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Category: Media and Advertising

  • Industry unites to draw massive delegation for Goafest 2024

    Industry unites to draw massive delegation for Goafest 2024

    Mumbai: Goafest, South Asia’s premier festival celebrating creativity excellence, continues to drive industry growth and collaboration. This year, the festival has achieved remarkable success with a surge in delegate entries and unprecedented support from industry leaders. Scheduled to take place from 29 to 31 May at the Westin Mumbai, Powai Lake, this year’s event has drawn increased participation from agencies and clients of all scales, underscoring its expanding influence and reach.

    The 17th edition of Goafest boasts of an impressive line-up with delegation from media agencies including Havas Media, Publicis Media, Group M, Madison Communications, Initiative Media, OMD, and Zenith Optimedia, among others. Creative powerhouses TLG India, L&K Saatchi & Saatchi, Leo Burnett, FCB Group, Havas Worldwide are also on board, along with brands like Nestle, Tips Industries, Kotak General Insurance, and Airtel. Media giants Bennett Coleman, ABP Group, Zee Media, Navabharat Media Network, et al have also shown unwavering registration support. The festival’s appeal spans multinational agencies to smaller firms, showcasing its inclusive ethos.

    Goafest remains a pivotal industry event, driving innovation, creativity, and collaboration year after year. It’s a hub for professionals to share ideas, learn from experts, and showcase groundbreaking work. The festival’s impact resonates throughout the industry, inspiring creativity and enhancing professional networks.

    Goafest 2024 chairman of the delegates committee – Sam Balsara expressed his enthusiasm for the upcoming event, stating, “Goafest has always been a beacon of creativity and innovation in the advertising industry. This year’s entries have set a new benchmark for excellence. The support from the industry has been overwhelming, and the record number of registrations is a clear indicator of the vibrant and dynamic nature of advertising media and marketing industry.”

  • Mahesh Babu shares the key to humility amidst stardom in latest Denver ad

    Mahesh Babu shares the key to humility amidst stardom in latest Denver ad

    Mumbai:  Denver has released an inspiring new phase of its ‘success’ campaign, starring the megastar Mahesh Babu. In a time when achievements are given more importance over values, this campaign encourages a shift in perspective, redefining success to be more than just accomplishments. The brand film shares an important message through a simple yet impactful narrative.

    Babu is the epitome of success. A self-made man and a symbol of humility and empathy, he underscores the importance of respecting everyone, regardless of their societal status in the brand film. Through his dialogue, “A person’s thinking determines their place in society; success should not go to your head,” Mahesh Babu urges viewers to reconsider their attitudes toward others and adopt a mindset of equality and compassion. The brand film redefines how successful individuals let their aura (scent) reflect their achievements while remaining humble.

    Hamilton Sciences Private Limited CEO & MD Saurabh Gupta said, “Our latest ‘success’ campaign with the Superstar Mahesh Babu reminds our audience that true success is measured not just by achievements but by the ability to stay grounded and humble. Mahesh showcases this balance, sharing the message that no matter how high we rise, our values and humility keep us rooted. We are proud to collaborate with someone who inspires us to reach for the stars while keeping our feet firmly on the ground.”

    Babu, talking about the campaign, said, “Perfume is an essential part of grooming, which demonstrates discipline, and attention to detail, qualities that contribute to personal and professional success. However, success is also defined by our behaviour with others. Denver’s ‘Scent of Success’ campaign aligns perfectly with these values, and I’m honoured to be a part of it.”

     

     

  • New Mangalore Port Authority will be title sponsors of fifth Indian Open of Surfing

    New Mangalore Port Authority will be title sponsors of fifth Indian Open of Surfing

    Mumbai: The fifth Indian Open of Surfing (IOS), a premier national surfing competition sanctioned by the sport’s governing body in the country, the Surfing Federation of India (SFI) – have announced the New Mangalore Port Authority as their new title sponsors for the 2024 edition, scheduled between 3q May to 2 June at the pristine Sasihithlu Beach in Mangalore. The event will be organised by the Surfing Swami Foundation and hosted by the local Mantra Surf Club under the aegis of SFI. Continuing with its record of attracting top corporate sponsorship for the Indian Open of Surfing, the organizers also announced Karnataka Tourism as event partners for the fifth consecutive year. The famous Cycle Pure Agarbatti have also been roped in as the ‘powered by’ sponsors while Explurger has come onboard as a social media app partner exclusively for the very first time to empower the event.

    The fifth Indian Open of Surfing is all set to showcase the talent and skills of top Indian surfers which include the likes of Ramesh Budihal, Kishore Kumar, Harish M, Srikanth D, and Manikandan D, Kamali Moorthy, Srishthi Selvam, and Sandhya Arun, as they compete for top honors in four different categories (Men & Women’s Open and Groms U-16 Boys & Girls) in the three-day surfing extravaganza.

    “We have eagerly awaited the moment to announce our partnership with the 5th Indian Open of Surfing. The opportunity to support surfing, one of the fastest-growing water sports both nationally and globally, is something we could not pass up. Surfing holds transformative potential for the region, positioning Mangalore as a premier destination for adventure enthusiasts. This, in turn, significantly boosts the local economy and empowers the local communities. We are proud to be part of an initiative that brings such multifaceted benefits to the region,” said, New Mangalore Port Authority chairman Dr Venkata Ramana Akkaraju.

    “The Karnataka Government and Karnataka Tourism have been supporting surfing for a long time. This support encourages more people to visit beautiful places like Sasihithlu and explore what the state has to offer in terms of tourism development. I extend my best wishes to everyone involved in this year’s IOS for a fun and successful event”, said Dakshin Kannada M P, IAS, deputy commissioner Mullai Muhilan.

    “We have been truly impressed by the surging popularity of surfing in India. We are committed to supporting initiatives that align with our values of preserving the ecological surroundings and foster community development. I extend my best wishes to all the athletes and organizers for a successful tournament. Let’s hope to see India rise in this exhilarating sport,” said NR Group managing partner & Cycle Pure Agarbatti MD Arjun Ranga.

    “The Indian Open of Surfing embodies the adventurous spirit we cherish at Explurger. Partnering with the Surfing Federation of India underscores our dedication to celebrating the excitement of exploration. We extend our heartfelt wishes to all participants and look forward to many more collaborations,” said, Explurger founder & CEO Jitin Bhatia.

    Indian Open of Surfing will be the second stop of the National Championship series of the 2024 calendar year, following the International Surfing Festival Kerala 2024, held in March at the beautiful cliff beach of Varkala. The IOS will feature intense rivalry between surfers from the east and west coasts, as these championships carry important ranking points that will determine the surfers’ standings at the end of the season.

  • Cheil India’s new campaign for JK Tyre celebrates the spirit that unites all Indians

    Cheil India’s new campaign for JK Tyre celebrates the spirit that unites all Indians

    Mumbai: Cheil India’s new TVC for JK Tyre is a showcase of the entire range of products from the brand and its commitment to cater to the varied tyre needs of Indian consumers. It is a communication that is anchored in an anthemic song sung by one of India’s top singers, Mohit Chauhan with lyrics penned down by JK Tyre CMO Amit Gujral.

    JK Tyre is one of the largest tyre manufacturers in India, making tyres for a range of vehicles like premium passenger cars, SUVs, two-wheelers, farm vehicles, trucks, buses, etc.

    “The agency presented several routes, but one insight resonated with the collective team very strongly. In this age where we are all becoming individual islands, it is the roads that keep us connected with each other. Running from the north most tip of India to the last bend down the south, roads are a force of connection across India. And thus was born the idea: India meets India,” said Cheil India chief growth officer Neeraj Bassi.

    “Our insight about JK tyres enabling human connections was strong. So staying true to the brand’s ‘Desh ka tyre’ positioning, we decided to make a grand film which evokes a sense of pride in every Indian. Through our protagonist riding across the length and breadth of the country, we showcased the entire range of JK tyres rolling through diverse landscapes of India. On the way he has heart-warming interactions with people across various regions. These moments, along with the soulful track sung by Mohit Chauhan, drive the emotional connect of the film,” said Cheil India national creative director Amit Nandwani.

    To make this narrative tug at the heart of every Indian, the brand roped in director Bharatbala, who is renowned for taking India to the world through his vision over the years and continues to do so even today and overlaid it with an anthemic track sung by one of India’s top singing talents, Mohit Chauhan.

  • Sirona challenges menstrual taboos with #TheBloodyConversation campaign

    Sirona challenges menstrual taboos with #TheBloodyConversation campaign

    Mumbai: Sirona Hygiene, The Good Glamm Group’s portfolio brand and a leading brand in menstrual hygiene products, is revolutionising the conversation around menstruation with the launch of its unapologetically bold #TheBloodyConversation campaign. In recognition of Menstrual Hygiene Day, this initiative aims to dismantle the taboos, ignorance and stigma surrounding periods, particularly among men, and insists on the necessity of open, unfiltered dialogue.

    In line with its commitment to drive change, this Menstrual Hygiene Day (28 May), Sirona encourages everyone to just have “TheBloodyConversation.” The campaign video, sheds light on the lack of awareness amongst men when it comes to periods, emphasizing the importance of open and comfortable conversations about menstrual health. As part of an eye-opening experiment, men in the video are equipped with a simulator device that replicates period pain each time they answer a period-related question incorrectly. With this campaign, Sirona wants to emphasize that by just having the bloody conversation, we can promote a more informed, empathetic, and equitable society where menstrual health is understood and supported. It’s time we normalize periods and ensure that everyone has the resources and knowledge they need to manage them with dignity.

    “At Sirona, we refuse to tiptoe around the subject of menstruation,” asserted Sirona Hygiene, Good Glamm Group head of marketing Anika Wadhera. “Our #TheBloodyConversation campaign challenges societal norms that perpetuate silence and misinformation. By compelling everyone to engage openly and honestly, we are driving towards a future where menstrual health is universally understood, respected, and supported.”

    According to recent research, the menstrual hygiene market has experienced substantial growth, with a compound annual growth rate (CAGR) of 6.3 per cent from 2019 to 2023. Over the past two years, there has been a significant shift in the conversation surrounding menstrual hygiene, marked by a remarkable 25 per cent increase in online searches related to menstrual health and hygiene. Throughout this period Sirona has led multiple  campaigns aimed at educating the public and destigmatizing menstruation.

    Sirona’s assertive approach with #TheBloodyConversation is designed to provoke thought and action, demanding for change. It underscores the critical importance of normalizing period discussions, ensuring that everyone—regardless of gender—has the knowledge and resources needed to manage menstrual health with dignity and respect. Through this campaign, Sirona aims to cultivate a more informed, empathetic, and equitable society, dismantling the taboos surrounding menstruation and foster an environment where conversations about menstrual health are as commonplace and accepted as any other health discussion.

    Since 2015, Sirona has led the way in this category by developing modern and innovative solutions for problems related to menstrual hygiene. By encouraging candid discussions about menstruation, Sirona has played a significant role in breaking taboos and enabling women to confidently manage their menstrual health. Sirona continues to innovate and expand its range of products to cater to the diverse needs of menstruators. From menstrual cups to period pain relief patches, Sirona offers a comprehensive suite of solutions that prioritize comfort, convenience, and sustainability. Join Sirona in breaking taboos, challenging stereotypes, and championing menstrual health for all.

  • Doctor Against Addiction launches ‘A Prescription for Deaddiction’ campaign

    Doctor Against Addiction launches ‘A Prescription for Deaddiction’ campaign

    Mumbai: With various forms of addictions becoming rampant and widespread resulting in fissures in family and personal lives, a steep increase in accidents and crime rate, Doctor Against Addiction (DaAD) has launched a sustained campaign called ‘A Prescription for Deaddiction’. The sharp-focused campaign seeks to empower doctors to play an active role in reducing various forms of addictions by intervening as early as possible at the consultation level.

    “At the heart of the campaign lies a powerful symbol – “HRx.” This symbol represents a prescription for harm reduction, a commitment by doctors to address the harm caused by addiction and harmful behaviours. It serves as a beacon of hope and change. ‘A Prescription for Deaddiction’ is not just a campaign; it’s a call for action. It envisions a healthcare landscape where doctors can be champions of change, equipped with the knowledge, compassion, and tools needed to address harmful behaviours. Often, doctors routinely check height, weight, BP and sugar levels. Now they are being trained to identify classical symptoms of addictions of various forms,” said Doctors Against Addiction (DaAD) chief coordinator Dr Manish Sharma.

    The “HRx” symbol allows doctors to specify the form of addiction or harmful behaviour they aim to address.

    The genesis of Doctors Against Addiction (DaAD) became imminent because in an increasingly complex world, individuals often find solace in various forms of behaviour and substances, from gadget addiction and alcohol to drugs and tobacco. While these may offer temporary relief or pleasure, they can also lead to significant harm to both the individual and society at large.

    Doctors Against Addiction (DaAD) is of the opinion that healthcare professionals can make a profound difference in deaddiction and promote healthier lifestyles as they are closely knit to the patients.

    Deliberating on potential of Doctors Against Addiction (DaAD), and doctor-patient relationship, Yashoda Super-specialty Hospital, Kaushambi, Ghaziabad, DM – infectious disease, senior consultant Dr Chhavi Gupta said, “The foundation of any fruitful doctor-patient relationship is trust. And this is achieved when patients feel comfortable sharing their concerns, even when those concerns revolve around potentially harmful behaviours. By creating an atmosphere of trust and non-judgment, healthcare professionals can empower patients to open up and seek help. During these conversations, they can effectively counsel patients on deaddiction.”

    Doctors are now being trained to patiently listen and ask open-ended questions in an effort to identify the type of addiction and reduce the stigma surrounding it through compassionate and tailormade dialogue.

    ‘A Prescription for Deaddiction’ (DaAD) is not a one-size-fits-all solution. It is a personalised approach, adapting strategies to individual patient needs for effective interventions. It emphasizes involving patients in setting deaddiction goals and maintaining regular follow-ups for progress. Now, healthcare professionals are trained to advocate for addiction awareness and support community initiatives.

    “Beyond physical harm, excessive behaviours can wreak havoc on mental well-being leading to anxiety, depression, and a diminished sense of self-worth. Alcohol and drug abuse can lead to altered mood states, cognitive impairment, and exacerbation of pre-existing mental health conditions. However, by approaching the conversation without judgment, healthcare professionals can make patients feel respected and understood. Consistent monitoring reinforces the doctor-patient partnership. And “A Doctors Against Addiction (DaAD) is a step forward in this direction, to help patients achieve their deaddiction goals,” said Indian Medical Association (IMA) former general secretary Dr Narender Saini.

    Excessive behaviours significantly impact physical health. Excessive screen time causes digital eye strain, disrupted sleep, and posture issues. Alcohol and drug abuse lead to liver damage, cardiovascular problems, addiction-related illnesses, and overdose. These immediate and tangible effects highlight the need for moderation.

    ‘A Prescription for Deaddiction’ envisages to address the issue of addiction holistically, wipe out stigmas and mainstream the affected individuals.

  • Goafest 2024 announces maiden partnership with D&AD’s Masterclasses

    Goafest 2024 announces maiden partnership with D&AD’s Masterclasses

    Mumbai: Goafest, South Asia’s largest advertising and media festival enters into a strategic partnership with D&AD, the global arbiter of design and advertising excellence, to curate skill development masterclasses at the festival’s 17th edition, in Mumbai.

    Ushering in a new era of creative mastery, Goafest 2024 solidifies its position as a beacon of innovation and excellence and continues to redefine industry standards year after year. With a focus on skill development, creative excellence, and industry knowledge enhancement, the inclusion of three Masterclasses by D&AD at Goafest 2024 is set to elevate the festival to unprecedented heights, bringing the two titans of the creative world on a single stage. The three skill development Masterclasses curated for Goafest 2024 will offer attendees a unique opportunity to delve into the realm of creativity, inspiration, and strategic insight. Crafted around the central theme of ‘The Age of Adaptability’, each of the Masterclasses are designed to equip participants with actionable strategies and transformative ideas that are poised to redefine the industry’s landscape.

    The first Masterclass, ‘Trend Immersion Workshop’ will help attendees identify emerging trends and differentiate them from fads. A creative boost, it will inspire fresh thinking and encourage the application of past learnings. The workshop will drive innovation, ideation and fresh thinking. Titled ‘Unlock Award Winning Ideas’, the second workshop unpacks insights on the making of inspiring and impactful award-winning work and campaigns including wins from D&AD Pencil. The third Masterclass, ‘Unpacking Brand Iconicity’ is an interactive session that explores ways brands are using the iconic elements of their identity and provides tips for getting to the heart of a brand. The workshop will explore recent trends in brand identity, understand the making of ownable iconicity and develop an identity into a brand story. Each Masterclass is carefully curated and aims to educate through real-world insights.

    Speaking on the collaboration, Jaideep Gandhi, Chairperson of Goafest 2024 said “At Goafest, our vision has always been to push boundaries and redefine the standards of creativity. This partnership with D&AD is a testament to our dedication to providing unparalleled learning opportunities and empowering attendees with skills and ideas that will shape the future of the creative industry.”

    “We are thrilled to bring our D&AD Masterclasses to Goafest 2024 to celebrate and advance creative excellence. We have shared goals to foster diverse talent, drive innovation, and propel the creative industry forward to shape the future leaders of our industry.” said Jo Jackson, CEO of D&AD.

    Goafest 2024, in collaboration with D&AD Masterclasses, invites industry leaders, professionals, and enthusiasts alike to celebrate creativity, innovation, and excellence and chart a new course for the future of advertising and media, leaving an indelible mark on the global creative landscape

  • Yatra Online launches its #SummerKaScene campaign

    Yatra Online launches its #SummerKaScene campaign

    Mumbai: Dreaming of your next summer getaway, but stuck in your daily grind? Harnessing the strong desire for adventure and exploration during the summer months, Yatra Online Ltd {BSE: 543992 & NSE: YATRA}, an online travel company, has launched its latest campaign, #SummerKaScene. Through this campaign, Yatra.com inspires travellers to break free from their daily routines and embark on summer adventures with exciting offers on flights, hotels, and holiday packages.

    The #SummerKaScene campaign revolves around a simple yet compelling idea – during the summer, people yearn to escape the monotony of everyday life. Whether it’s the desire to explore new destinations, relax on pristine beaches, or embark on a thrilling adventure, Yatra Online is here to make those dreams a reality. With a wide range of irresistible offers across flights, hotels, and holidays, Yatra empowers travellers to create their own unique summer experiences.

    Building on the popular colloquial phrase “Scene Banao,” the campaign connects with the youth by leveraging the word ‘scene’ as a slang for various situations. In this context, it signifies the opportunity to travel and escape the mundane. Yatra Online aims to trigger the action of booking by tapping into the urge to travel that often surfaces amidst regular life situations. The message is clear – if you’ve been dreaming about traveling, it’s time to make those dreams come true.

    The campaign is brought to life through two engaging digital films. The first film highlights a father’s wanderlust ignited by his daughter’s geometry homework, encouraging families to embrace memorable travels with up to 60 per cent off* on various services. The second film inspires solo travel dreams, depicting a woman whose daily routine sparks a desire for a solo trip to Ladakh. With these films, Yatra aims to connect emotionally with viewers and motivate them to take action on their travel aspirations.

    As part of the #SummerKaScene campaign, Yatra Online is offering a plethora of exciting deals and discounts on flights, hotels, and holiday packages; with offers across leading banks and cards. Travelers can look forward to:

    1    Up to Rs. 2400 off on domestic flights

    2    Up to Rs. 10,000 off on international flights

    3    Up to 60 per cent off on domestic and international hotels

    4    Curated holiday packages tailored to your interests and preferences

    Commenting on the campaign, Yatra Online Ltd CEO & whole-time director Dhruv Shringi said, “At Yatra Online, we are driven by a vision to inspire and facilitate extraordinary travel experiences. With the #SummerKaScene campaign our aim is to make summer getaways more accessible and exciting for everyone. With unparalleled offers and meticulously curated packages, we are dedicated to turning our customers travel dreams into reality. This campaign underscores our commitment to helping travellers break free from the everyday and embrace the adventures that summer has to offer.”

    On the campaign articulation, Social Panga co-founder said, “Being the creative partner on the #SummerKaScene campaign has been an exhilarating experience. Our goal was to tap into the universal desire to escape the ordinary and inspire people to create their own summer adventures. By leveraging the concept of ‘Scene Banao,’ we aimed to connect with travelers on a personal level, encouraging them to turn their travel aspirations into reality. We’re proud to partner with Yatra Online in bringing this vibrant and exciting campaign to life, and we can’t wait to see the amazing journeys that people embark on this summer.”

  • “Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies”: Ajay Kakar

    “Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies”: Ajay Kakar

    Mumbai: The 55th edition of the Abby Awards powered by One Show marks a milestone in the recognition of excellence in advertising, bringing together the industry’s brightest minds and creative talents. This year’s awards showcase an increase in participation and entries, reflecting the growing competitiveness in the advertising community.

    Indiantelevison.com caught up with Ajay Kakar – Chairperson of Awards Governing Council Abby Awards 2024 powered by One Show and Managing Committee Member, The Advertising Club, where he shared a deeper understanding on the relevance of the event, judging process and much more!

    Edited excerpts

    On the relevance of conducting Abby Awards 2024 powered by One Show

    We have remained contemporary and attuned to the changing times. We are the only awards that I know of which are for the industry, by the industry, and of the industry. While there are award shows that operate primarily as commercial platforms, our focus is on inspiring and recognizing our own industry.

    On the surge in participation and entries

    This year, the Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies. The number of media agencies involved jumped to 73, up from 63 last year, while creative companies saw an increase from 181 to 198. The entries from media agencies surged to 1,258 from last year’s 1,019, indicating an engagement in the competition. Although the entries from creative companies slightly decreased to 2,248 from 2,282, the total number of entries reached an impressive 3,506 surpassing last year’s 3,301.

    On the introduction of new categories

    The Abby Awards 2024 powered by One Show introduced three new age categories – Digital, Mobile, and Technology, which garnered 626 entries from 75 companies. This addition reflects the evolving landscape of advertising, emphasizing the importance of innovation and technological integration in the industry.

    On the diverse and inclusive jury

    A panel of 23 jury chairs and 204 jurors across 23 categories ensured a rigorous and fair judging process. This year’s jury included 68 female judges, contributing to a 33:67 gender ratio, and out of the 23 jury chairs, nine were women, reflecting a commendable 40:60 ratio. The inclusion of 53 new, young, award-winning judges, constituting 26 per cent of the jury, underscores the bright and shining future for India.

    On the return of leading agencies

    Prominent agencies such as Lowe Lintas, McCann Worldgroup India, DDB Mudra, and Famous Innovations returned to compete, highlighting their influence in the advertising sector.

    On the rigorous judging process

    The Abby Awards 2024 powered by One Show employed a meticulous judging process, combining the renowned One Show system of shortlist and award rating with independent verification by KPMG. This rigorous approach ensures the highest standards of integrity and credibility in the selection of winners.

    On this year’s new and exciting categories

    This year’s awards introduced several new and exciting categories to acknowledge the latest trends and innovations in advertising:

    1.Best Use of AI: Added as a sub-category in both digital and technology verticals.

    2.Copywriting for Web and Digital Craft: Added in digital and digital verticals.

    3.Health Vertical: This new category includes sub-categories such as OTC Oral Medicines, OTC Products, and Nutraceuticals. Additionally, a new specialist agency award, Health Specialist of the Year, recognises the best performance by a company in this vertical.

  • Clear Premium Water unveils new series of digital video commercials

    Clear Premium Water unveils new series of digital video commercials

    Mumbai: Clear Premium Water, a quality-focused and value-based packaged water company, has announced the launch of a compelling new series of three digital video commercials (DVCs) that champion the cause of conscious living and responsible waste management.

    The initiative underscores the company’s commitment to promoting mindful consumption and eco-friendly practices while also raising awareness about counterfeit products.

    “Live Consciously, Choose Wisely”

    The first digital video commercial (DVC) in the series, titled “Live Consciously, Choose Wisely,” encapsulates the company’s ethos of conscious living and informed decision-making. Set against the backdrop of a lively outdoor playground, the commercial depicts a group of energetic children immersing themselves in play before heading to a nearby store for refreshments. With playful visuals, the ad gently nudges viewers to choose healthier habits and choices from an early age. It promotes mindful consumption and highlights the significance of prioritizing hydration over sugary drinks.

    Clear Premium Water founder & CEO Nayan Shah stated, “At Clear Premium Water, we believe that every individual has the power to make a difference. Our new series of DVCs aims to inspire and empower people to live consciously, choose wisely, and act responsibly. Through these powerful narratives, we hope to encourage a collective movement towards a more sustainable world.”

    #FakeSeFree: Embrace Authenticity

    The second digital video commercial (DVC), “#FakeSeFree: Embrace Authenticity,” stands as a resounding call to action against counterfeit products, epitomizing the brand’s campaign’s mission in the battle of Real VS Fake. Set against a backdrop of enticing deals and polished packaging, the ad sheds light on the deceitful nature of counterfeit goods while championing the authenticity of genuine products. Through poignant imagery and a compelling narrative featuring a handicapped man navigating through numerous offered bottles before selecting one, the ad prompts consumers to be smart shoppers, make discerning choices, and champion genuine brands. This reinforces the company’s unwavering commitment to integrity and transparency; its bottles distinguish themselves from the myriad of deceptive products with the signature ‘CLEAR ’embossed on the sides, which is easily recognizable by anyone.

    “Dispose Responsibly, Preserve Our Planet”

    The final digital video commercial (DVC), “Dispose Responsibly, Preserve Our Planet,” highlights the importance of responsible waste management in safeguarding the environment for future generations. It showcases how people from any and every walk of life need to make conscious steps towards a cleaner future. The visuals focus on a municipality cleaner having a tough day at work as usual and how he made a Clear choice when it comes to his hydration and waste disposal. This seemingly simple act is shown to have a ripple effect, highlighting the collective power we hold in protecting our environment. The ad doesn’t preach but uses beautiful visuals and a heartening message to inspire viewers to become stewards of the Earth. By making responsible choices about waste disposal, we can ensure a sustainable future for ourselves and generations to come. This commercial reminds us that even small actions, like sorting our trash, can create a positive impact on a global scale. It’s a call to action, urging us to be mindful of our choices and embrace eco-friendly practices in our daily lives.

    Each digital video commercial (DVC) in the series is designed to resonate with audiences on a deeply meaningful level, using compelling storytelling and evocative visuals to ignite conversations, drive positive behaviour change, and empower individuals to make a difference in their communities and beyond.