NEW DELHI: Cookie brand Oreo is further fortifying its promise of infusing a dose of fun in everyone’s life with its latest campaign #OreoPlayPledge. With this campaign, the brand is putting its purpose into action and inspiring people to snooze away from their busy lifestyles and take a pledge to create and cherish the much-needed moments of fun with their loved ones.
This sentiment will be brought alive by the much-loved father-daughter duo – former team India cricket captain, MS Dhoni and his daughter, Ziva Dhoni. The latest ad film offers Oreo fanatics a glimpse of Dhoni and his daughter’s playful connection on-screen.
Mondelez India associate director – marketing (biscuits) Sudhanshu Nagpal said, “In current times, amidst blurring lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. So, we are launching this new campaign called #OreoPlayPledge to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead.”
MS Dhoni said, “Shooting with Ziva for the first time was a delightful experience for me. It was fun to share our playful moments on screen with Oreo, our favourite cookie. Ziva and I had a great time on the set for the new campaign, #OreoPlayPledge which has a beautiful message. It inspires you to make a commitment to take out time to connect playfully with your family. This is a challenge I’ve personally faced as a parent too and it feels great to be associated with Oreo to spark a positive change with the power of playfulness.”
The new TVC, conceptualised by Publicis Group for Mondelez India, showcases MS Dhoni and Ziva Dhoni on a bright Sunday morning, baking a cake for Ziva’s mom. However, this task comes with a twist. For every Oreo cookie they place as garnish on the cake, they take a pledge to spend more time with each other. The funny and mischievous conversation and playtime between Dhoni and Ziva ends with a sweet ‘twist, lick, dunk’ moment reiterating the thought that, “The more we stay playful, the more we connect.”
NEW DELHI: IPL’s electrifying debut aired on 18 April, 2008, and India has been hooked ever since. Every year, more and more people are tuning into the sporting tournament, cheering for their favourite teams and players, and sharing their excitement on social media. The viewership for this ‘grand festival’ of cricket has massively risen and for brands, it’s more like an advertising bonanza. Every year, the latter put their best foot forward to connect with the audience.
In a similar fashion, both the IPL committee and teams have consistently released interesting anthems to fire up fans and increase the recall of both team and tournament to the next level. It involves roping in advertising agencies and production houses to create films that reflect the audiences' craziness and love for the tournament and the team.
This year is no different. Even though Covid2019 appeared as a deterrent in the early days, the relentless will of players, committee and broadcaster got it all together in the end. The franchise released the anthem Aayenge Hum Wapas, which resonated strongly with people for its ‘we shall overcome’ message. It showcased how people eagerly waited for the tournament and featured stalwarts of the game including the likes of Virat Kohli, MS Dhoni, Rohit Sharma, Jasprit Bumra, KL Rahul, and many other players.
Soon after, Mumbai Indians also dropped the latest avatar of its theme song 'Aala Re'.
Interestingly, all these anthems were carefully conceptualised keeping in mind the current Covid2019 situation. Each of them focused on adhering to safety norms, wearing masks, maintaining distance and other precautions.
Right from advertisers to marketers to the audience, the IPL anthem is something that everyone looks forward to, for the a spellbinding video supporting it, and over the years it has managed to leave an imprint on the audience. From ‘Ek Happy India Wala’ to ‘Come on Bulaava Aaya Hain’ to the most famous one ‘Jumping- Japang’ by Farhan Khan has struck chords with the viewers.
With the nation currently in the throes of IPl fever, indiantelevision.com has curated a list of all the anthems and popular campaigns presented by the franchise over the decade.
IPL Season 1 (2008): “Cricket Ka Dharmayudh”
Probably the best of IPL promos, the official song of IPL 2008 remains to be one of the most awesome theme songs of IPL.
IPL Season 2 (2009): “Divided by Nations, United by IPL…
As the tagline says, the IPL brought nations and rival players together. To this day, it comes across as one of the most meaningful IPL ads, the beautifully-shot video depicts how different cultures from around the world are tied by a sporting event. Back in 2009, the IPL was played in South Africa owing to the ongoing Lok Sabha elections in India.
IPL Season 3 (2010): “Saare Jahan Se Acha” & “Lautaaya”
This IPL theme will remind you of Lagaan and Chak De India – two of the most popular sports films in Indian cinema. Also, you’ll be delighted to see how Ayushmann Khurana was shaking a leg to the musical tunes of IPL 2010.
IPL Season 4 (2011): “Dum lagake mara ray”
Dum Laga Ke Mara Re was all about peoples’ craze for IPL and its popularity which cuts across demographics and national boundaries. The video showed IPL fans dancing on the streets, even breaking into some of umpire Billy Bowden’s signature moves, to welcome the new season of the sporting extravaganza.
IPL Season 5 (2012): “Aisa Mauka Aur Kaha Milega”
The official track of IPL 2012 focused on the theme of ‘opportunity’. Composed by Salim Sulaiman, the song’s lyrics underscored how the IPL promotes young domestic players and allows them to make their mark on one of the biggest cricketing platforms in the world.
IPL Season 6 (2013): “Jumping Zapak”
Remember Farah Khan dancing to the tune of Jumping Zapak with people everywhere, be it the station, the office, or any other place? The song had a simple message which was a big hit nonetheless: have fun and enjoy the IPL anywhere.
IPL Season 7 (2014): “Come on Bulava Aaya Hai”
Every year from April to June, the nation descends into IPL madness, with many people sitting glued to their TVs for every single match. The concept behind the seventh season’s theme song was: drop whatever you are doing, because you’re invited! Don’t miss out on watching the IPL!
IPL Season 8 (2015): “India ka Tyohaar”
The IPL is no longer a mere sporting event, but a full-on festival in India. During its eight edition, IPL launched India Ka Tyohar, which is arguably the most appealing anthem ever and still resonates with people.
IPL Season 9 (2016): “Ek India Happywala”
Ek India Happy Wala showed how good elements in the society are what defines a country, and everyone should look for happiness, unity, and harmony instead of negativity.
IPL Season 10 (2017): “Das Saal Aapke Naam”
On This upbeat symphony was dedicated to the tournament’s die-hard fans and viewers, who ensured IPL’s longevity in spite of a host of scandals marring its decade-long run.
IPL Season 11 (2018): “Yeh khel hai sher jawano ka”
Inspired from the iconic song Yeh desh hai veer jawano ka in the Dilip Kumar-starrer sports drama Naya Daur, this video of this anthem plays back thrilling moments from preceding seasons of the IPL.
IPL Season 12 (2019): “Game Banayega Name”
Game Banayega Name shone the light on newcomers taking on star players in the twelfth edition of the IPL. The lyrics humko bhi ek mauka do encapsulates the rookies’ hunger to prove themselves and determination to make it big.
Extra innings! Here’s a round-up of a few popular ad campaigns by IPL over the years.
Bharat Bandh
One of the satirical promos launched by the franchise was the ‘Bharat Bandh’ ad, which humorously portrayed politicians throwing a fit when they heard about the 51-day nationwide shutdown. The reason? IPL, of course!
Tashreef Tokra
Do you still remember Tashreef Tokra? The ad showed a large number of people carrying chairs and making an outdoor stadium in a busy market to watch their favourite game together. The dialogue Aisa mauka aur kaha milega captured the fanaticism of a cricket fan which overshadows everything else.
Sare Jahan se Acha
The second edition of the IPL was held in another country. In order to make their homecoming a moment of reckoning, the third season went big with the Sare Jahan se Acha campaign, which evoked a sense of patriotism among people.
NEW DELHI: GoDaddy Inc, a company that empowers everyday entrepreneurs, has launched the second phase of its marketing campaign for India – Bijness Bhai. This campaign continues the focus on encouraging small businesses in India to build a complete, integrated online business, and creates awareness about how GoDaddy’s online products and services can help them unlock success.
GoDaddy’s current brand ambassador in India and one of the world’s most renowned cricketers, MS Dhoni, returns as the mentor Bijness Bhai, with twice the groove and charm. He will be seen encouraging small business owners, entrepreneurs and individuals across the country to take full advantage of owning a domain name by using it to create a website and getting a professional email, while maintaining a diverse social media presence to help achieve business success online.
In line with the company’s commitment to offer support in local languages, the marketing campaign will be available in seven Indian languages, including Hindi, Gujarati, Kannada, Malayalam, Marathi, Tamil and Telugu, to help spread the message to Indian small business owners and entrepreneurs across multiple geographies in the country.
“As an aspiring entrepreneur myself, I understand the importance of being online to be able to sustain and grow amidst challenging and uncertain times, like we are experiencing right now. I’m super excited to be working with GoDaddy again as Bijness Bhai and help encourage more entrepreneurs, from across the country, to build a complete online solution for their businesses,” said MS Dhoni.
Conceptualized by Tilt Brand Solutions, the campaign features two quirky television commercials (TVCs) with Dhoni as “Bijness Bhai”, a role model for entrepreneurs, makers and independent doers, who advises them to further advance their online journeys and grow their business by using GoDaddy’s online products and services. Through a fun, engaging narrative, the commercials bring alive GoDaddy’s proposition of being the ideal partner of the new India’s driven and advanced entrepreneurial and small business ecosystem.
"We are extremely excited to again partner with MS Dhoni. Known for his 'cool' approach to complex and high-pressure situations, Mahi has been the perfect 'Bijness Bhai', guiding our customers on how to make their online businesses grow. By working with Dhoni, we wish to continue guiding and inspiring Indian entrepreneurs to follow their dreams and transform their business ideas into reality online,” said GoDaddy India MD and VP Nikhil Arora.
“As businesses around the world are experiencing unprecedented impacts of COVID-19, we at GoDaddy stand committed to extend our support by helping them thrive online. Through this campaign and our association with Dhoni, we want to educate Indian entrepreneurs and small business owners about the benefits of going online especially during this current crisis, while demonstrating the power of our integrated suite of online products and services to help them create and grow their businesses online," Arora added.
Currently. the two TVCs have been released on GoDaddy’s official online and social channels, and will be live across various channels including TV and other digital platforms, in the coming few days.
NEW DELHI: IPL 2020, like many believe, will change the mood of the nation and give people a reprieve from all the thoughts haunting the minds in these extraordinary times due to the coronavirus pandemic.
With only a few days left for IPL to kickstart the thirteenth edition, BCCI has also announced the schedule. The audience can’t keep calm to watch the first opening game, which will be played between Mumbai Indians and Chennai Super Kings.
BCCI has released its IPL 2020 anthem and each of its lyrics reflect the same emotion. Titled 'Aayenge Hum Wapas', the anthem gives goosebumps as it sends a strong message that the nation and the world will bounce back from the disastrous pandemic which has taken lakhs of lives worldwide.
Sharing the video on twitter, BCCI wrote, “The greater the setback. The stronger the comeback. We can sum it up in 3 words: AayengeHumWapas, Watch #Dream11IPL starting Sept 19 on @DisneyPlusHS, @StarSportsIndia @Hotstarusa #Dream11IPL #AayengeHumWapas #StrongerTogether #Anthem”
The video features all the legends of the game including the likes of Virat Kohli, MS Dhoni, Rohit Sharma, Jasprit Bumra, KL Rahul and many other players. It showcases that IPL 2020 is ready to cheer the whole country from the disastrous pandemic and it will lift the spirits again.
The anthem says that all the citizens of the nation are players and a strong partnership is needed amongst them. It goes on to add that there is only one answer to the existing problems and that is to not give up and accept defeat.
IPL is the first big live sporting event happening after a hiatus of four to five months. The tournament will be played in UAE between 19 Sep to 10 Nov with eight teams participating in it. The matches will be aired by Star India on television and the digital medium.
NEW DELHI: ITC’s Sunfeast YiPPee!, the popular instant noodles & pasta brand in India, launched a new TV campaign to create awareness among consumers about its new range of tasty, versatile, and easy-to-prepare pasta range. The new TVC showcases how Sunfeast YiPPee! Pasta addresses the consumer’s need for a tasty and wholesome snacking solution, while providing ample variety through its six variants. In the light of the present times, out of home consumption has drastically reduced and consumers are experimenting with their food now in the comfort of their homes, more than ever. With limited options in the hot snacking space, instant pasta has emerged as a popular option for consumers seeking variety and taste.
ITC spokesperson said, “In the new normal world, consumers have shown immense faith in trusted food brands. A heightened demand and rise in consumption for Sunfeast YiPPee! noodles serves as a testament to this emerging trend. At ITC, we strongly believe that Sunfeast YiPPee!’s Pasta offering will aptly cater to the consumers’ need for variety during these times. Through consumer insights, we found that mothers want to provide their children with delicious and diverse snacking options, which also satiate their hunger pangs. Through the TVC, we thus wanted to illustrate the multitude of benefits that was offered by the YiPPee! Pasta range. From Tricolor Pasta range available in Creamy corn and Masala variants and the Pasta Treat range available in Cheese, Masala, Tomato Cheese, Sour Cream and Onion variants, the range is truly diverse.”
Ogilvy south chief creative officer Mahesh Gharat said “Through our social media listening, we found that consumers are experimenting with dishes at home. Amongst all, pasta recipes were quite popular of which pictures were extensively being shared on social media platforms. Identifying with the topicality of the chatter, we thought this to be an ideal time to show consumers how they can derive benefits of taste and convenience of preparation with Sunfeast YiPPee! Pasta’s range while we also have MS Dhoni batting for us in this campaign.”
The TVC will run across all popular GEC channels in the country in six languages including Hindi, Tamil, Telugu, Kannada, Marathi and Bengali. To further amplify its reach, the campaign would be activated digitally on Facebook, Instagram, and YouTube.
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MUMBAI: Gulf Oil Lubricants India Ltd has launched an animated video campaign featuring its brand ambassador MS Dhoni with the message #NewWayForward, emphasising the significance of having a positive outlook when we are all set to return to our daily routine post-lockdown.
The campaign invokes optimism even as the world continues to combat Covid2019. People away from family and friends, are waiting for life to go back towards normalisation. However, the definition of normal has changed – a world with social distancing as the new norm, prioritising our health over everything, spending time with loved ones, being considerate towards others and being mindful of collective responsibility towards the environment, are what defines the new normal.
The video focuses on the positive changes the pandemic will bring in our lives after the lockdown. It is a sensitive iteration of elemental and relevant actions that each one of us needs to remember going forward. Through this video, Gulf Oil and ‘Captain Cool’ MS Dhoni aim to restore hope in people readying to journey towards a better tomorrow.
Gulf Oil Lubricants India MD Ravi Chawla said, “In these trying times, humankind has been facing some major setbacks. With the ‘new normal’, our lives won’t be the same. We must be conscious of our actions and collectively work towards crafting a better future. As a responsible brand, we urge our valued customers to stay strong and embrace these changes positively, so that we may emerge stronger than before.”
Gulf Oil brand ambassador MS Dhoni said, “The world is going through an unprecedented event with Covid2019. While we tackle this situation, we have had some transforming share of learnings from it. As we move ahead, we should be thoughtful about and kind to one another. The all-new norms – social distancing, and sound physical, emotional, and spiritual health, will act as the cornerstone on which we will collectively lay the bedrock for a brighter tomorrow. Maybe this is the 2020 vision, not the one we hoped for but the one we actually need.”
OPN Advertising creative head Chockalingam S said, “The idea for the film came from a meeting while we were discussing the way forward with the Gulf team and Ravi Chawla said “This crisis is an opportunity for us to strive better, and that essentially sets the tone for the film”. The film represents Gulf Oil’s spirit of being mindful, optimistic, and progressive, and stars the brand ambassador for more than ten years now – MS Dhoni. He has the ideal personality to spread positivity in these tough times.”
Video link: https://youtu.be/2H79lUwXLUE
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Khatabook, that is revolutionizing the accounting process in India for small businesses, today announced a strategic partnership with international cricketer and former India captain, Mahendra Singh Dhoni. The legendary cricketer will not only invest in Khatabook but also become its brand ambassador.
Dhoni’s decision to invest in Khatabook comes at a time when the firm has crossed 2 crore registered merchants on its app. The partnership is a natural fit between the company that has built immense trust and reliability among its fast-growing merchant base and a globally respected sportsperson with over a billion fans.
The firm has set aggressive growth targets for expansion across smaller towns and villages. Khatabook is aiming to onboard another 2 crore merchants over the next 12 months. The firm plans to use proceeds from the latest equity investment to expand its product portfolio and double down on its technology and capabilities.
Talking about the new partnership, Ravish Naresh, co-founder and CEO Khatabook said, “We are thrilled to welcome Mahi to the Khatabook family. He embodies the spirit of true sportsmanship and entrepreneurship – the ability to adapt, evolve and be a leader, focusing on a larger cause beyond his success. These are the qualities that have made him one of the most-loved captains of Indian cricket. At Khatabook, we aspire to build the same level of trust, agility and reliability among our merchants and business partners and be a true partner to them in their journey. To us, this partnership seemed like the most natural fit, and we look forward to setting new milestones together as we build financial solutions for a billion Indians.”
Commenting on this association, MS Dhoni said, “There are many new-age companies in the country, only a few like Khatabook, are making a difference at the grassroots level. Having grown up in small-town India, I saw friends and family struggle with outdated modes of doing business and tracking finances. Khatabook has had an outsized impact on the lives of India’s small merchants and retailers. I am very excited to join them at a crucial point in their journey, as they work towards achieving their goal of transforming the way India does business.”
Talking about the company's plans to amplify its market leadership through this association, Ved Prakash, VP Marketing, Khatabook said, "Khatabook's initial growth came organically and we currently have a market penetration of 25-30%. Now the idea is to drive trust and reliability at a large scale. This is why doing our brand campaign with Dhoni is a great fit. With this, we are poised at strengthening brand awareness, creating category and increasing penetration by 50-60%. We will now focus on deepening our relationship with the merchants by creating more use cases and cementing relatability with the brand."
Delighted about the association, Arun Pandey, Rhiti Sports CMD, said “Khatabook has revolutionized the ways mid and small scale merchants have been doing business in our country, particularly eliminating human errors in day to day accounting transactions. Khatabook and MS Dhoni represent change and are catalysts of transformation. This makes them a perfect fit.”
Today, merchants across 5000+ Indian cities use the Khatabook app. From Kirana stores to mobile recharge shops, garment dealers and jewelers, Khatabook serves over 500 types of businesses in India at present. It supports 11 languages and has recorded cash transactions worth over Rs. 3.7 lakh crore in the last one year. The app has also organically acquired merchants in Nepal, Pakistan and Bangladesh.
Having completely automated the traditional business ledger process in the country, the app is helping 2 crore Indian merchants each save over 700 productive working hours in a year.
MUMBAI: Orient Electric Limited, part of the diversified USD 2.4 billion CK Birla Group, has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new i-Series range of fans powered by ECM technology. Orient i-Series fans save 50% energy as compared to ordinary fans leading to significant reduction in electricity bills for consumers.
In the TV commercial, MS Dhoni is at Orient Electric’s R&D lab where a research engineer is trying to explain the features of the new i-Series fan using a lot of technical jargons. Disinterested, MS Dhoni starts exploring other gadgets in the room and gets his jacket stuck in one of the wind tunnels. What catches MS Dhoni’s attention is when the research engineer says that these fans have “EC inverter technology”. A totally amazed Dhoni confirms whether it is the same EC technology which is present in latest refrigerators and ACs. The engineer confirms the same and pulls out his smartphone to show that the fan is IoT enabled as well, saves 50% energy and works silently and efficiently event at low voltages.
Talking about the newly launched TVC, Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric Limited said, “As a trusted brand, we consider it our responsibility to provide products and solutions which are good for our consumers and also for the environment. Given the fact the fans contribute significantly to the home utility bills, we are proud to introduce i-Series inverter fans which save 50% energy as compared to ordinary fans, thus helping consumers and the nation to not only save money but reduce carbon footprint too. The new TV commercial brings out the characteristic features of our i-Series fans by means of a waggish dialogue between MS Dhoni and a research engineer. I am sure that this TV spot will capture the audience attention and create a lot of excitement about Orient i-Series fans.”
Mr. Sagar Mahabaleshwarkar, Chief Creative Officer, Contract Advertising said, “Orient Electric is known for introducing innovative features in their fans. They have launched many firsts like the silent fan. However, we have never tried explaining the tech that goes behind making these fans. The challenge was to communicate Orient’s new iSeries technology by showcasing the R&D capabilities of Orient, but in a manner that is easy to understand and entertaining at the same time. MS Dhoni, who has been the face of Orient for almost a decade adds his incomparable charisma and charm to the campaign.”
MUMBAI: AMFI, on Wednesday, announced that it had roped in cricketing idols, Sachin Tendulkar and MS Dhoni for their newly launched a campaign 'Mutual Funds Sahi Hai', in order to create awareness about Mutual Funds, as the preferred investment option.
Speaking on the same, AMFI chairman Nilesh Shah said: ''Sachin Tendulkar and MS Dhoni evoke unstinted trust and high dependability, and their longer-term orientation in their respective cricketing careers have been akin to retail investors having equally longer-term approach towards investment. Longer-term approach be it, in cricketing career or in Mutual Fund investments can deliver rich dividends be it for cricketers or investors, alike."
AMFI chief executive N S Venkatesh further added: "After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging the cricketing icons.”
“On behalf of the Mutual Fund Industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at the Industry level, “says Venkatesh.
Commenting on the campaign Sachin Tendulkar said: “I am excited to be associated with the Mutual Funds Sahi Hai initiative, through AMFI, to help create awareness about Mutual Funds. Discipline and a longer-term approach is the cornerstone towards achieving success, be it in any sport and likewise in personal investing."
Mahendra Singh Dhoni said: I take great pride in being associated with the “Mutual Fund Sahi Hai’ campaign. Having a goal-based approach, starting early, staying disciplined and not being fazed by volatility, are the four mantras, I have always followed, be it in my cricketing career or in personal money management."
MUMBAI: redBus has launched a large scale, 360-degree integrated marketing campaign, featuring its brand ambassador, MS Dhoni, highlighting the conveniences and advantages of using the redBus platform, as opposed to traditional methods of bus ticketing. It emphatically urges people to avoid being puppets of unorganised ticketing methods and take control over their journeys with redBus.
As part of the campaign, redBus has launched a 30-second TVC, which is the first in the series of two commercials, with the second video set to go live on 7 December. The films emerge from the core idea of highlighting the plight of travellers who are at the mercy of offline bus ticket booking system. They often have no control over the choice of bus, seat or ticket pricing. The films dramatise this lack of control by portraying the offline consumer as a puppet controlled by greater forces. The messaging deals with two major pain-points faced by offline ticket purchasers – limited range of options and arbitrary prices. redBus comes to the rescue on both occasions with Dhoni carrying the brand’s message of ‘taking control’ of one’s bus journey with the help of the redBus app, with his sporty elegance.
The campaign will be aired on all leading national and regional TV channels, including digital and social media.
redBus CEO Prakash Sangam said, “We have strengthened our footprint across the country, especially in West and North India, with MS Dhoni anchoring our campaigns. The online bus ticketing segment is still underpenetrated with tremendous potential to grow and our objective is to attract a large cohort of offline ticket purchasers to experience the convenience of booking on redBus and thereby drive growth.”
On the occasion of the launch, redBus VP and head of marketing Pallavi Chopra said, “The objective of this campaign is to attract a large segment of offline ticket purchasers who are deprived of choice and best ticket prices, to try redBus and enjoy a hassle-free travelling experience. We have put up a strong narrative to emphasise this message, with Dhoni delivering it emphatically to a PAN-India audience. The films are both, educating and entertaining and sure to command strong attention from our audience.”
McCann South EVP Dileep Ashoka said, “redBus, India’s No. 1 online bus ticketing app, has already managed to get a large share of the early adopters on board with previous campaigns. The objective of the current communication is to target the laggards in the category- those who are habituated to booking through traditional methods, despite all the pitfalls. The use of the puppet as a visual device, a catchy rap and Dhoni’s mass appeal is aimed at driving home the message to a wider demographic in the most disruptive way possible and shake offline consumers from their current state of inertia.”
redBus launched its first brand campaign with Dhoni in May this year, where the cricketing legend was cast in an unusual avatar of a hockey player. The films associated with this campaign, emphasised on aspects such as choice of leg room and best discounts offered on the redBus platform and was well received across India. The campaign also helped deliver growth in the west and north markets for redBus.
