ITV

Category: Media and Advertising

  • Tata Mutual Fund’s campaign simplifies index fund investing

    Tata Mutual Fund’s campaign simplifies index fund investing

    Mumbai: Tata Mutual Fund, as a part of its ‘Desh Kare Nivesh’ initiative, has launched a digital-first campaign titled ‘Index Funds Simple Hai’. This campaign aims to demystify the Index Funds category for Gen-Z and Millennials, using a relatable mix of metaphors focused on everyday experiences.

    Featuring a series of 9 videos, the campaign utilizes a unique creative approach, using cricket analogies, relatable visuals of day-to-day activities like making noodles or smoothie, and humorous content to highlight the message of simplicity associated with Index Funds. For example, one video compares scoring runs in a cricket match during a power play to investing in an index fund. It showcases that investing in an index fund is quick and hassle-free.

    Through this campaign, Tata Mutual Fund encourages new-to-market retail investors, typically Gen-Z and Millennials, to invest in index funds. It highlights the benefits of index funds, especially their cost-effectiveness, and how they aim to replicate market returns, making it a clear and achievable investment option for young adults when considering their financial future.

    Tata Asset Management CEO and managing director Prathit Bhobe said, “Index funds offer investors a unique opportunity by mirroring the composition and performance of financial market indices while maintaining lower expense ratios, making it a smart choice for investors. In recent years, the index fund category experienced remarkable growth, with Average Net Assets Under Management soaring from Rs. 1.44 lakh crore to over Rs. 2.11 lakh crore in FY 2023- 24, marking a notable 46% increase. Building on this momentum, index funds are evolving beyond traditional market trackers. Fund Houses are introducing new products that include sectoral funds and precious metals. This innovation expands the index fund universe, catering to diverse investor needs. Whether a seasoned investor or a newcomer, index funds offer a compelling path to a well-rounded portfolio.” (Source: AMFI).

    Adding to the same, Tata Asset Management Head-Marketing Ashish Pawar said, “We know that the young investors are interested in taking charge of their finances, but navigating the world of investing can feel daunting. Our campaign uses the familiar language of cricket, alongside relatable everyday activities to explain about Index Funds to Gen Z and Millennials.”

    The campaign leverages the power of digital platforms where young investors spend most of their time. Content will be primarily created in a vertical format, perfectly optimized for mobile consumption. Short, informative explainer videos like Reels and thumb-stoppers, along with social media posts, will delve into the concept of Index Funds.

    The brand campaign will go live across various digital and social media platforms for targeted reach based on audience demographics and custom intent signalled through online behaviour. For instance, the creative approach might be tailored differently for those who are entirely new to investing compared to those who have already begun researching investment options.

    The series of films has been conceptualized and produced by Brooomsticks Productions and target a broad audience of Millennials and Gen-Z.

    Disclaimer: • An Investor Education & Awareness Initiative by Tata Mutual Fund • To know more about KYC documentation requirements and procedure for change of address, phone number, bank details etc., please visit: https://www.tatamutualfund.com/investor-education. • Please deal only with registered Mutual Funds, details of which can be verified on the SEBI website under ‘Intermediaries / Market infrastructure institutions. • All complaints regarding Tata Mutual Fund may be directed to service@tataamc.com and/or https://www.scores.gov.in (SEBI SCORES portal) • Nomination is advisable for all folios opened by an individual, especially with sole holding as it facilitates an easy transmission process. • This communication is a part of the investor education and awareness initiative of Tata Mutual Fund.

    The views expressed in this article are personal and in is no way trying to predict the markets or to time them. The views expressed are for information purposes only and do not construe to be any investment, legal or taxation advice. Any action taken by you based on the information contained herein is your responsibility alone and Tata Asset Management Pvt. Ltd. will not be liable in any manner for the consequences of such action taken by you. Please consult your Mutual Fund Distributor before investing. The views expressed in this article may not be reflected in the scheme portfolios of Tata Mutual Fund. The views expressed are based on the current market scenario and the same is subject to change. There are no guaranteed or assured returns under any of the schemes of Tata Mutual Fund.

    Mutual Fund investments are subject to market risks, read all scheme-related documents carefully.

  • Macho Sporto onboards Sidharth Malhotra as its new brand ambassador

    Macho Sporto onboards Sidharth Malhotra as its new brand ambassador

    Mumbai: Macho Sporto, a premium innerwear brand from the house of JGH, has roped in Bollywood youth icon Sidharth Malhotra as its new brand ambassador for its popular advertising campaign ‘YEH TOH BADA TOING HAI’. Combining the solidity and trust of Macho with the vibrance and energy of Sporto, Macho Sporto has become a darling of the discerning mass-premium consumer, and the onboarding of Sidharth Malhotra, an actor at the top of his game, is the perfect fit.

    Keeping up with the current cricket fever in the country, the brand’s latest TVC featuring the Bollywood actor is a charming take on a woman’s gaze, continuing their efforts to legitimise the female gaze. The ad shows Sidharth Malhotra being impressed by the girl making the first move, as the iconic jingle ‘YEH TOH BADA TOING HAI’ plays in the background. Macho Sporto’s new campaign with the heartthrob Sidharth Malhotra aims to not just continue the brand communication legacy, but take it a notch higher.

    Sidharth Malhotra had this to say about being announced as brand ambassador for Macho Sporto, “I am excited to partner with Macho Sporto, a brand committed to providing comfort and style to all of their consumers for decades. Their commitment to forward-thinking and innovation along with the quality, style, and freshness they bring to the table is something I resonate with. The brand has established itself as a household name, and I look forward to this collaboration.”

    Speaking about the announcement of their new brand ambassador, Sidharth Malhotra, Navinn Seksaria, managing director of JG Hosiery, the parent company of Macho Sporto, had this to say, “The ‘Yeh Toh Bada Toing Hai’ campaign is at the forefront of a modern and trendy portrayal of our brand, Macho Sporto, and who better than a Bollywood superstar like Sidharth Malhotra, whose charisma ensures that he is the centre of attention wherever he goes, to be its new face. Sidharth’s charm and youth appeal perfectly reflect Macho Sporto’s identity and having him on board will bring a breath of fresh air to our new campaign, taking the brand a ‘Toing’ higher.”

    From its inception as a newcomer in the premium innerwear segment a decade ago, Macho Sporto has risen to become the undisputed leader in its category, thanks to its groundbreaking advertising campaigns. As a testament to JGH’s success, Macho Sporto has established itself as a household name in India, with the ‘YEH TOH BADA TOING HAI’ campaign epitomising its quality delight ethos and innovative marketing approach.

    JGH Brands have consistently ranked at the top of consumer recall, resulting in being rated as the most desirable and trusted innerwear brand across surveys. Meeting the evolving outlook of consumers has meant placing greater emphasis on the use of new techniques and style innovations.

    The collaboration of Macho Sporto’s unique style and Sidharth Malhotra’s charisma is sure to take the brand’s campaign a notch higher.

     

  • Aabha Sachdev joins Times of India Metro Supplements as brand head

    Aabha Sachdev joins Times of India Metro Supplements as brand head

    Mumbai: Moving on from the position of the head of corporate marketing at Sony Pictures Networks India, Aabha Sachdev has announced that she has joined Times of India Metro Supplements as brand head.

    The announcement was made through her LinkedIn post that said: “Looking forward to working and learning from great industry stalwarts in this institution called ‘Times of India’.”

    She brings over 21 years of in-depth experience in the media industry. She is a marketing leader who specializes in developing and executing marketing, PR, and brand association strategies for television and Bollywood film business. She did her MBA in marketing from the University of Pune and a certificate in digital marketing from Columbia Business School.

    At SPNI, she successfully launched and promoted several popular shows and movies and is passionate about creating engaging and innovative campaigns that connect with the audience and drive business growth. Her earlier stints include Disney UTV Studios, and Disney Star.

  • The evolution of AI-powered advertising: From targeting to personalisation

    The evolution of AI-powered advertising: From targeting to personalisation

    Mumbai: Artificial intelligence is one of the transforming phenomena from a trend in modern times when it comes to digital advertising. As Gandharv Sachdeva, an experienced digital expert and India country head of Hybrid, stated, “AI has transformed digital advertising”. He explains how the developments in AI have significantly influenced digital advertising and points out that the biggest impact has been felt in the field of segmentation and personalisation.

    Times, when there were no ads with explicit, consistent, and well-targeted messages, are long gone. AI has given rise to digital advertising, which is now data-driven and the application of algorithms has made it possible to run hyper-targeted ads. Apart from enabling a more efficient budget allocation, the user experience has also improved as the right message is shown to the right individuals at the right time.

    Predictive analytics is another advancement of AI that is worth mentioning. Predictive analytics allows marketers to optimize their ads to make them more personalised and adapt to consumers’ actions based on historical data and machine learning algorithms. For example, the company selling outdoor equipment can use this technology to suggest products based on what its chosen customers have already bought in its store or what such clients have looked for in specific months of the year. However, such a benefits approach is not only beneficial for achieving marketing goals, but it also helps build a stronger relationship with customers by making communications more relevant and timely.

    Moreover, artificial intelligence has been a great tool for the personalization of ads by providing unique and personalised experiences at scale. Now, marketers can apply dynamic content and also adaptive suggestion engines that can be customized to each viewer. A streaming service / OTT platform might integrate AI to show relevant ads based on the content that is being consumed by the users such as sports, travel, adventure, etc. thus increasing user engagement and satisfaction.

    In addition to the above, advertising associated with AI also diversifies attention to targeting, personalisation, and achieving maximum optimization. AI algorithms provide a means of identifying the successes and failures of a campaign in real time and can always assist advertisers in making immediate decisions. Brands can then respond quickly to changes in the market because they can always get the best from their budget. For instance, a clothing brand can use AI to target the top five fashion styles while focusing on consumer response rates to get the best out of its budget achievable.

    In a nutshell, artificial intelligence in advertising has brought about a paradigm shift in the way brands interact with their audiences. AI can now be used by marketers to reach their target customers with the use of customized ads, personalisation, and optimisation in real time. The advancement of technology creates new ways and opportunities for the ad industry with AI being one of them, which will push the change and establish new marketing standards. Nevertheless, the rise of AI in digital advertising is just as important as ensuring that advertisements follow all ethical standards and practices. Marketers must balance individualisation and privacy, in which the consumers’ data are used proportionately and transparently.

  • JSW Paints unveils ‘Rangon Ka Khel Hai’ anthem

    JSW Paints unveils ‘Rangon Ka Khel Hai’ anthem

    Mumbai: JSW Paints, an environment-friendly paints company and part of the $23 billion JSW Group has unveiled a digital-first campaign to celebrate crickets’ colourful spirit resonating across the country. One of the most unique elements of the new campaign is the anthem, ‘Rangon Ka Khel Hai’, created to celebrate the unifying sentiment which is intrinsic to the game of cricket. The anthem, inspired by JSW Paints’ diverse colour range, adds a refreshing touch to every space, embodying the spirit of togetherness and celebration.

    JSW Paints has partnered with six teams across the Indian Premier League (IPL) and Women’s Premier League (WPL) franchisee. This is one of the biggest brand association by JSW Paints and includes partnership with six teams including the Shahrukh Khan co-owned Kolkata Knight Riders, Chennai Super Kings, Gujarat Giants, UP Warriorz, and the JSW Group’s co-owned Delhi Capitals during the current editions of WPL & IPL.

    According to JSW Paints joint MD & CEO AS Sundaresan, “Cricket is a sport that’s the heartbeat of India; it’s a way of life, a celebration of colours. By partnering with renowned teams in both the IPL and WPL, we not only expand our brand presence but also wish to be integral to the sport’s legacy. The JSW Paints anthem is our tribute to the way colours come together to make Cricket Spectacular – Rango ka Khel hai, Rangon ka Mel hai.”

    TBWAIndia CEO Govind Pandey said, “The Anthem celebrates the unity in passion and love for the game of cricket in the diversity of the colours of fans and players of IPL and WPL. All colours are equal. Yet another beautiful thought from JSW Paints.”

    “Our anthem’s lyrics encapsulate the kaleidoscopic spirit of cricket, mirroring the vibrant range of JSW Paints. Just as cricket brings together players and fans of different teams, each having their unique colours, our diverse range of colours unites homes across India, infusing them with vibrancy and life. It’s a beautiful synergy that reflects the essence of both cricket and JSW Paints.” TBWAIndia CCExpO Russell Barrett.

  • Mother Dairy celebrates ‘Maa Jaisi Mamta’ in latest campaign

    Mother Dairy celebrates ‘Maa Jaisi Mamta’ in latest campaign

    Mumbai: Celebrating the universal values of love, care, emotion and compassion embodied by mothers, India’s leading dairy brand Mother Dairy is all set to roll out its brand anthem and campaign in its latest communication headlined under “Mamta Jaisi Shudh, Maa Jaisi Mamta” Mother Dairy, Maa Jaisi.

    Penned by eminent poet Gulzar, the anthem beautifully describes the virtues of a mother which all of us inherit and exemplify in varied situations and circumstances. These virtues represent not just the emotions but also showcase that there is a mother in all of us.

    The campaign narrative explores instances where maternal virtues are demonstrated outside traditional mother-child relationships. These relationships within families, friends, colleagues and even with the unknowns supporting each other showcases the myriad ways in which these values enrich lives and strengthen bonds.

    “In a world where compassion and empathy are more vital than ever, Mother Dairy recognizes the enduring significance of maternal values,” said  Mother Dairy MD Manish Bandlish. “As we commemorate our 50 years of establishment, our new campaign aims to celebrate these values and inspire individuals to embrace them in their daily lives, fostering stronger connections and a sense of community.” He further added, “At Mother Dairy, we believe in infusing every aspect of our work with the same love and care that a mother provides by ensuring quality ingredients to craft delightful products, our commitment to excellence is rooted in these timeless values and remains steadfast.”

    Campaign thought

    A mother often exudes the purest of virtues. But the values of a mother can also be seen in people other than her. Sometimes you can see it in the way an elder brother looks after the young ones. It is in the care a colleague shows towards his teammates. Or even in the concern a teenager shows towards elderly. It is these values of a mother that Mother Dairy endorses. It is the same love and concern that goes into making each of our products.

    The execution

    The film begins with a scene set in an office cafeteria, where two colleagues are prepping up for a meal. Just as they’re about to begin, one of them receives an urgent call from their manager. Hastily leaving his meal behind, he rushes off to attend the meeting. However, his thoughtful colleague insists he takes a roll of a Chapati with Paneer along. In another scene, two senior citizens share a fond moment. One of them, being fed by a nurse, seems disinterested in the meal. The other encourages and motivates him to have the food if he wants to satiate his desire for Mother Dairy’s Mishti Doi.

    Similar scenarios unfold throughout the film, involving a couple, a group of friends, a child and a fellow passenger, and two students getting ready for school in their hostel room all sharing a moment while relishing a Mother Dairy product. Each situation highlights and narrates a stanza on maternal virtue aptly embraced by a captivating background score, ultimately leading to a frame featuring brand’s product window.

    Commenting on the campaign, Ogilvy-North chief creative officer Ritu Sharda added, “Every now and then we come across people who take care of us just like a ‘Mother’ would do. They are Maa Jaisi to us. The same is true for Mother Dairy products. They are made with the same love, nurturing, and purity. Qualities taught by mothers. This inspired us to weave this new story for Mother Dairy, an ode to all those who are Maa Jaisi. With ‘Mother’ in our name, this is a beautiful natural fit with everything we stand for.”

  • Vadilal unveils new summer campaign where joy, flavor, and ‘WAAH’ moments unite

    Vadilal unveils new summer campaign where joy, flavor, and ‘WAAH’ moments unite

    Mumbai: Vadilal Enterprise Ltd  announces the launch of its newest summer campaign, poised to elevate every celebration to its utmost potential. Unveiling a series of three films depicting the significance of celebrations & Vadilal, the brand uniquely showcases “Har moment ko banaye Kamaal! WAAH Vadilal!”

    The campaign revolves around the central theme of ‘WAAH’, embodying the utter delight experienced by consumers when indulging in Vadilal ice creams. Vadilal captures the essence of celebration through three poignant films, each showcasing moments of life’s milestones that go unnoticed until Vadilal ice cream makes its heartwarming entrance. From the jubilant arrival of a newborn in the hospital to the poignant reunion of a long-lost son in India, and the groundbreaking news of a Mars landing in the newsroom, Vadilal’s presence elevates these moments into indelible celebrations. The films ingeniously convey Vadilal’s essence by humorously echoing the central themes, where protagonists only fully react to the news once Vadilal ice cream is served, emphasizing the joyous association with ice cream as the core ingredient. In a mere fortnight, two out of three campaign films have already graced the screens, captivating audiences with their ingenuity and message. Yet, the thrill continues to mount as the eagerly awaited third film is poised for release in the forthcoming week, promising heightened entertainment and engagement for consumers.

    For over a century, Vadilal has woven itself into the fabric of countless family narratives, enriching moments of celebration with its signature flavors, both grand and intimate. Vadilal has cleverly played with the sentiments of the Indian culture where every moment, be it festivals or intimate news is celebrated with delightful treats. Over the past three years, the brand has passionately pursued the essence of the “WAAH” factor in life’s experiences. With each indulgence in Vadilal’s delectable ice creams, protagonists find themselves exclaiming ‘WAAH’, a sentiment Vadilal has embraced and amplified in their cinematic narratives. The films eloquently underscore the idea that every moment, no matter how fleeting, feels incomplete without the joyous presence of Vadilal.

    Niraj R. Presswala, General Manager, Marketing & Branding says, “With loyal consumers spanning three generations, Vadilal Ice Creams is thrilled to connect with every age group in the quirkiest way possible this year, and we will continue doing campaigns like these year on year. Our summer ad films promise not only the best laughs but also a trip down memory lane, recalling your fondest celebratory moments. Vadilal has been there for countless “WAAH” moments – from birthdays to anniversairies to new jobs and to making every small moment a WAAH moment in your life. We’re excited to keep being a part of your cherished memories in the years ahead.”

    The TVCs are crafted by Moonshot Digital creative agency feature scripts written by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha and Deep Joshi, with direction films by Rahul Bharti and production by Zuleikha Gupta at Sun City Studios.

    Moonshot Digital co-founder Devaiah Bopanna said, “It’s not every day that you get a chance to work on a legacy brand. The challenge of living up to the legacy of Vadilal, while also trying to push the envelope on the creative, is no easy task. Thankfully, we had the unflinching support from the Vadilal team to create something all of us could be proud of. Sometimes, we just need to keep it simple and let the product and the brand do all the talking. So when we hit upon a simple insight that ‘Every moment can be an epic moment if we have Vadilal in it,’ it immediately resonated with all of us.”

    Vadilal has been a part of celebrations in India for over a century. From adding its magic to vibrant gatherings and intimate occasions, Vadilal is the secret ingredient elevating and making every moment truly ‘kamaal’.  The campaign will be amplified through a mega-media mix with maximum penetration across mediums such as TV, Digital, Print, Radio, OOH, Audio, News Channels and all brand touch points.

    Soon to be Launched – Film Reunion

  • Ashwin Sheth Group brings ‘Sone ki Chaabi’ for Akshaya Tritiya

    Ashwin Sheth Group brings ‘Sone ki Chaabi’ for Akshaya Tritiya

    Mumbai: Ashwin Sheth Group (ASG) has launched its most significant campaign for Q1 – “Sone ki Chaabi”, coinciding with Akshaya Tritiya, an auspicious Indian festival aiming to secure a prosperous future for home buyers and property investors.

    Akshaya Tritiya is an auspicious occasion for people to seek property investments as it is the most auspicious time to do so. On this day, people make enduring financial commitments in real estate & gold. Typically, homebuyers stand to gain from attractive deals, tax advantages and favourable celestial alignments, making it an opportune moment for property acquisition. By choosing to invest in property on Akshaya Tritiya, individuals can seek blessings for their investment from the divine, ensuring prosperity and joy in their new abode.

    The Ashwin Sheth Group has introduced an exciting promotion for this Akshaya Tritiya, offering assured luxury gifts to homebuyers who secure their dream homes. The offer is named “Sone ki Chaabi” based on the most valuable gift being given out – a 100 gm Gold key. This campaign spans all operational sites of the Ashwin Sheth Group, featuring guaranteed offers for all customers who book during this period. The exclusive offers also include an all-expenses paid 3N/4D family vacation to Mauritius, iPhone 15 Pros and BMW & Harley Davidson bikes. Disclaimer: The prizes of BMW bikes or iPhones are solely offered by ASG as a part of this promotion and these companies are not associated with this offer. ASG takes the sole responsibility for fulfilling the prize won by the allottee during the offer period, *T&C applied.

    This opportunity to partake in the auspicious Akshaya Tritiya festival is live from 20 April to 20 May 2024 and this exceptional offer extends across the Ashwin Sheth Group’s prestigious developments, encompassing Avante in Kanjurmarg, Montana in Mulund, Sheth Zuri in Thane, Sheth Avalon in Thane, Sheth Vasant Lawns in Thane and Edmont-Aurelia in Kandivali.

    Ashwin Sheth Group chief sales and marketing officer Bhavik Bhandari stated, “Sone ki Chaabi” campaign is an exclusive giveaway on all projects across Mumbai and it adds excitement for potential homebuyers, also reflects our brand’s dedication to customer satisfaction on this auspicious festival. Providing exceptional value and creating opportunities for customers to get exclusive assured rewards while investing in their dream homes truly demonstrate our commitment to their needs and preferences. It enhances the overall experience and strengthens the bond between our brand and our customers. It’s a delightful way to celebrate aspirations, forge enduring memories and lay the cornerstone for a lifetime of happiness in their new homes.”

    A recipient of prestigious awards, Ashwin Sheth Group is actively engaged in an expansion drive, extending its presence in both residential and commercial segments along with other business growth drivers within the MMR region, and soon venturing into new cities as well.

  • RCB unveils Royal Challenge packaged drinking water as an official partner

    RCB unveils Royal Challenge packaged drinking water as an official partner

    Mumbai: Royal Challenge packaged drinking water, announced its association with Royal Challengers Bengaluru, as an official partner during this T20 season. Following a successful collaboration with the Royal Challengers Bengaluru women’s T20 team, the reigning champions this season, the brand continues its longstanding partnership with the men’s team for the 2024 T20 season. This year, Royal Challenge Packaged Drinking Water will bring the festive spirit to town alongside the cricket season, inspiring every player to #ChooseBold.

    Speaking about this association, Diageo India VP and portfolio head, marketing Varun Koorichh said, “Cricket is a sporting extravaganza that brings the entire country together with inspiring sporting action that’s a feast for Indians across the country. We are excited to be associated with Royal Challengers Bengaluru as an official partner. It is exciting to see the Naya Shers #ChooseBold because they truly embody the spirit of the brand and we wish them all the luck for the ongoing season!”

    Royal Challengers Bengaluru VP & head Rajesh Menon said, “Taking on the challenge and celebrating boldness has always been the spirit of Royal Challengers Bengaluru. We are thrilled to join forces with Royal Challenge Packaged Drinking Water, a brand that shares our ethos by choosing bold in all their endeavours.”

  • Goafest 2024 opens delegate registrations

    Goafest 2024 opens delegate registrations

    Mumbai: Goafest, the premier festival celebrating creativity and advertising excellence in India, is thrilled to announce the opening of delegate registrations for its highly anticipated event. Delegates can secure their spots at early bird rates until 15 May, 2024.

    Scheduled to take place from 29 to 31 May at the luxurious Westin Powai in Mumbai, Goafest 2024 promises to be an immersive experience, showcasing the best of advertising, marketing, and creative innovation.

    This year’s Goafest will feature an exciting lineup of keynote speakers, panel discussions, workshops, and networking opportunities, providing delegates with valuable insights and inspiration to fuel their creativity and drive success in the dynamic advertising industry.

    Goafest 2024 – chairman of the delegates committee Sam Balsara expressed his enthusiasm for the upcoming event, stating, “Goafest is a unique platform that brings together industry leaders, creative minds, and aspiring talents to celebrate creativity, exchange ideas, and shape the future of advertising in India. We are excited to welcome delegates from across the country to join us for three days of inspiration, learning, and networking. This year with the event moving to Mumbai, we are sure there will be a substantial increase in delegates from Mumbai.”

    Registrations are now open, and early bird rates are available until 15 May, offering delegates significant savings on their attendance fees. To register and secure your spot at Goafest 2024, visit Goafest official website today.