Kalyan Jewellers launches ad featuring Amitabh Bachchan with daughter Shweta Bachchan Nanda
The TVC emphasizes the value of trust and the importance of standing up for what is right
Speaking about the campaign, T. S. Kalyanaraman, Chairman and Managing Director, Kalyan Jewellers, says, “We have a long association with the Bachchan family. They have successfully represented our brand over the years and we are extremely excited to have Shweta Bachchan Nanda on board our latest campaign. As a brand, Kalyan Jewellers stands for trust, and this TVC successfully showcases our ideology of standing up for what is right.”
The father-daughter duo who will be seen together onscreen for the first time had attracted a lot of eyeballs, and fans of Sr. Bachchan from across the country made their 'Behind the Scenes' video viral across social media platforms. The ad film features Big B as an honest retired government servant whose fight for what is right is captured.
Speaking about the ad film, Kartik Smetacek, L&K Saatchi & Saatchi, says, “The insight came from a very rich space. Trust does not just mean being honest when everyone is watching, but it is also about being truthful when no one is looking. It is about a deep rooted sense of right and wrong and not being a part of anything that would shake ones trust – not even the smallest of the things.”
The brand which opened its first showroom back in 1993 celebrates its silver jubilee in the India jewellery market with this very special TVC. Kalyan Jewellers has operations across 122 locations globally, and will be launching its 100th Indian showroom in August.
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Nokia’s print campaign with Alia Bhatt went live on October 12 to mark the festive season.
HMD Global, the home of Nokia phones, on Monday announced that actress Alia Bhatt will be the face of Nokia phones in India.
In a statement, the company said that Bhatt connects strongly with today’s generation of Indians who are multi-dimensional, multi-faceted and multi-achievers. Her success and her personality therefore make her align perfectly with Nokia phones and with HMD-Global, itself a young, entrepreneurial brand, the statement said.
Announcing the association, Ajey Mehta, Vice President and Country Head – India, HMD Global, said, “We are really excited to have Alia Bhatt as the face of Nokia phones. She is one of the brightest stars of Bollywood and it’s great to have her on board with us. Her commitment to her work coupled with her perfection in her craft of acting, is in alignment with our approach to mobile making. I am confident that in the coming together of Nokia phones and Alia Bhatt, we will further enhance the excitement around our new launches for our fans.
Alia Bhatt said, “I love the experience of using my Nokia smartphone and flaunt it at work, with friends and my family. It feels so premium in my hand and the craftsmanship is perfect. And what’s great is that with the reliability of a Nokia phone, its distinctive design and great overall experience, I get to be me, do my work and have fun without needing to worry about anything else. I’m delighted to be the face of Nokia phones.”
The Nokia phones print campaign with Alia Bhatt went live on Friday (October 12) to mark the festive season. Fans will see the campaign across print and television commercials as well as retail outlets.
The campaign takes an affectionate and light-hearted look at the unique role played by a young person (and her Nokia smartphone) in making Diwali celebrations with her loved ones truly special.
Talking about the campaign, Ajey Mehta said, “The young generation is relied upon by their loved ones for so many things that they do with just a few clicks on their phones – from paying a bill to capturing memories. This insight is at the core of our campaign and helps make Nokia phones relevant for these young consumers.”
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National Award winning actor endorses Bathsense by Asian Paints in TVC conceptualised by Madison BMB
To introduce its new bathroom offerings named Bathsense in India, Asian Paints has launched a 360 degree campaign, centred on a series of TVCs for North India. The TVCs were supported by an outdoor, print, digital and radio campaign, various activations and other point-of-sale elements for dealers, plumbers and customers. The entire campaign was conceptualised and created by Madison BMB, a unit of Madison World.
The concept of the campaign, including its tagline ‘Bathrooms that understand you’, came from an insight that today bathroom products come in endless shapes and designs, but what one wants is a bathroom that smartly understands his/her expectations, including qualities such as hygiene and durability. The campaign uses both quirkiness and simplicity to talk about how Bathsense products understand the user, even if the outside world might not with the repeated use of the phrase ‘Isse pata hai’ (this understands me). The phrase is also utilised in other elements of the campaign to provide continuity with the films. The story called for a central character who could simultaneously be charming, easy-going, funny and classy which is why actor Rajkumar Rao was chosen for the North Indian (Hindi) film. His interaction with the products is showcased across all elements of the campaign, including print, hoardings and catalogues.
Regarding the campaign, Pragyan Kumar, Vice President, Asian Paints Home Improvement, says: “At Asian Paints, we have always strived to cater to the ever changing needs and wants of the consumer. Brand Bathsense is another step on that front. Apart from having great designs that look beautiful, Bathsense is committed to provide innovative solutions to problems that have remained unanswered for long. We strongly believe that the “Isse Pata Hai” campaign will help us seed Brand Bathsense in the market and establish clearly to our customers that we are here to offer solutions that truly understand them.”
Raj Nair, CEO and Chief Creative Officer, Madison BMB, says “In today’s day and age, it seems almost old fashioned to find a brand’s virtue in the brand’s features themselves. Having said that, when we realised that the features of brand Bathsense were as distinctive as they were, we thought why not build the proposition around the features themselves. Hence Bathrooms That Understand You packed with features that solve everyday issues in the bathroom was born. Then came the added bonus of Rajkumar Rao who with his performance has made the campaign more memorable. Plus the music in the films is extremely quirky and catchy. In fact, seeing the instantaneous positive response of the dealers at the launch was an incredibly satisfying conclusion that should resonate well with consumers too.”
Kim Solomon, COO, Madison BMB, says “The campaign presented us with a one-of-a-kind opportunity to do something in the bathroom communication space that has never been done before. We wanted to set a precedent that could be proudly added to the hallmark of excellence that Asian Paints ads and campaigns have always been known for. We’re very happy to have exceeded all our expectations.”
Raj Nair, CEO & Chief Creative Officer
Kim Solomon, COO
Shomo Sen (ACD), Raj Nair
Vallabh Yeolekar (CD)
Black Picture Co.
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As WPP holds its first data summit- Date with Data- on October 16, we speak to CVL Srinivas, Country Manager India, WPP, about the industry’s love and need for data and the changing role of CMOs.
Ahead of ‘Date with Data’, WPP’s first data summit scheduled to take place on October 16, CVL Srinivas, Country Manager, WPP India, speaks to exchange4media about the changing role of CMOs in this new data-driven industry. He also shares his insights on the impact that the use of data has on ROI for clients and the need to have a first-of-its-kind data summit in India. Excerpts:-
Data hasn’t just changed the CMO’s role, it has disrupted it. CMOs were traditionally communication and campaign-focused, but it has changed now. As an industry expert, what advice would you like to give to budding CMOs on the use of data in marketing?
The starting point is to understand what all is available across first, second and third-party data and how the relevant data sets can be combined to unlock richer insights for the business. From sharper consumer insights to understanding the full consumer journey to campaign planning and measurement, data can better connect the entire marketing value chain. CMOs will do well to reimagine and rewire their teams, making it a more data-centric marketing organisation. Apart from better marketing ROI for existing brands, data can help unravel new products, new consumer segments and new distribution channels.
With a stricter data privacy regime, CMOs need to fully understand the implications of new laws like GDPR and the recommendations put together by the government-appointed committee in India, to get a clearer sense of where things are headed.
Keeping the above in mind, CMOs should be wary of falling into the trap of a data-only approach, which could undermine innovation and creativity. The power of ‘the idea’ or the marketing gut is an equally strong driving force towards a successful marketing approach. In the overall scheme of things, data shines in its role as a partner and supporting force for the development of great ideas.
Everyone loves data and digital because it is measurable. Is the lack of uniform third-party measurement in India making agencies and marketers rethink the real impact of their campaigns? And therefore, could marketers be rethinking digital budgets?
Audience attention is shifting every day and if you are a brand or an agency, you need to identify where the interest of your audience lies. However, measurement is a concern. As you have rightly pointed out, there exists the lack of a third-party measurement in India.
Every digital platform has a different way of counting views/engagement and impressions on videos; whereas we know that the TRP (television rating point) evaluation is fixed and we can calculate it, regardless of whether it's on cable or satellite.
Ad agencies, clients, partners and brands need to come together to collectively work on measurement standards to advocate for digital spends. If one takes a more holistic view, digital has more data and can drive more accountability than any other medium. An industry measure will only help create a standardization for the benefit of all. However, often what’s missing is the ability to make right connections between data points to build actionable insights and attribution models.
This is the first time WPP has called for an initiative like 'Date with Data' in India. How do you expect the industry to benefit from this?
All of WPP India have come together to create this data summit. So firstly, it's a great example of collaboration towards creating value for our clients, partners and people. Being a leader in this space, we felt it's time to create a forum to help accelerate the growth of data journey in a responsible way. This attempt targets getting everyone's understanding on the same page. The forum will give a global and local perspective, a balanced view between today’s requirements versus future opportunities, and bring data & creativity together onto one platform. We’ve had a tremendous response and are eagerly looking forward to hosting and enabling our industry's growth and future together.
If we were to quantify the impact of data, how much direct impact the use of data has had on ROI for your clients?
As discussed earlier, having a data orientation will not only deliver better ROI for existing brands but can help uncover new products, new distribution channels and new consumer segments. We have numerous examples of clients getting better ROIs across the value chain. Our clients will be showcasing some of their successes during the summit.
Where do you place Google and Facebook? Are they friends or enemies of the advertising community? Is this competition with tech giants healthy for the growth of the industry?
India is a unique ecosystem where the best of global and local players compete. This helps drive innovation and opens up opportunities for marketers. Even the big global players have innovated specifically for our market. In our super connected world, it will become increasingly hard for anyone to not integrate with the larger ecosystem. We have great partnerships with all the players and work together to create value for our clients.
With media buying going programmatic, marketers are taking the job in-house. Your take.
If the idea is to integrate better with business, then we completely subscribe to it. In fact, we are co-locating our teams and embedding critical functions with many of our clients’ businesses. It helps improve coordination and speed of response. As a group, we are pioneers in kickstarting this many years ago.
Having a fully-owned and operated model of in-housing comes with its own set of challenges. Some clients have tried it in the past. It needs the right people, culture, products and orientation to become successful. In my personal view, it can be really hard to replicate all the strengths that an agency brings to a client set-up and run it successfully.
Associate Editor, exchange4media, Mumbai As the editorial head for the website, Naziya covers media, advertising and marketing domains. Prior to joining the digital domain, she worked for 12 years with leading newspapers covering political, legal and crime beats.
Conceptualised by Contract, the TV campaign captures the values and essence of the brand – ‘Achchaai Jo Chehre Par Nazar Aaye’
Charmis is a heritage face care brand and enjoys consumer trust that has extended over eight decades. ITC has given the iconic Charmis a fresh new look.
A new TV campaign that captures the values and essence of the brand – ‘Achchaai Jo Chehre Par Nazar Aaye’ has been rolled out to celebrate the goodness, painstakingly nurtured and instilled in children by every mother. The campaign recognises and celebrates the lessons best learnt from mothers - ‘Maa ki Seekh’ and how they guide children to make the right choices as they navigate through the maze of life and respond to challenges and conflicts thrown up each day.
Speaking about the campaign, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “It is a moment of pride for us to reintroduce Charmis, a brand that has been loved by consumers for over eight decades, in a fresh new look. We are excited to introduce a great new sensorial with SPF 30 and above all with a delightful new TV campaign. The brand presents the core thought in an engaging manner and I must appreciate the great work done by the director, Ram and the entire creative team at Contract.”
The new TVC developed by the creative team at Contract and film director Ram Madhvani of Equinox, showcase the heartfelt moment of a young boy, who when faced with a dilemma, decides to follow the value of goodness and the teachings learnt from his mother - brave boys don’t hit girls. Simple yet extremely effective and powerful, the TVC narrative brings alive the brand’s core thought that it is the goodness within that glows on our faces. That glow is evident both on the face of the child as well as the proud mother.
Ram Madhvani, Director, further stated, “I am delighted to have been chosen to work on the film. I found the brand’s concept – 'Achchaai jo chehre par nazar aaye', extremely unique and was excited to make the film, simply because of the value systems that the brand was speaking about. And of course, having Kajol as part of the film helped elevate the entire conversation. Besides being a powerful performer, she also stands for the values showcased in the film.”
Kajol has stepped in as the brand ambassador. She is a modern mother who does not shy away from speaking about the active role she plays in her children’s upbringing. Even off camera, she embodies the characteristics of the Charmis Mom, who prides in motherhood and plays a dominant role in shaping the value system and thought process of her children.
Kajol shared her excitement on being a part of the TVC and stated, “The Charmis film simply underlines a basic truth that while goodness is about character, integrity, honesty, kindness, moral courage, but above all, goodness is about how you treat other people. Being a Charmis ambassador makes me feel good and trustworthy; both aspects being important to me as a person and an artist.”
The all-new Charmis deep nourishing cold cream from ITC will be available in packs of 30ml, 58ml, 100ml and 175 ml at INR 40, INR 70, INR 120 and INR 180 ml, respectively. With its unique blend of Vitamin A, C & E, ITC Charmis combats winter, leaving skin radiantly restored, naturally soft and resilient. And Charmis SPF 30 provides optimal moisturisation for all year round usage.
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IndusInd Bank Duo Card has two magnetic strips & 2 EMV chips, bringing the functionalities of both debit and credit cards
IndusInd Bank has launched the IndusInd Bank Duo Card, a combined 2 EMV chip debit and credit card. This two-in-one Duo Card with two magnetic strips & 2 EMV chips, brings the functionalities of both debit and credit cards to the Indian consumer, on one plastic. With a range of benefits which combine both types of cards, it is a powerhouse of convenience and flexibility for the customer.
With just one card to carry for all their financial needs, the customer can travel light with just one card plastic. The card design uses the anagram technique to enhance and highlight the singularity of the Duo Card. The IndusInd Bank Duo Card is loaded with features for the young upwardly-mobile customer and includes offers across entertainment, travel and lifestyle. It simplifies the customer’s life by providing a single statement of account and amplifies the power of the Rewards program by enabling the consolidation of Rewards points.
On the launch, Sumant Kathpalia, Head – Consumer Banking, IndusInd Bank said, “The goal is always to simplify banking and enhance convenience for our customers. Innovations such as the Duo Card go a long way in simplifying customers’ lives. We have our ears to the ground and understand that our young and aspirational customers want something unique that makes them stand apart. The IndusInd Bank Duo Card aims to deliver a seamless and delightful client experience and offers the best of both worlds, in one plastic. The convenience of having dual functionality, and a wide range of offers and features on one plastic, is sure to resonate with our audience. Our advice to the customer is to #KeepItSingle, and embrace innovation at its best.”
IndusInd Bank has launched a multi-media campaign that connects with the customer at various touchpoints. While television will be used to announce the innovation, digital will be used extensively to engage with the digitally savvy audience. RK Swamy BBDO, New Delhi is the creative agency for the campaign.
The campaign has been conceptualised and scripted by Ankur Suman - Creative Head, RK Swamy BBDO, New Delhi – along with Pragya Bhatnagar and Pankaj Bora. It is directed by Gajraj Rao of Code Red films.
Anil Ramachandran - EVP & Head, Marketing & Corp Communications and Retail Unsecured Assets at IndusInd Bank said, “The Duo Card is a wonderful example of a unique innovation coming out of our researched consumer insights. With the world moving towards simplifying consumer interactions and experiences and the youthful focus on travelling light, this plastic innovation asks the simple question of “why carry two, when one will do?” IndusInd Bank Duo Card is an innovation that is simple in its idea and uniqueness. The campaign tells the everyday stories of our lives, wherein we are required to choose between debit and credit cards, and how cumbersome that can be. The TV commercials and short digital films have exciting elements which add humour and emotions to situations that are easily relatable with our customers. We are confident that the campaign will create intrigue, interest and engagement with our audience.”
Adds, Ankur Suman, Principal Consultant & Creative Head, R K Swamy BBDO Private Limited, “Cool innovations like these need cool communication solutions. It was important to create intrigue and interest around a product that’s so unique. Here’s a card that keeps things simpler, by keeping them single. Hence #KeepItSingle worked perfectly! Retaining the tone and style of IndusInd Bank campaigns that we have created over the years, this one too uses light-hearted, slice-of-life situations to drive home the message about Duo Card; helping the audience absorbs its relevance and utility even better.”
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The video speaks about how the brand curates beauty secrets from across the world, inspired by ancient beauty rituals of women from different cultures
Global Beauty Secrets, an international beauty brand for women and WATConsult, the digital and social media agency from Dentsu Aegis Network launched a latest digital video commercial highlighting the essence of the brand.
The video speaks about how the brand curates beauty secrets from across different lands, inspired by ancient beauty rituals of women from different cultures. It speaks more of bringing science and beauty secrets together.
The brand celebrates the wisdom of ancient women from around the globe portraying them as the benefactor for the long-lost beauty secrets.
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Dinner hosted by Ramesh Narayan, outgoing IAA India chief, sees stalwarts of the media and entertainment industry in attendance
Senior members of the media and advertising industry gathered in Mumbai on Thursday to celebrate the appointment of Srinivasan K Swamy in the top global role at the International Advertising Association (IAA) and Punit Goenka as IAA’s India chapter President, besides felicitating Raj Nayak for winning IAA’s Champion Award and Janak Sarda for winning the Young Leader award.
Advertising industry veteran Ramesh Narayan, outgoing President of the IAA (India Chapter), hosted the celebratory dinner at the Wodehouse Gymkhana. “Achievements call for a celebration. And so we raise a toast to Srinivasan Swamy for assuming charge as Chairman and World President IAA, Punit Goenka for taking over as President India Chapter of IAA, Raj Nayak for being conferred the IAA’s Inspire Award as Global Champion and Janak Sarda for being honoured as IAA Young Leader,” Narayan said.
Srinivasan K Swamy, Chairman of the RK Swamy Hansa Group, who took over as the Chairman and World President, IAA, recently, said, “Ramesh has always been a very good friend; and he only has good words for people. I’m sure all of you want to be part of the journey when we unleash India’s energy on the world. It’s going to be a hard task and it can’t be done without all these people here in this room. So, thank you!”
Punit Goenka, Managing Director & CEO, Zee Entertainment Enterprises Ltd (ZEEL), said, “I would think that this is meant to be my toughest role. In the other industry bodies, we all have been united in terms of our objectives and worked towards that. I have big shoes to fill and with Ramesh’s support, I’m sure I will be able to do justice to this. Thank you so much for this honour.”
Raj Nayak, COO of Viacom18 and past president of IAA India Chapter, winner of IAA’s prestigious ‘Champion Award’ for excellence in leadership, vision and distinguished services among leaders in the IAA and his contributions to the worldwide marketing communications industry, said, “All I can say is I am very humbled to stand here in this gathering… I’m very honoured that after 25 years in the Television industry, there is such a recognition.”
“Had it not been for Rameshji and Sundar, I wouldn’t have belonged to the industry as much, so thank you for your support at all times,” said Janak Sarda, Joint Managing Director of the Deshdoot Group of Publications and winner of the IAA Young Leader award for his contribution to IAA Young Professionals.
Sam Balsara of Madison World, Piyush Pandey of Ogilvy, Brahm Vasudeva of Hawkins, Punit Misra of ZEEL, Nandini Dias of Lodestar UM, Gayatri Yadav of Star India, Megha Tata of BTVI, I Venkat of Eenadu, Yadvendra Guleria of Honda, Sandeep Sharma of RK Swamy Media Group, Ambi Parameswaran of Brandbuilding.com and Kaushik Roy of Reliance were among those present at the celebration.
Piyush Pandey of Ogilvy, Raj Nayak of Viacom18 and Punit Goenka of ZEEL
Sam Balsara of Madison and Bharat Patel, ex-P&G India head
Y S Guleria of Honda Motorcycle & Scooter India Pvt Ltd and I Venkat of Eenadu
Sunita Bangard, formerly with Idea, Megha Tata of BTVI, and Nandini Dias of Lodestar UM
Gayatri Yadav of Star India with her father Brahm Vasudeva of Hawkins Cookers Ltd at the party
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Rahul Dravid, ‘The Wall’ to legions of cricket lovers, epitomises the brand value of Philips – a trusted and dependable health-tech company, Philips said in a statement.
Philips India has announced appointment of cricketer Rahul Dravid as the brand ambassador for its air purifier category.
Rahul Dravid, ‘The Wall’ to legions of cricket lovers, epitomises the brand value of Philips – a trusted and dependable health-tech company, the company said in a statement.
Talking about his association with Philips, Dravid said, “It gives me immense pride to be associated with a brand like Philips which is committed towards making life better through meaningful innovation. Poor air quality is a serious concern today and Philips has an unmatched legacy of providing the best solutions to purify indoor air. I look forward to driving a positive change through this partnership.”
ADA Ratnam, President, Personal Health, Philips India Subcontinent, said, “We are extremely delighted to join hands with Rahul Dravid. We found in Rahul a partner who embodies and is almost synonymous with the sense of trust and dependability that Philips itself is associated with. This partnership will strengthen our endeavour to raise awareness on air pollution.”
Delighted with the new partnership, Gulbahar Taurani, Senior Director and Head Marketing, Personal Health, Philips India Limited, said, “Rahul is a perfect partner for Philips. Like Rahul Dravid, Philips air purifiers act as a shield against indoor air pollution, keeping your family safe and healthy. Today’s generation of air purifiers from Philips are truly best in class. With vitashield intelligent purification technology, the air purifiers can clean a standard room within six minutes, remove ultra-fine particles and provide real time feedback and monitoring. We hope to make a difference to the lives of our consumers by helping them in significantly improving indoor air quality.”
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On YouTube, the zero branding ad has crossed over 4,675,023 views and counting
Vicks India recently launched the second edition of Vicks #TouchOfCare, its heart-warming campaign that went viral last year. Five minutes into a conversation with Ritu Mittal, Country Marketing Manager, Vicks India, and she shares, “There is always the pressure of doing more of what has worked but we really waited for the right story.”
‘Vicks - One in a Million’ is yet another inspiring story, this time of Nisha, a young girl who has Ichthyosis, a genetic skin condition. The transformation of Nisha due to the love and care provided by her adoptive parents Aloma and David Lobo, forms the crux of this digital video.
Back with a bang
The second campaign continues to spread the idea that ‘Every child deserves the touch of care’. Created by Publicis Singapore, the story is a first-person narrative by Nisha, an orphaned girl with Ichthyosis who was abandoned by her biological parents when she was just two weeks old. Her life was transformed when she was adopted by Aloma and David Lobo, who despite having children of their own, gave Nisha a family which showered her with unconditional love and the #TouchOfCare. The film captures Nisha’s story as she sails through the challenges and complexities of life, with her mother and a family at her side. It depicts how Nisha, who is an extraordinary girl, leads an ordinary, regular life - one of hopes, dreams and challenges - and how Aloma has brought her up in a way that is no different from anyone else.
The ad had crossed over 4,675,023 views on YouTube (at the time of writing this article). Mittal reveals that as the brand started working on the campaign they realized that the institution of family today is not as tightly-defined as it was. “We wanted to bring the purpose of our brand to life. People today are increasingly living away from their traditional environment. So we as a brand wanted to take this opportunity to acknowledge and embrace the power of family to transform a life. And, we thought that the story of Nisha really deserved to be heard,” she explains.
"We pondered, 'Is India ready for it?' Can we talk about care beyond the biological boundaries of our family? Our agency reaffirmed us that the consumer is actually ready and the consumer is far more evolved than what we think,” she continues. Mittal said that it took courage to ahead with a film that was minimal on branding. “Too much of the brand takes away from the authenticity and credibility of story-telling,” she reasons.
Turning to experts
Varun Duggirala, Content Chief and Co-founder, The Glitch, opines that the ad communication brings forth a genuine range of emotions with it. "The ad definitely makes us take a hard look, both at ourselves individually and as a society. Many a times brands try to portray their values in this way, but this is one of those times when the messaging and the delivery are both spot-on. It's a well-balanced and beautifully enacted film,” he says.
Isobar’s NCD, Anish Varghese feels the team has nicely married the brand spirit with real-life events. “It’s not an easy task to tell a true story, that too without losing the essence of the real events which happened 17 years ago. Hats off to Vicks and their agency for telling us such moving stories with the #TouchOfCare campaign. Chronologically we think of the brand first and then craft a story. Here, it’s a reverse engineering of sorts, as around the real-life event the brand integration happened. I just feel, a story of this nature evokes an eerie feeling when told visually, which may or may not work in the brand’s favour,” explains Varghese.
According to Deepak Singh-Chief Creative Officer, The Social Street, the concept is quite powerful, as is the execution and brand connect. “The emotion is nicely built in the story and I think it's got a good brand connect as well. The execution is notable as the film is nicely shot. The casting and music also complement the whole idea,” he says.
Shrenik Gandhi, Co-Founder and Chief Executive Officer, White Rivers Media, too lauds the focus on story-telling sans any branding. “In the age of abundance of micro videos, not all three- minutes catch the attention. It has to be 'one in a million', this one really is. Great storytelling, strong voice-over and most of all, a very hard-hitting concept. There is no reason this shall not be viral again and win a plethora of awards. Zero brand plugin was the cherry on the cake. Great job!" he says.
See the video:
Correspondent, exchange4media, Mumbai Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.
The campaign is a part of TOI’s larger umbrella #NoConditionsApply– which is a campaign that calls for gender equity and equal opportunities across ambition, education and celebrations.
The Times of India has launched the second leg of its critically acclaimed campaign #NoConditionsApply Sindoor Khela that raises a pertinent question on inclusion during celebrations. Last year, the campaign was launched with a slam poetry video that pointed out the discrimination a woman goes through owing to her marital status, childbearing capability or sexual orientation. What followed, was an all-inclusive Sindoor Khela that was hosted by TOI at one of the most prestigious pandals in Kolkata – Tridhara Sammilani – where all women participated in the social celebrations sans their societal tags of transgender, widow, separated, divorced, single mother, married and so on. This year, the campaign takes a step forward to urge the puja committees across the nation to take up the mantle and host #NoConditionsApply Sindoor Khela at their premises during the last day of Durga Puja.
The campaign is a part of TOI’s larger umbrella #NoConditionsApply (NCA) – which is a campaign that calls for gender equity and equal opportunities across ambition, education, celebrations. NCA Sindoor Khela takes up the issue of inclusive celebration during festivals with a context to Durga Puja which itself is a celebration of femininity. The Double Dot of Sindoor is the sisterhood mnemonic that calls for treating all women equal as sisters without societal labels, and has been carried forward from last year as modern-era ‘Symbol of Sisterhood’.
TOI has launched a powerful video which is narrated by leading ladies from Kolkata: Rituparna Sengupta, Gargee Roychowdhury, Manobi Bandyopadhyay and Sohini Sengupta come together once again along with Imon Chakraborty and Sudeshna Roy inviting women to #BringaSisterAlong this Pujo. The short video is based during the days leading up to Pujo where we see women from different walks of life: a banker, a sex worker, a cancer survivor, a transgender and an unlikely but heart-warming friendship between a woman and her ex mother-in-law. Through shared stories that intertwine their struggle and survival, the campaign talks about women empowering women and standing with each other with a call to inclusion.
The Double Dot Sindoor – is the symbol of modern day sisterhood – that stands out in the monochromatic video that is backed by powerful beats of the Durga Puja drums (dhaak). With this edition, TOI aims to extend the campaign by reaching out to pandals across the nation; encouraging readers to host an inclusive Sindoor Khela and “Bring a Sister Along”. The campaign urges everyone to celebrate an inclusive Sindoor Khela where everyone is invited and feel included, and discard the tags of transgender, widow, lesbian, divorcee, separated, married and so on. TOI is also encouraging readers to share stories and pictures of their inclusive celebrations, which can be shared via social media.
Commenting on the launch, Sanjeev Bhargava, Director, Brand TOI, said, “The Sindoor Khela #NoConditionsApply initiative launched last year was a resounding success. True to our brand philosophy, we were able to seed a positive change in the age old tradition of exclusion of the marginalised women in our society. This year we want this initiative to gather the momentum of a movement. This year, more and more pujo committees are requested to throw open their doors to all marginalised sections of women in our society and women are encouraged to bring a sister along. A sister that has thus far been excluded from the wonderful celebration of Sindoor Khela. The Times of India continues to provide thought leadership on hundreds of issues that need redressal and continues to live up to its brand promise of ‘Change Begins Here’.”
Speaking about the launch of the next leg of the campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka India said, "Following the massive success of the launch and initiation of #NoConditionsApply campaign last year, we are proud to take it up a notch this year and extend the reach of the thought beyond Kolkata and to many more cities across the nation. Together with TOI, the aim this year is to bring the entire nation together and echo the same message #BringASisterAlong, and celebrate an all-inclusive Sindoor Khela. We look forward to another successful run and hope that this year we are able to unite the entire nation to celebrate the power of womanhood."
Critically acclaimed actor Rituparna Sengupta said, “I am really happy to be a part of this wonderful campaign especially since I feel very strongly about the cause. All credit to Times of India for coming up with such a great idea and giving us an opportunity to bring about a change. I hope that people will support us in this initiative and help us take it to the next stage, to numerous pandals across. It fills me with pride that I was able to be a part of something like this, I would love to extend my support in any way possible in making this a Global Movement.”
The first edition kick-started with a heartwarming slam poetry titled “Sindoor Khela: #NoConditionsApply”, narrating stories sharing the perspective of women who have been sidelined by society and find themselves unwelcome to the festivities of Durga Puja. The video struck such a chord with the masses that it crossed 6 mn views with a 20 MN campaign reach across social media. Following which, one of the most revered Durga Pujo organizers in Kolkata, Tridhara Sammilani was brought on board to host an all-inclusive Sindoor Khela - a custom that is traditionally reserved for married women - by inviting widows, single mothers, sex workers, LGBTQ folks and anyone who might be considered as an outsider to join them in celebration.
This celebration of women from all walks of life resonated with people across the world including personalities from the Indian film fraternity like Bipasha Basu, Taapsee Pannu, national award winner Srijit Mukherji, music maestro Shekhar Ravjiani among many others. The effort was also lent support by luminaries like Vidya Balan and LGBT activist Laxmi Narayan Tripathi.
The first leg of the campaign was lauded with a number of prestigious awards like the Gold Glass Lion; which is the Lion for Change along with 3 other Lions at Cannes Lions International Festival of Creativity, Gold at CLIOS, a Yellow Pencil at the D&AD, the Glass Grand Prix - The Award for Change category at the Spikes Asia, Best CSR Award at the South-Asia Laadli Media Awards for Gender Sensitivity 2017 and other metals at the One Show Awards, New York Festivals Awards, Abby Awards and the Grand Emvie.
exchange4media Group Service