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Tag: Dharmesh Shah

  • #AkalmandThing campaign by Liqvd Asia creates huge impact online

    RR Kabel does the #AkalmandThing

    By A Correspondent

     

    RR Kabel, the wires and cables arm of RR Global Group has launched its campaign on the digital platform. Liqvd Asia is the digital agency for RR Kabel.

     

    The campaign started with a burst on YouTube where the masthead was blocked for the day to take the user to microsite. A Twitter handle dedicated to the campaign was created where various ‘Akalmand’ conversations were held with people online encouraging them to take part in the quiz. A Twitter quiz contest is currently running with the hashtag #AkalmandThing – where a winner will be awarded vouchers worth Rs 10,000.

     

    Commenting on the campaign Kirti Kabra, Director, RR Kabel said, “The campaign focused on the conversation around “Doing the AkalmandThing” Taking this thought further, on digital we directed our overall communication to the same theme #AkalmandThing.”

     

    Kirti further added, “You see the video and reach the microsite where you are given multiple options to pick ‘what kind of Akalmand character you are?’ based on a simple questionnaire that had quirky questions and creative answers, you get a score. All leading to you getting a certificate in doing the  #AkalmandThing which people could share on their social handles and challenge their friend’s.”

     

    Conversation around the relatable topic of #AkalmandThing helped the campaign to become viral. In a single day, the #AkalmandThing hashtag with 50M impression and TVC with 100M impression managed to be the most spoken topic. Hashtag Akalmand Thing trended for more than four hours with various brands like Raymond, IIFL etc. taking part in the Akalmand conversation on Twitter.

     

    Speaking on the digital campaign Rashmi Putcha Co-Founder & Director, LIQVD Asia said, “We used a multi-screen approach using digital primarily to extend reach and garner engagement. The idea was to use the digital medium to not only drive interactions but to also capture rich analytical data that would provide actionable insights for further optimisation of the campaign.”

     

    Spearheading the creative at Liqvd Asia, Dharmesh Shah, National Creative Director stated, “Since the TVC was yet to be released; we wanted to create a lot of buzz and excitement around the launch before the actual launch. The campaign had to be interactive and imaginative. Who doesn’t think they are akalmand, and who wouldn’t want to prove it with a certificate that can be shared with the world. The entire communication was designed around this need for us to show off!”

     

     

  • The latest TVC captures this central thought in a quirky and memorable way, featuring the brand mascot Sharky

    FCB Ulka executes new TVC for Candyman Choco Double Eclairs

    By A Correspondent

     

    Launched in 2007, ITC’s Candyman Choco Double Eclairs (CCDE) has garnered significant mind and market share over the years with its distinct éclair offering with the promise of ‘chocolate inside and chocolate outside’. Conceptualised by FCB Ulka Bangalore, the latest TVC captures this central thought in a quirky and memorable way, featuring the brand mascot Sharky.

     

    Set in a beautiful beach on a warm sunny day, the film begins with a lifeguard relishing Choco Double Eclairs at his station. Suddenly, he’s jolted by screams of a damsel in distress, who appears to be drowning. The lifeguard leaves even his Choco Double Eclairs behind and plunges in to the rescue, bringing her safely to the shore. As he gazes dreamily into the pretty girl’s eyes, a surprise is in store for both the lifeguard and the viewer.

     

    On the new film, Dennis Koshy, Vice President – Bangalore, FCB Ulka, said – “CCDE with its irresistible double dose of chocolate is one of the many unique offerings from Candyman. The challenge was to bring out this chocolate inside and chocolate outside message in a memorable way that appeals not just to kids, but adults too.”

     

    Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, adds – “The idea was to stay with Sharky, but give it a fresh twist. The film had to entertain, and at the same time, convey what CCDE offers – Choco inside, choco outside.”

     

  • The brand has arrived at a stage where it needed to broad base the thought and appeal to larger audience

    Dark Fantasy takes ‘Live your moment’ thought further with new TVC

    By A Correspondent

     

    FCB Ulka Bangalore has unveiled a new TVC for Sunfeast Dark Fantasy. The TVC is about celebrating little accomplishments or idiosyncrasies of oneself.

     

    The film is set in a fashion studio, where the protagonist (fashion designer) is working on her creation. The pack, which is the other character in the film, is patiently waiting and singing to the beautiful lady. Once done with her work, our woman turns to the pack and celebrates the accomplishment with it. The jingle is the soul of the film. It gives the brand a voice, bringing it to life.

     

    On the rationale behind the thought, Dennis Koshy, Vice President – FCB Ulka Bangalore, said “Dark Fantasy has already established its unique offering and image in consumer’s mind. The brand has arrived at a stage where we need to broad base the thought and appeal to larger audience. ‘Live your moment’ as a thought takes the brand forward beautifully.”

     

    Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, expressed, “This film is a candid exploration of self-discovery – finding joy in the little, unguarded moments. What’s unique about this film is that the product is seamlessly playing the role of a character integral to the story. Because the only two characters in the film are the girl and the pack.”