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Tag: Campaign

  • Pocket Aces and Dewar’s teamed up for a year-long campaign driving their key message ‘Double Is Better’

    Pocket Aces and Dewar’s teamed up for a year-long campaign driving their key message ‘Double Is Better’

    MUMBAI: With mass engaging content to the most riveting shows, Pocket Aces, India’s leading digital entertainment company witnessed a remarkable growth in 2019 paving the way to achieve higher benchmarks. Looking back at the hits of the year, the company celebrates its long-standing partnership with Dewar’s, which has been amongst the few players in the alcohol-beverage industry to acknowledge the unprecedented opportunity of marketing by targeting the LDA+ millennial audience with branded content. With both the brands aiming to target the quality experience seekers and progressive minds of today, this made for an ideal partnership for the two brands. Dewar's found the perfect way to cement its double aging product proposition through 'Double Is Better' in a playful and culturally relevant manner which helped in increasing the brand's awareness via a line up of engaging content on Pocket Aces’ channels.

    Dewar’s came on board as a Title Partner on Pocket Aces’ premium storytelling platform, Dice Media, on their recent web series, ‘Brochara’; building brand affinity and recall. Starring Dhruv Sehgal of ‘Little Things’ fame, popular Marathi actor Amey Wagh, and digital faces Varun Tewari (What The Folks) and Sayandeep Sengupta (The Office), Brochara introduces one to the lives of four friends, each with their own ambitions and vulnerabilities, and a strong friendship that helps each tide through life. Breaking away from stereotypes, the slice-of-life, inclusive comedy also takes bold steps towards showcasing modern relationships, including an LGBT one. The series has already amassed over 20 million views and 750k engaged responses from the audience.

    Dewar’s found a perfect fit in this universe, seamlessly blending the brand messaging into the characters’ meaningful conversations. The Double Aged Scotch also finds its rightful place in between a variety of occasions: after-work bar conversations, at a colleague’s house, and at weekend getaways. One can recognize the brand’s tagline “Double Is Better” in the comments below each episode, marking high recall for Dewar’s and its messaging amongst the viewers, and making it one of the loved dialogues from the series.

    Since food is an important aspect of the drinker experience in India, Pocket Aces had commenced the partnership with a bespoke property, ‘You Got Chef’d’ on their food and lifestyle channel, Gobble.

    Season 1 featured some of India's most popular influencers – Dhruv Sehgal, Mithila Palkar, Ranvijay Singha, Sumeet Vyas and Shibani Dandekar cooking street-style versions of their favourite dishes against celebrity chef Kelvin Cheung's gourmet versions. The show brought together delicious food cooked by the guests and candid banter between them, topped with a perfect Dewar's highballs cocktail pairing made by Dewar's India brand ambassador and mixologist. Reiterating on the brand’s messaging of ‘Double is Better’, the show drove home that doing things twice is better, just like the Double Aged Scotch Whisky.

    The season massed over 5 million views with an impressive 111:1 like to dislike ratio. Adding to that, it bagged several accolades including the Gold at Talent Track 2019 for the ‘Best Digital Content – Food’ and Bronze in ‘Benchmark – Branded Content' category at IDMA Awards.

    Following the success of season 1, the second installment, hosted by Chef Ranveer Brar featured some of the top digital faces in India – Barkha Singh, Nakuul Mehta, Shweta Tripathi, Arjun Kanungo and Ayush Mehra. This time around, the series introduced a ‘Double Challenge’ where the guests cooked and also learnt a bar trick from the mixologist. A sizeable 2x increase in engagement for the series and a 60x increase in social media impressions for the brand tagline #DoubleIsBetter was witnessed between the first and second season.

    Commenting on the successful partnership, Vishwanath Shetty, VP, Sales, Pocket Aces says, “We embarked on this journey with Dewar’s India a year back and it gives us great pleasure to celebrate our long standing association with them. Creating fiction series often gives us a chance to mould a narrative in a certain way and also help brands weave their products in the most seamless manner. Dewar’s playful approach as opposed to traditional scotch brands was like the missing piece to the jigsaw for us as it blended seamlessly into our content. With our series You Got Chef’d and Brochara, Dewar’s became a household name, leading them to be a part of many more associations on our channels. We have found Bacardi India to be in sync with our brand ethos and the collaboration so far has been extremely fruitful and benefiting both of us.”

    Speaking on the association, Anmol Gill, Head Customer Marketing, India and neighboring countries said, "Dewar's is a Premium Scotch brand and both properties of Pocket Aces drew synergies with the playful tonality of the brand. Not only did the collaboration help us seed the brand into popular culture and consumption occasions, but also create meaningful and quality content. At Dewar's we believe in partnering with projects and platforms that create relevant content for our Target Audience, and Pocket Aces has played an integral role in enabling that."

  • Mankind Pharma prays for well being of Doctors and medical staffs in latest campaign

    Mankind Pharma prays for well being of Doctors and medical staffs in latest campaign

    MUMBAI: Amidst the ongoing global health challenges of COVID -19, Mankind Pharma would like to thank the undying spirit of the doctors and other medical staff and wish for their wellbeing. #Thanksforbeingmyfamily is a short film showcasing the hardwork done by the Doctors and medical staffs for the society. During this testing period, these medical professionals have devoted themselves selflessly in serving mankind and the campaign invocates all to stand up for them.

    The government has also shut down schools, colleges, malls, cinema halls, restaurants, and even some key religious places as a safety precaution. When people are practicing social distancing by staying indoors, the doctors and other medical staffs are working 24X7 to treat patients who have become victims of the pandemic. Without thinking about themselves and their family, these unsung heroes are fighting this severe disease outbreak round the clock. The campaign urges everyone to be responsible and acknowledge the contribution of the medical fraternity in India.

    Says Mr Rajeev Juneja, CEO, Mankind Pharma, “With the exponential rise in coronavirus cases in our country, we should acknowledge our medical fraternity like doctors, nurses and paramedics for their fighting spirit and selfless services. At a time when the country is at a standstill, these medical professionals are working day and night for our well being. Lets all of us follow required guidelines and help them by taking care of our own self”.

    #Thanksforbeingmyfamily resonates everyone's thoughts of saluting the medical personnel, who are not giving up even in the adverse situation.  

  • Helo launches new brand campaign ‘Helo Pe Milo’

    Helo launches new brand campaign ‘Helo Pe Milo’

    MUMBAI: Regional social media platform Helo has announced its new and first ever multimedia brand campaign “Helo Pe Milo”. The campaign builds and promotes the idea of self-expression and connecting like-minded people in one's language of choice.

    The integrated campaign consists of Helo’s new brand slogan "Helo Pe Milo" and four multilingual TVC's titled Hostel, Akhada, Cricket, Shayari, that creatively highlights some of the most popular content categories on the platform – Entertainment, Celebrities, Food, Sports and Humor respectively. Helo is also offering a wide array of in-app stickers, templates and contests for its users to create content around the campaign and win exciting prizes.

    Conceptualized by Helo’s creative agency Leo Burnett, the creative concept of the brand campaign is based on user insights from Helo’s market study conducted in July 2019, which revealed that people feel more confident while expressing themselves in their first language or mother tongue. The qualitative study also revealed that 82% of these people feel a need to be up to date with information regularly and are able to relate themselves better with local language digital content because they find it more reliable and credible. Helo offers biggest celebrity interactions, latest trends and interest-based communities and empowers users by enabling the most comfortable experience of creating and consuming content in 14 Indian languages.

    Helo entertainment head Chhandita Nambiar said: “At Helo, it is a constant endeavour to transform the way people interact on social media by enabling the most comfortable environment for self-expression in one's language of choice. Through this campaign, we aim to emphasize the key ethos of our brand to our existing as well as potential users i.e to be inclusive and stay rooted at heart. The campaign also encourages people to ‘Get together on Helo’ for an exciting experience of multilingual content across categories of their interest”

    The national campaign will be deployed across multiple platforms including TV, digital and outdoor, aiming to target a diverse range of audience across geographies and age groups. The campaign is scheduled to go on-air on 12th March 2020 in Hindi, Punjabi & Tamil and will further be rolled out in 9 different languages in phases throughout the year 2020.

  • HDFC Life launches ad campaign #BounceBack

    HDFC Life launches ad campaign #BounceBack

    MUMBAI: HDFC Life, one of India’s leading private life insurance companies, has launched a new ad film that speaks about bouncing back from life's setbacks, instead of letting them bring you down.

    As a society, we tend glorify success. However, on the path to success, one often needs to overcome challenges, which are seldom spoken about. This creates a perception that successful people never face difficulties, leading to unnecessary pressure on individuals, especially children.

    Keeping this in mind, the latest ad film by HDFC Life showcases an endearing story of a young girl who has not performed well in an examination, despite giving it her best effort. She faces the dilemma of explaining it to her father. However, her father senses her emotion and realises that he has been unable to prepare his daughter to deal with challenges. He therefore decides to start this lesson by revealing the setback that he had overcome in his life.

    'BounceBack' has been used as a theme in the brand's recent campaigns. It further strengthens the brand promise of HDFC Life’s ‘Sar utha ke jiyo !’.

    Speaking on the thought behind the campaign, Sr. Executive Vice President (Sales) & chief marketing officer, Pankaj Gupta, said, "Preparing the young generation to face challenges and pressures, in order to do well and live a life of pride, is an integral part of parenting. Especially in today’s scenario wherein we often see students struggling due to academic, parental and peer pressures. Support from the family is what one counts on, to bounce back from setbacks. We have tried to portray this through the ad film”.

    He further added, “Life insurance plays a similar role. It offers a support system which enables individuals and families to bounce back from life’s uncertainties. Be it critical illness, accidental disability or untimely death, life insurance empowers families in their bounce back journey by being their financial partner."

    Speaking about the campaign Leo Burnett South Asia  managing director India & chief creative officer Rajdeepak Das said, “This campaign takes forward the ‘BounceBack’ narrative. Failure is one of the most important teachers of life but we often shy away from talking about our failures. Through this campaign, HDFC Life adopts a refreshingly different and bold perspective and takes a stand to not only secure your loved ones financially but also emotionally to deal with failures. For a brand like HDFC Life, whose DNA emphasizes ‘Sar utha ke jiyo !’, this campaign is the perfect springboard to talk about empowering your loved ones to bounce back from setbacks.”

  • Nargis Dutt Foundation launches ‘Cancer is Curable’ campaign

    Nargis Dutt Foundation launches ‘Cancer is Curable’ campaign

    MUMBAI: On World Cancer Day, Nargis Dutt Foundation hosted an event, launching a campaign to spread awareness and minimize the fear attached with ‘Cancer’. The event witnessed the presence of globally renowned oncologists like Dr. Shripad Banavali, Dr. Jyoti Bajpai, and Dr. Shylasree TS from Tata Memorial Hospital for a knowledge exchange laying emphasis on early diagnosis & timely treatment, at the Carter Road Amphitheatre, Bandra West.

    The event saw some prominent personalities like young Ayan Hashmi and Bollywood celebrity Sonali Bendre coming together, to share their journey about courageously overcoming their battle with cancer. Shaimak Davar’s dance troupe VICTORY ARTS FOUNDATION along with Som Prem and Gracenotes’ musical performances created a scintillating experience for the guests.

    Speaking at the event, the Trustee of the Nargis Dutt Foundation, Priya Dutt said, “We are tirelessly working to offer the best cancer care & diagnosis facilities to the less fortunate people. Our mission is to enrich their lives by imparting hope and courage to them and their families. I urge cancer patients and their families to stand strong.”

    Nargis Dutt Foundation has been working passionately in the areas of Health and Education. From spreading cancer awareness and knowledge, to organizing free screening camps in rural regions of our country, NDF is financially and holistically supporting needy cancer patients with their treatment especially in Tata Memorial Hospital and also equipping rural hospitals with medical diagnostic equipments. Moreover, NDF has collaborated with Apollo Hospital, Tata Memorial, NM Medical & Asian Cancer Institute for excellence to offer cancer screening packages wherein the patients can register themselves to avail the service benefits. Besides this attractive insurance packages specific to cancer is available through LIC & HDFC Argo.

    The vision and life of the founder Sunil Dutt and a strong visionary Late Smt. Nargis Dutt Ji and Nargis Dutt Foundation is to reach out to all those in need, irrespective of their caste, creed, and religion and work  towards improving their quality life & enabling them with facilities to lead a comfortable life. 

  • TATA Capital urges millennials to make 2020 their year of financial responsibility

    TATA Capital urges millennials to make 2020 their year of financial responsibility

    MUMBAI: As an extension to its brand campaign #CountOnUs, Tata Capital, the financial services arm of the Tata Group has launched a video campaign urging Millennial and GenZ India to make the most of 2020. The campaign consists of a video conceived around the idea that there are 11 more months for young India to achieve their financial goals and they can count on Tata Capital for the same. 

    The video will be promoted on Social Media platforms – Facebook and Instagram as well as YouTube from 23 January 2020 and will run for a period of 10 days.

    The idea of the video is based on a research on millennial and GenZ behavior. This target group talks about making it ‘their’ year but give into their cravings of instant gratification and non- essential spending. The video-based on time travel and shows a seemingly laid back young boy talking to his future self about how because of his attitude of just saying ‘that this year is going to be my year’ and not actually acting on it, even 30 years later he is not able to establish a settled life for himself or have a concrete financial plan.

    Commenting on the new video, Tata Capital chief marketing and digital officer Abonty Banerjee said, “Through an extensive study of Millennial and GenZ consumers between the age group of 18-35, the insight was that this enthusiastic lot of people start a new year with great vigor, and as reality kicks in, concepts of ‘you only live once’, and wish for instant gratification shifts their focus from financial planning. Before the first month of the year is over, there is a feeling of “this is not my year but maybe next year can be mine” that is triggered. The video is a humorous take urging consumers to stop procrastinating and saying ‘2020 is not my year’ and that Tata Capital will facilitate their journey to financial independence.”

    The videos were ideated by creative agency Kinnect and stars Nabeel Ahmed in the lead role of the laid back 26-year-old boy. 

  • Subway India launches TVC for Chhota Sub

    Subway India launches TVC for Chhota Sub

    MUMBAI: Subway India has launched a TVC campaign to promote the newly launched Chhota Sub. The TVC revolves around the idea ‘Chhota Sub Khao, Aur Jo Marzi Le Aao’ in an entertaining way.

    The TVC is centered around young college students. It highlights on how the new Chhota Sub, with its attractive price point, gives them a license to indulge in buying things from the savings made. In the film, a student is shown having Chhota Sub in the classroom. He takes out a fancy gadget to impress the girl sitting in front of him. The girl turns back and smiles at the boy. The film uses humor to drive home the point that the savings yielded by Chhota Sub could help realize other desires, whatever they be.

    Chhota Sub is a 4-inch-mini submarine sandwich priced at Rs 85 inclusive of all taxes. It is available in Hara Bhara Kebab and Corn & Peas flavours as vegetarian options and Chicken Slice and Egg & Cheese as non-vegetarian options. The guests will have an option of making a Chhota Sub Combo by paying Rs 30 extra for the beverage.

    Subway South Asia marketing head Shuchi Monga said, “We are committed to deliver great value to our guests without any compromise on the quality. With the launch of Chhota Sub we are offering four of our core sandwiches at a very lucrative price point. We are hoping to see new guests to come-in and have an experience of the brand.”

    Conceptualized by Dentsu Impact, the campaign intends to highlight Subway’s new and affordable entry-level offering. Dentsu Impact national creative director Anupama Ramaswamy said, “There’s no denying the fact that we Indians are very value- conscious consumers. The Chhota Sub campaign, through light-hearted humour, looks at the world from the youngsters’ lens and how the new Chhota Sub, with its attractive
    price point, gives them a license to indulge in buying things from the savings made.”

    Happy Making Films Director Gaurav Kandpal said, “As the narrator, Vijay Raaz adds his inimitable sense of humour to the film. We have made the film look very realistic with the setting of a classroom and actors used. The challenge was to pack the drama in a tight sequence wherein a problem occurs and the protagonist, because of the Chhota Sub, gets to bask in the glory.”

    The 360-degree campaign will be led by television and digital platforms including YouTube, Social, OTTs, Gaming Apps and popular Audio Apps. There is also a hashtag challenge which is being planned on TikTok. Subway leads the way in the quick service restaurant industry in terms of its product line-up which is traditionally deemed fresh and more nutritious. Subway India has been updating its look and feel with a new visual identity to align the experience with the expectation of the new-age guest.

  • Vivo’s new campaign #SwitchOff urges mobile users to cherish relationships

    Vivo’s new campaign #SwitchOff urges mobile users to cherish relationships

    MUMBAI: In light of the changing human behavior due to excessive use of smartphones, vivo, the global innovative smartphone brand today announced a campaign- #SwitchOff with their brand ambassador, Aamir Khan. The digital campaign aims to encourage smartphone users in India to switch off from their mobile devices and spend quality time with family and friends.

    As per a recent survey conducted by vivo and CMR, it was found that 75% of the respondents agreed to have owned a smartphone in their teens and of them, 41% were hooked to phones even before graduating from high school. From showcasing the benefits to the depth of addiction, the vivo ‘Smartphone and their impact on human relationships’ study tries to understand the behavioral changes pertaining to smartphone usage.

    In an emotionally captured video starring Aamir Khan, vivo intends to showcase how smartphone users fail to interact with their surroundings due to continuous mobile usage. The recent vivo-CMR study “Smartphone and their impact on human relationships” revealed that more than 95% of smartphone users have only virtual conversations with friends and relatives/ meeting them perhaps once a month. The same study also highlights that more than half of all smartphone users have never tried to switch off from their social handles and profess to not being able to live without their phones. This showcases the extent to which mobile devices have impacted human lives.

    Speaking on the need to #SwitchOff, vivo India director brand strategy Nipun Marya said, “We as a brand believe that technology can immensely improve our consumer’s life, but like all things good, should be used cautiously. And as a Smartphone player, it was essential we ask ourselves the fundamental questions, how much is too much? Thus we commissioned this campaign that urges users to temporarily switch off and give time to relationships."

    "With smartphones becoming ubiquitous in our lives, the excessive usage of them is now impacting human behaviors and thus there is an urgent need to temporarily disconnect. While we all want to be connected with the world 24*7, it’s important to keep aside a few hours for our family, friends or just spend time doing what we enjoy apart from using the smartphones,” he added. 

    The campaign showcases how a child looks forward to spending time with his father but is not able to do so because the father is always occupied with his smartphone. Through a very subtle message, vivo aims to urge all smartphone users to switch off their devices and get connected with your immediate world by increasing human interactions.

    Corroborating the idea shared through the campaign, Max Super Speciality Hospital Department of mental health & behavioral science director and head Dr. Sameer Malhotra said, “Over time, we have witnessed a steep surge in patients, suffering from multiple psychosomatic problems, majorly stemming from smartphone addiction. And because people are so hooked on their devices, their human interactions in terms of spending time with family or friends have reduced significantly. In the long run, this addiction can lead to loneliness and depression. As an immediate and essential cure, balanced usage and at times digital detox is a must for a person’s well-being.”

  • Livpure celebrates Christmas with new campaign #PurityKaGift

    Livpure celebrates Christmas with new campaign #PurityKaGift

    MUMBAI: Livpure, India’s fastest growing water purification brand has recently launched its new digital campaign #PurityKaGift which focuses on purity, the essence of life through #PurityKaGift campaign.

    Keeping in mind the festive season, Livpure has been creating relatable, engaging and innovative campaigns wherein they connect with the consumers personally. Through this campaign, Livpure focuses on spreading euphoria and ensuring that this Christmas #SabkoEkPurityKaGiftBantaHai. Since Christmas is that time of the year when families come together to celebrate this tradition with joy and happiness, it aims at gifting your loved ones the essence of pure drinking water through Livpure RO water purifier.

    The video captures the essence of togetherness wherein a father is enacting the role of a Santa Clause. The kids are seen being engrossed in the cheerful vibe of the festival and seeing their father entering with Christmas gifts, puts a huge smile on everyone’s faces. On the other hand, the mother being the most protective and concerned member of the family backs the father with pride for his gesture towards the kids by offering him a glass of purity.

    Livpure director – marketing and Livpure SmartHomes CEO Sushil Matey, , & CEO  said, ‘Livpure has always believed in providing the best of the services to our consumers. With this new digital campaign, we are stepping ahead and spreading happiness to everyone. This initiative is to bring the families together and celebrate this festival with goodness and gift them the purity of water through Livpure RO.’

  • Aditya Birla Capital’s health insurance campaign urges #RakhoPooraKhayal

    Aditya Birla Capital’s health insurance campaign urges #RakhoPooraKhayal

    MUMBAI: Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance subsidiary of Aditya Birla Capital Limited (ABCL), has announced the launch of its latest campaign – “Rakho Poora Khayal”– an awareness campaign that urges women to complete the protection circle by influencing and purchasing health insurance for themselves and their families. This high-octane campaign has been launched across ABHICL’s social media platforms. The campaign promotes the brand belief that the healthiest version is the best version, which helps to fulfil life goals of an individual and their families.

    The campaign narrative states that women are constantly concerned about the well-being of their family and their contribution towards taking care of family’s health is unmatched. Therefore, through this campaign ABHI aims at motivating and urging women to complete the health protection circle by helping to choose the right ‘health’ insurance for themselves and their families. The purpose of Aditya Birla Health Insurance as a brand is to motivate people to focus on the wellness and health element of health insurance.

    ABHI does not believe in preaching to people about what it believes to be right for them. Instead, through its communication, the brand poses relevant questions regarding health and wellness with intent to motivate women to think about the role health insurance can play in their life and self-realize their needs. The brand believes when people self-realize their needs they are more committed to taking action towards fulfilling them. This video embraces the same brand philosophy of self-realization.

    Aditya Birla Capital Limited chief marketing officer Ajay Kakar said, “As a brand, we are committed to provoking our customers to self-realize their protection needs and to opt for the right health insurance solution.  At Aditya Birla Capital our constant endeavour is to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. With ‘Rakho Poora Khayal’, we intend to leave women with the following questions, ‘Are you doing enough to protect your health?’ ‘Is your family completely protected?’ A self-realization will help them veer the family conversation and discussion towards taking adequate protection for their and their family’s health.

    Aditya Birla Health Insurance  CEO Mayank Bathwal said, “The role of health insurance in the larger scheme of keeping the family healthy has not been explored. Traditionally, health insurance communications have seemed to communicate directly with the men of the house. This has further played a role in establishing health insurance as a finance tool for serious health problems which is perceived to be outside the domain of women. Through ‘RakhoPooraKhayal’ initiative, our attempt is to raise awareness among Indian women to be the ‘Total Health Guardian’ of their family and complete the circle of protection. This campaign aligns with ABHI’s purpose of inspiring individuals and families to put their ‘Health First’ and our philosophy of ‘Health Insurance for all’

    The film has been conceptualized and implemented by Abstract Films. The storyline and narrative have been directed by Rohan Joseph and Vinod Rakhade of Abstract Films. The social media roll-out is being handled by Mindshare.