ITV

Tag: Campaign

  • Haymarket swoops on Centaur’s marketing titles in media power play

    Haymarket swoops on Centaur’s marketing titles in media power play

    LONDON: Haymarket Media Group has snapped up three of Britain’s most influential marketing publications from Centaur Media, tightening its grip on the advertising and communications industry.

    The acquisition of Marketing Week, Creative Review and Festival of Marketing marks a shrewd move by the 67-year-old publisher, which already controls heavyweight titles including Campaign, PRWeek and Performance Marketing World.

    Haymarket Media group  chief executive Kevin Costello called the trio “highly respected brands” that fit perfectly with the company’s focus on specialist audiences. The publications will join Haymarket’s business media division under managing director Donna Murphy, initially operating as a separate unit.

    Claire Rance, who runs the acquired brands, will stay on to lead them through the transition. “This acquisition represents an exciting opportunity to combine the strengths of our joint businesses,” she said.

    FESTIVAL OF MARKETING

    The deal adds serious firepower to Haymarket’s marketing arsenal. Marketing Week and Creative Review, launched in 1978 and 1980 respectively, are cornerstone publications for Britain’s £25bn advertising industry. Festival of Marketing, the events business founded in 2013, rounds out the portfolio.

    Haymarket has been building its marcomms empire for decades, launching Campaign in 1968 and buying PRWeek in 1988. The company now owns more than 70 brands globally, from What Car? to Asian Investor, with offices spanning eight countries.

    The acquisition comes as Centaur Media continues its strategic overhaul. The London-listed publisher began reviewing its assets at the end of 2024, offloading Mark Ritson’s MiniMBA business to Brave Bison in May, Oystercatchers to management in July, and The Lawyer to Legal Benchmarking in September.

    For Haymarket, the deal reinforces its position as the undisputed king of specialist media in Britain, giving it unparalleled reach across the marketing and creative industries.

    The details of the deal were not provided.

    Haymarket Media had earlier this year sold its joint venture Haymarket SAC with the Sorabjee family and its titles Autocar India, Autocar Professional, and What Car? India to Value Drive Technologies, the parent company of Spinny.com.

  • Blinkit-The Local Talk partner for an expansive OOH campaign in Mysuru

    Blinkit-The Local Talk partner for an expansive OOH campaign in Mysuru

    MUMBAI: Life in a tier-2 city often feels like a nostalgic slow waltz, doesn’t it?

    Gone are the days of instant deliveries, where tier-1 living spoiled you with groceries at your doorstep in minutes and your midnight cravings met with a mere tap on your screen.

    Frustrating, right?

    But just as you’re coming to terms with the snail pace of tier-2 convenience, Blinkit has a surprise in store.

    In a bold, colourful splash across Mysuru’s streets, Blinkit, India’s leading quick-commerce trailblazer, has launched a striking out-of-home (OOH) advertising campaign in partnership with The Local Talk.

    With this vibrant initiative, Blinkit isn’t just delivering groceries—it’s delivering a message: tier-2 cities are no longer left behind in the quick-commerce revolution.

    The campaign highlights Blinkit’s dedication to creating a lasting connection with Mysuru’s audience while addressing the rising demand for quick-commerce services. Designed and executed by The Local Talk, the campaign features high-impact visuals and strategic placements across Mysuru, aiming to embed Blinkit’s brand deeply within the local consciousness.

    The Local Talk director Anil Soni expressed optimism about the collaboration, “Mysuru is a market brimming with potential, and Blinkit’s innovative approach resonates well with the city’s audience. Through this campaign, we’ve ensured Blinkit’s brand presence is impactful and widespread. The initial response has been excellent, and we’re excited about the possibilities this collaboration brings.”

    This campaign leverages Mysuru’s unique consumer landscape to foster engagement and drive Blinkit’s penetration into tier-2 markets.

    As the demand for quick-commerce solutions grows in tier-2 cities, Blinkit continues to position itself as a reliable and forward-thinking service provider. With The Local Talk’s creative execution and a tailored approach to Mysuru’s audience, Blinkit aims to become a household name in the region.

  • Bajaj unveils eyecatching 3D anamorphic hoarding in Bangalore

    Bajaj unveils eyecatching 3D anamorphic hoarding in Bangalore

    MUMBAI: At the bustling Garuda Mall in Bangalore, shoppers pause in awe as a hoarding came to life, showcasing Bajaj’s latest outdoor billboard, Built for Life. Using cutting-edge 3D anamorphic technology, the hoarding transforms traditional brand visibility into an immersive experience, underscoring Bajaj’s commitment to innovation, durability, and contemporary design.

    The hoarding spotlights two ranges of Bajaj products – water heaters and mixer grinders – and redefines how consumers engage with appliances. At the heart of the initiative is a series of dynamic 20-second videos. Each opens with a metallic shutter bearing the Bajaj logo, sliding open to reveal a high-tech space. Hero products, such as water heaters and mixer grinders, rotate elegantly in 3D before seamlessly transitioning to real-life kitchen and bathroom settings.

    The videos highlight two key categories:

    . Water Heaters: The pentacle digi, featuring a remote and digital display, and the Contempo water heater, known for its marine grade glass line coating and ten-year warranty on the DuraAce Tank.

    . Mixer Grinders: The Evoque 4-jar mixer grinder (1000 watts), designed for south Indian kitchens, with military-grade jars and DuraCut blades that come with a lifetime warranty.

    Head of advertising & brand management Devika Sachdev commented, “The Built for Life anamorphic hoarding marks a new chapter in how we connect with our audiences. By using 3D anamorphic technology, we are not just showcasing our brand and our range of durable products but are in fact creating an immersive experience that reflects Bajaj’s vision of innovation and modernity. This campaign is about redefining how consumers see and engage with us in a rapidly evolving digital landscape.”

  • Campus launches mixed-reality print ad, merging innovation & style

    Campus launches mixed-reality print ad, merging innovation & style

    MUMBAI: In a bustling Delhi café, a group of friends are sharing stories of their favourite sneakers, but one conversation takes an unexpected turn when a QR code on a magazine cover transforms their discussion into an interactive experience.

    Welcome to world of interactive marketing as defined by Campus Shoes, The company recently launched its first-ever mixed-reality print advertisement, inviting shoppers to step into a digital realm where their beloved sneakers come alive, showcasing the future of athleisure marketing.

    As part of the Move Your Way campaign, sports and athleisure brand  Campus unveiled this innovative initiative, marking a leap in marketing technology. 

    The ad launched in eight major cities—Delhi, Bangalore, Mumbai, Kolkata, Chennai, Hyderabad, Ahmedabad, and Pune—inviting readers to scan a QR code to unlock an immersive experience. Once scanned, the sneakers appeared on the screen, followed by brand ambassador Vicky Kaushal, who shared insights about his favourite pair of Campus shoes. This interactive moment culminated in a direct link to the Campus Shoes website, allowing consumers to browse and shop easily, transforming the journey from discovery to purchase.

    Campus Activewear chief innovation officer Prerna Aggarwal said, “Our first-ever mixed reality print ad reflects Campus Shoes’ commitment to embracing technology to enhance consumer experiences. By integrating mixed reality with traditional print, we are creating immersive and meaningful interactions for consumers who are truly phygital, tech-driven, and looking to explore footwear that helps define their unique, authentic selves. It’s a step forward in connecting with our audience in innovative and impactful ways.”

    With Campus putting its best foot forward, hopefully GenZ will too. 

  • Cashfree Payments unveils ‘Move Fast’ campaign with Rajkummar Rao as face

    Cashfree Payments unveils ‘Move Fast’ campaign with Rajkummar Rao as face

    MUMBAI: When the magic of Bollywood meets the momentum of fintech, you know something extraordinary is brewing!

    Imagine the thrill when two of the world’s favorite obsessions-money and movies-come together under one spectacular campaign.

    Cashfree Payments, India’s leading payments and API banking platform, has just made a blockbuster move by launching its electrifying brand campaign, ‘Move Fast,’ and roping in the versatile and much-loved Rajkummar Rao as its brand ambassador. A strategic power play that blends speed, agility, and innovation, this campaign is all set to fuel India’s digital dreams. And while Rao’s charm graces the campaign, we can’t help but hope he leaves “Stree” behind and steps into a fast-paced, tech-powered future!

    The Move Fast campaign features a dynamic digital film starring Rao, portraying how Cashfree Payments empowers merchants of all sizes with seamless onboarding, faster payments, and unparalleled support. With its sharp focus on agility, the campaign positions Cashfree Payments as the go-to solution for businesses seeking efficiency and reliability in their payment operations.

    Cashfree Payments, CEO & co-founder, Akash Sinha shared the vision behind the campaign, “We are excited to welcome the talented Rajkummar Rao as the brand ambassador. Our refreshed brand centres around one core idea: ‘Move Fast’. With us, businesses can adapt and grow confidently, knowing we support their evolving needs. ‘Move Fast’ isn’t just about the present; it’s about partnering with businesses for the future and empowering them to stay ahead of the curve. With Rajkummar Rao onboard, this campaign reinforces our commitment to providing businesses with the speed, flexibility, agility and support they need to grow and thrive in an ever-evolving digital world.”

    The campaign emphasises Cashfree Payments’ industry-leading services, including one-day onboarding, swift issue resolution, and reliable settlements, ensuring minimal disruption to businesses. Its tagline, Move Fast, encapsulates the brand’s mission to support businesses in overcoming barriers and unlocking growth.

    Sharing his excitement, Rao commented, “I am thrilled to be part of the Cashfree family. Today, digital payments have become an integral part of our daily lives, making transactions smoother and more efficient. Partnering with a brand that has been at the forefront of the fintech revolution and empowering Indian businesses to scale and move fast is both inspiring and rewarding. I’m proud to be a part of this journey.”

    Campaign Highlights

    . The campaign features a digital brand film conceptualised by Cashfree Payments’ in-house team in collaboration with OML, showcasing the brand’s agility and innovation.

    . A refreshed logo incorporates the tagline Move Fast to reinforce the message across platforms.

    . The campaign leverages digital channels, outdoor advertising, and offline platforms, going live on 9 December 2024.

    Cashfree Payments, head & senior director of marketing, Aditi Olemann outlined the broader vision, “At Cashfree Payments, we are shaping the future of digital payments by making them inclusive and accessible to businesses of all sizes—whether it’s a startup in a small town or a large enterprise in a metro city. Our new tagline, ‘Move Fast,’ embodies the core of what we deliver: speed, reliability, and operational efficiency. With this brand refresh, we’ve reimagined Cashfree Payments to not only reflect our growth and evolution but also to capture the exciting path we’re charting for the future.”

    With services trusted by over six lakh businesses, Cashfree Payments processes over $80 billion in transactions annually. Its innovative solutions, including Secure ID, flowWise for payment orchestration, and Risk Shield for fraud monitoring, have set benchmarks in the fintech sector.

    As Cashfree Payments deepens its presence in India, the company is also expanding its operations globally, particularly in the UAE through its acquired partner, Telr. Its focus remains on redefining how businesses approach payments, onboarding, and growth.

  • Pocket FM joins Zepto-Shaadi.com var-vadhu bromance with dash of humor

    Pocket FM joins Zepto-Shaadi.com var-vadhu bromance with dash of humor

    Mumbai: Audio entertainment leader Pocket FM has entered the viral saga of Zepto and Shaadi.com with its own storytelling flair, delivering a clever and hard-hitting carousel post. Adding humor to its impressive milestones, Pocket FM shows it can deliver drama, playfulness, and entertainment.

    In its viral LinkedIn post, Pocket FM seamlessly blends wit and achievements, showcasing its milestones, including global expansion and 75,000 audio series available in under 10 seconds. 

    Pocket FM VP of brand marketing & communications Vineet Singh remarked, “We couldn’t resist jumping into the fun! We couldn’t just watch from the sidelines when storytelling is our forte! This post is our way of saying—whether it’s drama, growth, or humor, Pocket FM always delivers. And let’s be honest, if there’s a trend with deliveries involved, who better to join the party than the ones delivering 75,000 plus  stories faster than your next grocery bag?”

    Adding to the Zepto-Shaadi.com bromance, Pocket FM crafted an entertaining var-vadhu twist on Instagram. While Zepto promised a Manyavar outfit in 10 minutes and Shaadi.com admitted that finding the var-vadhu takes longer, Pocket FM delivered its punchline:  “Why wait? We deliver the var-vadhu’s audio series in less than 10 seconds!”

    Hmm! Didn’t Dangal Play take the same tack? Who came first? 

    Pocket FM can argue it out with Dangal; we will just write about both!

     

     

  • Birla Group’s ECE Elevators launches Ad campaign with four short films

    Birla Group’s ECE Elevators launches Ad campaign with four short films

    Mumbai: ECE Elevators, a division of the prestigious Birla Group, has unveiled its latest advertising campaign, consisting of four engaging short films that showcase the brand’s commitment to providing comfort, sustainability, zero breakdown and aesthetics to elevate consumer experiences. The campaign takes an innovative and humorous approach to reflect how ECE Elevators guarantees smooth rides in life’s every journey with its wide range of smart, safe and sustainable elevators.

    The campaign takes viewers through four distinct stories that highlight the brand’s key offerings with witty relatable situations with surprise endings. Each of the films highlights one key aspect of ECE Elevators, smooth ride, long life, zero breakdown and beautiful aesthetics narrating slice-of-life stories in an engaging and disruptive way.

    The first film features a skilled waiter balancing multiple glasses as he smoothly glides between floors in an ECE elevator, highlighting ride comfort and stability.

    The second film portrays ECE Elevators as the most preferred asset for investment for long-term peace through a quirky narrative.

    The third film presents a humorous take on a romantic relationship to convey that ECE Elevators can promise zero lift breakdowns, but not that of hearts.

    The fourth film tells the story of an artist who is so engaged in painting the portrait of a woman that he is completely oblivious to the annoyance of the passengers waiting outside.

    “Our goal with these new films is to rekindle the legacy of ECE while making it relevant and memorable for today’s generation,” shared ECE Elevators marketing head Anita Dobhal.

    “By focusing on innovative storytelling that resonates with Gen Z and future buyers, we’re building brand awareness and educating the public on essential elevator etiquette in a fresh, engaging way. It’s about celebrating our iconic past i.e. “Bhool Na Jana” while inspiring the modern audience to connect with the quality, safety, and excellence ECE Elevators stands for.” she added.

    BEI Confluence associate VP Rumpa Gupta added “Working on this campaign was about capturing ECE Elevators’ core strengths while keeping the storytelling fun and engaging. Each film delivers a key message in a way that speaks directly to both commercial and residential customers.”

    BEI Confluence creative director Devraj Roy mentioned “The elevator industry is a low involvement category, and most of the communication follows the same pattern. We wanted to break the monotony and lend a fresh feel to the overall campaign by communicating the brand’s smart features in a more relatable way, to increase engagement and shareability with the new-gen audience.”

    The campaign has garnered incredible traction so far and has been well-accepted by the elevator industry. Out of the four films, two are now live, and they are already making waves, capturing the attention and admiration of our audience.

    Watch out for the other two films which are going to be live soon.

  • Smytten celebrates ninth birthday with #TryItAll campaign

    Smytten celebrates ninth birthday with #TryItAll campaign

    Mumbai: Smytten, an Indian product discovery and trial platform, marks its ninth anniversary with the launch of the #TryItAll campaign. Aimed at Gen Z, the campaign focuses on their desire for variety, personalization, and convenience, offering them affordable and risk-free ways to explore new products.

    Understanding Gen Z’s preference for personalised experiences and fear of missing out (FOMO), Smytten allows users to try trending lifestyle products with 100 per cent cashback on trial packs. This lets them explore beauty, wellness, and lifestyle trends without commitment, making informed decisions with confidence.

    To bring the campaign to life, Smytten has teamed up with youth icons Apoorva Arora, Taaruk Raina, and Kritika Bhardwaj for a series of short films. Each film follows a young protagonist discovering Smytten, where they can freely explore a wide range of products, reflecting the brand’s mission to empower discovery.

    Smytten co-founder Swagata Sarangi shared, “When we founded Smytten, our goal was to change how people discover products by creating a platform that truly encourages exploration. Over the years, we have grown alongside our users, embracing their need for choice and personalisation. With #TryItAll, we celebrate this journey. Partnering with talented young artists like Apoorva, Taaruk, and Kritika for this campaign felt natural, they represent the same spirit of curiosity and openness that Smytten stands for. They bring our message to life, making the journey of trying and exploring products feel even more relatable.”

    Smytten co-founder Siddhartha Nangia, “At Smytten, we understand that for today’s consumers, having the freedom to try is just as important as making the final purchase decision. We have created a space where discovery feels effortless and genuinely enjoyable. This anniversary is more than a milestone; it’s a reminder of our ongoing mission to redefine discovery and create new ways to bring excitement to the experience of choice.”

    In celebration of its anniversary, Smytten also introduces special perks, including:

    ●  Nine trial points for ₹199

    ●  Freebies with every trial order

    ●  Up to 90 per cent off on trending brands.

    With a thriving community of over 20 million users, Smytten redefines product discovery in India, empowering an entire generation to make exploring new products as rewarding as choosing them.

  • Story-living: How digital creativity is immersing audiences in PR campaigns

    Story-living: How digital creativity is immersing audiences in PR campaigns

    Digital creativity impacts the relationship between brands and their audiences. Instead of only telling a story, efforts have expanded to allow people to experience the storyline. The change from reading a book that contains illustrations to the use of pictures, moving images, or animations in public relations refers to the strategy of ‘story-living’ whereby users are transported into a narrative environment. This change has also transformed the campaigns to become more immersive, increasing user interactions with the brand.

    What is story-living?

    To put it simply, story living embraces the thought of experiencing a message rather than just showing it. To be exact, story living allows people to be part of a narrative, within a certain time and possibly in a great amount of detail. Indeed, with all of the tools at their disposal, audiences today expect to be able to witness self-exploration in both real and virtual contexts. Virtual reality, augmented reality, and live online interactions give realistic insights into the journey. With these experiences, audiences are encompassed in the story and made to feel that they are part of the brand’s universe.

    Why story-living is effective in PR

    The main reason for this is that the audience is usually fully engaged and costs less to execute. Emotional experience is the main reason a brand succeeds. If the audience takes part in an event, they will have a greater emotional response to the brand. This emotional response causes them to have a better important than usual recall of the brand and a positive feeling towards the brand, making them tell their story to others.

    Differently from the classic advertisements that can be seen as just noise among other mundane content, an interaction is something that engages the audience and extends their loyalty towards the brand. When audiences get personally involved, they are more likely to mention it on social media networks or endorse it to more people, thus increasing the number of the audience of the given brand organically.

    Tools that bring story-living to life

    Well, with the improvement in technology, PR teams now have a variety of instruments to make story-living events a reality. Here are some of the famous ones:

    1.  Virtual reality (VR): VR places audience members into completely new spaces and enables them to navigate and interact within them in a real life setting this creates remarkable impressions of the brand’s universe for the audience.
    2.  Augmented reality (AR): AR adds a layer of digital interaction to the physical world, allowing users to interact with different elements. AR can be used by brands in a number of creative ways so that people can engage with the brands in a more fun and entertaining manner.

    3.  Live streaming and interactive videos: Live video makes it possible to stream events as they occur and to view additional interactions such as questions and comments direct to the presenters. Engagement in this manner makes people feel much closer to the action and hence the feeling of immediacy.
    4.  Social media polls and quizzes: Involving, engaging, and simple tools such as polls and quizzes require the audiences to become part of the narrative. Such tools assist the audience in taking part in the evolution or strategy of a brand.

    5. Custom-made content: Thanks to modern analytics, brands may now provide a high level of customization and create messages and contents that are suitable for every user. This makes an interaction personal, consequently creating a bond.

    The future of story-living in PR

    In the wake of new technological changes, story-living will undoubtedly be included in the core blocks of PR practices and approaches. Such digital tools enable brands to capture the audience’s attention in diverse significant experiences. This particular trend shows a change in PR practice as the bulk of it will not revolve around storytelling but rather engagement.

    Turning the audience into a key piece of the brand story is what story-living brings into PR and transforms it into something new. It is changing how brands speak as they create deeper and better connection with customers in the process. Story-living is bound to trend as companies diversify it, while at the same time cutting through the noise in today’s digital world and maintaining relevance.

    The article has been authored by The Right PR founder & director Harday Gupta.

  • The Sleep Company unveils new campaign ft Sima Taparia

    The Sleep Company unveils new campaign ft Sima Taparia

    Mumbai: The Sleep Company’s latest campaign features Indian matchmaker, Sima Taparia, bringing a fun twist to finding the right mattress. In the campaign, Sima Aunty matches couples not just with life partners, but with their ideal mattresses, highlighting the importance of comfort and trust in both relationships.

    Titled ‘Peaceful Sleep Mubarakh Ho!’, the digital campaign opens with a matchmaking session with a young couple and their families, discussing their requirements for a perfect match. The scene shifts to The Sleep Company’s showroom, where Sima Aunty assures the couple that while finding the perfect partner may be uncertain, their SmartGrid mattress comes with a 10-year warranty and a 100-night free trial, offering guaranteed comfort.

    The campaign presents the idea that finding lasting comfort, like finding the right partner, doesn’t have to be complicated. The SmartGrid mattress, offering a balance of firmness and softness, is positioned as the perfect choice for couples starting new journeys.

    The Sleep Company co-founder Priyanka Salot said, “At The Sleep Company, we have always ensured to create comfortable experiences for consumers, which supports them in every phase of life. Our SmartGrid mattresses are designed to offer unmatched comfort – essential to enhancing the sleep quality of people as well as overall well-being. An ideal choice this wedding season, The Sleep Company mattresses also make for a thoughtful gift for couples starting their journey together. Our new campaign with Sima Taparia highlights the importance of finding a perfect mattress just like finding an ideal partner in life. The campaign takes the idea of matchmaking to a completely new level and emphasizes how we prioritize quality and long-term satisfaction for our consumers.”

    Steve Priya’s CCO Priya Pardiwalla said, “Over three seasons of her show, Sima aunty thought she’s heard all kinds of unrealistic demands and expectations for a prospective partner. Not really. In what looks like a scene from her show, we wanted to communicate that unlike most things in life, The Sleep Company mattress comes with the assurance of a 10-year warranty and 100 nights trial.”

    Taparia said, “The two key pillars of a successful relationship are comfort and having each other’s support. Similarly, a good mattress is the one that provides comfort and necessary support to the body. TSC’s SmartGrid mattress averts pressure accumulation and provides comfort, making it an ideal match for anyone seeking quality sleep. Given the commonality between a good relationship and a good mattress, I am thrilled to join hands with The Sleep Company and add a little matchmaking magic to its wedding campaign.”