns with the brand’s mission to raise awareness about the growing population, blending humour into its message.

    The campaign humorously addresses population issues, creating excitement and engagement without directly showcasing the product. The central message reinforces the brand’s goal of making the word “Condom” synonymous with “Manforce”.

    The campaign is part of Manforce Condoms’ year-long property, #CondomNahiManforceBolo. With the Indian population estimated to have reached 1.44 billion as per the news reports, the brand encourages people to use condoms to control the population. The video captures the banter between the kidnapper and a couple where a middle-aged couple has been taken hostage and the kidnapper threatens them to sign the agreement to save their children.  

    The video takes a hilarious turn where the kidnapper becomes frustrated upon discovering the long chain of children belonging to the couple. Understanding that the couple has no intention to stop, he urges them to use Manforce Condoms to indulge in safe sex. Through the campaign, the brand iterates the importance of using condoms to indulge in safe sex and avoid unwanted pregnancy while not compromising on the elevated intimacy during lovemaking session.  

    Speaking on the occasion, Mankind Pharma AVP, sales and marketing Joy Chatterjee said, “As Manforce Condoms has always been at the forefront of spreading awareness around sensitive issues, we came up with the campaign to amplify our reach and messaging by leveraging the occasion of World Population Day. To ensure the campaign is well received by the audience, we took a light-hearted route to building a better connection with them. Fulfilling our duties as a responsible brand, we urge the audience to pledge and contribute to the mission of controlling the population by making informed decisions.”

     

     

  • Hitchki X Naagin Sauce unveil their ‘Uff Uff Mirchi Wings Challenge’

    Hitchki X Naagin Sauce unveil their ‘Uff Uff Mirchi Wings Challenge’

    Mumbai – Hitchki is thrilled to announce its exciting collaboration with Naagin Sauce. From 15 July to 30 July, all Hitchki outlets in India will host the ‘Uff Uff Mirchi Wings Challenge.’ This unique partnership aims to take your taste buds on a thrilling adventure with a specially curated menu that celebrates the love for fiery and flavorful chicken wings.

    The ‘Uff Uff Mirchi Wings Challenge’ invites all spice enthusiasts to join and test their courage against the spiciest chicken wings. The challenge will showcase a variety of hot wings, each more tempting than the last, all prepared with Naagin’s special sauces. Participants who successfully finish the chicken wings challenge within the time limit will triumph and secure a place on the leaderboard, along with exciting rewards from Hitchki and Naagin Sauce. At the end of the 15-day contest, the participant with the fastest completion time will be crowned the ultimate winner and receive an exciting prize.

    Expressing his excitement on the collaboration, Hitchki head chef Ajay Thakur said, “We are thrilled to partner with Naagin Sauce for the ‘Uff Uff Mirchi Wings Challenge.’ This collaboration will allow us to showcase the vibrant and bold flavors of Indian chillies through our specially curated chicken wings menu. Our mirchi wings promise an exhilarating flavor journey, combining intense spices with creative culinary techniques to deliver a dining experience that our guests won’t forget. We invite everyone to indulge in this fiery fiesta and discover the unique burst of flavors that Hitchki has to offer.”

    The special menu features five uniquely crafted chicken wings dishes, each highlighting a different aspect of Indian spice. The ‘Naagin Meri Priyatama’ offers chicken wings marinated in Karnataka’s Byadgi chilli and a 65 Masala spice blend, lightly batter-fried and pitched in Naagin’s The 65 Hot Sauce, with a mild heat level of 3/10. Also, a fun fact, the oil extracted from Byadgi chillies are used in the preparation of nail polish and lipstick! Next, the ‘Thumkeshwari’ brings an aromatic spice blend with Sankeshwari chillies, featuring Kentucky-style breaded chicken wings pitched in Naagin’s Original Sauce, with a moderate heat level of 4/10. Try this dish if you can as Sankeshwari chilli are also known as Kolhapuri Lavangi Mirchi!

    For those who crave a bit more heat, the ‘Kanta Laga’ presents black peppered chicken wings tossed in Naagin’s blend of Kantha Bomb Sauce, offering a spiciness level of 6/10. Dare to try ‘Bhoot Bhulaiyaa’ with Bhut Jolokia in Smoky Bhoot Sauce with a heat level of 8/10, certified as the world’s hottest pepper. Finally, for the ultimate spice lovers, ‘Mai Nagin … Nagin’ dares you to indulge in ghostly-crazy-fiery-spicy chicken wings made with a limited-edition hot sauce created exclusively for Hitchki in collaboration with Naagin. This dish boasts a scorching heat level of 10/10, as the Hitchki X Naagin Sauce is mercilessly hotter than Bhut Jolokia chili, which is known to be 170 times spicier than Tabasco Sauce.

    Commenting on the association, Naagin co-founder Arjun Rastogi said, “We are incredibly excited to partner with Hitchki to celebrate Chicken Wings! Our sauces are crafted with a deep respect for Indian chillies and flavors, and this collaboration allows us to showcase their versatility and intensity in a fun and engaging way. The ‘Uff Uff Mirchi Wings Challenge’ is set to be an unforgettable experience for all spice lovers.”

  • ITC Nimyle launches ‘Shuddh Shuruat’

    ITC Nimyle launches ‘Shuddh Shuruat’

    Mumbai: Nimyle – ITC’s leading floor cleaner brand, has launched a unique endeavour this Rath Yatra called “Nimyle Shuddh Shuruat” – an initiative to cleanse the entire path of the Rath Yatra with Neem based Nimyle.

    Taking inspiration from the symbolic ritual of “Chhera Pahanra” that marks the start of the yatra, ITC Nimyle’s Shuddh Shuruat is the first collective cleaning and purification of the path of the Rath. The initiative celebrates the cultural relevance of neem for purification by using neem-based Nimyle for the cleansing.

    The revered Rath Yatra holds immense cultural and spiritual value as it reinforces the spirit of shared devotion. The celebratory procession at the event began with a grand showcase of Odisha’s rich culture of performing arts. Gotipua, a traditional dance form associated with the temples of Odisha, was performed at the event to inaugurate the procession. Medha Nacha, the beautiful tribal dance to the beats of the dhol energised the spirited cleaning for all present. Oriya actors Poonam Mishra and Sivani Sangita graced the public gathering and participated in the collective cleaning of the path of the Rath with ITC Nimyle.

    ITC Ltd divisional chief executive, personal care products business Sameer Satpathy expressed, “We are proud to be a part of the revered Rath Yatra, which has immense cultural and religious significance in India. ITC Nimyle, crafted with the power of neem, endeavoured to purify the revered path of the rath through the unique Shuddh Shuruat initiative, which celebrates the spirit of collective cleaning.”

    Mishra commented on her experience at the Rath Yatra with ITC Nimyle, “The tradition of the Jagannath Rath Yatra is deep rooted in India. It gives us all an opportunity to bow together before the supreme power. I am proud to have been a part of this unique collective cleaning of the path of the Rath. The Shuddh Shuruat campaign by ITC Nimyle aligns with the beginning of the state’s most auspicious celebrations.”

    Sangita added, “ITC Nimyle’s Shuddh Shuruat is a unique initiative that has encouraged collective cleaning of the path of the Rath, and is testament to our profound beliefs in culture and tradition. ITC Nimyle crafted with Neem reiterates purity in the cleaning of the path of Rath in a unique beginning.”

  • Lava partners with Gautam Gambhir to launch Blaze X

    Lava partners with Gautam Gambhir to launch Blaze X

    Mumbai: Lava International Ltd, an Indian mobile handset and technology solutions company, has released a digital film starring cricketer Gautam Gambhir for the launch of its new smartphone Blaze X. The film conceptualised and created by 82.5, an Ogilvy company is laced with humour creating excitement amongst the audiences for the new phone designed and manufactured in India. The campaign #BlazekaCraze aims to celebrate and connect with the fans of Lava Blaze, a series featuring prominent hits like Lava Blaze Curve, Lava Blaze Pro 5G, Lava Blaze 2 5G and Blaze 5G.

    The campaign introduces Lava Blaze X, a disruptive new model that offers numerous high-end features at a very affordable price point. The campaign leverages this value proposition and takes a creative leap where people- feeling betrayed by their currently owned phones when compared to Blaze X resort to violently breaking them.

    Gautam Gambhir comes across as a very apt choice for the campaign as he is known for his aggressive demeanor and an upfront on-field persona. It perfectly symbolizes what Blaze X stands for – the undisputed champion of its segment.

    The film unfolds in two parts – the first segment introduces Gambhir in an unusual temperament creating inquisitiveness amongst the viewers. The second segment reveals the features of the new Lava Blaze X which is brand’s latest offering to the Blaze fans.

    Commenting on the launch, Lava International Ltd marketing head Puravansh Maitreya said, “The thought behind the campaign ‘Blaze ka Craze’ was to connect with the young audience of Blaze series and introduce a product that is powerful, great looking and a true value for money. The film rightly captures the excitement amongst the fans for the new Blaze X. I am grateful to Gautam for his support to Lava and the fans of Blaze series.”

    Commenting on the campaign president – North & East, Chandana Agarwal said, “Lava is all set to change expectations from a phone, Blaze X is a perfect demonstration of this ambition, Gautam Gambhir, an epitome of discipline and prescriptive behavior is used bring alive the impact of this craze.”

    82.5 communication chief creative officer Anuraag Khandelwal said, “It was a perfect collaboratives effort between the client and us to create something clutter breaking for a fantastic product like the Lava Blaze X. We wanted to do something that’ll create conversations and buzz on social, so we went crazy, the passionate people at Lava backed it and Blaze ka Craze cha Gaya!”