ITV

Tag: Campaign

  • CASE STUDY: How the ABP Majha & UNICEF tie-up aided Covid relief

    CASE STUDY: How the ABP Majha & UNICEF tie-up aided Covid relief

    Mumbai: The ten-day-long festival of Ganesh Chaturthi is usually one of the most awaited events in Maharashtra. But as the deadly wave of the Coronavirus outbreak swept through the country last year, the celebrations marking the birth of Lord Ganesha were also muted.

    To mark the occasion amid the pandemic restrictions in 2020, Marathi news channel ABP Majha, in collaboration with UNICEF launched a special donation drive initiative– ‘Be a Vighnaharta’ (Be a Remover of Obstacles).

    The initiative raised funds through a 16-day TV campaign to support the people affected by the pandemic. The funds raised were used to support vulnerable families, through UNICEF’s Jeevan Rath initiative in the state of Maharashtra. The initiative brought over 60 public and private NGOs together to help provide supplies of dry ration kits, conditional cash transfers, and livelihood protection to people who are unable to afford or access these supplies in sufficient quantities.

    Ganesh Chaturthi was celebrated on 22 August last year. ABP Majha ran the campaign from 6 August 2020 to 21 August 2020. The news channel broadcasted 1,350+ minutes of content including stories of people affected by the pandemic, urging viewers to donate and help reach supplies to the affected families. After launching the heartfelt campaign and donation drive with UNICEF, ABP Majha kept the viewers engaged through special programming and a unique virtual engagement initiative – Bappa Maze Game. It committed to adding more zing to the festivities with its flagship property ‘Bappa Majha.’

    The channel broadcasted Live Artis and extensive coverage of Ganapati celebrations last year to keep up the festive pomp and revelry in the bleak scenario of the pandemic, along with telecasting Donation Drive snippets throughout the day. The channel partnered with famous pandals across Maharashtra, such as Siddhivinayak Temple & Dagdusheth Ganapati, to bring the essence of festivities to the viewers’ homes via their TV screens.

    Known for beaming exceptional content during the festive season, ABP Majha usually surpasses all channels in terms of viewership within the Marathi News genre. Last year was no different. The channel was armed with a comprehensive line-up of shows including Bappa Tumchya Ghari – A celebrity-engagement show, which brought alive the celebrations of Ganapati directly from the homes of various eminent personalities; Bappa Majha – a show which included a Ganapati News Bulletin and Ashtavinayak Yatra, covering the eight ancient holy temples of Ganesh with celebrities Sachin & Supriya; ABP Majha Pooja – an everyday show which aired the celebrations straight from ABP Majha’s office to forge a special bond with the viewers; and Majha Vighnaharta – an award show to felicitate ‘humans for humanity’, who have positively contributed towards the betterment of their communities.

    To further elevate the engagement quotient, ABP Majha hosted a Gharghuti Ganapati Contest, wherein the viewers were asked to send pictures of their Ganapati & Ganapati celebrations. Out of the submissions, 10 best entries were shown on-air and provided with a gift certificate.

    On the virtual engagement front, ABP Majha launched an innovative game called Bappa Maze, which is based on the idea that Lord Ganesha is our Vighnaharta and through the game, players can remove the obstacles that come in the way of Lord Ganesha by completing the maze. The game was hosted on the Bappa Majha Microsite. At various places in the game, users get a chance to gather ladoos and other items to win bonus points. To heighten the excitement, Weekly Top 10 Winners on the Leaderboard of the game were then declared on the Bappa Majha Show at 6:30 pm from 22nd August to 1st September 2020.

    On the special donation drive, ABP Network CEO Avinash Pandey said, “As a responsible network, we are taking up this initiative as a part of our continuous work in community upliftment. We are committed to making available immediate aid to children and families affected by the pandemic ahead of the biggest festival of India’s financial capital. Festivals are all about vibrancy and high spirits, and during this time, we want to uplift the lives & spirits of low-income groups whose earnings depend on Ganapati celebrations. We hope this effort will help them lead better lives.”

    On partnering with ABP Majha, UNICEF chief of Maharashtra office Rajeshwari Chandrasekar said “We are glad to associate with ABP Majha news channel for our initiative ‘Jeevan Rath’ in Maharashtra. The socio-economic cost of the pandemic on the lives of children and their families is extremely high. Through this campaign, we intend to provide relief to the most vulnerable, excluded, and displaced populations in the fight against Covid-19.”

    With these unique initiatives in partnership with UNICEF, ABP Majha succeeded in raising funds for the Covid-impacted via its special programming as part of its flagship property ‘Bappa Majha’ in 2020.

  • Sony Sports strike a chord with its latest campaign ‘Sirf Sony Pe Dikhega’

    Sony Sports strike a chord with its latest campaign ‘Sirf Sony Pe Dikhega’

    MUMBAI: To highlight all the delightful and adrenaline-pumping offerings that the Sony Sports Pack has on offer, the brand has come out with a new film.

    Aimed at driving the Sony Sports Pack subscription, the latest campaign from Sony Sports highlights the consumer delight that Sony Sports brings about with its diverse offerings throughout the day, all year long. The short video humorously drives in the message that a Sony Sports pack is as essential to a happy family as roti, kapda aur makaan!

    The film juxtaposes two neighbouring families – The sporty Gupta Family, which is led by the renowned actor Ranvir Shorey and the not-so-sporty Mehta Family, which is led by the accomplished actor, Deven Bhojani- and the difference Sony Sports brings about in their lives.

    Through a series of quirky slice-of-life situations, the contrast between the Gupta Family, which has subscribed to Sony Sports Channels and the Mehta Family which hasn’t taken the subscription is brought to the fore.

    Where the Gupta family always has something to look forward to & celebrate together, the Mehta Family is shown to have a drab existence, always wondering at the source of their neighbours’ constant merry making.

    The film concludes with Guptaji excitedly reciting the fully-loaded product offerings of Sony Sports which keep his family enthralled, all day long, namely: WWE, UEFA Champions League, Euro 2020, Olympic Games Tokyo 2020, India tour of SL, India tour of England, and more! Finally, he recommends his neighbour, Mehtaji to subscribe to Sony Sports Channels as well, for the non-stop, year-long LIVE sporting entertainment.

  • HDFC Life’s latest digital campaign celebrates kindness

    HDFC Life’s latest digital campaign celebrates kindness

    Mumbai: HDFC Life has launched a campaign #TheRightStep celebrating stories of kindness and encouraging people to be the ray of hope in someone’s life through small acts of generosity during these difficult times. 

    The campaign aims to inspire everyone to take the right action and help fight this pandemic in whatever way they can. To spread this message, HDFC Life has created six ten-second videos with a selection of slice-of-life stories, showcasing everyday moments where people from all walks of life are contributing towards fighting the pandemic in their capacity.

    HDFC Life executive VP Vishal Subharwal said, “Our campaign #TheRightStep is our small initiative to recognize the everyday heroes around us while also encouraging the audience to follow their footsteps. With this campaign, we also wish to spread a sense of optimism with examples of how society has taken a selfless turn, and how with these small acts of kindness we can together fight this pandemic.”

    The stories revolve around one family, where each story sees one main character taking #TheRightStep and feeling a strong sense of contribution as a result of owning up to their duty and responsibility.

    Commenting on the challenge of creating a thought-provoking campaign that aligns with the brand’s philosophy of SarUthaKeJiyo, Logicserve Digital VP Manesh Swamy says, “Everyone’s morale was at a low, we thought this is the right time to encourage people to step up and do the right thing and help people navigate through these tough times. We wanted to convey how every single person can make a difference by taking the right step. Since a majority of the cities in the country were in lockdown, it was difficult to shoot but we managed to pull it off with all the safety norms in place. We hope after watching this, viewers get inspired to do the right thing.”

  • &pictures wins big at Global Digital Marketing Excellence Awards 2021

    &pictures wins big at Global Digital Marketing Excellence Awards 2021

    MUMBAI: &pictures began the award season on a high note by bagging three metals across ‘Global Digital Marketing Excellence Awards 2021’ for its innovative brand refresh campaign – On Nahi, Full On.

    At ‘Global Digital Marketing Excellence Awards 2021’ &pictures bagged three awards in prominent categories such as Best Brand Marketing Campaign, Best Digital Integrated Campaign, and Best Social Media Campaign.

    The campaign On Nahi, Full On was a strategic initiative to not just improve upon the brand resonance with their consumers but also reinforce the brand’s perception of being a fun and energetic destination. This was achieved through a well-rounded approach, highlighting the channel’s ideology through four-key brand pillars – Thrill, Feels, Punch and Masti. These brand pillars were exemplified through ‘&pictures Brand Shorties’ which showcased those strong moments in consumer’s lives where current reality and television viewership merged into a single entity.

    The campaign chain further connected the shorties to ‘Full On Bloc Party’. This unprecedented visual party was organised on &pictures social media channels where young and popular talents like Ishaan Khatter, Dolly Singh, Dhvani Bhanushali personified each of the brand pillars. To carry forward the inherent brand identity, the campaign was amped up through thrilling and fun-filled content blocks that played around three tenants – ‘Full On Blockbuster Premieres’, ‘Full On Thrilling Content’ and ‘Full On Hollywood’. Each content block catered to different needs and desires of the diverse audience set. This was further boosted through major movie premieres on the channel, culminating in the launch of an industry first initiative, a direct TV release of the &pictures original film Footfairy. 

    Leaving no stone unturned &pictures ‘On Nahi, Full On’ campaign delivered appealing engagement formats which resulted in striking the right chord with their target audience. The channel reaped major returns from the campaign, including 9.52 per cent increase in the channel GRPS and attainment of 67 million impressions across social media.

  • How 11 Wickets got puppet Pappinder Singh playing fantasy cricket

    How 11 Wickets got puppet Pappinder Singh playing fantasy cricket

    Mumbai : Pappinder Singh is a witty man. Pappinder Singh knows the difference between the smart and the naive. Also, Pappinder Singh is a puppet, but as humanlike as any one of us and he is now the face of 11 wickets, an online fantasy cricket league.

    11 Wickets has released a series of films to create awareness around its offerings. Along with the humanlike puppet, the campaign also features his roommate, a simple guy who takes everything Pappinder says on its face value without understanding it completely. This hilarious banter between the guy’s fascination for a particular food and Pappinder’s animated outburst at this guy’s simpleton arguments draws across an analogy between the unique features of 11 Wickets, creating memorable stories. 

    Conceptualised and executed by Shreyansh Innovations, one of Kolkata’s leading creative ad agency, the campaign has three films which are live across TV and all digital channels, including social media and OTT. 

    Ability Games managing director Suraj Chokhani commented on the campaign, “When the agency came up with this thought of onboarding Pappinder Singh for the campaign, we instantly liked it, because it was very fresh in the advertising domain as a whole. We believe this approach will get a lot of people talking about our brand and also our brand ambassador.”

    Shreyansh Innovations founder Shreyansh Baid says, “Today advertising is dominated with the excessive use of celebrities, and the same goes when it comes to promoting fantasy league platforms as well. We wanted to move away from this clutter and have a brand ambassador on board that people will truly relate to and remember for a long time.” 

    Adding to it, chief creative officer Debdarsan Dutta and creative director Vaishakh Jhunjhunwala from Shreyansh Innovations said, “Fantasy gaming is becoming a very huge domain with millions of players getting added every day. But what isn’t happening is the way these apps promote themselves. All of them look and sound the same when it comes to their offerings. That’s the barrier we wanted to break with a clutter-cutting campaign that doesn’t just talk about its unique features in an interesting way but also creates a high recall value for the consumers. We hope Pappinder Singh and his flatmate are able to do exactly that.”

  • Rasna goes beyond drinks with #LoveURasnaRecipes

    Rasna goes beyond drinks with #LoveURasnaRecipes

    MUMBAI: Instant fruit-based concentrate maker Rasna has rolled out a digital forward strategy this summer season. Known for its I Love You Rasna tagline for years, the brans has chosen to expand its usage and involvement in the kitchen by expanding its campaign to #LoveURasnaRecipes.

    The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. To strengthen the its presence and increase market penetration, Rasna has associated with popular rapper Mellow D. The influencer created a music video to invoke nostalgia by re-creating childhood memories around I Love You Rasna.

    The brand has also joined forces with Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. Apart from this, the brand has gone one step ahead and has associated with famous regional influencers in the food category like Veg Village Food, Simply Swadisht and others like Tastee with Kiruthiga   and   Cooking with Benazir. The influencers and chefs explored unique recipes like Ice Lollies, Orange Sponge Cake and Rasna Mango Chocolate Balls, Rasna Flavored Jelly and Rasna Mango Shake in which Rasna was used as an ingredient other than just a fruit drink, to make this summer season more enjoyable.

    The videos were posted by the influencers on their social media platforms such as Facebook, Youtube and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.

    Making things more interesting and engaging, influencers posed a challenge and invited the audience to participate by making their own unique recipes with Rasna. The brand will choose the top 10 winners and the best recipes will get mention in the recipe book.

    Grapes Digital founder & CEO Himanshu Arya said, “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”

    Rasna chairman Piruz Khambatta said, “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind?”.

  • MPL says ‘Hai Akal, Khelo MPL’ in IPL 2021 campaign

    MPL says ‘Hai Akal, Khelo MPL’ in IPL 2021 campaign

    MUMBAI: Cashing in on the IPL fever, skill-gaming platform, Mobile Premier League (MPL) has launched its latest campaign on TV and digital media platforms. Revolving around the theme ‘Hai Akal, Khelo MPL’, the adverts feature a humanoid brain as the protagonist, driving in the message that anyone with ‘akal’ (brains) can play the game.

    There are a total of seven films in the campaign, of which three are already live and the rest will be released as the IPL progresses. The three films released are a humorous play on the words of popular Hindi language idioms like ‘Akal badi ya bhains’, ‘Akal ke dushman’, and ‘Dimaag ghaas charne gaya hai’. The films push the central idea that one can create their fantasy team on the e-sports platform with basic know-how of cricket during the ongoing T20 tournament. MPL has roped in veteran actor Vijay Raaz for the films’ voice-overs.

    The campaign has been conceptualised by The Womb and brought to life by Early Man Films and was directed by Abhinav Pratiman. “This IPL, we decided to go back to the basics of fantasy cricket- which is to make the best possible team by using your knowledge of the game and your thinking skills. By giving the human brain its own manifestation as a protagonist and by using some very well-known Hindi sayings that we can all relate to,” MPL senior vice president – growth and marketing Abhishek Madhavan said.

    “Passion and love for the game of cricket can at best make someone a great fan of the game. But to play the game either in real life or in the form of fantasy one needs skill. Skill in the form of strong analytical skills and strategic abilities to create the best teams game after game. Our attempt was to bring this alive by creating the brain itself as a device. The campaign uses popular idioms associated with the brain to generate popular appeal,” The Womb founding partner Navin Talreja added.

  • upGrad’s new campaign brings back the donkey in a new ‘kick-ass’ avatar

    upGrad’s new campaign brings back the donkey in a new ‘kick-ass’ avatar

    MUMBAI: After the success of its #DontLickAssKickAss campaign last year featuring a donkey, edtech platform upGrad has come out with another campaign which sees the animal in a fresh avatar. The second leg of the 'Sirf Naam ki Nahi, Kaam Ki Degree' campaign sees the donkey as an animated, feisty fortune-teller. 

    Conceptualised by The Womb, the film reminds working professionals how the right specialisation can lead to one getting salary increments, as high as 50 per cent.

    Previously in 2020 the ed-tech firm, via its campaign, had offered an alternative to licking ass in order to progress in one’s career- It told one to get a specialised degree from its many offerings that would make one’s boss take notice of your skillset. In its new ad film, it takes the 'Sirf Naam Ki Nahin, Kaam Ki Degree’ messaging further, using the fortune-teller donkey. The animal predicts the person’s success and bright future after he has acquired a specialisation certificate from upGrad saying, “Specialisation hain right, toh future hoga bright (If the specialisation’s right, the future is bright).”

    The Womb founding partner Navin Talreja said, “With the success of #KaamKiDegree we had to find a message that would showcase the value of upGrad specialisations to the fence sitters. Given the success of the donkey as a device we just felt what could be better than getting our donkey deliver this wisdom, albeit in its own feisty manner. Embarking on this journey with Varmdea was reassuring as he is awesome with performances. A charmingly intricate set up, brilliant animation, and the perfect soundtrack have all come together to bring this spectacularly to life."

    upGrad chief executive officer Arjun Mohan said, “The campaign is a wake-up call for the youth and working professionals to invest in real value-adding, outcome-oriented education that can result in employability and career progression. We received an overwhelming response in our first leg, as the Donkey, quite literally became a talk of the town."

  • #Throwback2020: Ad campaigns that made waves

    #Throwback2020: Ad campaigns that made waves

    NEW DELHI: Countless cups of coffee and hours of brainstorming lead to that one great creative idea that justified the brief from the brand. This used to be the scenario at a creative agency prior to Covid2019. However, with the outbreak of the pandemic, this process moved online and the entire creative industry was working from home.

    It took a while for admen (and women) across the world to adjust to the new normal, but soon they did and it was full steam ahead. Despite challenges and adjustments, the agencies continued to deliver cutting-edge work that impacted people and made them think about the product and service. The creative teams also steered through the production challenges. In the initial days of lockdown, they created several films from the confines of their homes. Once the lockdown was lifted, production resumed slowly. IPL 2020 definitely gave a huge fillip to the industry as multiple brands released fresh creatives across mediums.

    There is no doubt that 2020 has been an extremely tough year for the advertising industry, but it has also made them rethink, realign and push themselves to think out of the box and deliver stellar creatives.

    Here’s a rundown of some of the top ads of the year.

    ·        Burger King Moldy Whopper

    Just before the pandemic struck the world and forced people to social distance, Burger King came up with an ad campaign that broke all rules of food and QSR promotions. The fast-food chain released a video of its flagship burger, the Whopper, decomposing and becoming covered in mold over the course of 34 days. The shock factor was to generate buzz about its new initiative to launch preservative free burgers in the US market. The film went viral and elicited an opinion from everyone.

    ·        HDFC Hum Haar Nahi Maanenge

    In order to spread hope and positivity amid the nationwide lockdown imposed in the country, HDFC bank released a song #HumHaarNahiMaanenge to celebrate the resilient spirit of citizens who are standing strong while also following guidelines to fight the Coronavirus. Through the campaign, the bank also aimed to draw attention to the importance of coming together for a cause and supporting more people during these tough times through the PM Cares Fund.

    ·        Nike You Can’t Stop Us

    The campaign gave hope to people in such trying times, especially with the cancellation and postponement of sporting events. The ad highlighted the power of sports and how it has the ability to bring us together and become agents of change. With a powerful narration and an equally stunning voiceover by Megan Rapinoe, the ad transcended all boundaries and became viral. It was touted as one of the finest pieces of editing.

    ·        Amul – Dragon

    The cooperative brand which has been releasing interesting topicals for over 40 years came up with another interesting piece where the Amul Girl stops a dragon. The ad was a take on the Indian government’s crackdown on Chinese apps and companies in light of the Galwan valley standoff. The creative piece was widely circulated and liked by the people even though a section of social media objected to it.

    ·        Cred – Auditions

    Cred took IPL 2020 by storm with its six-film campaign featuring eminent Bollywood personalities like Madhuri Dixit, Anil Kapoor, Jackie Shroff, Govinda, Bappi Lahiri and others auditioning for a brand ad. The films started conversation and generated recall for the brand. Despite being not-so-humorous, the ads caught the public’s attention. The idea behind the campaign was to scale up the service and reach larger audiences.

    ·        Dream11 IPL

    The fantasy sports app bagged the title sponsorship of IPL and launched a massive campaign on television with Indian cricketers like MS Dhoni, Jaspreet Bumrah, Rohit Sharma and others. The ads were funny and self-aware, as common people in the film took a dig at the brand ambassadors while playing gully cricket. For instance, one girl stopped Bumrah from bowling because he was too fast. The ads clicked and people signed up to sample the platform, hence, the campaign was successful.

    ·        Tide Ayushmann Khurrana

    Tide introduced its latest brand ambassador Ayushman Khurana and launched a new campaign with him. The actor played the role of all the family members in the film and his part reminded audiences of his role in the Bollywood flick Dreamgirl. Of late, Khurrana has become extremely popular on the back of several hits, which has helped him secure several big brand endorsements.

    ·        PhonePe

    The digital wallet brand embarked on a marketing blitz with new brand ambassadors Aamir Khan and Alia Bhatt. The campaign included a series of humourous ads that showcased different features of PhonePe. The film was staged in a police station set up and kept very simple for the users to understand and adapt PhonePe as the mode of payment in their daily lives. The brand has been active throughout the year and spent heavily on advertising. It has been working towards scaling the number of app users across the country.

    ·        Chotu

    Children are god’s voice and a reflection of his greatness. However, if we look around a lot of children are called ‘Chotu’ and employed in menial, backbreaking and dangerous jobs. Dentsu Impact in association with My Choices Foundation and Saregama Caravan launched an eye-opening film on Children’s Day focusing on their struggles. The film showcased how children’s basic rights, education, dignity, hope and most of all, their childhood is snatched away from them, every single day. Currently, millions of child labourers are employed across the country in various segments like homes, factories, and construction sites. It evoked a sense of guilt and shame in many viewers, who’re familiar with these scenes but chose to ignore it.

    ·        Facebook – More Together – Pooja Didi

    The social media giant has been focusing on small businesses and trying to bring them on the platform. This year on Diwali, it launched a seven-minute-long film which was the story of Pooja Didi, a milk centre owner, who employed those who had lost their jobs due to the Covid2019 pandemic. The film showcased how employees used Facebook to engage with and bring customers to the milk store. It reflected the power of connections and people coming together to help, support and celebrate with each other. 

    ·        Cadbury Celebrations Hyperlocal Ad

    For Diwali 2020, Cadbury Celebrations launched a unique initiative that provided an advertising platform to local retailers whose businesses were impacted by the pandemic. It created a data-driven campaign platform ‘Not Just A Cadbury Ad’ that included 1,800+ local retailers across 260+ pin codes in Mumbai, Delhi, Lucknow, Indore and Pune. The chocolatier developed an algorithm that served an ad customised to the viewer based on his geo-location. The film displayed small stores that changed based on the location in which the ad was being viewed. Therefore, a person viewing the ad in Pune would be guided to small stores in Pune, in their vicinity. Cadbury custom-designed hundreds of versions of the same ad, with the relevant geo-targeting based on pin codes.

    ·        HS Kalekar Jewellers

    Most jewellery brands accentuate a woman’s femininity by portraying her in the traditional roles of wife, mother or daughter. However, Kolhapur-based H S Kalekar Jewellers highlighted her strength and indomitable spirit. The ad titled Har Beetiyan Ko Ab Durga Banna Padega (Every daughter must become a Durga) sent a message that every woman should take her safety in her own hands. The commercial began with a young girl walking alone on a deserted street and stalked by a biker. The distressed girl changes her course, and spots an old lady sweeping on the road sides and takes her broomstick and proceeds to threaten the man in pursuit. The girl manoeuvres the broomstick at high speed in nunchuck-style, which is an advanced form of martial arts. Intimidated by her martial art skills, the eve-teaser runs away. The ad ends with the girl walking through the empty streets fearlessly and leaves a strong social message.

    ·        HUL Glow and Lovely Glow ko na roko

    In the wake of the #BlackLivesMatter revolution, HUL was forced to change the name of its flagship product from Fair & Lovely to Glow & Lovely to avoid any controversy. It released a new campaign called Mere Glow ko Na Roko featuring popular hip hop and rap artist Dee MC who narrates her journey of overcoming obstacles and urges other women to not let anything stop them from pursuing their dreams. Through the inspiring lyrics of #GlowkonaRoko, Dee MC equates ‘glow’ with her identity, which comes from her work, her determination, and self-assurance. The campaign was more than necessary because a new brand name meant a slight change in positioning and it had to be immediately communicated to the audiences.

    ·        Tanishq Baby Shower

    The jewellery brand launched a film around the baby shower ceremony in a Muslim family for a Hindu daughter-in-law. Though the film was simple and passed the message of peace and harmony, it was met with severe backlash. However, it did help the jeweller gain a lot of eyeballs on the back of controversy. Eventually, it was forced to pull the film down.

    ·        Wakefit Qawali Bhaad Mein Jaa

    The sleep and home solutions company launched a witty and topical video that encapsulated the trials and tribulations of 2020. It came at an opportune time to wrap up the highs, the lows, the untoward surprises and the eventful twists of 2020 and resonated with what people went through during the year. 

    The video was a raging success among netizens, as it struck an instant chord with people whose lives have been turned upside down due to the pandemic and being cooped up at home. Using the hashtag, #BhaadMeinJaa2020, some claimed that it captured the emotions of the year aptly while others declared it was the best video of 2020.

  • Swaraj tractors launches new brand campaign with a ‘Josh’ manifesto

    Swaraj tractors launches new brand campaign with a ‘Josh’ manifesto

    NEW DELHI: Swaraj Tractors, a part of the USD 19.4 billion Mahindra group today launched a new brand campaign ‘Josh Ka Raaz Mera Swaraj’ to communicate how Swaraj tractors fuel the passion in its customers as true companions in their farmlands.

    This new brand campaign is a sequel to Swaraj Tractors’ – Mera Swaraj campaign, which successfully highlighted the feeling of ownership, pride, and togetherness among its stakeholders, especially its customers. It defined the long-standing and successful association of its stakeholders with the brand Swaraj.

    The new ‘Josh Ka Raaz Mera Swaraj’ campaign describes the passion within its stakeholders, which is the key to the success of the brand and its ability to outperform. To describe ‘Josh’, a new Swaraj Tractors’ manifesto has been released with this campaign. The manifesto exemplifies the passion of its stake holders to take on every new challenge and inspires Swaraj engineers to design powerful, rugged & reliable tractors.

    Swaraj Division CEO Harish Chavan said, “We believe Mera Swaraj brings out the Josh in each one of us and in everything we do. This Josh in turn is also reflected in the ability of our powerful tractors that perform the best in toughest conditions across the length and breadth of our country.”

    The new Josh Ka Raaz Mera Swaraj campaign is also an indication towards the changing face of Swaraj in times to come.

    The campaign has been crafted by FCB Interface.