MxMIndia

Tag: Ad Strat

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

    AdStrat: V-Guard’s ad with a twist

    Nandgopal Nair, Head Corporate Communications, V-Guard Industries Ltd

     

    Name of the campaign/ad – Lucky Singh

     

    The Brief – The brief was to create brand recall and consumer preference for V-Guard wires in a low-involvement category influenced heavily by contractors and electricians.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5_3eQsjJ1G8[/youtube]

    Research insights –

    • Consumers were not able to recall any wire brands beyond Havells which had broken the mould earlier in the (boring) rational wires category
    • Protection from short circuits is the most credible and compelling reason to invest in a better quality brand
    • In the absence of spontaneous, top of mind recall for a brand, consumers were likely to be influenced by recommendations of dealers, contractors and electricians
    • Influencer groups like dealers, contractors and electricians are not averse to recommending a brand that enjoys high advertising recall since it is readily accepted by the consumer

     

    The thought process behind the creative – The thought process behind the creative was to tell a (brand) story so relatable and enjoyable that it stood apart in the category, became a conversation piece and created preference for V-Guard wires.

     

    Media vehicles chosen – Since the commercial was intended to enter the social conversation and sharing space, it was launched in social media and digital media, and then extended to television.

     

    Key issues kept in mind while executing the ad –

    • The advertising must be relatable, enjoyable and memorable – casting and simplicity of the story was key
    • The communication must incorporate the brand’s competitive advantage as part of the story

     

    What is the differentiating factor about the ad? The advertising is a humorous narrative which hasn’t been tried in the category. It’s a rags-to-riches story set in the in the fantasy world of films where such things happen. But with a twist at the end, that this dream world we all live or want to live can come crashing down with the wrong choice of wires.

     

    Ad-agency comment: Nishant Gangadharan , creative director, Publicis Ambience-Bangalore, says, “Wires is a low involvement category, the challenge on our part was to ensure that we can have consumers sit up, take notice, enjoy it and share it with their friends, colleagues and family and yet communicate something as serious as a devastating fire caused by a short circuit without the use of fear as a stimulus.”

     

    Client comment – Nandgopal Nair, Head-Corporate Communications, V-Guard Industries Ltd says, “Wires are almost like a commodity, with very little distinguishing one brand from the other. Studies have indicated that short circuits and low quality wires were the prime causes for electrical fires that cause damage. The offering from V-Guard to counter this is triple layered wires- an extra layer for extra protection. The challenge in the communication was to how engagingly we could drive this message forward. Bollywood and the rags-to-riches story is integral in almost every middle class Indian dream. Hence when the agency presented the concept with a twist, it was taken up by the team.”

     

  • 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: Polycab’s first ad

    R Ramakrishnan, Vice Chairman, Joint MD & Group CEO, Polycab Wires Pvt. Ltd

     

    Name of the campaign/ad Safe raho. Save karo

     

    The Brief Polycab is a household name within the B2B circle. However, there is lack of awareness of the brand in the B2C space. Hence, we needed to strike an effective communication that would reach out to our end consumers. So our brief to the agency was simple – Create awareness in peoples mind about Polycab wires; the fact of getting people thinking about what really lies concealed behind their walls. Besides that, the end consumers need to be aware that Polycab happens to be the no1 cables n wires company that also provides 25 percent saving on electricity consumption. Our new identity was also to be announced and hence it was a formidable task.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Y0XnDtwLGaI[/youtube]

    Research insights Everyone expects their household wires to be safe, but nobody really cares about which wires they use. Out of sight generally becomes out of mind. Before the TVC was created, the agency conducted extensive research on various aspects of the brand like the product promises, the brand’s role, consumer insights, etc. Polycab uses wires that are made of extremely pure copper. This gives excellent conductivity and low conductor resistance which is the main property that helps is saving electricity. The criteria responsible for safety and savings together upholds the promise extended by the brand which is aptly described in its tag line – Safe raho, Save karo. With the findings of the research we were certain that our core communication would need to be about safety and savings together.

     

    The thought process behind the creative The key thought was to spread impactful awareness of the brand Polycab and impress upon the fact that there are potential dangers in our house with possible faulty wiring. We wanted to be the torchbearers of ‘Safety’ as well as ‘Savings’. By portraying familiar cinematic characteristics, we ensure that the consumer has an instant and enjoyable connect with the TVC and eventually, the brand.

     

    Media vehicles chosen Since this is our first ad campaign, we decided to choose the medium that reaches out directly to our consumers in the most impactful manner. Hence the choice was clearly to go with Television.

     

    Key issues kept in mind while executing the ad Everybody is talking safety and technological superiority. The concept of Savings is not being actively communicated for household wires. We explored this critical gap and combined them into one core hard-hitting message.

     

    What is the differentiating factor about the ad? The launch of our very first ad campaign marks a new milestone for us in many ways. With this TVC, we also unveil our new corporate identity which will help our consumers understand and identify us better. While we are amongst the leading players in the industry, as a brand we evangelize the proposition of ‘safety’ and all our communication reinforces our message. We are very excited to present our new proposition and are confident this will only propel our brand to new heights. The TVC has creatively transformed a regular breakfast meal within the family, into an exciting battle zone. This creativity is not only visually different, but it also catches the attention of the viewer instantly. The subtle messages of ‘safety’ and ‘savings’ that the brand wants to deliver, is brilliantly captured in this 40 second TVC.

     

    Client comment. Agnello Dias, Chairman & Co-Founder Taproot India, says, “Working so closely with the Polycab marketing team was a stimulating experience and the film does a strategically precise balancing act of driving home the dangerous folly of treating wires like a blind spot that does not matter. To do this in a charming tone of voice that couches a serious warning along with strong product benefits is the fruit of true collaboration between the marketing team and the agency’s brand team.”

     

  • 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: Trusting Max

    Vibha Rishi, Executive Director – Brand & Human Capital, Max India

     

    Name of the Campaign/Ad: India- ‘For life’

     

    The Brief: Max is a multi business corporate offering services in healthcare, health insurance and life insurance amongst others. While the Max brand architecture has undergone a change, the new communication must build trust for the corporate brand Max, by virtue of which people can choose its constituent brands with more confidence than their competitors. The three guiding principles/ guardrails that govern Max are Sevabhav, Excellence, Credibility; the communication must be reflective of this.

     

    Research insights: The objective of the campaign is two fold. Firstly, Max will announce its new brand positioning of ‘For life’. Secondly, this gives Max the opportunity to consolidate all its service offerings under the Max umbrella. Establishing Max’s credentials as a corporate powerhouse. As this is the first time Max Corporate is advertising.

     

    The thought process behind the creative: The brand persona of Max India is that of a Jeevan Saarthi, who will navigate you in your quest for health, wealth and happiness. The TVC uses a simple yet strong visual device of a trampoline to connote the key message that Max India helps you bounce back in life. Various interactions are built around it reflective of the values on which the Max foundation is laid.

     

    The film opens on a beautiful morning where you see multiple trampolines placed in a cityscape. Seeing this, passerbys are surprised and get curious to check it out. The film is used to establish how people of different age groups, though apprehensive at first, set out to experience the trampoline which is really a visual metaphor for ‘Max’.

     

    The concept of the campaign stems from the brand personality itself. In life, one is faced with many moments of truth – some challenging, some decisive, some life changing and in these moments of truth, it would be nice to have someone to fall back on, so that you can bounce back in life. The concept being that in different highs and lows of life, Max will always be there to help you bounce back.

     

    Media vehicles chosen: TVC, Cinema, Digital, Print, BTL

     

    Key issues kept in mind while executing the ad: Soumitra Karnik, National Creative Director, Dentsu India Group, “It was a fabulous experience doing this ad. It was almost like doing a large flash mob. There were over 500 people on location, six cameras placed everywhere from in between the crowd, to the rooftops of buildings, in moving cars and even one that was attached to a jumper’s knee.”

     

    What is the differentiating factor about the ad? Mr Karnik said, “A lot of people did not even know they were being filmed. We just let the people lose their fear and inhibitions and just enjoy jumping on the trampolines. And they did, a whole lot of people did just that. Which was exactly what we wished to communicate that life is for living to the fullest and in all the ups and downs, Max will be right there to help them bounce back, just like a trampoline. To enhance this childlike exuberance, we even used a six year old girl’s voice to sing the ever popular and very apt ‘sar jo tera chakraaye, ya dil dooba jaaye” track.”

     

    Client comment: Vibha Rishi, Executive Director – Brand & Human Capital, Max India, “Max gets the opportunity to interact with millions of lives through many million moments of truth. Each interaction results in a memorable and satisfying experience. We literally serve your need for health, wealth and happiness. The brand positioning captures this sentiment with two simple words…… ‘For life’. Our customers need help in navigating the often confusing complexities of insurance and healthcare.”

     

  • 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: WagonR rides on the chemistry of Madhavan, Raghu and Rajiv

    Soumitra Karnik, NCD, Dentsu India

     

    Name of the Campaign/Ad: Maruti Suzuki WagonR – Prank

     

    The Brief: The WagonR is one of the most successful brands from the MSIL stable. Its features, functionality and design have always catered to the needs and tastes of its target group. With changing consumer preferences and growing competition, it becomes imperative that a seasoned brand like WagonR evolves so as to continue to meet consumer expectations. The new TVC must announce the launch of the new WagonR and communicate its features without it being a blind spot.

     

    Research insights: After the huge success of the last campaign ‘Big like India, Smart like you’ which first saw the trio of Madhavan, Raghu and Rajiv of Roadies together in a novel format describing the car and its various features, the core idea of the new campaign picks up from there, talking about the new features of the smarter WagonR in an engaging format, once again using brand ambassador Madhavan and celebrities Raghu and Rajiv. This communication piece celebrates the feature-rich WagonR and its smart buyer.

     

    The thought process behind the creative: The story revolves around two characters in clown masks who get into Madhavan’s car and tell him to drive them around while he’s held hostage at gunpoint. During the interaction, the features are revealed. However, Madhavan tricks them and drives away leaving them behind, proving his wit and smartness. In the end it is revealed that the clowns are no other but Raghu-Rajiv themselves who had set out to prank Madhavan but end up getting tricked by him.

     

    Media vehicles chosen: TVC, Digital, Print, In-store.

     

    Key issues kept in mind while executing the ad: Soumitra Karnik, NCD, Dentsu India, said, “The task was to announce the new changes in the widely sold WagonR and the challenge was how to make this announcement engaging. We decided to continue with the casting of the last commercial of Madhavan, Raghu and Rajiv as it was quite well received. This particular script was found to have all the elements of being an entertainer. A prank played by the twin brothers wearing clown masks who at the end get outsmarted by Madhavan, the car’s owner, who impresses them with all the new features in the car. One thinks of many different things but in the end you go with your gut with a script like this.”

     

    What is the differentiating factor about the ad? The star power of Madhavan, along with Raghu and Rajiv in an engaging narrative with a prank, makes it easy to recall.

     

  • 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: CaratLane takes the proposal route

    Calvin John, VP Marketing, CaratLane

     

    Name of the Campaign/Ad: Dressing Room

     

    The Brief: It was to communicate that CaratLane.com assists inexperienced men in taking control of the whole relationship milestone situation. In this case the proposal.

     

    Research Insights: India is getting elaborate with relationship milestone situations. There is a constant urge of going beyond the ordinary way of doing things, especially when it comes to celebrating milestone moments.

     

    The thought process behind the creative: Being a western concept, proposal is not as ingrained in our Indian culture and the importance of proposing does not occur naturally. But, while marriage validates a relationship, a proposal is the true marker of romance. The CaratLane intent was to establish the act of proposal as a sacred ritual in courtship even if it happened to be an arranged marriage.

     

    Media vehicles chosen: Electronic Media

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=hGgn5Zj016E[/youtube]

    Key issues kept in mind while executing the ad: The campaign has been designed by Contract Advertising. The ad is directed by famed adman Prakash Varma from Nirvana Films Рthe man behind the iconic Vodafone ZooZoo campaign, among many others. The film execution takes a cue from this intent and weaves in the story of that beautiful moment of romance, just before a traditional formal engagement, where a fianc̩ expresses himself and asks the all-important question, making it a perfect proposal with a perfect solitaire from CaratLane.

     

    What is the differentiating factor about the ad: The concept of a proposal in an arranged marriage situation is the differentiating factor about the ad. Also this is the first television campaign for Caratlane.com.

     

    Client comment: “In India, engagements and weddings are big family dos, with the bride and groom being the centre of festivities. We believe that the proposal can add something very romantic to the Indian marriage. It is a very private ritual for the couple and the true value of a proposal is known only after it has happened. It is very difficult to remember every bit of the wedding day but everyone remembers every second of their proposal. And what is more – diamonds are central to proposals. We could not have picked a better storyline for our solitaires. Indian men should realize that an arranged marriage is no excuse for why they shouldn’t propose.” – Mithun Sacheti, CEO & Cofounder, CaratLane

     

  • 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: Celebrate DholDhamaka style

    Name of the Campaign/Ad: DholDhamaka.com Life’s Celebrations Shop

     

    The Brief: To communicate to an audience about DholDhamaka.com, an online store catering to all party needs. Increase brand awareness.

     

    Research insights: With a name that evokes the spirit of celebration, DholDhamaka.com is a colorful customer centric company that provides party and celebration related solutions under one roof. The company established under the name DholDhamaka.com Retail Pvt. Ltd is head quartered at New Delhi. Representing many colors of our lives the name DholDhamaka.com signifies the company’s belief in celebrating all occasions through various sound, lighting and colorful decorations. Foraying into the Indian e-commerce arena in the year 2010, the company has served around 1500 cities across India. Well entrenched in the web domain DholDhamaka.com has no physical store and currently operates through its online portal

     

    The thought process behind the creative: The ad campaign revolves around problems faced by people while planning a party, which can be expensive, time consuming and troublesome at the same time. Moreover in an era when time has become a luxury, finding the right gifts and products in tune with the theme and finally the execution seems to be an uphill task. The TVC successfully places Dholdhamaka as the only solution provider which counters the problem effectively and makes any kind of celebration an unforgettable affair.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=JRq_ljZc8hI[/youtube]

    Media vehicles chosen: TVC led and supported by digital media

     

    Key issues kept in mind while executing the ad: The tagline “Life’s Celebrations Shop” expresses the company’s commitment to provide a bevy of products for celebrations to its customers anytime and in any corner of the country. The ad promises to deliver party products right at the doorstep of the consumer with no shipping or any kind of extra charges involved.

     

    What is the differentiating factor about the ad? DholDhamaka.com is India’s first and only online portal specializing in party and festivals needs and this is their first ever TVC. As part of forward thinking marketing campaign the company has further streamlined the project with various social media and web 2.0 platforms. Creating a dialogue with customers in the digital realm, the ad campaign will also go live on Youtube and create a buzz on facebook together with a flutter on twitter.

     

    Client comment: Chandan Sharma, Founder, Dholdhamaka.com said, “In today’s fast paced and hectic times when life too seems to be running in the fast lane we wanted to create an ad that showcases the ease with which consumers can shop online. Embodying the spirit of celebration, the ad will surely strike a chord with those who love to have fun and throw parties but are always running short of time. While extending our connect with a wider audience the TVC successfully consolidates our place as the only dedicated online store specializing in all kind of celebrations and party needs.”

     

  • 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: What hunger can do to you

    Navneet Virk, Senior Partner-Creative, RK Swamy BBDO

     

    Name of the Campaign/Ad: Snickers- ‘Hunger Acche Acchon ko Badal Deta hai’

     

    The Brief: Launch the Snickers brand from Mars International India Pvt Ltd with the new communication.

     

    Research insights: Part of the global Snickers ‘You’re not you when you’re hungry’ campaign, this ad delivers the message of Snickers being the ultimate hunger satisfier. The idea stems from the universal truth that we are not quite ourselves when we are hungry. And this story of transformation told with quiet exaggeration with the appearance of Rekha in her first ever ad and the comeback shot with Urmila Matondkar.

     

    The thought process behind the creative: Navneet Virk, Senior Partner-Creative, RK Swamy BBDO added, “In a country where every other ad features a celebrity we had to make sure we had a list of never-befores … and the magic is in the concept. It allowed us to do that – to cast a celebrity never seen in an ad, and certainly not expected to be seen in an irreverent advert trying to sell a chocolate bar to hungry young guys! We wanted to make sure the ad is as unique as the taste of the Snickers bar itself.”

     

    Media vehicles chosen: Television / Print / Radio

     

    Key issues kept in mind while executing the ad: The film opens on a group of young lads en route to a cricket match. As they exchange banter about the sport, they are interrupted by an annoyed woman’s voice. Startled, they look back and see Rekha in the car with them. She goes on to chastise them about how their constant chatter is irritating, what it will take for them to shut up and she goes on to attack her fellow passenger with his stinky gloves. The driver asks if she’s gone mad, to which she mockingly responds that she has and continues with her ranting. That’s when one of the guys offers her a bar of Snickers. Why should I eat this, she asks as she grabs it. He tells her that when she’s hungry, she turns into a ‘heroine’. She bites in. Are you ok now, the friend turns and asks. In Rekha’s place is one of their friends, who has transformed back to his normal self. Ok, he says, nodding in relief.

     

    We come back to see that the gang has reached the cricket ground and are rushing towards the field when they are interrupted by incessant honking. In place of the driver is Urmila Matondkar, throwing a tantrum and asking them whether she is their driver and then refuses to play with them. As the friends come up to offer another Snickers to their hungry friend, we see the packshot and line ‘Hungry? Grab A Snickers!’.

     

    The treatment of the idea strikes fine balance between global idea and local connect with the context – to leverage our love for cricket but in a newer way, to leverage a Bollywood Indian-ness, and yet keep to Snickers’ tonality. The idea was to tell the story in a less ‘addy’ way…hence the choice of a film director like Imtiaz Ali.

     

    What is the differentiating factor about the ad? Virk said, “Many many things are different about this ad. The idea is in itself quite unique – it’s simple but surprising. It’s different in the kind of celebrities we have casted. When every other ad we see features a celebrity, we had to make sure we brought in actors who have never been seen in ads before. And thanks to the concept itself, it allowed us to cast people you would not expect to see in an ad targeting young men. The other truth is that the story is not about the celebrities – it’s about the brand’s unique benefit.”

     

    Client comment: Punyabrata Dashsharma, Brand Manager, Mars International India Pvt Ltd, “Our core proposition is that when you’re off your game, nothing sorts you out better than a bar of Snickers. And we had to say that in an Indian context, with communication that is simple and distinctive and clutter breaking.”

     

  • 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: Idea gets people singing Hello Honey Bunny

    Arun Iyer, National Creative Director, Lowe Lintas and Partners

     

    Name of the Campaign/Ad: Idea-Hello Honey Bunny

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5aaPMBXKQLI[/youtube]

    The Brief: Idea started as a regional player and even though it is present in 22 circles across the country today, the perception among people remains that it’s a regional player. The brief was to show a pan-India network, true to Idea’s tradition of doing lateral communication. At the same time the campaign clearly focuses on communicating the network’s strength.

     

    Research insights: Idea started as a regional player and this image has persisted. Idea is still seen in many parts of the country as a regional player, very strong in some circles, but not so much in others. The consumer has been sceptical about its pan-India presence. To remove all such doubts and showcase Idea’s nationwide network, Idea is bringing to life its new network commercial. Being a number 3 player, Idea has always been the challenger, creating exciting new communication, and this execution is no different.

     

    Given that Idea now has a presence in 22 circles across the country, the aim was to announce this fact in a celebratory manner.

     

    The thought process behind the creative: “An idea can change your life” has been the slogan for brand Idea. Different executions by Lowe Lintas and Partners have brought this slogan alive in lateral ways, typically showing how telephony could solve large social issues. Idea has thus acquired a ‘cultural authority’ and not just brand authority in the minds of people.

     

    Media vehicles chosen: A 360 degree approach using TV, Radio, Digital, Outdoor and Cinema.

     

    Key issues kept in mind while executing the ad: The new execution created by Lowe Lintas and Partners plays off a simple insight. Music is universal and a catchy tune sticks in the head. What makes this a network campaign and not a ring-tone campaign is the fact that people across the country are singing, quite often the wrong lyrics, or humming, the same song. And what is this song – it is the ringtone of a traveller who has travelled across the country.

     

    So from grandmothers in South India to police officers in the capital to idol makers in the East, everyone is singing the new Idea jingle – you’re my pumpkin-pumpkin, hello honey-bunny. It’s a jingle that’s extremely catchy and it’s no surprise that unconsciously everyone picks it up and then sings it – often to their own lyrics.

     

    The kicker at the end of the commercial is the phone ringing in a traveller’s backpack and the ringtone being picked up by yet another person. Showing thus, that the traveller, in travelling across the country, infected the country with this new catchy jingle.

     

    What is the differentiating factor about the ad? Given that Idea has been seeing network commercials for close to a decade, the challenge was to do this in a new interesting manner that carried the Idea stamp.

     

    Client comment: Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “In new age India, people are moving and relocating to towns and cities for education, career and family commitments, leading to more travel and communication requirements. Mobile telephony has effectively bridged distances, and Idea’s strong pan-India network offers seamless connectivity across the length and breadth of the country, connecting people with their ‘Honey Bunny’s!”

     

  • 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 makes hell cooler

    Dave Banerjee, CEO & Strategy Head, Fisheye Creative Solutions Pvt. Ltd

     

    Name of the Campaign/Ad: Fastrack, Make Hell Cool

     

    The Brief: Increase mind share of Fastrack among young Indians during the holiday season without announcing the standard festival Sale.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=uwNjLu2lwjc[/youtube]

    Research insights:

    Kids prefer fire and pointy tails to clouds and wings. Dave Banerjee, CEO & Strategy Head, Fisheye Creative Solutions Pvt. Ltd, says, “Doomsday predictions are a fabulous way to draw attention. If it were not for their doomsday prediction, how many of us would be discussing the Mayans right now? Or their forgotten calendar? So when we at Fisheye saw the impending apocalypse as an opportunity, we were just following in the footsteps of the Mayans. Here was a moment that a youth brand could seize to cock an irreverent snoot at beliefs and predictions (and our obsession with them). When it came to irreverence and youth, we could think of no better brand than Fastrack.”

     

    The thought process behind the creative:

    As there already was social media chatter about the Mayan calendar and the end of the world, Fastrack decided to use the trending topic to launch ‘End of the World Gear’. The integrated campaign centers around the website, www.makehellcool.com, that assumes everyone’s going to hell, and those with Fastrack gear can make hell cooler. The website seeks confessions, obituaries and last words from Fastrack customers to make them eligible to join ‘Hell’s Finest’.

     

    Media vehicles chosen:

    Television, Billboards, Radio, Retail, College Festival, Digital, Social Media

     

    Key issues kept in mind while executing the ad:

    Time. The entire campaign was conceptualised and executed in 10 days! Definitely an incredible feat by both agency and the client.

     

    What is the differentiating factor about the ad?

    It’s the daredevil approach by an adventurous brand.

     

    Client comment:

    Simeran Bhasin, Head, marketing and retail, Fastrack, said, “We were looking for ideas to make Fastrack relevant for the end of world, as youth seemed interested about the prophecy and it had become a buzz word. Besides, our target group is not the squeaky clean, goody-two-shoe lot and so, the campaign fit in perfectly.”

     

  • 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: Chandrika Face Wash is the new beauty tonic

    Dharmesh Shah, Creative Director, Draftfcb Ulka

     

    Name of the Campaign/Ad: Chandrika Face Wash – Miss India’s Beauty Tonic

     

    The Brief: To communicate about the new range of face wash launched by Wipro Consumer Care and Lighting Ltd. under Chandrika. Also to leverage the ayurvedic heritage of the brand. The new facewash range is also aimed at expanding the company’s geographic footprint and at the same time appeal to the younger consumers.

     

    Research insights: Chandrika as a brand has earned credibility because of its ayurvedic heritage. It is a trusted brand and is especially popular in Kerala.

     

    The thought process behind the creative: Dharmesh Shah, Creative Director, Draftfcb Ulka, said, “The idea was to clearly communicate one simple thing – one does not need to have a tedious regimen to enjoy the benefits of Ayurveda. We cracked a nice story involving an actual beauty queen to add credibility and the aspirational value”.

     

    Media vehicles chosen: TVC led

     

    Key issues kept in mind while executing the ad: While one might think that its cumbersome to use natural products, the TVC in a simplistic way explains how the beauty tonic is easily available in a packaged face wash. It brings out the easy mother-daughter relationship and also shows the friendly banter of friends which many can identify with.

     

    The TV commercial created by Draft FCB + Ulka shows a friend asking Vanyahow she manages to look even more beautiful every time she meets her. Vanya explains that the secret is in the ingredients that her mother puts together to create a special beauty tonic. The film goes on to reveal that the tonic is actually Chandrika Face Wash.

     

    What is the differentiating factor about the ad? The brand has roped in Vanya Mishra, the reigning Pantaloons Miss India World, as its brand ambassador. Probably that could be a differentiating aspect. However, it is a tried and tested route on which many ayurvedic products are used- USP being the easy to use aspect which goes against the popular perception of such age old ingredients that’s used as a beauty tonic.

     

    Client comment: Anil Chugh, Sr. Vice President, Wipro Consumer Care and Lighting Ltd,said, “The new Chandrika Face Wash has been designed to meet the needs of the young consumer. Every young girl aspires to be as beautiful as a Miss India and is often looking for solutions that are natural and effective. With an ayurvedic recipe and a heritage like Chandrika, we are best positioned to fill in this gap where she not only gets a face wash that cleanses effectively but is also a tonic that enhances her skin with every wash”.

     

  • 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: Scarecrow rides on the magic of Swaha for Rupa Thermocot

    Manish Bhatt, Founder Director, Scarecrow Communications

     

    Name of the campaign/ Ad:  Swaha for Rupa Thermocot

     

    The Brief: Besides the functional benefit of the product, also to up the cool quotient of the brand.

     

    Research insights: In a category cluttered with functional messaging, Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter, which is just around the corner. While most competitors have always positioned themselves on the functional benefit of the product, i.e. great warmth, Thermocot has gone a step ahead and positioned itself as a fashion and lifestyle brand, which not only gives warmth but also makes the wearer look ‘hot’.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=iiUKCf8Sz8U[/youtube]

    The thought process behind the creative: The film is based on an audio track, which is sung like a Sanskrit chant. The idea is to create an audio mnemonic using the word ‘Swaha’ in a whole new context. Girls going ‘weak at the knees’ looking at the guy is a category code. The out-and-out Indian track slapped against images straight out of Parisian streets, helps the film stand out in the clutter.  What also adds to the film’s appeal is the way it explores female stereotypes – both lyrically and visually.

     

    Media vehicles chosen: TVC.

     

    Key issues kept in mind while executing the ad:  To get the look of the film right was critical. The twilight lighting and various background and foreground flare techniques employed by Ayananka Bose, the multi-award-winning DOP of Kites, helped in giving the film a distinct look.

     

    What is the differentiating factor about the ad? Be it Tata Sky’s Life Jhingalala or Pond’s Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. Here Scarecrow looked at Sanskrit – the great Indian language, on the verge of extinction today, to derive their own audio property – Swaha.

     

  • 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: Tata Manza – a class apart

    Kartik Smetacek, Creative Director, Draftfcb Ulka

     

    Name of the Campaign/Ad: Tata Manza – Membership is open.

     

    The Brief: The brief was to bring the exclusive image of Manza and showcase how the sedan is ultimate in luxury and elevates overall driving experience.

     

    Research insights: Taking forward its luxurious lineage, the new Manza has been positioned as ‘The Club Class Sedan’, to build brand aspiration and elevate the sedan as the ultimate in style and luxury.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=I2HPjnTIWPo[/youtube]

    The thought process behind the creative: The new Manza seeks to occupy the polestar position in its category. So while the task was to announce the new news, it was also to clearly, unambiguously move the Manza to its stated new positioning – the club class sedan.

     

    Media vehicles chosen: Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavours to maximize the experience of Club Class at various touchpoints.

     

    Key issues kept in mind while executing the ad: The TV campaign created by Draftfcb Ulka shows a young couple inside a club and draws a parallel between the experiences of an elite club with that of the new Manza. The analogy brings alive the new Manza’s contemporary styling, its tastefully designed interiors and advanced features, truly befitting the title of Club Class.

     

    What is the differentiating factor about the ad? The simplicity with which it conveys the proposition of owning a new Manza and the enhanced experience that it provides.

     

    Client comment: Virat Khullar, Head – Sedan Product Group, Tata Motors,said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class Touchscreen Multimedia Navigation with in-built GPS, Fully Automatic Climate Control and premium Italian Leather Upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”