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Category: Media and Advertising

  • TUMI debuts women’s Asra collection with campaign starring Mun Ka Young

    TUMI debuts women’s Asra collection with campaign starring Mun Ka Young

    Mumbai: International travel and lifestyle brand TUMI has introduced Asra, the latest collection of women’s handbags designed for the effortlessly stylish and on-the-go modern woman. To celebrate the all-new collection and the brand’s evolving women’s category, TUMI tapped esteemed South Korean actress Mun Ka Young as the face of the new collection, starring in her first-ever campaign for the brand.

    South Korean actress Mun Ka Young, the face of the new TUMI Asra collection, presenting the Asra Small Crossbody in Cameo Rose

    The Asra collection will seamlessly transition from day to night, with feminine designs and elevated accents that merge functionality with style. The collection includes three different sizes and four compelling colors – TUMI’s core Black and three seasonal colors Moonlight, Cameo Rose, and Purple Sunset, the latter a vibrant colorway inspired by the beautiful landscapes of Sentosa island in Singapore.

    “TUMI is thrilled to expand our women’s offerings with the launch of Asra, demonstrating how we offer more than just state-of-the-art luggage. We have accessories and beautiful products that serve as the perfect complement to a busy lifestyle,” said TUMI’s Sr VP of marketing and ecommerce Jill Krizelman. “We’re excited to welcome Mun Ka Young as our newest global TUMI Ambassador. She embodies everything we want the TUMI woman to feel; confident, successful and empowered.”

    Each Asra bag features pleating with a soft structure, coordinating hardware, and a knotted shoulder strap for added visual and textural interest. Additional touches include an exterior microfiber-lined pocket, perfect for a phone or pair of sunglasses, and a leather monogram charm (sold separately) to add TUMI’s signature touch of personalization to any Asra bag.

    To introduce the collection, TUMI partnered with Mun Ka Young for a stunning campaign that channels the elegance and modern allure of the Asra collection. Directed by C Prinz and photographed by Bibi Cornejo Borthwick, the campaign features Mun with her Asra bag as she explores a classic, museum-like architectural space. Her bag effortlessly guides her throughout the room as she merges between duplicates of herself, capturing the essence of the collection’s fluidity and grace.

    “I’m honored to be the face of TUMI’s new Asra handbag collection,” said Mun. “I’ve long been a fan of TUMI, and I’m thrilled that they’re exploring fresh silhouettes. Beauty and versatility are a big part of my life, and with TUMI these bags are a perfect fit for every journey.”

    To celebrate the global campaign launch, TUMI and Mun Ka Young brought the Asra collection to life with a stunning, global event in Singapore. The Asra collection ranges in price from $350-$495. Shop the Asra collection available at TUMI.in and TUMI stores worldwide, and keep up with TUMI on Instagram and Facebook.

  • Farmley’s hilarious April Fools prank leaves netizens in splits

    Farmley’s hilarious April Fools prank leaves netizens in splits

    Mumbai: In an endeavour that spread much cheer and laughter across the nation, Farmley, the wholesome snacking brand, recently undertook an April Fool’s Day prank by launching Brain Balm – a “memory boosting” roll-on balm made with almonds. The announcement had netizens cracking up over the product which promised to address slice-of-life instances like forgetting passwords, anniversaries, and even where one parked their car in a maze-like mall basement.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Farmley (@farmleyin)

     

    The concept behind the prank was to playfully remind people of the often-overlooked health benefits of almonds for memory enhancement. The campaign’s humorous approach, with taglines like “No More Forgetting Thousand Passwords Again” and “No More Forgetting to Soak Almonds in the Night,” struck a chord with the audience and had them in stitches.

    Farmley senior manager – social media & content Simran expressed delight at the campaign’s reception, stating, “April Fool’s Day allows us to connect with our audience in a fun and engaging way. We wanted to use this opportunity to highlight the goodness of almonds in a light-hearted manner, and the response has been fantastic.”

    Farmley’s diverse range of wholesome snacking options and authentic dry fruits and nuts are available on popular online commerce platforms such as Amazon, Flipkart, Blinkit, Zepto, and Instamart, as well as in retail stores nationwide. The Brain Balm launch may have been a prank, but Farmley’s unbending belief to keep innovating makes one just want to believe that they can make this happen too. Farmley is a wholesome snacking brand offering a wide range of products that integrate into different eating occasions as nutritious and delightfully tasty options.

  • BOBCARD Ltd unveils #AurKyaChahiye campaign

    BOBCARD Ltd unveils #AurKyaChahiye campaign

    Mumbai: BOBCARD Ltd (formerly known as BOB Financial Solutions Limited), a leading subsidiary of Bank of Baroda, unveils #AurKyaChahiye campaign, showcasing the smooth integration of RuPay BOBCARD with UPI, enhancing customer experience and providing unparalleled convenience for everyday digital transactions and instant access to credit.

    The campaign aims to raise awareness among consumers about the game-changing capabilities of RuPay BOBCARD on the UPI platform, enabling users to access their credit cards with unprecedented ease. Through a humorous yet relatable narrative featuring an auto-rickshaw driver and a passenger, the campaign illustrates the benefits of linking credit cards to UPI, emphasizing convenience and innovation in digital payments.

    In a bustling railway station setting, the campaign’s protagonist, an auto-rickshaw driver, witnesses the frustration caused by traditional payment methods. However, the mood shifts when he introduces the simplicity of UPI-linked credit cards to the passenger. The subsequent scenes showcase the passenger seamlessly using the service with a tagline “Galat time mein out of balance mat ho jaye, Aaj hi UPI pe RuPay BOBCARD apnaye #AurKyaChahiye”, ultimately empowering her with the ability to transact without worrying about running out of cash or balance even for small ticket size payments.

    BOBCARD Ltd deputy managing director Ravindra Rai M, commented on the launch, stating, “In recent years, UPI payments have experienced significant growth, yet credit card users have been deprived of the advantages of UPI transactions. The recent integration of RuPay credit cards onto the UPI platform by RBI and NPCI has effectively filled this void. BOBCARD stands out as an early adopter of this regulatory initiative, ensuring our customers never worry about running out of funds, even for small day-to-day transactions, with unparalleled ease and speed.”

    He continued, “From corner Kirana shops to large supermarkets, UPI payments have become a favorite among all. They’re fast, effortless, and eliminate the need for cash – making them the ideal choice for your busy lifestyle. With the introduction of RuPay Credit Cards on the UPI platform, consumers now enjoy enhanced convenience and instant credit availability that led to greater customer satisfaction. Our #AurKyaChahiye campaign strives to educate users about the perks of UPI-linked credit cards through real-life scenarios portrayed in a series of digital films. This initiative seeks to accelerate the adoption of digital payments, supporting our vision of a cashless economy.”

    The campaign targets the Indian smartphone users to guide them on the ease of using credit card on UPI through various use cases where credit card can be used instead of cash or any other payment mode for quick and hassle-free transactions.

    “In our journey of transformation, we wanted every experience with BOBCARD to be reimagined like never before. The ability to scan and pay through UPI with your RuPay BOBCARD is one such step to forge meaningful connections with our audience and stay ahead of the curve. So, it was a strategic move to communicate about this revolutionary feature in the modern Indian banking system, in the language that most Indians emotionally associate with – Bollywood. We reimagined and recreated some iconic scenes from the B-Town to drive ‘Top of the mind’ recall and reaffirm our commitment to stay relevant”, said Liqvd Asia creative services head Sunil Gangras.

  • Wahter launches Beer flavored Wahter

    Wahter launches Beer flavored Wahter

    Mumbai: Wahter, a water bottle brand, has launched a sidesplitting campaign for April Fools’ Day, introducing the whimsical concept of “Beer Flavored Wahter.”

    In a humorous twist, Wahter has announced the launch of “Beer Flavored Wahter,” aiming to blend the love for beer with the necessity of hydration. With this quirky initiative, Wahter taps into the Indian sentiment for beer while emphasising the importance of staying hydrated, especially in warm weather conditions.

    In their recent LinkedIn post, Wahter has asked its customers to pre-book their bottles of Beer Flavored Water. However, there’s a surprise in store! When individuals click on the pre-booking link, they’re redirected to a hilarious meme that reads, “Jal Lijiye, Thak gaye honge beer dhoondte dhoondte,” offering a light-hearted take on the quest for beer.

    While the announcement may sound too good to be true, Wahter ensures that it’s all in good humor. Although Beer Flavored Wahter won’t hit the shelves, Wahter invites everyone to join the April Fools’ Day festivities by sharing a laugh.

  • Equinox Films unveils dynamic advertisement for Airtel’s ‘Xstream Fiber’

    Equinox Films unveils dynamic advertisement for Airtel’s ‘Xstream Fiber’

    Mumbai: Equinox Films, the renowned production house, has announced the launch of an innovative advertisement campaign for Bharti Airtel’s ‘Xstream Fiber’ in collaboration with ad agency Fundamental, the fiber optic internet connection offering superfast speed and unlimited entertainment.

    Directed by acclaimed filmmaker Ram Madhvani and Equinox Films, the campaign brings to life the abundance of entertainment choices available through Airtel Xstream Fiber.

    Characters from beloved shows across various OTT platforms, including Netflix, Prime Video, and more, burst onto the scene, symbolizing the diverse array of content accessible to users. This innovative approach brings a sense of relatability and excitement to viewers, highlighting the endless entertainment possibilities available at the touch of a button.

    Accompanied by a captivating soundtrack celebrating various genres, the campaign showcases the seamless integration of OTT platforms and TV channels, tailored to meet the diverse preferences of consumers. The tagline for this campaign, ‘Entertainment Jordar – are you Tayyar?’, encapsulates the essence of the Airtel Xstream Fiber experience, emphasizing the boundless entertainment options available to users.

    Ram Madhvani and Equinox Films have a long-standing history of creating iconic ad campaigns for Airtel, including the memorable ‘Har Ek Friend’ and ‘Jo Tera Hai Woh Mera Hai’. With this latest campaign, they continue to push boundaries and captivate audiences with their unique storytelling and creative vision.

    Critically acclaimed director, visionary producer, and Equinox Films founder Ram Madhvani commented, “With this campaign, we aimed to redefine engagement by placing content at the forefront and capturing audience attention in a meaningful way. By highlighting the extensive entertainment options offered by Airtel Xstream Fiber, we sought to create a connection with viewers that goes beyond traditional advertising.”

    The campaign launch signifies a significant milestone for Airtel as it continues to lead the way in innovation within the digital entertainment space, enriching the lives of consumers across India.

  • playR continues to be the official merchandising partner of Rajasthan Royals

    playR continues to be the official merchandising partner of Rajasthan Royals

    Mumbai: playR, one of the leading sports and lifestyle brands, announced that they have associated with Rajasthan Royals, the inaugural champions of the T20 Tournament, as the team’s official merchandising partner, the journey that started in 2023 continues for 2024 season.

    This partnership will enable Rajasthan Royals to create a vast range of fan merchandise for their fans worldwide. The merchandise range will include apparel, accessories and lifestyle products for fans to show their loyalty to the team.

    The objective of this partnership is to provide the Royals’ fans across the globe the opportunity to proudly don their team’s threads and sport various exclusive merchandise.    

    Rajasthan Royals chief business officer Alok Chitre said, “As a franchise which is fan-focused, we are always looking to provide our fans with the best quality merchandise so they can showcase their support for the teams. Through our extension of the association with PlayR, we are looking forward to the fans sporting the specially curated range of merchandise that captures the essence of the team.”

    playR co-founder and director Ravi Kukreja expressed his enthusiasm for the partnership, saying, “We are thrilled to be continuing our partnership with Rajasthan Royals for the 2024 season. This partnership will allow us to create a unique range of merchandise for Rajasthan Royals fans around the world. We look forward to working with the team and helping them to create a strong fan base.”

    playR is a sport and lifestyle brand founded in 2021 and strives to provide customers with unique and edgy apparel, sports equipment, bicycles and accessories that celebrate their style and encourage them to express themselves. Currently present in over 100 retail stores in India and International and e-commerce, playR strives to cross 800 plus stores over a period of two years. playR provides a wide range of products that includes t-shirts, jackets, shorts, tracksuits, bats, balls, leg-guard, gloves, bicycles, bags, yoga mats, bottles, etc, as well as limited-edition items. playR’s mission is to inspire customers to be creative, confident, and fearless by providing them with a unique and fashionable style.

  • Infectious Advertising’s Ramanuj Shastry joins NY Festivals Grand Jury 2024

    Infectious Advertising’s Ramanuj Shastry joins NY Festivals Grand Jury 2024

    Mumbai: Globally celebrated international advertising competition New York Festivals announced the appointment of Infectious Advertising’s Ramanuj Shastry as one of the Grand Jury members for its 2024 Advertising Awards. The NYF awards are held across regional, national and continental boundaries and provide a complete representation of the best in communications.

    “Ramanuj Shastry brings over 25 years of creative leadership and industry expertise to the 2024 NYF Advertising Awards Grand Jury panel,” said Scott Rose, executive director of the NYF Advertising Awards. “His award-winning work has earned him a trophy shelf of accolades, and his experience crafting campaigns for prestigious global brands truly makes him an asset in honouring trophy-worthy work.”

    Infectious Advertising creative chairman Ramanuj Shastry added, “Chuffed to be picked as a juror for the 2024 edition of the prestigious New York Festivals of Advertising. I am excited to see tremendous ideas from around the world and discuss them with some of the finest minds in the business. Eagerly looking forward to this!”

    An alumnus (PRM-90-92) of IRMA (Institute of Rural Management, Anand), Ramanuj has more than 25 years of experience in advertising. He learnt his craft at Ogilvy and McCann and served as CCO at Publicis Ambience, Rediffusion Y&R and Saatchi & Saatchi (in that order) before launching his agency, Infectious Advertising with Nisha Singhania in 2013.

    He has won several Indian and international awards and served on the film jury at Cannes Lions 2010. Ramanuj has more than 200 ad films to his name and some of the landmark campaigns he has worked on are ‘Thanda Matlab Coca-Cola’, Saffola – ‘Kal Se’ and OLX – ‘Bech De’.  He was one of the Jury Members for New York Festivals 2021 as well!

    The official deadline to enter the 2024 New York Festivals Advertising Awards is April 5 with a final closing deadline of April 26, 2024.

    All entries into the 2024 NYF Advertising Awards competition will be judged by 400+
    members of NYF’s Executive Jury and Grand Jury, a panel of prominent global creative minds, who collectively cast over 400,000+ votes to select the World’s Best Advertising.

    The New York Festivals Advertising Awards competition receives entries from more than 60 countries. It is judged by more than 400 NYF’s Executive and Grand Jury members, who collectively cast their votes to select the year’s trophy-winning work.

  • Moneycontrol announces its lead over major competitor in a print campaign

    Moneycontrol announces its lead over major competitor in a print campaign

    Mumbai: Moneycontrol has launched an advertising blitzkrieg taking on its nearest competitor.

    In full-page jacket ads in the financial platform, it announced that it maintains a big lead across metrics, as compared to its key competitor.  

    As per the Comscore data, the user time spent on Moneycontrol and the number of page views is three times more than that of its competitor.

    Moneycontrol’s unique views are also substantially higher than that of its competitor.

    According to Comscore data for February 2024 (India ComScore MMX), Moneycontrol has the largest number of Unique Visitors (UVs), 28.46 million, beating its major competitor, which had 27.1 million UVs. Moneycontrol also maintained its massive lead in page views (512 million) and time spent (667 million minutes).

    In comparison, the key competitor managed to capture only 179 million page views in February. Its time spent also significantly lagged behind at just 189 million minutes.

    Both PVs and time spent are crucial parameters for media planners and advertisers who always choose platforms with better stickiness. It also showcases the reader’s trust, who’s consuming a lot more content of Moneycontrol as compared to its competitors.

    In terms of breaking important business stories too, Moneycontrol has been leading the race.  The business news platform has been the preferred choice of industry leaders from corporate India, the startup world and stock markets.

    MC Pro, the paid subscription-based service of Moneycontrol, has also exceeded 7.5 lakh paying subscribers.

  • Tata International Ltd appoints Rajeev Singhal as MD

    Tata International Ltd appoints Rajeev Singhal as MD

    Mumbai: Tata International Ltd, the global trading and distribution arm of the Tata Group has appointed Rajeev Singhal as its managing director. He will take over the new role on 1 April 2024, from Anand Sen, who superannuated on 31 March 2024. Prior to this, Singhal was executive director & chief operating officer (COO) at Tata International.

    Tata International chairman Noel N Tata said, “I am pleased to welcome Mr Rajeev Singhal as the Managing Director. We are confident that under his leadership, Tata International will scale to greater heights into its next phase of growth.”

    Tata International Ltd MD Rajeev Singhal said, “I am honoured to take on the role of Managing Director at Tata International Limited. With the support of the dedicated Tata International team, I am confident that we will continue to drive value for our stakeholders.”

    Singhal brings over 36 years of experience to his new position, having transitioned from Tata Steel. At Tata Steel he held various positions of increasing responsibility, culminating in his most recent role as vice president of marketing and sales for flat products.

  • Parle Agro Unveils SMOODH’s fun and wholesome new summer Ad campaign

    Parle Agro Unveils SMOODH’s fun and wholesome new summer Ad campaign

    Mumbai: India’s beverage giant, Parle Agro has launched its latest summer campaign for its disruptive dairy brand, Smoodh. Featuring, Varun Dhawan, the brand brings a wave of new offerings to the summer season. The new TVC, strongly encapsules the rich smoothness and sensory appeal of this delicious, flavourful beverage.

    Conceptualized by &Walsh, the brand film reaffirms Smoodh’s status as the smoothest flavoured milk brand on the market. Its creamy and delicious taste sets it apart as truly ‘dairy extraordinary’. The film uses a strong creative hook and a distinct visual look that will appeal to the younger audience. The unique and unforgettable tag line of “Oh so SMOODH” is bound to get registered in the minds of the audience with the quirky usage of the tag line by Varun Dhawan. The campaign also introduces a new fun character of a cow to the SMOODH world, to a serve as a spirited advocate for its nutritional benefits and delicious taste. She playfully emphasizes the brand’s tag line ‘Oh so SMOODH’ capturing the beverage’s texture and richness.

    The ad film aims to resonate with younger consumers in particular through vibrant visuals and engaging storytelling. The campaign emphasizes Smoodh’s unique proposition as a drink that combines indulgence with goodness, making it an ideal choice for families and individuals alike. This season, the brand has also introduced more options of two of its popular flavours – Chocolate Hazelnut and Toffee Caramel – in PET bottles priced at Rs. 20.

    Speaking on the new campaign, Ankit Kapoor, Head of Marketing & International Business at Parle Agro said. “Smoodh is a revolutionary product that has disrupted the dairy-based beverage industry with its distinctive visual identity, a price point that is hard to match and the goodness clubbed with delicious taste. With Varun Dhawan’s energetic and playful charm and the light-hearted authority of our new character, the Cow, the campaign is bound to accelerate the brand and firmly establish Parle Agro as serious Dairy player.”

    “In our journey of transformation and growth, we’ve embraced risks and driven innovation. The evolution of Smoodh into a prominent player within the dairy-based beverage industry has been exhilarating. With this campaign, we not only reaffirm our commitment to delivering quality products but also position ourselves for greater success in the dairy segment. It underscores our big strategy for the organization – to continuously innovate, diversify our product offerings, and stay ahead of the curve. We continue to forge meaningful connections with our audience and aspire to drive penetration of this category even further” said Parle Agro managing director Nadia Chauhan.

    The TVC went on air at the start of the IPL season and has been rolled out on national TV channels, OTT and digital platforms. The brand will also launch an aggressive outdoor strategy featuring large-format ads strategically placed in high traffic areas nationwide. The brand’s presence will also be amplified through prominent displays in leading modern trade and retail stores across key markets.