Mumbai: Baskin Robbins, an ice-cream brand, has announced the launch of its newest digital campaign, “The Happiest Ice Cream in the World”. Building upon the success of its recent summer launches, Baskin Robbins aims to amplify the joy of indulgence with this new campaign, tapping into the burgeoning trend of snacking. The campaign is a vibrant portrayal of its brand ethos of spreading happiness to consumers irrespective of the situations they find themselves in.
The campaign comprises of a series of four short captivating films that showcase consumers caught in bizarre situations, enjoying their favourite Baskin Robbins. The key takeaway being that through life’s ups and downs and sometimes even chaos, Baskin Robbins enables them to enjoy the moment and provide cheer irrespective of what happens around them, making them truly “the happiest”.
“Our consumers’ voices are the heartbeat of our brand” said Graviss Foods Pvt Ltd, Baskin Robbins India CEO Mohit Khattar. “Consumer feedback served as the inspiration for our new brand campaign, ‘The Happiest Ice Cream In The World. It’s a reminder that showcases the ability of Baskin Robbins Ice creams to completely elevate one’s state of being, no matter what life throws your way.”
The campaign is now live on all popular social and digital platforms.
For over three decades Baskin Robbins has been delighting ice cream lovers across India, slowly and steadily transforming itself into a brand and destination that is today the nation’s favourite, for indulgent ice cream and dessert experiences. With over 950 parlours in 280 plus cities and a significant footprint in the retail and food services segment Baskin Robbins India, is renowned for introducing differentiated product formats and flavours and delivering happiness to its countless consumers.
Mumbai: Wahter, India’s advertising, and packaged drinking water brand launched the #YourVoteYourVoice campaign to raise awareness about voting ahead of the upcoming Lok Sabha elections scheduled for 25 May 2024 in Delhi and Gurgaon. This campaign aims to motivate more citizens, especially first-time voters, to exercise the right to vote and participate in the electoral process.
Wahter’s campaign leverages its unique business model, integrating brand advertisements onto bottled water, to disseminate voting awareness messages. Each bottle distributed during this campaign features customised labels with different messages that encourage people to vote. The labels on the bottles feature slogans like ‘Vote Jaroor Karenge’ and ‘Vote Karega India, Tabhi To Badhega India’.
Wahter co-founder Amitt Nenwani said, “Voting is a fundamental right and a crucial part of our democracy. We wanted to highlight every vote’s importance in shaping our country’s future. Our main motive with this campaign is to encourage as many people as possible to come out and vote, particularly focusing on first-time voters.”
The campaign’s primary goal is to encourage greater voter turnout, emphasizing the importance of every vote. Understanding the critical importance of youth in voter participation, Wahter has strategically placed its carts in areas frequented by the youth and first-time voters. These locations include the Qutub Institutional Area in Delhi, Amity University Gurugram, and Gurugram University. By targeting these specific areas, Wahter aims to engage and inspire everyone to vote and make their voices heard.
Wahter’s commitment to social responsibility and community engagement is at the core of this campaign. The company continues to leverage its innovative approach to not only provide clean and affordable drinking water but also to make a positive impact on society through meaningful initiatives.
Mumbai: Gearing up to present three days of learnings, discussions, and deliberations while celebrating creative excellence, Goafest 2024 presents a stellar line-up of speakers for its 17 edition. With sessions that discuss various facets of the festival’s theme ‘The Age of Adaptability’, Goafest 2024 promises to unpack and deliver practical learnings through topics that are of significant relevance through keynotes, discussions, masterclasses and more.
The festival will host over 50 speakers and entertainers, across 20 sessions in addition to 15 masterclasses.
Tata Play’s managing director and CEO, Harit Nagpal and Sanjiv Mehta, executive chairman, L Catterton India are among the select few who will address attendees through keynotes.
Additionally, Tarun Puri, senior operating partner, Lighthouse Funds, Asha Kharga, chief customer & brand officer, Mahindra Group, Raymond Lifestyle’s Sunil Kataria, Maruti Suzuki’s Shashank Srivastava, Nestle’s Chandan Mukherjee, Tata Motors’ Shubhranshu Singh, The Good Glamm Group’s Sukhleen Aneja, Honasa’s Zairus Master, Darshana Shah from Aditya Birla Capital, among others will engage in conversations and discussions. Other prominent speakers include Dr Marcus Ranney, Manoj Bajpayee, Sourav Ganguly, Zeenat Aman, Vikrant Massey, Medha Shankar, Neha Dhupia, Tahira Kashyap and Neelesh Misra.
In addition to Goafest sessions, Goafest 2024 will host the second edition of its talent showcase, ‘Advertising Rocks’. Moreover, making way for wholesome entertainment will be performances by Sukhwinder Singh and Harshdeep Kaur as well as an After Hours Party each day.
On unveiling the stellar line-up of speakers and sessions, Goafest 2024 FCB Global partner and chairman of the content committee Rohit Ohri said, “Goafest 2024 is set to ignite minds, spark creativity, and explore new frontiers in the ever-evolving landscape of advertising and marketing. We are excited to offer a diverse array of speakers and sessions that celebrate creative excellence and emphasize the crucial role of adaptability in thriving within our industry. With warm hearts and joyful smiles, we eagerly anticipate welcoming all delegates and together redefining the future of our business.”
Anupriya Acharya, CEO South Asia, Publicis Groupe, and Immediate Past President of The Advertising Agencies Association of India further added, “This year at Goafest, we are embarking on a transformative journey with the theme ‘The Age of Adaptability’. Our carefully curated speaker line-up reflects this ethos, showcasing how our industry must pivot and innovate in response to shifting landscapes. From insightful sessions to vibrant celebrations, Goafest 2024 will promise an enriching experience for all. With this, we are eagerly looking forward to welcoming our delegates, confident that together, we will navigate the ever-evolving currents of our industry with agility and ingenuity.”
For details on partnership opportunities, masterclasses, talent initiative ‘Advertising Rocks’ and more, visit goafest.com
For more updates, follow Goafest 2024 on Instagram @goafestlive. Follow @theadclubindia on Instagram for updates on the Abby Awards 2024 Powered by One Show.
Mumbai: Madison Media Alpha, a unit of Madison World, has recently won the Media AOR of Sun Neo Hindi GEC. The agency has been working for Sun Bangla and Sun Marathi channels under Sun Network.
As the latest launch under the leading broadcaster Sun TV Network, Sun Neo Hindi GEC is the first Hindi channel under the network, aiming to solidify its position as a powerhouse in the national television landscape.
Speaking on Madison’s appointment, Sun TV Network’s Official Spokesperson, commented, “We are delighted to launch Sun Neo, our flagship Hindi General Entertainment Channel across Hindi speaking markets. We have been currently partnering with Madison on other channels and look forward to leveraging their expertise to make Sun Neo, a household name across the Hindi heartlands of India”.
“Madison’s long-standing association with Sun TV Network is a testament to the strong bond we have developed over time. With Sun Neo Hindi GEC now appointing us as their Agency on Record, we are committed to delivering impactful media solutions that will elevate the brand’s awareness in Hindi markets”, said Madison Digital & Madison Media Alpha CEO Vishal Chinchankar about the newest association.
Mumbai: P&G Shiksha, the flagship CSR program of P&G India, launched its new campaign – #StandUpForLearningGaps, to spotlight the issue of learning gaps in children, which affects over six crore children in the country as per National Achievement Survey 2021. Over the years, P&G Shiksha has been dedicated to remediating the learning gap in underprivileged children by helping them attain a strong conceptual understanding through dedicated interventions. This year, the initiative addresses the critical issue of gaps in foundational knowledge, which can sometimes manifest online as seemingly naive responses by children, often leading to mockery.
The film takes a leaf from memes flooding the internet recently where – children are seen struggling to respond or being mocked if they give a wrong answer to a question. In fact, as per a Forbes report, a recent video of a child incorrectly answering to a journalist was one among the top 10 most searched memes in 2023 in India. However, this laughter often masks a more serious issue: a lack of understanding that hinders a child’s academic progress. When faced with a question they don’t understand, they might struggle or be made fun of if they give the wrong answer. Therefore, this year, P&G Shiksha is recreating a life-like situation through the campaign, where it leverages humour to engage the audience, helping them pause to realize the issue of learning gaps by raising a pertinent question: “Would you laugh if this happened with your child?”. With a completely fresh outlook, the campaign “Stand Up for the Learning Gap” aims to address this problem and urge collective action.
Speaking about the new film, P&G India vice president – brand operation and category leader – grooming Abhishek Desai said, “For 19 years now, P&G Shiksha has championed access to education for millions of underprivileged children in India, impacting over 45 lakh children. We have reinforced this with our commitment to driving large-scale awareness regarding learning gaps, which impact over 6 crore children in India. These gaps can lead to frustration, a lack of understanding, and even ridicule. However, what often gets missed is the reason behind it. By raising a pertinent question – “Would you laugh, if this happened with your child?” we are seeking to educate parents, guardians, teachers and well-wishers on the existence and impact of learning gaps, while also empowering them to identify and take steps to bridge these. We can come together to #StandupForLearningGap. Timely action can unleash a child’s full potential in leveraging education as an enabler for a brighter future.”
Conceptualised and created by Leo Burnett, the film begins with two memes being played in a standup comedy show, in which a journalist asks very simple math questions to the children. The children misunderstand the question being asked, and answer incorrectly, eventually sending the audience into a laughing frenzy. Amidst the laughter, the show lead – famous standup comedian Rahul Dua, poses a pertinent question to the audience – “Would you laugh, if it were your child in the video?” This is when the focus turns to the audience as they take a pause and realize that the incorrect answers in the meme were symptoms of a learning gap. At this stage, the film then moves on to the interventions that P&G Shiksha is driving on the ground along with its NGO partners to remediate learning gaps and urges the audience to stand up against learning gaps.
The campaign goes beyond the film, driving widespread awareness through a multi-pronged approach. This includes a powerful discussion featuring renowned personalities from diverse backgrounds who will explore the issue of learning gaps. In-store activations at partner retail locations will further amplify the message. A unique baseline test will empower parents and guardians to identify potential learning gaps in children around them. These initiatives, along with others, aim to make the issue of learning gaps impossible to ignore.
Leo Burnett South Asia CCO Publicis Groupe South Asia and chairman Rajdeepak Das said, “To draw attention to one of the most overlooked problems in education in our country, “The Learning Gap” – we have used humour as a platform for our latest campaign for P&G Shiksha. We often come across memes of children making mistakes on the internet, not realizing the grim reality behind this. This is actually a learning crisis that affects almost 6 crore kids in India. By using stand-up comedy as a medium, we want to build awareness of this critical gap in learning.”
P&G India’s flagship CSR program, P&G Shiksha, has been working to provide access to education to underprivileged children since 2005.
As part of this, to improve learning outcomes in children, P&G Shiksha leverages AI-backed technology with ‘Mindspark’, a computer-based adaptive learning tool, in partnership with Educational Initiatives. The program also implements on-ground remedial learning interventions in partnership with Pratham Education Foundation, using both community-based and in-school models supported by trained volunteers and teachers. Additionally, P&G Shiksha focuses on early childhood education through Pratham Education Foundation, developing motor, cognitive, social-emotional, language, and creative skills in children to prevent learning gaps, and laying a strong foundation as they begin school.
Mumbai: With 44 total Pencils and 52 Shortlists, highlighted by 1 Future Impact Pencil and 4 Yellow Pencils, Ogilvy was named Network of the Year at the 2024 D&AD Awards. It marks the first time Ogilvy has earned the honour at the D&ADs since 2020.
Ogilvy’s global chief creative officer Liz Taylor said: “The D&AD Awards are among the most prestigious global award shows in our industry, so it’s a genuine thrill to be named Network of the Year. It’s a testament to all our brilliant people who are united by a belief in the power of creativity to create impact for our clients and in our communities around the world. We are particularly gratified to have been recognised for doing our best work on behalf of our biggest brands. We wouldn’t be where we are without our incredible clients, whose continued partnership and collaboration drive us forward.”
“Filter Caps” for Baylor Foundation and the Colombia Red Cross from Ogilvy Bogotá earned a Future Impact Pencil, which is awarded to early-stage projects that demonstrate the potential to drive behavioural, environmental, societal, or policy change through creativity. The campaign created biodegradable caps which affixed to bottles of water to mineralize the water and make it safe for consumption. The caps were created via 3D printing and made from sweet corn starch-based resin—a sustainable and biodegradable option—which considerably reduces dependence on conventional plastics. The caps were distributed in Colombia to areas that lack access to clean drinking water.
Two Ogilvy campaigns earned Yellow Pencils, which are given to “outstanding work that achieves true creative excellence.”
“Michael CeraVe” for CeraVe by WPP Onefluence, led by Ogilvy PR North America, earned 3 Yellow Pencils—one each in Media (Social), PR (Use of Talent & Influencers), and PR (Integrated). The campaign, built on the internet rumour that actor Michael Cera was the mastermind behind CeraVe, was brought to life across multiple online platforms through influencer partnerships, before culminating in a Super Bowl TV spot that proved that CeraVe was actually developed by dermatologists. The campaign also earned 2 Graphite Pencils, 1 Wood Pencil, and 5 Shortlists.
Dove’s “#TurnYourBack,” developed by Ogilvy UK and DAVID Madrid, won a Yellow Pencil in the Integrated (Large Enterprise) category. #TurnYourBack was created in response to the Bold Glamour filter on social media, with an influencer-led effort to address the psychological impact on girls and women’s confidence that invited women everywhere to fight the filter by not showing their faces.
In total, the Ogilvy network earned 1 Future Impact, 4 Yellow, 11 Graphite, and 28 Wood Pencils, with 52 Shortlists. The D&AD Awards gather the world’s best creative work from across the commercial design, advertising, production and craft disciplines, judged by more than 300 global creative leaders, practitioners and innovators.
Mumbai: Mamaearth, a brand for toxin-free and natural personal care products, has launched its latest campaign celebrating the timeless wisdom of mothers and the profound impact they have on shaping their children’s lives.
Titled “Maa Paas Nahi, Toh Mamaearth Hi Sahi,” the campaign is a heartfelt tribute to the enduring love, guidance, and support that mothers offer, inspiring Mamaearth to create products rooted in the wisdom of traditional remedies and grandmothers ‘nuskha’.
The campaign captures the essence of maternal love and care while viewers are drawn deeply into the personal story of a new mom facing life’s challenges without the physical presence of her mother. The film introduces us to a new mom struggling to soothe her crying baby, desperately missing the comforting advice and ‘nuskha’ her own mother used to offer. Through a video call, she expresses her feelings of helplessness until she discovers Mamaearth’s Easy Tummy Roll-On, a gentle reminder of her mother’s love and care. It’s a powerful moment of realization that even when her mom isn’t there, Mamaearth’s products bring a sense of comfort and familiarity.
Sharing her thoughts on the campaign, Honasa Consumer Ltd EVP and chief marketing officer Anuja Mishra said, “For Mama earth, this campaign is not just a message but a reflection of our beginnings — a journey sparked by the timeless wisdom and nurturing love of a mother. We understand that there may be times when you may need to be away from your mom, yet still seek her advice. No one can substitute a mother, but as a brand, our endeavour is to bring Maa’s age-old beauty and care secrets
to you. From traditional remedies to modern-day practices, mothers have always stood as pillars of family well-being, passing down invaluable wisdom through the ages. Drawing inspiration from this deep-rooted understanding, our campaign celebrates the enduring legacy of motherhood and honours the unique journey of each mother who has nurtured, protected, and empowered her children, even from afar. This campaign not only underscores our commitment to innovation and responsiveness to evolving consumer needs but also reflects our dedication to harnessing the inherent power of nature to create safe and effective products for new mothers and their families.”
Havas Worldwide India chief creative officer Anupama Ramaswamy commented, “Mother knows best. She knows the unsaid things and what’s best for her child. It’s in her pearls of wisdom drawn from age-old traditions. And yet, she will not forever be around. And that’s when you miss her and her small nuskhe the most that made life so easy. We are proud to bring these nuskhe to life in easy-to-use ways, making it feel like maa is always near you. With this, we crafted two heartwarming stories of a struggling new mom and a fresh out-of-home teenager, each looking to their mothers for help and how the mother already knew what’s best for them.”
The campaign showcases Mamaearth Easy Tummy Roll-On in the film which resonates deeply with the theme of maternal care. The Roll-On is a soothing remedy for babies digestive discomfort, echoing the traditional practice of using hing-infused water to ease stomach troubles, colic or gas discomfort.
This 83-second ad film was conceptualised by Havas Worldwide India, and the brand plans to launch another film under the ‘Maa Paas Nahi, Toh Mamaearth Hi Sahi’ campaign.
Mumbai: This cricketing season witnessed the emergence of debutant talent and the celebration of emerging cricketers on the field by superfans. Cricket fans across the country prompted Mountain Dew on this surge of love for the newcomers which led the brand to take notice and launch a unique digital initiative, ‘JAKAD KE PAKAD’, that is inspired by the voice of fans and true events.
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The debutants have displayed a fearless attitude during the current cricketing season and their jaw-dropping acts have seen the mushrooming of many super fans across the country that were spotted across stadiums. These fans have gone all the way in supporting their new heroes with one thing in common – inspiring them to be fearless as they shape their future careers. These enthusiastic displays resonated deeply on social media, with influencers amplifying the message by sharing images of the fans. Large numbers of cricket fans reached out to Mountain Dew as no other brand has manifested stories of courage in the face of adverse challenges. The campaign ‘JAKAD KE PAKAD’ extends the brand’s iconic ethos, presenting a compelling narrative that honours the bravery and perseverance of debutant cricketers and encourages them to overcome their fears.
The campaign film showcases a new cricketer gearing up to step onto the field. As he buckles up, doubt begins to creep in, but he fights through his thoughts, grabs his bat, and walks out with his head held high, overcoming his fear with a resolute look on his face. This transformation from apprehension to courage emphasizes the importance of embracing challenges and pushing beyond limitations to achieve greatness.
The film recognises the immense courage required by debutant cricketers to set foot on the field, constantly under pressure to prove themselves and perform their best. It reiterates Mountain Dew’s belief of ‘Darr Ke Aage Jeet Hai’ that signifies that in the face of any challenge, there are two choices: either succumb to fear and turn back or overcome fear and move ahead. It is this choice that sets real heroes apart from the rest.
Speaking on the campaign, Mountain Dew, PepsiCo India category head Akankshaa Dalal said, “During the ongoing cricketing season, seeing superfans encouraging the newcomers to overcome fear with courage was a powerful reminder of what we as Mountain Dew stand for. It was truly humbling to see consumers repurposing the brand’s tagline of Darr Ke Aage Jeet Hai, reinstating that our message resonates deeply with them, and this inspired us to create a campaign that celebrates the courage and determination of debutant cricketers. This new campaign is dedicated to superfans and the newcomers of this season. The fans for cheering on the ones who need their support more than anyone else; and the newcomers to whom we acknowledge that first-time fear can be overwhelming. We hope this digital campaign and film will connect with our consumers across the country and shower their love and support on these trailblazers during the ongoing cricket season.”
As the campaign unfolds and gains further traction, Mountain Dew® will score partnerships with young as well as veteran cricketers to amplify the ‘Jakad Ke Pakad’ messaging forward. The campaign will go live across Digital and E-Commerce platforms.
Mountain Dew is available in single and multi-serve packs across modern and traditional retail outlets and across e-commerce/quick-commerce platforms.
Mumbai: Independent full-service digital agency, TheSmallBigIdea, has partnered with DHL Express for their ongoing association with the Mumbai Indians. TheSmallBigIdea is responsible for managing DHL Express’ digital communications for the DHL x Mumbai Indians partnership in 2024. The global leader in logistics is the principal sponsor and official logistics service provider for the Mumbai Indians team.
Speaking on the partnership, TheSmallBigIdea CEO & co-founder Harikrishnan Pillai said, “Integrating brands with sport is always interesting. We decided to craft an engaging content piece, not pandering to the mainstream use of sports celebrities, which eventually resonates with audiences while staying true to the brand’s strengths. The insight driving this campaign was simple: let everyone excel in their respective fields. Whether it’s cricketers scoring runs or DHL excelling in logistics, our focus remained on highlighting expertise. We crafted a narrative showcasing cricket stars featuring in a DHL ad film. Emphasizing on the significance of leveraging individual strengths and capturing captivating behind-the-scenes dynamics between advertising pros and cricketers, we were able to celebrate excellence while staying true to what makes each entity exceptional.”
Known for its expertise in creating innovative and impactful digital campaigns, TheSmallBigIdea leveraged the DHL – Mumbai Indians partnership to craft captivating campaigns ‘ThatsMyGame’ and ‘DilSeIndianSpiritSeMumbaiIndians’. Both advertisements, conceptualized and executed by TheSmallBigIdea, aim to celebrate the spirit of cricket and showcase DHL Express’ commitment to delivering excellence both on and off the field. Through a series of creative social media pieces and engaging activations, the ads highlight DHL Express’ role as the official logistics partner of the Mumbai Indians featuring Hardik Pandya, Jasprit Bumrah and Ishan Kishan.
For DHL Express, the partnership with the Mumbai Indians is an opportunity to further strengthen its connection with Indian audiences, leveraging the nation’s love for cricket.
Mumbai: The Sleep Company, a comfort-tech brand, has rolled out #SitSmart with ErgoSmart campaign for their new chair brand ErgoSmart By The Sleep Company starring Jim Sarbh. In the current times where employees juggle between multiple responsibilities and workplaces are dynamic; smart working is the need of the hour. The campaign is aimed at addressing the issues of productivity at workplaces, communicating how ErgoSmart chairs can enhance comfort, productivity and enable smart working.
The recently introduced chair brand, ‘ErgoSmart By The Sleep Company’ underlines the company’s dedication to delivering state-of-the-art smart sitting solutions across diverse settings. It is a major breakthrough in the existing chair industry as it is engineered with human-centered design thinking and patented body-adaptive technology. ErgoSmart By The Sleep Company wants to create awareness about the growing importance of innovation-led health benefits at workplaces. Its purpose is to offer ‘Smarter Designs for Smarter You’ that comes alive through this campaign.
Conceived by Steve Priya, the digital campaign portrays Jim Sarbh as the CEO of a startup, who emphasizes his multifaceted role of being the CMO, CFO, and CTO besides being the CEO. He highlights the need for support, especially for his back, neck, and posture. The ad shows him moving around the office freely in an ErgoSmart chair and how it helps Jim to work smartly and sit for longer hours comfortably. The campaign is now live on The Sleep Company’s YouTube and Instagram channels.
Commenting on the vision of ErgoSmart By The Sleep Company, The Sleep Company co-founder Priyanka Salot said, “We understand the challenges that working professionals face, especially when it comes to maintaining a healthy posture during long hours of work. Through ErgoSmart By The Sleep Company, we enable productive workplaces with our Patented SmartGRID Technology and deliver the best comfort to customers. Our #SitSmart with ErgoSmart campaign aims to raise awareness about the importance of this innovative technology and how it can transform the work environment. We believe the ErgoSmart chair will revolutionize the way people sit, and we are proud to lead this change.”
Commenting on the campaign, The Sleep Company CMO Ripal Chopda stated, “We are thrilled to launch our #SitSmart with ErgoSmart campaign in collaboration with Jim Sarbh, aimed at raising awareness about smart sitting solutions at workplaces. We want to encourage working professionals to integrate the ErgoSmart chair in their work environment as it will help them work smarter. With ErgoSmart By The Sleep Company, we are not just providing comfort, but also promoting better health and productivity. This campaign highlights our commitment to innovation and our mission to empower individuals to work smart and sit smart.”
ErgoSmart By The Sleep Company is scientifically engineered to support long hours of sitting and adapt to the body’s posture. With features like adjustable lumbar support, cushioned neck support, and Patented SmartGRID Technology, ErgoSmart chairs adapt to the body shape rather intelligently. These chairs also allow adjustments for the backrest, headrest, footrest and armrest, making it ideal for smart sitting leading to smart working.
