Category Archives: Campaign

Tata Pravesh launch new campaign “#Shutoutcorona with #DoorsofIndia”

Brand of steel doors from Tata Steel, Tata Pravesh has released a film #DoorsOfIndia. The film demonstrates how India is united in its fight against Corona, shutting all its doors to signify that when an entire country shuts its doors, it has the power to shut out Corona.

The film is made with Instagram and twitter posts by hundreds of Indians with the Tata Pravesh hashtag #DoorsOfIndia. These shots were combined with footage of closed doors sourced from the Wunderman Thompson team across 6 Indian cities.

The film begins with shots of doors closing followed by a montage of closed doors from various geographies covering the entire expanse of this vast nation. The fast-paced montage is choreographed to a ‘homemade’ soundscape that is evidence of how work from home can give birth to truly ingenious solutions.

P. Anand, chief – services and solutions business, Tata Steel, said, “Tata Pravesh has always endeavoured to open minds through evocative socially connected films. This relevantly timed film reminds people to stay behind closed doors, that being the best way to combat Corona.”

Senthil Kumar, chief creative officer, Wunderman Thompson, said, “The idea was to bring alive the fact that India has shut its doors on Corona. This simple idea was executed powerfully by featuring doors from various provinces which gives the film a pan India scale while indicating that the #DoorsOfIndia will remain closed till we #ShutOutCorona.”

Arjun Mukherjee, ECD and VP, Wunderman Thompson, Kolkata, said, “It was important to tell people that all it takes to flatten the curve is to shut the door. The film uses doors of various shapes, sizes, age and lineage which reflect the diversity of this nation, all united in shutting out Corona.”

Vijay Jacob Parakkal, senior VP and managing partner, Wunderman Thompson, said, “The vast numbers who have closed their doors on Corona is testimony to the exceptional resolve and fortitude that our country has always demonstrated in times of stress. We are delighted to partner Tata Pravesh on this film which shows what India can do if it puts its heart into it.”

An ET Report

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Dove’s new campaign redefines real beauty

The US has been worst hit among all countries in COVID-19 pandemic with total active cases and death touching 500,000 and 19000 respectively. It has been very tough time for the US’ healthcare systems with medical staff battling out like true warrior against the fight to curb this menace.

Dove has put a new face on Real Beauty advertising through a “Courage Is Beautiful” campaign, breaking in the U.S., showing faces of healthcare workers marked by the protective gear they’ve been wearing during the coronavirus crisis.

The initial ad broke early this week in Canada, with a U.S. version featuring more photos of U.S. healthcare workers on April 8th.

Alessandro Manfredi, executive vice president of the global Dove brand, told Ad Age, “The idea came from WPP’s Ogilvy Canada spotting photos of healthcare workers on the front lines, taken by Italian photographer Alberto Giuliani. There was a feeling we got that courage is beautiful. We thought why not try to show people who were doing this and also ask people to join us to thank these people who are risking their lives? We did it in, I have to say, four or five days. Then we needed to know we have the images that were right for the U.S. and took two more days for the U.S. It was the fastest campaign I ever saw in my entire life.”

The brand is also donating to Direct Relief as part of the effort. “As a thank you, Dove is donating to @DirectRelief to care for front-line health care workers in the US. See what else we’re doing and join us at Dove.com/BeSafe,” it tweeted. Dove’s parent company, Unilever—which also houses Tresemmé, Simple, Suave, and St. Ives, among others—has overall donated more than $108 million in supplies and money to relief efforts via Feeding America and other charities.

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Indian’s clubs Mohun Bagan and East Bengal selected to be part of #BeActive campaign by FIFA

Current Hero I-League champions Mohun Bagan and its fellow club Kolkata giants Quess East Bengal have been selected by FIFA, the United Nations (UN) and the World Health Organisation (WHO) to be a part of the #BeActive campaign, which encourages the fans to maintain their fitness at home.

According to press release by FIFA, “WHO recommends all healthy adults do at least 30 minutes a day of physical activity and children at least 60 minutes per day. As part of this, #BeActive and remain #HealthyAtHome include the following suggestions along with any other form of recreation to stay healthy at home:

  1. Taking some online exercise classes,
  2. Dancing,
  3. Playing active video games,
  4. Jumping rope, and
  5. Practising muscle strength and balance training.

The campaign kicks off with Real Madrid CF, FC Barcelona, Liverpool FC and Manchester United FC asking football fans to set aside their rivalries and to come together to #BeActive in order to defeat the coronavirus. Other clubs, including Club América, CD Guadalajara, Beijing Guoan FC, Shanghai Shenhua FC, Mohun Bagan AC, East Bengal FC, Melbourne City FC, Sydney FC, Auckland City FC, Team Wellington FC, CA River Plate, Olympique de Marseille, TP Mazembe, CR Flamengo and SE Palmeiras will also join the initiative in the coming days.

As part of the campaign, world-famous players share the following message: “At this time, even rivals need to stick together. We have to keep our distance, but we do not lose our focus. We can show solidarity by being active, and active means following the guidelines from the WHO.”

The All India Football Federation has also launched its own campaign to help the fans stay fit while quarantining at home – #FitWithIndianFootball. As part of the campaign, different Indian National team footballers have taken to the screens on social media to explain to the fans different football-specific exercise routines that they can work on at home.

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OnePlus launch new creative campaign #HyperTaskers

The campaign is aligned with upcoming launch of its new OnePlus 8 smartphone series on April 14.

OnePlus has unveiled a new marketing campaign aligned with its upcoming launch of OnePlus 8 series. Titled as HyperTaskers, the campaign represents the new generation generation that seamlessly switches between a diverse range of roles, while attuned to performing tasks at an incredible speed using OnePlus flagship devices.

In the blog post of campaign, the company said “Multi-tasking no longer captures the reality and sheer speed of an always-on, hyper-connected life. Thus HyperTaskers is the new the philosophy behind this launch. It’s also a mirror for us and the way we live now. We’re all HyperTaskers now. If there was ever something built expressly for HyperTaskers, it’s the OnePlus 8 Series. Designed for those who lead with speed and make every nanosecond count”

The campaign was conceptualised and implemented by Wieden + Kennedy, a leading global advertising agency, and will run from April-July 2020 across OnePlus India’s YouTube, Facebook, Instagram and Twitter channels

Siddhant Narayan, head of marketing, OnePlus India, said, “OnePlus aims to create innovative, burdenless technology to help our users achieve more. With our users today striving to fulfil a series of aspirations in this fast-paced world wherein every nanosecond matters, we believe that the word ‘multi-taskers’ no longer does them justice. With our ‘HyperTaskers’ campaign, we celebrate a new generation of individuals who thrive across multiple spheres of their lives, while adding fervour to our much-awaited OnePlus 8 flagship series launch.”

Hindustan Unilever and UNICEF join forces for new campaign against COVID-19.

Hindustan Unilever (HUL) and United Nations Children’s Fund (UNICEF) have come together to undertake a mass media campaign titled ‘#BreakTheChain’ / #VirusKiKadiTodo’.

The campaign will feature 5 and 15-second powerful clips is based on three key themes – social distancing, handwashing and generosity. These short informative clips will be streamed across India through television, news portals and prominent social media channels.

Sanjiv Mehta, chairman and managing director, Hindustan Unilever Limited, said, “We need to come together as a nation and be supportive of each other during this crisis. Our campaign will help address these challenges and at scale. Along with UNICEF, we are also committed to working with the government and making essentials like Lifebuoy soaps, hand sanitizers and Domex cleaners available across a wide geography which is the most critical need today.”

Three clips have been release so far.

Clip 1
Clip 2
Clip 3

Yasmin Ali Haque, India representative, UNICEF, India, said, “COVID-19 disease has thrown up many challenges and among them is getting the right information to everyone, no matter where they live and whatever their situation, in the shortest time possible. Our partnership with HUL is important as it leverages HUL’s communications strength as well as rural marketing outreach with UNICEF’s technical expertise and messaging. We hope that through this effort we are able to bridge the communication gaps by sharing information to contain the spread of the disease.”

In the press release, it was also mentioned that the campaign will seek support from media organisations, macro and micro social media influencers thought leaders and celebrities in spreading the message.

JK Tyre promote social distancing in its new campaign

To promote importance of social distancing in the COVID-19 outbreak, JK Tyre introduced a social media campaign titled #DistanceOKPlease. Based on the popular Truck Shayari concept, the campaign appeals to the citizens with witty popular slogans that are often seen on commercial vehicles in India. The campaign went live on social media platforms of JK Tyre (Facebook; Twitter, Instagram) with a focused outreach through Facebook.

It brings colourful and illustrative messages on the need to stay at home during the lockdown period, such as, “Phir Milenge, Tab Tak, Door Rahenge, Safe Rahenge” and “Jiyo Aur Jeene Do, Par Bahar Na Jaane Do”.

Srinivasu Allaphan, director, sales and marketing, JK Tyre and Industries, said, “It is an unprecedented and highly sensitive time for all of us, which demands us to come together – online to face this problem. It is crucial for brands to take ownership and leverage existing resources to inform the public and increase visibility and influence at the community level. We are making every attempt to raise consciousness about the precautionary steps to avoid the spread of COVID-19.”

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Times of India Group and Dainik Bhaskar Group join forces against fake news

Conceptualised and executed by Jack in the Box Worldwide

The Times of India Group, along with the Dainik Bhaskar Group, has launched an initiative titled, Kaun Banega, Kaun Banayega, which is a series of films to highlight the fake news malaise in India and educate readers on the importance of reading the newspaper.

The campaign features Cyrus Broacha , who uses humour to tackle the problem of fake news.

The campaign underlines loads of forwards that we get – ranging from jokes to videos to news. It is not uncommon for many to immediately forward something one likes or finds sensational. This is where the problem starts, because not all forwards we get are verified or authentic. They are created either to entertain or mislead, all with a vested interest.

By forwarding fake news, we are only compounding the problem and aiding the people who are behind the creation of the same. This sets off a chain reaction of false news, wrong opinions and eventually wrong decisions and actions.

Two films out of the seven-video series got a tremendous positive response from social media with over 2.9 million views.

You can watch the videos here:- https://www.youtube.com/watch?v=32CT7MP4dLw

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