MxMIndia

Tag: FCB Interface

  • The film shows that a non-recyclable plastic bag chokes and clogs our oceans and landfills

    Mahindra urges people to #CutTheCrap with new campaign

    By A Correspondent

     

    The Mahindra Group reinforced its long-term commitment towards the environment through the launch of a new campaign that builds a case for waste management. Its new #CutTheCrap campaign has been launched with a film that equates the problems caused by single use plastic bags to weapons of mass destruction.

     

    Highlighting the purpose behind this new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said:- “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitise people but to also enable them towards behaviour change.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “The idea was to help the viewer see the harmless looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world.”

     

     

  • The Alexa Cup is a global hackathon across 11 countries

    FCB India and Boltd declared winners at the Amazon Alexa Cup

    By A Correspondent

     

    FCB India along with their development partners Boltd have been recognised as the 2019 Amazon Alexa India Champions for their winning idea towards building a scalable voice experience, strategy and complete pitch with a proof of concept and demo.  As they have completed the India round, they will move on to the next leg, which is the APAC round of the Alexa Cup.

     

    The FCB India team comprised Giamaria Fernandes, Nikhil Fernandes and Vinesh Nandikol. Boltd was represented by Vishal Golia and Chetan Bothra. As a part of the challenge, the team had to convey the customer experience, target audience and value, originality, technology and APIs, feasibility and usability and a multi-channel go to market strategy in an eight-minute presentation.

     

    On the team winning, Joemon Thaliath, CEO of FCB Interface said: “We are really proud of FCB India’s Digital team’s achievement wherein they had to present a complete go to market plan covering strategy, proof of concept and a demo. They emerged winners among agencies and other tech partners, and this shows how far they have come in their thinking and their ideas through constant learning. We are also thankful to Boltd, our development partners who helped us bring the winning idea to life and Amazon Alexa India for this great initiative.”

     

     

  • The communication shows ads being made from wasted food, urging for ideas to put an end to food wastage

    Did your agency waste food this year? Adfest Young Lotus Contest call for ideas…

    By A Correspondent

     

    FCB Interface has conceptualised the theme for Adfest 2019 Young Lotus contest, inviting ideas to end food wastage. The thought was to take up issues within the industry and further narrowing it down, to issues within our own agency. The communication shows ads being made from wasted food, urging for ideas to put an end to food wastage.

     

    The ads have been completely made by the food wasted in leading advertising agencies where there is a huge kitchen space. FCB Interface collected all the food waste and then designed posters on a life size canvas. The production house McTolan Films collaborated with FCB to execute these posters.

     

    Lending perspective, Robby Mathew, CCO, FCB Interface said: “The idea was simple – make a ‘food-wastage’ poster using the food wasted by advertising people, every day. The difficult part was rummaging through the waste bins of all the leading advertising agencies, carting away the food in mini trucks, then creating the 14 feet by 19 feet layouts with putrefying food, hanging from a crane to shoot the artwork, all the while shooing away the crows and dogs that were hell bent on eating the poster!”

     

    Speaking about the campaign, Rohit Ohri, Group Chairman & CEO, FCB India and Chairman, Young Lotus Selection Team at AAAI added: “This piece of work was not just a call for entries it was a call for behaviour change. The ‘personalisation’ of our communication helped shatter the ‘we don’t waste food’ illusion. Making the need to address this issue urgent and immediate.”

     

     

  • Blue Star aims to communicate trust by way of this film

    Blue Star’s latest film celebrates 75 years of trust

    By A Correspondent

     

    On the occasion of company’s 75th anniversary, Blue Star has rolled out its latest film that is just not a celebration but a reflection of what has been achieved in all these years.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star: “Blue Star is much more than air-conditioning and refrigeration, with its presence extending to electrical, plumbing, fire-fighting projects as well as facility management, and water and air purification, amongst others. The brand caters to a wide range of residential and commercial customers, along with being market leaders in several categories. We are proud to be celebrating our 75th anniversary this year, and the new TVC attempts to showcase our multi-faceted identity. The ad conveys, in a subtle yet evocative manner, that our pedigree over the decades has been built due to the trust that our customers have in us, with a focus on our new tagline ‘Built on Trust’, and a promise to keep reinventing ourselves as we move forward towards our centennial.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Very few people are aware of Blue Star’s omnipresence in India. They rely on Blue Star’s products and services on a daily basis without actually knowing that they are doing so. The creative task was to simply bring this alive. And with the invisible Blue Star Expert we were able to do just that.”

     

     

  • The campaign aims to get consumers to ditch their regular deodorants and try the new Nivea Men Duo

    Ranveer Singh new face of Nivea Men Duo

    By A Correspondent

     

    FCB Interface has launched a campaign for Nivea Men with the brand’s new face, Ranveer Singh.

     

    Said Robby Mathew, Chief Creative Officer, FCB Interface: “When the idea is in the product itself, the task then is to show it as it is. And Ranveer, despite his larger than life personality, makes the product the undisputed hero of the film.”

     

    Added Neil George, Managing Director, Nivea India: “Nivea India is addressing needs of young consumers by tapping into the trend of ‘modernity’ and Ranveer is the perfect evangelist for the brand to increase its engagement with young India. Just like him, our innovations are hard-working, modern and care for you.”

     

     

  • Blue Star in association with FCB Interface has created an ad film that communicates its cooling benefit

    Blue Star promotes self-brand Windus in latest ad campaign

    By A Correspondent

     

    Blue Star in association with FCB Interface has created an ad film that communicates its new air-cooler brand Windus’s cooling benefit in an interesting manner. Four young women visiting their friend’s house on a hot summer day slip into winter wear just before entering the house because their friend’s house has a Windus air cooler.

     

    B Thiagarajan, Joint Managing Director, Blue Star Ltd said: “Blue Star launched its range of Windus air-coolers last year with the strategic goal of pursuing new opportunities in areas adjacent to its current businesses. The new TV commercial for the upcoming summer highlights that the Windus range of air coolers provides winter-like absolute cooling even in the scorching summer season. The communication focuses on a stylish imagery for the product, along with maintaining Blue Star’s premium brand personality in the minds of the consumers. The Company continues to increase its investments in this product category, with the objective of establishing Blue Star as a significant player in this segment.”

     

    Added Niteen Bhagwat, Vice Chairman, FCB Interface: “The attempt is to bring freshness and style to a mature category. In a style that is visual so that you get the message even if you do not hear the audio.”

     

    Said Robby Mathew, CCO, FCB Interface: “What do you do when you enter a category where everyone’s saying the same thing in the same way? The answer is this film. A simple plot where guests are padding up in layers to visit a Blue Star home in summer! The beautiful lensing, the music and Blue Star’s offbeat humour, all come together to make a film that is way outside the category.”

     

     

  • The communication embodies how Swaraj has been nurturing relationships since 1974

    Swaraj appeals to the farmer community with latest film

    By A Correspondent

     

    Swaraj Tractors, a part of the US $19 billion Mahindra Group, launched a new television commercial tilted Mera Swaraj. The new TVC showcases the spirit of the endearing relationship that takes Swaraj tractor closer to the hearts of farmers and all its stakeholders, alike.

     

    Speaking about the commercial, Viren Popli, Chief Operating Officer, Swaraj Division M & M Ltd said: “At Swaraj Tractors, we have a long and close association with the Indian farmer and the ‘Mera Swaraj’ commercial is a true reflection of that sentiment. Over the years, we realized that the Swaraj brand is associated with a lot of pride of ownership and it is this emotion that we have attempted to communicate through this recently launched commercial. In fact, the Swaraj brand belongs to all of us and it is this unique aspect of the brand that we have dwelt upon in a relatable way in the “Mera Swaraj” commercial.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “During the ideation process, I visited the Swaraj factory along with my team. In many ways, the film wrote itself during the visit. Personally, in all my years in advertising, I haven’t seen an organization like Swaraj. The chemistry between the employees was palpable. Every person I met from the COO downwards was insanely proud of what they were doing. I sensed a real love for soil, for water, for land, and the very act of creation that we laymen call farming.”

     

     

  • An MBA from HEC Paris, Gulshan’s interests include behavioral economics, military history and gaming

    FCB Interface brings Gulshan Singh on board

     

     

    FCB Interface has announced the appointment of Gulshan Singh as Executive Planning Director. In his role, Singh will be based out of Mumbai and will be responsible for upping the planning ante at Interface.

     

    Commenting on the appointment, Joe Thaliath, Chief Executive Officer, FCB Interface said: “Gulshan’s acumen to couple consumer insights with hardcore data & analytics makes him the perfect fit for the role. We are delighted to have him on board! His drive, insight and clutter breaking solutions will help us pen a new chapter in the FCB Interface growth story and we look forward to it.”

     

    Speaking on his new role, Singh said: “To me this is a homecoming of sorts, and it is fantastic to be back in this environment that places such a premium on strategic thinking and rigor. And more importantly, in using this thinking as the bedrock of developing the creative product – all with the clear objective of encouraging behavior change. I look forward to partnering with the superb talent we have here to drive this mandate.”

  • The campaign is on air across leading television channels, supported by digital presence

    FCB Interface executes latest campaign for Mahindra Blazo

     

     

    As a next leg to the campaign launched in 2016, Mahindra has unveiled a new campaign for Blazo. The campaign brings back Ajay Devgn who is seen endorsing the vehicle in a dramatic and hard-hitting manner, notes a communique. The campaign has been crafted by FCB Interface and underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface:“Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity… And yes, Ajay Devgn continues to be our ‘Sutradhar’ as he has proven to be the best fit for the brand.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Some months ago, Mahindra Truck and Bus made a claim that no other truck company in India could or would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer … Also, the company’s no-nonsense, direct-talking personality is clearly reflected in the choice of brand presenter.”

     

    Said Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division: “Our first campaign was a bold step and it succeeded in a big way. So much so that customers were asking for the ‘guarantee wala truck’. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ … and goes on to give the wait-and-watch buyers many solid reasons to go for the Mahindra Blazo.”

     

  • The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence

    FCB Interface’s new campaign for Blue Star

    By A Correspondent

     

    FCB Interface has a created a new brand campaign for Blue Star which has taken the ‘Precision Cooling’ of its inverter AC to a whole new level where it allows setting the temperature in decimals. The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

     

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star Limited: “Blue Star has set a new benchmark in the air-conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Kolkata-based father-son team of Amar and Arko Sen.”

     

  • Showcases the unique value proposition of its SUVs which enable lifestyle enhancing experiences

    Mahindra launches sequel to ‘Live Young Live Free’ campaign

    By A Correspondent

     

    Mahindra &Mahindra Ltd (M&M), recently launched a sequel to its popular television commercial, ‘Live Young, Live Free’ to showcase its complete portfolio of SUVs, including all the recently launched SUVs. Targeted at those who seek varied experiences, the new umbrella communication embodies the emotions of freedom and adventure, and propagates the core value proposition of Mahindra SUVs to enable lifestyle enhancing experiences.

     

    Inspired by the original ‘Live Young Live Free’ score from the first campaign, the sequel uses a melange of tunes such as Hard-rock, Dub-step, Carnatic, Hindustani & Folk, elevating it from a song to an anthem running across the nation. As the leader in the SUV segment in India, over the years Mahindra has built a strong portfolio of vehicle brands with differentiated positioning and brand values.

     

    The Live Young Live Free 2.0 film brings alive the unique proposition that Mahindra’s sports utility vehicles offer and the film underlines the common Mahindra DNA, a thread that binds the entire portfolio of SUVs. This film showcases different people, from different walks of life enjoying their own adventures in a Mahindra vehicle across the breath-taking landscapes of Ladakh, the serene lakes of Shillong, the dense forests of Assam and enigmatic dunes of Jaisalmer. With its stunning visuals, the film aptly showcases the go anywhere capability of Mahindra vehicles.

     

    Speaking about the campaign, VivekNayer, Chief Marketing Officer, Automotive Division, Mahindra & MahindraLtd. said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique DNA are best suited to offer a fun filled adventurous lifestyle to our customers, and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect and exhorts people to join this movement. Essentially this TVC further builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for the freedom to pursue one’s passions.”

     

    Said Robby Mathew, Chief Creative Officer, FCB Interface: “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set for ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest. Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma (Chrome Films) has done a phenomenal job with the film, and Mikey’s music score is truly a breakthrough – an eclectic mix of genres and voices and styles.”

     

  • The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it

    Lodha partners with FCB Interface for Palava City campaign

    By A Correspondent

     

    The Lodha Group has brought FCB Interface on board as communications and strategy partner for its Palava City campaign. The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface: “We are thrilled to partner with the Lodha Group for their remarkable project-Palava city. This is a unique opportunity for us to create a behavioural change and introduce a new way of living across touchpoints for the brand by attempting something new and breaking the monotony. To achieve this, we aim to reskin the city living mindset by taking it back to the core and then project the future living side of it; and this is what excited us to associate with the brand.”

     

    On the strategic partnership, Shaishav Dharia, Regional CEO, Lodha Group said, “We are humbled by the relentless confidence and faith of the 25,000 families in Palava, as it celebrates new milestones in its journey of providing a better urban environment to its citizens. We believe that FCB Interface, as our partner, will be able to communicate our philosophy and vision for the city.”

     

    Added Robby Matthew, Chief Creative Officer, FCB Interface: “Palava’s stated intent is to become one of the most liveable cities in the world. And it is already more than half way there. The new campaign simply tries to bring this alive.”