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Swiggy aces moment marketing during ICC Cricket World Cup 2023 semi-final teaming up with Havas Media India
Mumbai: Set against the thrilling backdrop of the crucial India vs New Zealand ICC Men’s Cricket World Cup 2023 semi-finals, Swiggy yet again leveraged a highpoint of the game with the most appropriate moment marketing strategy.
Capturing the essence of the nail-biting match, Swiggy teaming up with Havas Media India executed a TV-based moment marketing innovation, strategically timed during Virat Kohli’s pursuit of his 50th Century.
As Kohli achieved this historic milestone, Swiggy launched a moment of marketing communication on TV channels declaring, “History has been delivered, shall we deliver the sweets?” This contextual aston was strategically placed on prominent news channels in key regions like Hindi speaking markets, Maharashtra, Karnataka, Tamil Nadu, West Bengal, and more. Optimising news channels as the medium ensured the message reached audiences at the precise moment when the breaking news was unfolding.
Swiggy general manager Jijo Thomas said, “Capturing & retaining the top-of-mind space amongst your target audience is an uphill task and an always-on-battle. As marketers we are always on the lookout to find innovative, clutter breaking yet cost-efficient solutions for the same.
Leveraging the highly anticipated, arguably one of the biggest moments in cricketing history; Virat Kohli’s 50th international century via moment marketing amongst many others was one such sweet spot we identified & amplified. There are times when everything falls into place, being able to time to perfection & etch your brand with an iconic global sporting & highest streamed event ever, was one such remarkable landmark in Swiggy’s brand building journey.
Special thanks to Havas Media in helping us push boundaries and redefine marketing rules, one campaign at a time this CWC.”
Talking about the innovation, Havas Media India South president Saurabh Jain stated, “As Swiggy’s extensive World Cup campaign enters its final leg, these moment marketing innovations have yielded meaningful results for the brand. Aligning lightning-fast deliveries with cricket fervor has been groundbreaking, and we look forward to continuing this success in the years to come.”
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
