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Tag: Ad Campaigns

  • Star power dominates ads: Celebrity endorsements surge in 2024

    Star power dominates ads: Celebrity endorsements surge in 2024

    MUMBAI: Celebrity endorsements remained the lifeblood of India’s advertising world in 2024, proving once again that a star-studded ad is worth its weight in gold. While brands pull every trick in the book to grab eyeballs, Indian cinema icons, cricketing heroes, and TV stars effortlessly steal the show. Because let’s face it—if Shah Rukh Khan tells you to buy a biscuit, you probably will.

    The latest TAM AdEx-Rewinding year 2024 for Celebrity Endorsement spills the tea: celebrities shone in 30 per cent of all TV ads, with male film actors leading at 42 per cent. Star power isn’t just a marketing gimmick—it’s the secret sauce to making brands unforgettable. From daredevil action heroes to six-hitting cricketers, these celebs know how to work their magic.

    The numbers tell an interesting story. Celebrity-led ad volume grew three per cent in 2024, though overall, the past three years saw some dips—down eight per cent in 2023 and six per cent in 2024 compared to 2022. Yet, brands are still betting big on famous faces.

    The IPL season acted as a turbo boost, making April–June the golden quarter for ad volumes. If you watched TV, you likely saw Akshay Kumar’s megawatt grin or Shah Rukh Khan’s signature charm pushing a product your way. Resistance was futile.

    What’s hot? Over the 50 per cent of celebrity-endorsed ads that belonged to three dominant sectors:

    . Food & Beverages (24 per cent) – Because who can resist a snack endorsed by Indian cinema royalty?

    .   Personal Care & Hygiene (17 per cent) – Grooming advice from a glamorous star? Say no more.

     .  Household Products (11 per cent) – Even A-listers appreciate a squeaky-clean home.

    Well who ruled the ad space? Some faces were simply everywhere. Akshay Kumar clocked in a mind-blowing 20 hours per day of ad visibility—essentially living in commercial breaks. Meanwhile, M.S. Dhoni played a different kind of innings, endorsing a whopping 52 brands like a true business strategist. And in the product category race, E-commerce Gaming emerged as the big winner, attracting the highest number of celebrity endorsements. Looks like stars aren’t just playing games on screen—they’re cashing in on them, too.

    Brands love a power couple, and 2024 was the year they proved their worth. Leading the romance-meets-commerce charge were Akshay Kumar and Twinkle Khanna, holding a 17 per cent share of celebrity couple endorsements. Not far behind were Ranbir Kapoor and Alia Bhatt (14 per cent), followed by the ever-charming Anushka Sharma and Virat Kohli (13 per cent).

    Together, these dynamic duos helped drive 50 per cent of all celebrity-led ads, proving that love might be priceless, but in the advertising world, it’s an absolute goldmine. When an Indian cinema star and a cricketing legend sell you something together, how can you possibly say no?

    Also, It turns out, men and women have their own advertising niches. Male celebrities dominated Food & Beverage ads (59 per cent), while female stars ruled Personal Care & Hygiene (67 per cent)—because let’s face it, no one wants beard oil tips from Kiara Advani, and Alia Bhatt recommending a spicy chicken burger might feel oddly suspicious.

    Meanwhile, the Agriculture, Telecom, and Media sectors remained a male-only club, as if female celebrities don’t know how to answer a phone or grow crops. Maybe it’s time to shake things up and give the audience a little variety. Just imagine Deepika Padukone selling tractor insurance—now that’s a campaign we’d love to see! Just a thought.

    Final takeaway? Celebrities still rule! No matter how much the ad world changes, one thing stays constant—celebrities run the show. Whether it’s an Indian cinema megastar, a cricketing legend, or a TV heartthrob, brands will always bank on their charm. Love them or roll your eyes, celebrity ads are here to stay—because let’s be honest, they work.

  • V-Guard’s new year TVC champions equality with over 18 million views

    V-Guard’s new year TVC champions equality with over 18 million views

    MUMBAI: As the world ushered in 2025 with fireworks and resolutions, V-Guard Industries lit up the airwaves with a television commercial that wasn’t just another ad but a heartfelt plea for equality.

    In a world often divided by wealth, colour, and creed, the campaign painted a poignant picture of unity and acceptance. With stirring visuals and an emotive narrative, the ad has struck a deep chord, amassing over 11 million YouTube views and 7.7 million Instagram engagements—a testament to its powerful message.

    Have you ever wondered how something as simple as pure water can symbolise something as profound as equality? V-Guard’s latest campaign answers this by seamlessly linking its advanced water purifiers with the purity of thought—a foundation for inclusivity and equality.

    The TVC, conceptualised by V-Guard’s integrated agency Ralph&Das, delivers a narrative that equates the purity of water, essential for all Indians, to the purity of the mind required to embrace diversity. By doing so, it aligns perfectly with the brand’s ethos of “Bringing home a better tomorrow.”

    In a society striving for equality, could this be the perfect reminder of how empathy and understanding start at home?

    V-Guard Industries brand & communication head Nandagopal Nair shared his thoughts on the campaign,  “At V-Guard, we believe in creating not just products but meaningful connections that resonate with the values of a progressive society. Our latest digital film is a heartfelt narrative that underscores the importance of embracing diversity and fostering equality in dignity and respect for all. As we move ahead into the New Year, we hope this film inspires audiences to champion inclusivity and celebrate the beauty of humanity in all its forms.”

    This campaign underscores V-Guard’s commitment to both social impact and delivering innovative solutions for everyday living.

    Ralph&Das director & chief creative officer Anil Ralph Thomas, who wrote and directed the ad, explained,  “The idea of this film was not necessarily to endorse any orientation or life choices but to simply impress upon the fact that be it respect or equality, everybody has a right to it, despite their life choices or orientation. And to believe that or act upon it requires purity of thought. V-Guard, a brand that believes ‘Everybody deserves a better tomorrow,’ is well placed to extol the virtues of purity of thought and action, subtly linking it to its water purifiers.”

    Ralph&Das chief operating officer Kaustav Das added, “This was an attempt to rise above the category conversation and reiterate the V-Guard Masterbrand’s promise of ‘Bring home a better tomorrow’ in a larger social context. For a better tomorrow, we first need a just and equitable society, devoid of biases.”

    What role can brands play in shaping a more inclusive society? V-Guard seems to have found its answer.

    The ad’s widespread success highlights its relevance and impact. Its compelling message has not only reached millions but has also sparked conversations about the essence of equality.

    Amidst a backdrop of hope and renewal, V-Guard’s campaign serves as a reminder that equality is not just an ideal but a birthright—a sentiment that transcends ideologies and speaks directly to the soul.

    vgaurd

     

     

  • Morphy Richards launches ‘Oh So Rich’ campaign for personal grooming line

    Morphy Richards launches ‘Oh So Rich’ campaign for personal grooming line

    Mumbai: Morphy Richards –India’s leading premium kitchen and domestic appliances brand, has announced its entry into the personal grooming and styling products category. Driven by the purpose of ”Happiness Engineered,” Morphy Richards caters to the consumer’s need for intuitive, user-friendly products that deliver happiness through product design and functionality.

    The brand launches a series of digital films under the “Oh so rich” digital campaign which teases the viewers with glimpses of the new personal grooming range of products. The range of products will cater to men and women and includes trimmers, body groomers, hair dryers with diffusers, and hair straighteners available in rich colours and dynamic designs. The price range starts from Rs 699/- across online platforms and offline stores and is already a cult favourite.

    Commenting on the category launch, Bajaj Electrical Ltd COO – consumer products business Ravindra Singh Negi said, “Self-care and grooming are some of the biggest trends we’re seeing among young Indian consumers, with both women and men making it a part of their daily routine. When we spoke to our consumers, we realised that while the outcome of grooming is an external appeal, the process is very intimate and personal. Morphy Richards is known to offer functional and aesthetic products that add happiness to everyday life. Our robust products, thoughtful simplicity, and originality in design will be the core differentiators. With the festive season around the corner, these products make perfect gifts as well – with the range catering to men and women cutting across various price points to fit every budget.”

    Morphy Richards is a legacy, a story of engineer meets salesman, technology meets humanity, and function meets form. Driven by the purpose of ”Happiness Engineered,” Morphy Richards caters to the consumer’s need for intuitive, user-friendly products that deliver happiness through product design and functionality. In 2022, they extended their trademark agreement for 15 years to continue producing, marketing and selling the home appliances in India and neighbouring territories.

  • Ekalavya Bhattacharya appointed Offbeet Media Group’s chief digital officer

    Ekalavya Bhattacharya appointed Offbeet Media Group’s chief digital officer

    Mumbai: After successfully launching and running the OTT platform of Balaji – ALT Balaji, Ekalavya Bhattacharya has joined the new age media and content company, Offbeet Media group to set up and lead the esports and web3 verticals for the group. With this move, FusedBulb, a creative-tech company started by Bhattacharya that offers web3 and blockchain strategy, would also be merging into Offbeet Media.

    He joins Offbeet Media after a stint at Alt Balaji as chief strategy officer & creative director. Prior to that, as MTV India digital head, he was also instrumental in charting the map for the digital and social growth for MTV India with many award winning campaigns and properties to his credit.

    “The gaming industry today, globally, is bigger than movie + sports combined. It’s growing rapidly across mobile, PC and console markets in India as well. Within gaming, esports is capturing the imagination of everyone in the media industry and is the most attractive route to connect with GenZ and millennials today. With streaming and game-casting audiences growing month-on-month, this is a super exciting space to be in! We want to set up India’s most definitive Esports Academy and be the leaders in the event space for competitive gaming!” he said.

    He will also be setting up the web3 vertical for the group. “Web3 is the natural progression for the evolution of the web. The opportunities in the Metaverse, decentralised eco-systems, NFTs and blockchain tech is endless. Right from consumer engagement, immersive experiences, efficiency in supply chains, Web3 is the way to go and we are excited to be the go-to guys for brands in this space,” he said.

    Offbeet Media Group founder & CEO Jaideep Singh said “At Offbeet we have been continuously evolving and expanding, entering into new streams of business lines in sync with our vision of being a New Age media and content company and we are super excited to have Bhattacharya joining us. He will bolster our business offering and overall capabilities in the digital footprint across all our rapidly growing business lines.”

  • Cricketer Cheteshwar Pujara joins FantasyDangal as brand ambassador

    Cricketer Cheteshwar Pujara joins FantasyDangal as brand ambassador

    Mumbai: Fantasy sports platform FantasyDangal has announced the onboarding of cricketer Cheteshwar Pujara as its brand ambassador. With the collaboration, Pujara will appear in upcoming campaigns and promote FantasyDangal as an established fantasy sports platform.

    Pujara is the second-fastest Indian to reach 1,000 test runs. He has scored 6,792 runs in 96 Tests, including three double centuries and 18 centuries. In India’s first Test Series victory on Australian territory, his three hundreds helped him win the Man of the Series title. He has been a pillar of the Indian batting order for the most of the past ten years.

    A batsman of rare disposition, with his love for grinding down attacks, Pujara has been India’s preferred one-down batsman for years. He is also known for his unbelievable attributes of dependability and trustworthiness in the Indian cricket scene. Hence, the partnership between the batting stalwart and FantasyDangal will bring an influx of sports enthusiasts to the platform and further cement the platform’s position as one of the country’s most trustworthy and user-friendly fantasy sports platforms.

    The company has also launched a customer loyalty programme, under which participants in fantasy sports are eligible to take entirely sponsored trips outside India for free. In addition to the numerous benefits associated with playing on FantasyDangal, users also enjoy the benefits of lightning-fast withdrawals to enjoy their gameplay.

    Speaking on his appointment, Pujara commented, “Sports enthusiasts are increasingly embracing fantasy sports in the country. With FantasyDangal, you are not just playing for entertainment but also learning how to master fantasy sports. As a brand ambassador, I am excited to collaborate with such a dynamic company.”

    As a fast-developing fantasy sports platform with over two million current active users, FantasyDangal aims to become India’s next-door online fantasy sports paradise. With cricket and kabaddi in its existing catalogue, it plans to add new sports to its repertoire, like football and basketball, in the coming days. Other than classic fantasy, they also have batting, bowling, and innuendo fantasy. The platform provides second innings fantasy with a twist where one needs to select only seven players, which involves strategy compared to selecting eleven players.

    Apart from this, they have a loyalty programme in the industry called the Dangal MVP (most valuable player) programme, which involves cashbacks, rewards, and fully sponsored international trips for the users. Trips abroad and live match experiences from the stadium make this programme unique, where users can experience seeing matches live on their app.

    FantasyDangal business head Ankit Anand said, “Cheteshwar Pujara has set some unmatched records in global cricket and is regarded as one of the best batsmen. Besides being a world-class player, he also represents trust and reliability in Indian cricket, which ties in seamlessly with FantasyDangal’s ethos. Our connection with him sets us on a journey where we picture perfection due to our never-ending efforts to excel in our field and provide the best experience to our dedicated users.”

  • India’s Leading Digital PR Agency Teamology Is Setting New Benchmarks in Ad Campaigns

    India’s Leading Digital PR Agency Teamology Is Setting New Benchmarks in Ad Campaigns

    As everyone acknowledges, Digitalization and Technology are amongst the most significant inventions and development of the human race. It has made our lives comfortable and provided us with more time for other things we want to pursue in our lives. However, the importance of the digital space has also put on us the pressure to have a clean and successful online reputation for the audience and clients to trust us. But, it is not an easy task. This is when the Digital Marketing Agencies come to our aid to help us build and grow our brands and businesses in the digital space without any black marks. Teamology Softech and Media Services is one of the well-known and successful Digital Agencies that focus entirely on the client’s growth and development rather than just gaining profit.

    Teamology was established by Gulrez Alam and Md Badshah Ansari, Directors and Founders of this Digital Marketing Agency. Teamology help their clients establish their brands by disseminating their messages through various channels of communication in multiple Indian languages. As a result, the brand reaches far and wide and contributes in the economic growth and adoption of goods, services, opinions and ideas. Our strategic brand promotion results in brand reputation, search engine optimization, and global outreach.

    The strategies and ad campaigns created by them have set new standards for the other digital marketing agencies competing with them. After their intervention and contribution, the companies have seen immense growth in their businesses and tremendous response from their clientele and audiences. The team working behind the scenes is full of professionals and experts. Once the client has given them the task, they have nothing to worry about as it is in the best hands.

    Teamology has worked with numerous individuals and organizations to help them reach new heights in their businesses and up their social game. They have run some of the major and noteworthy adcampaigns for RD Electronics, Recruitment Mantra, USA based Donor Box, RVCJ originals series Khatta Meetha, Talk ESport and many more. On the 9th of February 2022, they received a prestigious award from the governor of Maharashtra in Maharashtra Gaurav Awards held at the Raj Bhavan. From solving problems to creating strategies, they have expertise and experience in every aspect of Digital Marketing. The positive feedbacks and high praises from their clients prove their excellent work. Their goal is to make the process of growth and the path to victory a little easier. Teamology is one of the very few companies operating solely for your benefit and success.

  • Throwback Thursdays: A look back at game-changer ad campaigns over the years

    Mumbai: IndianTelevision.com kicks off its Throwback Thursdays series where we go into flashback mode to revisit brilliant ad campaigns created over the years – one campaign at a time. Be it in Print, Television, or Digital (in the recent past)- the medium is irrelevant so long as the messaging was crystal clear and the execution fantastic.

    And what better campaign to kickstart with, than one considered by many ad gurus as one of the greatest ad campaigns of all times – and one that broke new ground and changed the rules of the game.

    It’s the 1960s ‘Think Small‘ ad campaign for the Volkswagen Beetle.

    Product: Volkswagen Beetle car

    Agency: Doyle Dane Bernbach (DDB)

    Country: United States

    Year: 1959

    Think Small was one of the most famous ads in the advertising campaign for the Volkswagen Beetle, art-directed by Helmut Krone, the copy written by Julian Koenig.

    However, there was nothing small about the campaign’s aspirations!

    Consider this. The first Beetles arrived in the United States in the 1950s. Volkswagen had hired the Doyle Dane Bernbach (DDB) ad agency to create a campaign that would introduce the German car to the US market.

    A lot was working against the Beetle. It was small and plain in comparison to the big, flashy cars that Americans were obsessed with, at the time. Also, it was awkwardly shaped (which later led to it being dubbed the “Beetle”). And to make matters worse for its sellers, this was at a time when following World War II the anti-German sentiment was at a high. The initial reception to the car was expectedly lukewarm.

    Here’s how an ad agency changed the car’s fate.

    In 1960, DDB launched a game-changing campaign called “Think Small”, that promoted the car’s diminutive size as a distinct advantage to consumers.

    The black & white campaign encouraged drivers to “Think Small.” DDB revolved the print campaigns around the car’s ‘small’ form and focussed on minimalism. It contradicted the traditional association of automobiles with luxury and big size, keeping simplicity at its core.

    This is why most of the print ads from this campaign and others that followed had a lot of empty white space with a small, stark picture of a Beetle, followed by a copy that matter-of-factly listed the compact car’s advantages in an irreverent, even self-deprecating manner.

    Each ad that followed in the series stood on its own, highlighting the car’s strengths while not trying to hide its possible weakness. And they were so cleverly done that they left the readers keen to watch out for the next one.

    Even more notably, the ads were modestly unpretentious and emphasised as much on the intelligence, frugality, and essence of the Beetle’s buyer as they did on the car itself. The smart copy asking ‘Do you earn too much to afford one’, is a case in point- implying that don’t let your money (or its excess thereof) come in the way of buying a good car!

    This tone of dry humour became a hallmark of Volkswagen Beetle ads, even later in its Television commercials. The ads effectively made the case for why owning a small, oddly-shaped car (in other words: thinking small) actually made sense, managing to show the consumer the bigger picture.

    And the rest, as they say, is history or rather the stuff that advertising lore is made up of.

    The Volkswagen Beetle Print Ads shook the automobile industry and the marketing landscape of the 1960s and over the next several years, VW became the top-selling auto-import in the US.     

    Doyle Dane Bernbach’s Volkswagen Beetle campaign was ranked as the best advertising campaign of the twentieth century by Ad Age, in a survey of North American advertisements.

    The distinctive but simple print campaign and the equally brilliant ones that followed it, brought widespread attention to the car, imbibing the Beetle in pop culture for years to come.

    It did much more than boost sales and build a lifetime of brand loyalty. The ad, and the work of the creative minds behind it, changed the very nature of advertising, becoming known as one of the most legendary campaigns of all time.

  • Brands take digital route for Diwali ad campaigns

    Brands take digital route for Diwali ad campaigns

    NEW DELHI- Diwali – the biggest festival that’s celebrated across India. At this time, celebrations are in full swing with everyone decorating their homes, exchanging gifts, indulging in delicacies and sweets, and spreading love and happiness.

    However, the festive season is different this year, due to the Covid2019 pandemic. Though peoples’ spirits remain undampened, the celebrations will be a bit muted. To brighten up the festive mood, brands across categories like FMCGs, consumer durables, smartphones, automobiles, and others have launched ad campaigns, with the message of empathy and spreading joy front and centre.

    We at Indiantelevision.com have created a list of such campaigns:

    Lifestyle 

    Lifestyle India has launched #DilSeDiwali festive campaign inspired by the joyful feelings that the festival of light ushers in. The campaign takes a leap from 2019, to capture the heart of the celebrations in the context of recent times where everyone is looking forward to dressing up and dispel the gloom by celebrating Diwali in their own unique way.

    This year, there will be many kinds of Diwali celebrations. There will be the ones who will keep the celebrations small and ones who will build on the festive occasion as an opportunity to reach out to their near and dear ones and share the spirit of the festival. Lifestyle’s new campaign considers all these different individual ways of celebrations, encouraging people to spread the brightness and joy in their own way. The campaign consists of two digital films with two-part storytelling, with two different Diwali Celebrations, accentuated by a memorable song. Young, vibrant and engaging, the film delivers the message of “celebrating the way your heart wishes” in a fresh new way.   

    Grofers

    To support local artisans whose livelihoods have been severely impacted by the Covid2019 pandemic, Grofers has enabled local potters to sell their diyas on Grofers. The initiative called Ek Diye Se Do Ghar Roshan (One lamp lights up two homes) encourages consumers to shop for diyas made from local potters during this festive season, which can help lighten up Diwali for more than 200 potters and their families across Delhi, Gurgaon, Noida, Bangalore, Mumbai and Kolkata. The company will absorb the cost of delivery of the products and also ensure that 100 per cent of the contributions go directly to the potters.

    Mankind Pharma

    This Diwali, Mankind Pharma has come up with a campaign that emphasises on #SpreadingKindness and narrates the message of how kindness resides in all of us, we just have to find it for others.

    The campaign is built on the importance of kindness and helping others in need and aims to encourage people to spread brightness and joy in others’ lives.

    The video campaign reflects the story of a restaurant owner who has always always extended a helping hand to those in need. It then leads to the current situation where his wife is extremely unwell and how it has drained him of all his resources and it pushes him to sell his restaurant to make ends meet and pay for the medical bills. The video ends by showing a young guy who comes to his rescue by buying his restaurant and surprises him by gifting it back to him.

    Tata Motors

    Tata Motors rolled out the ‘Silent Diwali Film’, encouraging viewers to celebrate a silent, safe and pollution-free festival of lights with their loved ones. The video encourages people to protect the environment by opting for an electric mobility solution as a step towards building a sustainable future for India. Highlighting one of the important features of an electric car i.e. curbing noise pollution, this film draws attention to the underlying message – ‘the loudest statement will be the quietest one’.

    The video begins with a young girl giggling at the excitement of lighting a firework. On the contrary, the second scene cuts to the chakras of nature spinning while pots of flowers are exploding into thin air, emphasizing the fact that nature suffers the consequences when human actions such as bursting firecrackers pollute the environment around us. Amidst all the noise showcased in the video, the final scene shows footage of India’s best-selling electric car, the Nexon EV, as it drives quietly with only a soft hum without contributing to any noise to its surroundings. An important point to note in this video is that the sound of the bursting crackers is replaced by the sounds of nature.

    Paytm

    Paytm launched an emotional digital ad film around Diwali celebrations. The film is receiving an overwhelming response due to its real slice-of-life depiction, at a time when many Indians are unable to meet their families or travel this festive season due to the pandemic. 

    This film captures the Indian sentiment around Diwali and how one can share happiness using Paytm with their loved ones, even from a distance. It is an extension of the company’s ongoing TV campaign highlighting the seamlessness of instant bank to bank transfers through the Paytm app. The TV ads had depicted various scenarios, ranging from a wedding ceremony to an everyday situation of a landlord and tenant, striking a chord with millions of Indians. 

    Haier

    In its new digital film #LightUpAHeart, Haier celebrates the life of office people who work closely together but have drifted apart due to remote office and work from home setups. The ad seeks to play a vital role in nurturing office relationships and rekindle Diwali festivities with colleagues who despite efforts are not able to meet and celebrate the festival of lights together this year.

    Through the campaign, the brand highlights how offices become a second home for office goers and how bonds transcend professional ties to become personal.

    Vivo

    Vivo India released a heart-warming campaign #SmileWalaDiya to celebrate the festival of Diwali. Based on Vivo India’s brand proposition of ‘Delight Every Moment’, the ad captures the nuances of the prevailing situation; the difficulty and stress that our dear ones have been facing in one of the toughest years of history. Through the #SmileWalaDiya campaign, the brand reminds us that one thing we can easily do amidst adversities is spreading smile and delight.

    Through a thought-provoking video film, Vivo depicts the excitement of Diwali, the expectations a child has juxtaposed against the pressures faced by his father in the current backdrop of struggling businesses and tightened purse strings. Then, his other friends come together, surprise him, and cheer him up by undertaking cute, innocent acts like only children can. The film is a beautiful reflection of how, by just going the extra mile, we can all spread joy and delight every moment of our friends and family.

  • Swiggy launches fourth delivery partner-centric campaign

    Swiggy launches fourth delivery partner-centric campaign

    MUMBAI: Food delivery platform, Swiggy has launched the fourth video in its series of partner-focused campaigns with the intent of enabling consumers to empathise with Swiggy’s delivery partners and highlight the dignity of labour in what they do. The campaign has been conceptualised in-house.

    The #WhatsInAName campaign video aims to sensitise the consumers about how very often, albeit unknowingly, they tend to overlook the human element in their daily transactions with delivery partners.

    Swiggy VP marketing Srivats said, “Lakhs of Indians interact with Swiggy’s delivery partners each day. Our partners take unknown turns to reach unknown lanes to meet strangers with a smile on their face. The irony: they always remain unknown to consumers, very often just referred to as “Swiggy.”

    He added, “With the #WhatsInAName video, we want to change that and bring more dignity to the job our hunger saviours do. We’re glad that the video has struck a chord with so many users and hopeful of a day very soon, when our partners are acknowledged with their name and unique identity.”

    Conceptualised in-house, the video seamlessly blends a layered narrative about one’s identity. It showcases an intriguing flashback about the delivery partner’s name, and juxtaposes it in the present day, wherein it has become a practice to address them simply as “Swiggy”. The video, through Swiggy’s trademark understanding of consumers and delivery partners, conveys a powerful message that delivery partners – like each one of us – have a name and unique identity that they would like everybody to acknowledge.

    Dentsu Webchutney account director GD Prasad said, "Service industries have, until now, focused only on their end customer. However, another very important human element in this is the ‘supply chain’ – the delivery partner. From this human standpoint, this campaign sets a precedent for the industry – that delivery partner loyalty is as critical to a company’s growth as customer loyalty. We are investing in the power of human emotions with content across multiple, relevant touchpoints so delivery partners feel loved, recognised and respected for their unflinching efforts."

    Proir to this, Swiggy had also released a poignant tribute to the delivery partners on their fourth anniversary, recognising their contribution in making Swiggy a household name. The brand’s Diwali video explored another aspect of the journey of delivery partners, with the idea of giving back being at the heart of it. Its third video highlighted the importance of delivery partner safety. These three videos were conceptualised by Dentsu Webchutney.

  • Three ad campaigns to watch out for on Republic Day

    Three ad campaigns to watch out for on Republic Day

    MUMBAI: Marketers are forever in search of new engaging ways to connect with consumers, but consumers, at the end of the day, are people. In India, the word ‘people’ has a varied connotation with the country having a population of over a billion, nestling several languages, religions and cultures. Hence a message targeted at a few million might not connect with the rest. 

    While the Indian calendar is checkered with festivals that trigger traction from several millions, there are few things that connect the 1.8 billion as one like cricket, a national crisis or even our pride as Indians. 

    Creatives understand this well, and have time and again thrilled, moved, excited and even tickled us with these instances of Indian-ness. This Republic Day too, there are a handful of brands riding the patriotic wave and delivering some version of the many facets of what makes us Indian. Indiantelevision.com handpicks a few for our readers.

    9XM’s #OneDreamOneIndia

    A Republic Day video preaching religious harmony has been done to death and therefore is commonplace. But what about a video that reflects unity of several political ideologies? That is exactly what we see in this 90-second video where actors — who are clearly depicting stalwarts from major political parties in India — join hands to stand up against any threat to the nation. Going on air on 25 January, the ident ‘OneDreamOneIndia’ is sung by JSL Singh and Ranjit Bawa capturing the nation’s spirit of unity and freedom. The ident will be promoted across social media platforms and YouTube. After laughing at several newspaper cartoons that make fun of the rivalry between the national parties, and cracking up at their puppet parodies on television and digital medium, this new initiative from 9XM comes as a breath of fresh air.

    Gaali Free India

    Our constitution grants us free speech and by virtue of it we are free to use the language we choose, even if it is vulgar. But have we stretched our freedom too far to notice that ‘gaali’ has become part of our vocabulary? A question Water Communications’ founder and director Vandana Sethhi asks the nation through an innovative campaign.

    Inspired by Prime Minister’s ‘Swachh Bharat’ initiative, the campaign gives an interesting spin off and seeks cleanliness in speech. 

    Videocon: FlagOfChange

    The tricolour of Indian national flag evokes several emotions. It also carries the burden of several freedom fighters who gave their lives to gift us this day when we walk free with pride. It also carries the pride of the leaders of that time who gave their blood and sweat in building the Constitution. And yet we see many amongst us who take this for granted and bring down the decades worth of effort in a minute by giving into petty temptations. To some, it’s for extra cash, while for others, it might be to save themselves from bureaucratic hassles. This powerful short-film by Videocon created by Rediffusion Y&R reminds us of the burden of the Indian flag and urges everyone to start changing our mindset, at the same time inserting a message on anti-corruption.