ITV

Tag: Tonic Worldwide

  • CID joins Bingo!’s latest flavour investigation in a pickle-packed plot twist

    CID joins Bingo!’s latest flavour investigation in a pickle-packed plot twist

    MUMBAI: ITC’s Bingo! Mad Angles has cooked up a tangy conundrum with its latest innovation, ‘Mystery Pickle’, a new achaar-loaded flavour twist that’s roped in by none other than the legendary CID team to crack the case. In a deliciously bizarre crossover, ACP Pradyuman, Daya and Dr. Salunkhe don their detective hats once again but this time, the only fingerprints involved are likely to be covered in spice.

    Taking inspiration from the brand’s hit variant Achaari Masti, the new launch dives deeper into India’s eternal love affair with pickles — and adds an element of whodunnit with a tongue-in-cheek TVC. Shot in the trademark over-the-top CID style, the ad is packed with forensic clues, slow-motion stares, and a hilarious face-off between the OG CID trio and their own Mad Angles doppelgangers.

    But the masala isn’t just on-screen. Bingo!’s Mystery Pickle also invites consumers to play detective via an on-pack contest, challenging them to guess the secret flavour and win exciting prizes.

    ITC Ltd. VP & head of marketing, Snacks, Noodles & Pasta, Foods Division, Suresh Chand said, “Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go & the tie up with the show CID has enabled us to craft yet another stand out communication & lend gravitas to the whole mystery angle.”

    Tonic Worldwide senior creative director, Josna Joseph said “With Bingo! Mad Angles Mystery Pickle, we didn’t just launch a new flavour, we cracked open a full-blown whodunnit. Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities, this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can’t stop decoding. Just the way Mad Angles likes it”

    Blending nostalgia, humour and a good dose of madness, the campaign gives fans something to chew on both literally and figuratively.

     

  • Odonil launches ‘A Diwali to Remember’ campaign

    Odonil launches ‘A Diwali to Remember’ campaign

    Mumbai: This Diwali, Odonil has unveiled ‘A Diwali to Remember’ — a short film that shines a light on the spirit of generosity and connection. Also featuring Zepto as a delivery partner, the film tells the story of Pushpa, a resilient single mother and housekeeper whose life takes a joyful turn with a thoughtful Diwali surprise.

    Through the unexpected arrival of an Odonil hamper and a cricket bat for her son sent by her boss, the film reveals how small gestures can make people feel valued and seen. As the story closes, the voiceover resonates with the message, ‘Phoolon se mehkte rahe aapke ye anmol rishte. Happy Diwali, aap sab ko Odonil ki taraf se’ (May your precious bonds be as fragrant as flowers. Happy Diwali from Odonil to all of you). This sentiment reflects Odonil’s commitment to fostering closeness and joy, underscoring how true celebration lies in treasuring those who support us every day.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Odonil (@official_odonil)

     

    Conceptualised and executed by Tonic Worldwide, Odonil reminds audiences with this heart-touching film, that the fragrance of love and appreciation makes every home brighter.

  • Dabur Herb’l brings festive cheer with ‘Battisi Mat Dikha’

    Dabur Herb’l brings festive cheer with ‘Battisi Mat Dikha’

    Mumbai: Dabur Herb’l recently launched the Instagram podcast series called ‘Battisi Mat Dikha,’ where humor meets restraint in a unique, playful format. This campaign has been conceptualised and executed by Tonic Worldwide.

    The Diwali edition promises to bring festive cheer while challenging participants to keep a straight face amidst the worst dental jokes imaginable. With this series, Dabur Herb’l not only taps into subculture themes as a creator but also breaks away from the conventions of traditional oral care branding, as reflected in the quirky title.

    Launched earlier in October, ‘Battisi Mat Dikha’ flips the traditional joke-telling format on its head. Participants pair up in a lighthearted battle, trying to make each other laugh with a series of hilariously bad dental jokes, yet there’s a catch: revealing any teeth is strictly forbidden! The playful challenge not only underscores the importance of maintaining a healthy smile but also invites viewers to enjoy the lighter, fun side of oral care.

    In a refreshing twist, the special Diwali edition moves beyond the usual festive messaging about oral hygiene. Instead, it brings a touch of festive humor, incorporating jokes that playfully reference Diwali traditions, celebrations, and sweets.

    Each episode combines humor with the challenge of keeping a straight face, creating a joyful yet competitive atmosphere.

  • BonKaso unveils ‘BonKaso Hota, To Yeh Nahin Hota’ campaign

    BonKaso unveils ‘BonKaso Hota, To Yeh Nahin Hota’ campaign

    Mumbai: BonKaso, a home essentials brand, has launched its latest campaign, ‘Bonkaso hota, toh yeh nahin hota,’ with a series of engaging digital films. This campaign marks a significant step in BonKaso’s brand-building strategy as it aims to expand its D2C footprint.

    The campaign has been developed by Tonic Worldwide, which recently won the brand’s integrated digital marketing mandate, and is being handled out of the Bangalore office. The campaign’s theme draws from their consumer insights, shaping Bonkaso’s unique positioning as a value-driven solution that works for the user, and works for the home.

    The campaign’s centerpiece is a series of films featuring a husband-wife duo navigating real-life, relatable situations. The light-hearted and humorous narratives illustrate how Bonkaso’s products simplify everyday challenges, demonstrating the brand’s promise of adding value with functional utility.

    Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt expressed her views on the campaign launch, “We are thrilled to partner with BonKaso on their journey to becoming a household name in the home essentials space. Our goal is to showcase how BonKaso’s products seamlessly blend functionality and design, enhancing daily life and lifestyle. This campaign creates narratives that resonate with consumers, highlighting the value and joy BonKaso brings to homes. We’ve developed a comprehensive digital strategy, focusing on both brand awareness and consideration, leveraging content creators to amplify the products and proposition, while also integrating the e-commerce shopping festivals.”

    BonKaso business head Rehan Shaikh mentioned, “We are delighted to partner with Tonic Worldwide to drive the digital marketing campaign of our brand BonKaso. The campaign has been built around the problem-solving attribute of BonKaso, which enables our consumer to deal with everyday challenges faced in their home.”

    The campaign will be promoted across major social media and video platforms. This multi-channel approach aims to drive engagement and build a strong emotional connection with the audience, positioning Bonkaso as the go-to brand for home essentials.

  • Tonic Worldwide’s research division GIPSI launches ‘The Festive Report’ part one

    Tonic Worldwide’s research division GIPSI launches ‘The Festive Report’ part one

    Mumbai: GIPSI, the HI+AI insights division of Tonic Worldwide has launched ‘The Festive Report’ part one. The report captures unique insights which are a mix of popular sentiment and undercurrents. The insights will give marketers hacks on SM, content and commerce and also what lingo to use. GIPSI will also launch part two of the festive report focusing on performance insights.

    Speaking on the findings of the festive report, national strategy director and GIPSI co-head Anjali Malthankar said, “Part one of the report can be a marketers-ready reckoner for the 2024 festive calendar. This year’s report highlights several, specific, actionable insights relevant to the festive season which marketers can benefit from. My favourite is ‘Unusual Activities’ as it explores unique, untapped pockets of festive activities. We will soon be releasing part two of The festive report which will focus on the performance insights of the festive season. Every year GIPSI produces festive reports in unique avatars eg. last year we produced Indian Festive Gifters. This year we have The Festive Report in two parts to delight marketers.”

    Tonic Worldwide co-founder and CSO Unmisha Bhatt expressed, “In the ever-evolving digital world, there is a an opportunity for brands to deepen their engagement with consumers during the cluttered festive season.  With Gipsi’s festive edition, we aim to share ways to deepen engagement, building consideration. In the next edition, we focus on the business side by highlighting ways and means to constantly nurture leads further translating to conversions and advocacy. The goal is to enable brands to maximise their share of the basket when consumers are in a mood to indulge.”

    GIPSI, uses a unique methodology of HI+ AI which triangulates multiple data points to decode and deliver actionable insights. The model applied for this report is GIPSI deep listening which scans through multiple data points.

    Report highlights:

    Festive season hacks on digital: In recent times, digital has introduced new updates & new content formats for brands to experiment with. We see that notifications are desirable with an eight times rise in conversations about innovative notifications by apps since Jan’24. You will find hacks like live streaming exclusively for close friends, new interactive stickers on Instagram Stories, and fresh opportunities to engage with the audience.

    Match My Lingo: With over six million GRWM posts on Instagram, 120K mentions of the phrase ‘just dropped’, the next generation’s dictionary of lingos keeps updating every passing day. By tracking and incorporating emerging lingo into festive strategy brands can optimize content for the season with the right keywords and resonate with the audience. Check out 20+ lingos to vibe with your audience this festive season.

    OG vs AG: Consumers are having mixed feelings about AI and how it may be used this festive season. While 30 per cent conversations happened around using AI as a festive planner, there is a 189 per cent increase in negative memes around AI which suggests a corresponding rise in apprehension. With a 629 per cent rise in conversations about learning to identify AI-generated content, consumers are increasingly questioning the authenticity of digital information, asking the question, “Is it safe or sus?”

    Unusual festive activities: Watch out for festive dating this season which is likely to replicate last year’s pattern of rise (171 per cent) in matching with partners during the festive season. Indians will not just travel home this festive but also explore other locations and new experiences. There is a 23 per cent rise in discussions around planning cruise holidays with family.This season, we may also see a dual-spending scenario by consumers as the wedding & festive seasons’ timeline overlaps.

    Discover new content & commerce: With a 16x rise in discussions around livestream shopping, we see consumers hop to shop at a new destination. Seeking inspiration from festive content, consumers are increasingly exploring ‘eco chic fashion’ and healthier alternatives to festive snacking. Moreover, they are loving ‘cheat sheets’ for hard-to-find products from offline & online stores as we see a 278 per cent rise in conversations around ‘festive finds’, making this a festive season of discovery and conscious consumption.

  • L’Oréal Paris launches Panorama Mascara in India with CGI OOH campaign

    L’Oréal Paris launches Panorama Mascara in India with CGI OOH campaign

    Mumbai: L’Oréal Paris proudly showcases its revolutionary CGI out-of-home (OOH) campaign, ‘See Life in Panorama,’ starring global icon Kendall Jenner. This innovative creative is a part of the larger launch campaign of the much-anticipated Panorama Mascara in India, a global bestseller that makes eyes appear up to 1.4 times bigger.

    The ‘See Life in Panorama’ campaign highlights the product’s promise of bigger-looking eyes by taking over larger-than-life touchpoints! This innovative CGI is integrated on a cluster of billboards at vibrant neighborhood of Bandra Turner Road followed by other physical billboard displays in other prominent locations in Mumbai such as Worli Sea Link, Juhu Tara Road, & Goregaon West driving strong cues of luxury.

    The CGI aims to bring out the concept in a way that is larger than life itself, a one-of-its-kind, phygital integration with an actual physical billboard enhanced through digital amplification. This concept is strongly based on reaction that CGI video leaves viewers questioning, “Was it real?”

    This OOH campaign vividly illustrates the mascara’s advanced formula that captures every lash, ensuring they are beautifully coated and defined. Enhanced with L’Oréal Paris’ exclusive five per cent STRETCHFLEX COMPLEX technology, the campaign emphasizes the product’s ability to volumize every lash for a fully fanned-out, panoramic effect.

    Conceptualised and executed by Tonic Worldwide & Posterscope India, the CGI OOH campaign is a visual feast that brings the Panorama Mascara to life in a spectacular way.

    L’Oréal Paris India’s general manager Dario Zizzi expressed his excitement, stating, “We are thrilled to unveil this innovative OOH campaign to launch the gold-star Panorama Mascara in India.  Panorama Mascara, all wrapped in its glossy gold packaging is here to give a luxurious experience to all our consumers, with every coat. With the launch of this campaign, we aim to set new benchmarks for product & marketing innovation because we believe – you’re worth it!”

    Experience the magic of the ‘See Life in Panorama’ campaign at Turner Road in Bandra, Mumbai, and discover more about this exciting new mascara offering, now available in India.

    Panorama Mascara by L’Oréal Paris, priced at Rs 999, is available to shop at e-commerce platforms like Nykaa, Myntra and modern trade counters like Lifestyle, Shoppers Stop & Nykaa on Trend.

  • ITC Bingo! introduces three Korean flavour variants a new brand song

    ITC Bingo! introduces three Korean flavour variants a new brand song

    Mumbai: ITC Bingo!’s latest offering Bingo! 2X Hot and Spicy Korean-style chips are all set to delight consumers with its three sizzling formats – Bingo! Original Style, Bingo! Hashtags and Bingo! Potato chips. Recognising the Indian consumers’ undeniable love for all things Korean, from K-drama to K-pop and now Korean cuisine, Bingo! is the first brand in India to launch Korean-flavoured savoury snacks.

    To amplify the launch and tap into the K-wave, Bingo! has collaborated with popular South Korean singer Aoora, for a new song – Maeun Maeun, which means Spicy, Spicy in Korean. The music video has been conceptualised and developed by Tonic Worldwide. The song is fun, catchy and energetic, set to resonate perfectly with the vibe of the brand. This strategic collaboration leverages the immense popularity of Korean pop culture (K-pop) amongst the target audience, creating a wider buzz around the launch of Bingo! 2X Hot and Spicy Korean-style chips.

    The brand is planning a 360-degree media campaign to connect with the audience. Bingo! will leverage social media to engage users and generate pre-launch excitement. The brand will tap into the relevant online spaces by being present on K-Pop and Gen Z music lineups across leading platforms like Spotify and YouTube. Bingo! will leverage music channels to organically position the song as an engaging content. Promotional spots featuring the song will be strategically placed across movie, music, and general entertainment channels. The brand has also partnered with approximately 15 influencers across regions, including Korean influencers in India, Indian influencers in Korea and food vloggers, to spread awareness about the new launch.

    ITC Bingo! has always been at the forefront of bringing differentiated and innovative snacking experience to Indian consumers. It has carved a niche for itself by bringing several ‘industry–first’ products such Mad Angles!, Hashtags! that takes consumers on an adventure of textures and flavours.

    Today, consumers are increasingly looking to experiment with products and flavours. Research shows that there is a growing interest among consumers to try Korean flavours and engage with Korean culture. According to the Mintel Report, this is more evident among GenZ consumers, with about 30 percent GenZ females showing interest in new Korean flavours.

    Having identified a gap in the market for a Korean-inspired product in the snacking segment, Bingo! Korean style delivers an authentic taste experience that perfectly blends the essence of fiery Korean-style flavours with Bingo!’s potato chips.

    ITC Foods VP & head of marketing, snacks, noodles and pasta Suresh Chand commented on the launch, “The Korean culture has significantly penetrated in India especially among the GenZ audience. We, too, noticed that our consumers are seeking Korean experiences in snacking. Catering to this demand, we have launched the all new first-of-its kind spicy, tangy Korean-Style Chips in the Indian market. Infused with Korean-inspired flavours tailored to the spice-loving palates of India, we are confident that this range will delight our consumers.”

    Spokesperson from Tonic Worldwide said, “This collaboration between Bingo and Aoora is twice as spicy. ‘Maeun’ means spicy in Korean. The new flavour is so spicy that we had to add another ‘Maeun’! As an agency, we are obsessed with the consumer, their behaviour, so when it came to launching a product that is for the GEN-Z, we wanted to do it in their language. K-Pop, is way beyond a music genre for the audience, it’s a part of their culture. The catchy song captures the core essence of the new flavours Korean style. Super excited!”

    The new range will be available across all markets in India in convenient and pocket-friendly packs.

  • Tonic Worldwide launches ‘Craft’

    Tonic Worldwide launches ‘Craft’

    Mumbai: Tonic Worldwide – a digital-first creative agency, has announced the launch of ‘Craft’ – a community platform that recognises the relevance of craft, celebrates creative work and helps budding talent with the resources to succeed.  

    In an era marked by relentless technological advancements the creative industry finds itself increasingly detached from their craft. The leadership at Tonic Worldwide found the need for an industry-wide initiative – a first-of-it’s-kind platform that unites creatives from advertising, filmmaking, branding, product design, animation, visual FX, web design and other commercial creative mediums to share knowledge and collaborate to keep the crafts alive. The platform is anchored by three main pillars:

    ●    Spotlight: This segment showcases case studies across advertising, branding, product design, filmmaking, animation, visual FX, web design and other creative mediums. The idea is to question creativity and its subsequent creations in turn creating knowledge hubs and pools for talent to upskill and excel.

    ●    Stage: Get access to learn from the best in the industry through masterclasses, round tables and quick tutorials, which empower creatives with the resources to succeed. Experts dissect their craft for budding and professional creatives to absorb and adopt.

    ●    Studio: The platform organizes workshops, designathons, writer retreats, filmmaking sessions,  hackathons, and other events which serve as incubators for creativity, enabling participants to bring their ideas to life while providing brands and communities with fresh, innovative perspectives.

    Speaking on this initiative, Tonic Worldwide founder & CEO Chetan Asher said, “The technological advancements have been rapidly changing the way we perceive craft. Here is a platform where  craftswomen and men come together to focus on the basics, learn from each other’s process and collaborate with the ecosystem that includes advertising, marketing, communication and other commercial creative mediums”.

    Head of Craft & chief curator Ashwin Dutt Ponamgi added, “A craftsperson lives for the process, and not just the outcome. If you notice, there are many innovative and groundbreaking pieces of work that go unnoticed. It has become increasingly important to create a community that shares the love for their craft, celebrates various art forms and sustains old techniques. We aim at lauding good work, engaging creatives in community events, and imparting knowledge through curated workshops”.