Campaign roundup: Week of 14 Oct

Himalaya launches PartySmart campaign

Himalaya Wellness has launched a digital video campaign (DVC) for its product, PartySmart, featuring Aditya Roy Kapur as the campaign’s central figure. The campaign promotes responsible partying by offering a herbal solution to prevent hangovers. In the video, Kapur, portrayed as the ‘Party Guru’, addresses common concerns about partying and highlights the effectiveness of PartySmart’s formula, which allows users to enjoy celebrations without the usual after-effects.

PartySmart is marketed as a natural, fast-acting tablet that can be taken before, during, or after a party to prevent hangovers. The campaign aims to promote smart, safe socialising by showing that individuals can party hard and still wake up feeling refreshed the next day. Kapur’s role in the campaign aims to appeal to a broad audience, reinforcing the message of wellness during celebrations. The video, directed by Venky Puthran, balances humour and information to promote health-conscious partying.

Meta launches anti-scam safety campaign

Meta has launched a safety campaign called ‘Scams se Bacho’ to educate people about online scams and promote safer digital practices. The campaign, created in collaboration with government ministries, showcases common scams and highlights safety features on Facebook, Instagram and WhatsApp.

Bollywood actor Ayushmann Khurrana stars in the campaign film as a vigilant wedding guest who prevents people from falling prey to scams. Meta has invested over $20 billion in safety and security since 2016 and has 40,000 staff working on these issues globally.

Digit Life Insurance signs Virat Kohli

Digit Life Insurance has announced cricketer Virat Kohli as its brand ambassador and launched a new ad campaign extending its ‘That’s It’ tagline to life insurance products. The campaign showcases Digit bringing simplified, tech-enabled life insurance offerings to India. Kohli is also brand ambassador and investor in Go Digit General Insurance.

The ad features Kohli doing the ‘Do the Digit’ dance at a children’s salon to reveal Digit’s entry into life insurance. The company has clocked over Rs 1,000 crore in total net premium since inception.

Land investment campaign features Bachchan

The House of Abhinandan Lodha has launched India’s first nationwide campaign to highlight land as a key asset class, featuring actor Amitabh Bachchan as brand ambassador. The campaign aims to make residential land more accessible and relevant to retail investors. It emphasises the emotional rewards and legacy-securing aspects of land ownership beyond financial returns.

Directed by filmmaker Abhishek Varman, the campaign portrays Bachchan as a ‘Party Guru’ answering questions about land investment. The company has simplified land ownership through technology over the past three years.

Ghodawat Consumer launches cooking oil campaign

Ghodawat Consumer Limited has launched a new campaign for STAR Refined Oil featuring actress Raveena Tandon. Titled ‘Barso Ka Bharosa - Ab Nayi Pehchan Ke Sath’ (Trust of years – now with a new identity), the campaign introduces a new logo and packaging design. STAR Refined Oil has been in the market for over two decades and offers sunflower, soybean and cottonseed oils.

The company aims to make STAR a regional champion brand in the next five years. The marketing strategy allocates 60% of the budget to brand-building initiatives and 40% to sales promotions.

Mahindra Logistics unveils new identity

Mahindra Logistics Limited has unveiled a new brand identity featuring a bold icon symbolising progress and forward momentum. The new identity aims to unify all business segments as the company focuses on delivering integrated logistics solutions. It represents the company’s commitment to technology, sustainability and robust operating systems.

Mahindra Logistics enables customers to transition to world-class supply chains, offering pan-India connectivity. The rebranding reinforces the company’s focus on accelerating progress and enhancing operational excellence.

YÊU launches AI-powered beauty brand

YÊU, India’s first science-backed makeup brand, has launched TecCos (Technology-Enhanced Cosmetics) and Grace AI, a virtual beauty assistant. The #BelieveInYEU campaign introduces Grace as the brand’s face, marking the first time an AI is leading a beauty brand launch in India.

YÊU’s product line emphasises cutting-edge, science-backed formulas tailored to specific skin types. The brand focuses on diversity, self-love, and inclusivity in beauty. Products include long-lasting blush and lip sets with UV protectants. The official launch is set for October 15, 2024.

Lloyd unveils festive appliance campaign

Lloyd has launched a festive campaign featuring Bollywood stars Ranveer Singh and Deepika Padukone to promote its Novante IoT washing machine and rapid ice-making refrigerator. The Novante washing machine includes smart features like voice commands and a 5D Ultra Wash system. The refrigerator can make ice in 29 minutes.

The campaign, conceptualized by McCann, tells two stories highlighting the products’ convenience during festive preparations. Lloyd aims to deepen its connection with audiences through the ‘Khayaal jo ghar ko ghar banaye’ (The thought that turns a house into a home) brand philosophy.

Marico launches new oats campaign

Marico’s Saffola Oats has launched new TVCs showcasing the versatility of oats beyond traditional porridge. The campaign challenges the perception of oats as boring by highlighting how Saffola Oats’ soft grains can enhance everyday dishes. Two ads feature relatable stories of family members surprised by tasty oat-based meals.

The campaign emphasizes Saffola Oats’ unique soft grains that create a creamy texture and blend easily into various recipes. Saffola Oats is marketed as a good source of fiber, iron, and protein.

MasterChow introduces Korean-inspired noodles

MasterChow has launched K-Chow, a new range of Korean-inspired noodles with an Indian twist. The product line combines authentic Korean flavors with Indian masala, targeting the growing K-culture trend among young consumers. K-Chow noodles are MSG-free and feature a specially developed texture.

To promote the launch, MasterChow is running a ‘Loudest Slurp Challenge’ with a chance to win INR 5 lakhs. The K-Chow range is aimed at the 15-25 age group and will be available across retail outlets, e-commerce platforms, and quick commerce channels.

MG Windsor campaign launched by JSW

JSW MG Motor India has launched the ‘Live Business Class’ campaign for the MG Windsor, a new Intelligent CUV. Developed with Cheil X, the campaign features eight digital films promoting luxury and comfort. Highlighted features include the Infinity View Glass Roof, Aero-lounge seats, and a 15.6-inch infotainment screen.

The MG Windsor offers advanced in-car technology with the MG-Jio Connectivity Platform, 100+ voice commands, and four driving modes. The campaign follows a two-month teaser phase across social media.

Godrej Interio launches festive campaign

Godrej Interio has launched the ‘Dream Home Fiesta’ campaign, offering up to 35% off on a wide range of furniture. The campaign highlights multifunctional furniture for modern Indian homes, including storage-integrated sofas, dining tables, and beds.

The promotion features a film that follows a couple exploring Godrej Interio’s store, with savings increasing as they choose smart furniture. The campaign will run across digital platforms, YouTube, TV, and cinemas in multiple regional languages.