MxMIndia

Category: PRODUCTS

  • The campaign personifies strength in self-belief &determination – 'Will of Steel'

    JSW Group banks on ‘Inner Strength’ in new corporate campaign

    By A Correspondent

     

    JSW Group has launched a new television commercial ‘Will of Steel’ as part of a new brand campaign that it has embarked on.

     

    The TVC is based on the life of India’s first ever Gold Medallist female wrestler, GeetaPhogat, who made it to the top, against all odds, and that too in a sport that is typically male dominated and considered extremely unconventional for female athletes.  The central theme of the TVC is ‘inner strength’.

     

    Aptly titled “Will of Steel”, the commercial has been executed by Ogilvy. The TVC celebrates and showcases how human grit, determination and a steely resolve can catapult seemingly ordinary human beings to unparalleled levels of achievement and success.

     

    Commenting on the new TVC, Seshagiri Rao, Joint Managing Director & Group CFO, said, “GeetaPhogat, displayed a rare will of steel and her efforts and life-story are the inspiration for this campaign. By showcasing Geeta’s ‘Will Of Steel’ via a mass media campaign, we hope to inspire and encourage more and more people to overcome challenges in life”.

     

    Geeta comes from a conservative, patriarchal village, Balali in Haryana. The TVC gives a glimpse of her tough journey, how she defied societal norms, busted several myths, fought severe resistance and wrestled her way into success, all because she had the will power to achieve her dreams.

     

    “JSW Group is one of the leading business houses of the country and the will to succeed has kept us at the forefront in the core sectors of the economy and has seen us setting newer benchmarks from time to time. Since we demonstrate ‘Will Of Steel’ in our ideology and in our actions, the concept behind the TVC resonates very well with our corporate ethos.  We hope to encourage more and more people to come forward with their own ‘Will of Steel’ stories”, added Mr. Rao.

     

    Piyush Pandey, Chairman, Ogilvy and Mather, South East Asia said, “I am proud that Ogilvy and Mather is associated with this campaign of JSW Group which captures the spirit and power of the Indian woman. It is a great step in unleashing Indian women from the grip of our male chauvinistic society. This is only the beginning, watch out for more in this campaign.”

     

    The 60-second TVC will air in key markets nationwide, including the states of Karnataka, Kerala, Tamil Nadu, Andhra Pradesh, Telangana, Maharashtra, Goa and West Bengal.

     

  • In the back drop of cricket World Cup, MRF has unveiled a new TVC that has been conceptualised by Lowe Lintas Chennai

    Lowe Lintas Chennai unveils inspirational film for MRF Tyres

    By A Correspondent

     

    As India’s largest selling tyre company and as a brand that has supported Indian cricket for the last 23 years, becoming global partner of the ICC Cricket World Cup is part of the natural progression for MRF. In the back drop of this mega sporting event, MRF has unveiled a new TVC that has been conceptualised by Lowe Lintas Chennai.

     

    ‘Expectation’ is the singular emotion that connects fans in a big way to the game of cricket, something that the TVC captures and amplifies. Expectation is heightened by the fact that team India are the defending champions. While this sentiment echoes across the land, it is brought alive through the sound track of the film, where different street sounds converge to raise an enduring and inspiring patriotic anthem to the Indian cricket team – Saare Jahan Se Achha.

     

    Koshy K Varghese

    Commenting on their association with the World Cup event, Koshy K Varghese, Executive Vice President-Marketing MRF, Limited said: “We at MRF have passionately supported cricket for decades. From our association with legendary cricketers to grooming the nation’s finest talent though the MRF Pace foundation and now, being a proud Global Partner of the ICC Cricket World Cup 2015 – we have actively supported the sport for a long time. The objective of this TVC was to showcase MRF’s and the nation’s undying support to our cricket team. Expectations are high from the Indian team and there is a lot riding on them, just as there is a lot, literally, riding on us at MRF.”

     

    The film begins with the Indian cricket team making their way to the airport. During their journey they are met with a rousing response from certain sections of the crowd who are engaged in their mundane day-to-day activity. From a young enthusiastic mother to an ardent senior team supporter to a large number of fans that have assembled at the airport, the Indian cricket team gets greeted all along with an inspirational message through the song – Saare Jahan Se Achha, Hindustan Hamara. The film ends with the message– ‘There’s a lot riding on us’ that is symbolic of the hopes of millions of Indian fans who want their team to return with the World Cup just like MRF Tyres that undertook the journey of making the players reach safely to their destination.

     

    Rajesh Ramaswamy
    Rajesh Ramaswamy

    Sharing his views on the creative approach taken for the TVC, Rajesh Ramaswamy, Executive Creator Director, Lowe Lintas said, “The beauty of this idea was the line ‘There’s a lot riding on us’ which was written for MRF the brand. And when they tied up as one of the main sponsors of the World Cup, this thought extended naturally to the Indian cricket team too. We picked ‘Saare Jahaan Se Achha’ and decided to render it in different ways as the bus travels through the city. The sound had to dictate the visuals. Mikey did an absolutely fantastic track that evoked the kind of feeling we needed. And Santosh Sivan captured this in a beautiful way. This one is made with the same passion that MRF as a brand has for cricket which they have displayed for so many years. The logo in the end contributes a lot of credibility.”

     

    The campaign is on air and will be splashed across traditional media and online channels.

     

  • The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt

    FCB Ulka highlights multiple features of Bolt through a series of campaigns

    By A Correspondent

     

    FCB Ulka has conceptualised a series of ads for Tata Motors’ newest hatchback offering -Bolt. The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt. This unique feature allows one to shift between different driving modes of Sport, City and Eco – at the touch of a button.

     

    The ads show a mix of sequences of people in the Bolt – a gang of friends who are running late for a match, a family which decides to switch to Eco mode as they don’t need to tank up for a long drive, an independent minded lady on her way to the airport to pick her partner, colleagues who have had a long week and want to go on an enjoyable drive, a young father taking his children for ice cream, and a classic wedding situation. All the situations were shot around the country to connect with pan-India audience, and were strung together by a modern and youthful jingle.

     

    The TVCs are being aired across GECs, news, niche and regional channels. They are also supported by print, radio and digital media.

     

    Commenting on the campaign, Delna Avari, Head – Marketing Communications, Passenger Vehicles, Tata Motors said, “The Bolt is an exciting hatch from Tata Motors. This is India’s first hatch to offer a Multi-Drive mode experience. We wanted to play up on this core offering. We wanted the music to be peppy, which goes with the Sportiness of Bolt. The brief to the agency was to create a simple yet impactful ad which captures the spirit of the young Indian consumer. We are delighted that FCB Ulka has delivered a strong communication through this ad campaign. We have seen a positive, good response for the Bolt.”

     

    Haresh Moorjani, Executive Creative Director, FCB Ulka said, “In the hatchback segment, the Bolt is truly a trendsetter. Besides great looks and new age connectivity options, the one feature that sets it apart is the multi-drive. So we single-mindedly created a series of commercials around this feature with a track that brought alive multi-drive in a memorable manner. Capturing a young lifestyle that is in a state of constant change – from a surge of power to the joy of a long drive”.

     

    The task was to bring ‘multi-drive’ alive through real-life situations where a person might need a burst of power or better mileage.

     

  • Meru Cab's new campaign has been conceptualized, created and executed by Apostrophe Films Pvt. Ltd

    Meru Cabs unveils first nationwide ad campaign

    By A Correspondent

     

    Meru Cabs has launched its first nationwide thematic marketing campaign with the tagline ‘Ab Haath Na Hilao, Bas App Dabao’ highlighting how Meru continues to offer reliable travel experience now delivered via Meru Cabs App.

     

    The new ad campaign is based on the universal insight that the most common way commuter’s find a cab is by wildly flailing one’s hands which tends to be very stressful experience. The campaign brings to the fore how travelling by Meru Cabs reduces the physical and mental stress by giving commuters a comfortable ride and peace-of-mind. The new TVC will be seen across general entertainment and news channels.

     

    Meru Cab’s new campaign has been conceptualized, created and executed by Apostrophe Films Pvt. Ltd. The new ATL campaign will be supported with a radio, social media and outdoor campaign with ad creatives on 1300 Meru cabs across Mumbai, Delhi, Hyderabad, Bangalore, Chennai & Jaipur.

     

    Commenting on the launch of Meru’s first ad campaign, Rathin Lahiri CMO, Meru Cabs said, “As pioneers in the radio cabs industry, Meru was the first player to address barriers in the category to providing consumers a reliable travel experience. Realizing the everyday challenges commuters face by having to haplessly waving their hands, Meru strives to own this universal insight by highlighting the stress free and reliable journey consumers can get through the Meru cabs app.”

     

    Commenting on the creative insight of the campaign, Ashish Khanzanchi, Managing Partner, Enormous said “Since the idea was a flapping the hand, we decided to give the commercial a strict economy of movement. Almost static frames with the protagonist staring at the camera, so the effect of waving the hand would be isolated and amplified. This in turn also gives the Meru Cabs commercial a quirky and memorable execution.”

     

  • Continuing with our World Cup previews, we look at how the Indian team's form is impacting broadcast sponsorship

    Is the form of Dhoni & Co keeping advertisers at bay?

     

    By A Correspondent

     

    Is the Indian team’s cricketing form a worry for advertisers? We spoke to a few sports marketing specialists and this is their analysis: While the likelihood of India entering the quarter-finals is very high,    let’s take a close at look at the India fixtures and the time at which each of them is going to be aired (all timings in Indian Standard Time).

     

    Sun, Feb 15 v/s Pakistan, 9am

    Sun, Feb 22 v/s South Africa, 9am

    Sat, Feb 28, v/s UAE, 12 noon

    Fri, Mar 06  v/s West Indies, 12 noon

    Tue, Mar 10  v/s Ireland, 6.30am

    Sat, Mar 14  v/s Zimbabwe, 6.30am

     

    The first two matches will have much bearing on how India fares in the Cup. While the UAE and Ireland matches are India’s unless there is a major upset, the West Indies and Zimbabwe could not be taken too lightly. The last two matches start at 6.30am on Tuesday and Saturday so could see a beating in viewership and Feb 28 is Budget Day and will clash with Finance Arun Jaitley’s speech.

     

    And this is how the last seven fixtures are scheduled:

    Quarter-finals 1-3 March 18-20, 9am

    Quarter-final 4 March 21, 6.30am

    Semi-final 1 March 24, 6.30am

    Semi-final 2 March 26, 9am

    Final: March 29, 9am

     

    The likelihood of India reaching the quarter-finals is a near-certainty unless there are some major upsets, the likes of which we have seen in the group. But India has to play really badly to make way for the UAE, Ireland and Zimbabwe in the final four.

     

    Is India in really bad form? Could the performance of Dhoni & Co in the recent past have been caused due to some experimenting with the mix of the team?

     

    So what explains the lukewarm interest in the Cup? That’s more because every advertiser and media agency wants to beat the broadcaster on ad rates, which some advertisers told us was on the higher side. The later you sign up, the better the negotiations.

     

    Image: Nike publicity material of the unveiling of tge One Day International kit that the Indian Cricket team was to starting January 18 in Australia

     

    Rs 25 lakh for 10 seconds?!
     

    Ads get expensive as Star India seeks Rs 25 lakh for 10-sec slots during India-Pak ICC World Cup tie

     

    By Ravi Teja Sharma & Pritha Mitra Dasgupta

     

    Diehard cricket fans will remember the memorable India-Pakistan battles of the past World Cups. The tense standoff in Bangalore in 1996 when Ajay Jadeja went on a rampage and Venkatesh Prasad showed Aamir Sohail the way to the pavilion after sending his stumps clattering; that glorious Saturday seven years later in Centurion Park when fiery Shoaib Akhtar’s missiles were smacked by Sachin Tendulkar to all parts of the stadium, in the process delivering a huge win for India and a big confidence boost after a demoralising loss to Australia early in the tournament.

     

    This World Cup, the old enemies meet again. Not in the final as many fans would hope for or in the semi-finals like in 2011, but in the opening league match on February 15.

     

    Well ahead of that epic India-Pakistan encounter, a different kind of a battle is being fought behind the scenes. On one side are the advertisers who want to exploit the big viewership numbers that this match promises to deliver, and sitting tight on the other is Star India, the official broadcaster, who wants to milk the match by jacking up the advertising rates.

     

    More than 70 brands, including some regional brands and first-time advertisers, have booked slots for the game, which is 50% more than the count for 2011 World Cup final, said a spokesperson for Star India. At Rs 25 lakh per 10 seconds, this is going to be the most expensive advertising opportunity ever in cricket, but one that not many advertisers would want to miss. The match will see Amitabh Bachchan making his debut as commentator.

     

    Star India had sold the match between the two nations in the 2011 edition – the semi-finals – at Rs 20 lakh per 10 seconds but the final between India and Sri Lanka had come close to Rs 25 lakh per 10 seconds. “From a business and brand perspective, very few events can match the potential of an India-Pakistan match. I can understand paying a premium for this match, but Rs 25 lakh is too steep,” said Basabdatta Chowdhuri, chief executive at Platinum Media, which is part of the Madison Media Group.

     

    Media planners and agencies contest that number. According to them, Star has sold around 75% of its inventory for the India-Pakistan match and about 70% for the entire World Cup so far.

     

    Clearly, Star India is going for the kill, seeking Rs 25 lakh per 10 seconds from those who want to advertise across all its feeds during this match, according to people in the know. But top advertisers and media planners say they would rather wait and watch, as they feel prices will dip closer to the game

     

    Speaking on the condition of anonymity, a senior executive at a large advertiser said there is enough inventory available at the moment and they are waiting for rates, even for the India-Pakistan match, to correct closer to the tournament beginning

     

    A spokesperson for Star India said the ad slots for the match have been sold out much in advance.

     

    “No other game of cricket draws as much passion, emotion and following as an India versus Pakistan World Cup game,” he said.

     

    The channel has packaged the India-Pakistan match in several ways. There are advertisers who have bought combined airtimes across several matches, including the most talked-about match. For them, though, the average airtime rate is working out to between Rs  4.5 lakh and Rs 5 lakh per 10 seconds. Floating inventory for the match, however, have been categorised and priced according to the feeds.

     

    An advertiser that wants all the feeds including English, Hindi, South Indian feeds and high definition will have to pay Rs 25 lakh per 10 seconds. This means an advertising spot of 30-40 seconds would cost anywhere between Rs 75 lakh and Rs 1 crore. If an advertiser wants only English and HD feed, then it will have to pay Rs16-18 lakh per 10 seconds.

     

    “This is by far the highest rate that has ever been charged for a cricket match by a channel and I think it is a huge risk for advertisers,” said a top GroupM official, who didn’t wished to be named.

     

    Another media planner from the Dentsu Aegis Network said it doesn’t make sense for an advertiser to pay this kind of money when there is enough cricket happening in the country with both ICC and IPL matches.

     

    According to Indranil Das Blah, chief operating officer of sports management firm Kwan, this is undoubtedly the most high-profile match of this World Cup. “I don’t know if the ad rates are justified or not, but it can’t get bigger than this and no advertisers would risk missing it,” said Blah.

     

    For the larger World Cup, though, Star has signed up the likes of Sony, Airtel, Gaana.com, Hero and Karbonn as sponsors, alongside Maruti, Nestle, Raymonds, Marico, Pidilite, Yepme-.com and Paytm. To cater to a wider audience, it is broadcasting the tournament in Tamil, Malayalam, Kannada and Bengali alongside Hindi and English that it hopes will bring in a large number of new advertisers to the World Cup as it will become more affordable for smaller advertisers.

     

    But media planners say there is some level of concern around the Indian team’s performance as well and also the timing of the matches, but these concerns will not matter if India begin the World Cup journey with a big win over Pakistan.

     

     

     

  • The core thought of the campaign has been customised to engage the digital audience as well

    Mentos takes the cheeky self-deprecating route for new campaign

    By A Correspondent

     

    Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.

     

    The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”

     

    “This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.

     

    The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.

     

    Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”

     

  • Offers affordable technology to millennials to connect with family and friends

    Tata Docomo banks on ‘bhalai ki supply’ in latest campaign

    By A Correspondent

     

    Tata Docomo has launched its latest TVC as part of its ‘Bhalai Ki Supply’ ad campaign, targeted at the millennial population of India.

     

    The latest film in the series of ‘Bhalai Ki Supply’ begins with a young man drifting to sleep after having dutifully sent off innumerable memes, jokes everywhere to do his share of spreading bhalai. A voice jolts him out of his stupor to remind him that ‘bhalai is a full-time job’. He rises again and resumes ‘bhalai Ki supply’. The advertisement goes on to urge prepaid customers to do their bit and continue with the ‘bhalai ki supply’, now that even unused data can be carried forward rather than getting lost on expiry of validity.

     

    Tata Docomo pre-pay users can carry forward their unused data simply by recharging before their existing data pack validity expires. Users can carry forward their unused data balance, for 2G packs by recharging with a 2G data pack and similarly for 3G packs by recharging with a 3G data pack before their existing data pack validity expires.

     

    “As data consumption is becoming more pervasive and an integral part of how youth communicate, it is important to keep offering innovative solutions that talk both to core consumer needs such as affordable connectivity while at the same time weeding out category irritants. The ‘carry forward unused data’ feature in all our internet plans weeds out an important category irritant, which is losing out on left-over data post the validity expiry. This challenges the established convention in internet packs in line with our ‘untelecom’ & consumer centric approach,” said Gurinder Singh Sandhu, Head – Marketing, Mobility, Tata Docomo.”

     

    Conceptualised by Contract India, the TVC captures everyday situations to offer a witty reminder for the value-for-money data and voice plans by Tata Docomo. The idea is to encourage customers to make the lives of people around them more happier.

     

  • The challenge lay in persuading shoppers on what benefits green tea offers them

    Lipton Green Tea offers a new shopping experience with TracyLocke

    By A Correspondent

     

    Leading tea brand Lipton wanted to drive the penetration of its green tea bags amongst health conscious young men and women by positioning it as an additional beverage for consumption during the day and educating them on the benefits of Lipton green tea.

     

    When TracyLocke conducted a survey, they found that the consumer is not sure where to buy and how to select on shelf when all tea products look the same. So the challenge lay in persuading shoppers on what benefits green tea offers them.

     

    To convey the thought to the mass, TracyLocke chose to take the mass route i.e. TAPRI. They conducted a daylong session and shortlisted five concepts. Here the task was to capture attention, connect with the consumer’s mindset and make it easy for them to commit to the brand. The team created FSUs, end caps, shelf strips, and parasite hangers depending on the insights from consumer’s feedback.

     

    The team conducted an extensive lab research for three days in a leading shopper research facility at Unilever’s premises. A combination of shopper observation and a post simulated purchase, in-depth interview was conducted that provided insights on the creative and the elements which the team had installed. Basis the findings, the team selected the winning route and created the final in-store elements. TracyLocke worked out the final creative elements which include parasite hangers, shelf cladding, end caps and visicube.

     

    Ashwath Srinivasan, Senior Brand Manager-Beverages at HUL said, “The green tea segment in India is the fastest growing segment within packaged tea. We believe that this is the right time to accelerate the development of green tea and become leading green tea brand by driving the penetration of Lipton green tea among health conscious young men and women. Research shows that while consumers know green tea is healthy they are not sure why exactly they should consume it and hence most shoppers tend to ignore it at the store. With the help of TracyLocke we were able to come up with a set of compelling in-store assets. In fact, we’ve used the in-store visual in other media too.”

     

    Mandeep Malhotra, President, DDB MudraMax quoted, “India is changing and so is the consumer behavior. Lipton is a very strong player in the tea segment and had to maintain the leadership stance. We were briefed on Green tea as a project and were up for using our proprietary tool’s to make a difference in the market. The ability to address the complete spectrum of consumer touch points with depth requires unique capabilities. We began with measuring and understanding the brand / the category and the environment. Layered with consumers’ behavior and there selection or deselection process on shelf space at the marketplace, we designed the key elements for visual relationship with healthier choice. A great execution and deployment role out of designs were proposed. Lot of research and testing on the work ensured that we come up with a shopper marketing campaign duly supported by media placement was rolled out. We are super happy with the work and results. We are glad that our contribution on making Lipton green tea a popular choice for a healthier India is a great case study for shopper marketing in India.”

     

  • The TVC also addresses key pain points that customers encounter while managing theirs & their family's mobile plans today

    Airtel highlights parents’ role in new product campaign

    By A Correspondent

     

    Airtel has announced the rollout of a new campaign for mPlan Family. The launch of the product redefines the way mobile plans are used today, as it no longer will be meant only for solitary usage, but for something that is shared. Designed to be simple and delightful, it also addresses key pain points that customers encounter while managing theirs & their family’s mobile plans today.

     

    The campaign is based on a simple insight that while fathers’ roles as providers are critical, their contribution to the family is not as visible on a day-to-day basis as that of the mother’s. The campaign targets this relatively invisible role of fathers in our families by urging kids to be nice to them because only then will they get the chance to be on their postpaid plan and enjoy desired benefits on their mobile phones.

     

    The campaign brings this alive this give-and-take adjustments of relationships in every family through various 30 sec commercials. As the films start, we see a picture perfect day for a family where the kids of the house are being overtly nice to their fathers by doing chores that they aren’t otherwise expected to do. While the father is left ecstatic with this gesture, one realizes that this rosy picture is not quite as it seems. The mystery unveils as the voiceover breaks and we realize that the kids were being nice to their dad just because it is in their interest so that they can share in his postpaid plan and get maximum benefits.

     

    The background score for the commercials is a recreation of the famous song ‘Phoolon ka taaron ka’ from the movie ‘Hare Rama Hare Krishna’. The commercial is being supported by outdoor, radio, cinema advertising, on-ground initiatives and web media.

     

  • The new campaign reinforces the message of oral care where Deepika gives a master-class in healthy oral care habits

    Deepika gives a master-class in oral care for Orbit

    By A Correspondent

     

    Wrigley’s Orbit has launched its new TV commercial, ‘Eat Drink Chew’ featuring Bollywood A-lister and brand ambassador, Deepika Padukone.

     

    The new campaign reinforces the message of oral care where Deepika gives a master-class in healthy oral care habits as she breaks up with her favourite food – Sandwich.

     

    Emphasizing on oral-care benefits of the brand, the new TVC is the latest version of Wrigley’s Oral Care message which encourages people to incorporate sugar-free gum into their everyday oral care routine as it helps to keep teeth clean and healthy by neutralizing plaque acids and enhancing remineralisation. Further, chewing sugar free gum helps clean as much as 90 per cent of food debris from the mouth and provides a good oral care solution on the go.

     

    Speaking on the new brand campaign, Deepak Iyer, Managing Director, Wrigley India Pvt. Ltd. said, “The new OrbitÒTVC featuring our brand ambassador, Deepika Padukone, has a great message and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack,  However, it’s easy to chew OrbitÒ, sugar free gum to get rid of the food that lingers a little too long around the teeth. While it’s fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley’s Oral Care message of Eat, Drink and Chew and how OrbitÒ provides you with an oral care on the go solution.”

     

    According to Sambit Mohanty, Creative Head, DDB Mudra North, “In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone and the animated food character (Sandwich) and their conversation about “breaking up” lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the ‘Eat Drink Chew’ campaign strikes a chord with everyone and takes Oral Care to an even wider audience.”

     

  • Cricket icon & Gillette India Brand Ambassador Rahul Dravid seen with a cricket fan in a unique avatar

    Gillette salutes fans’ passion for cricket in new TVC

    By A Correspondent

     

    With the Cricket World Cup underway, and as a tribute to the Indian cricket fans, GREY group India has launched a special video that salutes all cricket lovers who showcase their incredible passion and relentless support towards Indian cricket and cricketers.

     

    The Indian fans’ sentiments and passion flows into the performance of the players thereby reinstituting their joy and this video is Gillette’s ode to the Indian cricket fans. Rajeev Sathyesh, Country Marketing Manager, Gillette India said, “Gillette, globally has been associated with sports for many years now. As part of Gillette’s endeavor to salute the spirit of all Indian cricket fans, we have launched Special Edition India razors. The new razors have the word India engraved on the handle and proudly displays the country’s name and colours.”

     

    Gillette’s recently launched special edition razors that have the word India engraved on the handle and displays the country’s name and colours, to encourage cricket fans to continue extending their relentless support to the team.

     

    Malvika Mehra

    Malvika Mehra, National Creative Director and Executive Vice President, Grey Group India, said, “They say fans make the game. No fans, no game. This short film is Gillette’s salute to the passion of every cricket loving Indian fan. Told through a story of a blind fan whose spirit and love of the game clearly overtakes his disability. In today’s overly crowded (and yet ironically isolated) social ecosystem, any sensible brand needs to have larger conversations with its consumers, they need to evoke ‘real feelings’. The age of mere transactional communication is over. We are lucky to have a client like Gillette, who sees that. With this film we hope to touch a much richer space of a ‘real connection’ with the consumer. Leading to a far more satisfying pay off for a brand in the long run.”

     

    Yashaswini Samat, Executive Vice President, P&G, Grey Group APAC said, “Gillette has historically leveraged sports and sports celebrities, globally. The focus here has been on the common man, the fans and their unequivocal passion for the sport.”

     

  • The campaign celebrates the age old bond between mother and child with a new-age twist

    Publicis takes the hunger route for Maggi in new campaign

    By A Correspondent

     

    MAGGI Noodles, Nestle India’s flagship brand has launched its new brand campaign for Masala Noodles. The campaign celebrates the age old bond between mother and child with a new-age twist.

     

    Partha Sinha, Director and Chief Strategy Officer, Publicis said “With years, the work on MAGGI is becoming more and more fundamental. We were looking for one such fundamental truth and we figured that ‘Hunger’ probably is the most primal bond between a mother and a child.”

     

    Left – Bobby Pawar, Right – Partha Sinha

    Since the last 30 years Maggi has been creating a stronger bond between a mother and a child their insight locates the brand in a more primal and fundamental space.

     

    Bobby Pawar, Director and Chief Creative Officer, Publicis adds “Once we had a powerful fundamental insight, the job of the creative was to tell a story contexted in current cultural shift. We came up with two stories that demonstrates the power of hunger bond.” The context is always modern, the content is always universal. That’s MAGGI for you”.

     

    The communication has taken off well with the campaign crossing 1.5 million views in just two days.