ITV

Category: Media and Advertising

  • Brands spark new year fun with witty billboard banter across India

    Brands spark new year fun with witty billboard banter across India

    MUMBAI: Traffic jams just got entertaining: brands are waging wars – not with WhatsApp texts or witty tweets, but with billboards that bite back.

    As you crawl along the road, an eye-catching banner quips, only to be topped the next day by its competitor’s cheeky comeback. The billboards aren’t just advertisements; they’re battlegrounds for banter – a hilarious showdown in the sky.

    In the spirit of 2025’s resolution mania, India’s most iconic brands are trading punches with humour and wit, thanks to Upstox’s ingenious campaign. Forget stale promises – these billboards are serving up financial wisdom, housing goals, and playlist envy with a side of laughs.

    Upstox, a leading wealth management platform, set the tone with its playful message: “Diet me greens add kar diye. Aur green portfolio ka kya?” Encouraging individuals to consider their financial goals for the new year, the billboard quickly caught public attention.

    Other brands followed suit, adding their unique flair to the conversation:

    .  boAt, the audio lifestyle brand, chimed in with a reminder for party hosts:
        “New Year party to rakhli. Par playlist ka kya?”

    .  Asian Paints tapped into aesthetics with a nod to home decor:
        “Apne favourite celebrities ki saari movies dekh li. Lekin unke home decor ka kya?”

    .   Pepperfry highlighted hosting essentials with its clever quip:
        “House Party announce kar diye. Ab extra seating ka kya?”

    .   Yatra, the travel platform, inspired wanderlust with a call to action:
        “Vacation ke sapne dekh liye. Aur booking ka kya?”

    .  OLX encouraged gadget upgrades with practicality:
        “Phone upgrade karna hai? Purane phone ka kya?”

    .  PharmEasy kept health resolutions in focus:
        “New Year party toh karli. Par health resolutions ka kya?”

    .  Bobble AI tapped into relatable texting humour for romantics:
        “Crush ka number mil gaya? Ab texting interesting banane ka kya?”

    The billboard banter seamlessly blended humour, relatability, and creativity, proving how outdoor advertising can spark a vibrant dialogue. Each brand stayed true to its identity while contributing to a shared New Year theme, creating a memorable campaign that resonates with audiences across India.

    As 2025 approaches, this campaign stands as a testament to the role of camaraderie and wit in effective advertising, proving that resolutions may come and go, but great storytelling lasts forever.

  • How Durex got folks in the wrong mood at IIT Mumbai’s Mood Indigo

    How Durex got folks in the wrong mood at IIT Mumbai’s Mood Indigo

    MUMBAI: Humour in advertising  can really strike a funny bone  and have  us doubling over in laughter! It can be a great conversation starter, leader and silence breaker. And a great ad re-caller. However, it all depends on where the humorous advertising is being placed.

    The Indian Institutes of Technology are known to be filled with the super intelligent young folk, actually young adults, but they are also the places where the most amount of things that should not happen, happen. Especially after studying and assignment  time are over.

    Fun, gags, leg pulling, and several other un-mentionable things take place as some of  the mild engineering students in the day turn into evil Hydes late in the evening. Surely, they will know how to take a joke, right?

    Wrong! As the condom brand Durex from the Reckitt Benckiser stable discovered. 

    Durex chose to sponsor the very famous IIT Moodi Indigo festival in Mumbai in a bid to create awareness about safe sex with protection. (During Mood I fest really, where smoking up is pretty common and you find folks cozying up in hidden nooks and crannies, at least it was the case at one time – the professors and the dean would never guess!).

    Mood Indigo Durex

    Durex decided to take the  ‘pun’ning  route to educate the young ‘adult AI, ML, LLM-obsessed students, many of whom are culturing and  nurturing unicorn start up ideas in their heads.

    The Durex standees had tongue in cheek (pun intended again) slogans: “Always up for a good screw,” “Mood U and I. Play with Durex,” “Here the Feelings are always real! We don’t fake around!,””Here because we found the Jee spot. Play with Durex,””Tonight Won’t Come Twice,””I am always a late-comer” and so on.

    Guess the slogans were, and are worth a laugh. 

    Or at least a giggle.  

    Not for some students though.  They rose up as a crowd and voiced their complaints against the so called “vulgar” jokes.

    And guess what?

    While Durex condoms offer protection, no one came forward to protect Durex. The standees had to be prematurely withdrawn and stacked up in a corner hidden from sight.

    The joke really backfired on Durex.

    So did Durex go wrong?

    Some like experienced marketer and brand custodian Arpita  Yadav think so.

    “Everyone, including me loves the quirk that Durex brings on to their social media, even ads. But not sure if I have ever seen it in an outdoor setting, let alone on a college campus. I am all in for educating kids, but don’t think campus authorities could have ever approved this. Imagine the backlash from parents, teachers, and some students. I am actually on the fence about this one: humour might be the best way for spreading awareness, but is it?,” posted Yadav on Linkedin. (Her post on Linkedin has started quite a discussion on whether Durex was right or wrong; the scales seemed to be weighted in favour of wrong place, at the time of writing.)

    So agency executives and brand managers, hope you will learn from this. It’s different strokes for different folks. (once again, pun intended). 

    (A big thank you to Arpita Yadav for the pictures as well. No copyright infringement is intended)

  • From codes to scents: BSC appoints Rohit Taneja as category lead for fragrances

    From codes to scents: BSC appoints Rohit Taneja as category lead for fragrances

    MUMBAI: In a world brimming with transformative journeys, Rohit Taneja’s story stands out as a masterclass in reinvention. Once immersed in the world of software engineering, Taneja has pivoted his career to become a seasoned product leader.

    Now, as Bombay Shaving Company’s newly appointed category lead for fragrances, he embarks on an ambitious mission to shape the company’s foray into the captivating world of scents.

    Armed with over a decade of expertise in marketing and brand management, Taneja is poised to craft a fragrant legacy that redefines the company’s expansion strategy.

    Taneja’s career began as a software engineer at Infosys. He then transitioned into marketing with DDB Mudra Group, leading brand perception studies for major clients. His tenure at The Goodyear Tire & Rubber Company as a sales manager saw him managing sales across Rajasthan, Madhya Pradesh, and Gujarat. In 2019, Taneja joined Bombay Shaving Company, serving as associate director of consumer insights & marketing. In this role, he focused on understanding Indian grooming and beauty preferences, translating data into actionable insights, and enhancing customer loyalty.

    Taneja holds a Post Graduate Diploma in Communications Management from MICA, where he was among the top students in Account Planning. He also earned a Bachelor of Technology in Electronics & Communication from Uttar Pradesh Technical University.

    In his new position, Taneja will lead the development and marketing of Bombay Shaving Company’s fragrance line, aiming to strengthen the brand’s presence in the men’s grooming market.

    Bombay Shaving Company continues to innovate in the grooming industry, offering a range of products designed to enhance the grooming experience for men across India.

  • Haldiram Foods appoints Nitesh G as VP of sales

    Haldiram Foods appoints Nitesh G as VP of sales

    MUMBAI: After decades of driving sales across the FMCG sector, a seasoned veteran is embarking on a new chapter.

    Nitesh G, a stalwart in the fast-moving consumer goods industry and former chief business officer, has taken on the mantle of vice president of sales at Haldiram Foods International Ltd. Known for his strategic acumen and unmatched expertise, Nitesh’s appointment in December 2024 signals a bold move by the iconic Indian brand to further solidify its leadership in the competitive food market.

    Nitesh announced his new role on LinkedIn, stating, “I’m happy to share that I’m starting a new position as Vice President of Sales at Haldiram Foods International Ltd.”

    With over two decades in the fast-moving consumer goods (FMCG) sector, Nitesh brings a wealth of experience to Haldiram’s. Prior to this appointment, he served as CBO at Mrs. Bectors Food Specialities Ltd, overseeing brands such as Cremica and English Oven.

    Nitesh’s career includes significant roles at Cream Bell Ice Cream, Britannia Industries Limited, and Vodafone, where he honed his expertise in sales and business development.

    In his new position, Nitesh will spearhead Haldiram’s sales strategies, aiming to expand market reach and strengthen the brand’s presence in the competitive snack-food industry.

  • IAB Tech Lab launches programmatic CTV genre guidance for public review

    IAB Tech Lab launches programmatic CTV genre guidance for public review

    MUMBAI: After a quiet pause since its 2020 retirement, the Interactive Advertising Bureau (IAB) Tech Lab is back with a roar, reimagining the digital advertising playbook.

    Known for its pivotal role in shaping online advertising standards, the global body has unveiled an ambitious update to its programmatic connected TV (CTV) guidance, powered by the advanced frameworks of Content Taxonomy 2.0 and 3.1.

    Like a phoenix rising, these updates signal a bold comeback, aiming to eliminate inefficiencies, unify the industry, and set a new benchmark for digital advertising clarity.

    Open for public review until 31 January 2025, the move invites the advertising ecosystem to shape the future of programmatic innovation together.

    The updates, developed by the Taxonomy & Mapping Working Group and Programmatic Supply Chain Working Group, introduce key features:

    . New OpenRTB attributes: genres and gtax

    .  Updated genres list in Content Taxonomy 3.1

    . Specific implementation guidance for CTV genres

    .  Bi-directional mapping between Content Taxonomy 1.0 and Ad Product Taxonomy 2.0

    These enhancements address inefficiencies caused by free-text genre descriptions, which complicate bidstream data interpretation for DSPs. By adopting standardised genres and the gtax framework, the industry can achieve better contextual targeting and more tailored campaigns.

    Content Taxonomy 1.0, deprecated in 2020, still poses challenges for companies relying on older systems, leading to inefficiencies and risks like content misclassification. The new mapping guidance bridges the gap, allowing compatibility between older and newer systems. This ensures DSPs using older taxonomies can effectively read and interpret labels from SSPs leveraging Content Taxonomy 2.0.

    IAB Tech Lab CEO, Anthony Katsur emphasised the significance of these updates, “We’re tackling the complexity head-on. This work is about simplifying the way the industry connects and operates, so businesses can spend less time dealing with friction and more time creating value. It’s a step toward making programmatic advertising smarter, faster, and more reliable for everyone.”

    The updated taxonomies empower publishers and advertisers to categorise content more precisely, enabling curated inventory and privacy-respecting advertising experiences. Features like genres and gtax provide actionable data, making contextual buying strategies more effective.

    Taxonomy & Mapping Working Group associate product manager & co-lead, Katie Shell highlighted the benefits, “This update builds on the foundation of our existing taxonomies, addressing opportunities to enhance efficiency and streamline processes. By introducing these new resources, we’re equipping the industry to work more efficiently and build toward the next generation of taxonomies.”

    IAB Tech Lab invites industry stakeholders to review and provide feedback on the guidance during the public comment period, which closes on 31 January 2025. The input will help refine these tools to align with evolving industry needs.

    “This initiative solves a fundamental challenge for our industry—ensuring that taxonomies integrate effortlessly across platforms,” said Subtextive CEO & principal, Temese Szalai. “By offering these mappings and implementation guidance, we’re addressing inefficiencies and creating real, measurable impact for publishers, advertisers, and platforms alike.”

    For further details and participation in the public comment process, visit IAB Tech Lab’s official page.

  • Pinterest names Soniya Monga from TikTok as VP of global agency sales

    Pinterest names Soniya Monga from TikTok as VP of global agency sales

    MUMBAI: Whether you’re sketching the blueprint of your dream tattoo, curating the perfect product showcase for your e-commerce venture, or piecing together the wedding of a lifetime, Pinterest has become the visual sanctuary where ideas come to life.

    It’s where inspiration takes flight, a platform transforming everyday moments into extraordinary visions.

    And now, leading this global powerhouse into a new chapter of creativity and collaboration, Pinterest has appointed Soniya Monga as its vice president of global agency sales. With her at the helm, Pinterest’s connection to the world’s most creative minds promises to grow even stronger, blending innovation, strategy, and boundless inspiration into a canvas that’s truly global.

    Monga brings a wealth of experience from her tenure at leading technology companies. She previously served as head of US agency partnerships at TikTok, where she managed relationships with major agency holding companies and developed go-to-market strategies for top agency groups in the United States.

    Before her time at TikTok, Monga held leadership positions at Snap Inc., LinkedIn, and Microsoft. At Snap Inc., she led global agency partnerships, empowering agencies and brands to leverage the platform’s advertising opportunities. Her tenure at LinkedIn began in 2010 as one of the earliest employees of LinkedIn Canada, where she contributed to building the company’s advertising business. She later relocated to Hong Kong to manage strategic brand relationships across north Asia, including Korea, Japan, Taiwan, and China.

    Monga holds a bachelor of arts in international economics from McGill University. She has been recognised for her contributions to the industry, including being named to Marketing Magazine’s Top 30 Under 30 in 2013. Additionally, she has served on the board of New York Women in Communications, an organisation dedicated to empowering women in the communications field.

    Expressing her enthusiasm for the new role, Monga stated, “Pinterest is a platform I’ve long admired for its vision and its unique position as a visual search and discovery tool. I’m excited to help grow its role as a positive space for consumers and brands alike.”

    Pinterest’s chief revenue officer, Bill Watkins commented on the appointment, stating, “Soniya has a stellar record of building agency business from the ground up, combining strategic vision, product expertise, and operational excellence. We’re thrilled to welcome her leadership as we continue to strengthen our agency business.”

    Monga’s appointment comes as Pinterest continues to expand its advertising offerings and strengthen its position as a visual discovery platform. Her extensive experience in building and managing agency partnerships is expected to play a pivotal role in driving the company’s growth in the advertising sector.

  • Mahindra Tractors celebrates the underdogs for Kisan Diwas – Farmers!

    Mahindra Tractors celebrates the underdogs for Kisan Diwas – Farmers!

    MUMBAI: In a world powered by AI and technological marvels, where convenience reigns supreme and lifestyles are defined by lattes and luxury, there exists a timeless force often overlooked—our farmers.

    Without them, there’s no favourite meal, no comforting home-cooked dish, no Swiggy, no Zomato – nothing. And yet, how often do we pause to say thank you?

    These unsung heroes, with soil-streaked hands and unyielding spirits, labour tirelessly not for wealth or applause but to nourish a nation. They rise with the sun, weather storms, and endure backbreaking toil, all for a marginal fee, just to ensure that our plates are never empty.

    While the modern world chases corporate perks and glittering paychecks, these guardians of the earth find joy in simplicity, gratitude in hard work, and purpose in feeding millions.

    This Kisan Diwas, Mahindra Tractors, India’s leading tractor brand, reminds us of a debt we can never truly repay. Through their heartfelt campaign, “Did You Thank the Farmer?”, they urge us to pause, reflect, and honour the silent strength behind every meal we consume. It’s not just a celebration—it’s a call to remember, respect, and cherish those to whom we owe our very sustenance.

    The campaign features a vibrant digital film that draws parallels between food delivery personnel and farmers. It acknowledges how urban dwellers regularly thank delivery personnel when receiving food parcels but often overlook the farmers who make every meal possible. Mahindra’s campaign encourages everyone to use Kisan Diwas as an opportunity to show appreciation for farmers, urging people to post messages with the hashtag #ThankYouKisan on social media.

    Kisan Diwas, observed annually on 23 December, honours the legacy of India’s fifth prime minister, Chaudhary Charan Singh, a champion of farmers’ rights. The day is dedicated to recognising the invaluable efforts of farmers across the country.

    Mahindra Tractors’ initiative aligns with its mission to empower farmers through innovative solutions, reliable tractors, and robust financial support. The campaign aims to bridge the urban-rural divide by fostering a sense of gratitude among audiences and highlighting the crucial role farmers play in sustaining the nation.

    Express your gratitude to farmers by posting messages on social media platforms such as YouTube, Instagram, or Facebook with the hashtag #ThankYouKisan.

    Watch the video here:

     

     

    Mahindra Tractors continues its commitment to supporting farmers, celebrating their dedication through this initiative, and urging the nation to acknowledge their contributions every day. Let us rise together, not just in gratitude, but in action, to honour their toil and ensure they too reap the fruits of their endless devotion.

  • Bookmyshow brings festive cheer with ‘You Make the Excuse, We’ll Make the Plan’

    Bookmyshow brings festive cheer with ‘You Make the Excuse, We’ll Make the Plan’

    MUMBAI: Picture this: It’s 24 December, and your boss sends a late-night email about a year-end report. You glance at the clock-it’s almost Christmas. The scent of gingerbread wafts through the air, twinkling lights paint your living room, and your family awaits a cozy movie marathon.

    But instead of holiday cheer, you’re drafting excuses: ‘Family emergency’, ‘Last-minute volunteering’, or the classic, ‘Wi-Fi issues’.

    Enter Bookmyshow with its cheeky campaign, “You Make the Excuse, We’ll Make the Plan”.

    Aimed at the excuse-spinning, memory-making crowd, this initiative captures the chaotic charm of the festive season. It nudges us to swap the guilt for good times-whether it’s a concert under the stars, a theatrical masterpiece, or a blockbuster movie night.

    Because, let’s be honest, between spreadsheets and stage lights, what truly matters are the moments spent with those who make life a celebration.

    After all, deadlines can wait, but New Year’s fireworks? They won’t.

    The campaign shines a spotlight on the seasonal tug-of-war between professional responsibilities and festive celebrations. With hilarious portrayals of employees drafting imaginative leave excuses—from celebrating a cousin’s goldfish’s birthday to answering the irresistible call of the mountains—Bookmyshow highlights the joys and challenges of the year-end rush.

    The narrative unfolds through two engaging videos. One captures the employees’ perspective, showcasing their comical efforts to justify time off for entertainment plans booked on Bookmyshow. The other flips the script, offering the boss’s viewpoint as they navigate a wave of creative leave applications, eventually succumbing to the festive cheer themselves with an out-of-office email, “Finding my Inner Peace.”

    The campaign urges audiences to laugh at relatable workplace moments and embrace the holiday spirit by booking their festive plans early.

    Bookmyshow head of marketing, Dolly Davda shared her thoughts, “As the year comes to a close, the festive season offers a perfect opportunity to pause, relax and celebrate. With ‘You Make the Excuse, We’ll Make the Plan,’ we’ve captured the relatable humour, where balancing responsibilities and revelry becomes part of the holiday tradition. This campaign encourages people to take a well-deserved break and focus on what truly matters—spending quality time with loved ones and creating unforgettable memories.”

    Adding to the campaign’s charm, leading brands joined the fun with quirky out-of-office replies. From Maybelline India’s “OOO or not, servin’ looks is our top priority” to Swiggy India’s cheeky “Sounds like a January problem”, the campaign sparked a wave of festive humour, resonating with audiences across platforms.

    Whether it’s grabbing tickets to blockbuster movies, live performances, nature treks, or spectacular New Year’s bashes, Bookmyshow promises seamless planning for all entertainment needs. This campaign reminds audiences that the holiday season is all about cherishing moments and embracing the joy of celebration.

    Still mastering the art of excuses?

  • Dabur launches Herb’l kids toothpaste with Iron Man and Elsa

    Dabur launches Herb’l kids toothpaste with Iron Man and Elsa

    MUMBAI: In a world brimming with chemicals, today’s parents often find themselves longing for the same thoughtful care their elders trusted.

    Just as Dabur won hearts across generations with the timeless goodness of Chyawanprash, they’re now extending that legacy of trust to the tiniest smiles in the family.  

    Introducing Dabur Herb’l Kids Toothpaste—crafted for tiny teeth with no added chemicals, a strawberry-sweet promise of cavity protection, and the playful charm of Iron Man and Elsa from Frozen.

    It’s not just toothpaste; it’s Dabur’s way of saying they’ve got your little ones’ backs, just like they had ours all along.

    The toothpaste, crafted with natural ingredients, aims to motivate children to brush regularly while ensuring their oral health. It is free from fluoride, parabens, peroxide, triclosan, and SLS, making it a safe choice for parents.

    Dabur India Limited, EVP – marketing, Abhishek Jugran highlighted the product’s purpose, “We are very happy to enter the kids’ toothpaste category with ‘Dabur Herb’l Kids Toothpaste.’ The two toothpaste variants have been designed specifically for boys and girls. Enamel on kids’ teeth is much thinner than that of an adult’s teeth, making them naturally prone to cavities. The new Dabur Herb’l Kids toothpaste, specially formulated for kids with all-natural ingredients, forms a protective layer over their enamel and fights decay-causing germs and bacteria. This new product will help motivate kids to brush and inspire parents to further instill healthy oral care habits at an early age.”

    Priced at Rs 195 for 80g, the toothpaste is available in two variants: Iron Man for boys and Elsa for girls. This collaboration with Disney Consumer Products ensures the toothpaste appeals to fans of these iconic characters, making brushing a fun and engaging activity.

    Dabur India Ltd., marketing head – oral care, Prashant Agarwal added, “Dabur continues to set a benchmark in the oral care industry by merging herbal wisdom with scientific innovation to provide effective solutions for oral health needs. The toothpaste has been made with researched herbal remedies and has 0% Fluoride, Paraben, Peroxide, Triclosan, and SLS. It protects against cavities, restricts bacterial growth, and promotes healthy teeth and gums. We are confident that the new Dabur Herb’l Kids Toothpaste will be loved by kids and trusted by parents. Each pack also has a QR Code enabling parents and kids to play a game, and lucky winners can get Iron Man and Elsa collectibles.”

    Dabur Herb’l Kids Toothpaste is now available on e-commerce platforms and will soon be stocked in modern trade outlets. With its emphasis on safe, natural care and an exciting brushing experience, Dabur is set to redefine oral care for kids.

  • Deepali Jain gets expanded insights head role at Marico

    Deepali Jain gets expanded insights head role at Marico

    MUMBAI: The fragrance of promotion and greater responsibility on most occasion smells good. As it has in the case of Deepali Jain who has been promoted and seen an expansion  in her role  to partner – head consumer technical insights + perfumery + design (India + international businesses) at Marico.

    A hard core-research oriented professional, Deepali, has progressed in a sustained manner over the 10 years and eight months she has been at the firm. Beginning as a consumer insights manager – innovation and technology she was promoted to principal manger – consumer science after a period of nearly five years. Another four years of consistency saw her being promoted to head consumer insights for hair care, personal care  and male grooming – a position from which she got another promotion.

    Before joining Marico Deepali spent three and a half years as group project director at TNS Global and nearly seven years at Nielsen beginning as a research executive and rising to consumer insights manager working on some of the top FMCG brands.

    “A big thank you to my incredible insights, perfumery, and design team, members at R&D and across geographies for their invaluable support. Looking forward to work for together to drive Marico’s success. Here’s to many more exciting milestones and achievements,!” said Deepali while announcing her expanded role at the Harsh Mariwala-founded company.