MxMIndia

Category: MARKETING

  • The campaign aims to amplify the idea of not having to compromise one's desires in order to save for the future

    SBI Life’s new TVC urges people to fulfil their wishes

    By A Correspondent

     

    SBI Life launched the latest TVC titled ‘Ab har shouk poora hoga’ (now every wish will be fulfilled), taking forward the brand’s core idea of – Celebrating Life, wherein the protagonist indulges himself in the most unexpected way for its product SBI Life Insurance’s Wealth Plan. The campaign aims to amplify the idea of not having to compromise one’s desires in order to save for the future.

     

    Created by Ogilvy & Mather, the campaign amplifies the idea of not having to compromise your desires in order to save for the future. One half of our life is spent in working hard and saving harder in order to secure the other half. No wonder that insurance communications have always pegged around the later aspect on how to secure our family’s life once we have no income. Given the clutter, the communication of SBI Life Insurance’s Wealth Plan is distinctly refreshing.

     

    “The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” says Braj Kishore, Head- Brand & Corporate Communication, SBI Life Insurance.

     

    Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, says: “The common man in India spends his whole life and money on every day, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different.Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What’s more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”

     

    Abhik Santara, Senior Vice-President, O&M, says: “The communication task for any financial product is duel. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”

     

  • Managing Director Fayas MP could find a foothold for his premium brand in Kerala on the proposition that hair fall and hair loss cuts across demographic lines and hence the price should not matter

    Indulekha: Common man’s premium product

    By Shramana Ganguly

     

    The Kerala-based Mosons Group, established in 1976, was a manufacturer and supplier of coconut oil extractions before Fayas MP, 30, took it in a new direction. A psychologist by qualification, the third-generation businessman and managing director of the company, successfully experimented with premium coconut oil under the personal care brand Indulekha, now being acquired by Hindustan Unilever.

     

    “Fayas wanted to challenge himself by launching a premium hair oil in the Kerala market that was already flush with coconut hair oil,” said Anant Narayan, branch head of Carat Media, the advertising agency that’s been handling the accounts for Indulekha Bringha Oil, Indulekha Satapatri Skin Cream, Indulekha Akrot Face Pack and Indulekha White Soap since 2012.

     

    Indulekha Skin Care Oil was launched in 2008-9, followed by Indulekha Gold Hair Oil, which was renamed and relaunched in 2010-11 as Indulekha Bringha Oil, now the group’s flagship. The fine-tuning helped. “We marketed the brand as a 100% ayurvedic and medicinal brand rather than a cosmetic product and stressed on its main content, bringha,” Narayan said. Today, the brand has 10 products in the hair and skin care segments.

     

    “Indulekha is the common man’s premium product,” said Alex Thomas, brand head, who was part of the launch team and works closely with Fayas. He was handling the account when associated with the Fertile Isle agency before joining as brand head.

     

    Fayas could find a foothold for his premium brand in Kerala on the proposition that hair fall and hair loss cuts across demographic lines and hence the price should not matter. A 100 ml bottle of Indulekha Bringha Oil costs Rs 432. By 2012, the company had roped in Carat Media as it expanded to other areas including Maharashtra and the Middle East. In 2014, Fayas brainstormed with Thomas and Narayan over possible innovations and introducing a product differentiator. “That is when the selfie comb bottle happened,” said Narayan.

     

    The bottle with a patented comb-shaped cap has been popular since its launch in 2014, with sales rising at a 30% pace since then. The company had drawn up plans for expansion to other Indian cities when it caught HUL’s attention, said a person associated with the brand.

     

    When Fayas joined the company, started by AC Moosa and then continued by his son Anwer MP, it had diversified beyond coconut oils and coconut shell powder manufacturing and introduced extra virgin coconut oil into the market. The family also ventured into making machines for coconut-based products.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Cadbury Bournville refreshes its pack design and launches a new 360-degree campaign

    Cadbury Bournville reintroduced in new avatar; unveils new campaign

    By A Correspondent

     

    To remind a busy executive or a home maker to take out time for unwinding, Mondelez India has re-introduced Cadbury Bournville. The product is crafted from fine quality cocoa, carefully selected and refined to deliver an elegantly smooth, dark chocolate experience that captivates the senses with lingering cocoa character, that will set the mood right and add that extra flavor and delight to ‘personal unwind time’, at the end of each day.

     

    “We realize the importance of an individual’s unwind time and we want people to celebrate this end of day routine and reward themselves. By introducing Cadbury Bournville as the perfect unwind partner, we hope to enhance this experience for our consumers. We are confident that the rich & irresistible taste of the Cadbury Bournville will heighten your senses and the lingering after-taste will leave you craving for more wind down moments,” said Prashant Peres, Director – Marketing (Chocolates), Mondelez India.

     

    Mondelēz International has the strong credential in space of Chocolates; and is the maker of some of the leading Global Dark Chocolate brands in the world, like Cote O’Dor and Green & Black. Dark Chocolate is still a nascent category and Cadbury Bournville believes that the current positioning will help establish the end of the day occasion which will eventually lead into developing the Dark Chocolate category in India.

     

    With a structured aim at targeting the Cadbury Bournville’s core target audience, this campaign will be supported by a new TVC, extensive sampling, outdoor advertising and interesting digital engagements. The creative agency for this campaign is Ogilvy & Mather; digital & media agency is Pinnacle (Madison).

     

  • After Juhi and ShrutiHaasan, Sania becomes the third celebrity to join the Kesh King club

    Sania Mirza appointed brand ambassador for Kesh King

    By A Correspondent

     

    Sania Mirza has joined the club of celebrity endorsers of Kesh King, the leading ayurvedic hair care brand in India, owned by Emami Limited. Sania will be endorsing the hair oil and shampoo variants of Kesh King.

     

    Kesh King is also endorsed by celebrities like Juhi Chawla nationally except the southern markets for which Shruti Haasan has been roped in very recently.

     

    Announcing the brand association, Priti Sureka, Director, Emami Limited said, “The ayurvedic hair oil category is one of the most dynamic areas of growth in the Indian hair care market. With the growing environmental pollution, today’s youth is getting inclined more and more to ayurvedic formulations to control hair damages. A young, dynamic and super successful brand ambassador like SaniaMirza, who commands respect and appreciation among millions, is a perfect brand fit for Kesh King which offers the best of holistic hair health solution.  Bringing in SaniaMirza as an endorser to this brand will help us generate enough attention among its target markets and audience.”

     

    Kesh King’s association with Sania Mirza is expected to be manifold. Sania, as a young sports icon, has an universal geographic, demographic and psychographic appeal. She is a credible brand who can help Kesh King not only to reach out to untapped geographies and SECs in the country, but would appeal to all those existing and potential consumers who lead an active life especially outdoors, where environmental pollution tends to have damaging effect on hair.

     

  • We needed a strong and credible face who could help people understand the role of supplementation in addition to balanced diet and exercise as part of leading a healthy lifestyle, says Anshu Budhraja, CEO, Amway India

    Amway India signs Farhan Akhtar as brand ambassador for Nutrilite

    By A Correspondent

     

    Direct selling FMCG company Amway India has signed Farhan Akhtar as brand ambassador to promote the Nutrilite range of the products.

     

    Speaking on the occasion, Anshu Budhraja, CEO, Amway India, said, “We needed a strong and credible face who could help people understand the role of supplementation in addition to balanced diet and exercise as part of leading a healthy lifestyle. Farhan Akhtar was an obvious choice.”

     

    “In India, Nutrilite has firmly established itself as the leading brand in the vitamins and dietary supplements category. The brand contributes more than 50% of Amway India’s turnover. We are confident that Farhan’s association will provide a further fillip to the Nutrilite brand in the country. We plan to launch a high decibel 360 degree campaign in early 2016 to leverage the association of Farhan Akhtar with Nutrilite,” added Budhraja.

     

    Talking about Farhan Akhtar as Brand Ambassador for Nutrilite, Sundip Shah, Chief Marketing Officer, Amway India, said, “Besides being talented and versatile, Farhan is physically fit with a stature and youth appeal that resonates well with Nutrilite’s world class image offering the best of nature and the best of science for optimal health. Consumer response to the association of Farhan with Nutrilite has also been very positive.”

     

     

  • A whacky in-house video highlights the CarDekho app as the best proposition for car purchase

    CarDekho’s Monu-mental’ TVC to ‘Feel the Car’

    By A Correspondent

     

    Automobile buy-and-sell platform CarDekho has released a quirky new TVC campaign that highlights the new ‘Feel the Car’ feature available on the CarDekho app.

     

    Speaking on the TVC, LK Gupta, CMO, CarDekho, said, “We know how attached Indian consumers are to their cars, and we know how crazy our own employees are to develop product features to really bring alive a virtual car experience. This new TVC is the perfect way of defining the new feature, explained and demonstrated by the actual mavericks behind the development. Additionally, all aspects of the production were taken care of by our in-house team to maintain the integrity and clarity of the messaging. We are confident that our new feature will enhance user experience and allow consumers to make the most informed car purchase decisions.”

     

    With a full 360 degree interior and exterior view, recreation of the sounds such as horn, ignition or revving, and embedded video and text pop-ups to explain various car features, CarDekho’s ‘Feel the Car’ feature is a high-functionality development, notes a communiqué.

     

  • The 'Main Hoon Toofani' campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change, notes a communiqué

    Thums Up brings back toofani thunder with Salman

    By A Correspondent

     

    Popular cola brand Thums Up has unveiled a new TVC-led campaign titled, ‘Main Hoon Toofani’ that is in line with its long-running creative message of adventure and machoness.

     

    The ‘Main Hoon Toofani’ campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change, notes a communiqué. The TVC has been created by Leo Burnett, led by Sachin Das Burma. Commenting on the campaign, Burma said: ‘Thums Up has always been the drink of people who have a sense of restlessness and thunder within. Restlessness to get what they want, to go beyond, to achieve what they set their hearts and minds to. This year too, the campaign reflects the attitude of the brand, and the people who have made it the numero uno cola in our country. The narrative this year is to showcase ‘I will not settle for anything less’ and the no-compromise belief of the Thums Up drinker. This is where the ‘Main Hoon Toofani’ philosophy comes alive.”

     

    The new 360 degree campaign leverages mass media on OOH sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook and Twitter.

     

  • The innovative campaign was being developed by L&K Saatchi and Saatchi and was shot by MagicBox productions

    Hamdard unveils latest TVC for ‘Hamdard Roghan Badam Shirin’

    By A Correspondent

     

    Hamdard Laboratories has launched a new campaign for its brand Hamdard Rogan Badam Shirin. The campaign would span the mediums of TV, Print, Outdoor, and Digital.

     

    Thisnew campaign for Hamdard Roghan Badamaims to make a serious effort to talk to the upwardly mobile working class of people who do not have time to take care of their health. From the communication point of view, the emphasis is clearly laid on highlighting the fact that Hamdard Roghan Badam is an 100 per cent pure almond oil which has remarkable benefits.

     

    The innovative campaign was being developed by L&K Saatchi and Saatchi and was shot by MagicBox productions.

     

    The campaign is launched with the creative idea of ‘Expect more with multiple benefits of this oil’,andit looks very well grounded as it stems from a very significantinsight relevant in modern times – ‘Duniyaaapsebahutkuch expect kartihai’. The film highlights the daily struggle and how people are expected to deliver more. How people stretch themselves in their respective roles from being an efficient professional to a responsible and caring family member. Or how a kid is expected to work hard towards being an all rounder and then in addition, be a help to the parents.  And in this fight to meet ever-increasing expectations, Hamdard Rogan Badaam helps us, as it does more than it is expected to do.As a creative strategy, the communication pokes the audience and makes this point by asking, ‘Par koi haijisseaapkareinexpect …more?’

     

    Commenting on this campaign, Mansoor Ali, Chief Sales & Marketing Officer said, “We are happy to see the of the new Hamdard Roghan Badam TVC. It is in line with our vision of communicating with the young, urban and upwardly mobile people; and in bridging the classical generation gap. The campaign is fresh, uncluttered and touches a very basic human insight that “The world expects so much from you…is there anything from which you can expect more? “With this TVC, we expect Hamdard to become even more of the trusted brand name that it has been for years, especially with the urban youth”.

     

    Ankit Garg & Abhishek Misra, creative directors from L&K Saatchi and Saatchi remarked,“While creating the campaign, the challenge was two-fold.  We had to make the brand relatable to the aspiring, multi-tasking people of modern cities along with highlighting the multiple benefits of the oil both in terms of imagery and relevance. It was clear that we wanted to pick up small moments from life that would highlight the ‘extra effort’ we are expected to put in, in an very realistic manner. Pick up situations that show the daily struggle but not often seen in commercials. That would bring the freshness and warmth to the brand.”

     

  • 3-year association as #LegendariAthlete to promote tennis; commences with Chennai Open 2016

    Leander Paes appointed global brand ambassador of Legendari Group

    By A Correspondent

     

    Tennis superstar and India’s Padma Bhushan awardee, Leander Paes has been appointed as the global brand ambassador of the LegendariGoup for a period of three years (2016-2018).

     

    Legendari Group’s association with Paes will commence from 2016’s first tournament on the ATP World Tour, the Chennai Open. The move is made more significant with 2016 being an Olympic year. The Legendari Group will support Paesin every step towards achieving Olympic glory as he prepares to participate in the prestigious quadrennial event for a 7th consecutive time, a record for an Indian sportsperson and in tennis internationally, and an achievement held by very few world athletes.

     

    In his role, Leander will be part of #TeamLEGENDARIAthlete. The Legendari Group aims to utilize the power of brand Leander asa springboard to promote tennis and other growing sports across India and Asia. The Group aims to be Asia’s leading Sports Management Company and a global leader in sports innovation and sportainment.

     

    Founded in 2015, the Legendari Group is based in Singapore with offices in Dubai and Tokyo. It made its foray on the world map with ownership of the Japan franchise, the Legendari Japan Warriors, in the recently concluded International Premier Tennis League (IPTL) 2015. Leander was an integral player of the team that played across five venues – Japan, Philippines, India, Dubai and Singapore, along with other team-mates that included tennis superstar Maria Sharapova, Kei Nishikori, Marat Safin, MirjanaLucic, Philipp Kohlschreiber and Kurumi Nara.

     

     

     

    Executive Chairman & Managing Director, Shanthan Reddy said, “Leander has inspired many generations of tennis players and sportsmen in our country, and across the world with his game. We are absolutely delighted with this opportunity, and wish him success at Rio 2016 and through the year. Sports knows no boundaries and is gender agnostic. We at the Legendari Group are committed to sports, and will continue to identify and add similar such sports initiatives to our portfolio with an aim to emerge as a global leader.”

     

  • This trend of early holiday planning was used by HDFC Life as a trigger to make people think and plan their retirement which is the longest holiday of their lives

    Holiday better after retirement, urges new campaign by HDFC Life

    By A Correspondent

     

    HDFC Life has unveiled its latest campaign that revolves around retirement. The campaign has been devised based on the insight that people today are very particular about their holidays and start planning for them very much in advance to avail better deals for all important holidays of the year. This trend of early holiday planning was used by HDFC Life as a trigger to make people think and plan their retirement which is the longest holiday of their lives.

     

    The objective of the campaign is to induce early retirement planning behaviour in the 35-45 year olds for whom retirement planning is not a priority today.

     

    The film is about a couple who are on a summer holiday along with their children. On a beautiful sunny morning, while the kids are playing in the backyard garden, the couple is right besides them, sitting on a see-saw, having a candid conversation. During the conversation, they happen to talk about retirement, which is their longest holiday and the need for planning it early.

     

  • A-listed stars like Shah Rukh Khan, Kajol, PC lend shine to smaller or regional brands

    Small Brands, Big Stars

     

    By Ratna Bhushan

     

    Kajol, the actor who once endorsed brands such as Whirlpool and Yakult, now backs a little-known detergent called Woosh. The star of the recently released movie Dilwale is seen in Woosh advertisements on the sides of buses and on non-prime-time television spots.

     

    Priyanka Chopra, who plays the lead role in US television series Quantico, is pushing Hisar-based Marvel tea and DS Group’s Rajnigandha cardamom seeds. Chopra used to be the face of Hindustan Unilever’s Bru coffee. Even Shah Rukh Khan, Bollywood’s king of romance — said to be among the highest paid actors — is endorsing Aqualite footwear.

     

    With mainstream endorsements drying up or restricted to the flush-with-funds ecommerce space, A-listed celebrities are settling for regional or smaller brands, which are among the few options available for them. The trend has evoked mixed responses.

     

    “In many cases, the celebrities and their agents seem to be forgetting that quality matters over quantity,” said Shailendra Singh, joint managing director of entertainment marketing firm Percept. “While the older lot is reaching out to anything, it’s unfortunately setting the tone for the next generation. There’s a sense of what’s okay for Amitabh Bachchan should be okay for Varun Dhawan. But that’s not how popular faces should be building their brand values.”

     

    In many cases within the consumer goods space, endorsement fees, which used to run into crores, may have dried up because of diminishing marketing spends. In others, the stars are willing to compromise on their fee to stay in circulation. Cricketer Virat Kohli endorses both Red Chief footwear and luxury car Audi. Actors Akshay Kumar and Saif Ali Khan are the faces of Dollar Bigboss and Amul Macho innerwear, respectively and Ajay Devgn is associated with Vimal pan masala.

     

    “If three-fourths of the endorsement market is being taken up by the smaller brands, then for celebrities it is an available option they are willing to dip into,” said Vinita Bangard, founder of celebrity management firm Krossover Entertainment. A top celebrity manager pointed out that Shah Rukh Khan, who has lent his face to luxury brands such as Tag Heuer watches, hiked his fee 150% for a small brand that approached him.

     

    “In cases like Tag, the celebrity wants the name association because the brand adds to his or her value. But if a small brand wants sudden fame, the celebs and their agents leverage the opportunity and charge in excess of market rates too,” the manager said, asking not to be identified.

     

    Varun Gupta, managing director of valuation and advisory services firm American Appraisal, said it’s a misperception that smaller brands pay less to celebrities.

     

    “For the lesser known brands, getting a well-known face to push themselves is near-instant status and mass appeal. They are willing to pay the market price, or at times, even higher, to get a popular face,” Gupta said.

     

    While traditional advertisers including Coca-Cola, PepsiCo and telecom companies Airtel and Aircel are curtailing the use of celebrities, it’s mainly the ecommerce sites that are splurging. In August, online grocery store BigBasket.com named Shah Rukh Khan as its face.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • This six-member band will be called Brooke Bond Red Label 6-Pack band that will make six songs

    Mindshare Fulcrum gets HUL & YRF for India’s first transgender band

    By Pritha Dasgupta

     

    Hindustan Unilever’s tea brand Brooke Bond Red Label and Yash Raj Films (YRF) have come together to launch India’s first transgender music band as a part of cobranded association. Conceptualised by Mindshare Fulcrum, the idea was pitched to HUL by YRF on Content Day in June last year.

     

    This six-member band will be called Brooke Bond Red Label 6-Pack band that will make six songs. YRF will make six music videos featuring Sonu Nigam and the band. Brooke Bond Red Label spokesperson Shiva Krishnamurthy said, “Brooke Bond Red Label believes in making the world a more welcoming place and we encourage people to live those little moments that bring us all closer by breaking barriers over a cup of tea. This time we chose the medium of music to spread this message.”

     

    Ashish Patil, business & creative head, VP: Youth Films, Brand Partnerships, Talent Management at Yash Raj Films India, said, “It takes huge conviction and belief for a brand to do something so risky. We pitched the idea to HUL on Content Day and now after all these months it is materialising.”

     

     

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish