ITV

Tag: Amit Akali

  • Dailyhunt launches fun, quirky new benefits campaign targeting youth

    Dailyhunt launches fun, quirky new benefits campaign targeting youth

    Bengaluru: Dailyhunt , India’s #1 local content discovery platform, recently announced its new multimedia campaign, ‘#DailyhuntHaiNa’. The campaign reaches out to the millennials across Bharat, through fresh, young and quirky videos using humor to connect with them to highlight core benefits of Dailyhunt.

    Dailyhunt has always aimed to connect with its audiences across real Bharat. While previous campaigns such as #HarBhashaEqual and #KhudKiSochBanao focused on linguistic diversity and inspired the audience to form their own opinion respectively, the current campaign focuses on the young and fresh nature of the brand and its young audiences.

    The multi-channel campaign, comprising 6 TVCs, Digital, Radio & Outdoor brings alive various features of the app and how they benefit the user. The first 3 short films of the campaign highlight the USPs of Dailyhunt through situational humour.

    Access to hyperlocal content in vernacular languages (local updates)

    The role of deep learning and AI algorithms to predict user preferences (apni pasand ka content)

    Aggregation of more than 2 million pieces of new content every day (latest updates).

    Talking about the campaign, Umang Bedi, President, Dailyhunt, shared “We want to create a brand identity for Dailyhunt which resonates with our target audience’s identity as well- fun, quirky and humorous. The idea behind the campaign was to connect with the millennials (18 to 30 years, across Bharat) and get them hooked on to the unique benefits of Dailyhunt. To also do it in a 15 seconder without dialogues was super cool from the team”

    Amit Akali, Managing Director and CCO, What’s Your Problem :  “After owning the elections through the ‘Tota Mat Bano’ campaign, we wanted to be ‘always on’ in the consumer’s mind. The idea was to identify the key benefits for the consumer. Since the target audience is young India, we were clear the creatives had to be relatable to them, while being edgy enough to stand out. Plus we had to do this in 15 seconds. Hence, we took on a slightly cheeky and provocative tone of voice. That, coupled with some crazy scripts, catchy music and sharp comic timing, hopefully ensured that the films and their messaging can’t be missed.”

    The campaign has been directed by Prashant Issar (Sippy) and produced by Tubelight Films and it will be run across the country in 7 languages across TV, digital and social platforms.

  • Tanishq presents blessed gold – #DuaKaSona

    Tanishq presents blessed gold – #DuaKaSona

    MUMBAI: Tanishq, India’s trusted jewellery brand, has launched an interesting campaign which essentially highlights the #GoodnessOfTanishq and communicates the message that when you choose Tanishq, you choose gold that is enveloped with the blessings of every life it has touched.

    Conceptualised by WYP Brand Solutions, the campaign comprises of a series of videos which beautifully portrays emotions and couples it with rationality, thus bringing alive the concept of ‘blessed Gold’ or ‘Dua Ka Sona.’

    The campaign brings to light the ethical, responsible and sustainable business practices employed by the brand since its inception. Just like its parent company Tata, Tanishq has always been associated with goodness. The brand has taken sincere and proactive steps to uplift and support the lives of its Karigars, to build an environment-friendly system and in the end give back to the society. Tanishq walks the complete mile for ensuring healthy and dignified working conditions for the karigars. The brand also runs several initiatives for empowering women, for instance enabling the first ever all –women’s self-help karigar group, providing skilling and livelihood opportunities to women and supporting the education of girl children through the Titan Kanya initiative. Tanishq also works towards creating a more sustainable future by using recycled gold, recycling water and using renewable energy at all manufacturing units. These very blessings from the karigars, the numerous women who have benefitted from the initiatives and from the environment as a whole is what makes it ‘DuaKaSona.’

    The campaign has three films which is also available in 7 vernacular languages ensuring a great connect with the consumers. In the signature Tanishq style, the videos beautifully highlight the sentiments in the context of a wedding, the naming ceremony of a baby girl and that of a young girl gifting jewellery to her mother.

    Speaking about the film, Titan Company associate vice president – marketing, jewellery division Deepika Tewari said, “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and girl child. Being in Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewellery by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”

    WYP Brand Solutions MD & CCO Amit Akali explains, "It’s an honour to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewellery but building the lives of Karigars, communities, future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way – actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGO's, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewellery. We then realised what the brand meant when they said every piece of jewellery was 'Truly Blessed'…and the creative wrote themselves.”

  • Arrow says ’best is yet to come’ in latest campaign

    Arrow says ’best is yet to come’ in latest campaign

    MUMBAI: Marking its 25th anniversary in the country this year, Arrow continues to stand tall for its contemporary, timeless and classic workwear; one that India has loved it for.

    Pioneering workwear styles that allow professionals to look and feel their best each day, Arrow has been at the forefront of shirt-making from creating the first detachable collar in 1851 to creating 400 more.

    Bringing fervour to life is Arrow’s newest campaign – ‘Best is yet to come’, conceptualised and executed by Arrow’s AOR, integrated agency What’s Your Problem Brand Solutions.

    The film encourages professionals to do their best each day and stop at nothing. Telling them how yesterday’s awards, promotions, successes are all yesterday’s, but today is a new day and the need to outdo oneself must never rest, because the best is yet to come.

    The film shows Arrow celebrating 25 years in India by dressing up retired corporate professionals who they missed dressing up earlier, as these professionals had already retired before Arrow had launched in India. Thus evolved the idea of dressing up OP Khanna, an 82-year-old man to celebrate his past corporate achievements and his pursuits today, where he strives to be better than yesterday. And dressing him up is to showcase that even his best corporate look is yet to come.

    Arvind Fashions Limited CEO for heritage brands division Sumit Dhingra says, “Arrow has been at the forefront of legacy and innovation for the last 25 years in India. But not one to rest on its glory, through this campaign, we want to urge the young or old, working or entrepreneur, sportsman or director; to continue their journey for perfection, knowing well that their best is yet to come. It was a privilege shooting with O P Khanna, mirroring his quest to keep going even at 82 is inspirational.”

    What’s Your Problem Brand Solutions founder and creative head Amit Akali,

    and creative supervisor Aditi Naikar say, “Rarely has a fashion brand dared to use an old man as a model. With Arrow’s team of designers, international stylists, make-up artists and photographers, we set about making him look better than he’s ever looked before. This was a live activation, captured on film by Director Prasad Naik and his team at Fusion films. We all realised that OP Khanna’s story was so inspirational, we just had to do justice to it by capturing its reality – at the same time Arrow is a fashion brand, and I think Prasad has managed to make it both, a fashion film and an emotional documentary.”

    Director Prasad Naik adds, “When WYP came to me with the idea I was really excited. Being a fashion photographer who has been constantly trying to reinvent myself I resonated with the thought of ‘best is yet to come’. I was also clear the film had to be shot in a real, documentary style just bringing alive Mr. Khanna’s true story – but it also had to look more beautiful and contemporary than any fashion film you’ve seen – which is why we flew down a German cinematographer from Portugal who specialises in these kind of documentaries.”

  • Dailyhunt launches youth-focused campaign #NewsKaDailyDose

    MUMBAI: Dailyhunt has launched a fresh campaign to strike a chord with the audience across India. The campaign aims to target the youth between 18-24 years, to drive Dailyhunt mobile app installs and for the audience to get a better understanding of the breadth of content offered on the app.

    The campaign shows many scenes from across India where different audience segments including students, working professionals and housewives are hooked to the Dailyhunt App, and who are getting their daily dose of news on a single mobile platform. The ad attempts to capture Dailyhunt’s user enthusiasm and reactions to the happenings around them in their preferred language by just the click of a button on their phone.

    Dailyhunt founder & CEO Virendra Gupta said, “With the latest campaign, we want to highlight the current trends related to digital news consumption pattern in India. There is an evident growth in the demand for consuming content digitally, especially news in the native language on mobile platforms in our country.”

    What’s Your Problem joint MD and creative head of creative and content Amit Akali adds, “The ‘what to say’ and strategy is as important for any brand, as the creative. Thus, we decided to go back to the basics and demonstrate how the brand has been giving 15 crore Indians all the news and info they need.”

  • Muthoot prays for fulfillment of the consumers’ aspirations in new Ad Campaign

    Muthoot prays for fulfillment of the consumers’ aspirations in new Ad Campaign

    NEW DELHI: ‘Sapney aapke, prarthana hamari‘ (your aspirations, our prayers) is the tagline of the new advertising campaign by Muthoot Finance Ltd.

    Conceptualised by the Delhi team of Grey Worldwide, the core objective of this campaign was to present Muthoot Finance as a company that goes beyond just the five minutes that a customer spends while making a transaction in a branch, into the company with a heart. In other words, when Muthoot Finance provides a gold loan to a customer, the customer is always given that loan by Muthoot Finance from the heart and with a prayer that whatever the customer wishes for comes true or gets full-filled.

    To give the six-week campaign a holistic approach, Muthoot Finance has devised a 360 degree marketing campaign that includes electronic, print, radio, digital, outdoor etc. The ad will be aired and published across India in local languages.

    Muthoot group director Alexander George Muthoot said: “In today‘s day and age of transactional relationship between the marketer and the consumer it was imperative for us to bring out the essence of our company – our essence of trust, of care and of being inclusive. As market leaders and competing at the same time with multiple competitors, it was important for us to differentiate ourselves. The product that we offer is the same but our philosophy is not. The new campaign talks not just about the fact that ‘we give gold loans for anything you need‘ but talks about that we care about your dreams and when we give you a gold loan, we pray that the dream that you have seen comes true, essentially bringing forward the core thought of a loan with a heart.”

    Grey India National creative director & EVP Amit Akali said, “When we met the client for the pitch briefing, we realised that while most ‘Gold Loan‘ companies were transactional and atypical moneylenders, almost Shylock like, Muthoot was clearly different. They came from the philosophy that when a client comes to you to pledge his gold, he‘s come to you because of a problem, a need or a dream and they were there to find a solution. We did a ‘mystery shopper‘ exercise to validate the same and realised that Muthoot employees actually behaved differently; they seemed more concerned about your problems, went out of their way to help, were polite and were ingrained with small ‘human‘ practices, like handing out money only with their right hand. We were then ‘clear‘ that we need a route that would allow us to bring alive these ‘intangibles‘. That is where the thought of Muthoot employees ‘praying‘ for their clients dreams to be realised came from. When it came to the film, we wanted to keep it simple and ‘real‘, with ‘real‘ characters and show what they actually took loans for.”

    The concept behind ‘Sapney aapke, prarthana hamari‘ was to go beyond the clich?©s like fear, elevation, the best in class, the best returns, security, being always there, etc. In the transactional world of banking and NBFC, ‘Sapney aapke, prarthana hamari‘ stands out. It purely states that when the consumer approaches Muthoot Finance for a gold loan, he is not only provided that loan but the company understands the dreams and aspirations. While no company can shy away from the business angle, the aim is to bring out the humane side: pray that all dreams come true. Thus, the core of this concept was to present a Muthoot Gold Loan as a ‘loan from the heart‘.

    The TV poetically speaks about the multiple milestones that arise in the lives of everyday, common people. Whether it‘s a business venture, a new home, welcoming the birth of a new baby, or a child‘s higher education, the idea was to go beyond the fact that sometimes you just need to take a loan. In each of these situations, Muthoot Finance not only is a facilitator that works to keep alive the dreams of people, but is also a trusted company that believes in praying for people‘s endeavours to turn out successfully.

    The campaign was made keeping The Muthoot Group‘s legacy of 126 years of trust and being one of India‘s highly-respected diversified business conglomerates.

  • RBNL appoints Grey India as creative AoR

    MUMBAI: Reliance Broadcast Network Limited (RBNL) has entrusted the creative duties of its entire portfolio across radio and television to Grey India. The agency‘s Mumbai and Delhi offices will be in charge of the account.

    Grey Delhi will handle creative duties of 92.7 BIG FM, BIG Magic (UP, MP, Bihar and Jharkhand) and Spark Punjabi (part of Big CBS), while Grey Mumbai will handle Big CBS Prime, Big CBS Love and Big RTL Thrill.

    The development comes after the network conducted a multi agency pitch in the capital.

    Grey India had entered the fray only for the radio business but was eventually awarded the mandate for the entire RBNL portfolio.

    Grey India EVP and national creative director Amit Akali said, “As usual we didn‘t approach the creative through traditional above the line advertising. We tried to find solutions for BIG FM, whether they came through programming, slugs, on-ground activation, events or digital ideas. Most importantly we had great fun working on the pitch and that obviously showed in the work we presented.”

    Grey South and South East Asia chief strategy officer Dheeraj Sinha said, “This was a pitch which didn‘t feel like one. It felt like we were partners discussing strategy and responding to creative ideas. The vibe between the teams on both sides has been great and that to my mind is the biggest starting point to a successful partnership. I am fascinated by the role of media in today‘s changing cultural landscape and see a big opportunity for us in this space, especially with the width of offering Reliance Broadcast Network has across radio and television. We look forward to redefining some codes in this space.”

  • Grey creates new Reliance Unlimited Plan TVCs

    Grey creates new Reliance Unlimited Plan TVCs

    MUMBAI: Reliance has rolled out new television commercials for the Reliance unlimited plans featuring Anushka Sharma and Ranvijay.

    The TVCs have been conceptualised by Grey India.

    Produced by Rising Sun, the films have been directed by Shoojit Sircar.

    Grey India national creative director Amit Akali said, “This film should keep Ranvijay fans happy. A lot of them keep complaining about how Anushka mistreats him in our films. So here‘s a film where Ranvijay is on top of the game, at least for a large part of the film. In the end it‘s obviously Anushka and her network that win the day.”

    Grey executive creative director Vishnu Srivatsav added, “This was a great product and we wanted the advertising to do justice to it. We also wanted to have fun with the ‘Tera Mera‘ format and open up Ranvijay‘s role, through the challenge. We had fun coming up with Ranvijay‘s outrageous attempts to inflate Anushka‘s bills and it was also nice to build Ranvijay‘s hopes, just to let him down.”

    The ad-

    Sharma and Ranvijay are at the breakfast table, breaking into their usual banter. Ranvijay makes fun of Sharma about her bill amount being so low and mocks her phone by calling it a showpiece. Sharma confidently challenges him to get a higher bill with her phone. Ranvijay thinks he‘s nabbed the opportunity of a lifetime.

    Over two TV commercials we see Rannvijay applying the “most absurd” ways to consume phone calls, data and SMS on Sharma‘s phone. Good luck SMS being passed on to hundreds of people, cricket match being watched on the phone instead of big screen, call put on hold till end of day, waiting for a certain Kriplaniji to return, making an STD to listen to Delhi FM, uploading the innate, stupid photographs, delaying a callback so that it can happen on a roaming sector, anything that will bust Sharma‘s phone bill.

    When the bill finally arrives, Ranvijay‘s month-long cheer turns into disappointment. He is stunned that the bill is only Rs 1500. Sharma, however, promptly corrects him. Its Rs 1499, she says, clearly demonstrating that The Unlimited Plan truly allows unlimited calls, data, SMS usage. And, reiterates that “Reliance is Simply Better”.