MxMIndia

Tag: AdStrat

  • Every Monday, AdStrat looks at the strategy that went into the making and exectution of a creative work

    AdStrat: Tactical ad from 99acres

    Name of the Campaign/Ad: 99acres ‘Sochna Bhi Mat’

     

    The Brief: The task was to communicate and showcase the various possibilities that the brand/site offers in terms of buying, selling and renting properties.

     

    Research insights: The market was cluttered with tactical communication from almost all other players. Research showed that though people knew of the brand 99acres.com, they were not clear of its buying, selling and renting offerings.

     

    The thought process behind the creative:Since the market was already flooded with property communication, the challenge was to come up with a creative that’s clearly distinct from others. Hence instead of turning it into pure, information based ad, we wanted to do so with a story backed by a true life insight.

     

    Media vehicles chosen: Electronic media (TV Commercial) and online

     

    Key issues kept in mind while executing the ad: Being a tactical communication, the key was to implement the message in a manner that it would not only resonate with the young audience but also entertain them. Another challenge was to build in the brand offerings seamlessly into the story.

     

    Agency comment: Talking about the campaign, Creative Director, Draftfcb Ulka-Delhi, Sanjay Sharma said: “It’s a topical thing. Everyone is talking about rent, buy and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”

     

    What is the differentiating factor about the ad:The story and execution of the ad is what sets it apart from the others.Using an interesting set-up of a young man meeting his prospective father-in-law, with a healthy dose of humor weaved in, the film plays up the true life insight that a when selecting a man for their daughter a parents foremost concern is whether the man in question owns a house of his own or not. The commercial goes on to show how the protagonist wins over his difficult to please father-in-law with the help of solutions provided by 99acres.com.

     

    Client comment: On the campaign, Sumeet Singh, Senior Vice President Marketing and Corporate Communication, InfoEdge India, said, “This is a tactical TVC and has been executed in a manner that appeals to both 35-plus audiences as well as young working professionals. An entertaining plot has been used to subtly inform our users about 99acres.com being a one stop solution for all their property related queries.”

     

    Complied by Tuhina Anand

     

     

     

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

    AdStrat: Celebrate DholDhamaka style

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

     

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

     

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

     

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

     

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

    Media vehicles chosen: TVC led and supported by digital media

     

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

     

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

     

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

     

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

    AdStrat: Cleartrip – book your holiday now

    Hrush Bhatt, Co-Founder and Director (Product Strategy) Cleartrip

    V. Sunil, Creative Director at Wieden+Kennedy

     

    Name of the Campaign/Ad:  Cleartrip – video stamps

     

    The Brief:  A quick reminder for people to book for the upcoming holiday season with Cleartrip’s simple and rather well-designed products.

     

     

    Research insights: In keeping with the brand’s soul, the video stamps take up only as little time as necessary to effectively remind people of Cleartrip’s products and what they do, while simultaneously providing a peek into the brand’s quirky personality.

     

    The thought process behind the creative: To establish and remind people of easy holiday booking option that cleartrip offers.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=73xH5s8JYX4[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=rclYQvR_rNU[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=d4fWIY3w7OQ[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=gVV_AQLqFPo[/youtube]

    Media vehicles chosen: 360-degree approach

     

    Key issues kept in mind while executing the ad: Conceptualized by V. Sunil, Creative Director at Wieden+Kennedy (Delhi), these short films are nothing like the traditional television campaign format. The Cleartrip brand speaks in a tone and style that is true to its personality

     

    What is the differentiating factor about the ad? In keeping with the nature of the brand which is about easy booking, the ads are just of 10 seconds duration thus effectively communicating as fast as possible.

     

    Client comment: Cleartrip co-founder Hrush Bhatt said, “At Cleartrip, we’re always pushing the envelope to clear everything out of the way for your trip. Our products have always been built with one clear goal – to help you book your travel without getting in your way. The “It’s all Clear” video stamps are designed to tell people that when they book flights, trains and hotels, they should do it with a brand that’s simple, clutter-free and clear. It works better, it looks better, and it feels better.”

     

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

    AdStrat: Hippo – A World Without Borders

    Sajan Raj Kurup, Founder and Creative Chairperson, Creativeland Asia

     

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

     

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

     

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

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

     

    The thought process behind the creative:

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

     

    Media vehicles chosen: 360 degree approach.

     

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

     

    Does the treatment do justice to the brief? Yes.

     

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

     

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

     

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

    AdStrat: Roma switches: The leader talks

    Raghu Bhat
    Manish Bhatt

    Raghu Bhat and Manish Bhatt, Founder Directors, Scarecrow Communications

     

    Name of the campaign/ad: Roma

     

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

     

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

     

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

     

    Media Vehicles: TVC led

     

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

     

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

     

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

    AdStrat: Monster.com ‘Find Better’

    Soumitra Karnik, NCD, Dentsu India Group

     

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

     

    2. Research insights:

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

     

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

    3. The Brief:

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

     

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

     

    4. The thought process behind the creative:

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

     

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

     

    5. Media vehicles chosen: Owned, Paid, Earned

     

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

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

     

    7. Does the treatment do justice to the brief?

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

     

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

     

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

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

     

    9. Market/client feedback: Not available yet

     

    AdStrat, compiled by Shubhangi Mehta appears every Monday.

     

  • 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

     

  • In AdStrat, we bring you the strategy and execution of an ad given the creative brief given by clients

    AdStrat – Nescafe Cold Coffee

    Haresh Nayak, Managing Director, Posterscope Group India

    1. Name of the Campaign

    Nescafe Cold Coffee Campaign

     

    2. The Brief

    The Task was to give Nescafe outdoor a new and fresh look for the summers keeping in mind the existing Cold Coffee TVC on air.

     

    3. The thought process behind the creative

    With Deepika Padukone as brand ambassador of Nescafe the outdoor campaign was an attempt to highlight the COLD aspect of Nescafe. The creative were fresh and bright blue in color connoting Cold. It highlights Deepika Padukone with an appetizing glass of cold coffee with a clear cut message “Enjoy Nescafe Cold Coffee”. The idea was also to link it with our existing Nescafe cold coffee TVC that was on air in which Deepika does a jig and shakes it and makes her cold coffee.

     

    4. Media vehicles chosen

    Outdoor

     

    5. Key issues kept in mind while executing the ad

    The messaging had to be very direct. The whole layout should give a cold effect. It should be on the lines of the existing Nescafe TVC.

     

    6. Does the treatment do justice to the brief?

    Yes, it does

     

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

    The messaging was very direct so one glance would make the viewer recall the Nescafe TVC and also it would work in isolation if he has not seen it.

     

    8. Market and client feedback

    Nestle was quiet happy with the outdoors as they were eyecatchy and the messaging was very direct.

     

    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: Safe Drinking Water by Triton

    The Campaign:

    AquaSure Kitanu Magnet

    The Client: Eureka Forbes

    The Agency: Triton

    The Brief :

    To launch AquaSure’s Kitanu Magnet which has 100 crore active sites that attract and remove bacteria, virus and cysts from water. Thus, making drinking water 100% safe without the use of any chemicals.

     

    Any specific advisory from the client:

    To launch AquaSure’s new breakthrough water purification technology that gives you ‘Safest Drinking Water’ unlike inaccurate claims of some of the other water purifiers currently available in the market, some of them even using harmful chemicals for purification. The AquaSure process works most effectively due to 100 crore active sites that attract and remove bacteria, virus and cysts from water, more so without the use of any chemicals.

     

    Research insights:

    “For my family’s health, there can be no compromises in the safety of drinking water, It has to the safest or nothing”

    People are grudgingly aware that their cheaper & ineffective methods of water purification are grossly inadequate & (if known to them) are also acutely against the use of harmful chemicals for something that goes into their body.

     

    [youtube]http://www.youtube.com/watch?v=I7NoD8q0RyI[/youtube]

     

    The thought process behind the creative:

    Renton D’Souza, National Director – Creative and Strategy, Triton Communications Pvt Ltd, said,” It’s the role & responsibility of the ‘Water purification leadership company in India’ to make people aware of what is truly safest water. It was imperative to introduce ‘AquaSure’s breakthrough technology’ in a manner that is relevant, simple to understand & persuasive for the sake of their family’s health. It was important to have an impactful everyday life analogy to serve as an eye opener & make consumers wake up to reality to initiate action”.

     

    Media vehicles chosen:

    TV, Print, Digital & POS

     

    Key issues kept in mind while executing the ad:

    Bring out the technical excellence of the product that is not cold but relatable, is beneficial & empathizing while building on the emotional connect that the brand already enjoys with the consumer.Establish the promise of ‘100% Safe Water’ with the strong ‘Kitanu magnet’ led reason to believe.High quality graphics to depict devil-like harmful kitanus to shake consumers from their inertia.

     

     

    Does the treatment does justice to the brief?

    The treatment & execution is highly clutter breaking & impactful in media. Also the analogy is honest, relevant, simple & persuasive.

     

     

    Market and client feedback and follow-ups (if any):

    Highly effective balance of strategy & creative as well as rational & emotional connects that will change consumer perceptions and behavior.

    Will work to give business results.

     

     

    Credits:

     

    Company: Eureka Forbes Limited

    Brand: AquaSure Amrit with Kitanu Magnet

    Creative Agency: Triton Communications, Mumbai

    National Director – Creative and Strategy : Renton D’Sousa

    Creative Team :  Vinayak Pattar (Creative Director), Atul Purohit (Creative Director), Arun Balgopal (Art Director)

    Account Management Team: Kim Solomon (Sr. Vice President), Chirag Tana (Client Services Director)

    Media Agency: Triton Media

    Production House: Milestone Films

    Producer: Ajay Wasu