As Parle Agro introduced a new visual identity for Frooti, it vested the responsibility with Posterscope India for its Out-of-Home communication.
As Frooti is moving away from its traditional image, the idea was to showcase the new drink in a fresh, exciting and playful manner. It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design.
The task put forth by the Parle Agro Team to Posterscope India was to create a buzz about the brand’s new look and leave a lasting impression on the consumer’s mind such that it would support and boost its on-ground visibility.
Posterscope conceptualised and created an outdoor implementation strategy. It delivered month-long visibility to the brand across 100+ markets pan India to address the objective of establishing Frooti as a leader and the voice of authority in its category. The campaign was not just high impact, juxtaposed against sustained visibility, but also exhibited high cost efficiency.
Speaking about the campaign, Nadia Chauhan, JMD and CMO, Parle Agro said, “We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.â€
Haresh Nayak
Commenting on the association, Haresh Nayak, Regional Director, Posterscope APAC said, “We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creating of high impact visibility with the wide spread outdoor campaign. â€
‘Signature,’ an innerwear brand that is being sold in more than seven North Indian states of the country has unveiled a new campaign. The new TVC with Sonu Sood is 45 seconds long and has been directed by Jaishankar Pandit under the banner of Earth and Air Films. It will be aired 21st April onwards in India.
“Products such as the ‘Signature Vest’ complement our brand ambassador Sonu Sood, signifying the theme of Action and Fitness. Earth and Air gave the film well within the deadline without compromising on qualityâ€, commented Rajesh Jain, MD, Prachar Communications Ltd.
Jaishankar Pandit, Director at Earth and Air Films said, “I consider myself an advertising salesman portraying the story in a form that would entice the target audience within certain sociocultural parameters. In this particular TVC, we have depicted the good guy beating up the bad ones. The choice was to either keep it in the funny/comic zone or make it smooth and serious yet making one laugh. I went with the latter.â€
The film essentially showcases the aura of an individual on wearing the vest. Sonu Sood (portraying an honest and a robust policeman) fitted the bill. He represents agility, stern physique and charm. The film breaks the clutter in this segment of vests with fantastic fight sequence with a small story. The brand name Signature gels well in the story. Signature Vest is a unique brand and it needed a unique story telling device through its television commercial.
After its much-popular twist, lick and dunk approach, Oreo is on a mission to inspire imagination and playfulness, not only with creative fun with the cookie itself, but in consumer’s everyday lives. The “Play with OREO” campaign shows just how easy and fun it is to be playful.
The “Play with OREO” campaign is a rallying cry to inspire people to bring a little more play into their everyday lives. The first part of the campaign will be an exciting expression of creativity led by the iconic cookie itself & this will be followed by a broader creative range coming into play. To inspire this element of “playfulness” amongst its fans, Oreo will be running a 360 degree marketing campaign. In addition to an exciting new TVC, “Play with Oreo” will be been on a wide array of media like Outdoor, Radio, & in a major way on Digital and Social media.
Speaking on the brand philosophy, Chella Pandyan, Senior Manager, Marketing, Biscuit India and Kids Fuel AP, Mondelez International said, “Play has always been an integral part of Oreo’s brand’s philosophy. The new campaign is an exciting expression of that philosophy and encourages our consumers to add a bit more playfulness into their lives. Our communication will showcase ‘Play’ in imaginative and creative ways through its striking pop art style across media, including digital and social media with its simple message- Play with Oreo.”
He added, “All of us could do with some more play and fun in our hectic, busy lives. Through this campaign we seek to inspire people to do just that in their own little way in their everyday lives.”
The animated TVC created by the Global agency Draft FCB features customized Indian lyrics and regional singers. The commercial encourages the viewers to let their imaginative side take over for some time and simply have fun.
Speaking about this new global proposition, Jennifer Hull, Director Global Oreo, GCT Biscuits Brands & Communications shared, “We launched “Play with OREO” to inspire wonder among consumers across the globe through playfulness.  We encouraged play not only with the cookie itself, but in people’s everyday lives, through things like music, art, and self-expression (among others).”
In India, the TVC will have English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali versions. The Hindi scriptwriter is Amitabh Bhattacharya, singer is Anusha Mani and the music director is Rupert Fernandes.
Two months after its launch, Scatter is home to a diverse set of marketers across categories like automobiles, travel, mobile manufacturers, insurance, F&B etc. These early experiences are very positive and there are several other brands from other product / service categories who are expected to use Scatter soon. Scatter solves two problems for the marketer i.e. (1) makes sure the marketer never falls short of relevant things to say (2) helps brands migrate from ad messaging to conversations.
In a short period of two months, brands like Gionee, Mahidra Holidays, Bharti AXA, Maruti Suzuki Swift and Horlicks have begun actively using Scatter to identify ambient third party content, customize the ad positions and make it ready to be shared on the brand’s owned media.
In this age of high contextual and re-targeted ad placements, Scatter provides a brand-safe environment by making sure that the brands’ ad wraps the content they share. This significantly eliminates the blind spot quotient of the brand activity and piques consumer attention.
Arvind Vohra, Country CEO & Managing Director of Gionee Smartphones said, “Gionee as a brand has taken the perception of smartphones to a different level. Mobile devices today are an inherent part of one’s lifestyle and reflection of their attitude. At Gionee, we understood the underlying desire and our devices reflect a perfect blend of style and substance. Being a young brand we have been already known for the initiatives, risks and innovations we brought to the mobility space. Engagement with the audience through creative and compelling content in today world will be key factor in a brand’s evolution and acceptance. Scatter as a tool will allow us to explore this content around our passion points and serve the same to our audience on Social Media widening the possibilities of things and working with us to broaden the horizon of our objective.”
Ritesh Singh, CEO of ARM Digital stated, “Scatter as a product caught our attention as it fits in as a solution to several cases and problems that we face on a day to day basis as Digital Marketing Consultants. At its heart and USP, Scatter solves the ever impeding problem of lack of content to serve and engage their audience serving as a perfect need of the hour. A need gap that Scatter fulfils which is why we have been super excited about it right from the ideation stage to now, when the product is on the cusp of launch. The very nature of the tool ensures that the advertiser can be assured of an intrinsic branded environment without having to worry about factors like competitor’s banners showing up, forgetful experience due to popups and other annoyances.â€
Abhishek Sharma, Head – Business Development @ Scatter added, “Most clients and agencies we meet think Scatter is a very interesting and compelling proposition. And Scatter is available at very attractive price points encouraging usage of the product. In Gionee, ARM Digital and Club Mahindra we have found early and happy founding partners.”
Genesis Burson-Marsteller has added 17 new businesses and 52 new projects across all its public relations practices as well as Centres of Expertise. This also includes new mandates under Step Up, a business division that was launched last year to provide customisable communication service offerings for startups and investor networks.
The consultancy has strengthened its Health and Wellness offering by winning the public relations mandate for Medela, a global producer of technologically advanced breast pumps and Medical Vacuum Technology. The agency has also won the mandate to launch ‘Mission Indradhanush’, a national campaign to drive full immunization coverage in India driven by Public Health Foundation of India-Immunization Technical Support Unit (ITSU), on behalf of the Ministry of Health and Family Welfare, Government of India.
Some of the new businesses across Brand & Consumer, Telecom & Technology, Corporate & Financial practices include Eicher Polaris Private Limited, a joint venture between Eicher Motors Ltd and Polaris Industries of USA; United Spirits Limited (subsidiary of the Diageo Group), a leading spirits company in India and largest globally by volume, producing brands like Black Dog, McDowell’s, Signature, Royal Challenge; Portman Holdings, a global company creating returns for investors with premier real estate around the world; Meru, India’s No. 1 cab services and pioneer in the taxi industry, Bosch and Siemens Home Appliances, Europe’s largest home appliance maker and Altran India, world’s largest Innovation and Consulting companies.
“It is a great feeling to represent such a diverse portfolio of clients across a range of industries and geographies. We are particularly happy that some of our new wins are in spaces, which we had identified as growth areas for the firm such as Step Up and our Health & Wellness practice. Increasingly, our teams are given the mandate to manage campaigns where digital or social media is playing a major role – this is clearly a sign that the appetite for integrated campaigns is growing,†said Nikhil Dey, President, Genesis Burson-Marsteller, South Asia.
Brand ‘Hindware’ has announced India’s leading film actor – Shah Rukh Khan (SRK) as its brand ambassador. A trendsetter who makes a style statement with his every move, a Bollywood heartthrob SRK will feature in Hindware’s new 360 degree integrated campaign, rolling out shortly across all media channels.
Sharing his views on the brand association, Sandip Somany, JMD, HSIL Limited said, ‘Admired by people of all age group; cutting across territorial borders and communities, Â Â Â Â Â Mr. Shah Rukh Khan exudes sophistication and flair. He embodies the spirit of a hard working individual who rose to prominence by his consistent performances innovating himself along the way, a trait which resonates well with brand hindware and its unfailing desire for success’.
Commenting on this partnership, Shah Rukh Khan, said, ‘Brand hindware, has been synonymous with bathroom products for many years and has truly captured the shift in perception in this space. The awareness that they have is visible in their products, offering contemporary design solutions for bathrooms. It is the brands steadfast approach and revolutionary intent, makes hindware an exciting brand and I am looking forward to our association.”
The International Advertising Association (India Chapter) hosted the ‘IAA Retrospect and Prospects: The Coca-Cola Viewpoint’ seminar in Mumbai, which brought in Venkatesh Kini, President, India and South West Asia, Coca Cola as the keynote speaker. And for those that had assembled at the venue to hear him speak, it was an opportunity worth the wait.
Taking the audience right to the moment of reckoning in his career, Kini said “It was only after I quit marketing five years back and made the switch to general management that I realized the world doesn’t revolve around marketing,†He pointed out that Marketing is one of the many things that needs to go hand in hand for a product to be a success. “Coca Cola has been around for 128 years and the one thing we’ve learned is that advertising and marketing truly worksâ€, he said. “Our consumers have helped make the brand what it is and that’s our secret formula,†Kini said, talking about Coca Cola sticking around successfully in the beverage industry for over a century.
Presenting a comparative analysis, Kini said that the difference between then and now is that then there existed one screen for many people, and now it’s one person–many screens. The way one connects with consumers has changed, he pointed out. “Everything is moving to a 2â€x4†screen,†he said. The concept of a target audience no longer exists, Kini said, that paradigm is changing, as we can no longer focus our communication on one set of individuals. “Your target is no longer a single point, but a node in a network.†The question today is, how does one get a conversation going about a brand and then amplify that conversation through television advertisements, social media, etc. “A consumer today is a great reporter, and twitter is the most widely read newspaper,†he said.
Kini gave out a few pointers that he recommends marketers should absolutely not do without. He noted: “Be share worthy, simple, and contemporary, be constructively discontent, be consistent, disruptive, collaborative, and always have a purpose.†Kini spoke of a campaign initiated by Coke in the Philippines. Coke studied the Filipino population and realized that many left the country for better opportunities abroad, and due to very expensive air tickets, some hadn’t seen their families and kids in years and even decades. The campaign was done during the Christmas season, which is an important festival of celebration in the Philippines. Coke bought tickets for some of the Filipinos living abroad and sent them home for Christmas, surprising their families. The advertisement went viral in the Philippines and many other countries, not simply because of the brand Coke, but because the story was touching and share worthy, Kini stated.
Coke has managed to keep the brand contemporary even after 128 years. It is important to keep the brand relevant for today’s consumers and evolve with them, he said, citing the example of the remake of Coke’s 1971 hilltop ad. In the hilltop ad of 1971, Coke gathered people from different parts of the world on a hilltop in Italy, where they sang, ‘I’d like to buy the world a Coke, it’s the real thing.’ This ad was a huge success in the 1970s and Coke wanted to reinvent and contemporize the ad for today’s consumers. So they partnered with Google and Google pitched the idea of actually creating a technology wherein people from one part of the world could actually buy a coke for a stranger on the other side of the globe. They came up with special vending machines, where you could pay for a coke in one country and someone in the country you chose would receive a free coke. The receiver could also send back a thank you message. This is how Coke has constantly reinvented itself, Kini said, “We haven’t reinvented or logo, product, or the color of our packaging, we’ve merely evolved with our consumers.â€
Talking about being disruptive in your marketing strategy, Kini cited the example of Coke Studio, where the company spent little or no money on advertising. The concept of Coke Studio was so unique that it automatically grabbed eyeballs, he stated. “We have given several emerging independent musicians a platform to showcase their own music through Coke Studio. No Bollywood music has been used. Simultaneously, we’ve also brought about the revival of folk music through Coke studio,†Kini added proudly. This out of the ordinary form of marketing is what has created a loyal fan following, he said. “There is a lot of value to doing the unexpected and unconventional.â€
Kini spoke about the CSR initiative that Coke has been working on in collaboration with NDTV. Support my School is an initiative by Coca Cola and NDTV by which they visit schools in rural areas and assist in the renovation, building toilets, playgrounds, etc. “We can’t thrive unless the communities we serve thrive. We ought to appeal to a higher purpose,†Kini said emphatically.
Kini ended on a lively note, citing the example of the Coke ad wherein Coke arranged for a team of blind footballers to be able to touch and hold the FIFA World Cup. Usually the FIFA Cup can only be touched by the winning team and heads of state. Coke made it possible for these physically impaired young boys to be able to touch the cup of their dreams. This again was a story of having a higher purpose, Kini said, that’s why it got shared and became popular.
Storytelling is the way forward, Kini added, and the story has to connect with human emotions. “The future is in the power of a story well told,†he concluded.
The LED Lights product category has become too cluttered of late with a number of brands unveiling campaigns around the same. Brands like Philips, Syska, Eveready etc have outlined huge budgets to promote products and their associated advantages. Amidst the noise, Havells decided to advertise their LED range in a unique manner by keeping the focus on savings – a primary consumer benefit of LED lamps.
Last year, Havells came up with “Gift an LED†campaign during the festive period. It helped in setting up Havells LED as an ideal gift for the season. This time around they are back with a new campaign which talks about how one can light up other people’s lives using Havells LED.
The new campaign developed by Lowe Lintas Delhi showcases the complete LED range offered by Havells. The communication is based on the simple human insight that when we save money, we tend to become more giving and lend a helping hand to others.
Explaining the rationale behind the campaign, Vijay Narayanan, VP Marketing, Havells India Limited said, “The objective of the new campaign was to build an emotional connect with the consumers while communicating the savings benefit of LEDs. In addition to that we also wanted to showcase the wide range of LED products that Havells has to offer.â€
The new television campaign shows the key protagonists helping those in need by using Havells LED lights. Real life situations that lights up the heart and soul were created. Situation 1 – a little girl lends a helping hand to a poor kid to study in the night by keeping her LED lamp switched on through the night. Situation 2 – A shop owner volunteers to help a woman who happens to be waiting for someone outside his shop by switching on the LED lights in his shop. Situation 3 – a CEO of a company brings happiness to two young girls who are playing at an open space outside the office.
Throughout the three TVCs, the core thought is beautifully summed in the campaign with the thought – ‘Jab bill chhota hota hai, toh dil bada ho jaata hai’.
Amer Jaleel
Speaking about the campaign, Amer Jaleel, NCD, Lowe Lintas + Partners said: “Havells tries not to tell its loyalists why they should buy a Havells. Unlike the other brands who make a ‘sensible’ ‎or ‘savings’ pitch to their consumers, Havells helps you discover what you can do with a Havells LED. So we are telling stories of how people can share light and go beyond the obvious benefits of saving electricity. That’s what will build the overall brand franchise for Havells – Happy Lighting.â€
Adding his views, Shriram Iyer, Executive Director – Creative, Lowe Lintas said, “The campaign idea “bijli bachaiye, roshni failaiye” allowed us to tell simple stories of how people can touch the lives of others in need through light. Generosity comes from prosperity – is a guiding principle for this idea and the life incidents that follow.â€
Eureka Forbes has roped in Madhuri Dixit Nene and Dr. Shriram Nene as goodwill ambassadors for its flagship brand, Aquaguard, for a five-year term, which is a first in its 33 years of existence. As part of its campaign, the couple will be seen together for the first time in a television commercial that will be aired beginning April 26, 2015.
India is facing a severe public health crisis with increasing water-borne diseases and a deteriorating quality of groundwater. Water is the most influential and vital component of our wellbeing, providing the body with the ability to maintain good health by hydrating itself. However, this can only be achieved if the quality, content, and structure of the water meet the body’s requirements.
In its 33 years of existence, Eureka Forbes has been consistently striving to bring innovations and technologies to provide healthy drinking water to customers across India. Aquaguard aims to address the issue of lack of awareness on the importance of consuming healthy drinking water with a new positioning of ‘Shudh se Zyada, Sehat ka Vaada’. As part of this initiative, Madhuri Dixit Nene and Dr. Shriram Nene will come together in a candid avatar to highlight the importance of consuming healthy water. The campaign has been planned by Triton Communications and will be launched across all media channels and platforms.
Sharing his thoughts on the announcement, Marzin R. Shroff, CEO- Direct Sales and Senior VP, Marketing, Eureka Forbes Limited said, “Safe water, pure unpolluted air & hygienic living for all Indians has been the vision of Eureka Forbes. As health care and culture innovators, Dr. Shriram Nene & Madhuri Dixit Nene believe that life is all about balance: staying in great shape and living up to our full potential. It is about building the ecosystem and helping those around you to do the same. It is this larger cause of healthy living and shared values & vision that binds Eureka Forbes and the celebrity couple together.â€
Parle Products has extended its countrywide ‘Litter Free’ CSR project and launched an out-of-home campaign in Delhi-NCR on the back of its nationwide TV campaign rolled out earlier this January.
The initiative, developed by Havas Media Group’s OOH and activation brand Havas Media Active, seeks to take forward Parle’s anti-littering message in an outdoor setting. The outdoor push seeks to amplify the powerful messaging by creating a live, interactive, community experience increasing the chances of its successful adoption as a day-to-day habit. It aims to encourage citizens – namely the youth, to dispose garbage in a correct manner – in the Dustbin!
The high decibel awareness campaign is buzzing all over Cyber City and Cyber Hub. Key components include OOH TV screens in buildings playing the three variations of the Parle Litter Free TVCs with the Corporate Boss, the Class Monitor and Lady in the Shopping Mall looking for Mr. Clean. Backlit scrollers, a series of snap posters and digital pods urge Delhites to stop littering. They chide and explain at the same time with captivating messages like – “Apne ghar ko saaf rakhna sabko ata hai. Toh sadkon ko kyo nahin?†and “Yeh kachrewala ka kaam hai. It’s everyone’s responsibility†making it impossible to simply walk past.
Pravin Kulkarni
Commenting on the campaign Pravin Kulkarni, GM Marketing, Parle Products Ltd. said, “Indians are habituated to consuming products and thoughtlessly pitching wrappers adding to the volume of littering in public places. Our Parle products have disposable wrappers, so we wanted to talk to people, to our youth – to educate and create awareness about this irresponsible behaviour. The OOH campaign is aimed at capturing our youth’s attention, in their environment, with peers and passers-by; prompting conversations and driving them to take responsibility and stop littering. We are already seeing that littering has reduced in targeted locations.â€
Anita NayyarMohit Joshi
Anita Nayyar, CEO, Havas Media Group India, explained “We are glad to take on and execute this ‘meaningful’ initiative with Parle Products. Dirty surroundings are unhealthy, unsafe to society and allowing littering to continue is akin to saying, it’s acceptable. Parle has taken a stand to go Litter Free and wanted to talk to our sharing youth generation in their everyday surroundings. We decided to take the OOH route and zeroed in on Delhi-NCR to catch en-mass this audience. To give a sense of scale, only Cyber City has 4 Lakh working professionals and 50,000 visitors every day which this campaign is addressing.â€
“Parle is a great brand and we have grown up eating Parle G. This initiative connects with the new age audiences in a very meaningful and engaging manner and further enhances the relevance of Parle among the new age audience and in the community at large”, continued Mohit Joshi, MD, Havas Media India. The TVC and poster campaign was created by Vipin Dyani, CCD, Thoughshop Advertising and Film Productions.
MakeMyTrip has unveiled ‘Uncancel’, a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether. In an added delight, the trip is re-booked at the original cost, making it a win-win for the customer.
The feature was conceptualized by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.
FCB Ulka hit on the idea of ‘Uncancel’ to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just tripsâ€. FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.
Sachin Das Burma
Sachin Das Burma Group Creative Director, FCB Ulka said: “In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualization that involved massive changes at their end – in product features, processes and technology integration.â€
The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date.
The Himalaya Drug Company unveiled their latest TV campaign for Himalaya Herbals Purifying Neem Face Wash. The new campaign captures emotions attached to the first pimple and how teenagers turn to their near and dear ones to seek solutions.
When you ask a teenager about their biggest nightmare, it’s probably going to be their first pimple. These are real anxieties, which perhaps most teenagers have lived through at some point in their lives. Research also showed that teenagers turn to their family for advice on skincare especially when it includes concerns like pimples; which was the insight that led to the creative idea.
Himalaya’s new commercial reveals how two siblings bond over a shared concern while also throwing light on the emotions attached with the first pimple. The protagonist in the commercial approaches her elder sibling with breakfast in the morning hiding her cheek with one hand. The ulterior motive behind her sudden benevolence is to seek a solution to her very first pimple from someone she trusts and knows has been through a similar problem. The commercial ends with the functional benefit of using Purifying Neem Face Wash for pimple free skin, with the underlying message ‘Himalaya sabsepehle’.
Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, said, “Being market leaders, we plan to increase penetration and drive category growth which is pegged at INR 1550cr and growing at 15%. Having said that, providing ‘Pimple Free Healthy Skin’ to teenagers has always been the endeavour of ours and pimple is a growing concern amongst them. With our new commercial we want to make Himalaya Purifying Neem Face Wash the go-to solution for teenager’s face care concern and build brand synergy with them. We feel the commercial will connect with the teenagers and enable them to have Pimple free Healthy Skin.â€
Created by Code Red, the TVC has been directed by Gajraj Rao and produced by Subrath Ray.
Genesis Burson-Marsteller has added 17 new businesses and 52 new projects across all its public relations practices as well as Centres of Expertise. This also includes new mandates under Step Up, a business division that was launched last year to provide customisable communication service offerings for startups and investor networks.
Brand ‘Hindware’ has announced India’s leading film actor – Shah Rukh Khan (SRK) as its brand ambassador. A trendsetter who makes a style statement with his every move, a Bollywood heartthrob SRK will feature in Hindware’s new 360 degree integrated campaign, rolling out shortly across all media channels.
Eureka Forbes has roped in Madhuri Dixit Nene and Dr. Shriram Nene as goodwill ambassadors for its flagship brand, Aquaguard, for a five-year term, which is a first in its 33 years of existence. As part of its campaign, the couple will be seen together for the first time in a television commercial that will be aired beginning April 26, 2015.
Parle Products has extended its countrywide ‘Litter Free’ CSR project and launched an out-of-home campaign in Delhi-NCR on the back of its nationwide TV campaign rolled out earlier this January.
