MxMIndia

Category: PRODUCTS

  • Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their consumer, the women and build conversations keeping them at the heart of it

    Maxus leans on ‘Narinku Dhanyabad’ for Tata Tea Premium

    By A Correspondent

     

    Maxus ESP, the entertainment, sports and content arm of global communications consultancy firm Maxus, has weaved a thought-provoking campaign for the women called ‘Narinku Dhanyabad’ for Tata Tea Premium in the Odisha market. The campaign which means “Thank the Women” is a call to the men of Odisha to thank the women and remember their silent contribution in shaping their lives.

     

    Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their consumer, the women and build conversations keeping them at the heart of it. Their Odiya TVC is based on a very powerful insight from the market. A research study showed that a patriarchal setup in Odisha made women feel supressed and be taken for granted.

     

    Using content as a route, the brand wanted to create conversations about local reality. They had to engage in multiple, continuous conversations with the men of Odisha. This gave birth to the “Narinku Dhanyabad” campaign. The campaign is targeted to the men of Odisha to awaken them and get them to acknowledge the importance of women in their lives.

     

    Maxus collaborated with Odiya TV network Tarang as the broadcast partner. The faces of the campaign were a few popular stars of Odiya films including Anubhav Mohanty, actor Mihir Das and Buddhaditya Mohanty. They came together to lead the change in Odiya society. They urged men to thank the women in their lives respectively for their immense contribution. The men were also targetted through campaign-centric content on OTV, Odisha’s most watched news channel.

     

    The 3 stars through their individual vignettes urged the men of Odisha to give a missed call to thank that important woman in their lives. Once the men shared the mobile number of the special woman, the woman got a call back with a heart-felt thank you message which acknowledged and respected her contribution. The voices of the stars was used to communicate with both sender and receiver.

     

    “It is extremely heartening to see the response to this campaign. We have gone live only 15 days back and already got 61% of the estimated response. This vision has been brought to life by the collaborative power of GroupM’s House of Media. We would like to thank Tata Tea Premium for taking this up and supporting such a unique yet relevant message! The marriage between the message and the medium has been successful and we hope to supercede in our expectations with this social initiative!” said Pooja Verma, Head, Maxus ESP.

     

    Informing about the integration, Rishi Chadha, Head – Tea Marketing, Tata Global Beverages said, “Tata Tea Premium has been a brand loved and respected by the people of Odisha for over thirty years, making it the market leader in tea category in the state. We at Tata Global Beverages, have always been instrumental in creating a positive social impact. Building further on our iconic Jaago Re property which stands for social awakening, ‘Narinku Dhanyabad’ campaign was conceived in partnership with Maxus ESP to enable the men of Odisha thank the most important women in their lives. At TGB, we strive effortlessly to be increasingly relevant to women whom we consider to be the most integral section of our consumer group and this is our way of giving something back to all of them who truly form the backbone of the society. For the first time, a brand has embarked upon a mega 360 degree activation in the state to truly engage with the people of Odisha. Maxus ESP has spearheaded this campaign from conception to execution, bringing the most important media partners and celebrities on board, making it a roaring success. We now have a sustainable media property to engage with our consumers in Odisha.”

     

  • The essence is to create an overall recall value and brand identity, while focusing on the benefits that the brand has to offer

    Kids work their magic in new campaign for SBI Cap Securities

    By A Correspondent

     

    Rediffusion Y&R has unveiled a series of six campaigns for SBI Cap Securities. The campaign breaks down the jargon associated with the category and simplifies the features of the product being offered in a distinctive style.

     

    A charming series of six ads featuring a kid brother and his sister in everyday situations connects instantly. The essence is to create an overall recall value and brand identity, while focusing on the benefits that the brand has to offer.

     

    According to Sreejith Kodoth, Creative Head (Art), Rediffusion Y&R; “Breaking the campaign in six separate ads was the perfect strategy. It gave us the scope to simplify the benefits and also made for a much more expressive communication program. We avoided jargon and heavy financial words – the kids, in their own way, brought the idea alive in a charming fashion.”

     

    Mani Palvesan, Managing Director, SBI Cap Securities added; “We threw a challenge at the agencies to communicate multiple benefits in one campaign. Rediffusion Y&R managed to come back with a solution that not only brought all the benefits alive; but also managed to dejargonise the category for a common man. What we liked about the creative strategy was that it was clutter breaking and connected instantly. It was simple, clear and bang on our requirement. The central characters of the film, the kids showcase great bond and unspoken understanding that we as a brand believe is important between us and the customers.”

     

    Rahul Jauhari, COO Rediffusion Y&R adds, I’m quite happy with the way this campaign has turned out. The casting has paid off and going by reactions, the campaign is resonating well with people.

     

  • The aggressive China-based competitors who offer a better product in the critical sub-Rs 15,000 block

    How OnePlus and Xiaomi are fighting the big brands

     

    By Ravi Balakrishnan

     

    Late last year, reports began to circulate about HTC and Sony exiting smartphones. Among other things, these old warhorse brands are apparently being worn down by aggressive China-based competitors, who offer a better product in a critical price segment: the sub-Rs 15,000 block. As smartphones plateau in China, India with growth at an estimated 40% year on year, is morphing into the ultimate battle ground.

     

    Brands are using every trick in the book: fighting for in store real estate, launching online only models, offline only models and throwing cash after celebrities of both the desi and foreign variety— see Hugh Jackman’s star turn for Micromax.

     

    And then there are players who seem more interested in setting the book of tricks ablaze. Here’s how OnePlus and Xiaomi (which claims to be growing at 45% every quarter) are fighting the big boys:

     

    They’ve made a virtue of a necessity

    Building a new mobile startup is hard. There’s inventory to be managed, supply chains to be set up, and of course retailers to be appeased. Irate mobile shop owners are known to put up notices warning customers that they buy a particular brand at their own risk, if not kept entirely happy. Being initially available only via flash sales on Flipkart (for Xiaomi) and by invitation only on Amazon (for OnePlus) helped these brands build buzz. But they also put a positive spin on having a limited number of gadgets to sell. Karan Sarin, head – marketing, OnePlus admits about the by invitation model, “It was more of a supply chain related decision.” According to him, it was an upgrade on flash sales pioneered by Xiaomi for its Mi3 phone, and piggybacked on by numerous other brands, since a sale where sites crash adds up to a bad consumer experience.

     

    They do advertise: just not the kind that people get bored by

    “Do we do marketing? Of course we do,” says Manu Jain, India head, Xiaomi India. “Do we do paid marketing? No,” he adds. The argument for both brands is remarkably similar: why pay to push your message, when there are legions of persuasive fans who do it for free? Also why use television when it’s possible to reach a relevant target audience organically via social media? According to Jain, “When you watch a TV ad and buy, you are paying not just for having seen the TV ad but also for the hundreds who watched it.” Xiaomi believes in passing those savings on to the customer which is how Jain claims it was able to offer a feature-loaded phone that would ordinarily cost upwards of Rs 35,000 at Rs 15,000. The pillars of marketing at OnePlus are community, online and experiential. Even the recent billboards, says Sarin is retail partner Amazon. com’s initiative. Anisha Motwani, marketing and digital strategist with the Max Group of companies points out, “Youngsters hardly look at ads these days. There’s no content for them on TV. These companies are doing a fabulous job of online marketing targeted at the segment they cater to.” Sarin believes, “Earlier, brands were built by size of marketing budgets or celebrity endorsements. With OnePlus we proved that wrong.”

     

    They appreciate the value of geek cred and know how to harness it

    OnePlus and Xiaomi had a common early adopter profile: young, tech savvy consumers. Sarin joyfully recounts having his brand name checked by a tech entrepreneur in an interview. With Xiaomi, customers who go the extra mile and show up for fan meets often turn out to be working in tech companies. These are people that obsess over the minutiae of spec sheets, pay close attention to (or write) reviews and who, often publicly, mock the sort of person who’d thoughtlessly splurge on an iPhone.

     

    OnePlus began life on a forum where the company sought feedback on the sort of features that ought to make the cut. The site attracted a sizeable Indian contingent. According to Sarin, this lot forced the company’s hand leading to an earlier than anticipated India launch for OnePlus. Having landed such a fanbase, the company had to think harder to keep them engaged. One of these events was a free 3D printing workshop, allowing users to create phone holders and cases. Held in Bangalore, OnePlus’s timeline is now full of fans asking when the show will roll around to their city.

     

    Such consumers are always looking to evangelise what they perceive to be underdog brands. A secondary set of consumers for Xiaomi are an older lot who rely on young friends or relatives for recommendations. Nifty little touches like OnePlus naming the OnePlus Two ‘the flagship killer’ helps fuel the David versus Goliath narrative.

     

    They understand consumer experience

    Phone consumers have a troubled history with updates. One of the last on Nokia’s Symbian actually disabled some of the features that the model had shipped with. But with Xiaomi, vital updates are drawn from fan suggestions. Posts that multiple people agree on or issues that crop up on its forums are given priority: for instance, clubbing messages from banks, etailers and such under Notifications leaving the main messaging segment dedicated to actual contacts. Or in India, offering a Copy OTP option for ecommerce transactions. Upgrades are cascaded across the line. Even to two and a half years old phones like the Mi3. None of this is accidental since according to Jain, “Why should we force customers to upgrade just because they want the latest OS? We will give it to them and make them advocates.” Realising Indian consumers value touch and feel, OnePlus broke its global template to have kiosks at malls. It also tied up with Ola allowing people to sample and later buy phones, with a guaranteed delivery in 15 minutes.

     

    It’s unlikely to be entirely smooth sailing, though. Xiaomi has already started a tie up with The Mobile Store and is being sold via Airtel, though Jain asserts it will continue to be an online first brand. As Anshul Gupta, research director at Gartner observes, “The market is so huge that if someone focuses only on online they will still get sales of over a million. But in a five year horizon, unless you are present in physical stores, growth opportunity will be limited even if the online space for argument’s sake accounts for 40% to 50% of purchases.” While it’s easy to start with, Karthik J, senior market analyst, client devices, IDC India believes, as the traction gains, vendors look to offline retail. Will the disruptions that have worked for these brands in an online driven model, be malleable enough for an offline world?

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Combining humour subtly with key attributes of durability, the tvc further strengthens the new brand identity of TVS Tyres

    Now, Kapil Sharma asserts ride quality of TVS Tyres as its brand ambassador

    By A Correspondent

     

    TVS Tyres announced the launch of its latest TVC starring standup comedian Kapil Sharma. Combining humour subtly with key attributes of durability, the TVC further strengthens the new brand identity of TVS Tyres.

     

    The TV campaign is a series of four commercials wherein Kapil Sharma is seen giving timely help to people who are stranded before they reach their destination. On arriving at the destination, Kapil Sharma highlights how important it is to have things or relationships that are long lasting, just like the durable “TVS Tyres with the Eagle Logo” which ensures safe and smooth ride during good or bad times. The message of durability comes out clearly in the new TVC campaign. The brand with this new TVC intends to connect and reach out to the youth by highlighting the message of durability while buying tyres for their two wheelers.

     

    The TV campaign goes live with a set of four commercials which have been developed and is spanned across six weeks on major television channels. The first two TVCs have been launched on Jan 16th which will be followed by other two TVCs in next few days. Other than TV, the brand is also investing in print, outdoor and digital media.

     

    Commenting on the new TVC launch P. Vijayaraghavan, Director, TVS Srichakra Ltd, said “With this TVC, we are ushering into a new era. Customer connect has always been our primary motto and we are glad we have Mr. Kapil Sharma to take forward this message with his charm and humour. Durability is the key attribute that we wish to bring out very strongly through the tvc.”

     

  • The campaign will see Ranbir Kapoor in humorous, playful situations that will give consumers a reason to go out of character for the love of Lay's

    Lays leans on ‘Love to love it’ in new campaign

    By A Correspondent

     

    Lays has unveiled a new campaign that celebrates the love for the great taste of Lay’s in a way that is edgy, humorous and will appeal to the Indian youth.

     

    The campaign idea for ‘Love to Love it’ is based on a simple but powerful snacking insight, that a delicious snack like Lay’s is tempting enough to trigger change in people’s demeanour, even if it be for a moment. It can make people act in uncharacteristic ways in order to get to their hands on a pack of Lay’s.The campaignunfolds through a series of exciting films featuringbrand ambassador Ranbir Kapoor,essaying offbeatandnever seen before characters. The campaignwill see Ranbir Kapoor in humorous, playful situations that will give consumers a reason to go out of character for the love of Lay’s.

     

    According to Partho Chakrabarti, Vice President, Snacks Category, PepsiCo India, “Our new campaign has been built on the insight of the basic human truth of how on seeing something tempting, one can do whatever necessary to get it; even if it means acting out of character. The campaign has been woven around the great taste of Lay’s, which triggers an intense urge in people to get the pack.The campaign highlights the fact that you just can’t help loving the great taste of Lay’s & hence the tagline ‘Love to Love It’.”

     

    Speaking about the creative thought behind the ad films, Babita Baruah, Senior Vice President and Head, PO1 Unit, J. Walter Thompson- Delhi said,“Love to love it is based on a simple truth. That you can’t help loving the great taste of Lay’s. The creative idea is about how you can go to any length to get your Lay’s. The films are a humorous take on the proposition, with Ranbir Kapoor in unexpected roles. There is an integrated campaign being developed on this idea.”

     

  • America's leading brand of children's clothing, gifts and accessories to be available at BabyOye stores across India

    Mahindra Retail brings American brand Carter’s Inc. to India

    By A Correspondent

     

    Mahindra Retail announced that it will be bringing Carter’s Inc. to its chain of BabyOye stores across India. Mahindra plans to open 40 store-in-stores at BabyOye outlets in 15 cities across India and online at babyoye.com beginning in January 2016.

     

    “We are delighted to welcome Carter’s to our stores in India. With a legacy dating back to 1865, Carter’s is one of America’s most trusted brands and this partnership is part of our strategic vision to offer young mothers the best of world-class products that encompass the entire spectrum of baby and child care needs. Carter’s is already available online at www.babyoye.com and on our app and our customers can now also shop for the complete range in BabyOye stores across India,” said Prakash Wakankar, CEO, Mahindra Retail.

     

    “We’re honoured to partner with Mahindra within BabyOye stores and on its ecommerce site, bringing the world’s favourite baby apparel brand to millions of families in India,” said Mike Casey, CEO, Carter’s Inc.

     

    The brand will be present as a 250 sq. ft. Store-in-Store (SIS) format with Carter’s trademark fixtures to give Indian consumers a world class shopping experience. This will be the first time in India that Carter’s apparel will be available in store, allowing customers to experience the merchandise before purchase.

     

  • Headquartered in Tokyo, Japan, MS&AD Insurance Group has presence in 39 markets globally and experience of over 120 years in general insurance

    Max Life Insurance introduces a refreshed corporate logo

    By A Correspondent

     

    Max Life Insuranceand Mitsui Sumitomo Insurance have announced its new logo in line with the recent demerger of Max India Ltd. Max Financial Services Limited (MFS), a part of the US$ 2 billion Max Group, is the holding company for Max Life, India’s largest non-bank, private life insurance company. Max Financial Services owns and actively manages a 72.1 per cent stake in Max Life Insurance Company Limited, making it India’s first listed company focused exclusively on life insurance and Mitsui Sumitomo Insurance is a member of MS&AD Insurance Group which is amongst the leading general insurers in the world. Headquartered in Tokyo, Japan, MS&AD Insurance Group has presence in 39 markets globally and experience of over 120 years in general insurance.

     

    Thelogo has been redesigned to make it more contemporary while retaining the essence of its existing components that project the focus of the company on being committed to doing what is rightwhile securing the financial futures of our customers. The changes in the logo are as follows-:

     

    Please find below a graphical representation of the changes for your better understanding-:

    1)   Change in Logo

     

    1)   Change in JV Line

     

     

    About Max Life Insurance Co. Ltd. (www.maxlifeinsurance.com)

    Max Life Insurance, the leading non-bank promoted private life insurer, is a joint venture between Max Financial Services Ltd. and Mitsui Sumitomo Insurance Co. Ltd. Max Financial Services Ltd. is part of the Max Group, which is a leading Indian multi-business corporation, while Mitsui Sumitomo Insurance is a member of MS&AD Insurance Group, which is amongst the leading insurers in the world. Max Life Insurance offers comprehensive long term savings, protection and retirement solutions through its high quality agency distribution and multi-channel distribution partners. A financially stable company with a strong track record over the last 15 years, Max Life Insurance offers investment expertise. Max Life Insurance has the vision ‘To be the most admired life insurance company by securing the financial future of our customers’.

     

    For more information, please contact

     

    Max Life Insurance Co. Ltd.                     Ryan Alan Marshall+91 9810 047944

    ryan.marshall@maxlifeinsurance.com

     

    		 Ketchum SamparkVarun Chopra /  Akanksha Gurjar +91 9811241427 / 9555517522

    varun.chopra@ketchumsampark.com;

    akanksha.gurjar@ketchumsampark.com

     

  • This month-long multimedia campaign will be executed majorly through television, outdoor, radio, online and print

    MFCS unveils first TVC themed around ‘Free ke baad

    By A Correspondent

     

    Mahindra First Choice Services (MFCS) launched its first television commercial – Free ke baad First Choice.

     

    “We are delighted to announce that we have scaled our Multi Brand Organised service network to 100 workshops across 15 states with a robust spare parts and service supply chain. This campaign is to take the unique positioning of ‘Free ke baad First Choice’ – MFCS being the destination for car service post free service period,” said YVS Vijay Kumar, CEO, Mahindra First Choice Services Ltd.

     

    “The campaign is based on the customer feedback received through various market research conducted in last three years. Set in a humorous undertone, the TVC brings out the key message which every car owner is familiar with – the pains and perils of getting your car serviced once the paid service period is over. The consumer gets the feeling of behaviour change and implied costs of car maintenance. The customer looks for honest advice and assured quality of service. With this campaign we hope that the customers will be able to relate to the concept which is straight out of a real-life situation,” said Alok Kapoor, Head- Marketing and Franchise Development-Mahindra First Choice Services Ltd. “This month-long multimedia campaign will be majorly through television, outdoor, radio, online and print. The approximate spends are to the tune of Rs.10 crore and the campaign will break in the coming week, post Republic Day,” he added.

     

    “We understood the concerns and saw an opportunity to create a humorous campaign addressing them. The TVC establishes a contrast between two scenarios, during free service period and paid service period – how the behaviour of the customer and service advisor (workshop) changes towards car maintenance. During free service period the customer is king, he has the upper hand, asking service advisors to do work which might not be required since there is no cost. The contrast is during the paid service, when the service advisor starts behaving like a king, and tries to oversell things which might not be required , thus creating a doubt in the mind of the customer,” said Rajan L Narayan, Founder and Principal Consultant, The Lonely Cloud Consulting Company.

     

  • The communication will also be launched on digital media comprising of video, mobile, display and social media platforms

    For Jeevansathi, it’s important that one ‘Be Found’

    By A Correspondent

     

    Jeevansathi.com has unveiled its new TVC around the concept of ‘Be Found’. The idea behind this concept is to do away with the traditional approach of looking for matches and instead, focus on providing a platform where prospective matches can find each other. To communicate this approach in the first phase, the new TVC by Jeevansathi.com will go on air on 22nd January, 2016 with a TV campaign across 15+ channels and will have language edits as well.

     

    The communication will also be launched on digital media comprising of video, mobile, display and social media platforms. The digital campaign will run across the website and external media platforms as well.

     

    Created by JWT, the TVC represents a new generation who instinctively choose their life partner. It opens with an after meeting conversation in an office setup where the boss tells the employee to come with his wife for the office party and in response the employee tells him that he is still single and looking for one. After that, the TVC progresses with the person explaining his journey of having met a lot of women but not the perfect one and urges you to logon and come on to the portal to be discovered or found by the one perfect for you.

     

    Commenting on the campaign, Sumeet Singh, Group Chief Marketing Officer, Info Edge (India) Limited, said “With this innovative campaign, we are introducing a fresh approach towards matrimony in India. The new communication aims at registering a thought in the minds of people to look at matrimony from the view point of “Be Found” rather than looking for a match. It ultimately enhances the experience of a person who is registered on jeevansathi.com to arrive at a platform where the prospective match is waiting for him/her.”

     

    Shujoy Dutta, Executive Planning Director, JWT, added “In “Be Found” we have a strategy that separates us from the rest of the online match-making portals. In India, logging onto a portal to find a prospective spouse is stressful and without romance. However, we’ve inverted that, by making logging-on the act that helps you connect with that Mr. or Ms. Right who is probably looking for you.  From being a person who has to do the hard work of finding and screening, we’ve made the candidate feel special by being the one who is found.”

     

  • The three TVCs break the stereotypes of financial advertising with crisp messaging and witty take on quick and convenient way of renewing insurance through the portal

    Coverfox.com unveils campaign focussing on car insurance

    By A Correspondent

     

    Coverfox.com has launched its second car insurance campaign that comprises a set of three new TVCs that are quirky and tongue-in-cheek.

     

    Coverfox.com is an advocate of making the insurance-buying and managing process hassle free and quick for its users. TheseTVCs employ humour to establish the need for insurance in our daily lives and the ease and swiftness with which Coverfox.com helps them do it. True to its promise of changing the language and conversation around insurance, these ads are fun and humorous and are told in a tight 15 second format. The advertisement encourages people to renew their car insurance in a quick, convenient and easy way to outfox unforeseen risks in life which are unavoidable. The TVCs have been conceptualized by BBH Mumbai and go on air on 17 January, 2016 on national channels such as Discovery, History TV18, Colors HD amongst others.

     

    With these TVCs, Coverfox.com is trying to address one of the major problems in the country i.e. procrastination in insurance renewals, especially in car insurance. Though it is mandatory, people are still reluctant to renew it in time. The advertisement reinforces the importance of renewing a car insurance as emergencies can derail you anytime, anywhere. The campaign reinforces the Coverfox.com ethos: taking measured risks to keep ahead in life.

     

    VarunDua, CEO, Coverfox.com says, “We at Coverfox.com are constantly striving to make the entire experience of buying insurance easy, swift and convenient. We wanted to convey that in our TVCs. Insurance advertising is synonymous with serious conversations, and we realise that consumers are tired of the melodrama in such commercials. To us, it is important that we cut-through the emotional baggage and employ humor and wit, in an industry perceived to be boring. In BBH, we’ve found experts who understand this well and help develop our messaging on point to this mandate”. He further said, “The new TVCs have been developed to sensitize the viewers about the importance of renewing car insurance in a quirky, fun way. The underlying core messaging is to be fearless with the right insurance in your bag.  As a brand, we are striving to ensure that people are always prepared to do more with their life and live beyond risk.”

     

    Russell Barrett, Chief Creative Officer and Managing Partner, BBH said, “It is great to work as Coverfox.com’s partner in shaping its brand personality. It has been rather quick in distancing itself from its competitors. Both with its product as well as its advertising. When the world is busy with extremely long format stories, it’s great fun to make sharp, memorable and funny 15 second ads. We all enjoy working with Coverfox and it shows in the output we’re able to deliver for them, time and again.”

     

  • Underlines the proposition for the celebrations: 4th pe 1/4th rate pe!

    ShopClues unveils new ad campaign to celebrate 4th anniv

    By A Correspondent

     

    ShopClues has launched its new TV ad campaign on the occasion of its fourth anniversary. The TVC promotes the special ShopClues sale, “4th pe 1/4th rate pe” with its tagline ““sab kuch 1/4th rate pe” (Everything at 1/4th the price!). Conceptualised and created by Enormous Brands, the TVC aptly illustrates how ShopClues is offering an enviable selection of the most coveted products at unmatched and almost unbelievable price points!

     

    The ad film opens with a man carrying a TV like he would hold a mobile phone. The voice over explains, “Mobile ke daam pe tha, le liya, le liya” (It was priced like a mobile phone, so I bought it!). Similarly, it shows a woman rolling out chapattis with a barbell instead of a rolling pin since home gym equipment has now become so affordable. In the most interesting twist, an impersonation of Delhi CM Arvind Kejriwal wearing a cap in lieu of his characteristic muffler is shown. The idea is that everyone has been able to upgrade to something fancier and better thanks to the reduced price points on ShopClues.

     

    Speaking on the TVC, ShopClues spokesperson Radhika Aggarwal, Co-founder and Chief Business Officer said, “On the occasion of our 4th anniversary, we have put together a sale that seeks to reward and gratify our loyal customers. This is a huge milestone for us and through the TVC we want to communicate all the unbelievable product offers that we have curated for our shoppers. The idea is to raise awareness on what’s awaiting customers on ShopClues!”

     

    Ashish Khazanchi, Managing partner, Enormous Brands said, “ShopClues has organised a one-of-its-kind sale to generate excitement around its 4th anniversary. Through the TVC, we have tried to lucidly and simply showcase the amazing proposition on offer. We want customers to understand that the ‘4th pe, 1/4th rate pe’ sale isn’t mere lip service and you can actually grab stuff which seemed out of reach so far within your pre-determined budget!”

     

  • Kotak Life Insurance's core focus is to add value to a customer's life by providing protection and long term savings (PALTs)

    Kotak Life Insurance says, “100 Saal Jiyo! Koi Hai… Hamesha”

    By A Correspondent

     

    Life expectancy in India has gone up by five years in a decade. With enhanced focus on health care, rising income levels and a better standard of living, the average life expectancy is likely to reach 77 in the next few decades.

     

    Based on current patterns of growth, India’s population is expected to grow by 16 per cent to reach 1.4 billion by 2025. Rapid ageing will progressively become a global phenomenon in the 21st century. From 2025 to 2050 the population will increase by a further 34 per cent, reaching 1.88 billion. Those above 50 years of age will constitute 22 per cent of the population in 2025. By 2030 there will be approximately 180 million retired individuals. The number is higher than the similar population in many developed countries. Therefore, in about 14 years we will have highly enthusiastic retired individuals who are ready to explore the next phase of life with renewed vigour.

     

    Kotak Life Insurance’s core focus is to add value to a customer’s life by providing protection and long term savings (PALTs). Kotak Life Insurance as a brand has chosen the warmer side to life insurance – financial planning for living a long life through a partnership that is long withstanding. The company has launched a new ad campaign, aimed at audiences in the age group 30-50 years, called “Koi Hai… Hamesha”

     

    Essentially, the key insight is that life expectancy has gone up and people are going to live longer. There may be people who will up to a 100 years. The Indian blessing ‘Sau Saal Jiyo’ could become a reality in a sooner than distant future. The new campaign provides the backdrop for the launch of the new whole life plan, which protects your life and enables investments during that long life up to 99 years of age. “Koi Hai Hamesha” is the new brand promise that says we will be there with you for forever.

     

    The new ad campaign has launched across TV, and digital platforms. The media plan covers leading GECs (Hindi & Regional), business, English and regional news channels. There are two TVCs – 30 seconds (main film) and 15 seconds (a sequel). The main film establishes a concern and the sequel ends with a solution where the protagonist is now happier and better informed.

     

    JWT has designed the ad campaign for Kotal Life Insurance.