MxMIndia

Category: PRODUCTS

  • Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof

    There’s lots to be explored on Cleartrip Local, says latest brand film by Mullen Lintas Bangalore

    By A Correspondent

     

    Cleartrip, which was one of the first portals to ease travel plans by offering a clean, simple, and fast solution for booking flights, hotels, and allied services, has now taken on the challenge of making the lives of its customers more fun within cities throughout India. Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof.

     

    To educate the consumers about its new offering, Cleartrip has launched a new brand film that delves on the key brand proposition of offering various services under a single roof. Developed by Mullen Lintas Bangalore, the film revolves around the insight that most consumers today are genuinely at a loss to find something fun to do. Besides the mundane pastimes of movies and malls, there were not many activities that they were aware of taking place in their vicinity. The biggest hook, therefore, for the communication was the discovery of the product itself. The film thought thus has been kept highly colloquial, which has the ability to enter regular conversations of people and fit into their world rather effortlessly.

     

    Commenting on the launch of the new brand film, Subramanya Sharma, CMO Cleartrip Pvt. Ltd. said: “Cleartrip Local is about catering to the ‘here & now’. Mullen Lintas and us brainstormed about the local moments of truth which included the fear of missing out, illusion of ’same old, same old’ in the city and the illusion of complete knowledge around what’s happening around you. And this one line resonated with a lot of us – ‘You are a stranger in your own city’ and out came the central idea for the campaign – ‘What’s happening, lots happening’. Also, while the core idea was nailed, we were worried on the execution as most ideas falter at this stage. But Shriram Iyer and team meticulously planned the details so much that the film came out exactly the way it was visualised in the storyboard. Creativity with perfect execution – we couldn’t ask for more.”

     

    The film begins the protagonist going on with his everyday life but is confronted with people around him pursuing their passions. Whether it is go-karting, kayaking, pot-making, yoga or even dining out at a venue of choice, people are shown doing what they love doing best when they are free. The protagonist is bemused on all these activities taking place around him and wonders what’s really transpiring. The voiceover then summarizes by saying that on Cleartrip Local app, there’s lots happening!

     

    Sharing his views on the film idea & execution, Shriram Iyer, NCD – Mullen Lintas said: “The product is so one-of-a-kind that it pretty much wrote the line ‘what’s happening, lots happening’ itself. Use the app and you’ll know it, there’s seriously some crazy amount of things to do in your own city. Our task then was to crack a device to tell this in an engaging manner. And we tried doing that by literally bringing this alive by showcasing crazy activities in an impossible environment. And the Gujarati rap simply tied it all up in a nice, quirky bow.”

     

    The film has already gone live and will air on popular online & offline channels in the coming weeks.

     

  • The company has recently raised $15 million through Series A funding

    MRSS inks market research contract with CureFit

    By A Correspondent

     

    MRSS India Ltd. has been selected by CureFit Healthcare Pvt. Ltd. as its research partner for its strategic market research requirements. CureFit is a healthcare and fitness start-up launched by former Flipkart executives Mukesh Bansal and Ankit Nagori. The company has recently raised $15 million through Series A funding.

     

    The research by MRSS India would aim to help CureFit fine-tune their business concept while also providing detailed insights to aid in the business launch, scheduled for 2017, through multiple research surveys involving consumers and various healthcare sector professionals. The contract will be year-long with research covering markets across India, and would mark the first in a series of contracts expected to be signed with the company.

     

    Raj Sharma

    Speaking about the recent partnership, Raj Sharma, Chairman, MRSS India said, “Healthcare is a buzzing and promising sector for start-ups right now and we are delighted to partner with CureFit. This project has given MRSS India an opportunity to work with 2 very renowned and seasoned entrepreneurs and be a part of their exciting journey right from inception.”

     

  • Celebrates 'the progressive mindset' which challenges the status quo in everyday life

    Lenovo’s #GoNew campaign urges young professionals to do more

    By A Correspondent

     

    Lenovo has launched its latest TVC featuring its convertible PC brand YOGA. The campaign, themed #gonew, features a TV commercial and one long form digital video. With this campaign, Lenovo celebrates these forward looking individuals who are always progressing, unstoppable in their conviction and ambition to forge their own path and to bring about positive change in the world they inhabit. Their attitude resonates with Lenovo brand that challenged the conventional laptop design and conceptualized the convertible category with its YOGA range.

     

    The digital film titled #newprofessional opens with a young professional spending time with special children in school. The video showcases the attitude of new generation of Indians who put as much focus on passion and doing good, while balancing the tight rope of demanding careers. It also interestingly weaves in YOGA 900 which becomes the kids’ new toy as the man shows them all the ways in which the YOGA900 is more than just a laptop. The TVC titled #newfresher opens with a very stylish man about town entering a college. The sleek, stylish and flexible YOGA 900 he is carrying with him accentuates his style quotient and he quickly grabs everyone’s attention. As he enters the classroom, students automatically assume he is a fresher. The commercial ends with the young man revealing himself as the new professor. The videos have got 1.6Mn views on social & digital media alone.

     

    Bhaskar Choudhuri, Director Marketing, Lenovo India, said, “We believe this new generation of Indians, while constantly questioning status quo, are clear and determined about their purpose and intent. The Lenovo brand resonates with this progressive mindset. We aim to create a deeper connect with these individuals by ensuring that our new campaign acknowledges their life choices.”

     

  • The fragrance brand celebrates its French origin

    Skinn by Titan unveils India’s first all-French ad

    By A Correspondent

     

    Skinn by Titan, a range of exquisite French fragrances, has aired an all-French ad film. Highlighting the French origin of Skinns’s range of perfumes, the film was initially aired without subtitles, thus creating intrigue and emphasising the French connect.

     

    The TVC showcases the playful and flirtatious banter between a man and woman at a fragrance store. While the attire and the background score are French inspired; the voiceover is what unfalteringly delivers the #BornFrench message. There are many things to love about the French, but the elegance and charm with which they flirt is perhaps the most coveted of all, which is rightly captured in the ad film.

     

    Kalpana Rangamani, Business Head – Fragrances, Titan, said, “With Skinn, we aim at making fine French fragrances accessible to men and women with our sweet price point. We have seen that perfumery as a category is well accepted among the young, contemporary and well-travelled audience. By showcasing a witty and flirtatious conversation in the ad film, we are appealing to a category of modern consumers who are confident in their own skin and celebrate the nuances of life. The film establishes the French connect of Skinn fragrances which are crafted by master perfumers and bottled in France, which is a testament to the products’ quality.”

     

    Sharing his thoughts on the ad film, Azaz Haque, Executive Creative Director, Ogilvy & Mather, said, “This being Skinn’s second major TV campaign, we were keen to break clutter and get noticed by the consumer in this loud market. With this ad film in all French, we believe the brand will evoke the desired intrigue at launch, which will then be followed by a version with English subtitles on TV and online. It is a very bold and gutsy move by the brand to launch an ad film in a foreign language – a decision we are thrilled and excited about.”

     

    Skinn’s range of Eau de Parfums is crafted by award-winning master perfumers, using the best quality ingredients and bottled in France. The fragrances are available in 1350 outlets in the country – across World of Titan, multi-brand lifestyle and accessories stores, online partners and authorized dealers.

     

  • The agency has won the creative duties following an aggressive multi-agency pitch

    Soho Square hitches a ride with Piaggio again

    By A Correspondent

     

    Soho Square has been handed the creative duties of Piaggio brands, Aprilia and Vespa, after a hard-fought pitch involving multiple agencies, over several rounds. This comes on the back of recently-acquired Nicotex – Cipla’s brand of smoking cessation gum.

     

    Piaggio though, isn’t entirely new to Soho Square. The agency earlier re-launched Vespa in India. However, due to a global re-alignment the account had to be moved. This time though, the Piaggio India team was specifically looking for a local agency with a deep understanding of Indian markets.

     

    Although the pitch was only for the Aprilia account, the Piaggio management eventually decided to award the entire two wheeler business, including Vespa, to Soho Square.

     

    Ashish Yakhmi
    Samrat Bedi

    Ashish Yakhmi – Piaggio Vehicles Pvt Ltd’s (VP and Head – Marketing): After several meetings with multiple agencies, we realised that not only is Soho Square the best fit for our brands, but that they also have the necessary skill-sets to achieve our strategic objectives in India.

     

    Samrat Bedi, Head of Office, Soho Square, Mumbai: This is a homecoming of sorts… We were well and truly disappointed when Vespa moved out two years ago. More than the fact that this is a big win, we are elated to have Piaggio back in the fold.

     

    Shashank Lanjekar

    Shashank Lanjekar, Senior VP – Strategic Planning, Soho Square, Mumbai: Vespa is a strong global brand. In India too, it has had quite a long heritage. Aprilia on the other hand is relatively unknown, although it is very famous globally. Our challenges will be to capitalise on the strengths of either and carve a clear niche for ourselves… I am glad that Piaggio has placed their trust in us.

     

     

     

  • The company has transformed exponentially from a pure play PC brand to a global leader offering a diverse range of innovative consumer, commercial, and enterprise technology products

    Lenovo hands over digital mandate to Performics

    By A Correspondent

     

    Computer maker Lenovo India has assigned its full range of digital media duties to Performics. Lenovo has the distinction of being the largest personal computer (PC) manufacturer in the world serving customers in more than 160 countries. The brand has re-invented and invigorated the personal computer category and has changed the way consumers perceive computing devices.  In the past decade, the company has transformed exponentially from a pure play PC brand to a global leader offering a diverse range of innovative consumer, commercial, and enterprise technology products.

     

    Mayoori Kango

    Mayoori Kango, Managing Director, Performics. Resultrix says, “We are pleased to partner with a highly reputed technology firm such as Lenovo. Performance marketing can help bridge the gap between offline and online sales. We will tailor for them the right mix of content, communication, media channels and audience insights. Conversion rate optimization is a trademark process of Performics globally and we will leverage our strength in this area. We will amplify the Lenovo brand across platforms.”

     

     

    Bhaskar Choudhuri

    Bhaskar Choudhuri, Director Marketing, Lenovo India says “We are a customer-centric technology brand and were on the lookout for a partner to enhance our performance marketing practice and keep us ahead of the digital curve. We believe that this is critical today to engage potential customers who buy online or research online but purchase offline. Performics has great credentials and provides cutting edge solutions in media analytics, media technology and programmatic buying, which further cemented our decision to form this partnership.”

     

  • The campaign conceptualized by GREY group India captures the frustration of fleet owners and truck drivers by giving them the perfect solution

    Indian Oil gets ‘Babaji’ to endorse new product attributes

    By A Correspondent

     

    Diesel engine oils constitute an important segment of Indian Oil’s lubricant portfolio. SERVO Pride XL Plus, the advanced diesel engine oil caters to various segments in this category – such as light commercial vehicles and heavy commercial vehicles.

     

    Vehicles these days are designed to be more powerful, which naturally puts a lot of load on the engine oils being used. Drivers and owners would prefer oils that give enhanced fuel economy and longer drain intervals to bring down their operating costs. They would also prefer oils that prevent soot build-up and reduce wear & tear, bringing down the maintenance costs, so as to keep the engines as healthy as possible.

     

    The campaign conceptualized by GREY group India primarily caters to fleet/truck owners. A smooth-running fleet means their customers are assured of timely delivery of goods which attracts more business. The need was to position Servo Pride XL Plus as a reliable ally that ensures their trucks and operations run uninterrupted, every day.

     

    The main protagonist in the campaign is ‘Babaji’, a wise man who understands the problems faced by fleet/truck owners and their families. Maintenance of these trucks comes at a cost, which is eventually borne by the family. That’s because maintaining these trucks takes up a lot of time and attention, leaving truck/fleet owners little time to deal with their personal issues.

     

    In the TVC, ‘Babaji’ recommends Servo Pride XL Plus as a solution to all their problems.

     

    Indrajit Bose

    Indrajit Bose, Executive Director I/C (Corporate Communications & Branding), Indian Oil Corporation Ltd, said, “We wanted to position Servo Pride XL Plus as a reliable partner that ensures fleet operations run smooth. Communicating this broad yet unique thought was a little challenge as it had never been done in this category. However, the scripts presented to us by GREY made us chuckle and instantly helped us gain confidence in this thought. Furthermore, the TVC artistically directed by Nirvana Films took the films to a different level and will enable us to effectively connect with our diversified consumers across the country.”

     

     

    Vineet Singh

    Vineet Singh, Senior Vice President and Office Head, GREY group India (Mumbai) said, “Fleet/truck owners are always under stress when their trucks are on the move, and this stress is invariably passed on to their families in one way or the other. The communications attempts to address the root cause of all these problems in a light-hearted manner.”

  • To substantiate its claims, Emami had submitted detailed response along with clinical trial reports done at a renowned International Laboratory in USA

    ASCI dismisses complaint against Emami Hair oil

    By A Correspondent

     

    In an encouraging move to both consumers and brands, the Advertising Standards Council of India (ASCI) has affirmed the soundness of the claims of “Emami 7 Oils in One Damage Control Hair Oil” of providing ‘Upto 20x stronger hair’ and ‘Upto 96 per cent less hair fall’.

     

    The affirmation of ASCI on the soundness of the product comes in the wake of complaint received by them on the above claims being made by the brand, which was dismissed by the regulatory body.

     

    To substantiate its claims, Emami had submitted detailed response along with clinical trial reports done at a renowned International Laboratory in USA, which proved that there was upto 96 per cent reduction in hair fibre breakage for ‘damaged Indian black hair’ treated with single application of Emami 7 Oils in One vis-a vis untreated hair of similar origin.  Emami also shared instrumental studies conducted at IIT Mumbai to validate the product’s efficacy in terms of hair fibre smoothness and its thickness.

     

    Based on the above, the Consumer Complaint Council (CCC) of ASCI concluded that both the claims of “Upto 20X Stronger Hair” and “Upto 96 per cent Less Hair Fall” have been duly substantiated and do not mislead consumers. ASCI’s decision reaffirms the sound testimonials of ‘Emami 7 Oils in One Damage Control Hair Oil’.

     

    Emami 7 Oils in One damage control hair oil has been designed by leading international hair trichologist and the Research & Innovation Team of Emami Limited with the unique combination of vegetable oils, mineral oils, omega fatty acids, vitamins and hair beneficial 7 herbal aushad complex.

     

  • Highlights father's lethargy post a heavy meal as he is unable to fulfill his desire to play with his son

    Ruchi Soya plays up health benefits of its Sunrich variant

    By A Correspondent

     

    Sunrich, refined sunflower oil from the house of Ruchi Soya Industries Limited launched its new marketing campaign by unveiling a TVC for its target markets primarily focusing on south, since the region is the biggest consumer of sunflower oil. Sunrich’s new TVC is launched in states like Karnataka, Kerala, Tamil Nadu, Andhra Pradesh and Telangana. The objective of the new TVC is to communicate the superiority of Sunrich over other sunflower oils due to its unique proposition of added vitamins and up to 15% low absorption.

     

    The TVC opens with a father dreaming that he is swimming with his son whereas, in reality he is sleeping due to lethargy post having a heavy meal. Priyanka Upendra, the brand ambassador of Sunrich addresses his exasperated wife and family by advising them to switch to Sunrich Refined Sunflower oil, as it is fortified with Vitamins A & D and offers less absorption than ordinary sunflower oil, which helps people remain active even after heavy meal

     

    Commenting on the marketing objective, Alok Mahajan, Head of Marketing, Popular Division of Ruchi Soya Industries Limited says, “People want to eat a wide variety of food to their hearts content, but changing lifestyles keeps people sedentary; making one feel lethargic and put on weight. Hence now people have started ‘watching’ what they eat and counting calories. The main idea around which the TVC is constructed is that when you are ‘lazy’ and ‘lethargic’ your wishes are often only fulfilled in your dreams. For actually converting your wishes to reality you need to be active and healthy.”

     

    Hemant Kumar, Executive Creative Director, Orchard Advertising said, “With brand Sunrich, we identified an opportunity to talk to young married couples who are self-driven to succeed in life. Keeping in mind the reality of their lives, it would be purposeful for the brand to talk about the other side of life they are fast losing out on, which is health.  Sunrich being a sunflower oil, with added benefits of low absorption and added vitamins has the ability to help people live healthy rich.”

     

    It naturally contains Vitamin E and the addition of vitamins A & D which may help in improving eye sight and bone health. Sunrich contains lesser proportion of saturated fats and is significantly fat free which may help reduce cholesterol over time. Unlike ordinary oils food prepared in Sunrich sunflower oils absorbs up to 15% less oil. The sunflower oil has 0% cholesterol and is high in PUFA, which may help improve heart health. Sunrich is also a member of the prestigious National Sunflower Association, USA.

     

    The TVC has been conceptualized by Orchard Advertising and produced by Ignition. Maxus India is the media agency. The TVC will be on air till 14th August 2016.

     

  • Amazon Fashion's new campaign created by Ogilvy Bangalore

    Amazon talks to the youth with ‘Citizens of Fashion’ pitch

    By A Correspondent

     

    There was a time when you could tell by a person’s clothes if he was from the city or a small town. Now you can’t. Today, youth across metros, cities and small towns have access to top national and international fashion brands that reflect their global aspirations and style. Based on this insight, Amazon Fashion’s new campaign shows how fashion has become a unifier and a language that bonds Indian youth into a cult called ‘Citizens of Fashion’. A 3600 degree campaign encompassing TVC, Digital, Print and OOH, Citizens of Fashion portrays the new Indian youth who remain rooted within, but are breaking traditional stereotypes with their sense of style.

     

    Shot in Varanasi, the two commercials show how Indians in every nook and corner are becoming increasingly fashion aware. Created by Ogilvy & Mather Bangalore and directed by Arun Gopalan of Storytellers Productions, the films are set to foot-tapping music and have slick cinematography.

     

    Azazul Haque, Executive Creative Director, Ogilvy Bangalore said: “Fashion belongs to everyone. It belongs to those who live in Paris. It belongs to those who live in Banaras. All you need is the desire to look stylish and fashionable. Amazon Fashion wanted to celebrate these citizens of fashion who live everywhere. In small towns. In big cities. Amazon Fashion wanted to become the destination for anyone who is seeking the latest style and famous fashion brands, online.”

     

    The idea was to make brand Amazon Fashion edgy yet relatable. Extremely fashionable yet mass. So came the idea of Parispur and Rioganj. People who are extremely fashionable yet earthy. The contrast of people in an extremely relatable backdrop behaving like the mass of India but dressed in high fashion clothes. People who turn Kamalapur to Parispur and Raiganj to Rioganj. People who are the citizens of fashion.

     

    Arun Sirdeshmukh, Head of Amazon Fashion said: “Amazon Fashion is one of the fastest growing stores on Amazon.in with a wide selection of over 2 million fashion products available across categories. Our fashion store has now become a one-stop destination that offers engaging fashion editorials, curated selection and a wide range of top national and international fashion brands. The new campaign reinforces our transformation vision in India as we bring the latest and exclusive in fashion to the doorstep of our fashion savvy customers across the country, including tier2/3 cities.”

     

    Apart from the two TVCs, the campaign also includes a 95second digital film – a fashion manifesto that talks about a set of beliefs and attitudes, Citizens of Fashion live by. There’s also a first of its kind activation idea being executed. Watch out, Citizens of Fashion are going to surprise you again.

     

     

     

  • The Beer Cafe has introduced a new integrated marketing campaign to celebrate consumer’s #LoveForBeer

    #LoveForBeer urges consumers to profess love for their favourite brew

    By A Correspondent

     

    Started with a vision to proliferate a fun and responsible drinking culture, The Beer Café has the largest collection of beers under one roof. It has over 50 brews from 18 countries and is a key stakeholder in the beer culture of the country, facilitating knowledge and a deeper understanding of the world’s third most consumed beverage. This campaign is about helping enthusiast discover, nurture and share their unconditional #LoveForBeer.

     

    Conceptualised by Dentsu India, it is an expression and philosophy that stands for the love and passion a beer enthusiast feels for his mug, or pint. Aligned with the marketing strategy, the ads depict different themes from travel to relationships all highlighting one’s love for their favourite brew and how The Beer Café is equipped to catalyse more passion great beer.

     

    Commenting on the campaign, Rahul Singh, Founder and CEO, The Beer Café said, “People are caught up with chaotic lifestyles and often forget to pause, take a break and just relax. Beer can make a bad day better and a good day great. Our new campaign reflects the enormous variety of beers we have, offering guests a truly world- class beering experience right in their neighbourhood. One can drop in every week and savour a different beer on each visit. We are also using technology based features to engage and educate consumers, helping inquisitive beer enthusiasts distinguish their lagers from their ales.”

     

    The campaign rolled out with out-of-home advertising in Mumbai and radio across major cities Mumbai, Pune, Delhi NCR and Bengaluru. Followed by print advertisements in a leading national daily. The month long promotions will also go live on the company’s digital platforms- Facebook, Twitter, Instagram and other partner websites as well. It will be sustained through contests and giveaways on social media. There will also be in-store engagement activities to establish a direct connect with patrons and invite them to share their #LoveForBeer.

     

     

     

  • Tata Salt has tied up with India Olympics Association (IOA) as a sponsor of Indian Olympics contingent

    Tata Salt campaign cheers Indian contingent to Rio

    By A Correspondent

     

    Tata Salt recently launched a significant campaign, “Namak ke Waastey” that aims at catalyzing conversations and generate mass support for the Indian Olympians. While sport has been a binding force that transcends the social and economic barriers to unify the citizens of the country, we as Indians have been sparing in terms of showing our love and support towards only a few sports. Often coming from humble backgrounds, our Olympians tirelessly work towards their goal of winning a medal for the country, with minimal support due to their sheer passion for sports and love towards the country.

     

    Tata Salt has tied up with India Olympics Association (IOA) as a sponsor of Indian Olympics contingent and is dedicated in generating awareness about less sensational sports and win mass support for the players representing the nation at Rio this year. While the campaign brings forth their stories of hard work, determination, hope and most of all, the pride of representing India at the Olympics, the objective is to spark the change from indifference to mass support amongst a nation of 1.2 billion people.

     

    “Namak ke Waastey” is a step forward in Tata Salt’s journey of augmenting consumer trust over the years, through innovative brand building and distinctive campaigns. The campaign supports Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics at the age of 19; Babita Kumari, the young wrestler who won gold at the 2014 Commonwealth Games; Inderjeet Singh, the shot putter who brought India gold at the Asian Athletics Championships in 2015; and Avtar Singh, the judoka who bagged gold 2016 South Asian Games in their efforts to represent India at a global level. The campaign went live earlier this month with a series of videos, expressing the athletes’ undying spirit and passion to win. The videos have been crafted in a manner which instills a sense of empathy, pride and drives the nation to unite and support these athletes.

     

    Expressing his pleasure on supporting the inspiring heroes, Sagar Boke, Head- Marketing, Tata Chemicals Ltd. (Consumer Products Business) stated, “Over the last three decades, Tata Salt has gained the stature of ‘Desh ka Namak’. Taking this philosophy forward, the brand would play role of a catalyst to fuel the conversations around the topics that are important to the nation. Our campaign on Olympics is an effort in that direction. The brand Tata Salt intends to generate support for Olympians by virtue of its connect, stature and reach across the nation and gather millions to cheer for Indian Olympics Contingent representing India at Rio. The stories of people like Shiva Thapa, Babita Kumari, Avtar Singh and Inderjeet Singh are very inspiring. It is very important to acknowledge and highlight the efforts of these people. I am touched and inspired by these stories. We also intend to generate conversations around the individual sports, hardwork that goes into making of an Olympian and lastly, how can citizens contribute to bring more cheers to the country.”

     

    The brand signed up with lesser known faces for the campaign with the intention of providing them well deserved recognition and appreciation. “Namak ke Waastey” is a marketing campaign that employs digital and social media, radio, TV, and activation to get its message across to the masses. Through its wide distribution base, Tata Salt Limited edition Olympics packs will reach out to over 7cr households across the nation with a call to action, where consumers can give a missed call and record their wishes to support the Indian Olympic contingent. Tata Salt will also be releasing a series of digital behind the scenes infographics and pictorials on social media platforms to amplify the message of support and nationalism. Focusing on rigorous workouts, diet plans and hectic schedules, the posts showcase their drive to achieve the dream of coming home, to cheering crowds, as champions who have been able to raise the Indian flag on foreign grounds and have been able to withhold the honour of the country and themselves. These athletes are a true epitome of the values of integrity and loyalty that Tata Salt stands for. This will be followed by a stream of content like Olympic facts, discussion on Olympics by eminent personalities etc.

     

    Speaking on the campaign, Vikram Menon, President & Country Head, Ogilvy One India stated, “A massive number of Indians do not support, or even know about the Olympians who represent India on the global platform. We all know our popular sport persons’ names and their backgrounds, but how many of us really know our Olympians names, their sports, backgrounds, their challenges and difficulties? These Olympians have made immense sacrifices and qualified to represent our country, as 1 person from over a billion people who are good at a rarely heard of sport. The ideation for this campaign started with the need to support the journey of these Olympians and cheer them for representing India. We are extremely pleased to partner with Tata Salt and created the series of digital videos which aims at giving our viewers a reality check on the story of these athletes and to encourage people to support their journey to the Olympics.”

     

    Tata Salt is also the title sponsor for the marathon, “The Great India Run: Jeet Har Kadam Par”, which is symbolic of sportsmanship and the mass support for Indian Olympians at Rio. The aim of these interactive initiatives is to garner maximum encouragement from the country, spread awareness about budding sportsmen and encourage interest in sports other than cricket.