MUMBAI: Heinz Tomato Ketchup has launched its new campaign which features mouth-watering food and how people are so engrossed in eating the Heinz ketchup that they ignore everything else.
When Heinz Tomato Ketchup aspired to spread its brand message, the brand wanted to do so in a unique manner that grabs the viewer’s attention. Kraft Heinz in collaboration with digital agency FoxyMoron found an ingenious way to circumvent this using a quirky technique to create curiosity and keep the viewer hooked on. Most viewers on YouTube view pre-rolls as white noise before tuning into videos that hold their interest. These interactive pre-rolls are first of its kind, where unlike any other skip ad, the protagonist is so engrossed in eating that he/she tells the viewer to skip the advertisement and leave them alone.
The campaign consists of six pre-rolls ads wherein the protagonists do exactly the opposite and tell the viewer to hit the skip button. The videos then proceed to showcase how the protagonist enjoys the taste of Heinz Tomato Ketchup so much that they don’t care about their surroundings or anything else at all.
This helped build curiosity by telling the viewer to skip the advertisement within the first five-seconds, followed by showcasing common and relatable individuals indulging in food with Heinz Tomato Ketchup.
By telling its viewers to hit the skip button, Heinz Tomato Ketchup created intrigue and got the viewers to watch what the pre-roll had to offer and the results did not disappoint!
FoxyMoron co-founder Suveer Bajaj adds,“With the five innovate pre-roll concepts we developed for Heinz Ketchup, we toyed with the idea of tempting users to skip an ad, or continue enjoying the ketchup experience that Heinz presents us all with on a daily basis. We saw a shocking completion rate of 32 per cent (2X industry standard) on skippable inventory proving that the daring slice-of-life creative managed to manifest a delicious everyday ketchup experience for all!”
MUMBAI: In its endeavour to emphasise and bring to attention how widespread serious illnesses are and how expensive it is to treat them, Religare Health Insurance has gone live with its first ever YouTube mast-head video. The message is that lack of proper financial planning and absence of adequate health coverage spiral into financial distress.
In order to highlight these underlying issues, the company has created a thought-provoking video that has received over 8 million views in a single day.
With the campaign, Religare Health Insurance apprises its audiences that some critical health issues such as cancer or coronary heart ailments have become far more common than we think.
Titled ‘Be Responsible’, the campaign urges people to be more responsible towards their loved ones by insuring their health; thus making them financially independent to manage any health-related misfortune.
Religare Health Insurance business head of digital and business development Sachin Maheshwari says, “We have observed that even first time buyers of health insurance are usually of relatively progressed age. This is because customers believed that they would not encounter any serious medical condition in their younger years. This campaign is part of our sustained efforts to apprise customers with facts that would enable them to secure themselves with a health insurance as early in their lives as possible.”
Religare Health Insurance wishes to bring a change in this behaviour and resolves to educate the younger audience which is why this day-long campaign was executed on the YouTube platform. It’s the first time a health insurance brand has taken a stance like this.
MUMBAI: Fastrack has launched a new watch collection, Loopholes, that specifically highlights the design inspiration perforations on the straps. The campaign has been conceptualised by Lowe Lintas’ Bengaluru office.
The creative leap that the agency took was to create two worlds, one within the hole and the other on the outside. The characters in the stories are seen getting their way by literally using the perforations as Loopholes (also the name of the watch collection) to their advantage and make a quick getaway. There are three films that amplify this idea.
The campaign will be visible on online media – YouTube and social media platforms. A series of outdoor communication augmenting the design idea will also bolster the campaign’s visibility.
Lowe Lintas Bangalore executive creative director Shiv Parameswaran adds, “Sometimes, the product itself can lead to an idea. In this case, it was the perforated design pattern of the watches. The typography we created for “Loopholes” also became the escape route for all our characters. After all, every situation has a loophole. You can get away if you spot them.”
Fastrack head of marketing Ayushman Chiranewala adds, “The Loopholes collection is inspired by perforations on sports apparels blended with the unique Fastrack design language. It’s made for the youth who is always on the move. The campaign highlights the ‘holes/ perforations’ on the watches and adds a quirky and fashion forward touch which depicts how the consumer is on the lookout to get out of sticky situations by finding out loopholes. The collection has 36 watches sporting various functions like day date feature and multifunction feature, split equally between guys and girls.”
Lowe Lintas president South Hari Krishnan mentions, “When Fastrack showed us their new range of perforated watches, we saw the quirk right there. Every perforation is a loophole and every loophole, an opportunity.”
MUMBAI: Mouth freshener brand, Rajnigandha Pearls has rolled out its new TVC with Bollywood actor and its brand ambassador, Priyanka Chopra. The brand showcases acts of kindness extended to strangers with heart-warming narratives reflecting the brand’s philosophy.
The TVC, conceptualised by L&K Saatchi & Saatchi has a unique and interesting plot, which weaves in unpredictable instances, shrouded in surprises and is narrated in anecdotes. The commercial, with its stillomatic presentation, is devised to intrigue and hold the viewers’ attention.
The film revolves around Priyanka who comes across various situations that have a flip side and are initially deceptive. It begins with her walking in a market street. She observes that people around her, are behaving unusually as she sees a waiter pushing a woman with shopping bags in her hands. She is momentarily disturbed, but within seconds, realises that the waiter was saving the lady from a flower pot that had toppled and is about to hit her. Gradually as she moves ahead, she comes across a series of such events that look offending or demeaning at first sight, but the goodness hidden behind these acts come alive after a slight pause.
Actor Priyanka Chopra says, “I don’t think there is anything better than spreading goodness in this world and it’s great that Rajnigandha Pearls has decided to highlight that. We all have goodness inside us, and all around us, we just have to open our minds to see it. It’s these random acts of kindness that make the world go round.”
DS Group associate VP marketing Rajeev Jain adds, “Goodness inside, shines outside’ is an aphorism fostered by Rajnigandha Pearls. Being the brand’s core essence, this inner goodness or achchai not only stands out in all our communication but also goes into the making of Rajnigandha Pearls, a premium mouth freshener. In this thought-provoking campaign, we are highlighting such acts of goodness. The TVC leaves a feel good factor with a memorable message that reveals goodness in various little situations.”
L&K Saatchi & Saatchi executive vice president Sanjeev Gauba mentions, “The tagline and the philosophy is what we wanted to showcase it by depicting caring individuals going out of their way to help strangers.”
Leveraging on the success of earlier campaigns and growing demand, this new integrated campaign will be advertised on TV, radio, digital, outdoor, print and BTL
MUMBAI: Pharmaceutical company, Cipla has developed ActivKids Immuno Boosters, a supplement for children. It will address the issue of low immunity in kids by providing up to 100 per cent RDA of key immunity nutrients. The concern for the children’s health makes mothers overprotective and they often put restrictions without realising the impact it has on their personality. It is necessary that instead of saying ‘No’ to kids always, their immunity is strengthened to keep them healthy.
Cipla Health head of marketing Himava Nath says, “The movement seeks to empower moms and the brand ActivKids Immuno Boosters, with its immunity benefits and unique format, aids the mothers and gives them the confidence to say ‘Yes’.”
The campaign was rolled out with a social experiment on the online page of Cipla highlighting the psychological impacts of ‘No’ on a child followed by a call out to mothers to take the Yes Challenge.
MUMBAI: A famous quote in advertising correctly justifies the medium – ‘Creativity without strategy is called art, creative with strategy is called advertising’.
It does stand true as advertising is creatively conveying your message to the viewers. Ad folk are obsessed with creativity which brings out the best in agencies that end up becoming memorable.
With holiday season around the corner, brands world over are pulling up their socks (did we hear Santa?). Holidays also give the audience more time to watch the ads as people tend to sit back, relax and enjoy some “me-time” by watching television or browsing social media platforms. Holiday ads are also significant as people tend to shop and splurge on gifts for family and friends around Christmas and New Year.
In our constant endeavour to bring forth interesting content to our readers, Indiantelevision.com has commenced a new weekly series, wherein we would showcase prominent international campaigns of the week that went by.
To kickstart the holiday season, we list down some of the most creative campaigns around the world this week. We are sure that these ads will get you in holiday mood ahead of time.
LEGO Australia Christmas ad:
Lego Australia created a stop-motion animation about a Lego Santa finding his way home to save Christmas, thanks to a surprise help from a spirited stranger, Sensei Wu. The campaign is a delightful little story that perfectly illustrates the sort of elaborate world-building Lego toys foster and the imaginative play that can happen within the little universe. The campaign was created by CHE Proximity agency.
Apple Holiday ad:
Mobile giant Apple launched its holiday campaign called “Sway”. The ad features a brief appearance by the new iPhone X, but mostly revolves around AirPods and sharing an experience with music with someone special. The protagonist runs into a guy, imagines sharing an AirPod with him and the two fall in love before returning to reality where they pass by each other in the street.
Heathrow bears Christmas ad:
In the latest campaign by London’s Heathrow airport, much loved teddy bears Mr and Mrs Blair make a comeback to celebrate Christmas. During the two-minute video for Britain’s biggest airport, the emotional story follows the married couple from 1967 to the present day over the decades, as they longingly wait for each other in arrivals. The ad has been produced by Heathrow airport and is sure to make you teary-eyed.
Otto retail Christmas ad:
The short film revolves around the tale of a trapped Bolivian traveller to inspire togetherness in Christmas. Produced by BIGFISH, the campaign aims to get us into the spirit of Christmas regardless of where we are.
McDonald’s reindeer ad:
McDonald’s has come up with an ‘awee-worthy’ ad this holiday season that talks about the tradition of leaving a gift for reindeers on Christmas for their hard work. The campaign conceptualised by Leo Burnett is part of McDonald’s #ReindeerReady Christmas menu.
MUMBAI: Britannia has launched a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends.
As a brand that has been around for years, Britannia Bourbon recognised the need for a revamp. The brand redefined itself in the context of this friendship and connected it to people whose lives revolve around their friends. The company has designed a campaign that is built on the fulfilling moments shared between best friends.
Video Link: https://wetransfer.com/downloads/65070e8c73fd80a51f4eb1401531460820171117073706/a7fd45
Britannia vice president of marketing Ali Harris Shere says, “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages, including adults for whom moments spent with their best friends is a pivot on which their life revolves (around). We want to find a place in each friends’ group and this campaign is our first salvo in that direction.”
McCann executive vice president and head South Dileep Ashoka adds, “Competition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for brand Bourbon by redefining the functional and emotional role of the brand in consumers’ life. This led to the campaign being based on a brand space of Bourbon Friends Forever, wherein Bourbon fuels real friendship moments.”
McCann Bangalore executive creative director Puneet Kapoor adds, “There are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It’s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.”
NEW DELHI: The 2nd leg of the campaign, #NoConditionsApply, a revolution kicked off by Calcutta Times aimed at changing the division of tradition is creating waves across the country.
Crafted by FCB Ulka, the campaign has been released in print and on social media platforms.
The campaign, is based on the 400-year-old tradition of Sindoor Khela the last day of the auspicious Durga Pooja, an annual Hindu festival. The Sindur: that married women put in the parting of their hair, to indicate their marital status.
During the festive time, the warrior goddess, Durga, is worshipped by the Bengali community in India, for a period of 4 days at the onset of autumn. On the last day of this vibrant, rich, communal celebration, married woman endorse the goddess’ and their own marital prosperity by applying Sindur on to the idol’s face and then to each other. It’s a mad riot of vermillion celebration. It’s about a fertile world, a wedded world, a world that acknowledges the wifeness & motherness of a goddess who has just slain a demon. But while the married women come together the rest of sisterhood looks on…uninvited.
“This movement wasn’t for those who had opted out. It was for those who had been pushed out. It was about erasing a line not drawn by them, but by others. About two dots of red with no barrier in between. Me & my other sister. My transgender sister. My widowed sister. My sex worker sister. My outlier sister. It was about equality in symbology. Because after all, that is where it all begins and where it all flows back to. Every progressive, inclusive thought is only as powerful as the ritual it permeates. At least in a country like India – where ritual is everything” said Swati Bhattacharya, Chief Creative Officer, FCB Ulka.
Shedding light on the theme, Rohit Ohri, Group Chairman and CEO, FCB India said, “I have a special connection with this campaign. Having been born and brought up in Kolkata, Durga Puja was something I always looked forward to in my growing up years. Sarbojanin Durga Puja was how I always remembered it. Sarbojanin means for everyone. So Durga Puja was for everyone but Sindoor Khela wasn’t. Swati, Chief Creative Officer FCB Ulka and a feminist, created this campaign about social inclusion for TOI. Inclusion cannot be conditional. And so #noconditionsapply was the perfect articulation to spark off this behaviour change campaign.”
Speaking on the occasion, Sumeli Chatterjee, Vice President, Brand TOI said, “#NoConditionsApply is an initiative that is close to our heart and existence. There is a lot of talk of diversity of gender, this highlights the need to have diversity even within the gender. While we have hosted this inclusive Shindoor Khela initiative in Kolkata, the messaging is relevant to every occasion and every festivity. When we talk of Gender Equity, we cannot limit our conversations to only ambition and opportunities; we need to talk about inclusion in Festivals, Celebrations and every walk of life that will allow everyone to walk that step together. No Celebration can every be complete without including one and all.”
Imagine, what will pop up in your mind when you hear ‘Let’s do it’ or ‘Ho jaye’, something naughty or kinky? But, these are words regularly used by Bongs in their day-to-day lives. Hoichoi however made it into a happening and impactful campaign.
The recently-launched OTT platform Hoichoi buzzed with a creative campaign called #hoyejak. Designed by Rediffusion Y&R, it created a hype across social media platforms such as Facebook, Twitter and Instagram.
Hoichoi was launched on 20 September by Shree Venkatesh Films (SVF), an Indian media and entertainment company headquartered in Kolkata. #hoyejak by Hoichoi, an ad-free platform with a collection of seven original web series till date and three more to launch by the end of October, was preceded by some funny one-liners which created a lot of curiosity amongst the Bengalis during Durga Puja.
The faces of the campaign were none other than the Hoichoi and SVF team members themselves. #hoyejak hoardings dotted the skylines of Kolkata and were strategically placed at various locations to grab maximum eyeballs. Hoichoi co-founder Vishnu Mohta, interacting with Indiantelevision.com‘s Kirti Chauhan, said, “Hoichoi means happening of positive activities around you. Excerpts from an interview where Mohta shared insights about campaign:
Tell us about your marketing strategy to promote Hoichoi?
In the first six months, it is all about creating brand awareness. We are not looking to the brands and advertisers in the initial phase because we are offering Hoichoi in an advertising-free form to provide uninterrupted viewing. So, we have used all our considerable SVF properties across cinemas and screens, digital and social properties to promote hoichoi.
We believe advertising must be disruptive and highly engaging, just like the original content on Hoichoi. We launched an innovative #hoyejak teaser campaign to promote Hoichoi. It was an outdoor campaign and became the most talked about campaign of the city this Durga Puja. We had Hoichoi hoardings across the high-traffic parts of the Kolkata skyline, and those drew a lot of attention and generated conversations across mediums.
What does ‘hoyejak’ mean and how was the response to the campaign?
See, both, Hoichoi and Hoyejak are two very common, everyday terms used by Bengalis in their day to day conversations, and obviously were chosen because they establish an automatic connect. #hoyejak translates to “let’s do it” in English, and “ho jaye!” in Hindi. Not only the words, but also the faces we used were really pleasant, everyday faces to reflect the average Bengali on the streets of Kolkata. In fact, we used Hoichoi and SVF team members themselves in the campaign, and together, the creatives and the entire approach sustained the buzz and brought a smile to the faces of the public.
Tell us about the timing of Hoichoi launch, and the campaign rollout
Well, some very funny one-liners preceded the #hoyejak campaign, which created curiosity amongst Bengalis. Designed by Rediffusion Y&R, we had strategically decided to launch Hoichoi in the Durga Puja festive season, because it is obviously the best time of year to roll out anything for Bengalis, not just in India, but worldwide. The Puja holidays not only see Bengalis turn out in their festive best with their families, but also see most Bengalis travelling back from outside Bengal to their homes or loved ones in Kolkata and across the entire state.
Our choice of OOH locations which included the airport and Howrah station along with other high-traffic areas, gave our campaign in Kolkata a very high OTS and helped it make a big impact. It also had a lot to do with the creative content of course – not only were the ‘tease and reveal’ creatives very entertaining, but the fact that nine out of 14 creatives talked about Durga Puja, helped the campaign receive great word of mouth publicity.
How many locations did you cover across Kolkata?
Many. Right off, I can recall Howrah Station, Ultadanga, Science City, Syed Amir Ali Avenue, Rashbehari Metro, Harish Mukherjee Road, Ruby crossing, Gariahat Flyover, Garia, B. T. Road, AJC Bose Road, Gurusaday Road and the airport.
How much did you invest for the promotions?
I regret I would be unable to share the cost, but suffice to say that it was an extensive campaign that was put up across numerous prime OOH spots in Kolkata, and we did not hold back on it in any way.
How was it received by the viewers?
Social media platforms like Facebook, Twitter and Instagram were buzzing. On the day of the Hoichoi launch event (20 September), #hoichoi trended pan-India at the no.1 position, with #hoyejak at no. 2. Prominent Tollywood stars took to social media to congratulate SVF on the grand launch of hoichoi. Both our hashtags, #hoyejak and #hoichoi, together generated over 3000 conversations and 47.9 million impressions, reaching approximately 6.8 million people within four hours of the launch.
MUMBAI: HyperCITY Retail (India), a hypermarket chain, has launched its new digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.
Keeping up with the brand promise of ‘Something Fresh Everyday’, the DVC opens with the Sharma’s planning and organising a Diwali party. With multiple demands by each member in the family, the lady of the house fulfils each request efficiently by the wide range of offerings available at HyperCITY, making her the perfect hostess.
HyperCITY VP – marketing, loyalty and visual merchandising Manoj Jain says, “We at HyperCITY have been studying changes in the purchase patterns of our target audience, over a period of time. The campaign salutes the lady of the house, incidentally our primary shopper, who makes everyone feel special and appreciated, thus becoming a super hostess this Diwali.”
Gozoop Online group director – communications Amyn Ghadiali says, “In today’s hyper-connected environment, any brand’s outbound communication should be a reflection of the society it thrives in. Besides being relatable, every piece of content is carefully crafted so that it can add value to the audience.”
He further adds, “Before creating the concept, we conducted thorough research to understand how women, 25-40, are consuming content online and examined the changes in their interest/behaviour across platforms. As the team working on the campaign we believe the true outcome of the campaign is very simple: Har Dil Roshan Karo.”
The campaign has been scripted and directed by Gozoop Online. The integrated marketing program will include radio, online, and in-store promotions through a phased rollout.
