MxMIndia

Category: PRODUCTS

  • It is opening up its platform of niche advertising to reach better ROI's on advertisers' media planning

    Videocon d2h to offer niche advertising options to clients

    By A Correspondent

     

    Videocon d2h has opened up new avenues for advertisers by offering advertising options on its platform making it the preferred DTH player for niche and targeted advertising.

     

    Eminent brands like Volkswagen, Hero, Myntra, Honda, Asian Paints, Yep Me, SBI General, TATA AIG, Disney, Colors, Star Sports, Sony TV, Zee group have benefitted immensely and have shown their confidence in Videocon d2h’ Home channel. With the overwhelming response of top advertisers, it is opening up its platform of niche advertising to reach better ROI’s on advertisers’ media planning.

     

    Videocon d2h, as an advertisers and media planner’s ideal destination offers reach and targeted space to engage consumers who can be tapped by the advertisers. The plethora of advertising options like regional home channels, music, info bars and movies channel help for targeted advertising.

     

    Anil Khera

    Anil Khera, CEO, Videocon d2h said, “Videocon d2h is a great medium for advertising with 6.5 crore consumers. Our quality of consumer base is very healthy; to which advertisers can reach out to. It is a win-win situation for the advertisers and Videocon d2h, as we provide highly targeted niche market for advertisers. The confidence shown by some of the brands on Videocon d2h is very encouraging.”

     

  • Hindustan Unilever has instructed television channels and other media houses to stop advertisements of the brand from next week

    HUL takes Knorr instant noodle TVCs off the air

    By Pritha Mitra Dasgupta

     

    The entire noodle category advertising in India stares at a complete blackout. Following Hindustan Unilever’s (HUL) decision to stop the production and sale of Knorr Chinese instant noodles, the company has now instructed television channels and other media houses to stop advertisements of the brand from next week.

     

    On Wednesday, HUL said it would withdraw the product, which it introduced in February. “On June 11, the company informed its media agency and media partners to withdraw the Knorr Chinese instant noodle commercial from Sunday,” a senior executive at a broadcast company said on the condition of anonymity.

     

    Knorr is currently running two noodle television commercials — Chinese noodles and Soupy noodles — featuring master chef Pankaj Bhadouria. “But it is only the Chinese noodle commercial that will go off air and will be replaced by other HUL brand commercials,” the executive added.

     

    While Lowe Lintas is the creative agency, GroupM is the media agency of Knorr noodles. HUL’s spokesperson, however, said it has taken the ads off air with effect Thursday. This is because it has decided to stop production and sale of the Knorr Chinese range of instant noodles till its product approval application is cleared by the Food Safety and Standards Authority of India (FSSAI), the spokesperson said. Last week, Nestle directed broadcasters and other media companies to stop its Maggi brand’s advertising from June 7, after it decided to pull the product from the market following findings by authorities that some packets contained excess lead.

     

    Media planners said with HUL deciding to withdraw the Knorr commercial, the number of noodle advertising will reduce by half. The other two prominent brands in this category are ITC’s Yippee noodle and Capital Food’s Chings. According to media planners, the instant noodles category spends about Rs 200-220 crore on advertising and most companies spend 10-12% of their total sales on advertising.

     

    “Maggi alone spends nearlyRs 150 crore and Knorr will be another Rs 15-20 crore. So, with these two brands ads disappearing, the noodle sector ads will go down significantly,” said a senior media planner.

     

    Instant noodle brand ads are mostly skewed towards television advertising and use general entertainment channels, kids channels and music channels. “The other brands like Yippee and Chings will cut down on the advertising and lie low for a while. They definitely don’t want to grab the attention for the wrong reasons,” said another media planner.

     

    However, an ITC spokesperson said the company will continue with the current marketing plans around Yippee. “There are no adverse reports on ITC’s Yippee noodles from any state and therefore marketing plans for this category remain unchanged,” said the spokesperson.

     

    While Ogilvy & Mather is Yipee’s creative agency, Madison World is its media agency. Another aggressive advertiser in this category is Chings, which is endorsed by actor Ranveer Singh. On May 27, the brand launched an ad film featuring the actor to fight hunger among school children in India, with the ‘India Ke Hunger Ki Bajao’ campaign.

     

    The campaign, conceptualised by Yash Raj Films (YRF), is a global fundraising drive initiated by Ching’s Secret (and YRF) with not-for-profit organisation Akshaya Patra.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

  • The TVCs have been created by Ogilvy & Mather and is on air across channels

    Need solutions for your home? ‘Ask Greenply!’

    By A Correspondent

     

    Greenply Industries Limited (GIL) has kicked off its Ask Greenply campaign with the launch of three new TVCs titled ‘Nayi Maa’, ‘Dhongi Baba’ and ‘The Couple’. In a clear shift from the oft-repeated 20-year ‘durability’ and ‘strength’ proposition in plywood category communication, the TVC nudges the viewer in entertaining ways to ask questions on plywood so that they might take informed buying decisions. The TVCs have been created by Ogilvy & Mather and is on air across channels.

     

    As evidenced by web searches, people are particularly concerned today about weight loss, better shape, life guidance, and companionship. They are always seeking more information and solutions to these pressing questions. Similarly, as living standards in India improve, home owners are increasingly seeking a bigger, better and more glamorous home. The impact of this change can be felt across several categories such as paints, home appliances and especially interior décor. A silent but dramatic movement has recently been seen in the world of plywood and its associated by-products which are now playing a far larger ‘lifestyle’ role in homes. There are myriad plywood options tailor-made to suit specific purposes. However, potential home owners are oblivious to the variety of plywood and its usage. The campaign is directed to enthuse this growing volume of customers who prefer being ‘enlightened’ in all sorts of way before making a purchase.

     

    The campaign is designed to reinforce the thought leadership position of Greenply in the plywood category since the engendering of interest in the customers’ psyche will positively impact the sector in general. At the same time, while there is more technology and feature-richness in Greenply products, there is a need for customers to discover more about these aspects to buy the right products with correct technical consideration.

     

    Viewers generally like a humour angle in a message so that there is a viewing reward at the same time as a product message gets delivered. The humour in this case is tongue-in-cheek in nature, while the product benefits appear at the end in a subtle way. A series of entertaining TVCs brings alive this concept through awkwardly humorous situations where an uncomfortable question has no correct answer.

     

    Kamal K Mishra, Associate VP & Head Marketing at Greenply Industries ltd. said “We believe that Greenply must act, feel & behave like a category leader. As leaders, we must guide the customer such that he makes better brand & product related decisions.  ‘Ask Greenply’ will give birth to a new breed of demanding & educated customers which will positively impact the overall category.”

     

    Mudassar Hossain, Vice President, Ogilvy & Mather, Kolkata says “Research shows that consumers purchasing plywood are disinterested & clueless about what they buy. At best, they ask the same boring set of questions such as ‘Will it last long?’, ‘Is it borer termite proof?’ & at their worst, they blindly follow suggestions of their carpenter or interior decorator.”

     

    Sumanto Chattopadhyay

    Sumanto Chattopadhyay, Executive Creative Director, Ogilvy & Mather, South Asia said, “Most campaigns try to get consumers’ attention by telling them something about the product. What’s unique about this campaign is that it doesn’t tell you anything about the product. Instead it provokes you to ask questions. It’s a great strategy in a category where brands struggle to rise above commoditisation. What makes it all the more effective is that the brand is fully geared up to answer those questions. Ultimately, knowledge is strength. It’s the basis of a durable relationship between the brand and its consumers.”

     

  • Company to utilise innovative branding mediums to attract the Emerging Indians

    Videocon Telecom to invest 120 cr on Brand & Communication

    By A Correspondent

     

    Videocon Telecom, the telecom arm of the Indian conglomerate Videocon Group, is all set to connect with forward-looking, modern youth segment and extend its presence in the market. With Emerging Indians as its newly defined target audience the company has aggressive marketing and branding plans to capture the market. This fiscal year, Videocon Telecom will invest Rs 120 crore on Brand & Communication to connect with the fast emerging young mobile phone subscribers from Tier II and smaller towns.

     

    The company has roped in Gauahar Khan as its brand ambassador. With the new brand face that reflects the aspirations of the young India, the telco intends to reach out to its consumer with vibrant and energetic approach.

     

    In a short span of two years, the brand has emerged as one of the most preferred and fastest growing telecom players attaining the trust of over 10 Million consumers. The telco has attained leading position in its four operating circles with clear incremental customer market share leadership in Punjab and Haryana Telecom circles. Gauahar Khan’s popularity and immense youth appeal shall complement young and vibrant brand like Videocon Telecom, which engages the mass consumers via its innovative and excellent telecom services.

     

    Arvind Bali, Director & CEO, Videocon Telecom said, “Change is always good and refreshing and brings in vibrancy in the environment. We are pleased to add the noted celebrity, Gauahar Khan into our Videocon Family. Gauahar signifies a positive vibrancy, bold attitude, sense of dedication and reflects our brand spirit- young, vibrant, and cool. She represents the youth of today who are independent, expressive, confident, and carefree and brand conscious. Going apt with the same, this association has been established to connect with the youth consumers at ground level.”

     

  • Hindustan Unilever is partnering with companies like Star, YRF, Facebook, Google to weave its brands into their creations

    HUL partners Star, YRF, Facebook, Google etc to weave its brands into their creations

    By Pritha Mitra Dasgupta & Sagar Malviya

     

    Toiletries-to-food giant Hindustan Unilever (HUL) is partnering over a dozen content creators — from Star Network and Yash Raj Films to Facebook and Google — to produce content across channels where HUL brands can participate, perhaps subtly, as part of the conversation.

     

    Last Friday, the maker of Dove and Rin invited 13 producers including broadcasters, radio channels, film producers and top-notch digital companies to its campus to ideate how they can seamlessly weave HUL brands in their content, messages and shows, instead of just product placement and brand plugs.

     

    “As media is changing, there is a skill that needs to get evolved — as content explodes, how to tell compelling brand stories and really cut through to consumers by making sure the brand is able to tell a story that consumer can relate to,” said Gaurav Jeet Singh, HUL’s head of media services in South Asia.

     

    While the latest move of HUL, the country’s largest advertiser, won’t replace advertisements, the company is trying to partner media channels beyond obvious marketing. “Through popular culture, how can we ride on content that is designed to entertain, engage and connect? Something that is not force fit. But something that naturally fits into the content and can carry the brand story seamlessly,” explained Singh.

     

    HUL’s media agency, Mindshare, is a partner in the initiative. “As the consumer’s media consumption habits change, we understand the need to create and curate differentiated communication platforms, to build lasting brands with an engaged audience,” said Prasanth Kumar, chief executive of Mindshare.

     

    “The consumer is no longer a passive viewer, but an active participant in the brand’s story-telling journey. Brand ideas and content that resonate with the audience are further seeded by them into their own circle of influence that has a far more powerful effect,” Kumar said.

     

    With over 35 brands across food, personal care and home care portfolios, cutting through structures and processes to execute an idea quickly becomes an issue. Hence, the company through ‘Content Day’ encourages brand team members to share ideas which can be approved or perfected quickly so as to become scalable.

     

    It wasn’t easy. In the last six months, HUL has been working on the novel concept — from identifying nearly a dozen brands to sending briefs to 35 content creators for ideas. The company that initially received around 300 ideas, narrowed it to 40 with 13 companies meeting individual brand teams on Content Day for possible brand integration.

     

    Two ideas from Star Network and one each from YRF and Disney made it to the top four, which were presented to the top management and the entire marketing team of HUL. “We want to create a strong ecosystem of for branded content as that is crucial to the future of marketing,” said Samir Singh, HUL’s executive director-personal care.

     

    Sample this. In the latest blockbuster Piku, while there were several brand integration, there were two that particularly stood out: Amul milk and Red Label tea. Both these products were placed on the dining table when the protagonists in the film were having breakfast and they effortlessly became part of the movie scene.

     

    “But they can be part of song lyrics, movie title, we can co-create product with the company and integrate the brand in several other ways depending on the marketing objective,”  said Ashish Patil, business & creative head and vice president at YRF. “The unique thing about Content Day is that it is not a random one off project, but HUL wants to make it an annual event. And, it’s a cultural shift for them. It is about looking at content differently, as an important marketing tool. And it is about infusing new thinking which they or their ad agency may not be geared to do,” he said.

     

    While executing ideas into branded content could be challenging, media partners are hopeful that HUL’s move will break the clutter. “There was no strict brief and it was unstructured and gave us a lot of freedom to do as we thought. It was a proactive and innovative idea. This is an opportunity that is more open about possibilities of collaborating across brands,” said Myleeta Aga Williams, MD of BBC Worldwide.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The new global relationship will be run out of Apollo Tyres' Global Marketing Office in London

    Apollo Tyres appoints J. Walter Thompson as its global creative agency

    By A Correspondent

     

    Apollo Tyres, a leading tyre major, has announced the appointment of J. Walter Thompson Company as its global creative agency, which the latter won after a multi-agency pitch. J. Walter Thompson Company has replaced Apollo Tyres’ earlier agency, The Brooklyn Brothers.

     

    Apollo and Vredestein are the key brands of Apollo Tyres portfolio, and J. Walter Thompson Company will work on growing these brands globally.

     

    Marco Paracciani

    Marco Paracciani, Chief Marketing Officer, Apollo Tyres Ltd said, “We thank The Brooklyn Brothers for the work done in the last year. We are very excited to have J. Walter Thompson Company on board with us to further grow the two great brands — Apollo and Vredestein. The team has demonstrated real passion and understanding of our brands. We look forward to working with them and develop category leading communications.”

     

    Jagdip Bakshi, J. Walter Thompson Company London Global Team Leader added, “Apollo is an amazingly successful business which continues to challenge and set new benchmarks in the tyre industry. It is an exciting time to be partnering with them and we look forward to developing great work.”

     

    The new global relationship will be run out of Apollo Tyres’ Global Marketing Office in London and J. Walter Thompson Company will service from its London, Amsterdam and New Delhi offices.

     

  • Philips Male Grooming business offers a wide range of electronic devices for trimming, shaving and grooming

    Philips India launches new range of Bodygrooming Solutions

    By A Correspondent

     

    Philips India is ready to help Indian men manage the hair with its new range of product offering. Together with brand ambassador Arjun Kapoor, Philips India introduced a new product category within this business – Philips Bodygrooming range – which will help get rid of unwanted body hair.

     

    Philips Male Grooming business offers a wide range of electronic devices for trimming, shaving and grooming. Philips believes in the trend of casual and DIY (Do It Yourself) styling, therefore Philips has brought the new Bodygroomers to address the needs of contemporary Indian men. The Philips Bodygrooming range has been designed to suit the Indian male skin and help them get rid of body hair in a painless and skin-friendly manner.

     

    Commenting on the introduction of the new category of body grooming tools, ADA Ratnam, President – Personal Health, Philips India, said, “As India is witnessing a style revolution which goes beyond gender divide, men’s grooming products are a key focus area of growth for Philips Personal Health in the country. Consumer spend on grooming for both male and female has taken a leap over the past 5 years and this phenomenon is evident not just in the metros but in tier 2, 3 and even 4 cities.”

     

    “We have relied on consumer insights and in-depth study of market requirements to design these products, to drive growth in the Indian markets. We have created many categories in Philips Personal Care that have grown successfully in short span of time- Philips Trimmers, Electric Shavers and Depilation for women. The category growth is a testimony to the effective and quick results which only electronic gadgets offer and Philips is a pioneer in these innovations,” he adds.

     

    Bodygroom series 1000 is available in 3 variants with a price range starting from INR 1295 to INR 1495 and will be available across traditional and modern retail outlets as well as leading e-retail portals.

     

  • While developing the Multix, Eicher Polaris approached Elephant to create the visual identity, it's 3D avatar and livery

    Elephant creates visual identity Eicher Polaris’ Multix

    By a Correspondent

     

    You’ve read about the Multix already, but here’s something that you possibly don’t know much about. But first: Eicher Polaris Pvt Ltd, a jv between Polaris Industries and Eicher Motors has unveiled the Multix, billed as India’s first personal utility vehicle.

     

    While developing the Multix, Eicher Polaris approached Elephant to create the visual identity, it’s 3D avatar and livery.

     

    Elephant has helped build two significant automobile brands in its 25 years of being in the business. The rebranding of Bajaj Auto and then a distinction of being the only design consultancy outside Germany to have created a new brand for Daimler Group called Bharat Benz for their India-centric trucks.

     

    Here’s an account of the work done, courtesy the Elephant Design website:

     

    As a ground-up innovation, Multix is designed as a concept that brings about a positive multiplier in the owner’s life, be it home, business or power.

     

    The Multix brand is inspired by the Indian concept of “zindagi multiplied” aesthetics. The badge has been designed as a perfect geometry, and has layers to discover and identify with. At the first glance it is a happy bloom in cheery yellow, which is also the primary brand colour. But if you look again, it is an elegant enclosure to the multiplier symbol, which really is the essence of this brand. Multix is designed to be an enabler for unlocking & multiplying potential opportunities resulting in prosperity.

     

    Typography is clean and contemporary, yet the lower case “m” starts the conversation on a friendly note with emphasis on technology and ending by reiterating the multiplier effect.

     

    Colour palette is largely built around bright colours evident everywhere in India.

     

  • Ashutosh comes with 17 years of experience in creativity from his first stint in Dhar & Hoon

    Magnon eg+ appoints Ashutosh Negi as ECD

    By A Correspondent

     

    Magnon eg+, a brand implementation and creative production agency has announced the hiring of Ashutosh Negi as Executive Creative Director. Magnon eg+ is a part of eg+ worldwide, an Omnicom Group Company.

     

    Ashutosh comes with 17 years of experience in creativity from his first stint in Dhar & Hoon. During his tenure, has also worked with leading creative agencies like J Walter Thompson, Contract Advertising, Draft FCB Ulka, Law & Kenneth and Percept India. During this professional journey, he has worked with Indian and international clients like Hero Honda, LML Bikes and Scooters, Mini Cooper (car segment), Sony, Reckitt Benckiser, Apollo Tyres, ESPN Star Sports, Dabur, DLF, Unitech, Tropicana, Panasonic, Microsoft, Lays Chips to name a few. Ashutosh was also managing his own film production company in Mumbai.

     

    Speaking on the occasion, Vineet Bajpai, Group CEO, TBWA\ India, says, “We would like to extend a warm welcome to Ashutosh Negi in our journey towards innovation and creativity. As an organisation, we are growing with an incredible momentum and at this stage we look forward to Ashutosh boosting the creative output of the agency and lead the creative department.”

     

    Vivek Merani, Managing Director, Magnon eg+ added, “Marketing and consumer communication is pacing towards digital whereas digital and social strategies are getting increasingly dependent on creative branded content that needs to be produced. We look forward to Ashutosh’s experience in this space and believe he will lead the way for us.”

     

    Magnon eg+ client roster includes Panasonic  Smart Phones, Yashoda Hospital, HP, Le Passage To India, Excelity, etc to name a few.

     

  • Titled Sumit Sambhal Lega, the channel ropes in Steve Skrovan, original writer of Everybody Loves Raymond for the Indian adaptation

    Star Plus announces Indian adaptation of Everybody Loves Raymond

    By A Correspondent

     

    STAR Plus has acquired the rights to the official adaptation of globally popular sitcom – Everybody Loves Raymond. The Indian adaptation, in Hindi, will be titled Sumit Sambhal Lega, showcasing Sumit as the Indian Raymond whose predicament is one that men face universally, of getting stuck in family situations post marriage that gives rise to a comical extravaganza. Sumit Sambhal Lega will be very close to Everybody Loves Raymond just fine tuned to suit Indian sensibilities.

     

    STAR Plus has roped in the writer of the original series, Steve Skrovan, to oversee the creative process on the show and to ensure that the nature and DNA of the original series remains intact. This is the first time that any writer from the original show has been involved in the adaptation. Steve Skrovan has been a part of the Everybody Loves Raymond team right from the beginning in the capacity of a writer and co-producer and was with the show till its finale. Steve’s role in Indian version includes providing creative direction to the writers working on the show.

     

    Commenting on this, Steve Skrovan said, “It was such a privilege to be a part of this from the beginning. I got to learn about Indian culture and television and the whole experience has been great. Star Plus is the largest brand and most appropriate to get this show to people in India and even though Sumit Sambhal Lega will revolve around the man, the relationship between his wife and the family seems to fit perfectly in Indian culture.”

     

    The channel has also adopted some of the best practices from Hollywood, including the adoption of Writer’s Room – a platform where all the writers come together and brainstorm to create a masterpiece. There is a team of dedicated writers for the show instead of one writer working on multiple shows at a time which is a standard practice. Extremely popular in the west, writer’s room puts more focus on the writing aspect of the show, thus promising entertainment of highest quality.

     

  • Saavn's previous campaigns, featuring Bollywood star, Ranbir Kapoor, were launched in India and select international networks, and generated more than 7 million combined YouTube views

    ‘They listen to me’, says Saavn in new brand campaign

    By A Correspondent

     

    Saavn has announced a new campaign with renowned ad film visionary and lyricist, Prasoon Joshi. Saavn has collaborated with Joshi and his team at McCann to help drive the music company’s evolution as one of the most innovative advertising voices across India’s top technology brands. The first campaign created under the association is on air now and features a comical series of five spots that promote Saavn’s innovative social features: Tag, Chat, Follow, and Share.

     

    Saavn’s previous campaigns, featuring Bollywood star, Ranbir Kapoor, were launched in India and select international networks, and generated more than 7 million combined YouTube views, while attracting millions of new users to the Saavn app. Until now, Saavn’s ad creative had been completed entirely in-house. Saavn’s Creative Director Teddy Stern and Vice President and Editor-in-Chief, Sneha Mehta, independently conceptualized, directed, and co-wrote each spot. The new campaign, titled “They Listen to Me” was also directed and written by Stern and Mehta, but this time the duo’s sensibilities and creative execution is combined with the McCann team’s globally-renowned expertise. The result is a unique and fresh concept that builds on Saavn’s history of pushing groundbreaking creative.

     

    “The last year has been pivotal for Saavn as both a brand and advertiser, starting with the Ranbir Kapoor TVC in August. The next step in our brand evolution is collaborating with the immensely-talented Prasoon Joshi and his team at McCann,” Stern said. “Music connects people, and Saavn amplifies that connection. Our app empowers our listeners to share in the joy of music with each other. That’s the Saavn ethos, and McCann is the perfect team to help us broadcast that message to millions of music lovers, in Saavn’s own quirky and innovative way.”

     

    The new “They Listen to Me” campaign is a series of five short TVCs, plus creative for radio, theatrical, and digital platforms. The spots demonstrate how people of all walks of life are empowered by Saavn, through the app’s new social features. The spots feature multiple genres of music, with tracks ranging from “Jumme Ki Raat” from Kick, starring Salman Khan, to “Uptown Funk” by Bruno Mars.

     

    “From concept phase to production, and now to launch, the Saavn team has been a joy to work with on this campaign,” Prasoon Joshi, CEO and Chairman of McCann, APAC Region, said. “When Saavn’s creative team came to us with the idea of empowering users through Saavn Social, McCann’s creative and strategic team knew we wanted to deliver something that not only reflects Saavn’s unique and progressive brand mentality, but also tells the stories of their users – everyday people who have the power to influence their peers on a daily basis through music.”

     

    The five spots range from 20- to 30-seconds in duration, and were shot in just three days. Each spot will air in three languages (Hindi, Tamil, and Telugu), for a total of 15 television commercials. The five spots, which will roll out throughout the summer across key networks in India, are titled: “The Wrestlers,” “The Office,” “The Professor,” “The Newsroom,” and “The Dentist.”

     

     

  • The storyline captures how the introduction of a fitness buddy into a regular workout regimen changes the routine to a celebratory, almost-sensual experience

    Skore scores again with new product launch

    By A Correspondent

     

    Skore Condoms has unveiled the newest variant Skore Cool. Skore Cool has something exciting for both partners. The product has two ‘cool’ features to it – a special cooling lubricant, on both sides, and a cooling mint flavor as well. In addition, natural climax delay and dotted texture make Cool the preferred choice for more reasons than one.

     

    The communication is centered around the counterpoint to the product proposition. The commercial for Cool is currently on air. “Many ways to heat up,” the line says, adding, “but one way to cool.”

     

    Latest in the brand’s long line of dialogue-free films, the storyline captures how the introduction of a fitness buddy into a regular workout regimen changes the routine to a celebratory, almost-sensual experience.

     

    “Brand Skore is a young brand, and a brand for the young too, at the same time,” says Vishal Vyas, General Manager, Marketing, TTK-PDL. “The ecosystem of our consumers includes the subset of gyms, dance floors and pubs. To its energetic inhabitants, “Cool” finds high brand and product relevance.”

     

    “In its essence it’s a boy-meets-girl film. But the gym provided a locational device for a hot twist to the tale,” says Sunil Thoppil, Vice President, McCann, the creative agency for brand Skore