Nerolac Paints has added Leo Burnett to its roster of creative agencies after a multi-agency pitch. The account will be handled out of the Mumbai office.
Speaking about the announcement, Anuj Jain, Executive Director, Kansai Nerolac Paints Limited said: “Nerolac as a brand has consistently evolved since its inception. Collaborating with the right partners is significant in working towards the long-term vision of the brand. As we complete a 100 years of building a rich brand legacy, we are faced with a new normal and it is imperative that we join forces with creative teams that can help deliver better value to our customers. We are confident that our newly found association with Leo Burnett will help us deliver impactful campaigns and support our commitment to build a healthy and beautiful future.”
Dheeraj Sinha
Added Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett: “Nerolac is a leading brand in its category and we are excited to partner them in their next phase of growth. Brand Nerolac has a strong legacy of 100 years, yet it is very future focused and high on innovation. There is a tremendous potential in this category to build a new narrative and we look forward to doing that. We are excited about this new journey of creating some magic together.”
India Gate Basmati Rice unveiled a new campaign conceived by Lowe Lintas Delhi titled ‘India Ki Puraani Aadat’.
Said Ayush Gupta, Business Head, KRBL: “India Gate has been a part of Indian households since many years. Our baseline, ‘India ki Puraani Aadat’ says that beautifully. This is a unique angle on lockdown which belongs to the brand. The film is an ode to old habits from another old habit of India. We hope it makes you smile and gives you strength, to see this through.”.
Commenting on the campaign thought, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “India Gate is a brand that has always stood for all that is good about India. As families spend time indoors during the lockdown, they are rediscovering things they once used to do together, old habits they had always loved. The brand celebrates these ‘purani aadats’, habits that unite us and make us quintessentially Indian.”
Society Tea has launched its #StayAtHome campaign, to encourage safety, remembering the beautiful memories around tea that one collectively spends as a community.
Commenting on the occasion, Karan Shah, Director, Society Tea said: “Society Tea has always been subtly invested in its duty towards society. With the inspiration to brew delightful experiences and conversations over chai, we at Society Tea have recently incorporated the visually appealing #StayAtHome campaign, to portray simple and small memories during the day, when we come together as a community to enjoy our tea together. Until such a time is back, let’s not only stay safe, but also look forward to enjoying these moments with our friends, family and close ones.”
Ujaya Shakya and his team from Outreach Nepal initiated a simple exercise to take forward their meesage of empathy and share with the world simple things like sharing food recipes, a book one has read or even the best films one has watched.
The message has been replicated now in five countries – Brazil, China, India, Sri Lanka and Bangladesh –and across seven languages.
The first country to adapt the idea is Brazil led by Daniel da Hora, Chief Creative Officer, DH, LO Creative Boutique. He reached out to Shakya and said: “The pandemic made us reflect that we, as humanity, are deeply connected to each other. What affects one, affects us all. Besides, the lack of equal opportunities and access to the basics is also a global threat.” He further added, “Empathy is when you put yourself on the position of another person. In a times such as this we see so many privileged people sharing their quarantine routine, so full of everything and so easily because of having everything can be a trap in a world so full of inequality.”
Added Rashid Khan, Founder and CEO of Creato from Bangladesh: “#ORNKnowledge is a knowledge platform initiated by Outreach Nepal who lifted this campaign to raise empathy in current pandemic situation which is worth to support.”
From China Dr Owen Jia, President of the ECI Awards, voiced his support and said: “In fighting this Covid-19, the common viral enemy of mankind, this movement is very timely, reminding us that human beings must care for each other, help each other and be friendly with each other no matter whatever language, faith and race they belong to.” And from Sri Lanka, Rohith Hettiaratchi, Director Business Strategy and Planning at Media Factory wrote: “This campaign opened up the insensitivity of such uploads encouraging people to be more humane. The problems are the same across the sub-continent in terms of food availability and scarcity, hence it is very relevant to our market in Sri Lanka.”
From India, Prof Ujjwal K Chowdhury, Pro Vice Chancellor of Adamas, Protik Basu, Managing Partner, Weaddo and FMCG consultant Jitendra Gupta spoke in glowing terms about the Outreach Nepal effort.
Said Shakya who is Managing Director, Outreach Nepal: “At Outreach we believe advertising now has a bigger role to play. And we thought that in these uncertain times, we need to be more empathetic, more humane towards the less privileged. Our small initiative is simple, just a reminder of the basic humanity which we all have inside us. This campaign is not meant for those who are actually suffering – they might have little access to social media in these tormenting times. On the contrary this is meant to sensitise us, the forgetful privileged. The team at Outreach is very happy that people across countries are reacting positively to the message. The new normal will makes it necessary that we have new insights and new visions. And now we know that there cannot be a bigger insight than ‘Empathy’.”
Immunity is a great business. In a coronavirus-led world of anxiety and fear, expect immunity predators to demonstrate the highs and lows in marketing. How the consumer reacts to their offerings depends upon how their reality is adulterated with perceptions.
We can’t lead a quarantined life forever. At some stage, lockdown will be reclamped, relaxed or completely lifted. Though the last normal is left behind and the new is yet to take shape. Pressed for productive economic activities, we will step out of our bubbles and cautiously interact.
We all know that the fittest will survive. The situation demands high Immunity levels, and that is the only way out. Immunity is not the barrier against infection, it is the force available to fight the virus infection. Each one of us wants to be loaded with it.
Covid-19 Redefined World
We are entering a redefined world. We need to realign, refocus on every part of life. With or without the vaccine, containment or herd Immunity, individual will have to invest in immunity build-up as a defensive measure.
Health, hygiene and insurance brands and services will do well in the caution, precaution and sanitisation fuelled world. There is no doubt that the demand for fortified food and beverages will be on the up. And in that case, some brands and product with unqualified promises will also move in.
Not sure if Starbucks has plans for a Golden-Coffee and McDonald’s for Ginger-Nuggets. However, we will see a wave of immunity solutions addressing the anxiety loaded audience with tea, milk and other food variants. The audience is primed for such offerings and services. It is natural for everyone to be interested in anything that promises protection against the virus.
Too much Confusion about Self-immunity Boosters
The consumers will experiment with self-immunity boost-up. If you scan the world for it, you will find that one should increase the intake of oxidants, enhance vitamin C, B, D and E levels, and keep our gut healthy. We are informed of the possibilities with the wonderful world of superfoods
There is a long list of possible warriors. Almonds, Amla, Apple, Basil leaves, Berries, Black pepper, Broccoli, Cabbage, Cardamom, Carrots, Chia seeds, Cinnamon, Clove, Coconut oil ( organic), Flax seeds, Garlic, Ginger, Green Tea, Lime, Moringa, Mulethi, Neem, Onions, Oranges, Pumpkins, Saffron, Spinach, Spirulina, Turmeric, Walnut, Yoghurt etc.
The whole narrative in the web is layered with high sounding words like Anti-inflammatory, Antimicrobial, Antiviral, Ascorbic acid, Oxidants, Beta carotene, Good bacteria source, Omega 3, Hydrating agent etc.
The articles and available public domain wisdom advice to Eat properly, Exercise regularly Sleep well and Keep Stress Away & Stay positive. Avoid, better still stop smoking/vaping/e-cigarettes, non-essential travels and alcoholic drinks. Now if you do that anyway, you will be healthy. However, it is no guarantee against the virus.
It is enough to confuse anyone. There is too much to read, understand, decide and to follow. However, there is no time for experimentation. Hence, when trusted brands claim and assure us of building Immunity, we take the easy way out, we blindly believe them. Moreover, some brands rightly reading the situation lead us with false promises.
Our immunity towards advertising and such information is low. We believe what the brands tell us. WE follow their advice. And we have no way to differentiate between what is right and what is wrong.
Could Immunity Boost Work?
So, an article in vice.com, says, ‘For the human body to work optimally, you need these vitamins, minerals… However, having an overabundance of these vitamins or minerals has never proven to shorten the duration of any kind of virus, bacteria, or cold’, additionally it warns; ‘loading up on products packed with “immune-boosting” ingredients is, at best, a waste of money. At worst, flooding your body with excessive amounts of fat-soluble vitamins (like vitamins D and A) could lead to vitamin toxicity, a condition that brings its own serious health risks like skin issues, nausea, liver damage, or even death, depending on which vitamin is consumed in toxic amounts‘. Now should I take this at face value? I am not sure, but to me, it sounded logical.
Immunity Boosters – Initial Arrivals
It is a different thing when medically approved brands and products talk of immunity supplementing or boosting. The problem is when brands try to ride the immunity wave. Don’t be surprised to find ‘Immunity boosters and fortified products’ as a stand-alone category in e-commerce sites.
ITC launched sanitiser sachets for Rs 0.50, making it easy for the price-sensitive segment in smaller towns, rural area and even the cities. It is absolutely right, a defendable and believable a functional benefit is offered. But, then there are brands which are trying to rewrite their story.
Amul, the biggest dairy brand of the country, for all practical purpose, branded Amul milk- Immunity Milk. Staying at the edge where technically it may be difficult to find fault. However, after watching the communication, the customer will see Amul Milk as Immunity Milk and not something that is helping immunity development. Exactly the way the brand would want.
Horlicks, a supplement and one of the reasons kids end up drinking milk take drama to the other edge. It now takes the ‘husbands of a doctor’ route in getting the association. No, no doctor is endorsing it. Clever. You have to give it to the brand, they only talk about Immunity boosting capabilities.
As reported in BFO by The Ken, in Indonesia, the Ministry of Agriculture is selling something as Coronavirus cure. It launched a series of three products, an inhaler stick, an oil, and a powder, to be used for inhalation and diffusion in the room. It claims this “Anti Coronavirus” kills 80-100% viruses! That sounds like Immunity Predators in action but if it is backed with research- wow let’s all get it here.
Traditional Immunity Boosters
Golden Milk for immunity build-up is a piece of traditional knowledge. The dominant immunity building agent is Turmeric, and milk aides the process. Now, it will be accepted and appreciated if some brand takes this knowledge and launch Golden Milk premixes, sachet, concentrates, coffee..
Traditional knowledge suggests that the right kind of tea can also help in Immunity boosting. Here is a communication promoting tea as an immunity booster.
Expect more brands to take on the immunity provider and enhancer role. Sometimes rightly and most of the times because it is the thing that works and they can get away with.
I agree with VICE.com, such Immunity enhancing claims sound harmless in the normal that does not exist. However, they are like medical advice in the era of coronavirus. Brands try taking advantage of such vulnerabilities. And truly, sincerely, there is no more vulnerable time than during a pandemic’.
ASCI has a role here. It must issue a guideline for the use of IMMUNITY in communication. Just naming these ads as misleading will not be good enough.
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While writing this, I read a few articles which further confused me. Immunity Boosters to make you #coronasafe, Eat Right: 8 Immunity-Boosting Foods You Should Have This Monsoons, 4 Magical Foods That Could Help Boost Your Immunity, Boosting Your Immune System Against Coronavirus: How To Minimise The Risk Of Infection? , 30 Best Immune-Boosting Foods and 15 Foods That Boost the Immune System. And there is enough and more to confuse you.
In an attempt to ease the financial situation of tea shop owners, Tata Tea Chakra Gold, a popular tea brand in Tamil Nadu, has taken a step forward to launch a campaign #OruTeaSollunga. The initiative spreads awareness calls for people to digitally donate payment equivalent for a cup of tea. On its part, Tata Tea Chakra Gold is donating payments for more than two lakhs cups of tea to add to the contribution from patrons to select tea shops in Tamil Nadu.
Speaking about the initiative, Puneet Das, Vice President – Marketing, Beverages India, Tata Consumer Products, said: “Tamil Nadu’s Tea Kadais are a favuorite destination for most people for a tasty and refreshing cup of tea. The extended lockdown has brought distressing times for the livelihoods of many in this sector. Tata tea Chakra Gold has been one of Tamil Nadu’s popular tea brands and apart from being enjoyed across many households, it has many hot tea shop customers as well. The initiative #OruTeaSollunga by the Tata Tea Chakra Gold, is aimed at giving the people of Tamil Nadu an opportunity to help the tea shop Anna in these difficult times. People can pay a nominal sum of Rs 10, (equivalent to paying for a cost of a cup of tea), through their digital wallet from wherever they are, and the amount collected will be sent as donation for the cause of these tea shop workers. As part of this initiative Tata Tea Chakra Gold is donating payments for more than two lakhs cups of tea, each cup worth Rs 10. We urge everybody to join us in this cause and help make a genuine difference towards the lives of tea shop Anna.
Shoppers Stop invites consumers to get #Selfieidi ready. In the new campaign, the brand encourages customers to get dressed up and celebrate the festival safely indoors.
Notes a communique: “The mandated lockdown should not curb the spirit of the festival and the celebrations should not stop! Customers can get all dressed up and show the world how best they are celebrating the festival at home. Post a picture of your Eid celebrations, tag Shoppers Stop and use #Selfieidi to win discounts and E-Vouchers!”
Equinox films, a company owned by Ram Madhvani, has directed and produced the new commercial “Recharge Revolution” scripted by Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, for Airtel.
The commercial has been shot through four cities, Jharkhand, Uttar Pradesh, Delhi, and Noida while adhering to the norms and guidelines of the lockdown. The actors and team headed by Annum Waris, Producer, Equinox Films took the right precautions against Covid-19 during the shoot.
Talking about the same, Nitin Parmar, Director, Equinox Films said: “These are tough times for filmmakers but as the famous saying goes, the show must go on. You have to keep challenging yourself and look for new ways to stay relevant. If you’re in the business of filmmaking, you have to embrace technology and make the most out of it. The Airtel commercial brought an opportunity for us to experiment and reinvent as ad filmmakers. We are extremely thankful to the actors, their families, and home support for their cooperation in filming this commercial amidst the lockdown.”
Actor Ayushmann Khurrana in association with Peter England posted a short video emphasising the importance of wearing face masks while stepping out during this pandemic. This video marks the beginning of the actor’s association with the menswear brand from the Aditya Birla Fashion and Retail.
Speaking on the association, Manish Singhai, COO, Peter England said: “As a responsible brand, we have strived to do our part in this collective fight against this global pandemic. Various studies show that wearing face masks as part of everyday routine is now crucial to contain the spread of COVID-19. Hence we have leveraged our strengths and skillset to produce high quality cloth-masks which are the need of the hour. We have collaborated and begun a long journey with Ayushmann Khurrana and our association marks the union of two iconic brands that are synonymous with honesty and authenticity. Our journey starts with a message for a special cause, to raise awareness about the importance of wearing cloth based face masks. We believe that Ayushmann, being a popular style and youth icon, will help in getting this social message delivered to large set of Indians across the country”
Flagship CavinKare brand Meera re-telecast its popular ‘Velikizhamai’ ad across Tamil Nadu to bring back nostalgic memories from the 1990s.
Said Gayatri Kabilan, Senior Manager- Marketing: “We have started seeing our traditional practices being widely adopted and hence we thought this would be the right time to reemphasise the importance of an oil bath with Meera powder in a nostalgic way. Meera’s ‘Velikizhamai’ ad has started re-telecasting across Tamil Nadu in popular TV channels with a focus on old time favorite classic serials which are being re-run, 90s movies etc. where the consumer will be able to connect to it better. We at that time would have been heavy advertisers in these shows and now when the consumer sees it again, they would be able to relate to the ad and realize the striking importance of this ritual at such a time. Meera as a brand has always connected with the consumers of South India and their innate rituals and traditions for close to three decades now. As consumers are watching more of retro movies and programs what better than complementing with old ads of Meera to make the feeling complete.”
Ogilvy Mumbai has devised a campaign for Asian Paints targeting painters and their families on ‘safe painting’.
Said Amit Syngle, MD and CEO, Asian Paints Limited: “Communitarianism is mirrored in Asian Paints’ beliefs and practices. Caring about the well-being of our stakeholders has always been the utmost priority. We understand the current threat of infection is a serious cause of concern for our painters, their families and our consumers, hence we devised the Safe Painting Service to safeguard their needs. This digital campaign echoes our priority and apprises them of the provision and safety–standards we are putting into place to ensure their well-being and safety; all this while ensuring great looking homes.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “We wanted to assure people of the steps we have taken to ensure that the painting process is totally safe. We started by assuring the most important person about the safe painting services – the painter’s family.”
Times Network’s film channel MNX ran a campaign on International Brother’s Day titled #BroDaMan with a curated line-up of ‘best of bro-hood’ movies and some quirky initiatives.
Said a communique: “#BroDaMan is all about kicking back and re-living the insane ‘bro-experiences’ with the mega movie line-up, the most updated bro code, undertaking a test of your brotherhood and much more with the week-long campaign starting May 24, 2020. Under this property, every day at 5pm, MNX will feature movies which are the ultimate bro-flicks like ‘Shanghai Noon’, ‘Hobbit: The Desolation of Smaug’, ‘Double Impact’, ‘POTC: Dead Man’s Chest’, ‘Goal’, ‘National Treasure: Book of Secrets’ and ‘Bad Boys 2’.”
Said Ayush Gupta, Business Head, KRBL: “India Gate has been a part of Indian households since many years. Our baseline, ‘India ki Puraani Aadat’ says that beautifully. This is a unique angle on lockdown which belongs to the brand. The film is an ode to old habits from another old habit of India. We hope it makes you smile and gives you strength, to see this through.”.
Commenting on the campaign thought, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “India Gate is a brand that has always stood for all that is good about India. As families spend time indoors during the lockdown, they are rediscovering things they once used to do together, old habits they had always loved. The brand celebrates these ‘purani aadats’, habits that unite us and make us quintessentially Indian.”
Immunity is a great business. In a coronavirus-led world of anxiety and fear, expect immunity predators to demonstrate the highs and lows in marketing. How the consumer reacts to their offerings depends upon how their reality is adulterated with perceptions.
In an attempt to ease the financial situation of tea shop owners, Tata Tea Chakra Gold, a popular tea brand in Tamil Nadu, has taken a step forward to launch a campaign #OruTeaSollunga. The initiative spreads awareness calls for people to digitally donate payment equivalent for a cup of tea. On its part, Tata Tea Chakra Gold is donating payments for more than two lakhs cups of tea to add to the contribution from patrons to select tea shops in Tamil Nadu.
Shoppers Stop invites consumers to get #Selfieidi ready. In the new campaign, the brand encourages customers to get dressed up and celebrate the festival safely indoors.
Times Network’s film channel MNX ran a campaign on International Brother’s Day titled #BroDaMan with a curated line-up of ‘best of bro-hood’ movies and some quirky initiatives.