MxMIndia

Category: MARKETING

  • Everyone loves the Brooke Bond Red Label film. It  does bring a smile, but that’s where the problem starts, writes Sanjeev Kotnala

    The OG Social Network

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaOn World Social media Day, Brooke Bond Red Label  tea film toasted tea as the Original Social Network of the country. The advertisement went viral over current social media platforms. The timing was just right.

    Naturally, films like this had varied reactions. The public quickly recognised the insight and smiled at the contextual placing of the social media terms with relevant visuals of people consuming tea. The people associated with advertising, marketing and communication had polarised reactions. Some liked and appreciated it, and many questioned the strategy behind it, the purpose it aimed to solve and what it can achieve for the brand.

     

    The Red Label Original Social Network Of India.

    The film is a kaleidoscopic collage of slice-of-life situations where tea is the conversation facilitator. The Brooke Bond Red label film is well-made, and the voice-over is excellent. It is only a smart contextual justification of the social media terms with making and sharing of tea.

    Now, the brand presenting ‘Tea as India’s Favourite Social Network’ seems an obvious statement and not an insight. But any brand could have explored it. The truth is, no one did it before Red Label. Some regions in the country may debate and suggest coffee or hard drinks as the favourite social network or platform, but that is a story yet to be explored.

    Red Label film does bring a smile. Everyone loves the film! That’s where the problem starts.

     

    Red Label Film Lacks Strong Branding.

    The branding is not a strong point of the film. In most cases, the audience misses the brand. Few associated it with Tata Tea which keeps doing fresh creatives on relevant subjects like Climate change. However, the brand tonality is different. A lot many associated it with Wagh-Bakri for the film tonality; watch Rishto Ki Garmahat.

    It is unacceptable for any brand unless this is a one-off attempt with low media weights and cost of creative. Maybe it is the ‘Brooke Bond Red Label’ push in category development. However, the film does nothing. It was more like the better-made AV that agencies used to present in Annual Review Board in the 1990s.

     

    Different Take Over ‘Red Label’- The Original Social Network Of India

    A few of the advertising veterans did believe that the Red Label, the Original Social Network Platform of the country, is a brilliant piece of communication. The brand Red label has been all about Desh ka pyala in their communication, like Hospital, Dooriyo Mai aapnapan,  Hindu-Muslim bridge, and Swad Apnepan ka are full of warmth and bringing people together. The social network film is a contemporary representation of the same. It still works under the larger umbrella of ‘Swad Aapnepanka’.

    The brand uses contemporary situations and relevance in life while holding on to the old charm. The earlier advertisement Surprise Visit is one such example after all “kuch gharon ki chai mein apnepan ka swad hota hai.”

     

    Generation Gap In Reactions.

    The newer generation sees nothing much in the film. Exploring and exploiting the emotions linked with drinking tea and layering it with social network terminology. That’s it and they find nothing great in it. Yes, it brings a smile; that is all the brand gets from this interaction.

    The older generation gets a superiority complex of not missing much and enjoying their non-tech social networking over cups of tea.

    Communication can hardly make tea contemporary and increase consumption! However, the new generation objects to advertising, emotionalising every bit of brand interaction. Someone said it best; why should it always be about ‘bleed the heart, bring out the tears’? Why can’t it be more playful and happy?

     

    Net-Net

    It is an excellent AV, something one could be proud of presenting at the annual review boards, press meets and maybe at the tea drinker club. It merely stops at raising a toast to tea on World Social Media Day- attempting to contemporise and present tea as the original social network platform. Nothing more, nothing less. The audience expects more from Red Label and the agency.

    Thank god the brand is not preachy and has moved from its past folly of Kumbh – where elders can get lost- intentionally or unintentionally.

     

  • To drive home the need for Term Insurance

    Rishabh Pant features in HDFC Life campaign

    By Our Staff

     

    HDFC Life insurers has collaborated with Rishabh Pant to create a campaign aimed at driving the need for term insurance. The objective of the campaign is to encourage individuals to financially secure their loved ones against unforeseen circumstances.

     

    The film showcases the real-life story of Rishabh Pant and his journey of realisation. Through the film we see glimpses of his numerous accomplishments, moments of happiness and the experience that taught him the biggest lesson of his life.

     

    Said Vishal Subharwal, Chief Marketing Officer and Group Head – Strategy, HDFC Life: “The film captures the true essence of life while bringing the spotlight on the core benefit of term life insurance. We hope that the powerful real-life story of Rishabh Pant, a role model for many and a world-class athlete, serves as a pertinent example to make one realise the uncertainties of life and the need for financial protection. Most Indian households find it hard to sustain their living standards in the absence of adequate life insurance cover. We sincerely hope that this campaign will educate and inspire more individuals to secure their families with Term Insurance.”

     

    Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett, South Asia said, “The pandemic has left us with a false sense of invincibility. With this campaign we wanted to reiterate that not everyone gets a second chance at life. The biggest mistake we can make is to not learn from our mistakes and to bring home the message of unpredictability. We drew inspiration from the real-life incident of cricketer Rishabh Pant where he survived a near-fatal road accident. Our campaign breaks the illusion of invincibility and reiterates the importance of financial planning.”

     

  • To drive brand reach across Connected TV audiences

    Max Life partners with Samsung Ads

    By Our Staff

     

    Samsung Ads India, the advertising division of Samsung Electronics India Private Limited, and Max Life Insurance Co. Ltd (“Max Life”/ “Company”) have unveiled the first of its Connected-TV (CTV) advertising campaigns on Samsung Smart TVs across India.

     

    The digital ad features Indian Cricket Captain Rohit Sharma and his entrepreneur wife, Ritika Sajdeh. The objective of the partnership is to expand the reach of this digital ad that talks about the importance of financial protection for loved ones, rooted in Max Life’s brand philosophy, ‘You are the Difference’. The ad film also captures ‘India Ke Bharose Ka Number’ to highlight the company’s industry leading claims paid ratio of 99.51% as a representation of trust.

     

    With this approach, Samsung Ads India has helped Max Life to develop a comprehensive understanding of audience segmentation and viewer preferences on Samsung Smart TVs via automatic content recognition (ACR) technology.

     

    Leveraging Samsung Ads India’s leading ACR data, Max Life gets access to unique audiences and develops a comprehensive understanding of audience segmentation along with preferences.

     

    Rahul Talwar, EVP & Chief Marketing Officer at Max Life said: “We are excited to launch our first-of-its-kind Connected TV campaign with Samsung Ads India and enter an exciting customer outreach territory. Connected TV provides triple benefits to our brand– the ability to reach a large and growing audience, the ability to target ads to specific demographics, and the ability to measure the effectiveness of ads in real time. We will continue to harness this platform to drive our narrative of ‘You are the Difference.”

     

    Added Prabhvir Sahmey, Senior Director India at Samsung Ads India: “As the pioneers in CTV advertising, we’re seeing more results driven marketers lean in and take advantage of CTV. CTV can open up a whole new world of advertising opportunities such as driving incremental reach, improving brand salience or driving frequency amongst more affluent audiences. We’re excited to work with Max Life to see what valuable insights and results we can drive together with this campaign and in the future.”

     

  • To boost morale for the 19th Asian Games

    Sony unites sports journalists in campaign for 2022 Asian Games

    By Our Staff

     

    Sony Sports Network unveils a campaign for the 2022 Asian Games. With an extraordinary lineup of luminaries, including esteemed personalities like Chief of Defence Staff, General Anil Chauhan, Sudha Murty, Amitabh Bachchan and Kapil Sharma, the campaign aims to ignite the nation’s fervour for this multisport extravaganza.

     

    The film also has a lineup of sports journalists from publications such as Dainik Jagran, Dainik Bhaskar, Rajasthan Patrika, The Telegraph, Deccan Chronicle, and regional newspapers including Dinakaran, Lokmat, Eenadu, Gujarat Samachar, Sandesh, and Asomya Pratidin. Additionally, it features RJs from popular radio channels like Radio City and Radio One, along with representatives from leading news channels Aaj Tak and NDTV 24X7.

     

    With ‘Iss Baar Sau Paar,’ Sony Sports Network aims to rally the entire nation, uniting millions of hearts, and minds, to stand beside our athletes as they strive for excellence and glory. This campaign is a resounding call to break barriers, inspire champions, and witness the remarkable journey of India’s sporting triumphs at the 2022 Asian Games.

     

  • Features Varun Dhawan and Mahesh Babu

    Laqshya Media Group unveils campaign for Santoor soap

    By Our Staff

     

    Laqshya Media Group unveils an OOH campaign for Santoor, the flagship soap brand of Wipro Consumer Care and Lighting. The campaign, featuring  Varun Dhawan and Mahesh Babu, aims to maximise sales by leveraging product offers and strategic pricing strategies.

     

    Said Prasanna Rai, CMO and Head of E-commerce Business, Wipro Consumer Care and Lighting: “Outdoor is a key component in our media mix as it enables us to precisely target clusters of interest and deliver the intended message. In Laqshya, we found an ideal partner who executes campaigns fast and at scale and makes our executions more impactful. Their creative inputs are invaluable as they understand how to use the medium best. Our partnership with Laqshya is now a long-term one.”

     

    Amarjeet Hudda, COO, Laqshya Solutions, added: “At Laqshya Media Group, we are committed to establishing strong partnerships with brands that embody innovation and excellence. The collaboration with Wipro is a true honour for us, and we take great pride in delivering our dynamic and contextually relevant regional content to empower the brand Santoor. Leveraging our exceptional creative capabilities, we are executing a highly impactful multilingual campaign across eight states, amplifying Santoor’s unique selling proposition. With an extensive reach spanning 100+ towns and massive urban and semi-urban areas coverage, we strive to deliver exceptional results exceeding every campaign’s expectation.”

     

  • The resilience of brand Bachchan cuts across not just the general audience but even the elite, said Gera Developments MD Rohit Gera

    Big B is Brand Ambassador of Gera Developments

    By Our Staff

     

    Pune-based Gera Developments has signed on actor Amitabh Bachchan as Brand Ambassador.

     

    Said Rohit Gera, Managing Director of Gera Developments:  “We are delighted to have legendary actor Mr Amitabh Bachchan as the face of Gera Developments. Mr Bachchan is the ultimate Outdoer and he embodies the Gera brand mantra to Outdo.  With a long and exemplary career, he has reinvented himself year after year and continues to be one of the most respected film personalities. This was important for us at Gera as stability and trust are our key brand attributes.  We saw an immediate resonance with brand Gera especially our trendsetting ChildCentric Homes. The resilience of brand Bachchan cuts across not just the general audience but even the elite.”

     

  • The blitz is conceptualised by Lowe Lintas Delhi

    Lowe Lintas campaign for HP Chromebook

    By Our Staff

     

    Leading laptop brand HP India has launched its latest range of HP Chromebook laptops with a multi-film campaign conceptualised by Lowe Lintas Delhi.

     

    Said Prashant Jain, Chief Marketing Officer, HP India: “We are delighted to introduce this new campaign for HP Chromebook. This product is designed to empower learners by offering them the flexibility to collaborate, learn, and unleash their creativity on their own terms.”

     

    Speaking on the campaign, Vasudha Mishra, Regional Creative Office, Lowe Lintas Delhi said: “How to communicate the product benefits strongly and evocatively has been the core of this campaign. Mohit Pasricha and his team have clearly left no experience unturned in coming up with this delightful series.”

     

     

  • Cycle Pure Agarbathi has launched a new ad campaign to promote Cycle Naivedya Cup Sambrani

    Cycle Naivedya Sambrani unveils new ad film

    By Our Staff

     

    Speaking on the campaign, Arjun Ranga, Managing Director of Cycle Pure Agarbathi, said, “The Naivedya Cup sambrani is yet another progressive innovation from Cycle that aims to keep Indian tradition alive for the benefit of future generations. The films show a progressive portrayal of the older generation who introduces the younger generation to the convenience of lighting the cup sambrani. As a brand, we thrive on continuous innovation and have a legacy of 75 years of original product creation. The cup sambrani paved the way from the creation of a cup sambrani segment in the market. We feel humbled to be able to contribute creatively and meaningfully to india’s rich legacy and keep our time-honoured traditions alive”.

     

     

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  • Produced by Ogilvy

    Dove Men+Care is back with a film

    By Our Staff

     

    Dove Men+Care, men’s grooming brand, is back with a film that captures the transformation of the modern man.

     

    Commenting on the brand film, Harman Dhillon – Vice President – Skin Care, Colour Cosmetics and Dove Masterbrand said: “Our brand has been built with a spotlight on superior care. With the launch of Dove Men+ Care, our purpose is to inspire every man to experience the transformative effects of care on themselves and those around them. This philosophy is deeply ingrained in our products, which provide the care men need without sacrificing on performance. Our first launch is the 2-in-1 Shampoo+Conditioner that exemplifies our unwavering commitment to offering exceptional care. In our latest brand film, we deliberately chose a football match as the backdrop, to beautifully showcase the power of care even amidst fierce competition.”

     

    Added Zenobia Pithawalla – Senior Executive Creative Director & Mihir Chanchani – Executive Creative Director, Ogilvy: “Dove Men+Care is created for the new age man, who understands the power of care. In this communication, we show how modern men in the most competitive scenarios, won’t shy away from revealing their caring side. Dove Men+Care celebrates men who do not bow down to the stereotypes of masculinity – men who are comfortable showing their caring side and take great pride in self-care.”

     

  • Produced by The Titus Upputuru Company

    PVR INOX promotes horror genre with campaign

    By Our Staff

     

    PVR-Inox Ltd has rolled out a marketing campaign to promote the movies in the horror genre. The film has been produced by The Titus Upputuru Company, and we received the release published in one of our favourite fonts: Baskerville.

     

    Speaking about the campaign, the director of the film, Titus Upputuru said: “It is one thing to watch a horror film on a small screen at home. It is quite another to watch it on a big screen, alone! It was great fun shooting the film. The task was not just to capture the protagonist’s feelings and emotions but to manifest what was going on in his mind. That was the big challenge. There were several elements that we used to create the atmosphere of fear. The colours, the mirrors, the lonely top shots, the red apparition, the creepy hands, the sounds, and the edit, all went into making the experience both real and surreal.”

     

    Added Shony Panjikaran – General Manager & Head, Sony Pictures Releasing International, India: “We embarked on a thrilling journey with PVR INOX, creating a captivating tale to unveil the final chapter of Insidious. This horror-filled promotion explores the consequences when one dares to venture into the chilling world of fear, alone at a cinema. From an Instagram contest that sparked an overwhelming response, Vicky emerged as the brave victor who stepped into the darkness, only to have his senses tested to the limit. Insidious: The Red Door delivers an unforgettable cinematic experience which needs to be witnessed on the big screen, like the grandest screens at PVR INOX.

     

  • The film series has been created by Supari Studios

    Godrej Interio launches campaign

    By Our Staff

     

    Godrej Interio, a business of Godrej & Boyce – the flagship company of the Godrej Group, has launched a campaign ‘Welcome to the Family’.

     

    Speaking about the five films, Sumeet Bhojani, Head of Marketing Communications, Godrej Interio said: “Godrej Interio continues to be a part of families in India across multiple generations. Over time one of the key insights that continues to emerge in our research is that consumers form a very special bond with their furniture over a period of time. A piece of furniture almost becomes like a family member, participating in special moments and memories with the family. That’s the emotion we have aimed at capturing through the “Welcome to the Family” films. It’s a creative showcase of furniture that’s contemporary, multifunctional, and designed to support the modern lives of consumers today. This has helped us build and retain the consumer’s love and support for over a century now.”

     

    Added Akshat Gupt, Chief Creative Officer of Supari Studios: “We really enjoyed creating the ‘Welcome to the Family’ series for Godrej Interio. Using everyday, relatable family experiences, we blended creative storytelling with seamless product integration to build engaging stories that all families can relate to.”

     

  • To help expand its footprint

    Adfactors PR wins mandate for Eveready

    By Our Staff

     

    Eveready India Industries Ltd. the battery, flashlights and lighting products major, has awarded its public relations mandate to Adfactors PR.

     

    Said Anirban Banerjee, Senior Vice President & Business Unit Head – Battery & Flashlight: “We are thrilled to appoint Adfactors PR as the communication partner for Eveready. It is essential for us to be more visible amongst our target audience and to let our consumers know that we are more than just batteries. Given the strategic expertise of Adfactors PR we intend to further strengthen our brand position & recall as well as scale up the arc of influence among key opinion leaders, media and Gen-Z cohorts for our overall business. It is especially important to shape the stories of various new launches, including a state-of-the-art range of Rechargeable Flashlights, Ultima Alkaline Batteries, Coin Batteries, Instacharge Emergency LED bulbs and more.”

     

    Added Adfactors PR Chief Executive Officer Nijay N Nair: “As portable energy and smart lighting solutions gain importance, it is an appropriate moment for Eveready India to harness the tremendous power of public relations to expand its footprint. With our pan-India presence, Adfactors PR is well-placed to turbocharge Eveready’s communications campaign and ensure its products gain greater popularity across geographies. Brand Eveready will now build on its glorious century-long legacy and will reach even greater heights over the coming years. We are delighted to take on this mandate.”