PGIM India Mutual Fund has rolled out its latest digital campaign #SaveTaxCreateWealth with a set of two films to drive investor awareness and the adoption of ELSS Mutual Fund amongst Indian Millennials. Conceptualised by FCB Interface, the film urges youngsters to choose a facility that allows them to save tax and hence maximise their take-home income and several other benefits.
Said Sakshi Dalela, Head-Marketing and Communications, PGIM India Mutual Fund: “While most promotional imagery for mutual funds seems to target slightly older population, syndicated research has consistently shown a growing appetite for exploring investment options among the 23-35 years age group. We are creating products and investor education around this insight to make mutual fund investment an exciting and relatable option to this new category of investors.”
Heads Up For Tails, an omni-channel pet care brand, completes 14 years and to celebrate it, it has the launched a brand film campaign #HUFTTurns14.
Speaking about the campaign, Samriddh Dasgupta, Chief Marketing Officer, Heads Up For Tails said: “From one product to now serving millions of households and being India’s largest pet care brand, Heads Up For Tails has come a long way in the past 14 years. With #HUFTTurns14, our objective is to celebrate all our milestones and the impact the brand has created on the lives of pets and pet parents. With this aim in mind, we have dedicated our birthday month to share our innovations, growth, and celebrate the community we serve. This is our way of thanking those who have supported us in this journey. We also wish to recognize the people who work in the field of pet care and champion their efforts.”
Meera, the iconic hair care brand from the house of FMCG major CavinKare, announced the digital launch of Meera Music. An initiative by the brand, the property aims to bring the younger generations closer to traditional music through Carnatic Fusion (and hence to the brand).
Commenting on the launch, Raja Varatharaju, Business Head – Personal Care said: “We are delighted to launch Meera Music, as a part of its 30 years celebrations. Meera as a brand has always believed in Goodness of Tradition and offers them to the modern day consumers in a modern format. Meera Music brings the goodness of traditional music to today’s younger generation. We believe this will take the engagement with our consumers to the next level.”
ICICI Prudential Mutual Fund has launched an exchange-traded fund (ETF) investor education program – ‘Ab Stocks Main Invest Karna ETF Hai… Matlab Easy Hai’.
Said Abhijit Shah, Head- Marketing, Digital & Customer Experience, ICICI Prudential AMC: “Our campaign, ETF Hai. Easy Hai., aims to educate investors about how ETF is a very simple way to invest in the stock market and how with ETFs, investors can aim to grow wealth through exposure to entire stock markets or specific segments of the market.”
Neobanking platform Stashfin has released its latest brand video, featuring the all-in-one card. The film is conceptualised by Havas Worldwide India (Creative).
Said Shruti Aggarwal, Co-founder, Stashfin: “At Stashfin, we’ve always put our customers first, and we’re constantly exploring ways to provide unique and relevant services for them, leading to greater financial freedom and inclusion. For our all-in-one brand video, we wanted to integrate our ethos of ‘nobody should be credit-starved’, in an easy, relatable format. I’m glad we could work with Havas Worldwide India (Creative). This has been an extremely fruitful experience.”
Added Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India: “It’s been really exciting to partner with Stashfin for their brand video. We’ve worked with dozens of clients in India and globally, and I am impressed with Stashfin’s agility in the fintech space. It’s not every day that one gets to participate in a project that will be impactful, or decide the positioning of a product. Fintech is often perceived as a boring space, perhaps even one that is tough to grasp. We wanted to dispel that perception, and comedy was the best way to do that. The all-in-one brand video communicates the brand proposition and product features in the most meaningful and engaging way possible. I am sure customers across segments will enjoy this communication piece, which will drive the preference for brand Stashfin.”
Ather Energy, the electric vehicle company, has rolled out a new digital campaign, ‘Kali Ini Electric’, to celebrate its partnership with Kerala Blaster FC for the 7th season of the Indian Super League (ISL). Through this campaign, Ather Energy aims to build recognition for their electric scooters in Kerala and establish a seamless connection between their flagship product – the Ather 450X – and the people of Kerala.
Notes a communique: “The campaign played on the inherent love and passion the people of Kerala have for football and for their favourite sports teams. The campaign used a background voice-over in the style of the famed Malayalam commentator Shaiju Damodaran to showcase the beauty of an electric game – on the football pitch and while riding the Ather 450X electric scooter. The Ather 450X has seen a resounding response from consumers in Kerala, which is an important market for Ather Energy.”
The campaign is conceptualised and executed by Stark Communications.
HDFC Life has launched a campaign #AdhuraNahiPuraInsurance to encourage individuals calculate their ideal life cover with the help of the Human Life Value Calculator (HLV) in collaboration with their financial and life goals. The campaign comprises a series of three films featuring actor Pratik Gandhi.
Speaking on the campaign, Vishal Subharwal, Head – Marketing, Digital Business, and E-commerce, HDFC Life said: “India has a large population that is either uninsured or underinsured, leading to a high protection gap. With an increase in the young working population there is a greater need for life insurance to secure the breadwinner in the family. Further, the pandemic has enhanced the need for a financial safety net. Human Life Value calculation should ideally be the first step while purchasing life insurance. It ensures that the cover is adequate and fulfils the purpose of the policy. Through this campaign, we aim to create greater awareness of the need for adequate life insurance cover. The films are short, simple, and convey the message effectively. We hope to reach out to a larger audience and enable them to secure their future financially.”
Chai Garam Chai. Tea is my favourite hot drink. It rejuvenates and recharges. It helps you stay awake and it comes in all possible formats. So much so that you can often define how you want your tea. It can be strong- in truckers’ language – 100 KM tea- or the silver service tea with a touch of milk. You could have it with sugar, sugar-free, with Jaggery, salt or even butter. There is Tapri-waali chai people swear by and some prefer the cutting khullad tea at the station. Everyone has their own favourites. And while we are at chai- let me suggest you read the Khyaalon Ki Tapri , a collection of poetry by Meraj Hasan ‘Meem’ best enjoyed over a cup of cutting chai.
I love a well-made tea; however, I have toned down my consumption with age. My weakness for tea is well known among friends and relatives. but the whole family knows my weakness for tea. I love strong tea, where the tea leaves have been allowed to boil for some time in the water that has mashed Ginger pieces. In the last three decades, I moved from Taj to Bagh Bakri to Brooke Bond Red Label and settled for Society Masala tea. Each has its own taste.
The tea category in past has done some great advertising that I can watch repeatedly. All about awakening the body-mind and soul, initiation or re-building of relationships and more.
However, I was a bit surprised at the lack of advertising by tea brands during this election. Even though the election states are major tea consuming markets.
Were the brands playing safe? Not that I am aware of some ground-level activation.
I see Anoop Nautiyal and Abhilash Khandekar lamenting on Twitter about the low voting percentage in my native state- Uttarakhand. And, I think that tea brands have missed an opportunity there.
My respect for tea brand advertising started from the Lipton Tiger tea time– the kadakchai– and the tiger in the woods. At that time, I did not know how ads were filmed, and this one was as kadak (macho) as a tea brand could get.
Tata Tea The True Awakening.
Tata Tea took on elections and corruption in a big way. One of the few commercials that one can watch again and again. And the best part, they still make sense and are relevant to the situation.
The one ad was about the voter asking the candidate for his qualification- and the brand suggesting ‘subah Utho Nahi Jago’ left its mark. Then the brand took the subject to a new situation like the Airport, where ‘Yeh mahashay Nahi jaantey yeh Kaun hai’ brought a smile to the faces of the audience, appreciating the thought.
And I do think that some of us could have, if possible, shared this SOOCH BADLO ad by the brand in this election. If not the tea brand, the state of Uttarakhand does need such communication. It could have helped awaken the sleeping voters.
https://youtu.be/vuH3a1QAIek
Abhi Alarm Baja Nahi Hai ad by Tata Tea openly challenged and took the subject head-on. The national situation at that time provided a perfect context for the call for action. However, one must say that nothing has really changed, and the ad still remains relevant for the category, contextually and conceptually.
And, of course, the brand’s simple response to the Chai-paani call was equally relevant. I am not sure how much the situation has changed in this context. However, if I am to believe what I read and hear. In that case, Chai Paani is still in the system, and the communication is relevant.
BROOKE BOND- BONDING TOGETHER
Brooke Bond has been a brand that took on the idea of reconciliation and fair judgement, ethical values and awakening of a different type. The Brooke Bond Prejudice ad was one such example.
Brooke Bond did the Father and Son Khumb ad a few years back. It was a simple storyline with much simpler non-intrusive product brand integration that touched you emotionally.
Brooke Bond took the ‘Swaad Apnepan ka’ to a new level of acceptance of live-in couples. A subject that was still much taboo at that time.
Brooke Bond Red label extended the game of these relationships with their secularism ad- between neighbours from a different community. The resistance, the hesitation and the final tipping were well captured. And then they another ad along similar lines of two friends with varying restrictions of communities- ‘Swaad Apnepan ka- Maa Ko Sorry Bol Dungs’.
Wagh Bakri Relationship
Wagh Bakri tea took on husband-wife relationships to a new level of explanation and adjustments. Both the ads are well made for their time, and well, even at the cost of repeating myself – they are still relevant.
Wagh Bakri also had a series of three films – Doosto Waali Chai, Sister Waali Chai and Papa Waali chai. Each picking on one relationship and linking it to the collective sharing of tea. There was also one National integration film– with tea as the link- but it was too soft for kadak tea lovers.
Not everyone’s cup of tea.
Yes, I miss this contextually purpose-led communication by the brands. Can these not be redesigned and calibrated? Why do brands move out of such excellent associations? Must every proposition be killed after some time? Does it compulsorily become stale? Or do we creatively fail to inject the newly evolved context to deliver equally impactful communication?
The above three brands are examples of finding a nice space- which is relevant and strongly associated with the category- and then they seem to have moved on.
Future Generali India Insurance Company Limited (FGII) has recently appointed Mullen Lintas (agency) as its communication partner for its creative and social media mandate. The agency will handle full-service responsibilities of FGII, including its communication strategy, with a special focus on digital. The appointment of Mullen Lintas is an outcome of a multi-agency pitch.
Speaking about the new partnership, Ruchika Varma, Chief Marketing Officer, Future Generali India Insurance Company Limited, said: “As a brand, whose purpose is to be a lifetime partner for the customers and lead with empathy, human-touch, and innovation, we remain heavily invested in not just understanding our customers’ evolving needs from close quarters but also in being at the forefront of launching disruptive and clutter breaking communication, that helps strike a chord with our customers. Our efforts, over the last few years, towards bringing wider acceptance to conversations around mental health in India, is a case in point.”
Commenting on the creative win, Hari Krishnan, CEO, Mullen Lintas added: “Insurance is a highly regulated category and, therefore, new products & innovations are somewhat infrequent. However, Future Generali has been disrupting the category with great product and service level innovations and, hence, to partner such a brand, is an exciting challenge for all of us. We look forward to re-defining category codes and changing the way consumers evaluate general insurance products. What’s even more satisfying is that this is a win for our integrated, hyper-bundled approach, wherein we will collaborate with our social and advocacy agency, Lintas Live, in this journey, to take the Future Generali brand journey forward.”
Meesho, internet commerce platform, has launched a new campaign to encourage MSMEs to digitise their business. ‘India bhar pe chayega’ highlights how sellers can grow their business with Meesho. The TVC features prominent actors such as Deven Bhojani and Nitesh Pandey. The new ad campaign targets audiences in metro as well as Tier 2+ markets.
Said Laksminarayan Swaminathan, CXO, Supply Growth at Meesho: “Meesho’s latest campaign, ‘India bhar pe chayega’ highlights how sellers can grow their businesses with Meesho. Traditionally, businesses are limited by their geographical reach. With the help of digitisation and reach provided by ecommerce, businesses can cater to customers’ needs anywhere and at any time. We want to encourage independent business owners of small to mid-sized stores, shops and other retail establishments to digitise their business.”
5W1H, a newly launched marketing and advertising agency by Kunal Luhar and Aakash Chatterjee, has won the digital and social media marketing mandate of Eduvanz Financing, a digital fintech and an RBI registered non-banking finance company (NBFC).
Commenting on the association, Varun Chopra, CEO and Co-founder, Eduvanz Financing said: “The digital ecosystem is vast and continuously evolving and hence it becomes essential to adapt to the changes accordingly to remain relevant to our audience. We are pleased to partner with 5W1H in the next phase of our growth. We are excited to create fresh and enhancing experiences and content for our audience.”
Added Luhar: “We are humbled by the trust that Eduvanz Financing has put on us. We are looking forward to providing brand solutions and driving their social media strategy. Our team at 5W1H will ensure a customer-centric approach that will help them win, retain and engage with their customers.”
To all those who thought that dimple-cheeked Shah Rukh Khan Thums Up can never really be looked as an action hero, Thums Up (and agency Ogilvy) have got the actor perform stunts on the top of a train. And more.
Commenting on the new campaign Sumeli Chatterjee, Head – Integrated Marketing Experiences (IMX), Coca-Cola India & Southwest Asia said: “Thums Up is a 45-year young brand that has always inspired millions to stay committed to their dreams. When we launched #PalatDe last year, the upside-down bottle of Thums Up became symbolic of the #PalatDe spirit – turning down every naysayer who cast a doubt on your ability. Building on this platform, we are thrilled to team up with Mr. Shah Rukh Khan to tell the story of the #ThumsUpStrong spirit. The strong unique taste of the brand is naturally weaved into strength as an emotion, that urges the drinkers to stay strong and believe in their dreams.”
Btw, Salman Khan endorses Pepsi. The Khans aren’t foes, but the colas don’t have any love for each other.
By Sanjeev Kotnala