Tag: campaign film

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.” 

Singapore –Income Insurance Limited, in partnership with BBH Singapore, has launched a new campaign highlighting the importance of critical illness coverage in protecting children.

Titled ‘Unproud Parents,’ the campaign’s film opens with a mother’s voiceover, directed at her daughter Sara, repeatedly stating that she is “not proud”—a sentiment that contrasts sharply with scenes of Sara stepping up in ways that would typically make any parent proud, from caring for her younger brother to managing household tasks.

The film then shows flashbacks revealing Sara taking on responsibilities beyond her years—getting her brother ready for school, preparing meals, and keeping up with schoolwork—while other children enjoy a carefree childhood. This contrast between the mother’s voiceover and Sara’s reality builds tension throughout the film.

The reason for Sara’s burden soon becomes clear: her mother’s cancer diagnosis and the lack of financial protection during recovery. In a poignant twist, the mother’s voiceover is revealed as a misdirection—she is not disappointed in Sara, but ashamed of her own unpreparedness as she watches her children bear the consequences.

Income’s campaign highlights the message, ‘If you don’t protect yourself, you can’t protect their childhood.’ It aims to encourage parents to protect their children by investing in comprehensive coverage.

Janson Choo, executive creative director at BBH Singapore, said, “The devastating effects of critical illnesses on a patient’s child are often overlooked and understated. Without adequate protection, a child may be forced to make life-changing decisions that no one their age should have to face. With Sara’s story, we hope to spark an important conversation and encourage Singaporeans to rethink the role of critical illness insurance.”

The campaign is live across digital platforms, social media, Starhub TV+, and Golden Village cinemas. In addition to the four-minute hero film, it includes 30- and 15-second cutdowns, as well as 6-second YouTube bumper ads.

Income’s campaign highlights that many younger Singaporeans remain uninsured despite the rising incidence of cancer and stroke in their age group. It also coincides with Income’s launch of Complete Life Secure, a whole life insurance plan aimed at providing young parents with lifelong coverage for death, terminal illness, and total and permanent disability.

Dhiren Amin, chief customer officer at Income Insurance, shared, “At Income Insurance, we believe it’s essential to share stories that resonate with the real challenges families face. This story sets out to appeal to and connect with parents of young children, bringing to the fore that one of the best ways to protect the childhoods of their children is to sufficiently protect themselves against life’s unforeseen circumstances.” 

“As an insurer, we seek to go beyond offering protection but also to empower individuals to take the necessary steps to safeguard their loved ones and ensure their financial well-being should life throw them a curveball,” Amin added. 

India – Indian life insurance provider Bandhan Life has collaborated with Havas CX India on a new campaign featuring humorous short films aimed at simplifying insurance concepts and highlighting financial planning during the peak season.

Timed for the key financial planning period of February and March, when life insurance sales typically rise in India, the campaign films use humour and relatable storytelling to engage viewers.

The films feature quirky characters in everyday situations, using humour to simplify concepts like wealth creation, guaranteed returns, and tax-saving benefits. By breaking down complex financial terms and policies into relatable stories, they make it easier for viewers to understand the key points without feeling overwhelmed.

Akhil Almeida, head of marketing at Bandhan Life, said, “In a market where financial planning often feels overwhelming—particularly during the high-stakes Feb–Mar season—our mission is to guide individuals and families toward choices that offer benefits far beyond meeting immediate tax deadlines.”

“By weaving humour and culturally resonant moments into our narratives, we show how straightforward and rewarding life insurance can be. We believe this approach not only simplifies the complexities of coverage and returns but also inspires meaningful conversations—encouraging people to step into a Bandhan Bank branch, ask the right questions, and confidently secure their future for the long run,” Almeida added.

Bandhan’s ad films will be featured across digital platforms like social media and OTT channels, aiming to reach a wide audience during the peak season. The campaign seeks to make financial planning feel more approachable while encouraging informed decisions for long-term security.

Ashu Mhatre, head of creative at Havas CX India, explained, “Bandhan is known to have a special bond with its customers. They understand the nuances seeped in culture to make enduring, life-long relationships.”

Mhatre continued, “The task at hand was to get customers to enquire about Bandhan Life. So, we decided to tap into the idiosyncrasies of typical Indian behaviour—from the haggling auto customer to the art connoisseur looking for a deal, from a future-telling parrot to a failed fireman looking for savings; telling all of them there are better ways to grow money and secure your life. All you need to do is walk into the nearest bank branch and ask about these products. With a generous dollop of humour, we wanted to land a serious message—this isn’t just life…this is Bandhan Life.”

India – For its latest Valentine’s Day campaign, Cadbury Dairy Milk Silk teams up with Ogilvy India to make expressing love effortless, featuring special packaging with heartfelt messages.

Titled ‘Say it With Silk,’ the campaign acknowledges the challenge of expressing emotions. It features limited-edition packaging with pre-written love notes like “You are my love” and “You are special to me,” making it easier to share feelings through a simple gift.

The campaign includes a film about a penguin struggling to express its feelings. When its initial gesture is lost, a Cadbury Dairy Milk Silk Heart Blush becomes the perfect substitute, highlighting how simple acts can convey deep emotions.

Speaking on the campaign, Nitin Saini, vice president of marketing at Mondelez India, said, “Cadbury Dairy Milk Silk has always been synonymous with heartfelt gestures and playing cupid for couples on Valentine’s, so this year, we’re making it even easier for young lovers to express their feelings with our campaign, “Say it With Silk”. Through this, we are bringing love to life in two beautiful ways—on pack and on screen. Our new packaging makes expressing emotions effortless, while our film tells a story that resonates deeply with the essence of love. Together, they create meaningful moments that go beyond words, making Valentine’s even more memorable.”

The limited-edition Cadbury Dairy Milk Silk packs will be available in retail stores and online platforms nationwide. The launch is accompanied by a 360-degree communication campaign aimed at highlighting the brand’s message.

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs at Ogilvy India, shared, “Through the years, Silk has been nudging young lovers to express their feelings to each other on Valentine’s Day. Every year, the brand finds new ways to land this message. This year, we decided to put the spotlight on the hesitation and the awkwardness of finding the words. The story is told through two adorable penguins as our lead characters. Set in the penguins’ world, the story comes from a universal emotion which everyone who is or has been in love will be able to relate to. Our penguins are a tribute to the first step of every love story – expressing your love.”

“Special mention of our Sr. ECD, Akshay Seth and our director, Harshik Suraiya, along with the broader teams at Ogilvy, Vanilla Films and Mondelez, for leaving no stone unturned to bring this cute, animated story to life,” they added.

Shekhar Banerjee, chief client officer & office head at Wavemaker India, added, “Our campaign moves beyond simple messaging to seamlessly integrate into every stage of the journey of finding love. This Valentine’s Day, we are enabling expressions of love at every touchpoint, from the first blush of attraction to the grand gesture of commitment. By understanding the emotional milestones – the shy glances, the hesitant steps forward, the breathless anticipation – we have strategically aligned Silk with key media channels that resonate with each moment. Imagine live, in-the-moment surprises, authentic influencer partnerships, and content that speaks volumes without uttering a word.”.

India – With Valentine’s Day approaching, BigBasket teams up with Talented to deliver a witty reality check on modern dating and its red flags.

BigBasket’s Valentine’s Day campaign flips the script on modern dating, turning red flag frustrations into fast, green-flag deliveries. With a brutally honest take on romance, the campaign delivers a simple yet powerful message: timing is everything.

Conceptualised by Talented and executed by Potli Baba Mediahouse, the campaign features a series of films highlighting common dating frustrations, from ghosting and unmet expectations to catfishing and empty promises. Using humour and relatable scenarios, the campaign draws a parallel between modern dating struggles and the value of reliability and timing.

Speaking on the campaign, directors Mandakini and Bopanna said,  “The goal was simple: make people laugh while delivering a message that resonates. “The scripts gave us a wide canvas to play with. The red flag-green flag construct has a neat two-punch approach to it that we chose to elevate both in terms of visuals and humour. We wanted to treat the films like everyday tableaus of relationship issues. Hence the unobtrusive production design, framing and staccato rhythm.”

Raagaleena Sripada, marketing head for retail at BigBasket, shared, “Love shouldn’t be a waiting game. At BigBasket, we know that timing is everything—whether it’s a last-minute Valentine’s gift, a grocery run, or a comforting treat after a tough day. No one likes to wait, and they shouldn’t have to! This campaign reflects our commitment to speed and relevance, especially for a younger audience that expects both.”

Meanwhile, Aarushi Periwal, founding member and creative at Talented, said, “It’s really that simple – if they wanted to, they would. Our campaign taps into the frustration of waiting, and that’s where BigBasket comes in – showing up when it counts. We’re a generation that craves instant gratification; good thing BigBasket is into that too. With this campaign, we took the painfully real moments we all unfortunately relate to and turned them into something that shows the brand’s true colours – the greenest flag, indeed. “

“BigBasket has been a trusted grocery partner for decades, but now, the challenge was to position them as a 10-minute delivery app. Rather than just talking about speed, we found a deeper, more relatable insight—no one likes waiting. In a world full of breadcrumbing, BigBasket only bread-delivers,” Krisha Kakad, brand strategy at Talented, added.

India – As part of its annual Valentine’s Day tradition, Cadbury 5 Star has teamed up with Ogilvy India for a bold new campaign that enlists older couples to disrupt the excitement surrounding V-Day.

Cadbury 5 Star’s latest campaign film features a data scientist revealing a pattern: youth trends fade when older audiences adopt them. From skinny jeans to social media, once the older crowd joins in, the youth move on. Cadbury 5 Star applies this logic to Valentine’s Day—if uncles take over, the romance fades.

To put this idea to the test, the campaign directs its Valentine’s Week budget toward older couples, funding their dates to create a visible presence on V-Day. The brand will also amplify romantic content featuring older couples across social media, ensuring their participation is seen both online and offline.

Nitin Saini, vice president of marketing at Mondelez India, said, “At Cadbury 5 Star, we’ve always championed the virtue of doing nothing. Valentine’s Day often comes with a lot of pressure of putting on a romantic show, but it is certainly not for everyone. We wanted to take a light-hearted and fun approach to disrupt Valentine’s Day—by enlisting the help of uncles, who are often the last people associated with romance. It is a fun way to demonstrate the lengths to which we at 5star will go to by battling anything that gets in the way of doing nothing.”

Cadbury 5 Star continues its tradition of helping people “do nothing” on Valentine’s Day. After last year’s time-travel hack, the brand now aims to end V-Day for good—with the help of uncles.

Sukesh Nayak, chief creative officer at Ogilvy India, shared, “5 Star’s counterculture take on the cringe around Valentine’s Day has been gaining popularity year on year, so it was a no-brainer that we’d come back with something even bigger.”

“While last year we explored technological interventions like time travel, this time Karunasagar Sridharan (ECD Ogilvy) came up with a completely different yet simple and relatable solution. And our Creative Tech team, led by Rajneesh Bolia, helped build the platform to interview and recruit ‘uncles’ who can take this mission forward while rewarding the youth so that everyone who is tired of the mush around V-Day can actively contribute to pruning it,” Nayak added.

Shekhar Banerjee, chief client officer and office head at Wavemaker India, also commented, “Cadbury 5 Star, known for its counterculture play, is turning Valentine’s Day into ‘Destroy V-Day’ this year, with a cheeky, disruptive message. Our multi-platform strategy targets a digitally native audience through engaging content on Instagram, YouTube, and Snapchat, while extending reach through strategic TV placements for broader reach. The campaign is amplified through strategic partnerships across cinema, retail, and sports, ensuring maximum impact and resonance. Supported by a unique KOL strategy that mirrors the playful, counter-culture spirit of our brand.”

“In a sea of predictable Valentine’s Day messaging, Cadbury 5 Star is poised to disrupt the norm and own the conversation,” Banerjee continued. 

Those looking to take part in Cadbury’s mission can nominate an uncle they know at www.destroyvalentinesday.com. Selected nominees will receive a “date allowance,” while nominators earn a small “commission” for their participation.

Japan – SKYN Condoms teams up with independent creative agency UltraSuperNew Tokyo for its latest Valentine’s Day campaign, transforming an awkward tussle over the last packet of condoms into a hilarious showdown.

SKYN’s latest campaign film explores Honne to Tatemae, the Japanese concept of balancing true feelings (honne) with socially appropriate behaviour (tatemae).

Titled ‘Soft Competition,’ the ad follows a man and a woman reaching for the last packet of SKYN condoms in a convenience store. Their inner honne sparks a comical showdown of expressions and emotions, but they quickly rein it in, reverting to their composed, socially proper tatemae selves.

Annie Hou, associate director for sales and marketing at MAM LifeStyles, said, “This marks a monumental milestone for SKYN. After almost a decade in Japan, we are thrilled to announce that our products are now available in the highly competitive Konbini Market—a space traditionally dominated by big-name brands. This step allows us to bring SKYN closer to you, ensuring both our loyal fans and those discovering us for the first time can find our soft textured product not only in drugstores but also in select konbini locations nearby.”

Yousuke Ozawa, creative director for UltraSuperNew Tokyo, added, “This time, we decided to take a fresh approach by casting the characters as rivals instead of couples, adding a whole new dynamic to the brand. We also made the protagonist a woman, something only SKYN could pull off since the product is designed for both men and women. Instead of the usual submissive or cutesy portrayal of a Japanese woman, we made her a confident, charismatic go-getter. Through this, we hope to shift the image of Japanese women in a more empowering direction while also letting people know that SKYN is now available in convenience stores.”