By A Correspondent
Tata Motors and Soho Square (Mumbai), have created a web film from the point of view of a parking lot’s security cameras.  Said Anuraag Khandelwal, ECD, Soho Square: “The film is a smart, clutter breaking and welcome addition to the automotive category. It catches you off guard – you don’t realise it’s an ad till the very end.â€
By A Correspondent
After the digital-first launch of the #ImperfectlyPerfect campaign, Ginger by Lifestyle, debunks fashion stereotypes and encouraging girls to make their own fashion rules. The digital film, conceptualised by J Walter Thompson Bangalore, explores the unrealistic demands of fashion and perfection that the society places on young girls.
Said Srinivasa Rao, Senior Vice President, Marketing, Lifestyle: “Ginger by Lifestyle has always worked towards empowering girls through fashion and style. It is a brand that is inspired by the young girl of today, her attitude and her beliefs. #ImperfectlyPerfect is inspired by the young girl of today who is strong, opinionated and recognizes her unique interpretation of fashion not as an anomaly but as a beautiful distinction. With this campaign, Ginger hopes to resonate with young women, reiterating that it’s their unique fashion sense is what makes them who they are while celebrating the strength they have to rise above any negativity that comes their way.â€
Added Priya Shivakumar, Senior Vice President & Executive Creative Director, JWT Bangalore: “This time we took imperfectly perfect to the next level. Fashion comes with its own set of rules and they can get stifling. Who says two strong prints can’t be worn together or that two strong colours are designed to clash? That a certain body type ought to wear a certain kind of garment, or a certain shade for that matter. Once again Ginger is back, inviting girls to flaunt their fashion preferences loud enough to drown out the voices of fellow fashionistas, critics, stylists or just about anyone who seeks to dictate their fashion choices. To embrace their quirks in their own uniquely imperfectly perfect way and make their attitude no less a statement than their fashion picks,â€.
By A Correspondent
With the playoffs set to happen and the tournament hotting up what with the crucial Kolkata-Mumbai match this evening (May 9), this report from GroupM agency Wavemaker that has analyzed the social media conversations that happened around IPL Season 11 from April 7 to May 4 makes for interesting reading.The analysis has been done by Wavemaker Mesh, the agency’s marketing command centre
Here are key highlights of the report are as follows:
:: With CSK and Rajasthan Royals back in the game, the popularity and excitement is off the roof. Last year we witnessed 6.2 million social buzz for the entire 2017 season. This year we are only half way through and have already clocked almost 10 million social buzz, surpassing 2017 by 4 million already. This is extraordinary growth in buzz and popularity and we estimate the social buzz to reach 17 million by the end of the tournament, almost 3X of 2017.
:: After a two-year hiatus, Chennai Super Kings make their come back with a bang, emerging as the buzziest team this IPL season followed by Mumbai Indians and Royal Challengers Bangalore. Last year’s favourite Kolkata Knight Riders slips to 4th
:: Amongst players, S. Dhoni continues to be the most talked about. Last year, Dhoni had 0.5 million social buzz around him by end of season. This year his popularity has already grown many folds with him garnering almost 1.08 million mentions. Dhoni and CSK complement each other well and fans can’t stop chanting #whistlepodu & #yellove every time they mention both.
:: Fans from Delhi city contribute to maximum chatter this IPL season (37%) followed by Tamil Nadu (18%) and Maharashtra (11%).
:: Though Vodafone is not the official sponsor this IPL season (breaking a 10-year-old partnership), it still manages to emerge as the buzziest brand on social media this IPL season so far, followed by official sponsor Vivo and competition brand Jio.
:: Vodafone’s ZooZoos campaign continues to be popular and the most awaited campaign amongst fans. Vodafone also emerges as the most watched ad on digital this year– Unofficial Sponsors of Fans, followed by Coca Cola – Share a Coke and Tata Motors’ series of videos promoting Nexon this year.
By A Correspondent
We Work has announced the launch of its national campaign titled ‘Reimagine Your Workspace’. The three-month campaign went live on May 8.
On the launch of the first We Work National Campaign, Karan Virwani, General Manager, WeWork India said: “We are excited to launch our first WeWork National Campaign in India that reflects who we are as a brand and what we offer. As WeWork continues making a mark in reimagining your office environment, the campaign will prove to be a game changer locally by showcasing our unique ‘we’ culture and how WeWork will reinvent your work and everyday life.â€
By A Correspondent
Video-on-demand brand Amazon Prime Video has launched a new quirky campaign created by Leo Burnett India.
Speaking about the new campaign, Ravi Desai, Amazon India, said: “At Amazon, our focus has always been the customer. Our new campaign highlights the various benefits linked to Prime Video in India. With a premise of ‘Anytime, Anywhere,’ we have kept customer benefit at the centre of the campaign, which marks the next chapter in the larger story around the popular Prime Video Couple – Rohan and Roshni. We understand the need of consumers to be unshackled from the constraints of their traditional alternatives. With a very wide library of content choice available, Prime Video empowers our consumers to define and dictate what they watch and when they watch it.â€
Speaking about the integrated campaign, Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett India, said:“We are building Amazon Prime Video as an alternate and a better choice for consumers when it comes to entertainment. Amazon Prime Video puts the viewer in command. This is reflected in our positioning – ‘India Ka Naya Primetime’. We started this journey last year by talking about the largest and the latest library, and our exclusive content. The current campaign builds on the role of the liberator further. It amplifies how Amazon Prime Video sets you free, letting you decide where to watch and when to watch your entertainment. The campaign draws from a typical banter between a couple about who is the ‘ghulam’. The phrase also works as a reference to not being a host to your entertainment.â€
By A Correspondent
Oreo has rolled out its new global campaign ‘Oreo People’ simultaneously across 50 markets in AMEA, LA, MEU and will be localised with nuances to drive relevance.
Said Sudhanshu Nagpal, Head – Biscuits Category, Mondelez India: “Oreo was introduced in India close to seven years back and in such a short span, India has emerged among its top-five markets by volume. Today, twist, lick, dunk has become a ritual; it has been at the heart of numerous warm family moments. Oreo has always stood for bringing people together and the Oreo People campaign takes ahead this proposition. The campaign is based on a key universal insight that while we all share the same playful spirit inside, we often forget about it because of the pressures of modern life. The global campaign aims at widening the appeal of the brand, connecting with a wide cross-section of people, while picking up on the local nuances to drive relevance.â€
Added Jane Lim, Regional Chief Client Officer, Asia – ‎FCB: “Oreo has always been a brand that encourages and inspires people to connect with the people and world around you. When we were kids, playing together was our way of communicating, we connect better when we play together. We believe everyone has a playful spirit waiting to be let out. With this film we tell the story that no matter our differences, playing with Oreo brings us together, because we are all Oreo People,†said.
By A Correspondent
Parle Agro has announced the launch of its #FeelTheFizz marketing campaign for brand Appy Fizz with a budget of Rs 100 crore. This will be the first campaign for the brand featuring its new brand ambassador Salman Khan.
According to a communique, the aggressive campaign is part of the overall strategy of the organisation targeting Rs 5,000 crore brand turnover by end-2018 as well as building the Fruit plus Fizz category to Rs 4,000 crore over the coming years.
Speaking on the new campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said: “With the new #FeelTheFizz campaign, the target is to further increase the double digit growth Appy Fizz has been consistently seeing over the past few years while solidifying it as the leader of the Fruit plus Fizz category. Salman Khan as the face of the brand plays a critical role in achieving the aggressive vision we have set out for the brand and the category it created. Driving scale in distribution, recall and preference are the key brand objectives for the brand in 2018.â€
Sagmeister & Walsh, continues to be the creative agency on board, while the TVC is produced by 1st Ave. Machine, New York, and directed by Morgan Harary.
Speaking on the new campaign, Jessica Walsh, Partner at Sagmeister & Walsh said: “This year, we looked to undertake the unique objective of ensuring we preserve the almost premium aura of the brand while still ensuring it delivered to appeal across multiple audiences, ranging from the niche to the masses. We continued to build on the #FeelTheFizz story line while pushing the boundaries of being bold, edgy and confident, core attributes of Appy Fizz as well as its consumers.â€
By A Correspondent
Oats grain brand Kosh has introduced a new promotion around International Mother’s Day. Across 50 plus Big Bazaar and 50 plus Easyday Club stores, Kosh will felicitate one lakh mothers in more than 15 cities in the country.
Said Sadashiv Nayak, CEO – Food Business, Future Group: “Mothers need to be thanked everyday for their unconditional love and gratitude. Mother’s Day gives us one more reason to thank and make them feel special. We believe that every mother is a 110% Super Maa.â€
By A Correspondent
Travel player ixigo has come out with an all-new brand campaign that urges people to take a break from their TV screens and travel. Conceptualised and conceived by the Delhi office of Lowe Lintas, the idea was to use the agency’s extensive experience with e-commerce brands and startups to break away from the clutter of conventional category advertising.
Commenting on the campaign launch and agency on boarding, ixigo CEO &Co-Founder, Aloke Bajpai said: “ixigo has been at the forefront of innovation for online travel in India over the last decade. Our campaign is directed towards building wider brand awareness amongst travellers, enabling us to provide a larger customer base with the best travel planning solutions. We’re looking forward to engaging with a broader audience, who will witness wanderlust Cyrus encourage cricket-lover Gaurav to ditch the couch and plan his next trip. We are happy to be associating with Lowe Lintas and both these talented actors to launch this campaign.â€
Commenting on the collaboration, Lowe Lintas COO, Naveen Gaur added: “We’re extremely excited about the possibilities that the shared vision of ixigo and Lowe Lintas will unfold. We have used a short format film approach to inspire people to travel and showcase the seamless travel planning experience that ixigo offers.â€
By A Correspondent
TVS Motor Company has unveiled a new marketing campaign for TVS NTORQ 125. The 360-degree campaign includes print, digital medium and will debut with a TV commercial during the IPL cricket season.
Commenting on the ad film, Aniruddha Haldar, Vice President, Scooters, Commuter Motorcycles and Corporate Brand, said: “TVS NTORQ 125 is a stylish, sporty performance-oriented, technology loaded smart scooter designed specifically for the GEN Z youth of India. From the get go, TVS NTORQ 125 has evoked a strong desire from its intended TG. The TVC seeks to convey the awesome near multi-sensorial experience the rider gets where he enjoys a ride on the TVS NTORQ 125.  We are confident that this campaign will open a space in the GEN Z rider’s heart and life for the TVS NTORQ 125.â€
Added Samrat Chengapa, Senior Vice President, Dentsu India:“True to the performance packed and stylish DNA of TVS NTORQ 125, we have created a television film that will provide a true sensorial delight to our audience. When we first saw the TVS NTORQ 125, we were enthralled with the product, and that very sense of awe trickles into the storytelling of the film which asks the audience to open all their five senses to the scooter – for it is a product to be experienced!  With Gen Z on a constant look out for new and exciting, we believe the film’s direct approach will truly create a sense of intrigue for the product.â€
By A Correspondent
iCubes Wire has recently bagged the social media mandate for Japanese technology company, Konica Minolta. The agency will be responsible for managing the social media channels, social campaigns, media spends and ORM of the company. The account was won post a multi-agency pitch.
Said Sanjay Monga, Dy. General Manager – Sales Planning & Communication, Konica Minolta: “We are keen to intensify our digital presence in the Indian market and want the rate of engagement to inflate further. iCubesWire displayed just the right farsighted approach and a profound understanding of the digital domain. Their distinct strategies clubbed with remarkable creativity caught our attention and we look forward to soaring greater heights in the digital sphere.â€
Added Sahil Chopra, Founder & CEO of iCubes Wire: “We are excited to have added Konica Minolta in the list of our esteemed clientele. It is a phenomenal win for us and we are ardent to put our best foot forward that engages the customers and elevates the digital presence of the brand. Our team is geared up to present path-breaking ideas and strategies which will accomplish the requisite of the brand.â€
By A Correspondent
For Mother’s Day 2018, Sunfeast Mom’s Magic has veered off the beaten path and pays homage to the mother-like figures that have positively impacted the lives of those they care for in an attempt to get people to acknowledge these relationships.
Said Mahesh Gharat, Chief Creative Officer, Ogilvy South: “Sunfeast Mom’s Magic stands for mom’s values. We believe that there is a mom in every one of us and this instinct transcends conventional boundaries. On this Mother’s Day, we wanted to celebrate the beauty of such relationships through this video.â€