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Tag: Akshay Kumar

  • DS Group releases new TVC on Catch with actor Akshay Kumar

    DS Group releases new TVC on Catch with actor Akshay Kumar

    Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Catch Salt & Spices, to further strengthen its brand positioning with the message, ‘Kyunki Khana Sirf Khana Nahi Hota’. Conceptualized by Dentsu Creative, the film is centered around Catch Hing. Besides the TV channels, the all-new TV commercial will also be amplified across multiple digital touch points including Instagram, Facebook, and YouTube. The TVC features Bollywood superstar, Akshay Kumar with the vibrant and talented Kriti Kharbanda as a co-star, adding a fresh and exciting dimension to DS Group’s marketing efforts.

    The new TVC brings to life the essence of DS Group’s commitment to quality and excellence in the culinary world. It encapsulates the idea that food transcends mere sustenance; it is an experience, a celebration of flavors, and an expression of love. With Hing as the focal point, the commercial emphasizes the brand’s dedication to providing high-quality, authentic, and flavorful products that elevate every meal.

    The new Catch Hing TVC plays on the word ‘Khushboo’ which means ‘Aroma’ and is also a common name in India! The play of words between the two expressions makes the film enjoyable while delivering on the product and brand proposition. The film opens with Kumar, playing the role of a husband, entering a home carrying a bag filled with groceries, including a variety of spices, and informing his wife “Khushboo” that he brought all the groceries from the market. His attention is piqued when he notices a young boy peering into his house, sparking his curiosity about the boy’s intentions. The boy is captivated by the enticing aroma wafting from the kitchen, and upon Kumar’s questioning, he unknowingly says he is attracted to Khushboo (not his wife but Aroma) in the kitchen where Kumar’s wife, Kharbanda, is using Catch Hing for cooking. To correct the misunderstanding Kumar proceeds to introduce the boy to Catch Hing, highlighting its authentic fragrance. In the closing scenes, both men are seen savoring a delicious Indian meal prepared using Catch ‘Hing’ where Kumar delivers the message that ‘Khana sirf khana nahi hota, bigadte mamle ko sambhalne ka zariya bhi hota hai’, which translates to ‘Food is not just food, it’s also a way to handle delicate situations’. It subtly reinforces the essence of Khushboo (aroma) in cooking, enhancing flavor and serving as a crucial indicator of ingredient quality and freshness, thereby adding value – to taste, to the situation, to relationships, etc.

    Renowned Bollywood actor, Kumar expressed, “I am truly excited to continue my association with DS Group and their Catch Hing campaign. ‘Kyunki Khana Sirf Khana Nahi Hota’ has always resonated with me because it emphasizes the deeper significance of food in our lives. Food is not just sustenance; it’s an expression of love, culture, and emotions. With this new TV commercial centered around ‘Hing’, we aim to convey that message even more powerfully. I’m proud to be a part of a brand that values quality and authenticity in the culinary world, and I believe this TVC will further strengthen DS Group’s position as a trusted name in every Indian kitchen.”

    Bollywood actress, Kharbanda expressed, “I am truly honored to join DS Group’s journey in reinforces the essence of ‘Kyunki Khana Sirf Khana Nahi Hota’. The new TV commercial not only celebrates the essence of this message but also introduces the magic of Hing as a culinary game-changer. Having grown up in a household where my mom extensively used Catch masalas in her culinary creations, it’s a source of immense pride for me to be associated with the brand today.”

    DS Spiceco Pvt Ltd. business head Sandeep Ghosh emphasized the importance of spices in Indian cuisine, saying, “We are thrilled to unveil this exciting TVC, which not only reinforces our brand’s core message of ‘Kyunki Khana Sirf Khana Nahi Hota,’ but also showcases the exceptional qualities of our Hing product. Our continued partnership with Akshay Kumar and the introduction of Kriti Kharbanda underscores our commitment to excellence and innovation. We are confident that this TVC will resonate with our customers and reaffirm DS Group as their trusted choice for culinary essentials.”

    Dentsu Creative executive vice president Ujjwal Anand said, “Catch Salts & Spices is a forward-thinking brand, boasting a diverse array of top-notch offerings. With its new strategic direction, the brand aims to explore the profound relationship consumers have with food, promising to disrupt the conventional norms within the competitive market.”

  • WhatsApp Channels: A brand’s new frontier for enhanced engagement!

    WhatsApp Channels: A brand’s new frontier for enhanced engagement!

    Mumbai: Earlier this month, Meta chief Mark Zukerberg has announced the launch of WhatsApp Channels to over 150 countries including India. With channels, WhatsApp’s goal is to build the most private broadcast service available, according to the company statement. Channels are separate from chats, and who you choose to follow is not visible to other followers.

    A WhatsApp Channel allows companies to send messages to a large number of customers at once. This broadcast feature makes the communication easier and saves resources, as you only need to send one message to reach a lot of people at once.

    Companies can send, for example, important information, updates, product launches, special deals, and company news on the channels. This direct style of communication can improve customer loyalty and brand awareness.

    Several movie stars including Katrina Kaif, Diljit Dosanjh, Akshay Kumar, and Vijay Deverakonda, have already unveiled their WhatsApp Channels. Also, the Indian Cricket Team has also launched its WhatsApp Channel, aligning with the excitement building up around the ICC Men’s Cricket World Cup 2023.

    With all this, we will see what the industry experts have to say regarding Channels, on whether this platform will be a boon for brands and content creators or is it just another gimmick? Let’s find out!

    Edited excerpts

    Chtrbox VP Karan Pherwani

    The introduction of WhatsApp Channels represents an exciting development for both brands and creators within the digital landscape. This feature promises to be a game-changer in terms of community building, offering a unique platform for engagement. While platforms like Discord and Instagram have made strides in this area, WhatsApp’s extensive reach holds the potential to resonate even more profoundly with India’s tier 2 and Tier 3 audiences.

    WhatsApp Channels will serve as open channels for brands and creators to foster meaningful interactions with their followers and consumers. It provides a seamless avenue for keeping the audience informed and engaged. The ability to communicate directly through WhatsApp, a widely used messaging app in India, will undoubtedly enhance the accessibility and intimacy of these connections. This innovation is poised to redefine how brands and creators connect with their target demographics, offering a fresh, dynamic channel for engagement and communication.

    FoxyMoron (Zoo Media) business director Shubit Rakshit

    The platform is a game-changer for content creators and marketers alike, providing an intimate space to connect with audiences. With its enhanced features and commitment to privacy, WhatsApp Channels opens new doors for personalized engagement and authentic communication. It would also be interesting to see how businesses leverage this platform, especially in a diverse market like India, by delivering content in regional languages and vernacular.

    With WhatsApp Channels, the industry at large gains a versatile tool to amplify brand visibility, engagement, and ultimately, ROI.

    TheSmallBigIdea CEO & co-founder Harikrishnan Pillai

    I have reservations against any feature that mimics another platform, especially when the genesis of the existence of the app is far away from that.

    WhatsApp is primarily used for direct and personal conversations with people you know, and you don’t see the need for it to become a platform for one-to-many communication. The core of the platform is interactivity and conversations, which the feature gives a complete miss in the current avatar.

    An extension to the absence of interactivity is the absence of a comments section on WhatsApp, which is a feature that drives engagement on other social platforms. While WhatsApp can argue it as a feature or a limitation, in a one-to-many scenario, there has to be a door for a 2-way conversation.

    WhatsApp is an already overwhelming space. Work conversation, personal conversation groups, status and now this.

    SoCheers group head – outreach Kunal Khandelwal

    WhatsApp’s transition into this territory feels more natural and promising, considering its wide user base. The vision is to offer brands a distinct avenue for connecting with their audience in a more personalized and exclusive manner. However, it would require brands and creators to establish their subscriber base from scratch unlike Instagram’s ‘Broadcast Channels’, where brands and creators can get their existing follower base.

    Thus, to make the most of WhatsApp Channels, brands can captivate their audience by offering special promotions, exclusive insights into upcoming products, and showcasing variations within their product line. This strategy cultivates a sense of exclusivity, ensuring that the audience remains engaged and eagerly anticipates what the brand has to offer. Particularly in industries like entertainment, where frequent updates and releases are the norm, WhatsApp channels prove highly effective. Moreover, brands in this sector can share relatable content, engage directly with fans, and maintain a consistent stream of updates.

  • Catch partners with Dentsu Creative to launch a new campaign

    Catch partners with Dentsu Creative to launch a new campaign

    Mumbai: DS Group’s DS Spiceco has launched a new campaign for Catch Salts & Spices, featuring Bollywood actors Akshay Kumar and Bhumi Pednekar. The campaign highlights the brand’s new positioning, “Kyunki Khana Sirf Khana Nahi Hota.”

    Conceptualised by Dentsu Creative, the campaign highlights the idea that food encompasses a multitude of creations: memories, bonds, tradition, and values, thereby bringing the brand closer to a consumer’s daily life.

    The brand further emphasises the underlying thought that food is a language that is used to express a myriad of emotions.

    “We Indians do not just enjoy food; we relish it. I am pleased to be a part of the brand, Catch Salts & Spices, and its new campaign. “Food for me,” has always held a larger meaning. It is a delight to portray this emotion on screen,” said Kumar.

    On the occasion, Pednekar reiterated, “Catch Salts & Spices has become a household name with its wide range of products. I believe that the way to someone’s heart is through food, and hence resonate with the thought of “Kyunki Khana Sirf Khana Nahi Hota.”

    Commenting on the campaign, DS Spiceco business head Sandeep Ghosh said, “Spices are the soul of Indian cuisine. We as a brand, want to own the consumer’s kitchen with our range of spices. The new campaign would bring out different nuances of consumers’ interactions with food. I am delighted to welcome Akshay and Bhumi, who have elevated our proposition with their performance.”

    Speaking about the creative side, Dentsu Creative Group chief creative officer Ajay Gahlaut said, “For us, food is more than just fuel for the body, often, it’s how we express ourselves and how we show care for each other. It is about the bonding and conversations that happen over food. That’s the thought behind this campaign, and I am thrilled to see it finally come to life.”

    “Catch Salts & Spices is a progressive brand that is known for its premium quality and wide range of products and is now trying to adopt a new positioning that delves into consumers’ deep bonding with food. I can already see this breaking the clutter in the sea of sameness in the competitive landscape,” added Dentsu Creative North president Ajit Devraj.

  • Amitabh Bachchan is the most recognised celebrity in India, says report

    Amitabh Bachchan is the most recognised celebrity in India, says report

    Mumbai: Hansa Research’s Brand Endorser Report has ranked Amitabh Bachchan as the most recognised celebrity in the country with a very high all-India rank. He is ahead of favourites who are younger and probably more active in their fields, such as MS Dhoni, Virat Kohli, Akshay Kumar, Shah Rukh Khan, and Salman Khan.

    The celebrities are tracked on various metrics like likability, social media influence, perception, marketing potential, recognition, etc., which make up their final BE Score. With the highest score in the all India rank BE score, Bacchchan was ranked third in the West and North Zones, ninth in the South Zone and eleventh in the East Zone.

    The Brand Endorser is a comprehensive report of intensive research conducted across 36 Indian cities. According to the research, Bachchan has the highest-ever recognition score of 92 per cent, making him the most well-known personality in the nation. He is seen as a global personality who is self-made, relatable, influential, energetic, fit, as well as sophisticated and reliable. He is a fascinating brand ambassador for a variety of products because of these features.

    Commenting on the significance of the report, Hansa Research chief executive officer Praveen Nijhara said, “Our study Brand Endorser is a holistic and comprehensive assessment of the value that an endorser brings to a brand. The study aids marketers to take informed decisions and improve the overall return of investment (ROI) in celebrity engagement.”

    As the “Shahenshah” of Bollywood, he has a strong presence and mark in Uttar Pradesh, Rajasthan, Punjab, Maharashtra, and Gujarat.

    At the age of 79, Amitabh Bachchan is one of the most ubiquitous personalities, endorsing various brands, providing voiceovers with his trademark baritone, acting in diverse Indian & Hollywood films, and hosting one of the longest-running game shows on Indian television.

  • Tiki launches #CuttputlliOnTiki campaign to promote Pooja Entertainment’s film

    Tiki launches #CuttputlliOnTiki campaign to promote Pooja Entertainment’s film

    Mumbai: Tiki, a short video-making community, has partnered with Pooja Entertainment to promote the recently launched movie “Cuttputlli,” starring Akshay Kumar and Rakul Preet Singh.

    After the movie was released on 2 September 2022 on Disney+ Hotstar, Tiki ran a two-week-long campaign, “#CuttputlliOnTiki,” which garnered more than 300 million views.

    As a part of this campaign, Tiki creators got a chance to make videos with Akshay Kumar and Rakul Preet, and its creators posted more than 80,000 videos supporting and promoting the movie.

    The platform helped the promoters connect well with tier two and tier three audiences.

    Speaking about the collaboration, Tiki CEO Ian Goh said, “We are elated to have strengthened our association with Bollywood. It is Tiki’s first movie collaboration, and it is an exciting opportunity for Tiki to be a short-video partner for the mega-banner movie. It is also a great opportunity for our creators to showcase their talent with the trending hashtag. Our aim is to promote and support our creators to work in the Bollywood industry. This collaboration will encourage them to work hard towards their dreams.”

    Commenting on the partnership, Pooja Entertainment producer Deepshikha Deshmukh said, “Tiki’s strong presence in the regional markets has helped us take “Cuttputlli” to remote regions in the country.  It is always fun to partner with creator platforms that aim to support original talent, spreading a wave of positivity and uplifting content creators across the country.”

  • ‘The Kapil Sharma Show’ returns with ‘Naya Avtaar’ & with a ‘Naya Parivaar’

    ‘The Kapil Sharma Show’ returns with ‘Naya Avtaar’ & with a ‘Naya Parivaar’

    Mumbai: Comedian Kapil Sharma is back with The Kapil Sharma Show with a ‘Naya avatar’ and ‘Naya parivaar.’ 

    The brand-new season of The Kapil Sharma Show on Sony Entertainment Television will premiere on 10 September and air every Saturday and Sunday at 9:30 p.m.

    Sony Entertainment Television (SET) programming (non-fiction) head Sonal Yadav said, “The Kapil Sharma Show over the years has witnessed a great amount of adulation from the entire nation owing to its infectious humour quotient and as a great stress buster. It’s one of our most valuable properties that continues to bring families together. Presenting an exciting new season set against an interesting theme, Kapil Sharma along with his new comedy brigade and fresh gags promises to offer wholesome entertainment. We are glad to be collaborating with Banijay Asia and SKTV once again to bring this laughter riot.” 

    The program, which is once again produced by Banijay Asia and SKTV (Salman Khan Television), invites families to gather together for a weekend of laughter, glamour, and glamour. 

    Banijay Asia founder & CEO Deepak Dhar said, “Right from the start, The Kapil Sharma Show has created a special place with the hearts of the audience owing to years of top-notch comedy legacy behind it. The show has created its loyal set of fan base which only continues to grow season after season. The light humour, Kapil’s relatability, each character’s spontaneity, and the guests is what makes it the perfect wholesome family entertainer. And, this is one of the reasons why The Kapil Sharma Show has successfully become the nation’s favourite.” 

    He further added, “Our effort is to preserve and represent classic TV content that is universally appealing and can be watched by everyone in the family, together. That’s why we’re always adding so much diversity to the show. This time, we have new characters, new stories, a new set-up, new talent. It’s the same ‘The Kapil Sharma Show’ but with a fresh take and double the fun. It’s always a pleasure partnering with Sony Entertainment Television and SKTV, and with each collaboration, the relationship only strengthens. We’re really looking forward to this season.” 

    The Pushp Masale and Elois HRC co-presented The Kapil Sharma Show is co-powered by Volkswagen, Priyagold Hunk, Finolex Cables, Chings Schezwan Chutney, Jaquar Lighting, and Chings Schezwan Chutney. Simpolo Ceramics is the Associate Sponsor.

    Seen in a new avatar, this time around, Kapil Sharma will be running a local cable TV channel in a mohallah surrounded by his crazy family and even crazier neighbourhood. 

    “Cuttputlli” cast, which includes Akshay Kumar, Rakul Preet Singh, Sargun Mehta, and Chandrachur Singh, as well as producer Jackky Bhagnani, will be featured in the opening weekend episodes. “The Babli Bouncer” team, which includes Madhur Bhandarkar, Tamannaah Bhatia, Saurabh Shukla, and Supriya Shukla, will follow.

  • Amitabh Bachchan is the most recognised celebrity in the country: Hansa Research’s Brand Endorser Report

    Amitabh Bachchan is the most recognised celebrity in the country: Hansa Research’s Brand Endorser Report

    Mumbai: Hansa Research’s Brand Endorser Report has ranked Amitabh Bachchan as the most recognised celebrity in the country with a very high all India rank. Bachchan leads among the likes of MS Dhoni, Virat Kohli, Akshay Kumar, Shah Rukh Khan, Salman Khan and other favourites who are younger than him and who are also perhaps more active in their respective fields.

    The Brand Endorser is a report of research conducted across 36 Indian cities. As per the syndicated study, Amitabh Bachchan is the most recognised celebrity in the country with the highest-ever recognition score of 92 per cent. He is perceived to be a global personality: self-made, relatable, influential, fit, energetic, sophisticated, and trustworthy. These factors make him a compelling brand ambassador for a range of products.

    Hansa Research CEO Praveen Nijhara said, “Our study Brand Endorser is a holistic and comprehensive assessment of the value that an endorser brings to a brand. The study aids marketers to take informed decisions and improve the overall return of investment (ROI) in celebrity engagement.”

    The celebrities are ranked as per the Brand Endorser (BE) Score results. They are tracked on various metrics like likability, social media influence, perception, marketing potential, recognition, etc., which make up their final BE score. While Bachchan has scored really high in the all India rank BE score, he ranks third in the west and north zone, ninth in the south zone, and eleventh in the east zone. The ‘Shahenshah of Bollywood,’ as he is fondly called, has a strong presence and mark in the states of Uttar Pradesh, Rajasthan, Punjab, Maharashtra and Gujarat.

    At the age of 79, Bachchan is one of the most ubiquitous personalities, endorsing various brands, providing voiceovers with his trademark baritone, acting in Indian films and Hollywood, and hosting one of the longest running game shows on Indian television, Kaun Banega Crorepati.

    Hansa Research’s Brand Endorser Report covered more than 550 celebrities across domains in the country. For this study, the research was conducted amongst 5,100 respondents across 36 cities in the country. To measure the results, structured interviews were conducted across India through online and offline methodologies to understand the standings and performances of shortlisted celebrities.

  • Akshay Kumar issues public apology for endorsing pan masala brand

    Akshay Kumar issues public apology for endorsing pan masala brand

    Mumbai: Bollywood superstar Akshay Kumar often remains in the discussion for his films. The actor has been in talks on social media again for the past several days. Nonetheless, the discussion is not a film but an advertisement, which he recently did for a tobacco company.

    Kumar was recently seen in an ad of Vimal, after which he was trolled fiercely on social media. The actor is constantly facing criticism from the people, has now come forward and issued an apology for hurting his fans’ sentiments.

     

     

    He took to instagram and twitter to write an apology to his fans and followers. His post reads, “I am sorry. I would like to apologise to all my fans and well-wishers. Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back. I have decided to contribute the entire endorsement fee towards a worthy cause.”

    “The brand might continue airing the ads till the legal duration of the contract that is binding upon me, but I promise to be extremely mindful in making my future choices. In return, I shall forever continue to ask for your love and wishes,” he added.

    It is worth noting that this advertisement of Akshay Kumar was released recently. The ad features actors Shahrukh Khan and Ajay Devgan too, who were seen welcoming Akshay Kumar in this advertisement. This was the first time that three big Bollywood actors had come together in an ad. Ajay Devgan has already appeared in many pan masala brand advertisements for a long time. There was not much ruckus when Shahrukh Khan appeared in this advertisement. But as soon as Akshay came in this ad, people criticized him fiercely and trolled him.

  • Kurkure’s new campaign with Akshay Kumar adds a quirky twist to a heist

    Kurkure’s new campaign with Akshay Kumar adds a quirky twist to a heist

    Mumbai: Starting the year with a ‘masaledaar’ twist, Kurkure has unveiled a film featuring Bollywood actor Akshay Kumar and actress Samantha Ruth Prabhu.

    This film is a part of the larger ‘Ab Laga Masala’ campaign that captures Kurkure as a ‘chatpata’ anytime snack that adds an element of ‘masti’ and quirkiness to the daily lives of its consumers. In its two-decade-long journey, the Indian snack brand Kurkure has launched several innovative product formats and flavour profiles across collet, puffed, and namkeens – disrupting not only the domestic but also the international markets with its ‘masaledaar’ offerings and quirky storytelling.

    In the film, Akshay Kumar plays a thief who breaks into Samantha’s house in the middle of the night and gets distracted when he sees a packet of Kurkure kept in the kitchen cabinet. Just as he is about to open the packet, Samantha and her family catch him red-handed and snatch the pack from his hands to eat Kurkure themselves, then offering him as well. Forgetting his initial intention to rob the house and with no fear of being caught, Akshay, who is already eager to munch on the snack, readily obliges. Needless to say, Kurkure’s ‘masaledaar’ flavour sends Akshay into a ‘maha-flavourful’ bliss, until reality hits and greets him with the sound of police sirens on the way to the house.

    “Be it for my movies or my ads, I’ve always strived to create extraordinary moments for my fans, and Kurkure has been perfect at bringing out the quirky yet extraordinary side of me. It’s always fun to play an entertaining character that can transform dull moments into memorable ones with a ‘masaledaar’ kick,” said Kumar.

    PepsiCo India associate director – brand marketing Kurkure, Neha Prasad said, “Kurkure has a special place in the heart of Indian consumers with its iconic flavour and ‘tedha’ persona. The brand has the ability to portray unconventional yet relatable modern Indian family scenarios through its quirky, over-the-top storytelling that transforms any boring moment with family and friends into an entertaining one. Through this film, we want to intensify the brand love and celebrate the iconic flavour of India’s favourite ‘masaledaar’ snack.”

    Expressing her thoughts on the campaign, Wunderman Thompson senior VP Ritu Nakra said, “Daily life can be such a routine and boring when there is no ‘masaledar’ twist… but with Kurkure Masala Munch, the ‘masala’ hit in each collet unleashes full-on drama in every situation. Watch how the spicey tangy and ‘chatpata’ flavours ka hit make Akshay a mast chor in the new ad campaign for the brand.”

  • 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.