Dollar Industries has launched its latest brand campaign to promote Athleisurewear. The campaign has been conceptualised by Lowe Lintas, Kolkata. As Principal Sponsors of the Rajasthan Royals team for this edition of IPL, Dollar has partnered with five cricketing idols – Sanju Samson, Trent Boult, Shimron Hetmyer, Devdutt Padikkal & Riyan Parag of the Rajasthan Royals team to push forward the fashion quotient and strike a chord with the GenZ audience.
Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “With majority of business meetings taking place in front of a notebook at home – casual leggings, sweatpants and loungewear have quickly become inherent pieces of our personal and professional wardrobes. This has naturally prompted us to launch an entire range of Athleisure wear – Tank Tops, Crew Necks, Henleys, Polos, Sweatshirts, Jackets, Hoodies, Bermudas, Capris, Track Pants, Joggers and Socks – which perfectly marries our young consumer’s desire for comfortable yet trendy and versatile clothing options which they can wear at multiple events and locations, from work to gym classes to lunch dates.”
Pitchfork Partners Strategic Consulting has launched a specialised talent engagement practice. The practice promises to hone client capabilities to effectively communicate, build and retain trust among existing and potential talent.
Through the practice, Pitchfork Partners will offer consulting services to develop talent engagement, both internally and externally, create recruitment and retention campaigns, internal communique, as well as tactical actions meant to support the company’s overall talent objectives. It is, notes a communique, already consulting on this front with leading brands across auto, manufacturing, technology and global capabilities centres (GCCs) for their internal and external communication as well as talent engagement initiatives.
Said Pannkajj D Desai, Chief Operating Officer, Pitchfork Partners Strategic Consulting: “Finding and retaining the right talent is not always easy and remains a primary concern for many organisations. While traditional motivations such as pay scales and benefits are important, the current workforce seeks inclusive and impactful experiences at the workplace too. A winning strategy to make one’s firm attractive to potential and current employees is what will determine whether the employer will be successful or not.”
DBS Bank India unveiled its latest ‘One DBS’ brand campaign that captures the new benefits to customers from the expanded branch network across the country, with banking solutions for both individuals and businesses. Leo Burnett was the agency leading the film production and conceptualisation of the campaign.
Said Mayuresh Dubhashi, Group Executive Creative Director, Leo Burnett. “DBS is a very different kind of bank that stands out in its approach to reimagining banking. Our film does a great job of illustrating the benefits from the bank’s impressive scale as ‘One DBS’. From an expanded presence in over 500 branches to being recognized as Asia’s safest bank for 14 years in a row, to being a trusted partner for small and big businesses; it’s truly a story of a bank that has a whole lot to offer, that lets you live more. A story told the DBS way.”
Elaborating on the campaign, Shoma Narayanan, Managing Director – Group Strategic Marketing & Communications at DBS Bank India, added: “We are thrilled to announce the launch of our latest brand campaign that builds on the differentiator of our “phy-gital” offering. DBS occupies a unique space in the Indian market and is the largest foreign bank in India by branch presence. Our new campaign underscores how we can bring together the best of both our global expertise and wide, local network to leverage our enhanced scale and create the best customer experience. As a purpose-driven bank, DBS is now uniquely positioned to harness our deep, regional insights and digital proficiency to deliver exceptional value to not only individuals and businesses across the country, but also to the community at large.”
Beverage brand Mountain Dew has unveiled a new music video with Punjabi singer and youth icon, Guru Randhawa. The video celebrates the indomitable spirit of Punjabis, an extension of Mountain Dew’s mantra of ‘Darr Ke Aage Jeet Hai’. The campaign has been conceptualised by Leo Burnett.
Speaking on the anthem, Vineet Sharma, Category Director, Mountain Dew, PepsiCo India said: “Mountain Dew has always inspired youth to conquer their fears with courage, and win! Punjab and Punjabis have always been known for their bravery and courage. With the new anthem, we salute the land of Punjab and the people of Punjab for their courage. We are thrilled to have Guru Randhawa as the voice, Sneha Khanwalkar as the music director and Irshad Kamil as the lyricist for bringing alive this song of courage of Punjab. Nooran Sisters and Lazer X contributed towards the anthem. We hope that this song will inspire the youth of Punjab to believe in themselves, and conquer with courage, soaring higher than ever before!”
Added Mayuresh Dubhashi, Group Executive Creative Director, Leo Burnett: “As Punjab is known as the land of the bravehearts and Mountain Dew is synonymous with courage, creating an anthem that integrates both, was an exciting brief to work on. We are proud to have brought it to life with this gripping anthem and it’s been amazing to work on such a powerful campaign that takes the brand proposition to the next level.
Parle, the leading manufacturer of biscuits and confectionery, has announced the launch of a new campaign for its sweet biscuit brand, Hide & Seek. The commercial was conceptualised by DDB Mudra.
Commenting on the campaign, Mayank, Senior Category Head at Parle Products, said, “As we continue to expand our reach in the international markets, we remain dedicated to providing the Indian consumers with premium products that offer great taste. Hide & Seek has been our flagship brand in the premium sweet cookies segment and we are thrilled to introduce this new campaign to our audience. We believe that the ‘Start your story with Hide & Seek’ campaign will help strengthen the brand’s position in the market and reinforce our commitment to delivering the best chocolate experience to our consumers.”
Added Rahul Mathew, Chief Creative Officer at DDB Mudra Group: “Hide & Seek cookies have been synonymous with the best chocolate experience in the sweet cookie segment for years. Our aim with this campaign is to remind our target audience to not hide from the one they seek. The film portrays this message in a charming, lively, and enjoyable way.”
Reliance Jewels- Scarecrow M&C Saatchi – consistency in communication
The brand building says that once a brand finds its unique appeal and develops a unique or easily associated and recognisable communication style, it should be consistent. And, if possible, frequently surprise the audience with a different interpretation of the same, evolving with the consumers’ needs and changing ecosystem. Ariel – Share the Load is a case in point. The brand concept has evolved with time, retaining the basic parameters and testing the coordinated repeatedly. It has been consistent, and the thought is strongly associated with the brand. Ariel’s latest communication remains rooted in the thought and has moved from being asked to share the load to an expression of new coordinates of self-realisation. Make My Trip, Frooti, and Dream11 are some other brands consistent with their communication approach and language. Another brand that has been hugely consistent with its approach and communication style has been Reliance Jewels, and Scarecrow M&C Saatchi has been creating some unique communication language for them.
Reliance Jewel Akshaya Tritiya
In the recent Akshaya Tritiya communication, the brand captured the more than 1000 years old history of Thanjavur’s art & architecture. Thanjavur – a mystical Kingdom and the cultural capital of spellbinding art and Dravidian architecture. Watch the Tamil version here.
This is not the first time the jewel brand ( Reliance ) and the agency has based the collection and the communication on Indian traditions, culture, dance forms and heritage.
A note from the agency updates that the inspiration behind Thanjavur is its intricately carved stones of the temples, the excellent craftsmanship of Poompuhar ships, the artistic traditions of Bommai Dolls, and the vibrant interiors of Thanjavur Darbar Hall. The reliance Jewels Akshaya Tritiya Thanjavur collection reflects and pays tribute to nuances of this craftsmanship from the artisans of Thanjavur. The film is a result of a deep study of the history and conversations with experts in different fields.
Music in the film is an essential element and captures the flavours of Thanjavur. The song is written in Gambheera Nattai raga and pays tribute to the ancient temples. The Hindi version of the song is written by Manish Bhatt. The film is long at 207 seconds, capturing the musical journey of two young girls; a dance choreographer and her friend. However, Manish Bhatt, Founder Director Scarecrow M&C Saatchi, believes that capturing the 1000 years of history in this short duration is an achievement. The Thanjavur typeface was also created to complement the collection and the traditional craft.
The brand- Reliance Jewel’s thematic jewellery collections are an ode to the country’s diverse culture and are appreciated by customers. This is, in a way, season 7.0 of such a thematic collection.
Reliance Thematic Collection Communication.
Every year Scarecrow M&C Saatchi with the client, creates a 2 to 5-minute long music-song song-led film based on the culture/art/ history that has inspired the Jewellery Collection.
Here are some of the films/
UTKALA – collection inspired by Odisha’s Ancient Art Heritage.
KAASYAM – collection inspired by Beauty & Divinity of Banaras
RANNKAAR collection Inspired by Rann of Kutch. And here is the behind the scene for the campaign.
MAHALAYA collection inspired by the Tribal, Ancient & Royal Heritage of Maharashtra.
Net Net.
Indian culture, heritage, design, and craft have so much to inspire creativity in jewellery design. I am biased toward such an approach to thematic collection and communication. By being consistent with the thematic collections and communication style, the brand is creating a niche for itself.
Lay’s potato chips has roped in actor Saif Ali Khan as brand ambassador for its premium range slow-cooked kettle chips Lay’s Gourmet. A TVC showcasing Lay’s Gourmet chips as a flavour of the actor’s fine taste has been unveiled. He will continue to be a pivotal part of all future Lay’s Gourmet campaigns.
Said Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India: “We are thrilled to welcome Saif once again as a member of the Lay’s family, this time as the face of our range of slow-cooked premium kettle chips, Lay’s Gourmet. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet. Our new TV commercial seamlessly establishes this correlation as it gives a sneak peek into what actually defines Saif as the connoisseur of finer things. We’re confident that our fans will embrace him as the face of Lay’s Gourmet, just like they’ve been savouring the well-deserved experience and rich taste of these delightful chips.”
Added Rajdeepak Das, CEO & Chief Creative Officer, South Asia, Leo Burnett: “When we think of royalty, we often associate it with opulence and grandeur. However, true royalty is characterized by a focus on quality and perfection, which is precisely what makes Lay’s Gourmet stand out. Crafted from fine ingredients, each chip is a testament to the pursuit of the best flavour and experience. And who better than the Nawab of Pataudi himself, Saif Ali Khan, who embodies the spirit of quality and sophistication, to bring alive the experience of Lays Gourmet.”
The PepsiCo Foundation, the philanthropic arm of PepsiCo, PepsiCo R&D team and brand Quaker launched ‘Bowl of Growth’ a special nutrition focused programmed in partnership with NGO Mamta HIMC in Pune to provide 1,000 children aged three to five years with wholesome nourishment each day. The interventions under the Bowl of Growth programme are designed with focus on three key pillars – Nutrition, Awareness, and Education.
Said Dr Pietro Antonio Tataranni, MD, Chief Medical Officer and Senior Vice President, R&D Life Sciences, PepsiCo: “Through our pep+ (PepsiCo Positive) commitment, we are focused on providing positive choices that are better for people and for our planet. The ‘Bowl of Growth’ program is an important step in our efforts with Quaker to support underserved communities in India through education and awareness of the issue of malnutrition, along with the importance of millet and other critical nutrients in a child’s diet.”
For years, surrogate advertising has been the bane of the Indian communication industry. First it was cigarettes and alcohol and now for the last few years it’s been pan masala.
More than a year ago, Amitabh Bachchan had raised the hackles of many when the septuagenarian appeared in an ad for Kamla Pasand along with Ranveer Singh. The actor, who once was the darling of the masses, took quite a beating on social media when he first defended his action saying that the ad was part of the entertainment business which provides employment to many people.
When he was mercilessly trolled on social media and when a national anti-tobacco agency requested him to refrain from endorsing tobacco products, the actor put on a big act.
He grandly announced that he is terminating his contract with the company, returning their money and also said that he did not know that the silver coated elaichi, which was the product shown in the ad, was part of surrogate advertising. Ha!
Read that again. He said that he did not know that he was part of a surrogate ad. Mr. Bachchan wanted us to believe that his lawyers and his advisors were so unaware that they had no idea of this malaise called surrogate advertising. His naivety was an act for the ages.
The campaign had broken out in September 2021 and in October, on his birthday, Mr Bachchan had made the grand announcement.
But the ads continued. When another round of protests hit social media, Mr. Bachchan’s office released a statement in mid-November saying that they have sent a legal notice to Kamala Pasand, to stop broadcasting the TV commercials with Mr Bachchan immediately, as it was noticed that despite termination of the endorsement agreement ‘ Kamala Pasand ‘ has ignored the same and is seen to continue airing the TV commercials.
The result: Nothing. Zilch. Nada. No change. Social media got tired, bored, disillusioned of this tamasha and moved on. And the ad continued to be aired. Another version of it was also released. Right through 2022, all major cricket events unleashed the campaign. It went on even in 2023. Till almost the half-way stage of IPL.
After more than one-and-a-half year of endorsing a surrogate tobacco product, a time when other pan masala brands, no doubt emboldened by the free run that Kamla Pasand had, and featured celebrities like Akshay Kumar, Shah Rukh Khan, Ajay Devgan, Salman Khan; Mr. Bachchan, seemed to have finally persuaded the brand to remove its ad. No, that should read as, the ad was withdrawn after maybe it had run the course of its contract.
But the legacy of endorsing a surrogate brand continued. And the culprit this time is another septuagenarian cricketing legend along with a dashing cricketer who has a school in his name.
Ladies and Gentlemen, let me introduce Shri Sunil Gavaskar, ex-cricketing legend, ex-Sheriff of Mumbai, Padma Bhushan recipient, Arjuna Award-winner, ICC cricket Hall of Fame member as the latest entrant to the tobacco surrogate celebrity endorser Hall of Shame.
And he is keeping illustrious company. Shri Virendra Sehwag is a cricketer who changed Test cricket with his fearless approach to the game. And now his fearless approach is to endorse a surrogate for Pan Masala. Not fearing that it will influence many people into believing the veracity of pan masala. A Padma Shri recipient, Wisden Cricketer of the year and ICC Test player of the year, Shri Sehwag has also started Sehwag International School in Haryana on a piece of land gifted by the Haryana government. Undoubtedly, he will be a role model for the schoolchildren to consume pan masala.
It’s really shocking that neither the government, nor the advertising bodies and nor the celebrities themselves have an iota of responsibility to clean up this mess.
Why are the anti-tobacco advertising laws full of loopholes for the manufacturers to exploit? Or, if there are no loopholes, then why no action is being taken against the offending brands.
ASCI is a self-regulatory body of the advertising industry. Its rules and regulations are so warped that it is an impotent body which moves to takes action against advertisers after the deed is done. It waits for complaints and it has no legal leg to impose a punishment. It hopes for advertisers to be good boys/girls and accept the punishment, which incidentally cannot be a fine or a criminal complaint or any legal action. After all, the advertisers themselves fund ASCI. So this is a case of the accused having their own kin sitting on judgment?
Whereas the likes of Messrs Gavaskar and Sehwag are joining in the fun. After all if a Mr Bachchan can earn a few crores, why not them?
For the media companies, this is the easiest way to recover the millions they have put not their bids. At a time when inflation is high, global recession looms, a category like pan masala which always fears a blanket ban, is welcomed with open arms and big deals.
The curse of tobacco be damned.
The curse of a generation being influenced be damned.
The curse of lingering health issue be damned.
The curse of making an unhealthy product seem fashionable be damned.
And of course the legacy of the celebrities will not be damned.
All the above culprits, specially the celebrities deserve a kick on their backside. Because if a celebrity cannot care for the very people who made him a celebrity, if a celebrity will sell his soul for making his bank balance heftier and if a celebrity will doom a generation just because he thinks he can get away with anything then a kick in the backside delivered by millions of his fan in the form of a boycott may just make him see sense.
The boycott has been used as an effective tool in the past for political and religious reasons. For once, if we are ready to use this tool for a healthier society, then it will truly reflect the spirit of what the father of our nation meant when he introduced boycott as a weapon. Not just a tool but a weapon.
Let us boycott the channels which use these cricketers as commentators. Let us boycott the films which all the above film celebrities act in. Let parents boycott the school or whatever institutions or brands these celebrities endorse. Let’s boycott the shows which invite these celebrities.
Because if we do not boycott them today, tomorrow a few more will endorse an unhealthy product. And the cycle will continue.
So, stop waiting for the government or ASCI or anyone else to do anything. Just boycott anything and anyone which is associated with surrogate advertising.
And do not expect me to post a link of the ad. I refuse to use it to make a point too. Boycott the ad on you tube. If a friend forwards it, stop it from being forwarded or boycott him.
Make boycott the buzzword to fight surrogate advertising. To kick a few butts.
Vikas Mehta is a senior marketing strategy consultant and educator based in Dehradun. He writes on MxMIndia every other week, and sometimes more often. His views here are personal.
Timex India has launched a campaign in association with IPL team Gujarat Titans.
Speaking on this association, Deepak Chhabra, Managing Director Timex Group India said: “We are thrilled to unveil our latest campaign, ‘Timex – Choice of The Titans,’ in association with Gujarat Titans. Looking at the team’s thrilling performance on ground, we are even more stoked about the success of the campaign among our fans and followers. We look forward to this collaboration with Gujarat Titans and an action-packed season ahead. Timex has a long-standing reputation as a trusted timekeeper, and the Gujarat Titans epitomizes excellence in cricket. We are geared up to increase our consumer base countrywide through this association.”
Furlenco, the furniture and lifestyle brand, unveiled its new brand identity. In its new avatar, Furlenco has expanded its services to offer customers more options to access furniture by allowing them to rent, purchase new or refurbished furniture, and even sell it back when they no longer need it.
Said Nitesh Mohandas, Chief Business Officer of Furlenco: “Always moving fast and first, Furlenco has created furniture with innovative designs and trendy aesthetics. The first to build the rental category, we are now poised to further disrupt the furniture market by providing people with a bouquet of services to rent, buy new or refurbished items and sell back. Besides expanding our product and service offerings, we are taking a nuanced approach by helping customers view furniture as core building blocks in creating their dream homes. Naturally, we are thrilled to announce our rebranding to provide customers with more services than before. Since customer empathy constitutes the cornerstone of all our endeavours, we will continue working towards making Furlenco 2.0 a truly customer-friendly platform.”
Sotheby’s International Realty announced the launch of its new advertising campaign, “Nothing Compares to What’s Next,” at the Global Networking Event held in Las Vegas.
Said Amit Goyal, Managing Director of India Sotheby’s International Realty,:“’Nothing Compares to What’s Next’ campaign showcases our commitment to providing exceptional attention to style and detail. By partnering with our industry-leading agents, clients can confidently curate a vision for their next place or next stage of life, and our team will expertly guide them to make it a reality.”
By Sanjeev Kotnala
It’s time to kick a few butts.