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Tag: Creativeland Asia

  • adidas launches ‘3 Ka Dream’ campaign

    adidas launches ‘3 Ka Dream’ campaign

    Mumbai: Rooted in the belief ‘impossible is nothing’, adidas sets the stage for the ICC Men’s World Cup 2023 with its ‘3 Ka Dream’ campaign. A testament to the country’s unwavering support for team India, 3 Ka Dream gives words to over a billion Indian fans’ dream to see their team win a third ODI World Cup.

    With lyrics crafted to evoke a sense of unity, ‘3 Ka Dream’ serves as a rallying cry for cricket enthusiasts, igniting a sense of belief to achieve the dream. While the track is sung by the talented Indian rapper Raftaar, the film features cricket’s powerhouses – Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav alongside passionate fans.

    A beautiful montage of emotions of both cricketers and fans, the film brings alive the unwavering hope that every fan holds, as they cheer for their beloved team to bring home the 3rd ODI World Cup. The campaign is an embodiment of adidas’ belief, where all it takes is passion to prove that Impossible Is Nothing.

    Speaking on the campaign launch, adidas India senior director Sunil Gupta said, “Cricket holds a special place in the heart of every Indian. With the World Cup being held in India, the stakes are higher than ever and so is the desire to watch the team succeed. 3 Ka Dream channels the raw energy into an anthem that aims to unify India in its relentless dream for a third world cup victory.”

    Conceptualised by Creativeland Asia, ‘3 Ka Dream’ is more than just a campaign; it’s a nationwide movement that invites all of us to unite and dream boldly. To ensure that this powerful message resonates far and wide, adidas has employed a multi-pronged approach and will be leveraging a diverse range of media platforms, including digital, print, radio, and an on-ground retail activation that will give Indian fans a platform to showcase their support. Additionally, the heart-pounding anthem will also be available on all major audio platforms, including Spotify, Jio Saavn and more.

    In celebration of the World Cup being held in India, adidas has modified the recently revealed ODI jersey. Now the three white stripes on the shoulders will be replaced with the tricolour, and the BCCI logo will have two stars representing the 1983 and 2011 ODI victories. While team India will be seen sporting the same on the field during the World Cup matches, the jerseys will also be available for fans in limited numbers. Additionally, to mark the occasion, the brand has launched 2023 pairs of the adidas grand court, a special World Cup edition shoe, where the first two stripes will have 1983 and 2011 printed and for the third stripe an insert with 2023 will be given separately to complete the “3 ka Dream”. Both the limited-edition jerseys and adidas grand court shoes will be available for fans to purchase at all adidas stores and at https://www.adidas.co.in/cricket.

  • Godrej redefines ABCD on Children’s Day

    Godrej redefines ABCD on Children’s Day

    Mumbai: Godrej Group has launched a new campaign for Children’s Day that redefines all 26 letters of English. The new-age ABC song was released on the group’s social media pages.

    Sung in the same tune as the traditional ABC, it makes the learning process easy and catchy. The song aims to help little ones grow and live better, thereby promoting a society and nation that thrive. The song aspires to help raise the children to be genuine, well-aware, and streetwise individuals who learned facts and values early in their lives.

    With a vision of replacing the traditional ABC with the new-age ABC, Godrej Group has tied up with Teach For India for an on-ground partnership. They will be posting the video on their social media handles as well as sharing it with their fellows, who will make videos/reels of them reciting this new ABCD song. Going forward, we will be approaching more schools and the Educational Board of India to include ABC in the pre-school curriculum.

    Speaking on the launch of the new ABC song, Godrej Group executive director and chief brand officer Tanya Dubash said, “It is imperative that children learn and inculcate the right attitudes and habits at a tender age. Since Children’s Day is extra special for us at Godrej, we thought of gifting our kids with a song that will help them become better individuals tomorrow, even as they learn the basics of the alphabet. The new ABC song will therefore be an appropriate introduction to learning for the children of today.”

    Speaking about the partnership, Teach For India CEO and founder trustee Shaheen Mistri added, “At Teach For India, we keep children at the centre of everything that we do. We want every child to reach their truest potential by giving them access to an excellent, reimagined education. With the new-age ABCDs, we can start to sow the seeds of what children can truly imagine for themselves, for others, and for India.”

    Creativeland Asia co-founder and creative vice chairman Anu Joseph said, “With so many things changing around us over the last couple of years, we thought kids should have a new set of things to remember and learn. Therefore, this new-age ABC song.

  • Godrej celebrates Diwali with new campaign #CookingGoodness together

    Godrej celebrates Diwali with new campaign #CookingGoodness together

    Mumbai: The Godrej Group has launched its latest campaign #CookingGoodness together that celebrates the Diwali festive season by showcasing the power of cooking to bring families together.

    The campaign is conceptualised by the corporate brand and communications team of Godrej and Creativeland Asia and it highlights how cooking can be fun, easy, less time-consuming, and at the same time deepen familial relationships when done together.

    “Cooking transcends generations and builds bonds. When families cook together it’s not just about the food, but instead about sharing an experience. It has become all the more so since the Covid-19 pandemic, as families, locked down together, have not only preferred eating healthy home-cooked food but also sought out bonding experiences,” stated the brand in a statement.

    “The digital campaign #CookingGoodness together is a celebration of family time. Food, as something that transcends cultures and generations, has always brought people together,” said Godrej Group executive director and chief brand officer Tanya Dubash. “The campaign highlights how Godrej products are designed incorporating that spirit of togetherness married to convenience.”    

    “We all know that food is the greatest glue of society. And what truly amazed us is the number of Godrej brands we use in our kitchens every single day,” said Creativeland Asia chief creative officer Anu Joseph. “This film is a celebration of all things food made by Godrej, and how the numerous brands of Godrej are helping cook goodness in millions of Indian kitchens every single day.” 

  • Cinthol ropes in Siddharth Suryanarayan as brand ambassador

    Cinthol ropes in Siddharth Suryanarayan as brand ambassador

    Mumbai: Cinthol, the legacy brand from the Godrej Consumer Products Limited (GCPL) has brought on board actor Siddharth Suryanarayan as the brand ambassador for its new entrant in the soap family, Health Plus soap. The association aims to drive awareness about the germ protection soap. Conceptualised by Creativeland Asia, its new TVC campaign #HaiTaiyaarHum featuring Siddharth, will also go live to highlight product features and increase the visibility of the brand.

    The new ad film encourages people to step outside their comfort zone, be adventurous and experience the thrill of the outdoors in all its glory. Popular among the youth, and known for being daring and honest, Siddharth is one of the celebrated actors in the country. The brand, Cinthol Health Plus symbolises being unafraid while taking on challenges and always prepared. This thought is showcased through the brand’s new #HaiTaiyaarHum campaign, said the statement.

    Speaking about the collaboration, Siddharth said, “Cinthol is a legacy soap brand which I have personally used over the years.  I will be endorsing Cinthol Health Plus which stands for fearless protection. Being objective, firm, and brave are some of the qualities which define me as a person. This is the reason I feel my collaboration with the brand makes complete sense. Cinthol Heath Plus soap has the power of 99.9 per cent germ protection with an amazing deo fragrance, which makes you confident as you take on everyday challenges. Given the ongoing COVID-19 situation, Cinthol and I want to encourage people to continue answering our call of duty because we have the assurance of Cinthol Health Plus.”

    GCPL CEO – India and SAARC, Sunil Kataria said, “Cinthol is amongst the iconic brands that we have from the house of Godrej. With our new partnership with Siddharth, we expect to disrupt our core markets and further strengthen the brand position. Together with Sidharth, we are bringing the messaging of taking on one’s duties fearlessly with the assurance of Cinthol. The new TVC anchored on fearless protection will bring alive Cinthol philosophy of ‘Alive is Awesome’ in a unique way. Unlike other health soaps, Cinthol Health Plus delivers protection from germs without compromising on fragrance.”

  • Cinthol says ‘Wake Up Alive’ in its latest TV campaign

    Cinthol says ‘Wake Up Alive’ in its latest TV campaign

    Mumbai: Godrej Consumer Products Ltd’s (GCPL) soap brand Cinthol has unveiled a new TV campaign ‘Wake Up Alive’ urging people to start every morning with the blast of its Cinthol Lime and Cinthol Cool Soap’s freshness.

    The TVC, conceptualised by Creativeland Asia, takes viewers on a visual treat capturing varied landscapes. After the ‘Alive is Awesome’ campaign last year, Cinthol once again aims to uplift the spirits of consumers who are homebound due to the pandemic, the brand said in a statement.

    “Cinthol stands for freshness and promises to deliver the most refreshing bathing experience. With this new film, we want to highlight how a shower with Cinthol Lime or Cinthol Cool is all you need to make your day fresher,” said GCPL, CEO – India & SAARC, Sunil Kataria. “The blast of lemony freshness and icy cool menthol will make you feel fresher than ever, and with 99.9 per cent germ protection, you won’t just stay fresh but also protected.”       

    Creativeland Asia, chief creative officer, Anu Joseph, added, “True to Cinthol’s philosophy of bringing alive every moment, this film captures how a lazy morning on a mountaintop quickly transforms into a ride of a lifetime for a bunch of friends. The bathtub becomes a boat, and a regular bath transforms into an alive bathing experience involving streams, snow, and a frozen lake. That’s the experience Cinthol Lime and Cool variants promise every single time – To wake up alive.”

  • Creativeland Asia ropes in Kantar’s Shalini Sinha

    Creativeland Asia ropes in Kantar’s Shalini Sinha

    MUMBAI: Creativeland Asia (CLA) has appointed Shalini Sinha as CEO of its consumer intelligence unit and director of strategy.

    Her new role will require her to build up the agency's growth and deliver integrated solutions, driven by a well-rounded view on consumer insights that can be translated into actionable brand insights. 

    Sinha’s previous stint was with Kantar South Asia as commercial lead for its creative division. During her 20+ years in the industry, she has deeply studied the heartland consumer, gaining insights into their motivations and evolving behaviours.

    Creativeland Asia founder & chairman Sajan Raj Kurup said, "Given how rapidly consumer truths have changed in recent times, we felt we should make every investment needed to develop the most robust Consumer Insights and Intelligence unit in the business. I am delighted to introduce Shalini as the CEO, consumer intelligence and director of strategy. Previously, she has been involved with some leading names in the industry and has been instrumental in co-developing their brand and communication strategy. Her appointment further strengthens the senior management team at Creativeland Asia."

    Sinha added, "I am pleased to join the leadership team of Creativeland Asia, one of the most well-respected creative agencies in India, as it looks to expand its footprint with an entry into the Consumer Insights business. I believe that taking a closer and sharper look at consumer truths has never been more important and that it will set the path for sharper brand strategies. Along with my respected colleagues at Creativeland Asia we aim to create holistic consumer and brand insights."

  • Godrej Expert unveils TVC for new easy 5-minute hair colour

    Godrej Expert unveils TVC for new easy 5-minute hair colour

    MUMBAI: Godrej Expert, India's foremost and largest selling hair colour brand from the house of Godrej Consumer Products Ltd (GCPL), launched a TVC of its latest innovation in the hair colour category; Godrej Expert easy 5-minute hair colour.  The new TVC featuring Sneha and Prasanna, is released in Tamil, Telugu, Malayalam, and Kannada languages for the South region.

    Through this campaign, Godrej Expert Easy 5-minute hair colour aims to create awareness about this new innovative hair colouring solution for consumers, which can eliminate all effort from conventional hair colouring process. It is the perfect solution for the busy time pressed consumer who is seeking a convenient hair colouring ritual.

    Conceptualised by Creativeland Asia, the film opens in a living room of a South Indian family where a father and daughter are having a sweet moment; the daughter is sitting on the father’s shoulders counting his grey hair. The daughter is surprised that the count of the grey hair has increased to 30 and expresses the same in a shocking way. The father refrains from colouring his greys as he feels hair colouring process is a very messy and cumbersome exercise. Just then the mother who is watching the conversation from far steps in and hands over Godrej Expert Easy 5-minute hair colour to her husband. He applies Godrej Expert Easy and the TVC signs off with a happy father who is pleased with the results and the convenience of usage.

    Speaking on Godrej Expert Easy and its TVC campaign, Godrej Consumer Products Ltd CEO – India and SAARC Sunil Kataria said, “Hair colouring is a tiresome process given the conventional hair colouring process and hence they often avoid it. Given the different formats, shampoo based hair colour format in India has had a dramatic growth in the last 4 years and one of the main reasons for this shift is the ease of product usage for the busy time pressed consumer. Through this TVC, we wanted to highlight the convenience of using a shampoo based hair colouring format which is not only quick but is also enriched with the benefits of amla and shikakai.”

    Commenting on the TVC,  Creativeland Asia Group chief creative officer Anu Joseph said, “Godrej Expert understands the conventional man and hence always find an engaging way to connect with their audience. It always has a certain appeal in its communication, and is constantly looking for topics that are relevant to its users, to be associated with.’’

    Actors Sneha and Prasanna, who are prominent names in the South Indian film industry, are now the brand ambassadors for Godrej Expert Easy. Southern region is a key market for Godrej Expert Easy 5-minute hair colour and thus the campaign is released in languages like Tamil, Telugu, Malayalam, and Kannada.

  • Godrej Appliances takes forward campaign #LetsStartRight

    Godrej Appliances takes forward campaign #LetsStartRight

    MUMBAI: With its latest Women’s Day campaign, Godrej Appliances fights subtle gender stereotypes by effortlessly marrying the philosophy of ‘Things Made Thoughtfully’ with the hashtag #LetsStartRight.

    The film shows a seemingly progressive household that agrees with the mainstream belief of women empowerment and equal opportunities. The father-in-law of the house admires it even when a positive change is seen happening in the society outside. But when it comes to his own home, unknowingly, the stance is different. A female fighter pilot on TV is lauded, but the daughter-in-law of the house is advised to leave her corporate job and be in what is deemed to be a more ‘female friendly’ profession.

    About the film, Godrej Appliances marketing head Swati Rathi said, “The thought of ‘Lets Start at Home’. #LetsStartRight was born last year during children’s day when we highlighted the stereotype of gender-based roles amongst children taking shape at home. We chose to carry forward the conversation on women’s day. Our latest film showcases how gender stereotypes are sometimes so ingrained in our mindsets that we don’t even realise the bias. This is true of even seemingly progressive families. Children are a critical element of this #LetsStartRight dialogue because they force us to rethink our biases and start afresh. Godrej has always believed in being a responsible brand and playing the role of a change agent for our country and society. We hope this film inspires people to introspect for themselves and change for better.”

    Speaking about the campaign, Creativeland Asia chief creative officer Anu Joseph said, “Godrej Appliances, as a brand, has been at the forefront of social change from the day it launched refrigerators in India more than 6 decades ago. It liberated women from having to cook three meals a day, and therefore being unable to step out to work. Women, even today, continue to face little prejudices at home. Sometimes, these discriminations are veiled. Sometimes, they are even made to sound like a good thing. This film tells a moment of truth story about one such hidden prejudice in a typical Indian home.”

  • Godrej says it’s “All Safe Here” on Republic Day

    Godrej says it’s “All Safe Here” on Republic Day

    MUMBAI: To mark India’s 70th Republic Day, Godrej launched the campaign, “All Safe Here”, featuring a video highlighting Godrej’s contribution to safety and security for the people in the country. The campaign has been conceptualised by Creativeland Asia.

    In a press statement, the brand said, “From securing homes with its unpickable locks to securing workspaces and banks. From helping create beautiful memories in green and safe Godrej homes to keeping germs at bay. From enabling a safe environment for kids at home or at play to fortifying our grounds in an effort to build a Malaria-free future India. From safeguarding the nation by manufacturing key subsystems for BrahMos and other missiles to a commitment towards making the world a lot greener.  Godrej has been continually at it. And will continue innovating constantly, to keep it #AllSafeHere.”

    Speaking about the project, Creativeland Asia chief creative officer Anu Joseph said, “Putting together Godrej’s list of contributions to the nation and how the company touches and safeguards so many million lives every day, is both an enriching and a humbling experience. It’s also poetic in a certain sense. The effort was to say the story in a simple and yet evocative way. That’s what we’ve done.”

    Godrej Group executive director and chief brand officer Tanya Dubash commented, “Godrej’s journey is intertwined with that of our country and we feel passionately about keeping India and our citizens safe. From Goodnight mosquito repellents to critical parts of Brahmos missiles, Godrej has contributed towards providing the nation with products and services that instill a feeling of protection in our consumers. On this Republic day, we reaffirm our commitment towards the nation and will continue innovating and creating products in line with this nation building philosophy.”

    Godrej and Boyce Mfg. Co. Ltd. executive director and president Anil Verma said, “At Godrej & Boyce, our mission has always been about enriching the quality of life every day, everywhere and a key element of this is that people feel safe and secure. It is a matter of pride to see so many of our businesses contributing to the wellbeing of Indians in so many different ways; we are truly privileged and blessed to be able to serve our country and our countrymen. On this Republic Day, we would like to renew our commitment to making all residents of India feel safer and, hence, more free than ever before.”

  • Godrej Appliances wants to break gender roles this Children’s Day

    Godrej Appliances wants to break gender roles this Children’s Day

    MUMBAI: This children’s day, Godrej Appliances brings #LetsStartRight, a campaign questioning the prevalent mindsets in the Indian society in terms of set gender roles and emphasising the need to break free early.

    The objective is to highlight an everyday story, where consciously and very often unconsciously, we condition our children with the age-old gender biases. 

    Gender stereotypes are often formed at an early age, in our everyday set ups. Take the kitchen for example which is the birthplace for some awesome food but awful stereotypes, one being that the kitchen is meant for girls.

    Conceptualised by CreativeLand Asia, the campaign is set up in the familiar construct of a home, capturing a simple moment between a grandmother and her grandchildren. It does not rely on histrionics and melodrama but nudges us subtly to rethink.  

    Godrej Appliances head of marketing Swati Rathi says, “Being in the home appliances space allows us to observe behaviour at home including how we shape our children. As our society still grapples with gender stereotypes like women must do the cooking, we felt the problem is best tackled if we start young. Children’s day seemed like a good day to share this point of view. We hope this simple campaign makes people reflect on the small unconscious ways in which we display our biases, reevaluate our ‘soch’ and our actions, and take small corrective steps.“

    CreativeLand Asia chief creative officer Anu Joseph adds, “In this case, the brief made the film. The marketing team was ready with a bold and clear brief. We had to just write a little story around it. A strong insight is a great place to start. Gender inequality and biases are always passed down and a matter of nurture. The kitchen is a great place to start corrective action.”