ITV

Tag: Campaign

  • Fevicol spreads togetherness with its elephant mascots

    Fevicol spreads togetherness with its elephant mascots

    MUMBAI: They have endorsed the message of togetherness for last many years. Now, Fevicol, the largest selling brand of adhesives in India, has rolled out its third edition of the animated TV campaign series to connect with its audiences during festive season.

    For the third edition of the TVC developed by Ogilvy & Mather, the communication has taken a step further to reinforce the ‘strong bond of togetherness’. What is working for the brand is the clever use of Fevicol mascots – the elephants. O&M has clubbed the interesting concept with animation advertising that has brought its elephants to life, thus growing its connect with the audience. The animated elephants have kept the wit and humour quotient intact as always in a Fevicol fashion way.

    Pidilite Industries Chief Marketing Officer Anil Jayaraj, said, “We are happy to present the third TVC in our ‘Judh Jayein Tyohaar Pe’ festive series. We have received positive feedback for our earlier commercials on Rakhi and Navratri and hope Diwali TVC also draws similar response. Picking out simple events of life, marrying these with the brand’s message and incorporating it in such a manner that the audience can find connect with the brand’s message has been the philosophy of all our campaigns and so has been for our festive campaign. We are happy to subtly remind our audiences that Fevicol would “stick” around and bond with them on all festive and joyous occasions.”

    The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets, they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

    Commenting on the concept, Ogilvy & Mather executive chairperson and creative director South Asia Piyush Pandey, said, “Fevicol has never shied from experimentation or risked averse. We wanted to give animated life to our elephants and are happy to already see them growing fondness and capturing places in the minds of the audiences.”

    The ad will be aired across key Hindi speaking markets from 2 November to 4 November including sports during India-Australia ODI on 2 November, 2013. The communication will be extended through various digital promotion plan and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.
    The commercial opens with one of the Fevicol elephants developing cold feet at his attempt to burst tenderfoot sutli crackers. Meanwhile, he is realises that the other elephant, his fellow companion, has slyly already lit the much impactful rassi bomb right at his back. Bang! With the thudding noise of the crackers, the elephants go back to forming the Fevicol logo (trademarked for Fevicol – The Ultimate Adhesive) wishing everyone a happy, playful and a safe Diwali.

  • Get set for a chocolaty treat with Arjun Rampal

    Get set for a chocolaty treat with Arjun Rampal

    MUMBAI: Won’t it be more fun if a chocolaty, dark handsome hunk is representing the chocolate you are having? Seems the dreams of many chocolate bingers are turning true!

     

    Actor Arjun Rampal, who has wowed his fans with his roles in blockbusters like Om Shanti Om, Rock On, Rajneeti and many more, is all set to don a “chocolate hero” avatar for a new campaign by Mars Inc – one of the leading chocolate makers of the world.

     

    The actor has been loved by all, not just for his movies but also for his hot-bod. He has maintained a position in the industry on the basis of his consistent performances that have earned him critical acclaim and numerous awards. With a personality that celebrates style and panache, Arjun is a perfect match for the new Mars India campaign. The cherry on the cake is that Arjun is known for is love for chocolates.

     

    Talking about signing on Arjun for the new campaign, Mars International India Marketing Director Raghav Rekhi, said, “We are thrilled to have Arjun on board. He is a perfect fit for our new brand campaign as he has terrific mass appeal and strikingly brings alive the attributes that we are looking for our new launch, being passionate, sophisticated, and playful. We are confident that this association will drive visibility for the brand.”

     

    On his part, Arjun was very clear that he only partners/endorses brands that he is satisfied with. “I believe in partnering with brands that I use and appreciate. Mars Inc is a reputed international chocolate manufacturer that makes and sells my favourite chocolates. This is the first time that I have shot for a campaign in which I play a character that is ‘me’- an actor. I am thrilled to be a part of one of the biggest Mars Inc launch campaigns in India and am looking forward to a great journey ahead,” he said.

  • Close Law & Kenneth helps Skybag arrive in style

    Close Law & Kenneth helps Skybag arrive in style

    MUMBAI: Luggage manufacturer VIP has launched a new collection ‘Skybags Riviera’, under its youthful brand Skybags.

     

    Conceptualised by Law & Kenneth, the ad will feature brand ambassador John Abraham. The aim of the campaign is to build the brand value of style and create a youth promise that translates to consideration.

     

    About the campaign, Law & Kenneth chief creative officer (west & south) Rahul Nangia says, “You look at any conveyor belt at any airport around the world and you’ll find only boring black and grey bags. Skybags breaks the pattern. So the idea was to make people look at their own bag and wonder if they are being judged for it.”

     

    The research insight noted by the agency before the campaign was that bag is more than something one just lugs around. It is increasingly becoming an accessory, a part of your appearance. Today the travellers have evolved and are more style conscious. Luggage has now become a reflection of travellers’ personality.

     

    Elaborating on it, VIP marketing vice president Sudip Ghose says, “The ad was made to deliver a very simple but strong message that with the evolution of fashion conscious traveller, the bag is not just a utility but a reflection of who you are. This ad was made to highlight the positioning of Skybags as a trend setter – the most stylish and preferred luggage brand. The ad targets young professionals who are metrosexual, high on cool quotient and desire to make an impression where ever they go.”

     

    On what will distinguish the ad from the rest Ghose adds, “This ad is based on a real life situation and a phase that every traveller has to go through. The ad is direct and gets the brand attributes conveyed to the viewers that a travel bag is not just a utility but an extension of one’s personality. The tag line ‘Arrive in Style’ compliments the brand Skybags.”

     

    The campaign is on television, print as well as outdoor media. It will also be run extensively through cinema advertisement.

  • Social media hashtags work wonders for ‘Chennai Express’ premiere

    Social media hashtags work wonders for ‘Chennai Express’ premiere

    MUMBAI: Zee TV’s social media strategy to promote the world television premiere of Chennai Express on 20 October saw an unprecedented response on Twitter. The twitteratis went ga-ga rooting this year’s biggest blockbuster.

    It was a time for Shah Rukh Khan fans to show their loyalty and they were not disappointing at all. The fans received the contest with awe and excitement and supported all the hashtags – #ChennaiExpressAt8, #BiggestBlockbusteronZee, #ChennaiExpress #ThePowerOfACommanMan – created to endorse the premiere last Sunday. A first of its kind, this integrated promotional strategy on the digital platforms for the premiere of a movie on television, made people sit back and take notice.

    The well thought out integrated strategy by the team encompassed platforms like mobile, social media and TV to create an unparalleled and first of its kind campaign experience which took the digital platforms by storm. At the core of the campaign was a contest that started six days prior to the premiere of the film.

    The campaign had a virtual ticket window, which allowed all fans to ‘book’ tickets of Chennai Express. All the users after filling in a few details received a digital version of a ‘un-confirmed’ ticket. This was a contest whereby the fans received a PNR number (like the one received while booking a train ticket) and were asked to check the status of their tickets (whether confirmed or waitlisted) on television while the movie was on.

    A live ticker was run during the telecast of the movie where the winners PNR Numbers were flashed. This ensured that all participants watched the movie on the D-Day. Fifty lucky winners were given gift hampers autographed by Shah Rukh Khan as gratification.

    Right from its start and including the day of the telecast, the activity trended daily on social media. All activities and platforms converged resulting the following that were a first in India:

    Zeel head of marketing, national channels Akash Chawla exults: “We’re incredibly proud of this digital campaign that was built around the world television premiere of Chennai Express. Breaking all records is also the fact that #ChennaiExpressAt8 trended continuously for nine hours. This strengthens our belief to deliver path-breaking reach and resonance in an efficient and organic manner.”

    The campaign managed to reach out to more than three million Indians.

  • Ogilvy Bengaluru launches new campaign for Titan Raga

    Ogilvy Bengaluru launches new campaign for Titan Raga

    MUMBAI: Titan Raga stands for grace, femininity and sensuality and these values make their way into its exquisite timepieces and reflect in its communication.

    Paying tribute to the charming, alluring woman, Raga unveils its latest collection – Raga Pearls with a campaign conceptualised by Ogilvy Bengaluru.

    The latest campaign pays homage to a woman who soaks in life, lives every moment to its fullest and lets the magic and romance of the world etch her path. In this depiction, the Raga woman takes a journey that unexpectedly opens doors to self-discovery and the joy of surrendering to the moment.

    On the campaign, Ogilvy South executive creative director Joono Simon said, “Everyone dreams of a chance encounter with an attractive, nameless stranger on a journey. The creative potential of this alluring fantasy has been explored brilliantly by movies and literature many a time. In the new commercial for Raga, we are trying to explore this accidental rendezvous between two absolute strangers. It celebrates the sensuous and spontaneous spirit of a woman and her Raga.”

    The film opens to the Raga woman, Katrina Kaif, on a journey aboard a luxury train directed by Shashanka Chaturvedi of Goodmorning Films, the chemistry and beauty of the film is accentuated with brilliant camera work by Tetsuo Nagata, who also worked on the Oscar winning La Vie En Rose.

  • American Tourister launches its brand campaign with an Indian twist

    American Tourister launches its brand campaign with an Indian twist

    MUMBAI: American Tourister has introduced its brand new campaign ‘Take On The World’. The campaign highlights the brand’s fresh, energetic youthful appeal, and showcases the technology behind its new Vivolite range.

     

    Created by JWT Hong Kong, the Indian edition of this global TVC has been specifically enhanced with Indian background music with an aim to connect with a wider audience.  

     

    “‘Take On the World’ is meant to evoke that rush of excitement we feel when we’re about to go on a great trip, especially from the perspective of today’s young and optimistic travelers who are eager to see the world,” says JWT chairman Asia Pacific creative council Lo Sheung Yan.

     

    The high-paced TV commercial brings to life the brand’s fun, lighted-hearted and colourful attitude, while highlighting the durability of the stylish, lightweight Vivolite. The campaign, which was launched in Korea in July and will roll out across Asia Pacific through the rest of the year, also features a series of print ads that show a mix of global landmarks and young travellers from different parts of the world.  

     

    “Take on the World” concept captures the fun, young and international spirit of American Tourister. With this campaign we have attempted to break the Indian media clutter with some unconventional music. It’s a catchy, fun music score that resonates the brand personality also. We believe it will help us reach out to a larger audience in India and help with better brand recall,” says, Samsonite South Asia director marketing Anushree Tainwala.

     

    The 2013 “Take on the World” campaign is a sequel to the 2012 campaign, and marks a landmark for American Tourister, which celebrates its 80th anniversary this year.

  • Siemens India launches innovative integrated digital campaign

    Siemens India launches innovative integrated digital campaign

    MUMBAI: Siemens India has launched an innovative digital media campaign that uses a creative story telling technique to deliver the message to end customers. The latest digital media campaign is an extension of the Answers campaign followed globally by Siemens, which is aimed at establishing Siemens as a sustainable technology leader delivering a transformational benefit toward customers.

    Thought Process was the production house while Ogilvy was involved in the conceptualisation. The digital agency managing the campaign is Quasar (part of the WPP group), while the digital assets were created by Conrad-Caine, Munich. The social media agency involved in the campaign is LBI (part of Publicis).

    The campaign will run for a durationof six months.

    “We have made the end-user the protagonist as well as the narrator of the story. We have kicked off the story series with the dabbawalas who use the Mumbai local trains to deliver lunch to over 200,000 office-goers and residences on time. We have brought the element of story-telling right into our creative approach,” says Siemens India head of digital media Sudhir M D.

    In the integrated digital marketing campaign, where social media is complemented by a QR code initiative, on-ground and off-line promotions, a dabbawala named Kiran Gavande narrates his story, establishing how he goes about his life. The online banners direct the website visitors to the video on YouTube brand channel of      Siemens, which then directs the visitor to the Siemens web site with details on the actual Siemens technology that has contributed to the dabbawala’s life.

    The ‘Answers’ program is designed to demonstrate the lasting impact of Siemens technologies to improve lives, improve cities and improve businesses for the better. This is achieved through a creative strategy designed to simply reveal the truth about Siemens, and reveal the brand’s greatness. In an age of increasing transparency, enabled by digital and social media, telling the truth is the strongest statement a brand can make, especially since target audiences can now very quickly discover what is a truth.

    Siemens stories generally start with a human issue, which then leads to a global problem. In every case a Siemens Answer resolves the issue, and ultimately changes peoples’ lives significantly for the better, or avoids a problem that would have changed their lives significantly for the worse.

  • Bharat Nirman Public Information Campaign in Puducherry sees participation by children

    Bharat Nirman Public Information Campaign in Puducherry sees participation by children

    NEW DELHI: A colourful rally featuring children marked the start of the prestigious Bharat Nirman Public Information Campaign at Karaikkal, Puducherry, in the presence of Minister of State in the Prime Minister’s office V Narayanasamy.

    Students from the NSS, Junior Red Cross, Scouts and Guides etc took part in the rally, carrying aloft banners and boards proclaiming the various schemes including the core programmes that fall under Bharat Nirman.

    Narayanasamy lit the traditional kuthvilakku, marking the beginning of the three day information-cum-interactive sessions and exhibition organised by the Press Information Bureau in association with media units of the Information and Broadcasting Ministry and Karaikkal administration.

    Narayanasamy also released a set of twelve booklets in Tamil depicting the various Bharat Nirman schemes in simple Tamil. The first copies of the illustrated booklets were received by A H M Najeem, MLA.

    The inaugural session was also attended by Puducherry leader of the opposition V Vaithilingam, Karaikkal District Collector A Muthamma Ministry officials present included PIB Chennai ADG K M Ravindran, and PIB Delhi ADG Manoj Pandy, Director of Field Publicity Director N V Nagarajan, and Directorate of Advertising and Visual Publicity Assistant Director Ravi Kumar.

    This is the 47th Public Information Campaign being conducted in Tamil Nadu. The objective of the campaign is to highlight the various developmental and welfare programmes of the central government.

    More than 70 stalls, depicting the various developments and welfare initiatives of the government, form part of the exhibition. Various sessions on rural development, Sarva Siksha Abhiyan, National Rural Health Mission, Janani Shishu Suraksha, women empowerment, PM’s 15-point Programme for Minorities’ Welfare, will be held and addressed by government officials and opinion makers. The government’s recent initiatives like the Unique Identification Card “Aadhar”, land acquisition, Direct Benefit Transfer scheme etc., will be in focus during the exhibition.

    Besides the exhibition at the Municipal Ground, Karaikkal, the DFP has already begun village-level campaign programmes in six identified locations around Karaikkal.

  • Draftfcb+Ulka creates new campaign for Amul Mithaimate

    Draftfcb+Ulka creates new campaign for Amul Mithaimate

    MUMBAI: Draftfcb+Ulka has rolled out a new campaign for Amul’s Mithaimate.

     

     “The TVC brings alive the versatility of Amul Mithaimate by showcasing desserts, from the world over, that can be made with it. It opens up the viewer’s mind to the endless possibilities that exist with the brand with the option of accessing these recipes at the Amul website. From the all-time favourite Gajar Halwa to the Brazilian Chili Chocolate cake, Amul Mithaimate can truly bring the world to your dessert plate.” said Draftfcb+Ulka Group creative director Haresh Moorjani

     

    Commenting on the advertisement, GCMMF MD RS Sodhi said, “The TVC has a ‘global’ feel and explores delightful opportunities using Amul Mithaimate. It is sure to attract eyeballs.”

     

    Highlighting the relationship the agency shares with Amul Draftfcb+Ulka COO Nitin Karkare said, “This TVC is testimony to our sweet relationship with Amul. I am extremely glad and excited that we are focusing on the condensed milk category as there is a huge potential thanks to our superior product and the power of the Amul brand.”

     

    The creative team behind the TVC is K S Chakravarthy, Subodh Poddar and Haresh Moorjani.

  • Sab campaigns for votes

    Sab campaigns for votes

    MUMBAI: With the general elections due next year and almost everyone talking about it, Sab has decided to cash-in on the idea for its award show too.

     

    In just its second season, Sab ke anokhe awards, has election as its theme this year. The campaign ‘saal ka sab se anokha election’ will enable the viewers to vote for their favourite nominee from each category.

     

    The viewers will be able to vote for five categories – Sab Se Anokha Prani, Sab Se Anokhi Jodi, Sab Se Anokha Musibat Ka Mara, Sab Se Anokha Romance and Sab Se Anokhi Nari. And the winner will be declared only on the basis of the votes. As for the other categories, winners will be decided by a jury.

     

    Talking on how the nominees were selected Sab EVP and business head Anooj Kapoor says, “If one looks at our shows it is quite evident that which character from a particular show will fit a certain category.”

     

    The channel hasn’t left any platform to market the award show. From hoardings plastered on buses to a vote appeal on television, the channel has a pan India line of attack to get in as many votes as possible. It has booked 10,000 spots on TV, 600 hoardings across 40 cities, tie-up with Café Coffee Day outlets apart from advertising on 40 newspapers (Hindi, English & vernacular). It is also active on social media and will allow the viewers to vote through its Facebook page, Sab Play mobile app, SMS etc.

     

    With digitalisation and the change in TAM ratings, the channel is optimistic about its reach and the number of people voting in. Last year the channel received close to five lakh votes for the awards. “With TVT, of course, we know what our reach is and hope to engage as many viewers as possible,” sates an optimistic Kapoor.

     

    The main sponsor of the award show is Rin and it is powered by Cadbury 5 Star. Kotak Mahindra, Asian Paints and Badshah Masala are the associate sponsors.

     

    The show will be aired on 31 August and we can only hope that viewers choose the right and the deserving candidate at least in reel if not in reality!