ITV

Tag: Leo Burnett

  • Gatorade’s ‘Turf Finder’ initiative utilises data to unlock urban playgrounds

    Gatorade’s ‘Turf Finder’ initiative utilises data to unlock urban playgrounds

    Mumbai: Gatorade, PepsiCo India’s iconic hydration brand, has introduced its ‘Turf Finder’ initiative aimed at promoting the love and will for playing sports, amidst the hustle and bustle of India’s metropolitan areas, in partnership with Leo Burnett India. Gatorade seeks to inspire young individuals to embrace physical activity as a key part of their daily lives.

    Addressing the scarcity of recreational space in urban India, Gatorade’s ‘Turf Finder’ initiative is committed to finding us places to play, wherever and whenever space permits in the city. Utilizing historical maps data, Gatorade will pinpoint appropriate locations, including vacant parking lots or empty streets, and transform them into accessible playing areas for citizens across India’s metropolitan cities. The first Turf will be launched in Mumbai, with successive releases planned for other metropolitan cities, including Bengaluru.

    To launch the initiative, Gatorade has released a compelling film that depicts the chaotic and fast-paced lifestyle of city dwellers. Amidst the frenzy of bustling schedules and cramped quarters, the film delivers a powerful reminder, that all one needs is the will to play and we will find them the space. Gatorade is leading the charge by showing us how these spaces can be used to embrace an active lifestyle.

     

     

    Speaking on the initiative, PepsiCo India associate director, energy & hydration Ankit Agarwal said, “Gatorade has consistently championed the importance of fitness and an active lifestyle as integral components of well-being. However, in today’s fast-paced and chaotic society, finding both time and a suitable space for physical activity poses a significant challenge. We firmly believe that this initiative will make sport accessible to a lot more people, thereby cultivating a healthier lifestyle. By providing convenient and inviting spaces for play, we hope to inspire communities to embrace the intrinsic value of staying active amidst the demands of modern life.”

    Adding further, Publicis Groupe – South Asia CCO & Leo Burnett – South Asia chairman Rajdeepak Das said, “This is a true HumanKind idea where we are using technology to find solutions for modern day problems. Our cities are temporal in nature, they behave different by day and different by night. We have validated this spirit and used historic Google map data to find empty spaces at specific times which can be made into a turf. The most exciting part is that this campaign can be scaled across the country and not only promote an active lifestyle but also make a cultural impact in communities making sport an equalizer.”

    Gatorade’s new initiative will be amplified through a 360-degree campaign across digital, outdoor, and social media. Gatorade is available in 3 variants – Blue Bolt, Orange, and Lemon at 250 ml @Rs 20 and 500 ml @Rs 50 – both in traditional and modern stores and through leading e-commerce sites/apps.

    Consumers can visit Gatorade’s exclusive website to find out more details and clues on the upcoming Turf drops – www.gatoturffinder.com 

  • HDFC Life’s brand campaign inspires families to support children in their journey of pride

    HDFC Life’s brand campaign inspires families to support children in their journey of pride

    Mumbai: HDFC Life’s latest brand campaign encourages parents to believe in their children’s abilities and proactively plan for their future.

    Over the years, HDFC Life, one of India’s leading life insurers, has showcased various stories highlighting how parents play a pivotal role in ensuring their children’s success. With India’s young generation adopting digital life faster than ever, there has been a definite shift in lifestyle and habits, with parents also having to adapt to this change.

    HDFC Life’s latest campaign presents a heartwarming story where a seemingly distracted young boy surprises his parents with his thoughtfulness, leaving them overwhelmed and proud. The film’s insight is based on the fact that today’s Gen Z live in the digital age; they are self-driven risk-takers with diverse opportunities, yet remain close to their family for guidance and support. With numerous choices and options available, parents must provide proper guidance and financial support to enable them achieve their dreams.

    Speaking on the campaign, HDFC Life chief marketing officer and group head, strategy Vishal Subharwal said, “Today’s young generation is far more adept at dealing with the fast-evolving world around us. In this scenario, it becomes necessary for parents to have faith in their children’s capabilities and be adequately financially prepared to support their children with the education that would enable them to chart their success stories.”

    Adding further, Publicis Groupe CCO – South Asia, Leo Burnett chairman – South Asia Rajdeepak Das said “Often today’s generation is underestimated and misunderstood because of their different approach to life. Our film takes one such example and shows how a son surprises his parents with his thoughtful gesture of using technology as the driving force in helping their business grow. And as parents the best support we can offer the next generation is insuring their future, so that their ideas can soar.”

    The campaign is available across multi-media platforms – television, digital and outdoor.

  • Ranbir and Neetu Kapoor spark fun in Lay’s ‘Isey Kehte Hain Pyaar’ campaign

    Ranbir and Neetu Kapoor spark fun in Lay’s ‘Isey Kehte Hain Pyaar’ campaign

    Mumbai: Is it family first, or Lay’s first? Lay’s, one of the leading potato chips brands in India, is here to answer the question with a witty and relatable campaign, “Isey Kehte Hain Pyaar.” Featuring brand ambassador Ranbir Kapoor and his ever-charming mother, Neetu Kapoor, the campaign captures the hilarious clash between affection and flavour when the irresistible taste of Lay’s challenges the resilience of unbreakable relationships. Get ready for a light hearted tug-of-war as the duo humorously navigate through situations to safeguard their prized packs!

    The campaign vibrantly delves into the playful struggle that ensues as the mother-son duo find themselves in a snack showdown for the ultimate prize – a bag of Lay’s chips. The magnetic pull of Lay’s signature taste puts even the strongest bonds to test, proving that no one willingly surrenders their Lay’s.

    In the debut film of the entertaining ‘Isey Kehte Hain Pyaar’ series, brand ambassador Ranbir Kapoor teams up with his real-life mother, Neetu Kapoor as they go head-to-head for their favourite Lay’s. The film opens with Ranbir playing the perfect son, assisting Neetu with chores throughout the day. However, the playful plot thickens when Neetu searches for her missing Lay’s—a pack initially left in Ranbir’s care. The narrative takes an amusing turn as Ranbir, who had been a dutiful son up until now, brings out the hidden Lay’s pack from behind the sofa cushions, revealing it with a cheeky smile. With a contented bite, he seals the playful prank, triumphantly celebrating the enduring love for Lay’s. This charming mischief sets the tone for a series of entertaining films yet to unfold.

    Radiating excitement on the campaign’s launch, PepsiCo India category lead – potato chips Saumya Rathor said, “We all know that love doesn’t always conquer all, especially when there’s a bag of Lay’s involved. We’ve all been there – staring down a bag of Lay’s, contemplating whether to share or savour in delicious solitude. Our latest campaign taps into this behaviour, showcasing how the love for Lay’s can even challenge the strongest connections, brilliantly depicted by Ranbir Kapoor and Neetu Kapoor. This film is just the appetizer; brace yourselves for an epic snack showdown between them, promising suspense, laughter, and unexpected twists. Love, loyalty, and a bag of Lay’s – the ultimate test awaits in this series that will have you on the edge of your seat. So, stay tuned and watch how the duel unfolds!”

    Brand ambassador and superstar, Ranbir Kapoor, expressed, “Working with Lay’s is always a thrill, but this time was exceptional—I got to share the screen with my mom. What made it even more special was that the film actually reflects something we encounter regularly in our home. The universal love for Lay’s sometimes turns our house into a riot of fun. I can’t wait for the audience to dive into these films with their own bags of Lay’s and enjoy the ride!”

    “Working on the campaign was truly enjoyable. The film wonderfully captures the playful moments surrounding love and Lay’s. The fun interactions between Ranbir, Lay’s, and myself are just the start of a series that holds many surprises. While Ranbir took the first win, there’s more excitement ahead—let’s consider it 1-0 for now but stay tuned for what’s next!” remarked the charming Neetu Kapoor.

    The initial TVC launch signals the start of an engaging series of films where Ranbir Kapoor and Neetu Kapoor will engage in a delightful snack showdown, inviting audiences to witness their playful battle over Lay’s chips, promising more laughter, more moments of love, and more Lay’s-inspired fun. The campaign is a result of a close collaboration between Leo Burnett, PepsiCo India, and director Vivek Kakkad. Leo Burnett played a crucial role in crafting the strategic framework, while Kakkad brought his critical expertise in coming up with the campaign idea, writing the tag line and the witty scripts.

    The campaign’s 360-degree approach will encompass various elements, promising a comprehensive rollout across multiple platforms, including digital, television, print, and social media, to immerse audiences in the delightful world of Lay’s ‘Isey Kehte Hain Pyaar’ campaign.

  • Quaker kickstarts the new year with instant oats innovation and new TVC

    Quaker kickstarts the new year with instant oats innovation and new TVC

    Mumbai: Quaker, one of the leading players in the oats segment, has launched a delightful new TVC campaign to introduce its latest innovation – Quaker Instant Oats. The launch is an extension of Quaker’s 146 years of nutrition expertise and emerges as an effortless, and tasty snack solution, promising readiness in just 3 minutes.

    Quaker Instant Oats brings a trio of exciting flavours – Herby Cheese, Masala Magic, and Mixed Berries – to meet diverse tastes and palettes, reflecting the growing demand for flavoured oats. Quick to prepare and versatile for any time of day, the product combines wholegrain goodness for a protein-packed, fibre-rich and fuelling snack. It’s the ideal choice for consumers seeking convenience without sacrificing on taste.

    In the TVC, Kiara peacefully practices yoga as Sid enters the room, catching a whiff of something enticing. Intrigued, he discovers a steaming bowl on the table and impulsively takes a bite, not realising its Kiara’s prepared bowl of Quaker Instant Oat. Kiara, initially startled, watches as Sid’s taste test unfolds – he’s unaware of what the delicious snack is. As Sid continues to savour the flavour, Kiara reveals that it’s Quaker Instant Oats – Herby Cheese. She then hands over the pack, mockingly nudging Sid to take over the kitchen. The film ends with Kiara enjoying the oats Sid prepares, concluding with ‘Nutritious Oats, Ab Bane Delicious’.

    Sharing her thoughts on the campaign, Kiara Advani said, “Quaker Instant Oats has been a delightful addition to my routine, and being a part of this campaign has been equally enjoyable. The TVC captures our quirky banter, making it a fun shoot and bringing this delicious escapade to life!”

    Sidharth Malhotra added, “The Quaker Instant Oats TVC accurately communicates the joy of sharing our love for food. Being part of the campaign was a delightful experience, supporting and sharing this sentiment. It takes us through a flavourful journey that smoothly blends into our lives away from the screen.”

    Speaking on the new film, PepsiCo India associate director and category Lead – Quaker Sravani Babu said, “Our unwavering commitment to innovation and nutritional excellence shines through in Quaker. Quaker Instant Oats is crafted for ever-evolving needs and palette of our dynamic world – a testament to our rich 146 years legacy. Through our film, we not only showcase how seamlessly Quaker Instant Oats integrates into your daily routine but does so without compromising on taste. Just like Kiara and Sid, embark on this oat-a-licious journey that makes ‘nutritious oats’ synonymous with ‘delicious’ in every bite!”

    Leo Burnett national creative director Vikram Pandey (Spiky) said, “It is perceived that eating better means eating boring and tediously prepared meals. We wanted to break this perception with the new Quaker instant oats. With Kiara and Sidharth who are the quintessential millennial couple, we debunk the notions of eating better being boring. Presenting a great option for breakfast and beyond.”

    Talking about this partnership, Abridge Entertainment Ventures LLP founders Devanshi Sodhani and Aditi Kanakia said, “For a brand as strong as Quaker, we were looking for a couple who align with its core values. We realised Sidharth Malhotra and Kiara Advani are the perfect fit instantly. Their freshness adds to the richness of this legacy brand and broadens its appeal further.”

  • Flipkart’s extravaganza: Wedding guests steal the spotlight in latest campaign

    Flipkart’s extravaganza: Wedding guests steal the spotlight in latest campaign

    Mumbai: Flipkart, India’s homegrown e-commerce marketplace, has strengthened its position as the one-stop destination for every shopping occasion, including weddings, for millions of consumers across the country. Kicking off the new year on a high and celebrating the ongoing wedding spirit, the latest ‘Mauka jo bhi ho, bas Flipkart karo’ campaign aims at connecting with customers as they look to improve their style and gifting game. This message has been brought to life in a set of two ad films that showcase different wedding rituals celebrated across India, featuring brand ambassador and beloved Bollywood actor Alia Bhatt. The campaign bolsters Flipkart’s commitment to empowering every Indian’s shopping dream by delivering value while fulfilling every nuanced need – from everyday essentials and the latest gadgets, to wedding fashion wishlists.

    The film features a well dressed couple as protagonists who arrive at a wedding, only to bring shock and awe to everyone present with unexpected and thoughtful gifts – a smartphone and television to the couple. Through Alia Bhatt’s interjections and quirky engagement, Flipkart is revealed to be the reason behind their dapper look and gift selection – truly a one-stop shop for everything from fashion to electronics. This makes these wedding guests the star of the wedding, impressing everyone around them, especially Alia. The ad films close with the bride, groom and all the attendees revelling in the celebration with a ‘Mauka jo bhi ho, bas Flipkart karo’ jingle. From both these films, one message is absolutely clear – Flipkart is one of the chosen destinations for any shopping need for anyone!

    Speaking about the new campaign, Flipkart Sr director – marketing Pratik Arun Shetty said, “At Flipkart, our focus has always been on enhancing the shopping journey for every Indian. Our latest campaign, ‘Mauka jo bhi ho, bas Flipkart karo,’ embodies this ethos. The ad films featuring Alia Bhatt spotlights Flipkart as the ultimate shopping destination for all your needs. We are thrilled to start the new year by celebrating Flipkart’s role in empowering shoppers to shine during every special occasion with perfect outfits and thoughtful gifts. With this, we invite everyone to discover the convenience and delight of shopping on Flipkart for any event.”

    Leo Burnett Group executive creative director Mayuresh Dubhashi said, “Sure, weddings are all about the bride and groom, but that doesn’t mean the attendees can’t leave a lasting impression here and there. Our campaign explores the modern day definition of putting your best foot forward at occasions like weddings, whether it be through a style statement or through the perfect wedding gift. The film featuring Alia Bhatt, really exemplifies the joy and ease of discovering fantastic deals and latest products on Flipkart, making it the first choice for every occasion”

    Conceptualised by Leo Burnett, Flipkart has devised a 360-degree campaign with a judicious mix of channels to reach its dynamic set of consumers in multiple languages across demographics.

  • Amitesh Rao appointed as Leo Burnett South Asia CEO

    Amitesh Rao appointed as Leo Burnett South Asia CEO

    Mumbai: Publicis Groupe South Asia has announced the appointment of Amitesh Rao as the chief executive officer of Leo Burnett South Asia. In this role, Rao’s remit will include all operations of Leo Burnett India including Leo Burnett Orchard, across Mumbai, Gurgaon, Bangalore, Chennai, and rest of South Asia. In addition, he will provide oversight on Publicis Health and Publicis Business. The role will report into Anupriya Acharya, CEO Publicis Groupe South Asia and will work closely with Rajdeepak Das, chief creative officer, Publicis Groupe India and chairman, Leo Burnett South Asia.

    Leo Burnett India has been a premiere, creative powerhouse in the country, known for its iconic advertising and modern, human, and purposeful marketing solutions. Over the last many years, its meteoric rise and trailblazing performance on new business and new-age work has taken it to the top position.

    Rao, with his cross-disciplinary and cross-category experience from various leadership roles, remarkable track record on client businesses and wealth of expertise across technology, data and creativity has been handpicked to lead Leo Burnett South Asia into its next stage of growth and creative ambitions.

    An alumnus of IIM Bangalore, Rao comes with more than 25 years of leadership experience across advertising, marketing and technology entrepreneurship in gaming and simulation. He joins from McCann India where he was the executive director, heading North and West Operations. Prior to this, Rao has also held top positions at TBWA, Rediffusion, and JWT and in his advertising stints worked across markets with marquee clients such as PepsiCo, Airtel, Nestlé, Reckitt, Coke, Mastercard and Nissan.  His marketing and sales experience has been in the Telco and Data space with MTS and RPG.

    Publicis Groupe South Asia CEO Anupriya Acharya said, “I am delighted to welcome Amitesh Rao. We are in an age of constant invention and re-invention and in Amitesh, we found the perfect leader who brings both a thorough appreciation of the power of creativity in building strong brands and an intimate understanding and fluency in diverse languages of technology, gaming, data, and platforms. His easy demeanour and candid attitude are an added asset for clients, our teams and our Groupe’s Power of One agenda. I look forward to working with him.”

    Amitesh Rao said, “I look forward to leading Leo Burnett South Asia in an era where the confluence of technology and creativity is redefining the playing field. With its outstanding creativity and top accolades, a remarkable roster of blue-chip clients and amazing talent pool, the agency offers an incredible canvas. I hope to bring new perspective on client businesses, strengthen seamless solutions and look forward to accelerating growth for Leo Burnett and its clients.”

    Publicis Groupe India chief creative officer and Leo Burnett South Asia chairman Rajdeepak Das said, “Having built Leo Burnett South Asia over the last 10 years and making it synonymous with iconic, inspiring creativity that transforms brands and businesses, I am delighted to find in Amitesh a leader who resonates with LB’s ethos and brings with him strong and diverse experience that can take Leo Burnett South Asia to the next level of success and build on the agency’s stellar offerings. We all look forward to partnering him!”

  • Lenovo India’s new consumer brand campaign unlocks the power of tech

    Lenovo India’s new consumer brand campaign unlocks the power of tech

    Mumbai: Lenovo, the global technology powerhouse, has launched an all-new brand commercial as part of its recently released campaign with the primary objective of enhancing its preference among potential customers. The campaign showcases Lenovo’s range of products highlighting its key features.

    The campaign aims to integrate all of Lenovo’s consumer portfolios under its master brand – Legion, Yoga, and IdeaPad and establish Lenovo as a frontrunner in the realm of innovative technology in consumer minds. The campaign slogan “You’ll wish everything was a Lenovo” highlights Lenovo’s cutting-edge features like Smart Login with Infrared Camera, Military Grade Durability, and High-Performance Cooling with Lenovo Coldfront Technology.

    Lenovo India marketing director Chandrika Jain commented, “Our Masterbrand campaign signifies Lenovo’s commitment to Smarter tech to all. The underlying message is simple– once you have experienced Lenovo’s technology, there’s no going back. We aspire to be the go-to choice for consumers seeking top-notch features in their products”

    The campaign targets a wider audience, particularly Gen Z and millennials, to position Lenovo as a benchmark for exceptional performance and innovation in the mainstream tech category.

    “When it comes to really good tech, there’s nothing that beats Lenovo. So much so that once you’ve experienced Lenovo, there’s really no going back. And we used this truth to craft a fun, contemporary campaign around the rallying cry – You’ll wish everything was a Lenovo.” stated, Leo Burnett GECD Mayuresh Dubhashi.

    The campaign builds Lenovo’s consumer brand with a direct approach to gain preference and augment its premium market share.

    Customers can also avail an unbeatable opportunity to purchase a new Lenovo product or upgrade their existing one at a remarkable value with Lenovo’s Festive Offers. There are consumer-friendly EMI schemes, ten per cent cashback in partnership with select banks, and exchange benefits of up to Rs. 10,000. Also, for just Rs. 2,999, customers can secure a three-year onsite warranty, three years of premium care, and three years of Accidental Damage Protection.

    With this campaign and offers Lenovo will be able to build stronger recall among millennials and Gen Z audiences.

    Catch the latest ad films here:

    Lenovo Legion | Play it cool

    Lenovo Tab P12 | Juggle 4 tasks at once

    Lenovo Yoga | Unlocks in a jiffy

  • Doritos launches ‘Har Bite Mein Blast’ TVC for Doritos Dinamita

    Doritos launches ‘Har Bite Mein Blast’ TVC for Doritos Dinamita

    Mumbai: Igniting its bold persona, Doritos, a Nacho Chip brand, has unveiled a ‘detonating’ new TVC campaign to introduce its explosive new launch – Doritos Dinamita. The bold new introductions are seasoned with extraordinary flavours and deliver a big crunch in every bite.

    Drawing inspiration from its globally successful format, Doritos Dinamita has launched in two ‘explosive’ flavours – Fiery Lime and Chilli and Sizzlin’ Hot – which have been adapted and customised for the Indian palette. With this differentiated offering, Doritos aims to retain its leadership in one of the fastest growing tortilla chips market in the world.

    Bringing to life the snack’s ‘explosive’ format, the film features a bunch of campers who are stranded in the middle of nowhere but saved by the bold move of the youngest in the group. As the campers desperately wait to be rescued for over two days, they fail to get the attention of the chopper hovering over them. Just then, the youngest of the lot stumbles on the last packet of Doritos Dinamita in his backpack. Looking at the dynamite shape and explosive flavour of the chip, he has a ‘eureka’ moment. He crunches on the chip to create an explosion that diverts the chopper back to the campsite, successfully rescuing all of them.

    Speaking on the new film, PepsiCo India, Doritos, category lead Pranshu Sahni, “At Doritos, we have always our consumer at the centre of our communication, connecting with them through our innovative products and bold storytelling. While the all-new Doritos Dinamita perfectly embodies the boldness of the consumer it’s designed for, we wanted to amplify its crunch with a compelling narrative. Through our film, we’ve not only highlighted the ‘explosive’ nature of the product, but also our strong believe in bold self-expression.”

    Leo Burnett national creative director Vikram Pandey (Spiky) said, “New Doritos Dinamita is shaped like a dynamite and has a fiery taste, this gave rise to the idea of ‘Har Bite Mein Blast’. Our film dramatizes this idea in the brand’s signature style of humour. The film will be followed up with an extensive integrated campaign that will play up the blast aspect of the product.”

    Not limited to a TVC, the Doritos Dinamita ‘Har Bite Mein Blast’ campaign will be brought to life through a robust 360-degree surround campaign. Doritos Dinamita is available at Rs 20 and Rs 30 across all leading retail and e-commerce platforms in India.

  • Oreo and MS Dhoni ssshhhing a billion cricket fans ahead of World Cup, say “Don’t jinx it”

    Oreo and MS Dhoni ssshhhing a billion cricket fans ahead of World Cup, say “Don’t jinx it”

    Mumbai: The Men in Blue are once again going to begin their campaign to bring back the World Cup. As cricket frenzy takes over India this week, so do many rituals of Indians to help the team get what they want the most. And most times, by not talking about it. We all have a deep-rooted belief to never say a word, don’t jinx it till what you want to make happen, happens. Whether be it a new job offer, an examination outcome & most importantly winning in cricket.

    Oreo & MS Dhoni have come together again to help Team India get what they want the most. Last year, Oreo had launched again in a bid to bring back the cup, like in 2011, and while we reached the semi’s, the job remained unfinished. This year, Oreo & Dhoni take on an even more playful note simply evocating people to not jinx it, building a counter-culture view to get a billion cricket-crazy fans go “shhhh” ahead of the biggest cricket tournament there is.

    With Dhoni on its side, Oreo has taken a playful spin on this nuance that is deeply entrenched in our culture. The brand has launched a new campaign partnering with Dhoni again for this World Cup season. To capture the attention of the audiences in a quirky yet impactful manner, the campaign is launched in a first-of-its-kind breaking news format featuring Dhoni on prime news channels. Set on the stage of a cricket news show, the film opens with Expert Panelists on the set discussing India’s performance and chances of winning the World Cup 2023. Right then, Dhoni unexpectedly walks in and hijacks the show. His simple sermon being, ‘Oreo & he believe that no one should talk about India’s chances, till the end, till we actually get the cup’. He encourages all viewers to follow the “Oreo Bola Mat Bol” ideology. Wait till we actually get it!

    To build on the excitement with cricket further, Oreo will drive contextual communication on Hotstar during the World Cup. Also, to connect with the audience in real-time, Oreo is capitalising on moment marketing with relatable content while matches are on. The #OreoBolaMatBol frenzy has already caught on with cricket fans, memes, and fan pages and consumers are resonating with the belief of not jinxing India’s chances of winning the Cup.

    Speaking about this campaign, Mondelez India VP- marketing Nitin Saini said, “Following the same thought as last year with our #BringBack2011 campaign that introduced our playful version to take India to the finals, we are yet again bringing together the nation with a nostalgic and relatable twist with ‘Oreo Bola Mat Bol’ campaign. The campaign brings the nuances of watching cricket and supporting India during the nail-biting matches and aims to influence the loudest and most passionate cricket fans in the world to stay ‘silent’ about India’s performance during the most important tournament. Just like every Indian, I have followed these stereotypes over the years and the effort to un-jinx this year’s game by simply not talking about it is something I am sure we have all done or experienced in the past. We are once again partnering with everyone’s favourite, MS Dhoni, who has effortlessly brought this idea to life.”

    Dhoni said, “OREO has always found the right angle to take, which is not only playful but also fits in seamlessly with India’s love for Cricket. As an athlete or sports fan, we all have certain things that we do— consciously or unconsciously, which we believe can help our favourite team win. Trying to not jinx a win by not talking is a common one but Oreo has once again brought this live in the most relatable way. It’s been fun to bring this to life with OREO just in time for the World Cup!”

    Along with the TVC, the brand has also created several activations for the duration of the World Cup, as well as shorties for the digital streaming platforms.

    Leo Burnett group executive creative director Mayuresh Dubhashi said, “The biggest cricketing event, the World Cup is back. And so is Oreo along with M.S. Dhoni. And this time around, we are not going to say anything at all – #OreoBolaMatBol. Because of our deep cultural belief that we don’t talk about the thing that we want the most. And we all want that one particular result out of this Cup, don’t we? We are launching a disruptive multi-platform campaign that’ll run the course of the tournament with many innovations, many firsts with the hope that the country joins us in this belief to help better our team’s chances.”

    Wavemaker India chief client officer and office head, North, West and East Shekhar Banerjee said, “We are strategically choosing our message and media. While many brands may express the belief that “India will win,” we are encouraging our audience to avoid excessive optimism (or negativity) with the hashtag #OreoBolaMatBol. Whether they are engaged in cricket-related platforms or consuming content related to cricket, we will remind India to embrace our motto of #OreoBolaMatBol to ensure we do our bit to send good vibes and avert bad vibes for Team India over the next two months.”

  • Gatorade launches ‘Sweat Makes You Shine’ campaign with Hardik Pandya

    Gatorade launches ‘Sweat Makes You Shine’ campaign with Hardik Pandya

    Mumbai: Gatorade, PepsiCo India’s iconic hydration brand, has made a marquee announcement to launch its first television commercial in a decade in India. This eagerly awaited campaign, titled ‘Sweat Makes You Shine,’ features youth icon, Hardik Pandya.

    The ‘Sweat Makes You Shine’ campaign is set to captivate audiences nationwide with its powerful message on the significance of hydration in contributing to achieving great performance. The campaign emphasizes Gatorade’s commitment to inspire young individuals to lead active lifestyles and reinstates the important role hydration plays in helping them unlock their full potential.

    In the compelling film, we witness the inspiring journey of Hardik Pandya illustrating that true success only comes when your talent is amplified with sweat and hard work.  As he’s hailed ‘Man of the Match’ for his extraordinary talent, a bead of sweat on his forehead takes us back to the scenes of his tireless training – each moment a testament to his persistent commitment and sweating it out to achieve his goals, bringing out the fact that it is his hard work and sweat that makes his talent shine. Throughout, Gatorade stands as his unwavering companion, helping him hydrate and propelling him forward. Hardik accepts his honor and acknowledges that it’s his sweat and hard work that magnifies his talent, echoing the importance of preparation and Gatorade’s role in keeping him hydrated.

    Speaking on the campaign, PepsiCo India associate director – energy & hydration Ankit Agarwal said, “Backed by GSSI (Gatorade Sports Science Institute), Gatorade has consistently been at the forefront of hydration, delivering athletes and people with active lifestyles the essential means to enhance their performance through consistent replenishment. With our latest campaign, we hope to inspire professional athletes or anyone who enjoys an active lifestyle to keep pushing the limits and stay hydrated in their fitness journey with Gatorade.”

    Commenting on the campaign, cricketer Hardik Pandya, who is exclusively managed by RISE Worldwide, said, “I strongly believe in the transformative potential of hard work, unwavering determination, and putting in the effort.  With this campaign alongside Gatorade, I aim to emphasize the importance of these principles to my fans, reinforcing the value of dedicating oneself to working harder and, in turn, maintaining peak performance through consistent hydration.”

    “As an athlete, there is no short cut to success – it takes dedication, hard work and discipline to outshine. Our campaign spotlights Gatorade as the perfect partner to help you keep pushing your limits in this journey to success. And who better than Hardik Pandya one of the most successful and iconic sports personalities to bring home this message.” said Leo Burnett CEO and chief creative officer – South Asia Raj Deepak Das.

    Gatorade’s new campaign will be amplified through a 360-degree campaign across television, digital, outdoor, and social media. Gatorade is available in three variants – Blue Bolt, Orange, and Lemon at 250 ml @Rs 20 and 500 ml @Rs 50 – both in traditional and modern stores and through leading e-commerce sites/ apps.