Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Colgate-Palmolive (India) Limited has increased the spending on advertisement by 9.79% in the first quarter of the current fiscal year as compared to Q1 FY 2024.

The company informed the stock exchanges that its ad spending surged to Rs 199.07 crore in Q1 FY25 from Rs 181.31 crore in Q1 FY24.

In the previous quarter (January to March) of FY24, Colgate's ad spending was Rs 168.87 crore.

The company reported a 33% rise in net profit to Rs 364 crore in Q1 FY25 against Rs 273.7 crore in the same period last year as demand picked up in the rural market.

<a href="https://www.storyboard18.com/brand-marketing/colgate-palmolive-india-introduces-12-weeks-of-supportive-caregiver-leave-for-new-parents-32201.htm">Colgate-Palmolive India introduces 12 weeks of supportive caregiver leave for new parents</a>


The toothpaste maker recorded a 13% YoY growth for the first quarter of the current fiscal year. The net sales increased to Rs 1,485.8 crore from Rs 1,314.7 crore.

Last week, Colgate released an ESG report mentioning that its toothpaste portfolio (by volume) has transitioned to recyclable tubes and is on track to exit FY2025 with 100% recyclability.

<a href="https://www.storyboard18.com/brand-marketing/colgate-eyes-100-recyclability-of-toothpaste-portfolio-by-fy2025-37946.htm">Colgate eyes 100% recyclability of toothpaste portfolio by FY2025</a>

Colgate-Palmolive said it will successfully achieve 100% reusable, recyclable, or compostable plastic
packaging by 2025.

"Our toothpaste portfolio witnessed double-digit growth driven by high-single-digit volume growth. Our continued investments in perceivable superiority in the product, brand building, and innovation are yielding significant results while strengthening our brand metrics to highest ever levels," Prabha Narasimhan, Managing Director & CEO of Colgate-Palmolive (India) Limited said.

Colgate-Palmolive ad spendings up by 9.79% in Q1 FY25, net profit rises by 33% to Rs 364 crore

Roger Federer has just announced his retirement from tennis after the Laver Cup next week. After an incredibly successful career that spanned over two decades, he is today, the embodiment of determination and perseverance. Federer has always been a top pick for brands for endorsements. He has endorsed some of the most renowned brands. The list includes, Nike, Rolex, Mercedes-Benz to name a few. 

Let's take a look at some of the most loved advertisements that featured Roger Federer as himself. 


<strong>Lindt Lindor and Roger Federer - Airport commercial</strong> 

<iframe width="560" height="315" src="https://www.youtube.com/embed/HVDmXtIDJW8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Drool worthy body, absolutely enticing features, buttery smooth movements, love at first sight. Yes, you guessed it right, I’m talking about Lindt chocolates. Confused, aren’t you?  The ad featuring a couple of unapologetic air hostesses and Roger Federer, personifies Lindt’s Lindor chocolate  to be irresistible. A comparison is made between Federer and the Lindor chocolate that leaves us almost jumping out of our seats to go buy the latter. A very quirky and well put together advertisement for its time that cleverly covers up Federer’s lack of acting skills with his abundance of superior physical qualities. 

Easter egg - Nike had a clever product placement in this Lindt ad. 


<strong>Sunrise Freedom - TV Spot</strong> 

<iframe width="560" height="315" src="https://www.youtube.com/embed/-JhskOJ6LCY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

I guess James Bond had an errand to run the day they filmed this ad. That’s why the next most logical choice is Roger Federer of course. Jumping from one building to another, hanging from helicopters is definitely something we associate with Federer. If he can win something as life threatening as a grand slam, he can jump off a couple of buildings, no problem. The ad does ‘speak for itself’  and ‘makes total sense.’  There really is a lot of scope for a potential action packed acting career here. I guess the sun didn’t rise in Federer’s favour or maybe he just had a few more Grand Slams he wanted to win. 


<strong>Roger Federer - Mercedes-Benz SL commercial</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/t6JlFV-Bva8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

‘The man, the myth, the hair’, extensively documented in this Mercedes-Benz commercial. Key moments from Roger Federer’s career are highlighted in this ad. Everything from his rookie season to his bad boy phase to being the fashion icon of the year. Radical choices and changes came aplenty throughout his career, albeit, one thing remained constant. A companion that evolved and matured along with him. A loyal friend that stuck by his side trough thick and thin, ups and downs, long hair and short. The Mercedes-Benz SL never gave up on him. Camaraderie like this is truly hard to find. A fun and well thought out advertisement. We all long for such companionship in our lives. Well, we can now have it for just a couple of crores. 


<strong>Nike ‘coach’ advertisement featuring Roger Federer and Rhys Darby</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/lant-ZDYjtg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Nike and Federer have always had an unbreakable bond. It very well represented in this ad. There are no Nike products being advertised here. For that matter, Federer isn’t even wearing official Nike clothing like he normally would. The product being endorsed here is Roger Federer himself. The enemy, impersonating his coach is seen in all Nike attire attacking him in the privacy of his own home. 'The Fed’ fights back against all his attempts and emerges victorious. Thus, proving that there really is nothing that can stop the mighty Roger Federer. Great advertisement, brilliant way of endorsing a brand. Why aren’t all brands adopting this marketing method? Sell the endorser not the product. It worked out for Federer right? 


<strong>The Promise with Roger Federer and Zizou - Barilla</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/57RpNFLTAZU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Pulling pranks have always been a risky mode of advertising as they can easily not work in your favour or seem very scripted. Barilla’s advertisement featuring Roger Federer and young tennis sensation Zizou is one that fought the odds to become one of the most loveable ads featuring Federer, of all time. We see Federer promising to play a game with Zizou in an interview. He keeps his promise by surprising him in front of a crowd where everyone, from the chef of the restaurant to the children in the crowd were present to cheer Zizou on. It was really a special day for Zizou and the sentiment was well conveyed. The announcement of the winner was interrupted by the arrival of Barilla’s pasta. A great ad, that appealed to many. 


<strong>Thank you, Roger - Rolex</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/5O0JJpzmfCA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Greatness, beauty, discipline, perfection, grace and elegance. Words that can easily be associated with Roger Federer and his career up until now. Clever words chosen by the latest Rolex advertisement as a tribute to the man himself and the legacy he leaves behind. Rolex, a brand that is synonymous with all the above words, has been a constant supporter of Federer and has endorsed him for as long as we can remember. The ad showcases some important highlights of his successful career. Spanning from championship winning strokes to famous trick shots to clever judgement. A great summary of what an absolutely legendary tenure Federer has had. A fitting ad, dedicated to a legend who says goodbye to the sport that will never say goodbye to him. He leaves behind a legacy that many of the future generations will have much to learn from. 

Roger Federer - a legacy in ads

<strong>MAST
Senco Gold &amp; Diamonds - #WearYourPride
Agency: BANG ON Content
</strong>

The jewellery brand’s new campaign #WearYourPride is made in a way that encourages the LGBTQ+ community and also celebrates equal rights for all Mast &amp; Meh logogenders. The campaign shows the real life story of one of the brand's transwoman sales employees. With Rabindra Sangeet playing in the backdrop, the campaign has a clean script with zero drama. Unlike other campaigns that have represented the transgender community before, this ad does not show only the downsides of the struggle to find one’s identity. The campaign celebrates joy, love and freedom and shows how there is hope and opportunity, delivered in a non-preachy fashion. It gets a thumbs up for that.

<iframe title="Celebrating #PrideMonth 2022 with @Senco Gold &amp; Diamonds​" src="https://www.youtube.com/embed/bAepurAoRec" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
KFC - KFC Popcorn Nachos
Agency: Ogilvy
</strong>

The Kolonel… sorry, Colonel, has roped in filmmaker Karan Johar and actor Srinidhi Shetty to sell his latest chicken offering. Given the uniqueness of the product, the focus of the campaign is ‘Yeh snack nahi drama hai’. While the new popcorn range promises drama, unfortunately, there is no uniqueness or drama in the ad film. Quite a waste of two popular faces and the drama that they are capable of bringing to the coffee table.

<iframe title="Presenting the NEW KFC Popcorn Nachos!" src="https://www.youtube.com/embed/EgWbfGOsm78" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="Presenting the NEW KFC Popcorn Nachos!" src="https://www.youtube.com/embed/SpbvdVY-ivM" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
Livon - #ExpressWithPride
Agency: Ogilvy Content Force
</strong>

The most powerful changes happen when one truly accepts his/her authentic self and this is what the brand’s Pride Month campaign highlights. The Marico India owned hair serum brand features a host of young, opinionated and talented queer creators who have spoken their minds about a lot of pertinent issues, starting with what it’s like being non-binary in India to how their professional lives are impacted by their sexuality. The ad is authentic and breaks clutter amidst the Pride month promotions.

<iframe title="Presenting Uncut with Livon | Express with Pride" src="https://www.youtube.com/embed/26j4qgU6qek" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Digit Insurance - #DoTheDigitDigit
Agency: Stirred Creative Pvt Ltd.
</strong>

This new campaign is a classic example of how to not use a brand ambassador. The insurance company has hired one of the most sought after celebrity faces (Virat Kohli) and made an ad that could pass off as a travel/music or fashion apparel brand campaign. Kohli is seen shaking a leg to an anthem called “Digit Dance” talking about how over three crore Indians all across the country placed their trust in this brand to insure their health, car, bike and travel. This one didn’t come across as music to one’s ears.

<iframe title="Virat Kohli &amp; 3 Cr Indians are dancing to #DoTheDigitDigit | A Digit Insurance Musical" src="https://www.youtube.com/embed/WExGdAe5kFU" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
GoDaddy - Become Visible with GoDaddy
Agency: Tilt Brand Solutions
</strong>

The makers of this ad have made efforts to strike a different creative chord. Vocal for local is a narrative that many companies have adopted – both from a product and communications point of view. The internet domain registrar and web hosting company, GoDaddy, has made a point to address how unique local stores are getting lost in the cluttered online marketplaces. You see a carpet, a set of cups and saucers dancing around, a harmonium, and other products coming into life but their owners are invisible. The protagonist then emphasized on the fact that not having an online presence will make them invisible sooner or later. A harsh truth scripted well.

<iframe title="Become Visible with GoDaddy" src="https://www.youtube.com/embed/Z963CwBNhBs" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
RummyCircle - #RahoEkKadamAage
</strong>

This spot by RummyCircle has everything that should be bottled up and thrown into the ocean. A suited celebrity playing rummy. Trippy music. Dialogues that seem to be out of a TEDx speech. Graphics that look out of place. A cringe-worthy climax which made us question the existence of this brand. At a time when there is intense competition between online gaming brands, this commercial is nothing but a waste of a few crores out of the company’s marketing budget.

<iframe title="Raho Ek Kadam Aage - Win Mega Prizes I RummyCircle X Hrithik Roshan" src="https://www.youtube.com/embed/UXovOS9Xt_I" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
Gillette India - #EngineeringChange
Agency: Grey India
</strong>

Former President of South Africa Nelson Mandela had once said, “Education is the most powerful weapon which you can use to change the world.” This brand presents compelling and impactful storytelling around those famous words. The ad film showcases the journey of Prashant Gade, an engineer-turned-social entrepreneur and founder of NGO Inali Foundation, who questions the purpose of his education when he spots an amputee struggling to shave his face. As the film showcases his journey that is laced with self-introspection, one can see him take the bold step of leaving his safety net and creating something meaningful and useful for someone else. He succeeds in bringing a smile on the face of an amputee who can now feel the shaving stick in his hand. #EngineeringChange stays true to the brand’s purpose.

<iframe title="Engineering Change - Shaving Stereotypes | Gillette India" src="https://www.youtube.com/embed/xY7MqbzpH48" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Sanfe - #sanferazorlution
Agency - In-house
</strong>

A woman is seen prepping for her date by shaving her sideburns. As much as the message of the campaign is to normalise and bust myths surrounding ‘facial shaving’ for women between 18-35, it would have been more interesting if the campaign adopted a more truthful approach by also highlighting the side effects of shaving, and skipping lines like, ‘Wow! You are so soft.’ At a time when so many women are looking to feel comfortable in their own skin, with many brands claiming to help them along that journey, seeking validation in the eyes of others seems a tad passe.

<iframe title="Sanfe Face Razors Women | Safe No Pain Facial Hair Removal |Facial Shaving Myths |#sanferazorlution" src="https://www.youtube.com/embed/93Bd3D46gmc" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

&nbsp;

Mast & Meh: Gillette, GoDaddy, KFC, Livon, Digit Insurance, Rummy Circle - who came out on top?

ADS