MxMIndia

Tag: Debarjyo Nandi

  • The new campaign takes the Phase 1 idea ahead with new situations and different environments

    L&K Saatchi & Saatchi’s takes forward #feelslikejockey campaign

    By A Correspondent

     

    L&K Saatchi & Saatchi have taken forward the ‘Feels like Jockey’ campaign created in 2016. The films have been directed by Hans Emanuel and shot in Los Angeles, CA.

     

    Talking about the campaign, Debarjyo Nandi, Sr.Vice President, L&K Saatchi & Saatchi said: “An idea that ‘fits like a song’ with the product and the brand, an all-time classic song, iconic American locations, amazing dancers, a celebrated choreographer, a relentless cinematographer, an energetic director and an ever supportive client, all the ingredients that could have only created magic!”

     

    Added M C Cariappa, President, Sales and Marketing, Jockey India: “The ‘Feels Like Jockey’ campaigns are created to strengthen the core proposition of fit and comfort of our core range of men’s and women’s innerwear while ensuring the brand continues to build relevance and affinity with the youth.”

     

     

  • The digital video campaign, #CricketDateWithDad leverages a significant trend close on the heels of Fathers’ Day

    Thomas Cook’s latest ad film for Fathers’ Day

    By A Correspondent

     

    This cricket season, Thomas Cook wants fans to travel from wherever they are to watch the World Cup with their first cricket buddy, their father. The digital video campaign, #CricketDateWithDad leverages a significant trend close on the heels of Fathers’ Day (June 16, 2019) and in sync with the ongoing ICC Cricket World Cup.

     

    The campaign has been conceptualized and created by Law & Kenneth Saatchi & Saatchi and includes a TVC, which is live on social media and digital mediums.

     

    Speaking about the campaign, Abraham Alapatt, President, Group Head – Marketing, Service Quality & Innovation, Thomas Cook said: “The new wave of father-child bonding trips is a significant opportunity for our brand. Through our campaign #CricketDateWithDad, we aim to focus on the sentiment shared by father and child, and induce in our customers the need to take time out from their schedules and spend some exclusive time with their first hero – their dad. With cricket being India’s passion and Fathers’ Day coinciding with the ICC Cricket World Cup, we’ve combined the two to present it as a compelling proposition to our customers.”

     

    Speaking about the film, Debarjyo Nandi, Senior Vice President, L&K Saatchi & Saatchi added: “We don’t realise until it’s too late that these moments with our dads will never come back. We don’t realise that while we have now moved on to watching matches with our friends, he’s still at home, probably watching it alone. We don’t realize that watching a World Cup in the stadium is probably on their bucket list too, which we should prioritise over ours…else regret not realising this dream for the rest of our lives! ”

     

     

  • Via this campaign, Pepperfry aims to help consumers make their homes interesting and convenient through its differentiated portfolio

    Pepperfry.com promotes decor & utility offerings

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign to promote its décor and utility portfolio. With this campaign, Pepperfry is extending its brand promise of ‘Happy Furniture to You’ to its other key segments – Décor and Utility.

     

    The films have been conceptualised by L&K Saatchi and Saatchi. Talking about the commercials, Delna Sethna, Chief Creative Officer, L&K Saatchi and Saatchi said: “When a brand like Pepperfry decides they want to advertise their extended portfolio it’s always happy times for creative people. We get to design a gorgeous set of films and inspire people to shop!!! Like I said, happy times.”

     

    Added Debarjyo Nandi, Senior Vice-President, L&K Saatchi and Saatchi added: “There are all kinds of people who have all kinds of home décor needs, functional and behavioural. The idea for the campaign was to showcase the interesting range of utility and décor items on Pepperfry, which not only help meet these needs but also give consumers ideas to make things better.”

     

     

  • The TVC is directed and shot by Mark Toia on the streets of San Francisco

    L&K Saatchi & Saatchi unveils launch campaign for Jockey Athleisure

    By A Correspondent

     

    Jockey has launched a new Jockey Athleisure campaign, for the range of outerwear for men and women which effectively blends active and leisurewear. The campaign has been conceptualised and executed by L&K Saatchi & Saatchi.

     

    The TVC is directed and shot by Mark Toia on the streets of San Francisco. Speaking about the campaign, M C Cariappa, President – Sales & Marketing, Jockey India said, “Athleisure marks the official foray for Jockey India into outerwear which is an extremely relevant and highly potential category especially in India where the larger population indulges in casual sports to stay active while wearing activewear for casual hangouts. The campaign strengthens the Jockey brand imagery while signaling the exciting new range.”

     

    Added Debarjyo Nandi, Senior Vice President, L&K Saatchi & Saatchi: “The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it but live it, play or relax.”

     

     

  • #PLAYINSPIRE is a montage of young, gritty, super-skilled footballers from across the country who are revelling in the football frenzy

    Hero MotoCorp unveils its FIFA U-17 World Cup campaign

     

     

    Hero MotoCorp, the national supporter of the ongoing FIFA U-17 World Cup has a TVC and digital drive coinciding with the tournament. The campaign has been conceptualised by Law & Kenneth Saatchi & Saatchi.

     

    Said Debarjyo Nandi, Senior Vice President, Law & Kenneth Saatchi & Saatchi said about the film: “It’s rare to find work and something you love come together. So this one was special for me personally. It was also a revelation to discover the amazing football talent that exists out there. Thanks to Hero being true to their cause for football, this amazing talent pool came together for this film. It was an absolute joy to work with people who are also as passionate about football.”

  • The total outlay for the campaign is Rs 5 cr. In addition to TV, the message will also be promoted across digital and social platforms like Google, YouTube, Facebook

    Christmas is for everyone, says Pepperfry ad

    By A Correspondent

     

    Furniture and home marketplace Pepperfry has launched a new marketing campaign encouraging Indians to celebrate the joyous festival of Christmas. Through this campaign, Pepperfry.com seeks to bring about a change in the consumers’ mindsets by expanding the scope of celebrating Christmas beyond the conventional parameters.

     

    The TVC consists of one creative execution to be aired across a bouquet of entertainment, movies, English infotainment, and lifestyle channels and select Hindi GEC HD channels/properties and regional channels. The total outlay for the campaign is Rs 5 cr. In addition to TV, the message will also be promoted across digital and social platforms like Google, YouTube, Facebook.

     

    Talking about the TVC, Debarjyo Nandi, Senior Vice President, Law & Kenneth Saatchi & Saatchi, said, “Christmas is not for one community or for a particular age-group, it is a time of the year where the merry spirit infects everyone. But there are still many who still restrict celebrating Christmas to only gifting for kids. The objective was to find a way to make Christmas relevant to everyone. We have used gifting furniture as an excuse to make Christmas more inclusive with the message ‘Christmas is for everyone’.”

     

    Commenting on the new campaign, Kashyap Vadapalli, CMO Pepperfry, said,“In the last four years we have seen that there is high interest in the home and furniture category during the holiday and Christmas season. Conventionally people have been celebrating Christmas within the traditional confines of gifting for children, we thought of extending it across all consumer segments, by bringing in the furniture shopping and gifting angle, which includes adults of all ages.”

     

  • #DilonKiDiwali is about bringing people together during Diwali, by reflecting on traditions and creating new ones

    Hero celebrates joy of togetherness with ‘Dilon ki Diwali’

    By A Correspondent

     

    Hero MotoCorp has rolled out its latest brand campaign #DilonKiDiwali.  The 360-degree campaign conceptualised by Law & Kenneth Saatchi & Saatchi went on air on October 24 with five television ads. Full-page print ads, radio commercials and the digital campaign have also gone live subsequently. The campaign celebrates the two-wheeler company’s historic milestone of crossing 70 million two-wheelers sold, and the millions of lives they have touched, while capturing the festive sentiment and spirit of Diwali. The films have been directed by Pradeep Sarkar and Kshitij Ravi Prasad.

     

    Said Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi: “The campaign celebrates Hero’s role in bringing people together with simple and real stories”. Added Debarjyo Nandi, Senior Vice-President, Law &Kenneth Saatchi & Saatchi: “Hero is a nation brand with 70 million customers. When it’s the nation’s biggest festival, they are responsible for bringing so many families and friends together and touching millions of lives, celebrating the true spirit of Diwali with heart.”

     

     

  • The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali

    Pepperfry readies customers for its festive bonanza

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign based on the premise of “don’t wait for Diwali”. With this campaign Pepperfry is informing customers that there is always great value available on Pepperfry.com and customers need not postpone their big-ticket furniture purchases to annual events like the Diwali festive shopping season.

     

    The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali. Data supports this insight, typically almost a quarter of the annual sales in this category, at an industry level, happens in the festive season. The reason that consumers post-pone and concentrate their purchases in this manner is due to a perception that manufacturers and retails offer more value during these periods. But this does not hold true for Pepperfry, which has the ability to and does deliver great value through the year.

     

    The campaign addresses this consumer perception head-on and presents the Pepperfry always available value proposition as the solution. The campaign comprises two creative executions which will be aired across television channels, multiplexes and digital media. The total outlay for the month long campaign is Rs 10 crore.

     

    The films have been conceptualized by Land Kenneth Saatchi and Saatchi that convey the message using real-life situations that consumers’ face to persuade them to act now instead of waiting to buy things they really need.

     

    Talking about the TVC, Debarjyo Nandi, Senior Vice-President, Law and Kenneth Saatchi and Saatchi said, “We are looking to recreate the success of last year’s ‘Why wait for Diwali’ campaign which resulted in sustaining sales in the pre-Diwali lean period. With the euphoria around Diwali offers the larger population tends to postpone their shopping till Diwali with the hope of getting a better deal, even on things they really need and need them now. We hope to shift behaviour with Pepperfry’s all-year round value proposition.”

     

    Commenting on the new campaign Kashyap Vadapalli, CMO, Pepperfry, said, “Through our experience we have observed that furniture purchases are similar to shopping for consumer durables where a sizeable amount of sale concentrated around Diwali season. We did a campaign last year at around the same time that had the same concept – of not putting off furniture purchases till Diwali – with a very different treatment. By re-iterating the same concept again this year in mass media we are aiming to build this into a ‘property’ that can create an additional ‘event’ for Pepperfry to drive engagement and sales.”

     

    He added, “The campaign is well timed to capitalize on the occasion of 15th August which has become an important retail shopping event for consumers. So, purely from a consumer mind-set perspective, this is a good period to generate greater demand for Pepperfry furniture.”

     

  • The campaign Insight is based on extensive qualitative and quantitative research including in-depth customer interviews

    Pepperfry unveils latest campaign promoting prominent features

    By A Correspondent

     

    Pepperfry has taken on the task of expanding the online furniture category through its new 360o marketing campaign. The campaign comprises three creative executions which will be aired on television, across digital video channels and in multiplexes. Pepperfry’s outlay on this campaign is expected to be above Rs.10 crore.

     

    Pepperfry staff (including the founders and CXO’s) regularly deliver furniture alongside the delivery teams to understand customer purchase behaviour and the needs of Indian householders. The campaign Insight is based on extensive qualitative and quantitative research including in-depth customer interviews.

     

    The customer insight behind Pepperfry’s new campaign is that getting furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Customers who have gone through the process of getting furniture made at home have been through these issues but those who haven’t undergone the experience of getting furniture made at home vastly underestimate the issues involved while often over estimating the perceived benefits.

     

    Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience. Over the past five years Pepperfry has processed more than 3 million customer shipments from its highly curated merchandize range of over 1 Lakh furniture and home products. As Pepperfry works directly with small and medium sized businesses who manufacture the products themselves, it is able to provide great value affordable options across all price segments.

     

    Commenting on the objective of this campaign, Kashyap Vadapalli, CMO Pepperfry, said “Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

     

    Talking about the insight and idea, Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi explained; “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”