Category: Media and Advertising

  • Narayana Health launches ‘Apno Ki Fikar’ campaign

    Narayana Health launches ‘Apno Ki Fikar’ campaign

    Mumbai: Narayana Health, a healthcare provider, has rolled out its latest multilingual 360-degree campaign, ‘Apno Ki Fikr,’ designed to highlight its all-encompassing care expertise Being a pioneer in cardiac care, Narayana Health emphasises its role as a healthcare partner across a spectrum of specialities including digestive, bone and spine care amongst others.

    The core message of the campaign lies in timely intervention, with each story culminating in a loved one taking the initiative to search & connect with Narayana Health’s. The campaign showcases the extensive range of specialties reinforcing Narayana Health as a one-stop destination for all healthcare needs.

    With over two decades of experience in healthcare, Narayana Health recognizes that people often neglect to address health issues like joint pain, digestive problems, or heart concerns until they become serious. Through a series of relatable and emotional stories, the campaign demonstrates how Narayana Health is uniquely positioned to provide seamless care for such everyday concerns, as well as for more complex medical needs.

    Each film in the campaign shows a loved one stepping up to seek timely care for their family member, highlighting the convenience of Narayana Health’s toll-free helpline number and the ease of access to its specialists. Whether it’s bone & spine care, digestive, or advanced cardiac care, the films depict Narayana Health as a dependable partner for all health journeys.

    Commenting on the campaign, Narayana Health Group chief marketing officer Dr Ashish Bajaj stated, “This campaign represents a significant milestone in our journey as a multi-specialty healthcare provider. From our humble origins as a single speciality hospital, Narayana Health has evolved into an integrated healthcare network offering comprehensive care across 30 specialities. The emotional resonance of the campaign, “Apno Ki Fikr,” underscores Narayana Health’s commitment to offering compassionate, specialized care for every medical concern.”.

    Narayana Health country head of brand & marketing Abhishek Misra added ” This slice-of-life campaign pivots on the insight that people face health struggles but often procrastinate seeking care. Through these films, we aim to showcase not only the comprehensive medical treatment available at Narayana Health for every healthcare need but also highlight the convenience of reaching out to us through our toll-free helpline number, providing immediate access to our network of specialists. Narayana Health’s comprehensive approach to healthcare is reinforced through this campaign, offering peace of mind irrespective of the health issues.”

    The ‘Apno Ki Fikr’ campaign subtly reflects the hospital’s dedication to providing expert care across a wide range of medical needs. The campaign will be visible across TV, print, radio, OOH, and digital platforms, ensuring its message reaches diverse audiences.  

  • itch: A new agency on a mission to redefine advertising

    itch: A new agency on a mission to redefine advertising

    Mumbai: A new digital agency, itch, has emerged with a clear vision to transform the advertising landscape. Founded by three industry veterans, itch aims to make ads feel less like ads, creating work that sparks curiosity and leaves a lasting impression.

    Beyond creativity, itch is built on agility and the philosophy of bringing method to the madness. By refining processes and staying nimble, they ensure that their ideas not only sound great in the boardroom but come to life with real impact. The agency aims to tackle the growing need for more meaningful, innovative campaigns that prioritise substance over noise.

    “Our goal with itch is not just to do different things but to do things differently, we’re at a point where people are saturated with overt messaging, so we’re constantly asking ourselves, how can we deliver a message that doesn’t feel like one? It’s about crafting stories that people want to engage with where the creative work doesn’t scream ‘ad.’” said itch co-founder and creative director Naman.

    “At itch, it’s as much about the people as it is about the brands. We’re building an ecosystem that fosters bold ideas, nurtures talent, and challenges norms. Agility is key in today’s market, where brands seek more than just surface-level marketing, and hence quick adapting becomes essential,” itch’s co-founder Apoorva, who spearheads growth & talent, explained how the itch community operates.

    “Running an agency is a delicate balance between structure and freedom. We wanted to bring a level of process that makes it easier for creativity to thrive, allowing our team to execute bold ideas efficiently and consistently. Our approach is all about making things work smarter, not harder,” on the operational front, co-founder and operations lead Surbhi emphasised.

    By blending creativity and collaboration, itch aims to redefine the connection between talent and brands, leaving a lasting impact on the industry. The agency has already secured several key accounts and will announce these wins shortly. With a focus on strategic thinking, creativity, and refined processes, itch positions itself as a distinct player in the advertising world, promising to deliver work that is anything but ordinary.

  • Aditya Birla Health Insurance launches #LetsFaceIt campaign

    Aditya Birla Health Insurance launches #LetsFaceIt campaign

    Mumbai: Aditya Birla Health Insurance Co. Ltd (“ABHICL”), the health insurance arm of Aditya Birla Capital, India’s leading, well-diversified financial services provider, has launched the innovative #LetsFaceIt campaign, aimed at revolutionising heart health awareness across the country. As World Heart Day approaches on September 29th, this campaign encourages Indians to look beyond appearances and take proactive steps toward improving their overall health.

    At the heart of this initiative is ABHI’s Activ Health app, featuring state-of-the-art face scan technology. With just a quick selfie, users can instantly gain crucial insights into their heart health, turning an everyday photo into a powerful health assessment tool.

    The #LetsFaceIt challenge is set to create a buzz across multiple platforms, as ABHI invites individuals from all backgrounds to share their heart health scores. To amplify this movement, ABHI has teamed up with well-known influencers who will share their scores, inspiring their followers to join the challenge and prioritize their heart well-being.

    Extending beyond social media, the campaign adopts a comprehensive multi-channel strategy that includes emails, WhatsApp, and the Activ Living platform to spread heart health awareness. Additionally, ABHI has placed QR codes in multiple washroom mirrors,  allowing individuals to quickly scan and assess their heart health, making it more accessible than ever.

    Running from 12 September to 29 September the #LetsFaceIt campaign aspires to spark a national conversation around heart health. Combining cutting-edge technology with widespread engagement, this initiative aims to redefine how Indians view and manage their heart well-being.

  • Hyundai Motor India appoints Amitabh Lal Das as chief legal officer & business head

    Hyundai Motor India appoints Amitabh Lal Das as chief legal officer & business head

    Mumbai: Hyundai Motor India Ltd (HMIL) has announced the appointment of Amitabh Lal Das as the chief legal officer & business head. This appointment reflects the company’s commitment to driving innovation, operational excellence and persistent growth, as it embarks on its next phase of expansion.

    Congratulating Das, HMIL MD Unsoo Kim said, “We are happy to welcome Amitabh Lal Das to our leadership team as the chief legal officer & business head. His expertise, strategic acumen and track record in navigating complex challenges will add immense value to HMIL. As we continue to grow and evolve, I am confident his contributions will go a long way in supporting our vision and upholding our values.”

    Amitabh Lal Das has well-rounded experience in legal and allied domains. He completed his bachelor’s degree in arts (honours) in 1990 and a bachelor’s degree in law from the University of Delhi in 1995. He also holds an international certificate in enterprise risk management from the IRM, UK. In his preceding roles, he served as the senior legal director & general counsel to Yahoo India Pvt Ltd and was also previously associated with Max Life Insurance Company Ltd.

    As the chief legal officer & business head, he will oversee legal, compliance and secretarial functions, reporting to Kim.

  • Britannia’s AI campaign reaches rural India where the internet doesn’t

    Britannia’s AI campaign reaches rural India where the internet doesn’t

    Mumbai – As a part of its ongoing conversation on parenting being a shared  endeavour (Growth needs both), Britannia Milk Bikis, in partnership with GroupM’s media services  agency Mindshare India, has launched a first in-India campaign ‘Parvarish Ki Baat Papa Tripathi  Ke Saath.’ This unique campaign blends tradition with technology to engage parents in  meaningful conversations about shared parenting roles.

    The campaign, conceptualised by MullenLowe Lintas Group, roped in the voice of Pankaj Tripathi  with an interactive voice response system (IVRS). Pankaj Tripathi, lovingly known as Papa Tripathi  shares relatable insights on parenting. Delivered in the local dialects of Uttar Pradesh, these  messages encourage parents to participate in their child’s growth and development actively.

    In a country where connectivity and technology vary, and access to 4G and smartphones is limited,  the heart of this campaign is its adaptive, data-light platform designed specifically for feature  phone users. It uses real-time data to tailor voice messages that suit each parent’s environment,  ensuring the conversation is always timely and relevant. Over a series of calls, the messages evolve  to highlight various aspects of parenting and subtly include Britannia Milk Bikis biscuits.

    The campaign culminates in an interactive conference call using mSamwaad, India’s largest audio conferencing bridge solution that uses the power of telecom to connect and engage the audience  with Pankaj Tripathi’s AI model, where parents can have their questions answered.

    Britannia CMO Amit Doshi said, “Britannia Milk Bikis has long supported  parents by providing easy-to-access tools that support better parenting techniques with  campaigns like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are taking this  a step further by combining technology with trust to facilitate open conversations about shared  parenting responsibilities. The campaign uses inclusive tech solutions strategically crafted to  reach consumers across diverse demographics in low-connectivity areas, ensuring that every  parent, no matter where they are, can get insights about shared parenting. This reflects  Britannia’s ongoing commitment to leveraging new-age technology to make meaningful  connections with our consumers across India.”

    Mindshare South Asia CEO Amin Lakhani said, “In the vast landscape of  Rural Bharat, there is a pressing need for solutions that transcend beyond the reaches of the  internet. For regions with limited smartphone penetration, our smart solutions for feature phones  foster meaningful dialogues with consumers on a significant scale. As marketers, we enable our  clients to engage meaningfully through inclusive tech stacks infused with creativity, ensuring  connection across the diverse tapestry of many Indias. By harnessing creativity, voice telephony,  WhatsApp, Gen AI, and vernacular elements, we pave the way for a new era of personalized  solutions for Rural consumers.”

    Mullen Lintas CCO Ram Cobain said, “Pankaj Tripathi is very well known; but the  sticky ‘Papa’ Tripathi is a fresh character we’ve come up with. In his latest, most natural role,  Papa Tripathi digs deep and offers personalized parenting tips to mothers and fathers in UP. This  campaign fuses the time-tested IVR system with the latest Gen-AI and some never-out-of-fashion  creativity. Cold calls are generally a nuisance – these promise to be both heartwarming and  invaluable.”

    Additionally, the campaign integrates seamlessly with WhatsApp. By opting in, parents can  receive personalized messages with captivating content to encourage them with parenting.

  • Dentsu Creative launches ‘Future Mandala’ in India

    Dentsu Creative launches ‘Future Mandala’ in India

    Mumbai: Dentsu Creative, a global network within the Dentsu Group that consolidates various creative, digital, and branding agencies, has introduced ‘Future Mandala’ in India. This tool is designed to provide brands with insights and foresight to innovate and develop new business ecosystems. Originally developed by Dentsu Tokyo in 2011, the tool has already made an impact in global markets and is now set to guide Indian brands toward sustainable growth and market leadership.

    Unlike traditional trend reports that offer limited insights, Future Mandala provides a deeper understanding of socio-economic shifts, third-party research, and demographic trends. It delivers brands a blueprint to stay ahead of the market by identifying opportunities for product innovation and developing communication platforms and business models. This dual capability enables businesses to anticipate changes and take decisive action.

    Dentsu Creative South Asia CEO Amit Wadhwa emphasised that understanding the future is essential to shaping it. Future Mandala helps brands move beyond short-term trends and focus on long-term innovation. It reflects Dentsu’s commitment to “Innovating to Impact” by helping clients lead the market with strategic clarity.

    Dentsu Creative India chief strategy officer Sumeer Mathur added that the tool assists marketers in understanding how current trends will influence the future. It helps shape business ecosystems, from product development to consumer communication, providing an actionable roadmap for the next five years. Drawing on data from government reports, industry insights, and trends, Future Mandala enables brands to drive innovation in a changing economy.

    Offered as a premium service to Dentsu’s clients, Future Mandala has a proven track record of driving business transformation globally. Developed by experts including Takuya Kagata of Dentsu Consulting Inc., it equips Indian brands to be future-ready and achieve long-term growth.

  • Adzpressway unveils successful digital campaigns across GCC

    Adzpressway unveils successful digital campaigns across GCC

    Mumbai: Adzpressway, a  marrech company, has launched and executed a series of high-impact campaigns for major brands in the GCC region, further strengthening its position in the digital marketing space. Leveraging advanced techniques and data-driven strategies, Adzpressway has helped its clients achieve significant growth in user engagement, app installs, and brand visibility, all while maintaining a strong focus on results.

    One of the standout campaigns was for Careem, a ride-hailing and delivery service provider, aimed at expanding its user base in Jordan. Leveraging a cost-per-acquisition (CPA) model, the strategy effectively boosted engagement, generating 2x food orders per month. The heightened visibility and tailored content marketing approach resonated with target audiences, ensuring effective reach and connection.

    Similarly, Adzpressway worked with Jeeny, a prominent ride-hailing app in Saudi Arabia, to increase app installs and user base. The campaign focused on both male and female users, capitalizing on Jeeny’s strong reputation and exclusive offers. By continuously refining strategies, Adzpressway was able to double the monthly results, surpassing key performance indicators and driving sustained growth in user acquisition.

    The company also played a key role in promoting Mashreq Bank across the GCC and MENA regions. The campaign aimed to generate high-quality leads for Mashreq’s seamless banking services. Adzpressway leveraged the bank’s strong reputation and innovative platform to double monthly results and exceed performance targets, establishing Mashreq Bank as a top choice for banking solutions in the region.

    In the entertainment sector, Adzpressway partnered with Shahid, the leading Arabic streaming platform, to boost user subscriptions and solidify its position as the go-to service for Arabic content in the MENA region. The campaign exceeded expectations by driving a significant increase in premium subscriptions, leveraging innovative digital marketing tactics to reach a broader demographic.

    Adzpressway collaboration with Virgin Mobile UAE also proved to be a success. The telecom provider sought to enhance user acquisition and customer loyalty, and through a comprehensive marketing strategy, Adzpressway helped Virgin Mobile exceed its KPIs. The campaign solidified the brand’s position as a preferred telecom provider in the UAE, particularly among digitally savvy consumers.

    These campaigns highlight Adzpressway’s ability to adapt to the unique challenges of each brand while focusing on driving tangible results. The company’s deep understanding of local market dynamics, combined with its innovative and tailored approach, continues to deliver outstanding outcomes across sectors. As Adzpressway expands its reach, it remains committed to maintaining excellence in performance marketing across the GCC, Mena, and Indian regions.

    Says Adzpressway founder Simran Khandelwal:  “It’s been an incredible journey to witness Adzpressway’s growth and the impact we have been able to create for our clients. Our focus has always been on delivering real value, not just traffic, and it’s exciting to see how our campaigns are driving meaningful results. Each success is a testament to the hard work of our team and our ability to adapt to the unique needs of our clients. We’re not just meeting KPIs; we’re surpassing them, and that’s the kind of growth we aim to sustain.”

    Adds Adzpressway business head  Vasudha Kalia:  “Our commitment is to go beyond the conventional methods and offer solutions that truly resonate with the target audience. These campaigns aren’t just about metrics—they’re about building lasting relationships between brands and their customers. It’s gratifying to see the results we’ve achieved in creating strong brand recall within target geographies, and we’re only just starting to tap into our full potential.”

  • Star Sports unveils campaign for PKL 2024 ft Riteish Deshmukh

    Star Sports unveils campaign for PKL 2024 ft Riteish Deshmukh

    Mumbai: Star Sports, the official broadcaster of the Pro Kabaddi League (PKL), has unveiled its first campaign film for the upcoming PKL Season 11, featuring Riteish Deshmukh. With the tournament set to start on 18 October 2024, this action-packed campaign film takes viewers deep into the heart of an untamed jungle. The intensity of Kabaddi is brought to life through epic visuals, raw power, and relentless grit. The film, which will be released in multiple languages, including Hindi, Marathi, Telugu, Kannada, and Tamil, sets the stage for what promises to be the most thrilling PKL season yet.

    In the promo, Riteish steps into the shoes of a lone warrior, showcasing stealth and agility of a tiger as he navigates dangerous predators – a vivid metaphor for the sharp instincts, speed, and mental toughness that define kabaddi champions. The film brilliantly captures the pulse-pounding essence of kabaddi, drawing viewers into a world where each move is a battle, and every decision could be the difference between victory and defeat.

    The gripping visuals, combined with the evocative song that underscores the narrative, highlights the raw power and strategy at the core of the sport, elevating anticipation for Season 11 to new heights.

    Riteish Deshmukh said: “Kabaddi is a sport that is woven into the fabric of our culture, and being a part of this campaign is an absolute honour. The intensity and pride we captured in the film reflect the warrior spirit of kabaddi players – fierce, fearless, and ready to face any challenge. PKL has become a national sensation, and I’m sure this season will take that excitement to another level.”

    As part of integrating fans into the sport, Mashal Sports and Star Sports launched the “Define Your Team’s Superpower” campaign, inviting fans to vote for their team’s superpowers, which shaped the PKL 11 campaign across TV and digital platforms. The polls for Puneri Paltan and U Mumbai received 105k votes and achieved 1.12 million views, 1.45 million reach, and 119k interactions. The top fan-chosen traits—surprise & stealth—are highlighted in the Riteish Deshmukh promo film, reflecting Maharashtra’s spirit. The remaining team polls continue to be amplified as the season approaches.

    This time around, PKL will be returning to a three-city format. The 2024 edition will commence at the GMC Balayogi Sports Complex in Hyderabad from 18 October to 9 November. It will then move to the Noida Indoor Stadium for the second leg, starting on November 10 and ending on 1 December. The third leg will begin at the Badminton Hall in Balewadi Sports Complex in Pune from 3 December to 24 December. With star players such as Pawan Sehrawat, Pardeep Narwal, and Fazel Atrachali set to dominate the mat, PKL 11 ensures that Kabaddi will capture the attention of both die-hard fans and new viewers alike.

    The season opener will see a thrilling face-off between Telugu Titans and Bengaluru Bulls, setting the stage for a high-octane season. The second match of the night promises more fireworks, as U Mumba locks horns with the dynamic Dabang Delhi K.C. Fans across India can prepare for a season filled with drama, intensity, and non-stop action, live on the Star Sports Network and Disney+ Hotstar!

    Watch the Pro Kabaddi League Season 11, live and exclusive on the Star Sports Network and Disney+ Hotstar, from 18 October 2024 onwards.