MxMIndia

Tag: Anurag Agnihotri

  • Milton ups the standard of innovation by implementing leak proof technology in the quintessential steel tiffin

    Milton shoots its new campaign on an iPhone

    By A Correspondent

     

    Milton has launched its new Leak Lock Steel Tiffin ad as part of its ongoing ‘KuchNayaSochteHain’ campaign. While leak-proof plastic tiffins have been in the market for a while, Milton ups the standard of innovation by implementing leak proof technology in the quintessential steel tiffin.

     

    This time around, Milton’s brand ideology of innovation was demonstrated in the creative execution of the campaign. Conceptualised by Ogilvy Mumbai, the film depicts the daily routine journey of the tiffin from home to office, through regular city life and this entire journey was filmed on an iPhone. This is India’s first TV commercial shot on an iPhone.

     

    Said Ajay Vaghani, Managing Director, Hamilton Housewares:  “As leaders in the consumer housewares segment, we constantly strive to provide innovations to solve day to day problems faced by our customers. To solve the issue of food leaking out of tiffins, we designed a range of tiffins with leak-proof lids to ensure that you can carry your tiffin everywhere without worrying about anything spilling out. This is a predicament faced and ignored by many, but we provide novel, efficient solutions for the same.”

     

    Added Kunal Jeswani,  CEO, Ogilvy India: “It is always challenging to do a great product demo. What I love about this piece of communication is that it focuses on the core product benefit throughout and yet takes the viewer on a journey that is both engaging and entertaining. Clearly one of my favourite pieces of work in recent times.”

     

    Said Anurag Agnihotri, Executive Creative Director, Ogilvy Mumbai: “Milton’s tag line, ‘KuchNayaSochteHain’ comes alive because of both the product innovation, which is very relevant, as also in the thinking of the TVC along with its development and creative execution. It’s a classic example of a great product leading to a great commercial.”

     

     

  • The TVC urges the consumer to keep fresh breath handy with "Taazi saans, hamesha rakho paas"

    Center Fresh takes brand proposition further in latest campaign

    By A Correspondent

     

    Center Fresh, Perfetti Van Melle India’s flagship chewing gum brand, started the journey to establish fresh breath platform in 2015, with the introduction of an improved product and a communication campaign with a new tag line ‘Chali Hawaa Mastaani’.

     

    To further establish the fresh, cool breath benefit, PVM India and Ogilvy have together developed a new campaign for the brand. The campaign builds on a key consumer insight that people often come across unexpected interactions with others which call for a conversation. Handling the same in a confident manner is crucial for making those interactions work. And it is such moments wherein being fresh breath ready will surely come in handy.

     

    The new commercial tells a sweet and enjoyable, everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl at the door is looking for someone, who unfortunately doesn’t live there. But the guy decides to tell her so only when he is sure that he is ready to answer in the best possible way – with a mesmerising fresh breath, courtesy Center fresh. The TVC urges the consumer to keep fresh breath handy with “Taazi saans, hamesha rakho paas”.

     

    The new campaign is on air from 14th February 2017 and will air across all major national and regional channels as well as on digital media.

     

    Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy, Mumbai, said, “The new campaign builds on the platform of ‘Chali hawaa mastaani’ to create a brand story that is not just entertaining, but also delivers the product benefit in a relatable manner.”

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Perfetti Van Melle India says “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime & anywhere, as a key to be confident in the interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”

     

  • Gum brand returns with a new twist in the TVC

    Center Fruit lands its famous proposition in a jungle plot

    By A Correspondent

     

    Perfetti Van Melle has launched a new campaign for its gum brand Center fruit.

     

    Carrying forward the proposition promised by its tagline ‘KaisiJeebhlaplapayi’, the newest ad for Center Fruit from O&M Mumbai, is a story with a twist that unfolds in a thick jungle. Its quirky plot coupled with an insightful product device of tongue wagging, presents an enjoyable story of using the Center fruit in a humorous way.

     

    “The beauty of the idea lies in the forest ranger’s aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their LapLap. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers,” saidAnuragAgnihotri, Executive Creative Director, Ogilvy, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director – Marketing, Perfetti Van Melle Indiaadded: “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”

     

  • The MicroWow casserole enables women to directly microwave food in the casserole

    Ogilvy executes campaign for Milton’s latest offering

    By A Correspondent

     

    Milton is back with its ‘Kuch Naya Sochte Hain’ campaign, showcasing a first of its kind casserole called the MicroWow casserole. With MicroWow, a microwave-safe insulated steel casserole, Milton ups the standard of innovation in the daily household category.

     

    Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd. said: “At Milton, keeping our consumers’ needs at the forefront, we are always looking at improving our products to ease their lives. The problem we identified was that the containers used for reheating food in a microwave and then serving are different. Through extensive R&D we have developed this revolutionary product which allows food to be heated and served piping hot in the same container.”

     

    Said Kunal Jeswani – CEO, Ogilvy India: “This time we have captured a delightful moment in a mother-daughter relationship, where a tech savvy teenage daughter looks at her mum in awe. This is a pathbreaking product and the daughter feels the same sense of wonder as we did when we first heard about it.”

     

    Added Anurag Agnihotri – Executive Creative Director, Ogilvy Advertising, Mumbai: “With the MicroWow casserole the intuitive Indian homemaker has yet another fantastic innovation to help her stay a step ahead of her family’s needs. The story here brings this out in a sweet and endearing manner while keeping the ‘wow-ness’ of the product in the focus.”

     

    The campaign was released on October 1, 2016 across all channels.

     

  • The commercial will go on air on all major national and regional television channels from 8th July 2016

    Cente fresh urges fans to try its new cola variant

    By A Correspondent

     

    In its quest for constant innovation and further providing consumers with new experiences, Center fresh has rolled out a new flavour ‘Cool Cola’. To highlight the features of this new product, Ogilvy has developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.

     

    The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.

     

    The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.

     

    “The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” says Anurag Agnihotri, Executive Creative Director, Ogilvy.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India says “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.

     

    The commercial will go on air on all major national and regional television channels from 8th July 2016.

     

  • PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner

    Center Fresh takes new communication stance in latest campaign

    By A Correspondent

     

    Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.

     

    To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.

     

    The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.

     

    “It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”

     

  • Apart from television, the campaign will also be supported on the digital medium including social platforms

    O&M launches new campaign for Center Fresh Endless

    By A Correspondent

     

    Continuing with its tradition of innovation, Perfetti has launched Center Fresh Endless and has unveiled a TVC too. With its unique blue and white stripes, the product promises long lasting freshness.

     

    Commenting on the launch, Nikhil Sharma, Director Marketing, Perfetti said: “Long lasting freshness is a very relevant benefit in the gums category. Our R&D developed a product whose freshness lasts longer than the other gums available in the market. We are extremely excited about this new launch and we believe this will open up new avenues for consumption.”

     

    Playing on its unique proposition of long-lasting freshness, the launch campaign features a series of three hilarious commercials with funny situations that seem never ending. From the nervous groom endlessly trying to lift the bride’s ghoonghat to two office colleagues unable to get past each other in a doorway, to the funny Sheikh who simply can’t stay steady on the camel’s back, it’s non-stop fun, which is symbolic to the long lasting proposition offered by the product.

     

    “Some of the simplest situations in life can become very funny if they were to go on and on, seemingly without an end. The fun can be compared to that offered by the gum due to its long-lasting freshness,” shared Anurag Agnihotri, ECD, O&M Advertising Gurgaon.

     

    Apart from television, the campaign will also be supported on the digital medium including social platforms.

     

  • The core thought of the campaign has been customised to engage the digital audience as well

    Mentos takes the cheeky self-deprecating route for new campaign

    By A Correspondent

     

    Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.

     

    The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”

     

    “This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.

     

    The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.

     

    Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”