This week's top branded content: from anthems to challenges

New Delhi: In the multiverse of branded content, creativity takes a kick as it surges from varying narratives that match the brand ethos to settling on a fun format that makes the brand stand out. 

This week, BuzzInContent.com has included work done by Red Bull, Bombay Shaving Company, Stayfree, OnePlus, Urban Company, Nivea and Def Jam Recordings. 

1. Red Bull launches dance anthem, ‘Shining Star’ with King

Red Bull Dance Your Style is an international dance competition that challenges dancers from around the globe to showcase their skills in improvised 1-on-1 battles. The Red Bull Dance Your Style World Finals will take place on November 9, 2024, at the NSCI Dome in Mumbai. 

The night began with a showdown between the National Final 2024 winner T and National Final 2023 winner Nepo. Saumya Kamble, aka Marathi Mulgi, gave her Dhol Tasha entry. She then went head-to-head with Faria Abdullah in a duel. 

Ruhee Dosani and Neel Salekar graced the event. Campus Beats stars Shantanu Maheshwari and Shruti Sinha also took the stage. 

The night was graced by numerous celebrities including King, Karan Kanchan, Former Indian Footballer Robin Singh, Shantanu Maheshwari, Shantanu Hazarika, Melvin Louis, Actress Faria Abdullah, Singer and rapper Yashraj among others.

Superdry and Red Bull Dance Your Style teamed up to unveil an exclusive blend of fashion and dance in Mumbai. This collaboration presents a collection crafted for dancers. 

2. Bombay Shaving Company taps into Gen Z following with rap video

Bombay Shaving Company has upgraded its trimmer range with an innovation providing power packed solutions - to enable men to express themselves  limitlessly. 

The brand released a rap video regarding the same with musician Dishant Kamble who raps the features of the company’s trimmer range including its 90 min power, smooth shaving and versatility. 

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A post shared by Dizlaw - Dishant Kamble (@thedizlaw)

3. Stayfree promotes period conversations with sons

This Daughter’s Day, Stayfree launched its latest digital film which highlights the importance of healthy period conversations within families that help the girl to become comfortable about her periods. 

Four years ago, Stayfree launched its ‘It’s Just a Period’ campaign to champion healthy period conversations amongst people who matter most to a young girl- “her family.”

Stayfree first encouraged fathers to be a part of period conversation with their daughter, which then extended to ‘Talk to your Sons’ film encouraging parents to tell their sons “it's just a period.”

This year, Stayfree with its latest film takes another step in this direction with a call to action #BetaStayfreeLeAana. 

Conceptualised by DDB Mudra, the new digital film captures everyday moments in families, conversations between parents and their sons. From a mother encouraging her young son to not feel awkward about buying sanitary napkins on a grocery run, to another mother explaining period as a regular and healthy phenomenon for every woman, to a father explaining to his son the need to care for women during their periods, the film highlights various situations in the household that makes boys feel comfortable with the topic of periods. 

4. This Diwali, OnePlus fosters love for pets and overlooked animals

This Diwali, OnePlus launched its new Diwali film, titled, “Make It Special for Everyone.”

The theme of this year’s OnePlus film, #MakeItSpecial revolves around extending small acts of kindness and their power to make a difference. The brand film highlights how Diwali is about acknowledging every bond that forms a community, over and above our families and loved ones, including pets and often overlooked homeless animals.

Conceptualised in-house by the OnePlus marketing team and directed by Kameron, the upcoming festive marketing film from OnePlus promises to bring warmth and joy to audiences with two heartwarming films. These films revolve around how one can effortlessly extend their Diwali celebrations to their furry friends by including their pets as well as the community animals through simple gestures of compassion and inclusivity.

The main film captures the festive spirit of Diwali through the touching story of a family and their pet dog, who quietly brings a truly wholesome vibe to the festivities in the house. The film beautifully reflects the unconditional emotions that pets can display not just towards their family, but also towards their fellow furry friends, including dogs in need of shelter too. Inspired by how pure their pet’s motives are, the family decides to include these homeless animals in their festive celebrations too, thereby demonstrating how simple acts of giving can make a meaningful Diwali for all. 

The ad film integrates OnePlus ecosystem of products such as the premium OnePlus 12, and the OnePlus Pad. 

Additionally, the second ad film, scheduled to release soon, adds a touch of humour to the festive season. It features a young couple who both unexpectedly gift each other the OnePlus Nord 4. The light-hearted twist comes courtesy of their cat, whose presence adds incredible joy to the couple’s lives, while the cat playfully and unabashedly eyes for the Nord 4 too.

5. Urban Company’s Style My Space gets celebrities to give home makeovers

Urban Company in collaboration with YouTube, Next Narrative and Monk Entertainment announced the launch of its exclusive YouTube series, Style My Space. 

This YouTube series will feature celebrity friends, including Tanmay Bhat, Aishwarya Mohanraj, Bollywood icons Farah Khan and Maheep Kapoor, and reality TV participants Jasmin Bhasin and Tejasswi Prakash. 

The celebrity friends will collaborate with Urban Company’s design experts to surprise their close friends with stunning home makeovers using the brand’s Wall Panels.

This series celebrates the bond between friends while inspiring viewers with creative ideas for simple home upgrades that can enhance a room's aesthetic. 

Celebrities take on the challenge of transforming their friends’ spaces in less than a day. The moment of the big reveal captures the joy and surprise of a personalised makeover. 

6. Nivea invites to perform Taapsee Pannu’s hookstep from Nivea Soft Anthem

Nivea has announced the launch  of the fourth edition of Nivea Soft Fresh Batch.. 

This year, participants are invited to showcase their creativity by performing their unique take on the hook step from the  newly launched Nivea Soft anthem featuring Taapsee Pannu. 

To launch the initiative, Nivea India has partnered with digital  influencers who are popular for their impact on India's online landscape, to Join India’s Freshest Squad! Participants are encouraged to showcase their  talents and submit their entries on the Nivea Soft anthem using #NiveaSoftFreshBatch2024 on Moj  and Instagram. 

The 10 winners would be receiving rewards, including an all expenses-paid international trip for select winners, a brand-new phone, an opportunity to feature in Nivea’s digital advertisements and the chance to pursue a vocational course of their choice.  Additionally, winners will enjoy a year-long subscription to Nivea’s complete product range. 

7. Def Jam Recordings India and Red Bull launch new season of Red Bull 64 Bars

Def Jam Recordings India, in partnership with Universal Music Group for Brands (UMGB), announced a collaboration with Red Bull to launch the new season of Red Bull 64 Bars. 

This collaboration aims to shine a spotlight on India’s hip-hop talent, delivering eight tracks. 

Originally conceptualised by Red Bull, Red Bull 64 Bars eliminates commercial elements like hooks and refrains. 

For 64 bars, that means there’s room enough for approximately two minutes of words. Usually, a bar is one aspect of rap vocals, which often form the verse of a song and then there’s the chorus or the hook.

Season 1 of Red Bull 64 Bars features a series of 10 rappers from around the country who worked with Mumbai’s beatsmith Karan Kanchan to create a new track that’s all bars.

The artists included Bengaluru-based rappers such as Hanumankind and RANJ, plus Mumbai’s cream of the crop, including Dee MC, Shah Rule, MC Altaf, Tienas and Trichia Grace-Ann Rebello, also Delhi NCR bred rappers Agsy and Rawal, and Mohali-based Sikander Kahlon.

The new season will feature three of India’s producers—Karan Kanchan, Sez On The Beat, and Parimal Shais.