ITV

Tag: DDB Mudra

  • Sony MAX competes with the GEC genre for advertisers: Vaishali Sharma

    Sony MAX competes with the GEC genre for advertisers: Vaishali Sharma

    MUMBAI: Indians are obsessed with their stars and connect on an emotional level to the stories playing out on screens. Catering to this population of cine-lovers is Sony MAX that has been feeding this madness for the last 20 years through its vast content library, offering the best Hindi movies. And now to mark the successful completion of these two decades, it has kick-started months of interesting campaigns with its ‘Yeh Hai Desh Ki Deewangi’ TVC.

    The campaign is an extension of its ‘Deewana Bana De’ positioning and features ‘Gullu Gulati’ as a mirror image of every movie lover in the country. Speaking about the celebratory campaign with Indiantelevision.com, Sony SAB, PAL and Sony MAX movie cluster head, marketing, and communications Vaishali Sharma shared that it is a celebration of the channel’s relation with its viewers.

    She said, “It is pretty tough to create a campaign for the brand that is already very successful and also has a strong positioning, which it doesn’t want to change. So, we decided to let the campaign be a celebration of our success and the leadership position that we have been maintaining for the past 148 weeks. Also, it is a celebration of our relationship with our viewers and the passion for movies.”

    The campaign, which showcases the protagonist recreating iconic characters like Raj from Dilwale Dulhania Le Jayenge, Vijay from Don, Munna Bhai from Munna Bhai MBBS and Baahubali from Baahubali has been created by DDB Mudra group. Praising the agency for its cooperation and support, Sharma said that the agency not only knows the channel well but also loves what it does.

    Apart from the campaign, the channel will be running a number of online activities to mark the celebration. The campaign will be played on digital and on cross channel platforms along with theatres. The channel will also be doing some interactive activities with its followers online like the #Deewangi challenge and ‘your best deewana fan moment’, revealed Sharma.

    Elaborating on how the channel will continue to maintain its strong position in the market as it steps into the 21st year, Sharma said that it is very difficult to share what is going to happen in the next year as the industry is very dynamic.

    “Every day the industry is seeing some changes. Especially with the NTO, there has been a great transformation and one needs to adapt to it. Right now, the focus remains on bringing a premium experience to users both on and off-air,” Sharma noted.

    She added that the channel has grown tremendously well in the past few years and is planning to continue on the same path. “We are not just a movie channel but we compete with the GEC space. We offer the advertisers the same reach as other channels. I think we are a fantastic reach platform (for the brands).”

    On being asked how she is planning to maintain the growth in the NTO world, Sharma said that it is practical to move on with the new tariff order. “I think it is an opportunity for us to really market ourselves strongly to the consumers and I think we should continue doing that and create a strong demand (for our content),” she concluded.

  • Royal Challenge Sports Drink launches #ChallengeAccepted campaign

    Royal Challenge Sports Drink launches #ChallengeAccepted campaign

    MUMBAI: Royal Challenge Sports Drink has launched #ChallengeAccepted, a campaign that challenges gender-based stereotypes in cricket and spotlights a world of equality that will lead to a better tomorrow both on and off the field. The campaign has been conceptualised by DDB Mudra Group.

    In the film, Mithali Raj, Harmanpreet Kaur, Veda Krishnamurthy from the Indian women cricket team come together with Virat Kohli, the men’s cricket team player, to say that ‘A day is coming where the world needs to become equal’ and urges fans to accept the challenge to break the barriers in their mind and to see men and women’s cricket as one game and one team which is not divided by gender.

    The campaign is also people to support the first-ever mixed gender T20 match that the brand will organise with women cricketers and the Royal Challengers Bangalore team.

    Talking about the campaign, DDB Mudra South creative head Vishnu Srivastav said, “Royal Challenge as a brand has always stood for forward thinking and boldness. It has stood for the spirit of challenging the ‘now’. So, when it came to this campaign, with the euphoria linked to the cricket season we wanted to talk about what’s missing in all this excitement – Women Cricketers. We wanted to create a campaign that challenges the world to move towards a more progressive and inclusive space for women, in sports and life. And we’re just getting started.”

    Diageo India executive vice president and portfolio head Amarpreet Anand noted, “With #ChallengeAccepted, the idea is to challenge stereotypes in life, because the bold are the ones who are fearless to do so. Our first point of view is to challenge gender stereotypes in cricket, where the game is being divided by gender & not skills & prowess. We believe that it’s a cause worthy of a conversation in culture & we are supporting the first mixed gender match with international cricketers. We are rolling out a full 360-degree activation plan supported by like-minded influencers and the RCB cricket team.”

  • McDonald’s launches quirky TVCs

    McDonald’s launches quirky TVCs

    MUMBAI: Hardcastle Restaurants Pvt Ltd, the master franchisee of McDonald’s in West and South India, has launched three new TVCs to promote its ‘Thank God It’s Fry-Day!’ proposition. The restaurant is offering the customers free fries with its medium McSaver meal.

    The three TVCs, which have been conceptualised by DDB Mudra, reinforce the company’s brand promise of ‘easy to feel good’ and capture the customers’ absolute delight on getting free fries in a fun and quirky way. With this, the brand is all set to make its customers say ’i’m lovin’ it’ over and over again.

    This is an integrated campaign which will be aired across TV, digital and social platforms.

    Sharing his views on this campaign, Hardcastle Restaurants director – marketing and communications Arvind RP said, “At McDonald’s, we believe in offering our customers unparalleled value. Value for today’s customer is a combination of price, experience and variety and that is the key insight behind this campaign. We want to delight our customers and offer them wholesome and nutritious meal options, complete with our iconic fries. Our strategy is to drive value for our customers through our McSavers platform and position McDonald’s as a meal destination for all consumer groups.”

  • Hindware Atlantic Water Heaters launches first campaign

    Hindware Atlantic Water Heaters launches first campaign

    MUMBAI: Hindware Atlantic, one of the fastest growing water heater brands in the country, has launched its first ever TVC campaign for the Ondeo Series ‘Fresh Hot Water Saalon Saal’.

    The TVC highlights the industry-first and patented O'Pro Protection Technology and Titanium Core Shield of the Ondeo range which prevents internal corrosion, thereby enhancing the life of water heaters.

    Conceptualised and created by DDB Mudra, the film features Bollywood actor Mukesh Tiwari of Golmaal and Ganga Jal fame and captures how corrosion and dirty deposits impact the longevity of a water-heater in a light-hearted neo-mythological format.

    Hindware is taking a multi-prolonged marketing approach for the commercial through various platforms such as electronic and digital.

    For a wider reach, the TVC will be aired on key regional channels in languages like Bengali, Kannada, Tamil, and Telugu including prominent movies and news channels.

    The film focuses on the inner corrosion of water heaters and attempts to provoke a thought in a light-hearted neo-mythological manner with loveable characters. The commercial opens with a young man about to enter the shower encountering a “Zangraaj” – ‘God Of Dead Appliances’ who reveals how ordinary water heater gets corroded and dirty deposits are formed inside the tank over the years. Then he gets a solution in the form of Hindware Atlantic Ondeo range of water heaters.

    Evok Retail, HSIL Ltd president for consumer products division and CEO Rakesh Kaul says, “Over the past few years, the business has grown substantially and today is a key contributor to the consumer business. Through the TVC, we want to highlight our patented O’Pro Protection Technology which is a differentiated offering designed to ensure additional protection to the tank and heating element against corrosion.”

    Commenting on the commercial, DDB Mudra North executive creative director Subhashish Datta adds, “Most of us have never wondered about how the insides of a water heater look after years of use, or about the freshness of the water dispersed from the appliance. Our team actually did that. For our initial research, we split opened some old water heaters to gauge the situation inside and what we saw was unsettling. The view shocked us, and that is what we have tried to capture in our story line, but in a light-hearted way.”

  • Big Bazaar celebrates essence of togetherness

    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.”

  • BBDO India appoints Edward Gunn as head of planning Mumbai

    BBDO India appoints Edward Gunn as head of planning Mumbai

    MUMBAI: BBDO India has appointed Edward Gunn as head of planning for its Mumbai office. 

    Gunn moved to India in 2017 as director at DDB Mudra Group. 

    Commenting on his new role Gunn said,“BBDO India becomes a natural fit for this. Their notion of creating ‘Acts Not Ads’ is perfectly aligned to my own. It’s the exact reason that I decided to move to India and I firmly believe that there is no place on earth that lives and breathes those ideals more than BBDO India. They’ve had a huge amount of success transmitting these values throughout India and the world, and I can’t wait to be at the epicentre of it all with the great Josy, and the wider team.”

    “The modern Indian consumer isn’t without a conscience, they know how to vote with their wallets and want to do what they can to make India progress. Brands should have a role within this, and that’s what I want to implement in the most effective and creative way possible,” he added.

    BBDO India chairman Josy Paul added, “Ed represents the wanderer in all of us. His search for cultural truths led him to us, and us to him. That’s the joy of serendipity. His ‘fresh eyes’ will help us open our mind about the world we live in. We are excited to have his ‘international Indian’ heart add value to our deeply local observations. Some may call it diversity, we see it as our third eye.”  

    Along with Colenso BBDO and DDB Mudra, he also runs his own agency. 

  • Muscleblaze celebrates ‘never-say-die’ attitude in latest campaign

    Muscleblaze celebrates ‘never-say-die’ attitude in latest campaign

    MUMBAI: We are a culture that has always placed a premium on intellectual pursuits rather than athletic ones. In this culture, fitness and sports enthusiasts have always been considered unusual, sometimes even aberrations. With their passion often misunderstood and commitment questioned by everyone around them, it is hard to imagine the source of their unbreakable determination. Their passion demands of them a tough disciplined life and a lifestyle that cannot be compromised with, particularly the nutritional aspect.

    By leveraging these rich insights straight from the lives of fitness and sports enthusiasts, MuscleBlaze celebrates their spirit and ‘never-say-die’ attitude and supplements their efforts by catering to their distinct nutritional requirement.

    The hard-hitting digital campaign – Ziddi Hoon Main – created by the DDB Mudra Group, positions MuscleBlaze as the expert that not only provides enthusiasts with their dietary requirements but also understands their life and challenges. The brand understands that the force that drives fitness enthusiasts to go against the grain every single day in pursuit of their passion, is their own indomitable spirit.

    The visuals are shot in dingy gyms, hard and unforgiving play arenas, both indoors and outdoors, where these fitness enthusiasts sweat silently without giving in to the questions hurled at them. What stands out in the film is not only the challenges that it portrays but also the diversity of people who identify as fitness enthusiasts. There are prevalent biases against women, senior individuals, differently-abled individuals when it comes to athleticism and the film highlights these biases as well. At the end, it is a celebration of the victory of passionate and adamant individuals and their unbending will against all odds.

    With a staggering response on digital, the film has garnered 1.4 million views on Facebook and half a million on YouTube and Instagram, well within the first three days of its release.

    Muscleblaze CEO and founder Sameer Maheshwari says, “Muscleblaze is committed to connect and communicate meaningfully with fitness enthusiasts. We believe “Zidd” as a concept will strike an instant chord with fitness consumers and strengthen Muscleblaze position as a leading sports nutrition brand in India.”

    Muscleblaze business head Amit Tandon mentions, “This campaign is a step ahead in our endeavour to establish Muscleblaze as a brand that truly understands fitness consumers. Every fitness enthusiast is stubborn to an extent to achieve his fitness goals and Ziddi Hoon Main brings out this insight via a stylised and classily crafted AV.”

    “The brand team had just come off a huge hit with ‘tum nahin samjhoge’. The benchmark had been set. But more importantly we felt that it was time to lay down a platform that can be ownable and on which we could build the brand. Zidd, is that platform and we believe is easily extendable to both internal as well as external audiences,” adds DDB Mudra Group chief creative technologist Brijesh Jacob.

  • Peter England aims at being relevant to youth

    Peter England aims at being relevant to youth

    MUMBAI: Peter England is desirous of strengthening its appeal among the newer generation of users while retaining the same core principles on which the legacy of the clothing brand has been built. Its latest campaign marks a big shift in tonality/brand conversation distinct from earlier messaging.

    The new campaign is inspired by the philosophy of young India that life experiences are as important as material wealth.

    It’s no longer about a single minded goal, but a host of exciting things happening at the same time. Increasingly, the youth don’t want to be stereotyped as unidimensional and want to be seen as their multidimensional self

    This campaign includes print ads led by the TVC of a young man at an interview. He faces a panel of three ‘formal’ gentlemen who ask him what is probably the most repeated interview question: “Where do you see yourself five years from now?” The protagonist’s answer is the perfect showcase of this generation’s multidimensional and eclectic thought process. The multitude of experiences, not only showcase the protagonist’s passions in life but also highlight the versatility and range of Peter England’s apparel within those experiences.

    The baseline “Be everything you love” is carefully crafted to sum up the attitude of today’s youth. It also aims to reinforce the idea that whoever you wish to be, Peter England lets you be fashionable while pursuing this goal.

    The campaign has garnered an impressive 352,000+ views on Facebook and a remarkably fast 470,000+ views on YouTube for its innovative breakthrough commercial.

    DDB Mudra group chairman and chief creative officer Sonal Dabral says, “There is a restless creative energy about the youth that makes them want to learn more, explore more. Peter England as a brand has always been a beacon to them, never preaching but always encouraging, guiding them in their journey. In keeping with the many exciting options and choices youth face today the brand’s new campaign encourages the young to try out the opportunities, to evolve, to be creative and yet with some conscience and goodness attached to it. Most importantly it tells the young that the old codes of success are not applicable anymore. Go ahead and succeed on your terms. I’m very excited by this campaign from our teams in DDB Mudra South & East. It’s being loved by our audience and it’s another example of great creative and effective work now being produced by offices across the DDB Mudra Group.”

  • Max2 creates campaign to rediscover your cherished bonds

    Max2 creates campaign to rediscover your cherished bonds

    MUMBAI: Sony Max 2 wants to break the clutter with its latest TV campaign titled ‘Kuch filmon ka jadu kabhi kam nahi hota’ (some movies never lose their magic touch). DDB Mudra is the agency that has lent its talent to three-year-old baby from Sony Pictures Network India.

    The TVC focuses on the captivating richness and quality of Hindi movies that never fail to add meaning to our lives. The channel’s objective through this campaign is to continue its brand differentiation and to create a bigger impact to reach out to more viewers.

    Sony Max and Max2 senior VP marketing and communications Vaishali Sharma says, “We have grown a lot in the last three years but wanted to continue brand differentiation. Reaching out to more viewers was another goal.” This was achieved by creating a campaign with tremendous recall value so that viewers can emotionally connect and recollect.

    Mudra was tasked with being creative and yet stick to the channel positioning. Sharma says that all previous campaigns have also stayed true to the brand essence of being an evergreen cinema channel. “We show cinema which is gratifying and will compel you to return. Max2 helps you relive special moments. The brief given to DDB Mudra was that there are some bonds you cherish in life and Max2 helps rediscover them,” she adds.

    Within 3 months, the duo explored several stories and facets and finally hit the bull’s eye. The TVC will be promoted via the movie cluster and other channels like India TV, ABP News, Hindi channels, regional Marathi channels and Gujarati channels among others. Sharma claims that the channel has been a leader for 26 out of 30 weeks from this financial year.

    Through the year, the channel conducts on-ground activities in different states in which it engages with families and help them express through their cinemas. This apart, Sony Max 2 is digitally active as well and has held two seasons of timeless digital awards.

    The channel does a thorough analysis of an area before it considers investing there through marketing. “We look at the growth potential in a particular market and how we can increase our footprint. Depending on areas where we can expand our reach, we undertake marketing activities,” she says.

    Campaigns and advertisements like these are the channel’s way to stay relevant in the minds of the public. This is why ads need to be memorable, distinct and relatable to viewers. Will Max2’s magic be as charming as its campaign claims its movies to be?