MUMBAI: Every relationship has its ups and downs. But nothing beats the highs and lows of the sibling relationship. The latest campaign for Trends celebrates this realistic and very relatable aspect of this partnership.
Taking off from last year’s Raksha Bandhan campaign, the film captures those memorable fights that become the cornerstones of a shared childhood. It seeks to ignite nostalgia in the viewer and urges them to celebrate their favourite fights with their siblings on social media.
Sraman Majumdar, Senior Creative Director of Brave New World said, “Trends is a brand that appeals to a wide swathe of society. Raksha Bandhan, read sibling dynamics, was a great opportunity to connect with everyone on a personal note. The film is a snapshot of a universal emotion that we can all relate to and interpret through our own lives – whether in bratty humour, mischief, rivalry, peacemaking or just fond nostalgia.”
Brave New World, an integrated advertising agency in Bangalore, India, is the brain behind the campaign. In just a few years, the agency has turned Trends’ social media channels into engagement hotspots. Always pushing the boundaries of what topicality can mean and do for an audience. In just a few hours, the video is already seeing the brand’s engaged fanbase commenting with their stories and anecdotes, with no heed paid to word count; just another great example of the brand’s ability to build powerful campaigns around simple and relatable insights that appeal to all ends of the it’s audience spectrum.
MUMBAI: The challenger Indian menstrual hygiene brand Niine Sanitary Napkins has unveiled a new video campaign this Raksha Bandhan holiday, encouraging brothers to give the gift of menstrual health, hygiene and dignity to their sisters.
Niine Sanitary Napkins launched in India this year with a mission to provide wide access to a high quality, appropriately priced sanitary product to menstruating girls and women across rural and urban India, including in hard to reach areas and communities such as tribal. The video campaign released by Niine Sanitary Napkins is the latest initiative by the Niine Movement, an ambitious five-year plan aimed at raising awareness on the importance of menstrual hygiene and tackling the taboos associated with menstruation.
In the spirit of the festival, Niine Movement’s new film has been produced by the creative agency Anomalous, with the brief being to encourage siblings to talk freely about periods and break the stigma that surrounds it.
Speaking about the concept of the film, creative director Ankita Gupta said: “Raksha Bandhan is a festival that celebrates the love and devotion of a brother and his sister. With the right balance of emotions, the film brings to light that a brother’s role as his sister’s protector should not end at just shielding her from getting in trouble with their parents or the real life bad guys, but by also providing her with the basic necessities to live a healthy and dignified life. We hope this film will enable siblings to talk freely about periods and break the stigma that surrounds it.”
Using the hashtag #SurakshaBandhan, the film tells boys and men to think about giving their sisters a present that matters more than money or other traditional gifts, and give the gift of good health, hygiene and dignity with a Niine.
Niine Movement founder Amar Tulsiyan says, “From no girl child missing school because of a lack of sanitary napkin access to no infections because of poor menstrual hygiene, increasing awareness of sanitary napkins will only have positive effects for women and girls. The only way we can do this is through talking to men and boys too and letting them know that by helping your daughters and sisters access sanitary napkins, you are protecting them. We need to bridge the gap and encourage both men and women to not just talk about menstrual hygiene but also encourage women to use sanitary napkins.”
Despite menstruation being an experience lived by as many as 355 million girls and women in India, approximately only 18 per cent of them currently use sanitary napkins with approximately 82 per cent of women often reverting to unhygienic and unsafe alternatives such as old cloths, rags, hay and even ash. The reasons behind this staggering statistic include decades of archaic attitudes and stigma surrounding menstruation, the lack of choice and accessibility for safe and affordable sanitary products and the limited awareness of the importance of proper menstrual hygiene management; even amongst the 18 per cent, some are still unaware of maintaining proper genital hygiene and the correct usage of the product, often overusing sanitary napkins.
With more than 90 per cent of India not having an adequate waste disposal system, a major deterrent for girls and women not to use sanitary napkins is the lack of disposal facilities. Niine will be the first brand in India to provide free disposal bags along with its product.
MUMBAI: Continuing with its promise of making each occasion even more special and memorable, Mochi, one of India’s largest fashion footwear brand created a humorous ad film, Escape Bro-zone, for Raksha Bandhan.
Conceptualised and created by Makani creatives, the film questions the stereotype emotional appeal in a fun way and takes the audience back to college days. The objective behind this ad film was to break the clutter in the market and strengthen the relationship between the brand and young target audience by reflecting their personalities.
The ad film which will be launched across social platforms- Instagram and Facebook and 400 + cinemas screens across India. The content led strategy was conceptualised after deep diving into consumer insights and hence the script, take and distribution strategy.
Mochi vice president for marketing Alisha Malik says, “Mochi Shoes and Accessories has always been synonymous with fashion, chic style and in sync with their young target audience. This film reflects how Mochi is integrated in the lives of our customers in a fun & engaging way. Wherein other brands are busy playing up emotions on rakhi, we wanted to take a different route to break the clutter. As a brand we share a very strong bond with our customers and will continue to provide stylish, fashionable and quality products to help the consumers to be in vogue.”
MUMBAI: In a recent development, Manish Aggarwal has been elevated as business head of Zee5 India, the OTT platform of Zee Entertainment Enterprise (ZEEL). Prior to this, Aggarwal served as CMO at Zee5.
Before joining Zeel, Aggarwal was vice president of marketing communications with the Chinese multinational corporation LeEco. He has also worked with Myntra as VP marketing and head of monetisation and also worked with the reputed companies like SGA private Ltd, Coca Cola, P&G and Mindshare.
Zee5 was launched in the mid of February and since then it has been gaining a growth across the viwership metrics of MAUs, video views and engagement levels.
ZEEL claims that it is already among the top five entertainment platforms in the country.
The OTT platform has recently come up with its original content called ZEE5 originals, were it has released 14 ZEE5 Originals across six languages and have 20 more originals lined up for release.
MUMBAI: Brand Factory, a fashion discount chain by Future Group, wants to make this Raksha Bandhan a unique experience for siblings. While the world focuses on highlighting just the sibling bond, Brand Factory took a different route to showcase not just the bond but how a brother plays a larger role in a sister’s life. The brand believes that there are unimaginable ways a brother supports a sister no matter how challenging and sometimes unachievable her dreams may seem.
Hence, this Raksha Bandhan, Brand Factory has introduced the #BrotherLikeNoOther campaign. This campaign is its attempt to celebrate those brothers who help their sisters chase and achieve their dreams. Dreams that are often shunned by society, but how a brother will only encourage and coax his sister to chase her dreams.
The campaign began during this week across the brand’s social media handles, Facebook, Twitter and Instagram. The concept of #BrotherLikeNoOther has been brought to life through a series of posts, contests and more that urge participants to share their experiences of how their brother has been a solid support system. The content connected well with audience which was proved by heart-touching sibling stories received on each post. The campaign was further amplified through FB posts which promoted Brand Factory gift cards. Through website integration purchasing gift cards became easy. At the very beginning of the launch, the campaign has received an exhilarating response of more than 6.5 million reach across its various social media platforms.
Simultaneously, mega influencers like Smriti Mandhana, Rajvee Gandhi to name a few and community pages like Awesome Things in India, Scrawled Stories will be joining the #BrotherLikeNoOther campaign soon.
To break the monotony of the generic brother-sister rakhi commercials, here’s a fun and quirky one-minute video conceptualised by Publicis Ambience. The video explains, no matter how crazy, how many demands; a brother can fulfill his sister’s wishes because Brand Factory has a deal for every demand. The video is live on its social media platform and has crossed over 1.5 million views already.
Brand Factory chief marketing officer Roch D’Souza says, “During festivals and occasions Brand Factory would like to be more relevant through its offerings and fabulous discounts, to its customers. We had a holistic 360-degree communication approach for the campaign and have been getting immense responses via personal stories and visuals, through our campaign thought of #BrotherLikeNoOther. This campaign was extended to all our stores through the gifting options for a sister be it shoes, handbags, womenswear and has helped drive women walk-ins to our stores.”
IdeateLabs business head Ashish Rana adds, “Our idea was to pay tribute to this great festival of Raksha Bandhan by highlighting the bigger role of brothers. And digital exploded the #BrotherLikeNoOther campaign by weaving a story around brothers who pushed their sisters to achieve their dreams. The content did work wonders as our social media handles were flooded with sibling stories. Now, we will take this campaign to the next level with digital influencers and community pages.”
Commenting on the campaign, Publicis MD and chief creative officer for South Asia Bobby Pawar mentions, “Brand Factory is a brand that disrupts the category, so we came to the obvious conclusion, how can its advertising be otherwise? When convention dictates that you show good-looking people who ooze an ‘effortless’ ‘aspirational’ ‘youthy’ attitude, we went in the opposite direction.”
Brand Factory is a chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and international fashion brands at 20-70 per cent discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.
MUMBAI: Payback, Indian multi-brand rewards program, has enabled its members to make it special for their loved ones in the form of offers during Rakhi by redeeming points.
Payback points collectors get access to the largest rewards catalogue offering an impressive collection of gift hampers for upcoming occasion and shop for free through redeeming or using points at the Payback rewards catalogue on the website and app.
Rewards catalogue offers variety of hamper options including sweets, chocolates, dry fruits, cakes, combos in addition to a wide range of products from categories like apparels, travel, gadgets to appliances and more.
Furthermore, Payback this year sweetens celebrations with the first anniversary sale of its popular instant voucher platform VoucherWorld, where Payback Members can get exciting offers with up to 50 per cent extra on vouchers of leading brands like Myntra, Woodland, Levi’s, Shoppers Stop and more. Members can also earn and redeem points on all their purchases.
Payback is running a special shoppers’ contest, where every week one lucky winner wins 25,000 bonus points and by month-end, lucky winner wins 1 lakh bonus Payback points basis their shopping this August month.
Payback members can also enjoy double savings this festive month when they shop for top and most popular brands available across 70+ online sites such as Amazon, Flipkart, Myntra, Paytm Mall by earning new rewards points on the entire shopping over and above the online discounts available when they shop via website or app.
Sharing the excitement, Payback India CMO Ramakant Khandelwal says, “Raksha Bandhan is a beautiful festival of love and bonding and we have brought innumerable offerings for Payback Members to enrich their joy & happiness. At Payback , we believe in making peoples’ life more rewarding and always encourage members to accumulate points, so they can use them during such special occasions to make shopping with Payback partners worthwhile. Through our wide network of partners and platforms, we make sure our millions of members get access to best of deals & offers and enjoy a delightful shopping experience.”
*What Shah Rukh Khan and director Imtiaz Ali have done with Jab Harry Met Sejal can be called a patch-up job. The distributors may lose money but what Shah Rukh Khan has lost in this one weekend is his 25 years of stardom and goodwill.
The Pandora’s Box opened with a poor response. The film turned out to be the most negatively rated film ever; the audience anger was palpable — for being taken for granted. To add to their fury were the escalated admission rates at the cinema halls, especially at the multiplexes.
The film collected approximately Rs 145 million on day one, dropped a little on Saturday followed by and managed similar collections even on Sunday to end its first week. The film was expected to get some sustenance on Raksha Bandhan holiday in many parts of India.
*Gurgaon, a film about a local land-grabbing mafia of Gurgaon city, found no takers. Local issues don’t draw viewers.
*Mubarakan failed to encash on its potential. Despite being a family entertainer, it suffered due to poor opening and, then, also failed to pick during its first week. However, due to negative reports of Jab Harry Met Sejal, the film got a better second weekend. It collected Rs 349 million for its opening week and added Rs 60 million in the second weekend.
*Indu Sarkar, the film on the Emergency, collected Rs 45 million in its first week. Very poor.
*Raag Desh, the film about three INA soldiers facing the wrath of the British army, remained very poor. It collected about Rs 7.5 million in its first week.
*Munna Michael added Rs 11.5 million in its second week taking its two-week tally to Rs 319.5 million.
*Lipstick Under My Burkha collected Rs 64 million in week two to take its two-week total to Rs 169 million.
*Jagga Jasoos collected about Rs 8 million in its third week to take its three week tally to Rs 512 million.
*Mom collected Rs 7.5 million, taking its three-week total to Rs 326 million.
MUMBAI: Sapient Razorfish has bagged an award for the best construction online video at the prestigious 2017 Internet Advertising Competition Awards for their campaign for UltraTech Cement – #RealRaksha. Presented by The Web Marketing Association, the Awards were announced on 29 March, 2017.
With the interpretation of ‘Raksha’ or protection becoming increasingly archaic, it was important to bring forth a perspective that was not thought of before. The campaign communicated the concept in a unique way, drawing on UltraTech Cement’s core belief that protection doesn’t just involve strangers on the street, but begins at home. For the campaign, Sapient Razorfish built on the narrative of protection with the theme of Raksha Bandhan as a platform.
The campaign was successful in driving the message on the hypocrisies associated with the concept of protection, and the need to change at an individual level. In addition to sensitizing people, the campaign became an instant hit online, garnering a total organic reach of 4,594,524 on Facebook, with 499 comments, 16,000 shares, and total views of 38,53,643.
“This award corroborates our shared commitment to excellence, and the vision that was interpreted successfully,” said Sapient Razorfish India senior creative director Dinesh Swamy. “We always challenge ourselves to be innovative and engaging. The award is a great motivation to keep striving to excel and deliver our best to every project, and every client”, he added.
“The message of true protection and strength to understand that comes from within has been captured well in this film,” said Aditya Birla Group UltraTech cement marketing services senior VP Kumar Pillay.
MUMBAI: Raksha Bandhan, the festival that celebrates the bond between siblings, is just around the corner. Amazon India has come out with their latest campaign,
#DeliverTheLove as a reminder of what is really important for Raksha Bandhan.
Conceptualised by Ogilvy & Mather, Bangalore, and directed by Amit Sharma of Chrome Pictures, the film beautifully captures the sentiment that nothing can be cherished more than moments spent with your loved ones. This campaign is led by a digital film, and includes Print, OOH, Digital and Radio.
Commenting on the launch of the campaign, Amazon India Spokesperson: Rakhsha Bandhan is a beautiful festival which celebrates a unique bond between a brother and sister. With our fast paced lives, relationships end up taking a back seat. With the campaign #DeliverTheLove, we are trying to communicate that while we can deliver anything you want, anywhere you want, nothing is more important than cherishing the relationship you have with your sibling, by meeting them in person.
Ogilvy executive chairman and creative director Pirush Pandey said : This is a brilliant piece of work. It is a wonderful leadership statement, brilliantly written, acted and directed. Being a brother of seven sisters, I am completely and totally moved.
Ogilvy & Mather India CEO Kunal Jeswani added, “Amazon has everything going for it. A wide selection of products, great quality and customer-friendly service. While it’s obviously a great place for India to shop, it’s also become the natural choice when you want to send someone a gift. Some festivals like Raksha Bandhan, however, are a little different. Nothing can replace the joy of a brother and sister meeting on Raksha Bandhan. There is a magic there that should never be replaced by anything. Coming from a brand, that is a beautiful, brave statement.”
Ogilvy Bangalore, ECD Mahesh Gharat said, “With this campaign, brand Amazon has taken a higher ground. This is an example of brand courage, where an online shopping brand says that sending a gift is not the same as going and giving it yourself.
MUMBAI: Raksha Bandhan, the festival that celebrates the bond between siblings, is just around the corner. Amazon India has come out with their latest campaign,
#DeliverTheLove as a reminder of what is really important for Raksha Bandhan.
Conceptualised by Ogilvy & Mather, Bangalore, and directed by Amit Sharma of Chrome Pictures, the film beautifully captures the sentiment that nothing can be cherished more than moments spent with your loved ones. This campaign is led by a digital film, and includes Print, OOH, Digital and Radio.
Commenting on the launch of the campaign, Amazon India Spokesperson: Rakhsha Bandhan is a beautiful festival which celebrates a unique bond between a brother and sister. With our fast paced lives, relationships end up taking a back seat. With the campaign #DeliverTheLove, we are trying to communicate that while we can deliver anything you want, anywhere you want, nothing is more important than cherishing the relationship you have with your sibling, by meeting them in person.
Ogilvy executive chairman and creative director Pirush Pandey said : This is a brilliant piece of work. It is a wonderful leadership statement, brilliantly written, acted and directed. Being a brother of seven sisters, I am completely and totally moved.
Ogilvy & Mather India CEO Kunal Jeswani added, “Amazon has everything going for it. A wide selection of products, great quality and customer-friendly service. While it’s obviously a great place for India to shop, it’s also become the natural choice when you want to send someone a gift. Some festivals like Raksha Bandhan, however, are a little different. Nothing can replace the joy of a brother and sister meeting on Raksha Bandhan. There is a magic there that should never be replaced by anything. Coming from a brand, that is a beautiful, brave statement.”
Ogilvy Bangalore, ECD Mahesh Gharat said, “With this campaign, brand Amazon has taken a higher ground. This is an example of brand courage, where an online shopping brand says that sending a gift is not the same as going and giving it yourself.
