ITV

Tag: brand campaign

  • The new Poco C31 campaign pushes the smartphone to its limits

    The new Poco C31 campaign pushes the smartphone to its limits

    Mumbai: Homegrown online smartphone brand Poco launched a campaign called ‘Life Tested,’ showcasing the build and sturdiness of its recently launched budget entrant, Poco C31. The campaign, conceptualised by DDB Mudra, is a testimony to the smartphone’s robust quality through a series of relatable, slice-of-life tests.

    The campaign draws inspiration from the use of smartphones in real-life scenarios bringing out the durable features of Poco C31 with a tested approval from the real experts- the consumers. Featuring two short films, the campaign puts a refreshing cap on smartphones subjected to rigorous lab tests by scientists in controlled environments.

    “We have all seen ads of products being tested in labs, scientists asking you to buy them because they recommend it, etc. But here we had the POCO C31 that was – yes, tested in labs, but for life. And that to us, made for a very interesting story,” said DDB Mudra Group creative director Saritha Rajgopal, adding a creative perspective.

    “We imagined intellectual, serious scientists sitting in their labs, testing the phone in real-life conditions, and getting a little carried away while in the process. So, we created a lab, brought in scientists, and got them to not just lab-test the phones, but life-test them,” she added.

    The first video ‘Hi Garmi’ begins with a man preparing a meal in his kitchen and simultaneously enjoying a cricket match on Poco C31 under extreme heat and humidity, even as a bunch of scientists keep an eye on the performance of the smartphone from the other side of the wall.

    The second film titled ‘Anybody Can Dance’ features a work-from-home scenario wherein the woman, totally bored and uninterested in the conference call discussion around business targets of the year, starts grooving when a distant dance music starts. As she unfolds into loud cheers, she accidentally drops her handheld mobile, while the scientists look on.

    “While the Poco C31 comes with some great specs and delivers on performance, what we really wanted to bring the consumer’s attention to, was the fact that this phone has gone through several rounds of rigorous testing,” stated Poco marketing lead Raghav Chitra. “The team at DDB took a leap from here and brought to life a very important insight, that for a smartphone to survive ideal conditions, just lab-testing won’t do. It has to be life-tested. And that’s what speaks volumes about this campaign.”

    The Poco C31 is available exclusively on Flipkart. 

  • Glamyo Health onboards Rajat Kapoor as brand ambassador

    Glamyo Health onboards Rajat Kapoor as brand ambassador

    Mumbai: Glamyo Health, an Asset Light healthcare startup operating in the field of elective surgeries, has announced Bollywood actor and filmmaker Rajat Kapoor as its brand ambassador.

    According to a statement, Kapoor will feature across online campaigns of the brand that are aimed at generating awareness around elective surgeries. The new digital campaign will be executed across OTTs and other digital platforms.

    “This is an initiative taken with an aim to inform the society at large about the inefficiency of the existing healthcare delivery in India,” said Glamyo Healthcare co-founder Preet Pal. “At Glamyo Health we are keeping the patient at the centre -by offering best and experienced surgeons, the latest advanced technology, hassle-free admission and discharge, insurance approvals, no hidden charges, and zero cost EMI. In order to communicate this, we selected Rajat Kapoor, an actor who signifies trust and appeals to the aspirational middle class of India.”

    The entire concept for the digital campaigns revolves around the offerings of Glamyo Health to ensure a hassle-free surgical experience for the patients, said the brand.

    “Our new campaign ‘Surgery Ka Naya Address’ featuring Rajat Kapoor has a mission to reach out to a greater number of patients, his presence will definitely have a huge impact on the brand and will build a trust of the patients,” stated Glamyo Health co-founder Archit Garg. “He is a very respectable personality in the industry and can prompt people to consider him better. It has been a pleasure working with him, and we look forward to a stronger association.”

  • Red FM launches ‘Totka Chalao, India Ko Jeetao’ campaign for World Cup

    Red FM launches ‘Totka Chalao, India Ko Jeetao’ campaign for World Cup

    Mumbai: Radio and entertainment network 93.5 Red FM has kick-started its World Cup campaign called ‘Totka Chalao, India Ko Jeetao.’ The campaign will be rolled out in 40 key markets across the country.

    Capturing the passion and craze of fans, Red FM will celebrate the ‘totkas’ and will have RJ’s follow some of these tricks shared by listeners as part of the campaign, said the company in a statement.

    ‘Nand Kishore Bairagi’ aka RJ Kisna will take a spin on the ‘totkas’ in his unique style. The campaign will also have Bauaa aka RJ Raunac calling up opponent teams as part of his prank calls series. Keeping the passion of the World Cup alive, Red FM will also launch the anthem ‘Totka Wala Gana’ capturing the craze of cricket fans across the country, it added.

    “Over the years, cricket has united fans and radio has been a crucial part in bringing them together. There’s no denying that luck and superstitions go hand in hand with a cricket fan and this year we are bringing some of those practices the fans have subconsciously picked up over the years and now cannot let go,” said Red FM and Magic FM director and COO Nisha Narayanan. “Our campaign, ‘Totka Chalao, India ko Jeetao’ will highlight some of the crazy ‘totkas’ that cricket fans follow across the country.”

  • Morepen ropes in Boman Irani for medical devices campaign

    Morepen ropes in Boman Irani for medical devices campaign

    Mumbai: Healthcare company Morepen Laboratories Ltd has roped in Bollywood actor Boman Irani in an all-new brand campaign focused on the medical devices business. In its latest advertisement, the actor briefly guides about the benefits of having Dr Morepen’s home care devices.

    According to a statement, Morepen Laboratories is investing heavily in technology and mastering the process of home testing and make it convenient for the users to keep a tab on their vitals conveniently with help of the latest digital devices.

    “Our association with Mr Irani is a step forward to increase the reach and penetration of medical devices in India at a larger level and help our increase consciousness about the increasing menace of diabetes and cardiac disease which have entered the fourth house in the country,” said chairman and managing director Sushil Suri. “We are confident that our association will go a long way in sending the message across the country through various channels To focus on the growth and big expansion plans of this fast-growing business segment, the shareholders of the company approved transferring the into a wholly subsidiary Morepen Devices Ltd.”

    The home monitoring market is currently $25 billion and is expected to grow to $50 billion in the next two years. There is an influx of medical devices that are aiding this transition, at the same time it is necessary to adapt to the changing environment as going to diagnostic centers might pose threat to the health. Educating the masses on the development is pivotal, and association with Boman Irani will provide an additional boost, said the company.

    “Nowadays, it’s imperative to have healthcare devices like glucose monitor and blood pressure monitor also at home, besides having a thermometer. I consider this collaboration with Dr Morepen a good opportunity to communicate how easy as well as important it is to self-monitor health,” said Irani, on the brand association.

    “The harsh pandemic has completely changed our perspective of health and safety, we have become more conscious about our choices and lifestyle to maintain well-being. Thus, we at Morepen are always focused on creating trouble-free technical solutions to help people to examine their health in safer and quicker ways,” stated CEO of medical devices business Anubhav Suri. “Mr Boman Irani resonates and embodies the seriousness of this topic and rightfully shares insight in the latest ad. It gives us immense pride and satisfaction that Dr Morepen products stand guard in every Indian home.”

  • CoinDCX ropes in Ayushmann Khurrana for its latest campaign

    CoinDCX ropes in Ayushmann Khurrana for its latest campaign

    Mumbai: After a spate of campaigns revolving around the ease of investing in cryptocurrencies, homegrown crypto exchange platform CoinDCX has now launched a mega drive to address key concerns surrounding crypto investments amongst the Indian audience. Coined as ‘future yahi hai,’ the campaign will see leading Bollywood actor Ayushmann Khurrana educate young Indians about crypto being ‘simple and safe’ to invest in.

    The kickoff ad to be released during the festive season will feature the actor taking a humorous yet informative approach to crypto. The idea to bring on board a superstar like Ayushmann Khurrana comes into play to dismiss myths related to crypto, stated the brand.

    “Ayushmann has always come across as being a friendly and credible personality who has a knack for connecting with both younger and older generations with his exemplary work,” said CoinDCX head of brand, marketing and communications Ramalingam Subramanian. “Our focus during this campaign will be to dispel the various myths surrounding crypto-based investing and breaking down the simple steps needed to enable anyone to start their crypto investment journey.”

    With its ‘future yahi hai’ campaign, CoinDCX continues with its approach of adopting a simple but engaging narrative to connect with both seasoned and new investors by demystifying crypto for everyone while developing an understanding of crypto-enabled financial services.

    “I am delighted to be associated with the campaign which, in the truest sense, is an initiative to raise awareness about the rising asset class of crypto-based investments,” stated Khurrana. “I am impressed with CoinDCX’s persistent endeavour to guide investors towards making educated and smart investments after thorough research.”

  • Booking.com invites cricket fans to ‘The T20 Pavilion’ for ultimate stay

    Booking.com invites cricket fans to ‘The T20 Pavilion’ for ultimate stay

    Mumbai: From lining up mementos in their homes, to pre-booking tickets months before the match, India’s biggest cricket fans just can’t get enough of the sport. And what could be more eventful for an Indian cricket aficionado, than a match between India and Pakistan?

    Keeping this in mind, the travel portal and the official accommodation booking partner for the ICC T20 Men’s World Cup, Booking.com is inviting cricket lovers and their squad to feel like royalty while watching the most awaited Ind vs Pak T20 World Cup match at ‘The T20 Pavilion – An Ultimate Cricket Stay India.’

    As a part of the experience, guests will also have the exclusive opportunity to meet Bollywood actor Shraddha Kapoor at The T20 Pavilion. “Cricket has always been a very important part of my life and I enjoyed watching the sport with my family while I was growing up as it gave us the opportunity to bond and spend some fun time together. I am really looking forward to cherishing this experience with India’s luckiest and biggest cricket fans,” said Kapoor.

    Available for the one-night stay only, The T20 Pavilion transforms the presidential suite at the Grand Hyatt Mumbai Hotel & Residences into a classic cricket stadium, offering guests an immersive, once-in-a-lifetime experience during the India Vs Pakistan ICC T20 World Cup match on 24 October 2021, stated the portal in a statement.

    “Cricket is not just a sport in India, but an emotion that unites the country. As a digital travel leader that makes it easier for everyone to experience the world, the ‘The T20 Pavilion’ is an exciting, once-in-a-lifetime opportunity for cricket fans in India to feel the vibe and energy of a classic cricket stadium recreated at a plush hotel suite in Mumbai,” said Booking.com regional manager South Asia Ritu Mehrotra. “It offers one lucky cricket enthusiast the chance to immerse into the world of cricket in a unique and interesting way.”

  • Philips Airfryer gets a #Perfect360Review from chef Ranveer Brar

    Philips Airfryer gets a #Perfect360Review from chef Ranveer Brar

    Mumbai: In the last few years, consumers have turned to healthy choices. While there’s a shift towards the adoption of healthier eating habits, the taste still remains integral to their palate. Keeping this in mind, consumer products and domestic appliances manufacturer Philips has launched a consumer-focused campaign #Perfect360Review for its range of airfryers featuring chef Ranveer Brar.

    The TV commercial shows the celebrity chef visiting a young couple, who try to impress him by cooking perfect samosas for him, but without deep frying in oil in the traditional way. The narrative tension is built to a point where viewers wonder whether the airfryer will be able to save the day or not.

    The campaign thought is built on delivering tasty fried food with lesser oil and getting a perfect review, where the term 360 also refers to the ability of the airfryer to give an all-around, even frying. The ad aims to show how the Philips Airfryer gives delicious, crispy airfryed food, using negligible quantities of oil.

    “It’s always a joy to create work for a product that has something unique about it. This brief was so much fun yet challenging. The task was simple: that we need to showcase how Philips Airfryer is different and better than the competition,” said Ogilvy India (North) CCO Ritu Sharda. “This gave us the idea of basing the campaign on the product’s USP of 360-degree even frying, something which is unique only to Philips Airfryers. We took this product-centric brief and gave it a relatable human story. Something that anyone who loves cooking or simply cooks for their loved ones will identify with.”

    The campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as social media engagement on YouTube, Facebook and Instagram.

    “We were the first ones to introduce airfryers to the Indian market and have built the category from scratch. Being the category pioneers, it was not only important to drive category education, but imperative to help consumers in making an informed choice,” said Philips domestic appliances managing director Gulbahar Taurani. “While the consumers are increasingly becoming health conscious, properly cooked tasty food is non-negotiable. Through the #Perfect360Review campaign, we wanted to showcase how healthy and tasty food should be an easy choice along with highlighting the supremacy of Philips Airfryer range, equipped with cutting-edge technology.”

  • Elegant Steel celebrates Durga Puja with ‘The Steel Within’ campaign

    Elegant Steel celebrates Durga Puja with ‘The Steel Within’ campaign

    Mumbai: As the country readies itself to immerse in the grand annual five-day celebration of Durga Puja which pays homage to the goddess Durga, homegrown manufacturer of iron and steel products Elegant Steel has marked the occasion with the launch of its new film called ‘Narishakti– The Steel Within.’ 

    The film, conceptualised by FCB India, showcases how even as we celebrate the power of women for the nine days of Navratri, we disempower her for the rest of the year.

    Directed by Pritha Chakraborty, the TVC aims to highlight how our women are either cast as goddesses or objects of desire, but rarely is an attempt made to understand them for who they really are. The rousing film ends on the note “This pujo, we honour the steel within,” and is dedicated to all those women who were judged and whose mettle was tested to serve the popular narrative to keep women “in their place.”

    “This work is brave because many brands are aware of how social media tries to objectify and classify women, but nobody has spoken about it,” said FCB India creative chairperson Swati Bhattacharya. “Elegant steel asks us to celebrate the steel in us and continue to be the woman we want to be even if it rattles some people.”

     The film celebrates how even one woman freeing herself from the narrative, can inspire millions to break free, refuse to be cowed down and write their own story.

    “Our values have always stood for quality, strength and resilience and this Durga Puja we wanted to celebrate these exact same values we see in every woman who has gone through the fires of being judged and tested and has emerged stronger,” stated Elegant Steel chairperson Swati Agarwal.

  • Pepperfry launches Diwali campaign with Kareena Kapoor Khan & Saif Ali Khan

    Pepperfry launches Diwali campaign with Kareena Kapoor Khan & Saif Ali Khan

    Mumbai: Furniture and home products marketplace Pepperfry has onboarded Kareena Kapoor Khan and Saif Ali Khan as its first-ever brand ambassadors. The star couple features in the brand’s new Diwali campaign that aims to showcase how great furniture can bring about a change in people’s lives.

    In the fun yet relatable brand film conceptualised by Upward Fall films, Saif and Kareena play a couple that is on the verge of taking their relationship to the next level of commitment, except with a few twists. While Saif proposes, Kareena is not ready to accept because their apartment is suitable for a bachelor’s pad and not for a family. Enters the furniture brand to the rescue and wins the hearts of the most demanding patrons. 

    “We are delighted to have Kareena and Saif on the Pepperfry team. They are a perfect personification of the brand’s attributes. As we kick start this association with our most significant campaign of the year, I am confident that our new brand ambassadors will further strengthen the brand’s position amongst consumers,” said Pepperfry chief marketing officer & business head Kashyap Vadapalli.

    “Through our Diwali campaign, we highlight that the right furniture can help build your dream homes, and we are the best enablers for it,” he added.

     Pepperfry has adopted a multi-pronged campaign approach wherein the film will be aired on various digital media like – video platforms, OTT, social media platforms, and OOH.

    On the new brand association, Kareena said, “My home is my world. Pepperfry’s wide range and designs open the door to help create beautiful homes. We connect with the brand and are thrilled to be a part of their journey.”

    “Pepperfry feels like home already. The collections on Pepperfry are stylish and aspirational. The brand is an expert on everything furniture,” said Saif Ali Khan.

    This Diwali campaign will be present on the T20 World Cup Live matches on Hotstar, La Liga & ATP Tennis on Voot, and UEFA Champions League on Sony Liv. Advertisements will run on popular shows like “Big Picture,” “Bigg Boss,” “KBC,” “Kapil Sharma Show” to target the brand’s TG. In addition, the DVC will air on all the major video and social platforms, the brand stated.

  • Mirchi’s ‘Proudly Local’ campaign nudges brands to go local

    Mirchi’s ‘Proudly Local’ campaign nudges brands to go local

    Mumbai: Music and entertainment company Mirchi has launched its latest campaign called ‘Proudly Local’ with an aim to build awareness around the importance of being ‘multi-local’ for brands and marketers.

    The campaign is based on the findings of the last government census (2011) according to which over 500 million people in India do not speak Hindi and over one billion people do not speak English. Through this campaign, Mirchi aims to create an understanding of India’s linguistic diversity and the need for brands to integrate local language, insights, and nuances in their communication across platforms in order to connect with their audience.

    Mirchi took to print and digital formats releasing 12 advertisements across three cities in foreign languages including Amharic, Chinese and Korean. This cheeky campaign is intended to put marketers in the shoes of local consumers who do not connect with the Hindi or English marketing initiatives targeted towards them.

    “We are the largest hyperlocal music and entertainment brands in the country. Over the years we have grown to cater to numerous markets within India, in their local language, through a multitude of our offerings—radio, digital content, original content and on-ground activations. We understand the importance of speaking in the consumers’ language and the power it holds to connect with them,” stated Mirchi executive president Nandan Srinath.

    Through these incomprehensible ad copies, Mirchi piqued the interest of marketers across India, and subsequently redirected them to its microsite highlighting the diversity of India’s lingual ecosystem and the need for ‘multi-localisation’. As part of the campaign, Mirchi is also providing access to a white paper on ‘Marketing to the real India in post-pandemic times’ which delves into the intricacies of strategising for Indian markets in the new normal, shares case studies, and provides an understanding of impactful hyperlocal solutions.

    “Through the launch of our Proudly Local campaign we want to create awareness about not just the language barriers that are still prevalent in the marketing community, but also the need to examine local nuance and insights, local knowledge, local mediums and local action. Our client’s brands perform differently in each of their markets, and we help craft solutions across multiple media based on our local teams’ local insights,” Srinath further said.

    Throughout the course of the campaign, Mirchi aims to share its insights, platforms, content, and other curations with brands across India to help them connect and engage with their target audience.