After the successful rollout of successful initiative M-Pesa, which is a mobile money transfer service from Vodafone that allows millions of migrants in big cities like Mumbai to transfer money conveniently to their families back home through the mobile, Vodafone has now launched a campaign to educate women who receive their money from their husbands or sons on self-defense. The tool used is an Umbrella which has self-defense pictures painted on it as most of these women are not educated and hence cannot read or write.
Like Urmila Devi, a lady in interiors of Jaunpur district in UP-East who regularly receives money from her husband who works in a factory in Mumbai through Vodafone M-Pesa. When she visited her nearest M-Pesa agent for cashing-out the money her husband had sent, she was also gifted the Self-defense Umbrella which she can use as a tool for safety while traveling long distances and also learn self-defense techniques through the pictures on the umbrella.
200 such umbrellas were distributed to women in the Azamgar and Jaunpur districts of UPE. Vodafone M-Pesa plans to scale this to other states in the future such as Bihar, Rajasthan, Gujarat, Punjab and others.
Scarecrow Communications, Mumbai has been appointed as the Creative Agency of Varuna Pumps, an 80-year-old hand blower brand.
With over eight decades of experience, Varuna Pumps has a strong domestic presence with fully equipped 17 branches nationwide, 1500+ dealers and sub-dealers. Today, Varuna Pumps is the market leader in Gujarat, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh, Uttaranchal and Eastern India.
On Scarecrow’s appointment, Varun Gajjar, Director – Marketing, Varuna Pumps, said: “We are providing pumping solutions mainly for domestic and agriculture segment. Both these customers have different buying patterns, different needs and different characteristics. Team Scarecrow has demonstrated really strong strategy, creative and content capabilities that will help our growing brand to grow.”
Said Manish Bhatt, Founder Director, Scarecrow Communications:  “Developing communication for such a fundamental-level product and a pioneering brand with 80 years of legacy is a great opportunity for Scarecrow, especially when we are working with the visionary, Gajjar family, at a personal level.”
Added Amitabh Sreedharan, Associate Vice President, Account Management:Â “Working with Varuna Pumps at this point, when the ‘branded pump’ category in India is evolving and seeing consistent growth, gives us an opportunity to create insightful communication.”
Quikr has announced the launch of a new company logo that symbolises its successful rise in the Indian classifieds industry and its transition into a platform that has deep, verticalized offerings in large categories. The evolution of the company’s brand is also in sync with the evolution of Quikr’s users who have high aspirations, and have increasingly started using Quikr across a variety of categories such as cars, real estate, goods, services and jobs to fulfil these aspirations.
Quikr’s new slogan “Aasan hai badalna” reflects the sentiment of today’s India and instantly connects with young, aspiring Indians who seek to change their lives for the better. Quikr, with an easy to use platform, enables consumers to buy, sell and find things that inspire change in their lives. The company believes that change is essential and even the smallest of change has a multiplier effect that can bring big positive changes in one’s life.
Commenting on the rebranding initiative, Pranay Chulet, Founder & CEO of Quikr said, “At its very core, our purpose as a company is to help our users achieve their aspirations and hence enhance their lives. Our platform symbolizes the fact that good things in life are easy to get. Whether people come to us to buy something good or to sell something because they are buying something else, our users always experience positive change when they come to us. Our new logo and brand identity represents this change and the world of new possibilities that comes with it.â€
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The company’s new logo and brand identity has been crafted by Alok Nanda & Company. Commenting on the launch of the new logo, Alok Nanda, CEO of Alok Nanda & Company said, “We created the brand identity and architecture system after engaging in an in-depth, strategic brand repositioning exercise with Quikr. From a design perspective, the ‘Q’ in Quikr is a designer’s dream and has been fashioned to suggest positive change in its users’ lives. The logo retains the blue and green colours for which the company is recognised and the new font is contemporary, yet sleek with a sense of speed which is integral to the name Quikr.â€
RK Swamy BBDO, New Delhi, have churned out a singular campaign to announce the entry of Lloyd in the washing machine category. The 360 degree campaign released in mid-July positions Lloyd Washing Machines as ‘unisex’ machines.
The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women’s domain. However, the modern urban women do not appreciate this mindset, given the fact that a lot of them have a busy professional life now and there is no specific logical reason to justify why only women should be held responsible for such mundane chores.
This insight has attracted the attention of quite a few marketers off late.
But with this campaign, team RK Swamy BBDO has gone a step further and actually attempted to create an altogether new sub-category of washing machines by calling them unisex.
Consumers recognise Lloyd more as a trustworthy air conditioner brand. So it was imperative to ensure that consumers sit up and take notice of the brand’s entry into a new category.
Sunil Kukreti, Senior Partner – R K Swamy BBDO, says “The idea was to build a connect with the women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd Washing Machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of ‘Unisex’ washing machines will reinforce the message that women want men to help out.
So the need was to connect with them at an emotional level. Hence it was decided to touch upon the subject in a way that almost all women would relate to it. Ankur Suman, Sr. Brand Design Director, RK Swamy BBDO, says, “The tonality of the communication had to be anything but preachy. By calling our machines Unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message.”
The campaign has been extended to various media: print, digital, outdoor, on-ground activation with in-store promotions too.
Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has aired its latest campaign for its latest Activa 3G. The new ad campaign for Activa 3G recreates the sense of pride, joy and community amongst customers. The TVC has been created by Dentsu Marcom and is running on air across channels. The new TVC showcases the joy and pride of owning the scooter brand and gain new customers with Activa 3G through its new and fresh design along with technological excellence.
The objective is to further strengthen the leadership stance for brand Activa, showcasing the joy and ride of owning the country’s No.1 scooter brand and gain new customers with Activa 3G.On the other hand, Activa 3G offers a new and fresh design along with technological excellence.
To further reinforce leadership, Honda has introduced the Activa 3G (Activa 110cc with a new look) for customers looking for a new and fresh design along with technological excellence. The target group for Activa 3G is fairly spread over a broad range of age group; ranging from young professionals/businessmen, residing in metros and other major cities.
The film starts with the shot where local artists are singing in a train passing through picturesque hills. The protagonist aka lead singer, sings along the tunes of the retro classic ‘Cheel cheel chillaake… arey wah wah wah’ song, until suddenly one of the singers spots the new Activa passing by. The protagonist automatically bursts out singing ‘Activah Vaah Vaah’ instead. Co-passengers in the train also look out and see the new Activa and join the song as the train and the scooter travel together until the end when they bid adieu while crossing another Activa with a couple riding and waving with joy.
Y. S. Guleria, Sr. Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “Ever since Activa was rolled out on Indian roads 14 years ago, it has not only emerged as a category leader but has also created a special place in the hearts of millions of customers. With innovations and improvement in technology, Honda has differentiated themselves in terms of product offerings to consumers. With refreshed design, new looks and enhanced technology Activa 3G is sure to win accolades and carve a niche for itself.â€
“When we learnt that the nation’s favourite scooter for 14 long years is going to come in an all new avatar, we said ‘arey wah, Activa has become Activah!’ The song and the train came soon after,†said Titus Upputuru, National Creative Director – Dentsu Marcom.
ShopClues has launched a new TV campaign to announce its ‘Ghar Wapsi’ sale. The TVC, designed by Enormous Brands and created by the production house, Thread Films, highlights the exclusive app sale targetted at those who like to shop on their mobile phones during their commute post work. Christening this trend as ‘Commute Commerce’, ShopClues is a pioneer in tapping its huge potential with the unique ‘Ghar Wapsi’ sale. It has been designed especially for the evening rush hour between 6 PM and 9 PM with surprise deals on the app across categories such as electronics, fashion and home items.
Speaking on the campaign, Radhika Aggarwal, Co-founder and Chief Business Officer, ShopClues.com said, “Shopping on mobile while travelling back from work or ‘commute commerce’ as we like to call it, is an untouched market in the e-commerce industry. ShopClues has launched the new TVC to promote our special ‘Ghar Wapsi’ sale which taps this highly popular purchase behaviour. The sale has been named ‘Ghar Wapsi’ as this is a phrase that is colloquial as well as self-explanatory. With this sale and the TVC we aim to own the 6-9 PM slot and the concept of ‘commute commerce’ by offering our customers category-specific surprise offers that change every single day. We’re sure to get users hooked to the ShopClues ‘Ghar Wapsi’ sale on their way back home!â€
Ashish Khazanchi, Managing Partner at Enormous Brands, the creative agency behind the TV ad film said, “ShopClues is a brand for the masses. Every TVC that we have worked on for them has revolved around creating an instant connect with viewers across the country. This endeavour was replicated with considerable ease this time as browsing through one’s phone during the post-work commute has become a kind of natural tendency in India. Our objective was to creatively convey to consumers that the ShopClues app is the only destination they should be checking out for incredible deals during their journey back home.â€
The new ShopClues TVC ably illustrates the excitement that ‘commute commerce’ can infuse in the mundane daily travel. It shows how eager office-goers are to rush out from work at 6pm and make their journey back home. They are shown hustling to their transport of choice, be it a bus or a train and logging on to their phones immediately. The core proposition of the sale is encapsulated in the final message: ‘Har roz hamare app pe, surprising evening deals.’
Fortis Healthcare Limited (Fortis) has launched its pan-India brand campaign TVC with ‘Excellence Uncompromised’ as its central theme.
This is Fortis’s first multi-platform brand exercise, spanning television, digital (web & social), print, outdoor, and cinema. The television commercial (TVC), created by Leo Burnett will be aired on all General Entertainment and News channels from July 31, 2015. The ad film will be screened in cinema halls and across all digital platforms.
The campaign’s objective is to build equity for ‘Brand Fortis’. Hospital choice in India is primarily driven by the choice of empanelled doctors, and there’s little that any healthcare provider has done to create its own brand. Thus, this is a first endeavor not just for Fortis but a first in the healthcare industry, whereby the aim is to build positive associations and expectations from the ‘hospital brand’, that leads people to trust every doctor that they see at that hospital. Fortis wants to build this positioning and create preference by highlighting its superior medical expertise and proven clinical excellence.
As part of the campaign, Fortis has also launched Hands of Hope initiative to provide life-saving medical treatment to the underprivileged children suffering from critical conditions. Everyone can participate in this noble initiative by logging in to the microsite via their Facebook or Twitter accounts. Every new member becomes a Hand of Hope. The more number of people that join this virtual human chain, Fortis will be able to undertake those many more medical interventions at its own cost, as for every person joining, Fortis is going to contribute 1 Re towards treatment of children in need of live saving healthcare solutions.
The TVC captures the story of young Amar Agarwal who suffers from end-stage heart failure at a tender age. His parents run from pillar to post in search of treatment for their only child. They are turned down by couple of doctors due to lack of expertise to treat such critical illness. In the end, a doctor refers the family to Fortis where the child undergoes a complex heart transplant and giving him a new lease of life.
“We wanted to tell the story of our brand in the most believable and humane way, especially because the TVC is based on a true story of a Fortis patient. Hence we looked at a very real style of storytelling. Thus what we’ve ended up creating is almost like a short film or a docu-drama, where the Brand is just a meaningful participant in the story, as against a typical ad commercialâ€Â said Gaurav Dudeja, Head – Marketing, Fortis Healthcare.
Ravpreet Ganesh, Executive Vice President, Leo Burnett added that “We thought its best to tell the story from a patient’s lens and not from the brand’s perspective. The idea was to establish an emotional connect with patients and their families. Thus, the emotion of hope became center stage of this campaign. Hope is all a family has when they are living with a disease, and we through our campaign we have tried to establish how Fortis intervenes to keep this emotion of Hope stay alive.â€
Rediffusion Y & R has unveiled a new campaign that showcases Eveready’s new product line- LED bulbs.
Speaking on the new product launch and campaign, Amritanshu Khaitan, Managing Director, Eveready Industries India Ltd, says, “Eveready has forayed into the LED segment early this year. This product line presents the new face of the company, which has been traditionally associated with batteries and flashlights. LED’s are fast moving products in today’s urban landscape and the product promises the consumer better light output at an affordable price. Therefore the objective of this campaign is to encourage consumers to adopt change and switch to the brightest range of LEDs while remaining true to the essence of the brand that is all about power and energy.â€
Anil Bajaj, Vice President Marketing, Eveready Industries India Ltd, says, “Eveready touches the lives of millions daily. This commercial is a step to demonstrate the power of GIVE ME RED. How it affects their lives and makes it more vibrant. This time we have tried to present our very own GIVE ME RED in a more sophisticated, lively and interactive way, keeping the essence of power and energy the same.â€
Eight-year-old independent Creativeland Asia (CLA) known for its benchmark work on large brands like Cinthol, Frooti, Audi, Mercedes and MTS telecom is back with a bang.
CLA has signed on integrated mandate for Domino’s Pizza, Godrej No1 soaps, the Rs 1000 cr soap brand from Godrej, the Indian Express Newspaper, She comfort Sanitary Napkins from Emami and the digital mandate for Jet Privilege.
The total spends size of all these brands put together is estimated at Rs. 250 cr. The pure revenue to CLA could be estimated at Rs 21 to 25 cr which would not only compensate for the Parle Agro split in January but actually adds more than double the revenue it lost.
Sajan Raj Kurup
On the big wins, Sajan Raj Kurup, Founder & Creative Chairman of Creativeland Asia said “We stepped up the game when it was required. Every one did their bit as planned and the results are quite obvious. We have added substantial new business in the first two quarters of the year. Not a bad way to start a year I suppose. We have surpassed our target for the year in the first two quarters, so we have decided to opt a slightly different business strategy for the rest of the quarters.
For Domino’s the apart from mainline work, Creativeland has been entrusted with integrated marketing duties which includes precision marketing and digital mandates as well.
Said Harneet Singh, VP Marketing, Dominos: “We needed more strategic and creative minds to work with us, as partners,  to grow the brand and hence we selected CLA as our new agency partner in addition to our incumbent creative agency. We believe the strengths of CLA are very complimentary to our thinking and approach and together we can do some very interesting work on brand Domino’s.â€
For Godrej No1, Creativeland has been entrusted with integrated marketing communications mandate and to design and grow the No1 range including soaps face-washes and other NPDs.
Sunil Kataria, Head of Sales & Marketing, GCPL said: “We have been working with CLA since 2011 and one of the things that I really appreciate about them is the ability to come up with genuinely creative ideas for the big moments . One of the reasons they are able to do this is because the top leadership themselves get involved into understanding the brand essence and tonality in depth and that makes a difference.â€
For Emami, Creativeland will be relaunching their newly acquired She comfort Sanitary napkins, Apart from Integrated marketing communications, CLA has been entrusted the responsibility of redesigning and revamping the brand including its packaging design.
CLA has also been entrusted the responsibility of revamping brand Indian Express with their integrated marketing communications mandate. Their multimedia campaign which involves print, TV and digital will hit later this week.
Currently, Creativeland has 14o-odd people working across disciplines and offices. On this new phase of the agency, Raj Kurup elaborated: “As most organisations that are born in the internet generation, Creativeland has always been in a constant state of reinvention. We have had eight awesome years, where work has always been Centre-stage. During these years, we had also sown seeds of our own ventures that are outside of advertising and design. CLA 2.0 is going to be Creativeland in a different gear. We are preparing for the next 10 years. We have made some fundamental changes in our organisational structure and added a Culture & Marketing team. Our technology team is all set. We have also spun out or Digital production department into a separate tech company called Creativeland Technologies which now houses end to end tech solutions spanning front-end and back-end solutions with a CLA edge. Our design team is looking beyond brands and identities alone and venturing into retail, space, environment and infrastructure design.
In terms of people, we are a diverse set. From technologists, to economists, to UI designers, to writers, to designers, to sociologists, we have them all. And that’s key to CLA 2.0’s ambitions.
Our new office in Bandra-Kurla Complex one of the fastest growing, global business hubs in India, is well-appointed to keep the team motivated. Conscious of the long hours and the intense pressure the nature of our work commands, we are making amends by making our environment fun and rejuvenating. From a leisure room with a pool table, a table tennis table and a foosball table, to a spa with massage chairs and hair treatments, and a pantry that is the size of our first office, the office has everything one may want.
CenturyPly has introduced a new plywood brand – Sainik, for the value segment. The campaign, titled ‘Hamesha Taiyaar’, has been conceptualized by DDB Mudra West.
Plywood is a commoditized but complex category. Consumer involvement is very low, there are multiple products at different price points based on various technical parameters. A consumer does not understand those technicalities but knows his budget. The role of the brand in this category is limited to passive reassurance.
With an effort to trigger a larger brand appeal, the agency positioned Sainik as ‘Hamesha Taiyyar’ to display the toughness of the ply and its readiness for any eventuality or hardship that comes its way, much like a soldier.
The thought behind the brand has been translated into a clutter breaking TVC and OOH implementations. The TVC intends to create a larger-than-life image of the brand in the consumers’ mind space. The storyline follows a platoon of soldiers in a forest, where they are seen engaged in a fierce combat across land and water, under the most trying circumstances. The testing journey of the soldiers is matched by the journey of the plywood box, which eventually turns out to be carrying letters from the homes of these soldiers. The unscathed surface of the box personifies the tested, yet undaunted spirit of the soldiers. In spite of the forces of nature and the troubles caused due to the rough terrain and handling, it stands strong with the strength that only a true soldier embodies.
Amit Gope
“This is another first attempt from Century Ply, where we are trying to create a sub brand in our journey for creating a commodity into a consumer brand. Sainik Plywood comes lower in the hierarchy of our products but is one of the most exciting products for our consumers. What we want to bring out from this campaign is built on a spirit of the Sainik in terms of integrity, commitment, strength etc. and this is what Century Plywood also stands for. Another offering from CenturyPly in terms of creating good advertisement and delivering good product to the market spaceâ€, says Amit Gope, Group Marketing Head – Century Plyboards (India) Ltd.
Rahul Mathew
Rahul Mathew, Creative Head, DDB Mudra West, said: “The name Sainik in itself holds so many virtues – strong, steadfast, resilient. This summed up what we wanted to say about our plywood as well. From here the story practically wrote itself, which was then beautifully captured by Anupam.â€
On the back of a positive response to ‘Keemat Bhi, Kuch Keemti Bhi†launch campaign earlier this year, Olx has launched the second edition of the same. Two new commercials released under the campaign depict that there is both value and something valuable hidden in every Olx transaction. The two films aptly bring out the importance of being able to make others happy, while fulfilling one’s own aspirations.
Said Amarjit Singh Batra, CEO, OLX.in, “Our second ‘Keemat Bhi, Kuch Keemti Bhi’ campaign is based on the resounding response to the first campaign from across the country earlier this year. As a consumer-to-consumer (C2C) platform, human connection is at the core of our business. Olx has always given people the best value for their used products, but every product is also tied to its user through a unique story, which is invaluable. These two Ads celebrate those invaluable aspects of an Olx transaction.â€
The latest “Keemat Bhi, Kuch Keemti Bhi†campaign features two films – A Phone. A Picture. And a lifetime of friendship in Kashmir’, which has been shot entirely in Kashmir, and ‘Old Treasure Found’, which has been released in Tamil, Telugu, and Malayalam.
‘A Phone. A Picture. And a lifetime of friendship in Kashmir’ depicts the story of a local shopkeeper and an army officer, and the beautiful friendship shared between the two. The second film features legendary actress Kanchana, who has acted in films in various languages including Tamil, Telugu, and Malayalam.
Set in a beautiful beach on a warm sunny day, the film begins with a lifeguard relishing Choco Double Eclairs at his station. Suddenly, he’s jolted by screams of a damsel in distress, who appears to be drowning. The lifeguard leaves even his Choco Double Eclairs behind and plunges in to the rescue, bringing her safely to the shore. As he gazes dreamily into the pretty girl’s eyes, a surprise is in store for both the lifeguard and the viewer.
On the new film, Dennis Koshy, Vice President – Bangalore, FCB Ulka, said – “CCDE with its irresistible double dose of chocolate is one of the many unique offerings from Candyman. The challenge was to bring out this chocolate inside and chocolate outside message in a memorable way that appeals not just to kids, but adults too.â€
Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, adds – “The idea was to stay with Sharky, but give it a fresh twist. The film had to entertain, and at the same time, convey what CCDE offers – Choco inside, choco outside.â€
Quikr has announced the launch of a new company logo that symbolises its successful rise in the Indian classifieds industry and its transition into a platform that has deep, verticalized offerings in large categories. The evolution of the company’s brand is also in sync with the evolution of Quikr’s users who have high aspirations, and have increasingly started using Quikr across a variety of categories such as cars, real estate, goods, services and jobs to fulfil these aspirations.
