ITV

Tag: Amer Jaleel

  • ZEE joins forces with Curativity

    ZEE joins forces with Curativity

    Mumbai: In keeping with its mantra of consumer-centricity, ZEE has embraced an innovative marketing approach that has begun to yield rich dividends in terms of viewer engagement and consumer love. This unique strategy that ZEE calls ‘Winning Moments’ aims to retain and acquire new audiences by embedding culturally relevant sentiments into the network’s content, fostering a sense of community and fuelling meaningful conversations across both TV and digital platforms. Taking this approach a step further, ZEE recently collaborated with its creative partner Curativity to actively create and deploy curated content moments into the daily soaps across the network’s general entertainment channels that resonate deeply with viewers, enhancing relatability, engagement and topical relevance.

    ZEE’s robust social media community enjoys a staggering 191 million followers and subscribers, fuelling 18.4 mn organic interactions and 3.5 bn organic monthly video views, amplifying the reach of these conversations led by the network’s key protagonists who hold significant influence and credibility in the minds of the audience.

    Here’s a look at some of the winning moments ZEE crafted across its shows in partnership with Curativity. Zee Tamil’s Sandhya Ragam reimagined the traditional Seervarisai custom, where instead of the ubiquitous display of jewellery, gold, and other valuables that are offered by the bride’s side of the family to the groom’s family, the protagonist’s family chose to showcase her medals, certificates, and trophies. This powerful gesture emphasised valuing daughters for their true potential and accomplishments, rather than material possessions. Watch the moment at https://www.facebook.com/share/v/njWvVfjSPJGb9BQi/ The impact of this moment was profound, with its reach on Facebook being 15 times the average performance.

    Similarly, the evocative #MaaKaVote campaign , launched on Mother’s Day and timed with the election season in India, encouraged moms to vote for themselves and learn to prioritize their own aspirations amidst their ceaseless duties, promoting the idea of self-care. The campaign resonated deeply, achieving 12 million in organic reach and 0.5 million engagements for the #MaaKaVote film. Zee Marathi landed an important message on the occasion of the Vat Savitri festival where married women tie a thread around a tree trunk as a marker of new beginnings. As a part of an interesting conversation #JuneyBandhNaveBandh , the protagonist of Punha Kartavya Aahe was encouraged to untie the old threads of her previous marriage as a metaphor to letting go of the past  before embarking on the journey of her second. Meanwhile, the #PalakChuka initiative by the same show acknowledged that even parents are navigating their roles as father or mother for the very first time and are bound to make mistakes. The campaign promotes the idea that, just as children are forgiven for their mistakes, parents too should recognize their imperfections without self-reproach, fostering a healthier, more forgiving approach to parenting.

    ZEE CMO – content SBU Kartik Mahadev said, “At ZEE, we believe in the power of everyday innovation in storytelling that compounds to positively impact society, nurture relationships and inspire change. Today, our characters are more than just fictional personas. They reflect the evolving aspirations of our viewers, taking on vocations such as bankers, bakers, entrepreneurs, and teachers, embracing life 2.0 with vigour and resilience. They are the original influencers, deeply engaging with audiences across multiple regions and languages, connecting with millions on TV and social media daily. Our collaboration with Curativity has enabled us to craft moments in our content that align perfectly with this vision, helping us not only engage but also connect deeply with our viewers on relatable themes. By fostering a sense of community among viewers deeply invested in our content and characters, we open up meaningful conversations and enable deeper connections with the audiences.”

    Curativity co-founder Amer Jaleel said, “Curating creative and cultural solutions for Zee TV has been one of the most enriching journeys for Curativity. Our platform has independent regional talent that can think in the ethnic nuances needed for original language content. This vertical is being developed by Curativity for both content brands as well as consumer brands and happens to be one of the pillars of our platform. With the team at Zee, the curated independents of Curativity Rupesh, Ketan, Niranjana and their teams are actively feeding in-content ideas that the Zee creative teams are incorporating into the show and building on social media. It’s an extremely interesting exercise for us and we’re thankful that the platform is being leveraged for innovative forays as this!”

  • Urbn launches #JuiceUpUrbnUp digital campaign featuring Kartik Aaryan

    Urbn launches #JuiceUpUrbnUp digital campaign featuring Kartik Aaryan

    Mumbai: Urbn, the leading homegrown D2C charging solution brand has recently launched its latest campaign, #JuiceUpUrbnUp accompanied by a quirky video featuring the charismatic Bollywood sensation Kartik Aaryan, known for his charm and appeal among Gen Z enthusiasts. The video seamlessly blends modern relationships with Urbn’s unique features such as Universality, Compatibility, and portability, offering the brand’s commitment to delivering cutting-edge charging solutions with innovation and style.  

    The video unfolds with a couple enjoying their first holiday at the beach when Kartik pops up and says, “Baby ke saath aapka pehla holiday, Ab Uska phone aapka phone Uska camera aapka camera, Uska laptop aapka laptop. Iss pyaar ke beech itne chargers! Not fair, no?” followed by the unveiling of Urbn’s adapters, highlighting its capability of charging any device easily.

    Urbn’s #JuiceUpUrbnUp campaign showcases the Urbn adapter’s features of its usage across devices and super fast reliable charging solutions. Donning dual charging capability, now users no longer need to carry multiple chargers during holidays. Its compact and easy-to-carry design paired with super-fast charging which can even power up laptops makes the Urbn chargers a no-brainer for young couples who are always on the go. Overall, Urbn’s adapters serve as a one-stop solution, allowing you to declutter your tech while benefiting from the convenience and efficiency of Urbn’s charging solutions.

    Announcing the campaign, Urbn founder & CEO Sagar Gwallani said, “At Urbn, our focus has always been on building a strong connection with the tech-savvy generation of our country. To cultivate a strong connection with the Gen Z audience, there’s no better approach than adopting a relatable, relationship-centric strategy. Making the campaign even more attractive, we are excited to have the young and energetic Bollywood sensation Karthik Aryan as our brand ambassador, whose eccentric style reflects the intrinsic qualities of Urbn’s products while seamlessly capturing the modern relationship dynamics.”

    The campaign and storyline were conceptualized and brought to life by Urbn’s creative partner, Curativity.

    Curativity co-founder Amer Jaleel added,  “Urbn is a new-age brand that is on a high-momentum growth path in the devices space. Sagar the founder believes in this category and is innovating both products and pipelines for a new generation of consumers thirsty for content and games. That’s why the tag ‘Juice Up Urbn Up’ appealed so much! It’s an exciting triumvirate of his team, ours at Curativity, and Kartik Aaryan. And this is only the kick-off!”

    In alignment with this campaign, Urbn is excited to announce the forthcoming release of additional digital videos featuring Kartik Aaryan. Stay charged for more updates!

  • Lloyd’s campaign by Mullen Lintas featuring #DeepVeer goes live

    Lloyd’s campaign by Mullen Lintas featuring #DeepVeer goes live

    MUMBAI: Lloyd Air Conditioner’s latest ad film “Khayal Rakhenge. Khush Rakhenge”, highlighting an enjoyable take on its innovative technology, goes on air today. The brand-new film is targeting the young Indians who aspire for a fuller life and value products with technology that helps them live this kind of life. It’s a 360-degree launch across all platforms.

    The film conceptualised by Mullen Lintas features Bollywood’s power-couple Deepika Padukone and Ranveer Singh. The film is aimed to drive high appeal amongst young Indians couples and families. It’s going to be the sneak-peak into the Bollywood couple’s life and will add to the already existing curiosity that people have had, about their personal life post marriage.

    Commenting on the thought behind the Campaign and Film, MullenLowe Lintas Group group CCO and chairman Amer Jaleel said, “Lloyd is a new-age Indian brand and the most important aspect of the brand to influence when it came to us was its voice. We felt that consumer durable brands are not able to reflect the millennial-speak that is so important to make brands relatable in this category. If you hear people and the brand, speak like you, you stop and listen however much the clutter. We were helped by the chemistry between our stars which while being electric is thankfully so normal! The fact that they were coming together for a brand that was a first for them, their own excitement and enthusiasm at being captured and working together got added with the magic of our ‘Badhai Ho’ director Amit Sharma. All this made the atmosphere on the set so amazing that I think we just put a camera and it translated the reality on celluloid without any loss!”

    Hoping the space that the brand has taken, will pique viewers’ interest and make it memorable. This is the first of many more films to be launched going forward, which will continue to captivate the audience’s interest.

    Stating further about the campaign, Havells India vice president marketing Amit Tiwari said, “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”

  • Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    MUMBAI: For the first time, a Jaago Re (Meluku) campaign developed specifically for the women of Andhra Pradesh has been launched by Tata Tea’s premium brand in the region, Chakra Gold.  The new TVC, created by MullenLowe Lintas, endeavours to awaken the strength of Andhra Pradesh's women towards self-empowerment while battling debilitating patriarchy and discriminatory societal norms.

    Commenting on this campaign, TATA Global Beverages marketing head Puneet Das said, “TATA Tea Chakra Gold, known for its long lasting taste, is one of the most premium brands in the Tata Tea portfolio. For our latest campaign, we wanted to address the hopes and aspirations of the women in AP & Telangana. We had in-depth conversations with them where they expressed their deep desire to be free from oppressive societal ‘restrictions’ imposed on them. Hence, the aim was to bring alive these emotions of the women in this region.”

    He added, “Our new TVC campaign shows TATA Tea Chakra Gold as a preferred choice for women who always leave a lasting mark on everything they do. This is in line with TATA Tea Jaago Re campaigns that have always been ahead of the curve when it comes to addressing deep rooted societal issues and ‘awakening’ consumers to such issues. In its first regional appearance in the southern part of India, the TVC aspires to make a strong statement in true Meluku style, and we hope it will resonate with our audience and inspire them towards self-empowerment.”

    MullenLowe Lintas group CCO and chairman Amer Jaleel said, “Tata Tea Chakra Gold has always championed the South Indian woman in its advertising over the years. The shift is now to champion her strong views and actions, by which she awakens a societal and cultural change. That is why, for the first time, we have introduced the stirring emotions of Jaago Re to the Telugu-speaking audience.”

  • Tata Tea Gold’s launches new campaign ‘Dil Ko Na Kahoge To Pachhtaoge’

    Tata Tea Gold’s launches new campaign ‘Dil Ko Na Kahoge To Pachhtaoge’

    MUMBAI: Tata Tea Gold has launched a new campaign this New Year, highlighting the idea of ‘dil ko na kahoge to pachtaoge’.

    The TVC, conceptualised by MullenLowe Lintas Group, narrates the story of a young girl, who is offered a job in a different city. Her heart is set on it as it would mean a better career, but her father insists that she tries for the same company in their own city. While the daughter is in a predicament, the mother understands her dilemma and tries to cheer her up with a cup of Tata Tea Gold. The daughter refuses the tea initially but after getting a whiff of the ‘irresistible aroma’ of Tata Tea Gold being made, longs for the tea, her heart so wanted. What if it’s the same story with this job offer, her mother asks? What follows is the decision the daughter makes to take up the job offer, as she listens to her heart – with an irresistible cup of tea, regaling her senses and inspiring her to leave all regrets behind.

    Shedding some light on the concept MullenLowe Lintas group chairman and chief creative officer Amer Jaleel said, “While this film shows a young woman struggling to listen to her heart about a career choice, it’s a film that speaks to so many of us. Replace career choice with relationship choices, life choices, or any other choice that each and every one of us has made, to only regret it later, and we have a film that speaks to each and every one of us. That is the beauty of this insight and the film. Of particular importance, is the role of the mother. Like all mothers, the mother in the film also knows what her child wants, and knows that she will regret it if she doesn’t listen to her heart. Using a simple analogy of a cup of Tata Tea Gold, its tempting aroma and taste, she guides her daughter to listen to her heart, and not have any regrets.”

    Tata Global Beverages marketing head Puneet Das said, “Both, desire and regret, are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na kahoge toh pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film “Dil Ko Na Kahoge To Pachhtaoge”. With a simple storyline, the TVC addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”

  • Lowe Lintas appoints Sagar Kapoor, Prateek Bhardwaj as CCOs

    Lowe Lintas appoints Sagar Kapoor, Prateek Bhardwaj as CCOs

    MUMBAI: MullenLowe Lintas Group has announced its new creative leadership, naming Sagar Kapoor and Prateek Bhardwaj as its chief creative officers (CCOs). While Kapoor will look after a part of the Mumbai office of the agency along with all the offices in the south, Bhardwaj will oversee the agency’s north offices.

    Both of them will operate out of the Mumbai offices of Lowe Lintas, reporting to Amer Jaleel, chairman and CCO, MullenLowe Lintas Group.

    Sagar Kapoor has been elevated from his post of executive director of the agency. He has served Lowe Lintas for more than 15 years and has been responsible for several iconic campaigns including Lifebuoy’s #HelpAChildReach5, which has consistently been one of the most awarded global campaigns for over five years. Other brands under his portfolio include Axe, Pepsodent, Zee, Astral Pipes, ICICI Prudential Life Insurance, and Godrej HIT.

    Prateek Bhardwaj has moved to Low Lintas from McCann Worldgroup where he was working as the national creative director. He has over two decades of experience in the business and has received a number of awards including Grand Prix at Cannes Lions and Jay Chiat Awards, and the coveted Black Pencil at D&AD. One of his most memorable campaigns has been the recent Nescafé ads featuring stammering comedian and RJ Rishi. He has worked for a number of brands like Dettol, PayTM, Sprite, Kinley, and Chlor-mint. Prior to McCann, Bhardwaj had also been a creative entrepreneur and founded Eleven Brandworks in 2008.

  • SBI Life emphasises on happier responsibilities to celebrating life

    SBI Life emphasises on happier responsibilities to celebrating life

    MUMBAI: SBI Life Insurance, one of the leading private life insurance companies in India, launched its ‘Main se Hum’ campaign today, establishing a sharp focus on the company’s portfolio of protection products.
    The 360 degree campaign targets millennials across multiple platforms including TV, print, outdoor, along with digital and social media.

    Contrary to popular belief millennials are happy to take on responsibilities of safeguarding their loved ones, as they progress in life. SBI Life’s campaign positions insurance as a happy responsibility to help millennials progress through various life stages, subtly appealing to the cohort’s instinct of protecting themselves and their loved ones.
    The protective instinct that one acquires with the transition of ‘Main se hum’ is cleverly conceptualised and captured by Mullen Lintas in the launch film.
    Juxtaposing a carefree youth enjoying the thrill of standing close to passing metro train against a mature family man who is extra cautious while boarding a cable car with his wife and kid, subtly showcases the shift from ‘Main se hum’ as one grows in life. Using multiple everyday instances which showcase the transition of a carefree youth to an instinctively protective version of oneself, SBI Life’s ‘Main se hum’ campaign positions insurance as a happy responsibility tool for one’s protection needs.
    SBI Life SVP and chief of brand and corporate communications Ravindra Shrama says, “Our communication is aimed at driving awareness that insurance is a tool which takes care of one’s protection needs, essentially providing the peace of mind required to take on newer responsibilities in life.”
    He further added, “There is a clutter of brands pushing campaigns designed around media consumption patterns of the millennial. SBI Life on the other hand is appealing to the behavioural tendencies, which indicate that millennials are happy to take on responsibilities for their loved ones as they progress in life. We believe approaching insurance as a happy responsibility will also assist in widening the insurance penetration in India, over the long run.”
    Mullen Lintas chairman Amer Jaleel mentions, “The process of discovering insurance insights has been one of the richest experiences I have had in my career. With SBI Life we dug really deep to uncover the instinct of a protector. And that is that the protective instinct kicks in when you’re thinking changes from the younger ‘main’ thinking’ to the more mature ‘hum’ thinking’ and that is what we have based our work on. Insurance is that ‘main se hum’ ka kadam that we all have to take in life.”

  • Mullen Lintas wins creative business of Motlilal Oswal

    MUMBAI: India’s leading financial services company, Motilal Oswal Financial Services has appointed Mullen Lintas Mumbai as its creative agency. The agency was chosen after a multi-agency pitch.

    As part of the mandate, apart from delivering solutions on conventional mediums like TV, Print, Radio and OOH, Mullen Lintas Mumbai will also provide strategic recommendations and creative ideas for the digital and social space.

    Commenting on the appointment, Motilal Oswal marketing director Ramnik Chhabra said, “Mullen Lintas managed to creatively interpret our communication brief with simplicity and impact. Important parameters while communicating in a category with low penetration and awareness.”

    The win marks Mullen Lintas’ foray into the financial services sector. Launched about a year-and-a-half ago in India, the agency has been having a brilliant run over the past few months with multiple new business wins across key markets of Mumbai, Delhi and Bangalore. This win marks another important milestone for the agency in the current financial quarter after it recently won the new business mandate of Tata CliQ and Too Yumm!

    Speaking of the win, Mullen Lintas chairman & CCO Amer Jaleel said: “Motilal Oswal is a large enterprise that’s founded on strong principles. And the simplicity with which they approach financial services is quite impressive. When we met the people behind this inspiring organisation we were really thrilled by their childlike enthusiasm towards the advertising idea that we had proposed. Their reaction and response pretty much sums up our campaign premise. You’ll soon get to see some really clutter breaking work.”

    Expressing his views on the win, Mullen Lintas Virat Tandon CEO said, “Everyone knows that Motilal Oswal are the best at what they do – making money for their clients. But, what we also realised in the pitch process was that they are also very good at understanding and buying good creative work. Their brief was very clear and I guess we gave them an idea that they believe will make money for them. We are very excited on winning this mandate.”

  • Gionee unveils campaign by Mullen Lintas

    MUMBAI: As a smartphone player that harbors ambitions of captivating the populace of this country with its offerings, Gionee has done itself proud by emerging a hot favorite amongst other emerging players. In a short span of time, it has managed to cross over 1.25 crore customers and the numbers continue to rise every passing day. After the successful launch of S6s smartphone a few months ago, Gionee has announced the launch of another model called A1.

    The A1 is a great innovation from Gionee and is backed by a phenomenal design and other noteworthy attributes. While it’s loaded with best-in-class features, the idea is to launch A1 with great fanfare and make it a desirable phone in India. A1 is the first flagship model under #Selfistan and will be followed by the launch of other models under the same umbrella. The main highlight in all these models is that they will all possess a selfie flash. To announce the launch of A1 in India, Gionee has launched a new campaign starring brand ambassador Alia Bhatt. The campaign beats everything done in the past and is well placed to take the world of ‘selfie’ way forward.

    Mullen Lintas Delhi has developed an idea called “#Selfiestan”, which is how an ideal world should be. A world of equals and a world where people come closer to each other, where one can express their emotions freely and connect with strangers. ‘#Selfiestan’ as an idea is aimed to differentiate Gionee A1 from any comparison in the world of selfies. Incidentally, Gionee A1 also happens to be great on battery life and other features.

    Gionee India MD Arvind R Vohra said: “The Gionee A1 is the new language of fun, laughter and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies. We at Gionee India are proud to bring our own version of selfies to India with the #Selfiestan campaign. The film reflects the unique concept perfectly.”

    The campaign has been made exciting by roping in Alia Bhatt, one of the brand ambassadors of Gionee. Alia Bhatt has done a commendable job in driving the idea of ‘Selfiestan’ further. Mullen Lintas Delhi has designed the campaign to leverage the uniqueness of the content. Given that it’s a new launch of the phone, the campaign starts with a teaser on Outdoors and TV and is backed by aggressive drive across Print, Digital, Radio and Activation as well.

    Alia Bhatt said: “#Selfiestan is truly a special world where you and I can express ourselves freely through selfies. It is one big tribe of selfie lovers who change the notion of selfies being just a narcissistic form of expression to a more inclusive ‘smile-and-the-world-will-smile-with-you’ kind of place. A kind of place where all of us can coexist feeling really amazing, all the time! So I welcome you all to Selfiestan!”

    Mullen Lintas chairman & CCO Amer Jaleel said: “While other brands are still saying why they are good for Selfies, Gionee chooses to take the larger platform, that of owning the world of Selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today”.