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: Bajaj: Cooling with comfort

    Name of the campaign/ad: Ek dum solid cooling

     

    The Brief: The brief was to communicate the “Ultimate cooling comfort in summers through Bajaj Cooling.”

     

    Research insights: The Latest range of Bajaj coolers provides enhanced air throw, thus cooling everyone in the farthest corners of the room.

     

    The thought process behind the creative: Enhanced cooling was communicated by showing the most hardworking individual enjoying his work, thanks to the comfort provided by Bajaj Coolest.

     

    Media vehicles chosen: TV, Digital, Print.

     

    Key issues kept in mind while executing the ad: Communication has to drive the message clearly “Ultimate cooling comfort in summers through Bajaj Coolest”

     

    What is the differentiating factor about the ad? While most of the competition push powerful cooling, Bajaj has decided to concentrate on ‘comfort’ which is the final payoff from cooling in summers.

     

    Agency comment: Kapil Sawant, ECD, Leo Burnett said, “With summers around the corner, the objective of the communication was to highlight the product reality that Bajaj coolers cool everyone and every corner of the house. Thus bringing to life the idea, sab ko aaram milega. The creative rendition translates this by showing those who make others feel comfortable like a masseur, himself enjoying the cooling of Bajaj Coolers. Thereby also underlining the brand promise, Ek dum solid cooling.”

     

    Client comment: Beena Koshy, Sr. GM and Head Brand Development, Bajaj said, “In a lighthearted and simple manner we have tried to bring out the biggest need experienced in summers, the need to feel comfortable. And what could be more convincing than showing a person that is expected to provide comfort, the masseur, to experience it himself. This communication is therefore in sync with what Bajaj Coolest stands for.”

     

  • 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: Danone: Getting the good in

    Jochen Ebert, General Manager, Danone Food & Beverages India Pvt Ltd.

     

    Name of the campaign/ad: Only Good Gets In

     

    The Brief: With the positioning of having the best and most natural ingredients, the campaign has been designed to play on the ingredients story, and to complement that a very important part of the brief was to make the packs hero of the creative. The key challenge was to portray the “natural” qualities of the product and the highest quality maintained from the actual production to the actual consumption of the product.

     

    Research insights: A very important insight that came out of research was that consumers believe that packaged dahi contains preservatives and additives to make it last longer than homemade dahi. This, along with the growing trend of healthier and natural products finding place in consumption habits of the target audience. Thus an amalgamation of these insights was the positioning of “Only good gets in”.

     

    The thought process behind the creative: As the products are the hero of the creatives/ads, it was essential to convey that the products are the best available in the market by being made out of only natural Ingredients and nothing else. The whole thought process was to string together the story of ingredients and the actual experience of consuming the products.

     

    Media vehicles chosen: TV, Outdoor advertising in Mumbai and in-cinema advertising in Delhi.

     

    Key issues kept in mind while executing the ad: The key insight of the consumer’s perception of the presence of additives and preservatives in dahi/yoghurts had to be allayed, thus it was essential that the communication of “No preservative”, “No additives” and “Only good gets in” was communicated in a simple and very clear way.

     

    Agency comment: Illuminations Productions, which produced and directed the series, said, “Danone all this while was one of the most international brands with a huge presence in Europe and America, now for the first time entering India in a big way. So it was exciting to be part of such a huge global brand and we knew we have to live up to the international standards of their commercials. We had to keep not only the quality of live action of the films high but also the quality of the CG integration of the films. One of the main challenges was that how all the films, though different in concept and approach, can have a unified feel of the Danone campaign.”

     

    As told to Meghna 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: Fastrack: Moving on

    Name of the campaign/ad: Move On

     

    The Brief: We wanted a new take on Move On with a short snappy film.

     

    Research insights: We don’t use research but our thought process behind the campaign was that we wanted people to Move On from social taboos and live an uninhibited life.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=YCD2j4q726A[/youtube]Media vehicles chosen: TV and Digital

     

    Key issues kept in mind while executing the ad: The key issues that we kept in mind while executing the ad was the length of the film, simplicity of thought and impact of the final ad.

     

    What is the differentiating factor about the ad? The differentiating factors are the way it has been shot, the stark sets and the music.

     

    Client comment: Arun Iyer, national creative director, Lowe Lintas said, “In the past, we have done Move On, which had a young couple moving on from each other. And then the last one was why the World Moved On, which was a quirky commercial. This time we decided to take on themes, which are conventionally considered taboo. Youth today are not really bogged down or defeated by rules society lays down.”

     

    Agency comment: Simeran Bhasin, marketing & retail head, Fastrack said, “We got the fresh take on Move On and a clutter-breaking film. From the response that we are getting it is clear that the ad has created quite an impact.”

     

  • 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: Zatak: Scenting change

    Pallavi Chakravarti, Associate Creative Director, Taproot India

     

    Name of the campaign/ad: Har Attack Ka Jawab… Zatak

     

    The Brief: In a cluttered category, the task at hand was to differentiate Zatak from all the other players in the market.

     

    Research insights: Grooming is very, very important to our TG. But why is it important? Just to woo women? Or is there a need that goes beyond? A need that requires us to explore avenues other than the oft-used platform of girl-boy attraction? We learnt that the boys and young men we were targeting were extremely career-oriented and ambitious, eager to get ahead in life, despite their comparatively humble beginnings and backgrounds. Keeping this in mind, we realized that the role of a deodorant was much greater than that of a “chick magnet”. It was a confidence booster, an ally that would help them go forth and take on life.

     

    The thought process behind the creative: For every young man out there, who wants to make it big in life, there will be someone who’ll want to pull him down. Aspersions will be cast on his ambitions, his capability, and yes, even his upbringing. The films are stylized stories, where the protagonist does in a dramatic manner what the brand gives him the confidence to do – face taunts and do well in life, despite discouragement from naysayers. Basically, deliver a ‘mooh tod jawab’ thanks to Zatak confidence.

     

    Key issues kept in mind while executing the ad: We wanted the ads to be engaging, entertaining and yet make a point. So while the idea was a relatable one, we decided to execute the ads in a quirky way. After all, nobody likes to be preached to.

     

    Client comment: “Most deodorant brands are marketed on the plank of attraction, with Zatak we seek to recognize the changing face & broad basing of the Deodorant category. Zatak seeks to be a partner of todays’ youth, who irrespective of his background has aspirations to achieve more with life and for whom; a deo is a step in his preparation for life ahead,” said Sameer Satpathy, EVP & Business Head, Marico India.

     

    Agency comment: “Your fragrance underlines who you are, how confident you are and what you’re capable of. In a world where people are waiting to pull you down, Zatak lets you make a statement and shut the naysayers up. Literally. Leading to the creative expression: Har Attack Ka Jawab… Zatak,” said Pallavi Chakravarti, Associate Creative Director, Taproot India.

     

     

  • In this week's AdStrat, we bring you the creative strategy behind the new Verito Vibe ad created by Interface Communication

    AdStrat: Verito Vibe: Sporty & Sensible

    Name of the campaign/ad: Verito Vibe: Everybody Loves Sport

     

    The Brief: The brief was to showcase the sporty styling of the Verito Vibe and also link it back to the mature, sensible virtues of the Verito

     

    Research insights: Motorists in India are growing fed up of road indiscipline, road rage and lack of tolerance towards fellow motorists, besides one-upmanship in terms of racing and not giving way to others. Responsible motoring and a sporting attitude towards others is the need of the hour. Mahindra & Mahindra wanted to tap into this insight through this ad.

     

    The thought process behind the creative: While showcasing the beauty of the car, it was also important to bring out the brand personality of the vehicle through its owner. The sporting nature of the Verito Vibe owner and his responsible road habits were captured by tackling two examples commonly seen on Indian roads – one-upmanship by refusing to give way or allow other motorists to overtake and disrespect towards traffic rules.

     

    Media vehicles chosen: TV, print, digital

     

    Key issues kept in mind while executing the ad: The attempt was to strike a right balance between the sporty styling of the Verito Vibe car, at the same time establish the personality of the brand through the owner.

     

    What is the differentiating factor about the ad? While most car ads talk about the product features and assiciated benefits, the Verito Vibe ad also carries a message – that of being a good sport on the roads and being a responsible motorist.

     

    Robby Mathew

    Agency comment: Robby Mathew, National Creative Director – Interface Communications

    “The challenge was to clad the sportiness of the Verito Vibe with a solid emotional quality. Nowadays, when outracing and outshining others is seen as a virtue, this young man who chooses to lose just so that a little boy’s dad can win, is like a breath of fresh air. It reflects his generosity and the confidence he has in himself and his machine. Importantly, the film celebrates values that are unfortunately becoming extinct in our country”.

     

     

    Vivek Nayer

    Client comment: Mr. Vivek Nayer, Chief Marketing Officer – Automotive Division, M&M Ltd. says:

    “The Verito Vibe compact sedan carries forward the DNA of the Verito – offering the best in class cabin space, excellent drive quality , great boot space, reliable performance, solid safety and excellent mileage.

     

    In addition, it  is a sportier avatar, with some first in class styling elements such as light-streaming LED tail lamps and honeycomb champagne alloy wheels – features that one would usually find in high end luxury cars.  We have thus positioned it as a sporty compact sedan.  At the same time, we wanted to bring out the heritage of Verito. The act of “being a good sport” is a younger, more playful rendition of “Grow Up to Verito” which has been the tagline of the Verito.

     

    The “Everybody Loves a Sport” campaign depicts how the young Vibe owner is a sport and is also very sensible & responsible on the road.  Thus it links Vibe with the core Verito values of being sensible & mature.”

     

    Agency credits:

    Creative Agency: Interface Communication

    Creative Team: Robby Mathew, Alan Rego, Ashok Giri

    Client Servicing Team: Joe Thaliath, Shireen Cama, Santosh Ramaswamy, Goutham Ram

    Planning Team: Vidyadhar Wabgaonkar, Rahul Gujarathi, Anuja Dani

    Films Team: Alpha Jobalia, Mazhar Khan

    Production House: Thinkpot Films

    Director: Manoj Pillai

    Producer: Murali Govindan

     

  • The brief was clear: reinforce Vodafone's network superiority through charming slice of life stories

    AdStrat: Vodafone’s ‘Made For’ proposition

    Name of the campaign:

    Vodafone Network Campaign 2013

     

    The Brief:

    The brief to the agency was to develop a 360-degree campaign that creates perceptual superiority for the Vodafone network among users of other operators and get them to switch to Vodafone. Reinforce Vodafone’s network superiority through charming slice of life stories.

     

    Research insights:

    ‘Network’ is the single biggest driver of brand choice and the reason for customers exiting from a brand. Hence communicating ‘network credentials’ in an evocative and engaging manner, has been a constant endeavor of all telecom brands.

     

    In the initial phase of market development, Vodafone decided to focus its communication activities around Vodafone’s excellent network and connectivity. Hence the tagline: “Wherever you go, our network follows” for the campaign, wherein the pug represented Vodafone’s network. The campaign made the brand synonymous to an omnipresent network and gave it the stature of a constant companion.

     

    The next round of Network communication happened last year and the focus of the communication was shifted to ‘quality through connectivity and voice clarity’ which helped in building a stronger customer perception on network quality.

     

    Research helped identify the key parameters in the perception of a good quality network  – instant connectivity, voice clarity and call continuity (no call drops).

     

    Further, market research showed that post running the campaign there was a marked improvement in our Network perception.

     

    On customer experience, Vodafone rates higher than any other network.

     

    The challenge going forward is to translate the superiority of experience that we enjoy with our customers to be the perception across all telecom customers.

     

    The thought process behind the creative:

    Every day Vodafone users push the limits of our Vodafone network a little bit more.

     

    They are always trying to make phones calls from unlikely places like an underground metro or a basement disco; they have really long conversations with their girlfriends, they make phone calls from noisy places, they use mobile data for downloading or streaming heavy files etc. Some of these truly represent the strength of our network.

     

    Details of the Campaign:

    Keeping this insight in mind the ‘Made For’ proposition was zeroed in on. The Vodafone network is dependable, robust and made for living up to these torture tests. The television commercials capture everyday human stories which test the network.

     

    Media vehicles chosen:

    It will be an extensive 360-degree campaign that will be led by television. The ‘Made For’ proposition will also be extended contextually in print, outdoor, digital, radio and on-ground.

     

    What is the differentiating factor about the ad?

    The entire campaign has been conceptualized and developed on intuitively charming everyday human insights that an entire cross section of the audience can relate to.

     

    Credits:

    Agency: Ogilvy Mumbai & Team Ogilvy

    Production House: Nirvana Films

     

  • DDB Mudra COO Pratap Bose takes charge from Shashi Sinha, CEO, IPG Mediabrands & Lodestar UM

    Continuing education, not awards to be focus of new Advertising Club prez

     

    By A Correspondent

     

    DDB Mudra Group Chief Operating Officer Pratap Bose was unanimously elected President of the Advertising Club. He replaced Shashi Sinha, CEO, Mediabrands India and Lodestar UM, who held the post since 2011.

     

    Speaking on his priorities, Mr Bose said that while awards (like the Abby, Effies and recently held Emvies) are important activities of the Club, his priority will be continuing education programmes for the industry.

     

    Mr Bose and 14 others would constitute the office bearers and managing committee of the Ad Club, the country’s premier advertising club constituting members of the advertising, media and marketing fraternity.

     

    Other officebearers include Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group (Vice President), Raj Nayak, CEO, Colors (Secretary), Ajay Chandwani, Director, Percept (Joint Secretary) and Umesh Shrikhande, CEO, Taproot India (Treasurer)

     

    The managing committee members are:

    in alphabetical order of last names: Punitha Arumugam (Google), Bhaskar Das (Zee Media), Kunal Jeswani (Ogilvy & Mather), Harit Nagpal (Tata Sky), Rohit Ohri (Dentsu), Josy Paul (BBDO India) and Ravi Rao (Mindshare).

     

    While outgoing president Mr Sinha (IPG Mediabrands, Lodestar UM) continues as Immediate Past President for a period of two years, Sunil Lulla (Times Television) and Prasanth Mohanachandran (AgencyDigi) have been co-opted on the committee.

     

    Said Mr Kakar on the constituting of the Ad Club’s top deck: “This year we are fortunate to have a very senior and strong committee comprising people who are not only committing their names but also their invaluable time to the common good of our industry,” Mr Bose too is happy with the core team. “It’s a good mix of people from across the spectrum,” he said.

     

    The Advertising Club annual general meeting was held in Mumbai on Wednesday (September 11) and the managing committee and officebearers were elected for the year 2013-14. The committee members can seek re-election next year.

     

     

     

    If processes are clear, there will be no problems with Creative Abby: Pratap Bose

     

    The new Advertising Club President’s has a day job that possibly has him work beyond 24×7. As Chief Operating Officer of the DDB Mudra Group and a member of the agency’s operating board, Pratap Bose joined DDB Mudra from Ogilvy & Mather in 2008, where he worked for 15 years in various capacities, and went on to become its youngest CEO in 2006.

     

    Excerpts from an interview with Bose where he speaks on his priorities, a problems-free Abby and how he hopes to drive the Ad Club forward.

     

    What will be your priorities as president of the Advertising Club:

    For a long time, the perception has been the Advertising Club is the purveyor of awards. While awards are important and they recognise the best in class, for me the focus is going to be on continuing education programmes. Giving back to the community in various forms - by not just awards, but also education, seminars and learning via interacttion with personalities.

     

    Speaking of awards and the Creative Abby specifically, while a lot has been cleansed, it touched a new low this year.

    Remember, the Emvies and Effies go without a hitch. It’s only with the Creative Abby. Mind you, there were no issues the year before. Last year, there were a couple of things that sprung up but we realise that these issues can easily be fixed. What I am looking to do is to institutionalise a very transparent and frank discussion on what needs to be done with all stakeholders well before Goafest. I am a strong believer that if you have a process that has a buy-in from everyone and it’s not a diktat, things will sort themselves out. If the processes are clear and there are no ambiguities, we should have no problems whatsoever.

     

    Some agencies have had reservations about going to Goa. Any thoughts of shifting the awards back to Mumbai?

    It’s not a Goa versus Mumbai debate in my mind. As long as the process is clean and you are fair, rational and honest, I don’t think there’s any issue about Goa and Mumbai

     

    The Bombay has been dropped from Advertising Club, how successful has the move to go national been?

    I think we’ve made a start. I believe the local ad associations - whether in Delhi, Kolkata, Bengaluru and Chennai should co-exist. We are happy to have them on board… at the end of the day, we are one community. The whole idea is to be inclusive and work for the betterment of the industry. We have made some progress by having the awards judging of Effies and Emvies in Delhi. And there’s no reason why it can’t go beyond Delhi. We could extend to Kolkata, Bengaluru…

     

    What else in the next two years?

    Well, we are going to looking at all forms of communication. We are talking of a two-day workshop for the entertainment industry and looking at people to help us on film production. So, it’s not just talking to creative guys or planners. We are also looking at developing a new website, a new logo, be relevant on Twitter and Facebook. All in all, lift the image of the club and not just an awards club.

     

    All this is going to take a fair bit of time… how do you take care of your day job at DDB Mudra?

    (laughs) Well, that’s the reason why I have picked a nice mix of people. I am going to entrust each of them with a responsibility that’s clearly defined and they will all take things forward.

     

    		  

    Abby should continue in Goa: Shashi Sinha

     

    IPG Mediabrands and Lodestar CEO Shashi Sinha on his two-year term as Ad Club President, the Creative Abby controversy and the demand to bring the Abby back to Mumbai

     

    The IPG Mediabrands and Lodestar CEO Shashi Sinha is widely regarded as ‘Mr Consensus’ in the Indian advertising and marketing industry. Known to take the industry along in whatever he does which may require wielding the stick at times, Mr Sinha is credited with cleansing Ad Club’s Creative Abby awards process a few years back. In a short interview with MxMIndia, Mr Sinha speaks on on his two-year term as Ad Club President, the Creative Abby controversy and the demand to bring the Abby back to Mumbai

     

    How do you feel relinquishing charge after an eventful two years as Ad Club President?

    Mixed feelings, frankly. We successfully moved from Advertising Club Bombay to Advertising Club, and making it more national in character. We’ve done well financially. Goafest and the Creative Abby was a problem last year, though my first two years were excellent

     

    Any unfinished agenda?

    We started with other markets very well, but I wish we had done more on continuing education. I think we got stuck with awards and the plan to go to smaller towns couldn’t be done.

     

    And the Creative Abby controversy. Any solutions, as you look back?

    We discussed that in the meeting. The solution is that there are rules, put them down clearly, publish them and let there be no deviation.

     

    There is a demand for the Abby to be held in Mumbai and not in Goa

    Goafest brings the industry together, and I think we should continue to have the Abby in Goa. We are one industry and it shouldn’t be a divided house.

     

    Do you think the Abby should be given to a private operator like it is at the Cannes Lions?

    Right now, the Abbys are for the industry and by the industry. While we make profits that’s not our primary objective. I think when you hand it over to a private player, the entry and delegate fees will go up dramatically.

     

    What next?

    I am already actively involved with BARC, heading the technical committee. In fact the last two months that has taken priority over most other things, but I am happy with the way things are going on that front.

     
  • With Airtel & Vodafone already well entrenched into their data journey, Idea had the challenge to find a unique take on mobile internet in the 'ullu banoing' ad

    AdStrat: Idea Internet: No more foolin’ around

    Arun Iyer, National Creative Director, Lowe Lintas, India

     

    Name of the campaign: ‘Idea Internet lagoing, India ko no ullu banoing’

     

    The brief: With a focus to grow from a mobile broadband business and position itself as a strong data network services, Idea wants to demystify data services to the larger Indian population by giving its own unique cut of “a telephony idea that can change your life”.

     

    The challenge: With Airtel & Vodafone already well entrenched into their data journey, Idea had the challenge to find a unique take on mobile internet, that helps the users to own an appropriate mobile internet.

     

    The approach: The way it was to be done is to dip into an interesting cultural truth that consumers across the country can identify with, and resolve it using Idea’s data services.

     

    A common phenomenon in almost every part of India, is how some people to make money or gain benefits, tend to take advantage of the ill-informed by coloring the truth or concealing the facts. One can see it everywhere; from some autos to taxis taking a longer route if you are new in a city, to big scams like selling off disputed land to a third party. This manner of making a fool of someone is colloquially called “ullu banana”. So what can Idea resolve here?

     

    The team felt if information is the key to this problem, then Idea can resolve it by offering information on fingertips through its data services. Idea can offer instant access to information through the internet or other services such that Indians are no longer ill-informed and can be saved from these big and small con artists.

     

    The creative idea: ‘With Idea internet in hand, no one will get conned’ when rendered in a creative way led to ‘Idea Internet lagoing, India ko no ullu banoing’

     

    The execution: The approach to communicate this message was through an informative yet funny film that showcases occasions where people usually misuse information to their advantage. But, their lie is exposed with the instant access to information on phone through Idea’s data services. Example: A guide lying to tourists who then search on the web and the truth is exposed; to a man dropping names to escape a cop but is caught etc. All the while the dominant message being – now with Idea’s data services nobody can fool anyone in India.

     

    Credits:

    Creative: Arun Iyer, Ashwin Varkey, Jaywant Dhabholkar, Carlos Pereira, Subodh Menon, Sanjay Ramanathan, Sebastian Gonsalves, Vivek Buchude, Rohan Wakkar and Prasanna Bhave

     

    Account Management: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Muralikrishnan, Sneha Saha

     

    Planning: S Subramanyeswar

     

  • Ad Strat: Making ‘Her Ghar’ a reality

    Campaign Name – SBI Home Loan ‘Birthday Gift’

     

    Client: State Bank of India

     

    Brief: SBI understands the significance of owning a home and the importance it plays in one’s life. The TVC tries to capture this emotion, wherein the husband gift’s a house to his wife on her birthday while the son gifts a self-illustrated painting of the family with their ‘own’ home. The emotional gratification of owning your ‘own’ home executed in a manner that is simple yet endearing. The call to action is compelled by reduced interest rates, lower EMIs and longer tenor from India’s largest home loan provider – SBI.

     

    The Execution:  The advertisement should have a strong emotional peg that holds the viewer, while the reduced interest rates and other tangible benefits appeal to the rational. Tag the special home loans for women ‘Her Ghar’ to create awareness for it.

     

    Creative Idea: The emotional gratification of owning your ‘own’ home executed in a manner that is simple yet endearing. The call to action is compelled by reduced interest rates, lower EMIs and longer tenor from India’s largest home loan provider – SBI.

     

    Credits:

    Creative Agency -  R K SWAMY BBDO

    Agency Heads – Sangeetha N – President (West) & ECD;  Shailen Sohoni – COO, Mumbai

    Creative Director – Mukesh Anand

    Copywriter – Mukesh Anand, Vikrant Dange

    Art Director – Tapas Pal, Sagar Shriyan

    Illustrator – Chandrakant Dhuri

    Agency Film Dept: Manoj Nair, Laxman Singh

    Client Servicing Team – Atul Dube / Lennon Andrades

    Director – Muni Agarwal

    Production House – Anonymous films

     

  • The entire Skybags film is about people wearing backpacks walking or doing things backwards

    AdStrat: Making ‘back the new front’

    Brand Name: Skybags

     

    Campaign Name: Back is the new front

     

    Ad brief: Launch of new range of backpacks for 16 to 25 yrs TG with a shift in imagery from being a luggage brand to a style companion. John Abraham continues to be the brand ambassador.

     

    The Insight

    Everybody likes to show their stylish side first.

     

    Description of the TVC

    The entire film is about people wearing backpacks walking or doing things backwards. John is amused as to why they are walking backwards when in the end he realizes that the backpacks look so stylish that people show their backs first and hence ‘back is the new front’.

     

    Client speak: Sudip Ghose, VP – Marketing, VIP Industries

    “There is a definite gap in the market for stylish backpacks. Most professional bags are either black or boring. Skybags, being a stylish bags brand now introduces new ‘styling’ backpacks for the city youth. The new collection is high on style, with interesting play of style and colours, designed to meet daily travel need of college goers and young professionals. We have also introduced first time in India, polycarbonate hybrid backpack, taking style to next level.”

     

    Creative speak: Rahul Nangia, Chief Creative Officer, West & South, L&K Saatchi & Saatchi

    “The intent is to make backpacks a style accessory. Which is why, we placed Skybags in a world where everyone puts their backs in front. And John is the odd man out, who is not in on the secret yet. It was an exciting film shoot and the director Anupam Mishra has brought a fresh look to it”.

     

    Credits:

    • Creative Agency: L&K Saatchi & Saatchi
    • Creative Team: Rahul Nangia, Amit Acharekar, Pradeep Yeragi
    • Account Management: Debarjyo Nandi, Shazin Motorwala
    • Film Director: Anupam Mishra
    • Production House: Crazyfew Films
    • Producers: Urfi Kazmi, Viraj Gawas
    • Other media: Digital, Print, POS

  • AdStrat: Ceat Tyres: Banking on ‘superior grip’ offering

    Objective:

    • To increase awareness about wide range of CEAT SUV tyres
    • The primary focus to be on “superior grip”, which is the core proposition provided by CEAT brand
    • The campaign intends to position CEAT Tyres, as a savior in unsafe accident-prone situations coming in the way of one’s journey

     

    Brief:

    • CEAT communication strategy has always been led by strong consumer insight. And consumer insight here was how people follow superstition blindly out of their anxiety for a safe journey
    • To create buzz around the brand communication, which allows the brand to enter the purchase consideration set among SUV owners
    • To leverage strong visuals to bring out the core proposition of the product in full glory

     

    Execution:

    • The TVC showcases how people pacify their anxiety for safe journey by adhering to superstitious beliefs, while ignoring the condition of the tyres of their SUVs
    • The TV campaign will have two distinct creatives taking on two different journey related superstitions. At the same time the campaign will also highlight the importance of the tyre with the focus on the ‘Superior Grip’ proposition by CEAT
    • While the brief did not have celebrity as the face of the campaign, it was only decided after listening to the scripts to leverage a celebrity like Irrfan Khan, who adds important values of credibility and premiumness
    • As Irrfan is known for being choosy about his films & brand endorsements, this association promises a unique exciting proposition
    • Irrfan is very relatable with people across India with his strings of movies successes in Bollywood and Hollywood. He is a self-made man, who’s created his own identity in the industry without Godfather
    • The creative was made keeping in mind CEAT tyres promise of “superior grip” while on the road and ensuring safety during the journey

     

    Client quote: Prabhakar Tiwari, General Manager, Marketing, CEAT Tyres

    “We at CEAT conceived this campaign based on a strong consumer insight around blind belief on journey related superstitions. We have a credible face in Irrfan to give this simple message about tyre being the real saviour in any journey. The approach will be 360 degrees in naturekeeping TV and digital as lead mediums. We plan to be innovators in SUV tyre segment by creating fresh marketing approach.”

     

  • Many in the advertising and media business are hopeful that Goafest 2013 will be successful with go-getter Srinivasan ‘Sundar’ Swamy as chairman of the organising committee

    Adland bullish on Goafest 2014 with Sundar Swamy incharge

    By A Correspondent

     

    We all know of the mess that Goafest, the annual adfest of India’s advertising and marketing services industry, has been in. The Advertising Agencies Association of India delayed the announcement of the date for reasons best known to it. And there were reservations from many of the top ad agencies on their participation in the Creative Abby.

     

    Already the reputation of Goafest had taken a beating last year with charges of plagiarism and scam advertising impacting the credibility of what’s decidedly the mainstay of the event: the Creative Abby. “Ogilvy not participating in the Abby is like Brazil pulling out from the World Cup Soccer or China from the Olympics,” said one organiser and ad honcho on anonymity.

     

    The last straw in the mess on Goafest was the stepping aside of Nakul Chopra as chairman of the Goafest Organising Committee earlier this week. The many delays in the dates meant that Mr Chopra would have to stay back from work for too long, and that’s something he could ill-afford.

     

    But the appointment of Srinivasan Swamy, better known in the business as Sundar Swamy, is said to be a masterstroke. Said the organiser-cum-honcho we spoke to earlier: “There are few people in the business who you can never say no to. Sundar is one of them.”

     

    A member of the India chapter of International Association of Advertisers cites Mr Swamy’s can-do attitude and a gentle mix of delegation-and-monitoring as the reason why IAA has superactive in the last two years. “There was no brief for the IAA to do what he has done. But Sundar achieved what Ad Club, AAAI and several other clubs and associations ought to be doing.”

     

    Yet, said the honcho, it’s interesting that Mr Swamy has taken on the responsibility when it’s indeed a tall order given that the odds stacked against it.

     

    Mr Swamy’s statement that the 2014 edition will be bigger and brighter may be looked at by many with a “let’s wait and watch”, but the balls have started rolling. The hotel has been tentatively booked, the dates are nearly sealed, and by shifting the proceedings indoors, there is hope that the heat generated around is more by the proceedings than the weather.