MUMBAI: The Maha Kumbh Mela-a breathtaking convergence of faith, devotion, and, let’s be honest, a logistical nightmare when it comes to keeping track of loved ones. With millions in attendance, finding your way back in the sea of humanity is no easy feat. But worry not! Swiggy Instamart has swooped in with a game-changing solution—turning its life-sized S-pin logo into a one-of-a-kind lost-and-found landmark at Triveni Sangam.
At the heart of the Kumbh, Swiggy Instamart has set up a dedicated stall, ensuring devotees have easy access to essentials-towels, power banks, torches, batteries, and more. Whether you need to charge your phone, light your way, or dry off after a holy dip, Swiggy’s got you covered. The demand has been soaring, with thousands of visitors relying on the stall for last-minute must-haves.
But here’s the real crowd-pleaser: Swiggy Instamart’s signature S-pin installation isn’t just for show—it’s a lifeline. Lost your family in the throng? No worries! Scan the QR code at the pin, save the location, and voilà—you’ll always know where to find your way back. In a place where getting separated is almost a rite of passage, Swiggy Instamart has turned its branding into a practical, tongue-in-cheek solution.
“Bichhad gaye toh Swiggy par milte hain” (Lost? Let’s meet on Swiggy). The cheeky sign at the stall has become an instant hit, giving devotees a reason to smile amidst the spiritual chaos. Not just a convenience hub, the Swiggy Instamart stall has become a conversation starter, a meeting point, and an innovative blend of culture and modernity.
Swiggy Instamart CEO Amitesh Jha shared his excitement about the initiative, “At Swiggy Instamart, we’re always looking for ways to make everyday moments easier for our users. The Maha Kumbh Mela is a deeply significant event, and we wanted to add meaningful value to the experience. By creating a reliable meeting point and ensuring access to essential supplies, we’re making it simpler for visitors to navigate the massive gathering with peace of mind.”
With cultural insight and innovation at its core, Swiggy Instamart has seamlessly integrated itself into one of the world’s most sacred gatherings. Whether it’s helping lost visitors reunite or ensuring they stay connected and prepared, Swiggy Instamart has proven that convenience isn’t just about deliveries—it’s about being there when it matters most.
Mumbai: Merino Laminates has launched a captivating 360° brand campaign, ‘Be Different’, to inspire homeowners to make bold style choices. Conceptualised by Lowe Lintas, the campaign features an intriguing film with actress Isha Talwar that challenges consumers to rethink traditional decor with Merino’s unique and aesthetically driven laminate designs.
“With ‘Be Different’, we are empowering customers to create spaces that are as unique as they are,” said Merino Group chief marketing officer, Parveen Gupta. “Our new brand proposition reflects our commitment to offering designs that let our customers make confident style statements.”
The campaign spotlights Merino’s Sampada Collection, a groundbreaking series of laminate designs inspired by Indian art and heritage, which sets new benchmarks in interior design. Sharing her thoughts, Lowe Lintas, president (creative), Vasudha Misra said, “As fine dining restaurants speak about produce that’s farm to table, here’s an advertising equivalent that’s as satisfying. Based on a simple myth, it led to an interesting visual device that still makes us smile, even after watching it a thousand times.”
Mumbai: Pakka Ltd, formerly known as Yash Pakka Ltd, a manufacturer of compostable packaging solutions, has launched a unique, art-centric brand campaign in Ayodhya. Ahead of the much-anticipated Ram Mandir inauguration, the campaign aims to raise awareness about cleanliness in the holy city. Themed around ‘Cleanliness is Service’ and ‘Cleanliness is Abundance’, the campaign echoes the Indian Government’s “Swachh Bharat Abhiyan” initiative spearheading UP government’s single-use plastic free Ayodhya campaign – RACE.
Pakka’s campaign is centered on adorning Ayodhya with vibrant illustrations depicting the ‘Swachhta hi Seva’ motif. These eye-catching visuals will strategically be placed on hoardings, painted police booths, and bio-toilets, reinforcing the message of responsible waste management and environmental stewardship.
In a significant move, Pakka has collaborated with the Ram Mandir Trust to further improve the campaign’s impact. Pakka’s flagship brand, CHUK, known for its compostable tableware, will exclusively distribute tableware before and after the Ayodhya Mandir inauguration event. This collaboration is a testament to Pakka’s dedication to promoting and spreading the message of sustainability.
Pakka Ltd executive director Gautam Ghosh said, “The Ram Mandir consecration is undoubtedly one of the most momentous occasions in the history of the country. With this illustrative campaign, we aim to create awareness on the menace of single-use plastics that would benefit the community and city. The overarching goal of the campaign is not just solving end-to-end needs for disposables throughout the event but also cementing our position as the flag-bearers of sustainability originating from Ayodhya.”
Mumbai: Amazon miniTV is revolutionizing the entertainment landscape with its extensive and complimentary content library, sparking widespread excitement. To amplify its impact, the brand recently stirred the internet by saying “Free Ka Entertainment’ will always be available. Highlighting how audiences engage with diverse shows without any associated costs, the brand’s campaign kicked off on 4 December 2023, underscoring Amazon miniTV’s unwavering commitment to delivering top-notch content, entirely devoid of subscription fees.
On billboards and print media all over Mumbai, Amazon miniTV is making a big statement about sticking to its free subscription model in the ever-changing entertainment world. A quirky billboard near a gym says, “Cute guys in the gym may come and go, but free entertainment on Amazon miniTV is always there.” While other platforms might switch things up, Amazon miniTV is all about giving you a smooth and free streaming experience you can count on.
Content creators, popular Bollywood creators and meme pages also joined the wagon, creating funny content to spread the word, garnering a wave of excitement amongst its users.
“Free Ka Entertainment” isn’t just a tagline; it’s a movement celebrating the freedom of entertainment. By staying true to free content, Amazon miniTV aims to cultivate a space where show enthusiasts can immerse themselves in a variety of shows without financial barriers. As the campaign gains momentum, users can anticipate exclusive collaborations, content drops, and interactive experiences with their favourite creators. Amazon miniTV invites everyone to embrace the joy of “Free Ka Entertainment” and indulge in a world where entertainment knows no bounds.
Mumbai: Lenovo, the global technology powerhouse has announced the launch of a new brand campaign featuring Lenovo’s range of products. As the anticipation for the ICC Men’s Cricket World Cup 2023 reaches soaring heights in India, Lenovo’s campaign leverages the unwavering passion of Indian cricket fans, gaming enthusiasts, young professionals, and students through ads set within the world cup context.
Lenovo ranks as the number one trusted brand in India in the category of tablets, in TRA’s 2023 Brand Trust Report. Lenovo also holds a dominant second position in terms of market share* in the consumer laptop category. As such, the campaign aims to integrate all of Lenovo’s consumer portfolios – Legion, Yoga, IdeaPad and establish Lenovo as a leading and innovative technology brand in consumer minds. The campaign slogan “You’ll wish everything was a Lenovo” highlights Lenovo’s cutting-edge technology and how it enables people looking for great specs, high performance, durability and security. The campaign is designed to establish Lenovo’s strong position in the market by leveraging its growing market share and reinforcing its presence in the premium segment.
The campaign is based on the idea that once you experience great technology, you start expecting it everywhere. This campaign highlights Lenovo’s advanced technology, which is deeply ingrained in users’ minds, so they look for it in everything, including features like smart login with infrared camera, multitasking with four adjustable screens, and high-performance cooling with Lenovo Coldfront Technology.
“Our brand campaign showcases Lenovo’s commitment to innovation and technology and highlights its wide range of consumer products and services that are custom-designed for versatile users,” said Lenovo India marketing director Chandrika Jain. “We believe that the World Cup is the perfect platform to connect with millions of Indian consumers who are passionate about cricket and technology. The campaign will position Lenovo’s seamless tech prowess in everything that consumers demand every day”.
Mumbai: Volkswagen India has rolled out its new brand communication ‘You’re in a Volkswagen’ on 23 August 2023, that captures the true emotion of owning a car.
The new brand communication captures a 360° perspective emphasising what it means to drive a Volkswagen. Conceptualised by the DDB Mudra Group, the new consumer-friendly campaign takes a brand-first approach to build a robust emotional equity in the automobile market.
The brand has a strong portfolio of German-engineered cars: Virtus, Taigun & Tiguan. In tandem with the India 2.0 strategy, Volkswagen cars are bigger, bolder & better. Taigun and Virtus have owned the safety narrative on Indian roads – with both scoring the five stars for adult and child occupant safety on the GNCAP safety tests. Armed with this strong portfolio, Volkswagen India is creating a larger network and bringing the Volkswagen experience closer to customers.
In a belief to deliver on the promise constantly, Indiantelevision.com caught up with Volkswagen India’s marketing head Abbey Thomas, who elaborated the campaign in detail and shared interesting insights on their current market share and much more…
Edited excerpts
On the brief overview of this brand campaign
This campaign story that we put together is our overall journey, from the year 2009 and until now, as to what has changed, or the markets have changed, how our communication has changed, how we have reached out to the market, as compared to the earlier years. So if I look at the story from today, it’s about a new journey ahead. So in 2020, we introduced India 2.0 which had the new introduction ‘driving under waters’. There is also a time when we actually change the the brand design, so it went into an India 2.0 brand design. The 2.0 brand design basically gets a lot of vibrancy back and brand. If you look at the touch points across the country, we are network sales touchpoints. As such points are communication, we were much more vibrant, much more younger, much more youthful, with a lot of attitude back into the brand, it is not just an engineering product, it’s not just an engineered product, it’s purely in terms of also getting the lifestyle back into the brand, which was very important for us to establish. What we have done today, from the year 2023 onwards is now take it to the next level, we would retain the vibrancy, we would retain the attitude, but we will make it much more real, you know, we will make our campaigns our communication and messaging much more real, touching the heart lines and the cords of people across the country. And that can be done by building a story around real India. The story is about you and me. It’s not just about celebrities or influencers or anybody else. It’s about us that we bind to our cause and that is what our new journey is all about. When we say you are in the Volkswagen, we are selling you and we are communicating to you what we stand for. We want you to know that when you buy into us, you would be really buying into the values of what we have set ourselves for in the last 15 years or 13 years in this country. These values are pretty strong values that we’ve held on to for many, many years. Be it built quality, be it safety, these elements that we’re very, very proud of. So our engines performed beautifully. Well our engines are resized engines, no longer the huge big engines, but we have nice frugal engines, which really delivers great efficiency.
On the current market share of Volkswagen in India and the increase in car sales post COVID
Overall the industry is doing very well. We have gone back into pre COVID levels, the industry has bounced back, everybody is selling more cars. We are a very small player in this market. We were approximately one per cent of the market share, today we are inching towards a two per cent market share. Hopefully in the coming years, we should be looking at at least three per cent market share to increase the base in our country. So we are not really going there to sell 40 per cent market share or 10 per cent. That’s not the kind of thought that we have. We want to inch closer because we play in a segment that is slightly more on the premium side. It’s slightly about the mass segment and we call us on top of what the mass segment is called as a volume segment and we are slightly placed about the top of volume. That means we built our cars, not to reduce cost, but to ensure highest levels of safety, highest levels of product quality and durability onto your cars, so that you can retain your cars not less than three years, you can retain it for five years and to eight years more and this car will do absolutely well. So it’s also the total cost of ownership of this car over a longer period of time.
On ensuring customer and vehicle safety owing to the tough conditions the monsoon season brings
Our cars are fantastic in terms of safety. Yes, there are brands which has achieved the same, but on the safety ratings as far as the crash test is concerned the GNCAP rating, (which stands for global NCAP rating), we are a five star rated product, both in terms of front occupants and also the rear occupants. So once you have a seatbelt on, you are as safe as you can be ever in an automobile, anywhere in the world. So I think that’s something we are very, very proud about. And we have stories we don’t want to send out sad stories, but we want to send out stories of people who’ve got a second lease of life and put them into our cars. And even if they had an accident, they walked out without a scratch. I think that’s something that we are very proud about.
On consumers excited in buying sedans or small cars
The there was a time when small hatchbacks used to be the story, but yes, today people have graduated more and they have gone into buying bigger cars so A-0 SUV segment and the A-0 sedan segment are really popular and extremely powerful in that space and therefore I believe that these are the two growth segments in this country.
Mumbai: Fashion and apparel brand Reliance Trends has partnered with creative marketing and advertising agency Social Panga to release a unique campaign with the onset of winter.
Conceptualised by Social Panga, the integrated campaign has been executed by production house The Yellow Shutter.
This integrated campaign attempts to capture the essence of winter and high fashion in Delhi NCR. The film is targeted at bringing the best of everyday high fashion to the audience, turning the very lifeline of the city, the Metro, into a ramp.
The campaign will be promoted across multiple platforms, including print, digital, and social media.
“The metro is an intrinsic part of the city; we found this to be a perfect setup to be the runway for winter fashion. The idea was to change the drab perception of winter that people have, wherein they repeat jackets, and to showcase the Trends winter collection in all its glory,” said Social Panga co-founder Gaurav Arora.
Reliance Trends COO Vipin Tyagi added, “Winters are an important part of every brand’s fashion calendar. But we wanted to do something that the city would remember. We wanted to show them that they could exercise high fashion even in their everyday life. And the campaign just fits the bill.”
Commenting on the campaign and ideation, Social Panga creative director Archana Sudarsan said, “This was an exciting one for us because the concept was so unique. The location added the extra flair, and the campaign truly redefines winter fashion in the modern Indian’s life.”
Mumbai: ITC Fiama immerses its communication outreach in pop culture with “#FeelGoodWithFiama,” a unique meme video series to help mitigate the stigma of mental health and therapy. The series was rolled out to mark World Meme Day on 12 November 2022.
Conceptualised by Brand David, ITC Fiama’s Feel Good with Fiama campaign aims to reach digitally savvy gen-z and millennials through the existing meme culture and motivate them to have constructive conversations about their state of mental well-being.
Memes have continued to be a constant in the fast-paced, dynamic lifestyle of young adults and have often served as a powerful way to cope with stress. The brand has repurposed iconic memes into meme videos showcasing real-life situations, providing a strong message on the importance of opening up and sharing their feelings.
Fiama takes the first step in making expert therapy and counselling more accessible and affordable through a virtual clinic in partnership with the MINDS Foundation. It encourages individuals to seek help in an intimate virtual space without fear of embarrassment or the prevailing stigma. The MINDS Foundation has specially put together a team of highly qualified therapists for this virtual clinic, thereby offering expert advice, therapy, and counselling at the convenience of one’s own privacy.
Mumbai: Panasonic has unveiled its new brand action slogan, “Create Today. Enrich Tomorrow.” Through this slogan, Panasonic reiterates its commitment to providing solutions to enrich people’s lives at home and at work, enabling society to move forward and make progress towards a greener planet for tomorrow. As part of this branding initiative, Panasonic also launched a new video campaign focusing on delivering holistic well-being for people, society, and the planet.
The new brand action slogan is symbolic of Panasonic’s mission of contributing to the well-being of people, society, and the planet. To fulfil this business mission, Panasonic aims to enhance the quality of life for people with its high-end appliances; for society, it will provide safe and secure living infrastructure; and for the planet, it will contribute to decarbonization and the creation of a circular economy through its environmentally friendly products and use of clean energy.
Each word of the new slogan stands for something thoughtful:
Create useful, high-quality products that improve people’s lives and make the world a better place. This is the essence of who Panasonic is.
Today, our customers need us to develop technologies and engineer solutions to improve their daily lives and personal well-being. We deliver with relentless innovation and our commitment to sustainability.
Enrich the world together. At the heart of everything we do is the well-being of our customers and our planet. Panasonic’s goal is to enrich the lives of those around us every day.
Tomorrow, we will continue to enhance our products, services, and solutions to help our customers lead their best lives and to help our future environment.
Commenting on the launch, Panasonic Life Solutions India & South Asia chairman Manish Sharma said, “”Create Today. Enrich Tomorrow”—the new brand action slogan is an extension of our purpose, representing our journey towards innovation and the development of sustainable technologies for a healthier planet. As a manufacturer, we are creating useful products that support our lives and well-being. At the same time, we are also working to enrich all our lives tomorrow by taking care of the environment and developing innovative technologies. Our in-house innovations, such as Miraie, nanoeTM, and ECONAVI, to name a few, are delivering a positive impact on our consumers’ day-to-day lives and on the world at large. Further, under our Green Impact Initiative, we are committed to achieving net-zero CO2 emissions from the business activities of all Group operating companies by 2030 and contributing a total of more than 300 million tonnes in CO2 emissions reductions by 2050.”
According to recent Panasonic syndicated research, young adults in India are more environmentally conscious and likely to buy sustainable products, and almost 90 per cent of young Indian adults think sustainability is a key concern and should be addressed immediately. Taking cognizance of these consumer insights, the “Create Today. Enrich Tomorrow” slogan empowers Panasonic to create useful, high-quality products that improve people’s lives and make the world a better place. Today, consumers are also looking for products and solutions that offer them convenience through a connected ecosystem. Panasonic is developing technologies that improve people’s daily lives and personal well-being. With Panasonic’s continuous offering of innovative and sustainable products, solutions, and services, the brand’s goal is to enrich the world for a better tomorrow.
Speaking from the marketing side, Panasonic Life Solutions India head-marketing communications Shirish Agarwal said, “Panasonic has been working towards the well-being of people and society since 1918. At Panasonic, well-being is divided into three categories: inner well-being, outer well-being, and spatial well-being. The company offers products and services to support all three areas of well-being. “Create Today. Enrich Tomorrow”—the new brand action slogan reinforces Panasonic’s values and commitment towards providing innovative and sustainable solutions for the future that will help our consumers, the overall community, and our planet—resonating with our target group of gen-z and millennials. Our marketing efforts will be focused around electronic and digital mediums to begin with, followed by a multi-media campaign in 2023.”
Mumbai: A science communications and technology company, Cactus Communications, launched a new campaign, “#WomenWhoChangedTheWorld,” to celebrate and bring back the forgotten tales of women in science, technology, engineering, and mathematics (STEM) back into the spotlight.
This year-long campaign started on 8 March 2022, featuring 52 inspiring women across the globe, with one story being highlighted every week of the year through Cactus social media handles.
The campaign features inspirational Anna Mani (the weather woman of India), Alice Ball (an African American chemist who developed the “Ball Method”), Katherine Johnson (one of the first black American mathematicians to ever work at NASA), Rosalind Franklin (a British chemist and x-ray crystallographer), and many others, and celebrates their contributions and the life-changing scientific discoveries made by them.
Through this campaign, the company has quietly unveiled a hard-hitting reality that highlights the under-representation and disparity in STEM caused by deep-rooted social norms, stigma, discrimination, and biases against women. Cactus is determined, as the voice of science and technology, to amplify the stories of these under-represented heroes who made an unforgettable contribution to the science and technology space, leaving a legacy for many to follow but not receiving their due credit.
Cactus CEO and co-founder Abhishek Goel said, “Women have always played a key role in where we see science and technology today. However, very few can name these trailblazers, which is tragic. We at CACTUS, feel responsible for bringing the stories of these women to spotlight through our #WomenWhoChangedTheWorld campaign.”
A key creator for the campaign, Cactus creative director Saurabh Doke said, “Women have historically played a key role in the advancement of science and technology that has been long overlooked. This campaign is a tribute to all the unsung heroes who have not only contributed to but also defined the world we live in today. This heartwarming and thought-provoking campaign recognises the significant role women have played and advocates that we celebrate them throughout the year and not just on one day. Cactus aims to spread the much-needed awareness of women’s contributions to the world of science and technology and relay valuable information about them through this campaign.”
