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Tag: Dilen Gandhi

  • Dettol launches anthem to spread the message of hope

    Dettol launches anthem to spread the message of hope

    New Delhi: With India struggling to combat the second wave of the coronavirus pandemic, Dettol on Monday launched an anthem to spread the message of positivity and hope. The brand has attempted to reiterate the criticality of good habits like hand hygiene, wearing masks, maintaining social distance and vaccination to fight the pandemic.

    The anthem to infuse positivity has been performed entirely by children across the nation from the safety of their homes and executed with complete adherence to current safety protocols, said the company.

    Reckitt, South Asia- Health and Nutrition, regional marketing director, Dilen Gandhi said, “Dettol has been driving mass behavioral change and has played an important part in creating a healthier and more hygienic environment. Children have played a crucial role in helping us spread awareness on the importance of health and hygiene. Today, our children have been massively impacted and facing extreme duress due to the virus. This campaign is our way of saluting the future of our country and spreading the message through them of hope, positivity and protection.”

    Elaborating on the concept, McCann, executive director and India head of creative, Ashish Chakravarty said, “This anthem is a message of positivity and hope. And who better to bring such a message than those in whom the hopes of a better tomorrow lie; the children of the nation. We hope that this simple message finds a voice in every home of India.”  

    Dettol has been focused on addressing the rising need of health, hygiene and sanitation in India. With Dettol’s Banega Swasth India initiative, Dettol has impacted more than 20 million children across India.

  • Quaker India promotes ‘DIY Brekkies’ ‘for healthy breakfasts

    Quaker India promotes ‘DIY Brekkies’ ‘for healthy breakfasts

    NEW DELHI: Quaker India has launched Do It Yourself (DIY) Brekkies, a digital campaign to promote everyday healthy breakfast eating. The snackable video series (60-90 seconds) on YouTube offers a variety of recipes to add an ‘oat-a-licious’ twist to everyday breakfast dishes and will continue to populate with more recipes in the coming time.

    PepsiCo India senior director and category head – foods Dilen Gandhi said, “In recent months, the consumer demand for healthy foods has increased, which has heightened consumer adoption of Quaker Oats in one's daily routine. Breakfast is an important part of maintaining routine and we are thrilled to launch DIY Brekkies that provides a wide array of tasty breakfast recipes for our audiences.”

    Commenting on the rise of food-related content on YouTube, Google India group head, insights & partnerships  Kaushik Dasgupta said, "Food is an evergreen content category on YouTube. But with activity and entertainment getting constrained this year, India is tuning into YouTube for a change of taste, with people watching videos related to recipes and cooking at a rate over 45 per cent higher than compared to last year. We have also seen a surge in video views of content with 'restaurant style' in the title, and how to cook meals with limited supplies. These are Indian jugaad recipes of inventiveness, creativity and ingredient substitutes."

    To further showcase the deliciousness and versatility of oats, Quaker has released a special cookbook with 30 sweet and savoury oats recipes.

    PepsiCo Foods WPP India lead Ritu Nakra said, “Our audience often perceives Oats as a sweet dish. To fight this sweet myth and to illustrate the versatility of Quaker Oats as a savoury dish, we are delighted to launch DIY Brekkies and the Quaker Cookbook. This initiative will bring to the table multiple breakfast recipes that are delicious and easy to make and share exciting new ways to have this  nutritious grain.”

  • Kurkure’s new campaign celebrates togetherness of Indian families

    Kurkure’s new campaign celebrates togetherness of Indian families

    NEW DELHI: To express gratitude towards the millions of Indian families for their continued support towards each other during these challenging times, Kurkure launched a special campaign. The campaign brings to life a special thank you to the Indian families for always being supportive, entertaining, and adding ‘masaledaar fun’ to each other’s lives in their own ‘atpata’ and ‘chatpata’ ways.

    Through its long journey in India, Kurkure has always been an integral part of Indian families and their daily moments filled with ‘quirky masti’. The new campaign is based on three relevant insights. The cultural insight of how India has been known for its joint family – centric setup; the social insight which recognizes the deepened bond, uptick in family time and increased connect between family members during these challenging times as more and more people have moved back home; and the consumer insight which identifies people's need to express themselves in fun and quirky ways. 

    PepsiCo India senior director and category head – foods Dilen Gandhi said, “As individuals, thanking our immediate families may not always come naturally to us.  While we may convey our gratitude to them through little actions, it is putting this deep emotion into words which is the real challenge. Through Kurkure’s new campaign, we aim to offer our fans and consumers across India with a fun way to say ‘thank you’ to their loved ones. This quirky tribute matches perfectly with the ‘atpata’ and ‘chatpata’ characteristics of Indian families – making this ode truly distinct in today’s scenario.”

    He further added, “While the trend earlier was about moving out on your own, the reality now has once again cherished the role played by family as a social institution and familial bonding has become a privilege. Our attempt through this campaign is to celebrate that.”

    The special film unveiled by the brand captures the nuances of the relationship that all family members share with each other and celebrates how they have kept one another upbeat and entertained even during these times. The peppy track takes the audience through relatable, fun-filled family moments from the homes of Indian families, such as fighting over the remote control and enjoying a special meal.  Shot in a unique stop-motion format, the film highlights that with family by one’s side, even these difficult times have been nothing short of a joyride. 

    Kurkure brand ambassador Akshay Kumar said, “In these trying times, we came closer to our families and became each other's source of strength, happiness and humour. Kurkure, which has a long journey of celebrating fun-filled family moments, captures this heartfelt bond and the idea of being each other's support through a special masaledaar tribute to the Indian families. I hope everyone enjoys this chatpata ode and is inspired to find fun ways of thanking their own families”.

    PepsiCo Foods, India WPP lead – Ritu Nakra said, “Kurkure has always had Indian families as the "Hero" of our brand communication. In light of current events, our families have become more important than ever, acting as our support systems and making these tough times somewhat bearable. This ode to Indian families was our way of recognising and celebrating our families that have been there for us through tough times. Done in a very quintessential Kurkure manner, with loads of quirk and humour.”

    The launch of the film is first in the line of many digital activations that the brand has in the pipeline for the coming few weeks. The latest campaign is being brought to life through a robust 360-degree surround plan across multiple platforms. 

    CREDITS:

    Creative Agency:

        WPP Lead – PepsiCo Foods, India: Ritu Nakra

        Chief Creative Officer: Senthil Kumar

        Executive Creative Director: Harsh Maheshwari & Pallav Medhi

        Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri

        Creative Director: Partha Sengupta & Priyadarshi Khastgir

        Copywriter: Bhavini Trikha

        Film Department: Mandeep Singh

        Account Management: Binay Mehra & Kirti Sinha

     Production House:

        Director: Vishal Shekhar

        Producer: Anand Kumar

        Production House: Full Moon Productions

  • Quaker salutes healthcare community

    Quaker salutes healthcare community

    NEW DELHI: Quaker Oats, one of India’s leading brands in the oats segment, from the house of PepsiCo India, on National Doctor’s Day salutes the dedication and compassion of The Real Fit Heroes – our healthcare community with a special digital film.

    Supporting the tireless devotion of our frontline workers, who are bringing hope to many during these challenging times, Quaker applauds their efforts through a special digital film with a warm message from Quaker Brand Ambassador, Vikas Khanna. Through this film, Quaker urges netizens to salute and thank the Real Fit Heroes – doctors, nurses and many more such healthcare professionals for their compassionate and heroic work in the fight against the pandemic.

    PepsiCo India, senior director and category head foods Dilen Gandhi said, “The healthcare professionals have shown true resilience, selflessness and strong commitment and have worked tirelessly. On National Doctor’s Day, Quaker salutes our frontline warriors for their relentless efforts and an unwavering spirit that has brought hope to all of us. Our digital film is a tribute to extend our appreciation for the healthcare heroes and recognize their continued dedication. We are also serving ready-to-eat *oatmeals, through vending machines in some leading Government hospitals in New Delhi for easy on-the-go access. We are also distributing packs in hospitals in various cities of India as a small gesture. May they stay real fit forever.”

    Quaker Oats brand ambassador, Vikas Khanna, said, “I wish to thank all the healthcare professionals for working tirelessly during these challenging times. Today, on National Doctor's Day, we salute the dedicated efforts and compassion of our Healthcare workers that has filled all of us with the hope of better lives. Quaker’s digital film is a tribute to extend our collective appreciation for the healthcare heroes as they continue to serve the country.”

    To support these healthcare heroes, earlier this month Quaker Oats had announced that it will provide over 1 lakh oatmeals* to doctors, nurses and healthcare professionals working tirelessly in COVID-19 speciality hospitals across New Delhi. The oatmeals* were provided by installing Quaker Oats vending machines in leading government hospitals. The special initiative was flagged off by Dr. Randeep Gulleria, Director, AIIMS along with Abhishek Singh, IAS, Deputy Commissioner, New Delhi.

  • Kurkure partners with Paytm for 100% cashback festive offer across portfolio

    Kurkure partners with Paytm for 100% cashback festive offer across portfolio

    MUMBAI: Kurkure, India’s most loved snack brand, has unveiled its most chatpata and exclusive cashback offer for its consumers in partnership with the largest digital wallet, Paytm. This unique, one-of-a-kind association will provide a guaranteed 100% instant cashback to the consumers up to 5 times in bank accounts linked with Paytm UPI during the festive season. The consumers across the country can avail the attractive offer on all Kurkure variants including Kurkure Masala Munch, Kurkure Solid Masti and Kurkure Puffcorn.  The offer is available on all INR 10, INR 20 and INR 35 packets allowing consumers to enjoy their favorite snack for up to 5 times.

    Kurkure always aims to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and zany advertising. The brand’s all new bumper offer with Paytm brings an exciting twist and zing to consumer’s lives during the festive season. Valid for multiple redemptions, the limited period offer is the perfect excuse for sharing and enjoying the festivities with friends and family.

    Kurkure’s tie up with Paytm will drive high impact awareness on this offer through a massive Above the Line campaign throughout October. Kurkure has also tied up with the high impact reality show Bigg Boss where the consumers will see the housemates availing the offer soon.

    Expressing his thoughts on the association, Mr. Dilen Gandhi, Sr Director, Marketing – Foods Category, PepsiCo India, said, “Innovation has always been at the core of Kurkure and has been driving us towards delivering pertinent offers to a constantly evolving audience. Kurkure’s unique initiative is a never before offer by any brand wherein we are offering a guaranteed, instant and 100% cashback that can be redeemed 5 times per mobile number throughout the season.  We are extremely excited to be doing this on the fast evolving digital medium  through our partnership with Paytm and are confident that the collaboration will enhance our efforts to lure the audience to indulge in chatpata snacking during the festive season.”

    Sharing her excitement, brand ambassador, Taapsee Pannu, said, “I love snacking on Kurkure and feel great to be a part of the Kurkure family. The brand has always portrayed a sparky twist to everyday moments that are relevant, topical, and have the potential to be remembered even years after! This is my second film with the brand and the storyline is exemplary yet again. We live in a digital world and are increasingly shifting towards cashless purchases. I am sure the consumers are going to love this never seen before ‘10 pe 10’ cashback offer. Imagine you go out with Rs 50 and come back home with 5 packets of Kurkure and still with Rs 50 intact! It is an extremely unique, exciting and chatpata initiative.”

    Speaking about the association, Siddharth Pandey, Vice President – Paytm said, “We have always believed in optimizing our efforts to understand and serve our consumers better. Our association with Kurkure, which has been a favorite snack brand across the country, demonstrates our commitment to provide a wide array of new & innovative offers & promotions to our consumers.”

    The 20 seconder chatpata TVC features Taapsee Pannu in a quirky yet retro avatar riding a bicycle. She is seen chasing a pilot who is about to take off, in a bid to tell him about the new offer of guaranteed 100% cashback on purchase of Kurkure. The news gets the passengers excited as they pop their heads out of the windows and the film concludes with the excited pilot jumping off the plane to avail the offer.

    Senthil Kumar, Chief Creative Officer, JWT was quoted saying, “Kurkure has always been about quirky advertising that shows a witty twist to the ordinary. The Kurkure Paytm creative communicates the brand’s thrilling offer in a simple and clear way and is still quirky, OTT and keeps the brand’s humor at the heart of its advertising. With our integrations in impact properties in Big Boss where the housemates make the most of Kurkure’s 100% cashback offer multiple times, we are sure we will drive high reach for this offer on Kurkure range this festive season”.

  • LAY’S ROPES IN INDIA’S FAVORITE YOUTH ICONS, RANBIR KAPOOR AND ALIA BHATT AS BRAND AMBASSADORS

    LAY’S ROPES IN INDIA’S FAVORITE YOUTH ICONS, RANBIR KAPOOR AND ALIA BHATT AS BRAND AMBASSADORS

    National :  LAY’S, India’s favourite potato chip brand, has announced leading Bollywood actors Ranbir Kapoor and Alia Bhatt as its brand ambassadors today. As part of the association the stars will be part of LAY’S new campaign – ‘Smile Deke Dekho’ and will be seen featuring in series of films together. The first look of the films was revealed today through a teaser on social media on the occasion of World Smile Day.

    LAY’S has always been the perfect companion for every celebration and good times with friends. For over two decades, LAY’S has been on a mission to provide a joyful interruption from their busy days by bringing more smiles to consumers across the country. To further this proposition, the brand has brought its global Smile campaign to India as ‘LAY’S Smile Deke Dekho’ campaign.  The campaign comes to life through new LAY’S packaging that showcases how a smile can universally connect and conveys a mood or emotion effortlessly.

    As part of the campaign, LAY’S has introduced packs that feature six different smiles that capture different moods and emotions. In the teaser launched earlier today, Alia and Ranbir are seen exchanging smiles using these LAY’S packs. The teaser film released by LAY’S on social media captures Alia as she gives different types of smiles using the packs. Ranbir who appears to join in the fun photobombs the picture with a whacky smile of his own.

    Commenting on the association, Mr. Dilen Gandhi, Sr Director, Marketing – Foods category, PepsiCo India, said, “We are thrilled to have Ranbir and Alia on board as brand ambassadors for LAY’S. Not only are they both amazing youth icons but also amongst the most talented actors of their generation. We are confident that combining LAY’S, one of India’s most loved brands with Ranbir and Alia’s talents will enable us to tell the kind of stories that strongly resonate with not just our consumers but the country at large.”

    Talking about his association with LAY’S, popular Bollywood actor, Ranbir Kapoor said, “I have always resonated deeply with LAY’S and I’m extremely thrilled to be the face of the brand. It has seamlessly paved a way into the hearts of the young and has been a part of their fun, special and celebratory moments. The new LAY’S Smile Deke Dekho packaging is a beautiful concept and a step forward for the brand to connect with the youth. I believe that a smile goes a long way in building connections with friends and familiar people and LAY’S Smile Deke Dekho is all about the simplicity of sharing a smile.”

    Expressing her excitement, leading Bollywood actress, Alia Bhatt shares, “Fun moments with friends are accompanied by packs of LAY’S and to be its brand ambassador is immensely cool and exciting! I love the new LAY’S Smile Deke Dekho packaging and it is so much fun communicating through different smiles on the packs. A smile is infectious and carries the power to instantly uplift and change the mood. I am really looking forward to start off my journey with the brand creating interesting content and storytelling.”

    LAY’S Smile Deke Dekho packs are available at INR 10, 20 and 35 price points across all traditional and modern trade outlets.

     

  • Lay’s Wavez campaign on Tiktok gathers 2 bn views within 3 days of launch

    Lay’s Wavez campaign on Tiktok gathers 2 bn views within 3 days of launch

    MUMBAI: Lay’s, one of India’s leading potato chips brands, received an overwhelming response on TikTok for its Wavez4India Challenge. Launched by Yuvraj Singh, one of India’s favourite cricketers and Shakti Mohan, the country’s dancing sensation, the challenge received over 2 billion views in just 3 days of its launch.

    TikTok users accepted the challenge thrown by Yuvraj and Shakti and came up with unique dance moves in form of Wavez. With more than 2000 user generated videos, the challenge reiterated the passion towards experimenting with quirky and unique dance moves.

    The total number of views for the Lay’s Wavez4India Challenge currently stand at a massive 4 billion.

    PepsiCo India sr director – marketing, foods category Dilen Gandhi said, “Lay’s has always stood for introducing new industry innovations. Lay’s Wavez, our new innovative offering – with its unique shape and appetizing flavor – has received an encouraging response from consumers. Associating with an interactive platform like TikTok for this new innovative product, therefore, seemed to be a seamless fit into the brand’s marketing strategy.”

    He further added, “The response to the challenge has been phenomenal. We are glad that this association has helped us further our objective to provide our audience an opportunity to participate in innovative experiences while enjoying and having fun with their favourite snack.”

    TikTok India director, sales and partnership Sachin Sharma said, “Dance has always been one of the trending categories on TikTok with millions of users showcasing their creativity on various tunes, using TikTok features. We are delighted to witness how brands are increasingly engaging with the youth on our platform through interesting, fun and exciting challenges. The collaboration with Lay’s for #Wavez4India challenge saw some really talented creators take to TikTok to exhibit their expressions and cheer for India in the ongoing cricket season.”

  • Lay’s celebrates flavours of life in latest ad

    Lay’s celebrates flavours of life in latest ad

    MUMBAI: Our lives have become immersed in the virtual world and less in the real. In a constant search for new, invigorating experiences to add to our social web of stories, we often skip out on the ‘now’. Always building moments to celebrate in our webbed world leaves us missing the flavours of the present.

    The new TVC, which is a celebration of life, conveys the underlining message of being in the present and cherishing the journey of it all.

    The new TVC is brought to life with two friends vacationing on the beach. While one of them takes to playing frisbee, the other is nose deep in her phone, updating her social media. Looking at her friend, the girl puts forward a packet of Lay’s to catch her attention. Obviously, the girl leaves her phone and indulges herself in the real flavours of Lay’s and Life.

    PepsiCo India marketing director of western snacks category Dilen Gandhi mentions that experience is the new social currency for the youth today. That’s why, they are busy showcasing the experience and sometimes miss living it fully. “Lay’s has always been popular among consumers for its real and authentic flavours, and we want to bring back some of that real flavours back into our consumers lives, by highlighting the need to immerse themselves in these moments,” she adds.

    J Walter Thompson India chief creative officer Senthil Kumar says, “Research has shown us that on an average, youngsters are spending five hours or more a day in the virtual world, they are obviously missing out on real experiences in the process. As Lay’s, we wanted to bring this to their attention in a young, light and ‘Lay’s’ way.”

    Over the years, Lay’s has become known for its engaging promotions and campaigns. From ‘No one can eat just one’ to ‘What’s the programme?’ to ‘Be a Little Dillogical’ to last year’s ‘Love to Love it’, Lay’s has always been in pace with the pulse of the youth and been an integral part of their lives.