ITV

Tag: Mauka Mauka

  • Star Sports clicks with its ICC Championship promos

    MUMBAI: How do you better what you did the previous time? That was the question on top of the Star India creative communications’ team’s minds when they were conceiving the new promotional campaign for the upcoming ICC Champions Trophy 2017. The 2015 Mauka Mauka campaign was a runaway hit, spawning thousands of me-too pieces of video clips from users, viralising the idea like a raging bushfire.

    From the brainstorming at the Star Sports network emerged the #championskaWorldCupcamapaign which has seen a clutch of promos including the ‘World Cup wali feeling’,‘Har Koi Dekhega’ and ‘Matrabhasha’ being launched which have been airing across its channels and on digital platforms. And the campaign which has been on for the past two months has got sufficient traction on its YouTube outlets.

    But the latest challenge was how to build further hype around the 4 June Group B match between India and Pakistan at Edbagston in Birmingham in good old Blighty which it will be airing live.

    “The ICC Champions Trophy is the biggest cricket tournament of the year and, with an India-Pakistan match, every cricket fan will tune-in no matter which side they cheer for. The passion, pride and enthusiasm that an India-Pakistan match draws from fans is unmatched around the world,” says a Star Sports spokesperson.

    And that feeling has been encompassed into the one-liner #SabseBadaMoh which has been spun off into a promo. It is a take on the allure, the magnetism and the huge-audience pulling draw that an Indo-Pak conflict between the cherry and the willow on the field has. Every time the two nations go into battle, more than a billion hearts on both sides of the border beat faster, praying that one will best the other.

    The #SabseBadaMoh promo been playing out on the Star India network and on various digital platforms promoting the clash.

    The results have been impressive, say company officials, with more than 30 million users being reached, and viewing of the film crossing 7.5 million times across YouTube and Facebook. The average viewing time on the google owned streaming service: 66 seconds. Shares and engagements on Facebook have also been noteworthy standing at 45,000 and 160,000 respectively. Finally, relevant content around the “MOH” narrative has worked extremely well in delivering more than 1.3 million engagements on Cinema graphs, Graphics relating to trending topics, Carousel ads.

    And while that is celebration time for the Star Sports creative comms team, what is the film about. Let’s take a look:

    It basically showcases how a fan can willingly abandon any materialistic possessions and desires to attain moksh but cannot give up a chance to watch the cricketing action between India and Pakistan.

    Set in scenic Ladakh, the film opens with a monk reading a story in a newspaper about a young businessman giving up his worldly possessions. Soon after, he sees the same man, dressed in a suit, stepping off a helicopter and walking towards the monastery. The film cuts to the man in various facets of his life, parting with his treasured belongings. Even after achieving all the success in the world, something is amiss in his life and he embarks on a quest to attain moksh.

    At the monastery, the man is on the threshold of embracing the life of a monk starting with shaving-off his head, when a gust of wind flips a newspaper with the headline – India vs Pakistan clash at the ICC Champions Trophy on 4 June. Next we see that,the man races out of the monastery, to catch the most-awaited match of the year between India and Pakistan.

    Ending on an emphatic note, the film states – “Yeh moh kabhi nahi chhutega.”

    Industry observers point out that the core message of the promo is tapping into what young India is feeling today. Says one of them: “India is going through a massive reinvention exercise today. Many young Indian people are torn between idealism and living in reality – self realization vs materialism. This has further emerged in the Modi era where anyone can get rich quickly courtesy his government’s policies. So the #sabsebadamoh promo has clearly tapped into this sentiment of spiritualism vs living in the world in a rather lighter vein. Hence, it should continue to appeal to the youth.”

  • Star India’s ‘Mauka Mauka’ and Iss Pyaar Ko Kya Naam Doon – Ek Jashn shine at Abbys 2016

    Star India’s ‘Mauka Mauka’ and Iss Pyaar Ko Kya Naam Doon – Ek Jashn shine at Abbys 2016

    MUMBAI: Star India was one of the few broadcasters to emerge with glory at the 11th edition of Goafest 2016 with 20 metals to its name. Its biggest success story was the extremely popular campaign ‘Mauka Mauka’ that the channel had done in-house for the ICC Cricket World Cup 2015. The catchy jingle not only became a nationally trending conversation piece, but also won the network gold in the Broadcaster category at the Abbys. Apart from the gold, the promotion also won three silvers in media and creative Abby.

    Star India’s flagship show Iss Pyaar Ko Kya Naam Doon also claimed a bronze for making the best TV Fiction Promo for its rebooted mini-series version on Hotstar – Iss Pyaar Ko Kya Naam Doon – Ek Jashn. The promo was successful in sparking nostalgia as well as creating a superb buzz around the popular show, as also inviting TV fans of the show to turn to their OTT platform Hotstar to enjoy the webseries.

    The channel’s promotion for its ongoing prime time show Siya Ke Ram was also felicitated with a silver medal in the media field. Siya Ke Ram – Dhanush Yatra bagged the silver for best use of Special Events & Stunts/Live Advertising.


    The network bagged a total of six silvers including three in media, two in broadcaster and one in creative categories with Mauka Mauka winning three silvers for best use of digital as a medium; best use of Social Media and for Integrated Advertising. Siya Ke Raam – Dhanush Yatra of Star Plus won asilver for best use of Special Events & Stunts / Live Advertising (Media); Star Movies Select HD’s Select Sundays Nostalgia and the Book Adaptations campaigns winning a silver each for best Movie Promo by a TV Channel (Broadcaster).

  • Star India’s ‘Mauka Mauka’ and Iss Pyaar Ko Kya Naam Doon – Ek Jashn shine at Abbys 2016

    Star India’s ‘Mauka Mauka’ and Iss Pyaar Ko Kya Naam Doon – Ek Jashn shine at Abbys 2016

    MUMBAI: Star India was one of the few broadcasters to emerge with glory at the 11th edition of Goafest 2016 with 20 metals to its name. Its biggest success story was the extremely popular campaign ‘Mauka Mauka’ that the channel had done in-house for the ICC Cricket World Cup 2015. The catchy jingle not only became a nationally trending conversation piece, but also won the network gold in the Broadcaster category at the Abbys. Apart from the gold, the promotion also won three silvers in media and creative Abby.

    Star India’s flagship show Iss Pyaar Ko Kya Naam Doon also claimed a bronze for making the best TV Fiction Promo for its rebooted mini-series version on Hotstar – Iss Pyaar Ko Kya Naam Doon – Ek Jashn. The promo was successful in sparking nostalgia as well as creating a superb buzz around the popular show, as also inviting TV fans of the show to turn to their OTT platform Hotstar to enjoy the webseries.

    The channel’s promotion for its ongoing prime time show Siya Ke Ram was also felicitated with a silver medal in the media field. Siya Ke Ram – Dhanush Yatra bagged the silver for best use of Special Events & Stunts/Live Advertising.


    The network bagged a total of six silvers including three in media, two in broadcaster and one in creative categories with Mauka Mauka winning three silvers for best use of digital as a medium; best use of Social Media and for Integrated Advertising. Siya Ke Raam – Dhanush Yatra of Star Plus won asilver for best use of Special Events & Stunts / Live Advertising (Media); Star Movies Select HD’s Select Sundays Nostalgia and the Book Adaptations campaigns winning a silver each for best Movie Promo by a TV Channel (Broadcaster).

  • Publicis bags the ‘Best In Category’ award; JWT leads metal tally with 5 gold, 21 silver and 21 bronze

    Publicis bags the ‘Best In Category’ award; JWT leads metal tally with 5 gold, 21 silver and 21 bronze

    MUMBAI: There couldn’t have been a better closure to the three day long celebration of advertising genius than the final night of Abbys 2016 that unfolded amidst the hedonic mix of music, creativity and intoxication. While the abundance of alcohol kept everyone in elevated spirits, the winners of the night were seen enjoying a different level of high as they walked up the stage to receive their metals.

     

    Continuing its winning streak, JWT once again snared the most number of metals, with five golds, 21 silver and 21 bronze that put it on the top spot with a metal tally of 47 metals. While the absence of a Grand Prix let down many, the newly introduced Best In Category award drew a lot of attention. It was Publicis Communication that bagged the Best In category award for its ground breaking work in ‘A Giant’s Story’ for Ambuja Cement, in the film craft category.

     

    On the newly introduced award, Percept Limited director Ajay Chandwani shared “You can consider it as a recognition above the gold awards, but not equal to Grand Prix. To evaluate the best in gold in each category, the jury was given an option to either select a grand prix or a best in category. Usually grand prix is awarded to a piece of work that has made a path breaking and game changing effort in the category. There was no work that amounted to that this year.”

     

    Apart from the Best In Category award, Publicis claimed four golds, four silver and four bronze metals, putting its total metal figure to 13. DDB Mudra also shone at the Abbys with four golds, four silver ad 15 bronze setting its total number of metals to 23. If one went by metal tally, Taproot Dentsu emerged as the clear second with 40 metals to its name – two gold, 19 silver and 19 bronze.

     

    A total of 10 categories’ winners were revealed on the third day. The category wise break up of winners is as follows.

     

    Ambient Media: Out of a total of fifteen metals, the jury gave away one gold, four silver and 10 bronze. JWT Mumbai bagged the one gold and bronze leading the category, followed by DDB Mudra with two silver and four bronze.

     

    In Design, Alok Nanda and Company took home a gold, three silver and three bronze making it a category leader. Alok Nanda and Company was followed by Publicis Communications with one gold, two silver and one bronze metal. Out Of Box was closely behind with a gold, silver and a bronze; and McCann World Group India with a gold and silver. A total of four gold, 12 silver and 24 bronze were given away in the category.

     

    Digital: As per the Goafest Organising Committee chairman Nakul Chopra Digital saw the most number of entries this year – a first in Goafest. There were a total of 614 entries, as compared to 548 last year. DDB Mudra took home gold and silver in the category making it the genre leader. R K Swamy BBDO brought home the second gold, followed by Experience Commerce taking home the final gold in the category. Taproot Dentsu also shone in the category with four silver awards.

     

    Integrated: DDB Mudra and Publicis Communications each received a gold and bronze metals in the category. Star India too was recognized with a silver for its exceptional work for Mauka Mauka.

     

    Out of Home:  With a total of 15 silver and 21 bronze given away in this category, there were many intense contests for the top position. JWT scored five silver and five bronze followed by Ideas@work bagging two silver and four bronze. There were no golds awarded in this category.

     

    Film Craft: Early Man Film bagged one gold, three silver and a bronze in the category followed by Flying Saucer pictures with a silver and gold.

     

    Film Single:  While Publicis Communications claimed the freshly introduced Best In Category award followed by a bronze, it was DDB Mudra that bagged the most number of metals with a gold, a silver and four bronzes.

     

    Print Single: Dentsu Creative Impact got one gold and four bronze metals to its name followed by Contract Advertising with a gold and bronze. Taproot Dentsu dominated the genre with five bronze and three silvers to its name.

    This year saw the Goafest Committee introducing two new categories or special Abbys as they are otherwise being called.  They were the Young Abby and the Gender Sensitive Abby. “Since last year there has been a growing interest in introducing this award. For this category we accepted entries that were especially made to address gender issues, but were just another advertisement made for a brand that naturally took a gender sensitive approach. Hectic Content from Mumbai won the gold in this category for The Calling done for Anouk.

     

    The Young Abby invited entries from creative and art director teams from agencies who were under the age of 30. The creatives were required to especially tailor campaigns on ‘Gender Violence’ in the medium of their choice which was then later judged by a special jury.  Bodhisatwa Dasgupta and Nitesh Shah from JWT Gurgaon bagged the gold in this category along with the golden chance to ravel to Cannes for the Cannes Lion Awards this year.

     

    Going by sheer numbers, 2016 proved to be a very exciting year for Goafest as well as the advertising fraternity with a total of 4460 entries submitted for the Abbys as compared to 3475 last year.  In terms of metals awarded, the number went up from 359 in 2015 to 418 in 2016, with 245 bronze metals and 134 silver metals given away. The number of gold however went down from 71 last year to 38 this year.

  • Publicis bags the ‘Best In Category’ award; JWT leads metal tally with 5 gold, 21 silver and 21 bronze

    Publicis bags the ‘Best In Category’ award; JWT leads metal tally with 5 gold, 21 silver and 21 bronze

    MUMBAI: There couldn’t have been a better closure to the three day long celebration of advertising genius than the final night of Abbys 2016 that unfolded amidst the hedonic mix of music, creativity and intoxication. While the abundance of alcohol kept everyone in elevated spirits, the winners of the night were seen enjoying a different level of high as they walked up the stage to receive their metals.

     

    Continuing its winning streak, JWT once again snared the most number of metals, with five golds, 21 silver and 21 bronze that put it on the top spot with a metal tally of 47 metals. While the absence of a Grand Prix let down many, the newly introduced Best In Category award drew a lot of attention. It was Publicis Communication that bagged the Best In category award for its ground breaking work in ‘A Giant’s Story’ for Ambuja Cement, in the film craft category.

     

    On the newly introduced award, Percept Limited director Ajay Chandwani shared “You can consider it as a recognition above the gold awards, but not equal to Grand Prix. To evaluate the best in gold in each category, the jury was given an option to either select a grand prix or a best in category. Usually grand prix is awarded to a piece of work that has made a path breaking and game changing effort in the category. There was no work that amounted to that this year.”

     

    Apart from the Best In Category award, Publicis claimed four golds, four silver and four bronze metals, putting its total metal figure to 13. DDB Mudra also shone at the Abbys with four golds, four silver ad 15 bronze setting its total number of metals to 23. If one went by metal tally, Taproot Dentsu emerged as the clear second with 40 metals to its name – two gold, 19 silver and 19 bronze.

     

    A total of 10 categories’ winners were revealed on the third day. The category wise break up of winners is as follows.

     

    Ambient Media: Out of a total of fifteen metals, the jury gave away one gold, four silver and 10 bronze. JWT Mumbai bagged the one gold and bronze leading the category, followed by DDB Mudra with two silver and four bronze.

     

    In Design, Alok Nanda and Company took home a gold, three silver and three bronze making it a category leader. Alok Nanda and Company was followed by Publicis Communications with one gold, two silver and one bronze metal. Out Of Box was closely behind with a gold, silver and a bronze; and McCann World Group India with a gold and silver. A total of four gold, 12 silver and 24 bronze were given away in the category.

     

    Digital: As per the Goafest Organising Committee chairman Nakul Chopra Digital saw the most number of entries this year – a first in Goafest. There were a total of 614 entries, as compared to 548 last year. DDB Mudra took home gold and silver in the category making it the genre leader. R K Swamy BBDO brought home the second gold, followed by Experience Commerce taking home the final gold in the category. Taproot Dentsu also shone in the category with four silver awards.

     

    Integrated: DDB Mudra and Publicis Communications each received a gold and bronze metals in the category. Star India too was recognized with a silver for its exceptional work for Mauka Mauka.

     

    Out of Home:  With a total of 15 silver and 21 bronze given away in this category, there were many intense contests for the top position. JWT scored five silver and five bronze followed by Ideas@work bagging two silver and four bronze. There were no golds awarded in this category.

     

    Film Craft: Early Man Film bagged one gold, three silver and a bronze in the category followed by Flying Saucer pictures with a silver and gold.

     

    Film Single:  While Publicis Communications claimed the freshly introduced Best In Category award followed by a bronze, it was DDB Mudra that bagged the most number of metals with a gold, a silver and four bronzes.

     

    Print Single: Dentsu Creative Impact got one gold and four bronze metals to its name followed by Contract Advertising with a gold and bronze. Taproot Dentsu dominated the genre with five bronze and three silvers to its name.

    This year saw the Goafest Committee introducing two new categories or special Abbys as they are otherwise being called.  They were the Young Abby and the Gender Sensitive Abby. “Since last year there has been a growing interest in introducing this award. For this category we accepted entries that were especially made to address gender issues, but were just another advertisement made for a brand that naturally took a gender sensitive approach. Hectic Content from Mumbai won the gold in this category for The Calling done for Anouk.

     

    The Young Abby invited entries from creative and art director teams from agencies who were under the age of 30. The creatives were required to especially tailor campaigns on ‘Gender Violence’ in the medium of their choice which was then later judged by a special jury.  Bodhisatwa Dasgupta and Nitesh Shah from JWT Gurgaon bagged the gold in this category along with the golden chance to ravel to Cannes for the Cannes Lion Awards this year.

     

    Going by sheer numbers, 2016 proved to be a very exciting year for Goafest as well as the advertising fraternity with a total of 4460 entries submitted for the Abbys as compared to 3475 last year.  In terms of metals awarded, the number went up from 359 in 2015 to 418 in 2016, with 245 bronze metals and 134 silver metals given away. The number of gold however went down from 71 last year to 38 this year.

  • Star Sports’ ICC World T20 ‘Taiyaari’ campaign draws mixed response

    Star Sports’ ICC World T20 ‘Taiyaari’ campaign draws mixed response

    MUMBAI: Come March and cricket mania is all set to hit the country yet again. The ICC World Twenty20 will kick-start on 8 March, 2016 and official broadcaster Star Sports has come up with a campaign to pull in viewers.

    While last year’s catchy ‘Mauka Mauka’ campaign for the ICC World Cup was a clear winner, the latest one for the ICC World Twenty20 with the tagline ‘Taiyaari Kar Lo’ has drawn mixed reactions from creative heads from the advertising fraternity.

    Star Sports had rolled out teaser ads on television in December last year playing somewhat on the lines of superstition or good luck charm… call it what you may. The teaser ad saw a tenant returning to his previous landlord’s house wanting to rent the place as it was there that he had lived when India won the ICC World Cup 2011. The ad ended by asking viewers to get ready – Taiyaari Kar Lo – for the upcoming tourney.

    The latest ad in the campaign to hit screens featuring none other than the Indian captain Mahendra Singh Dhoni and his celebrity stylist Sapna Bhavnani also plays to the same tune. The ad has created quite a buzz among the digital audience as well.

    The ad shows Dhoni brainstorming with Bhavnani over his next hairstyle and look for the upcoming tournament. Bhavnani plays around with some extreme and some quirky looks for the sports star, each time getting a raised eyebrow or a witty retort from Dhoni on how it won’t work with his fans. Until finally, Bhavnani draws out a wig for Dhoni, asking him to maybe sport the ‘Mahi’ look from the World Cup when India won.

    The campaign lives up to its name, asking the audience to get ready  for the tournament that will ensue from 8 March, 2016.

    The ad is a must watch for all Dhoni fans, who follow his style funda, and also get some insight from the lady who does the ultimate magic.

    When asked about their take on the new Star Sports campaign for the tournament, several creatives from the industry felt that it’s a refreshing new way to treat a cricket tournament. Not going the ‘anthem’ way definitely poses limitations and challenges to come up with ways to connect with the audience with the same fervour.

    Given that it is a campaign on ICC World T20, one can’t help compare it to the magnus opus that Bubblewrap Film’, ‘Mauka Mauka’ was. It not only won several awards but also won millions of hearts.

    “Seldom are there advertisements that touch our hearts and instil that natural feel, which ‘Mauka Mauka’ did. It captured everyone’s imaginations very quickly and the catchy jingle was on everyone’s lips. While ‘Taiyaari Kar Lo’ has handled the subject in an entirely different manner, it does seem a bit low key placed against ‘Mauka Mauka,’” shared an advertising industry veteran.

    Industry insiders, however, also feel that it’s unfair to pit one against the other. “‘Mauka Mauka’ was an instant hit. Ideas like that come very rarely and when they do, they create a legacy of sorts. Hence it becomes extremely challenging to do something in the same category and one up it. But this constant comparison may also blind us from looking into the charm of the new campaign,” opines another executive from an ad agency.

    Nonetheless, giving the new campaign the benefit of doubt, he also added, “But it’s too early to comment on it. This could be a warm up to a more elaborate campaign, which may culminate in an anthem like creative as well. So we should wait and watch for now.”

    How this creative saga pans out over the next couple of months remains to be seen.

  • Star’s ‘Mauka’ campaign drives YouTube’s views in Q1

    Star’s ‘Mauka’ campaign drives YouTube’s views in Q1

    MUMBAI: With a whopping 10 million views, Star India’s ‘Mauka Mauka’ ad campaign for the ICC Cricket World Cup earlier this year, has been the second most watched campaign in the first quarter of 2015 on the video platform YouTube.

     

    The campaign comes second only to Gillette’s ‘the best a fan can get’ ad campaign.

     

    The ICC Cricket World Cup 2015 was a money raker in Q1 2015 as advertisers flocked to the tournament. With India’s stupendous performance throughout the World Cup, it was indeed one of the most important moments of the year. However, a lot has also changed since the last edition of the World Cup in 2011. For example, there are more users now on the Internet, social media commentary drives live entertainment and the match is played both on field and off the field across the Internet. Keeping the third reason in mind, YouTube India came up with the top trending ads of Q1 and cricket was the flavor of the quarter.

     

    A number of users lapped up campaigns built around the gentleman’s game. With the UGC around Mauka Mauka garnering a total of 10 million views only went on to prove the power of YouTube as a platform that can amplify the reach of a campaign through endemic content.

     

    The third campaign making it to the list was the Boost Cricket Anthem – Hey Champion, Stay Champion. The fourth in the list is the innovative #LiveItAbhi campaign undertaken by FMCG brand Pepsi.

     

    Ranbir Kapoor and Saavn Cricket World Cup 2015 ad featured on Valentine’s Day came in fifth followed by Pidilite. The Sony Bravia TVC called The Most Colourful Cricket Experience stood at the seventh spot while Cricket Face Paint campaign by Google+ took the eighth spot.

     

    The #YehGameHiHaiTasteKa brand campaign by Lays was at the ninth spot while the tenth spot was taken by the Micromax Unite Cricket Anthem 2015.

     

    As per the report, the list suggests that users love content that is built around things that they are passionate about, in this case cricket.

     

    “As a marketer, when these big sporting moments occur, one wants to be there for people, helping them have the time of their lives before, during and after the game — not just waiting for a break in play to get a word in,” states the YouTube India report.

  • Goa Fest: JWT India leads metal tally, Linen Lintas wins solitary Grand Prix

    Goa Fest: JWT India leads metal tally, Linen Lintas wins solitary Grand Prix

    GOA: As the third and final day of Abby Awards Goa Fest came to an end, metals galore were distributed amongst creative souls across various categories.

     

    “With a beach 50 meters away and beers available 24 hours, having more than 70 per cent filled rooms in all the sessions signifies that Goa Fest 2015 was a success,” says AAAI president M.G. Parameswaran

     

    Goa Fest 2015 saw a versatile group of speakers, charming and ecstatic ambience, and allusive advertisements played one after another. The creative minds enjoyed their time collecting one metals after another for different categories. The third day saw 29 Golds, 51 Silvers and 94 Bronze bestowed amongst the creative lot.

     

    Though Goa Fest organizational committee does not publish any agency ratings, if the metal tally is analysed JWT India with 35 metals (nine golds, eight silvers and 18 bronze) bags the pole position. The solitary Grand Prix was won by Linen Lintas for Dabur Vatika Premium Naturals Shampoo’s Brave and Beautiful campaign. 

     

    The number of Grand Prix though got down from three in 2014 to one in 2015. The total number of metals went up to 344 (69 Golds, 102 Silver and 172 Bronze) compared to last year’s 336. The Advertising Club and chairman of the Awards Governing Council (AGC) Pratap Bose said, “You have to do something unique and extraordinary in order to win a Grand Prix and the jury found only one such entry and hence we have only one Grand Prix in 2015.” 

     

    The total number of golds went up to 69 compared to 50 and 44 in 2014 and 2013 respectively.     

     

    The number of agencies winning Abby metals has also gone up, which is an encouraging development for the creative fraternity. A total of 106 agencies won metals in 2015 compared to 85 and 73 in 2014 and 2013 respectively. The number of entries were also an encouragement for the organizing committee as it went up from 2012 to 2823. However it must be noted that in 2013, 4376 entries were registered for the same festival.

     

    The highest number of golds were distributed in the broadcast category as 14 metals were distributed in the category. With 40 metals OOH grabbed the pole position when it came to the total number of metals amongst all categories. 

     

    Click here to read the full winner list

    Click here to read the full winner list 

    Click here to read the full winner list