Santa goes white for Tata Housing's Amantra

MUMBAI: Red Santa Claus, who is known to be happy always, is sad this year and is going white for Tata Housing‘s Amantra as white represents a spirit of hope and happiness.

White Santa as a concept has been coined and developed by strategic brand activation agency Candid Marketing.

The White Santa activity for Tata Housing‘s property Amantra is currently being executed across malls in Thane, Ghatkpoar and Mulund. The activity will witness a White Santa who is calling out to the kids in Mumbai to send gifts to him, so that he can then change his attire to red for the festive season and distribute the gifts among the needy children. The gifts can be of any kind and size and with each donation; the White Santa will receive some part of the red colour back on his suit.

Candid Marketing managing partner Amrita Kumar said, "White Santa is a lot cooler, a lot more fun and he takes gifting very seriously. Especially for those who need it like the underprivileged children. White represents a spirit of hope and happiness for all and that‘s the spirit of our White Santa."

"This is the first time such a concept has been introduced and we all at Candid are very delighted about it. We are extremely thankful to Tata Housing‘s marketing team to have understood the spirit of this concept and given it life. The property will be owned by us and we wish to see the White Santa grow happier each year," he added.

Tata Housing head - marketing services Rajeeb Dash said, "This is a unique initiative by Tata Housing to cultivate the feeling of loving and sharing amongst our younger generation and help the needy children through the innovative concept.This innovative concept theme is "Kids 2 Kids" where the gifts that gets collected by Santa goes back to the underprivileged kids of our construction workers. Through white Santa which is Santa of hopes we would like to have new beginning for these kids. Through this activation we would like to engage our customers and prospects of our project Amantra so as to be part of the celebration. So this Christmas take some time-out with your children and spread the cheer of festivities and teach them about the joys of giving, along with the Santa of Hope."

In order to amplify the activation, digital platform has been used by means of creating a micro site and links on social networking site Facebook. Tata Housing‘s page on Facebook has a red highlighted ‘Play Now‘ button, on clicking the link users are directed to this micro site.

The micro site allows the users to drag and drop gifts in the empty sack of the White Santa and turn his attire to red informing the users about the idea of donating the gift for the needy children and mention the locations where the activity is taking place.

Latest Reads
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories