MxMIndia

Tag: DDB Mudra

  • DDB Mudra West has used the New Polo's USP of '1.5L TDI engine' to great use in its proposition: Power, when you need it

    AdStrat: DDB Mudra unveils second phase of Volkswagen’s Polo campaign

    Be it design, performance, safety or overall driving experience, Volkswagen has delighted India with one innovative, well-put-together car after another. Abiding by this communication, the first phase of the campaign positioned the New Polo as a refreshingly beautiful car to own and drive. The second installment of the New Polo campaign, DDB Mudra West has used the New Polo’s USP of ‘1.5L TDI engine’ to great use in its proposition: Power, when you need it.

     

    Challenge:

    Having established the New Polo as a refreshingly beautiful car to own and drive in the first phase of its communication, Volkswagen felt it was time to emphasize the performance of its powerful 1.5L TDI engine.

     

    Idea:

    With many refreshing additions on the inside and outside, the New Polo is a car to reckon with. It has a shiny new front grille, new sporty steering wheel, new alloy wheels, advanced multimedia console with steering-mounted controls and new dual-beam headlamps with cornering lights, among other things. But, most importantly, hauling it all is a powerful 1.5L TDI engine that generates an impressive 90PS horsepower and 230Nm of torque.

     

    The engine ensures that power and time are always on your side when you’re on the road. Perfect for today’s ‘get-it-done-yesterday’ world. Thus, was born the idea of ‘Power when you need it’.

     

    Creative Execution:

    The media roll-out consists of three sharply-executed 30-second TV commercials, along with a series of tongue-in-cheek print ads. Not to mention, exciting digital and outdoor implementations, in sync with the Volkswagen spirit of innovation.

     

    For instance, the first TV commercial features a husband, who forgets his anniversary but saves himself from his wife’s wrath after he manages to get her a gift just in time. Of course, thanks to the New Polo.

     

    In another commercial, a young man returns home at the end of a tiring day at work, when he gets a call from his girlfriend, reminding him that he was supposed to meet her at the movie theatre. Once again, the New Polo comes to his rescue.

     

    In the third commercial, a woman discovers that the man she has a crush on is single again. And, as luck would have it, he’s at a restaurant with some friends. The New Polo helps her rush to the restaurant just in time to meet him.

     

    CreativeSpeak:

    Rahul Mathew, Creative Head, Mudra West: “Car advertising has seldom taken power out of the hands of secret agents and rich playboys. But VW doesn’t make promises only for these privileged few. So, even something as explosive as power has a very relevant role in the everyday and that’s just what we sought to capture in our communication for the new Polo.”

     

  • DDB Mudra Executive Creative Director SonalDabralhas written the lyrics for this musical

    McDowell’s #No.1 Yaari strikes a chord with viewers

    By A Correspondent

     

    McDowell’s No.1 has created another milestone as it announced the launch of the first seven minute musical – #No.1 Yaari. Capturing the essence of close friendships, the brand has released this campaign across several platforms to connect and engage with its consumers. The seven minute movie has gained popularity since its release last week especially with the song - ‘Aisi Waisi Dosti Nahi’ by Mohit Chauhan becoming very popular written by Sonal Dabral-Executive Creative Director and Chairman of DDB Mudra and directed by Anupam Mishra. The overall essence and message of the film – of close buddies, nostalgia and special moments resonates with the brand proposition of McDowell’s No. 1 hence the right fitment.

     

    McDowell’s No.1 has already created a huge burst through digital, cinema, radio as well as television to promote this film.

     

    Unnati Sinha

    “Real friendship is one of life’s strongest and most rewarding relationships. We’re very proud of our new McDowell’s No. 1 film that portrays real friendships that bind people together through the years. This is the first time that McDowell’s No1 had used a long musical narrative to communicate the brand proposition through nostalgia. Consumers and the trade have loved the film particularly as McDowell’s No. 1 is at the heart of their own special memories of celebration with their closest friends,” shared Unnati Sinha, Sr Vice President Marketing, United Spirits Limited.

     

    The campaign has received tremendous response digitally. Within 1 week of release, the campaign has received over 1.33 million views (Facebook + Youtube) and the number is only increasing. 9,500 people shared the campaign video on Facebook+Youtube. Also #No.1 Yaari video has received over 46,000 likes/comments on social media in constrains. This has been the biggest content campaigns for McDowell’s No.1 in India till date.

     

    Sonal Dabral

    Sonal Dabral- Chairman and Chief Creative Officer at DDB Mudra Group & lyricist for song ‘Aisi Waisi Dosti Nahi’ stated, “Beyond the transience of social networks, there is a friendship that is deep and genuine. I wrote the ‘#No1Yaari’ song as a tribute to such cherished, meaningful friendships that enrich our lives. ‘Aisee Waisi dosti nahin’ is exactly how I define these rare special friendships. It’s a track that will transport everyone to the wonderful moments that have made these friendships special and sure to bring a smile to their face, as it will remind them of their own No1 Yaari.”

     

  • The decision was closed following a competitive pitch by a few selectively invited agencies, vying for the account

    DDB Mudra appointed creative agency for Sony Max & Max2

    By A Correspondent

     

    Hindi movie channels Sony MAX and MAX2 have roped in DDB Mudra as their new creative agency. The decision was closed following a competitive pitch by a few selectively invited agencies, vying for the account.

     

    DDB Mudra will handle the creative duties for the brands MAX & MAX2 which were previously handled by J Walter Thompson. Both MAX & MAX2 have always built distinctive brand imagery for themselves to stand out in a highly cluttered industry and have sustained their leadership position through their effective and high on recall brand communication.

     

    Commenting on this change Vaishali Sharma, VP Marketing & Communications, MAX & MAX2 said, “With the ever changing business environment, it is important to continuously reinvent and innovate as a market leader. We are happy to have DDB Mudra as our new agency on board and look forward to working with them. We are confident that they will provide us with a fresh perspective for our campaigns and will enable us to scale new heights.”

     

    Rajiv Sabnis

    Rajiv Sabnis, Executive Director & President, DDB Mudra Group said “If Bollywood and cricket are like religion in India, then MAX is the temple at which Indian viewers pay obeisance. MAX is the original Bollywood movie channel. Through its exciting and interesting bouquet of Hindi movies, it has enthralled Bollywood fans across India. Add to that the mega entertainment of IPL. You can’t ask for better. The DDB Mudra mandate is to take this obsession with Bollywood and cricket to the next level.”

     

  • The campaign gives the consumers an insight on why the food cooked in Sunrich oil is healthier and better than any other refined cooking oil

    DDB Mudra unveils campaign for Sunrich oil

    By A Correspondent

     

    DDB Mudra South & East has launched the Sunrich Refined Sunflower Oil new pack across India with a key focus on the South market. The television campaign showcases the superior nature of Sunrich refined sunflower oil. The campaign gives the consumers an insight on why the food cooked in Sunrich oil is healthier and better than any other refined cooking oil.

     

    The TV commercial captures the superior nature of Sunrich refined sunflower oil by comparing it with the competition oil. In the TVC, famous south Indian actress Priyanka Upendra is seen having a conversation with a Nutrition expert who explains to her why a poori cooked in Sunrich refined sunflower oil is healthier than the one cooked in competition oil. He explains that Sunrich Refined sunflower oil is clearer, lighter, healthier because of the unique seven stage refining process it goes through which clears all impurities. Food cooked in Sunrich absorbs 15 per cent less oil; Sunrich has 0 per cent cholesterol and is fortified with Vitamin A & D (VitaminE is naturally present).

     

    Alok Mahajan, Head of Marketing, Popular Division of Ruchi Soya Industries Limited shared, “Our consumer research reveals that consumers are becoming increasingly conscious of what goes into their body and they are moving towards healthier alternatives which they can trust With the launch of the new “Clearer, Lighter, Healthier” Sunrich, we want to address the housewife’s requirement of oil that offers her both health and taste at an affordable price point.”

     

    Sujay Ghosh

    Sujay Ghosh, EVP, DDB Mudra South & East, said, “Nowadays, its difficult to get products with a clear USP. Sunrich had that. We just magnified it. So, Sunrich is positioned as ‘Clearer, lighter, healthier’ (Iskke gunn saaf dikhe), a clear product differentiator in the category. The communication aims to resolve the stress a housewife goes through while choosing the right oil for her family. The brand ambassador of Sunrich, Priyanka Upendra is a popular face in South India and has helped the brand build more traction with the TG.”

     

  • Shri Lal Mahal Group is one of the largest exporters of Basmati and non-Basmati rice from India

    DDB Mudra North partners with Shri Lal Mahal Group

    By A Correspondent

     

    Post a multi-agency pitch, DDB Mudra North has been entrusted with the creative mandate of Shri Lal Mahal Group.

     

    With a legacy spanning over a century, Shri Lal Mahal Group is one of the largest exporters of Basmati and non-Basmati rice from India. In addition, the Group holds the credit of being the first Exporter to have exported 5000 MT of Basmati Rice for the first time from India to Europe, in 1978.

     

    Dev Garg, Director & Uday Nayak, Business Head, Domestic Market of Shri Lal Mahal Group said, “From its modest beginnings as a small business house, the company has grown into a large multinational conglomerate with a steadily rising annual turnover. Shri Lal Mahal is a Star Trading House and one of the biggest exporters of rice from India, exporting Basmati rice to Europe, USA, Canada, Australia, South East Asia and the Middle East. Our need of the hour is a complete revamp of the brand in order to further strengthen our presence in both national and international markets. In this interesting phase of our brand journey we needed a partner to deliver not just creative excellence but business solutions to us. In DDB Mudra, we’ve found that able partner.”

     

    Vandana Das

    Vandana Das, President, DDB Mudra North, said, “It’s a delight to be partnering Shri Lal Mahal, a client with a rich legacy. We look forward to partnering them into taking this brand on a growth path with a communication package that would be much noticed.”

     

  • The idea was to borrow insightful stories from real life

    DDB Mudra unveils new campaigns for Union Bank of India

    By A Correspondent

     

    DDB Mudra West has unveiled a new campaign for Union Bank of India. The task was to let everyone know that Union Bank of India’s products and services are not only at par with private banks but also surpass them in many ways.

     

    Union Bank of India is one of the largest PSU Banks in India. Established in 1919, UBI has always stood for shared Indian dreams. The brand’s tagline; ‘Your Dreams Are Not Yours Alone’ reflects this belief and its promise to partner every dream. In its last outing, Union Bank of India used dependable partners of renowned celebrities to bring alive the brand promise – Ajit Tendulkar, Aruna Anand and Kareema Beegum.

     

    In the current campaign, the idea was to borrow insightful stories from real life – stories about a common man’s aspirations, dreams and the hurdles faced in order to achieve them.

     

    When the campaign was initiated, the team zeroed down on five products and services viz. home loan, SME loan, phone banking services, quicker processing and proactive follow-ups and self-generation of ATM pins and passwords. They then decided to cast a single family for all five films. This was critical as it was important to illustrate how these products and services can improve the quality of life of an average Indian family. Out of the 5 films included in the campaign, two were released in 2013 and two in August 2014. Like the last two TVCs (Home Loan & quicker processing and proactive follow-ups), the storyboards of the two recently released TVCs (SME Loan and Phone Banking Services) also revolve around 5 members of this family, their dreams and the role played by Union Bank of India to turn them into reality.

     

    The SME Loan TVC takes the viewers through a father-son relationship and how the son’s notion about his father changes after a minor conflict that arises between the two. The solution to the conflict is UBI’s SME loan, thus making it an integral part of the story. The TVC ends on an emotional yet wise thought while using the tagline – ‘Your Dreams Are Not Yours Alone’ as the proposition of the film.  Like the previous TVCs, Pankaj Kapoor plays the father and brings out the various nuances of the everyday life of an Indian father beautifully.

     

    Another TVC which highlights the phone banking service of UBI utilizes the unsaid wishes and unexpressed emotions between an Indian husband and wife in a beautiful manner.   Starring Pankaj Kapoor as the man of the family, the TVC opens with him and his wife in a jewelry showroom where he is trying to persuade his wife to buy a lesser expensive necklace by telling his wife that it looks beautiful on her. While he wishes to buy the expensive necklace for her, he is not able to do so due to lack of funds in his bank account. Their son is observing this situation along with his other siblings from a distance. He realizes the hesitation of his father and helps him come out of it with the help of Union Bank of India’s phone banking service. The film deals with the delicate intricacies faced by the man in the family on an everyday basis and how his family members can help him with the help of UBI services.

     

    Aman Mannan & Ashish Phatak, Executive Creative Directors mentioned that, “With these TVCs, we wish to highlight the instant and seamless services provided by Union Bank of India. Be it the TVC where the SME loan services have been showcased as wisdom passed on from father to son to trust Union Bank of India to support his entrepreneurial dreams or the phone banking TVC where the instant nature of the services empowers the son to help his father fulfill his mother’s wishes; these TVCs highlight the usefulness of UBI services in the everyday life of its consumers.”

     

  • In a career spanning 15 years, he has worked for leading agencies like Bates, Contract, Mudra and McCann

    Subhashish Dutta assumes senior role at DDB Mudra North

    By A Correspondent

     

    Subhashish Datta

    Subhashish Datta has joined DDB Mudra North as Senior Creative Director (Art). After completing his BFA from College of Art (Delhi), Subhashish’s advertising odyssey started out with Capital Advertising. In a career spanning 15 years, he has worked for leading agencies like Bates, Contract, Mudra and McCann before joining DDB Mudra (his second stint here). His diverse experience in various categories spans from Consumer Durables, Telecom, Automobiles and Hair-Care to Social Advertising.

     

    Subhashish has been actively involved in the creation and evolution of various brands like Nokia, Wrigley’s, Philips, Volkswagen, ESPN Star Sports, Jaypee Group, LG, Electrolux, Domino’s, Honda, Maruti, Dabur, Emami, NIIT, UNICEF, Videocon, Reebok and more.

     

    Sambit Mohanty

    Commenting on joining DDB Mudra North, Subhashish said, “It feels great to be part of DDB heritage where you get to work with such a young team with full of energy and enthusiasm. And I’m looking forward doing some fantastic work too.”

     

    On the new appointment, Sambit Mohanty, Creative Head, DDB Mudra North, said, “Subhashish is a fantastic guy both in terms of talent and spirit. With him in place, our senior creative leadership is complete. His cheerful presence will undoubtedly make a positive difference to our work and workplace.”

     

  • The objective was to engage with the millennial woman of today while driving connect with brand Femina

    DDB Mudra West launches new campaign for Femina

    By A Correspondent

     

    DDB Mudra West launched Femina’s new positioning and tagline “Be Unstoppable” through a unique and disruptive marketing approach. First in a series of initiatives, Femina unveiled their new positioning and tagline through a powerful and provocative cover  for their July issue titled ‘My Body, My Rules’, with cover girl Huma Qureshi.

     

    The objective was to engage with the millennial woman of today while driving connect with brand Femina.

     

    The creative process followed was to choose a unique and disruptive marketing approach by creating interventions that bring alive the ‘Unstoppable Mantra’ and drive engagement. The cover which is the brand’s most valuable space was used as a platform to communicate “Be Unstoppable”.

     

    The first issue ‘My Body, My Rules’ exemplified the brand positioning, saluting women who’ve chosen to go beyond conventions and refuse to be boxed into someone else’s definition of perfection. Using a striking visual of Huma Qureshi juxtaposed with the ‘ideal’ body form of a mannequin the issue makes a powerful point about body image. The issue campaign encouraged women to embrace their bodies – perfections and imperfections alike.

     

    A differentiated approach to traditional brand campaigns, Femina intends to roll out a series of interventions throughout the year to bring alive its ‘unstoppable’ message.

     

    Going forward, Femina will also be playing up the brand thought of ‘Be Unstoppable’ through a thematic campaign across Print and Digital mediums as well as B2B ads. The thematic campaign brings alive the brands unstoppable mantra as poster ads for the new woman of today. The ads cover a range of topics like career, relationships, beauty, fashion etc.

     

    Tarun Rai

    Elaborating on how Femina has changed the game in the last five decades, Tarun Rai, CEO, Worldwide Media says, “Over the last five decades Femina itself has been unstoppable. It has always been progressive, always championed the modern Indian woman, always inspired her to achieve more and celebrated her successes. And Femina has succeeded and grown in stature because it has continuously changed itself and stayed relevant to its readers. In a sense Femina epitomises the journey of the modern Indian woman in the last five decades. Our new tag line – Be Unstoppable – captures Femina’s belief that modern Indian women have the confidence today to live their lives on their terms and achieve more.”

     

  • The HBO Premium channels campaign has been launched with the aim of making sure that audiences have an uninterrupted ad-free viewing experience

    DDB Mudra releases new campaign for HBO Premium

    By A Correspondent

     

    DDB Mudra West has released a new campaign for HBO South Asia to promote HBO’s belief – nothing should come in the way of entertainment.The HBO Premium channels campaign has been launched with the aim of making sure that audiences have an uninterrupted ad-free viewing experience.The campaign will highlight the HBO premium channels- HBO Defined and HBO Hits proposition of being 100 per centad-free.The objective of this innovative campaign is to get people to visit the HBOPremium.comwebsite and subscribe to HBO Premium channelsor directly through DTH operator or digital cable operators.

     

    HBO Premium will take a new route in their quirky TVCs with HBO Premium Accessories like HBO Agriculture and HBO Super Clone. To illustrate these TVCs further, HBO Super Cloneis a clone that manages everything in life so that one is not interrupted while watching TV. HBO Agriculture is a set of plants that grow foods like popcorn, burgers, etc., so that hunger doesn’t interrupt one from watching TV. The HBO Ultimate Couch is a couch that has just about the whole house built into it – dumbbell holders so that one doesn’t have to get up to workout, a wash basin so that one doesn’t need to get up to go to the restroom, an in-built kitchen and phone charging station and much more.

     

    Monica Tata

    Announcing the launch of the new multi-media campaign, Monica Tata, Managing Director, South Asia for HBO India Pvt Ltd said,”Both the HBO Premium channels maximize the entertainment experience by airing HBO Original content and blockbuster movies 100% break-free. We have initiated a multimedia campaign developed by DDB Mudra to promote the visibility and popularity of this unique proposition of HBO Defined and HBO Hits across platforms including print, cinema, TV, digital and social media. Our aim is to spoil our viewers with the very best non-stop, high quality programming, thus providing an unparalleled viewing experience.”

     

     

    Rahul Mathew

    Speaking about the creative strategy behind the campaign, Rahul Mathew, Creative Head,DDB Mudra West, said, “It’s not often that a channel can truly boast of a viewing experience and not merely bleat about its content. And we wanted to make sure that the communication reflects the richness and the uniqueness of the channel. HBO premium accessories as an idea does that and allows for many interesting executions in different media.”

     

  • Manoj joins DDB Mudra West from Bates India, where he was Creative Director

    DDB Mudra West appoints Manoj Bhavnani as Senior CD

    By A Correspondent

     

    Joining DDB Mudra West’s formidable creative force under the leadership of Rahul Mathew, Creative Head, is Manoj Bhavnani who has joined as Senior Creative Director.

     

    Manoj joins DDB Mudra West from Bates India, where he was Creative Director working on some of the agency’s biggest accounts such as FIAT, Tata AIG and Colgate. He was a part of the REDFUSE team, a group created by WPP to exclusively handle the communication duties for Colgate. With over 11 years of work experience and a degree in Statistics, Manoj has also worked with top agencies in the country including Draft FCB Ulka, Lowe Lintas, Grey Worldwide and Ogilvy & Mather.

     

    Rahul Mathew
    Rajiv Sabnis

    Rahul Mathew, Creative Head, DDB Mudra West said, “Over the last five months, Rajiv & I have been working hard at improving our product. Manoj is yet another step in this direction. He brings sound thinking and a lot of enthusiasm to our talented bunch. I am sure he will prove to be an essential cog in our creative machinery.”

     

    Commenting on Manoj’s appointment, Rajiv Sabnis, President, DDB Mudra West, said, “Manoj is talented professional who has cut his teeth on demanding and large brands in some of the best agencies. His ability to produce consistently good creative work on global, process-driven businesses really got us talking. We look  forward to his contribution, especially on J&J Beauty Care, and hope that he has long innings in DDB Mudra.”

     

  • The new film named 'Sands of Time' builds on the key consumer motivation that "Hair once doesn't come back. I desperately want to hold onto all the hair that is left on my head"

    DDB Mudra urges men to teat hair loss via Livon Hair Gain

    By A Correspondent

     

    DDB Mudra has unveiled a new campaign for hair brand Livon Hair Gain. The campaign endeavors to shake the hair loss sufferer from his inaction to start taking care of his hair loss problem.

     

    Hair loss affects a man not just as an ailment, but at an emotional level too. The market is replete with solutions ranging from quacks to extreme drastic measures such as clinical treatments and transplants. Livon Hair Gain is a scientific solution that has been internationally researched and clinically tested. It works to arrest hair loss in 90 days.

     

    The new film named ‘Sands of Time’ builds on the key consumer motivation that “Hair once doesn’t come back. I desperately want to hold onto all the hair that is left on my head”. It uses the metaphor of sand slipping through the fingers to accentuate the helplessness this consumer faces with regard to his hair loss problem.

     

    The film uses Rahul Bose as a celebrity who is encouraging consumers to learn from his mistake and take action about their falling hair before it’s too late. His urging to act in time and prevent hair loss is likely to make a consumer take note and act on their problem in time.

     

    Sambit Mohanty

    The campaign has been visualized by the team at DDB-Mudra. According to Sambit Mohanty, Creative Head (North) at DDB Mudra, “Falling hair is irretrievable; once you lose a strand, it’s gone forever. And that sparked off the idea of using sand slipping through fingers to make the point that Livon Hair Gain is proven to stop hair loss. Rahul Bose is known for espousing genuine causes… and he was the perfect celebrity to make the point about using Livon Hair Gain before it is too late.”

     

     

    Radhika Das

    Said Radhika Das, Senior Vice President, DDB Mudra Group, Delhi, “With Rahul Bose as the brand endorser, our attempt with this communication is to send out a simple yet compelling message that stems from a deep consumer insight. We hope it makes as many people sit up and take timely action than be in denial and suffer.”

     

  • The cooling relief for acidity is the key differentiator for Pudin Hara Fizz

    Dabur unveils campaign around Pudin Hara Fizz

    By A Correspondent

     

    Dabur Pudin Hara has launched Pudin Hara Fizz to expand its market share in the antacid powder category. It contains proven ayurvedic ingredients like mint and lime which aids in providing relief from acidity while leaving a refreshing taste in the mouth. The cooling relief for acidity is the key differentiator for Pudin Hara Fizz.

     

    Commenting on the campaign, Ajay Singh Parihar, Category Head-Digestives, Dabur India said, “Pudin Hara Fizz marks entry of the trusted Pudin Hara in antacid powder category. The communication uses fire spitting as a strong device to highlight problem and fire brigade as trusted symbol to provide cooling relief. Goodness of natural ingredients like Lemon & Mint has natural fit with the mother brand. The TVC has kept away from set patterns of category’s communication codes and offers relatable yet entertaining communication! The campaign will be supported on ground through activations & outdoors.”

     

    Speaking about the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “The idea of a man belching fire came from the insight that when you have acidity, you feel a burning sensation inside. And what better than Pudin Hara Fizz to act as a fire brigade and help douse this flame!”

     

    The campaign has been conceptualized by DDB Mudra North with Chairman & CCO, Sonal Dabral helming the campaign along with Vandana Das, Unit Head, Creative Head, Sambit Mohanty, Business Head, Ashwani Dhingra, Account Planning, Arun Sharma, Nisha Ganneri, Account Management, Yashaswi Bhatt, Kumar Deepak, Richa Shah. The production house is Raising Sun Films.