ITV

Tag: Campaign

  • CoinDCX launches #KnowBitcoin campaign

    CoinDCX launches #KnowBitcoin campaign

    Mumbai: CoinDCX, India’s leading and most valued crypto exchange is proud to introduce its latest initiative, the ‘Know Bitcoin’ educational campaign. This campaign, meticulously crafted to span various print and online channels, aims to redefine perceptions surrounding Bitcoin and highlight its emergence as a formidable asset class.

    CoinDCX’s ‘Know Bitcoin’ campaign fosters a broader understanding and adoption of Bitcoin as a viable investment asset. The campaign integrates a diverse mix of media and non-media platforms, including print, digital, social media, community engagement, on-ground activations, and other digital assets. Leveraging partnerships with prominent influencers amplifies its impact, all centered around the key message of ‘#KnowBitcoin.’ This public interest initiative will run for two months and has been created by the brand’s in-house creative team.

    India, currently leading in crypto adoption, serves as the backdrop for this campaign, echoing the sentiment that skepticism often transforms into acceptance with knowledge and experience. Targeting Indian adults aged 25-45, the campaign’s inaugural theme focuses on Bitcoin’s evolution into a prominent asset class, characterized by exponential growth.

    CoinDCX’s objective with ‘Know Bitcoin’ is to empower individuals with comprehensive knowledge about Bitcoin, encouraging them to embrace the opportunities presented by the rapidly evolving investment landscape. This campaign gains heightened significance as Bitcoin surpasses its all-time high after two years, maintaining its position above $70,000. Furthermore, recent developments such as the launch of Bitcoin spot ETFs by prominent financial institutions, underscore Bitcoin’s growing legitimacy and appeal as an investment vehicle.

    *A Bitcoin ETF is a financial product that tracks the price of Bitcoin and allows investors to gain exposure without owning the crypto directly.

    “Education has been a cornerstone of our strategy. Over the past five years, CoinDCX has launched numerous educational initiatives, such as DCX Learn, Namaste Web3, and Community City Chapters, ensuring both in-person and online outreach across every corner of India. ‘Know Bitcoin’ aligns with CoinDCX’s commitment to educating the masses about Web3 and its potential for Young India. Through our educational initiatives, we have already reached millions, and ‘Know Bitcoin’ will enable us to scale our impact further,” said CoinDCX COO Mridul Gupta.

  • Zing’s Women’s Day campaign ‘Empower Not Embarrass’ takes a stand against online trolling

    Zing’s Women’s Day campaign ‘Empower Not Embarrass’ takes a stand against online trolling

    Mumbai: In a bid to counter rampant online harassment against women, Zing, the popular youth entertainment channel, launched its impactful Women’s Day campaign, ‘#EmpowerNotEmbarrass’. The campaign went beyond the mere celebration of women’s achievements; it challenged the status quo and advocated for a shift in people’s behaviour online. Zing firmly opposed the culture of trolling and negativity while iterating the importance of fostering a digital sphere free from harassment and abuse.

    The #EmpowerNotEmbarrass campaign shed light on the harsh reality of how every eight out of ten women faced online harassment, often in the form of abuse, malicious gossip, trolling, and even threats of violence. The data paints a grim picture, as women face three times more abuse than men with cities like Mumbai, Delhi, and Hyderabad reporting particularly high occurrences. As per surveys in 2023, nearly 83 per cent of those surveyed believed more actions needed to be taken to make it safer for women to use the internet. It is also observed that regardless of their profession or content style, women face trolling. It’s not just limited to dance reels or entertainment; it affects all forms of content creation. Through this campaign, Zing endeavoured to initiate a positive transformation within society.

    Zing has always advocated and supported a positive space for women, whether through its flagship show Pyaar Tune Kya Kiya, or the recently launched Snaackz video series featuring three up-and-coming content creators. For this Women’s Day, Zing rolled out a captivating video featuring women from different walks of life following their passion and expressing themselves, only to be met with comments of ridicule and hate. The video concluded with a resounding message, empowering women, and commemorating Women’s Day with the ethos of Empower Not Embarrass. Additionally, Zing also asked its viewers on-air to pledge support through a vignette, by trolling the trollers with love and to comment using the hashtag #EmpowerNotEmbarrass to make a difference. The videos successfully resonated with the masses and garnered over 1.1M video plays, 935K reach across platforms. It also received 30% higher engagement as compared to other posts on Zing.

    Talking about the campaign, Zing chief channel officer Pankaj Balhara said, “This Women’s Day, we at Zing made a strong stand against online trolling directed towards women with the #EmpowerNotEmbarrass campaign. There are enough and more studies online on the current reality of trolling, Zing is trying to bring about a positive change in society through this initiative. We seek to educate society and convey the message, that the power to change lies within, they can make a difference and act towards this change.”

    “The idea is to reduce the impact through positive comments, by doing so we can dilute the negativity on the timelines of women. To celebrate Women’s Day, we asked our viewers and followers to support the #EmpowerNotEmbarrass movement to build a future where women are celebrated and respected both online and offline,” he further added.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Zing! (@zingtv)

     

  • OLX challenges gender roles with its latest Women’s Day campaign

    OLX challenges gender roles with its latest Women’s Day campaign

    Mumbai: Celebrating the indomitable spirit of women, OLX, a leading online marketplace, launched a thought-provoking campaign aimed at redefining gender roles.

    Titled “Products aur Profession ka koi gender nahi hota hai,” the campaign takes a bold stance against entrenched stereotypes by questioning conventional perceptions of women’s roles in society

    In a series of captivating reels shared on Instagram, OLX confronts viewers with a simple yet powerful message: gender should never dictate one’s identity as a driver, biker, or fitness enthusiast.

    The concept has been conceptualised by Social Panga, OLX’s creative and digital marketing agency partner.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by OLX India (@olx_india)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by OLX India (@olx_india)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by OLX India (@olx_india)

     

    Reflecting on the campaign, OLX chief business officer Siddharth Agrawal said, “Diversity, Equity and Inclusion have always been at the heart of OLX’s ethos. We’ve fostered a culture that not only embraces individuality but also leverages diverse perspectives to drive innovation. This campaign is a testament to our commitment to challenging societal norms and promoting inclusivity. Social Panga helped us seamlessly execute this campaign and build a strong narrative to deliver this message.”

    Social Panga co-founder Himanshu Arora said, “We are delighted to be part of a campaign we truly believe in. We are grateful to OLX for giving us this opportunity and to our team, who did a fantastic job. We at Social Panga firmly believe in the power of women, and it is no surprise that the campaign has received a great response across our audiences.”

    Through this groundbreaking collaboration, OLX aspires to spark meaningful conversations and inspire positive societal change, one reel at a time.

  • Bombae is breaking the hairarchy yet again, one hairy ad at a time!

    Bombae is breaking the hairarchy yet again, one hairy ad at a time!

    Mumbai: Bombae, the trailblazing brand known for its audacious approach to social norms, is once again challenging conventions with its latest campaign: “Breaking the Hairarchy, One Hairy Ad at a Time.” In a world where traditional beauty standards have dictated unrealistic expectations for far too long, Bombae is on a mission to disrupt the status quo. With their latest initiative, they aim to spark a much-needed conversation about the portrayal of women’s body hair in media and advertising.

    Remember those mischievous days of childhood; giggling as we scribbled moustaches on magazine models?  Little did we know our silly doodles stemmed from something deeper – a world obsessed with defining beauty within a narrow box. Today, as adults, we understand that judging someone based on a strand of hair or lack thereof is, well, a bit like judging a book by its cover (and a pretty boring cover at that!). But the truth is, those beauty standards we mocked as kids still linger. Body hair on women?  

    Parlour didis. Movies and ads. The patriarchy. Everyone’s got one thing to say:

    Whisper it quietly->Body hair is gross -> Women shouldn’t have any -> Conform to this norm.

    Bombae’s campaign challenges the pervasive notion that body hair on women is taboo or undesirable. By reimagining popular advertisements to feature women with visible body hair, Bombae aims to celebrate the natural beauty of all individuals and break down outdated stereotypes.

    Bombae chief business officer Siddha Jain said, “Yeah, we’re not a fan of the current situation. So, we want to change this conversation by changing the game. For many forms of representation around us, the portrayal of women’s body hair still remains hidden, creating a disconnect between reality and what we see splashed across billboards. And so we want to show ads in a way that haven’t been shown before in an effort to stay true to the promise of being bold, honest and irreverent in everything we do. We invite brands to come recreate their ads with us! Because when we see women in their natural selves, unafraid and empowered, that’s a message worth amplifying. Let’s recreate ads together with a fuzz of moustache and touch of hair arms, to showcase the world they are as beautiful and as sexy. Break the mold with us. DM us on Instagram, and we beautifully retouch it with hair, and we put it up as a collab post!”

    The idea of this initiative is to recreate some ads by adding body hair to them – to show the world that a leg fuzz or an underarm with a touch of shade is just as powerful, just as sexy, just as worthy of being showcased. This is where Bombae breaks the ice and all the stereotypes around women’s hair and hair removal.

  • Decathlon India’s ‘Play Your Own Way’ campaign inspires women in sports

    Decathlon India’s ‘Play Your Own Way’ campaign inspires women in sports

    Mumbai: As the world prepares to celebrate International Women’s Day, Decathlon India is set to introduce the 2.0 edition of the ‘Play Your Own Way’ campaign, promoting inclusivity and empowerment for women of all ages, backgrounds, and sizes. The campaign celebrates each woman’s unique journey towards a healthier and happier lifestyle, whether it is taking up a new sport, setting fitness objectives, or simply enjoying the freedom of movement.

    Through a series of engaging events and activities, Decathlon India aims to encourage 50,000 women across the country to discover the joy of an active lifestyle and the sense of empowerment that comes with it.

    ●    Various citywide events include Women’s Day runs, exclusive women’s cycling, fitness activities, Zumba, and badminton across Mumbai, Bengaluru, and Delhi.

    ●    Additionally, interactive challenges are being organized in major stores across India, providing something for all women to step out of their houses, enjoy, and participate in.

    ●    The campaign comes to life through a captivating video by Decathlon, showcasing women defying expectations and embracing their individuality through sports.

    •        This video serves as a call to action, emphasizing that sports are not about conforming, but about celebrating your unique journey and defining your own success.
    •        It aims to ignite a spark in viewers, urging them to break free from stereotypes and experience life on their own terms.

    ●    Additionally, the brand proudly features testimonials from its eminent women teammates across India in the form of a vox-pop video, exemplifying Decathlon’s belief that change begins from within.

    ●    Decathlon also launched an ad audio challenge for everyone to participate in during the women’s day week:

    ●    Through this campaign, Decathlon also invites women to work with them and join their team #HERoesofDecathlon

    Decathlon empowers women in sports with a diverse range of products, including swimwear tailored for all sizes and versatile cardio athleisure wear. Whether it’s running shoes for optimal performance, surfing swimwear for water enthusiasts, or durable hiking gear, Decathlon ensures women have access to high-quality tools, fostering inclusivity and excellence.

    “At Decathlon India, we are committed to nurturing a culture of inclusivity and empowerment, where every individual, regardless of gender, feels valued and supported in their pursuit of an active lifestyle. The ‘Play Your Own Way’ campaign is not just a celebration of women in sports; it is a testament to our unwavering belief in the transformative power of sports to uplift and inspire. Through this campaign, we aim to challenge stereotypes, break down barriers, and create a more inclusive environment where women feel empowered to define their own paths to success,” said Decathlon India country people leader Piyush Khattar.

  • Coca-Cola brings ‘Coca-Cola Foodmarks’ in India, celebrating Raj Kapoor’s legacy

    Coca-Cola brings ‘Coca-Cola Foodmarks’ in India, celebrating Raj Kapoor’s legacy

    Mumbai: Coca-Cola India is thrilled to announce the launch of Coca-Cola Foodmarks in India, under its “A Recipe for Magic” global campaign. Inspired by the culture and created with the real magic of Coca‑Cola, ‘Coca-Cola Foodmarks” celebrates global “food landmarks”. These are destinations and experiences with a recipe of three key ingredients: the perfect moment, the perfect meal and an ice-cold Coca-Cola.

    As its global rollout, the launch event in India was held at Embassy restaurant, an iconic standout in Connaught Place in Delhi which brought the attendees back to the pivotal time of Hindi Cinema. It was graced by renowned Bollywood personalities, Janhvi Kapoor, Karisma Kapoor, who honored the legendary Raj Kapoor. The highlight was the timeless photograph of two icons, Raj Kapoor and bottle of Coke, both in one frame!

    The experience recreated Raj Kapoor’s on-set meal moments, inviting people to enter the golden age of Bollywood, the 1950s, through an immersive film set with tech-forward interactive moments using A.I. From filmy decor to special photo backdrops, stardom posters to a musical stairway, guests were treated to an interactive Coca-Cola experience. A regal entry by the Kapoor stars in vintage cars added to the overall charm of the evening. Local influencers and dignitaries were also present to experience the magic of Coca-Cola Foodmarks.

    The event spotlighted Raj Kapoor’s beloved Dal Makhani paired with ice-cold Coca-Cola, paying homage to his timeless tastes and traditions. This pairing will live on as part of the menu at The Embassy in New Delhi and guests coming to restaurant can try this as an offering.

    “We are thrilled to introduce Coca-Cola Foodmarks in India, a country known for its rich culinary heritage and vibrant food culture,” said Coca-Cola INSWA Sr director – marketing Kaushik Prasad. ” Coca-Cola Foodmarks embodies the essence of Coke that is to spread Real Magic of shared moments, cultural nuances and culinary excellence. We are excited to bring this experience offering patrons an opportunity to savor flavors while creating lasting memories.”

    As part of the campaign, Coca‑Cola will debut immersive, in-person experiences around the world, showcasing unique experiences, each inspired by an iconic cultural moment. From the time Marilyn Monroe was photographed enjoying a hot dog and a Coca-Cola from a New York City food cart to scenes captured in the Hong Kong film The God of Cookery, Coca-Cola will bring to life the diversity—and unity—of their recipes for magic.

  • Shisen Fox unveils its digital campaign ‘Holi Kab Hai?’

    Shisen Fox unveils its digital campaign ‘Holi Kab Hai?’

    Mumbai: Shisen Fox, a new-age premium unisex eyewear brand unveils its latest digital campaign, ‘Holi Kab Hai?’ focusing on the true spirit of Holi by making peoples’ faces colorful and joyous via sunglasses. The campaign is conceptualised by Glad U Came.

    While Holi is a festive occasion, many Holi colors contain harmful chemicals, posing significant risks to the eyes. Through this campaign, Shisen Fox advised consumers to be cautious. The digital ad starts with a montage of a group of friends wearing Shisen Fox sunglasses which is followed by splashes of colours on their faces leading up to the message: play Holi with precaution. From quirky colorful glares to vibrant sunglasses, Shisen Fox offers its customers to dive into the sphere with splash colors and celebrate Holi in style.

    Shisen Fox founder Salim Memon expressed, “At Shisen Fox, we believe in celebrating diversity and self-expression, and what better way to do so than through the prism of colors that Holi brings? It is a time of togetherness and celebration, and we wanted to capture that essence with our ‘Holi Kab Hai?’ campaign. Our collection features quirky glares and sunglasses perfect for the Holi season, allowing customers to express their unique style while embracing the festive spirit.”

    Shisen Fox’s colorful eyewear Holi campaign will be hosting virtual Holi-themed filters, events, and contests on its social media channels, inviting customers to participate and win exciting prizes. The ‘Holi Kab Hai?’ campaign also underscores Shisen Fox’s commitment to providing innovative eyewear solutions that seamlessly blend style, comfort, and functionality.

  • Tetley Green Tea takes a bold stand against nicknames based on ‘body types’

    Tetley Green Tea takes a bold stand against nicknames based on ‘body types’

    Mumbai: Tetley Green Tea Immune, one of the leading green tea brands in India, has released a compelling sequel to their last year’s successful campaign #everyBODYcan. This campaign continues the important conversation of looking beyond ‘surface-level’ fitness initiated earlier and takes on the endearing yet unwarranted nicknames given to people of various body types, based on how they look.  The new campaign ‘I am more than my nickname’ reinforces the thought that ‘you are more than your body type’. It urges people to not be constrained by their nickname, which has been given to them based on their physical appearance, as a name doesn’t define your abilities and how fit you are. Through this film Tetley continues to take another step to help women realize their inner potential keeping internal as well as external fitness in mind.

    We have a habit of giving seemingly ‘adorable’ nicknames to kids based on their physical appearance such as ‘Golu’, ‘Ladoo’ etc. Although they sound endearing and harmless, these stereotypical nicknames can sometimes end up hurting the kid’s self-belief. These nicknames can often serve as reminders telling them that they can’t do certain things if they are of a certain body type, forcing them to grow up and sometimes actually live up to these nicknames. The empowering film from Tetley challenges the biases that crop up because of such nicknames leading to inadvertent body shaming. The film showcases the story of one such woman with a nickname ‘Golu’ who grows up and does all that she sets out to do (against the perceived judgement of others), thus sending out a message that #everyBODYcan. It portrays ‘Golu’ being judged all her life based on her body type and her nickname and how the world around her stereotypes her to be capable or incapable of doing various things throughout her life. Yet we see how she overcomes all the judgments and leaves viewers empowered with the belief that they can do a lot more than what the people around may perceive that they are capable of. The film closes with a rousing battle cry from women of all body types holding a placard of the nicknames given to them, everyone who were told they can’t do something, saying– “My Body Can, Your Body Can, Every Body Can” sending out a message that they are more than their nickname and how they look like.

    Talking about the film, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Tetley green tea is one of the leading players in the green tea segment in India and advocates feeling fit vs. just ‘looking fit’’. In that effort, we constantly innovate to bring differentiated offerings such as Tetley Green Tea Immune with added Vitamin C range. In the second edition of our #everyBODYcan campaign, we highlight the stereotypes that may seep in through ‘adorable sounding’ nicknames that are based on certain body types and are inadvertently given to the kids which would then become labels that they may live up to, affecting their confidence. This campaign yet again urges people to look beyond the body types/ surface level fitness and believe in themselves by focusing on feeling fit from inside out.”

    Lowe Lintas (South) head of creative Arpan Bhattacharyya said, “With the success and appreciation that #everyBODYcan received last year, we felt that it deserved a reprise. To take forward the idea that feeling fit isn’t only about looking fit, we found an interesting insight in the endearing nicknames that people often bestow upon kids. Golu, Teeli, Laddoo – each is a harmless nickname, inspired by a certain body type. Kids are identified by these nicknames. But these nicknames can become identities in themselves as well. A “Golu” loves to eat. But can’t run fast. A “Teeli” is petite. But can’t lift weights. And so on. Regardless of how true these typecasts are or how fit the owner of the nickname is or isn’t.  We wanted to urge women to be more than their nicknames. Because being fit isn’t only about looking fit. We hope this sequel serves as an empowering reminder to all the women that they are more than their body type and whatever be their nickname, they should believe that #everyBODYcan”.

  • Raj Diamonds celebrates Women’s Day with ‘Her Sparkle, Our Tribute” campaign

    Raj Diamonds celebrates Women’s Day with ‘Her Sparkle, Our Tribute” campaign

    Mumbai: Raj Diamonds, a renowned diamond jewellery brand based out of Bangalore, has launched the “Her Sparkle, Our Tribute” campaign, to commemorate Women’s Day 2024. In a series of seven captivating episodes, Raj Diamonds celebrates the multifaceted essence of womanhood.

    Through a combination of personal narratives, heartfelt testimonials, and insightful discussions, “Her Sparkle, Our Tribute” highlights the multifaceted roles women play in both personal and professional spheres. From the cherished memories of gifting diamond jewellery to the profound moments of inspiration drawn from the women in our lives, each episode offers a glimpse into the beauty, strength and resilience of womanhood.

    A special episode also celebrates the women of Raj Diamonds. From the boardroom to the design studio, it highlights the remarkable contributions of women in every aspect of the company. Through their dedication and passion, they embody the spirit of empowerment that defines modern Indian women. Subsequent episodes delve into the diverse roles women embody, including those of mothers, wives, daughters, and professionals, highlighting their strength, grace, and spirit.

    Raj Diamonds MD Eshwar Surana said,” With this campaign, we celebrate the dynamic roles women play in their day-to-day lives. It is extremely heartening to see women juggling multiple hats with grace and determination. Raj Diamonds has always been an advocate for women’s empowerment, recognising the invaluable contributions they make to our society and beyond. We are committed to contributing and working towards a future where gender is no longer an obstruction to success.”

    A unique series of videos, the campaign includes men reflecting on their experiences with the women in their lives. Through candid interviews and heartfelt conversations, viewers gain a deeper understanding of the profound impact women have on shaping our world.

  • Slice launches its first-ever campaign ‘Ras Aisa Ki Bas Na Chalega’

    Slice launches its first-ever campaign ‘Ras Aisa Ki Bas Na Chalega’

    Mumbai: In a bid to enthral consumers with an unparalleled mango experience and temptation, Slice, has unveiled its first-ever campaign featuring its newly appointed brand ambassador and Lady Superstar, Nayanthara. The enchanting summer campaign, ‘Ras Aisa Ki Bas Na Chalega’ aims to solidify Slice’s position as the ultimate companion for fulfilling insatiable mango cravings. Through a spell-binding TVC, it underscores Slice’s irresistible allure, capturing its resemblance to the authentic mango experience in its full uninhibited splendour. With this campaign, the brand seeks to strengthen its connection with consumers in southern India by leveraging Nayanthara’s widespread appeal in the markets.

    The TVC opens with Nayanthara, adorned in elegance, preparing to depart for an event, her gaze fixed upon the mirror. As she makes her decision to step out, a captivating display of mangoes and glistening Slice® bottles captures her attention. With an enticing smile, she grasps a bottle and indulges in it with uninhibited pleasure. Despite the messy juices cascading down her hands, Nayanthara savours the succulent flavour of Slice without hesitation and completely immersed in the mango-like experience. Amidst this, her friends call to remind her of the event, but they too are drawn to the mesmerizing scene, asking for a taste of Slice and ultimately succumbing to the irresistible allure of authentic mango-like indulgence. The TVC revels in the delightful messiness and pure indulgence of enjoying a mango, underscoring how Slice captures the essence of this experience.

    Speaking on the campaign, PepsiCo India associate director, Slice and Tropicana Anuj Goyal said, “As a brand, Slice holds deep reverence within the Indian market, dedicated to delivering the most authentic mango experience. Our newest summer campaign embodies the quintessential Slice ethos of savouring the mango journey without any inhibitions. In line with this, we are thrilled to introduce our first-ever TVC with our new brand ambassador Nayanthara. With a targeted effort to expand our market presence in the South, Nayanthara, India’s ‘Lady Superstar,’ was a perfect embodiment of the brand’s philosophy with her charming persona and massive fan base. Through our campaign, our goal is to emphasize Slice’s irresistible mango allure, drawing parallels to the delightful messiness and sheer indulgence of mango consumption. We are optimistic that our consumers will enjoy the pure-mango bliss, and their experience will be further elevated with the lively screen presence of Nayanthara.”

    Commenting on the film, the actress and Slice’s brand ambassador, Nayanthara said, “I am absolutely thrilled to partner with Slice, a brand that holds a special place in my heart as one of my personal favorites, offering an authentic mango experience on-the-go. Filming this campaign was an absolute pleasure for me, as it captured exactly how I love to indulge in mangoes – fully immersed in the experience. From start to finish, it’s been an incredibly enjoyable journey. I can’t wait for my fans to see the film and indulge in the irresistible mango experience without any inhibitions just like I did.”

    The new Slice TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Slice is available in single and multiple-serve packs across all modern and traditional retail outlets in India, as well as on leading e-commerce platforms.

    *Slice’s position of being the thickest and tastiest mango drink in India has been corroborated through a study by Nielsen IG.