ITV

Tag: BC Web Wise

  • Tiger Balm roars for the ‘Keepers of the Wild’

    Tiger Balm roars for the ‘Keepers of the Wild’

    MUMBAI : This International Tigers Day, Tiger Balm, usually known for soothing aches, is setting its sights on a different kind of relief: giving India’s forest guards the recognition they sorely deserve. Ad agency BC Web Wise has launched a stirring new campaign, “Keepers of the Wild,” that’s purr-fectly pitched to honour these unsung heroes of conservation.

    Crafted entirely by BCWW, the campaign features two evocative line-art films. Narrated from the tiger’s perspective, these aren’t about romanticising the jungle, but about giving a nod to the humans who make the big cats’ survival possible. Alongside supporting social content, the films offer a rare glimpse into a truly wild relationship, one built on mutual respect, care, and staunch protection.

    BC Web Wise creative director Sonali Banerji shared, “We wanted to create something that didn’t just talk at the audience, but made them feel — feel the weight of the silence, the solitude, the strength it takes to protect something as fierce as the wild. The tiger’s voice in this campaign isn’t loud  it’s layered. Just like the work these forest guards do.”

    Gardenia board brand & marketing expert and advisor, Pankaj Bhawnani shared, “This isn’t a story about tigers alone. It’s about the people we rarely see. The ones who stay back, stay still, or step away when it matters most. Through this campaign, we wanted to bring out that emotional undercurrent of conservation. Because sometimes, respect is the greatest form of protection.”

    At its core, “Keepers of the Wild” reflects Tiger Balm’s own ethos, care that’s constant, quiet, and deeply human. The campaign doesn’t rely on spectacle, but on sincerity, and invites audiences to rethink what it truly means to be a guardian of the wild.

    Gardenia Cosmotrade LLP (exclusive distributors of Tiger Balm in India) Designated Partner,  Puneet Motiani said, “For over a century, Tiger Balm has been associated with relief and this campaign is an extension of that legacy. It’s about recognising the invisible strain that forest guards endure, and acknowledging the care they offer  not just to the animals, but to the entire ecosystem. We’re proud to stand behind a campaign that speaks with so much heart.”

    At its core, “Keepers of the Wild” mirrors Tiger Balm’s own philosophy: care that’s constant, quiet, and profoundly human. The campaign eschews flashy spectacle for genuine sincerity, inviting audiences to rethink what it truly means to be a guardian of the wild.

    Puneet Motiani, designated partner at Gardenia Cosmotrade LLP (exclusive distributors of Tiger Balm in India), noted, “For over a century, Tiger Balm has been associated with relief, and this campaign is an extension of that legacy. It’s about recognising the invisible strain that forest guards endure, and acknowledging the care they offer – not just to the animals, but to the entire ecosystem. We’re proud to stand behind a campaign that speaks with so much heart.”

    Following last year’s successful #EyeOfTheTiger campaign, this year’s narrative paws to deepen the admiration for forest guards, offering a unique perspective from the very creatures they protect. Through “Keepers Of The Wild,” it’s clear that sometimes, #ToughAsATiger isn’t just about raw power, but about presence – showing up for the wild, and leaving ample space for it to thrive.

  • LIC Housing Finance puts your name on the door, digitally speaking

    LIC Housing Finance puts your name on the door, digitally speaking

    MUMBAI: What’s the first sign a house is truly yours? LIC Housing Finance thinks it’s seeing your name on the nameplate-and to mark 36 years of enabling that dream, it’s gone digital with a sentimental twist.

    The company, in collaboration with digital agency BC Web Wise, has launched a heartfelt campaign titled ‘Apna Ghar, Apna Naam’, a microsite-led activation that invites users to create and download their very own personalised digital nameplates. No keys, no walls, no paperwork—just your name on the door, digitally rendered as a symbol of aspiration.

    Inspired by LIC HFL’s Foundation Day brand film that celebrates the quiet triumphs of homeownership—from picking wall colours to hanging family portraits—this activation brings the emotion online. Visitors to the site can design custom nameplates and share them across social platforms as a way of manifesting their housing dreams.

    “Owning a home is one of the most personal dreams for many Indians, and the nameplate is often the most visible sign of that dream coming true,” said BC Web Wise associate creative director, Anuja Bharadwaj. “With this activation, we wanted to recreate that moment of pride, even digitally. It’s simple, it’s emotional, and it’s something everyone can relate to.”

    The brand is backing the initiative with a full-throttle digital rollout—reels, stories, user-generated content, and even employee nameplates—all designed to build a community of dreamers proud to say, ‘Apna ghar toh apna hi hota hai.’

  • FCB India spins gold in PR specialist agency of the year at Abby Creative Awards by One Show

    FCB India spins gold in PR specialist agency of the year at Abby Creative Awards by One Show

    GOA: Day two of Goafest 2025 witnessed FCB India absolutely demolishing the competition in the public relations category, proving that sometimes the best way to handle PR is to simply be brilliant at it.

    The agency swept to victory as ‘public relations specialist agency of the year’ with a frankly ridiculous haul of 66 points, built on four golds, three silvers, three bronzes and two merits. It was the sort of performance that left rivals wondering whether they’d accidentally entered a different competition entirely.

    Leo India managed a respectable runner-up spot with 38 points, courtesy of three silvers, four bronzes and two merits—though one suspects they might have preferred trading some of that bronze for a bit more gold. Tribes Communication rounded out the podium with 26 points, bagging one gold, two silvers, one bronze and a merit in what can only be described as a thoroughly balanced performance.

    The others  made their presence felt too. BC Web Wise nabbed 10 points with one silver and one bronze, whilst Grey group and Mudra Max each scored eight points—Grey group with a single gold and Mudra Max with two bronzes. Meanwhile, ^a t o m network, Godrej Enterprises group, and Social Panga – Higa Digital all managed six points apiece, proving that in the PR game, every point counts.

    Even the laggards got their moment. Grey Alchemy picked up four points with a bronze, whilst boAt Lifestyle and Digitas each secured two points with a merit—hardly earth-shattering, perhaps, but better than going home empty-handed.

    The Abby Creative Awards 2025, powered by The One Show, continued their relentless march through specialist categories, with broadcaster, digital specialist, design specialist, mobile specialist, technology specialist, and direct specialist awards all up for grabs. 

  • Arijit Basu joins Spotify as sales director – media, entertainment & finance in India

    Arijit Basu joins Spotify as sales director – media, entertainment & finance in India

    MUMBAI:  His new job is like music to his ears  like it was around 12 years ago.  Arijit Basu, a distinguished professional in sales and business development, has embarked on a new chapter in his career as the director of sales – media & entertainment and finance, India at Spotify. Basu brings nearly 20 years of experience to the world’s leading music streaming platform.

    Sharing his enthusiasm for the role, Basu announced on social media:”Am really excited to share that I will be starting a new position at Spotify as director of sales – media & entertainment & finance, India! Looking forward to collaborating and doing some stellar work.”

    Basu’s career is defined by a series of impactful roles that showcase his expertise in sales, business development, and digital marketing:

    * Vice-president – growth & strategy at BC Web Wise (Feb 2022 – Sep 2024): Championed growth initiatives, spearheaded digital marketing campaigns, and drove business development for two and a half years.
    * Head of business development at Arré (May 2018 – May 2021): Led strategic partnerships and sales..
    * Director – Head of sponsorship (west) at Viacom18 (Jan 2013 – May 2018): Played a pivotal role in driving sponsorship strategies for youth and English entertainment segments.
    * National sales lead for Sunburn Music Festival at Percept D Mark (Jan 2010 – Dec 2012): Contributed significantly to establishing Sunburn as a leading music festival in India.
    * Senior manager at Vh1 India (Apr 2006 – Sep 2009): Expanded the channel’s business footprint during his tenure.

  • BC Web Wise unveils TVC for Sugar Cosmetics ft Kriti Sanon

    BC Web Wise unveils TVC for Sugar Cosmetics ft Kriti Sanon

    Mumbai: To capture the attention of Gen Z, Sugar Cosmetics collaborated with BC Web Wise to release a new TV commercial for its Sugar Pop – ultrastay transferproof lipstick. Starring brand ambassador Kriti Sanon, the ad highlights the lipstick’s standout feature: high-impact, transfer-proof color, designed for those with active, on-the-go lifestyles.

    In the film, created by BC Web Wise, Kriti appears in everyday scenarios, like grabbing coffee or hanging out with friends, where the lipstick’s smudge-free, vibrant color stays intact, reinforcing the product’s tagline, “Colour Sahi, Transfer Nahi!”

    BC Web Wise developed the concept that won a multi-agency pitch for this campaign. Their approach brings Sugar Pop’s signature lipstick to life through a fun, relatable narrative that resonates with a younger audience.

    BC Web Wise associate creative director Kusum Manral said: “Our goal was to tell a story that seamlessly integrates the product’s key feature into everyday life. The ‘no transfer’ benefit is something every young person can relate to, and we wanted the film to be as authentic and lively as the Gen Z audience.”

  • BC Web Wise & Pentonic partner to unveil ‘The Great Indian Art Fair’

    BC Web Wise & Pentonic partner to unveil ‘The Great Indian Art Fair’

    Mumbai: BC Web Wise, a digital marketing agency, has unveiled its latest project for the pen brand Pentonic – The Great Indian Art Fair. The vibrant fair aims to unite artists, creators, and enthusiasts in a shared appreciation of the diverse artistic expressions that define the country, all using Pentonic’s range of pens as their tool of choice.

    In partnership with Pentonic, BC Web Wise has brought its strategic creativity and digital expertise to curate an unforgettable experience that transcends the ordinary. The Great Indian Art Fair will feature a range of exhibitions, workshops, and live art sessions, all aimed at showcasing the depth and diversity of Indian art – from time-honored classics to contemporary creations.

    “The Great Indian Art Fair is more than just an event,” explained BC Web Wise senior creative director Yorick Pinto. “It’s a movement that ignites a uniquely Indian spirit of creativity within everyone.”

    “The Great Indian Art Fair is a tribute to the incredible diversity of Indian art and culture,” said Linc Ltd assistant marketing manager Mayank Sagar, “We invite everyone to join this journey as we celebrate the boundless potential of our nation’s artists.”

  • Tiger Balm launches #EyeOfTheTiger campaign

    Tiger Balm launches #EyeOfTheTiger campaign

    Mumbai: A trusted pain relief brand for 100 years, Tiger Balm is making stripes with its eye-catching Tiger’s Day campaign.

    The campaign titled #EyeOfTheTiger transcends pain relief, aiming to ignite global awareness about the plight of tigers and inspire action for their preservation. This powerful message is delivered through a captivating infinite zoom animation effect, created solely with masks and original, hand-made illustrations by BC Web Wise.

    The #EyeOfTheTiger launched with a single, arresting image: a close-up of a tiger’s eye. But within its depths lies not the expected fiery spirit, but a horrifying reflection – the reality of a tiger’s life seen through the eye of the tiger. This stark image instantly grabs attention and invites viewers to zoom into the destruction that tigers face.

    The campaign doesn’t shy away from the harsh realities. Through a video experience, the tiger’s eye becomes a window into their world, which started out beautiful but is now on the brink of devastation brought by human actions. It confronts viewers with the devastating reality facing tigers through a powerful visual metaphor and song, inviting audiences to look a bit closer and deeper into the real life of tigers not just in our country, but worldwide.

    The brand believes that while we have seen an increase in the population of tigers in recent years, we also must acknowledge the real threats that continue to plague tiger’s lives like climate change, deforestation, and illegal trading, all of which continue to take place still.

    Gardenia Cosmotrade LLP (the exclusive distributor for Tiger Balm in India) designated partner Puneet Motiani said, “Tiger Balm has always been a symbol of strength, helping people overcome physical challenges. Now, we’re extending that strength to support the fight for tiger conservation. Their resilience inspires us all. Through #EyeOfTheTiger, we hope to ignite a wave of support. Together, we can ensure these magnificent creatures continue to roam free for generations to come.”

    Gardenia board’s brand & marketing expert and advisor Pankaj Bhawnani added, “This campaign isn’t just about raising awareness, it’s about igniting a passion for protecting tigers. We want people to see the world through a tiger’s eye and feel compelled to take action.”

    Speaking about the campaign, creative director Sonali Banerji, “We wanted to do something that was eye-catching yet impactful. As the name of the campaign suggests #EyeOfTheTiger we showcased what the eye of the tiger sees and how we wanted to establish Tiger Balm as a brand that stands strongly for the cause of tigers and get people to reflect with a video that is engaging. We used generative AI and created a song that truly resonates with the day and got our audience a masterpiece and feel what the Tiger sees.”

  • BC Web Wise’s guide to email marketing: From execution to strategy

    BC Web Wise’s guide to email marketing: From execution to strategy

    Mumbai: In today’s social-first world, email marketing is one of the tools which tends to get ignored by marketers. While we all agree that email is probably the most effective way to reach the target audience directly with personalized content, it rarely gets its pride of place among other exciting marketing tools like short-form videos and brand films.

    Before we start, let’s look at some stats. Firstly a whopping 87 per cent of marketers say that email marketing is a crucial part of business success. According to a Hubspot Marketing Trends survey, 51 per cent marketers selected email marketing as the most effective channel for marketing. And if you’re still skeptical about the effectiveness of email marketing, then here’s the kicker – Email marketing offers an unbeatable ROI of $36 for every $1 spent.

    BC Web Wise, a leading digital marketing agency, offers a comprehensive guide to effective email marketing, taking you from strategic planning to successful execution.

    Your Effective Guide to Email Marketing

    Email marketing can play an integral role across the marketing funnel by helping build brand awareness, increase consideration and lastly drive sales! It is not only a cost-effective way to reach your audience, but is also easy to track and gives you valuable insights to measure your campaign.

    Here are the steps to get started on your email marketing strategy.

    Step 1: Define Your Goals and Target Audience

    ●        SMART Goals: Before you begin, make sure to establish clear and specific goals for your email marketing efforts. Are you looking to generate leads, boost brand awareness or drive sales? Ensure your goals are Specific, Measurable, Attainable, Relevant, and Time-bound (SMART).

    ●        Know Your Audience: Make sure you spend enough time to understand your audience. You can do this by creating consumer personas and accordingly tailor your email content and messaging to the specific needs of each persona.

    Step 2: Building Your Email List

    ●        Opt-in Forms: As the digital world prepares for a ‘cookie-less’ future, it’s paramount that brands focus on first-party data collection via opt-in forms on their website, app downloads and social media platforms.

    ●        Lead Magnets: One of the most effective ways for B2B businesses to get customers to share their email address is by sharing relevant content such as ebooks, white papers, reports, etc. On the other hand, B2C customers can offer customers discounts and offers in exchange for their email addresses.

    Step 3: Crafting Compelling Email Content

    ●        Subject Lines: This one’s a no-brainer. One of the most effective ways to drive email opens is through the effective use of subject lines. Make sure to grab the user’s attention with clear, concise, and benefit-oriented subject lines that entice them to open your email.

    ●        Email Design: Emails offer brands the opportunity to tell their story through visually appealing designs which follow a clear structure, using high-quality images and calls to action (CTAs).

    ●        Personalization: One of the most important features of email marketing is the ability to personalize it for the user. Additionally the audience can be segmented based on their interests, and content can be tailored accordingly.

    ●        Compelling Content: Make sure to provide content that educates, entertains, or solves problems for your audience. Use storytelling, industry insights, and product updates to keep them engaged.

    Step 4: Optimizing for Deliverability and Engagement

    ●        Email List Hygiene: Maintain a clean email list by removing inactive subscribers to improve deliverability rates.

    ●        Mobile-Friendly Design: Ensure your emails are optimized for mobile devices, as many users check their email on smartphones.

    ●        A/B Testing: Test different subject lines, email formats, and CTAs to see which one resonates best with your audience and improve campaign performance.

    ●        Analytics and Reporting: Track key metrics like open rates, click-through rates, and conversion rates to measure success and identify areas for improvement.

    Step 5: Automate and Integrate

    ●        Email Marketing Automation: Utilize email automation tools to streamline processes like welcome emails, abandoned cart reminders, and post-purchase follow-ups.

    ●        CRM Integration: Integrate your email marketing platform with your CRM system to gain a holistic view of customer interactions and personalize communications further.

    By following these steps, you can develop and execute effective email marketing campaigns that achieve your business objectives and nurture strong customer relationships.

    The author of this article is BC Web Wise, senior creative director Yorick Pinto.