MxMIndia

Category: MARKETING

  • On its 60th anniversary, Fevicol has pleasantly surprised its audience with a gem of a  90-second TVC, writes Sanjeev Kotnala

    Bond like Fevicol!

     

    By Sanjeev Kotnala

     

    On its 60th anniversary, Fevicol has pleasantly surprised its audience with a gem of a  90-second TVC.

     

    Art Vs. Commercial Films

    Earlier there were art films of what was known as parallel cinema and commercial films. Then someone bridged the gap by making art films that were a commercial success. Films like Arth, Salaam Bombay, Chakra, Masoom, Saaransh, Ardhsatya, Akrosh, 36 Chowringhee Lane, Mirch Masala, Utsav, Newton and others defined a new paradigm by engaging the audience. Now, we no longer have the term art films, but we have a parallel cinema of a different order. Cinema with empathises on experimentation, sequels and bold differential storylines.

     

    Are We Seeing Birth Of BrandOperate Films.

    In the advertising world, there have been classical corporate films and brand films. They were all about corporate glory and not really meant to make the consumer react to increase revenue, and they had a shorter life and audience. On the other hand, there was the 30-second Brand TVC meant to work in the market. Some brand like Tata Steel, Tata Tea, Ambuja Cement,  Hamara Bajaj, Maruti were successful in bridging the gap to some extent.

    Come Fevicol, maybe the first real example of a BrandOperate Film. It has all the ingredient of a corporate film, including the occasion and subtle message and the power to engage the audience.

     

     

    What Makes Fevicol’s BrandOperate Communication Work?

    Here the client thoroughly trusts the agency. They have a DNA of experimentation. They understand that the team consistency, along with adherence to the brand tonality and a clear benefit/purpose/role/focus is a must for engaging the audience and strengthen the brand. Remember the old ads of illogical examples having a foundation in real-life understanding. Fevicol took you places. You met the fisherman, an overcrowded bus, Boatman,  a Mooch that gets stuck through generations, an egg that does not break and many more. These films stayed with well-defined film and brand grammar. Even in this 60th-year communication, the graph moves through locale, type of houses, people and growing affluence, as the colour pallet kept moving with the time.

    The team and client must be complimented in their belief and eye for detail, not that we expected any less from the team at Fevicol, Piyush Pandey, Prasoon Pandey and the name Ogilvy.

     

    Learning From Fevicol BrandOperate Communication.

    It does prove that no commercial is long if its story engages the consumer.  And when the brand has a focussed engaging and involving story, it does not need a celebrity to push the cause. If the brand idea is focussed, if it has been delivering the promise consistency through the ages, If it has adapted and evolved with the time and changes in the brand ecosystem, the brand name, logo or product shot tend to become immaterial to a large extent. It develops Positive Immunity.   Similar thoughts were expressed by Anant Rangaswami in his article ‘Five Reasons Why The New Fevicol Commercial Sucks’.

     

    Possibilities

    I believe, brands like AajTak, Amul, TataSteel, Bajaj, Mahindra, Makemytrip, Stayfree can attempt such BrandOperate communication successfully.

     

    Here are some other Fevicol films for watching again.

     

     

     

  • Launches ‘Manthan Zaroori Hai’ a campaign to reinstate hard work and dedication in everyday lives

    Zedblack ropes in Suresh Oberoi as its brand ambassador

    By A Correspondent

     

    Mysore Deep Perfumery House (MDPH) and Zedblack have launched the ‘Manthan Zaroori Hai’ campaign for Manthan Dhoop with actor Suresh Oberoi as its brand new ambassador. The campaign urges everyone to awaken his or her consciousness through spiritual conversations.

     

    Said Ankit Agarwal, Director, MDPH: “We are excited to bring on board Suresh Oberoi as the brand ambassador for Manthan Dhoop as his personality completely resonates with the brand ethos. Going forward with this association, our plan is to create a steadfast brand presence across the markets. The campaign stresses on what you reap is what you sow, and how to dig deep within yourself to be successful in today’s fast moving world. Manthan Dhoop with its range of unique fragrances creates an atmosphere ideal for meditation and a calm, composed mind.”

     

     

  • The protagonists are seen discussing about how to choose a diagnostic lab

    SRL Diagnostics launches digital video campaign #DoctorKnowsBest

    By A Correspondent

     

    SRL Diagnostics launched a digital video campaign titled #DoctorKnowsBest. The campaign features fitness icon Shilpa Shetty Kundra. In the series of videos, protagonists are seen discussing about how to choose a diagnostic lab.

     

    Said Vikram Ahluwalia, Director – Marketing, SRL Diagnostics: “We, at SRL Diagnostics, have always been the forerunners in educating customers to lead a healthy lifestyle. We have always believed that Doctor knows best. Research supports our point of view that a diagnostics lab should be chosen based on doctor’s recommendation. However, many a times, a consumer decides to visit a diagnostics lab based on the proximity, ambience and discounts offered. We want to emphasize that when it comes to choosing a lab, Doctor knows best.”

     

     

  • This Independence Day, the auto-tech platform initiates a campaign to educate the audience the true meaning of freedom, long-lost in this country

    Truebil makes people rethink the meaning of freedom

    By A Correspondent

     

    Truebil initiated a campaign around I-Day to make people rethink the meaning of freedom again.

     

    Sharing an insight into this campaign, Shubh Bansal, Co-Founder, Truebil said: “Often as marketers we forget the true essence of an important occasion such as Independence Day. But with this campaign we ensured the true essence and values of freedom and independence was effectively portrayed through our film, driving a strong social message.”

     

    The campaign was executed in-house, right from conceptualisation and its execution.

     

     

  • Conceptualised by Lowe Lintas, the campaign has been shot by three-time Academy Award winner Robert Richardson and directed by Brazilian director Pedro Becker

    Absolut launches new global campaign ‘Born Colourless’ in India

    By A Correspondent

     

    Vodka major Absolut has unveiled a new campaign titled ‘Born Colourless’. Conceptualised by Lowe Lintas, the campaign has been shot by three-time Academy Award winner Robert Richardson and directed by Brazilian director Pedro Becker.

     

    The campaign also features 31 Pernod Ricard employees from different nationalities and ethnicities together with real people who have challenged the biases and societal norms.

     

    Commenting on the initiative, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said: “Absolut as a brand has always believed in an open, inclusive world and used creativity to drive change and progress. With our new campaign ‘Born Colourless’ the brand wants to drive the message that a colourful world is a colourless one where people need to drop their biases and look past superficial differences.  It gives us immense pride to see our own employees and real people from across the world come forward to be a part of the film, to drive these beliefs.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “It isn’t often that a core product truth and a human belief come together cohesively to present before the world a compelling point of view that is, unarguably, the need of the hour. That’s what ‘Born Colourless’ is all about. An idea born out of the creative tenets of the Absolut worldview, aimed at creating a better tomorrow. The idea is also a tribute to a client who backed this courageously and in full measure – going as far as getting employees from across the world to feature and play many roles in the commercial. All of which make this idea very special for us.”

     

     

  • As a part of its Corporate Social Responsibility campaign – Helmet Saves, the company has come out with a new campaign, #HeadWaaliRakhi

    Exide Life Insurance unveils CSR initiative for Rakhi

    By A Correspondent

     

    Exide Life Insurance has interpreted the conventional idea of Raksha Bandhan with a twist! As a part of its Corporate Social Responsibility campaign – Helmet Saves, the company has come out with a new campaign, #HeadWaaliRakhi to celebrate this festival that symbolises love and promise of protection between siblings.

     

    Said Mohit Goel, Director – Marketing and Digital, Exide Life Insurance: “The importance of adhering to road safety rules cannot be understated. In India, Helmet is still not viewed as a necessity while riding a two-wheeler even though wearing one is one of the primary means by which two wheeler riders can protect themselves, and their pillion riders, from untoward injury. As a part of our CSR initiative, Helmet Saves, this year we have kicked off the awareness drive with our latest film set around Raksha Bandhan. Through this video, and all its relatable characters, we want to not only celebrate the bond between siblings but also want to bring forth the true sense of Raksha Bandhan  the promise of protection.”

     

     

  • The campaign is about real people with real stories

    Asics unveils ‘Ten People, Ten Colors’ campaign

    By A Correspondent

     

    To support a runner’s journey, leading sportswear brand Asics has launched the ‘Ten People, Ten Colors’ collection and a campaign about “real people with real stories”.

     

    Said Rajat Khurana, Managing Director, ASICS India: “Asics has always been inspired by stories of real runners and has been motivated to improve technology to suit every consumer. The new campaign encapsulates a wide range of colors depicting the spectrum of light through the day to showcase the versatility that matches the personality and goals each runner has to win the long run.”

     

     

  • It installed large billboards at high traffic junctions in Mumbai and Gurugram

    Kinetic India executes outdoor campaign for Tata Cliq

    By A Correspondent

     

    Understanding the need to increase awareness of Tata Cliq with the objective to strengthen its connect in the market, Kinetic India adopted a simple communication approach that created good visibility for the brand. It installed super-large billboards at high traffic junctions in Mumbai and Gurgaon that created a huge impact.

     

    Said Kishore Mardikar, Chief Marketing Officer, Tata Cliq: “The smart / connected homes industry is witnessing a rapid growth in the Indian market. IT hubs and HNWIs were the initial adapters of this change however, today almost every household in metro cities has at least two-three smart appliances. However, majority of Tier 1 and 2 cities feel that converting their home into smart home will be an expensive affair. Being the first e-commerce website in India to have introduced Connected Homes as a category, our endeavour is to create awareness amongst our patrons on the connected home concept and ways to convert their home into smart homes at affordable prices and with least amount of time spent.”

     

    Added Nandini Nayyar, Regional Head-West, Kinetic: “From being stringent about shopping at a store to moving towards shopping online, the consumer purchase journey has indeed come a long way. With the rapidly increasing competition in the online and digital space, ensuring that your brand has an edge is vital. Thus, mobile marketing combined by smartly positioned OOH helps yield higher results on campaigns.”

     

     

  • The campaign has been created around Chicco’s brand positioning of ‘Wherever there’s a baby’

    Chicco unveils inaugural campaign for Indian market

    By A Correspondent

     

    Global baby-care brand from Italy, Chicco, has launched its first India TVC series.  The campaign has been created around Chicco’s brand positioning of ‘Wherever there’s a baby’. The film in based on the consumer insights that for first-time parents, parenting is amazing but full of anxiety. Chicco makes new-age parents’ experience comfortable through its differentiated products made for every occasion.

     

    Said Rajesh Vohra, CEO, Artsana India: “I am thrilled today to unveil Chicco TVC in India. Chicco is present in India since the year 2010 and is growing at a healthy pace. Chicco is the only baby care brand which offers such a wide variety of baby needs’ products to the new age parents across the Globe. To escalate this information to our consumers, we decided to launch our TVC both on digital and electronic platforms.”

     

     

  • The new TVC conveys unwavering faith in the brand through gentle moments

    Johnson’s Baby reinforces its commitment towards baby care

    By A Correspondent

     

    Johnson’s Baby with its latest TVC featuring the association between a child and mother, and how a mother trusts in Johnson’s gentle products.

     

    Conceptualised by DDB Mudra Group the TVC is a cluster of sequences where a mother bonds with her baby by using a range of Johnson’s Baby products.

     

    Speaking about the new campaign, Manoj Gadgil, Vice President Marketing, Johnson & Johnson Consumer division, India said: “Johnson’s Baby products have been upholding the promise of trusted baby care through years. This campaign highlights a mother’s unwavering trust to choose the best for her baby. We at Johnson’s are committed to creating the gentlest baby products in the world and continue to invest in research, science and innovation to ensure we are at the forefront of baby care. Through this campaign we are reemphasizing our message of safety which is our number one priority.”

     

    Added Rahul Mathew, National Creative Director of DDB Mudra Group: “Johnson’s isn’t just a range of baby products, it’s actually a deep bond of trust between the mothers and the brand. We wanted the work to reflect just that and strengthen it even more.”

     

     

  • Sara will promote Garnier’s new offering – Serum Sheet Masks

    Sara Ali Khan appointed brand ambassador for Garnier Skin Naturals

    By A Correspondent

     

    Garnier Skin Naturals has announced its collaboration with Sara Ali Khan. With this association, the actor will promote Garnier’s new offering – Serum Sheet Masks.

     

    Speaking on the announcement, Pankaj Sharma, General Manager Garnier, said, “We are pleased to introduce Sara Ali Khan as the new face on Garnier Skin Naturals. With serum sheet masks, we want to capitalize on this global beauty trend of masking and bring the next generation of skincare to the youth of today. Sara’s spontaneous and vibrant personality resonates perfectly well with our brand ideology of being a natural, active, modern brand and we look forward to a great association with her.”

     

     

  • Robin Hood Army works to help the less fortunate, by providing surplus food from restaurants and communities

    Colgate partners Robin Hood Army to execute its #Mission5 project

    By A Correspondent

     

    Colgate-Palmolive (India) Limited, in celebration of Independence Day, partnered with Robin Hood Army to serve five million people across the nation for its #Mission5 campaign. A zero-funds organisation, Robin Hood Army works to help the less fortunate, by providing surplus food from restaurants and communities.

     

    The week-long #Mission5 campaign that started on August 10 and culminated on India’s 73rd Independence Day, provided 6.3 million people across 867 villages and 112 cities with dry food supplies along with Colgate Strong Teeth toothpaste packs.

     

    Speaking about the partnership, Deepak Singh, Robin Hood Army – Mumbai Chapter said: “It has been our pleasure to partner with Colgate for our #Mission5 campaign. They have contributed to the success of this initiative and we look forward to associating with them in the future.”