Angel One, the fintech player, has launched a new campaign titled #RahoHameshaSuper.
Said Prabhakar Tiwari, Chief Growth Officer, Angel One Limited: “RahoHameshaSuper is more than just a campaign; it symbolizes a crucial milestone. The campaign spotlights the full potential of the A1 SuperApp, empowering investors and traders with fast, secure and reliable experience. We have packed the campaign with relatable messages under #AbSamjheKyonHainSuper, specifically targeting Gen Z and young millennials. By showcasing the app’s unique features and benefits, we are expecting a significant boost in the brand consideration scores and facilitate our growth strategies.”
Added Dinesh Thakkar, Chairman & Managing Director, Angel One Limited: “Angel One is actively embracing innovation and technology within the SuperApp framework, catering to the requirements of all demographics. As Angel One pivots through the dynamic fintech landscape, our dedication remains steadfast towards our North Star – empowering a billion lives with leading-edge solutions and create the most trusted fintech brand.”
Blissclub, a leading activewear brand dedicated to reconnecting women to the joy of movement, unveiled its latest campaign encouraging women to “familiarise themselves with the liberating experience of undistracted workouts”.
Said Minu Margeret, Founder-CEO, Blissclub: “As we launch Move Uninterrupted, our mission is clear: we’re not just breaking a sweat; we’re breaking through the atmosphere of societal expectations and sparking conversation about equality in responsibilities within the household . If men can believe household chores are alien, then ladies, prepare for lift-off because we’re turning ‘me-time’ into a must have adventure. It’s time for women to reclaim their workout space, and gentlemen, let’s make ‘shared chores’ the new universal norm. Together, let us redefine societal norms, break down stereotypes, and create a space where everyone can thrive without interruptions.”
BlackCab, a content production and social media strategy, has unveiled a campaign for the launch of Avartana, ITC Maratha’s latest culinary venture, in Mumbai.
Notes a communique: “BlackCab leveraged its network agency model using its specialized short form content studio Secret Sauce Studios to produce the content for the Avartana launch. The project saw them capture an array of photos and videos together with architectural shots that emphasize the restaurant’s beauty. The project focused on bringing out and articulating the thought and inspiration behind Avartana’s five different multi-course menus. The BlackCab team spent time with the chefs to understand why the ingredients play such a vital role in the dining experience at Avartana. Following this, the team crafted a content strategy that would bring the space to life.”
Canara Bank has rolled out a campaign addressing the rising cybercrime rates in Rural India with its ongoing initiative, ‘Be Cyber Smart.’ The awareness initiative has been launched across 489 bus stands across India. The campaign was conceptualised and executed by Vritti iMedia.
Said R P Jaiswal, General Manager, Head Office, Canara Bank: “Canara Bank identified a disturbing increase in cybercrime cases. We observed there is a critical need for creating awareness and educating the public, particularly in rural areas where cybersecurity awareness is critically low. To tackle this issue head-on, the ‘Be Cyber Smart’ initiative was launched to equip people with the knowledge and skills needed to protect themselves in the digital age.”
Added Rajesh Radhakrishnan, Co-Founder and Chief Marketing Officer- Vritti iMedia: “Vritti Solutions recommended the use of engaging musical jingles and messages on cyber awareness, strategically placed within the regular bus announcements. These jingles are placed amidst bus arrival and departure announcements; thus, guaranteeing 100% engagement rate. The ability to convey messages in regional languages and dialects proved to be a key asset, fostering a direct and relatable connection with the target audience.”
The path to love is paved with gold. And strewn with flowers.
In the United States, consumers plan to spend $25.8 billion on Valentine’s Day this year – an average of $185.81 per person. A 2023 Assocham report estimates the Indian Valentine’s Day market to be worth ₹25,000 crore, while the flower market around Valentine’s Day is estimated at about ₹500 crore.
Source: National Retail Federation, 2024
While couples spending on jewellery, flowers, clothes and romantic dinners drive the lion’s share of that consumption, non-romantic celebrations are a growing trend across the world.
A remarkable evolution of the target audience is apparent in the diverse celebrations associated with Valentine’s Day. Celebrations are now about various kinds of relationships, including friendships, family bonds, self-love, and even expressions of love for pets.
Research amongst ‘non-couples’ reveals that people are spending on themselves – which is only to be expected in this age of self-love, getting together with other unattached friends or family members, or even buying ‘anti-Valentine’ gifts.
These trends are particularly popular among younger consumers.
Over half (53%) of 18- to 34-year-olds and 42% of 25- to 34-year-olds not celebrating Valentine’s Day still find a way to mark the occasion.
Crafting campaigns that embrace this diversity resonates with a broader audience, capturing the essence of love in its myriad forms.
For young women who mark the occasion by treating themselves or throwing a party with single friends, there’s “Galentine’s Day” gift guides from brands like Macy’s, Kay Jewellers and Walmart
1-800-Flowers emphasises the importance of celebrating friendship, recognising that Valentine’s Day is not limited to romantic relationships.
Their ad features a heart-warming scene between two friends, as they reflect on the bond they share and how their friendship has evolved over time. The friends engage in a touching conversation, asking each other meaningful questions about their friendship and the impact it has had on their lives.
DoorDash Self-Love
Knowing that most other delivery services would cater to traditional couples, delivery app DoorDash put forth a narrative that gave single women permission to enjoy Valentine’s Day to the same extent that couples would. This meant capitalising on the existing narratives around pleasure, passion, and romance that are always front and centre on Valentine’s Day – and tailoring them to single women.
Since self-love isn’t new, it was important to have a fresh take. Taking self-love literally, the campaign tapped into the 72% of US adults that believe self-pleasuring is a form of “therapy”, and start a conversation that is weirdly taboo: female self-pleasure. Rooting the conversation in destigmatising female self-pleasure, it used the most iconic Valentine’s gift — a bouquet of red roses. The surprise element: The Self Love Bouquet, a bouquet exclusively on DoorDash made of 11 real roses and one Rose, the bestselling female sex-toy of the last five years. In creating the bouquet, DoorDash was able to deliver $6 million worth of flowers – twice as much as in the previous year to a new demographic – single people who don’t purchase flowers on this holiday, selling the stocks out in four days.
In India, sexual wellness brand, MyMuse challenged love’s most well-known ambassador, Cupid, with its campaign, ‘Modern Love Needs Modern Solutions.’
With Cupid representing age-old societal norms that represent only one right way to love, MyMuse shows how love and people’s expression of it have changed. So, whether it’s choosing your own path, picking your own traditions (old or new), or choosing to settle down or stay single, MyMuse understands that there is no one-size-fits-all in modern love.
Proposing that “Modern Love Needs Modern Solutions – Cupid doesn’t get it, MyMuse does, the brand is running a campaign showcasing a well-meaning Cupid, who attempts to bring couples together in the name of love, using age-old tricks. As his attempts are rejected by people who prefer to find love and express it in their own way with the help of MyMuse products, Cupid has a complete meltdown and starts questioning his life’s purpose.
Watch the series here:
In addition to the films, MyMuse created a Cupid profile and launched a #cancelcupid campaign on LinkedIn, where it leveraged its employees as brand ambassadors.
New forms of celebrating relationships notwithstanding, technology is allowing couples in love to experience Valentine’s Day in fresh ways.
Gaming romance
Zynga, the game publishing label owned by Take-Two Interactive, is commemorating the season of love with a variety of delightful Valentine’s Day 2024 festivities throughout its array of games.
On Farmville, FarmVille 3 – Sweet Nothings, Ginny is brimming with enthusiasm for Valentine’s Day, eager to ensure that everyone on the farm feels cherished and included. She has organized a Valentine’s Phone Booth, where individuals can dial their loved ones and traditionally convey their affection. Participants can even win romantic rewards, contributing to making Valentine’s Day truly unforgettable under Ginny’s thoughtful planning.
Monster Legends is commemorating Valentine’s Day with an uproarious new Era Saga featuring Lovestruck, a playful creature known for stirring up mischief during this festive period. However, Lovestruck isn’t the sole attraction in this season’s array; they’re also unveiling Shakespearante, a romantically reimagined rendition of one of their beloved characters.
Dragon City is staging a series of Valentine’s Day-themed events. Players are invited to gather around the campfire to listen to the twisted tale of the new Storyteller Dragon in Part I of the ‘Enemies to Lovers’ Valentine’s event. Participants can aid the new Hanshock and Gretackle dragons in piecing together this ancient narrative by unlocking storybooks filled with rewards and restoring honour to their families in Part II, ‘Sweet Revenge.’
Cadbury Dairy Milk Silk – AI Stories
Cadbury Dairy Milk Silk, the chocolate brand from Mondelez India, plays cupid once again to highlight love stories around us. This year, the brand brings an experience that allows couples to transform everyday moments of love into cinematic experiences, powered by generative AI and filmmaker Zoya Akhtar.
Consumers can scan the QR code on Cadbury Dairy Milk Silk packs, leading them to a site where they will need to answer some questions that will help in curating their love stories with personalised avatars, which will be featured in the animated movie. The AI converts simple text input from the consumer into lovable character animations featuring the consumer.
These AI-curated stories will be amplified through strategic media partnerships and personalised content collaborations with leading OTT and music platforms, as well as brand experience zones. Riding on the ultimate goal of making every couple’s Bollywood dream come true, selected videos from the campaign will be featured on the streaming platform Disney+Hotstar, allowing consumers to share their love stories with a wider audience.
Watch the launch video here: https://www.youtube.com/watch?v=8FMhNiKYdOw
Bumble
Bumble, the dating app, is celebrating Lunar New Year and Valentine’s Day in Singapore by launching a new campaign called “Toss Love into the New Year”. The campaign is inspired by the traditional and iconic “Prosperity Toss” or Lo Hei and aims to help Singaporean singles cast out their dating fatigue and manifest a more prosperous love life.
As part of the campaign, Bumble is giving away a curated exclusive ‘Lo Hei’ pack filled with eight goodies, such as fish ball crackers, Hershey’s kisses chocolates, and salted egg fish skin from Golden Duck. Each goodie represents Bumble’s eight mantras to manifest a prosperous love life, such as “Everything starts with a belief”, “I take control, love will unroll”, “Healing on the inside, beaming on the outside” and “I’m always real, authenticity is the deal”.
The first 200 users of the app can get the pack on a first-come-first-serve basis. Bumble’s partners in the campaign are Singaporean influencer and content creator Saffron Sharpe and Feng Shui expert and TikTok creator Cliff Tan. Sharpe is featured in a video explaining the meaning of the eight mantras and setting up Bumble’s ‘Lo Hei’ pack. She also provides tips on rearranging one’s personal space to invite love back into their lives.
Something to be inspired by when planning your next Valentine’s Day activation?
Kunal Sinha is a senior strategy and foresights executive based in Jakarta, Indonesia. He is the author of several books including The Future of India’s Rural Markets and Raw – Pervasive Creativity in Asia. He writes for MxMIndia every other Monday. His views here are personal.
Pulp Strategy, a digital agency, has unveils an AI-powered advertising brand film for Dabur Red.
Said Ambika Sharma, Founder and MD of Pulp Strategy, said: “AI is at the peak of its hype cycle; the capability of the tools is limited but growing. There are many interesting and real value use cases beyond creative and content with generative AI. It is our collective responsibility to prevent ‘nice-looking garbage’ through quality control processes to ensure impactful and effective campaign outcomes.”
Equitas Small Finance Bank has unveiled the inspiring journey of Virumandi under the ‘Circle of Life’ campaign.
Said Vignesh Murali, Senior Vice President & Head – Marketing, Equitas SFB: “Virumandi’s journey epitomises the essence of resilience and determination,” “His unwavering commitment to hard work and his partnership with Equitas underscores our mission to empower individuals to achieve their dreams, no matter the obstacles they face. We are honoured to stand by Virumandi on his journey from the garage to greatness. Moreover, it’s the persistence of people like Virumandi who are our driving force to actualize financial inclusion and exemplify our commitment to go ‘Beyond Banking’.”
Pidilite Industries Limited has unveiled a new digital campaign for Motomax Insta Shine, an easy-to-use DIY vehicle polish. The campaign, conceptualised by Sideways, is set to captivate audiences across various popular digital platforms.
Said Manish Dubey, Chief Marketing Officer, Pidilite Industries Ltd: “Motomax Insta Shine is not just about giving your vehicle a quick shine; it’s about adding a touch of shine to your everyday life. This communication reflects the essence of our brand – providing effective solutions for vehicle care and maintenance. We believe it will resonate with our audience and reinforce Motomax Insta Shine as a go-to choice for auto-care.”
Commenting on the TVC, Abhijit Avasthi, Founder, Sideways added: “We’ve always enjoyed crafting fun narratives for our Pidilite films. With Insta Shine, we wanted to demonstrate the instant shine functionality, but still do so in our signature, humorous way.”
Cheil India has rolled out a new campaign for MG Motor India. Alongside traditional advertising channels such as print, radio, and digital, this multimedia campaign is anchored by a series of three thematic films that capture the essence of and celebrate customer delight.
Said Udit Malhotra, Head of Marketing, MG Motor India: “Since its launch in 2019, MG Motor India has been known for its unique approach to humanizing technology and providing best-in-class features. Looking ahead to 2024, we aim to enhance and evolve our brand story further. By offering the right features at the right price, we are trying to capitalise on all points of leverage to draw attention to the uniqueness of our brand and increase brand love.”
Added Amit Nandwani, National Creative Director, Cheil India: “We wanted to explore a clutter-breaking visual route while finding a way to keep the context relatable and films enjoyable. Leaning into the idea of unbelievable delight, each film drives home the point in a light-hearted, fun way with a memorable visual twist at the end. And through the endearing banter of the Indian-British duo, we have tried to marry the British heritage and Indian connect of the brand.”
Publicis Worldwide India has conceptualised an ad film titled ‘Seekh,’ for HDFC Mutual Fund. This film is an extension of the ‘Zindagi Ke Liye SIP’ campaign launched last year.
Speaking about the film, Oindrila Roy, Managing Director, Publicis Worldwide India, said: “At Publicis Worldwide India, we help brands engage their audiences by leveraging powerful human insights. Zindagi Ke Liye SIP is a perfect example of a campaign that is based on a powerful cultural insight that unlocks category growth for mutual funds. Through a series of heart-warming and relatable stories, we want to showcase how SIP can make mutual fund investing rewarding.”
Added Srijan Shukla and Pratheeb Ravi, Executive Creative Directors at Publicis Worldwide India: “We, as a society, believe that starting something early is very important and a prerequisite for success. It’s a principle that’s equally true for SIP. This observation forms the premise of our second film for the campaign ‘Zindagi Ke Liye SIP’. The film tells a simple yet poignant story of vulnerability and honesty. The film is authentic and relatable. And like always we have tried to keep the narrative honest.”
Stellantis India has elevated Shishir Mishra as Brand Director for Citroën in India. In his new role, Mishra will be responsible for steering the brand’s strategic initiatives and further strengthening Citroën’s presence and impact in the Indian automotive market.
Commenting on the appointment, Aditya Jairaj, CEO & Managing Director, Stellantis India, said: “We are delighted to appoint Shishir Mishra to lead Citroën in India. His experience, coupled with his proven track record of delivering results, makes him the ideal candidate to intensify Citroën’s brand strategy in this dynamic market. I am confident that under his leadership, Citroën will continue to innovate and excel, further solidifying its position towards a leading automotive brand in India.”
Tata AIA Life Insurance (Tata AIA) has unveiled a campaign featuring Atul Khatri and Kenny Sebastian, stand-up comedians.
Commenting on the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said: “At Tata AIA, we are committed to empower consumers and equip them with the right financial advice and insurance solutions. To communicate these important aspects, we thought of going unconventional and partnered with Atul Khatri and Kenny Sebestian, two outstanding names in the stand-up comedy world. We are sure that our campaign and consumer-centric life insurance solutions will enable our consumers to be ‘har waqt ke liye taiyaar’ and lead a ‘fikar-free’ life.”
The task of creating the campaign was entrusted to the digital marketing and advertising agency, Admatazz.
Sharing his experience Yash Chandiramani, Founder and Chief Strategist of the agency, said, “We had an absolute blast conceptualising and executing this campaign. The brief was very clear and based on strong insights. We had to unlearn a lot of advertising for this campaign as the films had to be as native as possible. It’s exciting to see a life insurance brand take a not-so-serious route in India and we are even more excited to be playing a part in it.”
The path to love is paved with gold. And strewn with flowers.
On Farmville, FarmVille 3 – Sweet Nothings, Ginny is brimming with enthusiasm for Valentine’s Day, eager to ensure that everyone on the farm feels cherished and included. She has organized a Valentine’s Phone Booth, where individuals can dial their loved ones and traditionally convey their affection. Participants can even win romantic rewards, contributing to making Valentine’s Day truly unforgettable under Ginny’s thoughtful planning.
Monster Legends is commemorating Valentine’s Day with an uproarious new Era Saga featuring Lovestruck, a playful creature known for stirring up mischief during this festive period. However, Lovestruck isn’t the sole attraction in this season’s array; they’re also unveiling Shakespearante, a romantically reimagined rendition of one of their beloved characters.
Dragon City is staging a series of Valentine’s Day-themed events. Players are invited to gather around the campfire to listen to the twisted tale of the new Storyteller Dragon in Part I of the ‘Enemies to Lovers’ Valentine’s event. Participants can aid the new Hanshock and Gretackle dragons in piecing together this ancient narrative by unlocking storybooks filled with rewards and restoring honour to their families in Part II, ‘Sweet Revenge.’