ITV

Tag: Campaign

  • OLX Autos, Rohit Shetty team up to launch its ‘Shetty Ke Car-Naame’ campaign

    OLX Autos, Rohit Shetty team up to launch its ‘Shetty Ke Car-Naame’ campaign

    Mumbai: Pre-owned automobile segment OLX Autos, along with Bollywood director Rohit Shetty and Actor Sharman Joshi have released their second ad film titled ‘Boombastic Car’ under the ‘Shetty ke Car-Naame’ campaign.

    The second ad film in the series of four films, focuses around the value proposition of OLX Autos, offering the best-price for pre-owned cars and conveys the delightful experience consumers can expect when selling their cars to OLX Autos. The campaign films are a humorous take on the common tropes found across Rohit Shetty’s movies, where cars are often shown in a glamorized fashion performing gravity-defying stunts and often forming the centerpiece of the movies.

    The new ad film titled – ‘Boombastic Car’ plays on the trope of Rohit using exploding cars in his movies. Rohit proposes the sale of the stunt car to Sharman Joshi, who portrays the role of an OLX Autos employee, who then delights him by offering the best price for the same.

    The campaign conceptualized by Lowe Lintas Delhi once again resonates and showcases OLX Autos’ commitment to offering the best price on any car that a consumer may be keen to sell.

    With a low per capita car ownership rate in India, pre-owned cars outpace new cars in terms of cars sold and are often the first set of wheels for many consumers. The supply for pre-owned cars stems from existing car owners. However, given the largely fragmented nature of the pre-owned car market consumers often face difficulties in realizing the right price while selling their cars. The campaign seeks to highlight key offerings by OLX Autos, which aim at removing this information and access asymmetry with transparent evaluation process with no hidden charges, free inspection, seamless RC transfer and more.

    The next two ad films in the campaign are scheduled to launch within the next few months.

  • Colgate partners with India’s first female blade runner Kiran Kanojia

    Colgate partners with India’s first female blade runner Kiran Kanojia

    Mumbai: Colgate-Palmolive India, the market leader in oral care on Tuesday released an inspiring true story of Kiran Kanojia, under its ‘Smile Karo Aur Shuru ho Jao’ campaign as part of its ongoing effort to promote optimism over self-doubt.

    Colgate India has been bringing its ‘Smile Karo Aur Shuru Ho Jao’ (Smile and Get Going) philosophy to life for more than three years now, sharing inspiring real stories from across the country. The initiative aims to encourage us to embrace optimism in the face of adversities and choose to smile as the secret weapon to dissolve all negativity and go forth and create the life of our dreams.

    Continuing to deliver on the above message, Colgate has launched their latest campaign celebrating Kiran Kanojia’s inspirational story. The ad begins from the point in life when Kiran, at the age of 25, was pushed off a train by robbers trying to steal her bag, and her left leg was crushed. Doctors had to amputate her leg to save her life. But she decided to fight the odds and not give up. With her unwavering persistence and willpower, she not only begins to walk but accomplishes her first ever marathon as a blade runner. Today she is known for not just her courage but also an evangelist spreading hope and confidence amongst others. The Colgate ad aims to bring back a spark in the viewers to battle their own odds and not give up till they reach their desired point in life.

    Colgate vice president – marketing Arvind Chintamani said, “Colgate believes that optimism has the power to move mountains and Kiran is a shining example of our philosophy. We are huge fans of Kiran’s indomitable spirit that made her India’s first female blade runner to complete a marathon and we promise to continue to support and inspire everyone, everyday to be more positive and optimistic and remember to Smile & Get Going!”

    The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India. The ad will be run in 12 languages which are Hindi, Assamese, Bengali, Bhojpuri, Gujarati, Kannada, Malayalam, Marathi, Oriya, Punjabi, Tamil and Telugu.

    Speaking about the idea behind the campaign ad film, RedFuse executive creative director Delna Sethna, said, “Under that diminutive, soft spoken exterior Kiran is a powerhouse, full of heart and courage. Her story will, I believe, inspire people. Not to take up marathoning, but to take the path less trodden. One that’s tougher. One that pushes you. One that knows no matter what, there is a light at the end of that long, dark tunnel.”

    On this journey, Colgate India has highlighted stories of some remarkable people who, with their courage and positivity, overcame huge obstacles in their respective lives and became torchbearers of hope for millions. These names included India’s first visually-impaired solo paraglider Divyanshu Ganatra; the youngest batsman in the world to score a double century in List-A cricket Yashaswi Jaiswal; the adoptive mother of over 1,400 orphaned children Late Sindhutai Sapkal and the world’s first female amputee to climb Mount Everest Arunima Sinha.

  • Titan Raga ropes in Alia Bhatt as brand ambassador

    Titan Raga ropes in Alia Bhatt as brand ambassador

    Mumbai: Titan Raga has signed Alia Bhatt as its new ambassador. The onboarding of the vibrant actress also marks the launch of the brand’s new TVC campaign ‘Boldly Beautiful’. Conceptualized by Ogilvy, the new TVC campaign is an ode to young Indian women who aspire to break the societal barriers of inhibitions around self-expression and desires.

    Raga by Titan, known for its contemporary conversations around gender, celebrates women who embrace their authentic bold self-expression in the new film. With Alia in her naturally vibrant and feisty spirit, the film normalizes spontaneity in typical familial conversations. 

    The newly-wedded actor is seen as a bride-to-be who is expressing herself uninhibitedly in tune with her raga amidst a typical wedding set-up. Through a light-hearted concept ‘Boldly Beautiful’ encourages consumers to be themselves unapologetically, and establishes Raga as the perfect accessory for these bold and beautiful expressions. 

    Speaking of this new campaign, Titan marketing head Sirish Chandrashekar said, “We are delighted to have Alia Bhatt on board as Titan Raga’s brand ambassador. Titan Raga symbolises expressiveness. Be it through product design or advertising, the brand always expresses a definitive point of view that resonates with the contemporary young woman. Alia, being bold and expressive herself, is an ideal choice to amplify the brand’s narrative”

    On associating with Titan Raga, Alia Bhatt said, “I am thrilled about associating with Titan Raga and look forward to working with this iconic brand. Titan Raga has always expressed a woman’s point of view interestingly. The new campaign seeds a deeper connection through designs that are beautifully expressive and contemporary. I hope to inspire authentic and bold stories of young Indian women with Titan Raga.”

    Talking about the TVC, Ogilvy South chief creative officer Puneet Kapoor said, “It is true that you don’t just match brands to your body, but your personality and to your soul. There’s always something about a great brand that goes beyond the beautiful design and functionality and connects deeper within. Titan Raga’s tone and manner has been one such stellar voice that’s always been beautifully bold, unabashed and authentic in expression. This story is an attempt to capture that spirit with our ever-changing, ever-evolving social scenario.” 

  • Guest Column: Hospitality brands repositioning themselves in the market post-pandemic

    Guest Column: Hospitality brands repositioning themselves in the market post-pandemic

    Mumbai: The pandemic has affected a substantial amount of businesses globally and has severely impacted the travel and the hospitality sector. The Indian hotel industry has suffered losses of Rs 620 crore. The hotel chain and standalone hotel segments are expected to lose more than Rs 130-155 crore, while the alternate accommodation category is expected to lose more than Rs 420-470 crore. This has changed the way hospitality brands used to engage and position themselves in the market.

    During the pandemic as the restrictions were imposed, the restaurants and F&B services of the hospitality brands managed to survive through home delivery of food, which was possible through service partners like Zomato, Swiggy, Uber eats, etc. The experience of fine dining, the ambience, ordering through a menu card, and the special hospitality services that customers used to gain were completely lost. Now that the pandemic restrictions have been lifted, they will expect more from these hospitality brands, as people no longer circumspect about the food they eat but it is about the services that they experience. This emerges the need for brands to invest in strong marketing and consumer engagement plans which will help them to stand out from their competitors.

    With the help of an effective PR strategy, these hospitality brands can once again gain visibility among their stakeholders and consumers, using announcement campaigns or a simple consumer engagement campaign. This can help in announcing their return to business with newer offerings and covid appropriate services, etc. thereby engaging with and reassuring their customers.

    Here are some of the benefits that the hospitality brands can obtain with a strong PR campaign to win back visibility and business opportunities:

    Brand positioning

    With a strong marketing and consumer engagement plan, the hospitality brand will be able to create a top of mind recall among the customers. With the change in the market scenario, most businesses have to innovate and create covid appropriate solutions and services, while also focusing on their existing products. A well-planned PR campaign can help hospitality brands to be relevant and effective in the new market.

    Long term customer loyalty

    An effective PR campaign can help in building the lost touch and renew customer relationships that were present before the pandemic. Through effective media engagement, brands can build transparency, trust, and credibility for the brand and in turn create visibility and rebuild a set of loyal customers.

    Helps build a narrative for the business

    A PR specialist can help in forming a strong narrative for the company, be it talking about the sanitized and safe environment, special menus, newer innovations in services and focused customer service. This helps in building an appropriate solution based on the scenario. With a better understanding of the problem, a PR specialist can accurately offer solutions by using the right phrases to help build the image of the brand.

    Ease of doing business

    PR campaigns that are developed around spokesperson profiling through interviews, industry story participation, opinion pieces and authored content, etc. can help in the building thought leadership and help in targeting the relevant customers. This in return gives the brand better support in the market among the stakeholders, resulting in ease of doing business.

    More engaging campaigns

    With the help of a PR specialist, hospitality brands can connect with their target customers with more engaging programs, which in return will increase brand engagement. These programs can be centered through experiences, which is possible by optimizing the product offering, complementary events, gigs/ live music, special celebrity appearances, etc. which is a great way to promote the brand, engage with the target audience and ultimately boost sales.

    With the help of an effective PR campaign, hospitality brands can reposition themselves with a strong PR narrative which can help them garner visibility and build the right image of themselves post-pandemic. Partnering with a good PR agency will help you combat these difficulties and provide solutions that will give you a strong head start to successful growth in the hospitality sector.

    The author is Anindita Gupta, Co-Founder, Scenic Communication

  • Zing revamps brand strategy and channel packaging to appeal to Gen Z

    Zing revamps brand strategy and channel packaging to appeal to Gen Z

    Mumbai: Youth entertainment channel Zing has unveiled a new logo, channel packaging, brand ambassador and campaign. The channel has roped in Siddhant Chaturvedi to drive its campaign messaging aimed towards Gen Z audiences.

    “Zing’s brand purpose stems from Gen Z’s feeling of perpetually not being understood, commonly expressed by them as ‘aap nahi samjhoge’,” said the statement.

    Zing’s revamped programming includes music slots that showcase Punjabi, Indie-Pop, foot-tapping party songs as well as evergreen hits. It will also bring popular Korean Dramas in Hindi for its young viewers. The channel is set to launch the 13th season of their popular show Pyaar Tune Kya Kiya that has completed 12 seasons in eight years. Also, returning will be the new season of Zing’s gamified chat show Game On which features popular cricketers. The first season featured elite cricketers like Yuvraj Singh, Harmanpreet Kaur, and Shikhar Dhawan amongst others. Zing is planning to launch an exciting line-up of digital-first content.

    “Zing is India’s foremost youth entertainment channel and we pride ourselves on having our finger on the viewer’s pulse,” said Zing, &TV and Big Magic chief cluster officer Vishnu Shankar. “Our extensive interactions with youth across metros and tier 1 and tier 2 cities revealed a common grouse – ‘Koi nahin samajhta hummein’; we are expected to understand without being understood. This feeling led us to our brand purpose and the latest campaign wherein we highlighted some of the key moments where they feel ignored or misunderstood. At Zing, we wish to create a mahaul where the youth feel this is truly my space, my vibe, my tribe.”

    “In India, Gen Z comprises the largest population segment and with our new identity we want to reinforce that we are an extension of their tribe,” said chief channel officer – music cluster Arghya Roy Chowdhary. “We are a channel that mirrors their life and lets them be themselves. With our new positioning in place, all we needed was the right brand ambassador, and given his personality, swag, and ability to connect with the youth, there is no one better than Siddhant Chaturvedi. He is the perfect brand fit! With the campaign kicking off this week we can’t wait for our viewers to experience the all-new Zing.”

    “The aspect of Gen Z not being understood is very real and I felt the same while starting out,” said Siddhant Chaturvedi. “It was my tribe that helped me keep my head in the game through that phase which is why I instantly connected with Zing’s campaign. It’s great that youth have a safe space that celebrates and vibes with them. My own introduction to the world of music was through Zing which makes this partnership even more personal and I’m super excited to be a part of Zing’s tribe!”

    Zing will kick start its campaign on 25 May with the launch of the brand film featuring Siddhant Chaturvedi.

  • MADAME ropes in Tara Sutaria to promote brand’s summer collection

    MADAME ropes in Tara Sutaria to promote brand’s summer collection

    Mumbai: The fashion clothing brand MADAME has launched a video campaign featuring actress Tara Sutaria to promote the brand’s summer collection. The campaign is based on its new tagline ‘Make Now Yours’.

    The video campaign is crafted on a theme to live every moment to the fullest and enjoy every bit of it.

    Commenting on the new campaign, MADAME head of marketing and communications Sumedha Jain said, “With the Spring Summer’22 collection by MADAME, you can claim every moment as your own. We believe that there’s no better moment than now and there’s no better person than you to grab every fleeting opportunity to celebrate. Let the sun be your spotlight as you #MakeNowYours with MADAME.”

    Speaking of her collaboration with MADAME, the actress said, “I adore the collection by MADAME, a brand that has also been a favourite of mine for a very long time. I believe it reflects everything that an Indian woman stands for, courage, determination, freedom, and grace. I’m positive everybody will love this fabulous summer collection.”

  • Skybags unveils campaign ‘Chase The World’ with Varun Dhawan

    Skybags unveils campaign ‘Chase The World’ with Varun Dhawan

    Mumbai: Skybags has unveiled a new brand campaign “Chase The World” with Varun Dhawan, highlighting three of its recently launched most stylish range of luggage bags – the Globerunner, the Openskies and the Abstract. Keeping in mind the Gen Z traveller’s aspirations to stand out and explore, the campaign showcases fashion-forward bags featuring bold, colourful and maximalist designs.

    The campaign aims to rightly capture the impulsive, fun and fashion sensibilities of today’s youth. The actor and youth icon has been representing the brand Skybags for a few years now. Skybags is the pioneer and market leader in the printed hard luggage category in India.

    Varun’s vibe connects with millennials and GenZ consumers, who are looking to make a statement with stylish & eye-catching Skybags design and functionality.

    With Varun Dhawan urging youngsters to Chase the world, the campaign taps into the aspirations of a growing number of young people who want to venture out in search of new experiences, wanting to scale new heights in their lives. It is expected to stoke people’s desire to travel, encouraging viewers to get their ‘bucket lists’ out and get ready to make it real. It will resonate with the millennial and GenZ travel enthusiasts who had to spend large parts of the past two years being holed up at home on account of intermittent lockdowns.

    The campaign is ready for a 360-degree launch across a range of media like TV, Cinema, digital platforms & OOH for a maximum impact. Interaction between the brand & the audience will be on the digital platforms, where people like to share their travel experiences through pictures, Vlogs and more. These new-age travellers want to look their best across various locales, with the trendiest gear on them.

    Speaking about this campaign, VIP Industries vice-president-marketing Praful Gupta said, “The global unlock, signals the bouncing back of the travel and hospitality industry. To celebrate the new normal, we aim to connect very closely with our target millennial and Gen Z consumers who are all set to chase the world in style. We have endeavoured to reach out to the millennials who are always in quest of something truly unique and trendy. Both the campaign and the collection aim to capture this essence. Through our campaign, we are geared to cater specifically to the needs of this segment.”

     

  • SleepyCat launches a new campaign featuring comedian & actor Vir Das

    SleepyCat launches a new campaign featuring comedian & actor Vir Das

    The D2C brand SleepyCat has launched a new campaign for Ultima Mattress featuring stand-up comedian & actor, Vir Das.

    Designed with a revolutionary CoolTEC™ fabric and DeepTouch™ pressure Technology, the Ultima is India’s first mattress that keeps the user 4° cooler and provides 7-zone body support.

    The campaign is designed by Foodlooking Digital. In true Vir Das spirit, it highlights the superlative features of the product through a quirky representation of what comfort truly looks and feels like, with the Ultima mattress.

    The campaign kicks off with Vir Das sound asleep in a luxurious igloo and snuggling in the lap of comfort, alluding to the cooling element of the mattress. Suddenly, he is brought back to reality and finds himself sleeping in his bed, on a SleepyCat Ultima mattress.

    The simple yet visually stunning narrative brings out the cutting-edge technology of CoolTEC™ fabric of the Ultima Mattress, which is known to draw heat away from the body thereby keeping you up to 4° cooler.

    In the second film, Vir Das personifies the epitome of relaxation, on a massage bed in a luxury spa. Vir can be seen waking up with his alarm, only to find himself in his bed on the Ultima mattress. Each layer of the Ultima mattress is contoured according to the support required by different parts of the body using DeepTouch™ Pressure Technology. This helps the mattress provide accurate and responsive 7-zone support, akin to a calming massage that helps you get deeper, more restful sleep.

    As someone who is always on the go, touring the world and giving award winning performances, Vir Das truly understands the importance of sound sleep and unmatched comfort. Speaking about his association with the brand, he commented, “I have a love-hate relationship with sleep. I love it so much that I hate not having enough time for it.”

    He added, “So I have to make the most of the seven-eight hours I get. And having not just a good, but a freaking awesome mattress is a non-negotiable thing for me. SleepyCat has these super innovative products that cater to specific user needs, and I love that they’re looking out for us. What fascinated me the most about Ultima Mattress is that it keeps your body 4° cooler. And you know that the line I am in needs one to have a cool and collected head. It also gives you ample support like we all want, in a mattress and life in general! If I could, I would carry it with me wherever I go.”

    Commenting on the new campaign, SleepyCat founder and CEO Kabir Siddiq said, “With our mission to provide unmatched comfort and sound sleep solutions, we are always integrating advanced technology that pushes the envelope with each product we launch. The Ultima is set to revolutionize the standard of sleep.”

    Explaining the idea behind roping in Vir Das, Siddiq said, “Coming together with a creative powerhouse like Vir Das has been an amazing journey. He is the ideal representation of the young Indian- dynamic, discerning and appreciates the value of true comfort and mental health. Through this campaign, people will get to see the ‘other side’ of Vir’s life- a “lie-down” instead of a “stand-up”, as he truly enjoys the experience of rest. For Vir, the Ultima Mattress checks all the boxes and we’re sure that this will be the case for the rest of the country as well.”

  • IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

    IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

    MUMBAI: Ten-minute grocery delivery app and the youngest entrant on the quick commerce scene, Zepto launched its latest IPL campaign last week. Crafted by L&K Saatchi and Saatchi, the third film in what has been a high decibel campaign in more ways than one considering it features powerhouse singers has veteran versatile vocalist Usha Uthup displaying her vocal prowess this time, after Kailash Kher and Shankar Mahadevan.

    Aiming to emphasise the time-stretching habits prevalent in our society, the brand films showcase each of the three artists in never-before-seen avatars, stretching their vocal chords in uncharacteristic settings: Kailash Kher as a cocky waiter in a crowded eatery, Shankar Mahadevan as a cool-as-cucumber airline staff at an airport and now Usha Uthup as a matronly nurse in a clinic’s waiting room.

    Speaking to IndianTelevision.com, Zepto chief marketing officer Amritansu Nanda reveals the brief given by the brand to the agency for the campaign. “Our consumers lead busy, fast-paced lives, and most of them are not used to having their time valued. The concept of our campaign roots from this very human insight that time is seen as an expendable commodity in India (hence the caption ‘Time kheechne ki aadat se pareshaan’)”.

    Whether you are waiting for your food at a restaurant or to board a flight, the infamous ‘Indian Stretchable Time’ is something we’ve all experienced, he continues. “Through our communication, we wanted to bring in a shift and a surprise- Assure our consumers that we value their time and surprise them with how Zepto delivers on time.”

    The objective of the campaign, says Nanda, was to move beyond functional communication that only highlights instant gratification, to “a more meaningful, relatable story that aligns with the concept of time”. “We wanted to build stronger resonance amongst the existing TG while acquiring new digitally-savvy consumers.” Beyond it all, the idea was to build a campaign that cultivates competitive mindshare for Zepto; one with high repeat viewability, stickiness, and consumer love for the brand, he adds.

    On enlisting the three celebrity singers Shankar Mahadevan, Kailash Kher and Usha Uthup for the ad films, Nanda says, “We wanted to bring in faces that share a deeper connect with our core TG- millennials & Gen Z’s, and also lend credibility to the brand and its concept.”

    Stating that the campaign was a critical milestone in Zepto’s journey towards becoming synonymous with quick-commerce, he asserts, “Kailash Kher, Shankar Mahadevan, and Usha Uthup in their unusual roles didn’t just bring alive the concept of ‘Indian Stretchable Time’ in their inimitable style, but also made the case for Zepto and its on-time delivery promise with relatability at its core.” The campaign delivered the perfect blend of entertainment and salience, cutting through the clutter during IPL, he adds.

    Being a digitally native brand, Zepto chose to run its IPL campaign on the OTT platform Disney+Hotstar instead of opting for television or on-ground sponsorship, as it speaks to the ‘digitally-savvy’ audience. The brand is stoked with the response that all three of the brand films have been receiving across digital platforms. Says Nanda, “With Hotstar as our central platform, we were able to target the perfect set of audiences across our ten core markets.” The campaign has certainly helped us drive awareness, engagement & trials, he says signing off.

    Watch the three brand films here:

  • QuackQuack launches ad campaign to celebrate massive jump in registered users

    QuackQuack launches ad campaign to celebrate massive jump in registered users

    The popular dating app QuackQuack has witnessed a massive jump of 2 million users in the past five months and currently stands at 17 million registered users in India. To celebrate this milestone, the dating platform has launched a new ad campaign “Match to hoga hi”.

    As young Indians become more confident about dating apps, QuackQuack’s ad campaign aims to reach audiences in tier 2 cities where 70 percent of the new users come from.

    The ad campaign aims to encourage people to join their huge community and find the right match for themselves. 

    Through this campaign, the brand also aims to reinforce that dating does not have to be difficult and it is extremely easy to find a match and connect with new people while keeping your comfort in mind. 

    The lockdowns have witnessed a massive increase in Indians using dating apps, but the return to normalcy has made everyone even more comfortable to connect and meet with new people through dating apps and it’s clearly evident in the growth numbers of QuackQuack.

    QuackQuack founder and CEO Ravi Mittal commented on the campaign and said, “It is extremely exciting to witness so many people connect and find a match for themselves with QuackQuack. When we started back in 2010 things were quite different but over the years, people have really embraced dating apps and especially QuackQuack. We reached 15 million users in December 2021 and by May 2022 we have gained 2 million new users with the app currently being at 17 million registered users in India. Keeping our growing community in mind, we are working on introducing many new concepts that help people engage better and are looking forward to welcoming many new people.”