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Tag: Instagram

  • Sip, sip hooray HSBC wants you to retire to more, not settle for less

    Sip, sip hooray HSBC wants you to retire to more, not settle for less

    MUMBAI: Who says the best chapters of life end at 60? HSBC Mutual Fund is flipping that notion on its head with its new investor education initiative, #Retiretomore, reminding Indians that retirement isn’t a full stop, it’s a fresh start. Drawing from the HSBC Quality of Life retirement report, the campaign puts the spotlight on an alarming disconnect: 58 per cent of affluent Indians plan to work post-retirement not out of passion, but necessity. Despite nearly 8 in 10 knowing what they need for retirement, 4 in 10 still feel unprepared. The estimated retirement savings required in India? A cool USD 0.39 million.

    To address the gap between intent and action, HSBC Mutual Fund has launched a 360° campaign featuring three short films that portray retirement through lenses of Life, Passion, and Freedom. Targeted at professionals aged 30 to 45, the emotionally charged narratives underscore the idea that planning early with SIPs can unlock a more fulfilling future.

    “Retirement isn’t the end, it’s the beginning of your next act,” said HSBC Mutual Fund CEO Kailash Kulkarni. “But to enjoy it, smart financial planning through SIPs is key. With #RetireToMore, we aim to transform how India thinks about retirement less fear, more freedom.”

    Beyond the screen, the campaign rolls out across Youtube, Instagram, Facebook, Linkedin, regional languages, OTT platforms, metro wraps, and bus branding. A dedicated landing page allows users to calculate their retirement needs making the campaign both aspirational and actionable.

    #RetireToMore follows HSBC Mutual Fund’s earlier investor education drives like SIP Hai #FaydeWaliAadat and Apne #SIPKoDoPromotion. This latest chapter, though, may be its most important yet because as this campaign cheekily reminds us, retirement isn’t a choice, but planning for it is.

  • Kabaddi scores a social touchdown with multilingual digital slam

    Kabaddi scores a social touchdown with multilingual digital slam

     MUMBAI: They tackled language barriers like a raider takes on defenders and came out with the trophy. The Pro Kabaddi League (PKL) has added a digital feather to its cap, bagging the ‘Social Media Campaign’ award in the Multilingual Campaign category at the ET Brand Equity Trendies 2025. The win celebrates PKL Season 11’s innovative and inclusive digital engagement strategy, executed by Mashal Sports in collaboration with Sportz Interactive, which saw fans across linguistic and cultural divides connect like never before.

    Held from October 18 to December 29, 2024, Season 11 wasn’t just action-packed on the mat, it was a slam dunk online too. The campaign’s multilingual format reached deep into regional fanbases, ensuring that the raiding and defending didn’t just speak one language, but many.

    The digital blitz hit the sweet spot, delivering high engagement across platforms like Instagram, Youtube, Facebook, X, and the Pro Kabaddi app, with vernacular content crafted for fans from every corner of the country. The league’s social-first, fan-first approach resonated with a wide base, helping PKL boost brand affinity and reinforce its position as one of India’s most loved sporting leagues.

    And the kabaddi action doesn’t stop there. The buzz now shifts to the Season 12 Player Auction, which will be held on May 31 and June 1, 2025, in Mumbai. Fans can catch Category A auction proceedings live on the Star Sports Network and Jiocinema starting 7 pm on May 31.

    For those who want real-time updates (in the language of their choice, no less), PKL’s Live Auction Centre on prokabaddi.com and the Pro Kabaddi official app will be the go-to. With the social handles prokabaddi across platforms staying in beast mode, fans can expect another season of full-contact, full-volume entertainment on and off the mat.

    If Season 11 was about digital dominance, Season 12 promises to be a perfectly executed raid into uncharted fan territories.

  • Boult turns up the volume on CX with Kapture integration

    Boult turns up the volume on CX with Kapture integration

    MUMBAI: In a world where every second counts, Boult Audio is making sure not a single beat is missed even in customer support. Boult Audio, one of India’s fastest-growing consumer electronics brands, has partnered with Kapture CX, a SaaS-based customer experience platform, to supercharge its customer support ecosystem. The move comes as Boult scales its operations with a sale every three seconds and over 3 crore units sold since its 2017 debut.

    With over 150 service centres across the country, the brand needed a powerful, centralised solution to handle the growing tempo of customer queries. Enter Kapture, a platform that brings together social, app, web and call support into a single dashboard, fine-tuned for today’s hyper-connected consumer.

    “As we grow at a rapid pace, ensuring seamless and efficient customer support is non-negotiable,” said Boult Audio co-founder Tarun Gupta. “Kapture CX has made a real impact across our support operations, improving productivity and creating smoother experiences for customers at every touchpoint.”

    The integration enables Boult to juggle multiple customer interactions across Instagram, Facebook, Whatsapp, Youtube, Play Store, App Store, and more all without missing a note. Thanks to automated ticketing, API-powered order tracking, and cloud telephony, customer issues now land in the right hands, with faster resolutions and fewer back-and-forths.

    “This collaboration is a milestone,” said Kapture CRO Gaurav Juneja. “Boult is a brilliant example of a brand pushing the envelope in both innovation and service. With our real-time insights, multichannel automation and agent-friendly tools, we’re excited to help them keep their CX pitch perfect.”

    From agent productivity dashboards to built-in knowledge bases and vernacular content support, Kapture equips Boult with the data and tools needed to fine-tune support in every region. Even past service records from legacy systems are carried forward ensuring that every customer story, from warranty woes to tracking troubles, stays intact.

    With this high-decibel integration, Boult Audio isn’t just selling gadgets, it’s orchestrating a symphony of support.

  • Blum’s the word as furniture fails get a funny fix on screen

    Blum’s the word as furniture fails get a funny fix on screen

    MUMBAI: When furniture starts groaning louder than your Monday blues, it’s time to check what’s ticking or rather, sticking behind those sleek surfaces. Blum India’s latest ad campaign takes a delightfully droll route to spotlight the unsung heroes of furniture design: the fittings. Yes, those tiny hinges and drawer runners you never think about until they squeak, jam or downright revolt.

    With a trio of chuckle-worthy films, the Austrian fittings giant turns everyday domestic drama into relatable comedy. There’s the drawer that refuses to glide, the door that slams like a moody teenager, and the overhead cabinet that needs two hands, a prayer, and a balancing act to open. Each ad ends with a simple fix: Blum’s quietly brilliant engineering.

    From the feather-light glide of the Legrabox drawer system to the whisper-soft closure of Clip top Blumotion hinges, and the gravity-defying ease of the Aventos lift-up mechanism Blum’s fittings promise to make your furniture behave, beautifully and silently, for years.

    Explaining the need for the ad campaign, Blum India managing director Nadeem Patni said, “While our business primarily targets B2B customers, end consumers are at the heart of everything we do at Blum. We wanted a new campaign that could appeal to a broader audience, particularly everyday furniture users. While communicating about the convenience of using our fittings remained the central message, we were determined to put it across with a touch of humor.”

    National award-winning filmmaker Bauddhayan Mukherji, aka Buddy, expressed his excitement about the campaign, saying, “When Nadeem and Neelam from Blum India suggested the humor route, I was pleasantly surprised. It meant we needed a cracker of a campaign. This set of films for Blum are those rare ones where everything just falls in place. Hope the viewers love the films as much as we did while making them.”

    The humour-packed spots come courtesy of National Award-winning filmmaker Bauddhayan Mukherji, aka Buddy, who called the collaboration one of those rare campaigns where “everything just falls into place” unlike most poorly-fitted cabinet doors.

    Catch the campaign on Blum India’s Youtube and Instagram, and the next time your drawer throws a tantrum, you’ll know exactly what not to blame: the carpenter.

  • SportsBaazi recruits Uthappa, pitches sports trading as data-driven skill

    SportsBaazi recruits Uthappa, pitches sports trading as data-driven skill

    MUMBAI: Online fantasy sports platform SportsBaazi has launched a campaign fronted by Robin Uthappa, promoting sports trading as a skill-based activity. The initiative, timed with IPL 2025, aims to shift fan engagement from passive viewing to active participation via live match moments trading. Uthappa, highlighting the role of data and discipline, features in the campaign films demonstrating strategic decision-making in real-time trading scenarios.

    The campaign emphasises trading as a blend of intellect and analysis, not chance. SportsBaazi, chief marketing officer Puneet Dua asserts the platform seeks to legitimise sports trading as a mainstream skill format.

    Says he: “This campaign is not just about awareness—it’s about sparking a movement. We’re building a space for serious sports fans—those who bring intellect, preparation, and strategy to their gameplay. Robin Uthappa’s evolution from cricketer to life coach to sports trader perfectly aligns with the mindset we want to cultivate — composed, thoughtful, and data driven. With IPL 2025 energising the nation, we’re excited to amplify this narrative across India’s sports-loving heartland.”

    Adds Robin Uthappa:  “What attracted me to this campaign was the philosophy behind it. I’ve always believed that great performance on the field or in life comes down to clarity, preparation, and discipline. Sports trading is a game of insight, pattern recognition, and strategic timing. I see it as a natural evolution for the serious sports fan. If my journey can inspire even a few to explore it with the right mindset, I’ll consider it a win.”

    But Uthappa’s role goes far deeper than screen presence. In creative workshops with the SportsBaazi team, he also reimagined the platform’s core slogan. “While we began with ‘Dil. Dimag. Data,’ Robin added a fourth ‘D’: Discipline. That struck a chord. So much so, it became the name of our flagship podcast — Dimag. Data. Discipline — hosted in collaboration with him,” adds Dua.

    Uthappa’s involvement underscores the campaign’s focus on strategic play.

    https://www.youtube.com/watch?v=i4_ORCgcvNA
     

    Digital platforms, including JioHotstar, YouTube, and Instagram, will distribute the campaign content, targeting India’s expanding digital user base in Tier-II and Tier-III cities. SportsBaazi aims to convert cricket viewership into active trading, advocating for a data-centric approach to sports engagement.

  • Fast friends Bigbasket and RCB team up for a 10-minute delivery innings

    Fast friends Bigbasket and RCB team up for a 10-minute delivery innings

    MUMBAI: 10 minutes, andre? Bigbasket. That’s the punchy hook powering a fresh partnership between India’s favourite grocer and Bengaluru’s beloved IPL franchise. In a pitch-perfect move, Bigbasket, a Tata enterprise, has teamed up with Royal Challengers Bengaluru (RCB) as the official quick commerce partner for the 2025 Indian Premier League season.

    This isn’t just about bats and bags of groceries, it’s a collaboration that blends Bengaluru’s cultural vibe with the shared values of speed, trust, and local pride. Bigbasket’s lightning-fast 10-minute delivery promise and RCB’s electrifying fanbase are coming together in a campaign that feels as local as filter coffee on a rainy Bengaluru morning.

    To mark the association, bigbasket launched a hyperlocal digital campaign starring none other than Virat Kohli, joined by his RCB squad, engaging in a spirited Kannada wordplay around “andre” (meaning “means”). Whether it’s “Chilling, andre?” (Cubbon Park) or “10 minutes, andre?” (Bigbasket), the ad culminates with comedian Danish Sait, in his Mr. Nags avatar, dressed as a bigbasket delivery partner, stealing the show with a cheeky wink to city life. The campaign has already racked up 9.5 million organic views on Instagram, with cricket legends AB de Villiers, Chris Gayle, and Dinesh Karthik also joining the digital huddle.

    Speaking about this, Bigbasket co-founder & CEO Hari Menon said, “RCB isn’t just a team, it’s a symbol of Bengaluru’s energy, diversity, and resilience. At bigbasket, we see ourselves as a reflection of the same spirit, with our focus on speed, trust, and customer delight. This partnership is a natural extension of our commitment to serving Bengaluru, both on and off the pitch.”

    This IPL season, fans can expect a strong digital presence from bigbasket across RCB’s platforms, complete with behind-the-scenes content, interactive experiences, and on-ground activations like a “Selfie Kiosk” at stadiums, allowing fans to virtually click pics with their cricketing idols.

    Backed by a 10-minute delivery service across 25 plus cities, with over 5,000 plus daily essentials on offer, bigbasket’s quick commerce model is batting for convenience and local love. The RCB association amplifies that brand promise bringing fans a seamless blend of cricket, culture, and consumer delight, all in the time it takes to order a quick snack during an over break.

  • Laminar campaign dances past 60 million views with The Waltz in full swing

    Laminar campaign dances past 60 million views with The Waltz in full swing

    MUMBAI: Laminar Tiles’ latest brand campaign, The Waltz, has waltzed its way past 60 million views and clocked over 75 million impressions across platforms proving that even the flooring under your feet can be fabulously cinematic.

    Crafted by Mumbai-based integrated agency Beanstalkasia, the campaign spins a compelling tale of love, luxury and lifestyle all set on the glistening canvas of vitrified tiles. Starring Nepali stars Aayushman Deshraj Joshi and Niti Shah, the film features a rhythmic dance through a sleek modern home, subtly flaunting Laminar’s key features: brilliant shine, durability, anti-skid safety, scratch resistance and easy cleaning.

    Lumbini Ceramics Managing Director Ashutosh Khetan said, “With The Waltz, our aim was to go beyond the product. We were interested in showing how Laminar tiles fit into everyday life and create joy through the solutions offered. By blending creativity, storytelling, and a multi-platform strategy, we have successfully positioned Laminar Tiles as a lifestyle brand. This campaign has allowed us to successfully communicate our values to our consumers and position ourselves as a competitive force in the market.”

    Beanstalkasia founder Upendra Singh Thakur said, “At BeanstalkAsia, we believe that impactful brand storytelling begins in the digital space, where engagement is immediate and conversations are organic. With The Waltz, we adopted a digital-first approach, leveraging social media and influencer collaborations to create a strong emotional connection with our audience. By building early momentum online, we ensured that the campaign resonated with viewers before expanding into theatres and traditional media. This campaign is a testament to Beanstalkasia’s commitment to pushing the boundaries of brand communication, and we are proud to raise the bar in Nepal’s evolving media landscape.”

    But The Waltz is not just a visual treat it’s also a digital masterclass. Beanstalkasia’s digital-first strategy tapped into early buzz via Instagram collaborations, user-generated content and partnerships with over 10 Nepali mega influencers. The result? Organic traction, enthusiastic shares, and a campaign that was trending even before it hit theatres, LED screens and outdoor locations.

  • Oven Story and Abhishek Sharma serve up a cheesy IPL experience

    Oven Story and Abhishek Sharma serve up a cheesy IPL experience

    MUMBAI: Cricket and pizza two of India’s biggest passions come together this IPL season as Oven Story partners with Indian Cricketer Abhishek Sharma for an action-packed campaign. With the launch of 2X Cheesy Pizzas, fans can now enjoy an even more indulgent match-day experience.

    Adding a playful twist, Oven Story’s cricket-themed packaging transforms into a mini cricket field, allowing fans to take on the Six Sixes Challenge—a thrilling contest where winners get free pizzas for an entire year!

    Abhishek, known for his explosive batting, stars in a fun Instagram video where he sets out to hit six sixes but ends up playing on the innovative pizza box instead, highlighting the unexpected joy of cricket in a unique way.

    Rebel Foods chief marketing officer Nishant Kedia said, “At Oven Story, we believe that great food should come with great experiences. With our 2X Cheesy Pizzas and interactive packaging, we’re making sure cricket fans have something extra to cheer for this IPL season. And the chance to win free pizzas for a year? That’s just the cherry on top!”

    Cricketer Abhishek added, “IPL is all about high-energy moments, big hits, and non-stop excitement just like Oven Story’s pizzas! I love how this campaign brings cricket and food together in such a fun and interactive way. Can’t wait to see fans take on the six sixes challenge!”

    How to Participate?

    To enter, fans must record themselves hitting six sixes in a row, post the video on Instagram, and tag Ovenstorypizza. Winners will enjoy free pizzas for a year a dream for every foodie and cricket fanatic!

  • Hair today, yakeen tomorrow as Traya shifts the narrative on hair loss

    Hair today, yakeen tomorrow as Traya shifts the narrative on hair loss

    MUMBAI: Losing hair is tough, but losing faith in solutions is tougher. Traya, India’s first health-tech brand dedicated to tackling hair loss from within, has launched its latest campaign, Umeed Nahi Yakeen Karo! (Don’t Just Hope, Believe!). With the unmistakable voice of legendary lyricist Javed Akhtar, the film urges people to move beyond fleeting hope and embrace science-backed trust in hair regrowth.

    The campaign follows the familiar frustration of men battling hair loss, dabbling in home remedies, falling for flashy marketing gimmicks, and watching their hopes fade with their hairlines. But Traya offers something different: not just hope, but clinical proof. Their latest breakthrough study shows that Traya’s personalised regimen is three times more effective than 5 per cent Minoxidil alone, globally considered the gold standard for hair growth.

    “Hair loss affects more than just appearance, it impacts one’s sense of identity and self-worth. With our Umeed Nahi Yakeen Karo! campaign, we want to shift the conversation from doubt to faith, encouraging people to believe in genuine solutions,” says Traya co-founder Saloni Anand. “We chose Javed Akhtar’s iconic voice for the deep emotional connection he brings. His words create a sense of authenticity that reflects our commitment to making hair regrowth journeys relatable. This campaign is about breaking free from false promises and inspiring consumers to embrace a solution backed by science. “While helping people regrow their hair, at Traya, we’re also helping them reclaim their self-belief.”

    With a staggering 93 per cent efficacy rate and over 800,000 customers nationwide, Traya is leading a new wave in hair loss treatment. Unlike conventional approaches, the brand combines Ayurveda, dermatology, and nutrition to address the root causes of hair loss rather than just masking the symptoms. The campaign film has been rolled out across digital platforms, including Youtube, Facebook, and Instagram, and is further amplified through Whatsapp marketing and email campaigns.

  • First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    MUMBAI: Mrunal Thakur is all set to make first impressions even more striking this time, as the face of Dyna. The premium beauty soap brand has roped in the movie actress as its brand ambassador for the latest campaign, “Pehli Jhalak Kare Khoobsurat Asar” (First Glance Leaves a Beautiful Impact). And much like Mrunal’s journey from television to the big screen, Dyna, too, is stepping into a new era of premium skincare.

    The partnership is a strategic move for Dyna, a brand known for its 76 per cent TFM Grade 1 soap with 0 per cent fillers marking it as a superior choice in the beauty segment. With a growing demand for indulgent skincare that doesn’t compromise on quality, the brand aims to reinforce its position as the go-to beauty soap for those who prioritise both nourishment and elegance.

    “Mrunal Thakur represents everything Dyna stands for grace, poise, and timeless beauty. Her journey from television to Bollywood mirrors our brand’s evolution, making her the perfect ambassador. We are excited about this collaboration and believe it will elevate Dyna’s appeal among beauty-conscious consumers,” said Anchor Consumer Products director Karan Shah.

    “I am thrilled to partner with Dyna, a brand that truly understands the essence of beauty and confidence. The new campaign beautifully captures the magic of first impressions, and I love how Dyna empowers women to feel their best every day. It’s an exciting journey, and I’m looking forward to being a part of it,” said Mrunal Thakur.

    Directed by Uzer Khan and produced by 30Sec of Fame, Dyna’s latest TVC showcases Mrunal as the epitome of effortless beauty, leaving a lasting impact wherever she goes. The visual narrative seamlessly ties into the brand’s tagline, reinforcing the idea that true confidence begins with the right skincare.

    To amplify the campaign, Dyna will roll out extensive promotions across television, digital platforms (Youtube, Instagram, Facebook, and OTT), in-store branding, and influencer collaborations. Mrunal’s presence will also extend to product packaging, reinforcing her connection with the brand at every touchpoint.

    With a blend of premium elegance and sustainability thanks to recyclable packaging Dyna’s latest campaign is more than just about beauty; it’s about embracing confidence with conscious choices. As the brand expands its footprint across modern trade, general trade, and e-commerce, this partnership with Mrunal Thakur is set to make waves, proving that the first glance really does leave a lasting glow.