ITV

Tag: TVCs

  • LG research: viewers keen to spend and shop through the connected TV screen

    LG research: viewers keen to spend and shop through the connected TV screen

    MUMBAI: The humble television has evolved from mere entertainment box to potential shopping portal, as new research from LG Ad Solutions reveals viewers are itching to flex their purchasing power from the comfort of their sofas. A whopping 62 per cent of connected TV viewers fancy interactive advertisements, with 56 per cent wishing they could splash cash directly through it.

    The February 2025 survey of 1,210 American screen-gazers paints a picture of consumers increasingly susceptible to what flickers before their eyes. Among connected TV viewers, an impressive 79 per cent admit to being influenced by adverts in their shopping decisions, while 63 per cent regularly discover new brands through the box. Nearly half have actually followed through with a purchase after seeing a TVC in the past quarter.

    “The days when people merely absorbed adverts passively are gone with the wind,” says a marketing guru. “Today’s viewers reach for their wallets almost as quickly as they reach for the remote—particularly when offered a discount.”

    LG television owners appear especially vulnerable to advertising’s siren call, showing influence rates a stunning 28 per cent higher than their counterparts. These same viewers are 20 per cent more likely to wish they could shop through their screens—statistics guaranteed to make marketing directors drool into their expense accounts.

    When it comes to actually parting with cash after seeing an advert, mobile phones remain the weapon of choice, with 60 per cent of viewers grabbing their handsets to complete purchases. Laptops and in-store visits follow at 41 per cent and 35 per cent respectively. Connected TVs themselves account for 22 per cent of purchases—a figure that jumps by 20 per cent among LG TV owners specifically.

    Perhaps unsurprisingly, 71 per cent of connected TV viewers confess to keeping their mobiles within arm’s reach whilst watching—creating what industry types call a “second-screen opportunity” and what everyone else calls “modern life.”

    The research also reveals surging interest in free ad-supported television (FAST) services, with 77 per cent of connected TV users regularly tuning into these platforms. LG’s own service—rather blandly christened “LG Channels”—now offers over 350 live channels and 7,000 on-demand options for the discerning viewer who prefers not to pay.

    With nine in 10 consumers in the US now using an internet-connected TV and 60 per cent preferring free streaming with adverts, Fast platforms have become fertile ground for shoppable innovation. Regular Fast users show 12 per cent higher purchase rates after viewing adverts than the general population.

    The report reveals multiple methods viewers are open to using for purchasing through their televisions:
    * 70 per cent fancy saving products to a wish list directly on the TV
    * 67 per cent would send a text for more information or discount codes
    * 62 per cent are willing to scan QR codes to checkout on mobile devices
    * 62 per cent would use voice commands to add items to their cart
    * 60 per cent would save shipping/payment details for quick checkout on the TV
    * 54 per cent are open to an AI assistant contacting them via email, text or social media

    Younger viewers aged 18-34 show particular enthusiasm, with 21 per cent higher interest in interactive TV adverts than the general population.

    For brands looking to capitalize on this trend, the report suggests a three-pronged approach: test creative variations, leverage Fast platforms, and utilize custom landing pages for a seamless shopping experience.

    When it comes to persuading viewers to part with their cash, discounts and promotions prove most effective, with 57 per cent of viewers citing offers as their primary purchase driver. Product features (42 per cent) and attractive visuals (32 per cent) also factor into purchasing decisions, while one in four viewers are influenced by the ability to click through to learn more.

    The creative elements of adverts significantly impact engagement levels:
    * Time-sensitive offers showed a staggering 12.4x higher purchase intent
    * Click-to-landing page functionality delivered 8.1x higher purchase intent
    * Special offers generated 5.6x higher purchase intent
    * Concise messaging resulted in 5x higher brand consideration
    * Clear calls-to-action produced 4x higher brand consideration
    * Dynamic creative animation yielded 2x higher purchase intent

    A case study highlighted in the report showed a major quick service restaurant chain achieving 2.5x more QR code scans and 10 per cent lower cost per reach by following these best practices during a 24-day holiday campaign.

    The report offers tailored advice for different retail categories based on analysis of TV advertising patterns throughout 2024:
    * Clothing and apparel brands should increase connected TV spending during peak periods (Q2 and Q4) to counter higher traditional TV spending from competitors
    * Electronics brands should maintain consistent connected TV spending throughout the year, with increased investment during holiday and post-holiday periods
    * Grocery and consumer packaged goods companies should maintain steady levels all year, with some increase during summer months
    * Appliance brands should boost connected TV presence during summer to compete for share of voice ahead of Labour Day sales
    * Restaurant brands should increase spending towards the end of each month and create special offers to drive engagement

    As one retail executive put it: “The living room is becoming the new shopping centre, and the remote control is the new credit card.”

    For those concerned about a dystopian future where white goods join the sales pitch, prepare yourselves—14 per cent of consumers expressed interest in shopping through their refrigerator, while 10 per cent fancy making purchases via their car dashboard or washing machine. One wonders if one day the toilet might suggest a particular brand of paper.

    LG Ad Solutions recommends advertisers implement the following strategy:
    1. Test various creative variations and calls-to-action for optimal results
    2. Leverage connected TV native ads and custom landing pages for immersive experiences
    3. Capitalise on the shift to free ad-supported streaming services to find new audiences

    The message for retailers is crystal clear: American armchair shoppers are poised with their plastic—and all they need is the right button to press. 

    Are there any lessons in this for Indian advertisers and for Indian platforms? 

    Indeed. 

    Most Indian connected TV owners are international travelers who have been exposed to Fast channels during their travels, but have been loathe to reach for the purchase button because fulfilment can take longer in markets like the US than in India where goods can be delivered in 10 minutes. By consistently following some of these best practices and adapting them to Indian nuances, advertisers on connected TVs can get a better bang for their buck. 

  • Ad film maker Rohit Reddy and his magical AI series Mahabharat

    Ad film maker Rohit Reddy and his magical AI series Mahabharat

    MUMBAI: We all know of him as the husband of Anita Hassanandani, the actress who tends to spew venom as the negative lead in many an Ekta Kapoor show. As well as her dance partner some years ago on Nach Baliye and a part time actor-model. But EiPI Media founder & CEO Rohit Reddy has a lot more to his credit. Apart from having a long-running corporate career which he gave up to turn entrepreneur and offer branded solutions from the time he set up his agency along with his wife in 2018.

    EiPi Media  has been working on adding that additional layer of gee whiz CG imagery, VFX, and mixed reality  to make TV commercials and social media campaigns stand out.  This apart it has been working with several influencers to create influencer marketing videos.  Among the influencers it has been working with feature: Varun Dhawan, Soha Ali Khan, Shakti Mohan, Neeti Mohan, Kareena Kapoor Khan, Konkana Sen Sharma, Sanaya irani, Barun Sobti, Alanan Panday, Sanya Malhotra, Shivam Dube, Arjun Kapoor, Parineeti Chopra, Tiger Shroff, Varun Sharma – the list could go on. 

    Among the ads and vertical videos that Rohit and team EiPi have worked on include:  Adidas and the reveal of the blue team jersey, Too Yum with Varun Dhawan,  TruNativ and Kareena Kapoor Khan, Euro Pratik with Hrithik Roshan, LensKart kids glasses , Fossil, BBlunt – and scores of other campaigns.

    MAHABHARAT THE ETERNAL WAR

    But what has sent Linkedin on fire  in the past two  days is Rohit’s recent post of a teaser for a series we are all so familiar with – the epic Mahabharat. What makes the trailer special, says Rohit, that it has been totally generated using generative artificial intelligence. Seven generative AI tools have been used to produce the sizzle reel in which the characters look so real it makes some of the earlier productions which have come on television with actual  human actors  look rather primitive. It even has a feel of the DI heavy film 300.

    Rohit has not revealed much about the project excepting to say that it is coming soon, labelling it as an EiPi Media project. The reel ends with the caption: “Mahabharat. An Eternal War.”

    The post has been viralised on linkedin, generating numerous likes, comments and reposts. 
    We, at indiantelevision.com,  tried to reach out to Rohit, but could not get a hold of him at the time of writing. However, you can continue watching this space when we do.

    In the meantime, to get a dekko of the teaser click here: Mahabharat

  • Guest column: Post pandemic, advertising shifts focus to brand building

    Guest column: Post pandemic, advertising shifts focus to brand building

    NEW DELHI: Do you remember TV commercials that featured fans at crowded football games, or that focused around cities choked with people, or with celebrities doing every possible thing to woo their audience? You may call them the “before coronavirus” commercials/ads that no longer work in today’s scenario. With the onset of the pandemic, everything changed in a matter of hours, and TV commercials of various brands were no exception. As the Covid-imposed lockdown continues, Indian advertisers are completely relying on media-led brand building to reap long term benefits.

    The rise of ad flexibility

    As major live events, where TVCs played a pivotal role, were cancelled keeping in mind to curb the spread of the Coronavirus, advertisers had to regulate themselves according to their new programming slate. This has also been changing according to the scenario outside, making the ads more compassionate and caring towards their customers. Since the airing of many programs was also cancelled due to the pandemic, the TVCs mostly aired during the news broadcast or in the news channel. 

    Advertising in digital content

    With the remote working and stay at home guidelines, the viewership of TV and OTT platforms is seeing an explosive growth. Though the advertising demand during this phase is being subdued due to the current situation, advertisement in certain categories like essentials, health and hygiene worked like never before. Brands across industries have responded to this situation quite promptly and started investing in TVC and campaigns for essentials and health and hygiene products across media. Whereas, non-essential categories didn’t fall behind and rather started their communications in digital medium by tagging alongside essential categories. Few companies have shifted to the basics and once again emphasised on brand building by highlighting their efforts towards combating the situation through their advertisements. 

    Brand building is the new focus

    With a stepped-up viewership of TV and OTT platforms, lessened advertiser clutter and potentially lower rates due to lower demand, brands have realised that this is the perfect time to invest in brand building by emphasising more on the brand’s core values. Brands have once again started earmarking for BTL so that it can be redirected to deploy on media and have put consumer promos, offers among others on a backseat. They executed brand building by exploring higher ACDs (average commercial durations) and consumer-relatable storytelling. 

    New industries, new advertisers

    As we have entered a much dreaded second phase of the Covid2019 pandemic, there is no clear timeline by when we will emerge out of the unprecedented situation. Therefore, brands need to engage in rigorous scenario-based planning, where they have to make an imaginary timeline of recovery, changes in consumer behaviour and upgraded budgets. The digital-first approach should be the first line of advertising for a brand in this ‘new normal’ situation. Brand’s media plans also need to be aligned with business strategy so that a balance can be made between opportunity and reality. One needs to keep in mind that whenever there is an extended lockdown, there is a downward pressure on consumer purchasing power and planned purchases will be on the lower side.

    (The author is director, Bonn Group of Industries. The views expressed in this column are his own and Indiantelevision.com may not subscribe to them.)

  • Advertising agencies should recalibrate around Covid2019

    Advertising agencies should recalibrate around Covid2019

    As Covid2019 continues to sweep through the world, global ad spending is also sliding southwards. With major events being cancelled and slowdown in demands for lifestyle and consumer brands, marketing budgets are being slashed and advertisers are trying to find a silver lining among the gloomy clouds over the urban skyscrapers. USD 4.5 billion a day! That is how much the pandemic is costing the Indian economy! This has trickled down to every sector. With consumption dropping, manufacturing is seeing a halt. This would have been the wedding season in India, with increased spending on jewellery, etc. Sunscreen and myriad skincare-related television commercials would have by now been urging us to fill the online carts. But Covid2019 has impacted marketing and sales negatively. This variable can be fatal to creative agencies who fail to adapt to what we expect will come next.

    Given the current scenario, we have to wait until September when things start to ease up. Being nimble is the key to the game. In fact, we the advertising people are a race of humans who are no strangers to disruption and turmoil. We have overcome all kinds of pressures – economic, financial, political, natural, and many more. As the Covid2019 is no longer viewed as a short-lived outbreak and the world is calibrating itself to settle around it and with it, advertising agencies will also have to recalibrate. In fact, many mainline or legacy agencies will have to brace themselves for the slump that is yet to come. With businesses being conducted online now, creative pitches, client meetings, brainstorming and such have all moved online, and remote terminals are our new offices now.  Agencies that cater to tech innovations, digital and internal B2B can expect some sort of sustainability.

    While agencies understand the need to change, the same is required from clients’ side too. At Hotstuff, we mobilized our resources in March, even before the actual lockdown, setting up new systems and work management protocols that ensured business continuity. We helped our clients to do so too and adapt. During the lockdown we even created TVCs from home that set a precedence and a trend for other marketers to follow suit. Innovation is the key and as Indians, we are known to innovate the best during crises. This has helped us churn out campaigns and create communication pieces in full swing. As an agency we did not stop at that but kept our clients engaged through our huge network of experts who could add value to its world of clients. Our Tattva Knowledge Series of webinars are a huge success and only growing in its reach.

    Advertisements are nothing but human stories and one of the key factors that make them touch our hearts is how we interpret and imagine our interaction with each other. In pandemic times, this significant emotion itself is of high risk. Though our social interactions have lessened and are almost at a standstill, we are still humans, capable of managing all that and much more through our subtle perceptions.

    Physical expressions have evolved and are evolving to subtle expressions. Creative people are catching that and messages of hope and beauty and a world of subtle emotions will play a pivotal role. Strong ideas will matter more than exuberant productions. The power of storytelling will need to be honed better. We humans have the agility and the tensile strength to overcome anything and as dream merchants we are like the frontline workers who would keep the sanity alive. The templates would need to change – hope, beauty, gratitude, calmness, stoic, prayer, positivity, sombre and empathetic along with technological innovations would be the new norm in the brand new world.  

    (The author is Hotstuff CEO. The views expressed are his own and Indiantelevision.com may not subscribe to them)

  • Asian Paints releases new TVCs on Ultima Protek for Tamil Nadu and Andhra Pradesh

    Asian Paints releases new TVCs on Ultima Protek for Tamil Nadu and Andhra Pradesh

    MUMBAI: It’s the exterior season and Asian Paints Ultima Protek welcomes it with a bang. After releasing a TVC exclusively for Kerala market, the brand has released two more separate TVCs for Tamil Nadu and Andhra Pradesh & Telangana (APTG).

    The houses of Tamil Nadu and APTG speak of a unique synergy of tradition and modernity which the people of the states take a lot of pride in. They also face extreme weather fluctuations including erratic rains and scorching sun subjecting the exterior walls through a lot of strain. The need for the consumer was protection from sun & rain. The Lamination Guard Technology of Ultima Protek is designed to Laminate the house to provide complete protection with a promise of 10 years.

    Keeping the objective at the core, Asian Paints has launched a New TVC to clearly establish Ultima Protek as the Gold Standard of Exterior Emulsion. Conceptualized by Ogilvy India, the ad is directed by renowned director, Vasan Bala. The film opens with Colonel Shanmugam’s house (in the Tamil TVC) and Colonel Narasimha’s House (in the Telugu TVC) which is witness to multiple failed attempts by contractors in providing his house with protection from sun and rain. This issue persists until the Contractor played by the talented Bhagavathi Perumal shocks the Colonel when he offers to Laminate the house.

    Asian Paints Limited  CMO Jaideep Kanse said, “The dynamics of Tamil Nadu and Andhra Pradesh are unique both in terms of the vagaries of weather and the consumer need hierarchy.  Asian Paints has always pioneered technology led innovation through its products to bring to consumers nothing but the best. This campaign is yet another step in that direction where Ultima Protek will be one stop solution to all the current problems pertaining to exterior walls by Laminating your house.”

    Ogilvy and Mather, India  chief strategy office Prem Narayan added saying, “Lamination is a commonly understood metaphor for protection. In this campaign, we are trying to surprise home owners that the same protection is now available for their homes too, thanks to Asian Paints Ultima Protek.”

    Presenting, Asian Paints Ultima Protek TVC in Tamil Nadu: Veetukkae

    Presenting, Asian Paints Ultima Protek TVC in Andhra Pradesh and Telangana: Intiki Lamination

  • Lay’s unveils a series of TVCs for its ‘smile deke dekho campaign’

    Lay’s unveils a series of TVCs for its ‘smile deke dekho campaign’

    MUMBAI: LAY’S, India’s favorite potato chip brand, today launched their latest series of TVCs for the all new ‘Smile Deke Dekho’ campaign featuring India’s leading Bollywood actors and youth icons Ranbir Kapoor and Alia Bhatt. With this new campaign, LAY’S brings alive the idea of how a Smile comes in a variety of flavors and goes beyond the conventional boundaries and barriers to establish connections portraying various moods and emotions. The TVCs capture how ‘Smile’ is a universal language and sharing a pack of LAY’S chips with a smile can help build connections effortlessly.

    LAY’S has always been the perfect companion for every celebration and good times with friends. For over two decades, LAY’S has been on a mission to bring more smiles to the consumers across the country. To further this proposition, the brand has brought its global Smile campaign to India as ‘LAY’S Smile Deke Dekho’ campaign.  Launched for a limited time period, the new LAY’S packaging features six different smiles that capture different moods and emotions through its various flavors.

    Expressing his thoughts on the campaign, Mr. Dilen Gandhi, Sr Director, Marketing – Foods Category, PepsiCo India, said, “LAY’S Smile Deke Dekho is based on a simple premise that just like a smile, a pack of LAY’S can build connections between people. And when you combine a smile and LAY’S the results are magical. To tell these stories we have brought together two of India’s best actors – Alia and Ranbir – for the first time on screen together for a series of stories told by one of India’s foremost filmmakers – Dibakar Banerjee. These stories are just the latest chapter in the brand’s two-decade history of building connections. And judging by the response we are getting on social media, one of our best yet.”

    As a brand, LAY’S has always closely resonated with the youth of the country and has been a part of all their fun and special moments. With travel being their topmost passion points, the new LAY’S TVCs also portray how LAY’S is a constant travel-partner for consumers in India.

    Speaking about the TVC, Mr. Senthil Kumar, Chief Creative Officer, Wunderman Thompson India, said, “In this emoticon crazy world, we wanted to give actual emoting a chance. Our device – the most beautiful emotion ever – a smile. We asked the country to try sharing theirs and that resulted to #SmileDekeDekho. The journey started with packaging design – giving each flavor the smile that went best with it. Then we went live with spots featuring Bollywood heartthrobs Alia Bhatt and Ranbir Kapoor – casting them in TVCs as strangers, acquaintances and as a couple – where they taught the country how to use the packs. Slotted for right after – we’re going live on mobile screens across the country – giving those hooked to it, reason enough to look up, and share a smile with the lovely people around them. Just how? You’ll know when it happens, keep watching the series of TVCs on the campaign.”

    Directed by Dibakar Banerjee, the new TVC captures an interesting conversation between Alia and Ranbir as they embark upon a journey on a train. When Alia asks Ranbir to share, he abruptly refuses thinking she is talking about his pack of LAY’S. Alia then clarifies that she was talking about the seat and taunts Ranbir, as a response to which he quips about having a charming smile. The TVC ends with the trail of the song ‘Smile Deke Dekho’.

    The first look of the campaign was revealed earlier last week through a teaser on social media on the occasion of World Smile Day, wherein brand ambassadors, Ranbir Kapoor and Alia Bhatt, were seen exchanging smiles using LAY’S packs.

    As a part of the larger campaign for ‘Smile Deke Dekho’ the brand also connected with leading influencers across social media to drive awareness for the new packaging. The smiles of all influencers were mapped and were then matched to our various flavor variants. The brand produced personalized packs of LAY’S, featuring the smiles of influencers that were sent out to them, creating a money-can’t-buy delightful moment for them. The campaign drove huge engagement across platforms generating over 70 million impressions.

  • #BanoDheet to inspire youngsters to make a better India

    #BanoDheet to inspire youngsters to make a better India

    MUMBAI: Music and Youth channel Mastiii has launched an awareness initiative by the name of Karo Theek #BanoDheet as part of its resolve to bring about a positive change in society this New Year.

    The campaign was flagged off on 26 December 2016 and focuses on making the youth ‘Dheet’ to not just bring about a change in themselves, but also in around everyone around them, thus targeting the entire nation.

    The campaign was conceptualized and produced internally by the young team of SAB group. It will be spread through four TVCs telecasted on all the channels of the network, including Mastiii, Dabangg, Dhamaal Gujarat, Maiboli & Dillagi. The campaign is expected to have a reach of about 173 million viewers in India.

    As #BanoDheet wants to build awareness and instill the thought of being stubborn to achieve a larger goal of pushing the youth to make a better India, it has taken into consideration four key pressing issues out of a bouquet of concerns in the country: Eve Teasing, Corruption, Littering and Drinking & Driving.

    Each concern is portrayed through impactful and thought provoking TVCs which instill the thought that one should not be passive anymore but should be stubborn and bold to do or make others do the right thing when the time calls for it.

    The campaign tries to evoke the passion within the youth of India to do what is right and also take ownership in the light of building a young and powerful nation. To amplify this objective and thoughts of the campaign, support was garnered from various media partners — RED FM 93.5 as Radio Partner, DNA & Dainik Savera as Print Partners, Minimax Ads Pvt. Ltd. and Coral Media as Outdoor Partner, Vyoma Technologies Pvt. Ltd. as Digital Screen Partner and Spykar as Apparel Partner.

    SAB group CEO Manav Dhanda said: “Through #BanoDheet initiative we stand to rekindle the inner spirit of the youth to build a better nation and a new India in 2017 by becoming Dheet/Stubborn to do the right thing always. The TVCs produced by Katalyst Creates a division of SAB group; attempt to bring about a ‘behavioural and attitudinal change’ in society as an extension to our PM’s vision of a conscientious nation. We highly appreciate the media partners who have associated with us in our efforts to achieve our objective with our campaign.”

  • #BanoDheet to inspire youngsters to make a better India

    #BanoDheet to inspire youngsters to make a better India

    MUMBAI: Music and Youth channel Mastiii has launched an awareness initiative by the name of Karo Theek #BanoDheet as part of its resolve to bring about a positive change in society this New Year.

    The campaign was flagged off on 26 December 2016 and focuses on making the youth ‘Dheet’ to not just bring about a change in themselves, but also in around everyone around them, thus targeting the entire nation.

    The campaign was conceptualized and produced internally by the young team of SAB group. It will be spread through four TVCs telecasted on all the channels of the network, including Mastiii, Dabangg, Dhamaal Gujarat, Maiboli & Dillagi. The campaign is expected to have a reach of about 173 million viewers in India.

    As #BanoDheet wants to build awareness and instill the thought of being stubborn to achieve a larger goal of pushing the youth to make a better India, it has taken into consideration four key pressing issues out of a bouquet of concerns in the country: Eve Teasing, Corruption, Littering and Drinking & Driving.

    Each concern is portrayed through impactful and thought provoking TVCs which instill the thought that one should not be passive anymore but should be stubborn and bold to do or make others do the right thing when the time calls for it.

    The campaign tries to evoke the passion within the youth of India to do what is right and also take ownership in the light of building a young and powerful nation. To amplify this objective and thoughts of the campaign, support was garnered from various media partners — RED FM 93.5 as Radio Partner, DNA & Dainik Savera as Print Partners, Minimax Ads Pvt. Ltd. and Coral Media as Outdoor Partner, Vyoma Technologies Pvt. Ltd. as Digital Screen Partner and Spykar as Apparel Partner.

    SAB group CEO Manav Dhanda said: “Through #BanoDheet initiative we stand to rekindle the inner spirit of the youth to build a better nation and a new India in 2017 by becoming Dheet/Stubborn to do the right thing always. The TVCs produced by Katalyst Creates a division of SAB group; attempt to bring about a ‘behavioural and attitudinal change’ in society as an extension to our PM’s vision of a conscientious nation. We highly appreciate the media partners who have associated with us in our efforts to achieve our objective with our campaign.”

  • Cleartrip releases TVCs about new features

    Cleartrip releases TVCs about new features

    MUMBAI: It is clearly addressing human emotion! Cleartrip is set to remove anxiety in travel bookings with the launch of two new features –‘Price Lock’ and ‘Pay@Hotel’. One of the first portals to ease travel plans by offering simple and fast booking solutions, Cleartrip is also releasing two TVCs to educate the customers about the new features.

    The films will be launched across offline and online mediums including television and popular digital platforms.

    The first feature, Price Lock, helps lock prices by just paying a small fee and pay only if the plans are confirmed. Thus a traveller can hold the lowest price well in advance and be protected from price increases.

    Pay@Hotel, on the other hand, lets the traveller book now and pay later at the hotel. The traveler pays only after he stays. Also, in case the hotel turns out to be different from what he saw at the time of booking, Cleartrip offers a “Sleep promise” and will find another hotel that is more suited to the traveller’s needs.

    Developed by Mullen Lintas Bangalore, the films revolve around the insight that the common emotion felt during flight or hotel bookings is anxiety – about getting a good deal, the right time to book and plans changing. But with the new features, Cleartrip is putting these issues to rest, ensuring that consumers get hassle-free travel and stay solutions.

    Cleartrip’s chief marketing officer Subramanya Sharma, said, “Cleartrip’s new TVC creatively amplifies the ‘anxiety’ problem, and provides the solution in a cool, quirky & fun way.”

    Mullen Lintas NCD Shriram Iyer, said, “Anxiety is universal– from uncertainty about fare to practical fears about plans changing. We chose a creative device that builds this world of anxiety and then bring the product as a solution into it. Why would you still make your bookings elsewhere?”

  • Cleartrip releases TVCs about new features

    Cleartrip releases TVCs about new features

    MUMBAI: It is clearly addressing human emotion! Cleartrip is set to remove anxiety in travel bookings with the launch of two new features –‘Price Lock’ and ‘Pay@Hotel’. One of the first portals to ease travel plans by offering simple and fast booking solutions, Cleartrip is also releasing two TVCs to educate the customers about the new features.

    The films will be launched across offline and online mediums including television and popular digital platforms.

    The first feature, Price Lock, helps lock prices by just paying a small fee and pay only if the plans are confirmed. Thus a traveller can hold the lowest price well in advance and be protected from price increases.

    Pay@Hotel, on the other hand, lets the traveller book now and pay later at the hotel. The traveler pays only after he stays. Also, in case the hotel turns out to be different from what he saw at the time of booking, Cleartrip offers a “Sleep promise” and will find another hotel that is more suited to the traveller’s needs.

    Developed by Mullen Lintas Bangalore, the films revolve around the insight that the common emotion felt during flight or hotel bookings is anxiety – about getting a good deal, the right time to book and plans changing. But with the new features, Cleartrip is putting these issues to rest, ensuring that consumers get hassle-free travel and stay solutions.

    Cleartrip’s chief marketing officer Subramanya Sharma, said, “Cleartrip’s new TVC creatively amplifies the ‘anxiety’ problem, and provides the solution in a cool, quirky & fun way.”

    Mullen Lintas NCD Shriram Iyer, said, “Anxiety is universal– from uncertainty about fare to practical fears about plans changing. We chose a creative device that builds this world of anxiety and then bring the product as a solution into it. Why would you still make your bookings elsewhere?”