ITV

Tag: ad campaign

  • Razorpay launches ad campaign emphasising role of safety security in online transactions

    Razorpay launches ad campaign emphasising role of safety security in online transactions

    Mumbai: In the rapidly evolving payments landscape, ensuring security and trust is paramount. This helps maintain user confidence, provides protection against financial threats, and ensures compliance with regulatory standards. Reiterating its commitment to safety and security, Razorpay omnichannel payments and banking platform for businesses launched its biggest digital ad campaign featuring Gulshan Grover, and Urvashi Dholakia on its social platforms – YouTube, LinkedIn, X (previously Twitter), and Instagram. With 692 million internet users, India has the world’s second-largest Internet user base. This growing digitisation also makes the country a target for fraudulent activities. With this campaign, Razorpay hopes to reiterate the need to drive awareness amongst customers by educating them about risk and safety measures to ensure a secure digital payment transaction.

    With a tagline of “For online businesses to win trust, Razorpay payment gateway is a must”, the campaign showcases Razorpay as a “trust marker” for businesses. The 2-part ad series featuring Gulshan Grover and Urvashi Dholakia is curated to showcase that businesses certified by Razorpay comply with the highest standards of safety and security. Furthermore, it aims to empower end-consumers with essential information for making informed decisions when engaging with a business through digital transactions.

    The ad films of thirty seconds each, conceptualised and brought to life by Tilt Brand Solutions, a Mumbai-based creative agency, showcase two different scenarios wherein customers who are trying to make online purchases are skeptical of going through with the payments, wondering if their card details would be stolen or if the business was legitimate to engage with at the first place; Gulshan Grover and Urvashi Dholakia play the role of unethical business owners who aggravate the insecurities of these customers. The customers then realise that these businesses are safe and secure with the Razorpay trust marker and are KYC verified, giving them the utmost confidence to make the purchase.

    Commenting on the launch, Razorpay senior VP, marketing Apuarv Sethi, said, “We are excited to unveil our most extensive ad campaign yet, highlighting the paramount importance of safety and security in online transactions. In a digital landscape where trust is the currency, Razorpay serves as the definitive ‘trust marker’ for businesses. We believe it’s our responsibility to empower our merchants with the right products and services, enabling them to deliver a reliable and protected customer experience. This campaign aims to cultivate a profound sense of confidence, emphasizing our commitment to providing a dependable and secure digital payment experience. It underscores our dedication to raising awareness about the critical significance of security in online transactions. This initiative goes beyond a mere endorsement; it mirrors our steadfast commitment to shaping a safer and more trustworthy online transaction environment for all.”

    TILT Brand Solutions chief creative officer Adarsh Atal said, “We’re proud to partner with Razorpay to champion their commitment to empowering businesses. This commitment encompasses the cultivation of trust, safety, and security for the millions of businesses they serve. In line with this, trust, the cornerstone of all transactions, takes centre stage in the two-part ad series featuring the uncanny and dynamic duo of Gulshan Grover and Urvashi Dholakia. Drawing parallels between the safety measures in online transactions and the confidence Razorpay instills, each ad is a visual and narrative masterpiece with a unique twist, capturing attention, while underscoring the importance of a secure payment experience”,

    With almost every transaction happening in the virtual world, businesses must ensure seamless, hassle-free payment experiences for their customers offline and online. This includes real-time reconciliation, reduction in time per transaction, minimal failures while ensuring a risk-free environment. Keeping this and a fast-evolving dynamic regulatory environment in mind, Razorpay effectively and efficiently solves payment complexities that businesses go through daily, making it a one-stop shop for everything payments and banking for businesses.

    Links to the campaign:

    Youtube: https://www.youtube.com/watch?v=kiFUz0FqsxI

    https://www.youtube.com/watch?v=PlXv_sprA3Q

    LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:7155827110433984512

    X: https://x.com/Razorpay/status/1750061314523767078?s=20

    Instagram: https://www.instagram.com/reel/C2eZHG0obpA/?utm_source=ig_web_copy_ 

  • GUEST ARTICLE: Why advertising industry is the best tool to fight against raging inflation?

    GUEST ARTICLE: Why advertising industry is the best tool to fight against raging inflation?

    Mumbai: Everyone is talking about inflation these days. The cost of living is rising, and people are struggling to make ends meet. In such an unstable economic climate, it’s more important than ever for businesses to stay afloat. And one of the best ways to do that is through advertising.

    Advertising helps businesses by creating demand for their products and services. It also educates consumers about what’s available on the market and how to make informed purchase decisions.

    Inflation can be a daunting challenge, but with the right advertising strategy, your business can weather the storm. Advertising plays a key role in fighting inflation by creating demand for goods and services. When people are aware of new products and services, they are more likely to purchase them, which increases demand and ultimately helps to keep prices stable.

    Advertising also helps businesses promote special sales or discounts that can help reduce the cost of goods and services.

    How does advertising help fight inflation?

    Advertising is not just a powerful tool to sell products and services; it is also an effective weapon to fight inflation. By keeping demand high and stimulating competition, advertising can help keep prices in check and prevent them from spiralling out of control.

    When inflation is high, advertising can encourage people to shop around for the best deals on items they need. This helps keep overall prices down as businesses compete for customers. Advertising can also help businesses keep their prices in check. By publicising special offers and discounts, businesses can entice customers without having to raise their prices. It can also inform consumers about special offers and discounts that may be available, helping them to save money on purchase prices.

    Advertising can also help bring new products and services to market quickly, which can help break the cycle of inflation by offering consumers more choices and driving down prices.

    Ultimately, advertising is a key part of any economy and plays an important role in keeping inflation under control. When used correctly, it can be a powerful tool for businesses and consumers alike.

    What are some examples of successful advertising campaigns that fought inflation?

    Inflation is a major problem in many countries around the world, and advertising can be an effective tool to help fight it. There are a number of successful advertising campaigns that have been used to fight inflation, and here are just a few examples:

        The “I Defy Inflation” campaign by Coca-Cola in 1974 was a very successful way to fight against rising prices. The company placed ads featuring a can of Coke with the words “I Defy Inflation” printed on them, and this helped to increase sales and combat inflationary pressures.

        Another great example is Procter & Gamble’s “P&G Cares” campaign from 1985. This campaign featured ads that showed how P&G products were helping families save money on their grocery bills. The campaign was very effective in combating inflationary pressures and helping people save money.

        A third example is Nike’s “Just Do It” campaign from 1988. This famous slogan helped inspire people to get up and take action, even in the face of adversity or tough economic times. The slogan was very effective in combating inflationary pressures and helping people stay positive during tough economic times.

    These are just a few examples of successful advertising campaigns that have been used to fight against inflation. Advertising can be a powerful tool to help combat this problem, and there are many more examples out there of companies and brands that have used it effectively.

    Conclusion

    In the current day and age, inflation is a huge problem that many countries face. Advertising can be used as a powerful tool to help fight inflation. By using advertising, businesses can increase consumer demand, which in turn will help stabilise prices.

    Additionally, advertising can help promote products and services that are new or on sale, which can encourage people to spend more money. Overall, the advertising industry is a great way to help combat inflation and should be used more often.

    The author of this article is Wing Communications CEO & founder Shiva Bhavani.

  • Tourism Australia’s new ad campaign invites India, the world to come and say G’day

    Tourism Australia’s new ad campaign invites India, the world to come and say G’day

    Mumbai: With the Twenty20 World Cup currently taking place in Australia, the eyes of cricket fans in India are down under. Looking to capitalise on this momentum, Tourism Australia has created a live-action short film with CGI animated characters. The short film, G’day, is part of a new global tourism campaign inviting international travellers, including those in India, to come and say G’day, and plan and book an Australian adventure of their own. Directed by Australian director Michael Gracey (The Greatest Showman) and produced by Finch, G’day, the short film shows the unlikely adventure of a plush souvenir kangaroo named Ruby, voiced by Australian actor Rose Byrne, and a toy unicorn, Louie, voiced by actor Will Arnett.

    The short film follows Ruby and Louie as they ‘break out’ of a gift shop on the Great Barrier Reef and take an incredible adventure around Australia, visiting iconic sites including Sydney Harbour, Melbourne’s laneways, and stunning natural landscapes like Uluṟu and Nitmiluk Gorge. Along the way, they explore the magnitude of travel experiences Australia has to offer, connect with Australia’s Indigenous cultures, and learn why every great adventure starts with the unmistakably Aussie greeting, “G’day!”

    The campaign can be seen on YouTube, Meta’s properties Facebook and Instagram, and on other programmatic video platforms. The goal is to target high-yield travellers.  On 9 November, the campaign will launch on the OTT platform Disney+Hotstar for a one-month period. This deal could be extended. OOH and in-cinema advertising will also be used. Billboards across Mumbai, Delhi, and Bengaluru are being used. Print is also being used. For now, television is not being used.

    The campaign video is the first iteration of a campaign that will run for three years. In terms of marketing, 10 influencers from India have been taken down. They will see the India versus Pakistan clash on Sunday at the MCG and will partake in a variety of activities. They will create content around it for their followers to consume and promote Melbourne and Australia as a destination. Tourism Australia has also taken 20 travel agents to the country for the T20 World Cup. On the ground, there will be Ruby On Tour roadshows across seven cities in India next month and in December.

    The campaign video will be edited into nine minutes, one minute thirty seconds, and fifteen seconds. In some markets, like Japan, the campaign is being fine tuned through the use of local talent. Tourism Australia added that visitor arrivals from India have reached 86 per cent of pre-covid in the April-August 2022 period compared to the same period in 2019. The aim is to go to 100 per cent in the coming few months. Earlier, Tourism Australia had set a target of 18,000–20,000 visitor arrivals from the country to see the T20 World Cup. While the International Cricket Council (ICC) will officially reveal visitor figures at a later date, Tourism Australia is confident that its target will be achieved. The marketing programme is pretty robust, it added.

    In fact, visa processing is still going on for Indians who want to travel to see Sunday’s clash between archrivals India and Pakistan. In the long run, the goal is for one million Indians to visit Australia each year by 2030. For that to happen, direct aviation capacity will have to rise fourfold at least. In 2019, the number was 4,00,000. Moreover, since Australia re-opened its borders and commercial flights restarted, India has been the number two market. Earlier, it was number seven. Australia’s neighbouring country, New Zealand, is the number one market. Singapore, the UK, and the US round out the top five markets. China was earlier number one in terms of visitors to Australia, but it has been badly affected by the pandemic.

    Tourism Australia MD Phillipa Harrison said, “Come and Say G’day is unashamedly and unmistakably Australian. After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”

    The campaign activity will be further amplified by partnership activity with airlines, state tourism organisations, and key distribution partners, including Thomas Cook, SOTC, PickYourTrail, and Kesari Tours, among others.

    G’day, Indigenous cultures and peoples are at the heart of the story, and their warmth can be felt throughout, explains tourism in Australia. The musical score, written by Australian composers Jonathan Dreyfus and Amy Andersen, features Indigenous Australian musicians including William Barton, Frank Yamma, the Marliya Gondwana Indigenous Girls Choir, and the Iwiri Choir. Notably, the film features a fresh new cover of the classic Aussie song Down Under, which was produced in collaboration with Men At Work’s Colin Hay for the campaign and film.

    Harrison concluded, “Another hero of the campaign is the remake of the Australian classic song Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language from northeast Arnhem Land in the Northern Territory.”

    Tourism Australia regional GM South, South East Asia Brent Anderson said, “ The campaign is a genuine, warm Aussie welcome. It is about how the world sees us. What is appealing about us? We did a huge amount of research during COVID. Ruby is an absolute icon that cannot be used by any other country in the world. She comes through really quickly in the advertising. India, among other South and Southeast Asian (SSEA) markets have been critical in Australia’s recovery and I’m really excited to reveal our new campaign to inspire even more Indian travellers to explore Australia. Through Ruby and Louie’s adventures, we are inviting travellers to Come and Say G’day – where they can build new authentic connections with friendly Australian locals and communities, our incredible nature, wildlife, islands and beaches, and enjoy our delicious food and drink. We are ready and can’t wait to welcome back our valued travellers from India. We are excited to announce that we have Qantas as our major airline partner across multiple markets, including here in India. You might see Ruby hopping on a Qantas plane in the near future.”

    With issues like stagflation, inflation, the Russia-Ukraine crisis, and interest rates going through the roof, the world is a bit messed up. The world is a strange place. It needs a bit of laughter, lightness, beautiful scenery, and wide open spaces. That is the result of research conducted. Tourism Australia, he explained, studied what people look for in a vacation. Therefore, in the campaign, one sees things like wide open spaces. He said the campaign also focuses on the indigeneous experience. He added that the reason why India is the fastest growing market for Tourism Australia is that the Indian team pushes hard. There is also healthy competition from the Singapore team.

    He also noted that the department of home affairs’ personalised and streamlined visa services offered for corporate incentive travel and the ICC’s official travel and hospitality agents will ensure sustained growth when it comes to MICE arrivals as well as for the on-going T20 World Cup. There has also been a tripling of direct aviation capacity. Besides India the other markets that Tourism Australia invests money in include Singapore, Malaysia, Indonesia, Japan, South Korea, Hong Kong, Germany, France, Italy, the UK, the US and New Zealand.

  • Lloyd launches new campaign with Sourav Ganguly

    Lloyd launches new campaign with Sourav Ganguly

    Mumbai: Lloyd, owned by Havells India, has launched its first ad film with Sourav Ganguly, who was roped in as the brand ambassador earlier this year. The campaign is targeted at the West Bengal region.

    The film is intended to build trust for the consumer durable brand, highlighting the key product benefits and value in a highly cluttered market. Through this film, Lloyd is focused on driving differentiation and delivering on its brand promise of ‘Khayal Rakhenge, Khush Rakhenge’.

    The storyboard of the ad film takes an amusing route to hold the audience’s attention, wherein Sourav Ganguly engaged in a light-hearted banter with an enthusiastic salesman. The narrative evokes a sense of humour as the salesman tries to equate the Lloyd product performance with Sourav’s on field performances.  The film cements the brand promise by showcasing the superior features in a quirky way to create a strong brand connect.

    The new Lloyd campaign for West Bengal is being extensively covered in print, digital and below the line (BTL). A major print campaign in leading newspapers like Telegraph, ABP, Dainik Bhaskar has been rolled out. Along with print, digital has also been focused to promote the ongoing Shubo Durga Utsav on high traffic websites like Facebook, Youtube, IRCTC, Zee Bengali and ABP. For on ground promotions in stores activities across West Bengal are taking place, wherein consumers have a chance to win assured prizes and participate in bumper prizes including SUV and Lloyd products weekly.

    Lloyd executive vice president Rajesh Rathi said, “Our intent is to focus on communication which not only exceeds the work Lloyd is putting in to make differentiated products but also grows the trust in the Lloyd brand. We will continue to drive meaningful engagements to extend /widen our consumer connect and strengthen our presence in the region.”

    Speaking over the ad film release, Havells India executive vice president Rohit Kapoor said, “Our attempt is to bring our product closer to our consumers and make their lives easy and convenient. Our latest ad with Sourav Ganguly is our attempt to build greater trust and affinity for Lloyd. We are confident, with him as the face of the campaign, the consumers’ belief in the brand will grow manifold and help solidify our strategy of going deeper into homes”.

    Talking about the campaign launch, Sourav Ganguly said, “I am delighted to collaborate with a brand like Lloyd for their campaign promoting their incredible line of product with top-of-the-line features and superb quality. Lloyd has established itself as one of the most reliable consumer durable brands in India with its superior technology and I am honoured to be a part of a campaign that reiterates their promise of keeping their consumers as their first priority.”

  • Housing.com announces new ad campaign ‘ Parr…se Perfect’

    Housing.com announces new ad campaign ‘ Parr…se Perfect’

    Mumbai: Housing.com announced the launch of its latest TV and digital advertising campaign, “Parr…se Perfect.”

    With this new campaign, the company acknowledges that home buyers/renters or homeowners may end up not making a final decision to rent, buy, or sell for a variety of unique and personal reasons.

    The series of four ads was created by advertising firm McCann Erickson and is aimed at reaching over 100 million impressions, according to a statement from Housing.com.

    Housing.com, PropTiger.com, and Makaan.com Group CEO Dhruv Agarwala said, “We are really excited about our new ad campaign that captures the ethos on which Housing.com has been built—to facilitate the search and discovery for everyone till they find their perfect home. Our brand aspires to be a part of the consumer’s journey and provides them with maximum options so that they don’t have to settle for anything less than perfect.”

    With a clever word-play on the Hindi word Parr (which means “but,” referring to the many doubts that arise in the minds of anyone dealing with the question of property sale and purchase) in its slogan “Parr… se Perfect,” the Housing.com ad campaign showcases the real estate company’s basic principle of providing the maximum choices for homebuyers, owners, and tenants.

    Housing.com, PropTiger.com, and Makaan.com chief growth and marketing officer Snehil Gautam said,  “Through our brand-new ad campaign, we plan to send across a message to our audience that it is okay to have doubts when it comes to buying, selling, or renting a home. We all have doubts, and we shouldn’t bury them. At Housing.com, we are celebrating even the smallest of doubts as we are committed to providing maximum property options to home seekers and maximum customers to sellers and landlords.”

    Housing.com’s 360-degree campaign will help the company leverage high-impact TV, digital, and OTT platforms to capture more eyeballs with a blended media strategy.

    The campaign will be featured on live cricket and prime-time TV shows such as the T20 World Cup, Asia Cup, India vs Australia series, The Kapil Sharma Show, Kaun Banega Crorepati, Khatron Ke Khiladi, Indian Idol, Superstar Singer, and Jhalak Dikhla Jaa, as well as social media for a multiplier effect.

  • GUEST ARTICLE: Everything marketers need to know about optimising mobile OEM user acquisition campaigns

    GUEST ARTICLE: Everything marketers need to know about optimising mobile OEM user acquisition campaigns

    Mumbai: Mobile original equipment manufacturer (OEM) inventory is rapidly increasing, with a year-over-year growth of 3.8 per cent, and with shipments expected to reach 1.43 billion by the end of 2022. Within this space, brands such as Vivo, Samsung, Huawei, Xiaomi, and Oppo (which includes Realme and OnePlus) occupied 52 per cent of the global smartphone market share as of Q1 2022.

    The user inventory generated by these mobile OEMs provides a tremendous competitive advantage for budget holders, as it continues to scale for as long as smartphones dominate the telecommunications industry. In parallel, these giant companies have been developing new and better proprietary platforms and systems that support specific targeting and ongoing optimisation of their intrinsic user traffic.

    As a result, mobile OEMs are becoming one (if not the most) successful channels for mobile marketers to add to their marketing mix plans to achieve scalable and targeted user acquisition.

    Marketers should not miss the diversity and effectiveness of ad campaign optimisation capabilities provided by mobile OEMs.

    When mobile advertisers don’t see the right results for their campaigns, their first instinct is to pause the ad channels that are not meeting their expectations. However, as new inventory sources (such as mobile OEMs) provide a very granular range of optimisation options towards specific targets, learning and taking advantage of such features is crucial for the campaign’s success.

    From this perspective, to get better outcomes and higher engagements, mobile marketers should consider three layers of optimisation for their user acquisition (UA) advertising (ad) campaigns:

    1. Advertisement placement optimisation: Not all placements will drive the same level of quality. Advertisers need to look at which ad placements are driving quality users compared to others, and increase the bid for those placements so they can leverage more traffic. In addition, there are advertising placements that drive volumes but not quality, and those can be optimised by calculating the return on ad spend (ROAS) for a particular ad placement so they can decrease the bid and still get a positive ROAS result and retain volumes.

    2. Creative optimisation: When mobile advertisers are buying media, they need to prevent “advertising fatigue” and ensure that their users aren’t seeing the same ad multiple times, as it leads to them eventually not interacting with it. Therefore, an advertiser should always have three creatives running for A/B testing and constantly come up with new concepts. Hence, the engagement of the ad remains constant as users get to see something new each time the ad is displayed. The higher the engagement of the ad, the better the conversion rate and effective cost per install (ECPI) for the advertiser.

    3. Targeting optimisation: Some app stores also offer appographic targeting that helps app advertisers promote their apps to new users based on their unique app interests. It allows the advertiser to target over 200 appographic segments based on app interests and leverages audience insights beyond category and ownership, and all of this is user privacy compliant.

    Understanding how advertisers can optimise their advertising spend based on upcoming special promotions

    Timing, timing, timing!

    Advertisers looking to place their ads on mobile OEMs during the special promotions season need to start by planning way ahead. For example, if there is a shopping app that wants to run a campaign for promotional offers in a specific time period, they need to work closely and plan with their partner agency in order to leverage the right mobile OEM inventory mix.

    When the shopping app is featured within alternative app stores on any of these promotional days, then not only does the conversion rate go up, but overall conversion volumes also become higher, and this is when an optimisation strategy is key to achieving maximum success.

    Furthermore, if the shopping app has also been promoted through offline media and other networks such as TV and third-party ad networks, the effective cost per acquisition per user becomes much lower.

    Key takeaways for mobile marketers to consider for UA campaign optimisation

    Optimising efforts for app marketing can be challenging, but mobile marketers can certainly tackle such situations by focusing on a few things:

    First of all, they need to look at pricing based on quality. They should never remove an entire mobile OEM ecosystem because of quality. They need to be careful that app discoverability decreases if they pause the campaigns on a specific smartphone OEM. Therefore, they can always choose to negotiate price deals based on quality.

    Secondly, they should measure mobile OEM performance. Every mobile OEM has different levels of offering placements and inventories to get apps launched in their respective app stores since each is at a different maturity level in its offerings. Analysing which mobile OEM works best is the key to placing and winning bids for advertising user acquisition campaigns.

    Last but certainly not least, mobile marketers often tend to cannibalise when bidding for multiple inventories from their agency partners. They should choose one agency partner that acts as a single source of truth, specialises in mobile OEM inventory, and has close partnerships with those mobile OEMs. They need the know-how to deal with the individual platforms from launch to running user acquisition campaigns and optimisation.

    Adopting these success mantras can change the course of mobile marketers’ user acquisition goals ahead of this year’s festive season.

    The author of the article is AVOW co-founder Ashwin Shekhar.

  • OLX Autos launches its third ad film with Rohit Shetty

    OLX Autos launches its third ad film with Rohit Shetty

    Mumbai: India’s leading player in the pre-owned automobile segment OLX Autos, along with Bollywood director Rohit Shetty and actor Sharman Joshi have released their third ad film titled “Ghoomti Hui Car” under the ‘Shetty ke Car-Naame’ campaign.

    The third ad film in the series of four films, focuses around the value proposition of OLX Autos, offering the ‘best-price’ for pre-owned cars and conveys the delightful experience consumers can expect when selling their cars to OLX Autos. The campaign films are a humorous take on the common tropes found across Rohit Shetty’s movies, where cars are often shown performing a wide array of stunts and often forming the centrepiece of the movies.

    The new ad film titled – “Ghoomti Hui Car” plays on the trope of Rohit Shetty using cars that spin around or drift for an extended period of time often to mark the entry of a superstar actor in key scenes across his movies as demonstrated by Ajay Devgn’s entry in “Singham”. Rohit proposes the sale of the stunt car to Sharman Joshi, who portrays the role of an OLX Autos employee, who then delights him by offering the best price for the same.  

    The campaign conceptualised by Lowe Lintas Delhi once again resonates and showcases OLX Autos’ commitment to offering the  best price on any car that a consumer may be keen to sell.

    The final ad film in the campaign is scheduled to air in July 2022.  

    With a low per capita car ownership rate in India, pre-owned cars outpace new cars in terms of cars sold and are often the first set of wheels for many consumers. The supply for pre-owned cars stems from existing car owners. However, given the largely fragmented nature of the pre-owned car market consumers often face difficulties in realising the right price while selling their cars. The campaign seeks to highlight key offerings by OLX Autos, which aim at removing this information and access asymmetry with transparent evaluation process with no hidden charges, free inspection, seamless RC transfer and more.

  • RummyCircle unveils new TVCs featuring Hrithik Roshan

    RummyCircle unveils new TVCs featuring Hrithik Roshan

    Mumbai: Online skill gaming platform RummyCircle on Monday unveiled two new TVC campaigns featuring Bollywood star and brand ambassador Hrithik Roshan.

    The TVCs highlight the company’s vision to redefine online rummy and skill gaming in India. The new ads are based on overcoming the challenges in life, much like the game of Rummy, in a unique, fun and action-packed manner.

    The brand unveiled both new ads via a high decibel television commercial. The new campaigns demonstrate real-life scenarios where Hrithik is engrossed in the game of rummy and how he overcomes the challenges by being one step ahead. Hrithik will be seen in multimedia campaigns by RummyCircle, spanning across TV, digital and social media platforms.

    One of the ads- “Photoshoot,” as the name suggests, is set in a background where an action scene is shot but the harness snaps. Energetic in his demeanour, Hrithik works up a model with local props to make the shoot happen. Similarly, the other ad “Yacht” showcases how a well-lit background goes dark due to a power cut, but Hrithik finds a way to resume the celebrations in an even more interesting manner. Both the TVCs convey a powerful message that presence of mind paired with the right attitude can help deal with situations logically illustrates ‘Jo hoshiyari se khele, use jeetne se koi rok nahin sakta’ and inspires the audience to stay resilient.

  • Airtel Xstream Fiber’s new film by DDB Mudra aims to solve bandwidth issues

    Airtel Xstream Fiber’s new film by DDB Mudra aims to solve bandwidth issues

    Mumbai: Airtel Xstream Fiber has launched a new campaign to showcase its superior connection and service, which aims to solve bandwidth issues commonly encountered by broadband users. Conceptualised by DDB Mudra, the campaign has been developed to establish the product and its benefits in comparison with regular broadband services.

    Since the pandemic, every household has seen an increase in their internet consumption – for school, work, entertainment and more. However, with all devices connected to the same internet connection, bandwidth and connectivity issues are common. Backed by this insight, the campaign showcases an urban family’s dissatisfying virtual experience caused by a slow internet connection. The film ends as it explains the benefits of an Airtel Xtream Fiber connection.

    The campaign has been amplified on various consumer touchpoints including TV, print, digital, outdoor and cinema.

    DDB Mudra creative head – west Pallavi Chakravarti says, “On-off-on-off is a mantra no one wants to chant, but invariably does when living with poor broadband at home. If everyone in a family is plugged in, something’s got to give. We translated this pain-point into a fun campaign which paved the way for our solution to make a seamless entry and save the day.”

  • Blink Digital onboards Kalvi, introduces new tagline ‘Get Engineered Differently’

    Blink Digital onboards Kalvi, introduces new tagline ‘Get Engineered Differently’

    Mumbai: The globally acclaimed digital agency, Blink Digital, has united with Kalvi to flawlessly encapsulate what sets it apart and ties back seamlessly to the target audience and helps them curate a quirky tagline. The brand also partnered with Rithvik Dhanjani.

    The newly introduced tagline for the seed-funded educational startup was carried out through videos, banners and further amplification on social media platforms like Youtube, Facebook, Twitter and Instagram. They have also helped Kalvi to curate their tagline, after delving into deep research. 

    The partnership aims to weave the brand’s market positioning via ‘get engineered differently at Kalvi’ that can define the brand in its market segment. Blink Digital conceptualised and executed the campaign to assist them to create awareness amongst aspiring engineering students. 

    The tagline details Kalvi’s pioneering liberal engineering program that reimagines what a B.Tech degree can be, a first-of-its-kind, that guarantees students not just one-on-one mentorship with industry experts, but also placements with paid internships in top MNCs from the second year of the course itself. The venture is backed by industry experts & CTOs of top tech companies and delivers its promise through their proprietary platform called “quadrangle”. 

    A new start in brand positioning for Blink Digital, the agency created the positioning statements, taglines along with various banners and video assets highlighting the pioneering RTBs, using Rithvik Dhanjani for his credibility in the engineering category.

    Talking about the association, Blink Digital co-founder and COO Rikki Agarwal said, “We are delighted to be associated with Kalvi Institute for this campaign and look forward to continuing working with them on exciting problem-solving scenarios to spread the word about their mission to transform engineering education. The Blink team wanted to create a simple yet effective medium that was eye-grabbing yet informative. The team made sure it was in line with client briefs and reached the right audiences.”

    “We are happy to partner with Blink Digital and leverage its unique approach to meet our objective. They are assisting us across the full stack of marketing – starting from research & creatives to develop our position and tagline right through to media planning and execution to effectively reach & convert our target audiences. We are delighted with the service they have provided and the impact that it has had through this whole process.” added Kalvi head of growth Deepak Venugopal.