Mumbai: In line with PepsiCo India’s partnership with Bharti Airtel, Pepsi has unveiled a new film to mark the announcement. The partnership will be amplified via a robust 360-degree campaign spanning TV, digital, outdoor, and social media.
The quirky TVC showcases Pepsi’s and Airtel’s latest data offerings on its PET bottles where consumers can avail Airtel recharge benefits worth Rs 10 to 20.
With the launch of this new TVC, Pepsi aims to bring a streak of celebration with its distinct value-for-money offering through its collaboration with Airtel.
Speaking on the comical take of the campaign, PepsiCo India’s Pepsi Cola category lead Saumya Rathor said, “Consumers today, more than ever, are seeking value for money. Ahead of the festive season, the partnership with Airtel is an endeavour to bring people together, help them stay connected and bring more smiles with every sip.”
The light-humoured TVC opens at a basketball practice, where a girl cheekily says hello to a boy. The boy is convinced that the girl loves him because she has asked him to recharge her talk time. However, his friend, who is sitting next to him, asks sarcastically, “If she truly loves you, who is she talking to and spending the talk time on?” The question gives the boy a reality check. However, his friend hands him a chilled bottle of Pepsi to calm him down. Seeing the Airtel recharge discount offer on the Pepsi bottle leaves the boy puzzled, to which his friend smartly responds that the next time you recharge her phone, it will hurt you less as you can use the redeemable discount coupons that come with every Pepsi bottle. Both look at each other, smile, and take another sip of the Pepsi with ‘swag.’
Mumbai: Gillette India’s latest ad film narrates the true story of social entrepreneur Prashant Gade, whose real-life journey is an encouraging example for young Indians to go beyond the expectations of society and redefine our truest possibilities.
In 2018, Prashant opted out of a high-paying engineering job to create the world’s most affordable bionic arm.
The thought-provoking commentary on societal notions limiting our potential is a theme of its ongoing campaign #ShavingStereotypes.
The newest edition of the shaving stereotypes campaign, titled #EngineeringChange urges young Indian students to introspect and rethink how education can be a stepping stone for changing more than just their own lives. In line with its global mission of inspiring ‘The Best a Man Can Be’, the film authentically portrays the one-dimensional perspective with which many people treat their education and degrees.
The featured true story serves as an example to convey the brand’s message: every one of us can meaningfully contribute to our communities, we just need to be aware of our true potential.
Today, he has changed the lives of several people with disabilities, by inventing and manufacturing a low-cost prosthetic limb that’s accessible to all. In doing so, he has redefined his purpose and taken the unconventional road to bring to life his true potential, shaving stereotypes and challenging norms to inspire future generations to follow.
Conceptualised by Grey India, the film reflects on Prashant’s real-life journey, showing how he faced the harsh realities of disability when he spotted an amputee struggling to shave his face. This made him question the purpose of his education, and very soon, that doubt was replaced with a burning passion to use his knowledge and qualification to make a difference. After a lot of hard work and ingenuity, he created a bionic prosthetic and founded his ‘Inali Foundation’ to contribute to the lives of thousands of amputees.
Narrated through Prashant’s lens, the story encourages younger generations to adopt new and fresh perspectives on how they can truly unlock their full potential and break out of the limits set by traditional norms. Gillette hopes to inspire them to be ‘The Best They Can Be,’ and help others do the same.
Gillette India senior director and country category leader Saurabh Bajpai said, “Since the beginning, Gillette has been committed to helping men look, feel and be their best. This commitment is brought to life through our brand purpose that inspires everything we do which is, ‘Grooming the Next Generation of Men.’ We are thrilled to partner with Prashant to support his endeavour in helping thousands of amputees. Through #ShavingStereotypes, we want to inspire young men and women around the world to be bold in defining their purpose and contribute to the communities around them in their own unique ways.”
Grey Group managing director & chief creative officer Sandipan Bhattacharyya said, “We all know that education is a career-builder, but we often ignore how it can equip us to make a difference to the world at large. It has the power to inspire us to go beyond society’s pre-defined benchmarks. Prashant’s story acts as a reminder for all of us to look deeper and discover the true potential of education. The courage and conviction he had to bring about a change in the lives of so many, is what makes him such an inspiration.”
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.”
MUMBAI: Brand X “launches heart-warming video dedicated to all ‘Super Moms’” blares an accessories brand campaign…“Celebrating the superstar mothers”, says another. “Dedicated to mothers who like a superwoman…blah blah” reads yet another brand campaign.
Come Mother’s Day and one is inundated with ads showcasing heroic, self-sacrificing moms multitasking, juggling an over-abundance of chores while managing both the work and home fronts super efficiently, constructing an image of a super-human or a symbol of divinity with multiple pairs of hands. Brand after brand in ad after ad repeats the same tired tropes of a “super mom” effortlessly ‘doing it all’ or role-playing the selfless epitome of virtue and goodness in a bid to keep the domestic machinery well-oiled and running smoothly.
In a damning indictment of how we treat our women as a nation, a 2011 Nielson Survey found that women in India are the most stressed of all. The study conducted across 21 countries measured stress by asking women questions such as ‘If they often felt pressured for time’, ‘If they rarely had time to relax’, ‘If they felt stressed/ overworked most of the time’. An overwhelming 87 per cent of Indian women signalled that they felt stressed most of the time, and 82 per cent had no time to relax.
Ten years down the line, a cursory look at our ads and campaigns rolled out ahead of Mother’s Day makes it clear that little has changed in women’s lives, while also presenting a possible indicator of why this may be so.
Lifestyle & mobile accessories brand KDM has launched a ‘Karo Dil Ki Marzi Mummy with KDM’ video ahead of Mother’s Day, that starts with a young daughter introducing her mother who’s talented but sacrificed her dreams for the sake of her family. The film shows the mom busy dusting, cleaning, cooking and having no time to follow her passion. The key purpose of the campaign is to pay tribute to all the “selfless sacrificing mothers who need to also listen to their heart along with performing their jobs”. The ad, which probably has its heart in the right place, unfortunately, chooses to play to the gallery with all the mommy stereotypes in place.
A recent LG Dishwasher advert, although not strictly a mother’s day campaign – takes us right back to the 70’s era if not earlier with its brand film and tagline of ‘Love wife, Love LG Dishwasher’. Circa 1982, Prestige pressure cooker ad, anyone? The vintage ad for the Prestige pressure cooker brand had a similar sentiment to sell its brand of pressure cookers- “Jo Biwi se kare pyar, Woh Prestige se kaise kare inkaar”! And from the looks of it, the time has stood still for the LG dishwasher ad!
Coming back to 2022, LG’s latest depicts a seemingly modern-looking urban couple beginning their marital journey. The film goes on to show the new bride struggling and labouring over a pile of dirty dishes. That is, till her knight-in-shining-armour – the husband, decides to rescue her from the catastrophic fate by gifting her an LG dishwasher. The voiceover in the ad ends with a believe it or not- “Not only take care of your dishes but your wife’s hands too!” slogan, clearly implying that it’s only the woman’s job to keep the soiled dishes ‘spic n span’. If only the brand’s marketing team had some “modern” thinking to go along with the modern features it talks about inbuilt in the machine!
If you thought this was an aberration to the brand’s dishwasher campaigns, there’s more. In another advert of the same series, the film goes on to nominate the husband as “the best husband in the world” for being gracious enough to gift his wife an LG dishwasher. The ad spot goes on to commission the brand itself as “The true symbol of love and care” for “Keeping your wife’s hands soft and beautiful as ever”! Coming from a multinational conglomerate, and one of the leading names in consumer electronics and home appliances, one would have expected better. But alas..that was not to be.
A lot has been said about equal parenting, but the truth remains, in one way or the other, women do end up with a larger share of work at the domestic level and such advertisements and brand campaigns further drill into the trope of a woman-managing-it-all perfectly are not helping matters!
In a slightly refreshing mode, the latest Prega news campaign seeks to break the stereotypical image of a “perfect” mom while acknowledging that a mother can be humanly imperfect and not excel at every role laid out by society. The brand in its latest Mother’s Day campaign depicts a working mother undergoing guilt pangs because she feels she has let her baby down. The film goes on to emphasise the message that mothers need not be perfect all the time and “embraces the imperfection of a mother with the #SheIsImperfectlyPerfect campaign”.
On the flip side, the pregnancy detection brand’s International Women’s Day 2022 campaign appears to be at odds with its Mothers’ day messaging. It speaks about the same tired trope of celebrating the “boundless spirit of womanhood with its #SheCanCarryBoth” message, where it enunciates “the huge strength of women who do not shy away from any form of responsibility”. Here the brand attempts to examine via the life journeys of four women passing through a railways waiting room, whether being a mom while being “extremely rewarding”, takes a toll on one’s ambitions and dreams? While the concept and intent behind the campaign is to be commended, (as it says, “, it’s time to break free from the nay-sayers of society and bring in confidence to women that #SheCanCarryBoth!”) the ad ends up glossing over the challenges faced by new mothers in trying to single-handedly manage the baby, home and her career, with the daddys, as usual, nowhere in the picture.
However, to be fair, the brand has in the past highlighted important issues faced by women through its ads. It even threw light on an important matter such as postpartum depression (PPD) and how new mothers grapple with it, in its 2018 campaign, emphasises how PPD is a harsh reality and how we, as a society, can help mothers deal with it by being understanding and empathetic.
But sadly, such advertisements are exceptions rather than the rule, and the major part of the ads still depict women and mothers in conformist avatars. This, while adding to the not-so-subtle societal pressure on women, also takes away the culpability of the rest of the household to do their bit in easing the load on a single individual.
It’s 2022. High time we retired the “super-mom” from our ads? And bring them down from the ‘divine’ super-humanly pedestal we have bestowed upon them only to weigh them down with the crown of our expectations? Let’s keep hoping.
Mumbai: In the fifth edition of its #ShareTheLoad campaign, laundry detergent brand Ariel attempts to overcome our conditioned mindsets and to address years of unconscious bias and conditioning by getting men to rethink and introspect their actions at home.
Conceptualised by BBDO India and directed by Shimit Amin, the ‘See Equal, Share The Load’ film reminds all families that true equality is only reflected when domestic chores are shared, even as it raises the pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?”
The Covid-induced lockdown triggered a phase where many of us had to undertake all household tasks and chores by ourselves, having to deal with the challenges of life without any house help. A recent independent survey found that 80 per cent of women believe their partners know how to do household tasks but choose not to do them, stated Ariel. Additionally, an alarming 83 per cent of women feel that men don’t see women as equal when it comes to housework.
This reality is reflected in the brand’s film featuring a working married couple. The couple is shown paying a visit to their new neighbours’ house. Watching the two men go about their everyday chores in complete harmony with both contributing equally, amazes the wife. As she points this out to her husband, he casually recollects how in the past he too used to split all chores with his college roommate. The ensuing conversation eventually makes the husband realise his folly, and the video ends with the man vouching to overcome his deep-set biases and ‘share the load.’ Because, “When We See Equal, We Share The Load!”
“We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality,” said BBDO India chairman and chief creative officer Josy Paul. “This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage.”
“Research confirmed this. 88 per cent of women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow,” he further added.
The film beautifully captures how women can take charge of the situation and demand equality, even as it depicts the modern man as being open to change when his prejudice to doing chores is brought to notice. And, the film underlines, this is possible only when they ‘See Equal.’
“With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load,” stated P&G India chief marketing officer and P&G India fabric care-VP Sharat Verma.
“A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad,” he added.
The film has sparked online conversations with several celebrities like Twinkle Khanna, Sonam Kapoor, Raj Kumar Rao, Patralekha, Sanya Malhotra, Konkana Sen Sharma and Namrata Shirodkar taking to their social media pages to share the ad and its underlying message. TV celebrities like Disha Parmar, Mahi Vijj, Niti Taylor, Gauhar Khan Jankee Mehta, and chefs like Sanjeev Kapoor, Pooja Dhingra, Ranveer Brar and Saransh Goila also shared the film on their social media handles in support of the film, while lauding the brand’s efforts to make a difference in the everyday lives of countless men and women.
Mumbai: Godrej Veg Oils, a brand of Godrej Industries has launched a new video under its ‘Sahi Shuruaat’ campaign. The video features Marathi film and theatre actor Bhau Kadam and Bollywood actor and chef Tara Deshpande, emphasising how food acts as an enabler in bringing happiness in the lives of the people.
This video features the two actors engaging in a fun-filled banter with each other. It highlights how food goes beyond taste and can trigger moments of togetherness. Bhau Kadam along with Tara Deshpande will be seen cooking various versions of a popular Maharashtrian dish ‘Sheera,’ highlighting the sense of camaraderie through bonding over food.
“We are delighted to associate with Bhau Kadam and Tara Deshpande for our ‘Sahi Shuruaat’ campaign. Just as both these stars are known for their pure humour and excellent quality content, Godrej Veg Oils is known for its focus on taste, purity, range, and quality,” said Godrej Industries executive director and president Nitin Nabar. “This association has some interesting similarities and a connect which brings to the fore the USPs of our Godrej Veg Oils.”
“Enjoying good food with family and friends enables us to stay connected with each other. We often use this time for bonding and interesting conversations. Godrej Veg Oils has a versatile range of oils thereby enabling us to cook and enjoy a variety of our favourite dishes,” said Bhau Kadam.
Tara Deshpande added, “‘Sahi Shuruaat’ nurtures a long-lasting bond that leads to great experiences and good health. It was such a fun experience working with the Godrej team and Bhau to bring to everyone the importance of using high-quality veg oils for everyday cooking for your families.”
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The ad campaign will be amplified across various digital platforms and social media handles of Godrej and various other platforms. A contest #SahiShuruaat asking people to share food items that connected them to their partners will be run on digital platforms, said the statement.
Mumbai: Smartphones have become an integral part of our day-to-day lives. But, the excessive use of smartphones post-pandemic has also impacted human relationships. It is this thought that inspires vivo’s new ad film.
The global smartphone brand has launched the third edition of the #SwitchOff campaign with a thought-provoking film that showcases how parents are missing out on being fully present in their children’s lives.
Conceptualised by Lowe Lintas, the film has a heart-warming storyline that showcases a father-son relationship before the smartphone became indispensable. The character of the father, in the end, realises the need to disconnect and recapture the relationship he shared with his son.
Lowe Lintas regional creative officer Amar Singh said, “Children are very quick to pick up on the signals we send out. And a child’s mind is a very fertile place. This film conceptualiSed by Rajat, Vishal, Stuti, and Kushal, explores what may be going through a child’s mind as he sees his parents obsessing with their phone. What inferences his little mind might draw? And how it’s imperative for adults to find it within themselves, to stop.”
The campaign is founded on the observation from vivo-CyberMedia Research (CMR) study ‘Impact of Smartphones on Human Relationships 2021’ that underlines that 74 per cent of parents say that their excessive usage of smartphones has hurt their relationship with their children. The study focuses on the relationship dynamics of parents and children with respect to the omnipresence of smartphones in families.
vivo India director brand strategy Yogendra Sriramula said, “The pandemic has made digital technology and smartphone devices an indispensable need for all of us. But, this excessive usage of these devices is also impacting the young and naïve minds around us. We might be around our children, but the quality of the time spent with them is something that we don’t pay much attention to. Hence, this year, we thought of focusing on driving awareness and realisation of excessive smartphone usage by adults that is impacting their relationship with their kids. We believe the film delivers an eye-opening and thought-provoking message to all of us.”
The smartphone brand recently announced the findings of the third edition of the study titled ‘Impact of Smartphones on Human Relationships 2021’, which showcases the impact of smartphones on users and their effect on relationships. The study highlights that while the time that is spent with kids and family, in general, has gone up, the quality of time spent has deteriorated.
Mumbai: Manufacturer of water purifiers, air conditioners and an array of sleep and wellness solutions, Livpure has launched its first-ever digital ad campaign on YouTube, Facebook, and other digital platforms to promote its high-quality range of mattresses.
In line with the brand’s long-standing focus on the importance of good sleep with the help of innovative and comfortable mattresses, the ad campaign takes the comic route to showcase the ill-effects of sleep deprivation and the miraculous benefits of Livpure’s mattresses through three distinct ad films.
The ad films revolve around a royal family ‘The Sonawalas’ who have been cursed with sleeplessness for seven generations. Hilariously capturing how the lack of sleep affects different aspects of the family’s life, from staying up with the ghosts of the mansion to almost setting the kitchen on fire, the series concludes with the swanky son of the house introducing the family to Livpure’s mattresses and finally breaking the curse.
“We are thrilled to launch our first-ever digital ad campaign for Livpure Sleep’s products. The unique concept of ‘The Sleepless Sonawalas’ with the wonderfully curated sets and artwork in the backdrop is just perfect to pique the curiosity and interest of our target audience,” said Livpure general manager of marketing Ankit Gaur. “The ad films beautifully drive home our message of prioritising good, restful sleep with the help of the right mattress! If Livpure mattresses can break a generational curse, it can definitely drive away your sleep troubles!”
Mumbai: Edtech company BYJU’S has unveiled its new ad campaign featuring Shah Rukh Khan to highlight the launch of BYJU’S Classes with ‘Two Teacher Advantage’.
Conceptualised and created by Spring Marketing Capital, the ad film touches upon everyday concerns of students struggling to understand basic concepts at regular after-school tuition classes, bringing to light that BYJU’S two-teacher advantage helps children learn better.
With this ad, BYJU’S aims to introduce the unique concept of having two teachers in a classroom and draws attention to how this model can offer a superior classroom experience and help children gain conceptual clarity, said the statement.
“The TVC aims to present the one-of-its-kind ‘Two Teacher Advantage’ that makes the after-school learning experience very dynamic and redefines the classrooms of tomorrow,” said BYJU’S COO Mrinal Mohit. “We want to further convey that BYJU’S Classes is the future of tuition and will help students learn better. With Shah Rukh Khan being a household name, we are confident that we will be able to bolster our connection with the students.”
MUMBAI: Advertising agency and films productions house, Oberoi IBC, has launched a series of TVC campaigns ‘India Ki Waterline’ for Vectus Industries Ltd (Vectus Group), a water storage and piping solutions provider company.
The agency has recently announced the endorsement association of Saif Ali Khan and Kareena Kapoor for Vectus. The first TVC has gone live on major TV channels. The 360-degree campaign will be led by television and digital platforms. The series of ad films were shot pre-Covid2019 and have been launched now.
The first film in the campaign shows the duo discuss how they haven't worked together in a movie for a while. They then decide against it as 'romance in the house and outside it' (on screen) could me monotonous. That's when Saif comes up with the idea of working in an advertisement together and suggests that they should work for Vectus as it's a very good brand.
The earlier campaign done for Vectus by Oberoi IBC featuring Bollywood actor Rajpal Yadav had gone viral on the internet generating 46 million views and engagement for the brand. The agency also engaged actor Nana Patekar for a viral TVC Campaign ‘Baap Ko Bhej' which established the brand and its tag line generating engagement and views on social media. The agency has been working on viral campaigns for various home grown brands to boost the brand image and connect with the audience.
The idea was developed focusing on real situations as Saif and Kareena have not worked together in a film for long and Ramkrishana Murugan, national creative director, Oberoi IBC thought to use the situation for the brand relevance.
Murugan has worked as creative director with Bates and Mudra and has nurtured brands like Onida, Hamam Soap, Lever Ayush, Benadryl, Dabur Toothpaste, Tata Salt and Reliance ADAG. He is now nurturing brands in Oberoi IBC like Goldiee Masale (Salman Khan) – “Jahan jaayen, rishte banayen”, Zed Black (MS Dhoni) – “Prarthna hogi sweekar” and Vikram Chai (Nana Patekar) – “Kadakpan zaroori hai”. Oberoi IBC has engaged Salman Khan for Goldiee Masale, MS Dhoni for Zed Black and Nana Patekar for Vikram Tea, Rakul Preet Singh for Elleys Switches and Vidyut Jamval for Essdee Innerwear.
Vectus Industries MD Ashish Baheti said, “We are very happy with the TVC Campaign with Saif & Kareena. Oberoi IBC has conceptualised and executed the whole campaign very well. We have got very good responses for the TV Campaign from our distributors, dealers, trade and customers alike.”
Oberoi IBC national creative director Ramkrishna Murugan said, “We are glad to have this opportunity to take the brand a step ahead with our creative strategies and TVC campaign. We have curated this campaign and shot five films with our in-house production team. The campaign has been created for a very specific engagement for the brand focusing on trust”
Headquartered in Mumbai, Oberoi IBC has a strong client base throughout India. The agency lends its branding and creative expertise to Indian family managed businesses across the country and in fact, a number of brands nurtured by Oberoi IBC have gone on to become leaders in their respective categories.
