ITV

Category: Media and Advertising

  • Banjara’s latest ad calls out on racist mindset in advertising

    Banjara’s latest ad calls out on racist mindset in advertising

    MUMBAI: Indian’s obsession with fairer skin dates back to immigrants, conquerors and rulers from the west with fairer skin lauding it over the `local’ or native Indians which later got defined into a caste system where dalits or ‘untouchables’ often had much darker skin than the upper castes. The innate implication is that if you have fair skin, you are somewhat superior to others around you. Most of the well-known FMCG companies are encashing upon this paranoia which is deep-rooted in our culture. Such advertisements encourage the notion that a fair girl is the definition of a beautiful girl, and that this skin color would ensure that she goes through a hassle free marriage and fulfill her every dream.

    To enhance it’s positioning of being known for its natural range of hair and skin care products, Banjara’s supports a movement against colour bias in India called ‘#proud of my colour.’

    Commenting on the communication objective behind the new campaign, Banjara’s  MD Ramesh Vishwanathan said, “We wanted to change the perception that fair skin does not mean beauty. A woman should feel gorgeous in her natural skin color. The focus of skin products should be on healthy skin and not skin lightening. The highlight of this short film will be to educate people to get over their unhealthy obsession about fairness.”

    The campaign comprises a film that focuses on how most often the pressure to be “fairer” really begins at home. It captures the concerns and apprehensions that older family members have about skin colour, especially when it comes to their daughters and marriage. Many things both desirable and not so desirable start at home says Prabhakar of India/2 who scripted and directed the film meant for a largely internet audience.

    A second film that captures the affinity of advertisers both large and small to only portray “fair girls” in their advertising is next on the cards. It will take on the need to look beyond colour at talent and achievement, and for that matter at the need to see beauty itself beyond color.

    Sharing his views on the creative thought process, Krishna Mohan, India/2 said, “We learnt a lot from the movement against colour bias that we launched #proudofmycolour. We built a community of almost 2 Lakhs in a period of just 4 months. And the support we got from our “mavens of colour” be it the girl next door (in their hundreds) or celebrities like Padma Lakshmi, Radhika Nair, Nidhi Sunil has been astonishing”. Many of the insights from the #proudofmycolor campaign went into making of the film for Banjara’s Skin +ive. Perhaps this explains why the Ad has resonated with audiences across the country and has recorded more than 3 million hits in under a week.

    The music composed by Dr. Divakar Subramaniam is built around the theme; you can’t judge beauty by colour, and specially created to enhance the desired message. The film has been shot by INDIA/2 Productions and will play on prominent online mediums and cinemas as part of its outreach plans. The strategic promotion of the film on the internet has been crafted by Manish Sinha and Arvind Jha of ParikshaLabs.

  • iProspect India appoints Mihir Mehta as director of Display Media

    iProspect India appoints Mihir Mehta as director of Display Media

    MUMBAI: iProspect India, the end-to-end digital agency from the Dentsu Aegis Network, has beefed up its Display team with the appointment of Mihir Mehta as Director of Display Media.

    Mehta joins with over 6 years of experience in the digital industry, previously holding the position of Digital Media Head at World Wide Open and Reliance Entertainment – Digital. Recognized as one of the top 50 most influential Digital Media Professionals in 2015 by World Marketing Congress, his portfolio of achievements includes increasing revenue and improving brand awareness through Digital platforms for brands in India and abroad.

    Commenting on the appointment, iProspect CEO Vivek Bhargava said, “Display is a huge part of online media as it has immense potential for growth. With Mihir on board, we are gearing up to take our Display services to a whole new level. We are really excited to welcome him to the team and look forward to the award winning campaigns that are to come.”

    From strategy to execution, media planning to buying, affiliates marketing, strategic partnerships and alliances, his focus has always been to drive value to the last cent for all clients. Mihir has experience in all major sectors, working actively on clients such as Reliance Group Companies (Reliance Communication, Reliance Mutual Fund, Reliance General Insurance, Reliance Life) Babyoye, Big Cinemas, SBI Life and Jockey, to name a few.

  • iProspect India appoints Mihir Mehta as director of Display Media

    iProspect India appoints Mihir Mehta as director of Display Media

    MUMBAI: iProspect India, the end-to-end digital agency from the Dentsu Aegis Network, has beefed up its Display team with the appointment of Mihir Mehta as Director of Display Media.

    Mehta joins with over 6 years of experience in the digital industry, previously holding the position of Digital Media Head at World Wide Open and Reliance Entertainment – Digital. Recognized as one of the top 50 most influential Digital Media Professionals in 2015 by World Marketing Congress, his portfolio of achievements includes increasing revenue and improving brand awareness through Digital platforms for brands in India and abroad.

    Commenting on the appointment, iProspect CEO Vivek Bhargava said, “Display is a huge part of online media as it has immense potential for growth. With Mihir on board, we are gearing up to take our Display services to a whole new level. We are really excited to welcome him to the team and look forward to the award winning campaigns that are to come.”

    From strategy to execution, media planning to buying, affiliates marketing, strategic partnerships and alliances, his focus has always been to drive value to the last cent for all clients. Mihir has experience in all major sectors, working actively on clients such as Reliance Group Companies (Reliance Communication, Reliance Mutual Fund, Reliance General Insurance, Reliance Life) Babyoye, Big Cinemas, SBI Life and Jockey, to name a few.

  • Mahindra Two Wheelers takes experiential route with new campaign

    Mahindra Two Wheelers takes experiential route with new campaign

    MUMBAI: Mahindra Two Wheelers is pushing its recently launched premium 300cc touring motorcycle Mojo, with an innovative campaign that highlights the joy in the journey through user generated content.

    Aimed at the 20 something bike enthusiasts who love the dusty rugged roads and the experiences that come with it, the 360 degree campaign titled ‘Born for the road’ is to unravel in stages starting with the digital leg.

    Launched in October 2015, Mahindra’s Mojo is positioned as long distance touring vehicle priced at a premium rate of Rs 2 lakhs (on road) approximately. So far the brand has sold 1000 units of the model. Given the fact that it is a flagship launch from Mahindra in its two wheeler segment, a bulk of the company’s marketing budget is being dedicated for its promotion, with no fixed limitations as off now.

    On the need to launch a bike in this new space Mahindra Two Wheelers, Marketing and Product Planning senior GM Naveen Malhotra said, “Mahindra is known for its daredevil and adventurous nature. While our four wheelers give off that image, we are also associated with a racing tournament to further establish ourselves as a sports brand. Secondly there is an increasingly emerging batch of consumers who love the lifestyle that comes with long bike journeys and on road travel. It was a space we wanted to enter given the growing demand for good quality bikes that are comfortable to ride long distances in.”

    But with several well-known brands like Harley Davidson, Royal Enfield and Bullet already crowding the segment, it was a challenge to establish a market for Mojo as the first choice for the Indian long road traveller.

    “We firstly wanted to build credibility in the customer’s mind aiming our marketing initiatives at the motorcycle enthusiasts. We needed them to understand that the makers behind this two wheeler get what they want from a long distance ride. We started off with a Maker’s Trail, and took some media on a two day bike trail with us,” Malhotra added.

    “From the product perspective, there are several differentiators that Mojo enjoys but more than that, what separates Mojo from the rest of the two wheelers available in this segment is the package we offer. A person going for this high range two wheeler is buying it more for the experience and that is exactly what we provide.” Which is why the two wheeler’s campaign also surrounds the experience and the lifestyle of a wanderlust who is in love with the road rather than the ‘cool’ specs the bike has.

    Conceptualised by Flying Cursor and directed by Littil Swayamp Paul, the TVC released showcases a bunch of free spirited youngsters who enjoy the journey as they cruise through several Indian cities, highways and villages, with a stress on the harsh terrain routes.

    Interestingly the TVC also features a well done cover of Muddy Waters’ Got My Mojo by popular blues band Blues Band Soulmate.

    In fact, the brand has made a conscious effort to pick passionate riders for the film shoot instead of regular models and taken them on real joy ride while shooting the entire ad film.

    “Barring two, most of the boys and girls you see in the video are hard core riders. We needed them to understand the nuances of a road trip rather than simply posing with the bike. Not to mention we needed them to ensure a long and gruelling road trip across Rajasthan for the shoot. Our whole idea was to make people experience what a road trip is like – the camaraderie that comes from riding together to the excitement finding little joys in the simplest of things, or even finding a very delicious food in an unexpected roadside dhaba. We shot across in various locations in Rajasthan, ensuring that none of them has appeared anywhere before,” explained Flying Cursor director & co-founder, Shormistha Mukherjee.

    The highlight of the campaign is the clever use of user generated content the brand plans to use with the secured footages from the long bike ride the agency and the brand arranged for the film shoot.

    With an aim to engage consumers on a one on one basis, and to let them experience the product, the brand has conducted several long bike rides for the enthusiasts with the last one being a four day trip across 1000 kms covering several well-known wildlife sanctuaries in South India. There are plans to conduct two more long bike rides with the Mojo Tribe, the next one being a mountain trail.

    “We don’t see this campaign ending with the TVC launch. We have far wider plans to engage our consumers through fun user generated content that we have acquired through the trips with Mojo Tribe. Each one will tell an interesting story to the audience through our digital and social media touch points,” Malhotra promised.

  • Mahindra Two Wheelers takes experiential route with new campaign

    Mahindra Two Wheelers takes experiential route with new campaign

    MUMBAI: Mahindra Two Wheelers is pushing its recently launched premium 300cc touring motorcycle Mojo, with an innovative campaign that highlights the joy in the journey through user generated content.

    Aimed at the 20 something bike enthusiasts who love the dusty rugged roads and the experiences that come with it, the 360 degree campaign titled ‘Born for the road’ is to unravel in stages starting with the digital leg.

    Launched in October 2015, Mahindra’s Mojo is positioned as long distance touring vehicle priced at a premium rate of Rs 2 lakhs (on road) approximately. So far the brand has sold 1000 units of the model. Given the fact that it is a flagship launch from Mahindra in its two wheeler segment, a bulk of the company’s marketing budget is being dedicated for its promotion, with no fixed limitations as off now.

    On the need to launch a bike in this new space Mahindra Two Wheelers, Marketing and Product Planning senior GM Naveen Malhotra said, “Mahindra is known for its daredevil and adventurous nature. While our four wheelers give off that image, we are also associated with a racing tournament to further establish ourselves as a sports brand. Secondly there is an increasingly emerging batch of consumers who love the lifestyle that comes with long bike journeys and on road travel. It was a space we wanted to enter given the growing demand for good quality bikes that are comfortable to ride long distances in.”

    But with several well-known brands like Harley Davidson, Royal Enfield and Bullet already crowding the segment, it was a challenge to establish a market for Mojo as the first choice for the Indian long road traveller.

    “We firstly wanted to build credibility in the customer’s mind aiming our marketing initiatives at the motorcycle enthusiasts. We needed them to understand that the makers behind this two wheeler get what they want from a long distance ride. We started off with a Maker’s Trail, and took some media on a two day bike trail with us,” Malhotra added.

    “From the product perspective, there are several differentiators that Mojo enjoys but more than that, what separates Mojo from the rest of the two wheelers available in this segment is the package we offer. A person going for this high range two wheeler is buying it more for the experience and that is exactly what we provide.” Which is why the two wheeler’s campaign also surrounds the experience and the lifestyle of a wanderlust who is in love with the road rather than the ‘cool’ specs the bike has.

    Conceptualised by Flying Cursor and directed by Littil Swayamp Paul, the TVC released showcases a bunch of free spirited youngsters who enjoy the journey as they cruise through several Indian cities, highways and villages, with a stress on the harsh terrain routes.

    Interestingly the TVC also features a well done cover of Muddy Waters’ Got My Mojo by popular blues band Blues Band Soulmate.

    In fact, the brand has made a conscious effort to pick passionate riders for the film shoot instead of regular models and taken them on real joy ride while shooting the entire ad film.

    “Barring two, most of the boys and girls you see in the video are hard core riders. We needed them to understand the nuances of a road trip rather than simply posing with the bike. Not to mention we needed them to ensure a long and gruelling road trip across Rajasthan for the shoot. Our whole idea was to make people experience what a road trip is like – the camaraderie that comes from riding together to the excitement finding little joys in the simplest of things, or even finding a very delicious food in an unexpected roadside dhaba. We shot across in various locations in Rajasthan, ensuring that none of them has appeared anywhere before,” explained Flying Cursor director & co-founder, Shormistha Mukherjee.

    The highlight of the campaign is the clever use of user generated content the brand plans to use with the secured footages from the long bike ride the agency and the brand arranged for the film shoot.

    With an aim to engage consumers on a one on one basis, and to let them experience the product, the brand has conducted several long bike rides for the enthusiasts with the last one being a four day trip across 1000 kms covering several well-known wildlife sanctuaries in South India. There are plans to conduct two more long bike rides with the Mojo Tribe, the next one being a mountain trail.

    “We don’t see this campaign ending with the TVC launch. We have far wider plans to engage our consumers through fun user generated content that we have acquired through the trips with Mojo Tribe. Each one will tell an interesting story to the audience through our digital and social media touch points,” Malhotra promised.

  • Don’t cover-up imperfections: says Grey’s new campaign for Kamdhenu Paints

    Don’t cover-up imperfections: says Grey’s new campaign for Kamdhenu Paints

    MUMBAI: Grey group India launched a new television commercial for the brand, Kamdhenu Paints.  The campaign comes with the objective of showcasing Kamdhenu as a brand of paints that doesn’t just hide or mask imperfections, but is a concrete solution for them.

    The campaign extends from an inherently Indian insight where most of us indulge in quick-fix cover ups rather than finding proper solutions. If there’s dirt on the floor, we often cover it with a rug. A mark on the wall is often hidden by a portrait. A stain on the couch is often accounted for by flipping the cushions. We’ve all at one point or the other indulged in something similar. Kamdhenu Paints offers customers to make an informed choice to beautify wall surfaces of their homes, offices and other premises through the attractive and wide range of color shades offered by them.

    “In a category obsessed with swirls, mosaics and textures, the campaign re-purposes paints in the minds of the consumers. Paints are not just meant for beautification. They are equally responsible for rectifying and improving the condition of the wall they’re used on,” shared Varun group India ECD Varun Goswami.

    The campaign line, ‘Chupao nahin sudharo’ propagates the message of finding solutions over a superficial cover-up. The campaign features a TVC, supported by press, radio and on-ground & digital activations.

    “In a category where the top three brands have huge ad spends, it is very easy to get drowned by sticking to the category codes. For a challenger brand, it is very important to have a perspective that is differentiated and manages to make its mark with a very limited spend. Chupao Nahin, Sudharo retains why paints are primarily used and links to the larger social context.” added Samir Datar, Vice President and Office Head, GREY group India, Delhi.

  • Don’t cover-up imperfections: says Grey’s new campaign for Kamdhenu Paints

    Don’t cover-up imperfections: says Grey’s new campaign for Kamdhenu Paints

    MUMBAI: Grey group India launched a new television commercial for the brand, Kamdhenu Paints.  The campaign comes with the objective of showcasing Kamdhenu as a brand of paints that doesn’t just hide or mask imperfections, but is a concrete solution for them.

    The campaign extends from an inherently Indian insight where most of us indulge in quick-fix cover ups rather than finding proper solutions. If there’s dirt on the floor, we often cover it with a rug. A mark on the wall is often hidden by a portrait. A stain on the couch is often accounted for by flipping the cushions. We’ve all at one point or the other indulged in something similar. Kamdhenu Paints offers customers to make an informed choice to beautify wall surfaces of their homes, offices and other premises through the attractive and wide range of color shades offered by them.

    “In a category obsessed with swirls, mosaics and textures, the campaign re-purposes paints in the minds of the consumers. Paints are not just meant for beautification. They are equally responsible for rectifying and improving the condition of the wall they’re used on,” shared Varun group India ECD Varun Goswami.

    The campaign line, ‘Chupao nahin sudharo’ propagates the message of finding solutions over a superficial cover-up. The campaign features a TVC, supported by press, radio and on-ground & digital activations.

    “In a category where the top three brands have huge ad spends, it is very easy to get drowned by sticking to the category codes. For a challenger brand, it is very important to have a perspective that is differentiated and manages to make its mark with a very limited spend. Chupao Nahin, Sudharo retains why paints are primarily used and links to the larger social context.” added Samir Datar, Vice President and Office Head, GREY group India, Delhi.

  • Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    MUMBAI: Pepperfry has taken on the task of expanding the online furniture category through a new 360 degree marketing campaign.

    The campaign comprises three creative executions which will be aired on television, across digital video channels and in multiplexes. This 360 degree campaign will also include outdoor, a bouquet of digital media including Search, display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs10 Crore.

    Commenting on the objective of this campaign, Pepperfry CMO Kashyap Vadapalli said “Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

    Talking about the insight and idea, Law & Kenneth Saatchi and Saatchi VP Debarjyo Nandi explained, “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

    The customer insight behind Pepperfry’s new 360degree marketing campaign reflects furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience.

  • Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    MUMBAI: Pepperfry has taken on the task of expanding the online furniture category through a new 360 degree marketing campaign.

    The campaign comprises three creative executions which will be aired on television, across digital video channels and in multiplexes. This 360 degree campaign will also include outdoor, a bouquet of digital media including Search, display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs10 Crore.

    Commenting on the objective of this campaign, Pepperfry CMO Kashyap Vadapalli said “Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

    Talking about the insight and idea, Law & Kenneth Saatchi and Saatchi VP Debarjyo Nandi explained, “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

    The customer insight behind Pepperfry’s new 360degree marketing campaign reflects furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience.