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Tag: digital campaign

  • FabAlley launches new digital Campaign #IMeanBusiness

    FabAlley launches new digital Campaign #IMeanBusiness

    MUMBAI: Homegrown western wear brand, FabAlley- that is by and for modern millennial multitasking women has launched a Fab new campaign to empower women in leadership. The digital campaign, #IMeanBusiness aims to move beyond soft talk and bring out the real picture of being a woman in position – what it takes to come out of one’s comfort zone, be responsible for that move, and owning the ups-and-downs of being in-charge.

    In the campaign, FabAlley has partnered with four self-standing women from diverse fields to talk about their professional journeys and what it takes to build and own their narratives every single day. Having ventured into entrepreneurship alongside her vocal art, Tanya Nambiar, singer & voice-over artist talks about how women don’t have to restrict themselves to one profession and dream. Upasna Dash, founder of Jajabor Brand Consultancy, talks about how research and preparation are the only keys to unlocking success and acing work. For Garima Avtar, professional rally car racer, it is about identifying your truest passion and, for Megha Agarwal, Corporate Chef, Summerhouse Café and Auro Kitchen & Bar, knowing that you must get work done, no matter what the odds, is what spells leadership. The campaign is about real talk with women who walk the talk, inspiring audiences to believe in their own journeys and proclaim that they mean business.

    Commenting on the campaign, FabAlley  Co-Founders Tanvi Malik and Shivani Poddar share, “Being entrepreneurs who started from scratch, we know and believe that being a boss woman goes beyond honeyed “women-can-run-the-show” conversations. It is not just making that one move, it is about owning that move and the journey that follows, keeping yourself on top of the game while battling bad days. This campaign is an attempt to bring some realness to the idea of being a woman with power, and through our conversation with these feisty boss ladies, we endeavour to inspire other women to take on their dreams.”

    The campaign also launches the brand’s power-dressing line that aims to empower women with its functional and fashionable styles. Dismissing the strict, corporate connotations, FabAlley’s power suiting line this year leads the way for versatility with stylish separates that can be worn in an endless amount of ways. Think belted blazers that add form to a boxy look, 80’s inspired flared trousers and culottes to work from boardroom to bar, and tuxedo dresses that are fierce yet feminine. The capsule collection is priced between Rs.1,500-Rs.3,400.

  • Silver jewellery brand Shaya celebrates 1st anniversary with digital campaign

    Silver jewellery brand Shaya celebrates 1st anniversary with digital campaign

    MUMBAI: Since its inception, Shaya has tried to shun society’s expectation of being perfect all the time. Instead, the brand encourages everyone to embrace their quirks, uniqueness, and imperfections. On 24 September 2019, Shaya marked its 1 year of being- Not perfect, but One of a Kind. As homage to every person who resonates with Shaya’s sentiment and has been part of the brand’s journey in one way or another, Shaya launched a digital birthday campaign.

    The video was a celebration of all individuals who are not perfect but one of a kind, just like Shaya herself! The video featured some of the digital’s most popular and individualistic faces like Jyoti Ann Burrett, Sushant Divgikar, Saloni Chopra and model Arshia Rashid. Jyoti is an ace footballer who not only chose football over a lucrative corporate job at a young age but has also represented India in the sport. Sushant Divgikar has been a popular face on television reality shows, winner of Mr Gay India, singer and is currently receiving praises for his stage/drag queen alter-ego, Rani KoHEnur. Saloni Chopra is an actor and blogger, popularly known on Instagram as @redheadwayfarer for her feminist, progressive statements. Lastly, joining the inspiring clan is Arshia Rashid, a young NCC cadet who dabbles in modeling with equal enthusiasm and grit.

    The film featured all the 4 striking and distinct personalities at their quirky selves grooving to Shaya’s birthday tune and wishing the brand, keeping in mind the celebratory spirit. Shaya also created fun Q&A videos with the 4 personalities. The vibe of the video was personal and casual so as to engage in a conversation with each personality, understand their journeys and thoughts about Shaya.

    Speaking about the campaign, Shaya business head Mimi Hrahsel says, “Digital can play a huge role in promoting inclusivity and diversity, whether in terms of appearance, sexual orientation or even career choices. With Shaya’s new campaign, we’re telling people to ditch society’s preconceived expectations and celebrate what makes them unique. ”

  • Livpure associates with Flipkart for their digital campaign on Livpure Smart AC #ThinksLikeYou

    Livpure associates with Flipkart for their digital campaign on Livpure Smart AC #ThinksLikeYou

    MUMBAI: Livpure for the first time associates with Flipkart, the world’s largest e-commerce platform for their digital campaign on Livpure Smart AC #ThinksLikeYou. The film targets the millennials of today that are more inclined towards the use of smart technologies. From the house of Livpure, it brings for its consumers a campaign that shows that the Livpure ACs are embedded with Artificial Intelligence and Machine Learning, equipped with Wi-Fi and IoT.

    The narrative of the campaign has a protagonist that focuses around using ‘smart’ and AI technology equipment in every situation and showcasing the importance of technology today. Through various scenarios, the protagonist when finally meets his friend, he is being introduced to Livpure Smart AC that is powered by HEKA technology. Aimed at creating awareness, the brand focuses on the features of the product that with one touch can make a difference in the lives of the users. With the tagline ‘Stay cool the smart way’ the brand’s objective is to give its consumers preferences as per their comfort and stay smart.

    Keeping in mind the preference of the users, Livpure, India’s fastest growing water purifier brand enters into a new product category by launching India’s first future ready Smart Air Conditioner powered by HEKA technology that saves up to 40% energy. With a simple and interactive mobile app, the users can convert the mobile into remote access for operating AC from anywhere. By adaptive pairing with Alexa, Livpure Smart AC allows the users to operate effortlessly thorough voice command control.

    The product is available on Flipkart in different price ranges starting from Rs 38,990 for 1 ton 3 star, Rs. 44990 for 1.5 ton 3 star and 52990 for 1.5 ton 5 star.

  • Licious launches their quirky new digital campaign #NoFreeKaMaal

    Licious launches their quirky new digital campaign #NoFreeKaMaal

    MUMBAI: Building on the brand’s mission of helping their customers eat world class fresh meats and seafood, Licious, is launching their new brand campaign called #NoFreeKaMaal. Keeping up with their category-first promise, Licious is the first and the only brand in this category to explore visual storytelling to talk about the prevailing customer pain points of quality, hygiene, freshness and convenience when it comes to purchasing meat and seafood, that the brand has successfully solved since inception.

    Targeted specifically at Mumbai and Pune markets, where the brand started operation about 3 months ago, the three-film series talks about the three ‘freebies’ that we often tend to pick up from local meat and fish markets- unwanted odour, vermin and the nuisance caused by strays. Featuring actor Namit Das, the films effectively blends humor with everyday life situations to make a strong point about these issues.

    Commenting on the strategic thought behind the campaign, Vanda Ferrao, Head-Marketing, Licious, says “If you have ever made a trip to an Indian meat and fish market, you would be familiar with the squalor and chaos that is has to offer. What’s interesting to note is that the customer takes back a bit of that squalor with him along with his purchase, sometimes unknowingly! Along with the meat or fish, the butcher/fisherman also packs a few freebies- a bit of stench and buzzing flies that often has the stray dog at the market following you all the way home! Getting your hands on some good quality meat should not be this difficult. Our #NoFreeKaMaal campaign is a quirky take on this everyday issue. The underlined message upholds the brand’s core functional benefit, which is our offering of an unmatched range of meat and meat products, delivered at your doorstep sans all the free ka maal!”

    The campaign draws inspiration from Licious’ in-depth customer research and is conceptualized in-house by the brand team. The first of this three-film advertisement series goes on air on 18th June 2019. All the films will be hosted at and promoted through the brand’s social media channels.

  • Mahindra launches digital campaign #RiseAgainstClimateChange

    Mahindra launches digital campaign #RiseAgainstClimateChange

    MUMBAI: At a time when global warming is a burning issue, the Indian multinational conglomerate Mahindra Group has launched a new digital campaign that builds a case for tree plantation encouraging people to #RiseAgainstClimateChange. The entire film which has been uniquely created using recycled waste paper revolves around the idea of celebrating the tree.

    The eco-friendly digital campaign goes live today across all the digital channels of Mahindra Rise. Various other activities including social media engagements, contests, felicitation of environment champions will be taken up to spread the word. Moreover, select NGOs will enable people to take action on ground also.

    Mahindra Group group corporate brand CMO Vivek Nayer said they not only want to do good in the community, but also aim to inspire others to do good in order to drive positive societal change. According to him, there is a significant impetus on the cause of environment across the world and this film is aimed at driving the message on environment conservation.

    “With the #RiseAgainstClimateChange campaign, we’re bringing to the forefront the issue of environment degradation and seeking people’s collective power to address it through the act of planting trees. In fact, to make our message more impactful, we built the sets for our film using only recycled waste paper, ensuring that every aspect of the communication reinforces the cause of conservation,” Nayer added.

    A detailed social media listening exercise on social causes in India has been conducted by the Mahindra team where climate change emerged as the second biggest concern for millennials that accounted for over 22 per cent of the conversations online.

    “The Mahindra Group has extensive experience in addressing climate change through various initiatives including our Hariyali program that has planted over 15 million trees in the last 12 years. Together we can make a real difference to the environment, and we hope that this film will not only promote better understanding of this cause, but also inspire action from others,” Mahindra & Mahindra group CSR vice president Sushil Singh commented.

  • Avvatar sports nutrition urges people to take up a habit instead of a resolution in their new-year digital campaign #aadatbanalo

    Avvatar sports nutrition urges people to take up a habit instead of a resolution in their new-year digital campaign #aadatbanalo

    MUMBAI: New year approaches and everyone starts making resolutions. And not surprisingly, most of those resolutions are about getting fit, losing weight and getting in shape. But almost always those resolutions don’t go beyond the first week of the new year. Why? Because it’s a resolution and not a habit. Smaller steps go a long way unlike sudden, major ones. From all that leftover holiday food and drinks to no sugars and no chips, how can you ever prepare yourself? Hence Aadat Bana Lo.

    It is said that it takes 21 days to form a habit (aadat) and for your aadat to become your lifestyle. So that morning walks you’ve been planning for ages? It starts now, with taking small steps towards achieving your body goals by taking up a habit. #AadatBanaLo campaign aims at reaching out to those with a goal – healthy habits for a healthy lifestyle. From normal walks to cardio and crunches & burpees, the campaign asks you to take up the 21-day challenge and transform yourself into a better version of you, using the basic workout session plans available on the website. The campaign starts with simply, signing up on the website #AadatBanalo and documenting your journey by sharing photos/videos of the challenge every day for 21 days on social media platforms, tagging official handles of Avvatar Sports Nutrition with the hashtag “AadatBanaLo”.

    To keep the participants motivated to do workout every week, exciting prizes are being shared with the winners as gratification, in their journey towards an unbreakable Aadat. Upon entire completion of the challenge, winners will receive the ultimate: a yearlong all-paid gym membership, tonnes of free merchandise. Due to tremendous response for the challenge the registrations have been closed and now everyone can take up the challenge and win the “Best post” along with people who are consistently posting everyday – gratifications on a random basis.

    The campaign is an initiative by Avvatar Sports Nutrition from the house of Parag Milk Foods Ltd. which is motivating people towards their personal fitness goals. The campaign is live on their digital platforms like Youtube, Facebook and Instagram and has been receiving everyday increasing impressions. The campaign has reached about 37,15,010 plus views and has been a part of, Unmetric list of campaigns uploaded from 1-10 January 2019, Unmetric is a social media intelligence firm focused on brands, uses its analytics platform to analyse top performing campaigns, content and videos by views on YouTube.

  • OkCupid Launches First Digital Campaign in India #SubstanceOverSelfies to Celebrate You and Your Personality

    OkCupid Launches First Digital Campaign in India #SubstanceOverSelfies to Celebrate You and Your Personality

    MUMBAI: They say that ‘a picture is worth a thousand words’ but does that hold true for dating? While selfies are all the trend right now, and seemingly here to stay, there is very little that they convey about one's personality, character and nature. On dating platforms particularly, selfies have taken a significant amount of mindspace and it is difficult to sift out the ‘right’ matches over photogenic ones. As a dating platform that focuses on your personality and not just appearance, OkCupid truly believes that people should be matched on the basis of shared interests, values, quirks and deal-breakers to create connections of substance. Taking this forward, the app launched its first digital campaign titled #SubstanceOverSelfies, which celebrates your story and not just a reflection of your phone’s front camera. The campaign went live in mid-December 2018 with over 100 leading influencers sharing their ‘substance selfies’ and campaign messaging, driving home the exact thought. Users followed in their footsteps with posts of their own, generating over a million impressions and an almost 20% engagement rate.

    The idea behind the campaign is to redefine the way you showcase yourself to the world. Influencers have represented themselves through a passion, interest or hobby that they believe defines them and communicates who they are. This has been beautifully depicted in several photos as participants have hidden their faces behind objects that represent their passions to convey that they are more than what meets the eye, they are more than just a selfie. It could be anything from a sport, book, camera, art or food. Afterall, when it comes to love and dating, it is always better to #MatchOnWhatMatters.

    Melissa Hobley, CMO, OkCupid says, “On most online dating platforms, your profile picture is your identity and the first thing a potential partner sees. At OkCupid though it’s about showing the substance and the depth of the person. For example, we don’t let you set up your profile with two clicks, we don’t let you swipe on only a picture and we don’t let you have this super-fast, exposable experience.  We help you tell your story and allow you to access stories of others to make meaningful connections. Through #SubstanceOverSelfies, we take that core belief outside the app, to encourage our users to make connections based on substance rather than just nice selfies.”

  • Samsung celebrates mother-daughter bond in new TVC on digital inverter refrigerators

    Samsung celebrates mother-daughter bond in new TVC on digital inverter refrigerators

    MUMBAI: Samsung India has launched a digital campaign showcasing its new Digital Inverter Refrigerators through a heart-warming story of the relationship between a mother and a daughter.

    Conceptualised by Cheil, the campaign film, which shows a modern, young, evolved working woman gifting her mother a refrigerator that runs on both inverter and solar power for a better, improved and hassle-free life, has gone viral with over 50 million views on YouTube in the first 20 days of its launch.

    “This heart-warming campaign shows the strong bond between a mother and daughter. The campaign showcases the brand ethos of Samsung of caring about consumers at every step and bringing in innovative technologies to solve real life problems. Through this emotional story, we wanted to communicate how our new refrigerator line runs non-stop on the home inverter, making life better for a modern young Indian women. The campaign crossing 50 million views on YouTube in India is a testimony of consumer love and trust in brand Samsung,” said Mr. Ranjivjit Singh, Chief Marketing Officer, Samsung India.

    In the film, the mother is seen entering the daughter’s house while she is away at work. The mother brings with herself kheer that she has prepared lovingly for her daughter. She keeps it in her daughter’s fridge for her to enjoy when she is back from work. Just as she is leaving, there is a power cut. When the daughter returns home the power outage is still there but she is elated to see the kheer in the fridge. She calls her mother to appreciate her love but the mother is concerned that the kheer might have gone bad because of the long power cut. It is here that the daughter tells her not to worry because her new refrigerator even works on the home inverter.

    The 60-second film focuses on a real life situation, of the difficulty faced by individuals when food gets spoilt due to power cuts during summer months. The film captures a young working woman in conversation with her mother that touches hearts with different emotions of joy, love and care.

    The end of the film shows the daughter buying a similar refrigerator for her mother, hoping that the refrigerator takes care of her mother like her mother takes care of her.

    “Samsung is a brand that stands for innovation. The task at hand was to show how this offering of a refrigerator that runs on an inverter can make a world of a difference in the consumers’ life, in a very real way. This film is crafted in a way that makes the viewer feel that this is a situation straight out of their lives. The narrative beautifully connects the ad to its viewers and we are seeing a lot of positive response to the campaign. We hope to garner more brand love through this emotional campaign,” said Mr. Aneesh Jaisinghani, Executive Creative Director, Cheil India.

  • ‘McCafé for everything’ digital campaign launched

    ‘McCafé for everything’ digital campaign launched

    MUMBAI: McDonald’s India has rolled out a thematic, digital-led campaign ‘There’s A McCafé For That’. Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there’s always McCafé for it. 

    Need a break from shopping? Meeting a long lost friend? Celebrating a good exam result? Dealing with a break up? Sympathising with a friend who has broken up? Want to blow the first-ever paycheck? There’s a McCafé for that, and more.

    The new film, that will be launched on digital and social channels, uses chalk animations cleverly interspersed with food and beverages from the McCafé menu. A fun, catchy song the film also lends itself to the film. Apart from digital, the campaign will also have touchpoints on social media, radio and in-store.

    Present in over 121 locations, McCafé has been delivering a unique experience to coffee connoisseurs with coffee made from cent per cent Arabica beans. The brand extension offers an assortment of over 30 beverages ranging from handmade specialty coffees and iced coffees to smoothies, iced splash beverages and share shakes. Catering to everyone alike, McCafé stays true to brand McDonald’s core value: of celebrating life’s moments over great food and beverages, however big or small. The new campaign has been conceptualized and executed by Leo Burnett India.

    McDonald’s India SVP – strategy, innovation & capability Seema Arora Nambiar  said, “Since the launch of McCafé in 2013, we have seen tremendous growth and received an overwhelming response from our existing customers. As a brand extension, McCafé offers great handmade coffees and beverages that connect with the consumer need for having more options with their food. It adds a new segment of customers who have higher affinity for premium coffee or the other specialized beverages that we serve.”

    Leo Burnett South Asia chief creative officer Rajdeepak Das said, “McDonald’s has always been a happy, joyful brand, and McCafé is the perfect extension of this intrinsic happiness. People come to McCafé to celebrate everything going on in their lives, over a beverage – highs and lows, love, romance, friendship, reunions. Every item on the McCafe menu means something different to each person, and has a story. The execution of the film also weaves this thought in beautifully. To me, this is HumanKind work that makes viewers feel a strong emotion; happiness, in this case.”

  • Havmor rolls out digital campaign to engage with ice-cream lovers

    MUMBAI: Havmor Ice Cream, a leading pure milk ice cream brand in India, is using a digital first approach to announce the launch of ‘The Coolest Summer Job’ offer which includes the creation of a special position of Five Chief Tasting Officers, for all existing and soon-to-be-launched flavors. Digital platforms will be used in the selection process starting today until 20 May, 2017.

    The process will begin online, where applications will be invited through a special microsite: www.havmor.com/thecoolestsummerjob/ as well as through the brands social platforms. The interview for the position includes submitting a 2 minute video capturing one’s passion for ice-cream and the understanding of the local palate. The brand will be using the official hashtag #TheCoolestSummerJob.

    The campaign aims at bringing ice cream loving consumers across cities on to one platform to showcase their passion for ice cream.

    In an attempt to co-create and develop local flavors, Havmor is providing consumers an opportunity to create flavors they wish to see on shelves across the country and in return be part of the ever evolving Havmor flavor story.

    Havmor Ice Cream begins Nationwide Hunt for ‘The Coolest Summer Job’
    Hunt for ‘Chief Tasting Officers’ from across India to be an integral part of developing a New Range of Ice Cream flavors

    Havmor Ice Cream MD Ankit Chona said, “Havmor is known for its unique and innovative offerings and with an increasing demand for unique and new flavors, we have embarked on a journey to engage with the end-consumer directly to involve them in the process of introducing new flavors. Since digital is the medium of choice, our campaign aims at bringing ice cream loving consumers on to one platform to showcase their passion. The most deserving candidates will be an integral part of the Havmor family and will work closely with our teams to develop never tasted before ice cream flavors.”

    The candidate will be part of the core R&D team in the development process of new flavors. The selected aspirants will be provided a sneak peek into the ice-cream manufacturing process, right from sourcing ingredients, technological know-how all the way to the manufacturing process of pure milk ice creams at Havmor. An important part of the Chief Tasting Officer’s induction will also be on Havmor’s 70+yrs of in-depth knowledge on food tasting and ice cream manufacturing. A special mentorship program with renowned chefs on the significance of taste, texture and flavor will also be part of ‘The Coolest Summer Job’ Offer.

    VP – Head of Marketing Chaitanya Rele added, “Our nationwide job hunt will be live on all our digital platforms and we will also be working closely with various human resource partner firms. It is an exciting opportunity where the winning candidate will get to master the unique techniques of ice cream making, meet the demands of the unique taste-buds in India and will have all the freedom to invent new flavors of their choice. These flavors will then make their way into our 200 ice cream parlors and 40,000+ retail outlets.”