Tag: Campaign

India – POCO India, in collaboration with Monks India, has launched its latest campaign featuring Bollywood actor Akshay Kumar as the brand ambassador, aimed at connecting with today’s high-performance youth.

The campaign unveils POCO’s X7 and X7 Pro alongside its new brand positioning, ‘Xceed Your Limits,’ crafted to connect with a social media-savvy Gen Z audience. It speaks to gamers, performers, doom scrollers, and pop-culture enthusiasts, highlighting how the phone’s high performance and AI capabilities empower users to push boundaries and overcome barriers.

Conceptualised and created by Monks India, the campaign features Akshay Kumar in a comic-book-inspired live-action film, paying tribute to the fast-paced, action-packed world of movies and games. Kumar embodies the brand’s ethos of high performance and the signature ‘X’ attitude.

Commenting on the launch, Soven Mandal, executive creative director at Monks India, said, “The lens of advertising a product needs to shift towards content marketing. In today’s world, slapping product advertising on a user’s feed will probably result in getting lost in the clutter of content they see. This is especially true for Gen Z. They need to see content based on what they are willing to watch on their feed organically. More pop culture, fewer ads. And with the superhero shebang of the Marvel and DC universe taking over social media and their fans, it made sense to project the brand to our fans similarly.”

The campaign launched in January with teaser content on social media, culminating in a 60-second film. The end-to-end campaign was developed and delivered within weeks, reflecting the fast pace of today’s social-first culture. It highlights the need for brands to adapt as real-time creators, delivering impactful work that resonates in the moment.

“Our approach was to create a narrative that isn’t just seen but felt, high-energy and engaging, an experience that connects with the audience in a way that feels organic and authentic. With POCO X7 and X7 Pro, we embraced the ‘Xceed Your Limits’’ not just as a message. Our team pushed boundaries by reimagining the typical phone ad into something more than just a product showcase,” said Megha Ahuja, VP of account management at Monks India.

“In production, timing is everything. We were working in real time where speed had to coexist with the highest standards of quality. The entire process from pre-production to final cut was planned meticulously, with seamless coordination and an incredible team effort. It wasn’t just about moving fast; it was about executing with precision under tight timelines, ensuring we deliver a campaign that amplified the essence of POCO X7 and Akshay Kumar Xceed Your Limits,” added Liju Kochummachan, VP of production and COE at Monks India.

U.S.A – Lee Kum Kee has teamed up with Grey Hong Kong to launch its first-ever U.S. campaign, aiming to build brand awareness and highlight the multilayered flavours of its signature Chili Crisp Oil to American audiences.

Titled ‘Deliciously Complicated,’ the campaign introduces U.S. audiences to the layered flavours of Lee Kum Kee’s Chili Crisp Oil and how it can enhance simple meals.

The campaign video opens with the question, “What’s this?” and answers with, “It’s complicated.” It takes viewers through the product’s layers, from crispy chili to savoury sesame, highlighting its ability to add depth to everyday dishes.

Lee Kum Kee and Grey Hong Kong have focused on platforms like Connected TV, YouTube Pre-roll, and Walmart.com to increase visibility and engagement. Additional visuals and digital banners encourage audiences to share their interpretations of the product’s complex flavour.

Elaine Thai, vice president of marketing at Lee Kum Kee U.S., shared, “For over a century, Lee Kum Kee has brought authentic Asian flavours to kitchens worldwide. Chili Crisp Oil builds on that legacy with a flavour profile that is anything but ordinary. This campaign invites U.S. audiences to discover its layers and elevate their everyday meals.”

This marks Lee Kum Kee and Grey Hong Kong’s first multilayered U.S. campaign. Their collaboration began with successful campaigns in Hong Kong, including the ‘Instant Noodles Launch’ and ‘Yummy Convenience Store’ pop-up, leading to their first U.S. partnership. 

With over 135 years of history and 30 years of experience with Chili Crisp Oil, Lee Kum Kee emphasised that the product’s complexity should be the focus for this new campaign.

“Lee Kum Kee Chili Crisp Oil is all about layers. Each taste adds something unique and brings texture, depth, and surprises with every bite. Like a good wine or highly rated coffee, it has complicated flavours authentic to their heritage, which inspired the campaign’s creative direction,” said Rick Kwan, executive creative director of Grey Hong Kong. 

“Deliciously Complicated’ embraces the idea that some things shouldn’t be simplified. The richness of Chili Crisp Oil isn’t just about good; it’s about creating an experience that encourages curiosity and embraces a taste journey,” added Kwan. 

As part of the campaign, Lee Kum Kee’s Chili Crisp Oil is now available at Walmart, both in over 2,600 stores and online.

India – Ludic, the footwear-first lifestyle brand, has launched a new ad campaign for its latest slider collection, blending relatable nostalgia and humor to highlight the comfort of its stylish footwear. 

Created by Braindad, Ludic’s new ad film offers a light-hearted take, showcasing the comfort and versatility of its sliders through a humorous interaction between a customer and a sales staff. The storyline playfully suggests that, despite exploring various options, Ludic sliders remain the top choice for both comfort and style.

The campaign, with the tagline “Comfort aisa, ki ab kya bataayein (Comfort so good, words can’t describe it),” blends nostalgia and humour to create a relatable and enjoyable experience. Through its witty execution, the campaign captures the brand’s essence while connecting with a broad audience.

Commenting on the launch, Ishit Jethwa, founder of Ludic, said, “At Ludic, we’ve always been committed to crafting products that blend comfort with bold, stylish designs. With over six months of meticulous development behind them, our new Sliders break the mould—quite literally. Furthermore, with multiple colourways and a competitive price point, we are confident that this product will enjoy a large acceptance. And working with Braindad on the campaign was an incredible experience, as this film perfectly captures the essence of Ludic—fun, functional, and deeply relatable.”

Vishal Dayama & Devarsh Thaker from Braindad added, “Working with Ludic has been super! At Braindad, we love brands that approach the unconventional ideas we bring to the table with a certain trust and freedom—allowing us to cook! Ludic has been a really supportive partner through this journey of concept to execution where humour and individuality shine, bringing forth the brand’s vision and personality.”

Ludic’s Slider collection reflects the brand’s vision, offering a blend of all-day comfort and a fresh design. Crafted from the ground up, it aims to meet the demand for both comfort and style in footwear.

Hong Kong – Japanese beer brand Asahi Super Dry has teamed up with renowned Japanese art project TERADAMOKEI to unveil limited-edition Model Kit-inspired cans and packaging, bringing a fresh, creative twist to Lunar New Year celebrations.

For this campaign, Asahi Super Dry tapped TERADAMOKEI’s signature 1:100 scale Model Kit concept to create limited-edition cans that depict a vibrant Lunar New Year scene, complete with friends, festive décor, and lively conversation around a table set with Asahi Super Dry glassware.

The design highlights barley and hops in yellow, honouring the core ingredients of Asahi Super Dry, while speech bubbles symbolise the connections people share—both online and offline—during festive gatherings. The blend of traditional Lunar New Year red with sleek Asahi Super Dry silver adds a modern, dynamic flair to the packaging.

With these limited-edition creative cans, Asahi Super Dry aims to celebrate the joy of creation and enhance the festive spirit by delivering a unique twist to Lunar New Year celebrations for beer lovers across the region.

Just as Asahi Super Dry’s crisp, refreshing taste symbolises progress, TERADAMOKEI embodies modern Japanese innovation through its paper model kits. Founded in 2011 by award-winning architect Naoki Terada and Fukunaga Printing Co., the project has redefined the Model Kit genre by shifting from mechanical designs to human scenes and replacing plastic parts with paper, broadening its appeal beyond hobbyists.

Asahi Super Dry’s limited-edition Model Kit design cans, created in collaboration with TERADAMOKEI, are now available across APAC in supermarkets, online, and select restaurants—including Hong Kong, Mainland China, Taiwan, Thailand, Singapore, and, for the first time, Vietnam.

Japan – Apple, in partnership with TBWA\Media Arts Lab Tokyo, has unveiled its latest campaign celebrating the remarkable creativity and innovation of Japanese university students, spotlighting their achievements through dynamic extracurricular groups.

Titled ‘Mac for Students’, Apple’s campaign celebrates the ingenuity and innovation thriving within Japan’s university extracurricular groups, known as “circles.” These student-led teams are breaking new ground in fields such as hybrid rocket engineering, stop-motion animation, game development, and sports analytics.

The campaign showcases how Mac and iPhone empower students to bring bold ideas to life and collaborate creatively. Whether mastering engineering with Fusion 360, crafting art with Adobe Creative Suite, or analysing sports with SPLYZA Teams, Apple’s new campaign spotlights Mac as the ultimate tool for innovation across disciplines.

Directed by Koichi Tokuhira, the campaign spotlights four university circles: SARD from Muroran Institute of Technology (Hybrid Rocket Engineering), studioJACA from Tama Art University (Stop-Motion Animation), freshmeeeeeeen from Osaka Electro-Communication University (Game Development), and ULTIMATES, the Women’s Lacrosse Team from Rikkyo University (Sports Analytics).

The campaign features students sharing their stories, showcasing how they achieved groundbreaking work with Mac. It debuts on January 2 during the Hakone Ekiden broadcast, a historic New Year’s marathon relay symbolising the teamwork and determination that

Hong Kong – As the peak travel season approaches, Uber Hong Kong, in collaboration with Omelette Digital, has launched the ‘Airport Code War’—a two-week interactive social media campaign spotlighting the travel hurdles Hong Kongers face when journeying to the airport from different districts.

The campaign kicked off with an Instagram Reel featuring local celebrity Neo Yau, who shared his frustration over the challenges of getting to the airport while preparing for the Taipei Golden Horse Film Festival. Pledging to help fellow travellers, Yau promised to work with Uber HK to secure promotional codes.

The next day, Yau announced he had secured 5,000 promo codes and officially launched the Airport Code War. Hosted on the newly created Instagram page @airportcodewar, the campaign invited residents from all 18 Hong Kong districts to vote for their neighbourhoods to win geo-targeted promo codes. Humorous, district-specific content further engaged the audience and fuelled the friendly competition.

Created by Omelette Digital, Uber HK’s campaign unfolded with unexpected twists and surprises over its two-week run. A playful rivalry within Neo Yau’s production company, Trial and Error, added to the drama as Hui Yin and So Chi Ho—staunch supporters of Kwun Tong—challenged Yau, who backed Tuen Mun.

The competition gained momentum as more social influencers joined, championing their neighbourhoods and urging residents to vote for promo codes. Two rally events further amplified awareness, sparking lively discussions and widespread sharing across local district Facebook groups.

Eric Ling, demand growth lead at Uber HK, shared, “December stands as the peak month for airport activity with the highest volume of both inbound and outbound traffic. This promo-driven campaign enables us to influence riders’ decisions when selecting their mode of transportation to the airport.”

Andrea Choi, creative director at Omelette Digital, also said, “It all started with a simple local insight, and it has been a rewarding experience to leverage Hong Kongers’ affection for their districts and witness the unfolding of this fun-filled battle. For us, this campaign feels like an experiment – anything could have happened despite our meticulous planning and intensive research. We cannot thank the client enough for the unwavering trust.”

The Airport Code War wrapped up on December 18, with Sha Tin District claiming victory and earning 2,500 50%-off promo codes. To celebrate the travel season, Uber HK also released 15,000 25%-off promo codes as a merit reward for all Hong Kongers gearing up for their vacations.

India – To captivate digital-savvy audiences, Flipkart has unveiled its latest ‘Android Advantage’ campaign, blending humour, relatability, and innovation with the whimsical charm of a Sad Panda, turning it into an internet sensation.

Flipkart’s campaign shares a  relatable story of modern connection, following a man who turns into a panda—a playful metaphor for feeling ignored by his phone-obsessed partner. The twist? He’s planning a heartfelt surprise using Android’s exclusive features like Google Gemini and Circle to Search.

The film showcases how technology fosters heartfelt connections, highlighting Android’s advanced features. Its engaging story has captivated audiences, amassing over 100 million Instagram views and sparking viral social media buzz within a week.

Before the ad film premiered, the Sad Panda had already made its mark in unexpected places. As part of the campaign, the forlorn character appeared in meme-worthy scenarios—sitting dejectedly on a park bench, holding signs at Marine Drive, or sulking outside a club—sparking curiosity and lively conversations online.

As Sad Panda trended on Twitter, influencers joined the buzz, sharing photos and videos with the melancholy mascot. Meme pages and pop culture accounts quickly amplified its charm, making Sad Panda a relatable symbol of humorous loneliness that struck a chord with Gen Z audiences.

The campaign combines pop culture and modern technology to craft a narrative that resonates with younger audiences. With its engaging storyline and showcase of Android’s cutting-edge innovations, the Sad Panda campaign aims to redefine digital storytelling with a fresh, innovative approach.

Flipkart’s Sad Panda will return for Flipkart’s Big Saving Days starting December 20, spotlighting the best deals on Android Advantage—an ideal opportunity for audiences to upgrade their devices.

Hong Kong – The Hong Kong Tourism Board (HKTB), in partnership with Grey Hong Kong, Hongkong Post, and Carat Hong Kong, has infused WinterFest with a vibrant twist, transforming everyday icons into festive delights that aim to spread joy across the city.

Winter in Hong Kong has long been marked by dazzling lights, stunning skylines, and festive decor. This year, fresh excitement fills the air as ordinary sights are transformed into joyful surprises.

Rick Kwan, executive creative director of Grey Hong Kong, said, “Winter is a time for joy and connection, and WinterFest is about bringing a new kind of surprise to the traditional holiday season. We wanted to capture the beauty of Hong Kong’s traditions while showing how even everyday sights, like mailboxes and trams, can spark wonder when reimagined.”

This year, WinterFest takes a fresh approach as HKTB gives iconic city sights a festive makeover. Hongkong Post’s mailboxes transform into ‘Postmas Trees,’ while the tram’s signature ‘ding-ding’ becomes a joyful jingle. Even classic postcards, enhanced with festive filters, offer a new perspective on Hong Kong’s dazzling lights and winter magic.

“We wanted to bring out the unique charm of Hong Kong and spread festive joy around town through WinterFest. And thanks to the first-ever collaboration with Hongkong Post, we could weave festive delights throughout the city’s iconic staples, celebrating Hong Kong’s creativity and making it extra cheerful this season,” said Samantha Fan, general manager for marketing at Hong Kong Tourism Board.

Polly Ip, business director at Carat Hong Kong, added, “We are excited to collaborate again with the Hong Kong Tourism Board and Grey to create an authentic festive vibe unique to Hong Kong. With insights indicating that over 60% of travellers prefer to share enjoyable live experiences during the holiday season, our goal is to offer visitors an unforgettable experience. By illuminating the city and showcasing our distinctive festive charm, we aim to create lasting value for all in this joyful season.”

Singapore – Heineken has teamed up with LePub Singapore to add a festive twist to the season, launching a campaign that playfully reminds everyone: “Celebrations are best when your phones take a rest.”

Titled ‘Festive Celebrations’, the campaign reinforces Heineken’s belief that the festive season is a time for meaningful reconnections—best enjoyed without the constant buzzing and dinging of our phones.

Directed by Maxime Govare and produced by Cream Paris, the campaign film follows an aunt and her nephew who, caught up in doom-scrolling, find a playful way to snap each other out of their phone-induced daze and embrace the festive moments around them.

“At a time of year when we should be winding down from work, reuniting with family and friends, and making actual, real-life connections, Heineken saw an opportunity to remind people that there is more to our social lives when we spend less time tethered to our phones. Who better than Heineken to nudge people toward refreshing their social habits and focusing on what truly matters—real-life conversations and authentic human connections? “Nalini Bhagwandin, communication manager at Heineken APAC, said. 

Stephan Schwarz, executive creative director for APAC at LePub Singapore, added, “We have all found ourselves scrolling while socialising or reaching for our devices without even realising that we’ve tuned out from the real world. We loved the idea of giving Heineken a clear role in turning festive moments into quality socialising time so that everyone can enjoy the joy of togetherness this holiday season.” 

For 150 years in 192 countries, Heineken has championed the importance of social connection. This festive campaign furthers its mission by encouraging people to trade mindless scrolling for meaningful moments.

This year’s festive campaign marks Heineken’s first Lunar New Year initiative to launch across multiple Asian markets, including China, Singapore, and Vietnam.

India – Del Monte has partnered with marketing agency YAAP to debut its new campaign, ‘The King of All Chocolate Flavoured Syrups,’ celebrating the rich, indulgent taste of its signature chocolate syrup and positioning it as the ultimate choice for chocolate lovers.

Del Monte’s campaign highlights the syrup’s standout features, including 40% more cocoa, which enhances its rich taste and velvety texture. It brings to life the idea of chocolate syrup that reigns supreme, showcasing its versatility as the perfect addition to milkshakes, pancakes, and desserts.

The campaign combines nostalgic visuals and indulgent storytelling to resonate with families and individuals looking to elevate their meals. By showcasing the syrup through the eyes of those who experience it, the campaign positions the product not just as a treat but as the centrepiece of cherished moments.

Anshu Anand, CMO at Del Monte, shared, “At Del Monte, we’ve always believed in staying tuned to consumer needs and delivering products that raise the bar. The chocolate syrup category has long been a familiar space, but as we understood, the demand existed for a more thicker, tastier chocolate syrup that Del Monte could offer.” 

“With this campaign, we’re not just highlighting our product’s superior qualities; we’re making a statement about how we shine in the existing market that is challenging with other dominating brands in the market. It was the right moment to bring this message to life, and we’re thrilled with how it aligns with our legacy of quality and creativity,” Anand added. 

Kiranpreet Kaur, DGM marketing at Del Monte, also said, “The concept of ‘The King of All Chocolate Flavoured Syrups’ emerged from a deep understanding of what today’s consumers value—excellence that stands out. The team briefing was anchored on one key idea: celebrating the product’s unparalleled richness and superiority. The campaign’s regal communication reflects this thought. From strategy to execution, we aimed to craft a narrative that showcases how our chocolate syrup isn’t just a treat; it’s the reigning choice for families seeking indulgence in every bite.”

Conceptualised by YAAP and directed by Vivek Dubey, Del Monte’s campaign combines captivating visuals with relatable storytelling, focusing not just on the product but on the magic it brings to people’s lives. The narrative highlights the syrup’s indulgent appeal, capturing the joy and admiration it inspires and showcasing how families treat it like the king it truly is.

Manan, partner at YAAP, remarked, “The product is already a favourite among kids and adults alike, so we wanted the campaign to reflect its universal appeal while standing out in a crowded market. Del Monte’s commitment to quality and innovation gave us the confidence to push boundaries and create something truly unique. This campaign celebrates not just the richness of the syrup but the joy and indulgence it brings to families, a perfect alignment with Del Monte’s ethos.”

Building on this, Karan Arora, revenue head at YAAP, continued, “Working with Del Monte over the years has been a masterclass in quality and innovation. The collaboration between YAAP and Del Monte has been incredibly rewarding, driven by a shared passion for delivering excellence. The chocolate syrup is a prime example of Del Monte’s dedication to creating products that evoke both delight and nostalgia.” 

“For us, this campaign was about celebrating the role Del Monte plays in enriching everyday lives. From ideation to execution, it’s been a journey of storytelling that captures both flavour and emotion,” Arora added. 

The campaign is now live across theatres, YouTube, and social media. To engage chocolate enthusiasts further, Del Monte invites consumers to share their creative recipes and memorable moments.