Reporter’s Diary: Paint me Tri-Colour; Cricket’s on my mind

Preeti Hoon discusses how one of India’s ruling religion-cum-sports unites a whole country…

Preeti Hoon 02-April-2011

Reporter’s Diary: Paint me Tri-Colour; Cricket’s on my mind

Sachin Tendulkar. I am making a deliberate attempt here to begin writing my Diary and dedicate it to the man whose name strikes me whenever I think of India, Indians, and world cricket. What a legend this man is! The World Cup title is not just his dream, it is not just that one milestone which is missing from the hefty record book and cricketing legacy he will leave behind for Indian cricket, it is a dream of over a billion people who want to see the legend lift it up at his home ground – the Wankhede Stadium in Mumbai. Pinch me, shake me till I come to my senses, because ladies and gentlemen, it just can’t get better than this!

And this is not a Diary of a journalist but a diehard Indian cricket fan. As Team India inches closer to the World Cup ’11 win, I wish I suffer from this ‘patriotic noise pollution’ every time India goes out to play Pakistan. I didn’t feel at work last week at all. Reason? First, the reigning World Cup champions were the shown door by us (taking the liberty to use ‘us’ and ‘we’ instead of India here) and now, Pakistan, for it was the biggest blockbuster expected this season. The entire week went by waiting for the big one on Wednesday and it almost sounded like preparations for Diwali.

I can recall and clearly remember India’s last outing in World Cup 2009, when they were ousted by minnows Bangladesh, shattering more than a billion hopes. But this time around, we stand proud in the finals against the Lankans and that too on our own soil. We have it all – Tendulkar’s experience, Dhoni’s charisma and luck and Yuvraj and Zaheer’s consistency throughout the tournament (I still can’t get over Nehra’s inclusion in the playing squad, though) – there’s no chance we aren’t repeating the 1983 WC history!

Well, talking of history, I’m sure the moolah-makers affixed to the world’s most watched and celebrated cricketing extravaganza are in for some good times too. Ratings and the numbers game get the advertisers to ride the World Cup wave and their plans would only intensify when India plays Sri Lanka in the year’s most awaited sporting clash. After all, it is all about money, honey, and Dhoni!

To make an observation, social media then wasn’t as important a part of our lives as it is today, but it has made a difference and given a whole new meaning to patriotism and unity. There was a time when friends made plans and gathered over India-Pak matches, and today, we are in an age where we unite by ‘likes’ and cheer for Team India by tweets. Not bad!

At times I wonder, what do we get when 11 men in a cricket team representing a nation beat another set of men performing the same duty? But then I realise, we live in India and here, when it comes to sports, you are either a cricket fan or sports is of no importance to you, the former being the most definite choice by birth, while the latter is seeing drastic changes, thanks to players like Saina Nehwal (badminton), Vijender Singh (boxing), and Akhil Kumar (boxing), to name a few.

So, going by my birth and emotional right, I await the moment we all are desperate for. Let’s put to rest our thoughts of the 2003 World Cup finals as the Aussies are already back home, and win the Cup this time. Let’s win it for no one else but the man himself – Sachin Tendulkar. And yes, I do want to break my hand just one more time when I will go berserk seeing the Indian team clinching the historic trophy.

 

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Hindware Atlantic Water Heaters launches first TVC campaign- ‘Fresh Hot Water Saalon Saal’

Conceptualised and created by DDB Mudra, the film features Bollywood actor Mukesh Tiwari and highlights how corrosion and dirty deposits can impact the longevity of a water-heater

exchange4media Staff 10 hours ago

HindwareAtlanticad

Hindware Atlantic, one of the fastest growing water heater brands in the country, has announced the launch of its first ever TVC campaign for the Ondeo Series ‘Fresh Hot Water Saalon Saal’.

The TVC highlights the industry-first and patented O'Pro Protection Technology and Titanium Core Shield of the Ondeo range which prevents internal corrosion, thereby enhancing the life of water heaters.

Conceptualised and created by DDB Mudra, the film features Bollywood actor Mukesh Tiwari of Golmaal and Ganga Jal fame and captures how corrosion and dirty deposits impact the longevity of a water-heater in a light-hearted neo-mythological format.

Hindware is taking a multi-prolonged marketing approach for the commercial through various platforms such as Electronic and Digital. For a wider reach, the TVC will be aired on key regional channels in languages like Bengali, Kannada, Tamil, and Telugu including prominent Movies and News channels.

The film focuses on the inner corrosion of water heaters and attempts to provoke a thought in a light-hearted neo-mythological manner with loveable characters. The commercial opens with a young man about to enter the shower encountering a “Zangraaj” - ‘God Of Dead Appliances’ who reveals how an ordinary water heater gets corroded and dirty deposits are formed inside the tank over the years. Then he gets a solution in the form of Hindware Atlantic Ondeo range of water heaters. 

Speaking about the campaign, Rakesh Kaul, President, Consumer Products Division, and CEO, Evok Retail, HSIL Limited, said, “We are excited to launch the first ever TVC campaign for Hindware Atlantic featuring ‘Ondeo’ water heaters. The phenomenal growth of Hindware Atlantic Water Heaters stand testimony to HSIL’s strong legacy of understanding consumer requirements and matching it with superior technological solutions. Over the past xx years, the business has grown substantially and today is a key contributor to the Consumer business. Through the TVC, we want to highlight our patented O’Pro Protection Technology which is a differentiated offering designed to ensure additional protection to the tank and heating element against corrosion.”

Commenting on the commercial, Subhashish Datta, Executive Creative Director, DDB Mudra North said, “Most of us have never wondered about how the insides of a water heater look after years of use, or about the freshness of the water dispersed from the appliance. Our team actually did that. For our initial research, we split opened some old water heaters to gauge the situation inside and what we saw was unsettling. The view shocked us, and that is what we have tried to capture in our story line, but in a light-hearted way.”

Campaign video:

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Dhoni endorses BharatMatrimony

BharatMatrimony will soon launch a 360 degree marketing campaign featuring ads to target singles over 18 years across TV, print, radio and outdoor

exchange4media Staff 13 hours ago

dhoni

BharatMatrimony, the online matrimony brand, has roped in Indian cricketer Mahendra Singh Dhoni as its brand ambassador.

Talking about the association, MS Dhoni said, “I’m happy to be associated with the iconic internet brand BharatMatrimony. It is the most trusted and successful matrimony brand which has helped millions of Indians find a life partner over the last 18 years. I’m proud to be associated with a trusted brand that has created millions of happy marriages. This is a definitely a good partnership.”

Murugavel Janakiraman, CEO - Matrimony.com, said, “We’re proud to be associated with MS Dhoni, an iconic sportsperson. We feel it’s a good fit because he’s an inspiration for millions of youth because of what he’s achieved for the country through his admirable leadership qualities. Dhoni also inspires through his happy marriage, his caring dad and loving husband image." 

Commenting on the association, Arun Pandey, Chairman of Rhiti Sports, which exclusively manages MS Dhoni’s commercial endorsements, said, “One of the key elements of the Wedding Industry is the trust of the consumers and we are happy with the way BharatMatrimony has gained it. I am confident this partnership with MS Dhoni will do well in the days to come.”

BharatMatrimony will soon launch a 360 degree marketing campaign featuring ads to target singles over 18 years across TV, print, radio and outdoor.

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Hyundai’s #SwachhCan film promotes cleaner roads

The film talks about Swachh Can, a portable bin that has been introduced in all Hyundai cars under the ‘Swachh Move’ CSR Pillar.

exchange4media Staff 2 days ago

Hyundai

Hyundai Motor India Ltd. has released a new film promoting clean roads for cleaner India. The film encourages car users to keep the roads clean and use responsible waste disposal ways such as Swachh Can which comes as a standard fitment in all Hyundai cars.

 

Commenting on the release of the new film, YK Koo, MD& CEO, Hyundai Motor India Ltd., said, “As a responsible manufacturer and in-line with the nationwide Clean India movement, our new film aims to promote and encourage responsible behaviour towards non-littering on the roads. Under our CSR Pillar, Swachh Move - ‘Swachh Can’, is an innovative activation playing a significant role in spreading awareness towards keeping the Indian roads clean. This festive season, we persuade all car users to be responsible citizens contributing towards the Clean India initiative.”

 

Swachh Can, a portable bin has been introduced in all Hyundai cars under the ‘Swachh Move’ CSR Pillar for India. Since March 01, 2018, all Hyundai cars come with factory-fitted Swachh Can.

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Dish TV's D2H launches ‘Alag Hi View’ campaign

The campaign has been conceptualised by Mullen Lintas Lowe Group and is now live across India.

exchange4media Staff 1 day ago

D2H

Dish TV India Limited has launched a new brand campaign for its D2H brand titled ‘Alag Hi View’ for the festive season.

The campaign aims to highlight the younger, innovative avatar of D2H brand, bringing out its technologically advanced offerings and customer-centric solutions. With this campaign, D2H is providing a variety of offers to customers for the festive season. Now, new customers can opt for Standard Definition and High-Definition connections with 100 percent special cashback offer that includes a set top box along with a popular recharge pack, starting at just Rs 2100 for SD connection, Rs. 2500 for D2H HD connection and Rs 2600 for HD with RF Remote connections.

With the cashback offer, customers can redeem the full offer amount from their D2H payment account for up to 12 months. The core idea of the TVC is that technology isn’t just simplifying the life of our core customer base of young people, it is making them more aware, opening up their minds, and it helped them have a very different point of view. This is the core insight around which the brand platform was built. It captures the mind-set of this audience and the brand’s philosophy in one evocative line -‘Alag Hi View Hai!’

The current TVC highlights how D2H offers something different and how that enables the consumer to have a different point of view either in life or when it comes to watching television. The campaign brings alive the different product/service offerings D2H has in a youthful, vibrant way.

The new campaign ‘Alag Hi View’ highlights the unique offerings of D2H brand for this festive season. The TVC ‘Alag Hi View’ has a montage of situations with Diwali festival as the backdrop and showcases D2H bringing families and friends together with D2H’s varied offerings. The product window includes D2H’s technologically advanced products such as Smart Remote Mobile App, Radio Frequency Remote and HD STBs.

Commenting on the new D2H campaign, Anil Dua, Group CEO – Dish TV India Limited said, “Our D2H brand believes in giving our customers technologically advanced solutions to enhance their TV viewing experience. Through this new campaign ‘Alag Hi View’, we would like to highlight the unique customer experience and technological solutions offered by D2H platform in India. D2H is transforming the way we watch television, with its advanced Smart Remote Mobile App, RF Remote, HD STBs and now taking forward our vision of providing customers with a robust and enhanced television viewing experience. Adding to its unique technology solutions is a unique cashback offer this Diwali, with which we wish to light our customer’s TV viewing experience this Diwali.”

Speaking on the new campaign, Sugato Banerji, Corporate Head – Marketing, D2H brand said, “The hero of the new D2H campaign is our very different Diwali offer. In the process, we are also positioning D2H a technology driven brand for the younger tech-savvy generation. Today’s gen X is about having a perspective, a view,and an opinion. This campaign celebrates this spirit.”

Speaking on the new campaign, Arko Bose, Group Creative Director, Mullen Lintas Lowe Group - said, “’Alag hi view’ mirrors the thought process of the youth today. They have different perspectives and different ways of doing things, meandering away from traditional approaches. With television viewing evolving itself in distinct ways using the plank of technology, we feel that the campaign finds a sweet spot in balancing youth-speak and brand philosophy.”

Campaign video:

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Anchor by Panasonic unveils new brand positioning with humorous campaign films

The 'Naye India ke badhte load ke liye’ campaign highlights Anchor by Panasonic’s product offerings featuring the latest Japanese technology

exchange4media Staff 2 days ago

AnchorbyPanasonic

Anchor by Panasonic, one of India’s leading manufacturers of electrical construction materials, has launched its new campaign ‘Naye India ke Badhte Load ke Liye’. With the advancement and accessibility of technology, there has been a growing demand for new-age electrical appliances. However, in the process of building a dream home packed with high-tech electrical devices, one often overlooks the most important measure – using sustainable quality wiring and MCB (switch gears).

The campaign takes a humorous route to highlight how Anchor by Panasonic’s superior product offerings, which feature the latest Japanese technology, are designed to meet new India’s growing demand for new-age electrical appliances.

Anchor by Panasonic’s wires and cables are built with high current-carrying capacity that safeguards all connected devices and heavy appliances even during prolonged usage. Anchor by Panasonic’s MCBs are made with the fastest trip mechanism which ensures the timely protection of connected appliances and homes from overloads, short circuits, and leakage current. Conceptualised by Leo Burnett India, the campaign films emphasise on the fact that India’s only electrical ‘Super Brand’, Anchor by Panasonic, offers security and quality with the latest Japanese technology to suit every customer’s requirements.

Commenting on the launch of the integrated campaign, Vivek Sharma, MD AEPL said, “Anchor Electricals’ Indian heritage and products coupled with Panasonic’s Japanese technology and innovation empower us to provide our customers with a vast range of high-quality electrical products. With the “Naye India ke Badhte Load ke Liye” campaign, we plan to position Anchor by Panasonic as a brand that is familiar with modern India’s expectations from its electrical devices and showcase how the customers benefit from our offerings. Anchor by Panasonic is India’s brand of choice for switches and through this campaign, we aim to make Anchor by Panasonic synonymous with switchgear and wires and cables too. The future of electrical product market is very promising, with great opportunities in the utilities, industrial, residential, and commercial sectors among others, we at Anchor by Panasonic are well prepared to deliver and own the Indian electrical space on the back of our unique product offerings”

Speaking about the campaign, Rajdeepak Das, MD - India & Chief Creative Officer - South Asia, Leo Burnett said, “The ‘Naye India ke Badhte Load ke Liye’ positioning accurately sums up the need gap that Anchor by Panasonic is trying to fill with its high-quality wires and cables, and MCBs. I’m very happy with the creative thought and how it has translated into an almost eccentric execution. As is a given with all our work, we have transformed the brief into a Humankind idea, and the result is for all to see.”

Wires Film (BBQ grill)

The film opens with the turning of the dial of an electric grill, with the coil heating up to a glowing red as Mr. Sundar Saxena, a middle-aged man, prepares barbecue delicacies for a room full of people. As the people are shown socializing and enjoying the food with Mr. Sundar proudly walking amidst his guests, the voiceover narrative tells his story of being a blabbermouth who overnight realised his passion and talent for cooking making him popular within the society. Everyone is shown to be gathered around Sundar reaching out for the kebabs on his plate, and at that instant, there is a sound of burning and crackling in the background taking everyone by surprise. The smirk instantly disappears from Sundar’s face as it is shown that the cables had a short circuit due to the excessive load of the barbecue grill. The sequence progresses to show a room filled with awkward silence with everyone staring at the damaged grill, as all the guests empty out the plates, and leave. With the sound of the charred wires in the background, the burnt black wires are brought in focus. The film cuts to a sequence showing the durability and technology of the Anchor by Panasonic wires with the voiceover narrating, “Isliye naye India ko chahiye Japanese technology ke Anchor by Panasonic ke wires. Jinke high current carrying capacity handle kare har load. Anchor by Panasonic Naye India ke Badhte Load ke liye.” With the concluding shot showing the old wires to be replaced with Anchor by Panasonic wires.

(Jacuzzi)

The film opens with all its focus on an inviting jacuzzi as Kamal(man) drops his robe and comfortably settles in the Jacuzzi. Within no time he makes the Jacuzzi his home doing his daily chores, from sipping onto tea while skimming through the newspaper to working on his laptop dressed in formals with documents all over the place to binge-watching and munching on some popcorns to jamming to his favourite music. The film cuts to a scene where he is enjoying his bubble bath and scrubbing himself when suddenly there’s a power cut due to the excessive load on the MCB box and Kamal along with his son stand puzzled staring at the smoke coming out. The voiceover narrates, “Isliye Naye India ko chahiye Japanese technology wale Anchor by Panasonic ke MCB. Jinka fastest tripping mechanism handle kare har load,” with Anchor’s MCB by Panasonic being displayed in the video. ‘Naye India ke Badhte Load ke Liye’ campaign will be deployed across multiple consumer touch points that cover traditional, digital and experiential media with an intent to drive behaviour change at a consumer and shopper level.

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MS Dhoni and Officer’s Choice Blue salute all those who walk the right path in life

Officer's Choice Blue Snacks has launched a new TVC created by Metaphor Communications

exchange4media Staff 2 days ago

Dhoni

Officer's Choice Blue Snacks has launched its new TVC campaign featuring Mahendra Singh Dhoni.

Created by Metaphor Communications, the 45-second film begins with M S Dhoni acknowledging and saluting all who do not, and did not, resort to any ‘setting’ in life.  Dhoni then walks us through slice-of-life situations, lauding the honesty of people who have not done any ‘setting’ to achieve their goals. The film smartly covers relatable issues of college admissions, traffic penalties, business contracts and elections. It also touches on social issues such as dowry and reinforces the importance of making the right choice. The TVC ends with the acknowledgement of, ‘Salute Toh Banta Hai’, for people who have not done any setting. For them, the end does not justify the means, #SettingNahiKi.

The company, in a statement, said Officers Choice Snacks has stood for the core human value of integrity and doing things right, and M S Dhoni mirrors the very same virtues. Dhoni is known for his calm and collected demeanour, his ability to make the right choices on the field as a cricketer and in life . His personality finds resonance with the positioning on righteousness of Officers Choice Snacks.

Commenting on the association, Ahmed Rahimtoola- Head Marketing- Allied Blenders & Distillers says, “Officer’s Choice Blue snacks has always stood for a strong sense of purpose. Positioned on the platform of righteousness, the brand has built a distinctive personality around honesty and integrity. MS Dhoni as a brand, embodies similar values and we found a strong fit to pursue this engagement. We’re hoping #SettingNahinKi’ becomes an inspiration for people to walk the right path, no matter how harsh the challenge appears to be.”

When asked about the campaign, M S Dhoni said, “Life is all about the choices we make; and those who make the right choice deserve a salute. I’m glad Officer’s Choice Blue Snacks is inspiring people to always stay “righteous” in walks of life, regardless of the difficulty of situation and severity of demands.”

Arun Pandey, Chairman of Rhiti Sports that manages MS Dhoni’s commercial interests, said “The whole nation looks up to MS Dhoni as an inspiration and this campaign is a sincere effort to laud the honest people of this country to chase their dreams the right way.”

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Star Sports' campaign celebrates ‘Women in Blue’ as ICC Women's World T20 2018 kicks off

The TVC highlights the emotions that girls across the world go through when it comes to stereotypes attached to playing sports

exchange4media Staff 2 days ago

ICCWomen'sCricket

Star Sports has unveiled a new campaign for this year’s ICC Women’s World T20. The film captures the narrative of a girl who wants to play cricket but is denied the opportunity at first, until she decides to take initiative and show her ability to the world.

The TVC, shot in Kashmir, highlights the emotions that girls across the world go through when it comes to stereotypes attached to playing sports. From being picked in the local Sunday team or getting the opportunity to play, girls are often left out, despite possessing the skills to compete.

Built on the core thought of letting the bat do the talking, “Ab inka balla bolega”, the campaign drives home the fact that anyone can excel at the world stage if given the right platform and opportunity, as seen by the ‘Women in Blue’ and their breakout run at the ICC Women’s World Cup 2017.

The TVC has captured the hearts of millions already and is gaining an outstanding response with more than 7 million cumulative views across Star Sports’ social and digital platforms. The film has also been widely liked, shared and spoken about by fans across India which is a testament to the belief that women have an important role to play as role models when it comes to shaping tomorrow’s world.

Apart from the TVC, the campaign also urges us to encourage talent with an equal lens, irrespective of gender in every sphere of life, by launching the #GiftABat movement. This will not only inspire more women to take up sports but to also get their families on board to support their dreams. The idea stems from the fact that while a cricket bat is a very common gift for boys, it never features as a gifting idea for girls. There is no time like now to break this norm, and that is what this movement aims to do. It hopes to break gender stereotypes and bring about a change in society’s mindset when it comes to women and sports.

Here, the “Bat” symbolizes opportunity or a platform or even a tool for the girl to prosper in the field she chooses to. The Indian women’s team, led by Harmanpreet Kaur, will face New Zealand in their opening game of the tournament on Friday, November 09, 2018. Besides New Zealand, Australia, Ireland and traditional rivals - Pakistan are the other teams pitted in the same group as India.

Fans can catch all the action starting at 8.30 pm on Star Sports 1, Star Sports 1 HD and Hotstar.

Campaign video:

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Diwali mein kisi ko khaali haath wapas nahi bhejte, says Swiggy

The film is conceptualised and produced by Dentsu Webchutney in association with Frog Pond Productions.

exchange4media Staff 6 days ago

SwiggyAd

Food delivery platform Swiggy has sparked a new conversation this Diwali with a heart-warming film. Based on the deep-rooted tradition of ‘Diwali mein kisi ko khaali haath wapas nahi bhejte’, it traces a day in the life of a little boy who learns the value of ‘giving back’ while distributing sweets in his society on Diwali. Through his eyes, we see the tradition for what it really is - a gesture meant to be extended to anyone and everyone. The little boy drives this value through a heartening gesture of offering sweets to a Swiggy delivery partner when the latter comes home to deliver their order.

Talking about the campaign, Ashish Lingamneni, AVP-Marketing, Swiggy, said, “Sab ke saath Diwali is a concept that helps us add meaning to everyday relationships between consumers and our delivery partners. Diwali, a festival of giving and togetherness, became the perfect time to start that conversation. Millions of Indians interact with Swiggy’s delivery partners, what better occasion than this to make these interactions more meaningful.”

The film is conceptualised and produced by Dentsu Webchutney in association with Frog Pond Productions. It has been directed by Sandeep Yadav.
Prashant Gopalakrishnan, Senior Vice President - Client Services, Dentsu Webchutney, said, “No visitor goes home empty handed on Diwali. A visit from a delivery partner needn’t be any different. The cultural insight of this tradition became the perfect tool to convey our message.” 
 

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Big Bazaar’s latest festive film celebrates essence of togetherness

The campaign has been conceptualised and crafted by the DDB Mudra Group

exchange4media Staff 6 days ago

BigBazar

Big Bazaar has been running ‘Har Tyohaar Mein Big Bazaar’ campaign with an aim to reinforce the brand’s understanding of India, her festivals and the nuances with which different groups across the country celebrate different festivals, such that it makes Big Bazaar a preferred destination for all festive needs/shopping. 

As an extension of #HarTyohaarMeinBigBazaar, the brand’s latest film celebrates the very essence of family and togetherness that forms the fabric of any Indian festival and brings to life the meaning of the true spirit of Diwali. 

Conceptualised and crafted by the DDB Mudra Group, this film takes its inspiration from the lives of the many Indians who undertake long journeys from all over India to celebrate Diwali with their loved ones, but often find themselves stuck in transit and unable to make it home for the festival. 

The warm, cinematic narration takes us through the journey of Jatin, a passenger in a delayed train who decides to not let the situation get the better of him. Instead, he strikes up a conversation with his fellow traveler to break the somber mood and offers him sweets from Big Bazaar. His little gesture sparks a chain reaction, with other passengers joining in and celebrating Diwali in the train itself, like one big family. 

Penned by Rahul Mathew and his team, the lyrics of the background score resonate with the festive spirit of Diwali and the music, composed by music producer Sameeruddin, encompasses every mood in the film. 

Apart from the film, the campaign consists of a print, digital, radio and outdoor leg too. 

Speaking about the campaign, Jishnu Sen, Chief Marketing Officer, Big Bazaar, said, “We at Big Bazaar believe that festivals; all of them are an intrinsic part of Indian life. So we celebrate all of them under one common thought of Har Tyohaar mein Big Bazaar. Diwali is yet another festival that’s important. We built a campaign on two truths. The first that a simple act of sharing a sweet and saying ‘Happy Diwali’ can bring untold joy. The second truth is that unfortunately, some people are not with family on Diwali. When you marry these two thoughts you get a magical tale of how a train full of lonely strangers transforms into a celebration of festive cheer. The agent of that change being, the small and big things you can buy from our stores at Big Bazaar.”

Iraj Fraz, Executive Creative Director, DDB Mudra Group, added, “The film celebrates the essence of togetherness during India’s biggest festival. It’s only the spirit of Diwali that can turn a train full of sullen strangers into one big family reveling in the festivities. This narrative is a part of our ongoing campaign, 'Har Tyohaar Mein Big Bazaar'.”

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Crackling Diwali campaigns that caught our attention

We take a look at some of the most creative ads that lit up screens this year

exchange4media Staff 1 week ago

Diwaliads

The festival of Diwali is undoubtedly the biggest and brightest of all Hindu festivals. It falls on the 15th day of the Hindu month, Kartik and is marked by four days of festive fervour.

It is not surprising then that this is that time of the year when brands go all out to connect with their consumers with attractive offers and creative campaigns. This year was no different, with brands rolling out some very 'bright' work. We take a look at few of the most creative ads that lit up the screens this year.

Did your favourite Diwali ad make it to the e4m list?

Read on to find out…

Schmitten

The campaign by Schmitten Luxury Chocolates, #AadhiAadhiDiwali builds a sense of belonging towards the family of one’s partner. Conventional Diwali commercials showcase this as a time to celebrate with the family while this ad drives home the message that people should accept themselves as a member of their partner’s family, and create new memories with them as if they were their own family.

Saregama Carvaan  

The brand breaks the clutter of the conventional Diwali communication by raising an interesting question of choosing between 'noise and music’. Showing how the noise can scare animals and be substituted by music instead makes the ad endearing, genuine and relatable.

The strong insight it stems from and the way it communicates to its target audience, like the brand's previous campaigns, can fetch it 'top-of-the-mind brand recall'. The beautiful brand storytelling and the way the product is integrated into the ad makes it hit all the right musical notes!

Tata Tiscon

This Diwali, Tata Tiscon throws the spotlight on a different aspect of strength and elevates the focus of power from physical to a more emotional plane.

As India surges ahead as one of the world’s fastest-growing economies, young men from all over the country are heading towards big metros in search of better job opportunities, leaving behind lonely aged parents. Across rural and urban India, loneliness and depression are constant companions of senior citizens, who spend their days remembering a time when their homes were abuzz with family, joy, and laughter.

Conceptualized by J Walter Thompson and produced by Light Bulb Motion Pictures, ‘Be the Light’ leverages the topic and puts a purpose in the celebrations.

Tanishq

Tanishq’s communication essays that no matter which state people are from, or the language they speak, everyone comes together to celebrate the wonderful festival of Diwali.

The festival is all about the beauty of lights, gifting and the auspiciousness of buying gold, which is exactly what the film shows. Whether a morning puja in the South Indian household or a teen patti party amongst friends in the North, Tanishq is here to celebrate with everyone in all forms and styles.

The film shows loved ones gifting each other a piece of Tanishq jewellery – a husband and his wife, two friends, a mother and a daughter – all equally showcasing their love towards one another and celebrating ‘Tanishq Waali Diwali.

Coca-Cola

With the theme ‘Iss Diwali, Har Dil Bola Tere Naam Ki Coca-Cola’, the campaign has been created on the core message of connecting cultures, featuring actors Ayushmann Khurrana and Anupriya Goenka. In the ad, Ayushmann plays the role of a tenant who is away from his home on Diwali.

His neighbor hears him say on the phone that he misses Delhi’s Diwali. So, she and her family take it upon themselves to make the festival of lights a brighter one for Ayushmann. There is also a subtle romantic touch in the film between Goenka's character and Ayushmann's.

Ghadi Detergent

In the past two years, Ghadi identified three key festivals of India and decided to propagate its philosophy of #SaareMaelDhoDaalo. It urged people to cleanse their minds of this deep-seated filth.

Every single time, it identified and addressed a new notion of the mind and showed a mirror to the society. Continuing with the idea, the new campaign around Diwali tackles another kind of ‘mael’. This time, Ghadi urges its consumers to give each profession its due respect and not to belittle people for what they do.

The TVC takes place inside every proverbial Indian household, where the domestic help is taken for granted. Their efforts and sacrifices go unnoticed. Often, their work is considered as “menial”. The TVC advocates the cleansing of this ‘mael’ through the story of a teenager. We see him constantly admonishing the maid’s efforts until his mother asks him to step into her shoes. The lesson he learns is a lesson for us all.

The campaign requests us to realise that no work is small. It urges people to recognise the worth of every work that comes their way and to understand the importance of people in their lives.

Pepperfry

The brand celebrates the festive spirit through this campaign by showcasing that it has something for every home, thus sparking a feeling called home in consumers’ hearts. The television commercial has been conceptualised by Law and Kenneth Saatchi and Saatchi. It captures the spirit of celebration through a child’s imagination. It depicts a young girl hosting her own small party with fictional characters like Cinderella, Red Riding Hood, etc. They are festive savouring delicacies while watching firecrackers in a distance, hence drawing a parallel to a quintessential Diwali celebration.

The little girl is then reeled back to reality by the voice of her parent who requests her to join the Diwali party organised in their home. This is when she reveals to her father that she is celebrating in her own way with her toys. The TVC then concludes with the parent inviting his guests to continue the party in his daughter’s room. To showcase how the concept of home transcends beyond age, gender, etc. Thus, effectively conveying Pepperfry’s brand message “Diwali toh sabki hai”.

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