Out-Of-Home major Kinetic Worldwide has announced the launch of India On The Move (IOM), a proprietary tool developed fully in-house to help understand audience traffic patterns.
Ajay Mehta
Speaking on the development, Ajay Mehta, Managing Director of Kinetic India said, “The current situation is a revolutionary trendsetter for the way media is consumed across the globe, breaking all the pre-existing norms. For the OOH industry the key lies in mapping the current consumer behaviour with what brands have to offer and chalking out a plan, post lockdown in the new normal. Analytics is expected to play a key role in optimizing investments for OOH. With the launch of IOM, we intend to offer a tool that leverages real time inputs to maximise campaign impact across geographies and mobility opportunities acknowledging the greater demand for transparency and ROI.”
Arijit Chakrabarti
Added Arijit Chakrabarti, Head of Strategy at Kinetic India: “Despite having the second largest reach as per Target Group Index, OOH is considered as being data dark – with planning based more on gut-feel rather than on-ground facts and science. IOM is an online proprietary tool bringing science into planning. It leverages multiple visualizations that help showcase underlying data and build relevant insights. The system accounts for differentiated audience mobility patterns on a real-time basis and offers customised mapping solution with outline of audience aggregation across geographies.”
ITC’s Savlon Surface Disinfectant Spray presents a quirky take on everyday life in its TVC. It has been conceptualised by Ogilvy India.
Notes a communique: “The keen interest in the continuous chore of disinfecting surfaces over everything else is evident due to the Savlon Surface Disinfectant Spray which makes it easy and convenient. The treatment of the film is light and funny which helps drive the ‘effective and easy-to-use’ proposition in a conversational narrative.”
Last week, Worldpanel Division of Kantar, the leading data, insights and consulting company, released its report, Brand Footprint 2020. The report is an annual ranking of FMCG brands based on the Consumer Reach Points the brands scored in a year. The report is in its 8th edition this year.
Key findings:
Scoring the highest CRP (mn) at 6029/ +12% Parle, ranks first followed by Amul at 4,632 CRP (mn)/ +17%, Amul at 4,632 CRP (mn)/ +17%, Clinic Plus at 4,514 CRP (mn)/ +32%, Britannia at 4,215 CRP (mn)/ +29% and Ghari at 2,438 CRP (mn)/ +12%
Five new brands joined the Billion CRP Club this year Dabur, Vim, Sunfeast, Brooke Bond & Patanjali. 21 brands made it to this group in 2019 compared to 16 in both 2018 and 2017.
Over 2/3rd of the top 50 brands are Indian Origin brands (36) while global stands at 14.
Global brands (29 %) show 1.8x growth compared to Indian Origin brands (16%). Global brands are growing almost twice as fast at 29% compared to Indian Origin brands at 16%.
Consumers make significantly more choices this year leading to a significantly better CRP performance by brands- 57 % brands record growing CRPs.
Bigger brands find better growth and follow the Golden Rule, brands grow faster by growing penetration
Colgate stands at the highest penetrated brand at 88%
Surf excel remains marks a consistent CRP growth rate at +20% scoring 1566 mn CRP.
58 brands saw a penetration gain of 1% or more. Leading the category is Ponds at 5.8% followed by Harpic (4.8%), Comfort (4.5%). 1% penetration gain adds an extra 2.9mn shoppers to the brand.
In the foods category Britannia clearly charts out a success story as the 2nd most chosen brand, 7th highest penetrated brand with a household penetration at 67.6%. While Aashirvaad saw a surge with 4% penetration increase and +55% CRP growth.
Within homecare surf excel marks +48% CRP growth while recording +3.4% penetration increase, closely followed by Vim at +44% CRP growth and +3.2% penetration.
Dabur comes out strong in the personal care & foods category with +34% CRP growth, making it the 5th most chosen beauty & health brand in India with a 70.0% household penetration.
Impact of Covid-19:
Food & Beverage brands get picked up more often except Parle and Tata due to drop in frequency. For example, Amul is chosen over 100,000 additional times during the COVID months of March-May.
While personal and home care brands drop CRPs
Despite CRPs, trip size increases causing top brands to grow volume
Said K Ramakrishnan, MD- South Asia, Worldpanel Division, Kantar: “Consumer Reach Points are a great way to measure and rank brands as it is a measure of the number of opportunities a brand has, to interact with a consumer. It is great to see consistent validation for the fact that if you build penetration, frequency and growth follow. This has really been a year of global brands in terms of their higher growth than others. Like these, this year’s report has a lot of interesting nuggets to derive a lot of information and insights on top the behaviour of consumers towards brands in the last year.”
Havmor ropes in Windchimes as its digital agency. The agency will be responsible for managing a 360-degree digital marketing and strategy for the brand which will include the entire social media marketing, handling websites and managing its online reputation. The agency will also be taking care of digital innovations, content creation and consumer engagement.
Said Nimesh Shah, Head Maven, Windchimes Communications: “We are thrilled to step in as a digital agency partner for the brand Havmor. Our analytical and strategic understanding of digital audience and consumer behavior will drive the desired business results. We are confident that our association will help the brand gain a strong digital footprint and strengthen its digital presence.”
Added Shekhar Agarwal, Marketing Head, Havmor: “We are pleased to join hands with Windchimes Communications and looking forward to our association. With the help of their expertise, we are aiming to reach and engage with the relevant set of audiences, creating more brand awareness, increasing visibility and taking the brand to the next level.”
Jeeru, the Jeera Masala drink from the house of Xotik Frujus, has a new campaign conceived by by 82.5 Communications. It is titled ‘#JeeruInside #JeeruOutside’.
Said Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications: “It’s wonderful when a brand gives you the opportunity to be whacky — in a relevant way, of course. We had fun creating this campaign. Fun that should lead to great results! Cheers to Jeeru! Cheers with Jeeru! Inside. And outside.”
Added Kapil Arora, Co-Chairman and CEO, 82.5 Communications: “The monsoon always brings about mixed emotions. Some love the rains, others love to hate it. With this fun campaign, we wanted to reiterate, whatever your stance this monsoon – make the moment more refreshing, with Jeeru. Inside or outside.”
The recently launched butterscotch flavoured Haldi Milk by Mother Dairy is being promoted by Wavemaker in collaboration with Radio City via the campaign #RishtonKiImmunity.
Elaborating on the association, Sanjay Sharma, Business Head-Value Added Products, Mother Dairy said: “As a customer centric organisation it has been our constant effort to bring out products that are aligned to the needs of consumers and our latest offering of Haldi Milk reaffirms our commitment. While the product has been an instant hit our campaign #RishtonKiImmunity too has struck the right chord with our target group. The relationship of mother and a child has beautifully encapsulated the caregiving nature of a mother while keeping up the taste preferences of her child. The campaign also helped us on building up the momentum by engaging consumers from all spheres.
Added Mansi Datta, Managing Partner, Wavemaker India: “Mother Dairy stands for its values of trust, care, love and warmth and they are also cognisant of the demands of today’s scenario – saluting their truly innovative product offering, bottled Haldi Milk that aims to improve immunity in such times. We, at Wavemaker, understand their values and conceptualised an interesting initiative around #RishtonKiImmunity, that captures the beautiful bond of mother and child while convincing the importance of super foods. I am sure this campaign will resonate with consumers very strongly”.
Said Kartik Kalla, Chief Creative Officer, Radio City: “We are glad to associate with Mother Dairy for the #RishtonkiImmunity campaign. Radio City has always taken a step forward for the benefit of the city and its citizens. With the current situation due to the pandemic, Immunity boosting is one of the most important factor to protect oneself from covid. We are certain that through this campaign we will able to spread in the vibe of positivity, hope and happiness amongst Delhiites”.
SBI Life Insurance has unveiled its new product campaign ‘Apno Ki #PoornaSuraksha’, highlighting the product’s dual protection feature which offers complete financial immunity by providing both Life cover and protection against 36 Critical Illnesses in a single plan with an auto-rebalancing aspect which is much needed to navigate through the current uncertain times.
Said Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life: “A newfound immunity regime has become second nature for most of us, today the larger populace is consciously making smart choices around health, wellness and life in general. Delving deeper into this intrinsically protective behaviour, that is consuming everyone across sections of the society, we realized that as an Insurance player our role to provide immunity to the consumer has never been more accentuated. With an approach of keeping a simple communication for an insurance category, we have drawn a parallel for financial immunity via the concept of health immunity which is understood by all. We hope to educate the consumer on the importance of building one’s financial immunity like they have towards their health. SBI Life’s Poorna Suraksha being a unique product combining both life cover and protection against 36 critical illness in a single package, this dual protection can enable individuals to build a holistic financial immunity, as a safety net for themselves and their family to battle against any odds”.
Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “Health Immunity is of priority today, with everyone aware and abreast like never before. We have all realised the importance of being proactive about immunity when it comes to good health, and made changes to our routines, self-care is undoubtedly the No 1 learning today. This being the context, we wanted to introduce a parallel need for one’s family’s financial immunity, being as proactive about the same. And it’s relevance in this landscape. Drawing a simple parallel between health and financial immunity and stressing on the need for both, borrowing from the current and changed awareness in the behaviour”.
Motilal Oswal Mutual Funds has launched a new TVC lead ad campaign – ‘Skin in the Game.’ It has been conceptualised by Mullen Lintas, the ‘Skin in the Game’
Speaking on the film, Ramnik Chhabra, Executive Director & Head, Marketing, Motilal Oswal Financial Services Limited (MOFSL) said: “When it comes to investing in general and equity mutual funds in particular, the results of your choice are only discernible in the future. To decide on which brand to select in the present for a positive future outcome; investors look for Trustmarks. This campaign provides a strong reason to trust the Motilal Oswal brand. Our belief in our equity expertise can be gauged from the fact that we eat our own cooking! ”
Talking about the campaign, Garima Khandelwal, Executive Creative Director, Mullen Lintas, added: “To exhibit the extent of trust Motilal Oswal has in the product they sell, we thought to dramatise the opposite of it in a parallel industry. Borrowing from life and building from an analogy of the same. It started with the sign at a restaurant that proudly shows the belief in the food they serve by the owner advertising he consuming it to its patrons and the film was weaved around it to make the same parallel for the promoters of the fund, as they themselves invest in the equity fund that they promote, showing off their skin in the game. The ad was conceptualised pre covid but executed post Covid, which made the execution journey memorable.”
Hamdard Laboratories has rolled out a new marketing campaign #Breathless for its tonic brand Cinkara. With the new brand positioning, the company has brought Cinkara in new packaging and a refreshed look. Singer Sunidhi Chauhan is the face of the new brand campaign who has rendered her voice to #Breathless. Hamdard has also collaborated with Radio Mirchi to maximie the campaign’s reach and engage listeners through ‘The Breathless Challenge’.
Said Abdul Majeed, Chairman, Hamdard Laboratories (Medicine Division): “My late grandfather had a vision for the brand and its role. The Cinkara packaging is inspired by our tricolour, hoping that one day it would become the tonic of the nation. For more than 40 years now, Cinkara has been one of the most popular and affordable health tonics in the country. At Hamdard, it’s our constant endeavor to provide products that are targeted at holistic wellness and keep us energetic to fight life challenges.”
Commenting on the campaign launch, Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division) added: “Cinkara is an iconic brand and with this repositioning, we want to reach out to the maximum number of households. We believe that our mothers hold the key to our health and happiness and are an important part of the chain. We are pleased to have Sunidhi Chauhan as our brand ambassador for the campaign as she resonates well with our consumers who are excelling at both professional and personal levels. The Cinkara song is an ode to all the mothers and homemakers who do everything to keep us going.”
Said Pranav Harihar Sharma, Creative Consultant, Hamdard Laboratories (Medicine Division): “We often hear people say that – ‘Saans lene ka bhi waqt nahi milta!’ This summarizes the tussle of an Indian middle class family who is living a breathless life and juggles between multiple roles and responsibilities. With Cinkara’s new campaign, we have tried to give this reality of ‘breathless life’ an entertaining twist by narrating the role of Cinkara through a mother’s lens and dedicate the breathless song to all the super moms and their families. The campaign is live on various digital platforms, print and radio.”
Voltbek Home Appliances (Voltbek), a JV between Voltas and leading European consumer durables player Arçelik, has launched a new digital video commercial (DVC) showcasing its extensive range of dishwashers. The video is conceptualised by Wunderman Thompson and the production house for the film is Small Fry.
Speaking about the campaign, Prasenjit Basu, Marketing Head, Voltas Beko, said: “We have witnessed a significant spike in demand for both our table top and full-size Dishwashers in the last two months. It’s interesting to note how consumers are increasingly adopting technology to ease their multitasking lives. Some of the differentiated features like the Dirt Sensor, Aqua Intense and Corner Intense technology which effectively washes heavily soiled utensils, catering to the cooking and food habits of an Indian consumers, has been a huge draw for our consumers.”
Recently a new advertisement featuring Vectus and the power couple Saif Ali Khan and Kareena Kapoor was released. The theme was romance and the campaign line said: ‘India ki waterline ‘.
You may not have heard of Vectus before, but now you have with all the talk surrounding this ad. Vectus is a fairly large brand with a range of products in polymer-based water storage and piping solutions. Headquartered at Noida, the brand caters to residential, commercial, industrial, infrastructure and agricultural sectors.
Vectus Industries Limited has three brands of water storage tanks. Ganga and Waterwell with features like micro-ban (no smell), virgin raw material, no heavy metal use and threaded lid!
Vectus, the brand in focus with Saif Kareen Romance claims to be anti-microbial, free of heavy metal usage and made as per European standards.
The Vectus earlier communication is about the importance of water and healing preventing leakage and seepage as the brand feature or purpose. These features and promise have not changed.
Kareena and Saif Ali Khan were announced as Vectus brand ambassadors in March 2020. It was the first time the brand was associating with celebrity. Fair to presume that the scripts were ready by that time. Rajesh Alagh, President-Sales & Marketing joined the group in April 2020. So one assumes he got the campaign in legacy and maybe is not part of the development.
There is a second Saif Kareena film titled Dance and has light flirting between the couple. It is no longer available on the Facebook page. However, one can be accessed on Youtube.
https://youtu.be/lKWMF76SpsY
Look at Instagram post. You see an unmasked crew in behind the scene which was well covered and reported. So, it is a pre-lockdown shoot. One more excuse goes down the drain. Picture from Bollywoodshaadis.com
Water Storage tank and pipes are primarily B2B category with a very regional bias. There is not much TV advertising. Digital media has opened a new window for the category to reach out to a broader audience.
This romance E film of Vectus has got a reaction that the brand was not expecting.
One tweet read, Zenith of advertising has been reached.
People questioned who wrote this? No clue. How this gets approved? Like all ads do, by the person funding making and release. Why did said Kareena agree? She has not shared the reason. They equated it end of advertising.
An industry senior tweeted, ‘Once the celebrity fever enters on Industry, all brands jump in. Chappals to Banyan to Tank/pipes now!’. What’s surprising? Are these categories not authorised to use a celebrity. Another in his style tweeted, ‘Now we are really tanking in ‘Chullu Bhar paani‘ I suppose.
They are right and wrong at the same time. These tweet experts have the right to an opinion, and most may agree with them. And I presume they must not have seen the two films.
Definitely, Vectus could have better used the celebrity couple.
Maybe the script could have been better.
The features of leakage and seepage prevention could have been told differently. Remember the MSEAL ads which were also about leakage and there instead of the MSEAL it could well be the pipe.
Or even SHEETAL tank ad tried making some sense with wordplay.
https://youtu.be/zss6k66-LfU
People presuppose that Vectus Saif Kareena is a client written and produced the film. See the second film, dance, and it does not seem so. But no agency has come forward to take the credit or the blame or to defend it.
Brands like Vectus do not have high exposure to advertising. They are small-town brands ( Vectus registered office- Gwalior), and they are trying to open up, dream big.
The water storage and piping category has brands which have in the past tried being creative. These brands are still evolving in their communication. Maybe the category is yet to see the real advantage of investing in advertising agencies and creative product then media. Or perhaps they are happy for having done something that was out of their reach. Maybe in the case of Vectus, this Saif-Kareena Romance and dance is creative enough.
Most of us did not make an excellent piece of creative the first time in our professional life.
We may not have done right in mathematics in our school. However, today we wonder why the fourth standard student is unable to do the simple maths.
Why should every advertisement from every brand be great? Be error-free? Why must they be evaluated on the same parameters? This Industry also follows the bell curve. There will be brands at the outer spectrum. We should not be worried and raise the alarm if the brands do something better every time. We should be encouraging and not laugh at the efforts.
The brands will learn with time and experience.
Yes, it will cost them money and efforts. But then, brands and owner-driven brands rarely gives consultant or the creative agencies complete freedom to start with. Maybe they will now listen to and hire better consultants with experience of working in owner-driven company culture. Perhaps they will re-evaluate three brand strategy against a mother brand and adapt if it fits with their future dreams.
WHY BLAME THE CLIENT?
On seeing an advertisement like the Saif-Kareena Vectus film, why do people presuppose it to be an advertisement written and produced by the client? Why do they think that some crazy agency is not responsible for it? Yes, finally the client is responsible, but the client acts basis the experience, expectation and the advice it gets.
CATEGORY CUES.
Sometimes actions are category -driven. The brands may see the use of celebrity as an easy way out. Or no other way out. Maybe such communication is usually a play for dealer distribution enhancement and confidence buildup.
Look at the other brand PLASTO work here.
And here is PLASTO earlier work from before 2014. You see the change. Good or bad. Evolution part of any brand journey. Yes, they can look at professional help to reduce the mistakes.
And then there are brands which have been category leaders. Sintex is one such example. It originated sometime around the late eighties and joined forces with Mudra. Here is some of their work of. SINTEX WORLD RIVER DAY 2017. SYNTEX WATER STORAGE SOLUTIONS.
https://youtu.be/hNhvPqxLbUM
So, let us not be harsh and accept that in Industry, we will get creative of every nature. Yes, ultimately, the client gets the creative they deserve. They grow and evolve with experience and expectations. Let us hold hands and see how well we can contribute.
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OTHERS ADS IN THE CATEGORY.
And then here are links to more ads. Topline 5 Layer Tanks. Mangalam Water Tank.
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MORE ABOUT VECTUS.
In one of the videos, Vectus claims to be the world’s largest manufacturer of Molded Water Tanks. In 2015, Latinia Limited, an affiliate of Creador II LLC invested Rs 100 crores (USD 16.7 million) for a minority stake. This stake as per shareholder pattern in 2018 was 21% in an otherwise privately held Vectus Industries Limited (Vectus) between Bahetie’s and Ladha’s.
Now the brand has been in the market for the last 20 years. In fact, it has a network of 4300 dealers and distributors, 13 manufacturing plant and 5 depots across the country; thus making it one of the leading and fastest-growing water storage and Piping system company of India.
Sanjeev Kotnala is a senior brand and marketing strategist and educator. An IIM Ahmedabad alumnus, he has more than three decade of experience. He writes every Wednesday on MxMIndia, and sometimes on other days as well. His views here are personal.
Canon India has rolled out its new ‘India Ka Printer’ campaign to promote its multifunction inkjet printers across India.
Speaking on the campaign, C Sukumaran, Director- Consumer Systems Products and Imaging Communication Products said: “At these unprecedented times when everything is happening remotely, technology has become an imperative enabler for work from home and Education from home. At Canon, we have always given wings to the creativity of our consumers and henceforth brought happiness to their day to day lives. For us, the ‘India Ka Printer’ campaign is very special as this is an effort to not just bring alive the compelling features of Canon Pixma G series but also to take the printing culture to the next level. Equipped to cater to the extensive needs of the consumers, the Wi-Fi enabled Pixma G series ink tank printers offer smart printing. We are confident that our outreach campaign would enable us to gain a positive mindshare among both home-user and Small and medium enterprise including Copy shop segment”.
By Sanjeev Kotnala
Canon India has rolled out its new ‘India Ka Printer’ campaign to promote its multifunction inkjet printers across India.