Using GIFs was key to drive home anti-smoking message: Sumanto Chattopadhyay

The World No Tobacco Day campaign for Sabka Dentist leveraged the ‘non-stop’ quality of GIFs, says Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications 

e4m by Noel Dsouza
Published: Jun 4, 2019 8:41 AM  | 3 min read

In this content-driven world, it’s hard to capture the consumer’s attention and raise awareness at the same time. Agencies have been trying to captivate the Gen Z consumer by leveraging from popular trends. 

Keeping this insight in mind, on this World No Tobacco Day that fell on May 31, 82.5 Communications and Sabka Dentist came together to create a clutter-breaking campaign with a unique set of animated GIFs.

Since Sabka Dentist talks about ‘strong teeth’, the objective was to send across the message that smoking spoils teeth in an innovative way. And to achieve this, a set of paradoxical GIFs was created. Online users were glued to this surreal animation that showed how smokers were also losing their teeth. 

Speaking about the ad campaign, Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications, said, “We have created some thought-provoking GIFs for Sabka Dentist on the occasion of World No Tobacco Day. Quirky and shareable, they're an apt way for the brand to communicate on social media.”
We, at exchange4media, spoke to Chattopadhyay, about how the agency conceptualized the Sabka Dentist campaign, the challenges and if going forward GIFs would turn out to be the key trend in advertising. 

The insight and brief of the campaign
Sabka Dentist is a chain of dental clinics, with an online presence, that aims to democratise dental treatment. Smoking is bad for your teeth and gums, this is what the brief stems from.  

The Creative Vision you had for this ad campaign
We wanted to use GIFs in a dramatic way to convey an apt message for World No Tobacco Day. Since GIFs work in a ‘non-stop’ loop, they have a relentless quality to them. We felt that this quality would be useful to drive home an anti-smoking message effectively.

Integration of this ad campaign 
These GIFs are specific to this particular occasion. However, we hope this is the start of a new Instagram campaign for Sabka Dentist.
Challenges while producing the campaign 
We had to turn these GIFs around really fast. That's the nature of occasion-led work, especially when it’s for the social media.  Our '82.5' approach allows us to turn the work around quickly and efficiently.
Will GIFs and short-form advertising be the key trend in advertising going forward?
We will be seeing a lot more of this sort of snappy new-age stuff.
Do you think GIFs can garner more CTR than a long-form ad film?
It's about how effectively you use a format. When you create something attention-grabbing in any format or duration, you get a higher CTR. 

The message you wanted the viewers to take away from the campaign
There's high awareness about smoking being harmful to the lungs. But the fact that it is bad for your gums and teeth as well is not really given much potency. That awareness is the desired take-out.

Check out the creative work here:

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Reliance Foundation says #LehraDoTeamIndia at Asian Games

The campaign PV Sindhu, Abhinav Bindra, PR Sreejesh and Sushila Chanu

By e4m Staff | Sep 25, 2023 1:07 PM   |   2 min read


Reliance Foundation has launched the #LehraDoTeamIndia campaign to celebrate the Indian athletes and encourage the fans to get behind them with the iconic 'Lehra Do' cry as they aim to seek glory for the nation and make the tricolour fly high in Hangzhou, China.

The campaign features some of India’s most decorated and celebrated athletes as well as athletes who will be appearing at the Asian Games for the first time and have immense promise. Among the stars to feature in the campaign are two-time Olympic medalist PV Sindhu as well as hockey legends PR Sreejesh and Sushila Chanu. It also features veterans Achanta Sharath Kamal (Table Tennis) and Virdhawal Khade (Aquatics), who have represented India at multiple Asian Games. Avinash Sable (Steeplechase) will be looking to add an Asian Games medal to his Commonwealth Games medal from last year, while Tejaswin Shankar (Decathlon) will look to add a decathlon medal to his bronze in high jump from the Commonwealth Games last year.

The campaign also has an eye on the future by including Shaili Singh (Long Jump), Anupama Upadhyaya (Badminton), Simranjeet Kaur (Archery), Mayuri Lute (Cycling) and Yash Tushir (Wrestling), who will all be making their first appearance at the Asian Games but are already among the brightest talents in the country. Abhinav Bindra, the 1st Indian to win an individual Gold at the Olympics, also headlines the campaign.

The campaign has been brought to life by Ogilvy India.

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Infectious Advertising creates launch campaign for Anmol FruitBix

The campaign highlights the product innovation of tutti-frutti

By e4m Staff | Sep 25, 2023 1:02 PM   |   2 min read


Infectious Advertising has created and conceptualised the latest campaign for Anmol FruitBix, 'Tutti Frutti ki Baarish'.

Infectious Advertising created the launch campaign for FruitBix, highlighting the product innovation of tutti-frutti. ‘Tutti-Frutti ki Baarish’ captures the joyous mood one feels when one eats the biscuit.

Creative Chairman Ramanuj Shastry and ECD Ashish Naik, speaking about the ad said, “We used the ‘rain of tutti-frutti’ as a metaphor of abundance to create a magical world. We all know how much kids love tutti-frutti and were looking for the most magical and appealing idea when we hit upon the ‘rain’ idea. We had to travel all the way to Jaipur just to get clear skies and to shoot outdoors. It took incredible amounts of post-production to get the right effect, but the final film turned out just fab. Kudos to Vinod P. Vijay, the director, and his team for a great film. Hope it works like gangbusters for the Client.”

Aman Choudhary, Executive Director Marketing & Innovation, Anmol Industries Ltd., says, “The one big draw in the confectionary business is novelty and that is something that we worked really hard on with our internal R&D team. The task from the agency was to exaggerate this feat, which is a first in the category, especially when it comes to biscuits. The intent is to make our audiences fall in love with a familiar taste, all over again.”

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Hamdard Laboratories appoints mSix&Partners as integrated media agency

The agency will handle multi-channel media duties

By e4m Staff | Sep 25, 2023 12:58 PM   |   1 min read


mSix&Partners has won integrated media and social duties for Hamdard Laboratories.

The agency won the account following a competitive multi-agency pitch and will be handling all aspects of media, including TV, print, radio, digital, out-of-home and cinema.

The mandate will cover the medicine portfolio which includes brands like Safi, Cinkara, Roghan Badam, Shirin, Joshina, and more.

Abdul Majeed, Chairman, Hamdard Laboratories (Medicine Division) said, “We found mSix&Partners’ strategic approach quite wholesome. We believe that together, we can achieve our goals.”

Subhamay Mukhopadhyay, Managing Partner, mSix&Partners India, said, "We're thrilled over our alliance with Hamdard Laboratories (Medicine Division) and our shared goal of boosting business success through our diverse teams at mSix&Partners. This partnership allows us to offer complete brand solutions, enhancing customer experiences. With Hamdard's rich heritage and commitment to innovation, we aim to elevate their reputation and contribute to a healthier, thriving community."

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Kartik Aaryan collaborates with Disney+ Hotstar for #ItnaSabFreeKa campaign

The film turns the table on the relationship between the star and his fans in a light-hearted fashion

By e4m Staff | Sep 25, 2023 12:14 PM   |   2 min read


Disney+ Hotstar has collaborated with actor Kartik Aaryan for their ad film focusing on the platform’s ‘free on mobile’ offering of the tournament.

The film turns the table on the relationship between the star and his fans in a funny, light-hearted way. In his quintessential style, Kartik Aaryan interacts with his fans only to find out that his limelight has been stolen by Disney+ Hotstar and its free content offerings of ICC Men’s Cricket World Cup 2023.

Talking about the collaboration, Sidharth Shakdher, Head – Marketing, Disney+ Hotstar India said, “We are delighted to collaborate with Kartik Aaryan for the ICC Men’s Cricket World Cup 2023 campaign for Disney+ Hotstar. His energy resonates with the spirit of the game, and together, we aim to elevate the cricket-watching experience for viewers across India. With this campaign, we want to reach our users in every nook and corner of India and provide them with first-class access to sports and entertainment.”

Commenting on this association, Kartik Aaryan said, “ICC Men’s Cricket World Cup is more than just a game for me, it’s an emotion for me and I believe for everyone globally. I am excited to be associated with Disney+ Hotstar to celebrate ICC Men’s Cricket World Cup 2023 and there’s more - Disney+ Hotstar is offering first-class free entertainment, this makes it a double celebration for all of us.”

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Media industry eyes AdEx surge as freebies in poll-bound states add to disposable income

Consumers in MP, Rajasthan, Chhattisgarh and Telangana may have an extra disposable income of Rs 70K Cr this fiscal, according to industry estimates

By Kanchan Srivastava | Sep 25, 2023 9:03 AM   |   5 min read


Huge freebies announced by four poll-bound states, Madhya Pradesh, Rajasthan, Chhattisgarh and Telangana, are likely to bring extra disposable income worth about Rs 70,000 crore in millions of households in the current fiscal year, according to industry estimates. 

These welfare schemes and freebies, which include monthly allowances for women and youngsters, debt relief for farmers, free housing for the needy, subsidies for gas cylinders and compensation for animal loss, have been rolled out recently by the incumbent governments ahead of elections that are due year-end. 

“Sample this. Madhya Pradesh launched Laadli Behna Yojana three months ago that offers Rs 1250/month to 1.31 crore women. The state is giving cylinders at Rs 450 to 84 lakh gas connection holders from this September. Over 9 lakh youngsters get a stipend of Rs 8,000 to Rs 10,000 every month under Learn Earn Scheme,” says an executive of a leading daily. 

All these freebies are likely to generate extra disposable income of about Rs 3,000 crore in the state every month which corresponds to Rs 36,000 crore annually, he stated. 

Similarly, Rajasthan has launched Indira Gandhi Gas Cylinder Scheme and Free mobile scheme for women (Rs 6800 for mobile phone and data pack), compensation for cows dying of Lumpi disease (Rs 40,000) and fuel surcharge waiver for electricity consumers. The state consumers are having over Rs 1075 crore of additional disposable income per month which corresponds to over Rs 12,800 crore per year. 

Chhattisgarh has come up with an Unemployment Allowance Scheme under which Rs 2500/month is being given to 10 lakh unemployed youths. Over 36 lakh farmers get Rs 12,638 each for taking other crops besides paddy. Then there is annual assistance of Rs 6000 for workers. In all, people would have Rs 645 crore per month in their hands, which means Rs 7,735 crore in the year.

These welfare schemes have the potential to lift rural consumption and result in more media spending, says Lloyd Mathias, Business Strategist and Independent Director. 

Brands that operate in smartphones, computers, consumer durables, FMCG, fashion and personal care and jewellery segments are ready to cash in on the positive consumer sentiments. 

Parle Products, for instance, has planned to spend more in the election-bound states. This spending is over and above festive spending. Mayank Shah, Senior Category Head, Parle Products, told e4m, “Freebies always help lift sentiments of rural consumers resulting in higher consumption. As far as AdEx is concerned, both the halves of the financial year remain almost the same for us as we invest in IPL as well. However, we would spend more in the poll-bound states as people have extra disposable income.”

Shah explains that the free ration scheme, which was launched during the Covid pandemic and still continues, has helped FMCG firms to sustain so far despite economic crisis and inflation. “People’s basic needs are taken care of with such a scheme. Then they are able to purchase semi-essentials and non-essential goods as well.”

The Chief Marketing Officer of a leading smartphone brand, echoed the sentiments. “When people get extra cash in their accounts, their capacity and willingness to take loans for discretionary spends goes up. With cash incentives from states, women will buy smartphones and youngsters will buy laptops and tablets. We are hopeful of having a good H2 this time driven by sales in MP, Rajasthan and Chhattisgarh.”


Hindi media to get lion’s share

Hindi newspapers and TV channels, both news and entertainment, are expected to get the lion’s share of advertisements that brands are likely to pour into these regions. 

Advertisements have in fact started pouring in as soon as the schemes were announced. Political advertisements have also begun even as the Election Commission is yet to announce the polling dates, Hindi newspapers and TV channels that operate in those regions told e4m. 

Print delivers best of the eyeballs for the state political parties, asserts Sumit Modi- Chief Operating Officer -DB Corp, Madhya Pradesh. He noted “We have been registering strong double-digit growth in advertising for the last 1.5 years. The growth has come on the back of almost 100% growth in real estate, education, jewellery and government categories. The automobile category, which has been weak for the last 3-4 years, has now shown signs of growth on account of new launches especially electric vehicles such as 2-wheelers and 4- wheelers.”


10-15 percent AdEx growth expected

India’s ad market remained dull in the first half of 2023 due to rising inflation and prevailing funding winters that impacted the startup ecosystem. However, the second half is expected to bring cheers in the market for triple reasons-elections, festive season and the ICC world cup-which will negate the inflation impact, says Karan Taurani, Senior VP and Research Analyst, Elara Capital. 

Brands are expected to spend 10-15 percent additional advertising revenues in these states. Parle Products, for instance, would spend 10-15 percent more in advertising in these states, Shah confirmed. 

Ashish Sehgal, Chief Growth Officer, Advertisement Revenue at Zee Entertainment Enterprises, said, “Traditionally, election- bound states help lift the ad markets due to freebies rolled out by the governments. Market has already picked up. We are hoping to earn 10-12 percent more ad revenues in these states in the next few months. Festivals and cricket world cup would further lift the ad market which was witnessing a slump due to inflation.”


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Alstom celebrates rail as the beating heart of India’s economy

The film is narrated by Shammi Narang, former Doordarshan news anchor and the familiar voice behind in-train and in-station announcements

By e4m Staff | Sep 24, 2023 10:00 AM   |   2 min read


Alstom has unveiled its first brand campaign, titled ‘Taking India Places’. The campaign will include the launch of a film 'Taking India Places' that celebrates India’s growth into an intellectual and economic powerhouse enabled by the rail for more than a century, and Alstom’s journey that is intertwined with India’s rail revolution.

#TakingIndiaPlaces is a 360°, digital-first campaign, targeted at the 14-80 years age group. The campaign pre-buzz engagements on LinkedIn primarily driven by Alstom India employees has organically garnered 27K+ engagement and 67K+ impressions already. The campaign will entail social media, employee and influencer engagement, alongside activations and branded content placements to further the reach. The centre piece of the campaign, the “Taking India Places" film is narrated by the legendary Shammi Narang, former news anchor for Doordarshan television and the familiar voice behind in-train and in-station announcements for several metro lines across the country.

Speaking about the launch of the campaign, Olivier Loison, Managing Director, Alstom India said, “Alstom is all about sustainable mobility. It is reflected in our products and solutions and in our brand promise, ‘Mobility By Nature’. Given our contribution in India for the last several decades, a hyper local brand campaign was much needed to celebrate our journey and the way forward.”

He further added, “This campaign embodies the spirit and aspiration for progress of every Indian, and as we go places, we achieve more. India has been taking giant strides towards technological progress and self-reliance, with rail being its key driver. By enabling India’s neural network of rail with the best of talent in engineering, technology and innovation, Alstom will continue to play a part in #TakingIndiaPlaces.”

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Ikea celebrates the joy of newness in festive ad

The ad introduces new products PERSBOL chair and the INGATORP table

By e4m Staff | Sep 23, 2023 8:12 AM   |   2 min read


IKEA has unveiled a brand new campaign ahead of the festive season to celebrate the joy of newness and the arrival of new additions—the PERSBOL chair and INGATORP table. Playing on the element of personification, the ads capture the reaction of the surrounding decor as they groove to song and dance making everything feel new and vibrant. The solution-oriented IKEA products, PERSBOL chair and the INGATORP table seamlessly blend with the Indian festive décor, breathing a new life into any living space. 

“At IKEA India, we aim to connect with our consumers on a deeper, meaningful level. The 'All Things Festive' campaign is a celebration of India’s festive spirit and highlights how little additions to a space add so much comfort, beauty and happiness. Through these unique narratives, rooted in human emotion, we intend to truly bring our brand closer to our customers”, said Anna Ohlin, Country Marketing Manager, IKEA India, on the launch of these campaigns. 

Pravin Sutar, Head of Creative, Leo Burnett added, "The build up to Diwali can be pretty overwhelming for people. All that you see brands say is" buy more, buy a lot... The more you buy, the happier you are, etc. Just buy, buy, buy!" This narrative didn't quite fit into the IKEA scheme of things - and our vision towards sustainability. We flipped the entire festive narrative and designed a campaign that's about buying less. "A little IKEA makes everything new". An idea that celebrates the power of IKEA design, and how it can light up a room with less. All this while keeping a fresh way to tell the story as well." 

The campaign will run on broadcast and across digital channels and is part of IKEA’s ongoing commitment to help consumers live better lives at home and strengthen IKEA’s positioning as an affordable brand for the many people.

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