MxMIndia

Category: MARKETING

  • The brand builds the brand connect with emphasis on little moments of happiness

    Somany Ceramics’ new campaign focuses on brand promotion

    By A Correspondent

     

    Somany Ceramics has unveiled a new campaign that speaks a lot more than just its range of product portfolio. The brand builds the brand connect with emphasis on little moments of happiness in one’s daily lives and leverages the overall brand image of Somany Ceramics, which believes in keeping customer satisfaction at the forefront.

     

    This film is an emotional take on how shining, elegant tiles not only enhance the ambience of a home, but also elevate the mood of the household. Almost unknowingly, they become an inseparable part of our traditions and our day-to-day lives, adding a sparkle of joy, bonding and love to the moments they touch.

     

    Charu Malhotra, DGM – Somany Ceramics Ltd. said, “In a market dominated by cut-throat competition and ever-changing customer needs, the ability of a brand to evolve and rise above the rest sets it apart. Somany has emerged as a leader in the tile industry with focus on design and innovation. The company believes in delivering products that have better designs, better features, better technology and a better range. Tiles being synonymous with gloss draw attention and are sure to compliment any decor. With this thought in mind we came up with “Zindagi Ko Chamakne Do” TVC and created different real life experiences triggering emotions with due focus on tiles witnessing these sheer moments of joy.”

     

    Sammy Ghai, Creative Director, R K Swamy BBDO, Delhi said, “ZindagiKoChamakne Do’ TVC is a celebration of the moments of joy that catch us unaware. The four walls and the floor beneath our feet becomes the playground of life where these moments find us. And the beauty of these tiles makes the experience add that sparkle in our lives.”

     

    Sunil Kukreti – Senior Partner, R K Swamy BBDO, Delhi said, “Tiles add vibrancy and shine to our homes. We wanted to associate the brand Somany with this sparkle and vibrancy in our lives while layering the TVC with rich emotional undertones.”

     

  • The campaign created by Linen Lintas takes a look into the life of a cancer survivor and the many odds the person faces during this trying phase

    Linen Lintas scripts an emotional tale with #BraveandBeautiful for Dabur Vatika

    By A Correspondent

     

    In its attempt to salute the undying spirit of fighters from Cancer, Dabur Vatika has launched an emotional ad campaign titled #BraveandBeautiful. The campaign, that has been created by Linen Lintas, takes a look into the life of a cancer survivor and the many odds that the person is faced with during this trying phase of their journey.

     

    As is known, Cancer is one of the leading causes of all deaths in the world, including India. According to estimates, there are nearly three million patients suffering from the disease in India. According to numbers available from World Health Organization, about 500,000 people die of Cancer annually in the country and that number is expected to rise by 40 per cent by 2015.

     

    Sharing his thoughts on the insight behind the campaign, Dabur India Ltd Chief Marketing Officer, Krishan Kumar Chutani said: “Vatika, as a brand, has always stood for ‘Woman of substance’. Who else could be more ‘brave and beautiful’ than a woman who has defeated this dreaded disease and embraced life. Brands have always talked about how hair makes a woman beautiful and most brands often talk about hair fashion, style, strength etc. But the hard fact is that a lot of women, who have undergone chemotherapy, do not just lose hair but also end up with erosion in self-esteem. It takes a great deal of confidence and inner strength to face the world all over again. This campaign seeks to identify and present stories of such brave women who can inspire millions more who are fighting this dreadful disease today. It conveys that ‘Beauty is not skin deep’.”

     

    The short film shows a young mother – a Cancer survivor, who is trying to get her life back to normal against trying circumstances. Not an easy thing to achieve given that she has lost her hair on account of the grueling chemotherapy sessions and medicines that have taken a toll on her health. With a new journey to be undertaken, she is not confident enough of how the world will receive her in her changed avatar. With her husband and family serving as a strong support system, she musters the courage to resume work in her office. Although a bit nervous at first, she is surprised to see the warmth and approach with which her colleagues reach out to her. Almost instantly she settles into her professional work life with the belief that her friends and society will accept her in whatever form as she has emerged a true ‘survivor’.

     

    Jaideep Mahajan

    Sharing his thoughts on the creative route taken for the film, Jaideep Mahajan, ECD, Linen Lintas said, “The campaign is path-breaking in the sense that for the first time a brand is talking not about the ordeal of Cancer but about the reboot of life post that. It’s not about one’s fight with the disease but with yourself when you have already defeated your biggest enemy. The biggest connect between the brand and the cause is ‘hair’, or actually the absence of them. #BraveandBeautiful aptly captures the core thought of the campaign and does the task of getting the brand and the cause on the same platform.”

     

    Pranav Harihar

    Pranav Harihar, Group Creative Director, Linen Lintas and the writer of the campaign, elaborates, “In the history of Indian hair advertising, this is the boldest take that any hair brand has taken so far. For a hair brand, it takes guts to say ‘some people don’t need hair to look beautiful’. It’s almost like a reverse connection between the brand and the cause. And it’s a very strong connect and not just another CSR activity where a brand just signs off without any relevance with the cause.”

     

    The film shows the journey of a cancer survivor in a good manner through a song called, ‘Tu faulad, Tu phool’ that has been sung by celebrity singer/composer Salim Merchant with music directed by Haneef and Lyrics written by Pranav Harihar.

     

     

  • While Mr Welde will head the Media Strategy jury, Mr Murty will preside over the Digital Strategy jury

    Rahul Welde, Jayant Murty, others to head AMES juries

    By A Correspondent

     

    The Asian Marketing Effectiveness & Strategy Awards, Asia Pacific’s premier awards honouring outstanding marketing strategies that deliver real business results, has  announced its jury presidents for 2015.

     

    James Thompson, Global Managing Director, Diageo Reserve, will chair the Effectiveness jury. James leads the luxury business for Diageo from his base in Singapore and has been with the  company since 1994 in a variety of roles and locations. James is a strong advocate of the impact creativity can have on businesses, and of the opportunities businesses offer people to create legacies and transformation. He believes that a combination of rigour and flair is a vital recipe for commercial success.

     

    Commenting on his appointment, James says, “I am delighted to be chairing the jury for the Effectiveness category. It is a great opportunity to celebrate and acknowledge leading quality work and to learn from it.”

     

    Leading the Media Strategy jury will be Rahul Welde, Vice President of Media at Unilever. He is responsible for driving the media and communication agenda through a network of agencies and partners in the region. He has played a pivotal role in driving digital in the region through key strategic partnerships with global and regional players. Rahul is a strong advocate of non-traditional thinking and a number of projects under his stewardship have received wide acclaim and recognition.

     

    About his role, he comments, “The AMES Awards are leading awards that recognise great work in Asia. Media strategy and execution play an increasingly important role in the dynamic landscape. By far, this has a strong bearing on the results for any campaign, with brands and agencies continuously pushing the boundaries. I look forward to exciting cases many of which will have breakthrough thinking and innovative executions. The AMES Awards are a great opportunity to the industry to learn, celebrate and grow together.”

     

    Jayant Murty, Director of Strategy, Media and Integrated Marketing, Intel, will preside over the Digital Strategy jury. Jayant has over 20 years of experience in marketing and general management across the region. In his current role he drives strategy and manages all aspects of the brand and marketing for Intel’s Asia Pacific region including Advertising and Media. He has built a reputation for challenging the status quo and is a regular speaker on innovation and creativity.

     

    Jayant said, “In a few short years from now we may never use the word ‘Digital’ as it may be the most dominant way if not the only way to interact with objects, experiences, systems and brands. I  am honoured to be the jury president for Digital Strategy. My colleagues in the industry do amazing work and I am delighted to have the opportunity to look at all of it along with the other awesome panellists.”

     

    Dr. Elaine Rodrigo, Global Director, Consumer Insights & Strategy of Mondelēz International takes the helm of the Data & Analytics jury, which will also judge entries in seven new categories that have a specific focus on e-Commerce. Elaine is currently responsible for insights across all markets including North America, Europe, and Developing markets with a particular focus on Brazil, Russia, India and China. Prior to this role, she led the Mondelēz International (formerly Kraft Foods) regional Consumer Insights function in Asia Pacific across 14 countries, covering both developing and developed markets across Asia and ANZ.

     

    Commenting on her position as jury president, Elaine says, ““I’m thrilled to serve as jury president  again in 2015. 2014 was the inaugural year for the Data & Analytics category, and my jury panel  was most impressed with the quality of the entries submitted. Big Data, and the area of analytics in the media space are topics on many companies’ minds these days. The areas of ROI measurement,  digital and mobile are of particular interest. I hope to see even more entries in 2015, and look forward to hearing about new innovative approaches from our entrants.”

     

    Andrea Hayes, Festivals Director, says, “We are privileged to have four of Asia Pacific’s most influential marketing leaders as our jury presidents. The AMES Awards set the benchmark for marketing effectiveness in the region and we look forward to learning the results from the jury deliberations as they award the work that has delivered tangible business success to brands.

     

    Entries into the AMES Awards are being accepted until Friday 6 March. Submissions can be made through the website www.ames.asia, where further details of rules and fees can also be found.

     

  • The campaign uses the thought of "Befikar, Umar Bhar" to highlight the core product benefit of protection till 100 years of age

    IDBI unveils new campaign promoting Lifesurance WLP

    By A Correspondent

     

    IDBI Federal Life Insurance has launched its latest advertising campaign for its flagship product Lifesurance Whole Life Plan. The campaign uses the thought of “Befikar, Umar Bhar” to highlight the core product benefit of protection till 100 years of age.

     

    Consumers, who buy life insurance for the dual benefit of protection and savings, usually expect a lump sum payout to fulfil the dreams they have for their families and themselves. When it comes to protection, it is common place to buy life insurance to financially protect one’s loved ones only during the working years of one’s life. What most individuals miss seeing is the financial stress that their absence will put on their loved ones, even after their working lives. With life spans increasing significantly, having adequate protection throughout the lifetime is not only meaningful but also essential. This is where whole life plans come to the picture.

     

    Kawal Shoor, Head of Planning, Ogilvy Mumbai said, “IDBI Federal wanted us to help them take the lead in positioning insurance on its true purpose – beyond savings, beyond investments – as an instrument that provides material and some emotional security. What makes the offering special is its simplicity – one policy that covers needs at various life stages, and continues to provide cover till the age of 100. We can all now live longer. Carefree lifelong was a promise we wanted to bring alive, and hopefully our work has done that.”

     

    IDBI Federal’s new campaign takes the help of humour to explain different roles that a whole life plan may play as part of the consumers’ overall financial plan. The campaign portrays a 35 year old Mukesh in conversation with an IDBI Federal representative. During the interaction, we also see the 50 year old and the 70 year old Mukesh come in with their points of view. Each Mukesh is at a different life stage with a different dilemma about his future and a distinct need. The IDBI Federal representative answers their concerns and explains how the policy will take care of Mukesh and his family throughout his life.

     

    In the life insurance category in India, this particular approach has never been attempted in the treatment of a TVC, wherein multiple roles are used to depict different life stages. The execution needed significant planning and precision to get the sequencing of events right while shooting the TVC. The TVC seeks to make IDBI Federal Lifesurance Whole Life Plan stand out in the maze of insurance products and simplify product understanding for the consumers.

     

    Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal said, “IDBI Federal Lifesurance Whole Life Insurance plan is our flagship product. With increasing life spans, this product works well to effectively address the long term financial needs of the Indian consumer. In a category, where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple yet interesting way, keeping in line with our humorous approach that has worked really well for us in the past. The two key challenges for us were to bring out the key benefits of a whole life plan within the limited duration of a TV commercial and yet ensure that the same stands out in the clutter of financial services advertising. Our TV commercial with its unique treatment hopefully overcomes both these challenges with simple, yet effective storytelling.”

     

  • There is no incumbent agency on the account

    DDB Mudra North wins creative mandate for Pan Bahar

    By A Correspondent

     

    DDB Mudra North has won the creative mandate for Pan Bahar, post a multi-agency pitch which included majority of the leading advertising agencies. There is no incumbent agency on the account.

     

    Pan Bahar has a strong foothold amongst the consumers, with products like Pan Bahar, Pan Bahar Crystal, Bahar, Begum, Dilruba, Wah and Natkhat. Each of their products is manufactured with expertise, in order to present their exclusive offerings to the ever-growing customer base.

     

    On the eve of this partnership, Akhil Jain, CEO, Pan Bahar, said, “We look forward to a fruitful, enduring legacy between Pan Bahar and DDB Mudra North. Our brand has been around for fifty years and we are excited to see what DDB Mudra North, a giant among advertising agencies, has in store for us.”

     

    Sambit Mohanty

    On winning the account, Sambit Mohanty, Creative Head, DDB Mudra North, said, “Pan Bahar is a brand that literally invented the pan masala category. It feels great that they have reposed confidence in us for the road ahead. It’s a big responsibility and we look forward to creating some really memorable communication.”

     

  • Gillette Venus has launched the "Use Your And" campaign to inspire women and girls to stand-up against one-dimensional labels

    Gillette Venus survey unveils interesting facets on women

     

     

    A new global survey by Gillette Venus reveals that most women around the world (70 per cent) have felt labeled by others. Those labels can be assigned as young as 10 years old and nearly half of those surveyed say those labels have had a negative effect on their lives (43 per cent). Despite the advances of women in the work place and home, the survey shows that girls still feel being labeled affects their self-perception and life choices.

     

    In response, Gillette Venus has launched the “Use Your And” campaign to inspire women and girls to stand-up against one-dimensional labels, encouraging them to #UseYourAnd and unleash the innate potential inside all women.

     

    As part of the campaign, Gillette Venus is releasing the new ‘And Stand’ video to spark a global conversation and inspire women to use their ANDs – all of the qualities, attributes and characteristics that make a woman who she is. The video features real women telling personal stories of lost potential stemming from labels, set against a re-mastered recording of the iconic ‘She’s Got It’ song.

     

    “We created this campaign based on what we were hearing from women. They feel that beauty brands tend to focus only on singular dimensions of women – either Super Model or Super Mom – when, in fact, most women are a fabulous mix of everything in between,” said Charlene Patten, Gillette Venus Global Brand Franchise Leader. “Women are limited by one-dimensional labels from a very young age, which leads to significant loss of potential. For example, if she’s labeled pretty, it is assumed she can’t be smart so she behaves accordingly. At Gillette Venus, we believe that all women have the right to achieve their full potential by embracing their ‘ANDs’ and not be limited by any ‘Ors’” said Patten.

     

    Gillette Venus is partnering with Claudia Chan, Founder of S.H.E. Summit Global Conference & Women’s Empowerment Expert, to educate women in identifying their stereotypical labels and support them to use their ANDs. Claudia’s expertise lies in making empowerment and mentorship available to all women with the belief that if women realize their potential, they will change the world.

     

    Through the “Use Your And” campaign, Gillette Venus invites women and girls to recognize their potential and embrace their unique and extraordinary qualities. Several social media executions will enable women to share stories on how they #UseYourAnd and the way they stand against labels that limit their potential to inspire others across the globe.

     

    Key Survey Findings

    The Global Labels Survey conducted by Wakefield Research for Gillette Venus also uncovered:

     

    :: Labeling/Stereotyping starts young and in school: The majority of women (70 per cent) surveyed around the world first felt constrained by stereotypes or labels as early as 10 years old, reporting their classmates as the top group of people (67 per cent) who have given them a label

     

    :: Women who’ve been labeled before more frequently label others: More women frequently label others who have been labeled themselves (62 per cent) vs. women who have never been labeled (34 per cent)

     

  • Milano Minis is targeted towards the contemporary youth who live their life on the go

    Parle unveils new TVC for Milano Minis

    By A Correspondent

     

    Parle Products Pvt. Ltd. has launched yet another innovation under its Milano franchisee – Minis. Milano Minis is targeted towards the contemporary youth who live their life on the go.

     

    Milano is a pioneer brand in the premium cookie category in India. With the launch of Minis, the company is looking to expand the avenues for the niche brand (Milano). The company aims at coming up with an innovation which will make the cookies more accessible to the youth. Minis are bite sized premium cookies which come in convenient ‘on the go’ packs.

     

    “The best way to strike a chord with the youth is to be a part of their lives. Hence, the concept – ‘A day in the life of the consumer (the young and the happening)’. The TVC showcases how Milano Minis, fits beautifully in the lives of youngsters,” remarked Shalin Desai, Deputy Marketing Manager, Parle Products.

     

    “We wanted something which was new to the category. The unique treatment of Stop-Motion fits the bill. Angela Kohler and Ithyle Griffiths have done a fabulous job yet again. The entire TVC was shot in front of a green screen and the world of a college student was brought alive via detailed illustrations,” mentioned Samir Chonkar, Executive Creative Director, Everest Brand Solutions.

     

  • The film showcases a kid who won't stop at anything while he chases his dream

    O&M unveils new campaign for KFC’s new offering Flaming Crunch

    By A Correspondent

     

    KFC has launched an ad film that showcases their new offering Flaming Crunch. The film has been conceptualised by Ogilvy & Mather

     

    The film showcases a kid who won’t stop at anything while he chases his dream. It is an ode to all those who have passion for something and they don’t stop pursuing their passion because of the obstacles that they face, while chasing their dreams. It talks about the “Fire in the belly” that keeps people like these going. The creative expression i.e. ‘feed your fire’ captures the spirit and also connects back to the product.

     

    The film encapsulates the journey of the kid who was a basketball star in his school and along the way he finds himself in uncharted waters while being benched. In the end he re-gains lost ground by overcoming the challenges that were thrown at him.

     

    Dhruv Kaul, CMO, KFC India said, “With this campaign the intent was to go back to the core and build flavour innovation that is in line with evolving consumer trends. Made from the hottest (ghost pepper) naturally grown chilli of the world, Flaming Crunch is a product that ignites your taste buds and fires your passion!”

     

    Kapil Arora, President – North, Ogilvy & Mather quoted, “The new KFC ‘Flaming Crunch’ is the result of great tasting KFC chicken meeting the hottest natural chilli known to man. We were tasked not just to highlight the unique, fiery nature of the product, but also relate it to the lives of today’s youth. The resultant creative expression i.e. ‘feed your fire’ and communication do just that – talking to youth characterised by a fire in the belly; to those who don’t stop till they get to their goal.”

     

  • Shine.com has introduced a new friend for all seasons – a young working professional who happens to be a mouse

    DDB MudraMax-OOH unveils Mr. M for Shine.com’s latest campaign

    By A Correspondent

     

    In their latest 360 degree campaign called ‘Kaam ka Dost’, Shine.com has introduced a new friend for all seasons – a young working professional who happens to be a mouse. The brand has unveiled a television, online and print campaign featuring Mr. M.

     

    The objective was to reinforce Shine.com’s positioning of being ‘Kaam ka Dost’. DDB MudraMax-Outdoor was briefed to reach out to the corporate audience and to create a recall value for the brand. The challenge was to create on ground visibility for Mr. M and engage with the target group – working professionals.

     

    The core idea was to create an impact in the corporate hubs where the target audience, working professionals, can directly interact with the brand. Thus, DDB MudraMax-Outdoor churned out an idea where the notice ability of the character and engagement would be high.

     

    Diptakirti Chaudhuri
    Mandeep Malhotra

    Diptakirti Chaudhuri, Head – Marketing, Digital Business of HT Media said, “The basic idea of creating a huge replica of our mascot Mr. M was exciting but the biggest challenge was to create something that was very close to the original TVC character. After several rounds of iterations, the agency came with a version that we were really happy with. Mr. M being a cool character, we wanted to be in a ‘cool place’ and DDB MudraMax did a great job of identifying the perfect location in Cyberhub. With a great replica and a great location, Mr. M is now the newest selfie spot in town!”

     

    Mandeep Malhotra, President, DDB MudraMax quoted, “The joy of setting new benchmarks is of matter of pride for us at MudraMax. The team was super thrilled to work on the brief with the enthusiasm encouraged by the client team at Shine.com. A larger than life piece of art like Mr. M opens a prospect of not only opportunity to See (OTS) for the brand but also generates an opportunity to be part of various social updates. Also, it generated a great ‘Opportunity to forward’.”

     

  • The anthem is all about being committed to the game and not stopping even after winning

    Boost unveils new anthem to cheer cricket champions

    By A Correspondent

     

    GSK Consumer Healthcare’s health food drink Boost has launched a new anthem to cheer heroes. Composed and sung by music director GV Prakash, “Hey Champion, Stay Champion” is an initiative to encourage and show support to Dhoni and Virat as they gear up for the upcoming cricket season.

     

    Boost believes that while becoming a champion is tough, staying a champion is even tougher. Staying a champion requires more determination, more practice and thus more stamina to endure the journey. The anthem is all about being committed to the game and not stopping even after winning. With creative thought by Romit Nair (JWT) and lyrics penned by GV Prakash, the song exhilarates passion and urges our cricket heroes to bring back the glory. It motivates people to come together and cheer for them.

     

    Jayant Singh, EVP Marketing, GSK Consumer Healthcare India said, “We all love and worship cricket in India. The Boost anthem is our way of cheering our heroes and letting them know that we stand by them. Boost has always been about fuelling the spirit to win and the Hey Champion, Stay Champion campaign is a celebration of the winning spirit of our cricket heroes. We invite all cricket enthusiasts to join in and cheer our heroes this cricket season.”

     

    “Launching anything with the cricket fever around is not only tough but also very expensive. With a host of brands all trying to occupy this space, our best bet was to give something that is hummable and cheer-worthy, what better than an Anthem. It should not only beat the clutter, but also enhance the association of Boost with its core proposition”, says Shan Jain Principal Partner, GSK Mindshare.

     

  • HSIL is the first company in the Building Materials Industry to be awarded the prestigious ISO 9001, 14001 and OHSAS 18001 certificate

    Hindware appoints Vizeum to handle media duties

    By A Correspondent

     

    Vizeum India has been appointed the media AoR for Hindustan Sanitaryware & Industries Limited (HSIL).

     

    Hindware is a household name today and HSIL is the first company in the Building Materials Industry to be awarded the prestigious ISO 9001, 14001 and OHSAS 18001 certificate, awarding effective quality management and environment systems.

     

    Speaking of the appointment, Krishnamurthy, VP, Marketing, Hindware said, “We decided to review our media agency relationship considering the very challenging journey we are embarking on. Vizeum was evaluated alongwith others on our key parameters.  Their hunger, passion, knowledge and commitment got them our business.  We look forward to a long and fruitful relationship with Vizeum.”

     

    Commenting on the win, S Yesudas, Managing Director Indian Subcontinent, Vizeum said “We are truly delighted with this assignment. It is a fantastic brand. We are well aware of the challenges at hand as we help HSIL move to the next orbit. We will stay fully committed to overcoming all those challenges. This business will be handled out of our Delhi office.”

     

  • Urban Ladder is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital

    Lowe Lintas Bangalore wins Urban Ladder business

    By A Correspondent

     

    Online furniture company Urban Ladder has appointed Lowe Lintas Bangalore to handle its creative mandate in India. Lowe Lintas Bangalore will assist Urban Ladder in its aim of providing a curated destination for home solutions, to help the Urban Indian build well-furnished, beautiful homes.

     

    With over 1000 products and 25 categories such as wardrobes, sofas, beds, dining tables, storage shelves etc., Urban Ladder is India’s leading online furniture company. At present, Urban Ladder has a strong network in seven cities in India including Bangalore, Mumbai, Delhi/NCR, Chennai, Pune, Hyderabad and Ahmedabad and this number is expected to grow to 25-30 cities by 2016.

     

    Rajiv Srivatsa
    GV Krishnan

    Sharing his views on appointing Lowe Lintas as its partner agency, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Over the past two years, we’ve put in a lot of effort into designing perfect pieces of furniture for many homes across India. We are excited to creatively communicate our design philosophy and vision of making millions of Indian homes beautiful to a larger audience with Lowe Lintas.”

     

    Expressing his sentiments, GV Krishnan, Executive Director, Lowe Lintas Bangalore said, “The Indian home and furnishing market is pegged at about $20 billion (Rs 1.2 lakh crore), of which the furniture segment accounts for about half. About 90 per cent of the market is unorganised, and is an attractive opportunity for us to build the category and brand Urban Ladder. We are delighted to partner with Urban Ladder in their ambition to be the leader and both brand and business teams have unanimously endorsed our idea and point of view for us to begin our journey.”

     

    Urban Ladder was launched by co-founders Ashish Goel (CEO) and Rajiv Srivatsa (COO) in July 2012. It is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital. Ratan Tata, Chairman Emeritus of Tata Sons has also made a personal investment in Urban Ladder.