Reseller platform Meesho has in collaboration with DDB Mudra launched its first TVC to communicate the brand’s mission to help women achieve financial independence.
Speaking about the campaign, Vidit Aatrey, Founder & CEO, Meesho said: “Over the past few years of running Meesho we have realised that there is no dearth of aspiration amongst women in India and through our platform we have been able to help millions of aspirational Indian women to come online, start their business and establish their own identity – and that’s exactly what we wanted to show case in this TVC. We wanted to celebrate the indomitable spirit of our women entrepreneurs and encourage more women to start their businesses online.”
Added Anurag Tandon, Managing Director, DDB Mudra West: “Entrepreneurship in India is largely an urban and male dominated phenomenon. But this has to change; not just for the empowerment of women but the country as a whole. Through this film, the one thing that we wanted to do was inspire women to feel confident to start their journey of financial independence. It is a step towards creating communication that’s gender inclusive and empowering.”
I said “brands are no different than people. They must follow the same process’. This was in reaction to Ambi Parameswaran’s question, what to do when your brand faces rejection? Retreat into a shell or face-process-learn-reboot? (Read his book SPRING– The art of bouncing back from rejection) .
A brand may breathe and show signs of what we call being alive, but they have a life of their own. They emote, engage and have relationships, attitude and persona. Brands share the same societal ecosystem as their consumers. Naturally, blood is drawn, when brands digress from the expected script that is defined by the more assertive, aggressive elements of the societal network having a higher share of voice and influencing ability,.
Freedom of expression (an oxymoron) allows the citizens a certain leeway in expressing themselves. There are set coordinates and line they must not think of crossing. Similarly, brands are expected not to take significant liberties ( creative or otherwise) in their attempt to engage, involve and build bonds with the target segments. If they do, it will backfire, and that must not surprise us.
Tanishq Ekatvam Reference.
Recently, Tanishq released a TVC titled Ekatvam. It showed a mother-in-law happily organising baby shower (Godh Barai) for her daughter-in-law. A simple situation. Just another life event for a jewellery show in familiar emotive surroundings. A boring ad and catalogue advertising.
The layer of interfaith marriage makes it more engaging, engrossing and relevant. So it is now, a Muslim Mother-in-law and a Hindu Daughter-in-law. Mother-in-law without disruption. This minor tweak set the house on fire and caused a backlash amplified in social media. It then fanned into communities as controversy got coverage and people started debating and discussing it.
Want to understand the meaning of Ekatvam collection. Beauty of Unity- Karigars, watch this audio visual. Here is another Tanishq Ekatvam ad; of the 4 ads that was developed for a collection that brings artist and workers from across the nation together to create the Unity Collection. And it has no bite.
Did the brand think that this Coivd-19 crisis and the social warriors have cut across the deeply fragmented social fabric? Did it believe people will be more open to such a situation? Or did it really think it was no big leap of creativity, no disruption?
Truth is nothing changed, Nothing will change. Watch the interview of Amit Akali, Founder , MD and CCO of What’s Your Problem, the agency that did the Tanishq ad. Know what was the whole idea.
The Consumer Remains Unrepresented.
This is no big deal. In the history of co-existence of the two communities, such marriages exist, and these rituals also co-exist. It all depends upon your experience, expectations and the biases you see things with.
The consumer can differentiate between the reel and real life. They do understand storytelling and allow for creative liberties. Don’t they idolise on-screen Muslim heroes who are married to Hindu girls in real life? They accept films with similar narratives. They have other more significant problems in their life to solve then to find fault with ads, movies and books. Remember the history books in school always talked of British and Mughal times! And no one said anything for a long time.
Cornered Citizen Take Safe Sides.
However, when citizens are asked to comment on such communication, they are forced to take sides. The intellectual try sound logical. The leaders with insecurities and the armchair fastest finger first social platform activist try polarising the narrative.
Politically, socially accepted POV in sync with community thinking is naturally the best ( safest) side for the common man. Hindu Bride Muslim Bridegroom equals Love Jihad. A complete No-No. A Muslim Bride and a Hindu Bridegroom. A bigger no-no. Any other combination like Hindu- Parsi- Christian – South Indian- North Indian would have found a far better acceptance.
Brand Is Part Of Social Ecosystem.
The consumer may not be your wife or your girlfriend, but the brand is like a parent, sibling or a friend. Hence, consumers have expectations. But if the gap between experience and expectation widens to become unbridgeable, someone needs to raise and other means to teach the entity a lesson. They must remain within the expected coordinates.
That Tanishq withdrew the communication is no surprise. A right decision! There is no need to be stupid and risk the lives of the employees and damage to the shops. May be it is a wrong decision. It opens up a way for future backlashes and blackmails. The brand should have been sensitive to have foreseen the possible reaction. This is an apparent failure on the part of the brand to do so. That is one side of the story.
We Have Confused Social Fabric.
We are progressive, not progressed. We try being inclusive if we are allowed to do it with stated exclusions. We are gender-sensitive when we have no other way. We break the rules when we are sure we will not be caught. We are sensitive to our insecurities. Our social system is hell-bent on creating a polarised internal algorithm that will never allow such communication to be accepted publicly. More so, in the current scenario with divisive political, where every event gets strongly labelled as a majority-minority issue. Where caste, religion and regional support and favouritism is widening the already deep chasm. In these cases, hatred is a minor emotion of release. This is definitely not the right time for such communication. Or it is if one has the strength to stand behind it. Maybe it is too late in the day that we talk of inclusiveness or too early. I hope it is the latter as that leaves some hope.
We all understand that you don’t judge a side with few examples and don’t hold the whole community responsible for few instances of wrong doing or high pitched divisionism. We must understand that it is true for the majority and the minority and hence no finger pointing is necessary. Till the time media keeps pushing the hate agenda- strapped into eyeball game- the positivity will never be allowed to surface to be recognised and appreciated. Maybe religious association and naming should be stopped across all crime. Otherwise in a country where the seventh generation fights for the crime and revenge against the forefathers, these seemingly new wounds will take time to heal.
The Root Cause.
It is silly that even after some 70-plus years the wounds have not healed. The Partition was not just the partition of land – it was of religion too. Yes many of the minority remained back as they traced their roots to a particular area and considered themselves as Hindustani- Indian. However, the doubt-the fear overpowered the genuine smile, unity and trust. The politics of division and vote-bank based favouritism along with un-equality of treatment of the majority led to tectonic cultural and religious pressure building up. It flares up at the smallest of the opportunity.
Marriage is a very integral part legacy of a family. We may be inclusive and briming with equality- most Hindu will tell their kids- marry anyone but not a Muslim. This is an inborn bias of hatred built as a cultural upbringing that cannot be ignored.
The repeated incidents in the recent history has only enhanced the issue. Majority fears the possible Islamisation of the nation and the senior leaders of the community do nothing to answer these fears.
The radicals and the hardliners within the Sanatan are now open voices that is questioning secularism and staking claim to dominate the nation psyche. Don’t think that in near future we will see any change- but the efforts need to be made and someone has more efforts to make and demonstrate the intent. Otherwise the Intent does not count in a world defined by the trolls.
Industry Associations Make Serious Noise.
The industry bodies have collectively stated their support of a brand’s right and freedom of creative expressions within the law of the land. These collective statements is a good beginning. One can understand why the voice was unfortunately silent when Manforce hoardings were forced to be taken off during Navratri in Ahmedabad.
Anyway, don’t know what the associations can do other than what they have already done. Can they help follow-up exemplary positive action? Otherwise, it remains a false sense of solidarity. Personally, I am not sure what they can do.
Jungle Law.
The law-of-the-nation is one thing, the brands have to be sensitive to the unwritten rules and norms of the game. After all, the brands and any corporate entity survives, grows and services within the existing social ecosystem.
Brand Purpose.
I hope that Tanishq was not trying to over-reach, and the communication was never a social message or purpose-driven like their sister brand of tea. Purpose-driven would insist that the brand think’s twice before withdrawing or is ready to take the battle forward. Yet, even with purpose-driven brands- withdrawing is a possibility. By doing so, you are no coward, you show courage to live and fight another day. And for the brands out there in this chaotic world in search of purpose, let me iterate, every brand does not need to have a brand purpose. And even if they have, it does not need to be stated. Finally, if you have a purpose, that you believe in and are willing to push it at any cost- well go-ahead.
Caution Zone.
India is a land of diversity. Through ages, there is an element of distrust that has been built-up. The current social-political situation is further fuelling the fire. To most of the people, inclusive co-existence is not an answer.
Brands in this part of the world, have to be cautious while making a statement on Region, Religion and Rituals, Politics and Politicians, Caste, Language and dialects, Gender, sex & sexuality. It is not that other subjects cannot result in any backlash, but the chances may be less. In case the brand does not have a guideline defining their level of tolerance level on such subjects, they better frame one now.
Brand Image
Brand Image is a long term investment, It is the summary, a synopsis of all past experience and expectations. It does not get affected by one single incident like Tanishq. The loyalist will find arguments to defend the brand’s action, or they will just take note of it and move forward. In this case, the fringe sitters anyway do not define the market or the business. However, no-one wants another misadventure soon.
The consumers are large-hearted and know what creative liberties are. Once is a mistake, twice maybe a coincidence, third time it is a conspiracy and a statement from the brand that it is refusing to read the signals and learn fast.
ADD-ON
Here are two recent communications that I thought I must share and allow you to think of the creativity, brand purpose and sensitivities.
A communication from the Fairness Cream now apologising about her earlier approach and tonality- and says- just like Nikki in BiggBoss-14, I am the same game, I can’t change myself, so what I will do – I will call it GLOW. It is never fair to just change the name and then keep reminding of the earlier name. Wow, see how sensitive the brand is towards societal malice.
And this one, from SAVLON an ITC brand. Features Swapna Augustine, a foot artist from the Mouth and Foot Painters (MFPA) Association. ( I support them and personally, it creates the bias). Sharing handwashing and its importance. It is inclusive as she tells how she does everything with a difference and then if she can take care of personal hygiene by washing her hands ( feet) why can’t others.
Sanjeev Kotnala is a senior marketing and brand strategist and educator. He writes on MxMIndia on Wednesdays. His views here are personal.
Max Bupa Health Insurance, one of India’s leading standalone health insurance players, has launched a fresh 360-degree brand campaign, #AbNahiKharidogeToKab?. The campaign introduces a comprehensive health insurance cover of Rs 30 lakh at a monthly premium of only Rs 620.
As part of the campaign, Isobar India has conceptualised and executed a digital film for Max Bupa.
Talking about the campaign, Anika Agarwal, Director, CMO & Director – Digital Business, Max Bupa said: “We launched the #AbNahiKharidogeToKab? campaign to highlight health insurance as an absolute necessity and priority for everyone, especially now when Covid-19 cases are rapidly increasing in the country and medical costs are skyrocketing. Health and protection have become the key themes for consumers in these times and the awareness of health insurance as a category is at an all-time high. So, the need for us as a brand to communicate effectively with consumers that this is the right time to buy health insurance, was key. The film also highlights the value-for-money health insurance proposition from Max Bupa, which is a prudent choice for customers in these trying times. We believe that Isobar has put across the point wonderfully through the digital rendition of the film.”
Sharing his views on the campaign, Gopa Kumar, COO, Isobar India added: “If this year has taught us one thing, it’s that Health Comes First and that we should be prepared at all times with the right tools to protect our health. That’s the kind of awareness we wanted to generate amongst the audience with #AbNahiKharidogeToKab?. We wanted to strongly encourage health-first thinking and establish that health insurance is now more important than ever. It is a necessity of today that cannot be put off till tomorrow anymore. So, with our digital film and communication, we created that sense of urgency by giving health insurance an equal prominence as we give to masks today.”
To commemorate the anniversary of the #MeToo movement, Taproot Dentsu has partnered with lifestyle portal iDiva. The digital film is titled ‘Nip in the Bud’.
Speaking on the film, Titus Upputuru, Creative Head, Taproot Dentsu said: “It wasn’t an easy subject. One had to keep in mind the sensitivities involved. What happens between a man and a woman within the confines of a professional environment is between them. There are no witnesses. There are no cameras. Nip in the bud is a tribute to every single woman who had the courage to speak about what happened in a moment where there was no one to corroborate the story. Unfortunately, many women took years to report and this allowed the men concerned to continue with the predatory behaviour. Hope this digital film inspires women across the world to nip it in the bud.” For the record, Titus is the writer and director of this intriguing film.
CenturyPly, the manufacturer of plywood and decorative laminates, is back with its annual campaign titled CenturyPly Heroes.
CenturyPly, this year is saluting the power of craftsmanship and Mother Nature through a very short film wrapped around the subdued festivities of Durga Puja. The company, notes a communique, is contributing their bit to Nature by planting 1000 trees in collaboration with Grow Trees in the Sunderban mangrove of West Bengal in aid of Amphan Cyclone.
Commenting on the launch of the campaign, Sanjay Agarwal, Managing Director of CenturyPly said, “We are extremely delighted to announce the advent of CenturyPly Heroes 2020. Continuing the tradition, this year also we aim to touch the lives of real heroes and add warmth to their lives behind all the glitz and glitters of festivals. The carpenters are an integral part of our industry and they keep inspiring us with their strong inner self and mesmerize us with their artistic workmanship. We, at CenturyPly, being a part of the industry, feel responsible to highlight their unwavering and relentless attitude. I hope that people from varied walks of life identify the messaging that we have intended to maintain throughout these years and to connect with the craftsmanship of these carpenters better than before.”
CarDekho has announced its latest campaign for CarDekho Gaadi Store under the theme ‘Karo India Forward, Karo Gaadi Forward’ with brand ambassadors Rahul Dravid and Mahesh Babu.
The campaign has been created by Leo Burnett and will be released across national and regional television channels and digital publications.
Said Mr Gaurav Mehta, Chief Marketing Officer, CarDekho: “The objective of our campaign is to help people sell their cars from the comfort of their home or anyplace of their choosing.. As a country, the feeling of taking our collective destiny in our own hands is the cultural insight that we have tried to bring to life. We joined hands with iconic film star Mahesh Bapu and legendary cricketer Rahul Dravid as brand ambassadors to convey the message. The country recognizes their meritorious contirbution to society. We believe this campaign will acceletrate our growth and expand our reach to a larger set of customers.”
Xaxis, GroupM’s programmatic arm has announced the results of a national campaign for Nokia smartphones with Wavemaker South Asia. The goal of the campaign was to reach potential customers digitally to influence them to visit a Nokia phones retail store.
Said Ruchira Jaitly, Head of Marketing – India, HMD Global: “Xaxis and Wavemaker have delivered outstanding results that enable us to see the impact of digital ad targeting on real world actions. This campaign highlights the important connection between digital ads delivered to the right people at the right time and its impact on offline behaviour. We look forward to applying these insights to future campaigns.”
Added Bharat Khatri, Country Lead, Xaxis India: “The campaign proves the growing importance of an insight-driven approach in today’s marketplace. With Xaxis Places and our technology partners, we were able to demonstrate the positive influence that digital targeting can have on driving awareness, offline behaviour and overall value for the brand.”
And this is what Ajay Gupte, CEO, Wavemaker South Asia said: “There are many developments in digital that are changing the models of advertising in India, and our client HMD Global, the home of Nokia phones, has been at the forefront of bringing fresh strategies to market,” “Our partnership with Xaxis underscores the power of mobile data and other digital insights and its impact on customers in the real world.”
Godrej Expert Rich Crème from Godrej Consumer Products Limited, has unveiled a fashion range with three shades – Molten Gold, Copper Brown and Cherry Red for the West Bengal market. To promote the new range in ongoing festive season in Bengal, the brand has unveiled a new campaign with a new TVC. With the start of the festive season with Durga Puja going upto Diwali, the brand decided to launch Godrej Expert Rich Crème Fashion range exclusively in West Bengal.
Conceptualised by Creativeland Asia, the film opens with actress Nusrat Jahan and a friend prepping for a party.
Speaking about the brand campaign, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products (GCPL), said: “West Bengal is an important market for Godrej Expert Rich Crème. Festivities have commenced with occasions like Durga Puja. Thus, to delight our consumers during the festive season, we have launched our new Fashion Range exclusively in the state. The new TVC communicates how Godrej Expert Rich Crème Fashion shades provide easy solutions for a fashionable festive hair makeover. The three new shades are experimental, trendy and a much-needed change from the usual palette of blacks and browns. With the launch of new Fashion range, we are making the brand more contemporary and relevant with today’s lifestyle while infusing a youthful appeal.” a complete makeover at home with high quality and nourishing crème hair colour.
Axis Bank, India’s third-largest private sector bank, has rolled digital films on the launch of ‘Dil Se Open Celebrations’, a festive campaign that offers exciting deals and discounts on more than 100,000 products.
Conceptualised by digital agency AutumnGrey, the ad campaigns showcase stories of how people from different walks of life reciprocate to the unspoken needs of their loved ones.
Speaking on the campaign, Asha Kharga, Group Marketing Head, Axis Bank said: “Dil Se Open Celebrations is a platform idea that enables us to reach out to our customers by offering them the best deals. We have collaborated with well-known brands across categories to offer them the products that they desire. Given the current consumer sentiment, we believe that spending this festive season will be more for legitimate reasons rather than pure indulgence. Hence, our campaign idea pivots around the noble act of gifting – encouraging people to gift sensitively, basis the needs of their loved ones, especially the ones that are often unsaid.”
Added Bodh Deb – Vice President & Branch Head, AutumnGrey: “The last six months life has been a roller-coaster ride for all of us. The one thing that was a definite positive was that we got to spend time and connect with our loved ones all over again. In the process we discovered what they really need and wish for today and led to many of us doing something for our family be it for our better halves, kids or parents. It is this real life insight that got us all excited and also gave us the confidence that we have landed on something that is hopefully going to connect with all our consumers at a deeper personal level.’”
The latest digital film and TVC featuring Abbott’s Ensure in India has been unveiled seeking to educate and reinforce the science behind strengthening immunity through nutrition and physical activity.
Said Swati Dalal, general manager, Abbott’s nutrition business in India: “Today, more than ever, the need to build and maintain immunity and muscle strength as we age is essential to overall health,” “While exercise and increased physical activities have become part of people’s daily regimen, the role of nutrition needs to be reinforced. The new Ensure TVC seeks to educate audiences about right nutrients, along with physical activity, that play a vital role in nurturing a healthy immune system giving them strength to live their life to the maximum.”
Too Yumm Karare, the snack brand by Guiltfree Industries, has launched a new campaign with Virat Kohli, the brand’s ambassador, at the centre. Mullen Lintas Mumbai has treated Too Yumm’s old ads and repurposed them into an entirely different-looking new film.
Commenting on the campaign, Rajeev Khandelwal, CEO – RPSG FMCG, said: “With Too Yumm Karare – we wanted to deliver a creative which despite the limitations of shooting in a shutdown would be clutter breaking. Mullen Lintas and team came out with a creative approach and have delivered a commercial which has a fresh ring to it. I am hopeful that it will resonate well with our young millennial consumer.” (RPSG = RP Sanjiv Goenka Group)
Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Snacking as a category is about binging and ‘loop’ as a keyword connotes that in sync with the many things we do in a loop, in the way we even consume entertainment. Using the face of the brand with existing assets but using the footage on a loop gave us a creative hook to package the campaign building taste as the undeniable key take out.”
Edelweiss Mutual Fund has launched a new TVC which uses the analogy of a raider in kabaddi to explain how BAFs help tackle market ups and downs.
Commenting on the launch, Radhika Gupta, MD & CEO, Edelweiss Asset Management Limited said: “Mutual Fund communication is perceived to be technical and complicated. As a brand, we’ve always focused on simplifying investor communication by using the power of storytelling and everyday analogies. Sports is a universal theme – relatable and understood by all, and kabaddi is a game that every Indian has either watched or played at some point in time. It has interesting analogies with Balanced Advantage Funds. This fund category, like a perfect raider in kabaddi, manages market ups and down by making the best of both trends.”
Added Sanjay Shetty, Director, Opticus Inc on the thought behind the film: “The creative ask was to direct a TVC based on the kabbadi theme, explaining how Balanced Advantage Funds work. The challenge was to bring the investment strategy to life in a simple yet memorable manner. We believe this Kabaddi and market-raider parallel perfectly meets the objective and the audience will naturally connect the dots. People always worry when it comes to investments. This was an enlightening yet entertaining take on the fact that with the right investment strategy, one can be protected even during uncertainties, much like a game of kabaddi.”
By Sanjeev Kotnala
Godrej Expert Rich Crème from Godrej Consumer Products Limited, has unveiled a fashion range with three shades – Molten Gold, Copper Brown and Cherry Red for the West Bengal market. To promote the new range in ongoing festive season in Bengal, the brand has unveiled a new campaign with a new TVC. With the start of the festive season with Durga Puja going upto Diwali, the brand decided to launch Godrej Expert Rich Crème Fashion range exclusively in West Bengal.