MxMIndia

Tag: Ad Strat

  • 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: Easy, anytime shopping with Myntra

    Agnello DiasAgnello Dias, Chief Creative Officer, Taproot India

     

    Name of the Campaign/Ad: Myntra.com – Real Life Mein Asia Hota Hai Kya?

     

    The Brief: The new TVCs have a clear objective of showcasing the wide range of products and convenience of shopping on Myntra.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/user/myntradotcom[/youtube]

    Research insights: The TVCs highlight the fact that shoppers have access to over 500 brands ‘anytime, anywhere’ and easy product return with the tag line ‘goods once sold can always be returned’. So it’s the promise of convenience at a click of a mouse and assurance that if not satisfied then it can be returned.

     

    The thought process behind the creative: The first film depicts a boardroom setup where three colleagues stumble upon Myntra while in a meeting and start visualizing stylish models walking on the boardroom table as they scroll through the website. The second film shows a finicky female shopper who wants to return her dress for unreasonable reasons and her request is immediately accepted by Myntra.

     

    Media vehicles chosen: The new TVCs are being shown across most GEC channels. Along with television ads, Myntra will reach out to its audience online with an innovative digital campaign on portals like Yahoo and YouTube which builds on the theme of the TVC. Myntra made the commercials available exclusively for its 7.5 lakh Facebook fans a day before they were aired on national television.

     

    Key issues kept in mind while executing the ad: Agnello Dias, Chief Creative Officer, Taproot India added, “This is a further extension of the original campaign thought – ‘Real Life mein aisa hota haikya?’ which had worked very well for the brand the first time round. Myntra does indeed have a wide range of fashion brands parading on the site at any given point in time and we thought it would be interesting to dramatize that fact by exaggerating the grand parade of fashion apparel through a catwalk in a place and at a time when one least expects it. Similarly, the second TVC emphasizes on a core offering of Myntra – hassle-free return and exchange.”

     

    What is the differentiating factor about the ad? This is a step ahead from the previous campaign focused on demystifying myths about online shopping by communicating the key benefits of shopping with Myntra.

     

    [youtube width=”400″ height=”220″]https://www.youtube.com/watch?v=T3etshTW-vc[/youtube]

    The TVCs were conceptualized by Mumbai based advertising agency, Taproot. The film was directed by Prashant Issar and produced by Radhika Sawhney from Tubelight films. Maxus is managing the media placements of the TVC.

     

    Client comment: Mukesh Bansal, Founder & CEO, Myntra.com said, “Having created a successful campaign showcasing the benefits of shopping online, we are now extending our communication to a wider audience with two new TVCs. This campaign is aimed at showcasing our entire range with shoppers being able to mix and match from our wide catalogue. With over 500 fashion brands, we are further consolidating our leadership position in the online fashion and lifestyle space”.

     

  • 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: Hippo – A World Without Borders

    Sajan Raj Kurup, Founder and Creative Chairperson, Creativeland Asia

     

    Name of the Campaign/Ad: Hippo – Flavours Without Borders

     

    The Brief: Hippo has a child-like wishful purpose in everything he does. He is out there to outdo hunger as he believes that hunger is the root of all evil. Parle Agro’s new Hippo variant, World Toasties, comes in a range of international flavours that include Mexican Cheese & Spicy Jalapeno, Afghan Tawa Masala, Spanish Hot & Sweet Tomato, Thai Chilli Garlic, Greek Yoghurt Cream & Onion and Desi Chatpatta. So Hippo dreams of a world without borders that can also depict the different flavours that Hippo is launching.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=P4qKFfIpZbM[/youtube]

    Research insights: Food has a special place in the heart of every human and, to a large extent, is what holds a society together. There are no superficial boundaries, divisions and limitations in sharing food with people from across the world. Creativeland Asia has taken this thought into the ad film launching Hippo World Toasties ‘Flavours Without Borders’.

     

    The thought process behind the creative:

    The campaign captures the thought that we could live the dream of a world with no borders by sharing our food and enjoying it together. The TVC seen through Hippo’s POV, is of Hippo’s journey to realize his dream of a ‘World Without Borders’ with ‘Flavours without Borders’. Hippo traverses Afghanistan, Mexico, Spain, Thailand, Greece, India, gathering signature flavours of each nation. At the end, we see people come together with openness to share as Hippo hoists a multi-nation flag with a VO ‘Hippo sare borders mita kar le aye hai naye world flavours, is asha mein ke ek din duniya banegi bina borders ke. Hippo World Toasties – Bhuke Mat Raho’.

     

    Media vehicles chosen: 360 degree approach.

     

    Key issues kept in mind while executing the ad: Making this film was an interesting experience as Ram (Madhvani) and I went on a road trip with Hippo capturing him sharing and exchanging munchies with people from different parts of the world. Thus real-life inspirations get translated into a storyboard for the commercial.

     

    Does the treatment do justice to the brief? Yes.

     

    What is the differentiating factor about the ad? ‘One love, one heart’ the sound track for the commercial is a cover of the original soundtrack from one of the world’s renowned musical activists, Bob Marley.

     

    Client comment: Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, said, “It’s Hippo’s biggest mission ever. And the TVC captures it beautifully. With Hippo, the purpose is to create something that will outlast the munchies in the pack. ‘Flavours Without Borders’ is an attempt towards that. This should resonate with Indian audiences who are culturally brought up in a seamless environment of many flavours of food; and food in India has always been a social glue.”

     

  • 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: Roma switches: The leader talks

    Raghu Bhat
    Manish Bhatt

    Raghu Bhat and Manish Bhatt, Founder Directors, Scarecrow Communications

     

    Name of the campaign/ad: Roma

     

    The brief: To make a point about Roma being the best-selling in the modular switches catgory in an effective manner.

     

    Research: Roma is the largest selling modular switch by a distance and yet, very few people know this.

     

    Key issues: The campaign uses foreigners as tourist guides and makes them speak Hindi, in their own distinctive manner, without tutoring them, and all of this adds to the enjoyment. Not many people know that Roma is from the Anchor Panasonic stable. This ad also seeks to address that.

     

    Media Vehicles: TVC led

     

    Differentiating factor: The TVC uses memorable casting, comic timing and interesting locales, such as the Wat Arun Pagoda, an underwater oceanarium and the lush green forests around Pattaya. There is a huge thrill in watching hi-funda foreigners getting bested by Indians. This is the layer that makes the ads even more fun.

     

    Market / Client feedback: To establish the leadership premise of Roma without being too serious. It’s a bit too early to gauge, but the commercials manage to convey this message effectively.

     

  • 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: Tata Tea – Duties Big & Small

    Vikram Grover, Head, Marketing, Tata Global Beverages

     

    Name of the Campaign: Tata Tea’s Jaago Re

     

    The Brief:  To emphasize the importance of both big and small duties with the new Jaago Re campaign.  The TVC to bring alive the perfect blend of ‘Chhoti and Badi patti’ in the context of the ‘Jaago Re’ philosophy.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=hAEV1K8JuV4[/youtube]

    Research insights:  Tata Tea’s award-winning Jaago Re campaigns have time and again awakened individuals and inspired them to be the change they wish to see around them. Making its debut in 2007, the campaign began with a television commercial (TVC) which showed a young man enquiring about the credentials and credibility of a local politician campaigning for votes before offering him a cup of tea. Striking a chord with the youth, the campaign launched a series of advertisements over the last four years that wove in the themes of awakening, enlightening and civic consciousness.

     

    The creative process behind:  Tata Tea’s flagship brand Tata Tea Premium in its latest TVC touches upon the importance of fulfilling ones duties, however big or small they may be. Inspired by the Jaago Re! philosophy, the TVC plays up the fact that to make a serious impact, it is not enough to do only the ‘big important’ things like voting and fighting corruption, but that it is crucial to do what are often considered minor tasks like following traffic rules, that are equal in importance and impact.

     

    The film plays out at a typical Indian home where the husband returns on a motorbike with two of his friends. The wife teasingly asks the husband if he is done with his day’s share of whiling time away. The husband replies with great pride that he just cast his vote and has thus fulfilled his ‘big’ duty. His wife, on hearing this, starts to prepare tea made merely of big tea leaves. On being questioned by her husband she explains that just the way the perfect cup of tea has a blend of ‘chhoti’ and ‘badi’ patti (big and small leaves), it is equally important that one gives importance to a blend of all duties, however big or small they may be.

     

    Media Vehicle:  TVC led with 360 degree approach

     

    Does the treatment do justice to the brief? Yes, taking the route of common man’s attempt to bring a change, the treatment does justice with natural performance which strikes a chord with the masses.

     

    What is the differentiating factor of the ad? Lowe which has been working on the Tata Tea ads scores with perfect casting coup with people who resemble average Indians who inhabit many of our homes thus making the point of big and small duties much more relatable. Plus the fact that it’s a perfect match of social awakening that goes well with a cup of tea that somewhere is also akin to waking up peoples senses when they consume it.

     

    Client feedback:  Our insight from recent events has been that while we as a country are getting deeply engaged with the larger issues that the nation is facing, we sometimes forget the small duties that we are expected to perform as citizens. The film builds on giving due importance to issues, big or small. The commercial draws from Jaago Re’s philosophy and blends perfectly with the product differentiator of Tata Tea premium which has a perfect blend of small and big tea leaves (chhoti and badi patti) required to make a perfect cup of tea.

     

  • 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: Visa: Turning your dream into a reality

    Shubhranshu Singh, Marketing Director, India & South Asia, Visa

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=T44lW5FIq2g[/youtube]

    Name of the campaign:  Dream to Advance

     

    Research insight:  Research has shown that India is among the most optimistic country in the world. There is always a hope for a better tomorrow and things improving each day with new sunrise.

     

    The thought process behind the creative: Visa empowers people in achieving their dreams. Small town India may be beset with issues but there are always those who push the boundaries to spread happiness around. It is about bringing a transformation by taking small steps. Visa Debit and e-commerce helps in realizing many such dreams.

     

    Media vehicle chosen: TVC but will be ably supported with a 360-degree approach

     

    Key issues kept in mind while executing the ad: Visual imagery should not look contrived hence shooting was done in Kashmir as the story is set in that region. It uses real people to convey the message giving a slice of life thus making the campaign extremely relatable. The safety aspect while using Visa card online is ably communicated in the film. The film has been beautifully executed using imagery such as vast expanse of hill signifying the humongous task ahead besides the play of light that oscillates between hope and despair.

     

    Does the treatment do justice to the brief? The idea was to create an emotional connect with the audience especially those in tier II and III cities in India who research shows have become big users of e-commerce sites. The idea was to empower people to bring a socio-economic change via Visa and also their ambitions getting satisfied in taking to the digital medium. The narrative is beautifully executed bringing out the theme of `dream to advance’.

     

    What is the differentiating factor of the ad? Its treatment, it’s almost poetry in terms of its visual imagery accompanied by the soulful dialogues by Gulzar, music by Shantanu Moitra and directed by Amit Sharma of Chrome Pictures.

     

    Market/Client Feedback:  It’s been teamwork and though early days the client is upbeat about this one and sure that it will click the right notes.

     

    Compiled by Tuhina Anand

     

  • 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: Man from Motilal Oswal

    Ramnik Chhabra, Associate Director Marketing, Motilal Oswal Financial Services Ltd

     

    Name of the campaign

    Motilal Oswal Securities Ltd – Man from Motilal Oswal

     

    Research insights

    When it comes to investing, managing emotions is what can make the difference between making money and losing money. When investing in stock markets, people often go by hearsay rather than research.

     

    The thought process behind the creative

    To make an intangible product like broking come alive, Motilal Oswal has used ‘the advisor’ as a tangible dimension to their service.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=0OCwisDoBWE[/youtube]

    Media vehicles chosen

    Cinema, TV, Online.

     

    Key issues kept in mind while executing the ad

    To make sure the ad captures the basic DNA of the brand – a focus on old-fashioned research and homework, attributes that are timeless in their relevance to investors.

     

    Does the treatment do justice to the brief?

    The brief was to break clutter, and to showcase a research orientation. The treatment does both quite well.

     

    What is the differentiating factor about the ad?

    The format of a trailer and the mystique of the old-worldly ‘Man from Motilal Oswal’ differentiates the film and makes it break clutter. It helps us stay focused on the anxieties and concerns of investors, without becoming boring.

     

    Market/client feedback

    Just launched on 15th August. Initial feedback has been encouraging.

     

    Compiled by Shubhangi Mehta.

     

     

     

  • 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: 6 Days Mahabachat

    Anand Karir, Senior Creative Director, DDB Mudra

     

    Name of the Campaign

    6 Days Mahabachat

     

    Brief

    Mahabachat as a property was conceived in 2006 to spur consumption around the Independence Day holiday, offering great savings across product categories. This year the challenge was to instil confidence into the property promise of big savings at a time when persistent inflation was dampening consumer spirit.

     

    Research insights

    The consumer reality revealed that they harboured a sense of helplessness towards inflation, with no solution in sight. Over the years, the effect of inflation had moved beyond the kitchen and even impacted their purchases of fashion, education, fuel and entertainment, leading to an overall increase in the cost of living. At the same time consumer aspirations were also on the rise, resulting in an overall state of dissatisfaction.

     

    The thought process behind the creative

    As a solution to the consumer’s angst, the attempt was to empower consumers with a concrete solution throughout the six days of Mahabachat. The resolve of victory over inflation by participating in Mahabachat was brought alive through the optimistic clarion call of ‘Mehengai pe Halla Bol’.

     

    Media vehicles chosen

    TVC, Press, Outdoor, Radio, In-store and Digital.

     

    Key issues kept in mind while executing the ad

    The clarion call of ‘Mehengai pe Halla Bol’ was not an agitation or a morcha against anyone but the joy of having found a solution against inflation at Big Bazaar through the ‘6 days of Mahabachat’. The mood was that of celebration and freedom.

     

    Does the treatment do justice to the brief?

    Yes.

     

    What is the differentiating factor about the ad?

    Every Indian detests the inflation of the last few months. Our TG, the middle class Indian housewife, is feeling no different. Her budgets have not grown in proportion to the inflation and this is somewhere tying her hands and giving her a feeling of being helpless. Of not being able to do enough for her family. She wants to do something to change this and vent her feelings. We just gave her feelings an expression – ‘Mehengai pe Halla Bol’. She knows that Big Bazaar has always understood her needs and brought stuff within her reach. Mahabachat 2012 is yet another chapter in that epic.

     

    The TVC first mildly touches upon her and her family’s day-to-day encounters with inflation and then introduces ‘Mehangai pe Halla Bol’ as a positive cry, during these testing times, asking her to reach out to her friend Big Bazaar and grab everything she and her family wants and deserves, in abundance. Simple poetry narrated in the background subtly sets the mood and puts the point across without letting the harsh reality hit her in the face, which was a very important objective that we wished to achieve.

     

    Compiled by Shubhangi Mehta.

     

  • 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: Chill Out Surprise

    Kowkab Naim, Director/Chief Development Officer, Social Seety

     

    1. Name of the Campaign: Chill Out Surprise

     

    2. Brief: To create buzz about the product while keeping the brand proposition in the limelight

     

    3. Research insights: More than half a million impressions – 1,50,000 people reached,  10 tweets per minute

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=NkBU9nayZqc[/youtube]

    4. The thought process behind the creative: In this hustle bustle of the city, people are often too stressed and thus ruin their day. And not only are they stressed, with social media they actually vent it out on different platforms. This insight tied down with our brand positioning of ‘take a chill pill’ very well. We saw Twitter as the perfect platform as it is real time and people share what they feel, right now! The idea was to surprise them out of nowhere and turn their stress into smiles.

     

    5. Media vehicles chosen: Twitter

     

    6. Key issues kept in mind while executing the ad: Quick turn around time, finding out the location of the winners

     

    7. Does the treatment do justice to the brief?

    With such a phenomenal response and curiosity for the second season of Chill Out Surprise, it definitely did justice to the brief

     

    8. What according to you is the differentiating factor about the ad?

    The differentiating factor would be the fact of how a brand used the platform and gave an experience to the user rather than just pushing the product information or discounts. An experience which was packaged in the form of a surprise; got us even traction as we managed to give the Twitter followers a reason to smile and of course to remember us the next time they are stressed.

     

    Compiled by Shubhangi Mehta

     

  • 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: Recurring Savings Plan by Birla Sun Life Asset Management Co Ltd

    Deepak Agarwal
    Ajay Kakar

    Lead Credits: Deepak Agarwal, Executive Creative Director, M&C Saatchi; Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group

     

    Name of the Campaign: Recurring Savings Plan (RSP) by Birla Sun Life Asset Management Co. Ltd.

     

    Brief:

    Saving via a Mutual Fund v/s other ways of saving!

     

    Everyone knows that it is important to save their earnings – but people go about saving in the manner that they are most used to. Very few people choose to evaluate newer methods of saving, other than the traditional avenues. It is not surprising, therefore, to see as low as 5 per cent of all people opting for a Mutual Fund as a means of saving.

     

    Since its introduction, the option of saving in a Mutual Fund has also been perceived as a riskier method of saving, because of the propagation of information about Mutual Funds. Namely, that Mutual Funds invest in the equity/ share market and that this market can be volatile – hence mutual funds are risky. But the other half of the story is that there are options in mutual fund that can cater to a variety of saving needs, with similar safety and flexibility as traditional avenues.

     

    Among those who are used to saving in other ways, there is also a growing sense of disappointment with traditional avenues of saving – as the rising price of fuel and other aspects of inflation eat away at everyone’s savings.

     

    Research insights: 

    A vast majority of Indians have grown up with traditional avenues of saving (bank accounts, post office etc …)

    A vast majority of Indians are not financially savvy about modern ways of saving (mutual funds, stock market etc …)

    The investors who choose avenues other than the traditional ones target for ‘increasing their income’ as opposed to ‘planning their savings’

     

    The thought process behind the creative:

    The campaign objective: Remind and inspire people with the knowledge of how to save their earnings, regularly and more smartly, via a “Recurring Savings Plan” – a regular savings method in select mutual fund schemes that offer relative safety when it comes to your hard earned money.

     

    The campaign idea: The secret to saving smarter lies in your childhood stories!

     

    As children, we have all heard fables and learnt the difference between right and wrong from their morals. The brand plays the role of a provocateur, reminding adults of the moral behind the fable of ‘The Crow & The Pitcher’ – that doing something different, regularly can actually help one to reach one’s goals.

     

    The message that the brand conveys, via its TVC, is that as adults we often use fables and morals to remind our children to approach issues in their lives in a smarter manner … but the second and more powerful message is to also remind adults to approach their savings habits in a similar, smarter manner.

     

    This creative route leverages the space that fables occupy in everyone’s life, as the morals behind fables are deep rooted and unquestionable. Additionally, morals always seek to educate the reader with valuable life learnings. Hence, the creative route uses a fable to open the minds of adults – in order to plant the thought that perhaps it is these very fables and morals that can also guide us when it comes to saving our money.

     

    Media vehicles chosen:

    The campaign uses a mix of online and mainline (TV, Print, OOH) media to bring alive ‘The Crow & The Pitcher’ fable – in order to inspire adults to try a smarter way to save regularly.

     

    The campaign is supported by a website www.recurringsavings.in where the audience can also play a game that replicates the actions behind the moral of ‘doing something regularly to reach your goal.’

     

    Does the treatment do justice to the brief?
    Commenting on the film, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said: “In a country that has deep rooted belief in savings and resultantly the highest savings rate (35 per cent of GDP contribution as compared to 20 per cent for the rest of the world), the challenge and opportunity is to bring a self realization among mass India, of the need to also save smartly, through Recurring Savings, through a mutual fund”.

     

    He added: “Being a Top 5 MF player, at BSLMF we were quick to recognize this opportunity and decided to remind mass India about the merits of regular savings through MFs by reminding them of the thirsty crow fable we all heard and grew to. The moral of this story is what we hope creates self realization among our target audience. And in execution, the fable route and the animation approach was chosen for its ease in understanding and to build an instant connect on our core messaging. We decided to rely on a fresh and non threatening approach, going away from what’s now expected as a typical predictable FS advertising look and feel.”
    What according to you is the differentiating factor about the ad?

    • Simple yet powerful concept of regular savings through fixed income instruments of MF- easy for investors to understand and comprehend
    • Inculcates the habit of regular and systematic savings and take advantage of power of compounding
    • Fresh look and feel using an animated approach and a fable, story – telling route, a first in Financial Services category

     

    Compiled by Shubhangi Mehta

     

     

  • 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: Parle’s Wafers ‘Khaaneka aapka kya hai funda?’

    Rahul Jauhari, NCD, Everest Brand Solutions & Pramod Sharma, Creative Director, Everest Brand Solutions

     

    Rahul Jauhari

    Name of the Campaign: Parle’s Wafers ‘Khaaneka aapka kya hai funda?’

     

    Brief: Create clutter-breaking communication for the brand targeting the youth.

     

    Creative Thought Process:

    The idea was to carry forward Parle’s Wafers ‘Match jitaaneka aapka kya hai funda?’ campaign to moments beyond cricket. We decided to create more moments and give the younger audience more reasons to consume Parle’s Wafers.

     

    Media vehicles chosen: Television, Outdoor, Print, Social media

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=rMzCmynCXnQ[/youtube]
    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=e2juospDlyo[/youtube]

    Key issues kept in mind while executing the ad:

    The communication was kept short, humorous and on topics relating to youngsters. Youngsters spend half their lives on stuff like FB. And of course, teen romance is a sweet spot that is immensely exploitable. Hence the use in the films. We believe these will connect well with the audience.

     

    Does the treatment do justice to the brief?

    Yes, the treatment, as mentioned above, is pretty much in the youth space.

     

    What according to you is the differentiating factor about the ad?

    Youth is all about fundas. This campaign speaks exactly this language – and allows youngsters to create their own fundas with Parle’s Wafers. Youth connect to new things in life. Talk in their language and they’ll surely accept you. We’ve cracked new Fundas of life for them. Fundas they can use in their daily life. The creative relates to them and will surely work the brand.

     

    Market/client feedback – The initial feedback on the campaign is very positive, and the audiences are very kicked up about it

     

    Pramod Sharma, Creative Director, Everest Brand Solutions:

    Youth connect to new things in life. Talk in their language and they’ll surely accept you.

    We’ve cracked new Fundas of life for them. Fundas they can use in their daily life.

    The creative relates to them and will surely work the brand.

     

    Credits:

    Client: Parle Products Pvt Ltd –

    Mr. B. Krishna. Rao – Group Product Manager

    Ms. Asha Mathew – Brand Manager

    Agency: Everest Brand Solutions, Mumbai

    Creative Team: Pramod Sharma, Samir Chonkar and Rahul Jauhari

    Account Servicing: Siddhi Shah andRavi Walia

    Film Director: Ram

    Production House: Nirvana Films

    DOP: Mohanan

     

    Compiled by Shubhangi Mehta

     

     

  • 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.

    Ad Strat: Tata I-Shakti unpolished dals

    Kapil Mishra, Executive Creative Director, Leo Burnett

     

    1. Name of the Campaign: Tata I-Shakti unpolished dals

     

    2. The Brief:

    The brief given to the agency was to bring out the health advantage of ‘unpolished dals’ over the polished ones and marrying the qualities of the product – Taste and Health with the food cooked by celebrity chef Sanjeev Kapoor.

     

    3. The thought process behind the creative:

    I-Shakti dals are unpolished and reach the consumer after undergoing cleaning that is only absolutely necessary. The latest campaign seeks to bring alive this truth with the apt tagline ‘Bina chamke sehat chamkaaye’4. Media vehicles chosen:

     

    The promotion campaign will have TV advertisement being aired across national and regional channels, supported by Market level and outdoor visibility drives. Such as bus back panels, toll hoardings, branding at Metro stations in key metro city markets.

     

    TV channels national and Regional C&S, Outdoor media, in-shop branding and marketplace visibility through merchandising.

     

    5. Does the treatment do justice to the brief:

    The treatment is according to the brief which was to have a message based on goodness of Tata I-Shakti Unpolished dals and create generate awareness. To drive this point home, Sanjeev Kapoor, a trusted celebrity and household name has been chosen to endorse the brand. For a category in which the consumers don’t have an evolved yardstick of pre-evaluation to aid  buying process, having Mr Kapoor lends credibility to message to choose a Tata I- Shakti dals which are a deviation from current buying behavior and  consumption pattern.

     

    6. What according to you is the differentiating factor about the ad:

    When you have a message based on honesty and authenticity, the tone and manner in which it is delivered needs to be exactly the same – honest and authentic.

     

    7. Market Client feedback:

    Yet to be received

     

    Compiled by Shubhangi Mehta

     

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

    AdStrat: Monster.com ‘Find Better’

    Soumitra Karnik, NCD, Dentsu India Group

     

    1. Name of the Campaign: Monster.com ‘Find Better’

     

    2. Research insights:

    Finding a better career/job is serious business, it’s no laughing matter. And yet, there is a danger of the brand and the business becoming too serious, too “manufacturer” oriented. According to a survey conducted by Monster India, 80 per cent of Indians believe that getting a new job is not just dependent on your capabilities and experience; ‘Luck’ plays an important role. 69 per cent people in India, believe that ‘Luck’ plays an important role in job search as well.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=UakFavcFagw[/youtube]

    3. The Brief:

    With social media and professional networking playing a pivotal role in all spheres of our lives, there has been a shift in the way both jobseekers and employers are consuming services. This new media opportunity led the path for Monster to innovate in the e-recruitment space. Monster is the worldwide leader in successfully connecting people to job opportunities. From the web to mobile to social, they help companies find people through their most advanced technology. The innovative products and services help connect jobseekers and employers better than anyone else across the world. Now is the right time to transient into the next level.

     

    Monster India has introduced the new user interface. The company launched Monster College to facilitate campus hiring; Monster JobsActive, in partnership with DishTV, to help people with no internet access apply for jobs through Monster India. The company also launched The Monster Employment Index (MEI) which is a monthly gauge of online job posting activity in India based on a real-time review of tens of thousands of employer job opportunities culled from a large representative selection of career Web sites and online job listings

     

    4. The thought process behind the creative:

    Job-searching is subject to many vagaries – The pool of candidates in the fray, their relative ranking in the pool, having/not having any “contacts” in the field, the possible hiccups with the search and results of the job site, the timing of the opening, physical location of the opportunity, idiosyncrasies of the hiring manger, cultural fit, compensation criteria, not to mention an inevitable X factor.

     

    That X factor? It’s a little something called luck. And inIndia, as in most parts of the world, luck plays a huge role in almost every sphere of our lives. Or at least, people like to believe that. From the use of innumerable lucky charms to invoking many symbols of auspiciousness from human and other-worldly sources (caution against signs of good-luck such as sneezing, breaking glass, walking under a ladder, having a black cat cross your path), luck is wooed relentlessly.

     

    5. Media vehicles chosen: Owned, Paid, Earned

     

    6. Key issues kept in mind while executing the ad:

    The trick for a brand in this category is to find the right balance between creating clutter-breaking brand communications without dissing the serious nature of the task at hand.

     

    7. Does the treatment do justice to the brief?

    The TVC is about candidates who try to carry every possible symbol of luck with them to enhance their chances of getting a better job. The TVC exaggerates the acts of superstition in a humorous manner to show the extent that people go to, to get luck on their side. It then drives home the point that with Monster.com, you get luck on your side.

     

    Striking a balance between levity and gravity, it is a culturally relevant interpretation of the “Find Better”. It leverages the core strengths of monsterindia.com and its presence on web, mobile as well as social , beyond just a superior search algorithm, and demonstrates powerfully each of monsters ‘features’, showcasing how you can get luck on your side and find better.

     

    8. What according to you is the differentiating factor about the ad?

    The highlight of the film is when the mother emerges from the bag in this show of one-upmanship. It’s most unexpected and at the same time humorous; you can almost hear a gasp followed by a chuckle from the viewer.

     

    9. Market/client feedback: Not available yet

     

    AdStrat, compiled by Shubhangi Mehta appears every Monday.