MUMBAI : Preparing nutritious yet tasty meals is a daily challenge for many homemakers in West Bengal and Odisha. Aashirvaad Soya Chunks offers a simple solution high in protein, fat-free, and with a unique porous texture that absorbs masala for a rich and juicy taste.
In a vibrant new television campaign, renowned celebrity couples Subhashree Ganguly and Raj Chakrabarty and Archita Sahu and Sabyasachi Mishra bring their on-screen chemistry to the kitchen, highlighting the mouth-watering appeal of Aashirvaad Soya Chunks. Created by McCann, the adverts showcase the joy of cooking and sharing flavourful, wholesome meals.
With the catchy slogans ‘Juicy Jomjomati, Soya Fatafati!’ in Bengal and ‘Juicy Jete, Badiya Sete’ in Odisha, the campaign celebrates both taste and nutrition. Containing 53g of protein per 100g, free from preservatives and artificial stabilisers, Aashirvaad Soya Chunks are designed to be a kitchen staple for families seeking a balance of health and flavour.
Staples and Adjacencies, ITC Ltd COO Anuj Rustagi shared, “This product embodies our commitment to high-quality, nutritious food. Through this campaign, we aim to showcase the joy of home-cooked meals while highlighting the juiciness and protein-rich goodness of Aashirvaad Soya Chunks.”
Mumbai – ITC Mangaldeep has launched its latest range of incense, Mangaldeep Fusion. This new offering is an innovative mix of classic and modern fragrances that aims to elevate the experience of its consumers. Mangaldeep Fusion is designed for those who seek harmony in their spiritual practices while embracing modernity. This innovative product range brings together carefully selected natural ingredients and fragrances that have been traditionally used in Indian households, aiming to transform the incense experience into a modern aromatic journey for devotion.
Each pack of Fusion contains three variants of sticks, uniquely combining one traditional and one modern fragrance per pack. Each charcoal-free pack of incense brings a refreshing twist to daily prayers with its unique fragrance combinations, such as the calming essence of sandalwood paired with the earthy aroma of vetiver, or the soothing notes of lavender complemented by the grounding scent of sage. Additionally, it indulges users in the rich, resinous aroma of sambrani harmoniously blended with the deep, luxurious Arabian fragrance of Oudh.
Commenting on the launch, ITC Ltd. chief executive, matches & agarbatti business division, Gaurav Tayal said, “We are happy to launch Mangaldeep Fusion, a range that truly embodies our strength in innovation while reinforcing tradition. We at Mangaldeep are excited about this innovative launch and the enthusiasm we’ve seen from consumers as well as our distributors and wholesalers has been overwhelming. This new range is not just a product launch, it’s a modern interpretation of timeless devotion, blending the best of traditional ingredients with contemporary fragrances.”
Mumbai: With mental health conversations gaining traction, ITC’s ‘Feel Good with Fiama Mental Wellbeing Survey 2024’, commissioned with NielsenIQ, in its fourth year unveils the awareness, attitude, and behavioural landscape for mental wellbeing in India.
Despite growing awareness, many individuals still struggle in silence, hesitant to openly discuss their emotional well-being or seek professional help. While 83 per cent of the survey participants believe mental health issues are nothing to be ashamed of, 81 per cent feel ashamed of telling others that they are taking therapy.
The survey further reveals that 90 per cent of respondents would appreciate better work-life balance policies. Thus, employee wellbeing, implementing supportive measures, and fostering a healthier work environment is gradually gaining momentum in organisations across the country.
Key findings of the survey:
Additionally, the survey highlights that 42 per cent of respondents indicate that career decisions also negatively impact their mental wellbeing. This finding emphasizes the importance of managing work-related stress since it has the ability to permeate various aspects of an individual’s life.
Cost is a major deterrent to seeking therapy, with 77 per cent of survey participants finding it expensive. Virtual therapy is a more accessible and affordable alternative. Notably, among the surveyed individuals who are suffering or have family members suffering from mental health issues 52 per cent of Gen Z are now open to online counselling, which is a significant increase from 36% last year, highlighting the growing comfort with digital solutions for mental health support. ITC Fiama, through its ‘Feel Good with Fiama’ initiative, in partnership with The Minds Foundation provides subsidized virtual therapy with qualified professionals making therapy at Rs 300/- per session. https://www.fiama.in/feel-good
This year’s survey also reveals 80 per cent of the participating Gen Z believe their parents would support them in therapy. There is a growing acceptance among close social circles and is a step towards normalizing mental health conversations.
“The ‘Feel Good with Fiama’ initiative resonates deeply with our brand purpose,” said ITC Ltd divisional chief executive, personal care products business, Sameer Satpathy. “We understand that the journey to mental well-being can be challenging, and sometimes even knowing where to start can feel overwhelming. This year’s survey revealed the many barriers to therapy like high cost, stigma, and difficulty in finding the right therapist. This insight fuels our commitment to making therapy more accessible and affordable through Fiama’s Virtual therapy Clinic in partnership with the Minds Foundation. It is encouraging to see the progressive attitude towards understanding, acknowledging, and addressing mental wellbeing.”
While professional help is crucial for addressing mental wellbeing, the survey also highlights the importance of incorporating healthy coping mechanisms into our daily lives. 29 per cent of the surveyed individuals turn to practices like yoga, 31 per cent to meditation, and 30 per cent to physical exercises like playing sports, dancing, gym, walking, etc. to de-stress. 36 per cent find solace in the soothing power of music. ITC Fiama is working towards making mental wellbeing a priority by fostering a culture of openness and acceptance.
Mumbai: On the occasion of India’s 78th Independence Day, ITC Ltd. has paid tribute to the Nation with the creation of a unique musical composition ‘Desh Ek Raag’ performed by the Gurus and Shishyas of the ITC Sangeet Research Academy (ITC-SRA). The soul-stirring composition captures the confluence of Hindustani Classical Music forms, rooted in the cultural traditions of the country. The musical ensemble innovatively combines western and Indian instrumental accompaniments to play Hindustani Classical tunes to contemporise Indian classical music for the younger generations. The composition, rendered in a musical video, was shared by Sanjiv Puri, chairman of ITC, through a post on LinkedIn today. Puri is also the chairman of the Board of Trustees of ITC-SRA.
Performed by ITC-SRA Gurus and scholars, in collaboration with other artists, the special composition is an ode to the Nation, in which Parampara and Pragati (Tradition & Progress); Viraasat and Vikas (Heritage & Development) go hand-in-hand. In line with ITC’s credo of ‘Nation First: Sab Saath Badhein’, which underscores the Company’s core belief in creating inclusive and enduring value for the nation, the Desh Ek Raag initiative is testimony to ITC’s commitment to contribute meaningfully to preserve, nurture and promote India’s rich heritage of Hindustani Classical Music.
Crafted by some of ITC-SRA’s Gurus, the special composition is based on Raag Desh, which is an integral part of Vande Mataram – the National Song of India.
Speaking about the initiative, ITC Ltd chairman Sanjiv Puri said, “I am delighted that, as a tribute to our country on the occasion of the 78th Independence Day, ITC Sangeet Research Academy (ITC-SRA) has created a special composition, presented in the form of a music video ‘Desh Ek Raag – an Ode to the Nation’. This musical masterpiece by the talented scholars of ITC-SRA draws inspiration from Raag Desh, stirring a profound sense of pride and admiration for our great nation.”
“For nearly 5 decades, ITC has nurtured and promoted Hindustani Classical Music through the ITC-SRA, a one-of-its-kind institution. ITC-SRA has been enriched over the years by India’s acclaimed Gurus who have imparted precious knowledge and training through a unique Guru-Shishya Parampara that embodies the country’s rich heritage,” Puri added.
The musical video showcases the Gurus and scholars performing at the picturesque ITC-SRA campus in Kolkata, a pioneering national institution that promotes Indian Classical Music through the enduring Guru-Shishya Parampara – the rich tradition in which eminent Gurus of the Academy impart intensive training and quality education in Hindustani Classical Music to the scholars in the ecosystem of a residential Gurukul. The ensemble video features musical maestros and eminent scholars of ITC-SRA including Pandit Ajoy Chakrabarty, Vidushi Subhra Guha, Pandit Omkar Dadarkar, along with the creators of the composition, Shri Abir Hossain and Shri Brajeswar Mukherjee.
The selection of young artists, varied instruments and diverse musical genres from across the country for the composition is testimony to the confluence of ‘the modern’ and ‘the traditional’ in today’s India. Through the unifying power of music, the video seeks to convey the core ethos of ITC-SRA – to keep Hindustani Classical Music relevant among newer generations of music lovers.
Established in 1977, ITC-SRA, over the decades, has grown in impact and significance, reinforcing ITC’s sustained commitment to preserving the national musical heritage. Today, ITC-SRA houses more than 40 scholars in its sprawling Kolkata campus.
The galaxy of acclaimed Gurus of ITC-SRA includes Nissar Hussain Khan (Sahaswan Gharana), Hirabai Barodekar (Kirana Gharana), Ishtiaq Hussain Khan (Rampur Gharana), Nivrittibua Sarnaik (Atrauli-Jaipur Gharana), Girija Devi (Benaras Gharana), Latafat Hussain Khan (Agra Gharana). A. Kanan, Malabika Kanan and many more.
ITC-SRA will be celebrating its Golden Jubilee in 2027.
Mumbai: Being at the forefront of delivering high-quality products to consumers, ITC Sunfeast, SuperMilk today announced its latest campaign, “Nalladhu Thedi Varum,” which translates to “Goodness comes to you.” This campaign features Tamil superstars Sneha and Simran together in ad for the first time, creating a memorable and heartwarming message for families across Tamil Nadu.
The campaign plays on the common notion that one must go in search of good things and cleverly flips it, showcasing that sometimes good things also come looking for us. Set against the picturesque backdrop of a village, the campaign highlights the goodness of Sunfeast SuperMilk Biscuits, with milk and the trusted Naatu maatu paal (milk from desi cows).
The film begins with Sneha and Simran stepping out of an SUV, their kids running ahead with warm smiles and palpable excitement. The scene transitions to a serene coconut grove where the children are engaged in a traditional rural game, their laughter filling the air. Sneha’s son curiously asks his mother about their frequent village vacations, to which Sneha, enjoying a stalk of sugarcane, replies that they go in search of good things. Simran’s child, overhearing, asks what “good things” means. Simran excitedly elaborates on the wonderful experiences of village life, with Sneha joining in to highlight more delightful aspects, all pointing towards Sunfeast SuperMilk Biscuits.
ITC Ltd chief operating officer of Biscuits & Cakes Cluster, Foods Division Ali Harris Shere commented on the campaign: “With the ‘Nalladhu Thedi Varum’ campaign, we aim to remind our consumers that sometimes the best things in life come to us, just like the Sunfeast SuperMilk Biscuits. This campaign celebrates the essence of simplicity, embodied by our product.”
The campaign is set to captivate audiences, resonating with the modern convenience and goodness of Sunfeast SuperMilk biscuits. Stay tuned for the launch of this heartfelt campaign and join Sneha, Simran, and their families in experiencing the joy that comes to you with Sunfeast SuperMilk.
Mumbai: Nimyle – ITC’s leading floor cleaner brand, has launched a unique endeavour this Rath Yatra called “Nimyle Shuddh Shuruat” – an initiative to cleanse the entire path of the Rath Yatra with Neem based Nimyle.
Taking inspiration from the symbolic ritual of “Chhera Pahanra” that marks the start of the yatra, ITC Nimyle’s Shuddh Shuruat is the first collective cleaning and purification of the path of the Rath. The initiative celebrates the cultural relevance of neem for purification by using neem-based Nimyle for the cleansing.
The revered Rath Yatra holds immense cultural and spiritual value as it reinforces the spirit of shared devotion. The celebratory procession at the event began with a grand showcase of Odisha’s rich culture of performing arts. Gotipua, a traditional dance form associated with the temples of Odisha, was performed at the event to inaugurate the procession. Medha Nacha, the beautiful tribal dance to the beats of the dhol energised the spirited cleaning for all present. Oriya actors Poonam Mishra and Sivani Sangita graced the public gathering and participated in the collective cleaning of the path of the Rath with ITC Nimyle.
ITC Ltd divisional chief executive, personal care products business Sameer Satpathy expressed, “We are proud to be a part of the revered Rath Yatra, which has immense cultural and religious significance in India. ITC Nimyle, crafted with the power of neem, endeavoured to purify the revered path of the rath through the unique Shuddh Shuruat initiative, which celebrates the spirit of collective cleaning.”
Mishra commented on her experience at the Rath Yatra with ITC Nimyle, “The tradition of the Jagannath Rath Yatra is deep rooted in India. It gives us all an opportunity to bow together before the supreme power. I am proud to have been a part of this unique collective cleaning of the path of the Rath. The Shuddh Shuruat campaign by ITC Nimyle aligns with the beginning of the state’s most auspicious celebrations.”
Sangita added, “ITC Nimyle’s Shuddh Shuruat is a unique initiative that has encouraged collective cleaning of the path of the Rath, and is testament to our profound beliefs in culture and tradition. ITC Nimyle crafted with Neem reiterates purity in the cleaning of the path of Rath in a unique beginning.”
Mumbai: ITC Sunfeast YiPPee! an instant noodles and pasta brand delighted devotees with 56 recipes of YiPPee! noodles at Puri Rath Yatra, with YiPPee! Chappan Bowls. To set the festive mood and elevate the overall experience, the brand has also set up a fully functional Beach Cafe at the heart of Puri beach.
Every year during the nine-day Puri Rath Yatra festival, the city comes alive with devotees gathering to see the grand procession of Lord Jagannath. A spirit of celebration sweeps the entire state as people prepare for the yatra with devotion and excitement. Yippee! has been an integral part of this iconic event for the past few years, actively supporting and enriching the culinary experience of the countless devotees.
Drawing inspiration from the traditional Chappan Bhog concept, YiPPee! introduced 56 noodle recipes, showcasing the brand’s versatility and creativity. This innovative approach aimed to capture devotees’ attention by demonstrating the many delightful ways YiPPee! noodles can be enjoyed. Adding to the excitement, Odisha’s very own MasterChef, Smrutisree Singh and Abinas Nayak, graced the inaugural event on July 8th. They each prepared a special dish—Smrutisree’s Spicy Sizzler and Abinas’ Noodle Rostti with Masala Topping — using YiPPee! noodles, enticing the crowd. The YiPPee! Bowl-inspired café, amped up the experience, as friends and families could engage in additional fun activities at the café or relax by the beach while savouring their favourite YiPPee!.
Speaking on the occasion, ITC Ltd vice president & head of marketing, snacks, noodles & pasta, ITC foods Suresh Chand said “Puri Rath Yatra is a revered religious tradition in Odisha, attracting devotees from far and wide. Drawing inspiration from the traditional Chappan Bhog, YiPPee! curated 56 varieties, each representing a unique way to enjoy YiPPee! noodles. The YiPPee! Bowl Café at Puri Beach was an exciting way to connect with our audience, offering them an engaging activity that showcases the joy and versatility of our brand.”
Mumbai: Classmate, India’s notebook brand with unmatched product quality and a strong commitment to partnering with students in their journey of learning and development, today launched the Augmented Reality (AR) Series for its Brown Cover Notebooks. The Classmate AR Notebooks aims to transform the brown cover notebooks which are non-differentiated due to its standard cover design. The new series integrates AR technology into the Notebook to create an interactive learning environment for students that is exciting, immersive and no longer boring.
Each Classmate AR Notebook features a QR code, granting students access to different AR modules. These AR Modules cover a wide range of topics, including marine life, space, mathematics, chemistry and much more. The modules are designed to ignite curiosity in young minds by making learning fun. With gamified elements integrated into the AR experience, students are encouraged to explore deeper into complex concepts enjoyably and engagingly.
Students can have experiences like a limitless ocean powered by augmented reality. They will learn about the marvels of the ocean, get to know vibrant sea life, and explore the brilliant and colourful underwater environment.
Speaking about the new Classmate AR Notebook, ITC Ltd chief executive of education and stationery products business division Vikas Gupta said, “Under Classmate’s innovative offering, the classic brown notebook has undergone a remarkable transformation, shedding its boring image to unveil a world of vibrant and colourful possibilities for students. It is like holding a notebook brimming with boundless wonders and knowledge. With the introduction of the Augmented Reality Series for Brown Cover Notebooks, Classmate reaffirms its commitment to making education a fun, enjoyable and immersive experience for students across India.”
The brown-covered notebook, though it comes with the advantage of not having to put additional covers and brings uniformity, lacks the exciting cover designs that students seek. That is why the new Classmate series has injected excitement into the conventional brown cover by integrating its pioneering use of AR technology in notebooks.
To create excitement among the students and convince them that brown is not boring, Classmate initiated a unique engagement by installing a life-size brown notebook cover over the glass façade of a 30ft long tunnel aquarium in the seafront of Mumbai at Bandra Carter Road in Mumbai, Maharashtra. As children and parents scanned the QR Code on the life-size brown notebook cover, they witnessed a magical transformation: the cover gradually unfurls, revealing an enchanting ocean world within, in the form of an aquarium. The engagement drew significant participation and created tremendous excitement among students and parents present at the event.
Amplifying the engagement in a digital campaign, the unique experience at Bandra was captured in a creative video along with the hashtag #Browncoverisnomoreboring. The video captures the excitement of children and parents as they experience the world of marine life through AR technology.
Apart from marine life, Classmate AR notebooks cover a wide range of topics, including space, mathematics, chemistry, physics and much more.
Classmate, India’s leading notebook brand, has been on a journey to make learning fun and engaging. Through a vast repository of designs and innovative features, Classmate has transformed regular notebooks into interactive learning tools. From including “Did You Know” sections and puzzles on the last page to launching DIY Origami notebooks, Classmate has consistently pushed the boundaries of crafting innovative and differentiated educational resources.
Mumbai: Disney+ Hotstar has launched an innovative advertising feature: pause ads exclusively for its connected TV (CTV) feed, making it the first platform in the country to introduce this cutting-edge format. This move follows the earlier introduction of 3-D breakout billboards for mobile, reaffirming Disney+ Hotstar’s commitment to pioneering unique advertising solutions.
On average, users pause content four-five times a day, with over 90 per cent of these pauses lasting less than 10 seconds*. Pause ads offer a seamless, non-intrusive ad experience by integrating advertisements into these natural user-initiated breaks.
Commenting on the launch, Disney+ Hotstar head of ads Dhruv Dhawan said, “We are thrilled to introduce another industry-first offering for our advertisers. The response to our CTV ads has been overwhelmingly positive. The launch of pause ads has generated significant excitement among our clients in the CPG, FMCG, F&B, and Auto sectors, Marico, Mondelez and ITC have been amongst the early adopters. We will continue to innovate and bring best-in-class solutions to our advertisers.”
Marico Ltd CMO Somasree Bose Awasthi added, “At Saffola, our larger brand ethos is to encourage Indians to embrace a healthier lifestyle. This year, on the occasion of World Health Day we collaborated with Disney+ Hotstar to launch a contextual campaign via Pause Ads on CTV. A powerful context relevant occasion was activated for the initiative every time the Disney+ Hotstar user initiated a break, this was built on the consumer insight that a large majority of content pause occasions are initiated around snacking. A perfect time for brand Saffola to remind our consumer to choose “better for you” foods from the Saffola Franchise as a healthier alternative. Disney+ Hotstar’s CTV Pause ads served as the perfect platform for Saffola to advocate healthy eating, and we look forward to strengthening our association with the platform other innovative disruptions in the future as well.”
Mondelez India director consumer experience Anjali Madan added, “At Mondelez, we have always been at the forefront of pioneering innovation in advertising and are thrilled to associate with Disney+ Hotstar to launch CTV ‘Pause Ads’ in India with our ‘Tang Summer Break Bestie’ campaign. Through this campaign, we wanted to provide an interactive platform for mothers and their kids to beat summer boredom, unleash their creativity and design their own animated bestie using fun AR-like effects. Leveraging innovative format of CTV ‘Pause Ads’ enabled us to reach our consumers seamlessly and convey our messaging in a more non-intrusive and effective manner, thus fostering a more positive and memorable brand interaction. We look forward to continuing this successful collaboration and leveraging such new marketing technologies for our future campaigns.”
ITC Ltd VP – health & hygiene, personal care products business Sanjay Srinivas added, “Innovative ad formats, especially on streaming platforms, help transform brand connect with audiences. Pause Ad is an interesting innovation that helps break the clutter without intruding the viewing experience and attracts attention. ITC Savlon is one of the first brands to deploy pause ads to deliver contextual messaging for its campaign on handwashing. The innovation has helped the campaign amplify reach and views in an engaging way.”
In addition to pause ads, Disney+ Hotstar offers advertisers a diverse suite of CTV ad formats including auto-expanding CTV billboards, prerolls & midroll ads, and click-to-WhatsApp integrations. These options are designed to enhance brand equity and maximize engagement with CTV audiences, who are among the most premium and attentive viewers, providing advertisers with an exclusive opportunity to connect with them during their most engaged moments.
Mumbai: With cricket fervor in the air, the internet was abuzz with curiosity to know about the cryptic posts shared by Jasprit Bumrah & Surya Kumar Yadav on their Instagram handles about ‘The Toss’. Interest piqued as the players’ respective wives also posted about it soon after.
Multitude of accounts took to social media and shared their desire to know “What is the Toss all about?”. With widespread speculations by people, the conversation grabbed eyeballs garnering millions of views across social media making it viral.
While the internet kept wondering about what the cricketers were ‘tossing’ about, the brand Sunfeast YiPPee! took to Instagram and did the grand reveal of its latest campaign ‘YiPPee Toss’, thus, putting all speculations to rest.
Sunfeast YiPPee!, a leading instant noodle & pasta brand from ITC Ltd is back with a brand-new campaign featuring the country’s most-loved cricketers – Rahul Dravid, Jasprit Bumrah and Surya Kumar Yadav. This fun-filled campaign leverages the popularity of top cricketers in a playful fashion highlighting the unique qualities of YiPPee! Noodles which are: Long & Non-Sticky.
The recently launched TVCs showcase Dravid, Bumrah and ‘SKY’ in lighthearted scenarios where they use the ‘YiPPee Toss’ to settle day to day friendly banters in a playful manner using YiPPee! Noodles. It’s an innovative play on the brand’s core USPs of Long & Non-Sticky Noodles. The campaign positions YiPPee! as ‘India’s Choice’.
Speaking about the campaign, ITC Ltd COO, snacks, noodles & pasta, food business, Kavita Chaturvedi said, “Cricket is an emotion in India and what better way to connect with our consumers than by bringing together the sport and the deliciousness of YiPPee! Noodles. This campaign celebrates the playful energy of our brand and the joy of relishing a bowl of YiPPee! with friends and family.”
Popular cricketer Jasprit Bumrah remarked “It’s a very playful campaign and we had a lot of fun. If there is one way to settle a banter, it is through YiPPee!”
Much-loved batsman Surya Kumar Yadav said “I am thrilled to be part of this campaign as it perfectly mirrors our camaraderie both on and off the field. With YiPPee! settling our playful banter just got a whole lot easier”
Legendary Rahul Dravid said “I had a wonderful time while working with Bumrah and SKY on this campaign. We’ve created something enjoyable, and I hope everyone likes it.”
The YiPPee! Toss, campaign will be rolled out in multiple media platforms across the country. The brand is confident that the campaign will resonate with its vibrant target audience and inspire them to do the YiPPee! Toss to settle playful disputes amongst friends, just like our favorite cricket stars!
