Brands
VLCC disrupts festive skin care marketing with Animoji campaign
MUMBAI: With the beauty and skin care category hugely cluttered in the Indian sub-continent, VLCC, along with Grapes Digital has launched a campaign leveraging a brand new feature on the latest Apple phones – the Animoji.
The festive season is a particularly busy time for marketers, when almost any conversation finds it difficult to drive recall. However hard they try, cutting ice with the consumer always becomes a challenge.
To address this challenge, the campaign has Shiny Aunty and Chaddaji, two very quirky characters, created by Grapes Digital, the creative agency for VLCC.
By narrating stories and creating product usage contexts, these characters not only win the heart of the consumer, but also managed to create an industry first innovation.
Speaking on the innovation, Grapes Digital COO Shradha Agarwal says, “Our agency solutions have always been founded on the pillars of creativity, innovation and technology. The Animoji innovation has managed to disrupt the category and stand-out strongly in the cluttered Diwali space making us the first brand to use it. Going forward, we will continue working towards creating more such innovations and conversations for the brand.”
VLCC Personal Care digital head Ajeet Bawa adds, “Grapes has always led the game in terms of using innovative approaches to digital advertising. The current Animoji campaign only reinstates the trust that we have in them. We look forward to continued creativity and innovation from their stable for our brands.”
Grapes Digital is a full-fledged digital marketing agency, founded by Himanshu Arya in 2009. Started as a technology driven agency it has moved towards being a digital first agency, aiming at helping brands embrace creative, technological and digital media evolution and revolutionising all aspects of their business as per the need of the digital age.
It offers varied digital service like digital strategy & planning, digital content, creative – user experience, design & content, website/app design & development, social media marketing, search engine optimisation, experiential technology marketing, digital media – planning & buying, performance media – planning & buying and influencer marketing.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
