GoodDot, a food tech startup bringing plant-based meat, has recently launched its ad campaign that promotes the message of ‘Do Good’. The ad features GoodDot’s brand ambassador Neeraj Chopra. from a slaughterhouse in 2017 and now resides in Udaipur.
Said Abhishek Sinha, Co-Founder and CEO, GoodDot: “We are beyond excited to release this ad. This ad communicates the ethos of our brand GoodDot in a very clear and strong format. We were pleasantly surprised by the amazing acting of Neeraj Chopra. Being a first-hand witness to the shoot, I was inspired by the work ethics of Neeraj as he put in his all in the acting. Having GoodDo our incredible goat in this ad is extra special as this fun representation of GoodDo will help the audience relate more to the beauty of the animal world. The production and the animation team have done a fantastic job and this ad it right up there with the best in the globe. I am super proud of my team and we are blessed to have Neeraj & GoodDo telling our story to the world.”
EaseMyTrip, the online travel platform, has launched a new television campaign featuring actors Varun Sharma and Vijay Raaz.
Speaking on the TVC launch, Prashant Pitti, Co-Founder, EaseMyTrip said: “With the pent-up travel demand set to strongly recover the travel sector in the current year, we believe that this is the right time to highlight our value-driven offerings for a rapidly growing online booking customer base. At EaseMyTrip, it is our constant endeavour to offer the best-priced booking options along with exceptional customer service, especially during such unprecedented times. As people get ready to travel once again, we are showcasing our compelling value proposition of a wide range of budget-friendly and hygiene-focused hotel options that cater to the evolved preferences of customers. Through this unique marketing campaign, we wish to highlight our innovative value-based offerings and customer-centric features in the hotel segment, and drive online hotel penetration, which is a key focus area for the company.”
Diljit Dosanjh, Coca-Cola India brand ambassador, has unveiled the company’s new campaign “Coke Tables” in Punjab. The campaign will go live on TV channels in Punjab and will also have a digital leg.
Commenting on the new campaign, Kaushik Prasad, Director Marketing- Coca-Cola said: “Coke goes really well with food and as a brand, we strive to inspire human connections and togetherness and this campaign does just that – it is a call for people to come together and to share a Coke and a meal! At Coca-Cola, we truly believe anywhere you have food & Coke is a chance to get together to create real magic. And we are ecstatic to have India’s most beloved pop-star Diljit Dosanjh kick-start this campaign in Punjab.”
Zebpay, the cryptocurrency exchange platform, has appointed Lowe Lintas Bangalore to manage its creative duties. The scope of the agency primarily includes conceptualising the brand’s positioning and communication strategy across the digital and offline mediums.
Rohit Machado
Speaking on the onboarding, Rohit Machado, Vice President – Marketing, Zebpay said: “We are delighted to partner with Lowe Lintas as our mainline communication agency in our mission to make crypto accessible to millions of investors across India. Our combined capabilities will allow us to build meaningful relationships with our users, while allowing us to capitalise on exciting opportunities in this hyper-competitive market.”
Sonali Khanna
Commenting on the win, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas Bangalore added: “Cutting edge products deserve out-of-the-box communication solutions. Which is why we are so excited to be playing a critical role in Zebpay’s journey. While the category presents unique challenges, we believe the Zebpay – Lowe Lintas partnership has a distinct advantage with respect to product features and strategic thinking. As we’ve done with so many brands, we look forward to putting Zebpay ahead of the rest.”
HDFC Life has launched a new brand film ‘BounceBack Batch’. The emphasis is to drive positivity and empower individuals to consider living their lives with financial security that resonates with brand’s motto ‘Sar Utha Ke Jiyo’.
Speaking about the brand campaign, Vishal Subharwal, Head – Marketing, Digital Business, and E-commerce, HDFC Life, said: “The last two years have been difficult for everyone. This phase has been especially challenging for students as they have lost out on classroom learning, interpersonal skill-building and some of the best days of their lives.”
Added Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “One of the biggest setbacks of the pandemic was the shutdown of educational institutions. The batch of 2022 is often referred to as the ‘COVID batch’, having had to complete their studies under lockdown. There is often a question whether these students are at par with the others who completed their school years offline. Our film takes the audiences on an emotional journey of the turmoil that these champions had to go through and the resilience they have shown in the face of the worst adversity humankind has ever seen. They have persevered and bounced back stronger from this challenge.”
CaratLane, the omnichannel jewellery brand, has launched its digital campaign, “Love it or Hate it” in an attempt to make Valentine’s Day special for everyone. The campaign with three films has been conceptualised and executed by BBH India.
Talking about the launch, Avnish Anand, COO and Co-Founder of CaratLane said: “As a brand, we have been witness to how our country has been celebrating Valentine’s Day in the last few years. We’ve seen more stories about how daughters have received jewellery on February 14 though their mum isn’t a fan of this day. We’ve realised that people need an excuse to gift and celebrate the love they have for someone in their life. And what’s unique about these stories is that it’s beyond the stereotypical couple gifting and extends to sisters, mother-daughters, aunts-nieces, etc. Through our 3 films, we wanted to highlight this beautiful insight and we’ve also curated special designs that make it easier for our customers to select thoughtful gifts.”
Speaking about the genesis of the campaign idea Aarti Srinivasan, ECD, BBH India added: “Most advertisements about Valentine’s Day showcase people who absolutely love and celebrate the day in an over the top way. But in reality that’s not always the case. So for this year’s campaign, we explored a contrarian and a more real take by telling stories of those who aren’t fans of this day.
Tata AIA Life Insurance has unveiled its latest digital brand campaign ‘#TataAIAKaBharosa’, highlighting the significance of trust when it comes to taking the right decisions in life about securing one’s financial future.
Said Venky Iyer, Executive Vice President and Chief Distribution Officer, Tata AIA Life Insurance: “In life, many of our decisions are not just a result of detailed analysis but an outcome of the trust we place in others or in something. When it comes to solutions such as Life and health insurance, the ‘Trust’ factor becomes even more critical . Hence, choosing the right brand and solution to ensure the financial security of our loved ones becomes a matter of trusting the one name that will fulfil its promise of protection at all times. Our latest campaign ‘#TataAIAKaBharosa’, highlights the trust that Tata AIA enjoys among its consumers given its rich parent heritage and demonstrated capabilities over 2 decades as a Life Insurer.”
Added Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance: “The film is shot in warm surroundings and shows Neeraj emphasizing on the importance he places on his javelin and technique in getting the maximum throw in. It is an interesting take to show Neeraj in one of those reflective moments in life, away from the action at the field. In the end, he urges all of us to believe in ourselves and take help of trusted enablers, similar to how he has trusted Tata AIA Life for best in class Protection and Savings solutions.”
Scaler, a tech upskilling startups, has kicked off its brand marketing campaign with a film that draws on popular shows and internet references. The campaign aims to throw light on the enduring skill gap in the technology space and the urgent need to address the same.
Speaking about the film, Abhimanyu Saxena, Co-founder, Interview Bit & Scaler Academy, said: “Scaler has always been a proponent of the importance of having the right set of skills to perform any given role, and believes that securing a good job, while important and gratifying, is not the sole purpose of acquiring a skillset. The gap in skills that we are currently witnessing in the industry, acerbated even more by the rapid digitalisation that followed in the wake of Covid-19, has brought to light the need to not only keep oneself relevant by updating one’s skill set but also the value of thinking beyond oneself and using one’s skills to effectively address and overcome key challenges in the way we work and live.”
Fragrance brand Skinn by Titan has launched a digital film featuring actors Sanya Malhotra and Suhail Nayyar for Valentine’s Day.
Said Ankit Kasliwal, Head of Marketing, Fragrance Division, Titan Company Limited: “There are often expressions of love that remain unsaid as words fall short while conveying the true depth of feelings. Gifting a fine fragrance to a loved one thus becomes an intimate, and expressive gesture. For this Valentine’s Day, we wanted to capture this true essence of love that runs deep and showcase these imperfectly “perfect relationships” where the little unsaid moments can be rejoiced with Skinn by Titan.”
Added Divya Bhatia, Group Creative Director, Ogilvy South: “For this year’s Valentine’s Day campaign, we wanted to do something that not everyone would be talking about. But something that everyone could relate with. And that’s how we came upon the thought of what happens after you’ve fallen in love. When you’ve settled in the relationship. The reality is, the deeper the bond, the more comfortable the couple is to do their own thing and grow within the relationship. Taking that as a premise we went ahead and created this narrative with a twist. A narrative that celebrates couples for who they are, individually and together. After all, it’s the little imperfections that make each relationship perfect in its own way.”
Dr. Agarwal’s Eye Hospital has launched a multi-film campaign conceptualised by Lowe Lintas Bangalore with an objective of creating relatable conversations around eye health. The campaign films, starring S V Shekhar and Ratna Pathak Shah, are a humorous take on how people with their golden years ahead of them opt for a timely eye treatment and go on to live their dreams.
Said Ayushman Chiranewala, CMO, Dr. Agarwal’s: “We believe that eye surgery can be life-changing. Our attempt with the campaign is to showcase the tremendous impact that regaining clear vision with eye-surgery at Dr. Agarwals can have on the quality of life of the senior citizens. With advanced surgical techniques, eye-surgeries are no longer intimidating, but simple procedures that can provide seniors as well as everyone else with a new lease of life to enjoy their new innings. Our campaign carries a light-hearted tone to break away from the anxiety that a surgical procedure might induce and drive home the fact that eye surgeries are now safe, quick and most of all – transformative.”
Talking about the creative thought behind the campaign, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas Bangalore added: “As the saying goes – ‘Getting old is mandatory; feeling old is optional!’ Today’s senior citizens are far more active, with a positive attitude to life and health. Our latest campaign for Dr. Agarwal’s is a celebration of their indomitable spirit, as it shines a light on their willingness to grow. We’re thrilled that Dr. Agarwal’s shared our enthusiasm for a happier narrative; and, we’re confident that their clients will, as well.”
Kaya, the skincare brand, has launched a new campaign #MyLoveMyWay to celebrate self-love, this Valentine’s Day.
Said Samyukta Ganesh Iyer, VP and Head of Marketing, Kaya: “Kaya is in a beautiful space that works on intrinsic and extrinsic beauty, with high active efficacious dermat curated products that provide all the good for the inside, and treatments that make you feel fabulous on the outside. Our aim is to push this social conversation, while emphasising that ‘Beautiful is You’, no matter what you choose to look like. Most importantly, while we accept all kinds of beauty, we refrain from claiming that cosmetically fine-tuned beauty is natural. We believe in honesty, and giving all beauty the love that it deserves. Without judgement. That’s the operative word for us. This Valentine’s Day, our aim is to focus on self-love that is loud and fearless. We want to prioritize self-care that is unabashedly selfish.”
In today’s age of data and empirical evidence, classical advertising is losing its relevance. Not everyone is convinced about the role of traditional advertising. The number of likes, shares, retweets, enquiries is all that matters. Talking about emotional connect only just does not make sense.
The power of communication, specifically advertising, was never better illustrated than now, after the passing away of Rahul Bajaj on Saturday. All posts, messages and some memes too talked about the iconic ‘Hamara Bajaj’ campaign in the same breath as Rahul Bajaj. It’s seems as if the man had ruled the two wheeler industry because of Hamara Bajaj. It seems the enormous success the brand was accorded was all due to Hamara Bajaj. It seems that Hamara Bajaj was the embodiment of Rahul Bajaj. Nationalist, outspoken and proud Indian businessman.
Nothing can be further away from the truth.
Rahul Bajaj
Bajaj became the dominant two-wheeler player in India for decades because of the ‘licence raj’. It was the government prerogative to decide how much production capacity even private players could have in India. Demand be damned. Some bureaucrats would decide the India needed to produce only x number of scooters. So if someone was doing that (read Bajaj), where was the need for more players? It suited Bajaj. They need not invest in R&D because the consumer had no choice. They needn’t have expanded because not only did the government not allow it but by creating an unmet demand, a huge black market was created for Bajaj scooters. Bajaj dealers were rolling in cash and so was, one suspects the company.
So, Rahul Bajaj, in the guise of nationalism was against liberalisation. He had openly declared war on liberalisation policies by forming an informal Bombay club of businessmen who felt threatened by competition due to liberalisation.
And the arrival of Hero Honda seemed like the death knell for Bajaj. It was Rajiv, his son, who shrewdly bailed his company out. He first discontinued scooters, the product on which Bajaj was built and then invested heavily in R&D. Some collaborations like with Kawasaki, to gain time, was the first indicator of the direction that Rajiv sought.
And of course Hamara Bajaj, a simple advertising campaign, gave a temporary respite to the beleaguered scooters. Actually it was not as much nationalistic as it was about India rising. For a scooter brand which had thrived on protectionism, to cash in the liberalised India sentiment was as ironic as it could get.
And it gave space to Rajiv and his team to get into a hitherto, niche 175-200cc motorbike segment.
It was actually not a resurrection. What came out of the ashes of the now tainted scooter legacy was Pulsar. It is public knowledge that Rahul disagreed with Rajiv on discontinuing scooters. To give credit to the man, he allowed Rajiv a free hand. But when Pulsar was born and Bajaj as a brand seemed to have been relegated into the background, Rahul did put his foot down. It was not to be Pulsar but Bajaj Pulsar.
The last 48 hours seem to have vindicated traditional advertising. In spite of all the facts above, every newspaper – English or vernacular, every social media commentator on Facebook or LinkedIn was trying a play of words with Hamara Bajaj. So, while we pay our tribute to the departed, let’s not forget what made the man pass into folklore was a simple advertising campaign which has transcended time, and which has once again shown the power of advertising.
Vikas Mehta is a senior advertising and marketing services professional and educator based in Dehradun. He writes off and on for MxMIndia. His views here are personal
Diljit Dosanjh, Coca-Cola India brand ambassador, has unveiled the company’s new campaign “Coke Tables” in Punjab. The campaign will go live on TV channels in Punjab and will also have a digital leg.
Kaya, the skincare brand, has launched a new campaign #MyLoveMyWay to celebrate self-love, this Valentine’s Day.
In today’s age of data and empirical evidence, classical advertising is losing its relevance. Not everyone is convinced about the role of traditional advertising. The number of likes, shares, retweets, enquiries is all that matters. Talking about emotional connect only just does not make sense.