Skinn fragrance brand from Titan released a digital film for its #FeelYourBest campaign to celebrate the festive season. It is conceptualised by Ogilvy South.
Said Kanwalpreet Walia, Marketing Head, Fragrances and Accessories Titan Company Limited: “Festive season is all about feeling special, celebrating joyful moments and looking best. Fragrances have an equally important role to play during the festivities. Fragrances help complete any look and make you feel ready for the moment! With the #FeelYourBest digital film, we bring alive how a spritz of Skinn can turn around the moment and make you feel ready for different occasions, with just a spray”
Chicken Soup for the Soul Entertainment Inc, operators of streaming advertising-supported video-on-demand (AVOD) networks, has announced the acquisition of a majority stake in Locomotive Global. This happened last week.
Said William J. Rouhana Jr., Chairman and CEO for Chicken Soup for the Soul Entertainment: “Expanding into India has been a top priority for us in our international expansion strategy and we are excited to be entering the market with an ambitious company like Locomotive Global,” “This acquisition allows us to utilize Locomotive’s revenue, cash flow and presence in India as a base for further expansion in the region. We look forward to backing Locomotive’s expansion plans as we continue the rollout of our international strategy.”
Added Sunder Aaron, Co-founder and Principal, Locomotive Global Inc: “There continues to be a major opportunity to produce high-quality content for platforms and services in India such as Amazon Prime Video, Netflix, Hotstar-Disney+ and others as they now compete for original movies and series so that they can better serve a rapidly growing OTT user base. Production costs are lower in India than in most Western markets, and we can use our development and production capabilities here to meet this growing demand for quality content. We also aim to provide high-quality productions for Chicken Soup for the Soul Entertainment’s AVOD networks at lower costs. The AVOD business is primed for growth in India as broadband connectivity, FAST channels and usage of connected televisions are expanding rapidly. Chicken Soup for the Soul Entertainment is the perfect company to partner with so that we can seize hold of these burgeoning opportunities together.”
CarDekho has launched a billboard advertisement in Jaipur that features a 3D rendition of a car that is driving to the sky with its headlights beaming brightly toward the stars.
Said Charu Kishnani, Senior Vice President, Marketing, CarDekho Group: “Here is a simple idea with an innovative approach on one of the oldest mediums of advertising. It not only attracts the audience but also delivers the message of our new CarDekho Mall which houses 500+ high quality used cars for all to see in Jaipur. While CarDekho continues to soar and reach new heights, we want to maintain that we are India’s most trusted place for used cars. With the onset of Diwali, we want people to light up their lives when they choose to buy a used car from CarDekho.” Shakun Advertising was the partner agency for CarDekho to execute the new CarDekho 3D Sky LED hoarding.
Vinod Cookware has launched a new TVC highlighting the SAS-Bottom technology used in its pressure cookers. The film has been conceptualized by Network Advertising and produced by Jamurah Films.
Said Sunil Agarwal, Director, Vinod Cookware.”We at Vinod Cookware, have always been entrusted to adapt to the evolving consumer needs and develop solutions for modern kitchens. We are expanding our expertise in innovative products as the surge in consumer spending during this era is anticipated to continue. This campaign focuses on highlighting our efforts to bring back the traditions with a touch of modernity by using innovative SAS technology to build our cookware. The idea to keep it simple and impactful has helped us connect with a wider range of audience, both on TV & OTT.”
Vi, the leading telecom operator, has launched its next leg of the #SpeedSeBadho campaign on the back of the speed numbers posted by Ookla.
Commenting on the campaign, Avneesh Khosla, Chief Marketing Officer, Vi said: “Vi has been consistently offering the fastest 4G experience for many quarters and with our continued efforts to provide superior experience, it is now the fastest mobile network in the country, as verified by Ookla. We believe in helping our customers thrive in the digital era – be it for learning & development, work, entertainment or just about anything. With our latest #SpeedSeBadho campaign, we narrate stories of how Vi GIGAnet – India’s fastest mobile network, helps customers do things faster and get ahead in life by solving for challenges and unlocking opportunities. The stories showcase how when & where there is speed, there is a way.”
The campaign comprise three TVCs, conceptualised by Ogilvy.
Last week was involuntarily hectic with a trip out to Mahabaleshwar with family and Milo Kotnala, my lovely pet. I enjoyed the lack of connectivity at Forest County Resorts, a pet-friendly hotels. Even with limited connectivity, it was clear that everyone on thesocial media was trying to hit a chawka on every mauka. It seemed that getting trolled is becoming a passionate hobby for few and a legitimate communication strategy for some brands. How can one explain this repeated insensitivity and lack of touch with audience reality?
It was maha confusing for me. Despite my angst against some of the advertising and events, I fear that we are suffocating brand communication and creativity as a very touchy audience. Where do you draw the line if the brands need to be sensitive to the polarised audience? In a few instances, I have raised my voice, questioning the creative. No, it is not a time of remorse or guilt trip. It is different.
Towards the end of the week, we finally lost to Pakistan in our first match of the T20 World cup. We lost unexpectedly and badly to the arch rival. Maybe Mauka–Mauka will eventually be retired. However, I would expect the channel to pull a rabbit out of the hat. A new woke Mauka may be there in case Indian, and Pakistan meet in the final. Possibilities exist.
And then the kneeling of the team in support of Black Lives Matter (BLM) took everyone by surprise. Why? It seems it was a directive from ICC/BCCI. But why? I have never seen the same bunch kneel or speak out against the religious racism in the country and across the border.
Everyone was so upset that they forgot the games the team had won in the past. Again demonstrating passionate following has its price, and we have a short memory. It also said that the spectre of Pakistan will never get wiped out.
Virat showed sportsmanship in loss, and the picture found support from intellectually oriented people. However, most did not like the emotion or the expression. Everyone has their reason. We just had a bad day in the field, and hopefully, by Sunday, we will see a turnaround.
Source: Internet
The loss hurts, the trolling hurt patriotic feelings. However, no one should be trolled for such failure. No one can win all the time.
Fem Bleach tried to cash on a new mauka called Karwa Chauth. It got a mixed reaction to its same-sex couple Karwa Chauth. It was not well-made but was branded a progressive approach in a not-so-progressive product category. It seemed such communications were made to fuel controversy and get the brand some hype and buzz. Every publicity counts. In the past too, Fem had Karwa Chauth ads, but that was in complete sync with the public opinion. A simple SMEAR check and evaluation of the script would have said it is going to be trolled.
I missed out on watching the T20 debacle, thanks to Karva Chauth. While India was losing the match, I was with my wife on a long drive. So, she is aptly distracted during the last few hours of her waterless fast before moonrise. No, I am not suggesting the script for a Karwa Chauth ad.
Fab India joined the list of brands trolled this year. The urdunisation of the Hindu festival did not sit well with the audience. The audience is widely divided and polarised on this subject. I do not find anything wrong. Oh, yes, it could have been more celebratory. But, should that not be something the brand should decide. The brand must have some creative freedom.
Frankly, I do not want advertising to find rituals in other religions and suggest something they have done with Hindu festivals and rituals. I want them to stop playing with Hindu festivals. However, I would love to watch brands mining rituals across religions to prove that they have not picked on Hindu religion and festivals because they are easy targets. They are so divided that they cannot retaliate. Brands know it will be playing with fire if they try such stunts and purpose-led creative suggestions on other religions.
Case in point, Ceat’s advertisement featuring Aamir Khan- but that was the week before. And well, we have almost forgotten the Tanishq ad of Goad Bharai or the advertisement of Manyavar how the brands are not sensitive to audience reality of the largest audience segment.
Everything is not doomed. There was a positive feeling too.
I applaud Mondelez’s efforts. The favourite chocolate brand took advertising to the next level, serving a different level of mauka to local businesses, presenting them an opportunity to get a brand endorser like SRK! The approach is exciting and worth all the effort. It rightly garnered a lot of earned media, and the buzz was Megha. The smile on local business owners:- priceless.
It is time for brands to cautiously tread on purpose if it is around religious and community sentiments. The purpose should be inherent, not forced.
Meanwhile, there seems to be no complaint at ASCI against Fogg for misleading communication that could be leading to complacency in people approach to Covid. Is it the truth? Does it have government approval to make such a statement? Is the brand right in suggesting that Hathi Nikal Gaya – Poonch Bakki hai! Now, don’t tell me that I am unnecessarily raising a non-issue and encouraging someone to take it up.
The festive season is on.
Keep your eyes open and your fingers free to play the social media game
There will be two-three more opportunities for every one of us to question the advertising and marketing fraternity decisions and brand communication. Well, they could always pre-check their communication for SMEAR.
As I said earlier, I don’t know where to draw the line on freedom of creative expression and brand communication. The brands take a strategic conscious-eyed decision based on research, deliberations and strategic insights. And they have every right to do what they do, including taking pot-shots at the majority- their biggest audience.
Freedom of expression works both ways. The audience has the right to react the way they want to. Sometimes these incited emotions can be dangerous. In a democratically secular country, where the minority defines the majority, no one knows Unth Kis Karvat Daihega.
It will be a wild west between brands and polarised skewed audiences, where everyone must stand for themselves. The tectonic plates of hurt emotions have been under pressure for a long. I suspect some brand communication may trigger an earthquake of reaction- we all would want to avoid.
Sanjeev Kotnala is a senior brand consultant and educatior. He writes on MxMIndia every Wednesday. His views here are personal
Havells India Limited has launched a new marketing campaign – ‘Mahaul Banaye Rakhna’ for its Consumer Lighting Category. The campaign has been conceptualised and created by BBH India.
Commenting on the launch of the new campaign, Parag Bhatnagar, Executive Vice President & SBU Head, Havells India Ltd. said: “The campaign thought of ‘Mahaul Banaye Rakhna’ aims at taking a high ground and thought leadership in the category, which is above product and feature based advertising. It aims to establish a deeper connect with the audience and how Havells Lighting will play a role in keeping the vibe of their homes alive. The poetic narration is further enhancing the gravitas of the thought and create a clutter breaking communication”.
British Airways has released a new campaign ‘The Best Gift’ aimed at last-minute flyers to make the most of this year’s festive season. The brand campaign, conceptualized by Ogilvy Gurgaon, draws upon the Diwali tradition of gifting, and the challenge of finding the right gift for each person.
Said Shouvik Roy, President and Head of Office Ogilvy India (North): “Travel is a sensitive subject in the new normal, and we wanted to respect those sensibilities while addressing the client ask. British Airways has always told human stories, and it’s been our pleasure to write the next chapter.”
Added Ritu Sharda, CCO, Ogilvy India (North): “Every Diwali, we find great joy in gifting something to our loved ones! On the other hand, we also find it most exasperating, trying to figure out the perfect gift for each of them. Our new film addresses both these insights with a beautiful message – that the best gift that you can give this Diwali is you.”
Usha has launched a TVC campaign for its Heleous range of ceiling fans.
Commenting on the new campaign, Rohit Mathur, President – Electric Fans, Water Heaters & Pumps, Usha International, said, “Usha’s Heleous Fans have been specifically designed for India’s new-age consumers, and this launch in the midst of the festive season is our way of giving consumers the perfect jewel to adorn their ceiling. Especially those consumers who aspire to enhance the overall look and feel of their home during the festive seasons – this fan is going to tick all the right boxes for them as it’s the perfect amalgamation of cutting-edge technology, high performance, and elegance.”
BL Agro Industries, a FMCG company, has launched the second television commercial of its signature brand, ‘Bail Kolhu’, mustard oil. It features ‘Gangs of Wasseypur’ fame trio – Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi. The TVC created by Leads Brand Connect, a multi-dimensional creative agency, is launched across the national television channels.
Said Ashish Khandelwal, Managing Director, BL Agro: “Bail Kolhu is our 50-year-old signature brand, which has become a household name over the years. We have always intended to deliver the best quality edible oil because we understand that food is a common factor amongst all of us. Be it any occasion, food is the ingredient which connects us all and makes the occasion a memorable one. With this TVC, we wish to highlight the trigger food gives us.”
Media agency Carat has joined hands with Arré to launch a campaign for Intel. The campaign aims to position Intel’s 11th Gen Core processor as the key device for enabling ‘creation’ in today’s world. It also allows Personal Computer shoppers to imagine and unleash all the things that they can accomplish with the device.
Said Anita Kotwani, Chief Executive Officer, Carat India: “We are proud to be at the forefront of thinking out of the box for our clients and leveraging audience insights in every aspect of our campaign. We understand that if we want to speak to Gen Z, we must speak their language and also appeal to the creator’s economy by becoming a part of it.”
Added Niyati Merchant, Executive Vice President and Head of Operations, Arre: “Arré has always pushed the envelope when it comes to branded content across formats. Our partnership with Intel was yet another multi-format content initiative across Arré Reads, doodles and short format video that gave way to innovation in messaging and sharp writing. We are excited that this collaboration has won so much praise and deep engagement from our readers and viewers. We look forward to a long-term collaboration with Intel and Carat.”
Viacom18 Consumer Products and Nickelodeon are all set to introduce an exclusive range of Garfield merchandise to India. As a part of the collaboration, officially licensed Garfield merchandise will be available across leading online and offline retail outlets.
Commenting on the launch of an exclusive range of Garfield merchandise across categories, Mahesh Shetty, Head-Network Sales, Viacom18, said: “At Viacom18 Consumer Products, we have endeavoured to constantly expand our reach and build a portfolio of iconic characters and become the one-stop destination across multiple touchpoints for the fans in India. Garfield is an iconic and relatable character in the animation ecosystem for both kids and adults. The character’s quirky and honest appeal is unlike any other. Starting from a comic strip, Garfield has grown to become a globally sensational character. With the addition of Garfield to our products portfolio, we aim to get one step closer in our endeavour to provide our viewers with an opportunity to connect with their most-loved characters beyond screens.”
Added Mark Kingston, Senior Vice President, International Licensing, ViacomCBS Consumer Products: “At ViacomCBS Consumer Products, we aim to provide vital support to our consumers who have been trying to navigate through the unprecedented situation of the pandemic. As families are adjusting to the new normal, our team has been at the forefront to translate ‘content watched to products purchased’. With the launch of Garfield merchandise in India, we aim to bring truly unique products to the market that fans will enjoy and appreciate.”
CarDekho has launched a billboard advertisement in Jaipur that features a 3D rendition of a car that is driving to the sky with its headlights beaming brightly toward the stars.
Last week was involuntarily hectic with a trip out to Mahabaleshwar with family and Milo Kotnala, my lovely pet. I enjoyed the lack of connectivity at Forest County Resorts, a pet-friendly hotels. Even with limited connectivity, it was clear that everyone on thesocial media was trying to hit a chawka on every mauka. It seemed that getting trolled is becoming a passionate hobby for few and a legitimate communication strategy for some brands. How can one explain this repeated insensitivity and lack of touch with audience reality?
Media agency Carat has joined hands with Arré to launch a campaign for Intel. The campaign aims to position Intel’s 11th Gen Core processor as the key device for enabling ‘creation’ in today’s world. It also allows Personal Computer shoppers to imagine and unleash all the things that they can accomplish with the device.
Viacom18 Consumer Products and Nickelodeon are all set to introduce an exclusive range of Garfield merchandise to India. As a part of the collaboration, officially licensed Garfield merchandise will be available across leading online and offline retail outlets.