MxMIndia

Tag: Ad Strat

  • 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: The friendship pug

    Rajiv Rao, NCD, Ogilvy &Mather

     

    1. Name of the Campaign: Vodafone Network

     

    2. The Brief: In the initial phase of market development Vodafone had communicated ‘Where ever you go, our network follows’ using the Pug. The campaign made our brand synonymous to an omnipresent network and gave it the stature of a constant companion.

     

    As the market evolved, in the next phase, we needed to build a strong consumer perception on not only the network presence, but also of Vodafone’s network quality.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=jNU1yCpIGGU[/youtube]

    3. Researchinsights:  Research helped us identify that the key parameters in the perception of a good quality network are – connectivity, voice clarity and call continuity( no call drops).

     

    4. The thought process behind the creative: The network qualifiers being slightly technical in nature, we needed a story to bring them to life. The stories we chose used metaphors of friendship in all 3 ads. Each TVC showed our Pug, who signifies our network, being the enabler in forming and growing this friendship.

     

    5. Media vehicles chosen: TV, Outdoor, Print, Radio, Digital

     

    6. Does the treatment do justice to the brief? Yes, we made sweet stories, the Vodafone way, to tell a very tangible network promise. Our metaphors were simple to understand, distinct and left an impact yet emotional to touch hearts.

     

    7. What is the differentiating factor about the ad? In a market where the network promise has mostly been a show what you mean exercise, we have taken the lesser travelled emotional route to communicate the same promise. We have precious moments of interactions between 2 friends coming closer with our Pug (network) as the enabler.

     

    8. Market and client feedback:

    200,000 plus views on YouTube in 1 month

    Early indicators, from a business perspective, look positive. Results are still expected.

     

  • 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: Whisper of possibility

    KV Sridhar, NCD, Leo Burnett

     

    1. Name of the Campaign/Ad:

    “Whisper Hai, Possible Hai”

     

    2. The Brief:

    Whisper was seeking to drive a stronger emotional connect with their consumers.

     

    3. Research insight:

    Whisper is irreplaceable to an entire generation of girls, and has enabled them to be unstoppable in their day to day lives.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=l7daDKeG-tM[/youtube]

    4. The thought process behind the creative:

    While period communication has its own language (typically problem – solution), we were trying to show how the period experience differs for Whisper users who live confident and active lives. Therefore it seemed appropriate to find charming everyday moments and juxtaposing them… sometimes with humour (comparing window-shopping to shortlisting prospective grooms)… and sometimes with the “can do” spirit of today’s youth. We also wanted to leverage a brand ambassador who had risen to success with hard work and perseverance, and so chose Saina the badminton superstar who, like a crore of Indian girls, also counts on Whisper on the days that count.

     

    5. Media vehicles chosen:

    Television

     

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

    Keep it real, relatable and humble. Make it reflect the inner voice of the Whisper girl.

     

    7. Does the treatment do justice to the brief?:

    We used the narrative format of vignettes to connect with the girl across the country… North/South/East and West. As well as stayed true to the language we hear the Indian girl speak.

     

    8. What is the differentiating factor about the ad:

    The brand has a long-standing heritage in this country… A heritage of understanding and connecting with the Indian girl for the last 23 years. As well as a heritage of superior protection, which in its current avatar translated as 1 second absorbency.

     

    9. Market and client feedback:

    The client was very happy with the campaign, which qualified strongly, resulting in compelling in-market results and one of the highest historical value share reads on the brand.

     

  • 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: Screw the couch

    Ryan Menezes, Chief Creative Officer, Percept/H

     

    1. Name of the Campaign:

    Screw the couch-Ditto TV.

     

    2. The Brief:

    To create immediate curiosity and interest in a new brand, Ditto TV, in this new category called OTT (Over the top) TV.

     

    3. Research insights:

    People are always alive to novel forms of engagement. They like completing stories in their heads and love checking on whether their answer ‘is right’.

     

    4. The thought process behind the creative:

    The ad had to be provocative. My idea was to play on the fact that Ditto TV allows you to do it anywhere, without specifying what the ‘it’ was, and allow people’s imagination to go wild.

     

    5. Media vehicles chosen:

    Front page jackets on Bombay Times, Bangalore Times, Delhi Times, DNA Mumbai and Pune.

     

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

    Key issues kept in mind while executing the ad. The ad had to be noticed, so I had to make it stand out. Hence the use of bold typography, minimal elements  The copy on the front page was written at one go, as I wanted it to sound like an angry rant, and not look like it was crafted. I used a broken couch as a visual to reinforce the double entendre that was already playing in the reader’s mind.

     

    7. Does the treatment do justice to the brief?

    It more than does justice to the brief, it takes it to another level.

     

    8. What is the differentiating factor about the ad?

    Its audacity, its single-minded message. It is well written and art directed, and most of all, it rewards the viewer.

     

    9. Market and client feedback:

    Ecstatic client, curious readers. The app Ditto TV became no. 3 on the Apple App store within 3 hours on day 1 of launch. More than 5000 registrations within 11am on day 1 and No.1 app on the most downloaded charts on Apple store within 3 days of launch.

     

  • 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 great ad

    AdStrat: IndusInd Bank Responsive Campaign

    Pranvir Singh Mann, Creative Head,Delhi, RK SWAMY BBDO.

     

    1. Name of the Campaign: IndusInd Bank Responsive Campaign

     

    2. The Brief: Build on the responsive theme by introducing innovative banking solutions

     

    3. Research insights: The core idea was IndusInd Bank is a responsive bank that is ever-ready to innovate in order to help customers lead an easier life. The objective is to establish that IndusInd Bank provides innovative, secure and hassle-free banking solutions.

    IndusInd Bank came up with 3 innovative banking services based on the real consumer insights.

    • The innovative ‘Cash On Mobile ATM’ service to help their customers when caught in an unforeseen emergency. The freedom to withdraw cash from IndusInd Bank ATM when you are without cash or card by just receiving a SMS from an IndusInd Bank customer.
    • Calling and getting connected to a bank’s customer care is a big challenge. IndusInd Bank understood this problem and came up with ‘Call Connect’ which allows the customer to get connected to the Phone Banking executive directly.
    • Generally no one bothers to redeem their Credit Card reward points as it’s a hassle and moreover the redemption process and rewards associated with it are quite ambiguous. IndusInd Bank came up with ‘Quick Redeem Service’ which gives the customer a choice to redeem the reward points on the spot.

     

    4. The thought process behind the creative:

    The creative had to be clutter breaker and highlight the key benefit of the respective service very clearly.

    • Cash on Mobile: To deliver the message through a situation that one can relate to. Thereby, highlighting the main benefit of the service clearly.
    • Call Kabaddi: Create a visual of the hassle that one goes through while calling up the bank. To make people immediately empathize with the protagonist
    • Quick Redeem Service: to exaggerate the benefit and its impact on the customers.

     

     

    5. Media vehicles chosen: Primarily TV, Outdoors, Radio

     

    6. Key issues kept in mind while executing the ad: It was kept in mind that the service message should be brought out clearly and people should not get confused in the delivery and functionality of the service.

     

    7. Does the treatment do justice to the brief?

    Yes

     

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

    • Cash OnMobileATM: Neetu Singh
    • Call Connect: Visual device
    • Quick Redeem Service: The whole set-up and aura

     

    9. Market and client feedback:

    Have a good feedback from the client:

    Cash on mobile and Call connect: Many customers called the bank for the service related query.

    Quick Redeem Service: Many customers called for query related to reward points redemption

    Overall, we got a great response from the customers.

     

  • 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: Uninor’s ‘Baat baat mein recharge’

    Amod Dani, ECD, Leo Burnett

     

    1. Name of the Campaign: Uninor ‘Baat baat mein recharge’ campaign

     

    2. The Brief:

    India is a nation dominated by prepaid users. 93 per cent of the mobile services market in India is skewed in favour of the prepaid consumers. Uninor is a pre-paid brand that makes calling more affordable for the common man. The brief to the agency was to create a campaign that can show how Uninor recharges last longer in an entertaining and youthful manner.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=E5-JwiznxkQ[/youtube]

    3. Research insights

    Through our unique human kind approach we managed to tap into the inherent Indian desire for gossip.  As Indians, we love gossiping and just detest insufficient gossip or half information. This human need to know about the lives of others became a launch pad for our campaign.

     

    4. The thought process behind the creative:

    Uninor’s platform of ‘Pay less, talk more’ rides on affordable voice products and value-based prepaid plans. Our new campaign is rooted in the human desire for juicy conversations. However, the need for constant recharge can be an obstruction for the same. The coin dropping execution is an expression of the irritation that comes with constantly recharging. We used the coin dropping pneumonic synonymous with PCO phones of earlier days to effectively bring alive the pains of repeated recharge.

     

    5. Media vehicles chosen:

    The campaign is on air right now as Television is a vital cog in our media cycle. We have scheduled a 360 degree roll-out for this campaign including radio, outdoor, on-ground activation and in-store retail merchandising. We also have a digital plan in place to augment the penetration of the campaign.

     

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

    The penny literally dropped with the coin device and the freeze frame approach. It was, therefore, necessary to get the timing absolutely right in order to deliver a simple, clear product with a touch of humour.

     

    7. Does the treatment do justice to the brief?

    The treatment truly does justice to the fact that Uninor provides more value to the pre-paid user by showing how constant recharge keeps inhibiting juicy conversations.

     

    8. What is the differentiating factor about the ad?

    The insight behind the campaign and the coin-dropping execution technique is uniquely simple and relatable. The juicy gossip keeps everyone interested throughout the film.

     

    9. Market and client feedback:

    We have received some very positive feedback from the client’s side. The campaign has created a wave of excitement at the client’s end and the numbers are there to show it too. All in all, we see the thumbs are up and some really thrilling times ahead.

     

  • 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: Mahindra XUV500

    Robby Mathew, NCD, Interface

     

    Name of the Campaign/Ad: Mahindra XUV500 Stories

     

    The Brief:

    Here is a vehicle that doesn’t look like any other SUV in the country. It is truly a global vehicle. Its design and technology rivals the very best in its category, anywhere in the world. Hence the edgy idea, the British humour. The ad, with its over-the-top plot, different narrative style, and lastly the action and setting tries to reflect this.

     

    Research insights:

    Actively seeking out new experiences is a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

    The thought process behind the creative:

    People who have travelled a lot, seen different places, done different things are interesting people. They have interesting stories to tell. They are the life of any party or get together. Everyone wants to listen to them. They take us out of our mundane existence and promise us a life that we could live if we only we had the courage and desire to.

     

    Hence the creative idea of stories. The tag line of the brand is not just a tagline but a wish/blessing: may your life be full of stories.

     

    It is a wish that you live a very rich, very fulfilling life. A life so full and interesting that it is worthy of a story. And that is the life the brand wishes for you.

     

    Media vehicles chosen: TV, press, digital, outdoor

     

    Key issues kept in mind while executing the ad:

    International production values, exotic location, never seen before car shots (unlike other car ads where the car shots are smooth and romance the car slowly – here the shots resemble the action scene in a Hollywood film – ‘edge of the seat’ treatment is how I will describe it.

     

    Does the treatment do justice to the brief?

    Yes, it does

     

    What is the differentiating factor about the ad?

    The plot, the treatment and the action.

     

  • 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: Best Rice, The Perfect Match

    Ajay Gahlaut, ECD, Ogilvy Delhi

     

    Name of the campaign/ad

    Best Rice: The Perfect Match

     

    Brief

    Reposition rice from an uninvolved product for the consumer to a desirable brand. Best rice needs to be in everyone’s mouth and the brand name on everyone’s lips.

     

    Research insights

    India is a country that believes in forgiving and forgetting. They are all the more hasty when it comes to advertising of products they hardly want to waste time thinking about. And even more when it’s about everyday consumption happening within the confines of their homes. Nobody walks in to ask what brand of flour one is using. Or, what mustard oil brand you love. The same has been the case with rice, even when India is known to be a country of rice eaters.

     

    With the advent of brands into flour and mustard oil, how could rice companies be left behind? Many of them braved this uncertain market about 10 years ago. They introduced packaged rice, of course with a premium. Thus began a flurry of advertising campaigns trying to sell the white grain. They cited a better product than the unbranded, open rice that one gets at the friendly neighbourhood grocer. The claim worked and the packaged rice market started to grow at a rate of 35 percent every year. But it came with a problem. The consumer would pick any rice brand, with the thinking that any brand is better than unbranded rice. The result, in the long run, was a total absence of brand loyalty.

     

    The thought process behind the creative

    Rice is never the main dish in the menu. We cook rajma, dal, fish curry, chicken curry, sambar and take rice for granted. But if rice is not cooked well, even the perfect rajma will not taste good. Thus, we arrived at a very simple insight – that rice is never eaten in isolation. Voila! The idea: Best – The Perfect Match. In brief, rice complements the food it’s eaten with in the same way that a perfect couple complements each other.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=6TMkAjn4Z3c[/youtube]

    Media vehicles chosen

    While it was principally led by television, print has been used interestingly as a reminder medium.

     

    Key issues kept in mind while executing the ad

    While all three ads were in three different languages, they were to be universally understood and enjoyed. To personify rice and the accompanying dish that belongs to a particular region, the ads had to look authentic.

     

    Does the treatment do justice to the brief?

    There are various ways of bringing the thought of “The Perfect Match” alive and several were tried. But experience shows that consumers always warm up to human stories. Specially love stories, which is where we hit upon the idea of using different couples to make our idea talk.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=ifEWu_4EnVg[/youtube]

    What is the differentiating factor about the ad?

    These couples in the commercials, and the chemistry they shared with their partners, brought charm to the commercials while effortlessly communicating the brand benefit. They were definitely clutter-breaking, and the stories made people smile.

     

    Market and client feedback

    In the last few weeks, these little white grains have become the talk of the town. There was a 30 percent hike in sales in Delhi/NCR within the first week. All in all the campaign managed to fulfil its quintessence, by helping the brand capture the consumer’s eye in an age of utmost competition. We might well say that men, too, are now interested in knowing the brand of rice used in the house.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=QkEJzotfgM4[/youtube]

    Credits

    Company: Best Foods Ltd

    Product: Best Rice

    Agency: Ogilvy, Gurgaon

    Creative Director: Ajay Gahlaut, Nitin Srivastava

    Writer: Umesh Grover

    Art: Jonathan George

    Client servicing team: Sharmista Dev, Vineet Kindra, Shivani Sharma, Lagun Sehgal

    Production House: Chrome Pictures

    Director: Amit Sharma

     

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

    Ad Strat: Palasa Creative Place

    Sandeep Bomble, Founder, Palasa

     

    1. Name of the Campaign: Ghost Campaign

     

    2. The Brief: To promote an exclusive weight loss package by Iosis Medispa

     

    3. Research insights:

    Everyone today wants to feel good about himself/herself. Keeping this notion in our minds, we came up with a strategy of doing away with the “ghost” lurking inside. This “ghost” is the fat in our bodies that causes the feel good factor to diminish, and eventually, take a back seat.

     

    Excess of fat in the body causes obesity, leading to many other ailments such as high cholesterol, diabetes, lethargy, cardio vascular attacks and so on.

     

    Apart from the physical harm fat causes, it also attacks you mentally. An overweight person will feel low, left out and in many cases will also have a severe inferiority complex. Having friends and peers with slim bodies around will only make it worse.

     

    4. The thought process behind the creative:

    Understanding the insight of how obesity affects one’s life, we realized there is a huge opportunity for making the audience aware about the evils of obesity and provide them the right solutions against it.

     

    As the insight was strong enough to put across a strong message, we visualized obesity and treated it as evil. The evil that is set free making the man/woman feel happier and lighter with a range of slimming packages from Iosis Medispa.

     

    5. Media vehicles chosen:

    The leading media was Print, which was supported by Outdoor and the distribution of leaflets in the local vicinity. To make it interactive, the campaign was backed by innovations like the ‘ghost’ stickers pasted on the mirrors of multiplex washrooms, instigating the audience to consider their fitness.

     

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

    The campaign was built around the insight that obesity is the root cause for some of hazardous evils trapped within the human body. The evil obese figure emerging out of the slimmer man/woman adds enough drama that would act as an immediate hook for the audience. The settings were easy going in nature, expressing that it’s not only about looking good; but feeling good inside. The clutter breaking communication minus vague promises and loud claims, effectively stirred up the message of ‘set free to healthy living’ in a distinctive yet effective way.

     

    7. Does the treatment do justice to the brief?

    The ad is interestingly dramatized by showing obesity in an evil light, treating it as a ghost. It talks about getting rid of the excessive fat from your body, leaving you happier and lighter from within. The woman and man in the ad were shown in a composed and relaxed state with toned, healthy figure. The personified ghost acts as the bad unwanted fat that has a feel good factor to it once disposed. The ad achieved the desired response as it was different from the usual ‘before and after weight loss ads’, thus, breaking the market clutter to good effect.

     

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

    The dramatic execution came out as a refreshing change from the regular ‘Before and After’ slimming ads. The communication set a different tone within the industry, opening up the thinking verses the mundane pre and post differences in the figure. The idea and the expression proved interesting enough to stand apart from the rest.

     

    9. Market and client feedback:

    This ad received an optimistic review across the market span. It was well understood, across classes, as a clutter breaking ad. The market audience was already weary watching the same clichéd ‘before and after weight loss’ ads done by the competitors. So, the ‘ghost ads’ came out as fresh interesting breeze amongst the muddled space, elevating the brand value.With the ad covering a number of media across, the brand presence was visibly felt.

     

    Walk-in targets exceeded along with increase in phone calls and queries after the launch of the campaign. The client felt confident about the positive air envelope the brand, Iosis.

     

  • 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: Kirloskar – Engineering Solutions

    Aniruddha Oka, Chief Operating Officer, Quadrant communications

     

    1. Name of the Campaign:

    Kirloskar – Engineering Solutions – just a phone call way

    Client: Kirloskar Proprietary Ltd. (owner of Kirloskar and Kirloskar Green Brands)

    Client Person: Mr. Vijay Varma, President

     

    2. The Brief:

    Take the Engineering high-ground by dramatically communicating the engineering capability that Kirloskar possesses of handling seeming impossible, large challenges (in water and power businesses) with ease and also build awe /respect for Kirloskar.

     

    3. Research insights:

    Though, Kirloskar enjoys a high brand recall, the relevant TG like key decision makers and general public are not completely aware of the true capabilities that the Kirloskar possesses.

     

    Though, the brand is known for a wide range of products it offers, there was a need to highlight the magnitude and ease with which they can provide engineering solutions.

     

    Moreover, a foreign consultant acknowledging/endorsing a brand to a set of Indians delivers a surprise value that in Africa andMiddle East, Kirloskar has earned a high reputation with the European/American consultants for large projects.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=tL27uKluzaU[/youtube]

    4. The thought process behind the creative:

    When you have a highly capable giant on your side, even the toughest daunting tasks

    appear simple. Utilising this insight, the TVC highlighted Kirloskar’s engineering capability by actually de-glorifying large challenges like shifting a lake up the hill, a capability Kirloskar has actually exhibited while executing the Sardar Sarovar Narmada Nigam’s Project in Saurashtra – the world’s largest irrigation scheme, inIndia.

     

    Lastly, if a company can handle such complex engineering problems so easily, handling my problem is a child’s play is what the unsaid message to the TG is.

     

    5. Media vehicles chosen:

    TV (primary) – Select Infotainment, Business and news channels – with support of the Internet.

     

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

    While dramatically projecting the largeness of the problem/task, the challenge was to deliver the “shock value – just a phone call” and yet make it look very real.

     

    7. Does the treatment do justice to the brief?

    Well, we think it does.

     

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

    Unlike the other engineering/project sector advertising that shows products and project details in full glory and actually highlights their complexity, here it takes the air out of them making it seem very simple, thanks to Kirloskar.

     

    9. Market and client feedback:

    The TVCs were well appreciated and were viewed even on Youtube and other sites.

    The video pre-rolls on ESPN.com during World Cup Cricket last year, were viewed in such a large number, that the client’s website bandwidth went for a toss. And even when the viewers had the option to skip, almost 90% surfers viewed these ads completely before watching live cricket.

     

    The “Call whom, God? and ” No Kirloskar” were the elements that had a very high recall amongst viewers.

     

  • 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: No kidding with Flipkart

    Kartik Iyer, CEO, Happy Creative Services

     

    Name of the Campaign/Ad:

    No Kidding. No Worries. – Flipkart.com

     

    The Brief :

    To convince people that it was safe and hassle-free to shop at flipkart.com. In short, build trust for the brand.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=QZ47GDgTWGg[/youtube]

    Research insights

     

    We found that there were two categories of people we needed to speak to:

    a) Those who were already transacting online for tickets on sites like IRCTC and travel sites, but were not shopping for physical goods.

    b) Offline shoppers – people who were sceptical about transacting online itself.

     

    We found the common thread between them to be lack of trust, and both groups had common fears:

    a) Fear of losing their money by having to pay upfront.

    b) Unsure about quality of products and their warranties.

    c) Fear of not having a place to replace / exchange a product in the event of a problem, if any.

     

    Flipkart already had the solutions to the above problems in place, ie multiple payment options (including cash on delivery), easy replacement policy, and the fact that they only dealt in original products that came with original warranties. All we had to do was go out and tell the world that there’s nothing to worry about.

     

    Being the first mover, we were clear that Flipkart needed to battle the demons of e-commerce itself. Basically, grow the category.

     

    The thought process behind the creative:

    We knew we were pretty much talking to everybody. In some way we had to voice the concerns in the minds of the consumers. So we chose a classic question / answer format that allowed people to recognize their own fears in every piece of communication. Since we were there to build trust, the choice to go ahead with children was almost unanimous, as they are the only ones who trust unconditionally. So we had a format and we had kids, all we needed was a little touch to make it clutter-breaking. So we decided to get the kids to behave like adults and gave them adult voices, which took the experience of watching the commercials to another level. After all, we wanted to tell everyone after every piece of communication that there was no need to have any fear when it comes to shopping on Flipkart.com. No kidding. No worries.

     

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

    Media vehicles chosen

    TV, Print, Outdoor, Digital.

     

    Key issues kept in mind while executing the ad:

    Getting the performance right was key. We didn’t want it ending up like a spoof or have the kids ‘trying’ to act like adults. The kids came through like magic. Their performances are there to be seen and appreciated. Full marks to Aiyappa the director and Footcandles the production house for their commitment and efforts. Special mention to Shaun who trained the kids with workshops prior to the shoot, and kept them in great spirits through the entire schedule.

     

    Does the treatment do justice to the brief?

    The campaign definitely did justice to the brief. I am not sure if a treatment is expected to do justice to a brief. If i understand your question right, yes it definitely helped people to watch the communication repeatedly, to the point that they not only recalled everything that Flipkart was trying to communicate but also the dialogues from everyone in the films.

     

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

    The kids acting like adults and speaking in adult voices definitely made the campaign stand out. The little touches of subtle humour only added to repeat value in viewership.

     

    Market and client feedback:

    The campaign was appreciated without prejudice by consumers, marketers and industry peers alike.

    The commercials went on to become a viral success, and crossed a million views on YouTube alone within two weeks, streaming on channels that were not owned by Flipkart or the agency.

    People actually started recalling the dialogues from the commercials in normal conversation. “Thats a classic,” has found its way back into common parlance and comments on Facebook.

    The campaign featured among the five most recalled campaigns of the festive season.

    It also featured in the most recalled campaigns of 2011 in polls conducted by Financial Express, Business Line, Afaqs, Campaign India and FHM, among others.

     

    Results:

    1. The website traffic, orders and revenue all doubled post the campaign. In August Flipkart was clocking Rs 30 cr/month. By the end of the campaign they clocked in excess of Rs 60 cr each month.

    2. Website traffic jumped to 100 lakh visits per month and 1000 lakh page views.

    3. Flipkart is now among top 30 sites in the country ahead of eBay (Alexa rankings) and the largest e-commerce (physical goods) player in the country.

    4. Today Flipkart ships close to 30,000 items every day ie 17 items every minute.

    5. The campaign was skewed towards the new electronics categories whose contribution went up from 40 percent to 60 percent in the two months of the campaign.

     

    Campaign Credits:

    Client – flipkart.com

    CEO – Sachin Bansal

    VP Marketing – Ravi Vora

    Agency – Happy Creative Services

    Creative Directors – Kartik Iyer / Praveen Das

    Copywriter – Naren Kaushik

    Art Director – Anuja Singhal

    Acct Management – Ruchika Chaudry / Neelima Kariappa

    Strategy – Ravi Bhat

    Production House – Footcandles

    Director – Aiyappa

    Exec Producer – Anand Menon

    Producer – Amaerjeet Phukan

     

  • 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: McDonald’s Happy Price Menu

    KV Sridhar, NCD, Leo Burnett

     

    Name of the Campaign/Ad: Happy Price Menu

    The Brief: Since the launch of Happy Price Menu in 2004, McDonald’s & Leo Burnett have constantly endeavoured to go to consumers every year with a fresh way of communicating the already established Rs 25 affordability message. The outlined challenge for the 2012 campaign was to go beyond transactional/value communication and forge an emotional bond with customers.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=iKCe0Za3lBA[/youtube]

    Research insights: While food is why people come to McDonald’s, it’s the moments one shares over that food that makes them come back.

     

    The thought process behind the creative: McDonald’s is all about simple easy enjoyment. The burger may cost a few rupees, but the conversations, the human connection one creates over that burger is priceless. And hence, the core thought – real happiness doesn’t cost a lot – interpreted through simple, everyday, innocent charming stories that bring a smile to your face.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=22P9FCX2Ybg[/youtube]

    Media vehicles chosen: The campaign launches with a TV plan and in store merchandizing in the first phase and additional media like radio, outdoor etc will be added in subsequent phases.

     

    Key issues kept in mind while executing the ad: We needed to adhere to brand tone – fun, optimistic, welcoming and genuine. While we worked on compiling mushy priceless moments, we needed to take care that we weren’t being over the top or unreal. All McDonald’s communication must be stories that you can imagine happening around you.

     

    Does the treatment do justice to the brief? Simple execution, enjoyable stories and adorable performances – cliched as it may sound, the films touch an emotional chord and take the happy price menu beyond the basic value for Rs 25!

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=-sTqF1owZvI[/youtube]

    What according to you is the differentiating factor about the ad? From discovering love in an arranged marriage to realizing that you are more than just a driver to a bunch of school kids to a role reversal between a father and son, all such moments no one can put a price to. So we took these real slice of life situations and married them to the Happy Price Menu’s affordability to create this fresh campaign-emphasizing price yet talking of making moments that will last a lifetime.

     

    Market and client feedback: Rameet Arora, Senior Director McDonald’s, says, “The new McDonald’s campaign for the Happy Price Menu reflects the joy, optimism and happiness that epitomizes McDonald’s. The Happy Price Menu, with its deliciously affordable pricing and iconic products, opens the doors for everyone, young old; affluent, budget seeker; working adult, families. The campaign ropes together the brand, the food and the prices. In my opinion it isn’t just advertising for the budget menu, it’s advertising for McDonald’s the brand.” Within a week of the launch, McDonald’s has reported a significant rise in footfalls.

     

    The campaign got 8,000 hits on YouTube within 4 days of the launch. The films are also being circulated heavily on social media websites.

     

  • 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: The Hero in everyone

    Anil Nair, CEO and Managing Partner, Law & Kenneth

     

    Name of the Campaign/Ad:

    Hum Mein Hai Hero – Hero MotoCorp

     

    The Brief:

    To come up with a thought that will help Hero honda to transform and establish itself as Hero MotoCorp.

     

    Research:

    Our job was not only restricted to understand the two wheeler market but the people of India on a whole who could be our perspective target audience. Our focus was on the prevailing problems like corruption in India and how an Indian would overcome it.

     

    The thought process behind the creative:

    Since our hub was India, we saw a tremendous positive attitude amongst the people and we wanted to bring it out. Our focus was on the fact that there is a possibility and we all have a hero within us to overcome any hurdle and ‘self belief’ is the key factor in that.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=ulbchi7-N9c[/youtube]

    Media vehicles chosen:

    Complete 360 degree approach (TV, Print, Outdoor.,digital)

     

    Key issues kept in mind while executing the ad:

    Our motive was to not let it look like just an ordinary television commercial and at the same time we didn’t want to sound preachy. We wanted it to look realistic hence we used real people.

     

    Does the treatment do justice to the brief?

    Absolutely! Its spirit lies in the anthem.

     

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

    There are three differentiating factors:

    The Idea

    The Music

    Realistic Visualisation

     

    Market and client feedback:

    Hero MotoCorp enjoyed a higher sales percentage and went ahead of Hero Honda. The client is ecstatic and extremely happy with the work.