MxMIndia

Tag: Beena Koshy

  • The event will be held on Sunday, December 18 at MMRDA Grounds, BKC with over 10,000 women expected to participate

    Pinkathon aligns with Colors for 5th edition

    By Santosh Jangid

     

    United Sisters Foundation and Maximus Events along with former model, actor and Pinkathon founder Milind Soman formally announced the launch of the fifth edition run in Mumbai. This year Colors is actively associated with the run along with Bajaj Electricals.

     

    Said Soman: , “We are very excited to bring Colors Mumbai Pinkathon once again. We are confident the city and its people will support us and help make this run a success. It is more than a marathon. It is the seed of change and the first step in empowerment is taking control of your own health, respecting yourself and understanding and celebrating the value you bring to your family and society. Empowerment is not a gift of society; it is a gift you give yourself.”

     

    Said Raj Nayak, CEO – Hindi Mass Entertainment, Viacom18 – “This year, Pinkathon will be known as Colors Pinkathon and hopefully will add more vibrant colours to all the women participating in the marathon. We are firm believers of women empowerment and this association, with Pinkathon, is our way to say thank you to the women who strive to make our lives easier every single day.”

     

    Added Beena Koshy, Vice President & Head – Advertising & Brand Development, Bajaj Electricals:, “We, at Bajaj Electricals, are proud to partner with Pinkathon in this great initiative specifically for women. The year 2016 is being celebrated at Bajaj as the year of the Girl Child.  We would also be rewarding special categories of runners like the senior citizens, the visually challenged or even the new MOMs who were running with babies.”

     

    Deveika Bhojwani, Vice President, Women’s Cancer Initiative at the Tata Memorial Hospital said, “Having worked towards the cause of breast cancer awareness for several years, I firmly believe that Indian women need to realise how important it is to understand the ailment and its risks. In addition, it is crucial to get yourself checked, spread the word on a personal basis, and adopt fitness as a way of life.”

     

    The event will be held on Sunday, December 18 at MMRDA Grounds, BKC with over 10,000 women expected to participate

     

     

    Raj Nayak, CEO – Hindi Mass Entertainment, Viacom18 on the Pinkathon association:

    :: Five years ago if somebody told me that we are having a marathon only for women I couldn’t visualise it and believe that women would actually come and run but when I’ve seen it grown, I think it can become bigger. I don’t see a reason five years from now why one lakh fifty-thousand women in the city of Mumbai wont run for Pinkathon.

     

    :: The way Milind Soman and Reema have built this over a period of time I think they started with 2000 people in Mumbai, today across 8 cities over a lakh of women run and last year in Mumbai alone 11000 women ran. So it’s a great initiative and not only are women coming and running and they are not just in their teens but women from 30, 40, 50, 60, 65 years of age are running. It’s a great thing and not only are they running for themselves but they are also running for a cause. It’s a movement thats begun and we at Colors like to be associated with issues, we like to be associated with women centric issues and we believe that as a responsible broadcaster we have a role to play in the society and Pinkathon is one place where whatever money is collected is given for the breast cancer treatment. It’s a great cause and we are very very happy to be associated with it.

     

    :: We have always been associated with social issues in our channel be it child marriage, widow remarriage, bonded labor, show on transgender. Now we have consciously made it a point that even outside the box we want to be associated with events and what we do within the screen we want to do it outside the screen.

     

     

  • The takeway from this film is how Bajaj Electrical products are an integral part of our the day to day life and of the Indian family

    ‘We are family’, says Bajaj in new brand campaign

    By A Correspondent

     

    After winning the creative duties of the entire Bajaj Electricals account, Onads has devised a new brand film for Bajaj Electricals.

     

    Speaking on the thought behind the new campaign, Jignesh Maniar, Founder, Onads Communications said, “It’s only when the house has fans, lights, mixers, irons, cookers and other appliances does the house become a home. The vast Bajaj Electricals range of appliances has been a part of the Indian familes and home for the past 75 years and we are nothing less than family. This was the genesis of the new campaign thought ‘We are family’.”

     

    The film captures the core thought in a very endearing way. It starts with the husband waking up on the sound of alarm clock and rushes to wake his children. While the boy goes to have a bath in hot water the little girl rushes to get clothes ironed. The husband in the meantime starts getting the breakfast ready. The viewers are kept guessing as to what is happening. Just when the wife enters the kitchen is the suspense revealed when the husband says that 9 years ago she had sacrificed her career for the family and today is her first day with her new job. The gratitude of the family is perfectly captured by son holding his freshly ironed dress who says that this is their return gift.

     

    The Bajaj range of products are beautifully woven into this entire story. The products come alive through human characters who represent the Bajaj products and help the husband and children to create this special moment. The takeway from this film is how Bajaj Electrical products are an integral part of our the day to day life and of the Indian family.

     

    Adds Beena Koshy – Vice President & Head – Advertising & Brand Development, “The campaign perfectly encapsulates what we as a company have always felt in terms of our relationship with our consumers,  ‘We are family’. Also earlier the adage was that behind every successful man was a woman. But in today’s modern age it is behind every successful woman there is a family. This film beautifully captures this insight.”

     

  • 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: Bajaj: Cooling with comfort

    Name of the campaign/ad: Ek dum solid cooling

     

    The Brief: The brief was to communicate the “Ultimate cooling comfort in summers through Bajaj Cooling.”

     

    Research insights: The Latest range of Bajaj coolers provides enhanced air throw, thus cooling everyone in the farthest corners of the room.

     

    The thought process behind the creative: Enhanced cooling was communicated by showing the most hardworking individual enjoying his work, thanks to the comfort provided by Bajaj Coolest.

     

    Media vehicles chosen: TV, Digital, Print.

     

    Key issues kept in mind while executing the ad: Communication has to drive the message clearly “Ultimate cooling comfort in summers through Bajaj Coolest”

     

    What is the differentiating factor about the ad? While most of the competition push powerful cooling, Bajaj has decided to concentrate on ‘comfort’ which is the final payoff from cooling in summers.

     

    Agency comment: Kapil Sawant, ECD, Leo Burnett said, “With summers around the corner, the objective of the communication was to highlight the product reality that Bajaj coolers cool everyone and every corner of the house. Thus bringing to life the idea, sab ko aaram milega. The creative rendition translates this by showing those who make others feel comfortable like a masseur, himself enjoying the cooling of Bajaj Coolers. Thereby also underlining the brand promise, Ek dum solid cooling.”

     

    Client comment: Beena Koshy, Sr. GM and Head Brand Development, Bajaj said, “In a lighthearted and simple manner we have tried to bring out the biggest need experienced in summers, the need to feel comfortable. And what could be more convincing than showing a person that is expected to provide comfort, the masseur, to experience it himself. This communication is therefore in sync with what Bajaj Coolest stands for.”