ITV

Category: Media and Advertising

  • Voot turns kids ‘goody goody’ with unique TVC

    Voot turns kids ‘goody goody’ with unique TVC

    MUMBAI: Kids are the ready and excited end-consumers of Voot Kids but parents often scale down their enthusiasm by being gatekeepers. The journey of any marketer to promote a product like this and growing from zero to 50+ advertisers is not easy.

    Encouraging the kids to access such a platform as well as making parents comfortable with handing over their phones to them remains crucial. And, how better can this gap be bridged with lucid storytelling and a catchy musical anthem that grabs the attention of kids and parents alike.

    Banking on three things- television content, kids and originals- this OTT platform observes 15 per cent share of the overall traffic coming from kids. Riding high on kids content behind it’s viewership and user growth, Voot has launched a new TVC capturing how kids from across India have taken to the new way of life and turned ‘goody goody’ in their ultimate quest to earn Voot time.

    “The loyalty factor from kids is very high. They are obsessive about characters. So, everything has to revolve around the character that they like. The amount of money parents spent on these characters is huge. We looked at the top 10 characters that the kids like and we built on that,” said Viacom18 Digital Ventures COO Gaurav Gandhi.

    The special anthem Bachche Hum Goody Goody Banenge, Voot Kids Ke Liye Kuch Bhi Karenge! will roll out across all major kids channels and digital  platforms on 30 September.

    With 10 characters to be added to its 100+ character library, the platform will focus more on originals in 2017.

    The time spent by kids on Voot is approximately 30 minutes on an average while they spend close to 45 minutes on weekends and 25 minutes on weekdays. Unlike the traditional, linear from of content consumption wherein the peak viewing of kids content happens during the early evening; Voot Kids in contrast witnesses a peak that coincides with the prime time on national GECs wherein the mobile gets passed onto the kids as the parents take control over the remote. “The primetime for kids on our platform is 9 pm. Adding to that, Sundays are huge for us wherein the consumption just jumps upto 40 per cent compared to any other day,” added Gandhi.

    “Kids are the masters of negotiations. They know what they want and how to get it. But the catch is that the parents know these antics and are willing to evolve the kids if they see a good behaviour being displaced by them. The communication that we have created was to showcase this varied but interesting dynamics between the parents and their kids. You will see the kids doing ‘goody goody’ things in this film. The music and anthem of the campaign is something each one of us can relate to as we have grown up listening to this popular song,” adds Viacom18 head marketing and partnerships Akash Banerji.

    The advertisers too are lapping up this opportunity on Voot Kids with open arms as they seek to connect and engage with this mobile-first generation who are the influencers of today and the decision makers of tomorrow. It has close to 50+ advertisers on board out of which 10 are especially for Voot Kids. Targeted at an age group of 1-12, Voot plans to launch a tablet app in a week’s time followed by a campaign on the same.

    “We feel that this segment is only set to grow, both in size and influence, and we want to be the default digital platform of choice for kids entertainment. Our endeavour is to build a parent-approved kids-favourite brand, and we will continue to develop exciting campaigns and dial up engagement with this community even further,” added Gandhi.

    The campaigns will be promoted across Viacom18 network and will be heavily leveraged on social media.

    About the campaigns: The campaign comprises multiple TVCs featuring lots of kids. The films depict kids’ heroics as they happily embrace the very tasks that kids are usually known for not doing willingly.

    The films showcase a range of situations where the kids turn to their ‘goody goody’ best – a boy getting out of the bed in the night to brush his teeth unprompted, another young boy with spiky hair combing it vigorously to turn it into a good-boy hairstyle, a cute little girl goes onto finishing the very last drop of milk from a glass, a young girl wiping clean the wall that once was her canvas, another boy is seen tidying up his bed and surprisingly a boy denying potato chips being offered while sitting on a park bench. What follows is a happy smiley parent handing over their mobile phone to their kid for a well-deserved Voot time. In the background of each of the two films you hear the chorus of kids singing this catchy Voot Kids anthem and reciting their favourite characters for whom they’re turning to this new way of life. The closing line captures the core thought very aptly – Bachche Hum Goody Goody Banenge, Voot Kids Ke Liye Kuch Bhi Karenge!

    TVC:

    Link1: https://youtu.be/55AVLumuWEY

    Link2: https://youtu.be/vrcDmXDnRxM

  • ShopClues rolls out ‘Itne Kum Mein’ TVC

    ShopClues rolls out ‘Itne Kum Mein’ TVC

    MUMBAI: ShopClues has rolled out its new TV ad campaign to usher in the joyous festive season with the right mood. The TVC brings to the fore the delightful offerings up for grabs this year o nShopClues with its tagline “Itne Kum Mein” (at such a low price).  A series of fresh catalogue digital films that illustrate the spread of high-value products along with discounted prices are showcased so that customers can make the best of the festive season sale from 1–10 October 2016. 

    Conceptualized and created by Enormous Brands, the TVC captures how a large assortment of products at never-before prices are being made available for ShopClues customers.

    One of India’s first and largest managed marketplace, ShopClues ad film opens with two girls having a conversation about how one of them enjoyed an incredible buying experience on ShopClues. She starts to describe the prices on ShopClues as “Itne Kum Mein, Itne Kum Mein, Itne Kum Mein” and the repetition continues.  The frame zooms out to reveal this conversation actually being shown on TV. The couple watching the TVC wonders if the visual is stuck, and taps the TV a few times, a husband struggling to fix the antenna, salesman watches as all the TV sets in an offline store play the same thing, the director at the shoot gets puzzled. The dialogue ends with the girl concluding, “Itne Kum Mein, ki kya bataun.” 

    ShopClues AVP-marketing Nitin Agarwal, said, “Through the TVC, we want to communicate to people that they can revel in the feeling of fulfillment this festive season and lay their hands on anything their heart desires as everything is available ‘Itne Kum Mein’.”  

    Enormous Brands’ managing partner Ashish Khazanchi, said, “The coveted products and unbelievable prices at ShopClues have always appealed to all the value-conscious buyers in the country. And that’s the reason we have introduced the colloquial phrase ‘Itne Kum Mein’ . Its recall value is instant.”

    The campaign also uses Outdoor, Facebook and YouTube along with Radio as support media to bring to life the amazing bargains. 

    Check out the ad:

  • ShopClues rolls out ‘Itne Kum Mein’ TVC

    ShopClues rolls out ‘Itne Kum Mein’ TVC

    MUMBAI: ShopClues has rolled out its new TV ad campaign to usher in the joyous festive season with the right mood. The TVC brings to the fore the delightful offerings up for grabs this year o nShopClues with its tagline “Itne Kum Mein” (at such a low price).  A series of fresh catalogue digital films that illustrate the spread of high-value products along with discounted prices are showcased so that customers can make the best of the festive season sale from 1–10 October 2016. 

    Conceptualized and created by Enormous Brands, the TVC captures how a large assortment of products at never-before prices are being made available for ShopClues customers.

    One of India’s first and largest managed marketplace, ShopClues ad film opens with two girls having a conversation about how one of them enjoyed an incredible buying experience on ShopClues. She starts to describe the prices on ShopClues as “Itne Kum Mein, Itne Kum Mein, Itne Kum Mein” and the repetition continues.  The frame zooms out to reveal this conversation actually being shown on TV. The couple watching the TVC wonders if the visual is stuck, and taps the TV a few times, a husband struggling to fix the antenna, salesman watches as all the TV sets in an offline store play the same thing, the director at the shoot gets puzzled. The dialogue ends with the girl concluding, “Itne Kum Mein, ki kya bataun.” 

    ShopClues AVP-marketing Nitin Agarwal, said, “Through the TVC, we want to communicate to people that they can revel in the feeling of fulfillment this festive season and lay their hands on anything their heart desires as everything is available ‘Itne Kum Mein’.”  

    Enormous Brands’ managing partner Ashish Khazanchi, said, “The coveted products and unbelievable prices at ShopClues have always appealed to all the value-conscious buyers in the country. And that’s the reason we have introduced the colloquial phrase ‘Itne Kum Mein’ . Its recall value is instant.”

    The campaign also uses Outdoor, Facebook and YouTube along with Radio as support media to bring to life the amazing bargains. 

    Check out the ad:

  • John Thankamony is Mindshare’s new head – programmatic

    John Thankamony is Mindshare’s new head – programmatic

    MUMBAI: Mindshare, one of India’s largest full service media agency, a part of GroupM, has announced the appointment of John Thankamony as head – programmatic.

    John will focus on driving programmatic adoption and the embracing of programmatic tools by Mindshare clients. This will include the development of FAST (Future Adaptive Specialist Teams), Mindshare’s solution for clients to harness the power of data. John will be setting guidelines to work with partners while ensuring that Mindshare’s clients have access to relevant and in-target audiences across quality and viewable inventory that is fraud free. He will also be responsible for harnessing data and technology products to drive performance and business results for clients.

    John will operate out of the Mumbai office and be regularly involved with the Bangalore and Gurgaon office. He will report to Vinod Thadani, Chief Digital Officer, South Asia, Mindshare.

    Mindshare, South Asia, chief digital officer, said, “John will be focusing on leading our existing programmatic offering and developing the programmatic adoption across our client portfolio. We are sure his ability to interpret strategy into the real time solution will bring in larger value for our clients.”

    Thankamony said, “The emphasis given by Mindshare to data and audiences is refreshing. India is at a defining moment in its internet journey with a lot of new digital entities cropping up in the market.”

    Thankamony brings to Mindshare a rich experience of almost a decade, including that of helping launch and run programmatic operations from Singapore for the SEA region. He has worked with companies like Amnet Asia, Google Inc, and CRISIL Ltd. He has product expertise in various programmatic platforms having run operations and analytics teams with expertise across multiple global and regional partners.

  • John Thankamony is Mindshare’s new head – programmatic

    John Thankamony is Mindshare’s new head – programmatic

    MUMBAI: Mindshare, one of India’s largest full service media agency, a part of GroupM, has announced the appointment of John Thankamony as head – programmatic.

    John will focus on driving programmatic adoption and the embracing of programmatic tools by Mindshare clients. This will include the development of FAST (Future Adaptive Specialist Teams), Mindshare’s solution for clients to harness the power of data. John will be setting guidelines to work with partners while ensuring that Mindshare’s clients have access to relevant and in-target audiences across quality and viewable inventory that is fraud free. He will also be responsible for harnessing data and technology products to drive performance and business results for clients.

    John will operate out of the Mumbai office and be regularly involved with the Bangalore and Gurgaon office. He will report to Vinod Thadani, Chief Digital Officer, South Asia, Mindshare.

    Mindshare, South Asia, chief digital officer, said, “John will be focusing on leading our existing programmatic offering and developing the programmatic adoption across our client portfolio. We are sure his ability to interpret strategy into the real time solution will bring in larger value for our clients.”

    Thankamony said, “The emphasis given by Mindshare to data and audiences is refreshing. India is at a defining moment in its internet journey with a lot of new digital entities cropping up in the market.”

    Thankamony brings to Mindshare a rich experience of almost a decade, including that of helping launch and run programmatic operations from Singapore for the SEA region. He has worked with companies like Amnet Asia, Google Inc, and CRISIL Ltd. He has product expertise in various programmatic platforms having run operations and analytics teams with expertise across multiple global and regional partners.

  • Grey gets ‘dadis’ to bust contraception myths

    Grey gets ‘dadis’ to bust contraception myths

    MUMBAI: On the occasion of World Contraception Day, Grey group India has launched a new social media campaign for ICanHelp.in that focuses on various myths and conceptions surrounding contraception among the youth. The campaign invokes young minds to feel comfortable in seeking contraceptives in order to have power, freedom and choice over their life.

    In India, dadis (grandmothers) are traditionally known to talk about home-made recipes and deliver sermons on soft topics like morals and values. To leverage the endearing nature of the typical dadi, the campaign conceptualised and executed by Grey Group India gets on board a bold dadi who takes on the subject of contraception and clears some common misconceptions surrounding it. She is seen as the coolest dadi who busts myths like a boss in a fun, illuminating, bold and engaging fashion. Further, she gives insights on the right contraceptive use and how one can have kids by choice and not by chance! The idea was to get iDadi, a bold grandmother who talks about contraception without any inhibitions.

    Grey group India digital service- president Leroy Alvares said, “With the volume of information being consumed online, Icanhelp.in wanted to leverage this trend on world contraception day to dispel myths around contraception. The campaign approach is all about making us myth-busters rather than myth mongrers. iDadi a character we created looks at common myths and facts in a humorous manner.”

  • Grey gets ‘dadis’ to bust contraception myths

    Grey gets ‘dadis’ to bust contraception myths

    MUMBAI: On the occasion of World Contraception Day, Grey group India has launched a new social media campaign for ICanHelp.in that focuses on various myths and conceptions surrounding contraception among the youth. The campaign invokes young minds to feel comfortable in seeking contraceptives in order to have power, freedom and choice over their life.

    In India, dadis (grandmothers) are traditionally known to talk about home-made recipes and deliver sermons on soft topics like morals and values. To leverage the endearing nature of the typical dadi, the campaign conceptualised and executed by Grey Group India gets on board a bold dadi who takes on the subject of contraception and clears some common misconceptions surrounding it. She is seen as the coolest dadi who busts myths like a boss in a fun, illuminating, bold and engaging fashion. Further, she gives insights on the right contraceptive use and how one can have kids by choice and not by chance! The idea was to get iDadi, a bold grandmother who talks about contraception without any inhibitions.

    Grey group India digital service- president Leroy Alvares said, “With the volume of information being consumed online, Icanhelp.in wanted to leverage this trend on world contraception day to dispel myths around contraception. The campaign approach is all about making us myth-busters rather than myth mongrers. iDadi a character we created looks at common myths and facts in a humorous manner.”

  • No inhibition: eBay India launches TVC

    No inhibition: eBay India launches TVC

    MUMBAI: eBay India announced their brand new TV campaign #ThingsDon’tJudge today. The campaign aims to inspire consumers to shop online from over 10 crore products available on ebay.in. The TV campaign will go on air today.

    Conceptualized by BBDO India, the film shows different situations where people are seen breaking away from a certain prejudice that the society imposes. The means for them is a product they have purchased from eBay, which enables them to move away from the shackles of judgments and live as they would. A product is that one thing that doesn’t judge them, though people may. 

    Watch the TVC here :  

    eBay India director-marketing Shivani Suri, said, “Online shopping is changing how we live. It’s at the heart of our evolving culture that’s gradually helping us distance from the norms around gender, age, cast, creed, social status or preferences. eBay, with over 10 crore products is inspiring consumers to shop for their favorite item and live their passions, desires, choices, and beliefs without inhibition.”

    BBDO India chairman Josy Paul said, “When we started work on eBay, we had questions: Will our idea provoke conversation? Will the context last longer than the immediacy of the content. Will it influence change? We could feel the energy in the room when this idea came up.  Something happened! We create greater desirability for the 10 crore products that are available on eBay.”

    Hemant Shringy, BBDO India executive creative director, said, “After an amazingly explorative and collaborative process, we arrived at the idea – Things Don’t Judge. With 10 crore things at the heart of the idea, it says that in a time when we are constantly judging and being judged, things have the incredible quality and power of not judging.”

    The TV campaign will be seen across all major television channels in Hindi, English, Telugu, Marathi, Tamil and Kannada. Ten key markets including Delhi NCR, Bangalore, Hyderabad, Mumbai, Chennai, Pune, Kolkata, Chandigarh, Ahmedabad and Indore are being targeted. 

    The campaign will also be prominent on big ticket movie premiers, popular comedy and reality TV shows, sports events, news and blockbuster world television premiers. The campaign will also be extended across key digital and social platforms.
     
    eBay India, a 100% subsidiary of eBay Inc., is a leading online marketplace and shopping destination in India where thousands of entrepreneurs list. 

    BBDO India, a part of the BBDO Group worldwide, ‘Create Acts Not Ads’ — the only agency in India, Asia and the world to have won four inaugural awards at the Cannes Lions Festival.