ITV

Tag: Campaign

  • Pogo to kick off summer ’22 programming lineup with ‘The Pandavas’

    Pogo to kick off summer ’22 programming lineup with ‘The Pandavas’

    Mumbai: To kick-off the summer holiday season, Pogo, India’s leading kids’ entertainment channel has planned plenty of fun-tainment and summer campaigns between April 25 to June 3.

    Pogo is launching the thrilling adventures of five brothers “The Pandavas” on April 23 with new episodes every weekend at 12:30 pm.  

    The action-packed series, developed in collaboration with hi-tech animation, adds to Pogo’s fun-filled line-up of amazing characters, exciting storylines, and diverse worlds.

    “The Pandavas”, inspired by the mythological characteristics of the Pandava brothers, will be centred around the chronicles of “Righteous Yudhishtir”, “Powerful Bheem”, “Astute Arjun”, “Adventurous Nakul” and “Valorant Sahadev” in their childhood days, as students of Guru Dronacharya.

    Created by leveraging cutting-edge CGI technology, the animated retelling will bring alive the adventures and heroic battles nestled in the lessons of unity, respect, morals and sibling camaraderie of the young princes of Hastinapur.  

    Commenting on the launch of the summer campaign, Pogo and Cartoon Network’s South Asia Network Head, Abhishek Dutta said, “The Pandavas is a thrilling mix of action and comedy. We are positive Pogo’s young fans will relate to the inspiring stories of the Pandava brothers.”

    He added, “During the ‘Pogo fun-tastic summer’ campaign, fans can expect celebrations, awesome content and a chance to meet their favourite toon characters.”

  • Cred IPL 2022 campaign: Has the brand lost the plot with its ‘nostalgia’ overkill?

    Cred IPL 2022 campaign: Has the brand lost the plot with its ‘nostalgia’ overkill?

    Mumbai: Love them or hate them, you can’t ignore them! Yes, we are referring to the ubiquitous Cred bounty ads. Whether you tune into Disney+ Hotstar to catch the day’s play of IPL or switch on your TV, the Cred bounty advertisements are out in full force. This time around, the brand turned the clock back to the 1990s, going on to serve the viewers a ‘bounty’ful of small screen nostalgia in a scene-by-scene recreation of the period’s all-too-familiar advertisements and television shows. There might even be a risk of overkill, with the jarringly repetitive call of “Cred Bounty” playing on a loop, ad nauseam.

    Nostalgia done right? Let’s hear what the industry executives and discerning netizens have to say on the latest bounty of Cred ads unleashed on the unsuspecting viewer.

    Cred ads have consistently played up the 90s nostalgia factor. Be it their 2020’s ‘Not everyone gets it’ IPL campaign with the decade’s popular film stars, playback singers, musicians who have you jamming to Cred jingles. Or its 2021’s ‘Great for the good’ IPL campaign, that had a staid Jim Sarbh doling out the credit card payment app’s virtues followed by a video of diverse celebs and sports stars from the decade in wholly uncharacteristic avatars. So we had a fuming, ballistic Rahul Dravid, a team of 90’s cricketers featuring in a boy-band and an eclectic Kapil Dev channelling his inner Ranveer Singh to the hilt. There was even a normally reticent, fresh off his Olympic-win Neeraj Chopra showing off his acting chops, though he technically belongs to this era.
    These ads were high on entertainment quotient and managed to grab one’s attention without trying too hard. Of course, whether they helped sell the product or not, is another matter entirely.

    For this year’s IPL season, the Bengaluru-based fintech brand has notably decided to play it a tad differently for its ‘Play it different’ 2022 IPL campaign, promoting its Cred Bounty feature.

    So we have the vintage Nirma Super Detergent ad recreated with Karisma Kapoor starring as the modern-day ‘Deepikaji’ in a near-perfect reproduction of the original ad. Then there was the recreation of the 90’s popular reality TV show Antakshari with its original anchors, Annu Kapoor and Renuka Shahane pumping up the energy levels of their teams ‘Afsane,’ ‘Begane,’ and ‘Tarane’ as well as that of the viewers with their infectious enthusiasm. The latest in the series shows Sharma ji chatting up his neighbour Gupta ji about the prizes in store with Cred bounty, in yet another throwback to the 90s ads. All three of the brand’s latest attempt at rewinding the years are rendered in the definitive technicolour aesthetic of the retro-era that effectively transport one back in time.

    While there were several individuals who felt the fintech brand is “revolutionising” the advertising industry with its novel and innovative marketing experiments to grab attention there were the naysayers too, with one user on social media going so far as to declare, “The only reason I am not seeing IPL this season is due to the flurry of irritating ads from Cred.”

    “I don’t hate the new Cred ads. How can I hate something I don’t understand?,” posted Schbang creative strategist Devargh Mukherjee on LinkedIn, with several voices from the corporate world chiming in agreement.

    Bombay Shaving Company founder and CEO Shantanu Deshpande noted tongue-in-cheek that the quality of the Cred ad is directly proportional to the value of the Cred coin.

    Some were scathing in their critique. “Cred I guess you have bought the wrong book of 1000 best marketing ideas or got the wrong agency. Go buy another one or change your agency,” ABC Talkies founder and chief executive officer Shalibhadra Shah held.

    The ads are conceptualised and written by the brand’s established team of writers, comprising Tanmay Bhat, Devaiah Bopanna, Puneet Chadha and Deep Joshi, and produced and directed by Early Man Film and Ayappa respectively.

    “IPL with Cred is a platform for us to work with iconic celebrities in the most creative and twisted ways possible,” Ayappa had said of the latest 90’s blitzkrieg from the Cred factory.

    There were many who lauded the campaign’s production values and attention to detail to reinvent the bygone era’s ads. “Bhai maan gaye, aapki soch and production dono ko,” extolled one netizen.

    “What makes both the antakshari and the Karisma Kapoor ads stand out is the authentic recreation of the square-sized video and the then picture and sound quality, in order to hit the nostalgia among the credit card users,” stated SoCheers Film director Jitendra Hirawat to IndianTelevision.com. “For this year’s IPL campaign too, they picked up yet another strong insight that most credit card users in 2022 would have grown up in the 90s. Hence, the use of typical 90s ad templates for the execution,” he said, adding that, despite the execution for the campaign being “a little different from all their other properties,” it held up “Cred’s innovative USP.”

    Independent brand strategist Ambi Parameshwaran had a differing point of view. “Cred advertising is attempting to do just one thing: Brand recall. Their ads featuring old film stars and cricketers were much talked about. Their recent series spoofing old ads is patchy. Some of the ads spoofed were hardly memorable to start with. And their spoofs are missing the zing of the Bappi Lahiri or Rahul Dravid spots,” he lamented.

    According to White Rivers Media influencer marketing and video production director Tanish Shah the ad is well shot and packaged too, but slightly more could have been done instead of simply playing repeat. “Perhaps, a lot could have been done to explain the product than just speaking about a particular feature of the product – which is vital. Besides, if I think from that lens, it kind of missed the bus. I’d have to say that the earlier ads were much better, he added.

    There were some who praised the creative agency but dissed the product, saying that Cred ads have done really well in using that to hide a “subpar” product.

    Some industry executives also lauded the brand for the creative freedom the writers of their ads got, positioning “creative freedom” as the most important thing in marketing.

    “Kudos to Cred for giving its agency free rein. However this is also reflective of the dangers of giving agencies free rein,” noted Singapore-based Ambrish Chaudhry on LinkedIn. “Half interesting idea but probably felt more powerful in the boardroom with its advertising and marketing echo chamber than in the real world. Also no consistency with the previous hugely successful campaign and no link to existing brand assets. This could have been an ad for any brand. In my opinion, the recall and link with Cred will be minimal,” he added.

    Similar sentiments were echoed by several creatives. “While everyone’s talking about Cred, Jar, and Zepto for aptly portraying the 80s and 90s, some of us are still dealing with clients who’ve rejected similar ideas in the past and will probably show us these brand films tomorrow as a reference,” rued creative strategist Palak Kaur Anand.

    Meanwhile, J Walter Thompson creative director Anurag Acharya wrote: I think there should be a ‘Cred’ category in ad awards for ads that cater to consumers, not to awards, made for products/services, not for a document called brief.

    One argument that is consistently made out in favour of these ads are that they are meant to strike a nostalgic chord with their target audience- that’s the growing-up-in-the-90 generation and present day credit card users and payers. Millennials aren’t their TG. It’s the people in their late 30s, 40s and 50s, who are the majority spenders of their credit cards. It’s the perfect way to hook the 90s kid, felt many.

    But is the “90s kid” such a prospective demographic as a customer for the brand? Apparently, yes!

    “Well played, Cred, once again! 🙂 Attention-grabbing for those who have grown up with/ seen the older DD ad!,” communications strategy consultant Karthik Srinivasan posted about the campaign.

    So, what is it about nostalgia and why do brands latch onto it for marketing?

    Cred’s not the first, and far likely to be the last to peddle nostalgia- There’s beverage brand Paperboat, which right from its brand name to its packaging has been invoking nostalgia.

    “Nostalgia marketing” is a strategy rooted in psychology, and these processes are incredibly effective. Because nostalgia makes us crave the past, and when used in advertising, it appeals on a sentimental, emotional, and powerful level to the audience.

    Well, if the surge in traffic to its app is any indicator, the strategy seems to have paid off for the fintech brand, at least so far. The Cred app saw a spike in traffic to the tune of 10-20 times during the IPL powerplays this season, according to Ganesh Subramanian, who heads architecture at the fintech company.

    So, whether it’s brickbats or bouquets its ads have been garnering, Cred may well be laughing its way to the bank! How much longer will the “nostalgia economy” work for the brand, however, remains to be seen.

  • Sony Sports launches campaign ahead of 19th Asian Games

    Sony Sports launches campaign ahead of 19th Asian Games

    Mumbai: Sony Sports Network has launched a campaign ahead of the upcoming 19th Asian Games Hangzhou 2022 featuring former Olympians Raja Randhir Singh and Adille Sumariwalla in the two promo films.

    The campaign sets a target for India to cross the 100-medal mark. The Indian contingent won 69 medals at the 2018 Asian Games. Sony Sports Network has also launched a microsite that gives fans access to the schedule and medals tally.                

    Olympic Council of Asia acting president Raja Randhir Singh is a former Olympic-level trap and skeet shooter. He became the first Indian shooter to win continental individual gold at the 1978 Asian Games in Bangkok. On home soil four years later, he won team silver and individual bronze at the 1982 Asian Games in New Delhi. He competed at five Olympic Games from 1968 to 1984 in Mixed Trap. He is also the 1979 recipient of the Arjuna Award.

    Athletics Federation of India president Adille Sumariwalla is also a recipient of the Arjuna award. Sumariwalla is a former Olympian and represented India at the 1980 Moscow Olympics as a 100m runner and bagged a medal at the Asian Track and Field Championships, Tokyo 1979. He bagged the gold medal at the South Asian Games in 1984 and held the National Record for 18 years in the 100m sprint category.

    “The feeling of national pride that our Olympics campaign ‘Hum Honge Kamyab’ was able to instil in people was commendable, and we wish to replicate the same for the 19th Asian Games Hangzhou 2022,” said Sony Pictures Networks India chief revenue officer distribution and head – sports business Rajesh Kaul.

    “At the 2018 iteration of the Games, India bagged 69 medals, so to manifest India’s 100-medal mark, we have launched our campaign ‘Iss Baar Sau Paar, Phir se, Hum Honge Kamyab!’. Our campaign also commemorates the 150 days countdown and gives us a chance to inspire the audience to watch this year’s Asiad,” he added.

  • R Ashwin teams up with Colgate to talk about oral care for diabetics

    R Ashwin teams up with Colgate to talk about oral care for diabetics

    Mumbai: Colgate India has roped in cricketer R Ashwin for it’s awareness campaign about oral health for people dealing with diabetes. The campaign has been conceptualised by VMLY&R, in partnership with Redfuse Media.

    In the campaign film, Ashwin speaks from his experience of witnessing his father’s experience after being diagnosed with type-2 diabetes. The film aims to create awareness of how gum infections can complicate diabetes management.

    Run in Hindi, English, Gujarati, Marathi, Kannada, Telugu, Tamil and Bengali languages, the campaign will be visible across digital platforms.

    The cricketer gives a glimpse of the changes his family had to incorporate into their daily life following the diagnosis. It brings to the forefront the relatively unknown connection between diabetes and its oral complications and highlights the importance of oral health management and the benefits of Colgate’s special oral care toothpaste for people with diabetes.

    “Few people realise that diabetes and oral health are very closely related. In fact, nine out of 10 diabetics suffer from oral health problems and these oral health problems further complicate diabetes management. Colgate has launched a special toothpaste for diabetics and an information campaign to educate diabetics about this connection. We are committed to reach millions of people across the country with this educational campaign and make the Colgate for diabetics toothpaste available across the country,” said Colgate-Palmolive (India) vice president marketing Arvind Chintamani.

    Research done in India and around the world suggests that people with diabetes are three times more likely to get gum infections as compared to the non-diabetic population. Colgate has launched a special toothpaste for diabetics to address these specific problems, said the statement.

    Speaking about the idea behind the campaign, VMLY&R chief creative officer Mukund Olety said, “Colgate toothpaste for the oral health of diabetics is an ayurvedic solution designed with diabetes experts to help with better diabetes care. While the product is clinically proven, we wanted to keep the storytelling warm and emotional. For this campaign, we picked a celebrity not only for his popularity but also because he is a genuine care giver. Ashwin’s father has type-2 diabetes and Ashwin, despite his busy schedule, takes time out to help his father in diabetes care. They have made changes in their lifestyle as well. And all of this can be seen in the film. The film is a slice of their life, a day in their household.”

  • Aamir Khan dons delivery person’s uniform, plays triple role in new PharmEasy ad

    Aamir Khan dons delivery person’s uniform, plays triple role in new PharmEasy ad

    Mumbai: Consumer healthcare app PharmEasy has launched its latest campaign starring the new brand ambassador Aamir Khan in a quirky triple role of a delivery person. This fresh marketing campaign titled 

    #GharBaitheBaitheTakeItEasy was conceptualised and executed by FCB India.

    Comprising of three ad films directed by Abhijit Sudhakar and produced by Zigzag Films, the campaign has Bollywood actor playing a triple role of the PharmEasy delivery person who pops up in the oddest places and in the craziest manner to tell customers about all the offerings from the PharmEasy app and how all that people need to do now is ‘Take It Easy’ when it comes to all their healthcare needs.

    Shedding light on the storytelling, FCB India CCO Surjo Dutt said, “PharmEasy has a very distinct voice and tonality crafted over many years of commitment to disruption through humour. Our challenge was to stay true to this commitment and create a campaign that would take forward this legacy.”

    “The idea was to use Aamir Khan in a funny, unexpected, and effective way to create a campaign that is attempting to bring in many new users to the PharmEasy fold. Hence the triple role and the over-the-top style storytelling was thrown into the blender along with simple and clear benefits that the brand brings into the Indian consumer’s life,” Dutt added.

    Speaking on the collaboration, Aamir Khan said, “It is indeed a pleasure to work together with the PharmEasy brand, to help provide economical healthcare at each person’s doorstep. I feel that in today’s times, PharmEasy is providing an essential service, in a sector that is itself a fundamental requirement for all of us, and I look forward to this association.”

    With this collaboration with Aamir, the brand – managed by API Holdings said it hopes to further strengthen its belief in making healthcare accessible to every nook and corner of the country.

    “Collaborating with someone as versatile as Aamir Khan fills us with immense joy,” API Holdings CMO  Gaurav Verma said, talking about the collaboration. “With this association, we aim to reach more people while making affordable healthcare accessible to everyone. We are looking forward to a great collaboration with him this year and widening our reach through offerings and such campaigns.”

  • Cartoon Network ups the marketing ante with global campaign ‘Redraw Your World’

    Cartoon Network ups the marketing ante with global campaign ‘Redraw Your World’

    Mumbai: Cartoon Network has revealed a new brand positioning and tagline ‘Redraw Your World’ across its key tentpoles in summer, the flagship school contact programme and the year end festive season. Perfetti Van Melle India has come on board as the campaign’s ‘presenting sponsor.’

    From 30 March onwards, viewers will be “able to enjoy a completely new look and feel of the Cartoon Network channel refreshed with vibrant colours, music and design, and an expansive new programming slate,” said the channel in a statement.

    “With the Redraw Your World launch, we are all set to provide kids with a platform that celebrates uniqueness, empowers little actions and inspires storytelling,” said South Asia network head Cartoon Network and Pogo Abhishek Dutta. “It strengthens our content commitment for India with fun and family-friendly narratives starring popular and iconic characters, reflecting the world and depicting the tales of adventure and bravery.”

    The campaign will feature alongside shows like “Ekans – Ek Se Badhkar Snake,” “Dragon Ball Super,” “Digimon Adventure,” Emmy-nominated series “Lamput,” “The Powerpuff Girls,” “Ben 10,” “Tom and Jerry,” and “DC Super Hero Girls” among others.

    Cartoon Network will bring over 200 hours of fresh content including original homegrown series, international shows, acquisitions, and specials. The channel will also bring a special block for preschoolers under ‘Cartoonito’ later this year.

    The tagline ‘Redraw Your World’ is a brand proposition that has been rolling out across the world.

    “At Cartoon Network, we create original and diverse worlds that are vibrant and fun. Armed with creativity, ‘Redraw Your World’ is an extension of our global commitment to inject stories that reflect the world, inspire imagination, and empower kids,” said head of WarnerMedia Kids in Asia Pacific Leslie Lee.

    The campaign will also have an on-ground activation in leading malls. Cartoon Network has partnered with the Indian Premier League (IPL) and several brands in the food and beverage and technology sectors.

    In collaboration with the IPL team, Rajasthan Royals, Cartoon Network’s characters ‘Ekans’ and ‘Tom’ and ‘Jerry’ will co-create engaging content with the players for their digital platforms.

    The channel has inked a deal with 99 Pancakes across its 33 outlets in 14 cities all through April to May and launched a curated menu.

    Cartoon Network has partnered with Reliance Digital to bring its campaign theme closer to viewers with in-store displays and character meet and greets held across 100 outlets across Maharashtra and Gujarat.

    In May, the channel will unveil a new music video anthem, that would be a hybrid of animation and live action to empower kids to ’embrace their true selves.’

    The network has launched ‘Cartoon Network Fan Art’ talent showcase contest across Instagram, YouTube, Facebook where kids may follow the hashtag #RedrawYourWorld and participate.

    The channel is planning to conduct its 15th edition of school contact programme across 13 cities followed by on-air content, social media activations and on-ground activities during Diwali and Christmas later this year.

  • Gulco splashes organic colours with Holi

    Gulco splashes organic colours with Holi

    Mumbai: As the lockdown has eased and the impending doom of the Covid-19 wave is fading away. Indians are preparing well to welcome the festival of Holi. However, people have become a little conscious about what they eat, wear or apply on their skin! Understanding this behavioural change, Jaipur-based cosmetic startup Gulco has brought out a unique range of organic Holi colours and backed with a digital advertising promotion that is buzzing on social media.

    The tagline of the campaign #KhushiyaanAapkeRangHumare and the effort by Gulco is to ensure that those celebrating the festival of colours have a safe and nature-friendly Holi. According to founder Divya Jain, organic is the new normal! From organic vegetables to organic products and clothes, people are becoming too conscious about organic products.

    Jain says: “Gulco is a conscious celebration brand that aims to provide a unique experience of luxury to joyful moments. Our ethos lies in not just creating but elevating.”

    And on the occasion of Holi, Gulco is offering a 100 percent chemical-free product range that is safe for the environment and users. Jain explains that Gulco’s products are intricately handcrafted with pure, organic, real and indigenous ingredients to make the celebrations more memorable. 

    Jain points out that the campaign is very close to people’s hearts because the past two years have been a dull and dark phase for everyone. What makes this campaign special is the hope to get back to a normal life after continuous struggle and lockdowns for the last two years. 

    People are looking forward to celebrating the ‘Holi’ festival whole-heartedly in 2022. 

    “This hope has been the driving force that birthed Gulco. With this campaign, we make sure our celebrations are more wholesome than ever in every way,” Jain says.

    Post Covid-19 unlock turned out as an opportunity 

    She also reveals the idea behind the campaign! She highlights that the motive was to tap into the emotional connection with the target audience. 

    “After a long pandemic, everyone has been longing to celebrate and rejoice with their loved ones. That was one of the key motives we were targeting to achieve. With the overall rise in the social media consumption and screen time of our target audience, social media awareness of the brand has been our primary concern while launching the brand,” Jain says.

    The aim is to translate memories and emotions into products and experiences. For Holi 2022, we have developed a new range of gulal made from real flowers and enriched with essential oils. A lot of people are sceptical about playing Holi because of the skincare repercussions.

    “All our colours are made from food-grade produce, real flowers and essential oils. Our products are safe for children too,” she says.  

    How Gulco’s spreading awareness around organic

    On being asked how Gulco spread awareness around organic products and what impact they have created so far, Jain says that to spread awareness they are focusing on micro details to create a macro difference. For example, Holi and its colours are too common to even realise that we can go nature friendly here! But we realised it, hence launched this product.

  • Zee5 highlights regional offerings in a new campaign

    Zee5 highlights regional offerings in a new campaign

    Mumbai: Video streaming platform ZEE5 has announced the launch of the second edition of its campaign- ‘Dekhtey Reh Jaogey’ starring Sara Ali Khan and Amol Parashar. Revolving around the FOMO theme, the campaign showcases the platform’s content library, particularly the regional offerings.

    ZEE5 currently features 160+ live TV channels and 500,000+ hours of on-demand content spanning over 3,500 films, 1,750 TV shows, and 700 originals, in 12 Indian languages (English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, and Punjabi), all available in a new subscription of Rs. 599.

    The SVOD viewers on the platform get access to the range of movies and web series behind the paywall, along with AVOD content before they are aired on TV. The AVOD content roster at ZEE5 includes catch-up episodes of the most popular TV shows on ZEE Network and other properties which are available for audiences to watch anytime, and anywhere.

    Over the past 12 months, ZEE5 has become the fastest growing OTT platform in India as per AppAnnie’s latest industry report. The platform’s monthly active users (MAU) rose to 101.9 million and global daily active users (DAUs) touched 9.6 million in December 2021. ZEE5 users watched an average of 201 minutes of content per month during the last quarter, with the platform releasing 51 shows and movies, including 11 originals during the period.

    ZEE5 has planned a high-frequency promotional outreach for the campaign across TV, social media, and the internet as part of a 360-degree approach.

     “At ZEE5, we have always aspired to democratise entertainment and provide quality content to our audiences at a price that is convenient for the majority of the viewers,” says ZEE5 India chief business officer Manish Kalra. “While ZEE5 has a large content library that spans across various languages, the second leg of the ‘Dekhtey Reh Jaogey’ campaign will help us exhibit our diverse content offerings, especially regional content and further our aim of deeper regionalisation by making deeper inroads into the country. With the new subscription package, viewers will have access to an endless supply of compelling and binge-worthy entertainment at an annual price of Rs. 599.”

    Lowe Lintas chief creative officer Sagar Kapoor adds, “Today, content has become the perfect conversation starter and enabler. Conversations are invariably peppered with references to dialogues and characters from content pieces across OTT platforms. It is the “conversation drama” that people miss out on when they miss content. We decided to build on this idea for ZEE5 to pull in their audiences every week to watch new shows and movies and stay above content FOMO, so they never miss out on the excitement on and off the screen.”

  • IPL 2022: Meesho makes T20 debut, partners with 4 IPL teams

    IPL 2022: Meesho makes T20 debut, partners with 4 IPL teams

    Mumbai : Homegrown internet commerce company Meesho, announced its partnership with four Indian Premier League (IPL) teams for the upcoming season of the T20 league. Meesho will be the official online shopping partner for the five-time champion Mumbai Indians, Royal Challengers Bangalore, Rajasthan Royals, and Gujarat Titans. As part of the tie-up, Meesho will be the lead trouser branding partner of all four teams. It also marks Meesho’s entry as the on-air broadcast partner on the Star Sports network for the coverage of Tata IPL 2022.

    As a homegrown internet commerce company, Meesho’s collaborative step with the four franchises for the T20 league that was conceived and started in India, comes as a natural choice, according to the brand. Forging ecosystem partnerships will help create the right visibility and traction for Meesho as part of the company’s growth strategy. The increasing popularity of the T20 league over the last few years will add a fillip to Meesho’s objective of targeting a diverse portfolio of customers, stated the company.

    “We are thrilled to associate with and be seen in one of the biggest cricketing events in the country,” Meesho VP & head of Brand Lucky Saini, said, commenting on the new partnership. “The scale, reach, and popularity of the T20 league will be instrumental in expanding our reach and tapping into a new customer base. Sports is a great way to connect with our audience and make deeper market penetrations. With this collaboration, we aim to leverage the combined synergies in scaling our business while unlocking new opportunities for driving greater brand awareness.”

    “We welcome Meesho to our brand partnership programme,” Mumbai Indians Spokesperson said. “Our collaboration reflects one of our key attributes of providing budding talent with the opportunity to showcase their true potential through a massive and new age platform. We look forward to a mutually successful partnership with them.”

    Speaking of the partnership, Royal Challengers Bangalore vice president & head Rajesh Menon said, “We are delighted to partner with Meesho, the fastest-growing internet commerce company. RCB shares the same ethos of being a cutting-edge GenZ lifestyle brand, and this association further helps enhance the proposition.”

    “Meesho has been a company I’ve followed and admired over the last few years. I’m delighted we’ll be supporting their growth as a business, especially when their focus is so aligned to that of our foundation, “Enabling empowered women”, and supports our purpose of Transforming Society through Cricket. We look forward to working closely together for this season and hopefully many more to come,” expressed Rajasthan Royals chief executive officer Jake Lush McCrum.

    “Meesho, a young brand, has shown great growth in recent times,” Gujarat Titans chief operating officer Arvinder Singh said. “We, at the Gujarat Titans, endeavour to do something similar, by making an early impact on the IPL. We welcome Meesho on board as a partner and look forward to a successful association.”

     

  • PaperBoat rolls out its summer campaign with fresh new flavours

    PaperBoat rolls out its summer campaign with fresh new flavours

    Mumbai:- Packaged beverage brand PaperBoat has rolled out its first campaign for the summer. The campaign conceptualised by The Script Room, showcases the various flavours of PaperBoat Swing. The agency was named as the beverage brand’s creative partner recently following an account win.

    The ad film, set in a heart-warming setting, sees a couple of children working up a cosplay of a lemonade stand, where they are serving the refreshing flavours of the drink to their mother. 

    The campaign will be seen on television and digitally as well. 

    “This is a new variant of Paper Boat. And we felt that it would be best to now just introduce ourselves and our offering to the world. The task was to continue to keep the innocence and simplicity that the brand is known for. And still infuse it with some newness. We’re delighted with the outcome. It’s always been a great pleasure to work on Paper Boat,” The Script Room co-founder and the director of the film Ramsam (Rajesh Ramaswamy) said, speaking about the campaign.

    Adding to Ramsam, Ayyappan Raj, co-founder, The Script Room said, “Once in a while in life, and business, you need some sort of an affirmation. For me, Neeraj choosing to work with us was exactly that. Paper Boat ad from The Script Room means a lot to us. The new Swing film is a lovely starting point and first of many good things to come”.