MxMIndia

Tag: Contract India

  • The TVC features the cricketer doing a hook step to the tune of 'Orient BLDC Ghoomega, Toh India Jhoomega'

    MS Dhoni shakes a leg Orient fans

    By Our Staff

     

    Orient Electric Limited has launched a new TVC featuring brand ambassador MS Dhoni to promote its BLDC range of fans.

     

    Said Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric: “At Orient, we have been at the forefront of developing and promoting products and solutions that are good for our consumers and for the environment. Our wide range of BEE 5-star rated BLDC fans that provide up to 50% saving on electricity bills without compromising on air delivery and aesthetics is a step in that direction. We have great confidence in the potential of BLDC fans as the future of the industry which has been beautifully captured in our new campaign ‘’Orient BLDC Ghoomega, Toh India Jhoomega’. It is an earnest effort from our side at encouraging the entire country to switch to and groove to the benefits of BLDC fans. And with MS Dhoni adding his unparalleled charisma and charm to the campaign with his helicopter shot styled hook step, this film is certainly a treat for the eyes. I am sure this will grab viewers’ attention and create a lot of excitement about Orient BLDC fans.”

     

    Added Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India: “There’s no better feeling than when you switch on a fan and that cool, calming breeze hits you in the face. And for Orient’s new campaign, we made good on this insight. The brief was clear from the beginning. In a market where every competitor is talking about the functionality of BLDC fans, how can Orient stand out? For a brand that has a rich legacy and has always been known for innovation, something simple just wouldn’t cut it. We had to establish Orient as a leader in the category. So, we decided to capture that joyous moment when you switch on a fan and marry it with a catchy, energetic jingle. Taking a page from MSD’s book, we devised an elegant dance hook and created a TVC which had MSD breaking into a dance for the first-time-ever in a commercial. In the process, we managed to capture the pulse of the country while ensuring that Orient becomes synonymous with the BLDC category.”

     

  • Inspires youth to Live Limitless with 300 sneaker styles from 9 brands

    Bata unveils TVC to promote its Sneaker Studios

    By Our Staff

     

    Bata India, unveiled its Sneaker Studio concept through a youthful campaign. With 300 sneaker styles from 9 brands to choose from, the campaign celebrates the free-spiritedness of the youth and urges them to live limitless.

     

    Conceptualized by Contract India, the campaign follows the journey of four friends traversing the path of spontaneous life, highlighting how Bata sneakers enable them to live this journey. The film starts with a snippet of Sneaker Studio where the friends are surprised by the range of sneakers available making them spoilt for choice. The film goes on to capture their adventures from jumping in a lake to skateboarding and dancing at a beach party with one constant companion – Bata Sneakers.

     

    Gunjan Shah, MD and CEO, Bata India Limited said: “Over the last few years, the youth has been increasingly gravitating towards sneakers for their style and comfort. For the Sneaker Studio campaign, we combined the youth’s love for sneakers with their passion for spontaneity and unbridled experiences. We now have over 300 stores with Sneaker Studio concept wherein we offer upto 300 sneaker styles from 9 brands under one roof, offering the largest variety of choices for all the impromptu adventures of the GenZ and Millennials.”

     

    Added Sagar Mahabaleshwar, Chief Creative Officer, Contract India: “Those spontaneous, careless, fun moments with your friends are meant to be cherished forever. It’s an age when you just want to have fun with your friends. The rush/spontaneity is all that matters to them. This is exactly what we’ve tried to capture in the Bata Sneakers Campaign. It captures the fun and spontaneity of the journey of four friends in a beautiful way. Friends who just grab their Bata Sneakers on the go and head for an adventurous journey to Goa for a concert. We see them cherishing every part of their journey – they drive, skate, party, and splash around in the water. And we also see the vast variety of Sneakers that Bata has to offer. The campaign encapsulates perfectly how Bata Sneakers give you the ease to go limitless and enjoy your journey to the fullest.”

     

  • Part of its 'Chand Sa Roshan Chehra' campaign series

    Wunderman Thompson gets Anushka and Virat & Lux

    By Our Staff

     

    Unilever brand Lux has roped in power couple Anushka Sharma and Virat Kohli for its latest film, as part of its ‘Chand Sa Roshan Chehra’ campaign series. Conceptualised by Wunderman Thompson South Asia, the campaign continues to build on the proposition of ‘skin glow’, from a modern and socially relevant standpoint.

     

    Said Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India: “The idea here was to bring the magic back to the brand by giving a sneak into celebrities lives. The constant effort is to make the story real to the celeb’s life and bring out the chemistry between a man and a woman. The story is simple where the man is mesmerised by her glow which is possible because of Lux soap.”

     

    Added Severine Vauleon, Global Vice President, Lux: “The challenge given to the team was to relaunch Lux and communicate the benefit of moonlit glow by giving the brand a fresh perspective which is modern and culturally relevant. Whilst there was a brand story to be told, we wanted to narrate it in an engaging manner. And to do so for audiences across regions, nothing better than leveraging popular culture with multiple language songs which depict ‘moonlit glow’ that’s compared a woman’s beauty to the moon.”

     

    Said Kishore Tadepalli,  Managing Partner and Senior VP, Wunderman Thompson, Mumbai: “This film is part of the campaign conceptualized by Wunderman Thompson South Asia, where the agency explored the thought of creating a locally tailored campaign for multiple regions within the country with multilingual songs, that brought alive the brand’s proposition of comparing a woman’s beauty to the moon, an oft used metaphor in Indian cinema.”

     

  • Contract Advertising works on the creatives to introduce ‘Relaxed Workwear’ collection

    Bata ropes in Kartik Aaryan

    By Our Staff

    Bata launches a new TVC starring Kartik Aaryan to introduce the ‘Relaxed Workwear’ collection. The TVC has been conceptualised by Contract Advertising.

    Said Anand Narang, Vice-President – Marketing and Customer Services, Bata India Limited: “With offices resuming, people are staring at yet another lifestyle-altering change in a span of just one year. Everyone has gotten used to operating from the comfort of their homes, and understandably, they may find it difficult to readjust to life at office. We wanted to contribute in making the transition easier for people, which led us to conceptualize and develop probably footwear industry’s first Relaxed Workwear range for both women & men. Through this campaign, we want consumers to come & experience our new styles across Bata Red Label, Bata Comfit, Hush Puppies & Naturalizer in our stores & from online site bata.in. This unique footwear range looks formal & stylish yet offers the comfort of a casual footwear and is available in season’s latest colors and designs.”

    Added Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India: “It was an interesting task where the official workwear brand wanted to redefine what workwear meant in the post pandemic times. Currently, there is a genuine need for relaxed footwear that one can easily wear to work as well. Only a leader brand like Bata could have taken this stance. Kartik Aaryan, the new brand ambassador is an apt choice who delivers this message in his own tongue-in-cheek manner.”

     

     

  • The new mandate will see Contract India become the global hub for strategic and creative duties

    Contract India wins global creative mandate for Bata

    By A Correspondent

     

    Following a multi-agency global pitch, Contract India has won the creative mandate for Bata brands globally. The new mandate will see Contract India become the global hub for strategic and creative duties for the European footwear major’s key geographies in LATAM, Europe, Asia and Africa with the support of its group companies within Wunderman Thompson, part of the WPP network that it belongs to.

     

    Speaking on their decision to award the global mandate to Contract, Isabelle Sakai, Bata Group Chief Marketing Officer, said: “Contract India is a key strategic and creative partner for the Bata India operating company. The ‘Surprisingly Bata’ campaign has helped shift consumers perception about the brand, driving footfall to our stores and increasing sales. We are glad to award Contract India the Global mandate to roll out the ‘Surprisingly Bata’ campaign across the Bata world, smartly adapting the campaign idea to capture the local nuances of consumers insights. We are looking forward to a great partnership beyond the boundaries of India.”

     

    Said Raji Ramaswamy, Chief Executive Officer at Contract India: “We are delighted to be chosen by an iconic brand like Bata to partner with them in supporting their strategy and shaping their communications narrative across markets. Having done some great work for Bata in India, it is truly rewarding to now become the global creative and strategic hub for them which is a significant win for us and probably an industry first. Our team’s experience and capabilities in offering a multi-discipline integrated offering makes us well poised to drive the desired impact and achieve business outcomes for the brand across markets.”

     

    Added Tarun Rai, Chairman and Group CEO, Wunderman Thompson South Asia: “Contract has partnered with the Bata India team extremely well to deliver fantastic business results. It is this partnership that gave Contract the opportunity to pitch for Bata’s global mandate. I am truly delighted that we could demonstrate the strength of our network around the world to help win this very prestigious account. I also feel a sense of pride that a campaign created in India is going global and will be executed in so many countries across the world. My congratulations to Raji, Rohit, Sagar and the entire team at Contract.”

     

     

  • In addition to Hindi, the TVC will also be released in Tamil, Kannada, Malayalam, Telegu, Marathi, Bengali and Punjabi

    Orient Electric highlights effects of invisible LED flicker

    By A Correspondent

     

    Orient Electric has unveiled an integrated marketing campaign to raise awareness about what it calls harmful effects of invisible flicker present in LED lights and to introduce its new range of EyeLuv LED lights with Flicker-Control Technology.

     

    Said Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric: “Our focus has always been on using technology led innovation to offer products and solutions that meet the needs and expectations of new age consumers. While lighting experts and manufacturers were aware about the harmful effects of invisible flicker in LED lights but its awareness amongst consumers was low. The Flicker Control Technology in our new EyeLuv LED range controls the harmful invisible LED flicker thus making it safer and better for overall eye health. From creating awareness around the problem to finally introducing them to the solution i.e. Orient EyeLuv LEDs, we have addressed every aspect in our new TVC. We are hopeful that this campaign will act as an eye opener for the consumers and will encourage them to check the invisible flicker in the LED lights installed in their surroundings.”

     

    Added Sagar Mahabaleshwar, CCO, Contract India: “The first thing we decided was not to see it as a typical home solution product, which is usually told through a nice life insight and an emotional benefit kind of story. We chose a serious tone because of the nature of the problem. And looked, not at the buying TG but the one on whom it would have the most impact – the child in every home, who studies long hours every night”

     

    In addition to Hindi, the TVC will also be released in Tamil, Kannada, Malayalam, Telegu, Marathi, Bengali and Punjabi.

     

     

  • The collection consists of Bata Comfit, Naturalizer, Hush Puppies and Bata contemporary styles

    Bata promotes its 9 to 9 collection in latest film

    By A Correspondent

     

    The ads are all over television, so in a sense this is old news. That Bata has launched an ad campaign for its new 9 to 9 collection, which claims both style and comfort.

     

    Said Anand Narang, Vice President – Marketing, Bata India, on the launch of the new campaign:” “Bata’s new ‘9 to 9’ campaign is aimed at India’ss young, working women who don’t want to compromise on looking chic and stylish yet are practical enough to look at the comfort factor when they buy shoes. In our consumer research, we heard how non-stop comfort from morning to evening was important for them. Our new 9 to 9 collection consisting of Bata Comfit, Naturalizer, Hush Puppies and Bata contemporary styles offers non-stop comfort from 9 am to 9 pm. For all those early morning meetings to post-work dinner dates with friends, Bata’s new collection makes sure no woman has to compromise on style or comfort now.”

     

    Added Vineet Mahajan, Head of Art, Contract India: “When we started working on Bata, we created the platform of ‘Surprisingly Bata’. The idea was to communicate Bata’s range of stylish merchandise that people were unaware of. This time, Bata wanted to launch a range of comfortable shoes. Now ‘comfort’ is a quality that is already associated with Bata. So, the challenge was to communicate comfort as a benefit within the ‘Surprisingly Bata’ platform. Kriti Sanon, the face of Bata’s women range wanted to solve her friend’s problem and surprised her with the new 9 to 9 collection. The idea of the film was to let people discover the delight of wearing something that’s comfortable and surprisingly stylish too.”

     

     

  • After having built YU as a leading online brand, this year the focus will be to deliver the brand narrative in a refreshed way

    Yu appoints Contract as its creative agency

    By A Correspondent

     

    YU has appointed Contract Advertising as its creative agency for its overall brand campaign. YU has witnessed tremendous growth in first year of its launch and announced products including Yureka, Yuphoria and Yutopia. After having built YU as a leading online brand, this year the focus will be to deliver the brand narrative in a refreshed way.

     

    YU has built a noticeable presence for the brand and its products through well engaged social campaigns and by being close to its users and their feedback through community networks. YU is not only focusing on a true hardware driven smartphone experience but a complete consumer experience that’s enhanced by an impeccable software as well. Contract has been mandated to build this communication amongst the new age, all hooked in target consumers.

     

    “This is an extraordinary time for us at YU Televentures,” said Shubhodip Pal, Chief Operating Officer, YU Televentures. “We have had a wonderful first year building YU as the No. 1 online brand with a connected community and a huge follower base. We are looking ahead to create and execute more successful campaigns with Contract Advertising.  We are also looking forward to harness Contract’s expertise to reach out to our diverse range of consumers through exciting campaign and in the process build YU as a premium technology brand. Our first campaign breaks on 1st June with our new flagship Yunicorn.”

     

    Commenting on the appointment, Rana Barua, CEO Contract India, “We are excited to partner this new age brand with a pioneering eco-system and believe that it is poised to be the next big thing in premium handsets category. What is more heartening is the idea our Delhi Creative team presented at the pitch was bang on and is now being taken forward as the new thought. We look forward to a long and enriching relationship with YU, a fully owned subsidiary of Micromax.”

     

  • Onboards actor Nawazuddin Siddiqui for the 360 degree campaign

    Take the right call – Trucaller’s high pitch to consumers

    By A Correspondent

     

    Truecaller has launched its first-major brand campaign – “Take the right call” -  marking the company’s foray into the world of advertising & marketing. Truecaller’s “Take the right call” campaign has been designed in line with the company’s efforts of providing users their right to know who is calling them. It also allows them to make the most of the opportunities that may otherwise pass by unknown. The digital film features popular actor Nawazuddin Siddiqui communicating the brand’s philosophy through his own life experience and goes live today followed by the television commercial.

     

    Truecaller has grown phenomenally in India. Currently, at 80 million users in the country, the Indian user base comprises more than half the total global users. With a persistent focus on product innovation, Truecaller is making the ecosystem more robust, enabling the users to communicate in a smarter way and correctly establish actions to take calls.

     

    “India is a very important market for Truecaller, as a majority of our users are based here. Over the years, millions of users have seen the value of having Truecaller on their smartphones, we now wanted to expand our horizons and reach more and more consumers. Our first-ever 360 degree brand campaign tells a compelling story of opportunities and we found Nawazuddin Siddiqui as the perfect fit; someone who can best translate his own story for the brand. Nawaz’s life changed completely after the one right call that he took making him the apt choice to highlight the importance of taking the right call and making the most of opportunities. The campaign stays true to our brand vision towards helping users ‘Take the right call’ through various touch points including television, radio and digital media. We are excited about taking Truecaller closer to its users with this campaign”, said Kari Krishnamurthy, Vice President, Growth and Partnerships, Asia & Country Manager, India.

     

    The TVC has Nawazuddin Siddiqui reminiscing about his struggling days when he had to work as a security guard and how this one call changed his life completely. It was his luck that the caller persistently kept calling him for days, despite having missed it numerous times and he ended up with a role in a movie. But not everyone is lucky enough.

     

    “More than 80 million of us in India, already use Truecaller. So our task isn’t to address people who already have it downloaded on their phones. It is to inform the rest of India which is unaware about the opportunity Truecaller offers. That’s where Nawazuddin came in. Nawaz is the voice of the emerging India, his screen presence is magnetic and persuasive. And the true story of where he has emerged from, the story of a guy who made the most of what life and luck threw up, is compelling. We saw an effortless link between the task and Nawaz’s story. Thereafter the only thing to do was to have him tell us his story in his words and observe the same. The product just slips in effortlessly and we’re confident that this will help Truecaller surge further into the country”, said Ashish Chakravarty, National Creative Director, Contract India.

     

    The digital film by Truecaller has gone live on social media and will be followed closely by the television commercial. This will be complemented by Radio and digital media campaigns.