MxMIndia

Category: NEWS

  • The campaign carries the brand philosophy of 'Desh ka Namak' forward

    Mary Kom endorses campaign for Tata Salt

    By a correspondent

     

    Five-time World Boxing Champion and Olympic winner MC Mary Kom will be seen endorsing a campaign for Tata Salt. The campaign carries the brand philosophy of ‘Desh ka Namak’ forward and celebrates contemporary icons that are going beyond their own success and giving back to the country in their own areas of work.

     

    The ad campaign tells the story of the inspirational icon, Mary Kom – an Indian pugilist who hails from a poor, tribal family from Manipur. Mary Kom’s journey is a humble and powerful human story that the TVC captures. She rose against several hardships to achieve success for herself and the nation in the international arena. Her vision of success however didn’t stop at medals and accolades; it encompassed her community and the nation.  She nurtures the dream to create many more Mary Koms who will put India on the world sports map.

     

    Speaking on the new campaign, Ashvini Hiran, COO – Consumer Business, Tata Chemicals said, “Tata Salt is honored to be an integral part of 80 million households and it is the brand’s persistent effort to sustain this faith by providing a product of the highest quality. ‘Maine Desh Ka Namak Khaya Hai’ is reflection of the brand’s unflinching faith in the people of the country who are living the values of loyalty and are engaged in the holistic development of the nation.”

     

    Speaking of the brand’s new campaign, Shalaka Kamat, Head Marketing – Consumer Product Business, Tata Chemicals said, “Tata Salt has evolved from being a packet of salt to being known as ‘Desh Ka Namak’. The new campaign celebrates people who compose the moral fabric of the country. There is none better than MC Mary Kom to illustrate the brand values. She exemplifies the commitment of every Indian towards the country. Her journey of becoming a global icon and working towards creating future icons is truly inspirational. ‘Maine Desh Ka Namak Khaya Hai’ aims to give people a platform to bring forth stories of other inspiring individuals doing their bit for the betterment of the community and the nation. With this initiative, ‘Desh ka Namak’ means to connect people through the core values of the brand making it a collective movement.”

     

    K S Chakravarthy

    KS Chakravarthy, National Creative Director of FCB Ulka said, “The new campaign ‘Maine Desh Ka Namak Khaya Hai’ will reinforce the brand’s core belief, “Every Indian believes that he/she is making a difference to the country. We wanted to carry the legacy of this iconic brand forward with the new campaign to illustrate the brand credo, ‘Maine Desh Ka Namak Hai’ we zeroed upon the story of MC Mary Kom. Hers is a story of courage and loyalty to the community that has the potential to inspire many. She literally lives the Tata Salt brand values.”

     

  • The initiative reiterates bindass' brand philosophy of being an 'Enabler of Purposive Action'

    Facilitating changemakers the bindass way

    By a correspondent

     

    Youth brand bindass’ recent initiative ‘b for change’ is seeing support from many quarters as the channel encourages youngsters to become agents of change. Bollywood’s Youth Icon, Abhay Deol was the guest of honor at a special event held in the capital recently to felicitate a few young change makers, whose work has been featured on bindass earlier as a part of ‘b for change’.

     

    The initiative reiterates bindass’ brand philosophy of being an ‘Enabler of Purposive Action’ through engaging entertainment that can inspire the Indian youth. The hosts of the channel’s two marquee shows under the ‘b for change’ umbrella, Karan Tacker from ‘Halla Bol’ and Gurpreet Saini from ‘Change Aayega, Hum Laayenge’ were also present at the event to mark their support.

     

    The change makers who were felicitated at the event included Alisha Sharma from Mumbai, who started the ‘Chappal Marungi’ campaign, which encourages victims of eve teasing to fight back the molesters; Shreeya Parekh from Bangalore who spreads awareness about environmental issues through her blog ‘Green living’; Rashi Anand from Delhi started  ‘Lakshyam’, India’s first toy library for under privileged children; Mishika Singh from Delhi who was one of the founding member of ‘Besharmi Morcha’, a campaign to raise voice against the attitude of blaming rape or sexual harassment on any aspect of a woman’s appearance.

     

    “India is slated to be the youngest country in the world in the next couple of years. The youth in our country are brimming with positive energy evident in the self-motivated actions taken by youngsters like Alisha, Shreeya, Rashi and Mishika. ‘b for Change’ started with one of our strongest youth insights that our viewers are looking for platforms to channel their efforts. Our campaign aims to give them that platform. We hope that shows like ‘Halla Bol’ and ‘Change Aayega, Hum Laayenge’, will help route this positive energy of youth into actions that would yield the much needed change. Felicitating them is our way of encouraging many more such inspired youngsters to come forward and lead the efforts for a better tomorrow,” said Indrajit Ray, Executive Director – Content, Media Networks, Disney India.

     

  • DTH player Tata Sky has unveiled a series of ad campaigns explaining the concept of the newly launched service

    Now SOL with Tata Sky karaoke

    By a correspondent

     

    Having added another first to its name by launching a video-based karaoke service, DTH player Tata Sky has unveiled a series of ad campaigns explaining the concept of the newly launched service. Tata Sky’s karaoke service captures audience’s attention immediately with people singing out loudly off-beat songs. The service seeks to offer subscribers a world of options for singing and entertainment within their homes.

     

    While one of the ad films demonstrates a bunch of youngsters parting in their room, the other ad film demonstrates the whole family having some fun with karaoke singing. The ads showcase people from different age groups and different situations enjoying singing with Tata Sky karaoke. The message of ‘You don’t have to be a great singer to have fun, at least the lyrics will be right with Tata Sky Karaoke’ (Kum se kum lyrics toh sahi honge) is humorously scripted in both the ads. The ads capture the key features of Karaoke with identifiable situations of lives, bringing a smile to our face inevitably.

     

    Vikram Mehra

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “The love for singing and dancing is epitomized by Bollywood movies. Karaoke may be a new activity for a large part of India, but singing as an entertaining and collective activity was never an alien concept. Be it a family function or a night out with friends, singing our favorite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalizing on this sentiment, the Karaoke ads capture the simplicity of tuning into the service any time of the day for non-stop entertainment.”

     

     

    Abhijit Avasthi

    Abhijit Avasthi, creative director, Ogilvy & Mather film stated, “Karaoke had to be pitched as a social activity in the realm of enjoyment. While the product was revolutionary we wanted people to see it as on obvious relevant product which seamlessly fits into, rather enhances an already existing moment in their life. Essentially, all we had to do was to let people know the key features of Karaoke that will make fun moments over singing, even more fun.”

     

  • Her ex-porn star status opens up endorsement chances for the Indo-Canadian actor

    Sunny days welcome this Leone in brandland

     

    By Ishani Duttagupta

     

    Sunny Leone, to her throng of fans, conjures up images that are mostly too vicarious to describe. But once you hear her out, you would wonder whether it’s a former porn star – adult entertainer if you will – or a marketing guru doing the talking.

     

    “I think I offer a unique brand of worldwide traffic and fans that is different from what is offered by other celebrities in India,” says the Indo-Canadian actress who was born Karenjit Kaur Vohra to Sikh parents in Ontario, Canada. There’s more: she also lets on that she’s “specialized in social media marketing” and companies that tie up with the Sunny Leone brand “see the potential and value” in it.

     

    Meet Sunny Leone, porn star turned digital entrepreneur cum brand endorser. And if you aren’t still convinced here’s some more: “This year we launched our own Sunny Leone app and platform that integrates all social networks with our own marketing team [her business interests are run under her banner company Leone LLC]. We now reach the end consumer in a way that companies hope to in an everchanging world market,” she said in an email interview.

     

    Perhaps it’s time to take the Bollywood actor who was most searched online in 2013, the Penthouse Pet of the year a decade before that, and one of Maxim’s 12 top porn stars of 2010 a bit more seriously, and with more respect. A clutch of marketers is doing exactly that by signing her up to endorse their brands. Those labels of course are not of soaps, detergents or toothpaste but tend to be on the edgier side – think energy drinks, liquor, and inevitably condoms and adult entertainment websites.

     

    “Products such as energy drinks, alcohol and – more obviously – adult entertainment websites have sexual attraction built in either as subtext or as an overt promise. In that context, Sunny Leone becomes the perfect choice as brand ambassador. She’s a porn actress who has now become a Bollywood star – hence known and fantasized about by millions. Who better to be the face of an A-rated brand,” explains Sumanto Chattopadhyay, executive creative director, Ogilvy & Mather Advertising, Mumbai.

     

    A True Entrepreneur

    Raw sexuality, however, may not be the only reason marketers are making a beeline for Leone. Consider, for instance, why Mydala, an online discount coupon platform, signed her recently for a promotional contest partnering with Balaji Motion Pictures for the release of Ragini MMS-2, a ‘horror-thriller’ film in 3D.

     

    “That she’s the most searched Indian celebrity on Google, with 80% of the traffic coming from India, is obviously proof of her popularity. However, I personally connected with her as a woman entrepreneur who is practical, down-to-earth and unapologetic about providing a service, for which there’s obviously a big market in India,” says Anisha Singh, CEO and founder of Mydala, which is targeting 200 million consumers across 152 cities in India.

     

    Ms Singh points out that the contest, which offers an opportunity to the winner to “meet and greet” Leone, has registered over 7,000 participants so far. “The promo has also created a big buzz in the mobile space, from where a large number of our users are coming,” says Singh, who founded Mydala in 2009.

     

    The acceptance of Leone as a brand ambassador in India also signals an awakening of the Indian consumer, especially younger women, feels Sreemoyee Piu Kundu, an author who made her literary debut in the genre of erotic fiction with Faraway Music, published by Hachette.

     

    “Be it Sunny Leone or Katrina Kaif in the Aamsutra ad [for beverage brand Slice], what they are representing is already replete in our own cultural consciousness – desire, desirability and carnal cravings. Leone selling porn, under a commercial garb, still remains questionable but then so do certain vulgar sex comedies and item songs with double meanings – but even us talking about it is a coming out of sorts,” says Ms Kundu, adding that it’s high time we learn to talk about sex and a woman’s right to physical pleasure in the same tonality as we would lend to a man.

     

    Leone and Kaif may have their similarities – both grew up overseas and look more foreign than Indian – but it may still be early days to talk about them in the same breath. “Katrina Kaif is not only a popular Bollywood celebrity with fan following globally, but she also embodies the values of beauty and self-confidence,” says Chander Mohan Sethi, senior vice-president, Southeast Asia, Reckitt Benckiser Group. The company signed up Kaif as early as 2004, when it launched Veet, a hair removal cream brand, in India.

     

    It’s the “beauty” Sethi talks about that makes Kaif more acceptable in the mainstream; that trait, however, isn’t quite top of mind when brand Leone is recalled.

     

    Connecting with Desis

    Leone’s connect is more palpable with brands like IMbesharam, India’s first online store for adult entertainment products. “The most difficult challenge we faced when setting up the whole business concept in India was the misconception about the brand. Signing up Leone as brand ambassador was our best decision and she helped us get instant recognition and present the brand concept as an international store for Indian customers,” says Raj Armani, the US-based COO of Besharam Co. IMbesharam, which stocks everything from ‘adult’ toys and ‘energy and performance’ products to massage oils and aphrodisiacs, claims that Leone has played a key role in helping the web store reach out to 1.3 billion Indians worldwide.

     

    Armani explains that Leone comes across as an independent woman with an edgy and global lifestyle, who lives on her own terms. These are values, he insists, that appeal to both men and women customers of IMbesharam’s products. “Sunny connects well with both men, who look up to her and desire her, and women, who look up to her either with curiosity or in appreciation,” Armani says, adding that the store’s sales have tripled in the past six months, with traffic steady at roughly 120,000 monthly visitors from India.

     

    Manforce, a condom brand from Mankind Pharma, is another brand that would seem to have an obvious fit with Leone. “With Leone, Mankind has succeeded in positioning the brand clearly and establishing a strong connect between the celebrity endorser and the product Manforce,” says RC Juneja, CEO and chairman of Mankind Pharma who claims that the association is working wonders for sales of the condom label.

     

    A growing acceptance of the adult entertainment genre among younger Indians is translating into endorsements for Leone, along with the freshness and unpredictability she lends to the brand, feel brand experts. “In an era in which pornography is not looked down upon by the young at heart in India, Sunny Leone brings a lot to the brand endorsement party,” says Harish Bijoor, brand expert and CEO, Harish Bijoor Consults Inc.

     

    Mr Bijoor expects Leone to gradually move into the mainstream as she gets accepted by more and more Indian consumers. “As of now Sunny Leone is all about the condom, the whisky, the energy drink, possibly an energy capsule and of course an adult website on the prowl, but expect her to move on from here to more solid categories of household consumption at large. From being a bedroom brand endorser to moving across to still broader categories is not going to be impossible for Leone,” adds the brand guru

     

    Wild Wonders

    Not everybody thinks that way. Ogilvy’s Mr Chattopadhyay reckons that brands targeted at family audiences would do well to stay away from Leone. “The housewife would certainly disapprove of her and try to keep brands associated with Leone away from her husband and kids,” he cautions.

     

    For the time being, clearly, it’s brands associated with libidinal pursuits that are riding on the Leone wagon. An example is XXX energy drink from Viiking Ventures, a Mumbai-based hospitality, beverages and FMCG firm that signed up Leone when it launched the drink in mid-2013. Market information suggests that the contract is worth Rs 1.5 crore, a figure the company rubbishes. A company spokesperson says Leone’s focus on “her body and fitness” was the key consideration when signing her up and “we decided to leverage those strengths. She was also a fresh face in the industry when we signed her up”.

     

    Leone signed her first endorsement contract with a mobile handset maker called Chaze almost two years ago. At that time Leone had expressed her excitement over being associated with a “young and vibrant” product. She could, however, do little to make that vibrancy endure; Chaze seems to have sunk without a trace.

     

    Today, however, the market may be more ready for Leone – or so would those banking on her like to believe. Says Tanuj Garg, CEO of Balaji Motion Pictures: “Young people in India today are far more exposed to global trends and are open to adult entertainment genres. In that context, it is a coup of sorts that we cast Leone in Ragini MMS-2.” How that flick does at the box office will provide clues to the durability of the Leone school of brand endorsements.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The book takes the readers through an extraordinary life lived by an ordinary mortal bringing in eleven astounding storie

    Mauritius gets a taste of ‘Life Money Can’t Buy’

    By a correspondent

     

    Mitrajit Bhattacharya

    After receiving a positive feedback on the launch of his book in India, Chitralekha’s Mitrajit Bhattacharya now plans to release his book across international destinations. As a starting point, Bhattacharya got the Honorary Arvin Boolell G.O.S.K, Minister of Foreign Affairs, Regional Integration and International Foreign Trade, Government of Mauritius to launch ‘Life Money Can’t Buy’ in Mauritius.

     

    The evening was hosted by Ravin Lama and Bhawana Maskey, Directors, Mind Initiates Ltd and saw attendance of crème de la crème of Mauritius including industrialists, business persons and representatives of the State.

     

    The book takes the readers through an extraordinary life lived by an ordinary mortal bringing in eleven astounding stories. From being enchanted by a mermaid frolicking around a yacht in the waters off the coast of Capri to flying a jet in Switzerland, from cheering on a game of polo with Maharajas for company to having his own ‘wonderland’ moment with the Great Wall of China as the backdrop, this book is Mitrajit’s expression of the fascinating adventures he has encountered while pursuing his assignments.

     

    A storyteller at heart, the book is his way of reaching out to readers. It’s his way of telling the world that if you really believe in strange, fascinating and unforgettable adventures, they are likely to come your way. Talking about his book, Mitrajit said, “This book is a journey of my life over the past decade or so. It’s about the out-of-the box experiences I was fortunate to have covering the ‘luxe’ world criss-crossing continents. Hope you enjoy leafing through my adventures as much I have enjoyed ‘living’ them.”

     

  • Priyanka in her earlier journey has had long stints with Ogilvy and JWT and brings with her solid cross-category experience

    Priyanka Rishi appointed GM at Taproot

    By a correspondent

     

    Taproot India has appointed Priyanka Rishi as their General Manager, based in Mumbai and will be reporting into CEO Umesh Shrikhande.

     

    With more than 16 years in the business, Priyanka in her earlier journey has had long stints with Ogilvy and JWT and brings with her solid cross-category experience.

     

    Umesh Shrikhande said: “With so many interesting opportunities for adding value to our clients’ businesses and brands, Priyanka is a welcome addition to our talented team. She is passionate about both strategy and creativity and comes with a deep and insightful understanding of brands. Infusing our team with such strong talent will further the process of adding depth and sparkle to brand Taproot.”

     

    On her appointment, Priyanka Rishi said, “To be a part of an agency that has set benchmarks for the industry is professionally stimulating and exciting. I look forward to building on Taproot’s strengths and work ethos to create an even stronger organization.”

     

  • The workshop helped in understanding the deployment of the future watermarked system at the broadcaster end

    BARC conducts workshop on Watermark Technology for broadcasters

    By a correspondent

     

    To enable deeper understanding of the watermark technology, BARC conducted Technical Workshops countrywide for broadcast engineers from March 18th-21st 2014. This helped in understanding the deployment of the future watermarked system at the broadcaster end.

     

    The workshop was conducted by technical experts from BARC’s technical partners. Watermarking technology inserts a mark inaudible to the human ear into programs. This mark contains the identification of the channel which broadcasts the program and the regular broadcast timestamps. The meters installed in panelists’ homes can retrieve this information. This audio watermark is inaudible to viewers, and is compatible with both digital and analog broadcasting.

     

    Partho Dasgupta

    On successful completion of this workshop, Partho Dasgupta, Chief Executive Officer, BARC said, “It was a delight to see a massive and encouraging participation from 150 plus broadcast personnel at the recently concluded Watermarking technical workshop by BARC. This technical workshop was successfully held at multiple locations in India. It gave a unique opportunity for the broadcasters to interact directly with the technology and service providers. The broadcasters have already started placing orders for the watermarking embedding technology required at their playout centres.”

     

  • emphasizes how the incredible range of cars on CarTrade.com will leave consumers spoilt for choice

    CarTrade.com’s new TVC highlights its one-stop-shop USP

    By a correspondent

     

    Leading car portal Cartrade.com has launched a new campaign starting with a TVC to highlight the website as the ultimate address for buying a car, whether old or new. This campaign is focused on choice and has been conceptualized by its agency FCB Ulka. It emphasizes how the incredible range of cars on CarTrade.com will leave consumers spoilt for choice.

     

    The ad is inspired from the insight that every consumer struggles to arrive at a choice. It fills both his rational and emotional needs and more often than not, the consumer ends up compromising one for the other, due to the paucity of options or time to search for those options.

     

    The ad shows a consumer’s heart (dil) and mind (dimaag) debating whether to choose a car that the heart is set on or the one that makes more practical sense. CarTrade.com’s USP is that it gives you all the information on cars available in the market today across models, brands and manufacturers. So now buyers don’t have to worry about exploring every car outlet in the city to find the right car. Besides, accessing all the information that a buyer needs about a car, its pricing, features, comparison, and reviews etc, CarTrade.com offers the widest range of cars you can find online. The only decision the consumer is left with is to make up his mind from the plethora of carsin front of him

     

    Commenting on the campaign, Vinay Sanghi, Founder and CEO, CarTrade.com said, “CarTrade.com prides itself on the extensive variety of cars that we have available for the consumer to choose from and we wanted to communicate the same in an interesting and funny manner. The ad clearly brings out the fact that when it comes to buying a car, consumers need not look further than CarTrade.com to be their ultimate guide. We feel that this commercial will help associate the brand with the values of choice and trust.”

     

    The Mumbai-based online platform, Cartrade.com has over 3.8 million unique visitors every month researching for new and old cars. The latest campaign aims to strengthen its brand identity of offering the best range of automobiles available, and firmly establish its features and services in the market.

     

  • The studio is gearing up to recreate the remarkable epic story in live action on a large scale

    Disney India to develop ‘The Mahabharata’ for the big screen

    By a correspondent

     

    Disney India’s studio business has announced plans to bring the epic mythology tale The Mahabharata to the big screen. The studio is gearing up to recreate the remarkable epic story in live action on a large scale, which will be directed by Abhishek Kapoor and written by renowned author Ashok Banker.

     

    “Indian mythology has a great wealth of stories which have inspired legions of creative minds and The Mahabharata unarguably is the most ambitious and all-encompassing of them all. We believe this epic which has engaged generations of Indians will translate into a magnificent silver screen saga,” said Siddharth Roy Kapur, Managing Director -Disney India.

     

    “The Mahabharata expresses the universal truth; it has defined my understanding of spirituality and of all humanity. I aim to translate this onto the big screen, engage minds and deliver a world class cinematic experience,” said director of the film Abhishek Kapoor. “There could be no one better than Disney India, with its prowess as a creative and distribution powerhouse, to narrate this epic in the manner that befits it.”

     

    For the first time in Indian cinema, a single narrative will be told across two movies. The film will go into pre-production post the completion of Abhishek Kapoor’s next venture with the studio, Fitoor, which goes on the floors in July.

     

  • The OBD team has effectively registered 40,000 first time youth voters to exercise their fundamental right

    DDB MudraMax’s OBD attracts 40,000 first time youth voters

    By a correspondent

     

    Since taking flight about six months ago, Operation Black Dot, an initiative by DDB MudraMax and Thincquisitive Foundation to help make voting easy, engaging and fun for the urban youth, has managed to successfully bring about a shift in the way youth looked at voting. By breaking down politics and making it more engaging and inclusive, the OBD team has effectively registered 40,000 first time youth voters to exercise their fundamental right.

     

    The aim was to present conventional political discourse in a format which interests below 25 age group as well as explain important political events/facts. At one level the team worked in 60 campuses across the city, helping students make their voter IDs by use of cutting edge technology to quicken the process and at another also conducting such engagements to generate awareness leading up to the 2014 General Elections.

     

    Pratap Bose

    Pratap Bose, COO, DDB Mudra Group, “The whole concept of “voting” has always been looked as an activity that is to be addressed and taken upon by the older generation. While it is the youth of our country who are going to play a significant role in building the Indian economy and tend to the future of our nation. It was hence important for us to not only change the face of voting, to make it appealing to the youth, but also provide guidance, help them understand the nature of politics and also reiterate the fact that they can make a difference.”

     

     

    Samyak Chakrabarty

    Samyak Chakrabarty, Founder of Operation Black Dot & Chief Youth Marketer, DDB Mudra Group said, “Operation Black Dot has been able to successfully convey that political discourse does not always have to be conventional and can be disseminated in a format which appeals to the younger generation. From putting Member of Parliaments on a bean bag at youth hangouts to catchy videos on complex parliamentary affairs, we are making an attempt to bridge the gap between policy makers and young citizens. Going forward, our intent is to continue this movement and find more innovative methods to keep young India engaged with political affairs.”

     

  • The project will be the first film jointly produced by the two companies in India

    Endemol, Lionsgate to co-produce ‘Warrior’ in Hindi

    By a correspondent

     

    Entertainment company Lionsgate and Endemol India have come together to co-produce the sports drama ‘Warrior’ in Hindi for the Indian subcontinent. Warrior, inspired by Lionsgate’s critically-acclaimed 2011 North American release of the same name, will be the first film jointly produced by the two companies in India.

     

    “Lionsgate is committed to identifying opportunities to produce and deliver motion pictures, television programming and other premium content to one of the largest and fastest-growing markets in the world,” said Lionsgate President of Worldwide Television & Digital Distribution Jim Packer. Lionsgate COO of International Distribution Andrew Kramer added, “Warrior is the kind of locally-produced property based on timeless themes that we expect to resonate with mainstream commercial audiences in India, and our partnership with Endemol’s Eyedentity Motion Pictures will bring valuable local expertise to our venture.”

     

    “We are pleased to partner with Lionsgate in their initial film venture in India by co-producing Warrior,” said Deepak Dhar, Chief Executive Officer of Endemol India.  “Action-filled and emotionally powerful with themes of forgiveness and the enduring bonds of family, Warrior will be a quality film made with top-of-the-line production values that we believe will strike a responsive chord with Indian audiences.”

     

    Inspired by the American film of the same name, Warrior tells the story of two estranged brothers and deals with their struggling relationship with each other and their father.  The film will be adapted for Indian audiences and re-written for Indian tastes. Its focus on contact sport will be integral to the storyline and will position Warrior as one of the few sports dramas made in India.

     

  • The ad highlights the sheer delight of experiencing the Blue Star inverter AC

    Daddy Cool does it for Blue Star

    By a correspondent

     

    It vowed the consumers with its ‘Get office like cooling at home’ proposition last summer. AC brand Blue Star has once again taken that route to get the consumers to take a liking to the brand.

     

    This time around, the TVC shows a serious looking boss dancing around in the office, to the Daddy Cool tune by Boney M. The music stops abruptly when he steps out of the office and so does his ‘cool’ dance. When he reaches home, the song and dance resumes. With the voice over saying: “Cool in the office, cool at home.”

     

    Girish Hingorani, GM – Corporate Communications & Marketing, Blue Star, said, “The market for inverter ACs is showing promising signs of growth. Significant power savings, intelligent features and perfect cooling are likely to make this technology the future of room ACs. Being leaders in office cooling, we realise that it’s a matter of time before this category catches the fancy of the home buyer. This ad highlights the sheer delight of experiencing the Blue Star inverter AC and will help us reinforce our expert image.”

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications said, “Blue Star’s advertising has always been quirky. And this one is no different. A corporate type who can’t dance to save his life, breaks into some ‘ludicrously cool’ dance steps in the office and then at home. All to make the point that Blue Star is the company that offers office like cooling at home!”