Campaign roundup: Week of 4 Nov

India Gate Basmati Rice launches Maharashtra-targeted campaign

India Gate Basmati Rice, a brand owned by KRBL, has launched a new campaign, 'Swaad Samriddhi Ka' (Taste of Prosperity), to strengthen its presence in Maharashtra. The state, contributing approximately 13% to the basmati market, is crucial to the brand’s growth strategy.

Traditionally known for special occasions, India Gate aims to position itself as a daily choice for Maharashtrian households. The brand has introduced new rice options, including Gini 70, Mini 50, Tini 50, and Niki 40, tailored for everyday meals like Varan Bhaat and Masale Bhaat. These offerings aim to cater to the demand for accessible, quality basmati rice suitable for daily consumption.

The campaign highlights a young family’s story of prosperity, symbolising the brand's connection to the values of hard work and family. The brand will run a targeted media campaign, including over 3,500 television spots across key Marathi-speaking regions, supplemented by digital content on platforms like YouTube. India Gate’s expanded portfolio and campaign are designed to build long-term engagement with Maharashtra’s consumers.

Choice Equity Broking launches #BharoseKiChoice campaign 

Choice Equity Broking has launched the #BharoseKiChoice campaign to highlight trust and transparency in its financial services. The campaign promotes the Choice FinX app, designed to simplify how users interact with financial markets. By focusing on trust as the foundation of financial decision-making, the campaign aims to differentiate Choice from other financial service providers.

Through a series of humorous TV commercials, the brand stresses the importance of selecting trustworthy financial experts, reinforcing its commitment to reliability and transparency.

Crompton promotes energy-efficient water heaters 

Crompton Greaves Consumer Electricals has launched a TVC for its new range of 5-star rated water heaters, aimed at promoting energy savings. The campaign highlights the everyday concerns families face regarding energy consumption and the fear of leaving water heaters on.

The TVC portrays a family’s humorous worry about their geyser being left on, only to resolve the issue with Crompton’s energy-efficient water heaters. The brand emphasizes its product's role in reducing electricity bills while providing worry-free hot water. The campaign will run during the India vs. South Africa T20 series.

Campus Activewear launches ‘Move Your Way’ campaign 

Campus Activewear has launched a new brand campaign featuring actor Vicky Kaushal, celebrating individuality and confidence. The “Move Your Way” campaign encourages young people to embrace their unique paths, with a focus on self-expression through fashion. The ad portrays Kaushal's confident persona as he takes on a film role, highlighting how Campus footwear aligns with personal style and movement.

The campaign, targeting youth who value authenticity, will be promoted across multiple platforms, including television, digital media, and print.

Sidharth Malhotra is the new face of Maruti Suzuki Dzire 

Maruti Suzuki has announced Bollywood actor Sidharth Malhotra as the brand ambassador for the new Maruti Suzuki Dzire. The 4th generation Dzire, known for its progressive design and advanced features, is set to appeal to the modern Indian consumer. Maruti Suzuki aims to position the Dzire as the perfect vehicle for young, ambitious individuals, also referred to as ‘thrivers’.

The teaser for the new TVC marks the beginning of bookings for the much-anticipated compact sedan, reinforcing the brand’s commitment to offering high-quality vehicles tailored to India’s growing middle class.

Finolex Pipes campaign features regional TV stars

Finolex Pipes and Fittings has expanded its 'Peedhiyaan Badlengi, Pipe Nahi' (Generations will change; pipes won't) campaign by partnering with regional television stars to reach local audiences across India. The campaign, initially successful nationwide, now includes TV personalities from different language markets.

Krishna Kaul of 'Kumkum Bhagya' will lead the Hindi-language campaign, while Chandu Gowda from 'Trinayni' will represent the Telugu-speaking market. Other regional stars such as Dhanajaya from 'Laxminivasa', Vetri Vasanth from 'Siragadika Asai', and Amit Bhanushali from 'Tharla Tar Mag' will target Kannada, Tamil, and Marathi audiences, respectively. 

The campaign aims to emphasise Finolex's focus on product durability and its presence across generations. It will run across television, digital, and social media platforms, with region-specific content to strengthen its message in local markets.

Goibibo’s ‘No Compromise’ campaign targets South India

Goibibo has expanded its ‘No-Compromise’ campaign with a digital film aimed at travellers in Tamil Nadu and Kerala. The campaign features brand ambassadors Jayaram and Kalidas, leveraging nostalgia by referencing the father-son duo’s roles in the popular film Panchatanthiram. The storyline sees Jayaram under pressure to book an ideal family hotel, considering advice from friends in a nod to the original film’s characters, until Kalidas suggests using Goibibo’s platform for its wealth of user reviews.

Through this campaign, Goibibo aims to strengthen its connection with audiences in Tamil Nadu and Kerala by integrating cultural references and regional language elements. This sequel to the earlier campaign promotes Goibibo as a reliable platform where travellers can make informed choices based on over 3.5 million user reviews.

The digital film is available on Goibibo’s social media channels, accompanied by a limited-time offer of 50% off (up to INR 2,000) on first hotel bookings through the platform.

Dabur Honey launches fitness campaign with Akshay Kumar

Dabur Honey has launched a new television campaign aimed at raising awareness about obesity and promoting physical fitness in India. The campaign, featuring Bollywood actor Akshay Kumar, addresses the growing health challenge posed by rising obesity rates. Kumar advocates for fitness and healthy choices, encouraging viewers to incorporate Dabur Honey with warm water into their daily routines.

A study by Lancet revealed that a portion of India's adult population is obese, highlighting the need for healthier lifestyles. Dabur Honey's new initiative encourages people to take small but consistent steps towards better health. The campaign has been conceptualised by Havas Worldwide India and focuses on empowering individuals to begin their fitness journey. The brand claims that regular consumption of Dabur Honey can aid in reducing waist size when combined with a balanced diet and active lifestyle.

Sony Sports taps ECB stars for anti-drugs campaign

Sony Sports Network has expanded its 'Iss Baar Drugs Ki Haar' (This time, drugs will lose) campaign with support from top players of the England & Wales Cricket Board (ECB). The second phase of the campaign aims to raise awareness about drug abuse among Indian youth, featuring England cricketers Heather Knight, Jos Buttler, and Mark Wood.

The initiative promotes informed decision-making and discourages drug use. The new film builds on the success of the first campaign, targeting potential first-time users. Sony Sports Network continues its efforts to inspire youth through influential sports personalities, reinforcing the importance of rejecting drugs in favour of healthier choices.

Quess Corp launches campaign with Bumrah

Quess Corp, a leader in workforce management, has launched its first ad campaign featuring cricketer Jasprit Bumrah. The campaign, titled #FindYourWings, highlights the power of determination and perseverance, qualities shared by both Bumrah and the company. The high-energy film traces Bumrah’s rise from humble beginnings to international cricket stardom.

The campaign, produced by Famous Innovations and Little Giants Films, reflects Quess’s own values of excellence and commitment. The ad will be showcased in cinemas, on YouTube, LinkedIn, and other social media platforms to inspire audiences to build their own aspirations through Quess.

Merino Laminates campaign urges consumers to be different

Merino Laminates has launched a pan-India brand campaign aimed at encouraging homeowners to explore unique design options for their spaces. Created by Lowe Lintas, the campaign promotes the company’s new range of decorative laminates, urging consumers to move away from conventional designs.

The campaign features a film with a simple visual device, highlighting the beauty of personal expression through interior design. The new collection, called the Sampada Collection (Wealth Collection), is rooted in Indian art and heritage. The campaign is live across various platforms and aims to inspire a new wave of interior design choices in India.

Gemini Edibles launches Be-Rite sunflower oil in Tamil Nadu

Gemini Edibles & Fats India has launched its Be-Rite Sunflower Oil brand in Tamil Nadu with a campaign created by Dentsu Creative Webchutney. The campaign, 'Wrongukku Opposite Yenna' (What is the opposite of wrong?) which uses a mix of Tamil and English (Tanglish), targets Tamil homemakers and shopkeepers.

The promotional film features an amusing interaction between a child and shopkeeper, with Tamil actor MS Bhaskar playing the latter. The campaign, which began with a teaser phase, aims to create intrigue and establish Be-Rite as a trusted choice in the competitive cooking oil market. The campaign is designed to engage the local audience with humour and memorable characters.

INDmoney campaign urges smart financial management

INDmoney has launched a new ad campaign encouraging Indians to take control of their finances. The campaign, titled “Apne Money Ko Khali Mat Bithao' (Don’t let your money sit idle), uses a series of short films set in everyday locations like gyms and office cafeterias.

The films depict two characters: one who invests through INDmoney and one whose money is left idle. The character using INDmoney is shown taking control of his finances, with the help of INDman, a superhero figure. The campaign, which will run on digital and social media platforms, highlights the platform’s ability to simplify financial management for its users.

Mentos launches 'Yes to Fresh' campaign

Mentos has launched its new campaign, "Yes to Fresh", marking its return to television advertising after a long break. The campaign, featuring actor Abhay Verma, highlights how Mentos transforms mundane moments into fun and fresh experiences.

The ad begins in a dull classroom where Verma, bored, pops a Mentos candy. The transformation is immediate, with the classroom changing into a lively, colourful space, illustrating the freshness brought by the candy.

The campaign aims to appeal to younger audiences, particularly Gen Z, by showcasing how Mentos can refresh and energise everyday life. The new ad, designed to resonate with a youthful and spontaneous generation, positions Mentos as a catalyst for turning ordinary moments into enjoyable ones.

Nat Habit introduces digital skin tool VeDHA

 

 

 

 

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Nat Habit has launched the next phase of its "Breathe Life Into Your Beauty" campaign, unveiling VeDHA, a digital tool designed to assess skin health. VeDHA uses advanced image processing technology to determine the cellular age and health of the skin, helping consumers make informed choices about skincare.

 

 

 

 

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The brand also collaborated with content creators from diverse fields, such as dance and culinary arts, to highlight how Nat Habit's fresh Ayurvedic products nourish and enhance beauty. The campaign aims to bridge the gap between Ayurveda and modern beauty needs by offering personalised, data-driven skincare solutions, thus providing a more scientific approach to traditional beauty practices.

 

 

 

 

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Bharat Matrimony unveils 'The Great Indian Matchmaking Fest 2024'

Bharat Matrimony has launched "The Great Indian Matchmaking Fest 2024" to coincide with the wedding season. The campaign, developed in partnership with Wondrlab, offers singles a comprehensive matchmaking experience along with exclusive wedding planning benefits.

Participants can access unlimited contact options with Prime membership, along with curated offers from over 200 brands, including MakeMyTrip, Kalyan Jewellers, and Amazon. The initiative aims to make finding a life partner more accessible by combining matchmaking with discounts on wedding essentials. With over 3.5 million weddings expected this season, the campaign aims to connect singles with their ideal partners while offering rewards for their wedding planning journey.

Nihar Naturals campaign promotes hair fitness

Nihar Naturals, a brand under Marico Limited, has launched a new campaign focused on promoting the fitness of hair through regular oiling. The campaign highlights how consistent use of Nihar Naturals Coconut Hair Oil, enriched with Methi and Jasmine, can strengthen hair and protect it from environmental damage and styling treatments.

The brand has enlisted actress Rukmini Maitra as the face of the campaign, which positions hair oiling as an essential part of a hair fitness routine. The new TVC will be aired across television, digital, and social media platforms to reach a broad audience. The campaign aims to encourage consumers to adopt a regular hair care regimen to achieve healthier, stronger hair.

Woodpecker Beer launches #TwistAndSip campaign

Som Distilleries and Breweries Ltd has introduced a new campaign, #TwistAndSip, to promote Woodpecker Beer’s innovative twist cap design. The campaign highlights how the twist cap eliminates the need for a bottle opener, making it easier for consumers to enjoy beer anywhere, without the hassle of using tools. This convenience is aimed at aligning with the modern, on-the-go lifestyle of consumers.

The #TwistAndSip campaign will be featured across social media platforms, targeting a wide audience and positioning Woodpecker Beer as a more accessible and enjoyable drink. The new cap design is part of a broader effort to enhance the beer-drinking experience.

 

 

 

 

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Tata Tea Agni celebrates Chhath Puja

Tata Tea Agni has launched a limited edition festive tea pack series to mark Chhath Puja (Worship of the Sun), inspired by Bihar’s traditional Sikki Grass Craft. The campaign aims to highlight the region's cultural heritage and strengthen its connection with its local traditions.

As part of the celebrations, Tata Tea Agni organised the ‘Sikki Kala Mahotsav’ (Sikki Grass Craft Festival) at the City Centre Mall on the 4th and 5th of November 2024. The event featured a life-sized installation made from Sikki grass, created by local artisans. The installation highlighted the four key days of Chhath Puja – Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya – each represented through Sikki grass figurines.

The limited edition tea packs, launched during the event, are designed to reflect the significance of these festival days. Visitors also had the opportunity to watch live demonstrations by artisans, showcasing the intricate process of creating Sikki grass crafts.

Tata Tea Agni has long been associated with Chhath Puja in Bihar, and the new campaign continues its efforts to promote regional pride and celebrate the cultural heritage of the state.

Kartik Aaryan endorses Senco Gold's Aham collection

Senco Gold & Diamonds has announced Bollywood actor Kartik Aaryan as the brand ambassador for its men's jewellery range, Aham. The collaboration aims to redefine men's accessories and promote jewellery as an essential element of personal style. The launch includes the ‘Regalia’ collection, featuring rings, bracelets, cufflinks, ear studs, chains, and pendants designed for modern, sophisticated men.

The collection is intended to inspire men to embrace jewellery as a form of self-expression and enhance their style. The campaign, titled ‘Regalia - Own Your Story,’ will feature Aaryan showcasing the jewellery in a series of promotional activities. These will include digital marketing campaigns and social media engagement, aimed at connecting with younger, style-conscious consumers.

In addition to the campaign, Senco has partnered with Aaryan’s upcoming film 'Bhool Bhulaiyaa 3' (Labyrinth) for in-film promotions. Known for its high-quality craftsmanship, Senco Gold & Diamonds is one of India’s largest jewellery retailers, offering a diverse range of jewellery for both traditional and contemporary tastes.

Grand Hyatt campaign celebrates life's milestones

Hyatt has launched the Grand Hyatt brand’s new regional campaign, 'Be More Grand', across the Asia-Pacific region. The campaign encourages guests to celebrate life’s significant and small milestones, spotlighting the transformative power of travel and luxury hospitality experiences.

The campaign features five Grand Hyatt hotels, pairing with personalities to illustrate meaningful celebrations. The short films capture experiences such as planning a wedding, moments of self-reflection, and the bond between a mother and daughter. The aim is to convey how Grand Hyatt hotels elevate these occasions with distinguished service, fine dining, and striking architecture.

The initiative builds on Hyatt’s broader 'Be More Here' global campaign, which emphasises being present in memorable moments. In Mumbai, the campaign showcases lifestyle influencer Aashna Shroff’s wedding preparations, with Grand Hyatt Mumbai offering a personalised and grand setting. It also highlights Grand Hyatt’s wedding and event services, including custom planning, curated floral arrangements, cake tastings, and luxurious accommodations.

Centrum campaign addresses hidden gaps in nutrition

Centrum has launched a campaign to highlight nutritional gaps that may be overlooked in regular diets. Targeting adults and those over 50, the initiative aims to raise awareness about potential deficiencies even when meals seem nutritionally complete.

The campaign, featuring films for different age groups, discusses common signs of micronutrient deficiency such as fatigue, energy loss, and joint pain. It stresses the importance of incorporating multivitamins alongside a balanced diet and active lifestyle to address these issues. Real health experts are featured to illustrate the role of Centrum multivitamins in meeting daily nutritional requirements tailored to Indian standards.

The films use simple demonstrations to convey how multivitamins can bridge nutrition gaps. Available on TV and digital platforms like YouTube and Instagram, the campaign seeks to educate and inspire Indians to examine their dietary habits and prioritise internal wellness.

Pulse Candy launches #ScreamForPulse contest

Pulse Candy, from the Dharampal Satyapal Group (DS Group), has launched the #ScreamForPulse contest to celebrate National Candy Day. The interactive game invites participants to control an on-screen character using the decibel level of their screams, with the aim of collecting Pulse candies. The louder the scream, the higher the character jumps. Players with top scores will have the chance to win prizes.

The game is hosted on a dedicated microsite, www.pulsecandyday.com, where candy enthusiasts can compete and share their achievements on social media. The contest is designed to engage a youthful audience, merging the excitement of gaming with the festive spirit of Candy Day.

Pulse Candy, introduced in 2015, has maintained its position as India’s leading hard-boiled candy brand for eight consecutive years. The #ScreamForPulse campaign is expected to add a new dimension to the brand's appeal and drive active participation from its fanbase.