Wagh Bakri's new campaign tells India to get rid of 'Hi fever'

The film 'Rishton Ka Hi Fever' has a grandmother reminding viewers that everlasting relations are created over a cup of tea, not 'hi'.

e4m by exchange4media Staff
Published: Jun 30, 2018 8:56 AM  | 5 min read

Technology has made the world a smaller place. But one of its side effects is that it is also making conversations smaller and relationships colder. Completing conversations in 240 characters has put us in the habit of keeping real conversations short. We start and end most of them with a simple ‘Hi’. We know more about the world and less about our neighbours, we spend more time with our followers than our fellow workers.

In a consumer research in 2013, Wagh Bakri Tea Group and Scarecrow M&C Saatchi discovered that relationships were getting colder. This was the genesis of the brand's 2013 film – Rishton ki Garmahat. This film was a huge hit and went viral with millions of organic views on multiple social media platforms, and is shared widely even today.

The second round of consumer research in 2017 pointed out a similar stark fact. The trend of short conversations had not just invaded the youth of urban India, but rural India too. This gave Scarecrow M&C Saatchi an interesting brand film idea, one that positions tea as an enabler and a solution to this proverbial ‘Hi’ fever.

Shri Paragbhai Desai, Executive Director, Wagh Bakri Tea Group, says, “Our latest film is an intriguing story, that’s high on emotions and stands true to the brand proposition of ‘Hamesha Rishte Banaye’. It also reminds us that tea is the best catalyst for relation, not just in India but the world over. That’s why Chai latte is a newly accepted beverage being served in every café on every corner of the world.”

The film “Rishton Ka Hi Fever” showcases a typical North Indian joint family with a cast that showcases both – the modern youthful India, and the older generations steeped in tradition. It’s the story of Sunny – a young Punjabi boy, who’s returning after years of staying abroad. His time outside has alienated him to the warmth of Indian culture. We see this first when he avoids the hug from his father and truncates the conversation with a simple ‘hi’. His coldness is showcased throughout his journey back to his childhood house as he meets various people from his childhood (a shopkeeper, an old uncle and a long-lost friend). Sunny strikes down each of them with a blunt and simple ‘Hi’. The task of making him understand that he has lost his way falls upon the old grandmother who devises a recipe to remind him of the lost warmth. As she makes Wagh Bakri tea for the family, she also teaches him a lesson with a heart-touching one-liner, “Hamare yahan rishte ‘hi’ se nahi chai se bante hain. (Everlasting relations are created over a cup of tea, not hi)” The film ends with a hashtag to remind the masses #HiNahiChaiPilao.

The film is produced by Rising Sun Films, who have delivered top-of-the-line cinemas such as Pink, Piku, Madras Café, October, Vicky Donor and others. It’s directed by Anup Chitnis, an advertising veteran who has created and often directed memorable campaigns like, Tata Sky Amir Khan campaigns, Parle-G 'Aao banaye kal ke genius' and Ceat Tyres 'Streets are filled with idiots' and Channel V ‘Gheun tak’.

To accentuate the message of the film, Team Scarecrow has penned a song with a Sufi base that summarises, “Rishton se na muh mod bande, rishte hain anmol. Nape-tule iss bol se bande rishton ko na tol. (Do not shy away from relations, Relations are precious, Don’t compare relations with trivial talks). The melody of this specially composed song for the film is done by Rohan-Vinayak, the genius musical duo behind ‘Nil Battey Sannata’, ‘102 Not Out’ and ‘Pink’. Krishna Beura, who is a famously known singer in the Bollywood circuit and the iconic voice behind the famous track “Maula mere le le meri jaan” from ‘Chak de! India’ has lended his voice to the song.

Yogesh Shinde- Vice President, Wagh Bakri Tea Group, says, “In a world where we spend even lesser and lesser time with our loved ones and where conversations are coming down to just a ‘hi’, spending time over a cup of chai could be those few minutes of bonding that we need so dearly.”

To sum it up Manish Bhatt, Founder Director – Scarecrow M&C Saatchi, says, “We are in the kalyug of technology. We have cultivated a habit of clapping along with those Facebook followers of God on FB live broadcast of Ganesh Aarti, and learnt to touch our God’s feet on the laptop. We have started attending baby shower ceremonies over a FaceTime video call and we bless our pregnant daughter-in-laws via mobile screen. Instead of chatting with friends over hot & spicy chaat at the corner of our colony, we just do Snapchats. That’s why our granny in the film is ready to serve us an Indian home remedy that’s more than a century old - a cup of hot Wagh Bakri tea to cure our ‘cold’ & ‘crisp’ relationships.”

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Snickers unveils two new exam bar campaigns

The new brand films bring to life two relatable and popular characters to present a humorous take on the sudden onset of hunger pangs

By exchange4media Staff | Mar 22, 2023 4:11 PM   |   3 min read


Snickers, the chocolate bar from Mars Wrigley, known for its brand proposition of 'You're Not You when You're Hungry' is back with two new quirky films, introducing two new characters – Alexander and Einstein. The latest digital and TVC films capture the daily struggles of Gen Zs and Millennials. These struggles further turn up in dramatic and exaggerated reactions, especially when hunger strikes. The new brand films bring to life two relatable and popular characters to present a humorous take on the sudden onset of 'Hunger Pangs'.

Talking about the launch of the new SNICKERS® films, Varun Kandhari, Director of Marketing, Mars Wrigley, India said, “The brand proposition of SNICKERS®, ‘You’re not you when you’re hungry’, has become iconic and is loved by consumers across the world. The campaign has a simple message that while stress and hunger can get to the best of us, one can always grab a SNICKERS®. The films are also relatable for younger generations dealing with highly stressful situations such as exams and have an universal appeal. At Mars Wrigley India, we are led by our purpose of creating a billion better moments for consumers and communities, and we are confident that the audience will love the new TVC as we celebrate the joy associated with SNICKERS®.”

The film with Einstein opens with two friends deeply involved in pre-exam night preparation, showcasing how one of them transforms into the iconic character Einstein in a dramatic way. The character is hungry and stressed and starts believing that scores are inconsequential. To bring her back to her senses, her friend offers her a SNICKERS® and gets her to focus back on studying. The second film with Alexander, highlights the pre-exam anxiety and stress, showcasing how one of the friends is all set to wage a war. Seeing his friend transform into a character like Alexander, his friend offers him a SNICKERS® and rushes him to the examination hall.

On the campaign, Akashneel Dasgupta, Chief Creative Officer, Network Advertising, said, “You are not you when you are hungry’ is such an enduring, versatile idea for SNICKERS®. It’s an idea that keeps giving campaign after campaign. We are happy to be a part of this one which makes small hunger relevant in the lives of young people and students.”

Additionally, the SNICKERS® consumer packs especially curated for exam fever are available at the nearest stores and have a promo code that offers 100% assured UPI cashback on INR 20, INR 35, and INR 50 SNICKERS® variants.

The films are available in nine languages including Hindi, Tamil, Kannada, Malayalam, Telegu, Bengali, Oriya, Gujrati, and Marathi on both TV and digital platforms. Below are the links to the Hindi version of the TVCs.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Havas unveils Havas Play; R Venkatasubramanian to lead Havas Play in India

In India, Havas Sports and Entertainment, Havas Content, and Cake India will be combined and rebranded as Havas Play

By exchange4media Staff | Mar 22, 2023 9:41 AM   |   1 min read


Havas Group unveils Havas Play, a new global network that will earn consumers’ attention and create enduring business impact through meaningful experiences at the intersection of entertainment, sports, technology, and fandom.

As a dedicated network within the Havas ecosystem, Havas Play will unify existing agency brands and expertise within the organization, scaling across all of Havas' major markets and retiring the Havas Sports, and Havas Sports & Entertainment brands in markets where they currently exist.

In India, three entities, Havas Sports and Entertainment and Havas Content, both of which are part of Havas Media Group India, and Cake India, which is part of Havas Creative India, will combine and rebrand as Havas Play.

R Venkatasubramanian, President and National Head of Investments, Havas Media Group India, has been given the additional responsibility to lead Havas Play in India. Havas Play will be part of the Havas Media Group India network, which is led by Mohit Joshi as its Chief Executive Officer. Under the new structure, Arun Kumar Rao, Senior VP, Prachi Narayan, Vice President and Rajika Mittra, Managing Partner, will report to Venkat and will manage Sports, Content and Entertainment mandates, respectively.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Best ads of the fortnight: Ola Electric's Holi with robots, Tendulkar lends hand to Savlon

Our pick of the most innovative spots between March 1 and 15

By exchange4media Staff | Mar 22, 2023 8:47 AM   |   2 min read


The first fortnight of March saw brands cranking up their creativity and social consciousness meter for Women’s Day and Holi. In the sea of ad campaigns, some mindfully trod the thin line between entertaining and impactful. In this edition of our fortnightly series, we look back at some of the campaigns that we thought hit the mark. These are our pick of the best ads between March 1 and 15. As always, the ads have been listed alphabetically. 


Godrej released a short TVC for Kala HIT Mini inspired by superhero movies. The ad featured a vigilant mom who turns into a Black Widow-esq character armed with the Kala HIT to zap mosquitoes that were bothering her son. The film made by Bates CHI & Partners Indonesia employs some interesting theatrics, which makes for one entertaining commercial.

Ola Electric

A Holi with robots? With all the buzz around artificial intelligence, Ola Electric decided to spotlight robots in its futuristic ad for Holi. J and V-Ru (geddit?) play two inquisitive robots who decided to get inspired by the festival of colours in their own quirky way. The ad campaign was created in collaboration with Manja.

Rich Marie

Sourav Ganguly as Bollywood’s most camp-style villain wasn’t on anybody’s bingo card this year. Yet, Bisk Farm treated us to this delightful ad with the cricketer as “Robert” complete with his own “Mona Darling.” You don’t have to be a Bollywood aficionado to know that the ad is a tribute to Yaadon Ki Baarat and its legendary villain.


Among the Women’s Day campaigns, Tanishq stood out with its rather refreshing take on eulogising women as “superwomen.” The brand highlighted that the notion that women can multitask and “do anything” often works in their detriment. It can saddle them with the “burden of potential” and set them up for failure.


When it comes to choosing an impactful “hand ambassador”, Savlon picked the one that scored 34,357 runs for India. Sachin Tendulkar’s hand starred as the world’s first hand ambassador, representing Savlon Swasth India Mission. In the ad, the cricketing great’s hand does all the talking, making some important points about hand hygiene. The spot has been conceptualised by Ogilvy India.




Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Hamdard launches campaigns for Cinkara and Naunehal Gripe Syrup

Hamdard has revived its popular campaign, ‘Zindagi ka josh har dum’

By exchange4media Staff | Mar 21, 2023 6:53 PM   |   2 min read


Hamdard Laboratories (Medicine Division) has announced a special summer campaign for its products- Cinkara and Naunehal Gripe Syrup. The campaign highlights how Cinkara and Naunehal Gripe Syrup help in coping with the health issues, arising out of nutritional gaps in case of Cinkara and teething issues in case of Naunehal Syrup.

“Hamdard has revived its popular campaign, ‘Zindagi ka josh har dum’. Cinkara, the most recalled brand of Hamdard is a complete health tonic that restores lost energy, increases appetite, and improves conditions of fatigue. The tonic contains six essential Vitamins along with four minerals and nine effective herbs to keep the body strong, healthy, and agile. While India is the playground for Cinkara, it has a larger footprint in UP, Bihar , West Bengal and Delhi /NCR,” the company said.

Abdul Majeed, Chairman & Managing Trustee, Hamdard Laboratories India ( Medicine Division) said “My late grandfather had a vision for the brand and its role. The Cinkara packaging is inspired by our tricolor, hoping that one day it would become the tonic of the nation. For more than 40 years now, Cinkara has been one of the most popular and affordable health tonics in the country. At Hamdard, it’s our constant endeavor to provide products that are targeted at holistic wellness and keep us energetic to fight life challenges- “Jindagi ka Josh Har Dum” justifies the brand truth”.

“It is always a wonderful feeling to know that Hamdard products touch so many lives, in so many ways. People from different states, and different strata of society swear by our products. Our medicines are affordable and effective. In most cases, Hamdard products have been in families for generations. Through this campaign, we hope to further expand our reach and help people lead healthy and happy lives, free from the burden of illness and health issues” said, Suman Varma, CMO, Hamdard Laboratories. 

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

In new campaign, Rajkummar Rao highlights perils of not having Lay’s at home

The campaign is created by Leo Burnett

By exchange4media Staff | Mar 21, 2023 4:29 PM   |   3 min read


Lay’s has launched a new campaign with actor Rajkummar Rao to remind consumers to have ‘Ghar Par Lay’s Always’!

“At-home experiences and occasions are best enjoyed with friends and family, and a pack of Lay’s makes these moments even better. But running out of Lay’s can interrupt the good times and may even induce last-minute panic to restock. In the campaign, Lay’s has hilariously drawn attention to the outcomes of last-minute restocking trips,” the brand said.

The introduction of the latest TVC under the ‘Ghar Par Lay’s Always’ campaign speaks to the consumers on the perils of not stocking-up Lay’s at home.

Directed by Vinil Mathew, the TVC film opens with Rajkummar throwing a costume party at home with himself dressed as a burglar. When his girlfriend (played by Dolly Singh) informs him that they've run out of Lay's, Rajkummar nervously heads out to the grocery store, starting a series of comedic mishaps. From being mistaken as a real burglar by the public to getting arrested by the police, his hilarious roller-coaster of misadventures concludes upon his release from jail, when he tells a jail warden curious about his imprisonment that “Mai toh sirf Lay’s lene gaya tha”. The TVC ends on an entertaining note as Rajkummar explains his Lay's misadventures to Dolly and proudly shows off his fully stocked pantry with Lay's, remarking, “Isliye…Ghar pe Lay’s Always!”.

Speaking about being part of the TVC film, Rajkummar Rao, expressed, “For years, Lay’s, with its iconic and irresistible flavours has been my favourite snack. When the brand reached out for their 'At Home' film, I was instantly drawn towards the comical and playful script because I have always related to the frenzy of keeping my home stocked with Lay’s. I had a lot of fun filming the TVC and I am definitely going to have ‘Ghar Par Lay’s Always’. I hope the audience enjoys the film and ensures Lay’s is a part of all their joyful moments at home.”

Expressing her excitement at the TVC, Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India said, “At Lay’s, we are committed to infuse a sense of joy into our consumers’ lives and uplift their consumption experiences with our distinct offerings and relatable storytelling. Our newest TVC film for ‘Ghar Par Lay's Always’ perfectly captures the central role that Lay's plays during at-home occasions. We're thrilled to have associated with Rajkummar Rao for this campaign and he has fantastically brought this messaging to life in the film. We hope that it will prompt Lay's fans to always keep their favourite Lay’s well-stocked at home and experience fun uninterrupted."

The campaign is created by Leo Burnett.

Speaking about the campaign Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett - South Asia, said, “Lay’s has always been the perfect snack partner and with this film we wanted to reiterate to the audiences to stock up their favourite Lay's at home. With this hilariously exaggerated cautionary tale starring Rajkumar Rao, our film gives people a glimpse into the perils of not having 'Ghar Par Lay's Always'! If you don't have Lays, anything can happen.”

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Airtel launches new brand campaign to show ‘limitless possibilities’

The TVC campaign has been conceptualised by DDB Mudra

By exchange4media Staff | Mar 21, 2023 1:57 PM   |   2 min read


Bharti Airtel has rolled out a new brand campaign.

The campaign highlights the clear advantage and limitless possibilities that Airtel 5G Plus offers to its customers in a very contemporary manner.

Shashwat Sharma, Director of Consumer Business, Bharti Airtel, on being asked to comment on the campaign had this to say, “I would first like to take this opportunity to thank our 10 million happy 5G users who have embraced ultrafast Airtel 5G Plus. Customer obsession is what drives us at Airtel and we have taken the lead to simplify the new technology and get our customers to experience the real difference of 5G. Airtel 5G Plus, while delivering incredible speeds and the best voice experience, will work on all 5G smartphones and be kinder to the environment. Additionally, all our customers will be able to enjoy the advantage of 5G services using their existing SIMs at no additional cost. We invite more and more customers to experience the power of limitless possibilities on Airtel 5G Plus.”

The TVC campaign has been conceptualised by DDB Mudra and produced by Equinox Films.

The Airtel 5G Plus TVC has been dubbed in 12 languages and will be localized for audiences all across the country as it is rolled out in full strength.

The 360-degree, high-decibel campaign will be extensively seen across diverse mediums like Television, digital and OOH over the next few weeks.

Commenting on the film, Ram Madhvani, Founder & Director, Equinox Films, had this to say, “The thing I’ve learnt in advertising is that it’s not just about ‘what’ is being said or ‘how’ it’s being said but also about what the audience ‘feels’ when it ‘sees’ any piece of communication. Our film is an example of this. We have tried to create a visceral experience for the audience to create a feeling of speed and future-ready technology which is what Airtel 5G Plus is actually about.”

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Goafest to be held on May 24-26

The 16th edition of the advertising fest will take place at Grand Hyatt, Bambolim, Goa

By exchange4media Staff | Mar 21, 2023 1:47 PM   |   3 min read


South Asia’s biggest advertising festival, Goafest is all set to make a grand return. Co-hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club, Goafest 2023 is scheduled to take place on 24th, 25th and 26th May at Grand Hyatt, Bambolim, Goa. The prestigious fest will also witness the 54th edition of the ABBY’s, South Asia’s Gold standard, that has been recognizing creative excellence in advertising for over five decades. 

Goafest is the definitive annual festival for the advertising, marketing and media industry that attracts over 2000 industry professionals. The festival is an eclectic platter of knowledge, recognition, networking and celebration that makes each day at this 3-days event a remarkable experience. In addition to presentations and sessions by leading industry experts, Goafest 2023 will host a total of 10 knowledge-sharing masterclasses, the highest to date. The upcoming edition of the festival is also expected to have increased participation and presence from advertisers. 

Announcing Goafest 2023, Prasanth Kumar, President, the Advertising Agencies Association of India and CEO, South Asia GroupM said, “Goafest has cemented its position as the most admirable creative festival in South Asia that truly brings together the best of creative and marketing professionals. Our goal is to offer our industry colleagues three power-packed days of learning, engagement, interactivity and curiosity. We are confident that this year's edition will be the biggest and best yet, leaving each attendee with valuable learnings and benefiting the industry as a whole.” 

“Year after year, Goafest has evolved and innovated, making it the most relevant advertising festival in India. From knowledge-sharing sessions to exclusive speakers, we are certain of having guests from across the globe that will benefit the industry, especially younger professionals, this year as well. For the first time, various committees involving senior industry leaders have been formed thus making the event all-inclusive and broad-based for the entire advertising industry. We look forward to curating a festival that drives participation and empowers the fraternity thus positioning India as a sharper contender in the global advertising landscape.” added Jaideep Gandhi, Chairperson Goafest 2023. 

Partha Sinha, President, the Times of India group and President of The Advertising Club, further added, “We believe it is imperative that we celebrate the industry and Goafest enables us to do exactly this. The festival empowers the industry to push creative boundaries and think beyond existing possibilities. We look forward to another year of firsts at Goafest 2023 and encourage India’s creative economy to participate actively.” 

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube