ITV

Tag: Campaign

  • ALTBalaji launches monsoon special #ALTBINGEATHON campaign

    ALTBalaji launches monsoon special #ALTBINGEATHON campaign

    KOLKATA: ALTBalaji has introduced its latest monsoon campaign #ALTBINGEATHON to take a fun route to raise awareness around staying safe at home amidst the pandemic and lift spirits by binge-watching ALTBalaji’s entertaining content library.

    With 80 per cent of its audience aged below 35 years, ALTBalaji introduces this quirky campaign for the youth that encourages everyone to stay at home safely while giving them a wide variety of captivating content to explore and enjoy, the platform said in a statement.

    The OTT platform has also rolled out a social media campaign, reminding people to log into ALTBalaji and binge-watch their shows, amidst monsoons, with an engaging video.

    Speaking on the campaign, ALTBalaji’s marketing & revenue SVP Divya Dixit said, “Monsoon is the perfect weather to get into our cozy space and enjoy binge-watching our favourite shows while we relish the rains through the window. #ALTBINGEATHON is a reminder to our audience to go back and watch those shows they always wanted to. With 84+ Hindi original shows across all genres, we want our audiences to be spoiled for choice. We can only promise more and more entertaining content going forward.”

    With a strategy to focus on youth programming for the country, ALTBalaji’s offerings include premium, disruptive content and original series across genres. The company boasts of 4.7 million subscriptions during the year and currently has an active subscriber base of over 2.3 million.

  • ‘Yaadon Bhari Pyaali’, Society Tea stirs nostalgia in latest campaign

    ‘Yaadon Bhari Pyaali’, Society Tea stirs nostalgia in latest campaign

    Mumbai: Homegrown brand Society Tea has launched the latest campaign, ‘Yaadon Bhari Pyaali’, which underlines the brand’s legacy and bond over the last 30 years with its customers.

    The film beautifully depicts the very foundation of our existence that shapes us for tomorrow. It features a young man, who returns to his ancestral house after a long time to take his old caretaker with him. The caretaker, who he calls ‘Kaka’, realises that the young man has lost his bond with the house he grew up in.

    The creative showcases how the familiar smell and taste of Society Tea takes him back to his childhood days and reminds him of all his memories in the ancestral house. He eventually ditches the plan to sell the old house and makes a pact with Kaka that he would keep returning.  

    The short film that credits Sukumar Menon as the creative head, is directed by Shirish Daiya and has music composed by Joell Mukherjii, with a nostalgia-inducing number written & rendered by noted lyricist Swanand Kirkire.

  • Thums Up’s Olympics 2020 campaign celebrates hope and resilience

    Thums Up’s Olympics 2020 campaign celebrates hope and resilience

    New Delhi: As India enters its 100th year of participation at the Olympic Games this July, Thums Up has set out to celebrate the historic feat and salute the real heroes – the athletes who overcame tremendous odds to reach where they are today. The home-grown brand on Wednesday announced its worldwide partnership with the international event which is set to begin in Tokyo Games to be held in Tokyo on 23 July.

    As part of the partnership, Thums Up has launched its new campaign – Toofan wahi jo sab palat de, that tries to capture the mood of not just the athletes representing India at the Olympic Games, but the entire nation. “The upside down Thums Up bottle is a visual symbol that celebrates determination, strength, and the fierce challenger spirit,” said the company on Wednesday. “Every bottle in the hand of every consumer is now also their voice to ‘Palat De‘ all the naysayers who say they can’t or shouldn’t do it.”

    Ogilvy India, chief creative officer, Sukesh Nayak said, “Completely turning the conversation upside down, it’s a game changer that takes the brand a notch higher. We believe it very well captures the emotion of the nation, when it comes to the Olympic athletes, our real heroes.”  

    According to the company, the task at hand was to create a brand shift, without taking away anything from it and to make the campaign relatable and emotional, without disturbing the DNA of the brand. The first film was launched on Tuesday, which was directed by Shashanka Chaturvedi in association with the production house- Good Morning Films. The uplifting tone of the campaign perfectly complements Thums Up’s repositioned brand message of resilience and real heroism of everyday people.

    Ogilvy India (north), chief creative officer, Ritu Sharda said, “All of us have faced these naysayers, telling us what we can and can’t do. The emotion is real and relatable. And that’s why we think the idea is going to cut through the masses and turn into a cheer-storm for our athletes. Of course, the idea lives beyond a campaign and is a personal statement for anyone to say ‘Palat De’ to any challenge”

    Coca-Cola India and Southwest Asia, vice president and head of marketing, Arnab Roy said, “Consumers are at the heart of Coca-Cola’s beverage portfolio. The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. Our partnership is a statement of empowerment, and our intent is to instill the ‘thunder’ of hope and strength amongst our consumers. The new upside down Thums Up bottle is a visual symbol of resilience that people showcase in their daily lives, against all odds.” 

  • OPPO India ropes in Ranbir Kapoor to play messenger in latest campaign

    OPPO India ropes in Ranbir Kapoor to play messenger in latest campaign

    MUMBAI: Global smart devices brand, OPPO announced the launch of its latest campaign with Bollywood heartthrob Ranbir Kapoor as he gets set to dribble up some excitement for customers across India.

    As a part of the #SayItWithRanbir campaign, starting 5 July, the Bollywood star would be all out to sweep fans off their feet as he delivers curated messages to their families, friends, and dear ones. The chosen messages would be recorded using the industry-first ‘bokeh flare portrait video’ feature of the soon-to-be-launched 5G super phone Reno6 Pro 5G and the Reno6, stated the brand.

    OPPO has opened the campaign for fans to share the messages for their loved ones through Instagram using the hashtag #SayItWithRanbir for the next seven days. Among all the requests received, four select messages will be chosen via lucky draw to be delivered by the Bollywood actor on OPPO’s Instagram channel as part of the campaign.

     

     

    OPPO India chief marketing officer Damyant Singh Khanoria said, “We are delighted to partner with Ranbir Kapoor for this campaign ahead of the launch of the much-awaited Reno6 series, slated to up the innovation quotient with the game-changing Bokeh Flare Portrait video feature that captures every emotion in portrait, delivering absolutely professional-grade video experiences. With somebody as popular as Ranbir Kapoor joining hands with us for this campaign, we believe the excitement quotient is expected to definitely go up. Through this campaign, we present you with a once-in-a-lifetime opportunity to dedicate messages to your loved ones through Ranbir, capturing his video on the upcoming OPPO Reno6 series smartphones. I am really excited about this, stay tuned and get ready to #SayItWithRanbir.”

    Speaking on the campaign, Ranbir said, “I am more than delighted to be partnering with a brand as prestigious and innovative as OPPO. This campaign is something I personally resonate with; this is indeed a brilliant opportunity for me to engage with my fans directly and do that in a fun kind of way.  Honestly, I loved the OPPO Reno6 series, these phones are amazing, pack a superb host of features and capture breath-taking videos, like a perfect studio in your pocket. In fact, you will get to see vivid emotions in each and every video or portrait you capture, using this phone. I am really looking forward to sharing some ecstatic messages, recorded using these brilliant devices. Keep an eye on OPPO’s Instagram handle to find out more!”

    OPPO’s Reno series is set to be launched in India on 14 July on its official website and social media channels.

  • Tide reminds people of the value of time in new ad

    Tide reminds people of the value of time in new ad

    MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown.

    The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic.

    The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother’s dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many.

    Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for!

    “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection,” P & G India-fabric care chief marketing officer and vice president Sharat Verma said. “Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.”

    Leo Burnett – South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”

    MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown. The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic. The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother’s dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many. Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for! “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection,” P & G India-fabric care chief marketing officer and vice president Sharat Verma said. “Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.” Leo Burnett – South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”

  • Britannia Good Day gets celebrities to swap roles in its new campaign

    Britannia Good Day gets celebrities to swap roles in its new campaign

    Mumbai: Bakery Foods Company, Britannia Industries Limited has roped in entertainment industry stalwarts for their latest campaign.

    Under the most seemingly familiar things in life, lie the happiest surprises! Britannia Good Day brought to the table a first-of-its-kind campaign full of fun, swaps, and surprises.

    The brand roped in key influencers including the renowned Tollywood director Gautham Menon, Karan Johar, Udit Narayan, Baba Sehgal, and south Indian entertainer RJ Balaji. Each with their distinctive styles and nuances surprises the audience in a never-seen-before avatar.

    One of the videos show Karan Johar trying his hand at stand-up comedy, while Zakir Khan is hosting one of Johar’s shows, then the 90s famous rapper Baba Sehgal is seen singing Udit Narayan’s romantic song, while the singer is seen doing a rap. All the celebrities perform the surprising acts as a teaser for a bigger surprise – the Britannia Good Day Surprise pack.

    The brand is keeping the surprise under wraps and urging customers to go and buy one.

  • Mamaearth showcases cherished moments with #ChampiConfessions

    MUMBAI: Personal care brand Mamaearth highlights playful exchanges between loved ones during ‘Champi Time’ in their new campaign #ChampiConfessions. The light-hearted banter perfectly captures those cheeky moments when unintentional confessions come flowing out of us when we are in our most relaxed state-getting a head massage.

    The ads showcase the endearing moments when Champi time reaches peak relaxation, allowing recipients of the head massage to become loose-lipped-spilling playful confessions to each other. The campaign is set to make a splash across all digital and social media channels and will be promoted by the brand’s core influencers as well.

    Mamaearth VP-marketing, Sambit Dash comments, “Champi is an age-old tradition practiced in every Indian household. We want to encourage everyone to celebrate this time with their loved ones as they have a much-deserved downtime. #ChampiConfessions highlights these special moments and with the catchy jingle, we want to engage with the consumers and get everyone grooving to it.”

    The brand is no stranger to showcasing authentic moments shared between family members, as evidenced by their recent national commercial which brought actors and the mother-daughter duo of Sara Ali Khan and Amrita Singh together on-screen for the first time. The actors were seen together indulging in fun banter.

  • Bangla TV viewership sees sustained rise; Assembly polls insulate from Covid blow

    New Delhi: Even as the TV markets across the country reeled under the second wave, the regional Bangla market was insulated from its severe blow. The high-octane Assembly elections, which were also the longest-ever state polls to be held so far, kept the industry abuzz with a sustained rise in viewership.

    Overall, the viewership of Bangla news increased by 30 per cent during week 13-17 when the election process was underway, according to Broadcast Audience Research Council (BARC) data. The number of active advertisers on Bangla news channels also rose by 11 per cent during the election period, coupled with a 12 per cent growth in ad volume, as some national news networks also expanded their footprint into Bangla news to cash in on the election fervour.

    The data was presented by Broadcast Audience Research Council (BARC) India, head, client partnership & revenue function, Aaditya Pathak during the inaugural edition of the Tele-wise Bangla – the power of television organised by Indiantelevision.com on Tuesday. The day-long event was organised in partnership with Zee Bangla and witnessed insightful discussions with representatives from the field of television, advertising, marketing, and media.

    Impact of Second-wave & elections

    According to BARC, the overall television viewership across markets was subdued during the second wave. However, West Bengal witnessed less severe impacts, according to BARC. The state saw an eight per cent drop in viewership compared to last year, while the impact was much more severe in neighbouring Odisha, where the viewership declined by 18 per cent and north-eastern states of Assam and Sikkim where it dropped by 22 per cent.

    “In terms of Genres, the viewership for GECs sustained well during the second wave, with minimal disruption of original content. But, Bangla news and movie channels recorded higher viewership than the pre-Covid levels of 2020, partly on the back of tailwinds from elections,” said BARC India, head, client partnership & revenue function, Aaditya Pathak.

    West Bengal TV Market

    West Bengal contributes roughly 15.3 million TV households (6.6 per cent) to the overall national TV market of 210 million TV households. This share has increased over the last three years, from 5.9 per cent in 2019 to 6.6 per cent in 2021, contrary to the viewership trends seen in Maharashtra/Goa, south, or the Hindi-speaking markets (HSM). (All India, 2+, Total TV viewership in AMA ‘000, weekly avg). Also, while the daily tune-ins fell across markets in 2021, they remained higher in West Bengal vs 2019 levels, showed BARC data.

    As of 2021, the state has 35 channels on air that are part of the BARC ecosystem, out of which 21 channels are free-to-air (FTA), while 14 are on pay platforms. This includes 13 GECs, 10 news channels, six movie channels, four for music, and one each for kids and sports. The free platform contributes to 1.9 per cent of the TV viewership, while the share of the Pay platform stands at 98.1 per cent.

    However, unlike other regional markets like Maharashtra where Hindi rules TV viewership, the West Bengal TV market is dominated by its local language, Bangla which contributes 65 per cent to the overall TV viewership in the state, while Hindi’s share is 33 per cent. “In fact, Bangla is the fifth largest language in terms of TV viewership in the country, closely followed by Marathi,” said Pathak, “The average time spent on TV in West Bengal is also quite comparable to the Hindi-speaking market (HSM) average.”

    Since 2019, the overall ad volume share for Bangla channels has not wavered much since 2019 and remained in the 8-9 per cent range compared to the all-India levels. “It’s a GEC-driven market and the ad volume shares for Bengali GEC and movies have demonstrated growth over the years of 13 per cent and 22 per cent, respectively. However, news channels have witnessed a decline in ad-volume of almost 13 per cent compared to 2019,” said Pathak.

  • ‘What if people Vlogged their periods’, ask Paree in its latest campaign

    Mumbai: Women-centric hygiene brand Paree has been promoting progressive and open dialogue to address the ‘real issues’ related to menstrual hygiene. Be it rashes, heavy flow, or conversation with the family, it has believed in normalising the conversation around menstruation.

    Keeping this thought in mind, Paree has launched the digital campaign #APadThatBreathes with Kusha Kapila and other influencers to introduce the newest addition to its premium product range – Paree Prima Sanitary Pads and Panty liners through creative and humorous content.

    As a part of the campaign, the videos by Kusha Kapila and other influencers hilariously depict the situation ‘if people vlogged their periods’. The campaign is a step forward in starting a discussion on an important subject and highlights the most important aspect of a sanitary pad- its breathability, and the benefits that Paree PRIMA offers even during heavy flow days.

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Kusha Kapila (@kushakapila)

     

    With over eight lakh views on Instagram alone, the campaign has grabbed eyeballs, even as it triggers crucial conversations around rarely-openly-discussed menstruation-related anomalies and worries experienced by nearly half our population.

    Soothe Healthcare founder & CEO Sahil Dharia said, “We are a women-centric brand, who understands her hygiene needs. Paree’s brand proposition has always been of HEAVY FLOW CHAMPION and with this launch, we want to focus on the premium offering giving her a gentle and irritation-free experience. To launch Paree Prima we took the route of wit and humour to open the dialogue on the importance of her needs and features that a woman looks for in the product. Through this campaign, our call to action for women is to provide them with the pad which lets them breathe and keeps them fresh at all times.”

    Commenting on the association with Kusha Kapila, Marketing general manager Samta Datta said, “Launching premium products during a pandemic, especially with severe restrictions around, can demand marketing to start with innovative thinking. With the Paree Prima launch, we intend to break the culture of silence in the category with a touch of humor. An intimate & funny glimpse of the period blues is the kind of content that our TG will engage on their phones today”.

    Paree Prima packaging being a mono carton comes with a biodegradable pouch so that the pad can be disposed of in an environmentally safe way, the brand said. The products are exclusively available on Nykaa, Amazon, Flipkart & Purplle, for now.