Campaign marketing

Simplilearn has announced the launch of its brand campaign, Ambition #CannotBeLockedDown. The campaign celebrates the inspiring spirit of individuals around the world who have steadfastly pursued their ambitions, even during the current global pandemic. This digital-first campaign will be launched on several digital, print and television platforms.

The theme of the campaign focuses on how ambition and determination can enable individuals to reach their full potential despite the challenges they face and to grow beyond the constraints of the present day. He encourages us all to seize the moment for our personal advancement and to find joy in a time of worry and uncertainty.

One version of the campaign features an NRI in America, highlighting how this is a shared experience for Indians at home and abroad. The campaign was conceptualized and executed in partnership with the Bluebot creative agency.

As part of the campaign, the company released three commercials highlighting the successes of aspirants who completed a Simplilearn certification program during the pandemic. The films depict the stories of three people from Seattle, Chennai, and Mumbai, respectively.

Despite being stuck at home, they manage to pass Simplilearn’s Bootcamp certifications to achieve immediate career success in the form of pay raises or the job of their dreams. The commercials bring out the joy each of them feels in achieving their ambition, with bouncy background music created by composer and music producer Michael McCleary.

Mark Moran, Marketing Director of Simplilearn, said: “As the lead online Bootcamp, we are happy to launch this campaign to inspire all of us not to give up hope and to dance towards success. We look forward to encouraging professionals around the world to continue to develop their skills, with the Ambition message #CannotBeLockedDown. “

Carl Savio, Creative Director and Founder of Bluebot Digital, said: “If the pandemic has taught us anything, it’s that the power of the human spirit is indomitable. Millions of professionals have shown courage and used this and the last year wisely to prepare for a better future with Simplilearn’s premier courses. This campaign is a testament to them and the brand. “

Watch BE + with Ambi Parameswaran: conversation with industry leaders like Jasneet Bachal, Harish Narayanan, Deepali Naair, Siddhesh Joglekar and more

Snap Inc, which operates the Snapchat photo-sharing platform, has launched the Indian part of its global marketing campaign titled “Open Your Snapchat”. The campaign aims to showcase the power of Snap’s camera and the platform’s ability to help connect with culture, e-commerce, and meaningfully engage with friends and family.

This multi-pronged marketing campaign launched globally on July 30 in the US, UK and Mexico. The localized launch of the campaign in India in Hindi, Hinglish and English is an attempt to create socially relevant and culturally contextual experiences with a hint of local humor. The integrated branding campaign will launch on all digital platforms and will include Snapcodes revealing dozens of AR lenses and custom designs.

‘Open Your Snapchat’ features a range of popular Indian phrases that introduce the viewer to Snapchat filters like ‘Daadi Cool’ lens or ‘Desi Munde’ lens or ‘Beta, Aunty Ko Dance Karke Dikhao’ lens.

Watch the campaign here:

Kenny Mitchell, Marketing Director of Snap Inc., said: “This is part of our global campaign to communicate the expertise we have gained with AR (augmented reality) filters and the ease of use. So while we have customized the campaign based on geography to include cultural and local nuances specific to that market, it is an invitation to fully delve into the world of creativity and AR by asking current members and future generations of Snapchat to open their Snapchat to unlock a world of possibilities and expressions through the camera.

In India, Snap has seen users engage with AR to celebrate cultural moments and festivals like Diwali, Holi, Pongal, Onam, Baishakhi among others and learn local languages ​​through unique language lenses among many other local initiatives. . However, when it comes to India, the brand operates in a very crowded market where several competitors have adapted to the popularity of Snap to introduce their own version of features using AR filters. Mitchell believes that while the competition is tough, Snap’s superior camera and AR technology will serve him well, and this campaign aims to prove it.

Currently, Snap is expanding the team for various functions to support our community across India. These roles will help Snap advance local AR, Spotlight, partnerships, market development, sales, and creative strategy.

The campaign includes several 10- to 15-second videos that show the filter in question in use, with a call to action that simply says “Open your Snapchat”.

MobiKwik launched its “Spend Now, Pay Later” campaign to promote its innovative BNPL product “MobiKwik Zip”. The campaign targets the people of Bharath, most of whom are neglected by traditional financial institutions and lack access to credit. The campaign educates users on the benefits of MobiKwik Zip.

Conceptualized and executed by GingerMonkey LLP, the campaign includes three films. Each film shows how a protagonist is stuck in a predicament of having insufficient funds to make payments. This is when MobiKwik Zip becomes part of the story as a solution, highlighting its various value propositions, including: ease of use, easy access to credit, and increasing the power of business. ‘purchase. The first ad that went live shows how MobiKwik Zip makes life easier by helping pay a big electric bill on time.

Upasana Taku, President, Co-Founder and COO of MobiKwik, said, “We strongly believe that BNPL for Everyday Payments (E-commerce, Grocery, Bills) is the only way to bring financial freedom to millions of Indians. This is the mission that lights our fire at MobiKwik. We are focused on meeting the unmet credit needs of Indians by combining the convenience of payments with the benefits of paying later. Through this campaign, we aim to raise awareness of MobiKwik Zip and educate consumers on how they can “Spend Now, Pay Later”. for their daily needs.

Abhishek Asthana, Creative Manager at GingerMonkey, said, “The campaign brief was clear enough, to break down the ‘Buy Now, Pay Later’ proposition to the target audience who are generally not eligible for credit due to an insufficient credit history. A Cash-strapped generation that doesn’t compromise on lifestyle is always in a dilemma: spend now or postpone the purchase until the next pay cycle. Working on this idea, we’ve picked out the best use cases where MobiKwik Zip could be a lifeline. that is, the communication had to be “Zippy”, for a product named MobiKwik Zip. We are confident that the campaign will resonate with the target audience and achieve the expected business results for the company. “

UNext Learning has launched a multi-film ad campaign that seeks to reinvent traditional learning choices and address some of the current challenges in the higher education ecosystem by going online.

Advertising films with the slogan ‘Aapka Next, Aapka Right‘created by McCann Worldgroup highlights how today’s students can overcome the barriers of distance, accessibility, affordability and quality content.

Ambrish Sinha, CEO of UNext Learning, said: “Our commercials aim to allay concerns about improving access, increasing affordability, delivering quality content and pedagogy. good quality and improved outcomes for the learner community in the online higher education space. This message has been conveyed in an uplifting way through real-life scenarios to alleviate the stress currently associated with higher education choices. It also brings to life the sense of empowerment that UNext, as a technology platform, offers every learner – from college students seeking a degree to professionals seeking a career boost.

Dileep Ashoka, Executive Vice President and General Manager of McCann Worldgroup, said: “The strategy and creative work is aligned with this goal and seeks to highlight the many challenges faced by millions of students and provide a solution. . The stories are real and ingrained – located in the family setting, as higher education is something the family is involved in. We are sure these will connect and have the impact necessary to empower the student community and give UNext a solid launch.

Sambit Mohanty, Creative Director – South, McCann Worldgroup, said, “They say nothing can stop an idea whose time is right. This applies to UNext as well as to students who wish to enroll as they now have the freedom to pursue their studies at renowned universities without high threshold scores, financial or even geographic constraints. It is this transfer of power into the hands of students that our campaign beautifully highlights with the slogan “Aapka Next, Aapka Right”.

The commercials will mainly be shown on digital platforms and will also be shown on television during the India-England cricket series.

The digital lifestyle accessories brand pTron has launched its new brand campaign called #pTronEveryday, with actress Pooja Hegde. Following the actress’s announcement as brand ambassador, pTron unveiled its very first campaign featuring Hegde. The #pTronEveryday campaign showcases its wide range of new-age audio and lifestyle gadgets designed for millennials.

Hegde took advantage of his social networks to launch his ambassadorial journey with the “#pTronEveryday with Pooja Hegde” campaign. The campaign film displays the visual and the clean style of the actress. With carefully designed products for new-age Indian youth, Hegde’s modern patron energy resonates with the brand’s key message of trust.

Hegde said: “pTron means to live life aloud. With affordable and accessible products for everyone, yet futuristic and aesthetically modern, pTron has become an important choice of new-age India and is gradually becoming the country’s most preferred digital lifestyle accessories brand. I really enjoyed working with the team for the new campaign and look forward to this exciting journey with pTron to #BeLoudBeProud. The new campaign represents the spirit of the millennial generation, being fearless and confident. Pooja perfectly embodies what the brand stands for, ”said Ameen Khwaja, Founder and CEO of pTron.

Fatmen Advertising unveiled Firstcry’s latest campaign titled “Fussy Is Fantastic”. The multimedia branding campaign attempts to support and greet the restlessness of new age mothers, an aspect often criticized by society.

The 2 minute ad shows a variety of situations where mothers are labeled difficult for insisting on certain things. Whether it’s a mother telling her son to throw the trash in the trash, or a new mother berating society’s help for ringing the doorbell, all situations end with people. mentally calling mothers picky and judging them to be so. Some situations also include family members of mothers / expectant mothers.

The ad culminates with the message that mothers being picky about their children and their environment ultimately result in happier children with a “fantastic” future.

Watch the ad here –

“After wrapping up a decade that made FirstCry the largest baby and kids retailer in Asia, it was important for us to go beyond the category narrative and take a broader brand position. A position that was not only true to something we believed in, but also resonated strongly with the millions of mothers who made the brand what it was, ”said Anuj Jain, business leader and vice-president. senior president, FirstCry.

Rishabha Nayyar, Head of Strategy at Fatmen, said: “We met the hero of our story not in a focus group, but in our own homes. We called her the “Maman Fussy”. She refused to take anything for granted when it came to her child. From diet to play, clothes to values, safety to sleep, she took care of a million seemingly small little things to make childhood perfect. While every commotion for her was an act of responsibility, the world around her called it paranoia, giving her parenting style many not-so-sweet names – rude, emphatic, crazy, helicopter, gloomy, over the top. “

“As a brand that believed that going into every detail of everyone and everything when it comes to your child is not extreme but great, we decided to support every mom by taking the position that ‘Fussy is fantastic “. In a world where the restlessness of mothers was discouraged, we would encourage it by talking and celebrating the good that comes from it. Every mom who allowed them to be agitated as they please,” he added .

“When we were pitching, we had a lot of smart concepts, but nothing really shone. My wife and I were new parents, and it frustrated me why we weren’t doing it. One night, before another round of pitching, my wife just broke down. It was as if she was fully there. I think that night, “smart” came out and “authenticity” came in. My team and I just made sure that we didn’t over-act that might rob the film of its authenticity. Even during production, Anupam and his team at Crazy Few went out of their way to keep the real sensation alive. In terms of casting, locations or even Anupam’s decision not to give it a conventional ratio aspect, everyone has done their best not to corrupt a beautiful thought. We hope we haven’t failed, ”said Ashwin Varkey, Creative Director, Fatmen.

Watch BE + with Ambi Parameswaran: conversation with industry leaders like Jasneet Bachal, Pawan Sarda, Siddhesh Joglekar

VEGA, the leading brand of personal care devices and beauty care accessories in India, has launched new campaigns promoting their 3 in 1 hairdresser in the category of personal care devices and hairbrushes in the line of beauty care accessories, featuring their brand ambassador Ananya Panday.

Conceptualized by Leo Burnett, the films showcase the product features of the 3-in-1 hairdresser and the assortment of hairbrushes, while heightening their perceptibility to the public.

The movie shows Panday effortlessly styling her hair and displaying three distinctly different straight, curly and curly styles using the VEGA 3 in 1 Hair Styler. to achieve the perfect hairstyling goals with just one hairdresser.

The hairbrush campaign shows that Panday meets the daily hair brushing, grooming and styling needs, while showcasing the different types of hairbrushes that best meet individual hair care needs. Campaigns will be delivered on digital media including YouTube, social media, e-commerce and OTT platforms.

Eiti Singhal, Marketing Director – VEGA Industries, said: “By further strengthening our equity, we are launching new advertisements for the hairdresser and 3 in 1 hairbrushes which are aimed at young people and intend to seasonally adjust our brand so that Generation Z and Generation Y experience the joy of hairdressing as well as the notion of hair care. The unique 3 in 1 Hair Styler is one of a kind in the category of personal care devices and ties the proposition of straightening, crimping and curling hair into one. “

“Vega, as a brand, is redefining home style in India. Our campaign highlights that Vega products are not just for daily hair care and styling, but are products that make everyone, man or woman, really love their hair. . And who better than Ananya Panday who is herself a style icon to share this message. Rajdeepak Das, CEO and Creative Director – South Asia, Leo Burnett.

PhonePe has announced the launch of its TV campaign for the Gold category. The campaign shows how easy, convenient and secure it is to buy gold on the PhonePe app. The campaign runs for 6 weeks with several 25-30 second commercials for television and digital platforms.

PhonePe has adapted its latest campaign to attract a diverse audience by customizing scenarios and actors. He brought back the duo of Inspector Desai and Shinde (Aamir Khan as Inspector Desai) for audiences in the north, west and east of the country.

In addition, the platform used popular songs in Telugu, Kannada, Tamil and Malayalam to attract audiences from the five southern states (Andhra Pradesh, Telangana, Karnataka, Tamil Nadu and Kerala). Terence Lucien, Head of Mutual Funds and Gold at PhonePe, said: “Our goal is to help people across India achieve their aspirations to grow their gold investments. We provide easy and secure access to the highest quality 24k gold coins and bars at the best prices that are delivered securely directly to the customer’s doorstep by our Gold partners.

By Chehneet Kaur

Days after announcing Alia Bhatt as the very first Brand Ambassador, Duroflex launched its first campaign featuring its National Brand Ambassador. The “Nothing Like Duroflex” campaign uses Sleep Evangelist Bhatt to highlight the importance of investing in a research-backed mattress for healthy sleep.

The campaign was designed by Creativeland Asia. The TVC opens with the arrival of Alia at her friend’s house. Noticing her groggy and sleep-deprived friend, she immediately landed in her bedroom to check her mattress. She calls out to him about his poor choice of mattress and blames him for his fatigue.

Smita Murarka, Marketing Director, Duroflex, told ETBrandEquity.com last month: “Duroflex has always been a thought leader in the sleep solutions category and is on a mission to help India sleep better. We wanted to collaborate with an authentic voice that resonates with the new age consumer. Alia Bhatt is the quintessential youth icon who has carved out a niche for herself by being fearless herself. She advocates that sleep is an essential part of a healthy lifestyle. Through it, we want to reach the whole country on our common commitment to sleep evangelism. “Our whole point is that we want the millennial audience to really understand the importance of sleep and how very essential products like mattresses are. . We really wanted to choose a more neutral personality, one that appeals to both and really makes sure that everyone in India can truly understand the importance of sleep, ”added Murarka during a discussion with the ETBrandEquity.com team announcing Bhatt like the mark. ambassador in July.

“Our campaign aims to awaken the Indian consumer to take their sleep seriously, by making active and thoughtful choices on products that transform health like mattresses. The campaign was designed to communicate a family setting and is representative of a real conversation between two friends. Cutting-edge technology and research-backed products set us apart. With Alia, we aim to spread this main message across the country that there is “nothing like Duroflex” and everything else is a compromise. Being a sleep evangelist herself, Alia brought our campaign to life in a frank and effortless way. We are sure this will resonate with the modern consumer, ”Murarka said at the campaign launch.
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