TBZ-The Original has created a communication for the wedding season.Talking about the campaign, Abhishek Maloo, Marketing Head, TBZ- The Original, said: “As the Indian jewellery customer becomes younger and discerning, TBZ-The Original has decided to evolve and embrace this change in our new campaign. An ode to the modern Indian bride – a woman who likes to follow tradition, but in her own unique way. Our campaign introduces a contemporary twist to an age-old institution, with brides that walk the fine line between conformity and individuality.â€
Liva, the fabric brand from the Aditya Birla Group, executed a unique campaign where a life size mannequin of the brand ambassador Kangana Ranaut dropped down in 10 key malls across 10 cities of the country.
Liva fabric has partnered with brands like W, Pantaloons, Biba, Solly, Van Huesen, Shoppers Stop, among others. These brands have Liva fabric in their garment collections. Almost all of these brands have their presence in leading malls. Being visible as a reminder in the last leg of consumer journey, this innovative concepts not only catches attention but also delivers high footfalls for the partner brands
Said Shardah Uniyal, Head – Branding & Communication, Birla Cellulose: “Being an ingredient it is imperative for the brand to get noticed and stand out in clutter. This innovation is aimed towards garnering maximum visibility and increasing foot falls for our partner brands in those malls.â€
From L to R Mr. Sachin Bhosale, Research Director, TRA Research and Mr. N Chandramouli, CEO, TRA Research
This is the season for brand studies for reports, and although we aren’t sure how well this is recognized by the industry, here are findings of the fourth edition of India’s Most Attractive Brands Report 2017 (MAB).The report highlights the country’s Top 1000 brands based on attractiveness, as per consumer perceptions based on a primary research methodology.
The list starts off with the South Korean Consumer Electronics giant – Samsung, claiming its top spot after falling by two ranks from 2016. LG and Sony have both dropped a rank lower from the 2016 report to take the second and third rank this year. Tata, after falling by almost three ranks in 2016 has come back to hold its position to rank fourth in 2017. Honda ranks fifth after ranking fourth in 2016 and sixth in 2015. The sixth Most Attractive brand in 2017 is Apple, which has steadily climbed to this position after ranking 18th in 2016 and 15th in 2015. Maruti Suzuki (MAB 2016 – rank 8 and MAB 2015 – rank 12), Hewlett Packard (MAB 2016 – rank 17 and MAB 2015 – rank 8), Bajaj (MAB 2016 – rank 6 and MAB 2015 – rank 9) and Dell (MAB 2016 – rank 15 and MAB 2015 – rank 5) take the seventh to tenth ranks this year and completes the top 10 Most Attractive Brands for 2017.
Reliance takes the 11th rank after gradually ascending from rank 23 in 2015 and rank 26 in 2016. One of the lists major brand rank climbs is Patanjali; from ranking 371 in 2015 to ranking 87 in 2016 to making it to rank 12 in 2017. Hyundai (MAB 2016 – rank 22 and MAB 2015 – rank 37), Godrej (MAB 2016 – rank 13 and MAB 2015 – rank 10) and Lenovo (MAB 2016 – rank 25 and MAB 2015 – rank 21) rank 13th 14th and 15th respectively. Adidas ranks 16th this year after ranking 39thin 2016 and 58th in 2015. Airtel (MAB 2016 – rank 9 and MAB 2015 – rank 18), Whirlpool (MAB 2016 – rank 41 and MAB 2015 – rank 19), Google (MAB 2016 – rank 102 and MAB 2015 – rank 105) and Oppo (MAB 2016 – rank 89 and MAB 2015 – rank 341) feature in ranks 17 to 20 in the report.
Said N Chandramouli, CEO, TRA Research: “This year we have incorporated the theme of diversity in the report. Diversity is something that our study radiates. Our research covers different parts of the country and consequently the insights derived also cover diverse perceptions of consumer influencers. The one aspect that has somehow stayed constant is the fight for the top 3 ranks between Samsung, LG and Sony. Will this be the case even next year? Well it may be difficult to predict as the rankings this year have seen some major rank climbs and falls, making a few of the former new category leaders and the latter resigning from their coveted spot,†commented.
India’s Most Attractive Brands 2017 is the result of primary research based on the proprietary 36 traits of attractiveness that have been studied and identified by TRA Research. This year’s research was conducted among 2,456 consumer-influencers across 16 cities and generated nearly 5 million data points and 5,000 unique brand mentions, out of which the top 1000 brands have been listed in this year’s Report.
Tata Salt has launched its new campaign, ‘Sawaal Kijiye Apne Namak Se’, to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt is a universal and one of the oldest food seasonings, there is limited knowledge around the quality of salt and its impact on health. The campaign’s TVC, conceptualised by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists.
Said Namrata Keswani, Head of Digital Domain, Ogilvy Mumbai: “The thinking behind this campaign was simple, sharp and clear. It was to make a hardworking product message like ‘purity test’ reach the consumer in an engaging way and make them try it themselves at home. Featuring talent like Konkana and Tilottama will ensure this message has high recall and will drive overall awareness about Tata Salt’s purity test.â€
Added Sukesh Nayak, Chief Creative Officer, Ogilvy West: “The campaign had to urge consumers to question the purity of their salt. We took clinical tests and demonstrated them in a memorable way, so that people can easily replicate them at home.â€
Said Richa Arora, Chief Operating Officer (CPB), Tata Chemicals Ltd: “Salt is an irreplaceable ingredient in cooking and hence it’s important to ensure that the salt you use is not impure. Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt. We at Tata Salt, are committed towards delivering health-aware products and are constantly working towards societal health and development.â€
Edelweiss Group has signed actor Irrfan Khan as the voice of the customer for its latest SME Business Loans campaign.
Said Shabnam Panjwani, CMO, Edelweiss Group: “With a credibility that’s hard to rival, Irrfan’s versatility, wide appeal and authenticity, resonates with Edelweiss Group’s value proposition of #BeUnlimited – one that empowers its customers to access a world of unlimited opportunities,†adding:  “A self-made man, his connect with masses makes him the opportune voice for the Indian entrepreneur and business owner in the forthcoming Edelweiss Business Loans campaign.â€
CP Plus has unveiled its new campaign to reaffirm its leadership in the security domain. The TVCs features Salman Khan as the CCTV ambassador of the brand.
Said Aditya Khemka, Managing Director, CP Plus:“There has been a lot of consciousness and awareness generated on the effective deployment of surveillance solutions. Being the market leader, we have realized the urgent need for intelligent security systems. We aim to amplify the intelligence of our security solutions through the optimum use of a host of intelligent features available.â€
Added Kapil Arora – President, Ogilvy Group Companies North:  “CP Plus has been the pioneer in electronic surveillance, pretty much leading the way for the segment. As adoption of security cameras increases, they have largely been seen as passive recorders of events. With CP Plus intelligent security systems, we believe that role can become of an active deterrent.â€
Said Ajay Gahlaut, COO Ogilvy North & Deputy COO, Ogilvy India: “The creative task was to reinforce the leadership of CP Plus in the surveillance category and build on the brand’s existing communication; Uparwala sab dekhrahahai. Using Salman Khan as the brand ambassador, we have attempted to bring alive stories from various aspects of life showcasing the intelligent technology solutions that CP Plus has in their products.â€
Makani Creatives has created two films for Metro Shoes featuring Katrina Kaif and Sidharth Malhotra as brand ambassadors.
Said Sameer Makani, Managing Director, Makani Creatives: “With the huge splurge of international, local and .com brands, we felt the need to highlight Metro as a contemporary brand, a brand which has always been evolutionary and in sync with the latest trends. Metro has a huge loyalty base and we decided to reach out to a wider audience while maintaining the warmth of a home-grown brand.â€
Added Farah Malik, Managing Director and CEO, Metro Shoes:,“The idea of the films is to showcase the delight of finding your pair of shoes which is what we have always aimed for with our brand Metro Shoes. We are happy with the constant endeavours taken up by Makani to facilitate us with ideas that connect and relate well with our audience.â€
Vijay Sales has launched new films that takes on the inherent weaknesses of the internet players. Retailers have started favouring an omni-channel approach to sell goods especially in the case of consumer electronics and fashion which are now being copied by e-tailers, who sell retail goods on the internet.
To spread more awareness and the hidden potential in today’s realm, Network Advertising has created three TVCs to bring alive the consumer frustration with e-commerce purchases when it comes to consumer durables, notes a commuique.
Said Nilesh Gupta, Managing Partner, Vijay Sales: “While the attention of media was on the e-commerce festivals of deep discounts, we have seen our service being reinforced by customer belief in terms of them returning in large and growing numbers to Vijay Sales, despite all the noise around e-commerce offerings. So, we wanted to bring to the fore the consumer pain points with the internet world which they tell us every time they come to our stores.â€
Added Vinod Nair, Managing Director, Network Advertising:  “It’s amazing that once you see the ads, every average consumer will realize what he has been missing. And it is our close connect with the category and the client that helped us arrive at this insight. I promise that each one who watches the ads will have personal anecdotes to add to the three stories we have projected in our campaign.â€
The Tourism Department of Kerala has launched a marketing campaign“#GoKeralaâ€in association with HolidayIQ in order to promote tourism.Under this campaign, five lucky couples will get a chance to win a 10-day, all-expense paid trip to Kerala and visit unexplored and pristine destinations of Kerala.
#GoKeralacampaignis a content led, multiple platform campaign with a dedicated microsite, integrated touchpoints and targeted reach. The experiential campaign, unlike traditional marketing campaigns, is completely powered by the holiday experiences and reviews of authentic travellers across the country.
Speaking about the campaign, P Bala Kiran, Director, Kerala Tourism and Managing Director, Kannur International Airports: “Kerala Tourism has always sought new and innovative marketing avenues to build Kerala as the top tourism brand and destination. Hence, we are excited to partner with Holiday where they have provided an innovative concept to invite real travellers with varying preferences from their vast travel community to experience the beauty and hospitality of Kerala & Kerala Tourism department.â€
Speaking on the occasion, Rohit Rawal, Head of Brand Solutions, Holiday IQ said:“As India’s first and largest travel community, HolidayIQ has always been a pioneer in bringing experiential marketing to the Tourism sector. With the #GoKeralacampaign, we have a unique opportunity to showcase Kerala in a fresh light, as experienced and authenticated by real travelers. We are grateful to Kerala Tourism, for showing faith in the Holiday platform’s ability to lead this content-led campaign, while giving the —travellers an experience of a lifetimeâ€.
Kansai Nerolac Paints Ltd (KNPL) recently launched an on-ground campaign at Terminal 1 of the Mumbai airport. The campaign, titled – Making our world #ashadebetter, utilises the luggage conveyer belt at the airport as the primary media.
Speaking about this, Peeyush Bachlaus, GM Marketing – Kansai Nerolac Paints Ltd. Said: “There’s a need to find the consumers where they are instead of trying to reach out to them through conventional means. It is a must to deliver key brand messages on multi-layered platforms which can’t be restrictive in nature. We have continuously endeavoured to innovate brand messaging as well as consumer connect initiatives. This unique OOH installation is a testimony to that. We want our consumers to experience their surroundings and colours in a unique way wherever we can and doing something for the Diwali time passengers seemed to be a right way to kick start the integration.â€
Janalakshmi Financial Services will soon launch its operations as Jana Small Finance Bank. The organisation has associated with Nawazuddin Siddiqui as brand ambassador. Through short films, the organisation showcases the actor’s humble beginning in the industry and by doing so encourages its audience to focus on value of money.
Said Ajay Kanwal, Chief Executive Officer, Janalakshmi Financial Services:
“Nawaz personifies our brand philosophy and has the connect and credibility that we strive to deliver through our product offerings.â€
The DDB Mudra Group has announced a partnership with Hotify to launch Artificial Intelligence-led marketing and communication products and services.
Quoting on the partnership, Deepak Nair, Chief Growth Officer, DDB Mudra Group said, “As the digital ecosystem continues to evolve, it is imperative that we look towards creating more meaningful solutions for our clients in all facets of their business. This partnership with Hotify AI, with their incredible wealth of knowledge, expertise, and robust platform, is a bold step in creating value for our clients across the Group.â€
Speaking on the partnership, Ankur Dinesh Garg, Chief Executive Officer, Hotify AI Group said: “We are on a mission of enterprise AI adoption and our partnership with the DDB Mudra Group is a great milestone for us. Hotify has an eco-system driven strategy, where we work as AI enablers to our partners, who in turn bring significant domain expertise and existing clients relationships with large enterprises. Our partnership with the DDB Mudra combines our AI capability with the agency’s domain expertise- to deliver AI-led success in consumer marketing segment and increase ROI, efficiency and predictability for the DDB Mudra Group’s clientsâ€.
Edelweiss Group has signed actor Irrfan Khan as the voice of the customer for its latest SME Business Loans campaign.
Janalakshmi Financial Services will soon launch its operations as Jana Small Finance Bank. The organisation has associated with Nawazuddin Siddiqui as brand ambassador. Through short films, the organisation showcases the actor’s humble beginning in the industry and by doing so encourages its audience to focus on value of money.