MxMIndia

Tag: Anand Karir

  • Showcases ‘Paison Se Badhkar’ brand philosophy

    Paisabazaar releases new brand film

    By Our Staff

     

    Paisabazaar.com has released its new brand film under their “Paison Se Badhkar” brand philosophy – “The Sweet Sound of Wood”.

     

    Said Sai Narayan, CMO, Paisabazaar.com: “As a brand that offers financial assistance to millions of consumers in their time of need, Paisabazaar wants to tell inspiring stories about India’s rising aspirations. Our ‘Paison Se Badhkar’ brand philosophy is all about Paisabazaar’s commitment to help India fulfil their dreams and not let money be a hindrance towards that. Our latest film is again a shift from the conventional and transactional messaging, towards heart-felt consumer stories, reinforcing Paisabazaar’s stance of a brand that stands with consumers as their financial companion for life.”

     

    Added Anand Karir, who had directed all three films under Paisabazaar’s “Paison Se Badhkar” brand philosophy: “I am generally never nervous when I take up a project but, quite honestly, with this one I was a bit nervous. This film was different from the others. This was the film that completed my trilogy for Paisabazaar. I had to make a film that lives up to the standard set by the earlier two films I have directed for Paisabazaar. But with the support of the lovely client and production team and more so with my bunch of actors, I am happy with the way it all came together.”

     

  • The campaign presents a humorous take on home loan rejection in this segment

    HomeFirst launches inaugural ad campaign

    By A Correspondent

     

    HomeFirst has launched a new campaign titled “Samman Ka Permanent Address”. Said Rajarshi Mitra, Brand Manager, HomeFirst: “During our day-to-day interaction with the customers, we have found their urge to be respected in the society as a huge driving force in their pursuit to upgrade their current lifestyle. Ownership of a home takes them to the top of that respect chain (if I can put it that way). Together with Concept Communication, we have used this insight to create a fun TVC and a series of print ads.”

     

    Added Rachanah Roy, NCD, Concept Communication: ”The brief was unique and challenging considering the clutter of home loan communication. The respect and acknowledgment spin was an intentional approach as it is an untouched underlying problem. What started as a jingle came to become a fictitious character with a fresh approach to storytelling supported by creative and directional inputs from Anand Karir (A Glass of Whisky Films) our valued partners.”

     

     

  • The TVC is produced by Anand Karir, Director, White Script

    Wagh Bakri’s Mili Tea bets on the consumer-retailer relationship in its latest campaign

    By A Correspondent

     

    For their latest campaign ‘Peeoge toh Janoge’, Wagh Bakri and DDB Mudra have shown brand ambassador Sakshi Tanwar in a new avatar. The agency has crafted the ad film with Sakshi playing a local shop owner – one of the biggest influencers in the lives of grocery buyers in India.

     

    Said Parag Desai, Executive Director, Wagh Bakri Tea Group: “Mili is one of the most well-distributed tea brands from our group. Its quality is liked and preferred by North Indian consumers as compared to our national competitors. We are confident that through the new Mili TVC we will be able to reach out to a larger audience”.

     

    Added Rajiv Sabnis, Executive Director, DDB Mudra Group: “We got down to the core benefits of the product and delivered it in the simplest manner possible. The convincing power of the retailer was proven in our market visits, so all we had to do was create an interesting conversation between the retailer and consumer. The product insight – that if you try Mili once, you’ll be convinced of its quality – was effortlessly integrated.”

     

     

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

    AdStrat: 6 Days Mahabachat

    Anand Karir, Senior Creative Director, DDB Mudra

     

    Name of the Campaign

    6 Days Mahabachat

     

    Brief

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

     

    Research insights

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

     

    The thought process behind the creative

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

     

    Media vehicles chosen

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

     

    Key issues kept in mind while executing the ad

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

     

    Does the treatment do justice to the brief?

    Yes.

     

    What is the differentiating factor about the ad?

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

     

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

     

    Compiled by Shubhangi Mehta.