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Tag: ITC

  • ITC’s Mangaldeep marks ‘Sixth Sense’ panel with #WorldSightDay Video

    ITC’s Mangaldeep marks ‘Sixth Sense’ panel with #WorldSightDay Video

    Mumbai: Mangaldeep, ITC’s agarbatti brand, has launched a new video on the occasion of World Sight Day, commemorating the contribution of its more than 150 visually impaired ITC Mangaldeep ‘Sixth Sense’ fragrance testers in the creation of unique and superior fragrance varieties of its products.

    ITC Mangaldeep has set up the flagship ‘Sixth Sense’ panels in Delhi, Kolkata, Mumbai, Hyderabad, and Chennai, to provide employment opportunities to visually challenged people by tapping into their keen olfactory abilities to improve it product offerings. Mangaldeep has made them a part of the fragrance evaluation process at the product testing stage, while supporting them with livelihood opportunities as well as empowering them with a sense of dignity and pride for being able to make an impact.

    It has recruited 150 plus ‘Sixth Sense’ panellists with assistance from self-help groups and NGOs and are given extensive training after they are onboarded.

    The heartwarming video shows a visually impaired individual walking through the by-lanes leading to his house and describing the surroundings around him by inhaling the aroma generated by households and shops selling food items and flowers. He then introduces himself and says that although he does not have the power of vision, he has superior olfactory abilities which has helped in earning a livelihood being an ITC Mangaldeep ‘Sixth Sense’ panellist and leading a dignified life.

    The video leaves a lasting impression and makes us realise how lucky are those human beings who can enjoy the world’s surroundings with their eyes. The video also highlights the resilient nature of visually impaired individuals and how they manage to tackle the numerous curveballs thrown by life with a genial smile.  

    The members of  Mangaldeep ‘Sixth Sense’ panel have been able to capture minute variations in fragrance strengths and are bringing in high value-addition in the olfactive matching of fragrances, a crucial process which involves matching a fragrance to a benchmark. This panel has played significant roles in the creation of unique and superior fragrance varieties of Sandal, Rose, Lavender and Marigold.

  • Dark Fantasy’s AI campaign lets you be the co-star of SRK

    Dark Fantasy’s AI campaign lets you be the co-star of SRK

    Mumbai: When you see an ad with the undisputed Badshah of Tinsel Town pampering a woman at the salon or taking care of a fanboy during a private movie screening, you are bound to feel the pinch like millions of fans because not every day does the demigod of Indian cinema do all of this (as much as we would love if he did).

    In a move that’s set to capture the hearts of millions across the globe, Sunfeast Dark Fantasy, a cookie synonymous with indulgence, is taking the ‘Har Dil Ki Fantasy’ campaign to a new level. The brand is set to offer people a chance to share a screen with the new brand ambassador of Sunfeast Dark Fantasy and King of Bollywood – Shah Rukh Khan – through its ‘#MyFantasyAdWithSRK’ campaign using Generative Artificial Intelligence Technology (“GenAI”). ITC Sunfeast Dark Fantasy along with their media partner IPG, teamed up with Akool, to bring the technology alive and give every SRK fan a first-of-its-kind experience.

    Capturing the pulse of the Indian masses, the brand is raising the bar for the campaign through its GenAI-powered campaign granting every individual the once-in-a-lifetime opportunity to “co-star” with their beloved Shah Rukh Khan. The campaign truly brings alive every individual’s fantasy by featuring them in the new Dark Fantasy ad.

    For the first time in India, using GenAI, fans can now recreate Sunfeast Dark Fantasy’s advertisements featuring Shah Rukh Khan with the help of just a selfie. Sunfeast Dark Fantasy also encourages  participants to share their personalised ads on their social media handles with the hashtag #MyFantasyAdWithSRK.

    Speaking on the campaign, ITC Foods Division chief operating officer – biscuits & cakes cluster Ali Harris Shere said, “We’ve all witnessed the love and admiration that Shah Rukh Khan commands across the world. Our campaign is a direct response to the fantasies nurtured by our consumers over the years. We’ve heard countless wishes of fans wanting to star beside Shah Rukh Khan. This Sunfeast Dark Fantasy campaign brings together two iconic ‘brands’ and brings to life what once seemed like a distant fantasy.”

    Khan, whose movies have brought joy to millions of hearts, expressed his excitement about this new campaign, “Partnering with Sunfeast Dark Fantasy for the ‘#MyFantasyAdWithSRK’ campaign has been an incredibly exciting journey. It’s wonderful to witness how technology can bridge dreams and reality, I am thrilled to be a part of my fans lives and step into their fantasies in this unique way.  This campaign resonates with the essence of ‘Har Dil Ki Fantasy,’ capturing the spirit of aspirations and bringing them to life. It’s exciting to be a part of this innovative initiative that lets me co-star with my fans. Together, we’re turning our imagination into reality.”

    Now that’s what we call truly integrating technology with storytelling and creating an immersive experience for fans who will remember Sunfeast Dark Fantasy as a brand that not only heard them out but also left them with a lingering sweet memory.

    https://darkfantasyadwithsrk.in

  • TAM report: Top 10 sectors contributed 95 per cent of Jan-Jun’23 music genre ads

    TAM report: Top 10 sectors contributed 95 per cent of Jan-Jun’23 music genre ads

    Mumbai: TAM India has released a report on advertising on music genre for the period Jan-Jun 2023.

    Both H1 2023 observed nine per cent growth compared to H1 2022, but while comparing with Jan-Jun’21, the ad volumes dropped by two per cent in H1 2023 in the music genre.

    Food & beverages, personal care/personal hygiene & household products retained their first, second & third positions respectively during Jan-Jun’23 compared to Jan-Jun’22.

    ‘Auto’ was the only newly entered sector in the top 10 list of sectors during Jan-Jun’23.

    The top 10 sectors together contributed 95 per cent share of ad volumes in music genre during Jan-Jun’23.

    Toilet/floor cleaners ascended to first position during Jan-Jun’23 compared to Jan-Jun’22. Antiseptic creams/liquids & hair removers were the only new entrants in Jan-Jun’23 over Jan-Jun’22. Three out of the top 10 categories belonged to the food & beverages sector in Jan-Jun’23.

    Reckitt Benckiser (India) & Hindustan Unilever switched their positions during Jan-Jun’23 with Reckitt Benckiser (India) leading the list and had 27 per cent share of ad volumes. The top 10 advertisers together added 70 per cent share of ad volumes during Jan-Jun’23. Wipro & Colgate Palmolive India were the only new entrants in Jan-Jun’23 over Jan-Jun’22. Apart from Hindustan Lever, Pepsi Co & ITC all the advertisers in the top 10 list observed positive rank shift in Jan-Jun’23.

    Apart from Maaza, all the brands mentioned in the top 10 list belonged to Reckitt Benckiser (India). The top 10 Brands contributed 18 per cent share of television ad volumes.

    During Jan-Jun’23, the toilet soaps category experienced the most substantial increase in ad seconds, doubling its growth, followed by toilet/floor cleaners with a 77 per cent growth compared to Jan-Jun’22. Among the top 10 growing categories, Home Insecticides recorded a remarkable surge, growing by six times, while antiseptic creams/liquids and condoms each saw their growth triple, with a three-fold increase.

    During Jan-Jun’23, (Hindi + English) music was the leading subgenre for advertising with 34 per cent share of ad volumes. The top five channel subgenres accounted 80 per cent share of ad volumes during Jan-Jun’23.

  • Gen AI takes the stage: Bingo! Mad Angles’ rap campaign

    Gen AI takes the stage: Bingo! Mad Angles’ rap campaign

    Mumbai: Prepare to be transported into a realm of unparalleled creativity, imagination and entertainment as ITC’s Bingo! Mad Angles presents its latest mind-bending campaign. In an industry-first move, Bingo! has harnessed the power of generative artificial intelligence (GenAI) to craft an entirely GenAI-driven campaign, bringing to life a seamless fusion of technology and creativity. This one-of-a-kind campaign is set to redefine the boundaries of snacking by combining cutting-edge GenAI technology, the zaniest of theories and an electrifying rap song.

    The campaign began when Bingo! – through a cryptic TVC teaser – posed the question: “Uss Raat Kya Hua Tha?” (What happened that night), challenging consumers to unleash their inner detectives and concoct wild theories to solve the mystery. Consumers inundated the campaign pages on social media with theories that could only be described as wildly absurd and over the top. The 20 quirkiest entries were picked and later used as the foundation for Midjourney, the GenAI wizard of image generation, to conjure up a collection of surreal and uproarious memes that brought the theories to life.

    As the campaign culminates, Bingo! has introduced a rap video through the storyline formed by the memes. The imaginative story was crafted into lyrics by ChatGPT. Collaborating with Uberduck AI and Musify, the lyrics come alive with a pulsating rhythm, creating a dynamic rap anthem. Runway AI, Kaiber AI and Midjourney designed an ethereal GenAI Art Gallery template, where the memes were brought to life. The virtual GenAI Art Gallery will resound with the line “Uss Raat Kya Hua Tha”, accompanied by the iconic “MMMMMMMMM” soundbite, embodying the brand’s delightful chaos. The entire GenAI campaign was executed by PixelFox, a creative agency.

    Speaking on the campaign, Snacks chief operating officer Kavita Chaturvedi said, “We wanted to challenge the conventional norms of how brands engage with their audience. Bingo! Mad Angles has always stood for unleashing the unexpected and with our new campaign, we’ve taken this philosophy to a whole new level. Bingo! Mad Angles has been at the forefront of delivering ‘MMM’ ad solutions to our consumers and this GenAI-driven campaign is a testament of our commitment towards innovation and disruption.”

     

     

  • ITC Savlon presents an ode to the most caring hands

    ITC Savlon presents an ode to the most caring hands

    Mumbai: Renowned for its effectiveness in germ protection, ITC Savlon unveils the next-gen of handwashing with its ‘90% Natural Origin content’ portfolio. With vibrant new packs replete with new benefits, Savlon handwash continues to promise it’s trusted germ protection along with skin friendly benefits of soft, moisturised hands and a ‘No Nasties’ formulation devoid of parabens, silicones, triclosan and triclocarban. 

    Crafted with ‘90% Natural Origin Content’ and ingredients like orange essence, aloe vera and herbal essence, there are three variants designed for individual preferences-

    Savlon deep clean handwash’s specially designed quick lather- quick rinse formula. A first from Savlon, this variant protects from superbugs too. The wash-off feels squeaky clean with a refreshing citrus scent. 

    Savlon moisture shield handwash makes hands feel soft and moisturised, leaving a gentle floral fragrance

    Savlon herbal sensitive handwash’s pH balanced formula is clinically tested to be mild on skin to care for sensitive hands

    Post the pandemic, the changing needs of an evolving Indian consumer were observed through in-depth consumer interactions backed by digital trends identified by the in-house consumer insights sixth sense team. While germ protection remained core, the new-age Indian consumer now sought benefits beyond protection and had actively started seeking out solutions that were skin-friendly, had natural content and cared for their hands. Having been at the forefront of innovative design and disruptive thinking rooted in consumer centricity, it was time for ITC Savlon to redefine the norms once again.

    Savlon unveils the new handwash packs as a fitting tribute to hands that care. Conceptualised by Ogilvy, India, the film is a lyrical narrative that pays homage to hands that care and nurture, especially a mother’s hands, beautifully weaving in the importance of care and protection. It is an emotional and sensorial experience through visuals that resonate with every individual.

    ITC Ltd divisional chief executive, personal care products business Sameer Satpathy said, “We have often heard that change is the only constant and we believe that the emotions of love and care are the only constants that have not changed since time immemorial. Savlon unveils its refurbished new portfolio of Handwashes as a homage to hands that care and nurture.  It continues to leverage sharp consumer insights to address consumer needs and is at the forefront, driving purposeful innovation. In a refurbished look, the portfolio of Savlon handwashes highlights the design and skin friendly formulation with 90% natural origin content to enable protection and care for hands that nurture and care.”

    Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha added, “When there is a baby at home, the mother’s hands end up becoming super-hands for the baby’s care and nutrition. They are constantly in high-performance mode for every small and big task revolving around the baby. In this phase, we realized that our handwash with its high-performance credentials could play a vital tole in ‘caring for the hands that care so much.’ In bringing alive this vision, our team of Fritz and Jayesh, were so ably partnered by our talented director Afshan, who has captured the heart of this idea beautifully in the film.”

    The new refreshed packs are available nationally in retail stores, online and on ground near you.

  • ITC Fiama highlights the importance of mental well-being in a fun way

    ITC Fiama highlights the importance of mental well-being in a fun way

    Mumbai: ITC Fiama immerses its communication outreach in pop culture with “#FeelGoodWithFiama,” a unique meme video series to help mitigate the stigma of mental health and therapy. The series was rolled out to mark World Meme Day on 12 November 2022.

    Conceptualised by Brand David, ITC Fiama’s Feel Good with Fiama campaign aims to reach digitally savvy gen-z and millennials through the existing meme culture and motivate them to have constructive conversations about their state of mental well-being.

     

     

    Memes have continued to be a constant in the fast-paced, dynamic lifestyle of young adults and have often served as a powerful way to cope with stress. The brand has repurposed iconic memes into meme videos showcasing real-life situations, providing a strong message on the importance of opening up and sharing their feelings.

    Fiama takes the first step in making expert therapy and counselling more accessible and affordable through a virtual clinic in partnership with the MINDS Foundation. It encourages individuals to seek help in an intimate virtual space without fear of embarrassment or the prevailing stigma. The MINDS Foundation has specially put together a team of highly qualified therapists for this virtual clinic, thereby offering expert advice, therapy, and counselling at the convenience of one’s own privacy.

     

     

  • Bingo! becomes the official snacking partner for DreamHack 2022

    Bingo! becomes the official snacking partner for DreamHack 2022

    Mumbai: ITC Ltd.’s Bingo! has partnered with Nodwin Gaming as the official snacking partner for DreamHack 2022.

    Following this partnership, Bingo! has set up an exclusive Bingo! Streamer Zone, which will bring together popular YouTube influencers and streamers such as Thug, Mortal, Scout, Ocean, 8Bit Mercy, 8Bit, 8Bit Rebel, Sid Joshi, Xyaa, Hydraflick, Samay Raina, Sagar, and many more.

    This is the third edition of DreamHack being hosted in India, where gamers can experience professional e-sports tournaments and watch top players battle it out in the gaming arena.

    This engaging and innovative collaboration between Bingo! and DreamHack highlights the brand’s interest in and support for the e-sports community.

    ITC Ltd. head of marketing – snacks, noodles, and pasta Aishwarya Pratap Singh said, “We are thrilled to be collaborating with DreamHack, India’s largest e-gaming festival. Bingo! owns the platform of young and innovative snack offerings and is a brand loved by the youth. Gaming has always been at the forefront of the activities that the youth enjoy, & Bingo! aspires to be the preferred snacking partner for the gaming community. DreamHack has a strong track record and a large fan base, and we, at Bingo!, hope to jointly deliver an exciting gaming experience to the fans. This collaboration will be a fantastic experience for both fans and industry professionals, who will be able to interact with and learn from experts in the e-sports fraternity while also growing with it.”

    Alongside, Bingo! will be hosting several fun activities for the event attendees. The brand will set up a dark room in which the audience must evade laser beams and reach the end of the room to collect a pack of Bingo! Cheese Nachos Flavor, Namkeen. Bingo! will also set up a neon-themed photobooth where GIFs will be created of the attendees and a chill zone where a Cheese Nachos Favour and Namkeen DIY counter will facilitate customised ‘namkeen’ dishes using Bingo! Cheese Nachos Flavour.  An AR & VR game arena will also be set up, where one must scan around and tap on as many Cheese Nachos Flavor packs as possible within a set amount of time to win.

    Adding to it, Nodwin Gaming co-founder Akshat Rathee said, “DreamHack is a fun, entertaining gaming and esports event that can be enjoyed by people from all walks of life and across age groups. We are delighted to collaborate with our snacking partner, Bingo!, to make this event even more memorable. The audience can really let their hair down with their loved ones by taking part in all the exciting esports activities and other games while munching on a Bingo snack to keep their energies up. Not only that, Bingo has also set up an exclusive streamer zone and a meet-and-greet zone for e-sports enthusiasts and fans to interact with their favourite gaming influencers, so there is a lot to look forward to.”

  • ITC’s Dark Fantasy partners with Brodha V to launch ‘The Vanilla Fills Anthem’

    ITC’s Dark Fantasy partners with Brodha V to launch ‘The Vanilla Fills Anthem’

    Mumbai: ITC Foods’ Sunfeast Dark Fantasy Vanilla Fills crème biscuits were launched with the endeavour to bring the signature experience to the vanilla crème and dark shell biscuit segment. Crafted to break the monotony of the regular crème biscuits, the brand revamped the category with the introduction of a rich molten vanilla crème filling encased in a dark chocolate shell, giving consumers a delectable upgrade. Furthermore, to dial up its appeal among the youth, the brand has collaborated with renowned artist and rapper Brodha V to establish a deeper connection with the new age rap song “Grow Up Grow Up,” the new Vanilla Fills Anthem.

    Sunfeast Dark Fantasy Vanilla Fills’ rap song asks young adults to be open to new experiences like the Dark Fantasy Vanilla Fills. The quirky lyrics communicate the message of “Grow Up to the Vanilla” in a relatable manner with catchy and upbeat music. The video song has been launched on Sunfeast Dark Fantasy’s social media handles like YouTube, Instagram, Twitter, and Facebook. Dark Fantasy Vanilla Fills has also launched a mega contest on social media platforms like Moj and Instagram and in colleges where consumers can participate in a “dance hook step challenge” and get an opportunity to win a special gift hamper from Dark Fantasy Vanilla Fills.

    Speaking on the new campaign, ITC chief operating officer, biscuits & cakes cluster, foods division Ali Harris Shere commented, “We are thrilled to be launching a rap song for our Sunfeast Dark Fantasy Vanilla Fills campaign with rapper Brodha V, and we’re convinced that our younger audience will appreciate it. The Vanilla Fills were launched with the purpose of upgrading the regular crème biscuit category with a superior centre-filled experience. The cookie is filled with rich molten vanilla crème inside a dark crunchy chocolate shell, raising the bar on traditional crème biscuits. Dark Fantasy Vanilla Fills are a manifestation of our continued efforts to provide exciting new experiences to millennial consumers. With the launch of the rap song, we aim to dial up the appeal of Dark Fantasy Vanilla Fills—the new age of crème biscuits for grown-ups among its consumers.” 

    Rapper Brodha V said, “I enjoy doing projects like this because it’s relatable and endearing. The song is about maturing from childhood habits to more mature tastes. Creatively, I’ve tried to bring out the fun part of growing up and kept it lighthearted.”

    The Sunfeast Dark Fantasy Vanilla Fills are available in South & West India in packs of MRP Rs 25 and Rs 10.

  • Team Pumpkin retains ITC Foods Division’s digital mandate

    Team Pumpkin retains ITC Foods Division’s digital mandate

    Mumbai: Team Pumpkin will continue to work on digital creatives, moment marketing, and tech-enabled social media for ITC Foods Division brands including Bingo Mad Angles, Bingo Tedhe Medhe, Yippee Noodles, Sunfeast Moms Magic, Aashirvaad Svasti Milk and others.

    The agency works extensively with ITC Sixth Sense, which uses digital tools for social listening to observe the key trends, issues, needs, and concerns on people’s minds through social media forums. The Sixth Sense works to optimize the marketing initiatives with a data-led approach. Among notable work, the agency recently helped launch a live social commerce campaign “Jugalbandi”, for its D2C platform ITC e-store, bringing in nearly 20,000 customers to its online event in a two-hour time span, a first for an FMCG company.

    ITC chief digital officer Shuvadip Banerjee said, “We are happy to continue our engagement with Team Pumpkin for our creative and content requirements. Over the last four years, Team Pumpkin has proven to be a valuable partner for us with execution being their strength.”

    Team Pumpkin chief executive officer Ranjeet Kumar said, “We are delighted to continue our partnership with the ITC Food Division as we have the opportunity to add great value to the brand and to the category leading products that the division offers. The collaborative work with ITC’s team led by Shuvadip has been extensive and encouraging. We are gearing up to take the relationship to even greater heights.”