ITV

Category: Media and Advertising

  • Reset reinvents brand with Landor, embracing wellness and holistic healing

    Reset reinvents brand with Landor, embracing wellness and holistic healing

    Mumbai: Reset, known for its scientifically backed, patented pain-relief products, has entered a new era in wellness and nutrition through a transformative partnership with Landor, the global leader in strategic brand development. Aiming to create a distinct identity in the crowded wellness landscape, Landor has crafted a revitalised Reset brand rooted in simplicity and authenticity, with a core idea of ‘Dose of Goodness’. This fresh concept blends scientific efficacy with emotional healing, setting Reset on a new course as a comprehensive wellness brand.  

    Venus Consumer Healthcare Division president, Saransh Chaudhary shared his excitement: “We are incredibly excited about the evolution of  our brand thanks to our partnership with Landor. This collaboration has exemplified a  powerful alignment of brand strategy with evolving consumer preferences. As we  navigate the competitive and cluttered wellness landscape, Reset needed to stand out  and resonate with our customers in a meaningful way. With Landor’s expertise and  guidance, we have been able to redefine our brand to be more approachable and aligned  with the evolving preferences of our consumers while embracing simplicity and  authenticity in an overwhelming market. We are proud to emerge as a distinguished  brand in the wellness industry, offering a holistic approach to well-being that goes beyond  traditional pain relief products. This brand transformation exercise has truly been a game changer for Reset, setting us on a path towards continued success and growth.”

    Landor India, general manager, Ritu Nakra further explained, “Choosing the ‘right’ wellness brand can be challenging  in a saturated market. We aimed to streamline brand communication and create a  contemporary, relatable identity for Reset that aligns with the current holistic wellness  environment. The concept of ‘Dose of Goodness’ presents a revitalised visual identity and  an engaging tone that portrays wellness as a journey of self-care. It captures the synergy  of scientific principles and the emotional aspects of healing, facilitating a smooth and  enjoyable wellness experience for consumers. Our comprehensive self-care lifestyle is  crafted to inspire feelings of healing, joy, and renewal, moving beyond conventional  wellness definitions. By celebrating emotions and drawing from experiences such as ‘a  siesta on a hammock’ or ‘the sensation of rain,’ we seek to forge a profound connection  with our audience’s aspirations for holistic wellness. Our strategy, characterised by a  fresh, balanced, and uplifting visual identity, is designed to foster a significant  relationship with consumers on their wellness and self-care journey.

    Landor’s comprehensive rebranding captures the essence of wellness beyond traditional self-care by integrating feelings and experiences—like the sensation of rain or relaxation in a hammock—into Reset’s new visual identity. With this uplifting, balanced brand approach, Reset’s new image has already led to increased website traffic, stronger social media engagement, and high recognition. The brand has not only carved out a distinct presence in the wellness market but also earned titles like India’s Best Brand and Most Trusted Brand, further cementing its connection with wellness-focused consumers.  

  • Jindal Stainless celebrates Diwali with #SwitchToStainless for a greener future

    Jindal Stainless celebrates Diwali with #SwitchToStainless for a greener future

    Mumbai: Jindal Stainless, India’s largest stainless steel producer, launched a compelling new video this Diwali, encouraging people to #SwitchToStainless for a cleaner, more sustainable celebration. As India’s plastic waste surges to 9.3 million tonnes annually, the video joins the growing movement against plastic pollution, urging everyone to embrace sustainable, reusable materials in festive traditions.  

    With a playful, tongue-in-cheek approach, the video highlights the rampant plastic waste generated during the holiday season and shows how stainless steel can be effortlessly integrated into Diwali celebrations. Through vivid visuals, the campaign illustrates everyday instances where stainless steel can replace single-use plastic, advocating for a shift toward eco-friendly choices.  

    Jindal Stainless, head of corporate communications, Sonal Singh shared her thoughts on the campaign: “This video is a metaphorical take on the need to remember our responsibilities even in the midst of festivities – an undertaking that unearths our true spirit and character – of living in harmony with nature. At Jindal Stainless, our vision is to create a greener tomorrow, and this video is a small effort of our larger commitment to driving sustainable choices. We envision Diwali to be a celebration of not just light, but also conscious living, ensuring a cleaner, greener future for generations to come.”

    The video emphasises stainless steel’s durability, recyclability, and role in promoting a zero-waste lifestyle. With this campaign, Jindal Stainless aims to inspire eco-consciousness this Diwali, spotlighting stainless steel as an ideal sustainable material to reduce waste and pollution.  

  • Sunfeast debuts premium café-style cookies exclusively for e-commerce

    Sunfeast debuts premium café-style cookies exclusively for e-commerce

    Mumbai: Sunfeast Baked Creations has unveiled its exclusive new Global Gourmet Cookies range, inspired by the café culture worldwide, just in time for the festive season. This premium e-commerce-only range showcases international flavors, crafted with fine ingredients sourced globally, designed to satisfy India’s cookie connoisseurs and bring café-style indulgence to their homes.  

    The collection includes three unique varieties: Rich Choco Chip, Oats & Hazelnut, and Walnut & Choco Chip Cookies. Each flavor highlights premium ingredients, like Belgian choco chips in Rich Choco Chip, California walnuts in Walnut & Choco Chip, and Turkish hazelnuts in Oats & Hazelnut. These cookies are packaged in vibrant, sophisticated designs, making each box a true delight for gifting and self-indulgence alike.  

    ITC Foods, COO of biscuits and cakes, Ali Harris Shere commented, “Ecommerce is growing exponentially and consumers today are more willing than ever to pay a premium and explore unique, indulgent international formats and flavours when it comes to their snacking choices. The premium segment, now making up almost 15 per cent of cookie sales on e-commerce, represents a growing market that Sunfeast Baked Creations aims to capture. This is a one-of-a-kind launch offering a cookie experience that recreates the same experience you have in an international café and it combines the best of global ingredient and local craftsmanship.”

    The new Sunfeast Baked Creations Gourmet Cookies range, with pricing starting at Rs 130 for a 120-gram pack, is exclusively available through ITC’s online store and on quick-commerce platforms like Blinkit and Zepto.

  • Castrol India appoints Kedar Lele as managing director

    Castrol India appoints Kedar Lele as managing director

    Mumbai: Castrol India has announced the appointment of Kedar Lele as its new managing director, effective 1 November 2024.

    Kedar joins Castrol India after an illustrious two-decade-long career at Hindustan Unilever (HUL), where he last served as the executive director of the company, responsible for sales & customer development, South Asia. With his deep expertise in leading high-performing teams, driving growth, and fostering innovation, Kedar is set to play a pivotal role in steering Castrol India’s future in the evolving automotive and lubricants industry.

    Castrol India chairman Rakesh Makhija said, “We are delighted to welcome Kedar to Castrol India. His vast experience in driving growth and leading large teams in complex markets makes him an outstanding choice to lead Castrol India. I would also like to take this opportunity to thank Sandeep for his exceptional leadership over the past few years. His contributions have been invaluable in strengthening our position in the market, and we wish him success in his new global role.”

    Lele said, “Castrol is a widely recognised brand in the lubricants industry, and I am very excited to lead Castrol India in its next leg of growth and transformation. A key priority for me will be to continue to expand our portfolio coupled with effective deployment models to drive business growth. We will continue to use our trusted brand, innovative product portfolio and cutting-edge technology to stay at the forefront of India’s mobility sector. My experience of working with different categories and geographies has prepared me well to build winning teams while cultivating a spirit of innovation and discipline of execution excellence that aligns with Castrol’s ambitious growth plans.”

    To ensure a smooth leadership transition, Kedar has been collaborating with outgoing managing director Sandeep Sangwan since 1 September 2024. This period has enabled Kedar to gain insights into the company’s operations and build relationships with key stakeholders.

    Sandeep will take on the role of global chief marketing officer at Castrol’s headquarters in London starting 1 November 2024.

    With Kedar leading in India, Castrol is positioned for ongoing success in the region. The company remains focused on maintaining its market position, driving innovation, and creating value for its stakeholders.

  • Godrej L’Affaire launches #CelebratingAcceptance campaign

    Godrej L’Affaire launches #CelebratingAcceptance campaign

    Mumbai: Godrej L’affaire, the lifestyle platform by Godrej Industries Group, continues its #CelebratingAcceptance campaign this Diwali with a brand film promoting love and equality in relationships. The story follows young Shlok, who learns from his neighbour, Aunt, about embracing diverse family dynamics. As he participates in Diwali celebrations, Shlok observes different customs and learns that traditions are best enriched through acceptance.

    Featuring Ankit Andulekar and Shailesh Gupta as a same-sex couple, the film conveys the message: ‘Riwaazo se Rishte nahi Bante’ (Relationships aren’t built on traditions) but rather, ‘Hum rishton se Riwaaz banate hai’ (We create traditions through relationships). Through Aunt’s metaphor, ‘Brown ho ya colourful, hai toh dono mitti ke diye na’ (Brown or colourful, every diya is made from the same clay), Shlok learns to appreciate all forms of love without bias. He becomes a young ambassador of change, embracing inclusion and reinforcing that Diwali and the relationships it celebrates are for everyone.

    celebratingacceptance

    Godrej Industries Group chief communications officer, corporate brand and communications Sujit Patil said, “Festivities in India are deeply entrenched in tradition. With this film Godrej L’Affaire aims to generate conversations around widening traditional norms. We hope to spark meaningful conversations around love that transcends norms. Diwali is a time of celebration and connection, and we believe that the light of acceptance should shine equally bright for everyone—regardless of who they love. At its heart, this film reflects the beauty of relationships built on authenticity, reminding us that true joy comes from embracing one another just as we are. We hope it inspires people to celebrate relationships in all their forms and create traditions that are rooted in love.”

    Godrej DEI Lab head Parmesh Shahani said, “Godrej Industries Group has a dedicated diversity and inclusion vertical, the Godrej DEI Lab, committed to workplace inclusion and we were delighted to collaborate on this important project. Through this campaign, we hope to encourage viewers to expand the idea of tradition and love their family members in all their beautiful diversity, just as the mother in this video has done. Our efforts in this direction coincide with the recent steps of the government’s department of social justice and empowerment (DoSJE), which had invited inputs of stakeholders and the public at large, so as to ensure that policies and initiatives regarding LGBTQI+ community are inclusive and effective. The Department of Financial Services (DFS) has issued an advisory that there are no restrictions for persons of the queer community to open a joint bank account and to nominate a person in queer relationship as a nominee, while the ministry of health and family welfare has issued letters to all stakeholders including all States/UTs to take measures to ensure the rights of LGBTQI+ community. We believe that through videos like this, we can share with viewers how invaluable support from family members empowers the LGBTQIA+ community to truly make every milestone in their lives a celebration of inclusion.”

    AGENCY09 senior content creator Aadie Sawant, the ideator & screenplay writer for this campaign added, “Familiarising children to different concepts, different perspectives is important. Most queer individuals spend their childhood being indoctrinated to a “straight” way of living. Letting them know that it’s okay to pursue what seems right to you is crucial, so as to not affect their adult life. I’m happy that I got to share this narrative of acceptance and love.”

    This Diwali, join Godrej L’affaire in embracing a significant step towards fostering a society where love knows no bounds and where all relationships are cherished.

  • 82.5 Communications appointed as creative agency for JSW MG Motor India’s product campaign

    82.5 Communications appointed as creative agency for JSW MG Motor India’s product campaign

    Gurugram: 82.5 Communications, part of the Ogilvy group, has been appointed as the new creative partner for an upcoming campaign of JSW MG Motor India. 82.5 Communications will be responsible for enhancing visibility and customer engagement of JSW MG India’s upcoming product across digital, social, and traditional platforms.

    The partnership with 82.5 Communications aligns with JSW MG Motor India’s vision to not only stay ahead of the curve in the automotive industry but also highlight the brand’s forward-thinking approach to mobility, technologies and connected car. With a strong focus on developing marketing initiatives that resonate with brand’s ethos and appeal to a diverse and dynamic audience, this collaboration is set to bring fresh, innovative ideas and compelling narratives to the marketing strategies of JSW MG India.

    Commenting on the partnership, JSW MG Motor India head of marketing, Udit Malhotra said, “At JSW MG Motor India, we are constantly exploring innovative ways to engage with our customers and create memorable brand experiences. Our partnership with 82.5 Communications is an exciting step towards delivering impactful, creative and immersive solutions to our discerning customers. Their innovative approach, combined with deep understanding of automotive landscape, makes them the perfect partner to lead the mandate for our upcoming product campaign.”

    82.5 Communications – India said CCO, Anuraag Khandelwal said, “I’m stoked to join forces with JSW MG, the legendary British motoring brand that’s been fueling adrenaline junkies since a 100 years! From the vintage 14/28 Super Sports car to the sleek 1967 Roadster, and now the electric MG ZS EV, MGs always pushed the pedal to the metal on innovation, radical style, and sheer driving pleasure.  More of the same spirit is now seen in their hatchbacks, sedans, and SUVs.

    At 82.5, we’re buckled up and raring to collaborate, innovate, and shift communication into high gear!”

    82.5 Communications president, North & East, Chandana Agarwal said, “We are thrilled to have been awarded the  mandate for the new campaign of JSW MG India. This partnership marks a significant milestone for us, as MG is an iconic brand. We look forward to partnering them as they grow in the country, creating impactful work that resonates with their legacy and drive future growth together. It is a testament to the team work at 82Point5, we as a team demonstrated hunger and an understanding of the category that got us the business in a competitive multi agency pitch.”

  • Upstox announces ‘Iss Diwali, Kuch Naya’ campaign

    Upstox announces ‘Iss Diwali, Kuch Naya’ campaign

    Mumbai: Upstox has unviled its new brand campaign for Muhurat Trading, aimed at promoting equity participation this Diwali. Muhurat trading, a traditional practice in Indian markets during Diwali, symbolises wealth and prosperity. This year, Upstox encourages users to start a new tradition by investing in stocks, mutual funds, or Gold ETFs and MFs.

    The campaign’s message, ‘Iss Diwali, Kuch Naya,’ emphasizes building new investment habits while respecting tradition. Through a story of a multigenerational family celebrating Diwali, Upstox illustrates how family traditions can expand to include investing together using the Upstox app.

    Upstox co-founder Kavitha Subramanian said, “Muhurat trading has always been a significant tradition for the investor and trader community, symbolising the start of the new year. Through our latest campaign, we want to take this auspicious occasion a step ahead. We want to inspire every Indian, —whether a seasoned trader or a first-time investor—to strengthen their investment journey with ‘kuch naya’, fostering a legacy of financial security and prosperity for the future.”

    Earlier this month, Upstox introduced new trading features powered by Tick-By-Tick data, branded as the ‘TBT Engine,’ aimed at providing retail traders with access comparable to institutional levels. Upstox seeks to boost trading participation this Diwali, enabling customers to have a more informed and efficient experience on its platform.

    Upstox currently serves over 1.3 crore customers, 75 per cent of whom are millennials, with approximately 70 per cent being first-time investors, and 85 per cent of these from tier two and three cities. Adding around five lakh new customers each month, Upstox continues to support investors in building wealth and securing their financial futures for themselves and their families.

  • Flipkart Minutes makes Diwali lit with special glasses

    Flipkart Minutes makes Diwali lit with special glasses

    Mumbai: As India gears up for the dazzling celebration of Diwali, Flipkart Minutes is reminding everyone that the sparkle of the festival is everywhere, if only you look at it through the right lens. This Diwali, Flipkart Minutes is bringing the magic of the festival to life with their unique ‘DiwaLIT glasses,’ a special pair of glasses that transform any light into a dazzling display.

    The DiwaLIT glasses are a fun and innovative way for the quick-commerce brand to remind people that, just as it delivers everything within ten minutes, these glasses can instantly ignite the festive sparkle the moment they’re worn.

    These festive glasses, which were a surprise addition to select orders during the Diwali season, have captured the imagination of customers, who have taken to social media to share their experiences with the dazzling spectacle.

  • Hashtag Orange unveils Monte Carlo’s 2024 winter campaign

    Hashtag Orange unveils Monte Carlo’s 2024 winter campaign

    Mumbai: Hashtag Orange has partnered with Monte Carlo to lead the concept and execution of its 2024 winter campaign, blending innovation and technology to enhance creative storytelling.

    For 40 years, Monte Carlo has been a trusted name in Indian fashion, evolving from luxury knitwear to all-season styles. The 2024 winter campaign aims to connect with audiences, offering stylish and comfortable fashion for the upcoming season.

    From concept to completion, Hashtag Orange brought the legacy brand’s vision to life, integrating Monte Carlo’s iconic tagline, ‘It’s the way you make me feel’. The agency also created an original song, now a brand asset, which has gained notable attention, marking a success for both teams.

    Hashtag Orange founder Mukesh Vij said, “Collaborating with Monte Carlo for their Winter Campaign 2024 has been an incredible journey for us. Our goal was to push creative boundaries while setting a new standard for the industry and we’re proud to have brought this vision to life. The positive reception so far is a testament to the hard work and innovation that went into every step of the process.”

    Hashtag Orange co-founder and chief creative officer Amit Shankar shared, “This campaign has been a defining milestone for both Hashtag Orange and Monte Carlo. From the drawing board to the finished project, our team poured their hearts into this campaign and the overwhelming response so far is a testament to that effort. The success we’ve achieved together has set a new benchmark for future collaborations. We are excited about what’s to come and look forward to continuing this momentum.”

    Monte Carlo executive director Monica Oswal said, “Collaborating with Hashtag Orange has been an absolute pleasure. Their strategic insights and creative flair have played a significant role in turning our aspiration for this campaign into an exceptional result. We look forward to partnering with them for more such projects in the future.”

  • Kai India unveils ‘Namaste Samurai’ campaign

    Kai India unveils ‘Namaste Samurai’ campaign

    Mumbai: Kai India has announced the launch of its new advertising campaign, ‘Namaste Samurai.’ This innovative campaign features Kai India’s MD Rajesh U Pandya as the face of the brand, representing the precision and craftsmanship that the brand is known for.

    The ‘Namaste Samurai’ campaign showcases Kai’s premium Japan prime range of kitchen knives, emphasising their cutting-edge design, 100 per cent stainless steel blades, and strong grip handles. The campaign blends modern product innovation with a unique visual that captures attention — Rajesh U Pandya wears a traditional samurai-inspired look, symbolizing precision and strength, two attributes that define Kai products.

    Kai India head of marketing Hitesh Singla said, “Our new campaign is designed to captivate consumers by portraying the strength and precision behind Kai knives. With ‘Namaste Samurai,’ we aim to highlight the bond with Japanese tradition and Indian needs, which are crafted to meet the highest standards of quality, making them the perfect choice for home chefs and professionals alike.

    The campaign’s tagline, ‘For Delicious Life,’ communicates Kai’s mission to provide kitchen solutions that enhance the culinary experience. With Japanese precision engineering, Kai’s kitchen knives deliver exceptional sharpness and durability, ensuring that every meal is prepared with ease and perfection.”

    The ‘Namaste Samurai’ campaign positions Kai India’s Japan prime knives as the ultimate kitchen tools, designed for performance and longevity. Available through major retail channels including Reliance, Metro, DMart, Spencer’s besides e-commerce platforms like Amazon, Flipkart and Kaiindiaonline.com; Kai knives bring professional-grade craftsmanship to the modern Indian kitchen and aims to become a household name in India.