ITV

Category: Ad Campaigns

  • Fibe onboards Vikrant Massey as its new brand ambassador

    Fibe onboards Vikrant Massey as its new brand ambassador

    Mumbai: Fibe has roped in actor Vikrant Massey as its brand ambassador. Massey, acclaimed for his blockbuster movie ‘12th Fail’, will be a part of Fibe’s marketing campaigns to highlight the company’s quick and hassle-free application process as well as the ease at which its customers can avail of its services. The strong customer connect of Massey will reinforce Fibe’s familiarity among Gen Z and millennials as a solution that addresses every individual’s needs without any lengthy process or questions regarding usage of the loan.

    The association has commenced with a campaign that wants customers to dismiss the age-old tradition of saying ‘Agli Baar’, addressing the common tendency among middle-class individuals to postpone their aspirations or purchase decisions.

    Conceptualised by VeryBusyPeople Film Production House, the campaign demonstrates Massey as a protagonist and narrator (Sutradhar) to guide the customers through the journey of fulfilling their aspirations through the Fibe app, be it purchasing a dream bike or an online course. Massey further goes on to highlight the benefits of using the Fibe app thereby empowering individuals to make decisions that positively impact their lives.

    Fibe’s founding member and EVP – marketing Sudesh Shetty said, “We are thrilled to welcome Vikrant Massey to the Fibe family. Vikrant’s relatable and authentic persona makes him the perfect fit to represent the brand Fibe. Fibe has remained committed to upgrading the lifestyle of the salaried class while ensuring to encourage responsible buying behaviour. Vikrant’s connect with the younger generation will significantly boost our efforts in engaging with the audiences and empower them with the Fibe app through which they can avail our offerings in an easy manner.”

    Vikrant Massey further expressed his enthusiasm stating, “I am delighted to collaborate with Fibe in its mission of helping people fulfil their dreams with confidence and ease. The brand not only helps underserved individuals avail financial services but also empowers them with financial independence.”

    “The inspiration for this campaign came from the stories of everyday life of the youth who have many dreams and aspirations but avoid making smallest of purchases and push it to ‘Agli Baar’ because of financial constraints. Through ‘NoMoreAgliBaar’ campaign, we want to inspire them to seize the opportunities with the support of Fibe’s financial solutions. Leveraging Massey’s relatable appeal with the youth, we aim to create a powerful connection with Gen Z and millennials while enabling them with easily accessible financial solutions,” added VeryBusyPeople Film Production House founder & director Sudhir Shetty.

    The integrated launch of the campaign will be promoted across various platforms, including digital and social media platforms.

    Fibe’s commitment to enhancing lives extends beyond just traditional loans to offering specialised products that have the potential to impact millions of lives and transform them. Through its ‘Impact loans’ portfolio, the company is offering edtech loans, healthcare loans, insurance premium financing, and more. The company has created a financial ecosystem with various products like salary advance, personal loans, instant cash loans and buy now pay later facilities across health and education. Fibe recently raised $90 million in a series E funding round.

  • Tata Trusts and Chef Sanjeev Kapoor team up for inspiring breast cancer awareness film

    Tata Trusts and Chef Sanjeev Kapoor team up for inspiring breast cancer awareness film

    Mumbai: Tata Trusts have launched a film using a refreshing new insight that links cooking to self-care in an attempt to nudge women to reimagine their priorities and make breast cancer screening a part of their routine. Drawing inspiration from the meticulous care that women put into addressing lumps in the food they prepare, the film encourages women to check their breast for lumps with the same attentiveness and if found, to seek medical attention. Featuring renowned chef and Padma Shri recipient Sanjeev Kapoor, the social awareness film seamlessly transitions from a cooking lesson to a meaningful conversation on embracing self-care and raising awareness on the early detection of breast cancer.

    Through a social experiment, the film takes the audience on an unexpected journey, with ‘gaanths’ (lumps) in special dishes disrupting the cooking experience and serving as a surprising metaphor. It prompts women to understand the need for conducting regular breast self-examinations and checking for any lumps or abnormalities that could potentially be cancerous. By showcasing breast screening as a form of self-care that should come naturally to women, the film inspires and empowers them to take proactive steps for early detection of breast cancer that can save lives.  

    Through the film ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’), the Trusts hope to spark meaningful, important conversations on breast cancer awareness. Discussing the idea behind the campaign, Tata Trusts head of brand and marketing communications Deepshikha Surendran said, “There is a need to promote health consciousness amongst women and when it comes to breast cancer, one can flip the ratio by encouraging the simple act of breast self-examination, potentially saving lives. By building our narrative around women and their love for cooking, we hope to nudge a deep behaviour change. The insight is universal and the creative execution simple and engaging. We do hope that this public health awareness film encourages women across the country to include self-checks and screenings as a regular part of their routines.”

    The film uniquely showcases a social experiment unfolded, inspired by on-ground culinary demonstrations that Tata Trusts organized across several Indian states, which deeply resonated with women across socio-economic segments. These events offered a creative visualization of the central metaphor, using ‘lumps’, a frequent, bothersome part of food preparation, to draw attention to women’s health and breast self-examination.

    Chef Sanjeev Kapoor added, “Cooking for loved ones is an act of care and love – and women often prepare dishes with great attention to detail, particularly to get rid of unwanted lumps. Unfortunately, most women don’t extend such love and care to their own bodies and tend to overlook lumps in their breast. It’s incredibly important to encourage them to embrace self-examinations and check-ups – and it was interesting to shed light on this conversation by bringing two fundamental aspects of life, food and health, together.”

    As one of India’s most eminent chefs and a custodian of India’s culinary landscape, Chef Sanjeev Kapoor with his remarkable ability to reach and engage an audience of women viewers across Indian households, was the natural choice for driving this important message and rallying call to action.

    The film was conceptualized and executed by Basta Films for the Tata Trusts. The producer Mahima Sharma added, “As a breast cancer survivor myself, Gaanth Pe Dhyan allowed me to champion the cause of early detection, which has played a crucial role in my life. The intent of this film is to address the ignorance among women, and the analogy of ‘lumps in food’ hits the bull’s eye. The film communicates that early detection is the first big win in the fight against cancer. It not only raises awareness but also generates feelings of hope, positivity, and strength.”

    This social awareness film can be seen across the Tata Trusts’ social media platforms, including LinkedIn, Instagram, X, Sharechat, and Facebook. ‘Gaanth Pe Dhyan’ is a part of a broader ‘Kaise Ka Cancer’ campaign by the Tata Trusts, to raise awareness, close the care gap, unite voices, and encourage action. The ‘Kaise Ka Cancer’ campaign involved a three-film series exploring the overwhelming questions and emotions that cancer patients and their families experience post-diagnosis. Tata Trusts are committed to reducing the cancer burden in the country by offering compassionate and quality cancer care in India.

  • VML India’s Durex campaign foster safe spaces for gender identity conversations

    VML India’s Durex campaign foster safe spaces for gender identity conversations

    Mumbai: Marketing transformation company, VML, has conceptualized a unique campaign, ‘Rainbow Classrooms’, for Durex. VML’s approach aims to create a safe space for students in India to express their feelings and address gender identity issues that are often overlooked due to the lack of sex education in Indian schools.

    In India, students are often confused when it comes to conversations around gender identity. Home environments may not be welcoming to having open conversations on the topic, and educators do not always possess the necessary awareness or skills to address these subjects with sensitivity.

    VML and Durex worked with students, teachers, school body heads and government officials to create a course specifically focused on educating the educators on having these difficult conversations.

    We wanted to show them that they could be that safe space students were looking for. Those educators who completed our course were given a symbol outside their classroom – a rainbow door. Taking inspiration from the Pride Flag, the painted door serves as a symbol to students that they are entering a safe space where they can express themselves freely without fear of judgement or ridicule.

    VML India group creative director Rohan Kumar said, “The first step to getting students to talk about gender issues was to create a safe space. The next was to create a symbol. Once we identified teachers as the ambassadors for this initiative, everything fell into place quickly post that. The rainbow doors serve as powerful symbols of safety and inclusivity. It’s a privilege for us at VML to collaborate with Durex on this initiative and support educational institutions to promote belonging for all.”

    Reckitt, SOA, director of External Affairs & Partnership, SOA, Ravi Bhatnagar highlighted Reckitt’s commitment, “At Reckitt, we are dedicated to promoting inclusivity and providing continuous support to the communities we serve. The Rainbow Classrooms initiative is a testament to our ongoing efforts to create safe and supportive environments for students, not just during Pride Month but throughout the entire year. By fostering acceptance and understanding, we are empowering the next generation to embrace their identities and contribute to a more inclusive society.”

  • Cheil X launches a new campaign for the MG Comet EV

    Cheil X launches a new campaign for the MG Comet EV

    Mumbai:  Cheil X has launched a new campaign for MG Comet, showcasing it as a street-smart car that adapts to the urban mobility needs of modern cities getting smarter day by day.

    “The MG Comet EV is a car bred for the demands of the city and is loaded with features that liberate you from the shackles of narrow lanes and tricky turns. Besides, it has the ‘Big Inside Compact Outside’ advantage and the tech to navigate the daily surprises. So, in a world where people have grown accustomed to the inconvenience of city driving, MG Comet EV provides a refreshing new perspective on what a delight driving within the city can be,” said JSW MG Motor India head of marketing Udit Malhotra  

    The campaign comprises three slice-of-life films, set within the urban jungle. Each film shows a situation where the city throws an obstacle but Comet is unfazed by each of them and is adept at finding a solve. While the first film highlights the ‘easy to park’ feature in a light-hearted manner, the other two drive home the point that Comet EV is spacious, loaded with tech and easy to manoeuvre on crowded city streets. These films collectively underline the fact that the combination of design, tech, smart space and features in the MG Comet EV makes it the perfect street-smart car.

    Move The Way You Like | MG Comet EV – The Street Smart Car 

    Space For Your World | MG Comet EV – The Street Smart Car 

    Tech It Away | MG Comet EV – The Street Smart Car 

    “The brief was to create a campaign that portrays Comet EV as the perfect city car. We felt that Comet EV, with its easy manoeuvrability, tech features, spacious inside and compact outside design, reflected the spirit of new-age city folks who are always looking at ways to deal with the curveballs of everyday driving. That’s how we arrived at the new positioning encapsulated in the tagline ‘The Street Smart Car.’ The campaign is led by three films that were shot within the environs of the city, with a narrative that seamlessly integrates the features of the car with slice-of-life moments,” said Cheil X national creative director Amit Nandwani

    “The communication around cars is crafted to evoke a sense of awe since it is an aspirational product, but we had to balance it with a dash of light-heartedness since this car is meant to appeal to a younger audience. To achieve this end, we took inspiration from daily life and picked up vignettes that touch upon the cadence of routines that we are all familiar with.” said Cheil X chief growth officer Neeraj Bassi.

  • Gigi Bombay unveils innovative cocktail program with digital ad film featuring Jim Sarbh

    Gigi Bombay unveils innovative cocktail program with digital ad film featuring Jim Sarbh

    Mumbai: In a first of its kind campaign by a restaurant – to bring to life its latest cocktail program, Gigi Bombay, a restaurant by Chrome Asia Hospitality has released a digital ad film in association with Jim Sarbh. This film shares a fun take on Jim’s understanding of cocktails while showcasing the best of the new cocktail program.

    The Indian consumer base is changing and with the cocktail culture shaping a large part of the F&B industry, the general curiosity around cocktails is growing. Addressing the need to deliver a refined and tasteful cocktail experience, Gigi Bombay announced its new cocktail program. The new cocktail program launched in a grand fashion by actor Jim Sarbh at Gigi, showcases not just the signature cocktails on offer but also divides them neatly into different eras from which they’ve been picked for patrons. Whether it’s the Dawn of the Drinks or the Speakeasy era or the Golden Age of cocktails, the cocktail book has gone back in time to uncover the best drinks from every era that are now pouring at Gigi.

    The digital film showcases Jim as a self-proclaimed cocktail connoisseur who is left startled tasting each cocktail and unfolds with Jim showing that the cocktails at Gigi are for all, whether you’re a cocktail connoisseur or not.

    To view the film, click here

    Talking about the campaign, Chrome Asia Hospitality co-founder Nikita Shahri said, “Gigi Bombay is one of our marquee restaurants and we are always looking at unleashing the best of our creativity here. To set the tone for our cocktail book launch, we couldn’t think of anyone but Jim Sarbh, his fun personality added to the quirk of the launch. With Gigi, our endeavor is to elevate the cocktail offerings and offer a never seen before experience to all our patrons and this launch is yet another step in the same direction. This is just the beginning and we’re looking at offering a top-notch cocktail experience with international takeovers and much more.”

    Directed and conceptualized by Shahri, the video is produced by creative agency Secret Sauce.

  • Protinex takes strides towards increasing protein consumption in India

    Protinex takes strides towards increasing protein consumption in India

    Mumbai: In a significant move towards promoting protein consumption and improving health and nutrition, Protinex, the flagship brand of Danone India is extending the pledge to create social impact for consumers. For every 1,000 pledges, the brand is donating Protinex packs to ASHA workers. The initiative is launched in collaboration with Doctors For You Foundation to empower our caretakers so that they can become effective advocates for patients.

    Our body require protein daily, and as per ICMR recommended dietary allowance (RDA) 0.83g of protein per kg body weight needs to be consumed everyday  to function optimally and strengthen our muscles, along with exercise and balanced diet. Protein is essential for providing energy, combating fatigue, and enhancing muscle strength, facilitating our daily physical activities. Despite the importance of protein, studies indicate that a staggering 70 per cent of Indian consumers do not consume enough protein in their diets. Therefore, it’s vital to understand that insufficient protein intake can harm our overall well-being.

    By providing these community workers with Protinex, Danone India is not only supporting the health and nutrition of ASHA workers but also enabling them to become advocates in raising awareness about the importance of protein consumption in everyday life.  As trusted and respected members of their communities, ASHA workers possess a unique ability to reach and engage with individuals who may otherwise have limited access to healthcare services.

    Speaking about this initiative Danone India marketing director Sriram Padmanabhan said, “People easily tend to overlook the significance of muscle health and protein intake in their lives. As we age, our bodies undergo subtle transformations, emphasizing the need to acknowledge these changes and take appropriate action. At Danone India, we believe that everyone deserves access to nutritious food and essential healthcare. Through this initiative, we are proud to support ASHA workers, who play a vital role in delivering healthcare services to underserved communities. By providing them with Protinex, we hope to enhance their nutritional intake and contribute to their overall health and well-being.”

    This initiative is a part of the Protinex Protein Abhiyaan, a nationwide awareness initiative to address the pressing issue of inadequate protein intake in India. Its second season was a success as it leveraged the combined strengths of Danone India’s protein expertise and our partners, by breaking myths around protein to creating on- ground events to spread awareness till the last mile and culminating the effort to support the community.  Aligned with the broader Danone mission, to provide health through food to as many people as possible, Protinex remains dedicated to supporting optimal nourishment, making it the ideal choice for those seeking comprehensive nutrition and strength, contributing to the health and well-being of individuals across India.

  • Radio City scores big: 1.3M cheers for team India in Citroën Cheer for India campaign

    Radio City scores big: 1.3M cheers for team India in Citroën Cheer for India campaign

    Mumbai: Radio City, India’s leading radio network, has hit a massive sixer by collecting an astounding 1.3 million cheers for Team India as part of the Citroen Cheer for India campaign, mirroring the nation’s celebration reminiscent of Team India’s victory. This extraordinary achievement has earned the radio station a prestigious certification from the India Book of Records. The celebratory felicitation ceremony took place at the Radio City Mumbai studio, in the presence of Citroën representatives, the Radio City team, and an adjudicator from the India Book of Records.

    The campaign, which blended automotive excellence with cricketing fervour, aimed to unite fans in cheering for the Indian Cricket Team during the recent Cricket World Championship. Citroën along with Radio City team invited everyone to join Mahendra Singh Dhoni and the rest of India in celebrating what truly matters—supporting our cricket heroes and making informed vehicle choices that reflect our shared values and aspirations.

    The campaign, a first-of-its-kind title claim, saw enthusiastic participation from listeners across Bharat. Over the course of 23 days, Radio City amassed these millions of cheers from 24 cities including Mumbai, Pune, Ahmedabad, Surat, Nagpur, Kolhapur, Sambhaji Nagar, Delhi, Lucknow, Jaipur, Varanasi, Patna, Jamshedpur, Kolkata, Chennai, Coimbatore, Hyderabad, Vizag, Vijayawada, Bangalore, Vadodara, and Kanpur. The widespread enthusiasm spanned diverse age groups and regions, showcasing the unity and fervor of Radio City’s listeners in supporting Team India.

    The successful execution of the campaign relied heavily on the on-site activations conducted at strategic spots in every city using the Citroën C3 Aircross & the launch of the Dhoni special edition Citroen C3 Aircross. These events attracted natural crowds, inviting people to experience the new SUV and record their cheer for Team India. Additionally, the radio channel conducted 24 dealer visits, one in each city, as part of dealer delight activities. These visits aimed to boost footfalls at dealerships, encourage test-drives, and ultimately drive purchases of the Citroën C3 Aircross.

    Radio City CEO Ashit Kukian expressed his pride in the achievement, stating, “This record-breaking campaign illustrates Radio City’s expertise in providing unique marketing solutions to our partners. Since we have extensive market penetration, even within the most remote locations in India, our commitment to connecting with our listeners and creating impactful, memorable brand campaigns has become the cornerstone of our success. We are thrilled to have associated with Citroën and to have garnered such immense support for Team India. This certification from the India Book of Records is a recognition of the collective effort and enthusiasm of our listeners across Bharat.”

    Citroën India brand director Shishir Mishra added, “We are delighted to see the enthusiastic response from consumers who have connected with our ‘Citroen Cheer for India’ campaign by experiencing the new SUV Citroën C3 Aircross and recording their cheer for Team India. Moreover, the campaign that reached a remarkable milestone of 1.3 million cheers not only showed support for our cricket heroes but also enabled consumers to make informed vehicle choices that reflect our shared values and aspirations. Our partnership with Radio City has been instrumental in amplifying our message, and I’m grateful for their support. We’re excited to have achieved such tremendous success and look forward to continuing our journey of building strong connections with our consumers.”

    The certification from the India Book of Records marks a historic achievement in the radio industry for Radio City and also demonstrates Citroën’s commitment to engaging communities through creative campaigns. It is a testament to the power of innovative marketing and community engagement. The campaign’s success also showcases the power of collective efforts and the strong bond between Radio City and its listeners. Radio City stands tall in providing constant support for national pride and unity.
     

  • Galaxy Unpacked July 2024: Unfold your story

    Galaxy Unpacked July 2024: Unfold your story

    Mumbai: Ahead of Galaxy Unpacked on 10 July, Samsung has released a new global film to build anticipation for the unveiling of the next frontier of Galaxy AI.

    In the newly released video, multiple faces are illuminated by a sliver of light, symbolising the opening of a whole new world and the unlocking of new possibilities made possible by revolutionary innovation. Through the campaign, Samsung invites fans around the world to step beyond boundaries and enjoy new, unique experiences.

    Be ready to watch the next frontier of Galaxy AI – offering new ways to accelerate creativity, productivity, communication, and much more. Check out the video below to see how Samsung is opening a new world of opportunity and stay tuned until the cutting-edge innovation comes to life.

    A new chapter is set to begin with Galaxy AI. Stay tuned on samsungmobilepress.com for more updates and be sure to join us for Galaxy Unpacked on 10 July.

  • Glucon D & MY FM launch “Thakaan Gone, Energy On” in Ahmedabad

    Glucon D & MY FM launch “Thakaan Gone, Energy On” in Ahmedabad

    Mumbai: In a heart-warming initiative to support the unsung heroes battling the sweltering heat while ensuring smooth traffic flow, Glucon D and MY FM collaborated to launch “Thakaan Gone, Energy On” in Ahmedabad. Presented by Glucon D and powered by 94.3 MY FM, with the backing of the Ahmedabad Traffic Police, this initiative aimed at providing much-needed refreshment, hydration & energy to the dedicated on-duty traffic policemen.

    Amidst soaring temperatures, the initiative kicked off with a ceremonial inauguration at the Police Commissioner’s office in Ahmedabad. The event was graced by esteemed dignitaries including police commissioner Gyanendra Singh Malik, JCP Traffic Ahmedabad Narendra Chaudhary, and DCP Traffic Shafin Hasan, alongside the entire team of MY FM.

    This initiative was spread across 15 days catching millions of eyeballs, reaching 20000 Ahmedabadis with a refreshing glass of Glucon D, 3000 traffic policemen every afternoon across 60 major crossroads. This initiative also garnered a cumulative reach of over five million people on social media videos grabs during the campaign.

    One of the highlights of the activity came when the Glucon D branded truck visited thousands of on-duty traffic enforcers stationed around the Narendra Modi Cricket Stadium during the IPL playoffs last month. Glucon D seized the opportunity to extend its support to thousands of dedicated officers ensuring that they remain energized and hydrated throughout their duty hours.

    The core concept revolved around serving chilled glasses of Glucon D to the on-duty traffic police personnel apart from commuting Ahmedabadis, offering instant energy and hydration to combat the scorching heat.

    Through “Thakaan Gone, Energy On” GLUCON D not only provided physical refreshment but also boosted morale and recognised the tireless efforts of those who keep Ahmedabad moving safely.

  • L&K Saatchi & Saatchi India launches CollegeDekho’s “Banayenge India ka Kal” campaign

    L&K Saatchi & Saatchi India launches CollegeDekho’s “Banayenge India ka Kal” campaign

    Mumbai: In a significant move to establish a compelling brand purpose based on deep consumer insight and to build brand awareness, L&K Saatchi & Saatchi India has launched CollegeDekho’s first integrated brand campaign, ‘Banayenge India ka Kal,’ across television, OTT, and digital mediums.

    The campaign highlights a poignant story of a father, who has always provided the best for his son, now turning to CollegeDekho for college guidance. It resonates with the profound love and sacrifices parents make for their children, and the insight that despite their best efforts, parents often feel unsure about choosing the right college due to a lack of current knowledge. In these crucial moments, they need a trusted expert to guide them.

    L&K Saatchi & Saatchi India chief creative officer Rohit Malkani said, “This is what happens when a brave client, a strong insight, a great script and a passionate director get together! We’re super thrilled to put out this film for CollegeDekho, which beautifully captures the mood of a young boy about to apply for college. The nuanced performances and authenticity don’t just strike home but also make it something to watch repeatedly.”

    “The vision of CollegeDekho is one of purpose and we have been ever so inspired since our initial conversations. This campaign is a labour of our love and passion with a clear vision. We are thrilled to have partnered with CollegeDekho to bring this inspiring vision to life, which can truly make a difference to millions of students in India,” added Hindol Purkayastha, Head- North & East, L&K Saatchi & Saatchi India.

    CollegeDekho chief marketing officer Abhinav Upadhyay said, “We’ve chosen L&K Saatchi & Saatchi India for our first-ever brand campaign based on conversations that built trust. As the largest Higher Education Ecosystem in India, we wanted an honest way to establish our brand purpose and raison d’etre while working with a consumer insight that spoke the language of millions of students and parents that we guide every year. We are confident that this campaign will resonate deeply with our audience, further solidifying CollegeDekho as a trusted educational partner.”

    The campaign aims to enhance brand awareness and establish a memorable brand purpose. With L&K Saatchi & Saatchi India’s creative expertise and CollegeDekho’s vision, this campaign is set to make a significant impact in the education sector, guiding countless families towards brighter futures for themselves and the nation.