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Tag: ad campaign

  • Flamingo launches new ad campaign with Hrithik Roshan

    Flamingo launches new ad campaign with Hrithik Roshan

    Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has kickstarted a 360-degree campaign with actor Hrithik Roshan.

    The brand has launched three TVCs, with each TVC showcasing brand partner Hrithik Roshan using one of Flamingo’s hero products – Heat Belt, Knee Cap and Lumbar Sacro Belt (L.S. Belt). The campaign overarches the brand motto of ‘An Aid for a New Life’, and showcases its functional diversity as a health care solution with Hrithik using the Flamingo products to overcome situations of pain in his demanding professional lifestyle.

    With an initial concentration on developing brand awareness and recall, the communication of ‘An Aid for a New Life’ was aimed at establishing Hrithik as the face of the brand. This was followed by a thought provoking messaging ‘…But ultimately what matters is what you do’ in the second season which left the consumers with a decision to make between an existing practice versus a sustainable solution when encountered with pain.  The newly launched campaign thrives on the idea of ‘never say die attitude’ which is well expressed as ‘…par hum kabhi haar nahi maante’ in the 3 TVCs.

    Ascent Meditech VP Sales and marketing Rakesh Kumar said, “Our campaign, Actor ki Zindagi ho ya Aap ki…thrives on the diversity of the product audience. The campaign will strike the correct chord with millennials struggling with the hybrid work model as well as with homemakers who suffer from pain. The narrative and the finalised touchpoints also creatively capture a wider spectrum of audience demographics residing in Tier 1 & Tier 2 towns of India with creative messaging that speaks to the consumers on an individual level and provides them with a day-to-day pain tackling solution through Flamingo products.”

    Zip Zaap Zoom Productions creative director Roop Naik said, “The creative for Flamingo is true to the value of the products and their worth in our day-to-day life. With Hrithik Roshan as the brand ambassador, it gets more challenging to balance his megastar personality and brand communication. The sync has been perfect so far and each time you watch Hrithik the brand recall is immediate.”

    The new TVCs will be engaged via a 360-degree multi-media campaign that will engage the audience through diverse media interfaces such as television (across GEC, Movies, Music & News channels), print (in major dailies), digital (promotions over Social Media networks), BTL (activities will be executed in chemist shops across India) and DTH networks.

  • JBL says #MuteTheWorld in its latest digital campaign

    JBL says #MuteTheWorld in its latest digital campaign

    Mumbai: Global audio equipment company JBL has rolled out its latest digital campaign #MuteTheWorld. The campaign aims to drive awareness around JBL’s active noise cancelling (ANC) category, which allows users to mute the world and focus on things that matter to them.

    Conceptualised and executed by Havas Creative Group India, the ad series focuses on the visual manifestation of female power in a category, that’s otherwise dominated by men. Thereby, highlighting it as the brand of the future, that celebrates gender equality.

    The campaign includes four light-hearted, humorous films that demonstrate the benefits of the ANC mode in different real-life scenarios.


    Commenting on the creative strategy, Havas Group India chairman & chief creative officer Bobby Pawar said, “Many brands have created communication around Noise Cancelling, our challenge was how to do it very differently and in a manner that is ownable to brand. Our idea was to literally personify the technology as a strong, silent person whose mission is to silence sources of noise.”

    “Also, since I feel strongly about breaking stereotypes about how women are portrayed in advertising, we cast a powerful woman to play the role, instead of a man. Advertising plays a role in changing social perceptions, and I am delighted that JBL allowed us to marry the brand message with bold, engaging storytelling,” he further added.

    The campaign encourages consumers to block out their distractions, and not let anything come between you and your vibe. It will be seen on JBL’s social media channels along with other platforms, said the statement.

    Talking about the campaign, Harman India – head of marketing Yogesh Nambiar said, “JBL’s 75 years of audio innovation and creativity has led us to be the preferred sound companion globally, across segments. JBL has always believed in thinking differently, and #MuteTheWorld campaign is something that amalgamates well with our brand, and powerful enough to turn heads, make people sit up and take notice. We are glad to launch an off-beat campaign with HAVAS and debunk the conventional ways to encourage societal change.”

  • MX Player, Edukemy and Rusk Media team up for a short film

    MX Player, Edukemy and Rusk Media team up for a short film

    Mumbai: EdTech company Edukemy has collaborated with entertainment app MX Player and Rusk Media for a short film named When your Roommate is a UPSC Aspirant.

    The film-cum-ad campaign is created by Rusk Media and it revolves around two young UPSC aspirants (essayed by GenZ influencers – Keshav Sadhna and Parikshit Joshi) and their efforts to clear the highly competitive examination. It highlights how Edukemy plays a vital role in fulfilling the dreams of the aspirant by providing a high-quality personalised learning experience through an AI-Driven evaluation system, along with mentors who provide them the right kind of guidance.

    “We are delighted to partner with MX Player for this video series campaign,” said Edukemy CEO & co-founder Chandrahas Panigrahi. “The UPSC exam is one of the most prestigious exams in the country and we at Edukemy are focused on providing an uninterrupted learning experience by maximizing a student’s potential. Our courses are designed meticulously to address the gaps and requirements to enhance the overall learning experience.”

    “We are pleased to announce our collaboration with Edukemy, which is supporting many students preparing for civil service examinations,” said Rusk Media’s co-founder & CEO Mayank Yadav. “We admire their efforts to provide evaluation-driven pedagogy and personalized learning experiences to learners. We are thrilled to be working with MX Player to bring the kids’ lives and hardships to life. It was a pleasure to work with both organisations, and we look forward to continuing to do so in the future.”

    “We are delighted to partner with Edukemy and make an engaging sketch on how their immersive and personalized sessions help train the UPSC aspirants to clear the CSE examination,” said MX Player’s head of brand partnerships Pankaj Malani. “Rusk Media has beautifully brought alive the journey of working professionals who prepare for UPSC CSE that millions of Indians will be able to relate to. At MX, we strive to seamlessly connect the brand’s ethos to our large and diverse audience base and this short film is yet another example of the bespoke content solutions we offer brands/advertisers.”

  • Tata Wiron’s latest campaign #RozaanaKiDhun hails India’s resilience

    Tata Wiron’s latest campaign #RozaanaKiDhun hails India’s resilience

    MUMBAI: Steel wire manufacturer Tata Wiron has launched #RozaanaKiDhun, a digital film that gives a shout-out to the resilience of ordinary Indians.

    The two-minutes long film depicts how the spirit of ordinary people has kept the country’s economy up and running amid the pandemic when everything else seemed bleak and uncertain.

    The film, released on Tata Wiron’s Facebook and YouTube channels, has been conceptualised by the Company’s digital agency YellowBulbs and produced by the new-age content studio Fickle Formula. It features lyrics written by Varun Grover with Swanand Kirkire’s rendition, alongside the duo Mayukh-Mainak who composed the music.

    “Through #RozaanaKiDhun, we are celebrating the spirit of humans who continue to exude positivity and spirit despite challenges, even seemingly insurmountable ones like the pandemic,” says Global Wires India chief of marketing and sales Vivek Chauhan. “We see this reflected in our products as well – they enable resilience & strength in structures & ecosystems. Tata Wiron reaffirms its commitment to help strengthen, resolve and celebrate the hope of a brighter tomorrow.”

     “It was an exhilarating experience to travel the length and breadth of India to capture the everyday songs and silences – especially the quietude of inactivity – that slowly but steadily turned back into the melody that makes the country go round! The spirit of resurgence, revival, and optimism of every Indian is what #RozaanaKiDhun is all about,” says Fickle Formula co-founder Suman Sen, who has also directed the film.

    “#RozaanaKiDhun represents the soft yet strong voices of India’s small businesses and entrepreneurs who continue to hum the tune of life with unwavering enthusiasm and awe-inspiring positivity to keep the country going stronger and brighter on the path to progress,” says YellowBulbs co-founder and CEO Vivek Modi.

  • Tata Studi shows the right way to learn in its new ad campaign

    New Delhi: E-learning application, Tata Studi has launched a new ad campaign, positioning the platform as a ‘perfect’ after-school coach for students.

    Conceptualised by Gozoop, the campaign – Padhne ka Sahi Tareeka (the right way to learn’ highlights the functionality of the application and showcases the science of learning that helps a child become an independent learner. The app also lets parents know how their child is performing, through a feature called ‘Progress Tracker’.

    Tata ClassEdge, chief- B2C, Sachin Torne said, “We want to enable students to plan and schedule their studies across different subjects, learn systematically instead of cramming and rote-learning and use effective study strategies to confidently face exams. There’s a science behind effective learning and Studi packs in some of the best principles from this science.”

    The ad series is aligned to emphasise on dedicated facets provided by Studi, which is part of the Tata group and caters to CBSE students of Class 1 to 8. The campaign was released on both electronic and online platforms.

    “Parents want their children to be more independent in their studies. They want them to experience more, get inspired more, shine more – Studi is a means to that end – a coach in the life of the child where he / she can learn concepts that last for long,” said Gozoop, group director, brand communications, Megha Ahuja. “This campaign will capture many such stories and trace the trajectories of children and parents like you and me, who can benefit from edutech learning, but in the right way. Our aim has been to capture the same story throughout.”

  • We are here to empower, won’t judge anyone for their choices: Bhima Jewellers

    We are here to empower, won’t judge anyone for their choices: Bhima Jewellers

    MUMBAI: Kerala-based Bhima Jewellers has been getting lots of love on social media over the past few days, thanks to its new ad depicting the journey of a transgender woman. While most jewellery ads have the familiar set up of a daughter’s wedding to showcase their product, this one enters untested waters by featuring an actual transwoman, Meera Singhania, as the central character.

    The brand approached Delhi-based agency, Animal to help them narrate a unique story of breaking stereotypes in the relatively traditional jewellery business, creating a beautiful and moving film in the process.

    Bhima’s marketing manager Vinod Kumar G shared the brand’s intent behind this campaign. “Bhima turns 100 in three years, and we feel that as a brand with such credibility, we want to lend our voice to causes that matter today. This ad is special as it takes us through the journey of a transgender in today’s society – but focuses on the positive side. It ends on a rosy note, at her wedding, with her family behind her every step of the way.”

    22-year-old Meera’s own real-life experience of coming out, self-admittedly, was trauma-ridden and not so positive. Which only makes this film with its heart-warming, utopian family setup even more poignant and beautiful.

    Kumar adds, “What we want to convey through the ad is that whoever one chooses to be – man, woman, transgender – Bhima is there for you. We are here to serve and empower, not judge. We hope this helps to blur the lines that discriminate on the basis of gender, race, colour etc and families, and (consequently) societies become more inclusive in their thinking.”

    The ad with the tagline ‘Pure as Love’, showcases the struggle of a transgender person in coming to terms with their internal conflicts – of having feelings akin to a female while being trapped in a male body. Gradually, she comes to terms with her true self and is unabashedly able to accept herself for who she truly is. And even more significantly, she is unconditionally accepted and supported through every step of her self-discovery by her family.

    Brand consultant Ambi Parameshwaran feels this is a “very bold advertising by a relatively conservative brand.” The ad’s bold theme is expressed very tastefully and subtly, without excessive drama. “I admire them for taking on the transgender cause. Kudos to the people who made the film and hats off to the brand that tried to do something like this – which is quite different from the standard father-daughter, marriage kind of films. It is an admirable piece of work and I do hope it works for the brand.”

    He adds that because the brand is “largely Kerala-based, with an incredibly high literacy rate, remarkably high social tolerance and diversity – so this kind of advertising will probably work with the Kerala consumer. Perhaps more conservative consumers in other parts of India could find it a little disturbing.”

    There have been trailblazing adverts before too, which have tried in their own ways to pull down societal barriers surrounding gender and sexuality. The Vicks Vaporub ad released in 2017 which depicted the real-life story of a transwoman, Gauri Sawant, adopting a girl child is a case in point. Apparel brand Myntra too has done some notable ads portraying lesbian couples.   

    If one looks at the jewellery space, Tanishq has on occasions tried doing some unconventional creatives. A few years back, it successfully dealt with the ‘second marriage’ theme in another tastefully done ad. Recently, however, its advert revolving around the godh bharai of a Hindu woman in a Muslim family ran into controversy with many people calling for its boycott, till the brand succumbed to trolls and withdrew the ad.

    “One has to be careful before doing these things because we are living in highly sensitive times, when people get easily offended,” cautions Parameshwaran. “For that, Bhima Jewellers must be applauded for their courage and I hope consumers love the ad.”

    The jewellery brand, on its part, had been clear from the get go that it wanted a transperson, and not a cis gender person, to play the ad’s protagonist. Unlike mainstream media which erases diverse representation, Bhima Jewellers strives to stay authentic to the cause and represent the community the right way.

    Parameshwaran sums it up nicely, “What they are trying to say is Bhima understands love can transcend all barriers. So, if your son/ daughter is a transgender you can still love him/ her.”

    And that’s the ‘Pure as love’ messaging this inclusive, empathetic film hopes to send out to the universe. 

  • Amid Covid2019, ICICI Prudential touts ‘all-in-one’ term insurance

    Amid Covid2019, ICICI Prudential touts ‘all-in-one’ term insurance

    NEW DELHI: ICICI Prudential Life Insurance has launched a new multimedia advertising and marketing campaign to establish its award-winning term insurance plan ‘ICICI Pru iProtect Smart’, as the all-in-one term insurance product. This product provides a life cover for the financial security of the family and an option to choose critical illness cover for the policyholder, i.e. one product offering both a health and life cover. The campaign is built on consumer data which shows that Covid2019 has resulted in higher awareness and interest in life insurance.

    As India opens up and embraces the new normal, people are taking all necessary precautions to ensure their own safety and that of their loved ones every step of the way. The campaign showcases this change in consumer behaviour of being extra cautious not just in the present but also in planning for the future. 

    The TVC pivots through a series of everyday events in the lives of people such as using a toothpick to press the elevator button, maintaining social distancing in public places and adopting safety measures to secure themselves and their loved ones. It stresses the importance of caution at every step, especially when stepping outside the house. The film culminates with the consumer choosing the All-in-One term insurance plan to secure the family against future uncertainties.

    Manish Dubey, chief marketing officer, ICICI Prudential Life, said, "As people adjust to the new normal and get on with their lives, they are taking extra precautions to safeguard their health. Today, masks and sanitisers have become essential items of the household shopping list. Like masks and sanitisers, life insurance is now a must have in everyone’s safety basket. We must take precautions to deal with the present risk and also be prepared for tough times if they occur. The life risk during the pandemic has made consumers conscious about including term insurance in their financial portfolio.”

    The heightened need amongst consumers to stay protected, both in terms of their health and life is the genesis of this campaign. It conveys the compelling proposition of ICICI Pru iProtect Smart which provides all-in-one protection to consumers at a time when they are looking to provide a safety net for themselves and their families.

  • Shah Rukh Khan: King of Bollywood & brands

    Shah Rukh Khan: King of Bollywood & brands

    MUMBAI: That boyish charm, that dimpled smile, that romantic effervescence – Shah Rukh Khan has effortlessly won viewers' hearts, be it on the silver screen with his movie personas, or on the small screen with his brand endorsements.

    to the golden days of advertising.

    Here’s a look at the King of Bollywood’s journey as one of the most dynamic and bankable faces in ad campaigns:

    Videocon

    The young Indian side under the leadership of MS Dhoni won the ICC World T20 in 2007, and Videocon came up with this droll commercial featuring the Indian captain and SRK. The duo played long-lost brothers in childhood and have their real-life roles reversed. While Dhoni plays an actor, SRK is a cricketer!

    Byju’s

    Ed-tech company Byju’s has partnered with Khan to unveil their new offering – Byju’s Classes to parents across the country. In the campaign, Khan is seen essaying the role of a teacher to a group of parents and discusses the common worries they have regarding their children’s after-school tutoring needs.

    D’Decor

    Home furnishings brand D’Decor memorable campaign ‘Beautiful Homes tell Beautiful Stories’ was a series of short films featuring Gauri and Shah Rukh Khan. The brand marked 10 years of association with the couple with this campaign. The film transported viewers straight into Gauri and Shah Rukh’s living room where they’re celebrating their 22nd wedding anniversary.

    Hyundai

    Shah Rukh Khan has played an instrumental role in building brand Hyundai in a competitive market like India. He had a contract with the auto company from 21 April 2017 to 20 April 2019. This was his longest association with a brand. Here’s a look at King Khan’s ad for the auto company:

    LUX

    LUX has featured Shah Rukh Khan in their creatives for a long time. Among all the ads he has done with LUX, the most love he got from the audience was when actresses were seen assisting him into a bathtub.

    DISH TV

    DISH TV signed Shah Rukh Khan in 2007 for the first time. Since then, he is the face of the brand. During their decade-long association, he has played a key role in delivering DISH TV’s communication strategy.

    Denver

    Denver is another brand that has used the image of Shah Rukh Khan to promote its range of fragrances for men. He has been seen endorsing Denver deodorant in various marketing and promotional campaigns.

    Pepsi

    The Oye-Bubbly ad featuring Shah Rukh Khan, Sachin and Amitabh Bachchan created a storm in 2014. Ye Dil Maange More campaign is another example where Khan has successfully conveyed the beverage brand’s messaging in his signature style.