MxMIndia

Category: PRODUCTS

  • Century Laminates marked its debut into television advertising with a new campaign created by Hakuhodo Percept

    Hakuhodo Percept creates TVC for Century Laminates

    By A Correspondent

     

    Century Laminates, a leading manufacturer of decorative laminates and veneers, marked its debut into television advertising with a new campaign created by Hakuhodo Percept.

     

    Hakuhodo Percept’s campaign for Century Laminates which went on air on December 17 romanticises the process of selecting the right laminate in making a perfect home. This sentiment has been captured in the campaign tagline Jaisa chahen ghar sajaayen, Apna har khayal, humare paas paye.

     

    Building on a couples’ relationship and exploring their diverse choices and the need for variety, the TVC by Hakuhodo Percept highlights how making a home is today a joint decision involving both the husband and wife.

     

    Said Keshav Bhajanka, Director, CenturyPly: “We want to give every customer a visual experience through Century Laminates. They too can play an important role in choosing the right look, as we believe there is an artist inside all of us. With its wide range, Century Laminates gives an unparalleled freedom of choice to the end user.”

     

    Amit Gope, Head – Marketing, CenturyPly, added that the TVC is just the beginning of portraying Century Laminates as an individual brand. “We have many good products, but Century Laminates has to become a leader in the laminates segment. This is our first effort towards realising that goal,” he said.

     

    Credits:

    Creative Agency: Hakuhodo Percept, New Delhi

    Creative Team: Sabuj Sen Gupta, Niloy Kumar Som, Tripti Kakkar

    Account Servicing Team: Bhaskar Ghosh, Avilash Chakraborty, Kanav Sharma

    Production House: Film Farm

    Director: Parikshit Vaidya

    Producer: Anirudh Bagchi

     

  • According to Nielsen data, the category with the maximum reach or penetration is shampoos at 79 per cent, followed closely by biscuits at 78 per cent

    Personal care drives FMCG business on rural push

    By John Sarkar & Shubham Mukherjee

     

    If you are stuck in a remote village in India, dusty and hungry, chances are you will find more options to wash your hair than fill your stomach.

     

    For decades, food items have been the most widely distributed FMCG products in the country. But that rule of thumb is changing. Indians are more likely to find more personal care products than food in a shop these days—a result of consumer goods players pushing the distribution of an entire range of their products in the face of wary consumer spending.

     

    Latest data from market research firm Nielsen reveals that on the list of the top five FMCG product categories, only one food product—biscuits— finds place. The category with the maximum reach, or penetration as it’s called in market parlance, is shampoos at 79 per cent, followed closely by biscuits at 78 per cent.

     

    Distribution of categories has undergone a dramatic transformation in the last 15 years. FMCG is available in 8.8 million outlets and shampoo is available in 80 per cent of those outlets, says D Shivakumar, chairman and CEO, PepsiCo India.

     

    “Skin creams have got into the top 10 distributed list and packaged tea, which was the most distributed category a few decades ago, is now out of the top 10. Daily-use, low-unit price, easy-to-sell via wholesale are the key lessons for categories in the last 10 years.” Data suggests that most of this evolution is due to a lot of un-branded consumption shifting to branded consumption. For instance, in utensil cleaners and edible oils penetration has increased to 36 per cent from 33 per cent and 21 per cent to 17 per cent from 2012 to 2014, respectively. “Earlier, people would turn up at shops with bottles to buy loose mustard oil. That’s changing with rising affluence levels and lower packaging costs. In future, we will see more un-branded-to-branded consumption in non-mature categories such as, hair oils and hair conditioners,” says Vijay Udasi, executive director, Nielsen India.

     

    The findings also reveal a drop in penetration levels of detergents cakes and bars from 60 per cent in 2012 to 59 per cent in 2014 as more consumers shift to washing machines to do their laundry. Similarly, skin creams have also seen a drop of 2 per cent due to changes in consumer behaviour. “The segments within the skin creams category have also changed. More people are buying emerging products like face washes, anti-ageing and under-eye creams,” says Mr Udasi.

     

    For HUL, the next step now is to make its brands accessible using pack sizes and price points tailored to win across the country. “We have been able to maintain our leadership position in a growing market by following a market development approach. One of the most successful attempts on this front has been the Dove ‘twin sachet’, which offers a shampoo and conditioner together at a Rs 5 price point to induce trials,” says Srirup Mitra, category head – Hair Care, HUL.

     

    But the dominance of non-food categories on the top could change. There are ominous signs. Take the salty snacks category for instance. Penetration has risen from 58 per cent to 64 per cent. Even a category like noodles, which has still not broken into the top-ten list, has seen an increase in penetration from 38 per cent to 42 per cent. “The next level of growth lies within branded foods,” says Mr Udasi. “There is an emergence of new food categories in bread spreads, including peanut butter and branded spices. As affluence levels rise, rural consumers will spend more on grocery items and food.”

     

    Although FMCG growth has been slowing for some time now, sliding by 8.1 per cent from 2010 to 2013, Nielsen predicts that India’s FMCG industry will grow from $37 billion in 2013 to $49 billion in 2016. Distribution growth and innovations around sachet offerings will play major roles in fuelling growth, which had slowed down in the last few years. While the rise of e-commerce is being keenly watched, several new models may evolve over the next few years.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The new commercial, directed by Pradeep Sarkar and launched by RK Swamy BBDO group highlights the vision of Polycab to provide happiness to people

    Polycab launches new campaign to push its brand identity

    By A Correspondent

     

    Wires and cables manufacturer Polycab, has launched a new brand campaign that seeks to build a fresh identity and recognition in the mind of consumers. The company from the modest beginning with wires and cables has now diversified into consumer facing businesses such as switches, fans, LED lighting.

     

    The new TV commercial directed by Pradeep Sarkar (of Parineeta fame) and launched by RK SWAMY BBDO group highlights the vision of Polycab to provide happiness to people.

     

    It efficiently displays the connect Polycab has with society and trust that people place in the brand; beautifully captured in the message ‘Connection Zindagi Ka’.

     

    R Ramakrishnan, Vice Chairman, Joint MD & Group CEO, Polycab Wires, said, “As humans we have an intimate relationship with electricity, to the point that it is practically impossible to separate our life from it. Electricity brings the convenience of countless electrical products and very often has been associated with happiness.  At Polycab, our vision is to provide happiness and safety to people through our products and we haveendeavored to communicate this message in our latest ad campaign Polycab – Connection Zindagi Ka.”

     

    Shashank Pore, Chief Marketing Officer, Polycab Wires, said “With this campaign, Polycab seeks to build strong equity through a very human and young face. We needed people to know how important a part we play in their lives. We also needed to connect with youth in a meaningful way and engage in conversations they like. It all ties up well in the end with the depiction of an entire range of products we have to offer to our consumers.”

     

    The campaign establishes a pertinent and modern brand image for Polycab which will help build a brand recall amongst the masses.

     

  • The campaign highlights the evolving consumer usage pattern for cabs – from planned travel to spontaneous movement

    Ola unveils first-ever brand campaign – Chalo Niklo

    By A Correspondent

     

    Ola has launched its nationwide marketing campaign titled ‘Chalo Niklo’. Created by Happy Creative Services, the multi-channel campaign aims to position Ola as the go-to transport platform of choice for travel needs across cabs, autos, taxis etc.

     

    Launched in 2011, Ola is currently present across 60 cities with over 60,000 cabs on its platform. Ola has also added Mumbai’s iconic Kaali-Peeli taxis and India’s ubiquitous auto-rickshaws across Bengaluru, Chennai, Pune and Delhi to their roster.

     

    Ola has pioneered the concept of on-demand personal city transportation in India by creating cutting-edge technology for the customer and the driver. With India’s first mobile app for cab booking and the largest fleet across the country, Ola promises customers a cab of their choice quicker than ever. The Chalo Niklo campaign has been conceptualized to bring this alive across all mediums.

     

    Sudarshan Gangrade, Vice-President Marketing, Ola said, “Chalo Niklo is a theme that the smartphone generation will relate to. We believe personal transportation is like any other daily use product or service. Traditionally, cabs were being considered by customers for one-off or planned travel but with Ola’s mobile app available, consumption patterns have significantly changed. Customers can get a cab, taxi or an auto when there is an immediate need to leave, with just one touch on their smartphone. The Chalo Niklo campaign captures this very insight, highlighting the fact that the need to leave can arise any time. This is brought to life with a 360 degree integrated marketing approach. We are excited about this campaign and are confident, this will strike an instant chord with our consumers.”

     

    “We are proud and excited to launch Ola’s first brand campaign and with their presence in over 60 cities now, we think this is just perfect timing! ChaloNiklo is a simple yet a very interesting and colloquial way to connote how Ola addresses a consumer’s need to leave in an instant from just about anywhere! The brand has many plans in the months to come and we hope to create more exciting work to help Ola achieve its goals,” said Kartik Iyer, CEO & Co-founder of Happy.

     

    The campaign is being run across TV, Radio, print and outdoor with a special focus on social media through Ola’s media agency, Motivator World.

     

  • The brand builds the brand connect with emphasis on little moments of happiness

    Somany Ceramics’ new campaign focuses on brand promotion

    By A Correspondent

     

    Somany Ceramics has unveiled a new campaign that speaks a lot more than just its range of product portfolio. The brand builds the brand connect with emphasis on little moments of happiness in one’s daily lives and leverages the overall brand image of Somany Ceramics, which believes in keeping customer satisfaction at the forefront.

     

    This film is an emotional take on how shining, elegant tiles not only enhance the ambience of a home, but also elevate the mood of the household. Almost unknowingly, they become an inseparable part of our traditions and our day-to-day lives, adding a sparkle of joy, bonding and love to the moments they touch.

     

    Charu Malhotra, DGM – Somany Ceramics Ltd. said, “In a market dominated by cut-throat competition and ever-changing customer needs, the ability of a brand to evolve and rise above the rest sets it apart. Somany has emerged as a leader in the tile industry with focus on design and innovation. The company believes in delivering products that have better designs, better features, better technology and a better range. Tiles being synonymous with gloss draw attention and are sure to compliment any decor. With this thought in mind we came up with “Zindagi Ko Chamakne Do” TVC and created different real life experiences triggering emotions with due focus on tiles witnessing these sheer moments of joy.”

     

    Sammy Ghai, Creative Director, R K Swamy BBDO, Delhi said, “ZindagiKoChamakne Do’ TVC is a celebration of the moments of joy that catch us unaware. The four walls and the floor beneath our feet becomes the playground of life where these moments find us. And the beauty of these tiles makes the experience add that sparkle in our lives.”

     

    Sunil Kukreti – Senior Partner, R K Swamy BBDO, Delhi said, “Tiles add vibrancy and shine to our homes. We wanted to associate the brand Somany with this sparkle and vibrancy in our lives while layering the TVC with rich emotional undertones.”

     

  • The campaign uses the thought of "Befikar, Umar Bhar" to highlight the core product benefit of protection till 100 years of age

    IDBI unveils new campaign promoting Lifesurance WLP

    By A Correspondent

     

    IDBI Federal Life Insurance has launched its latest advertising campaign for its flagship product Lifesurance Whole Life Plan. The campaign uses the thought of “Befikar, Umar Bhar” to highlight the core product benefit of protection till 100 years of age.

     

    Consumers, who buy life insurance for the dual benefit of protection and savings, usually expect a lump sum payout to fulfil the dreams they have for their families and themselves. When it comes to protection, it is common place to buy life insurance to financially protect one’s loved ones only during the working years of one’s life. What most individuals miss seeing is the financial stress that their absence will put on their loved ones, even after their working lives. With life spans increasing significantly, having adequate protection throughout the lifetime is not only meaningful but also essential. This is where whole life plans come to the picture.

     

    Kawal Shoor, Head of Planning, Ogilvy Mumbai said, “IDBI Federal wanted us to help them take the lead in positioning insurance on its true purpose – beyond savings, beyond investments – as an instrument that provides material and some emotional security. What makes the offering special is its simplicity – one policy that covers needs at various life stages, and continues to provide cover till the age of 100. We can all now live longer. Carefree lifelong was a promise we wanted to bring alive, and hopefully our work has done that.”

     

    IDBI Federal’s new campaign takes the help of humour to explain different roles that a whole life plan may play as part of the consumers’ overall financial plan. The campaign portrays a 35 year old Mukesh in conversation with an IDBI Federal representative. During the interaction, we also see the 50 year old and the 70 year old Mukesh come in with their points of view. Each Mukesh is at a different life stage with a different dilemma about his future and a distinct need. The IDBI Federal representative answers their concerns and explains how the policy will take care of Mukesh and his family throughout his life.

     

    In the life insurance category in India, this particular approach has never been attempted in the treatment of a TVC, wherein multiple roles are used to depict different life stages. The execution needed significant planning and precision to get the sequencing of events right while shooting the TVC. The TVC seeks to make IDBI Federal Lifesurance Whole Life Plan stand out in the maze of insurance products and simplify product understanding for the consumers.

     

    Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal said, “IDBI Federal Lifesurance Whole Life Insurance plan is our flagship product. With increasing life spans, this product works well to effectively address the long term financial needs of the Indian consumer. In a category, where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple yet interesting way, keeping in line with our humorous approach that has worked really well for us in the past. The two key challenges for us were to bring out the key benefits of a whole life plan within the limited duration of a TV commercial and yet ensure that the same stands out in the clutter of financial services advertising. Our TV commercial with its unique treatment hopefully overcomes both these challenges with simple, yet effective storytelling.”

     

  • There is no incumbent agency on the account

    DDB Mudra North wins creative mandate for Pan Bahar

    By A Correspondent

     

    DDB Mudra North has won the creative mandate for Pan Bahar, post a multi-agency pitch which included majority of the leading advertising agencies. There is no incumbent agency on the account.

     

    Pan Bahar has a strong foothold amongst the consumers, with products like Pan Bahar, Pan Bahar Crystal, Bahar, Begum, Dilruba, Wah and Natkhat. Each of their products is manufactured with expertise, in order to present their exclusive offerings to the ever-growing customer base.

     

    On the eve of this partnership, Akhil Jain, CEO, Pan Bahar, said, “We look forward to a fruitful, enduring legacy between Pan Bahar and DDB Mudra North. Our brand has been around for fifty years and we are excited to see what DDB Mudra North, a giant among advertising agencies, has in store for us.”

     

    Sambit Mohanty

    On winning the account, Sambit Mohanty, Creative Head, DDB Mudra North, said, “Pan Bahar is a brand that literally invented the pan masala category. It feels great that they have reposed confidence in us for the road ahead. It’s a big responsibility and we look forward to creating some really memorable communication.”

     

  • Milano Minis is targeted towards the contemporary youth who live their life on the go

    Parle unveils new TVC for Milano Minis

    By A Correspondent

     

    Parle Products Pvt. Ltd. has launched yet another innovation under its Milano franchisee – Minis. Milano Minis is targeted towards the contemporary youth who live their life on the go.

     

    Milano is a pioneer brand in the premium cookie category in India. With the launch of Minis, the company is looking to expand the avenues for the niche brand (Milano). The company aims at coming up with an innovation which will make the cookies more accessible to the youth. Minis are bite sized premium cookies which come in convenient ‘on the go’ packs.

     

    “The best way to strike a chord with the youth is to be a part of their lives. Hence, the concept – ‘A day in the life of the consumer (the young and the happening)’. The TVC showcases how Milano Minis, fits beautifully in the lives of youngsters,” remarked Shalin Desai, Deputy Marketing Manager, Parle Products.

     

    “We wanted something which was new to the category. The unique treatment of Stop-Motion fits the bill. Angela Kohler and Ithyle Griffiths have done a fabulous job yet again. The entire TVC was shot in front of a green screen and the world of a college student was brought alive via detailed illustrations,” mentioned Samir Chonkar, Executive Creative Director, Everest Brand Solutions.

     

  • The film showcases a kid who won't stop at anything while he chases his dream

    O&M unveils new campaign for KFC’s new offering Flaming Crunch

    By A Correspondent

     

    KFC has launched an ad film that showcases their new offering Flaming Crunch. The film has been conceptualised by Ogilvy & Mather

     

    The film showcases a kid who won’t stop at anything while he chases his dream. It is an ode to all those who have passion for something and they don’t stop pursuing their passion because of the obstacles that they face, while chasing their dreams. It talks about the “Fire in the belly” that keeps people like these going. The creative expression i.e. ‘feed your fire’ captures the spirit and also connects back to the product.

     

    The film encapsulates the journey of the kid who was a basketball star in his school and along the way he finds himself in uncharted waters while being benched. In the end he re-gains lost ground by overcoming the challenges that were thrown at him.

     

    Dhruv Kaul, CMO, KFC India said, “With this campaign the intent was to go back to the core and build flavour innovation that is in line with evolving consumer trends. Made from the hottest (ghost pepper) naturally grown chilli of the world, Flaming Crunch is a product that ignites your taste buds and fires your passion!”

     

    Kapil Arora, President – North, Ogilvy & Mather quoted, “The new KFC ‘Flaming Crunch’ is the result of great tasting KFC chicken meeting the hottest natural chilli known to man. We were tasked not just to highlight the unique, fiery nature of the product, but also relate it to the lives of today’s youth. The resultant creative expression i.e. ‘feed your fire’ and communication do just that – talking to youth characterised by a fire in the belly; to those who don’t stop till they get to their goal.”

     

  • The anthem is all about being committed to the game and not stopping even after winning

    Boost unveils new anthem to cheer cricket champions

    By A Correspondent

     

    GSK Consumer Healthcare’s health food drink Boost has launched a new anthem to cheer heroes. Composed and sung by music director GV Prakash, “Hey Champion, Stay Champion” is an initiative to encourage and show support to Dhoni and Virat as they gear up for the upcoming cricket season.

     

    Boost believes that while becoming a champion is tough, staying a champion is even tougher. Staying a champion requires more determination, more practice and thus more stamina to endure the journey. The anthem is all about being committed to the game and not stopping even after winning. With creative thought by Romit Nair (JWT) and lyrics penned by GV Prakash, the song exhilarates passion and urges our cricket heroes to bring back the glory. It motivates people to come together and cheer for them.

     

    Jayant Singh, EVP Marketing, GSK Consumer Healthcare India said, “We all love and worship cricket in India. The Boost anthem is our way of cheering our heroes and letting them know that we stand by them. Boost has always been about fuelling the spirit to win and the Hey Champion, Stay Champion campaign is a celebration of the winning spirit of our cricket heroes. We invite all cricket enthusiasts to join in and cheer our heroes this cricket season.”

     

    “Launching anything with the cricket fever around is not only tough but also very expensive. With a host of brands all trying to occupy this space, our best bet was to give something that is hummable and cheer-worthy, what better than an Anthem. It should not only beat the clutter, but also enhance the association of Boost with its core proposition”, says Shan Jain Principal Partner, GSK Mindshare.

     

  • HSIL is the first company in the Building Materials Industry to be awarded the prestigious ISO 9001, 14001 and OHSAS 18001 certificate

    Hindware appoints Vizeum to handle media duties

    By A Correspondent

     

    Vizeum India has been appointed the media AoR for Hindustan Sanitaryware & Industries Limited (HSIL).

     

    Hindware is a household name today and HSIL is the first company in the Building Materials Industry to be awarded the prestigious ISO 9001, 14001 and OHSAS 18001 certificate, awarding effective quality management and environment systems.

     

    Speaking of the appointment, Krishnamurthy, VP, Marketing, Hindware said, “We decided to review our media agency relationship considering the very challenging journey we are embarking on. Vizeum was evaluated alongwith others on our key parameters.  Their hunger, passion, knowledge and commitment got them our business.  We look forward to a long and fruitful relationship with Vizeum.”

     

    Commenting on the win, S Yesudas, Managing Director Indian Subcontinent, Vizeum said “We are truly delighted with this assignment. It is a fantastic brand. We are well aware of the challenges at hand as we help HSIL move to the next orbit. We will stay fully committed to overcoming all those challenges. This business will be handled out of our Delhi office.”

     

  • Urban Ladder is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital

    Lowe Lintas Bangalore wins Urban Ladder business

    By A Correspondent

     

    Online furniture company Urban Ladder has appointed Lowe Lintas Bangalore to handle its creative mandate in India. Lowe Lintas Bangalore will assist Urban Ladder in its aim of providing a curated destination for home solutions, to help the Urban Indian build well-furnished, beautiful homes.

     

    With over 1000 products and 25 categories such as wardrobes, sofas, beds, dining tables, storage shelves etc., Urban Ladder is India’s leading online furniture company. At present, Urban Ladder has a strong network in seven cities in India including Bangalore, Mumbai, Delhi/NCR, Chennai, Pune, Hyderabad and Ahmedabad and this number is expected to grow to 25-30 cities by 2016.

     

    Rajiv Srivatsa
    GV Krishnan

    Sharing his views on appointing Lowe Lintas as its partner agency, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Over the past two years, we’ve put in a lot of effort into designing perfect pieces of furniture for many homes across India. We are excited to creatively communicate our design philosophy and vision of making millions of Indian homes beautiful to a larger audience with Lowe Lintas.”

     

    Expressing his sentiments, GV Krishnan, Executive Director, Lowe Lintas Bangalore said, “The Indian home and furnishing market is pegged at about $20 billion (Rs 1.2 lakh crore), of which the furniture segment accounts for about half. About 90 per cent of the market is unorganised, and is an attractive opportunity for us to build the category and brand Urban Ladder. We are delighted to partner with Urban Ladder in their ambition to be the leader and both brand and business teams have unanimously endorsed our idea and point of view for us to begin our journey.”

     

    Urban Ladder was launched by co-founders Ashish Goel (CEO) and Rajiv Srivatsa (COO) in July 2012. It is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital. Ratan Tata, Chairman Emeritus of Tata Sons has also made a personal investment in Urban Ladder.