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Tag: social media campaign

  • Vedanta Aluminium gets ‘punny’ with its latest social media campaign

    Vedanta Aluminium gets ‘punny’ with its latest social media campaign

    Mumbai: If you thought there’s not much to laugh about when it comes to metals and minerals, think again. In a refreshing departure from stoic business-to-business (B2B) conventions, Vedanta Aluminium, a producer of aluminium, has launched a quirky social media campaign called ComicAL, recontextualising the versatile features of aluminium, often dubbed the ‘Metal of the Future’, in hilarious situations.

     

     

    Who knew that aluminium, a no-nonsense metal when it comes to delivering high quality and top-end performance in several cutting-edge applications, also has a lighter side (quite literally!). Aluminium is renowned for its high strength-to-weight ratio, which means that even though it is light in weight, it is a heavyweight in the strength department.

    And funnily enough, aluminium’s strengths now include having a humorous side as well, thanks to Vedanta Aluminium. As part of this distinctive campaign, the company has crafted a series of catchy social media posts guaranteed to have social media users do a double take, shedding light on the remarkable world of aluminium through clever puns and witty humour.

    For example, picture aluminium foil deftly wrapping up last night’s leftovers accompanied by the caption “Foiled again!” Yes, the company’s pun game is as strong as its aluminium, and the campaign is set to have a ‘see’ change in the way users view aluminium.

    Social media users may enjoy another one playing on beverage cans, where one glum-looking beverage can is desperately out to seek help, because crushing it for recycling was “soda-pressing” Aluminium is ubiquitous as the material of choice for producing beverage cans, and the post subtly hints at this usage.

    The other posts in the series similarly marry other features and applications of aluminium with a uniquely humorous take. But why the comedic twist from a giant in the global aluminium industry? The answer is simple: laughter is a universal language that brings people together. While aluminium is ubiquitous in its uses, from kitchens to outer space, its remarkable versatility remains somewhat of a hidden gem for end consumers. Through these side-splitting posts, Vedanta Aluminium aims to educate and entertain its audience in the most amusing way possible.

    Vedanta Aluminium chief brand & communications officer Sonal Choithani, shared her thoughts on this unique campaign, saying, “As leaders in the aluminium industry, Vedanta Aluminium believes in setting the bar when it comes to innovation, not just in terms of our products but also in terms of our audience engagement. Whether it’s pioneering new technologies or launching campaigns to inform and educate our diverse stakeholders, we believe in taking the path less travelled. With this ethos in mind, we have introduced this refreshingly new approach to convey the potential of the ‘metal of the future.’ Aluminium is an integral part of our daily lives, and our latest campaign will undoubtedly make you view this metal from a completely new perspective.”

    The campaign is now live across Vedanta Aluminium’s social media platforms, including LinkedIn, Facebook, Twitter, and Instagram. Don’t miss out on the fun – follow, like, and share the giggles with friends and family. Vedanta Aluminium invites its audience to use these posts to spread a lot of laughter with a dash of useful insights too!

    Vedanta Aluminium, a business of Vedanta Ltd, is India’s largest producer of aluminium, manufacturing more than half of India’s aluminium i.e., 2.37 million tonnes in FY24. It is a leader in value-added aluminium products that find critical applications in core industries. Vedanta Aluminium ranks 1st in the S&P Global Corporate Sustainability Assessment 2023 world rankings for the aluminium industry, a reflection of its leading sustainable development practices. With its world-class aluminium smelters, alumina refinery and power plants in India, the company fulfils its mission of spurring emerging applications of aluminium as the ‘Metal of the Future’ for a greener tomorrow. www.vedantaaluminium.com

  • BBDO India announces new campaign for Milkbasket

    BBDO India announces new campaign for Milkbasket

    Mumbai: Milkbasket has rolled out a new campaign in partnership with BBDO India. The campaign spreads the message that no matter what life throws your way, one thing is for certain: there’s always a way to save the day. Through six short videos, BBDO India captures and brings to life a number of everyday life scenarios we can all truly relate to, from weight gain to unexpected invited guests to the unfortunate consequences of a night out—sure to make anyone smile.

    Speaking about the association, Milksbasket co-founder Yatish said, “Milkbasket, as a brand, represents reliability and convenience. We always strive to live up to our promise of an assured delivery of daily essentials by 7 a.m. every morning, come what may. Our customers frequently express how much Milkbasket has simplified their home management. That’s why we wanted to develop a fresh new campaign that honoured how our customers feel about us and how much we care about them and their daily lives. I wanted a refreshing take on our everyday life scenarios—something that is crisp, short, witty, and memorable. I am glad about the work put in by our brand team and BBDO on this campaign. I believe this campaign would leave behind millions of smiles.”

    Adding to it, BBDO chief growth officer and general manager Nikhil Mahajan says, “Milkbasket has a very unique offering, solving a problem that probably every household faces. That, combined with our age-old tradition of having essentials bought or delivered early in the morning, makes for a great positioning platform that’s high on both relevance and relatability. As we scale up the service across multiple cities, the task of hyper-localising the brand and finding cultural roots in the everyday behaviour of our TG is the key opportunity and objective that we are going after. We are working very closely with the team at Milkbasket to create a national power brand that is truly regional in its behaviour. It’s been a super exciting journey, and I’m looking forward to the results this campaign brings to the business.”

    Talking about the creative thought, BBDO Delhi chief commercial officer Krishna Mani said, “This insight of making mornings good came from the personal experiences of the team working on the brand. Everyone in the team is a frequent user of the Milkbasket app, and they swear by it. The feeling of waking up and finding your Milkbasket packet at your door, complete with everything you need for the day, just makes mornings that much better. Good morning should really be said because it’s a good morning!”

  • PMG brings together Tendulkar & Dhoni for new campaign

    PMG brings together Tendulkar & Dhoni for new campaign

    Mumbai: Professional Management Group has brought together the two cricket legends—Sachin Tendulkar and Mahendra Singh Dhoni—in one campaign.

    Launched by the Association of Mutual Funds in India under SEBI’s guidance as a part of its investor awareness outreach program, the “Mutual Funds Sahi Hai” campaign aims to educate the common public about mutual funds and dismiss myths around them. 

    The AMFI campaign’s aim is to position mutual funds as a preferred investment option for potential investors. PMG finds commonality between financial goals, from taking calculated risks based on a wealth of experience to being aware of surprises from opponents as useful tips in staying a step ahead in matches and making the most of available resources. Hence, the two cricketers make a perfect choice for the campaign creating awareness around mutual funds.

    PMG, India’s first sports marketing company, first struck a deal with AMFI in 2020, which included legendary cricketers like Sachin Tendulkar and Mahendra Singh Dhoni. The association is now three years old and looks to grow stronger with each passing year.

    The AMFI is an association of all the asset management companies of the SEBI-registered mutual funds. The latest “Mutual Fund Sahi Hai” campaign, featuring these two cricket icons, encourages people to start investing in mutual funds through the monthly SIP route for their long-term financial goals, like their children’s future and retirement.

    Commenting on the long-term partnership, Sachin Tendulkar said, “It has always been a wonderful experience working with the AMFI team. With every campaign, the aim has been to generate greater awareness about the benefits of investing in mutual funds with a long-term view. This campaign is no different, and we hope to highlight the importance of investing along with saving, which is a crucial message for all.”

    Referring to the importance of investing for the long term, M. S. Dhoni explained, “Staying put for the long term is what works best, be it cricket or investments. Mutual fund investments are managed by qualified professionals who have in-depth knowledge of the markets and are backed by years of research. Investing at least some portion of your savings in mutual funds will help you achieve long-term financial goals, is the key message that we are trying to convey with this campaign.”

    AMFI chief executive N. S. Venkatesh said, “This is the third year of our association with Sachin Tendulkar and Mahendra Singh Dhoni. Their contribution to Indian cricket has been exceptional, and people look up to them. Bringing them together for this campaign was a big step towards bringing mutual funds closer to the general public. The response has been great, and we couldn’t have asked for more. We thank PMG for getting this organised for us.”

    Professional Management Group COO Melroy D’souza added, “This is a landmark moment for Indian TV as two of the biggest legends from the sporting world come together for a campaign. Both Sachin Tendulkar and MS Dhoni stand for trust, belief, and long-term vision, which are synonymous with AMFI’s campaign vision. We at PMG are thrilled that we managed to get them together and will continue to work on out-of-the-box ideas and create an impact.”

  • PHD India rolls out new campaign for Volkswagen Taigun

    PHD India rolls out new campaign for Volkswagen Taigun

    Mumbai: PHD India has launched a campaign in partnership with evo India magazine, demonstrating the sheer power of the Volkswagen Taigun and highlighting its one-year journey in a way that has never been done before.

    To showcase the SUVW’s distinctive characteristics, sturdiness, and perseverance, PHD India and evo conceptualised the “Border Patrol” campaign, which shines a light on its state-of-the-art features and puts its safety and endurance to the test.

    The idea behind the campaign involved taking the Taigun on a challenging and thrilling 579-km journey through the unmapped terrain of the Bharatmala Road in the Rajasthan sector, along the borders of Pakistan. From dusk to dawn, the four variants of the Taigun powered through sandy and snowy routes to reach their final destination, setting a national record in the India Book of Records for the longest drive along the Western border and establishing a high performance and safety benchmark for the segment.

    Volkswagen head of marketing Abbey Thomas flagged off the epic event, and the evo India team, led by Sirish Chandran, undertook the journey while Team PHD took on the reins of the marketing strategy.

    Speaking about the campaign, PHD Media CEO Monaz Todywalla said, “As challenger brands, both Volkswagen and PHD Media share a highly ambitious mindset, and redefining the status quo is in our DNA. It was an exciting opportunity for us to execute a campaign that draws inspiration from this viewpoint and helps Volkswagen create unparalleled experiences unlike any other.”

    Adding to this, Omnicom Media Group chief content officer Shailja Saraswati stated, “Milestones are a terrific moment to spark joy, and as celebrations go, nothing speaks volumes like a stand-out immersive experience that draws audiences in. The Border Patrol campaign is an ode to Volkswagen’s journey in India and captures Taigun’s ‘hustle mode’ with evocative storytelling of heroic stories and pizzazz!”

    Volkswagen Passenger Cars India head of marketing and PR Abbey Thomas said, “The Volkswagen Taigun is one of our most admired models by virtue of being the first SUVW made with love in India for the Indian market. Our goal is to stay true to our roots and create a slick SUV built on the core DNA of the Volkswagen brand. The hustle that could take on the most challenging terrains in India with ease while delivering the highest level of safety and comfort. To showcase its capabilities and celebrate its first anniversary, we needed to go the extra mile and do something out of the ordinary. Thanks to PHD Media and evo India, we delivered an experience that is off the beaten track and puts the spotlight on the unmatched endurance and performance of the Volkswagen Taigun.”

    evo India editor Sirish Chandran said, “Our partnership with Volkswagen and PHD India enabled us to carry out a thrilling campaign that we were glad to be a part of. Having the opportunity to do something we had never done before was an exciting prospect in itself. Undertaking such a challenging but exciting journey and setting a new national record in the process was an experience unlike any other. We knew it was not going to be easy, but the Taigun’s capabilities on the road far exceeded our expectations and made it an unforgettable journey unlike any other.”

  • CenturyPly announces new campaign #LetsNotForgetAlzheimers

    CenturyPly announces new campaign #LetsNotForgetAlzheimers

    Mumbai: Century Plyboards has launched “#LetsNotForgetAlzheimers” under its annual IP, CenturyHeroes. Designed in association with the creative digital agency Sociowash, the campaign has already reached 8.9 million people so far.

    Together, CenturyPly and Sociowash developed concepts that would create curiosity, raise awareness, and leave a lasting impression around Alzheimer’s.

    The campaign is live on social media platforms like YouTube, Facebook, Instagram, and the website. To reach the masses, the brand also leveraged the print medium and placed an ad in the classified section of a leading daily newspaper.

    The messaging about the campaign is tied back to a specially curated microsite, www.letsnotforgetalzheimers.com, which aims to interact, engage, and inspire the audience through a gamification route.

    The campaign starts with three bafflingly simple questions, followed by a heart-touching brand film released to spread the message through multiple digital avenues. The campaign celebrates three types of heroes: one who fights the daily battle, one who is the support system throughout, and one who puts in extra effort for others.

    Commenting on the campaign, Sociowash co-founder Raghav Bagai said, “We devised the strategy focusing on CenturyPly’s target group. With this campaign, the main aim was to get the message across straight and clear. From fixating on the campaign tonality to channel selection and finally cracking the copies, each and everything was done to leave a long-lasting impression that not only spreads awareness but provokes thought.”

    “CenturyPly has progressed year on year, and each year they support a different social cause with their annual IP CenturyHeroes. Through this campaign, they wanted to raise awareness amongst people about Alzheimer’s disease, which has gone unnoticed until now. The campaign has touched 8.9 million people who learned about Alzheimer’s. Many identified the message while taking necessary steps to be mindful of the cause.” Raghav added.

  • Vijay Sales campaign garners 2.56 mn impressions across social media

    Vijay Sales campaign garners 2.56 mn impressions across social media

    Mumbai: Vijay Sales’ latest campaign for its new store launch has garnered 2.56 million cumulative impressions across social media. Conceptualised and executed by Puretech Digital, the campaign included an interactive contest to generate more buzz for their new store openings in Telangana and Andhra Pradesh via their launch film.

    Vijay Sales announced a hook step challenge called the ‘#VijaySalesMove’ and collaborated with social media influencers, to promote the challenge and the presence of the stores. Puretech Digital strategically roped in regional influencers to bring in a local and personal touch to the activity. Influencers like Pranavi Manukonda and Aqsa Khan participated and posted reels doing the hook step. The audience was encouraged to recreate the hook step and win exciting prizes.

    The “#EkkadakiVelaali” campaign contest was announced on 29 July 2022 and ran for one month, until 31 August. The contest winners were revealed on 1 September, and the three winners and runners-up were gifted with exciting prizes like OnePlus televisions and boAt headphones.

    Speaking on the success of the activity, Puretech Digital’s branded content vertical RevUp business director Aastha Beecham said, “The campaign was centred around engaging the audience of the region to make them aware of the launch of the Vijay Sales stores in Telangana and Andhra Pradesh.  From the feisty rap composition to the hook step challenge, we had a great time shaping this new, fresh messaging tone for the brand. The “#EkkadikkiVellaali” campaign received an overwhelming response from the audience, making it a great success for us and the brand as well.”

    Commenting on the association, Vijay Sales director Karan Gupta said, “Our partnership with Puretech Digital has enabled the integration of a creative facet to our communication, and with this campaign, it has only gotten better. This campaign is very close to us, and the agency has delivered effectively due to the foundation of the relationship we’ve held for the last two years.”

  • CaratLane launches festive campaign ‘#MereStyleKiDiwali’ to promote their gifting products

    CaratLane launches festive campaign ‘#MereStyleKiDiwali’ to promote their gifting products

    Mumbai: CaratLane has launched its digital film, Mere Style Ki Diwali, on the occasion of Diwali. Introducing the first of four digital films, the campaign aims to showcase that while jewellery plays an important role in “intimate gifting relationships,” every person has their own style of celebrating Diwali and honouring the traditions of the festivities. BBH Communications India conceptualised and executed the “#MereStyleKiDiwali” campaign.

    Building on the brand’s core purpose to help consumers express their emotions, CaratLane’s latest film brings to life the journey of a daughter-in-law finding her own unique expression with her in-laws on the occasion of her first Diwali with them. The story beautifully captures the slight nervousness and the confidence felt by her as she prepares for an evening with her husband and his parents. We see her styled in a silk saree with an off-white blazer and a brown belt, non-conventional and yet an acknowledgment of her tradition. The film takes us through the surprise she has planned for her mother-in-law by bringing both her worlds together.

    Whether it is gifting something memorable to family or friends, or even gifting yourself something to celebrate personal milestones, CaratLane aims to create designs and solutions for customer needs. The brand has also highlighted their 24-48-hour delivery service and the 15-day exchange service through the digital films.

    Speaking about the campaign, CaratLane vice president of marketing Jennifer Pandya said, “We have understood from many customer stories and interactions that our jewellery plays a central role in helping customers express their unique sense of style and personality. We’ve seen how jewellery is gifted by  women to their family on occasions such as Diwali, and CaratLane designs are perfect for such gifting occasions. They enable the gifter to express their gratitude and love while also celebrating their tradition and culture in a way that is meaningful to them. “#MereStyleKiDiwali” is born from numerous such stories that we want to celebrate this year. Through this campaign, we aim to showcase CaratLane as a gifting destination for different relationships during the festive season and help customers embrace their style of celebrating. We also wanted to highlight the different services like fast delivery, 15-day exchange, and old gold exchange, positioning CaratLane as a brand that creates solutions for customers rather than just a jewellery brand.”

    Adding to it, BBH India ECH Aarti Srinivasan said, “For a brand that designs some of the most unique and modern fine jewellery, our attempt has always been to let this modernity reflect in the communication we design. With #MereStyleKiDiwali, we wish to send out the message that there aren’t any set rules or ways of celebrating Diwali. Whether it is jewellery, rangoli or mithai, the idea is to encourage people to add their own style and embrace their uniqueness without the social pressures of fitting in.”

  • Coca-Cola launches a limited edition bluetooth-enabled gift bottle

    Coca-Cola launches a limited edition bluetooth-enabled gift bottle

    Mumbai: Coca-Cola India has rolled out a technological product innovation-a “locked” Coke, which is a limited edition bottle of the beverage for the festive season. The “locked” bottle is fitted with a special bluetooth-enabled cap that is programmed to open only in the presence of the sender’s mobile phone.

    The concept is in line with Coke’s recent “#MilkeHiManegiDiwali” campaign, which encourages consumers to meet and celebrate this Diwali in-person. The innovation will be brought to life by a 360-degree campaign, including a series of digital films and partnerships with popular influencers.

    This is a first-of-its-kind product innovation by Coke in India and the TVC film has been conceptualised and created by Ogilvy Mumbai. The bottle can be ordered via a website by filling in the gift recipient’s residential address and a customised festive wish or message. The recipients will then receive the customised bottle via delivery, which will be pre-programmed to detect the presence of the sender’s mobile phone in order for it to be unlocked. This unique bottle acts as a symbolic reminder of a promise made to meet in person.

    Speaking about the initiative, Coca-Cola director of marketing Kaushik said, “We at Coca-Cola are excited to unveil a first-of-its-kind product innovation to our consumers. Digital enablement and product innovation are key pillars of growth for us at Coca-Cola, and our new “locked” bottle perfectly aligns with this strategy. The unique limited-edition gift bottle (that is available in India) is sure to inspire social connections, as people come together to meet, greet, connect, and share a (locked) Coke this Diwali.”

    Ogilvy India chief creative officer Sukesh Nayak added, “This is an invitation that I hope no one declines. We hope this beautiful merger of tech with humanity that has created the most inviting Diwali invitations sees people make the effort to go and visit the person inviting them, open the locked bottle of Coke, and enjoy it together.”

  • Amazon India to recognise delivery associates’ efforts with ‘#DeliverThanks’ campaign

    Amazon India to recognise delivery associates’ efforts with ‘#DeliverThanks’ campaign

    Mumbai: Amazon India has announced the third edition of “#DeliverThanks,” a campaign to encourage customers to extend their gratitude and thank delivery associates across the country.

    Through this campaign, Amazon India aims to acknowledge the efforts of tens of thousands of delivery associates across all e-commerce companies who work tirelessly to make the festive season more joyous, hassle-free, and memorable for all customers.

    This edition of the campaign urges customers to thank the delivery associates by posting thank you messages on social media to create India’s longest thank you note. The message could be a drawing on paper, a self-composed poem, or a song, among other creative ways to express their gratitude. Customers must then photograph or record a video of the thank you message and post it to their social media accounts with the ‘hashtag DeliverThanks’ and tag Amazon handles.

    The contest will be live from 6 to 20 October and the most creative entries will win Amazon gift cards. 

    Commenting on the campaign, Amazon India director of customer fulfilment, supply chain & transportation services Abhinav Singh said, “We are grateful to the tens of thousands of associates who go above and beyond to bring smiles on the faces of our customers during the festive season. This campaign is a celebration of all those who are part of the fulfilment and delivery network. Thousands of messages and well wishes were sent to our associates last year during the second edition of the “#DeliverThanks” campaign. This year, we urge customers to extend their gratitude to these associates across the retail and e-commerce industries in India. Through this campaign, we would like to share with associates the appreciation of the people of India.”

    This edition of the campaign by Amazon India has been launched with a digital film that shows customers supporting and appreciating the continuous efforts of delivery partners who are always available to help consumers with their hunger pangs, medical emergencies, grocery shopping, or festive shopping. The video also gives customers ideas on how they can express their gratitude towards delivery associates by posting their thank you messages via video, tweets, and posts on social media. This is aimed at encouraging the audience to participate in the campaign.

  • Shaadi.com takes internet by storm with #ShaadiKarniHaiKya

    Shaadi.com takes internet by storm with #ShaadiKarniHaiKya

    Mumbai: Shaadi.com has started a new Twitter trend #ShadiKarniHaiKya. With this, the matchmaking platform has hopped onto a Twitter opportunity, turning it into a witty and fun way of promoting its brand on social media.

    When Sagar (@sagarcasm) tweeted – Bahot kar rahi ho, shaadi karni hai kya?, Shaadi.com promptly retweeted – Itna brand name use kar rahe ho, #ShaadiKarniHaiKya?, thereby sending the Twitterati into a frenzy to join the banter and making the hashtag the top trend of the day.

    Shaadi.com’s #ShaadiKarniHaiKya trend took the Internet by storm, chartering #1 on Twitter’s all India trending page with over three million impressions within a few hours. Unable to resist joining in and outwitting each other with their funny spin on the one-liner, over 7000 tweeple engaged in the activity. The campaign saw everyone, from influencers like Trendulkar (@Trendulkar) and SwatKat (@swatic12) to brands from across domains, get creative and chime in with their own take on the phrase. Some of these hilarious takes include, Dominoes’ – Last slice offer kar rahe ho, #ShaadiKarniHaiKya? and Dunzo’s – Unka address add karke groceries manga rahe ho, #ShaadiKarniHaiKya? Meanwhile, brands such as Disney+ Hotstar, Meesho, Myntra, CoinSwitch Kuber, Lenskart, Mad Over Donuts, Kotak Life, Upstox, Cleartrip, McDonald’s, SUGAR Cosmetics, Boat, Amazon MiniTV, Samsung India, and many more, too joined the bandwagon with their funny tweets alongside the super shark and founder of Shaadi.com Anupam Mittal, himself.

    Talking about the trend, Shaadi.com associate director- social media & creative Devesh Rohmetra said, “Singles in India often struggle with picking up on hints. So when our favourite tweleb, @sagarcasm, posted a tweet about it, we jumped at the opportunity and made a hashtag out of it. And through this activity, we, along with netizens, created an encyclopaedia of 5000 (and increasing) fun ways to drop hints and to pop the real question #ShaadiKarniHaiKya?”

    The quirky activity witnessed Twitter users engage with the interesting tweet format in a fun and relatable manner while, at the same time, it also saw Shaadi.com help the audience navigate the problem of identifying hints and signals in the nuances of their daily lives. Not just that, but the campaign also enabled the brand to successfully and organically break through the online clutter on social media and build upon its high brand recall value with the hashtag.