Tag: campaign film

India – Reliance General Insurance has partnered with creative agency SoCheers to launch a heartwarming campaign film that celebrates the unique bond between siblings, just in time for Raksha Bandhan.

Titled #BachaateRaho, the film captures the heartfelt, everyday moments that define the essence of sibling bonds. It portrays the promise of mutual care and support as siblings stand by each other through life’s challenges.

The film begins with a father and daughter deeply engaged in a cricket match. Suddenly, the younger brother rushes in, visibly distressed, seeking his sister’s help. In a relatable, everyday moment, the sister steps in to calm him down and reassures her father, suggesting that they start preparing to turn the young boy into a future cricket star.

Conceptualised and executed by SoCheers, the film beautifully captures the unbreakable bond of siblings, emphasising that relationships matter more than any circumstance. As the brother’s damaged car is seamlessly protected by Reliance General Insurance, the film subtly showcases the company’s reliable services, like instant video claim assistance and door-to-door pick-up and drop-off. 

Reliance General Insurance’s campaign aims to convey that, much like siblings who support each other, the company also provides unwavering convenience and care at every step.

The campaign film will be showcased across digital and social media platforms.

Prabhdeep Batra, chief distribution officer at Reliance General Insurance, commented, “With #BachaateRaho, we aimed to strengthen the emotional bond with our audience by associating Reliance General Insurance with the dependable and caring nature of sibling relationships. Just as siblings always have each other’s back, we are committed to being there for our customers during life’s health emergencies, reinforcing our promise to protect and support them every step of the way.”

Jitendra Hirawat, director of SoCheers Films, also said, “When we talk about Raksha Bandhan, we immediately resonate with our sibling bonds and the playful banter. We crafted a heart-warming ad film that captures a relatable sibling moment, mirroring the familiar bond we share with them. By subtly integrating Reliance General Insurance’s services, we draw a parallel between these small acts of care and the brand’s commitment to supporting its customers throughout life challenges.”

London, UK – Greenpeace International has teamed up with the socially-driven creative agency We Are Social to unveil a new campaign designed to pressure governments into committing to a strong Global Plastics Treaty, aimed at reducing plastic production and eliminating single-use plastics.

Directed by Jon E. Price and produced by We Are Social Studios, the campaign film highlights the crucial Global Plastics Treaty negotiations set for November in Busan, South Korea. As the final of five planned meetings, it is essential that world leaders reach an agreement to significantly cut plastic production and tackle pollution.

Inspired by this year’s summer of sport, the 75-second campaign film portrays global politicians racing towards the finish line, which is the UN plastics treaty negotiations. The film also illustrates the obstacles they encounter, including bribery attempts and a surge of fossil fuels.

Greenpeace and We Are Social’s campaign film seeks to pressure world leaders, ending on a cliffhanger that leaves the future of a plastic-free planet in suspense, questioning whether enough has been done to secure it.

The film will run across Greenpeace’s social platforms. 

Capucine Dayen, head of global communications and engagement for Greenpeace’s plastics campaign, said, “The race to the fifth and final round of Global Plastics Treaty talks in Busan, South Korea, has started, and we hope this film will help us get to the finish line. We wanted a film that would stand out and raise awareness of the role that our global politicians play in securing a plastic-free future, and We Are Social Studios’ social-first approach was perfect for this.”

Meanwhile, Dan Keefe, UK head of We Are Social Studios, commented, “Greenpeace is a bucket list client with a track record of amazing work. We are so excited to have had the opportunity to work with a charity that creates such tangible change. This project allowed the team to flex their film craft skills and collaborate directly with clients, delivering an important message in a powerful way with our amazing partners and crew.”

Simon Richings, ECD of We Are Social, added, “The film is on the satirical side, of course—watching these men and women run in their suits is funny. But the message is less about shaming them and more about acknowledging the pressure and hard work required to get to this crucially important plastic reduction milestone. But we want them to win! ”

Singapore – This year, as Singapore’s National Day and the Olympic Games coincide, Singtel has launched its annual National Day film, celebrating and supporting Team Singapore athletes who are set to compete in the prestigious sporting event in Paris.

Titled “Shining Bright From Singapore to Paris,” the 90-second film celebrates the Olympic journey of some of Singapore’s most promising athletes. It also highlights the three key ingredients they consider essential for success: speed, resilience, and tenacity.

Kitefoiler Maximilian Maeder shares his ambition to showcase Singapore’s speed and power as he makes his first Olympic appearance this year. Fencer Kiria Tikanah Abdul Rahman, who made history as the first female Singaporean to compete in the epee event, speaks about rising to the challenge to make her country proud. Shuttler Loh Kean Yew, who has earned a world championship title and three BWF World Tour wins, expresses his readiness to demonstrate their tenacity and strength on the world stage.

In the film, athletes prepare for the Paris Olympics with their coaches and teammates, training against the backdrop of iconic Singapore locations such as Marina Bay, Gardens by the Bay, and Henderson Waves at Telok Blangah Hill Park. 

The film is the latest addition to Singtel’s series of branded films embodying its group purpose, ‘Empower Every Generation’. This guiding principle directs every aspect of the business, enabling the power of technology to inspire and uplift communities.

Commenting on the campaign, Lian Pek, vice president of group strategic communications and brand at Singtel, said, “We understand these values all too well, which is why these athletes’ stories of endeavour speak to us at Singtel. As the leading provider of advanced connectivity, digital services, and digital infrastructure, speed and the resiliency of our networks, platforms, and services are crucial to our success and ambitions to serve our stakeholders, be they our customers or communities. Our athletes also remind us that we need tenacity and a little fire in the belly to go that extra mile. I’m sure Singapore’s Olympics story will resonate with anyone who’s ever dreamed of reaching beyond themselves.” 

Singtel has also been an official partner of SNOC since 2012 and was one of the earliest corporate sponsors of Team Singapore athletes. In 2023, the group renewed its sponsorship for the third time, pledging S$1.7 million over the next five years—its largest sports sponsorship to date. This funding is expected to support training grants for athletes and offset fees and expenses at major competitions.

Yuen Kuan Moon, Singtel Group CEO, shared, “As a long-time sponsor of the Singapore National Olympic Council (SNOC), we’ve been privileged to extend our unstinting support to Team Singapore as they’ve strived to represent the country in the world’s major games, putting Singapore on the global stage time and again. The road to the Olympics requires hard work, focus, and the determination to succeed, and these values resonate deeply with us at Singtel. We are proud to feature three of Singapore’s best athletes—Kean Yew, Maximilian, and Kiria—and we hope this will inspire a new generation of youth who dare to chase their dreams and have the work ethic to realise their full potential.” 

Singtel’s National Day film will premiere on Singtel TV and across its digital platforms. Individual videos featuring the athletes and highlighting the three essential values for success will be released in conjunction with their respective event dates, aiming to drum up community support.

Kuala Lumpur, Malaysia – Shell has partnered with GrowthOps Asia, a marketing transformation agency, to launch its latest nationwide campaign, ‘Kembara Lebih Jauh (Quest for More),’ encouraging Malaysians to embrace daily adventures.

The campaign features a film starring Malaysian film icon Remy Ishak as Roger Hensem, portraying a family man who embodies the spirit of adventure in his daily routine. Roger embarks on a journey that includes driving his daughter to a remote camping site, picking up his wife from downtown for a spontaneous date, and visiting his outstation-living parents.

Shell’s latest campaign film features an adventurous score reminiscent of films like Indiana Jones, skillfully infused with Shell’s iconic sonic branding. As the campaign unfolds, consumers will delve deeper into this cinematic universe, discovering more about the characters and the advantages of Shell FuelSave 95.

Launched by GrowthOps Asia, Shell’s lead creative agency, the campaign film will be broadcast nationwide on TV, cinema, outdoor, radio, social media, and digital platforms. 

Speaking on the campaign, Seow Lee Ming, GM of Shell Mobility Malaysia, shared, “Last year, we introduced our New + Improved Shell FuelSave 95 that delivers better by far fuel economy by up to 15 KM longer per tank*. This new campaign aims to go beyond our product benefits and connect with Malaysians by showcasing how Shell FuelSave 95 is part of their daily lives.”

Adzam Bahrin, regional creative director at GrowthOps, added, “Our inspiration came from the idea that ‘every day can be an adventure,’ or  ‘sebagai pekerja, kita hari hari jadi pengembara’. We wanted to create a campaign that resonates with Malaysians and celebrates this idea.”

Singapore – Global brand Anytime Fitness delivers a wake-up call with its latest campaign, “Real Life Never Stops. Anytime Starts Now,” designed to inspire individuals to prioritise their health regardless of how busy life gets.

Anytime Fitness’ new campaign aims to highlight the critical importance of fitness in our everyday lives, emphasising that health and wellness are essential needs, not mere wants.

The campaign film inspires audiences to take action by creatively showcasing individuals from diverse backgrounds—youths, newlyweds, and parents—demonstrating how physical exercise seamlessly integrates into their daily routines.

To drive the campaign forward, Anytime Fitness will offer promotions including reduced membership fees, waived joining fees, and referral incentives, all aimed at encouraging and supporting individuals to start their fitness journeys.

Mark De Joya, chief operating officer at Anytime Fitness Asia, shared, “Together, our message is clear. This campaign highlights the crucial role regular exercise plays in enhancing our everyday lives because, remember, life is better when you train for it, and Anytime Fitness is here to support you on this journey.” 

Anytime Fitness has over 5,500 locations worldwide across 42 countries. In Singapore alone, the global fitness brand has opened 111 clubs and expects to surpass 125 by the end of 2025.

Kuala Lumpur, Malaysia – Oral care brand Darlie Malaysia has partnered with The Shout Group’s creative arm, FCB Shout, to introduce its newest brand campaign titled ‘Closer with a Smile’. 

‘Closer with a Smile’ is Darlie’s newest tagline, developed by FCB Shout in line with the brand’s new regional strategy for all its Southeast Asian markets. 

Accompanying the new tagline is a brand film that reinforces the brand’s purpose of ‘inspiring the confidence to connect’. It also embraces the transformative power of a smile and its ability to break down barriers and spark new relationships. 

FCB Shout’s campaign for Darlie will run across TV, digital, retail, and on-ground activations. And beyond these touchpoints, the full marketing plan also involved the release of Darlie’s much anticipated new packaging, the introduction of a new sonic branding component by way of a brand song conceived by FCB Shout, as well as the launch of two new oral care products: DARLIE Mouthwash and DARLIE Mouth Spray.

Darlie has been working with FCB Shout in a regional strategic capacity since 2021.

Commenting on the campaign, Melissa Wong, marketing director for Malaysia and director of regional brand development at Hawley & Hazel Malaysia, said, “‘Closer with a Smile’ is not the culmination of our journey but rather the start of a new one. We are embarking on a new era for DARLIE, with the clear ambition of fostering a closer and more dynamic connection with our consumers, whoever and wherever they may be. As a brand with a strong heritage in both Malaysia and Asia, we understand the nuances involved in marketing to a diverse audience. ‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen.”

Tjer, head of creative at FCB Shout, also shared, “When a brand with as rich a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up, and even down to the packaging, it’s equal parts exciting and intimidating for a creative. The conceptualization and production of this campaign were extremely complex, as there were so many moving parts for us to juggle. For instance, we had to ensure that this campaign introduces a fresh side of DARLIE in a big way while at the same time not losing the essence of the brand that millions have come to know and love over the past many decades. But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results!”

Meanwhile, Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB SHOUT, said, “It’s been a real privilege working with DARLIE on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose, to the launch of this massive campaign, we’ve been all in. And we will continue to be so as we look ahead to helping the brand gear up for growth.”

Kuala Lumpur, Malaysia – Petron Malaysia has partnered with Ogilvy Malaysia for an emotionally-charged Petron Raya Festive film that depicts the realities of a divorced family and finding harmony in differences. 

Petron’s Raya film centres on a poignant narrative of a single father and his daughter, both navigating their way around the complexities of divorce amidst the anticipation of Raya and the daughter’s upcoming birthday. 

The film shows the father exerting his best effort to take care of his daughter, who is overwhelmed with sadness and yearns for her absent mother during significant occasions. With a stirring digital narrative, Petron aims to touch the hearts of many and ignite important conversations during this festive season. 

This bold storytelling shows Petron’s commitment to authenticity and highlights Ogilvy Malaysia’s skill in capturing raw emotions and creating impactful narratives that deeply connect with audiences.

More than just a story, Petron’s Raya Festive film serves as a testament to Petron’s unwavering dedication to its customers’ happiness. Through this cinematic masterpiece, Petron showcases its deep understanding of the Malay audience, emphasising the importance of finding harmony in differences, especially during the celebration of Raya. 

Adrian Miller, chief creative officer at Ogilvy Malaysia, said, “In our latest campaign for Petron Malaysia, we dared to venture into the realm of authentic storytelling by addressing a subject that is often considered taboo in advertising: the impact of divorce on a family. We believe that real stories resonate deeply with our audience, and by tackling such a brave and authentic subject matter, we aim to connect with our viewers on a more meaningful level.” 

“Divorce is a reality for many families, yet it’s seldom depicted in commercials, especially during festive seasons like Raya, which are typically portrayed as perfect and joyous. By choosing to highlight the struggles of a single father and his daughter during this time, we wanted to acknowledge the diverse experiences of our audience and remind them that happiness can be found even in the most challenging circumstances,” he added. 

Danny Chen Heng Siong, marketing manager at Petron Malaysia, also shared, “With family being the centre of the most meaningful Raya celebrations and understanding the reality that there are families that are not together, we put the focal point on a child’s struggle around the divorce of her parents, magnified by her upcoming birthday, which happens to be on the first day of Raya. With this film, we hope to convey the message that happiness is found in togetherness. When things are difficult, we should put aside our differences to reconcile, seek forgiveness, and find happiness to achieve harmony.”