Mumbai: AMO Electric Mobility has launched its first campaign, conceptualised by global independent agency Ottoedge.
The current EV space is too cluttered with tactical messaging around cost-saving. The agency has conceptualised a song – ‘Karle Raho Se Yaariyan’ to connect with the youth who are determined to change the world.
The campaign was primarily released on the digital platform, and received over two million views on YouTube with unique 1.5 million views. Apart from that, the campaign will be also aired on national television and regional news channels starting this week, said the brand.
“I personally loved the song ‘Puri Hai Tyariyan.. Karle Raho Se Yaariyan.’ It really captures the essence of the AMO brand as it tries to portray the ambition of youth who is confident for any challenge” says Ottoedge managing partner Abhimanyu Sikarwar.
“We are very happy with the results of this campaign. This festival starting Navratri we have grown by 300+ per cent and the momentum is going to be big in coming Dhanteras and Diwali. Our campaign showcases the range of products and with new launches planned next month will further boost the brand,” says AMO Electric MD Sushant Kumar.
Mumbai: Prose Integrated’s digital arm Digital Tribe will handle the digital strategy and roll out across social media platforms for The Heritage Street, a cloud kitchen curated by noted chef Varun Inamdar.
The food tech startup offers 29 vegetarian delicacies from across Maharashtra, along with a banana leaf to its customers. The agency will be responsible for strengthening the brand’s SEO and SEM across multiple channels in its second phase, said the statement.
The Heritage Street founder chef Varun Inamdar said, “We aim to offer a traditional Maharashtrian experience which was earlier limited only to weddings, religious ceremonies, and auspicious days. We are delighted to partner with PROSE Integrated for creating awareness and building orders for this service via the emerging digital media landscape”
Prose Integrated CEO Setu Shah said, “We specialise in offering a combination of brand building based on consumer insights and understanding algorithms of new-age digital platforms. In the first phase, our team will leverage our domain expertise and harness the power of Facebook & Instagram for achieving the brand’s objective.”
Mumbai: In continuation with its efforts to promote a pet inclusive and animal safe festive season, D2C preventive pet care brand Wiggles.in is encouraging people to include animals and pets in celebrations and festivities this Diwali.
Making way for a festive season that is free from anxiety, stress, and aggression for pets and animals, Wiggles.in has launched its #NoToNoise Diwali campaign that focuses on ensuring that our pets and animals equally enjoy a festive season filled with cheer, positivity, and happiness. #NoToNoise is currently live on digital and social media platforms. The campaign also engages with customers and stakeholders through an experiential outreach.
Wiggles.in founder and CEO Anushka Iyer said, “What may seem like a celebration to us is certainly not a celebration for our pets. Diwali is generally the toughest period of the year for animals. #NoToNoise is an extension of our belief that our pets deserve as much affection and care just like anyone of us. Our aim through this campaign is to introduce a matchbox that doesn’t light up, which is a metaphor to remove the instrument that people generally use to burst crackers. This, in turn, will help light up the world for street animals and pets while bringing about a positive change in behavior and outlook towards our pets not just for Diwali, but holistically.”
Based on a well-known fact that we often forget, animals have extremely sensitive hearing abilities. If they can hear a bag of treats being opened from the next room, imagine what happens when a loud firecracker is lit. According to research, dogs can hear sounds four times stronger and louder than we can. And while we have the ability to protect ourselves from such noises, they often don’t.
The #NoToNoise campaign by Wiggles.in was ideated with the intention of increasing awareness of the fact that though there has been a reduction in the bursting of crackers, it hasn’t ceased completely and that our voiceless friends still need to be protected from such loud noises & the pollution that accompanies it.
MUMBAI: The festive revelry of Diwali has kicked off with Dhanteras, the first day of Diwali. The occasion is an anticipated affair for both brands and consumers alike, considered auspicious for buying gold and silver in some form, apart from other big-ticket purchases. Keeping that in mind, brands across categories are leaving no stone unturned in going all out to woo the masses with special campaigns and attractive offers to ring in the festivities with an added sparkle.
This Dhanteras, the demand surge for precious metals witnessed a significant QoQ 20 per cent jump, with demand for gold remaining high, almost three times of silver during this festive season, according to the latest Just Dial Consumer Insights study. The hyper-local search engine reported higher demand for the precious metals in Tier-II cities vis-à-vis Tier-I cities.
Gold prices have fallen since reaching the peak in August 2020 and this festive season it remained the most searched precious metal on the search engine, as per its latest report. Silver too saw the highest QoQ growth in demand of 30 per cent while demand for both gold and diamond saw a growth of 18 per cent.
Just Dial CMO, Prasun Kumar said, “Correction in gold prices and strong demand triggered by the festive season across the country, have made the yellow metal the most sought after. On Just Dial, demand for gold in Tier-1 cities remained high but it was also interesting to witness faster growth in demand in Tier-II cities led by Lucknow, Jaipur, and Coimbatore. With volatility in the market, we will see more and more consumers investing in gold for security reasons. Besides, the rise in demand for other precious metals such as silver and diamond is also encouraging.”
This year on Dhanteras, jewelry brand Reliance Jewels paid homage to India’s rich heritage by launching Kaasyam, a collection inspired by Banaras. The collection is inspired by the architectural marvels of the holy city and seeks to represent the confluence of rich Indian culture and the charisma of modern India. Keeping this in mind, the entire campaign, conceptualised by Scarecrow M&C Saatchi is strategised around the central theme of ‘Dive into divinity’.
The film has been shot by Shamik Sengupta and is produced by Tandem Media.
During Dhanteras, digital gold and investment through Exchange Traded Funds have also gained momentum.
To leverage the auspicious occasion, Digital payment platform Paytm has announced the launch of its #YehDiwaliGoldWali offer ahead of Dhanteras, through which users will be able to win Goldback or additional gold worth up to ₹5,000 for the digital gold that they buy on the platform.
Paytm Gold enables users to create their own gold saving plans by opting for weekly or monthly auto payments, while also offering the option to redeem the digital gold into coins or bars, the brand stated.
Amazon Pay has also announced offers of cashback on digital gold to all its customers ahead of Dhanteras. The e-commerce giant announced its ‘Dhanteras Store’ for a wide selection of specially curated products ranging from gold and silver coins, festive jewelry, electronics, pooja items, home décor, large appliances, smartphones, accessories, Amazon Devices, digital gold, and much more.
Italian confectionery company Ferrero Rocher celebrated the onset of festivities with #MakeDiwaliGolden campaign highlighting ‘golden moments of togetherness.’ The campaign builds on the idea of connecting with your precious ones, coming together, and creating golden memories, further emphasised through digital and on-ground activations.
Gold loan company Muthoot Finance has launched its ‘Diwali Dhamaka Campaign’ offering ‘one of the best ever gold loan schemes offered by the brand’ in recent times.
The purpose of this campaign, the brand stated, was to get maximum first-time loan seekers to avail gold loans and help them meet their objectives. The campaign aims to encourage everyone, particularly hesitant first-time loan seekers to avail gold loans convincingly.
The Muthoot Group general manager, marketing & strategy, Abhinav Iyer said, “In these resurgent times post-Covid, when individuals, families, and businesses are picking up speed to regain their lost momentum, we at Muthoot Finance strongly believe that we can be the harbingers of change and a great festive offering like ‘Muthoot Finance Diwali Dhamaka’ can hugely help fellow Indians realise their dreams and become self-reliant.”
“With +25000 tons of Gold stocked in Indian households and less than five per cent of this being monetised by way of gold loans; I feel there is tremendous opportunity to unlock the latent potential of this emotional currency to turbocharge economic growth and realise our Government’s vision of making an Atmanirbhar Bharat,” Iyer further added.
There is optimism about rising consumer confidence this festive season, said the brand. With gradual improvement in the economic situation, much can be attributed to pent-up demand after almost 18 months of the pandemic-led lull.
Mumbai: Kotak Mahindra Bank has rolled out a new campaign highlighting the reduced interest rates on home loans. The reduced interest rates beginning at 6.50 per cent per annum for a limited festive season offer has even left the superstar Ranveer Singh pleasantly surprised.
In the new fun video released by the bank, Ranveer goes ‘Whaaaaaaaat?! Ab toh dance banta hai!’ when he learns about the rates. The video shows the actor lip-syncing and grooving to the tunes created by music producer Mayur Jumani – famous for his quirky mixes.
The actor has shared the song on his Instagram handle using the collaboration feature with Kotak Mahindra Bank expressing his surprise on the unbelievable Kotak home loan rate in different languages and his unique dance form.
With a total runtime of 30 seconds, the video has already garnered more than one million views.
New Delhi: Havas Group India has announced a restructuring of its senior leadership team at Havas Worldwide (Creative) India to drive business growth, consolidate client management. Effective immediately, the agency has elevated president North Manas Lahiri to the role of managing director, and Ravinder Siwach, currently the national creative director to the role of executive director and national creative director of Havas Worldwide (Creative) India.
With over 19 years in advertising and marketing, Lahiri carries experience across sectors, including FMCG, IT, Telecom, and Auto. And Siwach has nearly two decades of experience in many leading agencies. Both have been determined and helped in the overhaul of Havas in the last few years and have been exemplary for the group, said the agency on Monday.
Lahiri will continue to report to Group CEO Rana Barua and will lead both the offices (Gurgaon and Mumbai) of Havas Worldwide India. He will work closely with the leadership team of the other Havas group companies to drive growth, digital innovations and help in the overall integration across businesses and functions, said the agency. While Siwach will continue to report to Havas Group India’s chief creative officer and chairman Bobby Pawar.
“We have witnessed an exponential growth in a short span of two years and have added a phenomenal set of new clients and talents across both our offices. It was time to recognise a strong leadership to drive the client consolidation and take charge of the day-to-day operations of Havas Creative,” Havas Group India – group CEO Rana Barua said. “Manas is a seasoned leader and has driven both organic and inorganic growth for the network, and Ravinder has done an incredible job in scaling up Havas India’s creative prowess under Bobby. Together they have been amazing partners, demonstrated solid team spirit, skill, commitment, and resilience. I am confident that they will scale up Havas Creative, India to greater heights.”
Havas Group India chief creative officer and chairman Bobby Pawar said, “Ravinder and Manas are a rare pair of leaders who are equally passionate about creating great work and growing the agency. The way they collaborate sets the right tone for the rest of the team.”
Mumbai: Durr India, a subsidiary of the Durr Group, a global mechanical and plant engineering firm with expertise in the fields of automation and digitization has assigned its digital mandate to Pulp Strategy.
As a part of the mandate, Pulp Strategy will handle B2B marketing for the brand’s owned digital platforms, including content marketing, content creation, and SEO. It will also be responsible for planning new digital initiatives for the brand.
Durr India divisional manager Kabilan Veeraiyan said, “Pulp Strategy has shown a deep understanding of our digital consumer journey. They have demonstrated a data-driven approach and are aligned to our goals, and showed the experience and understanding for our need for data privacy, PII guidelines, etc., in addition to the required technical expertise. We look forward to working with them to increase our customer engagement, brand preference, and acquisition.”
The account was won following a multi-agency pitch. The association was kickstarted with content marketing for the cross Industry and a diverse portfolio for B2B audiences of Dürr India.
Pulp Strategy MD Ambika Sharma said, “Marketing to businesses is very different than marketing to individual consumers. That’s why B2B marketing is an entirely different marketing methodology, we take pride in the experience and expertise we have in not just B2B marketing but a keen understanding of technical content in the B2B context. We look forward to working with them towards an improved digital marketing practice and strengthening the brand’s digital presence.”
Mumbai: With ad volumes of 4257.91, FMCG major Hindustan Lever Ltd (HUL) continued to lead Barc’s top advertiser tally in week 42 (16-22 October). Reckitt Benckiser (India) Ltd was at the second position with 3476.66 (‘000s).
Godrej Consumer Products Ltd, which usually languished at the last five slots, jumped to the third in week 42. It was followed by Cadbury’s India Ltd, Brooke Bond Lipton India Ltd, Ponds India, ITC Ltd, Amazon Online India Pvt Ltd, and Colgate Palmolive India Ltd. Marico Ltd registered a fresh entry at number 10.
Maintaining the lead with 412.16 (‘000s) HUL’s Horlicks was the top advertised brand in week 42. Dettol Toilet Soaps and Amazon India were at the second and third positions.
Veet Men Hair Removal Cream was the new entrant at number four. In a striking development, Dettol, which used to be among the top three performers generally, slipped to the last position. In between, the chart was populated by Lalithaa Jewellery, Harpic Power Plus 10X Max Clean, Dettol Antiseptic Liquid, Disney+ Hotstar, and Moov Pain Balm.
Mumbai: The Advertising Standards Council of India’s (ASCI’s) board has elected Subhash Kamath as chairman for a second consecutive term, here on Thursday.
August One Partners LLP managing director NS Rajan was re-elected as the vice-chairman of the board. The vote, which followed the 35th annual general meeting, ensures continuity for the several initiatives the advertising self-regulator had kickstarted over the past year, Asci said in a statement.
“We have flagged off important initiatives in the digital space, such as the influencer guidelines and the monitoring of promotional content. We are becoming future-ready in this ever-changing marketing and media landscape. The second term will allow me to push further with these initiatives, which are showing immense promise. As we expand our presence, we are engaging more with consumers as well to increase awareness of their rights,” said Kamath.
The Asci board was expanded this year with the inclusion of members such as noted academician and social activist Dr Ranjana Kumari, educationist Dr Indu Sahani, technology entrepreneur Rajesh Patel, and finance sector expert and former editor Rajrishi Singhal – strengthening governance through partnering with external stakeholders and civil society.
In a statement, the industry watchdog said it will continue its digitisation efforts on the complaints management system as well as through a new website and learning tools for the industry. It will also focus on consumer, industry, and student education and thought leadership initiatives through collaborations.
Under Kamath, Asci has launched several initiatives which included Influencer guidelines for labelling promotional content which helped consumers distinguish paid content from organic, Alliance with French digital service provider Reech for monitoring influencer content using artificial intelligence for paid marketing communication and real-money gaming advertising guidelines introduced in collaboration with the ministry of information and broadcasting made it mandatory to inform consumers of the associated risks.
Asci also escalated more than 200 potentially misleading advertisements based on the advisory on COVID-related advertising by the ministry of Ayush, while also issuing its own COVID advisory for advertisers in October 2020. The industry body’s ‘Chup Na Baitho’ campaign, encouraging consumers to report ads with misleading claims, reached more than one million social media users, making them aware of their rights and how to file complaints, it added.
Mumbai: My11Circle, the fantasy cricket platform of Games24x7 has announced cricketer Mohammed Siraj as its new brand ambassador.
Siraj, who plays for the Indian team and represents Royal Challengers Bangalore in the Indian Premier League (IPL) is recognised as one of the upcoming stars and best quick bowlers in world cricket said the brand elaborating on its association with the cricketer. His most notable performance came earlier this year when he played a crucial role in India’s historic series win in Australia.
Siraj joins an illustrious group of other brand ambassadors of My11Circle including, former Indian captain Saurav Ganguly, Ajinkya Rahane, legendary batsman VVS Laxman and Bollywood actor Ranveer Singh.
Games24X7 co-founder and CEO Bhavin Pandya said, “Mohammed Siraj is young, incredibly talented, and has made an instant impression on international cricket. His fiery performance in Australia will be remembered for a long time, and all cricket fans look forward to him winning many more matches for India. My11Circle has always celebrated the youthful exuberance of Indian cricket and we are very lucky to have this bona fide star as our brand ambassador.”
Speaking about this engagement, Siraj said, “My11Circle epitomises the skill and passion of dedicated cricket fans. Association with such an admirable brand and to be able to join an eminent group of brand ambassadors including Dada, VVS, Ajinkya is a great honour for me.”
After a successful IPL campaign, My11Circle launched a new campaign earlier this month called ‘Game ke Deewane’, which has a unique proposition involving the reward money getting doubled, every time Team India wins the match.
“Our ongoing campaign in the T20 World Cup, which celebrates an Indian has struck a chord with fans and we are witnessing great participation from cricket fans who are not only using their skill to participate in the contest but are also enthused by the prospect of an extra reward in case of an Indian win,” said My11Circle VP Saroj Panigrahi.
