Kamdhenu Paints has rolled out a new digital campaign titled #NayiSochNayaRang to give impetus to progressive changes in our mindset and stoke positive conversations on relevant social issues. The campaign is now live on its digital platforms like Facebook, lnstagram, Twitter and LinkedIn.
Commenting on the campaign, Saurabh Agarwal, Director, Kamdhenu Paints said: “Today, consumers are no longer investing their time, money and attention in brands that just sell quality products at competitive prices. They are making carefully considered choices to buy from companies that stand for a purpose they personally identify with that reflects their values and beliefs. This could be on important values such as women empowerment, child education, health and wellbeing, or on broader societal issues such as environmental sustainability. In keeping with this expectation, we have come up with our new campaign #NayiSochNayaRang to influence people’s thinking for a better tomorrow.”
Fevicol is celebrating its 60 years of operations in India. Launched with a single product, Fevicol today has over 75 variants like Marine, HeatX, Hi-per, EzeeSpray and defines the adhesive category.
To celebrate this milestone, Fevicol has unveiled a new campaign that captures its bonding qualities. Conceptualised by Ogilvy, Pidilite’s creative agency partner for over three decades, the new TV film highlights the Fevicol’s journey over the years in its typical human and humorous fashion.
Bharat Puri
Said Bharat Puri, MD, Pidilite Industries Ltd: “Fevicol is one of the rare adhesive brands to feature in the most trusted brands in Indian households. It is loved by Indians for its reliable performance as well as its earthy, humorous and contemporary advertising. The 60-year Fevicol campaign celebrates its unbreakable bond with generations of Indians.”
Piyush Pandey
Added Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy: “To me, Fevicol is not just an adhesive, but a cultural glue that salutes the people of India. Fevicol as a brand, has followed this principle for 60 years. Advertising came into the picture much later. The 60-year TV ad and the entire communication salutes the carpenter and her or his craft. Fevicol is the message. Ogilvy is only the messenger.”
Dailyhunt recently announced its new multimedia campaign titled #DailyhuntHaiNa. The campaign reaches out to the millennials through fresh and quirky videos using humour to connect with them to highlight core benefits of Dailyhunt.
Talking about the campaign, Umang Bedi, President, Dailyhunt, said: “We want to create a brand identity for Dailyhunt which resonates with our target audience’s identity as well- fun, quirky and humorous. The idea behind the campaign was to connect with the millennials (18 to 30 years, across Bharat) and get them hooked on to the unique benefits of Dailyhunt. To also do it in a 15 seconder without dialogues was super cool from the team”
Added Amit Akali, Managing Director and CCO, What’s Your Problem: “After owning the elections through the ‘Tota Mat Bano’ campaign, we wanted to be ‘always on’ in the consumer’s mind. The idea was to identify the key benefits for the consumer. Since the target audience is young India, we were clear the creatives had to be relatable to them, while being edgy enough to stand out. Plus we had to do this in 15 seconds. Hence, we took on a slightly cheeky and provocative tone of voice. That, coupled with some crazy scripts, catchy music and sharp comic timing, hopefully ensured that the films and their messaging can’t be missed.”
The campaign has been directed by Prashant Issar (Sippy) and produced by Tubelight Films and it will be run across the country in seven languages across TV, digital and social platforms.
Dentsu X has joined hands with the group’s programmatic expert Amnet to launch the In-Read Audio campaign for the Association of Mutual Funds in India (AMFI). The campaign, titled #Mutualfundsahihai, has been executed in collaboration with Rappio, a digital audio advertising platform, to raise awareness on mutual fund investments in India.
“Listening to music is a very personal and immersive experience. An advertisement which violates that space, can have a jarring impact on the listener. On the other hand, while listening to audio podcasts / news, a user is more open to receiving other information, if they are targeted correctly. Programmatic audio on non-music platforms helped us do exactly that – reach the right audience in the right frame of mind. The results are encouraging and have strengthened our belief in programmatic audio. We look forward to leverage this further,” comments Punit Dharamsi, Vice President – Marketing & Investor Education, Association of Mutual Funds in India (AMFI).
Commenting on the campaign, Divya Karani, CEO, Dentsu X said: Dentsu X believes in the power of experience over mere exposure. We design consumer-centric experiences basis data-driven insights. The growth in voice marketing in India is a testament to our consumers’ comfort and preference with auditory media. Harnessing the power of audio with programmatic, we took an innovative approach of embedding digital audio within our messaging on news partner platforms. This really paid off, with very encouraging results, proving the success of combining sensory cues strategically.”
Added Salil Shanker, Chief Operating Officer, Amnet India: “Digital audio advertising in India is still very nascent. It has the potential to help brands and marketers grow when used with new-age voice assistant devices like Google assistant and Amazon Echo. With Rappio, we are bringing this innovation of Programmatic Audio by personalising brand messages for a viewer which will be delivered at the right time and place via audio content, programmatically.”
FunFoods by Dr. Oetker, a western sauces and spreads brand, today announced the launch of its new ad campaign ’Iska Taste Mile, Toh Sab Milein’. The campaign focuses on the role of mayo in consumers’ everyday lives as a versatile ingredient that helps cater to different taste preferences of family members and bring them together over food.
Speaking about the launch, Oliver Mirza, Managing Director and CEO, Dr. Oetker India said: “Mayonnaise is one of the fastest growing categories in India owing to its versatility. As a market leader, it has been our endeavour to drive penetration and grow mayonnaise into a thousand crore category. We believe the new campaign will help us strike an emotional chord with consumers and play an important role in realising our vision.”
Added Devarshy R. Ganguly, Vice President, Marketing, Dr. Oetker India: “We are excited to launch a new brand campaign for FunFoods. In this next phase of the brand journey, we hope to inspire more consumers to enter the category by focusing on mayo’s role of delivering taste and convenience. We believe our journey of driving penetration will be strengthened through this campaign as the story is relatable with a touch of emotion and humour.”
The new campaign also sees the introduction of Dia Mirza as brand ambassador. Said Sridharan Iyer EVP, Publicis Capital on the creative: “The insight for the new campaign comes from the fact that homemakers today are under constant pressure to cook something which is not just interesting but also appeals to varying taste preferences of family members. FunFoods mayonnaise with its rich creamy flavour acts as a perfect binder in bringing everyone together over food.”
WatConsult has won the digital media duties for Tata Group’s Infinity Retail owned – Croma. As the agency on record, WATConsult will be managing the brand’s digital presence across verticals.
Speaking on the win, Rajiv Dingra, Founder & CEO, WatConsult said “We are very excited to have Croma, one of the leading retail chains in India, in our client roster. Interestingly, the brand has been extremely active on digital media and has registered a huge following across India. With their emphasis on strengthening their advertising and marketing strategies furthermore, it is a great opportunity for us to help them carve their digital journey in a much more innovative and integrated way.”
Ritesh Ghosal
On appointing WatConsult for the social mandate, Ritesh Ghosal, CMO, Croma added: “Croma is in a phase of increasing its footprints to newer geographies across India. We were looking for a partner who will share the core values of the brand Croma while delivering digital engagements in the existing as well as newer markets. With the digital-first approach, the brand promise will be delivered keeping every digital touchpoint in mind. We are banking upon the agile and innovative approach that WatConsult brings onto the table & looking forward to working with the energetic team.”
Conceptualised by FoxyMoron and produced by The Rabbit Hole, Colgate recently launched its Colgate Total toothpaste with internet star Milad Shadrooh, along with actors Manish Paul, Pranitha Subhash and fitness trainer Yasmin Karachiwala.
Speaking about the campaign, Pratik Gupta, Co-Founder at FoxyMoron said: “There are a lot of amazing things that we were able to achieve with the launch campaign that we have done for the New Colgate Total toothpaste. To move Colgate into a slightly non-traditional, overtly functional, long format branded content marketing approach was the first victory. In order to achieve this, a lot of our specialist teams across creative, video and talent came together, put together a truly integrated approach and brought this to life. For us, the final output, the fun during the process and the response that we are already getting is a testament that this campaign will bode well for the brand and the message appeal to the common man – in a fun and precise way.”
Added Arvind Chintamani, Vice-President Marketing, Colgate-Palmolive (India) Limited: “The New Colgate Total offers ‘holistic’ oral-health. It fights germs not just on the teeth but also on the tongue, cheeks and gums, for up to 12 hours, helping one achieve ‘whole mouth health’. To communicate the product’s multiple benefits we have created a clutter-breaking campaign for social-media, with Singing Dentist – Milad Shadrooh, and three other popular youth icons. Through a parody based on Bollywood’s popular ‘All is Well’ song, the product’s benefits are conveyed in an interesting and engaging manner that builds an instant connect with our consumers and helps them internalise the message. We are confident of its appeal to our audience.”
Center Fresh 3 Layer Gum has actor Samantha Akkineni as Brand Ambassador. The launch of the gum will be supported through a 360-degree campaign on TV, digital, and cinema.
Speaking on the launch, Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India said: “Center fresh is one of our power brands in India. The brand enjoys immense love and trust with the Indian consumer. We plan to own the “fresh breath confidence” space through multiple product offerings under Center fresh, which are tailored for different consumption occasions.”
Speaking on the new launch, Rohit Kapoor – Director Marketing, Perfetti Van Melle India added: “Fresh Breath is one of the fastest growing need spaces within confectionary today owing to the growing consciousness around the concept and Center fresh is synonymous with fresh breath. With the launch of Center fresh 3-layer gum the brand wants to cater to consumers who are looking for long lasting fresh breath experience, all through the day. Center fresh 3-layer gum offering further strengthens the brand portfolio which has offerings across formats and different fresh breath need states.”
Explaining the thought behind the ad film, Anurag Agnihotri, Executive Creative Director, Ogilvy India said: “Center fresh 3 Layer Gum offers you fresh breath that lasts long. For a youngster, it means having the fresh breath confidence to carry through long conversations with someone special. We brought this out in a boy-meets-girl story in a bus in which the conversation continues till the end of the journey. It may be the beginning of a romance or it may not lead anywhere, but it leaves you with a good feeling. That’s what we have tried to capture.”
Magicbricks announced that it has signed up actors Ayushmann Khurrana and Kriti Sanon as its brand ambassadors. The two actors will feature in various Magicbricks’ campaigns in the future.
Commenting on the occasion, Prasun Kumar, Marketing Head, Magicbricks, said: “Being the category leader, Magicbricks has always been at the forefront of capturing consumers’ imagination driven by deep insights. With our scale and size we have now decided to associate ourselves with two leading actors to drive bigger consideration and preference for the brand. Both Ayushmann and Kriti have a huge fan following and that is going to help the brand penetrate newer segments. I welcome Ayushmann and Kriti to the Magicbricks family and hope for a long and fruitful association.”
JK Super Cement has announced its association with Dabang Delhi as the team title sponsor for the Pro Kabaddi League 2019. Under this partnership, the team players will endorse the brand and sport the brand logo on their jerseys in all the matches.
Commenting on the partnership, Pushp Raj Singh, President – Marketing, Grey Cement said: “We are extremely delighted to be associated with Kabbadi, a sport rooted deep in the Indian soil, that celebrates grit, power and perseverance. A team like Dabang Delhi truly represents our brand’s energy and unbeatable strength. The pace at which the sport has gained popularity in recent times is unparalleled. We are proud to be the Title Sponsor of Dabang Delhi and look forward to a glorious performance by the players. We wish the team all the best for their upcoming matches.”
Mullen Lintas has won the creative mandate for Marico’s Saffola portfolio. This follows a multi-agency pitch.
Mullen Lintas will give a renewed impetus to Marico’s growth ambitions through contemporary, innovative and disruptive communication and creative solutions to make a difference in the lives of consumers.
Koshy George
Speaking of the appointment of Mullen Lintas, Koshy George – Chief Marketing Officer, Marico Limited said: “Since its launch, Saffola has emerged successfully time and again to create relevant products for consumers and become one of the most trusted brands in India for leading a healthy lifestyle. Today, Saffola is integral in driving Marico’s growth story. The brand has expanded its portfolio, offering a range of innovative products in the super premium refined edible oil and healthy foods categories. As we build on this strong brand equity and amplify our innovation trajectory, we look forward to working with Mullen Lintas whose creative ideation, proficiency and execution excellence will aid our efforts in creating a brand of the future.”
Vikas Mehta
Added Vikas Mehta – CEO, Mullen Lintas: “Saffola is an iconic brand that has continued to play a huge role in making India heart-healthy. The brand has been built on the back of some really memorable advertising over the years. As Mullen Lintas comes on board as its new creative partner, we will do our best to up that legacy further and help the brand leap into a future that’s even brighter than its past. Saffola is a heart-warming addition to the Mullen Lintas portfolio as it further strengthens our credentials in FMCG and healthcare.”
Mullen Lintas has set up a multi-disciplinary team in its Mumbai office to handle the mandate for the Saffola portfolio of brands.
On its 60th anniversary, Fevicol has pleasantly surprised its audience with a gem of a 90-second TVC.
Art Vs. Commercial Films
Earlier there were art films of what was known as parallel cinema and commercial films. Then someone bridged the gap by making art films that were a commercial success. Films like Arth, Salaam Bombay, Chakra, Masoom, Saaransh, Ardhsatya, Akrosh, 36 Chowringhee Lane, Mirch Masala, Utsav, Newton and others defined a new paradigm by engaging the audience. Now, we no longer have the term art films, but we have a parallel cinema of a different order. Cinema with empathises on experimentation, sequels and bold differential storylines.
Are We Seeing Birth Of BrandOperate Films.
In the advertising world, there have been classical corporate films and brand films. They were all about corporate glory and not really meant to make the consumer react to increase revenue, and they had a shorter life and audience. On the other hand, there was the 30-second Brand TVC meant to work in the market. Some brand like Tata Steel, Tata Tea, Ambuja Cement, Hamara Bajaj, Maruti were successful in bridging the gap to some extent.
Come Fevicol, maybe the first real example of a BrandOperate Film. It has all the ingredient of a corporate film, including the occasion and subtle message and the power to engage the audience.
What Makes Fevicol’s BrandOperate Communication Work?
Here the client thoroughly trusts the agency. They have a DNA of experimentation. They understand that the team consistency, along with adherence to the brand tonality and a clear benefit/purpose/role/focus is a must for engaging the audience and strengthen the brand. Remember the old ads of illogical examples having a foundation in real-life understanding. Fevicol took you places. You met the fisherman, an overcrowded bus, Boatman, a Mooch that gets stuck through generations, an egg that does not break and many more. These films stayed with well-defined film and brand grammar. Even in this 60th-year communication, the graph moves through locale, type of houses, people and growing affluence, as the colour pallet kept moving with the time.
The team and client must be complimented in their belief and eye for detail, not that we expected any less from the team at Fevicol, Piyush Pandey, Prasoon Pandey and the name Ogilvy.
Learning From Fevicol BrandOperate Communication.
It does prove that no commercial is long if its story engages the consumer. And when the brand has a focussed engaging and involving story, it does not need a celebrity to push the cause. If the brand idea is focussed, if it has been delivering the promise consistency through the ages, If it has adapted and evolved with the time and changes in the brand ecosystem, the brand name, logo or product shot tend to become immaterial to a large extent. It develops Positive Immunity. Similar thoughts were expressed by Anant Rangaswami in his article ‘Five Reasons Why The New Fevicol Commercial Sucks’.
Possibilities
I believe, brands like AajTak, Amul, TataSteel, Bajaj, Mahindra, Makemytrip, Stayfree can attempt such BrandOperate communication successfully.
Here are some other Fevicol films for watching again.
Kamdhenu Paints has rolled out a new digital campaign titled #NayiSochNayaRang to give impetus to progressive changes in our mindset and stoke positive conversations on relevant social issues. The campaign is now live on its digital platforms like Facebook, lnstagram, Twitter and LinkedIn.
Center Fresh 3 Layer Gum has actor Samantha Akkineni as Brand Ambassador. The launch of the gum will be supported through a 360-degree campaign on TV, digital, and cinema.
JK Super Cement has announced its association with Dabang Delhi as the team title sponsor for the Pro Kabaddi League 2019. Under this partnership, the team players will endorse the brand and sport the brand logo on their jerseys in all the matches.
On its 60th anniversary, Fevicol has pleasantly surprised its audience with a gem of a 90-second TVC.