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Marketing Featured South Asia

ChakaaChak’s latest campaign spotlights ‘ease’ of cleaning

Mumbai, India – Cleaning brand in India ChakaaChak has launched a new campaign that features three films, demonstrating the ease of cleaning with a healthy dose of wit and fun.

The campaign, which was created in collaboration with independent ad agency Infectious Advertising, showcases the brand’s endearing spin mop mascot, which is shown in a series of engaging home cleaning scenarios. It also aims to keep gender neutrality in mind, with the stories portraying men doing house cleaning to create a well-balanced perception in the masses.

Aditya Pittie, Pittie Group’s managing director, said that with the TVCs, they are envisioning taking a giant step in maximising their brand presence and capturing a large market share in the ever-growing cleaning utility market. 

“From revamping Chakaachak’s brand presence to unveiling TVCs, we are on the verge of creating a strong foothold in terms of brand loyalty, distribution and Pan India presence,” added Pittie.

Meanwhile, Ramanuj Shastry, Infectious Advertising’s co-founder and director, noted that these are exciting times to be a household cleaning brand as the demand for smarter, more efficient cleaning solutions grows exponentially. 

“Super kicked to help develop a campaign for ChakaaChak. It takes a brave client to buy fun films and a brilliant director like Niranjan Kaushik to push them to the next level. Delighted,’ said Shastry.

The TVCs will be aired on TV channels and digital platforms as part of the brand’s larger marketing campaign.

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Marketing Featured South Asia

Shemaroo TV appoints Infectious Advertising as creative partner

Mumbai, India – Shemaroo TV, an Indian Hindi-GEC (general entertainment) free-to-air television channel owned by Shemaroo Entertainment Limited, has named independent ad agency, Infectious Advertising, as its creative partner. The agency will be handling its ATL, BTL, and trade communication business.

Launched in 2020, Shemaroo TV is available on all DD Free Dish, which is a free-to-air satellite television provider, and major direct-to-home (DTH) operators and cable networks. It aims to win over the Hindi-speaking market with a mix of original and iconic show offerings. Infectious will be providing strategic as well as creative support to help Shemaroo TV realize its goal.

Nisha Singhania and Ramanuj Shastry, co-founders & directors of the agency, said, “Shemaroo is a household name in Indian entertainment. We are honored to partner with Shemaroo TV and look forward to creating new entertainment history.”

Meanwhile, Rahul Mishra, head of marketing and communications at Shemaroo Entertainment, commented, “We are excited to onboard Infectious Advertising as our creative partner in our journey of building Shemaroo TV as India’s most loved Free-To-Air Hindi GEC. I am confident that this synergy will create a strong brand story for Shemaroo TV which complements our proposition of entertaining the Indian audiences with our high-quality content.”

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Marketing Featured South Asia

India’s ad watchdog names new creative partner to amp up campaign efforts

Mumbai, India – India’s advertising regulator, Advertising Standards Council of India (ASCI), has appointed independent and integrated agency Infectious Advertising to manage both its above-the-line (ATL) and below-the-line (BTL) marketing and to provide digital creative services to the council. The agency will also be delivering strategic support for campaign development and audience outreach programs.

ASCI is a non-government and voluntary organization that acts as the country’s watchdog to the advertising industry, providing wide regulation to the sector to ensure legal, decent, and truthful implementation of ads. The council investigates complaints across all media such as print, TV, radio, and hoardings, as well as on ads disseminated on SMS, emails, and most especially on the internet. The council also checks for ethical advertising on product packaging, brochures, promotional material, and point of sale material. 

Nisha Singhania and Ramanuj Shastry, founding partners of Infectious Advertising, jointly said, “It’s an absolute honor to be brought on board as ASCI’s creative partner and we look forward to doing some path-breaking work for them.”

ASCI is very consistent in regularly launching campaigns and guidelines to ensure advertisers in the country are properly aligned to the ethical code of conduct. Its most recent ad guidelines are for online gaming for real money winnings. Meanwhile, in February this year, in response to the rise of influencer marketing, it has released draft guidelines for branded content, calling for feedback from key stakeholders. 

Recently acquiring its account, Infectious advertising is also the creative partner of furniture manufacturer Ebco and also manages creative duties for Tata Group’s financial services Tata Capital

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Marketing Featured South Asia

India’s Tata Capital unveils new film bearing new brand promise ‘Count On Us’

Mumbai, India – Tata Capital, the financial arm of the Tata Group, has released a new corporate film based on its new brand promise ‘Count on Us’, done in collaboration with integrated creative agency Infectious Advertising.

Tata Capital’s former brand tagline ‘We only do what’s right for you’ was changed for the first time since the company was established in 2007. The firm offers consumer loans, wealth management, and commercial finance, as well infrastructure finance, among others.

The film portrays a story about the dreams and hopes of the people of India and how Tata Capital is well suited to help them achieve their dreams. According to the firm, its financial solutions are designed to meet India’s diverse customer needs which are articulated in the film.

“Tata Capital as a brand and organization has transformed over the years while retaining the core value of trust. Our corporate digital film reverberates our brand’s promise ‘Count On Us’ and how we as an organization serve our customers fulfill their needs and aspirations with our diverse, innovative, and customized financial solutions,” said Hector Anklesaria, the associate vice president of marketing at Tata Capital.

Meanwhile, Ramanuj Shastry, the co-founder and director at Infectious Advertising, commented, “Tata Capital Corporate film – whose purpose was to bring to life their promise that India can ‘Count On Us’ – is a large canvas film with many logistical challenges. Upcoming director Tim Gollar has done a stellar job of telling a complex story simply.”

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Marketing Featured South Asia

Infectious Advertising nabs Ebco’s creative mandate

Mumbai, India – Integrated creative agency Infectious Advertising has won the creative mandate for furniture manufacturing company Ebco.

Ebco is one of the leading manufacturers in the furniture hardware and fittings industry in India. The brand’s product range includes office furniture fittings, home furniture fittings, and retail display systems, as well as a range of window and door hardware, and LED furniture lights, among others.

The appointment will see Infectious Advertising handling Ebco’s above-the-line (ATL) and below-the-line (BTL) advertising, as well as leading the company’s digital creative services.

“We are happy to appoint Infectious Advertising as our creative agency for digital and non-digital brand communications of Ebco and its group brands. We are confident that their expertise in working with established brands across different industries will align with our growth plan for the brand,” said Rajesh Nair, the director of sales and marketing at Ebco.

Meanwhile, Nisha Singhania and Ramanuj Shastry, the founding partners of Infectious Advertising, commented, “Ebco has a fantastic range of innovative products. It’s an honor for us to be selected as their communications partner. We look forward to creating some fantastic work for them.”

Earlier this month, Infectious Advertising has also announced the appointment of Nitin Sharma as its new vice president of business. Sharma’s appointment aims to strengthen the existing businesses of the creative agency and develop organic growth.

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Marketing Featured South Asia

Infectious Advertising appoints Nitin Sharma as new vice president of business

Mumbai, India – Infectious Advertising, India-based integrated creative agency, has appointed Nitin Sharma, former marketing director at UAE Exchange in Dubai, to be its new vice president of business.

The new appointment will see Sharma leading important businesses for the creative agency. He will work closely with Nisha Singhania, the co-founder and director of Infectious Advertising, to consolidate existing businesses and develop organic growth.

Sharma brings with him two decades of work experience in advertising and marketing. He has previously worked with companies such as creative agencies Ambience and O&M, marketing communications company DDB Mudra, and advertising agency Leo Burnett. Sharma has also handled key clients like McDonald’s, Johnnie Walker, HDFC Life, and Philips, as well as Kamasutra, among others.

Commenting on his appointment, Sharma said, “I am delighted to be a part of the Infectious family. Our purpose here is not about creating fancy ads, but exploring the unique calibrations of communication, technology, and data to shape consumer behavior and move businesses.”

Meanwhile, Singhania together with the agency’s other Co-founder Ramanuj Shastry, jointly commented, “Nitin brings with him the experience of working on big brands across markets. We look forward to having him on board as we have a shared vision for the agency. We are sure Nitin will help in taking Infectious to the next level.”