MAM
Report on Hindi News Viewership

PhonePe launches hyper-local campaign in South India

The omnichannel campaign is conceptualised by 82.5 Communications.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/01/13/img_13012022_150818_800_x_800_pixel.jpg?itok=U9Y7Ahlk

Mumbai: While there is a PhonePe Insurance campaign for Hindi-speaking markets, talking to South India meant starting with a fresh slate for the online insurance brand. After a multi-agency pitch, 82.5 Communications won the creative mandate to extend PhonePe’s ‘Tension Chhodo, Insurance Lo’ campaign to the five states of South India. 

82.5 Communications brought together its knowledge and insights of South India towards one objective - build consideration for PhonePe insurance, while communicating about the various features that ladder up to ‘No Tension Insurance.’

Commenting on the association, PhonePe director - brand marketing Ramesh Srinivasan said, “When our brand is a household name, the stories we take to our audience’s homes should also be relevant and relatable to every household. One of the key pillars of our communications strategy has been to position PhonePe not just as a national brand but a regional one as well, for each and every consumer of ours. The insurance campaign for PhonePe created by 82.5 Communications for South India markets aims to do just that – a full 360 campaign not just adapted from the mainline but custom-designed for the sensibilities and nuances of each of the 5 states in the south.”  

“The PhonePe insurance campaign was an opportunity for us to flex our hyperlocal creative muscle—a muscle we have consciously built, across Marathi, Bengali and Southern Indian languages, for example," stated 82.5 Communications-India chairman and CCO Sumanto Chattopadhyay. "Advertising often treats South India as a homogenous whole, but in this campaign, we got the opportunity to create afresh for five Southern states—so what the consumer sees is the same concept that is yet not the same, both in terms of language and cultural nuancing.” 

“We at 82.5 Communications take pride in being a language first agency and that is what we have brought alive in this campaign," said 82.5 Communications-South SVP and branch head Naveen Raman. "This South-focused campaign is thought through in the respective regional languages dialing up local insights and nuances. Each market will get to see a series of multiple films well supported by print, radio and digital.” 

The chosen creative idea features two brothers who discover the various features of PhonePe Insurance through the multi-film campaign. Four films are already live, with more to come.  

82.5 Communications–South group creative directors Sangeetha Sampath and Ravikumar Cherussola elaborated on the creative process and said, “Gone are the days of dubbing an obviously non-South ad in the four languages of South India. Furthermore, while certain insights could remain common across the Southern states, there is a vast difference in culture, language, traditions, and nuances. And we wanted to capture that perfectly, and respectfully. Every ad of the Two Brothers campaign has been shot separately for the 5 states, featuring native actors of Kerala, Tamil Nadu, Karnataka, Andhra Pradesh & Telangana. This hyper-local thinking and execution extends to print and digital too.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/myglam.jpg?itok=OGpjoyxi
MyGlamm steps aboard as make-up partner of ‘Bigg Boss season 16’

MyGlamm announced that it is joining hands with Bigg Boss as its official make-up partner. The reality show is set to return for a thrilling season 16 on Colors with the theme "Game badlega, kyunki Bigg Boss ab khud khelega."

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/melorra_1.jpg?itok=8GFJUlTV
Melorra launches its festive campaign '#HarGharMelorra'

Mumbai: Melorra has launched its new ad campaign "#HarGharMelorra" to mark the beginning of festivities this season. It has already established itself as one of India’s finest every-day jewellery brands with a presence in over 26,000+ pin codes across India, the U.A.E., the U.S.A., the U.K., and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/virat_0.jpg?itok=T2vUnbus
Avas Living onboards Virat Kohli as a brand ambassador

Mumbai: Avas Living has roped in the former captain of the Indian cricket team, Virat Kohli, as their brand ambassador and has also added him to their client roster. The brand has rolled out a digital campaign on Instagram featuring the Indian cricketer. Virat chose Avas Living as his preferred...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/pulse.jpg?itok=uBdi94Ze
DS Group launches ‘Pulse Ka Pandal’ campaign on Dussehra

Mumbai: DS Group’s popular candy brand Pass Pass Pulse has launched an exciting campaign "Pulse Ka Pandal" to bring festivities from across the country on the digital platform this Navratri. The festive revellers can enjoy the Ram Leela in the North, the famous Dandiya in the West, and Durga Pujo...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/anushka_iyer.jpg?itok=A1wdvOlO
Weekend Unwind with: Wiggles founder & CEO Anushka Iyer

Mumbai: In this week’s edition of informal Q&As with industry executives through our Weekend Unwind series, we have Wiggles founder and CEO Anushka Iyer opening her heart and mind to us by sharing her nuggets on life and mantras to deal with the curveballs that life throws.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/aditi-school-girl.jpg?itok=sAh-2Y29
Industry asks: Is #StopTheBeautyTest a sign of regression and hypocrisy?

As the writer of this story, I don’t know if the recent “#StopTheBeautyTest” campaign by Dove is just blown out of proportion or it isn't. Dove, HUL’s soap brand, has been in India since the 1990s and one of HUL’s other products, Glow & Lovely (previously Fair & Glow) – a skin-lightening...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/7.jpg?itok=5JUPQmHu
ixigo rolls out new campaign with Jackie Shroff & Suniel Shetty

ixigo has roped in Bollywood celebrities Jackie Shroff and Suniel Shetty as the new faces of the brand for their campaign "#NikalLo." The campaign has been designed to create buzz and increase brand awareness ahead of the festive season and will be launched across television and digital platforms.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/asci-1.jpg?itok=R-0fmTdy
Asci names N. S. Rajan as new chairman

August One Partners director N. S. Rajan was unanimously elected as chairman of the board of governors of the Advertising Standards Council of India (Asci) on Thursday. The decision was taken at the board meeting following the 36th annual general meeting of the industry’s self-regulator.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/renault.jpg?itok=wrASmua6
Renault, Lemma & Yahoo launch a programmatic DOOH campaign

Lemma, a leading programmatic digital out of home platform, recently enabled the Renault Kiger campaign at airports with Yahoo as the demand side platform.

MAM Media and Advertising Ad Campaigns