MxMIndia

Category: MARKETING

  • The agency is currently involved in re-crafting the brand's entire online and social media presence

    Eggfirst bags the creative duties of Volkswagen Finance

    By A Correspondent

     

    Volkswagen Finance Pvt. Ltd. (VWFPL) has entrusted its creative duties to Eggfirst India, following a multi-agency pitch. Volkswagen Finance currently supports customers of the Volkswagen Group in India by facilitating delivery of innovative financing and insurance solutions.

     

    Eggfirst presented a focussed strategic approach towards the brand’s online and offline presence that resulted in the win. Dennis Ching (Senior Marketing Manager, Volkswagen Finance) commented, “We were impressed with Eggfirst’s strategies as well as their deep-rooted understanding of the brand and the creative it resulted in. This put the agency a notch above the others involved in the pitch.”

     

    Ashish Banka, Senior V.P., Eggfirst said, “We are extremely proud to partner a brand with a history as immaculate as Volkswagen Finance. We look forward to doing brilliant work for them and making the brand journey a memorable one.”

     

    The agency is currently involved in re-crafting the brand’s entire online and social media presence.

     

  • The film brings alive the pivotal role a man plays in empowering his family to live "Apne dum pe, Sar Uthake"

    Leo Burnett unveils long format ad for HDFC Life

    By A Correspondent

     

    HDFC Life has launched a new brand campaign after a period of five years that highlights how a man is hard to replace in his family’s life not just as a financial provider but for the role he plays in ensuring that the family becomes independent and lives a life of dignity.

     

    As a provider, a man ensures his family’s financial independence during his lifetime and even after. But it is not just money that makes him irreplaceable; it is actually, all those little everyday things he teaches his family that eventually helps them to stand on their own feet. Taking this as a platform to leverage the “Sar utha ke jiyo” story of HDFC Life, Leo Burnett has created a long format ad film.

     

    Directed by renowned filmmaker Vikramaditya Motwane, the film narrates a story of a father who helps his young daughter realize her dream of becoming a dancer. It takes the audience through a passage of ups and downs in the child’s life wherein the father works on instilling self-belief and creating strong emotional and physical confidence in his daughter. The film goes on to show how this girl literally stands on her own feet even when the odds are stacked against her and she emerges victorious – all thanks to her father’s actions that not only made her dream big but led her to achieve it too.

     

    Sanjay Tripathy

    Speaking on the launch, Sanjay Tripathy, Senior EVP – Marketing, Products, Digital & Ecommerce, HDFC Life said, “The ‘Sar Utha Ke Jiyo’ campaign has historically encouraged people to lead their life with dignity. We felt there was now a need to redefine what living with pride and dignity means to people today. We wanted to bring alive the pivotal role a man plays in empowering his family to be self reliant and live with their heads held high in today’s world. The new film communicates this message very well and goes on to substantiate this  vital role using the touching narrative about a father instilling enough confidence in his daughter to help live her dream with joy and dignity.”

     

     

    Raj Deepak Das

    Commenting on the launch, “Raj Deepak Das, Chief Creative Officer, Leo Burnett said, “Sar utha ke jiyo” is a true life lesson every parent teaches their children in their own way. And that is what we did in our story. A simple human and purposeful story, of a father’s way of teaching his daughter to live with pride.”

     

    HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, radio, OOH, DTH, cinema with significant focus on the digital and social media.

     

  • The film shows people coming up with interesting excuses in order to avoid eating boring vegetables

    Everest Brand Solutions unveils new campaign for Catch

    By A Correspondent

     

    The DS Group has released a new campaign for their kitchen spices brand Catch. This is a continuation of the brand campaign themed ‘100 per cent Woman ka Match sirf Catch’ released in end 2013. The film has been conceptualized by Everest Brand Solutions.

     

    This communication extends the brand proposition of ‘100 per cent Indian woman ke masale – Catch masale’ to specific products/blends, more specifically, Catch Sabzi Masala.

     

    The film shows people coming up with interesting excuses in order to avoid eating boring vegetables. The reasons are spontaneous, funny and real. Vidya Balan advises the homemaker to use Catch Sabzi masala to cook the vegetables. As the brand endorser and friend of the Indian woman, she knows every trick in the book and turns the tables in the homemakers’ favor with Catch Sabzi Masala.

     

    O.P. Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd said, “With the launch of our TVC for the new ‘Catch Sabzi Masala’ we have changed our ATL strategy from umbrella branding to product focused communication for the brand ‘Catch’. This new TVC is first in its series. The TVC relates and talks directly to the consumer and is conceptualized in a way so that a common man can relate to them. We are confident that the new Catch TVC is clutter breaking in category advertising, which is generally festivity driven or situation led, and will set new trend in this segment”.

     

    Naveen Saraswat, COO, Everest Brand Solutions, said: “This communication is a major step in furthering the strong connect of brand Catch with the contemporary Indian woman and reinforces the brand proposition – 100% Indian woman ka match, sirf Catch.”

     

    This film shall be supported by a complete 360-degree campaign including print ads, POS, outdoors, engagement plan. etc.

     

  • Milton's audience is the intuitive Indian woman who anticipates her family's unspoken needs and goes about solving them

    O&M unveils new campaign for Milton

    By A Correspondent

     

    O&M Advertising – Mumbai has launched their first ever brand campaign for Hamilton Housewares for their flagship brand Milton.

     

    Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd. said: “It’s a campaign that brings out the unsaid from the customers point of view and reflects on what the brands true inspiration is. This is the DNA of the brand and the company.”

     

    Milton’s audience is the intuitive Indian woman who anticipates her family’s unspoken needs and goes about solving them. The brand offers thoughtful innovations to help her effortlessly navigate the everyday chores. For example, the ‘Oil separator pickle jar’ that helps her family enjoy the pickle without the excess oil or the ‘Crisp Casserole’ that keeps the roti’s moist-free and warm for longer.

     

    Navin Talreja – President, Mumbai & Kolkata, O&M Advertising – Mumbai shared: “Milton communication development has been a fabulous journey of discovery and delight as we have been continuously introduced to their innovative products. Our job was easy. All we had to do was communicate these WOW innovations and get consumers to love them as much as we did.”

     

  • The campaign is a rally cry urging one to live up to one's full potential

    Reebok unveils new campaign ‘Be More Human’

    By A Correspondent

     

    Reebok has unveiled a new campaign – “Be More Human”, continuing with its mission to change how people perceive and experience fitness. “Be More Human” goes beyond a campaign or a tagline and is rather a rally cry urging one to live up to one’s full potential. This unique point of view is embodied in the brand’s new symbol, the Reebok Delta. The three sides represent the physical, mental and social change that comes through living a fitness lifestyle.

     

    In the hyper technology-driven world, Reebok celebrates everyday people who have reconnected to a rugged physicality that allows them them to live much bigger, fuller and less self-focused lives. For these individuals fitness isn’t just a physical activity – it’s something that enhances not only their body, but their entire life. Through fitness they become better parents, better leaders, better teachers, better partners and overall a better, stronger version of themselves.

     

    “Reebok believes that by pushing ourselves to the brink and testing our limitations, we have the power to transform ourselves not only physically but also mentally and socially”, said Matt O’Toole, Reebok Brand President. “By adopting such a lifestyle, you find yourself in a community of people, joined together by a common purpose – to be better versions of themselves. We’re confident that when we push ourselves, we not only transform our bodies, we transform our entire lives.”

     

    The brand film titled “Freak Show”, acknowledges that tough fitness is a lifestyle not always understood. Its methods are intense, demanding and require real commitment. “Freak Show” is a celebration of those who have chosen to be more than they thought they could be through fitness. It is a challenge to those yet to be converted to Be More Human.

     

    Yan Martin, Vice President of Global Brand Communications at Reebok, said, “There’s a new breed of athlete. These are everyday people, and these athletes should also be regarded as role models. For these individuals, the achievement comes from the realization that they are transforming their lives through fitness, and in the process they’re transforming the lives of their communities. We acknowledge and salute these new athletes who challenge themselves daily in search of greater rewards.”

     

  • The campaign personifies strength in self-belief &determination – 'Will of Steel'

    JSW Group banks on ‘Inner Strength’ in new corporate campaign

    By A Correspondent

     

    JSW Group has launched a new television commercial ‘Will of Steel’ as part of a new brand campaign that it has embarked on.

     

    The TVC is based on the life of India’s first ever Gold Medallist female wrestler, GeetaPhogat, who made it to the top, against all odds, and that too in a sport that is typically male dominated and considered extremely unconventional for female athletes.  The central theme of the TVC is ‘inner strength’.

     

    Aptly titled “Will of Steel”, the commercial has been executed by Ogilvy. The TVC celebrates and showcases how human grit, determination and a steely resolve can catapult seemingly ordinary human beings to unparalleled levels of achievement and success.

     

    Commenting on the new TVC, Seshagiri Rao, Joint Managing Director & Group CFO, said, “GeetaPhogat, displayed a rare will of steel and her efforts and life-story are the inspiration for this campaign. By showcasing Geeta’s ‘Will Of Steel’ via a mass media campaign, we hope to inspire and encourage more and more people to overcome challenges in life”.

     

    Geeta comes from a conservative, patriarchal village, Balali in Haryana. The TVC gives a glimpse of her tough journey, how she defied societal norms, busted several myths, fought severe resistance and wrestled her way into success, all because she had the will power to achieve her dreams.

     

    “JSW Group is one of the leading business houses of the country and the will to succeed has kept us at the forefront in the core sectors of the economy and has seen us setting newer benchmarks from time to time. Since we demonstrate ‘Will Of Steel’ in our ideology and in our actions, the concept behind the TVC resonates very well with our corporate ethos.  We hope to encourage more and more people to come forward with their own ‘Will of Steel’ stories”, added Mr. Rao.

     

    Piyush Pandey, Chairman, Ogilvy and Mather, South East Asia said, “I am proud that Ogilvy and Mather is associated with this campaign of JSW Group which captures the spirit and power of the Indian woman. It is a great step in unleashing Indian women from the grip of our male chauvinistic society. This is only the beginning, watch out for more in this campaign.”

     

    The 60-second TVC will air in key markets nationwide, including the states of Karnataka, Kerala, Tamil Nadu, Andhra Pradesh, Telangana, Maharashtra, Goa and West Bengal.

     

  • In the back drop of cricket World Cup, MRF has unveiled a new TVC that has been conceptualised by Lowe Lintas Chennai

    Lowe Lintas Chennai unveils inspirational film for MRF Tyres

    By A Correspondent

     

    As India’s largest selling tyre company and as a brand that has supported Indian cricket for the last 23 years, becoming global partner of the ICC Cricket World Cup is part of the natural progression for MRF. In the back drop of this mega sporting event, MRF has unveiled a new TVC that has been conceptualised by Lowe Lintas Chennai.

     

    ‘Expectation’ is the singular emotion that connects fans in a big way to the game of cricket, something that the TVC captures and amplifies. Expectation is heightened by the fact that team India are the defending champions. While this sentiment echoes across the land, it is brought alive through the sound track of the film, where different street sounds converge to raise an enduring and inspiring patriotic anthem to the Indian cricket team – Saare Jahan Se Achha.

     

    Koshy K Varghese

    Commenting on their association with the World Cup event, Koshy K Varghese, Executive Vice President-Marketing MRF, Limited said: “We at MRF have passionately supported cricket for decades. From our association with legendary cricketers to grooming the nation’s finest talent though the MRF Pace foundation and now, being a proud Global Partner of the ICC Cricket World Cup 2015 – we have actively supported the sport for a long time. The objective of this TVC was to showcase MRF’s and the nation’s undying support to our cricket team. Expectations are high from the Indian team and there is a lot riding on them, just as there is a lot, literally, riding on us at MRF.”

     

    The film begins with the Indian cricket team making their way to the airport. During their journey they are met with a rousing response from certain sections of the crowd who are engaged in their mundane day-to-day activity. From a young enthusiastic mother to an ardent senior team supporter to a large number of fans that have assembled at the airport, the Indian cricket team gets greeted all along with an inspirational message through the song – Saare Jahan Se Achha, Hindustan Hamara. The film ends with the message– ‘There’s a lot riding on us’ that is symbolic of the hopes of millions of Indian fans who want their team to return with the World Cup just like MRF Tyres that undertook the journey of making the players reach safely to their destination.

     

    Rajesh Ramaswamy
    Rajesh Ramaswamy

    Sharing his views on the creative approach taken for the TVC, Rajesh Ramaswamy, Executive Creator Director, Lowe Lintas said, “The beauty of this idea was the line ‘There’s a lot riding on us’ which was written for MRF the brand. And when they tied up as one of the main sponsors of the World Cup, this thought extended naturally to the Indian cricket team too. We picked ‘Saare Jahaan Se Achha’ and decided to render it in different ways as the bus travels through the city. The sound had to dictate the visuals. Mikey did an absolutely fantastic track that evoked the kind of feeling we needed. And Santosh Sivan captured this in a beautiful way. This one is made with the same passion that MRF as a brand has for cricket which they have displayed for so many years. The logo in the end contributes a lot of credibility.”

     

    The campaign is on air and will be splashed across traditional media and online channels.

     

  • The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt

    FCB Ulka highlights multiple features of Bolt through a series of campaigns

    By A Correspondent

     

    FCB Ulka has conceptualised a series of ads for Tata Motors’ newest hatchback offering -Bolt. The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt. This unique feature allows one to shift between different driving modes of Sport, City and Eco – at the touch of a button.

     

    The ads show a mix of sequences of people in the Bolt – a gang of friends who are running late for a match, a family which decides to switch to Eco mode as they don’t need to tank up for a long drive, an independent minded lady on her way to the airport to pick her partner, colleagues who have had a long week and want to go on an enjoyable drive, a young father taking his children for ice cream, and a classic wedding situation. All the situations were shot around the country to connect with pan-India audience, and were strung together by a modern and youthful jingle.

     

    The TVCs are being aired across GECs, news, niche and regional channels. They are also supported by print, radio and digital media.

     

    Commenting on the campaign, Delna Avari, Head – Marketing Communications, Passenger Vehicles, Tata Motors said, “The Bolt is an exciting hatch from Tata Motors. This is India’s first hatch to offer a Multi-Drive mode experience. We wanted to play up on this core offering. We wanted the music to be peppy, which goes with the Sportiness of Bolt. The brief to the agency was to create a simple yet impactful ad which captures the spirit of the young Indian consumer. We are delighted that FCB Ulka has delivered a strong communication through this ad campaign. We have seen a positive, good response for the Bolt.”

     

    Haresh Moorjani, Executive Creative Director, FCB Ulka said, “In the hatchback segment, the Bolt is truly a trendsetter. Besides great looks and new age connectivity options, the one feature that sets it apart is the multi-drive. So we single-mindedly created a series of commercials around this feature with a track that brought alive multi-drive in a memorable manner. Capturing a young lifestyle that is in a state of constant change – from a surge of power to the joy of a long drive”.

     

    The task was to bring ‘multi-drive’ alive through real-life situations where a person might need a burst of power or better mileage.

     

  • Meru Cab's new campaign has been conceptualized, created and executed by Apostrophe Films Pvt. Ltd

    Meru Cabs unveils first nationwide ad campaign

    By A Correspondent

     

    Meru Cabs has launched its first nationwide thematic marketing campaign with the tagline ‘Ab Haath Na Hilao, Bas App Dabao’ highlighting how Meru continues to offer reliable travel experience now delivered via Meru Cabs App.

     

    The new ad campaign is based on the universal insight that the most common way commuter’s find a cab is by wildly flailing one’s hands which tends to be very stressful experience. The campaign brings to the fore how travelling by Meru Cabs reduces the physical and mental stress by giving commuters a comfortable ride and peace-of-mind. The new TVC will be seen across general entertainment and news channels.

     

    Meru Cab’s new campaign has been conceptualized, created and executed by Apostrophe Films Pvt. Ltd. The new ATL campaign will be supported with a radio, social media and outdoor campaign with ad creatives on 1300 Meru cabs across Mumbai, Delhi, Hyderabad, Bangalore, Chennai & Jaipur.

     

    Commenting on the launch of Meru’s first ad campaign, Rathin Lahiri CMO, Meru Cabs said, “As pioneers in the radio cabs industry, Meru was the first player to address barriers in the category to providing consumers a reliable travel experience. Realizing the everyday challenges commuters face by having to haplessly waving their hands, Meru strives to own this universal insight by highlighting the stress free and reliable journey consumers can get through the Meru cabs app.”

     

    Commenting on the creative insight of the campaign, Ashish Khanzanchi, Managing Partner, Enormous said “Since the idea was a flapping the hand, we decided to give the commercial a strict economy of movement. Almost static frames with the protagonist staring at the camera, so the effect of waving the hand would be isolated and amplified. This in turn also gives the Meru Cabs commercial a quirky and memorable execution.”

     

  • Continuing with our World Cup previews, we look at how the Indian team's form is impacting broadcast sponsorship

    Is the form of Dhoni & Co keeping advertisers at bay?

     

    By A Correspondent

     

    Is the Indian team’s cricketing form a worry for advertisers? We spoke to a few sports marketing specialists and this is their analysis: While the likelihood of India entering the quarter-finals is very high,    let’s take a close at look at the India fixtures and the time at which each of them is going to be aired (all timings in Indian Standard Time).

     

    Sun, Feb 15 v/s Pakistan, 9am

    Sun, Feb 22 v/s South Africa, 9am

    Sat, Feb 28, v/s UAE, 12 noon

    Fri, Mar 06  v/s West Indies, 12 noon

    Tue, Mar 10  v/s Ireland, 6.30am

    Sat, Mar 14  v/s Zimbabwe, 6.30am

     

    The first two matches will have much bearing on how India fares in the Cup. While the UAE and Ireland matches are India’s unless there is a major upset, the West Indies and Zimbabwe could not be taken too lightly. The last two matches start at 6.30am on Tuesday and Saturday so could see a beating in viewership and Feb 28 is Budget Day and will clash with Finance Arun Jaitley’s speech.

     

    And this is how the last seven fixtures are scheduled:

    Quarter-finals 1-3 March 18-20, 9am

    Quarter-final 4 March 21, 6.30am

    Semi-final 1 March 24, 6.30am

    Semi-final 2 March 26, 9am

    Final: March 29, 9am

     

    The likelihood of India reaching the quarter-finals is a near-certainty unless there are some major upsets, the likes of which we have seen in the group. But India has to play really badly to make way for the UAE, Ireland and Zimbabwe in the final four.

     

    Is India in really bad form? Could the performance of Dhoni & Co in the recent past have been caused due to some experimenting with the mix of the team?

     

    So what explains the lukewarm interest in the Cup? That’s more because every advertiser and media agency wants to beat the broadcaster on ad rates, which some advertisers told us was on the higher side. The later you sign up, the better the negotiations.

     

    Image: Nike publicity material of the unveiling of tge One Day International kit that the Indian Cricket team was to starting January 18 in Australia

     

    Rs 25 lakh for 10 seconds?!
     

    Ads get expensive as Star India seeks Rs 25 lakh for 10-sec slots during India-Pak ICC World Cup tie

     

    By Ravi Teja Sharma & Pritha Mitra Dasgupta

     

    Diehard cricket fans will remember the memorable India-Pakistan battles of the past World Cups. The tense standoff in Bangalore in 1996 when Ajay Jadeja went on a rampage and Venkatesh Prasad showed Aamir Sohail the way to the pavilion after sending his stumps clattering; that glorious Saturday seven years later in Centurion Park when fiery Shoaib Akhtar’s missiles were smacked by Sachin Tendulkar to all parts of the stadium, in the process delivering a huge win for India and a big confidence boost after a demoralising loss to Australia early in the tournament.

     

    This World Cup, the old enemies meet again. Not in the final as many fans would hope for or in the semi-finals like in 2011, but in the opening league match on February 15.

     

    Well ahead of that epic India-Pakistan encounter, a different kind of a battle is being fought behind the scenes. On one side are the advertisers who want to exploit the big viewership numbers that this match promises to deliver, and sitting tight on the other is Star India, the official broadcaster, who wants to milk the match by jacking up the advertising rates.

     

    More than 70 brands, including some regional brands and first-time advertisers, have booked slots for the game, which is 50% more than the count for 2011 World Cup final, said a spokesperson for Star India. At Rs 25 lakh per 10 seconds, this is going to be the most expensive advertising opportunity ever in cricket, but one that not many advertisers would want to miss. The match will see Amitabh Bachchan making his debut as commentator.

     

    Star India had sold the match between the two nations in the 2011 edition – the semi-finals – at Rs 20 lakh per 10 seconds but the final between India and Sri Lanka had come close to Rs 25 lakh per 10 seconds. “From a business and brand perspective, very few events can match the potential of an India-Pakistan match. I can understand paying a premium for this match, but Rs 25 lakh is too steep,” said Basabdatta Chowdhuri, chief executive at Platinum Media, which is part of the Madison Media Group.

     

    Media planners and agencies contest that number. According to them, Star has sold around 75% of its inventory for the India-Pakistan match and about 70% for the entire World Cup so far.

     

    Clearly, Star India is going for the kill, seeking Rs 25 lakh per 10 seconds from those who want to advertise across all its feeds during this match, according to people in the know. But top advertisers and media planners say they would rather wait and watch, as they feel prices will dip closer to the game

     

    Speaking on the condition of anonymity, a senior executive at a large advertiser said there is enough inventory available at the moment and they are waiting for rates, even for the India-Pakistan match, to correct closer to the tournament beginning

     

    A spokesperson for Star India said the ad slots for the match have been sold out much in advance.

     

    “No other game of cricket draws as much passion, emotion and following as an India versus Pakistan World Cup game,” he said.

     

    The channel has packaged the India-Pakistan match in several ways. There are advertisers who have bought combined airtimes across several matches, including the most talked-about match. For them, though, the average airtime rate is working out to between Rs  4.5 lakh and Rs 5 lakh per 10 seconds. Floating inventory for the match, however, have been categorised and priced according to the feeds.

     

    An advertiser that wants all the feeds including English, Hindi, South Indian feeds and high definition will have to pay Rs 25 lakh per 10 seconds. This means an advertising spot of 30-40 seconds would cost anywhere between Rs 75 lakh and Rs 1 crore. If an advertiser wants only English and HD feed, then it will have to pay Rs16-18 lakh per 10 seconds.

     

    “This is by far the highest rate that has ever been charged for a cricket match by a channel and I think it is a huge risk for advertisers,” said a top GroupM official, who didn’t wished to be named.

     

    Another media planner from the Dentsu Aegis Network said it doesn’t make sense for an advertiser to pay this kind of money when there is enough cricket happening in the country with both ICC and IPL matches.

     

    According to Indranil Das Blah, chief operating officer of sports management firm Kwan, this is undoubtedly the most high-profile match of this World Cup. “I don’t know if the ad rates are justified or not, but it can’t get bigger than this and no advertisers would risk missing it,” said Blah.

     

    For the larger World Cup, though, Star has signed up the likes of Sony, Airtel, Gaana.com, Hero and Karbonn as sponsors, alongside Maruti, Nestle, Raymonds, Marico, Pidilite, Yepme-.com and Paytm. To cater to a wider audience, it is broadcasting the tournament in Tamil, Malayalam, Kannada and Bengali alongside Hindi and English that it hopes will bring in a large number of new advertisers to the World Cup as it will become more affordable for smaller advertisers.

     

    But media planners say there is some level of concern around the Indian team’s performance as well and also the timing of the matches, but these concerns will not matter if India begin the World Cup journey with a big win over Pakistan.

     

     

     

  • DEN Networks has announced the joining of Manish Dawar as the Group Chief Financial Officer (Group CFO).

    Manish Dawar joins DEN as Group CFO

    By A Correspondent

     

    Manish is a qualified Chartered Accountant and Company Secretary with over two decades’ experience in various senior level finance and business roles primarily in consumer oriented companies. He has served across geographies covering both India and global markets.

     

    Dawar has spent over 10 years at Reckitt Benckiser, a diversified multinational consumer goods company operating in the health, hygiene and home products segments, where he was the Senior Vice President – Group Controller based out of the company’s corporate headquarters in the UK. Prior to this, he served as the Regional Finance Director for Reckitt’s South Asia business and the CFO & Company Secretary for its Indian operations.

     

    Manish joins DEN from the Vedanta Group where he served as CFO for Konkola Copper Mines since September 2012.

     

    Commenting on Manish’s appointment, Sameer Manchanda, Chairman & Managing Director, DEN Networks, said, “It is our pleasure to welcome a veteran professional like Manish in our fold. His rich experience with some of the world’s largest consumer goods companies will be invaluable as DEN embarks on a trajectory of rapid growth in digital cable, broadband internet and new initiatives and transforms itself into a B2C brand.”

     

  • The core thought of the campaign has been customised to engage the digital audience as well

    Mentos takes the cheeky self-deprecating route for new campaign

    By A Correspondent

     

    Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.

     

    The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”

     

    “This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.

     

    The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.

     

    Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”