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Tag: Amitabh Bachchan

  • The 360-degree campaign features Nayanthara for the Southern markets and Amitabh Bachchan across other markets in India

    Tata Sky unveils engaging ‘Dhamaka Rupee’ campaign

    By A Correspondent

     

    With the critical fourth phase of digitisation underway, DTH major Tata Skyrolled out its latest ‘Dhamaka Rupee’ campaign. The 360-degree campaign features Nayanthara for the southern markets and Amitabh Bachchan across other markets in India. The campaign aims to encourage consumers to make the right switch from analogue cable to Tata Sky, with the Dhamaka Pack (for the rest of the country) and South Special Pack (for the five South states).

     

    The campaign, directed by award-winning director Shoojit Sircar, has superstar Amitabh Bachchan portraying a grumpy yet loveable shop owner – ‘Uncleji’ whose life has turned upside down because of the success of the Dhamaka 199 pack. The pack, selling like hot cakes, forces him to keep stocking one rupee coins as change to give back to the customer. Meanwhile, in a small village in southern India, the affable Meenakshi, essayed by Nayanthara, is grumpy too as she looks for the elusive one rupee coin, thanks to the success of Tata Sky’s South Special Pack.

     

    Said Malay Dikshit, Tata Sky’s Chief Communications Officer: “It’s second nature for us Indians to be exact about the value for what we buy. The simple and humorous communication in this campaign makes use of this peculiar behaviour and lands the price, the pack details and value for money messaging – all in a few seconds. Through this campaign we are looking at targeting 70 mn cable TV households across the country.”

     

    Added Sukesh Nayak, Ogilvy and Mather‘s Chief Creative Officer, Ogilvy West: “To sell Tata Sky’s most popular and extremely competitive value pack, priced at just 199, we decided to play on the fun side of the struggle that a shopkeeper has to go through, when he has to return the change for such a popular pack.”

     

  • The new campaign was launched alongside their latest interactive service 'Tata Sky Acting Adda' powered by FTheCouch (FTC)

    Tata Sky teaches everyone to act in latest campaign

    By A Correspondent

     

    Tata Sky has announced the launch of a brand-new ad campaign featuring actor Amitabh Bachchan. The new campaign was launched alongside its latest interactive service ‘Tata Sky Acting Adda’ powered by FTheCouch (FTC).

     

    To launch this service, Ogilvy & Mather conceptualised a campaign with the tagline ‘Bade Break ka BadaManch’using Bachchan. Shot by director Shoojit Sircar, the ad – a series of four TVCs – captures Bachchan’s transformation into a confident actor in a very simple yet extremely fun way.

     

    Said Malay Dikshit, Chief Communications Officer, Tata Sky: “This service caters to a much under serviced need of aspiring actors to get the much needed break as well as the need of casting experts to have a ready talent pool. The communication, which delivers a smile has the service woven into a beautifully simple story. Mr Bachchan and O&M have once again created magic for Tata Sky.”

     

    Added Sukesh Nayak – ECD, Ogilvy & Mather: “What better way to launch an acting school platform than have India’s superstar play a role of an ordinary man with a desire to act. We hope with this product, every Indian, no matter living where, now gets an opportunity to embellish his acting skills and show his talent on big stage.”

     

  • The ad campaign has been conceptualised and executed by DDB Mudra North along with The International Union against TB & Lung Disease

    Government of India launches new multimedia campaign ‘#IndiavsTB’

    By A Correspondent

     

    DDB Mudra North has partnered with the Indian government for creating a campaign which would galvanise the nation towards the mission of ending TB. The campaign is titled ‘#IndiavsTB,’ where it calls to the nation to unite against Tuberculosis. The objective of the campaign is to build momentum around the mission of making India TB Free.

     

    Given the stigma around TB, the campaign had to be powerful yet sensitive towards the patients suffering from it. Hence, the face of the campaign is no other than megastar Amitabh Bachchan who not only survived the deadly disease but is also completely cured from TB.

     

    DDB Mudra North partnered with The International Union against TB and Lung Disease to create a 360-degree campaign comprising of TVC, digital, radio and newspaper activations.

     

    Said Kavita Ayyagari, Project Director, Challenge TB – The Union: “The campaign #INDIAVsTB is part of The Call to action for TB Free India and has been made by The International Union against TB and Lung Disease supported by USAID – Challenge TB. DDB Mudra North has come up with a campaign that touches the hearts of people and communicates key messages on symptoms of TB and the challenge of drug resistant TB due to incomplete treatment through MrBachchan. We are grateful to MrBachchan for his wholehearted support to our campaign. Together, we can bring TB out of the closet, talk about it and help make India TB Free.”

     

    Added Sonal Dabral, Chairman and CCO, DDB Mudra Group: “The brief for the campaign was to build communication that can help eradicate TB by 2025. This campaign not only deals with the symptoms of TB and the need for treatment but emphasizes on complete treatment. Large number of TB patients in India drop their treatment without being totally cured of it and this results in MDR TB which is dangerous and often not treatable. They drop it as it’s extremely difficult to manage and the duration is long too.”

     

  • The campaign theme #IndiavsTBsymbolises India's fight against TB and "TB Harega, DeshJeetega" is the tagline of the campaign

    Health Ministry seeks to eradicate TB through #IndiavsTB

    By A Correspondent

     

    JP Nadda, Union Minister of Health and Family Welfare has launched #IndiavsTB, TB-free India campaign featuring Amitabh Bachchan, TB survivor and ambassador. The five-part campaign talks about early identification of symptoms, importance of treatment completion, MDR TB and social impact of TB on families and children. The campaign theme #IndiavsTBsymbolises India’s fight against TB and “TB Harega, DeshJeetega” is the tagline of the campaign.

     

    The campaign is developed by International Union Against Tuberculosis and Lung Disease (The Union) supported by the United States Agency for International Development (USAID), Challenge TB. The campaign films feature Amitabh Bachchan and are directed by director Shoojit Sircar. The print campaign has been shot by photographer Daboo Ratnani and  DDB Mudra has created the campaign.

     

    Earlier this year, Amitabh Bachchan also featured in a TV commercial and radio spot where he encouraged viewers and listeners to support the ministry’s grassroot, door-to-door initiative to actively find new TB cases.

     

    Speaking about the campaign, Kavita Ayyagari, Project Director, Challenge TB, The Union said, “The problems that the campaign address are that people take symptoms of TB lightly; people stop TB treatment mid-way once they feel better; are unaware that TB can recur and become drug-resistant; and that TB is not just an illness but also a social disease that impacts not only the patients but their children and families.”

     

  • To The New releases Social analytic report on Digital Celebrity Index 2016

    Social analytic report highlights celebrity trends on social platforms

    By A Correspondent

     

    To The New, a leading digital technology company, has released its annual Digital Celebrity Index 2016. According to the report, Salman Khan ranked on top, indicating him as the celebrity with the largest fan base followed by Deepika Padukone and Amitabh Bachchan respectively.

     

    The Digital Celebrity Index is an annual social media analytics report based on the research conducted by the Analytics Services arm at To The New. The report considered past months of digital activities of the celebrities and includes analysis of their Facebook, Twitter and Instagram pages and also the search trend analysis about the celebrities.

     

    The report highlighted Salman Khan as the most followed Bollywood actor with a total of 51.9 million fan base till September 2016. Joining him in the list was Deepika Padukone as the most popular female celebrity with a fan base of 48.2 million.Amitabh Bachchan with an engagement score of 46.5 million emerged as the most engaging celebrity basis the number of likes, comments and shares on social media.

     

    Shah Rukh Khan topped the chat as a most discussed celebrity with a total of about 10 million mentions, based on the conversations done by netizens around a particular celebrity. Apart from Deepika Padukone, Sonakshi Sinha and Priyanka Chopra were the other two celebrities in the Top 3 female celebrities’ list with 22.1 million followers each. However, Sunny Leone is the most active celebrity on Facebook with a total number of 560 posts during the time-period March to September.

     

    When it comes to using the social platforms as a medium of brand promotion, Amitabh Bachchan and Sonam Kapoor emerged winners. They tied with five brand-related tweets each. Amitabh Bachchan actively promoted the brand Jio, while Sonam Kapoor promoted Colgate and Oppo on Twitter. Whereas, Sharukh Khan ranked 3rd in the race of brand endorsements, promoting Jio and Frooti.

     

    Speaking on the Celebrity Index, Deepak Mittal, CEO, To The New said,“Social media has become a very critical component for celebrities to share their opinion and engage with the fans.Our annual Digital Celebrity Index is a medium to identify the most digital savvy celebrities and understand how they engage with the audience.”

     

  • In India, open defecation is a well-established traditional practice deeply ingrained from early childhood

    Ogilvy Delhi promotes Swachh Bharat Mission to tackle open defecation

    By A Correspondent

     

    Ogilvy Delhi has launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key ills to curb is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

     

    Amitabh Bachchan has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that it needed to stay away from messaging and protagonists that came across as preachy. Therefore ‘Bachchanji’ was used in this campaign to make it memorable and interesting.

     

    Said Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia: “Open defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy.   We have worked with Mr Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.”

     

    Added Ajay Gahlaut, ECD, Ogilvy Group Companies, North: “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Mr Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers.”

     

  • The campaign talks about importance of ‘jaanchna-parakhna’ for the prudent Indian middle class who is always looking for additional value in every purchase

    TVS unveils new ad campaign for Jupiter

    By A Correspondent

     

    TVS Motor Company has launched a new campaign for its scooter brand, TVS Jupiter. In the TVC, brand ambassador Amitabh Bachchan tell consumers “Jaanchiye Parakhiye aur pai yezyadaka fayda”. This campaign is based on an insight – that even as kids we are aware of the need to evaluate in order to make the best choice which will translate into extra benefit – zyadaka fayda. The learning is universally applicable whether it is the selection of goodies by the kid or the right vehicle by the parents. The core of this campaign confidently calls for consumers to come and evaluate for themselves how TVS Jupiter truly gives zyadaka fayda.

     

    Commenting on the campaign, Aniruddha Haldar, Vice President Marketing(Scooters), said “The power of this campaign resides in the simplicity of its premise and confidence in the product, TVS Jupiter. The premise being that as consumers we often do not fully evaluate the options available, though we know that it is the only way to make the wise decision. Mr. Amitabh Bachchan is sharing this insight and advising our esteemed consumers to carefully evaluate what is best for them. We are confident that post every evaluation, TVS Jupiter will emerge as the best option because it has always delivered on its promise of zyadaka fayda.”

     

  • Superstar Amitabh Bachchan to be the brand ambassador for Dr. Fixit

    Big B demonstrates unique features in Dr. Fixit’s latest campaign

    By A Correspondent

     

    Pidilite unveiled legendary actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions. Bachchan, an icon of the silver screen, will spearhead Dr. Fixit’s flagship campaign and will act as its face across engagement platforms.

     

    The campaign featuring Bachchan was rolled out on India’s 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor.  As a leader in water-proofing solutions, Dr. Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.

     

    Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with Bachchan bringing his own trademark style and wit to the TVC.

     

    The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has three beautiful women as neighbors. The TVC begins with him delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartments leaks into his home. Then the TVC reveals a composed Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behavior of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Mr. Bachchan to deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility. ”

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical.  This campaign takes this insight and says it in a very entertaining fashion.  Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema.  It’s a perfect jodi.  Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.”

     

  • Titled 'Aao Khushiyan Manaye' and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children

    Big B wishes Tata Sky in a unique way on its 10th birthday

    By A Correspondent

     

    On the occasion of celebrating its 10th Anniversary, Tata Sky has roped in superstar Amitabh Bachchan to wish all its subscribers with a series of ad films.

     

    Titled ‘Aao Khushiyan Manaye’ and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children. Young at heart and in the industry, these films, highlight Tata Sky’s special offering to its subscribers on this joyous occasion.

     

    Celebrating the campaign, Malay Dikshit, Chief Communication Officer at Tata Sky said, “We needed to wish our subscribers a big Thank You on Tata Sky’s 10th Anniversary. Our subscribers come from across the country, cultures and age group. Who would be better than the universally recognized icon – Amitabh Bachchan to deliver the message in a simple and playful manner.”

     

    Sukesh Kumar Nayak, Executive Creative Director at Ogilvy & Mather says, “There can’t be anyone younger at heart then Mr. Bachchan. He was as eager as any other 10 year old at the shoot. It was fun to watch him become a child again to execute this idea and make the 10 year celebration of Tata sky even more enjoyable.”

     

    As a part of the celebrations, all subscribers will get to view over 500 + channels and services that Tata Sky  offers at no additional cost to their on-going subscription between 8th to 21st August 2016. Tata Sky, is also carrying a special ‘Celebrating 10 Years’ logo on its platform.

     

  • Graphic India is a character entertainment company focused on creating leading characters, comics and stories through animation, comics and digital platforms

    Graphic India beefs up management team

    By A Correspondent

     

    Narendra Deshpande

    Graphic India, a leading character entertainment organization has announced the appointment of animation executive Narendra Deshpande as Senior Vice President of Production and Animation. Deshpande will work closely with Graphic India’s Co-Founder & CEO, Sharad Devarajan and its EVP, Creative, Jeevan J. Kang, to scale up Graphic’s original animation production across television and digital platforms.

     

    “Narendra brings to Graphic India two decades of animation production experience and excellence and it’s our great honor to have him join us in our mission to create original Indian characters and stories that captivate the imaginations of audiences around the world,” commented Devarajan. “With an ever increasing number of new animated shows in production and development, Narendra will oversee our production scale-up and build a world-class execution pipeline.”

     

    “After an enriching journey of 20 years in the animation industry, having learned a lot from each and every experience, I am now joining Graphic India with new hope and a new dream. With the intention to be more perfect, acquire more knowledge with open arms and aim to achieve great heights,” added Desphande. “With my dedication, devotion to my work and a bagful of new ideas, I had heard that if you ‘Choose a job you love, you will never have to work a day in your life’, and that’s exactly what I am going to do as pleasure in work gives perfection. I believe in hard work to get desired results. No gains without pains. Looking forward to a fantastic time at Graphic India.”

     

    Graphic India is a character entertainment company focused on creating leading characters, comics and stories through animation, comics and digital platforms. The company’s animated shows include, “Chakra The Invincible,” which Graphic India created with superhero icon, Stan Lee (Co-Creator of Spider-Man, Iron Man, The Avengers) and appears on Cartoon Network/Toonami as well as the Angry Birds ToonsTV platform where it has reached over 40 million views around the world. Phantom Films recently announced a partnership with Graphic for a live-action Bollywood film based on Chakra, to be directed by acclaimed filmmaker, Vikramaditya Motwane.

     

    Graphic India is also working with acclaimed actor, Amitabh Bachchan on the launch of his first animated series, “Astra Force”, which will appear on Disney Channel later this year.

     

  • New Ad campaign features Jaya Bachchan and Amitabh Bachchan

    Kalyan Jewellers unveils Apoorva Diamond collection with new campaign

    By A Correspondent

     

    Kalyan Jewellers has launched Apoorva, the new diamond collection. The collection is being highlighted in a new advertising campaign featuring brand ambassadors Jaya Bachchan and Amitabh Bachchan. The Apoorva collection comprises of choker, necklaces, quintessential for brides to be, besides celebrating traditional occasions and festivities. These necklaces are created using a traditional canvas of organic motifs and a labyrinth of diamonds. The collection is priced between Rs. 5 lakh and Rs. 10 lakh. Customers will be offered 90 per cent cash back and 100 per cent buy back in exchange for this range of jewellery.

     

    The ad campaign announcing the launch features Jaya Bachchan and Amitabh Bachchan as grandparents. The concept builds on the premise of a grandmother’s reluctance to consider diamond necklaces for the granddaughter’s reception, which is based on her belief that a ‘large set’ will not be available for her budget of Rs. 5 to 10 lakh. However, at the KalyanJewellers’ showroom the grandfather (Big B) picks an Apoorva diamond necklace which stands out for its grandeur and brilliance and, also within the budget – much to the delight of everyone, including the grandmother.The TVC will also be aired in Hindi and in regional languages like Tamil, Malayalam and Telugu. The regional launguages script is tweeked to include the local brand ambassadors ManjuWarrier, Prabhu and Nagarjuna.

     

    Ramesh Kalyanaraman, Executive Director Marketing and Operations of Kalyan Jewellers said, “Every woman desires a diamond necklace for her wedding, and Apoorva fulfills the distinct needs of every woman by offering a compelling collection which is intricately crafted and completes the wedding trousseau.”

     

  • A-listed stars like Shah Rukh Khan, Kajol, PC lend shine to smaller or regional brands

    Small Brands, Big Stars

     

    By Ratna Bhushan

     

    Kajol, the actor who once endorsed brands such as Whirlpool and Yakult, now backs a little-known detergent called Woosh. The star of the recently released movie Dilwale is seen in Woosh advertisements on the sides of buses and on non-prime-time television spots.

     

    Priyanka Chopra, who plays the lead role in US television series Quantico, is pushing Hisar-based Marvel tea and DS Group’s Rajnigandha cardamom seeds. Chopra used to be the face of Hindustan Unilever’s Bru coffee. Even Shah Rukh Khan, Bollywood’s king of romance — said to be among the highest paid actors — is endorsing Aqualite footwear.

     

    With mainstream endorsements drying up or restricted to the flush-with-funds ecommerce space, A-listed celebrities are settling for regional or smaller brands, which are among the few options available for them. The trend has evoked mixed responses.

     

    “In many cases, the celebrities and their agents seem to be forgetting that quality matters over quantity,” said Shailendra Singh, joint managing director of entertainment marketing firm Percept. “While the older lot is reaching out to anything, it’s unfortunately setting the tone for the next generation. There’s a sense of what’s okay for Amitabh Bachchan should be okay for Varun Dhawan. But that’s not how popular faces should be building their brand values.”

     

    In many cases within the consumer goods space, endorsement fees, which used to run into crores, may have dried up because of diminishing marketing spends. In others, the stars are willing to compromise on their fee to stay in circulation. Cricketer Virat Kohli endorses both Red Chief footwear and luxury car Audi. Actors Akshay Kumar and Saif Ali Khan are the faces of Dollar Bigboss and Amul Macho innerwear, respectively and Ajay Devgn is associated with Vimal pan masala.

     

    “If three-fourths of the endorsement market is being taken up by the smaller brands, then for celebrities it is an available option they are willing to dip into,” said Vinita Bangard, founder of celebrity management firm Krossover Entertainment. A top celebrity manager pointed out that Shah Rukh Khan, who has lent his face to luxury brands such as Tag Heuer watches, hiked his fee 150% for a small brand that approached him.

     

    “In cases like Tag, the celebrity wants the name association because the brand adds to his or her value. But if a small brand wants sudden fame, the celebs and their agents leverage the opportunity and charge in excess of market rates too,” the manager said, asking not to be identified.

     

    Varun Gupta, managing director of valuation and advisory services firm American Appraisal, said it’s a misperception that smaller brands pay less to celebrities.

     

    “For the lesser known brands, getting a well-known face to push themselves is near-instant status and mass appeal. They are willing to pay the market price, or at times, even higher, to get a popular face,” Gupta said.

     

    While traditional advertisers including Coca-Cola, PepsiCo and telecom companies Airtel and Aircel are curtailing the use of celebrities, it’s mainly the ecommerce sites that are splurging. In August, online grocery store BigBasket.com named Shah Rukh Khan as its face.

     

    Source:The Economic Times

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