Noorings: ZenithOptimedia may have won Reckitt, but the battle has just begun

Finally, Reckitt Benckiser is speaking officially about the media AOR moving to ZenithOptimedia. ZO may have added the business in India, but it remains to be seen how the agency will manage the account, given the terms of the media pitch.

Noor Fathima Warsia 10-January-2011

Noorings: ZenithOptimedia may have won Reckitt, but the battle has just begun

The Reckitt Benckiser media pitch was one of the most talked about media pitches of 2010 and, as anyone aware of what was happening in the industry would know, not for the right reasons. The controversial pitch had a controversial culmination. There were many developments in the year that the exchange4media team was the first to break, but this one in particular – both the news of the pitch and of the decision to hand the business to ZenithOptimedia – literally had our phones ringing off the hook. First, it was about how did one even think of such terms, and second, how ZenithOptimedia would make anything from this business.

ZO officials were extremely tight-lipped when we were speaking to them end November – the report was broken on December 3, 2010, and Reckitt gave an official confirmation on January 4, 2011 (and people ask us why don’t we wait for official confirmations!) The incumbent MPG was clear that they would speak only when the client was saying anything, though MPG clarified to us that it did not participate in the pitch process. But this was one pitch that had the lowest possible attendance from media agencies. In time to come, whenever the Advertising Agencies Association of India (AAAI) would speak of instances where the industry got together for a cause, this would be one example where agencies stood united. And AAAI diktat to agencies to stay away from the pitch played its role in ZO’s favour. ZO participated citing the reason of global affiliation. And the agency ended the year on a high too – Reckitt Benckiser, a large client, especially on mediums like television, was in their pocket.

But the big question is – how will ZO make this business profitable given the terms of the pitch?

Even though there never were official confirmations, but discussions at AAAI put out three points – a) Any agency that wanted to participate in the pitch had to pay an amount of Rs 3 lakh; b) The deal had to be CPRP linked once again, which is to say, that the agency has to guarantee certain ratings for a certain cost; and c) The agency would give Reckitt 2.5 per cent commission from broadcasters till December 2011. Simply put, sharing the Agency Volume Business (AVB), as some people call it. The AAAI officials were against each of the three points. Reckitt itself has not commented or confirmed on these, and neither has ZO. But one cannot deny that this was a pitch with some very tough conditions, not only from an individual agency viewpoint, but also from an industry viewpoint.

A very senior person from the business explained to me that from a ZO standpoint, India operations may not make any money from the business, but it would help in other markets. I am not sure how true that is, but ZO hopefully has worked that out if, in fact, that is the scenario, the ‘other markets’ are ensuring ZO India operations don’t suffer.

Just a couple of months before ZO came in the picture as the winner, it pretty much looked like MPG would retain this business (not sure how good that would look on Reckitt after having raised hell over the pitch) and with the Havas-Percept buying JV in place, perhaps something would have worked out for Reckitt. But that clearly was now what Reckitt had in mind. ZO, and VivaKi for that matter, is sure to have an interesting 2011 – Reckitt is won, and it would add volume, but what else is the agency getting?

If Reckitt continues to move like it does, I guess one would know soon enough.

Also read:
ZenithOptimedia seen as the favourite to win Reckitt Benckiser media biz
 

 

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BharatMatrimony unveils new "Find Your Equal' TVC featuring MS Dhoni

BharatMatrimony will soon launch a 360 degree marketing campaign featuring ads to target singles of marriageable age across TV, print, radio and outdoor.

exchange4media Staff 12 hours ago

MSDhoniBharatMatrimony

BharatMatrimony has launched a TV commercial “Find Your Equal”, featuring iconic sportsman MS Dhoni, which sharply focuses on women’s right to equality in a relationship.

Featuring MS Dhoni, the TV commercial depicts him as an equal partner as he shares an equal relationship in all aspects including taking key decisions jointly with life partner, sharing household chores and parenting responsibilities besides giving her space to do her own things.

Speaking about the “Find Your Equal” campaign, Murugavel Janakiraman, Founder and CEO – Matrimony.com said, “BharatMatrimony is constantly looking to break new ground and change the social perspective about relationships and marriage. We understand and believe that marriages are happier and successful when there is equality in the relationship. The insight came from consumer interactions and through surveys on social media. It is BharatMatrimony’s endeavour to understand changing customer expectations and aspirations and to highlight the same to drive social change.”

Elaborating on it he said, “Some years from now, we want to have played a significant role in bringing about equality in relationships. We constantly strive to offer services that are relevant to customers’ aspirations and therefore you will see changes in our product that reflect the woman’s right to equality in a relationship.”

MS Dhoni, while talking about why he endorsed the brand and the concept said, “I believe in the woman’s right to equality in the relationship. I’m happy that BharatMatrimony is taking up this important cause to drive social change. I’m proud to be part of the #FindYourEqual campaign that has the potential to bring about a social change.”

Commenting on the launch of the campaign, Arun Pandey, Chairman of Rhiti Group of Companies which manages MS Dhoni said, "This is a very well thought out campaign. It fits well with MS Dhoni's real life persona of a husband and a father and we are proud to partner with BharatMatrimony in this campaign."

Planning Room which conceptualised the TVC says, “Our idea came from observing lives of married couples across social strata. Women had many concerns ...felt their partners took their opinions selectively. Their family influenced big and small things. Simple everyday work wasn’t shared equally. Every day roles played out at home had strong gender typecasting. These serious concerns were a big put off to most women of marriageable age. With the Idea - “Find Your Equal” BharatMatrimony wishes to be the voice of millions of women who seek “Equal Relationship” in their marriage. We believe when partners in a marriage value equality, they see each other as equals, treat each other with respect, consider each other's needs, and support one another while pursuing their individual interest too. The campaign features MS Dhoni who plays an equal partner much like he does in his real life. We hope this inspires everyone to find their equal.”

BharatMatrimony will soon launch a 360 degree marketing campaign featuring ads to target singles of marriageable age across TV, print, radio and outdoor.

Campaign film:

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Liberty General Insurance’s maiden TV campaign focuses on speedy claim settlement

The campaign, which has two commercials, has been devised by PointNine Lintas

exchange4media Staff 12 hours ago

Liberty

Liberty General Insurance has launched its first set of television commercials, highlighting the brand ethos as well as its health and motor insurance products and services. Through this TVC, the company aims to placate consumers’ worry on their claims getting stuck in the fine print. The campaign, ‘Milega Milega’, has been devised by PointNine Lintas and emphasises on Liberty General Insurance’s assurance of claims settlement that the consumers rightfully deserve.

The TVC is a light-hearted take on the lengths consumers struggle to get their claim settled.  In both the TVCs of motor and health insurance, the protagonist takes a journey of penance hoping his antics will ensure a claim he rightfully deserves, only to end in disappointment.

The films culminate with a message, saying that with Liberty, one need not go through such pains as one can be sure of speedy claims settlement and fair play. The TVCs also highlight the USPs of Liberty’s products and services.

Talking about the campaign, Roopam Asthana, CEO and Whole Time Director, Liberty General Insurance, said, “At Liberty General Insurance, we have a legacy of assisting our customers with integrated insurance solutions. With this campaign, we are motivating people to fearlessly go forward and avail the benefits of being an insured individual.  This campaign also marks a start of a new direction in our brand strategy and we have some exciting plans which will fructify over time.”

Speaking on the launch of the campaign, Pankaj Arora, President - Personal Lines, Bancassurance & Affinity and Marketing, Liberty General Insurance, said, “Multiple factors act as deterrent for customers in adequately covering themselves against risks, the prominent one being the fear of not getting claims. Our TVC is an effort to dispel this myth. At Liberty General Insurance, our constant endeavor is to provide seamless support in a customer’s insurance journey, including speedy claims settlement.’

Raman RS Minhas, Group Creative Director, PointNine Lintas, Mumbai, said, “The word ‘claim’ has become synonymous with ‘unsure’ – that is the default thinking in consumers’ minds today. The films are conceived to disrupt that thinking in a very quirky yet relatable manner, while associating the brand with the magical word that consumers want to hear - Milega.”

The TVCs will be aired on Sony Entertainment Television, Star Gold, Zee Cinema, Zee News, Zee Business, ET Now and Times Now. On Sony, Liberty General Insurance has come on board as Associate Sponsor for Indian Idol (for the pre-finale and grand finale episodes).

 

 

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Vistara’s new Fly Higher campaign inspires flyers to not settle for less than the best

Fly Higher’ is an extension of Vistara’s tagline ‘Fly the new Feeling’. Vistara offers travellers a flying experience like no other, thereby taking flying to the next level

exchange4media Staff 2 days ago

FlyHigher

Aiming to inspire air travelers to not settle for second best, Vistara has announced its new high-decibel multimedia brand campaign dubbed ‘Fly Higher’. The Fly Higher campaign builds on Vistara’s brand promise, which is to make people look forward to flying again, and to expect the same level of class, quality, and attention to detail in the air as they expect in their other career, lifestyle, and travel choices.

Conceptualized by Vistara’s creative agency FCB India, the creative concept of the brand campaign is based on wide-ranging customer insights suggesting that discerning customers today are not willing to settle for less than the best. Successful Indians of all ages today live a life of a certain standard – they choose offbeat and challenging careers, create their own success stories, dine at fine restaurants, wear the best brands, pick uncommon holiday destinations, stay in the most stylish hotels, and expect the best quality and service in everything they select, but when it comes to flying, there is generally a compromise to select basis simply the fare, in the absence of compelling reasons to select basis additional attributes. Vistara challenges this by giving flyers a reason to select their airline too with the same discerning eye to quality and customer experience: Why settle for second best when you can fly the best?

Fly Higher’ is an extension of Vistara’s tagline ‘Fly the new feeling’. Vistara offers travellers a flying experience like no other, thereby taking flying to the next level.

As stated in the text that accompanies the inaugural campaign ad: “Smart was never for you. You went for smarter. Your rides became faster. Your tastes became finer. Your holidays turned grander. But when it comes to flying, why settle for the same old standard? Come aboard Vistara, where we have taken flying to the next level. Where the seats are plusher, the music nicer, the food tastier, the coffee smoother, the welcome warmer, and the entire experience classier.”

The new integrated campaign is scheduled to go on-air on 14th December 2018 and will run for approximately 75 days from the launch. The campaign will be deployed across multiple platforms including digital, TV, cinema print and outdoor, aiming to target the diverse range of travelers.

Commenting on the new brand campaign, Sanjiv Kapoor, Chief Strategy & Commercial Officer, Vistara said, “At Vistara, we deliver a flying experience like no other airline in India. Our frequent flyers know this and tell us we have really made flying something they can look forward to again. We want to bring this message to a larger audience through this new campaign. You have a choice of airlines when it comes to flying – why not choose the one that aims higher, treats you better, and continues to find new ways to delight customers? Good enough is not good enough for the corporate high flyers and successful millennials of today, why not choose an airline that thinks like you do, that understands you and respects your needs? Why not Fly Higher?”

Campaign films:

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Dentsu Impact launches brand campaign for Next-Gen Maruti Suzuki Ertiga

Maruti Suzuki Arena’s brand ambassador, Varun Dhawan has been roped in to launch the Next Gen Ertiga 2018

exchange4media Staff 2 days ago

VarunNexGenErtiga

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a new integrated brand campaign for the next generation Maruti Suzuki Ertiga. Positioning the Next-Gen Ertiga as a ‘Stylish New MPV’, the campaign ‘Move together in Style’ demonstrates how seamlessly the new Ertiga fits into one’s lifestyle. Maruti Suzuki Arena’s brand ambassador, Varun Dhawan has been roped in to launch the Next Gen Ertiga 2018. Evident in the new campaign, the new Ertiga is an MPV (Multi-purpose Vehicle) that is designed to suit multiple lifestyle across a variety of customers, while ensuring enhanced comfort and power for all.

As their long-standing partners, Dentsu Impact has been involved in conceptualizing and creating this integrated campaign for Next Gen Ertiga. The campaign is tailored to fit the consumer journey on offline and digital platforms through numerous assets and smarter use of celebrity for the “digitally savvy audience”. Beyond building awareness, the campaign intends to position the Next Gen Ertiga as the most stylish MPV.

Speaking on the campaign, Amit Wadhwa, President, Dentsu Impact said, “The customer today wants style and substance bundled together. With the new Ertiga delivering style and performance, the messaging we crafted was straight and to the point. The team had great time in conceptualizing and executing the language which will certainly resonate well with the TG”.

Anupama Ramaswamy, National Creative Director, Dentsu Impact added, “The Next Gen Ertiga is a great example of how a world of style, comfort, and performance brings people together. And this idea is a celebration of the same philosophy. Needless to say, this campaign saw the team truly working together in style.”

Campaign film

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Britannia launches Crème Wafers; partners with Grey Advertising to create 2 commercials

The new product comes at the back of Britannia’s announcement to become a total foods company

exchange4media Staff 4 days ago

Britannia

Britannia Industries Limited on Thursday announced its entry into a new category with the launch of Treat Crème Wafers.

The product, which is a part of Britannia’s Treat portfolio, promises to deliver “fun- in- the- middle” of the mundane, and is available in popular flavours such as chocolate, strawberry, vanilla and orange. The products will be available in Karnataka, Tamil Nadu and Andhra Pradesh.

The new product launch comes at the back of Britannia’s announcement to become a Total Foods Company as it marks its 100 years milestone.

Speaking on the launch, Jayant Kapre, Business Head, Adjacencies and New Business, said, “Britannia is diversifying into more categories in macro- snacking, and with the introduction of ‘Crème Wafer’, we offer a quick on- the- go snack. We aim to be market leaders in a short span of time”

To announce the launch, Britannia partnered with Grey Advertising to create two commercials.

Speaking about the film, Gautam Bhasin, Group Creative Director, Grey Bangalore said, "The idea for the films came from the insight that children are great at spinning yarns. Their imagination is akin to the product attribute of wafers, one layer on another. So, in the film we let the kids create layers of fun, drawing a parallel to the structure of the wafer."

Campaign Credits:

Creative Agency: Grey Advertising

Chairman: Yashaswini Samat

Chief Creative Officer: Sandipan Bhattacharyya

Production house: QED Films

Director: Abhijit Chaudhuri (Dadu)

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L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

The mandate would be managed out of the agency’s New Delhi office

exchange4media Staff 4 days ago

L&k saatchi & Saatchi

Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won by the Publicis Groupe-owned agency.

 

The mandate would be managed out of the agency’s New Delhi office and would span the gamut of offline and online mediums including television, print, outdoor, radio and digital.

 

Abhyuday Jindal, Managing Director, Jindal Stainless Ltd., said, “Our aim is to bring JSL close to the consumer’s heart, as a brand. We want the consumers to be aware of the versatility of the metal, the role it can play in their lives and that it is not just limited to industrial usage. This provides us with the task of reinventing the way we communicate about the brand and to do that, I whole-heartedly welcome Law & Kenneth Saatchi & Saatchi as our strategy and communication partner in creating this new approach.”

 

Commenting on the appointment, Ajey Shiledar - CMO, Jindal Stainless Ltd., said, "We are delighted to appoint L&K Saatchi & Saatchi as our creative agency. The team took pains and initiative to understand our business, as it straddles between B2B & B2C space; and will be working closely with us to develop an impactful communication strategy for India. We are confident that the strategy will enable us to build relevance in consumer’s life for Stainless Steel as a category, expand its usage and create preference for the brand Jindal Stainless in B2C as well as B2B space."

 

Anil Nair – CEO & Managing Partner, L&K Saatchi & Saatchi, added: “The ambition of redefining a category is challenging and exciting. And we’re looking forward to doing the work that is going to do deliver that.”

 

Jindal Stainless is aiming at a 9 per cent growth in volumes in the current fiscal driven by rising demand for stainless steel in the automobile, railway, transport, architecture and consumer durables industries. The group sold about 1.5 million tonnes of stainless steel in FY18 (2017-18).

 

Jindal Stainless ranks amongst the top 10 stainless steel conglomerates in the world.

 

 

 

 

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Fastrack launches new campaign film for Fastrack Reflex Wav

Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls

exchange4media Staff 5 days ago

FastrackReflexWav

Fastrack’s latest introduction to the smart category is the new feature-packed Reflex Wav. It’s the world’s slimmest smart band with gesture controls.

The need of hour for the youth is to be constantly in control in their lives. This band uses a simple gesture of twisting your wrist to bring alive the thought of – Its all in your hand. The film uses horror, the flavour of the season to bring out a very cutting-edge technology in light and Fastrack manner. Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls.

The film is set in an eerie campsite by the lake. The key protagonist, the girl, uses an Ouija board to call a spirit. The group of friends around are very skeptical initially on the presence of a spirit around. She seamlessly uses the gesture of twisting her wrist to change the music on her phone placed on a dock. The constant switching of songs adds to the eeriness of the surrounding. It makes the group of friends, especially the male protagonist believe the presence of something supernatural around and he instantly reaches for the girl for comfort. She smartly uses the gesture feature of Reflex Wav to prank her friends and is very successful at the end of it.

The commercial cleverly brings out the gesture control feature of the new Fastrack Reflex Wav in a funny and light manner.

Speaking about the campaign, Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories, Titan Company Limited said, “At the heart of it, the Fastrack Reflex Wav is a true innovation, its features and build quality is a first to the market. Reflex Wav while the slimmest smart band with a display, also introduces 'gesture control technology' to the consumer, unabashedly. This gesture control feature helps one change music and take pictures with a simple twist of the wrist."

"Fastrack has always met the ever-changing needs of the youth with offerings that fulfill their aspirations. All across the globe, youth today want to enrich their lives with meaningful experiences, be it their choice of music, taking selfies or owning the latest tech gadgets. And true to the brand's codes, the ad introduces this revolutionary product in a very relatable, youthful and cheeky manner,” Mitra added.

Commenting on the new product, Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited said, “The youth today rely on technology for even the smallest tasks. We constantly look at upgrading our smart bands to simplify lives. Today, being able to track your sleep, activity tracking, etc, have become must-haves in all smart bands. Hence, our latest offering needed a differentiator that adds value to their lives. The Reflex Wav, uses cutting edge technology to control music, camera etc with a simple gesture of twisting the wrist. The film brings this feature alive in a very light, humorous and Fastrack manner.

Arun Iyer, Chairman and Chief Creative Officer, Mullen Lowe Lintas Group, said, “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavor of this year.”

While Hari Krishnan, President, Mullen Lowe Lintas, added, "Reflex Wav is a first of its kind product from Fastrack. The challenge was to bring alive the technology in a Fastrack way. For today’s youth, a mere swipe of the finger can lead to interesting outcomes. In its own inimitable way, Fastrack tells the youth that a mere twist of the wrist can lead to exciting twists in life."

Campaign film:

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Himalaya Lip Care’s ‘Ek Nayi Muskaan’ campaign raises awareness for kids with clefts

The film has been created by creative agency Roadrunner Productions

exchange4media Staff 5 days ago

Himalaya

Himalaya Drug Company has launched a new campaign – ‘Ek Nayi Muskaan’ as part of its social impact initiative, ‘Muskaan. Through Muskaan, Himalaya Lip Care has been helping to raise awareness about cleft lip and palate and supporting free cleft treatment for underprivileged children, in partnership with international cleft charity, Smile Train.

“Ek Nayi Muskaan” is a heartwarming story of eight-year-old Munmun, who lives in a small village near Lucknow. She dreams of going to school, playing with friends, and living a fulfilling life like any other child. However, her untreated cleft lip has kept her in hiding. Even in her dreams, she can’t think of herself without a cleft and hence imagines wearing a mask to fulfill her aspirations. The film captures the transformational journey of Munmun, as she receives her life-changing cleft surgery.

The film has been created by creative agency- Roadrunner Productions. The catchy song has been sung by renowned actor and singer – Raghuvir Yadav.

Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company, said, “Through our partnership with Smile Train, Muskaan aims to help raise awareness about cleft and ensure that more children receive the cleft care they need at a younger age. A smile is an expression of happiness, and with “Ek Nayi Muskaan”, we intend to create more smiles by helping children achieve their dreams and live a fulfilling life. This initiative reflects our overall brand thought - “Khush Raho Khushaal Raho” that captures our vision of ‘Wellness in every home, Happiness in every heart’.”

Highlighting the need to generate awareness around cleft, Mamta Carroll, Vice President and Regional Director, Asia, Smile Train, said, “In India, more than 35,000 babies are born with a cleft every year, and around 6,000 are from Uttar Pradesh alone. Children with clefts not only live in isolation due to various myths and superstitions that exist in our country, but more importantly face difficulty in eating, breathing, and speaking. With support from our individual donors and organizations like The Himalaya Drug Company, these surgeries are taking place absolutely free of cost at Smile Train’s local partner hospitals. We are proud to be partnering with Himalaya as a part of this noble initiative and look forward to supporting many smiles together.”

Rahul Bharti, Creative Director, Roadrunner Productions, said, “This is the second Muskaan campaign for us and this time we wanted to take a different route all together. We wanted the audience to not just be sensitised towards the hurdle the young girl faces but to also become aware of the fact that a small step by the brand can have such a colossal impact on her life. To realise that neither dreams and aspirations nor the desire to look and feel beautiful ever be concealed.”

The film was launched at an event with actor and Smile Train ambassador Ali Fazal.

He said, “Children are pivotal to our future, and there should be nothing that deprives them of true happiness. ‘Muskaan’, the initiative of bringing forever smiles to children with clefts is an important and necessary cause that ensures a bright future for the children as well as their families. I am extremely happy and lucky to be a part of this journey of spreading happiness and smiles.”

Through the Muskaan initiative, more than 500 children have received cleft surgery to-date, the company said.

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Nykaa and Peanut Butter partner to launch new ‘Beauty Anytime, Anywhere’ campaign

The campaign includes six slice-of-life films that tap into the nuanced consumer behaviour and focus on product category attributes and impulse purchase pattern of consumers

exchange4media Staff 5 days ago

BeautyAnytimeAnywhere

Nykaa and Peanut Butter have teamed up to kick-off ‘Beauty Anytime, Anywhere’ campaign with a series of digital ad films.

All six films have a relatable storyline, and feature situations that many of us encounter in our daily lives. The films convey their message with a sincere tone and simple storytelling; and with clean visuals and real characters, they give the viewers a sense of déjà vu. The idea was to use real-life situations to make the films very relevant and relatable.

Speaking about the campaign, Hitesh Malhotra, Chief Marketing Officer, Nykaa, “Today consumers prefer quick, bite-sized information and clever video content that packs in original flavour. Because consumers are continuously bombarded with irrelevant, nonsensical content 24x7, there's a lack of patience. We have managed to cut the clutter with our campaign and are extremely happy with how the films have turned out.”

Adding to this, Gulrayz Punjabi, Creative Head & Founder - Peanut Butter says, “We loved the idea of conceptualizing and creating these fun films to capture consumer quirks when it comes to making beauty buys. Nykaa's brief about the films was crisp and clear right from the beginning. When we first presented the film concepts, Hitesh was on-board immediately and contributed at every step in the creative process. Since these are byte-sized commercials, we wanted to keep the communication simple and straightforward. Peanut Butter managed to deliver quality films in a cost-effective manner.”

Ketki Lonare, Director of the films said, “We had a wonderful time working on these films. What got me hooked on to the project was that the communication was personal, frank and to-the-point. The films have a candid quality to themselves and have managed to effectively convey the message. We must add that Aayush Dua, EP for Peanut Butter was great in the production and we at Peanut Butter are grateful for the opportunity given to us by Team Nykaa.”

See the campaign films below:

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Thrive Global launches editorial campaign Believe

The launch was kickstarted by a conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja

exchange4media Staff 5 days ago

Thrive

Thrive Global India, the behaviour change media and technology company, launched its editorial campaign 'Believe', which will tell extraordinary stories of finding and nurturing belief in situations that at the outset appear bleak. This was kickstarted by an honest conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja.

 At JW Marriott in Mumbai, the evening began with an insightful panel discussion where bestselling author Amish and award-winning filmmaker Ashwiny Iyer Tiwari discussed the role of ancient wisdom in their lives and the importance of inner voice and self-confidence in battling life's challenges. Amish warned against the problem of multitasking and doing anything in excess. “We can't juggle all the balls. We have to prioritise what's important in life,” he said. Ashwini Iyer Tiwari spoke about the various roles women perform in their lives, the ensuing guilt, and the importance of taking time off for themselves.

 After the discussion, Arianna Huffington and Sonam K Ahuja transfixed the audience with a riveting discussion about rejection, staying authentic and centred. Sonam K Ahuja said, “As an artist, there is always a fear of judgement. Everything you put out there has to be validated and the only way to navigate it is by having an incredible amount of self-belief.”

 ‘Believe’ is a pressing and heartfelt initiative by Thrive Global India in a polarised world that is in need of “belief”. The campaign is focussed on embracing resilience, self-belief, drawing inner strength to fight challenges, and allowing hope to preside over the negativity in the world.

One such story of belief is of Niranjan Mukundan, India's leading para-swimmer, who was born with Spina bifida, but the disability was no barrier for the athlete who would wade tough waters to become a Junior World Champion. Multiple such stories of self-belief and resilience will be featured on the Thrive Global India's media platform in a dedicated section on www.thriveglobal.in.

On the launch of the campaign, Arianna Huffington said, “I am extremely delighted to announce the launch of the Believe Series. The campaign aims towards encouraging reflection and contemplation. The stories of self-belief and hope are exceptionally moving. These stories imbibe the message of always believing in yourself and with that you can said conquer the unknown.”

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