Tag: campaign film

Indonesia – To break through Indonesia’s highly competitive food and beverage market during Ramadan, Pizza Hut Indonesia has unveiled a bold and unconventional move—a two-hour-long ad titled “NON-STOP SERU 2 JAM BARENG DIP & CRUNCH.”

Departing from the usual emotional tone of Ramadan ads, the campaign film takes an unconventional approach, featuring a continuous loop of humour and togetherness. It highlights Pizza Hut Indonesia’s 1-metre LIMO Pizza and the newly introduced Dip & Crunch through a playful and unexpected format.

In just two weeks, the campaign gained significant traction, drawing high viewership and engagement. The ad’s extended format and catchy jingle resonated with audiences, reflecting the Ramadan tradition of prolonged togetherness.

Pizza Hut Indonesia’s approach highlights the impact of unconventional marketing in a crowded Ramadan advertising landscape. By stepping away from traditional formats, the brand demonstrated how bold creative choices can capture attention and foster cultural relevance.

Astari Fitriani, senior brand & innovation manager at Pizza Hut Indonesia, said, “As a brand that has been in Indonesia for four decades, we continue to strive to stay relevant by understanding the essence of Indonesian culture towards the Ramadan season and translating it into distinctive creative material to break the clutter.”

Fitriani added, “It might seem like a risky choice, but we are glad that the audience’s reception has been positive. This encourages us as a brand to continuously be a pioneer, pushing boundaries, innovating, and not just sticking with the status quo.”

India – Gleneagles Hospitals, part of the IHH Healthcare network, has teamed up with Havas Life Mumbai for its latest campaign, “Where Good People Make You Feel Better”, which goes beyond showcasing medical expertise to highlight the equally crucial role of human compassion in healthcare.

The campaign challenges the perception of healthcare as purely clinical by emphasising the human connections that shape patient experiences. While Gleneagles Hospitals is known for its advanced medical capabilities, the campaign focuses on the personal side of care, highlighting the role of compassion, empathy, and patient support alongside medical expertise.

At the heart of the campaign is a film that tells the touching story of an elderly couple’s recovery, showcasing how genuine care, empathy, and post-hospitalisation support play a crucial role in the healing process.

Speaking about the campaign, Sachin Talwalkar, chief creative officer at Havas Life Mumbai, said, “This campaign introduces a fresh perspective on hospital communication. We took the campaign out of the hospital because the impact of time spent in a hospital extends beyond the patient to their entire family. People don’t just remember the treatment—they remember how they were made to feel. And that’s what sets Gleneagles Hospitals apart – their unwavering commitment to human-centered care, which is the heart of this campaign.”

The “Where Good People Make You Feel Better” campaign highlights the role of human connection in healthcare, emphasising that treatment is not just about medical expertise but also the compassion and care provided by those delivering it.

Anurag Yadav, CEO of Gleneagles Healthcare India, said, “At Gleneagles Hospitals, we believe that the true essence of healthcare lies not just in advanced technology or medical expertise but in the genuine human connections we foster. Our campaign, ‘Where Good People Make You Feel Better’, embodies this philosophy, reminding everyone that behind every treatment and every care plan, there are compassionate individuals dedicated to healing.”

Richard Roy, group CMO, Gleneagles Hospitals India, added, “Our team at Gleneagles Hospitals understands that patients need more than just medical excellence; they need reassurance, kindness, and a sense of belonging. By highlighting these everyday moments of compassion through a human narrative, we’re emphasising what it means to provide holistic healthcare that truly puts people first.”

Singapore – Singapore’s Ministry of Culture, Community and Youth (MCCY), in partnership with Dentsu Creative Singapore, has launched a digital campaign showcasing the dedication, resilience, and extensive support networks that drive Singaporean athletes to success.

The campaign’s hero film, ‘Every Support Counts,’ highlights the collective effort behind an athlete’s journey to success. Featuring three distinguished homegrown athletes, it showcases the vital role of sports nutrition, psychology, physiology, biomechanics, strength and conditioning, and the unwavering support of loved ones in helping athletes overcome challenges both on and off the field.

Beyond the hero film, the campaign expands into five content videos featuring Team Singapore athletes from various sports, including parasports. These athletes share their personal journeys, illustrating the dedication behind their success—from countless hours of training and meticulous nutrition to mental resilience and the drive to reach the pinnacle of their sport.

The campaign features 11 Team Singapore athletes from various sports, including fencing, table tennis, wushu, cycling, and para sports. Among them are Amita Berthier (fencing), Chan Han Siong (para shooting), Izzac Quek (table tennis), Joan Huang (goalball), Kimberly Ong (wushu), Loo Keyon (fencing), Megan Lee (badminton), Riyadh Hakim (cycling), Shanti Pereira (sprinting), Teh Xiu Hong (shooting), and Wong Zhi Wei (para swimming). These athletes represent the dedication and perseverance required to excel in their respective fields.

Supporting them is a team of 10 sports doctors, coaches, and scientists who play a crucial role in their success. This includes shooting coach Deanne Pheong, strength and conditioning coaches Farzad Jalilvand and Razak Mansor, sport biomechanists Goh Wan Xiu and Ivan Ee, physiotherapist Kelvin Ng, fencing coach Oleg Matseichuk, sport dietitian Parimala Sivaperuman, sport psychologist Dr. Shermaine Lou, and sport physiologist Tan Jing Wei. Their expertise in areas like biomechanics, nutrition, psychology, and conditioning helps athletes push their limits and achieve peak performance.

Marielle Nones, associate creative director at Dentsu Creative Singapore, commented, “While athletes are typically celebrated in moments of victory and achievements, with this campaign, we aimed to shed light on the often unseen yet essential aspects of an athlete’s journey.”

She added, “It was key for us to use video content to create an authentic and educational narrative. By featuring real  athletes and the specialists who support them, we hope to inspire the next  generation of sports talent in Singapore and emphasise the importance of a  holistic approach to athletic success.”

The campaign will launch across YouTube, Meta, and TikTok, aiming to drive widespread engagement and inspire audiences to recognise the science, discipline, and dedication behind every champion.

China – Starbucks China has launched its latest campaign celebrating its baristas and highlighting their commitment to craftsmanship, which sets the brand apart.

The campaign, titled ‘好好照顾每一杯’ (meaning “Crafted with care in every cup”), highlights what truly sets Starbucks apart—its passionate baristas. Bringing to life the dedication of Starbucks’ 60,000 baristas in China, the campaign showcases the artistry, craftsmanship, and care poured into every cup.

Developed by advertising agency Anomaly Shanghai, the campaign begins with a brand video centred on the mantra, “The last ten feet are in our hands,” emphasising the role of baristas in delivering care and precision in every cup.

This focus continues through a series of videos that showcase the craftsmanship behind each drink, from the precise pour of a Flat White to the measured shake of an Iced Shaken Espresso, offering a closer look at the skill and attention to detail involved.

To further elevate the campaign, Starbucks China invited its baristas to share their stories, accompanied by distinctive music and a personalised sign-off that includes their name. This initiative offers a behind-the-scenes look at their craftsmanship, highlighting moments that often go unnoticed by customers.

Indonesia – Embracing the spirit of Ramadan, McDonald’s Indonesia has partnered with Leo Indonesia to unveil a heartwarming campaign that highlights the power of family bonds and shared meals.

The campaign revolves around the concept of ‘Satu Rasa,’ which carries a dual meaning in Bahasa Indonesia: “One Heart, One Taste.” It reflects the deeply rooted belief that the dining table is more than just a place for meals—it is a sacred space where differences are set aside, and unity is fostered through the shared experience of food.

Bringing this concept to life, the campaign film follows two playful brothers—one tattling on the other for skipping his fast, sparking a mischievous retaliation at Suhoor. But as they break fast together at McDonald’s, their bond prevails, serving as a heartfelt reminder that family is life’s greatest gift.

The campaign also highlights McDonald’s Indonesia’s locally inspired limited-time menu, Ayam McD Lengkuas with Sambal Bajak. The film depicts how the aroma of the dish and the bold flavours of Sambal Bajak bring loved ones together, turning a simple meal into a meaningful moment. It reflects the broader cultural tradition of food as a unifying force, fostering connection across different backgrounds.

Caroline Kuriadjaja, associate director of marcomm at McDonald’s Indonesia, shared, “In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences are dissolved and bonds are strengthened.” 

“This Ramadan, we wanted to honour this tradition by offering a meal that not only tastes delicious but also brings families closer. Our new Ayam McD Lengkuas with Sambal Bajak are more than just food; they are a catalyst for creating sweet moments of connection,” she added. 

McDonald’s Indonesia encourages families to embrace unity this Ramadan with its limited-time offering, Ayam McD Lengkuas with Sambal Bajak. The meal reflects the tradition of sharing food as a way to bring people together during the holy month.

Hong Kong – Japanese beauty brand SHISEIDO has launched a new branding campaign in Hong Kong, highlighting resilience and strength as part of the rollout for the latest iteration of its Ultimune serum.

The #FullBloomBeauty campaign, developed for the Hong Kong market, was created in collaboration with creative agency Omelette Digital, media agency iProspect, and digital agency Pontac. It is also part of SHISEIDO’s global creative platform, “Freedom From Age.”

The campaign presents SHISEIDO’s camellia as a symbol of resilience, flourishing even in challenging conditions. It also features the latest version of Ultimune, which incorporates the company’s Power Fermented Camellia+ technology. This formulation, designed to support skin immunity, targets ageing skin cells using a memory T cell approach aimed at promoting a more revitalised appearance.

“The term ‘全盛期’ has traditionally been used to define the peak era of an individual. It is our privilege to bring a twist to this concept, reminding consumers that beauty knows no age. Everyone can radiate with full-bloom beauty at the best of their age as they unleash their inner resilience,” said Andrea Choi, creative director of Omelette Digital.

As part of the campaign, SHISEIDO also extends its collaboration with Keung To, Anson Lo, Ian Chan, and Edan Lui of Hong Kong boy band MIRROR, who have been brand endorsers for several years.

The campaign features MIRROR members in a story video reflecting on the resilience of the camellia and how it resonates with their personal journeys. Additionally, a series of individual videos highlights each member’s perspective on resilience and their experiences with the latest Ultimune serum.

To extend the campaign’s reach, SHISEIDO has rolled out a series of out-of-home (OOH) advertisements across Hong Kong, reinforcing the #FullBloomBeauty message. The campaign also includes exclusive MIRROR-themed collectibles, available with purchases, offering fans a connection to both the brand and the boy band.

SHISEIDO also launched a series of teaser videos featuring MIRROR members looking toward the iconic IFC building as camellias bloom in the background. These visuals set the stage for an upcoming SHISEIDO pop-up event, inviting beauty enthusiasts to take part in the celebration of resilience and beauty.

Gloria Ho, president and managing director of Shiseido Hong Kong, said, “New Ultimune is our latest science-backed innovation, backed by over 30 years of research, bringing SHISEIDO’s over-the-century Art & Science together. By highlighting Camellia’s resilience story, we aim to inspire and engage local consumers, demonstrating how our product embodies inner strength and vitality, echoing Shiseido’s corporate mission “Beauty Innovation For A Better World.” This branding campaign, combined with our omnichannel marketing strategy, will create a unique and immersive experience for our customers.”

India – Truecaller, the global caller ID and call-blocking app, has launched a new campaign celebrating its long-awaited arrival on iPhone, capturing the joy and relief of accurately identified calls.

Conceptualised by Talented and produced by Potli Baba Mediahouse, the campaign features Bollywood veterans Deepak Tijori and Sheeba Chaddha dancing with joy as Truecaller finally arrives on iPhone.

The campaign captures the spirit of ‘dance like no one’s watching,’ illustrating how Truecaller’s Live Caller ID lookup enhances caller identification and security for iPhone users.

Speaking about the films, Ashwani Sinha, vice president for global brand at Truecaller, said, “The films try to capture a moment of undiluted jubilation that one may experience when something were to happen after a long, long wait. Now that Truecaller finally works as effectively on iPhones as it does on Android, we decided to celebrate and share our ‘mic drop’ moment with iPhone users in a mutually relatable manner! ”

Binaifer Dulani & Prashant Gopalakrishnan, founding partners at Talented, added, “When every call is no longer a guessing game, but instead a moment of clarity, you can finally enjoy your ringtone again. In a film without dialogue, conscious elements like body language, music, choreography, and sets work harder. With Truecaller finally arriving for iPhone users, this marks a monumental milestone in Truecaller’s India journey.”

India – Samsung, in collaboration with Cheil India, has unveiled a new campaign showcasing how AI-powered innovation transforms laundry, spotlighting the effortless convenience of the Bespoke AI Laundry washing machine.

The new campaign illustrates how Samsung’s AI-powered washing machine simplifies laundry by eliminating guesswork. The film takes a light-hearted approach, drawing parallels between relationships and fabric care—some need extra attention, while others are low maintenance. With AI Wash technology, each fabric gets the right treatment without manual effort.

Featuring Nimrat Kaur and Ira Dubey, the campaign film takes a light-hearted approach to laundry. Ira portrays someone meticulous about getting the perfect wash, while Nimrat demonstrates how the Bespoke AI Laundry simplifies the process—tossing in a full load and letting AI handle the rest.

Tripti Surana, executive creative director at Cheil India, commented, “The Bespoke AI Laundry campaign strikes a balance between humour and relatability. While Ira voices everyone’s laundry concerns as the ‘know-it-all’ friend, Nimrat is the cool new-age woman who shows us how AI can make even the most complicated and mundane chore of doing laundry a breeze.”

Shruti Negi, head of Samsung CE business at Cheil India, added, “Laundry has always been a tedious chore for every household, including mine. Experiencing the latest AI technology that powers the innovative capabilities of the Samsung Bespoke AI Laundry made it clear—this washing machine is a “no thinking required” laundry solution, an AI-powered laundry specialist. This film cleverly allows us to showcase how Samsung AI can simplify the laundry experience for everyone through a very engaging conversation.”

The Samsung Bespoke AI Laundry washing machine comes with a 12kg drum and a 5-step AI sensing system, designed to adjust wash cycles based on load size, fabric type, and soil level. It aims to improve efficiency while reducing fabric wear and tear.

Vikash Chemjong, CCO at Cheil India, explains, “In today’s fast-paced world, we’re all looking for innovations that simplify our lives. With the Bespoke AI Laundry film, we are highlighting how cutting-edge technology can transform even the most mundane household chores into a cakewalk.”

Saurav Katyal, senior director at Samsung India, stated, “At Samsung, we innovate with our consumers’ evolving lifestyles in mind. Indian consumers are looking for new-age digital appliances that deliver best-in-class wash performance with minimum effort while saving energy and time. With Bespoke AI Laundry, we’re addressing the need for a precise wash solution that eliminates guesswork and ensures better wash performance—transforming laundry into a simple, seamless task and giving people more time for things that matter.”

Indonesia – Pocari Sweat has teamed up with Dentsu Indonesia for its latest Ramadan campaign, breaking tradition with a bold horror-comedy approach to highlight the importance of staying hydrated during the fasting season.

Titled “Cairan Tubuh Bocor, Emang Bikin Horor” (“Losing Body Fluids? That’s a Horror!”), the campaign draws on the contrast between Ramadan and horror, using humour to link common dehydration symptoms—dry lips, pale skin, and weakness—to classic horror movie tropes. It also features influencer Fadil Jaidi, his father Pak Muh, and their pet cockatoo, Ocong, whose comedic interactions have gained widespread attention in Indonesia.

The long fasting hours of Ramadan, combined with Indonesia’s tropical climate, increase the risk of dehydration. The campaign aims to position Pocari Sweat as the ideal partner to stay hydrated during this period.

Puspita Winawati, Marketing Director at PT Amerta Indah Otsuka, commented, “Ramadan is one of the most important moments for Pocari Sweat, and each year, we challenge ourselves to find new ways to connect with our audience. We’ve seen how hydration awareness spikes during Ramadan, and this year’s campaign allows us to reach people in an unexpected yet relevant way. For years, Dentsu Indonesia’s team has been a great partner in pushing creative boundaries, and we’re excited to see how this campaign sparks conversations around hydration during the holy month.”

Traditionally, Ramadan marketing in Indonesia is highly competitive, with around 79% of consumers more receptive to ads, which often focus on themes of self-improvement, family bonding, and generosity.

Developed by Dentsu Indonesia, Pocari Sweat’s new campaign takes a fresh approach to Ramadan advertising by tapping into the rising popularity of horror content during the holy month. While Islamic beliefs suggest that demons are locked away during Ramadan, streaming data shows a surge in horror viewership. 

Launched through influencer Fadil Jaidi’s social media platforms, the campaign quickly gained traction, reaching 108 million views and 659,000 engagements across YouTube, Instagram, Facebook, X, and TikTok in a week. Beyond its viral success, the campaign highlights the importance of hydration during sahur while taking a creative approach to Ramadan advertising.

Rangga Immanuel, executive creative director at Dentsu Creative Indonesia, commented, “This is the first time that a brand in Indonesia has embraced horror for a Ramadan campaign, and we’re proud to lead the way. At Dentsu, we always seek fresh, insight-driven ideas that break through the clutter, and the surge in horror content consumption during Ramadan presented an unexpected yet powerful opportunity.” 

India – Monarch Networth Capital, an India-based financial services provider, has launched a new campaign highlighting the cycle of financial dependence passed down through generations of women and the need for financial education to break it.

With the message “Financial independence is not inherited, it’s taught,” the campaign film follows the experiences of three generations of women. It highlights a mother from the second generation who, having witnessed financial dependence firsthand, strives to equip her daughter with the knowledge and confidence to manage her own finances. The story explores how financial education can help break the cycle of dependence and shape a more independent future for women.

Produced by First Take Films, the campaign film is part of Monarch Networth’s broader initiative to promote financial literacy among women, offering tools, resources, and expert guidance to support informed financial decision-making.

Vaibhav Shah, managing director at Monarch Networth Capital Ltd., said, “At Monarch Networth, we believe that true empowerment for women is more than just earning money; it’s owning your entire financial journey. This Women’s Day, our campaign is a call to action—to educate, encourage, and enable women to take charge of their finances and secure their futures.”