ITV

Category: Media and Advertising

  • Cheil X launches ‘Live Business Class’ campaign for MG Windsor

    Cheil X launches ‘Live Business Class’ campaign for MG Windsor

    Mumbai: Cheil X has launched a new campaign for the MG Windsor, in collaboration with Jsw MG Motor India. Titled ‘Live Business Class,’ the campaign highlights the luxury and comfort of driving the MG Windsor, comparing it to the premium experience of business-class air travel.

    The campaign film presents the MG Windsor as a business-class experience on the road, making luxury accessible to Indian consumers. It features eight films across digital platforms, following a family of four as they enjoy the vehicle’s innovative features like the infinity view glass roof, aero-lounge seats with 135° recline, and the 15.6-inch GrandView infotainment screen.

    Cheil X national creative director Amit Nandwani who has penned the lyrics, remarked, “The moment we sat inside the Windsor EV, it felt like the business class of a plane. And so the line ‘Live Business Class’ was born. The launch film brings alive the idea by juxtaposing airline business class shots with the premium luxury experience offered by the car. A heart-warming song captures the feeling of being inside the Windsor EV. What follows is a series of light-hearted ads where each ad highlights its industry-first features through playful banter of characters in the family.”

    Jsw MG Motor India head of marketing Udit Malhotra said, “The ‘Live Business Class’ campaign is all about redefining premium travel. Our goal is to create a connection with consumers who aspire to elevate their driving experience, much like traveling business class on an airplane. Similarly, with MG Windsor, we aim to bring a world-class experience to Indian roads, one that combines luxury, innovation, and sustainability. MG Windsor is not just a car, it’s a lifestyle choice for those who appreciate indulgence in every aspect of their travel. This campaign reflects how we envision the future of travel, where comfort, premiumness and technology come together seamlessly.”

    Cheil X-Delhi chief growth officer Neeraj Bassi said “The campaign taps into the aspiration of India beyond the metros, and makes the premium travel experience, akin to business class, available to everybody. It’s a completely reimagined approach to travel where the spotlight is back on how you feel when you are inside the car. Live business class builds on the indulgence and experience of immersive travel.”

    The launch of the MG Windsor follows a two-month teaser campaign across digital and social media, featuring influencer collaborations, content, and teaser videos building anticipation.

    The MG Windsor offers focused on comfort and technology. It includes aero lounge seats with a 135° recline, a 604-liter boot, and an IP67-certified 38kWh battery with four driving modes (eco+, eco, normal, and sport). The infinity view glass roof and a 2700 mm wheelbase add a sense of space, while the 15.6-inch grandview touch display provides seamless navigation and entertainment.

    Equipped with the MG-Jio innovative connectivity platform, the Windsor supports home-to-car functionality and over 100 voice commands in multiple Indian languages. With 80-plus connected features like real-time navigation, remote control, and safety alerts, the MG Windsor delivers a smart, connected driving experience.

  • Edit Kovács joins Accedo as VP Emea & Latam

    Edit Kovács joins Accedo as VP Emea & Latam

    Mumbai: Global video solutions provider, Accedo has appointed proven media industry leader, Edit Kovács, as vice president of Emea & Latam. Reporting to Martin Sebelius, CEO, of Accedo video solutions, she will lead teams in eight locations across Europe and LatAm, serving customers across the region with a combination of customer-centric services and software.

    Edit brings over 15 years of experience in developing and managing successful products and services across technology companies in the media, finance and energy sectors. Most recently, as CEO of InPlayer, she successfully led its acquisition by JW Player. During her time with the company, she led the development of a video streaming platform for broadcasters. Edit’s career also features impactful roles at Amazon Prime Video, Revolut and Shell, where she played a key role in enhancing the user experience for millions globally.

    Emea and Latam VP Edit Kovács commented, “I am excited to join Accedo, a company with such a rich history of innovation and leadership. By leveraging our innovative solutions, deep industry expertise, and the exceptional talent of our team, we are well-positioned to address both the evolving challenges of the industry and to expand more into offering OTT managed services. I look forward to contributing to Accedo’s continued success and growth.”

    Accedo video solutions CEO Martin Sebelius added: “Edit Kovács has many years of valuable media tech experience and will be able to lead our Emea & Latam business unit into a future characterised by OTT managed services. She brings a mix of solid people leadership, agility, and industry knowledge that will help Accedo meet complex customer challenges.”

  • Fixderma appoints Preetam Jena as chief marketing officer

    Fixderma appoints Preetam Jena as chief marketing officer

    Mumbai: Fixderma has announced the appointment of Preetam Jena as its chief marketing officer and the head of ecommerce. Preetam took charge in this year kicking off major marketing associations with IPL’s Delhi Capitals and SplitsvillaX5.

    With 15 years of rich experience across ecommerce, digital marketing, and martech, Preetam has held leadership roles in both India and Southeast Asia. His data-driven approach and deep understanding of the ecommerce landscape have consistently translated into strong brand growth and increased customer engagement.

    At Fixderma, Preetam leads the entire marketing function, reporting directly to co-founder and CEO Shaily Mehrotra.

    “We’re excited to finally make this official,” said Mehrotra. “Preetam’s creativity and marketing expertise have already made a mark. His ability to craft compelling brand narratives and drive impactful campaigns will help elevate Fixderma to new heights in the skincare industry.”

    On his appointment, Preetam added, “Joining Fixderma has been an exciting journey from day one. I look forward to working with the team to create strategies that not only grow the brand but also resonate deeply with our consumers. We’re just getting started.”

  • Paytm Ads & Meesho partner to leverage soundbox for mega sale

    Paytm Ads & Meesho partner to leverage soundbox for mega sale

    Mumbai: One97 Communications (OCL) which owns the brand Paytm, a payments and financial services distribution company and the pioneer of QR, Soundbox and mobile payments, today announced the expansion of Paytm Soundbox Ads. The industry-first solution enables brands to advertise their products and services through Paytm Soundbox, where the ad will play after the transaction.

    During its sale, Meesho is the latest brand to partner with Paytm Ads on the soundbox. This partnership signals a new benchmark in audio advertising, transforming the moment a transaction is completed offline into a potential online purchase through the Meesho app. By unlocking demand for e-commerce in Bharat, Meesho is making online shopping accessible and affordable for a large segment of the population. The brand takes pride in democratising e-commerce, ensuring that even the most remote towns can enjoy the convenience and joy of festive shopping online.

    With Paytm Soundbox Ads, brands can leverage Paytm’s leadership in merchant payments and can build brand recall for advertisers. The company’s innovative in-store marketing solution empowers brands to play their advertisements on the iconic Soundbox devices across all points of sale.

    The Soundbox audio advertisements aim to seamlessly integrate branding and messaging between companies and consumers. Paytm Soundbox Ads can be customised for different geographies as the auto-assisted device supports 11 languages, including English, Hindi, Tamil, Telugu, Kannada, Marathi, Malayalam, Bengali, Gujarati, Punjabi and Odia. Paytm has partnered with several brands, including Coca-Cola for Sprite, Mondelez for Oreo biscuits and Dabur for Odonil, among others for Soundbox Ads.

    Paytm spokesperson said, “As the leader in merchant payments, we are bringing innovative opportunities for brands to leverage our reach. Paytm Soundbox is one of the most preferred payment devices and the latest Ads solution is a first-of-its-kind offering for brands in the industry. The scale of Paytm Soundbox distribution ensures that marketers and brands can reach their audience in various cohorts of state, city or language for a targeted & meaningful reach. Through this unique solution, brands can increase customer engagement within a shorter duration while taking it beyond online marketing. ”  

    Meesho director-brand marketing Soumitra Choubey said, “The sale season brings a lot of excitement among our consumers. In a cluttered time like this, it’s not just what you say, but how you say it. Capturing attention and hacking memory structures has become increasingly challenging. For our marquee sale of the year, it was imperative that we lead with innovation. Creativity is a business multiplier. and this simple but wild activation is a testament to that.”

    The creative agency for the film was talented and the Media partner was Carat Denstu. 

  • Gowardhan Sweets launches TVC and DVC campaign

    Gowardhan Sweets launches TVC and DVC campaign

    Mumbai – Parag Milk Foods Ltd. has announced the launch of its festive campaign featuring a new TVC and DVC for its Gowardhan Khushiyan Mithai range. This premium range of sweets will be promoted through the film, which aired across all channels, marking the Dussehra celebration. This campaign emphasises the brand’s commitment to purity and quality, following a successful pilot earlier this year in Pune, Nashik, and Ahmednagar, which is now expanding to multiple regions across India.

    The festive season typically brings a surge in sweet consumption, with pre-festive sales showing a 55 per cent increase. The traditional packaged Indian sweets market was valued at Rs 6,000-7,000 crore in 2023. However, as demand peaks, consumers increasingly worry about the quality and purity of the sweets they purchase due to the heightened risk of adulteration.

    The core message of the TVC, “Na bhakti me na bhog me na mithai me, milavat kahi bhi nahi honi chahiye”, highlights the importance of purity in every aspect of life—whether in devotion, offerings, or food. The commercial beautifully showcases a traditional pooja thali being set up, followed by the delicious Gowardhan Khushiyan sweets—Kaju Katli, Kesar Pedha, Malai Pedha, and Kaju Pista Roll—being generously made with pure Gowardhan Ghee, symbolising the authenticity and purity of these festive delicacies. The film concludes with the line, “This season bring home the purity of Gowardhan Khushiyan Mithai,” urging consumers to choose sweets made with shatpratishat shuddh (100% pure) ingredients.

    There is an increasing demand for transparency and purity in food, especially during the festive season when families celebrate with sweets,” said Parag Milk Foods Ltd executive director Akshali Shah. “Reports of adulterated mithai have raised concerns, and our latest campaign aims to address this by emphasizing our commitment to quality. We are proud to introduce Khushiyan Mithai, crafted with 100% pure Gowardhan Ghee, ensuring sweets that are not only delicious but also safe for consumption. As the festivities draw near, we offer a premium selection that upholds the highest standards of purity, allowing families to celebrate with purity. For us, purity is not a luxury but a standard that should be upheld, especially in our cherished traditions.”

    “We understand the deep emotional connection Indians have with sweets, especially during festivals,” added BelieveTrinity founder Samarth Shrivastava, the agency behind the new campaign.  “Many times, we are unsure whether the Mithai that we buy has been made with 100% pure ingredients, our campaign assures consumers that with Gowardhan Khushiyan Mithai, they’re bringing home not just sweets, but a promise of purity and tradition.

    The TVC and DVC are now live and will be aired across regional TV channels and digital platforms in Maharashtra, Gujarat, and Delhi NCR, reaching the right target audience The film is also available for viewers nationwide on YouTube.

    Consumers can conveniently purchase Gowardhan khushiya Mithai through major online platforms, including Amazon, Flipkart, and quick-commerce services like Blinkit in Mumbai, Pune, Ahmedabad, and Delhi NCR, making it easier to bring the taste of pure celebration home this festive season.

  • AnyMind Group names Siddharth Kelkar & Aditya Aima to lead India & MENA

    AnyMind Group names Siddharth Kelkar & Aditya Aima to lead India & MENA

    Mumbai: AnyMind Group has announced that MD of performance business – Siddharth Kelkar, and MD of growth markets – Aditya Aima, will take on additional roles as co-managing directors for India and MENA.

    They will take over from Rubeena Singh, who leaves on 15 October 2024. Kelkar and Aima, who joined AnyMind through the acquisition of POKKT in 2020 after serving seven and five years at POKKT, will now co-lead operations, driving business expansion, strategic partnerships, and growth in these regions.

    On the appointments, AnyMind Group CEO and co-founder Kosuke Sogo said, “Both Siddharth and Aditya have proven themselves to be strong leaders in their respective fields, and are always thirsty for new growth, directly reflecting a trait that runs through our management team. We are confident that with their leadership, we are able to help even more businesses become borderless in what is a vast region that possesses great potential.”

    Siddharth Kelkar has been a part of the media industry for over 20 years and has worked across digital, print and broadcasting mediums. Before joining AnyMind Group and POKKT, Kelkar held leadership roles in SVG Media, Ozone Media and Reliance Games (Zapak). He has also worked with The Times Group, Hindustan Times and CNBC TV18.

    On his appointment, Kelkar said, “I’m excited to take on this expanded responsibility at a time when both India and the MENA regions are at the cusp of transformative growth in digital, marketing, and e-commerce landscapes. Leveraging AnyMind’s cutting-edge solutions, we aim to drive innovation, empower businesses, and build deeper partnerships that will fuel long-term success for our clients across these key markets. I look forward to working with Aditya and the wider team at AnyMind to further scale our presence and impact.”

    Aditya Aima has over two decades of experience, including the ad tech, broadcast and publishing industries. Before joining AnyMind Group and POKKT, Aima held leadership positions in Culture Machine Media, Astro Malaysia, Bloomberg TV and Turner Broadcasting System.

    During his appointment, Aima said, “It’s an honor to co-lead the India and MENA regions, which present immense opportunities for growth. With the rapid digital transformation happening across both markets, we are uniquely positioned to help businesses unlock their full potential using AnyMind’s integrated platform for marketing, e-commerce, and digital transformation. Together with Siddharth, we are committed to driving strategic initiatives that will not only support our clients but also solidify AnyMind’s leadership in these dynamic markets.”

    AnyMind Group entered the Indian market in 2020 by acquiring mobile advertising platform POKKT, which operates across India, Southeast Asia, and the Middle East. POKKT is integrated with international app publishers and offers video and rich media ad solutions. AnyMind Group’s technology and operations focus on two areas: brand commerce (e-commerce, marketing, logistics, production, and conversational commerce) and partner growth (solutions for creators and publishers).

  • Crayons Advertising appoints Rohit Thakkar as vice president – revenue and growth

    Crayons Advertising appoints Rohit Thakkar as vice president – revenue and growth

    Mumbai: Crayons Advertising Ltd has announced the return of Rohit Thakkar as VP of revenue and growth.

    In his new role, Rohit will focus on new client acquisitions and implementing strategies to boost business growth and revenue. With over 22 years of advertising experience under his belt, he is set to play a vital role in Crayons’ exciting plans for the future. He will be located in Mumbai office.

    Crayons Advertising Ltd., managing director Kunal Lalani shared his excitement about Rohit’s appointment: “We’re delighted to welcome Rohit back to the team! His extensive experience and impressive track record will be key to driving our strategic goals and enhancing our company.”

    Rohit, who previously worked at Crayons, brings a wealth of knowledge from his time at agencies like Mirum (formerly Social Wavelength), MX, and BMEG.

    “I’m excited to be back at Crayons—it feels like coming home,” said Thakkar. “I look forward to collaborating with this talented team again and pushing our growth initiatives forward.”

  • Ogilvy & Sunlight launch campaign for Durga Pujo

    Ogilvy & Sunlight launch campaign for Durga Pujo

    Mumbai: Durga Pujo is a wardrobe refresh for all Bengalis. For five days, the city of joy witnesses a dizzying panorama of colourful apparel. As such, the days leading up to the festival are spent on diligent shopping. Oceans of crowds flood the malls and retail stores, big and small, looking for the perfect length, the ideal cut, and all the irresistible bright colours. For all intents and purposes, these shopping meccas are a rich pool of potential consumers. They lead to an untapped audience that can be persuaded, inspired and informed. That’s just what Sunlight did with its Pujo-shopping hack.

    All Sunlight had to do, without fuss or fret, was to hack unbranded shopping bags, umbrellas and gift boxes with the accompanying message: Notun jama kinun praan bhore, Sunlight rong rakhbe dhore (Shop for new clothes to your heart’s content, Sunlight will keep its colours as good as new). It is an assurance to shoppers who would otherwise think twice before investing in colourful choices. The aim was to encourage worry-free shopping, with the knowledge that Sunlight will retain the colours of these new clothes long after Pujo is over.

    To drive home the message, spaces outside shopping malls and retail stores with the most footfalls were hacked as well. Even local hawker chants were hacked to drive home the brand’s message effectively. Even outdoor spaces were hacked. Sunlight’s outdoor communications were placed right next to outdoors advertising new Pujo clothes. All the hacks came together to reinforce the brand’s message in unison.  

    Ogilvy senior executive creative director Sujoy Roy said: “It was an idea that was right there in front of our eyes. Durga Pujo is the annual Bengali wardrobe refresh. New clothes are bought, gifted and hoarded. As a fabric care brand we just had to assure people that we are there to take care of their new clothes and keep them as good as new after several washes. That’s it. All we had to do was hack all relevant media spaces with a single line. Sunlight took up the responsibility of protecting the new clothes that people would buy for Pujo and wherever we found a piece of communication asking people to buy new clothes we put up our communication.”

    Unilever head, fabric cleaning, Aditya Kasyap says: “Sunlight is Unilever’s oldest and West Bengal’s largest Fabric Care brand, with a legacy of over 130 years! Sunlight’s promise of superior colour care for fabrics is brought alive in an innovative way with a shopping hack this Pujo, reaffirming the brand’s identify in Bengals cultural fabric.”

     

     

  • Lifestyle and popkorn elevate men’s fashion with new A/W 2024 campaign

    Lifestyle and popkorn elevate men’s fashion with new A/W 2024 campaign

    Mumbai: Lifestyle launched an integrated campaign to celebrate and showcase the looks of its in-house fashion brands.

    The campaign featured individual campaigns across social, on-ground, and in-store. Brands included a wide range from premium formal wear like CODE, to an athleisure focus for Kappa, Fun & everyday wear of Fame Forever, Ethnic wear by Melange, Young and trendy streetwear from Forca, and High fashion winter wear from, bossini. The campaign also featured brands like Smiley, Forca QRK, Forca NXT, and Fame Forever Denimize.

    Lifestyle International Pvt Ltd assistant VP, marketing, Rohini Haldea said, “We wanted a menswear-focused campaign for our much-loved in-house brands which elevates their perception even further, while aligning them with global trends, as well as high fashion cues. Right from the pitch stage, popkorn’s thinking was on-point and we are extremely pleased with how the final product has turned out”.

    popkorn, led the creative conceptualization and execution of the campaign which included video and still photography in its production stage. The collection has something for everyone, whether you are a formal lover, a streetwear grunge admirer, or a casual comfortable wearer.

    “We could not be more excited to partner with Lifestyle and its menswear brands”,said popkorn CEO Vishal Mehra. “Our team adopted an editorial approach, leveraging banality to create a striking contrast and capture consumer attention, making the brands feel both aspirational and internationally relevant”

    Together, Lifestyle and popkorn are proud to bring its menswear Winter 2024 campaign, which truly enforces Lifestyle as the fashion leader.