Glitch has announced the addition of Diageo’s premium, luxury and reserve portfolios for – Johnnie Walker, Black & White, Smirnoff, Vat 69 along with the reserve and malts of Diageo India.
Extending the partnership with The Glitch, Julie Bramham, Chief Marketing Officer, Diageo India said: “We are delighted to be working closely with The Glitch. We are really excited about building our brands with them in this complex connections’ environment.”
Added Pooja Jauhari, CEO at The Glitch: “As more and more clients trust us with full service creative mandates, we feel confident that our agility matched with our modern creative and cultural mindset is helping solve for real businesses problems. Growing our partnership with Diageo from digital to full service has been extremely exciting and we are committed to partnering with them in achieving their business, cultural and marketing goals.”
In a bid to engage citizens to adopt improved waste management practices, Tata Trusts, through its programme, Mission Garima, has launched a campaign — #TwoBinsLifeWins.
Said Divyang Waghela, Head – Tata Water Mission, Tata Trusts: “Conservancy workers are the backbone of large metropolitan cities like Mumbai. They help in keeping our city clean, and in order. It is imperative that efforts are made to ensure their safety, and to protect their dignity. Tata Trusts launched Mission Garima to bring about a significant positive impact in the work environment of conservancy workers. With #TwoBinsLifeWins, we hope to prod the conscience of the nation and encourage citizens to segregate waste at their respective homes, so conservancy workers live a life of dignity and respect.”
Added Keegan Pinto, National Creative Director, FCB Ulka: “The inspiration for this heartfelt film comes from true feelings, testimonials and insights. This film is very special to us. But the film is not more important than the cause. Nothing is more heinous, ridiculous, tragic, disgusting and a greater product of our trademark Indian collective convenience and ignorance than a man having to go down in the drain and then, dying too early leaving his children orphaned. We really wish the film makes a difference and we hope people start segregating their waste at home with the small act of two bins and abolish this practice altogether.”
Kotak Mutual Fund has launched a conversational Voice Bot – Mr. SIP, which will address queries related to Systematic Investment Plan (SIPs).
Said Nilesh Shah, MD & CEO, Kotak Mahindra Asset Management Company said: “There is a large population wary of investing in mutual funds as they don’t have easy access to clear their doubts. Our Mr. SIP uses technology to answer all investor queries so we can reach Kona Kona of India, as we believe SIP is one of the best ways to safeguard investments from market volatility over a long period of time”.
Added Kinjal Shah, Head – Digital Business & Marketing at Kotak Mahindra Asset Management Company: “We have taken a new approach with the TVC, where we have personified the voice bot as Mr. SIP, who demystifies the myths related to Systematic Investment Plans. Even our social media route breaks the norms of traditional BFSI communication by using ‘cricket’ anecdotes to explain queries related to SIP in a simple manner.”
Hyper Connect Asia, the agency of record, has conceived this integrated campaign. Said Kiran Khadke, CCO & Co-founder, Hyper Connect: “We were tasked to break the clutter in Investor Education communication and become synonymous with SIP. The idea stemmed from our research that showed consumers are still not clear on the many benefits of SIPs. Thus, we brought Mr. SIP to life – a go to ‘person’ for anything and everything on Mutual Fund. The integrated campaign is also supported by a web portal that empowers fence-sitters with interactive calculator, blogs and all the information they are looking on SIPs.”
Motilal Oswal has come out with a new digital campaign strengthening its position as an equity investing expert. The underlying theme of the campaign is based on observed behaviour wherein investors keep analysing past performance to decide on future course of action.
Speaking on the campaign, Ramnik Chhabra (Executive Director – Marketing, MOFSL) said: “When investing in equity, many investors have a ‘mud mudke dekhna’ mentality. This often proves detrimental. It is this insight that we have used in our latest educational campaign for MOAMC. In equity, if you keep looking backward, you can’t move forward.”
Added Chhabra on the campaign: “The execution shows people who continuously look backward losing out. Using a distinct tone and personality consistent with previous Motilal Oswal communication, the campaign depicts different situations people find themselves in if they keep looking back.”
Cashback and coupons site CashKaro has launched a series of digital ad films using a unique social media contest. The contest has been dubbed #HarCheezPeMilega cashback contest and will run across the brand’s Facebook, Instagram and Twitter profiles.
Said Swati Bhargava Co-Founder, CashKaro: “We wanted to educate users about how CashKaro offers cashback on almost all online purchases. Whether it is fashion, grocery, food, mobiles or electronics, CashKaro gives users cashback on everything that they buy or order at top eCommerce retailers including Amazon, Flipkart and over 1500 popular sites. The #HarCheezPeMilega cashback contest aims at spreading this message using the new series of ad films we have released,”
Added Co-Founder Rohan Bhargava: “The contest was created in order to propagate to our potential users that they can save every time they shop online. This campaign will also give our existing users a chance to win some exciting prizes by simply introducing their friends to CashKaro. With this campaign we want to place emphasis on our brand’s tagline #YouGetMore, so that we can become the go-to cashback destination for every online shopper.”
Design Cafe has launched a digital video campaign highlighting the essence of how the brand executes smart designs in highly compact spaces.
Speaking about the film, Shreyom Ghosh, Director, Big 3 Media said: “The ad was created while specifically keeping the brand’s Mumbai audience in mind where homes are relatively smaller and space crunch is a prevalent issue. It is a quirky stop-motion film in which two brothers try to cope up with their ever-expanding family, in their tiny apartment in Mumbai, by finding intelligent design solutions to keep the family intact. The day-to-day problems of a household are briefly highlighted as the family members go through the different phases of life; where families grow but the sizes of the homes remain the same. The ad showcases various space-saving furniture from Design Café, giving a gist of the vast range of options one can pick from while designing their home.”
Added Maheima Kapur, Vice President – Marketing & Sales, Design Café: “Design Cafe specialises in personalisation which is tailored to each customer and provides 20 per cent more space utilisation via intelligent design. This caters well especially to the Mumbai market where space constraints are particularly prominent in comparison with the other cities. Our latest film reflects the same, shows a family’s evolution and how well our home interior solutions caters to their growing needs.”
Panasonic India has launched its latest ad campaign that promotes its ‘MirAIe’ product offering. Powered by IoT and AI, MirAIe allows for customisation of sleep profiles on their air-conditioners such that one never has to wake up in the night feeling too cold.
The campaign has been conceptualised by Wunderman Thompson (WT) South Asia.
Said Shirish Agarwal, head of brand and marketing communications, Panasonic India: “At Panasonic, we are committed to our vision, of creating ‘A Better Life, A Better World’. We are constantly working on new and advanced innovations that enhance the experience of our consumers and to bringing these innovations to the Indian market. With the launch of our MirAIe platform, we bring to India the wonders of connected living – the joy of living every moment, with all of one’s chores and needs easily met, with barely a finger lifted. The campaign brings alive this sense of ease and fun that is possible in life when connected tech from the future is a possibility today.”
Added Joy Chauhan – SVP & managing partner, Wunderman Thompson, Delhi: “Panasonic is an iconic name for appliances in India and across the world. The brand has proved its Japanese heritage of bringing innovations and cutting-edge technology that makes lives simpler, better. The campaign captures this message simply, through everyday life situations, therefore emphasizing more the difference that connected technology can mean to our lives.”
Valentine’s Day 2020 is just another day. For a majority, this templated festival of expectations, the celebration of love and care would come and go like the other such days, Rose Day, Proposal Day… associated with it.
It was Valentine’s Day, and the prices of roses expectedly hit the circuit-breaker around February 14. In the era of proximity, floating or fleeting loyalty, the app-led search for love and commitments, high cost of expression and permanence of tattoos, it was templated.
It was celebrated because the marketing community had put peer pressure for you to celebrate it. The ritual of love, roses, gifts and dining were performed. It was no longer about what you wanted to do but about what you should be doing.
For the brands addressing young adults, It was an opportunity to stand apart, be quirky, cheeky and leverage the festival mood.
In my timelines, WhatsApp was full of silly jokes around love, sex, wife, girlfriend ex or otherwise, commitment and future relationships.
For me, the evening was spent with wife dressed in Valentine colours at the St Andrew’s College Auditorium, Bandra. Ad Club COO Bipin Pandit and his group of specially talented singers and musicians under the banner of Khumaar, a celebration of love and romance kept one entertained with songs of love and romance.
BRAND AND VALENTINE’S DAY.
One of the regular readers of my blog (thanks) sent me two clips. In her view, they were a great example of brands attempts to remain relevant. The brands were willing to innovate within the constraints. And that made me think.
VALENTINE AND AFFECTION
Oh, Yes, the nation again saw some groups disturbing couples in a few cities. The self-proclaimed extra-vigilant valentine social regulators took upon themselves to draw the line according to their ill-defined interpretation of culture and social expectations.
Brand Manforce after having burnt their fingers during Sunny LeoneNavratri hoarding some year back recognised this unbridged gap in the era of video traping. It urged young couples to exercise caution during Public Display of Affection (PDA) and digitally capturing their moments of intimacy. It was purpose-led safer sex. #YouAreNotAlone follows their earlier campaign #ShutThePhoneUp. Lovely, to see a brand continuing to focus on the same idea.
Durex, the other condom, moved towards 365 days of love, care and sex. Three years back, the brand asked couples to connect on Valentine’s Day and give your mobile a rest. The brand has been slowly evolving. And if you see their international work, you will realise they are at different point of evolution across countries.
So, Durex now sees the redundancy of Valentine’s Day. Who needs it when every day could be Valentine’s Day. It seems to talk the language of the current generation, always-on, curious, and questioning traditional relevance.
Valentine’s Day is here and we’re NOT excited! Because let’s face it, with Durex everyday is a celebration and hence #EverydayIsValentines! So, select the most boring gifts you have received on this day from the options below and we will gift you something super exciting instead!
— Durex India (@DurexIndia) February 11, 2020
OTT GOES OVER THE TOP ON VALENTINE DAY.
Netflix, on the other side, has a finger on the pulse of young adults. Their message ‘We are sincerely and terribly sorry for all the drama we’ve caused before. We promise to be better’ was definitely beautiful and relevant. Netflix apologised for all the fights it has started. It silently made the point of its high viewer engagement and involvement. It is a nice cheeky way to leverage the festival with strong product service association. It was treated like a Netflix original and starred ‘Maskaby’ cast, a Netflix original to be released later this year. I hope the audience loved it.
BURGER KING BRILLIANT TAKE ON VALENTINE’S DAY.
The Burger King and McDonald’s rivalry is well-known and documented. The brands have given us many moments of wow. This one is no different.
This year, way Burger King looked at Ronald (the McDonald Clown Mascot) and branded it as the most lonely person on earth, it is just superb. The script remains true to the valentine ethos while refocussing on the competition.
The communication is cheeky. The loneliest man in the world has always been in front of their eyes. Burger King asks customers to go ahead give company to the loneliest man on earth, take a picture or two and tag @burgerkingindia to get a free Whopper this Valentine’s Day. #LonelyNoMore. Must compliment the team that saw this opportunity.
PEPSI SOLO LOSES THE PLOT.
Now compare Netflix, Manforce with a brand like Pepsi using an overexposed fifty-plus star for Solo Swag. The timing absolutely bang on. The message and brand ambassador choice questionable. The spot has high visibility and attracted millions of viewers. Hope, the brand does not misinterpret views with brand affiliation.
https://youtu.be/MOVM4757i-Q
BOROSIL FAILS ON VALENTINE METER.
BOROSIL in the changing societal environment tries exploring the first Valentine Day for the same-gender couple. The idea is excellent. The curtailed expressions of the same-gender couples in the earlier era have been well-captured. ‘I hated Valentine Day, not because I did not have someone to share, but because I did’ is brilliant and powerful.
The brand missed because of a weak product association. And whatever was left was destroyed by adding the end-super about Supreme Court’s favourable verdict on section 377 in 2018! Should it be the first or the second Valentine’s Day? The subtlety was lost, and the forced brand integration is fragile. It happens when brands search for a purpose and find one that is constrained.
BRAND GRAVEYARD ON VALENTINE’S DAY.
Few brands remained functional, so they played safe with their communication on Valentine’s Day, neither gaining or losing. Brands like, Hide and Seek, KFC (Bucket bae), and Platinum Bands.
Kalyan Jewellers tried to play the patriotic card to align with the feelings of women missing their husbands who are on duty at the border.
Don’t forget ‘The Man Company’ trying to make it simple for all kinds of love. ‘Love knows no age, religion or gender’. Very stereotyped expression.
MELORRA RUINED SOMETHING.
Here is the one I loved until it exposed itself as a pure selling tool. Upping the game fell flat when it got down to giving brand items as a gift. Melorra campaign was was bubbly, strong, confident, cheeky, empowering and full of attitude and then it was just about sales. #UpYourGiftingGame
THEY DON’T MAKE THEM LIKE THIS ANYMORE.
The one that I would rate highly is SBI INSURANCE Valentine’s Day ad. Watch it to know how it touches the chord. It is an excellent example of emotion and product linkages. ‘Hira Kya Zane Tumhari Umar’.
Leave it, if there are no dots, stop connecting them. If you have a real purpose that is brand linked and allows you to leverage an opportunity- go right ahead. Otherwise, it is a waste to do forced integration.
In line with Bio-Oil’s quest to make motherhood journey a smooth and comfortable one, the brand launched its #BigLittleSteps campaign with a 1km Pregathon. Partnering with Neha Dhupia and Mira Rajput, the brand aims to inspire moms-to-be to stay fit and help them focus on self-care and self-love.
Speaking about the campaign, Suchit Bansal, Business Head, Premium & Digital Personal Care Business, Marico Limited said: “Bio-Oil has always partnered with and celebrated women in their journey towards motherhood, be it through our products or ideas. Pregathon is one such campaign where we are urging them to celebrate this beautiful phase of their lives, and stretch the imagination of what’s possible. Through a 1km symbolic walk, Bio-Oil is encouraging the expecting mothers to stretch their limits, and unstretch their marks! Our association with Neha Dhupia and Mira Rajput is keeping in mind that participating mothers-to-be can resonate with them and would love to hear their experience first-hand.”
Tata Tea Gold Mixture announced its relaunch in Maharashtra in Aurangabad. Commenting on the strategy and ideas behind the restage, Puneet Das, Vice President – Marketing – India, Tata Consumer Products said: “As a part of our strategy for Tata Tea, we are entering deep pockets of India to provide a quality tea experience to our consumers which only gets better with our specially crafted blends that are suited to the local taste preferences. Maharashtra is a key tea drinking market, and keeping regional preferences in mind, we are happy to announce that Tata Tea Gold Mixture is now in a new and improved blend which will be enjoyed by the tea lovers of Maharashtra. The quality offering is also reflected in our packaging, shifting from yellow to red & gold, which brings out the preimmunises of our offering. We hope this will be a delightful tea drinking experience and will be enjoyed by the tea loving people of Maharashtra.”
The product is available in all key traditional and modern trade outlets in Maharashtra.
Victorinox India, a brand known for the Swiss Army Knife, in partnership with Blue Ocean IMC has launched an ad campaign to showcase the salient features of the global brand. The campaign brings out the competitive spirit amongst the 15 travel and adventure seeking influencers who had to perform multiple tasks with the help of the Huntsman – a 15-function
While speaking on the campaign, Rohit Haldankar, Head – Digital Marketing, Victorinox India said: “The Victorinox Swiss Army Knife is an exceptional example of quality, functionality, innovation and design, and encapsulates what our 135-year old brand stands for. At Victorinox, we’ve set out on a mission to make the Swiss Army Knife an integral part of every travel-lover and adventure-seeker’s gear, and the first step towards achieving this is to inform, educate and enthrall our target audience. This is also the objective of the #LoveMySAK campaign, which we’ve tried to attain by roping in some of the coolest personalities on Instagram for a thrilling battle of tasks to be accomplished using only the Victorinox Swiss Army Knife.”
Added Rahat Beri, Managing Director – Blue Ocean IMC said: “Far from creating an ordinary influencer marketing campaign, we are cognizant that Victorinox brand with its heritage and legacy worldwide has always endeavoured to strengthen its relationship with its customers. With this as the core, we decided to create a campaign that involved real-life situations not at the comfort of an indoor stadium or studio, but in places where the actual use of the product can be experienced and demonstrated. The #LoveMySAK campaign highlights not just the experiential tool but also fuses the utility and the experience.”
Now, it is rare for a brand to come with two exceptional executions in succession. May be it is the rivalry between the two big brands; Burger King and McDonald’s that have made it possible. Personally, I wish for a hattrick.
THE FIRST WIN FOR BURGER KING WITH THE LONELIEST PERSON ON EARTH.
Recently during the Valentine’s Day week, Burger King made one relook at Ronald, the McDonald’s mascot as the loneliest person on planet earth. One was still admiring the way they did the Valentine’s Day communication when one was rattled with the MOLDY BURGER- celebrating no preservatives.
IMMORTAL MCDONALD’s BURGER.
Before, the Burger King- Moldy Whooper, let’s talk of the immortal McDonalds burgers. Time to time reports of McDonald’s burgers that seem to defy time has been flooding the internet. There have been reports of people having 10-12-20-year-old McDonald’s Burgers that have hardly shown any change. They seem to be fresh. The internet even offers the explanation for such a phenomenon- but then life is all about Perceptions adulterated with reality.
A few of these immortal McDonald’s burgers were recently featured on the internet. One could presume that it may have something to do with the other brand. If it did, then Burger King’s Moldy Whooper campaign becomes that more exciting.
So what is Burger King MoldY Whooper?
Moldy Whooper is a simple demonstration. A Burger King’s Whooper deteriorating with time, because there are no preservatives added in any component of the Burger King’s Whooper. As per reports, this is Burger King’s way to move towards more natural ingredients and food. Currently No preservative is a claim across 400 outlets in the USA, soon to be the fact across all US outlets and then take on global sales.
https://youtu.be/oSDC4C3_16Y
Frankly, it is unappetising to look at. There would be debate among brand strategists and creative teams if this was the best way forward to make the point.
We must remember, marketing is all about sacrificing and not merely choosing what to present. I frankly have huge respect for the Burger King’s team. They have taken a disruptive way forward to use such a powerful demonstration. Most of us would love to be a part of a Brand team that does such work.
Moldy Whooper, a creative winner too!
In India, some well-known creative heads have tweeted the possibility of Moldy Whooper winning big time at Cannes. The timing is just right, and most likely, the statements will come true. I, on the other side, am waiting for a hattrick.
Valentine’s Day 2020 is just another day. For a majority, this templated festival of expectations, the celebration of love and care would come and go like the other such days, Rose Day, Proposal Day… associated with it.
In line with Bio-Oil’s quest to make motherhood journey a smooth and comfortable one, the brand launched its #BigLittleSteps campaign with a 1km Pregathon. Partnering with Neha Dhupia and Mira Rajput, the brand aims to inspire moms-to-be to stay fit and help them focus on self-care and self-love.
Tata Tea Gold Mixture announced its relaunch in Maharashtra in Aurangabad. Commenting on the strategy and ideas behind the restage, Puneet Das, Vice President – Marketing – India, Tata Consumer Products said: “As a part of our strategy for Tata Tea, we are entering deep pockets of India to provide a quality tea experience to our consumers which only gets better with our specially crafted blends that are suited to the local taste preferences. Maharashtra is a key tea drinking market, and keeping regional preferences in mind, we are happy to announce that Tata Tea Gold Mixture is now in a new and improved blend which will be enjoyed by the tea lovers of Maharashtra. The quality offering is also reflected in our packaging, shifting from yellow to red & gold, which brings out the preimmunises of our offering. We hope this will be a delightful tea drinking experience and will be enjoyed by the tea loving people of Maharashtra.”