The Punjab Police has collaborated with Lowe Lintas Mumbai and Mogaé Media and unveiled a campaign to motivate the force and displays their collective strength. With #MainBhiHarjeetSingh and #MainBhiPunjabPolice, the hashtags intend to evoke solidarity with the cops and express empathy by stepping into their shoes.
Sagar Kapoor
Talking about the campaign, Sagar Kapoor, CCO at Lowe Lintas, said: “The Punjab Police campaign had us shocked, in tears and inspired at the same time. Helmed by the story of Harjeet Singh, who lost his hand serving his nation and his force is at the heart of the idea. The idea further leaps to each and every police personnel saying “Main bhi Harjeet Singh. Main bhi Punjab Police.” The sentiment is so deep and wide that police forces from other parts of the country have also pledged the slogan. A slogan that promises the police force will keep fulfilling their service, no matter what comes in the way of their call of duty”.
Added Anaheeta Goenka, COO at Lowe Lintas: “As an agency network we have always supported the nation’s causes and created behavior change communication, imperative for society. This initiative began with supporting the Mumbai Police, inspiring and urging citizens to self-police themselves and their families. It was embraced and supported by celebrities and common people alike. The Punjab Police campaign with SI Harjeet Singh at the epicenter of it has given the initiative further momentum. A big thank to everyone who has supported the self-policing cause and has stayed indoors helping our nation control the spread of the virus. A big thank you to each and every frontline warrior, like SI Harjeet Singh who is a shining example of commitment to us all.”
Said Carol Goyal, Executive Director, Mogaé Media: “#MainBhiHarjeetSingh is a large-hearted digital initiative. It has got the entire Punjab Police force energised in a show of unprecedented solidarity. 80,000 policemen from Punjab Police donned Harjeet’s name on their badges sending out a strong signal that no one, but no one, can mess with the police who are here to protect us all. Lakhs in India and abroad emulated the policemen, holding placards in praise of Harjeet and the Punjab Police. We at Mogaé are privileged and honoured to have worked on this brave initiative”.
Asian Paints has released the second digital film under ‘Har Ghar Chup Chaap Se Kehta Hai’ capturing people’s love for their homes which has been rekindled during the lockdown.
Conceptualised by Ogilvy India, the film showcases individuals and families taking care of their homes in the current quarantine period. Upkeep of the house, an otherwise trying exercise, has now become a source of joy to family members. Children, grown men, even pets, everyone in the house is chipping in with their share of household chores. This relevant truth is beautifully captured to show how one’s relationship with one’s home, a relationship at the core of brand Asian Paints, is rekindled.
Voiced by Piyush Pandey and directed by Neha Kaul of Corcoise Films, this video will surely bring a smile on everyone’s face and remind them what their home has been to them; a place of security.
Speaking about this new ad, Amit Syngle, MD and CEO, Asian Paints: “Our second video is a very different take on the emotions associated with Homes, wherein the Home personification and its relationship with the people who live there comes to light in a very beautiful, interconnected way. The whole camaraderie between the home and the members, bring the joy in reliving those real moments which strongly define the emotional connect. Relationships rekindle the fun routines and some lively activities, combined with daily chores, bringing the social message of Stay Home Stay Safe alive.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Staying at home we found a new corner in our home which has become our favourite spot and we found places to clean that we never did before. We found new love for our homes and we decided to capture this love in our film.”
Sharing his thoughts on the film, Sam Balsara, Chairman and MD, Madison World said: “Asian Paints has done an amazing job of staying alive in the consumers’ mind, not by eulogizing their paint but empathizing with their consumers by highlighting to them the joys of doing household chores, staying at home; thereby making the most of the unfortunate circumstances that consumers find themselves in today. My compliments to Team Asian Paints and Ogilvy for the idea and producing not just one but two digital films from home. This move will earn Asian Paints tremendous goodwill of its customers which will benefit the Company for time to come. Asian Paints is not only the leader in Paints, but has behaved like one.”
Voltbek Home Appliances has launched its latest digital video film – “#IAmEnough”. Launched on the occasion of Mother’s Day, the campaign is a tribute to mothers who make invaluable sacrifices and embrace multiple roles in order to raise their children, especially during this period of lockdown.
Remarking on the campaign, Jayant Balan, CEO, Voltas Beko, said: “At Voltas Beko, we pride ourselves on being the ‘partners of everyday happiness’, especially for mothers across India, as we understand their requirements for convenience and efficiency. On this occasion of Mother’s Day, we have once again partnered with one of India’s biggest mom communities to identify and celebrate the unparalleled commitments by mothers and urging all of them to believe in the simple self-affirmation, #IAmEnough.”
Added Prasenjit Basu, Marketing Head, Voltas Beko: “While Mother’s Day is celebrated every year, it is very unique this year, considering how mothers are nourishing their families during this period of lockdown. Single mothers across the country are working without a break, way more than most others – in progressing their career, and in taking care of their homes and families. For the conceptualization of this film, we partnered with a community of mothers to understand their unstated requirements. We hope this acts as a thought-starter and sensitizes the society as well.”
Talking about the digital DVC, Parul Ohri – Chief Editor, Momspresso, said: “This is a film which will strike a chord with every mother who has ever second guessed herself or been judged by the world – and which one of us hasn’t! Just like in our film, sometimes it takes your child doing something simple, yet so remarkable, for the belief to hit you in a rush, “Yes, I am enough!” A belief that becomes even more critical at this time of lockdown, when mums need to see that their children are just happy being with them, secure in their love and enjoying the unique time they have got together.”
GSK Consumer Healthcare’s antacid brand Eno has launched a digital campaign that went live in two phases. Phase 1 was centered around occasions like working from home and reduced physical activity with two digital films titled ‘Stay @ Home: Food Cravings’ and ‘Stay @ Home: Food Experiments’ that highlight the change in eating habits and food experiments at home being witnessed in todays time, which could potentially result in acidity.
Said Naveed Ahmed, Area Marketing Director-Wellness, GSK Consumer Healthcare: “Taking into consideration the emerging consumer trends of frequent snacking and reduced physical acitivity – driven by people being confined to their homes, our latest campaign enables people to indulge in their food cravings and experiments without having to worry about acidity. We have consciously choosen a humourous approach, inline with the brand personalibty of Eno, to build a connect with our audience and communicate our message effectively.”
Orienta Cine Advertising ideated and executed an innovative lift branding campaign for the brand ITC Engage On 2-in1 pocket perfume across popular malls of Kolkata.
The lift branding bears the product image of two-in-one pocket perfume on the two gates of the lifts (inside and outside lift gates) are placed in such a way that it presents a two different perfumes in a single pack, when the lift door opens at each floor of the malls.
Said Ketan B Lakhani, Director, Orienta Cine Advertising: “Innovative ideas and flawless execution is what we always aim to deliver to our clients.”
SBI Card has announced the launch of its new brand campaign ‘Ghar mein Khushiyaan’ that inspires people to stay positive by finding new joy at home and creating cherished memories with loved ones, as they remain homebound in these trying times.
Said Hardayal Prasad, MD & CEO, SBI Card: “We have come out with a new brand campaign to inspire and motivate our customers to remain upbeat and keep spreading joy, as we live through these exceptional circumstances. Through the campaign, we encourage people to pursue the desires or activities they always longed for, but which remained as just one more number on the wish list owing to hectic lifestyle. Now, we urge our customers to find new joy and happiness in what they already own and to create special moments with loved ones in the safety of their homes.”
Focused primarily on millennials and also catering to a wider age group of 22-50 years, the campaign went live from April 30, 2020 with a multimedia approach. It will leverage media channels including TV and digital.
The Switzerland Tourism commercial, ‘Dream Now- Travel Later’, with the gorgeous visuals keeps the destination in mind. It is doing an excellent job of priming the consumer for a post-lockdown market. It plays subconsciously and keeps Switzerland as a destination in the consideration set, just in case you plan to travel. Priming is an art and a necessity now. It is like working a dry handpump.
Priming The Pump.
Have you ever run a dry handpump without check-valves? The only way to make it work is to prime it. Fill the channel inside with water that you have kept for this purpose. Once the air- resistance, which is the cause for the crisis on hand, is taken out, the pump starts working.
The current market is no different. The brands and marketers ( The person pumping) wants to pull the customers ( water) through the channels when the trapped experiences and expectations ( air) is creating resistance.
Priming the market is the only way out.
Unfortunately, the pumps and the resistance faced are not the same types. The product and services straddle a broad spectrum of luxury, good to have, and essential goods and hence need different pumps and resistance.
The consumer is numb. There has been a never expected, never dreamt sudden disruption in his or her life. The consumer has moved from shock, ambiguity, fear to acceptability and adaptability to the situation.
Thinking that the consumer is now comfortable with the new life-co-ordinates and behaviour is a mistake. The lockdown is extended, opened or slowly relaxed (a most likely scenario) will not matter, as the mental scape has been deeply scarred. The degree depends upon the consumer’s experience during the lockdown period.
The consumer is a human being with far higher intellect than traditionally considered. They make irrational decisions and act on impulse. However, they tend to rationalise and being logical in approach. Their reactional behaviour is entirely shaped by their nascent observation, experience and expectation.
This lockdown has given them a chance to learn to differentiate between the real and unreal essentials of life. Redefining luxury and social interdependency.
Life has been a pressure cooker on fire. When lockdown opens, the pressure will define the reactions. The consumer will choose between Fly, freeze or fight the trigger to buy when the mind remains clouded in uncertainties and constraints. The insecurities like a second wave, cure, vaccine, possibility of infection, job, family, responsibility and expectations will influence buying more than the price, purpose and placement or the accessibility, affordability and availability.
No one knows how the market will act out. Ambi Parameswaran, in his tweet, said ‘many typologies will emerge in the next 8 weeks in trying to make sense of the consumer behaviour’. It all depends upon the relevant axis you chose to segment. And I try it based on their expected behaviour based on the degree of disruption in their lives and expectations.
Revolt.
This customer subset, for the first time, has been exposed to their vulnerabilities during the lockdown. They were always questioning and against whatever was expected of them by law, state, society or even family and friends. They live with a big ‘I’ and don’t really appreciate this virus that seems to be most secular and democratic. It does not discriminate in the selection of the victim. These people will want to reclaim their lifestyle. They are currently not the most pressured by psychologically most touched and irritated by the situation.
Re-size.
This subset of customer has a flexible approach towards life, dreams and ambitions. They are in shock. They are law-abiding, cautious and logical in approach. They are not offended by the selfish behaviour demonstrated of others. The society as a whole has not matched their expectation. Most of them have in-fact stepped out in some ways and contributed in the fight against coronavirus.
They look at short term plans. They know they may need to re-size their experience, expectations, dreams and ambitions at some state and they don’t want to be ill-prepared. They will get into their cocoon a bit, but the right trigger will get them in the market. They will hyper indulge in essentials and good to have product and services.
Re-scale.
A bit different than re-size, the re-scale are worried about the future and long-term impact. This subset has experienced scarcity and distancing from extended families during the lockdown. They have, in some ways, realised the new product-service-need-life matrix and are comfortable to live within constraints. They will re-stock essentials even at a higher cost. If you check, they will have un-used masks and sanitizers in their homes. They are not the ‘I’ centric type. They have followed isolation and quarantine request, and that is their contribution to the fight against coronavirus.
Revive.
Customers mindset that says, this is the one and the only life and hence make the best out of it. If that includes being cautious and taking precautions, so be it. They are the early adopters any process-product-service post lockdown. They in-fact will be celebrating the win; having survived the first wave of coronavirus. And they are the one who will define market success.
Priming The Market.
Priming as a process is done before the pump delivers water. Similarly, priming of the market and the consumers preferably should be done before the market opens. It will get the marketer the first advantage of capturing the Revive and Re-Scale behaviour in the re-world still grappling with the situation.
The Re-size audience will wait, as they have always waited for the information and makes a logical delayed decision and actions. The Revolt is a transient behaviour. There is no need to do anything, just lifting the lockdown works with them. One can ignore them.
The Messy Unattended Pump.
Remember, if the brand is an essential product category, the consumers have tested variants and competition. If the brand was non-essential, they have most likely ignored your existence.
Let’s see in my family. I am primarily a Netflix user. However, during the lockdown, I have experienced Hot-star and Amazon Prime. My primary Netflix bias may not get affected as entertainment is content dominated than the platform.
My daughter, a Maggi Hot and Chilli sauce fan, found that it was nowhere available. She decreased consumption to make the bottle last long instead of shifting loyalties. For the sauce of Rs 105, we not only paid INR 299 for Big-Basket membership but added items to cross the INR 600 barrier. All because Big-Basket app while ordering showed Maggi Sauce, it was available. It is different, Big-Basket delivered all items but Maggi sauce and credited my wallet for the gap. Now, we may shift to D-Mart that stayed connected and open 24 hours servicing our area.
In in the absence of our regular brand of Ghee, we ended up testing Amul, Anik and Gowardhan. Think we will be back to Dinshaw’s– as none of them came close to it on experience. However, in Milk, we tested full cream milk from a local dairy selling it lose and Tetra-pack Milk from Amul. Here we are in two minds to shift or continue with Mother-dairy in Mumbai.
The customers have aligned to the alignment of necessity, essentials and replacements. The essentials will also see a big fight in the market place.
Trust & Dependability Still Important Priming Agent.
The customer in an extended lockdown has slowly realised the importance of things like social distancing, quality, service, hygiene, among other such factors. They are expected to continue to give due weightage to such factors. Hence, the brands must re-assure them at least in term of health aspects acr4oss manufacturing and delivery to quality aspect in product, functionality and service.
It is a negative eureka moment and feels so odd to hear an IVR customer service telling you that the representative number is switched off. All know it is a lockdown. The customer was just looking for assurance and a token for being in the queue for a future date service of his water cooler, whenever it will start. Such a negative takes a lot to future efforts to wipe the slate clean.
Compare that with your local AC mechanic, answering the phone and telling you, he will try to see what best he can do. You were just looking at that assurance and will not hold him guilty even if he was not able to do anything.
Or the large basket company telling you that all delivery slots are full. However, if you were to take an INR 299 membership, where the membership fee will be in the next three months, they can surely make that special delivery to you. Now, the company had a choice to say, we in this situation are disbanding the Loyalty – membership programme and will deliver on Fist-in-first-out basis. CMOs and CEOs will have a different take on this one. I would think that the second was a better choice. Suspend Loyalty and treat everyone equal right now.
Priming Tools.
Post lockdown or even now, the marketers must choose their SASHTRA and ASHTRA to fight the Mahabharat of the Markets. All these brands ( Market Yodha’s) and their Sarathi’s ( Brand custodian/ marketing/ agencies/ strategists) are sitting at the edge for this moment.
The brands, product and services that remained in connect and sync with the consumer, sailing in the same experience and empathising with them would know the topography a bit better. They will have a better chance to win than someone entering the dialogue after a gap.
Early advantage seekers will most likely go with sales and discounts to mop-up as much as early from the post-lockdown market. A good enough practice. Some brands have already started talking about pre-booking deals. You pay ‘X’ now and buy items worth ‘X+20-30%’ later. Few are banking on the loyal subscriber. There are going to be many versions of ‘lockdown discounts’ and ‘Freedom sale’.
Some brands will layer their communication with ‘Made in India’, ‘helping the country’, ‘anti-china’, ‘we are in it together’ and ‘the national pride’ etc. We will also hear about a percentage of sales going for migrant workers, and COVID-19 help will also be there. All this when being competitively priced with margin pressure. Such brands will survive but will always be under pressure.
However, the brands that will win will be the one focussing on enhanced quality, experience and service with a long-term perspective. It is better to re-evaluate the experience more than the pricing. And hence, communication that is a functional benefit oriented with some emotional payoff will work better. As for media, you want that instant build-up- so Newspaper definitely works best along with social media.
The Pre-Primed Pumps.
The brands that will outshine all others will be the brands that have during the lockdown demonstrated some integrated purpose. They are self-primed at this point in time. The audience most likely looks at them with pride and wants to be associated with them.
Remember- ‘Dream Now – Travel Later’ is as good as ‘Talk Now-Do Business Later’.
Himalaya and 82.5 Communications have created a digital film to introduce the new range of hand wash and sanitisers – Himalaya Pure Hands.
Speaking about the film, Philipe Haydon, CEO, The Himalaya Drug Company, said: “This film captures the beauty, essence, and great wisdom of our Indian greeting, Namaste. Today, as we practice social distancing, the phenomenal knowledge and wisdom of this greeting holds great value in our lives. At Himalaya, we have always been inspired by our rich heritage. We hope that this film spreads love and happiness as well as keeps you all safe. Stay safe, stay healthy. Namaste from our hearts at Himalaya to yours.”
Added Sumanto Chattopadhyay, Chairman and CCO, at 82.5 Communications: “The Namaste is such a beautiful yet practical gesture with so many layers of meaning. It is wonderful to make this film for Pure Hands as a vehicle to spread the message of the Namaste—a message that is all the more meaningful during the pandemic.”
Nihar Shanti Pathshala Funwala has announced ‘Padhai Par Lockdown Nahi’- an initiative that ensures students can keep learning English even at home through the ‘Phone Uthao India ko Padhao’ programme that was launched last year. Free virtual classes are available for the next two months for grades 6-10 through the Paathshala Funwala app on Google Playstore.
Commenting on these initiatives, Koshy George, Chief Marketing Officer, Marico Limited said: “Nihar Shanti Amla has always believed that education is the foundation of nation’s growth. COVID-19 pandemic has posed serious challenges to continuity of learning. We understand this and to ensure that learning doesn’t stop even during the lockdown, we have launched Padhai Par Lockdown Nahi campaign. This programme gives an opportunity to urban adults sitting at home to teach spoken English to a rural child who can access it anytime, anywhere through a simple, convenient phone based intervention. In addition, the partnership with AAS Vidyalaya helps make all other subjects available free on our app for 2 months. It covers 6th-10th grade curriculum designed as per CBSE, UP State Board and NOIS board. Together we all can make a difference to these children’s lives and strive towards building a confident, educated young India.”
Added Russell Barrett, CCO & Managing Partner, BBH India: “Nihar Shanti Amla has been built on the promise of Look good, Do good. And for years now the brand has dedicated itself to doing good by educating India’s underprivileged children through various on- ground and digital initiatives. During these exceptional times, exceptional brands reinforce their worth by their actions and Nihar Shanti Amla has dedicated itself to ensuring there is no lockdown on learning. We’ve used technology to give children in the remote interiors of India the same privileges that our own children enjoy during this time through the Phone Uthao India Ko Padhao programme. We’re so proud to partner Marico in this initiative and to ensure the next generation of India doesn’t stop their onward march to a better future.”
B Natural has launched a digital campaign on International Labour Day last week thanking farmers for their tireless efforts to help ensure availability of the Ready-to-Serve Fruit Beverages.
Speaking about the initiative, Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Ltd, said: “As we approach the peak of Indian summer, staying hydrated has become extremely crucial. We wanted to take this opportunity to thank the Indian farmers who have been a pillar of support during these challenging times and are amongst the many warriors who are helping with our efforts of reaching out to consumers.”
Voltbek Home Appliances has launched its latest digital video film – “#IAmEnough”. Launched on the occasion of Mother’s Day, the campaign is a tribute to mothers who make invaluable sacrifices and embrace multiple roles in order to raise their children, especially during this period of lockdown.
Remarking on the campaign, Jayant Balan, CEO, Voltas Beko, said, “At Voltas Beko, we pride ourselves on being the ‘partners of everyday happiness’, especially for mothers across India, as we understand their requirements for convenience and efficiency. On this occasion of Mother’s Day, we have once again partnered with one of India’s biggest mom communities to identify and celebrate the unparalleled commitments by mothers and urging all of them to believe in the simple self-affirmation, #IAmEnough.”
Speaking about the campaign, Prasenjit Basu, Marketing Head, Voltas Beko, said, “While Mother’s Day is celebrated every year, it is very unique this year, considering how mothers are nourishing their families during this period of lockdown. Single mothers across the country are working without a break, way more than most others – in progressing their career, and in taking care of their homes and families. For the conceptualization of this film, we partnered with a community of mothers to understand their unstated requirements. We hope this acts as a thought-starter and sensitizes the society as well.”
He further added, “Voltas Beko is dedicated to make the lives of each ‘mom’ easier by offering technologically superior, easy to use, energy efficient home appliances, which have been specifically designed for Indian conditions.”
Talking about the digital DVC, Parul Ohri – Chief Editor, Momspresso, said, “This is a film which will strike a chord with every mother who has ever second guessed herself or been judged by the world – and which one of us hasn’t! Just like in our film, sometimes it takes your child doing something simple, yet so remarkable, for the belief to hit you in a rush, “Yes, I am enough!” A belief that becomes even more critical at this time of lockdown, when mums need to see that their children are just happy being with them, secure in their love and enjoying the unique time they have got together.”
On occasion of World Hand Hygiene Day, Savlon Swasth India Mission reiterates the critical role of hand hygiene in infection prevention with its ‘Chain of Protection’ initiative.
In a fun and interactive social outreach, the initiative urges everyone to adhere to a hand hygiene routine to help build a chain of protection. Savlon Swasth India Mission’s ‘Chain of Protection’ is a community-driven inclusive approach towards encouraging good hand hygiene practices and help break the chain of infection.
Fritz Gonsalves, Group Creative Director and Jayesh Raut, Senior Creative Director at Ogilvy India, said, “Savlon Swasth India has always been about inculcating good hand hygiene habits. Right now, the most important thing to do is to make sure everyone around us including ourselves maintain good hand hygiene. As it is for the collective good of everyone. So, for World Hand Hyginee Day, that’s exactly what we did – Remind everyone that we are in this together and that together we can defeat the chain of infection.”
Orienta Cine Advertising ideated and executed an innovative lift branding campaign for the brand ITC Engage On 2-in1 pocket perfume across popular malls of Kolkata.
The Switzerland Tourism commercial, ‘Dream Now- Travel Later’, with the gorgeous visuals keeps the destination in mind. It is doing an excellent job of priming the consumer for a post-lockdown market. It plays subconsciously and keeps Switzerland as a destination in the consideration set, just in case you plan to travel. Priming is an art and a necessity now. It is like working a dry handpump.
Nihar Shanti Pathshala Funwala has announced ‘Padhai Par Lockdown Nahi’- an initiative that ensures students can keep learning English even at home through the ‘Phone Uthao India ko Padhao’ programme that was launched last year. Free virtual classes are available for the next two months for grades 6-10 through the Paathshala Funwala app on Google Playstore.