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Tag: advertising

  • Discovery Inc invests in advanced TV ad company OpenAP

    Discovery Inc invests in advanced TV ad company OpenAP

    Mumbai: Discovery Inc has joined FOX, NBCUniversal, and ViacomCBS to buy a minority stake in OpenAP, the advanced advertising company which is working on a goal to “bring simplicity and scale to audience-based campaigns in television. The decision comes as media companies worldwide look for improved ways of audience measurement.

    The joint venture created by several media industry giants, centralises data activation on behalf of premium national TV publishers, bringing efficiency and scale to audience-based campaigns.

    The recent announcement furthers Discovery’s strategy of building a technical framework that enables cross-platform audience-based buying and creating collaborative support for alternative currency standards, it said in a statement. The factual-life entertainment giant will join OpenAP’s board of directors with chief US Advertising sales officer Jon Steinlauf, and executive VP digital ad sales and advanced advertising Jim Keller, both representing the company.

    “Discovery is excited to take an active role shaping the future of advanced audience buying,” said Discovery’s executive VP digital ad sales and advanced advertising Jim Keller. “Given our current momentum, influence, and growth of audience-based sales, we believe Discovery can help further the work OpenAP has been doing to initiate meaningful change in the market.”

    The investment signals an expansion of Discovery’s existing relationship with OpenAP, having integrated with the central TV identity spine, OpenID in April last year, and more recently partnering with OpenAP on the launch of XPm, the publisher-backed cross-platform measurement framework. For OpenAP, it will help further its ability to grow the overall market for audience-based advertising and expand the breadth and scale of its services across cross-platform identity, measurement, and planning.

    “Discovery has long been a pioneer of TV entertainment with its iconic portfolio of content and direct-to-consumer experiences people love. The last two years have demonstrated the force of change that can happen when we take an audience-first approach to reimagining TV advertising for media owners, advertisers, and consumers alike,” said OpenAP CEO David Levy.

    In a joint statement, FOX senior VP, data strategy and sales innovation Dan Callahan, NBCUniversal president, and chief business officer Krishan Bhatia, and ViacomCBS COO – advertising revenue John Halley at ViacomCBS, stated that Discovery’s commitment further validates OpenAP’s mission and builds on the success and scale of our collective organisations work to build a more advanced model for TV advertising that focuses on audiences.  “OpenAP has been a catalyst for bringing programmers and marketers together to change the model, and we’re proud to now have Discovery join us to accelerate these efforts,” they added.

  • ‘Sochna Kya Hai?’ Axis Mutual Fund asks in new ELSS campaign

    ‘Sochna Kya Hai?’ Axis Mutual Fund asks in new ELSS campaign

    Mumbai: Every year, tax season is a time when discussions around how, where, and when to save taxes gain momentum. These conversations often tend to be anxious, given that a significant majority doesn’t plan their tax-saving strategies well in advance. “Tax ka kya socha hai?” is a question that gets thrown around quite a bit during tax season.

    Axis Mutual Fund’s answer to that? “Sochna Kya Hai, ELSS Hai Na.”

    It has teamed up with Mirum, the digital solutions agency from the Wunderman Thompson Network for a new investor awareness campaign illustrating the confidence that comes with a well-planned tax investment strategy.

    In their latest campaign for the tax-saving mutual fund category ELSS, Axis Mutual Fund takes a different approach to getting people to invest. Instead of a doomsday plea to invest in ELSS before time runs out, with “Sochna Kya Hai”, the communication is aspirational – the implication is that those who’ve planned their taxes with ELSS needn’t worry themselves sick during tax season.

    The campaign films show how the protagonists seem indecisive about other life decisions, but when it comes to their tax planning, they’re not too worried – “Kyunki Sochna Kya Hai, ELSS Hai Na.”

    Axis Mutual Fund head of marketing and digital Boniface Noronha said, “We’re looking forward to the reactions to this campaign – it’s a proposition we’re excited about, one that blends perfectly with who we are as a brand. The messaging is relevant, given how mutual funds aren’t the niche investing category that it once considered in India. We have plans to take this campaign forward in many ways even after the tax season, so we’re gearing up for that even as we speak.”

    Miruum India ECD Naila Patel said, “Sochna Kya Hai…is in many ways a continuation of #TaxFever, and the two campaigns mirror the general public’s attitudes towards mutual funds. While with #TaxFever we identified the procrastination around making tax-saving investments, Sochna Kya Hai…is a commentary on the increasing confidence people seem to have in mutual funds for tax savings. We also adopted a rustic, quirky approach here because that kind of humour is something that cuts across audiences, even for something as non-humorous as tax planning! Not to mention the protagonists here exemplify responsible financial behaviour, which is what the brand is all about.”

  • 7Up brings festive cheer to Tamil Nadu, launches limited edition packs ahead of Pongal

    7Up brings festive cheer to Tamil Nadu, launches limited edition packs ahead of Pongal

    Mumbai: Marking the celebrations for the auspicious harvest festival of Pongal in Tamil Nadu, 7Up has unveiled its all-new limited-edition festive packs featuring the quirky, curly-haired mascot Fido Dido.

    Pongal is widely celebrated in Tamil Nadu with people across the state marking the end of winters and expressing gratitude for a good harvest. The limited-edition 7Up packs are a tribute to the spirit of Pongal and take inspiration from the various elements that define the festival in its true essence. Right from the intricate art of Kolam to the use of sugarcane and pot to cook delicacies – the packs are a multi-faceted representation of all things Pongal.

    PepsiCo India senior marketing director Naseeb Puri said, “7Up is privileged to have been part of the rich Tamil Nadu culture, and this time, we really wanted to celebrate Pongal in a special way. The limited-edition packs are our endeavor to bring alive the festive spirit and add some freshness to the celebrations as people continue to stay home to mark the occasion this year.”

    The vibrant new Pongal-inspired labels will be used across 600 ml, one liter and 2.25-liter packs of 7Up and will be available across all modern trade outlets and select e-commerce channels. In a bid to spread the festive cheer across the state, the celebratory branding will also be showcased across hoardings and posters across public spots in select cities to engage the audiences, said the brand in a statement.

  • Akshay Kumar dons Superhero avatar in Policybazaar’s new campaign

    Akshay Kumar dons Superhero avatar in Policybazaar’s new campaign

    Mumbai: Policybazaar, insurance aggregator and leading fintech platform has roped in actor Akshay Kumar as its new superhero –‘Mr Policybazaar’ for its latest ad campaign.

    Claim settlement is considered a moment of truth and often, the process becomes a pain point for policyholders during a time of distress. Policybazaar aims to address this gap with its 30-minute claim assistance promise.  The campaign emphasises the significance of quick and effective assistance with insurance claims in the hour of need.

    The brand highlights its commitment of assisting people at every step of their insurance journey through the ad film which shows Mr Policybazaar assuring a wife anxious over admitting her husband to the hospital, saying, “Insurance claim ke time pe aapki help ke liye sirf 30 minute mein tayyar, main hoon Mr Policybazaar.”

    Policybazaar chief operating officer Sharat Dhall said, “We have been focussed on providing end-to-end assistance to our customers when it comes to the entire insurance journey – right from comparing policies, getting the best prices, to buying online and to claims support. We are excited to take this commitment to the next level with our new 30-minute claim assistance promise. With this campaign, we look forward to driving a strong consumer connection by building trust that Policybazaar will be there for you at the time you need it most.”  

    Talking about the campaign launch, Policybazaar’s VP and head of brand marketing, Samir Sethi said, “The fundamental objective of the campaign is to assure consumers that Policybazaar will always be there to help them with their insurance claims. Mr Policybazaar is the superhero manifestation of that promise. We are elated to have Akshay Kumar as Mr Policybazaar, as he is the perfect fit to take our message to the masses.” 

    Drawing attention to the brand’s larger message of providing social and financial security to all, the campaign also stresses the importance of purchasing health insurance. At a time when the deadly pandemic is gaining momentum yet again, health issues are soaring at an alarmingly high rate. Following some tough lessons and seeing medical inflation translating to skyrocketing bills, insurance is the only safety shield against it. 

  • #Retrace2021: Associating with marquee properties on TV helped us take a quantum leap on digital: Arjun Mohan

    #Retrace2021: Associating with marquee properties on TV helped us take a quantum leap on digital: Arjun Mohan

    The only ed-tech “to have a ‘donkey’ as its brand ambassador”, upGrad has been hitting all the right notes, starting from its eye-grabbing ‘Don’t lick ass, instead kick ass’ 2020 ad to its fortune-teller donkey ad in early 2021 to drive across its “Sirf Naam Ki Nahi, Kaam Ki Degree” messaging. Having achieved the desired impact with its former campaign, the edtech consciously shifted its brand positioning to ‘Fast Forwarding’ one’s career with upGrad’s online courses, ending the year with a striking print campaign that took on CAT, while also tackling with humor the perception of ‘online’ MBAs not being effective.

    The seven-year-old start-up, known to make full use of its marketing channels to amp up the reach has crossed a subscriber base of two million learners at last count, and the jump from one million to two million came about in approx. eight months.

    As the person at the helm of upGrad’s India operations, Arjun Mohan has steered the edtech unicorn and helped put it on an upward trajectory. An experienced industry professional, Mohan has worked across domains spanning sales, marketing, and product development for over 15 years.  Before upGrad, Mohan worked with edtech major Byju’s as marketing vice-president and later as the chief business officer (CBO). A gold medallist from IIM Kozhikode, Mohan has worked with brands like Titan and Tata services.

    In a free-wheeling conversation with IndianTelevision’s Anupama Sajeet, the upGrad India CEO Arjun Mohan talks about steering the edtech brand through a post-pandemic world and on the key marketing innovations adopted by the brand in the past year. He also shares his thoughts on being a ‘hardcore optimist’ and the trends that might dominate the edtech industry in 2022.

    Edited excerpts:

    On looking back at how the year 2021 fared for upGrad

    In a growing industry, every year is a good year. So, from a business perspective, 2021 was a good year as overall business metrics have been quite good. But it was pretty challenging considering the multiple waves of Covid which struck us – the lockdowns, the inconsistencies of when to come to the office, and the problems that our consumers were facing. As a result, decisions were getting delayed. But then it was these challenges that pushed us and I believe as a result of that we were able to carve out several good ideas on all three aspects of business i.e. products, sales, and marketing. Hence we were able to create an impact in the market.

    On key innovations adopted by the brand in 2021

    Yes, between 2020 and 2021, there have been a lot of changes in the way upGrad communicated. That change is a testimony to consumer behaviour, where the association between education being something ‘serious’ is a thing of the past. And that is why we positioned the brand differently.  We realised that learning, upskilling, lifelong learning- all these aspects are no longer constrained to a few. There are guys who want to learn, upskill, and constantly improve themselves but at the same time, they want to enjoy life. We started talking to our consumers in a lighter vein, started communicating with working professionals in a language they connected to.

    One of the initial communications we did was on office politics- on how one should stop bothering about office politics and focus on specialisations and upskilling that will take your career ahead. The second campaign we built upon was ‘Sirf naam ki nahi, kaam ki degree’. We continuously heard from customers that “we would definitely think of doing this course, par ye degree koi kaam ki honi chahiye.” In India, a degree is associated with – a better job, a promotion, a better salary, a future, and so on. So, we worked on those insights and repositioned the entire company into offering courses that will actually be life-changing. That’s where we moved to our positioning of ‘kaam ki degree’.

    In 2022, we moved into phase two of it. Rather than just talking about online learning, we started focusing more on the value proposition part of it- On how the upGrad course/ degree is better than whatever options you have in the market. Thus, if you see our communication, it has also been based on the life-changing impact that upGrad courses have, followed by two or three shorties or 15-second films where we talk about the USPs. This format has been really helping us with the consideration part and we have been seeing that the conversion on the lead has been on the uptick. So, if last year the donkey was the high point from an ‘awareness’ perspective, then this year the MBA campaigns we did focusing on the ‘value proposition’ – that would be the highlight which saw a lot of impact for us. That’s been a big change in 2021. 

    On launching campaigns sans any celebrity endorsements

    While we do joke about it that every edtech out there has a celebrity brand ambassador- Byju’s has a SRK, Great learning has Virat Kohli, now Vedaantu has got Aamir Khan- and we have a donkey (!), it’s not been a conscious decision. If at a point in time we feel we need a celebrity vehicle we would do that. Currently, we are at an early stage of our brand building and the aspect we have been focusing on, as well as the TG we are talking about, is very different. This is not for mass India; this is for a smart audience. We didn’t see working professionals as the right vehicle for getting a brand ambassador. Even if you look at who or what they follow on OTTs or YouTube platforms – the kind of influencers these people follow are not celebrities. They are very individualistic and iconoclastic in that they follow what they think is right- they don’t believe they need to follow the crowd. And that’s why we stuck to the basics and the donkey!

    On exploring influencer marketing and subsequent ad-spends

    The way we look at brand marketing is that there are three pillars- The first pillar for us is ‘Content’ which includes social etc. Then comes the ‘Mass media’ which is where the TV and Print comes in and finally the ‘PR’ and all other aspects.

    For Content- we focus a lot on the content creators: influencers on YouTube, Instagram, OTT platforms, etc because our TG, especially the knowledge worker who is in IT/ ITES follows this segment a lot. We have started by working with multiple content creators like BeYouNick, Dhruv Rathee, who are very popular with this TG. We work with them on bringing Upgrad into their content very organically.

    Apart from relying on other content creators, we have also started creating our own original content called ‘the office canteen’. This again revolves around the theme of office politics, along with BeYouNick and YouTube, Google and has been a big success for us (trending with ten mn views).

    On the brand’s ad spend across TV, digital and print

    When it comes to mass media like TV and Print, rather than a ‘spray and pray’ our strategy has been focused on large properties.  When we do it, we do it big because we want to work on those properties which have a huge reach. So, we worked on IPL, the Test championship, UEFA, Wimbledon, and such. You can also see the sports association- as sport is connected with winners and ambitions so that works for us. Even in newspapers, our ad was an impact ad. It was more like moment marketing in that we took a dig at CAT, saying ‘CAT is so yesterday’. So that’s the kind of ‘big bang’ approach we are taking with mass media.

    We do digital marketing all the time and we’ve our leaps coming at particular CPL (Cost per lead) and traffic coming with a particular threshold. I want these brand properties on mass media to be at a point where I’ll get a quantum leap on the digital side of it. We plan it in such a way that our traffic moves a threshold and comes to a new benchmark. That’s been our larger strategy.

    Digital is where we get to do direct marketing. And we keep using large-scale marketing properties to get quantum jumps. Because, the kind of scale these properties give, digital will take years to reach there. We are also seriously looking at OOH. We shall do a clinical campaign, once our TG is back in the office, by trying to focus on places where we know our TG is- for instance, an IT park- and then do BTL inside such premises along with hoardings etc.

    So, all of this mass marketing is important to us, and we have a way to measure their impact. For that matter, even ‘Shark Tank’, where we are the title sponsors, we are quite sure that is the direction large-scale mass media is moving into. Rather than doing a couple of ads in between programs, writing your brand into the story is what really works. So that’s something we have really worked on and we have big plans for the show.

    On rising competition in ed-tech space and strengthening their USP

    We have complete confidence in our product. This product took almost five years to develop after multiple iterations. We were always clear that if we are able to get our customer to at least try our product then we can change his/ her perspective and even convince them that online is better than offline. There has been a lot of influx but if you see what’s happening today is that the players with a strong product, and sales & marketing capability are finally emerging out of this. So, I feel the solution for us is just to have our ears to the ground and keep on listening to the customer and then be ready with a solution that they will love. And that’s what we have been doing with our products, sales and marketing.

    On upcoming plans for 2022

    I am a hardcore optimist so I am sure 2022 will be superb for the brand. We are very clear we want to be the largest integrated edtech in the higher education space (post K-12) across the globe. Our international operations, which we started in 2021, is panning out well. We have our offices in the US, APAC and India where we have set up our subsidiaries. Post-India, our focus market will be the US- we really want to crack that market. So really looking forward to 2022 when we can take this to the next level.

    On key trends that might dominate the industry this year

    I think most of the ed-tech players in the K-12 segment will ultimately stabilise with the hybrid model, wherein there’s an offline component to it and an online component. But in higher edtech I don’t see that happening. Higher online learning has gotten established as a clear option or a side-by-side alternative to what used to exist earlier offline. There’s a very clear value proposition that you can continue upskilling even when you are working: ‘Learn while you Earn’.

    Hence, I believe, online education will be the preferred mechanism, at least from a Masters-degree perspective in India. The majority of Indians do not do a Master’s today because they are not sure whether thereafter, they will be able to get a job with that kind of a package. Even from a NNation-building perspective it is important for a country like India, with such a young population that we have highly skilled people. That’s when the country’s economy will move to the next level.

    Also, as we keep getting feedback from our learners, there has to be some social component to even online learning. So we are working to build a social module where learners can share their ideas, meet their lecturers, and have a session offline also. So that’s the way we see it and we will keep improving on it in 2022.

  • GUEST COLUMN: Social media will play critical role in building brand awareness in 2022

    GUEST COLUMN: Social media will play critical role in building brand awareness in 2022

    Mumbai: As India continues to fight Covid-19 and Omicron, and people continue to fear venturing out, digital initiatives in both advertising and marketing will become more prevalent in 2022.

    According to the most recent statistics, there are around 3.78 billion social media users globally. The number of such users is expected to climb again next year. Social media trends will rule the advertising and brand strategies in the coming year. Marketing and business will become more varied, inclusive, and responsive to real client requirements in the future. While AI and data-driven marketing will continue to advance, the primary focus will remain on people rather than technology.

    Using social media for brand recognition

    Traditional in-person events and promotions have given way to virtual spaces in brand awareness initiatives. We live in a world of social media marketing, and every company understands the value of social media. Whether you are leveraging influencers, referrals, or simply providing good content, social media has proven to be an important part of building brand recognition. This is due to the fact that social media is an excellent venue for brands to maintain client interactions while also increasing their chances of discovering new leads. In reality, many people become aware of new businesses after hearing about them via a friend on social media. Social media sites are a place where people may interact with one another. As a result, it’s an excellent area for you to interact with clients and build a relationship with them.

    Going ahead, 2022 will witness a greater emphasis on highly personalised one-to-one advertising, mobile advertising with in-app and in-game ads, video advertising, video-embedded display banners, native advertising, accelerated automation, programmatic advertising, and even cookie-less advertising, among other things.

    Here are the top 3 social media trends to watch out for in 2022.

    Metaverse and its virtual universe

    Facebook’s name has been changed to Meta. The company has planned a range of new products for virtual and augmented experiences as part of Metaverse. This is a major gamble on the web’s future, and it has the potential to change social media space. Companies will be able to benefit from new features which Meta will introduce. With the help of new emerging social media trends, they will be able to expand their product reach and visibility.

    Influencers market will continue to grow

    Influencer marketing is expected to reach $13.8 billion in 2021, with growth expected to continue in 2022. Influencer marketing efforts add a personal touch to the product, making it more relevant to the user. Thus, B2B brands will continue to embrace influencers in light of current trends.

    LinkedIn will grow in importance as a social networking platform

    In the digital world, LinkedIn is still a growing star. The company just launched a Hindi version to cater to the 600 million Hindi speakers throughout the world. With 82 million members in a global community of 800 million, India is a key market for LinkedIn’s growth and the second-largest market in terms of members after the United States. Since the pandemic, India’s member base has expanded by more than 20 million (15 percent year-over-year), and participation and talks on the platform have increased dramatically. This will continue to be a great way for brands to reach out to their target demographic.

    In conclusion

    Building brand recognition may require some trial and error, but having a dedicated awareness plan will surely help in your brand’s visibility. By following the latest social media trends, you may position yourself to become a brand that stands out in the eyes of your customers.

    (Rishi Kajaria is MD Kajaria Bathware and JMD of Kajaria Ceramics. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them.)

  • GUEST COLUMN: Brand Positioning in FMCG sector is more than just good packaging, logos

    GUEST COLUMN: Brand Positioning in FMCG sector is more than just good packaging, logos

    Mumbai: The FMCG sector happens to be one of the toughest and volatile categories to succeed, often regarded as modern branding’s birthplace. The FMCG market in India was valued at $110 billion in 2020. The overall market size of FMCG had nearly tripled as compared to 2012. Furthermore, by 2025, the market is expected to grow to 220 billion dollars.

    There are numerous brands in India catering their products to millions of people across the country and generating immense capital. However, to become recognised as a household brand, it takes a lot more than just good packaging and ‘nice’ logos. Brand positioning needs synchronised efforts of different moving parts to create a perception in the marketplace that drives the business forward. 

    What is Brand Positioning?

    Brand positioning in simple words can be defined as the place a brand wants to own in the target audience’s mind. It’s about identifying, exploring and refining the distinctiveness of a brand through an effective positioning strategy. The most important aspect of positioning the brand is that it allows a company to be distinct from its competitors which helps communicate value, increase brand awareness and justify the pricing. All these factors impact the bottom line in a significant way.

    Strategies that Act as Allies to Brand Positioning Efforts

    Successful brands incorporate different strategies to create authentic customer experiences around their products. These brands provide their target audiences with a compelling reason to buy through effective communication and reaching out to them. While deciding to position the brand in the marketplace, there are certain strategies that can be adopted to stay ahead in the race and drive towards increasing consumer engagement.

    Creating Brand Loyalty

    At the heart of every successful FMCG company lies returning customers. This is especially true for the FMCG segment where products are usually consumed frequently and quickly. For long-term success, brand loyalty is critical that helps ensure consumers become tunnel-visioned concerning a brand. To drive brand loyalty, many companies make the mistake of competing alone on price. It is important to understand that consumers aren’t just looking for the cheapest products. Typically, they look for the right blend of value and quality. Value is not only about price but involves a complex mix of the brand promise, brand culture, brand values, corporate social responsibility, customer experience, etc. that all add up to enhance the perceived brand value.

    Aligning with the Needs of the Target Audience

    While this may sound odd but to become a household brand, it is desirable to be appealing to the right target audience instead of a broader audience. Apart from knowing the market, competitors, the sector’s environment intimately and understanding what the ideal customer wants, it is also essential to know how the offering can enhance their lives. It’s only when there is a proper understanding of the consumer needs, loves, hates and aspirations that companies can craft a focused and concise brand message that cuts through the noise. In the present age, customers are bombarded with messages from multiple channels throughout the day. The challenge is to put forward the right message, on target to grab their attention, at the right time and then, most importantly, to hold that attention. Companies can develop a customer avatar that they can use to underpin their brand’s proposition and profile. The brand should indicate why and how it’ll meet the consumer needs and that it understands what really matters for the audience.

    Evolving with Time

    The FMCG market is undergoing constant evolvement and brands need to be flexible to be at par with the changing times. Successful brands quickly recognize trends and act on them with shifts in strategy that helps them to stay relevant and meet market requirements over the years. With increasing digital media consumption, the evolution of business models and proliferation in internet connectivity, FMCG companies have vast opportunities to create value by leveraging digital media across the value chain to drive the effectiveness of operations and efficiency. However, there is a thin line between incorporating new trends and staying relevant versus losing sight of what the brand stands for. Instead of ‘muddying the waters’ with an excessive range of confusing brand messages, brands must always remain true to the core of what they stand for.

    (Dawinder Pal is head of marketing at Bikano. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them.)

  • Dizo ropes in Tutting Crew for launch of its latest product range

    Dizo ropes in Tutting Crew for launch of its latest product range

    Mumbai: New year, new products, new campaigns – the party of 2022 seems to have only begun for Dizo, the first brand from the realme TechLife ecosystem. The brand has kick-started 2022 with the launch of its latest products, Dizo Watch R and Dizo Buds Z Pro.

    Dizo has collaborated with India’s tutting dance crew, Tuttix Crew, to create a digital film that showcases the Tuttix crew placing both products at the center of their art form. “Executed by White Rivers Media, the launch video is different from usual product launches,” said the brand. “It is short and crisp. It is entertaining and yet product-focused.”

    Dizo India CEO Abhilash Panda said, “Creativity is at the cornerstone of Dizo’s approach to product development and marketing. And as one of India’s emerging wearables brands, we appreciate art in all forms. With this campaign, our priority was to make sure it’s different from what’s already out there. So, when team Dizo & White Rivers Media suggested Tuttix Crew and the concept, we knew this was it.”

    White Rivers Media co-founder and CEO Shrenik Gandhi said, “Our journey with Dizo has always been the one to look forward to. The sheer power that the brand motto, ‘Be Different’ holds not only helps the brand to stand out with its product list but also allows us to think of ideas that come from a place of passion, disruption, and impact – which aligns perfectly well with our motto.”

    With the tagline “Be Different,” the brand aims to break the clutter of tech similarities and offer solutions that are aligned to the needs of every different consumer.

  • Reliance General Insurance wishes to be every car owner’s ‘Friend in need’

    Reliance General Insurance wishes to be every car owner’s ‘Friend in need’

    Mumbai: Reliance General Insurance Company (RGICL) has launched its new digital campaign #CarKaYaar to reinforce its brand positioning as the ‘Friend in Need’ for car insurance customers.

    Created by ^ a t o m network, the campaign includes an animated series of six films that drives the message – ‘RGICL will always take care of you and your car, no matter what happens’. Using RGICL’s affable brand face BroBot in extraordinary situations, the campaign uses a humorous and quirky storytelling approach to communicate its message.

    Explaining the thought behind the campaign, Reliance General Insurance chief distribution officer Anand Singhi said, “Classically the insurance sector has been filled with serious narratives depicting care, security, and various other emotional spiels. With the #CarKaYaar campaign, we have tried to break free the monotony and communicate our message in a fresh way with a bit of humor and quirkiness.”

    Talking about the evolution of the insurance industry in the past few years, Singhi said, there has been a significant change in customers’ insurance requirements. “Add-ons are critical components in car insurance policies that offer additional protection. However, there is a lack of awareness. With this campaign, we have tried to raise awareness about car insurance add-ons and how they can offer financial protection against various types of car damages,” he added.

    ^ a t o m CCO Yash Kulshretsha and NCD Ananda Sen said, “The motor insurance journey is filled with doubts and skepticism of customers. The fear of not having something covered in an accident is more significant than the accident itself. We set out to highlight that with a series of films under ‘No matter what happens to your car, you can always rely on your #CarKaYaar.”

  • Paytm’s latest campaign is all about treating women with respect

    Paytm’s latest campaign is all about treating women with respect

    Mumbai: Paytm, mobile payments & financial services company has teamed up with Dentsu Impact – a dentsuMB company & the creative agency from dentsu India to roll out a thought-provoking campaign about treating women with respect.

    The digital film released as part of the campaign drives the message, through a relatable scenario that women find themselves in during New Year parties. There are times, when random men try to buy unsolicited drinks for women – a practice often seen in bars and pubs. The new campaign offers a refreshing take on it, with a message on respecting women. The film also takes forward Paytm’s belief to be an enabler for women’s financial autonomy and builds on a similar social experiment film, launched by Dentsu Impact on Women’s Day in 2021 – The Divide.

    With the onset of this campaign, Paytm sparks a conversation about rethinking what treating women with respect actually means through a day-to-day scenario. It also paves the way for women to be more in control of such difficult social situations while staying completely secure.

    Dentsu Impact national creative director and managing partner Anupama Ramaswamy said, “Giving it back, by paying it back makes the intent of this campaign palpable for both women and men. The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation.”