WPP agency Geometry Encompass has announced the launch of its DLX (digital live experience) practice Pro.digi, to help brands “connect with their consumers in the virtual space”.
Said Roshan Abbas, Founder at Geometry Encompass: “Given the seismic shift that experiential marketing is witnessing, it is imperative to create new and engaging environment for our consumers. The digital screen is the new currency for experiential, through Pro.digi we create data driven and digital experiences to create lasting brand engagement for our audiences”.
Added Ranjit Raina, CEO, Geometry Encompass: “The pandemic has ushered in digital transformation at a scale never seen before. Through our early experiments in the virtual space we are convinced that it is possible to stay real in the virtual world and enable human connections. Commerce is so much more than just a transaction and Pro.digi aims at creating solutions for real growth”
Coca-Cola India has released a series of stories narrated through the digital medium as short films, static posts on its social assets and long-format stories on Coca-Cola India Journey titled ‘Ummeedo Wali Dhoop’. The campaign features stories of everyday heroes who have gone above and beyond the call of duty to help the community amidst the COVID-19 pandemic.
Said Shrenik Dasani, Vice President – Sparkling Category, Coca-Cola India and South West Asia: “At a time when the human spirit is being tested like never before, this was our attempt to share an inspiring, optimistic message with people and collectively reaffirm our unshakeable faith in the resilience and power of the human spirit. In equal measure, the campaign is a small expression of our gratitude to all those individuals, who acted as living proof of that resilience, when they went above and beyond what was expected and rose up in aid of their fellow human beings in a time of great need.”
The anthem has been written by Prasoon Joshi, CEO of McCann World group India and Chairman (Asia Pacific). The now-released stories are an extension of the campaign which features ‘heroes’ from across the country and various walks of life.
Cadbury from Mondelez India defines chocolate in India. There are other brands like Amul, Ferro Rocher, Nestle, Hershey, Mars available in the country, but it’s Cadbury which has the highest TOMA ( Top Of Mind Awareness). It has slowly moved from primarily a taste-based reason and celebration, to a new symbol of romance.
Cadbury Romance
Romance and sharing are chocolate category cues. ‘How Far Will You Go For Love’ campaign launched with Valentine’s Day 2020 can be seen as an attempt to dominate or strongly associate romance with its products. As ever before the brands films remain very simple and always leave you with a smile. There is something Khas ( special) with the brand films. The subtle communication is beautifully crafted and leave you with happiness for being part of some ones expression of love. You want to the person on the screen, loving or being loved.
This simplicity and directness of a very focused incident being visually rendered for you has always been the case with Cadbury. Even if the setting was a hospital bed, conference room or even a stage.
The Cadbury Chocolates Umbrella film recently released is consistent with the brand imagery and a treat to watch. There could not have been a simpler storyline rendered simply. I am also fan of these almost devoid of dialogue communication. Everything is in the eyes, moments, gesture, expression and the smile. Possible because they involve two people in love.
A boy is on the roof of a building and is holding an umbrella. He is moving from one roof to another so that he can provide shade to his ladylove walking on the pavement below. Wow.
The choice of cast and the expressions and just brilliant. The indulgence with chocolate is a well-entrenched part of the story. You just want to the girl on that pavement or the guy on the roof. And, you know how consistent the emotion and its expression are.
It is pure magic in its simplicity and may lead to many more such expressions of love. Here love is demonstrative, conversationalist with active engagement. I am not sure, if the brand should / would /could experiment with slight elderly couple or senior couple, in which the SBI ad ‘hera kya jane tumahri umar’ is a classic.
Cadbury UGC
One can find many user-generated films around Cadbury chocolate on YouTube. Many are part of the contest. Watch Bahubali singing the Cadbury song. Kiss me, close your eyes. And another one dedicated to ever-hungry boyfriend.
Sharing Cadbury Chocolate Expression Of Love
Cadbury chocolate was always about sharing. However, in real-life sharing of Cadbury chocolate was the last thing in mind. You wanted it for yourself. And that is the beauty of pushing sharing. It is all after establishing taste superiority.
Now, will Cadbury Silk succeed in making sharing a definitive symbolic expression of love is something we will have to wait for? Chocolate is anyway big in the romance vocabulary, and the shift needs consistent efforts.
Cadbury Flashback
Whenever one talks of chocolate advertising or Cadbury chocolates in India, the fame ‘Asli Swad Zindagi ka’ cannot be missed. It has been an iconic piece of advertising for many reasons and a foundation that the brand leverages. Here is the film, just for reference.
A classic case of the client getting the creative they deserve. I think we will see many films under ‘How Far Will You Go For Love’ campaign. I hope they are as brilliant and as simple as the umbrella one. Till that time, let me bite onto a new pack of Cadbury Silk, or better still share it with the love of my life, my dear wife. And, if she asks why this sudden unexpected gesture, I can say, ‘Blame it on Cadbury’
Hamdard Laboratories, which forayed in the Ready-to-Drink segment with RoohAfza Fusion and RoohAfza Milk Shake products, has released digital campaigns celebrating the ‘Double Dose’ of these flavour combinations. The campaigns crafted and conceptualised by FCB Ulka will be launched on digital media with the messaging – Freshness and Taste Ka Double Dose.
Said Mansoor Ali, Chief Sales & Marketing Officer, Hamdard Laboratories India: “We’ve always wanted to build bridges with the younger generation and offer them with products that would refresh their taste buds with a hint of nostalgia. The double dose signifies the unique punch of fruits with Roohafza in Roohafza Fusion, and milk with Roohafza in the Milkshake. Our aim has always been to innovate and treat our discerning consumers with our exciting, unique flavours. The launches and campaigns symbolise the entire family of RoohAfza as the ‘refreshingly local’ Indian brand that everyone relishes. ”
Added Surjo Dutt, National Creative Director of FCB Ulka: “Young people are irrepressible. They are endearing in their ability to break decorum and get away with it in broad daylight. And that’s what makes them so refreshing! We wanted to transplant the same refreshing and irrepressible quality to RoohAfza Fusion.”
FMCG brand Mother’s Recipe has launched a social media campaign titled ‘Your Traditions Our Pickles’ to revive the emotions of tradition. The campaign was launched with a purpose to strike a chord with its consumers amidst the pickle season. Triton is the creative agency and Social Panga is the social media agency.
Said Sanjana Desai, Executive Director, Mother’s Recipe – Desai Foods: “We have launched the campaign ‘Your Traditions Our Pickles’. The idea spurted when we realised that our culinary traditions cannot be contained by the threat of a virus, why should we miss out on the taste of tradition this summer? With all our campaigns we have always believed in striking an emotional chord with our consumers and their treasured memories. We have over 50 variants of pickles available for every taste. There are no added preservatives, no artificial colours, its made the traditional way with lots of love. ‘Pesh hai wohi ghar wala swad, wohi summer wala swad’
After refreshing its logo, Relaxo Footwears has released a digital campaign titled. #RishtoKiFlite
Said Gaurav Dua, Executive Director (Sales & Marketing), Relaxo Footwears Limited: “The lockdown period has forced us to slow down our usually hectic pace and obverse the small blessings around us that have always been taken for granted and most often, ignored. This pandemic has taught us to savour the little joys of family life that are the true gems to be treasured. Flite attempts to draw the customers into this realm of positivity with this film”.
SBI Life Insurance unveiled a campaign under its digital property #PapaHainNa in form of a musical video sung and performed by playback singer Shaan along with his two sons Soham and Shubh. Highlighting the peculiar newfound fatherhood that has emerged during this lockdown, #PapaHainNa campaign commemorates the contribution of fathers who have all along stood by their family as a reassuring immunity against unforeseen difficulties.
With the release of the new digital video, the brand has created an interactive micro-site that gives fathers an opportunity to showcase the new roles taken up by them during lockdown.
Airing his thoughts on the campaign, Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life: “The lockdown has been a leveler for everyone, we are witnessing a refreshing trend where fathers have been taking familial responsibilities which traditionally rested with mothers. While #PapaHainNa continues to emphasis on father’s protective instincts, the film this year commemorates the newfound fatherhood responsibilities taken up by fathers across the board. We continue to leverage technology to spur conversations around fatherhood and with the video memorabilia option we hope to encourage fathers to continue their participation with new responsibilities at home and in the child’s life.”
Commenting on the same, Heeru Dingra, CEO, WatConsult added: “With lockdown inculcating a big sense of realization, new positive habits and familial roles amongst all of us, this campaign beautifully captures and highlights the changing roles of ‘fathers’ in the current times. Their commendable spirit to willingly stand for their family and equally participate in the household chores, indeed proves the fact that fathers can take up any role & responsibility that the situation demands, smoothly making it their new normal. The campaign also very strongly emphasises that Papa was, is and will always be there for you. In a bid to inspire many like them, this is a step to urge fathers across geographies to share their tales of ‘New Fatherhood in the New Normal’ and in return, get a personalised video sung by the well-renowned singer Shaan.”
Advertising is a way to enhance Brand value. As a result, brands expect growth and higher revenue. Every era has a different approach that seems to work with the generations. Brand Purpose appears to the current favourite and brands are opportunistically flirting with it.
A brand in its strategic madness must leverage topical opportunities. However, I think Gillette is diluting its image associating with a confusing brand purpose if any. What is the brand purpose? It is about being a secular product or an anti-racism advocate that avoids discrimination basis races and colour. Do you buy that for Gillette?~
I have grown with Gillette selling me the golden dream of the masculine clean-shaven man. It created that image for my idol. The one every woman is fascinated with. At least that’s what the brand been telling me for long.
I was young, the razor had just two blades. The 5pm shadow could be the difference between success and failure. Shaving an almost non-existent stubble was a ritual before any evening outing.
Gillette had you by the balls and ruled the mind space.
The times must have changed. It seems shaving is no longer about sharp, smooth, silky feel.
System1
Every week I get System1 newsletter. It is a marketing outcomes agency. System1 picks up ‘the spot of the week’ by measuring emotion at scale and predicting the business impact of brands, communications and ideas.
System1 says, ‘The more people feel, the more people buy. Emotional advertising leads to long-term brand growth’.
You cannot fault this thinking.
Mostly I agree with their analysis and find it absolutely bang-on. Just to say that our thinking matches. At times, System1 outlook does not pass my filters or fit the pattern of my thinking. I then talk about it.
Gillette- Made Of What Matters.
Last week, the System1 spot of the week was Gillettte; ‘MADE OF WHAT MATTERS’.
Gillette advertisement stars British footballer Raheem Sterling. He plays for Manchester City.
The advertisement was launched around the world in February 2020. It was about helping kids who’d become disengaged from education.
However, it was not released in the US. Possibly the Gillette team thought that an unknown British soccer football player may not work in the US, where the game itself is of niche interest. Later, when Black Life Matter and racism wave hit the US, the spot was released. Now it takes a different cue.
https://youtu.be/GnaChQh5Slo
It Is About Brand Purpose Or Opportunity.
The spot seems an answer to a topical opportunity. There is a seamless repositioning of existing creative. ‘Made of What Matters’ celebrates the idols in the game and outside it. The sports code of goodness, positivity and passion gets reflected in actions and life to push. Black lives matter. Made up of what matters.
The protest around police violence in the US gives the communication a good head-start. However, the brand response if much delayed and deliberated. Forget the brand purpose. The TVC was available for release much earlier.
It seems that learning from other brands like Pepsi (the Kendall Jenner ad), Gillette did not want to rush in. It waited to understand and evaluate the sympathy curve. When it became clear that the protest is triggering strong emotions across the nation. That the skin colour is not segmenting the protesters and that there is little chance of alienating a segment. It qualified as the window of intervention.
Questions.
Is Gillette opportunistic? In India, Gillette has recently been all about acts than ads. Does this imagery conflict? Or it does not matter. After all, it is about a silly sharpened plate of metal cutting beard.
So what is the Gillette Brand Purpose?
I am confused. The brand keeps shifting the dialogue to successfully leverage topical causes; obvious, insightful, created or opportunistic. Will someone on Gillette stand up and tell us what is the brand purpose.
Not The First Time For Gillette
There was a lot of talk when Gillette asked men to be their best during #MeToo era. In communication, Is this what the best can get. Gillette asked men to measure their impact and try evaluating what they do. Much against a ‘boys will be boys’ attribute. It was wonderfully opportunistic. Remember the mother brand P&G. The economic power of women forced the brand to align with the dominant social statement. Oh, for a brand that is best for shaving.
Branding and purpose branding is risky, and when you keep shifting the post, it is totally risky. Will, the brand Gillette, keep finding a new topical purpose to remain salient and fight growing competition or will it find a real purpose.
In India, the brand tried discriminating between men who shaved or not. A clean-shaven man or with stubble. It keeps raising questions. Do women like a man with stubble? Is three-blade better than two?
Gillette in India also presented the real-life story of Lt Col M K Sinha SM (Retd) and his father in an attempt to define the way for a new understanding of manliness and strength. Something that the next generation of men could aspire to. Was that the brand purpose? If yes, there is nothing wrong with it. However, somewhere we are lost in articulation or focus. Now, what is Gillette all about? As a customer, I am just seeking consistency
P&G: Mother Brand with a Sharper Focus
On the other side, the mother company P&G has been on the track of undifferentiated living, equality and anti-racism. It made sense. Look at the #WeSeeEQUAL.
P&G says ‘A gender-equal world is a better world for all. Through our actions and the conversations that we spark, we aspire to build a better world for all of us — inside and outside of P&G — free from gender bias and with equal representation and an equal voice for women and men. A world where everyone sees equal’.(YouTube)
https://youtu.be/g6E4pfAzUCE
In other communication, P&G directly attacks racism with ‘The Talk- My Black is Beautiful’. It addresses racism frankly and direct, something that opportunistic razor brand has failed in trying to create a space for itself to embrace progressive causes. Oh yes, the Gillette brand purpose is to embrace progressive causes that give them topical momentum.
“My Black is Beautiful” campaign focuses on the lessons black American parents have to pass on to their children. Lessons about language, presentation and beauty to help them survive in a majority-white society. The goal is to remind black Americans, they are valuable, worthwhile and capable of success despite obstacles. To encourage other audiences to think more deeply about biases they might hold themselves. (YouTube)
OLD MEMORIES OF Gillette.
When the first time I shaved, I needed a razor, and I wanted Gillette. At that time, people used the standard razer with the Topaz, Bharat, Swords, or Wilkinson type of blades.
Gillette was power. Gillette was the mark. It had the rich history of more than a century of the woman falling for clean smooth-shaven men, full of confidence. Removing the 5PM light sky coloured shadows was an essential ritual before stepping out.
Gillette has helped men to be their best in a totally different context. Now it wants to guide the next generation by telling them what it means to be made of what matters. Here is the link from Gillette to understand what women want.
Gillette always remained faithful to women appreciation. So much that the brand promoted a crazy act of ‘Women Against Lazy Stubble. It sounded adventurously sexy and perfect fit. Then what?
What am I a mere consumer wanting a clean, perfect shave make out of this slithery purpose shifting opportunistic moves of the brand?
The Brand Purpose.
The cause the brand promotes must be genuine and part of the brand/organisation culture and DNA. Reflected internally and externally. Relevant to the business, consumer-first than society. No functional brand can exist with the sole purpose of creating a better world. It is a commercial entity. It is not about being opportunistic and amplifying whichever purpose is relevant at that stage. Maybe the new generation values something they may miss in their life, a purpose. As Santosh Desai says, ‘You start with a purpose, you have it, or you don’t. You don’t source the market and latch on what is good for the time’.
…………………………………………………………….
This article was written before the excellent debate on June 20 2020 titled ‘Brand Purpose; Responsible or opportunistic’ under the banner Vice&Versa and presented by the Advertising Club. Santosh Desai spoke about how Brand Purpose is nothing but opportunistic and Josy Paul talked about how it is the core. The session was moderated by Agnello Dias. The article was edited to add the Santosh Desai quote and recraft a few parts.
Luxury carmaker Porsche has roped in L&K Saatchi & Saatchi to manage its communications mandate comprising both mainline and digital responsibilities. The agency won the mandate in a multi-agency pitch and will manage it out of its Mumbai office for a period of two years.
Porsche India is a division of Skoda Auto Volkswagen India Private Limited and is the sole importer for Porsche’s range of sport luxury cars – including the iconic 911, Boxster, Cayman, Macan, Cayenne and Panamera.
Pavan Shetty
Sharing his views on the appointment, Pavan Shetty, Director, Porsche India said: “We are thrilled to welcome L&K Saatchi & Saatchi on board as part of our team. In today’s age, it is critical that we partner with an agency that creates integrated solutions, which will help us connect with our audience at multiple platforms and touchpoints. We are confident that L&K Saatchi & Saatchi with its digital first, data-led approach will be able to help us build a stronger brand narrative and engage with audiences across various mediums.”
Charles Victor
On winning the mandate, Charles Victor, Executive Director, L&K Saatchi & Saatchi added: “We are so excited to welcome Porsche India into our agency. It is a true Lovemarks brand, and a lot of us have spent our careers hoping we will one day work on this brand. We believe our digital-first thinking and data-driven approach to communication will help the brand create the right ripples. We have a huge challenge ahead of us and are looking forward to partnering Pavan and his team to achieve great success in the future.”
Given that couples spent a lot of time together in the Lockdown, Manforce Condoms has come up Manforce flavoured condoms with reference to the Father’s Day campaign to drive home the point that all this pleasure should not be had without protection.
The #BetterEndings campaign has been conceptualised and executed by Grapes Digital. Said Shradha Agarwal, Co-founder and COO of the agency: “Keeping in mind the current pandemic situation: ‘quarantine babies’ and with population increasing day by day, Father’s day is the best occasion to warn men against the fatherhood situation that they will land in if they do not use protection. We recommend using Manforce condoms because trust us it’s great to have a kid, but it’s also a responsibility, if you are not ready. So, who doesn’t like the ending, we have a better one and for all those who do, Manforce Condoms wishes them Happy Father’s Day!”
Adde Joy Chatterjee, DGM, Mankind Pharma: “We always drive awareness towards safe intimate relations. Through this campaign we want to promote #BetterEndings of the intimate moments between the couples. This campaign is an initiative to reach out to the masses to apprise them that we all should have fun and make the most of this time of being together, but let’s be cautious and take necessary preventive measures.”
Bajaj Allianz Life released a digital campaign #DostiwithDad to celebrate Father’s Day.
Speaking about the film, Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life Insurance said: “The initiative is aimed at fueling relevant conversations about increased loneliness amongst the elderly citizens during the pandemic. Friendly moments spent with them can ease the pain of genuine-concern-linked restrictions. Father’s Day provides a perfect platform to advocate the gift of friendship, which Dads need most during these unprecedented times.”
Leading detergent brand Tide has appointed actor Ayushmann Khurrana as its brand ambassador for India. The partnership has launched with the first Tide advertisement featuring the actor, for the Tide Ultra variant designed specifically for the washing machine.
The association begins with a new line of Tide advertisement featuring Ayushmann Khurrana playing different members of a family in a fun, unique manner.
Said Khurrana in a statement: “Tide is an iconic power brand whose values resonated with me. For my first advertisement with the brand, we came together and tried to push the envelope, attempting something unique and engaging. You can see me play the roles of multiple family members in a warm, fun narrative. And this is just the start!”
Cadbury from Mondelez India defines chocolate in India. There are other brands like Amul, Ferro Rocher, Nestle, Hershey, Mars available in the country, but it’s Cadbury which has the highest TOMA ( Top Of Mind Awareness). It has slowly moved from primarily a taste-based reason and celebration, to a new symbol of romance.
