Tamil Nadu-based Karur Vysya Bank (KVB) has announced Mullen Lintas as its creative agency. The account will be handled out of the Bengaluru office of Mullen Lintas.
P R Seshadri & Vikas Mehta
Talking about the appointment, P R Seshadri, CEO/Managing Director, Karur Vysya Bank Ltd said: “Our engagement with customers has become digital now. In today’s fast paced life, it’s the need of the hour. Today’s customers are looking for one tap, paperless solutions to make their life hassle-free. It is with this intent that we have strengthened our digitized offerings. We believe Mullen Lintas will be the right partner in this transformative journey for us.”
Commenting on the win, Vikas Mehta, CEO, Mullen Lintas said “KVB is one of the best kept secrets of Indian banking. Its innovations in technology and digital can rival some of the best in the world. We are delighted they chose Mullen Lintas to help tell their story to the world. We are excited to work on the next chapter of building the next phase of legacy for this century-old institution.”
Honda Cars has unveiled its new ad campaign #IMadeItBig for the second generation #HondaAmaze. This campaign emphasizes Honda Amaze as the choice of aspiring young customers, drawing spotlight on the importance of family bond and values. The campaign is being translated in 11 languages for regional connect in Tier 2 & 3 markets as well.
Commenting on the campaign, Rajesh Goel, Senior Vice President and Director, Sales and Marketing, Honda Cars India Limited said: “The second generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than One lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional storytelling that perfectly portrays the real meaning of arriving ‘big’ in life.”
Added Titus Upputuru, National Creative Director, Dentsu One: “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”
Kerovit, sanitaryware and bath solutions brand from Kajaria announced the launch of new brand campaign with actor Anushka Sharma including digital, outdoor, television and cinema to promote the brand.
Commenting on the new campaign, Rishi Kajaria, Joint Managing Director – Kajaria Ceramics, said: “Kerovit’s campaigns have struck a chord with our young consumer base and helped make Kerovit a well-known brand name in the country. Kerovit products are Made in India and is of the highest global standards. Kerovit is a young, fun and stylish brand and with our brand-new campaign, we’re growing in every way – the scale, the reach, the idea and the freedom, everything is greater than before. We are ecstatic to have Anushka as our brand ambassador and she has done a fabulous job in this TVC. Going ahead, I’m positive we will win more hearts across the country with our remarkable range of bathware solutions”
Added Rondeep Gogoi, ECD, Crayons Communications: “Kerovit Is Freedom, is a massive idea and therefore extendable. However, the challenge was to maintain the surprise element keeping the same idea alive. Portraying Anushka as a cop helped us do that. It is a fun ad campaign and resonates with the brand’s youthful appeal.”
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.
It is natural for the middle-income household to be doubting purity and buyback values of their gold that they are buying, exchanging, repairing or melting.
Karat meters are working overtime across more than 280 Tanishq showroom across the nation are busy shaping dreams.
Diamonds after Nirav Modi are failing to find favour among jewellery buyers. But at Tanishq, it’s a bit different. There is trust which gets amplified with the 100% buyback on them at current prices. Diamond start getting a new sparkle.
TANISHQ HEARTFELT GOLD.
I recently saw these three beautiful films on the Tanishq website. I have not seen them on TV, and not much is spoken about them on social media. Maybe I missed them. They seem to evoke the right emotion and reactions from consumers and people I could check. wit
What I was interested was in seeing how far does the brand take what it promises on its site. And that took me to the showroom at Borivali and Oberoi Mall in Goregaon.
I was suitably impressed by the near-templatised humanly perfected identical treatment. I can endorse what Tanishq says about their customer service. “We strive to ensure that every employee at Tanishq is welcomed into the folds of our protective family with their best interest being one of our main concerns. Our Karigars are provided with world-class facilities, a safe and supportive environment and are well taken care of with benefits like health care and financial aid. With the advancement of jewellery making equipment and technology, our workers also gain training and access to these top-of-the-line machines to aid in the creation process of their masterpieces.”
TANISHQ JEWELLERY MAKING CHARGES.
Tanishq has become a benchmark of purity and customer service in gold jewellery. People, after experiencing carat deviation between claimed and actual on their old jewellery, have shifted. They are now willing to pay a premium on making charges once they are assured of the purity and carat of the gold they are buying. Though Tanishq talks of every jewellery piece being crafted to give it a signature finish and the availability of a wide range of gold jewellery where the making charge start at 8% only. Now, this is the standard ploy; you hardly find much jewellery at 8% making charges. Mostly it is around 18-20%. Maybe a Tata brand could be a bit more transparent than starting at 8% gimmick.
PUSHING THE PURCHASE VALUE.
The team of salesperson take good care and keeps you engaged. It is their role to push the value of the purchase. Hence if you say you want a jewellery costing Rs 1 lakh, they will show something starting at 1.5 lakh. This strains customers from the middle-income household who walk in after doing their complete maths.
The customers finds themselves constrained in the ambience of the showroom. They feel hesitant voicing their concern. Their body language closes out. There would be a feeling and a question if they were better at the family jeweller.
The joy of buying gets threatened. Maybe it is nice to show 1.5 lakh but please show then the lakh piece too.
THE KARAT METER MAGIC AND ISSUES.
The state-of-the-art Karatmeter present in every Tanishq store is a very accurate way of measuring the purity of Gold. I have personally experienced the trust it evokes and has seen it tilt discussion in favour of Tanishq.
THE MELT BEFORE YOUR EYES MAGIC.
When a customer brings old gold for exchange at Tanishq, he or she sees the old gold melt in front of their eyes. The pre-and-post melt weighing is done right in front of you. The result, the weight and the karat reading are always right.
THE MATHEMATICAL CHALLENGE CUSTOMER.
Here is what I witnessed at one of the Tanishq showrooms. The Tanishq team takes the pain to explain to mathematically inclined jewellery exchange couple how a 40 gram 23-Karat and a 10 gram 20-Karat gold after melting can become 50 gram of 18.3-Karat. They are convinced only when another customer who is watching the argument and steps in to explain. It is all about soldering – tanka in the old jewellery.
The couple understands and compliments, saying they have got their old jewellery checked in two towns across three Tanishq showroom getting precisely the same reading. Maybe some amount of pre-explanation is required.
THE GOLD HARVEST SCHEME.
You should see how the salesman, while selling a small piece, is busy upselling dreams. He is pushing the Gold Harvest Scheme. Where one can accumulate money over a period of time and at the end of the period, buy the jewellery they want. With the Tata brand, the security of money is guaranteed. I would presume Tanishq showroom at least the one I visited on that particular day was showing a minimum of 50% GHS subscription.
BIG HEARTED RELATIONSHIP.
Tanishq is taking personalisation and emotional touch to a new level. When you unsubscribe to their mail, what you read before you say click is so endearing. “We’d be terribly sad if we can’t send you emails any more. But if you’ve had enough, with a heavy heart, we say this. Click here to unsubscribe.”
This service standard is apparent across Tanishq, Zoya, Mia, Caratline, Helios World Of Titan, Fastrack, Titan eye plus Skinn. It is how the complete brand trust is retained and strengthened.
TANISHQ, BEYOND GOLD AND SELLING.
It feels good to know some more facts about Tanishq sincerity. So, what if my source is just its website. I will trust the brand to tell me the truth.
Over 70% of the water used in manufacturing is recycled.
30% of the energy used in manufacturing is renewable.
40% of the Gold used comes from recycled sources.
The Titan Kanya Initiative helping educate more than 34,000 girls.
AkzoNobel has unveiled a new brand campaign promoting its Dulux Ambiance Velvet Touch offering. The campaign has been created by Mullen Lowe for countries that are launching the new product.
Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “Keeping in mind the upcoming festive season where consumers will be sprucing up their homes, we are elated to introduce the global brand for Super Premium Interior- Dulux Ambiance. India is the first country in South Asia where we have introduced the special effects collection. It’s a unique offering for our Indian consumers. It has been our endeavor to continuously develop innovative products, use our global expertise and local understanding to delight consumers.”
Added Alex Okada, Global Creative Director at MullenLowe: “We wanted to capture not only the joy of the colours, but also the special effect textures of the new Ambiance range. Dance is the perfect way to express these features. The whole campaign is very sensorial. You see the colours, you can almost touch the textures, and you feel the vibe of the different dance styles. The doubts we all face when choosing the perfect colour for our home was the starting point for this campaign. The coloured paint characters show off and compete for the consumer’s attention using all their individual qualities. The work highlights how the colours and textures you choose to paint your home with say a lot about yourself, since the desired paint and effect is an expression of your own mental process.”
Tonic Worldwide has bagged the digital mandate for House of Hiranandani, the real estate company with a presence in Mumbai, Bengaluru, Chennai and Hyderabad.
As part of its mandate, Tonic Worldwide will handle the social media presence, digital engagement, digital strategy and online reputation for House of Hiranandani. The account was won following a multi-agency pitch and will be handled out of Tonic Worldwide’s Mumbai office. The agency will also help House of Hiranandani leverage their online presence to identify leads among a diverse group of internet-savvy consumers and also execute multiple digital campaigns across the next few months to amplify House of Hiranandani’s brand and upcoming projects pan-India.
Commenting on the new win, Chetan Asher, CEO, Tonic Worldwide, said: “We are extremely pleased to secure this mandate as it underlines our strong intent to develop our portfolio of real estate brands. House of Hiranandani has exemplified consistency and excellence in terms of their properties and we will translate these characteristics into a robust online presence for one of India’s most distinguished and acclaimed real estate firms.”
Added Prashin Jhobalia, Vice President – Marketing Strategy, House of Hiranandani: “Today, brand identities are created at an incredible pace in the digital sphere – new as well as established brands cannot ignore social media platforms in their bid to stay relevant to their audience. House of Hiranandani has been a pioneer in creating communities with its distinct architecture, construction techniques and customer friendly approach and we now want to create like-minded communities on digital platforms through digitized personal engagements and conversations. This connect with existing and prospective customers will be a continuous brand exercise to replicate the physical brand in the digital space. Through this partnership we look forward to achieve a strong digital identity that is synonymous with the existing identity of the brand.”
HDFC Life has launched a new ad film ‘Bounce back to Life’ that features real-life survivor stories to showcase the need for term insurance to financially protect ones family and loved ones when faced with unforeseen circumstances.
Speaking on the thought behind the campaign, Pankaj Gupta, Senior Executive Vice President (Sales) and Chief Marketing Officer, Pankaj Gupta: “I am happy to share that our latest ad film addresses the need for protection and brings out one of the strongest essence of life – Hope. We at HDFC Life, believe that real-life stories relate and connect to every human and helps driving a sense of urgency to evaluate financial decisions that can secure our future and enable a life of Pride.”
Speaking about the campaign, Rajdeepak Das, Managing Director India and Chief Creative Officer Leo Burnett South Asia added: “This campaign brings very touching; powerful, human stories told with an impactful narrative, that I am sure will strike a chord with the audience. More so because although these individuals have lived through a tragedy, our chronicle focuses on the positive way they have survived their individual ordeals and come out of it stronger and more optimistic. After all life needs hope, faith and love. This is a beautiful ‘HumanKind’ story.”
Tupperware has launched its latest brand campaign ‘More Time Living’ in India. The brand is set to launch over 30 exclusive brand stores across the nation within this year, and recently announced its official entry into e-tail space with partners like Amazon and Flipkart.
Sharing his views on the campaign launch, Deepak Chhabra, Managing Director, Tupperware India, said: “Given the rapidly changing social dynamics around us, it is important to create an honest brand narrative rooted in a believable product philosophy. ‘More Time Living’, is inspired from the magical nature of our products and how they not only save time, but fill each moment with delight. I believe that the TVC will help us build an even stronger brand connect and resonate well with our target audience.”
Riding the wave of successful campaigns for Bajaj Avenger, Mullen Lintas Mumbai has conceived a new campaign for the brand. The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things.
Commenting on the idea, Narayan Sundararaman – Vice President (Marketing) – Motorcycles, Bajaj Auto Ltd. said: “Avenger is a differentiated bike in its category with a unique Cruiser form. The relaxed riding position, impressive performance and iconic cruiser design have made Avenger a preferred choice of the working young professionals. Liberation is the core proposition for Avenger. Our interactions with customers have consistently revealed their love for the easy riding stance and handle-bar position of Avenger. With this film, we wanted to reinforce this liberation proposition and unshackle and awaken the lost rider.”
The creatives behind the campaign, Azazul Haque and Garima Khandelwal – Chief Creative Officers at Mullen Lintas, commented: “Bajaj Avenger wanted to rekindle love for riding in bikers by making them realise that they are caught in the rut of life. Because they have chosen the right life. Sometimes we lose a little bit of ourselves doing all the right things in life. And what better way to reboot yourself than by getting on the saddle of the Avenger. We thought of a simple creative idea of bikers holding various things of daily chores like they hold the handle bar of an Avenger! Making them realize that they are born to ride and they shouldn’t become a slave to daily routine.”
Luxury retailer Shaze has partnered with Taproot Dentsu to launch its hosting collection of barware and brew-ware with its latest campaign.
Along with the collection, the campaign will also be the first exposure to the brand’s new proposition ‘Shine by Design’. Conceptualized by Taproot Dentsu Mumbai, the campaign is live across films, outdoor, in-store branding, influencer outreach and more.
Commenting on the association and campaign, Samrat Zaveri, MD, Shaze Luxury Retail said: “Our hosting range is the result of months of loving craftsmanship. After putting in a lot of efforts into its intricate designing, we were absolutely sure that we had a winning collection. Taproot Dentsu has created an advertising campaign that is worthy of this collection and we are very happy to have them as our communication partner. We have big plans for Shaze, so watch this space as there’s lots more to follow.
Added Santosh Padhi, CCO and Co-founder, Taproot Dentsu: “The lovely hosting collection has been designed by some of the world’s best designers. It was important for us to be true to the range and weave stories around the hosting collection, at the same time celebrate the host by a new-age inspiring narrative, ‘Shine by Design’ is a true insight that seamlessly bridged the host and collection.”
Honda Cars has unveiled its new ad campaign #IMadeItBig for the 2nd Generation #HondaAmaze. This campaign emphasises Honda Amaze as ‘The Choice’ of aspiring young customers, drawing spotlight on the importance of family bond and values. The communication strategy is based upon the deep insights gained from research and market share growth in T2 and T3 towns and how the young aspirational consumers emerging from these towns have a deep connect with families, where buying a car is still a family decision.
The campaign is being translated in 11 languages for regional connect as the car enjoys immense popularity in Tier 2 and 3 markets as well.
Commenting on the campaign, Rajesh Goel, Senior Vice President and Director, Sales and Marketing, Honda Cars India Limited said: “The second generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than one lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional storytelling that perfectly portrays the real meaning of arriving ‘big’ in life.”
Added Titus Upputuru, National Creative Director, Dentsu One: “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”
Ahmedabad-based Grainspan Foods has launched a corn snack called, well, Cornado and launched a campaign by Zero Gravity Communications to promote it.
The brand has adopted ‘Dare to Resist’ as its core positioning and is targeted towards millennials. Said Khushboo Solanki Sharma, Founder of Zero Gravity Communications: “It is always a challenge when you are launching a product; you have to be mindful of so many different factors that will impact the business. As they say the first impression is the last impression. Mindful of our young target audience, they like the adrenaline rush, challenges and are very spontaneous. We tried to depict such characteristics that blend perfectly with our brand,”
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.