ITV

Tag: awareness campaign

  • CenturyPly announces new campaign #LetsNotForgetAlzheimers

    CenturyPly announces new campaign #LetsNotForgetAlzheimers

    Mumbai: Century Plyboards has launched “#LetsNotForgetAlzheimers” under its annual IP, CenturyHeroes. Designed in association with the creative digital agency Sociowash, the campaign has already reached 8.9 million people so far.

    Together, CenturyPly and Sociowash developed concepts that would create curiosity, raise awareness, and leave a lasting impression around Alzheimer’s.

    The campaign is live on social media platforms like YouTube, Facebook, Instagram, and the website. To reach the masses, the brand also leveraged the print medium and placed an ad in the classified section of a leading daily newspaper.

    The messaging about the campaign is tied back to a specially curated microsite, www.letsnotforgetalzheimers.com, which aims to interact, engage, and inspire the audience through a gamification route.

    The campaign starts with three bafflingly simple questions, followed by a heart-touching brand film released to spread the message through multiple digital avenues. The campaign celebrates three types of heroes: one who fights the daily battle, one who is the support system throughout, and one who puts in extra effort for others.

    Commenting on the campaign, Sociowash co-founder Raghav Bagai said, “We devised the strategy focusing on CenturyPly’s target group. With this campaign, the main aim was to get the message across straight and clear. From fixating on the campaign tonality to channel selection and finally cracking the copies, each and everything was done to leave a long-lasting impression that not only spreads awareness but provokes thought.”

    “CenturyPly has progressed year on year, and each year they support a different social cause with their annual IP CenturyHeroes. Through this campaign, they wanted to raise awareness amongst people about Alzheimer’s disease, which has gone unnoticed until now. The campaign has touched 8.9 million people who learned about Alzheimer’s. Many identified the message while taking necessary steps to be mindful of the cause.” Raghav added.

  • Godrej Group launches a book to create awareness about safe environment

    Godrej Group launches a book to create awareness about safe environment

    Mumbai: To mark the occasion of World Earth Day this year, Godrej Group has released a book called ‘The Last Cloud, Ray, Drop, Mangrove and Bee’ for children to urge them, other individuals and business heads to invest their resources in safeguarding the environment and protecting valuable species from extinction. Using this digital book as a platform, the group, sends an urgent message about preserving the environment for tomorrow.

    Through the character ‘Maahi’ the book carries the message of inculcating environment awareness and its need for protection to every individual, through children’s tales. The book showcases the imperative of involving younger generations in the effort while reaching out to more people to help save our environment.

    The key intent of the book is to foster concern for the environment by depicting how critical it is to establish good habits such as reducing, re-using and recycling at a young age since children tend to respond better to environmental issues, said the statement.

    “The Godrej Group has historically been at the forefront of environmental conservation and each and every organisation under our umbrella is determined to making every effort towards a cleaner, greener and better world. We have always considered a sustainable work ethos as our responsibility to our nation and our planet,” said Godrej Group executive director and chief brand officer Tanya Dubash. “To safeguard the environment for the generations yet to come, we aim to promote personal responsibility through this book ‘The Last Cloud, Ray, Drop, Mangrove and Bee.’ We hope to instil  a sense of passion in every reader to invest themselves into preventing environmental degradation and nurture conservation.”

    “We will be launching the book in three parts, thereby, celebrating Earth Day for a whole week,” Dubash further added.

    “Every Earth Day, we’ve been asking adults the world over to think about the children of the future,” commented Creativeland Asia CCO Anu Joseph. “This time though, we thought, ‘let’s redirect to the little ones.’ After all, the future of the planet is intertwined with theirs. And when the little ones know better about Earth’s history, they’ll grow up and change the global warming story. And our videobook, The Last Cloud, Drop, Mangrove, and Bee, gives that loving nudge through little Maahi and her friends as they spread planet positivity and change the world to be #EarthfullyYours.”

  • IAA extends Olive Crown brand to raise awareness on soil degradation

    IAA extends Olive Crown brand to raise awareness on soil degradation

    Mumbai: The India chapter of the International Advertising Association (IAA) has extended its Olive Crown brand to raise awareness about the global cause to save our planet Earth from soil degradation. As a part of this initiative, the twelve-years strong brand will support the global ‘Save Soil’ movement being launched by the Isha Foundation. 

    The industry body released five hard-hitting creatives created by Madison BMB for the ‘Call for Entries’ campaign that emphasises the urgency of the issue, even as it invited entries for a ‘compelling 360-degree campaign to save the soil and our future.’

    “The Olive Crown Awards have been hailed and accepted as the gold standard in an area where sustainability and creativity converge. The IAA has decided to extend the Olive Crown brand and take up urgent issues relevant to the environment,” said IAA president Megha Tata. “As a part of this, we are supporting the global Save Soil movement being launched by Isha Foundation. I am happy that the Asian Federation of Advertising Associations (AFAA) is also on board with us in amplifying this important message.”

    “In life, what possibly tends to be taken for granted the most, are things like soil. You never think of it as a finite resource. While most other resources get replenished from time to time, the amount of fertile soil in the world is getting depleted,” remarked Madison BMB CEO and chief creative officer Raj Nair. “This is happening at such a rapid rate that it needs to be addressed on a yesterday basis. And that’s something that the advertising community truly understands: that the deadline was yesterday. So, the invitation is for agencies or individual teams to come forward with their compelling communication ideas to highlight the issue.”

    “This is a little-known but huge global problem. Topsoil erosion and the depressing food production arising out of that concern us all,” commented said AFAA chairman Srinivasan Swamy. “AFAA is happy that IAA is taking up this important communication need and we are happy to be part of it.  AFAA has been associated with the Olive Crown Awards for many years and the response to the awards from across Asia has been good. I am sure AFAA members will step up and send good entries for this issue as well.”

    Olive Crown committee chairperson Pradeep Dwivedi added, “We are reaching out to our creative community and appealing to them to create a truly effective campaign that will be judged by an elite jury. The winning entry will be awarded on our Olive Crown awards night and will also be run across pan-Asian media. This new campaign to be awarded is a great addition to our annual Olive Crown Awards.

  • IPRS launches awareness drive on music licensing

    IPRS launches awareness drive on music licensing

    Mumbai: The Indian Performing Right Society (IPRS), India’s only copyright society representing authors, composers, and publishers of music is commencing a three-month-long campaign ‘License Liya Kya’ to educate music users on the different licensing needs and kinds of music licenses available.

    It will highlight the benefits of music licensing and the ease of procurement through a copyright society like the IPRS. Topics covered will include music licensing scenario in India, why music licensing matters, and the future of music licensing in the digital era. The campaign will witness talks with industry insiders and experts via virtual events, influencer programmes, and awareness-building initiatives.

    “We are glad to announce this campaign which will not only bring in awareness but will also highlight the importance of music licensing. We have always believed in creating a secure community for authors, composers, and music publishers,” said IPRS chairman Javed Akhtar. “Through this campaign, we aim to bring about gradual transformation and a mindset shift towards respecting and acknowledging ‘Fair Pay and Fair Play’ of Music. We have received a great response for our previous campaigns, and we look forward to receiving wholehearted support for this initiative as well.”

    According to the Music Consumer Study 2018, the old licensing process or the physical licensing process contributed only 10.7 per cent to the streaming revenue of the overall market. Only five per cent of the businesses took a license for the public performance of the music they play. However, after the introduction of digital licenses where people can take online licenses as well as can make online payments, digital sales began contributing 78.5 per cent to the revenue.

    As per a recent study by FICCI & EY Indian consumers spent 21.5 hours per week listening to music in 2020. While India’s average of 21.5 hours/week is higher than the global average of 17.8 hours/week, royalties to authors and composers make up only a small percentage of the media and entertainment industry’s total revenue.

    The objective of the IPRS with this campaign is to drive awareness towards Fair Pay and Fair Play in music by emphasising on the significance of abiding by licensing norms. The IPRS, registered under section 33 (3) of the Copyright Act, 1957 is entitled to grant licenses for usage of musical and literary works of its members for public performance and/or communication. There are different categories of tariffs depending on the premise, event, and medium – television, radio, internet streaming, etc where such musical work is used.  IPRS currently administers two types of licensing rights namely performing rights and mechanical rights.

    “With the launch of this campaign, we aim to create awareness on licensing and simultaneously felicitate our partners who have extended their support in endorsing fair trade music and upheld transparent and ethical value chain for authors, composers, and all music rights holders,” stated IPRS CEO Rakesh Nigam. “Through this initiative, IPRS would educate, inform and reinstate the need to listen to licensed music, thereby paving the path towards a flourishing future for the music industry and its creators.”

    Some of the earlier campaigns executed by IPRS include ‘Credit The Creators’ (addressing the need to acknowledge and credit creators of music), ‘Know Your Music’ (an initiative to promote different genres of Indian music and initiate transformation in the way audience engage with music) and ‘Her Music’ (addressing lack of women representation in the music industry and creating a forum to empower, encourage and celebrate women in music).