MxMIndia

Category: MARKETING

  • Offers affordable technology to millennials to connect with family and friends

    Tata Docomo banks on ‘bhalai ki supply’ in latest campaign

    By A Correspondent

     

    Tata Docomo has launched its latest TVC as part of its ‘Bhalai Ki Supply’ ad campaign, targeted at the millennial population of India.

     

    The latest film in the series of ‘Bhalai Ki Supply’ begins with a young man drifting to sleep after having dutifully sent off innumerable memes, jokes everywhere to do his share of spreading bhalai. A voice jolts him out of his stupor to remind him that ‘bhalai is a full-time job’. He rises again and resumes ‘bhalai Ki supply’. The advertisement goes on to urge prepaid customers to do their bit and continue with the ‘bhalai ki supply’, now that even unused data can be carried forward rather than getting lost on expiry of validity.

     

    Tata Docomo pre-pay users can carry forward their unused data simply by recharging before their existing data pack validity expires. Users can carry forward their unused data balance, for 2G packs by recharging with a 2G data pack and similarly for 3G packs by recharging with a 3G data pack before their existing data pack validity expires.

     

    “As data consumption is becoming more pervasive and an integral part of how youth communicate, it is important to keep offering innovative solutions that talk both to core consumer needs such as affordable connectivity while at the same time weeding out category irritants. The ‘carry forward unused data’ feature in all our internet plans weeds out an important category irritant, which is losing out on left-over data post the validity expiry. This challenges the established convention in internet packs in line with our ‘untelecom’ & consumer centric approach,” said Gurinder Singh Sandhu, Head – Marketing, Mobility, Tata Docomo.”

     

    Conceptualised by Contract India, the TVC captures everyday situations to offer a witty reminder for the value-for-money data and voice plans by Tata Docomo. The idea is to encourage customers to make the lives of people around them more happier.

     

  • The challenge lay in persuading shoppers on what benefits green tea offers them

    Lipton Green Tea offers a new shopping experience with TracyLocke

    By A Correspondent

     

    Leading tea brand Lipton wanted to drive the penetration of its green tea bags amongst health conscious young men and women by positioning it as an additional beverage for consumption during the day and educating them on the benefits of Lipton green tea.

     

    When TracyLocke conducted a survey, they found that the consumer is not sure where to buy and how to select on shelf when all tea products look the same. So the challenge lay in persuading shoppers on what benefits green tea offers them.

     

    To convey the thought to the mass, TracyLocke chose to take the mass route i.e. TAPRI. They conducted a daylong session and shortlisted five concepts. Here the task was to capture attention, connect with the consumer’s mindset and make it easy for them to commit to the brand. The team created FSUs, end caps, shelf strips, and parasite hangers depending on the insights from consumer’s feedback.

     

    The team conducted an extensive lab research for three days in a leading shopper research facility at Unilever’s premises. A combination of shopper observation and a post simulated purchase, in-depth interview was conducted that provided insights on the creative and the elements which the team had installed. Basis the findings, the team selected the winning route and created the final in-store elements. TracyLocke worked out the final creative elements which include parasite hangers, shelf cladding, end caps and visicube.

     

    Ashwath Srinivasan, Senior Brand Manager-Beverages at HUL said, “The green tea segment in India is the fastest growing segment within packaged tea. We believe that this is the right time to accelerate the development of green tea and become leading green tea brand by driving the penetration of Lipton green tea among health conscious young men and women. Research shows that while consumers know green tea is healthy they are not sure why exactly they should consume it and hence most shoppers tend to ignore it at the store. With the help of TracyLocke we were able to come up with a set of compelling in-store assets. In fact, we’ve used the in-store visual in other media too.”

     

    Mandeep Malhotra, President, DDB MudraMax quoted, “India is changing and so is the consumer behavior. Lipton is a very strong player in the tea segment and had to maintain the leadership stance. We were briefed on Green tea as a project and were up for using our proprietary tool’s to make a difference in the market. The ability to address the complete spectrum of consumer touch points with depth requires unique capabilities. We began with measuring and understanding the brand / the category and the environment. Layered with consumers’ behavior and there selection or deselection process on shelf space at the marketplace, we designed the key elements for visual relationship with healthier choice. A great execution and deployment role out of designs were proposed. Lot of research and testing on the work ensured that we come up with a shopper marketing campaign duly supported by media placement was rolled out. We are super happy with the work and results. We are glad that our contribution on making Lipton green tea a popular choice for a healthier India is a great case study for shopper marketing in India.”

     

  • A TVC featuring brand ambassador Jacqueline Fernandez has recently gone on air, bringing into focus the benefits of the product as opposed to the usual, time-consuming pedicures

    RB gets Jacqueline to promote benefits of Scholl Velvet Smooth Express

    By A Correspondent

     

    RB has launched the Scholl Velvet Smooth Express Pedi electronic foot file – a global innovation that is set to change the way personal grooming is viewed in India. As part of the launch campaign, a TVC featuring brand ambassador Jacqueline Fernandez has recently gone on air, bringing into focus the benefits of the product as opposed to the usual, time-consuming pedicures.

     

    Commenting on new campaign for this revolutionary product Nitish Kapoor – Managing Director, RB India said, “Scholl is our leading power-brand in the foot-care segment and the Velvet Smooth Express Pedi is a successful global innovation across Europe and Asian markets. Through our new TV commercial, we have highlighted the challenges faced by new age women today as they lead a hectic lifestyle leaving no time for visiting a salon. We believe this is an excellent solution for women who are looking for a hassle-free, salon-like experience in the comfort of their home. We are extremely happy to have Jacqueline Fernandez as the brand ambassador and are positive that the robust 360 degree marketing campaign across metros and online will help in making this a huge success.”

     

    The TVC, set-up in a pre-fashion show dressing room, revolves around Jacqueline Fernandez and her fleet of professional hair and makeup stylists. Highlighting the proposition of Scholl Velvet Smooth Express Pedi, Jacqueline talks about her belief in the product and its offering of hassle-free foot-care without having to visit a parlour.

     

    Commenting on the TVC, Sohini Dasgupta, Director and Beauty Consultant for the film said, “It is Scholl’s first set of films in India, so it is a huge deal to be associated with it right at the outset. It helped that the product itself was unique, and therefore, conveying its benefits came naturally. Today’s woman is a multi-tasker. Her life is busy. And to top it all, there is severe grooming pressure. Everyone is a mini-celeb. You are constantly being watched, from head to toe. Being well turned out is a must. The film borrows and builds on this insight. With peep toes, open stilettoes and stylish strappies lining up in every women’s shoe rack, well-groomed feet are in style. The Velvet Smooth Express Pedi, which is an electronic foot file that gently buffs dead skin, is a perfect product for all the gorgeous girls out there. Jacqueline herself has gotten totally addicted to it which speak volumes about the product.”

     

  • The TVC also addresses key pain points that customers encounter while managing theirs & their family's mobile plans today

    Airtel highlights parents’ role in new product campaign

    By A Correspondent

     

    Airtel has announced the rollout of a new campaign for mPlan Family. The launch of the product redefines the way mobile plans are used today, as it no longer will be meant only for solitary usage, but for something that is shared. Designed to be simple and delightful, it also addresses key pain points that customers encounter while managing theirs & their family’s mobile plans today.

     

    The campaign is based on a simple insight that while fathers’ roles as providers are critical, their contribution to the family is not as visible on a day-to-day basis as that of the mother’s. The campaign targets this relatively invisible role of fathers in our families by urging kids to be nice to them because only then will they get the chance to be on their postpaid plan and enjoy desired benefits on their mobile phones.

     

    The campaign brings this alive this give-and-take adjustments of relationships in every family through various 30 sec commercials. As the films start, we see a picture perfect day for a family where the kids of the house are being overtly nice to their fathers by doing chores that they aren’t otherwise expected to do. While the father is left ecstatic with this gesture, one realizes that this rosy picture is not quite as it seems. The mystery unveils as the voiceover breaks and we realize that the kids were being nice to their dad just because it is in their interest so that they can share in his postpaid plan and get maximum benefits.

     

    The background score for the commercials is a recreation of the famous song ‘Phoolon ka taaron ka’ from the movie ‘Hare Rama Hare Krishna’. The commercial is being supported by outdoor, radio, cinema advertising, on-ground initiatives and web media.

     

  • The new campaign reinforces the message of oral care where Deepika gives a master-class in healthy oral care habits

    Deepika gives a master-class in oral care for Orbit

    By A Correspondent

     

    Wrigley’s Orbit has launched its new TV commercial, ‘Eat Drink Chew’ featuring Bollywood A-lister and brand ambassador, Deepika Padukone.

     

    The new campaign reinforces the message of oral care where Deepika gives a master-class in healthy oral care habits as she breaks up with her favourite food – Sandwich.

     

    Emphasizing on oral-care benefits of the brand, the new TVC is the latest version of Wrigley’s Oral Care message which encourages people to incorporate sugar-free gum into their everyday oral care routine as it helps to keep teeth clean and healthy by neutralizing plaque acids and enhancing remineralisation. Further, chewing sugar free gum helps clean as much as 90 per cent of food debris from the mouth and provides a good oral care solution on the go.

     

    Speaking on the new brand campaign, Deepak Iyer, Managing Director, Wrigley India Pvt. Ltd. said, “The new OrbitÒTVC featuring our brand ambassador, Deepika Padukone, has a great message and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack,  However, it’s easy to chew OrbitÒ, sugar free gum to get rid of the food that lingers a little too long around the teeth. While it’s fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley’s Oral Care message of Eat, Drink and Chew and how OrbitÒ provides you with an oral care on the go solution.”

     

    According to Sambit Mohanty, Creative Head, DDB Mudra North, “In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone and the animated food character (Sandwich) and their conversation about “breaking up” lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the ‘Eat Drink Chew’ campaign strikes a chord with everyone and takes Oral Care to an even wider audience.”

     

  • Cricket icon & Gillette India Brand Ambassador Rahul Dravid seen with a cricket fan in a unique avatar

    Gillette salutes fans’ passion for cricket in new TVC

    By A Correspondent

     

    With the Cricket World Cup underway, and as a tribute to the Indian cricket fans, GREY group India has launched a special video that salutes all cricket lovers who showcase their incredible passion and relentless support towards Indian cricket and cricketers.

     

    The Indian fans’ sentiments and passion flows into the performance of the players thereby reinstituting their joy and this video is Gillette’s ode to the Indian cricket fans. Rajeev Sathyesh, Country Marketing Manager, Gillette India said, “Gillette, globally has been associated with sports for many years now. As part of Gillette’s endeavor to salute the spirit of all Indian cricket fans, we have launched Special Edition India razors. The new razors have the word India engraved on the handle and proudly displays the country’s name and colours.”

     

    Gillette’s recently launched special edition razors that have the word India engraved on the handle and displays the country’s name and colours, to encourage cricket fans to continue extending their relentless support to the team.

     

    Malvika Mehra

    Malvika Mehra, National Creative Director and Executive Vice President, Grey Group India, said, “They say fans make the game. No fans, no game. This short film is Gillette’s salute to the passion of every cricket loving Indian fan. Told through a story of a blind fan whose spirit and love of the game clearly overtakes his disability. In today’s overly crowded (and yet ironically isolated) social ecosystem, any sensible brand needs to have larger conversations with its consumers, they need to evoke ‘real feelings’. The age of mere transactional communication is over. We are lucky to have a client like Gillette, who sees that. With this film we hope to touch a much richer space of a ‘real connection’ with the consumer. Leading to a far more satisfying pay off for a brand in the long run.”

     

    Yashaswini Samat, Executive Vice President, P&G, Grey Group APAC said, “Gillette has historically leveraged sports and sports celebrities, globally. The focus here has been on the common man, the fans and their unequivocal passion for the sport.”

     

  • The campaign will be primarily activated via broadcast during the upcoming global cricket event

    adidas unveils series of films under Sport 15

    By A Correspondent

     

    adidas has announced the global roll-out of a series of films called Sport 15. Throughout the year, Sport 15 will tell brand stories that motivate and inspire young athletes to be the best at any level or at any sport around the world. The first films show adidas icons from various sports including Virat Kohli, Lionel Messi, James Rodriguez, Luis Suarez, Gareth Baleand Derrick Rose.

     

    “Sport 15 is more than a campaign. Sport 15 is a long-term investment into our brand,” shared Eric Liedtke, adidas Board Member responsible for Global Brands. “adidas has a longer legacy in every sport than any of our competitors. Therefore, we know sport and athletes better than anyone else.”

     

    The campaign will be primarily activated via broadcast during the upcoming global cricket event. In addition, adidas also brings the story to life through a strategic roll-out across social media via the unique adidas network of global news rooms located in Herzogenaurach, London, Portland, Shanghai, Moscow and Rio de Janeiro.

     

    With Sport 15, adidas elevates its communication to a new level. Starting with the first 60- and 30-second commercials ’Take it’ and ’Takers’, adidas will celebrate sport with no interruptions in 2015 and beyond.

     

    All films are based on the insight that sport happens in moments. adidas celebrates the fact that every moment in sport is a chance to redefine yourself and create something new for you or your team. In sport, no one owns today – every minute of every game is up for grabs and yours for taking.

     

    Starring in this first wave of Sport 15 are adidas NBA stars Damian Lillard (Portland Trail Blazers), Joakim Noah, Derrick Rose (both Chicago Bulls), John Wall (Washington Wizards), American football player DeMarco Murray (Dallas Cowboys), Indian cricket icon Virat Kohli and adidas football icons Gareth Bale (Real Madrid), Lionel Messi (FC Barcelona), James Rodriguez (Real Madrid) and Luis Suarez (FC Barcelona).

     

    The films have been created by long-term adidas agency partner 180 Los Angeles.

     

  • The TVC weaves in the brand attributes of Fevikwik as an instant adhesive promoting the broader message of strengthening bond between people

    Bonding takes a new meaning in Fevikwik’s latest TVC

    By A Correspondent

     

    Fevikwik unveiled its new TVC campaign titled Fevikwik ‘Todo Nahin, Jodo’. Launched during the India vs. Pakistan match during World Cup, 2015 the campaign incorporates humor to promote the message of peace and harmony using the theme of bonding. Titled as ‘Parade TVC’, it subtly weaves in the brand attributes of Fevikwik as an instant adhesive promoting the broader message of strengthening bond between people.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries Ltd, said, “Fevikwik as a brand is known for its instant adhesion quality. In line with Pidilite’s tradition of using humor in its advertising, the new TVC takes a witty perspective on human bonding. We launched the campaign with the India-Pakistan match at the World Cup 2015 because cricket, like Fevikwik, bonds people together. We believe the new Fevikwik TVC elevates the brand attribute of bonding from a functional to emotional level.”

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman & Creative Director, South Asia- O&M said, “Fevikwik is about solving problems. Fevikwik is about bonding.  Fevikwik is about bringing a smile on the face of everyone in the world.”

     

    The TVC will be aired during the World Cup across key Hindi speaking and regional markets.

     

  • The Pune-based jewellers has roped in Salman Khan, Madhuri Dixit to endorse the 183-year-old brand

    PN Gadgil ropes in Salman, Madhuri for global endorsements

    By Sutanuka Ghosal

     

    Pune-based PN Gadgil Jewellers has signed up Bollywood star Salman Khan to endorse the 183-year-old brand across the world, a top company executive said on Friday. The jeweller has also extended the contract of Madhuri Dixit, its present brand ambassador for the Indian market, who will now endorse its range of jewellery across the globe.

     

    The move comes ahead of the company’s plans to launch operations in the Gulf, where Khan has a huge fan following, and in the US, where both Khan and Dixit are popular among the Indian and Pakistani expatriate community.

     

    Saurabh Gadgil, managing director at PN Gadgil Jewellers, said while Khan has signed a three-year brand endorsement contract, Dixit has signed a twoyear one. “We have signed the contract with Salman Khan today,“ Mr Gadgil said.“He has a huge fan following in India and overseas, which will be accommodative of the future expansion plans of the brand and store launches in the Gulf countries, including Dubai, and the US.The association will aid in presenting the objective of our brand values to the global audience.“ It had been reported on January 14 that PN Gadgil Jewellers had plans to rope in Salman Khan as its brand ambassador.“Madhuri Dixit was promoting our brand in India. We have now entered into a two-year contract with Madhuri which ends in December 2017, with a threemonth cooling off period,“ Mr Gadgil said.

     

    According to Mr Gadgil, this is the first time Khan has become the ambassador for a jewellery brand. “He had earlier appeared for Gitanjali’s Sangini line of jewellery along with Kareena Kapoor Khan. But in our case, he is the full fledged brand ambassador and he will promote our gold, diamond, platinum and silver range of jewellery. Khan has a fair idea about jewellery as he himself adorns a turquoise blue bracelet and studs in the ears. The contract with us stipulates that he will not be able to become brand ambassador for any other jewellery firm,“ he said.

     

    Both Khan and Dixit have been roped in at a time when PNG has drawn up an ambitious retail expansion plan for the next 15-18 months. PNG is opening a store in Dubai on February 19.

     

    It plans to open more stores in the city besides Bahrain, Qatar and Oman in the next one-and-a-half years. The company also plans to spread its operations to the US, where it currently has only one store.“We have one store in the Silicon Valley. We will be opening one in Los Angeles in September. This will be followed by launching stores in Texas, Atlanta and New Jersey,“ added Mr Gadgil.

     

    Back home, PNG will add 19 new stores spread over Madhya Pradesh, Karnataka, Andhra Pradesh and Gujarat. Currently, it has 16 stores in Maharashtra and Goa. The total investment for retail expansion has been pegged at Rs 400-500 crore. “We will meet this through internal accruals, debt and private equity,“ Mr Gadgil said.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd.

    All Rights Reserved, Licensed to republish

     

     

     

  • Shares its journey of hard-work and commitment to quality

    Rajnigandha unveils new TVC

    By A Correspondent

     

    Rajnigandha has launched a new TVC campaign for Rajnigandha Pan Masala with a fresh slogan -“Yunhi Nahin Main, Rajnigandha Ban Jaata Hun”. The new TVC illustrates the journey of the brand’s conviction, passion, expertise, consistency, uncompromising approach and hard work towards delivering the most premium experience through every pack of Rajnigandha Pan Masala.

     

    Conceptualized by McCann, the new TVC has been directed by Richard de Cunha under the banner of Bang Bang Films. The film showcases the arduous journey and passion that the Rajnigandha endures to source the best of ingredients for the product from diverse geographies.

     

    Rajeev Jain, Associate Vice President, Marketing, Dharampal Satyapal Ltd. said, “Rajnigandha, premium pan masala is perfect blend of precious ingredients and aromatic flavors including Betelnut, Catechu, Lime, Cardamom seeds, Clove, exotic Ruh Kewda, Ruh Gulab and premium Sandalwood oil. The new TVC is an effort to refresh the bond with our consumers and share the glorious journey which brings that unique, consistent taste to Pan Masala connoisseurs for decades.”

     

    Sanjay Nayak, President, McCann World Group, further added, “The idea here is to communicate the love, passion, sincerity and perfection that goes behind making Rajnigandha.”

     

  • The campaign celebrates the age old bond between mother and child with a new-age twist

    Publicis takes the hunger route for Maggi in new campaign

    By A Correspondent

     

    MAGGI Noodles, Nestle India’s flagship brand has launched its new brand campaign for Masala Noodles. The campaign celebrates the age old bond between mother and child with a new-age twist.

     

    Partha Sinha, Director and Chief Strategy Officer, Publicis said “With years, the work on MAGGI is becoming more and more fundamental. We were looking for one such fundamental truth and we figured that ‘Hunger’ probably is the most primal bond between a mother and a child.”

     

    Left – Bobby Pawar, Right – Partha Sinha

    Since the last 30 years Maggi has been creating a stronger bond between a mother and a child their insight locates the brand in a more primal and fundamental space.

     

    Bobby Pawar, Director and Chief Creative Officer, Publicis adds “Once we had a powerful fundamental insight, the job of the creative was to tell a story contexted in current cultural shift. We came up with two stories that demonstrates the power of hunger bond.” The context is always modern, the content is always universal. That’s MAGGI for you”.

     

    The communication has taken off well with the campaign crossing 1.5 million views in just two days.

     

  • Creativeland has conceptualized the latest integrated campaign for MTS Homespot Instant WiFi

    MTS’ Internet Baby returns to popularize wi-fi offering

    By A Correspondent

     

    MTS India is back with the Internet baby ad campaign to announce its new offering. Last year, the MTS Internet baby campaign drew around 30 million eyeballs on YouTube alone and one reason for this was the truth it told – for kids and digital natives internet connectivity is more than a want, it is a need.

     

    Amitesh Rao, Director Brand & Media, MTS India, says, “After the success of ‘Born for the Internet’ campaign launched last year and looking at overall response we knew that consumers strongly connect with the MTS Internet baby. So we wanted to continue building on this brand proposition and expand the market place.” He added, “As the name suggests, the Homespot Instant wi-fi provides plug and play access to multiple internet users simultaneously. This launch marks a strategic shift in focus for MTS from being primarily a dongle driven data company to a wi-fi solutions provider.”

     

    Speaking about the campaign thought, Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, “In this campaign, the MTS internet baby personifies the ever demanding internet generation that see wi-fi as a basic necessity just like food and shelter. Creatively we planned it like a prequel to our last year’s most talked about MTS Baby TVC and set it from a time before he was born.”

     

    The commercial opens with a mother, doctor and nurse in a birthing room, all waiting for labour pains to begin, when suddenly, the baby bump vanishes. Everyone in the room is amazed. Next a pram rolls amidst heaven and stops in front of an occupied God. The baby starts to reason with God about the cruelty of sending him into a home that is not setup for wi-fi. The baby argues ‘God is toying with his future.’ He exclaims ‘No wi-fi! No go!’

     

    There is a sudden satirical change where God appears as a salesman for MTS Homespot Instant WiFi. He enlists the many benefits of the product. This is when the baby feels convinced to be born. The commercial ends with the baby asking his parents for the wi-fi password.

     

    The integrated campaign was launched during the World Cup Cricket 2015 on the day of India v/s Pakistan game via a television commercial and is supported via print, radio and digital. The commercial is produced by Earlyman Films.