Mumbai: Panasonic Life Solutions India (PLSIND), a leading diversified technology company launched a new line-up of India’s truly smart washing machines this festive season. Powered by Panasonic’s connected living platform – Miraie, the new range of top-load smart washing machines come with unique smart features along with premium design.
To create awareness about the new range of Miraie top load washing machines, Panasonic has launched a holistic digital marketing campaign #India’sTrulySmartWashingMachine, bringing back the iconic Gupta Ji, across all Panasonic India handles on Instagram, Youtube, Facebook, Twitter, and LinkedIn to engage consumers. With the entire world switching to smarter technologies, it’s time washing clothes get smarter too. Panasonic Washing Machines loaded with a host of interesting features like Built-in Heater, Wash Wizard & Stain Genius, powered by Miraie, are making the chore of washing clothes truly smart and effortless.
Conceptualized and executed by Dentsu Creative, the digital campaign is a series of short films where the protagonist Naveen introduces Gupta Ji to a smarter way of washing clothes. A quirky banter between the protagonists highlights the features of the washing machine in a fun and interesting manner. Panasonic’s truly smart washing machines not only remove the toughest of stains with Stain Genius and Wash Wizard feature but also keeps one’s clothes germ-free with its in-built heater technology.
The new models of this range of washing machines come in multiple capacities ranging from 6.5 kg, 7kg to 8 kg starting at Rs 19,690, and are available at all Panasonic brand shops, large format retail outlets across the country, and online platform Amazon.
Commenting on the launch, Panasonic Life Solutions India business head – home appliances Sandeep Sehgal said, “Our exclusive consumer insight study tells us that Indian consumers seek enhanced product experience that can make daily life chores easier and efficient, and 81 per cent are willing to pay a bit extra for connected features. The insight study further tells us that over 50 per cent of consumers aspire to the idea of connected living with comfort, convenience, and safety being the top reasons. Our latest range of Miraie-enabled top-load washing machines offers smart features such as customized wash cycles, scheduled wash programs, and built-in heater technology for a sanitized washing experience. We are aiming for a 30 per cent growth in the washing machine segment in FY 2022-23.”
Talking about the campaign, Panasonic Life Solutions India head- brand & marketing communications Shirish Agarwal said,“Panasonic as a brand is committed towards helping consumers live their best by aiding them with the right choices customised as per their lifestyle. The digital campaign is an extension of this. It depicts the true, slice of life moments of an Indian household, on how we struggle to remove stubborn stains using various home remedies. It goes on to highlight how technology can be the key enabler for a clean and fresh laundry. Panasonic’s latest range of smart washing machines are designed with advanced technologies that offer a value proposition of comfort, convenience and connectivity.”
MUMBAI: It’s no secret that we all age. But, with aging can come muscle loss, which can directly impact mobility, strength, energy and immune health. Starting at age 40, adults can lose up to 8 per cent of their muscle mass per decade, and this rate can double after the age of 70. To help adults stay strong and active, global healthcare company Abbott, announced the launch of Ensure with HMB – a new formulation to support Indians as they age.
To raise awareness of age-related muscle loss and urge people to act early to strengthen their muscles, Abbott has partnered with Rahul Dravid, former Indian cricketer and captain of the Indian national team, for the #MusclesMatter campaign. The campaign, which includes a muscle age test and information, will roll-out across digital media platforms and target community engagement.
”Staying healthy and fit has been an important aspect of my life and I have always advocated for a wellness-first lifestyle. Many don’t understand the changes their body goes through with age or what their body needs when it comes to nutrition and exercise. Being a health-forward individual, I am happy to be part of the new Ensure #MusclesMatter campaign to showcase the benefits of complete, balanced nutrition for both muscle and bone health,” said Dravid.
Four out of 10 Indians suffer from poor muscle health which can adversely affect health in multiple ways. Muscle loss can cause reduced energy levels and mobility, increased risk of falls or fractures, long-tail symptoms of infection and even slower recovery from illness or surgery. Proper nutrition and exercise can help reverse or prevent age-related muscle loss.
The new Ensure is a science-based nutritional supplement formulated with 32 vital nutrients like high-quality protein, calcium and vitamin D to help improve muscle and bone strength. It now contains a special and exclusive ingredient – HMB or β-hydroxy-β-methyl butyrate – that helps counteract muscle loss and restore strength and energy.
”HMB or β-hydroxy-β-methyl butyrate acts as a gateway to help keep muscles in balance by slowing muscle breakdown and building muscle mass. HMB is naturally produced when the body breaks down leucine, an essential amino acid, and can be found in small amounts in foods like avocado, grapefruit, cauliflower etc. However, it is difficult to get enough HMB through food to support declining muscle health, which is why it is often suggested to consume nutrition supplements. Good nutrition and physical activity can help maintain muscle and bone health, which is important to support overall health,” said endocrinologist Dr Shashank Joshi.
Why does muscle matter? Skeletal muscle accounts for about 40 per cent of total body weight and contains at least 50 per cent of all body proteins. Muscles are vital tissues for the functioning of the body and can often tell us how we are going to age, stay active and independent. In addition, to being important for everyday tasks like picking up things, opening a jar or getting up from a chair, healthy muscles are essential for organ function, skin health, immunity, and metabolism. Therefore, maintaining muscle mass with proper nutrition and exercise as we age is essential to prolonging a happier and healthier life.
”Aging is inevitable, but muscle loss and weakness doesn’t have to be. Muscle loss is the aging factor that’s rarely discussed, and few adults realise the impact our muscles have on our health as we age. Abbott has been pioneering research in science-based nutrition and by introducing the new Ensure with HMB, we hope to help Indian adults thrive,” said Abbott Nutrition managing director and general manager Swati Dalal.
Mumbai : Havells India Ltd announced its latest campaign for the Kerala market to promote its kitchen appliance range around Onam.
The campaign features actor Mamta Mohan Das, who offers a fresh perspective on how cooking can be easy and enjoyable with Havells Kitchen appliances such as the Heavy-Duty Mixer Grinder Hexo Series, Silencio mixer grinder, OTG, and induction cooktop.
Havells India’s executive vice president-electrical consumer durables Rajiv Kenue said, “Kitchen is the heart of every Indian household. In India, food and festivities go hand in hand. Every occasion is celebrated with a distinct set of delicacies from each region. Onam is the biggest festival in the state of Kerala, and we are proud to welcome such a talented celebrity, Mamta into the Havells family at this auspicious time.”
He further added, “With our latest digital campaign around Onam, we aim to celebrate the true taste and essence of good food by showcasing how cooking can be effortless and full of fun, with the help of kitchen appliances.”
A series of four digital films are part of the campaign, and they are being promoted across several websites & social media networks like YouTube and Instagram.
The video and display campaigns have already begun and will run through mid-September 2022.
The campaign beautifully demonstrates how Havells’ multi-purpose kitchen appliance range, with its superior product design and dependable quality, improves our daily lives & kitchens.
Havells India executive vice president-marketing Rohit Kapoor said “With Onam around the corner, we are delighted to introduce our latest campaign with Mamta, a talented celebrity, and a trendsetter in the target market. We are confident, with her as the face of the campaign, we will be able to reach a large consumer base in the region and solidify our strategy of going deeper into homes.”
“As a part of this 360-degree campaign, we are also promoting our existing product campaigns on Hexo MG and Lloyd products featuring Mohan Lal. Kerala is one of our key growth markets and we continue to engage further to deepen consumer connect and strengthen our presence in the region,” he added.
Havells is also promoting the campaign through retail visibility, cinema integration, and a display campaign in leading regional media to further strengthen its connection with its target audience across Kerala.
Mumbai: Onam celebrates the homecoming of every Malayali’s superhero, the benevolent king Mahabali. When it comes to good times, Malayalis consider the times of the legendary Mahabali to be the gold standard. Malayalis relive those times of prosperity, equality and abundance by celebrating Ona with fervour. It’s the time when family budgets have extra provisions, homes are refreshed and long pending shopping wish lists are fulfilled. Thus, Onam truly is the beginning of the great Indian shopping season.
The South Swag
Onam was always the biggest shopping season in Kerala. But this year, the South Indian festival is all set to be one of the biggest shopping seasons in the country as well.
South as a region was always seen as smaller or less flamboyant, with a far less appetite than north. Bigger cities, big business houses, big celebrations are all usually attributed to North India. But that position is observed to be shifting now. It was the evolution of the startup economy that began this change, with cities like Hyderabad, Bengaluru and Thiruvananthapuram riding the tech wave.
Now, South India holds lead positions when it comes to new economy parameters like internet penetration, data usage etc. According to Telecom Regulatory Authority of India (Trai), Kerala comes a close second in terms of internet density in the country with 87 subscribers per 100 population.
In recent months this emergence has been amplified by the awakening of another south Indian giant – the movie industry. Back-to-back hits like “Bahubali”, “KGF”, “RRR” and “Vikram” are breaking collection records and are even becoming huge grossers in Hindi speaking states. This emergence of the South is a perfect prelude to the most awaited festival in Kerala, Onam.
An indicator of this trend could be found in the fact that Kerala’s favourite Malayalam news portal Manoramaonline bagged gold at the WAN IFRA South Asian Digital Media Awards for the best news website for the third year in a row. The Onam Campaign from Manoramaonline – ‘Kerala’s Biggest Superstar coming soon’ proudly points out this trend to the fraternity, thereby inviting it to become a part of this big festive season by ensuring that its brand is present on Manoramaonline.
Mumbai: Promo codes—the backbone of partner marketing—are highly powerful marketing tools. When used correctly, they have the potential to attract new customers while also rewarding existing ones for their loyalty. Many brands understand this—according to Coupon WhiteLabel, a company that creates coupon pages for hundreds of companies around the world and drives traffic to them, the number of promo code online-purchases in India in the first half of 2022 increased by more than 40 per cent.
Even so, many brands still don’t know how to properly work with promo codes. Analysing their customer data, Coupon WhiteLabel came up with a list of the most common mistakes brands make when using promo codes—and how to avoid them.
Mistake #1: Treating promo codes as a last minute solution
Promo codes can provide a great last minute boost to sales for brands that want to clear excess stock. But to be truly effective, promo codes need to be integrated into a brand’s entire sales and communication strategy.
Promo codes are a vital part of a healthy sales strategy, mostly because they offer real incentives to the customer right at the end of the decision journey. But when used correctly as part of a comprehensive plan, they can variously deliver new customers, help launch new products, boost sales during a slump, or increase visibility during a peak sales season.
Mistake #2: Assuming that promo codes work fine on their own
It’s clear that promo codes can help increase sales, but they are not miracle workers. Unless your brand is offering truly massive discounts, promo codes are most effective when they can be contextualised within a customer’s life. By connecting your brand (and the promo code’s discount) to a holiday, seasonal event, or trend, you can improve your brand’s emotional connection with the customer.
Brands should be continuously analysing their customers’ reasons for purchase: why do people buy our product? What are there holidays, seasonal events, or trends that tie in well with my product? In a normal year, there are thousands of events that can amplify the power of a promo code. From New Year’s resolutions to spring springing, graduation season, festival season, wedding season, back-to-school season, autumn (pumpkin spice latte anyone? ), and the holidays, brands should create a calendar of events that correspond to their product offering and consider how these times can fit into their overall message.
Mistake #3: Disregarding deal hunters
An estimated 35 per cent of customers use coupons that the brand did not give them directly, instead using promo codes they found by searching on the internet on third-party platforms and websites. This represents a certain loss of control for you—a third of your customers are at risk of finding a better deal elsewhere, being frustrated by expired promo codes, or something else that results in a bad experience.
How can you reconnect those customers with your brand? Coupon WhiteLabel’s data shows that additional coupon sites launched by the service in collaboration with brands help bring most of these customers back under the control of the brand. This allows the brand to better manage the customer experience and focus their attention back on the desired products.
Mistake #4: Prioritising a short-term sales boost over building long-term loyalty
Promo codes are a tried-and-true way to boost sales by taking a bit of a hit to your margins. But if you take the time to foster an emotional, long-term connection with the customer, you can reap the lasting benefits of customer loyalty.
Instead of just looking at promo codes as a way to trade a bit of your profit margins in exchange for a sales boost, you can instead consider promo codes as a way of building rapport with the customer. Offering special promo codes for different groups can help make your customers feel like they’re important to you. Take a look at your customer demographics and consider offering tailor-made promo codes to different groups within your customer base—this can be especially effective when targeting lower-income groups like college students, public servants, or senior citizens. That being said, high-income groups also love a good discount, so don’t leave them out—instead, consider linking the discount to a larger cart size.
In each of these cases, the promo code will be most effective when combined with a clear and well-planned communication campaign aimed at the group(s) you’re targeting.
Why promo codes are right for your Indian business
When used correctly, promo codes are a great way to incentivise conversion. As ecommerce booms in the wake of the pandemic, brands in India and beyond should take a thoughtful look at their online strategy and ask themselves how they can get the most out of their promo codes.
The author of the article is Admitad India country manager Neha Kulwal.
Mumbai: Dentsu India’s media agency iProspect has won the digital mandate for Monster.com. The account was won following a multiagency pitch and will be handled out of the agency’s Gurgaon office.
iProspect India will handle the entire gamut of digital duties for Monster.com, with a focus on performance-based marketing. The agency will utilise its proprietary tools and solutions to help the brand achieve its digital marketing objectives via innovative digital campaigns. The agency will manage the brand throughout India, Southeast Asia, and the Middle East.
Commenting on the win, Monster.com, APAC & ME CMO Saurabh Srivastava said, “Monster is bracing itself for a new growth journey as it evolves into an end-to-end talent management platform in the months to come. A household name for job seekers across countries and a preferred talent discovery platform for recruiters, Monster continues to invest in innovative tech product offerings and services that are continuously improving the experience of its users across the web and mobile app. As we move ahead with our renewed aspiration of catering to the diverse requirements of an evolving job market, we are confident that partnering with the best of minds from the digital marketing space will help us create the much-needed brand resonance and equity with our existing and prospective users across emerging markets.”
iProspect CEO and Dentsu Media chief digital growth officer Vinod Thadani commented, “Monster is a great brand that has been in the market for many years and has established itself as a great engagement platform for users who are looking for jobs and progressing in their careers. At iProspect, we look forward to deploying our innovative and data-driven digital marketing solutions to deliver the right engagement for the brand with its digital audience.”
iProspect India managing partner Nitin Sabharwal added, “We, at iProspect India, believe that the new avatar of Monster that is in the making has the right appeal to the new-age audience. We are looking forward to the new innovations on the platform. The team will work closely with the brand stakeholders to deliver on digital distribution and customer engagement.”
Delhi: Duroflex has launched a new campaign with their national brand ambassador and leading actor Alia Bhatt to scale its signature portfolio Duropedic which is recommended by the doctors at National Health Academy.
The campaign featuring two TVCs aims to educate customers that when it comes to good sleep, one should only believe the benefits of sleep essentials that are backed by research and approved by experts.
The TVC will be aired on all major national television channels and also promoted across digital channels.
Duroflex chief marketing officer Smita Murarka, commented, “Our mission of helping India sleep better, starts with making well researched products and in sharing knowledge about how sleep impacts health and wellbeing. This has resulted in more and more consumers turning to branded mattresses. However, mattress buying can be a complex exercise as the key aspects that define a purchase are not well understood by consumers and the heap of generic or false claims in the market only confuses them further. We do believe that with honest conversations we will be able to educate consumers about making well researched choices which suit their individual needs. With this campaign, our aim is to connect with our consumers that all they need for Asli Neend is Duroflex.”
The first TVC educates the consumers that mattress buying is not a one-size-fits-all activity whereas the second one warns them against getting lured by seemingly attractive deals and making the wrong choice.
The first TVC encapsulates the moment where Alia finds her friend Adarsh Gaurav, from the White Tiger fame sleeping uncomfortably on his mattress. The conversation between the two further reveals that Adarsh bought the mattress thinking that because it’s memory foam, it is good for his back. To this Alia lightheartedly chides him saying “har memory foam orthopedic nahi hota, aur har neend neend nahin hoti”, explaining that specific problems require specialized solutions like Duroflex’s signature doctor recommended orthopedic range of mattresses with advanced 5 zone support layer.
The second TVC is a shorter narrative of 15 seconds where Alia advises the users to not get lured by seemingly attractive offers like free trial period, lest they might end up getting dark circles like her friends. And then goes on to say that a real beauty sleep is only with the trusted Duropedic range, and there is Nothing like Duroflex that matches up.
Duroflex brand ambassador Alia Bhatt said, “Sleep is very close to my heart. It is my superpower, which I’d like to share with my audience. However, few realise the importance of the right mattress for a good night’s sleep. Moreover, confusing technical claims and deals offered by brands lead people into buying mattresses that don’t fit their needs. The new Duroflex TVC will help educate the consumer about this.”
Mumbai: Fantasy cricket app, My11Circle, has launched a campaign featuring the ‘Women in Blue’ titled Lalkaar Ladkiyon Ki dedicated to promoting and building momentum for the Women’s T20 World Cup. Set in the backdrop of prominent women cricketers like Harmanpeet Kaur, Deepti Sharma, and Smriti Mandhana practising & preparing for the tournament, the 45-second video narrates how these women have shown resilience and grit to leave a mark in the field of cricket. My11Circle is also the proud official sponsor of Women’s T20 Challenge 2022 – a tournament to showcase women’s representation in the largest cricket league in the world.
On the sidelines of the digital campaign launch, My11Circle senior vice-president Saroj Panigrahi spoke to Indiantelevision.com about the importance of this sponsorship that goes beyond being just sponsors, towards bringing gender neutrality to the world of sports, especially cricket.
India is the biggest market for fantasy sports globally, with more than 130 million users playing across over 200 platforms. Launched in 2019, the My11Circle platform has created a distinct spot for itself witnessing a 100 per cent growth in user base last year. The brand was also the official title sponsor of Lucknow Super Giants during this season’s IPL. However, it hasn’t been a cake walk for the fantasy sports platform which had to go through its fair share of trials during the pandemic with live sports coming to a halt. Panigrahi also shared inputs on the future of online skill gaming in India and the roadmap ahead for the brand.
Edited excerpts:
On the objective behind sponsoring the Women’s T20 Challenge 2022
Cricket has always been a strategic investment for us. As an organisation, we strongly believe in gender parity. Our title sponsorship of the Women’s T20 Challenge 2022 was not only a great opportunity to demonstrate that belief, but also the perfect stage to associate with the finest batters, bowlers and fielders in the cricket world. We have consistently been striving to encourage women’s participation in games and sports that have traditionally been dominated by men, as we acknowledge the dedication and quality they bring to sports.
This partnership has strengthened our connection with millions of cricket fans throughout India, and will inspire more women to take up the sport. It has also certainly helped us in generating more visibility for the My11Circle brand.
On the recent spurt in growth in the online gaming industry
As per industry reports, the Indian gaming industry is currently pegged at $2.2 billion and expected to be a $7 billion industry by 2027. Live interaction, end-to-end encryption, payment gateways, freemium formats, hyper-personalised experiences, and other features have made the gaming environment safer and more entertaining for players. Mobile phone-based gaming applications continue to dominate the market, accounting for 86 per cent of all gaming experiences.
We are a technology company with a passion for gaming. We specialise in artificial intelligence and behavioural science. From pioneering the first online monetised skill gaming platform in India to becoming the most valued multi-gaming unicorn with over 100 million users, Games24x7 has witnessed tremendous growth in the last few years. Our fantasy platform My11Circle is India’s fastest growing fantasy sports platform, and we witnessed a 100 per cent increase in our user base last year.
On overcoming the impact of the pandemic on the company’s business
Just as the Covid pandemic wreaked havoc on every industry, the fantasy sports business also took a hit. As a platform, we are completely dependent on live sports, which came to an indefinite halt during the lockdown. However, things started to pick up after the restrictions were lifted. Our fantasy platform, My11Circle saw a 100 percent increase in its user base last year, and recorded stellar growth of over 30 per cent during this year’s IPL season.
On the industry trends you see emerging in the near future
Cricket is an important part of India’s cultural fabric and people’s interest in cricket directly translates into their interest in fantasy cricket. By associating with tournaments like the Women’s T20 Challenge, we have seen a huge growth in female user engagement on our app. We aim to maximise women’s participation in competitions that will promote the growth of sports in India by bringing to the fore new skills, talents, perspectives, standards, and idols. This will also impact women’s digital engagement patterns and the way they participate in fantasy sports.
On My11Circle’s association with the Lucknow Super Giants during this IPL
My11Circle is the official title sponsor of Lucknow Super Giants, and the brand enjoys a position of prominence on the team’s jersey. India’s central region did not have an IPL team until 2021, so it was a great opportunity for us to associate with Lucknow Super Giants. Since our fan base is spread across different regions, we have witnessed an amazing response. There has been strong support for the team from users which has been reflected in their engagement on our platform.
Our association with the Lucknow Super Giants has played a key role in the expansion of our user base. While the team was a new entrant to the fray, their performances were nothing short of remarkable. The brand of cricket that LSG played, and their involvement till the final stages of the tournament piqued the fans’ interest, and gave us exceptional visibility, translating into many new users joining our platform.
On the future of fantasy sports and online skill gaming in India
Owing to the increasing internet penetration, we see a lot of opportunities for user expansion in the coming years. If we look at data, mobile gaming is poised to surpass $136 billion in 2022. Technology will help us diversify narratives, create immersive storylines, and build more realistic gaming experiences for our players.
The fantasy sports industry is poised to play a huge role in creating highly skilled jobs, generating revenue, attracting FDI, propagating sporting culture, and contributing to India’s socioeconomic status. As a sport of national value, cricket garners a lot of buzz in the fantasy ecosystem. However, in the coming years, other sports like kabaddi, football and hockey will be gaining traction in the fantasy space. The ever-growing fan base of fantasy sports is further redefining the love for gaming as a mainstream recreational activity.
Mumbai: Tata Starbucks has launched its new 360-degree campaign #ItStartsWithYourName, calling out all new customers to come and experience the warmth, personalization and strong sense of connection the brand offers. The campaign has been crafted specifically for customers across the cities of Bengaluru, Gurgaon, Indore, and Bhopal to begin with.
As a people-first brand, Starbucks sees all its customers as people. It is celebrated for warmly greeting its customers by their name and making each interaction personal.
Created by Edelman India, #ItStartsWithYourName campaign taps into the insight of, if you know a person’s name, more so his/her ‘special’ name or name they were given by friends, relatives, etc., you become closer to them. You break barriers and make them feel at home.
The campaign celebrates this simple gesture, which welcomes each person walking into any Starbucks store across the country and makes the brand more inclusive.
The film starts off with two working women making their way to a Starbucks store, one hesitant and homesick as she misses her mother in a new city. To cheer her up, her colleague shares her nickname with the Barista, which leads to him calling out her order by a name that brings a smile to her face. The film showcases the small, but significant personal touches that spark joy and a sense of belonging – experienced at every Tata Starbucks store.
Tata Starbuckalso announced an exciting array of launches as a part of its strategy to drive growth and acquire new customers. The pilot will see the introduction of the New ‘Picco’ size for beverages, delicious South Indian filter coffee, a range of exciting signature milkshakes, masala chai, cardamom chai and a completely revamped food menu featuring Bite-sized snacks, shareable food and a range of freshly assembled sandwiches. The brand will also be unveiling a range of exciting price points through this launch.
Each of these launches is supported by a short film that connects the new innovations to a sweet personal moment of connection and warmth. These short films will go live in a staggered manner over the next fortnight.
The film introducing the new size ‘Picco’ is a lovable take on how customers can enjoy their favourite coffee at an exciting price.
The ‘filter coffee’ film celebrates the special relationship between a grandmother and grandson as they both enjoy a wonderful cup of South Indian filter coffee, as good as Daadi’s, well almost.
The ‘masala chai’ film is a sweet tribute to families and shared memories over the perfect cup of tea, just the way mom makes it.
Introducing Starbucks Signature milkshakes through the romance shared by a senior couple and demonstrating the revamped food menu through camaraderie between two friends as they share their food and have a great time; all films celebrate the special relationships customers have and the sweet moments in their lives.
Talking about the campaign, Tata Starbucks CEO Sushant Dash said, “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connect with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”
Further talking about the campaign, Edelman Asia, Pacific and India head of brand Ashutosh Munshi said, “Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by TATA Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates TATA Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”
Mumbai: A wholly independent Indian content and experience company and one of the key partners behind the ‘The Unfiltered History Tour’ campaign Pixel Party has created history at the Cannes Lions: The International Festival of Creativity. This is the first time an India based firm has won the highest number of Lions, including a Titanium Lion, three Grand Prix, one Gold Lion, four Silver Lions and three Bronze Lions. This stellar campaign was created by Dentsu Webchutney and Pixel Party, thus creating an unparalleled interactive tour of the British Museum using augmented reality technology.
Being the most awarded campaign at Cannes Lions 2022, ‘the Unfiltered History Tour’ captures the story of the British Museum’s stolen artefacts. For this award-winning campaign, Pixel Party developed the filters for the British museum tour by using the first of its kind technology – LiDAR (light detection ranging), which was employed to create a dynamic auto adapting Instagram filter that blends satellite data with augmented reality, to account for changing lighting conditions in the Museum.
Using Instagram augmented reality filters, visitors can scan the museum’s disputed artefacts and see them being teleported back in time to their countries of origin. It also relays violent moments in history with the help of ten experts from those countries. The visuals were inspired by Akira Kurosawa’s black and white films and were designed to match the emotional stories told by the experts.
Pixel Party founder and director Kalpit Dwivedi said, “This has been one of the most exciting and rewarding journeys for us. The entire process of creating an immersive experience was fascinating and challenging. It forced us to think out of the box and tackle unique situations, and we are very proud of the results. Working with a hardcore creative advertising technologist like Gurbaksh Singh (chief innovation officer of Dentsu Creative) was very thrilling and inspiring. Technology enables more powerful, impactful storytelling. So, we decided to try this using a social platform that can build a rich experience for every user – which is how Instagram’s augmented reality filters became part of this project.”
Pixel Party director Sumit Grover said, “Executing this entire campaign took almost 18 months and the entire journey was exhilarating. It feels truly incredible to be recognized on the biggest international stage. From the entire team that poured their heart into crafting this campaign, this is our commitment to further discourse that will make room for underrepresented voices in the industry. Well, it’s been a long journey and now it’s getting the rewards that it truly deserves”
