ITV

Category: Ad Campaigns

  • The Coca-Cola Company’s Honest Tea launches #FindYourGood campaign

    The Coca-Cola Company’s Honest Tea launches #FindYourGood campaign

    Mumbai: Honest Tea, a ready-to-drink beverage with organic green tea announces their newest #FindYourGood campaign in collaboration with celebrated author, columnist, and wellness enthusiast Twinkle Khanna. The newly launched film depicts Twinkle Khanna finding her calm amidst daily chaos, with #HonestTea, made from organic green tea, sourced from the famous Makaibari Tea estate.

    In a world filled with societal expectations, Honest Tea’s campaign nudges people to define their way of relaxation. As a supportive ally in this quest, the brand offers two great-tasting flavours, Lemon-Tulsi and Mango.

    To kick off the campaign, Honest Tea will roll out a series of social films and digital activations, engaging with consumers across various platforms. Conceptualized by WPP Open X, the campaign film, captures a relatable moment as Twinkle confronts her to-do list. As she sits down to relax, she enjoys a sip of Honest tea and says “It’s up to you to decide what’s good for you.

    Speaking about the collaboration with Honest Tea, Twinkle Khanna said, “I am excited to be part of the #FindYourGood campaign that echoes my mantra of a good, holistic life. Stimulated by the importance of finding joy and balance in the every day, Honest Tea’s campaign strives to bring about a positive transformation in the well-being of the modern woman.”

    Commenting on the launch of the new campaign, The Coca-Cola Company, India and South-West Asia operating unit senior director of marketing Ruchira Bhattacharya,= said, “Honest Tea is proud to launch the #FindYourGood campaign that celebrates those little moments of peace and calm in your daily rigmarole. The partnership with Twinkle Khanna resonates our purpose to support and encourage one’s personal idea of balance and wellness in this fast-paced world.”

    Sharing his views about the latest campaign, WPP Open X executive creative director Mukund Olety said, “Our latest campaign, #FindYourGood, throws light upon a very important thing that many of us often tend to forget, which is making time for little moments of peace and joy in our daily lives” Speaking about the collaboration with Twinkle Khanna, he said, “Teaming up with Twinkle Khanna for this campaign has been a truly joyful experience. As a proponent for the well-being of women, she naturally conveys the nuances we wish to communicate through this campaign.

    Honest Tea is currently available on e-commerce platforms in select cities- Bangalore, Mumbai, Hyderabad, Chennai, Pune and Gurgaon, at the price point of Rs 60. For more details visit Honest Tea’s Instagram page – @honestteaindia. 

  • Uber invites riders to flaunt their ratings in latest campaign

    Uber invites riders to flaunt their ratings in latest campaign

    Mumbai: Uber has announced a social media campaign, Uber Flex, inviting its top-rated riders to share their rider ratings supported by reasons as to why they think they were rated that high by drivers, in order to win freebies including one year worth of free Uber rides.

    Riding on the recent trend where Indians shared their rider rating as a “flex” on social media platforms and dating apps, Uber launched the contest with an aim to stress on the need for riders to be courteous towards their drivers, and to promote better behaviour among people. As part of the campaign, riders with high ratings on Uber will be rewarded, and those with scope to improve will also be incentivised to make a difference.

    Speaking about the campaign, Uber India, South Asia head of central operations, Nitish Bhushan said, “Just like a rider wants to drive with a better-rated driver, drivers are also inclined to serve polite and well mannered customers. This initiative of ours is a reminder of just that, along with being a fun way to promote the desire in riders to be conscious of their surroundings, behaviour, and be more polite to each other.”

    The social media contest has been designed to elevate the Uber ride experience for users across India.

    Contest: Rewarding excellence in riding

    As part of the first leg of the contest, Uber is celebrating the top 100 riders with the highest ratings. All riders with a rider rating of 4.8 and above are encouraged to share their top 3 reasons they think they were rated that highly by drivers. Wit and humour in the responses will get them brownie points.

    Participants will need to submit their entries by sharing screenshots of their Uber rider rating, along with the three reasons as a post on X, using the hashtag #UberFlex, by 26 June.

    Prize for top three entries: Free Uber rides for one year (up to Rs 50,000 each)

    For 100 best entries: Uber credits worth Rs 2,000 each

    Winners will be contacted via social media direct messages. Fulfillment of prizes will be mailed directly to winners from Uber.

    The Uber app also offers a Privacy Center to all riders, where they can get insights into their past trips, including a split of the ratings they received from drivers, and various ways to improve ratings. Uber has always promoted good behaviour on the platform.

    Key features and offerings as part of Privacy Center include:

    1.   Summary of Usage: Users can access a summary of how they utilize Uber’s services, providing transparency on data usage.

    2.   Data Tracking Control: Users have the option to control data tracking for personalized ads, ensuring preferences are respected.

    3.   Account Security: Users can manage account security features, including account deletion, to maintain control over their personal information.

     4.  Privacy Overview Page: A comprehensive resource providing insights into Uber’s privacy practices, guiding users on how their data is managed and safeguarded.

     5.  Privacy Inquiry Submission: Users can submit privacy inquiries directly through the Privacy Center, addressing any concerns or questions they may have regarding their data.

    How to access Privacy Center:

    .   Tap Account: In the Account section of the Uber app, tap the icon next to the name and then tap ‘Privacy and Data’ to see the summary.

     .  Tap Privacy Center: In the Privacy Center, press ‘See Summary’ to access the page where all the data will be given: Trips taken, Uber Go data, and rider rating earned.

  • Pansari Group unveils #Dildilli6ka campaign

    Pansari Group unveils #Dildilli6ka campaign

    Mumbai: Pansari Group, one of India’s most trusted FMCG brands, who are also known for its quality and tradition is thrilled to launch its new campaign – #Dildilli6ka. With this campaign, the brand aims to celebrate the blissful season of monsoon with family, friends and loved ones to create some healthy and lasting memories.

    As part of the #Dildilli6ka campaign, the brand is offering an exclusive promotion on its Indimix range – Bedmi Poori. Along with being a beloved staple of Delhi, this ready-to-cook Bedmi Poori mix is rich in nutrition, 100% natural and contains no preservatives or artificial colours, making it a health-conscious choice for consumers.

    Speaking about the campaign, Pansari Group director Shammi Agarwal said, “Our #Dildilli6ka campaign is not only celebrating the rich culinary heritage of Delhi but also the spirit of nourishment that defines the entire monsoon season. Bedmi Poori is not just a cherished dish in Delhi but all over the nation and we hope that our Indimix range brings joy and convenience to our loyal consumers and enhances family moments with a taste of tradition and a rewarding experience.“

    In order to participate, buy the product from Blinkit, Amazon, Flipkart, Zepto, Big Basket, the World of Mart or any nearby retail store, scan the QR code available on the product packaging and fill in the details accordingly. This monsoon not just enjoy the authentic crispy taste of Bedmi Poori but also receive an assured Amazon voucher and other exciting rewards as a token of appreciation for their loyalty.

  • KAZO unveils its ‘Flower Power’ campaign

    KAZO unveils its ‘Flower Power’ campaign

    Mumbai: KAZO Fashion Pvt Ltd, the iconic fashion brand celebrated for its versatile designs and unparalleled quality, is thrilled to showcase its latest campaign, ‘Flower Power’, designed to celebrate and empower women through style, elegance, and grace. This innovative campaign aims to raise awareness and make women feel good about themselves, aligning with KAZO 2.0’s commitment to fashion that inspires confidence and self-expression.

    Following the resounding success of the Flower Power campaign in Mumbai, Delhi, Punjab, and Kolkata, KAZO proudly concluded the campaign in Indore. Graceful models showcased the latest KAZO designs enhanced by vibrant blooms and mesmerizing prints, walking through busy mall pathways with enormous tote bags brimming with flowers. Each flower represents strength, resilience, and individuality—qualities synonymous with the modern woman.

    Commenting on the campaign’s success, KAZO’s creative director Divya Aggarwal expressed, “The ‘Flower Power Campaign’ by KAZO is a heartfelt celebration of modern women—those who embrace their unique spirit and blaze their own trails. Through our on-ground activations, we aim to offer moments of joy and tokens of appreciation that make every woman feel valued and empowered. We have already received accolades for our innovation and are expanding nationwide. This initiative is about celebrating the multifaceted woman and ensuring that she feels valued and empowered every time she walks through our doors. True style isn’t just about what you wear; it’s about how you feel when you wear it.”

    This initiative not only highlights KAZO’s latest fashion trends but also fosters a sense of community and appreciation among the customers. Visit the nearest KAZO store today and immerse yourself in the style revolution with KAZO 2.0. Feel the Flower Power and empowerment, one flower at a time!

  • Torex cough syrup teams up with Jatt and Juliet 3 for new ad film

    Torex cough syrup teams up with Jatt and Juliet 3 for new ad film

    Mumbai: Torque Pharma, a pharmaceutical company, has collaborated with the much-anticipated Punjabi blockbuster “Jatt and Juliet 3,” which is set to release on 27 June 2024. This collaboration marks a unique synergy between healthcare and entertainment, bringing together Torex’s trusted legacy in cough relief with the vibrant and popular world of Punjabi cinema.

    “Jatt and Juliet 3” stars the charismatic duo Diljit Dosanjh and Neeru Bajwa, who are beloved by audiences for their dynamic on-screen chemistry and entertaining performances. Torex Cough Syrup’s popularity aligns seamlessly with the movie’s appeal, creating a connection that binds the audience together and enhances brand recall.

    Commenting on the ad film launch,  Torque Pharma director Abhay Iqbal Singh Bedi said, “We are thrilled to collaborate with ‘Jatt and Juliet 3,’ a film that has a wide set of fanbase, much like Torex Cough Syrup that embodies health and wellness. This partnership enhances our brand presence while reaffirming our commitment to delivering effective cough relief, allowing our customers to savour life’s moments free from the discomfort of a cough. We are confident that this co-branding initiative with ‘Jatt & Juliet 3’ will forge a deep and lasting connection with audiences.”

    “We’re excited to partner with Torex Pharmaceuticals for ‘Jatt & Juliet 3.’ This collaboration brings together two trusted brands to deliver an unforgettable experience to our audience. We look forward to a successful journey together and can’t wait for everyone to experience the magic of ‘Jatt & Juliet 3’ in theatres.” said Manmord Singh Sidhu, the MD of White Hill Studios and the producer of the film.

     

     

  • Narayana Health initiates taking care of Bengal campaign

    Narayana Health initiates taking care of Bengal campaign

    Mumbai: Narayana Health – Kolkata proudly commemorates over two decades of dedicated healthcare service in the West Bengal market. To mark this significant milestone, the hospital has launched a comprehensive 360-degree campaign titled ‘Taking Care of Bengal for Over 2 Decades’. The campaign aims to celebrate the healthcare group’s deep-rooted connection with the people of West Bengal & re-affirming its role as a trusted care provider.

    For the past two decades, Narayana Health – Kolkata has stood as a beacon of hope and healing, catering to the diverse healthcare needs of the vibrant West Bengal market. From the bustling streets of Kolkata to the serene countryside, Narayana Health – Kolkata has been steadfast on the journey to wellness for millions of individuals and their families.

    English:

    Bengali:

    “The ‘Taking Care of Bengal for over 2 Decades’ campaign encapsulates the essence of Narayana Health’s enduring presence in the region. Through a 360-degree approach, the campaign seeks to highlight the institution’s role as more than just a healthcare provider but as a companion in the journey of life. Whether it’s nurturing the health of every book lover, supporting the aspiration of every sports lover, or managing the sweet tooth of every mishti lover with the right medical advice, Narayana Health – Kolkata has been a constant presence, offering care and support at every step” said Narayana Health chief marketing officer Ashish Bajaj.

    Through various touchpoints, including print, digital, OOH, Cinema and on-ground activations, Narayana Health aims to connect with the community on a deeper level, fostering a sense of belonging and trust. As part of the celebrations, Narayana Health – Kolkata is also offering discounts on online Appointment bookings via a website and NH Care App. It shall also be organizing a series of events and initiatives aimed at giving back to the community.

    With four flagship hospitals strategically located across the region – Narayana Hospital – RN Tagore Hospital, Mukundapur; Narayana Hospital – Howrah; Narayana Hospital – Barasat; and Narayana Hospital – Chunavati, Narayana Health – Kolkata has emerged as the cornerstone of advanced medical care in East India. The campaign reaffirms the healthcare group’s commitment to continue its legacy of caring for the people of West Bengal & Eastern India.  

  • Indian consumers increasingly prefer streaming services and personalised ads

    Indian consumers increasingly prefer streaming services and personalised ads

    Mumbai: Moloco, a leader in operational machine learning (ML) and performance advertising, together with leading independent research company YouGov has announced the findings of the consumer Perceptions of Ads on Streamers Survey 2024. More than 1,000 consumers in India were surveyed for their perspective on advertising on streaming media platforms. More than 1,000 consumers in the US were also included in the same survey. Overall, the results signal a tipping point in consumer consumption habits as they shift from traditional TV to streaming platforms.

    “It’s important to get the ads experience right because consumers will cancel a subscription based on the ads experience. This research is a wake-up call for many streaming media platforms to transform their approach to building an ad business,” said Moloco growth initiatives general manager Dave Simon. “Consumers have a strong appetite for relevant, personalized ads that enhance the viewing experience. These ads are influencing their behavior and decision-making process. These combined trends signal the need for a more personalized approach to advertising on streamers, driven by leveraging advanced machine learning at scale.”

    “Indian consumers do not mind watching that extra ad which can lower or entirely remove subscription fee to watch content – this insight got validated when this survey showed that two-thirds of Indian consumers chose lower fees in exchange for watching ads. What’s even more interesting is that approx. 80 per cent of customers prefer personalized ads, which significantly influence their decision-making process.” said, Moloco India general manager Siddharth Jhawar.

    The study revealed that:

    1.  Consumer behavior is changing as more people move away from traditional TV to use streaming media platforms, particularly on mobile devices.
    a.  60 per cent of Indian consumers report that a mobile phone is the device most commonly used for personal streaming, compared with 26 per cent for Smart TV, 11 per cent for laptops/PCs, and 3 per cent for tablets.

    b.  34 per cent of Indian consumers report that they are cutting the cord with traditional TV services; an additional 27 per cent are considering it but have yet to do so.

    c.  66 per cent of Indian consumers would choose lower fees in exchange for watching ads.

    2.  Consumers report clear preferences for ad formats that enhance the viewing experience.

    1. 44 per cent of Indian consumers believe that ads that are interesting and relevant enhance the viewing experience.
    2. Pre- and post-roll ads are ranked most acceptable compared with mid-roll and banner or display ads.
    3. Banner or display ads and mid-roll ads are perceived as the most intrusive or disruptive.

    3.  Consumers care about the ads experience. They report that personalized ads are more compelling and more likely to result in a favorable response, such as a purchase.

    a. 41 per cent of Indian consumers have canceled a subscription specifically because of the ads experience.

    b. The majority of consumers in India prefer personalized ads, with 78 per cent indicating a preference. Of the 78 per cent total, 48 per cent prefer personalized ads based on viewing habits alone and 30 per cent prefer personalized ads based on viewing habits and personal data.

    c. Ads on streaming platforms are influential in the decision-making process for product or service purchases with 83 per cent reporting some level of influence.

    “The ads experience is clearly important, especially with consumers not just adjusting to ads on streaming media platforms but embracing ads,” said YouGov senior research manager Vanessa Khoo. “In addition, this research showed that consumers find ads compelling and influential in their overall decision-making process for product purchases. This study also showed that personalized ads can actually enhance the overall viewing experience.”

    Methodology:

    This survey was conducted online in India by YouGov focused on consumers who watch video content at least once a month, including streaming content. 1,005 respondents participated in the 10-minute online survey from 19 January 2024 – 5 February 2024.

  • Dharma Cornerstone Agency marks third anniversary unveiling ambitious growth strategy

    Dharma Cornerstone Agency marks third anniversary unveiling ambitious growth strategy

    Mumbai: Dharma Cornerstone Agency (DCA), one of the fastest growing entertainment agencies in India, today marks its third anniversary by laying out its ambitious growth trajectory for the coming years. Founded in 2021 as a joint venture between renowned filmmaker Karan Johar, Dharma Productions’ CEO Apoorva Mehta, and Cornerstone Sport’s MD Bunty Sajdeh, DCA has quickly established itself as a premier talent management agency.

    The agency represents a diverse roster of actors, directors, writers, musicians, and content creators, with a focus on discovering and nurturing talent across various regions in India. Its roster includes actors Janhvi Kapoor, Tiger Shroff, Triptii Dimri, Aditya Roy Kapur, Sara Ali Khan, Ananya Panday, Tamannaah Bhatia, and Disha Patani; Oscar-winning producer Guneet Monga; musicians Neeti Mohan, Jubin Nautiyal, and Amaal Mallik; and digital creators like Orry, Sumukhi Suresh and Sufi Motiwala, among others.

    “As we celebrate our third anniversary, we remain committed to protecting artists and storytellers in an increasingly challenging media landscape,” said Dharma Cornerstone Agency CEO Uday Singh Gauri. Uday with over 16 years of experience in representation and management has been instrumental in steering the agency into its fourth year, and through the rapidly evolving landscape of the film and entertainment business. Uday also co-founded Exceed Entertainment and HRX.

    “Our focus will be on adapting to the evolving industry, maximizing revenue for our clients, forging new alignments with digital marketers, and leveraging new technologies to supercharge overall growth. We aim to help our clients thrive in the face of disruption while setting trends in talent representation, marketing, sponsorship, and shaping the digital landscape.” he added.

    DCA’s COO Rajeev Masand will continue to lead the film side of talent representation, bringing his extensive industry experience and relationships to further bolster the agency’s presence in the movie business.

    DCA is set to expand its presence across the Indian entertainment industry, including Bollywood, sports, and fashion, to explore new revenue streams. The agency will empower clients to conceptualize and execute projects in-house, offering an alternative to the traditional studio system. Additionally, DCA is actively exploring international expansion opportunities to provide its talent with access to a global audience and facilitate creative exchange on a worldwide scale. This positions DCA as a key player in the international entertainment landscape, catering to the evolving needs of its clients and partners.

    “Our landscape is evolving rapidly, and the biggest challenge we foresee is the lack of adaptability,” said Apoorva Mehta. “DCA is well-positioned to navigate these challenges by employing the right people to do the right work at the right time, place, and price.”

    “We are excited about the future of DCA and the opportunities that lie ahead. Our focussed approach to talent management, our combined strengths with innovative thinking and global expansion plans will hopefully enable us to create even more value for our clients and partners in the years to come.” said Bunty Sajdeh.

  • From steam engines to storytellers: Why AI needs a human co-pilot

    From steam engines to storytellers: Why AI needs a human co-pilot

    Remember those clunky steam engines? Sure, they revolutionised transportation, but imagine a world where they chugged off on their own, blissfully unaware of potential hazards or destinations. That’s where humans came in, to guide these iron beasts and ensure they didn’t end up powering a runaway train to disaster.

    Similar parallels can be drawn with the latest wave of Generative AI (Gen AI) tools that are transforming the advertising and marketing landscape. These tools are powerful and capable of churning out content and generating ideas at an impressive pace. But just like those early steam engines, Gen AI needs a human co-pilot (pun intended) to navigate its potential and achieve the desired results.

    How generative AI is transforming advertising and marketing

    The advertising and marketing world is undergoing a revolution driven by generative artificial intelligence (Gen AI). Gen AI is capable of creating entirely new content or modifying existing material and is fundamentally changing the way we approach campaigns and client needs. But how exactly is Gen AI impacting our everyday work, and what does the future hold for this dynamic field?

    The Gen AI toolkit: A creative powerhouse

    At our agency, we’ve embraced Gen AI’s potential, utilizing tools like Adobe Firefly and Bing Copilot for creative editing, Midjourney for generating stunning visuals, and language models like ChatGPT and Google Gemini for brainstorming ideas and crafting compelling copy.

    The impact on our workflow is undeniable. Efficiency and production have gone up measurably. Thanks to AI assistance, tasks that were once time-consuming, like video editing or creative tweaks, are now handled with greater ease. This allows us to focus on the strategic aspects of campaigns, develop innovative concepts, and craft impactful messaging.

    Beyond efficiency: A spark for creativity

    The true power of Gen AI lies in its ability to unlock creative potential. By feeding these tools with relevant data and brand guidelines, we can generate many unique and fresh ideas for clients. Imagine brainstorming a new ad campaign and having AI present you with a variety of visuals, taglines, and even potential scripts, all tailored to your target audience. This collaborative approach allows us to explore various possibilities, leading to more engaging and memorable campaigns.

    The human edge: Collaboration, not competition

    Despite Gen AI’s transformative power, it’s important to remember that it’s not here to replace human creativity. AI thrives on the data and direction we provide. The challenge lies not in the technology itself but in encouraging our colleagues to embrace these new tools and integrate them into their existing workflows.

    The future of advertising belongs to those who can effectively utilize both human intelligence and machine brilliance. As a McKinsey report highlights, “marketing and sales are one of four functional groups that could reap an estimated 75% of the value” generated by Gen AI, with a potential productivity increase of 5-15% in marketing spend. This translates to a significant boost in the overall effectiveness of marketing campaigns.

    A personalised future: Tailored experiences for every customer

    Looking ahead, the future of advertising is all about personalization. Generative AI allows us to analyze vast amounts of customer data and behavior, leading to the creation of hyper-targeted campaigns. Imagine generating personalized email content or ad copy that speaks directly to each individual customer’s needs and preferences. This level of customization fosters deeper engagement and brand loyalty, leading to a more successful marketing strategy.

    Furthermore, Gen AI paves the way for immersive customer experiences. Virtual reality (VR) and augmented reality (AR) experiences powered by generative AI allow customers to interact with products more engagingly. This not only showcases products memorably but also fosters brand awareness and loyalty.

    The final word: A collaborative future for marketing

    Generative AI is not a threat but a powerful tool that can elevate the advertising and marketing industry. As humans collaborate with AI assistants, we can achieve a level of creativity, efficiency, and personalization never before possible. The future belongs to those who embrace this transformative technology and leverage its power to create truly impactful marketing experiences. Remember the wheel? A game-changer, but not a replacement for your legs. Embrace Gen AI and the positive revolution it can bring about in advertising – it’ll help you run faster, not take your place. Just like the trains!

    The article has been authored by Spicetree Design Agency Sr marketing & communications executive Tanya Kennedy.

  • IKEA embraces the LGBTQIA+ community with ‘The Closet’

    IKEA embraces the LGBTQIA+ community with ‘The Closet’

    Mumbai: Ahead of International LGBT Pride Day, IKEA releases a digital film, The Closet, that highlights the struggles faced by the LGBTQIA+ community and encourages people to be more inclusive and compassionate towards them. The video focuses on developing stronger allyship with the community through empathy and open dialogue, urging people to rethink stereotypes and embrace diversity.  

    Conceptualised by Leo Burnett, the campaign revolves around the message ‘Closets are for clothes and not identities’.  The film is set in a busy IKEA store with a closet in the centre and leads with a thoughtful question to the ones who chose to enter the closet- “Many have lived here, can you?”. The film goes on to show the reactions of curious customers who step in to find out what’s behind the closed doors—silence and a pair of headphones replaying biases that people from the queer community hear even today. Customers leave the closet with the realisation that, while they can step out, many will continue to live inside.

    Commenting on the video, IKEA India country marketing manager Anna Ohlin said, “At IKEA, we stand together with the LGBTQIA+ community to celebrate love, diversity, and inclusion. We believe authenticity is not something to hide but a gift to cherish. Many people continue to struggle to live their lives openly and, with this film, we want to create stronger awareness and inspire everyone to be true allies in society.”

    “With The Closet, we intend to give a peek into the uncomfortable world for many in the LGBTQIA+ community. A reminder that we need to build a world that’s more accepting and filled with love – where nobody has to live in a space that’s uncomfortable, just for being their authentic self. We hope this sparks a debate in everyone’s homes, and inspires reassuring actions,”  said Leo Burnett Bengaluru Burnett national creative director Pravin Sutar.

    IKEA embraces the LGBTQIA+ Community with ‘The Closet’.MP4