ITV

Tag: ad campaign

  • Bisleri focuses on 500 ml pack in new ad campaign

    MUMBAI: Packaged mineral water provider Bisleri has announced the launch of a new marketing campaign ‘Kiss to Drink’ for its 500 ml pack to focus on the bottle size which serves as a personal pack making it more convenient and hygienic for the consumer.

    The creative duties of the campaign have been handled by Soho Square while Meridian Communications looked after the outdoor promotions.

    The brand has rolled out the first three television commercials on digital space today and they will be going on-air on 7 April.

    Bisleri Marketing Head Shraddha Waikar Nathani told indianteleviison.com that the company is spending around 30 per cent of its total ad revenue for the year on this campaign which is targeted primarily at youth.

    This campaign is based on the insight that most of us do not prefer to drink water with our lips to a bottle, because it is often shared. The new campaign challenges this behaviour and exhorts the user to get his or her own bottle, as 500 ml is enough for a single user.

    The outdoor campaign will be launched across tier I and II cities in a span of one month starting mid-December.

    The brand will also be rolling out radio ads in around 10 to 15 cities including few tier II cities.

  • Blackberry’s new ad campaign says ‘Action Begins Here’

    Blackberry’s new ad campaign says ‘Action Begins Here’

    MUMBAI: Blackberry has launched a new campaign around the concept ‘Action starts here‘.

    The regionally developed brand campaign has been in the making over the past six months and involves strategic and creative ideation by both RIM and its creative agency BBDO. The TVC is produced by Asylum Films.

    In today‘s fast paced society, individuals are looking to progress, take action and to be successful. No one wants to be left behind; neither do they want to be waiting as everything should be in real time.

    The campaign showcases BlackBerry as an enabler of action and its strengths as a brand that supports individuals to get things done. It sends out the message that BlackBerry is for those who want more than just a smartphone. It is for people of action who put more into life to get more out of it.

    This resonates strongly with the brand, as the use of the red icon or the “Splat” is a symbol of action which is unique to BlackBerry. It is the symbol of a new message incoming as an icon of action. The splat is used as a rallying symbol for those who seek to action and find opportunities in any situation.

    The campaign will be unveiled across India through thematic lifestyle imagery that depicts people of action and BlackBerry devices that deliver to that promise.

    From print advertisements to retail elements, digital campaign, social engagement and a unique TV commercial, the message is clear that BlackBerry is a brand for the person of action.

  • Cricket to face-off with football in Pepsi’s new ad campaign

    Cricket to face-off with football in Pepsi’s new ad campaign

    MUMBAI: Indian cricketers will face-off with international football stars in Pepsi’s new campaign film as it takes the Twenty20 Football theme forward as part of its ‘Change the Game’ campaign.

    Pepsi ‘s campaign will feature Indian cricketing heroes Mahendra Singh Dhoni, Virat Kohli, Suresh Raina and Harbhajan Singh; along with the biggest global football stars, Didier Drogba, Frank Lampard and Fernando Torres.

    In the campaign film, cricketers throw a challenge at footballers to a game of cricket to win Pepsi, while the footballers show them how to play cricket – football style. The film captures the essence of ‘Change the Game’ with a foot tapping soundtrack, ‘Mauke Pe Chauka’.

    PepsiCo India Category Director – Colas, Hydration & Mango Based Beverages Homi Battiwalla said, “We celebrated the unorthodox face of cricket last year and gave the T20 twist to football this year; now we are bringing together both these sports on one common platform. Featuring the biggest names from the world of cricket and football, the campaign reflects our commitment to both the sports in our signature, ‘Change the Game’ way.”

    The campaign is supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging featuring and digital engagement programmes. The cola major is one of the broadcast sponsors of Max for the on-going IPL season.

    “With this latest Pepsi campaign, we are bringing the cricketers and footballers together for the very first time in the history of Indian advertising. It is a truly clutter breaking campaign, mounted on a mega scale. The idea is simple with the ‘Change the Game’ thought at its core,” added JWT India ECD Surjo Dutt.

    Pepsi recently launched its first football campaign in the country featuring actor Ranbir Kapoor, which was followed by a grassroots initiative, Pepsi T20 Football that takes football outside the conventional domain.

    Organised in a unique metallic cage, the initiative is being organised in major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi, with phenomenal response. A total of 8-teams, including one winning team from each city and one wild card entry will compete to emerge as ‘Game Changers’.

    They will then get the opportunity to be coached by an international football star before they face the Indian cricket stars for a game of Pepsi T20 Football at the Grand Finale.

  • Flipkart.com launches new ad campaign

    Flipkart.com launches new ad campaign

    MUMBAI: Indian e-commerce company Flipkart.com has launched a new marketing campaign with the tagline- ‘shopping ka naya address‘.

    Created by Happy Creative Services, the campaign aims to take online shopping to a wider audience, beyond metros. The campaign focuses on driving home some of the advantages of shopping on Flipkart like guarantee of original products, cash-on-delivery and the 30 day replacement policy.

    Flipkart has chosen the IPL as the launch vehicle of the campaign.

    Flipkart VP-marketing Ravi Vora said, “So far we were addressing a target group that had already shopped online and was aware of its nuances. Now, to further expand the consumer base, we are going to an audience that hasn‘t experienced online shopping at all. The objective here is to build basic awareness about online shopping, apart from reinforcing the benefit of trust and reliability.”

    Happy Creative Services CEO Kartik Iyer added, “It‘s always a challenge to do a follow up to a campaign that‘s been loved and spoken about. I think we have managed to do that pretty well taking the experience to a new level without diluting the message or alienating the new-to-ecommerce audience.”

  • Dalda edible oils makes TV comeback with ad campaign

    MUMBAI: Bunge India Private Limited, has unveiled an ad campaign to announce the launch of its range of Dalda Edible Oils in two variants – Refined Soyabean Oil and Kachi Ghani Mustard Oil.

    This campaign will be Dalda’s first foray onto television in a decade. Incidentally Dalda was the second ever brand to advertise on Indian television way back in 1939, states an official release.
    Explaining the rationale for making a comeback with a television campaign Bunge India Private Limited vice president Videh Jaipuriar said, “Dalda is a brand that the Indian consumer has always depended on and trusted throughout its 70 years of existence. With this campaign we are reinforcing the Dalda message of quality, taste and trust that now extends to our range of edible oils. This campaign also marks the entry of Dalda on television after a decade’s absence.”

    With this, Bunge attempts to provide the Indian consumer with an array of products under the brand Dalda, and promises to offer ‘The Same Pure Taste’ of Dalda savored by generations of Indians.

    In their latest campaign Dalda reiterates its presence in the edible oil market. The advertisement begins at a dinning table laden with food that looks dull and unexciting in a dark room. Enter Dalda Oil which rises like a sun through the window and with its rays transforms the food laid out into delicious mouth-watering savouries. The frame then dissolves and focuses on the Dalda Range of oils and the packs.

    The campaign for the Dalda range of oils was created by the creative team at Lintas.

  • Kotak takes ‘baby’ steps to stay ahead of the rest

    As more and more banks and insurance companies compete to give the ‘good old‘ customer a better plan, Kotak Mahindra Old Mutual Life Insurance Limited (Kotak Life Insurance) seems to have it all chalked out! A new brand campaign has been unveiled, and an investment of over Rs 150-200 million will be directed towards a strategic four-wave plan across various media to promote their fresh proposition.

    The campaign has been specifically designed to reflect what they refer to as ‘the new age customer‘ striving to stay ahead of life as a result of an inherent competitive spirit, (illustrated by a toddler), so the new tagline reads “Zindagi se ek kadam aagey.”

    The company is set to go the whole hog in adopting the four-phased approach. Kicking off the campaign is a TVC, which will be followed closely with print and radio in specific cities – a part of the first phase.

    Subsequently, localised advertising will be rolled out on outdoor and in-cinema across 20 cities. In the third phase, the campaign will move onto the internet with banner advertising and direct mailers.

    The last phase will see strategic tie-ups for interactive games on websites such as Rediff and Contest2win, as well as through SMSs. Promoting the new concept, the company also plans to play a key sponsorship role for the cricket World Cup ‘07.

    Following the phased roll out of the campaign across the country by January next year, the company may even consider setting up a community building phase through a micro-site.

     

    Speaking to Indiantelevision.com on the rationale behind the new brand promise, Kotak Life Insurance senior vice president marketing Rahul Sinha explained that the campaign is in line with three product launches, the first being the Headstart Child Plan to be unveiled in the next few days. This will be followed by two savings related products.

    Coming after the TVC, a fresh print campaign backed by the same idea is set to hit news publications within a week. Sinha added that the company was willing to “invest handsomely” on the campaign as it is representative of a more long term position.

    The key objective is to familiarise the TG to its new proposition which has now shifted Kotak‘s focus to a much younger group, primarily the middle to high income 28-35 year old married man. Since the prime concern among this group lies in building wealth, the campaign centres around giving the customer the assurance of protection and security.

    Previously, products offered from Kotak we aimed at the top and middle management affluent city dweller and therefore, campaigns folllowed logically. Targeted at an age bracket of 35+, the prime concern of this group is mainly ‘wealth maximisation‘.

    Sinha opined, “We believe that today‘s consumers are increasingly becoming more aware and discerning, and are actively managing their financial affairs. There is an ever growing need of finding the right financial plan so that he can provide his family a secure and worry free life. Kotak Life Insurance finds itself in a strong position to share its financial planning prowess and pragmatic advice with its consumer, to provide him with that extra edge in life.”

    The new campaign is based on the premise that life is a race. Not one that determines who finishes first… but a race that resembles a marathon! Taking the child as a reference point, the campaign depicts the varied challenges one is likely to face at different stages in life.

     

     

    The frame opens with a kid trying to move past a crowd of people on a bridge to reach the starting point of a marathon. The kid cautiously toddles through the crowd and meeting different people along the way. Emoting various feelings, a mix of happy and sad, he finally manages to reach the starting point, but in essence, a step ahead of others.

    Currently, this 45 second TVC is being featured across various television channels including general entertainment, news, business, sports and movies.

    “We have discovered that a new target group is emerging in small and big towns alike. The customer is looking for protection and our core parameter is advice. The tagline of the campaign resonates with that group,” Sinha says.

    The creative was handled by O&M, while Ram Madhvani from Equinox Films headed production.

    “We are confident that given our new range of products, 39 city reach backed by over 17000 Life Advisors and 300 Corporate Agents, we are in a position to offer our customers good value for money and a power packed product basket backed by a strong and exciting promise,” added Sinha.