MxMIndia

Category: Media Agencies

  • Creativeland's fresh approach for Godrej Expert puts the colour back into hair.

    New twist to hair colour campaign

    By A Correspondent

     

    There is just one type of hair colour advertising that we normally see on television, one with celebrities explaining the science behind hair colouring as they sit in swanky labs and settings. Creativeland Asia’s film for Godrej Expert portrays hair colouring as a fun social activity, and in sync with the times, discards the embarrassment attached with it.

     

    Depicting hair colouring as no more a chore that is secretly performed in the confines of the bathroom, the TVC, set to a youthful rendition of the Bollywood hit number, ‘Jawan-e-jaaneman’, shows people from diverse social statuses and different parts of the country, unabashedly colouring their hair. From young daughters surprising their mother on her birthday with a hair colouring session for her, to a husband playfully applying hair colour on his wife’s hair as she frantically oversees a wedding decoration, to a man colouring his hair using the mirror of his scooter while a game of street cricket is being played in the background, to a computer astrologer colouring his ‘ponytail’ on the banks of a river, to a bunch of ‘ghoonghat’-wearing middle-class women overcoming their shyness to pick up a pack of Godrej Expert at the supermarket, to three brothers in a typical Gujarati home while their family member applies hair colour for them one by one, to a Parsi woman who colours her hair in the balcony of her home while talking to her neighbour who is getting her son ready for school, to a rockband member in his fifties colouring his hair; the situations offer a peek into the lives of various Godrej Expert users.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=5ZIEMHXfzCc[/youtube]After the voiceover which says, “Jab baat aati hai ek safe, simple aur long lasting colour ki, toh chaar crore se bhi jyada Indians bharosa kartein hai sirf ek hi naam par – Godrej expert’, we see the protagonists post their hair colouring sessions. While the mother of the three daughters does a small catwalk to flaunt her hair, the woman overseeing the wedding decorations now breaks into a dance with her husband admiring her beautifully coloured hair. We see the man checking his coloured hair in the mirror of his scooter, and the Parsi woman being appreciated by the little boy in the neighbourhood with a flying kiss.

     

    Tarun Arora
    Sajan RaJ Kurup

    Tarun Arora, EVP Marketing, Godrej Consumer Products Limited says, “Despite increased competition, Godrej Expert continues to be the largest selling hair colour brand in India. As the market leaders, we sensed a need to deliver beyond just hair colouring, hence we decided to adopt a benefit-based strategy. This brought about the genesis of the Godrej Expert range – available in Original, Care & Advanced variants. The challenge then was how to communicate the functional benefits of these variants and also to make the brand more likeable.”

     

    “Working on Godrej Expert has been an interesting challenge. I am glad we have been able spike something as mass as the powder hair colour category with a lot of freshness, and live up to what Creativeland is known to bring to a brand. The TVCs are extremely sweet and enjoyable. This is obviously only the very first step. And watching the response from our client partners, I look forward to more exciting work on this brand.” commented Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, on working on Godrej.

     

    “The challenge with the campaign was to make functional hair coloring less boring, less inhibited and more acceptable. What makes me happy is that we have managed do it relevantly in the most interesting way possible.” he added.

     

    The film is directed by Ram Madhvani of Equinox Films.

  • My first priority is to build a solid network of talented creative teams and to create a 'boredom-less' and fearless creative culture, says Mr Karnik

    Soumitra Karnik is NCD @ Dentsu

    By A Correspondent

     

    Continuing with the series of senior-level appointments, the Dentsu India Group on Tuesday announced the appointment of Soumitra Karnik as National Creative Director, Dentsu India Group.

     

    Soumitra Karnik joins DentsuIndiaafter a stint at his his creative consultancy company, prior to that he was with JWT,Delhias an Executive Creative Director. In his over eleven years with JWT, Soumitra worked on brands like PepsiCo, Nestle, Hero Honda, Sony, GSK, Congress and Airtel.

     

    Among the campaigns he is known for include ‘Youngistaan’ for Pepsi, ‘Aamsutra’ for Slice, ‘Yaari ki Gaadi’ for Hero Honda and ‘Dil jo chahe paas laaye’ for Airtel to name a few.

     

    Welcoming Mr Karnik to Dentsu, Rohit Ohri, Executive Chairman, DentsuIndiasaid: “Soumitra is a truly gifted creative and great leader. He will partner the creative leaders at DentsuIndiaand me to take our creative product to the next level. Soumitra believes in integrated communication solutions and as a key member of theIndialeadership team, I see him helping us effectively deliver this core Dentsu belief to our clients.”

     

    Speaking on his new role as National Creative Director, DentsuIndia, Soumitra Karnik said: “As far as my role is concerned, my first priority is to build a solid network of talented creative teams across Dentsu companies and to create a ‘boredom-less’ and fearless creative culture. I will also partner our clients in developing thought leadership and strategic superiority in their respective markets by the process of collaboration and co-creation.”

     

    “We have pressed the ‘Refresh’ button at Dentsu and are pretty serious about being the very best, both for our clients as well as our own people. We want to be known as a place with a large heart where people with great minds work. And I can certainly promise a lot of action around us in the coming times,” he added.

     

    Mr Karnik started his career in 1991 with a small-sized advertising agency called Pace. While working at Pace, Soumitra learnt everything from the printing process to delivering release orders for ad releases to various newspaper offices. Next, Mr Karnik joined Percept in 1993 as creative group head from where he moved to a boutique agency Rightangle in 1995. Over his rather eventful stints at Percept and Lowe (then known as Lintas), he has worked on accounts like Hero Honda, Nestle, Maruti Suzuki, The Oberoi Group, Joyco, Xerox and Wills Sport.

     

    After a two-year stint at Rightangle, Soumitra joined Lintas in 1997 as associate creative director, and worked with the agency till 2000. Next, he moved to JWT as creative director, and was later promoted as executive creative director and vice-president.

     

    Dentsu Inc,Tokyocommenced itsIndiaoperations in October 2003 in a joint venture with the Mogae Group. In 2011, the parent company acquired theIndiabusinesses and the new Dentsu India Group became a 100% subsidiary of Dentsu Inc,Tokyo. The new Dentsu India Group comprises three independent, full-service advertising agencies - Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact, a media company, Dentsu Media and a digital company, Dentsu Digital.

     

  • This is not something that will transform people from dull writers to sparkling geniuses in three hours, but will make them figure out, stumble on their own methods and ways of dealing with inspiration, says driving force Prathap Suthan.

    Alt Del to conduct writing workshop

    By A Correspondent

     

    Alt Del (The Delhi Alternative) is conducting a writing workshop, worDomination -make words obey you- on December 3 at the Alliance Francaise, New Delhi from 9 am to 12 pm. The workshop aims to help writers, aspiring, junior, upcoming, jaded, tired, et al.

     

    Elaborating on the workshop, Prathap Suthan, who is the driving force behind Alt Del, said, “I plan to share a few ideas on how to get words listen to people. Or how to get the right words to express. This is not something that will transform people from dull writers to sparkling geniuses in three hours, but this something that will make them figure out, stumble on their own methods and ways of dealing with inspiration.

     

    “I’ll be discussing effective ways that would impact them, and help them come out of the workshop better than ever. Writing is a process, and it’s a lifelong process, but if one is armed with mental tools and guidance systems to impel their talent, they could become more prolific. I believe that words ought to be subservient to writers, and writers need to be the masters of their words. Words cannot be disobedient little things that have a mind of their own. They need to heel, they need to pay obeisance, and they need implicitly listen to their writer. Hence, all the communication that’s gone out on the workshop has been created along the more contemporary theme of ‘domination’. The workshop is called ‘worDomination’- make words obey you.”

     

    The workshop is one of the winter’s many ideas from Alt Del and is open to everyone in the communications industry and not just restricted to advertising professionals.

  • Lavie releases its first ever TV campaign, capturing the essence of the brand, ‘Handbags for the Many Moods of Women’.

    First TVC from Lavie

    By A Correspondent

    [youtube width=”350″ height=”250″]http://www.youtube.com/watch?v=LI7X1r-42OE[/youtube]

    Conceptualized by TBWA, the new television commercial of Lavie featuring the brand ambassador Kareena Kapoor, hits across various  TV channels this season. The new television commercial for Lavie captures the dilemma of the sales person who attends to innumerable women, with varied demands. It also highlights the perplexity of a woman who has a picture of requirement in mind but is unable to convey the same and is trying various options to come to a conclusion of what to shop for. The new television commercial for Lavie is created based on the notion of women with various moods.

     

    Talking about the insight behind the creative idea, Mr Rahul Sengupta, National Creative Director, TBWA India states, “Probably the most complex machine is the mind of a woman. It means one thing while it says something else. The statement is truest of all when a woman is shopping. If you have ever been a brother, suitor, husband or salesman, you will know. Watching this can be bemusing and amusing at the same time.”

     

    The TVC captures the essence of Lavie which has bags for all the moods of today’s jet-setting women.

     

    Mr Sandeep Goenka, Business Head of Lavie says, “Kareena very well resembles the personality of Lavie and the association with her is synonymous with our brand. And with this ad, Kareena captures the essence of shopping, for every woman with her proficient expressions. The Lavie collection offers stylish and accessible handbags for today’s jet-setting women which are now readily available all over India.”

     

    Talking about the objective of the campaign, Mr Nirmalya Sen, Managing Director, TBWA India says, “We aren’t the only brand that claims it has a wide range of styles and colours. But then, that truly is the competitive advantage of this brand – the widest range of colours, styles, genres of handbags. The challenge was to communicate range in a manner that is distinctive and endears the brand to its audience – confident, young, style-conscious women.”

     

    Credits:

    National Creative Director: Rahul Sengupta, (NCD TBWA India)

    Creative team: Rahul Sengupta, Rahul Ghosh, Siddharth Deo, Shagun Seda & Kimberley Flanagan.

    Account Management: Nirmalya Sen, Anand Narayan, Priya Chandni & Geetanjali Sharma

    Planning: Rajesh Sharma & Reny Thomas

    Production house: 30 Secs of Fame

    Director: Uzair Khan

  • Axis bank launches its new campaign created by Lowe Lintas, 'Badhti ka naam Zindagi'

    Axis, banking on life’s growth story

    By A Correspondent

     

    Axis Bank has launched a new brand campaign, ‘Badhti ka naam zindagi’. Having established its credentials as a customer-centric bank, the new campaign aims to highlight the bank as a preferred partner in progress.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=5Ar0AoIAVCs[/youtube]The campaign, designed by Lowe Lintas, features Axis Bank’s new brand philosophy of “success as a never-ending story”.

     

    Speaking on the launch of the campaign, Manisha Lath Gupta, Chief Marketing Officer, Axis Bank said, “Badhti ka naam zindagi or ‘progress on’ is an expression that encapsulates Axis Bank’s belief on the meaning and purpose of life that everyone wishes and works towards. We believe that success today is no longer about having accomplished a goal. It’s about setting newer goals and achieving each one of them. People today feel inspired about their own capabilities and that in turn triggers hope towards a better life.”

     

    R Balki, Chairman, Lowe Lintas, added, “It is fascinating to see how much movies have impacted our lives. When we fall in love there is background music playing in our heads. When we are angry, happy, sad, successful we have begun to see ourselves as actors in our own private film. This is a reality. So to express the philosophy of ‘Badhti ka naam zindagi’ it was interesting to visualize the real journey of life as if it were a film and use a director’s language to plot every step.”

     

    The repositioning of Axis Bank from ‘Aapka Solution’ to ‘Badhti ka naam zindagi’ is an important milestone in the journey of Axis Bank brand. The new campaign marks the evolution of Axis Bank brand from playing the role of a ‘problem solver’ in the customers life, to that of an ‘encouraging and enthusing partner’ by owning an attitude and belief that resonates with the target audience in everyday life.

     

    Axis Bank has also launched two applications, Meri Zindagi ka Safar and Meri Zindagi ki Picture, on its Facebook page. Meri Zindagi ka Safar is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life. The premise is that one is enriched by one’s experiences as one travels, and this helps people learn and grow and progress in their lives.

     

    Meri Zindagi ki Picture lets users compile their images in a showcase of their life’s story.

     

  • The Dentsu India Group has announced the appointment of Shouvik Sarkar as Executive Creative Director, Dentsu Marcom, Mumbai, leading all creative deliveries at the agency's Mumbai operations.

    Shouvik Sarkar appointed ECD, Dentsu Marcom Mumbai

    By A Correspondent

     

    Continuing with the series of senior-level appointments, the Dentsu India Group has announced the appointment of Shouvik Sarkar as Executive Creative Director, Dentsu Marcom, Mumbai. He will lead all creative deliveries at the agency’s Mumbai operations.

     

    Mr Sarkar started his career as a Copywriter at Equus Red Cell in Mumbai where he worked on the India launch of AXN, the Kolkata launch of Shopper’s Stop and Development Credit Bank, Mumbai. Next as Senior Copywriter, Ambience Publicis, he worked on HDFC Mutual Funds, Water Kingdom, Yellow Pages, Westside and Hit. He led the Mumbai campaign for Water Kingdom (city-wide) and the national launch of Yellow Pages, his efforts winning 8 individual silvers and The ‘Ad Agency of the Year’ in the ‘Outdoor’ category at the Advertising Agencies Association of India (AAAI) Awards, 2004.

     

    Mr Sarkar joined O&M as Creative Supervisor where he was an integral part of the team that won the SBI account. He handled SBI and spearheaded the creative output for Hutch, 3G (Hutchison Whampoa). He also worked on the ‘Surprisingly SBI’ campaign, a rebranding exercise for the State Bank of India, in 2005, possibly the largest communications makeover for a PSU at that time. At O&M, his work won two silver Abbys (‘Integrated Campaign’ and ‘Financial Products’ categories), two Effies (‘Big Idea’ Award and ‘Financial Products’ categories) and the ‘Yahoo Big Idea Chair’ Award.

     

    Moving to Dubai in 2007, Mr Sarkar joined DDB, Dubai as Creative Controller. His work helped DDB win The BBC Arabic News Channel and Dell Inspiron accounts. In addition to developing the 360 launch campaign for BBC Arabic News, Mr Sarkar also managed the Parachute Coconut Hair Oil account. On his return to India, Mr Sarkar joined Contract Advertising as Senior Creative Group Head. While managing brands like DNA, Shoppers Stop, Asian Paints, Cadbury and Ask Me B2B, he studied retail consumer behavior, SME advertisers’ mindsets while creating copy to redefine brand perceptions and driving retail sales. Next, he moved to Telibrahma Convergent Communications as Associate Vice-President.

     

    Welcoming Mr Sarkar to Dentsu, Hiroshi Omata, Chief Operating Officer, Dentsu Marcom said, “Shouvik brings a very unique blend of multi-functional expertise to our business. His background of consistently developing effective recognized creative work, combined with his knowledge of digital technologies and a mindset further moulded by his intensive marketing experience – will be of great value to our teams and client relationships. I am delighted to have Shouvik on board and look forward to his work at Dentsu Marcom.”

     

    On joining Dentsu, Mr Sarkar  said, “Fleet-footed communications solutions rooted in consumer insight are the order of the day. Back in time, Dentsu created the distinctly memorable ‘Sar Uthake Jiyo’ campaign for HDFC Standard Life. The mandate is to extend the same magic to other brands. My goal will be to render ‘Tenka musou’ the Japanese adage of being matchless/ fearless to the team and to the work that we do. I would like to deploy the purist marketing learnings now to a role which delivers more meaningful work for clients, and also help Dentsu grow organically.”

     

    Mr Sarkar joins Dentsu from The Lodha Group where as Marketing Manager, he led integrated marketing strategies at the brand, segment and company levels. As part of the core team at Lodha, Mr Sarkar managed their largest product for 2011-12 with average revenues approximating 500 cr m-o-m. While handling the media allocation and spends for the launch, Mr Sarkar also mentored the internal graphic design team at Lodha. His efforts enabled Lodha to win 3 critically-acclaimed International Property Awards in Shanghai.

     

    Prior to Lodha, Mr Sarkar was Associate Vice-President, Telibrahma Convergent Communications. He led business development operations for Mumbai, taking new mobile/digital marketing technologies – QR (Quick Recognition) codes, (enabling print augmentation), augmented reality products to market. Setting up operations from scratch, he supervised a digital campaign for Nike while acquiring new business from brands like Cadburys’ 5 Star and Apple iPhone.

     

    Mr Sarkar graduated in English Honours from St. Xavier’s College, Kolkata. With a Post-Graduate Diploma in Print Journalism from IIMC, he also completed a MBA in Marketing and Strategy from the Indian School of Business.

     

  • The supplement highlights some important scenarios that will help build brands for not just the next few years, but well into the next 50

    DraftFCB Ulka’s Cogito Consulting & Asterii Analytics Release India 2061 Report

    By A Correspondent

     

    Cogito Consulting and Asterii Analytics present a fitting finale to the Draftfcb Ulka Group’s 50 Year Celebration, with a projection of whatIndiacould be when the Group celebrates its centenary. After digesting reports from over 150 sources, more than 1000 pages of data, talking to experts, economists, academics, a concise form was put in public domain on February 29.

     

    Coming from the context and belief that brands have a potential for immortality and last well beyond brand managers and sometimes even companies and owners, it may be necessary to plan for brands well beyond just the next 3-5 years.  The supplement highlights some important scenarios that will help build brands for not just the next few years, but well into the next 50.

     

    Some key aspects of the report on ‘India 2061’.

    • From a pre-dominant rural population today urbanization will lead to rural population constituting to about 43 per cent of the total population.
    • Average life expectancy to go up to 79 years and number of senior citizens to grow from 8per cent  to about 24 per cent  of the population.
    • Within the next 10 years, literacy levels are projected to jump to 95 per cent  with almost complete literacy achieved by about 2030.
    • Internet penetration will touch 92.7 per cent  with over 1592 million users.
    • Per capita income will be up to Rs11,63,000 from the current Rs. 37,000.
    • There will be an estimated 319 million four-wheelers and 573 million two-wheelers making a total of 900 million vehicles on the Indian roads.
    • Number of air travellers will double every decade andtouch 860 million in 2061.
    • Televisions are expected to achieve a 97 per cent  penetration with over 50 per cent  homes boasting of multiple TV sets.
    • Ad spends are expected to grow to Rs33 trillion by 2061 and contribute a wholesome 1.5 per cent  of the GDP.
    • The movie industry acrossIndiawill produce about 2234 films in 2061 i.e. more than all the Hindi movies produced between 1961 and 1991 in India.

     

     

    The knowledge piece has been released in a leading publication and is available on www.cogitoconsulting.com

     

  • The media buying for Jyothy Laboratories is handled by Lintas Media Group as well. Put together, the account is estimated to be around Rs150 crores

    LMG wins Henkel India media buying duties

    By A Correspondent

     

    In a multi-agency pitch for the newly acquired portfolio of Henkel, Jyothy Laboratories Ltd has awarded the media buying responsibility of Henkel brands to Lintas Media Group. Mudra Max will handle the Planning mandate.

     

    The media buying for Jyothy Laboratories is handled by Lintas Media Group and therefore, in a reiteration of their faith in LMG, they have awarded the Henkel business to them as well. Put together, the account is estimated to be around Rs150 crores. The other agencies invited for the pitch were OMD and Mudra.

     

    K. Raghavendra – General Manager Marketing, Jyothy Laboratories confirmed that the media buying AOR  for Jyothy Laboratories Limited and Henkel will be handled by Lintas Media Group and the Planning mandate has been given to Mudra Max.

     

    Suresh Balakrishna of LMG said: “We are extremely delighted to have won the Henkel business. We have constantly delivered on the Jyothy Laboratries brands and therefore, this new win not only encourages us, but also spurs us on to deliver better business solutions to our clients at optimal costs.”

     

    The business pitch was led by the newly-elevated COO, Mr Premjeet Sodhi. “The science that we bring to the process of buying, negotiation, optimization and evaluation, with the help of some of our unique proprietary tools, has made our product truly cutting-edge. We are happy that Jyothy Laboratories has recognized this and this win will ensure that we continuously strive to deliver a better media product to our clients, year after year,” he said.

     

  • Mindshare has launched the first edition of its new quarterly trend series, Culture Vulture, which identifies the Entrepreneurial Spirit of Gen Y across 30 countries globally.

    Mindshare finds Gen Y Entrepreneurial Spirit in Trend Study

    By A Correspondent

     

    Mindshare has launched the first edition of its new quarterly trend series, Culture Vulture, which identifies the Entrepreneurial Spirit of Gen Y across 30 countries globally. The report, which was led globally out of the agency’s Asia-Pacific hub in Singapore, examines over 300 Gen Y entrepreneurial businesses across 38 cities including New York, Buenos Aires, London and Shanghai to understand how the youth’s innovative ideas can inspire and fuel game-changing communication behaviour.

     

    “At the core of this first edition is the belief that businesses need a little bit of reverse mentoring from time to time- big blue chip companies can learn from the nimble and creative entrepreneurs of Gen Y,” said Catherine Williams who heads the series for Mindshare.

     

    The report identified 14 unique global trends that Gen Y-the consumer group, in the 17 to 32 age group (The generation born between 1978 – 1995) has been pioneering to great success in small to medium sized businesses. These include tips from trendsetting tech start-ups, channeling the power of advocacy, and creating a genuine value proposition.

     

    Commenting on the launch of the series, Marco Rimini, Mindshare’s Global Business Planning Leader said, “Understanding trends and popular culture actually tell us more about consumer behaviour than media consumption data ever could.  Our Culture Vulture series has been created specifically to better inform our clients and teams of these trends and inspire original thinking in our media strategies.”

     

    “Culture Vulture is a tool that we will be focusing on in India to dial up the cultural sensitivity of our strategy teams and deliver strong communication & media solutions that leverage cultural nuances. Mindshare is in the midst of executing a study, based on Geert Hofstede’s cultural dimensions, that will bring richness to this endeavor,” said Alok Sinha, Leader, Strategy, Mindshare South Asia.

     

    The report itself draws on ideas and technologies employed by Gen Y entrepreneurs. It is being distributed as a free iPad app, an interactive PDF and as a videos series on Vimeo on Twitter and a Culture Vulture blog.

     

  • Nilesh Naik has been appointed as Senior Creative Director, Percept/H – Bengaluru, effective February 2012. Prior to joining Percept/H, he was working with Dentsu Marcom, Mumbai as Creative Director.

    Nilesh Naik is Senior CD, Percept/H, Bengaluru

    By A Correspondent

     

    Nilesh Naik has been appointed as Senior Creative Director, Percept/H – Bengaluru, effective February 2012. Prior to joining Percept/H, he was working with Dentsu Marcom, Mumbai as Creative Director.

     

    In his new role as Senior Creative Director at Percept/H, Mr Naik will be spearheading the creative team in Bengaluru and will be focusing on developing and strategizing innovative campaigns for the clients.

     

    Commented on the new appointment, Prabhakar Mundkur, Chief Executive Officer, Percept/H, said, “Our Bangalore office is growing from strength to strength. Getting Nilesh on the team is part of our effort to strengthen the creative product at Percept/H.”

     

    Elaborated Mr Naik: “Percept/H is the right fit in terms of brands, the people, and their vision for the place. It’s a great opportunity to create work that’s refreshingly different yet works wonders for the brand.”

     

    With experience of 13 years in the advertising industry, Mr Naik has worked with leading agencies such as Everest, Euro RSCG, Ambience and Bates. He has had the opportunity to work for different verticals namely FMCG, Finance, Real Estate, Publications, Telecom and Insurance, and his creative work has won him several accolades at both local and international award shows.

     

  • Dentsu Creative Impact, Dentsu India's full-service advertising agency, has bagged the creative duties for Tetra Pak

    Dentsu Creative Impact wins Tetra Pak creative mandate

    By A Correspondent

     

    Dentsu Creative Impact, Dentsu India’s full-service advertising agency, has bagged the creative duties for Tetra Pak, the world’s leading food processing and packaging solutions company.

     

    Tetra Pak India delivers aseptic packaging material and processing, packaging and distribution solutions to the Indian food processing industry.  Their customers include leading players, both national and regional, from the private sector as well as the dairy cooperatives. Tetra Pak works in close partnership with the food processing industry to promote consumer and key stakeholder awareness on the importance of aseptically processed and packaged foods, and how they provide benefits of food safety, consumer wellness and environment sustainability.

     

    Rohit Ohri, Executive Chairman, Dentsu India Group said, “We are delighted to partner Tetra Pak in India. The communication opportunity which Tetra Pak offers Dentsu India is very exciting and clearly beyond conventional media. We’re looking at communication across every touch point in the packaged milk and beverage ecosystem. This communication approach is at the heart of Dentsu’s offering in India.”

     

    “Past communication from Tetra Pak has focused on the key message of how Tetra Pak aseptic technology best protects foods like milk and juices.  Our plans are to continue strengthening communication around the Tetra Pak credentials and around our brand promise ‘protects what’s good’”, said Jaideep Gokhale, Communications & Environment Director, Tetra Pak South Asia Markets.

     

    On the choice of Dentsu Creative Impact Jaideep added, “With this premise in mind, we were looking at how the communication task could be addressed with a fresh perspective without losing focus of the imperative to remain consistent and true to our brand personality. With our new agency partner Dentsu Creative Impact, we are now in the process of developing our 2012 campaign which will explore communication channels beyond the conventional.  Our media buying will continue to be handled by Carat.”

     

  • Draftfcb Ulka, Bangalore has created an ad showcasing beautiful women of today, from different walks of life, all coming together to unveil the new ‘sunehra’ Santoor.

    Santoor goes golden for silver anniversary

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=FFcl8OCEd0c[/youtube]

    By A Correspondent

     

    Soap brand Santoor has decided to celebrate its 25th anniversary by documenting the journey of women who have changed with the world, achieving new heights and making a difference.

     

    Santoor started its journey as a sandal & turmeric soap focused on the ingredient benefits. Draftfcb Ulka crafted a benefit-led positioning of a ‘skin that lies about your age’. It was based on a universal insight that looking younger than their age is a big high for women. The creative idea of a mother being mistaken for someone younger has remained consistent for the last two decades. The creative execution however, has kept pace with the changing times and the portrayal of the Santoor protagonist has consistently been refreshed and modernized. The success of the brand – as India’s third largest soap today, is a testimony to the power of the idea.

     

    On the eve of its 25th Anniversary, Santoor has created a new identity for the brand with a new logo and a new pack. It was an opportunity to modernize the brand, make every Santoor user feel proud about the brand and appeal to a wider audience. It was also an opportunity to do something different, while adhering to the brand’s core values of offering younger looking skin. So, to unveil this new identity and create some sense of excitement about the new Santoor, Draftfcb Ulka, Bangalore has created an ad showcasing beautiful women of today, from different walks of life, a photographer, a choreographer, an executive, a musician and many more, all coming together to unveil the new ‘sunehra’ Santoor.  Shot in a picturesque natural surroundings, the films captures the essential nature of the brand promise, goodness of natural ingredients, that come together to offer great skin, that makes you look years younger.

     

    According to Chax, National Creative Director, Draftfcb Ulka, “The film not just celebrates the evolution of women but also celebrates beauty…as anenduring beauty”. According to Siddhi Desai, Copy Supervisor, Draftfcb Ulka, Bangalore, “The new Santoor film is a toast to all the women of today. It is something Santoor hasn’t seen before; it is something the beauty category has never seen before.”

     

    The music and a theme song has specially been composed by Anand for the film. There is a memorable two-line refrain that is bound to resonate with the consumers for a long time.

     

    Directed by Vishal Manglorkar of Milestone Films and shot by cinematographer Sejal Shah, this blockbuster, with its scale, lilting music and beauty is bound to make the brand appealing to an even wider audience and take the brand to a higher level of success.

     

    Credits:

    Agency: Draftfcb Ulka

    National Creative Director:K.S. Chakravarthy

    Creative Directors: Dharmesh Shah, Siddhi Desai

    Client Servicing: Deepak Kohli, Syed Imran, ArathiAravind and Celia Vincent

    Films Co-ordinators: AlpaJobalia, Stanley Christian

    Production house: Milestone Films

    Producer: Fareed Khan

    Director: Vishal Manglorkar

    Cinematographer: Sejal Shah

    Music Director: Anand