Kahan manayenge aap apni agli Diwali? Watch our latest film for UltraTech Cement to find out.
Best wishes for the season from all of us at Infectious.
#AgliDiwaliApneGhar #HappyDiwali #UltraTechCement
A platform for India 's No.1 cement brand that aims to shift low engagement conversation around cement to high-engagement conversation around home-building
Holiday Inn Express is the largest brand of the Intercontinental Hotel Group. With a portfolio of 2500 hotels globally, the brand was set to launch 14 hotels across 10 key Indian cities. The task at hand was to build brand awareness and consideration. Being a budget hotel chain, the brand is targeted to 'Smart Business Traveller' mostly junior to mid level executives and owners of Small Business Enterprises. The brand wanted to promote the philosophy of giving more where it mattered most.
Integrating comedy as a lever in line with the fun & witty personality of the brand across channels, we created minute long content videos with famous stand up comic Atul Khatri. His witty take on topics like "Rocking a Presentation", "Dealing with setbacks" and "Time Management" struck a chord with smart business travellers across the nation.
The campaign is a celebration of our current lives, where we mindlessly munch on sweet, spicy, crunchy and masaaledar snacks in our different moods. The film ultimately emulates that when something tastes so good, there’s no escape.
Inorbit has their presence spans across five cities, Mumbai, Navi Mumbai, Gujarat, Bengaluru, and Hyderabad. Starting out, we decided to adopt a micro-marketing strategy. To differentiate ourselves, we defined each mall and came up with an individual positioning based on their location and TG. This approach not only helped Inorbit as a brand but also the consumers and acted as an enabler for them to relate better. We are currently in the process of defining an overall brand strategy for Inorbit.
Our campaign #ChanceNaLoUltraTechLo urges people to not compromise where it matters most when building a home – the cement they choose. Of all their decisions, this is one which cannot be reversed at a later date and one they will have to live with. Using cheap materials in construction to cut costs could compromise on quality and ultimately the strength & stability of the structure.
For the launch of 20 Holiday Inn Express hotels in India, the #MoreThanReady campaign offered business travelers just what they were looking for. The offline campaign reflected the brand USPs that provide a refreshing, world-start. The digital leg of the campaign included a microsite that got people ready for success. The microsite hosted tips and hacks for life, including a series of 3 videos with Atul Khatri.
The house is a very important part of Diwali celebrations and people do up their homes during Diwali to make it special and inviting. For UltraTech's Diwali film, we celebrated the festival of lights with the labourers who are responsible for building all our homes and are often away from their homes, toiling away on construction sites, far away from their loved ones.
Chak Chak Chabao is a celebration of our current lives, where we mindlessly munch on sweet, spicy, crunchy and masaaledar snacks in our different moods. The film brings together the essence of the different flavours across age, gender and time, turning the act of munching into a grand celebration across the nation.
This sequel of Chak Chak Chabao used Varun Dhawan to add to the madness. It establishes how biscuits need no occasion and one can eat it almost anywhere.
In an extremely cluttered OTT space, Eros Now wanted to stand out as a player which had the best collection of Bollywood films. For the same we created a series of films which used footage from existing Bollywood films and strung it together in an entertaining manner.
Driven by the change in title sponsor, Mumbai Marathon, wanted to revamp its identity. The brief was to capture the spirit of the people of Mumbai and also integrate the humane philosophy of the new title sponsor – TATA.
The inspiration for the TATA Mumbai Marathon logo is the shape of Mumbai city itself. The map of Mumbai, the city of dreams, looks uncannily like a running man. From the negative space around the ‘seven islands of Mumbai’ emerges the shape of a runner, energetically moving forward like the bustling city itself. The logo’s vibrant colours represent a celebration of the diversity – the true spirit of a cosmopolitan Mumbai.
India's latest Hindi GEC, believes in providing entertainment that inspires. It aims to capture the aspiring stories of the new age India where the underdog is the winner. The channel is for all those who believe it's possible.
For years, Cement, as a category, has been synonymous with conversation around product – the pros and cons, the R&D edge, availability etc. This approach has also trickled down to campaigns, conversations – both online and offline.
But we realized that one critical aspect was missing: home builders.
We decided that the need of the hour was to shift the conversation from the product to the home-builder. We also noticed that a home-builder didn’t have a one-stop platform for queries pertaining to home-building.
To address these issues, we started the #BaatGharKi campaign. The campaign is designed to help home-builders across India wherein UltraTech would act as an expert as well as a friend, right from planning stage to finishing.
Over time, we have also expanded our conversation to include engineers, masons, and architects, as each of them are crucial cogs in the home-builder’s journey to build his own house.
Sterlite Power India’s leading power transmission company, needed a new identity after the demerger of the Power business from Sterlite Technologies. We needed to maintain synergy with the parent brand Sterlite but also needed to bring in some newness which would establish their core purpose: ‘Constantly striving to empower humanity by addressing the toughest challenges of energy delivery’.
Sin Denims is an Indian fashion brand, targeted to the belly of the middle class Indian youth. Most brands targeting the youth mirror their lives and are a mere reflection of what they are all about. We wanted to do a campaign which not only highlights the USP of the product, but also be inspiring for them to follow.
In an extremely cluttered and high decibel category, Kickapoo needed a campaign that would connect with the Bangladeshi youth, and to be seen as a global drink.
An app with a ‘Sunshine take on news needed a logo that would turn heads and connote our philosophy, be it on an envelope or on the screen of a phone.
The Voice is an Indian singing reality talent show. The show is part of The Voice franchise and is structured in three phases: blind auditions, battle rounds, and live performance shows.
Most life insurance brands talk about how they are better, and thereby talk to people who have decided to buy a life insurance policy. We focused on a bigger audience – the fence sitters. People who were convinced about insurance but in no hurry to buy it. We had to jolt them out of their complacency and get them to act.
Most people believe that bad things only happen to other people. However, to avoid bad things from happening, Indians take great amount of ‘karmic’ precautions to thwart the evil eye and appease the many gods. We addressed this paradox via satire, getting the well-known standup comedian, Atul Khatri to mock the people’s attitude of #NothingWillHappen.
In the second phase, we repositioned DNA by challenging the so-called ‘leading newspapers’. We appealed to people’s sensibilities and questioned their appetite for junk news. DNA was also revamping their editorial content and was coming up with pages and sections that would give information on varied topics. And hence, our campaign urged people to read DNA as it will make them more interesting.
Tasty Treat wanted to re-invent the common bhujiya by launching a range of exclusive international flavours. In keeping with Tasty Treat's quirky and irreverent tonality, we created the Bhujiya Ghoom Aayi Duniya campaign that kept the unique flavours as the hero.
A show on Begusarai - A land beyond the law of the land. A larger than life canvas with powerful and quirky characters from the Thakur family, Begusarai bring out a whole lot of drama, refreshing dialect with a preview into the real and rustic India.
The show is a first of its kind where the common man will don the hat of the 'asker', as well as that of the contestant. While the 'askers' shall pose the questions, the contestants will be seen demonstrating their street-smartness to win big money.
Most newspapers survive by sensationalizing bad news and hence take the ‘good’ out of our mornings. For DNA we created a campaign which focused on the good inside all of us and urged us to be better human beings and spread some joy
A print ad that won the Best Direct Response Ad of the Year at INK Awards‘14
A joint venture between Aegon (global financial company) and Religare (Indian diversified financial services group) was demerging. But Aegon was looking to continue the life insurance business in India. A new identity was to be created for the same, following Aegon’s global guidelines but bringing in freshness and appeal for the new brand. The current Aegon logo was very solid and serious, so we added a suffix (using a typeface which exuded ease) which gave it a more human side.
HCL, the tech giant, was launching a customised tablet for children. Loaded with a vast library of learning and entertainment, all it needed was a logo and packaging. The inspiration behind our work was the belief that all children are champs, for they are the ones whose potential is truly limitless.
Cloudwalker’s Half Ticket is a smart-streaming device that lets you bring a world of entertainment to the big screen - your TV. Featuring Video On Demand and a massive library of shows and movies, they needed a packaging that was as edgy as the product itself.
In an increasingly fragmented world, a new English news channel was being launched with a differentiator. It gave a global perspective with a focus on India. Their name itself captures this philosophy - WION - World is One News. For the launch campaign, we wanted to illustrate that we cannot be isolated from the world around us, as what happens in the world eventually impacts us all.
Despite being India’s 14th Hindi GEC, &TV had the most successful opening week ever in Indian television history. &TV’s advertising stood out from the usual GEC space and became a benchmark in Indian GEC advertising.
A chain of orthodontists who specialize in braces needed a brand identity makeover for their clinic. We designed their logo and all in-clinic collaterals.