MxMIndia

Category: ADVERTISING

  • Life ka Balla, a twitter contest launched by Yuvraj Singh, saw major traction from the followers of Yuvraj. The contest was viewed by more than 1.6 million followers in less than 4 hours

    Yuvi’s Twitter contest sees 1.6mn views in under 4 hours

    By A Correspondent

     

    Life ka Balla, a Twitter contest launched by Yuvraj Singh, saw major traction from the followers of Yuvraj. The contest was viewed by more than 1.6 million followers in less than 4 hours. The southpaw, who made an unbelievable comeback in cricket by scoring a magnificent double century in the ongoing Duleep Trophy, encourages the public at large to share their hard-fought moments of life on Twitter through this contest.

     

    The contest has already received overwhelming response from the ever growing fans base of Yuvraj with post including ‘winning best student award’ to ‘climbing the Himalaya’ to ‘buying the dream house’ to ‘getting married and getting a child’. The responses were posted by people of all age group across the globe.

     

    Yuvraj’s tweet: @YUVSTRONG12: Playing for Team India was always my dream. I planned for it and here I am! Truly one of my best #LifeKaBalla moments yet.

     

  • Platinum Guild International (PGI) has come out with a new film to further embellish the idea of love happening after marriage, a thought that was reflected in their first Platinum Day of Love film

    New ‘married love’ TVC from Platinum Guild

    By A Correspondent

     

    Platinum Guild International (PGI) has come out with a new film to further embellish the idea of love happening after marriage, a thought that was reflected in their first Platinum Day of Love film. Once again created by Metal Communications, the film has just gone on air across India.

     

    Narayan Kumar, Chief Creative Officer, Metal said, “We thought it was time to take the Platinum Day of Love concept one level deeper. The story would still be about a young couple inside of an arranged marriage, but with an added emotional dimension.”

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=vhEj55-Gobc[/youtube]

    The film begins with a young bride packing her suitcase for her first visit home after marriage. We can tell she is excited as she packs all the various gifts that she has bought for all her loved ones at home while her supportive husband looks on. Even though there is excitement and anticipation of the impending reunions, it is only a matter of moments before the couple has to deal with the pangs of their first separation.

     

    Commenting on the film, Mr Kumar elaborated, “That is the real life based, plausible context we based our story on. Such a story allows for the blossoming of real love in a credible situation. We laid a lot of emphasis on realistic details in both casting and storytelling so that it would ring true.”

     

    Speaking on the campaign, Vaishali Banerjee, Country Manager India, Platinum Guild International said, “Being a very precious metal the world over, platinum is symbolic of emotions and moments closest to your heart. This new rendition is about how most Indian couples want to balance the tradition with the modern life they seek. The campaign draws parallels between the unchanging and permanent nature of platinum and everlasting love in a marriage.”

     

    Mr Kumar added, “We also added a new, closing tag-line to reflect not only the quality of what real, genuine love is but also the unchanging nature of platinum itself: Platinum. Because real love can only begin, never end.”

     

  • 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: Easy, anytime shopping with Myntra

    Agnello DiasAgnello Dias, Chief Creative Officer, Taproot India

     

    Name of the Campaign/Ad: Myntra.com – Real Life Mein Asia Hota Hai Kya?

     

    The Brief: The new TVCs have a clear objective of showcasing the wide range of products and convenience of shopping on Myntra.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/user/myntradotcom[/youtube]

    Research insights: The TVCs highlight the fact that shoppers have access to over 500 brands ‘anytime, anywhere’ and easy product return with the tag line ‘goods once sold can always be returned’. So it’s the promise of convenience at a click of a mouse and assurance that if not satisfied then it can be returned.

     

    The thought process behind the creative: The first film depicts a boardroom setup where three colleagues stumble upon Myntra while in a meeting and start visualizing stylish models walking on the boardroom table as they scroll through the website. The second film shows a finicky female shopper who wants to return her dress for unreasonable reasons and her request is immediately accepted by Myntra.

     

    Media vehicles chosen: The new TVCs are being shown across most GEC channels. Along with television ads, Myntra will reach out to its audience online with an innovative digital campaign on portals like Yahoo and YouTube which builds on the theme of the TVC. Myntra made the commercials available exclusively for its 7.5 lakh Facebook fans a day before they were aired on national television.

     

    Key issues kept in mind while executing the ad: Agnello Dias, Chief Creative Officer, Taproot India added, “This is a further extension of the original campaign thought – ‘Real Life mein aisa hota haikya?’ which had worked very well for the brand the first time round. Myntra does indeed have a wide range of fashion brands parading on the site at any given point in time and we thought it would be interesting to dramatize that fact by exaggerating the grand parade of fashion apparel through a catwalk in a place and at a time when one least expects it. Similarly, the second TVC emphasizes on a core offering of Myntra – hassle-free return and exchange.”

     

    What is the differentiating factor about the ad? This is a step ahead from the previous campaign focused on demystifying myths about online shopping by communicating the key benefits of shopping with Myntra.

     

    [youtube width=”400″ height=”220″]https://www.youtube.com/watch?v=T3etshTW-vc[/youtube]

    The TVCs were conceptualized by Mumbai based advertising agency, Taproot. The film was directed by Prashant Issar and produced by Radhika Sawhney from Tubelight films. Maxus is managing the media placements of the TVC.

     

    Client comment: Mukesh Bansal, Founder & CEO, Myntra.com said, “Having created a successful campaign showcasing the benefits of shopping online, we are now extending our communication to a wider audience with two new TVCs. This campaign is aimed at showcasing our entire range with shoppers being able to mix and match from our wide catalogue. With over 500 fashion brands, we are further consolidating our leadership position in the online fashion and lifestyle space”.

     

  • A number of people have been proudly putting out ‘I am at Starbucks!’ tweets. And to think it's just a bloody coffee joint, writes Anil Thakraney

    Anil Thakraney: Starbucks: Power of a brand

    By Anil Thakraney

     

    The night before Starbucks opened its gates to India, I was dining with some friends at Trishna (Kala Ghoda). After we finished with our prawns and fish, we decided to drive by Horniman Circle to check if Starbucks was already in operation, and whether it looked as fancy as some media reports had suggested. The outlet was still to be born, but I was stunned to see all the crowds that had collected there, the heavy action that was underway to give the coffee shop the finishing touches. With major light and sound rehearsals, stuff that even Shah Jahan would not have conceived of when the Taj was first thrown open to the public.

     

    And of course, the social media has been going crazy over the event. A number of people have been proudly putting out ‘I am at Starbucks!’ tweets. The maha excited reviews in the media have only just begun. And to think Starbucks is just a bloody coffee joint! Although I am not a coffee drinker, I did try out their stuff once on a visit to New York City. And must say I found the potion to be utterly expensive and totally distasteful. Though the loo was quite clean, so I didn’t really leave the place in a huff.

     

    This tells me two things about us desis: One, that we are still a wannabe nation, nothing much has changed in the last two decades. Then, I spotted a long queue at Linking Road in Bandra, when McDonald’s opened shop in India. And it’s ditto at Horniman Circle today. Two, that we are a brand-starved nation. Clearly, India’s teeming masses want the best of the world, there is heavy demand but poor supply. This is great news for all those multi-brand retail outlets who want to come here. I can already see huge crowds inside and outside Wal-Mart and Tesco. Not to speak of IKEA. Now if only our short-sighted, small-minded politicians would let it all happen.

     

    ***

     

    PS: Very interesting article on whether media companies must list down social media usage guidelines for journalists, even if they happen to be freelancers. My belief is that they should. Because whether we like it or not, tweets and Facebook updates posted by journalists do get associated with their employers by most readers. Even if the journos choose to be in denial of it.

     

    Link: http://publiceditor.blogs.nytimes.com/2012/10/17/after-an-outburst-on-twitter-the-times-reinforces-its-social-media-guidelines/

     

     

  • Coke's new positioning for the Diwali season is: 'Saath khao, khushiyaan badhao'. Good stuff, and there are many reasons why I like this approach

    Debrief: Coca-Cola: Tremendous insight

    By Anil Thakraney

     

    Coke’s new positioning for the Diwali season is: ‘Saath khao, khushiyaan badhao’. I like the consumer insight, it originates from the ancient proverb: The family that eats together stays together. And it’s most valid in the Indian context because we folks believe in the idea of the family as a single unit. Look around you at restaurants… the number of tables occupied by hanste khelte parivaars is likely to be far higher than those occupied by couples and singles.

     

    The TVC features a large family at the dining table. As they bond over food and Coke. It’s a very simple treatment, there are no dialogues, and typical family interactions are captured through expressions. A strict dad who won’t relent to his son’s demands. A granny with an emotional tale to tell. A disinterested kid who later begins to enjoy the family time. And so on. All the things that usually happen at a family table.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=XP6sPhwmDag[/youtube]

    Good stuff, and there are many reasons why I like this approach. There are no celebrities in the ad, only regular people. The music track is very cool, it adds to the liveliness of a happy family gathering. ‘Saath khao, khushiyaan badhao’ further strengthens Coke’s ‘Open Happiness’ idea, so they haven’t gone away from that. And despite the lack of a storyline, the TVC entertains. I particularly like the last touch. A mobile phone buzzing away in a corner and no one bothers to answer it. This is family time you see, the ‘Airtel zaroori friend’ can wait! Brilliant!

     

    Rating: (On a scale of 1-5): 4. Cool insight backed by endearing creative

  • VivaKi Exchange has announced the appointment of Tarun Nigam as COO for Vivaki Partnerships, a focused initiative to pursue partnerships with local full service agencies and media agencies in Tier 2 & 3 markets across the country

    Tarun Nigam to lead VivaKi Partnerships ops

    By A Correspondent

     

    VivaKi Exchange has announced the appointment of Tarun Nigam as COO for Vivaki Partnerships.

     

    VivaKi Partnership, a special unit housed under VivaKi Exchange, is a focused initiative by VivaKi, to pursue partnerships with local full service agencies and media agencies in Tier 2 & 3 markets across the country. These partnerships are in the form of exclusive relationships to support the agencies on their strategic product, and provide value-added services. Additionally, VivaKi Partnerships also works with small size advertisers to help them achieve better pricing value on their media spends.

     

    Commenting on the appointment, VivaKi Exchange CEO Mona Jain said, “Our game is changing. To write the next chapter of VivaKi Partnerships, we were looking for someone who has the right mix of maturity and hunger, someone with a broad exposure to communication and marketing and who comes with a business, not just media, bias. Tarun fits the bill nicely.”

     

    An MBA in Marketing from Philippine Christian University, Manila, Mr Nigam  has over eighteen years of experience; the first four years were in pioneer TV production and marketing house United Television [UTV] and next eight in WPP Media [Mindshare, Maxus and MediaCom], and most recently at Starcom MediaVest Group. In his stint at WPP’s various agencies, he worked on accounts such as Gillette, Ranbaxy, Hero Honda, LG Electronics, American Express, NIIT and Monte Carlo. Before he moved as office head for MediaCom Delhi earlier this year, he led several clients at Maxus, including the large and complex Hero Honda AOR. At Starcom, he has serviced Samsung, Aircel, Educomp and many other clients. Most recently, Tarun played a key role in streamlining SMG India’s operations by taking on the additional responsibility of National Director Business Impact.

     

    Describing this move, Tarun Nigam said, “I really liked the model of VivaKi partnerships and felt that the role is the right fit for me. I am looking forward to taking VivaKi partnerships to the next level”

     

    Mr Nigam will be based in New Delhi and report directly to Ms Jain.

     

  • in the absence of public sympathy, whatever little hope Mallya has of a government-led bailout begins to fade. What is truly incredible is that in the face of such a mega challenge, he continues to be bombastic!

    Anil Thakraney: Mallya’s image is working against him

    By Anil Thakraney

     

    All that’s gone wrong with Kingfisher Airlines has been discussed enough in the media (I too have posted on this in the past), so there’s nothing more to add. One can only grab a Kingfisher beer, sit back, and quietly watch the airline go down the tube. Clearly, there’s no scope for a turnaround, so utterly horrid is Dr Mallya’s business model.

     

    However, I think the reason why there is so much public anger against Kingfisher is not just because the innocent employees remain unpaid, not just because the wife of an unpaid staffer killed herself, it’s because of Vijay Mallya’s own flamboyant image. All those yachts, the lavish parties, the wild IPL celebrations, the frantic air kissing… it’s all come back to haunt the man. And these images are being beamed right next to the images of protesting employees on the news channels. That his equally high-life living son has been posting floozy tweets is adding to Mallya’s already overflowing mug of woes.

     

    The colourful imagery is projecting the man to be deeply insensitive to his starving employees (even if that’s not the case), and that, for any organisation chief’s image, is akin to corporate hara-kiri. The Indian junta will never accept the idea of a man having a good time while his ‘family’ suffers. This goes against the grain of Indian culture. And in the absence of public sympathy, whatever little hope Mallya has of a government-led bailout begins to fade. What is truly incredible is that in the face of such a mega challenge, he continues to be bombastic!

     

    The least Vijay Mallya must do now is to come down to earth (like his aircraft), roll up his sleeves, meet up with his angry employees and personally clean up the mess. If that means filing for bankruptcy, then so be it. Time for arrogance and ego is up. It’s time to do some dirty work and take hard decisions. And if he does this even now, some of Mallya’s dying reputation may yet get salvaged.

     

    And oh, while the booze tycoon is at it, he must ensure his air-head son stays off Twitter for a few decades.

     

    ***

     

    PS: Wonderful interactive video from Old Spice. You can use the keyboard to decide which instrument you want the musician to play, and how he must play it. It’s gone totally viral, 18 lakh hits at last count. And do note that the brand isn’t directly selling anything. This clearly is the future of viral marketing.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=yZ15vCGuvH0[/youtube]
  • Jaspal Bhatti’s ‘Flop Show’ was a national show-stealer on Doordarshan in the early nineties. He was like a breath of fresh air in DD’s mostly dreary programming

    Anil Thakraney: Bhatti was a comic genius

    By Anil Thakraney

     

    Long before Indian TV audiences got saddled with the motormouth Navjot Singh Sidhu, another truly funny Sardar had the nation enthralled. Long before the likes of Anna Hazare and Arvind Kejriwal began protesting against corruption, that hilarious man, with his wicked satire, was busy giving netas and babus a great deal of tension on his popular television show.

     

    Jaspal Bhatti’s ‘Flop Show’ was a national show-stealer on Doordarshan in the early nineties. He was like a breath of fresh air in DD’s mostly dreary programming. What is amazing about the serial is that it enjoyed a relatively short run, but many people still remember it quite vividly. Such was the comedy magic Bhatti possessed. We loved the mad Sardar not just because he dealt with incidents of corruption we encounter in our daily lives, but also because his style was never over the top (unlike Sidhu). Bhatti, even while being totally funny, performed like a common man, his troubles felt like our troubles, we could easily relate to him. I must add here that Priya Tendulkar’s Rajani enjoyed the same fan following for pretty much the same reasons, but Bhatti’s unique comedy style enhanced the overall entertainment value, the entire family would eagerly look forward to his Flop Show.

     

    The funny man went on to do more TV shows later in his life, he even acted in and produced feature films. But sadly, as times changed, Bhatti evaporated from public memory. As private entertainment channels took control, and the focus shifted to loud, slapstick comedy. And Bhatti got left behind in the new scenario, which is a pity, really. His ideas, his stories and his acting could have got a huge play if the channels and the producers were alive to the man’s powerful, understated comic timing.

     

    Rest in peace, Mr Bhatti. We are still busy fighting against corruption (that will never change!), but the laughter is gone. It’s time for the heavens to guffaw a bit.

     

    ***

     

    PS: Remember Conrad Black? The disgraced media baron who was sent to jail after being convicted on charges of financial fraud? Well, he’s out from jail, and is now getting ready to promote his book. Here’s his recent interview with the BBC. Don’t miss the arrogance, the bluster and the I-can-do-no-wrong attitude. Black even calls the interviewer a fool. Guess if you’ve once lived the life of power, fame and riches, it becomes very, very difficult to descend to earth.

     

    [youtube width=”400″ height=”220″]https://www.youtube.com/watch?v=hBI35DMHjy4[/youtube]
  • Jaldi 5 with Tripti Lochan, CEO-Asia, VML Qais on the Cannes winning agency’s foray to India and plans ahead

    Jaldi 5 with Tripti Lochan, CEO-Asia, VML Qais

    Tripti Lochan

    By Tuhina Anand

     

    1. Does the tag of ‘Cannes Lion winning network’ make it easier for VML Qais to make inroads into India?

    Winning Cannes Lions is a fantastic achievement – because being recognized for something like Cannes is a validation of one’s work. But in India clients are looking for our local portfolio as much as they are looking at what VML has achieved globally. To that end, awards are great – but equally important is the context of work you do in that market for brands that are recognized.

     

    2. How do you perceive the Indian digital advertising space and the opportunities here?

    The Indian digital advertising space is an extremely interesting place to be. There are fantastic opportunities, and brands that have global aspirations. But, digital is still at the “lets experiment seriously with it” stage. As brands get successful with their digital initiatives, we will see the real opportunities open up.

     

    3. What will be your focus for the next year in India?

    Continuing to build a solid company, hiring the right people, delivering against the promise we have made to clients, and ensuring that best practices from around the world are show-cased to our clients.

     

    4. What is one factor that differentiates VML from others in India operating in a similar space?

    It’s our insights-based strategic thinking. What we recommend to clients is based on real knowledge of what users want from specific brands. We create actionable insights through research that drives strategy. We have a full research team that does 360-degree research that drives strategy. This is our differentiation.

     

    5. What is the biggest drawback in India that is holding back the progress of digital advertising/marketing making the most of its potential?

    Frankly, India is like the rest of the world in its evolution of digital. The budgets put against digital advertising do not reflect the amount of time consumers are spending online. When this imbalance gains equilibrium, that’s when we will see the real potential of digital unfold!

     

  • In an ongoing effort to make the Advertising Council of India (ACI) more relevant and useful to its constituents, its new website (www.adcouncilofindia.org) went live on the occasion of Dussera

    Advertising Council of India launches new website

    By A Correspondent

     

    In an ongoing effort to make the Advertising Council of India (ACI) more relevant and useful to its constituents, its new website (www.adcouncilofindia.org) went live on the occasion of Dussera.

     

    Pradeep Guha of the ACI said “I believe this will be very useful in the times to come. Right now, the site gives one an overview of what the ACI is all about. It has information about the interesting Fast Track programme ACI is running (as a part of the Asian Federation of Advertising Associations, AFAA) and has a useful link to the AdAsia 2011 site. More important, it has the first initiative of the AFAA knowledge Center.”

     

    AFAA has forged a partnership with WARC, a company headquartered in London and providing ideas and evidence to the marketing community for 25 years. WARC has offered AFAA the trend report for Asia called the Asian Toolkit for the AFAA Members.  As ACI is a member of AFAA, the Asian toolkit is now available to all members of ACI. The toolkit can be accessed via the ACI site and is a summary version which associations can distribute to their members.

     

  • Popular belief is that some amount of politics is an inevitable fact of life. Everyone wants to get ahead fast, everyone wants to retain control, so messing with another group/individual becomes par for the course.

    Anil Thakraney: Dirty corporate politics

    By Anil Thakraney

     

    We will never really know the exact reason behind CEO Vikram Pandit’s abrupt departure from Citigroup. And that’s because there are always two sides to a story. Most of the media reports, however, indicate that Pandit was a victim of organizational politics, that it was unholy play by his boss that led to Pandit’s sacking. And this, despite the officer’s good performance. Apparently, Citigroup’s Chairman, Michael O’Neill, had been planning Pandit’s exit for a very long time.

     

    If indeed that is the case, Pandit becomes just another name in a very long list of senior execs who were shown the door as a direct result of dirty office politics and back-stabbing. Unfortunately, this happens quite commonly in organizations, so you can imagine how many bright minds have fallen by the wayside because they couldn’t play the game, or chose not to participate in it.

     

    I must add here that the No 1 reason I preferred to be a freelance operator was to escape the clutches of politics. I make less money than I would in a full-time job, I get no annual/sick/casual leave, and I have long forgotten what ‘Perks’ means (I am now convinced it’s just a chocolate brand). In addition, I often have to chase payments harder than I chase stories. And yet, I am at complete peace, all the negatives get nullified because I no longer have to put up with shitty corporate power games.

     

    Popular belief is that some amount of politics does get played in all organizations, that it’s an inevitable fact of life. Everyone wants to get ahead fast, everyone wants to retain control, so messing with another group/individual becomes par for the course. This may be true. And yet, I do believe this is a cultural issue. If the man/woman at the top encourages a culture of ethics, mutual respect and integrity, and comes down heavily on back-stabbers, it is possible to build a clean organization. In fact, I am certain there must be many such across the world. That’s why I believe it’s purely a matter of good leadership. And am afraid, if the media reports are accurate, Citigroup has projected a very sad image of itself.

     

    Surely there’s more happiness in achieving goals on one’s own merit, and not by trampling on others? Or am I living in fool’s paradise?

     

    ***

     

    PS: Haha. I like this ad. Not just because it features the international Hollywood heartthrob George Clooney, but also because the ad is a totally surprising solution coming from a bank. Guess it will take our desi banks like Vijaya Bank and Shamrao Vithal Bank a zillion years to discover such a ‘treasure’. 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=pl8Dh1Yp3aY[/youtube]

     

     

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

    AdStrat: Tata Manza – a class apart

    Kartik Smetacek, Creative Director, Draftfcb Ulka

     

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

     

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

     

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

     

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

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

     

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

     

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

     

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

     

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