Mumbai: ICICI Lombard, a private general insurer, has launched a campaign for TripSecure+, presenting it as the essential travel companion for peace of mind during travel planning.
The campaign features a family preparing for an Italian vacation. The daughter’s calm contrasts with her father’s anxiety over common travel concerns like visas, car safety, and adventure sports risks. Each concern is answered with the daughter’s confident, “Travel partner hai na!” — emphasising that TripSecure+ covers everything from medical emergencies to lost luggage.
ICICI Lombard repositions travel insurance as a key part of trip planning, ensuring all worries are covered with AI-powered personalisation that adapts to every traveler’s needs. The campaign highlights TripSecure+ addressing issues like visa rejections, pre-existing diseases, and car rentals, assuring travelers that their risks are covered.
With a focus on transforming pre-travel anxieties into confidence, the campaign’s tagline, “ICICI Lombard ka AI-powered TripSecure+ Travel Insurance, Humara Travel Partner!” emphasises that ICICI Lombard is with travelers every step of the way.
Mumbai: Madame has launched its Autumn/Winter 2024 campaign, ‘Stay Real’, featuring Shanaya Kapoor. The campaign encourages women to embrace their individuality and personal style.
It highlights Madame’s Autumn/Winter 2024 collection, which includes evening dresses, blazers, and co-ord sets designed for modern women, emphasising quality and authenticity over trends. The campaign video features Shanaya Kapoor in key pieces from the collection, showcasing her confidence and style, aligned with the campaign’s message of self-expression.
Kapoor stated, “Stay Real is a message that deeply resonates with me. Fashion should celebrate who you really are.”
Sumedha Jain, MarCom Head, at Madame added, “This campaign reflects our brand ethos: to empower women to celebrate the unique essence that makes them who they are. Fashion is more than just clothing; it’s a powerful form of self-expression.”
Madame aims to connect with Gen Z and millennial audiences, reinforcing its commitment to diversity and self-expression. With the ‘Stay Real’ initiative, Madame continues to inspire women to own their unique narratives, reaffirming its status as a beloved brand in the fashion industry.
Mumbai: The Pant Project has launched a new ad campaign leveraging humor and memes. By acknowledging that humor is key to male social interactions, the campaign challenges the serious tone often found in menswear marketing.
The latest campaign features a humorous segment on the Beerbiceps podcast. The ad begins with a close-up of a Beerbiceps lookalike mid-conversation, who is interviewing a pair of pants instead of a traditional guest. He kicks things off with a comical question: “What would you do if an alien stole your zipper?”
The playful banter continues as he jokes, “You and your underwear spend the whole day together—would you call yourselves ‘chaddi buddies’?” The mood shifts when the pants get up and walk off the set, leaving the host’s laughter to fade awkwardly.
Turning to the camera, the host says, “So guys, that was a pair of pants by The Pant Project.” The ad concludes with a voiceover: “Some questions are hard to answer, but for the rest, we let our pants talk.”
“Our latest campaign focuses on one key narrative – No nonsense pants for No Nonsense men but with a humorous twist. We embraced meme marketing to engage with men in a fresh and relatable way. The campaign is a mix of humor, comfort, and authority, using a light-hearted narrative to highlight that what we know best is to make great pants,” said The Pant Project co-founder Dhruv Toshniwal.
The campaign highlights the brand’s unique blend of humor and style, allowing their custom-fit pants to take center stage.
Mumbai: Studies have shown that financial advice from women is often dismissed or undervalued compared to advice from their male counterparts. This disparity can hinder women’s confidence in their financial decisions and may deter them from pursuing careers in finance.
The ‘#ChangeTheSoch’ campaign by Franklin Templeton is a simple yet powerful idea, that demonstrates the absurdity of how the same financial advice is received differently.
The campaign underlines the problem of women being frequently overlooked as credible sources of financial advice, despite their expertise and qualifications.
Director & head of sales enablement, Juzer Tambawalla: “Our campaign is a conversation starter that aims to create a more inclusive financial ecosystem where everyone’s advice is heard and respected equally. There is an urgent need to challenge the ingrained biases that undermine women’s credibility, especially in the world of finance. #ChangeTheSoch is about recognizing the expertise that’s already there and ensuring it is valued, regardless of the voice delivering it.”
VP and head of marketing Geetanjali Sachwani: “We all have a voice. Some a whisper, some a roar. If you can roar, roar for those who can’t. If you can only whisper, keep trying because every roar was once a whisper. A woman with a voice is a strong woman. But the search to find that voice can be remarkably difficult. And at Franklin Templeton, we have used ‘voice’ to bring a change in soch. Through this campaign, we are trying to find a voice that calls out that women are equal to men in life and investments.”
82.5 Communications CCO Anuraag Khandelwal: “It’s always lovely to partner clients who want to create work that not only engages but also challenges deeply ingrained biases and real problems. We created #ChangeTheSoch as an initiative to confront the issue of gender disparity in financial credibility head-on. This campaign highlights the different receptions of identical advice based solely on the gender of the speaker, encouraging viewers to reflect on their own biases. Advertising, when thoughtfully executed, can transcend its commercial purpose and become a catalyst for societal change. Through this campaign, our humble effort is to empower women to assert their rightful place in the financial sector, whether as informed investors or as respected advisors.”
Mumbai: Fortune, an edible oil and food brand, has launched the ‘#SirfDaamNahiGramBhiDekho’ campaign to raise awareness about some brands selling less than one litre (910 gm) of oil in a pack, only mentioning the weight but not the volume.
This practice started after the government permitted non-standard edible oil packaging in 2022. While legal, it could mislead consumers into buying smaller quantities while assuming the pack holds one litre. For instance, some soybean oil brands sell packs of around 850 gm, which may appear similar to a 910 gm or one-litre pack. Fortune clearly displays both the weight (910 gm) and volume (one litre) on its packaging.
A Kantar study shows only 15 per cent of consumers check oil weight when purchasing, often assuming packs hold 1 litre (910 gm) based on appearance. Additionally, 95 per cent of respondents believed oil pack weights range between 900 and 1000 gm, regardless of whether they check the grammage.
Fortune Edible Oils group product manager Prashant Pandey said, “While cooking in our kitchens, we measure oil by volume, be it through the usage of spoons or ladles or the depth of oil in a kadhai while deep frying. It is misleading to mention only the grammage and not the volume of oil on a particular pack.”
Fortune is stepping forward to highlight the non-disclosure of volume by certain oil brands on packs that look similar to one-litre packs. “You do not expect consumers to do a volume-weight calculation for edible oil when buying a product. We believe in full disclosure of both volume and weight of our edible oils and expect all brands to do so to help consumers make an informed decision. Not only weight, but there have also been concerns around the quality of edible oils. Our brand follows more than 100 stringent quality checks before a product reaches to the market,” Pandey added.
Head of media & digital Jignesh Shah said, “Reaching and informing a wide base of consumers is increasingly challenging in today’s fragmented media landscape. To maximize our reach, we are utilizing TV, print, digital platforms, social media along with influencers. We also call on the media fraternity to support us in driving broader awareness and ensuring the success of this campaign.”
With the festive season driving higher demand for edible oils, Fortune urges consumers to check the fine print on packaging to make informed choices. From Navratri and Diwali to Christmas and the wedding season, there will be a surge in festive cooking across India. Failing to check the details could lead consumers to realise later that they’ve been buying less oil for more money.
Fortune’s commitment to transparency through clear labelling has earned consumer trust and recognition from Kantar. The brand continues to deliver high-quality products, reinforcing its position as a leader in the edible oil industry.
Mumbai: Collective Artists Network, in partnership with Pinterest, has created one lakh shoppable content pieces for Myntra, marking a major milestone for an affiliate marketing campaign of this scale. This tech-driven content production highlights the potential for creator commerce platforms.
During the Myntra Big Fashion Festival, 30K shoppable content pieces went live within two weeks. The collaboration reflects Collective’s commitment to fostering growth opportunities for creators and strengthening their presence in the affiliate marketing space.
“Our collaboration with Pinterest and Myntra has been instrumental in enabling us to push boundaries and set new benchmarks in affiliate marketing,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “By leveraging automation and deep insights, along with a new media approach to business, we have empowered creators to drive engagement, while enabling brands like Myntra to directly tap into the scalable trend-driven commerce landscape.”
Myntra’s senior director – performance marketing Deepash Jain said, “Our collaboration with Collective Artists Network has been incredibly fruitful. The Big Fashion Festival is one of our biggest events and we’re thrilled to witness this milestone in affiliate marketing by creating 1 lakh shoppable content pieces on Pinterest. We’re always innovating to support the growth of the creator ecosystem and this collaboration is a testament to that.”
The campaign has scaled successfully, offering technology-driven insights into trend-based content-to-commerce models. These insights help brands and creators better understand consumer behavior and leverage trends for more targeted strategies, enhancing the shopping experience on platforms like Pinterest, which drives real conversions.
With one lakh shoppable Myntra content pieces live, Collective Artists Network’s campaign marks the largest content effort in the affiliate marketing space within a short timeframe, highlighting a significant milestone in creator-led commerce.
Mumbai: Niyo, a travel-banking fintech company, is kicking off the festive season with a new campaign that aims to make international travel and financial services easier and more affordable for all.
Niyo is putting customers first, just in time for the holiday season, with an unbeatable offering of zero fees across various services, including forex, flights, visas, ATMs, remittances, and mutual funds.
Leveraging pop culture – the campaign converts popular themes and imagery associated with mainstream movies into a series of tongue-in-cheek commercials that bring alive the value proposition of the brand.
Taking creativity to the next level, iconic characters have been reimagined to spotlight the zero-fee promise in a fun and relatable way. From Lion King becoming the ‘Zero Forex Markup King,’ to Taare Zameen Par transforming into ‘Forex Markup Zameen Par’ and Captain America turning into ‘Captain O Forex’; these are designed to resonate with our audience.
Niyo SVP – head of marketing & growth, Sushanth Ravikumar said, “At Niyo our endeavour has always been to simplify financial services while ensuring our users get value for their money, our goal with this campaign is to deliver both value and engagement to our users. This campaign reflects that ethos by combining our zero-fee promise with a creative, pop culture-inspired approach. By turning ‘zero’ into a hero, we have crafted a campaign that’s both engaging and informative, perfectly aligning with our mission to make financial solutions accessible and enjoyable. This festive season, zero is the real hero, and we are excited to see how our users embrace it.”
Through creative outreach across various channels, the campaign encourages travelers to maximize their savings and experiences with Niyo’s products and services. Niyo’s upcoming festive campaign highlights the significant savings that can be achieved by using its unique services. Whether flying, sending money, or paying bills, Niyo users will always be at the forefront of the financial revolution.
Mumbai: Page Industries, the exclusive licensee of Jockey International, has announced the relaunch of its ‘Bras as Versatile as I Am’ campaign, timed for the festive season. This campaign celebrates the diverse lives of women with bras designed to support various moods and lifestyles.
Over the past decade, the women’s innerwear category has grown significantly, leading Jockey to expand its offerings. The refreshed campaign features collections tailored for work, lounge, travel, and everyday wear, including strapless and plus-size options. Each piece is made with high-quality fabrics, prioritising comfort and support for every moment of a woman’s day.
Jockey India CMO Nihal Rajan said, “Our women’s collection is not just a range of products; it’s a powerful celebration of the diverse and dynamic lives women lead. With ‘Bras as Versatile as I Am,’ we aim to inspire every woman to embrace her individuality and strength. Our bras are designed to provide unparalleled comfort and support, tailored for every moment, from the hustle of a workday to the serenity of a restful night. While the core target demographic remains women around 23 years old, the collection is inclusive and celebrates women across age groups. We understand that womanhood encompasses a myriad of roles and experiences and with our bras we aim to redefine what innerwear means, turning everyday essentials into expressions of confidence and versatility.”.
The campaign will engage women through various platforms, including television, outdoor advertising, Jockey Woman exclusive stores, digital, and social media, highlighting the versatility and comfort of Jockey bras.
Over the last twenty-five years, Jockey has transformed the innerwear industry through innovation and design. The relaunch of the ‘Bras as Versatile as I Am’ campaign reaffirms Jockey’s commitment to providing thoughtfully designed innerwear that meets the needs of women throughout their lives.
Mumbai: Japanese skincare and wellness brand Ilem Japan has launched a series of digital ad films promoting its premium line of Japanese teas: Matcha Japanese Tea, Sencha Japanese Green Tea, Genmaicha Japanese Brown Rice Green Tea, and Hojicha Japanese Roasted Green Tea. The campaign features actress Zeenat Aman, representing the brand’s commitment to authenticity, taste, and tradition.
Titled #SipsWithILEM, the campaign highlights Ilem Japan’s passion for providing an authentic tea experience. Each film shows Zeenat Aman elegantly enjoying the different tea varieties, reflecting on the best moments in her life, much like Ilem Japan’s teas sourced directly from Japan.
The films emphasise the unique characteristics of each tea, from the rich flavor of Matcha to the delicate notes of Sencha, the nutty aroma of Genmaicha, and the roasted depth of Hojicha. Through Zeenat’s portrayal, the films convey that life is too short for compromises, encouraging viewers to savor every sip. Her presence reinforces the campaign’s focus on authenticity and quality.
Ilem Japan founder & CEO Ishvani Patel said, “We are thrilled to have Zeenat Aman join us for the #SipsWithILEM campaign. Her iconic status and appreciation for authentic experiences align perfectly with our brand’s values. With this campaign, we wanted to bring to life our dedication to offering authentic, premium Japanese teas. We believe that this campaign will inspire tea lovers to embrace the beauty and simplicity of Japanese tea culture.”
Zeenat Aman said, “I’ve always been drawn to things that are real and true, and that’s what I love about Ilem Japan. Their teas are the perfect expression of authenticity. This campaign was a joy to be part of, and I’m thrilled to share these teas with everyone.”
The digital ad films have been released across Ilem Japan’s social media platforms, allowing tea lovers and wellness enthusiasts to experience the richness of Japanese tea culture. The #SipsWithILEM campaign is live on digital platforms, just in time for the festive season, and aims to inspire audiences to explore the delightful world of Japanese teas.
Mumbai: PNB Housing Finance aims to make homeownership a reality for every Indian family. To reinforce this mission, the company has introduced a refreshed brand message that connects emotionally with customers and underscores its commitment to delivering on promises – Pakka! This new positioning highlights PNB Housing’s efficient services, assuring: “Ghar ki baat pakki, jab support ho pakka!”
Launching just in time for Diwali, a festival symbolising homecoming and new beginnings, PNB Housing’s latest campaign captures the essence of family and warmth during this festive season.
The ad features a grandmother explaining Diwali’s significance to her grandson. Inspired by her words, the family wishes to celebrate Diwali in their own home this year. A PNB Housing executive assures them of timely home loan processing and disbursement.
In a light-hearted moment, the grandson seeks reassurance, and the executive responds, ‘Pakka,’ reinforcing the company’s commitment. The ad concludes with the child telling his grandmother that no welcome is as special as that of one’s own home, emphasising family values, trust, and the fulfillment of homeownership.
“This Diwali, we are not just talking about homes — we are celebrating the journey that leads to homeownership,” said PNB Housing Finance MD & CEO Girish Kousgi. “Diwali is a time that reminds us of the promises we make, and, at PNB Housing, we are deeply committed to ensuring that every family experiences the joy of owning their home. Our campaign film, rooted in trust and reliability, perfectly reflects how we deliver on our ‘Pakka’ promise. At PNB Housing, we believe that a home is more than just a place, it’s where the heart truly belongs.”
As families across the nation light up their homes this Diwali, PNB Housing reaffirms its commitment to making homeownership a journey filled with hope, joy, and trust. With renewed confidence, PNB Housing pursues its mission to make homecoming a reality for everyone, one family at a time – Pakka.
