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Tag: Leo Burnett

  • Valvoline has adopted a digital-first marketing strategy: MD Sandeep Kalia

    Valvoline has adopted a digital-first marketing strategy: MD Sandeep Kalia

    Founded in 1866 by Dr John Ellis when he discovered the lubricating properties of distilled crude oil, Valvoline oil – the world’s first petroleum-based lubricant was officially trademarked in 1873.  With such a historic legacy backing it up, Valvoline has been a key part of the global landscape ever since and this role is at the centre of its latest ‘Original Motor Oil’ campaign.

    Valvoline Cummins Pvt Ltd (VCPL) has recently launched its TVC, ‘Baccho Jaisa Junoon’, conceptualised by Leo Burnett, to celebrate its child-like passion to stay original, innovate and stay ahead of the curve while maintaining its 150-year old legacy.

    IndianTelevision’s Anupama Sajeet had an extensive conversation with Valvoline Cummins Pvt Ltd managing director Sandeep Kalia who steered the company right from its onset days in India in the 1990’s. Kalia talked about how the engine oil company’s marketing strategy and media mix has undergone a nearly 360-degree reversal during the pandemic and turned to digital-first. From not being known as a “consumer-first category,” the brand is now reaching out extensively to its customers through digital marketing and social media channels, in a bid to connect directly with them.

    Edited excerpts:

    On Valvoline India’s aggressive marketing strategy during the pandemic

    Valvoline Cummins has always concentrated more on its long-term vision. Over the last one year, all efforts of our teams and channels have been directed on how to reach out to our customers during such a difficult time. It was not only to do business but about understanding their needs, and their wellbeing. We launched several small, digital campaigns on staying safe, and also how to maintain their vehicles during lockdowns, because vehicles have typically been standing for months. We gave tips to our consumers, who were running CV vehicles, or trucks, tractors, cars or bikes, on ensuring their proper maintenance. We connected with them with much greater rigour via video calls, vocal interactions checking on their well-being, while also educating them- all of this was to ensure that the connect with our customers is long term.

    Hence, when the markets opened up around October 2020, we saw a lot of rewarding customers come to us. And that’s when we thought it will be a good time to launch a new campaign. That’s how the two campaigns came about. For this latest one, we wanted to start absolutely afresh, so we started with the global campaign on ‘the Original engine oil- stay original’ and went ahead and launched the ‘Baccho Jaisa Junoon’ campaign.

    On dealing with the multiple Covid waves

    During both the waves, the industry has been badly hit by recession- not just ours, but every other industry. We saw profits falling as vehicles were not running, nearly all across the lubricant industry. Looking back, the recovery was pretty strong after the first Covid wave, around last October which continued till March this year, although there were revenue losses. But the second wave hit closer home- our channel partners, our employees and our customers, all were affected and cash management was tighter because people wanted to retain cash with them. This was the main difference between wave one and two. Now, even though markets are opening up- especially in the regions where restrictions have eased- they are still not up to the levels where it was pre-pandemic. However, one can say about 80- 85 per cent recovery has happened.

    -On the latest campaign ‘Baccho Jaisa Junoon’

    The brief given to Leo Burnett was simple- how do we best convey the brand’s 150 year plus legacy, while also stressing on our passion to continuously innovate. So the ‘Baccho Jaisa Junoon’ concept went very well with the theme that we were talking about- that Valvoline does not shy away from dirtying our hands, being innovative and full of curiosity. That this is a company which has been standing tall for the last fifteen decades, and our backbone for success has been this passion or junoon for continuous innovation in each and every employee we have at Valvoline.

    – On the brand’s marketing strategy & media mix

    If you look at our industry, this is not a consumer category- we have a lot of retailers which sell spare-parts shops and mechanics who are the big influencers in the industry. And finally, are the consumers. Our research found that TV news channels and GECs are very much part of the viewing habits of retailers and mechanics, so we’ll definitely continue with it. Print has not been much in the mix earlier as well, as there wasn’t much returns on it.

    But, now as we want to reach out to more consumers and talk to them about our heritage and vision, we have to go the digital way. In the next coming weeks, we will go big on digital platforms in tune with our larger emphasis on the light-duty vehicle category, such as motorcycles and cars as compared to the heavy-weight category comprising trucks and tractors.

    -On the impact of the pandemic on the brand’s media plan

    Primarily, the difference in pre and post pandemic strategy is that now we are trying to use more and more platforms to go digital- Moving from the traditional TV channels to catching up with the many new OTT platforms that have come up- how do we engage with them, how do we ensure good content which is meaningful for the brand as well as consumers see value in them. Till last year, our ad-spend was 60 per cent on TV and 30-40 per cent on digital. This year, with our focus on digital, it looks like it will be vice-versa.

    Valvoline has adopted a digital-first strategy both in terms of content creation and media mix from a continuous engagement point of view. Today, our consumers across the chain are connected on various digital platforms via smartphones, hence it becomes imperative for us to have a robust digital approach. Our digital media contribution in the overall media pie is 1.5x-2x that of our competitors.

    However, from an overall media mix perspective, TV plus Digital, and retail visibility remain our pivots. The pandemic sure skewed our digital investments a bit more, and our efforts our social and search platforms have gone up vis-à-vis pre-pandemic times. For new campaigns of course, TV continues to be the largest reach builder.

  • Leo Burnett bolsters strategic planning team with new appointments

    Leo Burnett bolsters strategic planning team with new appointments

    Mumbai: Creative solutions agency Leo Burnett India on Wednesday announced new appointments to bolster its strategic planning team. Mittu Torka and Bonnie Michael are named executive vice president – strategy in Mumbai and Ankit Singh is elevated to executive vice president – strategy in Delhi.

    Michael comes with two decades of experience across FMCG, finance, technology, auto, and hospitality. He specialises in providing strategic solutions to brands and organisations, and helping them engage with their audience, to improve their customer experience in an effective manner.
    Torka has worked in markets across India and Southeast Asia and her experience ranges from online platform development, customer lifecycle management to crafting brand narratives and go-to-market strategies. She has worked on marquee brands like Samsung, Coca-Cola, Guinness, Huawei, OLX, General Mills, and Mead Johnson over the course of her career.

    Singh has been with Leo Burnett for the past years and has over the years successfully built brands, high-performance teams, and businesses for the agency. He has been instrumental in leading the agency’s Delhi strategy team and integral to the multi-fold growth we have seen in our Delhi office, in the last three years.

    “At Leo Burnett India strategy has always been core to building success for client’s businesses,” said CEO & chief strategy officer – South Asia, Dheeraj Sinha. “Mittu and Bonnie both come with valuable knowledge and experience having worked across diverse sectors and some of the best-in-class brands. Their addition to the planning team will only help us sharpen our thinking and output on our businesses.”

    “Ankit has been a valuable part of the Leo Burnett planning team and this promotion is not only well deserved but also a testament to our commitment to nurture homegrown talent. I am looking forward to seeing how each of these talented planners is going to create magic for our clients,” Sinha added.

  • Leo Burnett elevates Chaka Sobhani to global chief creative officer

    Leo Burnett elevates Chaka Sobhani to global chief creative officer

    Mumbai: Leo Burnett has promoted Chaka Sobhani to the global chief creative officer, where she will be representing Leo Burnett on a global stage.

    She will also be responsible for evolving the Publicis Groupe network’s creative standards, as well as recruiting and growing the next generation of creative talent, with a focus on diversity and inclusion, said the agency on Friday.

    Sobhani will also continue to hold the post of a chief creative officer at Leo Burnett London, a position she has held for the last five years, even as she takes over global responsibilities. With this promotion, Sobhani will replace Liz Taylor, who will exit the agency two years after joining FCB. She will continue to be based in London and will oversee creative leadership at the London agency in addition to her global role.

    During her time with Leo Burnett, Sobanhi has overseen work including several highly-praised campaigns for McDonald’s. Before Leo Burnett, she worked at Mother and before that spent ten years in the TV industry, including setting up the first in-house agency at broadcaster ITV.

    Leo Burnett USA, CEO Andrew Swinand said in a statement: “Chaka puts the ‘human’ in HumanKind. You can feel it in every part of her work and her tireless dedication to championing and including diverse voices and people in our industry. Chaka’s pride in our brand is immense, as is her passion for breakthrough creative and enduring client relationships. She’s a cultural titan in every sense and a Burnetter through and through.”

    Sobhani said, “I’m truly honored to take on this mantle, working closely with all our global CCOs and ECDs to push for even greater creative excellence at Leo Burnett around the world and bringing in the next generation of talent from different backgrounds.”

  • #Decision2Protect: HDFC Life features policyholders, in their own words

    #Decision2Protect: HDFC Life features policyholders, in their own words

    NEW DELHI: HDFC Life has launched the #Decision2Protect, a customer testimonial-based campaign that intends to showcase the need for term plans through the stories and experiences of the policyholders, narrated by the policyholders themselves.   

    As part of its research activity, the company connected with existing policyholders to understand their reasons for choosing an HDFC Life term plan. This exercise not only offered insights but also brought to the fore powerful stories, which are relatable to a larger audience, which in turn created the foundation for the testimonial campaign.  

    Conceptualised by Leo Burnett, the creative has been produced by The Content Factory and directed by Ateet Chadda. 

    Leo Burnett MD – India & CCO South Asia Rajdeepak Das said, "What the past one year has taught all of us is that life is full of uncertainties. But with a little bit of foresight we can overcome any unforeseen setbacks. HDFC Life’s new #Decision2Protect campaign explores such real life examples of people who ensured that their loved ones are able to tide over any eventuality that might come their way. And more importantly, it tells that all-important message that a small decision can go a long way in ensuring that our families are always protected."

    HDFC Life senior EVP (sales) & CMO Pankaj Gupta said the campaign is centred around policyholders who believed in and benefited from its life insurance products – sharing their thoughts about how the product worked and enabled them to continue living their lives fully, despite the uncertainties that they faced.

    “These powerful themes are universal and we feel confident they will resonate with the larger community. While the concept of term life insurance is quite well established, not everyone acts in a timely manner or benefits from the product. We take it as our responsibility to create greater awareness that enables individuals to take the decision to protect at the right time. The Covid2019 pandemic has impacted millions of lives bringing about an even greater sense of uncertainty. It has made every individual with financial responsibilities realise the need for protection for self and family. And that is what term life insurance provides. It acts as a safety net for the family and protects them against the uncertainties of life,” he added. 

     

  • PharmEasy continues marketing blitz with three new commercials

    PharmEasy continues marketing blitz with three new commercials

    NEW DELHI: PharmEasy, the online medicine and healthcare ordering app, has launched a new three-film campaign called ‘DanceEasy’, which reiterates that ordering medicines on the platform is so easy that it will make one dance. The campaign has been conceptualised and created by Leo Burnett India.

    The platform has always aimed to make the complicated world of medicines as simple as possible. Taking forward its ‘take it easy’ narrative, the campaign addresses the top three consumer apprehensions where medicines are concerned – value for money, availability and getting genuine medicines.

    Each film in the DanceEasy campaign addresses a consumer concern along with a wacky dance step to the catchy tune of the famous number – Urvashi. In every film, the consumer’s strife has been creatively depicted as a dance form.

    Saumil Parekh, vice president marketing, PharmEasy, said, “We thought of conceptualising short advertisements that would not only build a connection with our audience but do so in an engaging and fun manner. Our aim was to show how easy ordering medicines can be with PharmEasy, and the before and after versions of these dance forms is our way of depicting that. PharmEasy has always focused on being a customer-centric brand, and we have tried to highlight the problems that customers face when shopping for medicines on a regular basis, and offer a simple solution for the same.”

    Vikram Pandey, national creative director, Leo Burnett said, “PharmEasy’s music track — a rehashed version of Urvashi — is a great brand asset and helps break clutter every single time. For this campaign, we used it to challenge offline medicine buying behaviour. We turned each pain point into a dance form – so roaming from shop to shop in search of prescribed medicines became bhatak nritya, expensive medicines became kharchnatyam and so on. The films are funny yet memorable, we are confident this campaign will help build the brand narrative further.”

    The brand is competing in an extremely competitive market that includes players such as 1mg, MedLife, Amazon Medicines, NetMeds and several others. Most of these companies are heavily funded and have been going for big marketing campaigns to acquire audiences. PharmEasy has been advertising across big ticket properties such as Indian Premier League and ICC World Cup 2019.

    The brand also recently appointed Gaurav Verma as CMO. 

  • Why Medimix decided to partner KKR for Dream11 IPL

    Why Medimix decided to partner KKR for Dream11 IPL

    NEW DELHI: Herbal soap brand Medimix has opened its innings as the official SkinFit and hygiene partner of two-time Indian Premier League (IPL) champions, Kolkata Knight Riders. The brand logo is present on the team’s trouser and will be there throughout the series including the league matches and final matches.

    Medimix is giving utmost importance to the players’ health and hygiene by providing hand sanitizer dispensers – thereby ensuring a safe, germ-free environment for the team.

    The company has recently forayed into the handwash and hand-sanitizers category, and believes that its stint as an IPL sponsor will give it better reach since cricket cuts across customer demographics.

    Medimix has a strong presence in the east and south India.  West Bengal is one of the key markets for them and hence the brand decided to back KKR.

    “The association fits well with the business strategy to augment the brand awareness leading to business growth in the eastern markets. We are confident that we will be able to unlock the full the potential of this relationship,” explains Cholayil head of marketing Ashish Ohlyan.

    Covid2019 created an opportunity for the brand to expand its product portfolio and add handwash and sanitisers to it. Earlier they were mostly focused on bathing soaps related products.

    Medimix has released separate ad films for both sanitisers and handwash. The social media campaign with the message 'Ab har situation keliye skin fit bane' (Get #SkinFit for any situation) showcases a young woman acknowledging the new world order post the pandemic, and reinforces the idea of keeping your skin safe and fit, not just indoors but also outdoors when it is exposed to germs, dust and pollution. She uses the sanitisers to ensure her safety. The campaign is conceptualised by Leo Burnett India.

    Recently, the brand also released another ad for its handwash category where it showcases a young man returning home after office but is unable to hug his daughter as the latter asks him to first wash his hands using the Medimix hand wash.

    Medimix attempts to maximise its social media presence in an outreach to customers seems to be paying dividends. Ohlyan shares, "The campaign #Skinfit received appreciation from various stakeholders. In fact, the digital affinity such gave good results that we compiled some of these comments and released a full-page newspaper ad to showcase our digital media prowess.”

    He elaborated that the brand’s core target audience is growing: it’s a mix of traditional and new-age shoppers, mostly from the young and mid-generation, who seek ayurvedic products for their au naturel lifestyle. “This audience has lack of time and patience and seeks faster results from the products that they use,” adds Ohlyan.

    Due to the pandemic, people have become more conscious of their health and hygiene, which has resulted in a driving demand for personal care products. A drastic shift towards herbal or ayurvedic products has also been observed owing to growing awareness regarding benefits of organic goods.

    A media report says that the personal care market in India has been pegged at Rs 18,400 crores, largely dominated by soaps, while the market estimate for handwashing soaps stands at Rs 8,000 crore.

    According to Ohlyan, the personal care segment is playing a big role in the brand’s expansion phase.

    "When the lockdown was imposed in the country to curb the virus, the company faced logistic issues in the initial days. But, in the last few months, we have been able to recover and have shown a positive result in the first half and we are all striving towards keeping the momentum going so that we end the financial year with vigorous growth,” he says.

    Medimix has not only retained loyal consumers but also attracting newer ones as the brand is constantly reinventing through the innovative marketing mix, adds Ohlyan. The brand will be launching new products like face wash, body wash, etc. to attract new-age consumers. He elaborates: “While conscious urban consumers are driving the growth of the natural segment, rural consumers are not far behind, they are shifting from unbranded or homemade products to these.”

    Medimix has been advertising across different mediums and understands that one medium alone can’t provide all the reach needed and it is important to mix-match all consumer touchpoints to communicate with the consumers. Ohlyan explains: “You have to break down barriers between channels, and uniformly empower the consumer and engage them. The choice of media and the proportion of spends for these mediums varies depending on the affinity these mediums have with our target audience.”

    However, the company refused to answer about the sales figure it is aiming at in the hand sanitizer category, maintaining the line that these are early days and the product has just been launched. “The initial response is good and we aim to further build the awareness through KKR association and various other media activities.” 

    "For a brand to survive and stay relevant to the current age, it must reinvent itself and its offering to suit the evolving needs of the consumers,” believes Ohlyan.

    Brand Medimix has been in the market since 1969 and offers a wide variety of products to the consumers including – Medimix, Cuticura, Krishna, Thulasi, Sadayush, Dr Sidan’s and others.  

  • Medimix forays into handwash category

    Medimix forays into handwash category

    NEW DELHI: Handwash brands have been making a merry this year as the Covid2019 induced pandemic has increased the health and hygiene concerns for the people. They are following the handwash protocols strictly than ever and this has increased the need for the handwash and soaps in the market.

    Starting March 2020, when PM Modi announced the first lockdown in the country, several big and small brands have forayed into this category. The market, since then, has widened, become competitive and so has the distribution expanded with it.

    Amid this, Medimix, a leading player in the soap category, has unveiled a new campaign marking its foray into the handwash category with the launch of its new product Medimix Ayurvedic handwash.

    The campaign captures the current situation where the pandemic has put personal hygiene and care in the spotlight and along with it the benefits of using natural products.

    The film focuses on the product's proposition of protection and care. The campaign rides on insight that while India is washing hands more often than ever, they tend to do so with harsh chemical based washes, which end up harming the quality of their hand skin in the long run.

    The TVC highlights how the Medimix handwash not only protects hands against germs, but also plays the role of ‘healer’, by nourishing the skin as well. The campaign is supported by digital media.

    Leo Burnett India national creative director Sachin Kamble said, “Leveraging Medimix’s heritage, its Ayurvedic handwash brings the trusted solution of natural ingredients which protects the skin against germs and any kind of damage. Our campaign brings this message forth with a simple but impactful film.”

     Cholayil head of marketing Ashish Ohlyan said, “Being one of the biggest Ayurvedic personal care brands worldwide, we wanted to offer a handwash which doesn’t have to rely on harmful chemicals for germ protection. The task was to communicate this differentiation in this hyper active category in a simple but convincing manner. We feel that the new campaign is doing that just right by clearly highlighting the product benefits.”

    Media reports say that the personal wash care market in India has been pegged at Rs 18,400 crore, largely dominated by soaps and the market estimate for handwashing soaps stands at Rs 8,000 crore.

    Cholayil has a big portfolio – Medimix, Cuticura, Krishna Thulasi, Sadayush, Dr Sidhan’s.  They have always had a strong presence in soap and bathing bars and this is the first time they are getting into the hand wash category.

    Medimix has always been a big advertiser and been present on different platforms.

  • CarDekho focuses on personal mobility in its new spot

    CarDekho focuses on personal mobility in its new spot

    NEW DELHI – CarDekho has launched its newest TV campaigns ‘The everyday hero’ championing the cause of personal mobility.

    As people have got accustomed to the new normal after the Covid2019 induced lockdown, there is a growing preference for personal mobility. An owner-driven car offers a more controlled environment and limited exposure to the outside world. The new campaigns reiterate this by showing how a vehicle keeps a frontline worker safe as he responds to the call of duty and at the same time provides peace of mind to his family members.  CarDekho aims to partner in people’s journey towards personal mobility.

    The campaign has been created by Leo Burnett India. 

    The film depicts a safe commute for all those who are leaving the safe haven of their homes for duty. It is a heart-warming story depicting a retired doctor who decides to resume his duty against the wishes of his family. The family soon realizes that while they cannot challenge the doctor’s invincible spirit; they can definitely help him stay safe by buying him a car that limits his exposure to public transport thereby underlining the message of safety and security. The new campaign will be released across digital and electronic media. This will be followed by a festive campaign, which will further showcase the brand offerings. 

    The film captures how the frontline worker, be it a doctor, police, or delivery support perform their duties in such trying times with their trusted two-wheelers partner. At BikeDekho, consumers can compare the prices, get expert reviews about the bikes and avail the best offers and discounts, thus making them the trusted personal mobility partner in their journey.

    Read more news on CarDekho

    Furthering its aim to become the country’s trusted personal mobility partner, CarDekho has associated with Rahul Dravid, the legendary former Indian cricketer, and captain. Also known as The Wall, Rahul Dravid will testify the ease and simplicity of buying a new car through CarDekho. Consumers can compare cars, check expert reviews, and get best offers, suitable to their preferences. The teaser is live on Hotstar and the campaign is all set to be launched during the week of Diwali.

    CarDekho CMO Gaurav Mehta said, “Consumer behavior has shifted and personal mobility and a trusted mode of transportation have taken center stage. Since commuting is unavoidable, everyone wants a trusted and secure means of personal mobility.

    Rahul Dravid embodies Trust and Security for all Indians and constantly motivates us to dig in for a long and successful inning, despite overwhelming odds. His team-centric performances inspire us to collectively push towards success. We are honored to partner with him and inspire people to take their destiny in their own hands. CarDekho aims to become a personal mobility partner to every Indian in their journeys ahead.”

    Read more news on Gaurav Mehta

    Speaking about the campaign, Leo Burnett MD – India & chief creative officer, South Asia  Rajdeepak Das said “With the current situation dictating personal mobility as one of the key measures for safety. And online car buying has seen a major boost. The good news is with the new behavior CarDekho is becoming the first choice for most buyers. Having one of the finest Indian cricketing legends, Rahul Dravid on board as our brand ambassador further cements our relationship with the audiences.

    We are working with CarDekho and Rahul to create a new blueprint for the car buying process and establish itself as the most trusted and preferred partner for new buyers. We can’t wait to create some magic with both these powerhouse brands.”.”

  • Colors’ Bigg Boss promises to give a befitting reply to 2020

    Colors’ Bigg Boss promises to give a befitting reply to 2020

    MUMBAI: The year 2020 has been the most trying and difficult year for humanity in the recent past. From everyone getting exiled within their homes to embracing uncertainty, we are living in the new normal. As we all look forward to the first rays of a restart, the new season of Colors’ reality show, MPL presents Bigg Boss powered by Dabur Dant Rakshak Ayurvedic Paste and TRESemmé will hopefully change the course of events and bring back normalcy into our lives. Featuring a great mix of contestants and bringing back the magic of the inimitable host, Salman Khan, the new season of Bigg Boss promises to be packed with drama, thrill, and excitement. Through the new brand campaign, Bigg Boss Dega 2020 Ko Jawaab , Colors is set to give viewers a peek into the regular life through various innovative engagements. Bigg Boss will premiere on 3 October 2020 at 9 pm and air Monday- Friday at 10.30 pm and Saturday-Sunday 9 pm on Colors and before TV exclusively on Voot Select.

    Conceptualised by advertising agency Leo Burnett, the campaign highlights how this year has robbed us of our freedom, limited our entertainment avenues, and forced us to live in a confined environment without actually being able to enjoy the normal aspects of life. But the new season of Bigg Boss will serve as an antidote to the viewers’ humdrum and fuel their lives with unlimited entertainment, drama, and emotions. The promos of the show have also been interestingly shot and they showcase Salman Khan mopping the floor resonating with everyone’s sentiment of being caught up with daily household chores. In the next one, he is seen sitting in a theatre relishing popcorn while watching a movie signifying that 2020 might have put a brake on our entertainment outings but Bigg Boss will give it a befitting response by bringing Manoranjan back into our lives. In the recent promo, he is seen depicting that Bigg Boss will break the chain of monotony and boredom and set the ball of entertainment rolling once again.

    Read more news on Bigg Boss

    Viacom18 Hindi mass entertainment & brand solutions marketing & digital head Sapangeet Rajwant said, “Bigg Boss is one show that over the years has brought the viewers together and been the most sought after entertainment reality show. With an unprecedented disruption and uncertainty looming of when things will improve, we wanted to evoke a sense of normalcy through the campaign and give a befitting response to all the challenges that 2020 has put us through. Taking into consideration the shift in the marketing paradigm, we have also pivoted our promotional strategy to generate maximum talkability and engagement. By creating different zones in the Bigg Boss House, like a movie hall, mall, spa, and dining area , we have magnified the theme of the show, Ab paltega bhi scene, kyunki Bigg Boss dega 2020 ko jawaab. It also allows us to further our brand engagement and strike a better consumer connect.”

    Leo Burnett chief strategy officer south Asia & MD India Dheeraj Sinha said: “2020 has been a difficult year thus far. The word ‘unprecedented’ has made its way all the way up the charts. In these times, what people need in their lives are predictable anchors – familiar things and a part of our lives. Bigg Boss is one such pop-culture event in India. It has been a show that’s given us much entertainment and conversation material over the years. The unveiling of this season of Bigg Boss is not just an unveiling of yet another show, it is a statement that we are standing up to adversity and ready for a change of scene. Moreover, in terms of the sheer package, this year’s show is designed to be even more entertaining, a befitting reply to all the drama that this year has subjected us to. Just that in the case of Bigg Boss , this is the drama that we are eagerly looking forward to. The launch campaign this year, captures this sentiment of a comeback.

    Read more news on Colors

    Leo Burnett national creative director Sachin Kamble said: “This year, the challenge of creating a campaign for Bigg Boss , felt even bigger. But we knew if we ended up doing something that helped people feel positive about themselves and life, we would have done the correct thing for the show as well. As a result, we knew we had to upturn the scene altogether.”