Tag: Product Launch

Hong Kong – Lee Kum Kee has teamed up with creative agency Grey Hong Kong to launch its first-ever instant noodle line — a bold debut into the instant food category, backed by a campaign that injects journalistic flair into the world of cup noodle advertising.

Best known for its sauces and heritage in Chinese cuisine, Lee Kum Kee’s new ‘Full Meal Bowl Noodles’ offer real ingredients, a non-fried noodle base, and the brand’s signature sauces, positioning it as a more complete alternative to typical cup noodles.

Grey Hong Kong led the launch campaign, overseeing product positioning, packaging, and messaging. Emphasising authenticity, the campaign was built around the Cantonese phrase [有真料], which translates to “the real deal” — a nod to both the product’s ingredients and the approach to its promotion.

Central to the campaign is a newsroom-style launch film, where fictional reporters inspect the noodles with a level of scrutiny more commonly associated with investigative journalism.

The campaign extended to out-of-home placements across the city, designed to resemble newspaper pages. These executions featured layered headlines and in-depth copy, inviting the public to engage with the brand’s story beyond a traditional ad format.

“Normally, cup noodles come with promises. This one comes with proof. We knew it had to launch with the same honesty and pride Lee Kum Kee puts into every product. In a world full of shortcuts, this felt like something worth talking about,” said Eric Lin, general manager at Lee Kum Kee, Hong Kong, Macau and Taiwan.

May Chan, group creative director at Grey Hong Kong, added, “This was more than just a campaign — it was a celebration of innovation. The idea of ‘the real deal’ kept surfacing. Not just in the ingredients but in the way the product demanded to be noticed.”

India – Britannia The Laughing Cow, the processed cheese brand from the joint venture between Britannia Industries and Le Groupe Bel, has launched a new campaign spotlighting its revamped creamier recipe and locally produced range.

Conceptualised by Schbang, Britannia The Laughing Cow’s latest film-led campaign focuses on the idea of cheese that’s “Irresistibly Creamier, Uniquely Crafted with French Expertise”. Set in everyday meal moments, the campaign highlights the brand’s updated recipe and local production, anchored in the relatable response of asking for “One More Please”.

“We rooted our creative thinking in a powerful insight: today’s consumers constantly battle digital distractions, even during everyday meals. By showcasing a choice of food and connection over screens, we repositioned Britannia The Laughing Cow Cheese as a simple yet meaningful ally. Showcasing the sheer delight of every bite, the campaign brings alive the brand’s creamier, richer taste further cemented by the spontaneous ask for ‘One More Please’,” said Ria Shah, AVP – integrated brand solution and Puru Agarwal – associate creative director at Schbang.

As part of the campaign, Britannia The Laughing Cow has also introduced a GenAI-powered WhatsApp Recipe Bot, offering users quick, customised recipes featuring its cheese products. The tool aims to make everyday cooking more convenient and engaging.

Abhishek Sinha, chief business officer for dairy and CEO of Britannia Bel Foods, said, “At Britannia Bel Foods, we are proud to bring the finest French cheese-making expertise together with Indian craftsmanship and scale, a blend that truly sets us apart.”

“The new Britannia The Laughing Cow range is a milestone in our journey of making high-quality cheese more accessible and affordable for Indian households. This revamp is not just about taste; it’s a reflection of our commitment to quality, value, and innovation, shaped by global mastery and local understanding. With this creamier, tastier, and locally produced cheese, we’re making it easier than ever for consumers to enjoy a world-class cheese experience every day,” he added.

Britannia The Laughing Cow is produced in India by Britannia Bel Foods, a joint venture between Britannia Industries and France’s Bel Group. Since October 2024, the brand’s cheese products have been locally manufactured at a dedicated facility in Ranjangaon, Maharashtra, using locally sourced ingredients. The updated range blends French cheese-making expertise with Indian taste preferences and features refreshed packaging alongside an improved recipe.

India – Tanishq, the jewellery brand from the House of Tata, has unveiled the industry’s first large-scale outdoor holo-projection at Mumbai’s Bandra Bandstand, marking the launch of its new collection — ‘Kundan Stories’.

Brought to life by Laqshya Media Group and Inventech, the installation stands 40 feet tall and uses holo-projection technology to create an open-air visual showcase. Designs from the Kundan Stories collection — including meenakari, takkar work, and stone inlay craftsmanship — appeared suspended mid-air, rendered through choreographed 3D light.

Held over two days from April 23 to 24, the activation offered visitors a rare convergence of traditional artistry and advanced projection technology. Beyond unveiling its latest collection, Tanishq introduced a new format of jewellery storytelling that blends scale, craftsmanship, and immersive media.

Commenting on the launch, Amarjeet Hudda, COO of Laqshya Media Ltd, said, “This was a chance to do something the industry had never attempted before. Tanishq gave us a full creative room, and the result is something that goes beyond regular brand launches. It’s storytelling in mid-air. For us at Laqshya, it’s a proud milestone in blending tech, media, and emotion.”

“The activation uses Holo Mesh Projection Technology, where a translucent mesh acts as a nearly invisible canvas for high-powered light mapping. Suspended in open space, it creates a surreal illusion where each design detail — from ghungroos to flowing filigree — appears to hover and move. The visuals were set to a specially composed sound design, turning the skyline into a moving story of craftsmanship and beauty. Every element was custom-built to perform in outdoor conditions, making it a true feat of execution,” added Sommnath Sengupta, CEO of Inventech.

Tanishq’s Kundan Stories collection, launched ahead of Akshaya Tritiya and the wedding season, features designs based on traditional techniques such as takkar ka kaam, talaf, wire and pearl bunching, and die-stamping. Each piece requires more than 200 hours of craftsmanship, combining heritage methods with contemporary design.

Pelki Tshering, chief marketing officer at Tanishq, said, “At Tanishq, every piece of jewellery is a story—shaped by the hands of our karigars and inspired by the Tanishq woman. This season of new beginnings, our Kundan Stories collection brings heritage and modern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of filigree. And now, we bring these stories to life with India’s tallest Holo stand—an immersive, one-of-a-kind tribute to intricacy, craft, and the jewellery that adorns the modern Indian woman.”

Singapore –Income Insurance Limited, in partnership with BBH Singapore, has launched a new campaign highlighting the importance of critical illness coverage in protecting children.

Titled ‘Unproud Parents,’ the campaign’s film opens with a mother’s voiceover, directed at her daughter Sara, repeatedly stating that she is “not proud”—a sentiment that contrasts sharply with scenes of Sara stepping up in ways that would typically make any parent proud, from caring for her younger brother to managing household tasks.

The film then shows flashbacks revealing Sara taking on responsibilities beyond her years—getting her brother ready for school, preparing meals, and keeping up with schoolwork—while other children enjoy a carefree childhood. This contrast between the mother’s voiceover and Sara’s reality builds tension throughout the film.

The reason for Sara’s burden soon becomes clear: her mother’s cancer diagnosis and the lack of financial protection during recovery. In a poignant twist, the mother’s voiceover is revealed as a misdirection—she is not disappointed in Sara, but ashamed of her own unpreparedness as she watches her children bear the consequences.

Income’s campaign highlights the message, ‘If you don’t protect yourself, you can’t protect their childhood.’ It aims to encourage parents to protect their children by investing in comprehensive coverage.

Janson Choo, executive creative director at BBH Singapore, said, “The devastating effects of critical illnesses on a patient’s child are often overlooked and understated. Without adequate protection, a child may be forced to make life-changing decisions that no one their age should have to face. With Sara’s story, we hope to spark an important conversation and encourage Singaporeans to rethink the role of critical illness insurance.”

The campaign is live across digital platforms, social media, Starhub TV+, and Golden Village cinemas. In addition to the four-minute hero film, it includes 30- and 15-second cutdowns, as well as 6-second YouTube bumper ads.

Income’s campaign highlights that many younger Singaporeans remain uninsured despite the rising incidence of cancer and stroke in their age group. It also coincides with Income’s launch of Complete Life Secure, a whole life insurance plan aimed at providing young parents with lifelong coverage for death, terminal illness, and total and permanent disability.

Dhiren Amin, chief customer officer at Income Insurance, shared, “At Income Insurance, we believe it’s essential to share stories that resonate with the real challenges families face. This story sets out to appeal to and connect with parents of young children, bringing to the fore that one of the best ways to protect the childhoods of their children is to sufficiently protect themselves against life’s unforeseen circumstances.” 

“As an insurer, we seek to go beyond offering protection but also to empower individuals to take the necessary steps to safeguard their loved ones and ensure their financial well-being should life throw them a curveball,” Amin added. 

India – Britannia has partnered with Warner Bros. Discovery Global Consumer Products (WBGCP) to introduce a limited-edition Harry Potter-themed biscuit collection, offering fans a magical and indulgent sensory experience inspired by the world of Hogwarts.

Britannia’s limited-edition Pure Magic Choco Frames are open choco biscuits, each pack containing five intricately designed treats featuring Hogwarts’ four houses—Gryffindor, Slytherin, Ravenclaw, and Hufflepuff—with a rare chance to discover one embossed with Platform 9¾.

Perfect for everyday indulgence or gifting to Harry Potter fans, Britannia’s limited-edition Pure Magic Choco Frames offer consumers a delightful and collectible treat inspired by the wizarding world.

Siddharth Gupta, general manager of marketing at Britannia Industries, said, “At Britannia, we are committed to constantly innovating and finding new ways to delight our consumers while evolving our portfolio to meet changing preferences.” 

“Our collaboration with Warner Bros. Discovery Global Consumer Products (WBGCP) marks a significant milestone as we bring a Harry Potter-inspired indulgence for fans through our Pure Magic Choco Frames. This strategic partnership is an attempt to bring the iconic legacy of Harry Potter together with Britannia’s expertise in crafting indulgent treats for everyone. It’s more than just a product; it’s an opportunity to create a memorable moment that resonates with fans across generations,” Gupta continued.

The Britannia Pure Magic Choco Frames is available only for a limited time on Blinkit or at Reliance stores.

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.

India – Mondelez India, the maker of Oreo, has unveiled a limited-edition Pokémon range, featuring an interactive experience that invites fans to explore the exciting digital world of Pokémon.

This launch brings together Oreo cookies and the excitement of collecting Pokémon, with each cookie featuring a unique Pokémon design. For the first time in India, Oreo has introduced a special-edition yellow cookie showcasing 16 distinct Pokémon, adding a collectible element to its digital campaign.

Fans can scan the QR code on the Oreo Pokémon packs to access a digital platform where they can create personalised Pokémon-themed avatars and collect all 16 Pokémon designs featured on the cookies. Each scan adds a new Pokémon to their digital collection, the ‘Oreodex,’ while also unlocking accessories and customisation options for their avatars.

Additionally, other Oreo pack sizes include special Pokémon photo cards and collectible Pokémon stickers for fans to gather and enjoy.

Nitin Saini, vice president of marketing at Mondelez India, said, “This collaboration is all about creating magical moments that bring families closer, spark excitement, and offer something truly memorable for everyone.” 

“Oreo has always been at the heart of joyful rituals, and by teaming up with Pokémon, we’re not only offering an exciting collectible experience, but we’re also bringing a sense of nostalgia for everyone who grew up with Pokémon. This shared love for Pokémon across generations creates a unique bonding experience where families can come together over the thrill of discovery, fun, and play. It’s a playful emotional journey that unites the world of Oreo and Pokémon in the most exciting way possible,” Saini added. 

Susumu Fukunaga, corporate officer at The Pokémon Company, also shared, “We are thrilled to see Pokémon featured on Oreo cookies. This campaign will take Pokémon to fans of both brands all across the country. Customers will enjoy the fun, surprise element of finding out which Pokémon cookies are included in the pack they purchase. We hope that this playful experience will delight our existing fans and help us connect with new audiences as well.” 

This initiative was developed by Dream Theatre, a representative agency of The Pokémon Company in India. 

“We are delighted to bring together two all-time favourites—Oreo and Pokémon—to create a standout experience for fans across ages and endless hours of play, making it a truly meaningful campaign,” said Jiggy George, founder and CEO of Dream Theatre.

Shekhar Banerjee, chief client officer and office head at Wavemaker India, added, “Our approach was to create a dynamic, multi-phase experience that mirrors the excitement of a Pokémon adventure. Be it access to exclusive packs, enabling fans to collect and compete for rewards, each media placement of the campaign is carefully crafted to spark curiosity, build anticipation, and drive sustained engagement.”

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.

Australia – Social-lifestyle app STEPN GO has reached a new milestone in its partnership with adidas, unveiling the first-ever co-branded physical running shoes—the ‘STEPN GO x adidas Ultraboost 5,’ featuring the STEPN GO logo.

The launch of the co-branded running shoes marks a pivotal step in the year-long partnership between STEPN GO and adidas, which began in April 2024 with the debut of the STEPN Genesis NFT collection. 

Building on the excitement from their digital NFT drops, the introduction of the STEPN GO x adidas Ultraboost 5 further demonstrates how the two brands are redefining the intersection of digital innovation and real-world fashion.

Following a successful collaboration, which included the release of the STEPN GO x adidas Genesis NFT Sneakers, the partnership now transitions from digital to physical with a limited edition of 1,200 adidas Ultraboost 5 running shoes.

Since its public beta launch in September 2024, STEPN GO’s innovative Haus System has stood out, enabling users to lend sneakers, share energy and earnings, and onboard new users into Web3 without a wallet. This feature enhances accessibility and highlights the platform’s commitment to community-driven innovation.

Shiti Manghani, CEO of STEPN by FSL, shared, “The launch of physical shoes is a defining moment in our partnership with adidas. We’ve moved from digital collectibles to tangible products that people can wear, showing just how far the Web3 space has evolved. This collaboration demonstrates the potential of merging fitness, digital assets, and real-world products.”

Erika Wykes-Sneyd, VP and GM of adidas /// studio, added, “We’re thrilled to offer a new digital experience for runners at the forefront of this exciting new era. This collaboration not only brings a fresh way to engage with fitness but also introduces rewarding experiences that push the boundaries of what’s possible in both the physical and digital worlds.”

Starting December 13, the limited-edition STEPN GO x adidas Ultraboost 5 shoes will be available exclusively on the MOOAR marketplace for holders of STEPN and STEPN GO x adidas Genesis Sneakers. With only 1,200 pairs released, the drop blends adidas’ performance excellence with STEPN GO’s active lifestyle ethos.

The STEPN GO x adidas collaboration marks a key step in integrating active living with everyday life, highlighting STEPN GO’s innovation in fitness technology and Web3 leadership. By blending digital and physical experiences, the partnership reinforces STEPN GO’s role as a pioneer in redefining Web3 possibilities.

India – VRB Consumer Products has teamed up with Enormous Brands India to launch an exciting new campaign for its latest cup noodles offering, WokTok by Veeba, which celebrates the rich and diverse flavours of Indian cuisine.

WokTok by Veeba marks VRB Consumer Products’ entry into the cup noodles category, introducing consumers to a delightful fusion of Pan-Asian and Indian flavors. This product line emphasises health, featuring a ‘better-for-you’ range that contains no added MSG, no palm oil, and no maida.

To promote this launch, VRB Consumer Products has released a campaign film that humorously illustrates how Indians effortlessly adapt global cuisines, transforming them to suit their unique palate.

Created by Enormous Brands India, the campaign features humorous scenarios where Chinese characters embrace quintessential Indian quirks—such as shadow bowling in cricket, performing the nagin dance at weddings, and tilting a scooter before starting it—all embodying the tagline: “Chinese, Par Apne Style Se! (Chinese, But in Our Own Style!)” 

The campaign employs a comprehensive 360-degree strategy, led by a television commercial and further enhanced across digital platforms, social media, and in-store branding. This multi-platform approach creates an immersive experience that captures a wide audience’s attention and strengthens WokTok’s position in the Pan-Asian and cup noodles markets.

Niyati Kochhar, VP of marketing at VRB Consumer Products Pvt. Ltd., said, “Creating WokTok has been a labour of love—one that celebrates how we, as Indians, embrace and adapt anything by adding our signature twist.” 

“Our campaign, ‘Chinese, Apne Style Se,’ captures this beautifully. From food to culture, we have always made things our own, and WokTok is no different. With this launch, we’re speaking to a new generation—the WokTok generation—who values authenticity but also seeks personalization. They crave bold flavours that resonate with their unique palate, and WokTok offers just that, combining the best of both worlds in a way that’s distinctly theirs,” Kochhar added. 

WokTok’s cup noodles are tailored to Indian taste preferences, featuring five distinctive flavours: Chowmein, Masala, Manchurian, Kung Pao, and Spicy Korean. With bold flavours and high-quality ingredients, WokTok aims to become a household favourite in India. The brand is also launching a range of dipping and culinary sauces, all made without added MSG. 

Ashish Khazanchi, managing partner & CCO of Enormous Brands, expressed, “WokTok, the latest brand in the instant noodles segment, is set to revolutionise the market with its new line of products: “Chinese but apne style se.” Rooted in the essence of India’s love for bold, diverse flavours, WokTok combines the richness of traditional Chinese cuisine with bold Indian takes.” 

“The campaign captures the evolving Indian psyche that craves global experiences but with a familiar, comforting Indianness. WokTok’s bold, exciting flavours and packaging are designed to resonate with India’s youth, offering a quick, delicious, and distinctly Indian spin on the beloved Chinese noodles. It’s not just noodles; it’s Chinese—but our own way,” Khazanchi further explained.