MxMIndia

Category: PRODUCTS

  • The campaign emphasizes the brand’s assurance of an extra bounce in everyday life

    Nature Fresh promotes new atta offering in latest TVC

    By A Correspondent

     

    Nature Fresh Sampoorna Chakki atta, the fastest growing brand of packaged atta in India announced the launch of a new campaign with the theme ‘Khali pet jung nahi jeeti jaati’. The campaign emphasizes the brand’s assurance of an extra bounce in everyday life.

     

    Nature Fresh is a household name in India. The strength of the brand lies in its offering of the highest quality products sourced from the best of nature. The brand’s current portfolio comprises Atta and oil.

     

    Nature Fresh Sampoorna Atta is a pioneer in the packaged atta category. It is made from the select, high quality wheat, grinded perfectly to give best possible consistency – na zyada bareek, na zyada dardara. The atta is rich in dietary fiber that eases digestion which means more strength and energy to the body.

     

    As a nation, which is on a journey of progressive development, every individual is on a drive to move up the socio-economic ladder. The everyday battle to succeed in their goals is possible only when the individual is healthy and is full of energy and strength. The brand takes inspiration from this basic insight ‘khali pet jung nahi jeeti jaati’ and takes a leap in terms of not only building the promise on the functional role of Atta but a higher order promise of strength and energy to take on the daily challenges of life. The brand tagline has been articulated as ‘Shakti hur jung ke liye’.

     

    Commenting on the new campaign Neelima Burra, Chief Marketing Officer, Cargill Foods India said, “While the category of branded Atta has low penetration at the moment, we see a significant opportunity for growth. Through this campaign, we aim to secure a strong position in the mind of the progressive urban consumer who seeks value without compromising on quality.”

     

    Explaining the TVC idea, Sridhar Iyer, Sr. Vice President, FCB Ulka said,“Atta till date has been sold on quality, trust, care but we felt that there’s a larger reason for an atta brand to be sold. This stems from the fact that one cannot take on the challenges in an empty stomach. Roti as a part of the main meal menu is the conventional source of sustainable energy and countless Indians have believed in its power as they set off for everyday battles. Nature Fresh Sampoorna Chakki Atta embodies that belief.”

     

  • Etailers like Flipkart, Amazon, Snapdeal, Pepperfry and others have geared up ahead of festive season and the big sales this week

    Gearing up for the Big Sales

     

    By Indulekha Aravind

     

    Manjunath V*, who juggles two jobs with college in Bengaluru, is one of Flipkart’s 16,000-strong delivery force, dropping off 70-80 packages a day. After his night shift with a courier firm ends at 3 am, he snatches a few hours of sleep before leaving for the ecommerce giant’s warehouse at 6.30 am. But, from this week, when the “Big Billion Days” sale kicks off, he says he will be reporting to work at 5 am and looking at an 11-hour shift so that he can complete that day’s sale season deliveries, likely to be 100 a day.

     

    “There’s no fixed time to when we finish — the sooner we complete the deliveries, the earlier we can leave.

     

    But we need to finish that day’s deliveries,” says the 19-year-old. Manjunath’s employer, Flipkart, is looking at shipping 1,03,000 packages daily during “Big Billion Days”, as opposed to 65,000 on other days, according to multiple operations executives with the firm. Its Gurgaon-headquartered rival, Snapdeal, saw sales grow 10 times during its preview Diwali sale held last Monday and is optimistic about similar numbers as the festival season picks up. Furniture marketplace Pepperfry is looking at sales doubling during these months while payment-solutions-firm-turned-marketplace Paytm is eyeing 3x growth. If these projections sound dazzling, it’s because the Diwali-Dassera season is traditionally the time when Indians have shopped the most online, and ecommerce companies expect 40% of annual sales to come from the months of October and November.

     

    And while deep discounts are still the way to the customer’s wallet for companies like Flipkart, Amazon and Snapdeal, ecommerce companies across sectors are also trying to leave nothing to chance while ensuring the customer gets what he ordered, on time.

     

    Gearing Up for Busier Days

    Though the sales only begin in mid-October, companies began supply-chain preparations as far back as May. In fact, Snapdeal says they begin gearing up for next year’s Diwali from the previous year. “Unlike Flipkart, we have a sale every week, which is a good stress test to gauge customer experience. We began getting ready for this Diwali as soon as the last festival season was over,” says Jayant Sood, chief customer experience officer at Snapdeal. The company, valued at $4.5 billion in its latest round of funding, saw a 15x surge in traffic last Diwali, according to Sood. Being a marketplace, it does not own inventory or a logistics team but, last Wednesday, Snapdeal announced a $20 million investment in third-party logistics player GoJavas, in which it holds a 40% stake. GoJavas, says Sood, now delivers in 350 cities. The fresh fund infusion in the logistics company is in addition to the $100 million Snapdeal has invested in the last six months to improve its logistics and supply chain.

     

    In Bengaluru, rival Flipkart has been streamlining its delivery process to meet the daily order avalanche during its biggest annual sale. With last year’s edition of its Big Billion Day coming in for a lot of flak from customers for price discrepancies, inadequate stock and server glitches, forcing the company’s founders Sachin and Binny Bansal to apologise to customers, the company has ramped up its back-end operations.

     

    Flipkart now has 16,000 delivery staff, has increased the number of fulfilment centres from 13 to 16 this year and has automated its warehouses, says Neeraj Aggarwal, senior director, delivery operations. According to another operations executive, who requested not to be named, half the members at each delivery hub have been trained to make 300 deliveries a day. “Earlier, staff would spend a lot of time settling the cash-on-delivery accounts. This year, we have installed cash deposit machines in cities where will see the heaviest sales so that they just need to deposit it in the machines,” he says. Handheld devices to scan items and segregating categories by the day are also expected to cut delay, he says.

     

    For Paytm, this will be the company’s first Diwali as a marketplace. The Alibaba-backed firm began talks with suppliers and logistics firms three months ago and has tied up with 30 courier partners. “We’ve ensured our third-party logistics partners have enough exclusive capacity and have shared our plans about expected sale volumes,” says Saurabh Vashishtha, vice-president, business, at the company’s headquarters in Noida. “We also have very strict service-level agreements whereby the logistics partners will incur losses if a package is not delivered on time. Also, the volume of business we give them would depend on the service,” he adds.

     

    Paytm has introduced a logistics cloud for local courier companies which are big in that particular region but not plugged into the ecommerce economy because they lack the technological capability. Similarly, the company is also creating a warehouse cloud to integrate warehouses run by third parties into its system, which would then be available to the smaller merchants selling on Paytm. “We negotiate with the warehouses so that the small players get a better rate,” says Vashishtha, who attributes the glitches that happened with most etailers last festive season to not anticipating the demand. At present, over 60,000 merchants sell on Paytm.

     

    Of Bulk Orders and Deliveries

    Delivery is particularly crucial for furniture sellers like Urban Ladder and Pepperfry, with staff usually having to assemble the items they deliver. Urban Ladder does not outsource any of its logistics and operates with a team of 850 delivery staff, predominantly in Bengaluru, Mumbai and Delhi. “We control the last mile, so we also take care of the training of all the delivery staff,” says Kaustabh Chakraborty, vice-president, operations. Though the company states that it will take 15 days to process an order, Diwali is the time when there are multiple requests to deliver much faster.

     

    “Each customer might also order 20-25 items for their homes, if it’s a “gruhapravesh” (housewarming) and there is huge pressure from the customer to deliver everything together,” says Govind Raj Kaushik, manager, operations, at the company’s warehouse in Bengaluru.

     

    Furniture marketplace Pepperfry has also moved to take complete ownership of its logistics chain. “This year, we stopped using third-party logistics providers. The entire distribution chain is now centrally controlled so the tradeoff that might have been there between our product and a rival’s will not be there this year,” says Ambareesh Murty, cofounder and chief executive of the company.

     

    Murty says Pepperfry, which ships 300,000 items a month, is looking at a 100% jump in the festival season, just as it did last year. “We deliver to 430 cities and will add another 200 in the next two months,” adds Murty. The company’s fleet of trucks and delivery personnel have seen a five-fold jump from the beginning of the year. It also has an app called Far Eye to track the deliveries in real time. “A delivery does not take more than half an hour. An alert is sent to the supervisor if it takes more time,” says Ashish Shah, Pepperfry’s chief operating officer.

     

    Feet On the Ground

    For hyperlocal grocery platform Grofers, the biggest challenge is ensuring there is adequate staff to deliver the 100% surge in orders it expects in electronics and gift items. The jump in demand is accompanied by higher attrition with delivery staff taking leave during the festival season, says cofounder Albinder Dhindsa.

     

    “We normally add around 10% staff month-on-month but we’ve ramped up our delivery capacity by 40% to 4,200 over the last two months anticipating the dip in attendance,” he says. “We also need to make sure we have a good relationship with the suppliers so that we are the preferred vendor.”

     

    Neeraj Jain, cofounder of electronics marketplace Zopper, is anticipating his first challenging Diwali because, till last year, the company was merely connecting buyers and sellers through calls, and not accepting orders. To help the smaller merchants on its platform deliver on time, Zopper will be underwriting part of the demand.

     

    “We have told them to scale up operations and will be paying them, even if there is not sufficient demand, provided their services are available exclusively to us. We’re also offering incentives if they perform well,” says Jain.

     

    One would expect higher pressure on delivery staff during the peak season, but many did not seem apprehensive. Ravish Kumar*, who picks up returned goods for Amazon in New Delhi and is on the payrolls of a third-party firm, says he will probably have to pick up 50 packages a day, instead of 40. “There was pressure when there were fewer centres but not anymore,” he says, though he adds wryly that the company does not give mithai dabbas for its delivery staff. Amazon also runs a programme whereby a delivery associate is given the opportunity to work as a process associate during the festival season, which could translate into a promotion. On average, in the bigger ecommerce companies, delivery staff are paid `12,000 a month. A customer associate with Vulcan, a logistics firm that works with Snapdeal, says the number of van deliveries might go up from 10-15 to 20 a day during Diwali and Dassera, with an additional `20 paid for each delivery after 20. In Mumbai, delivery agent Arjun Kumar is preparing to hit the jackpot during the festive season, when deliveries are likely to cross 100 a day from the usual 45-50, which would earn him incentives.

     

    “My take home could easily double in these three months,” says the 23-year-old. A section of delivery staff in Mumbai like Kumar had gone on strike earlier this year pressing for the fulfillment of some 21 demands that ranged from toilet facilities to incentives for additional deliveries and returns but unions affiliated to Flipkart, Snapdeal and Amazon and the like have adopted a more conciliatory position since. “Around 15 of these demands have been met,” says Sachin Gole, a leader of the MNS Kamgar Sena. It was the delivery staff affiliated to MNS, the Raj Thackeray-led political party, that had gone on strike in July. “These companies have promised to give delivery personnel incentives once the hectic sale season concludes,” adds Gole.

     

    But though personnel have been recruited, incentives promised and stress tests carried out, there is still one factor that could throw the best laid plans out of gear. “If it rains, it will spoil our delivery schedule,” admits the Flipkart operations executive quoted earlier.

     

    *Names have been changed on request (With inputs from Rahul Sachitanand)

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The cricket commentary-inspired campaign hopes to stand out in the clutter of cricket-style communication

    Head & Shoulders unveils new cricket-inspired campaign

    By A Correspondent

     

    Head & Shoulders has launched a new campaign aimed at the cricket obsessed Indian guy. Created by L&K Saatchi & Saatchi, this cricket commentary-inspired campaign hopes to stand out in the clutter of cricket-style communication.

     

    The TVCs narrate the story of dandruff foiling a budding attraction at various situations, from a sangeet ceremony to a house party and even an elevator. Till H&S comes to the guy’s rescue and saves the day for him.

     

    Binu Ninan

    Binu Ninan, Brand Manager, P&G (Hair care) said, “H&S is a huge brand for P&G and we continue to be a favorite among Indian men. This time, we wanted a campaign that talks the brand message in the language of the H&S user and hence engages and connects with him, and what better than adding a little flavor of cricket. We have a holistic plan to drive this across relevant touch points.”

     

    Delna Sethna

    Talking on the inception of the idea, Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, says, “The biggest creative challenge was to be disruptive, yet be relevant. Boy meets girl… boy loses girl, thanks to dandruff… boy reunites with girl, thanks to H&S… All pretty linear till you need to add cricket in to the mix, but we managed to get it right.”

     

  • The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation

    Dentsu celebrates the life of ‘Players’ in new campaign for Maruti Swift

    By A Correspondent

     

    Maruti Suzuki Swift has launched its latest campaign that celebrates another feather to the list – that of the sporty looking limited edition Swift Glory.

     

    The film shows a few drivers driving the Sporty looking limited edition while the rest watch them drive by. Some watch as spectators, some like fans, some are the cheerleaders who add cheer to the world with an early morning hello, some are commentators because they make comments, some like the neighbor’s dog is a critic and barks as the Swift drives by…finally the vehicles come to a stop and the voice-over concludes that ‘Then there are the players… The limited edition Swift Glory is for the Players.’

     

    The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation.

     

    Titus Upputuru, National Creative Director, Dentsu Creative Impact said, “The idea draws a parallel between the world of sports and the real world. Just like in a sports world, there are players and there are spectators, fans, cheer leaders etc,, the film shows that the new Sporty looking limited  edition of Swift creates a new distinction between those who are the players and those who are not. The sporty looking Limited edition from Swift is a great looking product. And we had a great fun creating this campaign.”

     

    RS Kalsi, Executive Director , Maruti Suzuki India Limited said, “There is a player in each one of us and the new Swift Glory intends to bring that out. The new sporty looking limited edition takes inspiration from sports and racing. It comes with an exciting range of features such as body graphics, multimedia system and sporty interiors. We are positive that the limited edition would be as loved as the earlier versions. Brand Swift has constantly evolved over the past ten years to become one of India’s favorite cars. With over a million cars on road our challenge is to constantly keep the excitement up and engage with consumers in newer ways. The Swift Glory limited edition is exactly the kind of change we want to create, thereby keeping the thrill and love for the brand at a high.”

     

  • With this association, the Vision 2020 project will establish to hone meritorious talent and develop them into high-class players to play for the national side

    IDBI Federal Life Insurance builds a new partnership with CAB

    By A Correspondent

     

    IDBI Federal Life Insurance has announced its partnership with the Cricket Association of Bengal (CAB) to strengthen state’s cricket endeavors. Sourav Ganguly at the helm of affairs as the youngest ever president and taking charge of the Cricket Association of Bengal (CAB), has already created a roadmap to reinvigorate the state’s cricket dynamics. And with this association, the Vision 2020 project will establish to hone meritorious talent and develop them into high-class players to play for the national side.

     

    Speaking on this association, Sourav Ganguly, President – the Cricket Association of Bengal (CAB) said, “Bengal cricket in the last couple of years has been making steady efforts to build a supply line of national team players. The most significant of these projects is the ‘Vision 2020’ which has in its fold eminent cricketers like VVS Laxman, Muttiah Muralitharan, TA Sekhar to change the face of Bengal cricket. We are glad that IDBI Federal Life Insurance understands the importance of such initiatives. Like us, they too believe, the assurance and support it needs to hone upcoming cricketers. I would like to thank IDBI Federal Life Insurance for coming forward and partnering with us to continue making this a grand success.”

     

    On this occasion, Vighnesh Shahane, CEO of IDBI Federal Life Insurance said, “Sports has always been a force for good. IDBI Federal Life Insurance’s vision is to inspire positive change that helps people shape a better future and live their best lives. Bengal cricket is going through dynamic changes and the different projects that the association has undertaken just add to the vibrant spirit of the game. We are happy to be a part of the CAB’s ambitious journey- it promises to bring about positive changes for the game of cricket at the national as well as international levels. I am confident that this association will be a stepping stone for the stars of tomorrow. We are truly excited about this collaboration and would like to thank the CAB for selecting us as their partners in this journey.”

     

    IDBI Federal Life Insurance will sponsor all age group teams from the CAB for various domestic cricket tournaments, including Ranji matches.

     

  • The film along with its entertainment quotient aims to project a message of inspiring positive change in the society

    Eros partners Bagpiper Soda for Marathi movie ‘Guru’

    By A Correspondent

     

    Eros International Media Limited (Eros International) announced its one of a kind content partnership with United Spirits’ Bagpiper Soda, for the upcoming Marathi film ‘Guru’.

     

    Starring multi-talented actor Ankush Chaudhary and Urmila Kanetkar, ‘Guru’ will be directed by Sanjay Jadhav, based on a script by Ashish Parte. A film that dares to break the mould and take certain issues head on, ‘Guru’, is expected to go on floors by November 2015.

     

    The film along with its entertainment quotient aims to project a message of inspiring positive change in the society – the very purpose that Bagpiper Soda stands for. Through a unique association with Eros International, Bagpiper Soda will be an integrated partner across the film’s content, promotions and performance. Mindshare handles the media mandate for United Spirits Limited and has conceptualized this association for Bagpiper Soda.

     

    The association will see Bagpiper Soda promoting the film through a specially created TVC ad campaign with the lead actors and aligned with the basic plot of the film. The TVC will be on-air on regional Marathi channels through the production and promotion phase of the film. The movie will also include a song that resonates the film’s theme and Bagpiper Soda’s iconic message.

     

    Commenting on Bagpiper Soda’s new venture, Debashish Shyam, Sr. VP – Marketing, United Spirits said, “Bagpiper Soda has its soul entrenched in culture and there is no bigger medium that reflects popular ethos than Indian cinema. By becoming an integral part of a film like ‘Guru’ we will be able to spread Bagpiper Soda’s message of positive change to a much wider audience and also take our long-standing relationship with cinema to the next level. We are very happy to have excellent partners in Eros and Sanjay Jadhav for this venture.”

     

    Commenting on the association, Sameer Gogate, Chief Development Officer, Eros International Media Ltd said, “We are keen on partnering and promoting the best talent from the Marathi film industry. The association with Bagpiper Soda for ‘Guru’ will help drive the underlying message of the film which is to bring a radical change in society. ‘Guru’ promises to be an interesting journey and we are looking forward to supporting and nurturing such strong content driven films”.

     

    Prasanth Kumar, CEO Mindshare South Asia added, “We are very excited to have conceptualized and executed this ambitious and never done before initiative of co-creating a film with an iconic marque. Our strategic partnership with Bagpiper Soda and Eros International will change the game from content revolution to a new era of content evolution.”

     

     

    Sheela Foam Group

  • The agency was appointed after a multi-agency pitch that was held in Bangalore recently

    Lowe Lintas Blr wins mandate of TVS Sport

    By A Correspondent

     

    Leading two-wheeler auto major TVS Motor Company has appointed Lowe Lintas Bangalore to handle the creative mandate of its popular brand TVS Sport. The agency was appointed after a multi-agency pitch that was held in Bangalore recently.

     

    TVS Sport is a leading commuter brand in the TVS portfolio and has been witnessing promising growth over the years. The brand has grown at a CAGR of 5% since 2010 and is currently at 12K MA with a 3.4 per cent market share YTD 2015-16. In the current market scenario, the product differentiates itself from competition by giving consumer a great mileage that is derivative of a long-life Duralife engine and which comes at an affordable price. To popularize its many offerings, the brand has been leaning on Virat Kohli who is the brand ambassador for TVS Sport. The mandate for Lowe Lintas Bangalore would be to continue rendering the promise of TVS Sport being a popular and affordable choice for consumers.

     

    Arun Siddharth

    Commenting on the creative partnership, Arun Siddharth, Head – Motorcycle Marketing TVS Motor Company said, “TVS Sport is one of the most important commuter brands in the TVS Motor Company motorcycle portfolio. With more than 2 million proud consumers, it is our endeavor that TVS Sport is the brand that consumers in the segment love and identify with. Based on the work received from the multi-agency pitch, we found Lowe Lintas Bangalore’s ideation and planning effort along with strong yet grounded team to be a perfect fit for the job at hand. We look forward to putting out meaningful creative work that will spur consumer interest and affiliation towards our popular offering TVS Sport.”

     

    GV Krishnan

    Already an established entity, TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual revenue of more than Rs. 10,131 crore in 2014-15 (around USD 1.6 billion). It is the flagship company of the USD 7.29 billion (in 2013-14) TVS Group. The company has a production capacity of 3 million 2-wheelers & 1.2 Lakh 3-wheelers a year. TVS Motor Company Ltd (TVS Motor), member of the TVS group, is the largest company of the group in terms of size and turnover.Sharing his views on the winning the mandate, GV Krishnan, President – Lowe Lintas Bangalore said, “Unquestionable category expertise, great lineage and impeccable values; TVS is that perfect partner that brings out the best from an agency like Lowe Lintas. Our task would be to create brand love and get TVS Sport to be most preferred brand in a category that is crowded and where the consumer is extremely discerning and knowledgeable. We’ve already got the best minds in our agency start work on the brand and we’ll stop at nothing but magic.”

     

    TVS Motor Company has recorded a healthy growth trend in recent months. Total two-wheeler sales of the company increased from 215,244 units in the month of August 2014 to 216,781 units in the month of August 2015. Furthermore, domestic two-wheeler sales for the month of August 2015 stood at 183,653 units against 188,129 units in the month of August 2014.

     

    With steady growth, expansion and diversification, TVS commands a strong presence in manufacturing of two-wheelers and auto components. It also has vibrant businesses in the distribution of heavy commercial vehicles, passenger cars, finance and insurance.

     

  • Bang in the Middle has been brought on board to create the entire communication campaign for the brand

    Little brings Bang in the Middle on board

    By A Correspondent

     

    Little is the new hyperlocal live deals app that is being rolled out across India.

    Little is a part of the new online to offline service market place business where the offline merchants can harness the power of online medium to increase traction, footfall and fulfillment.

     

    Little will have thousands of deals live at any given moment from a variety of merchants that include restaurants, salons, spas, movie halls, hotels, gyms, weekend getaways and likes of such. Because the deals are live, and on app, Little will build a sense of urgency to avail of the deals. Little at this time is already live in major cities of India with thousands of merchants live on the app.

     

    Bang in the Middle has been brought on board to create the entire communication campaign for the brand. Little has very aggressive plans to scale and build traction and will be leveraging a host of mediums ranging from offline to online. The campaign is likely to break soon in selected cities

     

    “Little will open up a host of new opportunities for local merchants, it will make their business more customer centric, and this needs a new way of thinking on the brand. Bang in the Middle is working with us to make little very powerful” said Manish Chopra, MD and Founder Little.

     

    Naresh Gupta

    “Little is a very interesting concept. Little has to create a category for itself. We are delighted to be on board. The campaign for Little will definitely not be little.” said Naresh Gupta, Managing Partner, Bang in the Middle

     

  • The TVC will be surrounded by digital, outdoor and print across the country

    Philips and BBH make every breath matter

    By A Correspondent

     

    While air pollution is a major topic of conversation, no one talks about the problem of indoor air-pollution, which in India, is worse than outdoor pollution. Every breath of this polluted air can lead to bigger problems. The Philips Air purifier helps clean the air you breathe in your home because every breath matters. The film conceptualized by BBH India and Directed by Parikshit Vaidya of Gulliver Motion Pictures, aims to deliver this message in a warm and delightful manner.

     

    Said Jayati Singh – Business Head, Air and Health & Wellness, Philips India, “As one of the pioneers in introducing air purifiers to the Indian market, we at Philips have taken the initiative to raise awareness about indoor air pollution and its threats. This simple and catchy campaign is designed to bring to notice the hidden or unnoticeable pollutants at home which, if not addressed in a timely manner, could impact our wellbeing. The idea was to communicate this without scaring people yet call out the problem and its solution in a simple identifiable manner.”

     

    Said Russell Barrett, Managing Partner and Chief Creative Officer, BBH India, “We’ve all had a fantastic experience while working on this campaign. What we needed to communicate was quite clear, but since it was our first project for Philips, it was equally important that we tell stories that fit with the brand that Philips is; an open, positive, charming brand with a belief that technology exists specifically to make life better. So now we only needed to tell a charming, sweet, human story in as simple and entertaining a way as possible. I’m happy to say that, with the help of a really bright director (Parikshit Vaidya) and an incredibly involved and supportive client, we managed to do just that.”

     

    The TVC will be surrounded by digital, outdoor and print across the country.

     

  • The commercial carries forward the core Santoor brand promise of younger looking skin

    FCB Ulka crafts a new TVC for Santoor Body Lotion

    By A Correspondent

     

    Wipro Enterprises Ltd. has unveiled a new TVC for Santoor Body Lotion. Created by FCB Ulka, the commercial carries forward the core Santoor brand promise of younger looking skin through an endearing interaction between a little girl and her mother.

     

    Santoor Body Lotion promises to deliver soft, younger looking skin through the goodness of natural ingredients like Sandal and Sakura, which are well known for making skin healthy and soft.

     

    The commercial starts with a mother reading out a story to her young daughter. As the story progresses, the little girl gets more and more involved in the plot. She starts enacting the scene using her fingers on her mom’s arm. However, she soon gets lost in the softness of her mother’s skin and forgets all about the story. The film ends with the brand promise of ‘Soft Twacha, Hamesha’.

     

    Dennis Koshy

    Speaking about the ad, Dennis Koshy, Vice President-Bangalore, FCB Ulka, said “In a cluttered category like body lotion where consumers don’t perceive much difference between brands, memorability is especially important. Santoor Body Lotion found a very endearing moment that women loved, to set the brand promise in.

     

  • With this new TVC, Phillip Capital aims to inspire investors to time their investments with Phillip Capital

    Phillip questions ‘When is the right time’ in new TVC

    By A Correspondent

     

    Phillip Capital has unveiled its new TVC across all business and news channels, entertainment channels, theatres and digital medium. Titled, “When is the right time?” the TVC has been conceptualised by the creative team at Six Inches and shot and post produced in Los Angeles.

     

    With the current market scenario, investors have been pessimistic about their investment returns, the general approach and advise on the street – wait and watch due to which Investors have been indecisive. With this new TVC, Phillip Capital aims to inspire investors to time their investments with Phillip Capital.

     

    Based on the insight that the value of time is indeed precious for successful people, the TVC takes the audience on an introspective and sentimental journey. The storyline is spun in a way that the viewer comes to the realisation that time’s true function is to invest in oneself, family and society. That one need not wait to do right things – be it planning for future or pursuing a hobby and timing is everything and extremely relevant too when it comes to investments. Lastly, after the entire buildup of the film, the hook at the end is that “the time is always right to do what is right” and the TVC summates with an actionable tagline for investors “to know when is the right time to invest, talk to Phillip.”

     

    Commenting on this, Vineet Bhatnagar, Country Head of Phillip Capital said, “With our 40 years of financial expertise, we have stood by our ever growing client base and have partnered with them to advise and plan their investments. Our objective with this communication was to celebrate our legacy and also underline the importance of time in markets. Our new TVC expresses this objective through an emotional journey for different people in different phases of their lives and with different objectives. In the end, the TVC highlights the importance of a partner like us when it comes to timing the investments.”

     

    Pravin Shah, Chief Creative Officer said, “Our client brief was “Make it timeless and unique”. And this set us off in an emotive direction. While all financial brands talk about returns, numbers and are a bit tactical about their communication we wanted to touch chords with investors and make the film in such a way that they connect with it in real life and remember it. Our communication is a sentimental journey that inspires & connects with an investor mind set and the amazing backdrop of LA complements to the timelessness that we intended to achieve through this visual story.”

     

    Manish Trehan, Producer, RM Pictures said “I am glad to associate with this story. It takes a certain client and agency to believe in the vision of partners. When I saw the script, I intuitively knew that this story required uniqueness – not only in terms of location but across the talent that will make this film look local and global. LA seemed to be the best choice to achieve the set objectives.”

     

  • The campaign draws attention to the fact that great taste in everyday food made with MTR Masalas is a mood lifter at the dining table which in turn paves way for stronger family relationships

    MTR Foods unveils new ad campaign

    By A Correspondent

     

    MTR Foods has unveiled a new ad campaign for its masala category. The new campaign demonstrates how authentic homemade dishes made with MTR’s masalas help a woman bring the family together.

     

    The campaign draws attention to the fact that great taste in everyday food made with MTR Masalas is a mood lifter at the dining table which in turn paves way for stronger family relationships.

     

    Commenting on the new campaign, Vikran Sabherwal, Vice President – Marketing, MTR Foods said, “We at MTR Foods have years of proven culinary expertise behind us and have always focused on preserving the authenticity of ingredients, processes and age-old recipes. Our masalas are made with the perfect 4 step process of selecting best ingredients which are then blended, roasted and pounded to perfection. Keeping this in mind, we have launched this new campaign to showcase how MTR’s range of Spices and Masalas can help a modern homemaker make everyday food special and bring the family together. We are confident that our target audience will love this new campaign.”

     

    Explaining the insight behind the campaign, Tithi Ghosh, Client Services Director, Ogilvy & Mather – Bangalore stated, “Our research has shown that tasty food helps in elevating the mood of every family over meal time. The campaign highlights the concept of creating fond family memories over irresistible authentic Indian food made with MTR Masalas. In the commercial we see how the mother is instrumental in quickly changing the mood of her household and strengthening the bond between the father and son by bringing together a delectable spread of Indian food made from MTR’s masalas.”

     

    The campaign has been released in four Indian languages spread over six weeks across TV channels and digital mediums. To reach out to larger consumer base, MTR is also advertising in mediums like cinema, mobile, print etc.