ITV

Category: Media and Advertising

  • Dentsu: Be ‘Swift’, #PushYourLimits

    Dentsu: Be ‘Swift’, #PushYourLimits

    MUMBAI: From the day of its launch, Maruti Suzuki Swift has redefined performance across the automotive industry. This desire to face any challenge thrown at it has strengthened the brand’s image as a leader in the last 10 years.

    Having been there and done that, the brand now has plans to go the next level by challenging its own limits. It aims to shift from the performance of the car to the performance of an individual who is behind the wheels. Thus, the new brand campaign celebrates the idea ‘Push Your Limits.’

    However, this strategic shift from an aspirational brand to an inspirational one could not be complete without one critical element – personalities who are admired as symbols of unconventional achievement. Personalities like Vijender Singh, AB de Villiers, and the man who jumped out of a plane without a parachute, Luke Aikins. Using these unique ambassadors, brand Swift wants to tell the world that only those who go the extra mile inspire people, not the ordinary.

    The brand plans to launch and embed this philosophy with an action packed TVC. Filled with quotes, match-cuts, high-octane shots and electric music, the commercial is all set to get the pulse racing.

    After, giving its consumer the much-needed adrenaline rush, Maruti Suzuki Swift will further compliment and spread its philosophy through a 360-degree surround. The campaign is all set to launch by the end of this month and is expected to push its past limits.

    Maruti Suzuki marketing & sales executive director R S Kalsi, “Since the last two years Maruti Suzuki has made a definitive shift in its offerings and positioning in India. Today we have a host of new offering which are at par with international products all the while making them more relevant for the Indian consumer today. With products like CIAZ and Brezza becoming one the highest selling models, its proof to the fact the consumer today has appreciated the new product offerings. This excitement and effort has to be taken to the existing portfolio of brands also. With Swift being one of our star brands, it was important we bring in the sheen and attention back on the brand. The new commercial is just the right step on that route, where we bring in the dynamism on to Swift in a way like never done before.

    Maruti Suzuki marketing associate vice-president Vinay Pant said, “The new Maruti Suzuki Swift campaign is here further our mission of being seen as new and more dynamic Maruti Suzuki. With a strong message like ‘Push your limits’, the brand aims to shift from the performance of the car to the performance of an individual who is behind the wheels. This strategic shift from an aspirational brand to an inspirational one will surely connect with our target audience.”

    Dentsu Impact executive creative director Anupama Ramaswamy said, “With the new campaign of ‘Push Your Limits’, we aim to go beyond the mundane ‘product-talk’. It’s an attitude that symbolises the people who drive the car, those who challenge and push themselves. And that’s why the personalities shown in the commercial are not your regular models, but heroes who inspire. The car moves exactly like them in the commercial while the match-cut editing maintains the tempo and adrenaline rush from the word ‘go’.”

  • A combination of cute & hot, guess what?

    A combination of cute & hot, guess what?

    MUMBAI: Foodpanda has announced that Sunny Leone will be a part of their new digital marketing campaign.

    The campaign showcases how Foodpanda comes to the rescue of people in the liquidity crunch situation that has cropped up post demonetization. The campaign would target the consumers through various social platforms such as Snapchat, Facebook, Twitter, Instagram, etc.

    The campaign videos can be viewed on Foodpanda’s social properties. In the videos, Sunny would be seen along with her husband; in an informal relaxed disposition at her home yearning for some great food and Foodpanda does the trick for her. The short digital campaign would majorly play on Snapchat which is in sync with the content consumption by the users of today. The sentiment of the campaign talks of what Foodpanda stands for- convenience, making users feel special and express delivery.

    Foodpanda India CMO Gagan Arora says, “Post demonetisation, if you are low on cash and want to have your favourite dish, Foodpanda is exactly what you need.”

  • A combination of cute & hot, guess what?

    A combination of cute & hot, guess what?

    MUMBAI: Foodpanda has announced that Sunny Leone will be a part of their new digital marketing campaign.

    The campaign showcases how Foodpanda comes to the rescue of people in the liquidity crunch situation that has cropped up post demonetization. The campaign would target the consumers through various social platforms such as Snapchat, Facebook, Twitter, Instagram, etc.

    The campaign videos can be viewed on Foodpanda’s social properties. In the videos, Sunny would be seen along with her husband; in an informal relaxed disposition at her home yearning for some great food and Foodpanda does the trick for her. The short digital campaign would majorly play on Snapchat which is in sync with the content consumption by the users of today. The sentiment of the campaign talks of what Foodpanda stands for- convenience, making users feel special and express delivery.

    Foodpanda India CMO Gagan Arora says, “Post demonetisation, if you are low on cash and want to have your favourite dish, Foodpanda is exactly what you need.”

  • Use ‘Umbrella with Raindrops’ for sex risk awareness

    Use ‘Umbrella with Raindrops’ for sex risk awareness

    MUMBAI: The World’s leading sexual wellbeing brand, Durex, today announced “Umbrella with Raindrops” as the overwhelming choice (23.3%) in a global poll1 to find the unofficial safe sex emoji.

    Shockingly, almost half of 16-35 year olds think that HIV is not something that could ever affect them2 despite the fact that every 30 seconds a young person is infected with HIV3.

    Whilst more than 60% of young people surveyed1 admitted to being uncomfortable discussing safe sex, 72% of respondants surveyed admitted they found it easier to express emotions using emojis and more than three quarters admitted that they use emojis to discuss sex and relationships. 

    The unveiling of an unofficial safe sex emoji is the latest move in Durex’s ongoing #CondomEmoji campaign which calls for Unicode to put a safe sex emoji on every smartphone in the world in order to help young people communicate about safe sex more easily.  

    To date, the #CondomEmoji campaign has trended on both Twitter and Facebook with supporters from over 160 countries backing the movement, and has seen high profile support on social media from global organisations including the International Planned Parenthood Association, Terrence Higgins Trust and New Zealand AIDS Foundation. Durex hopes that the popularity of the unofficial safe sex emoji will demonstrate what the 9 out of 10 surveyed confirmed; that a safe sex emoji would be a step towards empowering young people to talk about safe sex – and encourage Unicode to reconsider their decision to reject the original application.

    Durex Global Category Director, Volker Sydow, said: “Until Unicode recognise the need for a Condom Emoji and reverse their decision to put a safe sex emoji on every smartphone across the globe, we must continue to  demonstrate that there is the desire for such a thing.  We believe the naming of “Umbrella with Raindrops” as the unofficial safe sex emoji will be a significant step towards helping young people put safe sex back on the agenda. We are asking people to show their support for the cause on World AIDS Day 2016 by using this unofficial safe sex emoji and the hashtag #CondomEmoji.”

    The campaign has also received the support of the International Planned Parenthood Association (IPPF), with Director General Tewodros Melesse adding: “Safe sex awareness continues to be an important global challenge. We support Durex’s campaign in helping make young people think about protection. On World AIDS Day we will be backing this effort to help raise awarness of the risks associated with unprotected sex.” 

    Sources:

    1. 3GEM research questioning 3500 people from UK, USA, Brazil, China, India and South Africa commissioned by Durex – UK, October 2016

    2. Someone Like Me, VIMN & Brand Solutions Insight with Tapestry Research, 2014

    3. UNAIDS. Global Report 2010, Core Slides, Slide 11

  • Use ‘Umbrella with Raindrops’ for sex risk awareness

    Use ‘Umbrella with Raindrops’ for sex risk awareness

    MUMBAI: The World’s leading sexual wellbeing brand, Durex, today announced “Umbrella with Raindrops” as the overwhelming choice (23.3%) in a global poll1 to find the unofficial safe sex emoji.

    Shockingly, almost half of 16-35 year olds think that HIV is not something that could ever affect them2 despite the fact that every 30 seconds a young person is infected with HIV3.

    Whilst more than 60% of young people surveyed1 admitted to being uncomfortable discussing safe sex, 72% of respondants surveyed admitted they found it easier to express emotions using emojis and more than three quarters admitted that they use emojis to discuss sex and relationships. 

    The unveiling of an unofficial safe sex emoji is the latest move in Durex’s ongoing #CondomEmoji campaign which calls for Unicode to put a safe sex emoji on every smartphone in the world in order to help young people communicate about safe sex more easily.  

    To date, the #CondomEmoji campaign has trended on both Twitter and Facebook with supporters from over 160 countries backing the movement, and has seen high profile support on social media from global organisations including the International Planned Parenthood Association, Terrence Higgins Trust and New Zealand AIDS Foundation. Durex hopes that the popularity of the unofficial safe sex emoji will demonstrate what the 9 out of 10 surveyed confirmed; that a safe sex emoji would be a step towards empowering young people to talk about safe sex – and encourage Unicode to reconsider their decision to reject the original application.

    Durex Global Category Director, Volker Sydow, said: “Until Unicode recognise the need for a Condom Emoji and reverse their decision to put a safe sex emoji on every smartphone across the globe, we must continue to  demonstrate that there is the desire for such a thing.  We believe the naming of “Umbrella with Raindrops” as the unofficial safe sex emoji will be a significant step towards helping young people put safe sex back on the agenda. We are asking people to show their support for the cause on World AIDS Day 2016 by using this unofficial safe sex emoji and the hashtag #CondomEmoji.”

    The campaign has also received the support of the International Planned Parenthood Association (IPPF), with Director General Tewodros Melesse adding: “Safe sex awareness continues to be an important global challenge. We support Durex’s campaign in helping make young people think about protection. On World AIDS Day we will be backing this effort to help raise awarness of the risks associated with unprotected sex.” 

    Sources:

    1. 3GEM research questioning 3500 people from UK, USA, Brazil, China, India and South Africa commissioned by Durex – UK, October 2016

    2. Someone Like Me, VIMN & Brand Solutions Insight with Tapestry Research, 2014

    3. UNAIDS. Global Report 2010, Core Slides, Slide 11

  • Lowe Lintas bolsters Veedol’s ‘Modern rehne ki ek Parampara’

    Lowe Lintas bolsters Veedol’s ‘Modern rehne ki ek Parampara’

    MUMBAI: Veedol tractor oils has unveiled its latest campaign that celebrates this evolution through a powerful thought – the tradition of staying modern. The objective is to reinforce Veedol’s unique position in the tractor lube market – a heritage brand that has continually kept in step with changing technologies.

    The campaign that has been conceptualized by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print. It has been launched in the Southern markets of India initially and will be rolled out across other states soon.

    Tide Water Oil Co (India) executive director J Ramesh said, “This campaign leverages Veedol’s heritage while reinforcing its core value of continual reinvention to keep in step with changing technologies. ‘Modern rehne ki ek Parampara’ – the campaign tagline captures this essence though endearing slices of life from the Indian heartland.”

    Lowe Lintas Kolkata executive director DK Guha said, “The challenge for the agency was to leverage Veedol’s heritage in the tractor oil segment on the one hand while highlighting its modernity on the other. This evolved into an interesting idea that finally became the core of the campaign.”

    In the video film, the slice of life frames capture a little boy, in idyllic rural surroundings, enjoying those simple pleasures of childhood that haven’t changed over time. From the joy of swinging on a tree on the way back from school to clever ways of prying open a walnut. Sequences that on the one hand evoke strong memories and on the other are equally endearing because they have remained unchanged till this day. Almost ritualistic. Just like the ritual of helping Dadaji pour Veedol engine oil in a tractor.

    Explaining the creative thought process behind the campaign, Lowe Lintas executive director Vasudha Narayanan said, “Firstly, to work on Veedol tractor engine oil – a hardcore rural brand was what excited us the most. A look at the Indian agricultural landscape and the lifestyle of the people who live there revealed that advances in technology hadn’t diluted their values and traditions one bit. The people who ploughed their fields with the latest, most advanced tractors still live the same simple lives that the generations before them did. Especially the kids. From this very dichotomy was born the idea. Veedol, over the decades, have been so consistently improving their products in stride with the development of modern-day tractors – it’s almost become a ‘tradition’. And hence ‘Modern rehne ki ek Parampara’.”

    The film has been launched across popular channels in the Southern markets and will be rolled out across other states soon.

  • Lowe Lintas bolsters Veedol’s ‘Modern rehne ki ek Parampara’

    Lowe Lintas bolsters Veedol’s ‘Modern rehne ki ek Parampara’

    MUMBAI: Veedol tractor oils has unveiled its latest campaign that celebrates this evolution through a powerful thought – the tradition of staying modern. The objective is to reinforce Veedol’s unique position in the tractor lube market – a heritage brand that has continually kept in step with changing technologies.

    The campaign that has been conceptualized by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print. It has been launched in the Southern markets of India initially and will be rolled out across other states soon.

    Tide Water Oil Co (India) executive director J Ramesh said, “This campaign leverages Veedol’s heritage while reinforcing its core value of continual reinvention to keep in step with changing technologies. ‘Modern rehne ki ek Parampara’ – the campaign tagline captures this essence though endearing slices of life from the Indian heartland.”

    Lowe Lintas Kolkata executive director DK Guha said, “The challenge for the agency was to leverage Veedol’s heritage in the tractor oil segment on the one hand while highlighting its modernity on the other. This evolved into an interesting idea that finally became the core of the campaign.”

    In the video film, the slice of life frames capture a little boy, in idyllic rural surroundings, enjoying those simple pleasures of childhood that haven’t changed over time. From the joy of swinging on a tree on the way back from school to clever ways of prying open a walnut. Sequences that on the one hand evoke strong memories and on the other are equally endearing because they have remained unchanged till this day. Almost ritualistic. Just like the ritual of helping Dadaji pour Veedol engine oil in a tractor.

    Explaining the creative thought process behind the campaign, Lowe Lintas executive director Vasudha Narayanan said, “Firstly, to work on Veedol tractor engine oil – a hardcore rural brand was what excited us the most. A look at the Indian agricultural landscape and the lifestyle of the people who live there revealed that advances in technology hadn’t diluted their values and traditions one bit. The people who ploughed their fields with the latest, most advanced tractors still live the same simple lives that the generations before them did. Especially the kids. From this very dichotomy was born the idea. Veedol, over the decades, have been so consistently improving their products in stride with the development of modern-day tractors – it’s almost become a ‘tradition’. And hence ‘Modern rehne ki ek Parampara’.”

    The film has been launched across popular channels in the Southern markets and will be rolled out across other states soon.

  • #CoveringUpFails, Nivea Men confident

    #CoveringUpFails, Nivea Men confident

    MUMBAI: Nivea Men started its new campaign #CoveringUpFails with a humorous take on a spy’s undercover mission, to highlight the importance of solving the problem of body odour instead of just covering it up.

    In a category that’s cluttered with tales of the superficial strength of fragrances, Nivea Men continues to challenge norms and differentiate itself as an actual solution provider. The campaign hits on the problem of failing deodorants and the resulting emergence of body odour during the day. And in turn, establishes the product – Nivea Men body deodorizer as the real solution to the problem.

    Targeting men’s habit of relying on quick fixes and shortcuts to take care of all of their problems, including that of body odour, the campaign brings alive the reality of these ‘failing cover ups’. It also aims to educate men on the importance of solving issues at the root by not depending on deodorants, as they only cover up body odour.

    Nivea India marketing director Sunil Gadgil said, “The Indian consumers’ attitude towards body odour is ‘Not my problem’. The aim of this campaign is to create relevance of body odour for consumers without triggering their defence mechanism of ‘Not for me’. This film is part of a series of films created by Nivea India to seed the practice of ‘Odour control at the source’ aimed at consumers with the habit of spraying a fragrance on their shirt for masking the odour.”

    The objective has been approached by looking through Nivea’s lens of care and asking– Who would require a fail-proof cover the most? The answer – An undercover spy. A man on an extremely important mission, where his identity is of the utmost importance to his success. The culmination of these thoughts, the digital film by DigitasLBi – ‘An Epic Undercover Fail’ urges men to prepare better for every one of life’s important missions – at work, with family, in public, or when with a loved one, as covering up always fails.

    DigitasLBi, India creative director Akshat Bhardwaj said, “We had a powerful proposition in place –ordinary deodorants just cover up body odour and don’t get rid of it. So, we thought that it would be great fun to bring this out by riding on the image of a popular culture icon (Agent Double O Seven), and inserting a body odour situation into one of his undercover missions.”

    With over three million views in just a week, the film continues to gain popularity among the digital audience and drive conversations around the campaign #CoveringUpFails. The three-week long campaign engages consumers around topics of body odour, deodorants, and the epic fail of Agent Double O Seven. Moreover, the story of the Agent is being promoted with quirky posters across social media as the spy’s latest film release. It’s a campaign for men who look for solutions, for men who like to be in control, and for men who don’t take shortcuts, especially when it comes to body odour.

  • #CoveringUpFails, Nivea Men confident

    #CoveringUpFails, Nivea Men confident

    MUMBAI: Nivea Men started its new campaign #CoveringUpFails with a humorous take on a spy’s undercover mission, to highlight the importance of solving the problem of body odour instead of just covering it up.

    In a category that’s cluttered with tales of the superficial strength of fragrances, Nivea Men continues to challenge norms and differentiate itself as an actual solution provider. The campaign hits on the problem of failing deodorants and the resulting emergence of body odour during the day. And in turn, establishes the product – Nivea Men body deodorizer as the real solution to the problem.

    Targeting men’s habit of relying on quick fixes and shortcuts to take care of all of their problems, including that of body odour, the campaign brings alive the reality of these ‘failing cover ups’. It also aims to educate men on the importance of solving issues at the root by not depending on deodorants, as they only cover up body odour.

    Nivea India marketing director Sunil Gadgil said, “The Indian consumers’ attitude towards body odour is ‘Not my problem’. The aim of this campaign is to create relevance of body odour for consumers without triggering their defence mechanism of ‘Not for me’. This film is part of a series of films created by Nivea India to seed the practice of ‘Odour control at the source’ aimed at consumers with the habit of spraying a fragrance on their shirt for masking the odour.”

    The objective has been approached by looking through Nivea’s lens of care and asking– Who would require a fail-proof cover the most? The answer – An undercover spy. A man on an extremely important mission, where his identity is of the utmost importance to his success. The culmination of these thoughts, the digital film by DigitasLBi – ‘An Epic Undercover Fail’ urges men to prepare better for every one of life’s important missions – at work, with family, in public, or when with a loved one, as covering up always fails.

    DigitasLBi, India creative director Akshat Bhardwaj said, “We had a powerful proposition in place –ordinary deodorants just cover up body odour and don’t get rid of it. So, we thought that it would be great fun to bring this out by riding on the image of a popular culture icon (Agent Double O Seven), and inserting a body odour situation into one of his undercover missions.”

    With over three million views in just a week, the film continues to gain popularity among the digital audience and drive conversations around the campaign #CoveringUpFails. The three-week long campaign engages consumers around topics of body odour, deodorants, and the epic fail of Agent Double O Seven. Moreover, the story of the Agent is being promoted with quirky posters across social media as the spy’s latest film release. It’s a campaign for men who look for solutions, for men who like to be in control, and for men who don’t take shortcuts, especially when it comes to body odour.

  • OgilvyOne hires Shukla who feels like a kid on his first date!

    OgilvyOne hires Shukla who feels like a kid on his first date!

    MUMBAI: OgilvyOne Worldwide India has appointed Sidharth Shukla as its new vice president and head of office for OgilvyOne Worldwide Delhi.

    OgilvyOne Worldwide India president Vikram Menon said, “Sidharth with his many years of experience across digital, strategy, analytics, CRM and Direct Marketing has exactly what we’re looking for in someone to lead OgilvyOne Delhi forward.”

    Shukla excels in digital and social planning and led a large team of digital planners and social media professionals leading projects for high volume prestigious brands, responsible for developing the vision, strategy and execution of their campaigns. He was also responsible for the development and execution and of the overall digital and social strategy for Samsung’s Note 5 and S7.

    As the national head for digital and digital strategy at MRM / McCann for close to four years, he was additionally responsible for leading and driving P&L across a portfolio of priority accounts and spearheading projects in the space of CRM, Direct Marketing and B2B marketing. More recently he has spent the past few years driving larger organization agendas such as digital expertise, thought leadership, integration, new business acquisitions winning accounts such as Bata, Adidas, HCL Healthcare, Logitech, UC Browser.

    Ogilvy Group North president and branch head Kapil Arora, “OgilvyOne Delhi is a young, spunky and inspiring place to be at. And I’m glad we have a leader of Sidharth’s experience, talent and drive to harness that energy, toward creating class leading work that works, for our clients. Together with Sidharth and creative lead Abhishek Gupta’s partnership, expect a lot more action from this part of the country.”

    With 14 years work experience behind him at agencies such as McCann, Timesjobs, Indian Express, Cheil and Tyroo: Quasar, Shukla is well poised to enhance OgilvyOne’s already existing strengths in the Northern part of its India network.

    Shukla asserted, “Like a kid going on his first date! I am truly looking forward to working with OgilvyOne, given the credentials it holds but also the challenges it presents. Most agencies face the same issues for the most part, and while it has barely been a week at OgilvyOne, I have observed that the people, system and culture are primed to take these challenges head on – it will be loads of fun to lead that. My objective is to create a winning culture and get people to have fun. If that is in place, everything else takes care of itself.”