MxMIndia

Category: ADVERTISING

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

    Ad Strat: Screw the couch

    Ryan Menezes, Chief Creative Officer, Percept/H

     

    1. Name of the Campaign:

    Screw the couch-Ditto TV.

     

    2. The Brief:

    To create immediate curiosity and interest in a new brand, Ditto TV, in this new category called OTT (Over the top) TV.

     

    3. Research insights:

    People are always alive to novel forms of engagement. They like completing stories in their heads and love checking on whether their answer ‘is right’.

     

    4. The thought process behind the creative:

    The ad had to be provocative. My idea was to play on the fact that Ditto TV allows you to do it anywhere, without specifying what the ‘it’ was, and allow people’s imagination to go wild.

     

    5. Media vehicles chosen:

    Front page jackets on Bombay Times, Bangalore Times, Delhi Times, DNA Mumbai and Pune.

     

    6. Key issues kept in mind while executing the ad:

    Key issues kept in mind while executing the ad. The ad had to be noticed, so I had to make it stand out. Hence the use of bold typography, minimal elements  The copy on the front page was written at one go, as I wanted it to sound like an angry rant, and not look like it was crafted. I used a broken couch as a visual to reinforce the double entendre that was already playing in the reader’s mind.

     

    7. Does the treatment do justice to the brief?

    It more than does justice to the brief, it takes it to another level.

     

    8. What is the differentiating factor about the ad?

    Its audacity, its single-minded message. It is well written and art directed, and most of all, it rewards the viewer.

     

    9. Market and client feedback:

    Ecstatic client, curious readers. The app Ditto TV became no. 3 on the Apple App store within 3 hours on day 1 of launch. More than 5000 registrations within 11am on day 1 and No.1 app on the most downloaded charts on Apple store within 3 days of launch.

     

  • Each time Sachin reaches a milestone, the media (both, print and electronic) regurgitates the same old childhood pictures and the same old tired clichés about the man. Surely there’s an innovative way to celebrate the hero’s achievements. Surely there are untold incidents from the man’s life that can be dug out if one cares to do the hard work.

    Anil Thakraney: Sachin coverage sucks

    By Anil Thakraney

     

    As expected, the entire Indian media went orgasmic as soon as ‘God’ hit that very elusive 100th hundred. Quite understandable. This man is a national hero and he needs to be celebrated.

     

    However, there were two aspects of the mad coverage I found quite annoying. One, each time Sachin reaches a milestone, the media (both, print and electronic) regurgitates the same old childhood pictures and the same old tired cliches about the man. And the same old ex-cricketers sing the same old praises. even in a euphoric state of mind, it becomes difficult to handle all this recycled stuff. Surely there’s an innovative way to celebrate the hero’s achievements. Surely there are untold incidents from the man’s life that can be dug out if one cares to do the hard work. Something to ponder on for editors and programming heads. Because, unwilling to retire, Tendlya will reach even bigger landmarks, and we need some freshness going.

     

    Having said that, I must point out that cricket expert Ayaz Memon was the only one who told us something refreshing about the cricketer. This was in his column for the Hindustan Times. Memon mentioned how, as a young lad, he (Sachin) would jump over the wall of a cricket ground rather than use the main entry door. The master’s reason? Why wait for something you enjoy so much in life. Superb. It gave you a powerful insight into the passion the player feels for the game, the reason he’s reluctant to retire even after two decades. We need more such gems in the media.

     

    Secondly, I was rather upset by the behaviour of the young TV reporters who were ‘granted’ quick interviews by the great man, soon after the mega ton. They were grovelling at his feet, like crazed fans. Guys and girls, that’s NOT the way the media is expected to conduct itself. Sure, the man enjoys a godly status, but a couple of tricky questions badly needed to be put to him. Like, did his search for the Big 100 bring the scoring rate down, which ultimately cost the team the match with Bangladesh? Does he agree with that?  Like, he claims personal landmarks are never on his mind. So then how come he closes his shop while batting in the nineties? Not one reporter would ask him these things. They were busy fawning. Repeat: That’s not the job of the media.

     

    Net net: Sachin Tendulkar is our biggest contemporary hero. No doubt about that. Now let’s pay him tributes that befit his own stature.

     

    ***

     

    PS: You should never, never piss her off. It’s worse than hell when she’s scorned. Here’s an American lady who passed on a sweet message to her philandering hubby through a hoarding. Wish Indian ladies did ditto. Tired of watching all those ugly thopdas of our politicians. 🙂

     

  • Sony Max has unveiled a new marketing campaign for IPL season 5. The theme 'Aisa Mauka Aur Kahan Milega' uses various relations, making the case that IPL brings people together.

    Sony Max hits a chauka with IPL mauka

    By Rishi Vora

     

    Sony Max has unveiled a new marketing campaign for IPL season 5.

    A series of four TV ads currently running on air capture the pulse of the audience. The theme ‘Aisa Mauka Aur Kahan Milega’ uses various relations – father-son, friends and also relatives – making the case that IPL brings people together.

    JWT is the creative agency that has conceptualised the campaign.

     

    Neeraj Vyas, EVP and Business Head, MAX said, “We set out to create a unique piece of communication for a very unique property, which is the DLF IPL. We at MAX are proud to bring our viewers the ‘mauka’ to enjoy DLF IPL 2012 and we are certain that our communication campaign ‘Aisa Mauka Aur Kahan Milega’ will only take the this tournament to greater heights. The films capture the one emotion that binds our country – the undying passion for cricket everywhere.”

     

    Gaurav Seth, Marketing Head, Sony Max said, “We do a lot of consumer research to gauge the reactions of our audiences. So post IPL 4 we conducted a research with Ormax Media and what we found out was that a lot of people thought IPL was an ‘opportunity’ (mauka, which is the campaign theme) for the whole family to come together (even though they’re not very comfortable together as the ad highlights). Similarly, we found that a lot of kids watch IPL as they have their vacations at that time of the year. Our father-son commercial captures that insight very well, where the son gets a mauka to remind his father that he should go to sleep and not watch IPL as he has office next day…and the commercial where two friends find a mauka to bunk work.”

     

    The TV campaign started on Feb 23. Besides TV, Sony Max will do Press, Outdoor, Radio, Activation in malls, Digital etc. Print campaign will start as the launch date nears, alongwith Radio.

     

    “This year you will see a very large amount of noise being created by all stakeholders of the IPL – the franchises and the BCCI. As far as our campaign goes, it’s a complete 360 campaign. We will close our deals with various media service providers next week. I’m sure that IPL will be the most talked about event on TV with all the campaigns running in full swing,” he added.

     

    The channel has not announced exclusive media partnerships as it aims to broadbase its reach across demographics and geographies in India.

     

    [youtube width=”320″ height=”200″]http://www.youtube.com/watch?v=ZGgIO6MhwLA[/youtube] [youtube width=”320″ height=”200″]http://www.youtube.com/watch?v=cEjEYmEWhoA[/youtube]
    [youtube width=”320″ height=”200″]http://www.youtube.com/watch?v=UXQsIgN_530[/youtube] [youtube width=”320″ height=”200″]http://www.youtube.com/watch?v=XdDFD08QNpo[/youtube]

     

     

  • I find this commercial pretty worrying. This creative suggests to me that Mid Day doesn’t really understand Mumbai. That they have a superficial view of this great city. And that’s much more disappointing than one sad ad

    Debrief: Mid Day: Maximum City. Minimum TVC

    By Anil Thakraney

     

    ‘My City, My Life’, the slogan, is a promising thought. What is even more promising is that Mid Day has chosen to compose an anthem for Mumbai city. A very good idea. This rotting, decaying, ignored city needs a war cry very badly. Something we can call our own and use to make a statement. Sadly, the execution sucks and the so called anthem is at best a below average jingle.

     

    Mid Day’s new TVC consists of vignettes of youngsters indulging in timepass. Goofing around at Marine Drive. Celebrating a cricket match victory. Goofing around some more near the Sea Link. And just in case you think they are a bunch of airheads, the kids are seen indulging in some more timepass: one of those candle-light marches. And the lazy, laidback ‘anthem’ will ensure you doze off rather quickly.

     

    An opportunity blown. There’s a lot more to the city’s youngsters, they are spirited, aware and want to see things change. They want to be a part of that change. Mumbai is the one Indian city that pulsates with energy, passion and ambition, that’s what keeps people rooted here, that’s what keeps the city alive. Despite all the problems people face. And if Mid Day didn’t want to deal with the city’s civic issues, they ought to have captured its raw passion. The anthem ought to have enshrined that energy and that can-do Mumbai spirit.

     

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

    I find this commercial pretty worrying. (And I use the word ‘worrying’ because as an ex employee I want the newspaper to do well.) This creative suggests to me that Mid Day doesn’t really understand Mumbai. That they have a superficial view of this great city. And that’s much more disappointing than one sad ad.

     

    Rating: (On a scale of 1 to 5): 1. A good concept murdered by thoughtless execution

     

  • Media services agency Mindshare in partnership with Brand Equity is organizing Compass 2012, a day-long marketing summit in Mumbai on March 27.

    Face the ‘Moments of Truth’ with Mindshare-Brand Equity Compass 2012

    By A Correspondent

     

    Media services agency Mindshare in partnership with Brand Equity is organizing Compass 2012, a day-long marketing summit at Hyatt Regency, Mumbai on March 27, 2012. This year, the Conclave theme ‘Moments Of Truth’ dwells on the truth every brand must face and conquer to propel its growth. Every session will discuss new ideas that will redefine the marketing trends of the future.

     

    Mindshare India has been organizing this annual marketing event with leading business daily, Economic Times, from the past four years. Each year, the summit is attended and addressed by leading constituents from the marketing and advertising fraternity who provideinsights and the latest trendsinmarketing, media and consumer behavior, setting new directionsinbrand-building. This year Shantanu Khosla, Director and CEO, Procter & Gamble India and Marco Rimini, Leader, Business Planning, Mindshare Worldwide will address the audience. In 5 years, this summit has grown to become a coveted arsenal of marketing mantras.

     

    Sandeep Pandey, Principal Partner, Consulting, Intelligence & Aanlytics, Mindshare said, “Mindshare and Brand Equity have partnered for the last four years to bring the best of thought leadership to the business community through the BE Compass. It has proved to be the ideal platform for leadership discourses on the most relevant marketing issues that CMOs and CEOs face today. We work very closely with the leadership of some of the top companies in each industry to identify the themes, speakers and audience for this prestigious event. The outcome is a heady brew of game-changing strategies, approaches and stories that leaders can take back to their board rooms.”

    He added, “This year’s themes revolve around the truths and challenges that the C-Suite faces around consumer growth, leadership, communication, and market penetration, including rural markets, to run their businesses effectively. As in the last years, we are sure of overwhelming response to these themes this year too.”

    Over the years, The Mindshare-Brand Equity Compass has focused on a topical agenda, with the objective of addressing the key business challenges and discovering marketing strategies that align with business goals. This year, the conference theme ‘Moments of Truth’ will talk about why it is so crucial to b2b marketers’ ability to help drive the business.

    While the emphasis remains on addressing challenges confronted by the marketing and business community, the day long summit is aimed at creating a platform wherein industry leaders can discuss strategies that can be adopted to propel growth to the next level. The Summit is divided into various interactive sessions which will focus on topics ranging from CEO’s Truth, Consumer Truth, Communication Truth, Retail Truth and Rural Truth.

    The summit will address the challenges faced by CEOs as they rally around new set of business truths, be it allocating resources or best way to nurture people and brands in 2012. Finding the true consumer insight is undeniably the most important task faced by every marketer today. The session on Consumer Truth will analyze consumer’s relationship with brands, advertising and the role of innovation. With social networking sites gaining momentum Communication Truth is evolving every day, this session will focus on lessons for the future.

    Retail has moved from being viewed as a traditional sales function to being an important component of the marketing mix. The session on Retail Truth will witness marketers discussing diverse subjects such as different formats that work in a challenged economy, how to create price premium in retail and role of advertising amongst others. With more than 70 percent of the total households in India residing in the rural areas, understanding the Rural Truth is very crucial to derive and reap maximum benefits for the marketers.

     

  • As part of the combination between Ipsos and Synovate, Ipsos has reorganised its Ipsos Marketing specialisation – the largest of Ipsos’ global business lines, representing nearly half of Ipsos’ total revenues in 2011.

    Ipsos Marketing reorganizes globally, sets up four practices

    By A Correspondent

     

    As part of the combination between Ipsos and Synovate, Ipsos has reorganised its Ipsos Marketing specialisation – the largest of Ipsos’ global business lines, representing nearly half of Ipsos’ total revenues in 2011.

     

    Ipsos Marketing remains under the global leadership of Pierre Le Manh, Chairman and CEO of Ipsos Marketing. Mr Le Manh is also Ipsos deputy CEO and Chairman of Ipsos ASI.

     

    Ipsos Marketing is now organised through four practices:

     

    Market Understanding and Measurement

    This practice helps clients understand consumers, shoppers and markets, differentiate their brands, optimise their distribution and allocate their Marketing expenditures. For now it is managed directly by Pierre Le Manh and mainly operates under the Ipsos Marketing brand. It also includes new and highly specialised services such as: Ipsos Business Consulting, which advises clients on emerging markets penetration strategies; Ipsos Retail Performance, which provides technology to measure and analyse traffic in stores; and Ipsos MMA, a leader in Marketing Mix Modeling.

     

    In India Ipsos Market Understanding and Measurement will be headed by Rajesh Nair, Executive Director, Ipsos in India.

     

    Innovation and Forecasting (Ipsos InnoQuest)

    Ipsos InnoQuest is the global leader in Innovation research, helping clients maximize the ROI of their innovation initiatives. From generating new ideas to testing products and services, to forecasting sales across many industries, Ipsos InnoQuest has a unique, global end-to-end offer. Lauren Demar is the CEO of Ipsos InnoQuest, with Mary-Beth Lake leading MarketQuest, our Product Testing capabilities.

     

    Ipsos InnoQuest in India will be led by Paru Minocha, Executive Director, Ipsos in India.

     

    Healthcare (Ipsos Healthcare)

    Ipsos Healthcare is dedicated to understanding the motivations, interactions and influences of the multiple stakeholders who impact commercial success in the pharmaceutical industry. It provides syndicated services through its therapy monitors as well as custom research. Michael Spedding is the CEO of Ipsos Healthcare, with Bob Douglas leading our custom research teams.

     

    Ipsos Healthcare in India will be headed by Monica Gangwani, Executive Director, Ipsos in India.

     

    Qualitative (Ipsos UU)

    Ipsos UU is the world’s leader in Qualitative research. It has developed a unique global network of talented qualitative researchers from diversified backgrounds and a consistent set of methodologies. It uses technology extensively to bring Life to life. Jacquie Matthews is the CEO of Ipsos UU.

    Rinku Patnaik, Executive Director, Ipsos in India will lead Ipsos Qualitative business in India.

    “The combination with Synovate has been a terrific opportunity to develop a new plan for Ipsos Marketing,” explains Pierre Le Manh. “We are further specialising our teams so that our clients can have access to professionals who can truly help them understand how to improve their business”.

    Ipsos, an independent market research company controlled and managed by research professionals, was founded in France in 1975, and is now a worldwide research group. In October 2011 Ipsos completed the acquisition of Synovate to form the world’s third largest market research company with offices in 84 countries.

     

  • LinkedIn has announced a marquee event to define the opportunity for B2B brands in the digital age.

    LinkedIn announces B2B Connect for Ind marketers

    By A Correspondent

     

    LinkedIn India has announced B2B Connect 2012 – a first of its kind event, exclusively for Indian marketers to be held on Tuesday, 17th April, 2012 at the Grand Hyatt, Mumbai. The inaugural by-invitation event will bring together leading global marketers and advertising industry stalwarts to discuss the current and future marketing potential of the online space and will seek to establish digital and social media as a core channel for B2B marketing.

     

    LinkedIn India has lined-up a stellar list of speakers and panelists from India and abroad for B2B Connect 2012 led by Jeff Weiner, CEO, LinkedIn, who will give the first keynote address. B2B Connect 2012’s second keynote speaker will be globally renowned B2B marketing strategist David Meerman Scott who will present on the New Rules of B2B Marketing. Arvind Rajan, Managing Director & Vice President, Asia Pacific and Japan – LinkedIn, Future Brands’ CEO Santosh Desai, Microsoft South East Asia’s Simon Mouyal and Philips Korstiaan van Wyngaarden will also address the audience at B2B Connect 2012. For more information and updates on speakers, please visit http://www.linkedinsolutions.in.

    Announcing the launch of B2B Connect 2012, Hari V Krishnan, Country Manager, LinkedIn India, said, “Indian B2B Marketers are finding that their traditional channels aren’t scaling or providing the measurability they desire. At B2B Connect 2012, we aim to bring together some of the best minds from across the globe to share their knowledge and expertise on how B2B brands can capitalize on the digital medium. The rise of social media has helped brands with the ability to reach the right audiences, and in the right context. In such a dynamic environment, it is critical for brands to be where decision makers are engaging with each other and influencers. At B2B Connect 2012, industry leaders will discover valuable insights and should leave inspired with a path forward for their brands to better market themselves in today’s connected world.”

    LinkedIn, with over 150 million members worldwide of which over 14 million are in India, has evolved into a preferred platform for marketers in the country. It is also the platform of choice for B2B marketers in many leading economies. Approximately 57% of LinkedIn members in India are decision makers. In 2011, 149 Million business leads were driven on the platform by professionals in the country. This potent member base has equipped brands including CISCO India, SAP India, Huawei Enterprise Business Group, Polycom and Trend Micro, with an opportunity to lead engagement with the right audience. LinkedIn Marketing Solutions entails a host of customizable solutions with tools including LinkedIn Audience Targeting, LinkedIn Personal Messaging Unit, LinkedIn Custom Groups, LinkedIn Company Pages, LinkedIn Content Ads and LinkedIn Partner Messages.

    “Indian brands have successfully leveraged the power of the LinkedIn professional network to reach an audience comprising of highly educated individuals in decision making capacities. This has become possible due to our approach of helping brands tailor their marketing approach as per their requirements. The combination of an empowered audience supported by unique tools and an emphasis on insights helps brands achieve a strong conversion rate and provides measurable results. At LinkedIn we provide marketers access to a product suite that caters to not only their short term tactical needs, but also long term strategic objectives,” said Dhiman Mukherji, Director, Marketing Solutions, LinkedIn India.

    Regular updates on B2B Connect 2012 will be posted on the official website and on Twitter (@LinkedInIndia).

     

  • We have finally found a real match-winner in the cricket team, a player who doesn't get intimidated by huge targets, and it's in the nation's interest that we carefully nurture this rare talent. Hold the mega praises and the fat endorsement contracts for a bit, people. Let's not kill the golden goose.

    Anil Thakraney: Don’t kill Kohli

    By Anil Thakraney

     

    Young Virat Kohli must be pleased as punch. Not only did he manage to do the unthinkable – eclipse Sachin’s 100th 100 – the hot, new sensation is sitting on a goldmine. Imagine the excitement inside corporate boardrooms, as brand managers salivate at the prospect of signing multi million dollar contracts with the lucky dude. And also inside the buzzing rooms of editors and programming heads, as they plan huge spreads for the new found hero. What works even more for Kohli is that he looks reasonably good, unlike most desi cricketers. This makes him a huge media and ad property.

     

    I must quickly add here that I personally have very little respect for brand managers who piggyback on celebrities. This is their way of acknowledging that they are idea-less and want someone else to save their skin. But that’s a debate for another day. I have a larger worry at this point of time.

     

    Not every cricketer is mentally as strong and sorted as Tendulkar. Too much adulation and quick riches could easily go to Kohli’s head; he’s still very young, a 23-year-old lad. We have finally found a real match-winner in the cricket team, a player who doesn’t get intimidated by huge targets, and it’s in the nation’s interest that we carefully nurture this rare talent. We need to give the guy some space and time to mature (he’s got a long way to go), and both, the media and the marketers, must go easy on the young man. Hold the mega praises and the fat endorsement contracts for a bit, people. Let’s not kill the golden goose. We must think India first.

     

    Having said all of the above, I am equally aware that I am wasting my time out here. Our celeb-obsessed media and our idea-starved brand managers will pay no attention to this. They will go for the kill. What to do, we are like this only. All I can say is, one hopes Virat Kohli stays grounded. And keeps his head screwed on. Else, he’s finished. Like one Vinod Kambli.

     

    ***

     

    PS: Must read. An interesting profile of Imran Khan. From his playboy days to his new avatar as a devout Muslim. From captaining a difficult cricket team to the burning ambition to lead a ravaged nation. And of course, his recent bonhomie with dodgy mullahs and terror groups.

     

    Link: http://www.guardian.co.uk/world/2012/mar/04/imran-khan-pakistan-cricketer-politician

     

  • UTV Indiagames has announced its ‘WorldCup Cricket Fever’ for the iOS platform, providing cricket lovers and gamers with one more reason to stay glued to the small screen.

    UTV Indiagames launches cricket games on iPhone, iPad

    By A Correspondent

     

    Gaming company UTV Indiagames has announced the launch of ‘WorldCup Cricket Fever’ for the iOS platform. WorldCup Cricket Fever is the first ever game to have special responsive and intuitive touch controls which provide a cricketing experience with ‘as good as real’ shots on the iPhone &iPad.

     

    With vibrant graphics, outstanding visuals and ultra-realistic animation, the game offers a cinematic experience with TV broadcast style-cameras.

     

    Speaking on the launch of WorldCup Cricket Fever, Vishal Gondal, CEO, UTV Indiagames said, “UTV Indiagames has always churned out the best of cricket games in the country. WorldCup Cricket Fever is the first ever cricket game developed with motion capture animation. This technology will give the user a ‘real’ experience of the sport with a wide variety in batting and bowling options. This cricket season, with a host of cricket games available, this game will surely stand out in terms of gameplay, graphics, precision and sound.”

     

    There are three game modes to choose from – Quick Match, Power Play and World Cup Championship. The game includes 14 teams, 6 stadiums (with day/night option) and three difficulty modes – which can all be customized.

     

    WorldCup Cricket Fever will soon be available on the Android, Windows and Java platforms as well.

     

  • Varun Kohli has joined Mogae Media as Chief Monetisation Officer, reporting to Sandeep Goyal, Chairman, Mogae Media.

    Varun Kohli joins Mogae Media as Chief Monetisation Officer

    By A Correspondent

     

    Varun Kohli has joined Mogae Media as Chief Monetisation Officer, reporting to Sandeep Goyal, Chairman, Mogae Media. In his new role, Mr Kohli will be responsible for overseeing the sales of mobile, DTH (direct to home) and other inventory.

     

    “This is a great time for mobile marketing, especially in a country such as India. Mobile, as a medium, offers unique experience and lot of opportunities for advertisers. I am really excited and elated to be a part of Mogae Media, where I would be able to grow this media,” Mr Kohli said.

     

    Prior to this, Mr Kohli was with the India Today group as Associate Publisher for Mail Today for a year and a half.  He brings experience of over 18 years to Mogae. He had begun his career in 1993 with Indian Express and has worked significantly in the print industry with brands such as Amar Ujala, Deccan Chronicle, Hindustan and DainikBhaskar. Kohli is a management graduate from SIMS, Ghaziabad.

     

  • 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

     

  • DDB Mudra leads with 9, Leo Burnett (6) and McCann (5) follow at Pattaya festival.

    India lifts 27 metals at AdFest 2012

    By A Correspondent

     

    At the recently concluded AdFest 2012 in Pattaya, India has finished with the total metal tally of 27 which includes 2 Gold, 12 Silver, 13 Bronze. DDB Mudra won total 9 metals and leads the pack followed by Leo Burnett with 6 metals and McCann WorldGroup with 5.

     

    In the Film Lotus Category, Creativeland Asia won Silver for film tilted Maa, Hippo Round-Round. Ogilvy & Mather also won Silver in films for Bajaj Pulsar. In Campaign for Best of Retail, Bangalore-based Happy won for Flipkart for No Kidding. No Worries.

     

    In the Press Lotus category, DDB Mudra Group won Silver. It won a Bronze for its work for Passat. In the press category for electronics, Grey Worldwide bagged a Bronze while McCann WorldGroup won 4 Silver for Onida. Leo Burnett too got a Silver.

     

    In the Outdoor Category, DRAFTFCB+ ULKA got a Bronze for its Falling Hoarding Mumbai Traffic Police work. McCann WorldGroup got a Gold for its work for Blind Car Hard Rock Café India. DDB Mudra won a Bronze for Cleanoscope Rotract. There were three more Bronze and a Silver in the Outdoors for DDB Mudra for its work titled Jumbled Conspiracy.

     

    In the Direct Lotus, DDB Mudra bagged Silver for Lass Natural Cosmetics while Grey Worldwide too got silver for Pantene. In the Direct Ambient O&M got a Bronze for its work titled Chanting Lighter for Cancer Patients Aid Association. Leo Burnett bagged a Bronze for Ink Pad Literacy program for Door Step School.

     

    In the Design Lotus, Leo Burnett got a Gold for Gandhifont. It also won 3 Bronze in the category for Bajaj Exhaust Fans. DDB Mudra pocketed a Bronze too.

    India drew a blank in Radio Lotus and Cyber Lotus, Promo Lotus, Film Craft Lotus, New Director Lotus, 360 Lotus, Innova Lotus and Lotus Roots.

    In The Special Awards 2012, Advertiser of the Year went to Google Inc and Advertising Agency of The Year went to Dentsu Inc, Tokyo. Network Agency of the year went to DDB.

     

     

    Agency Category Gold/Silver/Bronze Tally
    McCann WorldGroup Press 4 Silver 5
    McCann WorldGroup Outdoor 1 Gold
    DDB Mudra Press 1 Silver, 1 Bronze 9
    DDB Mudra Outdoor 1 Silver, 4 Bronze
    DDB Mudra Design 1 Bronze
    DDB Mudra Direct 1 Silver
    O&M Direct 1 Bronze 2
    O&M Film 1 Silver
    Leo Burnett Press 1 Silver, 6
    Leo Burnett Direct 1 Bronze
    Leo Burnett Design 1 Gold, 3 Bronze
    CreativeLand Asia Film 1 Silver 1
    Happy Film 1 Silver 1
    Grey Worldwide Press 1 Bronze 2
    Grey Worldwide Direct 1 Silver
    Draft FCB+ULKA Outdoor 1 Bronze 1
    Total Metal Tally 27