MxMIndia

Category: MARKETING

  • The idea for the new TVC was born out of drawing parallels to the few moments in life that feel good. Thus was born the campaign thought of "Feels that good"

    ‘Feels that good’, asserts Polo in new TVC

    Globally, the Polo has been around and enjoyed for generations. In India too, the much-loved hatchback has been widely accepted in all its variants and editions. Which is why, when it was time to launch the New 2014 Polo, Volkswagen’s campaign had to ensure a similar level of enthusiasm and curiosity. For it was a clear case of ‘the good becoming better’.

     

    The idea for the new TVC was born out of drawing parallels to the few moments in life that feel good. Thus was born the campaign thought of “Feels that good”.Like all Volkswagen TVCs, this one too is endearing and simple, yet entertaining at the same time. Taking forward the thought of “Feels that good”, the film illustrates the story of two brothers. The younger of the two always gets the raw end of the stick, as he ends up with all the ‘hand-me-downs’ from his cooler older sibling. From school books to uniforms to shoes and even bicycles, it’s always second-hand. Ultimately, the story takes a big turn. The younger brother, now all grown up, comes into his own when we see him driving the sparkling New Polo, while his older sibling is still using a nondescript old car.

     

    Sonal Dabral

    Commenting on the campaign Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “The new refreshed Polo has unique features that deliver a superior driving experience. We used hand-me-downs as a creative device to make the point that driving the new Polo, with these features, makes you feel so good. It uses the tonality of all Volkswagen advertising where the product is at the centre and there is humour woven around it, leaving the viewer with a ‘feel good’ factor.”

     

  • Fridge door adornment serves a vital purpose within modern families

    Croma Home Stories survey unveiled

    By A Correspondent

     

    The Croma Home Stories survey has revealed that nearly 50 per cent of Indians adorn their fridge doors with magnets, with 15 per cent of them adding holiday snaps and souvenirs, the same percentage of 15 per cent appending ‘To Do’ lists, and 13 per cent sticking their weekly shopping lists to this particular piece of kitchen furniture.

     

    According to Ajit Joshi, MD & CEO, Infiniti Retail Ltd, “Fridge door adornment serves a vital purpose within modern families; not merely to prevent them from forgetting what to buy or when to collect the dry cleaning, but of holidays, trips, vacations and other family moments for which the fridge door can provide a constant – and very visible – reminder.”

     

    Croma Home Stories, in its second leg, further reveals the practice of ‘Fridge Door Adornment’ and the increasingly personal insights they provide about the households, their memories, habits, lifestyles, concerns and their future dreams too.

     

    Other insights from the survey include the fact that women are the principal protagonists when it comes to Fridge Door Adornment with 62 per cent admitting to decorating their fridge doors with magnets compared to just 36 per cent of their male counterparts, while men lead the way with more practical types of adornment including shopping lists, ‘To Do’ lists, bills and bank statements.

     

    The survey noted that while Fridge Adornment is actively being practiced across generations in India, the younger age group pays decidedly less attention to what’s actually inside; 37 per cent of under 25 year-olds have no idea compared to just 19 per cent of those aged over 35 years. Clearly, the survey findings indicate that for Indian millennials, it really is about what’s on the outside.

     

    Conducted in June 2014, Croma Home Stories research is a light-hearted look at Indian households, the gadgets and devices they use and what they reveal about them. Commissioned and executed by Croma, the research is based on online study and the responses of 1,029 Indians, including Croma customers and followers of the brand on social media channels.

     

  • The communication was developed as a tool to warm up the lady to the needs of her man

    Sequel to the Beer Shampoo man takes off

    Taking its Beer Shampoo proposition further, Publicis has unveiled a new TVC for the brand. The thought process that was followed for Beer shampoo was that while every man is entitled to buy his own manly Beer Shampoo for his own hair, there was a practical barrier. In most cases, the lady of the house reserves the first right to the shopping cart. Hence, it was critical for the brand to encourage the lady of the house to buy into Beer Shampoo.

     

    The communication was developed as a tool to warm up the lady to the needs of her man. It seeks to make the shampoo as essential to her own happiness as it is to her man’s. The communication achieves this by igniting the emotional trigger of every woman wanting her man to be manly, particularly in romantic situations.

     

    Commenting on the new TVC, Raja Chakraborty Head Marketing – J K Helene Curtis Limited said, “The recent Park Avenue Beer Shampoo creative has been conceptualised to generate more trials for the product among those who are aware but having some apprehension or the other to use it. We are sure this creative will put those apprehensions aside and get more trial into the product”.

     

    Bobby Pawar

    Bobby Pawar, Director – Chief Creative Officer – South Asia at Publicis Worldwide said, “This is Beer Shampoo Part Do – the sequel. It stars the epitome of manly man-ness, the peak of the pinnacle of male perkiness; Rockland Steel. He became quite a hit with the people in his debut. In this go-around we see the softer side of the man, as he waxes eloquent about what man hair feels like with his own style of poetry, which admittedly veers more towards cheesy than Shakesparean (I doubt if he can spell Shakesparean). Armed with a pan flute that magically transports you from place to place, he drops hair wisdom that is as golden as, well, his outfit.”

     

  • The TVC created by Soho Square will air across channels in nine different languages

    That’s my ride, affirms Honda Mobilio in new TVC

    Honda Cars India Limited (HCIL) unveiled a new ad campaign titled ‘That’s My Ride’ for new model Honda Mobilio. The new Honda Mobilio marks an evolution in the MPV segment by offering a unique combination of sporty exterior styling along with space, comfort and utility in just the right size to suit the needs of Indian families. Honda Mobilio, HCIL’s maiden entry into the MPV segment in India will be available in both Diesel and Petrol fuel options.

     

    The TVC created by Soho Square will start airing across channels in nine different languages.

     

    The objective of the ad campaign was to announce the arrival of the new 7-seater while keeping the focus on its rational as well as emotional benefits for the entire family. The film opens on a family which is a modern-day joint family of seven people. The family approaches its new car, the Honda Mobilio and breaks into a rap battle. The TVC depicts the idea of a perfect utility car for the entire family through this family rap battle. The grandparents, the kids, the mom are locked in a rap battle, trying to prove that the car was bought for them and no one else. The kids argue that their father loves them the most and hence bought the car for them. The car takes them places- be it vacations, game, park or school. At the end of their argument, each of them call the Honda Mobilio, “my ride”.

     

    Jnaneswar Sen, Sr. VP – Marketing & Sales, Honda Cars India Ltd said, “The Mobilio is essentially a family vehicle and requirements of each occupant have been taken care of while developing the Mobilio. The car has a very progressive style and also delivers all the rational features to drive the family around with all the comfort. Honda Mobilio is a car for the Man and the Family -“ApneLiye, ApnoKeLiye.” We are sure that the new Honda Mobilio will further strengthen the bond with our esteemed customers. The launch campaign “That’s My Ride” will specifically appeal to the family people.”

     

  • The campaign focuses on imparting education through television

    TV is good for kids, says Tata Sky in new TVC

    Tata Sky has launched its latest ad campaign ‘Ab Bachchey Seekhein TV se’ (Kids learn with television). The ad is set out to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children gain beyond bookish knowledge.

     

    The campaign is targeted primarily at the parents with children between ages 6 to 12 years, trying to break the myth most Indian parents have on ‘television is only mindless viewing for kids’. One of the three ad films features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly the other two ads have two kinder garden aged girls quizzing the audience on facts about ‘rhyming words to orange’ or ‘how to escape a leopard’ that catch you by surprise and leaves you with a smile. All the three ad films deliver the overarching message -Television is good!

     

     

    Vikram Mehra

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Kids today are smart, not just studious. Give them the right content in an interesting package and see them absorb the knowledge at lightning speed. Over the last few years, Tata Sky’s pioneering efforts in ‘education through television’ with interactive (Actve) services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be.”

     

     

    Abhijit Avasthi

    Elaborating on the ad campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, “If you ask any parent they would say that television and education are like chalk and cheese, rather most will insist that television gets in the way of education. But what we found out in research was quite the contrary. Parents are starting to recognize that there is enough wholesome content on television to supplement their kid’s academic learning, more so in smaller cities where there are very few avenues to give kids holistic education, television plays a role to provide that. Our campaign, ‘Kitna kuch seekh saktein hai bacche TV se’ features kids flaunting the interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer.”

     

  • The top 6 participants will be offered a PPI and the winning Maverick will get his MBA tuition fee completely sponsored by RB

    8th edition of RB Mavericks takes off

    By a correspondent

     

    Leading consumer health and hygiene company, RB has announced the launch of RB Mavericks – the 8th Annual Marketing Case Study Challenge in a new avatar. Successfully identifying and rewarding the sharpest minds across top B-Schools in the country for seven consecutive years, RB is back to challenge the young turks and offer them a real life business challenge on Durex, the global leader in sexual wellbeing category. The top 6 participants this year will be offered a PPI and the winning Maverick will have a once in a lifetime opportunity to get his MBA tuition fee completely sponsored by RB.

     

    RB Mavericks is the Annual Marketing Case Study Competition which aims to identify the game changer who can redefine the norms in marketing and has the ability to provide solutions with his creative thinking. With an increasing focus on digital medium across RB brands, the mode of entry and shortlisting this year will also be also be driven primarily on the digital medium. The details of the case study are available on the website and the last date to submit entries is 28th August, 2014.

     

    The top 20 entries will move into a unique on-ground boot camp where various aspects of their personality and capability will be put to test. Only the best 6 Mavericks from this round will make it to the grand finale to fight for the coveted title.

     

    Commenting on the announcement, Nitish Kapoor, General Manager at RB India said, “At RB, we pay a lot of emphasis on shaping our talent for future growth. The last seven editions of the case study competition has generated a lot of excitement amongst students and have attracted the brightest and smartest brains from leading B-Schools across the country. With RB Mavericks, we are looking for the next generation of game changer who can mesmerize us with their creative ideas. The winner will not only have the MBA tuition fee sponsored by RB, but will also get an opportunity to secure a truly global career.”

     

  • Introduces new design unit as part of its brand identity

    Airtel unveils ‘The Smartphone Network’ ad campaign

    Bharti Airtel has launched its ‘The Smartphone Network’ (TSN) advertising campaign.

     

    The new campaign by Airtel rides on the surge in adoption of data services led by increasing penetration of smartphones across India. “Data is clearly driving the next phase of telecom revolution across the globe. In recognition of this phenomenon, we at Airtel have made significant technology and network investments to ensure we deliver the best data experience for smartphone users in India. ‘The Smartphone Network’ campaign by Airtel drives this very message in a manner that is intrinsic with our brand positioning”, said Mohit Beotra, Chief Brand Officer – Bharti Airtel (India).

     

    In line with brand Airtel’s larger positioning around enabling relationships – the campaign’s television commercial (TVC) is a thematic film with a contemporary take on the role that smartphones and data networks are playing in bringing millions of data savvy Indians closer to one another. “From ‘Express Yourself’ to ‘Har Friend Zaroori Hai, Yaar‘ – enabling magical relationships have always been at the very core of Airtel’s brand values. Our all new campaign strengthens Airtel’s legacy of identifying fresh and relevant insights around relationships – and is a contemporary take on this very theme”, added Beotra. Supporting the main TVC, a set of short commercials emphasizing the strengths of the Airtel data network (across parameters like faster video streaming, longer battery life etc.) will also be aired.

     

    Designed and developed by Taproot, the TVC will run on all national TV channels, and also have a strong presence in the digital world. The campaign will be supported by a strong presence on static media, including outdoor and retail.

     

  • The brief given to Ogilvy was to bring alive the two key propositions of everybody wins and higher recharge

    Everybody wins with Vodafone’s new offer

    Ogilvy India has unveiled a new campaign for Vodafone India – a nationwide promotional activity where every customer is assured of a win. ‘Everybody Wins with Vodafone’ campaign was unveiled a few days ago with the objective to drive awareness on the two propositions on the prepaid voice promo offer.

     

    The brief given to Ogilvy was to bring alive the two key propositions of everybody wins and higher recharge – bigger prize so as to establish that Vodafone offers more (extra benefits) for every recharge. The key consideration while delivering the campaign was to ensure a big announcement feel as the shelf life of promotions in low so customer reach has to be ramped up quickly.

     

    In the first television commercial, a boxing match knockout moment is followed by the referee announcing the winner, raising his arm. But the winner repeats the same with someone else and the chain follows all around the spectators until it finally comes back to the losing guy. Thus demonstrating that there are no losers and in fact everybody is a winner. Much like Vodafone recharge, where anyone who recharges is sure to win.

     

    The second TVC explains further how higher amount recharges will get you bigger prizes. It is established over a local weightlifting championship. One contestant lifts weights and is applauded for his feat. Next contender repeats the task, but with a bigger weights. Both of them stand as winners, posing with their respective trophies, showing how a bigger feat has fetched a bigger trophy.

     

    Both the promo propositions are embedded in very simple stories such to drive message delivery. The campaign will be supported with a 360 campaign across mediums like TV, Print, OOH and Digital.

     

  • Alia Bhatt is the new face of the brand and the TVC portrays her in her fun loving, confident and adventurous avatar

    FCB Ulka conceptualises new TVC for Hero Pleasure

    Hero MotoCorp has unveiled its latest TV commercial for Pleasure, the 100cc, light and zippy scooter. The commercial has been conceptualized by FCB Ulka, and features new sensation Alia Bhatt.

     

    Hero had led the way a few years back to establish the scooter category for women with Pleasure and it has managed to carry forward its strength consistently through thought provoking advertising over the years.

     

    The ‘Why should boys have all the fun’ platform with this new campaign takes a leap further where the scooter is not just a commute or enabler of fun but it is the fun. The television comes from the thought when it comes to enjoying the thrill of riding, why should boys have all the fun.

     

    Alia Bhatt is the new face of the brand and the TVC portrays her in her fun loving, confident, adventurous avatar which matches with the personality of the scooter as well. The TVC shows her enjoying her time with her partner, the pleasure scooter in the lovely locales of Kulu Manali.

     

    Vasudha Misra, Senior Creative Director, FCB Ulka Delhi, said, “Hero Pleasure is all about putting girls on an even keel with boys. From being a vehicle that helps women ‘go places’ we wanted to evolve it into a vehicle of pleasure. Hence, the idea of why should guys be the only ones to ride purely for the fun of it. Also, the role of music was extremely important in the concept. Indian rap has, fairly or unfairly, got a misogynistic image. So we purposely used rap, and a light-hearted banter between a guy and girl, to drive home to message.”

     

    Sharad Mathur, Vice President, FCB Ulka Delhi, said, “The TVC is aimed at breaking the stereotypes in the Indian society about girls not able to go out and live life as boys do. The communication showcases the protagonist enjoying the thrill of riding the all the new Hero Pleasure, lending credence to the brand philosophy that the young girl of today can go out and have fun just the way she wants and how she wants. Hero Pleasure is the scooter of the young confident girl of today who believes in fun, mischief and independence. And Alia Bhatt, the youth icon, captures this attitude perfectly. Her charm, vibrancy and naughty but nice image brings alive the proposition of the brand – Why should boys have all the fun?”

     

  • The TVC provides a fresh take on gifting and explores new jewellery buying trends

    Make everyday a day of love, urges Bluestone through new TVC

    Leading online jeweller brand Bluestone.com has announced the launch of its new TVC starring VJ-turned-anchor Yudhisthir and actress Ira Dubey. The TVC explores the modern day relationships and how couples steal time for each other. Celebrating love and reinforcing the fact that there is no special occasion to buy jewellery, the new ad makes a dramatic departure from the way jewellery brands typically communicate in India.

     

    The latest ad from Bluestone.com provides a refreshing peek into changing dynamics of the modern day relationships. The campaign aims to break free of the perception that jewellery can be bought only on special occasions like marriages or festivals and reinforces the fact that young couples today are willing to create more occasions that they choose to celebrate by buying jewellery. While buying jewellery used to be typically a woman’s domain, with the ease of online shopping and a variety of options offered by Bluestone.com, now men too can participate in the act of choosing and buying.

     

    Speaking about the campaign, Gaurav Singh Kushwaha, CEO, Founder, Bluestone.com said, “Bluestone is looking to change the way jewellery is being purchased and has been pushing a lot of innovations in the industry. The new TVC establishes our intent to make the entire act of jewellery purchase into a memorable and romantic experience for couples. A lot of exciting innovations are being lined up which will be announced in the coming weeks.”

     

    Sharing his experience of shooting the campaign, Anil Thomas, NCD of McCann Erickson said, “When Gaurav and the marketing team briefed me I was very excited. They wanted to portray real and spontaneous relationships; hopeful and optimistic. After I wrote the script they said ‘Why don’t you direct the film” and that was the icing on the cake.”

     

  • The campaign has been conceptualised based on the insight that the young don't believe in half-measures; they will either go for broke or give it all up

    Jockey takes ‘The best or nothing’ route with new TVC

    By A Correspondent

     

    Innerwear brand Jockey has released a new campaign targeted towards the youth. The campaign has been conceptualised based on the insight that the young don’t believe in half-measures; they will either go for broke or give it all up.

     

    The TVC depicts a young man who spots a bunch of youngsters in a dance studio and is inspired to dance. Over the next few days he gets more and more consumed by his passion, as he works his way through his own inhibitions and setbacks. Finally, at a club, he is faced with a moment where he can either step up or sit down.

     

    Cariappa, Senior General Manager – Sales and Marketing, Page Industries shared: “The core philosophy of brand Jockey is ‘the best or nothing’. We live by this philosophy in whatever we do, right from product design to quality control. The youth of today resonates with this same philosophy and will not settle for anything which is second to the very best. We believe our three brand films will connect with our audience and inspire them to live by these emotions and aspirations.”

     

    Commenting on the creative thought process, Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi said: “It was amazing that so many people, who are so passionate about what they do, came together for this project, from across the world. From the client, to the director, to the production, to the crew, to the performers, to the composers, to the post-production guys; it has been the most strange and interesting motley of people. It is incredible that a theme like this found people who actually believed in giving it their all. I hope that honesty of purpose comes through in the films.”

     

  • Leading youth skincare brand launches its 'See the Real Me' campaign

    New Clean & Clear campaign inspires teens to reveal true self

    By A Correspondent

     

    Leading youth skincare brand, Clean & Clear, has released its new TVC which inspires teenage girls not to let their appearance and physical imperfections define them but instead to feel confident and assert their real talents and abilities. The latest TVC is a natural extension for the youth brand that has always played the role of a trusted friend that enables positive teen confidence.

     

    The brand that has been closely associated with ‘best friends’ who positively support each other is now using its strong relationship with teenage girls across the country to inspire them to celebrate what makes them different and is asking them to inspire each other to join the movement.

     

    The brand’s new philosophy of ‘See the Real Me’ stems from the insight that most teenage girls want to be loved and accepted for who they are but are afraid of being judged by others, especially because of their appearance. Based on insights from teenage girls in India, the TVC aptly addresses the issue of how teenagers very often get associated with nicknames that reflect their perceived image and not their actual talents. Through the new campaign Clean & Clear wants to inspire teenage girls to find the courage to look beyond the ‘name-calling’ and to embrace their uniqueness by celebrating their real achievements and capabilities with small acts of courage.

     

    According to Ganesh Bangalore, General Manager – Marketing at Johnson & Johnson India, “Clean & Clear fundamentally believes that every young girl has innate potential which makes her unique and special. All she needs is a little courage to dazzle people with her true abilities and inspire other girls around her.”

     

    The ‘See the Real Me’ campaign is being promoted on a global scale and the new TVC is the first step in disseminating the new message in India. After its huge and ongoing success in the US market, the campaign has been suitably adapted to address the issue of ‘name-calling’, which is prevalent amongst Indian teenagers.

     

    The 30-second creative ad features young girls talking about the nicknames they are given because of their appearance, such as oily skin or pimples, but then find the courage to show their real talents with Clean & Clear’s help. Developed by DDB Mudra Group India, the ad captures the essence of the campaign perfectly by featuring everyday girls who speak confidently about themselves. Instead of using trained actors and models, for the first time the agency has street-cast girls for an ad campaign to add what actors can’t – authenticity and spontaneity.