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Tag: brand campaign

  • Deltin launches ‘Relive’ campaign with Rajeev Khandelwal

    Deltin launches ‘Relive’ campaign with Rajeev Khandelwal

    Mumbai: Homegrown luxury gaming and entertainment brand Deltin has launched its new campaign called ‘Relive the Deltin life.’ The marketing campaign focuses on providing the users with state-of-the-art “best assured” safety protocol, said the brand.

    The campaign includes a video featuring actor Rajeev Khandelwal that will be promoted across social/digital platforms and will also be amplified through out-of-home (OOH) media. The video emphasises the new experience and framework Deltin has curated to welcome its users.

    “I believe that we will add a new set of onlookers who search not only for a thrilling lifestyle but also for a glamourous, and safe ambiance,” stated Deltin general manager – marketing Arindam Basu. “We are looking forward to welcoming our guests to the new Deltin Life with our premium quality services coupled with best-in-class safety and hygiene protocol – Best Assured.”

    The gaming enthusiasts will again get a chance to show their skills, ride their lucky streak and let go of the major pandemic blues that had gripped the nation. Deltin stands firm and strong with its high-end hospitality framework and safe environment, said the statement.

    “One can only be present here and experience the global standards with which Deltin functions. I am glad to be the face of the campaign and also of the ‘Best Assured’ safety protocol,” said Khandelwal.

  • CoinSwitch Kuber onboards Ranveer Singh as brand ambassador

    CoinSwitch Kuber onboards Ranveer Singh as brand ambassador

    Mumbai: Crypto platform CoinSwitch Kuber announced on Friday the onboarding of Bollywood actor Ranveer Singh as its first-ever brand ambassador. Through this association, the crypto brand aims to leverage Singh’s mass appeal, along with his popularity among Gen Z and millennial customers, said the statement.

    The actor will feature in three ad films – the first of which has just been launched – for CoinSwitch Kuber’s ongoing ‘Kuch Toh Badlega’ campaign premised on the possibility of change as one becomes a part of something bigger by entering the crypto world. The ad films drive the narrative of the potential of cryptocurrency to become the preferred choice of investment for the diverse Indian population, especially those living in tier 2 and 3 cities. Each of the ad films is designed to convey a different key trait of the CoinSwitch Kuber platform.

    “Our aim is to make crypto accessible to billions in India while making it as simple as ordering food online. I am confident that Ranveer, with his youth appeal, will enable us to make strides towards achieving that goal while aiding CoinSwitch Kuber to become a household name,” said CoinSwitch Kuber co-founder & CEO Ashish Singhal. “We want to ensure that Indians from all walks of life are aware of the low barrier of entry into the crypto space along with the simplicity our platform affords.”

    The association between the crypto platform and Singh aims to work towards highlighting the growing acceptance of crypto in India while enhancing crypto awareness and trust in this emerging asset class, said the company.

    “This is an exciting time for the crypto landscape in India. I am glad to come on board as the brand ambassador of CoinSwitch Kuber, India’s largest crypto asset platform,” said Singh. “The company is a key player in the crypto revolution in India and I’m happy to be a part of their journey.”

  • Kiara Advani roped in as brand ambassador for Senco Gold & Diamonds

    Kiara Advani roped in as brand ambassador for Senco Gold & Diamonds

    Mumbai: Jewellery retail brand Senco Gold & Diamonds has signed Bollywood actor Kiara Advani as its brand ambassador.

    The brand also unveiled its new campaign titled ‘Now is the time’ featuring the actor and it will be run across print and digital mediums.

    “Senco Gold & Diamonds is proud to associate with Bollywood youth icon Kiara Advani as the new face of our brand,” stated Senco Gold & Diamonds CEO Suvankar Sen. “Kiara is an inspiration for today’s young women and personifies the spirit of ‘Now is the time’.”

    The new campaign reminds everyone to make the most of ‘Now,’ and not miss out on opportunities waiting for the so-called ‘Right Time.’ It inspires one to start something new and to discover the best version of oneself, said the brand in a statement.

    “Jewellery holds a very special place in every girl’s life, hence, choosing the right one is very important,” said Advani on the association. “I am delighted to be associated with a brand like Senco Gold and Diamonds who have gained the trust of its customer over the years, renowned for its exquisite and unique jewellery designed by its famous karigars. ”

  • adidas India launches its ‘Impossible is Nothing’ campaign

    adidas India launches its ‘Impossible is Nothing’ campaign

    Mumbai: Sportswear giant adidas has launched its ‘Impossible is Nothing’ campaign through the voice of athletes such as Rohit Sharma, Manpreet Singh, Mirabai Chanu, Simranjeet Kaur, and Lovlina Borgohain.

    Harnessing the power of sport, adidas brought forward the narrative of sustainability using Rohit Sharma’s shoes as a canvas inspiring the viewers to see the possibilities of a sustainable future. The customised spikes brought to life the three causes on- ‘Save The Rhinos, Save The Corals, and Plastic Free Oceans’ as the cricketer sported the shoes during an international sporting event.

    “Through the stories of some of our key athletes, we intend to bring to life the ‘impossible is nothing’ attitude and inspire our consumers and communities to see and realise their possibilities,” said adidas India senior director Sunil Gupta. “With rebellious optimism, we are driven by action to shape a better future together. We see ourselves playing the role of a catalyst with our partners, like Rohit, who have been building conversations around sustainability.”

    The shoes are aesthetically crafted by designer Aaquib Wani in collaboration with the sportswear brand to garner people’s attention towards sustainability and the environment in a unique way, said the statement.

    “adidas has been the driving force of positive change in the lives of people beyond athletes, inspiring us all to push boundaries. I personally resonate with the ‘impossible is nothing’ attitude and was thrilled when we worked on the unique idea of representing the causes through me on the playing field,” said cricketer Rohit Sharma. “It is extremely important to have an active dialogue on matters of sustainability through all possible mediums and inspire all around us to see the possibilities of positive change.”

  • Brands tip their hats to the Mahatma on Gandhi Jayanti

    Brands tip their hats to the Mahatma on Gandhi Jayanti

    Mumbai: Brands have been paying a symbolic tribute to the father of the nation to mark the occasion of Gandhi Jayanti, with the symbols that the Mahatma is identified with the world over viz his spectacles, his ‘Charkha,’ the famous Dandi March and, of course, most significantly- the learnings from Bapu’s life.

    Mother Dairy

    The milk & milk products major and a wholly-owned subsidiary of the National Dairy Development Board (NDDB) has rolled out a digital film on the occasion of Gandhi Jayanti 2021, urging consumers to reduce the use of plastic whenever and wherever possible from their daily lives. The digital film titled #Swachhtagrah- presumably inspired by Gandhiji’s ‘Satyagraha’- stresses on the fact that how unknowingly we have imbibed the use of plastic in everyday activities.   

    The film featuring actor Tisca Chopra subtly puts forward one such action point for its viewers – switch to products that avoid the use of plastic in its packaging with Mother Dairy’s Token Milk vending system, which offers an environmentally friendly, plastic packaging free milk on a wide scale.

    The digital film urging consumers to join the #Swachhtagrah movement has been rolled out across all social media handles of Mother Dairy including Facebook, Instagram, and YouTube.

    Taneira

    The women’s ethnic wear brand from the house of Tata launched an exclusive Khadi collection on the occasion of Gandhi Jayanti to commemorate the father of the nation. Revered as a symbol of our nation’s heritage and pride, Khadi is known to be one of the earliest forms of fabrics woven in the ancient age which went on to become the symbol of independence in the Swadeshi movement. This limited-edition collection is a unique amalgam of various indigenous crafts integrating together from different parts of the country to present the essence of the best of India under one roof, said the brand.

    Many brands remembered Mahatma Gandhi via creative moment marketing posts on their social media handles paying odes to the leader’s teachings and words of wisdom.

    Cadbury Dairy Milk

    The confectionary brand saluted the powerful messages advocated by the Mahatma through peaceful means with a testimonial saying: Remembering the one whose life was truly his message-  ‘The one who showed us we can gain everything by sweetness- truth, freedom, non-violence, equality, self-sufficiency.’

     

     

    McDonald’s

    The fast-food company drew a symbolic ‘Charkha’ with its menu in its creative: ‘This year on #GandhiJayanti, we’re revisiting history! (order history included ) What about you?’

     

     

     Dunzo

    The delivery app took on the social media trend of attributing false quotes to great people of yore by sticking a random quote to their pic with a tongue-in-cheek tribute to the Mahatma: ‘Wisdom Na Milegi Dobara.’

     Fevicol

    The glue brand known for its witty marketing was on-point, as always with the heartwarming message: ‘Some teachings will stick around forever.’

     

     

  • InterMiles announces festive reward programme

    InterMiles announces festive reward programme

    Mumbai: Loyalty and rewards programme InterMiles on Friday announced its festive season sale called ‘InterMiles 300 Million Miles Festival.’ The festival will run for a total of three months including peak festive periods of Diwali, Christmas, and New Years, giving members more earnings and savings opportunities, it said.

    The campaign will be amplified across YouTube, Facebook, and Instagram to educate existing and new members about the different ways in which they can engage with the programme and secure maximum value for their spends, said the brand in a statement.

    “With the festive season around the corner and vaccination drives picking up pace across the country, consumer confidence is higher and discretionary spending is on the rise,” said InterMiles SVP of marketing and customer engagement Ashish Dhruva. “Through our 300 mn Miles Festival we want to reward members for these spends by ensuring that they not only spend smarter and save money but also end up creating a valuable miles fund for their future spends.”

    The festive campaign includes five unique transactions of minimum Rs 2,000 each that can earn InterMiles members assured 15,000 miles. Members can engage with over 200 partners via the InterMiles Super App or the website across programme categories of flights, hotels, shop, dine, and vouchers, said the statement.

    Members will also secure an assured 15 per cent discount on spends and a free upgrade to ‘Silver Tier’ which will give them a complimentary Zomato Pro or Amazon Prime membership plus free gift vouchers of up to Rs 500, it added.

    “Our focus over the last few years has been on consolidating the InterMiles programme to offer our members a broader, more diverse category and partner portfolio to engage with. We have made Miles earnings attainable by broad basing opportunities to include daily lifestyle utilities and have balanced this by introducing multiple, quick micro and macro redemption options for our members to make the most of their miles,” Dhruva further said.

  • PNB Metlife says ‘Karo Bade Sapno Ki Tayyari’ in new ad campaign

    PNB Metlife says ‘Karo Bade Sapno Ki Tayyari’ in new ad campaign

    Mumbai: Insurance company PNB MetLife has collaborated with agency partner L&K Saatchi & Saatchi to launch its latest integrated ad campaign titled ‘Karo Bade Sapno Ki Tayyari.’ Featuring the brand’s ambassador PV Sindhu, the campaign comprises a series of three films that focus on three distinct offerings from PNB Metlife – savings, education, and retirement plans. 

    In the ad film on education goals, a mother and daughter are seen engaging in a fun banter over her future education goals, while in the ad film on long-term savings, a couple indulge in their dream of a bigger abode. And in the ad film on retirement, a senior citizen justifies his rowing practice saying he’s preparing for their international holiday in the future.

    “If ever there was a time to live big and not postpone the things we want to do, it’s in today’s VUCA world. And consumers today are looking for financial partners that not only enable them to achieve their personal goals but also allow them to take bolder decisions,”  commented L&K | Saatchi & Saatchi executive director Charles Victor, emphasising the brand idea and thought process behind the new campaign. “PNB MetLife decided to answer that need, urging consumers to dream bigger and work towards those dreams today. On the execution, this campaign is a continuation of a series of films we’ve been doing for a couple of years now that are a humorous respite in an otherwise serious category.”

    The pan India campaign will be rolled out across regional GEC channels across North East, leading print publications, digital media across OTT platforms and financial websites, outdoors, and popular radio channels, said the company.

  • Wonder Cement launches #EkPerfectShuruaat TVC on new beginnings

    Wonder Cement launches #EkPerfectShuruaat TVC on new beginnings

    Mumbai: Wonder Cement has launched a new TVC titled ‘Jab Dil Mein Ho Jazbaat, Toh Hoti Hai #EkPerfectShuruaat.’ The ad film, shot at the exotic location of Pahalgam in Kashmir, is directed by acclaimed Bollywood director Kabir Khan.  

    The ad follows the heartwarming story of a granddaughter who is pained to see her grandmothers’ house get washed away by a natural calamity and how she strives to rebuild not only that house but the entire settlement. For this purpose, the granddaughter invites support from her circle of engineering college batchmates to come and participate in rebuilding the houses and bringing back smiles on the faces of all those who got impacted by the flood.

    The film is scripted by Subramani Ramachandran from Bombbay Vision and on-ground execution by Sadanand Parulekar from FSIV.

    “Jab Dil Mein Ho Jazbaat, Toh Hoti Hai #EkPerfectShuruaat – This line being so strong and powerful is really sharing the Wonder Cement spirit,” said Wonder Cement managing director Kiran Patil. “We are delighted with the TVC and are confident that it will hit a chord with the customer. The ad showcases all emotions of restarting again – of making a perfect shuruaat.” 

    Sharing the company’s vision of  ‘doing bigger and better things at the company and for our customers,’ Wonder Cement director Vivek Patni remarked, “This TVC is nothing but a step towards celebrating the same. The location, the production team, the story and the message are all at par with the grandeur that we want to achieve. We are aiming towards nothing short of perfection in this and the future attempts to come.”

     “Life is unpredictable and difficulties can strike us anytime. However, it’s not what has happened that matters, but how we bounce back from it. This TVC brings exactly this out. We can rebuild, rejuvenate if we just have the will – if we just have the jazbaat,” added Wonder Cement brand mentor Tarun Singh Chauhan.

  • The new Škoda Kushaq ad urges to choose what really matters

    The new Škoda Kushaq ad urges to choose what really matters

    Mumbai: Car brand Škoda Auto India has unveiled an integrated ad campaign to promote its new offering, Škoda Kushaq.

    Conceptualised and executed by its creative partner Publicis India, the campaign highlights the unique advantages that come with the car and rides on the idea of how choosing what really matters makes a difference in one’s life.

    The campaign is built on the core proposition of ‘Choose What Really Matters,” which is a part of the auto brand’s overarching philosophy of ‘We Make What Matters.” It depicts how one always has choices and what one chooses determines the kind of memories and life they make. The SUV in the film is presented as a facilitator of those choices- a companion that helps people accomplish their desires which they will go on to cherish.

    “The intent of the campaign is to move away from the usual hyperbole that dominates most of the communications in the category and focus on simple and human truths,” said Škoda Auto India head of marketing Tarun Jha. “The Škoda Kushaq is a consummate and confident SUV, which lends itself to an authentic and credible positioning. The campaign aims to capture this simplicity.”

    The ad film begins with the protagonists enjoying all the things that matter to them, whether it is the simple joys of going shopping or watching a film or watching a sunset with a close one or just going on a long drive. It then goes on to underline that whatever the experience, one remembers only those things that really matter to us. The ad signs off on the message that what we remember depends on what we choose today.

    “It’s only when we see through the lens of retrospection that we’re glad about some of our decisions and not so glad about some. And in terms of communication, we were really excited about this insight. And what we have tried through this communication, is to encourage people to make the right choice today and have lesser regrets tomorrow,” affirmed Publicis India national creative director Vikash Chemjong.

    “On that note, I so wish I hadn’t bought a car a few months before the fabulous Kushaq was launched. Otherwise, I would have had the privilege of not only working on it but also driving to work in it,” he added.

    The campaign is being pushed across all essential mediums, including television, print, outdoor, radio, digital, social media and will run through the oncoming festival season in India.

     

  • GUEST COLUMN: Why do companies need to be more consumer-centric than brand-centric?

    GUEST COLUMN: Why do companies need to be more consumer-centric than brand-centric?

    Mumbai: Experts and professionals have long debated the merits of customer-centricity versus brand-centricity. I have to say that it’s not one against the other; instead, both complement each other. With the fast-changing business landscape, the tenets of marketing and brand value have evolved equally fast. Back in the day, when outbound marketing was the primary method of outreach, it made sense to put brand-centricity at the core as the outbound efforts involved advertisements via radio, TV, and newspapers. Mainly, the brand decided what to communicate and how; there was limited two-way communication.

    But with inbound marketing taking centre stage, the marketing processes, tools, and funnels are entirely different. Digital has changed the game completely. Companies cannot afford to ignore the sheer volume of inbound traffic and how it’s suitable for the bottom line. Before making a purchase today, customers proactively do their research, which involves search engines, social media, peer-to-peer conversations, and more. This shift in customer behaviour has heralded a change in the marketing mantra from brand push to brand pull, from brand-centricity to customer-centricity. In essence, brand efforts are now a sub-set of customer-centric marketing.

    ‘Customers 2020: A Progress Report’ by Walker talks about customer experience overtaking both price and product as the key brand differentiator. This is a validation of what marketers already know. Similarly, Forrester Research has consistently highlighted how we live in the ‘Age of the Customer’, where the customer experience with the brand is paramount, and obsession with the customer is a defining change as per Exhibit one.

    360-degree Customer Approach

    To be truly customer-centric, it’s vital to have a holistic end-to-end understanding of the customer by mapping the persona, buying patterns, and using marketing automation to listen to consumer preferences and leanings. In a nutshell, deep customer intelligence and insights should become the prime focus. Marketers today are increasingly warming up to the fact that higher levels of customer understanding translate into unprecedented levels of customer engagement.

    360-degree Organisational Approach

    For any enterprise, the target customer needs to be at the heart of its marketing strategy and part of its DNA. Firstly, inculcating a customer-centric approach needs to start with the leadership. Secondly, internal restructuring needs to be aligned with the customer segments and needs. Thirdly, success and outcome need to be measured using key consumer metrics like customer satisfaction (NPS scores), order and delivery timelines, etc.

    360-degree Execution Approach

    The mantra should be to execute flawlessly and address the customer’s pain points, demands, and expectancies by analysing all available information. Take the example of a famous ketchup brand that acted expeditiously upon customer feedback highlighting the need for increased convenience in daily use. Exhibit two is self-explanatory.

    360-degree Customer Care

    Training customer service teams to be the ‘best amongst the best’ is critical. In many cases, the customer experience is closely driven by first-hand interaction with the customer care executive/helpline. Building systems and processes at an organisational level that allow a single customer view so that specific details pertaining to each customer can be accessed is the need of the hour. Also, such information should be made available to all functions for empowering and aligning them with the customer-centric strategy.

    360-degree Customer Feedback

    While the customer feedback is provided through multiple sources like customer care and sales teams, websites, survey questionnaires, google forms, social media, etc, it is imperative to address each through a carefully created repository backed by a tech-oriented query resolution and product development process. This forms the backbone of a consumer-centric culture.

    360-degree Content

    Over the last few years, Google’s search engine has shown a preference towards human-friendly content, ranking it higher than just content that hits all the right keywords. Therefore, the more humanised the content strategy, the more it will connect with the target audience. 360-degree content, hence, is people-centric and adds value to the product features and business-led articulation.

    To sum up, customer-centricity is the bedrock for businesses and in many ways decides their fate in terms of ‘Intention to Purchase (ITP).’ Brands, slogans, products, and media are only the spokes that help bridge the gap between the customer and the business and influence ‘Top of the Mind Recall (TOMA).’

    In essence, the brand reality today is defined by its collated perceptions and insights of the customers. Having said this, customer-centricity is a lifelong approach and needs constant attention to changing customer/market needs, perceptions and expectancies.

    (Atul Raja is executive vice president, global marketing at Wadhwani Foundation. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)