MxMIndia

Tag: Ad Strat

  • In AdStrat, how Tata Capital wanted to connect with the digital audience in an engaging manner, getting them to participate in its brand philosophy…

    AdStrat: Do it Rght, urges Tata Capital

    Campaign:The Journey of Doing Right

     

    Brief:

    Tata Capital wanted to connect with the digital audience in an engaging manner, getting them to participate in its brand philosophy: “We only do what’s right for you”. Through the ‘Do Right’ initiative, they aimed at inspiring people to ‘Do Right’ & wanted to provide them with a platform to do so. The same was achieved with a successful first season of the ‘Half Stories’ initiative and are now in the midst of the next season with a larger objective.

     

    The TG:

    TG is people between the age group of 25-45, who believe in doing whatever they can for society and love helping those in need. They are either associated with an NGO or doing some on-ground work towards a social cause. There are many who often don’t know where to begin and Tata Capital wanted to give these individuals a platform to do so.

     

    The Insight:

    India is a land of a million challenges. Challenges like illiteracy, pollution and women empowerment that need greater attention. But while our country may face a million challenges, in us, it has 1.2 billion solutions.

     

    About the campaign:

    At every turn in this country, there is an issue staring at us. In fact, there are millions of micro stories in India that stem from macro challenges that are facing the nation. So an issue faced by one family could actually be a challenge faced by the entire nation. How can these issues be highlighted? A movement to get the support of the people of India towards these issues was needed – via a contribution or providing physical support.

     

    This season, Tata Capital started by asking India to identify the biggest challenges that face the country. We are now highlighting these challenges on a journey where we will discover real stories of obstacles, sacrifices and challenges that will take us across this vast nation. We will not only complete these stories, but also highlight the macro issues behind them facing India.

     

    It has successfully completed the first story in its Journey of Doing Right in the Little Rann of Kutch, Gujarat where, through an ingenious solution called a Wicking Bed, where we would be providing a permanent solution to the challenge of food scarcity.

     

    Anil Nair

    Anil S. Nair, CEO & Managing Partner, Digital L&K Saatchi & Saatchi said: “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as its best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right.”

     

    Veetik Deoras – Head – Brand Marketing, Corporate Communication and Digital Vertical at Tata Capital commented: “The Do Right initiative reflects the proposition of the Tata Capital brand – “We Only Do What’s Right for You”. The initiative aims to help spread the philosophy of Doing Right and provide platforms to ‘Do Right’. The Journey of Doing Right is one such key platform. As the first phase of this Journey, we identified the five biggest challenges that India today faces via an online survey (Tata Capital India4India Survey). Having identified these five challenges, we began the Journey of highlighting each of these using the powerful medium of story-telling. Our first story emanated in the Kharaghoda district of Little Rann of Kutch where the harsh terrain doesn’t allow food to grow. We and other ‘do righters’ came forward together to help alleviate Food Scarcity by providing an ingenious solution (‘wicking bed’) which reduces water requirement for growing vegetables by over 90%. The Do Right initiative, based on the insight that – doing right is inherent to all of us – has connected with thousands of individuals, using the power of digital medium, and helped them Do what is Right.”

     

  • The entire Skybags film is about people wearing backpacks walking or doing things backwards

    AdStrat: Making ‘back the new front’

    Brand Name: Skybags

     

    Campaign Name: Back is the new front

     

    Ad brief: Launch of new range of backpacks for 16 to 25 yrs TG with a shift in imagery from being a luggage brand to a style companion. John Abraham continues to be the brand ambassador.

     

    The Insight

    Everybody likes to show their stylish side first.

     

    Description of the TVC

    The entire film is about people wearing backpacks walking or doing things backwards. John is amused as to why they are walking backwards when in the end he realizes that the backpacks look so stylish that people show their backs first and hence ‘back is the new front’.

     

    Client speak: Sudip Ghose, VP – Marketing, VIP Industries

    “There is a definite gap in the market for stylish backpacks. Most professional bags are either black or boring. Skybags, being a stylish bags brand now introduces new ‘styling’ backpacks for the city youth. The new collection is high on style, with interesting play of style and colours, designed to meet daily travel need of college goers and young professionals. We have also introduced first time in India, polycarbonate hybrid backpack, taking style to next level.”

     

    Creative speak: Rahul Nangia, Chief Creative Officer, West & South, L&K Saatchi & Saatchi

    “The intent is to make backpacks a style accessory. Which is why, we placed Skybags in a world where everyone puts their backs in front. And John is the odd man out, who is not in on the secret yet. It was an exciting film shoot and the director Anupam Mishra has brought a fresh look to it”.

     

    Credits:

    • Creative Agency: L&K Saatchi & Saatchi
    • Creative Team: Rahul Nangia, Amit Acharekar, Pradeep Yeragi
    • Account Management: Debarjyo Nandi, Shazin Motorwala
    • Film Director: Anupam Mishra
    • Production House: Crazyfew Films
    • Producers: Urfi Kazmi, Viraj Gawas
    • Other media: Digital, Print, POS

  • Ad Strat: Making ‘Her Ghar’ a reality

    Campaign Name – SBI Home Loan ‘Birthday Gift’

     

    Client: State Bank of India

     

    Brief: SBI understands the significance of owning a home and the importance it plays in one’s life. The TVC tries to capture this emotion, wherein the husband gift’s a house to his wife on her birthday while the son gifts a self-illustrated painting of the family with their ‘own’ home. The emotional gratification of owning your ‘own’ home executed in a manner that is simple yet endearing. The call to action is compelled by reduced interest rates, lower EMIs and longer tenor from India’s largest home loan provider – SBI.

     

    The Execution:  The advertisement should have a strong emotional peg that holds the viewer, while the reduced interest rates and other tangible benefits appeal to the rational. Tag the special home loans for women ‘Her Ghar’ to create awareness for it.

     

    Creative Idea: The emotional gratification of owning your ‘own’ home executed in a manner that is simple yet endearing. The call to action is compelled by reduced interest rates, lower EMIs and longer tenor from India’s largest home loan provider – SBI.

     

    Credits:

    Creative Agency -  R K SWAMY BBDO

    Agency Heads – Sangeetha N – President (West) & ECD;  Shailen Sohoni – COO, Mumbai

    Creative Director – Mukesh Anand

    Copywriter – Mukesh Anand, Vikrant Dange

    Art Director – Tapas Pal, Sagar Shriyan

    Illustrator – Chandrakant Dhuri

    Agency Film Dept: Manoj Nair, Laxman Singh

    Client Servicing Team – Atul Dube / Lennon Andrades

    Director – Muni Agarwal

    Production House – Anonymous films

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Zatak: Scenting change

    Pallavi Chakravarti, Associate Creative Director, Taproot India

     

    Name of the campaign/ad: Har Attack Ka Jawab… Zatak

     

    The Brief: In a cluttered category, the task at hand was to differentiate Zatak from all the other players in the market.

     

    Research insights: Grooming is very, very important to our TG. But why is it important? Just to woo women? Or is there a need that goes beyond? A need that requires us to explore avenues other than the oft-used platform of girl-boy attraction? We learnt that the boys and young men we were targeting were extremely career-oriented and ambitious, eager to get ahead in life, despite their comparatively humble beginnings and backgrounds. Keeping this in mind, we realized that the role of a deodorant was much greater than that of a “chick magnet”. It was a confidence booster, an ally that would help them go forth and take on life.

     

    The thought process behind the creative: For every young man out there, who wants to make it big in life, there will be someone who’ll want to pull him down. Aspersions will be cast on his ambitions, his capability, and yes, even his upbringing. The films are stylized stories, where the protagonist does in a dramatic manner what the brand gives him the confidence to do – face taunts and do well in life, despite discouragement from naysayers. Basically, deliver a ‘mooh tod jawab’ thanks to Zatak confidence.

     

    Key issues kept in mind while executing the ad: We wanted the ads to be engaging, entertaining and yet make a point. So while the idea was a relatable one, we decided to execute the ads in a quirky way. After all, nobody likes to be preached to.

     

    Client comment: “Most deodorant brands are marketed on the plank of attraction, with Zatak we seek to recognize the changing face & broad basing of the Deodorant category. Zatak seeks to be a partner of todays’ youth, who irrespective of his background has aspirations to achieve more with life and for whom; a deo is a step in his preparation for life ahead,” said Sameer Satpathy, EVP & Business Head, Marico India.

     

    Agency comment: “Your fragrance underlines who you are, how confident you are and what you’re capable of. In a world where people are waiting to pull you down, Zatak lets you make a statement and shut the naysayers up. Literally. Leading to the creative expression: Har Attack Ka Jawab… Zatak,” said Pallavi Chakravarti, Associate Creative Director, Taproot India.

     

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Fastrack: Moving on

    Name of the campaign/ad: Move On

     

    The Brief: We wanted a new take on Move On with a short snappy film.

     

    Research insights: We don’t use research but our thought process behind the campaign was that we wanted people to Move On from social taboos and live an uninhibited life.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=YCD2j4q726A[/youtube]Media vehicles chosen: TV and Digital

     

    Key issues kept in mind while executing the ad: The key issues that we kept in mind while executing the ad was the length of the film, simplicity of thought and impact of the final ad.

     

    What is the differentiating factor about the ad? The differentiating factors are the way it has been shot, the stark sets and the music.

     

    Client comment: Arun Iyer, national creative director, Lowe Lintas said, “In the past, we have done Move On, which had a young couple moving on from each other. And then the last one was why the World Moved On, which was a quirky commercial. This time we decided to take on themes, which are conventionally considered taboo. Youth today are not really bogged down or defeated by rules society lays down.”

     

    Agency comment: Simeran Bhasin, marketing & retail head, Fastrack said, “We got the fresh take on Move On and a clutter-breaking film. From the response that we are getting it is clear that the ad has created quite an impact.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Danone: Getting the good in

    Jochen Ebert, General Manager, Danone Food & Beverages India Pvt Ltd.

     

    Name of the campaign/ad: Only Good Gets In

     

    The Brief: With the positioning of having the best and most natural ingredients, the campaign has been designed to play on the ingredients story, and to complement that a very important part of the brief was to make the packs hero of the creative. The key challenge was to portray the “natural” qualities of the product and the highest quality maintained from the actual production to the actual consumption of the product.

     

    Research insights: A very important insight that came out of research was that consumers believe that packaged dahi contains preservatives and additives to make it last longer than homemade dahi. This, along with the growing trend of healthier and natural products finding place in consumption habits of the target audience. Thus an amalgamation of these insights was the positioning of “Only good gets in”.

     

    The thought process behind the creative: As the products are the hero of the creatives/ads, it was essential to convey that the products are the best available in the market by being made out of only natural Ingredients and nothing else. The whole thought process was to string together the story of ingredients and the actual experience of consuming the products.

     

    Media vehicles chosen: TV, Outdoor advertising in Mumbai and in-cinema advertising in Delhi.

     

    Key issues kept in mind while executing the ad: The key insight of the consumer’s perception of the presence of additives and preservatives in dahi/yoghurts had to be allayed, thus it was essential that the communication of “No preservative”, “No additives” and “Only good gets in” was communicated in a simple and very clear way.

     

    Agency comment: Illuminations Productions, which produced and directed the series, said, “Danone all this while was one of the most international brands with a huge presence in Europe and America, now for the first time entering India in a big way. So it was exciting to be part of such a huge global brand and we knew we have to live up to the international standards of their commercials. We had to keep not only the quality of live action of the films high but also the quality of the CG integration of the films. One of the main challenges was that how all the films, though different in concept and approach, can have a unified feel of the Danone campaign.”

     

    As told to Meghna Sharma

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Bajaj: Cooling with comfort

    Name of the campaign/ad: Ek dum solid cooling

     

    The Brief: The brief was to communicate the “Ultimate cooling comfort in summers through Bajaj Cooling.”

     

    Research insights: The Latest range of Bajaj coolers provides enhanced air throw, thus cooling everyone in the farthest corners of the room.

     

    The thought process behind the creative: Enhanced cooling was communicated by showing the most hardworking individual enjoying his work, thanks to the comfort provided by Bajaj Coolest.

     

    Media vehicles chosen: TV, Digital, Print.

     

    Key issues kept in mind while executing the ad: Communication has to drive the message clearly “Ultimate cooling comfort in summers through Bajaj Coolest”

     

    What is the differentiating factor about the ad? While most of the competition push powerful cooling, Bajaj has decided to concentrate on ‘comfort’ which is the final payoff from cooling in summers.

     

    Agency comment: Kapil Sawant, ECD, Leo Burnett said, “With summers around the corner, the objective of the communication was to highlight the product reality that Bajaj coolers cool everyone and every corner of the house. Thus bringing to life the idea, sab ko aaram milega. The creative rendition translates this by showing those who make others feel comfortable like a masseur, himself enjoying the cooling of Bajaj Coolers. Thereby also underlining the brand promise, Ek dum solid cooling.”

     

    Client comment: Beena Koshy, Sr. GM and Head Brand Development, Bajaj said, “In a lighthearted and simple manner we have tried to bring out the biggest need experienced in summers, the need to feel comfortable. And what could be more convincing than showing a person that is expected to provide comfort, the masseur, to experience it himself. This communication is therefore in sync with what Bajaj Coolest stands for.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Tang: Negotiating Kidland

    Name of the campaign/ad: Negotiation

     

    The Brief: The brand has enhanced its product and packaging to deliver both a fruitier taste & nutrition goodness to consumers. We intended a new communication that communicates the ‘fruit powder’ initiative. Tang also wanted to showcase this initiative to their target audience that is mothers and kids through a fun and refreshing TVC.

     

    Research insights: The TVC is based on the insight that the mother-child relationship has evolved over time and that today, kids too want a ‘say’ in the decisions taken for them. When mothers look at kids demands they constantly try to balance the ‘yes’ and the ‘no’. Mothers know what to heed to and kids too somewhere are aware of what to demand. This friendly tussle has been shared in an interesting and engaging way in the new Tang TVC.

     

    The thought process behind the creative: This commercial is set in a fun filled negotiation background between mom and kids and the well-meaning tussle that defines the changed dynamics of modern day parenting. It is based on the insight that the mother-child relationship has evolved over time and that today, children want a ‘say’ in the decisions taken for them.

     

    Media vehicles chosen: The launch is supported with heavy marketing investments including advertising, on-ground engagement, differentiated POB execution and PR.

     

    Key issues kept in mind while executing the ad: Tang has enhanced its product and packaging to deliver both a fruitier taste & nutrition goodness to consumers. In sync with the peak consumption period for the brand (summer), Tang wanted to showcase this initiative to the larger world through a fun and refreshing TVC. The strategy was to capture a powerful slice of life moment in the mother-child relationship, by leveraging a new and relevant parenting insight.

     

    What is the differentiating factor about the ad? The previous campaign was on Tang’s global proposition of ‘Refresh the hero in every kid’. This year the idea was to take the same proposition forward, and also communicate the ‘fruit powder’ initiative while building on the idea that when kids consume good things, they are inspired to do great things – a ‘goodness in greatness out’ proposition.

     

    Client comment: Narayan Sundararaman, Category Director – Beverages, Candy & Gum and Director – Consumer Insights & Strategy at Mondelez International, said, “Tang has been a great success story for us ever since its launch in India and kids love the taste of Tang. Their favourite drink, which is available in three flavours of Orange, Lemon and Mango, has now been made even more delicious, with added fruit powder and vitamin goodness. The TVC captures a very powerful slice of life moment in the mother-child relationship and presents a new parenting insight. It hits the mark and communicates the brand message in the most engaging and Interesting way. This new TVC will kick-off the season and we believe that consumers will see an instant connect with the real life situation played out in the TVC.”

     

    Agency comment: Gajaraj Rao, Ad Director, Code Red Films said, “The new Tang TVC campaign is created to reflect the attitudes of the kids of today, who believe they have rights just as grown-ups do, even if the world is not ready to see it that way. Mothers believe they need to set appropriate boundaries and hence are continually balancing the ‘yes’ and the ‘no’. The new Tang TVC has been developed based on the theme of negotiation and plays on this tug of war between mother and child in a fun way.”

     

    Sagar Mahabaleshwarkar, CCO, Bates CHI said, “Being a father of a 10 year old daughter, this situation replays itself almost every day at home. Kids find new ways to negotiate with their parents. Mothers too give in to the demands as long as the demand is just. This has interestingly been used in our new Tang communication. Sincerely hope moms and kids will enjoy this communication.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Hitachi: Cooling off, uninterrupted

    Name of the campaign/ad: Life Uninterrupted

     

    The Brief: Win the hearts of the consumers looking to buy an AC through a proposition that connects at an emotive level and is relevant to them.

     

    Research insights: The consumer wants to just switch on his AC and expects to do whatever he does without bothering about comfort & performance. Because, in today’s fast moving life no one likes interruptions.

     

    The thought process behind the creative: To win the heart and mind of the consumers it was imperative to understand what the consumers want. Diving deep into our consumer’s world to find a relevant insight, we took a closer look at our consumer…an evolved mindset, an uncompromising seeker who buys into the best so that he gets consistent performance without any interruptions. And today, in a category where players are desperate to stand differentiated only Hitachi with its iClean technology is not only an innovation in the category, but a true blue differentiator that promises consistent unperturbed comfort.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=K15AlLGErWg[/youtube]

    Using the relevant consumer insight (‘Comfort isn’t comfort if it is interrupted’) and marrying it with the benefits of iClean technology (which not only gives the consumer a hassle free experience but also ensures consistent uninterrupted performance) gave birth to the idea – ‘life Uninterrupted’.

     

    Media vehicles chosen: Television, Print, Outdoor, Digital & POS

     

    Key issues kept in mind while executing the ad: Hitachi being the thought leader in the AC category, we were very clear right from the start that we don’t want to jargonize the technology rather demystify it for the consumer and connect with them at an emotive level.

     

    What is the differentiating factor about the ad? The uniqueness is in the way we have beautifully captured the nuances of daily life and situations that perfectly mirror the sentiment of ease and comfort.

     

    Client comment: Ashok Ray, Head Marketing, Hitachi Home and Life Solutions India Ltd. said, “Our brief was to make an entertaining film which also captures the essence of the product attribute very clearly and that has been achieved. The film is able to communicate the concept very clearly. This will further consolidate Hitachi’s image of being a technologically superior company with amazing products.”

     

    Agency comment: Amit Wadhwa, Senior Vice President,Dentsu Creative Impact Pvt Ltd, said, “The challenge for us was to demystify a technology (iClean), by talking about it in a more consumer friendly language. And deliver it in a way that was typically Hitachi. The beauty of the campaign is that it does all that, in the most simplistic of treatments. The moment we came up with this campaign, the entire team, including the team at the client side, was sure that we had struck the right note. Now, over to the consumers.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Symphony: Cooling off

    Name of the campaign/ad: India Ko Rakhe Cooler

     

    The Brief: To create communication that expands the horizon of the category.

     

    Research insights: India is a country that experiences dry heat or humidity for most of the year. Diverse demographics and varied lifestyles ensure that India’s cooling requirements come in different shapes and sizes. It could be for cooling expansive living spaces, ever-so-small urban living rooms, or even outdoors where you unwind with your family or celebrate a special occasion with a gang of people. Each requirement is uniquely Indian and needs unique cooling devices that work sufficiently, and at the same time, provide excellent value for money.

     

    The thought process behind the creative: Coolers are cooler. They run on the electricity cost of just one or two bulbs, run on inverters well, can be used inside as well as outside and at any time, and provide natural cooling which is healthy and comfortable. This set of arguments is the key message used to create a distinct space for air coolers and in turn expand the market for them.

     

    Executed in a sincere, informative manner, the TVC captures life in India across geographies, age groups and cultures.

     

    Media vehicles chosen: There is a 90-second master with multiple edits running this season. This is a 360-degree campaign which will run across media (print, TV, radio, cinema, digital, on ground, outdoor and social media).

     

    Key issues kept in mind while executing the ad: In our country penetration of any cooling appliance (beyond fans) is abysmally low. Air coolers are the most viable cooling option for a country like ours. They are versatile, cost-effective and healthy. The major challenge was to educate consumer about category benefits.

     

    What is the differentiating factor about the ad? So far all the air cooler campaigns have talked about the product, but this campaign is focused on educating consumers about the category.

     

    Client comment: Rajesh Mishra, GM Marketing, Symphony said, “India is a vastly under-cooled country with penetration of cooling appliances including air coolers being very low. Also, being a power-starved nation, air coolers are the best bet as they consume only a fraction of electricity compared to an air conditioner. Symphony being the category leader, the onus is on us to inform the consumers about the benefits of air coolers. We strongly believe that there is a relevant place for a Symphony air cooler in every home. However, this relevance has not been emphatically established by communication. This year we have made a shift from a specific model communication to “brand Symphony”. This campaign is a result of an extensive workshop that we conducted to arrive at key benefits that need to be communicated. We are confident that this campaign will help in category expansion. Incidentally, this being the silver jubilee year for us, it is apt that we take the stance that we have taken of Symphony – India Ko Rakhe Cooler.”

     

    Agency comment: Ravinder Siwach, Executive Creative Director, Mudra Ahmedabad, said, “Symphony as a brand has always talked in a humorous tone. This campaign is a slight deviation from that tone. The focus is on educating the consumers, present the large Symphony range with its relevance to different people and indeed India as a country where power cuts are commonplace and value proposition is very important.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Titan: Keeping tags on time

    Somprabh Singh, Marketing Head, Titan

     

    Name of the campaign/ad: Tagged

     

    The Brief: Titan, now a 25-year-old brand, has constantly reinvented itself to remain young and exciting to consumers. From the kind of watch designs it has introduced, to opening up gifting as a platform for buying a watch, to demonstrating how watches can be coordinated with outfits; the brand has always led the way for consumers by staying just ahead of the curve. In the last three years, Titan has renewed its focus on the brand, gradually re-crafting it to become more vibrant, free-spirited, and exploratory. This is reflected in Titan’s new collection, ‘tagged’. This is a collection made keeping today’s 25-year-old in mind – vibrant, youthful watches with colourful dials and straps.

     

    The brief was to present this collection to the 25-year-olds in a manner that connects with their life.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=iYfMi_WnM5c[/youtube]

    Research insights: This is undoubtedly one of the most connected generations. Easy access of internet and mobile devices has made it easy to keep in touch with dear ones. In fact, social networking and instant messaging are the favourite activities among today’s youth. However, pan-India research conducted by Ogilvy revealed a different dimension. Perhaps the greatest contradiction is that the most social generation ever is also the loneliest. Inside the so-called social animal is a recluse. The fast-paced urban life has limited most interactions to the online world. As a result, relationships are getting superficial, lacking in meaning.

     

    The thought process behind the creative: The film reflects the importance of staying connected with dear ones, offline. It reflects the importance of sharing special moments with those you love – the only way to build meaningful relationships. It presents Titan’s point of view, that one has to take time out from one’s busy life to spend time with those who matter the most.

     

    ‘Tagged’ by Titan is an attempt to capture the fascination of the young by juxtaposing the online phenomenon of ‘tagging’ into the physical world with the Titan watch as the key device.

     

    Media vehicles chosen: TV, Internet, Print, Cinema, Radio.

     

    Key issues kept in mind while executing the ad: The brief was to showcase the new ‘tagged’ collection; hence key consideration was to tell an engaging story with the watch at the heart of the plot.

     

    What is the differentiating factor about the ad? The music, while it complements the film beautifully, also has its own identity. This is standout feature not only in this Titan film, but also for most Titan films. We were clear that the product should be made integral to the core narrative so that it enjoys certain omnipresence in the film rather than a disjointed product section in the end.

     

    Client comment: Ajoy Chawla, Vice President, Titan Industries Limited says, “Tagged by Titan is an attempt to capture the fascination of the young professional by using the social phenomenon of ‘tagging’. The film has in a very interesting manner used our products to build on this insight. Titan watches in this commercial are seen being used as a hook to bring together like-minded individuals to share special moments.”

     

    Agency comment: Joono Simon, Executive Creative Director, Ogilvy & Mather, South says, “The Titan film ‘Tagged’ taps into the collective spirit of the young and their need to be a part of something greater than themselves, to set off a game of offline ‘tagging’.” He further added, “The act of ‘tagging’ has certain virality to it and we’d be happy to see young people ‘tagging’ themselves in real life, much like the characters in the ad.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Cinthol’s awesome approach

    Sunil Kataria, EVP, Marketing and Sales, GCPL

     

    Name of the campaign/ad – Cinthol digital campaign

    The Brief

    – To drive preference for Cinthol deo spray fragrance for Cinthol

    – The objective of the campaign was to create a strong connect for the brand with the people who relishes challenge and are ready to push themselves no matter what the intensity

    – TVC should be creative, engaging and build a strong connect with the youth, hence the use of Virat Kohli as the face for the campaign

    – Campaign should create a buzz value before its launch and hence social media was utilized

     

    Research insights

    – We wanted to connect with young India and their motivation and aspirations in their life

    – They aren’t in a rat race and aren’t driven by competition; their motivation is more intrinsic and is centered on making their lives interesting

    – Taking on intense stimulating experiences makes them look forward to life and feel intensely alive

     

    The thought process behind the creative

    – Through this campaign we wanted to address the people who are intensely alive and to those that get inspired with such kind of people

    – Virat is one of India’s brightest and most promising cricketing talent and was the perfect fit for the brand as both resembles being young, energetic, passionate, intense

    – Through our products, communication and digital activations Cinthol will showcase and inspire us to be “intensely alive”

     

    Media vehicles chosen

    – We have followed an integrated approach where social media was used to create buzz about the whole campaign before the unveiling of final TVC

    – We created a twitter campaign #InViratsHead prior to the launch and has received tremendous response through it

    – The campaign has just started and has a very positive response. We will continue our media presence in all other mediums like print and radio as well

     

    Key issues kept in mind while executing the ad –

    – While the focus of the campaign was on TVC, the main idea was to create a buzz for the new campaign before the final unveiling of the TVC

    – Key challenge in hand was: To make #InViratsHead trend within a couple of hours, so that buzz could be created and sustained for three days till the launch of the commercial

     

    What is the differentiating factor about the ad?

    – It’s an attitude driven ad. It talks to people who are really passionate about their life and are ready to push their limits

    – The TVC was catchy due to the emotional spin depicted with Virat from being tensed to relish the challenge, looking into the camera menacingly, presumably calling out to the bowler

    – Building the excitement before the launch of the TVC through the social media platform

    -Facebook, Twitter, you tube was something different that was tried. Our strategy was to seed #InViratsHead by encouraging different flows of conversation. In this was we were able to involve parallel conversations about Virat, India, Cricket and youth. We have developed customized responses of Virat to few consumers to give the personalized touch to interaction. The response was phenomenal. Within 5 hours of its launch on Twitter, #InViratsHead was trending worldwide, including in India and all cities of India

    – We have broken the reveal part of our twitter campaign #MakesMeAlive, which basically asked users to contribute with their personal stories and moments

    – Together, #InViratsHead and #MakesMeAlive have now garnered more than 30,000 tweets reaching out to 2.5 million people and creating more than 10 million impressions (and counting) in a span of 6 days, giving the campaign more reach and popularity than #WhyThisKolaveri, a hashtag and viral video that had taken not just the nation but the world by storm

     

    Agency comment: “The campaign stays within the ‘Alive is awesome’ realm, but we’ve adopted a slightly different take for deos. Cinthol Deo is about intense fragrances, and Virat fit the bill very well being a passionate, intense competitor on the field. So we said we’d take a peek into his head and see what’s going on inside. And that intensity is something we did not try and put into words, but showed in action,” said Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia.

     

    Client comment: Sunil Kataria, EVP, Marketing and Sales, GCPL, said, “Our new Alive is awesome campaign has been successful in building the desired awareness of our newly revamped product range and packaging identity of the brand. The launch of our new intense range of deo fragrances is sure to surprise and build a strong connect with the young audience.”