MxMIndia

Category: AdStrat

  • Behind every great commercial is super strategy. Every Monday, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat | Tata Salt: Mothers for Mother India

    Kapil Mishra, Executive Creative Director, Leo Burnett

     

    Name of the campaign/ad: Tata Salt – Mothers for Mother India

     

    The brief:

    The brief was very clear – to communicate the ‘Desh ka namak’ philosophy of Tata Salt.

    ‘Desh ka namak’ symbolizes the value of honesty, and the brief sought to take this forward in a very current context.

     

    Research insights:

    Tata Salt is built on the core value that is embedded in salt… ‘Honesty’. And it is this value that the brand is espousing at a time when the nation seems to be facing an honesty deficit. So, we examined the task at a dual level. First, a look at what honesty meant in today’s context.

    Second, we looked at all the possible influences/ factors that determined the value of honesty in a person’s life.

     

    The thought process behind the creative:

    In a time where the relevance of honesty seems to be getting questioned – we felt it was time to once again seed honesty as a value. ‘Desh ka namak’ symbolizes the value of honesty…and children learn the first lessons of honesty from their mothers. Thus, we looked at salt as that symbol of honesty which mothers feed their children.

    The very simple and powerful idea being – that if every mother were to decide that she would teach her child the virtue of being honest, nothing could stop the entire nation from being honest!

     

    Media vehicles chosen: Televison, POS, on-ground.

     

    What according to you is the differentiating factor about the ad:

    It’s a very simple, yet powerful tribute to the singular, most powerful force responsible for inculcating the values of honesty – the mother.

    Secondly, it does not try to preach. That, according to us, was an obvious trap for a virtue like honesty. By staying away from it, we felt that the campaign will be well received and resonate better with our consumers.

     

  • Behind every great commercial is super strategy. MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    Ad Strat: Havells Fans are Forever

    R Balki,  Chairman and Chief Creative Officer Lowe Lintas

     

    1. Name of the Campaign: Havells Fans are Forever

     

    2. The Brief: To communicate that Havells fans are forever

     

    3. The thought process behind the creative:

    Havells is known for interesting advertising and their association with the IPL. They have been associated with all the four editions of the IPL so far. This time round they are back with a new campaign for Havells fans which marks the comeback of the yesteryears’ superstar Mr. Rajesh Khanna in his first ever TVC. This iconic superstar is known for an unprecedented mass hysteria and a frenzied fan following in the history of Indian cinema. Never before or never after, has any film star been known for such a fan following. The new TVC for Havells Fans is a tribute to the phenomenon and the relationship he had with his fans.

     

    4. Media vehicles chosen: TV, Print, Internet and in-shop POSM

     

    5. Key issues kept in mind while executing the ad:

    The ad has to be a Havells fans ad first, and should not get overshadowed by the presence of any celebrity.

     

    6. Does the treatment do justice to the brief?

    Yes, as it clearly establishes the fact that Havells fans are forever.

     

    7. What according to you is the differentiating factor about the ad?

    The thought that Havells fans are forever and the way Rajesh Khanna has been used, doing justice to the idea and the thought. This is the first time that in the fans category, a brand has spoken about this proposition, and in a way like this.

     

    8. Market and client feedback:

    We have got extremely encouraging feedback from the market, including the trade, consumers and also from Bollywood.

     

    Compiled by Shubhangi Mehta, AdStrat appears every Monday. If you wish to see your campaign, featuring here, please write to Shubhangim [at] mxmindia.com with a cc to editor@mxmindia.com

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Limca ‘Pyaas Badhao’

    KV Sridhar, NCD, Leo Burnett

     

    1. Name of the Campaign: Limca ‘Pyaas Badhao’

     

    2. The Brief:

    Limca has been a long-standing brand with great equity among consumers, especially in markets like Punjab, Delhi, West U.P., Chennai and Andhra Pradesh.

     

    The ambition was to create a positive discontinuity for Limca that would build off the strong thirst-quenching & freshness credentials- while laddering upto a strong point of view as a brand philosophy.

     

    3. Research insights:

    While thirst quenching is the central attribute for the product, the brand needed to have a ‘larger than life’ emotional role in its story telling. With the feedback from the consumers, we had a well-researched and sharper take on what ‘freshness’ meant for the consumers. So we picked up this specific insight and created a communication interpreting thirst for a larger audience – the thirst to make it big.

     

    4. The thought process behind the creative:

    Limca’s took up the task of encouraging everyday ordinary people to aim higher and strive to reach their dreams – Where Limca quenches the physical thirst that one gets when one sets out to achieve more each time. And we encapsulated the thought in the call to action – ‘Pyaas Badhao’.

     

    5. Media vehicles chosen:

    We chose various mediums like TV, Outdoors, Print and Point of Sales to reach more and more people.

     

    6. Key issues kept in mind while executing the ad:

    It was important for us to strike the right balance between sincere efforts put in by the guy and the light-hearted ones. Also Kareena Kapoor’s tone and mannerisms were consciously kept towards the lighter side so that we don’t come across as preachy. The effort guy puts in the commercial also needed to capture the physical exhaustion he goes through to justify the well deserved and much needed bottle of Limca he gets in the end.

     

    7. Does the treatment do justice to the brief?

    Yes! The creative assigned a clear role to Limca – the previously unanswered question, Why should I have a Limca? – now stands resolved. Limca is about the physical thirst that one works up while chasing his emotional thirst (of his dreams)

     

    8. What according to you is the differentiating factor about the ad?

    Everyday people set goals for themselves and they go through a lot of hard work and perseverance in order to achieve it. With the powerful, real life message we as a brand have tried to talk to each one of those people inIndiawho thirst to achieve more and more.

     

    9. Market and client feedback:

    Early reaction is very positive from the market.

     

  • Behind every great commercial is super strategy. Every week, AdStrat brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Volkswagen Polo & Vento – IPL Edition II

    Rajeev Raja, Consultant, DDB Mudra Mumbai

     

    Campaign Title: Polo/Vento Offer

     

    Brand: Volkswagen Polo & Vento- IPL Edition II

     

    The Brief:

    Keeping in line with its global tradition of sports affiliations, Volkswagen inIndiahas a partnership with the IPL, an innovative cricketing format. For its mass models, Polo & Vento, Volkswagen was launching a special edition model with added features (interactive pad that could be used to watch live media/ entertainment) for a cricket crazy nation.

     

    The task was to create awareness about the special edition models with this added feature and, thereby, create desire amongst the consumers.

     

    Media vehicles chosen:

    We sought to develop a full 360 degree communication for the offer, which included very interesting television commercials, print, OOH & digital work.

     

    Key issues kept in mind while executing the ad:

    Create a communication that would stand out in the overcrowded ad space during the IPL event. Yet it needed to be simple, entertaining and within the Volkswagen tonality and manner of communication.

     

    The thought process behind the creative:

    Volkswagen is the only official automobile partner for the IPL. Therefore, it was only fair to make Volkswagen the ‘official vehicle’ to deliver the IPL experience to the cricket crazy nation.

     

    Packed with IPL-centric features and branding, it gave the cricket enthusiast a chance to not just view the IPL, but also to live the experience of this cricketing extravaganza.

     

    No matter where you are or where you go, you will never be far away from the IPL action thanks to the Volkswagen IPL Polo and Vento Edition II. From this emanated our strategy for the campaign.

     

    What according to you is the differentiating factor about the campaign?

    It is one of the first campaign which has the IPL woven into the story line. It also manages to beautifully inject humour and heart into innovation and technology.

     

    Month and Date of Release: March 2012

     

    Credits:

    Unit Name: DDBIndia

    Office Head: Rajiv Sabnis

    CCO: Sonal Dabral

    Business Head: Anurag Tandon

    Creative Head: Rajeev Raja, Louella Rebello

    Art: Sreejith Kadoth

    Copy: Ranjit Sasidharan

    Account Management: Avik Choudhury, Monish Debnath, Aaron Dsouza

    Films Department: Michael Remedios

    Director:  Will van der Vlugt

    Production House: Caramel Pictures

     

    Creatives:

    Print: JPG format [up till 10mb]

    TVC: MPEG or MP4 format[without slate, up till 10mb]

     

     

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a great ad

    AdStrat: IndusInd Bank Responsive Campaign

    Pranvir Singh Mann, Creative Head,Delhi, RK SWAMY BBDO.

     

    1. Name of the Campaign: IndusInd Bank Responsive Campaign

     

    2. The Brief: Build on the responsive theme by introducing innovative banking solutions

     

    3. Research insights: The core idea was IndusInd Bank is a responsive bank that is ever-ready to innovate in order to help customers lead an easier life. The objective is to establish that IndusInd Bank provides innovative, secure and hassle-free banking solutions.

    IndusInd Bank came up with 3 innovative banking services based on the real consumer insights.

    • The innovative ‘Cash On Mobile ATM’ service to help their customers when caught in an unforeseen emergency. The freedom to withdraw cash from IndusInd Bank ATM when you are without cash or card by just receiving a SMS from an IndusInd Bank customer.
    • Calling and getting connected to a bank’s customer care is a big challenge. IndusInd Bank understood this problem and came up with ‘Call Connect’ which allows the customer to get connected to the Phone Banking executive directly.
    • Generally no one bothers to redeem their Credit Card reward points as it’s a hassle and moreover the redemption process and rewards associated with it are quite ambiguous. IndusInd Bank came up with ‘Quick Redeem Service’ which gives the customer a choice to redeem the reward points on the spot.

     

    4. The thought process behind the creative:

    The creative had to be clutter breaker and highlight the key benefit of the respective service very clearly.

    • Cash on Mobile: To deliver the message through a situation that one can relate to. Thereby, highlighting the main benefit of the service clearly.
    • Call Kabaddi: Create a visual of the hassle that one goes through while calling up the bank. To make people immediately empathize with the protagonist
    • Quick Redeem Service: to exaggerate the benefit and its impact on the customers.

     

     

    5. Media vehicles chosen: Primarily TV, Outdoors, Radio

     

    6. Key issues kept in mind while executing the ad: It was kept in mind that the service message should be brought out clearly and people should not get confused in the delivery and functionality of the service.

     

    7. Does the treatment do justice to the brief?

    Yes

     

    8. What according to you is the differentiating factor about the ad?

    • Cash OnMobileATM: Neetu Singh
    • Call Connect: Visual device
    • Quick Redeem Service: The whole set-up and aura

     

    9. Market and client feedback:

    Have a good feedback from the client:

    Cash on mobile and Call connect: Many customers called the bank for the service related query.

    Quick Redeem Service: Many customers called for query related to reward points redemption

    Overall, we got a great response from the customers.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Best Rice, The Perfect Match

    Ajay Gahlaut, ECD, Ogilvy Delhi

     

    Name of the campaign/ad

    Best Rice: The Perfect Match

     

    Brief

    Reposition rice from an uninvolved product for the consumer to a desirable brand. Best rice needs to be in everyone’s mouth and the brand name on everyone’s lips.

     

    Research insights

    India is a country that believes in forgiving and forgetting. They are all the more hasty when it comes to advertising of products they hardly want to waste time thinking about. And even more when it’s about everyday consumption happening within the confines of their homes. Nobody walks in to ask what brand of flour one is using. Or, what mustard oil brand you love. The same has been the case with rice, even when India is known to be a country of rice eaters.

     

    With the advent of brands into flour and mustard oil, how could rice companies be left behind? Many of them braved this uncertain market about 10 years ago. They introduced packaged rice, of course with a premium. Thus began a flurry of advertising campaigns trying to sell the white grain. They cited a better product than the unbranded, open rice that one gets at the friendly neighbourhood grocer. The claim worked and the packaged rice market started to grow at a rate of 35 percent every year. But it came with a problem. The consumer would pick any rice brand, with the thinking that any brand is better than unbranded rice. The result, in the long run, was a total absence of brand loyalty.

     

    The thought process behind the creative

    Rice is never the main dish in the menu. We cook rajma, dal, fish curry, chicken curry, sambar and take rice for granted. But if rice is not cooked well, even the perfect rajma will not taste good. Thus, we arrived at a very simple insight – that rice is never eaten in isolation. Voila! The idea: Best – The Perfect Match. In brief, rice complements the food it’s eaten with in the same way that a perfect couple complements each other.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=6TMkAjn4Z3c[/youtube]

    Media vehicles chosen

    While it was principally led by television, print has been used interestingly as a reminder medium.

     

    Key issues kept in mind while executing the ad

    While all three ads were in three different languages, they were to be universally understood and enjoyed. To personify rice and the accompanying dish that belongs to a particular region, the ads had to look authentic.

     

    Does the treatment do justice to the brief?

    There are various ways of bringing the thought of “The Perfect Match” alive and several were tried. But experience shows that consumers always warm up to human stories. Specially love stories, which is where we hit upon the idea of using different couples to make our idea talk.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=ifEWu_4EnVg[/youtube]

    What is the differentiating factor about the ad?

    These couples in the commercials, and the chemistry they shared with their partners, brought charm to the commercials while effortlessly communicating the brand benefit. They were definitely clutter-breaking, and the stories made people smile.

     

    Market and client feedback

    In the last few weeks, these little white grains have become the talk of the town. There was a 30 percent hike in sales in Delhi/NCR within the first week. All in all the campaign managed to fulfil its quintessence, by helping the brand capture the consumer’s eye in an age of utmost competition. We might well say that men, too, are now interested in knowing the brand of rice used in the house.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=QkEJzotfgM4[/youtube]

    Credits

    Company: Best Foods Ltd

    Product: Best Rice

    Agency: Ogilvy, Gurgaon

    Creative Director: Ajay Gahlaut, Nitin Srivastava

    Writer: Umesh Grover

    Art: Jonathan George

    Client servicing team: Sharmista Dev, Vineet Kindra, Shivani Sharma, Lagun Sehgal

    Production House: Chrome Pictures

    Director: Amit Sharma

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat: Happy beginnings with Shubh Aarambh

    Abhijit Avasthi, NCD, Ogilvy & Mather

     

    [youtube width=”300″ height=”200″]http://www.youtube.com/watch?v=JJ-WZqaGAf0[/youtube] [youtube width=”300″ height=”200″]http://www.youtube.com/watch?v=odmcmnWjK10[/youtube]

     

     

    Name of the Campaign/Ad:

    Cadbury Dairy Milk – Shubh Aarambh

     

    The Brief:

    Get consumers to eat more chocolate by creating new occasions for consumption.

     

    Research insights

    Our strategy was to grow chocolate consumption by making it part of Indian meetha (sweet) consumption behaviour. By positioning ourselves as meetha and an accompaniment to celebrations, the most obvious meetha consumption moment in India the brand saw tremendous growths. The challenge for the brand was how could we go beyond this?
    How do we integrate with the Indian meetha behaviour even more strongly beyond celebratory occasions?

     

    Analysis of culture codes of chocolate and meetha helped to uncover a new opportunity and a new occasion for chocolate consumption.

     

    The western culture code for chocolate is: Sin. Chocolate came to India from the west but the culture code for chocolate in India is different. In India chocolate had become ‘meetha‘ and to Indians, the significance of sweet or meetha runs beyond its physical and functional attributes.

     

    In India sweet (meetha) performs a spiritual role. Meetha is offered to the gods, it allows us to connect with optimism. Meetha is associated with festivity, purity, and all things good and happy. The Indian culture code for sweet (meetha) hence chocolate is: Auspicious.

     

    This led us to the cultural insight: “Having something sweet before starting or doing anything new is considered auspicious and suggests that the outcome would be good”. More like “Things that are begun on a sweet note have sweet endings”.

     

    The thought process behind the creative:

    Having something sweet before starting something new is an old Indian tradition and is deeply entrenched in our behaviour. Changing such behaviour is the most difficult task, but Cadbury Dairy Milk was determined to achieve it. So how did we do it? How did we make chocolate a part of auspicious occasions? We realized that the way to get into the traditional auspicious occasion zone was by transforming it.

     

    So we redefined the auspicious occasions – made it more contemporary, gave it a fresh perspective. These were not the conventional auspicious moments that India was generally used to. These were more modern and reflected the progressive young India. These real but non-obvious ‘Shubh aarambh‘ moments would expand the footprint beyond traditional occasions like beginning a journey, buying something new during Diwali or Navratri, house warming (moving into a new home), before exams etc…

     

    And the idea of starting anything new on an auspicious note with CDM was conceived –
    ‘Make a Shubh Aarambh with Cadbury Dairy Milk’.

     

    While most of the past CDM campaigns like “Pappu pass ho gaya” focussed on meetha after something good had happened – celebrations (post event), this uncovered a new meetha occasion, meetha before a new start (pre event). Shubh aarambh was an even bigger opportunity as inevitably the number of number of people anticipating success tends to be much higher than those who actually succeed.

     

    Media vehicles chosen:

    TV was the main medium to launch the ‘big brand idea’ but the campaign was also supported with a robust 360 programme (Radio, OOH Print, Mobile and Internet) creating a multiplier effect for the campaign.

     

    Key issues kept in mind while executing the ad:

    Creating contemporary ‘Shubh aarambh‘ moments.
    Real but non-obvious ‘Shubh aarambh‘ moments like a boy asking a girl out for the first time or a middle-aged sari-wearing lady stepping out in jeans for the first time, or a girl eloping with her boyfriend; all situations that one is likely to encounter these days anywhere in India. These allowed us to squeeze our way into tradition by transforming – making it contemporary.

     

    Does the treatment do justice to the brief?

    The executions turned contemporary new beginnings into memorable ‘Shubh aarambh‘ moments on television. Deliberately shorn of glam and celebrity endorsements, the executions helped the idea shine brightly. The results speak for themselves. It got over 7,50,000 views on YouTube and its popularity even crossed Indian shores. It was easily the most recalled and liked campaign in 2010.

     

    What according to you is the differentiating factor about the ad/campaign?

    It came from a real insight into India and Indians and the creative helped it shine through in a way that connected with consumers from all walks of life and across age groups.

     

    Market and client feedback:

    Forty-two per cent value growth and a 33 per cent volume over the previous year for a brand of its size is nothing short of spectacular. To put it in perspective, just the additional volumes from the campaign accounted for enough CDM bars to cover more than 2.5 times the Great Wall of China!

     

    The campaign was awarded the ‘Global Marketing Excellence award’ for best IMC within Kraft Foods and has also won accolades at all leading creative and effectiveness awards including Grand Prix at ABBYs, Gold at AME and APPIES.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat: Humming Girl

    Amod Dani, ECD, Leo Burnett

     

    The campaign:

    Humming Girl

     

    The client:

    Tata Capital

     

    The agency:

    Leo Burnett

     

    The brief:

    To create a campaign (led by television) to launch their Home Loan vertical. This is the brand’s first foray into the Home Loan category.

     

    Any specific advisory from the client:

    Tata Capital is a brand synonymous with the values of the parent group Tata Sons. The brand stands on the platform of doing what’s right, and we have worked hard to bring this philosophy alive through our previous two campaigns (Old Coin & Sardar Twins).

     

    Going forward we had to keep the core values of trust, sincerity, consumer empathy and integrity alive in the new home loan campaign as well.

     

    [youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=e8qvFzkGnOE[/youtube]

    Research insights:

    Through focus groups and through Burnett’s hot button research we were able to unearth several insights which concerned rented homes. However, one truly stood out and struck a chord with everyone.

     

    If there is one place in the world where an individual can be herself, express herself freely and do what she likes, it’s her own home. It’s the place where she feels liberated from the external pressures. She is devoid of any scrutiny or judgment of the society. Where there is absolutely nothing to fear and where she feels most secure.

     

    Media vehicles:

    We led the campaign through Television supplemented with Outdoor &Print.

     

    Key issues kept in mind while executing the ad:

    The home loan market is quite intense and competitive. With the growing need to find a suitable home advertisers have constantly tried to push the envelope. But this has often resulted in complex communication that is more informative than emotive. We believe that buying a home is not just a rational decision.

     

    We planned to ride on the emotional equity associated with owning one’s own home. The truth that only in your own home can you truly express yourself is a liberating insight. The creative lens of viewing the complex financial world through a child’s eyes gave us the platform to bring this insight to life.

     

    The brand prides itself on human truths and consumer understanding. Therefore, we were very careful and worked to keep the execution real, honest and simple. The tone as you can see in the commercial is thus empathetic and genuine, true to the Tata values.

     

    The differentiating factor about the ad:

    The one thing that truly sets this ad apart from the rest is the fact that it is deeply rooted in a human insight. The ad is something that people residing in rented homes can truly connect with.

     

    The execution is a very sincere and honest attempt at connecting with these very people. Therefore the performance of the talented young actors is also very real. Her humming is memorable and sweet and once you see the ad, it’s hard not to hum along. Overall Amit has delivered a very charming film.

     

    Market and client feedback and follow-ups:

    We are currently awaiting actual numbers since the TVC went on air. However, the initial response both from the market and the industry seems very positive. The charming execution has been well appreciated by the client, industry peers and most importantly the common man.

     

    Credits:

    National Creative Director: KV Sridhar

    Creative team: Rajesh Mani, Amod Dani, Anirban Sanyal, Sachin Kamath, Nilesh Ajarlekar

    Client Servicing: Suvadip Ghosh, Manish Somani, Nandita Das, Yash Bhawsar

     

    Head | Brand Marketing & Corporate Communication: Veetika Deoras

    Production House: Chrome Pictures

    Director: Amit Sharma

  • Lowe Lintas celebrates Tata Tea attempt to wake up India with the Soch Badlo campaign

    AdStrat: Tata Tea’s Soch Badlo

    The Campaign:  Tata Tea Soch Badlo campaign

    The Client: Tata Global Beverages Ltd.

    The Agency: Lowe Lintas

    The Brief:  On 25th anniversary of Tata Tea, we wanted to salute our nation and the woman who bought Tata Tea. But as luck would have it, we found our nation in the midst of many corruption related controversies. Scams coming out in the open and people responsible for them being put behind bars were having an adverse impact on the psyche of the nation. The masses were beginning to feel very negative. Negativity turned to frustrations as people took to the streets. Frustrations soon turned into scorn and sarcasm.

     

    Another one of our messages to fight corruption would just not have cut ice amidst this growing discontent. Yet another campaign crusading against corruption would get drowned in the already very shrill and negative sentiments around us. But it was our 25th anniversary. Something bold and new had to be done.

     

    Therefore, the new installment of our long running Jaago Re campaign does not just aim at awakening the nation, but also stresses that we think positively even as the nation is embroiled in many corruption related scams. After all, what good could we Indians see in all the scams that were coming out in the open?

     

    Any specific advisory from the client: Our previous Jaago Re campaigns had played their part in awakening the nation. The awakening was demonstrated by the open coverage and discussion on the various scams in the media and at an individual level. We knew that this open discussion was a good sign – the first step to solving a problem is to acknowledge that it exists. Instead of being swept under the carpet (as they had been so often in the past), issues were being discussed openly, and action was being taken against the guilty. However the man and woman on the street were simply overwhelmed by the number and scope of the scams, and focused on these instead of the bigger picture. We wanted to communicate that despite all the negativity caused by the scams, the impact they would have would be undeniably positive.

     

    Research insights: Consumers know and believe that anything worthwhile takes time and effort (e.g., in micro level matters like education, health, etc.). They however needed a strong parallel to connect it to macro issues around them – only then would they see the bigger picture.

     

    The thought process behind the creative: To focus on the cause (reduced tolerance towards lack of proper governance) and not the symptoms (increased coverage of scams in media and at an individual level)

     

    Media vehicles chosen: TVC, Print, Digital

     

    Key issues kept in mind while executing the ad: All this negativity needed to be reversed before it flowed deeper into our conscience. This was unconstructive and unflattering to a great nation like ours. This objective was squarely in the realms of our Jaago re campaign idea that had for long crusaded against corruption.

    Secondly, we needed to strengthen our connection with the woman who buys into our brand. We needed to portray her as a mature sensible and wise protagonist who is able to lift the shroud of negativity in our nation and clearly see that there was some good in it for all us. In the middle of uproar, hers had to emerge as the voice of reason.

    Thirdly, our nation’s aura had taken a bit of a beating. As a brand, we aimed at doing our bit at saluting the nation for all the other good things that were happening around us. Bruised as it was, we wanted to emphatically lend our moral support to our nation as it did battle against corruption.

     

    Does the treatment do justice to the brief?  Yes it does

     

    Differentiating factor: When tea wakes you up, Tata Tea awakens you.

     

    Market and client feedback and follow-ups: Initial reactions are extremely encouraging in the 3 weeks since campaign launch.

     

    Campaign credits

    Creative: R Balki, Amer Jaleel, Anaam Mishra

    Planning: Vikram Sathyanath, Gulshan Singh

    Account Management: GV Krishnan, Aejaz Khan, Rajiv Chatterjee, Kunal Madhavdas, Mainak Bag

    Production House: Chrome Pictures

    Director: Amit Sharma

  • The new Birla Sun Life Insurance campaign objective is to reiterate the philosophy to leave nothing to fate

    AdStrat: Birla Sun Life leaves nothing to fate

    The Campaign: Birla Sun Life Insurance Protection Solutions Campaign

    The Client: Birla Sun Life Insurance

    The Agency: JWT

    The Brief: The campaign objective is to reiterate the philosophy to leave nothing to fate. The communication would center around the proposition of fulfilling responsibilities towards one’s loved ones. The tonality and messaging of the TVC and the campaign throughout is both empathetic and a friend who knows what’s best for you, thereby attempting to move him into action, more effectively

     Any specific advisory from the client: Manage the task of sensitizing the consumer to the uncertainties or fragility of life without putting them off.

    Research insights:  Consumers today are becoming more confident and optimistic about their achievements. They have the zest to achieve everything, however there are little efforts towards securing or insuring these achievements against any unforeseen circumstances. Thus it was observed that there is a further need to infuse a sense of urgency towards insurance planning and protection in the otherwise optimistic, confident Indian consumer who tends to leave his dreams to fate/destiny. The average Indian’s apathy and inertia is evident from the fact that the pure protection category merely contributes to just 3% of the total industry premium. This brings to fore the reality that a large population base is leaving their dreams to fate or destiny.

    The thought process behind the creative: The communication aims to create an emotional connect and empathy with the aam aadmi, by showing a slice of life situation which can happen with any young couple staying in metros or small towns. They share each other’s dreams and are thinking about their future, which they are eagerly looking forward to – just when they come face to face with the unpredictability of life.

    Media vehicles chosen: The TVC has been on air since November 04, 2011 and is being played across all leading television channels. In the time to come you will witness an array of initiatives that will help BSLI reach out across the country with the theme of ‘safety, security and protection’. These will span television, radio, outdoor, below the line and digital media.

    Key issues kept in mind while executing the ad: The attempt here is not to challenge the consumer’s confidence (and switch him off), but sensitize them in a thought provoking way that spurs him to act.

    Does the treatment do justice to the brief? The commercial certainly breaks clutter through its neat execution. It is based on a very thought- provoking insight – can you leave your dreams to fate? There is a moment in the film that shakes the viewer into thinking. On a day just like any other, a young couple narrowly escapes a brush with death. Call it luck by chance, destiny or fate; it does shake up the couple in the film and the viewer. The differentiating factor of the ad is its very real and slice of life feel. There is absolutely nothing ‘ad-dy’ about the ad. The couple are just like any young couple with dreams, the day is just like any other, but then something happens that makes it a day very unlike any other.

    Differentiating factor: Everything about the ad is natural and candid, and it still succeeds in driving home the point. Natural acting,  no stars, a sudden realization through the shock and a simple message ‘Kahin aap apne sapno ko kismet par to nahi chor rahe’ towards the end, makes it an appealing and relevant communication. The ad carries an emotional realization for everyone including individuals from towns and villages who come to cities with big dreams and aspirations but tend to ignore something like insurance and their own protection

    Campaign credits

    Creative Agency:                                         JWT India

    Director for the film:                                    Amit Sharma

    Production House:                                      Chrome Pictures

    Media Planning:                                          Mindshare

    Language:                                                   Hindi / other regional

    Duration:                                                     45 seconds

    National Campaign Launch:                         4th Nov, 2011

    JWT Team that worked on the film:

    Creative: Tista Sen, Nandita Chalam, Dipesh Kowarkar, Siddharth Joglekar, Kunjika Talpade

    Servicing: Samarth Shrivastava, Swati Bobde, Vineeta Sukhija, Amita Servaia

    Planning: Rajesh Mehta

    [youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=0RTwNe38qls[/youtube]
    [vimeo width=”400″ height=”250″]http://vimeo.com/31714764[/vimeo]

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat | M&M XUV 500: Driving the brand

    Siddhartha Roy, COO, Consumer Business & Allied Services, Hungama Digital Media Entertainment Pvt. Ltd.

    Name of the Campaign/Ad

    Mahindra XUV500

    The Brief

    M&M Auto redefined its image and the SUV market in India with the launch of the Scorpio in 2002. Now the company was focused on launching another gamechanger – a global SUV, codenamed Project W201. Project W201 was announced roughly 3 years ago. Hungama was given the task of creating a teaser and product launch campaign that would stand out from everything that was ever done before – within the category and for the medium.

     

    Any specific advisory from the client

    This vehicle was a game changer for M&M Auto in terms of its image, consumer perception, and reach. It was a global launch, with a product created for a global market.

    Client brief was to handle the campaign unlike anything Mahindra had ever done before, on digital. Also, given that this vehicle was going to be targeted at SEC A, we figured that about 80 percent of the TG would be online and active.

    This was Mahindra’s biggest launch campaign, after the Scorpio.

     

    Research insights

    With the research we found that there was an unbelievable amount of speculation, gossip and rumours already in the digital space.  Our strategy included channelizing all the online chatter to one location, use social media to drive the frenzy, and finally, engage the consumer in revealing the car himself.

     

    The thought process behind the creative

    The campaign was divided into 4 activities

    •     Reveal the Name of the W201

    •     Guess the Price of the XUV500 contest

    •     Unlock the XUV500 angles

    •     Reveal the XUV500 for yourself

     

     

    Considering the amount of curiosity there was about this product, we decided to tease the consumer to build the anticipation. At the same time, we would reveal a little more about the vehicle. A microsite showed a webcam feed of a covered XUV500.

     

    Campaign Execution

    Reveal the Name of the W201 was our first activity. Users were invited to mouse over an area on the website and uncover the real name of the W201. An audio file also told users how to pronounce the brand name. The activity was supported via banners and a social media campaign on FB and Twitter. Users could also take part in the activity on the FB fan page.

    ‘Guess the Price of the XUV500’ was a never-done-before activity. Consumers were shown an XUV500 under wraps, and asked to guess the price. They then had to share the activity with friends. The person whose guess came closest to the actual price would WIN THE XUV500. There were also 20 tickets to the F1 Grand Prix in India, up for grabs. An FB plug-in on the website homepage showcased buzz on social media, regarding this contest.

    In order to give consumers a better idea of what to expect from the XUV500, we also created and launched a series of ‘sneak peek’ videos. We spoke to the people involved in creating the XUV – from the R&D Project Leader, to the Senior VP of Product Development at Mahindra and Mahindra. We spoke to crazy fans, bloggers and online experts.  The activity was constantly promoted through social media and banner spends.

    For those who were dying to see the XUV500, we offered them another alternative. Fans could unlock different angles marked on the wrapped vehicle. As soon as a certain number of ‘likes’ was reached, the webcam feed changed to show a different angle of the XUV500.

    When the vehicle was finally launched on-ground, we gave consumers another interactive experience, where they could pull off the wrapper on the XUV themselves and unveil the car.

     

    Media vehicles chosen

    Social Media – Facebook + Twitter, YouTube and Mahindra XUV500 website

     

    Key issues kept in mind while executing the campaign

    Short turnaround time

    Overwhelming response

    Bite sized info without revealing too much

    Does the treatment do justice to the brief?

    The campaign managed to create exceptional buzz for the car. All the qualities of the car were revealed in an interactive manner involving the target audience.

    Market and client feedback and follow-ups

    o          150,000 people revealing the name

    o          Guess the name site

    o          450,000 likes to reveal the first ever ‘under wraps’ 360 degree car view

    o          115,000 entries in 10 days

    o          Over 100,000 visitors a day (highest traffic to an auto site in India)

    o          Unveil the XUV

    o          40,000 unveils in one evening

    o          35000+ test drive requests

    o          Touching 900,000 unique visitors to the site

    o          107,831 fans on facebook

    o          700,000 destinations where XUV500 has been mentioned

     

    Credits

    Company: Mahindra & Mahindra

    Brand: Mahindra XUV500

    Digital Agency: Hungama Digital Media Entertainment Pvt. Ltd.

    Chief Creative Officer: Carlton D’Silva

    Creative Team: Team Hungama

    Account Management Team: Team Hungama

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat: Vrooming ahead

    The Campaign:
    Apache RTR 160 – Scarily Fast

     

    The Client:
    TVS

     

    The Agency:
    McCann Erickson

     

    The Brief:

    The objective was to differentiate Apache RTR 160 from all other bikes – especially in the area of performance. Keeping this in mind, the brief was to create a communication that singularly emphasizes the speed and performance of the Apache RTR 160.

     

    Any specific advisory from the client:

    Highlight the speed of the bike.

     

    Research insights:

    When the consumers and bike enthusiasts were met, they all had much to say about the bike’s daunting speed and pick-up.

     

    [youtube width=”300″ height=”200″]http://www.youtube.com/watch?v=gNILY9EoUmA[/youtube]

    The thought process behind the creative:

    Anil Thomas, Regional Creative Head, McCann Erickson, says, “The Apache RTR is not meant for everyone, but only for those who can conquer their fear of speed. When the agency got the brief, the first reaction was that of being fearful of the Apache RTR’s speed. Thus, the proposition of ‘Scarily Fast’.”

     

    Media vehicles chosen:

    “TV and Digital. While the main campaign was on TV, the digital platform was used to give an insider’s peek into what went into the making of the film through behind the scenes.”

     

    Key issues kept in mind while executing the ad:

    “The slick, dizzy treatment is intended to keep audiences on edge.”

     

    Does the treatment do justice to the brief?

    “Absolutely. The commercial is produced by Future East which is one of the top production houses in India known for their collaboration with international directors. Acclaimed automotive director Nick Piper who has made spots for brands like Chevrolet, Toyota, and Kawasaki directed the TVC and his treatment gave the film its international look and feel.”

     

    Differentiating factor:

    “What makes this film so unique is that the proposition of the bike is woven in very well with an interesting story. It has an intrigue in the beginning that continues with exhilarating bike shots in the middle that leads up to the reveal in the end. The music too we’ve chosen is hard hitting that goes very well with fast pace of the film.”

     

    Market and client feedback and follow-ups:

    “The communication has been much appreciated and awed by all. This commercial is the first of its kind from TVS Apache RTR and the response indicates demand for similar films in the future too. Kudos to our team and Future East.”

     

    Campaign credits-

    Creative Agency – McCann Erickson
    Production House – Future East
    Director’s Name – Nick Piper
    Producer’s Name – Priyanka Bangia
    Creative Director – Anil Thomas, Mansoor Jamaal and Neel Roy
    Dop – Volker Schellbach
    Music – Samiruddin
    Edit – Meghana Manchanda