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Tag: TVC

  • Cadbury’s iconic cricket ad gets a contemporary twist

    Cadbury’s iconic cricket ad gets a contemporary twist

    MUMBAI: Confectionary giant Cadbury surprised its consumers on Friday, as it released its iconic 90’s ad – ‘Asli swaad zindagi ka’, albeit with a contemporary twist.

    Decades later, the heartfelt ad remains true to its original idea almost frame-to-frame. There is a nail-biting cricket match in progress, the scoreboard reads ’99 not out’, and the batter is gearing up to face another ball. A young spectator sitting among the crowd of well-dressed audience watches anxiously while biting into a Cadbury’s Dairy milk chocolate bar, muttering a silent prayer as the player goes for a big hit.

    The stadium erupts in joy. Only this time, the cricketer batting at the crease is a woman. The ad released on Friday, showed a young woman cricketer scoring the winning run as her male friend makes a dash towards the field, dodging the security guard. He dances with the unabashed glee reminiscent of the original film, celebrating his friend’s smashing performance, as she watches him in delight and the crowd cheers on.

    The refreshed version of the brand’s iconic campaign, conceptualised by Ogilvy India wishes good luck to the Indian women’s cricket team, with a rousing message of #GoodLuckGirls.

    “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez and at Ogilvy has made this magic, made it relevant, exciting and so did Cadbury, in its bold and front foot fashion,” said Ogilvy, chairman global creative & executive chairman India, Piyush Pandey.

    The 1994-released Cadbury Dairy Milk campaign directed by Mahesh Mathai, featuring model Shimona Rashi with the memorable jingle ‘Asli Swad Zindagi ka’ is fondly remembered till date. It not only changed the perception that chocolates were only for children but it also broke away from the stereotypical ‘prim and proper’ image towards adulting- appealing to the child in all of us, giving way to an unbridled expression of pure joy. The brand once again succeeds in breaking notions- this time associated with the game once referred to as a ‘gentleman’s game’- while bringing back nostalgia, with a present-day take.

    “The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all-girls team who thought of it and hats off to Bob from Good Morning Films for making it so well,” said Ogilvy India chief creative officers Sukesh, Harshad, and Kainaz, while talking about the latest campaign.

    The film couldn’t have come at a better time with the ‘girls in blue’ all set to compete with the Aussies in the upcoming series against Australia, Down under. Indian women’s cricket is growing in popularity and attracting great interest from viewers and advertisers alike.

    “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day, and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers,” said Mondelez India senior director – marketing, Anil Viswanathan. “We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one.”

    Well-played Cadburys and Ogilvy!

  • Quickheal launches its first-ever TVC in Tamil

    Quickheal launches its first-ever TVC in Tamil

    Mumbai: Multinational cybersecurity software company, Quick Heal Technologies has launched its first-ever regional TVC in Tamil.

    The ad features popular film stars – Robo Shankar, Papri Ghosh, and Imman Annachi, and has been conceptualised and created by Fourth Dimension Media Solutions – media outsourcing brand that just celebrated a decade in the business. The campaign is now LIVE across most of the Tamil Channels.

    Fourth Dimension Media CEO Shankar B said, “This project is very important for us, we sincerely thank team Quickheal and Dr Kailash Katkar for the trust imposed on us, they were exuberant when we shared with them some data points on how southern India behaves vs the rest. They were also convinced strongly that Southern India doesn’t embrace just TVC’s dubbed in regional languages.”

  • Ambuja Cement reprises its ‘Deewaar’ TVC with Boman Irani

    Ambuja Cement reprises its ‘Deewaar’ TVC with Boman Irani

    Mumbai: Ambuja Cements Ltd has once again teamed up with actor Boman Irani to reprise its epic ‘Ye Deewaar Toot Thi Kyu Nahi’ premise in its latest commercial outing, albeit in a new avatar titled ‘Deewar 2’. 

    The cement brand’s new TVC features the actor, this time accompanied by another delightful talent, Vinay Pathak in an entertaining creative with elements of comedy, action and drama thrown in, just like its hugely successful and much-loved predecessor.

    With Irani playing ‘bapu’ this time with grown-up sons, the cement brand is set to recreate the magic of its classic ‘bhai-bhai’ commercial that went on to become a part of pop culture with the epic line “Bhaiya, ye deewar tootati kyon nahin?”. The latest creative, conceptualised in collaboration with Keroscene Films once again showcases the brand’s ‘Viraat Strength’ with a fresh quirky and humorous take.

    The TVC takes the tale of what happens when an unstoppable Boman Irani once again meets ‘the unbreakable Ambuja Cement Wall’ two steps ahead, even incorporating time-lapse and aging the actors in a 60-second film. The sequel brings to life the character of one of the brothers from its earlier tale of estranged brothers, both of whom were performed phenomenally by Irani.

    “This was a really fun script to bring to life. We had the advantage of great actors like Boman and Vinay, but it was also very demanding with the aging and time-lapse involved,” said Keroscene Films producer and director Rajesh Saathi of the film’s execution. “What was particularly satisfying for us was the music, as the track reflects the ‘plot’ in the story, with the sound design having to work at multiple levels.”

    Launched nearly two decades back, the evergreen ‘bhai-bhai’ TVC showcasing the tale of estranged brothers who desperately wish to break down the wall between them has gone down in advertising annals as a creative that managed to tie in the brand purpose with creativity, Bollywood style drama and quirky humour.

    “A new Ambuja ad is always a challenge with the benchmark being set so high with previous ads,” said Ambuja Cements Ltd chief marketing officer Ashish Prasad. “Our conscious effort was to create a new story that amplifies the familiarity and fondness people have for Ambuja and its inimitable brand of humour.”

    “With a legacy of over 35 years, Ambuja Cements takes pride in its brand philosophy that ‘strength of the cement lies in the strength of emotion’,” stated Ambuja Cements Ltd MD & CEO Neeraj Akhoury.

    “As always, Ambuja Cement connects with small-town India and narrates the story with a playful twist, one that connects with the heart, is entertaining and has an unexpected winner,” he added.

    ‘Deewar 2’ has been conceived as a 60 second and 30-second film for television and YouTube and is being run with a big media push on mainline and regional TV channels along with a digital campaign.

  • GUEST COLUMN: Going beyond the short video format for digital media

    GUEST COLUMN: Going beyond the short video format for digital media

    Mumbai: Coconut Films has been in the business of TV commercial production for more than a decade and has recently delivered a digital film for the bullet brand, Royal Enfield. Breaking digital stereotypes, the film is a long-format one & profound. Much like the bike, the film – ’Home’ moves at a cruising pace, and leaves the audiences with a lingering feeling of connecting back with their roots. Coconut Films co-founder Tushar Raut shares his insights on creating the ad-film and how different it was to write for a digital audience.

    Digital has been on the rise for a while. More occasions and more stories have been the mantra for marketers trying to connect with a divided audience whose attention span floats from window to window and app to app. So, how are ad-makers navigating through in a cluttered market? These are some questions that the entire marketing community has been facing since the short format video and video consumption online became a way of life.

    The good news is that we are no longer being dictated by the inherent challenges of the medium and being dictated by the format. Digital gives you a lot of creative freedom on the upside. Brevity is no longer the order of the day. We are not writing for 30 seconds. Of course, the audience has the option of skipping but every second does not count so I believe there is a lot of wind beneath our wings by that count.

    Short format videos are moving fast and selling like hotcakes but the medium has space for longer format and a lot of other kinds of storytelling. The thumb rule here is that there are no thumb rules. It is as ‘lawless’ as it gets. So, you have to do a lot of self-censorships and not get overindulgent with your own ideas. The script is the hero and the story you want to convey guides you rather than the medium.

    For Royal Enfield, we picked a subject that most people would relate to, irrespective of the age group and the format of media they consume. The film for Royal Enfield speaks about going back to roots, going back home and that can’t differ in terms of emotions. Even when it comes to the tech-savvy audience, going back to roots (in most cases) is very soothing. Anybody who has been away from home while having a similar set of feelings. People may change with every passing day, their physical needs also change but emotional needs are less fastidious, it is far more basic and confined. That is what makes us so similar despite many differences. I believe that is what one should focus on while working on a film, be it for TV or theatre, or digital.

    As for us, ‘Home’- the ad film which is roughly over seven minutes long, was not even conceived with the digital platform on our mind. We wanted to tell a story and tell it in the most authentic way. It was conceived with a feeling of wanting to give things back to where we all came from! Roots! We just wanted to make a film with a pure passion for storytelling without limiting ourselves to any parameters. We strongly believe that good content will be seen be it on TV or digital.

    ALSO READ | https://www.indiantelevision.com/mam/marketing/mam/royal-enfields-new-ad-film-kindles-the-joy-of-returning-home-210804

    The market dynamics these days are such that brand managers are often pushed by visibility, recall factors and maintain a continuous presence. While the line between content and advertising is blurring, on one hand, there is a constant need for being present and being connected with the audience. I don’t know whether to call it a downside but that tends to dictate a lot of other factors in terms of making the films, production values, etc. Initially, when the medium started putting out films, the brands would have smaller budgets, more films that were restricted to the short format. But over the years, marketers are coming to terms with the fact that a film is a film irrespective of the medium. It has to have a story, good production values, and weave well, overall. It really doesn’t matter if the film is for digital or any other medium because everything remains the same while producing one. One big takeaway for me has been that this is a very dynamic medium and still at nascent stages so it is evolving at a paid pace every day.

    It is important for the client, agency, and the production house to be on the same page and understand the objective of the film both in terms of the creative and budgetary aspects. If the brief is clear and everyone is aligned, then you can do a phenomenal job on a tight budget also. Budget is not the prerequisite of success; it gives you more freedom to do a lot of things. But I think it is a sort of a litmus test for professionals.

    All marketers will want the best bang for the buck and hence the entire value chain, therefore, aligns to this direction. ‘Home’ luckily was our pet project and the objective was to make an authentic, true-to-life film, which we managed to achieve. By the way, it looks opulent too and that is where our years of hard work has come into play, to achieve what we have achieved within the price points we had earmarked.

    (Tushar Raut is co-founder of Coconut Films. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Cashify ropes in Rajkummar Rao for its first marketing campaign

    Cashify ropes in Rajkummar Rao for its first marketing campaign

    Mumbai: Cashify has launched their first TVC with National Award winner Bollywood actor Rajkummar Rao as the brand ambassador.

    Conceptualised and executed by the in-house team & MotifGlobal, the 30-second creative uses humor, wit and clear messaging to draw awareness among the prospective and existing customers about the ease and convenience of selling old or used mobile phones using Cashify for instant cash and free home pick-up.

    The campaign comprises two films. The first film opens up with a conversation between two brothers, one being stuck in a real-life situation, struggling to recover the loan. That is when Cashify is stitched in the narrative as a solution highlighting various value propositions to the users including trust, convenience, maximum value, safe & hassle-free, free pickup, and instant payment.

    In the second ad, the protagonist is asking the audience if they are planning to buy a new phone and what they will do with their old phone. We all have that temptation of buying a new smartphone. And selling the old phone to help fund the new purchase is always a great option. But the question is how to get the best resale value for your phone? The protagonist explains step-by-step how Cashify simplifies the process of managing your devices by helping you with price discovery, cash in hand, and other such features in a streamlined and efficient manner.

    The company had roped in Rajkummar Rao earlier this month as its first brand ambassador to promote its products and services across offline and online mediums. The company will run this campaign across Television, OOH, Radio and Social media channels for the upcoming months making it a 360-degree campaign.

    “As the country went into lockdown, the need to have a smartphone with internet connectivity and the supportability of apps became a necessity. Be it keeping up with jobs or education, digital became the new normal. People couldn’t make do without a gadget in hand. And for those who couldn’t walk into a showroom and grab a new smartphone, refurbished devices came as a sigh of relief,” said Cashify, head-content strategy, Puneet Arora. “With this campaign, we are trying to reiterate how Cashify makes selling or buying phones hassle-free. Rajkumar as a brand ambassador is a strong face to our brand philosophy. We are looking forward to a multi-year engagement with him.”

  • ITC Dark Fantasy says ‘Din Khatam, Fantasy Shuru’ in new campaign

    ITC Dark Fantasy says ‘Din Khatam, Fantasy Shuru’ in new campaign

    Mumbai: Sunfeast Dark Fantasy, the premium center-filled cookie brand from ITC Ltd, has launched its new campaign called ‘Din Khatam, Fantasy Shuru’. Featuring the brand ambassador Alia Bhatt, the ad captures ‘the end of day feeling’ that one typically goes through.

    The bilingual TVC, shot with a blend of Hindi and English, has been released on the brand’s social media handles on Instagram and Facebook, YouTube. The TVC is also on AIR in four South Indian languages.

    With its popular jingle ‘Can’t Wait Won’t Wait’, Sunfeast Dark Fantasy in line with the evolving times has now put the spotlight on encouraging consumers to wrap up their day and bring alive their innocuous fantasies. Unwinding after a hard day’s work and biting into a small piece of indulgence has taken various manifestations in the ‘Din Khatam, Fantasy Shuru’ campaign.

    The campaign commenced with a cryptic tweet “______ Khatam, Fantasy Shuru”, which explored the audience’s creative flair and identified things they would like to end for their Fantasy to start. The activity revealed some interesting responses which went on to create a buzz on the platform. More than thirty brands and many consumers participated in this twitter conversation, which was trending at the third spot on the platform. The brand had also put up digital billboards in Delhi, Mumbai and Bangalore where some of these interesting tweets featured. The same activity also happened on the radio where RJs on popular channels engaged with consumers.

    Commenting on the campaign, ITC Ltd, chief operating officer- biscuits & cakes cluster, foods division, Ali Harris Shere said, “Every day ends on a different note for everyone. Some days end on a high note with a sense of achievement while some may end with lingering thoughts about a multitude of things. It is in moments like these that one seeks comfort for oneself and Dark Fantasy can be their partner, as they unwind for that day. A brand grows when it continues to be relevant in consumers’ lives and through this campaign, Dark Fantasy wants to help them find their little sweet spot for indulging in their little fantasies.”

  • Star Sports launches Vivo IPL 2021 resumption campaign

    Star Sports launches Vivo IPL 2021 resumption campaign

    Mumbai: Star Sports has drawn parallels between Vivo Indian Premier League (IPL) 2021 and a blockbuster film in its latest advertising campaign called #AsliPictureAbhiBaakiHai featuring cricketer MS Dhoni in a filmy avatar.

    Conceptualised by the creative team at Star Sports, the ad film tells viewers that the second half of the tournament, airing from 19 September, is unmissable. The remaining 31 matches will be played over 27 days in the United Arab Emirates. 

    “There is a great deal of anticipation for the resumption of VIVO IPL 2021,” said Star and Disney India, head – sports, Sanjog Gupta. “Teams and players typically up the ante on the field, play top cricket and are at their competitive best in the final weeks of VIVO IPL, which means fans can look forward to higher intensity, impossible heroics and nail-biting finishes in the month-long spectacle. And this is the proposition of our campaign – #AsliPictureAbhiBaakiHai. That, like a blockbuster, there are many twists and turns, highs and lows, thrills and spills in store. So, whether you watched the first ‘half’ or not, the second half from September 19 is unmissable. Star and Disney India is also committed to continue delivering the most engaging and immersive broadcast of the tournament across TV and digital platforms. Multiple regional feeds, world class presentation, enhanced viewing experiences and technology innovations will delight millions of viewers.”

    The TVC campaign will be released in multiple languages including Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam and will reach a national audience.

  • MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    Mumbai: Incense sticks manufacturing brand Zed Black has launched its new campaign with brand ambassador M S Dhoni, where he is seen engaging with his audience and reminiscing his demeanor and motivating approach towards youth of the country.

    The campaign is part of the brand’s upcoming lineup of star-studded brand commercials which are aimed at targeting consumers across the nation and giving Zed Black the opportunity to engage the youth for the cause of Prarthna Hogi Sweekar. Along with the existing celebrity ambassador, Hrithik Roshan for Manthan Dhoop, Zed Black will continue to emphasise its hold on the Indian agarbatti sphere, it said in a media statement.

    Conceptualized by Oberoi IBC, the integrated campaign for Zed Black 3-in-1 Agarbatti aims to get India praying to the mantra #prarthnahogisweekar. “Dhoni announced his retirement from international cricket on 15 August last year and since then his popularity around the world has not diminished. The boy from Ranchi, who made his ODI debut in 2004, who changed the face of Indian cricket with his calm demeanor, sharp understanding of the game, and astute leadership qualities is still reigning the hearts of cricket fans as the pictures in the retro jersey are spreading like wildfire,” said the company.

    MDPH director and partner Ankit Agrawal said, “Zed Black Agarbatti stands as a reflection of its ‘go getter’ spirit, devotion, resilience, belief and prayers. MS Dhoni, who is a staunch believer of tranquil state of mind that helps in focused efforts and better results, complements well with our brand value. Zed Black 3-in-1, which is a market-leader, creates an atmosphere of purity, hope & positivity that helps maintain a balance. Zed Black is elated to give MS Dhoni’s fans a moment to cherish by unveiling the TVC with the retro jersey look exactly after one year since he announced his retirement from International cricket on 15th August.”

    Choreographer-filmmaker Farah Khan has directed Indian cricketer M S Dhoni for this commercial. Dhoni also got a new ‘faux-hawk’ cut from celebrity hair stylist Aalim Hakim which became a topic of discussion on social media. Ace photographer Daboo Ratnani captured all of Dhoni’s looks for the TVC campaign.

    “It’s Zed Black’s journey of hope, success, prayers and innovation that drew me to the brand. To be the face of a brand that sends out a beautiful message like Prarthna Hogi Sweekar, giving people hope and strengthening their beliefs is what resonated with me. Their new campaign is inspiring and motivating,” said M.S Dhoni.

    “Zed Black, has gone beyond just the advertising jingle, with the latest extension of its flagship ‘Prarthna Hogi Sweekar’ campaign being commissioned into mini-shorts indicating the thought that prayers will be answered. The new campaign with M S Dhoni has a moral underpinning that reflects the importance of family praying together, workplace worship, community prayers, the simple love of imparting the habit of praying amongst kids and love for the country”, shared Anshul Agrawal, Director & Partner, MDPH.

    Speaking on the TV Campaign & roping in M S Dhoni, Ad film director & MD, Oberoi IBC India Anand Oberoi said, “I am hopeful that this association will ensure higher brand recall, and eventually create a larger following amongst the masses for Prarthna Hogi Sweekar”.

  • Parle Marie sets mood for ‘Adda Baazi’ with Maharashtra-focused TVCs

    Parle Marie sets mood for ‘Adda Baazi’ with Maharashtra-focused TVCs

    Mumbai: Parle Products, one of India’s leading biscuits, snacks and confectionery manufacturers, has launched three new TVCs in Maharashtra for Parle Marie biscuit. This new localised campaign is part of the company’s regional marketing strategy designed to drive engagement and build relationships with Parle. 

    “By targeting multiple generations to showcase the true spirit of the local people and their cultures, Parle Products aims to achieve success in different regions with focused campaigns for customers,” the company said in a statement.

    The regional campaign “Jithe Story Thithay Parle Marie” resonates with the quintessential Maharashtrian experiences across generations and evokes the fun and frolic nature of ‘Adda Baazi’ (casual everyday gatherings).

    The ad films are tailored to connect with the culture of Maharashtra, capturing everyday tete-a-tete in close-knit communities.

    The first ad film depicting a mother and daughter bonding moment uses a play on a local Marathi proverb like ‘Gharogharimatichya Chuli’ and introduces a modern take ‘Gharoghari Fashionable Muli’ to bridge the gap between generations. The Matheran-based film showcases the traditional Marathi Powada (poetry) used for a modern-day proposal while the Anniversary film shows a lively discussion amongst women on their dream gift involving Narayanpethi, Nauvari, and Paithani sarees. The films beautifully marry the archetypal Maharashtrian stories to give them a modern twist.

    Speaking about the campaign, Parle Products’ senior category head Mayank Shah said, “Parle Products as a brand has its roots deeply embedded in cities and rural areas alike and as we grow in new regions, we want our communications to be reflective of the people’s traditions, way of life and the local spirit. Every Indian has their own way of jibing, bonding and internal-puns, which is very much coincidental to their way of living and culture. This campaign has been tailored keeping in mind the Maharashtrian way of life nuancing cultural codes and traditions of Maharashtra. This will make consumers relate and bond with the brand.”

  • Bisleri forays into hygiene segment with new TVC

    Bisleri forays into hygiene segment with new TVC

    Mumbai: Bottled drinking water brand Bisleri has announced its foray into the personal hygiene segment. The company launched a new TVC for its new range of hand purifiers, with the tagline – ‘For the love of hands’, and became the latest entrant in the hand sanitisers market, a segment which has witnessed an upsurge in demand since the onset of the pandemic.

    With the frequent use of regular sanitisers, consumers experience adverse effects on the skin, like coarseness and dryness. The TVC aims to portray how Bisleri’s new range of hand purifiers that are enriched with aloe vera, glycerol, and vitamin E, can keep the skin moisturised and nourished while ensuring protection from germs.

    The film’s visuals effectively drive across the message in a simple yet engaging manner that Bisleri Hand Purifiers not only provide safety to the hands but also keeps them soft, fragrant, and refreshing. In addition to the TVC, the company also has plans to roll out digital campaigns on social media and OTT platforms for the new product range.

    Bisleri chief executive officer Angelo George said, “There has been exciting growth in the personal hygiene segment triggered by increasing health and hygiene concerns. We developed Bisleri hand purifiers with these enhanced features in premium packaging, to provide a superior experience. With our distribution reach across the country, the exciting range of Bisleri hand purifiers is available at leading general trade stores, pharmacies, and modern trade outlets as well as e-commerce platforms.”

    The skin-nourishing formulation, packaging design, and fragrances were developed under the guidance of Bisleri vice-chairperson Jayanti Chauhan. Bisleri’s range of hand purifiers is available in three refreshing fragrances- citrus, fresh & floral in both gel and spray formats, the company said.