Tata Capital, the flagship financial services company of the Tata Group, has unveiled a digital campaign that encourages investors to use the digital wealth management app- Moneyfy. The campaign has a series of 3 short films themed around the ease of making investments with Moneyfy.
Speaking about the campaign, Abonty Banerjee, Chief Digital and Marketing Officer, Tata Capital said: “Our latest campaign focuses on how investing and customization is convenient through Moneyfy with everything accessible instantaneously. Using Moneyfy is a great way for Gen Z to dip their toes into investing waters. The app provides one with all the tools they require to make an informed investment decision. We’re sure the campaign will resonate with our audience.”
Ceat Ltd, the tyre manufacturer, is the new Official Strategic Timeout Partner for the second edition of Road Safety World Series 2022 (RSWS), the international T20 cricket league featuring national and international cricketing legends.
Said Arnab Banerjee, Chief Operating Officer, CEAT Tyres Ltd: “CEAT’s mission has always been to make ‘Mobility Safer and Smarter Every day’ and at the same time, we have a long association with different formats of cricket. We are delighted to be a strategic time out partner with RSWS, wherein the nation’s beloved sport focuses on road safety in India and globally. This cricket tournament will strengthen our commitment to make Indian roads safer for pedestrians and vehicles.”
The tournament will commence on September 10, 2022, which will witness eight teams, India Legends, England Legends, Australia Legends, West Indies Legends, Sri Lanka Legends, South Africa Legends, Bangladesh Legends, and New Zealand Legends competing for the coveted trophy.
Madison Media Infinity, a unit of Madison World, has won the media AOR for Polycab India Ltd. The account was won in a multi-agency pitch involving several rounds of presentations.
On this association, Nilesh Malani, President and CMO, Polycab India Ltd., said: “We are excited to partner with Madison Media Infinity as our media AOR agency and look forward to their expertise across the media spectrum which includes media strategy, planning, buying and partnership. This association will help us in our future growth and brand building.”
Abhik Banerjee, COO, Madison Media Infinity, said “In Polycab’s endeavour to be the leading electrical solutions provider, we’re pleased to join forces. Creating amazing work along with Team Polycab will be an incredible experience for us and we look forward to working with them on this journey of growth and success.”
Cold and flu brand Vicks launched a new campaign film for its Vicks’ Two-in-one Roll-On Inhaler where Samantha Ruth Prabhu joins Vicks brand ambassador Ranveer Singh.
Said Sahil Sethi, Category Leader, Personal Healthcare, Procter and Gamble Indian Subcontinent: “In India, Inhalers have been synonymous with Vicks. We are excited to have Ranveer and Samantha come together for the very first time, to share double benefits of Vicks’ Two-in-one Roll-On Inhaler in providing relief from both – a blocked nose and headache.”
Samsung Ads India, the advertising division of Samsung Electronics and TV manufacturer, has announced three new hires across its sales and finance team, including into the newly created analytics and insights manager role.
Abhinav Dhimam joins as Analytics and Insights Manager, Sahil Nanda also joins the team as Client Solutions Manager and Bushra Ansari assumes a newly created Finance and Business Operation Manager position.
Said Prabhvir Sahmey, Senior Director India and South East Asia at Samsung Ads: “Demand for CTV in India continues to grow, and at Samsung Ads we are focused on building a team that unlocks CTV’s full potential for advertisers in India. The new additions to the team we have announced today, bring with them valuable expertise that will further our expansion, and position, in the market.”
AI Logistix, a logistics startup that aims to solve day-to-day logistics and supply chain issues, using intelligent systems and processes, has announced that it is looking at a rebranding exercise that highlights its vision, mission and motto. It will now be engaged in ‘Green deliveries with Zero Carbon emission’. Hence while the name remains the same the logo colour is now green.
According to Abdul Khadeer, Founder and CEO, Wayne W Dyer, the motivational coach said: “Change the way you look at things and the things you look at change”. As a Founder & CEO when we started AI Logistix, the idea is to bring change in logistics through our intelligent systems and thoughts we discuss in our meetings. One such meeting was with my Co-Founder Mamata Reddy was why not optimize the last mile delivery. When we used to see Zomato or Zepto or Big Basket riders working so hard to earn their livelihood through rent bikes and spending so much on Petrol, we felt like why can’t we become their partner in their growth by giving them a chance to work hard without any other worries and that’s how we have planned to become “your LAST sMILE delivery partner” with green Deliveries as it saves huge cost to the companies as well. Zomato says red outside, Green Inside… we say ” we have changed ourselves from Red to Green”
Motilal Oswal Financial Services Ltd (MOFSL) has launched a campaign to promote its new app, Research 360 – a financial market research and analysis platform.
Speaking on the film, Varun Mundra, Vice President, Brand & Product Marketing, said: “Taking our Phygital promise ahead, Research 360 takes advantage of Motilal Oswal’s expertise of 35 years in the equity market and democratises access to solid research. Through this film, we have tried to build strong awareness to why one should research before and not after investment that helps them take informed decisions that are right for them.”
On special days we see brands releasing communication celebrating the specific day. People take to social media and flood it with messages. Some are relevant and thoughtful, but most of them are a rehash of some old thought. These special days are usually around religion, region, festivals, birth and death anniversaries, historical milestones, politics, events, sports, or anything else that is topical or tactical.
In the case of certain special days, brands have the opportunity to present their point of view. For some categories, these days open a window of customisable unique advantage to relate to their wider audiences. Like Valentine’s Day for romance, love, care, and Chocolates. Father’s Day for all the relationships and cheeky messages from condom brands. Teachers’ Day for the education and coaching category.
Unfortunately, most brands fail to exploit the opportunity and end up doing lip service. The stale jokes and the repeated unexplored strategic focussed messages make no sense.
Yes, one understands but fails to accept the statement that after so many years of brands trying to explore these days, there is no new thought possible. Maybe it is true. Perhaps, all nuances around them have been explored, if not fully exploited. However, it tells us that to make a difference and impact, brands better roll up their sleeves and think deep, and even if it’s an old thought- freshen it in execution. Otherwise, the energy and resources are misdirected, and there is a colossal waste of effort and energy. It is, in fact, true about most special days.
Here is what happened with Teacher’s Day.
Navneet Education- #Trforteacher
Navneet Education wants to roll out a petition so teachers could use Tr as a prefix identifier, just like a doctor uses Dr, Engineers use Er. And so on. Not a bad idea, but not the first time. Though the execution style of ”We asked few people is so jaded, it is not impactful. Though the brand did float it across Facebook, Instagram, and Twitter with all the possible hashtags, this was one of the best efforts of the day- it is itself making an example.
Day in a teacher’s life.
Teachmint showcased what a teacher’s day looks like and what keeps them going. Presenting Teachers as the heart of schools. The brand wants everyone to join in showing love for Teachers, and, yes, again, there was this hashtag barrage- as if the brand was unsure what would really work.
CONTINUOUS LEARNING- BYJUS
The biggest online and now hybrid coaching – created the not so unexpected – learn at every stage campaign. It had decent success with huge views. A simple thought of learning being a journey with multiple pit stops but no destination. Teachers learn something new at every turn, with the flip of every page, on a cold night or a tough day. Celebrating the biggest student through it all, the one that never stops learning – a teacher. It is not the best way- but at least in sync with their brand communication. Candid Teacher, the earlier communication by Byju’s, allowed students to ask questions. It was more fun and playful- maybe with more impact- however, the treatment left much to be desired. You expect a brand like Byju’s to do far better.
CLASS PLUS
In 2020, during the [andemic, Class Plus celebrating teachers’ efforts was a friendly communication- topical and relevant. How teachers shifted to online, sharing their wisdom and knowledge. And slowly inserted the message that they have helped more than 1 Lakh+ teachers to grow during the lockdown. #EmpoweringTeachers to grow. Earlier, Class Plus had also communicated about the hard work teachers put in. The sweetness they bring, the care they undertake and the conduct they display. This and more define how kids learn to view the world in their own right. They really make the world a better place to learn. Unfortunately, another good idea could have been far better executed.
FILTER COFFEE TEACHERS
Better in all this seriousness is the cheeky Filter Coffee communication- types of teachers you can relate to. There is fun and sincerity; the episode reminds you of some teachers and expands the audience range.
OTHERS BRANDS
Then other brands tried to take advantage and, according to their efforts and resource, hugely mismanaged the show. For example, Orchid International trying to communicate that Teaching is the profession that teaches all the other professions. Orchids wishes happy teachers’ day. Or the learnapp rehashing the ever-safe formula of teachers moulding the students. And Himalaya Baby Care with many views trying to exploit the overhyped and most basic thought of parents as a teacher. Extramarks, the leading teaching app for K-12, promotes its functionality. And even Bandhan Bank went into drive telling us we have teachers all over and the opportunity to learn. Maybe a wasted opportunity or a non-strategic move. And if you have to watch- do watch this from Naya Educator– very apt work on teachers’ day. It is functional, relevant and a tribute too.
NET-NET
Special days allow the brands an opportunity- to define or strengthen their relationship with the stakeholders in their ecosystem. However, to exploit the possibilities, brands need to believe in the strategic importance of the special days and not treat it as another item to be ticked.
It is advisable for a brand to not waste time and resources on some poorly executed, half-baked communication.
Indian culture and mythology are full of Guru Shishya parampara. There are rich anecdotes that the brands can use if they are willing to deep dive and really believe in the strategic importance of special days. Unfortunately, one has hardly seen any brand use this rich heritage.
CHALTE-CHALTE
Here is an ad from Raymond’s that seemed to me as one of the best functional synergistic Teacher’s Day ad.
Lead, the school edtech company, has launched a new digital campaign that acknowledges the selfless efforts and aspirations of parents for their children. Conceptualised and produced by TBWA India, Lead’s latest digital film ‘#SaluteToParents’ is directed by Piplu Khan of Potlibaba Media House.
Said Anupam Gurani, Chief Marketing Officer, Lead: “A parent does whatever it takes for their child’s growth and seeks nothing in return except for their children to be happy and successful. LEAD’s #SaluteToParents campaign is an ode to parents who make myriad sacrifices each day to ensure the very best for their children. A parent’s journey is a marathon, not a sprint; and LEAD salutes the contribution of parents towards shaping a future generation of confident and successful individuals.”
Added Parixit Bhattacharya, Managing Partner, TBWA\India: “There is an old saying, ‘Parents are the bones on which children cut their teeth.’ Such is the incomparable sacrifice parents make to bring up their children. With this film, LEAD sends out a hug to all the parents in the country who silently make sacrifices every day to make their children wake up to a better future.”
Cadbury Dairy Milk has rolled out an all-new campaign that urges people to treat and embrace other’s happiness and achievements with a big heart.
Said Anil Viswanathan, Vice President – Marketing, Mondelez India: “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness. Taking a step forward in the same direction, our latest effort reiterates the meaning of ‘Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye’ by urging individuals to share others’ happiness with a big heart and make their ‘meetha’ moments even more special. Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their own realities and create shared moments of happiness.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign on Cadbury Dairy Milk. This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but in others happiness too.”
Sebamed, the German personal care brand, has launched a digital campaign for its hair care portfolio. The brand partnered with actor Arjun Kapoor to educate consumers about the role of pH 5.5 in better hair care.
Commenting on the same Jaydeep Shah, Marketing Head for Sebamed brands in India said: “Hair loss and dandruff are among top concerns for both male and female consumers. Through this campaign we are addressing the needs of discerning consumers, by providing an option to consumers to try Sebamed’s scientifically superior products. We are confident that our differentiated messaging and conversations around hair issues will resonate well with our target audience.”
Godrej & Boyce, the flagship company of the Godrej Group, rolled out a new film campaign to observe National Engineer’s Day (Sept 15). Conceptualised by Creativeland Asia, the film pays tribute to the diverse engineering streams which are vital in building the nation.
Commenting on the film, Mehernosh Pithawalla, Senior Vice President and Head of Brand and Strategic Insights, Godrej & Boyce said: “Engineers use their ingenuity to creatively find solutions and innovate with passion. Godrej & Boyce, an engineering conglomerate has been pioneering progress for generations credit to our engineers who believe in making the world better. From preserving the planet, to creating solutions that enable healthier lives and even supporting the country’s infrastructure the engineers at G&B have done it all. Through this film, we celebrate the contribution of every engineer who works tirelessly towards building the nation, preserving the planet, and enriching our lives, every day.”
On special days we see brands releasing communication celebrating the specific day. People take to social media and flood it with messages. Some are relevant and thoughtful, but most of them are a rehash of some old thought. These special days are usually around religion, region, festivals, birth and death anniversaries, historical milestones, politics, events, sports, or anything else that is topical or tactical.