Mumbai: It’s Pride month of 2022 and to celebrate this lyrically, Disney Star network has launched a powerful music video #MixItUp. Disney Star recognizes and appreciates the need for creating a more inclusive world.
We live in a world full of colour and all shades together make the rainbow. Man, woman, gay, lesbian, transgender, and a plethora of shades define us. The world and India have been waking up to the need for celebrating diversity and expression, demonstrating respect for every individual, and affirming individual choices and the right to be who they want to be.
To open conversations, the network ignited the idea of pushing boundaries symbolically – and inspiring everyone to consciously make space without prejudice and make the world even more beautiful.
The campaign video #MixItUp features real people with real stories and true love in one space, regardless of gender or sexual orientation. Some were outstanding singers, some were great dancers, and we mixed it all up.
The result was a loving message that encouraged each one to open their hearts to everyone. After all, a world full of love makes room for everyone.
Mumbai: ZEE Entertainment Enterprises Limited (ZEEL) has rolled out a campaign on the occasion of International Yoga Day with a unique initiative – ‘Aap Fit Toh Manoranjan Hit’.
ZEE also launched a microsite, where partners from across the country could register themselves and upload videos practicing Yoga, performing asanas as part of the daily challenge. The company has announced 450 lucky winners, rewarding them with fitness bands and yoga mats. Giving this activity a quirky angle, ZEE Entertainment coined the tagline – ‘Aap Fit Toh Manoranjan Hit’, paying an ode to the unmatchable contribution and support of the Cable and DTH industry.
The first-of-its-kind campaign launched on 15 June 2022, witnessed the company’s distribution partners take up the seven day Yoga Challenge, wherein each day the partners participated to practice a new Yoga pose. Through this initiative, the company aims to emphasize on the importance of health as well as spread awareness about Yoga among the masses.
The fitness challenge garnered massive support from partners and larger community across the country, who shared videos and posts across social media platforms, using the campaign hashtag #YogaWithZEE. Dedicating the week-long campaign towards health and fitness as well as the well-being of over nine hundred partners, the company has been consistently engaging with partner offices and other stakeholders through such on-ground activations and pioneering initiatives.
Speaking on the campaign, ZEEL chief revenue officer- affiliate sales Atul Das said, “We are delighted with the huge response received from partner offices for this first-of-its-kind initiative. At ZEE, we firmly believe in promoting healthy lifestyle habits and work-life balance among employees as well as other stakeholders, which includes our distribution partners from Cable and DTH industry. Through this campaign, we wanted to spread awareness about the benefits of Yoga as well as urge our partners to include yoga as part of their daily lives, just the way they ensure an uninterrupted dose of entertainment to our viewers. As an industry and an ecosystem, it is imperative for us to ensure that each and every member of the stakeholder community gives priority to their health and makes physical fitness regime an integral part of daily routine.”
The ‘Aap Fit Toh Manoranjan Hit’ campaign is a tribute to the entire entertainment distribution ecosystem which has efficiently been able to deliver entertainment to the Indian audiences, even when the country was going through turbulent times. ZEE took this initiative to award this spirit by taking care of its partners’ health.
The winners have been announced on the company’s micro-site and social media pages.
Mumbai: Rasna on Thursday launched a new influencer campaign on Instagram to bring back everyone’s favourite summer cooler Rasna in a new avatar; remixing the old and iconic ‘I Love You Rasna’ jingle into an exciting new song to groove to.
The brand, in association with their digital partner – Django Digital, collaborated with music composer Mayur Jumani to flip the iconic ‘I Love You Rasna’ tagline into a fun and upbeat song with glass harps and other elements. The campaign kickstarted with mom celebrities and influencers dancing to the tunes of ‘I Love You Rasna’ and sharing their Rasna stories on their Instagram handles. Renowned celebrity mom figures like Neha Dhupia and Soha Ali Khan Pataudi can be seen grooving to the song. Apart from celebrity moms, the brand also partnered with influencer moms to reach their desired target audience.
To make the campaign more engaging, people were asked to record a video of them dancing to the song using #YehRasnaKaVibeHai. The contest received a whopping response with entries coming in from all parts of India and making the contest an instant hit. The best dance video stands a chance to win free Rasna hampers for the entire year!
Rasna has always been a household name, especially during summers when the brand gives its customers a little bit of relief from the scorching heat. The brand has an emotional connection with its customers and to keep that relationship alive, they decided to adopt the new age medium where their customers are present. This is when the need to remix the much-loved and iconic ‘I Love You Rasna’ tagline came into being.
Speaking of this campaign, Django Digital co-founder Shivang Shah said, “It has been a pleasure to work with a legacy brand like Rasna. Times have changed since we first heard the iconic ‘I Love You Rasna’ tagline and saw the evergreen advertisement on our televisions. To bring out the same emotions by adopting the new-age marketing strategy was a challenge we were willing to take on. We realised that this campaign was a success when moms in our neighbourhood were found grooving to this audio tune and sipping on Rasna with their children. The campaign has already garnered a reach of over 1m+ views and has created an engaged mom influencer community on Instagram. This just goes on to prove that Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”
Mumbai: The Indian contingent continued its dominant run on day three of Cannes Lions, doubling its tally of 10 metals across 6 categories in one of its best performances at the event.
The latest 10-metal tally includes one Grand Prix, two Gold Lions, five Silver Lions, and two Bronze Lions across Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Innovation, Mobile, and Creative Effectiveness Lions.
Meanwhile, Dentsu Creative created history by winning its second Grand Prix this year in the Brand Experience and Activations category for Vice Media’s ‘The Unfiltered History Tour’ campaign.
Additionally, India scored 50 more shortlists, taking its total shortlists tally to a stunning 107.
Here’s the breakdown of the day three’s wins under various categories:
Brand Experience & Activation
The leading campaign of the year from India, ‘The Unfiltered Selfie’ won a Grand Prix (use of mobile devices) and one Silver Lion (new realities & voice activation). The campaign created by Dentsu Creative for Vice Media now has two Grand Prix, one Gold, two Silver, and two Bronze Lions in its kitty and around 24 shortlists thus far.
Dentsu Creative group chief creative officer India Ajay Gahlaut exulted at the agency’s performance, “Today, we have made history with another tremendous victory. A Grand Prix and Silver!! Kudos to the entire team for the massive win. I am enthralled with the mark ‘The Unfiltered History Tour’ campaign and everyone behind it has left. My heartiest congratulations to all of them. It’s time to celebrate while we wait to increase the number of our wins.”
Dentsu Creative CEO India Amit Wadhwa said, “It is our third day at Cannes and we are on top of the world to win yet another Grand Prix and Silver Lion. It is indeed blissful to take back two Grand Prix in addition to the many metals. It has been a mind-blowing experience so far. While we party harder for this one, I am in awe of the level of global creativity and innovation displayed at the festival. We are totally looking forward to witnessing more innovation ahead and expecting many more wins, fingers crossed!”
‘The Nominate Me Selfie’ campaign created by FCB for Political Shakti – a non-partisan women’s collective passionate about female leaders in politics, that appeared in The Times of India won a Silver in the category under Use of Mobile & Devices Section.
The second Silver in the category was won by the ‘Shah Rukh Khan – My Ad’ campaign created by Ogilvy for Cadbury Celebrations under Tech-led Brand Experience subcategory.
Creative Business Transformation
The ‘Smart Fill’ initiative of Unilever, conceptualised by VMLY&R Commerce won a Silver Lion under the Brand Purpose & Impact subcategory.
Creative Commerce Winners
‘Smart Fill’ also won a Gold Metal in Creative Commerce Lions under the Sustainable Commerce subcategory.
Reacting to the wins, VMLY&R Commerce executive creative director Arpan Jain said, “There are ideas and there are awards, but there are only a few pieces of work that have a purpose at the heart of consumer experience and actually have the power to change the world. I’m happy to see Smart Fill being recognized as one such piece of amazing work.”
A Gold came for McCann for its ‘Shagun Ka Lifafa’ campaign created for Ujjivan Small Finance Bank under the subcategory of Social Behaviour and Cultural Insight.
Innovation
VMLY&R Mumbai’s winning campaign ‘The Killer Pack’ secured a Silver Lion in Innovation (product innovation) category.
Mobile
The only win in the category came for Vice Media’s ‘The Unfiltered History Tour’ created by Dentsu Creative, scoring a Silver Lion under the Mobile-led Creativity subcategory.
Creative Effectiveness
‘Project Free Period’ an initiative by P&G’s Stayfree sanitary pads, conceptualised and executed by DDB Mudra picked a Bronze Lion under the Creative Effectiveness for Good subcategory.
Shortlists
13 shortlists were garnered by ‘Chatpat’, a ten-year-old brand ambassador for SOS Children’s Villages of India NGO and its campaign ‘No Child Alone’. The campaign got three shortlists in Direct (not-for-profit/charity/government, use of social platforms, breakthrough on a budget), three in Media (not-for-profit/charity/government, use of stunts, use of social platforms), three in PR (content creation & production, innovative use of influencers, breakthrough on a budget), and four in Social & Influencer (not-for-profit/charity/government, innovative use of influencers, social film series, breakthrough on a budget).
‘Unbox Me’ campaign for Unaids by FCB India and FCB Chicago got six shortlists, including three in PR (innovative use of influencers, cultural insight, social engagement) and three in Social & Influencers (not-for-profit/charity/government, social purpose, cultural insight).
The Cadbury Celebrations’ ‘Shah Rukh Khan – My Ad’ campaign created by Ogilvy, Political Shakti + The Times of India’s ‘The Nominate Me Selfie’ by FCB, and Vice Media’s ‘The Unfiltered History’ also scored six shortlists each.
Further, the ‘Adeli’ campaign created by VMLY&R for Unipads got three shortlists. The campaign got shortlisted in PR Lions (corporate purpose & social responsibility, use of events & stunts, social behaviour).
BBDO India’s ‘See Equal #ShareTheLoad (Integrated)’ campaign for P&G’s Ariel also got three shortlists – one in Media (corporate purpose & social responsibility) and two in PR (single market campaign, consumer goods).
The agency got another shortlist in Media Lions (use of ambient media: small scale) for the same brand’s ‘Name Change Pack #ShareTheLoad’ campaign.” These special packs were customised with some of the most common Indian male names instead of the brand name.
Ogilvy got two shortlists for the ‘Perk Disclaimers’ campaign that asked people who tend to take offence quickly, to ‘take it light’. The shortlists came in Media Lions (food & drink, use of social platforms).
Another shortlist for Ogivy came for Cadbury 5 Stars ‘NothingCoin’ in PR Lions (use of technology).
McCann’s ‘Shagun Ka Lifafa’ campaign created for Ujjivan Small Finance Bank got another shortlist in Direct Lions (social behaviour).
Mindshare’s ‘Bringing Back Colours In the Lives of Weavers’ created for Sunlight Detergent secured one shortlist in Media (local brands) Lions.
Mumbai: The leading wellness brand Nyumi has rolled out its first-ever brand campaign, #BiteMe featuring bollywood actress Kriti Sanon. The campaign is executed by creative agency 82.5 Communications.
With this campaign, Nyumi encourages women to not get used to their everyday problems, but to take them on, with a delicious comeback! It brings to the forefront the spirit of the unstoppable, energetic, and independent women who are ready to take on life with a bold attitude. The new campaign will go live across digital, social & retail platforms.
Today’s women have too much to balance in their busy life. This leads to issues like lack of sleep, stress, UTI, hair fall, and dull skin that takes a toll on their overall wellbeing. In the new campaign, Kriti Sanon says #BiteMe to all these problems and hello to delicious nutrition every day.
Speaking about the campaign, Nyumi CEO & founder Ananya Agarwal said, “We launched Nyumi to make wellness approachable and accessible to women. Since our launch in 2021, we have seen significant growth for the brand and as we hit our one-year milestone this month, I am excited to bring to our audience our first-ever brand campaign. The Nyumi woman is quintessentially someone who believes in facing her issues head-on, and with #BiteMe, we are aiming to create a new way of looking at one’s problems and taking a stand against whatever life throws at us!”
Talking about launching the campaign with Kriti, she said, “We are very excited to partner with Kriti for this campaign. She is a natural fit, as she is someone who embodies all the qualities that the Nyumi woman represents. She is vivacious, self-assured, independent, and caring. And to add to that, Kriti has also been a Nyumi customer long before she partnered with us. We have really enjoyed collaborating with her on this campaign and I hope the audience also enjoys watching the films as much as we have enjoyed making them.”
Speaking about the campaign, Kriti Sanon said, “I am very excited to be working with Nyumi! It’s coincidently a brand that I have been using for some time now, and I really like their products! So it’s nice to be endorsing something that you actually like consuming and believe in!”
Talking about their association with Nyumi, 82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said, “We are delighted to be a part of the journey that Nyumi has embarked on, to inspire Indian women to prioritise their health and well-being. Our campaign urges every woman to confidently say, “#BiteMe” to little-big health issues that hold them back every day. A confidence that comes with the Nyumi daily nutrition gummies and their perfect blend of Indian and western ingredients.”
Mumbai: The leading Odia entertainment channel, ZEE Sarthak, has unveiled a new campaign that pays ode to the women of Odisha. The new brand identity of the channel aims to celebrate the uniqueness of Odias and celebrate ZEEL’s long-standing association with its audiences.
As part of the campaign, ZEE Sarthak has further announced a signature step challenge on the channel anthem. The high-octane campaign has been launched on the ZEE Sarthak channel and will be promoted through a 360-degree approach across mediums – OOH, print as well as its social media channels including YouTube, Instagram and Facebook.
Inspired by the cultural ethos of the region, the all-new campaign is built with popular characters from the channel who reflect the very being of the Odia woman and salute her magnificent grace and resolute inner strength. Music directed by Indradip Dasgupta and the first-ever Odia song is sung by the prominent playback singer Aakriti Kakar. The channel aims to further strengthen its connection with the audience through a distinct range of shows, relatable storytelling and refreshed brand identity which offers an enhanced viewer experience.
Over the years, Zee Sarthak has cemented its dominance with its popular and leading shows in the market – Jhili, Bijayanai, Sunajhia along with engaging non-fiction IP formats like Didi No.1, SRGMP and many more. As the leading channel in Odisha, ZEE Sarthak strongly follows a consumer-centric approach to creating and curating a strong mix of fiction and non-fiction shows that have been consistently gaining widespread popularity among viewers. The all-new campaign celebrates the Odia women’s spirit and resilience, which is reflected in the channel’s content philosophy.
Talking about the channel’s new campaign, ZEE Sarthak chief channel officer Pratik Seal said, “We aspire to keep Odisha’s preferred choice of entertainment with our viewer-first approach. The success garnered by our recent shows such as Jhili and Didi No.1, has played a critical role in reinforcing our promise of offering extraordinary entertainment. Going ahead, we have interesting properties lined up for our audiences, which include the new seasons of the much-loved and widely popular Sa Re Ga Ma Pa, Dance Odisha Dance and more new stories. We will also continue to broadcast the much-anticipated Jagannath Puri Rath Yatra. Taking the channel’s entertainment quotient a notch higher, the brand-new identity is another major leap that will enhance our viewing experience and further strengthen our connect with the audiences.”
Commenting on the announcement, ZEEL East chief cluster officer Samrat Ghosh, “At ZEE, we have always kept the viewers at the nucleus, while leveraging aspects such as design thinking to formulate an intriguing yet entertaining mix of shows as part of our content slate. ZEE Sarthak is the number one Odia GEC channel & one of the most successful regional GEC channels in India. Our brand and content have always highlighted progressive & culturally-rooted thoughts complimenting deeply ingrained values of middle-class Odias. The spirit of this culturally rooted progressive thought has been always displayed through our extraordinary stories and empowered women characters that mirror the culture and simplicity of Odia women (the ‘Lakshmi’ of Odia households), is a key factor behind this popularity. In line with the channel’s content philosophy of ensuring consumer centricity and offering ‘Truly Odia’ (Khanti Odia) content to the audience in the region, Zee Sarthak is proud to announce its new campaign which captures the true spirit & voice of middle-class Odia women. In addition to this, Zee Sarthak over the years has launched several initiatives with an aim to empower the women of Odisha. The song that we are launching today and the ‘Nalli Bindu’ initiative is a step in the same direction.”
“ZEE Sarthak had recently announced the launch of ‘Nalli Bindu’ campaign in association with Raja Prabo festival to spread awareness about women’s right to menstrual hygiene. Leveraging its reach and popularity, the channel launched a hard-hitting film centered around girl child’s education. The one-of-its-kind film ended with a call to action, urging audiences to donate to the ‘Naali Bindu’ website to support a girl child’s education. Therefore, moving ahead in the journey, we want to cherish the relationship we have with our viewers and partners, and together march towards an extraordinary journey that reflects the true sentiment of Nuwa Kahani Nuwa Rangare, Atoot Samparka Ama Sangare,” added Ghosh.
Talking about the new brand identity, ZEEL chief marketing officer content SBU Kartik Mahadev said, “At ZEE, our content and brand design is centered around the consumer. Our understanding of ‘Odiatwa’ (truly Odia being) has played a crucial role in maintaining a leadership position in the market. The new identity of ZEE Sarthak is both rooted and contemporary, taking inspiration from culturally significant symbols and regional art expressions such as the revered ‘Nilachakra’ and the local patterns of ‘Sambalpuri’ saree weave and signature ‘filigree’ jewellery. We believe this revamped brand identity will strengthen our emotional connect with the Odia viewer. The circular holder for the channel name symbolises how the inner circle (family and community) is integral to being Odia. Zee Sarthak’s new identity reflects the cultural ethos of the region as well as emphasises on our vision and commitment to be the most preferred choice of entertainment in the market through relatable and insightful storytelling.”
Mumbai: Madison BMB on Tuesday created a mental health awareness campaign True School of Music (TSM) that speaks to musicians in a language that only they can understand. The poster and social media campaign uses music notations to communicate with musicians and urges them to seek help from a mental health counsellor if they are facing mental health issues. TSM is endeavouring to not just train musicians but look after their mental wellbeing as well by joining hands with mental health wellness partners like The Mood Space.
This integrated campaign is a combination of posters which were put up at leading sound studios, social media posts and live Instagram sessions with celebrated musicians like Karsh Kale.
The culmination of this campaign is Don’t Give Up – a music video conceptualised by TSM’s founder Ashutosh Phatak and created by the alumni and current batch of TSM students. The music video will be launched on World Music Day to celebrate each musician and to empower them to overcome their daily struggles.
Madison BMB senior creative director Rohan Joseph said, “Music is something that is very close to our hearts. The fact that more than 50 per cent musicians are battling depression needed immediate attention. We hope that our campaign which is exclusively made for this gifted species doesn’t just resonate with them but also helps them be in a happy space and create even better music.”
Madison BMB CEO and chief creative officer Raj Nair said, “We have always believed in the power of creativity, and the potential it has in bringing about meaningful change. For this campaign, we used music itself as a language, quite literally, for its ability to have a universal impact and drive home the message of support we wanted to give to the creators of music. We are confident that it will strike the right chord with musicians especially and many will genuinely benefit from their association with True School Of Music and The Mood Space.”
True School of Music co-founder Ashutosh Phatak said, “Music is such an integral part of our lives. It has the ability to inspire, motivate and heal. But the creative process has tremendous challenges. Musicians bare their souls and, in that expression, there is often anxiety and insecurity. This is a real issue that people go through and at TSM we would like to raise awareness about these issues while offering help and solutions at the same time. Whether you’re someone who is just thinking about having a career in music, or someone who is studying to be a musician or someone who is just starting their career or someone who’s had a very successful life making music, this process is riddled with ups and downs. I think it’s important for us to recognize this and help and support anyone who is in this inspiring and creative musical journey.”
“Music is a huge part of all our lives. Whether it is on the way back from work, during a road trip or just when we’re feeling low, music has been there for us. I think it’s time we extend the same support to the musicians who face the extreme demands of a creative career path, struggle to sustain inspiration, joy and prioritize their mental health. As mental health partners of The True School of Music, we at The Mood Space, aim to provide musicians with a space to create and space to heal. This World Music Day, we urge musicians to reach out for support when needed and take time out to focus on yourself if things get too much. After all, it’s about looking after each other and ourselves,” added The Mood Space co-founder and counselling psychologist Rhea Sawhney.
Mumbai: Springfit has onboarded Bollywood actress Kareena Kapoor Khan as its brand ambassador. With a series of campaigns, the association aims to promote and make people aware of the importance of choosing the right mattress to ensure a peaceful sleep.
She will be seen spearheading the multi-media campaigns spanning digital, and over-the-top platforms for the brand & raising awareness through direct consumer outreach.
Speaking of this development, Springfit executive director Nitin Gupta said, “We are absolutely happy and excited to have Kareena Kapoor Khan on board as our brand ambassador for Springfit. We, as a brand firmly believe that the power of better sleep can rejuvenate you, uplift your mood, and act as a tonic for your overall wellbeing. We were exactly looking for a face who could identify with our motto and help us spread the right message among the masses of prioritizing sleep for your own good health. Khan is not only a youth icon but also a fitness enthusiast who believes that it is important to adopt a correct sleep pattern for a healthy state of mind”
Commenting on the association, Kareena Kapoor Khan said, “Ensuring a good night’s sleep is important for our physical and mental wellbeing and there is a comforting feeling when you sink into a luxuriously designed mattress, which is designed just as per the need of our body requirement. A night of good sleep is an important part of my fitness routine and this is why I am thrilled to associate with Springfit Mattress, a brand that has been innovating sleep solutions through its range of mattresses, for over a decade. My power naps and peaceful night’s sleep have a new meaning now, all thanks to Springfit.”
Mumbai: Times Network’s english news channel Mirror Now has launched public awareness initiative ‘Urban Lives Matter’ that aims to highlight the pressing and often ignored issues of urban Indians.
The robust campaign has kick-started with a series of print ads published in leading publications. The first leg of the campaign focuses on traffic congestion that is affecting every urban Indian. As per National Bureau of Economic Research data, traffic congestion in the top metros in India is considered among the worst in the world, impacting the quality of lives of millions.
The Mirror Now campaign contrasts this fact with the data that people residing in the top metros contribute more than Rs 10 lakh crore in direct taxes making over 70 per cent of direct tax collections. They also contribute to nearly 60 per cent of the country’s gross domestic product (GDP).
The campaign highlights the problems that are ignored, which is forcing people to adjust to an inferior quality of life.
“Mirror Now has launched a campaign, ‘Urban Lives Matter’, representing the voice and issues of every thinking urban India, the channel aims to empower every hard-working urban Indian a better life they deserve,” said the statement.
Mumbai: OYO has launched its latest summer campaign, ‘Don’t let their summer break, break you!’. The campaign will go live across multiple channels including press ads, OOH, radio, digital films, and OYO’s social media channels.
Similar to OYO’s recent ‘Assi Reach Gaye’ campaign, this campaign takes cues from consumer insights, highlighting children’s typical summer behavior with the only way out — heading for a summer vacation
The campaign is carried out based on OYO’s internal consumer study. As per OYO’s study, 82 percent of parents said they have a difficult time juggling work and keeping children occupied during summer breaks. Further, the study highlights that over 65 per cent of Indians shared intent to plan vacations with their kids this summer, after two consecutive years of lockdowns during summer breaks. In such a situation, taking a summer vacation is a win-win for both – parents and the kids.
This consumer insight also became the genesis for OYO’s latest summer campaign – Don’t let their summer break, ‘break you’ which highlights every parents’ dilemma — prioritising work while keeping kids entertained. The campaign brings to life children’s yearning for a summer break through quirky animated characters. The campaign is set to go live across multiple channels such as print ads, outdoor hoardings, radio channels, digital ads, CRM and OYO owned social media channels. Over the month, the campaign will go live across various cities such as Delhi NCR, Mumbai, Bangalore, Chennai, Kolkata, Ahmedabad and Hyderabad.
OYO SVP & head of global brand Mayur Hola said, “Kids have been stuck at home for the majority of the past two years. Summer vacations are all about playtime for kids. Not so much for parents though. They’re on edge, juggling between zoom calls and impatient children who are dying to head out. That’s why our latest campaign shares a friendly reminder with parents; take a trip as much for yourselves, as for the kids. From Assi Reach Gaye to now, our effort has been to widen the pool of people who consider an OYO, when looking to take a break right next door or in a land far far away. And it’s leading to some super cute output.”
