OnePlus has unveiled a new TVC to launch their smart TVs – OnePlus TV Y1S and OnePlus TV Y1S Edge. The campaign features brand ambassadors, Shahid Kapoor and Mira Kapoor.
Addressing the campaign, Saurabh Kapoor, Head of Brand and Category Marketing, OnePlus India said: “We are delighted to bring the all-new campaign film in continuation with our partnership with Shahid and Mira for OnePlus Smart TV category. As a consumer-centric brand, we are constantly striving to deliver a seamless connected ecosystem experience, offering the best of smart TV technology to our users at more accessible price points. Shahid and Mira’s zeal in the campaign film perfectly matches our OnePlus community’s youthful spirit and passion for superior smart technology and we are confident that our community will enjoy this wholesome campaign film.”
Added Ishita Grover, Head of Marketing Communication and Government Relations, OnePlus India: “We are happy to be associated with Shahid Kapoor and Mira Kapoor yet again for our new OnePlus TV “Stay Connected. Stay Smarter” campaign film. With this campaign, our objective is to highlight the truly seamless, smarter connectivity experience that OnePlus TVs can provide with multiple devices at the same time. The newly launched OnePlus TV Y1S and Y1S Edge are an extension of our popular OnePlus TV Y Series which played a crucial role in driving our phenomenal success in the India smart TV segment. The new campaign film effectively highlights the effortless smart connectivity, power-packed Android 11.0, and other smart features that offer truly seamless smart home entertainment experiences to our users. We are positive that this collaboration will be well-received by our consumers in India and help us further deepen our bond with them.”
RR Kabel has launched its second TVC campaign featuring actor Akshay Kumar across TV channels
Commenting on the TVC, Kirti Kabra, Director, RR Kabel Limited said: “Our aim is to create awareness about the importance of choosing the right quality wires for your homes. With this campaign, we are trying to break the myth that fire is a lethal killer during an outbreak. Rather it is the toxic smoke emitted during the fire outbreak that leads to loss of life. At RR Kabel, we have always focused on safety with our products and we continue to do so by bringing innovation in our wires and cables’ technology.”
Dixcy Scott Innerwear for Men has launched new campaign ‘Body Language Jo Chha Jaye’. The campaign aims at showcasing superior product performance and the launch of diverse range of innerwear for men.
Said Parixit Bhattacharya, Managing Partner, Creative – TBWA\India: “The modern man knows manhood is not a destination, it is a journey in self-improvement and acceptance. Dixcy Scott’s new positioning and irreverent work there of speaks to this desire. By birthing the Body Language Translator, the brand pulls away from all known tropes of male underwear advertising and shows what Disruption in a category truly means. Here’s to the transitional man being comfortable in his own skin.”
Speaking about the new brand positioning and the concept of the campaign, Shekhar Tewari, Chief Category and Operations Officer of Modenik Lifestyle added, “With the launch of the three-part TVC, we have attempted to bring forth a fresh first-of-its-kind narrative in the innerwear endorsement segment. Drawing inspiration from consumer-insights and best-in-class integration of design and technology, the TVCs reiterate the brand’s principle of staying true to the consumer. We aimed at showcasing our varied product range, the interwoven benefits of comfortable innerwear on a person’s confidence levels and body language, and our transformed approach in brand positioning. While we are consistently working towards understanding and catering to our ever-evolving consumer needs, we are maintaining a seamless balance and precedence of both functional and emotional pay-offs.” Modenik Lifestyle Pvt. Ltd. is the post-merger entity of Advent International’s portfolio companies Dixcy Textiles Pvt. Ltd and Gokaldas Intimatewear Pvt. Ltd; the parent company of brand Enamor.
Bisleri brand Vedica has announced the appointment of actor Dino Morea as its brand ambassador.
Said Jayanti Chauhan, Director, Bisleri International Pvt. Ltd.: “Launching Vedica Himalayan Spring Water in a glass bottle has been one of my goals over the past decade. I am glad to have found a team, with whom I have a wonderful dynamic to create and launch this piece of art… We discussed on what the Vedica man would embody and therefore decided on associating with Mr. Dino Morea as I do believe he is someone who is truly #FullOfAltitude. I am extremely excited for the campaign which will help Vedica achieve new heights.”
Added Zafar Rais, CEO, MindShift Interactive: “Our inspiration for the campaign has been the beauty of the Vedica glass bottle. From it, we derived an omnichannel marketing strategy that was opulent. We shortlisted Mr. Dino Morea as the ideal Vedica Man and conceptualized an ad film that brought out the essence of a life #FullOfAltitude with Vedica.”
Spinny, a new age used car end-to-end platform, has launched its first national marketing campaign with the brand promise of “Khushiyon Ki Long Drive”. joy of adding a personal car in the journey of life.
Elaborating on the campaign, Suvid Bajaj, Head of Marketing – Spinny, said: “We are happy to launch Spinny’s first marketing campaign ‘Khushiyon Ki Long Drive’. It was a memorable experience to work with our Brand Ambassadors Sachin Tendulkar & PV Sindhu on this campaign. Sachin is our strategic investor as well and he was fully involved with our idea. It was lovely to see him interacting with the entire team, especially the children at the sets. His appeal across demographics was lovely to see. The idea of our campaign is to strike a chord with the young buyers and their life journey. Through this campaign we wanted to highlight the joyous story of millions of buyers, who work hard, save bit by bit and then invest in a car of their own. With Spinny’s strong focus and positive response to services, a film with PV Sindhu will be released as part of this campaign as well. Sindhu is deeply involved with Spinny as she started out as our customer and now of course a captain of Squad Spinny.”
Added Arun Iyer, CCO, Spring marketing: “A strong focus on unmatched customer experience is at the heart of Spinny’s success so far. Naturally, we wanted the campaign to revolve around the Spinny customer. Buying their first car is one of the most exciting journeys for a family. We have attempted to weave a relatable story of a family starting their aspirational journey with their first car, while also informing our viewers why Spinny is the best destination for a used car purchase. Having Sachin Tendulkar narrate the film brought a feeling of trust and reassurance to it, and we hope that our viewers love our campaign as much as we do.”
Regulars of Das ka Dum know how we love to contextualise various festivals and days to the advertising, media and entertainment sectors. So we asked Dr Bhaskar Das this question for the March 17 edition of our series of Q&As with the Wizard with Words. Read on…
If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.
Q.Other than the festival of colours, the first day of the Holi festival also sees bonfires representing the triumph of good over evil. Do you see a lot of evil in our business as well? Fake news, rivals trading charges, etc etc?
A. Life is a journey where good and evil are two sides of the same coin. Good and evil reside in one’s mind. It depends on whom does one feed: good or evil.
I am sure you would not like the above spiritual interpretation as the instances mentioned by you and many other such examples are today’s realities and one needs to be always vigilant about it. Any festival reminds us about the need for eternal
E-grocer platform Fraazo has launched an all-new digital campaign.
Commenting on the launch of the campaign, Vikas Dosala – Co-founder and COO of Fraazo said: “Our mission at Fraazo is to ensure that all our customers receive farm-fresh groceries to experience the love and care with which the farmers harvest. The process of sowing to reaping is one that every cultivator puts immense care in and at Fraazo we take extreme caution to ensure the produce is as fresh as it was when the farmers gathered it. Our thorough quality checks and end-to-end supply chain enable the delivery of this produce to consumers with minimal handling. We are the largest green grocer in India and our rapid growth journey will continue as we reach greater number of Indian homes.”
Zenith, Publicis Groupe agency, has been awarded the media mandate for Zoomcar, the car sharing platform. Zenith India has won the mandate after a successful multi-agency pitch. As a part of the mandate, Zenith will handle the entire gamut of media planning including brand strategy, media buying and implementation. The scope of work will be ROI-driven with data analytics as its core. Through this association Zenith expects to help expand Zoomcar as a brand to a larger audience and build a strong media presence in the market.
Jai Lala
Commenting on the business win, Jai Lala, CEO, Zenith India said: “In a progressing market, we aim to give the best data analytics experience to our clients. We are delighted to have partnered with Zoomcar, the world’s largest emerging market focused car sharing platform. Our ROI led strategic media approach will aid to company’s growth in India.”
Speaking on the partnership, Nirmal NR, CEO, Zoomcar India added: “We are happy to partner with Zenith to help bolster our marketing strategies in India. We look forward to a fruitful association and believe that the agency with its innovative ideas and inherent data analytics, media planning and buying knowledge will help with our business growth”
Viacom18’s Nickelodeon has announced the launch of the next edition of its global pro-socio campaign ‘Together for Good’ with the message of #TakeABreak. The core thought of the initiative is to tell kids to shed their stress, take a break and do what makes their heart and mind happy.
Speaking on the latest edition of Together For Good, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network at Viacom18, said, “At Nickelodeon we always put kids first and understand their constant and infinite pressures they are faced with, especially in these challenging times. We have always believed in leveraging our influence and reach for the betterment and well-being of our young viewers. Our latest edition of Together For Good addresses a concern that is extremely important and requires attention. We are certain that our initiative will strike a chord with kids and their parents and are hopeful that the solutions and messages we seek to deliver will help children unwind, relax and be happy.”
Public sector bank Bank of Baroda has launched #AapkeSapnoKaSathi, a youth-centric home loan and car loan campaign targeted at millennials that highlights the bank’s interest rates.
Said Rakesh Sharma, Deputy General Manager and Head – Marketing & Branding, Bank of Baroda: “The youth today are looking for a financial partner that not only enables them to fulfil their dreams and achieve their financial goals, but also enables them to bank independently in a hassle-free manner. A partner that has served generations of their loved ones. This is the best time to buy a home or car of one’s dreams and Bank of Baroda’s amazingly low rates can transform that dream into reality.”
The #AapkeSapnoKaSathi home and car loan TVCs are running in a multi-lingual format – Hindi, Gujarati and Kannada, besides English.
Decades ago, Xerox made a crucial shift in their route-to-market strategy.
It started offering its high-end copiers on a pay-by-use basis. Xerox installed the machine at the user’s location (mostly corporates), maintained it and supplied all the consumables like ink. The machine kept track of the number of copies made, and the user paid, month to month, based on usage.
Since then, the pay-by-use has become a widely used route-to-market strategy in B2B markets, from CNC machine tools to jet engines. This trend will only increase with 5G-driven IoT as a widespread technology.
The pay-by-use model offers both the buyer and the seller a financial advantage. The buyer substitutes capital cost with a variable expense while the seller smoothens revenues with a steady cash flow while carrying increased assets on the balance sheet.
I like to think of this model as BaaS – Brand-as-a-Service – and believe it can engender a revolution in consumer marketing of the same magnitude as SaaS – Software-as-a-Service – is doing in the software industry.
BaaS’s advantage in the consumer marketing arena goes beyond the financial into the intangible but significant area of brand equity. Consumer brands build equity through a deepening relationship with their consumers.
Consider a car brand that goes BaaS. It would be in far greater touch with a buyer of its car. The usage tracking will also track consumer and product behaviour enabling the brand to deliver better products and more effective marketing. Its interface with the customer will be higher. Further, a consumer in a BaaS contract will be much more amenable to shifts to a new model or even for an upsell given the spread-out nature of the financial implications.
The advantages of BaaS hold for in categories like consumer electronics, auto and household appliances. The technologies of 5G and IoT will, shortly, create a network of smart products in these categories connected to and constantly communicating with the brand owner and each other.
In developed markets like the US, Apple is on its way to becoming a BaaS brand. Its offers monthly fee contracts that enable customers to trade in their old models for the latest iPhones, iPad and Macs as soon as they are launched.
Combined with Machine Learning, this smart network will enable brands to design products that better meet consumer needs while accomplishing societal goals like lowering carbon footprints. While master brands with an entire ecosystem of products will have an inherent advantage, a smart network of durable consumer devices will also incentivize cooperation among brands.
Does BaaS make sense in FMCG categories like packaged food, personal care, and home care?
I think it does.
While the buy-side and sell-side financial advantages of BaaS in the area of consumer durables do not hold in the FMCG arena, the brand-building benefit of greater consumer connect and insight does.
Let us consider an uber personal care brand that offers oral care, hair care, and skincare products. The brand, through BaaS, can more strongly incentivise its consumers to opt for the entire ecosystem of the brand’s products.
With the arrival of flexible manufacturing technologies like 3D printing, BaaS can finally enable consumer brands to explore customisation.
Based on the deeper relationship that a brand will have with its BaaS customers, the brand can leverage its insight into consumer needs and behaviour to offer a more customised product.
For example, an AC manufacturer can offer a product that filters out a specific set of allergens. Or say a car manufacturer provides a driver’s seat configured for an extra tall customer.
Even in FMCG categories, BaaS enabled customization can be a game-changer. Think of food products with customised spice levels or catering to special nutrition or dietary needs. In personal care and home care, it could be personalised perfumes. Or even special formulations to meet unique requirements.
In the services sector like BFSI, the BaaS model can offer a viable route to market. For example, in the health insurance sector, BaaS could provide health insurance policies with renewal at monthly intervals combined with monthly health check-ups. Such policies would increase the interface between the insurance provider and the customer while also offering financial advantages to both.
The next generation of martech will drive the widespread adaptation of BaaS in consumer marketing. This new generation will consist of a technology stack of 5-G-enabled IoT, privacy-respecting data warehousing, analysis and machine learning and flexible manufacturing by technologies like 3D printing.
Beyond technology, BaaS will have a profound impact on the financial and marketing dynamics of consumer brands. Its progress will be parallel to developments and spread of IoT, 5G, AI and Flexible Manufacturing. Exciting times ahead!
Ashoke Agarrwal is a veteran advertising professional with around four decades in advertising and marketing services. Agarrwal, a chemical engineer from IIT Mumbai and a postgraduate from IIM Bangalore, is a pro-entrepreneur with past and current ventures in market research, advertising, CGI, e-learning and brand consultancy. He will write on MxMIndia every other Thursday. His views here are personal.
Bisleri brand Vedica has announced the appointment of actor Dino Morea as its brand ambassador.
Regulars of Das ka Dum know how we love to contextualise various festivals and days to the advertising, media and entertainment sectors. So we asked Dr Bhaskar Das this question for the March 17 edition of our series of Q&As with the Wizard with Words. Read on…
