ITV

Tag: Sideways

  • Navi UPI’s unbelievable growth takes centre stage in new brand campaign

    Navi UPI’s unbelievable growth takes centre stage in new brand campaign

    MUMBAI: Navi Technologies Limited, one of India’s fastest-growing financial services companies, unveiled its new brand campaign spotlighting the rapid growth of its flagship payments product Navi UPI.

    Titled “Some things grow unbelievably fast”, the campaign highlights Navi UPI’s swift climb to become India’s fastest growing UPI app* in just two years since launch.

    The campaign aims to build strong consumer recall and reinforce Navi UPI’s position as a high-performing, home-grown disruptor in the country’s digital payments landscape.

    Conceptualised by Sideways, the campaign launched with two tongue-in-cheek TVCs that use surreal, humorous analogies to depict unexpected, rapid transformation – a nod to the pace of Navi UPI’s growth.

    Rajiv Naresh, CEO, Navi Technologies, said, “We’ve let Navi UPI’s growth speak for itself until now. This campaign puts a spotlight on that journey and captures our momentum in a way that’s simple and memorable. Navi UPI has reached millions in two years, but what we’re building is bigger – a sustained, fast-scaling payments destination for Indians.”

    Abhijit Avasthi, Founder of Sideways, added, “The objective was to stand out with our ads from the other UPI players in the market. The fact that Navi is unlike any other UPI app is the reason why it has grown so fast. After that, it was just a matter of sprinkling some quirk and making something memorable. Having a client that placed their trust in us was the cherry on the cake.”

    The campaign launched with high-impact placements on leading OTT platforms JioHotstar and Sony LIV during the India vs. England test match. This is followed by a rich mix across YouTube, digital platforms, print and connected TV properties.

    The films serve as the foundation for a broader, multi-phase storytelling rollout over the coming quarter, with a variety of additional assets – including static, video, and contextual formats – to be introduced across digital, offline and ATL channels.

  • Sleepwell revolutionises sleep tech with Pro Nexa Mattress launch

    Sleepwell revolutionises sleep tech with Pro Nexa Mattress launch

    Mumbai: Sleepwell, India’s leading and most trusted mattress brand is changing the way we sleep with the launch of its latest Pro Nexa Mattress. It’s a quantum leap in sleep technology and a game-changing breakthrough that renders the prevalent memory foam outdated. Pro Nexa Mattress, with its ‘enhanced body recovery’ proprietary technology, the first of its kind in India, offers superior comfort as compared to memory foam.

    The Pro Nexa Mattress is being launched through a nationwide ad campaign featuring the culinary expert and renowned TV personality, Kunal Vijaykar. The campaign showcases the key difference between Sleepwell Pro Nexa mattress and memory foam mattress by using the creative analogy of dough versus bread. Earlier this month, Sleepwell kicked off the ‘Did You Sleepwell’ campaign to nudge people into caring about the comfort of others. Now, it is bolstering the same with this product-centric campaign for the launch of Pro Nexa Mattress.

    Conceptualised by Sideways, the analogy of dough vs. bread, comparing Pro Nexa Mattress with memory foam, is both simple and intuitive enough for everyone to understand and it captures how a body gets stuck in traditional memory foam by depicting it as fingers sinking into dough, highlighting the discomfort and immobility. In contrast, the Sleepwell Pro Nexa’s easy body movement is beautifully depicted using the soft bouncing bread, conveying the unparalleled comfort and freedom of movement it offers.

    Speaking about the campaign, Sheela Foam Pvt Ltd CEO Nilesh Mazumdar said, “Sleepwell has always been at the forefront of foam and sleep technology. With the launch of our latest Pro Nexa mattress, with ‘enhanced body recovery’ technology, we’re not just redefining comfort; we’re delivering on a promise of unparalleled sleep quality. Our relentless pursuit of innovation not only delivers most comfortable sleep but also drives business growth and further solidifies our position as the leader in the sleep industry.”

    Further elaborating, Sideways founder Abhijit Avasthi said, “Pro Nexa technology offers a clear palpable superior experience over age-old memory foam. The challenge was to bring out this difference in an easy, non-technical and relatable manner. Food and sleep are areas that interest everyone and that’s why we thought of this metaphor. We hope it will intrigue viewers enough to try out Pro Nexa mattresses.”

    With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Sharma added, “Pro Nexa by Sleepwell introduces people to a kind of sleep they have not experienced before and thus, it creates a new need segment by doing this. Nexa is to mattress what touchscreen or flip technology was to mobile phones.”

    Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of exclusive retail outlets, multi-brand outlets and distributors. The brand always stays up to date on consumer behaviour – right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.

  • Havmor Ice Cream asks post-lockdown ‘Sabse Pehle Kya Karega’

    Havmor Ice Cream asks post-lockdown ‘Sabse Pehle Kya Karega’

    MUMBAI: ‘Sabse pehle kya karega?’ – a digital campaign launched by Havmor, one of India’s favourite ice cream brands, underlines what’s on everyone’s minds with the lockdown now nearing an end in most places. It focuses on what the consumer really wants the moment life gets back to normal. While there will be a lot of things to do, what’s the first thing they would want to do? The feeling can only be juxtaposed with the smallest, simplest pleasures of life that people were deprived of – like having ice creams. Starting off with ice cream, one would only be assured of bringing back happiness which is the message highlighted in the campaign – Khushiyan wapas le aao.

    Conceptualised by Sideways, the film weaves across demographics set against a happy-go-lucky song. Bound by shooting constraints in the current scenario, the film is wholly created by sourcing home videos keeping the emotions raw and simple, quite like the experience of having an ice cream.

    Havmor Ice Cream MD Anindya Dutta, said, “We feel this brand film will specifically help in strengthening our bond further with consumers, many of whom have been waiting to eat their favourite Havmor Ice Cream. We are confident that ice cream consumption will pick up and we are already seeing green shoots.”

    Havmor Ice Cream head of marketing Shekhar Agarwal added, “The film is an enjoyable way of articulating emotion of what we all want to do once the lockdown is over. Ice Cream is a source of happiness to many, and we see our brand playing a central role in bringing happiness in small measures in our consumer’s day to day life.”

    Sideways founder Abhijit Avasthi said, “Havmor is a brand that promises to unlock joy in ordinary moments. Under the given circumstances just the thought of getting back to a semblance of normalcy is a source of joy for most of us. And that’s what we have tried to capture using a nice hummable track.”