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Tag: Diwali

  • This Diwali, Cadbury creates India’s first AI based hyperlocal ad to support local retailers

    This Diwali, Cadbury creates India’s first AI based hyperlocal ad to support local retailers

    NEW DELHI: The markets are beginning to recover, especially during the festive season, as the customers are now keen to make purchases that have been pending for a long time. At this point, it becomes extremely important for everyone to support the local retailer that forms the back bone of the economy.

    Cadbury India took a cue from this thought and launched a campaign ‘Iss Diwali Aap #KiseKhushKarenge?’ The idea is to turn this Diwali into the sweetest celebration of all times.

    The company will further add sparkle to the festivities, with eCommerce-exclusive premium pack, Oreo Moments and Cadbury Cocoa’s #TheSweetestDiwali activation.

    Continuing the legacy of ‘Kuch Achha Ho Jaye, Kuch Meetha Ho Jaye’, Mondelez India is taking a step further and leading by example by creating the most generous ad ever by reaching out to 1800+ local retailers, across 260+ pin codes, whose businesses are promoted locally through the latest Cadbury Celebrations ad and manifest the message of ‘Iss Diwali Aap #KiseKhushKarenge?

    The ad leverages technology and AI to create India’s first hyper-personalised ad wherein during this ad, these stores will be featured against the product category for specific pin codes in Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow. The ad beautifully captures this by showcasing an Indian family rejoicing the occasion of Diwali wherein the woman of the house gifts something to every member of the family which is bought from the local stores. The film ends on a celebratory note and a thought-provoking message – ‘When all of us support our local stores, all of us can have a Happy Diwali’, thus, putting the spotlight on the act of generosity.

    Mondelez India  senior director marketing (chocolates) – insights and analytics Anil Viswanathan  said, “Throughout festivities exchanging gifts and sweets holds a significant emotional value and embarks the beginning of a new era, and it makes us extremely proud about the fact that we humbly found a place in this small, yet important tradition. Moreover, this year, than any other warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity. Banking on the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, we are putting our best foot forward to inspire people to do what’s right this time by acknowledging people who helped us in difficult times. Whether it is weaving in ‘Mithaas’ into special occasions or adding a shimmer of cheerfulness to the joyous festivities, our much-loved snacking products have become an intrinsic part of every celebration and therefore, this year we’re furthering this effort by expanding our eCommerce premium portfolio to provide more choice to our consumers, along with many exciting initiatives across our brands, beyond just chocolates.”

    The ad film definitely follows the PM Modi’s call to support the local artisans and retailers and move towards being #Atmanirbhar.

    Someone watching in Golf Course Road, Gurgaon will receive and see this ad: 

    Someone watching in Mahalakshmi will see this ad: 

    Someone watching in Powai will see this: 

    This message is further being seeded through Cadbury Cocoa which is encouraging consumers to return the favour of goodness to their family members, who have always made their festivities more exuberant, with a ‘special mithai’ created using Cadbury Cocoa.

    Renowned personalities like Arjun Kapoor and Yuvraj Singh will be seen depicting the act of home-baking a  special recipe for their special someone to encourage people to walk an extra mile, be extra thoughtful and for a change, make the ones around you smile and turning it into #TheSweetestDiwali.

    With safety becoming a non-negotiable priority for consumers, e-commerce is playing greater role in implementing contactless shopping. Cdbury India is creating more digital shopping opportunities to continue redefining the joy of gifting. The seasonal offerings under the Cadbury Gifting portfolio will be available across multiple channels like e-grocers, marketplaces, e-commerce websites, hyper-local and omnichannel retailers and the company’s own direct-to-consumer website – CadburyGifting.in, so that people can partake in celebrations, unhindered.

    This festive season, the world’s favourite cookie brand – OREO, will continue to add more playful moments, through its special festive edition – Oreo Moments. The Oreo Moments gifting range has received great response over the last two years and the company has planned to scale up this year’s portfolio, in addition to launching an all new pack in the premium gifting segment under Oreo Cadbury Dipped Moments.

  • Diwali with a bang: Hindi GECs bet big on special programming

    Diwali with a bang: Hindi GECs bet big on special programming

    MUMBAI: Crackers may be banned, but television channels are making sure Diwali 2020 goes off with a bang for their viewers. With the outlook that viewers will stay at home rather than jostle with crowds in the age of Covid2019, Hindi GEC’s have taken up an aggressive stance programming-wise to maximize viewership in the run-up to the festival of lights.

    Festive fervour has taken hold of Zee TV. While ongoing shows like Guddan Tumse Na Ho Payega, Tujhse Hai Raabta, Qurbaan Hua, Ram Pyaare Sirf Humare will see drama spikes and highpoints, its latest fiction offerings – Apna Time Bhi Aayega and Hamariwali Good News will see significant milestones that are bound to keep audiences on the edge of their seats this Diwali week. There is a special festive event on the cards for fans of the channel’s top-rated shows Kundali Bhagya and Kumkum Bhagya. During the day, audiences can look forward to the telecast of special awards shows and events like Zee Cine Awards 2020, Zee Rishtey Awards 2019 and the film, Good Newwz. The network will also premiere its highly anticipated collaboration with Balaji Telefilms, Brahmarakshas 2, on the weekend after Diwali.

     

     

    Colors Bangla, too, has a treat in store for its viewers. “Focusing on the special days including Navratri and Dussera, Karva Chauth, and Diwali, we started airing special programming called Shandaar Ravivaar hosted by the comic duo Bharti Singh and Harsh Limbachiyaa from 25 October, 12 pm. It will culminate over the Diwali weekend. We will also launch a new show Molkki featuring Amar Upadhyay and Priyal Mahajan that highlights another custom prevalent in Haryana wherein brides are bought by people. It will air starting 16 November. Apart from this, we have planned festive special segments on Bigg Boss and a few other fiction shows,” said Viacom18 Hindi mass entertainment and kids TV network head Nina Elavia Jaipuria.

     

     

    Dangal TV has shored up its primetime viewing with the debut of mythological series Devi Adi Parashakti on 9 November. The show has been produced by Swastik Productions and will be telecast Monday to Saturday at 9 pm.

    Ganga Deewali Carnival is BIG Ganga’s hot ticket property for this time of the year. The four-day multi-entertainment, multi-celebrity festivity will begin 10 November and culminate on 14 November.

    Promotional sparklers

    Besides special programming on the small screen, Diwali is always associated with contests and exciting games. Zee TV business head Aparna Bhosle mentioned that the channel has introduced Zee Wali Diwali contest for its loyal viewers, wherein they get a chance to win gold and special vouchers everyday through 2 November to 19 December. She added, “This contest will be promoted across digital, social media and PR where we will invite our viewers to share their experiences of making rangoli, mithai etc together as a family. We want to give our viewers another reason to make a fresh start, take a step forward, and make a shubh shuruwaat (auspicious beginning) with Zee TV through this contest and our on-going shows.”

     

     

    With Children's day and Diwali coinciding this year, Colors is going to run a campaign that will show the audience how to bring alive the Diwali spirit with children at the heart of it. The channel will host a #DIYwali party with the participation of notable characters and celebrities. The initiative will have a series of micro-videos that will teach DIY ways to do multiple festive rangoli, food, art & craft activities symbolic of the festival of lights.

    On the marketing side, Colors has designed a TV-focused campaign panning across network & non-network channels in all the Hindi speaking markets, along with print presence. The concept of bought bride or Molkki, the channel's newly launched show, will be brought to life with a promotional tie-in with Amazon, where customers will come across a unique buying proposition. In order to tap into the massive reach of 84.25 million people on its social media platforms, the ‘Colors golden petal club’ virtual event has flagged off ahead of Diwali.

    Ad spends rocketing too

    With market sentiments improving over the last few months, brands have started coming up with new and dynamic ways to connect with consumers. Experts observe that the festive season is the same every year – from consumer as well as advertisers’ perspective – enthusiastic and buoyant, even if celebrations may be a little toned down this time around. OMD Mudramax EVP & principal partner Navin Kathuria stated that if not all, most categories like e-commerce (Amazon, Flipkart, Pepperfry etc), cars, paints, white goods have started advertising.

    Jaipuria noted that gaming and edu-tech brands are also seizing the opportunity to invest big and have been receiving good traction for the last six months. She further added, “In the April-June quarter, most broadcasters gave attractive discounts to advertisers which helped the ad volumes to bounce back. However, ad rates were down due to the discounting. July to September quarter has witnessed a strong revival in pricing, with September discounting down to zero for movies and GEC genres.”

    According to both Kathuria and Madison Media Sigma CEO Vanita Keswani, the surge in advertising is more prominent on TV and digital. Meanwhile, print, radio, cinema, and OOH are nowhere close to their yesteryears’ inventory levels, though there also is a marginal increase in advertising. The only difference between last year and this year will be the scale of celebrations, advertising and spending / purchasing.

    Keswani also mentioned that ad spends started recovering since August and has almost reached the pre-Covid2019 levels in October, riding on the back of festive spending and the IPL. She said, “We expect ad-ex to recover in H2 2020 and grow at a dramatic rate of 60-70 per cent of the collapsed H1 half, or grow 6 per cent to 13 per cent versus H2 2019. This will lead to ad-ex in 2020 contracting by 14 per cent to 18 per cent.”
     
    Kathuria opined that advertisers will advertise only if they sense consumer demand. And many festive categories like cars, paints, e-commerce, electronic retail shops, home loans are advertising. In fact, a latest report indicated home purchase in October 2020 being higher than January this year – when the pandemic had not set in India. So all these signals point to consumer demand going up.

  • Duroflex urges consumers to gift good sleep this Diwali

    Duroflex urges consumers to gift good sleep this Diwali

    MUMBAI: Gifting during Diwali is a wonderful tradition of showing love, care, and appreciation.  This Diwali the festivities continue in spirit but the way to celebrate has changed inline with the new normal. Looking at this, during the festive season Duroflex wants to equip every Indian with better health through the gift of good sleep. Their latest Diwali communication encourages consumers to prioritize health and gift themselves and their loved ones the most meaningful and thoughtful gift – the gift of good sleep. 

    The campaign also highlights the brand’s signature range – Duropedic; which is India’s first doctor recommended orthopedic mattress range. Its exclusive five-zoned orthopedic technology is tested and recommended by the medical experts at the National Health Academy. 

    Duroflex’s Diwali communication brings to light the current reality of many Indian homes by showcasing the story of a family preparing to welcome Diwali only to find their son who is working from home, submerged in everyday work stress. The concerned parents, gift him what he needs the most, a good night’s sleep for his physical and emotional well-being ending in a moment of family bonding.

    Duroflex VP marketing and e-commerce Smita Murarka said, “As a trusted brand with over 5 decades of expertise our endeavour has been to help India sleep better. Living through this pandemic has taken a toll on the health and well-being of people and it has only increased our resolve to help every Indian through our messaging on the importance of sleep. Over the years, Diwali has become synonymous with gifting loved ones what they value. This Diwali while the celebrations may have changed the mood continues and with this communication, we encourage people to share the most meaningful gift- the gift of good sleep.” 

  • Philips India sparks off Diwali festivities

    Philips India sparks off Diwali festivities

    MUMBAI: Philips, a leading player in the consumer electronics segment, has launched a campaign for the festive season titled Khushiyon ki Ladi.    

    Traditionally, the brand has been a key advertiser during this period because people love to upgrade their homes with electronic devices. A large chunk of people wait for the festive season to buy new goods because they get great discounts, which adds to their celebrations. 

    The marketing objective of Philips is to revive the spirit of celebration this Diwali, and as a result revive people’s need to make a purchase for their home.

    Conceptualised by Ogilvy, the film talks about how each one of us can ignite a Khushiyon ki Ladi or string of happiness. The film illustrates how joy and prosperity can trickle down from one family to another this Diwali – all triggered by one single purchase. Besides film, the campaign extends to other media like Instagram stories, carousels, print and point-of-sale.

    The key challenge was to devise a festive campaign keeping in mind the sensitivity of the time. The country is still very much in the middle of the pandemic and an economic crisis. Full blown celebrations are not expected as these have limitations and challenges. Therefore, people are not yet ready to celebrate in a full-blown manner. 

    Read more news on Ogilvy

    The agency shares that when it sat down to think on the communication strategy, it realised that the power to evoke joy and reinvigorate the economy lies in the hands of a single individual. Any purchase made, no matter how big or small, can help make someone else’s Diwali. This becomes especially relevant in the context of India slowly opening up post-lockdown.

    Ogilvy (north), chief creative officer, Ritu Sharda said, “We’re all expecting Diwali to be a little different this year, but we’re hoping something will still spark that infectious festive spirit. In some way or the other, we will all celebrate Diwali together. So, we thought why don’t we light a ladi this year, a slightly different one, but one that involves everyone. The beauty is that any one person can spark off this Khushiyon ki Ladi, a ladi that quietly but surely, spreads joy from one home to another.”

    It will be interesting to see how the festive season pans out for the consumer electronics segment.

  • InDigital announces ESOPs for local cable operators

    InDigital announces ESOPs for local cable operators

    MUMBAI: Diwali is a time for celebration and in keeping with the spirit, business partners and local cable operators (LCOs) of InDigital, the digital cable network and NXT Digital, the HITS or Headend-In-The-Sky network of the Hinduja Group’s media vertical were in for a pleasant surprise.

    In a Diwali message via video to distributors and LCOs across the country, Hinduja Group of Companies chairman Ashok P Hinduja announced, “With the smart turnaround of the media business, the time has come for distributing the shareholding in the form of designing equity based plans to LCOs; as LCOs are the foundation on which the business has been built and every LCO must consider the company as his own. The scheme is currently under development.” He further expressed his immense satisfaction in seeing so many LCOs transform into business-persons of stature and success.

    This move is expected to help transform the cable landscape in the country and give a fillip to the LCOs who have been associated with the digital platforms of the Hinduja Group – some for nearly 24 years, the time the cable TV business was instituted.

    Reacting to the announcement, Ashok Singh, a long-time business partner and distributor in Mumbai said, “This announcement continues to reflect the culture and the long-standing commitment of the Hinduja Group to the thousands of LCOs who are part of the cable distribution business, across the country.” Akram Khan, an LCO, who has also been associated with the Group for over two decades reiterated, “We have always known the Hinduja Group to stand by us, especially when we faced challenges; and this announcement shows that the Hinduja Group continues to put its pariwar of LCOs always first. We are delighted to hear this!”

    Hinduja also went on to allay LCO fears that LCOs should not fear competition. Instead, they should feel proud that they are a part of a unique, boutique company delivering quality and differentiated services to customers and should focus on ensuring that they provide the highest levels of customer service.

    He also went on to announce a special scheme for LCOs to expand their business and become direct selling agents of various products and services of the group on a fee-based model; with full training and other support from the group to be launched soon. This initiative of the group is expected to help especially smaller LCOs in semi-urban and rural markets, diversify their revenue streams and help them leverage and monetise their relationships with their customer, even more effectively.

  • Bobble AI launches an interactive Cracker-Keyboard to celebrate a Pollution Free Diwali

    Bobble AI launches an interactive Cracker-Keyboard to celebrate a Pollution Free Diwali

    New Delhi: This Diwali, Bobble Keyboard is here with an eco-friendly innovation to turn your Whatsapp conversations into fireworks.

    Bobble AI, a Gurgaon based leading startup in the technology space, announced their campaign #AzadiCrackersSe to spread awareness about celebrating Diwali in an eco-friendly manner. The tech company has developed an interactive keyboard theme for their users as a green alternative to the festival of lights.

    The keyboard is specially designed keeping the festival of lights along with its popularity amongst Indian users in mind.  The campaign aims to create a sound noise on the belief that a change begins from within.

    This technology is developed to replicate the feel of Diwali and add to the typing experience with each alphabet producing the sound of bursting crackers. With each Space and Enter key hit, there will be fireworks that go off in the background of keyboard theme.

    The keyboard is already available for Android users and can be downloaded from the Google Play store October 21st onwards.

    On the launch of the keyboard, Ankit Prasad, CEO and Founder, Bobble AI said “We at Bobble AI, offer innovative solutions to make communication more fun and personal. As a responsible business entity, we aim to assimilate sustainability in every possible manner. By contributing our bit to reduce pollution, it is a step towards promoting a greener and better tomorrow. We look forward to add and support more such fun yet responsible initiatives in the future.” 

  • Snapdeal traffic grows 61% in a year, now India’s third-largest marketplace

    Snapdeal traffic grows 61% in a year, now India’s third-largest marketplace

    MUMBAI: Snapdeal’s web & mobile sites has more than tripled from 27 million monthly visits in October 2017 to more than 87 million visits in September 2019, reveals a latest SimilarWeb data report. As per the data, in the last one year, Snapdeal’s traffic has grown 61 per cent to cross 87 million monthly visits in September 2019 to its web and mobile sites.

    Snapdeal with its 848 million visits in the last 12 months is now the third-largest marketplace in India, more than four times the size of #4*, which with 205 million visits in the last 12 months is a distant #4 in the Indian market.

    As per the brand, this gain in the reach and popularity has been a result of its steady focus on the mass segment of the e-commerce market in India.

    Pursuant to its Snapdeal 2.0 strategy unveiled in August 2017, Snapdeal sharpened its focus on the needs of the value-conscious buyers in India. This market of 400 million potential buyers is the fastest-growing segment in Indian e-commerce.

    Consistent with its focus on the value segment, more than 90 per cent of Snapdeal’s users come from the small towns and cities of India.

    As per a recent tweet by Snapdeal’s CEO and co-founder Kunal Bahl, the company saw its highest-ever monthly transacting users in September 2019. In the on-going Diwali sales, Snapdeal’s order volumes grew 52 per cent over last Diwali and volumes doubled in more than 120 cities across India.

    Snapdeal’s total monthly traffic across the web, mobile site and app at nearly 150-180 million is expected to cross 220 million in October 2019 with the on-going festive season. With the success of its 2.0 strategy, Snapdeal has established itself as a strong #3 in the Indian market, with a leadership position in the Bharat-focused value segment.

    Snapdeal’s growth is based on a strategy of pursuing growth basis healthy unit economics while simultaneously maximising the operating efficiency of the marketplace. This is reflected in its audited financials for the FY 2019-19, released in July 2019.

    Snapdeal’s consolidated revenues grew by 73 per cent (from Rs 535.9 Cr in FY 18 to Rs 925.3 crore in FY19). Simultaneously, it also reduced its loss by 71 per cent (from Rs 611 Cr in FY 18 to Rs 186 Cr in FY 19).

    Snapdeal CEO & co-founder Kunal Bahl said, “The growing volumes on Snapdeal are built on a sound and granular understanding of the importance of value in Bharat-focused e-commerce. Our ability to build scale along with favorable unit economics gives Snapdeal an immense competitive advantage.”

    Snapdeal’s growth in traffic, increase in volumes is also due to the deepening of its focus on value-priced merchandise. In the last two years, Snapdeal has added 60,000+ new seller partners, who have added over 50 million new listings through a structured engagement aimed at building a deep assortment of products relevant for value-savvy buyers. Snapdeal now has more than 500,000 registered seller-partners, who have more than 200 million listings on the marketplace.

  • Sony Pictures Networks India doubles the Joy of Diwali with their #AbIndiaAurBhiHappy offer for its premier channels, Sony Entertainment Television (SET), Sony SAB and Sony MAX

    Sony Pictures Networks India doubles the Joy of Diwali with their #AbIndiaAurBhiHappy offer for its premier channels, Sony Entertainment Television (SET), Sony SAB and Sony MAX

    MUMBAI: This festive season, Sony Pictures Networks India (SPN) brings cheer to the Hindi entertainment loving Indian viewers through its ‘Ab India aur bhi Happy’ offer. Bringing joy to every household, SPN has announced a special offer, allowing consumers to avail of a festive à-la-carte pricing of Rs. 12/- month on its premier entertainment channels, SET, Sony SAB and Sony MAX.

    Across the country, television viewing households can now enjoy SPN’s top-rated marquee prime time entertainment programs such as KBC, The Kapil Sharma Show, Indian Idol, Taarak Mehta ka Ooltah Chashma, Tenali Rama and more, along with an unlimited repertoire of Hindi movies. All this from the comfort of their homes and at just Rs. 12/- month.

    In the wake of TRAI’s revised guidelines on TV channel tariffs Sony Pictures Networks had launched a comprehensive consumer education campaign, #RishtaPakkaSamjho with Mr. Amitabh Bachchan to empower consumers to make an informed choice of the various pricing options, either on an à-la-carte basis or a combination/bouquet. This campaign successfully addressed viewer’s concerns and dilemmas on channel subscriptions costs and maximum retail packs.

  • This Diwali, join in on the non-stop Hollywood Dhamaka – exclusively on Sony PIX

    This Diwali, join in on the non-stop Hollywood Dhamaka – exclusively on Sony PIX

    MUMBAI: Sony PIX – home to the biggest Hollywood premieres and blockbusters – is geared to take the audience on an amazement ride this October. With prime festivals like Dussehra, Diwali and Halloween around the corner, Sony PIX has got the holiday season covered for you with 3 mega premieres, a month-long ‘PIX Diwali Dynamite’ festival and a 10-day long ‘House of Horror’ Halloween special.

    With 3 action-packed premieres exclusively on Sony PIX, viewers are in for a treat! Starting with ‘Skyscraper’ starring Dwayne Johnson on 6th October, ‘Wonder Woman’ starring Gal Gadot on 13th October and the biggest premiere of the year ‘Jurassic World: Fallen Kingdom’ starring Chris Pratt on 20th October, all three guarantee a Sunday full of action and amazement! What’s more, Skyscraper and Jurassic will premiere in English, Hindi, Tamil and Telugu, giving viewers an opportunity to watch in the language of their choice!

    Additionally, starting 1st October, ‘PIX Diwali Dynamite’ promises blockbuster movies every Monday to Thursday at 7 PM. This is to be followed by a 3-day weekend dhamaka where viewers will get to enjoy dynamite movies – from Fast & Furious and The Mummy to The Incredible Hulk and Pacific Rim: Uprising – all day, 26th October onwards, again with the option of watching in the language of their preference.

    Lastly, Sony PIX becomes the ‘House of Horror’ starting 22nd October, where viewers can watch horror movies like Annabelle, House of Wax, Orphan, The Conjuring and others every night at 11 PM as part of the 10-day Halloween special. The Horror festival will culminate on 31st October with the Indian television premiere of the movie ‘Halloween’ which is a direct sequel to a movie of the same name released in 1978.

    Sony PIX is set to expand this offering at the biggest pop-culture event of India – Comic Con – kickstarting in Hyderabad on 12th and 13th October. The viewers can experience their favorite movies and characters and win amazing merchandise at the event. So, get set for back-to-back Hollywood amazement, all month long, only with Sony PIX!

  • Spotify unveils campaign for first Diwali in India

    Spotify unveils campaign for first Diwali in India

    MUMBAI: With Diwali just around the corner, Spotify has come up with a blast of creative, fun, and engaging initiatives, including some interesting TVCs featuring Anil Kapoor and Ishan Khattar, and using some of the favourite festive music tunes of its users.

    Spotify has launched 12 new playlists in Hindi, Punjabi, Tamil, and Telugu, which has music suitable for parties and prayers, both. In addition, the fun banter from Spotify’s ‘Sunte Ja’ campaign continues with protagonists Anil Kapoor and Ishan Khattar joining the brand's Diwali celebration.

    Based on the insight of how music is deeply rooted in India’s social fabric is celebrating the fervour of seasonal festivities, the campaign this time brings to life the celebration of Diwali with music. The campaign features three films that will be aired on TV, along with amplification across priority digital platforms.

    "Diwali is all about chores, family time, get together with friends, and new beginnings. We wanted our playlists and campaign to be as fresh and fun as what this festive season brings. It's also a huge festival for our diaspora audiences and our playlists have been created keeping those users in mind as well. This is perhaps one of the most important cultural moments for our users and we want to ensure we are a part of all that they celebrate," said Spotify India managing director Amarjit Batra.

    Spotify has also designed a surprise in-app experience for users on the Diwali weekend.