MxMIndia

Tag: Ad Strat

  • 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: Mercedes Benz – Pillows

    Ambareesh Chakraborty, Creative Director, RK Swamy BBDO

     

    1. Name of the Campaign: Pillows

     

    2. Research insights: Pillows

    Sleep can suddenly steal upon anyone while driving. We wanted to dramatise its stealthy appearance through the analogy of the pillows and drive home the fact that the New Attention Assist on the Mercedes Benz will detect any such tendency to sleep and prompt the driver to take a break, an important and thoughtful feature from a brand that has pioneered most of the safety features extant in the automotive world today.

     

    3. The Brief:

    The task was to make potential customers realize that even though sleep can strike at any time and without warning while driving; the Attention Assist Feature on Mercedes Benz E-Class cars has been designed to tackle just this.

     

    4. The thought process behind the creative:

    Make potential customers realize the stealthy nature of sleep. This was done through the sudden conversion of the road marks into pillows. Let the visual cue the problem and have the copy simply state the solution.

     

    5. Media vehicles chosen: Print

     

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

    It should look premium, and be noticeably different in the way it delivers the message. It should be understated in tone, in keeping with the image of the brand.

     

    7. Does the treatment do justice to the brief:

    Yes, it deals with the problem in a different way. The restrained tone of voice of the Mercedes Benz brand has been maintained. The look is premium and is capable of intriguing a reader.

     

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

    It is simple, yet unusual. It does not have a crash scene, or a man drooling off to sleep, or a shiny car in it, and yet the tone of the ad is Mercedes Benz.

     

    9. Market and client feedback: Not yet available.

     

    AdStrat appears every Monday. 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 goes into creating an ad.

    AdStrat: Honda – Rush Hour

    Titus Upputuru, National Creative Director, Dentsu Marcom

     

    1. Name of the Campaign: Honda – Rush Hour

     

    2 The Brief:

    The task at hand was to carry forward Honda’s global slogan – The Power of Dreams – in the Indian two-wheeler market. The brief was to create synergy with the Indian ethos, and structure communication that understands and empathizes with the dreams of every Indian. This would be the foundation stone to building a brand that every Indian can relate to and be the most accepted by the year 2020.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=YLPlGq3EpFo[/youtube]

    3. Research insights:

    Indian consumers are nurturing dreams and they want to fulfill them. They are more of doers than dreamers. They want to do their dreams.

     

    4. The thought process behind the creative:

    India is in a hurry. All of us want to fulfill our dreams fast. Honda is all about the Power of Dreams. Soichira Honda had said ‘products don’t lie’. And what a good thing it was to say. So we interpreted the philosophy of Power of Dreams in an Indian context. In India , we are not dreaming. We all have done our share of dreaming. Now is the era of doing the dreams. We have set out to fulfill the dreams, each one of us. And the creative layer we have added is the fact that we are all in a hurry. We all want to make them happen. Sooner than later. That is the core thought behind the creative.

     

    5. Media vehicles chosen:

    TVC, Print, Outdoor, Digital

     

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

    It had to be real as against staged. We wanted to capture real India rushing out of homes to chase their dreams. In the process, sacrificing breakfasts, lunches and sleep. So we tried to keep it real. The casting and the location was not pretty or beautiful. It was supposed to a bit photo journalistic.

     

    7. Does the treatment do justice to the brief?

    You tell us.

     

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

    The ad looks global and yet very India. It’s got a fresh take on India. The fact that the country is in a hurry. That stands out. Also, the use of celebrity is not to just look good or do some stunts. He has a message that rings true to every Indian and comes from his own experience.

     

    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 is compiled by Shubhangi Mehta

    AdStrat: Zarvan Patel, ideas@work, Jumjoji -The Parsi Diner

    Zarvan Patel, Founder,  ideas@work

     

    Name of the Campaign: Jumjoji-The Parsi Diner

     

    The Brief:

    “We’re starting a real Parsi restaurant with real Parsi food with real Parsi recipes from real Parsi homes, what do you think of the name CrazyBawa?” was the brief given by Boman Irani.

     

    Research insights:

    Parsis are renowned eccentrics – quirky and idiosyncratic, they’re crazy about their food, they’re crazy about their drink, their bikes, Zubin Mehta, Sam Maneckshaw, filing lawsuits, cursing in languages they can barely speak, and are often caught laughing raucously at themselves, which just goes to show: Parsis are cuckoo.

     

    The thought process behind the creative: How do we finish this campaign in time for happy Hours?

     

    Media vehicles chosen:

    Personal invites, e-mailers, Facebook, posters, internet, select foodie magazines and the Parsiana

     

    Key issues kept in mind while executing the ad:

    No one has ever been offended by a Parsi’s use of foul language or eau de cologne, in fact, they’re usually belly up, rolling on floors with laughter.

     

    Does the treatment do justice to the brief?

    We ran the ads through the rigorous wringer of research and there was an overwhelming response of ‘Chalse Dikra’, and ‘tamharo kai aur kaam nathi?’ Translation: ‘Don’t you have anything better to do?’

     

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

    They were created by a team of 2 authentic Parsis and 6 surrogates who all wore sapats.

     

    Market and client feedback

    What began a couple of months ago as a 24-seater, by-appointment-preferably restaurant, is now poised to expand into the Parsi owned garage next door, this will add on another 30 seats and give guests the authentic Parsi pleasure of polishing a motorcycle at no extra cost.

     

  • 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 is compiled by Shubhangi Mehta.

    AdStrat: Fox Movies subtitle campaign

    Santosh Padhi, CCO & Co-Founder, TapRoot India

     

    1. Name of the Campaign: Fox Movies subtitle campaign

     

    2. The Brief:

    English language channels had struck a chord with the audience in non-English speaking markets due to subtitling. Of course, the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come closer to their audience. Thus, this campaign was conceptualized with the brief of making the audience aware that Fox Channel is available inSouth East Asiain regional language.

     

    3. Research insights:

    No research was done as there was a simple thing to communicate.

     

    4. The thought process behind the creative:

    Since we had to communicate that Fox Channel now offers subtitle-free movies, so the product promise is generic, the challenge was how to say it in a way that Fox Channel is on the top of the mind. We thought whatever we say, it has to be entertaining in the first place, which is why one watches movies, hence a humorous approach. Since it was targeted for the Thai audience, the second challenge was not just humour, but very distinctive humour as they are known for their mad humours. We decided to highlight the problem, the whole idea of the campaign or creative device based on simple behaviour of the person who watches movies with subtitles.

     

    5. Media vehicles chosen: TV, Print and Outdoor

     

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

    The ad should be entertaining and fun and humour should be top of the mind.

     

    7. Does the treatment do justice to the brief?

    Yes, it’s bang on to the problem being highlighted to make the point.

     

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

    Simplicity and humour.

     

    9. Market and client feedback:

    The client loved it. That’s the reason it is on air in Thailand. But it is too early to get a market feed back.

     

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

    AdStrat | Nutrasweet: Sweet Ban Gaya Nutrasweet

    Shekhar Pandey - Associate Vice President, Mudra Ahmedabad.

     

    1. Name of the Campaign: Sweet BanGaya Nutrasweet

     

    2. The Brief: It is a better tasting sweetener. Hence world number 1. The brand has to be born big.

     

    3. Research insights: There are lot of people who are convinced about the “no sugar” or “less calorie” story and have tried these kind of sweeteners and quit because they do not like the taste. These people would be the ideal segment for “Nutrasweet”.

     

    4. The thought process behind the creative: It is to take ourselves less seriously and not come across as cleaver, intelligent sounding but to sound warm, humane and endearing. Not to look at a particular class of people but look at every sweet loving person.

     

    5. Media vehicles chosen: TV

     

    6. Key issues kept in mind while executing the ad: Just come across as warm and human.

     

    7. Does the treatment do justice to the brief?

    Yes

     

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

    It does not talk “no sugar”. It does not talk “less calories”. It simply says don’t hesitate while having sweets because sweet has become nutrasweet.

     

    9. Market and client feedback: Extremely likeable.

     

  • 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 is compiled by Shubhangi Mehta.

    Ad Strat: eBay – Want it. Get it

    Sandhya Srinivasan, Chief Strategy Officer, Law & Kenneth

     

    Name of the Campaign: eBay – Want it. Get it.

     

    The Brief: eBay India is where you can buy a range of brand new products.

     

    Research/Insights: 

    Shopping, in reality, has a strong emotional narrative. While money is exchanged and tangible goods are purchased, it’s the intangible flight of the heart that makes shopping such an addiction. People don’t buy products & services. Their attempt is always to fulfill a desire or negate a worry. They want to get back to their waist 24′ jeans or look like the coolest dude in the mohalla and so on. Products they shop for are just means to an end. 

     

    The thought process behind the creative:

    To fulfill your wants and achieve your dreams, you will need a lot of things along the way. Whatever they are, you will get them on eBay India

     

    Media vehicles chosen: TV, OOH, Digital, BTL [Cafe Coffee Day and PVR]

     

    Key issues kept in mind while executing the ad:

    eBay India offers great deals on the widest range of brand new products

     

    Does the treatment do justice to the brief?

    Yes it does. It puts the products in a life context, almost mirroring the unspoken desire that drives shopping. Makes it relevant in an easy, casual sort of way.

     

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

    Every other brand in the eCommerce space is focused on discounts/deals and modus operandi of the category itself. eBay India’s focus, however, reinforces the role of eBay in every Indian’s life thereby lifting online shopping beyond the mandi/bazaar mentality to a life/lifestyle upgrader.

     

    Market and client feedback:

    eBay India has witnessed strong double-digit growth in overall traffic to the site as a result of this campaign

     

  • Behind every great commercial is super strategy. Every Monday, 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 Salt: Mothers for Mother India

    Kapil Mishra, Executive Creative Director, Leo Burnett

     

    Name of the campaign/ad: Tata Salt – Mothers for Mother India

     

    The brief:

    The brief was very clear – to communicate the ‘Desh ka namak’ philosophy of Tata Salt.

    ‘Desh ka namak’ symbolizes the value of honesty, and the brief sought to take this forward in a very current context.

     

    Research insights:

    Tata Salt is built on the core value that is embedded in salt… ‘Honesty’. And it is this value that the brand is espousing at a time when the nation seems to be facing an honesty deficit. So, we examined the task at a dual level. First, a look at what honesty meant in today’s context.

    Second, we looked at all the possible influences/ factors that determined the value of honesty in a person’s life.

     

    The thought process behind the creative:

    In a time where the relevance of honesty seems to be getting questioned – we felt it was time to once again seed honesty as a value. ‘Desh ka namak’ symbolizes the value of honesty…and children learn the first lessons of honesty from their mothers. Thus, we looked at salt as that symbol of honesty which mothers feed their children.

    The very simple and powerful idea being – that if every mother were to decide that she would teach her child the virtue of being honest, nothing could stop the entire nation from being honest!

     

    Media vehicles chosen: Televison, POS, on-ground.

     

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

    It’s a very simple, yet powerful tribute to the singular, most powerful force responsible for inculcating the values of honesty – the mother.

    Secondly, it does not try to preach. That, according to us, was an obvious trap for a virtue like honesty. By staying away from it, we felt that the campaign will be well received and resonate better with our consumers.

     

  • 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.

    Ad Strat: Havells Fans are Forever

    R Balki,  Chairman and Chief Creative Officer Lowe Lintas

     

    1. Name of the Campaign: Havells Fans are Forever

     

    2. The Brief: To communicate that Havells fans are forever

     

    3. The thought process behind the creative:

    Havells is known for interesting advertising and their association with the IPL. They have been associated with all the four editions of the IPL so far. This time round they are back with a new campaign for Havells fans which marks the comeback of the yesteryears’ superstar Mr. Rajesh Khanna in his first ever TVC. This iconic superstar is known for an unprecedented mass hysteria and a frenzied fan following in the history of Indian cinema. Never before or never after, has any film star been known for such a fan following. The new TVC for Havells Fans is a tribute to the phenomenon and the relationship he had with his fans.

     

    4. Media vehicles chosen: TV, Print, Internet and in-shop POSM

     

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

    The ad has to be a Havells fans ad first, and should not get overshadowed by the presence of any celebrity.

     

    6. Does the treatment do justice to the brief?

    Yes, as it clearly establishes the fact that Havells fans are forever.

     

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

    The thought that Havells fans are forever and the way Rajesh Khanna has been used, doing justice to the idea and the thought. This is the first time that in the fans category, a brand has spoken about this proposition, and in a way like this.

     

    8. Market and client feedback:

    We have got extremely encouraging feedback from the market, including the trade, consumers and also from Bollywood.

     

    Compiled by Shubhangi Mehta, AdStrat appears every Monday. If you wish to see your campaign, featuring here, please write to Shubhangim [at] mxmindia.com with a cc to editor@mxmindia.com

  • 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: Limca ‘Pyaas Badhao’

    KV Sridhar, NCD, Leo Burnett

     

    1. Name of the Campaign: Limca ‘Pyaas Badhao’

     

    2. The Brief:

    Limca has been a long-standing brand with great equity among consumers, especially in markets like Punjab, Delhi, West U.P., Chennai and Andhra Pradesh.

     

    The ambition was to create a positive discontinuity for Limca that would build off the strong thirst-quenching & freshness credentials- while laddering upto a strong point of view as a brand philosophy.

     

    3. Research insights:

    While thirst quenching is the central attribute for the product, the brand needed to have a ‘larger than life’ emotional role in its story telling. With the feedback from the consumers, we had a well-researched and sharper take on what ‘freshness’ meant for the consumers. So we picked up this specific insight and created a communication interpreting thirst for a larger audience – the thirst to make it big.

     

    4. The thought process behind the creative:

    Limca’s took up the task of encouraging everyday ordinary people to aim higher and strive to reach their dreams – Where Limca quenches the physical thirst that one gets when one sets out to achieve more each time. And we encapsulated the thought in the call to action – ‘Pyaas Badhao’.

     

    5. Media vehicles chosen:

    We chose various mediums like TV, Outdoors, Print and Point of Sales to reach more and more people.

     

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

    It was important for us to strike the right balance between sincere efforts put in by the guy and the light-hearted ones. Also Kareena Kapoor’s tone and mannerisms were consciously kept towards the lighter side so that we don’t come across as preachy. The effort guy puts in the commercial also needed to capture the physical exhaustion he goes through to justify the well deserved and much needed bottle of Limca he gets in the end.

     

    7. Does the treatment do justice to the brief?

    Yes! The creative assigned a clear role to Limca – the previously unanswered question, Why should I have a Limca? – now stands resolved. Limca is about the physical thirst that one works up while chasing his emotional thirst (of his dreams)

     

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

    Everyday people set goals for themselves and they go through a lot of hard work and perseverance in order to achieve it. With the powerful, real life message we as a brand have tried to talk to each one of those people inIndiawho thirst to achieve more and more.

     

    9. Market and client feedback:

    Early reaction is very positive from the market.

     

  • 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 is compiled by Shubhangi Mehta.

    Ad Strat: Jumpin – Bade Kaam Ki Masti

    Rajesh Saathi – Director, Keroscene Films

     

    Name of the Campaign: Jumpin Bade Kaam Ki Masti

     

    The Brief:

    Jumpin has been present in the Indian market for over 15 years now, with a loyal set of consumers. We were to show that the new Jumpin has the delicious taste of real Alphonso mangoes, and the rich, thick, lip-smacking juice gives you loads of energy.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=dTlGqnHyHLY[/youtube]

    Research insights:

    The communication task in hand was to make consumers relook at Jumpin in the clutter of options that are available to them and give them a reason to choose Jumpin over other mango drinks available in the market.

     

    The thought process behind the creative:

    The TVC is highly clutter breaking and brings alive the brand as a Jumpin-boy who is smart, active and quite the all-rounder – enjoys his studies but makes sure he doesn’t miss out on fun. He is full of beans and is quite mischievous and cheeky, exploring boundaries and handling everyday challenges with zealous enthusiasm

     

    Media vehicles chosen: TV

     

    Key issues kept in mind while executing the ad:

    Clutter breaking communication; to stand tall amidst clutter:  Keep the humor quotient high…..bring alive the idea of fun and masti but with a cause, hence Bade Kaam Ki Masti

     

    Drive the stickiness of the copy and enhance the appeal:  Excellent use of the classical Bollywood hit “Nani Teri Morni Ko Mor Le Gaye” enhances the appeal of the film. Superb work done with the remixing of the song makes it even more contemporary.

     

    Does the treatment do justice to the brief:

    The one line brief on the communication task was – To make consumers (kids/moms) relook at Jumpin in the clutter of options that are available to them. The TVC completely does justice to the brief and the overall treatment of the film, its tonality, the song and the storyline helps relaunch Jumpin into the big league.

     

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

    Excellent use of the jingle “Nani Teri Morni Ko Mor” to establish the storyline and hence the idea of Bade Kaam Ki Masti

     

    Market and client feedback for the Jumpin TVC:

    It had been about 6 years since Jumpin last advertised in 2006 and communicated with consumers through mass media. In the meantime, all leading mango drink players were not only very aggressive but also spurred their growth through much larger media presence. The challenge with Jumpin was to not only stand out amidst the clutter but also to appeal to the strategically selected audience, kids aged 10-14yrs. To achieve this, it was pertinent to seamlessly weave the brand promise of “Bade Kaam Ki Masti” into the storyline and also stay true to the personality of Jumpin being a fun & playful brand.

     

    Through this new TVC jumpin not only manages to capture the attention of kids but also engages them comprehensively. The excellent use of the classical Bollywood hit “Nani Teri Morni Ko Mor le gaye” increases the appeal of the film. It helps to cut across the age barrier and is being equally liked by adults as it takes them on a nostalgic trip since they also grew up listening and singing the song to their grandmothers.

     

    Initial response to the TVC has been phenomenal. Everyone who has seen the film has immensely liked the film & found it entertaining. They have also appreciated the big idea of “Bade Kaam Ki Masti” and are seen humming the song Nani Teri Morni koMor…

     

    The same has been equally liked by our trade partners and retailers.

     

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

    AdStrat: Volkswagen Polo & Vento – IPL Edition II

    Rajeev Raja, Consultant, DDB Mudra Mumbai

     

    Campaign Title: Polo/Vento Offer

     

    Brand: Volkswagen Polo & Vento- IPL Edition II

     

    The Brief:

    Keeping in line with its global tradition of sports affiliations, Volkswagen inIndiahas a partnership with the IPL, an innovative cricketing format. For its mass models, Polo & Vento, Volkswagen was launching a special edition model with added features (interactive pad that could be used to watch live media/ entertainment) for a cricket crazy nation.

     

    The task was to create awareness about the special edition models with this added feature and, thereby, create desire amongst the consumers.

     

    Media vehicles chosen:

    We sought to develop a full 360 degree communication for the offer, which included very interesting television commercials, print, OOH & digital work.

     

    Key issues kept in mind while executing the ad:

    Create a communication that would stand out in the overcrowded ad space during the IPL event. Yet it needed to be simple, entertaining and within the Volkswagen tonality and manner of communication.

     

    The thought process behind the creative:

    Volkswagen is the only official automobile partner for the IPL. Therefore, it was only fair to make Volkswagen the ‘official vehicle’ to deliver the IPL experience to the cricket crazy nation.

     

    Packed with IPL-centric features and branding, it gave the cricket enthusiast a chance to not just view the IPL, but also to live the experience of this cricketing extravaganza.

     

    No matter where you are or where you go, you will never be far away from the IPL action thanks to the Volkswagen IPL Polo and Vento Edition II. From this emanated our strategy for the campaign.

     

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

    It is one of the first campaign which has the IPL woven into the story line. It also manages to beautifully inject humour and heart into innovation and technology.

     

    Month and Date of Release: March 2012

     

    Credits:

    Unit Name: DDBIndia

    Office Head: Rajiv Sabnis

    CCO: Sonal Dabral

    Business Head: Anurag Tandon

    Creative Head: Rajeev Raja, Louella Rebello

    Art: Sreejith Kadoth

    Copy: Ranjit Sasidharan

    Account Management: Avik Choudhury, Monish Debnath, Aaron Dsouza

    Films Department: Michael Remedios

    Director:  Will van der Vlugt

    Production House: Caramel Pictures

     

    Creatives:

    Print: JPG format [up till 10mb]

    TVC: MPEG or MP4 format[without slate, up till 10mb]

     

     

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief, the strat, and whatever else went into creating an outstanding ad. AdStrat is compiled by Shubhangi Mehta.

    Ad Strat: A star role for Karnataka Bank

    Sandeep Pai, Creative Head, Bangalore, R K Swamy BBDO

     

    1. Name of the Campaign:

    Corporate Branding

     

    2. The Brief:

    Increase awareness amongst the consumers about Karnataka Bank.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=IqRPQT0mGuY[/youtube]

    3. Research insights:

    Karnataka Bank has a very low awareness level across India. We had to come up with a brand communication which helped the brand to be known.

     

    4. The thought process behind the creative:

    Since the objective of the ad was primarily to raise awareness within a short time, the creative focused on the most recognizable aspect of the bank, which was the motif of the star in their logo. And in most people’s lives, it’s a bank that plays the star role in realizing their dreams and aspirations. We just made this star a central focus of the ad and enhanced the association further with a memorable track.

     

    5. Media vehicles chosen:

    Television.

     

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

    Increase the awareness level and branding.

     

    7. Does the treatment do justice to the brief?

    Yes.

     

    8. What is the differentiating factor about the ad?

    The story line and the music.

     

    9. Market and client feedback:

    Very good, and recall value is high.