ITV

Tag: Prashant Issar

  • Dailyhunt launches fun, quirky new benefits campaign targeting youth

    Dailyhunt launches fun, quirky new benefits campaign targeting youth

    Bengaluru: Dailyhunt , India’s #1 local content discovery platform, recently announced its new multimedia campaign, ‘#DailyhuntHaiNa’. The campaign reaches out to the millennials across Bharat, through fresh, young and quirky videos using humor to connect with them to highlight core benefits of Dailyhunt.

    Dailyhunt has always aimed to connect with its audiences across real Bharat. While previous campaigns such as #HarBhashaEqual and #KhudKiSochBanao focused on linguistic diversity and inspired the audience to form their own opinion respectively, the current campaign focuses on the young and fresh nature of the brand and its young audiences.

    The multi-channel campaign, comprising 6 TVCs, Digital, Radio & Outdoor brings alive various features of the app and how they benefit the user. The first 3 short films of the campaign highlight the USPs of Dailyhunt through situational humour.

    Access to hyperlocal content in vernacular languages (local updates)

    The role of deep learning and AI algorithms to predict user preferences (apni pasand ka content)

    Aggregation of more than 2 million pieces of new content every day (latest updates).

    Talking about the campaign, Umang Bedi, President, Dailyhunt, shared “We want to create a brand identity for Dailyhunt which resonates with our target audience’s identity as well- fun, quirky and humorous. The idea behind the campaign was to connect with the millennials (18 to 30 years, across Bharat) and get them hooked on to the unique benefits of Dailyhunt. To also do it in a 15 seconder without dialogues was super cool from the team”

    Amit Akali, Managing Director and CCO, What’s Your Problem :  “After owning the elections through the ‘Tota Mat Bano’ campaign, we wanted to be ‘always on’ in the consumer’s mind. The idea was to identify the key benefits for the consumer. Since the target audience is young India, we were clear the creatives had to be relatable to them, while being edgy enough to stand out. Plus we had to do this in 15 seconds. Hence, we took on a slightly cheeky and provocative tone of voice. That, coupled with some crazy scripts, catchy music and sharp comic timing, hopefully ensured that the films and their messaging can’t be missed.”

    The campaign has been directed by Prashant Issar (Sippy) and produced by Tubelight Films and it will be run across the country in 7 languages across TV, digital and social platforms.

  • O&M creates TVC for Perfetti’s new offering

    MUMBAI: Perfetti Van Melle India (PVMI) has rolled out an ad campaign for launching its new offering, dual-coloured, dual-flavored liquid-filled gum – Center Fruit Mingle.

    The television campaign has been created by Ogilvy & Mather.

    Ogilvy & Mather group creative director Anurag Agnihotri said, “We wanted to create an ad that breaks all the common norms adopted for two-in-one commercials. This ad is both funny and crazy, a combination that has always worked wonderfully for us.”

    According to the agency, the insight for this TVC came from the fact that two flavors are together ‘miley hue‘ in one gum.

    The TVC shows a serious cricket match in progress. The batsman hits the ball into the air and to his surprise, the non-striker dives and catches it. The batsman turns to the umpire to seek resolution and is shocked to see the umpire himself celebrating with the non-striker. The commentator exclaims ‘Ye dono miley hue hain‘ (these two are in it together)‘… just like pineapple and green-apple are together in Center Fruit Mingle- The Mila-Jula Gum‘.

    Directed by Prashant Issar, the campaign has been produced by Tubelight Films.

  • Taproot creates ad campaign for Myntra.com

    Taproot creates ad campaign for Myntra.com

    MUMBAI: Myntra.com, an e-commerce company, has launched a new brand campaign that focuses on the theme “Real life mein aisa hota hai kya”.

    Conceptualised by Taproot India, the campaign was led by Taproot India chief creative officer Agnello Dias and managing partner Manan Mehta.

    The campaign conveys a message that online shopping is more convenient. There are story lines like – ‘no waiting queues but the virtual service waiting for you’ and ‘product trials at the comfort of your home’.

    The online shopping portal seeks to expand their customer base even further with this new campaign.

    Directed by Prashant Issar, the ad film has been produced by Radhika Sawhney from Tubelight Films.

    Dias said, “Myntra.com is clearly one of the country‘s most comprehensive online fashion stores. The idea was to communicate the unique benefits that Myntra.com offers by transposing those advantages on real life shopping which if possible would be quite an incredulous thing. But obviously, it‘s only possible on Myntra.com.”

    There was a considerable amount of confusion on whether Myntra.com was a fashion apparel brand or a fashion apparel destination.

    “We were facing this dual challenge of not only establishing Myntra.com as an online shopping portal for fashion apparels and accessories, but also helping Indian consumers navigate
    through their inherent inertias of shopping online,” Mehta averred.

    The campaign aims to amplify the key product offerings – Cash on Delivery, Free Home Delivery and 30 Day Return Policy in a manner that reflects ease of shopping online and helps burst category barriers.

    The television commercial showcases a real life depiction of youths shopping at a mall and extrapolating the same to an online scenario (showcasing the advantages of online shopping over offline). “With the establishment of the e-commerce industry, the greatest challenge is to educate and captivate the audience on the positives the realm holds. With a film that centers on perks of online shopping, we believe the message will be driven home”, Myntra.com sales head and co-founder Ashutosh Lawania said.

    Myntra.com’s product range includes merchandise from some of the world’s “most popular” brands and spans across categories from clothes to shoes to accessories.