Intercell, the online platform for career mentorship, has launched a new campaign with Sonu Sood. The brand’s objective with this film is to build the category in India and introduce the concept of professional mentoring.
Said Abhishek Verma, CMO, Intercell: “We are building a new category here. Sonu Sood is not only our brand ambassador but also the co-founder of the company. Given his popularity with the Youth, we decided to leverage his singular presence in the film. We are an ed-tech start-up, we help students craft their career trajectory by taking advice from industry experts. Our core belief is reflected in our ad that is #SabhHongeKaamyab. Success is for everyone.”
The film has been shot by his production team, Shakti Sagar Productions, while Rediffusion has helped us with the script.
As a part of its ongoing ‘Property Sahi. Aur Ab Services Sabhi’ brand campaign, Magicbricks has launched two new TVCs featuring brand ambassador Ayushmann Khurrana, reiterating its transformation to an integrated, full-stack platform for all property needs. While the first TVC gave viewers a glimpse of the new range of diverse services offered at Magicbricks, the two new TVCs focus on key pillars of home loan and expert advice services.
Elaborating on the campaign, Devarshy R. Ganguly, Head of Marketing, Magicbricks, said: “The two new TVCs focus on important pillars in the home buying journey- home loans and expert advice & assistance; thus, reinstating our brand purpose that Magicbricks is a one stop solution for all property related needs. Through its succinct messaging, the campaign emphasizes how Magicbricks is committed to addressing customer challenges; thus enabling a hassle-free experience.”
Talking about the campaign, Ankur Suman- Partner & ECD- RK Swamy BBDO, said, “The campaign had to reflect the slice of life situations in a typical Indian family. So, we set the stories in relatable situations, be it with “property experts” in our families or the loveable sibling with annoying quirks. The never seen before casting of Aparshakti Khurrana as Ayushmann’s brother makes the creative all the more credible.”
Eveready Battery has released a new commercial with its signature tagline ‘Give Me Red’. The tagline symbolises both hi- octane energy and exhilaration. The new Give Me Red commercial has been created by Rediffusion Kolkata, led by creative director Aritra Bhattacharya and strategic support by Navonil Chatterjee.
Said Anil Bajaj, Business Head for Battery and Torch Business: “Eveready has always stood for the younger generation breaking traditional moulds of thinking. The latest Eveready commercial is fun. It is a bit of surprise and incredulity. Yet it has so much of endearment and brand proximity. The energy, enthusiasm & drive of the youth to be NOT just Ready, but Eveready for everything is captured in this campaign.”
Added Dr Sandeep Goyal, Managing Director, Rediffusion Brand Solutions: “Give Me Red is a cult campaign. We at Rediffusion are delighted to have remained part of the 30 years journey of the Give Me Red creative thought. The skydiving bride is the new shero. She is spunky. She is the new consumer – expressive and outwardly directed while being immensely self-confident and self-willed.”
Digital Refresh Networks, the creative and digital marketing solutions company, has won the digital mandate for Mukharochak Snacks. The tasks taken by the Digital Refresh Networks team are website development, social media, and Google ads.
Speaking about the association, Barin Mukherjee, Co-Founder, CEO, Digital Refresh Networks said: “Mukharochak has been a part of Bengal’s legacy for decades now. Not only that, but it has also been an integral part of our childhoods. Which is why it fills us with joy more to enhance their digital presence across content community and commerce. The partnership is almost personal. We are truly honored to bag this mandate and look forward to a long-term partnership with them.”
Lux Industries, the innerwear manufacturer, has launched a new advertisement campaign film for its brand ‘Lux Cozi’. The film features brand ambassador and actor Varun Dhawan. The creative agency is Ogilvy Mumbai, while the film is directed by Neha Kaul of Corcoise Films.
Speaking on the launch of the new campaign, Saket Todi, Executive Director, Lux industries said: “At Lux, we have always valued our consumers’ thoughts and behaviour more than anything. Their preferences and opinions have inspired us while their insights have helped shape our brand image and propelled our businesses in the right direction. This campaign is a testament to this ideal of ours. We believe that Lux Cozi as a brand must be dynamic and in sync with how the consumer is moving. Today’s consumer for Lux Cozi is looking for a happy zone and we hope that this advertisement film will bring a smile on the faces of our consumers.”
Added Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy India: “The purpose of an undergarment is to make one feel cosy and comfortable. It is not to increase the sexual appeal or body display. The new Lux Cozi film featuring Varun Dhawan achieves the purpose with dignity and grace. A film that no one will feel uncomfortable watching with the family.”
Said Neha Kaul, Director, Corcoise Films: “Filming with the bundle of energy – Varun Dhawan was a sheer delight. Discussions and jamming sessions with Varun were a great value-add and I am super delighted with the film.”
Bail Kolhu Mustard Oil, a brand of BL Agro, has launched a new campaign. The TVC advocates to equalise gender roles in the kitchen with tagline #RasodeMeinMardHai. It stars actors Pankaj Tripathi, Manoj Bajpayee and Nawazuddin Siddiqui. The advertisement was conceptualised and created by Leads Brand Connect.
Commenting on the launch of Bail Kolhu’s new TVC, Ashish Khandelwal, Managing Director, BL Agro, said: “Bail Kolhu is a long-standing brand with recall value rooted in consumers. So, our vision with the TVC went beyond generating brand lift and into advocating #RasodeMeinMardHai concept, and we couldn’t have found a better fit to champion the social cause than Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui. Their persona and journeys are very apropos of the initiative, which is why the message we wanted to convey comes out very naturally and effectively.”
Added Leads Brand Connect CEO Sanjay Srivastava: “Leads Brand Connect team came up with an extremely unconventional but necessary concept of “why should cooking be a woman’s job alone.” It’s a stereotype that is often represented in advertisements, and we wanted to break that chain while simultaneously supporting the idea that men should cook too. With Pankaj, Nawazuddin, and Manoj, we were able to bring that out without being on the nose about it and, of course, creating more recall for Bail Kolhu.”
Holi Hai. Bura Na Mano Holi Hai. And if it’s Holi, can Daag (dirt spots) be far behind. Despite the government’s proposed control and appeals from environment groups, it’s Holi after many years. So all are eagerly awaiting the day, ready for some fun and some Daag.
There is therefore no surprise that Surf Excel has extended its ‘daag achche hai‘ – a 17-year-old campaign insight with yet another Holi film in 2022.
Holi and Daag and detergent go hand in hand. After all, even the ignorant Hindu agrees that Holi is all about remixing-forgiving-cleaning and recreating the magic of relationship.
There is only that much advertising magic in ‘Daag Achche hain’. And the craftiness required to keep it alive with newer expression and intent is getting tougher with every passing year.
‘Jo rang bachpan lautaye, woh rang achhe hain‘. (Dirt spots that can bring back the childhood- are good)- a desire to bring alive the child within and enjoy childhood is a nice thought.
The mega-solution suggested by the kid in the film is unexpected and not of her age. A stretch of the imagination. Surf kids are an integral part of the films, and they have been significantly evolved and mature for their age. They are too woke. Childhood is hidden behind the tricky crafty twist and finding the solution to every problem.
The first time it did with the puddle, it was fresh and made you appreciate the thought. “Daag lagne se agar kuch achcha hota hai, toh daag achche hai na?(If something good comes out of staining, stains are good).’ It was definitely fresh.
Overall the new 2022 version does the job. Its cast, execution and straining vocal collectively make it a feel-good film. It does not evoke a wow and does not push the viewer to see the brand differently.
In the campaign journey, kids have played with dirt and stained their clothes, and in the process, they solved some problems. Remember the kid watering the pitch, the sack race buddies and the so emotional ad of the teachcher losing her pet.
All of them were wonderfully directed, and they mostly brought a smile to the face of the viewer. But, I am not sure if it has the same pull- surprise and engagement. The template of kids’ freedom to get dirty, the wokeness of the solution needs a mega uplift.
And the extensions at times open for debate and discussion. ‘Rang Laaye Sang’- the Hindu-Muslim unity raised many eyebrows, and questions were raised. And if such questions (Daag) are raised on such communication, I agree ‘Daag Achche hai’. Though I know, like the Tanishq ad, people will always rightly question if the reverse could have been true or even thought of.
One does appreciate some of the extensions of the campaign. ‘Agar ungli pe daag lagne se achhi sarkar banti hai, to daag achche hain’ . If the staining of a finger results in forming a good government, then the stain is good was good and is relevant even today.
Many may disagree with me- but then the daag of disagreement is achcha for further thinking. Maybe we have stretched the thought too far for too long.
Daag– Not A Flaw- But An Opportunity To Better.
Daag– the dirt stains symbolise imperfection- a defect- unwanted. Chaand pe Daag. The daag on izzat is defined by the Bollywood masala films. Wherever expectations are not met, Daag is imprinted. If the kid does not qualify in an exam- Daag on the family. If a movie does not run- a Daag on producer- actor- director’s career. A dent on the car- a Daag on its beauty. Pimple on the face- Daag on the face.
Daag may be as versatile as OSHO’s famous narration of the other four-letter word. Daag is just a flaw- temporary or permanent. And has always been an unwanted aspect of life.
Surf Excel have, in the past, done wonderfully well to remind that flaws only make her human. And that flaws/Daag/stains can be as transient as the stains on the cloth. That the flaws in relationships, in society, and may be in the individual attitude could be more than repaired- removed and amended. However, the brand should remain cautious of the dirt it refers to.
Some dirt should never be cleaned. It is an essential part of life, and it helps create society and retain human flaws.
Some emotions that the woke brands and intellectuals find archaic and unwarranted actually make life what it is. There is no point in practical life to be DEVTULYA- like God- and then even God has flaws. And somewhere, the kids and elders in Surf are so Devtulya that they make the consumer realise- Saab Daag Achche Nahi hai.
Style Note: Achche is spelt variously by people: Achhe, Achhe or an accented Achché. MxMIndia spells with with Achche. Here and in the Achche Din Aane Waale Hain line – Ed
OnePlus has unveiled a new TVC to launch their smart TVs – OnePlus TV Y1S and OnePlus TV Y1S Edge. The campaign features brand ambassadors, Shahid Kapoor and Mira Kapoor.
Addressing the campaign, Saurabh Kapoor, Head of Brand and Category Marketing, OnePlus India said: “We are delighted to bring the all-new campaign film in continuation with our partnership with Shahid and Mira for OnePlus Smart TV category. As a consumer-centric brand, we are constantly striving to deliver a seamless connected ecosystem experience, offering the best of smart TV technology to our users at more accessible price points. Shahid and Mira’s zeal in the campaign film perfectly matches our OnePlus community’s youthful spirit and passion for superior smart technology and we are confident that our community will enjoy this wholesome campaign film.”
Added Ishita Grover, Head of Marketing Communication and Government Relations, OnePlus India: “We are happy to be associated with Shahid Kapoor and Mira Kapoor yet again for our new OnePlus TV “Stay Connected. Stay Smarter” campaign film. With this campaign, our objective is to highlight the truly seamless, smarter connectivity experience that OnePlus TVs can provide with multiple devices at the same time. The newly launched OnePlus TV Y1S and Y1S Edge are an extension of our popular OnePlus TV Y Series which played a crucial role in driving our phenomenal success in the India smart TV segment. The new campaign film effectively highlights the effortless smart connectivity, power-packed Android 11.0, and other smart features that offer truly seamless smart home entertainment experiences to our users. We are positive that this collaboration will be well-received by our consumers in India and help us further deepen our bond with them.”
RR Kabel has launched its second TVC campaign featuring actor Akshay Kumar across TV channels
Commenting on the TVC, Kirti Kabra, Director, RR Kabel Limited said: “Our aim is to create awareness about the importance of choosing the right quality wires for your homes. With this campaign, we are trying to break the myth that fire is a lethal killer during an outbreak. Rather it is the toxic smoke emitted during the fire outbreak that leads to loss of life. At RR Kabel, we have always focused on safety with our products and we continue to do so by bringing innovation in our wires and cables’ technology.”
Dixcy Scott Innerwear for Men has launched new campaign ‘Body Language Jo Chha Jaye’. The campaign aims at showcasing superior product performance and the launch of diverse range of innerwear for men.
Said Parixit Bhattacharya, Managing Partner, Creative – TBWA\India: “The modern man knows manhood is not a destination, it is a journey in self-improvement and acceptance. Dixcy Scott’s new positioning and irreverent work there of speaks to this desire. By birthing the Body Language Translator, the brand pulls away from all known tropes of male underwear advertising and shows what Disruption in a category truly means. Here’s to the transitional man being comfortable in his own skin.”
Speaking about the new brand positioning and the concept of the campaign, Shekhar Tewari, Chief Category and Operations Officer of Modenik Lifestyle added, “With the launch of the three-part TVC, we have attempted to bring forth a fresh first-of-its-kind narrative in the innerwear endorsement segment. Drawing inspiration from consumer-insights and best-in-class integration of design and technology, the TVCs reiterate the brand’s principle of staying true to the consumer. We aimed at showcasing our varied product range, the interwoven benefits of comfortable innerwear on a person’s confidence levels and body language, and our transformed approach in brand positioning. While we are consistently working towards understanding and catering to our ever-evolving consumer needs, we are maintaining a seamless balance and precedence of both functional and emotional pay-offs.” Modenik Lifestyle Pvt. Ltd. is the post-merger entity of Advent International’s portfolio companies Dixcy Textiles Pvt. Ltd and Gokaldas Intimatewear Pvt. Ltd; the parent company of brand Enamor.
Bisleri brand Vedica has announced the appointment of actor Dino Morea as its brand ambassador.
Said Jayanti Chauhan, Director, Bisleri International Pvt. Ltd.: “Launching Vedica Himalayan Spring Water in a glass bottle has been one of my goals over the past decade. I am glad to have found a team, with whom I have a wonderful dynamic to create and launch this piece of art… We discussed on what the Vedica man would embody and therefore decided on associating with Mr. Dino Morea as I do believe he is someone who is truly #FullOfAltitude. I am extremely excited for the campaign which will help Vedica achieve new heights.”
Added Zafar Rais, CEO, MindShift Interactive: “Our inspiration for the campaign has been the beauty of the Vedica glass bottle. From it, we derived an omnichannel marketing strategy that was opulent. We shortlisted Mr. Dino Morea as the ideal Vedica Man and conceptualized an ad film that brought out the essence of a life #FullOfAltitude with Vedica.”
Spinny, a new age used car end-to-end platform, has launched its first national marketing campaign with the brand promise of “Khushiyon Ki Long Drive”. joy of adding a personal car in the journey of life.
Elaborating on the campaign, Suvid Bajaj, Head of Marketing – Spinny, said: “We are happy to launch Spinny’s first marketing campaign ‘Khushiyon Ki Long Drive’. It was a memorable experience to work with our Brand Ambassadors Sachin Tendulkar & PV Sindhu on this campaign. Sachin is our strategic investor as well and he was fully involved with our idea. It was lovely to see him interacting with the entire team, especially the children at the sets. His appeal across demographics was lovely to see. The idea of our campaign is to strike a chord with the young buyers and their life journey. Through this campaign we wanted to highlight the joyous story of millions of buyers, who work hard, save bit by bit and then invest in a car of their own. With Spinny’s strong focus and positive response to services, a film with PV Sindhu will be released as part of this campaign as well. Sindhu is deeply involved with Spinny as she started out as our customer and now of course a captain of Squad Spinny.”
Added Arun Iyer, CCO, Spring marketing: “A strong focus on unmatched customer experience is at the heart of Spinny’s success so far. Naturally, we wanted the campaign to revolve around the Spinny customer. Buying their first car is one of the most exciting journeys for a family. We have attempted to weave a relatable story of a family starting their aspirational journey with their first car, while also informing our viewers why Spinny is the best destination for a used car purchase. Having Sachin Tendulkar narrate the film brought a feeling of trust and reassurance to it, and we hope that our viewers love our campaign as much as we do.”
Holi Hai. Bura Na Mano Holi Hai. And if it’s Holi, can Daag (dirt spots) be far behind. Despite the government’s proposed control and appeals from environment groups, it’s Holi after many years. So all are eagerly awaiting the day, ready for some fun and some Daag.
Bisleri brand Vedica has announced the appointment of actor Dino Morea as its brand ambassador.