MxMIndia

Category: PRODUCTS

  • It is a touchy subject and there are always chances of a buzz on social media turning against the brand, writes Sanjeev Kotnala

    Bridging the Gulf on Raksha Bandhan

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaYou can’t really go wrong with Raksha Bandhan communication. And the space is wide open for some solid thought-provoking brand associated work. However, it is not so easy and straightforward. It is a touchy subject. There are always chances of a buzz on social media turning against the brand. Meanwhile, brands need to be edgy and test the boundaries- work on emotionally polarised communication to break the clutter and create the impact. There is that need to love-me-or-hate-me-but-don’t-be-neutral-to-me feeling.

     

    As I keep another series of blogs under #IgnorantHindu where I share information on rituals, stories and mythology related to Hindu festivals, I often find people raising the red flag on new advertisements with me. I remind them that I have nothing to do with the communication. I am just an industry representative. And I also ask them why they never give me credit and congratulate me when the industry does a fabulous job on any brand or service. We will keep this debate for some other day. Just like, having no clue as to why so many people are searching details about Atma Shradh.

     

    I was not surprised when one not-so-radicalised Hindu with decently progressive thinking pointed out the Gulf Superfleet SurakshaBandhan advertisement. The objection came from the highly antagonising, irritating attitude of the sister towards the brother. He is trying to make everything to make their lives happy. But he is a truck driver, and the sister has an issue with it. She does not even want her friends in that small town to know her brother’s profession. Until she realises it is her driver brother and the community of truck drivers who have done the incredible work of keeping supply lines open. They have ensured that everyone else could do their work during the covid times. The penny drops, and everything changes with the perspective- and the brand establishes the analogy of trust, faith, and performance.

     

     

    I am not sure if there is a gulf in the understanding of the sister-brother relationship. Or if there is a gulf is in the limited set of the audience receiving the message. Exaggeration is part of advertising. Stretching already polarised emotion is an act that comes with pitfalls. But there was no moment in the SMEAR rating.

     

    What surprised me is that more males in the group had something to say about the Gulf Super fleet ad; the women were silent. When the male POV was shared, pointed out, they smiled and said there is nothing wrong.

     

    The gap between expectation and experience is a reality. Everything cannot always be idealistic. The story needs a hero and a villain; sometimes, the villain is a woman, which is perfectly okay.

     

    And they then pointed out the mushy, sweet and salty  all is okay Amazon ad. Telling me, it was also a rarity. Such cooking accidents don’t happen. And they don’t make such brothers anymore. So, if you are willing to accept a completely holier than thou rare event as a storyline, what’s wrong with the sister with an attitude, ego and insecurities.

     

     

    And getting back to Gulf Oil, it seems to be working this Suraksha Bandhan nicely. In 2019, its commercial spoke of a bond between the driver and his sister. The driver was laminating that he could never be home during Raksha Bandhan. And this time, the sister met the driver at the dhaba during his transit. Rarity. But somewhere, the brand worked around the Rakhi thread extending beyond hundreds of miles! Pioneering the  #SurakshaBandhan initiative for truck drivers, fostering sibling bonds with over 20,691 Postcards countrywide! And there is a complete brand fit. Something that sounded forced earlier becomes the strength of consistency and authenticity.

     

    Here watch another gulf oil ad on Raksha Bandhan. Love the way the brand has been working focussed with the trucker’s life and their stories. Maybe they have found a brand  purpose.

     

     

    So, how unique is the subject- the relationship, the emotions and the expectations? This is a unique property that Gulf Oil has identified. They have been mining it for a long time and hopefully will keep doing so with more passion. Does your relationship with your sister resemble any sister-brother relationship in these Raksha Bandhan stories?

     

  • Creative agency &Walsh launches a high-decibel campaign for Parle’s new dairy offering

    Parle Agro gets Varun Dhawan to promote Smoodh

    By Our Staff

     

    Parle Agro has launched a high-decibel campaign for its new dairy offering Smoodh.  The brand has roped in Varun Dhawan as brand ambassador. The media campaign has been rolled out nationally across multiple channels including TV, OOH and Digital.

     

    &Walsh, the creative agency for Smoodh has led the campaign narrative for the television commercials, print and digital. The film has been produced by Bindery, New York, USA along with Ransom Films and directed by Ezra Hurwitz.

     

    Speaking on the campaign, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said: “We are thrilled by the phenomenal performance of Smoodh from markets across India. The high quality and rich taste of the product, coupled with its disruptive price and pack-size has helped us garner extremely positive responses from consumers and retailers alike. Our goal is to further accelerate the growth and success of the brand with our new campaign for Smoodh and make it the product of choice for consumers looking for a quick energy boost or a quick sweet fix.”

     

  • Ogilvy has created a campaign for Philips Hair Straighteners

    Ogilvy’s campaign for Philips Hair Straighteners

    By Our Staff

     

    Said Ritu Sharda, Chief Creative Officer, Ogilvy India-North: “Through this film we wanted to put forth a truth about life. The truth that not all kinds of heat, or pressure is bad. It’s all about finding that sweet spot. This especially holds true in a relationship between a teacher and a student. This is what we have tried to reflect in our film.”

     

    The campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as influencer-led digital engagement.

     

  • Launches #OwnYourComfort promotion

    Flux – The Glitch films for SleepyCat bed mattresses

    By Our Staff

     

    SleepyCat has launched a new digital campaign titled #OwnYourComfort to create awareness about making comfort a priority. Based in Mumbai, SleepyCat has introduced the concept of a mattress-in-a-box and focused on ‘factory to doorstep’ mattress delivery. The campaign is conceptualised and produced by Flux – The Glitch.

     

    Commenting on the launch of the new campaign, Kabir Siddiq, Founder & CEO, SleepyCat said: “Over the years, we have seen how the hustle culture is leading people to burnout. People aren’t taking breaks as it’s perceived to be unproductive. With the launch of the #OwnYourComfort campaign, we want to break this notion and shout it from the rooftops really. That to pause and take breaks to rest, reflect and relax is non-negotiable. Work and social commitments will always be there, and while you’re giving those aspects your all, who is taking care of you? Owning your comfort and giving time to yourself significantly improves an individual’s overall physical and mental wellbeing. Apart from creating awareness, we are also on a mission to create the most innovative and comfortable sleep products to help people relax, rest, and recharge better.”

     

    Added Tathagata Ray, Creative Director, Flux: “Since the beginning of the pandemic, we’ve strained the beauty of being at home, thanks to ‘Work From Home’. While collaborating with SleepyCat on this film, we realized how each of us are craving to have conscious breaks in between work hours. The message is quite clear, work hard, but relax harder.”

     

  • To advocate health and wellness for the brand

    Dhoni to be brand ambassador for Neuberg Diagnostics

    By Our Staff

     

    Neuberg Diagnostics has roped in MS Dhoni, as a brand ambassador for the next two years. He will advocate for Neuberg’s health and wellness campaign and convey its efforts towards empowering every citizen with better and affordable healthcare.

     

    Said Aishwarya Vasudevan, Group Chief Operating Officer, Neuberg Diagnostics: “At Neuberg Diagnostics, every action we have taken has been inspired by the company’s Vision to make world class diagnostic services accessible and affordable to all. Over the last few years, we have been successful in introducing innovative solutions and ensuring its access to millions. Our next milestone is to spread the message of getting Proactive with health rather than Reactive. In line with this, we have curated our awareness campaign on health and wellness. To catapult the reach of this campaign, we could not have found a better suited role model than MS Dhoni. With MS Dhoni as our health Ambassador, we will encourage the use of preventive healthcare services, engaging people across age groups and geographies. We are honoured to have him onboard as our Partner to drive this Initiative.”

     

  • For its TechFit Period Proof tights

    Adidas signs Olympic medallist Mirabai for campaign

    By Our Staff

     

    Adidas unveiled its latest product innovation designed to keep more menstruators in sport: the new TechFit Period Proof tights, featuring an absorbent layer to help protect against leaks when worn with a tampon or pad.

     

    Talking about the new campaign launch, Sunil Gupta, Senior Director, Brand Adidas, India said: “It is our commitment to revolutionise our product offering and services to better support the needs of our diverse women community. Our ambition with this product is to keep women in sport by giving them the confidence to train during their period.”

     

  • For the new wireless (TWS) earbuds Wave 100

    Havas launches digital campaign for JBL

    By Our Staff

     

    JBL has announced the launch of new true wireless (TWS) earbuds Wave 100 with a new digital brand campaign #JBLGOESTOPLESS conceptualised by Havas Creative.

     

    Talking about the film, Yogesh Nambiar – Head of Marketing at Harman India, said: “When it comes to making new inroads into a product segment with cut-throat competition, the choices that a brand makes are crucial to the outcome. With this year’s launch of the JBL Wave 100 TWS, we have taken the top down approach, quite literally. It features our first ever lidless design in the TWS segment coupled with yet another first, offering two distinct sound modes. We adopted an unprecedented route with the tagline- ‘JBL Goes Topless’. Needless to say, we are thoroughly excited about the campaign and expect to make waves in the category. We hope that music lovers will pop it, fit it, and groove with it.”

     

    Commenting on the creative strategy, Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, added: “JBL is creating new ground with its unique product offerings, and we’re proud to be part of it. We wanted to show the product as a mirror of youth, vivid and bold, therefore we gave it a catchy and fresh feel. The idea behind this film was to give individuals access to technology, improve their lives through music, and encourage them to pursue their dreams.”

     

  • Presents ‘Life Lessons from Battlefield’ with Retd Major Gaurav Arya

    Canara HSBC OBC Life launches Season 2 of campaign

    By Our Staff

     

    Canara HSBC OBC Life Insurance is set to launch the second season of its digital campaign ‘Depend on Insurance’. This campaign was launched last year, with Season 1 based on ‘Life Lessons from Cricket’.

     

    Sharing thoughts on the campaign, Tarannum Hasib, Chief Distribution Officer, Canara HSBC OBC Life Insurance, said: “The past year has shown us that tough times can come out of nowhere and catch us totally unprepared. More and more people are seeking solutions that are dependable; those that keep them secure and give a guarantee of protection. Our campaign reiterates that Insurance is the most dependable solution in the toughest of times and Canara HSBC OBC Life Insurance is the dependable insurance company which has been fulfilling promises to over 4.5Mn customers. We strongly believe there are many lessons to learn from the battlefield, one of which is the importance of dependability. But more importantly, it is been a matter of great pride for us to present some of the most heroic moments in our nation’s military history.”

     

  • The film is made by Maverick & Monks

    Tata Health launches campaign to advocate timely diagnosis

    By Our Staff

     

    Tata Health has unveiled a TVC and digital film #SochMatPoochLe with aims to encourage people to go for timely medical diagnosis for the symptoms and health issues they experience. The film is made by Maverick & Monks.

     

    Speaking about the new campaign, Manzoor Ameen, CEO, Tata Health said: “Covid-19 pandemic has shown us the importance of preventive and proactive medical care. TATA Health is our endeavour to make primary healthcare conveniently accessible to people. Our latest campaign #SochMatPoochLe emphasises the significance of seeking medical advice when people experience any symptoms rather than self-diagnosing and risking one’s health. Using the best in technology and medical science, TATA Health has become one of India’s most trusted health apps in a short period. We are constantly working with a team of doctors towards our vision to ensure the importance of preventive healthcare reaches people with a personalised touch. We hope that this campaign will encourage people to seek timely medical help.”

     

    Commenting on the TVC, Chief Creative & Founder Maverick & Monks Communications added: “The campaign intends to bring people out of their overthinking mode. The insight is, most of the time, we live in our heads. Especially, when we experience a symptom of some kind. We start thinking of various possibilities; the good, the bad, the worse. This ensues a debate in our heads that could be endless with no real diagnosis. #SochMatPoochLe is a quirky, light-hearted campaign that attempts to bring people out of their ‘thinking’ mode and encourages them to consult on the app for a right diagnosis.”

     

  • For growing opportunities at e-commerce marketplace

    Flipkart beckons sellers with campaign

    By Our Staff

     

    Flipkart Seller Hub has launched a series of brand films targeting potential sellers across India. Titled ‘Bachon Ka Khel’, the campaign is conceptualised by ARTe Media Tech and it informs sellers about the easy registration process, ease of doing business and multiple growth opportunities assured by Flipkart.

     

    Speaking on the campaign launch, Anshul Sehgal, Associate Director, Marketplace, said: “Flipkart, as a homegrown platform, hugely focuses on making the platform more inclusive to sellers who are ready to explore e-commerce marketplace for their business but somehow find it  either difficult or confusing, to begin with. At Flipkart, we are constantly working towards providing our sellers with bundles of growth opportunities, fulfilling their business expansion needs and helping them reach millions of customers across India without any added hassle of increased paperwork or complicated processes. So, with this ‘Bachon Ka Khel’ campaign, we intend to see a positive behavioral change amongst sellers towards Flipkart as a growth-assuring and easy-to-understand e-commerce platform.”

     

    Added Rohit Sakunia, Co-Founder and Chief Business officer of ARTe Mediatech: “Flipkart enables sellers to begin their e-commerce journey without any complications and helps them to expand their business beyond expectations. Also, as an agency driven by creativity, it is always interesting to work upon ideas that can transform business as well as people. Nonetheless, the ‘Bachon Ka Khel’ campaign redefines Flipkart’s efforts to make Indian sellers more comfortable with the idea of doing business online devoid of any stress or complicated steps. Through this campaign, we aspire to see a significant rise in the number of new registrations.”

     

  • To highlight presence of glucose in entire range

    ITC releases TVC for new Sunfeast Bounce biscuits

    By Our Staff

     

    ITC Ltd.’s Sunfeast Bounce has released two TVCs to draw attention towards the presence of Glucose in Sunfeast Bounce crème biscuits that was not available in the category so far. The campaign will also be supported by a host of digital activations and BTL activities across core target markets, with special regional focus in markets like Uttar Pradesh, Maharashtra, Bihar and Orissa.

     

    Commenting on the new campaign, Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited said: “Glucose and Crème biscuits are two of the largest segments in the biscuits category, of which the Glucose segment has been long deprived of any innovation. Furthermore, recent consumer immersions showcased how mothers are looking forward to products that comes with added goodness. With the addition of Glucose to the portfolio, It allows us to deliver consumers’ an interesting choice which offers a combination of crème and Glucose in one biscuit. Sunfeast Bounce is known for delighting its core TG, children with delightful range of crème biscuits. Encouraging consumer response has enabled the brand to become the market leader in the crème biscuits category. With this campaign we look forward to empower consumers by providing something more meaningful, especially to the mothers.”

     

  • To revive healthy sustainable lifestyle as practiced during earlier times

    Galaxy Surfactants campaigns for sustainable products

    By Our Staff

     

    Galaxy Surfactants, a chemicals company for personal and home care, has launched a campaign titled #OldHabitsNewForm. The unique campaign invokes the present generation to move towards a sustainable future.

     

    U Shekhar, Promoter & Managing Director, Galaxy Surfactants said: “The modern day consumer is well-informed and aware of self-responsibility towards a sustainable living. Our #OldHabitsNewForm campaign is an effort to derive inspiration from the environment conscious lifestyle practiced by the older generation that now serves as benchmark template in modern day personal care innovations.”