Thoughtshop Advertising has bagged the creative mandate for life science company Bayer. The agency has provided end-to-end services to Bayer, from planning, strategy, conceptualisation to film production and execution across television, print, radio and digital platforms.
Commenting on the win, Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Production said: “We are honoured to be a part of the Bayer family, a global leader in the agriculture and health care space. We felt fortunate as client showed immense faith in us and bought very bold concepts in contrast to the Agri industry. As the TVC has received positive responses across key markets, we are now charging forward to deliver more riveting offerings for the brand across various mediums.â€
Added Jayston D’souza, Bayer`s Head of Marketing Communication: “Thoughtshop has done a very good job on the TVC right from the concept to managing the technicalities, it was impressive. With Thoughtshop’s quality body of work and their in-depth understanding of our brand, the industry and creative requirements, we believe we have found the right partner to assist us in highlighting our brand and key messaging across our core target audience.â€
Goodknight Cool Gel has launched a new television commercial which is a parody on a popular old Hindi song – Hai re Hai.The ad campaign is conceptualised by J Walter Thompson (JWT) India
Speaking on the ad campaign, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL) said, “Goodknight is a brand that has its focus on consumers bases not only in metro cities, but also smaller towns in India. We have cost effective and efficient solutions for the mosquito menace for all our consumers. Brand Goodknight has always understood mothers and their struggle to protect their families from the mosquito menace. The new ad film aptly captures this emotion.â€
Added Rajesh Gangwani, Managing Partner J. Walter Thompson, Mumbai: “The campaign is targeted towards semi-urban and rural consumers who normally sleep outdoors/open air during warm summer nights. The key benefit that we wanted to propagate is that unlike other mosquito repellent creams, our product contains Aloe Vera gel which is non-sticky & has a cooling sensation. The communication is crafted keeping in mind the rural sensibilities and is delivered through an engaging & catchy sing song between the family members.â€
Leading retailer Shoppers Stop has introduced the ‘Denim to Work’ campaign, aninitiative encouraging working professionals to include denims in their work wear wardrobes.
Said Govind Shrikhande, Customer Care Associate & Managing Director, Shoppers Stop: “With growing awareness and an increasing affinity towards denims across age groups, we believe there is a huge untapped market for denim segment in the apparel industry. Organised retail sector, young population, online penetration of denims, growing popularity of engineered/ distressed denim, varied fabric washes and changing classification of consumer’s wardrobe are some of the key growth drivers which will further fuel the growth of this segment. Shoppers Stop aims to tap into this market growth and leverage its large offering in the denim category through the ‘Denim to Work’ campaign which has been rolled out across multimedia platforms with print, radio, outdoor and a digital film.â€
The digital film for the ‘Denim to Work’ campaign has been produced and directed by Mirum and the ad creatives have been created by Shoppers Stop’s ad agency Contract Advertising.
Adidas Originals has announced that actor Ranveer Singh will be brand ambassador for its brand Samba.
The Samba campaign starring Ranveer Singh has been shot by photographer Rid Burman. Timed with the kickstart of the FIFA World Cup, the campaign is an addition to adidas Originals’ “growing commitment in targeting India as one of the key target marketsâ€, notes a communique.
With water conservation being the need of the hour, Godrej Appliances has launched its #MyACSavesWater initiative – aimed at sensitising people about this critical issue.
Commenting on the initiative, Kamal Nandi, Business Head and Executive Vice President, Godrej Appliances, said: “True to our promise of brighter living, at Godrej, our endeavor has always been to delight our stakeholders with innovative and relevant technology while also being true to our commitment towards environment. Water conservation is a pressing concern in India which needs to be addressed at the earliest. In line with our ‘Soch ke Banaya Hai’ philosophy, the thought behind the #MyACSavesWater initiative is to sensitize people of the depleting water resources and encourage them to conserve water.â€
Added Swati Rathi, Marketing Head – Godrej Appliances: “Environment is a value we cherish at Godrej Appliances. We hope that the 1000 cans that we provided to our customers serve as an incentive to take up this drive and inspire many more to follow the example, irrespective of their AC brand. With every AC owner potentially saving 10 Liters water or more daily, we hope this simple soch will usher in a positive change and go a long way in conserving our environment.â€
Every creative team dreams to create a unique communication style deeply associated with a brand. Something so unique, it becomes the default signature style of the brand. It redefines brand tonality and the brand-consumer connect.
However, creating a unique style of expression, tonality, storytelling or a strong association with a person or character is a dual-edged sword. Few brands, which succeeded in this area, are consistently sensitive to their responsibility. Instead of getting cramped, these brands have learnt to exploit the constraints such associations impose on the brand.
Tata Sky latest campaign #HarSceneKaMazaaLo leverages India’s favourite brand ambassador Amitabh Bachchan playing a character resembling his role in the recent film; 102 Not out.
Playing the role of a Bengali movie critic who holds nothing back, he interacts with easily recognisable scenes and character from Indian cinema across screen formats. The campaign features famous Sindoor ki kimat , Khamosh, Babu Moshay, KKK Kiran and Singham dialogues and acts. It lacks the humour quotient and underutilises the inherent potential of the concept and the actor. It even alienates few of the potential subscribers*.
Not sure what holds Tata Sky back. The brand in its earlier work has demonstrated how well it celebrates unrestrained creative expressions.  Watch the acting classes advertisement series. Watch the main DVC centred on Ramleela or the DVC that shows AB practising facial expressions. They are entertaining works resonating with the audience.
I may find few subscribers to the view that the brilliance of Amitabh Bachchan is limiting the scope of creativity for Tata Sky. Here is another work, the Rs 199 Dhamaka pack and suddenly the doubts start raising their head.
There is no point comparing current communication with the era when Aamir Khan was the brand ambassador. Tata Sky creative expression and execution far better leveraged the talent of Aamir’s talent. He portrayed multiple roles like salesman, saloon guy, Sardar or Milkman and thus was more endearing to a substantial subset of consumers.
I think Tata Sky needs to rethink its brand ambassador strategy. At least for this series of communication, the brand needs to interact with its audience playfully but in a younger and vibrant avatar.
Meanwhile, brand Flipkart has extended the hugely successful format of Adult Kid. It is a unique expression style strongly associated with the brand. They have been treating the subject and the characters with sensitivity and newness preventing staleness to develop. You can watch every TVC many times over and not feel bored.
Here watch Flipkart Fashion or Big Billion Day where kids and adult both roles are played by kids.
In the recent ‘tested furniture’ advertisements, Sofa or Trampoline or Table or Tabla, Flipkart remains as lovable and endearing as always. Maybe the brand can consider creating this unique style into a TV Serial.
Many brands have experimented to create a unique expression style and tonality of the brand. Two of them need special mention. Vodafone with the character Zoozoo , Voltas All Star AC with Murthy and AIRTEL with the Airtel Girl.
If you now wish to have a signature style of expression and tonality, take the route at your own risk.
*Based on my interaction with TV viewers across segment
Sanjeev Kotnala is a senior marketing and business strategy consultant. He writes every Wednesday on MxMIndia. The views here are personal
Bollywood and television star Mandira Bedi has announced her foray in the startup world by investing in Sagoon, a social commerce platform enabling users to connect, share, and earn.
Commenting on the occasion, Govinda Giri, Founder and CEO, Sagoon, said: “We are extremely delighted to have Mandira Bedi on board. With this investment she becomes a Sagoon co-owner along with 3000+ investors from the globe. The success of our funding rounds is a strong indication of the trust investors have in our vision, our technology-thinking of services as well as our strong focus on robust model. We have managed to successfully stand out in the social commerce space as an innovator par excellence.â€
UN Environment and Ogilvy have launched a set of three films which attempt to demonstrate how when we use less we become better.
Said Sukesh Nayak, Chief Creative Officer, Ogilvy India (West): “Turning the word useless and finding a new meaning from it to promote using less plastic, is a great way of reminding people how simple acts can help save the environment. I am hopeful that the campaign line – ‘Useless log useful hain’- will catch on as a phrase and become a common refrain.â€
Added Atul Bagai, Country Head, UN Environment India: “Over the years, Ogilvy has done an outstanding job of creatively highlighting environmental issues. So, when it came to World Environment Day theme Beat Plastic Pollution, they highlighted not just the problem of plastic pollution but also showcased the alternatives to it. These short films are witty, and we hope will encourage people to use less plastic and eventually refuse it.â€
This World Environment Day, the Aditya Birla Group took a pledge towards doing its bit to ensuring a green environment with the introduction of the first ever plantable filters on Facebook. These filters are features that can recognise human faces in photos in order to suggest graphics, like borders or stickers, to accompany the posts. Under this concept, which is designed by Tonic Worldwide, with every plantable filter that’s used on Facebook, the Aditya Birla Group will plant a tree with a pledge to #FiltertheFuture.
Talking about this innovative pledge, Chetan Asher, CEO, Tonic Worldwide, said: “#FilterTheFuture is an enabler for a bigger cause. Sometimes a simple interaction can drive a larger action and that’s the beauty of technology.â€
Dollar Industries, which has forayed into female wear such as leggings, capris and inner wears under the brand name Dollar Missy, signed model and Bollywood actor, Chitrangada Singh as their brand ambassador in this segment.
Said Vinod Kumar Gupta, Managing Director, Dollar Industries: “Dollar Missy, launched in the last quarter of 2014, is an evolving brand and we had been looking for a face which could carry the brand image in the right spirit. Having met the Bollywood diva, Chitrangada Singh, we knew she would be the best fit for the brand. She represents todayÂ’s elegant and vivacious woman who takes on the world, beaming with confidence. We have recently shot a new Ad campaign with her where she showcases our product style with loads of panache.â€
The new campaign was shot in Bangkok by Sachin Kotre for A La Carte Films with Mullen Lintas being the creative agency.
Siemens India has rolled out a new brand campaign ‘Ingenuity for Life’ that focuses on engineering expertise, entrepreneurial spirit and the power of innovation to fulfill the aspirations of the society. The latest campaign showcases how the brand’s technology is shaping India’s ingenious future.
Said Sunil Mathur, Managing Director and Chief Executive Officer, Siemens Limited: “Our leadership in the areas of electrification, automation and digitalisation, helps us improve the lives of people today and create lasting value for future generations. The campaign touches upon how Siemens creates benefits for customers and society in this era of digitalization. Ingenuity for life gives us immense pride and unifies us to deliver real what matters for the society,â€.
The campaign focuses on industry-specific solutions across three key verticals — automotive, pharma and cement – and how they transform lives.
At a World Health Organisation event, the Ministry of Health and Family Welfare, Government of India launched a national media campaign to encourage smoking cessation. Entitled ‘What damage will this cigarette/bidi do,’ the public service announcement (PSA) prompts smokers to think about each cigarette or bidi as the path to one of many potential harmful events: heart attacks, cancer, lung disease, and more. By highlighting tobacco’s links to stroke and heart disease, the leading cause of death among tobacco users globally, the campaign amplifies the theme of this year’s World No Tobacco Day, which is ‘Tobacco Breaks Hearts.’
Vital Strategies provided technical support for the development and implementation of the campaign. Said Dr Nandita Murukutla, Vice President, Global Policy and Research, Vital Strategies: “We congratulate the Ministry of Health on this powerful campaign. According to the latest Global Adult Tobacco Survey, more than 90 percent of current adult smokers are aware that smoking and exposure to second hand smoke causes serious illness. This campaign graphically shows the specific, proven harms of tobacco smoke, prompting smokers to think about making the healthy choice to quit. Vital Strategies is pleased to partner with the Ministry of Health in delivering this campaign.â€
The campaign encourages smokers to quit tobacco use and ends with the national quit line number (1800-11-2356) and a missed call number (011-22901701) for smokers who want advice on quitting. The campaign will achieve pan-India reach by being broadcast in 17 languages on all major national government and private TV and radio channels. In addition, the campaign will be supported by a comprehensive social media campaign.
Adidas Originals has announced that actor Ranveer Singh will be brand ambassador for its brand Samba.
Every creative team dreams to create a unique communication style deeply associated with a brand. Something so unique, it becomes the default signature style of the brand. It redefines brand tonality and the brand-consumer connect.