The campaign was conceptualized out of the insight that business travel is a roller-coaster ride of highs and lows, a bit like life in a boxing ring. constant travel, back to back meetings, presentations and negotiations take a mental and physical toll on business travellers, but the payoffs are equally exciting
We will see a lot more of purely 'made for digital' campaigns vis-a-vis 'made for TV and adapted for digital', calling for a different audio-visual creative thinking and a new set of media planning and trade skills, says Pradeep Dwivedi, Chief Corporate Sales Officer, Dainik Bhaskar Group
It is not everyday that one comes across packaging contributing to a large extent to a brand’s success story. Parle Agro’s snack brand Hippo is one such case study. The innovative packaging done by Creativeland Asia has helped Hippo stand out amid the clutter, and that too without any high-intensity outdoor or TV campaigns.
ITC has entered the ‘chewy mint’ category with Mint-O-Gol and has roped in DraftFCB+Ulka for its creative duties. The agency has sought to create a strong communication around the new brand with the launch of a new TVC, giving the mint a touch of hypocrisy-busting flavour.