Campaign roundup: Week of 30 Sept

Rangeela’s ‘Yayi Re’ goes viral amid Motorola campaign 

The 'Yayi re' song from the film 'Rangeela' has resurfaced as part of Motorola’s ‘Hello Colour. Hello AI’ campaign, featuring Bollywood actress Kriti Sanon. The ad has sparked a viral trend on Instagram, with influencers and fans recreating the dance hook step from the campaign. Influencers such as Piyush Bhagat and Ricky Pond, along with fan pages of 'Rangeela' stars Jackie Shroff, Urmila Matondkar, and Aamir Khan, have contributed to the trend. 

With over 163 million views, the track has gained popularity among a new generation, blending nostalgia with modern social media engagement. Choreographers, content creators, and fan communities have participated, further propelling the song’s resurgence.

Dream11 launches 'Poora Fan Bano' campaign ahead of Women’s Cricket World Cup 

Fantasy sports platform Dream11 has unveiled its latest campaign, 'Poora fan bano' (Be a complete fan) ahead of the 2024 Women’s Cricket World Cup. The campaign, created by Tilt Brand Solutions & Studio Q, urges cricket fans to support both men’s and women’s teams equally. Featuring Indian men’s cricket team captain Rohit Sharma alongside women’s team captain Harmanpreet Kaur, Smriti Mandhana, and Jemimah Rodrigues, the ads humorously target 'Aadha' (partial) fans who only follow men’s cricket, encouraging them to embrace the full spectrum of the sport.

The campaign’s light-hearted tone includes comedic skits with digital content creators Aakash Gupta, Ravi Gupta, and RJ Kisna, with Rohit Sharma delivering the message to rally behind the Indian women’s team. Dream11 continues to reinforce its commitment to supporting both men’s and women’s sports through its partnerships with Star Sports, Disney+Hotstar, and the BCCI.  

Saffola partners with four TV channels for heart health campaign 

On World Heart Day 2024, Saffola launched the 'Saffola step up for your heart' campaign, collaborating with four Indian TV channels—Star Plus, Zee TV, Sony Sab, and Colors. The initiative aims to raise awareness about heart health through everyday habits like climbing stairs, which can reduce the risk of heart disease by 20%, as per a recent study. Popular TV actresses from hit shows like 'Anupama' and 'KumKum Bhagya' took part in the campaign, creatively incorporating heart-healthy actions into their on-screen personas to engage viewers in a lighthearted manner.

The TV ads feature the actresses urging viewers to adopt simple, healthy habits, such as taking the stairs. Actor Ronit Roy also appears in the ads, encouraging the audience to follow the stars' example. Saffola further integrated AI technology, allowing users to interact with Roy in real-time to foster a positive mindset about heart health and motivate more people to take part in the initiative.  

Farmley’s #MunchAndMove campaign promotes active lifestyles on World Heart Day 

On the occasion of World Heart Day, healthy snacking brand Farmley launched the #MunchAndMove campaign to encourage healthier and more active lifestyles. With heart disease on the rise due to sedentary lifestyles and poor dietary choices, the campaign aligns with the company's broader mission to inspire healthier habits. The highlight of the initiative was the 'Snack-run: Move 'N' munch' marathon held on 29 September in partnership with Jaypee Hospitals.

Over 1,700 participants from Delhi-NCR took part in the event, which offered three options: a 10km run, a 5km run, and a 5km walkathon. The event aimed to raise awareness about the increasing risk of heart disease, particularly among the 30-50 age group, and promote heart health through active living and healthier snacking. According to their Healthy Snacking Report, 90% of respondents expressed a desire to adopt healthier snacking options, making this marathon a practical platform for change.  

Germany’s Baden-Württemberg launches global recruitment drive to tackle labour shortage

Baden-Württemberg, known as The Länd, has launched an international recruitment campaign to attract skilled workers to address its growing labour shortage. Despite its status as one of Europe's top business hubs, the region faces a significant shortfall in skilled labour, expected to reach six figures by 2030.

The campaign, created by WPP, is supported by major companies like Mercedes-Benz, Bosch, IBM, and SAP. It invites talent from around the world to explore living and working in Baden-Württemberg, offering relocation support and access to job listings through an online platform.

The campaign highlights Baden-Württemberg’s strong economy, excellent work-life balance, and world-class infrastructure. With the backing of both industry leaders and government officials, the initiative showcases the region’s appeal to international talent in fields like AI, engineering, and technology. The goal is to make the state a top destination for skilled workers, offering them the chance to contribute to innovative projects while enjoying the benefits of living in one of Germany's most prosperous areas.

Kenstar unveils festive ‘Houseful of joy’ campaign featuring Ramya Krishnan

Kenstar has launched its festive campaign, ‘Houseful of Joy’, featuring renowned actress Ramya Krishnan, known for her roles in Bahubali and Jailer. In the commercial, Krishnan is seen preparing a festive feast with the help of Kenstar’s appliances, showcasing their performance and reliability in a lively family setting.

The campaign marks Kenstar’s continued growth in the home appliance sector, especially after a strong summer where it led the cooler market. With a focus on the southern region of India, the brand aims to enhance festive experiences by offering products that bring convenience and comfort to households. Kenstar’s appliances, backed by advanced technology and sleek designs, play a key role in helping families enjoy hassle-free celebrations.