The Womb’s latest campaign for Sunny Oil focuses on addressing tough situations faced by women at home which most often are pushed under the rug.
Commenting on the new campaign, Prashant Sarwade – Head of Marketing, Frigorifico Allana said: “Being a challenger brand in a highly undifferentiated commoditized category, Sunny needed a narrative that could strike the right emotional chord with today’s woman, helps build preference for the brand and in the process also builds a differentiated emotional territory that could be leveraged for multi category play in the future. Our new campaign Life Aapki, Recipe Aapki brings in a fresh perspective and attempts to break the stereotypical “smile karti hai, khana pakati hai” imagery of the women. It is a life inspired progressive conversation that depicts real life everyday situations and acknowledges the difficult choices women have to make in such situations. We believe Sunny can be that positive voice which helps build a deeper connect with the new age women.”
Added Kawal Shoor – Founding Partner, The Womb: “As Sunny readies itself to become a multi-product, multi-category brand, our task was to transition it’s positioning from ‘oil-led’, to brand-led. That demanded us to come from a contemporary cultural space from within the lives of modern women. Contemporary brands are helping resolve conflicts than just fulfill needs. We picked on a conflict that most of us, and especially modern women face – daily situations that have no single right answer. What we didn’t want to do was sermonize her. Rather, we felt that the brand should encourage her inner instinct – to do the right thing. What Suyash and his team has done beautifully is to link Sunny’s point-of-view with the category seamlessly, with ‘Life Aapki, Recipe Aapki’”
Mobil India has announced its association with wrestling champion Bajrang Punia as the new brand ambassador for its commercial vehicle lubricants’ segment.
Commenting on the collaboration, Rupinder Paintal, Director Market Development– India , Exxon Mobil Lubricants said: “We are delighted to bring Bajrang Punia on board as the first ever brand ambassador for our commercial vehicle lubricants’ segment. His passion for performance resonates with our brand. With this association, we aim to enhance our brand presence among commercial vehicle owner operators as wrestling is one of the most viewed and followed sports amongst them.”
Cadbury Dairy Milk Silk has roped in Bollywood actor, Kartik Aaryan as its brand ambassador.
Commenting on the association, Anil Viswanathan, Director – Marketing (chocolates), Mondelez India, said: “Ever since we launched, Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country and has played a lead in the premium segment, offering the consumers a unique and indulgent experience. We believe that our association with Kartik Aaryan will further help in strengthening our connection with the youth, taking Silk’s appeal to the next level.”
A global survey by Ipsos shows that attributes such as kindness, happiness, confidence, dignity, intelligence, wisdom make men and women more beautiful, instead of only the physical ones such as appearance of skin, body type, hairstyle, sexiness.
Amit Adarkar
Said Amit Adarkar, CEO Ipsos India & Operation Director, APAC, Ipsos: “Role of non physical attributes in defining beauty is an interesting trend. They are the over arching attributes which complete a person’s persona and thus makes a person attractive. Inner beauty that manifests itself as happiness or confidence is increasingly becoming relevant. At the same time, globally as well as among Indians there are ideal physical parameters of beauty (as expected) but inner beauty is the cherry on the top,”
The key attributes of beauty in the pecking order were – happiness (82 per cent), confidence (82per cent), kindness (79per cent), dignity (78per cent), intelligence (77per cent), wisdom (77per cent), strength (74per cent), humour (70per cent), professional success (65per cent), youthfulness (64per cent), financial success (60per cent), sense of style (59per cent), body weight and shape(54per cent), spirituality/ religious faith (54per cent), facial appearance (54per cent), sexiness (53per cent), hairstyling (51per cent), appearance of skin (51per cent) and make up/ cosmetic (41per cent).
Top beauty attributes that emerged for Indian men included: happiness (84per cent), confidence (84per cent), intelligence (80per cent), dignity (79per cent), wisdom (79per cent), strength (79per cent), professional success (69per cent), financial success (69per cent), youthfulness (63per cent), sense of style (58per cent), body weight and shape (57per cent), spirituality/ religious faith (57per cent), hairstyling (53per cent), sexiness (52per cent), facial expression (52per cent), appearance of skin (49per cent) and make-up/ cosmetics (39per cent).
“Beauty defining non physical attributes for both men and women are quite similar. May be we should re-work the old adage- ‘birds of the same feather flock together’ to ‘birds of the same disposition and personality flock together,” added Adarkar.
MakeMyTrip has rolled-out its digital campaign #MyIndiaMyTrips to inspire and assist Indian travellers to plan their travel and explore the best of India. In line with the Prime Minister Narendra Modi’s appeal to all Indians to visit at least 15 destinations in the next three years with in India, the campaign has been conceptualised to make it intuitive for Indians to book their travel per their interest.
Sunil Suresh
Commenting on the new digital campaign, Sunil Suresh, Group Chief Marketing Officer, MakeMyTrip said: “With its beautiful natural landscapes, rich cultural diversity, 7500 kilometre coastline and a multitude of cuisines, customs and art that changes every few hundred kilometres – there is no dearth of places to visit as a tourist in India. #MyIndiaMyTrips is a concerted effort to inspire, encourage and assist more and more Indians to explore their own country as per our Prime Minister’s appeal during his Independence Day address to the nation.”
Fragrance can affect and change one’s mood. This has been at the core of design and technology for Fiama’s portfolio of personal hand washes. The fragrances have been developed through extensive research and mood mapping consumer studies. This includes indirect and direct mood scaling techniques and mapping of brain wave patterns through electroencephalogram.
ITC’s Fiama Brand Ambassador Sara Ali Khan communicates the mood fragrances mapped handwashes in a new ad campaign promoting the launch.
Said Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited: “Innovation is an essential aspect of progress and Fiama is one such personal care brand that has taken the lead in innovative thinking, research and development since its inception. The mood fragrance technology enabled Fiama Hand washes not only makes hands softer but also propels the category to a new experiential zone beyond the basics of germ kill.”
Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, India: “It’s fresh, it’s fragrant, it’s fun, it’s the new range of hand washes from Fiama. As this is the brand’s maiden foray into the hand wash category, we wanted the communication to cleanly [no pun intended] capture the feeling that using these products will leave people with. So we’ve kept it graphic and simple – and we hope watching it will make people as happy as using Fiama Hand Wash will make their hands.”
Somany Ceramics has launched its new campaign with the tagline Zameen se Judey’. The TVC is live on Somany’s digital platforms and scheduled to go on air in the coming week. Somanys new campaign with Salman Khan signifies its humble and rooted approach.
Commenting on the film, Abhishek Somany, MD, Somany Ceramics Ltd said: “Somany has carved a niche for itself as a relevant and trusted company today with its dynamic capability to evolve with changing décor aesthetics over the years. It understands its consumers, and in return, its patrons trust Somany to offer the best tiles, sanitaryware & bath fittings products in India. Both Somany Ceramics and Salman Khan have one thing in common that the TVC has wonderfully captured, the fact that both have established themselves as an unchallenged leader in their respective Industry and still remain grounded, which is the thought behind Zameen se Judey. Somany has an ever growing consumer base while Salman Khan is a unanimously loved and respected superstar whose body of work always cuts across with the audience.”
IdeateLabs has won the social media mandate across Thomas Cook India’s business lines – including Holidays Outbound and Domestic and Foreign Exchange in a multi-agency pitch.
The mandate includes managing the brand’s social media strategy, developing collaterals and artworks, managing queries, end-to- end planning and so on. The core focus is to create a huge buzz around various offerings including the Holiday & Forex businesses and also engage the target audience with interesting content.
Commenting on the latest win, Ashish Rana, Business Head, Ideate Labs said: “We are immensely proud to work with the iconic travel and tourism brand Thomas Cook (India) Ltd. With a vibrant legacy of India operation since 1881. It is of utmost importance to sustain the brand positioning and further enhance its presence in the market. They are a leader in their space & their hybrid clicks & bricks strategy is perfectly in sync with India’s consumer base.
The brand is renowned equally for the diversity of its product range as also the quality of their services in its endeavour to delight India’s range of customer segments.”
Added Abraham Alapatt, President & Group Head – Marketing, Service Quality, Value Added Services & Innovation Thomas Cook India: “Social media continues to play a defining role in the consumer’s perception of a brand – helping not only to influence purchase decisions, but more importantly build a relationship. Through our digital outreach, we aim to move from simply just being present ‘on’ multiple social media platforms to harmonize and create the perfect synergy between our offline and online campaigns. We therefore sought a partner who was equally driven by passion and who could bring a fresh take of innovation and creativity in our social messaging, while understanding the pulse our customer. IdeateLabs has showcased a deep understanding of the sector and we look forward to rolling out engaging content and impactful campaigns in association with them.”
Tamil Nadu-based Karur Vysya Bank (KVB) has announced Mullen Lintas as its creative agency. The account will be handled out of the Bengaluru office of Mullen Lintas.
P R Seshadri & Vikas Mehta
Talking about the appointment, P R Seshadri, CEO/Managing Director, Karur Vysya Bank Ltd said: “Our engagement with customers has become digital now. In today’s fast paced life, it’s the need of the hour. Today’s customers are looking for one tap, paperless solutions to make their life hassle-free. It is with this intent that we have strengthened our digitized offerings. We believe Mullen Lintas will be the right partner in this transformative journey for us.”
Commenting on the win, Vikas Mehta, CEO, Mullen Lintas said “KVB is one of the best kept secrets of Indian banking. Its innovations in technology and digital can rival some of the best in the world. We are delighted they chose Mullen Lintas to help tell their story to the world. We are excited to work on the next chapter of building the next phase of legacy for this century-old institution.”
Honda Cars has unveiled its new ad campaign #IMadeItBig for the second generation #HondaAmaze. This campaign emphasizes Honda Amaze as the choice of aspiring young customers, drawing spotlight on the importance of family bond and values. The campaign is being translated in 11 languages for regional connect in Tier 2 & 3 markets as well.
Commenting on the campaign, Rajesh Goel, Senior Vice President and Director, Sales and Marketing, Honda Cars India Limited said: “The second generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than One lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional storytelling that perfectly portrays the real meaning of arriving ‘big’ in life.”
Added Titus Upputuru, National Creative Director, Dentsu One: “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.
It is natural for the middle-income household to be doubting purity and buyback values of their gold that they are buying, exchanging, repairing or melting.
Karat meters are working overtime across more than 280 Tanishq showroom across the nation are busy shaping dreams.
Diamonds after Nirav Modi are failing to find favour among jewellery buyers. But at Tanishq, it’s a bit different. There is trust which gets amplified with the 100% buyback on them at current prices. Diamond start getting a new sparkle.
TANISHQ HEARTFELT GOLD.
I recently saw these three beautiful films on the Tanishq website. I have not seen them on TV, and not much is spoken about them on social media. Maybe I missed them. They seem to evoke the right emotion and reactions from consumers and people I could check. wit
What I was interested was in seeing how far does the brand take what it promises on its site. And that took me to the showroom at Borivali and Oberoi Mall in Goregaon.
I was suitably impressed by the near-templatised humanly perfected identical treatment. I can endorse what Tanishq says about their customer service. “We strive to ensure that every employee at Tanishq is welcomed into the folds of our protective family with their best interest being one of our main concerns. Our Karigars are provided with world-class facilities, a safe and supportive environment and are well taken care of with benefits like health care and financial aid. With the advancement of jewellery making equipment and technology, our workers also gain training and access to these top-of-the-line machines to aid in the creation process of their masterpieces.”
TANISHQ JEWELLERY MAKING CHARGES.
Tanishq has become a benchmark of purity and customer service in gold jewellery. People, after experiencing carat deviation between claimed and actual on their old jewellery, have shifted. They are now willing to pay a premium on making charges once they are assured of the purity and carat of the gold they are buying. Though Tanishq talks of every jewellery piece being crafted to give it a signature finish and the availability of a wide range of gold jewellery where the making charge start at 8% only. Now, this is the standard ploy; you hardly find much jewellery at 8% making charges. Mostly it is around 18-20%. Maybe a Tata brand could be a bit more transparent than starting at 8% gimmick.
PUSHING THE PURCHASE VALUE.
The team of salesperson take good care and keeps you engaged. It is their role to push the value of the purchase. Hence if you say you want a jewellery costing Rs 1 lakh, they will show something starting at 1.5 lakh. This strains customers from the middle-income household who walk in after doing their complete maths.
The customers finds themselves constrained in the ambience of the showroom. They feel hesitant voicing their concern. Their body language closes out. There would be a feeling and a question if they were better at the family jeweller.
The joy of buying gets threatened. Maybe it is nice to show 1.5 lakh but please show then the lakh piece too.
THE KARAT METER MAGIC AND ISSUES.
The state-of-the-art Karatmeter present in every Tanishq store is a very accurate way of measuring the purity of Gold. I have personally experienced the trust it evokes and has seen it tilt discussion in favour of Tanishq.
THE MELT BEFORE YOUR EYES MAGIC.
When a customer brings old gold for exchange at Tanishq, he or she sees the old gold melt in front of their eyes. The pre-and-post melt weighing is done right in front of you. The result, the weight and the karat reading are always right.
THE MATHEMATICAL CHALLENGE CUSTOMER.
Here is what I witnessed at one of the Tanishq showrooms. The Tanishq team takes the pain to explain to mathematically inclined jewellery exchange couple how a 40 gram 23-Karat and a 10 gram 20-Karat gold after melting can become 50 gram of 18.3-Karat. They are convinced only when another customer who is watching the argument and steps in to explain. It is all about soldering – tanka in the old jewellery.
The couple understands and compliments, saying they have got their old jewellery checked in two towns across three Tanishq showroom getting precisely the same reading. Maybe some amount of pre-explanation is required.
THE GOLD HARVEST SCHEME.
You should see how the salesman, while selling a small piece, is busy upselling dreams. He is pushing the Gold Harvest Scheme. Where one can accumulate money over a period of time and at the end of the period, buy the jewellery they want. With the Tata brand, the security of money is guaranteed. I would presume Tanishq showroom at least the one I visited on that particular day was showing a minimum of 50% GHS subscription.
BIG HEARTED RELATIONSHIP.
Tanishq is taking personalisation and emotional touch to a new level. When you unsubscribe to their mail, what you read before you say click is so endearing. “We’d be terribly sad if we can’t send you emails any more. But if you’ve had enough, with a heavy heart, we say this. Click here to unsubscribe.”
This service standard is apparent across Tanishq, Zoya, Mia, Caratline, Helios World Of Titan, Fastrack, Titan eye plus Skinn. It is how the complete brand trust is retained and strengthened.
TANISHQ, BEYOND GOLD AND SELLING.
It feels good to know some more facts about Tanishq sincerity. So, what if my source is just its website. I will trust the brand to tell me the truth.
Over 70% of the water used in manufacturing is recycled.
30% of the energy used in manufacturing is renewable.
40% of the Gold used comes from recycled sources.
The Titan Kanya Initiative helping educate more than 34,000 girls.
AkzoNobel has unveiled a new brand campaign promoting its Dulux Ambiance Velvet Touch offering. The campaign has been created by Mullen Lowe for countries that are launching the new product.
Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “Keeping in mind the upcoming festive season where consumers will be sprucing up their homes, we are elated to introduce the global brand for Super Premium Interior- Dulux Ambiance. India is the first country in South Asia where we have introduced the special effects collection. It’s a unique offering for our Indian consumers. It has been our endeavor to continuously develop innovative products, use our global expertise and local understanding to delight consumers.”
Added Alex Okada, Global Creative Director at MullenLowe: “We wanted to capture not only the joy of the colours, but also the special effect textures of the new Ambiance range. Dance is the perfect way to express these features. The whole campaign is very sensorial. You see the colours, you can almost touch the textures, and you feel the vibe of the different dance styles. The doubts we all face when choosing the perfect colour for our home was the starting point for this campaign. The coloured paint characters show off and compete for the consumer’s attention using all their individual qualities. The work highlights how the colours and textures you choose to paint your home with say a lot about yourself, since the desired paint and effect is an expression of your own mental process.”
Cadbury Dairy Milk Silk has roped in Bollywood actor, Kartik Aaryan as its brand ambassador.
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.