Mumbai: Hamdard Laboratories (medicine division) has launched its national campaign ‘Sehat Hai To Watan Hai’ to India’s armed forces and police for their selfless service round the clock. In the second phase of the campaign, the company salutes the soldiers for their unwavering commitment to the nation. In addition, it is supplementing the initiative by offering special offers to the nation’s vigilant keepers.
With the second leg of the campaign, Hamdard has come forward in organising health camps for the armed forces and the police, coast guards, BSF jawans. The company is organising these camps at various police colonies in Delhi and Ghaziabad and looking forward to cover more cities in the coming days. Hamdard is also encouraging frontline workers to get a free health check-up done at Hamdard Wellness Centers and tips from the Unani doctors on how to stay fit, build immunity, fight symptoms and suggestions on post-recovery medicines. Under the ‘Sehat Hai To Watan Hai’ initiative, the patients will also get attractive discounts on the best of Hamdard’s Unani medicines.
“Commitment to self-care is critical as the nation grapples with the third Covid-19 wave. While we continue to provide quality healthcare products to all, we find it critical to care for our armed forces and the police of the nation for their selfless service,” said Hamdard Laboratories (medicine division) chairman and managing trustee Abdul Majeed. “We extend our gratitude through dedicating #SehatHaiToWatanHai to our armed force, frontline workers and commit to providing the best of Unani solutions for their brighter and healthier future.”
A part of Hamdard’s ‘Healthy India Hamdard India’ initiative, this new campaign was featured across social media platforms along with e-commerce and entertainment portals to engage with audiences.
Mumbai: Homegrown electric vehicle company Ather Energy has rolled out a new digital regional campaign called ‘Kali Ini Electric’ to celebrate its partnership with Kerala Blaster FC for the seventh season of the Indian Super League (ISL).
Through this campaign, Ather Energy aims to build recognition for their electric scooters in Kerala and establish a seamless connection between their flagship product – the Ather 450X – and the people of Kerala, stated the brand.
The campaign, conceptualised and executed by Stark Communications, played on the inherent love and passion the people of Kerala have for football and for their favourite sports teams. The video uses a background voice-over in the style of the popular Malayalam commentator Shaiju Damodaran to showcase the beauty of an electric game on the football pitch while riding the Ather 450X electric scooter.
Kerala, which is an important market for the electric scooter manufacturer saw over 2.5 Lakh views across social media platforms on the first day of the campaign’s release, according to the Bangalore-headquartered company. Kerala Blasters FC also claims to have one of the most engaged fan groups globally.
Mumbai: In the fifth edition of its #ShareTheLoad campaign, laundry detergent brand Ariel attempts to overcome our conditioned mindsets and to address years of unconscious bias and conditioning by getting men to rethink and introspect their actions at home.
Conceptualised by BBDO India and directed by Shimit Amin, the ‘See Equal, Share The Load’ film reminds all families that true equality is only reflected when domestic chores are shared, even as it raises the pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?”
The Covid-induced lockdown triggered a phase where many of us had to undertake all household tasks and chores by ourselves, having to deal with the challenges of life without any house help. A recent independent survey found that 80 per cent of women believe their partners know how to do household tasks but choose not to do them, stated Ariel. Additionally, an alarming 83 per cent of women feel that men don’t see women as equal when it comes to housework.
This reality is reflected in the brand’s film featuring a working married couple. The couple is shown paying a visit to their new neighbours’ house. Watching the two men go about their everyday chores in complete harmony with both contributing equally, amazes the wife. As she points this out to her husband, he casually recollects how in the past he too used to split all chores with his college roommate. The ensuing conversation eventually makes the husband realise his folly, and the video ends with the man vouching to overcome his deep-set biases and ‘share the load.’ Because, “When We See Equal, We Share The Load!”
“We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality,” said BBDO India chairman and chief creative officer Josy Paul. “This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage.”
“Research confirmed this. 88 per cent of women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow,” he further added.
The film beautifully captures how women can take charge of the situation and demand equality, even as it depicts the modern man as being open to change when his prejudice to doing chores is brought to notice. And, the film underlines, this is possible only when they ‘See Equal.’
“With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load,” stated P&G India chief marketing officer and P&G India fabric care-VP Sharat Verma.
“A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad,” he added.
The film has sparked online conversations with several celebrities like Twinkle Khanna, Sonam Kapoor, Raj Kumar Rao, Patralekha, Sanya Malhotra, Konkana Sen Sharma and Namrata Shirodkar taking to their social media pages to share the ad and its underlying message. TV celebrities like Disha Parmar, Mahi Vijj, Niti Taylor, Gauhar Khan Jankee Mehta, and chefs like Sanjeev Kapoor, Pooja Dhingra, Ranveer Brar and Saransh Goila also shared the film on their social media handles in support of the film, while lauding the brand’s efforts to make a difference in the everyday lives of countless men and women.
Mumbai: The last two years have fuelled an increasing concern over the quality of the air we breathe, both outdoors as well as indoors. With many of us spending more time indoors during the pandemic Panasonic India has introduced a new 360-degree marketing campaign called ‘AC for Healthier Homes’ that emphasises the importance of a healthy indoor environment.
Conceptualised by Wunderman Thompson, the campaign uses light-hearted humor to highlight Panasonic’s smart range of Air Conditioners (ACs) which are equipped with nanoe-X and nanoe-G technologies to promote safe and healthy indoor spaces using smart and intelligent air conditioners. These are Panasonic patented technologies that ensure a healthier indoor Air Quality Index (AQI) and are capable of inhibiting bacteria and viruses, according to the brand.
“Our consumer insight reports tell us that today’s consumers are increasingly conscious of a safe and healthy indoor environment and are seeking appliances that can ensure health and hygiene,” said Panasonic India head of marketing communications and brand Shirish Agarwal. “Our AC for Healthier Homes campaign takes cognizance of this aspect and conveys the value propositions of Panasonic’s smart ACs through a light-hearted humor-filled conversation that instantly connects with millennials and is quite relatable.”
“The need to have healthy living conditions at home is paramount for today’s consumer. Panasonic’s new-age innovative tech solutions aim to cater to this need to stay protected and turn homes into healthy havens,” commented Wunderman Thompson Delhi managing partner Joy Chauhan. “This is quite a remarkable achievement in consumer goods technology and Wunderman Thompson is proud to partner Panasonic in their ‘Panasonic AC Healthy Homes campaign’ for the cautious consumer.”
Capitalising on higher Inverter AC sales, Panasonic India’s AC division registered an impressive sales growth of nearly 45 per cent in 2021, said the company.
The new campaign will be live across electronic, and digital as well as social media channels and outdoor advertising in a phased manner starting with Southern India. Panasonic India will also bring in integrated content to create excitement among consumers, channel partners, and sales personnel at retail stores.
Mumbai: Driven by the belief that sport has the power to change lives, sportswear company adidas announced support for those women athletes who are breaking down barriers and driving gender equity, on and off the field of play, with the announcement of ‘its biggest ever commitment to women.’
This sports season will see the brand launch major new women-focused innovations, alongside enhanced support for established and emerging athletes, and new grassroots programs, the sportswear manufacturer said in a statement. It has accelerated its mission to create ‘real, lasting change for women in sport, powered by the attitude of – Impossible Is Nothing,’ the brand said.
While this campaign will globally be launched with a film series featuring a diverse portfolio of eminent women from sport, fitness, and lifestyle, the Indian campaign will see the likes of Deepika Padukone, Mirabai Chanu, Lovlina Borgohain and a host of other inspiring women. Joining forces with them, the brand will continue to push for real, lasting change by making the sport more accessible and inclusive for all women in India, according to adidas.
“Impossible Is Nothing isn’t just a campaign – it’s our brand attitude; the essence of who we are and what we stand for,” said brand adidas India senior director Sunil Gupta, speaking on the launch. “In 2022 we reaffirm our commitment to women. And as part of this commitment, this season’s Impossible Is Nothing campaign is led by the stories of women who have made their impossible possible, with the aim of inspiring others to do the same under the “I’m Possible” message. adidas will continue to be their ally, committed to serving them through innovation in our products and partnerships.”
The commitment, launched alongside the latest chapter in the brand’s ‘Impossible Is Nothing’ campaign, sees key focus areas such as major investment in women-focused product innovation to recognise and meet the specific needs of women in sport. For instance, in December, the brand introduced Ultraboost 22, built to address differences between male and female instep height, heel anatomy and gait cycle trends.
The brand said it will continue to support women by encouraging them to create new possibilities through powerful messaging from their women athlete partnerships which include – Mirabai Chanu, Lovlina Borgohain and Hima Das, who will use the voice of their experiences to inspire women everywhere to build a future in sports.
Mumbai: Cars24, the homegrown e-commerce platform for pre-owned vehicles has launched its latest campaign ‘MRL Pass Toh Gaadi First Class’ featuring Indian cricketer MS Dhoni. The campaign brings focus to Cars24’s recently launched Mega Refurbishment Labs (MRLs) in India and highlights the brand’s commitment and leadership to provide quality cars to its customers.
Based on the recently conducted Cars24-IPSOS study, quality is the most important factor in a buyer’s purchasing journey. In line, the campaign brings focus to the solutions by Cars24 that make the buying process seamless while ensuring top notch quality cars, said the statement. The campaign will go live on television and across all the social media handles of Cars24, it added.
Conceptualised by Ogilvy (North), MS Dhoni alongwith the massive MRLs emerge as the heroes in the film. MS Dhoni is seen in this unique avatar of a rapper for the first time. Dhoni raps to explain the MRL throughout the film with visuals of various checks done on a car at the MRLs. Themed around ‘quality,’ the film is for the young buyers, with Dhoni making this point in a light hearted and fun manner. The rap-like treatment to the film and the continuous use of the word ‘check’ makes one want to play the film on loop- it has the potential to become an earworm.
“Through this campaign, we want to reinforce the messaging of our consistent efforts to bring a whole new world of quality cars to even more consumers,” said Cars24 India CMO Sudhir Shukla. “At Cars24 we have invested in India’s largest refurbishment facilities, the MRLs, which use the best-in-class systems, processes and technology to deliver quality cars that, together with our warranty and customer friendly return policies, will ensure an outstanding customer experience. And it was only fitting to use the best of cricket and a known car fanatic – MS Dhoni- to endorse the best in the pre-owned car industry; as he is definitely one of India’s most celebrated icons of performance, trust and dependability.”
“Since its early days, Cars24 has envisioned transforming the used-car industry. It has been a pioneer in shaping the industry while enabling customers to make the transition to buy cars online,” said MS Dhoni. “The company is revolutionising the category beyond Indian waters and has showcased its merit globally as they continue to expand further. I am delighted to be associated with a company that is here to make a difference with a consumer centric approach, ensuring they offer the best to their customers.”
Cars24 has recently launched seven company-owned MRLs in key metro markets of Delhi NCR, Mumbai, Bangalore, Ahmedabad, Chennai, Hyderabad, and Pune. These MRLs, India’s largest vehicle refurbishment facilities, have been set up across 35 acres of land with the aim of providing buyers with access to high quality used cars coupled with warranty through a trusted channel, said the brand.
“When we first saw the new Cars24 facility The MRLs we knew that this had to be the centerpiece of our communication. We needed to show the rigour and the know-how that goes behind making each car top-notch. And who better than MS Dhoni to help us tell that story,” stated Ogilvy (North) chief creative officer Ritu Sharda. “We have presented MRL in all its glory and as a futuristic refurbishment facility synonymous with trust and quality.”
Mumbai: Love is in the air.. it is on your smartphone screen.. it is on the biggest hoardings, it is everywhere! It is that time of the year when romance takes centre-stage and whether one likes it or not, one cannot escape the blitzkrieg of mushiness coming our way. This Valentine’s Day, brands rekindle the love with their consumers with something for everyone- from singletons to pet parents, and of course, for the lovebirds, as they try to break away from the traditional and clichéd V-day concepts.
Here are some that caught our eye:
MondelezIndia
Recognising the reality that with V-day just around the corner there are going to be two kinds of people – The ones in love and the ones who are sick of the ones in love aka, The singles, chocolate company, Mondelez India’s two major brands have launched campaigns that are at loggerheads too! So, on one hand, we have Cadbury Dairy catering to those in love and on the opposite end, there is Cadbury 5 Star cheering on and backing the singles with two innovative tech-savvy campaigns.
Cadbury Dairy Milk Silk
Conceptualised by Ogilvy, Cadbury Dairy Milk Silk’s ‘How Far Will You Go To Make Them Blush’ campaign set to its popular jingle, aims to get young hearts aflutter across the country with a special pack- QR Codes on the Silk Valentines’ Day packs, that lead consumers to a microsite where they can create and share custom messages with their special someone.
In a first, the brand has introduced real-time personalisation of augmented reality experience with help from its tech partner, 8th Wall, that enables consumers to unlock the advert to see custom messages sent by their loved ones in a fully immersive 360-degree virtual environment. By scanning any Cadbury Dairy Milk Silk hoarding, print advertisement etc with the special AR filter, the receiver will be able to see the secret message come alive on the ad.
Cadbury5Star
On the other hand, Cadbury 5 Star has launched an innovative campaign that attempts to save singles from the dreaded question – ‘What Are You Doing on Valentine’s Day?’. The brand has planned the perfect getaway for them by crafting ‘The Perfect Alibi’ campaign. For this, the brand has gone to the extent of taking over an island located off the coast of Karnataka and renamed it ‘My Cousin’s Wedding’ – as the perfect alibi for singles looking to get away from the pressure of having a Valentine or of going on a date. Consumers can join the fun by scanning the special Valentine’s Day Cadbury 5 Star packs, which will give them a chance to win a trip to the Island to enjoy a host of ‘Do-Nothing’ experiences.
Skinnby Titan
Skinn, a fine fragrance brand from the house of Titan, released a digital film featuring the Bollywood actor Sanya Malhotra and upcoming OTT star Suhail Nayyar on the special occasion. Conceptualised by Ogilvy South, the #BestSaidWithSKINN campaign celebrates imperfectly perfect relationships by capturing the finer nuances of love which are not only about sparks flying in the air but more about the familiarity and deep sense of assurance that comes over a period of time.
FreshToHome
FreshToHome attempts to give a fresh spin on Valentine’s Day with its #FreshValentines campaign. The online brand in fresh fish and meat e-commerce seeks to break the V-Day stereotype by replacing traditional and cliched ways of proposing with newer, quirky ways of expressing love. The brand’s V-Day spot showcases a sea-food-loving couple that find ways to ‘keep it fresh.’ The film has the foodie protagonist proposing with a twist- calamari rings, instead of with a regular ring. It also got food blogger Influencers to replace a bouquet of roses with a bouquet of skewered kebabs.
Mobilla
The Lifestyle and mobile accessories brand in India announced its latest brand campaign ‘Tale of Two- Trilogy’ ahead of Valentine’s day. Conceptualised by the brand’s internal creative team, and featuring digital creators Virti Vaghani and Samkit Shah the digital marketing campaign consists of three slice of life films created around light-hearted everyday moments.
PokerBaazi.com
Homegrown online poker platform from the house of Baazi Games is celebrating the season of love with its unusual campaign “Don’t Be Single, Be The Golden Single.” For this, the gaming platform added the age-old question- “What To Do on Valentine’s Day When You Are Single?” to its FAQs section and made it rewarding with a fun integration on the application. Players stand a chance to win a free ticket to the Golden Rush Tournament at the National Poker Series 2022 to be held in March.
Wiggles.in
For all the pet parents out there, the D2C preventive pet care brand has launched #LoveIsInTheCare, a digital marketing campaign dedicated to feline love ahead of Valentine’s Day, in a bid to encourage pet parents to never give up on caring for their pets. Crafted around the core thought that the ultimate form of love is care, the campaign brings to light different aspects of pet care.
Mumbai: Lifestyle and mobile accessories brand Mobilla has launched its latest brand campaign ‘Tale of Two- Trilogy’ ahead of Valentine’s Day.
Conceptualised by the internal creative team at Mobilla, the digital marketing campaign consists of three relatable films that unfold phenomenal moments of perfect companionship. It features digital creators Virti Vaghani and Samkit Shah enacting the emotions.
The brand films are currently live on YouTube and they will also be released along with an extended and extensive marketing outreach across social media and other video sharing and OTT platforms, said the brand. “With this brand campaign, Mobilla aims to cement its leadership position in a highly competitive, demanding and dynamic market,” it added.
“At Mobilla, quality is what we strive for and we truly believe in empowering our customers with products that are trustworthy and dependable,” said Mobilla’s co-founder Hetal Shah. “Having established ourselves as a reliable brand for a decade, we believe that it is imperative to connect with our consumers in today’s hyperactive environment at a deeper level and our latest brand campaign will help us achieve this goal.”
“Our brand campaign ‘Tale of Two – Trilogy’ creates a sense of belonging while driving engagement with our consumers. We are certain that this new campaign will help us achieve our branding objective and take us one step closer to our end consumer,” stated creative head Da Sachin Sharma.
“The primary objective of the series is to shed light on how Mobilla is with you Har Pal K Liye and adorns your Har Pal with a beautiful shelf of lifestyle products that fit in each moment of your life. Only the original delivers original hence to be on the shore of originality makes you experience the sense of originality,” said marketing head Da Vishal Gupta.
Mumbai: TotalEnergies brought Wavemaker India on board to produce and promote the launch of its new integrated marketing campaign for Hi-Perf lubricants. The campaign titled #LambaChalega features actor Pankaj Tripathi and promotes TotalEnergies’ range of high-performing motorcycle engine oil.
Through this new campaign, TotalEnergies aims to create awareness and conversations around the product range Hi-Perf lubricants and thereby driving engagement within its target group – mechanics, retailers, and two-wheeler owners, said the brand in a statement. “Since its launch, the campaign has met with great success, achieving over 200 million+ impressions and over 31 million views on digital, in just 14 days,” it added.
The 45-second film reaffirms the product brand’s dual promise of 82 per cent better wear engine protection (against industry test limit) and optimal engine performance for your motorcycle. The campaign has been crafted for widespread outreach across TV and digital platforms and a range of on-ground activations in key markets.
“We are extremely thrilled to be associated with TotalEnergies right from conceiving the idea to executing and producing it under Wavemaker Films,” said Wavemaker India chief content officer Karthik Nagarajan. “Through their latest campaign ‘Lamba Chalega,’ TotalEnergies wanted to strengthen the trust and belief within consumers. We designed an integrated campaign spread across traditional, online media, social media, supported by advocacy outreach to drive our messaging consistently across all relevant touchpoints.
Mumbai: Edtech major upGrad has summoned its original brand mascot- the ‘Donkey’ in its latest campaign. The ad film reinvents the ‘Donkey’ in a fresh avatar, showcasing the anecdotal behind-the-scenes from the corporate world’s appraisal affair. The campaign is now live across the digital platforms of the brand.
Marking the third leg of the brand’s ‘Fast Forward Your Career’ campaign, the film brings together a scenario wherein professionals are seen using a variety of techniques to climb up the corporate ladder, right before the appraisal season- albeit with a humourous twist- concluding with the cheeky assertion “Ass Nahi, Asset Bano!”
“We wanted to bring a fresh flavour of creativity while maintaining the essence of the brand campaign from 2020. Thus, we strategically continued with the donkey route however, giving it a witty spin and creating something laugh-worthy yet extremely relatable,” said The Yellow Shutter founder Gaurav Arora, about the campaign. “upGrad as a brand believes in staying creatively bold while figuring out realistic nuances of TG’s life and connecting with them. Being a creative production house ourselves, this resonated with us at The Yellow Shutter. Together, we aimed at keeping the creative edge alive while adding unique angles in the visual space to showcase an everyday story with a twist,” he further added.
Conceptualised in partnership with The Yellow Shutter and co-produced with Boathouse Media, the ad film is directed by the filmmaker Shashwat Gandhi and is voiced by the award-winning actor Vijay Raaz in his trademark dry humorous tone. upGrad takes a quirky route to establish the urgency amid working professionals who tend to park upskilling for the future and never get around to pursuing it.
“We wanted to create visuals that are unique, which nobody had seen but everyone could relate to! To mock the ‘gadhas’ who engage in boot-licking and sycophancy during the appraisal season, we replaced their heads with a quirky ‘gadha’ filter and made them ‘hee-haw’ in various moods. The process of making this was equally fun and hilarious as the film itself,” stated filmmaker Shashwat Gandhi.
The higher-edtech platform said it recorded another milestone with the Q-o-Q career transitions peaking at 1233 per cent during Q1 FY2021 and 1149 per cent in Q2 FY2021 as compared to the same period the previous year, according to its recently released upGrad Career Report.
“Our latest campaign brings out the hard-hitting reality of the corporate world where professionals often rely on their existing skill-sets to retain a competitive edge,” said upGrad CEO – India Arjun Mohan.
“Now more than ever, we are witnessing the redundancy of dated skills in the face of ever-evolving job requirements, which is making it tough for our workforce to move beyond the average hike bracket of four per cent – six per cent. As we approach the annual appraisal season, this tongue-in-cheek workplace humor will further encourage professionals to pursue new-age, outcome-driven education, and hands-on industry skills with upGrad, for charting out a progressive career path, decisively,” he added.
