Mumbai: Confira Laboratories from the house of Encube Ethicals has roped in Tilt Brand Solutions as strategic, creative and digital agency on record for its skin-care brand, The Pink Foundry.
The brand has been launched on e-commerce platforms, along with its first digital campaign across formats.
The Pink Foundry’s co-founder & head of innovation Niloni Shah said, “And which is when we turned to the professionals at Tilt Brand Solutions who on one hand have the solid experience and the expertise of having launched and grown more than 100 odd brands, and on the other hand are also contemporarily structured and staffed to manage the needs of D2C brands.”
Tilt Brand Solutions’ co-founder & chief business officer Rajiv Chatterjee said, “Pun unintended, but this is a skin in the game relationship for us. We are truly proud of our partnership with Confira Labs that has resulted in the birth of this brand. We are truly confident with the launch work that is now out in the public domain; and are also extremely happy for being acknowledged so early on in the journey for having re-written the norms of brand communication in this category. This is a journey that we are most excited and most confident about.”
New Delhi: Health OK, a multivitamin and minerals tablet from the house of Mankind Pharma, has launched an extensive digital campaign featuring celebrities and popular influencers.
The brand has collaborated with various celebrities including Harbhajan Singh, Harshvardhan Rane, Abhinav Bindra, Prince Yuvika Narula, Ranvijjay Singha to make consumers aware of the benefits of ‘Health OK’ multivitamin and mineral tablets. The idea is to establish a stronger presence across the nation by leveraging influencers as one of the catalysts while maintaining a greater focus on other mediums as well, said the company.
Health OK has also partnered with Marathi actors like Adinath Kothare, Siddharth Chandekar, Shashank Ketkar; Shine Shetty for the Kannada audience; Nikhil Siddhartha for the Telugu audience, and Makapa Anand for the Tamil audience. All the influencers have posted about the benefits of the product on their respective social media platforms.
Mankind Pharma, general manager, sales and marketing, Joy Chatterjee, said, “In the last few months, we have noticed a great response in our sales number for Health OK. Our aspiration for this brand is to make the last person living in the remotest areas aware of this product. With this campaign, we intend to expand the reach of the product and consume it because it builds the overall immunity and energy which is quite essential during such times.”
Health OK was incorporated in the OTC category in March this year due to the demand and need for multivitamin products in the category. Going forward, the brand said it will roll out new campaigns and will keep investing in the marketing channels to connect well with the audience.
NEW DELHI- When the curve in many countries has started to flatten, India is still witnessing a spike in the number of novel coronavirus cases. But this hasn’t stopped people from deciding about their next holiday plans.
Leading online travel agencies are gearing up to resume spending on advertisements after a gap of a few months, and in all their campaigns, the players are mostly focusing on safety and precautionary measures.
Similarly, to regain the confidence of customers, OYO has launched a campaign ‘Road Trippin’ under theme #DekhoApnaDesh. As a part of this campaign, the brand has partnered with two influencers Rocky and Mayur, who inspire travelers to come out of their homes and head on exciting road trips across India, safely.
The latest ad from OYO highlights that there is no need to ponder after so many days of lockdown and hit the road while Oyo is waiting for you with all precautionary measures. The film this time has a quirky Haryanvi narration (with English subtitles). The digital film is conceptualised by OYO’s in-house team and produced by Flying Elephants.
The brand recently partnered with Unilever to enhance OYO’s ‘Sanitised Stays’. This global partnership has started from India and then went live across Indonesia, Vietnam, USA, LATAM, and Europe.
According to OYO Hotels & Homes head of global brand Mayur Hola, “Travel industry’s livelihood and survival depends on scrubbing every surface, sanitising every inch. Over and over again. That’s what we are doing. We’re equipping our asset owner partners with the knowledge they need to be able to qualify as ‘Sanitised Stays’ and we’re monitoring this constantly”.
Hola opined that slowly but surely the loyal base is returning to the fold.
When quizzed about why the brand is not relying on TV medium and closely monitoring the digital space, Hola explains, “In such times, mass dissemination of any campaign would be wasteful and unfocussed with the uncertainty, restrictions, and lockdown variance across different States. We’ve focused our distribution amongst our frequent user base (referred to as power users) which by itself is a huge audience.”
Last month also, OYO released a campaign on the lines of Fir Badhega India, the campaign focused on adopting new standard operating procedures to welcome guests safely.
OYO rival, Airbnb has recently launched a campaign ‘Go Near’, an initiative to support local economies through local travel.
Makemytrip also joined the league by coming up with a digital campaign ‘AzaadiWaliFeeling’ asking travelers to plan those much-delayed trips.
The pandemic has created a very different scenario for consumers and the travel industry in general. OTA brands are smartly engaging in conversations around the need for a shorter trip in this stressful time. The question being asked is: What major role advertising will play as OTAs, while the industry is on the verge of recovery?
Dentsu Webchutney, AVP- account management Jaipal Singh explains advertising has its task cut out – to reassure consumers of hygiene and bring back their confidence towards travel. “It is important that advertising realigns itself in sync with the shift in the industry. The consumer attitudes towards travel have changed considerably – it’s time to work on new consumer insights and build further.”
While advertising campaigns are often built around pre-existing assumptions, habits, or seasons, the question arises is: What tools and strategies should OTAs be implementing while planning advertising, given the changing nature of consumer behavior?
Singh affirms, “While the playbook on new strategies is still being written, some early trends have started coming in. Given that people can work from anywhere now, longer stays would become relevant.”
“OTAs have traditionally been big on TV and digital mediums, which needs to be relooked. In the current times, TV might lead to high spillover as many cities still have restrictions in place. A digital led phased approach to advertising would be apt for the current times. An approach that helps target consumer cohorts with personalised messaging, he further adds.
In the past, we have seen that a lot of OTA marketing campaigns were designed to maximize ROI. But the pandemic has created an opportunity for brands to devise marketing strategies targeting a broader range of moments. Can brands do it successfully is what we have to see?
Mirum India regional director Arvind Nair believes that the need of the hour is to be more relative and original. “It can no longer be one size fits all. Getting back to normalcy is a distant dream as that can happen only next year. It’s a situation no one predicted before, so we all need to re-strategise the way we looked at campaigns, objectives, and measurements.”
Philips India today launches a digital campaign #StyleThatSpeaksForYou, with the purpose to re-ignite woman’s love for their hair and need to take care of them. The genesis of this campaign is from a simple observational insight that women use their hair to express themselves in small ways every day.
Sharing a brief concept note and details of the campaign below for your reference.
Hair has a language of its own, a language the world understands. Women use their hair as an extension to express their myriad moods and expressions. Often, this is a more effective way of getting the point across than using words themselves. Hair holds a special place in a women’s lives, and why caring for their hair is important – irrespective of the circumstance. The campaign #StyleThatSpeaksForYou, puts into focus the importance of how hair is an important tool to express oneself and therefore they should be cared for and styled – "kyunki baal bolte hain".
Commenting on this new campaign, Gulbahar Taurani, Vice- President, Personal Health, Philips Indian Subcontinent, Philips India says, “Over the years, Philips has put its consumers’ needs first and has introduced innovative solutions that has aided in activation of the magic of beauty. This insight also becomes the genesis for our campaign that resonates with women and their needs to express themselves. This campaign puts into focus the importance of how simple act of hair styling & haircare enable their hair to do the talking with its unique & beautiful silent language.”
To promote the importance of hair care and styling, Philips’ will be launching this campaign across all its social media channels.
NEW DELHI: Domino’s Pizza, the market leader in chained pizza segment in India, has unveiled its new digital campaign “kitne dino se Domino's Nahi khaya.”
Domino's as a brand has been so much a part of all the happy memories and the social fabric, that it being absent during the lockdown, has made so many really crave for the taste of favourites on their menu. Now with the lockdown relaxed, Domino's is back and has instituted a lot of safety measures and made sure anyone who craves it, gets it safely.
The campaign aims to strengthen the feeling of safety and trust when ordering from Domino’s. With the company’s “Zero Contact Delivery” across all its 1,325 restaurants in the country, the campaign showcases that now no one needs to extend their craving for Domino’s Pizza as customers will receive their order without coming in contact with the delivery staff.
This is a part of the ongoing part digital campaign for the brand and has been conceptualised and executed by Enormous brands.
MUMBAI: SBI Life Insurance, today, unveiled its new product campaign ‘Apno Ki #PoornaSuraksha’, highlighting the product’s (SBI Life’s Poorna Suraksha) dual protection feature which offers complete financial immunity by providing both Life cover and protection against 36 critical illnesses in a single plan with an auto-rebalancing aspect which is much needed to navigate through the current uncertain times.
The ad film features popular playback singer, Shaan alongside his son Shubh, emphasising the need to maintain immunity. The film opens with a charming father-son role reversal conversation, where Shaan is being interrupted by Shubh at various instances while performing daily activities, only to be reminded of ways to boost and keep the health immunity in check at all times. Shaan, expresses how kids these days have become immunity specialists to their parents. Similarly, he continues to highlight the importance of building a healthy financial immunity for choppy times that will enable in creating a financial cushion to safeguard oneself and the loved ones from any monetary stress led by lifestyle diseases or other unforeseen consequences.
Today, critical illnesses account for 60 per cent of deaths in India, according to the Global Burden of Disease Study. Treatments to cure critical illnesses are usually lengthy and expensive, making it very difficult for the family to afford the costs. Therefore, it is paramount to focus on building one’s financial immunity for tough times so that mental immunity stays guarded, in case of a lifestyle disease or any other unforeseen event.
SBI Life, chief of brand and corporate communication Ravindra Sharma said, “A newfound immunity regime has become second nature for most of us, today the larger populace is consciously making smart choices around health, wellness and life in general. Delving deeper into this intrinsically protective behaviour, that is consuming everyone across sections of the society, we realised that as an Insurance player our role to provide immunity to the consumer has never been more accentuated. With an approach of keeping a simple communication for an insurance category, we have drawn a parallel for financial immunity via the concept of health immunity which is understood by all. We hope to educate the consumer on the importance of building one's financial immunity like they have towards their health. SBI Life’s Poorna Suraksha being a unique product combining both life cover and protection against 36 critical illness in a single package, this dual protection can enable individuals to build a holistic financial immunity, as a safety net for themselves and their family to battle against any odds.”
Mullen Lintas CCO Garima Khandelwal said, “Health Immunity is of a priority today, with everyone aware and abreast like never before. We have all realised the importance of being proactive about immunity when it comes to good health, and made changes to our routines, self-care is undoubtedly the no. 1 learning today. This being the context, we wanted to introduce a parallel need for one’s family’s financial immunity, being as proactive about the same. And it’s relevance in this landscape. Drawing a simple parallel between health and financial immunity and stressing on the need for both, borrowing from the current and changed awareness in the behaviour.”
Keeping in mind the current situation and to help people cope with issues that are a result of mental health, Dangal, India’s most watched Hindi general entertainment channel launches an integrated digital campaign to create awareness on mental health as a subject as well as to promote positive mental wellbeing. Leveraging its strength across digital media and with support from actors from its various shows, the campaign speaks about how challenging times like these lead to various mental break-downs and that one needs to fight them back with a positive attitude, and seek necessary help and support from their social circle. The campaign also urges individuals to speak up during such times.
The campaign has received support from popular Dangal actors including Tarun Khanna, Vishal Karwal, Rahul Sharma, Ankit Arora, Chetan Hansraj and Pankaj Kalra. The campaign encourages individuals to look beyond their problems and emerge stronger during this phase. The campaign aims to connect with everyone at a personal level and not simply professionals and artists belonging to the entertainment industry.
Speaking about this initiative, Arpit Machhar, Head of Marketing, Enterr10 Television Network, “The last couple of months have been very difficult on everyone across the country. We have been witness to unfortunate incidents that are directly related to mental wellness. As a responsible entity within the media and entertainment industry, we felt the onus also rests upon us to spread awareness about mental health and promote a positive outlook among all. We have brought actors together from some of our most popular shows to start this conversation and create awareness on this matter. We are hopeful that this initiative will be lead to many other such conversations that will help people cope and emerge stronger in such times.”
Dangal’s awareness building digital campaign is currently live on all social media platforms including Facebook, Twitter and Instagram.
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MUMBAI: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN), has launched a new digital brand campaign for its recently acquired client, Wacoal India. Wacoal India is a premium Japanese lingerie brand established in the year 1946 in Japan. The brand entered the Indian market with its first store towards the end of the year 2015. As their digital partner, the agency will be conceptualising, strategising and executing digital activities of their products across the Indian geography.
To mark the launch of Wacoal's Autumn Winter 2019 Collection the agency has also unveiled an empowering digital campaign: Truly Yours for #TrulyYou. The key communication of the campaign revolves around how women should embrace their true selves. Beauty is all about being comfortable in one's own skin and differs from woman to woman. Wacoal’s range of products allows each woman; tough, strong, graceful, classy, empathetic, gentle and much more to express her beauty in the best possible way.
Wacoal India CEO Nobuhiro Katsumata said, “We are glad to partner with WATConsult to manage our digital mandate. The team has shown immense potential and our first campaign launch with them has been welcomed by all. We look forward to this association.”
WATConsult CEO Heeru Dingra added, “We are proud to associate with a legacy old brand that has a firm presence across the globe. We are looking forward to strengthening the brand’s presence and expand its legacy in the Indian market too. Keeping their aim to help women express and embrace their true selves we launched Truly Yours for #TrulyYou. The campaign beautifully highlights the products and thoughts of the brand, enabling women to stand out with comfort.”
The campaign commences with a ‘behind the scenes’ digital video creating a lot of buzz/curiosity amongst the audience. It also takes ahead the brand's philosophy of helping women express their beauty.
To further amplify the concept of Wacoal’s #TrulyYou and build a strong connect with the correct target audience, content formats like Magazine, Instagram Stories and Scrapbook Grids have been explored during the campaign.
MUMBAI: India’s leading menswear brand, Indian Terrain has unveiled a new digital campaign on the occasion of International Men’s Day. Titled, ‘The Day Men Forgot’ the campaign has been conceptualized to encourage awareness of International Men’s Day among men and celebrate the ‘The Spirit of Man’.
International Men's Day is celebrated on November 19th every year to spread awareness on the issues men quietly face on a global scale. However, unlike Women’s day, no special celebrations are held on this day. Further, most men themselves, are unaware of the day.
Through this campaign, Indian Terrain engaged with its primary target group of men to find out how many men remembered the day dedicated to them. The brand further created organic buzz by engaging with its customers through social media wherein it encouraged men to talk about their proud moments. This resulted in good engagement with the brand’s followers. Additionally, Indian Terrain roped in fashion influencers, including a mix of men women to talk about the campaign and promote it among their followers, through engaging activities.
Indian Terrain Fashions Limited Managing Director & CEO Mr. Charath Narsimhan commented, “Men often miss celebrating the things about being a man. Through our latest campaign around International Men’s Day, we wanted to encourage men to talk about and celebrate their achievements. Our recent campaign on celebrating the men who built the nation, featuring our brand Ambassador Mahendra Singh Dhoni was a huge success. This campaign has been created to continue our momentum in this direction, lauding the true ‘Spirit of Man’”.
The campaign was conceived and executed by Indian Terrain’s integrated advertising agency Brave New World.
Brave New World Agency Sr. Creative Director Sraman Majumdar commented, “It is more important than ever for menswear brands to rise above the fashion quotient and represent something real in people’s lives. While Men’s Day is a low key and often misinterpreted occasion, it was the perfect opportunity to start a conversation about self-worth and validation, without taking ourselves too seriously."
‘The Day Men Forgot’ campaign has been rolled out digitally and leveraged across social media platforms such as Facebook & Instagram.
MUMBAI: Paragon has recently launched its digital campaign #WhatsYourStimulus. The campaign is a fresh take on finding your passion and fueling it right. Targeted at over 7 million youth spanning across college students, creative professionals, vloggers, and bloggers, between the age group of 18-30 years, the campaign emphasizes the importance of finding your passion and following it with all your heart.
The campaign has been conceptualized by Bangalore based eCommerce & creative agency, Tenovia Solutions and features artists – Rinosh George, Rapper/Actor, and Akash Prabhu, Fitness Enthusiast who found their Stimulus in music and fitness respectively.
In an age where millennials hope to make their passion their profession, Paragon – one of the most established Indian footwear brands, harps on how one's stimulus has to be reinforced every day. With its latest #WhatsYourStimulus campaign featuring leading digital content artists in the country, Paragon seeks to establish its latest collection – Stimulus as a stand-alone young footwear brand.
According to Tenovia Solutions CEO Murali Balan, the new digital campaign has been made at a time when the pride of being a millennial and following your passion is swelling across the nation. The commercial captures the essence of this emotion and encourages viewers to create their own videos of what passion means to them. Winners will get prizes worth Rs. 3 lakhs, out of which the best video will win a sum of Rs. 1 lakh.
Paragon Executive Vice President of Marketing Navin Thomas, further adds, "With this campaign, Paragon's Stimulus also aims to have a great impact on the perception of affordability and fashion when it comes to footwear for the youth of today. The Stimulus footwear ranges between Rs. 399 and Rs. 999, without compromising on quality and comfort. Our aim is to make Stimulus synonymous with today's youth's go-to footwear brand as they chase their passion.”
To participate in the #WhatsYourStimulus campaign consisting of 1 video challenge, the user has to create a video of their passion and what drives him or her and upload the video on any two of their social handles. The brand has to be tagged with the hashtag #WhatsYourStimulus. The user then has to share these URLs along with their details as part of the registration process on www.paragonfootwear.com/wsycontest. Winners will get prizes worth Rs. 3 lakhs, out of which the best video will win a sum of Rs. 1 lakh. The brand aims to receive multiple platform based entries in a span of 45 days (November end). The winner will be announced in January and the brand will also announce weekly winners.
