Mobile brand Honor has launched its integrated ad campaign titled ‘You deserve better’. The campaign is aimed at reiterating the brand’s commitment to deliver better every time and with the upcoming Honor 20 series. The campaign has been executed by Mullen Lintas.
Talking about the new campaign, Suhail Tariq, CMO, Honor India said: “With the smartphone industry adopting technology at such a rapid pace, consumers today are more empowered and better informed than ever before. Consumers today expect quality design, best in-class cameras and high performance. With our new campaign “You Deserve Better”, we not only want to meet these aspirations, but also keep pushing boundaries to continue to remain the most preferred choice for consumers.”
Commenting on the launch of the campaign, Vikas Mehta, CEO, Mullen Lintas said, “Honor is one of the fastest growing handset brands in the world, and is known globally for its innovation and connect with the youth. The brand aims to bring top end innovation at great value to users and caters to a segment we call, upgraders. Honor 20 series is a great example of devices with specs that meet or beat most flagships. As a true challenger brand, we chose to target people who are stuck with their overpriced flagship phone that often lets them down. This series of content-pieces aims at stirring that dissonance amongst people through a strong point of view from Honor, that #YouDeserveBetter.”
Adidas India announced the launch of its campaign #NeverStopCreating’. Featuring cricketers Rohit Sharma, Kuldeep Yadav and Rishabh Pant, the campaign builds on the brand’s belief that creativity never stops, on or off the pitch.
Speaking on the launch of the film, Sharad Singla, Brand Marketing Director, Adidas India said: “At Adidas we believe in the infinite power of creativity. “Never Stop Creating” is a campaign which has been developed keeping in mind this belief and the personalities of the three creators who lead adidas’s voice in cricket. The entire campaign has been focused keeping in mind digital media. It will appeal to creators and the consumers who are hooked online and are seeking fresh and exciting content on their favorite topics and heroes.”
On the occasion of Child Safety Week which ended yesterday (June 9), Godrej Locking Solutions and Systems, (GLSS), as part of its Har Ghar Surakshit initiative, unveiled a digital campaign to raise awareness of child safety, the risks faced by children at homes and how they can be prevented.
Commenting on the campaign, Shyam Motwani, Executive Vice-President and Business Head, Godrej Locking Solutions and Systems, said: “With 64 per cent Indians not equipped to handle home safety threats as per our Har Ghar Surakshit 2018 report, Godrej Locks is committed to endorsing home safety. This includes not just promoting physically safe homes, but also the need to adopt practices which make homes risk free for all age groups including kids. Child safety, be at homes or outside, is one cause for which we need a lot of conversations to take place. At home, parents should create an environment free of hazards and upgrade homes by looking at different risks of different age groups. Through this digital campaign, we are trying to create awareness of the risks within homes and sensitizing parents on preventive measures to avoid them.
ICICI Lombard has launched a new corporate campaign that highlights its technology solutions with a human touch.
Said Sanjeev Mantri, Executive Director, ICICI Lombard General Insurance on the campaign: “In today’s times, technology is an integral part of everything that we do. As an insurer, it helps us develop innovative, first-to-market solutions that set new benchmarks in the insurance space. However, technology can be cold and impersonal and when it comes to seeking help in the hour of need, customers always look for the human touch. For us, technology is not the primary solution, but an enabler for our team to help our customers, whenever they need our support. The campaign effectively communicates this thought by showcasing our employees, those who burn the midnight oil to introduce these innovative and customer friendly solutions”.
Added Talha Bin Mohsin and Mahesh Parab, Group Creative Directors, Ogilvy & Mather: “ICICI Lombard’s communication has always been driven by its customer-centric values of keeping promises no matter how difficult. But this time it was a bit different. We wanted to tell customers that we keep our promises. This is only possible when the company is driven by technology that in turn is driven by empathy of our employees towards our customers and their evolving needs. The result – stories of our technologies helping our customers and the real men and women of ICICI Lombard behind those technological innovations.”
Japanese commercial electronics major Casio has announced L&K Saatchi & Saatchi Mumbai as its creative agency for the entire Casio watches portfolio in India. L&K Saatchi & Saatchi won the brand mandate following a multi-agency pitch, in which leading agency groups participated across multiple rounds of pitching. The agency will be managing Casio India’s integrated communications mandate for the entire watches portfolio.
Speaking on the development, Kulbushan Seth, Vice President, Casio India said, “We are extremely delighted to partner with L&K Saatchi & Saatchi as our strategy and communications partner for Casio India. Casio has a unique legacy across the world, and since we are going from strength to strength in India, we found it to be the perfect time to collaborate with L&K Saatchi & Saatchi who are experts in their domain and will enhance our creative vision.”
Added Charles Victor, Executive Director, L&K Saatchi & Saatchi: “It’s not often that one gets to work on an iconic brand and our partnership with Casio Watches has brought quite a few opportunities our way. G-Shock, Baby G and Casio Edifice are just some of the brands that we’re so excited to work on and so proud to partner in India. We look forward to doing magic on these iconic brands.”
Nowadays, it is becoming tough to be a man. And even Gillette is getting into the act.
I am into this simple brand-feature-benefit-transactional relationship with the multi-edged Gillette razor, when suddenly from every article on marketing communication and potential award list now has started questioning me.
Gillette Started The Battle Of Toxic Masculinity.
When on January 13, Gillette tried its toxic masculinity concept and was brave enough to accept that maybe it was wrong to project the kind of masculinity that they have a party to. And perhaps they have been inappropriate in their reflection and projection of not only men act against woman but the woman herself. (The toxic masculinity advertisement has some 700,000-plus dislikes on YouTube). How right!
The brand told you “We believe in the best in men: To say the right thing, to act the right way. Some already are in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow” and I ask, who gave Gillette the right to contextualise and define what is wrong and what is right.
Surely, I have multiple sources to listen, read and follow then a razor brand sharing this purposeful new doctrine. Well, the brand, in a way, went on to almost stereotype all the men in one bucket.
All that from the fundamental insight ‘I am not the bad guy, but I don’t know how to be a great guy,’. Wow, is that advertising trying to be defining a cultural context. And which man does not know the difference between right and wrong, it’s as much as can’t and won’t.
You are free to hold another point of view. That’s Okay.
Is Gillette Advertising Really Purpose-Led.
I want a razor and not a lecture on morality.
Sincerely, I don’t like drifting aimless advertising.
I thought that was international. And then suddenly we have this Spain Gillette asking you Are you man Enough?
The definition of masculinity and what really is a man has been shifting. You can ask the razor brand that is finding it difficult to add more edges to its multi-edge blades.
https://youtu.be/sfL2vpJJ1uE
We have indeed been domesticated at home. We have been along with the daughters of the world lived through a generation of can’t, don’t and won’t. It was always more about how to behave, and that meant more of what not to do.
We have grown with the idolised definition of what a man is or should be. Across the country, there are various definitions of masculinity. Masculinity, revenge, honour, bravery, money, wishes and dreams were rolled into an undefined heterogeneous mix of directives. Add virility, beard and performance into that list, and that’s what we know.
Tear, fear and accepting defeat was never part of that definition. It’s still not, other than the time when on social media, one wants to be politically right. And now this silly hair-cutting tool manufacturing company believing research wants men in Spain to re-evaluate the stereotypes as it makes the real man feel uneasy.
The Complete Man Was Another Level Of Masculinity.
Raymond’s ‘The Complete Man’ has been trying to tell us what is the construct of a perfect, complete man. It is non-intrusive and has been working. It never shouted or disturbed you with the question, Are you man Enough? And I am still talking of the earlier ‘The Complete Man’ series that was subtle and moderate by any standards.
Men Will Be Men Is Another Polarised Masculinity.
It is okay. It is absolutely fine when we men laugh at ourselves. Look at the Imperial Blue ‘Men will be Men’ series. Don’t they teach you and remind you of obnoxious silly behaviour. They tell you in many ways what’s wrong or what’s right. And we men knowing what’s in it for us can take it easily. We don’t need this sharp blade razor manufacturing brand to overtly threatening tone to ask ‘Are you man enough?” or I will…
Gillette Disturbs Asking – Are You Man Enough?
Funny then for someone to ask “Are you man enough to admit you’re afraid?” And in the Spanish version, it begs the viewers if they are man enough to be a queen? I don’t think Gillette is thinking of asking such questions in India.
Every research points out that the new age consumers are looking for brands with a purpose. But this? Seems like someone searched for the purpose and then tried fitting in the brand.
I am not sure how easy or tough it was for the team at Proximity, Madrid, Spain to internalise this changing definition and shifting stereotypes before they made the client see their way.
Oh, it is different when the question gets mellowed down to a simple and more acceptable format. “Are you man enough to be you?” Now, you see, the communication is far too convoluted and complexly un-related with the brand.
It may be artistically exceptional and commercially well-produced. It may be superbly directed and well-executed. The truth remains that it is trying to be courageous in contextually correcting its earlier smooth shave gets you everything approach. It’s good that the brand is trying to GLOCALISE the concept, as there will be a razor-sharp difference from well-executed to downright polarised failure.
The brand wants you to relate it to another simple fact that “It takes a real man” to do things, to be himself and do things that may not be right but a must. And this it thinks will add and facilitate an inclusive freer world. Help identify the new modern idealistic stereotype of contemporary man. Follow that changing expectation Gillette have moved from its own admissible toxic masculinity of “The Best that a man can get” to “The best men can be”. Well, that for a change is definitely within the challenging new definition. Gillette seems to be man enough to express regret and change.
…………………..
Gillette May Not Affect Toxic Masculinity Or Help You Find the Answer- But It Will Win Awards
Why do I have a feeling that this long-term commitment to a right directional swipe by the brand is going to get a lot of awards: ‘The Best that a brand can get’.
Do not forget, in Spain under this programme is a small scale prototyped 20,000 students connect programme by sociologist and psychologists. Additionally, there is that judges polarise Gillette Interactive teen chats focussing on real masculine values. There the teens will debate, reflect and surely realise (for the brand’s benefit) that masculinity means a lot different. They will get rejuvenated and charged for breaking barriers that that stop them from being themselves.
Admit, Gillette Has Been Courageous In Their Act. Now They Need To Just Hold On To Their Belief. They may be saying it right and the way they want to say and shake up male thinking and stereotyping – but then I personally see a lot of gap between product-brand and the purpose. Hopefully I am not alone in it.
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DUREX STABS MEN.
Meanwhile, another Man’s friend in need- DUREX CONDOMS tried starting a conversation under # OrgasmInequality. It is talking about a woman faking orgasm to satisfy the male performance ego.
You’ve heard the numbers, you’ve heard the women and you’ve heard the men. Now it’s time we hear you! It’s time to talk #OrgasmInequality and Fake Orgasms. Ask a question, tell us your story or just be part of the conversation with #IFakedItToo. pic.twitter.com/cxeZRHkA0N
— Durex India (@DurexIndia) May 31, 2019
Something that every man knows but is afraid to speak about.
The best friend Durex did not trade sides but reminded Man that lovemaking is all about mutual intimate pleasure.
Horrible brand, it is asking women to share their fake orgasm story under #FakedItToo. Even if they open about these stories to the man they are intimate with, it can hurt many dudes psychologically to the level of dysfunction.
It is different that in our country, not many women will share such stories even if it is Swara Bhaskar and Pooja Bedi prompting them, but everyone would play their stories in mind. It did have an expected adverse playback from men. There was a lot of twitter debate about it. Yet, think the brand is still the winner.
Another brand making it tough to be a Man knowing that the females can really influence the choice. The brand knows that it is absolutely true in the case of condoms. A man will get what everything that gets him the action and boosts his ego. And anyway it is all about Durex Mutual Climax Condom- another pressure point..
This is confusing, as it is the case of “The best men can be” to “The Best that a man can get”. I just hope people get what is being said above. I hope the stance and comments are not taken at face value.
Volkswagen India has launched a special Cup Edition for its carlines – Polo, Ameo and Vento.
Conceptualised and executed by the DDB Mudra Group, supported by PHD India and MSL India, the multimedia campaign, notes a communique, has brought Germany and India together over the sport of cricket by bringing in German support for Team India.
Speaking about the campaign, Bishwajeet Samal, Head of Marketing, Volkswagen Passenger Cars said: “World over, Volkswagen has a great commitment towards sports. It plays an integral part of our business as it unites performance, passion, inspiration, excitement and lastly emotion. As a German brand, it is great to witness the support that this campaign has received from Germany so far, with more and more people joining in the cheer. With Thomas Muller catalysing the #GermanyCheersForIndia movement, we aim to celebrate and bring together sportsman spirit all over.”
Added Rahul Mathew, National Creative Director, DDB Mudra Group: “At a time when every brand would be doing their bit to support the Indian team, we needed to do something that would not only stand out but also had a strong Volkswagen connect. And what better way to do that than to use its German origins. #GermanyCheersForIndia does the unthinkable – Thomas Mueller in a blue jersey pledging his support for India. The campaign has garnered unprecedented conversation for the brand. And has gotten cricket stars and fans applauding both Mueller and Volkswagen, for this gesture.”
Thought Blurb has launched a new campaign for Parle Magix, the biscuit targeted at kids. The campaign kicked off with a TVC created in 11 languages and will run across all kids TV channels. This will be supported by print, digital, on-ground activations and a host of media including Comic Books and on-ground activations.
Said Mayank Shah, Senior Category Head, Parle Products: “Parle Magix is a cream-filled biscuit. In this category, the primary influencers are children and are therefore the target audience for Parle Magix. The cream-filled biscuits market has national and international brands as well as many regional players. To break through the clutter, we needed a strategy that spoke directly to the child. The act of splitting open the biscuit and licking the cream is the way most children eat cream filled biscuits. So we decided to turn the act of eating the biscuit into a form of play. In fact, with a multi-media campaign we hope to establish eating Magix as a fun exercise in making the right decision,”
Added Vinod Kunj, Partner and CCO, Thought Blurb: “The campaign addresses the child who wants to fill his days with the most activity as possible. Letting the child know that his mischief is tolerated and also encouraged is the direction we’ve decided on. In other words, Parle Magix speaks directly to the child saying that ‘we let you decide what you would rather do.”
Halonix has unveiled its motion sensor bulb – Radar under its sub-brand Halonix Prime.
Commenting on the launch of the new ad campaign and its relevance, Rakesh Zutshi, Managing Director, Halonix Technologies, said: “We found in our consumer research that often consumers left the bulb on in places in the house that they did not frequent much. They also wanted the convenience of an auto-on, auto-off bulb especially with kids and elderly at home. Lastly they also wanted a bulb that could keep their home secure from the outside by lighting up whenever there was movement. The Halonix Radar bulb and its ads were developed keeping these consumer needs in mind.”
Added Harsh Maheshwari, Senior Creative Director (Copy), Enormous Brands: “The idea of using Halonix Radar Bulb as the magical intervention to make people’s lives convenient and safe. After all, what’s cutting edge technology if not borderline magic, right? He further added that getting the casting and music right was critical to bring out the product magic in an interesting manner.”
Livguard has unveiled its latest campaign #LeAaoGhar to cheer team India. Through its digital film, the brand focuses on the emotions of every Indian across varied walks of life, be it a school-going kid, an army officer or a corporate employee connected with their family and reminiscing the moment spent with their loved ones.
Commenting on the initiative, Gurpreet Singh Bhatia, CEO, Livguard Energy Technologies: “Since the cricket fever is so high during the World Cup, we are delighted that we could contribute our bit through these initiatives. The campaign is designed keeping in mind the unity and enthusiasm that the nation bleeds during the World Cup. With #LeAaoGhar, we are supporting the spirit and fervor of every Indian towards encouraging team India to bring the cup home with pride.”
Oxfordcaps, a branded and tech-enabled student housing company, announced the launch of its new ad campaign, ‘Chill Karo Chinta Nahi’.
Said Annu Talreja, CEO of Oxfordcaps: “More than 10.4 million students across India are migrating to cities every year to pursue their academic dreams. The largely fragmented, non-standardised student accommodation – PG (Paying Guest) and poorly managed hostels has left a huge gap for the right product for this segment. Oxfordcaps is addressing this gap and is aiming to meet up to 60% of the unmet demand in the student housing market. This ad campaign will create awareness about the features provided at our accommodations amongst the Gen Z students and will connect very well with their mindsets as the characters of this ad film are also students who project the day to day problems faced by hostellers,”
This cricket season, Thomas Cook wants fans to travel from wherever they are to watch the World Cup with their first cricket buddy, their father. The digital video campaign, #CricketDateWithDad leverages a significant trend close on the heels of Fathers’ Day (June 16, 2019) and in sync with the ongoing ICC Cricket World Cup.
The campaign has been conceptualized and created by Law & Kenneth Saatchi & Saatchi and includes a TVC, which is live on social media and digital mediums.
Speaking about the campaign, Abraham Alapatt, President, Group Head – Marketing, Service Quality & Innovation, Thomas Cook said: “The new wave of father-child bonding trips is a significant opportunity for our brand. Through our campaign #CricketDateWithDad, we aim to focus on the sentiment shared by father and child, and induce in our customers the need to take time out from their schedules and spend some exclusive time with their first hero – their dad. With cricket being India’s passion and Fathers’ Day coinciding with the ICC Cricket World Cup, we’ve combined the two to present it as a compelling proposition to our customers.”
Speaking about the film, Debarjyo Nandi, Senior Vice President, L&K Saatchi & Saatchi added: “We don’t realise until it’s too late that these moments with our dads will never come back. We don’t realise that while we have now moved on to watching matches with our friends, he’s still at home, probably watching it alone. We don’t realize that watching a World Cup in the stadium is probably on their bucket list too, which we should prioritise over ours…else regret not realising this dream for the rest of our lives! ”
By Sanjeev Kotnala