MxMIndia

Category: PRODUCTS

  • Offers consumers a chance to win an air ticket every hour, every day for two months

    Kurkure rolls out high-decibel festive campaign

    By A Correspondent

     

    In today’s day and age we use technology to connect or share greetings even during festivals. But while technology has so many benefits, it is also making us more distant. Kurkure’s new Festive campaign attempts to create a behavioural change, encouraging people to meet each other in person, face to face, fuelling real love in relationships!

     

    On buying a pack of Kurkure for Rs.10, consumers stand a chance to win a free air ticket, every hour, over two months. To top it all, every fortnight, one mega winner can win a round trip to any international destination in the world.

     

    Speaking about the latest festive campaign, Vani Gupta, Director Marketing, PepsiCo India said, “We are living in an age where people today are challenged for time and would rather call and SMS, versus making the effort of meeting people in the physical world. Our latest festive campaign seeks to reignite the warmth and love of celebrating as a family together. We are confident that this campaign will touch hearts and make a real difference in behaviour and the larger culture around technology.”

     

    To avail this offer, consumers should look for the Kurkure promo packs that will provide the contest code which they need to SMS to the given number. The promotion is valid up to October 31, 2014, one lucky winner will be selected every hour, every day.

     

    “We’re all getting more attached to our devices than the people we grew up with…and it’s really annoying on festivals to get a text or a much forwarded wish from people we are so close to! So Kurkure wants to go all out and say that the thing to do this Diwali is to make the effort and meet your family and loved ones,” Sonia Bhatnagar, Executive Creative Director, JWT.

     

  • Moving through 250 cities and towns across the diverse terrains and picturesque corners of the nation, the drive will culminate at Greater Noida

    HCIL announces new contest involving Honda Amaze

    By A Correspondent

     

    Honda Cars India Ltd. flagged off its ‘Longest drive through Amazing India’ drive with the family sedan Honda Amaze, to celebrate its success in the Indian market. The drive will cover a distance of over 23,000 kms covering the length and breadth of the country. Moving through 250 cities and towns across the diverse terrains and picturesque corners of the nation, the drive will culminate at Greater Noida.

     

    The family sedan, Honda Amaze, has seen tremendous response from its customers. In just 16 months since the launch, the iconic product has reached the 100,000 milestone number. This is the fastest in the history of HCIL in India.

     

    Announcing the new initiative, Jnaneswar Sen, Senior Vice President, Marketing & Sales, Honda Cars India Ltd said, “Honda Amaze has witnessed great success in the Indian market and the sales milestone further reiterates that we have been able to meet up with the market expectations through our customer-centric innovation approach. We are celebrating this success by organizing the ‘Longest Drive through Amazing India’ initiative which is a part of Honda’s “Amazingly Indian” campaign conceptualised by our creative agency, Soho Square(Gurgaon).

     

    The drive will traverse through mountainous terrains, coastlines, flat highways, congested city roads and the interiors of India showcasing the durability and reliability of Honda Amaze through this diverse terrain. We are really excited about the initiative and believe that the Honda Amaze shall triumph over all these conditions.

     

    Kapil Arora – President, Ogilvy Group-North said, “The Honda Amaze has seen a spectacular run since its launch last year. It is a unique combination of Honda’s technical superiority, a great value proposition and the pride associated with the Honda brand. As the Honda Amaze has been designed specifically to manoeuvre  rough Indian road conditions, and to the unique needs of the Indian customer, we created a campaign reiterating those very virtues of the car – that the Honda Amaze is a sedan truly Made For India.”

     

  • The internet has leveled the playing field forcing execs to rethink tigh controls typical of luxury goods, notes a Deloitte report on 'Global Powers of Luxury Goods'

    The Impact of Social Media on Luxury Goods

     

    Presenting excerpts from Deloitte Touche Tohmatsu Limited (DTTL)’s  1st annual report on ‘Global Powers of Luxury Goods’

     

    Controlling all aspects of business has been the hallmark of luxury brands. From product design to sourcing of raw materials, to distribution and marketing, luxury brands have kept tight control, thus guaranteeing brand-appropriate quality and service levels. While companies serving the mass channel took to outsourcing manufacturing and sourcing of materials to support more rapid growth, purveyors of luxury goods continued to do it the old-fashioned way, satisfied with their healthy profit margins, although perhaps with muted revenue growth.

     

    The internet has changed all that, forcing executives to rethink the tight control typical of luxury brands. The internet leveled the playing field, putting more power in the hands of the consumer with a platform that enables them to shop on their terms, when and where they want, while providing price transparency. Consumer expectations regarding price, value, and brands have all been elevated by increased information and access, and this ubiquitous access undermines one of luxury’s core tenets-exclusivity. The lack of intimacy in the virtual world can diminish brand loyalty, and the ease of comparison shopping and the fluidity of pricing further exacerbate the control issue. What follows is a closer look at the challenges and opportunities that this digital revolution presents to luxury brands.

     

     

    The Indian luxury goods market appears to be on a lower growth trajectory as pointed out in the Deloitte Touche Tohmatsu Limited (DTTL) 1st annual report on ‘Global Powers of Luxury Goods’. In 2012, India once had the fastest growing luxury markets in the Asia pacific region. India grew much faster than China but lost steam due a lack of sustenance of the growth which once made the country an attractive market.

     

    “The entire luxury goods market in India has seen a significant dip in the growth rate and is likely to see a couple of more turbulent years. However, the long term outlook remains positive and India’s luxury market is expected to rise with a strong performance. To supplement this long term growth trajectory, holistic implementation of new reforms and initiatives by stakeholders and regulators would only facilitate the vision,” said Gaurav Gupta, Senior Director, Deloitte in India.

     

    ‘Global Powers of Luxury Goods’ highlight the fact that along with Indian markets, many emerging markets like China, Brazil and Russia have seen deceleration of growth in the past year. This follows a period of rapid growth that was driven by several factors. Going forward, the emerging world is likely to have a year or two of disappointing growth while imbalances are unwound.

     

    In the last five years, the expanding global middle class in the emerging markets has supported growth in the luxury sector and is continuing to grow through 2018. According to Euromonitor the emerging markets like Asia Pacific, Latin America, Middle East and Africa combined together accounted to 9 per cent of the luxury market in 2008 these figures spiked to 19 per cent in 2013 and is expected to leap up to 25 per cent in 2025.

     

    The developed economies like U.S. and Europe benefits from the emerging markets. Over the 2012 to 2017 Euromonitor projects China to lead the tourist expenditure growth followed by India and the other emerging Asian countries. The appetite for American and European brands in the underpenetrated markets is strong and growing many luxury companies to expand its international presence hence creating opportunities in emerging markets like India.

     

    Ubiquity versus exclusivity

    E-commerce is the fastest growing retail channel, accounting for up to 20 percent of a retailer’s or brand’s total volume. According to WWD (December 16, 2013), industry sources estimate Amazon’s fashion business at $95 billion in global revenues in 2013; it is considered one of Amazon’s fastest growing businesses, with an expanding portfolio of aspirational brands. Luxury brands, however, were late to e-commerce, with many assuming that the aesthetics of their selling experience in the designer’s atelier or the flagship ‘maison’ would be difficult, if not impossible, to replicate on the internet.

     

    The potential loss of exclusivity and the prestige associated with luxury brands’ bricks and mortar locations are hurdles that can be difficult for luxury brands to overcome, but they are surmountable, and some brands have clearly embraced the technology-one can shop Louis Vuitton’s website for selected handbags, accessories, and shoes and its social media tab connects the user with Louis Vuitton on Facebook, YouTube, Google+, Twitter, Instagram, Pinterest, and Foursquare.

     

    Ultimately, luxury brands, like most consumer-facing brands, need to deliver an interactive, exciting and efficient shopping experience to all their customers regardless of channel, from flagship to mobile and everything in between. Many luxury brands reluctant to sell online have begun to use their websites to house brand stories, fashion shows, celebrity product sightings, and the like.

     

    Social media

    With the advent of social media, consumers had a new voice, increasing their individual and collective power, and communities of both brand advocates and critics sprang up. While this erodes message control for luxury brands, the internet, along with mobility and e-commerce, is one of the most effective means to introduce new products globally and provide instant gratification to shoppers in any part of the world. Moreover, social media can be used effectively as a vibrant storytelling medium for luxury brands, communicating brand heritage and iconography to a new audience of potential clients.

     

    The visual nature of Instagram, the social photo and video sharing app purchased by Facebook in 2012, makes it a natural platform for luxury and fashion brands. Users have been known to spend hours tracking their favorite brands, looking for a particular fashion silhouette, or posting pictures. With 150 million monthly users, Instagram is a powerful new social media platform: according to Pew Research, most of its users are between the ages of 18 and 29, and about 17 percent have incomes of $75,0001 and above.

     

    Michael Kors ran the first company sponsored advertisement on Instagram on November 1, 2013 and, according to Nitrogram, which ranks the most popular brands on Instagram, the brand’s increase in followers was 16 times more than it would have been following a non-sponsored post. Nike, Gucci, and Louis Vuitton all have official Instagram presences and each company has millions of followers on the platform.

     

    Omnichannel

    As retailers and mass brands have adopted omnichannel or channel agnostic distribution strategies to keep pace with consumer expectations, luxury brands would be wise to acknowledge that the internet has radically altered the path to purchase with shoppers nimbly navigating from cyberspace to store visits in pursuit of their desires. The virtual world is vital in the discovery and path to purchase. According to a recent Deloitte U.S. study, during the 2013 holiday season, omnichannel shoppers- defined as consumers who shopped online, on their smartphones, and in-store-spent 76 percent more than store-only shoppers in total2.

     

    Consumers are spending increasingly greater portions of their day online and are connected with smart phones and tablets. As uncomfortable as this change may be, for luxury players, it is participate or perish. While an entire brand’s assortment needn’t be available for sale on the internet, a luxury brand can offer, for example, a select group of accessories that help promote its brand story and keep the customer happy.

     

    To remain relevant, luxury brands have to go where their consumer and new consuming audiences are-social communities. Consumers have extremely high expectations for luxury brand sites, from design layout, functionality and ease of navigation, to brand iconography, and strength of overall brand presence. A brand strategy that encompasses the internet holistically can be successful generating interest, brand affiliation, and, ultimately, evangelism, where a customer feels compelled to share ‘brand good news’ with others through social media or word of mouth. Aspirational or premium brands such as Coach, Kate Spade, Michael Kors, and Tory Burch have been quick to adapt to the internet, as well as to social media and omnichannel strategies, and increasingly we see the most exclusive luxury brands joining the ranks.

     

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    The internet has created new distribution channels for luxury fashion brands to keep up with consumer demand for the latest fashion at a value price. In addition to ebay.com, where individuals and businesses bid on used and never-worn fashion items, flash sites such as Gilt.com provide discounts up to 60 percent off original prices, while Rent the Runway allows for temporary ownership of designer apparel and accessories, and TheRealReal.com is an online consignment shop of designer and luxury products.

     

    Custom and bespoke initiatives

    Luxury brands can retain exclusivity while still broadening their client base with the expanding market for luxury goods with custom made products, limited editions, and exclusive assortments for the internet, wholesale and flagship locations. These efforts create demand, drive store/site traffic, and elevate exclusivity while sustaining the distance between a luxury brand and a mass fashion brand. Moreover, client involvement in product design, from Van’s and Nike’s $100 sneakers to a Louis Vuitton bag for $60,000, creates an emotional attachment with the brand, driving loyalty and brand advocacy.

     

    From communication to conversion

    According to Elizabeth Canon, founder and president of Fashion’s Collective, luxury brands have spent the last few years exploring the risks and opportunities that existed for them on social media and e-commerce: “should a luxury brand have a Facebook page? How should they collaborate with bloggers? How should brands translate their offline store experience to an immersive web store?” It is likely that going forward such brands will increase their focus on how big data can increase conversion and on tracking global consumers, with return on investment and data metrics supporting branding and marketing decisions.

     

  • The new Visa campaign has received more than 2 million views on YouTube

    New Visa campaign seeks to empower Tier 2, 3 consumers

    By A Correspondent

     

    Visa, the global leader in payments, has launched a new marketing campaign to give consumers the confidence to make purchases online with their Visa Debit card. The new campaign has been created by BBDO and is targeted towards Visa Debit cardholders in Tier 2 and 3 cities, who are helping to drive the significant growth of e-commerce in India – as they now have access to goods and services that earlier were not available in their town.

     

    Uttam Nayak, Global Head of Emerging Markets Digital and Group Country Manager India & South Asia, Visa said, “Over the last few years there has been a positive change in consumer perception, approach and purchasing behaviour towards online shopping. More and more people are now shopping online, which has resulted in offering equal opportunity to everybody, irrespective of where they belong. Visa works with millions of merchants both within and outside the country, to ensure that shopping with a Visa Debit card, is safe and secure.”

     

    The campaign demonstrates the “initial hesitation or nervousness” of doing something for the first time and shopping online; each payoff as being the joy of accomplishment in new unfamiliar situations, thanks to the reliability of a trusted, innovative brand such as Visa. In each story, the protagonist is shown accomplishing an activity out of their comfort zone paired with using their Visa Debit to make an online transaction. The films also highlights the Verified by Visa process, one of many Visa’s advanced security features that keep consumers online transactions safe and secure. In line with our target audience’s sensibilities, the creative is light-hearted, humorous and showcases real people.

     

    Josy Paul

    Elaborating on the campaign, Josy Paul, Chairman and Chief Creative Officer BBDO India commented: “Through this campaign we are trying to empower more and more Indians to be where they want to be by using the power of the internet and their Visa Debit cards. As new towns and corners of India embrace eCommerce with first time purchases, it creates fresh enjoyable moments that are filled with innocence and joy. The possibilities are endless.”

     

    The new campaign will be showcased across TV, digital and social media channels to target consumers along their online path to purchase. The first commercial in the series, “Surprise Gift”, has received more than two million YouTube views within the first 10 days of its release.

     

  • With a WHO report suggesting that India contributes to 20 per cent of the total fatalities in the world due to road accidents, Bajaj Allianz General Insurance takes to Digital Media to create awareness

    Bajaj Allianz launches video campaign around road safety

    By A Correspondent

     

    Leading private insurance company, Bajaj Allianz General Insurance Co. Ltd launched a digital Video campaign titled- Can You Drive Like Your Dad? Bajaj Allianz roped in WATConsult, a leading digital media agency in India, to execute this campaign.

     

    A first of its kind initiative by an insurance company; Bajaj Allianz, with this video, hopes to connect with its audiences at an emotional level. The video features two kids emulating their dads to trump each other’s claims of whose dad drives faster on the road. The claims get more aggressive by every passing moment with one of them saying, “My dad drives the car at 200 kmph while talking on the phone”. The argument escalates to an actual race between the two on their cycles, eventually ending in a crash. The video ends with the two kids being friends again. With the premise of making roads safer for children, Bajaj Allianz’s underlying message through this video is simple- A play accident today, can be a real one tomorrow. Make the roads safer for your children!

     

    Commenting on the launch of the Digital Video Commercial, Aditya Sharma, Vice President and Head – Digital Marketing, Bajaj Allianz General Insurance, stated, “Bajaj Allianz has been involved in various initiatives that promote road safety and has been running the Drive Safely campaign for over 3 years. The visible frequency of unfortunate incidences of people getting injured in road accidents has increased tremendously, and the need of the hour is to create awareness and make people understand that the result of their actions could sometimes lead to someone else dealing with the consequences.”

     

    Commenting on the idea, the execution of the DVC, Rajiv Dingra, Founder & CEO, WATConsult says, “The insight we came up with, was very strong that parents’ habit of rash driving does affect how children view what is doable on the roads. I feel this insight is very strong as it is connected to the reality of today where everything parents say or do becomes fodder for their children’s imagination. We feel the DVC rightly captures this and addresses parents for the issue of road safety.”

     

  • In this digital age, consumers instead visit multiple car showrooms and seek opinions from people around them

    Ogilvy Bangalore launches CarWale campaign

    By A Correspondent

     

    CarWale has launched its first ever mass media campaign, spearheaded by a television commercial that makes a strong point with a tinge of humour.

     

    The strategy, as articulated by Ogilvy Bangalore, was to inextricably link CarWale to the car-buying process. This came to fore through consumer research which showed that there is a low awareness for the portal, and CarWale is still not the first point for them to gather information in their car buying process. In this digital age, consumers instead visit multiple car showrooms and seek opinions from people around them.

     

    Steven Hough, Executive Creative Director, Ogilvy Bangalore said, “It is a common insight that car buyers, especially in India, take everybody’s opinion before deciding on a car. We decided to capitalize on this and highlight the dilemma of the Indian car buyer in a series of amusing vignettes.

     

    Mohit Dubey, Co-founder and CEO, CarWale added: “We are extremely excited about our first foray into building brand CarWale with mass media advertising. We have timed this campaign keeping in mind buyer sentiment at this time of year, when pre-Diwali car research is at its peak, and the response we have received from both buyers and the industry is humbling.”

     

  • Reinforces proposition of offering widest selection of products at lowest-possible wholesale rate

    Enormous Brands highlights USP of ShopClues through new campaign

    By A Correspondent

     

    ShopClues.com has launched its first-ever campaign that has been conceptualized and created by Enormous Brands. The TVC ably highlights the online retailer’s value proposition of being the ultimate destination for a wide variety of products available at wholesale rates.

     

    Having gained a firm foothold in the market in a short span of three years, ShopClues is counted among the top 5 marketplaces in India, and is now focusing on growth and differentiation in its offerings. The company recently unveiled its new logo to reflect its strong market position with 15 million monthly visitors, over 9 million products and more than 75,000 merchants on its platform. Its website and mobile app have been revamped to a savvier user interface and experience (UI/UX). ShopClues now aims to communicate its vision through a creative ad campaign.

     

    Radhika Ghai Aggarwal, Co-Founder, ShopClues.com, said, “We nurtured the brand by first establishing a formidable presence in India before unveiling our market position. In the current quarter, we are eyeing a significant milestone – the launch of our first-ever brand campaign which includes a revamp of our desktop and mobile sites, a rebranding exercise with a new logo and other assets, and a TVC supported by extensive ATL and digital initiatives. We hope to tap into new customer pools and diverse markets with our mass-media campaign, as well as further grow our merchant base.”

     

    The TVC has been created by Enormous Brands, led by ad-veteran Ashish Khazanchi. It shows a hawker on the street with an over-sized stack of goods on his head shouting, “Wholesale ka Rate….tu kya lega Seth”. A man from a balcony calls out to him, picks up a product from the stack and says, “Saara wholesale ka market… theek aapke ghar tak…ek cheez bhi lo toh wholesale rate pe.” As he says this, the ShopClues.com logo appears on the screen re-instating its positioning as the only e-retailer in India which delivers the widest range of offerings at wholesale rates regardless of whether a consumer orders one or many products.

     

    The TVC will be launched through a high-frequency build up media plan for about 4-6 weeks with a strong GEC presence, followed by music channels, Hindi news channels, movie channels and youth entertainment channels.

     

  • The new Kissanpur film, that has been crafted by Lowe Lintas + Partners, propagates this philosophy for Kissan

    Junk those gadgets, urges Kissan in new digital campaign

    By A Correspondent

     

    There is a growing trend of nuclear families where both parents are working, particularly in urban India. To meet tight deadlines at work, many parents end up spending not just weekdays, but even weekends on their computers or mobile phones, and compromise on the quality time they can spend with their children. Kids fill this vacuum in their lives by playing games on a digital screen instead of in the playground. They miss out on the ‘real’ joys of life.

     

    Realising the pressures of the modern world and the aspirations of the parents, particularly mothers, for their children, Kissan believes that spending time together with loved ones is the key to the real joys of life. The new Kissanpur film, that has been crafted by Lowe Lintas + Partners, propagates this philosophy for Kissan. It encourages parents to team up with their kids to share the joy of planting tomato seeds and nurturing them to see them grow and bear fruits and thus helping the parents and kids to bond together. While the fruits of these plants will become ingredients for their kids’ favourite Kissan ketchup, the real prize will be the memories they create of their time together with their kids.

     

    Speaking about the new Kissanpur film launched by Kissan, Abhiroop C, Category Head, Packaged Foods, Hindustan Unilever Limited said, “We can all start this change in our own houses. We need to curb the urge to flick out our phones or open our laptops on weekends. As adults, we need to be the change-bearers, our kids will follow. The act of bringing smiles and spreading happiness will also help build a strong emotional connect for the brand with its consumers. Consumers would not only appreciate Kissan’s real ingredients after experiencing nature but would also build brand love.”

     

    Kissan products are made from 100 per cent real fruits and tomatoes. The brand wanted consumers to believe this, not only because it was saying so but because they have experienced the same. Thus the philosophy of Kissanpur was born in 2012 – which was about making consumers fall in love with real natural experiences. Through Kissanpur, Kissan facilitates and encourages kids to experience nature by sowing seeds and growing real plum juicy tomatoes. Kissan, at the end of the campaign takes the tomatoes from 100 kids shortlisted from the contest and uses these tomatoes to make its Kissan Tomato Ketchup. The winners are recognised for their efforts with their pictures featured on the ketchup bottles.

     

  • Piramal Healthcare is on the leading players in the self-care domain

    McCann unveils new campaign for Quickkool

    By A Correspondent

     

    Worldgroup has launched a new campaign for Quickkool. People live with mouth ulcers rather than do something about it as they know it will remain for some days. Current mouth ulcer solutions in the market do not talk about ‘Instancy’ in terms of relief. Quikkool is a unique mouth ulcer gel that provides instant relief from pain & burning sensation of mouth ulcers.

     

    The film documents the tale of a Sherpa in the snow-capped mountains. He encounters a loud yell from the distance. His curiosity draws him towards the source. Slowly but steadily, he inches further, only to realize that the shriek is not of Yeti, but instead a mountaineer facing the pain of a mouth ulcer. The Sherpa instantly solves the problem with QuikKool mouth ulcer gel as he yells out, “Chaale tujhe dekh loonga!”

     

    Kedar Rajadnye, COO, Piramal Consumer Products said, “Piramal Healthcare is on the leading players in the self-care domain, wherein, consumers take their own self care decisions to solve their problems that disrupt their routine. We saw, Mouth Ulcers’ as one of those routine stopping’ problems faced by consumers that we need to solve. We met lot of consumers & understood that the intense pain while eating & talking caused due to ‘mooh ke challe’ becomes unbearable & that there is currently no single effective solution. QuikKool gives instant relief from pain as well as provides cooling comfort and thus, enables the consumer to get on with one’s life.”

     

  • The global campaign, revolves around celebrating the real moments of people who truly live in Levi's

    FCB Ulka creates campaign for Levi’s new Commuter range

    By A Correspondent

     

    Denim brand Levi’s has launched its newest collection for the urban commuter – the Levi’s Commuter series. Focused on form and function, the Levi’s Commuter collection is intelligently designed to suit the needs of urban commuters. Some hero products of the collection include hooded truckers jackets, woven shirts, jersey tees, the iconic 5-pocket jeans and city trousers. The commercial, conceptualized by FCB Ulka Bangalore, carries forward the global brand philosophy: ‘Live in Levi’s’. The global campaign, revolves around celebrating the real moments of people who truly live in Levi’s.

     

    Sanjay Purohit, Managing Director, South Asia, Levi Strauss & Co said, “The Commuterâ„¢ line in India has been specially created for urban commuters who use the metro, the local trains or motorbikes. It is made of stretchable, water resistant and odor resistant fabric, with reflective tapes for better visibility at night. We have captured the unique benefits of this product in our latest campaign in a manner that is relevant to our consumers. Levi’s® Commuterâ„¢ brings together form and function in a product line that truly enables our consumer to Live in Levi’s®.”

     

    This TVC captures the commute of a musician from his home to the recording studio and the hurdles the streets have for him. The TVC highlights the practical benefits of the Levi’s® Commuterâ„¢ range as the protagonist rides through busy traffic, travels in a metro, and even walks in the rain to reach the studio. He does all this with ease and style, thanks to Levi’s® Commuterâ„¢.

     

    Speaking about the campaign, Dennis Koshy, Vice President, FCB Ulka, Bangalore, said “Levi’s® has always been about being true to oneself and being effortless. Now, Levi’s® brings product innovation through functionality to the table with the Levi’s® Commuterâ„¢ line. The challenge was to retain the iconic imagery of Levi’s® while highlighting functionality in an engaging manner’.”

     

     

  • The campaign gives the consumers an insight on why the food cooked in Sunrich oil is healthier and better than any other refined cooking oil

    DDB Mudra unveils campaign for Sunrich oil

    By A Correspondent

     

    DDB Mudra South & East has launched the Sunrich Refined Sunflower Oil new pack across India with a key focus on the South market. The television campaign showcases the superior nature of Sunrich refined sunflower oil. The campaign gives the consumers an insight on why the food cooked in Sunrich oil is healthier and better than any other refined cooking oil.

     

    The TV commercial captures the superior nature of Sunrich refined sunflower oil by comparing it with the competition oil. In the TVC, famous south Indian actress Priyanka Upendra is seen having a conversation with a Nutrition expert who explains to her why a poori cooked in Sunrich refined sunflower oil is healthier than the one cooked in competition oil. He explains that Sunrich Refined sunflower oil is clearer, lighter, healthier because of the unique seven stage refining process it goes through which clears all impurities. Food cooked in Sunrich absorbs 15 per cent less oil; Sunrich has 0 per cent cholesterol and is fortified with Vitamin A & D (VitaminE is naturally present).

     

    Alok Mahajan, Head of Marketing, Popular Division of Ruchi Soya Industries Limited shared, “Our consumer research reveals that consumers are becoming increasingly conscious of what goes into their body and they are moving towards healthier alternatives which they can trust With the launch of the new “Clearer, Lighter, Healthier” Sunrich, we want to address the housewife’s requirement of oil that offers her both health and taste at an affordable price point.”

     

    Sujay Ghosh

    Sujay Ghosh, EVP, DDB Mudra South & East, said, “Nowadays, its difficult to get products with a clear USP. Sunrich had that. We just magnified it. So, Sunrich is positioned as ‘Clearer, lighter, healthier’ (Iskke gunn saaf dikhe), a clear product differentiator in the category. The communication aims to resolve the stress a housewife goes through while choosing the right oil for her family. The brand ambassador of Sunrich, Priyanka Upendra is a popular face in South India and has helped the brand build more traction with the TG.”

     

  • The film captures various people in prayer, in temples, at home, in meditation, in celebration

    RK Swamy BBDO executes campaign for Mangaldeep Agarbattis

    By A Correspondent

     

    Campaign Name – Mangaldeep- India in Prayer

    Client / Brand Name – ITC, Mangaldeep Agarbattis

    Creative Agency – RK Swamy BBDO, Chennai

     

    Brief: The film is a montage that captures the transformation of agitated prayer into a moment of quiet and serene divine connect. It opens with a babel of anxious prayers, which is silenced by the striking of a match that lights a Mangaldeep agarbatti. And the chant of the Universal Prayer or the Shanti Mantra or the Sarveshaam Mantra begins. The film captures various people in prayer, in temples, at home, in meditation, in celebration… all experiencing the silence and peace of the selfless Mangaldeep prayer.

     

    Research insights: In today’s India, there is an increasing lack of knowledge and confusion about what role religion and prayer should play in our lives. As we compete materially and deplete spiritually, we find ourselves struggling to reconcile our values with our daily ambitions. Our key insight centered around the fact that while agarbattis are all about the ritual of prayer, increasingly in this chaotic world of ours, prayer has become more of an automated, frantic, need-based ritual.

     

    “The response in our consumer research on the scratch was better than anything we expected. We knew we had a winner when we heard the inclusiveness and emotional connect that the scratch was bringing,” said Ambika Chandrasekar, VP, Research & Planning, RK Swamy BBDO, Chennai.

     

    Thought process: Since work began on brand Mangaldeep about a year ago, it witnessed growth in the shelves, but what it had to aim for was growth in mindspace. The task was to create communication that would help it stand out as a large and distinctive brand in a marketplace crowded with regional players. Communication that would also cut through the clutter and advertising noise.

     

    Differentiating factor about the ad: The powerful visual language, complemented with the stirring music track.

     

    Youtube link: https://www.youtube.com/watch?v=AYGpmjzNBSg