ITV

Category: Media and Advertising

  • DS Group unveils #SaveTheFuture campaign

    DS Group unveils #SaveTheFuture campaign

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate, gears up to celebrate World Environment Day by launching an innovative awareness campaign, #SaveTheFuture. This compelling campaign highlights the pressing need for sustainable living and the disastrous outcomes of unchecked environmental degradation.

    This innovative #SaveTheFuture campaign kicked off on 5 June, on World Environment Day, with a unique ‘newspaper of the future’ print ad which is the centerpiece of this campaign. Scanning a code opens a video showcasing future headlines like ‘The grass is no longer greener on either side,’ ending with the message: ‘Our sayings will lose their essence if we don’t act now to save the nature.’ The campaign will unfold in phases, utilizing various media and digital platforms to convey its message.

    Throwing light on the recently launched campaign, DS Group vice chairman Rajiv Kumar said, “DS Group has always reaffirmed its commitment to a greener and more sustainable planet. With our latest #SaveTheFuture campaign, we aim to provoke thought and inspire action through innovative storytelling and digital engagement. The #SaveTheFuture campaign serves as a wake-up call, urging individuals and communities to rethink their relationship with nature and adopt sustainable practices for a better tomorrow for future generations.”

    The #SaveTheFuture campaign is built on a profound insight into human nature ‘our tendency to undervalue the treasures we possess until they are lost’. Through a combination of innovative and tech-based storytelling and immersive visuals, DS Group endeavours to showcase a glimpse of a possible future ravaged by environmental neglect. The campaign will run on various social media platforms, where AI-generated images will highlight issues like pollution and the importance of preserving water reservoirs, complemented by reels from content creators, etc. An AI-created audio-visual montage will depict a grim future if degradation continues.

    The #SaveTheFuture campaign is poised to make a significant impact on World Environment Day and beyond, challenging individuals and institutions to confront the stark realities of environmental degradation and embrace a collective commitment to positive change.

  • Edelman India and Hellmann’s collab to create ‘Mood Burgers’ for cricket fans

    Edelman India and Hellmann’s collab to create ‘Mood Burgers’ for cricket fans

    Mumbai: Cricket is more than just a sport in India; it’s a way of life. As the nation gears up for the World Cup, Hellmann’s is elevating the match viewing experience for cricket fans with a unique 360 campaign, conceptualized and executed by Edelman India to launch Hellmann’s ‘Mood Burgers’ in partnership with SOCIAL. ‘Mood Burgers’ go beyond just taste and are specifically designed with intel from a Certified Mind-Body Eating Coach, Counselling Psychologist & Integrative Health Coach, Ridhi Golechha, to get you in the match-ready mood through carefully chosen ingredients.

    The limited-edition menu will be available in three delicious options with both vegetarian and non-vegetarian variants. The ‘Get Charged Up’ burger is a protein-packed blend of chicken and eggs or beetroot, and quinoa to help fans charge up during those critical matches. Stay focused with the ‘Eyes on the Prize’ burger, consisting of tuna or chickpeas, flax and sesame seeds, who are the right partners when you are all ‘eyes and ears’ to the most exciting moments of the match. Relax and refuel with the ‘Drop the Jitter’ burger made using meat or plant-based meat, and avocado, which delivers essential fats and iron for a calm, steady mood. Each burger not only satisfies your taste buds but also helps you to have a delightful match-watching experience.

     

     

    Unilever Foods Solution India head – foods, Priyanka Ganguly said, “Fueled by our passion for culinary excellence, Hellmann’s is committed to elevating the eating experience with our signature mayonnaise known for its rich flavour and extra creamy taste. Recognizing India’s deep-seated love for cricket, we’ve partnered with SOCIAL to introduce Mood Burgers, an innovation designed to complement the thrill of this cricket season. These specially crafted burgers will be served across 53 SOCIAL outlets nationwide. We’re thrilled to offer India a delicious savour the excitement of the game with every bite.”

    Speaking on the association, Edelman lead advisor – brand marketing & communications Ashutosh Munshi said, “We are delighted to have partnered with Hellmann’s to create this exciting line-up of ‘Mood Burgers’ soaked in cricket culture. For us at Edelman, this goes far beyond a brand campaign. This is a brand taking action by bringing cricket fans their mood fixer for every match in a delicious burger, made possible only with the luscious taste of Hellmann’s mayonnaise. Building on this product innovation is a fully integrated marketing campaign that includes a digital ad film, owned and shared media, offline experientials, elements that drive earned attention and more.”

    Edelman India executive creative director Ashish Pathak said “Hellmann’s mayonnaise believes in the power of great tasting food and wanted people across the country to experience that. We know an event like the World Cup will put cricket-loving, Indian fans through a rollercoaster of emotions. So, we brought together a Mind-Body Eating Coach and a Chef to create “Mood Burgers”, a range of burgers using some witty nutritional facts and great-tasting mayo to help fans ride out their emotions. The idea goes beyond traditional communication and allows for people to interact with the brand in a fun, experiential way. Nerves will be calmed; focus will be brought, and energies will be charged this World Cup.”  

    Through this campaign, Hellmann’s India aims to take their delicious Mayo into the hearts and homes of cricket fans. To order your Hellmann’s Mood Burger, visit any of the 53 SOCIAL outlets across India between 5 to 30 June 2024, and have it delivered to you via Swiggy or Zomato from 6 June onwards.

  • RiteBite Max Protein launches ‘Swachhata Warriors’ campaign

    RiteBite Max Protein launches ‘Swachhata Warriors’ campaign

    Mumbai– In light of World Environment Day, RiteBite Max Protein is proud to announce the launch of the Max Protein Swachhata Warriors campaign. This initiative aims to promote cleanliness and environmental responsibility among citizens, encouraging them to take an active role in maintaining clean public spaces.

    The Max Protein Swachhata Warriors campaign focuses on several key objectives. The primary goal is to promote public cleanliness by encouraging citizens to participate in cleaning activities across various public spaces, including beaches, parks, and streets.

    The campaign highlights eco-friendly practices, advocating for proper waste segregation, recycling, and reducing plastic use to minimize environmental impact. Ultimately, the campaign aims to inspire change by motivating individuals to adopt eco-friendly habits and take proactive steps towards keeping their surroundings clean.

    Additionally, the campaign seeks to raise environmental awareness, educating people about the importance of maintaining cleanliness for environmental sustainability and community health. By fostering community involvement, the initiative brings together volunteers from different walks of life to work towards a common goal, fostering a sense of community and shared responsibility.

    Key highlights of the campaign also include volunteer activities such as beach clean-up drives, encouraging community participation. The campaign will also feature collaborations with environmental NGOs to maximize impact. Social media campaigns will be utilized to spread awareness and engage a broader audience.

    RiteBite Max Protein brand manager Ravinder Varma shared his vision for the campaign, stating, “At RiteBite Max Protein, we understand that true health extends beyond our bodies to the environment we live in. Cleanliness is vital for both personal well-being and the health of our communities. With the Max Protein Swachhata Warriors campaign, we aim to give back to society by supporting the Swachh Bharat Abhiyan. By combining the energy and vitality that our protein products provide with a commitment to environmental stewardship, we empower individuals to take responsibility for their surroundings. Together, we strive to create a cleaner, healthier, and more beautiful India.”

    This campaign, from its inception to collaboration with the Khushiyaan Foundation and its execution, has been spearheaded entirely by the in-house team at Max Protein. Dr. Ravinder Varma and Mr. Shivam Tiwari from the Max Protein team have taken the lead in driving this initiative.

    In collaboration with the Khushiyaan Foundation, led by Chinu Kwatra, the campaign gains an experienced and passionate partner. Mr. Kwatra, a dedicated social worker from Thane, has been working towards the betterment of society since 2014. His simple mantra, “Insaan Bano” (Be Human), has driven him to successfully launch projects like Beach Warriors, Roti Ghar, Naari-Shakti, and Project Pathshala. Grateful to his young team, he established the NGO Khushiyaan Foundation, under which these projects operate.

    Commenting on the same, Mr. Chinu Kwatra said, “Beach Warriors is team of youngster Founded by me in 2017 and I believe that youth are the real change maker. Similarly, protein bars of RiteBite Max Protein are real change maker as it’s gives you right amount of protein which is much needed for the body. I sincerely thank the brand RiteBite Max Protein for choosing Beach Warriors and hoping for great long-term partnership.”

    After completing his Masters in Finance and Marketing in 2014, Chinu worked in a reputed firm for three years before leaving his job to serve the nation. His goal is to see India as a developed nation. His achievements include being a Limca Book of Records Holder (2019 Edition), a Top 10 finalist of iVolunteers Awards, and being recognized as a Green Hero by Hindustan Times and an Earth Hero (2018) by The Better India.

    Together, we can all make a significant difference. Whether it’s picking up litter during a morning walk or organizing a clean-up drive in your neighbourhood, every small effort counts. This World Environment Day, let’s all unite in our efforts and work towards a cleaner, greener future for our communities and our planet.

    – Join us for World Environment Day for an Inspiring Journey | Max Protein Swachhata Warriors –

    – From Tragedy to Triumph: Mumbai beach clean-up becomes a legacy | Dr. Chinu Kwatra (Part 1) –

    – From Kachrawala to Safaiwala |  Dr. Chinu Kwatra (Part 2) –

    – Engineer put passion into action, cleaning beaches every weekend | Hitesh Maniyar

    – From Childhood Concern to Weekend Warrior | Chintu Sharma –

    – From Trash Titan to Beach Champion | Harshad Dabhlokar –

    – Inspired Sibling Duo | Samir Kwatra-

    – From Dalal Street to Beach Warrior | Chris Chokar –

    – Rise Up for Our Beaches: A Call to Action on Pollution | All Volunteers –

  • Strengths Masters appoints M Seshasai as chief business officer

    Strengths Masters appoints M Seshasai as chief business officer

    Mumbai: Strengths Masters, a leading leadership development and talent management organisation, is thrilled to announce the appointment of M Seshasai as the chief business officer (CBO). With over two decades of experience in leadership development, talent assessment, driving revenue growth, strategic planning, and operational excellence, Seshasai brings a wealth of knowledge and expertise to Strengths Masters.

    Seshasai has a distinguished career, having worked with renowned organizations such as DDI and Franklin Covey Training & Consulting. His deep understanding of the industry, combined with his proven track record in business development and client management, makes him an invaluable addition to the Strengths Masters team.

    As chief business officer, Seshasai will be responsible for leading the company’s business development strategies, expanding market presence, and driving overall business growth. His leadership will be instrumental in strengthening partnerships, enhancing client experiences, and achieving the company’s strategic objectives.

    Strengths Masters founder and CEO Abhishek Joshhi expressed his enthusiasm about Seshasai’s appointment:

    “We are delighted to welcome M Seshasai to the Strengths Masters family. His extensive experience and deep insights into the leadership development and talent management landscape will be pivotal as we continue to grow and expand our impact. I am confident that Seshasai’s strategic vision and operational expertise will propel Strengths Masters to new heights, enabling us to better serve our clients and foster a thriving community of professional Gallup Certified Strengths coaches.”

    Strengths Masters has rapidly grown its reputation as a trusted partner in leadership development, successfully partnering with over 100 organizations and delivering more than 200 projects. The appointment of Seshasai aligns with the company’s commitment to excellence and innovation in the field of talent management.

    Strengths Masters is a premier leadership development and talent management organisation, dedicated to fostering growth and excellence through its community of professional Gallup Certified Strengths coaches. With a proven track record of partnering with over 100 organizations and delivering more than 200 projects, Strengths Masters empowers individuals and organisations to leverage their strengths for optimal performance and success.

  • Good Glamm Group appoints Lauren Bloomer as president – international

    Good Glamm Group appoints Lauren Bloomer as president – international

    Mumbai: The Good Glamm Group, South Asia’s largest DTC beauty & personal care conglomerate, has announced the appointment of Lauren Bloomer as president – international, Good Glamm Group. Lauren will also be appointed to the board of directors of Wyn Beauty by Serena Williams as the representative for the Good Glamm Group.

    Lauren brings 23 years of extensive experience in the beauty and consumer goods industries to her new role, where she will spearhead the Good Glamm Group’s international growth and expansion.

    An Estee Lauder companies veteran, Lauren last served as CEO of Becca Cosmetics and prior to that held key global marketing roles at Clinique and Estee Lauder. Her career also includes brand management and strategy positions at The Clorox Company, and the Boston Consulting Group, where she honed her skills in brand building, omnichannel development, and go-to-market activation. Lauren earned her MBA from the Wharton Business School and a bachelor’s degree in Economics from Dartmouth College.

    “I’m thrilled to join the Good Glamm Group. With a shared passion for innovation and excellence, I look forward to working with this talented team to advance our vision and establish the Good Glamm as a leading global beauty company,” said Good Glamm Group president – international Lauren Bloomer.

    Commenting on the appointment, Good Glamm Group, group founder Darpan Sanghvi shared, “After a successful launch of our International business, we are now delighted to welcome Lauren to the Good Glamm Group to drive our next phase of growth. Her extensive experience and proven track record in the beauty industry make her the perfect fit to lead our global expansion. Lauren’s strategic insight and dynamic leadership will be invaluable as we continue to expand and innovate in the beauty space.”

    With over two decades in the consumer products industry, Lauren brings a wealth of experience in strategy and planning, P&L management, omni-channel marketing, and insights and analytics. She is known for her results-oriented approach, excellence in execution, and financial acumen, and she has consistently delivered exceptional outcomes throughout her career.

    Lauren’s appointment marks a significant milestone for Good Glamm Group’s international expansion as the group looks to grow and solidify its vision of building a global beauty company.

  • Duroflex expands leadership team to strengthen the brand and business

    Duroflex expands leadership team to strengthen the brand and business

    Mumbai: Duroflex, leading brand in the sleep solutions category, is proud to announce the appointment of Ullas Vijay as chief marketing Officer and Sudhanshu Krishna as chief sales officer – Consumer Business. This move is part of Duroflex’s ongoing efforts to strengthen its market position. By building its leadership team, Duroflex aims to drive innovation, enhance customer engagement, and accelerate growth in the highly competitive sleep solutions market.

    Ullas Vijay, who joins as the CMO, will be taking the reins of Duroflex’s marketing. With over 16 years of experience managing brands across lifestyle, fashion, sports, and FMCG categories, Ullas has a proven record of accelerating market share and building strong brands. In his last role as Head Category & Communication at Bata India, he has excelled in identifying market gaps, leveraging consumer insights and ensuring product-brand alignment. His expertise in marketing and communications has led to successful campaigns, elevated customer experiences, and earned him several awards.

    Speaking about his appointment, Duroflex Pvt. Ltd CMO Ullas Vijay said, “I’m delighted to join Duroflex, a company renowned for its pioneering innovations in the sleep solutions industry for over six decades. I look forward to driving growth and strengthening our relationships with our customers. By focusing on innovation, and enhancing customer experience at every touchpoint, I hope to make Duroflex the most loved sleep solutions brand.”

    Sudhanshu Krishna, who joins Duroflex as the CSO, will be leading the sales function for the consumer business of the organization. Prior to Duroflex, Sudhanshu was with Eurreka Forbes as Vice President and CoE Head of Direct Sales. With over 18 years of experience, he has steered many prominent brands to success. Beyond his leadership in sales and business, Sudhanshu brings strategic thinking, analytical acumen and a talent for driving organizational change. His unique leadership style presents an opportunity for optimizing resources, refining sales processes and enhancing overall company performance.

    Commenting on this new role, Krishna said, “I’m delighted to join Duroflex, a brand which is committed to quality and innovation in the sleep solutions industry and has earned immense trust from its consumers. With Duroflex, I hope to set a standard for excellence in the industry through superior solutions. I look forward to building strong relationships with our channel partners and continuously improving our skills to deliver exceptional results and drive profitable business growth.”

    Speaking on both the leadership appointment, Duroflex group CEO Sridhar Balakrishnan said, “We are glad to welcome Ullas Vijay and Sudhanshu Krishna to the company’s leadership team. Their combined experience will be instrumental in further driving the growth and success of the organisation. We are excited to onboard these leaders who will steer Duroflex to become the top sleep solutions provider in India by enhancing our market position and value to the consumers as well as stakeholders.”

  • Panasonic strengthens sustainability commitment with #PanasonicForTheWorld campaign

    Panasonic strengthens sustainability commitment with #PanasonicForTheWorld campaign

    Mumbai: Panasonic Life Solutions India (PLSIND) – a diversified technology company, announced the launch of the #PanasonicForTheWorld campaign and successfully concluded its fifth edition of Harit Umang – Joy of Green, an environment awareness programme. Harit Umang aims to educate society about green practices around e-waste disposal, and conserving biodiversity and energy through active engagements with educational institutions. The programme is also in line with the GreenE initiative and directive of the ministry of Electronics and Information Technology (MeITY). Exemplifying Panasonic’s commitment towards a circular economy, the green ambassadors were felicitated with medals made of metals extracted from responsible recycling of electronic waste.  

    The felicitation ceremony was attended by Dr Ved Prakash Mishra, director in the ministry of environment, Forest and Climate Change, Govt of India; Dr Sandip Chatterjee, Senior Director, Ministry of Electronics, and Information Technology, Govt of India; Dr Ashish Chaturvedi, Head of the Action for Climate and Environment Unit at UNDP India; Manish Sharma, Chairman, Panasonic Life Solutions India & SA; Tadashi Chiba, MD & CEO, PLSIND; and Ritu Ghosh, Head, Corporate Affairs, PLSIND.

    Ved Prakash Mishra, director of ministry of environment, Forest & Climate Change, Govt. of India, congratulated the Green Ambassadors, applauding the collective efforts under Panasonic’s Harit Umang outreach – “It is indeed commendable to see the young students brainstorming on topics of global importance like Circular Economy and contribute towards the mindset of scientific recycling. We are proud that the medals awarded to the Green Ambassadors are made from metals extracted from recycled electronic waste, thus reflect in the true commitment towards a sustainable future.”

    UNDP India’s head of the action for climate and environment unit  Dr Ashish Chaturvedi commented “Young people are brimming with energy, creativity, and a passion for the environment, making them powerful agents for change. The Harit Umang programme is a great initiative to empower our youth with the knowledge and tools to catalyze a mass movement towards climate-friendly lifestyles.”

    Sharing his views on Panasonic’s concerted efforts, Panasonic Life Solutions India and SA chairman Manish Sharma said, “In thought and action, we are committed towards a sustainable future. The global programme, Panasonic Green Impact enables us to focus our initiatives in the right direction, with an aim to reduce emissions through an energy-efficient approach and encourage the use of renewable energy.  Aligned to the sustainability vision, in India, we are consistently making conscious efforts in the ESG space. We are bringing our vision to life through campaigns such as #PushForChange, #DiwaliWaliSafai, #PanasonicHaritUmang, and now, the launch of #PanasonicForTheWorld. The potential for youth to make a significant impact in this space is immense, and I would also like to congratulate all the Panasonic Harit Umang Green ambassadors of this year for their contribution towards environmental awareness.”

    Panasonic Life Solutions India MD & CEO Tadashi Chiba said, “We continue to take inspiration from the words of the founder of Panasonic, Konosuke Matsushita – the basic purpose of an enterprise is to work to improve life within the community through its business. Whether it is the Panasonic Energy Company (PECIN) factory in Pithampur or the Technopark factory in Jhajjar, a zero-carbon lifestyle and the adoption of sustainable business practices are at our core. Further, to boost awareness among the young generation, our Harit Umang programme has been going strong and this is the second year that I have personally been a part of it. Another initiative that helps children understand and deep dive into the Sustainable Development Goals by the United Nations is Kid Witness News. It’s heartwarming to see our family of young green ambassadors growing year-on-year where they are becoming conscious of using resources responsibly and supporting the society at large.”

    Further, in convergence with World Environment Day, PLSIND also announced its #PanasonicForTheWorld campaign, intending to raise awareness about all the pillars of ESG and transparently share details of the efforts that the group companies of Panasonic in India are collectively making in this space.  

  • “Leads Brand Connect’s role was instrumental in bringing the campaign idea to life:” Ashish Khandelwal

    “Leads Brand Connect’s role was instrumental in bringing the campaign idea to life:” Ashish Khandelwal

    Mumbai: Bail Kolhu has set a new benchmark with the #ChunoSahi campaign. The innovative campaign has captivated audiences across the nation, distinguishing itself with a resonant narrative and outshining other election-related campaigns with its extraordinary reach and impact.

    In a landscape crowded with election-related campaigns, #ChunoSahi stands out as unique. The leading FMCG company is proud to be the only brand to introduce an initiative focused on making informed voting choices rather than simply voting, setting a new standard in consumer engagement and civic awareness.

    The campaign’s digital footprint is nothing short of remarkable. Across all platforms, the campaign amassed over 48 million views, 558,038 likes, 28,909 shares, and 10,651 comments. These impressive numbers highlight the campaign’s widespread appeal and its effectiveness, both in the kitchen and at the ballot box. The campaign was also released on national TV and radio channels.

    The creative force behind the #ChunoSahi campaign is Leads Brand Connect. The full-service creative brand marketing agency ideated and executed the three different ad films for the initiative.

    Indiantelevision.com caught up with BL AGRO managing director Ashish Khandelwal, who discussed the creative process behind the campaign and much more…

    Edited excerpts

    On the initial brainstorming and creative process behind the campaign

    The initial brainstorming began with the recognition that elections are celebrated as festivals in our country. People across the nation participate in elections and cast their votes with great enthusiasm. How could a legendary brand like Bail Kolhu stay silent when we had a chance to make a significant impact? Our agency Leads Brand Connect, came up with the #ChunoSahi campaign idea to encourage mindful voting and the selection of the right candidates. The agency conceptualized an entire 360-degree plan to make a grand entrance and open the eyes of voters, particularly targeting young voters. During our research, we identified numerous issues that needed attention. However, we decided to focus on three crucial aspects: Grand Commitments of Leaders and Parties, Alluring Voters, and Lack of Basic Civic Necessities.

    Through the #ChunoSahi campaign, we aimed to create a powerful and resonant message that would inspire voters to think critically about their choices. The campaign employed a variety of strategies, including social media outreach, influencer partnerships, and engaging content, to ensure widespread reach and engagement along with the messages on Television and Radio.

    On Leads Brand Connect contributing to the campaign, and their role in bringing the idea to life

    Overall, Leads Brand Connect’s role was instrumental in bringing the campaign idea to life. Their comprehensive approach, from strategic planning to execution and analysis, ensured the campaign’s success and helped the brand achieve its marketing objectives. The trusted agency planned everything from films to digital strategy to collaborations with influencers.

    They crafted compelling narratives and designs that resonated with the target audience, driving engagement and brand recognition. Their proactive approach to monitoring and analysis enabled timely adjustments, ensuring maximum impact and ROI. Moreover, their collaborative spirit fostered strong partnerships, amplifying the campaign’s reach through strategic collaborations. In essence, Leads Brand Connect not only executed the campaign but also elevated it to new heights, leaving a lasting impression on both the brand and its audience.

    On strategies you used to achieve such widespread reach across various platforms

    We implemented a multifaceted strategy that focused on targeted ad campaigns, tailored content, and strategic collaborations. Our targeted ad campaigns used audience segmentation and behavioral insights to create effective ads. We partnered with credible influencers in food and politics segment, who shared tailored content aligned with our message.

    On #ChunoSahi standing out and achieving a significant impact

    #ChunoSahi stood out in a crowded election campaign landscape due to its unique approach to tapping into the most serious issues Indian citizens faced during the election season in a comic satirical manner. Each ad film was targeted on a unique set of issues: the first one was centered around Neta ji’s bragging promises, the second on disappearing promises post-election, and the third on vote-buying tactics emphasizing the importance of mindful voting.

    On the campaign influencing future marketing strategies within the FMCG sector

    The #ChunoSahi campaign is poised to have a significant influence on future marketing strategies within the sector. By emphasizing the importance of making informed choices, the campaign taps into consumers’ growing demand for transparency and authenticity. This shift towards empowering consumers with knowledge about products aligns with broader industry trends towards sustainability and ethical consumption. FMCG brands are likely to increasingly adopt similar strategies, focusing on transparency, product quality, and social responsibility to build trust and loyalty among consumers. Additionally, the campaign’s success in leveraging digital platforms and engaging with influencers underscores the importance of omnichannel marketing and the integration of social media in FMCG marketing strategies. Overall, the #ChunoSahi campaign sets a compelling precedent for FMCG brands to embrace consumer-centric approaches that prioritize integrity, sustainability, and meaningful engagement.