ITV

Category: News Headline

  • Tata Tea Agni Leaf brews Chhath with Tikuli art

    Tata Tea Agni Leaf brews Chhath with Tikuli art

    MUMBAI: Bihar and Jharkhand’s leading tea brand, Tata Tea Agni Leaf, has unveiled limited-edition festive packs inspired by Tikuli art, the 800-year-old hand-painted tradition of Bihar. Each pack narrates the four days of Chhath Puja: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya, through intricate artwork, blending Tikuli motifs with elements of Mithila painting.

    The packs were crafted under the guidance of Padma Shri awardee Ashok Kumar Biswas, a pioneer in reviving Tikuli art. Each design tells a visual story of devotion, perseverance, and ritual, transforming everyday chai into a celebration of Bihar’s cultural legacy.

    Accompanying the festive packs is a soulful TVC, capturing families performing Chhath rituals with joy and reverence. The film interweaves the Tikuli-inspired designs, traditional customs, and evocative music, creating a nostalgic and emotionally resonant celebration of the festival.

    Tata Consumer Products president – packaged beverages Puneet Das said, “Chhath Puja is a festival that binds communities and families. Our limited-edition packs celebrate Bihar’s rich artistic heritage while paying homage to the devotion of every ritual from Nahay Khay to Usha Arghya. The new TVC brings alive the festival’s emotional depth, reinforcing our connection with consumers.”

    Ashok Kumar Biswas added, “Collaborating with Tata Tea Agni Leaf allowed us to showcase Tikuli art to a wider audience. The campaign honours Bihar’s artistic legacy and revives a traditional craft in a contemporary context.”

    Through this campaign, Tata Tea Agni Leaf continues to blend art, culture, and storytelling, making each cup of tea a tribute to regional pride and festive devotion. 
     

  • Hoopr Unveils India’s biggest festive music catalogue

    Hoopr Unveils India’s biggest festive music catalogue

    MUMBAI: Hoopr, the nation’s first music licensing platform, has unveiled its largest-ever festive catalogue with over 500 curated tracks available on its self-serve platform, Hoopr Smash. Featuring icons like Shreya Ghoshal, Arijit Singh, Salim–Sulaiman, and regional talents such as Pawandeep Rajan and Rajeshwarie Raj, the collection spans India’s vibrant festival calendar, from Navratri and Karwa Chauth to Diwali, Chhath, and Eid.

    Curated across moods, languages, and genres, the catalogue is designed for brands, influencers, and content creators seeking culturally resonant, copyright-safe soundtracks. It supports over 30 content verticals, including fashion, F&B, travel, wellness, and automobiles. From devotional bhajans to festive pop hits, Hoopr offers creators the right track to amplify engagement and storytelling.

    Internal research by Hoopr highlights music as a key driver of content performance. Short-format videos using music achieve 4.3 times higher visibility, with trending festive tracks alongside influencers boosting engagement by up to 17 times. As India gears up for festivals from Navratri to Valentine’s Day, music plays a critical role in creating original, timely, and emotionally engaging campaigns.

    Hoopr co-founder Gaurav Dagaonkar said, “Creators and brands struggle to find the right festive music due to copyright concerns and limited regional choices. Our curated catalogue solves this, enabling seamless content creation and culturally relevant campaigns while supporting artists fairly.”

    Hoopr co-founder Meghna Mittal added, “Festive music is a key growth driver for licensing in India. Hoopr Smash offers instant access to tracks, intelligent discovery tools, and quick licensing options, helping creators and brands engage audiences at scale with minimal hassle.”

    With 500 plus tracks spanning Hindi cinema, regional, and independent music, Hoopr is setting a new benchmark for India’s music licensing industry, ensuring the festive season resonates not just with lights, but with the perfect soundtrack.
     

  • Amritcem’s Dhalai Champion campaign lifts the bar

    Amritcem’s Dhalai Champion campaign lifts the bar

    MUMBAI: Amritcem Cement has launched its ambitious Dhalai Champion campaign, spotlighting the brand’s unmatched strength and reliability for all types of construction work. Anchored on the theme From Foundation to Roof, the initiative celebrates both the performance of the cement and the spirit of champions from every walk of life.

    The 360 degree campaign combines hyperlocal storytelling, regional influencer engagement, high-decibel ATL presence, strong digital amplification, and focused BTL activities. The brand film, fully AI-generated, follows inspiring individuals overcoming challenges with determination, echoing Amritcem’s promise of resilience, consistency, and long-lasting excellence.

    Amrit Cement managing director Pradeep Bagla said, “Meghalaya is a key market for us. With the Dhalai Champion campaign, we reinforce our commitment to quality and to the people who build with trust every day. This campaign celebrates endurance and performance, values shared by Amritcem and the people of Meghalaya.”

    Amrit Cement head of marketing Indranil Lahiri added, “Our goal is to make Amritcem the preferred choice for every dhalai work. By blending local insights, emotional storytelling, and influencer partnerships, we aim to connect meaningfully with home builders and construction professionals across the state. This campaign will help generate the brand pull needed in the region.”

    Since 2008, Amritcem has been a leading cement manufacturer in North-East India, recognised for superior quality, innovative solutions, and strong community focus. Its product range includes Ordinary Portland Cement (OPC) and Portland Pozzolana Cement (PPC), all packaged in moisture-proof AD Star packs to ensure freshness and reliability.

    Through the Dhalai Champion campaign, Amritcem is not just building structures, it’s strengthening trust, value, and the dreams of communities across the North-East.

  • Manipal Cigna lights Up Diwali with health focus

    Manipal Cigna lights Up Diwali with health focus

    MUMBAI: As homes glitter with lamps and families celebrate prosperity, Manipal Cigna Health Insurance has unveiled its festive campaign, ‘Health Insurance Jiske Paas, Lakshmi Maa Karein Waha Niwaas’, redefining the meaning of true wealth. The film underscores a simple truth, prosperity arrives with abundance, but it endures only when health is protected. 

    Against the backdrop of Diwali’s lights and rituals, the campaign highlights how health insurance safeguards families from financial distress, turning protection into a form of enduring wealth. Employing generative AI-powered storytelling, the film offers a unique perspective from Goddess Lakshmi herself, blending India’s cultural symbols with contemporary visuals and an unconventional musical score. 

    Manipal Cigna Health Insurance chief marketing officer Sapna Desai said, “We often pray to Goddess Lakshmi for prosperity but forget that good health is the foundation of wealth. Millions in India still rely on out-of-pocket medical expenses, risking financial strain. By connecting this reality with Diwali, we hope to inspire families to protect their health as an investment in true prosperity.” 

    To extend the festive reach, Manipal Cigna has partnered with Zepto, delivering flyers carrying the campaign’s message to homes across seven major cities. This is complemented by outdoor billboards and digital activations, making it a fully integrated campaign that marries cultural emotion with modern technology. 

    Through this initiative, Manipal Cigna continues to champion the idea that health insurance is not just an expense, but a meaningful investment in the well-being and security of every family.

  • Snehita Chakravorty joins KFC India as marketing manager

    Snehita Chakravorty joins KFC India as marketing manager

    MUMBAI: KFC India (Yum! Brands) has appointed Snehita Chakravorty as marketing manager – dine-in business, tasking her with enhancing in-restaurant experiences and driving deeper consumer engagement.

    Chakravorty joins from Jubilant Foodworks, Domino’s, where she was deputy manager – marketing, shaping region-specific campaigns, executing high-impact activations, and supporting new store launches. She also collaborated closely with operations and digital teams to strengthen brand performance at scale.

    “I’m thrilled to start this new chapter at KFC India, focusing on the dine-in business. QSR has long been a passion, and I look forward to creating memorable experiences for our guests,” Chakravorty said on LinkedIn.

    With a strong grasp of the QSR landscape, Chakravorty is expected to drive initiatives that reimagine the dine-in experience, a growing differentiator in India’s competitive fast-food market. Her appointment reflects KFC India’s focus on customer-first storytelling and immersive brand engagement.

  • Titan ticks the moments that matter this Diwali

    Titan ticks the moments that matter this Diwali

    MUMBAI: Titan, India’s leading watchmaker, has launched a heartwarming festive campaign that captures the essence of what truly matters, spending time with loved ones. Titled A Promise of Time, the film celebrates the quiet magic of shared moments, showing that the most precious gifts aren’t wrapped in boxes but lived in memory.

    Set against the familiar glow and excitement of Diwali, the film follows two siblings rediscovering the joy of togetherness. As lights twinkle and festivities unfold, their unspoken emotions and deep bonds take centre stage, ending on Titan’s iconic melody, a note that lingers like nostalgia itself. The narrative beautifully reinforces the idea that gifting a Titan watch is not about measuring time, but cherishing it.

    Titan Watches marketing head Aparna Ravi said, “With this campaign, we wanted to celebrate meaningful gifting and remind people that when you give a Titan, you are giving more than a watch, you are promising time together. Utsav by Titan expresses that promise, saying, ‘I am here, I value you, and these moments we share matter.’”

    Ogilvy South executive creative director Aarti Nichlani added, “Titan has always told stories that speak to the heart. A Promise of Time encourages people to pause from their busy lives and make time for those who matter most, not just on Diwali, but every day. A Titan watch is the perfect symbol of that promise.”

    As homes across India light up, Titan invites everyone to pause, reconnect, and celebrate the gift of shared time. This festive season, a Titan is more than a watch, it is a reminder to treasure every moment spent with those who matter most. 
     

  • Drivex rides home with heartwarming Diwali campaign

    Drivex rides home with heartwarming Diwali campaign

    MUMBAI: Drivex, India’s pioneering pre-owned two-wheeler brand, has launched a touching new campaign, Ride Back Home, celebrating the spirit of togetherness, gratitude, and the emotional pull of returning home for Diwali.

    Dedicated to those who work away from their families, the campaign honours the journeys that people take to build a better life. For Drivex, a two-wheeler isn’t just transport; it’s a bridge between distance and belonging.

    “In a season filled with gifts and glitter, we wanted to celebrate something deeper, the joy of going home,” said Drivex head of marketing Vipin Yadav. “Diwali is about moments of connection. Every ride tells a story, and this campaign celebrates those that lead us back to where we truly belong – home.”

    To spread the festive spirit further, Drivex has also introduced Light Up With Drivex, a social initiative inviting people to recognise everyday heroes who make life brighter. Participants are encouraged to tag someone they believe truly deserves a scooter and share, in one heartfelt line, why that person deserves to win, whether for their kindness, hard work, or selfless spirit. One deserving participant will receive a Drivex TVS Jupiter worth Rs 85,000, symbolising how one thoughtful gesture can light up many lives.

    Drivex director Narain Karthikeyan added, “As Diwali approaches, many wish to go home but are held back by costly travel or tight schedules. Sometimes, all it takes is two wheels and a bit of determination to close that distance. With Ride Back Home, we’re celebrating the power of mobility to connect hearts.”

    Running through October 31, the campaign invites India to celebrate connection over consumption and reminds everyone that sometimes, the brightest light isn’t found under the lamps, it’s found at the end of the road home.

  • CTV Ads hit record completion for consumer electronics

    CTV Ads hit record completion for consumer electronics

    MUMBAI: As India’s festive buying fever peaks, consumer electronics ads are enjoying a record-breaking audience on Connected TV (CTV), according to a new study by VDO.AI. The consumer electronics ad engagement benchmark study, analysing over 200 campaigns, found an average video completion rate of 91 per cent, up from 87 per cent last year, proving CTV is more than just a screen; it’s a stage for discovery and conversion.

    Interactive display ads are also hitting new highs, with Click-Through Rates (CTR) peaking at 0.39 per cent in Eastern India, up from 0.26 per cent last year. This demonstrates a growing appetite for consumer-initiated engagement formats that blend entertainment with high-intent exploration. Scratch-to-reveal ads emerged as the most popular interactive format, highlighting a clear shift toward hands-on, engaging experiences.

    “For consumer electronics, purchase decisions are research-driven,” said VDO.AI. co-founder & CEO Arjit Sachdeva. “CTV’s distraction-free canvas allows brands to tell longer, clearer stories that viewers actually watch to the end. When paired with interactive display formats, campaigns are no longer passive, they become immersive experiences.”

    CTV completion rates for categories like televisions, appliances, and personal gadgets suggest viewers are willing to stay engaged while exploring features and demonstrations. Meanwhile, display ads are proving effective for recall, discovery, and direct engagement, particularly in regions like the East, where CTRs are highest.

    With India’s consumer electronics ad spend projected to grow over 20 per cent year-on-year during the festive quarter, VDO.AI’s findings signal that brands leveraging CTV and interactive display will lead the charge, blending entertainment with measurable consumer intent to maximise festive conversions.

  • Casio India celebrates Diwali with heartfelt story

    Casio India celebrates Diwali with heartfelt story

    MUMBAI: This Diwali, Casio India is reminding us that the most precious moments are those that bring hearts together. The brand’s touching new campaign celebrates courage, family bonds, and the beauty of new beginnings, capturing how belief and support can illuminate more than just homes, they can light up lives.

    The film follows a talented young woman passionate about design who keeps her creations hidden from her father, fearing disapproval. During Diwali, her brother bridges the gap, helping her father see her dedication. Moved by her talent, the father leaves her a Casio watch, a quiet, powerful gesture of pride, faith, and encouragement. The watches featured, MTP-1302PD-3AV and LTP-1302DD-4A2, embody elegance, emotion, and the confidence that makes festive celebrations memorable.

    “Diwali is about light, hope, and new beginnings,” said Casio India managing director Takuto Kimura. “Our watches are more than timekeepers, they are companions in life’s most meaningful moments. This film celebrates the inner strength and brilliance that Diwali stands for.”

    Produced by Method Productions and directed by Barath Jayarajan, the film combines evocative visuals with relatable storytelling, honouring those who inspire courage, support dreams, and make every moment matter.

  • Pansari Group lights up Diwali for local retailers

    Pansari Group lights up Diwali for local retailers

    MUMBAI: Pansari Group is bringing the festive sparkle back to India’s neighbourhood markets with its heartwarming campaign, This Diwali, Let’s Bring Back the Raunak. The initiative celebrates retailers as part of the extended Pansari family, ensuring every shop shines with joy and togetherness this festive season.

    Under the programme, over 20,000 retailers across the country are receiving Vandanwar and Aarti books, Ganesh-Laxmi statues, sweets, and chai, turning each store into a little corner of festivity. Beyond decorations, Pansari is also providing marketing, logistical, and promotional support, giving shopkeepers the confidence to greet customers with renewed energy and festive spirit.

    “Diwali is about happiness and togetherness,” said Pansari Group director Shammi Agarwal. “While diyas are lit by families at home, we’re lighting up our retailers’ stores. We want each shop to shine bright with positivity and prosperity this Diwali. Ye Diwali, Pansari Vaali.”

    Launched in October, the campaign will continue until Diwali, spreading cheer across India’s bustling bazaars. By restoring the festive glow to local markets, Pansari Group aims to reinforce social ties and remind everyone of Diwali’s true essence: celebration, unity, and shared joy.

    With over six decades of FMCG experience, Pansari Group continues to blend tradition with innovation, supporting home-cooked meals and healthy living while embracing the evolving needs of consumers and communities.