ITV

Category: Media and Advertising

  • Colgate MaxFresh ad blunders brought to light by CID’s comedic investigation

    Colgate MaxFresh ad blunders brought to light by CID’s comedic investigation

    Mumbai: In an unexpected turn of events, Colgate MaxFresh, for its recent ad campaign- “Neend Bhagao Taazgi Jagao,” has found itself in a light-hearted predicament. Despite its commitment to minimizing morning mishaps, the brand inadvertently stumbled into a playful controversy with surprising blunders within its own advertisement. This amusing twist caught the attention of none other than the legendary ACP Pradyuman and his esteemed CID team, renowned for their astute investigative skills and penchant for solving mysteries.

    As they delve into the curious case of the Colgate MaxFresh ad, a unique collaboration unfolds between toothpaste and detectives, promising a journey filled with laughter, intrigue, and unexpected discoveries.

    The revelation of these goofs came to light months after the ad’s initial airing, thanks to none other than the legendary ACP Pradyuman and his esteemed CID team. Their sharp observations and diligent investigation uncovered subtle yet amusing errors that had previously gone unnoticed by the masses. The ad portrays a groggy doctor’s humorous morning mishaps, symbolized by a bed attached to his back, until he uses Colgate MaxFresh with cooling crystals to awaken fully and start his day goof-up free.

    In an effort to engage the audience and transform this inadvertent misstep into a delightful opportunity, Colgate MaxFresh, in collaboration with ACP Pradyuman and his team, invites consumers to participate in the investigation. The call to action extends to all, urging individuals to join the hunt for additional goofs and stand a chance to win exciting gift hampers as a token of appreciation for their vigilance.

    With the collective efforts of curious netizens and seasoned detectives, the quest to uncover every hidden goof-up becomes not only a mission but a shared experience of camaraderie and fun.

  • Dhoni sings ‘Bole Jo Koyal’ in EMotorad’s viral e-cycles campaign

    Dhoni sings ‘Bole Jo Koyal’ in EMotorad’s viral e-cycles campaign

    Mumbai: EMotorad dropped a new campaign that got MS Dhoni singing ‘Bole Jo Koyal’ while riding their e-cycle. The video is an ode to the meme that went viral in 2019, leaving Mahi fans in splits that featured a Mahi look-alike grooving to Bole jo Koyal. The brand wanted to bring the same meme to life, but this time, getting Dhoni to sing the song while educating customers about their e-cycles. A huge win for the internet.

    In their latest ad campaign, MS Dhoni is riding a T-rex Air EMotorad e-cycle from their premium Desire range. The ad shows two animated koyals admiring Captain Cool and his brand-new ride while discussing the cycle’s features, such as its removable battery, 70-plus km range, and other specifications.

    Sharing his insight on the campaign, EMotorad CMO Aditya Oza commented, “Our aim was simple. We wanted to bring the magic from memes and give MS fans something they were waiting for. MS was such a good sport and open to new ideas while doing something different! Infact, he is one of the very few who trolled his trollers and they loved it too! What an end statement for the entire thing. MS holds a special connection with this wildy famous song, and I too, along with countless fans, wished to see him synergise this once! We love the reactions and are thrilled to bring together two icons – Dhoni and the ‘Bole Jo Koyal’ song – in a way that celebrates joy, humour, the spirit of adventure, and our very own e-cycles. This turned out to be a ‘break the internet moment’ and partnering with Dhoni makes it even more special as we aimed to promote electric cycles in a fun way!”

  • Amazon Fashion announces new campaign ‘Fashion on Amazon, Har Pal Fashionable’

    Amazon Fashion announces new campaign ‘Fashion on Amazon, Har Pal Fashionable’

    Mumbai:  Amazon Fashion announces the launch of its latest campaign, “Fashion on Amazon, Har Pal Fashionable,” featuring Bollywood stars, Ananya Panday and Aditya Roy Kapur for the first time together. The campaign highlights Amazon as a one-stop online destination across clothes, shoes, watches, accessories etc. that enables customers to put their looks together, with features like ‘wear it with’ suggestions from top brands and convenience features like ‘easy returns’, ‘fast delivery’, ‘no convenience fees’ etc. With this campaign, Amazon Fashion reaffirms its commitment to fashion enthusiasts, aiming to make fashion effortless, redefine fashion and elevate their shopping experience. Conceptualized by Media Monks,  the campaign went live recently across TV, Outdoor, Digital Video & Social Media.

    The campaign centers around the insights of assembling a stylish outfit and finding the right combinations for a complete look such as such as sunglasses, watches, shoes, etc. Women often find it more challenging to accessorize and coordinate everyday outfits, while men encounter similar difficulties, particularly when dressing for outings or leaving the house for work. In the first ad film, Ananya Panday effortlessly assembles a head-to-toe fashionable look while Aditya Roy Kapoor perceives it as a time-consuming task. While in the second ad film, Aditya Roy Kapoor is seen ready to head out but Ananya points out that he’s only halfway there and helps him find complementary accessories such as watches and loafers through the ‘Wear it with’ feature to elevate his ensemble into a fashionable look. Both the films, highlight Amazon Fashion’s delivery on time, easy returns and no convenience fee, and wide selection which makes it completely effortless for her to be ‘Har Pal Fashionable’.

    “We are excited to introduce our new campaign, ‘Fashion on Amazon, Har Pal Fashionable.’ This campaign aims to establish Amazon Fashion as the one-stop online destination for fashion enthusiasts. Offering a diverse selection of clothes, shoes, watches, accessories and more, Amazon enables customers to effortlessly curate their looks with features like ‘Wear it with’ suggestions from top brands. With added convenience features such as easy returns, fast delivery at no additional fee, we strive to continuously improve the fashion shopping experience.” said Amazon India Director-Consumer Marketing Pragya Sharma.

    “As a big fashion enthusiast, I constantly strive for effortless style,” said Kapoor. I’m excited to be part of Amazon Fashion’s new campaign. The ease of online ordering from an extensive selection across sunglasses, watches, shoes etc. on Amazon Fashion, to always getting your delivery on time, takes the guesswork out of shopping and makes building a stylish wardrobe a breeze.”

    Panday said, “I love styling that makes me feel comfortable yet confident and with Amazon Fashion’s wide selection across accessories, shoes, bags etc. I can mix and match effortlessly. I’m very thrilled to be a part of Amazon Fashion’s ‘Fashion on Amazon, Har Pal Fashionable’ campaign, that enables customers to put their looks together, with features like ‘wear it with’ suggestions, from top brands and convenience features like ‘easy returns’, ‘fast delivery’, ‘no  convenience fees’ etc.

    “In our campaign, Ananya, who is known for her fashion quotient and has been the face of the brand, introduces Aditya to the world of Amazon Fashion. Aditya gets wowed by how effortless fashion can be on Amazon with our wide selection & top brands that let you create all kinds of different looks,” said Media.Monks India chief content officer Azazul Haque.

  • Jackie Shroff, Shankar Mahadevan, and Prabhu Deva ‘seen’ like never before in MakeMyTrip’s quirky #AsliStar campaign

    Jackie Shroff, Shankar Mahadevan, and Prabhu Deva ‘seen’ like never before in MakeMyTrip’s quirky #AsliStar campaign

    Mumbai: Amidst the high-octane advertising mélange that is the IPL season, MakeMyTrip’s latest campaign truly stands out. India’s leading online travel company plays on the much-expounded benefits of ‘star power’ albeit with a twist, where the stars signed for the campaign never really show their face.

    The campaign comprises four films starring Bollywood actors – Jackie Shroff, dancer & actor Prabhu Deva, Grammy-winning singer-composer Shankar Mahadevan. Each of these personalities are so distinct in their style, voice and attitude that anyone familiar with their work will recognise them even without seeing their face. MakeMyTrip plays on this insight to showcase the platform as the ‘Asli Star’ (real hero) of the campaign, highlighting the benefits of booking hotels and homestays on the platform. Jackie dada drops Shakespeare-sque gems about maximising on life’s experiences whether on a trip or beyond; Prabhu Deva shares his love for dancing with abandon especially when your hotel room has all the amenities conducive to it; and Shankar Mahadevan sings breathlessly to cover the myriad offers available on the platform. A fourth film featuring two cricketing legends will go live later this week. Peppered into the ad films are inside jokes for the delight of true fans, and lovers of internet culture which audiences would love to keep their eyes peeled for.

    MakeMyTrip chief marketing officer and CBO – Corporate Raj Rishi Singh said, “When it comes to advertising, our goal is to keep upping the ante on the quirk-factor or the humour in our campaigns. Easily relatable situations, characters and people are brought into the fold of the brand’s communication but with a distinct MakeMyTrip edge. For this campaign too, we wanted to spotlight our fabulous hotels and homestays offerings with an equally fabulous star cast. It turns out that each of the personalities in our 4 films are real-life patrons of our platform. This information and their own distinct personal styles combined really brought our vision to fruition.”

    This creative campaign has been conceptualised by the creative agency Talented and directed by Suresh Triveni, Open Image and Radhika Produces Films. Talented creative Pearl Alex said “How bold the client, and how humble the celebrity, who hears a concept like this and says yes! Credit to co-founder & CCO P.G. Aditya for not just the creative device, but also letting no one shy away from it. We wanted to work with talent who had stories & personalities bigger than their face value, and an even bigger heart to attempt this format. All the inside jokes and ‘was that really him?’ moments in each film were intentional for rewatchability. If you’re going to see an ad umpteen times, we may as well make it fun, giving you something new to spot each time!”

    The first three films are live on television and across all social platforms. 

  • Cleartrip unveils first ad campaign with Mahendra Singh Dhoni

    Cleartrip unveils first ad campaign with Mahendra Singh Dhoni

    Mumbai: Cleartrip’s new brand ambassador and cricketing icon, Mahendra Singh Dhoni, marked his debut innings with the brand’s latest ad film. Donning 3 quirky avatars – pilot, darbaan and a traveler – MSD aka Captain Cool urges first-time users to book with Cleartrip to score big with offers and enjoy unparalleled flexibility on flights, hotels and buses under the brand’s promise – ‘ClearChoice’. This proposition for a whole new set of audience is timed perfectly right ahead of the summer travel frenzy.

    The film aligns with Cleartrip’s vision of growing its market presence and unlocking a new and larger demographic. It introduces them to the brand’s unique value proposition through relatable moments that resonate with every traveler. Through the campaign, the films highlight the common pain points of travelers, especially for last-minute cancellations and modifications. MSD in his quintessential style reassures the users that with Cleartrip, booking journeys are stress-free and flexible.

    The unique element of the campaign messaging is Cleartrip’s assertion that new customers are lucky if they haven’t yet booked with them. This quirky and provocative approach from an OTA, suggesting luck in not choosing their service, mirrors Cleartrip’s classic disruptive marketing.

    The exciting offers include:

    1   Domestic Flights: Flat Rs 777 off + earn 500 Supercoins on first domestic flight booking.

    2   International Flights:  Flat 10 per cent off + earn 500 SuperCoins on first international flight booking.

    3   Domestic Hotels:  Flat 25 per cent off on first booking

    4   International Hotels: Flat Rs.2000 off on first booking

    5   Hotel cancellations right before check-in start at just Rs.49

    6   Lowest rates in the industry for rescheduling and cancelling flights.

    7   Flat 15 per cent off on bus bookings

    Cleartrip brand ambassador Mahendra Singh Dhoni said, “Throughout my career, travelling across continents, I have been a true globetrotter and discovered my love for travel. After so many years, travel has become something I look forward to. I couldn’t be more thrilled to come onboard Cleartrip, a brand that mirrors what travel should be like – fun, memorable and meaningful. In my career, I continue to make tough decisions every day, but with Cleartrip, decision-making is easy and straightforward. Their commitment to transparency simplifies choices and allows anyone to confidently go on a journey of their dreams.”

    Cleartrip chief business officer Prahlad Krishnamurthi said, “At Cleartrip, our fundamental aim is to democratise travel through superior offerings and unprecedented flexibility. Our latest campaign with Mahendra Singh Dhoni, an iconic figure with universal appeal, is to invite new users to come onboard Cleartrip and experience travel like never before. MSD embodies Cleartrip’s ethos of Straightforwardness and Transparency and we believe he is the perfect Captain for us and our travelers from across the country.”

    Cleartrip is indeed ‘Thala’s Choice’ for anyone seeking a seamless, memorable, and meaningful journey.

  • What role will personalization play in advertising campaigns in 2024?

    What role will personalization play in advertising campaigns in 2024?

    Mumbai: Personalization is a strategy quickly shaping up as a cornerstone in the quickly evolving field of digital marketing in consumer engagement; in the year 2024, it became even more essential in advertising campaigns. Therefore, today we will delve deeper into the multi-faceted implications of personalization in the advertising arena, touching on technological advancements, data privacy concerns, consumer expectations, and the balance between personalization and intrusion.

    The Essence of Personalization

    Personalization in advertising is a strategy when a brand provides tailor-made communication to a person directly concerned about messages, products, or offers. This is not only calling the consumer by their name; instead, it goes further to understand every bit of his preference, behavior and needs at a granular level-just to serve them content that resonates well.

    Technological Innovations Driving Personalization

    Underlying this explosion of personalization are breakthroughs in artificial intelligence (AI) and machine learning (ML) that allow the analysis of massive data sets to identify patterns and predict consumer activity to an even finer degree than before.

    What awaits us in 2024, is the improvement in AI models that are able to create hyper-personalized content in real-time-something that, when done correctly, could greatly improve the consumer experience.

    Blockchain technology is also at the forefront of the personalization trend, providing an assurance of better security in accessing data and transparency. It puts the hands of consumers in control over who has access to their private information and how that information will be used, hence building trust between consumers and brands.

    Augmented reality (AR) and Virtual reality (VR) further the extent of personalization to much more immersive experiences. From virtual try-ons to personalized virtual spaces, the likes of AR and VR today redefine the very nature of engagement in the digital age.

    The Data Privacy Paradox

    But with such personalization come many advantages that go hand-in-hand with major data privacy concerns. Customers are more concerned than ever with how their personal information is collected, stored, and used.

    And so, in 2024, the advertising industry will toe the line by employing privacy-centric approaches to personalization through the use of anonymized data and, at the same time, inventing non-invasive methodologies in personalization that respect consumer privacy but also ensure they deliver tailor-made experiences.

    Consumer Expectations in the Era of Personalization

    Consumers today are not reacting to personalized experiences but demanding them. One size does not fit at all into the marketplace that encourages individuality. They expect the brands from which they buy to know about their needs and preferences and, in turn, communicate with them in a manner reflecting this knowledge.

    But there is a very blurred line between personalization and intrusion. Brands crossing this line risk losing such customers. So, the art of personalization in 2024 is to be relevant without being invasive, adding value without crossing over the privacy line.

    The Future of Personalized Advertising Campaigns Looking forward, we can anticipate several trends that will shape the future of personalized advertising:

    Increased Use of Predictive Analytics: This enhances the possibility of more accurate predictions on future needs and preferences by enhancing historical data on what consumers have done.

    Ethical Personalization: More focused efforts for this will have to be made to lay due emphasis on putting ethical considerations at the heart of personalization, touching transparency, consent, and respect for consumer privacy.

    Omnichannel personalization: From digital to traditional advertising channels, personalization will transcend towards an omnichannel experience.

    User-Generated Content (UGC): More and more brands are expected to lean into UGC for personalization, seeing this kind of content as a way to build up a community and authenticity around what touches their consumer base.

    Personalization at scale: Advanced technology needs to empower brands to deliver just the right amount of personalized experience to their diverse audience without diluting the quality and relevance of the interaction.

    Conclusion

    The role of personalization in ad campaigns is forecast to grow exponentially by 2024. Driven by technological advances, evolving consumer expectations, and an ongoing quest to find a balance between customization and privacy. The winners will thus be those who can harness personalization in a manner that is both respectful and ethical, but above all, customer-focused. This paradigm shift to personal advertising is not a trend but a mirror of deeper change in the consumer-brand relationship: moving from the impersonal and transactional towards taking on the mission of building meaningful, involving, and enduring connections. Go further into this new era, and the ceiling on the potential for personalization in advertising seems boundless, promising a future where every consumer touchpoint is as unique as the individual at the center of it.

    The author of this article is Digidarts founder & CEO Siddhartha Vanvani.

  • Hashtag Orange appoints Su Yin Teh, ex-CFO of WPP, as advisor for international business expansion

    Hashtag Orange appoints Su Yin Teh, ex-CFO of WPP, as advisor for international business expansion

    Mumbai: In a strategic move to propel global growth and market penetration, the integrated marketing agency, Hashtag Orange, has announced the appointment of Su Yin Teh as their advisor for international business expansion.

    In her extensive career spanning over two decades, Su Yin Teh has worked with prominent organisations such as WPP, GroupM, Essence and Viacom, among others. Holding crucial finance positions across these companies, Su Yin brings with her a wealth of experience in developing and leading financial initiatives, making informed investment decisions, and analyzing and managing risks to ensure financial well-being. Especially in her role as EVP of Finance and Operations of Essence APAC, Su Yin worked closely with other functions to optimise financial operations and manage strategic financial objectives for maximizing commercial success across APAC.

    Leveraging this expertise in her new role as Advisor for International Business Expansion, Su Yin will be responsible for driving Hashtag Orange’s global market penetration and contributing to revenue growth. From developing growth strategies to conducting quarterly review meetings aligned with the business plan, her role will be pivotal in fulfilling the organization’s business expansion goals.

    Sharing his vision for the company with this appointment, Mukesh Vij, Founder of Hashtag Orange, said, “Having accomplished remarkable milestones in India within the past 6 years, we are now poised for a global expansion that echoes our bold ambitions. With an extensive array of services and customized client solutions, we’re confident that Su Yin’s addition to our team will accelerate business growth. Her expertise will greatly benefit us in making the right strategic moves at the right time, ensuring that our global aspirations are not only realized but surpassed.”

    Expressing her delight at the start of this new chapter, Su Yin Teh said, “I am thrilled to embark on this exciting journey with Hashtag Orange and contribute to their international expansion endeavours. By collaborating with the talented individuals that make up Hashtag’s ingenious team, I hope to leverage our collective strengths to drive strategic initiatives that enhance our market presence. I look forward to making impactful contributions that propel the company towards global success.”

  • Infectious Advertising appoints Prashanth Kumar as chief digital officer

    Infectious Advertising appoints Prashanth Kumar as chief digital officer

    Mumbai: Infectious Advertising has appointed Prashanth Kumar as chief digital officer. A pro at digital and strategy, Prashant has rich and varied experience across markets. He has worked in India, Southeast Asia, China, the UK, and the GCC with agencies like Dentsu Aegis, Publicis, WPP, and Interpublic.

    Prashanth has nearly 25 years of experience leading brands across a multitude of sectors including Automotive, Beverage, BFSI, Construction, Entertainment, FMCG, Healthcare, Hospitality, Real Estate, Travel, Tourism, Governmental, and PSUs. From crafting integrated strategies as a Digital Strategist to spearheading the Client Services function, he has consistently championed the digital medium, serving as a digital evangelist for both brands and agencies alike.

    Speaking about his move to Infectious Advertising, Prashanth Kumar had this to say, ‘In India’s digital landscape, few agencies grasp both brand essence and effective content creation for long-term brand growth. Infectious embodies this rare fusion, and I’m thrilled to align with their vision.’

    Commenting on the appointment, Nisha Singhania, CEO & managing partner of Infectious Advertising added, ‘Prashanth is a rare combination of digital, strategy and business. His vast experience across geographies and categories will enable him to add immense value to our varied clients. We are delighted to have him on board and look forward to working together.’

  • Crunchyroll launches ‘Wish Your World Was Anime’ campaign

    Crunchyroll launches ‘Wish Your World Was Anime’ campaign

    Mumbai: Crunchyroll, the ultimate home for anime worldwide, launched its first ad campaign in India, ‘Wish Your World Was Anime’, which masterfully blends the immersive world of anime with real life, featuring anime superfans Rashmika Mandanna and Tiger Shroff. In the two ad films, the protagonists wish for dream scenarios in their real lives, such as embarking on vivid adventures and turning challenges into triumphant moments, much like those in the captivating anime worlds they enjoy.

    The dynamic ads premiered during the IPL and will air digitally on JioCinema during TATA IPL matches. Crunchyroll has also planned a comprehensive marketing campaign encompassing surround sound promotions through OOH, digital advertising, and social media outreach.

    Anime, with its unique storytelling style, action, and visual artistry, offers a realm unlike any other, where individuals immerse in narratives that inspire, provoke thought, and evoke emotion. With ‘Wish Your World Was Anime,’ Crunchyroll aims to tap into the universal desire shared by anime enthusiasts everywhere – to infuse their everyday lives with the vibrancy, courage, and adventure reminiscent of their favorite anime characters and shows.

    The ad films have been uniquely crafted using a blend of original Japanese animation with live action. The creative agency behind the campaign is Tilt Brand Solutions, while the anime segments were created by renowned anime studios in Japan, ensuring the authenticity of the craft and reinforcing Crunchyroll’s dedication to sharing Japanese anime with the world. Drive Inc. created the anime for the ad film with Rashmika, while the anime in Tiger’s ad film was created by ARECT, Inc. The films were overseen creatively by Crunchyroll’s creative services team. The background music in the ad film with Tiger is exclusive, produced by Donn Bhatt, and features rapper Jagsifat. The ad film with Rashmika has the song ‘Billo’ by Excise Dept.

    “We are thrilled to announce Crunchyroll’s first brand campaign in India — a heartfelt milestone for us and the anime community here,” said Crunchyroll SVP of marketing Markus Gerdemann. “With Tiger Shroff and Rashmika Mandanna joining us, our campaign shines a light on the power of anime as a captivating form of storytelling. India’s rich culture and its enthusiastic embrace of anime inspire us every day. What better way to debut the campaign than another milestone cultural moment – the IPL.”

    “This campaign is more than just an announcement; it’s a reflection of our dedication to nurturing our bond with anime fans across the country,” added VP of creative services Norman Rabinovich. “We’re celebrating our collective love for anime and supporting the fandom that makes it all so rewarding.”