Tag: Campaign

India – Ditching over-the-top claims, Britannia is serving a dose of honesty with its latest “Face the Facts” campaign — a bold refresh of its NutriChoice packaging that brings a candid, no-frills perspective to everyday snacking.

Conceptualised by Lowe Lintas, the campaign embraces the product for what it is — a cookie made entirely with whole wheat and packed with fibre. It presents itself as a mindful snacking option for everyday moments, without positioning itself as a replacement for kale or broccoli.

With this approach, Britannia NutriChoice moves away from the familiar marketing strategy of comparing cookies to superfoods. Instead, it leans into a more straightforward message: “We’re a cookie, and proud of it! ”

The campaign highlights a shift in messaging that acknowledges the everyday appeal of snacking while recognising consumers’ interest in making more informed choices. Rather than overpromising, NutriChoice adopts a straightforward approach, focusing on transparency over trend-driven claims.

Speaking on the campaign, Archana Balaraman, general manager for marketing at Britannia Industries Ltd, said, “Our Face the Facts campaign goes beyond a simple visual update. It is about opening a clear and direct dialogue with our consumers. The new NutriChoice packaging is a reflection of our honest approach — it sets the tone right from the first glance, without dressing things up. We want to empower consumers with knowledge, allowing them to confidently incorporate our cookies into their daily snack time.”

Vasudha Misra, president (creative) at Lowe Lintas, added, “With this packaging refresh, we wanted to cut through the noise and simply put the truth out there. It’s about empowering our consumers with clear information so they can feel good about enjoying a Britannia NutriChoice with their daily chai.”

India – At the world’s largest gathering, Maha Kumbh, creative agency tgthr. partnered with National Payments Corporation of India (NPCI) and The Times of India (TOI) to turn a humble everyday item—the newspaper bag—into a powerful tool for scam awareness.

The Anti Scam Shala campaign reimagined the #ConmanVsCommonMan initiative by embedding its comic strips into everyday newspaper pouches—making scam education part of routine transactions. Available in multiple sizes and regional languages, these pouches offered a simple yet scalable way to spread awareness.

While the comics already run fortnightly across seven newspapers, NPCI and TOI scaled the effort to build greater awareness of digital payment fraud and strengthen trust in UPI.

By tapping into the eco-friendly practice of using newspaper bags—already common among local vendors—the campaign turned an ordinary packaging material into a tool for public education. TOI’s wide circulation ensured the message reached millions in a language they understood.

Aalap Desai, CCO and co-founder of tgthr., said, “Newspaper bags are commonplace in India and quintessentially Indian. They are used everywhere, every single day, and their usage has increased significantly since the plastic ban in India and during the Maha Kumbh.”

Desai continues, “While the Maha Kumbh is primarily about the holy dip in the Ganges, a lot happens around it—daily shopping for items ranging from incense sticks, flowers, and diyas to bangles and everyday essentials like soap and cream. One thing common in all these transactions is the newspaper bag, which is handed to the customer just before they make the payment. So, we thought of leveraging this common yet unique touchpoint and turning it into a learning opportunity. This idea gave birth to the Anti-Scam Shala.”

The Maha Kumbh, the world’s largest gathering with over 65 crore devotees, also became the largest gathering of potential scam victims, creating a significant opportunity to educate people about scams and raise awareness. The event provided the perfect setting to reach a massive number of UPI users in a short time.

Through this campaign, every purchase—whether it was agarbattis or clothing—came with a unique #ConmanVsCommonMan scam, helping shoppers stay informed about the latest frauds and stay safe in their daily activities.

Sameer Sainani, president of Optimal Media Solutions, explained, “Maha Kumbh, the largest congregation of humanity, saw 65 crore people come together, making it an ideal platform to emphasise the safety of digital transactions. The Times of India’s iconic ‘Common Man’ became a symbol of vigilance through the Anti Scam Shala campaign. Paper carry bags with the digital safety message were placed at all points of sale, and millions of devotees were exposed to the digital safety message each time they purchased their puja wares at the Maha Kumbh, thereby reinforcing trust in UPI and digital payments and empowering millions to transact safely at Kumbh.”

“The Anti Scam Shala initiative reinforces our commitment towards promoting digital payments and their safety. TOI is extremely proud of this partnership with NPCI and tgthr. and is committed to the adoption of digital transactions in a safe environment,” he added. 

China – To celebrate April Fool’s Day, Riot Games’ League of Legends: Wild Rift has teamed up with S4 Capital’s Monks to launch a mockumentary-style campaign introducing the long-awaited debut of champion Poppy and her exclusive festive skin.

Titled “BTS: Y.A.P.S | Skin Trailer – League of Legends: Wild Rift”, the mockumentary takes a playful look behind the scenes at the creation of Poppy’s new skin, featuring Y.A.P.S. (Yordle Advancement and Play Style), a team at Riot Games dedicated to helping yordles thrive in Wild Rift.

The mockumentary follows the Y.A.P.S. team as they develop Poppy’s new skin, blending real Riot Games staff with humour and behind-the-scenes insights into enhancing Yordle mechanics and playstyle in Wild Rift.

Poppy’s April Fool’s Day skin features unique, handcrafted elements inspired by other Yordles, giving her a playful and quirky look.

“April Fool’s Day is a chance for brands to connect with fans, and we took a different approach. Instead of an over-the-top stunt, we created a fictional team that shares the same passion and dedication as our fans and the Wild Rift community. This isn’t just another post—it’s a tribute to the players who’ve made this game a success year after year,” said Mustapha Zainal, creative director of experience for APAC at Monks.

This campaign goes beyond introducing Poppy and her new skin—it celebrates the Wild Rift community’s long-standing love for yordles while strengthening player engagement.

The Monks and Wild Rift teams analysed nearly a decade of social posts, fan discussions, and champion lore to create an authentic mockumentary filled with Easter eggs for fans. Designed to entertain, it highlights the creativity behind the game while inviting players to join the celebration and share their own content.

“The concept for this skin originates from a meme shared among Wild Rift fans. We aim to give back to the community by creating mockumentary developer logs that showcase how Wild Rift takes their ideas seriously and integrates them into the skin design. This approach fosters a remote dialogue with our fans, enhancing their engagement in an organic way. The whole process is full of joy, and we are committed to taking everything seriously, just like Poppy,” said Eunice Ying, lead producer at Monks China.

Singapore – Toyota Motor Asia, in partnership with VIRTUE Asia, has launched the next evolution of its regional brand platform, ‘Move Your World’, reinforcing its commitment to progress, inclusion, and empowerment across Asia.

Initially a regional initiative supporting Toyota’s ‘Mobility for All’ vision, ‘Move Your World’ has grown into a broader cultural movement, reflecting the brand’s six-decade presence in Asia and its focus on inclusive progress.

VIRTUE Asia developed a unified narrative for ‘Move Your World’ by drawing from youth movements and grassroots collectives across Asia, shaping a platform that fosters collaboration in talent, creativity, and innovation.

As part of the campaign, a live art installation will debut at the Bangkok International Motor Show, the region’s largest automotive event, bringing the ‘Move Your World’ vision to life.

Thousands of red arrows, each representing an attendee, will move dynamically in real-time, forming a collective artwork that symbolises community and shared movement. This immersive experience turns every visitor into an active participant, reinforcing the idea that progress is achieved together.

Enhancing the physical launch, the regional brand film showcases creativity’s role in sparking innovation and shaping new ideas. Emphasising the power of collective ingenuity, the film will be broadcast across key markets in Asia.

Chloe Fair, client services director at VIRTUE Asia, said, “To place Toyota inside culture, the creative strategy was structured around the four key elements of any successful cultural movement – a symbol, a rallying cry, a high-impact moment and a community engagement plan, transcending the typical marketing model of brand campaigns.”

Early last year, Toyota Motor Asia appointed VIRTUE Asia to lead the ‘Move Your World’ campaign, overseeing strategy, creative, production, and distribution across launch activations, regional brand assets, and a culture-focused program spanning social, content, and communities.

In the second half of 2025, ‘Move Your World’ will expand its community engagement efforts in Asia through music. Toyota plans to collaborate with cultural figures to develop community-driven initiatives, using music as a platform for self-expression and connection among the region’s younger generation.Preston Tan, leading vice president of Toyota Motor Asia, shared, “Move Your World reaffirms our commitment to driving progress and inclusion throughout Asia. It’s about inspiring individuals, fostering connections, and empowering communities to achieve their full potential. As we embark on this next phase, we’re challenging perceptions, redefining boundaries, and building a future where everyone can thrive and move forward together.”

Australia – Vaseline has launched a TikTok short film campaign with creator agency Amplify, enlisting emerging filmmakers from Australia and South Korea to showcase its lip care range in fun, unexpected ways.

The short film campaign follows characters in unexpected, extreme scenarios—like being trapped in a freezing jail cell or inflating 1,000 balloons—integrating Vaseline’s lip care range as part of the narrative.

The campaign features creators Mon & Han and Molly McCrann from Australia, alongside videographer YCN and duo Jin and Hattie from South Korea. Each brings a distinct storytelling style, using creativity and humour to highlight Vaseline’s lip care benefits in unexpected ways.

In just 48 hours, the short films have amassed over 300,000 organic views, highlighting the power of creative content to engage audiences beyond the brand’s existing reach. 

Rolled out like a drama series, the campaign includes teasers, short films, behind-the-scenes clips, and reaction videos. Updates can be found on the @VaselineANZ and @Vaseline_Korea TikTok profiles.

Hayley Adams, group operations and growth manager at Amplify, shared, “This campaign has been about creating stories that resonate rather than just showcasing a product. Working with Vaseline to bring fresh creative perspectives to life has been a rewarding process, and we’re excited to see how audiences respond.”

Beyond the short films, Vaseline is also supporting emerging talent through a film school initiative in Australia. The grant-funded competition selected Emma Smith and Damon van der Schuit, filmmakers and actors from Alice Springs, as winners, with their short film now in production. Sydney filmmaker Lara Brighton received an honourable mention for her playful, pop culture-inspired entry. The initiative further underscores the campaign’s focus on fostering creativity and storytelling.

Hui Su Li, assistant skin care manager at Unilever International, commented, “Audiences are looking for entertainment, not ads. This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways. The process of co-creating with film producers, creators and creative minds from TikTok and Amplify has been extremely synergistic, and we’re looking forward to seeing how audiences connect and engage with these stories.”

Singapore – Non-profit organisation Youthline is calling on Singaporeans to ‘wear a heart’ in its latest campaign, raising awareness and funds for its helpline and counselling services.

The nationwide movement invites Singaporeans to pledge their support through a temporary heart tattoo that symbolises solidarity, empathy, and hope.

Through the ‘Wear A Heart’ campaign, Youthline rallies support to sustain its free services to young people in need. The funds will help strengthen its support network and build Youthline Academy, an initiative to train other supporters in schools and communities.

All donors can get a temporary heart tattoo, which can help spark dialogue on youth mental health.

Youthline, launched in 2022, has experienced a surge in demand for its free services, signalling an increasing urgency regarding the crisis. The organisation aims to help young individuals navigate mental health challenges such as loneliness, depression, anxiety, self-harm, and suicidal ideation.

The ‘Wear A Heart’ campaign runs until June 2025.

Olympian Shanti Pereira, designer of the heart tattoo and campaign ambassador, commented, “My toughest race taught me that mental health support makes all the difference between setback and comeback. That’s why I designed this heart for Youthline — to remind youths that they are never alone. Make an immediate impact — donate at wearaheart.org, get your heart tattoo, and join our movement for youth mental health.”

“Mental health struggles can feel isolating, but no young person should have to go through it alone. As demand for our services grows, we’re working to expand our capacity and make sure support is always available. But real change starts with conversation. That’s why we created the heart tattoo, not just as a symbol of solidarity, but as a way to get people talking, to break the stigma, and to make mental health support more accessible for those who need it,” Dawn Pereira, head of partnerships at Youthline, said.

South Korea – Tinder has launched its first pan-Asian campaign, celebrating Gen Z’s redefinition of dating norms. Spotlighting women embracing self-expression, exploration, and fun, the campaign highlights their shift toward dating on their own terms.

Tinder’s ‘Dating, Your Way’ campaign embraces the idea that dating is an open-ended adventure, not a one-size-fits-all journey. 

Created by Wieden + Kennedy, the campaign draws inspiration from real Gen Z dating experiences—where meaningful relationships don’t always follow traditional paths. It features three core videos and different taglines across countries, each capturing a unique relationship moment.

The first video, “Move On”, explores the power of embracing new beginnings. It follows a young woman moving on from a past relationship, symbolised by a pet turtle gifted by an ex. The story captures the bittersweet process of letting go and stepping into new possibilities—with Tinder offering a fresh start.

“Double the Chill” celebrates quirks and unexpected connections. It tells the story of a first date where a woman and her Tinder match bond over their unusual shared habit—sipping cold drinks on a chilly day. The video highlights how small, unique moments can bring people together, making first dates feel more natural and authentic.

Meanwhile, “Love and Hate” embraces differences in relationships. A couple who met on Tinder navigate a playful debate over olives—mirroring the timeless pineapple-on-pizza debate. The story underscores how opposites can attract and even strengthen relationships.

Director Saman Kesh said, “Working on this campaign with Tinder was so gratifying. I’m all about deconstructing old ideas and presumptions. Relationships aren’t one-size-fits-all—they’re layered, unpredictable, and endlessly unique.” 

“We wanted to dive into the idea of women exploring more open-ended dating adventures, where the real magic happens in the journey of self-discovery. By giving our hero characters unique quirks—a pet turtle here, a shared love of chilly weather there—we showed that every experience is its own story, as personal and unexpected as the people we meet,” Kesh added. 

Tinder’s campaign is driven by its recent survey, which found that women across Asia are redefining dating on their own terms. The survey revealed that 82% use dating apps, and 72% have had meaningful relationships through them.

Furthermore, women across APAC are prioritising meaningful connections over outcomes, with 87% seeking equal partnerships. Nearly 70% are open to dating across races and cultures, over 70% to different cities, and more than 60% to different countries.

Daniel Kim, VP of APAC marketing at Tinder, said, “We know that young women in Asia want more control over their dating lives. With fun and safe dating at the core of the experience, Tinder is about the endless possibilities that can unfold when two people connect.”

“With this campaign, we’re celebrating the freedom to date without judgement—because whether you’re on Tinder to move on, move forward, or just move at your own pace, there’s no set way to date, and every match has the potential to change lives in ways that people could never imagine,” he added. The pan-Asia campaign will roll out across digital, social, and on-ground experiences in Korea, India, Thailand, and Vietnam, featuring bold storytelling, culturally resonant creatives, and a fresh take on modern dating.

India – New Holland, the agricultural machinery brand under CNH, has joined forces with Dentsu Creative Webchutney to launch a powerful new campaign celebrating the resilience, grit, and determination of Indian farmers.

Titled ‘Asli Hero ki Asli Taaqat’ (The True Strength of a Real Hero), the campaign highlights the vital role of farmers in India, drawing a parallel between their resilience and the perseverance of cricket icon Yuvraj Singh. 

Just as Yuvraj Singh has showcased resilience on the cricket field, the campaign emphasises how modern farming technology plays a crucial role in supporting farmers’ hard work and productivity.

Yuvraj Singh said, “This campaign is my way of expressing deep admiration for the farmers of our nation, and I am grateful to collaborate with New Holland on this journey. While the brand’s technology and innovation set the benchmark for quality, performance, and service, its core mission is to empower and celebrate the very farmers who drive our nation forward. Like New Holland, I salute their relentless hard work and unwavering spirit – qualities that define a true hero.”

Ujjwal Anand, managing partner – North at Dentsu Creative Webchutney, commented, “New Holland is a brand that not only champions innovation but also deeply values and respects the hands that shape our nation. This campaign, featuring Yuvraj Singh, is a testament to that commitment, bringing together cutting-edge technology and a heartfelt tribute to India’s farmers.”

To bring the campaign’s vision to life, New Holland and Dentsu Creative Webchutney launched a dynamic TV commercial and digital film, supported by a comprehensive 360-degree campaign spanning radio, print, outdoor, and on-ground activations. 

The initiative also includes dealership engagement efforts and a digital-first strategy aimed at maximising reach and interaction across social platforms.

Tarun Khanna, director of marketing at New Holland, said, “At New Holland, we believe that farmers are the true heroes of our nation, tirelessly working to feed the country and drive its progress. Just as Yuvraj Singh has inspired millions with his resilience, hard work, and ability to overcome challenges, our farmers showcase the same determination every day in the fields. His never-give-up spirit makes him the perfect ambassador for our brand.” 

“Through this partnership, we hope to inspire farmers to adopt the world-class technology provided by New Holland tractors that enhance productivity, efficiency, and ease of operations,” Khanna added. 

Also commenting on the campaign, Surjo Dutt, chief creative officer at Dentsu Creative Webchutney, said, “Our farmers are undeniably the lifeline of the Indian economy and the nation’s spirit. New Holland’s efforts to cement their commitment to giving our heroes the centre stage are admirable, and we are grateful to have been associated with them and Yuvraj in this mission.”

Hong Kong – MARS Hong Kong has partnered with EssenceMediacom, goat, and b-side creative agency to launch ‘Eclipse plus’ with a dynamic campaign featuring YanTing Chau, showcasing its soothing benefits through music.

‘Eclipse plus’ introduces new ingredients aimed at providing a soothing and comforting experience. The campaign highlights both the product’s functional and emotional aspects through music, featuring popular artist YanTing Chau as its brand ambassador.

Supported by the advertising campaign “一粒順返曬 唱出耀眼Sing火 (One Lozenge, Smooth Relief—Sing with Brilliance),” a collaboration between EssenceMediacom, goat, and b-side creative agency, the launch began with a social video featuring YT (YanTing) showcasing the product’s soothing benefits through a social singing challenge.

This interactive challenge encourages audience participation and generates social buzz, offering participants a chance to win exclusive prizes from YT (YanTing). The game also integrates the functional benefits of Eclipse®plus, ensuring consumers engage with the product while having fun.

YT (YanTing) is also featured beyond digital platforms, with in-store placements and exclusive collectibles available through purchases or as prizes in the singing challenge.

Teresa Chen, CBU brand activation lead – TWHK GMFC at MARS, said, “I am very proud that HK Eclipse®plus has launched its ‘Voice Care’ campaign with local, famous singer YANTING to continue cultivating its ‘soothe & comfort’ benefit with SINGING moments to Gen Z & Millennial consumers.” 

Chen added, “With great collaboration among HK EssenceMediacom, goat HK, activation agency and HK MARS team, we truly created the through-the-line synergy and consistency for a powerful communication to strengthen Eclipse®plus ‘Voice Care” brand proposition with local relevancy.” 

To expand the campaign’s reach, Eclipse plus Hong Kong has collaborated with a range of celebrities and influencers known for their vocal talents, including Serrini, Mic, Val, and Cheronna, alongside several micro-influencers, all taking part in the challenge.

The campaign will conclude in April with Uni-Fest, an event featuring performances by YT (YanTing), Kolor, and Tonick.

“We’re proud to have partnered with MARS Hong Kong on the Eclipse®plus launch campaign. Working closely with b-side creative agency, we have combined influencer partnerships, the power of YanTing with creative social activation. Seeing the campaign resonate so strongly with Gen Z and Millennials and successfully drive significant social buzz and engagement was a fantastic result for the team,” Augustin Chan, director of Goat at GroupM Goat, commented. 

Thailand – PepsiCo has unveiled its new brand platform, shifting from traditional brand statements to authentic consumer reactions—letting people see great taste in action rather than just hearing about it.

Titled ‘You Can’t Hide Great Taste,’ the campaign introduces Pepsi’s new visual cue, the “Taste Face”—the instinctive, unfiltered reaction to bold flavour. A subtle head tilt, widened eyes, or a moment of surprise captures the genuine enjoyment of great taste.

Focusing on real consumer reactions, the campaign moves beyond scripted messages to showcase taste as a shared, authentic experience. Designed for a social-first audience, it highlights spontaneous moments of delight, letting genuine expressions speak louder than traditional marketing.

Usman Shahid, marketing director for Carbonated Soft Drinks at PepsiCo Asia Business Unit, said, “With our ‘You Can’t Hide Great Taste’ campaign, we’re capturing the raw, unfiltered reactions of people experiencing Pepsi’s bold and refreshing taste. Great taste speaks for itself—there’s no faking that moment of pure enjoyment. This campaign is all about celebrating that authenticity and reminding everyone why Pepsi continues to be the ultimate cola choice.”

Launched in March, the platform began rolling out in Vietnam and will expand to Thailand, Laos, Korea, the Philippines, and Malaysia. Pepsi is also partnering with popular eateries and food brands across the region, encouraging consumers to share their own taste experiences as part of a broader engagement strategy.

Masud Anwar, senior marketing manager of Pepsi for the Asia Business Unit, shared, “Every food and beverage brand talks about taste, but no one has captured what it actually looks like. In a category where everyone makes claims, we decided to let consumers do the talking — or rather, the expressing. With You Can’t Hide Great Taste, we’re not just making a statement — we’re creating a long-term cultural imprint that makes Pepsi synonymous with authentic, undeniable enjoyment.”

You Can’t Hide Great Taste is designed as a long-term platform that will evolve with Pepsi’s future product launches. Through ongoing content, collaborations, and innovations, it aims to keep Pepsi’s taste experience relevant and engaging for consumers.

“With You Can’t Hide Great Taste, we’re not just talking about flavour—we’re bringing it to life in a way that’s bold, unfiltered, and unmistakably Pepsi,” stated Bernard Cheng, CMO at PepsiCo Asia Beverage.

Cheng continued, “This platform is about celebrating real, visceral reactions to great taste and cementing Pepsi’s place at the heart of culture. As we continue to innovate and expand across the region, this campaign will evolve with us, ensuring that Pepsi remains the go-to choice for consumers who crave authenticity and enjoyment.”