Tag: The Glitch

Mumbai, India – India’s sexual e-superstore under TTK Healthcare Ltd., Love Depot, has launched a new digital campaign ‘#ThePleasureIsAllYours’, in an aim to normalise pleasure of all kinds for everyone – regardless of age, gender, and orientation, amongst others.

The campaign, which was developed in collaboration with creative agency The Glitch, seeks to encourage candid conversations around pleasure and what it means for love, partnership, and lust. Conscious efforts were made to ensure that there was a clear distinction between cool and crass. Ultimately a full-fledged campaign was created, that took steps towards not only normalising pleasure but also making it look cool, appealing not to a particular age group, but to a cohort willing to have conversations around sexual wellness out in the open.

Moreover, the campaign highlights the various ways in which people seek or engage with pleasure, showcasing choices, habits, and more, eventually stating that no matter what gets one kindled, Love Depot holds the potential to bring one’s fantasies to life. The brand promotes pleasure with no strings attached, helping people acknowledge it so that one day they may embrace it.

The film is also part of the wider campaign which includes a KOL awareness campaign, health and sexual wellness articles across lifestyle publications, and prominent blogs, as well as a full social activation including story content, reels, and a media plan.

Yudhajit Mukherjee, creative director at The Glitch, shared that they have long believed that tapping into culture is the key to connecting with their audience and with Love Depot, they’re able to show a part of a regular Indian’s life that either gets skipped or gets judged. 

“The campaign acknowledges that pleasure is different for different people and that all kinds of pleasure are normal, and we’re proud to work with a partner like Love Depot who shares our inclusive, purpose-powered values,” said Mukherjee.

Meanwhile, Arjun Siva, digital marketing head of TTK Healthcare Ltd & Love Depot, said, “Love Depot is fearless when it comes to breaking traditional boundaries. The Glitch has truly understood the Love Depot ethos, in making pleasure accessible to everyone, and I look forward to paving the way for open dialogue, which will ultimately lead to education, acceptance and of course safety.”

Mumbai, India — Dell India’s program, Dell Futurist, is set for youthful and ambitious thinkers who want to create a future where their passion transforms into their careers by enabling technology. The program has focused on different verticals like visual arts, music, and gaming, as they choose sustainability and art as the theme of the latest segment.

Dell Futurist invited students to present their idea of sustainability with a project or art and raise awareness in their own unique way. Partnering with thousands of colleges and universities across India, the competition encouraged students to think about sustainability and highlight the stark reality of many ecological problems in India. The winners were mentored by the best in the industry to help them build their case for their future.

Simultaneously, the digital-first creative agency of VMLY&R, The Glitch, conceptualized and executed the competition. The agency collaborated with eco-consultant Anirudh Sharma of Graviky Labs and Kunel Gaur managed by Art&Found to create a personalised masterclass educating students, providing mentorship, and allowing them to build sustainable project ideas and art.

Commenting on the program, Mayuri Saikia, director for India consumer marketing at Dell Technologies, said, “Reaching the young, creative, aspiring minds who are inspired is crucial for us as a brand as our products are clear enablers in this journey and celebrate their process. Dell Futurist is for youthful and enthusiastic ones who desire to pursue their passions as their careers.

Saikia added, “Dell’s flagship digital program intends to connect the passion areas for youth, and their future aspirations in terms of their professions and technology. We not only help them nurture their skills and get access to subject matter experts but also the leaders that inspire them!”

Five winners were selected from across the country who participated to co-create the final, 35-foot installation in Delhi, a city with one of the worst air quality indexes in the world. Drawn with ink made from filtering carbon and other pollutants from the air, it is one of the biggest eco-friendly murals in the country. Despite the third wave of COVID which brought a lot of movement restrictions, the team took the right advantage of technology by conducting AMA sessions with the students to plan and design the mural virtually and ultimately paint it in Delhi.

Also on the program, said Varun Anchan, associate vice president for Flux@The Glitch, commented, “We didn’t want to create a token campaign that hypes the problem of pollution. For us, it was important to build sustainability into the mindsets of students and show them that they can make an impact on the world. The campaign was about giving them a canvas that combined sustainability, creativity, and technology.”

Simultaneously, Rahul Dcruz, associate creative director for Flux@The Glitch, added, “Dell Futurist Sustainability+Art has been built over a span of 4 months, with partners from across the country and 4000 colleges and universities, to create India’s most sustainable mural in the world’s most polluted city. For us, the success of the campaign isn’t just the mural but the fact that it was co-created with students who will take the baton forward of sustainability and art.”

Mumbai, India – Working from home, now coined as the famous WFH, for the most part, had been initially looked to as a positive working structure for many, eliminating additional steps from workers’ daily grind such as not having to bother with commute, taking the pressure out to dress up, and overall, having less expenses and just more focus.

However, as everyone cruised through the pandemic testing out new lifestyles and decisions, people soon found the WFH has its own downsides and struggles that take a toll on workers’ mental health.

Leading online professional network LinkedIn aims to take a lead in this conversation with an India-specific campaign, and in partnership with digital creative agency The Glitch, the network has launched the second phase of its ‘Find The Balance’ campaign.

While work-from-home has many pros, work now being closely integrated with home life reveals some unexpected repercussions, and the campaign aims to provoke honest conversations about such struggle – finding work-life balance amid the pandemic.

The story of ‘Vedika’ in the new ‘Find The Balance’ campaign

Being more immersed with work in the comforts of one’s home steals away some precious time with friends and family, and each of the three ad films of the campaign tackles this dilemma.

Specially intended for professionals in India, each 35-second film shows the WFH life of fictional Vedika, Andrew, and Gaurav, who is a sales lead, a data analyst, and a marketing manager respectively. Each narrative shows how the individuals, amid the busyness of work, find time and space to engage with their friends, children, and parents.

The story of ‘Andrew’ in the new ‘Find The Balance’ campaign

In the first phase of the ‘Find The Balance’ campaign which was released in September this year, the stories of each were subtly touched on in a single one-minute film. In the sequel, viewers will be able to learn deeper how each represents the struggles of employees sheltered at home this pandemic.

Sivaram Parameswaran, the head of brand marketing for APAC at LinkedIn, commented that the #FindTheBalance brand campaign aims to be a reminder for LinkedIn members to “hit pause” and reconnect with their family, friends, and colleagues, and “find a new idea of balance.”

“As the world of work continues to evolve, we are committed to fostering a sense of community for our members to connect, spark conversations, share ideas, and encourage each other to build flexible schedules and a well-rounded lifestyle,” said Parameswaran.

The Glitch’s Creative Director Lucille Pereira shared that what she loves about the campaign is the ‘mirror’ it holds up to people’s lives.

“In the last 1.5 years, working from home gave us so many new perspectives. It taught us to bond deeply with our family, giving us the advantage of having all meals with them, as opposed to a ‘rushed’ breakfast, and a ‘tired’ dinner. It showed us how to make time for family, or carve out time for self, whether it’s doing things we love or just a quiet coffee & sunset session,” said Pereira.

Meanwhile, Riya Lalchandani, associate business director at The Glitch, added, “Our long-standing relationship with LinkedIn has always paved the way for relevant and insightful work. The world around us has changed and many of us have experienced the blurring of our professional and personal lives.”

With an official hashtag #findthebalance, the campaign also takes in the form of social media engagement, where in LinkedIn, Facebook, and Twitter professionals are encouraged to rewrite motivational quotes to make them more relatable for the post-pandemic world of work.

By humanizing old adages, the agency said the campaign hopes to help professionals to adopt a mindset of building a healthier lifestyle with clear work-life boundaries that allow for rest and recuperation” without guilt.”

The new short films are now live on LinkedIn and LinkedIn’s YouTube channels.

According to the agency, the first phase of the campaign garnered six million engagements on Facebook alone.