Campaign roundup: Week of 23 Sept

Libas unveils festive winter collection with Kiara Advani in #UffTeriAdaa campaign 

Indian wear brand Libas has launched its latest campaign, #UffTeriAdaa (Oh, your style), featuring actress Kiara Advani. The campaign showcases the brand’s festive winter collection, which is designed to capture the season’s spirit with shimmering accents, vibrant patterns, and traditional embellishments like zari embroidery and sequins. The collection aims to elevate festive wardrobes, offering a range of styles for celebrations, intimate gatherings, and get-togethers, blending tradition with modernity.

As part of the launch, Libas will begin its annual ‘Big Diwali Sale’ from 5th October, offering discounts up to 70%. The festive collection will be available across major online marketplaces such as Myntra, Flipkart, and Amazon, as well as Libas’s own stores and app. With Advani as the face of the campaign, Libas aims to inspire women to express their unique style during the festive season.

Sugar Pop's fourth anniversary celebrations flag off with a campaign  

Sugar Pop, the affordable beauty brand from the Sugar Cosmetics family, has launched its latest campaign, 'Colour sahi, transfer nahi' (Right colour, no transfer), featuring Bollywood actress Kriti Sanon. It highlights the launch of the Ultrastay Transferproof Lipstick, just in time for the festive season.

This marks Sugar Pop’s debut on television, aiming to create widespread awareness of its transferproof lipstick, which has been in development for 18 months. The campaign will air in seven languages across India and will be amplified through digital ads, teaser campaigns, and influencer partnerships.

Axis Mutual Fund launches investor awareness campaign focused on multicap funds 

Axis Mutual Fund has introduced its new investor awareness campaign, #SochaSamjhaNivesh (Well thought investment), aimed at simplifying mutual fund concepts for new investors. The initiative seeks to empower individuals to make informed investment decisions by breaking down the complexities of the investment world.

Conceptualised by Mirum India, the initiative uses a comprehensive approach to educate and engage its target audience, highlighting how a well-diversified portfolio can benefit from all segments of the market. It addresses common challenges faced by new investors, such as confusion and fear of missing out (FOMO), offering multicap funds as a straightforward entry point into equity investing. 

OML and Flipkart offer INR 1 auto rides in Bengaluru for Big Billion Days 

Only Much Louder (OML) has teamed up with Flipkart to launch an initiative offering auto rickshaw rides for INR 1 during peak hours in Bengaluru. Starting on 20th September 2024, the campaign promotes Flipkart UPI as part of the lead-up to the 'Big Billion Days' sale. The initiative aims to ease commuting challenges while encouraging digital payments, with passengers benefiting from cashback offers on UPI transactions.

To tackle the city's traffic and reliance on cash payments, OML equipped local autos with Flipkart’s UPI system. The campaign also featured an outdoor advertising drive, gaining traction across social media platforms. Commuters quickly responded, booking multiple rides and showcasing the effectiveness of digital payment adoption during daily travel.

Nat Habit launches ‘Breathe life into your beauty’ campaign to promote fresh Ayurveda 

Nat Habit, a digital-first brand specialising in 100% natural skin and hair care, has introduced its first campaign, 'Breathe life into your beauty'. This initiative highlights the brand’s commitment to holistic skin and hair care based on fresh Ayurveda, aiming to raise awareness and contribute to its target of INR 300 Crores in revenue.  

The campaign focuses on how Ayurveda operates at the cellular level, enhancing natural beauty without overstated promises of immediate transformation. Instead of following the typical narrative of Ayurvedic legacy, Nat Habit emphasises the importance of good skincare habits and the careful selection of ingredients. Developed by Contract Advertising India, the campaign aims to connect with modern consumers who seek genuine and effective solutions, avoiding the pitfalls of greenwashing and exaggerated claims.

CenturyPly promotes inclusivity in its latest campaign

Century Plyboards (India) has launched its 2024 ‘CenturyHeroes’ campaign, focusing on inclusivity in design for individuals with mobility challenges. This initiative highlights the importance of creating accessible furniture, addressing the needs of over 26.8 million specially-abled people in India. With only 40% of public buildings accessible, the campaign aims to raise awareness about the need for disability-friendly designs in public and private spaces, setting a new standard for inclusivity in the building material industry.

Through its ‘Inclusivity is priority’ tagline, CenturyPly advocates for comfortable and equitable environments for all, celebrating architects, designers, and carpenters who incorporate inclusive furniture into their work. The campaign features a story of a young designer embracing inclusive furniture in her home, promoting a culture of accessibility. CenturyPly’s focus on inclusivity not only enhances design but also fosters a deeper understanding of the challenges faced by individuals with special needs.

HDFC Life launches CPR awareness campaign on World Heart Day

HDFC Life has launched an initiative titled ‘The Missing Beat’ to raise awareness about Cardiopulmonary Resuscitation (CPR) on World Heart Day. Cardiac arrests are a leading cause of death in India, but the public's lack of CPR knowledge often prevents timely intervention. Despite its life-saving potential, less than 2% of the Indian population is familiar with CPR, which can be crucial during heart-related emergencies or near-drowning incidents.

The campaign features a short film highlighting the emotional stories of four individuals, underscoring the importance of being CPR-ready. By focusing on personal connections and real-life scenarios, HDFC Life hopes to drive home the message that CPR knowledge can be vital in saving lives during cardiac emergencies. Through this initiative, the insurer aims to bridge the awareness gap and encourage people to be prepared for critical moments.

PD Hinduja Hospital launches ‘Unmute your heart’ campaign for World Heart Day 

PD Hinduja Hospital and Medical Research Centre has launched a campaign, ‘Unmute Your Heart,’ on World Heart Day 2024 to raise awareness about cardiovascular health. Displayed at prominent ‘Love Mumbai’ signs across Mumbai, it symbolically highlights the need to address lifestyle habits that impact heart health. The initiative urges Mumbaikars to take control of their heart health and adopt preventive measures to reduce the risks of heart disease.

India faces a significant cardiovascular disease (CVD) crisis, with heart conditions responsible for over 20% of male and 17% of female deaths annually. The country’s younger population is particularly vulnerable, developing heart disease earlier than Western counterparts. With this campaign, P. D. Hinduja Hospital aims to promote early action and lifestyle changes to prevent heart disease, while empowering the public with the knowledge necessary for better cardiovascular care.

Just Herbs unveils campaign celebrating timeless beauty with Zeenat Aman and Rakul Preet Singh 

Ayurveda-inspired beauty brand Just Herbs has launched a new campaign featuring Zeenat Aman and Rakul Preet Singh. It highlights the brand’s vision of promoting timeless beauty through Ayurveda, blending traditional principles with modern practices. The film showcases an exchange between Aman and Singh, celebrating individuality, inclusivity, and holistic beauty, reflecting Just Herbs’ ethos.

The campaign, aimed at promoting the brand’s range of natural, high-quality beauty products, will roll out across digital platforms and include AR/VR filters and CGI videos. Just Herbs’ offerings span skincare, haircare, body care, and makeup, all rooted in Ayurveda. The campaign aims to increase awareness of its products through influencer collaborations and innovative media formats.

 

 

 

 

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Skybags launches campaign showcasing trek-ready rucksacks for adventure enthusiasts 

Skybags has partnered with Schbang to unveil its latest campaign, ‘Trek ready with Skybags,’ aimed at outdoor enthusiasts and trekkers. It highlights the brand's rucksacks, designed for both comfort and utility, as the ideal trekking companion.

Through a variety of media, including social content, in-store displays, and outdoor advertisements, the campaign emphasises the practicality of the rucksacks, showcasing how they cater to diverse trekking demands, whether navigating the rugged paths of Rajmachi or the misty trails of Kheerganga. It also offers visual trek maps, helping adventurers plan their next journey. The focus is on the rucksacks' spaciousness, durability, and smart design, making them a reliable choice for all trekking adventures.

 

 

 

 

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Parachute Advansed Ayurvedic launches TV campaign featuring real hair fall sufferers 

Marico Limited’s Parachute Advansed Ayurvedic Hair Oil has unveiled its latest TV campaign, #RecommendedbyRealSufferers. It highlights the product's effectiveness through testimonials from individuals who have personally experienced hair fall issues and achieved results using the oil, building on the brand's established trust, particularly in South India.

As part of the campaign, the brand also launched a 30-Day Hair Fall Challenge, featuring influencers from South India who will share their results after using the product. Followers can request a free Recommendation Pack and access educational tips via WhatsApp, reinforcing the brand's focus on providing proven, trusted solutions. The campaign reflects Parachute Advansed Ayurvedic’s commitment to addressing hair fall concerns through authentic experiences and recommendations.

Estée Lauder launches festive campaign celebrating Indian traditions 

Estée Lauder has unveiled its festive campaign, #CelebrateFestiveRituals, spotlighting the cultural and personal significance of Indian festivals like Diwali, Navratri, Karwa Chauth, and Durga Puja. It embraces the country's regional diversity by highlighting the rituals and stories that shape these celebrations, with a focus on inclusivity and empowerment for women. The brand emphasises how these festivals are not only moments of joy but also expressions of identity and heritage.

This year, Estée Lauder has collaborated with four prominent figures—Manushi Chhillar, Roshni Chopra, Shivani Bafna, and Rukmini Maitra—each representing a different festival. Through their personal connections to these celebrations, the campaign brings authenticity and vibrancy to its messaging, underscoring the beauty of traditions and the power of self-expression during the festive season.

Dell Technologies unveils AI-driven festive campaign 'Sweets' 

Dell Technologies has launched its festive campaign, 'Sweets', focusing on how AI-powered technology can enrich personal experiences during the season. It showcases the use of Dell’s Inspiron 14 Plus, featuring AI technology, to recreate a forgotten recipe for the traditional Indian dessert, kheer. The story follows a young man who, with the help of AI and his grandmother, successfully revives the recipe, bringing a sense of nostalgia and joy to the celebration. Through this, Dell highlights the role of technology in connecting people and preserving cherished memories.

The campaign, conceptualised by VML, leverages an omni-channel approach, launching across multiple platforms including YouTube, Facebook, Instagram, and retail outlets in over 35 cities. Available in various regional languages, it aims to reach a wide audience and showcases Dell’s commitment to innovation and customer empowerment. With collaborations involving content creators and influencers, the campaign seeks to demonstrate how AI and Dell’s products can play a meaningful role in both everyday and festive moments.

OnePlus launches heartfelt Diwali campaign focused on compassion for all 

OnePlus has unveiled its 2024 Diwali campaign, 'Make it special for everyone', shifting focus from traditional celebrations to including often-overlooked community members, particularly animals. Through two ad films, it encourages small acts of kindness, showing how simple gestures can make Diwali more meaningful for both humans and animals. The first film captures a family extending their celebrations to homeless animals, reflecting the unconditional love pets bring into homes and how communities can benefit from thoughtful inclusion.

A second film, releasing soon, adds a humorous touch with a young couple gifting each other OnePlus Nord 4 devices, with their cat adding playful moments. Alongside the campaign, OnePlus is partnering with the Heads Up For Tails Foundation to provide essential supplies to shelter animals, reinforcing its message of compassion and community spirit. This initiative aligns with OnePlus’ broader commitment to spreading joy and fostering inclusivity during Diwali, while the campaign integrates Its products like the OnePlus 12 and OnePlus Pad, positioning them as ideal gifts for the festive season. 

ESAF Small Finance Bank celebrates milestones with ‘Clap of Joy’ campaign 

ESAF Small Finance Bank launched its emotional ‘Clap of Joy’ campaign to mark its anniversary, highlighting its journey and impact over the past seven years. It involved an 8-member crew travelling in a branded vehicle across cities like Mumbai and Kolkata, covering over 11,000 kilometers. The team captured emotional stories from customers and communities impacted by ESAF, resulting in two films reflecting the bank’s commitment to supporting underserved sections of society. This campaign aimed to gather feedback and insights directly from beneficiaries and enhance the bank’s presence, particularly in regions with limited visibility.

ESAF’s campaign also showcased its broader mission of social responsibility, in line with its focus on the 3 Ps: People, Planet, and Prosperity. Through interactions with customers and by capturing their experiences, the campaign underscored the bank’s dedication to providing financial services to unserved communities.  

Dhara highlights purity and family values in new mustard oil campaign 

Dhara, an edible oil brand from Mother Dairy, has launched its latest campaign, '0% milawat, 100% swaad,' (0% adulteration, 100% taste) to promote its mustard oil variants—Dhara filtered mustard oil and Dhara Kachi Ghani mustard oil. Conceptualised by Dhara and the DDB Mudra Group, the campaign spans multiple platforms, including TV, print, radio, social media, and OTT services like Hotstar. The ads aim to resonate with audiences by emphasising everyday family values and purity in thought and action.

The campaign features two TV commercials that showcase relatable family scenarios to convey the importance of maintaining purity, both in the kitchen and in life. One ad focuses on a mother teaching her child about the importance of honesty, while the other highlights a family encouraging their son to maintain integrity in his studies. The campaign will run in 12 states, including Delhi NCR, Uttar Pradesh, and West Bengal, during the festive season, aiming to reinforce Dhara’s message of purity and authenticity.

MrMed launches campaign to promote affordable and accessible cancer medicines 

MrMed, an online super-specialty pharmacy, has launched its second digital campaign, 'Dava budget mein bhi hai, aur pahunch mein bhi' (Medicine within your budget and your reach), aiming to address the rising costs of cancer treatment. Collaborating with Filmy Fiction, it emphasises the importance of making cancer medications both affordable and accessible to patients across India. With cancer treatment costs often delaying care, MrMed offers medicines at up to 85% discount, focusing on alleviating the financial burden many patients face.

The campaign highlights the company's mission to ensure that access to cancer care is a right, not a privilege. Through its digital presence, MrMed aims to create a community that supports affordable and transparent healthcare for those in need, reinforcing their commitment to transforming the narrative around cancer treatment.

Everlite by Senco Gold launches Navratri campaign celebrating feminine bonds 

Ahead of Navratri, Everlite by Senco Gold has introduced its latest campaign, 'Har jazbaat ko karein celebrate' (Celebrate every emotion), highlighting the power of unspoken connections. It focuses on the emotional bond between two women, showcasing small yet meaningful acts of support, such as applying a bindi and sharing the excitement of the festivities. These moments reflect the themes of feminine strength and resilience, aligning with the spirit of Navratri.

The jewellery featured in the campaign serves as a symbolic representation of these silent yet powerful connections. Each piece enhances the bond between the characters while embodying the essence of Shakti, the inner strength celebrated during the festival. Through its Shakti Edit and Lotus Collection, Senco Gold continues to honour the divine feminine and emotional understanding, offering designs that resonate with the spirit of Navratri and beyond.

 

 

 

 

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Johnson’s Baby launches campaign featuring Anil and Sonam Kapoor 

Johnson’s Baby has unveiled its latest television ad, 'Irresistible cheeks', as part of its ongoing 'Protection pehle din se' (Protection from day one) campaign. It features Bollywood's father-daughter duo, Anil and Sonam Kapoor, showcasing the brand's moisturising cream. The film, conceptualised by DDB and produced by Flirting Vision, highlights a playful interaction between Anil Kapoor and his reel grandson, with the baby resisting cheek-pulling while Sonam reveals Johnson’s Baby Cream as the secret behind the baby's soft skin.

The campaign emphasises the need for early moisturization to protect a newborn's delicate skin, which is thinner and more prone to moisture loss. The TVC will air across multiple languages on television and digital platforms.

Ikea India's festive campaign celebrates unscripted festive moments 

Ikea India has launched its festive campaign, 'Make room for all things festive', showcasing the spontaneous moments that define Indian celebrations. Conceptualised by Leo Burnett, it features a young couple playfully preparing for a festive gathering, highlighting how Ikea products seamlessly enhance home festivities. The film captures everyday interactions, like sharing a meal and taking selfies, reflecting the unscripted magic that often unfolds during celebrations.

In addition to the main film, the campaign includes short clips emphasising the versatility of Ikea products, from using a cocktail glass for serving sweets to transforming an armchair into a selfie station. The company's range of adaptable home solutions aims to make homes ready for festive gatherings, whether planned or spontaneous, bringing together family and friends during the season.

Spaces by Welspun launches digital campaign with Kajal Agarwal 

Spaces, the premium home furnishing brand from Welspun, has teamed up with actress Kajal Agarwal for a new digital campaign, which will run across platforms like Meta, YouTube, and OTT services. It focuses on blending style and comfort to help homeowners express their personal style. Through a series of digital video commercials and influencer activations, the campaign highlights the brand's commitment to elegance, quality, and comfort.

With the festive season approaching, Spaces is introducing a collection that includes bedsheets, bathrobes, towels, mattresses, and linens, all designed to create a cosy and stylish home environment. The campaign marks a shift towards digital marketing for Spaces, as they aim to engage home decor enthusiasts looking for products that reflect individuality without compromising on comfort. Partnering with Agarwal, the brand aims to inspire homeowners to elevate their spaces with a touch of elegance.

Mortein introduces a two-in-one pest spray with ad campaign 

Mortein has launched its latest 2-in-1 spray, which effectively targets both mosquitoes and cockroaches, with a new campaign. Titled 'Bacche bacche ko pataa hai' (Every kid knows), it highlights the product’s dual-action feature, offering 100% efficacy in eliminating these two common pests.  

Developed by Havas, the campaign aims to encourage Indian households to switch to this convenient multi-solution spray, reducing the need for separate pest control products. The product reflects Mortein's commitment to addressing consumer needs by providing comprehensive and reliable pest protection.

Yes Madam launches campaign with Shraddha Kapoor to promote home salon expertise 

Home salon service Yes Madam has launched a campaign featuring Shraddha Kapoor to highlight its expertise in delivering personalised beauty treatments. Post-pandemic, home salon services have grown in popularity, but Yes Madam discovered that customers often hesitated to embrace them publicly due to the perceived lack of a personal touch. To address this, the brand has focused on upskilling service providers and introducing new technologies to offer the same pampering experience as traditional salons. This campaign aims to position Yes Madam as a leader in home salon services, differentiating it from other players.

The campaign, crafted by The Ridikulus, portrays Kapoor not as a celebrity but as a genuine customer who values Yes Madam's expertise. The tagline, 'Har expert salon expert nahin hota' (Not every expert is a salon expert), underscores the skills of Yes Madam's service providers, emphasising the personal care and attention each customer receives.  

 

 

 

 

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Hero Cycles unveils 'Cycle Hero Hai' campaign to promote cycling 

Hero Cycles has launched its new campaign 'Cycle Hero Hai' (Cycle is the hero) in collaboration with Wieden+Kennedy India. It aims to reposition the company as not just a bicycle manufacturer, but as an urban lifestyle brand promoting healthier and active living. By framing everyday frustrations like traffic, stress, and unhealthy habits as challenges easily overcome by cycling, the campaign seeks to make cycling a mainstream activity for a broad audience.

The campaign’s message highlights cycling as a simple solution for improving fitness and mental well-being, appealing to different demographic groups across India, from urban fitness enthusiasts to students in rural areas. The 'Cycle Hero Hai' narrative is being promoted through digital platforms and outdoor advertising, with a focus on reigniting the excitement and joy of cycling nationwide.

Yippee Noodles ad captures childhood joy in new campaign 

Entourage Films, in collaboration with ITC Limited, launched a heartwarming ad for Yippee Noodles. Directed by Sharat Katariya, the ad highlights the simple pleasures of childhood, where small moments, like enjoying a bowl of noodles, bring immense happiness. The film aims to evoke nostalgia across generations, reminding viewers of the innocence and joy found in everyday experiences.

The ad’s visual storytelling, led by cinematographer Kabir Tejpal, captures the playful energy of children, while lively music by Nikhil Mehta and Jolly Jose adds a fun, lighthearted touch. Despite challenging shooting conditions, the team successfully brought the concept to life, underscoring Entourage Films’ commitment to collaborating with both established and emerging talent.