Tata Consumer Product launches a new campaign for Tata Sampann Yumside’s range of ready-to-eat and ready-to-cook products. The campaign “Aap Prem se khaiye, Duniya rukegi” is more than just a celebration of the new range. It is an invitation to savour the joy of eating, and to embrace the happiness that comes with every delicious meal.
Commenting on the launch of the new campaign, Deepika Bhan, President – Packaged Foods, Tata Consumer Products, said, “At Tata Consumer Products, we understand the needs of our consumers for convenient meal options that do not compromise on taste or quality. With Tata Sampann Yumside, we are proud to offer an innovative range of delicious and easy-to-prepare meals for those who seek convenience. Our new campaign ‘Aap Prem se khaiye, Duniya rukegi’ encourages everyone to cherish the happiness that comes with every delicious meal and take a moment to enjoy their food, no matter how busy, or in the case of the film adventurous their day may be- indicating that the world can wait! Tata Sampann Yumside represents a significant opportunity for Indian consumers who are seeking convenient and tasty meal solutions. The Yumside range complements our core portfolio of offerings in the foods category and opens up newer opportunities in this fast-growing segment. We are confident that the Tata Sampann brand will help amplify the differentiation and quality credentials of the products. This will help us synergize the foods portfolio better and take the new TATA Sampann Yumside range to the next level of growth, strengthening our presence in the RTE and RTC categories.”
Techno Paints appoints film actor Mahesh Babu as its brand ambassador for two years. It will go for massive national retail expansion.
Said Akuri Srinivas Reddy, Founder of Fortune Group which owns Techno Paints brand: “For the past 22 years, we have been successful in offering quality paints and quality painting services to business to business (B2B) segment. We executed over 1,000 projects in Andhra Pradesh, Telangana and rest of the country. Prince Mahesh Babu’s image as youth icon will help our company to expand. We are extremely confident of establishing ourselves in the Indian retail paints market.”
Haldiram’s launches its new campaign to promote their Ready-to-Eat (RTE) food packets.
As part of the campaign, Haldiram’s aims to provide Indians with a healthy range of RTE food options, including popular curries like Dal Makhani, delightful combos like Rajma & Rice, and convenient instant cups like Poha and Upma, among others.
Divya Batra, Head of Marketing at Haldiram’s said: “Haldiram’s is an integral part of every household, serving as a staple brand for dry snacks and instant foods. Understanding the emotional connection that the Indian masses share with Haldiram’s on every occasion, we wanted to ensure that they never miss out on our astounding flavours, even when they are away from home. That’s why we encourage them to carry their favorite RTE foods from Haldiram’s by simply asking them, ‘Haldiram’s Pack Kiya Kya?’”
Photo source: Tweet by Neeraj Ghaywan (@ghaywan) at https://twitter.com/ghaywan/status/1666667224273403908?s=20
By Hamsini Shivakumar & Prabhjot Singh Gambhir
Hamsini ShivakumarPrabhjot Singh Gambhir
Zomato’s recent campaign aimed to raise awareness about recycling waste on World Environment Day. However, the use of the character ‘Kachra’ from the movie Lagaan inadvertently reinforced stereotypes and perpetuates the devaluation of people from a specific class. Although the brand intended to employ wordplay in the video, the end-result appears culturally out of sync. The humour in the video appears to be mocking the already marginalised rather than challenging those in positions of power. The video received a lot of backlash on social media, which eventually led to Zomato deleting the video itself from all platforms.
When faced with these social class divides, brands and their creative agencies are confronted with a unique challenge. Traditionally, marketing has approached class divisions as issues of affordability and accessibility for consumers. The solution typically involves offering products and services at various price points to cater to different segments of the market.
Think of shampoo sachets, and phone recharges priced at Rs 10. Market segmentation based on affordability addresses the problem of access, ensuring that every consumer can afford and desire products within their price range, whether at the lower end or luxury segment of the market.
However, addressing the social class divide as a brand in brand communication presents a distinct challenge, as it raises questions about portrayal and representation. It forces brands to examine their vantage point and ideological stance. If a brand aims to project itself as embracing progressive values, how should it navigate the complex issue of social class and class divides?
This is particularly relevant when it comes to the portrayal of domestic help and their treatment in advertising, especially for brands selling household cleaning products and related items. How should they depict domestic help? Should they merely reflect reality as it is, or should they encourage consumers to adopt more progressive behaviours?
To effectively navigate the intersection of brand communication and the social class divide, brands can draw valuable lessons from previous campaigns that approached similar subjects with sensitivity. Let’s take a look at some examples of how some brands have approached this issue in the past:
Ghadi Detergent:
In Indian popular culture, domestic help is often portrayed as solely responsible for the cleanliness and maintenance of households, perpetuating the notion that it is their sole duty while family members contribute little. Such stereotypes create a power imbalance between domestic help and the families they serve, with the latter holding all decision-making authority.
Ghadi Detergent’s campaign, #SaareMaelDhoDaalo, deviates from this stereotype. Instead, it encourages individuals to recognise the importance of every task, no matter how small, and to treat domestic help with respect. The campaign depicts a young boy with a callous attitude towards the work performed by the house help. To rectify his behaviour, his mother decides to teach him a lesson by having him clean the house under the false pretence that the house help is on leave. In the end, he learns to appreciate the domestic help’s contribution and even pays him extra to celebrate the festivities.
Women’s Day 2019 #YourSecondHome : An initiative by PregaNews
Similarly, PregaNews launched its Women’s Day 2019 campaign, #YourSecondHome, which highlights the importance of domestic helpers and their contributions to households.
The content begins with a woman scolding her domestic help and asking her not to perform her usual tasks. It appears that the domestic help’s job is at risk. However, as the narrative unfolds, we discover that the woman is actually reducing the workload of the domestic help due to her pregnancy and invites another domestic worker to assist. The campaign challenges initial perceptions by portraying the employer as caring and considerate, much like a family member would be.
The messaging of the campaign promotes progressive ideals, advocating for empathy towards domestic workers and providing them with benefits such as maternity leave or reduced workload during pregnancy, similar to practices in the organised sector. The brand, PregaNews, seamlessly integrates into the narrative of the ad.
Cadbury Dairy Milk – Driver
The work features a boss driving his driver to his child’s school so that he could attend the parent-teacher meeting. While the content is only 45 seconds long, it is quite impactful. We immediately get to understand the dynamics between the employee and the employer and how this is a routine activity. We understand how his boss is being kind and patient towards him and goes out of his way to help him.
The video shows how a small gesture of kindness towards one’s driver/staff can make a significant difference in their life. The brand integration of Cadbury Dairy Milk is also quite seamless, as it plays on the factor of the boss ‘being sweet’ and sweetness is associated with the chocolate in question.
Oswal Refined Soyabean oil
Oswal Refined Soyabean oil’s campaign portrays a positive image of domestic helpers by showcasing the relationship between the wife and her employee. While the husband is upset that the domestic help always leaves early to attend to her children, the wife, on the other hand, is accommodating as she knows that she works well and efficiently. One day, when the wife is out of the city, the maid bakes a cake for the husband and stays late at night just to celebrate his birthday so that he does not feel isolated on his special day.
The video emphasises that domestic help is not just the staff of the house, but a part of the family, and employers should be accommodating to their requirements.
However, while the ad’s story has a nice recall value, the brand takes a backseat here. The brand integration of Oswal is not quite as seamless because the story is not built around refined soybean oil. Even a slight mention of it in the narrative would’ve helped the brand integration.
Facebook | More Together – Pooja Didi
Facebook’s campaign, More Together – Pooja Didi, is a heart-warming portrayal of support staff. The content initiative can almost be categorised as a mini-short film, as it is about seven minutes long. It highlights the problem of unemployment during the pandemic and how the protagonist – Pooja, starts hiring people in large numbers to provide them with gainful employment solely out of her altruistic intentions.
However, when she cannot pay the salaries and bills to the people she does business with, she is in a state of crisis. That is when the hired staff of her sweet shop utilises the power of social media to narrate the story of Pooja’s altruistic actions, which end up attracting customers to the shop, thus enabling her to pay all her bills.
Conclusion
All the brands seem to take the high power distance between employers and domestic help for granted as a given in Indian society and thus mirror existing realities. They don’t show the possibility of a different future for domestic help (except the Cadbury ad to some extent) in which they can be empowered and assertive of their rights vis-a-vis their employers.
The convergence of brand communication and the social class divide poses both challenges and opportunities for brands. By being mindful of the implications of their messaging, brands can strive to create advertisements that promote empathy, understanding, and equality. Actively working to dismantle stereotypes and biases, brands can contribute to positive social change.
HamsiniShivakumar is a long-time culture-watcher, semiotician, brand consultant and co-founder of Leapfrog Strategy as well as Semiofest, the global unconference for applied semiotics.Prabhjot Singh Gambhir has done his Masters in Film Studies and is passionate about stand-up comedy. He has now turned his observant eye to cultural discourse and its intersection with brands.The views expressed here are their own.
JSW One Homes, the tech-enabled home construction solutions arm of JSW One Platforms, has launched its inaugural digital brand campaign, #HomeToDreamHomes.
The campaign’s central idea is that “certain dreams hold a special place in our hearts, and a dream home is one of them.” It recognizes that the dream of owning a home often takes root during childhood and evolves over time. JSW One Homes ensures that these innocent aspirations are transformed into reality. The campaign effectively communicates JSW One Homes’ brand purpose as an endearing expedition towards achieving one’s dream home.
Throughout the film, JSW One Homes emerges as the steadfast choice for families seeking to build their perfect home.
Gaurav Sachdeva, CEO, JSW One Platforms, said: “At JSW One Homes, we work with our customers and their families to build their dream homes. Our tech helps us and our network of contractors, architects and suppliers to simplify the construction process for our customers. Our new campaign highlights the joy and ease of building a home with JSW One Homes.”
The digital ad film has been launched on social platforms across Chennai, Coimbatore, Trichy, and Salem markets through the digital channels. JSW One Homes aims to reach 10.7 million customers through this month-long campaign.
Grapes, an integrated communications agency, onboards OT India, from the house of Origin Tea Collective, a wellness tea brand.
As per the mandate, Grapes will be handling the brand’s overall social media communications and media responsibilities, along with influencer marketing and e-commerce initiatives. The scope of work also expands to include product shoots and certain offline content development for the brand.
Said Gulshan Kumar Magon, Founder, Chairman and CEO, OT India: “India is a heritage rich country with a huge tea-loving consumer base, who take the tea business very seriously. Well, so do we! Which is why we are thrilled to reach this audience who appreciates our commitment to excellence. We are confident in Grapes’ expertise and their innovative approach to assist us in this endeavour.”
Added Shradha Agarwal, Co-Founder & CEO, Grapes: “The Indian consumer is undergoing a fundamental shift in income and consumption structure. With the High Income and Upper/Middle Income households primed to increase by 5% and 13% respectively by 2030, the consumers are becoming more quality-conscious, with a focus on design and aesthetics of the products. I believe that OT India is uniquely positioned to cater to these evolving consumer preferences with its premium mass market products. So, by leveraging strategic and engaging content, we plan to foster a deeper connection between OT India and its target audience, ultimately driving brand awareness and customer engagement.”
Art-E Media Tech Pvt. Ltd. wins the digital creative & media mandate for Buds & Berries, online brand of personal care products by CavinKare.
The agency would be responsible for enhancing Buds & Berries’ digital presence by formulating & executing performance marketing strategies and media creatives across platforms.
Speaking on the new mandate, Amit Dhawan, Partner & CEO at Art-E said: “Embarking on a new partnership with the dynamic and talented brand team at Buds & Berries fills us with excitement. We are eager to build a strong bond and enhance their media presence. With our combined passion and drive, we are poised to establish Buds & Berries as a leading name in the personal care space.”
Added Akash Basak, CavinKare’s Lead – Digital First brands: “Buds & Berries prioritizes clean, toxin-free formulations that are safe and effective. Our products are extensively tested and manufactured in-house. The brand imbibes the mantra ” Love yourself, First” to the core and understands the role of beauty rituals in consumers’ self-esteem and identity. With the creative and digital media strategies led by Art-E, we are confident in establishing the core of the brand to facilitate effortless discovery and instant recall, thus naturally paving the way for the brand’s success.”
NBA Style unveils a new campaign to mark the 50th anniversary of Hip-Hop. In honour, it has launched an all-new series, “All The Way Up”, which explores the convergence between hip-hop and basketball by highlighting the stories of artists who are revolutionising the industry not just with their sound, but also with what they have to say. With popular names like GD 47, Hanumankind, Irfana Hameed, and Fotty Seven, the series captures the rising hip-hop culture in India.
From uncovering their inspirations to discussing the influences that have helped them create their own unique sounds and personalities, the series delves into each artist’s journey, their craft and the close link to basketball.
NBA Style was launched as a community to showcase the convergence between pop culture and the NBA. It showcases the many ways that the league and its players influence and are influenced by music, fashion, art and entertainment. Since inception, the community has been growing tremendously to 144k+ in just over a year and generated more than 1B impressions for the 2021-22 season.
Life Health Foods (India) Pvt. Ltd., a health beverage company, launches a new campaign #FeelsSoGood for their flagship brand, So Good. The brand film, centred around plant-based beverages, aims to resonate with health-conscious individuals who lead busy lives and seek convenient yet healthy options.
Rohit Bhagat, Business Head of Life Health Foods said: “The company’s strong commitment to promoting plant-based options that deliver exceptional taste, versatility, and health benefits, all at an affordable price. By partnering with Tonic Worldwide, Life Health Foods aims to capture the essence of a busy lifestyle and inspire healthier choices among consumers through this transformative campaign.”
Sudish Balan, Co-Founder, Tonic Worldwideadded: “We wanted the brand film to capture the essence of a hectic lifestyle, emphasizing the importance of incorporating healthier alternatives into daily routines. It highlights how SO GOOD offers a refreshing and nourishing solution to individuals seeking plant-based beverage options that complement their fast-paced lives.”
Parle, India’s leading manufacturer of biscuits and confectionery, has launched a television campaign for their toffee brand, Parle Kismi. Titled “#HarKismiMeinHaiKiss,” the nationwide campaign highlights the role of Parle Kismi as a catalyst for love. The TV commercial has been conceptualized by Rediffusion.
Commenting on the campaign, Krishnarao Buddha, Senior Category Head at Parle Products, said: “As we reflect on our school and college days, we recall the emotions of friendship, pure love and days filled with pranks. Parle Kismi has consistently served as an enabler, empowering individuals to express their deepest feelings. With our latest TVC, we aim to appeal to the newer generations, evoke nostalgia and revive cherished memories of friendship, affection, and compassion. Our mission is to spread love and reignite the influence of ‘Kismi’ among our beloved younger audience.”
Added Kalyani Srivastava, Jt. President, Rediffusion: “We are excited to launch our new Parle Kismi campaign, which features a catchy jingle and a heartwarming film. The campaign is based on the idea that a kiss is a powerful expression of love, and Parle Kismi is the perfect way to add a touch of sweetness to any kiss. We believe that this campaign will resonate with the younger audience.”
Most of us have an issue with opportunistic Cause Marketing and pseudo-Purpose-led brand campaigns. And many of us share Prathap Suthan’s sarcasm when he writes about the advertising industry’s hypersensitivity to hopeless global causes in the month of June – primarily for awards, easily identifiable with the timing, efforts, scale and design. However, some of us still hang on to the hope that there are a few brands which keep it simple, while working on an identified cause consistently and diligently. They are in it for an extended period , where they explore it from different angles. Tata Tea- ‘Jaago Re‘ and Ariel- ‘Share the load’ are two examples of cause/purpose-led marketing campaigns with an excellent brand fit. Additionally, they have longevity that has been explored by the brand.
What makes JAAGO RE work.
Good cause marketing must have an almost direct brand/service relationship. In the case of Tea- strongly associated as an early morning beverage – Jaago Re- Wake Up is such a simple and strong statement- an excellent brand fit. The audience can completely relate to it- even though Jaago Re, in this case, is more than the Physical act of waking up.
Tata Tea has worked on Jaago Re for over 15 years and has taken it to new heights with fresh communication. There is a huge investment of time and effort after crafting the idea.
It addresses issues relevant to the public. Things they want to act upon but don’t seem to have the initiative or solution. Issues like Corruption, Woman Empowerment, Gender inequality, Voting, Bribery and now climate change- or protecting the climate for the next generation.
The brand approach is to simplify these complex issues and provide a trigger – a thought to the audience. In a way, ask the audience to wake up and take the initiative. Take those identified small initiatives at the individual level that have the power to collectively impact the system. Because every such issue needs an individual-level action which would collectively converge into ground-level movement, the change would happen.
The ‘Jaago Re’ campaign has been fully focussed. There is always a scenario build-up (reminder of the situation) and a call for action. The suggested initiatives (solutions) are relatable, and the solutions seem to be practical and practicable. There is always an element that shouts there is no need to wait for things to happen.
Tata Tea Pushes New Climate Change Initiatives.
‘Alarm Bajne Se Pehle Jaago Re’ pushed for proactive behaviour. ‘Power of 49′ reminded women of their voting power and how they could make a difference in the general election. The weakest link in the campaign was Soch Badlo‘, which seemed more preachy but asked the audience to see things from a different perspective. ‘Khilana Bandh Pilana Shuru’ suggested fighting corruption with a strong direct call for action.
These campaigns had a solid link to Tata tea, and the Umbrella Brand ‘TATA’, with its image and trust, further strengthened the idea. The campaigns were not mere visual fantasies but had strong digital and ground-level support. Thus, the campaign remained impactful and relevant for the masses.
Tata Tea Jaago Re Climate Change Imitative.
The latest Tata Tea ‘Jaago Re Climate Change’ campaign brilliantly uses well-known nursery rhymes at a school function. The nursery rhymes are tweaked for the message. It strikes a chord with the audience. They all remember these rhymes and recognise the change. The message that the next generation will have to pay the price of the current generation’s actions and inaction is starkly delivered with impact and simplicity.
One can safely presume that the Tata. Tea campaigns will not be able to create a mass movement or make many people act. However, you can not ignore the efforts and relentless pursuit of simplistic solutions. In this case, the communications and the creative device of Nursery Rhymes work to create impactful awareness.
The Jaago Re site, in addition to asking people to pledge action (Pledges now reaching 50K!), shares ways people can be part of the solution. These are simple solutions like saving energy at home, planting trees, sustainable green commuting, reducing waste, using eco-friendly products and recycling.
Tata Tea addressed the climate change issue earlier, asking the current generation to act. In that case, the instigator was a child. However, the Nursery rhyme is far more impactful.
No doubt, Jaago Re is an impactful, relevant and successful campaign. The only grudge that one has is the annual re-evaluation and shifting of the targeted issue. But, then, it is what the brand needs to do.
KEEPING IT SIMPLE – TIGER ANTHEM BY TOI
Another cause marketing! Hopefully a sustained effort.
The Tiger Anthem ‘Meet my Mom‘ by The Times of India has crossed 100 Mn views in a fortnight across platforms and going strong. It is part of the ‘Saving Our Stripes’ campaign on the 50th year of Project Tiger, supported across print and digital mediums. TOI- the media giant had used every possible way and media under its banner to highlight and build interest in the subject before the Anthem was released. These included contests, User-generated content, interviews, articles, podcast and exciting use of cartoons.
TOI has hit an emotional chord with the audience by using the powerful bond of a mother and her child. As it is future-looking, the anthem has very peepy and simple lyrics that should interest the young audience- expected to take the initiative further. It not only shows that the animals must co-exist, but it also shows the young mind that the relationship between a mother and her child is independent of the species. The cub is as innocent and unaware of the dangers, and the true threat to them is us, the humans.
Complicate At Your Own Risk.
Zomato’s recent Kachra TVC is a case in point, where the brand picked up a cause and blotched it up due to insensitivities. There is a lot the brands must consider in today’s world while approaching a cause with a social divide. Here is an excellent article, ‘Brands Navigating The Social class divide- lessons in Sensitivity from past campaigns’ by Hamsini Shivakumar and Prabhjot Singh Gambir. There is always a possibility to filter the communication through SMEAR INDEX, checking for possible backlash. However, know that the intent does not count, and irrespective of your best efforts, some part of the audience will always be objections to the creative. Then, the brand should be able to take a stand.
Net-Net
Keeping it simple works in most communication. And for cause led/purpose-led marketing, one needs to be clear about the objective and the association and be willing to invest time and effort sustainably. There is no point in fooling the audience- ‘Yeh Public Hai Saab Kuch Jaanti Hai, Saab Kuch Samjhati Hai’ (the public knows and understands everything). And when so many brands have been trying to leverage half-baked June ideas, the public knows how to differentiate and tell. Cause marketing needs time and repeated strikes. It requires a ‘Sau Sunnarki Not Eek Lohar Ki’ ( needs multiple strikes, nudges like a goldsmith and not a hard hit like a blacksmith).
So, there is nothing wrong with cause/purpose marketing if you can do justice to it.
Accor, the global hospitality Group, is pleased to announce the appointment of Nidhi Verma as Director of Marketing & Communication for India and South Asia.
As Director of Marketing & Communications – India and South Asia, Nidhi will be responsible for driving the development and execution of integrated public relations campaigns that align with the brand’s marketing strategies, alongside leveraging a 360-degree approach across various media platforms.
Said Puneet Dhawan, Senior VP Operations, India and South Asia: “We are confident that Nidhi’s extensive experience, expertise and leadership skills will further strengthen the Accor’s presence and reputation in India and South Asia. With her strategic mind-set, innovative approach, and dedication to excellence, I am certain that she is poised to make a significant impact on Accor’s marketing and communication strategies in the region.”
