ITV

Tag: Iraj Fraz

  • Snickers Peanut Brownie debuts in India as the ultimate hunger fix

    Snickers Peanut Brownie debuts in India as the ultimate hunger fix

    MUMBAI: Mars Wrigley India has introduced the all-new Snickers Peanut Brownie, an indulgent twist on its classic hunger-satisfying bar. Combining the rich, fudgy taste of a brownie with the signature Snickers blend of gooey caramel, crunchy peanuts, and smooth chocolate, this latest offering promises to elevate the hunger-fix experience for chocolate lovers across India.

    To mark the launch, Mars Wrigley India has unveiled a humorous new TVC, conceptualised by DDB Mudra, capturing the chaos that unfolds when hunger strikes. Known for its iconic advertising, Snickers India has previously featured celebrities like Rekha, Sonam Kapoor, MS Dhoni, and Rohit Shetty. This time, the brand takes a fresh approach, playfully illustrating how the Snickers Peanut Brownie steps in as the ultimate rescue snack.

    Set in a lively office environment, the TVC highlights the absurd lengths people go to when desperate for food, reinforcing the tagline Bhook mein kuch bhi mat kha. Kuch tasty kha. (Don’t eat just anything when you’re hungry. Eat something tasty.). The campaign takes the brand’s signature ‘You’re not you when you’re hungry’ messaging a step further by humorously depicting a hungry person transforming into an inanimate object a vacuum cleaner.

    Mars Wrigley India strategic demand manager Himanshu Gupta shared his excitement about the launch, stating, “Snickers has always been the og hunger satisfier, and with the Peanut Brownie, we’re elevating that experience to a whole new level. This launch is not just about delighting our loyal consumers but also inviting more chocolate lovers to join the Snickers family. By bringing a taste from our global pantry to India, we’re staying true to our promise of delivering the tastiest hunger fix. After all, ‘You’re not you when you’re hungry,’ and the Snickers Peanut Brownie ensures you stay yourself in the most delicious way possible.”

    DDB Tribal creative head Iraj Fraz commented on the unique storytelling approach, saying, “All through this project, making a vacuum cleaner play the main role has been both a challenge and a joy for us all.”

    With this exciting launch, Snickers continues to cement its position as the ultimate solution for hunger cravings, ensuring that no one has to resort to desperate snacking again.

  • Dhara launches “Khaane Pe Kehna” campaign

    Dhara launches “Khaane Pe Kehna” campaign

    Mumbai: Dhara, India’s leading edible oil brand from Mother Dairy, has launched its new “Khaane Pe Kehna” campaign in Jammu & Kashmir. Rooted in the belief that good food and honest conversations can bring people together, the campaign aims to deepen Dhara’s existing relationship with consumers, transcending mere product promotion.

    Most Indian households shy away from uncomfortable conversations, creating a culture of awkward silences. The campaign navigates this challenge of addressing these silences without offending the sensibilities of the audience. The narrative unfolds through the story of a soon-to-be-married daughter and her father reminiscing about their lost mother. Initially hesitant, the father eventually opens up to his daughter about her mother, leading to a heartfelt and honest conversation between the two.

    Through this campaign, Dhara aims to encourage open conversations about personal losses to keep the memories alive and make them an integral part of celebrations. “Khaane Pe Kehna” stands as a testament to the brand’s commitment to fostering meaningful connections over food. Dhara believes that mealtime acts as a catalyst, making these uneasy conversations easier to digest, ultimately bringing loved ones closer.

    Talking about the campaign, Mother Dairy Fruit & Vegetable Pvt Ltd managing director Manish Bandlish said, “Over the years, Dhara’s Refined Vegetable Oil (Dhara Assure) has been bestowed with immense love and affection from our consumers across the Jammu & Kashmir region, making it our top-most market for the variant. To further strengthen our bond with the consumers here, we have introduced an exclusive version of our campaign which comprises of a heartwarming narrative, with localised elements. We hope that our consumers will shower the same amount of love and affection on our new campaign.”

    Speaking about the campaign, DDB Tribal creative head Iraj Fraz said, “Kashmir is a unique market for Dhara, where the wedding wazwaan ingredient lists feature the word ‘Dhara’, instead of ‘cooking oil’. The connection Kashmiris have with the brand is timeless and pure. So, in this fourth edition of the campaign #KhaanePeKehna, we wanted to tell a warm story of the Kashmiri father-daughter connection. This is a film worth watching on a big screen, or at least with earphones.”

  • McDonald’s India – North and East’s new TVC features Kartik Aaryan’s iconic monologue

    McDonald’s India – North and East’s new TVC features Kartik Aaryan’s iconic monologue

    Mumbai: McDonald’s India- North and East, one of India’s most loved restaurant brands, has launched a quirky television commercial featuring its brand ambassador, Kartik Aaryan revealing his favourite McDonald’s meal. The TVC takes the fans on a laughter-filled roller coaster with his signature monologue style in a unique McDonald’s way.

    The Kartik Aaryan Meal includes his favourite, go-to menu items from McDonald’s – the classic McAloo Tikki Burger, delicious cheesy fries, ever-so favourite Pizza McPuff with a regular beverage, served as a four-piece meal. To add to the fans’ delight, the 4-pieces meal will be served in a special Kartik Aaryan-themed, QR-code-enabled packaging offering fans an opportunity to take a virtual selfie with their favorite celebrity.

    Talking about the launch of the TVC, McDonald’s India – North and East MD Rajeev Ranjan said, “This campaign is all about knowing a little better the ones we like & love and celebrating the feel-good delicious moments and shared laughter at McDonald’s. We’re proud to unveil and bring Kartik’s favourite go-to McDonald’s meal to our customers and fans and provide a limited-time-opportunity to our customers to eat as their favourite celebrity and youth Icon. We are hopeful of this campaign reigniting our customer’s and fans’ love for our food and creating another cultural moment for our brand’s association with youth and the younger generation.”

    Conceptualised by DDB Mudra, the TVC opens in a McDonald’s restaurant, where Kartik Aaryan and his friend stand at the counter, greeted by a warm smile at the front counter. Before Kartik can respond, his friend asks about his order. Kartik looks at him a little annoyed and begins to vent about how his friends always ask the most obvious things in every imaginable scenario. Just when he mentions that his best friend doesn’t even know his favourite meal, the server smoothly slides a tray in front of Kartik, revealing the “Kartik Aaryan Meal.” The TVC ends with Kartik suggesting McDonald’s to create a meal named after him so that his friend never forgets it.

    “No matter who you are, everyone has a go-to McDonald’s order. This truth forms the basis of McDonald’s global platform called ‘Famous Orders’. The new Kartik Aaryan Meal aims to transform a visit to McDonald’s into an opportunity for people to connect with their hero, creating a one-of-a-kind cultural experience for youth tastemakers,” said DDB Tribal creative head Iraj Fraz.

  • Big Bazaar celebrates essence of togetherness

    Big Bazaar celebrates essence of togetherness

    MUMBAI: The festive season of Diwali is a huge consumption occasion for any retailer, and with 220+ stores across India, it is of utmost importance to Big Bazaar. Historically, Big Bazaar has seen an increase in sales during the festive period across categories – fashion, food, home, electronics, to name a few, and the brand recognises that the opportunity to grow further is immense.

    Big Bazaar’s ongoing campaign, ‘Har Tyohaar Mein Big Bazaar’ aims at reinforcing the brand’s understanding of India, her festivals and the nuances with which different groups across the country celebrate different festivals, such that it makes Big Bazaar a preferred destination for all festive needs/shopping.

    As an extension of the campaign, the brand’s latest film celebrated the very essence of family and togetherness that forms the fabric of any Indian festival and brings to life the meaning of the true spirit of Diwali.

    The warm, cinematic narration takes us through the journey of Jatin, a passenger in a delayed train who decides to not let the situation get the better of him. Instead, he strikes up a conversation with his fellow traveler to break the somber mood and offers him sweets from Big Bazaar. His little gesture sparks a chain reaction, with other passengers joining in and celebrating Diwali in the train itself, like one big family.

    Penned by Rahul Mathew and his team, the lyrics of the background score resonate with the festive spirit of Diwali and the music, composed by Indian music producer, Sameeruddin, encompasses every mood in the film.

    Apart from the film, the campaign consisted of a print, digital, radio and outdoor leg too.

    Big Bazaar chief marketing officer Jishnu Sen says, “We at Big Bazaar believe that festivals; all of them are an intrinsic part of Indian life. So we celebrate all of them under one common thought of Har Tyohaar mein Big Bazaar. Diwali is yet another festival that’s important. We built a campaign on two truths. The first that a simple act of sharing a sweet and saying ‘Happy Diwali’ can bring untold joy. The second truth is that unfortunately, some people are not with family on Diwali. When you marry these two thoughts you get a magical tale of how a train full of lonely strangers transforms into a celebration of festive cheer.”

    DDB Mudra group executive creative director Iraj Fraz adds, “The film celebrates the essence of togetherness during India’s biggest festival. It’s only the spirit of Diwali that can turn a train full of sullen strangers into one big family revealing in the festivities.”

  • Scarecrow Communications appoints IrajFraz as head of creative

    Scarecrow Communications appoints IrajFraz as head of creative

    MUMBAI: Scarecrow Communications has appointed IrajFraz as head of creative operations of its Delhi office. Fraz has vast experience in the advertising industry and has worked with agencies like Leo Burnett, JWT and Contract amongst others.

     

    Scarecrow Communications founder director RaghuBhat said, “I have followed his career closely since I first worked with him in McCann. And he offers the perfect mix of world-class creativity, an instinctive understanding of the marketing problem, people skills and the hunger to do more.”

     

    Scarecrow Communications founder director Manish Bhatt added,“We have five brands in Delhi. It’s a decent base. Under Fraz and AnujMehtani, who heads account management in Delhi, we now have the people who can power Scarecrow Delhi to the next level.”

     

    Frazsaid, “I came back because I love advertising. Here, in the by-lanes of ChandniChowk and the boardrooms of banks, people discuss ads. We care about advertising, and that makes our country the ‘it’ place to create interesting work. Why Scarecrow? Because here, the focus hasn’t just been on let’s do work that keeps the business but on let’s create work that starts conversations. And I’d like to keep the momentum going.”

     

    Fraz started his career at Leo Burnett in 2002. From there, he moved on to McCann, Mumbai and in 2006, shifted to Contract Delhi to work on brands like Dominos, NIIT &Dabur. Post this stint, he spent about five years as creative director at JWT Delhi.

     

    His next stop was Y&R, Dubai, where he worked on Coke, Emaar properties and Mashreq Bank, handling projects not just for the UAE, but often for the whole of MENA region, and sometimes, even for Europe and South East Asia.