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Tag: Ankit Desai

  • TTT collabs Hershey India for ‘Butterflies’ season five

    TTT collabs Hershey India for ‘Butterflies’ season five

    Mumbai: Chocolates have been the language of love for ages. Amidst the rush of Valentine’s week, Terribly Tiny Tales (TTT), India’s most loved content company, launched Season five of its flagship web series, ‘Butterflies’, in collaboration with Hershey’s India. Released under TTT’s premier short films banner, Terribly Tiny Talkies, this latest instalment ran from 8 – 13  February, to usher in Valentine’s Day. The series captivates audiences with its exploration of love in various forms.

    With this season’s theme #YourForevers, the YouTube series delves into untold narratives of love and connection, leaving viewers with a lingering sense of warmth towards the end. Through its portrayal of diverse facets of relationships, Season 5 captures the depth of each bond, of those who add love and warmth to our lives – friends, family, and partners. With moments of connection enabled by Hershey’s range of chocolates, each tale not only tugs at the heartstrings but also leaves one wanting more at the end of every episode. Retaining the original core of the IP, Sharanya Rajgopal (Studio Head of TTT) has created every episode as a heartfelt dedication from one character to another, beautifully aligning with the season’s theme and encapsulating the enduring joy of love.

    Butterflies season 5 tells the stories of seven people over three endearing episodes. In Episode one, titled “To Maya, From Rohan,” Rohan (Ritwik Bhowmik) and Maya (Reem Sheikh) are out on a secret romantic getaway just days before their big fat Indian wedding, seeking moments of privacy and solitude amidst mounting pressures. The storyline explores the tension of their escape and the possible consequences if their families were to discover their truth, culminating in a sweet proposal beneath the starlit sky. Episode two, starring Namita Dubey as Suhani and Asha Negi as Disha, dives into adult friendships. It beautifully illustrates how these connections evolve, navigating life’s changes – taking the viewers on a delightful journey. Episode three, featuring Ashnoor Kaur as Mini, Harsh Gandhi as Ishaan, and Arjun Deswal as Rishi, celebrates the everlasting friendships forged in college amid moments of laughter and vulnerability. It uncovers Rishi’s journey back to his ‘Forevers’ after an absence, and their warm welcome back into the gang.

    TTT studio head Sharanya Rajgopal said, “After four successful seasons, we’re thrilled to announce the return of Season 5 of ‘Butterflies’, once again in partnership with Hershey India. Butterflies Season 5 is full of feels. That was the only thing we kept in our mind while working on this season. In each of three episodes we have created characters that will leave the audiences with a warm smile on their faces.”

    Hershey India marketing director Ankit Desai said, “Valentine’s Day is a special occasion for our consumers, and with our indulgent range of chocolates, we want to enable them to express love across relationships be it their family, friends or partners. We’re delighted to collaborate with TTT yet again to bring forth heartfelt stories of enduring love through their highly acclaimed web show, Butterflies. In the webisodes, we have captured the diverse spectrum of relationships, much like the wide variety of chocolates in our portfolio, including HERSHEY’S KISSES, HERSHEY’S EXOTIC DARK and HERSHEY’S BARS. For Season 5, we have amped up the game, and in our distinctive style have wrapped all the emotions with captivating storytelling, presented in a delectable package. The stories have come out beautifully and I’m sure our audience will enjoy them.”

    With a track record of collaborating with over 200 global brands, TTT remains at the forefront of delivering original and premium content in India, and with each new release continues to redefine contemporary storytelling. This season marks TTT’s venture into the AI territory with a one-of-a-kind song dedication portal, perfectly timed for Valentine’s week. One can visit the portal at yourforevers.hersheyland.in to craft personalized ‘snap songs’ for their loved ones by simply providing a few prompts – adding a layer of sentiment to their expressions of love and affection.

  • Hershey India redefines Valentine’s day celebrations with an AI-driven experience

    Hershey India redefines Valentine’s day celebrations with an AI-driven experience

    Mumbai: Hershey India Pvt Ltd, a subsidiary of The Hershey Company, a leading global Snacking and Confectionery Company and the largest producer of quality chocolates in North America, is back with the third edition of its flagship campaign, #YourForevers this Valentine’s day with an AI-powered element.

    Hershey India’s celebration of myriad relationships mirrors the vast assortment of chocolates the brand offers, such as Hershey’s Kisses, Hershey’s Exotic Dark, and Hershey’s Bars. In a move to make this Valentine’s day even sweeter for consumers, Hershey India has launched a comprehensive 360-degree approach, unveiling a tantalizing array of new products including Hershey’s Kisses Cashews, Hershey’s Exotic Dark Turkish Hazelnuts – Mocha and Caramel Flavor, and Hershey’s Bar – Dark ‘n’ Rich Coffee Flavor. The new launches aim to extend the brand’s distinctive proposition of expressing affection between loved ones by creating special moments. Additionally, the brand’s campaign features an added element of personalization enabled by AI technology.

    The AI-powered campaign invites consumers to express feelings to their Forevers through an innovative and interactive experience which helps them create personalized dedications on the microsite (https://yourforevers.hersheyland.in/). Users can create and dedicate their proclamations by providing a few prompts, which will be transformed into a personalised ‘Snap Song’. The ‘Snap Song’ will have a custom photo and lyrics created and sung using generative AI technology. The output will then be shared with users, allowing them to share the heartfelt creation with their Forevers.

    The brand has additionally partnered with leading storytelling platform Tiny Tales to showcase the dynamics of modern relationships through their highly acclaimed web show, ‘Butterflies’. The webisodes present a beautiful representation of love in myriad expressions, from the profound relationship between lovers to the cherished bond among friends. These heartwarming webisodes feature Ritwik Bhowmik and Reem Shaikh as the endearing couple who is about to tie the knot, celebrated TV Actor Asha Negi and Namita Dubey as friends who are trying to rekindle the magic of their past and Influencer Ashnoor Kaur, Harsh Gandhi and Arjun Deswal as best buddies on the verge of stepping into adulthood.

    Commenting on the campaign, Hershey India marketing director Ankit Desai said, “Valentine’s day is one of the most widely celebrated occasions, and in recent years, we have seen chocolates gaining prominence as a delicious enabler to expressing love during this special day. It’s a day dedicated to celebrating love, and through Hershey’s delectable range of chocolates, we want to empower our consumers to convey their feelings across relationships be it their parents, spouse or friends. This Valentine’s day, we have adopted an integrated 360-degree approach, encompassing new product launches, media on our lead brand Hershey’s Kisses and a new campaign on Hershey’s Exotic Dark along with in-store activations. Additionally, we are amplifying the campaign on digital through our association with Terribly Tiny Tales, coupled with a first-of-its-kind AI-enabled ‘Snap Song’, which is a personalised song crafted using generative AI technology, tailored just for our consumers. With these initiatives, we aim to deliver a strong performance this Valentine’s.”

  • TTT and Hershey India launch AI website for personalised Valentine’s dedications!

    TTT and Hershey India launch AI website for personalised Valentine’s dedications!

    Mumbai: Terribly Tiny Tales (TTT) has consistently woven heartwarming tales around the threads of love and cherished connections, striking a chord with its audience.  TTT’s flagship IP, ‘Butterflies’ (that captures love in various dynamics) and Valentine’s have been synonymous for years now, with colossal success and in collaboration with Hershey India for the last two seasons. This year for its much-anticipated 5th season, ‘Butterflies’ powered by Hershey India is set to scale new heights to usher in Valentine’s Day 2024 while retaining the original core of the IP. In a significant stride towards innovation and infusing a special touch into the campaign, TTT is not only expanding its creative prowess but also venturing into the tech domain by launching a custom dedication website for #YourForevers which will be live till February ‘24. With this distinct, cutting-edge portal fueled by Generative AI, TTT empowers users to craft customized SMS messages for their loved ones – adding a layer of sentiment to their storytelling. This strategic move positions TTT at the intersection of content and technology, reaffirming its commitment to pushing boundaries and delivering unique experiences to its audience.

    This season, with the help of this brand-new generative AI-focused website, TTT ‘helps you voice for every relationship of your choice’. The platform aims to create tailored dedications, celebrating all kinds of love this Valentine’s – be it the enduring love between friends and couples, the cherished family bonds the nuanced dynamics of sibling relationships or any other forms of connection. The AI process seamlessly integrates user inputs, generating personalized dedications with custom images and songs in a classic retro style, thus delivering a tailored mixed tape that captures both present love and futuristic storytelling in mere seconds.

    For example, consider a scenario where a friend desires to convey the essence of their bond. The user inputs all the key details into the generative AI platform about their friendship – shared experiences, defining moments, and the emotions he/she wishes to express. The AI weaves this data into a heartfelt poem, incorporates a customized image that resonates with the message and sets it all to a selected song that holds a special meaning. This unique creation, celebrating their friendship is then delivered directly to the recipient’s inbox.

    The entire campaign caters to a diverse audience of all age groups and revolves around the simple concept that being romantic at heart doesn’t always translate to romantic actions, and TTT addresses this challenge at scale, maintaining a personalized touch at the same time.  While creative storytelling remains at TTT’s core, the brand is adopting fresh, modern formats to narrate familiar tales in 2024.  Moreover, top dedications on the platform will stand a chance of becoming a film in Butterflies S5.

    TTT  founder and CEO Anuj Gosalia said, “With the world moving towards generative AI, we have stitched real love and Artificial Intelligence together by building the country’s largest dedication portal to help you express your love this Valentine’s. Personalization is a powerful tool for making consumers feel valued and understood. We have been working on this project since November ‘23  and, as we launch this website just ahead of the romantic season, we invite you to join us in the art of personalized storytelling. Also, stay tuned for the upcoming 5th season of ‘Butterflies,’ our flagship web series in collaboration with Hershey India – capturing diverse love dynamics with its rich storytelling which has always kept the audience enraptured. We’ve pulled out all the stops to make this season bigger and better.”

    Hershey India marketing director Ankit Desai said, “Valentine’s Day is a celebration of love in its myriad expressions, from the profound connection between spouses to the bittersweet relationship between siblings, and the everlasting ties shared with parents. Over the past three years, we have been building and strengthening the ethos of our campaign ‘YourForevers’. To bring alive this, we are thrilled to yet again associate with Terribly Tiny Tales for the upcoming season of ‘Butterflies’. As we eagerly anticipate the romantic tales and heartfelt content that will surely strike a chord with the viewers, we are equally excited about TTT’s launch of their Generative AI portal that adds another dimension to the campaign. Embodying innovation at its core, this portal is a canvas for heartfelt messages, elevating the art of expressing love in the digital age. Our strategy seamlessly integrates creativity, strategic execution and cutting-edge technology, enabling heartfelt connections across diverse relationships. Through the AI portal, we want to enable consumers to express love to their forevers while providing a truly personalized and meaningful experience.”

    Strategically slated for a pre-Valentine’s Day launch, the website launch campaign will leverage social media platforms for widespread promotion.  Additionally, TTT will be collaborating with multiple influencers, who will use the portal to dedicate original songs and express how they feel.  The brand is eyeing to generate 10K + submissions  through the portal and maintaining a dynamic buzz around the campaign. So, unleash the power of personalized storytelling, create unique dedications, and make this Valentine’s Day unforgettable for your loved ones. Just like love has no limits, so does the portal! Feel free to utilize it as many times as you want to.

  • Jolly Ranchers unleashes flavour fusion: Introduces ‘Two-Much’ with an exciting new campaign

    Jolly Ranchers unleashes flavour fusion: Introduces ‘Two-Much’ with an exciting new campaign

    Mumbai: Hershey India, a part of The Hershey Company, today announced the launch of its latest offering Jolly Rancher Two-Much, a unique addition to the Jolly Rancher lollipop portfolio. Jolly Rancher Two-Much aims to redefine the lollipop experience with its exceptional blend of Blueberry and Strawberry flavours in a single pop.

    The all-new Jolly Rancher Two-Much extends this commitment by offering an exciting combination of sweet strawberry and tangy blueberry flavours in one lollipop. Not only does this dual-flavour concept enhance the visual appeal of the lollipop, but it also elevates the taste to new heights, making it a delightful treat for people of all ages.

    The launch is supported by imaginative and witty communication that introduces Jolly Rancher Two-Much uniquely and entertainingly. The campaign adopts a fresh communication approach infused with fun, humour and imagination at its core.

    The film opens with a young storyteller teleporting his audience to an imaginary battleground scene from 500 years ago. With imaginative flair, he skillfully weaves a captivating tale of the genesis of Jolly Rancher Two-Much. As his friend listens in awe, the narrative unfolds with a delightful mix of amusement and scepticism, culminating in shared laughter and an abundance of fun. The ad film is a testament to the brand’s commitment to sparking imagination and uncontrollable, contagious laughter among its target audience.

    Commenting on the launch, Hershey India marketing director Ankit Desai said, “Jolly Rancher is a beloved global confectionery brand and has received a lot of love over the years. The brand is known for its bold fruity flavors that spark imagination and fun. Our objective with this launch is to bring double the joy to consumers, allowing them to tap into their imagination while savouring the best of sweet and tangy flavours in a single, delicious pop. Jolly Rancher Two-Much takes lollipop indulgence to new heights, offering a memorable and playful twist to the world of confectionery.”

    Jolly Rancher Two-Much is available across retail stores in top cities at Rs  5/-.

  • Shraddha Kapoor lights up Diwali Celebrations in Hershey India’s new campaign ‘Shraddha Waali Diwali’

    Shraddha Kapoor lights up Diwali Celebrations in Hershey India’s new campaign ‘Shraddha Waali Diwali’

    Mumbai: Hershey India, a part of The Hershey Company, one of the world’s leading snacking companies, has launched a new digital campaign Shraddha Waali Diwali for its iconic HERSHEY’S KISSES brand, featuring brand ambassador Shraddha Kapoor. Staying true to its brand ethos of nurturing warm connections with loved ones, the digital film emphasizes celebrating the magic of unspoken moments with friends and family this Diwali.

    Knowing how your favorite celebrity celebrates a special occasion is something that interests many. Hershey India brings this to life to create relatability and connect with its audiences this Diwali. The film unveils what ‘Shraddha Waali Diwali’ looks like as part of ‘HERSHEY’S Waali Diwali’.

    The film opens with Shraddha Kapoor engrossed in her Diwali preparations. She emphasises that when words fall short towards expressing affection, HERSHEY’S KISSES brand can become a perfect gifting solution that resonates with the festival’s spirit of love and togetherness. The film beautifully embodies the simplicity and sweetness of Diwali celebrations. It also showcases how HERSHEY’S KISSES brand can be a source of pure goodness in celebrating those special moments with loved ones, further strengthening the everlasting bonds with family, siblings, and friends.

    Commenting on the new campaign, Hershey India marketing director Ankit Desai said, “Chocolates have made a special place in consumers’ hearts as a preferred choice for celebrating moments of togetherness, through shared consumption or gifting, during festivals. Hershey’s delicious range of chocolates have seamlessly become an integral part of Indian households, for elevating everyday occasions or enhancing the joy of festive celebrations. Our latest campaign, Shraddha Waali Diwali, captures the true spirit of Diwali, where love and playfulness combine to create unforgettable moments with HERSHEY’S KISSES brand, fostering warm connections with loved ones. Through this campaign we want to strengthen our connection and relatability with audiences.”

    The digital film has been shared across Hershey India’s social media platforms.

    This Diwali, Hershey India has also curated HERSHEY’S Festive Moments Gift Packs that come with a unique consumer immersive experience on the pack via a QR Code. Upon purchasing HERSHEY’S Festive Moments Gift Pack, consumers are encouraged to scan the QR Code, initiating a journey to fill in details to create a personalized experience for the kind of Diwali they are celebrating this year – Be it with family, friends or a long-distance Diwali. On filling in the details, the consumer would receive a personalized wish generated by AR that can be conveniently shared over WhatsApp with their loved ones, adding a touch of thoughtfulness to the celebration. These Gift packs come with Hershey’s iconic brands- HERSHEY’S KISSES, HERSHEY’S Bars and HERSHEY’S Exotic Dark in handpicked flavours & melt-in-mouth chocolaty experience.

    Hershey’s Festive Gift Packs are available across all channels and at stores.

  • Ankit Desai rejoins Marico as media & digital marketing head

    Ankit Desai rejoins Marico as media & digital marketing head

    Mumbai: Disney+ Hotstar’s former executive Ankit Desai has joined Marico as head – media and digital marketing (India & global centre of excellence). 

    Desai had quit the FMCG major in 2019 to join Disney+ Hotstar as vice president and head – product revenue strategy (entertainment). He spent close to three years at the streaming platform. 

    Armed with nearly 18 years of professional experience, Desai is a media professional with expertise in digital marketing, strategic media planning/buying and revenue strategy. 

    He joined Marico in March 2011 as media manager before getting elevated as group media manager – India in 2014. Before Marico, he was with NDTV, where he was in charge of marketing, communication, and brand management. He has also worked with GroupM as media planner and with Dainik Jagran as ad sales executive.

    Desai has completed his PG in advertising from Symbiosis International University in 2006.