Mumbai: EduFund, India’s pioneering full stack product for education planning has launched the “Bachao Aur Padhao” campaign. This initiative aims to address the escalating costs of education in India and ensure affordable access to quality education for all families.
India’s education sector is experiencing rapid expansion yet it faces a formidable challenge: soaring education costs. With annual inflation rates in education ranging between 10-11 per cent, significantly outpacing wage increases, families aspiring for quality education are under increasing financial strain. This trend not only threatens the government’s ambitious education enrollment targets but also jeopardizes the sustainability of the educational growth trajectory.
The “Bachao Aur Padhao” campaign advocates for proactive measures to address these rising costs through dedicated education savings strategies. Costs at premier institutions like IIMs and IITs have surged by up to 147 per cent and nearly doubled for MBA and B.Tech programs, respectively, intensifying the affordability crisis. For households earning less than Rs 5 lakhs annually, these rising costs often result in higher dropout rates and heightened dependence on education loans.
“In a country like India, education provides the pathway to a better life. Educating parents on the need to financially plan and save is imperative, especially in the current landscape where fees threaten this pathway” said EduFund co-founder and CEO Eela Dubey. “Through initiatives like ‘Bachao Aur Padhao,’ we aim to promote strategic financial planning. Our hope is to make parents financially literate by teaching them how to invest and where to invest for this incredibly important goal. We want to make it less scary!”
As per research done by EduFund, mutual funds emerge as a practical solution for parents seeking to build substantial educational funds. Equity mutual funds, for example, have historically outperformed traditional savings instruments, offering a robust avenue for long-term wealth accumulation to fund education aspirations. Offering professional management, diversification, and potential for higher returns, mutual funds are well-suited for nurturing significant education savings over time.
This path breaking campaign by EduFund urges the government to facilitate goal-based investing in education by introducing tax incentives akin to successful international models such as the USA’s 529 plan and the UK’s Junior ISA. These incentives can incentivize parents to save for their children’s education systematically, reducing reliance on loans and ensuring equitable access to quality education nationwide.
Mumbai: On World Olympics Day, AV Organics is pleased to introduce Evocus Hydration I.V. the ultimate Olympians hydration partner recommended by Olympians. Some of these elite athletes, including Tulika Maan (Judo), Hardik Singh Rai (Hockey), Dilpreet Singh (Hockey), Aruna Talwar (Taekwondo), are amongst 27 other Olympians that recommend Evocus Hydration I.V. for its superior hydration properties, natural ingredients, and performance-enhancing benefits, making it the preferred choice for sports and fitness enthusiasts. The Olympians trust Evocus to keep them at their best, both in training and competition. Discover the difference with Evocus Hydration I.V. and join the movement for a cleaner, more powerful hydration solution.
Evocus founder and MD Aakash Vaghela expressed his enthusiasm about the launch: “We are honored to have 27 Olympians, recommend Evocus Hydration I.V. as their preferred clean hydration drink for their rigorous training. This unique formula meets the demands of modern lifestyles, helping individuals achieve optimal performance and overall well-being. Evocus Hydration I.V. is more than just a drink mix—it represents a commitment to excellence in hydration technology. Some of these Olympians are also participating in this year’s mega sporting tournaments as well representing India in front of the world & we are surely very proud of them.”
Indian footballer Bala Devi said, “As an athlete, staying hydrated is essential and Evocus Hydration I.V. ensures I maintain peak performance levels. Its unique formula keeps me refreshed and ready to tackle any challenge on the field.” Shooter Abhishek Verma added, “Optimal hydration is paramount for peak performance in shooting, particularly regarding focus and maintaining hand steadiness. Evocus Hydration I.V.’s electrolyte blend plays a vital role in my training regimen. It ensures I’m properly hydrated, allowing me to maintain focus and recover efficiently between rounds, ultimately contributing to my performance during competitions.”
Evocus, India’s first natural black alkaline water, expands its product portfolio with the introduction of Evocus Hydration I.V. This advanced beverage blend, featuring Active Absorption Technology, sets a new benchmark in hydration. Naturally sweetened with organic cane juice powder, reduces post-workout fatigue and aids muscle recovery, rejuvenating the body at a cellular level and with no processed sugar, fizz-free, zero fat, zero cholesterol, and zero caffeine, it is a guilt-free choice for those prioritizing health and performance. Enriched with vitamins C, B1, B2, B3, B5, and B12, Evocus Hydration I.V. offers a balanced blend of essential vitamins, minerals, and electrolytes. Formulated with clean, high-quality ingredients, it is free of artificial colors, flavors, and additives, ensuring pure performance enhancement.
Evocus Hydration I.V. goes beyond just hydration, offering a powerful and refreshing way to replenish your body. Packed with a balanced blend of essential vitamins (C, B1, B2, B3, B5, and B12), minerals, and electrolytes, it fuels your performance without the added sugar or fizz of traditional sports drinks.
Evocus Hydration I.V. is available in four delightful flavors: Blueberry, Tangerine, Lime & Yuzu, and Cranberry. It comes in powder form, available in packs of 6, 12, and 24 sachets, starting at Rs 240 for a pack of 6 sachets. The product is now available on the Evocus website, leading e-commerce platforms such as Amazon and Flipkart, q-commerce platforms including Swiggy, and retailers like Apollo Pharmacy, Nature’s Basket, and WH Smith at airports.
Mumbai: Ever imagined a bedtime experience that transports you beyond the confines of your ordinary sleep, making you feel weightless with absolutely no gravity? The Sleep Company, India’s leading comfort-tech brand, makes this dream a reality with its Smart Recliner bed. In its newly launched digital campaign #UpgradeToSmartBed featuring Indian actor Jim Sarbh, the company shares the benefits of upgrading to a smart bed.
Conceptualised by Steve Priya, the theme of the campaign is to create awareness about the innovative technology of the Smart Recliner Bed. The ad unfolds an intriguing conversation between Jim Sarbh and his on-screen partner alongside a guest couple at their home at the sight of a floating astronaut in a sci-fi movie. The guest couple marvels at the concept of Zero Gravity, Jim Sarbh and his on-screen partner exclaim that it feels out of the world as they experience it everyday in their smart recliner bed.
Their expressions speak volumes on how they get transcended into heaven physically and mentally every night with Smart Recliner Bed. Then they introduce the guest couple to The Sleep Company’s Smart Recliner Bed and its unique features like Zero-gravity mode developed by NASA, massage mode and TV mode. To which the awestruck couple say ‘it is better than going to a theatre’, and nothing in very long has sounded more honest.
The Sleep Company co-founder Priyanka Salot, “When we first launched The Sleep Company in 2019, SmartGRID Technology revolutionized the Sleep Tech industry and we have not stopped ever since. With our head high, we feel rest assured about our Smart Recliner Beds and its ground-breaking innovation. It is out-of-the-ordinary in every way that allows people to use their beds for multiple purposes like to get a massage, recline or get theatre experience at home along with health benefits like prevention of acid reflux. We are here to disrupt the sleep and comfort tech industry and our Smart Recliner Bed is a testament to our commitment of creating most ingenious products and taking this industry to a whole new level.’’
Commenting on the campaign, The Sleep Company’s CMO Ripal Chopda stated, “The thought of this campaign stems from the fact that everyone deserves a relaxing bedtime routine after the hectic pace of everyday life. Our Smart Recliner Bed is a unique blend of innovation, comfort, and luxury and we want to encourage our audiences to upgrade to a smart bed. Through the Smart Recliner Bed, we want to provide our consumers with an unparalleled sleeping experience accompanied by a range of customized preset modes.”
The zero gravity mode of the bed, a NASA-approved sleeping position scientifically designed to put less pressure on the spine offers luxury and enhances comfort when sleeping. The bed helps people escape from the stresses of daily life with its massage mode. Besides, it is designed in a way that individuals can also indulge in entertainment through the TV mode.
The digital campaign has been launched on YouTube and Instagram handle of The Sleep Company.
Mumbai: Muthoot Finance, India’s gold loan NBFC has launched two powerful ad films as part of its ‘Bharosa India Ka’ brand campaign featuring brand ambassador Madhuri Dixit.
The campaign, a testament to Muthoot Finance’s enduring legacy in the financial services sector, is a heartfelt acknowledgment of the unwavering trust and preference shown by its customers. It also serves as an expression of gratitude towards the millions who have made Muthoot Finance their first choice for financial solutions.
The twin ad films reinforce Muthoot Finance’s position as a reliable partner in the financial services sector. The first ad film focuses on removing doubt from decision-making and the second film delves into the emotional significance of gold as a generational asset. Together, they present a compelling message of the enduring trust Indians place in gold and Muthoot Finance’s reliability.
Speaking about the new campaign, The Muthoot Group joint MD Alexander George Muthoot expressed, “Our ‘Bharosa India Ka’ campaign goes beyond showcasing our diverse range of services; it highlights the assurance that comes with each offering. This unwavering trust, built over decades, drives us to innovate and enhance our customer service continually. The universality of our message conveyed by Madhuri Dixit, as the face of our campaign, embodies how we’ve become an integral part of our customers’ lives, enabling them to make confident financial decisions. It also reflects our commitment to delivering reliable financial services and underscores our dedication to empowering customers and communities alike.
Backed by the company’s expansive network of over 6000 branches and daily service to more than 2.5 lakh customers nationwide, Bharosa India Ka campaign celebrates Muthoot Finance’s recognition as India’s number one most trusted financial services brand for eight consecutive years, as per TRA’s Brand Trust Report.”
The Muthoot Group senior general manager – marketing and strategy Abhinav Iyer added, “Our aim with these ad films is to acknowledge and assure our customers of the trust that they have reposed in us over centuries. The ad films, with Madhuri Dixit bringing her characteristic grace and appeal, drive the message that at Muthoot Finance, trust isn’t just promised – it’s delivered. Bharosa India Ka brings together a brand film and a product film – both interestingly conveying why Muthoot Finance gold loan is undoubtedly the most trusted choice of India.”
Mumbai: Have you ever stumbled over the word ‘Croissant’ and wondered how it’s pronounced? You’re not alone! Britannia Treat Croissant, under Britannia Industries Ltd, India’s largest bakery foods company, embarked on the mission to settle this pronunciation challenge with their innovative ‘Croissant Pronunciation Internship’. This one-of-a-kind internship opportunity aimed to discover young extraordinary enthusiasts who can make ‘Croissant’ roll off the tongue like poetry.
From over 70,000 applicants, Britannia Treat Croissant found not one, but two Croissant Pronunciation Experts who were rewarded with a stellar stipend of Rs 3 lakhs each. Anshu Verma and Ronica Bajaj were hired as interns and they spent a fun and engaging day at Britannia, showcasing their enunciation prowess during their one-day internship with Britannia. The campaign was designed and executed by Britannia Treat Croissant in collaboration with Youngun.
“Britannia is always looking for creative ways to engage our audience and the success of the ‘Croissant Pronunciation Internship’ is a testament to our ability to create campaigns that are both impactful and memorable. This campaign has not only corrected a common mispronunciation but also helped us in engaging with our audience in a fun and meaningful way to create awareness for the product and the category” Britannia chief business officer – bread, cake and rusk – Yudhishter Shringi.
Within the first 24 hours of the campaign’s launch, 25,000 individuals had already applied for the internship opportunity. Overall, the campaign reached a significant audience of 50 million, generated over 18,000 comments on the post, and witnessed an impressive six-fold increase in the Instagram follower base. Additionally, the campaign inspired over 100 user-generated posts on social media, further amplifying its impact and reach. The campaign’s presence also expanded offline, with out-of-home advertising illuminating the streets of Chennai, Kolkata, Pune, and Bangalore. Collaborations with Internshala ensured the internship opportunity reached far and wide.
Britannia’s ‘Croissant Pronunciation Internship’ has indeed found its experts, proving that even the pronunciation of the trickiest words can be mastered!a
Mumbai: Tribes Communication proudly announces its collaboration with renowned Indian influencer Ankit Baiyanpuriya for an impactful influencer campaign promoting Honda Motorcycle and Scooter India’s most loved Shine 100 motorcycle. Leveraging Ankit Baiyanpuriya’s status as one of Bharat’s foremost ambassadors of fitness, discipline, and aspiration, the campaign highlights the Honda Shine 100 motorcycle’s key attributes: sturdiness, consistency, and efficiency.
The campaign aims to reach the target group through social media influencers, effectively communicating the product’s unique selling propositions. The target audience includes executives, business owners, and farmers who prefer economical, durable, and easy-to-use products, emphasizing performance, smart styling, and daily usability.
Influencers from various genres, including TV, films, entertainment, education, income, sports, auto, and farming, have been incorporated into the campaign across the target markets of Uttar Pradesh, Bihar, Rajasthan, Madhya Pradesh, Gujarat, Maharashtra, and Karnataka. By blending style, trust, and sustained performance with Ankit’s inspiring persona, the Honda Shine 100 has successfully reached its target audience, earning the trust of millions and motivating countless others.
Tribes Communication is thrilled to be at the forefront of such a dynamic campaign, showcasing the powerful synergy between the brand, influencer and the right target audience.
Mumbai: In a world where criticism and doubt sometimes weigh down creativity and ambition, Nestlé MUNCH has unveiled its “Utha MUNCH, Dikha Crunch” campaign, encouraging individuals to embrace their unique qualities and confidently pursue their passions. Each bite of MUNCH celebrates the “crunch,” symbolizing the inner strength and resilience within each person, reminding them of the delightful rewards that come from staying true to themselves and pursuing their dreams.
Commenting on the campaign, Nestlé India director, confectionery business Rupali Rattan said, “Through this campaign, we want MUNCH to be an ally in crunching all the noise from the doubters and not letting anyone stop you from being your authentic self. We are hopeful that the crunch of MUNCH will emerge as a formidable force, emboldening the teens of today to rise above the noise and triumph against all odds.
VML North managing partner Jaibeer Ahmad further added, “Through relatable narratives and seamless storytelling, set in the young and vibrant Indian towns, we have showcased how Munch’s crunch is a rallying cry for teenagers to embrace their individuality and keep moving forward with an unwavering winning attitude.”
The campaign includes a series of digital films released across North and South India.
Mumbai: In India, cricket is more than a sport; it’s a cultural phenomenon that unites generations across all demographics. Embracing this passion, Britannia 50-50 announces two quirky campaigns, including Britannia 50-50 T20 Golmaal with Ravi Shastri and a new TVC film for Britannia 50-50 Sweet and Salty. These initiatives feature cricketing icon and former Indian head coach Ravi Shastri, who has been associated with Britannia for the past two years.
Britannia 50-50 kicked off the season with a new TVC with Ravi Shastri in a dual avatar for Britannia 50-50 Sweet and Salty. Conceptualized by Lowe Lintas, the TVC captures the essence of the cracker by showcasing Ravi Shastri in a playful dual persona, conversing with doves. As he experiences the sweet and salty sides of the biscuit, his interactions with the doves mirror the distinct flavours. His persona softens when he experiences the sweetness, but his response takes a witty and playful turn when he encounters the salty crunch. Through this campaign, Britannia 50-50 delivers a perfect blend of sweet and salty sensations that cater to the discerning tastes of today’s snack enthusiasts.
Britannia takes it a notch further by introducing an initiative in partnership with Mindshare India, seamlessly integrating AI technology. The Britannia 50-50 T20 Golmaal with Ravi Shastri offers an innovative way for users to interact with Ravi Shastri during the ongoing cricket season and receive Golmaal advice. Building on last year’s chatbot, Chatbot 2.0 initiative now includes a new AR feature, presenting an animated Shastri avatar that answers “Golmaal” questions with unexpected humor, keeping fans entertained regardless of the game’s outcome. This innovative addition activates the user’s rear camera, projecting a digital avatar of Ravi Shastri onto their screen, allowing users to ask questions directly, thus making the interaction smooth and engaging.
Teams involved in development have delicately crafted and trained this digital avatar of Ravi Shastri, and have humanised it further by mapping the face details, adding mocap to match mannerisms and training the voice using multiple LLM’s. Physical appearance aside, even the personality, way of speaking, and words used have been created to emulate his mannerisms. The chatbot seamlessly combines the best nest of new technology – AR engines of 8th Wall, Conversational AI technology of InWorld, Gen AI voice technology of Eleven labs and Xtendr’s proprietary tech layer to take engagement and experience to the next dimension of “real-time two-way conversations in both voice and text formats.
That’s not all, users can also win* exciting Golmaal cricket hampers and match tickets to Australia by recording and sharing their best Golmaal conversations with Ravi Shastri on Instagram or Facebook, tagging the handle @britanniasnackInc.
“We are thrilled to launch two exciting initiatives that perfectly capture the spirit of Britannia 50-50 and our deep connection with cricket. The Britannia 50-50 T20 Golmaal with Ravi Shastri and our Sweet and Salty campaign, both featuring Ravi Shastri represent our commitment to exploring new horizons and delivering unique experiences to our consumers. With the cricket fever gripping the nation, these campaigns are exciting and unpredictable, much like the sport itself. Ravi Shastri perfectly embodies the essence of Britannia 50-50, and we are confident that both campaigns will resonate deeply with cricket fans and snack enthusiasts alike.” – Britannia Industries CMO Amit Doshi.
Speaking about the campaign, Ravi Shastri said, “Partnering with Britannia 50-50 has been an absolute delight. As someone who is deeply connected to cricket, I appreciate the passion and excitement that Britannia brings to the game through its innovative campaigns. The Britannia 50-50 T20 Golmaal with Ravi Shastri offers fans a unique, interactive way to engage with me, while the Britannia 50-50 Sweet and Salty mirrors the dynamic nature of the sport. Britannia is doing fantastic work in connecting with cricket lovers and snack enthusiasts across the country, and I am thrilled to be a part of this journey.”
Ravi Shastri first brought his distinctive charm to the iconic Britannia 50-50 Maska Chaska TVC in 2022, where he perfectly depicted the desi and videsi styles of watching cricket and the emotions evoked by the flavors in Britannia Maska Chaska. Additionally, Shastri was featured in five humorous films for Britannia 50-50 Golmaal, where a player approaches him for guidance in each film. In response, in his inimitable style, Shastri imparts the ultimate strategy of “Golmaal.” His dynamic persona perfectly matches Britannia 50-50’s spirit, celebrating the brand’s long-standing association with cricket.
“Britannia 50-50, Cricket and Ravi Shastri are such powerful ingredients that you have to craft the right balance, or one can easily overpower the other two. Also, when you have a long cricketing season you don’t want your ad to be an irritant, instead something people look forward to in the breaks. We feel the Doves and the Guturgoos may have just helped us land these two things right.” – Lowe Lintas India regional creative officer Sarvesh Raikar.
“Generative AI is revolutionizing brand experiences, creating deeper connections with audiences and becoming a cornerstone of our marketing initiatives. By integrating AI with cutting-edge technologies like AR avatars, Mindshare is pioneering experiences that are not just industry firsts, but world firsts. Britannia 50-50 T20 Golmaal with Ravi Shastri exemplifies this innovation, offering a sustained, evolving property that continuously delights consumers with fresh and engaging interactions. We are committed to pushing the boundaries of what’s possible, ensuring that each encounter with our brand is memorable and impactful.” – Mindshare, South Asia CEO Amin Lakhani.
“At Xtendr our mission has always been to augment human vision using spatial computing & AI. We have been blending technology, design and human imagination to make objects talk and narrate brand stories in an immersive manner. This partnership with Britannia and the team at Mindshare had us take branded content conversations to the next level of engagement – creating something that has never been done before. We made brand storytelling real-time & immersive about the moments that matter the most.” – Xtendr founder and CEO Anurag Sachdeva.
Steps to chat with Ravi avatar:
1 Click on the link: https://www.5050cricket.in/ 2 Verify your details 3 Ask or Type your cricketing queries to Ravi 4 Get live Golmaal responses from Ravi’s AR avatar 5 Record and share your Golmaal conversation with Ravi on Instagram or Facebook tagging @britanniasnackinc 6 Stand a chance to win* a trip to Australia to watch a match or exciting Golmaal cricket hampers *T&C applied
Mumbai: Entourage Films is excited to announce a new ad campaign with the two iconic brands KitKat and Netflix. This creatively scripted collaboration showcases KitKat’s distinctive concept of “breaks” within the engaging world of Netflix.
Director Sharat Katariya, celebrated for his humor and exceptional storytelling, seamlessly blended the world of KitKat and Netflix into an engaging experience for the viewers. Starring Bollywood sensation Ayushmann Khurrana, the film takes viewers on a delightful journey in the Netflix world.
At the heart of the campaign is the theme of taking a break, a concept synonymous with KitKat’s brand identity. As Ayushmann, feels bored with repetitive roles on a movie set, he yearns for a break. The commercial cleverly highlights the idea that just like there’s a KitKat for everyone, there’s a Netflix show or movie for every mood.
Entourage Films executive producer Garima Arora shared: “Working with KitKat, Netflix and Ayushmann Khurrana was a fantastic experience. The set was full of laughter and chocolates, it definitely felt like a big family gathering. Sharat and I were thrilled to be part of this project and we look forward to more collaborations.”
This film shows the exciting potential when two major brands join forces to create something fresh and innovative. This collaboration between KitKat and Netflix is a masterful blend of humor, storytelling, and brand synergy. It invites viewers to pause, enjoy a KitKat, and immerse themselves in the endless entertainment options that Netflix offers. By combining the pleasures of a sweet treat and top-notch entertainment, the campaign creates a compelling message to unwind and enjoy a break.
Mumbai: Mahindra & Mahindra Ltd, India’s leading manufacturer of SUVs and armoured vehicles for defence and paramilitary forces, proudly announces the launch of ‘Hearts to Bravehearts’, an initiative to commemorate the 25th anniversary of India’s victory in the Kargil War. This initiative is a heartfelt mission to honour the courage, sacrifice, and resilience of our brave soldiers. Mahindra reiterates its commitment towards nation-building through this endeavour.
Mahindra SUVs will simultaneously flag off from Tanot Border Post, Kibithoo Border Post, and Kochi Port covering 10000 km. The convoys will carry messages from citizens to military stations, garrisons, and war memorials across the country, culminating at the Kargil War Memorial.
The campaign is a sincere call to all Indians to express their gratitude towards the Indian armed forces. Citizens are invited to share their gratitude through letters, poems, sketches, and other creative expressions. In partnership with Indian Post (department of post, ministry of communications), Mahindra will utilise their extensive network to deliver messages from Mahindra Dealerships to three locations of military significance from where convoys of Mahindra SUVs will flag off. The final destinations for these messages include military stations, garrisons, war memorials, and cantonments across the country and Kargil/Drass.
M&M Ltd president – automotive division Veejay Nakra said, “We are deeply honoured to commemorate the 25th anniversary of the Kargil victory with our ‘Hearts to Bravehearts’ initiative. This campaign is not just about remembering our heroes but about celebrating the freedom and peace they have secured for us. By sending our heartfelt messages to the brave soldiers who protect our nation, we aim to show them that their sacrifices have not only brought us safety but also endless smiles and a peaceful life. Mahindra is proud to be a part of this significant journey, reinforcing our commitment to exploring the impossible and supporting our nation’s heroes.”
In a significant collaboration, Mahindra has tied up with Faujiana as a partner to engage with Kargil war veterans to spread awareness and drive citizen participation through its extensive network. Along the way, the drive will also foster goodwill through the involvement of eminent journalists and celebrities, amplifying the campaign’s emotional resonance.
A robust social media campaign will provide the necessary reach and scale, engaging millions across the nation. Citizens will be encouraged to share their messages on social platforms as well as at their nearest Mahindra Dealerships, amplifying the collective voice of gratitude and respect for our armed forces. Drop points will be set up at Mahindra showrooms and workshops nationwide, making it convenient for people to contribute their messages.
By delivering these messages to Defence destinations across the country, Mahindra proudly plays a role in honouring heroes and reinforcing the nation’s pride in its defence forces.
