By Our Staff
Somany Ceramics Limited has launched a new campaign to celebrate its 50th anniversary. To mark the occasion, a multi-lingual brand anthem has been developed with company’s advertising agency Law & Kenneth Saatchi & Saatchi (LKSS).
Noted a communique: “The ‘anthem’ Zameen se Judey has been released for deeper connect with audience. It has been sung and performed by Indian Idol winners Pawandeep Rajan, Arunita Kanjilal and Shanmukha Priya.”
By Our Staff
Himalaya Wellness Company has launched a new campaign for its neem facewash explaining the science behind pimples and how to solve them.
Commenting on the campaign, Rahul Panchal, General Manager – Skin Care, Himalaya Wellness Company, said: “Himalaya has been a pioneer in offering safe, effective, and trusted skin care solutions for decades. “Every Himalaya product aims at solving consumers’ day-to-day personal care problems, and this vision embodies the brand’s mission of bringing Wellness in every Home and Happiness in every Heart. Himalaya Purifying Neem Face Wash is one of our flagship skin care products that has gained trust of crores of Indians to discover ‘pimple-free healthy skin’. With this new campaign, our aim is to educate the consumers and bring to forefront the scientific proof of our efficacy-superiority over the regular face-cleansers.”
Added Sumanto ‘The English Nut’ Chattopadhyay, Chairman and Chief Creative officer, 82.5 Communications India: “The story of Didi advising Chhutki on how to get rid of her pehla pimple works so well for the brand, we want to stay true to it, gently evolving it over executions—just as gently as the brand works on skin to heal pimples. The petal test is the latest edition of our communication. It’s fresh. And it’s convincing.”
By Sanjeev Kotnala
I love brands that are consistent in their communication. And really appreciate brands using humour without missing the point and amplifying the proposition. The audience rarely consumes media for advertising. Hence, if the brand communication can deliver the message with humour, it may be better received.
I remember the series of It’s Different ad series by Maggi Hot and Sweet sauce way back in late 1980s and early 90s with Javed Jaffrey. It retained humour but did not pack the same punch when it was revived with Nawazuddin Siddiqui and Javed Jaffrey or with the Imli Pichkoo ad again with Jaffrey. Additionally the older generation would remember Doobara nahi ppoochna– Chloromint or the brilliant ads of HappyDent.
In the recent past, Policy Bazaar using the Devdoot to decide who would go to hell or heaven was well-appreciated. And then there was Shetty OLX used car series. OLX leveraged the well-known and hugely followed act of Rohit Shetty blowing cars in movies. So, OLX offering the best price for a used, be it a ‘Ghoomti Hui Car; ‘Boombastic Car’, or any other, becomes so relatable. The casting of Sharman Joshi as the insurance salesman/agent adds to the impact. The proposition remains ‘best-price’ for pre-owned cars and the ease of selling. Time the confidence of buying a pre-owned vehicle from OLX is also addressed.
https://youtu.be/Q3qV-jmJykc
What3word 3×3 Matrix
What3words is a location-based technology app dividing the whole world into a matrix of 3m x 3m squares. And thus provides a more accurate address. The brand uses Vijay Raaz as the person giving directions to the delivery boy in his overused style. We know how long and convoluted Indian addresses are and how difficult it is to provide the right direction. The conversation between Vijay Raaz and the delivery boy trying to follow is relatable. The problem is solved in the end with the use of what3words.
Swiggy Rasogula Waale Uncle
Swiggy has used the Rasogullawaale uncle smartly across the years. And the humour of the situation is not lost on people. The faster delivery, simple single item delivery and other messages are an integral part of the story. And then, in Swiggy Instamart, the delivery speed is amplified using humour- be it a soap or watching the match in peace.
Flipkart Superwoman
After a long time, Flipkart seems to have got their communication act right. And they hopefully have been able to get out of the overused creative device of Kids masquerading as an adult. It was losing steam. Alia Bhatt is the Flipkart superwoman helping the citizens and talking about 1-hour delivery for white goods! Though the idea is a bit stretched, it works.
Cadbury Fuse Bhari Khali
However, the Khali ad of Cadbury’s fuse is humorous. And the rationale of Bhari Bhook- Bhari Hath- and bhari– loaded Cadbury fuse is a bit stretched. The humour stops working when you have to explain the whole premise of your communication.
Cred Takes The Cake
While discussing these, I would include the Cred TVC across the years – and here, I am not referring to motivational severe, experiential or behavioural Cred videos. The Cred ad featuring Ravi Shastri was a class act.
https://youtube.com/watch?v=vLHpfulLcUE
Net-Net
A humorous approach to brand message tends to keep it more relatable, engaged and maybe better remembered. If given a choice between a logical rationale full of brand support facts and a humorous, playful story around the brand- we know what the right choice is.
Not-so-humourous – The creative burnout
Some days back, an early morning WhatsApp message pushed me to watch Kill Your Darlings. It is a documentary film about the world of modern advertising and the creative talent defining it. Presented by ‘togetherr’, produced by Drive Studios and directed by Adam Bonke and Christian Bonke. It is a journey through the eyes of a young female creative and interviews with advertising legends, creative marketers and new talent in the creative industry. The voices were clear in their point of view on where modern advertising with the existing agency-client model is in problem. Almost all talked of the pressure, business, margin and the need to work freely as a team. The resulting suffocation due to demands where they end up almost like slaves! A few still believe it is the broken agency, not the model of providing creative solutions. That the networks are under pressure and hence it may not be the most fun with clothes on- is a result of it. Think everyone in advertising – marketing should watch this video.
By Our Staff
Sandu Pharma, manufacturers of ayurvedic medicines, has collaborated with digital marketing agency, Vavo Digital.
Speaking on the collaboration, Neha Puri, CEO & Founder, Vavo Digital, said: “It is a matter of honour to not only be associated with a brand like Sandu Pharma but also be a catalyst for their marketing campaign with a fresh outlook. We have the advantage of working with the pioneers of the Ayurveda industry and help propagate the ideology and benefits of the age old ethnic medicinal practice to the current generation of our nation. We look forward for creating and designing effective campaigns for Sandu Pharma and delivering the key message to the end user.”
Added Shivani Sandu, Marketing Head at Sandu Pharma: “Our interaction with Vavo Digital helped us explore a new form of marketing on the social media platform Instagram. The proposed plan was to undertake influencer marketing via influencers appropriate to the brand and the product at hand. The research behind the campaigns were detailed and noteworthy. The target brand values and target audience were in tandem and thus helped achieve desired results. The team at VavoDigital is young, eager to put out the best possible campaign and values time.”
By Our Staff
Parle Products, manufacturers of biscuits and confectionery, has launched new campaign for its Parle Marie. The campaign has been conceptualized and executed by Thought Blurb Communications builds on the Parle Marie brand’s foundations in the Bengal market.
The three-film campaign addresses a broad demographic of young and old, men and women and are all represented in the films. It spans the width of the populace which has one thing in common. Held by the same social thread that ties and binds all ages and segments of society.
Said Mayank Shah, Senior Category Head, Parle Products: “In a nation as vast as ours, each region has its own voice, values and ideals. A generic message addressed to the entire country may not always take root. Speaking to each consumer in his individual language, in idioms he understands and in surroundings that he is familiar with, is a far better option. The new campaign is in line with Parle’s belief in regional marketing, speaking in the voice of the local population, using subjects that are deeply relatable, and in a tone that is immediately understood.”
Added Vinod Kunj, Chief Creative Officer and MD at Thought Blurb Communications: “The strategy is as elegant as it is simple. Insert the brand into the social fabric and become part of the consumer’s conversation. Then you can accompany him through his life’s journey with occasional brand reinforcement. Too often, we have to confront the consumer and try to change his preferred brand and habit. But in this case, we are simply building another storey over a home with a strong foundation.”
By Our Staff
Godrej Consumer Products Limited (GCPL) has unveiled Godrej Magic Bodywash, a ready-to-mix bodywash at Rs 45. Actor Shah Rukh Khan has been roped in as brand ambassador for Godrej Magic Bodywash and will feature in a mass awareness campaign.
Commenting on this launch, Sudhir Sitapati, Managing Director and CEO, Godrej Consumer Products Ltd (GCPL), said: “Sustainability is core to our strategy. In doing so, we are committed to make amazing quality products at accessible price points… We are pleased to announce Shah Rukh Khan as the face of Godrej Magic Bodywash. We roped in a celebrity for this product to ensure we create awareness around plastic, carbon footprint and upgrade bathing experience of soap users.”
By Our Staff
R K Marble has launched a campaign conceptualised by Mullen Lintas featuring Anushka Sharma.
Talking about the campaign, Vikas Patni, Managing Director of R K Marble said: “Over the past 33 years, we have built a legacy of trust through our transparent practices. We hope this campaign nurtures that trust, helping the end customers experience complete peace of mind while building their dream homes.”
Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “In a category that lacks transparency and is highly commoditised, R K Marble is one player that offers fair and fixed price, across the wide variety of marbles, to its consumers. We wanted to break away from the rest and take a definitive positioning that is ownable in the long term.”
https://youtu.be/2x6VyaeLDnA
By Our Staff
We received this update from Wunderman Thompson Kolkata on a new film it has conceptualized for Tata Steel called Raahi. It tells the story of an LGBTQIA+ individual, shunned by society but who is accepted by colleagues.
Commenting on the film, Jaya Singh Panda, Chief Diversity Officer, Tata Steel Ltd., said, “As a company, our objective has always been to drive diversity and build a benchmark workplace. The inclusion of LGBTQIA+ people in the Tata Steel workforce is a step in that direction. The film urges us to accept everyone and create an inclusive workplace where equal opportunity is provided to all.”
Commenting on the film, Animesh Roy, Chief Services & Solutions – Tata Pravesh, Tata Steel Ltd added: “Tata Pravesh has always stimulated people, making them think about issues that impact society. The film is the latest addition to a series of communications from the brand over the years which attempt to open the doors of our mind. It prompts us to ensure our LGBTQIA+ co-workers feel that we care, urging us to be empathetic and supportive.”
Commenting on the creative concept, Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, said, “We need to be sensitive towards our LGBTQIA+ co-workers and make them feel welcome at the workplace. This film encourages us to make them feel at home as our colleagues. It teaches us to build relationships based on love and respect, regardless of gender, so that no one ever walks alone.”
By Our Staff
BrandMusiq, the sonic branding agency, has developed a sonic identity for SBI Life Insurance.
Speaking on the new sonic identity, Ravindra Sharma, Chief of. Brand, Corporate Communication & CSR, SBI Life Insurance Co. Ltd. said: “Today consumers have realised that insurance forms the very foundation of any sound financial plan, which safeguards families in difficult times. SBI Life’s new sonic identity plays on this realisation and the intrinsic need of consumers to financially safeguard their families, to ensure that they stay in a joyful mode. The sonic identity beautifully captures and blends the core emotions that the brand evokes; inspirational, joyful, caring and empathetic. We hope that SBI Life’s new sonic identity inspires individuals to liberate themselves in pursuit of their dreams, by securing the needs and aspirations of their loved ones.”
Speaking on the sonic approach for the identity, Rajeev Raja, Founder & Soundsmith, BrandMusiq added: “We use the science of sound and music to evoke the brand’s desired persona and emotions. Our insights worked really well on the brand. Complementing the brands image, we created a caring and empathetic sound, balancing that with a feeling of joy and inspiration in the choice of the melody and the rhythm. At, BrandMusiq we always try to bring out the soul of the brand in the sound to create recognition as well as a strong emotional bond with the brand”
By Our Staff
Thums Up, the Coca-Cola homegrown cola brand, has unveiled a new campaign commemorating 75 years of India’s independence. The campaign #HarHaathToofan presents an ode to inspirational people whose hands have built India over the years – who are true beacons of our nation’s pride, notes a communique.
Announcing the new campaign, Tish Condeno, Senior Director, Sparkling Flavours Category, Coca-Cola India and Southwest Asia said: “As one of the iconic homegrown brands of India, Thums Up has always stood for values of strength and resilience. Thums Up’s 2021 #PalatDe Campaign, in partnership with Olympics & Paralympic Games, gained immense love and appreciation. This year, Thums Up celebrates 75 resilient years of India’s Independence, with a special #PalatDe campaign about the many hands that have been building India. We are proud to partner with multiple inspiring individuals from India who have made the country immensely proud over the years – Sourav Ganguly, Avani Lekhara, and Nikhat Zareen, among many others.”
The #HarHaathToofan film has been conceptualized by Ogilvy. Commenting on the creative insight behind the campaign, Ritu Sharda, Chief Creative Officer, Ogilvy India- North, said: “For the last 75 years, whenever the naysayers have doubted India’s potential, the hands of the nation have come forward and done a #PalatDe, turned them upside down. Thums Up is one of the nation’s most iconic brands and has the famous ‘thumbs up’ hand as its symbol. So, on this occasion of 75 yrs of Independence, we’re proud to transform this hand to the many hands that are Toofani. And it comes together beautifully in our campaign #HarHaathToofan.”
By Our Staff
PNB Housing Finance has rolled out two short films to ease concerns of customers while taking a home loan. The campaign has been created by Daiko FHO advertising agency, the creative partner of PNB Housing Finance.
Notes a communqiue: “The ‘Home loan lo, sar dard nahi’ campaign establishes how home loans from PNB Housing Finance are easy to live with. The films inform viewers about PNB Housing Finance’s home loans that come with attractive interest rates and longer tenures. In the first film, an SME business owner is browsing property online and a particular home catches his attention. Whereas in the second film, a young couple is seen at a sample flat. Impressed with the house, the wife is excited and eager to buy the flat.”
https://www.youtube.com/watch?v=X35b2Pv7DNM
By Our Staff
Probus Insurance Broker, an ‘insurtech company’, has announced a new digital ad campaign titled ‘Aapka Saathi, Aapka Saarathi’.
Speaking about the campaign, Rakesh Goyal – Managing Director, Probus said: “This is a huge milestone for us as it’s our first TVC that goes live. The central theme of our campaign remains Insurance Advisor (POSp). Undoubtedly, they are the backbone of our industry. Despite their role as a strong link between the firm and the customer, developing trust and providing need-based solutions to each client, intermediaries are stereotyped and undervalued in the industry. With this campaign, we aim to enlighten people about their role, impact and their value proposition by presenting for who they truly are,”
Describing the thought behind the TVC, writer, director and film-maker Ashish Pandey said: “In a world marked by dotcoms, the TVC effectively shows how the InsureTech Industry is also about people and not just technology. The campaign highlights the concept of ‘human touch, the healing touch’, accentuating the role of the trustworthy advisor, the protagonist who is sensitive to the needs of the insured. We have made the film realistic taking inspiration from several real-life scenarios of our Insurance Advisor (POSp).”