Mumbai: Tea Packers Pvt Ltd-owned Tulsi Tea, one of Gujarat’s well-known tea manufacturers, has launched its ‘Safaltaa Ka Kadak Swaad’ hyper-local campaign to connect at a deeper level with its discerning customers in Saurashtra. This campaign has been conceptualised and executed by Tiger Advertising.
Bollywood actor Paresh Rawal, who is the face of the brand, shows how quality and honesty in approach and purpose have helped Tulsi Tea scale great heights in popularity. The campaign will be seen in print publications and strategic hoardings across Gujarat’s Saurashtra.
“The brand wanted to connect on a deeper level with a very specific target market. We understood that. It made logical sense to cast somebody who would embody these various qualities, and hence we recommended Paresh Rawal, and not just another model,” stated Tiger Advertising partner Mihir Shah. “In a market like Saurashtra which respects maturity in an individual, Rawal connects strongly at a grassroots level. This strategic move helped convey the message with clarity tempered with wisdom.”
Tiger Advertising has been working with Tulsi Teas for over two decades and their last campaign for the brand ‘Naye Zamaanay Ki Nayi Soch’ was a successful one, said the statement.
“Success is achieved only by the mature. Through this campaign, we wanted to convey this simple truth, which associates perfectly with the strong taste and robust character of our teas,” said Tea Packers Pvt Ltd’s GM and MD Gordhanbhai Kathrotiya.
Mumbai: Rajnigandha Pearls, a DS Group brand has launched its new TV ad campaign featuring its brand ambassador and Bollywood star Anushka Sharma. The film has been directed by Prashant Madan and produced by Show and Tell Productions Pvt Ltd.
The campaign, conceptualised and created by Law & Kenneth Saatchi & Saatchi, showcases how a small act, even done anonymously, can bring a smile on somebody’s face, taking forward the thought ‘achchai ki ek alag chamak hoti ha.’ The distinct execution shows the impact of small acts of goodness in day-to-day lives and portrays the actor in a real-life scenario performing a selfless act that makes someone less privileged comfortable.
“The brand story of Rajnigandha Pearls is built on the premise of ‘Goodness that shines’ or ‘achahai ki ek alag chamak hoti hai,’ which articulates the goodness of great-tasting product coated with shining silver,” stated DS Confectionery Products Pvt Ltd general manager of marketing Arvind Kumar. “The new campaign weaves a story on the brand’s philosophy reinforcing the message and depicting selfless goodness that shines through the smallest of acts of kindness to spread joy around.”
The film ends with Anushka recalling her grandmother’s definition of real goodness – ‘achchai ek haath se karo to doosre haath ko pata bhi na chale.’ The campaign invokes people not to wait for great opportunities to do good, but to actually seize the moment for small acts of kindness that brings joy and happiness to someone’s life.
This new integrated 360-degree campaign is being launched on various media vehicles, using different touchpoints in the consumer ecosystem.
Mumbai: Homegrown e-commerce marketplace Flipkart has launched the ninth edition of its ‘India Ka Fashion Capital’ campaign in a new avatar, featuring Bollywood’s It couple Ranbir Kapoor and Alia Bhatt. Conceptualised in collaboration with McCann World group, the campaign encourages customers to upgrade their fashion wardrobes.
Directed by Shekhar Kamble and produced by Dreampunk Films, the ad films are set on a college campus, with Ranbir and Alia portraying characters who are college friends, showcasing their fun relationship with their quirky professor. The TVCs are aimed at the youth whose aspirations for high-quality fashion are ever-evolving but their self-doubts and the costs at times, come in the way of their desires.
“Flipkart has a strong understanding of customer needs, which has helped us provide them with best-in-class offerings over the years. Today’s shoppers prefer to live a fashionable lifestyle that is both accessible and value-driven,” said Flipkart director of marketing Prasanth Naidu, speaking about the campaign.
“With this campaign, our aim is to establish Flipkart as a value lifestyle destination that caters to various needs and appeals to a diverse demographic across the country. We are sure that Ranbir and Alia will create a unique connection with our target audience and inspire them to look at Flipkart as a one-stop-shop for all their lifestyle needs,” he added.
Close on the heels of the wedding season, the new campaign showcases the latest influencer-inspired ethnic fashion, targeting aspirational customers who may be fence-sitters when it comes to making a purchase online. The campaign is live on television and digital platforms for a period of fourteen weeks.
Mumbai: Niva Bupa Health Insurance Company Ltd (formerly known as Max Bupa Health Insurance Company Ltd) has announced a new brand campaign titled ‘Zindagi Ko Claim Kar Le.’ This is the first campaign from the company since it rebranded itself as Niva Bupa in July this year.
With the new campaign, Niva Bupa brings a fresh perspective to the category narrative which implies that health insurance is for freedom and not constraints. The company aims to democratise health insurance and play the role of an enabler which would eliminate the fear element often associated with the health insurance category, it said in a statement.
“At Niva Bupa, the brand philosophy is to humanise and de jargonise the health insurance category and play the role of an enabler that gives consumers the confidence and freedom to claim the countless magic moments that life has to offer,” stated Niva Bupa senior VP and head of marketing Nimish Agrawal. “‘Zindagi Ko Claim Kar Le’ is a way to urge our consumers to live life to the fullest and leave the worries to us, should any unfortunate incident happen.”
The campaign has been created by Glue Creatives and captures real-life situations in the lives of consumers. It showcases how health insurance enables people to accumulate experiences and build memories. The TVCs comprise a series of three films, directed by Shlok Sharma. “It is rare to get a script that brings out such a sincere product in such an interesting way. Add to that, the range that we have covered in the films around the product makes it truly engaging. These films by Niva Bupa got me very excited at their approach of being light-hearted with such convenient, user-friendly features at their core,” said director Sharma.
The brand campaign will kick off with a phygital media mix across traditional channels like TV, print, and radio along with digital platforms. The high decibel campaign covers 100+ town clusters with its radio reach. The TV plan covers 35+ channels which include leading news channels such and popular television shows. The print plan covers 15 cities and 35 town clusters across leading publications. The ad will also be run during primetime on movie channels such as Star Gold, Zee Cinema, with a total of 9300+ spots spread over three weeks, said the brand in a statement.
“In the insurance category, what works more than the individual products is the brand promise. So, once we had cracked the proposition ‘Zindagi Ko Claim Kar Le,’ we knew we were onto something good,” said Glue Creatives founder and creative director Gautam Mehtta. “Co-creating the world of Niva Bupa where individuals are out pursuing life experiences was great fun with the very supportive clients at Niva Bupa and a fabulous director like Shlok, who understands the nuances of keeping the storytelling very relatable and real.”
Mumbai: Mankind Pharma’s pregnancy detection brand Prega News has come up with a new campaign featuring brand ambassador Kajal Agarwal. The brand has launched two TVC’s as part of the campaign accentuating the point that Prega News is one of the most assured and trusted pregnancy detection kits in India.
The TVC’s showcases that Prega News is the most reliable pregnancy kit for expecting mothers giving accurate results in only five minutes. The objective behind the film is to aware people of the benefits of the products.
“Our objective of the campaign is to aware people that Prega News not only gives rapid results but its highly accurate too,” said Mankind Pharma general manager – sales and marketing Joy Chatterjee. “We have become a preferred choice among doctors and expecting moms to be and that is what we played up in the narrative. While saying this, our backend team at Mankind effectively works on the product kits. Our association with Kajal matches our brand ethos, and we are pleased that with the collaboration we would be able to transmit the message to a lot of mothers.”
The first TVC reveals a pharmacy shop where the pharmacist is shown giving an ordinary pregnancy detection card to a woman. Seeing this Kajal intervenes and suggests giving India’s top pregnancy detection kit that provides accurate results and has the trust of doctors and millions of mothers. In the end, she shares that her doctors also recommended the same. The second TVC depicts that Kajal is an expecting mother, and she got the good news with the help of one and only Prega News.
The campaign involves 360-degree brand communications comprising mediums like television, digital, and print. The TVC is executed and conceptualised by the team at ADK Fortune.
“It is indeed an honour and a pleasure to be associated with Prega News, a prominent brand in the pregnancy detection cards. Indeed, the brand has become the most preferred product among expecting mothers. I am delighted to associate with the brand to spread the message of great joy and love,” stated Kajal Agarwal.
Mumbai: Travelling is therapeutic as it liberates everyone from anything holding them back. From planning to booking to enroute the journey and to making lifelong memories – the overall joy and gratification one experiences from travelling is often beyond words. To help make travelling more delightful and fulfilling for millions of travellers, Goibibo has announced its campaign ‘Apna Rule Toh Full Vasool’ to help its customers derive and enjoy maximum travel benefits and value, and new experiences from their travel plans.
As part of this campaign, the online travel company has announced ‘Daily Steal Deals’ for top-rated hotels and last-minute flight bookings on its platform. Customers will now be able to unlock more than 1000 new deals every day on the platform, said the statement.
With the core message – ‘Apna Rule Toh Full Vasool,’ the narrative echoes the demands of travellers as they rightfully seek maximum value from their travel plans, along with Goibibo’s promise of continuing to offer unbeatable value to its customers. To bring alive the campaign, the company has rolled out a series of digital films that are packed with humor and wit. The narrative is alluring and relatable as it celebrates some of the moments and conversations from our daily lives such as ‘toothpaste ka full vasool’ and ‘buffet ka full vasool.’
“Today, India’s evolved travellers seek value-based offerings that allow them to make conscious travel choices, provide more flexibility and offer maximum benefits when planning or booking travel,” stated Goibibo chief marketing officer Sunil Suresh. “Our new campaign has been designed to solve these demands of travellers by continuing to extend the highest value through steal-worthy daily deals for our hotel and flight bookers on the platform. #ApnaRuleTohFullVasool is a depiction of the common philosophy of any consumer who seeks maximum value and higher returns from any purchase –thus, becoming our campaign’s core idea, Travel Ka Full Vasool.”
“Goibibo’s commitment to always delivering unbeatable value in travel is only matched by the ingenuity of the Indian consumer in extracting value from everything. Hence, #ApnaRuleTohFullVasool is not just the brand’s ethos, but also a celebration of our consumer’s philosophy,” said MagicCircle Communications executive creative director Dheeraj Renganath. “We brought the idea alive by setting the brand conversation in the context of relatable, contemporary & endearing vasool moments.”
Mumbai: Engine oil maker Mobil has come out with a new short film that celebrates the journey of a trucker. The film, titled “Sonu Tey Pappa Di Gaddi,” is conceptualised by 22feet Tribal Worldwide and the story, screenplay & dialogues are credited to The Script Room.
Shot across multiple locations in Rajasthan over five days, the film is produced by Coconut Films. Rajesh Ramaswamy, The Script Room co-founder, has directed the film and it’s now available on Jio TV.
“This was a dream project for The Script Room. A great opportunity for a writers’ hub where writing was at the heart of it. With lots of scope to explore a story, screenplay, characters, dialogues, lyrics and at the same time bring in our brand expertise. And it was great fun and a learning experience to interact with the creative folks at 22Feet, which is something we are keen on. To collaborate with different minds to create beautiful stories. And separately as a director, I got the opportunity to explore a long format project which was a great experience,” stated Ramaswamy.
22feet Tribal Worldwide’s Mansoor Jamal said, “Truckers in India are always seen as people who are intimidating on-road rushing to move things from point A to B and sometimes even from their close ones. Nobody looks up to a trucker. And unfortunately not many know of their personal struggles and sacrifices they make. We wanted to tell their story through this film. And we found the perfect partner in The Script Room to collaborate and make this happen. Ramsam, UJ and the team at The Script Room saw the idea we had and elevated it to flesh out the whole film. It was an absolute pleasure working with them.”
The 27-minute short film aims to capture the essence of the brand while connecting it with its audiences through a heart-warming narrative. The story line follows a trucker’s road journey, which is an everyday affair for him, except that his teenage son has joined him on this one. The child gets to see his father’s hard work, effort, and sacrifices that make his life better, and the father also gets to spend time with his son which in itself is a luxury for him, and in the process gets to know him. By the end of the trip, the duo develops a bond and newfound respect for each other. The product is seamlessly used in the storyline adding a slice-of-life element to the film.
“The trucking community is integral to economic growth, and truck drivers deliver almost everything we rely upon. This trucker movie ‘Sonu Tey Papa Di Gaddi’ by Mobil symbolises our appreciation of the trucking community, aiming to invoke respect and recognition for the drivers. Mobil Delvac brand supports the drivers in economic growth by helping them reduce maintenance and service cost, while this movie will drive societal growth and development by uncovering the challenges faced by the community and bringing positive change in the life of drivers,” said Mobil Delvac brand and offer advisor – South AP Sumit Rana.
Speaking about engagement, The Script Room co-founder Ayyappan Raj stated, “It’s a totally new thing for us – working together with a creative agency and co-creating something for another client. While conceptually it sounded complex with multiple stakeholders, the actual process was quite simple and smooth. We did a few rounds of discussions to get the central thought and then everything else happened quite fast. Thanks a lot to Mansoor, Bala from 22Feet for trusting us on this and seeing the project through together.”
Mumbai: Skore, the sexual wellness brand from TTK Healthcare has launched a campaign titled ‘Get Naughtier’. The campaign, conceptualised by Isobar, the dentsu India digital agency, comprises two digital films that revolve around couples who are driven by enhancing pleasure while showcasing the range of Skore products.
The insight behind the campaign was based on sales data and studies of social chatter that shows how couples are more than willing to explore intimacy and try something new. Additionally, the campaign positions itself as more than just a condom brand by exploring the naughty side to normal life via situational comedy that showcases the lovemaking adventures of different couples.
“The category, though creatively fertile, invariably invites a lot more restrictions and censor from mainline media. I am just thrilled that the client was willing to explore a digital-only eco-space to market such never-before advertised products,” stated Isobar India national creative director Aalap Desai. “Not only are the media touchpoints relevant to the consumers for whom the products are meant for but also it’s one of those rare and truly integrated campaigns covering content, social media, performance, influencer marketing and OTT films via a singular narrative. In a way, the challenge thrown at us by the mainstream media only egged us to think naughtier!”
“Skore has been one of our favourite clients to partner with given the kind of portfolio they have and the kind of campaign experimentation that they are willing to do. Today, a couple’s approach to pleasure has evolved. They are looking to maximising the experience and Skore’s diverse portfolio of Pleasure products gives them diverse ways of doing so. The insight of the campaign is very interesting as is the smart way of having this conversation around pleasure,” added Isobar India managing partner Rahul Vengalil.
The ad films have been directed by Mukesh Sehgal and produced by Amol Sonawane of Take Two Production.
https://www.youtube.com/watch?v=TgUy1I4BgpQ
To generate buzz over multiple touchpoints cohesively, the campaign has its legs on social media, influencer marketing, digital films and OTT media. The campaign also aims to drive up the conversational quotient further with branded content pieces in association with platforms like Alright and LBB, said the brand.
TTK Healthcare Ltd head of marketing Vishal Vyas said, “We have consciously tried to create content that will resonate with young people. We wanted to communicate succinctly that we are more than a condom brand, offering interesting sexual wellness and pleasure products such as vibrating rings, flavoured lube variants, pheromone activating spray for men and pleasure gel for women. In a category that’s hard to advertise, stereotyped with sleaze and one that invites moral trolling, consumers are barely aware of the diverse offerings in addition to the large range of diverse condoms we have. This campaign deals with these smartly and tries to normalise experimentation and extended playtime for couples’ sans judgement or guilt.”
Mumbai: Teachmint, an education infrastructure startup and teaching platform has launched its brand new campaign featuring Bollywood veteran Anil Kapoor. Centered around the idea of ‘Naye Zamane ki Nayi Schooling,’ the all-new ad campaign decodes what makes a school truly digital in today’s world and how digitisation can empower schools and teachers, thereby benefiting the learning opportunities and experiences of students.
The digital ad film sees Kapoor play the role of a school principal who is experiencing the benefits of having digitised his entire school. The film begins with him establishing the fact that true digitisation goes beyond just conducting “live classes,” it takes place when you automate your operations and allow your teachers to focus on what they love doing – teaching.
The film also highlights the brand’s features like automated test generation & correction, classroom recordings as well as end-to-end institute management which enables principals and admins to significantly boost efficiency by automating several mundane, manual processes.
“I am delighted to be associated with Teachmint, not just as an actor but also as a strong advocate of the power of education,” said Anil Kapoor. “Tech-enablement in education will play an integral role in building the future of our nation and it’s heartening to see a young company like Teachmint revolutionize this experience for educators, schools and institutes.”
This is Teachmint’s second significant celebrity collaboration in 2021. The company had launched its first large marketing campaign with Rajkummar Rao in April to drive awareness and adoption of its mobile-first teaching platform.
“We have witnessed unprecedented growth in just 17 months since launching Teachmint and this campaign marks a new milestone in our journey of building a state-of-the-art infrastructure for education,” said Teachmint COO & co-founder Divyansh Bordia. “With this new campaign, we take this up a notch by introducing an offering to help an entire institute digitise within minutes – Teachmint for Institute. We are extremely excited to collaborate with Anil Kapoor and are confident that this partnership will help us reach out to a larger audience, connect with educational institutes and help them become more aware of the benefits of end-to-end digitisation.”
Mumbai: Women-first social networking app Bumble has launched its new out-of-home (OOH) campaign in India across Mumbai, Delhi, and Chennai. As India lifts restrictions, Bumble’s latest OOH campaign aims to support the community to navigate their dating journeys and encourage women to make the first move.
The campaign takes a humorous and localised look at dating culture featuring taglines such as ‘Find someone who gives you the warm fuzzies even in Delhi winters’ and ‘Mumbaikars, find your local on Bumble.’
“The concept of a first date post-pandemic looks very different to what it has been in the past. Our recent study showed that 39 per cent of single Indians surveyed have tried a video date as their first date in 2021,” Bumble India communications director Samarpita Samaddar said.
“Our recent research illustrates single people in India are now excited and hopeful about dating, both virtually and in-person, looking ahead, as we get ready to start a new year. With our latest campaign, we aim to encourage our community to get ready to date and find their connections on Bumble,” she added further.
In addition, recent research by the dating and networking app found that more than one in three (33 per cent) daters surveyed are feeling hopeful about dating in 2021 with a wider rollout of vaccinations among younger age groups in India. Looking ahead in 2022, four in five single Indians are excited and hopeful about dating.
Founded in 2014 by CEO Whitney Wolfe Herd, the app has made several updates to its platform, including introducing its “Night In” feature, where two people can participate in an interactive game during a video chat. The company also recently launched Snap’s AR Lenses within Bumble video calls, launched video notes that utilize Snapchat’s technology and Language Badges to help its community showcase which languages they speak on their profiles to make more meaningful connections.
