By Our Staff
Croma releases a film for Republic Day. It is based on the true event of a Croma customer conceptualized by the Croma in-house creative team, produced by Useful Garbage Creations and directed by Gaurav Gupta.
Croma’s digital campaign #ConstitutionOfJoy expresses Croma’s dedication to provide its customers with the best-in-class end-to-end shopping experience and understands that behind every small electronic there are countless memories.
By Our Staff
Akshar Yoga, started by Grand Master Akshar, launches Healthy India campaign on this Republic Day. As part of the campaign, a number of underprivileged and specially-abled children will be carefully trained by Akshar Yoga Research and Development Centre Master level teachers.
Said master Akshar: “On a spiritual level, yoga is transformational and brings growth, positive self-development, and happiness. Its deep reach and influence can be felt in people’s lives.”
The festival will also include 100 specially abled kids and 150 children from orphanages. To achieve a healthy India, Akshar Yoga, through this campaign, wishes to spread the message about the power of yoga to the world. He will demonstrate how to enrich your life through asanas and make it beautiful. To achieve work-life balance, we need to stay in optimal health, and yoga is the perfect answer to overall well-being and good health.
By Our Staff
Grey Group India collaborates with Axis Bank Republic Day Campaign. The campaign aims to celebrate diversity and unity in an effort to acknowledge the one language over a billion Indians speak across borders.
The communiqué states – With your support, Axis Bank and Grey Group hopes to get the Indian Sign Language officially recognised as the 23rd language in 2023.
By Our Staff
Aditya Birla Health Insurance Company Ltd. (ABHICL) has unveiled its latest brand campaign, “KyaPeecheChhodaHai”, to promote the role of health insurance in changing lives of people by empowering them to lead healthier lives. The campaign, encapsulates the importance of how positive health behaviour such as walking 10,000 steps daily can help an individual leave health concerns behind.
Speaking on this campaign, Mayank Bathwal, CEO, of Aditya Birla Health Insurance, said: “At ABHI, our primary focus is to help our customers with cutting-edge innovative health-first insurance solutions which not only protect them from medical uncertainties but nudge them to live a health-focussed life. We take immense pride in having pioneered this model of health insurance that transcends the boundaries of an indemnity based model by focusing on proactive health-care for our customers.”
By Our Staff
ONN, a casual wear brand from Lux Industries Limited, has launched its new campaign for polos & tees, created by Wunderman Thompson Kolkata. This is the second time in three years that WT Kolkata has conceptualised a campaign for ONN, driven by a couple of TVCs and supported by OOH.
The campaign reinforces the brand’s positioning of complete comfort. Shot in Bucharest, Romania, the international location and cast lend a global angle to the brand and add to its aspiration quotient.
Commenting on the campaign, Saket Todi, Executive Director, Lux Industries Ltd., said: “We always wanted to project the brand as youthful and footloose. We know that to enter the consideration set of our target audience and be preferred by them over other brands in this segment, we had to strike the right balance between premium imagery and easy accessibility. We have kept the brand aspirational and the pricing within reach. The primary objective was to get noticed again after a gap of three years. Which is why, we went ahead with advertising themes, locations and cast which have the potential to grab eyeballs.”
Added Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata: “The biggest challenge was to tell an interesting story with a twist in 20 seconds. That’s why we thought of scripts with minimum or zero dialogue which would establish the product positioning without impeding the pace of the storyline. Similar to our previous films for ONN, international settings and actors have been used to amplify the aspiration levels.”
By Our Staff
Following a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has won the digital mandate for Waman Hari Pethe, a Mumbai based Jewellery brand founded in the year 1909 with a legacy of 114 years. Tonic Worldwide has come on board as the digital partner for the brand with a mission of growing the business through integrated brand communication.
Speaking on the new win, Chetan Asher, Co-founder & CEO, Tonic Worldwide, said: “We are excited to partner Waman Hari Pethe in its vision to reach the digital audience with WHP, the digital brand that will cater to the younger generation. This TG is increasingly getting more interested in the category. With our digital first approach to brands and the understanding of e-commerce funnels, we wish to put the brand in the TG’s top consideration. Our specialist arms GIPSI, Twip and Yellow Labs will play an important role along with our Media expertise in realising this vision.”
Added Dr. Aditya Pethe: “With this new venture we are looking at creating an online brand identity for WHP Jewellers that will have pan India resonance. Our aim is to expand The Waman Hari brand to include a larger group of patrons especially the younger generation through relatable and trending content. We are looking forward to this new journey.”
By Our Staff
Van Heusen, power dressing brand from Aditya Birla Fashion and Retail Ltd (ABFRL), has teamed up with PartyNite Metaverse to create a virtual performance space for the musical extravaganza called “Van Heusen Metaplay”.
When Chai Met Toast, Indian Pop band will be performing at their first ever music concert in the Metaverse. Fans and Viewers can RSVP for the event on Paytm Insider, style their avatars with the latest collections and ensembles from Van Heusen and experience the infectious and melodies energy of the virtual concert.
Speaking about this unique event, Abhay Bahugune, Chief Operating Officer-Van Heusen, Aditya Birla Fashion & Retail Ltd. said: “As an ever-evolving fashion brand that has always been anchored in innovation, we have not only entered this virtual space of Metaverse, but have also started creating next-gen retail experiences, with an aim of tapping into newer and more dynamic forms of engagement with our consumers. Fashion in the metaverse is poised to emulate what we already see in day-to-day life; it’s engaging to dress-up avatars and use fashion as a form of self-expression and personal status. This musical concert is just the perfect amalgamation of Fashion, Music and cutting-edge technology that we would like to share with our discerning consumers. We are also the first ever fashion brand to enter the Metaverse in India with such an immersive experience.”
Rajat Ojha, CEO, Partynite Metaverse added: “This is a truly unique event where entertainment and fashion are coming together for the first time on Metaverse. We worked on very interesting landscapes to mount the concert, it had to be swanky and NextGen to match up with the essence of the band and at the same time we had to integrate the brand experience seamlessly, in a fun way. The virtual concert along with shopping will make for wholesome entertainment for the audiences. The audience is not just going to enjoy the concert, they’ll be completely part of it. The focus on the audience is like never before and that’ll set the stage for PartyNite in 2023”.
Varun Khare, Business Head, Paytm Insider said, “Whether it’s a live event or digital event, offering unique experiences for the audience is massively important and has been our core. This time too, we have left no stone unturned in curating this extraordinary event that bridges the gap between the physical and digital space to deliver a truly shared experience like no other. We are happy to partner with Van Heusen and PartyNite for this one of a kind music and fashion event.”
By Our Staff
Mullen Lintas Delhi wins creative duties for Hindware Sanitaryware and Tiles. The business was won after a keenly contested multi-agency pitch process. The account would be handled out of agency’s Gurgaon office.
Speaking of the win by the agency, Hari Krishnan, CEO – Mullen Lintas said: “Purchase decisions when it comes to Sanitaryware used to be led by functionality and value. However, that’s not the case any longer and it’s not seen as an extension of personal space and expression. This is where Hindware has made a difference with its innovations & design and our focus would be to consolidate the brand equity for Hindware based on these values & benefits. We are excited about this partnership and look forward to creating a new narrative in this category.”
Commenting on the association, haru Malhotra, Vice-President, Marketing, Hindware Limited added: “Hindware is known for Design Excellence, Innovation and Quality. Our products are backed by extensive consumer research and Insights. We have been evaluating different partners to further build the Hindware brand equity through sharp and relevant consumer insights and creative expressions. For us what stood out about Mullen Lintas was how the Strategy & Storytelling came together in perfect sync and of course the passion and enthusiasm the team brought to the table. We look forward to some stellar work being developed for the brand.”
By Our Staff
Seeds of Innocence, North India’s premier IVF and Fertility Treatment provider, has unveiled the Centre of Excellence for Reproductive Genetics ‘BigIVF- SeedसहीTohBirthDefectनहीं. It is comprehensive fertility program launched across 15 IVF & Fertility centres in 8 states of India. With an aim to deliver high-end technology-based infertility treatments through innovative reproductive genetic, foetal medicine and genetic screening services, this program is a blessing for couples aspiring to become parents despite multiple failed IVF cycles, miscarriages, genetic diseases or genetic abnormality in the previous pregnancy.
‘BigIVF- SeedसहीTohBirthDefectनहीं program is the brainchild of the visionary IVF specialist Dr Gauri Agrawal, who is a pioneer in implementing path-breaking research & the use of new technologies/ techniques and the founder of Seeds of Innocence. While treating infertility among patients across the country, Dr Agrawal observed that people do not understand the reason for multiple failed IVF cycles or their miscarriages. It was this observation that led to the dawn of the revolutionary program ‘BigIVF- SeedसहीTohBirthDefectनहीं’, which caters for the missing link in it, i.e., Reproductive Genetics, a big game changer in IVF treatment.
Citing her experience, Dr Gauri Agarwal, Founder & Director, Seeds of Innocence, said: “What really led me to make Reproductive Genetics an integral part of our ART protocol at Seeds of Innocence was when I came across a couple from Jharkhand who finally used their life savings for IVF after 11 years of marriage and successfully conceived in the 2nd attempt, however, their world came shattering when the foetus was diagnosed with Down Syndrome during Ante-natal scans. With science by our side, this should not happen to anyone.”
By Our Staff
Zivame intimate wear announces the launch of its new brand campaign. In #WearYourConfidence film made by Leo Burnett, it encourages women to confidently seize the day. The core insight behind the campaign is that confidence is needed in every aspect of our lives, in our every day. And the right intimate wear designed for your body, empowers you to confidently take on any day.
Lavanya Pachisia COO of Zivame, said: “Our campaign celebrates every Indian women and her diverse everydays, from the mundane to the special, and how with the right intimate wear by her side, she can put her most confident foot forward.”
Sonal Chhajerh, Group Executive Creative Director, Leo Burnett, Mumbai, added: “The right intimate wear can give women the confidence to take on any day. The campaign brings alive how each day brings the need for a different kind of confidence, and there is a Zivame for her every need.”
By Our Staff
Cadbury 5Star from Mondelez India has rolled out a campaign for this Valentine’s Day. As part of this year’s #DoNothing proposition, the brand has introduced a Mush Detector Web App that detects high mush zones thus, helping free birds ‘Do Nothing in peace.
Speaking on the campaign, Nitin Saini, Vice President – Marketing, Mondelez India said, “Speaking directly to the nation’s youth, Cadbury 5Star with the perfect balance of quirk and wit has consistently conveyed relatable stories. Creating yet another engaging narrative for Gen Z, our latest edition of Valentine’s Day campaign stands for all those who do not celebrate Valentine’s Day and will help them steer clear of any mush, anywhere. With a resounding response to last year’s Valentine’s Day campaign, we are confident that this year’s efforts will resonate equally well with our consumers.”
Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India added: ‘Valentine’s Day has become an annual event for Cadbury 5 Star to leverage and land its ‘Do Nothing’ counterculture attitude. This year we have conceived and built a zany, dynamic webapp, the 5 Star Mush Detector – which helps people detect and avoid mush around them with a real-time map using various data points like nearby florists, gift shops, movie theatres, restaurants, etc. What makes it even more irreverent, is that the data is also triangulated with chocolate sales to deduce mush. The more lovey-dovey an area, the redder it appears on the map. The app also assists users find mush-free spots, where they can escape to ‘Do nothing’. To make it further engaging, friendly folks can help us in populating the real-time map during Valentine’s week, by reporting mushy places to avoid. It was a super-fun experience creating this unimaginably, sophisticated piece of work to take ahead 5 Star’s message for Valentine’s Day – ‘Escape the mush and Do Nothing in peace.”
Shekhar Banerjee- Chief Client Officer and Office Head- West, Wavemaker India further added, “Continuing with our legacy of being a counter-culture brand, we are protecting the single souls from all the mush during Valentine’s Day with the mush detector app. This campaign has been mounted on the back of exclusive partnerships with brands like Frozen Bottle, Keventers, and Smaaash to create mush-free zones for singles to hang around while escaping the mush! In collaboration with popular faces that celebrate ‘singlehood’, we had a very unique use of hyperlocal targeting, we are alerting singles about the mushy areas to avoid, warning them to escape these zones through the mush detector app.”
By Our Staff
Tata Motors launches a five-part film as an extension of the earlier brand positioning campaign. This is the second series of nationwide human-centric commercials. The new content line-up complements the ongoing ‘Desh ke Trucks’ campaign.
The first commercial of this new content series showcases multiple comfort features of Tata Motors truck which enhances driver productivity. The second and third film highlight the benefits of Tata Motors’ own connected telematics platform, Fleet Edge, which is developed for both fleet owner and the driver. With safety being a key attribute of Tata Motors trucks, the fourth and fifth advertisements portray the usage of Collision Mitigation System (CMS) and Lane Departure Warning System (LDWS) respectively.
The creative development and campaign execution was done by Black or White Brand Communication.
Commenting on the campaign, Shubhranshu Singh, Vice President, Marketing, Commercial Vehicle Business said: “Tata Motors is pioneer and industry leader in commercial vehicles. Our endeavour is to engage our stakeholders with continuous communications. With customer centricity at the core of our business, we have evolved from showcasing distinct campaigns around the product applications to an advanced storytelling about our mobility solutions that establishes an emotional bond with our audiences. With ‘Desh ke Trucks’ campaign, we are confident that our simple messaging and subtle humour will appeal to our customers.”