Tag: Campaign

Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’

MUMBAI: Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign. Since the last 4 months, the city newspaper has been waging a war against these abandoned cars, with a series of investigations on the intensity of the problem of ‘Khataaras’ left on the streets of Mumbai. The newly launched communication talks to the residents of Mumbai to report the location of these Khataaras, so that the menace can be quantified and presented to the civic bodies for suitable action.

The campaign ‘Operation Khataara’ identifies the abandoned vehicles that are left to rot on the streets as the most-wanted abettors of crime in the city, that the residents need to report. In addition to being an eye-sore and a prime reason for traffic congestion in many parts of Mumbai’s busy streets, these dead-cars also foster criminal activities on the road. They are a breeding ground for mosquitoes that spread life-threatening diseases like dengue and malaria. Mumbai Mirror calls attention to this menace and urges the concerned authorities, encouraging them to take corrective actions to tackle the challenge.

Besides a series of articles, investigations and videos, the campaign intends to empower Mumbaikars to create an information network via a WhatsApp number 9372772277, where readers can share details about any abandoned vehicles in their vicinity along with photographs. In a city that grapples with space issues, abandoned cars raise the burden on the city by adding to parking issues. With the participation of citizens and authorities, Mumbai Mirror hopes to create a ‘Khataara’ free city and effectively serve the people of the city. The campaign will be communicated across media platforms including print, radio and digital media via engaging content formats and innovative ad-elements.

Speaking about the civic awareness campaign, Sanjeev Bhargava, Director, Brand TOI & Mirror said, “We at Mumbai Mirror consistently strive to dig below the surface and bring those issues to the notice of our readers that have not been addressed by anyone else and yet are important to the society we live in. And #OperationKhataara is an extension of our brand promise that focuses on the betterment of the city and its citizens. We believe in making a difference in the society and through this campaign we hope to encourage authorities in Mumbai as well as other cities to undertake similar initiatives.”

Through years, Mumbai Mirror has launched several impactful campaigns to make the city stronger and better. Campaigns like ‘I Am Mumbai’ brings forth the spirit of Mumbai and properties like ‘Mumbai Heroes’ felicitates the strong men and women who are changing the city for better. The journey to highlight the pressing issue of abandoned cars in the city began with an incident in Kandivali, which sparked into a city-wide movement reaching out to Ghatkopar, Juhu and Bandra leading to the full-fledged campaign – ‘Operation Khataara’ by Mumbai Mirror. Join the campaign and lend a helping hand to create a better Mumbai. Drop a line at operationkhataara@timesgroup.com

December 13, 2018
Brand Factory launches 3rd free shopping weekend campaign

MUMBAI: Brand Factory by Future Lifestyle Fashions has announced free shopping weekend (FSW) with a tongue in cheek humour. The company tells its customers #DontShopAtFSW if they like being rewarded only with discounts. The third season of Brand Factory free shopping weekend will be held from 12 to 16 December 2018.

The last two years of free shopping weekend saw great success, with lakhs of customers queuing up outside the stores. #DontShopAtFSW campaign received over 1.2 million views on Facebook. The campaign is supported by print, TV, digital, OOH, radio along with corporate and student community tie-ups. This year, the event will be held on a scale larger than ever before with the increased store presence in Tier II and Tier III markets.

Brand Factory CMO Roch Dsouza said, “This is one of our biggest property and we wanted our communication to not only be direct but also fresh and exciting. #DontShopAtFSW is not just an attempt to break the clutter but it’s backed by solid consumer insights. We took this route for our digital campaign and both the films bring out the true customer experience when they hunt for deals online or during EOSS of full price retailers. They are as direct and convey the message spot on. We backed this idea with content and we are already witnessing some crazy response.”

December 10, 2018
Tata Salt Lite launches its new campaign #TakeItLite to create awareness on “Hypertension” and its symptoms

MUMBAI: Tata Salt Lite, a low-sodium salt specially formulated to provide 15% lower sodium than regular salt, launched its new campaign today to spread awareness on hypertension and its symptoms. Hypertension or high blood pressure, often termed as a silent killer is one of the leading health problems of urban India. Stressful lifestyles coupled with altered food habits have led to an exponential increase in the occurrence of lifestyle diseases such as diabetes and high blood pressure.

The thought behind the 360 degree campaign is derived from the insight gathered from a group of nutritionists and doctors. According to the insight, hypertension or high blood pressure is a silent killer and people do not recognize the symptoms. Getting angry on small daily life situations without a reason is one of the symptoms of hypertension.

Taking forth the brand’s core promise, ‘DeshkiSehat, DeshKaNamak’, Tata Salt Lite reinstates its commitment towards societal health and well-being. Moving towards building a stronger narrative on health, the new campaign aims to get people to take notice of such behavior and take preventive measures to control their blood pressure.

The campaign’s TVC, conceptualized by Ogilvy and Mather, stars Anand Tiwari and Mansi Parkeh as the lead protagonists. The TCV opens with Anand Tiwari, a 35-37 year old man approaching his fridge to fetch a box of ice cream. On seeing the box empty and yet being left inside the fridge makes him irritable and angry. He starts screaming and shuts the fridge door with anger. Watching him lose his temper and getting hyper on such a petty issue, makes his wife really concerned about him. This is when she realizes that his actions could be a symptom of high blood pressure which needs to be addressed. This incident triggers a change in her buying behavior and she picks Tata Salt Lite, a 15% low sodium salt that will help manage the blood pressure of her family.

Commenting on the new TVC, Sagar Boke, ‎Head- Marketing, Consumer Products Business, Tata Chemicals Ltd., said, “Many studies have shown that a majority of the urban adult population in India suffers from hypertension, a life-threatening condition that can be effectively managed by controlling the intake of sodium along with an active lifestyle. Tata Salt Lite is a 15% low sodium salt specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure in check. The objective of this new campaign is to increase the awareness about the early signs of Hypertension and take preventive action, well in time. This campaign reinforces the Tata Salt philosophy of salt as a health enabler and not just a taste enhancer.”

December 7, 2018
HDFC Bank to organise 12th edition of blood donation drive

MUMBAI: HDFC Bank is all set to organise the 12th edition of its national Blood Donation Drive on December 7. This drive is part of HDFC Bank’s Parivartan; its umbrella brand for all its social initiatives. The campaign inspire and encourage more and more people to come forward to donate blood.
As a run-up to December 7, the Bank has initiated a campaign #StopMithani #YourBloodMatters, where inspiring stories involving ordinary citizens are being communicated as role models for society, particularly the youth to emulate and donate blood. This will help bridge the annual deficit of 1.9 million units India faces when it comes to availability of blood.

Mr. Rajdeepak Das, Chief Creative Officer (South Asia) & Managing Director Leo Burnett had to say about the campaign, “Communications is best created when we tap into an insight that is universally relevant. It’s about looking at it from the consumer’s perspective. At Leo Burnett we refer to this as the HumanKind approach. Usually blood donation narratives have been told from the recipient’s perspective we decided to change this. Let’s look at it from the donor’s perspective. A serial donor’s perspective. Someone who has been donating for a long time. In Mr. Mithani we found an extraordinary donor – a donor like no other. He is 65 and advised not to donate anymore, his story is compelling enough to get the youth of the country to get behind the cause of blood donation. Hopefully, it will move you to share and most importantly sign up to donate.

Jyotindra C Mithani, a 64 year-old resident of Mira road in Mumbai is one such inspirational story. Over the past 40 years, Mr. Mithani has donated blood 151 times. He first donated at the time of the 1971 Indo-Pakistan war, when there was an appeal for blood for our armed forces. Since then, he’s made it his life’s mission to do his part to bridge the gap between demand for safe blood and its supply. His inspirational record of donating blood on average 4 times a year will end once he turns 65. Mr. Mithani refuses to stop despite the medical advisory owing to his advanced age. This stand by Mr. Mithani to ‘only stop when India starts’ forms the crux of the Bank’s campaign where the message is ‘to galvanize Indians to do their bit and stop Mr. Mithani’.

December 6, 2018
Myntra’s Email Campaign Performance Increases by 60% withSmartech’s Proprietary AI-Powered Marketing Suite

MUMBAI: Myntra, one of the most recognisable brands in the country’s digital fashion space, continues to benefit greatly from Netcore’sAI-powered growth marketing platform, Smartech. Myntra has been able to power customer engagement at incredible scale using Smartech’s comprehensive analytics and engagement ecosystem to produce 60% better results when it comes to their email marketing campaigns.

This uplift which is 2X that of industry standards, underscores how established brands can hit impressive growth figures by incorporating AI as part of their broader marketing strategy. These results were achieved by partnering with Smartech, a product of Netcore Solutions, a global pioneer in the martech space, for over 4 years.

In these times of multi-channel engagement, email continues to be the most valuable channel for marketing messages, with average open rates of 17% and CTRs (Click-Through Rates) of 2.3%. Therefore, it has a significant impact on the bottomlines of online retailers since conversions are directly related to campaign performance.

Myntra’spressing challenge was to ensure that its marketing emails get delivered in the “Primary” tab of their customer’s inbox, rather than the “Promotions” tab. Driving Primary Inbox delivery drastically enhances the chances of eventual conversions instead of getting lost in the daily clutter of other promotional email.

Smartech addressed this challengethrough a 3-pronged approach:

1. AI-powered Dynamic Delivery: Smartech helps enhance delivery rate through Primary Inboxing, which helped increase the Click-Through Rates (CTRs) by 1.5X
2. Neural Networks coupled with Smart Segments: A component of AI, Neural Networks identified customer segments based on their brand affinity, gleaned from data regarding their interactions and transaction history. These can pick up the smallest of signals with regard to delivery used to then auto-adjust the campaign throughput
3. Consultancy-driven Content Optimisation: By leveraging Smartech’s AI and Machine Learning capabilities, Myntra was able to zero in on the right content and creativesfor its audiences as well as identify the best times for sending their emails, all aimed at maximising conversions through compelling calls to action

Mr.Aashish Kumar, Senior Manager, CRM & Growth at Myntra stated, “Netcore'sSmartech has been critical to our customer retention strategy, and we have partnered with them for 4+ years now. Using AI-based delivery, Smartech has helped us in Primary Inboxing, achieving 60% improvement in email campaign performance which is 2X that of average industry standards.”

Kalpit Jain, Group CEO at NetcoreSolutions, added, “Myntrahas been a valuable partner over the years and we are thrilled to be playing a role in their growth story. Brands that adopt AI and Machine Learning as part of their marketing strategy are far likelier remain ahead of the curve. Our work for Myntrahighlights the immense power of AI in making the best possible utilisation of customer data, and should serve as encouragement for marketers across the industry. We look forward to scaling greater heights with Myntra in the years to come.”

November 20, 2018
Dentsu One stages a walkout for Queo’s latest campaign with Jacqueline Fernandez

MUMBAI: The rapid growth in the number of high net worth individuals (HNIs) and aspirational lifestyles and consumer demographics has led to a demand for luxury living.

Queo’s latest campaign conceptualised by Dentsu One, narrates Jacqueline’s journey and her quest for the best-in-class bathroom experience.

The ‘NOTHING LESS WILL DO’ campaign, launched across digital, cinema and print medium targets HNI consumers for whom opulence is a way of life.

The campaign recreates a life of grandeur and an affluent lifestyle. Delivered by Bollywood star Jacqueline Fernandez, the brand ambassador for Queo, the films show her playing a woman who wants the best or nothing. As it says in the story, for the ones who value luxury, 'NOTHING LESS WILL DO'.

The first of the two-part series takes off with Jacqueline Fernandez refusing to stay in a 7 star hotel because the bathroom was not good enough. This raises a lot of eyebrows and becomes national news with newspapers covering the walk-out.

Aptly titled, ‘The Walkout’, the film begins with the controversial walkout picture of the star and then goes on to show Jacqueline walk into her ultra-luxurious world of Queo bath lounge. In the background, her manager gives a point of view on the controversial walkout and talks about Jacqueline’s absolutely uncompromising attitude. The star flings her ill-fitting shoe off before indulging with it. This film celebrates the ability to get things. The launch film showcases the newly launched F-Courbe series, with one of its kind wash basin whose curves never meet and the second film showcases the Smart Tap shower that works in sync with Amazon Echo.

On the launch of the film, HSIL Ltd president building products division Manish Bhatia said, “We got the luxury brand Queo to India in 2011, with an aim to create the luxury segment in bath spaces as it did not exist back then. Designed and conceptualised by leading European design masters, Queo, is a testimony to the intricacy and finesse in craftsmanship. This new campaign with Jacqueline resonates with this uncompromising standard of the brand. She fits in perfectly as she exuberates the class, the elegance and the attitude that matches with the brand. I feel this attitude towards luxury reflects a new Indian customer who won’t accept compromises.”

Speaking about the campaign Dentsu One, national creative director Titus Upputuru said, “Luxury marketing is largely about imagery and lifestyle. We wanted to add a layer of attitude. The campaign not just celebrates the uniqueness of Queo products but also the unique demands of a star like Jacqueline.”

“I’m extremely excited to continue my association with Queo. The brand epitomises true indulgence and luxury and I admire their quality and attitude of not settling for mediocrity, in order to provide unparalleled experiences to their customers,” said brand ambassador Jacqueline Fernandez.

November 19, 2018
White Rivers Media wins Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Campaign

MUMBAI: White Rivers Media has won the esteemed Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Digital campaigns.

The Shorty Social Good Awards honour digital media endeavours for a social cause, and the Stop Acid Sale campaign was one of only two campaigns to make it to the finals of Human Rights category, globally. Past winners of this award include DJ Khaled, Adele, J.K. Rowling, Jenna Marbles, Malala Yousafzai, Hannibal Buress, Casey Neistat, Tyler Oakley, and Taylor Swift.

Viviana Mall ran this initiative to raise awareness and empathy for the survivors of acid attacks, on the occasion of Women’s Day. They partnered with their digital marketing agency, White Rivers Media to bring to light the unheard, untold stories of Indian women who had been subjected to the heinous experience of an acid attack, and to empower others by spreading the word on how they dealt with it. The objective didn’t just end at awareness, but also extended to restoring the survivors’ dignity and giving them the equal footing in society that they deserve.

Shrenik Gandhi, Co-Founder and Chief Executive Officer of White Rivers Media said, “Our one and only goal with the Stop Acid Sale initiative was to empower the survivors of acid attacks. My hope is that the chatter and visibility that comes from our initiative receiving a Shorty Social Good Award serves to better achieve that goal. Congratulations to Team Viviana Mall, Team White Rivers Media & everyone involved in the campaign on being recognised for doing good. It is our honour to be working with a brand that’s willing to do good over doing well.”

Rima Pradhan, Senior Vice President (Marketing), Viviana Mall commented, “This campaign is now a landmark moment in our brand’s history. I want to thank all our partners who worked with us to make our Women’s Day campaign into a great initiative.”

Every year, the Shorty Social Good Awards aim to raise global awareness around, and thereby encourage, the positive impact that brands, agencies, and non-profits can have on society.

November 19, 2018
As ‘Dil Se Desi’ as you are:ZEE5 kicks off its international launch with a campaign that will touch a chord with the South Asian diaspora

MUMBAI: The traditional Mehndi is replaced by a funky henna tattoo; Payals (anklets) are paired with stilettos, and rapreplaces classicalas the new embraces the old – in its own inimitable style. Upping the cool quotient of ‘Desi’ by several notchesand capturing the essence of ‘Desi’ pride; the strong sense of belonging and connect with one’s roots felt by every South Asian living abroad, ZEE5 todaylaunched its global campaign‘Dil Se Desi’, officially marking the digital platforms’entry into the International market.

An ode to Indians and South Asians around the world, ‘Dil Se Desi’ clearly announces the arrival of ZEE5, the largest, most comprehensive digital entertainment platform for language content, in APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean. It is brought to life in a vibrant TVC that is a celebration of our ‘Desiness’, intricately weaving together our idiosyncrasies with what innately defines us and therefore binds us; our language, our culture and our entertainment.

Commenting on the launch,Amit Goenka, CEO, ZEE International and Z5 Global said, “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, ‘Dil Se Desi’ does this beautifully.“

“Interestingly, both this campaign ‘Dil Se Desi’and the ZEE5 India launch campaign we rolled out in February 2018, ‘ApniBhashaMein Feel Hai’ have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am‘Dil Se Desi’and I not only embrace, but celebrate who I am”, saidArchana Anand, Chief Business Officer, ZEE5 Global.

It is this celebration that is brought alive in the campaign that’s been painstakingly and jointly crafted by the teams at ZEE5and Publicis Capital. And it is this same celebration that is furthercaptured in the creative rendition #Desi.

Says Archana Anand, “When living in a different country, it’s the language, festivals, food, movies and music that keeps you connected to home and gives you a sense of pride and belonging, and hence ‘Dil Se Desi’. ZEE5 also celebrates this sense of belonging with its all-encompassing focus on languages across both its content and user experience, and is ‘Dil Se Desi’ in itself. With over 1,00,00 hours of content across 12 languages, ZEE5 is sure to quickly become the only choice for South Asians in any country to access Indian content online, and immediately connect to home.”

Bobby Pawar, Chief Creative Officer & Managing Director, Publicis Worldwide (India), said: “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘Desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”

Zee Entertainment Enterprises Limited’s digital entertainment platform ZEE5 has gone LIVE in over 190 countries, offering the largest width and depth of multi-genre content across English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi.ZEE5 comes packed with 1,00,000 hours of On Demand content, including Indian Movies and TV Shows, Cine plays, Music, and Health and Lifestyle videos along with a slew of exclusive Originals, across 12 languages. It also has an extensive Live TV offering with 60+ popular Live TV channels.

The ZEE5 App can be downloaded from Google Play Store as well as the iOS App Store and can be accessed by visiting www.ZEE5.com. The app is also available on Samsung Smart TV, Apple TV and Android TV; and will be available soon on Amazon Fire TV.

November 14, 2018
Chumbak launches first brand campaign with Ogilvy

MUMBAI: Chumbak, a souvenir brand, has planned to come up with its first campaign with an aim to introduce the multi-faceted Chumbak and what it stands for to the consumers.

The brand campaign comprises a digital film and outdoor campaign and it has been conceptualised by Ogilvy Bangalore.

Ogilvy south chief creative officer Mahesh Gharat said, “Chumbak is a brand that offers a range of colourful and unique products for young women. These products make women stand out and be unique in their own way. This led us to the insight that there’s something unique about every woman – a little quirk or a special charm in their character. It’s these small acts of impulse or free-spiritedness that we celebrate in the brand film.

"Chumbak is all about a little splash of colour or a pop of quirk that it adds to your home or ensemble. Here, we’re telling the stories of many women, who might seem ordinary at first glance but carry with them a little, unique quirk. Chumbak’s brand philosophy and product offering complements and completes this special quirk."

Chumbak CEO Vivek Prabhakar said, “The brand film is a culmination of us creating a defined story for our community and new consumers waking up to us. From narrating our brand ethos to our product story, the idea was to create something fresh and full of energy which is what the brand is today. We believe the film will surely get the ball rolling on the growth story around the brand with us expanding our online presence and taking up our store count to over 75 stores in the next year.”

November 14, 2018
Big Bazaar celebrates essence of togetherness

MUMBAI: The festive season of Diwali is a huge consumption occasion for any retailer, and with 220+ stores across India, it is of utmost importance to Big Bazaar. Historically, Big Bazaar has seen an increase in sales during the festive period across categories – fashion, food, home, electronics, to name a few, and the brand recognises that the opportunity to grow further is immense.

Big Bazaar’s ongoing campaign, ‘Har Tyohaar Mein Big Bazaar’ aims at reinforcing the brand’s understanding of India, her festivals and the nuances with which different groups across the country celebrate different festivals, such that it makes Big Bazaar a preferred destination for all festive needs/shopping.

As an extension of the campaign, the brand’s latest film celebrated the very essence of family and togetherness that forms the fabric of any Indian festival and brings to life the meaning of the true spirit of Diwali.

The warm, cinematic narration takes us through the journey of Jatin, a passenger in a delayed train who decides to not let the situation get the better of him. Instead, he strikes up a conversation with his fellow traveler to break the somber mood and offers him sweets from Big Bazaar. His little gesture sparks a chain reaction, with other passengers joining in and celebrating Diwali in the train itself, like one big family.

Penned by Rahul Mathew and his team, the lyrics of the background score resonate with the festive spirit of Diwali and the music, composed by Indian music producer, Sameeruddin, encompasses every mood in the film.

Apart from the film, the campaign consisted of a print, digital, radio and outdoor leg too.

Big Bazaar chief marketing officer Jishnu Sen says, “We at Big Bazaar believe that festivals; all of them are an intrinsic part of Indian life. So we celebrate all of them under one common thought of Har Tyohaar mein Big Bazaar. Diwali is yet another festival that’s important. We built a campaign on two truths. The first that a simple act of sharing a sweet and saying ‘Happy Diwali’ can bring untold joy. The second truth is that unfortunately, some people are not with family on Diwali. When you marry these two thoughts you get a magical tale of how a train full of lonely strangers transforms into a celebration of festive cheer.”

DDB Mudra group executive creative director Iraj Fraz adds, “The film celebrates the essence of togetherness during India’s biggest festival. It’s only the spirit of Diwali that can turn a train full of sullen strangers into one big family revealing in the festivities.”

November 12, 2018