ITV

Tag: Hemant Bhandari

  • Catch Spices seasons screens with star-studded, flavourful campaign

    Catch Spices seasons screens with star-studded, flavourful campaign

    MUMBAI: Catch Spices is turning up the heat on Indian kitchens, both on-screen and off! The DS Group’s flagship spice brand has launched two vibrant television commercials featuring Indian cinema superstars Akshay Kumar and Rajpal Yadav, reinforcing its tagline “Kyunki Khana Sirf Khana Nahi Hota” (Food is more than just food).

    Conceptualised by Dentsu International and directed by Hemant Bhandari, the ads highlight the transformative power of Catch Turmeric and Catch Garam Masala. One TVC sees a lighthearted mix-up leading to an unexpected yet heartwarming lunch, while the other cleverly plays on the word ‘thanda’ to showcase how Catch Garam Masala elevates bland meals into flavourful feasts.

    DS Group business head for spices division, Sandeep Ghosh expressed enthusiasm about the campaign stating, “These TVCs capture the essence of Catch Spices—enhancing everyday meals while creating memorable moments.”

    Kumar renewing his association with the brand said, “For Indians, food is an expression of love and celebration, and Catch truly understands this connection.”

    The TVCs will be aired across major TV channels, digital platforms, and integrated into hit shows like Laughter Chef and MasterChef. With Catch Spices recently crossing the Rs 1,000 crore feat and clocking an impressive 24 per cent annual growth, the brand continues to expand its reach across millions of Indian households, blending tradition with innovation.

  • “The three of us principally believe there is no limit of growth, it’s a matter of choice”: Chrome Pictures founders

    “The three of us principally believe there is no limit of growth, it’s a matter of choice”: Chrome Pictures founders

    Mumbai: Cinema has been entertaining and educating the masses through various mediums, including films, TVCs, ad films, TV serials, and web series on OTT platforms. Creating, experimenting and evolving with ‘Lights, Camera and Action’, a production house – Chrome Pictures has come a long way in the world of advertising and filmmaking.

    On 20 January 2024, Chrome Pictures celebrated a remarkable milestone, marking its 20-year anniversary as a prominent force in the realm of visual storytelling. The film production company, founded in 2004 by the dynamic trio of Amit Sharma, Aleya Sen, and Hemant Bhandari has emerged as one of the premier production houses of the country, consistently upholding a legacy of excellence, innovation, and creativity on a global scale.

    Renowned for its diverse portfolio, the company has directed and produced compelling and heartwarming TVCs for an array of leading brands in collavoration with top ad agencies of India. The accolades garnered and awards won at renowned platforms include the Cannes Film Festival, Spikes Asia, Adfest, NYA, D&AD, DPA, amongst others. In the recent times, Chrome Pictures won 33 film awards for their debut feature film ‘Badhaai Ho’ including the prestigious National Award for the “Best Popular Film Providing Wholesome Entertainment”.

    To know more about the production company and its two decade journey, Indian Television caught up with Chrome Pictures founders Amit Sharma, Aleya Sen and Hemant Bhandari.

    Edited Excerpts:

    On the founders of Chrome Pictures coming together to establish the company in 2004

    Amit Sharma, Aleya Sen and Hemant Bhandari started Chrome Pictures at the young age of 24. Amit and Hemant are childhood friends, while Aleya and Amit met on sets of Pradeep Sarkar. It was their dream to start a production house together.

    On some memorable moments along with the challenges that Chrome Pictures faced during its 20-year journey in the industry

    20 years is a long time and we’ve faced multiple challenges along the way. But we’ve always seen every challenge as an opportunity to get better at our game.

    One of our biggest challenges was our first breakthrough. The first year we only got 10-15 sec ads. We made Hanes commercials with our own money. It won many national and International awards. That’s when we got our first recognition in the advertising industry. Making our own place in Bollywood, with landmark films like Badhaai Ho and recently Trial Period is equally challenging. Covid was another time of challenge for all production houses. We were one of the first to start online shoots, with a zeal to reinvent ourselves. We are a company of 70 and everyone was retained. We landed, bagging 46 awards, including Cannes Lions Awards for Dove #StopTheBeautyTest and the Facebook Pooja Didi Ad, shot during COVID.

    On Chrome Pictures distinguishing itself in terms of its creative and innovative approach within both the cinema and advertising industries

    We love exploring and experimenting with new talent, technology, genre, formats etc. It’s safe to say that the creative aspect of films – be it ad or feature, triumphs everything else for us. We believe that storytelling is not limited to any format and, hence, from Chrome’s very inception, we’ve looked forward to every project with equal amount of excitement. Long format was a natural progression. We like to stay updated with the ever growing and changing market.

    On the genres or thematic areas that Chrome Pictures is looking to delve into as it further establishes itself in the Bollywood film industry

    We are unified by our diversity. We’ve never restricted ourselves to specific genres while making feature films. We treat content as our hero. Selection of a particular script is an individual director’s choice. Like, I might go from exploring romance in one project to drama in the next. Similarly, Amit might go from doing a sports biography, Maidaan, to a thriller. However our forte is emotional and realistic storytelling.

    On whether AI is having any discernible impact on Chrome Pictures’ production process and if so, is the company integrating artificial intelligence into its creative workflows

    Evolution is constant. Just about 12 years back, Fuji and Kodak Stock suddenly switched to digital cameras. From Beta tapes, we switched to drives and then cloud. So AI is inevitable. At Chrome, we strive to stay flexible and relevant to changing times. It’s important to upgrade oneself in an industry that welcomes new technology readily. Having said that, AI will certainly have an adverse impact in terms of replacing manual work to digitised ones.

    On the company’s future plans & aspirations

    In the last 20 years, we have explored our strengths in more than one way. Currently with eight young and talented in-house directors, six producers and an experienced production and post team, we intend on producing more feature films, OTT films and web series.

    Our advertising team is well-established and we encourage new talents. We have a digital wing, Minikin DG Works. We have a well-equipped post-production studio setup called “Planet Chrome”. Last year we launched our content lab called “Crimsen Tales”.

    The three of us principally believe there is no limit of growth, it’s a matter of choice.

  • Asian Paints rolls out “Kaam Hamara. Credit Aapka.” campaign

    Asian Paints rolls out “Kaam Hamara. Credit Aapka.” campaign

    Mumbai: The journey of Asian Paints in the domain of facilitating professional painting services has been one of remarkable growth, adaptability and innovation. The brand not only pioneered painting services in India but continues to be the indisputable leader with a service partner footprint extending across 600 plus towns, delighting over 2.5 lakh consumers. This makes the painting service brand from the house of Asian Paints, the largest of its kind in India.

    The brand has continuously evolved to meet the dynamic demands of its customers. This evolution has given rise to Beautiful Homes Painting Service, a holistic experience that delivers beautiful homes, not only through its superior products but also credible dealer-led painting service.

    Beautiful Homes Painting Service offers best-in-class expert professional service, ensuring homes remain beautiful, always. The commitment to hassle-free, on-time completion is a market differentiator, offering customers a guaranteed timeline with a unique 20 per cent moneyback assurance* if unmet. With the new Beautiful Homes Painting Service identity, Asian Paints is proud to unveil its new campaign, “Kaam Hamara. Credit Aapka.”.

    Conceptualized by Ogilvy India, the new campaign encapsulates the essence of Beautiful Homes Painting Service. It cleverly taps into the consumer sentiment around hassles related to painting. Beautiful Homes Painting Service emerges as the preferred partner in the homeowner’s journey ensuring a seamless and on time painting experience that transforms houses into beautiful homes. Directed by Hemant Bhandari, the campaign’s video features a playful interaction between a satisfied customer and a skilled supervisor. In this playful interaction, the customer humorously claims credit for the exceptional and on-time work done by Beautiful Homes Painting Service, thus reinforcing the outstanding job done by the brand.

    Speaking on the occasion, Asian Paints Ltd MD & CEO Amit Syngle said,” Asian Paints is committed to provide the best and cutting-edge technological services so as to take the customer experience to next level. We embarked on this journey partnering our network so that they could provide the painting service across the length and breadth of our country. With the dealer as the service provider the services have now become globally the largest painting service empowering lacs of homeowners to enjoy a professional, hassle-free experience. Our legacy, experience and leadership spanning decades has translated into credibility and trust among consumers in the brand. Now, we move forward to our next phase of disruptive growth with an all-new identity – Beautiful Homes Painting Service. With the innovative painting solutions and on-time, problem free painting commitment, the brand stands strong as an enabler and a reliable partner in helping customers create beautiful homes seamlessly. The new “Kaam Hamara. Credit Aapka.” campaign carries forward this brand philosophy. The campaign is a testament to the brand’s dedication to excellence, innovation, and customer satisfaction.”

    Ogilvy India chief strategy officer Prem Narayan commented “Asian Paints deeply understands and acknowledges the common challenges faced by homeowners during painting. While everyone loves beautifully painted homes and getting compliments thereafter, the journey to reach there is always full of hard work. Beautiful Homes Painting Service plays the role of a silent trustworthy partner, ensuring desired results without any hassles. Our new campaign humorously showcases how homeowners can effortlessly continue enjoying their lives while the adept Beautiful Homes Painting Service supervisors expertly facilitate their home painting requirements.”

    *T&C apply

     

  • SPN India cranks up IPL 10 campaign with fan frenzy films

    MUMBAI: How do you celebrate a tenth birthday? Well, Sony Pictures Networks India (SPN) India, which has been airing the edge-of-the-seat action filled Indian Premier League for the past 10 years, has chosen to do with a campaign “10 saal aap ke naam”.

    “SPN and Vivo IPL have had a great journey, so far. Over the last nine years, we have seen the tournament grow in terms of stature, viewership and the buzz that it creates, and, hence it was only logical to make the tenth year a grand celebration. The marketing campaign borrows from real life insights on how viewers of Vivo IPL engage and involve themselves with the game. We believe that the fans are instrumental in making this tournament the mega blockbuster that it is, and that is why this year’s campaign is an ode to the Vivo IPL Fa. This campaign is the way of saying thank you to millions of people who made IPL what it is,” says Sony Max cluster senior EVP and business head Neeraj Vyas.

    This year’s matches are to be telecast on Sony Max, Sony Six, and Sony ESPN.

    Thus, a series of six films have been filmed and created encapsulating the fervor and madness of fans across gender, generations and geographies. The films celebrate various types of fans, be it the ‘Antaryami Fan’ who, year after year, makes predictions with confidence and even though all his predictions do not come true, he does not deter from making them again and again; the ‘Vehemi fan’ who fears that if he watches the match his team will lose so every time his team plays he is seen standing outside the door, be it a restaurant, a store or even his own house and the ‘Under Pressure fan’ who will postpone even nature’s call and be uncomfortable but will not budge from the television screen till the last ball is delivered.

    The campaign will run in 4-5 languages — English, Hindi, Bengali, Tamil and Telugu. “The Tamil feed grew enormously last year. Twenty per cent of numbers came from Tamil Nadu and Pondicherry which is very encouraging,” informs Vyas.

    SPN India has brought in top drawer talent for its final innings with the IPL (Its rights deal with the BCCI is ending this year and a fierce bidding exercise between Star, SPN, Dsports, and Amazon is expected to take the price up to stratospheric levels.)

    DDB Mudra was behind the creative of the campaign, while the films were helmed by noted ad film director Hemant Bhandari of Chrome Pictures Media. The anthem was composed under the baton of music composer duo, Salim- Sulaiman, and singer, Benny Dayal belted out the vocals.

    With phrases like “Mahaul sajatey, Haal batatey, Halla machatey”, the Vivo IPL anthem salutes the passion of the zealot who passionately follows the game and cheers every four and six and fall of wicket

    The campaign will roll out on other media outlets too. News and regional channels are expected to be tapped into more. But most importantly is the swathe of channels that the network boast of today, reveals Vyas. “Last year when we started the campaign for season 9, the network had 17 channels and now we have 30 channels under Sony umbrella. We have popular channels. But, we will buy some (slots on the) regional (channels) for sure.”

    The good news for the SPN India is that it has managed to lock in 13 sponsor for IPL season 10. Among these figure: Vivo, Amazon and Vodafone as the co-presenters, CEAT Tyre, wire maker Polycab, Make My Trip, Vimal Paan Masala, Yamaha, Frooti, Voltas, Havells, Parle- products and Yes Bank. And, it looks to be on target to rake in Rs 1,300 crore through sponsorships.

    Vyas says that there was fear that prime minister Narendra Modi demonetisation drive might impact advertisers enthusiasm to put in top dollar. “But, the IPL has such a high recall value that you can’t go wrong is what advertisers have told us and that is why the 13 sponsors,” he expresses.

    A media veteran says that the creative peg that SPN India has taken is clearly going to connect with cricket fans in India and worldwide.

    “Already the player auction saw some high-ticket prices being coughed up by the teams for certain players,” says she. “And, if Sony is going to stoke up the fan frenzy by airing the fan films showing stereotypes with high frequency and reach, one can expect the temperature and viewership for the IPL to only go up this year. Now if only the teams on the field work well to have close finishes, and Sony will be laughing all the way to the bank.”