Polycab has launched a new TV campaign highlighting the power savings offered by its house wires. The campaign emphasizes on the fact that people tend to waste electricity subconsciously; it presents a proposition about how replacing ordinary wires with cost effective safe and quality wires from Polycab can provide upto 25 per cent power savings.
Talking about the TVC, Shashank Pore, Chief Marketing Officer, Polycab Wires, said “The human insight that we have used in this tvc is very contemporary and reflects a forward thinking positive mindset. We can’t change our near n dear ones’ habits as we love them and want to give them their space.†This insight has been dovetailed into a powerful communication that delivers a functional message in a crisp humane way.â€
“With the launch of this campaign we intend to take our brand promise ‘Connection Zindagi Ka’ to the next level. In this campaign we have taken an everyday scenario in a family where the head of family is trying to save. Today safety is hygiene and what consumers expect beyond safety is savings. Also in the face of escalating electricity costs the consumer stands benefitted by using Polycab wires.â€
The campaign, directed and launched by RK Swamy BBDO group highlights the vision of Polycab to provide happiness to consumers and aptly drives home the message ‘Connection Bachat Ka, Connection Zindagi Ka’.
Commenting on the campaign, Sangeetha Narsimhan, ECD West, RK Swamy BBDO said, “The idea behind the campaign is to address the casual approach of our family members towards the electricity. In the day-to-day lives, our family members tend to waste electricity without thinking and though their habits can be irritating at times, but we love them and they are irreplaceable. We felt that Paresh Rawal is an exact fit of a person who can project a very affable, positive and light hearted face to an otherwise serious category. The campaign effectively captures the essence of our core brand promise and is summarized in the payoff line ‘Connection Bachat Ka, Connection Zindagi ka.â€
The campaign establishes connect with the consumers and presents a modern brand image for Polycab which helps to build a cohesive brand recall amongst the masses.
Rohit Vengurlekar, 33, brand manager in Godrej Consumer Products (GCPL) moved into a new role four months ago, heading marketing for the company’s premium haircare offering, B Blunt. It was the latest move in a career graph that followed a fairly unconventional trajectory. He was first noticed as area sales manager in Madhya Pradesh, moving on to area manager Ahmedabad. His last assignment was building Aer, GCPL’s air freshener brand, a new category for the Rs 8,300 crore FMCG company.
In three years, he built it to a Rs 100 crore brand, a creditable feat in an intensely competitive market. Vengurlelar admits, “The three years exposure was a huge learning experience. I learnt how marketing was done to create a category. We were constantly egged on to think different, try new approaches and take risks. I made mistakes but they were seen as part of learning. We were constantly encouraged not to let one failure pull us back”.
However GCPL is loath to let him rest on his laurels. Its constant innovation cycle means even a star performing brand is moved into the base portfolio in its fourth year. “We have given him another challenge: to grow B Blunt, our premium unconventional haircare brand. It is a nascent category right now at Rs 350 crore but we want it to go up to Rs 1000 crore in the next three years,” says Sunil Kataria, business head – India and SAARC, GCPL.
After decades of being a more conservative player in the cut-throat Indian FMCG space, the last few years have seen GCPL become more aggressive. Half of its marketing team has been with the organisation for less than three years. Talent from diverse backgrounds — food, personal care, digital agencies — bring in different perspectives as it moves into new categories: air care, hair crème and Protext handwash in the health and wellness category.
Over the last three months, GCPL has reorganised marketing to create a new structure that leverages its scale and empowers teams. From three marketing groups: household insecticides, hair care and personal care, it is now down to just two — home care and personal care. Home care is led by Ajay Dang, who has previously worked with Colgate and HT Media. He also leads media buying. Personal care portfolio and consumer insights is led by Chetan Gore, who joined GCPL in 2014 after 15 plus years with P&G in India and abroad.
“We are giving marketing leaders dual responsibilities and facilitating higher levels of collaboration. Marketing teams are integrated, whether it is consumer insights, digital, brands or design. We are asking our teams to own the business, take entrepreneurial decisions and empowering them on ground to take risks. Young employees with a proven track record but not necessarily in the same field are being given important roles,” explains Kataria who was earlier CMO and has now been elevated to business head – India and SAARC. It’s part of GCPL rewiring itself to be more agile and innovative, challenging the traditional marketing rulebook.
Nisaba Godrej
Executive director, Nisaba Godrej, has been instrumental in changing organisational culture along with managing director, Vivek Gambhir, to be entrepreneurial and edgy. She believes, “Data and technology are going to see a huge shift which affects the way we budget, structure and work. We need to be really creative and quick on our feet with content and stories around our brands. We have to be much less dependent on agencies. Our marketing teams ought to be whole brained and creative.”
For the first time, GCPL has a creative director, getting in Thomas Dawes from Godrej UK who focuses on brand architecture and communication strategies to ensure the brands are differentiated and memorable. Also on his agenda: studying trends and technologies in digital and mobile to see how they can work for GCPL. Clearly, television alone is no longer enough.
Sunil Kataria
Sunil Kataria says the DNA of the company is to challenge the traditional. Research, for instance, is something that most marketers are comfortable outsourcing. However, drawing from his experience at Idea, Kataria believed there was a significant transmission loss. “We realised the importance of holding the custodianship of the consumer. Asking a third party to do research who in turn would ask an outsourced agency meant we’d never be close to the consumer. We trained teams to be in touch directly as part of Consumer Quest. We hired qualitative in-house researchers from IMRB who are now part of the marketing team.” When in doubt about a brand, GCPL has worked on as many as 70 Consumer Quests aka Conquest researches over 30 days.
The results: almost 40 per cent of GCPL’s incremental growth is driven by GCPL’s new launches. The company has one brand over Rs 1,500 crore (Good Knight), one over Rs 1,000 crore (Godrej No.1) and three over Rs 500 crore (Cinthol, Godrej Expert and Hit). Good Knight Fast Card, India’s first paper-based mosquito repellent, became a Rs 100 crore brand in just 11 months — among the highest run ups for a new FMCG.
Today, the salience of new product development (NDP) to sales is 17 per cent from 5 per cent three years ago. “We could have done better. But 65 per cent success is a damn good average. We do not have the structure and strength of an MNC but we have strength unique to us,” says Kataria.
Its product and package design has caught the eye of retailers. Â “I am impressed by how GCPL has renovated its legacy. It is doing what FMCG marketers should focus on: market development and category creation. The emphasis on design and packaging is amazing. Protext handwash or the hair colour packaging is truly futurist. At Rs 30 a packet, GCPL offered a hair colouring experience that bettered the Rs 500 a pack offered by a rival”, admits Devendra Chawla, group president – food FMCG, brands at Future Group.
And now GCPL is moving onto its next big project, One Rural. It roped in consultant Bain to benchmark the rural strategies of other FMCG companies and found that none were too different. 90 per cent of spends of consumer companies in rural are on TV and activation “We are now on an integrated sales and marketing strategy. Our presence is the weakest amongst most companies, although it has moved up from 24 per cent to 28 per cent over recent years,” says Kataria. In the last four to five months, GCPL has piloted four or five different projects to tap new media. “We are shifting spends from TV to community radio. There are 26-30 operational in India and 120 more will go live soon. GCPL has created a separate GM position within its One Rural organisation with supporting teams in each state to ensure last mile execution. “We have 4.2 million outlets covering 60,000 villages which is 75 per cent of rural. Now the challenge is to get more throughput per outlet. So we are not expanding the rural presence. We will instead focus on top 35,000 villages and back it vigorously with an IT backbone that is among the top three best companies in the country” he says.
Shripad Nadkarni,founder & director of MarketGate Consulting, says innovating on new formats in the mosquito repellent category and the Rs 30 crème hair colour and the air care brand have been killers in the brand space in their respective categories. “The organisational change as an agile, innovation and design-led company is not superficial. The proof of its reinvention is in the marketplace. The challenge for it is its legacy in terms of being seen like some of the old world companies like Tata are: very reliable and trustworthy. The brand image change in the minds of consumers as an innovative and cutting edge innovative brand will not happen overnight. But it is on the right track and that change will happen in due course too,” he says.
Nisaba Godrej says, “I truly believe that we are still at the very beginning of our reimagination journey. You will see a very different GCPL a few years down the line.”
BoroPlus Antiseptic Cream has roped in Amitabh Bachchan and Kangana Ranaut for its brand new TVC. Produced by Rajkumar Hirani Productions and directed by Karan Narwekar, the TVC is slated to hit the air in the month of October, this year.
Speaking on the occasion, Priti Sureka, Director, Emami Limited said, “The new BoroPlus Antiseptic Cream TVC aims to capture one of the biggest talent pools that Bollywood can offer at this point of time and create a classic. With the star power of the versatile & legendary actor Amitabh Bachchan and the accomplished actor of the ‘Queen’ fame Kangana Ranaut put together under the banner of the talented Raj Kumar Hirani Productions, we are confident that we have a winner with us. The TVC has the potential of reinforcing our consumers’ confidence to a greater height for the brand. We are confident that the storyline of the ad film will resonate with every movie lovers irrespective of their age.â€
The Rs. 400+ crore Boroplus portfolio currently comprises brands-for-all-seasons: BoroPlus Antiseptic Cream,BoroPlus Total results Moisturizing Lotion and BoroPlus Prickly Heat Powder. Over the years, the brand BoroPlus has been endorsed by biggest celebrity names like Amitabh Bachchan, KanganaRanaut, Kareena Kapoor Khan, Sonakshi Sinha and Bipasha Basu.
The Mobile Marketing Association Forum (MMAF) Delhi 2015, came to a close with the announcement of the Smarties India 2015 awards. Gold, Silver, and Bronze award winners were announced in 15 categories ranging from Brand Awareness to Cross Media Integration. In addition to the category awards, the Smarties India 2015 also introduced the Blue industry awards that included Agency of the Year in Mobile, Marketer of the Year in Mobile, Publisher/Media of the Year in Mobile, Enabling Technology Company of the Year in Mobile and Best in show titles.
Mindshare and PepsiCo were the big winners for the night. Mindshare led the race with 4 Golds winning the Agency of the Year in Mobile Award while PepsiCo was chosen as the Marketer of the Year in Mobile. The other winners for the night included Facebook as the Publisher/Media of the Year in Mobile, Paytm as the Enabling Technology Company of the Year in Mobile and the Best in Show award was shared by Red Fuse Communications for their campaign ‘Spreading a Million Smiles with a Mobile’ and Mindshare India for ‘Lays hid the Treasure Hunt inside Google Maps’.
“I’d like to congratulate all the award winners. I think I speak not only for myself but also on behalf of the Jury when I say that we were really impressed with the entries this year. They were truly representative of the innovation that drives the mobile marketing industry and great work that’s happening across India. We hope to inspire marketers to further push the envelope in their own campaigns and look forward to more innovations and participation in the future.†said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific.
Commenting on the wins Prasanth Kumar, CEO South Asia said, “I must admit, this year is turning into a great run for us. I would firstly like to thank my team, our esteem clients and our partners who help us to do better. We are extremely happy to win the ‘Agency of the Year in Mobile’ award this year and have been able display wins across brands and also across categories. We will continue to do exemplary work for our clients in adaptive marketing strategies and solutions with best in class service standards.â€
The 2015 Smarties India Blue Industry Awards Winners:
Dell India has launched its new TVC conceptualized especially for the Indian customer’s festive spirit. With its digital premier going online on September 20th, the TVC will be airing in 5 different languages from October 10, 2015 across leading English, Hindi and other regional entertainment, movie and music channels. This festive season, Dell’s television commercial inspires the sentiment of goodness which prevails through festivities, seeing Indians reach out and share the joy of celebration in order to spread the festive cheer.
Conceptualized and executed by GREY group, the Dell festive TVC brings alive Dell’s message to “#Share the Joy†using the power of technology, because “Baantne se hi khushiyaan badhti hain†when it comes to the togetherness which is central to the Indian festive season. It brings alive the viral nature of festive cheer, and how technology can play an active role in multiplying the effect of a good deed by inspiring others to follow, both in reality and in the virtual world.
The TVC begins with a young man who is unable to go home for the festival of Diwali, and he shares his disappointment on his social network using his Dell laptop. His friends respond by showing up at his home to include him in the festivities and make the celebration extra special. A woman witnesses this small act of goodness on social media, and decides to book tickets for her household help using her Dell desktop in order to reunite him with his family during the festivities. Â A brother-sister duo gain inspiration from this gesture, and include children playing on the street in the festivity. They project a life-sized live stream of the celebration of Dussehra onto a wall nearby so the children can enjoy the celebration.
Dell powers the technology which facilitates the social nature of happiness and showcases how its range of devices – desktops, 2-in-1s, All-in-ones, Laptops and Projectors – act as enablers which can aid customers to #sharethejoy.
The Dell “Share the Joy†festive campaign will have a 360 degree impact – across all media with television, radio, print, OOH, Cinema and digital activations. The TVC campaign will be ably supported by social engagement especially on Twitter and Facebook. The aim is to encourage more users to share their stories of how they #Sharethejoy and inspire others to follow suit.
Ritu Gupta, Director, Marketing – Consumer & Small Business, Dell India said: “We believe in empowering our customers to stay connected with their loved ones and share their special moments, using the power of our versatile technology solutions, and aim to be present on occasions that matter to them. The festive season in India not only entails coming together with family and friends to celebrate, but there is joy and contentment when you share that joy with others. What better season than festive to demonstrate how technology is at the core to enabling this feeling. It could be spreading happiness through good deeds or thoughtful gestures, and it further encourages others to share the joy of festivity and goodness. The concept of #ShareTheJoy recreates the sentimental value of festivity, as we seek to celebrate with our customers and watch the happiness grow.â€
“Festivals are all about festive spirit, which brings out our best selves and creates a stage for us to spread cheer among others. Any act of niceness is inspiring and has a cascading effect. And with technology, we can share the joy like never before,” said Ram Jayaraman, Senior Executive Director, GREY Bangalore.
Orient Electric, part of USD 1.6 billion diversified C K Birla Group, has launched an integrated brand campaign for LED Lighting. The campaign featuring Mahendra Singh Dhoni urges Indian consumers to shift completely from conventional to LED lighting and highlights the ability of Orient Electric’s LED lighting to offer significant savings on electricity bills. With the launch of the campaign, Orient Electric is also expanding its portfolio of LED lighting to reach out to the mass market.
Explaining the rationale behind the TV campaign, Rakesh Khanna, Chief Executive Officer, Orient Electric said, “Today, consumers understand and accept that LED is a superior technology, runs longer and consumes less power. However, many of them are yet to switch lighting at their homes and office to fully LED. This is depriving them of real benefits and maximum savings on their monthly electricity bills. Through this campaign, we want consumers to adopt LED lighting more holistically. Our new range of LED lighting products is also in line with this thought and reflects our confidence in the potential of LED as the future of the industry. “
Alok Lall, Executive Director, McCann Worldgroup said, “With the increased competition in the home lighting space, not only was a strong proposition required, but also a creative that’s cutting edge to break through the clutter. McCann Worldgroup has attempted just that, with its unique treatment and tone of voice that is sure to get heads turning in the marketplace and get Orient Electric and its LED lighting range noticed. In addition, the usage of celebrity is also a break from the mundane, where the chemistry of our star character ‘Chikki’ along with M.S. Dhoni plays a big role.â€
Puneet Dhawan, Sr. VP and Head of Lighting Business at Orient Electric said, “Today, lighting is not seen as a product but as a wholesome package where design, aesthetics, functionality, efficiency, output, longevity, all come together. In India where voltage fluctuations and umpteen variables play a part, it is important that we develop products that meet market requirements. Our LED products are designed to withstand power supply variations in a much better way which adds on to the life of the product. Our established competence centre works on various elements but largely focuses on the electronics and design of drivers and PCB for LED products. The new LED lighting range is in line with our brand promise to provide smart and innovative lighting products which delight our consumers. Besides consumer lighting solutions, we have also added a new range of outdoor lighting solutions covering Streetlighting, Floodlighting and Landscape lighting applications. We are making strong inroads into the LED lighting segment and this campaign will reinforce our definitive positioning.â€
The TVC will run for four weeks and will be strongly flanked by print and radio advertisement and active engagement through digital touch points.
Keeping pace with the changing times and market needs, Hamdard Laboratories Company invited various agencies for a pitch and were reviewed on the relevant work credentials, understanding the brief and task in hand, strategic approach and creative route presented.
L&K Saatchi & Saatchi won the account in a multi-agency pitch on the strength of its strategic and creative approach and was awarded the creative duties for brands like Roghan Badam Shirin (almond oil), Traditional medicines, Cinkara, Naunehal Gripe Syrup and Corporate Communication duties.
Speaking on the development, Mansoor Ali, Chief Marketing Officer, Hamdard Laboratories said, “Hamdard is a iconic brand which has a rich legacy of over 100 years enjoying a huge consumer base in India and abroad. Leveraging its heritage and catering to modern day consumers, Hamdard is now geared to expand and innovate keeping wide product offerings and modern day consumers in mind. Hence a fresh approach and a strategic direction from our creative partner was critical for our brands. After a detailed evaluation, we finalised L&K Saatchi & Saatchi as our creative partner who we felt understands and shares the same passion with us.â€
Anil Nair- CEO and Managing Partner, L&K Saatchi & Saatchi said, “We see immense opportunities in working on these categories. Hamdard’s exciting product mix is indeed a challenge and delight to work on. Keeping a fine blend of traditional with modernity, old with new, young with old, Hamdard as a brand gives our creative thoughts a new dimension that is very satisfying. And hence our creative strategy is completely in sync with Hamdard reoriented marketing strategy which we hope should culminate into great results in the market.â€
Sanjeev Gauba – Sr. VP and Branch Head L&K Saatchi & Saatchi Delhi said, “Today’s markets needs very precise solutions, across mediums, to engage well with the consumer. Our passion was visible in our strategic and creative work. We are thrilled and honoured to be associated with these iconic brands and see a great long term partnership emerging with Hamdard.â€
Carysil, a German engineered high-end kitchen appliances brand, has launched its new TVC to turn the spotlight on its new high-tech range of kitchen appliances and sinks. The recently launched TVC promotes the brand’s range for the modern contemporary women of today who efficiently manage different roles in their lives.
Conceptualised by Triton and directed by Uday Bhandarkar, the TV ad film opens with a polo match, which reveals a young lady showing off her equestrian skills and winning the match. It goes on to depict a day in the life of this empowered urban woman wherein she is shown as being in love with her aesthetically designed kitchen and hence doesn’t mind celebrating her triumph there all by herself. The effortless functioning of her kitchen makes her waltz through setting dinner and dressing up for it. The TVC targets trend savvy and well-heeled Indian purchasers who want their kitchen to be their recreation zone as pivotal as a living room. The campaign shows how Carysil redefines the kitchen space assuming new proportions to encompass both utility and artistic appeal through the tagline, “Art That Works.”
With the role of Indian women transforming from being a mere homemaker to an urban go-getter, even her kitchen appliances have progressed to become convenient and multi-faceted. The 90 sec commercial captures this essence with a thoughtful and impactful approach to it, keeping intact the youthful flavour for its target consumer.
How brands and big box retailers prepare for festive seasons or sales is, by now, an oft-told tale: extra staff come on board for just a few days, months are spent negotiating exclusive deals, there’s a ‘no-holidays-during-the-holidays’ rule for regular store hands and the shifts stretch from 6 AM to midnight.
But what of India’s leading ecommerce players? Apart from throwing in discounts every day, many of them are remarkably susceptible to isolating one day (or three) a year when they hope the largest chunk of money spent online by Indians will be on their sites or apps.
Flipkart’s founders were preparing for a bigger, better ‘big billion day’ as far back as January this year. It wouldn’t surprise us if in the last three months of 2015, there’s a grand orgy of conspicuous consumption, complete with “never before” deals on the apps and sites of Amazon, Flipkart and Snapdeal.
Online sales have existed for a while: Citibank’s OMG Sale and the Google Online Shopping Festival, for instance. But the one that’s most recalled for reasons good and bad is Flipkart’s Big Billion Day sale last year. It was online Darwinism at its finest. Those with fast net connections, twitchy fingers and instincts honed by last minute bids on Ebay fared well. The ones who were disappointed — and it felt like there were at least a billion — fumed and fretted online till the Flipkart’s Bansals felt compelled to apologise. So, what are etailers to do as they prepare to serve another big billion?
Be Ready For Literally A Billion Transactions
Etailers cannot make grandiose claims of serving a billion and then not have the computing power to deal with even half that number. Whether online or offline, infrastructural readiness counts for a lot. Overseas, the main motivation for such sales is offloading stock.
In India, it’s to get a larger number of people shopping online. Their first experience needs to be memorable. Error messages and products disappearing from shopping carts don’t make for great memories. Rajdeep Endow, MD, Sapient, observes, “No amount of advertising can bridge the gap in how long a product is available for. It’s better to have a live clock ticking, counting down the duration of the deal rather than people finding inventory is over.”
Throw mobile-based apps into the mix and things get a lot more complex. On the one hand, there’s a walled garden of data to be mined. Observes Kumar Subramaniam, co-founder, Zero:Zero: “We know if the app’s been used to search for shoes, if the purchase was made, if there was an exchange, etc. The ecosystem is rich and etailers are just scratching the surface.” Which brings us to its biggest problem: complex user interfaces with lots of scope for unintended button mashing.
Subramaniam admits, “Shoddy UX is a big issue that is unaddressed. I guess it’s more painstaking than splurging crores on an ad campaign.” While still on apps, Harshil Karia, MD, Schbang, believes there’s a case to be made for them using data optimally and “compression and resizing of images is a must.”
Make Shopping Social
Even online shopping is not a lonesome experience in India. There are phone calls made, links shared, and parallel teams of friends, family and colleagues tracking prices on other sites.
Ajay Kelkar, co-founder and COO of Hansa Cequity suggests, “I don’t know how many of these sites rely on augmented reality or apps that allow you to share information or deals with friends and family.” He suggests using augmented reality to create a social sharing experience. For instance, trying out a muffler or scarf and buying it off the app instead of going to the store. He believes, “If tech platforms move from managing high volumes of transaction to better experience that would be a game changer.”
Rely on Big Data. But Not Just On Big Data
According to Karthik Nagarajan, national director – content and social media, GroupM, “Data influences almost 40% of orders received by the larger players.” While the most obvious use is recommendations, Endow says it’s globally harnessed to project demand and make sure etailers have the infrastructure to meet it, or to create or optimise real time campaigns. Throw in external data and it allows for a more compelling sales pitch. Kelkar observes, “For Ajay a Maharashtrian in Kolkata, Ganesh Chaturthi maybe more important than Durga Puja. It is a more personalised expression of an offer.”
Have a Good Explanation Ready For The Backlash
The apology from Flipkart last year was heartfelt but it’s unlikely to have the same impact if used again. There’s always going to be backlash and etailers need to work out what they are going to say well in advance. Consider the number of attackers: Disgruntled customers frustrated by a slower than the norm delivery. Vigilant shoppers tracking whether an etailer inflates prices before discounts. Online smartasses who live for the chance to poke fun at etailers and their dodgy selections – run a search for Hilarious Reactions to the Amazon Prime Sale, if you don’t believe us. Also the parameters of success or failure need to be defined. If stock has sold out, it’s a success, in spite of what angry online critics may say
Try To Do Things Differently
At some point, etailers need to figure out if they are really building brands or just coming through as an undifferentiated mass of deal providers. Nagarajan admits, “I’m not sure how much unaided recall people have on one sale against the other since they all come at you via newspaper ads or TV commercials.” One way of making things memorable is by opting out of the big sale rat race. Kelkar suggests: “Like credit card companies give pre-approved offers what stops etailers from giving me preapproved sales rooms?” Given they are not as time bound as brick and mortar stores, it’s entirely possible to have a personalised sale for every customer, perhaps on their birthday. Kelkar says, “It allows people to experience the site in different ways at different times: to fragment the base, from all users coming at the same time for price-offs.” However this approach discounts a very critical aspect: Scoring a deal few others got, that many were in the running for. The bragging rights that accompany buying a Rs 40,000 camera for half the price are often a bigger draw for a consumer than a consummate love for photography.
Heinz Tomato Ketchup has launched its new advertising campaign in India. The intent of the campaign is to educate the consumers about how good the product is considering Heinz is the only tomato ketchup which is 100% Natural. It does not contain any artificial preservatives, colors, flavors or any added starch.
The campaign is based on the insight that though taste is the prime factor in deciding what one eats, health is becoming increasingly relevant day by day. Consumers are becoming more sensitive on the ingredients which make up the product. They would love to avoid artificial preservatives from their packaged food if they had a healthier choice in the market especially in Ketchup where the kids are the biggest users in the household. The campaign visualizes a Heinz Tomato Ketchup bottle being made directly from the tomato plant without anything artificial going into it.
Heinz established in 1869 is one of the oldest food companies in the World. The Heinz brand embodies the belief of the Founder H.J.Heinz that “Quality is to a Product, what Character is to a Manâ€. It is in this context that Heinz with its unparalleled expertise and heredity of more than a century stands out different and unique.
The campaign is currently on air and would be promoted on mediums like digital, outdoors etc.
IDFC, leading integrated infrastructure finance institution, has unveiled its new brand identity, and announced the Board of Directors and Management team of IDFC Bank.
Speaking on the occasion, Dr. Rajiv Lall, Executive Vice Chairman and Managing Director, IDFC Bank said “A brand isn’t just advertising or a message that we promote; it has to be a philosophy we believe and live every day to ensure our customers experience it in what we say and do. We were keen on a logo that captures the vibrant colours of our nation. Our new logo reflects this diversity and is symbolic of the upcoming colours of change in banking to meet the rapidly changing expectations of consumers.â€
IDFC Bank’s identity is a good indication that it wants to be a bank unlike any other. The palette is bright, warm with violet, yellow, pink and orange that symbolizes transformation, energy, youth and optimism – the qualities of modern India. The colours are translucent to capture the transparency in IDFC Bank’s DNA.
Additionally, the institution also announced a nine-member IDFC Bank board with former Union Home Secretary Anil Baijal as the non-executive chairman and Dr. Rajiv Lall as the Executive Vice Chairman and Managing Director.
The other members of the Board include former Controller and Auditor General, Vinod Rai; ‎Infosys Chair Professor for Agriculture at ICRIER, Ashok Gulati; former Managing Director for operations at the World Bank, Gautam Kaji‎; former Goldman Sachs Managing Director; Ajay Sondhi; former Citibank India CFO, Abhijit Sen; Founder of Swadhar Microfinance, Veena Mankar; MD and CEO of IDFC Ltd., and Vikram Limaye.
IDFC received final approval from the RBI in July this year, making it the second lender to enter the banking sector after more than a decade.
Post demerger, all the lending business of IDFC Limited will be demerged and transferred to IDFC Bank. IDFC Limited will continue to be a listed holding company.
Standard, from the stable of Havells India Limited has roped in Bollywood actress Alia Bhatt as its brand ambassador. As part of this association, Alia Bhatt will endorse products through an aggressive advertising campaign, which is slated to be launched by end of September 2015. The advertisement campaign will have a series of 3 TV commercials which is conceptualized and executed by Mullen Lintas.
Over the years, Standard has been serving the Indian customers with superior quality products and has established itself as a key player in the electrical products segment by constantly creating best in class, innovative and trend setting products. Last year the brand entered into the consumer segment by launching range of fans. To keep pace with the modern times, changing consumer preferences and enhancing brand appeal to younger consumers, the brand unveiled its new identity earlier this year.
Commenting on the association of Alia Bhatt as the brand ambassador, Anil Rai Gupta, Chairman & Managing Director, Havells India Limited said, “We are delighted to have Alia Bhatt as the brand ambassador for ‘Standard’ brand. She truly represents the ‘Young Energy of India’ which will be the new positioning for the brand. We firmly believe in fulfilling the aspirations of modern day consumers who are confident, independent and do not want to settle for less. She aptly represents our brand’s ideology of style with substance and is a perfect blend of everything that the brand stands for.”
BoroPlus Antiseptic Cream has roped in Amitabh Bachchan and Kangana Ranaut for its brand new TVC. Produced by Rajkumar Hirani Productions and directed by Karan Narwekar, the TVC is slated to hit the air in the month of October, this year.
Standard, from the stable of Havells India Limited has roped in Bollywood actress Alia Bhatt as its brand ambassador. As part of this association, Alia Bhatt will endorse products through an aggressive advertising campaign, which is slated to be launched by end of September 2015. The advertisement campaign will have a series of 3 TV commercials which is conceptualized and executed by Mullen Lintas.