Mumbai: Pass Pass Pulse, in partnership with White Rivers Media, launched the annual Loyalty Day campaign for Pulse Candy enthusiasts on Instagram. The campaign featured engaging contests, offering exclusive access and prizes to loyal fans. The campaign began with teasers about the event’s return and this year’s theme, promising spots on the brand’s Instagram Close Friends list for the most devoted Pulse lovers.
Contest alerts followed, announcing fun challenges with the chance to win prizes and join the brand’s inner circle. The #ForTheLoveOfPulse contest asked participants to change their profile pictures to the Pulse Candy logo, showcasing their love for the brand. The #PulseDeewanaChallenge encouraged fans to answer quirky questions, sparking creativity and engagement.
Social Media Dissect founder and CEO Aleena Gandhi shared her thoughts on the campaign, stating, “We found Pulse’s latest contest interesting. In a world where many campaigns feel similar, Pulse Candy’s approach is different and new. By talking with their audience and adding top users to their Close Friends list, Pulse Candy shows they’re willing to try new things to connect with their loyal fans. Their campaign has some fresh ideas, exciting rewards, and it’s worth dissecting.”
The #UltimateDeewanaKaun contest challenged participants to share humorous responses about what they’d sacrifice for Pulse Candy. Top users were elevated to the brand’s Close Friends list, gaining exclusive access to upcoming flavour launches and receiving personalised Certificates of Loyalty and many more Pulse goodies. The campaign captured the hearts of audiences on a massive scale, confirming its memorable and entertaining impact. Pass Pass Pulse demonstrates an adeptness at fostering meaningful connections with customers by making them feel genuinely valued in distinctive ways.
Mumbai: Coca-Cola India’s homegrown heritage brand Limca has launched its exciting new campaign, #TravelWithLimca. Launching Triptii Dimri as the Limca girl, the campaign is built on the idea that there is a whole world waiting to be discovered right in our neighborhoods. The #TravelWithLimca campaign encourages people to discover new hotspots within their cities.
Conceptualized by Studio X, the campaign film takes viewers on a vibrant journey alongside Triptii Dimri as she embarks on a bus ride that takes her on a delightful city exploration. As the bus rattles through the streets, with the first sip of the ultimate thirst quencher, Limca, a layer of happiness envelops her, igniting a sense of excitement and curiosity. Energized by the refreshing taste, Triptii’s journey takes an enchanting turn, setting out to traverse through the hidden gems of her city. From bustling markets to sizzling street snack shops, she uncovers the rich experiences, inspiring consumers to tour the city with a refreshing Limca.
Expressing her excitement about joining the Limca family, Triptii Dimri said, ” I am very happy and excited to be a part of Limca. Exploring new places and experiencing different cultures has always been my passion, and I am thrilled to encourage others to do the same. Together with Limca, I look forward to embarking on this exciting journey of discovery.”
The Coca-Cola Company Sr director, marketing – hydration, sports and tea category, India and South-West Asia operating unit Ruchira Bhattacharya said, “With its legacy of lime and lemony credentials, Limca has been rejuvenating consumers with its unique taste for 5 decades. We are thrilled to launch the #TravelWithLimca campaign featuring Triptii Dimri as our new Limca face. With this campaign, we hope to encourage people to get out there and discover the beauty of their own cities and refresh themselves with a chilled Limca!
Studio X chief strategy officer Mukund VML said, “There are so many places in one’s own city that are waiting to be discovered. The #Travel with Limca campaign encourages you to live your city to the fullest. Everything in the commercial is localized to the city – from the name of the bus stop to the illustrations. Triptii with her effervescent attitude was not just great to work with but also is the perfect Limca girl.”
As part of the campaign, the brand will be running a promotional offer until 30 June, where consumers stand a chance to win travel vouchers from DMRC, Ease My Trip, and more by simply scanning their Limca bottle. Dive into the world of exploration and unlock access to a plethora of travel-related content on www.travelwithlimca.coke2home.com.
Mumbai: Brand Street Integrated, a prominent integrated marketing agency, is excited to declare its acquisition of 3% Collective, a forward-thinking digital agency celebrated for its prowess in elevating brands from inception to success. This strategic initiative signifies a pivotal moment in the trajectory of both entities, as they unite to offer unmatched end-to-end digital solutions to brands, companies, and corporations spanning various industries.
By joining forces, Brand Street Integrated and 3% Collective are set to bolster capabilities at the intersection of digital content, media, tech, and e-commerce. This ensures a comprehensive suite of services that deliver seamless, impactful and long lasting digital experiences. The objective of 3% Collective aligns perfectly with Brand Street Integrated’s commitment to delivering tailored strategies and execution services. This synergy ensures a cohesive partnership focused on driving tangible results for clients.
By integrating innovative strategies with a robust suite of services encompassing consumer marketing, trade marketing, and digital solutions, ‘Brand Street Integrated’ and ‘3% Collective’ are primed to craft immersive brand experiences that enthral and captivate target audiences. This collaboration leverages the collective expertise of both agencies, promising dynamic and engaging campaigns designed to resonate with consumers across diverse touchpoints.
Talking about the acquisition, Brand Street Integrated CEO Surendra Singh said, “This acquisition signifies a remarkable milestone for both Brand Street Integrated and 3% Collective. Together, we’re on a mission to revolutionize the digital marketing arena, providing our clients with ground-breaking solutions that propel their growth and achievements. With this joint venture, we anticipate not only expanding our market presence but also fostering shared synergies that will undoubtedly benefit our clients and stakeholders alike.”
Brand Street Integrated’s ascent to becoming one of India’s top 10 experiential marketing agency networks, combined with 3% Collective’s extensive expertise in digital terrain navigation, establishes a formidable partnership. With this union of strengths, their capabilities reach unprecedented levels, promising clients unmatched proficiency and solutions driven by tangible results.
3% Collective co-founder Pradeep Singh remarked, “Brand Street Integrated, a powerhouse in their own niche, together, we’re poised to leverage each other’s strengths and expertise to drive unprecedented growth and innovation in the digital marketing landscape. This partnership represents a strategic alignment of our visions and resources, as we work hand in hand to deliver unparalleled value and results for our clients. We look forward to the exciting possibilities that lie ahead as we embark on this journey together.”
Mumbai: Hyundai Motor India Ltd. (HMIL), renowned for its innovative marketing strategies and customer-centric approach, proudly launches its latest multi-channel media campaign for Hyundai EXTER, ‘Dil mein Bas Jaye EXTER’. The campaign, featuring a series of six quirky films, aims to significantly enhance brand recall and generate buzz surrounding the EXTER while effectively highlighting its key safety, convenience and comfort features like six Airbags standard with 40 safety features, Paddle Shifters, Sunroof, Cruise Control, Hill Assist Control, and more. The TVCs incorporate carefully curated regional nuances to resonate deeply with diverse audiences, ensuring a powerful and lasting impact transcending cultural boundaries.
These films are characterised by their unique and humorous storyline, with a common central character ‘Surya’, who embodies the spirit and features of EXTER in a convincing yet entertaining manner. This highly memorable approach to advertisement-making sets the campaign apart, ensuring a lasting impression on viewers.
Sharing his insights about the campaign, Hyundai Motor India Ltd AVP & vertical head of marketing Virat Khullar said, “The ‘Dil mein Bas Jaye EXTER’ campaign exemplifies Hyundai’s commitment to creativity and innovation in marketing. With a focus on creating high brand recall and amplifying awareness about EXTER, these TVCs effectively communicate the unique value proposition of our SUV. By leveraging humour and relatable narratives while establishing an enhanced regional connect through Hindi, Tamil, Malayalam, Kannada, Telugu, Marathi and Bengali languages, we aim to resonate with our target audience and further strengthen the brand value and recall of the Hyundai EXTER.
He added, “Besides the TVCs, we’ve developed concise, social media-specific content featuring familiar characters and settings. This targeted strategy aims to boost awareness and reinforce the ‘Dil me bass jaye EXTER’ positioning digitally, maximising engagement and resonance, particularly among the Gen Z demographic. By extending the campaign’s reach to social platforms, we anticipate heightened participation and advocacy for Hyundai EXTER.”
The multifaceted campaign will be promoted across TV, digital, radio and social media channels, including YouTube, Facebook, and Instagram. Targeted toward driving higher website visits and video views, the campaign will utilize programmatic platforms to reach in-market auto enthusiasts, news channels, family-focused individuals, sports enthusiasts, and travel affinity audiences.
Since its launch in 2023, Hyundai EXTER has garnered phenomenal customer response and critical acclaim. Boasting over 100,000 bookings and capturing a remarkable 34 per cent segment share, EXTER has firmly established itself as a top choice in its category. Notably, the higher trims featuring enhanced convenience features, including a sunroof and Hyundai Bluelink Connected Car technology, have contributed to over 70 per cent of EXTER sales.
With 20 first-in-segment features and 9 best-in-segment features, Hyundai EXTER continues to elevate the aspirations of Indian customers. Over 38 per cent of EXTER buyers are first-time car buyers, with an average age ranging from 18 to 29 years. Furthermore, nearly 30 per cent of customers are influenced by pure word-of-mouth marketing, underscoring the high levels of customer satisfaction associated with the EXTER.
The ‘Dil mein Bus Jaye EXTER’ campaign represents Hyundai’s unwavering commitment to delivering innovative, customer-centric marketing initiatives.
Hyundai EXTER enthusiasts and prospective buyers can explore more about the campaign and the SUV’s features by visiting the official Hyundai website and social media channels.
Mumbai: Dailyhunt, the popular news aggregator, has unveiled its latest election campaign, #EveryVoteCounts, aimed at encouraging citizens to vote. The digital campaign taps into the essence of democracy with a witty twist, reminding citizens of the profound impact each ballot can have. With a blend of compelling visuals and engaging narration, it sparks a sense of civic duty and responsibility. The campaign’s creators, Bhavesh Kosambia and Rahul Chandwani, explain their inspiration: a tale of a politician’s defeat by a single vote.
DailyHunt chief marketing officer Samir Vora said, “When a large number in our population feels that the outcome is a foregone conclusion, many can deem their one vote as inconsequential in the sea of 1.4 billion people. But as history has taught us, nothing in this vibrant democracy can ever be taken for granted and a single vote can turn the tables. We wanted to remind people that #EveryVoteCounts, and inspire them to go out and vote.”
Conceptualised and executed by What’s Your Problem – A Wondrlab company, the campaign delivers a strong yet light-hearted message. Through compelling visuals and engaging narration, it urges its viewers to actively participate in the democratic process.
Wondrlab content leads Bhavesh Kosambia and Rahul Chandwani said, “We were very excited when we got this brief. It was a tough task to crack something different, something that’ll stand out in all the election noise. We researched and realised a rather interesting story, where a politician had the misfortune of losing by just a single vote. This inspired us to dramatize it. While it is a humorous tale, shot by design with dramatic and OTT acting, it delivers a serious message of how consequential every vote can be. An example of the world’s biggest democracy at play and the power of the common man in it. We want this campaign to encourage people to go out and vote and are sure that it’ll travel and help in moving the needle.”
Mumbai: GreatWhite Electricals, a leading Indian home electricals brand, launched its latest ad campaign “Har Ghar Banega Beautiful Sight” showcasing ‘Captain Great’ featuring the dynamic duo Tiger Shroff & Malavika Mohanan. In this campaign, they play the role of home inspector and talk about how GreatWhite is ‘Great Home Certified’ for their SecureX Wires & cables. The ad film will be promoted across television, digital and social media platforms.
In their most recent ad film, GreatWhite makes a promise to deliver unprecedented quality and ensures utmost safety for every household at the same time educating them. The company is dedicated to safeguarding its consumers’ homes and providing them with a sense of security. The advertisement also showcases unique USPs like 99.97% pure copper and triple layer insulation and more. Collaborating with Malavika will enable the brand to connect with a broader female audience and expand its reach in the southern region. Additionally, two more commercials featuring different product lines are set to be released soon.
Speaking about the brand’s leadership, GreatWhite Global Pvt. Ltd MD Hemang Shah said “After successfully assisting customers in India and abroad, we have solidified our belief in offering cutting-edge technology and innovative solutions to meet evolving consumer needs. Our mission is to equip homes with high-quality products that meet consumer expectations at competitive prices while producing exceptional results in terms of product range. Our goal in creating this advertisement film was to establish stronger bonds with both our current and potential consumers, particularly by simplifying product awareness to make it lucid for our audience.
GreatWhite Global Pvt. Ltd general manager of marketing & brand communications Shhailja Chopra further added, “Through our latest ad campaign, ‘Captain Great,’ we aim to resonate with our consumers on a deeper level by emphasizing the importance of safety and quality in every household. By featuring Tiger Shroff and Malavika Mohanan, we not only bring star power but also authenticity to our message of reliability and trustworthiness. We believe this campaign will not only reinforce our brand’s commitment to excellence but also forge stronger connections with our consumers, particularly the younger demographic.”
Mumbai: Following the success of its inaugural edition, Goafest 2024 is set to bring back ‘Advertising Rocks’, an initiative that offers a unique platform for India’s advertising, media, and marketing community to showcase their musical talents. Embracing the spirit of collaboration and innovation, the organising committee invites solo performers to submit their entries. Selected participants will have the exclusive opportunity to captivate audiences at Goafest 2024, solidifying their presence at South Asia’s premier and largest creative festival.
With two solo categories – Indian and International – Advertising Rocks 2024 promises a global showcase of musical talent. Four shortlists from each category will have the esteemed opportunity to perform for a distinguished jury and delegates at Goafest in Mumbai. The ultimate champions will be determined through a combination of jury evaluation and live voting by Goafest attendees, ensuring a fair and thrilling competition.
Winners in each category will be awarded a cash prize of Rs 50,000, while the first runners-up will receive Rs 25,000.
On ‘Advertising Rocks’, Havas Media Network India CEO and Goafest 2024’s co-chair Mohit Joshi said, “Advertising Rocks is back with another exciting edition at Goafest 2024 to celebrate the musical talents of our fraternity. As a fellow music enthusiast, I can’t wait to witness the exceptional performances this year. Looking forward to this unforgettable showcase of talent.”
Former BBH CEO and curator of ‘Advertising Rocks’ Subhash Kamath, further added, “Advertising Rocks was a big hit at Goafest last year and we’re hoping we’ll have a lot more participation in 2024. There’s so much musical talent in our industry. They deserve a platform to perform and Goafest is the perfect place for it.”
The deadline for submitting entries for Advertising Rocks is May 15, 2024. Entries by solo performers only belonging to the Advertising, Media, and Marketing fraternity will be considered.
Presented by The Advertising Agencies Association of India and The Advertising Club, Goafest 2024 is scheduled to take place on 29, 30 and 31 May 2024 at The Westin Mumbai Powai Lake, Mumbai.
Mumbai: AndAnd Brand Partners (&&), a pioneering force in the advertising industry known for its innovative approach to client briefs, has announced a significant expansion of its senior leadership team. This strategic enhancement aims to bolster the agency’s capabilities and foster a new era of growth and creativity in response to the evolving market landscape.
The agency, which has consistently adapted to the shifting dynamics of the advertising world, has now strengthened its leadership ranks with the addition of esteemed creative director, Abhi Sengupta. Sengupta, formerly at BBH, brings over 15 years of profound experience in understanding consumer behaviour and managing high-profile accounts like Pepsi, Pizza Hut, Max Life Insurance, Dettol, MMT, Fanta, Greenply and etc. His expertise is set to drive &&’s creative vision forward.
Joining him on the creative front are Shyamakanta Pradhan and Nandini Pathania, both of whom have demonstrated exceptional talent and commitment to the agency’s creative endeavours. Pradhan, a veteran at &&, has an impressive track record with brands like Gionee and Future Group, while Pathania, who joined in 2021, has previously enriched her portfolio with significant stints at Mullen Lowe and Dentsu, working with key clients like Honda and Canon.
On the client relationship side, && continues to rely on the robust partnership of Pinaki Sarkar and Diganta Sinha. Sarkar, with a vast background spanning over 17 years across various industries, and Sinha, known for his dynamic presence in the agency, together form a formidable team driving the agency’s business strategy and client relations.
“We are extremely excited to welcome Abhi Sengupta as the creative director at AndAnd. The new world needs new ideas and the evolving landscape of advertising and marketing favours innovative minds. With our senior leadership in place, we are hopeful of delivering strategic solutions to the complex brand problems” said AndAnd Brand Partners, partner Rajesh Minocha. “This strategic move is set to not only enhance our service offerings but also solidify our position as a leader in the creative industry.”
AndAnd remains committed to its roots in classical creativity while embracing the digital evolution that characterizes today’s advertising landscape. The agency is poised for its next phase of growth, focusing on delivering cutting-edge solutions that meet the complex demands of its clients and the market at large.
Mumbai: Women-first dating app Bumble has unveiled a refreshed visual identity and a new global campaign, underscoring the company’s continued commitment to making dating better for women. The campaign coincides with the dating app expanding upon its signature ‘Make The First Move’ functionality with the launch of Opening Moves.
After a decade of revolutionizing the way women date, Bumble is stepping into an exciting new era by launching a feature that gives women more choice in how they make romantic connections. Opening Moves gives women the option to set a question that their matches can respond to, adding more ways to open a conversation while keeping women in control. Women can use one of Bumble’s recommended Opening Moves, or craft their own. According to Bumble’s research*, nearly half of women (46 per cent) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better.
This brand and product evolution marks a pivotal moment for Bumble, brought to life by a global marketing campaign with high-impact digital and physical out-of-home (OOH) in more than 10 countries, with messaging such as “We’ve changed so you don’t have to.” Bumble’s campaign also features a new video that recognizes the exhaustion some women feel with online dating when their needs and experiences are not prioritized, and the women-first solution Bumble provides.
“We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating life and with the launch of Opening Moves, Bumble is continuing to put women’s experiences first,“ said Bumble’s chief marketing officer Selby Drummond. “With this new global campaign, we wanted to take a fun, bold approach in celebrating the first chapter of our app’s evolution and remind women that our platform has been solving for their needs from the start. As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship.”
In the days leading up to the announcement, Bumble teased the global launch with a renaissance-style campaign hinting at the fatigue some women feel online dating. This teaser campaign also featured larger-than-life cloud-themed beds via augmented reality, nodding to the campaign’s tired theme, short-form content, projection mapping of the ads onto landmark locations, and social media memes.
Closer to home in Asia, the same teaser video was featured on @bumble_india’s Instagram, and the account’s profile picture was changed to an imagery of a ‘sleepy girl’. The campaign also features ‘Flip It’, a video hinting at the new changes coming up to enhance women’s online dating experiences, while still keeping them in control. In India, the launch will be featured in an OOH campaign in the later half of May in Mumbai, over Bandra’s biggest signal and wrapping up malls like DLF Cyber City, and DLF Promenade in New Delhi.
Bumble is also rolling out a new app identity which includes a new logo, bolder fonts, and refreshed colors and illustrations. Bumble’s data shows that three in four* (75 per cent) women surveyed say the look and feel of a dating app is important to their overall experience and 65 per cent say that the visual identity of a dating app can make it easier to use.
The global campaign and new app design was executed in-house by Bumble’s creative studio.
*All data was commissioned by Bumble of 6,138 women on Bumble globally ages 23-35 between 5-12 April 2024.
Mumbai: Priya Barve has joined WPP as India’s Client Lead for Hindustan Unilever Limited. Priya brings over two decades of experience in advertising and marketing, and has held leadership roles with Google, Mondelez, and Leo Burnett across Asia-Pacific. She brings a rich and diverse perspective on communications and media, having worked on both – the agency and client side, as well as with tech platforms.
She also encompasses a rich knowledge of the fast-changing consumer and digital landscape in emerging markets across Asia. Passionate about F&B, outside of work Priya is best known for having participated in MasterChef Asia in 2015.
Commenting on the appointment, WPP chief client officer for India, Shubha George, said: “A consummate professional, Priya brings a wealth of experience in aiding business success and digital transformation, as well as key local insights that needed to win in many Indias. HUL is one of WPP’s key clients, one with whom we have had the pleasure of working with for a number of years. We are delighted to see Priya joining the team to lead such an important client relationship and look forward to driving further business growth and innovation together with Unilever.”
