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The Health Factory has announced its latest collaboration with actor Uorfi Javed. 

Partnering with fashion and social media icon Uorfi Javed, known for setting fashion trends, The Health Factory aims to capture the attention of Gen Z and a broader audience through an engaging social media reel. The reel ad will be shared across various digital and social media platforms and major media channels, offering entertaining content to encourage viewers to choose healthier Original Zero Maida Bread over regular whole wheat or brown bread.

Expressing her excitement about the collaboration, Uorfi Javed said, "As an actor, I hold deep commitment to staying healthy.  I consciously opt for clean eating, prefer gluten free products as it is the way to go for a healthier gut, while propogating healthier lifestyle choices. The Health Factory's initiative is inspiring millennials and Gen Zs to reimagine their bread choices. It's been an absolute joy being a part of this campaign."

"At the heart of this collaboration lies the message encapsulated in the slogan #Bread Badlo Aadat Nahi (Change the Bread, Not the Habit), reflecting The Health Factory's innovative stance on reshaping attitudes towards bread consumption. Through compelling content, the collaboration aims to disseminate this message to a wider audience across various digital platforms," said the brand.

Capri Global Capital, a non-banking financial company and a sponsor of team Gujarat Titans in IPL, has launched a new series of brand films linked with their campaign, 'Farz Nibhaatey Hain', starring Shubman Gill, captain, Gujarat Titans along with his teammates, allrounder Rahul Tewatia and pacer Mohit Sharma. This campaign highlights Capri Loans' promise of putting customers first.

Through the ad-film series, the NBFC showcases various scenarios and interactions that Gujarat Titan Team members have with individuals and with a relationship manager of Capri Loans at their branch. First film highlights the flexibility of repayment of loan offered by the lender on its Gold Loans.

The second ad film narrates a fun interaction between the team and their driver which highlights the hassle-free loan application and minimum documentation process at Capri Loans for their loyal customers. The third film highlights the prioritised customer service at a Capri Loans branch.

"We are thrilled to launch the 'Farz Nibhaatey Hain' campaign, which underscores our unwavering dedication & commitment to provide exemplary service offerings to our customers," said Basant Dhawan, group CMO, Capri Global. "In today's fast-paced world, we understand the importance of providing convenient and accessible financial solutions. Through this campaign, and in partnership with Gujarat Titans, we aim to showcase how Capri Loans prioritises customer needs with its unique product offerings besides valuing repeat customers with special loyalty benefits across its loan portfolios. The brand messaging being delivered by the Gujarat Titans players in the films will help us attract huge consumer eyeballs & build brand trust."

Echoing similar sentiments, Pramod Sharma, national creative director, Rediffusion Brand Solutions stated, "Our approach towards this campaign is rooted in authenticity and empathy of Capri Loan’s conduct towards their customers. Each video portrays a scenario that would resonate with our audience, who has or would experience the services and wide range of credit products that Capri Loans has to offer. We wanted to deliver a very strong message of a sense of duty that the Brand upholds in their day-to-day conduct, but in a very light-hearted way. This was the toughest part developing this storyboard. We are sure the viewers would identify it and appreciate it while cheering for their favourite team, the Gujarat Titans.”

This is the first time that Dabur has become a sponsor for the Indian Premier League (IPL) on television, said Rajiv Dubey, Head of Media, Dabur, while asserting that such pan-India sports events fetch mass audiences for a brand and a new set of consumers but it comes at a huge cost. Below are the excerpts from the interaction:

How is this season of IPL going for a brand like Dabur, which is of such a significant stature?

It's going very well. We started slightly late in April because the first few matches were in the last financial year. It's been good because IPL opened up pretty well, with a rating of 7.7, which is like never before.

The ratings have been higher in number in terms of the first 18 matches. They have given an average of 13% higher numbers than last year at the all-India level. There has been consistent growth in terms of viewership, especially on TV.

Even in the digital ecosystem, there has been a significant increase because it's available for free. So, overall, as a sport, it does very well for a brand like Dabur.

We have to recruit new consumers, for which digital is a very good medium to be in because otherwise, we keep exposing our advertising to the same set of consumers. What IPL does is it gives us a different set of consumers altogether.

What are your expectations in terms of visibility and brand awareness during this season of IPL?

The only expectation and primary objective for a company like ours is to generate more sales and generate more business for our brands. Ultimately, reaching out to new audiences and something which has a pan-India appeal, this kind of event would generate potentially more business.

For all our summer brands, which are active in these months, the likes of Real Juice and Cool King hair oil, it matters a lot to be in this kind of event (IPL). So, it works very well for us.

Since you have advertised with both, TV and digital, can you elaborate on the kind of viewership you are looking at?

We had a slow start in digital, which will pick up in the coming weeks. But we are there in both. Digital is for sharper targeting and focuses on a kind of city and an audience set.

TV is pan-India. We have done different versions of our advertising for different regions. For example, in the South we have Vatika and in the North, we have Red Toothpaste or Real Juice. 

What distinct advantage do you think IPL brings to CPG brands?

IPL is a pan-India event. Cricket is the only thing that gives you pan-India reach and a huge audience. Last time, it reached almost 50 crore people. This year, it's expected to go even further. We have seen some positive signs like a huge increase in numbers in the initial 18 matches which was almost 13% up. Cumulatively, I would guess that it would add to the number of viewers over last year. The expectation is to get a fresh set of eyes that one can target. That's what our CPG advertisers would look at. 

Could you share your ad spends on IPL?

I'm not sure if we are at liberty to share this information. However, we are one of the sponsors in the IPL and this is the first time Dabur has taken a sponsorship on IPL on TV which is a significant amount of money. IPL doesn't come cheap, that one should know.

TV spends is much higher. We have to reach out to the top of the funnel and Pan India because of this, our spends is more on TV this year. However, last year we were not on TV at all.  

What kind of products are you advertising on TV and digital?

For TV we have regional-focused brands, like Real Juice, which sells mostly in the northern part of the country. For southern feeds, we have brands that are popular there, like Vatika, Meswak (toothpaste), etc. So, that's one set of brands for TV.

As far as digital is concerned, it is more regional-focused; there are different sets of brands for different mediums and markets.

Apart from IPL, are there any other properties that you are exploring in the near future?

Our focus is to be continuously present on TV, to maintain continuity for our power brands for the rest of the year. Potential properties will be vetted in terms of pricing, availability, etc. If it's too expensive, one would not like to go for it unless there is a good ROI.

Our business is such that, we have to reach out to the masses. To reach out to the masses, you have to go to TV. To sell the same product to the same consumer again and again; you have to be continuously present there since an event like this would give you a one-time high in terms of ratings.

Are you looking to advertise more in sports events or cricket properties this year or will consider properties like reality shows as well?  

I wouldn't say all cricketing properties, but, the significant ones we should like to look at. Again, provided that we get a good deal, it gives an ROI.

We have been there on some reality shows like Bigg Boss in Hindi and Telugu markets. Not in all the markets, but because these two Bigg Boss shows give a certain set of audiences. But we have overexposed ourselves in these in the recent past, especially in the last five to eight years. So we'll see when we go closer to that period. I'm not averse to looking at these properties. However, it will all depend on what is the situation then. There are a lot of other external factors which are going to guide our business in the coming months.

Because of the war, there could be inflationary pressure which might come on us. The oil prices are already hitting $100 a barrel. So, if there's inflationary pressure, I wouldn't say that we can buy very expensive properties in the coming months. Only continuity will serve us well. However, if things are okay for us and there are no such pressures, we could look at such properties.

So, sports give you a different set of audiences. We have seen some success with that. So, we would like to experiment and go to them once again. That's why after the World Cup, we've been on IPL. Again, I would like to experiment with more such marquee events.

The Lok Sabha elections are around the corner now and IPL is already going on. What is your marketing strategy?

We are analysing elections and news genres. Between the last election and this one, there has been a slight difference in the way the audience consumes the media. Tele-share was about 11% in the last election, which is at about 6% right now. It is moving up slowly, and I hope that by the time we reach the election, we'll probably have a greater number of people moving to TV news.

Another shift is that almost 30% of audiences that consume news today are in the digital ecosystem and are consuming both. So, we would like to experiment with this ecosystem as well. 

We would invest in elections on the poll day and counting days, which give much higher viewership. As a company, we’ll chase the viewers rather than be stuck on a certain genre or platform or property.

Philips has announced its partnership with two Indian Premier League (IPL) teams, Sunrisers Hyderabad (SRH) and Kolkata Knight Riders (KKR), as their official grooming partner for the IPL 2024 season. 

"As cricket aficionados enjoy the thrilling matches of IPL 2024, Philips India elevates the grooming routines of players and fans alike, urging them to present their best selves on and off the field. This partnership underscores Philips' dedication to cricketers and individuals, enabling them to achieve a professional trim with our innovative grooming solutions. In this collaboration, players from Sunrisers Hyderabad proudly display the Philips India logo on their headgear, amplifying brand visibility both on-ground and across digital and social media platforms throughout the tournament," said the company.

Additionally, Philips India plans to curate personalised experiences in various cities, featuring contests and events where fans can win exclusive signed merchandise from the favourite players. Through these initiatives, Philips India seeks to forge authentic connections between fans and their cherished teams, while reinforcing the brand's superiority exemplified by the Philips Multigroomer. 

Deepali Agarwal, Business Head- Personal Health at Philips Indian Subcontinent, commented, "We are delighted to join forces with Sunrisers Hyderabad and Kolkata Knight Riders as their official grooming partner for the IPL 2024 season. Cricket and grooming share a common thread of precision, skill, and confidence, and we are excited to champion this synergy with our advanced grooming products. Through this association, we aim to inspire men across India to groom like professionals and unleash their full potential, mirroring the ethos of our brand." 

The owners of Sunrisers Hyderabad and Kolkata Knight Riders shared their thoughts: 

K Shanmugam, CEO, of Sunrisers Hyderabad stated, "We are thrilled to welcome Philips India on board as our official grooming sponsor for the upcoming T-20 season. As we deliver exceptional performances on the field, it is equally important for our players to maintain their grooming standards. With Philips' expertise in grooming solutions, we are confident that our players will look their best and feel confident, contributing to their overall performance." 

Binda Dey, CMO of Kolkata Knight Riders, added, "The association with Philips India comes at an opportune moment for Kolkata Knight Riders as we embark on another exciting journey this season of T20. Grooming plays a crucial role in the lives of our players, and partnering with Philips allows us to provide them with the best grooming tools and products. Together, we aim to set new benchmarks of excellence on and off the field." 

As the IPL fever grips the nation, Philips India looks forward to a successful partnership with Sunrisers Hyderabad and Kolkata Knight Riders, fostering a culture of grooming excellence and performance-driven success.

Hygienic Research Institute Pvt. Ltd.’s Streax Professional has launched a new digital ad for their core hair colour line - Argan Secrets Hair Colour. Starring the brand’s ambassador- Vaani Kapoor and technical ambassador, salon expert - Vipul Chudasama, the digital ad aims to lead consumers to discover the secret to attain Mirror Shine nourished hair by getting their hair coloured with Argan Secrets Hair Colour.

Streax Professional’s Argan Secrets Hair Colour’s new digital ad helps consumers experience the difference in every hair strand with its Mirror Shine that transforms the hair into a radiant masterpiece.

The storyline is set in a salon setup where Vaani is seen sitting on a salon chair says that she places her trust only in professionals for bringing shine to her hair; cut to salon expert Vipul Chudasama vouching for Streax Professional’s Argan Secrets Hair Colour to bring her hair the desired shine. Further, he advocates that Argan Secrets Hair Colour enriched with Argan and Walnut Oils gives long lasting hair colour along with Mirror Shine. Vaani then urges viewers to achieve this Mirror Shine and long-lasting colour at the nearest hair salon. With this digital ad, the brand aims to target urban women seeking professional –grade hair colour solutions.

Sharing his insights on this digital ad, Dheeraj Arora, Managing Director & CEO, HRIPL stated, "At Streax Professional, we aim to enhance both salonists' skills and consumer experiences by combining beauty and style with scientific expertise. Streax Professional Argan Secrets Hair Colour Hair Colour, offers over 30 shades infused with Argan and Walnut Oil, providing mirror-like shine and setting new trends.”

Speaking about the digital ad and Argan Secrets Hair Colour, Rochelle Chhabra, Spokesperson, Streax Professional, said, “We are thrilled to introduce the new ad campaign for Streax Professional's Argan Secrets Hair Colour that imparts Mirror Shine. With popular actress Vaani Kapoor and salon expert Vipul Chudasama as the faces of our brand, we're confident that this communication will change what consumers and hair stylists expect from a salon hair colouring experience. We understand the heartbeat of the salon industry, where every stylist strives for perfection and every client seeks a transformation. Streax Professional stands as a stalwart, revered for its unwavering commitment to quality and innovation.”

Sharing her experience of being a part of the digital ad, Bollywood Star Vaani Kapoor and Brand Ambassador for Streax Professional said, "I'm happy to be associated with the new ad campaign of Streax Professional-Argan Secrets Hair Colour. In salons, where magic happens every day, Argan Secrets Hair Colour can be a trusted partner for salon experts to unleash their creativity and transform their clients' hair.”

Speaking about Streax Professional Argan Secrets Hair Colour, Vipul Chudasama, Technical Ambassador, Streax Professional said, “Streax Professional's Argan Secrets Hair Colour hair color is a game-changer for salonists. The mirror shine it gives is truly remarkable, transforming hair into a work of art. Collaborating with Vaani Kapoor on the new ad has been an exciting journey. Salonists understand the importance of delivering exceptional results, and with Argan Secrets Hair Colour Hair Colour, we can ensure every client leaves the salon with hair gives mirror shine, reflecting their beauty and our expertise.”

Mahendra Singh Dhoni has announced his association with Explosive Whey, developed by Indian Cricketer Kedar Jadhav (Founder), Mandar Bhandari (Founder and CEO), and Rishikesh Hande (Founder).

Expressing his thoughts MS Dhoni said, “As an athlete focused on peak performance and fitness, I'm excited to join the Explosive Whey family. I chose to partner with Explosive Whey because of their dedication and commitment to provide athletes with quality supplements. Our shared vision for nutrition makes this partnership a natural fit, inspiring athletes to reach their full potential.”

Mandar Bhandari (Founder and CEO) mentioned, “The idea for Explosive Whey came about because there weren't many top-notch supplements available for athletes in India. Being an athlete myself, I knew firsthand the challenges Indian athletes face when they lack proper nutrition, affecting their performance and recovery. That's why we started Explosive Whey: to provide a game-changing supplement designed especially for  athletes. And now with Dhoni sir  joining us we are thrilled to have him onboard as a proud owner and brand ambassador”

Speaking about the brand Vikas Hasija, who manages associations and equities for MSD, remarked: "Explosive Whey is a product which MSD sir uses himself, so it was an organic and strategic decision to invest in it. Certified with Informed Sports Standards, Explosive Whey’s goal is to ensure athletes have access to superior resources of protein, hydration etc to help them achieve their best.” 

“For over a year and a half, I've incorporated Explosive Whey into both my own regimen and those of my clients. The results have been fantastic – consistent absence of bloating alongside noticeable gains in muscle mass.  And with Informed Sports Certification, athletes can be confident in the integrity and quality of this product. It's simple: Every scoop counts, every rep matters. Choose Explosive Whey for your unstoppable progress” Adds Shankar Basu Former Strength and Conditioning Coach, Indian National Cricket Team.

Phone brand itel has extended its collaboration with Indian superstar Hrithik Roshan as its Brand Ambassador for the second year in a row.

"This enduring partnership underlines Hrithik's unwavering trust in itel and his seamless resonance with the brand's ethos and future endeavors. The association with Hrithik Roshan epitomizes itel's commitment to daring innovation, particularly catering to the vibrant young demographic. With the launch of dynamic, stylish, and powerful smartphones, itel aims to embody the spirit of #DareToDoit, resonating strongly with the aspirations of today's youth by being a Darer than just a Doer!" said the brand.

Speaking on his association with itel Mobile India, Hrithik Roshan said, “I'm thrilled to continue my journey with itel Mobile India as their Brand Ambassador. It's been an incredible partnership so far, and I'm excited about the opportunities that lie ahead."

Commenting on the enduring collaboration, Arijeet Talapatra, CEO of itel India, said "We are thrilled to continue our journey with Hrithik Roshan as the brand ambassador for itel. His charismatic appeal and mass influence would enable itel to reach new heights, fulfilling the aspirations of New India and solidifying our position as a leader in the sub-10K smartphone market. itel Mobile India remains steadfast in its commitment to innovation, empowerment, and connectivity, as it continues to redefine the mobile landscape in India with Hrithik Roshan as its trusted Brand Ambassador.”