MxMIndia

Category: PRODUCTS

  • Ashish Sinha Appointed as Country Head, India, to Lead New Office in Bengaluru

    Epsilon announces launch of India Ops

    By A Correspondent

     

    Epsilon, the global leader in creating connections between people and brands, announced its operations in India. The India office located in Karle Town Centre, Bengaluru was inaugurated by Neil Walsh, Senior Vice President, Shared Services, Epsilon and Ashish Sinha, Country Head, Epsilon India along with other dignitaries such as Senior Vice President of Global Delivery Services, Sam Gourley and Senior Director of Global Delivery Services, Amit Saxena.

     

    An all-encompassing global marketing company, Epsilon harnesses rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results clients require. Today, Epsilon supports hundreds of clients including 15 of the world’s top 20 brands, helping them find, acquire and retain customers.

     

    Recognizing the immense technology talents in the country, Epsilon has created a new India chapter setting up operations in Bengaluru—the technology hub of India. Associates in India will play a key role in providing insight and strategy support for Epsilon’s global clients focusing on strategically combining rich data, analytics, creativity and technology, to create powerful marketing campaigns.

     

    Speaking on the occasion, Neil Walsh, Senior Vice President, Shared Services, Epsilon said, “We are extremely excited about our new beginnings in India. We have recruited a wonderful team of talented associates, under strong leadership, in Bengaluru, who will help us develop the optimal approach to servicing our clients on a global scale. Epsilon is committed to bringing global best practices to our employees in India as well as investing in and developing our talented associates. We all are excited to begin a new phase in this amazing workplace.”

     

    Ashish Sinha, Country Head, Epsilon India added, “The new frontiers and opportunities for innovation make it an exciting time for all of us. Our team is thrilled to work with some of the top global brands and help them execute on new market opportunities. We believe that the Epsilon brand, our opportunity in the market, our relationships with our partner ecosystem and the evolution of our leaders will take us to the next level.”

     

    With numerous industry accolades across the company’s offerings, Epsilon is the market leader for email, data, loyalty and digital marketing. Epsilon currently employs over 100 associates in India and plans to continue to grow the number of associates in the Bengaluru unit over the next several years.

  • The campaign establishes connect with the consumers and presents a modern brand image for Polycab which helps to build a cohesive brand recall amongst the masses

    Polycab sticks to ‘Connection Zindagi Ka’ proposition in new campaign

    By A Correspondent

     

    Polycab has launched a new TV campaign highlighting the power savings offered by its house wires. The campaign emphasizes on the fact that people tend to waste electricity subconsciously; it presents a proposition about how replacing ordinary wires with cost effective safe and quality wires from Polycab can provide upto 25 per cent power savings.

     

    Talking about the TVC, Shashank Pore, Chief Marketing Officer, Polycab Wires, said “The human insight that we have used in this tvc is very contemporary and reflects a forward thinking positive mindset. We can’t change our near n dear ones’ habits as we love them and want to give them their space.” This insight has been dovetailed into a powerful communication that delivers a functional message in a crisp humane way.”

     

    “With the launch of this campaign we intend to take our brand promise ‘Connection Zindagi Ka’ to the next level. In this campaign we have taken an everyday scenario in a family where the head of family is trying to save. Today safety is hygiene and what consumers expect beyond safety is savings. Also in the face of escalating electricity costs the consumer stands benefitted by using Polycab wires.”

     

    The campaign, directed and launched by RK Swamy BBDO group highlights the vision of Polycab to provide happiness to consumers and aptly drives home the message ‘Connection Bachat Ka, Connection Zindagi Ka’.

     

    Commenting on the campaign, Sangeetha Narsimhan, ECD West, RK Swamy BBDO said, “The idea behind the campaign is to address the casual approach of our family members towards the electricity. In the day-to-day lives, our family members tend to waste electricity without thinking and though their habits can be irritating at times, but we love them and they are irreplaceable. We felt that Paresh Rawal is an exact fit of a person who can project a very affable, positive and light hearted face to an otherwise serious category. The campaign effectively captures the essence of our core brand promise and is summarized in the payoff line ‘Connection Bachat Ka, Connection Zindagi ka.”

     

    The campaign establishes connect with the consumers and presents a modern brand image for Polycab which helps to build a cohesive brand recall amongst the masses.

     

  • This festive season, Dell's television commercial inspires the sentiment of goodness which prevails through festivities, seeing Indians reach out and share the joy of celebration in order to spread the festive cheer

    Dell unveils #ShareTheJoy campaign for the festive season

    By A Correspondent

     

    Dell India has launched its new TVC conceptualized especially for the Indian customer’s festive spirit. With its digital premier going online on September 20th, the TVC will be airing in 5 different languages from October 10, 2015 across leading English, Hindi and other regional entertainment, movie and music channels. This festive season, Dell’s television commercial inspires the sentiment of goodness which prevails through festivities, seeing Indians reach out and share the joy of celebration in order to spread the festive cheer.

     

    Conceptualized and executed by GREY group, the Dell festive TVC brings alive Dell’s message to “#Share the Joy” using the power of technology, because “Baantne se hi khushiyaan badhti hain” when it comes to the togetherness which is central to the Indian festive season. It brings alive the viral nature of festive cheer, and how technology can play an active role in multiplying the effect of a good deed by inspiring others to follow, both in reality and in the virtual world.

     

    The TVC begins with a young man who is unable to go home for the festival of Diwali, and he shares his disappointment on his social network using his Dell laptop. His friends respond by showing up at his home to include him in the festivities and make the celebration extra special. A woman witnesses this small act of goodness on social media, and decides to book tickets for her household help using her Dell desktop in order to reunite him with his family during the festivities.  A brother-sister duo gain inspiration from this gesture, and include children playing on the street in the festivity. They project a life-sized live stream of the celebration of Dussehra onto a wall nearby so the children can enjoy the celebration.

     

    Dell powers the technology which facilitates the social nature of happiness and showcases how its range of devices – desktops, 2-in-1s, All-in-ones, Laptops and Projectors – act as enablers which can aid customers to #sharethejoy.

     

    The Dell “Share the Joy” festive campaign will have a 360 degree impact – across all media with television, radio, print, OOH, Cinema and digital activations. The TVC campaign will be ably supported by social engagement especially on Twitter and Facebook. The aim is to encourage more users to share their stories of how they #Sharethejoy and inspire others to follow suit.

     

    Ritu Gupta, Director, Marketing – Consumer & Small Business, Dell India said: “We believe in empowering our customers to stay connected with their loved ones and share their special moments, using the power of our versatile technology solutions, and aim to be present on occasions that matter to them. The festive season in India not only entails coming together with family and friends to celebrate, but there is joy and contentment when you share that joy with others. What better season than festive to demonstrate how technology is at the core to enabling this feeling. It could be spreading happiness through good deeds or thoughtful gestures, and it further encourages others to share the joy of festivity and goodness. The concept of #ShareTheJoy recreates the sentimental value of festivity, as we seek to celebrate with our customers and watch the happiness grow.”

     

    “Festivals are all about festive spirit, which brings out our best selves and creates a stage for us to spread cheer among others. Any act of niceness is inspiring and has a cascading effect. And with technology, we can share the joy like never before,” said Ram Jayaraman, Senior Executive Director, GREY Bangalore.

     

  • Extends association with Mahendra Singh Dhoni as its Brand Ambassador

    Orient Electric’s new brand campaign urges all to switch to LED lighting

    By A Correspondent

     

    Orient Electric, part of USD 1.6 billion diversified C K Birla Group, has launched an integrated brand campaign for LED Lighting. The campaign featuring Mahendra Singh Dhoni urges Indian consumers to shift completely from conventional to LED lighting and highlights the ability of Orient Electric’s LED lighting to offer significant savings on electricity bills. With the launch of the campaign, Orient Electric is also expanding its portfolio of LED lighting to reach out to the mass market.

     

    Explaining the rationale behind the TV campaign, Rakesh Khanna, Chief Executive Officer, Orient Electric said, “Today, consumers understand and accept that LED is a superior technology, runs longer and consumes less power. However, many of them are yet to switch lighting at their homes and office to fully LED. This is depriving them of real benefits and maximum savings on their monthly electricity bills. Through this campaign, we want consumers to adopt LED lighting more holistically. Our new range of LED lighting products is also in line with this thought and reflects our confidence in the potential of LED as the future of the industry. “

     

    Alok Lall, Executive Director, McCann Worldgroup said, “With the increased competition in the home lighting space, not only was a strong proposition required, but also a creative that’s cutting edge to break through the clutter. McCann Worldgroup has attempted just that, with its unique treatment and tone of voice that is sure to get heads turning in the marketplace and get Orient Electric and its LED lighting range noticed. In addition, the usage of celebrity is also a break from the mundane, where the chemistry of our star character ‘Chikki’ along with M.S. Dhoni plays a big role.”

     

    Puneet Dhawan, Sr. VP and Head of Lighting Business at Orient Electric said, “Today, lighting is not seen as a product but as a wholesome package where design, aesthetics, functionality, efficiency, output, longevity, all come together. In India where voltage fluctuations and umpteen variables play a part, it is important that we develop products that meet market requirements. Our LED products are designed to withstand power supply variations in a much better way which adds on to the life of the product. Our established competence centre works on various elements but largely focuses on the electronics and design of drivers and PCB for LED products. The new LED lighting range is in line with our brand promise to provide smart and innovative lighting products which delight our consumers. Besides consumer lighting solutions, we have also added a new range of outdoor lighting solutions covering Streetlighting, Floodlighting and Landscape lighting applications. We are making strong inroads into the LED lighting segment and this campaign will reinforce our definitive positioning.”

     

    The TVC will run for four weeks and will be strongly flanked by print and radio advertisement and active engagement through digital touch points.

     

  • L&K Saatchi & Saatchi won the account in a multi-agency pitch on the strength of its strategic and creative approach

    Hamdard assigns creative duties to L&K Saatchi & Saatchi

    By A Correspondent

     

    Keeping pace with the changing times and market needs, Hamdard Laboratories Company invited various agencies for a pitch and were reviewed on the relevant work credentials, understanding the brief and task in hand, strategic approach and creative route presented.

     

    L&K Saatchi & Saatchi won the account in a multi-agency pitch on the strength of its strategic and creative approach and was awarded the creative duties for brands like Roghan Badam Shirin (almond oil), Traditional medicines, Cinkara, Naunehal Gripe Syrup and Corporate Communication duties.

     

    Speaking on the development, Mansoor Ali, Chief Marketing Officer, Hamdard Laboratories said, “Hamdard is a iconic brand which has a rich legacy of over 100 years enjoying a huge consumer base in India and abroad. Leveraging its heritage and catering to modern day consumers, Hamdard is now geared to expand and innovate keeping wide product offerings and modern day consumers in mind. Hence a fresh approach and a strategic direction from our creative partner was critical for our brands. After a detailed evaluation, we finalised L&K Saatchi & Saatchi as our creative partner who we felt understands and shares the same passion with us.”

     

    Anil Nair- CEO and Managing Partner, L&K Saatchi & Saatchi said, “We see immense opportunities in working on these categories. Hamdard’s exciting product mix is indeed a challenge and delight to work on. Keeping a fine blend of traditional with modernity, old with new, young with old, Hamdard as a brand gives our creative thoughts a new dimension that is very satisfying.  And hence our creative strategy is completely in sync with Hamdard reoriented marketing strategy which we hope should culminate into great results in the market.”

     

    Sanjeev Gauba – Sr. VP and Branch Head L&K Saatchi & Saatchi Delhi said, “Today’s markets needs very precise solutions, across mediums, to engage well with the consumer. Our passion was visible in our strategic and creative work. We are thrilled and honoured to be associated with these iconic brands and see a great long term partnership emerging with Hamdard.”

     

  • The Latest TVC reflects her personality and energy which undeniably finds great synergies with the brand Vinod Cookware

    Vinod Cookware ropes in Mandira Bedi as brand ambassador

    By A Correspondence

     

    Vinod Cookware has roped in Mandira Bedi as the brand ambassador. Launching the first leg of the campaign with its latest TVC which resonates with the brand theme ‘Jo Bhi ho Khana Vinod mein hi Pakana’ Vinod Cookware plans to ascertain the fact that ‘How the right cookware determines the healthy diet’ which seemed fitting with Mandira Bedi, a true fitness enthusiast who could effortlessly convey the importance of staying healthy and eating right to the consumers.

     

    The Latest TVC reflects her personality and energy which undeniably finds great synergies with the brand Vinod Cookware.

     

    Commenting on the association, Sunil Agrawal Director, Vinod Cookware says, “We are very happy to introduce Mandira Bedi as the brand ambassador for our cookware business. She is indeed the perfect representation of everything that the brand Vinod stands for! With her many avatars- the power woman Shanti, the adventurous fear-factor contestant and unafraid cop of 24, she connects well with the Indian homemaker and youth alike. Considering all of this and more, we believed Mandira was just right, the intelligent choice for Vinod cookware.”

     

    Apart from the launches and promotions of Vinod Products, Mandira Bedi shall also be involved actively with brand and product communication across all media platforms. Vinod Cookware also plans to run a 360 degree marketing campaign on Pan India Level.

     

  • The campaign conceptualized and executed by Leo Burnett India puts Indian women at the centre

    Craftsvilla celebrates Indian women in a new campaign by Leo Burnett

    By A Correspondent

     

    Craftsvilla, India’s largest online ethnic store announced the launch of an integrated campaign that will help the brand make inroads into India’s massive e-commerce business with its specialist offering of ethnic apparels and products such as designer sarees and salwars, jewellery, handicrafts, spiritual products, musical instruments, home décor and more.

     

    The campaign conceptualized and executed by Leo Burnett India puts Indian women at the centre and demonstrates how stunning they look with Craftsvilla’s exciting range of ethnic collection.

     

    The film is an ode to all women who stay a moment but leave behind a memory. It features India’s top models Kanishta Dhankar, Smita Lasrado, Katheleno Kenze, Nidhi Sunil, and Monica Thomas in a truly Indian avatar. The track “Aaj Jane Ki Zidd Na Karo” written by the famous poet Fayyaz Hashmi and sung by celebrated Pakistani classical singer Farida Khanum aka Malika-e-Ghazal, plays in the background.

     

    Commenting on the launch, Manoj Gupta, Managing Director, Craftsvilla, said, “Craftsvilla offers more than 2 million ethnic products through 20,000 registered artisans and designers. We are one of the fastest growing Top 5 ecommerce company in India right now. We believe we have an uncommon journey compared to other e-commerce companies and we were looking to bring that unique Craftsvilla ethos out through an uncommon creative. We believe this creative will not only be talked about in India but globally as one of the best in the world. We are fortunate to have partnered with Leo Burnett and Bharat Sikka who have put their heart in to build something so beautiful the world will remember.”

     

    RajDeepak Das, Chief Creative Officer, Leo Burnett India, added, “The strongest measure of a chemistry between two strangers is when it is devoid of words. A glimpse, a smile or even an eye-contact can sometimes create a memory for a lifetime. We used this ladder for Craftsvilla.com, India’s largest ethnic online store. In the process trying to make ethnic cool. The soundtrack Aaj Jane Ki Zidd Na Karo lifts the overall mood of the campaign and lends a feeling of grace to it.”

     

    The film has been directed by the eminent fashion photographer Bharat Sikka, known for his eye for the surrealism of reality.

     

  • The new TVC features the premium Wild Stone Fine Fragrance Deos designed in France by top perfumers like Firmenich, Givaudan and Mane

    Wild Stone unveils new TVC to promote new offering

    By A Correspondent

     

    McNROE Consumer Products Pvt. Ltd, parent company of Wild Stone Deodorants unveiled an all new exciting range of ‘Fine Fragrance Deos’ with an intriguing new TVC directed by the much applauded film director and producer Shoojit Sircar. The captivating TVC features Neil Bhoopalam as the Wild Stone man alongside an international model Daniella.

     

    Speaking about the launch of the new product and the campaign, N.K. Daga, Director-Founder, McNROE Consumer Products Pvt. Ltd, said “We are delighted to bring international premium fragrances through Wild Stone’s new Fine Fragrance Deos to Indian consumers. Over the years, McNROE aims to push the boundaries of male grooming through product innovation with an intention to deliver the best experience in the industry.”

     

    With Ila Arun’s distinctive music in the background, the TVC opens up to a lavish Indian wedding of a French bride in a palace. Amidst the madness of the celebrations, the bride is distracted by the mesmerising Wild Stone fragrance made from French perfumes. In its signature style the TVC divulges the playful side of the bride in a graceful way.

     

    The new range of Wild Stone deodorants are designed in France by the leading perfumers like Firmenich, Givaudan and Mane. The premium perfume body spray collection offers six fresh variants – Drift, Wave, Surge, Burst, Charge and Thrill and consists of a unique combination of notes such as Cedar, Patchouli, Vetiver, Amber, Sandalwood, Vanilla to name a few. The fine fragrance deo range is available across India in a 120 ml can priced at INR 199 only.

     

  • The visual identity, including logo design and packaging, aims to give a more up to date and appealing image to the brand

    Ferrero Rocher reveals new brand identity

    By A Correspondent

     

    Ferrero India has launched a new brand identity, brand descriptor and packaging for its premium chocolate brand Ferrero Rocher.

     

    The visual identity, including logo design and packaging, aims to give a more up to date and appealing image to the brand. The brand identity is a modern design that rejuvenates the brand giving an elegant look and feel that conveys gift ability on special occasion.

     

    The new brand descriptor “the golden experience” of Ferrero Rocher is a unique taste experience that engages the senses to an enhanced brand experience that engages with the consumer by inviting him to take time to savour and share more of life’s golden pleasure together.

     

    The new packaging has a QR Code that allows consumers to learn more about the quality ingredients and the care that goes in making each Ferrero Rocher praline.

     

    Emanuele Fiordalisi, Vice President, Marketing, Ferrero India said, “Over the years, Ferrero Rocher has been an integral part of consumer special occasion. The new look is an expression to enhance consumer experience and add a sparkling touch in their special moments.”

     

    Ferrero Rocher, created in 1982, has become a favourite boxed chocolate for millions of people around the world. In fact today, it is the world leader in the box chocolate category and is sold in more than 130 countries across 5 continents. Ferrero Rocher’s transparent box revolutionized the boxed chocolate market because the transparency enhanced the precious gold appearance of the single pralines and today it is an integral part of the brand identity.

     

  • Two TVCs urge buyers to not postpone their dreams as there is always a good bargain on OLX

    OLX unveils first ever buyer campaign

    By A Correspondent

     

    The reasons to buy used goods are innumerable. But what prompts a buyer to stop pondering, and actually click the buy button? OLX’s first-ever buyer-focused campaign depicts OLX-ers buying all kinds of used products at affordable prices, enabling them to fulfill their most cherished dreams. OLX has released two television ads ‘Start-up nahi, Start Ab’ and ‘Friends ke saath life set kar’ illustrating this.

     

    Said Amarjit Singh Batra, CEO, OLX India, “OLX is synonymous with selling in India. Even people who have not used OLX associate us with ‘Bech De’. But we are also the most vibrant and liquid platform in the country for buyers. We have 70 per cent unique content on OLX implying that 70 per cent of the products listed on our platform will be found only on OLX, and no other platform. In addition to this, 100 per cent of the ad content on OLX is user-generated, and 90 per cent of the users coming to OLX are posting in consumer-to-consumer (C2C) categories, ensuring superior quality of listings. These reasons make OLX the most valuable marketplace for a buyer.”

     

    “There are millions of satisfied buyers on OLX who are using OLX to fulfill their unique buying needs. Users are coming on OLX everyday to buy all kinds of things that are making their dreams and aspirations possible. That is the inspiration behind this campaign,” Batra added.

     

    Conceived by Lowe Lintas, the first TVC (Start-Up) depicts the story of two young entrepreneurs who while sitting in a college canteen are busy calculating their business investments. While one of them is listing out the requirements, the other is using a calculator to come up with the total amount. When he lands on an initial investment amount, his heart sinks on the thought of waiting for a year to gather funds. This is when the other partner urges him to stop worrying and logs on to the OLX mobile App to buy used goods. Both of them happily agree and buy goods that they require to start their business. A humorous touch in the last scene depicts them professionally dressed in their new office when another idea strikes! And this time instead of the calculator the guy picks up his smartphone to log on to the OLX mobile app.

     

    The second TVC opens with a ‘just married’ couple who enters their new but unfurnished home to be surprised by their common group of friends, who are trying to help the couple set up their home. They ask the couple that where will they sit or how the couple will entertain them when they visit them! This adds to the humor making the couple feel less burdened by the sweet gesture of their friends. The TVC plays on the emotional attachment between friends who look out for each other when families do not support. Since this is the first marriage in the group and the respective families have not supported it, the friends are trying to cheer up the couple by buying furniture for their house on OLX mobile App.

     

    Shayondeep Pal, Executive Creative Director, Lowe Lintas said, “So far, OLX has focused on getting people to sell on the site. While we go about that objective, there is also the other end of the spectrum – the buyers, whom we address for the first time through this campaign. The fact is that today’s generation is very smart and practical when it comes to making life choices. Whether it is going ahead with an unconventional wedding or starting their own business, we used this ‘practicality’ aspect to blend in the brand message of how buying on OLX enables the youth to kick start their pursuits. The signoff line ‘Kal kare so aaj kare, OLX pe khareed kar’ captures this spirit of the youth.”

     

  • Higher SME digital engagement results in 49 per cent more profit than their offline-only counterparts

    Ecommerce sector powering India’s SME growth, notes Snapdeal & KPMG study

    By A Correspondent

     

    Snapdeal released a first-of-its-kind study in partnership with KPMG titled ‘Impact of Ecommerce on SMEs in India’. The study examines the macro-impact of e-commerce sector on growth of SMEs in India and identifies remaining gaps in the eco system needed to be plugged to facilitate adoption of e-commerce by SMEs.

     

    The report compares the e-commerce led growth trajectory of SMEs in India vis-à-vis other emerging and developed economies. Additionally, it outlines different roles that various participants like the government, industry bodies and ecommerce companies themselves can play in making the SME ecosystem more robust.

     

    Speaking at the release of the report, Kunal Bahl, Co-founder and CEO, Snapdeal said, “At Snapdeal, we are working towards building the most impactful digital commerce ecosystem in the country and SMEs form the foundation of this ecosystem in many ways. With over 200,000 sellers operating on our platform, we felt the need to conduct a systematic unbiased study to identify opportunities and challenges to further accelerate the growth of the sector. We have taken a number of initiatives like seller training programs, seller financing program- Capital Assist and Snapdeal Seller Advisor Program, with an aim of creating life changing experiences for over one million sellers in the next three years. This study has given us deeper insights into what more we can do to enable small businesses become more successful online.”

     

    Richard Rekhy, CEO, KPMG India said, “The fast paced growth of the e-commerce industry in India represents an unprecedented opportunity for SMEs. We hope that the findings of this report will assist policymakers, industry bodies and e-commerce companies to strengthen the support ecosystem, which enables SMEs to ride the e-commerce growth wave successfully.”

     

    This report is the first in a series of initiatives that Snapdeal has undertaken for creating an ecosystem for MSMEs and leveraging ecommerce for their growth.

     

  • Has Nestle's latest film earned the right to advertise its patriotic credentials?

    Is Nestle really part of India’s fabric for a century?

     

    By Pritha Mitra Dasgupta

     

    The latest corporate campaign from Nestle created by Prasoon Joshi, executive chairman, McCann Worldgroup Asia Pacific is visually impressive in its sepia tones and transition from pre-Independence to the 21st century. But ad folks and even consumers are taking the film with a bag full of salt. Their grouse: while Nestle claims it’s been a part of “country’s fabric for more than a 100 years”, many regard it more as silent spectator than active participant.

     

    In the almost 92-second clip, the Swiss multinational food and beverage company packs in historic milestones in India’s journey like independence, India’s World Cup victory, its first space mission and so on. Nestle which set foot in India in 1912 features some of its marquee products like Nescafe, Milkmaid, KitKat, Maggi Masala and so on. But it’s opted to drop its famous Maggi noodles which, as you are probably aware, has been pulled from the market and is still under a cloud.

     

    There has been some appreciation but the critiques have also been flying thick and fast. The most common one is that of appropriation: the belief that Nestle was nowhere near as embedded into the life of India as it claims to be. And that the one product that was ubiquitous does not make an appearance in the film.

     

    An agency CEO who opts to remain anonymous points out: several brands can claim to have rightfully played a role in the transformation of India: Amul, Air India, Colgate, Dettol, Parle G and Lifebuoy. But when it comes to Nestle, he says, “The film is desperately trying its best to be part of the Indian subtext and culture, forcefully creating situations and conversations, which don’t connect. It is a tall claim. The basket has brands which cannot claim to be serving and being part of the nation for 100 years!”

     

    Manish Bhatt, founder and director at Scarecrow believes the film is good but stops short of being Nestle’s best: “When you talk about brands being part of a country’s fabric then you instantly think of Coca Cola and the United States or Milo in Malaysia. You will find Santa Claus holding a Coke bottle. So only when a brand plays such a grand role in the everyday life of consumers and becomes part of their being, can it make such a claim.”

     

    It’s also aroused the ire of Joe Public who are either rendered inarticulate by rage or weren’t particularly articulate to start with. A typical complaint reads as follows: “Fresh cow’s milk better option. Nice Ad but believe me can’t trust Nestlé (sic) I feel like a culprit as I used to give my daughter Maggi on Sundays.I never knew was feeding her lead n MSG.” Another reads: “Nestle should b ban (sic) for 100 yrs as it has betrayed 100 years of faith of indian people.”

     

    To its credit, Nestle doesn’t believe in merely basking in the admiration of the people who like the film and is engaging even with its critics: a strategy that was missing around the time the Maggi crisis was brewing. In response to the first comment, it provides an update that clarifies its stance on the MSG issue. In response to the second, it replies with “This film is not about specific products or brands, but about Nestlé’s understanding of India’s culture and how we have been a part of the country’s fabric for more than a 100 years. While the Hon’ble Bombay High Court has lifted the FSSAI ban order on Maggi Noodles, the process of fresh tests mandated by them at select accredited labs is still underway, and we have taken a conscious decision not to use the Maggi Noodles pack-shot in the film until the process is complete.”

     

    Nestle also takes times out to address the critiques of the industry at large. Managing director, Suresh Narayanan points out, “Nestlé has developed deep bonds of good will, trust and relationship with millions of consumers and participated actively in Indian society at large. The corporate film has been developed to communicate the rich heritage of Nestlé in India and how its relationship has been built over the years with commitment, understanding, passion and dedication towards quality. It is an acknowledgement of our gratitude in being part of Indian consumer’s lives, epitomised by some significant historic moments since Independence.”

     

    He points to Nestle’s factory in Moga set up in 1961 which pioneered the dairy business and began contributing significantly to the development of the district in Punjab. He says, “We have successfully touched the lives of 100,000 famers who supply milk to us. Today with 8 factories across the country, our staff strength of more than 7000 people has 99.7 per cent Indians working dayin and day-out to deliver on our promise of quality and safe products.”

     

    The film serves a second purpose that neither Nestle nor its critics are articulating: an attempt to position the firm as distinct from its flagship products. Maggi and Milkmaid are famous brands in India, Nestle perhaps, not as much. And so an attempt to build Nestle as a distinct, trustworthy entity, one that could brave the storms that may momentarily sink a flagship or two. But of course, the jury is out on whether this film is enough to make that happen.

     

    Source:The Economic Times

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