MxMIndia

Category: MARKETING

  • It has already organised various roadshows last year and this year we are organising 10 Roadshows

    Odisha Tourism hopes to lure tourists with its roadshows

    By A Correspondent

     

    The Department of Tourism (DoT), Government of Odisha, in it’s bid to attract domestic tourists from an important source state and commercial capital of India – Mumbai organised its road show recently. The objective is to promote the state & its variety of tourism products in the western part of India.

     

    Located on the eastern coast of the country, Odisha is a tourists’ paradise and has many stunning destinations which offer a visual feast to the tourists & visitors. It also throws an educative and culturally pleasing insight into one of the oldest civilizations of the World. The road show seeks to benefit and provide information on Odisha Tourism to the tour lovers, tour operators, travel agents, travel writers, journalists, decision makers etc.

     

    Odisha has successfully nurtured three great religions like Buddhism, Jainism & Hinduism. The DoT is also organising a number of Tourism events like Konark Festival (1st – 5th December), International Sand Art Festival (1st – 5th December), Parab Tribal Festival (16 – 18 November), Dhanu Yatra Festival (Dec – Jan) Rajarani Music Festival (18 – 20 January), Mukteswar Dance Festival (14 – 16 January) etc. to attract more of domestic and international tourists.

     

    Odisha Tourism to attract domestic tourists from various parts of the country is holding road shows in different cities. It has already organised various roadshows last year and this year it attempts to organise ten Roadshows.

     

  • #MallNahiMarket is a 360-degree media campaign which reinforces ShopClues' market positioning as a mass brand

    Shopclues unveils its latest #MallNahiMarket campaign

    By A Correspondent

     

    ShopClues has unveiled its latest campaign titled #MallNahiMarket. The objective of the campaign is to break the clutter in the realm of e-commerce with its value-for-money shopping experience.

     

    #MallNahiMarket is a 360-degree media campaign which reinforces ShopClues’ market positioning as a mass brand. The campaign offers its shoppers an experience of an Indian street market with competitive pricing and a wide assortment.

     

    ShopClues’ latest TVC depicts a happy Indian Shopper who dances to the tunes of “Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai.” This happy-go-lucky character celebrating bargains at ShopClues represents the company’s shoppers who are bargain-hunters and love a bazaar-like experience! The communication route is meant to strike a chord with ShopClues’ consumers who rely on great pricing across the ShopClues website and mobile app. The TVC ably illustrates that the ShopClues’ app is perfectly poised to give customers the most authentic market experience online which reiterates its communication – “Market in your Pocket”.

     

    ShopClues plans to roll out 3 TVCs for its leading categories namely Fashion, Home & Kitchen, and Electronics. These fun-to-watch TV ad films have been created and conceptualised by Mumbai-based Enormous Brands.

     

    Talking about the new brand campaign, Nitin Agarwal, AVP-Marketing, ShopClues commented, “Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasise on replicating the Bazaar-like familiarity & experience on the online and mobile platforms. On our platform customers can expect the biggest product range & price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs.”

     

    When asked about his stance on the Latest Campaign launch, Ashish Khazanchi, Managing Partner of Enormous Brands said, “While shopping at a mall is a concept from the west, shopping at a market is a more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet the consumer expectations and does so in a relatable and colloquial tone and manner.”

     

  • Major advancement for campaign optimization andvaluing OOH's ROI

    Kinetic unveils new analytic function ‘SAS’

    By A Correspondent

     

    Kinetic Worldwide  announced the launch of ‘Social Amplification Score’ (SAS) powered by FUEL Intelligence, an analytics and technology specialist. A first of its kind measurement tool it allows brands to attribute consumer’s social media interactions directly to an out of home media spend.

     

    Formed by a ground-breaking set of propriety algorithms and software, SAS analyzes social media data across Twitter, Facebook, Instagram and Tumblr – identifying which social post are directly attributable to OOH campaigns. Through SAS an OOH campaign’s earned social media reach and awareness is now quantifiable — a major advancement in valuing OOH campaign performance and applying an omnichannel approach to OOH.

     

    “This tool was developed in response to a real need we identified from our clients and account services teams,” says Paula Fernandez, Kinetic’s Global Head of Data, Tools, and Analytics. “We saw some of our campaigns generating an incredible response on social media, earning huge numbers of additional impressions.  We were being asked how to value this amplification, but no tool existed to do so—so we built one—so we partnered with FUEL Intelligence to build one.”

     

    FUEL Intelligence CEO Marc Maley commented, “We are delighted to have aligned our services with Kinetic’sto deliver an innovative OOH measurement product that bridges the physical and digital worlds.”

     

    Previous attempts to measure the social impact of OOH required the use of campaign-specific hashtags—an approach that failed to capture the majority of social sharing.  In a significant advancement, SAS canbe utilized without the need of any hashtag or additional audience action.The toolalso evaluates the “opportunity to see” on social, an analysis of posters’ followers, creating a more robustcapture of OOH impressions on social than ever previously possible.  “By providing a more comprehensive picture of the reach of OOH campaigns, SAS enables marketers to better understand the impact of their campaign spend.,”notes David Krupp, CEO of Kinetic North America.  “It’s a major advance in evaluating OOH campaign ROI.”

     

    SAS data provides valuable campaign optimization opportunities by delivering a wealth of insight into which creative, media sites, and formatsare sparking the most social activity.  With aggregated and anonymized data on each social poster’s demographics and interests; SAS is avital campaign optimization tool.

     

    “I see SAS as one piece of a larger puzzle Kinetic is solving,” says Mauricio Sabogal, Kinetic’s Global CEO.  “We want to understand and measure how all the media that reach moving audiences interact, so we can leverage those synergies to create more effective campaigns.  This is a big step forward towards that goal.”

     

  • MxMIndia brings you a pick of the ads released by Amul around the Union Budget

    10 Amul topicals that effectively capture the Budget over the years

    When the Budget proposed a service tax hike in 2015

     

    Over five decades, the Gujarat Cooperation Milk Marketing Federation (GCMMF) which owns the brand name Amul, has been presenting some memorable advertising on billboards and, in recent times, in print as well. In many ways, the Amul topicals — all created by Mumbai-based da Cunha Advertising — have come to reflect the mood of the nation. It’s Budget Day today, and like MxMIndia has done in the past, what better way to remind ourselves of speeches and proposals made by finance ministers over the years.

     

    Here are 10 creatives, including the one released in 1991 after Dr Manmohan Singh presented his historic Budget and brought liberalisation to the country.

     

    Ahead of current Finance Minister Arun Jaitley presenting his first Budget in 2014, after the newly-elected BJP-led NDA came to power

     

    The UPA’s farewell Budget in 2014, presented by then Finance Minister P Chidambaram

     

    On the Union Budget of 2013

     

    On the Union Budget of 2012

     

    When former Finance Minister Pranab Mukherjee presented the Budget in 2011

     

    On the Budget incorporating the new Value Added Tax (VAT) in 2005

     

    On the effect of increased taxes in the Budget in 2002

     

    On Finance Minister P Chidambaram’s first balanced Budget in 1996

     

    When former Finance Minister Dr Manmohan Singh had to do a tightrope walk for his maiden Budget in 1991

     

    This story first appeared in dna of brands on February 29

     

  • Zindagi Chale Smooth is a human expression of the brand’s core offering

    Leo Burnett crafts new philosophy for HP Lubricants

    By A Correspondent

     

    Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives. The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.

     

    Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.

     

    Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.

     

    Saurabh Varma, Chief Executive Officer – South Asia, Leo Burnett, said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.

     

    A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”

     

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.” Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV.

     

    While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.

     

  • To be launched first on the digital platform, the integrated campaign borrows from the successful theme of 'Feel Like God' which made the Avenger a highly sought-after bike when it was launched more than a decade ago

    Bajaj Avenger promises a ‘Feel like God’ experience in new campaign

    By A Correspondent

     

    The era that we live in today is replete with chores and responsibilities that demand something more than the ordinary. Every day is a struggle where one has to literally push and challenge oneself in their pursuit to achieve something over the ordinary. This adage is particularly true for regular office-goers and those with mundane 9-5 jobs, who are often caught in a rat race to stay afloat and be noticed. But then there are those just chose to veer from the ordinary and do things their own way. Or rather approach life in a relaxed and non-conformed manner. These are the doers that Bajaj Avenger seeks to communicate with as it unveils its latest campaign.

     

    To be launched first on the digital platform, the integrated campaign borrows from the successful theme of ‘Feel Like God’ which made the Avenger a highly sought-after bike when it was launched more than a decade ago. In keeping with the original philosophy, the latest campaign that has been conceptualized by Mullen Lintas, shows the Avenger man traversing a ‘break free’ journey yet again and sees him giving up certain choices that would have otherwise impaired his freedom.

     

    The campaign has been developed based on the insight that there is too much cut-throat competition around us and that everyday has become a rat race for all. People today are competing with everyone and for almost everything. And while we are busy competing and dealing with insecurities of everyday life, we have lost sight of life itself. We have forgotten the bigger picture, forgotten the joy of discovering who and what we are. That’s because all we end up doing is playing the rat race. The new campaign thus serves as a wake-up call, especially to the youth, bringing them face to face with the bitter truth of their lives. It makes them relive and discover life; making them ‘Feel like God’.

     

    Commenting on the launch of the new campaign, Sumeet Narang, Vice President – Marketing – Bajaj Auto Ltd, said, “We launched 3 new variants of the Avenger – Cruise 220 and Street 220 and 150 and they have been hugely successful from day 1. The bikes not only serve well for daily city commute, but are also perfectly designed to take long weekend and adventure rides with aplomb. Their relaxed riding position, impeccable performance and world class looks have made them a big draw especially with the hard working young professionals. Our interactions with customers revealed their love for weekend escape trips on Avenger. Several Avenger riding communities have also come up which celebrate the feeling of liberation this bike offers. Our brief to Mullen Lintas was to dramatise this sense of liberation but with a context to daily life”.

     

    Providing his perspective on the idea for the campaign, Ayyappan Raj, Executive Vice President – Mullen Lintas, Mumbai said, “For the tribe of Avenger riders, ‘Feel Like God’ is a way of life. Which is the reason why we have approached the entire campaign more like a lifestyle brand and not a typical two-wheeler brand. From the digital videos (demonstrating the riding experience) to all the social media engagement and the special rides, we’ve tried to create a ‘Feel Like God’ experience for the Avenger aspirers. The coming days will see more communication being unveiled that will espouse the cause even further, including the activities planned through our FB page ‘Avenger United’.”

     

    The campaign shows the Avenger man undertaking his ‘break away’ journey reminiscing the things and experiences that would have otherwise slotted him among the ordinary. A journey where he forgoes the rush-hour race where all scramble to reach their office in time, or the race to grab the most sought-after chair in the office or to gain good monetary raise, or even the race to garner fame and a corner seat in the office…basically stay away from the rat race and opt for a life that detests these temptations. It is when one rises above from his or her everyday role that they get to experience the ‘Feel like God’ moment.

     

    Explaining the creative thought-process, Shriram Iyer, National Creative Director, Mullen Lintas said, “The campaign attempts to capture the spirit of ‘Feel like God’. Again. An idea that originally launched the bike a few years ago, remains as relevant today as it was then. Back then we saw a rider effortlessly forgiving the people who did him wrong. And now, it’s a rider who laughs softly as he imagines the world of men caught in a rat race. He imagines the futility of it all. And as he takes in the road, the sky, the sun and the wind, he ‘Feels like God’. He rises above the everyday. He distances himself from the preoccupations of modern life. He chases nothing; rather, he ‘Feels like God’.”

     

    After a digital burst for a few days, the campaign would traverse the offline route and play on popular television channels across regions & genres.

     

    Team credits:

    Agency: Mullen Lintas

    Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan

    Account Management: Raj Ayyappan, Manish Somani, Ahsan Khan, Pallavi Krishna

    Planning: Ekta Relan

    Production House: Shouvik Basu

    Director: Richard d’alessio

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group. It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage), healthcare marketing (LinHealth), video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100. Recently, the group was declared the Effie Agency of the Year for 2015 in India.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact:

    GolinOpinion                                                      MullenLowe Lintas Group

    Aparna Mehrotra                                                Johnson Napier

    +91 9969623947                                                  +91 9892981600

    aparna.mehrotra@golinopinion.in              johnson.napier@mullenlowelintas.in

     

     

  • Mahindra launched this new range of trucks after an intense research on trucks and Indian transport

    Mahindra unveils new campaign for its latest ‘Blazo’ range

    By A Correspondent

     

    Mahindra and Mahindra Limited recently launched its range of trucks – Blazo. This is supported by a new TV campaign featuring Bollywood star Ajay Devgn created by Interface Communications.

     

    The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel. He then goes on to talk about the guarantees given by Mahindra Blazo.

     

    Mahindra launched this new range of trucks after an intense research on trucks and Indian transport. Based on its findings, Mahindra came out with the FuelSmart technology that comprises a powerful mPower engine and a multi-modal switch that helps the driver choose between heavy mode, turbo mode and light mode based on the load and road conditions.

     

    Speaking on choosing Ajay Devgn as the brand ambassador, Rajeev Malik, Senior General Manager, Mahindra Truck and Bus Division said, “This film is all about exuding sincere confidence. We felt Ajay Devgn does exude sincere confidence in his own style. He is also very close to the Mahindra DNA in terms of a very masculine personality.”

     

    On the creative execution of the commercial, Joemon Thaliath, COO, Interface Communications said “The task for creative was to translate this excitement and confidence to truckers and people at large.”

     

    Robby Mathew, CCO, Interface Communications added “The challenge here was to match the directness of the message with Ajay’s understated style. I must say that the director Aloke Shetty has pulled it off very well.”

     

  • TVS Jupiter targets the rooted, middle-class Indian man

    TVS rides on Big B’s popularity in latest campaign for TVS Jupiter

    By A Correspondent

     

    TVS Motor Company has launched the latest campaign for its brand TVS Jupiter. The new ad campaign salutes and recognises the life mantra of the Indian Man – “apne se bhi zyada apnon ke liye”. The TVC has been created by Dentsu Communications and is running on-air across channels. It celebrates the dedication, hard work and the spirit of the Indian man who ‘enjoys doing more’ relentlessly through its brand philosophy evangelist Amitabh Bachchan.

     

    The objective for TVS Jupiter is to be the leading scooter brand of the country by gaining a higher brand preference amongst the consumers. So, going forward, the established rational positioning of ‘Zyada Ka Fayda’ will be reinforced with an emotional pay-off of the positioning.

     

    TVS Jupiter targets the rooted, middle-class Indian man. Somebody who is self-made, has endured a lot of struggles and has steadily worked his way up. His world revolves around his dear ones, in every aspect of life, and with great pride he constantly strives to do more for them.

     

    Extensive researches resulted in the findings that TVS Jupiter was the TG’s Man-Friday that enabled him in fulfilling his responsibilities. It helps him get satisfaction by doing more and fulfilling his responsibilities better for his dear ones.

     

    The film expresses this joy of doing more through the many ‘Zyada’ in their life – a caring father, a dutiful son, a community pillar, a responsible citizen or a dedicated patriot. Playing each of the life role is about drawing on the deepest reserves of physical, mental and emotional strength, so that your dear ones have more to build his life on. And no one understands this better than someone who has experienced this himself.

     

    Each situation in the TVC has a common thread connecting them across the diverse geographies and cultures of India – their willingness to strive for the happiness of their dear ones and in every aspect of life.

     

    Aniruddha Haldar, Vice President-Marketing, TVS Motor Company, said, “TVS Jupiter is crafted for the Indian Man. A common thread connecting them across the diverse geographies and cultures of India was their willingness to strive for the happiness of their dear ones, in every aspect of life, almost like a life mantra, “apne se bhi zyada apnon ke liye”. TVS wanted to salute and recognize this spirit of the Indian Man and hence crafted the TVS Jupiter for him and brought in Mr. Amitabh Bachchan, the defining icon of the Indian psyche as the brand philosophy evangelist. This beautiful creative at its core is a salute to the life philosophy of the Indian Man “apne se bhi zyada apnon ke liye” by the one icon Mr. Bachchan whom he holds above everyone else, and places the TVS Jupiter firmly as the ride of preference delivering “Zyada ka Fayda”.

     

    “TVS Jupiter celebrates the selfless spirit of a common man whose small everyday acts for others, are by no means ordinary. Needless to add, this story had to be strung together by none other than Amitabh Bachchan” said, Simi Sabhaney, CEO, Dentsu Communications, Bangalore.

     

    “The campaign is a collection of montages across India that reflect the very essence of the everyday Indian man, who selflessly lives an existence for the benefit of the people who are dearest to him. Simply put that’s his greatest joy “apne se bhi zyada apnon ke liye”. Mr. Amitabh Bachchan brings out this insight beautifully with his credible stature. The scooter stands for this at a rational platform as it is truly a ‘Zyada ka Fayda’ product in all respects.” said, Samrat Chengapa, Sr. Vice President-Client Servicing, Dentsu Communications, Bangalore.

     

  • The TVC will enable Samrat to effectively reach out to diversified consumers across the country

    Grey unveils new campaign for Samrat Atta

    By A Correspondent

     

    Samrat Atta has unveiled its new campaign that amplifies how the ritual of breaking bread together can tide over several differences in our society. Whether it’s the difference between different social classes, between bosses and subordinates or between English medium colleagues and those from Hindi medium.

     

    Elaborating the insight and the strategy, Dheeraj Sinha, Chief Strategy Officer, GREY South & South East Asia said, “Culturally, food is the greatest binder of people. The ritual of breaking bread together is prominent in all faiths. Muslims have the ritual of breaking fast together during Ramadaan. Similarly, in northern India we have the concept of Sanjha Chulha, which means community cooking. These rituals of breaking bread together have been designed to keep communities intact. With growing fractions in our society today, it’s only pertinent that we remind ourselves of the importance of communities living together. It just so happens that bread and atta (flour) sits at the heart of this. This is an attempt by the brand to rekindle and celebrate the symbolic act of breaking bread and building connections.”

     

    Suresh Parakh, Managing Director, Parakh Agro, said “Food brings people together not only at home but also at our schools, colleges, workplaces and most public areas one can think of in India. Communicating this broad yet unique thought was a challenge as it had never been done in this category. However, the script presented to us by GREY, instantly helped us gain confidence in this thought. Furthermore the TVC artistically directed by Manoj Tapadia made us believe this campaign will help Samrat touch hearts around the country just as it touched ours. We have increased our distribution network across various states in northern and southern India and this TVC will enable us to effectively reach out to our diversified consumers across the country.”

     

  • It is available at major super markets, chemists, general stores and e-commerce websites

    Nivea unveils new spot reduction cream

    By A Correspondent

     

    Nivea Man has launched its latest variant Dark Spot Reduction Crème. The crème is a unique grooming tool for men and comes with uncompromising quality and performance which are the hallmark of Nivea. It contains UV filters and licorice extract that reduce dark spots. Furthermore, it is extra light, non-greasy and fast absorbing and comes in a newdouble-embossed screw-top aluminium tin.

     

    It is available at major super markets, chemists, general stores and e-commerce websites. It is available for a price of Rs. 95.

     

  • PNB MetLife is looking to change mindset with the recent light-hearted campaign associating insurance with happiness

    PNB Metlife takes the #HealthForHappiness pitch

    By A Correspondent

     

    Hot on the heels of the launch of its first digital campaign, #HappinessBuddy, PNB Metlife has unveiled a new film focusing on the importance of ‘health’ when considering insurance.

     

    Traditionally, insurance in India has been sold using the fear route, tugging at the emotional chords of the viewers. PNB MetLife is looking to change that mindset with the recent light-hearted campaign associating insurance with happiness.

     

    Through this campaign, the company seeks to engage with the entire family, including the children so that they are curious about insurance from a young age. The idea is to encourage people to not necessarily associate insurance with something morbid, but move towards a happier view on the subject.

     

    The #HealthForHappiness film featuring Snoopy and a 9 year old boy is an extension of PNB MetLife’s strategy to focus on ‘Living Benefits’ and ‘Self-dependence’ rather than death. The film opens with a young boy with a fracture disappointedly asking Snoopy why the tooth fairy hasn’t left money under his pillow, like she did when he lost his tooth. Seeing the boy extremely sad, Snoopy immediately conjures up a solution, pulls out a 500-rupee note and places it in the boy’s book. His mood improves from sad to ecstatic on discovering the windfall. The film depicts how the support of a true friend is important in life and there is no need to compromise on simple joys due to an exigency.

     

    PNB made its foray into the health insurance segment with the launch of MetLife Major Illness Premium Back Cover. This is the only product in the market which returns all the premiums paid at the end of the policy term in case of no claim and provides cover against 35 critical illnesses

     

  • The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment

    #TheGoodEMI educates consumers on the right SIP

    By A Correspondent

     

    Franklin Templeton Investments has launched an investor education initiative across media. Conceptualized by Soho Square, Mumbai, the campaign is being released on TV and the digital medium with a round of press also planned. Timed to release during the India-Pakistan match at the Asia Cup, this campaign is positioned to talk to all those looking for an entry into the world of investments.

     

    Juzer Tambawalla, Vice President and Head – Marketing & Communication, Franklin Templeton Mutual Fund said:“The objective of this campaign is to position the concept of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer. An SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs. 500 a month, it’s almost the cost of 2 movie tickets.”

     

    Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square Mumbai said:“Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a Good EMI, we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, ‘Yeah, this is exactly what happens to me’”.

     

    The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment. This is a different way from the ‘Happy families’ or ‘plan for the future’ type of commercials, typical to this category.

     

    The film is a dramatization of what happens to a regular middle-class working man on the first of every month. After a long day at work, he gets an SMS that says the words he’s been waiting for, all month: ‘Salary Credited’. He then checks his wallet as it is now flush with cash and that brings joy to his face. Unfortunately for him, his joy is short-lived as a huge crowd of EMI-collectors descend on him like a pack of hungry wolves. We then go into an action-movie mode, as the poor guy is chased by ‘Phone EMI’, ‘Personal loan EMI’ and ‘Car EMI’. With each EMI that hits, the guy loses more and more cash until he lands on the ground having lost most of his salary to these people. The only man helping him is the SIP guy, and the protagonist gladly pays his ‘Good EMI’ with a smile, knowing that this is an investment not another instalment!

     

    Link to Download – http://we.tl/31NH09ifuF

     

    CREDITS:

    Agency: Soho Square, Mumbai

    Head of Office: Samrat Bedi

     

    Creative

    Executive Creative Director and Creative Head: Anuraag Khandelwal

    Executive Creative Director and Creative Head: Satish deSa

    Creative Director: Manu Gupta

    Creative Controller: Pratik Kamat

     

    Account Management

    Senior Vice President: Mohit Ahuja

    Account Director: Neville Suraliwala

    Account Supervisor: Selvam Somasundaram

     

    Account Planning

    Senior Vice President: Shashank Lanjekar

     

    Films

    Film Supervisor: Shagun Dharia

     

    Client: Franklin Templeton Investments

    Vice President and Head – Marketing & Communication: Juzer Tambawalla

    Assistant Vice President – Marketing & Communication: Balaji Vaidyanathan

    Assistant Manager – Marketing & Communication: Anuradha Bhandari

     

    Production House: Story-tellers

    Director: Aakash Bhatia

    Producer: Zina Khan

    Post Producer: Prasad Shetty

     

    For further information please contact:

    Samrat Bedi at samrat.bedi@sohosq.com / +91-9820807500

    Anuraag Khandelwal atanuraag.khandelwal@sohosq.com / +91-9820191311