Tag: Advertising

Shankar Mahadevan on partnering with Cipla to help kids embrace their resilience and strength

With the help of the lyricist Irshad Kamil, Shankar Mahadevan (in picture)created the song for the Tuffies campaign that delivers the message that even if a kid has asthma, they are still ‘tuff’

The singer-composer talks about the thought process behind creating the anthem for the Tuffies campaign and how it raises awareness about asthma and instils values of acceptance towards peers with different conditions.

Cipla’s Achin Gupta on fostering a healthier and more informed environments for children and their caregivers

Achin Gupta, CEO, One India Business, Cipla, shares why the brand chose to partner with Mahadevan, how it is leveraging integrated marketing to connect with diverse audience segments, and more.

As the CEO puts it, the pharma company’s Tuffies awareness campaign leverages the ‘reel’ generation while engaging over 3,000 mom influencers and their children.

People will come back to TV and stay glued to TV for many months: Ashish Khazanchi, Enormous

Ashish Khazanchi, managing partner, Enormous, said, "We don't take part in too many pitches and do our work very well. It's really quite a big deal for the industry that the bigger campaigns, the more strategically thought through research campaigns and well-crafted campaigns are not necessarily coming from the bigger agencies. So that is a quantum shift."

Ashish Khazanchi, managing partner, Enormous, stated, “There will be a little bit of a boost in terms of economy and in terms of sentiment. The stock markets are very likely to go up especially around this time. So, public sentiment is very important for public spending.”