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The guiding thought for the launch communication of 24-hour shopping channel Star CJ Alive was built around what the research team heard in their pre-campaign interviews. Paritosh Joshi, chief executive officer of Star CJ Network, said, “In fact during the same research when people were asked whether they shopped from a homeshopping channel, the most oft-quoted response was ‘Paagal hai kya?’ Thus out of this ‘Paagal Hai Kya’ response was born the ‘Paagal’ character – the madman with the crazy hairstyle.”
Insurance, in particular the advertising for life insurance, is usually considered as no laughing matter. However, in Ogilvy & Mather’s new commercials for Aegon Religare, there’s a bit of dark humour to be found.
Paras Pharma's prickly heat powder DermiCool has launched a new advertising campaign for this summer.In the new campaign, DermiCool known as 'Thanda thanda powder' for the last eight years makes a shift to a new brand idea, while continuing with its positioning of a prickly heat powder with a focus on cooling properties.
Aircel has come up with a marketing campaign that asks people to donate spare mobile phones for the benefit of senior citizens in old age homes.The telecom player’s creative agency Dentsu Marcom has created two TVCs in addition to print, poster and web (www.aircelsilence.com). Dentsu says the campaign is primarily targeted at the youth "considering they frequently change their phones".
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