MxMIndia

Tag: Emami Ltd

  • FCB Ulka, He’s creative agency has conceptualized this clutter-breaking campaign inspired by Bollywood

    Emami’s He partners with Tiger Shroff

    By A Correspondent

     

    He Deodorants has launched its latest campaign featuring Bollywood star Tiger Shroff. Conceptualised by FCB Ulka, Mumbai, the two-film series draws inspiration from Bollywood.

     

    Speaking on the occasion, Harsh Vardhan Agarwal, Director, Emami Ltd. said: “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in 1 pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s, two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly showcases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with He Magic Duo now having a never heard of before – three fragrances in one pack. The films draw inspiration from Bollywood and are high on humourous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”

     

    Sharing details on the storytelling, Keigan Pinto, National Creative Director, FCB Ulka said: “He Magic Duo is a product that is different from conventional deodorants. It has 2 distinct fragrances – and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – “Maa, hum ek se do ho gaye.” We used it as a creative hook. The beauty of it is, it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”

     

     

  • The campaign has been conceptualized by FCB Ulka, Mumbai

    FCB Ulka launches latest ad campaign for He Deodorants

    By A Correspondent

     

    He Deodorants launched its latest advertising campaign created by FCB Ulka. Said Harsh Vardhan Agarwal, Director, Emami Ltd: “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. He as a brand has a strong legacy of differentiation from the very beginning.

     

    This time, we found through our consumer research that there is an increasing dual usage trend wherein one in five users currently use two or more deos on a regular basis just from the need of variety and the urge of not smelling the same every time. Triggered by this consumer need, we have brought in a category disrupting solution through He Magic Duo where we are offering two fragrances at the price of one. We believe that He Magic Duo with its breakthrough packaging is going to create a stir in the consumer mindspace.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for HE Deo’s is a perfect example of this. Leveraging its unique two fragrances in one pack, the films position He Deo’s Magic Duo as something that raises the possibility of even the unbelievable becoming believable, because He now makes two fragrances in one pack. Each of the films is a treat to watch and this is sure to be among the most talked about campaigns in the category.”

     

     

  • Directed by Nitesh Tiwari, the film sees Big B rattling off Navratna's many benefits in a rap

    Big B turns #RaahatRaja in Navratna Oil’s latest campaign

    By A Correspondent

     

    Navratna Oil has launched a new integrated brand campaign. The film stars Navratna Oil’s brand ambassador Amitabh Bachchan as #RaahatRaja, his never-seen-before avatar. Known for its humorous and tongue-in-cheek advertising, the campaign has been created by Leo Burnett Orchard, and directed by Nitesh Tiwari (of Dangal fame). Big B is seen not just starring in the film, but also displaying his dancing and rapping chops in typical ‘Nautanki’ style setting.

     

    Speaking about the new campaign, Harsha V Agarwal, Brand Director, Emami Ltd., said: “Navratna Oil feels proud to produce this film that is both ‘hatke’ and entertaining. While ideating about the new communication for our brand Navratna, we thought what can be better to showcase its therapeutic benefits than to be filmed on the legendary champi song ‘Sar jo terachakraye’, on a legendary actor like Amitabh Bachchan? Combining the versatility of Mr. Bachchan, both as an actor and singer, was the next trump card that we had up our sleeve. Mr Bachchan is a powerhouse of energy and talent. And the combination of him and Nitesh Tiwari is just the right concoction to pep one up and take away one’s ‘thakaan’. Rahat Raja is a must watch.”

     

    Big B’s desi rapping avatar #RaahatRaja has the answers to all the ailments affecting the hard-working masses – liftmen, househelps, security guards, coolies, construction workers, traffic cops, and more.

     

    Adding his thoughts on the campaign, Amod Dani, Executive Creative Director, Leo Burnett Orchard said:“Through his performances MrBachchan has always taken us away from the daily rigmarole and relieved us of our daily stress. And by doing so he is undoubtedly the biggest stress reliever in our country. Navratna, the number one cool-oil is also the number one stress-relieving oil in the country. And with MrBachchan we found the perfect fit for our brand. Mr. Bachchan brought alive the most popular head massage song in India ‘Sar jo terachakraye’ (again, a perfect song for Navratna Oil) through a colourfulnautanki. Thereby, driving home the multi-symptomatic relief which Navratna Oil provides.”

     

  • WATConsult ideated a campaign which emphasised on the typical situations that only two BRO's share

    WATConsult successfully executes #Brocode for He Deodorants

    By A Correspondent

     

    WATConsult conducted a digital activity for HE Deodorants on the occasion of International Men’s Day this year. HE Deodorants, the popular contemporary deodorant brand from the house of Emami Ltd, has been celebrating International Men’s Day since the last two years. This year they wanted to celebrate it with a twist, thus they aimed to get men to tell the world what makes their best friend a ‘Bro’.

     

    For the same, WATConsult ideated a campaign which emphasised on the typical situations that only two Bros share. A pledge anthem was created, wherein every individual was shown pledging their #brocode and sharing on social media as to why they think their Bro is the best!

     

    WATConsult created a microsite www.hebrocode.com, wherein all the videos were uploaded. On visiting the microsite, the users got a chance to watch the pledge anthem and thereby, share their allegiance to the #HEBrocode as well. This was a one of its kind Facebook led activation campaign, wherein users could also share their pledged videos on Facebook and invite their friends to join their Brocode. The users then created a chain of their #HEBrocode with his friends.

     

    Said Harsh Agrawal, Managing Director, Emami about the latest campaign: “It was He, the men’s grooming brand, which popularised the very idea of celebrating the International Men’s Day. It is really encouraging to note that what started as a thought three years ago, has become today a popular annual activity by HE, generating heartening response from the brand’s TG.”

     

    Rajiv Dingra

    Said Rajiv Dingra, Founder & CEO, WATConsult: “The brocode is a concept that all men can related to. The quirky campaign has been well-received by both customers as well as influencers across social media.”

     

  • What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women

    He Deodorants & Orchard team up in campaign

    By A Correspondent

     

    Advertising today is heavily dependent on sexy women, provocative messaging and outlandish claims of increasing desirability for the opposite sex. The deodorant category in particular has seen many such stereotypes, where brands compete to be the best chick magnet.

     

    HE Deodorants from the Emami Group bucks the trend with Orchard Advertising (part of the Leo Burnett Group India) as their partner. The agency’s work on International Men’s Day over the last couple of years has been hugely refreshing and entertaining.

     

    So when HE Deodorants was looking to launch a new variant, Orchard Advertising and the brand teams put their minds together to come up with something exciting and clutter breaking. What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women.

     

    The agency thus devised a product idea and relied on strategic communication to champion the cause of “respect to women” in all walks of life. A polar opposite to everything the category at large propagates.

     

    The brand team at HE Deodorants was equally enthusiastic and brave enough to take the idea into an uncharted territory. Which was to create a product that embodies the smell of respect. And thus was born HE Respect.

     

    The thought behind the campaign was simple. Real men respect women. Because HE Respect is a perfect men’s product that stands up for women on all fronts.

     

    The campaign, which is designed around the central thought “Respect Women” features a TVC, supported by a series of digital films. The TVC outlines how women are made uncomfortable through small and big gestures on a daily basis. The work will also be rolled out across other traditional platforms. Hrithik Roshan and Vir Das are instrumental in supporting the cause in the campaign and the digital space.

     

    Harsha V Agarwal, Director, Emami Ltd, said, “We believe that there is a need to nurture a positive role model among men, who are able to accord respect to women. HE Respect seeks to honour and bring into light such men who believe in honouring women,”

     

    Talking about the campaign, RajDeepak Das, Chief Creative Officer, The Leo Burnett Group India, said,” HE Respect has been a passion project for us from the very beginning. We were clear that an important message needs adequate firepower and support to make a real difference. And we had fantastic partners in the HE brand team who believed in us enough to develop an entirely new product and then a powerful campaign that takes on well established industry practices head on.”

     

    Sharmine Panthaky, VP and Branch Head – Mumbai, Orchard Advertising, said, “With HE Deodorants as a brand we have been clear that there is no merit in falling prey to any of the usual tactics brands and categories employ to sell more stock. We are not interested in helping men attract more women. We would rather stand up for women across the world to give them due respect. This may seem counter intuitive in the category, but we are sure our effort to buck the trend will find support, and we will emerge as the first brand to have taken such a strong stand for women.”

     

    The campaign is currently live on digital platforms. Launched on 13th May, it has already garnered more than 100,000 views on Facebook. Clearly, it is an idea that has connected with people and instigated conversations.

     

    The teaser phase is supported by an activation where thousands of men were sent RESPECT T-shirts. They were requested to wear them and click selfies and post them on the brand’s Facebook page and Twitter handle to endorse the RESPECT philosophy