ITV

Tag: Campaign

  • Tata Sky launches localised campaign for West Bengal

    Tata Sky launches localised campaign for West Bengal

    Mumbai: Tata Sky has launched a new campaign – ‘Ki Darun’ in the West Bengal market to promote its Rs 225 pack.

    The pack comprises both Bengali and Hindi channels including drama, films, music, kids, news, sports and edutainment channels along with the benefit of on-the-go viewing available through the Tata Sky mobile app.

    To bring out the campaign messaging, Ogilvy India’s concept plays on the typical cultural distinctions of West Bengal like music and alpona. The marketing campaign also plans to seep into different channels of sales through a strong network of BTL and ATL initiatives targeted at engaging potential customers to convey the benefits of a Tata Sky connection. The specialised communication plan spread across print, TV and OOH is designed to resonate with the local audiences across locations.

    “For our regional campaigns, we’ve always played with local flavour that adds a distinct touch to the narrative,” said Tata Sky chief communications officer Anurag Kumar. “To connect with the viewers in West Bengal, we picked up the catchphrase- ‘Ki Darun’ to talk about our carefully curated offering that has all popular genres of content. Regional audiences love to watch TV and we feel Tata Sky’s ‘Sonar Bangla’ pack will make entertainment even more affordable for the consumers.”

  • Sebamed takes on tall claims of shampoo brands in new ad

    Sebamed takes on tall claims of shampoo brands in new ad

    Mumbai: German personal care brand Sebamed has unveiled its latest campaign- a satirical, tongue-in-cheek take on the tall claims peddled by hair care brands under the garb of the “Conditions Apply” disclaimer.

    The commercial urges consumers to switch to its ‘scientifically superior’ shampoo that comes with “No Conditions Apply”, unlike the claims made by its rival shampoo brands.

    Conceptualised by The Womb, the ad has been shot in a courtroom, where the personification of the commonly misused ‘Conditions Apply’ (personified by the actor, Liliput) is on trial. The judge portrayed by actor Ratna Pathak questions ‘Conditions Apply’, and the accused pleads not guilty to all the charges and puts the onus squarely on the hair care brands for hiding the truth from consumers under its facade.

    “This campaign has the perfect recipe of How Not To Make A Shampoo Commercial. Jokes aside, we have no beauty shots, no product demo and no false claim. The truth is that most shampoo brands hide in the garb of a tiny little ‘Condition Apply’ asterix. So, we just wanted to communicate that in an interesting way. With Ratna Pathak Shah and Lilliput ji under Rensil’s direction, we are confident the consumers will know this Sach,” shared The Womb creative head Suyash Khabya.

    The brand is known for taking on other brands earlier too, through its series of ads and campaigns such as #PrathamSnanSe, #FilmstarsKiNahiSciencekiSuno, #SirfScienceKiSuno which targeted its rival brands directly, while nudging consumers to ask unasked questions regarding the popular brands’ products.

    Commenting on the latest campaign, head- Consumer Business, Shashi Ranjan shared, “Hair loss is one of the biggest concerns for both male and female consumers. Sebamed continuously conducts consumer studies to understand hair concerns and formulates efficacious solutions with pH5.5 benefits. Through “#NoConditionsApply” campaign we are addressing the need of discerning consumers by unravelling the truth behind anti hairloss product claims. We are confident that our honest and differentiated messaging around hair loss will resonate with our audience.”

  • Kerovit launches new TVC with Ranveer-Anushka

    Kerovit launches new TVC with Ranveer-Anushka

    Mumbai: Faucets & sanitaryware brand Kerovit, from the house of Kajaria, has launched a new television ad campaign featuring actors Ranveer Singh and Anushka Sharma.

    The commercial, titled ‘Freedom 3.0’ carries forward the brand’s expression ‘Kerovit is Freedom’ showcasing a bathroom as a space to express, and unwind.

    “Both these superstars are inspiring, dazzling, stylish and certainly unique. They also exhibit incredible versatility and that just goes to show that they have the feeling of “freedom” deeply rooted within. This coincides with our brand strategy and hence made our association like peas in a pod,” said MD Kajaria Bathware and JMD of Kajaria Ceramics Rishi Kajaria.

    The company has previously released campaigns starring Anushka Sharma, dubbed 2.0. To take it a step further, the new campaign has been dubbed 3.0 in an effort to revamp the brand’s style quotient while also hammering the brand expression of ‘Freedom.’

    “We believe that Ranveer Singh has always embodied the feeling of ‘freedom,’ and the common thread of craziness, style, and uniqueness. This makes us the perfect match. As a prominent figure in the Indian film industry, Anushka Sharma has always been a fan favourite and has delivered nothing but brilliance in her craft. We saw her as an inspiring icon and felt that she perfectly fits our brand’s narrative of freedom,” said Kajaria on the choice of brand ambassadors.

  • Star Sports launches campaign for PKL 8 with MS Dhoni

    Star Sports launches campaign for PKL 8 with MS Dhoni

    Mumbai: Star India, the official broadcaster of Vivo Pro Kabaddi League season 8, has unveiled its campaign #JoBhidegaWohBadhega, starring Indian cricketer MS Dhoni.

    After a two-year hiatus, Vivo Pro Kabaddi League season 8 will start airing from 22 December onwards on Star Sports network and Disney+ Hotstar.

    The ad spot cinematically envisages diverse stories featuring the youth of today, who will not bow down to any sort of pain, pressure or bullying and overcome such staunch challenges with equal aplomb. An injured player braving the pain for his team, a young girl fighting against harassment from a group of boys or junior resisting from being ragged by his seniors at a hostel are some of the stories featured in the brand film.

    Moving away from its previous caravan format, Vivo PKL Season 8 will be held at a single venue in Bengaluru. The tournament will feature Triple Panga (Triple Headers) on the first four days in the opening week. Bengaluru Bulls will square off with U Mumba in the opening match. The highly anticipated ‘Southern Derby’ between Tamil Thalaivas and Telugu Titans will be the second match followed by UP Yoddha squaring off with defending champions Bengal Warriors in the final match of the day.

    “We are thrilled to bring back Vivo Pro Kabaddi League after a two-year hiatus,” said Star and Disney India head – sports Sanjog Gupta. “Kabaddi has a strong following among millions of fans who missed the sport during the pandemic and can now re-engage with #LePanga. The campaign celebrates the indomitable human spirit which has to overcome all kinds of challenges, big and small. We believe Kabaddi exemplifies this very spirit in its gameplay as the raider dares to enter the opposition team’s half of the mat and takes on many defenders to triumph. Winning in life as in Kabaddi needs us to press forward with belief and take challenges head-on. ‘Jo Bhidega Toh Badhega’ stands for this common truth.”

    “The action-packed sport requires quick thinking, situational awareness, swift moves and a daring attitude, which combined with Disney-Star’s unrivalled and innovative coverage makes it a compelling watch,” he added.

  • Vim paves way for a new perspective in its latest campaign

    Vim paves way for a new perspective in its latest campaign

    Mumbai: Women are successful thriving in numerous fields. They have big dreams and take pride in expressing themselves – as homemakers, artists, or as CEOs. Caregiving and household chores are only a part of their responsibilities, but societal limitations of defining them only through chores, obstruct them. Vim’s latest ad campaign – ‘Nazariya Badlo, Dekho Bartano Se Aage’ is a nudge to society to see women beyond archaic roles.

    The TVC is a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership.

    Home Care South Asia – executive director and VP Prabha Narasimhan said, “Vim has helped make the dishwashing process easier and hassle-free over the ages. We are inspired by the successful women around us who excel in whatever they do, being homemakers and decision-makers. They are already way more than chores, but sometimes get limited by society’s definition of chores being a woman’s primary responsibility. If we offload them from these societal stereotypes and the stress caused by them, there is so much more they can and will be. At Vim, that is precisely going to be our endeavour with ‘Nazariya Badlo, Dekho Bartano Se Aage’.

    Lowe Lintas chief creative officer Prateek Bhardwaj said, “This campaign speaks to the mindset that when a man does the dishes, he’s ‘helping’ the woman of the house. An act for which society applauds him, when in fact it’s something that he should be doing as a member of the household. Nudging the society to realize this double standard that exists was at the heart of this campaign. “

  • Eyes on the billboards again, as OOH business rebounds

    Eyes on the billboards again, as OOH business rebounds

    Mumbai: As the markets and public spaces open up and consumers’ mobility return back to normal, the OOH (Out-Of-Home) industry is rebounding from a long phase of shutdowns. The festive season in India this year witnessed a resurgence in OOH campaigns as the industry shifted gears and advertisers adjusted their game plan to take advantage of the evolving OOH landscape.

    “Though the internet gained momentum in the last few years, people are always going to be spending time outdoors, including a significant amount of time commuting. That means there will always be opportunities for companies to make an impact and grow their brand using attention-capturing, visually appealing billboard advertising,” said Posterscope OOH country head Imtiyaz Vilatra.

    OOH has always been a critical part of the media mix for most marketers, and it was also the one which was hardest hit by the lockdown. But, it is slowly reviving as vaccination drives gain pace, offices open up and economic activity revives. The festive period also saw a flurry of campaign launches from across categories such as OTT, Retail, Education, Automobile & BFSI.

    “We witnessed more than fifty campaigns in a span of forty days- campaigns where OOH has been an integral part- Parle, Airtel, Viacom18, Tata Sky, Bike Bazaar, to name a few,” said Vilatra, adding, “We have been able to drive measurability data and deliver better ROI through our Location specialist capabilities for our clients and the response has been great.”

    As India lifted lockdown restrictions, major brands such as Tanishq, Tissot,  Titan, Croma, Kotak Mahindra Bank, Raymond unveiled festive campaigns, and so did new age brands like Rapido, Tendercuts and Bumble. The women-first social networking & dating app launched exclusive out of home campaigns across major cities like Mumbai, Delhi and Chennai that grabbed eyeballs, leveraging the medium featuring taglines with humorous, localised takes at dating culture.

    Laqshya Media Group also executed a multi-city high decibel OOH campaign for Hero Lectro E-cycles. The campaign encompassed a mix of large format media units, cluster brandings and other unconventional mediums across all cities.

    “A host of brands are choosing OOH – not only as a medium, but as one of the lead mediums. Across the country, the biggest spenders straddle industry verticals from Real Estate to Automobiles, from insurance to OTT, and from Jewellery to electronics (D2C as well as Legacy,” said Laqshya Media Group chief strategy officer Sai Nagesh. “During the month of October, we executed several prominent campaigns for clients like Tanishq, Maruti Suzuki etc, amongst others.”

    He cites two recent innovations executed by the agency-  cluster advertising used by Titan to dominate a geography across its brands, Titan watches and Tanishq and 3-dimensional billboards used by Maruti Suzuki for its brand Celerio- to highlight his point.

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    Agencies also highlight how brands today are becoming highly data-centric and using advanced algorithms to measure the impact of various media available to them. “On our part, we have been sharing advanced OOH metrics off our proprietary platform SHARP that is able to generate the measure of quantum and quality of traffic across 32 cities in India along with metrics like Nett Reach & OTS. This has also aided the clients in re-allocating significant funds for OOH,” added Nagesh.

    The best measure of whether OOH campaigns are truly ready for a comeback after the pandemic-induced hit it took is the traffic on the roads. And the traffic back on streets is a positive sign for both businesses and media partners. Some of the agencies also tracked the mobility trends during the course of the pandemic and updated their clients. With people moving out after the pandemic-induced lockdowns, the traffic has also resumed across all roads.

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    Out of Home advertising as a fast-growing industry is only set to develop further with advanced AI-powered tools that aid in accessing appropriate locations in each city to reach out to the core TG of the campaign and new technology trends over the year. A medium that was once static images with simple captions now also features interactive and electronic billboards with DOOH (Digital OOH). Brands can be much more creative with how they reach customers in all demographics using these latest innovations.

    Across the world, the OOH and mobile media are fast moving towards convergence. There is even data to show that OOH + Mobile advertising produces better recall than any other medium, according to a PJ Solomon study conducted in the US. “Unlike digital advertising, people can’t skip, quickly scroll past, use ad-blocks or avoid billboards using premium subscriptions. I think in a smartphone world, the biggest screens still matter,” summed up Vilatra.

  • PT Usha doubles up as high-speed chef in KFC’s new campaign

    PT Usha doubles up as high-speed chef in KFC’s new campaign

    Mumbai: KFC India has announced the launch of their new ‘Express Pick-up’ service endorsed by none other than the Queen of Speed – PT Usha herself.

    “Place a pick-up or takeaway order on the KFC App or website or walk into the restaurant to place a takeaway order and we will ready that order for pick-up in seven minutes,” the brand promises in its campaign film which shows the legendary sprinter doubling up as a high-speed chef in the KFC kitchen. The campaign film promises ‘Taste Amaze, Mile Tez’ as orders are readied for pick-up in seven minutes, else customers are offered a piece of Hot & Crispy chicken free.

    The film opens with two customers walking into a KFC restaurant and reading about the seven-minute Express Pick-up promise. Not quite believing it, they joke about how the order must be prepared by PT Usha, because how else would it ever be ready in seven minutes. Next, they see the Colonel blowing a whistle to mark the start of time and the chicken gets prepared in the kitchen, going through different stages to finally being packed, ready to be picked-up by the customers. The customers can’t believe what they are seeing – PT Usha serving the order, but more so that their order is actually ready within seven-minutes.

     

     

    KFC India chief marketing officer Moksh Chopra said, “The legend PT Usha epitomises all things speed and who better to convey our new Express Pick-up service than her. So if you are out and need to pick up some KFC on the go, or have a group of friends visiting and need to pick-up KFC favs for all, simply go for KFC’s Express Pick-up. Our seven-minute promise is a key differentiator, ensuring minimal waiting time for the order. So, get set to give in to your KFC-ravings in just seven minutes, kyuki haan, PT Usha bana rahi hai!”

    “While ‘speed’ is certainly thrilling for me, this even takes it a notch higher with express. The concept itself was so exciting that I jumped at the opportunity of featuring in the campaign, alongside the beloved Colonel,” PT Usha said.

    Ogilvy North chief creative officer Ritu Sharda said, “Since we’ve been kids, speed has had only one name: PT Usha. The fact is, even now, PT Usha is the icon for speed in India. So, for KFC’s super-fast take away service, there could be no better endorser to say ‘seven minute matlab seven minute’.”

  • Urban Company launches free-video consult for appliance repairs

    Urban Company launches free-video consult for appliance repairs

    Mumbai: Tech-enabled home services marketplace Urban Company has now launched free video consultation for consumers for all its appliance repair services. The company will now help consumers to understand the exact issue and provide a diagnosis and cost estimate all through a video call.

    Sometimes an issue can be solved by consumers themselves with the guidance of an expert. For example, if your refrigerator is leaking, it could be something as simple as the drain cap getting blocked. In case it is a major issue, the expert will diagnose the problem instantly and recommend a technician visit.

    The free video consults will be provided to all its customers across India, by senior experts with over 15 years of experience in the appliance repair industry, it said on Wednesday. Given that knowledge is power, the focus is to give control back to the consumers in the whole repair process, it added further.

    Urban Company senior vice president- marketing Abhinav Tyagi said, “One of the biggest issues consumers face whenever an appliance breaks down is the confusion and anxiety during the whole repair process, especially if they face overruns in both time and costs versus what they had estimated. We have launched a free and instant video consult service for repairs so that our senior experts, who have over 15 years of experience, can help our consumers with accurate diagnosis and correct estimates without having to invest significant time or money. We believe this advice will help our consumers make informed decisions whenever they need.”

  • Battlegrounds Mobile India tackles obsessive gaming in new campaign

    Battlegrounds Mobile India tackles obsessive gaming in new campaign

    Mumbai: Online gaming has taken off in a big way in India, becoming a virtual social gathering for gamers and even a collective obsession for many. However, the fun and entertaining activity also has the potential threat of turning into an addiction that could lead to serious long-term effects.

    It is this concern that the South Korean video game developer of Battlegrounds Mobile India (BGMI), Krafton previously known as PUBG Mobile- a popular multiplayer game title in India, hopes to address through its new campaign ‘Game Responsibly’.

    Conceptualised by DDB Mudra, this is a first-of-its-kind campaign from a major video game developer. As a revamped version of PUBG Mobile, BGMI faced issues with a negative image and negative sentiments, not only among their players but also among the players’ parents and the government. Hence, the primary objective and challenge of the ‘Game Responsibly’ communication, a DDB Mudra spokesperson told Indian Television, was to craft one cohesive message that would speak not only to the gaming audience that loves to play round the clock, but also their friends and family.

    “The goal of this film was to assure the audience that it’s safe to play BGMI by promoting the various efforts taken by Krafton to this end, including a virtual world warning message, OTP-authenticated controls, break-time reminders, three-hour gameplay limits, in-game spend limits, among other,” said the company’s spokesperson. “The measures implemented by BGMI now bring a significant degree of control into the hands of parents. Thereby, the previously annoying behaviours of their gamer children need no longer be a source of incessant disturbance in their lives. This came from the realisation that being able to monitor and exercise a degree of control over their child’s excessive gaming habits would give parents the peace of mind they desire.”

    The newly launched film, directed by Abhinav Pratiman and produced by Amarjeet Phukan from the production house of Early Man Film, tackles the core problem of over-gaming with humour while highlighting BGMI’s in-game parental-control features.

    The films address the physical, mental, and social implications of obsessive gaming, while showcasing the other features that BGMI has built into the game. By educating all the audiences and the gamers themselves with a lighter, relatable, and non-preachy narrative, the campaign shows that there are simple solutions for the obsession.

     “When it comes to a conversation on Responsible Gaming, there’s no real benefit in talking down. People don’t like to be preached to. So, we took a lighter, more relatable approach. And we brought everyone into the conversation: gamers, their families, and their friends. The films are unexpected and fun, but always human,” said DDB Mudra creative head – South Vishnu Srivatsav.

    “We care deeply for our gamers, hence we acted. These changes have been made to ensure responsible gaming practices are adopted by gaming enthusiasts, especially minors. It also asserts the integrity and fairness of our business practices of putting community first. Yes, we aim to offer our best entertainment and experiences to our gamers, but at the same time mental and physical health of our players remains one of our top priorities,” said Krafton- head of Battlegrounds Mobile Division Wooyol Lim.

     To drive the message of responsible gaming further, BGMI plans to reinforce the campaign’s key visuals with in-game billboards and banners. Furthermore, Krafton has launched a microsite that features the campaign and additional content to encourage moderated gaming practices.

  • P&G Health raises awareness on Anaemia with a Guinness World Record

    P&G Health raises awareness on Anaemia with a Guinness World Record

    Mumbai:  Procter & Gamble (P&G) Health & the Federation of Obstetric and Gynecological Societies of India (Fogsi) have created a unique world record for the largest number of videos of people saying the same sentence uploaded to Facebook in one hour.

    The campaign was planned to raise awareness on Iron Deficiency Anaemia. Over 2000 people participated in this video series and uploaded their version of the video on social media, said the company.

    Guinness World Records official adjudicator Rishi Nath shared that the record for Most videos of people saying the same sentence uploaded to Facebook in one hour was never attempted before.  

    P&G is raising awareness about iron deficiency in India, which is carrying the largest burden of anaemia globally, contributing to an estimated 80 per cent of maternal deaths with almost 53 per cent of pregnant women being anemic, according to National Family Health Survey-4 (NFHS-4).

    Iron deficiency is a leading cause of anaemia, especially among women and adolescent girls, leading to stunted growth, irregular menstrual cycles, fatigue, and loss of energy among other issues.  Further, seven out of every 10 children aged 6-59 months in India are anaemic.

    Procter & Gamble Health managing director Milind Thatte said, “By doing this we aim to raise awareness on iron deficiency anaemia, help people identify early symptoms, and take measures to overcome them. We are committed to continued efforts towards the day when we, as a country, will be free from Anaemia.”

    FOGSI president Dr Shantha Kumari said it was an important milestone, wherein people and medical practitioners from across the country have come together to contribute towards creating awareness on Iron Deficiency Anaemia and its associated problems.