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Category: Media and Advertising

  • Alia Bhatt plays a pivotal role in shaping the future direction of SuperBottoms: Pallavi Utagi

    Alia Bhatt plays a pivotal role in shaping the future direction of SuperBottoms: Pallavi Utagi

    Mumbai: SuperBottoms has launched its new campaign, ‘It Feels Right’ starring their investor and brand ambassador, Alia Bhatt. This campaign is a heartfelt celebration of the comfort, quality, and eco-friendly values that define SuperBottoms’ product line.

    Indiantelevision.com caught up with SuperBottoms founder & CEO Pallavi Utagi where she gave more interesting insights on the creation of this campaign.

    Edited excerpts

    How did the collaboration with Alia Bhatt come about, and what do you think she brings to the campaign?

    Alia Bhatt’s collaboration with SuperBottoms began when she joined as an investor last year, showcasing her belief in the brand’s vision for sustainable, baby-friendly products. Her involvement extended beyond investment when she became an integral part of the #ItFeelsRight campaign. Alia’s commitment to eco-conscious living and her influence as a leading public figure helped amplify the message that choosing sustainable baby products isn’t just a smart choice but one that aligns with values of care and responsibility. She brought a unique blend of authenticity and star power, which resonated with parents across the country.

    In what ways do you believe the campaign will impact the perception of cloth diapers compared to disposable ones?

    The #ItFeelsRight campaign is designed to reshape how mothers perceive cloth diapers by highlighting the key benefits that matter most to parents. UNO Cloth Diapers, made from organic cotton, offer a level of care that stands out from disposable diapers. Organic cotton ensures the diapers are gentle on babies’ skin, free from harmful chemicals, and ideal for those with sensitive skin, unlike disposables, which can cause irritation.

    With superior absorption power, UNO Cloth Diapers keep babies comfortable for longer, reducing the need for frequent changes. Financially, they are a game-changer, costing just Rs 2 per use compared to Rs 10 for disposables, making them a more economical and sustainable option over time. As mothers always seek the best care for their babies, UNO Cloth Diapers provide both comfort and affordability, all while aligning with the growing demand for eco-friendly, natural baby care products.

    How do you ensure that its products are both eco-friendly and high-quality?

    SuperBottoms ensures that its products are both eco-friendly and high-quality through a combination of sustainable material sourcing, rigorous testing, and continuous innovation. The core materials used, such as organic cotton in the UNO Cloth Diapers, are not only gentle on the environment but also on babies’ sensitive skin. The brand avoids the use of harmful chemicals, focusing on non-toxic dyes and natural fibres, which makes the products safe for both babies and the planet. To maintain high standards, SuperBottoms conducts thorough testing to ensure durability, absorption power, and comfort. The products are designed to meet the everyday needs of parents while being mindful of environmental impact. By creating reusable cloth diapers and other eco-friendly baby products, SuperBottoms reduces waste associated with disposable options, ensuring a sustainable approach without compromising on the quality and care that parents expect for their little ones.

    Any challenges you overcame while developing this campaign and how you overcame them?

    One of the key challenges we faced while developing this campaign was finding the right balance between emphasizing the benefits of cloth diapers and maintaining mass appeal. We needed to ensure that the campaign’s message around the health benefits for babies and the affordability of UNO Cloth Diapers resonated with a broad audience, many of whom may be unfamiliar with or hesitant about switching from disposable diapers.

    We overcame this by focusing on what matters most to parents—comfort, skin-friendliness, and cost savings. By emphasizing that UNO Cloth Diapers are made from organic cotton, have great absorption power, and are significantly more affordable—just Rs. 2 per use compared to Rs. 10 for disposables—we showed parents that these cloth diapers are a high-quality, budget-friendly choice for their babies. The involvement of Alia Bhatt as our investor & brand ambassador also helped build trust and draw attention to the campaign.

    How do you envision the role of brand ambassadors like Alia Bhatt in shaping the future direction of SuperBottoms?

    Alia Bhatt plays a pivotal role in shaping the future direction of SuperBottoms by amplifying the brand’s core message of sustainability and baby-friendly care to a wider audience. Alia’s credibility, both as an eco-conscious individual and as a respected public figure, helps bridge the gap between niche, eco-friendly products and mainstream consumers. Her involvement not only reinforces the brand’s values but also brings significant attention to the growing need for sustainable parenting solutions.

    By associating with a figure like Alia, SuperBottoms can continue to position itself as a leader in eco-conscious baby care, inspiring more parents to make thoughtful, sustainable choices. Her influence will likely help shape future campaigns, collaborations, and product innovations that further align with SuperBottoms’ commitment to quality, sustainability, and conscious parenting.
     

  • ECL 2024 announces BookMyShow as exclusive ticket partner

    ECL 2024 announces BookMyShow as exclusive ticket partner

    Mumbai: Tickets for the inaugural Entertainers Cricket League (ECL) 2024, an influencer-driven T10 cricket league, are now available on BookMyShow, the exclusive ticketing partner. The league starts on 13 September 2024 at the Indira Gandhi Indoor Stadium, New Delhi. ECL season one will feature 19 matches over 10 days, with six franchises and 96 content creators from various industries, including tech, finance, infotainment, gaming, fashion, and lifestyle.

    “With BookMyShow as our ticketing partner, we’re ensuring fans have easy and quick access to tickets for this one-of-a-kind cricket league. The ECL is set to redefine how fans engage with both cricket and entertainment, and we’re excited to welcome them to the stadium to witness their favorite creators live in action.  We look forward to an unforgettable season filled with intense competition and unmatched entertainment,” said ECL founder Anil Kumar.

    Cricket and entertainment fans can purchase their tickets starting today, with prices ranging from ₹150 for general entry to ₹10,000 for premium seats, offering a variety of options to suit every fan. Tickets are expected to sell out quickly, with fans eager to catch the action live. Given the combined following of over 700 million of the influencers involved, demand is high, so fans are encouraged to book early on BookMyShow to secure their spots.

    Also commenting on the partnership, BookMyShow COO – live entertainment & venues, Anil Makhija said, “We are excited to partner with the Entertainers Cricket League for what promises to be a groundbreaking fusion of sports and entertainment. At BookMyShow, we’re dedicated to providing fans with seamless ticketing as well as on ground experiences, and we’re thrilled to bring this unique league to cricket and digital content enthusiasts alike.”

    Day one on 13 September, has two group-stage double-headers lined up, beginning with Abhishek Malhan aka Fukra Insaan led Bangalore Bashers taking on Elvish Yadav led Haryanvi Hunters. The second match will feature Munawar Faruqui-led Mumbai Disruptors against the Anurag Dwivedi-led Lucknow Lions.

    The first game begins at 5.30 pm Indian Standard Time (IST), while the second starts at 8.30 pm IST.

    Following the group stages, the knockout games begin on 20 September 2024. Qualifier one will be played at 5:30 pm, with the eliminator match scheduled for 8:30 pm on the same day.

    Qualifier two is set for 21 September 2024, at 8:30 pm while the grand finale of ECL season one will take place on Sunday, 22 September 2024, at 8:30 pm IST.

  • YesMadam unites Shraddha & Shakti Kapoor in quirky campaign

    YesMadam unites Shraddha & Shakti Kapoor in quirky campaign

    Mumbai: YesMadam is gaining attention with its viral campaigns, the latest featuring Shraddha Kapoor. The campaign began with the dialogue “Har Expert, Salon Expert Nahi Hota” seen across Delhi, sparked by a viral Delhi Metro argument, and later trended on Twitter, even reaching a rap musician’s studio.

    Building on the success, YesMadam has launched the second phase, again featuring Shraddha Kapoor and Shakti Kapoor. This marks a rare on-screen reunion for the father-daughter duo. The campaign video starts with Shakti Kapoor’s iconic style, recalling his “best actor as a villain” days, before Shraddha enters, introducing him to YesMadam. His initial doubts fade as he relaxes during a spa, ending with his famous “Aaau” dialogue.

    The campaign highlights YesMadam’s commitment to offering beauty and wellness services at home, emphasizing trust in the salon professionals working with the brand.

    Commenting on this association, YesMadam co-founder Akanksha Vishnoi said, “At YesMadam we offer millions of Indians professional salon treatments in the comfort of their homes. Our campaign featuring the father-daughter duo perfectly personified our brand’s promise of trust, expertise, and family-friendly service at affordable prices.”

    Sharing his views on the association, YesMadam co-founder and CEO Mayank Arya said, “Working with Shraddha and Shakti Kapoor has been an incredible experience. Their bond perfectly represents the trust we strive to earn from our customers. Our goal has always been to provide high-quality, transparent, and reliable salon services, and this campaign is another step forward in achieving that vision.”

    Expressing her excitement for the new campaign, Shraddha Kapoor said,

    “Collaborating with YesMadam is special because the agenda is to give back to the society. YesMadam is empowering women across India and to be a part of something that propels young girls’ dreams, making me immensely proud.”

    Shakti Kapoor also shared his thoughts on the collaboration stating, “After seeing the care and attention YesMadam brings to their services, I know I can trust them to bring their best foot forward when my daughter calls them for any of their services.”

    YesMadam, a bootstrapped startup, stands out for its safe, professional, and convenient at-home salon services, focusing on transparent pricing and mono-dose products. With the Kapoor family now onboard, the brand strengthens its position as a trusted service across India. As the festive season approaches, YesMadam is poised for further growth, expanding its reach and introducing new developments. 

  • myTrident launches OOH campaign across key Indian cities

    myTrident launches OOH campaign across key Indian cities

    Mumbai: myTrident, a name in the premium home décor industry, has unveiled its grand festive Out-Of-Home (OOH) advertising campaign across 15+ Indian cities. The billboard series is designed to deeply connect with customers, strengthening brand presence and boosting brand value.

    The innovative campaign is not just about placement but also about creativity. The billboards feature a 3D immersive cut-out design, making them stand out in the bustling cityscapes. This unique approach adds a dynamic element to the campaign, creating a visually compelling effect that brings the product to life and creating a lasting impression.

    myTrident chairperson Neha Gupta Bectorm expressed her excitement about the campaign, saying, “This festive season, we wanted to create something truly memorable that resonates with our audience. Our OOH campaign, featuring Kareena Kapoor Khan and Sharmila Tagore, is designed to capture the essence of our brand – a blend of luxury, comfort, style and especially family. We’ve chosen iconic locations to ensure our message reaches as many people as possible.”

    The campaign has been strategically placed in key cities including Delhi NCR, Srinagar, Katra, Bhopal, Ludhiana, Jaipur, Amritsar, Jalandhar, Bathinda, Lucknow, Kanpur, and Chandigarh. The billboards have been mounted in high-traffic areas, ensuring maximum visibility and engagement. Prominent locations include South Extension and DND Flyway in Delhi, Elante Mall in Chandigarh, Ludhiana’s busiest streets, Hoshangabad Road in Bhopal, MI Road in Jaipur, and Ambarsar Mall in Amritsar, among others.

    myTrident Group Corporate Ltd CEO Rajneesh Bhatia added, “Our goal with this campaign is to showcase our Bed & Bath collection in a way that’s both innovative and impactful. By utilizing 3D elements and choosing strategic locations, we’ve been able to create a campaign that not only promotes our products but also enhances the visual experience of the viewers. We’re confident that this will elevate our brand visibility during the festive season.”

    With this ambitious OOH campaign, myTrident aims to solidify its presence in the home textiles market and continue to deliver high-quality products that enhance everyday living.

  • WeWork India demystifies its offerings for India Inc.

    WeWork India demystifies its offerings for India Inc.

    Mumbai: While WeWork India is often seen as a hub for startups and SMBs, known for its great coffee, vibrant culture, and appeal to young entrepreneurs, the reality is that it is ever so much more. As per the release WeWork India has become a cultural epicentre and a preferred workspace for many of India’s large enterprises, businesses, and even Fortune 500 companies. It provides the sort of customisation that can cater to teams of any size – a single seat, or two, or ten, a private floor, or one’s building – whatever the requirement. It offers the kind of flexibility that allows organisations that operate in multiple cities to work seamlessly. The value-adds and overall facility management work out cost-effectively in the long run and eliminate operational worries. It can give clients the type of design and layout choices that convert a workspace into a fully personalised one, and not a prototype of the WeWork aesthetic. It’s an exhaustive list and an attractive one, for anyone considering where to set up shop.

    The question, therefore, was how to bridge the gap between perception and reality. What people think WeWork India is about versus what it is about.

    The answer: Your Office, Your Way. A myth-busting campaign created by Fundamental, that encompasses all that WeWork offers by drawing parallels with everyday office life. Instances, characters, and practices that anyone who has ever had a job will identify with.

    Speaking about this perception-altering shift in the brand’s strategy,  WeWork India Chief Marketing Officer Debosmita Majumder said, “For a long time, WeWork India has been seen as startup-centric, but our clientele has fast evolved to become enterprise-led. However, market awareness of this shift has been limited, and we aim to change that with this brand campaign. As the needs of corporate India have evolved, enterprises and Fortune 500 companies are now seeking flexible real estate solutions that meet the unique demands of today’s workforce. WeWork India is equipped to provide productive workspaces, exceptional services, and scalable solutions for all office-goers across cities in India.”

    Speaking about the campaign further Fundamental founder & CCO  Pallavi Chakravarti added, “Sometimes you just have to tell it like it is. Given the sharpness of the problem we identified, the solution wrote itself. Our target audience spans interns to head honchos and everyone in between. Anyone who has spent any time at all in a professional environment understands all too well the tropes we’ve leaned into with this campaign. So while there are many things about office life they all know to be true, there are some truths they are oblivious to. Like how much sense it makes to take up office space at WeWork India.”

  • Ad Tech Today announces EMERGE 2024

    Ad Tech Today announces EMERGE 2024

    Mumbai: AdTech Today presents EMERGE 2024 – the rise of independent agencies, a one-of-a-kind event designed to recognise and celebrate the innovative spirit of independent agencies within the advertising and marketing landscape on 12 September 2024, at Radisson Blu, Mumbai. This event aims to highlight these agencies’ exceptional contributions while exploring the industry’s future.

    The event will feature thought-provoking panel discussions, networking opportunities, and the prestigious EMERGE Awards, where outstanding agencies will be recognized for their achievements.

    The event is supported by prominent partners: PR partner: Treize Communications, knowledge partner: MRSI (Market Research Society of India), support partner: Explurger and session partner: Blis.

    The panels will be moderated by a distinguished group of industry leaders like India Channel Factory MD Chirag Bhatia, Publicis Groupe CEO – digital technology business Amaresh Godbole and EY partner, marketing advisory services Amiya Swarup ensuring that the conversations and evaluations are both insightful and balanced. Following the panels, the EMERGE Awards will honor the achievements of independent agencies. The awards ceremony will also feature the special felicitation of two iconic figures in advertising: The Advertising Club COO Bipin Pandit and BBDO India chairman Josy Paul.

    With major independent agencies like White Rivers Media, DVIO Digital, Enormous, Gozoop, Howl, Eggfirst Advertising, and Infectious Advertising to name a few participating, EMERGE 2024 offers B2B professionals the opportunity to connect with thought leaders, gain insights into industry trends, and celebrate the best of independent talent.

  • Mumbai City FC extends partnership with EA SPORTS as associate partner

    Mumbai City FC extends partnership with EA SPORTS as associate partner

    Mumbai: Mumbai City FC has announced the extension of its partnership with global gaming giant and creator of the world-renowned FC series, EA SPORTS as the club’s associate partner.

    The association will mark a significant step in the ongoing synergy between Mumbai City and the leading force in the gaming industry, further bridging the gap between real-football and the virtual gaming arena.

    Under this partnership with the Islanders, the EA SPORTS brand marks will feature prominently on the back of the first team’s shorts during matchdays, and throughout the club’s training facilities at the NMSA Ground, Vashi, Navi Mumbai.

    The alliance is poised to deliver top-quality content to football fans across India and around the globe, bringing supporters closer to their favourite club and players through the immersive world of gaming.

    Mumbai City FC CEO Kandarp Chandra said, “We are incredibly excited to extend our partnership with EA SPORTS, a collaboration that has already proven to be a game-changer for Mumbai City and our fans alike. This renewed association reflects our shared vision of bringing fans closer to the action, both on and off the field, through innovative and engaging platforms. We look forward to working hand in hand with EA SPORTS to create even more immersive and interactive experiences, ensuring that Mumbai City continues to resonate with football fans not just in India, but across the globe.”

    FC Football Partnerships director James Taylor said, “We’re thrilled we’re able to extend our partnership with Mumbai City FC,” said James Taylor, Director of FC Football Partnerships. “We’re excited to bring fans closer to the players and club they love, providing them a truly authentic experience.”

  • IKEA India says ‘It’s time to sleep beautifully’ in new spot

    IKEA India says ‘It’s time to sleep beautifully’ in new spot

    Mumbai: We’ve all experienced those mornings when hitting the snooze button feels like the only option. With India ranked as the second most sleep-deprived country in the world, after Japan, IKEA India is here to help people get the best sleep ever with its latest campaign, ‘It’s Time to Sleep Beautifully.’ Featuring two relatable digital films, the campaign emphasises that while blissful sleep might not always make you look your best, it can make you feel truly rejuvenated and more active the next day. Many people believe that a good sleep is just about having the right mattress and pillows but IKEA is encouraging people to up their sleep game with the help of six essentials: Comfort, Light,  Sound, Temperature, Air Quality, and Decluttering.

    In our fast-paced lives, the true value of restful sleep is often overlooked and with 80 years of learning from the world, IKEA knows that a great day starts with a good night’s sleep. Conceptualised by Leo Burnett, the campaign takes a humorous spin, showcasing people sleeping so deeply that it shows on their faces. With a bed that feels like a fluffy cloud, a duvet that gives the best hug ever, no clutter in sight, air feels like it’s straight from the mountains, and not a single ray of light disturbing your rest, IKEA’s ‘Six Essentials of Sleep’ is the recipe for the perfect Zzzs.

    IKEA India country marketing manager Anna Ohlin said, “At IKEA, we know that many people in India struggle with sleep, often unaware that small changes at home can make a big difference. We’re passionate about improving life at home, and we believe better sleep benefits everyone. Sleep is more than just a mattress—it’s about the entire atmosphere around you. Our ‘It’s Time to Sleep Beautifully’ campaign showcases the must-have essentials for creating the ideal sleep environment, offering a wide variety of products to help one achieve better sleep at home.”

    Leo Burnett India national creative director Pravin Sutar said, “It is uncanny to imagine that more than 60% of Indians get less than 6 hours of uninterrupted sleep. Therefore, a sleep campaign for India is the absolute need of the hour, and there couldn’t be a better partner than IKEA as they offer a complete sleep solution that’s unique to them. When we conceptualised the campaign, we went beyond what a single product can do for your sleep; it’s about what happens when everything affecting your sleep is taken care of. You sleep unabashedly, the way you want, and that’s what makes this kind of sleep beautiful. When people sleep beautifully, it might look awkward from the outside but feels beautiful from the inside. That’s exactly what we aimed to convey with the ‘It’s Time to Sleep Beautiful’ campaign.”

     

  • Coach launches ‘Unlock Your Courage’ campaign

    Coach launches ‘Unlock Your Courage’ campaign

    Mumbai: Coach launches ‘Unlock Your Courage,’ a campaign starring new global ambassadors Elle Fanning, Charles Melton, Nazha and Storm Reid, and returning Coach family members Jayson Tatum, Kōki, and Youngji Lee. The campaign introduces Coach’s Fall 2024 collection in a series of stories about having the courage to choose authentic self-expression over the idea of perfection, and is the newest exploration of ‘the courage to be real,’ Coach’s purpose-grounded platform inspiring people to express the many sides of who they are.  

    Coach’s ‘Unlock Your Courage’ campaign reshapes the brand’s talent roster with new ambassadors who align with Coach’s core purpose: the courage to be real. Each individual showcases authenticity, a courageous spirit, and style, making them standouts in their fields and exemplifying how to confidently explore various facets of one’s identity.

    The fall campaign reflects the ways today’s generation can sometimes feel constrained by their own expectations of perfection. Starting from this initial place of vulnerability, the campaign stories then flip the narrative, with each character unlocking their inner courage to break free from their ideas of perfection and instead celebrate their unique self-expression.

    “My approach to the “Unlock Your Courage,” campaign matched my design process for the Fall collection,” said creative director Stuart Vevers. “We focused on the tension between something romantic and picturesque and something very real and spontaneous; a sense of the lived in but compelling aesthetic that typifies the spirit of New York. Elaine’s dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion.”

    In the campaign films directed by Camille Summers-Valli, Coach bags drive the characters’ transformations, helping them access their inner confidence. Elle Fanning portrays a young woman who gains confidence from the Brooklyn bag she carries to an audition. Charles Melton’s character, on a first date, is supported by his Hitch backpack to present his authentic self. In Nazha’s film, her Times Square Tabby bag gives her the assurance to enter a crowded party confidently. The campaign also features rapper Youngji Lee, who, with her Tabby bag, overcomes self-consciousness at a family gathering. The films are complemented by photographs from British photographer Elaine Constantine, showcasing moments of inner liberation and featuring the full cast, including Storm Reid, Jayson Tatum, and Kōki, each highlighting new Coach eyewear and watches.

    “Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach,” said Coach global CMO and Tapestry chief growth officer Sandeep Seth. “We’ve found again and again that the chase for perfection can hold us back from expressing ourselves authentically. ‘Unlock Your Courage’ is meant to inspire our consumers to break from that impossible standard and embrace the many facets of who they are.”

    Another star of the campaign is Coach’s iconic Tabby bag, which appears in new silhouettes and finishes with the debut of the Times Square Tabby. Alongside the new Brooklyn bag, this latest iteration of the Tabby is a highlight of the Coach Fall 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language. The campaign also features tailored silhouettes and ready-to-wear essentials including denim trousers, tops and knitwear, along with an array of New York-inspired charms such as yellow taxis, postcards and the Statue of Liberty.

    ‘Unlock Your Courage’ follows Coach’s ‘Find Your Courage’ and ‘Wear Your Shine’ campaigns, which are part of Coach’s expressive luxury vision focused on self-expression.