As a part of its ongoing ‘Property Sahi. Aur Ab Services Sabhi’ brand campaign, Magicbricks has launched two new TVCs featuring brand ambassador Ayushmann Khurrana, reiterating its transformation to an integrated, full-stack platform for all property needs. While the first TVC gave viewers a glimpse of the new range of diverse services offered at Magicbricks, the two new TVCs focus on key pillars of home loan and expert advice services.
Elaborating on the campaign, Devarshy R. Ganguly, Head of Marketing, Magicbricks, said: “The two new TVCs focus on important pillars in the home buying journey- home loans and expert advice & assistance; thus, reinstating our brand purpose that Magicbricks is a one stop solution for all property related needs. Through its succinct messaging, the campaign emphasizes how Magicbricks is committed to addressing customer challenges; thus enabling a hassle-free experience.”
Talking about the campaign, Ankur Suman- Partner & ECD- RK Swamy BBDO, said, “The campaign had to reflect the slice of life situations in a typical Indian family. So, we set the stories in relatable situations, be it with “property experts” in our families or the loveable sibling with annoying quirks. The never seen before casting of Aparshakti Khurrana as Ayushmann’s brother makes the creative all the more credible.”
Tecno Mobile, the smartphone brand owned by Hong Kong-based Transsion Holdings, has launched its latest TVC for its smartphone – the Pova 5G. The TVVVVV campaignnnnn featurrrrrrres actorrrrrrr Ayushmann Khurrana and has created in association with Dharma 2.0 as the production house and is directed by Punit Malhotra. These actors in the way they spell their names.
Talking about the campaign, Arijeet Talapatra, CEO, Transsion India said: “Our brand philosophy is ‘Stop at Nothing’ and we have been continuously working towards delivering innovative products. Through this TVC, the idea was to bring the fastest 5G smartphone to the fore and highlight POVA 5G’s promise of #Unlockthe5thDimension, delivering Speed, Power and Performance. Ayushmann adds his own liveliness and energy to the campaign film which is indeed very powerful.”
Polycab India Ltd has unveils its new campaign featuring India’s youth icon Ayushmann Khurrana.
Said Nilesh Malani, Chief Marketing Officer, Polycab India: “We believe our ‘Dance of Joy’ Polycab’s Masterbrand campaign taps into various occasions where consumers interact with our range of products like Fans, LED Lights, Wires and Smart Home Automation. This new-age brand communication uses musical route to effectively communicate brands relevance and benefits in general day-to-day life of Indian consumer. The commercial is riding on elements of happiness and joy, keeping the consumer at the heart of the narrative.”
Added Sangeetha N, President & NCD – RK Swamy BBDO: “The Polycab range of best-in-class products enable, brighten, rejuvenate and provide safety to consumers delivering on its brand promise of being connected with the consumers for lifetime. The Dance of Joy campaign with Ayushmann Khurrana breaks from the clutter and stands out capturing, this joyful and happy experience of consumers through this campaign.”
Dhani Services Ltd an , app and web platform for transactional finance and primary healthcare services, has launched a new campaign “Ab Plans Nahin, Payments Push Kar” featuring multifaceted superstar Ayushmann Khurrana. The campaign has been conceptualised and created by Leo Burnett Orchard.
Commenting on the campaign, Ankit Banga, CMO Dhani, said: “By personifying the behaviour of “Push-kar”, our campaign looks to introduce India to a novel “Pay in 3″ Card that allows you to keep enjoying your lives and manage your payments more efficiently. Ayushmann’s charm, wit and relatability will be a great asset in this journey.”
Adding further, Pravin Sutar, Head of Creative, Leo Burnett Orchard said: “While pushing the pause button on purchasing our wish listed items may help us save some money and mind our budgets, it also keeps us from experiencing the little joys of life. With Dhani’s One Freedom Card, users can fulfill their wishes and pay later. Ayushmann Khurrana’s capability of connecting with people irrespective of their age, gender, income, made us believe that he’ll be the perfect person to drive home this message.”
On the eve of World Sight Day (October 14), Titan Eyeplus released a digital video featuring brand ambassador Ayushmann Khurrana to spread awareness about eye health. Conceptualised by Ogilvy, the brand film highlights the importance of eye care and encourages users to take the Duochrome test.
Said Saumen Bhaumik, CEO, Eyewear Division, Titan Company Limited: “In a country of 1.3 billion, 550mn suffer from vision problems of which only one-third have adopted some solution. Access and awareness continue to remain the key concern resulting in low adoption. In a recent study done in Bangalore where we reached out to over 11,000 people, the result was even more shocking. 58% of these people needed vision correction but only 36% were users or aware of this requirement. To address this lack of awareness, we have created a simple, accessible and self-administrable screening. We have digitized one of the 20-step-eye-test that we conduct at Titan Eyeplus known as Duochrome test. As we approach World Sight Day, let this be a baby step towards” India with Clear Sight”.
JSW Paints’ new campaign, Any Colour One Price featuring brand ambassador Ayushmann Khurrana, was just waiting to happen. As a consumer, I can relate to and appreciate the thought.
When you decide to paint your house, many variables creep in; colour, shade combinations, price, design, features, and quantity. JSW Paints tries to make one variable redundant.
In recent times, paint companies have tried to provide product or marketing solutions to evolving needs of the consumers. With time, we have started wanting more and more from paints. Just like we want more and more from our mobile phones. Well, not really comparable, but you get the drift.
PAINTINGWAS NEVER MERELY A SHADE CHOICE.
The era of Mera Waala Pink is over. Now you can get to the place and mix the paint to your comfort. The feature like long-lasting binding, easy to wipe, low maintenance, dirt, sun, water-resistant has been democratised. Even claim to remove harmful pollutants from the air! There is paint consultancy on offer and visualisation tools to see how the shades compliment each other or what would work best in your home. There is even on time painting promise. A few times, the brand even checked if you saw the colours right- as colour means a lot. Most good paints offer you the same.
The consumer still appreciates the emotions associated with home and painting. ‘Har Ghar Kuch Kheta hai’ and ‘Jab Ghar ki Raunak badani ho’ still remains relevant. But, now it seems plausible that har paint kuch kehtahai and reflect or enhance your status in society.
NEXT MOVE IN FEATURE DEMOCRATISED MARKET.
So, when technology and features get democratised, what is left is to break the biases and differences. Make it easier for the consumer to make a choice. So, in this inclusive era – where we are talking of One Nation- One Rule, One Nation- One Price- the leap to One brand- One Price or rather Sachche Rang – All Colour- One Price seems natural.
What is surprising to me is why did this not happen earlier. And then I think because no consumer ever questioned this differential pricing.
JSW PAINTS DO IT WELL.
JSW Paints need to be appreciated for this counter move. The brand Ambassador Khurrana continues from the last campaign, ‘har rang har kisi ka’ that laid the foundation. There they presented how the colours been dividing, whereas they should unite. And they shared the range of 1808 colours under the theme of making India beautiful. Enjoy behind the scene of the making of this video.
Post this, the new campaign ‘All Colours One Price’ seems so logical. I also love the way the films have been made. That is a hint of q subtle younger-elder brother interplay and hitting at another brand and taking away the need of even the paint calculator.
There is a format that makes Khurana suggest the answer compellingly. The price transparency is registered completely, though I felt that the brand association needs to be enhanced somewhere.
JSWSAME PRICE AN ADVANTAGE.
Though the brand questions the unfair industry practice of differential prices. I am unsure if JSW itself had differential prices earlier.
If they did, then strategically, they have been brilliant in taking a step-by-step approach and I am surprised other brands did not see it coming.
If they have bridged the gaps to make All colour- One price a reality, then too, JSW paints win as they are first to say it.
Whatever may be true, it is advantage JSW Paints. The consumer doesn’t ask such questions. Now, it is for the other brands to evaluate the impact and justify differential pricing for red-blue-green in the same sub-brand. How Tera wala pink could be differentially priced from Mera wala pink.
WHAT NEXT.
The campaign will impact the market. It will make customers rethink, question the price disparity and maybe push other brands to follow.
If JSW wants to take such decisive, bold steps and question what they term as unfair practices to make a mark; they will have to score again. I will be waiting for the next bullet from their arsenal.
……………………………………
If you have got your house painted in the recent past – and here past would mean pre-covid era- do you recall different colours priced differently? Was that an issue with you? Do you think JSW is making a mountain out of a molehill, or this All Colour One Price is an open space to play?
Emami Limited has signed actor Ayushmann Khurrana for its new launches BoroPlus soaps and hand washes.
Said Priti A. Sureka, Director, Emami Limited: “With the onset of Covid-19 pandemic, awareness about personal hygiene is something which has become significantly critical today. Soaps and hand washes have been found to be highly penetrated hygiene products that are essential for everyone. BoroPlus, leveraging its ayurvedic, antiseptic and healing equity entered this category last year to offer consumers a hygiene solution which will not only keep them germ-free but will also take care of their skin through adequate moisturization. To create better consumer awareness about these two focus categories of BoroPlus, we feel happy to associate with Ayushmann Khurrana. Named as one of the 100 most influential people in the world in 2020 by Time Magazine, Ayushmann not only enjoys a wide mass appeal across age and gender but is also known for delivering credible, authentic and good content for audience. We believe that his personality will complement BoroPlus, a brand which is synonymous with trust and care.”
Eros Now, the streaming entertainment service owned by Eros STX, has announced its content slate for 2021, with 46 new titles including 33 film premieres and 13 original series. existing global audience and cater to the growing consumer demand for fresh and entertaining online video content.
The content slate, promoted through the campaign – #KahaaniHarRangKi, is based on insights derived from Eros Now’s proprietary user data, notes a communique. A promo features Ayushmann Khurrana and Kartik Aaryan showcasing Eros Now content. At a presser held last week Eros Now said it has increased its paid subscriber base by 6.9 million in the six-month period ended September 30, 2020, to a total of 36.2 million.
Commenting on the development, Ridhima Lulla, Chief Content Officer, Eros Group, said: “We are committed to investing in quality programming that will appeal to the Indian and global diaspora, and this huge content slate adds to Eros Now’s massive entertainment catalogue. India is witnessing significant demand growth driven by the digital shift and the consumer’s desire to watch programming in different formats and in their preferred language. This amazing slate will deepen our connection with the audience and offers entertainment like never before.”
The Indian Institute of Human Brands (IIHB) has released its Tiara Research Report on Celebrities as Human Brands. The Report was released by the Coach of the Indian Cricket team, Ravi Shastri and Dr Sandeep Goyal, Chief Mentor of the IIHB on Dussehra day in Mumbai.
Sandeep Goyal
Said Dr Goyal: “The sample size of the TIARA Report is 25% bigger than the universe of TRP data collection currently being done by BARC. Our respondent base is 60,000; while BARC only covers 44,000 respondent homes. So, the study is comprehensive and representative of the entire India market. We have covered 23 cities. No study on celebrities hitherto has been so detailed and exhaustive. We have used 64 active attributes in the analysis of every single celebrity. Totally, there are over 100 data points that have been used in the analysis. This report, for the first time provides a DNA analysis of almost every prominent celebrity in the country. More importantly, our proprietary tools allow cross comparisons across celebrities, across attributes, across demographics, across cities, and more.”
INDIA’S MOST BEAUTIFUL
Deepika Padukone is India’s Most Beautiful. She scores 59.9 on the TIARA ratings. Padukone is way ahead of Aishwarya Rai Bachchan who leads the list of beautiful ladies in Bollywood, with a score of 45.0. In Television, Divyanka Tripathi Dahiya top scores with 39.1 TIARA ratings. Cricketer Mithali Raj has been voted Most Beautiful.
INDIA’S MOST GLAMOROUS
Deepika Padukone is also India’s Most Glamorous with a top score 60.3. In Bollywood, Priyanka Chopra and Ranbir Kapoor are seen to have the highest glamour quotient. In Television, Rannvijay Singh and Shilpa Shetty are top rated on glamour. In Sports, Virat Kohli and Sania Mirza occupy the top ranks. As a couple, Virushka are most glamorous.
INDIA’S MOST INNOVATIVE
Retired Indian Captain MS Dhoni is seen to be India’s Most Innovative. He top scores with a TIARA rating of 59.7. In Bollywood, Ayushmann Khurrana is easily No.1 in males, while Deepika Padukone leads on innovation amongst females. AR Rehman top scores in Television, Bharti Singh excels at top spot amongst women. Virat Kohli and Smriti Mandhana top score amongst sportspersons. DeepVeer – Deepika + Ranveer are the Most Innovative power couple.
INDIA’S MOST RELIABLE
Shuttler Saina Nehwal is rated as India’s Most Reliable with a high 69.0 TIARA rating. In Bollywood, old warhorse Anil Kapoor ranks at No.1 while Nushrat Bharucha is top amongst the females. Zakir Khan and Surbhi Chandna are in top places in Television. Sachin Tendulkar and Harmanpreet Kaur are rated best in Sports while Virushka are rated the Most Reliable amongst couples.
INDIA’S MOST PROGRESSIVE
Vikrant Massey who was recently in the lead role in Ginny weds Sunny, is rated as India’s Most Progressive, surprisingly ahead of Ayushmann Khurrana who sits on top in the Bollywood list, alongside Deepika Padukone. In Television, Dharmesh Yelande and Mouni Roy top on Progressive. Jasprit Bumrah and Sania Mirza score best on Progressive amongst those in Sports. Virat Kohli and Anushka Sharma top score as a couple on Progressive.
Other category toppers include:
INDIA’S MOST RESPECTED : Amitabh Bachchan
INDIA’S MOST APPEALING : Akshay Kumar
INDIA’S MOST TRENDY : Virat Kohli
INDIA’S MOST DISTINCTIVE : Nawazuddin Siddiqui
INDIA’S MOST VERSATILE : Nawazuddin Siddiqui
INDIA’S NO.1 HEART-THROB : Ranbir Kapoor
INDIA’S MOST SEDUCTIVE : Radhika Apte
INDIA’S MOST SEXY : Priyanka Chopra
INDIA’S MOST DOWN TO EARTH : MS Dhoni
INDIA’S MOST FEARLESS: Virat Kohli
About the Tiara Report:
The TIARA Report, notes a communique, is the largest and most comprehensive study of celebrities in India.
• A sample size of 60,000 respondents pa- India.
• 23 cities (Delhi including NCR), Mumbai (including Thane), Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad, Surat, Pune (including Pimpri and Chinchwad), Jaipur, Lucknow, Kanpur, Nagpur, Vishakhapatnam, Indore, Bhopal, Patna, Vadodara, Ghaziabad, Ludhiana and Agra.
• 180 celebrities : 69 from Bollywood (37 male, 32 female); 67 from Television (46 male, 21 female), 37 from Sports (30 male, 7 female), and 7 celebrity ‘power couples’.
• The field study was conducted by Japanese research agency Rakuten.
Tiara is an acronym for Trust, Identify, Attractive, Respect and Appeal. The study uses the research data across 64 active attributes covering image, personality and human factors; and a battery of confirmatory statements to quantify key celebrity dimensions.
Byju’s was the most spontaneously recalled brand on the IPL last weekend as MS Dhoni had the highest spontaneous recall as a celebrity endorser. The Indian Institute of Human Brands (IIHB) ran a telephonic survey on Sunday, October 4 reaching out to 892 respondents during the day to check out recall of brands, their celebrities and their messaging. There were 41% female respondents, ad 59% male. All respondents were between 15 to 35 years.
So while Byju’s was the most spontaneously recalled brand on the IPL last weekend, its celebrity endorser Shah Rukh Khan trailed behind other celebrities who were more visible, hence more recalled. Dream 11 was at No 2 with multiple endorsers.
Swiggy, Thar, UpGrad and Altroz ranked highest amongst brands that did not use a celebrity. VI was not spontaneously recalled, notes the study.
MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at #3; Ayushmann Khurrana at #4.
Said Dr Sandeep Goyal, Chief Mentor of the IIHB: “So far in the IPL, MS Dhoni is the biggest celebrity. Virat Kohli trails. However, it is surprising that Shahrukh Khan has not done as well as the brand, BYJUs, that he represents. Aamir, though supported by much lesser media weightages, is a better performing celebrity this season at IPL. Non-celebrity brands have done well too. Swiggy, Thar, UpGrad, Altroz, Lenskart, MG Gloster, Facebook, Amazon, Kellogg’s, cricket.com, and VI were mentioned in significant measure by respondents. PhonePe and Swiggy were rated as the best ads of the ones on the IPL. But, the feedback on qualitative goodness was inadequate and is mentioned here only as part of data received by default.”
JSW Paints has signed actors Alia Bhatt and Ayushmann Khurrana as brand ambassadors and is set to release its first ever TVC along with a marketing campaign featuring the duo that will be rolled-out across the company’s current markets in South and West India.
The film ‘Har Rang Har Kisi Ka’, conceptualised by TBWA\India celebrates the diverse colours of the country and encourages India to #EmbraceEveryColour.
Commenting on the new campaign, Parixit Bhattacharya, Managing Partner (Creative) of TBWA\India, said: “True beauty lies in the way we look at the world. This campaign makes the painting experience more than just about adding colours to homes. It’s about being able to embrace every colour by looking beyond labels. It puts an end to the divide and makes colours truly for all, one wall at a time.”
Added Govind Pandey, CEO TBWA\India: “Colours have a special significance in India. It is a country of rich diversity that is celebrated by the language of a million colours. But over time, we have attached parochial meaning to these colours, putting them into the boxes of cast, creed, gender and emotion. This campaign aims to liberate colours from the narrow boxes that society has built around them. It tells the story of an India where all colours are meant for everyone. And what better duo than Alia Bhatt and Ayushmann Khurrana to carry this thoughtful message.”
Said Parth Jindal, Managing Director of JSW Paints said, “At JSW Paints, we believe that being thoughtful is beautiful and our #EmbraceEveryColour campaign embodies this spirit. Our new campaign showcases the India we grew up in; a land of colours, resplendent with more colours than the rainbow. However, today these very colours discriminate and divide us. So we decided to give colours an entirely new dimension of unity and togetherness. We wanted thoughtful ambassadors to take this idea to an India that is getting younger and better every day. We believe Alia Bhatt and Ayushmann Khurrana make a perfect duo to carry JSW Paints’ fresh message of unity.”
Nestle’s KitKat chocolates has unveiled a new brand campaign titled ‘Life Hai, KitKat break banta hai’.
Commenting on the launch of the campaign, Nikhil Chand, Director – Foods and Confectionery, Nestlé India said, “Over the last 25 years, KitKat, with its positioning of ‘Have a Break, Have a KitKat ‘ has made millions of Indian consumers have enjoyable breaks with delicious, crispy KitKat fingers. Our new campaign ‘Life Hai, KitKat break banta hai’ celebrates the resilience and adaptability the Indian youth have been displaying. The campaign highlights how, when at times, ‘the new normal’ may get ambiguous and stressful for the youth, all it takes is a meaningful pause with the deliciousness of a KitKat break to gain a fresh perspective on situations that they may be faced with. The film encourages the youth to take a short break and come back with a smile and renewed positivity to effectively deal with the unsaid conflict the new normal brings to their lives.”
By Sanjeev Kotnala
Emami Limited has signed actor Ayushmann Khurrana for its new launches BoroPlus soaps and hand washes.
JSW Paints has signed actors Alia Bhatt and Ayushmann Khurrana as brand ambassadors and is set to release its first ever TVC along with a marketing campaign featuring the duo that will be rolled-out across the company’s current markets in South and West India.