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: Rupa Frontline – Sabse Aage

    Manish Bhatt, Founder Director, Scarecrow Communications

     

    Name of the Campaign/Ad: Raho duniya se ek kadam aage.

     

    The Brief: Indifference towards voting has been an unresolved issue in India and the election statistics over the years prove the same. Taking forward the former tagline of Frontline – Sabse Aage (Ahead of everyone), the agency had to give the brand positioning a new dimension, which would not just serve as a brand message per se, but throw light on a larger social cause.

     

    Research insights: Says Manish Bhatt, Founder Director, Scarecrow Communications, “Apathy towards voting has been a chronic problem. If you look at India’s election statistics post independence, almost half of the country never turns out to vote. We saw a poignant issue, which Frontline as a brand could associate with and give a new dimension to its communication.”

     

    The thought process behind the creative: Earlier, Sabse Aage was the positioning of Frontline. While the previous films used humour as the plank, with this film the idea is to bring the positioning to life and give the Frontline man a definitive personality. The new tagline – ‘Raho duniya se ek kadam aage’ (Stay one step ahead of the world) – takes the brand thought one step further and the TVC positively tackles ways to boost the voting percentage and promote the turnout in elections in the country.

     

    Media vehicles chosen: TVC-led.

     

    Key issues kept in mind while executing the ad: One thing kept in mind while executing was to keep the action very real. Exaggeration helps in humour, but not in courage. An intensive search was done to choose the right locations and camera angles to stage the intense drama.

     

    Besides, sound was a critical and tough part of the film. Both the composer and singer, Piyush Mishra, have done a fantastic job of weaving together the grunge (necessary to the drama) and the quintessential melody of the song, seamlessly.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=_suXQBGAH0I[/youtube]

    What is the differentiating factor about the ad: The soundtrack of the TVC is crafted from the originally composed Bengali patriotic song ‘Ekla Cholo Re’ (If no one responds to your call, then go your own way alone) written by Rabindranath Tagore (legendary Indian poet, writer and composer who was the first non-European winner of the Nobel Prize in Literature and also the composer of the Indian National Anthem – Jana Gana Mana) in 1905.

     

    The thought behind the song was to press the listener to continue one’s journey alone, even if there is no one to support. The soundtrack of the TVC has been recomposed by Rooshin Dalal and the film has been directed by Gajraj Rao from Code Red Films. The new version is sung by Piyush Mishra.

     

    Client comment: Mukesh Agarwal, Director Rupa, said, “Frontline is our flagship brand, and we were very keen to take its communication a step further. The story not only helps us reinforce the core brand thought but, for the first time, also helps us connect with the society and give out a meaningful message.”

     

    – 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: CaratLane takes the proposal route

    Calvin John, VP Marketing, CaratLane

     

    Name of the Campaign/Ad: Dressing Room

     

    The Brief: It was to communicate that CaratLane.com assists inexperienced men in taking control of the whole relationship milestone situation. In this case the proposal.

     

    Research Insights: India is getting elaborate with relationship milestone situations. There is a constant urge of going beyond the ordinary way of doing things, especially when it comes to celebrating milestone moments.

     

    The thought process behind the creative: Being a western concept, proposal is not as ingrained in our Indian culture and the importance of proposing does not occur naturally. But, while marriage validates a relationship, a proposal is the true marker of romance. The CaratLane intent was to establish the act of proposal as a sacred ritual in courtship even if it happened to be an arranged marriage.

     

    Media vehicles chosen: Electronic Media

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=hGgn5Zj016E[/youtube]

    Key issues kept in mind while executing the ad: The campaign has been designed by Contract Advertising. The ad is directed by famed adman Prakash Varma from Nirvana Films Рthe man behind the iconic Vodafone ZooZoo campaign, among many others. The film execution takes a cue from this intent and weaves in the story of that beautiful moment of romance, just before a traditional formal engagement, where a fianc̩ expresses himself and asks the all-important question, making it a perfect proposal with a perfect solitaire from CaratLane.

     

    What is the differentiating factor about the ad: The concept of a proposal in an arranged marriage situation is the differentiating factor about the ad. Also this is the first television campaign for Caratlane.com.

     

    Client comment: “In India, engagements and weddings are big family dos, with the bride and groom being the centre of festivities. We believe that the proposal can add something very romantic to the Indian marriage. It is a very private ritual for the couple and the true value of a proposal is known only after it has happened. It is very difficult to remember every bit of the wedding day but everyone remembers every second of their proposal. And what is more – diamonds are central to proposals. We could not have picked a better storyline for our solitaires. Indian men should realize that an arranged marriage is no excuse for why they shouldn’t propose.” – Mithun Sacheti, CEO & Cofounder, CaratLane

     

  • Every Monday, AdStrat looks at the strategy that went into the making and exectution of a creative work

    AdStrat: Tactical ad from 99acres

    Name of the Campaign/Ad: 99acres ‘Sochna Bhi Mat’

     

    The Brief: The task was to communicate and showcase the various possibilities that the brand/site offers in terms of buying, selling and renting properties.

     

    Research insights: The market was cluttered with tactical communication from almost all other players. Research showed that though people knew of the brand 99acres.com, they were not clear of its buying, selling and renting offerings.

     

    The thought process behind the creative:Since the market was already flooded with property communication, the challenge was to come up with a creative that’s clearly distinct from others. Hence instead of turning it into pure, information based ad, we wanted to do so with a story backed by a true life insight.

     

    Media vehicles chosen: Electronic media (TV Commercial) and online

     

    Key issues kept in mind while executing the ad: Being a tactical communication, the key was to implement the message in a manner that it would not only resonate with the young audience but also entertain them. Another challenge was to build in the brand offerings seamlessly into the story.

     

    Agency comment: Talking about the campaign, Creative Director, Draftfcb Ulka-Delhi, Sanjay Sharma said: “It’s a topical thing. Everyone is talking about rent, buy and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”

     

    What is the differentiating factor about the ad:The story and execution of the ad is what sets it apart from the others.Using an interesting set-up of a young man meeting his prospective father-in-law, with a healthy dose of humor weaved in, the film plays up the true life insight that a when selecting a man for their daughter a parents foremost concern is whether the man in question owns a house of his own or not. The commercial goes on to show how the protagonist wins over his difficult to please father-in-law with the help of solutions provided by 99acres.com.

     

    Client comment: On the campaign, Sumeet Singh, Senior Vice President Marketing and Corporate Communication, InfoEdge India, said, “This is a tactical TVC and has been executed in a manner that appeals to both 35-plus audiences as well as young working professionals. An entertaining plot has been used to subtly inform our users about 99acres.com being a one stop solution for all their property related queries.”

     

    Complied 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: Trusting Max

    Vibha Rishi, Executive Director – Brand & Human Capital, Max India

     

    Name of the Campaign/Ad: India- ‘For life’

     

    The Brief: Max is a multi business corporate offering services in healthcare, health insurance and life insurance amongst others. While the Max brand architecture has undergone a change, the new communication must build trust for the corporate brand Max, by virtue of which people can choose its constituent brands with more confidence than their competitors. The three guiding principles/ guardrails that govern Max are Sevabhav, Excellence, Credibility; the communication must be reflective of this.

     

    Research insights: The objective of the campaign is two fold. Firstly, Max will announce its new brand positioning of ‘For life’. Secondly, this gives Max the opportunity to consolidate all its service offerings under the Max umbrella. Establishing Max’s credentials as a corporate powerhouse. As this is the first time Max Corporate is advertising.

     

    The thought process behind the creative: The brand persona of Max India is that of a Jeevan Saarthi, who will navigate you in your quest for health, wealth and happiness. The TVC uses a simple yet strong visual device of a trampoline to connote the key message that Max India helps you bounce back in life. Various interactions are built around it reflective of the values on which the Max foundation is laid.

     

    The film opens on a beautiful morning where you see multiple trampolines placed in a cityscape. Seeing this, passerbys are surprised and get curious to check it out. The film is used to establish how people of different age groups, though apprehensive at first, set out to experience the trampoline which is really a visual metaphor for ‘Max’.

     

    The concept of the campaign stems from the brand personality itself. In life, one is faced with many moments of truth – some challenging, some decisive, some life changing and in these moments of truth, it would be nice to have someone to fall back on, so that you can bounce back in life. The concept being that in different highs and lows of life, Max will always be there to help you bounce back.

     

    Media vehicles chosen: TVC, Cinema, Digital, Print, BTL

     

    Key issues kept in mind while executing the ad: Soumitra Karnik, National Creative Director, Dentsu India Group, “It was a fabulous experience doing this ad. It was almost like doing a large flash mob. There were over 500 people on location, six cameras placed everywhere from in between the crowd, to the rooftops of buildings, in moving cars and even one that was attached to a jumper’s knee.”

     

    What is the differentiating factor about the ad? Mr Karnik said, “A lot of people did not even know they were being filmed. We just let the people lose their fear and inhibitions and just enjoy jumping on the trampolines. And they did, a whole lot of people did just that. Which was exactly what we wished to communicate that life is for living to the fullest and in all the ups and downs, Max will be right there to help them bounce back, just like a trampoline. To enhance this childlike exuberance, we even used a six year old girl’s voice to sing the ever popular and very apt ‘sar jo tera chakraaye, ya dil dooba jaaye” track.”

     

    Client comment: Vibha Rishi, Executive Director – Brand & Human Capital, Max India, “Max gets the opportunity to interact with millions of lives through many million moments of truth. Each interaction results in a memorable and satisfying experience. We literally serve your need for health, wealth and happiness. The brand positioning captures this sentiment with two simple words…… ‘For life’. Our customers need help in navigating the often confusing complexities of insurance and healthcare.”

     

  • 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: Polycab’s first ad

    R Ramakrishnan, Vice Chairman, Joint MD & Group CEO, Polycab Wires Pvt. Ltd

     

    Name of the campaign/ad Safe raho. Save karo

     

    The Brief Polycab is a household name within the B2B circle. However, there is lack of awareness of the brand in the B2C space. Hence, we needed to strike an effective communication that would reach out to our end consumers. So our brief to the agency was simple – Create awareness in peoples mind about Polycab wires; the fact of getting people thinking about what really lies concealed behind their walls. Besides that, the end consumers need to be aware that Polycab happens to be the no1 cables n wires company that also provides 25 percent saving on electricity consumption. Our new identity was also to be announced and hence it was a formidable task.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Y0XnDtwLGaI[/youtube]

    Research insights Everyone expects their household wires to be safe, but nobody really cares about which wires they use. Out of sight generally becomes out of mind. Before the TVC was created, the agency conducted extensive research on various aspects of the brand like the product promises, the brand’s role, consumer insights, etc. Polycab uses wires that are made of extremely pure copper. This gives excellent conductivity and low conductor resistance which is the main property that helps is saving electricity. The criteria responsible for safety and savings together upholds the promise extended by the brand which is aptly described in its tag line – Safe raho, Save karo. With the findings of the research we were certain that our core communication would need to be about safety and savings together.

     

    The thought process behind the creative The key thought was to spread impactful awareness of the brand Polycab and impress upon the fact that there are potential dangers in our house with possible faulty wiring. We wanted to be the torchbearers of ‘Safety’ as well as ‘Savings’. By portraying familiar cinematic characteristics, we ensure that the consumer has an instant and enjoyable connect with the TVC and eventually, the brand.

     

    Media vehicles chosen Since this is our first ad campaign, we decided to choose the medium that reaches out directly to our consumers in the most impactful manner. Hence the choice was clearly to go with Television.

     

    Key issues kept in mind while executing the ad Everybody is talking safety and technological superiority. The concept of Savings is not being actively communicated for household wires. We explored this critical gap and combined them into one core hard-hitting message.

     

    What is the differentiating factor about the ad? The launch of our very first ad campaign marks a new milestone for us in many ways. With this TVC, we also unveil our new corporate identity which will help our consumers understand and identify us better. While we are amongst the leading players in the industry, as a brand we evangelize the proposition of ‘safety’ and all our communication reinforces our message. We are very excited to present our new proposition and are confident this will only propel our brand to new heights. The TVC has creatively transformed a regular breakfast meal within the family, into an exciting battle zone. This creativity is not only visually different, but it also catches the attention of the viewer instantly. The subtle messages of ‘safety’ and ‘savings’ that the brand wants to deliver, is brilliantly captured in this 40 second TVC.

     

    Client comment. Agnello Dias, Chairman & Co-Founder Taproot India, says, “Working so closely with the Polycab marketing team was a stimulating experience and the film does a strategically precise balancing act of driving home the dangerous folly of treating wires like a blind spot that does not matter. To do this in a charming tone of voice that couches a serious warning along with strong product benefits is the fruit of true collaboration between the marketing team and the agency’s brand team.”

     

  • 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: V-Guard’s ad with a twist

    Nandgopal Nair, Head Corporate Communications, V-Guard Industries Ltd

     

    Name of the campaign/ad – Lucky Singh

     

    The Brief – The brief was to create brand recall and consumer preference for V-Guard wires in a low-involvement category influenced heavily by contractors and electricians.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5_3eQsjJ1G8[/youtube]

    Research insights –

    • Consumers were not able to recall any wire brands beyond Havells which had broken the mould earlier in the (boring) rational wires category
    • Protection from short circuits is the most credible and compelling reason to invest in a better quality brand
    • In the absence of spontaneous, top of mind recall for a brand, consumers were likely to be influenced by recommendations of dealers, contractors and electricians
    • Influencer groups like dealers, contractors and electricians are not averse to recommending a brand that enjoys high advertising recall since it is readily accepted by the consumer

     

    The thought process behind the creative – The thought process behind the creative was to tell a (brand) story so relatable and enjoyable that it stood apart in the category, became a conversation piece and created preference for V-Guard wires.

     

    Media vehicles chosen – Since the commercial was intended to enter the social conversation and sharing space, it was launched in social media and digital media, and then extended to television.

     

    Key issues kept in mind while executing the ad –

    • The advertising must be relatable, enjoyable and memorable – casting and simplicity of the story was key
    • The communication must incorporate the brand’s competitive advantage as part of the story

     

    What is the differentiating factor about the ad? The advertising is a humorous narrative which hasn’t been tried in the category. It’s a rags-to-riches story set in the in the fantasy world of films where such things happen. But with a twist at the end, that this dream world we all live or want to live can come crashing down with the wrong choice of wires.

     

    Ad-agency comment: Nishant Gangadharan , creative director, Publicis Ambience-Bangalore, says, “Wires is a low involvement category, the challenge on our part was to ensure that we can have consumers sit up, take notice, enjoy it and share it with their friends, colleagues and family and yet communicate something as serious as a devastating fire caused by a short circuit without the use of fear as a stimulus.”

     

    Client comment – Nandgopal Nair, Head-Corporate Communications, V-Guard Industries Ltd says, “Wires are almost like a commodity, with very little distinguishing one brand from the other. Studies have indicated that short circuits and low quality wires were the prime causes for electrical fires that cause damage. The offering from V-Guard to counter this is triple layered wires- an extra layer for extra protection. The challenge in the communication was to how engagingly we could drive this message forward. Bollywood and the rags-to-riches story is integral in almost every middle class Indian dream. Hence when the agency presented the concept with a twist, it was taken up by the team.”

     

  • 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: Cinthol’s awesome approach

    Sunil Kataria, EVP, Marketing and Sales, GCPL

     

    Name of the campaign/ad – Cinthol digital campaign

    The Brief

    – To drive preference for Cinthol deo spray fragrance for Cinthol

    – The objective of the campaign was to create a strong connect for the brand with the people who relishes challenge and are ready to push themselves no matter what the intensity

    – TVC should be creative, engaging and build a strong connect with the youth, hence the use of Virat Kohli as the face for the campaign

    – Campaign should create a buzz value before its launch and hence social media was utilized

     

    Research insights

    – We wanted to connect with young India and their motivation and aspirations in their life

    – They aren’t in a rat race and aren’t driven by competition; their motivation is more intrinsic and is centered on making their lives interesting

    – Taking on intense stimulating experiences makes them look forward to life and feel intensely alive

     

    The thought process behind the creative

    – Through this campaign we wanted to address the people who are intensely alive and to those that get inspired with such kind of people

    – Virat is one of India’s brightest and most promising cricketing talent and was the perfect fit for the brand as both resembles being young, energetic, passionate, intense

    – Through our products, communication and digital activations Cinthol will showcase and inspire us to be “intensely alive”

     

    Media vehicles chosen

    – We have followed an integrated approach where social media was used to create buzz about the whole campaign before the unveiling of final TVC

    – We created a twitter campaign #InViratsHead prior to the launch and has received tremendous response through it

    – The campaign has just started and has a very positive response. We will continue our media presence in all other mediums like print and radio as well

     

    Key issues kept in mind while executing the ad –

    – While the focus of the campaign was on TVC, the main idea was to create a buzz for the new campaign before the final unveiling of the TVC

    – Key challenge in hand was: To make #InViratsHead trend within a couple of hours, so that buzz could be created and sustained for three days till the launch of the commercial

     

    What is the differentiating factor about the ad?

    – It’s an attitude driven ad. It talks to people who are really passionate about their life and are ready to push their limits

    – The TVC was catchy due to the emotional spin depicted with Virat from being tensed to relish the challenge, looking into the camera menacingly, presumably calling out to the bowler

    – Building the excitement before the launch of the TVC through the social media platform

    -Facebook, Twitter, you tube was something different that was tried. Our strategy was to seed #InViratsHead by encouraging different flows of conversation. In this was we were able to involve parallel conversations about Virat, India, Cricket and youth. We have developed customized responses of Virat to few consumers to give the personalized touch to interaction. The response was phenomenal. Within 5 hours of its launch on Twitter, #InViratsHead was trending worldwide, including in India and all cities of India

    – We have broken the reveal part of our twitter campaign #MakesMeAlive, which basically asked users to contribute with their personal stories and moments

    – Together, #InViratsHead and #MakesMeAlive have now garnered more than 30,000 tweets reaching out to 2.5 million people and creating more than 10 million impressions (and counting) in a span of 6 days, giving the campaign more reach and popularity than #WhyThisKolaveri, a hashtag and viral video that had taken not just the nation but the world by storm

     

    Agency comment: “The campaign stays within the ‘Alive is awesome’ realm, but we’ve adopted a slightly different take for deos. Cinthol Deo is about intense fragrances, and Virat fit the bill very well being a passionate, intense competitor on the field. So we said we’d take a peek into his head and see what’s going on inside. And that intensity is something we did not try and put into words, but showed in action,” said Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia.

     

    Client comment: Sunil Kataria, EVP, Marketing and Sales, GCPL, said, “Our new Alive is awesome campaign has been successful in building the desired awareness of our newly revamped product range and packaging identity of the brand. The launch of our new intense range of deo fragrances is sure to surprise and build a strong connect with the young audience.”

     

  • AdStrat: Nihar Shanti

    Subhash Kamat, Managing Partner, BBH

     

    Name of the campaign/ad: Garv se Badlo

     

    The Brief: Convince progressive women to buy Nihar Shanti Amla not just as a hair oil but as a step towards progress. Nihar Shanti Amla not only keeps hair black but also gives women a chance to contribute to children’s education by giving 2% of its revenue from every bottle towards CRY’s projects across the country.

     

    Research insights: Women believed that if the country progressed, their own children would have a better future. Women felt a sense of pride about their responsibility towards their children’s future because they felt that only they could do something about it.

     

    The thought process behind the creative: The challenge was to communicate the product benefit and the emotional benefit with equal emphasis. We positioned Nihar Shanti Amla as a progressive step to be taken with ‘pride’ – the pride of having great, black hair and pride from having contributed to children’s education. The creative device was meant to communicate that every time a bottle of Nihar Shanti Amla would ‘pop’ open, a child would go to school.The hair benefits were subtly weaved into the film’s flow where Vidya Balan plays a teacher.

     

    Media vehicles chosen: TV, print, activation

     

    Key issues kept in mind while executing the ad: The product and emotional benefit should not overshadow each other. Advertising for a social cause tends to be morose or didactic. We wanted to keep it fun, lively and enthusiastic because pride is a positive emotion. We wanted people to feel motivated to do something and not forced out of guilt.

     

    What is the differentiating factor about the ad? The product and emotional benefit is wrapped up in one positive emotion. A lively, high spirited ad with a social message rather than a depressing guilt trip.

     

    Agency comment: Subhash Kamath, managing partner, BBH India says: “This was one idea which seemed to have all the stars correctly aligned, right from the start. The agency team, the client, Vidya Balan herself and Koushik, the director ..all instantly liked the script. It turned out really well in research too… so, we’re all looking forward to seeing the results in the market.”

     

  • 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: Titan: Keeping tags on time

    Somprabh Singh, Marketing Head, Titan

     

    Name of the campaign/ad: Tagged

     

    The Brief: Titan, now a 25-year-old brand, has constantly reinvented itself to remain young and exciting to consumers. From the kind of watch designs it has introduced, to opening up gifting as a platform for buying a watch, to demonstrating how watches can be coordinated with outfits; the brand has always led the way for consumers by staying just ahead of the curve. In the last three years, Titan has renewed its focus on the brand, gradually re-crafting it to become more vibrant, free-spirited, and exploratory. This is reflected in Titan’s new collection, ‘tagged’. This is a collection made keeping today’s 25-year-old in mind – vibrant, youthful watches with colourful dials and straps.

     

    The brief was to present this collection to the 25-year-olds in a manner that connects with their life.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=iYfMi_WnM5c[/youtube]

    Research insights: This is undoubtedly one of the most connected generations. Easy access of internet and mobile devices has made it easy to keep in touch with dear ones. In fact, social networking and instant messaging are the favourite activities among today’s youth. However, pan-India research conducted by Ogilvy revealed a different dimension. Perhaps the greatest contradiction is that the most social generation ever is also the loneliest. Inside the so-called social animal is a recluse. The fast-paced urban life has limited most interactions to the online world. As a result, relationships are getting superficial, lacking in meaning.

     

    The thought process behind the creative: The film reflects the importance of staying connected with dear ones, offline. It reflects the importance of sharing special moments with those you love – the only way to build meaningful relationships. It presents Titan’s point of view, that one has to take time out from one’s busy life to spend time with those who matter the most.

     

    ‘Tagged’ by Titan is an attempt to capture the fascination of the young by juxtaposing the online phenomenon of ‘tagging’ into the physical world with the Titan watch as the key device.

     

    Media vehicles chosen: TV, Internet, Print, Cinema, Radio.

     

    Key issues kept in mind while executing the ad: The brief was to showcase the new ‘tagged’ collection; hence key consideration was to tell an engaging story with the watch at the heart of the plot.

     

    What is the differentiating factor about the ad? The music, while it complements the film beautifully, also has its own identity. This is standout feature not only in this Titan film, but also for most Titan films. We were clear that the product should be made integral to the core narrative so that it enjoys certain omnipresence in the film rather than a disjointed product section in the end.

     

    Client comment: Ajoy Chawla, Vice President, Titan Industries Limited says, “Tagged by Titan is an attempt to capture the fascination of the young professional by using the social phenomenon of ‘tagging’. The film has in a very interesting manner used our products to build on this insight. Titan watches in this commercial are seen being used as a hook to bring together like-minded individuals to share special moments.”

     

    Agency comment: Joono Simon, Executive Creative Director, Ogilvy & Mather, South says, “The Titan film ‘Tagged’ taps into the collective spirit of the young and their need to be a part of something greater than themselves, to set off a game of offline ‘tagging’.” He further added, “The act of ‘tagging’ has certain virality to it and we’d be happy to see young people ‘tagging’ themselves in real life, much like the characters in the ad.”

     

  • 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: Symphony: Cooling off

    Name of the campaign/ad: India Ko Rakhe Cooler

     

    The Brief: To create communication that expands the horizon of the category.

     

    Research insights: India is a country that experiences dry heat or humidity for most of the year. Diverse demographics and varied lifestyles ensure that India’s cooling requirements come in different shapes and sizes. It could be for cooling expansive living spaces, ever-so-small urban living rooms, or even outdoors where you unwind with your family or celebrate a special occasion with a gang of people. Each requirement is uniquely Indian and needs unique cooling devices that work sufficiently, and at the same time, provide excellent value for money.

     

    The thought process behind the creative: Coolers are cooler. They run on the electricity cost of just one or two bulbs, run on inverters well, can be used inside as well as outside and at any time, and provide natural cooling which is healthy and comfortable. This set of arguments is the key message used to create a distinct space for air coolers and in turn expand the market for them.

     

    Executed in a sincere, informative manner, the TVC captures life in India across geographies, age groups and cultures.

     

    Media vehicles chosen: There is a 90-second master with multiple edits running this season. This is a 360-degree campaign which will run across media (print, TV, radio, cinema, digital, on ground, outdoor and social media).

     

    Key issues kept in mind while executing the ad: In our country penetration of any cooling appliance (beyond fans) is abysmally low. Air coolers are the most viable cooling option for a country like ours. They are versatile, cost-effective and healthy. The major challenge was to educate consumer about category benefits.

     

    What is the differentiating factor about the ad? So far all the air cooler campaigns have talked about the product, but this campaign is focused on educating consumers about the category.

     

    Client comment: Rajesh Mishra, GM Marketing, Symphony said, “India is a vastly under-cooled country with penetration of cooling appliances including air coolers being very low. Also, being a power-starved nation, air coolers are the best bet as they consume only a fraction of electricity compared to an air conditioner. Symphony being the category leader, the onus is on us to inform the consumers about the benefits of air coolers. We strongly believe that there is a relevant place for a Symphony air cooler in every home. However, this relevance has not been emphatically established by communication. This year we have made a shift from a specific model communication to “brand Symphony”. This campaign is a result of an extensive workshop that we conducted to arrive at key benefits that need to be communicated. We are confident that this campaign will help in category expansion. Incidentally, this being the silver jubilee year for us, it is apt that we take the stance that we have taken of Symphony – India Ko Rakhe Cooler.”

     

    Agency comment: Ravinder Siwach, Executive Creative Director, Mudra Ahmedabad, said, “Symphony as a brand has always talked in a humorous tone. This campaign is a slight deviation from that tone. The focus is on educating the consumers, present the large Symphony range with its relevance to different people and indeed India as a country where power cuts are commonplace and value proposition is very important.”

     

  • 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: Hitachi: Cooling off, uninterrupted

    Name of the campaign/ad: Life Uninterrupted

     

    The Brief: Win the hearts of the consumers looking to buy an AC through a proposition that connects at an emotive level and is relevant to them.

     

    Research insights: The consumer wants to just switch on his AC and expects to do whatever he does without bothering about comfort & performance. Because, in today’s fast moving life no one likes interruptions.

     

    The thought process behind the creative: To win the heart and mind of the consumers it was imperative to understand what the consumers want. Diving deep into our consumer’s world to find a relevant insight, we took a closer look at our consumer…an evolved mindset, an uncompromising seeker who buys into the best so that he gets consistent performance without any interruptions. And today, in a category where players are desperate to stand differentiated only Hitachi with its iClean technology is not only an innovation in the category, but a true blue differentiator that promises consistent unperturbed comfort.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=K15AlLGErWg[/youtube]

    Using the relevant consumer insight (‘Comfort isn’t comfort if it is interrupted’) and marrying it with the benefits of iClean technology (which not only gives the consumer a hassle free experience but also ensures consistent uninterrupted performance) gave birth to the idea – ‘life Uninterrupted’.

     

    Media vehicles chosen: Television, Print, Outdoor, Digital & POS

     

    Key issues kept in mind while executing the ad: Hitachi being the thought leader in the AC category, we were very clear right from the start that we don’t want to jargonize the technology rather demystify it for the consumer and connect with them at an emotive level.

     

    What is the differentiating factor about the ad? The uniqueness is in the way we have beautifully captured the nuances of daily life and situations that perfectly mirror the sentiment of ease and comfort.

     

    Client comment: Ashok Ray, Head Marketing, Hitachi Home and Life Solutions India Ltd. said, “Our brief was to make an entertaining film which also captures the essence of the product attribute very clearly and that has been achieved. The film is able to communicate the concept very clearly. This will further consolidate Hitachi’s image of being a technologically superior company with amazing products.”

     

    Agency comment: Amit Wadhwa, Senior Vice President,Dentsu Creative Impact Pvt Ltd, said, “The challenge for us was to demystify a technology (iClean), by talking about it in a more consumer friendly language. And deliver it in a way that was typically Hitachi. The beauty of the campaign is that it does all that, in the most simplistic of treatments. The moment we came up with this campaign, the entire team, including the team at the client side, was sure that we had struck the right note. Now, over to the consumers.”

     

  • 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: Tang: Negotiating Kidland

    Name of the campaign/ad: Negotiation

     

    The Brief: The brand has enhanced its product and packaging to deliver both a fruitier taste & nutrition goodness to consumers. We intended a new communication that communicates the ‘fruit powder’ initiative. Tang also wanted to showcase this initiative to their target audience that is mothers and kids through a fun and refreshing TVC.

     

    Research insights: The TVC is based on the insight that the mother-child relationship has evolved over time and that today, kids too want a ‘say’ in the decisions taken for them. When mothers look at kids demands they constantly try to balance the ‘yes’ and the ‘no’. Mothers know what to heed to and kids too somewhere are aware of what to demand. This friendly tussle has been shared in an interesting and engaging way in the new Tang TVC.

     

    The thought process behind the creative: This commercial is set in a fun filled negotiation background between mom and kids and the well-meaning tussle that defines the changed dynamics of modern day parenting. It is based on the insight that the mother-child relationship has evolved over time and that today, children want a ‘say’ in the decisions taken for them.

     

    Media vehicles chosen: The launch is supported with heavy marketing investments including advertising, on-ground engagement, differentiated POB execution and PR.

     

    Key issues kept in mind while executing the ad: Tang has enhanced its product and packaging to deliver both a fruitier taste & nutrition goodness to consumers. In sync with the peak consumption period for the brand (summer), Tang wanted to showcase this initiative to the larger world through a fun and refreshing TVC. The strategy was to capture a powerful slice of life moment in the mother-child relationship, by leveraging a new and relevant parenting insight.

     

    What is the differentiating factor about the ad? The previous campaign was on Tang’s global proposition of ‘Refresh the hero in every kid’. This year the idea was to take the same proposition forward, and also communicate the ‘fruit powder’ initiative while building on the idea that when kids consume good things, they are inspired to do great things – a ‘goodness in greatness out’ proposition.

     

    Client comment: Narayan Sundararaman, Category Director – Beverages, Candy & Gum and Director – Consumer Insights & Strategy at Mondelez International, said, “Tang has been a great success story for us ever since its launch in India and kids love the taste of Tang. Their favourite drink, which is available in three flavours of Orange, Lemon and Mango, has now been made even more delicious, with added fruit powder and vitamin goodness. The TVC captures a very powerful slice of life moment in the mother-child relationship and presents a new parenting insight. It hits the mark and communicates the brand message in the most engaging and Interesting way. This new TVC will kick-off the season and we believe that consumers will see an instant connect with the real life situation played out in the TVC.”

     

    Agency comment: Gajaraj Rao, Ad Director, Code Red Films said, “The new Tang TVC campaign is created to reflect the attitudes of the kids of today, who believe they have rights just as grown-ups do, even if the world is not ready to see it that way. Mothers believe they need to set appropriate boundaries and hence are continually balancing the ‘yes’ and the ‘no’. The new Tang TVC has been developed based on the theme of negotiation and plays on this tug of war between mother and child in a fun way.”

     

    Sagar Mahabaleshwarkar, CCO, Bates CHI said, “Being a father of a 10 year old daughter, this situation replays itself almost every day at home. Kids find new ways to negotiate with their parents. Mothers too give in to the demands as long as the demand is just. This has interestingly been used in our new Tang communication. Sincerely hope moms and kids will enjoy this communication.”