MxMIndia

Tag: AdStrat

  • The auto major commissioned its digital agency Ogilvy Digital on the job with a clear mandate to let people experience the versatility of the vehicle

    AdStrat: Tata Motors goes VR with Ogilvy for Prima global sales

    We are restarting AdStrat, a look at the strategies behind all-new creative campaigns. Interested in featuring, your campaign in AdStrat. Write to editor@mxmindia.com

     

    By A Correspondent

     

    What does an auto major do to sell what it calls its ‘World-Smart Truck’? Take it on the roads across the world? Impossible. Send glossy brochures to prospective customers? Naah. Enter technology, and here’s an easy tool deployed by the folks at the commercial vehicles division of Tata Motors to give potential buyers an experience of the real thing. Well, almost.

     

    Enter Virtual Reality or VR, the ‘Formidable 4’ campaign brings out Tata Prima’s versatility across different applications in an “immersive fashion”.

     

    Tata Motors commissioned its digital agency Ogilvy Digital on the job with a clear mandate to let people experience the versatility of the vehicle. The brief given, a global hunt started for the best possible VR film-maker. In came Sandeep (Kamal) Kamalasanan who is regarded as one of India’s best VFX and hybrid media specialist. Kamal interestingly started off as an artist in Udaipur before taking the leap into computer-aided art. And the rest, as they say, is history.

     

    George Kovoor

    The leadership team on the project at Ogilvy Digital – George Kovoor – Group Creative Director, Ogilvy Mumbai and Namrata Keswani – Head of Digital Domain, Ogilvy Mumbai facilitated an exclusive look at the hybrid films and here’s what they had to say. Kovoor: “The Tata Prima is the flagship brand of the Tata Motors fleet of commercial vehicles. Tata Motors wanted to showcase its technological prowess in an international market dominated by giants like Mercedes, Volvo and Mitsubishi.  We took that as a challenge and created a first of its kind experience that intersects experiential technology and storytelling. “The Formidable 4” is a unique hybrid VR film that seamlessly merges virtual reality with I-max technology, graphic animations and interactivity to literally take you into the future of test drives. I would like to commend the client for partnering with us on a project of this magnitude and scale. I would also like to thank Sandeep Kamal, one of the finest VR film directors in India, who turned our vision into a magical reality.” And Keswani: The hybrid film gives an opportunity to customers and patrons of automobiles in general to virtually experience trucking on varied terrains which include – a racing track, a mountain pass, a mine and a highway. While traversing through these four terrains, one also gets a sense of how challenging it is to tread on them and learn the technological prowess of the Tata Prima at play.”

     

    Namrata Keswani

    Both Keswani and Kovoorard delighted at the results that the film has produced. The film was released in November and has done the rounds, though it was shown to the media only last week. Keswani is quick to say that the film isn’t a replacement for test drives. When asked how much time it took to get the film ready – from brief to delivery, Kovoor said two months. Two years, we asked. No, two months, he said emphatically. “We’ve been working with Tata Motors since late 2016 and we understand the client and its products well. The film was shot entirely in Rajasthan and the outskirts of New Delhi.

     

    And did it mean that their client had to shell out millions to produce the film. Keswani clarified that it’s possible as much as a regular TVC. And what’s more, given the way it has been produced, we can add on modules without having to

     

    Rudrarup Maitra

    We missed meeting Rudrarup Maitra -  Head – International Business, Commercial Vehicles, Tata Motors, but here’s what he had to say in a communique:“The Tata Prima – Formidable 4 is a unique journey which helps us communicate to our prospective and existing customers. It redefines the way we demonstrate the versatility of the Tata Prima platform and the benefits of the Tata Prima’s technological prowess.Since the roll out of the film in November, we have been taking our fleet customers and key stakeholders through this VR experience. The experience has been able to generate excitement around Tata Prima across relevant audience and increase its

     

    If the Ogilvy Digital films produce the desired results for Tata Motors, it’s surely going to be goodbye to PPTs and flipbook-based sales meetings.

     

    CREDITS:

    Agency: The Ogilvy Team

     

    Creative:

    George Kovoor- Group Creative Director

    Nitin Kerur- Associate Creative Director

    JiteshRaut- Associate Creative Director

    Yash Kulkarni- Sr. Copywriter

    AjinkyaGhorpade- Visualizer

     

    Account Management:

    Namrata Keswani- Head of Digital Domain

    Sujay Srivastava- Client Servicing Director

    JuhiWadia- Account Executive

     

    Planning:
    Anirban- Sr. VP & Head of Planning

    Aakash Singh- Planning Director

     

     

  • Post its launch in 2010, the Volkswagen Vento has earned a reputation of being a premium sedan that delivers style with substance. With the launch of New Vento, Volkswagen aims to raise the bar for product superiority and style.

    AdStrat: DDB Mudra executes a new campaign for Vento

    Objective

    The objective of the campaign was to showcase the New Vento as a complete package of thoughtful design and purposeful style.

     

    Campaign Idea

    From in-depth consumer research, it was evident that the New Vento buyer was a family person, who appreciated both substance and design. He would not compromise on what is best for his family or on his ride. The New Vento is the car he was long waiting for. With its thoughtful design and blend of style, it is sure to make the owner feel the love it has been crafted with and ensure that he passes it on to his near and dear ones.

     

    Creative Execution

    The media rollout consisted of a clutter-breaking 30-second TV commercial, along with print innovations in leading dailies. This was supplemented by OOH, digital & other interactive initiatives.

     

    The TVC is a tale of the love received from the car being radiated. The key protagonist; in this case, the young guy is seen seemingly grooving inside his beautiful New Vento much to the amusement of passersby. What the viewers realize later is that all his funny gestures were to charm and amuse his cute chuckling toddler safely tucked out of view in the backseat. The narrative in true Volkswagen style brought a pleasant twist in the story and along with it, the twinkle in the eye moment, now synonymous with Volkswagen films.

     

    Quoting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said, “Going the family way is often seen as going away from all that’s fun. But actually that’s a choice, not the rule. The new Vento makes sure that it’s a choice you don’t have to make when it comes to your car. And that’s what we tried to capture in the commercial. A man who sees the fun side to the responsibilities of a father.”

     

    “The Vento has always been among our best received products in the market and with the changes made to the New Vento we wanted to do something unique for this carline. The DDB Mudra team has worked very well on the brief and the final outcome is fantastic” said Kamal Basu, Head- Marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt. Ltd.

  • Volkswagen, one of Europe's leading carmakers has been synonymous with its world renowned German Engineering. Volkswagen in India too has constantly innovated to launch best-in-class offerings that are high on build quality & have unmatched driving dynamics

    AdStrat: Volkswagen Jetta says it’s ‘Worth Everything’ for new offering

    Volkswagen, one of Europe’s leading carmakers has been synonymous with its world renowned German Engineering. Volkswagen in India too has constantly innovated to launch best-in-class offerings that are high on build quality & have unmatched driving dynamics

     

    Campaign Brief

    Post its launch in 2009, the Volkswagen Jetta has earned a reputation of being a luxurious sedan built to enhance the driving experience. With the launch of the New Jetta, Volkswagen aims to set a new benchmark when it comes to product superiority, sophistication & overall safety.

     

    Objective

    The objective of the campaign was to improve awareness and consideration for the New Jetta by heightening the desirability for the car & making it aspirational in nature.

     

    Campaign Idea

    The new-age Jetta buyer seeks & appreciates top-notch quality and well-crafted design, with a desire to stand apart from the ordinary with the choices that he/she makes.

     

    The campaign built on the obsession platform used a couple of years back, amplifying the great lengths one would go to achieve something extraordinary. An idea that would make both, the car and its buyer, distinguished. Thus, was born the idea of ‘Worth Everything’.

     

    Creative Execution

    The media rollout consisted of a clutter-breaking 45-second TV commercial, along with print innovations in leading dailies. This was supplemented by OOH, digital & other interactive initiatives

     

    The sharply executed TVC is a tale of obsession. The key protagonist; in this case the chameleon develops an obsession for the new Jetta upon spotting it drive by. The narrative portrays how the chameleon changes his colours to match the contours of the car; much to the amazement of his peers. Undeterred he keeps at it and the end reveals him get on the Jetta, cleverly camouflaged & perched on the front grill.

     

    Rahul Mathew, Creative Head, DDB Mudra West said, “In Volkswagen commercials we always try to capture simple emotions that our cars evoke. And then tell it a charming and refreshing manner. For the new Jetta the emotion was a no-brainier – desire. And then used a chameleon to bring out the different shades of this desire, quite literally.”

     

    Kamal Basu, Head – Marketing & PR, Volkswagen Passenger Cars said, “Volkswagen advertising has a unique tone and the brand always tries to set new benchmarks with its campaigns. We wanted to do something unique for the New Jetta, and the DDB Mudra team has worked on the brief very well. We believe that the final outcome has been fantastic and the team is excited with how the new Jetta campaign has shaped up, and with the overwhelmingly positive response that we have got for the new campaign.”

     

    Agency Credits

    Agency: DDB Mudra West

    Chief Creative Officer: Sonal Dabral

    National Head Planning: Aditya Kanthy

    President, DDB Mudra West: Rajiv Sabnis

    Creative: Rahul Mathew, Ferzad Variyava, Karunasagar Sridharan, Preeti Verma, Sagar Moriye, Manuja Patil

    Account Management Team: Anurag Tandon, Giridhar Bhat, Shivavrata Sarkar, Hemant Joshi

    Strategic Planning Team: Mou Roy, Deboleena Chatterjee

    Films Team: Vishal Sane, Vishal Agarwala

     

  • DDB Mudra West has used the New Polo's USP of '1.5L TDI engine' to great use in its proposition: Power, when you need it

    AdStrat: DDB Mudra unveils second phase of Volkswagen’s Polo campaign

    Be it design, performance, safety or overall driving experience, Volkswagen has delighted India with one innovative, well-put-together car after another. Abiding by this communication, the first phase of the campaign positioned the New Polo as a refreshingly beautiful car to own and drive. The second installment of the New Polo campaign, DDB Mudra West has used the New Polo’s USP of ‘1.5L TDI engine’ to great use in its proposition: Power, when you need it.

     

    Challenge:

    Having established the New Polo as a refreshingly beautiful car to own and drive in the first phase of its communication, Volkswagen felt it was time to emphasize the performance of its powerful 1.5L TDI engine.

     

    Idea:

    With many refreshing additions on the inside and outside, the New Polo is a car to reckon with. It has a shiny new front grille, new sporty steering wheel, new alloy wheels, advanced multimedia console with steering-mounted controls and new dual-beam headlamps with cornering lights, among other things. But, most importantly, hauling it all is a powerful 1.5L TDI engine that generates an impressive 90PS horsepower and 230Nm of torque.

     

    The engine ensures that power and time are always on your side when you’re on the road. Perfect for today’s ‘get-it-done-yesterday’ world. Thus, was born the idea of ‘Power when you need it’.

     

    Creative Execution:

    The media roll-out consists of three sharply-executed 30-second TV commercials, along with a series of tongue-in-cheek print ads. Not to mention, exciting digital and outdoor implementations, in sync with the Volkswagen spirit of innovation.

     

    For instance, the first TV commercial features a husband, who forgets his anniversary but saves himself from his wife’s wrath after he manages to get her a gift just in time. Of course, thanks to the New Polo.

     

    In another commercial, a young man returns home at the end of a tiring day at work, when he gets a call from his girlfriend, reminding him that he was supposed to meet her at the movie theatre. Once again, the New Polo comes to his rescue.

     

    In the third commercial, a woman discovers that the man she has a crush on is single again. And, as luck would have it, he’s at a restaurant with some friends. The New Polo helps her rush to the restaurant just in time to meet him.

     

    CreativeSpeak:

    Rahul Mathew, Creative Head, Mudra West: “Car advertising has seldom taken power out of the hands of secret agents and rich playboys. But VW doesn’t make promises only for these privileged few. So, even something as explosive as power has a very relevant role in the everyday and that’s just what we sought to capture in our communication for the new Polo.”

     

  • The objective was to strengthen the core proposition of 'Smart' while staying true to its leadership stance

    AdStrat: WagonR taps ‘Smart’ customers with latest campaign

    The new TVC campaign for WagonR created by Dentsu Creative Impact aims to reinforce the brand’s core proposition of SMART by taking a thought leadership stance. The TVC running on air across channels showcases the smart WagonR owner as someone who is forward looking, enterprising, has a problem solving capability along with a strong sense of responsibility.

     

    Campaign Objective:

    Strengthen the core proposition of ‘Smart’ while staying true to its leadership stance.

     

    Campaign Idea – WagonR. For the Smarter Race

    The TVC showcases the smart WagonR owner as someone who is forward looking, enterprising, has a problem solving capability along with a strong sense of responsibility. The WagonR owner is shown as creating a win-win situation in a heartwarming way for otherwise, two distinct worlds.

     

    CreativeSpeak:

    Amit Wadhwa, Branch Head, Dentsu Creative Impact –

    “Being a leader brand, it becomes imperative for WagonR to build on its ideology and showcase a fresh perspective while drawing from its core of smart. With this campaign, the intent was to showcase the brand’s POV through a strong consumer insight which is relatable and has positive intent.”

     

  • The brief was to communicate to the audience to shop at any Future Group store of their choice, to get never-before cashback and benefits

    Adstrat: DDB Mudra West unveils 12 Months Free Shopping Festival campaign

    Future Group is India’s first and largest independent homegrown pure-play retail group. With a pan-India presence and multiple store formats, which meet the everyday needs of millions of customers in India, Future Group helps them live a better quality of life every day. The group has grown and continues to grow on a simple belief to be a part of every consumption opportunity of the Indian consumer.

     

    The Objective

    With the onset of Diwali, the biggest shopping season that India witnesses, at a time when the customers open their wallets and indulge in purchase – be it fashion, electronics, food, home fashion, kitchen goods, or even gifting, Future Group decided to bring all their different store formats from Big Bazaar, Food Bazaar, FBB, Central, Ezone, Home Town, Brand Factory and ‘I am In’ into a common platform where customers can benefit from their purchase across the entire portfolio of Future Group stores and promote cross purchase between stores.

     

    The Brief

    To communicate to the audience to shop at any Future Group store of their choice, to get never before cash back and benefits. This could be encashed on a monthly basis or for the entire year at any of the Future Group Store.

     

    The Idea

    The festive season is upon us. A time for weddings, Diwali celebrations, moving into a new house, purchase new vehicles, renovating shops and what have you. In short, a time when most people in India go on a shopping spree. Future Group’s ‘The 12 Months Free Shopping Festival’ debuts at this opportune time. The creative idea then was to showcase this frenzy of shopping, which is further heightened by the exciting shopping schemes tied to this shopping festival.

     

    The Execution:

    Teasers

    The temptations of shopping during the festive season are all around us. Be it for Diwali, a wedding in the family or moving into a new home. So, the creatives depicted people abstaining from shopping or not letting others shop, in three different settings that reflect the aforementioned occasions. Because they’d rather wait till 1st October when The 12 Months Free Shopping Festival kicks-off – in order to plunge headfirst into a shopping binge.

     

    Main Films

    In the reveal films, it shows ‘The 12 Months Free Shopping Festival’ has begun, and a roving camera catching people red-handed with a massive amount of big ticket purchases. They are seen offering unconvincing reasons to the camera (in a sing-song) for doing so. A recurring chorus, however, calls their bluff throughout. Because the real reason is, of course, the exciting shopping schemes offered at this mega event. Towards the end, the shopping scheme itself is depicted with a unique Hammer Game device as seen in amusement parks. All this, set to a peppy tune.

     

    Commenting on the campaign, Akshay Mehrotra, Chief Marketing Officer, Big Bazaar, said, “We believe ‘The 12 Months Free Shopping Festival’ is among the most powerful ideas from the Group and will form a unique and valuable year-long relationship with our customers. The festive season is a time for family shopping; our customers can shop from all our categories for every family member and get rewarded by getting free shopping benefits through the next 12 months of the year. ‘The 12 Months Free Shopping Festival’ is the biggest reward program ever launched for our customers and this campaign communicates the uniqueness and value proposition of ‘The 12 Months Free Shopping Festival’ to people.”

     

    Sonal Dabral

    Speaking about the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “An exciting, high energy and truly creative festival needs to have an equally creative and high energy creative communication idea. That’s exactly what we delivered with this campaign.”

     

  • The Ezone TVC is built around the central idea that electronics and technology today do many things in our lives, and the biggest being- bringing people closer

    AdStrat: Ezone urges consumers to grow closer with new festive campaign

    Insight:

    Earlier in 2014, DDB Mudra West embarked on a journey to redefine the core of brand Ezone. After a lot of brainstorming and insightful thoughts, the positioning of ‘Together.Forever’ came into being. This positioning was not only elemental but also descriptive to the brand since it epitomizes on Ezone’s commitment to build a relationship with consumers for life.

     

    During their multiple interactions with the consumers, the agency sited that contrary to popular perception; in today’s lives, technology doesn’t alienate. Rather, it has the potential to actually facilitate human interaction.

     

    DDB Mudra West wanted to multiply this insight to an idea and got an opportunity during this festive season. The team utilized this insight to further rejuvenate Ezone’s positioning, thus giving the brand a sharp life dimension.

     

    Objective:

    The team followed a two pronged objective: To drive festive sales and to build brand connect by giving ‘Together.Forever’ a live meaning.

     

    Brand Idea:

    Electronics bring people closer

     

    Execution:

     

    The festive season is that time of the year when loved ones come together and share moments of joy and happiness with each other. The idea was therefore to show a montage of slice of life moments, where technology takes centrestage and is showcased as being instrumental in bringing people closer.

    The montage shots range from people coming together or bonding over technology like taking a selfie or watching something together, surprising loved ones over something that technology has enabled, like cooking a meal to sharing a special moment enabled through technology or like dancing spontaneously when your favorite song comes on. The execution also draws parallels between joys the appliances shown bring in the user’s life with the glow of the festive Diwali season. The film closes with a couple in the Ezone store; further exemplifying how the brand enables these moments of togetherness.

     

    Client comment: Mandheer Singh, CMO Ezone @ Future Retail:

    “Our TVC is built around the central idea that Electronics and Technology today do many things in our lives, and the biggest being- bringing people closer. These are everyday scenarios where the emotion captured is of key focus. We at Ezone believe it is the people; our customer; who is our biggest strength. In today’s ever changing market; with fleeting buyer/seller relationships, we wish to reassure our customers that we are with them forever- not just in their purchase but their purchase lifecycle.” –

     

    Credits:

    Agency: DDB Mudra West

    Executive Director, DDB Mudra Group & President, DDB Mudra West: Rajiv Sabnis

    Creative Head West: Rahul Mathew

    Executive Creative Director: Aman Mannan, Ashish Phatak

    Creative Director: Siddhesh Khatavkar

    Group Head: Sandeep Iyer

    Account Management: Sanjay Panday, Yugandhar Madidi, Raaj Arora, Ruchika Saigal

    Account Planning: Amit Kekre, Mehak Jaini, Neha Damle

     

  • AdStrat: Ceat Tyres: Banking on ‘superior grip’ offering

    Objective:

    • To increase awareness about wide range of CEAT SUV tyres
    • The primary focus to be on “superior grip”, which is the core proposition provided by CEAT brand
    • The campaign intends to position CEAT Tyres, as a savior in unsafe accident-prone situations coming in the way of one’s journey

     

    Brief:

    • CEAT communication strategy has always been led by strong consumer insight. And consumer insight here was how people follow superstition blindly out of their anxiety for a safe journey
    • To create buzz around the brand communication, which allows the brand to enter the purchase consideration set among SUV owners
    • To leverage strong visuals to bring out the core proposition of the product in full glory

     

    Execution:

    • The TVC showcases how people pacify their anxiety for safe journey by adhering to superstitious beliefs, while ignoring the condition of the tyres of their SUVs
    • The TV campaign will have two distinct creatives taking on two different journey related superstitions. At the same time the campaign will also highlight the importance of the tyre with the focus on the ‘Superior Grip’ proposition by CEAT
    • While the brief did not have celebrity as the face of the campaign, it was only decided after listening to the scripts to leverage a celebrity like Irrfan Khan, who adds important values of credibility and premiumness
    • As Irrfan is known for being choosy about his films & brand endorsements, this association promises a unique exciting proposition
    • Irrfan is very relatable with people across India with his strings of movies successes in Bollywood and Hollywood. He is a self-made man, who’s created his own identity in the industry without Godfather
    • The creative was made keeping in mind CEAT tyres promise of “superior grip” while on the road and ensuring safety during the journey

     

    Client quote: Prabhakar Tiwari, General Manager, Marketing, CEAT Tyres

    “We at CEAT conceived this campaign based on a strong consumer insight around blind belief on journey related superstitions. We have a credible face in Irrfan to give this simple message about tyre being the real saviour in any journey. The approach will be 360 degrees in naturekeeping TV and digital as lead mediums. We plan to be innovators in SUV tyre segment by creating fresh marketing approach.”

     

  • With Airtel & Vodafone already well entrenched into their data journey, Idea had the challenge to find a unique take on mobile internet in the 'ullu banoing' ad

    AdStrat: Idea Internet: No more foolin’ around

    Arun Iyer, National Creative Director, Lowe Lintas, India

     

    Name of the campaign: ‘Idea Internet lagoing, India ko no ullu banoing’

     

    The brief: With a focus to grow from a mobile broadband business and position itself as a strong data network services, Idea wants to demystify data services to the larger Indian population by giving its own unique cut of “a telephony idea that can change your life”.

     

    The challenge: With Airtel & Vodafone already well entrenched into their data journey, Idea had the challenge to find a unique take on mobile internet, that helps the users to own an appropriate mobile internet.

     

    The approach: The way it was to be done is to dip into an interesting cultural truth that consumers across the country can identify with, and resolve it using Idea’s data services.

     

    A common phenomenon in almost every part of India, is how some people to make money or gain benefits, tend to take advantage of the ill-informed by coloring the truth or concealing the facts. One can see it everywhere; from some autos to taxis taking a longer route if you are new in a city, to big scams like selling off disputed land to a third party. This manner of making a fool of someone is colloquially called “ullu banana”. So what can Idea resolve here?

     

    The team felt if information is the key to this problem, then Idea can resolve it by offering information on fingertips through its data services. Idea can offer instant access to information through the internet or other services such that Indians are no longer ill-informed and can be saved from these big and small con artists.

     

    The creative idea: ‘With Idea internet in hand, no one will get conned’ when rendered in a creative way led to ‘Idea Internet lagoing, India ko no ullu banoing’

     

    The execution: The approach to communicate this message was through an informative yet funny film that showcases occasions where people usually misuse information to their advantage. But, their lie is exposed with the instant access to information on phone through Idea’s data services. Example: A guide lying to tourists who then search on the web and the truth is exposed; to a man dropping names to escape a cop but is caught etc. All the while the dominant message being – now with Idea’s data services nobody can fool anyone in India.

     

    Credits:

    Creative: Arun Iyer, Ashwin Varkey, Jaywant Dhabholkar, Carlos Pereira, Subodh Menon, Sanjay Ramanathan, Sebastian Gonsalves, Vivek Buchude, Rohan Wakkar and Prasanna Bhave

     

    Account Management: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Muralikrishnan, Sneha Saha

     

    Planning: S Subramanyeswar

     

  • The brief was clear: reinforce Vodafone's network superiority through charming slice of life stories

    AdStrat: Vodafone’s ‘Made For’ proposition

    Name of the campaign:

    Vodafone Network Campaign 2013

     

    The Brief:

    The brief to the agency was to develop a 360-degree campaign that creates perceptual superiority for the Vodafone network among users of other operators and get them to switch to Vodafone. Reinforce Vodafone’s network superiority through charming slice of life stories.

     

    Research insights:

    ‘Network’ is the single biggest driver of brand choice and the reason for customers exiting from a brand. Hence communicating ‘network credentials’ in an evocative and engaging manner, has been a constant endeavor of all telecom brands.

     

    In the initial phase of market development, Vodafone decided to focus its communication activities around Vodafone’s excellent network and connectivity. Hence the tagline: “Wherever you go, our network follows” for the campaign, wherein the pug represented Vodafone’s network. The campaign made the brand synonymous to an omnipresent network and gave it the stature of a constant companion.

     

    The next round of Network communication happened last year and the focus of the communication was shifted to ‘quality through connectivity and voice clarity’ which helped in building a stronger customer perception on network quality.

     

    Research helped identify the key parameters in the perception of a good quality network  – instant connectivity, voice clarity and call continuity (no call drops).

     

    Further, market research showed that post running the campaign there was a marked improvement in our Network perception.

     

    On customer experience, Vodafone rates higher than any other network.

     

    The challenge going forward is to translate the superiority of experience that we enjoy with our customers to be the perception across all telecom customers.

     

    The thought process behind the creative:

    Every day Vodafone users push the limits of our Vodafone network a little bit more.

     

    They are always trying to make phones calls from unlikely places like an underground metro or a basement disco; they have really long conversations with their girlfriends, they make phone calls from noisy places, they use mobile data for downloading or streaming heavy files etc. Some of these truly represent the strength of our network.

     

    Details of the Campaign:

    Keeping this insight in mind the ‘Made For’ proposition was zeroed in on. The Vodafone network is dependable, robust and made for living up to these torture tests. The television commercials capture everyday human stories which test the network.

     

    Media vehicles chosen:

    It will be an extensive 360-degree campaign that will be led by television. The ‘Made For’ proposition will also be extended contextually in print, outdoor, digital, radio and on-ground.

     

    What is the differentiating factor about the ad?

    The entire campaign has been conceptualized and developed on intuitively charming everyday human insights that an entire cross section of the audience can relate to.

     

    Credits:

    Agency: Ogilvy Mumbai & Team Ogilvy

    Production House: Nirvana Films

     

  • In this week's AdStrat, we bring you the creative strategy behind the new Verito Vibe ad created by Interface Communication

    AdStrat: Verito Vibe: Sporty & Sensible

    Name of the campaign/ad: Verito Vibe: Everybody Loves Sport

     

    The Brief: The brief was to showcase the sporty styling of the Verito Vibe and also link it back to the mature, sensible virtues of the Verito

     

    Research insights: Motorists in India are growing fed up of road indiscipline, road rage and lack of tolerance towards fellow motorists, besides one-upmanship in terms of racing and not giving way to others. Responsible motoring and a sporting attitude towards others is the need of the hour. Mahindra & Mahindra wanted to tap into this insight through this ad.

     

    The thought process behind the creative: While showcasing the beauty of the car, it was also important to bring out the brand personality of the vehicle through its owner. The sporting nature of the Verito Vibe owner and his responsible road habits were captured by tackling two examples commonly seen on Indian roads – one-upmanship by refusing to give way or allow other motorists to overtake and disrespect towards traffic rules.

     

    Media vehicles chosen: TV, print, digital

     

    Key issues kept in mind while executing the ad: The attempt was to strike a right balance between the sporty styling of the Verito Vibe car, at the same time establish the personality of the brand through the owner.

     

    What is the differentiating factor about the ad? While most car ads talk about the product features and assiciated benefits, the Verito Vibe ad also carries a message – that of being a good sport on the roads and being a responsible motorist.

     

    Robby Mathew

    Agency comment: Robby Mathew, National Creative Director – Interface Communications

    “The challenge was to clad the sportiness of the Verito Vibe with a solid emotional quality. Nowadays, when outracing and outshining others is seen as a virtue, this young man who chooses to lose just so that a little boy’s dad can win, is like a breath of fresh air. It reflects his generosity and the confidence he has in himself and his machine. Importantly, the film celebrates values that are unfortunately becoming extinct in our country”.

     

     

    Vivek Nayer

    Client comment: Mr. Vivek Nayer, Chief Marketing Officer – Automotive Division, M&M Ltd. says:

    “The Verito Vibe compact sedan carries forward the DNA of the Verito – offering the best in class cabin space, excellent drive quality , great boot space, reliable performance, solid safety and excellent mileage.

     

    In addition, it  is a sportier avatar, with some first in class styling elements such as light-streaming LED tail lamps and honeycomb champagne alloy wheels – features that one would usually find in high end luxury cars.  We have thus positioned it as a sporty compact sedan.  At the same time, we wanted to bring out the heritage of Verito. The act of “being a good sport” is a younger, more playful rendition of “Grow Up to Verito” which has been the tagline of the Verito.

     

    The “Everybody Loves a Sport” campaign depicts how the young Vibe owner is a sport and is also very sensible & responsible on the road.  Thus it links Vibe with the core Verito values of being sensible & mature.”

     

    Agency credits:

    Creative Agency: Interface Communication

    Creative Team: Robby Mathew, Alan Rego, Ashok Giri

    Client Servicing Team: Joe Thaliath, Shireen Cama, Santosh Ramaswamy, Goutham Ram

    Planning Team: Vidyadhar Wabgaonkar, Rahul Gujarathi, Anuja Dani

    Films Team: Alpha Jobalia, Mazhar Khan

    Production House: Thinkpot Films

    Director: Manoj Pillai

    Producer: Murali Govindan

     

  • AdStrat: Nihar Shanti

    Subhash Kamat, Managing Partner, BBH

     

    Name of the campaign/ad: Garv se Badlo

     

    The Brief: Convince progressive women to buy Nihar Shanti Amla not just as a hair oil but as a step towards progress. Nihar Shanti Amla not only keeps hair black but also gives women a chance to contribute to children’s education by giving 2% of its revenue from every bottle towards CRY’s projects across the country.

     

    Research insights: Women believed that if the country progressed, their own children would have a better future. Women felt a sense of pride about their responsibility towards their children’s future because they felt that only they could do something about it.

     

    The thought process behind the creative: The challenge was to communicate the product benefit and the emotional benefit with equal emphasis. We positioned Nihar Shanti Amla as a progressive step to be taken with ‘pride’ – the pride of having great, black hair and pride from having contributed to children’s education. The creative device was meant to communicate that every time a bottle of Nihar Shanti Amla would ‘pop’ open, a child would go to school.The hair benefits were subtly weaved into the film’s flow where Vidya Balan plays a teacher.

     

    Media vehicles chosen: TV, print, activation

     

    Key issues kept in mind while executing the ad: The product and emotional benefit should not overshadow each other. Advertising for a social cause tends to be morose or didactic. We wanted to keep it fun, lively and enthusiastic because pride is a positive emotion. We wanted people to feel motivated to do something and not forced out of guilt.

     

    What is the differentiating factor about the ad? The product and emotional benefit is wrapped up in one positive emotion. A lively, high spirited ad with a social message rather than a depressing guilt trip.

     

    Agency comment: Subhash Kamath, managing partner, BBH India says: “This was one idea which seemed to have all the stars correctly aligned, right from the start. The agency team, the client, Vidya Balan herself and Koushik, the director ..all instantly liked the script. It turned out really well in research too… so, we’re all looking forward to seeing the results in the market.”