Tag: campaign film

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.”

India – Lovingle, a diaper brand from RSPL, has launched a new campaign with Cheil X that highlights the often-overlooked well-being of new mothers, encouraging families to offer support beyond the baby’s arrival.

Lovingle’s new campaign highlights how family attention often shifts entirely to a newborn, overlooking the mother’s well-being. It also urges support for new mothers and launches digitally with a film and social media assets under #BadhaiHoMaaHuiHai.

The campaign film begins with a young mother reminiscing about her pregnancy, reflecting on how she was once pampered by her family. As the film transitions to the present, it reveals how the same family now focuses solely on the newborn, leaving the mother feeling overlooked. The emotional film draws on real-life scenarios to empathise with new mothers, reminding viewers not to forget their well-being.

Amit Nandwani, national creative director at Cheil X, said, “The communication around diapers in India is focused on babies. We wanted to break this stereotype and shift the narrative to moms who often get neglected once the baby is born. The campaign line ‘Badhai Ho Maa Hui Hai’ beautifully celebrates newborn moms and sets the stage for a movement to sensitise people about the need to shower love on them as well.” 

Neeraj Bassi, chief growth officer at Cheil X, added, “I think the insight nicely captures the dilemmas of a newborn parent, especially the mother. Someone who was part of you is now detached and the centre of the world for everyone around. While it is very understandable at one level, at another level it takes a while to fully grasp this change. Brand Lovingle understands this vulnerability of a newborn mother and urges the family to support her during this phase of transition”.

Lovingle’s campaign takes a different approach in the competitive children’s diaper market by focusing on the emotional journey of new mothers, highlighting their experiences alongside their newborns. It also emphasises providing quality diapers at an affordable price.

Speaking about the product, Harkawal Singh, vice president of global marketing at RSPL, said, “Lovingle as a brand stands out for best quality premium products at an honest, value-for-money price. While our product serves newborn babies, who are the most fragile consumers, even more fragile is the emotive bond of relationships between family members, as a new member gets added to the family. While the category talks about the newborn baby, we wanted to highlight the other newborn, i.e., the mother. Fantastic work by the team to strategically highlight the newborn mother’s emotions and share a new perspective with the audience at large, especially the family members.”

India – Tata Trusts, one of India’s oldest and most respected non-sectarian philanthropic organisations, partnered with creative agency RepIndia to launch a heartfelt campaign celebrating grassroots progress and bringing to life the transformation of dreams into reality.

Tata Trusts’ Republic Day campaign draws inspiration from the familiar childhood exercise of writing essays about ‘India of my dreams,’ highlighting how aspirations on paper transform into tangible progress when met with action.

Created by RepIndia, the campaign film uses paper cutouts and stop-motion animation, paired with a catchy jingle inspired by nukkad naatak and grassroots storytelling. It highlights India’s tangible progress, showing how dreams on paper have become reality.

In an Instagram post, Tata Trusts wrote, “This Republic Day, we are reminded that the Constitution is a collective promise—a call to action that channelises aspirations and forms the foundation for a progressive society and nation.”

“On this day, Tata Trusts rededicates itself to nation building by continuing its efforts to empower communities, helping them turn aspirations into actions,” Tata Trusts added. 

India – Havells India Limited has tapped Bollywood star Vicky Kaushal for its latest campaign, which highlights the brand’s innovative grooming solutions for men and delivers the powerful message: #TakeChargeofYourLook.

Created by 82.5 Communications India, the new campaign features the Havells Super Grooming Kit and trimmer, designed to address the daily grooming needs of modern men. With customisable products offering precision and versatility, the campaign aims to highlight the simplicity and convenience of these tools while emphasising Havells’ focus on personal grooming.

The campaign includes two films. The first features a light-hearted moment highlighting the precision and ease of the Havells Super Grooming Kit, with Vicky Kaushal demonstrating effortless results. The second film shows Vicky advising friends on personal and professional growth, emphasising how grooming can boost confidence and unlock potential.

Chandana Agarwal, president of 82.5 North and East, said, “Personal grooming is an intrinsic part of self-expression, and our campaign with Havells aims to inspire individuals to own their look with pride. With Vicky Kaushal as the face of this campaign, we wanted to bring alive the idea that grooming is not just about looking good—it’s about feeling empowered to make a mark in every sphere of life.”

Preeta Mathur, ECD at 82.5 North, added, “#TakeChargeofYourLook is more than just a mantra—it’s a battle cry for self-expression. With Vicky Kaushal at the helm, our films show stories of him mentoring those who seek advice on how to win in their everyday lives and also see him play it smooth as you groom yourself.”

Through this campaign, Havells aims to highlight its commitment to providing advanced grooming solutions that help consumers confidently take control of their style. It emphasises grooming as a form of self-expression, empowering individuals to embrace their unique journey.

Deepak Bansal, SBU head—electric consumer durables at Havells India, said, “Young consumers today are trendsetters who value grooming as an extension of their personality. They are quick to embrace innovative products that align with their lifestyle. With our advanced grooming range, Havells caters to this growing segment, delivering grooming tools that are easy to use, efficient, and stylish. The ‘Take Charge of Your Look’ campaign, led by Vicky Kaushal, resonates deeply with this audience, inspiring them to adopt a confident and self-assured approach to grooming early on.”

Rohit Kapoor, EVP of marketing communications at Havells India, added, “At Havells, we’ve observed a growing demand for grooming solutions that are not just functional but also integral to shaping personal identity. Today’s consumers seek products that resonate with their aspirations for confidence and self-expression. With Vicky Kaushal, a style icon for the youth and a symbol of charisma, leading our ‘Take Charge of Your Look’ campaign, we’re bringing this vision to life. His relatability and appeal perfectly complement our innovative grooming range, inspiring consumers to embrace their individuality and redefine their style journey.”

Singapore – Standard Chartered (the Bank) has launched its latest global wealth campaign, inspiring affluent clients to take charge of their financial ambitions and capitalise on opportunities to grow their wealth.

In collaboration with Publicis Groupe Hong Kong and Singapore, the ‘Now’s your time for wealth’ campaign showcases Standard Chartered’s global network, expertise, and wealth investment solutions.

The Bank’s campaign delivers a compelling message: “The cost of waiting could mean falling short of one’s wealth ambitions.” It highlights the Bank’s key differentiators—its global network, client continuum, and wealth expertise—designed to help affluent clients, including global Chinese, global Indians, entrepreneurs, and sophisticated investors, grow, protect, and pass on their wealth.

Samir Subberwal, global head of wealth solutions, deposits and mortgages, and chief client officer, said, “For over 170 years, Standard Chartered has been faithfully serving our clients in Asia, Africa, and the Middle East. Now’s the time to let our clients know that we are with them on their wealth journey. We are well positioned to continue showing them market opportunities and supporting their wealth ambitions with our diversified wealth product offering, a clear wealth advisory approach that is enabled by digital wealth capabilities, and our open architecture platform of differentiated and comprehensive wealth solutions tailored to their needs.” 

The global wealth campaign underscores Standard Chartered’s commitment to data-driven, personalised marketing for a more holistic client engagement. It also highlights the Bank’s goal to grow its affluent business, targeting USD 200 billion in affluent Net New Money and double-digit Wealth Solutions income by 2029.

The campaign will be showcased through a mix of out-of-home advertising at airports and city locations, print ads, film, and content partnerships with leading international, regional, and local media across seven key markets: Singapore, Hong Kong, Mainland China, Korea, Taiwan, the UAE, and India. 

Haymans Fung, global head of marketing for wealth and retail banking, said, “The genesis of our campaign is inspired by our clients and their wealth ambitions, now and in the future. We wanted to break away from the norms of speaking esoterically to the meaning of wealth planning and instead espouse a refreshingly human and direct tone that is in lockstep with the reality of our clients  needs and ambitions. We are excited to unveil our “Now’s your time for wealth” campaign across our network and let the power of the creatives tell the Standard Chartered story.”