Footwear brand Flite has refreshed itself with a new visual identity. With actor Ranever Singh as the brand ambassador, the 15-year-old brand offers a range of footwear for men, women and children.
Commenting on the same, Gaurav Dua, Executive Director, Relaxo Footwears Ltd: “Flite is a brand of semi-formal footwear from the house of Relaxo. Positioned as youthful, stylish and comfortable, the concept resonates well with the target group, which has high aspirations, is ambitious and believes in the idea of now is the time for me to soar high. What has been remarkable in the new identity is the fact that it ticks all the requisite dimensions of brand expression without diluting the essence that current audience was familiar with for decades”
Mattress brand Sleepwell from Sheela Foam Ltd has rolled out a campaign titled Sleepwell@Home.
Said Rahul Gautam, Managing Director, Sheela Foam: “The health of our consumer has always been a priority for the company. In these times, we wanted to ensure our complete support to consumers by enabling access to a hygienic mattress in the most hygienic way. Right from the manufacturing process to the well-being of our staff and customers, we are taking all the precautionary measures to ensure everyone’s safety. We encourage our customers to avail convenience and safety of doorstep services with Sleepwell@Home.”
Hamdard Laboratories (Medicine Division has launched a new integrated marketing campaign #StrongWithHamdard emphasising boosting the immune system to stay healthy amid the Covid-19 outbreak.
Commenting on the campaign launch, Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division) said: “One of the key measures to stay safe amid the Covid-19 outbreak has been a strong immune system that safeguards us from various infections and the same has been emphasised by the Government and Ministry of AYUSH. As India enters the unlock phase, it becomes even more vital to have a strong immunity that will prevent us against the viral infection,” adding: “Our new campaign #StrongWithHamdard focuses on adopting an alternate medicine system to boost immunity and promote the uses of Unani medicine products to have a strong immunity system.”
Given the need to fortify one’s immunity, Nu-Shakti has launched its #PutImmunityFirst campaign urging people to “focus on boosting their immunity through adequate intake of nutrients”.
Said Alok Kohli, Business Director – DSM India: “It is imperative to focus on the right habits and the right diet. With Nu-Shakti’s #PutImmunityFirst campaign, we are creating greater awareness about the role that key nutrients play in improving people’s immunity, health and well-being.”
Nu-Shakti products included fortified rice, atta (flour) and a beverage mix.
Cadbury Dairy Milk Silk has unveiled a new TVC based on its brand proposition of ‘How Far Will You Go For Love’ that was launched earlier this year.
Commenting on the release of this heartwarming film, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said: “Cadbury Dairy Milk Silk has long stood for the best taste of chocolate in India. This has manifested in our communication over the years as the expression of romance amongst youth. With the youth of the country and their meaning of love evolving, there is a higher emphasis on gestures and acts that keep the romance fresh and alive. This had led to conceptualizing of the new proposition ‘How Far Will You Go For Love’ which kick started with the Valentine’s Day campaign earlier this year and has now turned into a ritual of sparking new relationships, deepening the meaning of love, and standing for a feeling that can’t be purely expressed in words but best felt through acts of active expression. The aim is to continue to make Cadbury Dairy Milk Silk an integral part of expressing love for your special ones, through gestures big and small that go above the norm.”
The film is conceptualised by Mondelez India and Ogilvy India. Said Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy Mumbai: “Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalised on the connection until now. While Cadbury Dairy Milk Silk stories often hinted at a romance, the hero was always the product. It was always about the melty-chocolate. We believe it is time for the brand to evolve from being just a bar of indulgent chocolate to something greater, more desirable – make sharing a Silk, a symbol of romance. It feels like a natural evolution for the brand and will give us a more relevant role in young people’s lives.”
Eris Lifesciences has announced association with actor Boman Irani for its Circa range of devices. The association is aimed at highlighting importance of an accurate and validated BP monitoring device.
The focus of the campaign is to encourage hypertensive patients to measure their blood pressure at home using a validated device while making an appeal to share their readings with doctor. The campaign theme #ShareYourPressure, urges users to stop worrying about getting false reading and trust the device to share their pressure.
Said Amit Bakshi, Chairman and Managing Director, Eris Lifesciences: “Hypertension therapy is our second largest therapy and with cardiovascular being the No. 1 Chronic therapy, we are upping our ante by closing the loop with one of the most validated device for blood pressure management. We have world class data in the form of ‘India Heart Study’ conducted on the same ‘Circa’ device further validating our commitment to hypertension therapy. With Boman Irani on board, we feel this partnership with the brand will increase awareness around Home Blood pressure monitoring (HBPM) and bring more people to target Blood pressure.”
Creamline Dairy Products Limited (CDPL), a leading dairy player in Southern India and a subsidiary of Godrej Agrovet, today launched a television campaign that highlights building immunity of the entire family with milk and milk products. The TVC is created in Hindi, Tamil and Telugu.
Speaking about the campaign, Raj Kanwar, CEO, Creamline Dairy said: “A protein-rich diet is known to help in building immunity and dairy products are an easy and affordable way to add them in our daily diet. Health and wellbeing of the family is a top priority for everyone today. The TVC aims to highlight the wide range of dairy products available under brand Jersey and showcase multiple ways to integrate them as an important source of nutrition in our daily diet for building immunity.”
Added V Seshagiri Rao, Sr. Partner, R K Swamy BBDO Advertising agency, Hyderabad: “Being a preferred dairy brand, especially for mothers, for over 25 years, it was imperative that JERSEY connect meaningfully with its consumers in these trying times. The campaign will help strengthen the brand’s diverse range and help build further equity in the health and immunity space, something that will remain a primary consumer concern for the foreseeable future.”
WPP agency Geometry Encompass has announced the launch of its DLX (digital live experience) practice Pro.digi, to help brands “connect with their consumers in the virtual space”.
Said Roshan Abbas, Founder at Geometry Encompass: “Given the seismic shift that experiential marketing is witnessing, it is imperative to create new and engaging environment for our consumers. The digital screen is the new currency for experiential, through Pro.digi we create data driven and digital experiences to create lasting brand engagement for our audiences”.
Added Ranjit Raina, CEO, Geometry Encompass: “The pandemic has ushered in digital transformation at a scale never seen before. Through our early experiments in the virtual space we are convinced that it is possible to stay real in the virtual world and enable human connections. Commerce is so much more than just a transaction and Pro.digi aims at creating solutions for real growth”
Coca-Cola India has released a series of stories narrated through the digital medium as short films, static posts on its social assets and long-format stories on Coca-Cola India Journey titled ‘Ummeedo Wali Dhoop’. The campaign features stories of everyday heroes who have gone above and beyond the call of duty to help the community amidst the COVID-19 pandemic.
Said Shrenik Dasani, Vice President – Sparkling Category, Coca-Cola India and South West Asia: “At a time when the human spirit is being tested like never before, this was our attempt to share an inspiring, optimistic message with people and collectively reaffirm our unshakeable faith in the resilience and power of the human spirit. In equal measure, the campaign is a small expression of our gratitude to all those individuals, who acted as living proof of that resilience, when they went above and beyond what was expected and rose up in aid of their fellow human beings in a time of great need.”
The anthem has been written by Prasoon Joshi, CEO of McCann World group India and Chairman (Asia Pacific). The now-released stories are an extension of the campaign which features ‘heroes’ from across the country and various walks of life.
Marketing and branding agency Gemius Design Studio bags creative and digital mandate for Surat City Traffic Police, the government body that manages the traffic for four zones of Surat and is responsible to manage over 32 lakh vehicles on the roads of Surat.
Said Prashant Sumbe, DCP, Surat City Traffic Police: “With the growing urge of Digital interactions and communication, Surat City Traffic Police department found it apt to explore the domain of Social Media to establish a connect with the citizens. Through the means of infographics, content creation and interactive dialogue with the citizens, we intend to create an online community which can eventually lead to better practices and execution of rules among the city. Our creative approach has been on the lighter note so as to attract the millennial audiences and be connected with the youth.”
Added Saurabh Pacheriwal, Co-founder and Captain, Gemius Design Studio: “We were glad to know that the responsibility of Surat’s Traffic Department is in such fine hands. We were surprised with the approach the officials, especially DCP, had towards bringing in new age technology to interact with the citizens. We are glad they chose us to take care of their digital duties and campaigning. We are working on creating interactive and informative content which can act as a one-point source of information in the longer run”.
Cadbury from Mondelez India defines chocolate in India. There are other brands like Amul, Ferro Rocher, Nestle, Hershey, Mars available in the country, but it’s Cadbury which has the highest TOMA ( Top Of Mind Awareness). It has slowly moved from primarily a taste-based reason and celebration, to a new symbol of romance.
Cadbury Romance
Romance and sharing are chocolate category cues. ‘How Far Will You Go For Love’ campaign launched with Valentine’s Day 2020 can be seen as an attempt to dominate or strongly associate romance with its products. As ever before the brands films remain very simple and always leave you with a smile. There is something Khas ( special) with the brand films. The subtle communication is beautifully crafted and leave you with happiness for being part of some ones expression of love. You want to the person on the screen, loving or being loved.
This simplicity and directness of a very focused incident being visually rendered for you has always been the case with Cadbury. Even if the setting was a hospital bed, conference room or even a stage.
The Cadbury Chocolates Umbrella film recently released is consistent with the brand imagery and a treat to watch. There could not have been a simpler storyline rendered simply. I am also fan of these almost devoid of dialogue communication. Everything is in the eyes, moments, gesture, expression and the smile. Possible because they involve two people in love.
A boy is on the roof of a building and is holding an umbrella. He is moving from one roof to another so that he can provide shade to his ladylove walking on the pavement below. Wow.
The choice of cast and the expressions and just brilliant. The indulgence with chocolate is a well-entrenched part of the story. You just want to the girl on that pavement or the guy on the roof. And, you know how consistent the emotion and its expression are.
It is pure magic in its simplicity and may lead to many more such expressions of love. Here love is demonstrative, conversationalist with active engagement. I am not sure, if the brand should / would /could experiment with slight elderly couple or senior couple, in which the SBI ad ‘hera kya jane tumahri umar’ is a classic.
Cadbury UGC
One can find many user-generated films around Cadbury chocolate on YouTube. Many are part of the contest. Watch Bahubali singing the Cadbury song. Kiss me, close your eyes. And another one dedicated to ever-hungry boyfriend.
Sharing Cadbury Chocolate Expression Of Love
Cadbury chocolate was always about sharing. However, in real-life sharing of Cadbury chocolate was the last thing in mind. You wanted it for yourself. And that is the beauty of pushing sharing. It is all after establishing taste superiority.
Now, will Cadbury Silk succeed in making sharing a definitive symbolic expression of love is something we will have to wait for? Chocolate is anyway big in the romance vocabulary, and the shift needs consistent efforts.
Cadbury Flashback
Whenever one talks of chocolate advertising or Cadbury chocolates in India, the fame ‘Asli Swad Zindagi ka’ cannot be missed. It has been an iconic piece of advertising for many reasons and a foundation that the brand leverages. Here is the film, just for reference.
A classic case of the client getting the creative they deserve. I think we will see many films under ‘How Far Will You Go For Love’ campaign. I hope they are as brilliant and as simple as the umbrella one. Till that time, let me bite onto a new pack of Cadbury Silk, or better still share it with the love of my life, my dear wife. And, if she asks why this sudden unexpected gesture, I can say, ‘Blame it on Cadbury’
eBay in India has launched its #LocalToGLobal campaign to encourage Indian MSMEs to expand their businesses globally. The campaign was kickstarted by highlighting ‘India Se Duniya Tak’ narrative with a series of specially curated creatives across its social media handles.
Said Pavan Ponnappa, Head – Growth Categories, Shipping & Marketing at eBay: “eBay has been at the forefront of fostering the culture of entrepreneurship in India. The #LocalToGlobal campaign aims to highlight the potential for Indian products, build awareness among Indian small and medium businesses of this opportunity and the role that the eBay marketplace can play in realizing this business opportunity. There has been a seismic shift in consumer behaviors in the wake of the COIVD 19 pandemic that is seeing growing demand for e-commerce across the globe and Indian MSMEs should capitalize on this by expanding their businesses, thus giving a much-needed push to the economy. We are glad that our marketing service provider Clevertize has been able to translate our vision into this precursor campaign and bring it alive in the most creative fashion”.
Added Sagar Nidavani, CEO, at Clevertize: “What started as a small topical idea to support #VocalforLocal translated into a beautiful extension called #LocalToGlobal. If [the] 21st century belongs to India, Export has to take the center stage. The campaign captured the imagination of the Indian sellers and got many of them to aspire to sell their products across 190 countries through eBay marketplace platforms. The campaign has reached more than 1 Million Indian Sellers already, with many of them expressing their interest to sell on eBay. This is a step towards establishing eBay as the preferred platform to export for Indian sellers”.
Footwear brand Flite has refreshed itself with a new visual identity. With actor Ranever Singh as the brand ambassador, the 15-year-old brand offers a range of footwear for men, women and children.
Hamdard Laboratories (Medicine Division has launched a new integrated marketing campaign #StrongWithHamdard emphasising boosting the immune system to stay healthy amid the Covid-19 outbreak.
Cadbury from Mondelez India defines chocolate in India. There are other brands like Amul, Ferro Rocher, Nestle, Hershey, Mars available in the country, but it’s Cadbury which has the highest TOMA ( Top Of Mind Awareness). It has slowly moved from primarily a taste-based reason and celebration, to a new symbol of romance.