Laqshya Media Group has executed an Out of Home (OOH) campaign for Santoor, the flagship brand of Wipro Consumer Care. The multilingual campaign is aimed to uplevel the brand’s reach at the grassroots level to improve the brand’s footprint nationally.
Said Prasanna Rai, CMO and Head of Ecommerce Business, Wipro Consumer Care and Lightning: “As part of the growth strategy on Santoor, we are looking at delivering tactical brand message on-ground, at scale, in sub-5 lakh population towns in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Orissa, Gujarat, and Tamil Nadu. In Laqshya, we found a partner who could seamlessly plan, source, execute and monitor our largest ever outdoor campaign in close to 150 towns across these states quickly.”
Added Amarjeet Hudda, COO of Laqshya Solutions: “It’s always our goal at Laqshya Media Group to build long-term relationships with brands who are just as passionate as we are. We’re so glad that Santoor is one of those brands, and we’re honored to empower them by delivering dynamic and contextually relevant regional content that resonates with campaign TG. Providing our clients with the best-in-class and most effective and innovative Out of Home solutions is what we’re all about.”
Axis Bank launches its new campaign to reinstate its brand’s philosophy ‘Dil Se Open’ conceptualised by Lowe Lintas Mumbai. Axis Bank in 2020 launched its ‘Dil Se Open’ brand philosophy by narrowing barriers between a customer and the bank.
Commenting on the campaign, Anoop Manohar, Chief Marketing Officer, Axis Bank said: “In 2018, while speaking to our customers and our employees, we discovered that what really differentiates Axis Bank is its ‘customer centricity’! This unique value proposition inspired our national campaign in 2020 – Dil Se Open. Following up on the earlier campaign, we have come up with a refreshing thought where we answer the question ‘What value does being Dil Se Open bring to you (our customers)?’ – the campaign is part of a humble journey where we only aspire to strengthen and deepen our emotional connection with our customers, and build on the trust enjoyed by Axis Bank, in a distinctive manner.”
Added Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas: “Over the last two years, we have seen the Dil se Open campaign being truly owned by Axis employees. We have heard so many employee stories inspired by our last campaign which in turn have inspired stories for this year’s campaign. Long may this virtuous circle continue.”
Cleartrip, the online travel company, has revealed a new brand identity and logo as a first step toward the brand’s next growth phase.
Talking about Cleartrip’s new avatar, Ayyappan. R, CEO, Cleartrip, said: ‘Cleartrip has established a niche for itself in the OTA segment over the last decade and a half. While we will continue to maintain the legacy of the brand with its intuitive product offerings and straightforward UI and UX, we are embarking on a journey to evolve along with travellers and their ever-changing needs. The travel industry has not seen innovation in the last two decades and that is something we are looking forward to changing. Our new brand entity is an extension of our intent to be an enabler to make all travel dreams a reality! We believe that we are on the right path to move the brand forward with bold moves to keep us ahead of the game.”
Beam & Words, a design and communication agency, has bagged the digital marketing mandate for homegrown vodka brand – Smoke Lab.
Commenting on the win, Arjun Guleria, Partner, Beam & Words said: “We at Beam & Words are extremely excited to represent Smoke Lab, a brand which has made its mark to be one of the finest alcohol brands in the country. We are thrilled to be able to bring our expertise to help the brand’s success further and work with a brand who is constantly reaching new heights both nationally and internationally.”
Added Varun Jain, CEO & founder of Smoke Lab: “We are glad to onboard our new partner agency Beam & Words which has built many renowned brands in the country, and we are aiming that they will bring alive the world of Smoke Lab in the digital world for us. We are looking at expanding our social media presence with great engaging content coming from b&w to enunciate brand love.”
Tata Capital, the flagship financial services company of the Tata Group, has unveiled a digital campaign that encourages investors to use the digital wealth management app- Moneyfy. The campaign has a series of 3 short films themed around the ease of making investments with Moneyfy.
Speaking about the campaign, Abonty Banerjee, Chief Digital and Marketing Officer, Tata Capital said: “Our latest campaign focuses on how investing and customization is convenient through Moneyfy with everything accessible instantaneously. Using Moneyfy is a great way for Gen Z to dip their toes into investing waters. The app provides one with all the tools they require to make an informed investment decision. We’re sure the campaign will resonate with our audience.”
Ceat Ltd, the tyre manufacturer, is the new Official Strategic Timeout Partner for the second edition of Road Safety World Series 2022 (RSWS), the international T20 cricket league featuring national and international cricketing legends.
Said Arnab Banerjee, Chief Operating Officer, CEAT Tyres Ltd: “CEAT’s mission has always been to make ‘Mobility Safer and Smarter Every day’ and at the same time, we have a long association with different formats of cricket. We are delighted to be a strategic time out partner with RSWS, wherein the nation’s beloved sport focuses on road safety in India and globally. This cricket tournament will strengthen our commitment to make Indian roads safer for pedestrians and vehicles.”
The tournament will commence on September 10, 2022, which will witness eight teams, India Legends, England Legends, Australia Legends, West Indies Legends, Sri Lanka Legends, South Africa Legends, Bangladesh Legends, and New Zealand Legends competing for the coveted trophy.
Madison Media Infinity, a unit of Madison World, has won the media AOR for Polycab India Ltd. The account was won in a multi-agency pitch involving several rounds of presentations.
On this association, Nilesh Malani, President and CMO, Polycab India Ltd., said: “We are excited to partner with Madison Media Infinity as our media AOR agency and look forward to their expertise across the media spectrum which includes media strategy, planning, buying and partnership. This association will help us in our future growth and brand building.”
Abhik Banerjee, COO, Madison Media Infinity, said “In Polycab’s endeavour to be the leading electrical solutions provider, we’re pleased to join forces. Creating amazing work along with Team Polycab will be an incredible experience for us and we look forward to working with them on this journey of growth and success.”
Cold and flu brand Vicks launched a new campaign film for its Vicks’ Two-in-one Roll-On Inhaler where Samantha Ruth Prabhu joins Vicks brand ambassador Ranveer Singh.
Said Sahil Sethi, Category Leader, Personal Healthcare, Procter and Gamble Indian Subcontinent: “In India, Inhalers have been synonymous with Vicks. We are excited to have Ranveer and Samantha come together for the very first time, to share double benefits of Vicks’ Two-in-one Roll-On Inhaler in providing relief from both – a blocked nose and headache.”
Samsung Ads India, the advertising division of Samsung Electronics and TV manufacturer, has announced three new hires across its sales and finance team, including into the newly created analytics and insights manager role.
Abhinav Dhimam joins as Analytics and Insights Manager, Sahil Nanda also joins the team as Client Solutions Manager and Bushra Ansari assumes a newly created Finance and Business Operation Manager position.
Said Prabhvir Sahmey, Senior Director India and South East Asia at Samsung Ads: “Demand for CTV in India continues to grow, and at Samsung Ads we are focused on building a team that unlocks CTV’s full potential for advertisers in India. The new additions to the team we have announced today, bring with them valuable expertise that will further our expansion, and position, in the market.”
AI Logistix, a logistics startup that aims to solve day-to-day logistics and supply chain issues, using intelligent systems and processes, has announced that it is looking at a rebranding exercise that highlights its vision, mission and motto. It will now be engaged in ‘Green deliveries with Zero Carbon emission’. Hence while the name remains the same the logo colour is now green.
According to Abdul Khadeer, Founder and CEO, Wayne W Dyer, the motivational coach said: “Change the way you look at things and the things you look at change”. As a Founder & CEO when we started AI Logistix, the idea is to bring change in logistics through our intelligent systems and thoughts we discuss in our meetings. One such meeting was with my Co-Founder Mamata Reddy was why not optimize the last mile delivery. When we used to see Zomato or Zepto or Big Basket riders working so hard to earn their livelihood through rent bikes and spending so much on Petrol, we felt like why can’t we become their partner in their growth by giving them a chance to work hard without any other worries and that’s how we have planned to become “your LAST sMILE delivery partner” with green Deliveries as it saves huge cost to the companies as well. Zomato says red outside, Green Inside… we say ” we have changed ourselves from Red to Green”
Motilal Oswal Financial Services Ltd (MOFSL) has launched a campaign to promote its new app, Research 360 – a financial market research and analysis platform.
Speaking on the film, Varun Mundra, Vice President, Brand & Product Marketing, said: “Taking our Phygital promise ahead, Research 360 takes advantage of Motilal Oswal’s expertise of 35 years in the equity market and democratises access to solid research. Through this film, we have tried to build strong awareness to why one should research before and not after investment that helps them take informed decisions that are right for them.”
On special days we see brands releasing communication celebrating the specific day. People take to social media and flood it with messages. Some are relevant and thoughtful, but most of them are a rehash of some old thought. These special days are usually around religion, region, festivals, birth and death anniversaries, historical milestones, politics, events, sports, or anything else that is topical or tactical.
In the case of certain special days, brands have the opportunity to present their point of view. For some categories, these days open a window of customisable unique advantage to relate to their wider audiences. Like Valentine’s Day for romance, love, care, and Chocolates. Father’s Day for all the relationships and cheeky messages from condom brands. Teachers’ Day for the education and coaching category.
Unfortunately, most brands fail to exploit the opportunity and end up doing lip service. The stale jokes and the repeated unexplored strategic focussed messages make no sense.
Yes, one understands but fails to accept the statement that after so many years of brands trying to explore these days, there is no new thought possible. Maybe it is true. Perhaps, all nuances around them have been explored, if not fully exploited. However, it tells us that to make a difference and impact, brands better roll up their sleeves and think deep, and even if it’s an old thought- freshen it in execution. Otherwise, the energy and resources are misdirected, and there is a colossal waste of effort and energy. It is, in fact, true about most special days.
Here is what happened with Teacher’s Day.
Navneet Education- #Trforteacher
Navneet Education wants to roll out a petition so teachers could use Tr as a prefix identifier, just like a doctor uses Dr, Engineers use Er. And so on. Not a bad idea, but not the first time. Though the execution style of ”We asked few people is so jaded, it is not impactful. Though the brand did float it across Facebook, Instagram, and Twitter with all the possible hashtags, this was one of the best efforts of the day- it is itself making an example.
Day in a teacher’s life.
Teachmint showcased what a teacher’s day looks like and what keeps them going. Presenting Teachers as the heart of schools. The brand wants everyone to join in showing love for Teachers, and, yes, again, there was this hashtag barrage- as if the brand was unsure what would really work.
CONTINUOUS LEARNING- BYJUS
The biggest online and now hybrid coaching – created the not so unexpected – learn at every stage campaign. It had decent success with huge views. A simple thought of learning being a journey with multiple pit stops but no destination. Teachers learn something new at every turn, with the flip of every page, on a cold night or a tough day. Celebrating the biggest student through it all, the one that never stops learning – a teacher. It is not the best way- but at least in sync with their brand communication. Candid Teacher, the earlier communication by Byju’s, allowed students to ask questions. It was more fun and playful- maybe with more impact- however, the treatment left much to be desired. You expect a brand like Byju’s to do far better.
CLASS PLUS
In 2020, during the [andemic, Class Plus celebrating teachers’ efforts was a friendly communication- topical and relevant. How teachers shifted to online, sharing their wisdom and knowledge. And slowly inserted the message that they have helped more than 1 Lakh+ teachers to grow during the lockdown. #EmpoweringTeachers to grow. Earlier, Class Plus had also communicated about the hard work teachers put in. The sweetness they bring, the care they undertake and the conduct they display. This and more define how kids learn to view the world in their own right. They really make the world a better place to learn. Unfortunately, another good idea could have been far better executed.
FILTER COFFEE TEACHERS
Better in all this seriousness is the cheeky Filter Coffee communication- types of teachers you can relate to. There is fun and sincerity; the episode reminds you of some teachers and expands the audience range.
OTHERS BRANDS
Then other brands tried to take advantage and, according to their efforts and resource, hugely mismanaged the show. For example, Orchid International trying to communicate that Teaching is the profession that teaches all the other professions. Orchids wishes happy teachers’ day. Or the learnapp rehashing the ever-safe formula of teachers moulding the students. And Himalaya Baby Care with many views trying to exploit the overhyped and most basic thought of parents as a teacher. Extramarks, the leading teaching app for K-12, promotes its functionality. And even Bandhan Bank went into drive telling us we have teachers all over and the opportunity to learn. Maybe a wasted opportunity or a non-strategic move. And if you have to watch- do watch this from Naya Educator– very apt work on teachers’ day. It is functional, relevant and a tribute too.
NET-NET
Special days allow the brands an opportunity- to define or strengthen their relationship with the stakeholders in their ecosystem. However, to exploit the possibilities, brands need to believe in the strategic importance of the special days and not treat it as another item to be ticked.
It is advisable for a brand to not waste time and resources on some poorly executed, half-baked communication.
Indian culture and mythology are full of Guru Shishya parampara. There are rich anecdotes that the brands can use if they are willing to deep dive and really believe in the strategic importance of special days. Unfortunately, one has hardly seen any brand use this rich heritage.
CHALTE-CHALTE
Here is an ad from Raymond’s that seemed to me as one of the best functional synergistic Teacher’s Day ad.
Laqshya Media Group has executed an Out of Home (OOH) campaign for Santoor, the flagship brand of Wipro Consumer Care. The multilingual campaign is aimed to uplevel the brand’s reach at the grassroots level to improve the brand’s footprint nationally.
On special days we see brands releasing communication celebrating the specific day. People take to social media and flood it with messages. Some are relevant and thoughtful, but most of them are a rehash of some old thought. These special days are usually around religion, region, festivals, birth and death anniversaries, historical milestones, politics, events, sports, or anything else that is topical or tactical.