Campaign roundup: Week of 23 Sept

OnePlus launches heartfelt Diwali campaign focused on compassion for all 

OnePlus has unveiled its 2024 Diwali campaign, 'Make it special for everyone', shifting focus from traditional celebrations to including often-overlooked community members, particularly animals. Through two ad films, it encourages small acts of kindness, showing how simple gestures can make Diwali more meaningful for both humans and animals. The first film captures a family extending their celebrations to homeless animals, reflecting the unconditional love pets bring into homes and how communities can benefit from thoughtful inclusion.

A second film, releasing soon, adds a humorous touch with a young couple gifting each other OnePlus Nord 4 devices, with their cat adding playful moments. Alongside the campaign, OnePlus is partnering with the Heads Up For Tails Foundation to provide essential supplies to shelter animals, reinforcing its message of compassion and community spirit. This initiative aligns with OnePlus’ broader commitment to spreading joy and fostering inclusivity during Diwali, while the campaign integrates Its products like the OnePlus 12 and OnePlus Pad, positioning them as ideal gifts for the festive season. 

ESAF Small Finance Bank celebrates milestones with ‘Clap of Joy’ campaign 

ESAF Small Finance Bank launched its emotional ‘Clap of Joy’ campaign to mark its anniversary, highlighting its journey and impact over the past seven years. It involved an 8-member crew travelling in a branded vehicle across cities like Mumbai and Kolkata, covering over 11,000 kilometers. The team captured emotional stories from customers and communities impacted by ESAF, resulting in two films reflecting the bank’s commitment to supporting underserved sections of society. This campaign aimed to gather feedback and insights directly from beneficiaries and enhance the bank’s presence, particularly in regions with limited visibility.

ESAF’s campaign also showcased its broader mission of social responsibility, in line with its focus on the 3 Ps: People, Planet, and Prosperity. Through interactions with customers and by capturing their experiences, the campaign underscored the bank’s dedication to providing financial services to unserved communities.  

Dhara highlights purity and family values in new mustard oil campaign 

Dhara, an edible oil brand from Mother Dairy, has launched its latest campaign, '0% milawat, 100% swaad,' (0% adulteration, 100% taste) to promote its mustard oil variants—Dhara filtered mustard oil and Dhara Kachi Ghani mustard oil. Conceptualised by Dhara and the DDB Mudra Group, the campaign spans multiple platforms, including TV, print, radio, social media, and OTT services like Hotstar. The ads aim to resonate with audiences by emphasising everyday family values and purity in thought and action.

The campaign features two TV commercials that showcase relatable family scenarios to convey the importance of maintaining purity, both in the kitchen and in life. One ad focuses on a mother teaching her child about the importance of honesty, while the other highlights a family encouraging their son to maintain integrity in his studies. The campaign will run in 12 states, including Delhi NCR, Uttar Pradesh, and West Bengal, during the festive season, aiming to reinforce Dhara’s message of purity and authenticity.

MrMed launches campaign to promote affordable and accessible cancer medicines 

MrMed, an online super-specialty pharmacy, has launched its second digital campaign, 'Dava budget mein bhi hai, aur pahunch mein bhi' (Medicine within your budget and your reach), aiming to address the rising costs of cancer treatment. Collaborating with Filmy Fiction, it emphasises the importance of making cancer medications both affordable and accessible to patients across India. With cancer treatment costs often delaying care, MrMed offers medicines at up to 85% discount, focusing on alleviating the financial burden many patients face.

The campaign highlights the company's mission to ensure that access to cancer care is a right, not a privilege. Through its digital presence, MrMed aims to create a community that supports affordable and transparent healthcare for those in need, reinforcing their commitment to transforming the narrative around cancer treatment.

Everlite by Senco Gold launches Navratri campaign celebrating feminine bonds 

Ahead of Navratri, Everlite by Senco Gold has introduced its latest campaign, 'Har jazbaat ko karein celebrate' (Celebrate every emotion), highlighting the power of unspoken connections. It focuses on the emotional bond between two women, showcasing small yet meaningful acts of support, such as applying a bindi and sharing the excitement of the festivities. These moments reflect the themes of feminine strength and resilience, aligning with the spirit of Navratri.

The jewellery featured in the campaign serves as a symbolic representation of these silent yet powerful connections. Each piece enhances the bond between the characters while embodying the essence of Shakti, the inner strength celebrated during the festival. Through its Shakti Edit and Lotus Collection, Senco Gold continues to honour the divine feminine and emotional understanding, offering designs that resonate with the spirit of Navratri and beyond.

 

 

 

 

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Johnson’s Baby launches campaign featuring Anil and Sonam Kapoor 

Johnson’s Baby has unveiled its latest television ad, 'Irresistible cheeks', as part of its ongoing 'Protection pehle din se' (Protection from day one) campaign. It features Bollywood's father-daughter duo, Anil and Sonam Kapoor, showcasing the brand's moisturising cream. The film, conceptualised by DDB and produced by Flirting Vision, highlights a playful interaction between Anil Kapoor and his reel grandson, with the baby resisting cheek-pulling while Sonam reveals Johnson’s Baby Cream as the secret behind the baby's soft skin.

The campaign emphasises the need for early moisturization to protect a newborn's delicate skin, which is thinner and more prone to moisture loss. The TVC will air across multiple languages on television and digital platforms.

Ikea India's festive campaign celebrates unscripted festive moments 

Ikea India has launched its festive campaign, 'Make room for all things festive', showcasing the spontaneous moments that define Indian celebrations. Conceptualised by Leo Burnett, it features a young couple playfully preparing for a festive gathering, highlighting how Ikea products seamlessly enhance home festivities. The film captures everyday interactions, like sharing a meal and taking selfies, reflecting the unscripted magic that often unfolds during celebrations.

In addition to the main film, the campaign includes short clips emphasising the versatility of Ikea products, from using a cocktail glass for serving sweets to transforming an armchair into a selfie station. The company's range of adaptable home solutions aims to make homes ready for festive gatherings, whether planned or spontaneous, bringing together family and friends during the season.

Spaces by Welspun launches digital campaign with Kajal Agarwal 

Spaces, the premium home furnishing brand from Welspun, has teamed up with actress Kajal Agarwal for a new digital campaign, which will run across platforms like Meta, YouTube, and OTT services. It focuses on blending style and comfort to help homeowners express their personal style. Through a series of digital video commercials and influencer activations, the campaign highlights the brand's commitment to elegance, quality, and comfort.

With the festive season approaching, Spaces is introducing a collection that includes bedsheets, bathrobes, towels, mattresses, and linens, all designed to create a cosy and stylish home environment. The campaign marks a shift towards digital marketing for Spaces, as they aim to engage home decor enthusiasts looking for products that reflect individuality without compromising on comfort. Partnering with Agarwal, the brand aims to inspire homeowners to elevate their spaces with a touch of elegance.

Mortein introduces a two-in-one pest spray with ad campaign 

Mortein has launched its latest 2-in-1 spray, which effectively targets both mosquitoes and cockroaches, with a new campaign. Titled 'Bacche bacche ko pataa hai' (Every kid knows), it highlights the product’s dual-action feature, offering 100% efficacy in eliminating these two common pests.  

Developed by Havas, the campaign aims to encourage Indian households to switch to this convenient multi-solution spray, reducing the need for separate pest control products. The product reflects Mortein's commitment to addressing consumer needs by providing comprehensive and reliable pest protection.

Yes Madam launches campaign with Shraddha Kapoor to promote home salon expertise 

Home salon service Yes Madam has launched a campaign featuring Shraddha Kapoor to highlight its expertise in delivering personalised beauty treatments. Post-pandemic, home salon services have grown in popularity, but Yes Madam discovered that customers often hesitated to embrace them publicly due to the perceived lack of a personal touch. To address this, the brand has focused on upskilling service providers and introducing new technologies to offer the same pampering experience as traditional salons. This campaign aims to position Yes Madam as a leader in home salon services, differentiating it from other players.

The campaign, crafted by The Ridikulus, portrays Kapoor not as a celebrity but as a genuine customer who values Yes Madam's expertise. The tagline, 'Har expert salon expert nahin hota' (Not every expert is a salon expert), underscores the skills of Yes Madam's service providers, emphasising the personal care and attention each customer receives.  

 

 

 

 

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Hero Cycles unveils 'Cycle Hero Hai' campaign to promote cycling 

Hero Cycles has launched its new campaign 'Cycle Hero Hai' (Cycle is the hero) in collaboration with Wieden+Kennedy India. It aims to reposition the company as not just a bicycle manufacturer, but as an urban lifestyle brand promoting healthier and active living. By framing everyday frustrations like traffic, stress, and unhealthy habits as challenges easily overcome by cycling, the campaign seeks to make cycling a mainstream activity for a broad audience.

The campaign’s message highlights cycling as a simple solution for improving fitness and mental well-being, appealing to different demographic groups across India, from urban fitness enthusiasts to students in rural areas. The 'Cycle Hero Hai' narrative is being promoted through digital platforms and outdoor advertising, with a focus on reigniting the excitement and joy of cycling nationwide.

Yippee Noodles ad captures childhood joy in new campaign 

Entourage Films, in collaboration with ITC Limited, launched a heartwarming ad for Yippee Noodles. Directed by Sharat Katariya, the ad highlights the simple pleasures of childhood, where small moments, like enjoying a bowl of noodles, bring immense happiness. The film aims to evoke nostalgia across generations, reminding viewers of the innocence and joy found in everyday experiences.

The ad’s visual storytelling, led by cinematographer Kabir Tejpal, captures the playful energy of children, while lively music by Nikhil Mehta and Jolly Jose adds a fun, lighthearted touch. Despite challenging shooting conditions, the team successfully brought the concept to life, underscoring Entourage Films’ commitment to collaborating with both established and emerging talent.