Latest news with #DDBMudra
Time of India
2 days ago
- Business
- Time of India
BirlaNu Leakproof Pipes' new ad answers the long standing reliability concerns
BirlaNu, a part of the multi billion dollar CKA Birla Group , has launched its new brand campaign centered on a powerful promise: 'Infinite peace of mind with BirlaNu Leakproof Pipes '. It addresses the critical consumer pain point of leakage and positions BirlaNu Leakproof Pipes as the answer to long standing reliability concerns. Showcasing BirlaNu's Leakproof Pipes' leadership in delivering secure, long-lasting plumbing systems, the campaign highlights its advanced innovation, quality-first manufacturing and a future-focused product portfolio. Peeyush Bachlaus, chief marketing officer, BirlaNu, said, 'This campaign captures what truly differentiates us – the promise of leakproof performance and the trust our customers place in the Birla name every day. With leakage being a frustrating and recurring concern for consumers, the campaign presents the solution in a loving manner using a conversation between two kids.' Built on the brand's core promise of ' No Leakage ', the campaign brings this commitment to life through a metaphorical and light-hearted narrative. At the heart of the story are two mischievous children who use a pipe to share their secrets-demonstrating the pipe's flawless integrity, with not a single drop leaking, literally or figuratively. Their secrets remain safe, just like water does within a BirlaNu pipe. This playful yet powerful storytelling approach not only showcases the leakproof assurance of the product but also forges a deeper emotional connection with the audience-positioning BirlaNu as a trustworthy, reliable, and refreshingly different brand in the category. The film has been conceptualised by DDB Mudra , with Madison handling the media update. Arun Kumar Magoo, chief business officer – pipes, BirlaNu, said, 'This campaign is a celebration of our commitment to leakproof assurance, reinforcing BirlaNu's position as a customer-centric and future-ready brand . This bold step reflects our nature-positive approach and strengthens our promise to deliver India's safest pipes.' The campaign is being rolled out through an integrated media strategy spanning television, OTT, digital, OOH and BTL activations, ensuring widespread reach and impact across both urban and rural markets. Watch the video here:
Mint
5 days ago
- Entertainment
- Mint
From Kitchen to Community: TTK Prestige's SVACHH Deep Lid Shelter Champions Clean Living
I~ This life-size installation places the Svachh promise of cleanliness and everyday ease at the forefront ~ ~ Encourages consumers to take a selfie and pledge their commitment to a Svachh lifestyle with #SvachhNoSpillShelter~ In a unique fusion of innovation and public art, TTK Prestige, India's most trusted kitchen appliances brand, unveiled a life-size replica of its iconic Deep Lid from the Prestige Svachh Pressure Cooker at Carter Road in Mumbai. Installed as a functional rain shelter, the structure mirrored the product's anti-spillage feature and resonated with its core purpose — keeping not only kitchens but also pedestrians clean and dry during the monsoon downpour. The initiative served as a creative expression to make everyday life cleaner, simpler and more conscious. DDB Mudra transformed a practical product feature into an interactive public experience, creating and installation that people could walk through, stand under and engage with- a first-of-its-kind approach to brand storytelling. Drawing inspiration from the deep lid's role in preventing spills, the structure became a real-world metaphor for kitchen functionality extending into community spaces. It stood as a testament to how thoughtful product design can impact lives beyond homes — especially during Mumbai's rains. A real-world metaphor for kitchen functionality extending into community spaces. As part of the installation,visitors were invited to take a collective pledge to commit to safer and more hygienic cooking habits. This expanded the product's purpose from individual kitchens to the larger community. Attendees also shared selfies and their pledges on social media using #SvachhNoSpillShelter. Those who participated received vouchers, reinforcing the brand's belief in empowering Indian kitchens through meaningful engagement. TTK Prestige To amplify the event's impact, a live performance by indie band Symphony Rush brought energy and excitement to the location, drawing in families, walkers, and curious onlookers. TTK Prestige developed the Svachh Deep Lid to address a common problem in Indian kitchens—spillage during pressure cooking. The innovation focused on making everyday cooking cleaner and more convenient through thoughtful design. By showcasing a life-size installation of the lid in a public space, the brand highlighted how even small product details can improve daily life. This initiative also reflected Prestige's aim to create meaningful engagement and build visibility rooted in real consumer insights, rather than just traditional marketing. TTK Prestige The installation remained open for public viewing at Carter Road for the week, acting as both a talking point and a visual reminder that even the most functional products can carry cultural flair. The concept behind the Prestige Svachh No Spill Shelter was driven by the belief that thoughtful innovation can solve everyday problems. The spillage control lid, designed to prevent kitchen mess, inspired a creative extension beyond the home. To highlight its function in a memorable way, the lid was reconsidered as a life-size rain shelter during the monsoon season. This public installation not only offered protection from rain but also collected and recycled the water it captured—mirroring the lid's role in homes. The idea blended functionality, sustainability and creativity, reflecting the brand's innovative spirit. With this initiative, TTK Prestige once again demonstrated how functional design can evolve into lifestyle innovation, proving that the best ideas are the ones that remain impactful — long after the pressure's off. Note to readers: This article is part of Mint's paid consumer connect Initiative. Mint assumes no editorial involvement or responsibility for errors, omissions, or content accuracy. Want to get your story featured as above? click here!
Time of India
6 days ago
- Entertainment
- Time of India
Sibling fails and fashion fixes: Myntra's The Rakhi Pledge campaign
This Raksha Bandhan , Myntra 's new campaign is putting a witty spin on the classic problem of last-minute gifting. Anchored by the concept of "The Rakhi Pledge," the campaign takes a light-hearted yet relatable approach to a common sibling slip-up: forgetting to buy a gift. The story is brought to life through a comedic film and an interactive WhatsApp experience, celebrating the unique dynamics of sibling relationships. The campaign's centerpiece is a film that uses humor to address a serious gifting problem. In the film, three brothers are placed on a dramatic stage, facing an "unimpressed" audience of sisters. They confess their past gifting blunders, from questionable chocolates to generic toiletries. Actor Ahsaas Channa steps in as a narrator, offering a path to redemption for these "forgetful brothers" and countless others. The film highlights how a well-chosen, timely gift can transform a last-minute scramble into a meaningful gesture. The campaign highlights the reality that every sister is different, each with her own unique style and interests. It suggests that finding a gift that truly reflects her personality is a way to make the gesture more personal and heartfelt. To solve the last-minute dilemma, the campaign features an interactive WhatsApp experience. Users can message a simple " Jaldi batao kya gift dun? " (Quick, tell me what gift to give?) to the designated WhatsApp number. This triggers a series of humorous, personalised videos from Channa, who acts as a guide. She helps users navigate gift options based on their sister's interests, whether she's a "fashion diva," a "beauty buff," or simply "impossible to decode." Each video is followed by product links, making the process of finding and purchasing a gift quick and seamless. Users can access this chatbot by scanning a QR code on various campaign creatives, from broadcast messages to Instagram posts, ensuring it reaches procrastinators exactly where they are. This campaign blends a relatable sibling story with a practical solution, offering a fun and easy way for people to find the perfect gift even at the eleventh hour. Speaking on the campaign, Mahima Mathur and Shyan Gershon, creative directors at DDB Mudra, said, 'Brothers mean well. But let's be honest - sweets and crumpled INR 500 notes don't quite cut it as a Rakhi gift. So this year, we gave them a fighting chance. With Myntra's premium gifting range, a pledge, and Ahsaas Channa's picks for every kind of sister, they could finally get it right. It was easily the most fun we've had fixing a sibling problem.' Speaking on the campaign, Abhishek Gour, senior director, marketing at Myntra, said, 'Raksha Bandhan is a celebration of thoughtful gestures, and behind every meaningful gift is the effort to choose something that truly reflects the bond. At Myntra, we recognise that this isn't just about giving, it's about getting it right. That's why we've brought together an expansive selection across fashion, beauty, and lifestyle to help customers find something that resonates with their sister's personality. Paired with the convenience of M-Now, our campaign aims to transform even the most last-minute gifting into a timely, well-chosen expression of affection.' Watch the video here:
Time of India
27-06-2025
- Business
- Time of India
Unlock the South: Navigating India's dynamic regional ad markets
South India is no longer just a growth market; it's a driving force in Indian advertising. With an estimated INR 7,500 crore contribution to India's total TV advertising expenditure (AdEx) in 2024, this region is a critical battleground for both national and regional brands. The era of generic campaigns is fading, underscoring a strategic imperative for brands to adopt deeply localized approaches to truly connect with consumers and maximize returns in this powerful segment. Among the four southern states, Tamil Nadu leads with an estimated INR 2,900–3,100 crore in TV AdEx, according to the Madison Advertising Report 2025, underscoring its significant television penetration and brand activity. Following Tamil Nadu, Telugu-speaking markets (Andhra Pradesh & Telangana) contributed INR 1,500–1,700 crore, Karnataka brought in INR 1,400–1,600 crore, while Kerala added INR 900–1,100 crore to the overall adex pie. This substantial collective contribution underscores the need for granular market understanding rather than a generic 'South India' approach. The media landscape in South India is also distinctly regionalised. While national and English content is consumed, it is regional content that truly drives growth. The Madison advertising report 2025 indicates that regional channels grew 9-12 percent in 2024, now accounting for 30 percent of TV AdEx. This highlights the continued strength of regional TV in specific markets, particularly in the South. "Andhra Pradesh and Tamil Nadu exhibit high TV penetration, where mass CPG brands might achieve sufficient reach with minimal digital investment," observes Niti Kumar, COO, Starcom. However, she adds, "markets with electricity challenges might require a stronger digital layer to complement TV reach." A unique aspect of Southern markets is the enduring popularity of certain programs and the pervasive passion for movies, which "must be integrated into media plans, unlike in the North where alternative connection methods exist." This necessitates media plans encompassing "not just general entertainment channels (GEC) and movies, but also local news and music channels specific to each state and language." Menaka Menon, president & managing partner, DDB Mudra highlights the distinct media choices available in each Southern market. "Each of the South markets has one or two lead players across both TV and print," she states. For television, channels like Sun TV, Maa TV, Zee Kannada, and Asianet dominate across four regions. In print, publications such as Thanthi, Eenadu, Vijay Karnataka, and Malayala Manorama hold significant sway. These established players, with their legacy and audience trust, tend to lead the pricing benchmarking. The Southern advertising market presents a unique equilibrium between regional and national brands. While national advertisers often dominate overall adex, local and regional brands hold a strong presence, particularly in print and digital, which allow for greater localisation. "Regional brands command 55-60 percent of total advertising inventory across media channels," reveals Upali Nag, chief strategy officer, Wavemaker India, while "National brands command 40-45 percent of inventory, but command approximately 60 percent of revenue due to premium positioning, targeting etc." She notes a growing trend of national brands creating "region-specific campaigns rather than adapting national campaigns," and regional brands expanding beyond traditional media with "significant YoY growth in digital spending." Kumar points out that the leading players vary by state and medium. "Kerala sees strong local retail advertisers like jewelry brands. In contrast, Tamil Nadu and Andhra Pradesh are crucial markets for national CPG brands, particularly in categories like oral care and food & beverages." Experts shared the cost of advertising also reflects this regional focus, with regional channels generally being more affordable than national ones due to their smaller, language-specific reach. 'The states behave differently, and the situation changes from market to market. TN & Kerala are high on local player contribution, while AP and Karnataka are comparatively lower,' concluded Menon.
Time of India
13-06-2025
- Entertainment
- Time of India
Meta AI makes it all a little easier, one day at a time
DDB Mudra conceptualised the launch of Meta AI in India, Meta's new intelligent AI tool, with a campaign inspired by a question every Indian has asked or been asked while navigating the monotony of daily routine – 'Aaj kya karoge?' With a deep understanding of the industry and consumer trends, the team identified a key challenge when it came to AI: the narrow perception of AI as merely a utility tool. This, coupled with the mundaneness of the everyday, limits people's ability to explore the uninhibited creative potential of an AI tool. By marrying this insight with Meta AI, seamlessly integrated into apps people already spend most of their time on – WhatsApp , Facebook and Instagram – the team saw an opportunity to shift perception and showcase Meta AI's ability as an intelligent thought partner to inspire new ideas, and enhance the little moments in life. This empowered millions across India to explore the transformative power of Meta AI in their daily lives and urged them to infuse their routines with creativity, spontaneity and a sense of discovery. This thought was brought to life through six geographically targeted films, each telling a mundane yet distinct story across age groups. These relatable narratives sparked curiosity and showed how even the most everyday moments can be made magical with Meta AI. The campaign extended beyond films to contextual YouTube ads featuring prompts tailored to people's real-time searches. In Delhi and Lucknow, contextual billboards spoke the local language - capturing the habits and quirks of the city. Mahima Mathur, creative director, DDB Mudra said, 'We didn't want to introduce Meta AI with the usual fanfare. We wanted India to find it in its own way - in places we already live and love. In a WhatsApp chat. While scrolling through Facebook. In an Instagram group. 'Aaj kya karoge?' isn't just a line. It's a friendly nudge. An invitation to think a little bigger, try something new, and let Meta AI make it all a little easier, one day at a time.' With this campaign, the aim was to maximise reach and awareness about Meta AI, by nudging people to take notice of its capabilities as a relatable, intelligent and above all, a truly personalised AI tool. Watch the videos here:
