Tag: Campaign

India – India’s disposable hygiene products manufacturer, Nobel Hygiene, has launched a new digital campaign, aimed at introducing its new flagship product, Snuggy Gold Pant-Style Diapers.

The new campaign, which was conceptualised in partnership with creative agency The Womb and produced by Bang Bang Films, has been shot in Kerala, a state closely linked to the history and ethos of the brand. It is a quirky take on one of the key product features – The Susu Meter or the wetness indicator strip – which runs along with the diaper and changes from yellow to blue to indicate when it is time for a change.

Titled ‘Introducing Snuggy Gold – Your Baby’s Best Companion’, the film features a mother in a snake boat being rowed by locals to her newborn child. It is a quirky take on the wetness indicator that signals to mothers everywhere when it’s time for a diaper change.

Kartik Johari, Nobel Hygiene’s vice president of marketing and commerce, shared that when they sat down to brainstorm with The Womb, they knew they wanted something different, something as away from the usual visual mould of diaper ads, seeped in the Keralite ethos of India’s oldest Made in India diaper, Snuggy. 

“The result is this ad that we had a lot of fun making, and hope you will have equal fun watching,” said Johari,

Meanwhile, Suyash Khabya, The Womb’s creative head, said, “We took something cultural in the South, married it to a much-needed product feature, sprinkled it with a catchy line – Neela Matlab Geela and went slightly over the top with the execution. All so, it becomes interesting to watch.”

The campaign is now available on Noble Hygiene’s digital platforms including Facebook, Instagram, and Youtube, while the TV campaign will kick off in the first week of April. In addition, the brand will be running a campaign featuring more than 25 Kerala-based influencers on its digital platforms illustrating its premium features.

Indonesia – As XL Axiata repositions itself to be relevant not just to the individual, but to the entire family, the Indonesia-based telco provider has launched a new brand campaign that targets progressive Indonesian families.

The new film, which was developed in collaboration with performance marketing agency M&C Saatchi Indonesia, demonstrates XL Axiata’s unwavering loyalty to its users across the country, every step of the way.

Titled ‘We Are More’, the campaign talks about the progression in the life of a female subscriber as she goes through many different stages while staying close to her loved ones, and the ones who support her success, including XL Axiata. The song in the background narrates her life’s story – ‘I sing a thousand love songs, I write a thousand tales, the time that belongs to us, belongs to us’.

Moreover, the telco has also unveiled its new iconography called ‘Mo’, which projects one half of the XL logo as the ‘greater than’ sign, promising ‘more’ to all stakeholders.

Alfons Eric Bosch Sansa, XL Axiata’s CMO, noted that XL has come a long way in realising its purpose, and they are taking it a step further by being a brand that focuses on serving and supporting Indonesian families achieve their collective ambitions. 

“Through this campaign, we also attempt to deter from the unconscious bias that the industry has towards the portrayal of the role of women in society,” said Sansa.

Meanwhile, Nadia Yuliani, M&C Saatchi’s creative director for Indonesia, shared that with this film, XL hopes to unite Indonesians closer to their families, and remind them that XL will always share the values that they hold to keep their loved ones together throughout their lives. 

“We wanted to portray this through the story of a woman who is supported by XL at every phase of her life,” said Yuliani.

Anish Daryani, M&C Saatchi’s founder and president director for Indonesia, said, “By creating stronger relevance for XL in the lives of Indonesian families, this is an opportunity to demonstrate how Brand Purpose can translate to commercial success. It’s another way we can create, lead and manage change in a dynamic society that’s always aspiring for a better life.”

Australia — Grassroots advocacy organisation Australians for Mental Health (AfMH) has announced the launch of their new project entitled ‘Holding out for Help’, which makes use of hold music – the business practice of playing recorded music to fill the silence that would be heard by telephone callers who have been placed on hold – to shine a light on the long wait times Australians face when waiting for mental health treatment. The campaign was done in collaboration with Australian artist Reuben Styles of hit electronic rock duo Peking Duk.

AfMH has developed a first of its kind library of freehold music, with tracks embedded with messages from styles highlighting the fact that while customers wait, millions suffering from mental ill-health are waiting for help too.

The bespoke messages scattered throughout the hold music feature styles asking Australians to turn their ‘hold’ time into ‘help’ time and end the wait for people suffering from mental ill-health by signing a petition for greater government funding and mental health reform.

Those that joined to support the effort includes life, health, and wellbeing insurer AIA Australia who will deliver the campaign hold music across their customer service phone channels.

Chris Raine, campaign director of AfMH, said that Australia’s mental health system is overstretched, leaving millions of Aussies with mental health issues waiting for treatment, unsure when or if, help may come.

“Our library of hold music is free to every Australian business and with Aussies listening to 90 million hours of hold music a year, we think it’s an incredible channel to reach the nation, at the exact moment it will really hit home. We’re proud to launch the campaign with AIA Australia and share our message with their 3.8 million customers. We hope other Aussie businesses follow suit in turning their hold music into help music,” Raine said.

The library of music is free for all Australian businesses to access and download, with a once-off licensing fee that may apply to broadcast or play the tracks for businesses without a OneMusic license. Meanwhile, the ‘Holding out for Help’ campaign will run across channels namely TV, OOH, print, social and hold lines.

Interested individuals who want to help Aussies in the effort to end mental health wait times can sign the petition at the campaign’s website (holdingoutforhelp.com).

Hong Kong – In a bid to encourage Hongkongers to shift focus on planning more purposeful long-term financial and health investments, insurance company Manulife has launched a light-hearted digital series resonating different health struggles of Hong Kongers and highlight how Manulife can help devise customers’ own versions of a better health protection plan during these critical times. 

Conceptualised alongside creative agency dentsumcgarrybowen, the series is titled ‘Stressing on a Bright Day’, which is a play on an existing podcast series by Jan Lamb, and also part of the campaign. The campaign is also flanked with child star Mui G, where she listens to Lamb’s dial-in when facing various life struggles. 

The campaign, which promotes Manulife’s Voluntary Health Insurance Scheme, is highly provocative to reflect Hong Kongers’ recent struggles, dramatised by Lamb’s persuasive performance pairing with Mui G’s innocent acting. Manulife’s perspective on VHIS is also to help make choices as simple and easily understood for its audience that even a little girl can help explain.

Speaking about the campaign creation process, Jeffry Gamble, chief creative officer at dentsu international Hong Kong, said, “Continuing Manulife’s positive marketing approach, these are snappy and fun stories. We want our audiences to take away simple ideas and not to feel overwhelmed during these already very gloomy times. And it’s living entirely on digital, so it should feel like watching a relaxing Youtube video but also inspiring.”

Meanwhile, Isabella Lau, chief customer officer at Manulife Hong Kong, commented, “We all heard of the usage and benefits of VHIS but often in a broad sense. Therefore, given the right timing and circumstances, we decided to reintroduce this topic to our customers so they can digest the scheme in a more relevant way, and through Manulife’s support to make easier decisions and unlock its greatest benefits.”

The series is both available on English and Traditional Chinese.

Nepal – Global beauty and personal care brand Dove has launched its famous campaign in Nepal, aimed at driving the mission to make Nepali women feel beautiful every day.

The campaign, which was conceptualized and produced by advertising agency Outreach Nepal, seeks to broaden the narrow definition of ‘beauty’ prevalent and inspire women to take great care of themselves. 

Titled ‘You are more beautiful than you think’, the film asks multiple women what do they like about themselves, of which no one answered. Then when asked how they feel about their own beauty, there had been a clear depiction of insecurities reflected by them on their personal appearances. 

The same question is then diverted to a loved one of the same women, where appreciation stemmed not only from physical attributes but also towards the close contribution the women have in their life.

“Dove with this campaign clearly displays that all women are beautiful in their own ways and urges all Nepalese women to see the beauty within themselves because #YouAreMoreBeautifulThanYouThink,” said the brand.

Sydney, Australia – Cancer charity organisation Redkite has launched a new awareness campaign, which was built around the insight that family members fight their own emotional, financial, and relationship battles when their child gets cancer.

Redkite is a national charity that helps families, friends, and communities affected by childhood cancer, with mental health, financial and practical support. The campaign, developed in partnership with independent creative agency SLIK, award-winning director Josh Whiteman, and digital marketing agency Agnes Media, aims to demonstrate just how much impact children having cancer can have on the people around them.

Titled ‘Childhood cancer affects everyone’, it centres around a little boy’s family, honing into each member’s personal struggle of coping with finances, ‘holding it together’, and loneliness, amongst others.

Kate Levy, Redkite’s general manager of marketing and communications, shared that when a child is diagnosed with cancer, the focus goes to the child’s ‘medical survival’ and so there is little focus on the ‘family’s survival’, which can have long-term impacts on mental health and wellbeing across the entire family. 

“In this campaign, we wanted to say to every mum, dad, diagnosed child, sibling, and grandparent that we see you and we’re here for you. SLIK, Josh, Agnes Media, and all the amazing people who have freely given their expertise for this campaign have beautifully brought to life the everyday struggles that families have in the face of a child’s cancer,” said Levy.

Meanwhile, Alex Schieder, SLIK’s creative director, noted that after reading through comments from affected family members that Redkite had collected over the years, they knew the story was lying right in front of them, and their thoughts and feelings are sad and often shocking but are extremely powerful in helping others understand their experience. 

“Our TVC captures those heartfelt moments and shows how every family member is affected by childhood cancer. We then used OOH and digital to focus on each family member’s unique thoughts and struggles to create cut-through and build awareness for Redkite,” said Schieder.

Josh Whiteman, the director of the campaign, commented, “I’m in awe of the incredible work Redkite do and am honoured to be involved in this new campaign. Working with the brilliant creative team at SLIK, our focus from the beginning has been on the simplest expression of how cancer affects children and those around them. Using the words of real Redkite families, we’ve hopefully conveyed the genuine support and sense of hope that Redkite brings.”

The nationwide campaign features TVC and radio, supported by OOH, digital display, and social media managed by Agnes Media.

Mumbai, India – Fido Dido, the familiar doodle brand mascot of beverage brand 7UP is back in a new spot for the Indian market, encouraging youngsters to be more witty when they find themselves in seemingly difficult situations.

The ad, conceptualised by creative agency DDB Mudra, notes how youngsters are inspired to be a ‘bit rebellious’, in this case walking over cars when the cars pulled over the pedestrian crossing. After such action, they aided an old woman at the other side of the road to cross over.

For the agency, the campaign’s theme stems from their consumer research with 7UP, where they found that the youth were suffering not just from googlies of a personal nature like relationships, careers, but also those kinds that arise out of systemic problems.

Naseeb Puri, senior marketing director for flavours at PepsiCo India, said, “The new campaign highlights the daily challenges we confront and encourages consumers to take a refreshed approach to prevail in this ever-changing reality is to retain a cool head and keep a quick wit.”

Meanwhile, Ashutosh Sawhney, managing partner for North at DDB Mudra, commented, “India’s biggest gift to the world is its brain capital. From the genius of Ramanujan to that abundantly evident in the everyday ‘jugads’ that Indians across the length and breadth of the country display. The fertility of Indian ingenuity and imagination is unparalleled. 7UP, as a brand that celebrates a refreshed body and a charged mind has taken that mantle.”

He added, “The canvas it lays out for the youth of India, through it’s ‘think fresh’ idea is a timely and well-deserved celebration of this spirit of the Indian youth that despite any odds, is always up and buoyant, thanks to its resourceful ingenuity, which it puts to use to solve pertinent youth issues.”

The ‘Think Fresh’ campaign has been amplified across channels such as TV, digital and OOH. 

Australia – Financial services company Commonwealth Bank in Australia (CommBank) has launched a bank-wide campaign called ‘CommBank Next Chapter Commitment’, aimed at ending financial abuse.

The campaign, which was created in partnership with marketing agency M&C Saatchi Sydney, seeks to raise awareness and show Aussies that help is out there. The commitment will provide tools, advice, and access to support services to assist people impacted recover from financial abuse.

https://www.youtube.com/watch?v=tw4fixp5QD8

Moreover, CommBank has also partnered with Good Shepherd, a financial inclusion products and services firm, to create the Financial Independence Hub (FIH), which will allow people, who were previously impacted by financial abuse, to have access to a free specialist one-on-one financial coaching program, helping them get back on their feet, with referrals to support services, and where appropriate access to solutions like interest-free loans.

CommBank has also enlisted former frontwoman of Australian band The Preatures, Isabella Manfredi, who lent her voice to the Next Chapter Commitment, as a poignant reminder that recovery is possible and that help is out there.

Mandie van der Merwe, M&C Saatchi Sydney’s executive creative director, shared that CommBank has systems in place to help people recover from financial abuse, but people weren’t aware of this. 

“The focus of the ‘Next Chapter Commitment’ is to illuminate to all Australians about this support, regardless of who they bank with, and also bring to light this hidden epidemic of financial abuse. It is inspiring to be working with a client that has made such a firm and ongoing commitment to address this huge societal issue,” she said.

Meanwhile, Dianne Everett, Commonwealth Bank’s general manager of brand, sponsorship, and social, shared that a purpose-led goal needs purpose-led partnerships and they have been partnered by a team at M&C Saatchi that have cared as much about creating pathways to financial independence as they do, and they have stretched themselves to deliver much more than an advertising campaign.

“We want to help create a future that is free of financial abuse, and we’re incredibly proud to work with Isabella to bring this important message to life, while at the same time doing our part in supporting homegrown artists,” said Everett.

This campaign will invite five million CommBank customers to support the ‘Next Chapter Commitment’, joining the bank to help end financial abuse. In addition, CommBank’s social channels will be used to educate the public about financial abuse, giving the next generation the tools and information to help prevent it.

Singapore – Live streaming solutions BeLive Technology has piloted a live shopping campaign with Southeast Asian super app Grab called ‘Grab Live Beta’. The said campaign is now first available in Vietnam as well as Thailand. 

‘Grab Live Beta’ will allow participating merchants on Grab to engage with consumers in real-time, while increasing their overall visibility and brand awareness. Some of the features available in the live shopping campaign include addressing enquiries via the chat function and a new virtual gifting beta feature that allows consumers to show their support for content or influencers that interest them.

Commenting on the new partnership between BeLive Technology and Grab, Kenneth Tan, CEO and co-founder at BeLive Technology, said, “BeLive Technology is delighted to power live streams for Southeast Asia’s leading super-app, Grab. Merchants on Grab Live would be able to build meaningful connections with their customers and order directly on lossless, low-latency live video. This collaboration reinforces our commitment to empowering brands around the world.”

The new campaign follows after BeLive Technology has recently raised S$6m in a bridge funding round, bringing the company’s total funding to S$10m. BeLive Technology operates from Singapore and Vietnam, and has delivered 3.7 billion minutes of live video to over 100 million viewers worldwide.

India — Evergreen Club, the online community for older adults has launched their Women’s Day campaign entitled #LadyActYourAge underscoring age-related plights like stereotyping faced by elderly women in everyday life. Evergreen cites the recent report stating that the ageing population in India has grown 34 per cent between the timespan of 2011 and 2021 and alongside it grew the loneliness and typecasting amongst this age bracket.

Through a video, this social media campaign by Evergreen Club explores the conflicting messages women have been given about how they should look, live, and behave as they get older.

https://www.youtube.com/watch?v=tpTaUJB3X-E&feature=youtu.be

#LadyActYourAge serves as a powerful reminder for viewers to change their actions, way of speaking, and the expectations society puts on older women. It also reminds us to beat gender and age-related stereotypes, and give elderly women the freedom to make their own choices.

Tapan Mishra, founder of Evergreen Club, said that society often expects older women need to behave a certain way and act according to their age. Mishra continued by saying that during his conversations with Evergreen Club members, he constantly observed how they have been breaking the stereotypes they have been subjected to.

“This International Women’s Day, we aim to highlight these issues so that people take cognizance of the same and take it upon themselves to spread the message to create a sensitive world for the elders, and more so, for the elderly women,” Mishra said.