MxMIndia

Category: AdStrat

  • 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: Your dreams are not yours alone

    The campaign:

    Your dreams are not yours alone

     

    The client:

    Union Bank of India

     

    The agency:

    Mudra West

     

    The brief:

    To refresh the promise of partnership made by the brand in its 2008 campaign of ‘Your dreams are not yours alone’, making it more credible and relatable for the consumer. The conversation begun three years ago had to be continued.

     

    Considering the cluttered media space for banking and financial services, it was equally imperative that Union Bank of India had a compelling, clutter breaking campaign.

     

    Any specific advisory from the client:

    The previous campaign had gone a long way in putting Union Bank of India part of the young consumer’s world. The fresh, classy black and white execution had easily stood out among the monotonous category communication.

     

    This campaign needed to outdo the previous one, and connect even more strongly with the youth

     

    Research insights:

    People don’t succeed in isolation. Behind every successful person are those that worked in the shadows to ensure his success.

     

    Families and loved ones are equal partners in an individual’s success, working hard, giving them the much needed support and push to make dreams a reality.

     

    The thought process behind the creative:

    The idea was not just to take forward the philosophy of ‘your dreams are not yours alone’ but also make it larger than life.

     

    It’s difficult for a regular banking ad that talks about empathy and relationships, and shows happy customers, to catch the consumer’s attention in today’s day and age. We needed a powerful narrative that would make the consumer sit up and take notice of the advertising.

     

    Media vehicles chosen:

    TV, Print, Outdoor, Digital, Radio and Cinema

     

    Does the treatment justify the brief?

    The treatment effectively delivers on the brief on all aspects. It seamlessly carries forward and adds greater credibility to the philosophy of ‘your dreams are not yours alone’.

     

    The unusual use of celebrities effectively breaks clutter, while connecting with the younger generation of consumers.

     

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

    Celebrating the people BEHIND the celebrities.

     

    The campaign speaks through one of the most powerful forces that connect with the youth – India’s youth icons. While examining the lives of iconic figures from the world of sports, Bollywood and the arts, the communication moves away from the typical use of a celebrity to promote a product.

     

    Instead of using the celebrities themselves, the narrative showcases the person behind the celebrity who was instrumental in making them what they are.

     

    Market and client feedback and follow-ups:

    Extremely eye-catching creative, that fits in beautifully with the Bank’s philosophy. Will go a long way in making Union Bank of India known as a contemporary, relevant banking brand.

     

  • 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: Childhoods available from ideas@work

    The campaign:

    Childhoods Available

     

    The client:

    Rustomjee Group

     

    The agency:

    ideas@work

     

    The brief:

    In a world of luxury, sometimes the true luxury is giving your child a childhood. This was what we needed to communicate.

     

    Research insights:

    Vijay Chidambaram and his team from Centre of Gravity conducted extensive research across the city across socio-economic classifications to uncover consumer needs and came up with the insight that the one thing most Mumbaikars wanted to do a better job of giving their kids the kind of childhood they themselves enjoyed.

     

    The thought process behind the creative:

    Ideas@work, Rustomjee Group and organizational branding firm Centre of Gravity worked together as a team to produce the campaign. The on-ground implementation of the campaign was done by Rutu Modi, and of course, Rustomjee’s in-house marketing team and their media partners.

     

    Media vehicles chosen:

    Print, outdoor and digital. Since the target audience is limited to the Mumbai metropolitan area, it makes sense to maximize ad spends within its limits. Press ads include full pagers in all the leading newspapers. Outdoor locations number more than 50. Digital is another media vehicle that will go live soon, with Radio being considered. Further, all moments of truth both for internal and external customers are being designed to carry the same message.

     

    Key issues kept in mind while executing the ad:

    Creating a visual that breaks the current and typical formats of clutter. Even messaging was to be kept concise so as to allow accentuating the customer experience at the point of sale.

     

    Does the treatment do justice to the brief?

    A lot of people remember stories from our childhood, like Alice in Wonderland, Winnie the Pooh, Aladdin, and so many others. So that was the category as far as the look of the campaign was concerned.

     

    The differentiating factor about the ad:

    For the first time in the history of Indian advertising a real estate company has delivered a communication so single-mindedly focused, the results of which can only be achieved off numbers, and the clutter-breaker approach further helps.

     

    Market and client feedback:

    Industry feedback has been immensely positive with rave reviews pouring in from all quarters of stakeholders, and business transactions have kept sales teams busy.

     

    Compiled by Shubhangi Mehta

  • 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: Safe Drinking Water by Triton

    The Campaign:

    AquaSure Kitanu Magnet

    The Client: Eureka Forbes

    The Agency: Triton

    The Brief :

    To launch AquaSure’s Kitanu Magnet which has 100 crore active sites that attract and remove bacteria, virus and cysts from water. Thus, making drinking water 100% safe without the use of any chemicals.

     

    Any specific advisory from the client:

    To launch AquaSure’s new breakthrough water purification technology that gives you ‘Safest Drinking Water’ unlike inaccurate claims of some of the other water purifiers currently available in the market, some of them even using harmful chemicals for purification. The AquaSure process works most effectively due to 100 crore active sites that attract and remove bacteria, virus and cysts from water, more so without the use of any chemicals.

     

    Research insights:

    “For my family’s health, there can be no compromises in the safety of drinking water, It has to the safest or nothing”

    People are grudgingly aware that their cheaper & ineffective methods of water purification are grossly inadequate & (if known to them) are also acutely against the use of harmful chemicals for something that goes into their body.

     

    [youtube]http://www.youtube.com/watch?v=I7NoD8q0RyI[/youtube]

     

    The thought process behind the creative:

    Renton D’Souza, National Director – Creative and Strategy, Triton Communications Pvt Ltd, said,” It’s the role & responsibility of the ‘Water purification leadership company in India’ to make people aware of what is truly safest water. It was imperative to introduce ‘AquaSure’s breakthrough technology’ in a manner that is relevant, simple to understand & persuasive for the sake of their family’s health. It was important to have an impactful everyday life analogy to serve as an eye opener & make consumers wake up to reality to initiate action”.

     

    Media vehicles chosen:

    TV, Print, Digital & POS

     

    Key issues kept in mind while executing the ad:

    Bring out the technical excellence of the product that is not cold but relatable, is beneficial & empathizing while building on the emotional connect that the brand already enjoys with the consumer.Establish the promise of ‘100% Safe Water’ with the strong ‘Kitanu magnet’ led reason to believe.High quality graphics to depict devil-like harmful kitanus to shake consumers from their inertia.

     

     

    Does the treatment does justice to the brief?

    The treatment & execution is highly clutter breaking & impactful in media. Also the analogy is honest, relevant, simple & persuasive.

     

     

    Market and client feedback and follow-ups (if any):

    Highly effective balance of strategy & creative as well as rational & emotional connects that will change consumer perceptions and behavior.

    Will work to give business results.

     

     

    Credits:

     

    Company: Eureka Forbes Limited

    Brand: AquaSure Amrit with Kitanu Magnet

    Creative Agency: Triton Communications, Mumbai

    National Director – Creative and Strategy : Renton D’Sousa

    Creative Team :  Vinayak Pattar (Creative Director), Atul Purohit (Creative Director), Arun Balgopal (Art Director)

    Account Management Team: Kim Solomon (Sr. Vice President), Chirag Tana (Client Services Director)

    Media Agency: Triton Media

    Production House: Milestone Films

    Producer: Ajay Wasu

  • 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: Survive the World by Contract Advtg

    [youtube width=”400″ height=”300″]http://www.youtube.com/watch?v=vcts1imOOuk&feature=related&noredirect=1[/youtube]

    The campaign:

    Survive the World

     

    The client:

    American Tourister

     

    The agency:

    Contract Advertising

     

    The brief:

    Created in the rough territory of Jodhpur, ‘Survive the World’ captures a roller coaster ride. Conceptualized by Ravi Deshpande, the new brand campaign depicts the regular travel woes in a typical congested city anywhere in the world.

     

    The film showcases a tourist, who is caught in a traffic frenzy on the way to the airport. With his trusted 4-wheeler American Tourister luggage in tow, the tourist sets off on an enthralling escapade across the city to reach his destination in time.

     

    Any specific advisory from the client:

    The specifics given by the client to the agency was to focus on the ‘four wheel’ feature of the brand and create a creative revolving around the same

     

    Research insights:

    The agency already had an idea which came from the success of ‘Survive Mumbai’ and ‘Survive Istanbul’. The idea was to take that a step ahead and hence the creation of ‘survive the world’ took place. The main focus of the sagency was to tell a story based on  this particular theme.

     

    Media vehicles:

    The main media focus was extensive television and cinema coverage, and some OOH innovations.

    Key issues kept in mind while executing the ad:

    In the words of Ravi Deshpande, Chairman and Chief Creative Director, Contract Advertising: “The most pertinent question before us was, how do we make sure that the emphasis is on the product while we also tell an entertaining story to the consumers? The second issue was to look into the safety aspect of the person on roller skates in a place like Jodhpur, which was ultimately managed well.”

     

    The differentiating factor about the ad:

    The differentiating factor (as per the agency) about the campaign is that it is unlike other campaigns of similar products, it’s a seamless journey told in a span of 60 seconds. Other than this, the ‘Survive the World’ campaign is being innovatively marketed with it being  released as a music video on television on September 24 following a release in cinemas nationally in the second week of October.

     

    Market and client feedback and follow-ups:

    Ravi Deshpande: “The client is extremely happy with the final product and we have received amazing feedback from them.”

     

    Credits:

    Music: Ashutosh Phatak

    Creative team: Ravi Deshpande, Malobi Dasgupta

    National Creative Director: Ravi Deshpande

    Production House: Far Commercials

    Director: Jeff Balameyer

  • 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: Visa: Turning your dream into a reality

    Shubhranshu Singh, Marketing Director, India & South Asia, Visa

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=T44lW5FIq2g[/youtube]

    Name of the campaign:  Dream to Advance

     

    Research insight:  Research has shown that India is among the most optimistic country in the world. There is always a hope for a better tomorrow and things improving each day with new sunrise.

     

    The thought process behind the creative: Visa empowers people in achieving their dreams. Small town India may be beset with issues but there are always those who push the boundaries to spread happiness around. It is about bringing a transformation by taking small steps. Visa Debit and e-commerce helps in realizing many such dreams.

     

    Media vehicle chosen: TVC but will be ably supported with a 360-degree approach

     

    Key issues kept in mind while executing the ad: Visual imagery should not look contrived hence shooting was done in Kashmir as the story is set in that region. It uses real people to convey the message giving a slice of life thus making the campaign extremely relatable. The safety aspect while using Visa card online is ably communicated in the film. The film has been beautifully executed using imagery such as vast expanse of hill signifying the humongous task ahead besides the play of light that oscillates between hope and despair.

     

    Does the treatment do justice to the brief? The idea was to create an emotional connect with the audience especially those in tier II and III cities in India who research shows have become big users of e-commerce sites. The idea was to empower people to bring a socio-economic change via Visa and also their ambitions getting satisfied in taking to the digital medium. The narrative is beautifully executed bringing out the theme of `dream to advance’.

     

    What is the differentiating factor of the ad? Its treatment, it’s almost poetry in terms of its visual imagery accompanied by the soulful dialogues by Gulzar, music by Shantanu Moitra and directed by Amit Sharma of Chrome Pictures.

     

    Market/Client Feedback:  It’s been teamwork and though early days the client is upbeat about this one and sure that it will click the right notes.

     

    Compiled by Tuhina Anand

     

  • 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: Tata Manza – a class apart

    Kartik Smetacek, Creative Director, Draftfcb Ulka

     

    Name of the Campaign/Ad: Tata Manza – Membership is open.

     

    The Brief: The brief was to bring the exclusive image of Manza and showcase how the sedan is ultimate in luxury and elevates overall driving experience.

     

    Research insights: Taking forward its luxurious lineage, the new Manza has been positioned as ‘The Club Class Sedan’, to build brand aspiration and elevate the sedan as the ultimate in style and luxury.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=I2HPjnTIWPo[/youtube]

    The thought process behind the creative: The new Manza seeks to occupy the polestar position in its category. So while the task was to announce the new news, it was also to clearly, unambiguously move the Manza to its stated new positioning – the club class sedan.

     

    Media vehicles chosen: Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavours to maximize the experience of Club Class at various touchpoints.

     

    Key issues kept in mind while executing the ad: The TV campaign created by Draftfcb Ulka shows a young couple inside a club and draws a parallel between the experiences of an elite club with that of the new Manza. The analogy brings alive the new Manza’s contemporary styling, its tastefully designed interiors and advanced features, truly befitting the title of Club Class.

     

    What is the differentiating factor about the ad? The simplicity with which it conveys the proposition of owning a new Manza and the enhanced experience that it provides.

     

    Client comment: Virat Khullar, Head – Sedan Product Group, Tata Motors,said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class Touchscreen Multimedia Navigation with in-built GPS, Fully Automatic Climate Control and premium Italian Leather Upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”

     

  • 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: Cleartrip – book your holiday now

    Hrush Bhatt, Co-Founder and Director (Product Strategy) Cleartrip

    V. Sunil, Creative Director at Wieden+Kennedy

     

    Name of the Campaign/Ad:  Cleartrip – video stamps

     

    The Brief:  A quick reminder for people to book for the upcoming holiday season with Cleartrip’s simple and rather well-designed products.

     

     

    Research insights: In keeping with the brand’s soul, the video stamps take up only as little time as necessary to effectively remind people of Cleartrip’s products and what they do, while simultaneously providing a peek into the brand’s quirky personality.

     

    The thought process behind the creative: To establish and remind people of easy holiday booking option that cleartrip offers.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=73xH5s8JYX4[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=rclYQvR_rNU[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=d4fWIY3w7OQ[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=gVV_AQLqFPo[/youtube]

    Media vehicles chosen: 360-degree approach

     

    Key issues kept in mind while executing the ad: Conceptualized by V. Sunil, Creative Director at Wieden+Kennedy (Delhi), these short films are nothing like the traditional television campaign format. The Cleartrip brand speaks in a tone and style that is true to its personality

     

    What is the differentiating factor about the ad? In keeping with the nature of the brand which is about easy booking, the ads are just of 10 seconds duration thus effectively communicating as fast as possible.

     

    Client comment: Cleartrip co-founder Hrush Bhatt said, “At Cleartrip, we’re always pushing the envelope to clear everything out of the way for your trip. Our products have always been built with one clear goal – to help you book your travel without getting in your way. The “It’s all Clear” video stamps are designed to tell people that when they book flights, trains and hotels, they should do it with a brand that’s simple, clutter-free and clear. It works better, it looks better, and it feels better.”

     

  • 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: Chandrika Face Wash is the new beauty tonic

    Dharmesh Shah, Creative Director, Draftfcb Ulka

     

    Name of the Campaign/Ad: Chandrika Face Wash – Miss India’s Beauty Tonic

     

    The Brief: To communicate about the new range of face wash launched by Wipro Consumer Care and Lighting Ltd. under Chandrika. Also to leverage the ayurvedic heritage of the brand. The new facewash range is also aimed at expanding the company’s geographic footprint and at the same time appeal to the younger consumers.

     

    Research insights: Chandrika as a brand has earned credibility because of its ayurvedic heritage. It is a trusted brand and is especially popular in Kerala.

     

    The thought process behind the creative: Dharmesh Shah, Creative Director, Draftfcb Ulka, said, “The idea was to clearly communicate one simple thing – one does not need to have a tedious regimen to enjoy the benefits of Ayurveda. We cracked a nice story involving an actual beauty queen to add credibility and the aspirational value”.

     

    Media vehicles chosen: TVC led

     

    Key issues kept in mind while executing the ad: While one might think that its cumbersome to use natural products, the TVC in a simplistic way explains how the beauty tonic is easily available in a packaged face wash. It brings out the easy mother-daughter relationship and also shows the friendly banter of friends which many can identify with.

     

    The TV commercial created by Draft FCB + Ulka shows a friend asking Vanyahow she manages to look even more beautiful every time she meets her. Vanya explains that the secret is in the ingredients that her mother puts together to create a special beauty tonic. The film goes on to reveal that the tonic is actually Chandrika Face Wash.

     

    What is the differentiating factor about the ad? The brand has roped in Vanya Mishra, the reigning Pantaloons Miss India World, as its brand ambassador. Probably that could be a differentiating aspect. However, it is a tried and tested route on which many ayurvedic products are used- USP being the easy to use aspect which goes against the popular perception of such age old ingredients that’s used as a beauty tonic.

     

    Client comment: Anil Chugh, Sr. Vice President, Wipro Consumer Care and Lighting Ltd,said, “The new Chandrika Face Wash has been designed to meet the needs of the young consumer. Every young girl aspires to be as beautiful as a Miss India and is often looking for solutions that are natural and effective. With an ayurvedic recipe and a heritage like Chandrika, we are best positioned to fill in this gap where she not only gets a face wash that cleanses effectively but is also a tonic that enhances her skin with every wash”.

     

  • 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: Fastrack makes hell cooler

    Dave Banerjee, CEO & Strategy Head, Fisheye Creative Solutions Pvt. Ltd

     

    Name of the Campaign/Ad: Fastrack, Make Hell Cool

     

    The Brief: Increase mind share of Fastrack among young Indians during the holiday season without announcing the standard festival Sale.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=uwNjLu2lwjc[/youtube]

    Research insights:

    Kids prefer fire and pointy tails to clouds and wings. Dave Banerjee, CEO & Strategy Head, Fisheye Creative Solutions Pvt. Ltd, says, “Doomsday predictions are a fabulous way to draw attention. If it were not for their doomsday prediction, how many of us would be discussing the Mayans right now? Or their forgotten calendar? So when we at Fisheye saw the impending apocalypse as an opportunity, we were just following in the footsteps of the Mayans. Here was a moment that a youth brand could seize to cock an irreverent snoot at beliefs and predictions (and our obsession with them). When it came to irreverence and youth, we could think of no better brand than Fastrack.”

     

    The thought process behind the creative:

    As there already was social media chatter about the Mayan calendar and the end of the world, Fastrack decided to use the trending topic to launch ‘End of the World Gear’. The integrated campaign centers around the website, www.makehellcool.com, that assumes everyone’s going to hell, and those with Fastrack gear can make hell cooler. The website seeks confessions, obituaries and last words from Fastrack customers to make them eligible to join ‘Hell’s Finest’.

     

    Media vehicles chosen:

    Television, Billboards, Radio, Retail, College Festival, Digital, Social Media

     

    Key issues kept in mind while executing the ad:

    Time. The entire campaign was conceptualised and executed in 10 days! Definitely an incredible feat by both agency and the client.

     

    What is the differentiating factor about the ad?

    It’s the daredevil approach by an adventurous brand.

     

    Client comment:

    Simeran Bhasin, Head, marketing and retail, Fastrack, said, “We were looking for ideas to make Fastrack relevant for the end of world, as youth seemed interested about the prophecy and it had become a buzz word. Besides, our target group is not the squeaky clean, goody-two-shoe lot and so, the campaign fit in perfectly.”

     

  • 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: Idea gets people singing Hello Honey Bunny

    Arun Iyer, National Creative Director, Lowe Lintas and Partners

     

    Name of the Campaign/Ad: Idea-Hello Honey Bunny

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5aaPMBXKQLI[/youtube]

    The Brief: Idea started as a regional player and even though it is present in 22 circles across the country today, the perception among people remains that it’s a regional player. The brief was to show a pan-India network, true to Idea’s tradition of doing lateral communication. At the same time the campaign clearly focuses on communicating the network’s strength.

     

    Research insights: Idea started as a regional player and this image has persisted. Idea is still seen in many parts of the country as a regional player, very strong in some circles, but not so much in others. The consumer has been sceptical about its pan-India presence. To remove all such doubts and showcase Idea’s nationwide network, Idea is bringing to life its new network commercial. Being a number 3 player, Idea has always been the challenger, creating exciting new communication, and this execution is no different.

     

    Given that Idea now has a presence in 22 circles across the country, the aim was to announce this fact in a celebratory manner.

     

    The thought process behind the creative: “An idea can change your life” has been the slogan for brand Idea. Different executions by Lowe Lintas and Partners have brought this slogan alive in lateral ways, typically showing how telephony could solve large social issues. Idea has thus acquired a ‘cultural authority’ and not just brand authority in the minds of people.

     

    Media vehicles chosen: A 360 degree approach using TV, Radio, Digital, Outdoor and Cinema.

     

    Key issues kept in mind while executing the ad: The new execution created by Lowe Lintas and Partners plays off a simple insight. Music is universal and a catchy tune sticks in the head. What makes this a network campaign and not a ring-tone campaign is the fact that people across the country are singing, quite often the wrong lyrics, or humming, the same song. And what is this song – it is the ringtone of a traveller who has travelled across the country.

     

    So from grandmothers in South India to police officers in the capital to idol makers in the East, everyone is singing the new Idea jingle – you’re my pumpkin-pumpkin, hello honey-bunny. It’s a jingle that’s extremely catchy and it’s no surprise that unconsciously everyone picks it up and then sings it – often to their own lyrics.

     

    The kicker at the end of the commercial is the phone ringing in a traveller’s backpack and the ringtone being picked up by yet another person. Showing thus, that the traveller, in travelling across the country, infected the country with this new catchy jingle.

     

    What is the differentiating factor about the ad? Given that Idea has been seeing network commercials for close to a decade, the challenge was to do this in a new interesting manner that carried the Idea stamp.

     

    Client comment: Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “In new age India, people are moving and relocating to towns and cities for education, career and family commitments, leading to more travel and communication requirements. Mobile telephony has effectively bridged distances, and Idea’s strong pan-India network offers seamless connectivity across the length and breadth of the country, connecting people with their ‘Honey Bunny’s!”

     

  • 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: What hunger can do to you

    Navneet Virk, Senior Partner-Creative, RK Swamy BBDO

     

    Name of the Campaign/Ad: Snickers- ‘Hunger Acche Acchon ko Badal Deta hai’

     

    The Brief: Launch the Snickers brand from Mars International India Pvt Ltd with the new communication.

     

    Research insights: Part of the global Snickers ‘You’re not you when you’re hungry’ campaign, this ad delivers the message of Snickers being the ultimate hunger satisfier. The idea stems from the universal truth that we are not quite ourselves when we are hungry. And this story of transformation told with quiet exaggeration with the appearance of Rekha in her first ever ad and the comeback shot with Urmila Matondkar.

     

    The thought process behind the creative: Navneet Virk, Senior Partner-Creative, RK Swamy BBDO added, “In a country where every other ad features a celebrity we had to make sure we had a list of never-befores … and the magic is in the concept. It allowed us to do that – to cast a celebrity never seen in an ad, and certainly not expected to be seen in an irreverent advert trying to sell a chocolate bar to hungry young guys! We wanted to make sure the ad is as unique as the taste of the Snickers bar itself.”

     

    Media vehicles chosen: Television / Print / Radio

     

    Key issues kept in mind while executing the ad: The film opens on a group of young lads en route to a cricket match. As they exchange banter about the sport, they are interrupted by an annoyed woman’s voice. Startled, they look back and see Rekha in the car with them. She goes on to chastise them about how their constant chatter is irritating, what it will take for them to shut up and she goes on to attack her fellow passenger with his stinky gloves. The driver asks if she’s gone mad, to which she mockingly responds that she has and continues with her ranting. That’s when one of the guys offers her a bar of Snickers. Why should I eat this, she asks as she grabs it. He tells her that when she’s hungry, she turns into a ‘heroine’. She bites in. Are you ok now, the friend turns and asks. In Rekha’s place is one of their friends, who has transformed back to his normal self. Ok, he says, nodding in relief.

     

    We come back to see that the gang has reached the cricket ground and are rushing towards the field when they are interrupted by incessant honking. In place of the driver is Urmila Matondkar, throwing a tantrum and asking them whether she is their driver and then refuses to play with them. As the friends come up to offer another Snickers to their hungry friend, we see the packshot and line ‘Hungry? Grab A Snickers!’.

     

    The treatment of the idea strikes fine balance between global idea and local connect with the context – to leverage our love for cricket but in a newer way, to leverage a Bollywood Indian-ness, and yet keep to Snickers’ tonality. The idea was to tell the story in a less ‘addy’ way…hence the choice of a film director like Imtiaz Ali.

     

    What is the differentiating factor about the ad? Virk said, “Many many things are different about this ad. The idea is in itself quite unique – it’s simple but surprising. It’s different in the kind of celebrities we have casted. When every other ad we see features a celebrity, we had to make sure we brought in actors who have never been seen in ads before. And thanks to the concept itself, it allowed us to cast people you would not expect to see in an ad targeting young men. The other truth is that the story is not about the celebrities – it’s about the brand’s unique benefit.”

     

    Client comment: Punyabrata Dashsharma, Brand Manager, Mars International India Pvt Ltd, “Our core proposition is that when you’re off your game, nothing sorts you out better than a bar of Snickers. And we had to say that in an Indian context, with communication that is simple and distinctive and clutter breaking.”

     

  • 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: Celebrate DholDhamaka style

    Name of the Campaign/Ad: DholDhamaka.com Life’s Celebrations Shop

     

    The Brief: To communicate to an audience about DholDhamaka.com, an online store catering to all party needs. Increase brand awareness.

     

    Research insights: With a name that evokes the spirit of celebration, DholDhamaka.com is a colorful customer centric company that provides party and celebration related solutions under one roof. The company established under the name DholDhamaka.com Retail Pvt. Ltd is head quartered at New Delhi. Representing many colors of our lives the name DholDhamaka.com signifies the company’s belief in celebrating all occasions through various sound, lighting and colorful decorations. Foraying into the Indian e-commerce arena in the year 2010, the company has served around 1500 cities across India. Well entrenched in the web domain DholDhamaka.com has no physical store and currently operates through its online portal

     

    The thought process behind the creative: The ad campaign revolves around problems faced by people while planning a party, which can be expensive, time consuming and troublesome at the same time. Moreover in an era when time has become a luxury, finding the right gifts and products in tune with the theme and finally the execution seems to be an uphill task. The TVC successfully places Dholdhamaka as the only solution provider which counters the problem effectively and makes any kind of celebration an unforgettable affair.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=JRq_ljZc8hI[/youtube]

    Media vehicles chosen: TVC led and supported by digital media

     

    Key issues kept in mind while executing the ad: The tagline “Life’s Celebrations Shop” expresses the company’s commitment to provide a bevy of products for celebrations to its customers anytime and in any corner of the country. The ad promises to deliver party products right at the doorstep of the consumer with no shipping or any kind of extra charges involved.

     

    What is the differentiating factor about the ad? DholDhamaka.com is India’s first and only online portal specializing in party and festivals needs and this is their first ever TVC. As part of forward thinking marketing campaign the company has further streamlined the project with various social media and web 2.0 platforms. Creating a dialogue with customers in the digital realm, the ad campaign will also go live on Youtube and create a buzz on facebook together with a flutter on twitter.

     

    Client comment: Chandan Sharma, Founder, Dholdhamaka.com said, “In today’s fast paced and hectic times when life too seems to be running in the fast lane we wanted to create an ad that showcases the ease with which consumers can shop online. Embodying the spirit of celebration, the ad will surely strike a chord with those who love to have fun and throw parties but are always running short of time. While extending our connect with a wider audience the TVC successfully consolidates our place as the only dedicated online store specializing in all kind of celebrations and party needs.”