Advertising – Page 43

Asian Paints brings back 2002 classic ad: The emotional power behind ‘Har Ghar Kuch Kehta Hai’

Amit Syngle of Asian Paints emphasised that the brand sought to own this emotion and make it an integral part of Asian Paints' corporate identity. It was no longer just about selling paint — it was about making homes the centrepiece of the brand's narrative. (Still from the video)

Amit Syngle, MD & CEO of Asian Paints, explained that in 2002, the campaign arrived at a time when people were transitioning from simply celebrating festivals to truly celebrating their homes. As old films make their way back into theatres, this ad campaign, written by the Piyush Pandey of Ogilvy, is poised to hit TV screens again, reminding audiences of its enduring message.

Advertising on OTTs to see significant growth in 2024 festive season: Havas Media Network

During festive seasons, the primary objective is to boost sales by enhancing consumer consideration. To achieve this goal, a multi-faceted approach leveraging various media channels is essential. While traditional mass mediums such as television remain influential, digital platforms will continue to play a crucial role in shaping consumer perceptions and driving consideration.

Sustainability-themed campaigns are gaining traction and there’s growing focus on Tier 2 and Tier 3 markets, where digital penetration and rising incomes are driving localized campaigns in regional languages.

Cleartrip’s media spend grows by 15–20% with focus on digital, CTV and impact properties

Talking about her vision for the OTA company, she says, "I’m filling some big shoes, but my biggest vision—and this is shared by the leadership—is that the OTA industry is underserved. If you look at competitors like MakeMyTrip, Agoda or Goibibo, there’s a lot of room for a challenger brand like us to win on experience. Cleartrip loyalists have always preferred us for our smooth, seamless UI (user interface), and I want to build on that."

Cleartrip’s bus ridership growth underlines CMO Tavleen Bhatia’s contention that while air travel is the core business, hotels and buses are showing very strong growth.

The Advertising Club re-elects Rana Barua as President for a second term

Speaking about the appointment, Rana Barua, President, The Advertising Club said, “I am truly honoured to lead the prestigious Advertising Club for a second term. This past year has been an enriching journey, marked by significant milestones in a dynamic, ever-evolving industry. Together with my esteemed committee, we have made remarkable strides, and I look forward to building on this momentum in the year ahead with a fresh team and ambitious goals.”

Partha Sinha will continue as a member of the Managing Committee as the Immediate Past President for the ensuing year.

Dream11 launches ‘Poora Fan Bano’ campaign for the Women’s Cricket World Cup

The campaign film has been conceptualized and produced by Tilt Brand Solutions & Studio Q.

The campaign encourages cricket fans to support the Indian Women’s Cricket Team, emphasizing that true fans of the sport support all versions of the game, regardless of who’s playing.

DNPA backs World News Day: “Choose Truth” is this year’s theme

In light of the growing issues of disinformation and deepfakes, AI models are supercharging online misinformation.

The Digital News Publishers Association emphasizes the importance of factual reporting amid rising misinformation, as over 600 media organizations join a global call for integrity in news.

Dell Technologies mandates full-time office presence for global sales team

Gone are legacy labels such as “XPS” and “Inspiron,” replaced by a streamlined naming system that features three tiers: Dell, Dell Pro, and Dell Pro Max.

Tech giant shifts work policy to enhance collaboration and skill development, aligning with broader industry trends on office returns.

Swiggy’s ad spend drops 26% to Rs 1850 crore in FY2024; to ‘cost-effectively’ invest in marketing

Swiggy Ltd increased its consolidated advertisement and promotion expenses by 65.3% in Q3 FY25

Swiggy has proposed to spend up to Rs 1000 crore, over four calendar years on brand marketing services across various channels, including traditional media

Too Yumm’s K-Bomb Ramen campaign features Bollywood actor Ananya Panday speaking Korean

"We're thrilled to introduce our bestselling Too Yumm! K-Bomb Ramen with Ananya Panday in collaboration with Bottomline Media. Their creative approach ensured we connected authentically with our audience, highlighting the joy of snacking and bringing the experience alive of the hot and spicy ramen. We wanted campaign to leave an effect of the flavours through visual demonstration”, commented Yogesh Tewari- Vice President, Marketing, Too Yumm!

“By having Ananya speak in Korean, we embraced the creative side, also capturing the explosion of flavours that product stands out for while connecting with a broader audience in a fun way,” said Tanaaz Bhatia- Managing Director and Founder of Bottomline Media.