Premium footwear and accessories brand Ruosh has awarded its creative duties to Famous Innovations. The mandate includes complete brand strategy and communication, and will be managed by the agency’s Bengaluru office.
Said Mohini Binepal, Co-Founder and Head-Retail, Ruosh: “With Famous, we have a partner who understands our business and brand vision. Ruosh has grown in volume exponentially, added geographies, new channels and now expands to different categories. We are sure Famous can be the brand communication custodian we have been looking for, who will not only maintain but extend our brand DNA responsibly.
Added Snigdha Singh, Head – Brand Communication: “As a brand, we have truly believed in delivering effective communication. With Famous Innovations on board, we are sure to strengthen that effort and deliver unparalleled creative content which also drives business results.â€
Said G V Krishnan, CEO South, Famous Innovations: “I am humbled and gratified by the confidence and faith Mohini and Snigdha have shown in us. Ruosh is uniquely poised in the footwear category with its superior offering of shoes and leather products.”
TaxiForSure, leading aggregator of taxi and car rentals, formally launched their new category of Nano taxis in the city recently. The move could be seen as a unique one in the Indian transportation industry so far, making in-city taxi travel even more convenient and affordable.
TaxiForSure co-founders Raghunandan G and Aprameya R marked the launch of the service by flagging off company branded Tata Nano cars. The service has been launched with 100 Nanos in Bangalore and will be expanded to other Indian cities in the coming weeks.
The Nano service will be available exclusively on the TaxiForSure app and mobile site in the ‘Pick Now’ option, which makes a cab available in minutes. The service will be priced at Rs. 25 for the first 2 k.m. and Rs. 10 / km after that, making it the most reasonable and comfortable taxi service available in the city.
Speaking at the launch, Raghunandan G, Co-founder and CEO, TaxiForSure, said, “We are thrilled to announce our new Nano category that offers a great city-driving proposition. We are seeing great traction across 14 cities and we recently completed 3.5 million trips. The aggressive growth that the taxi industry is seeing requires innovative ways to bring more cars onto the road. Tata Nano is a well-loved consumer brand that is perfectly suited for city travel with its small footprint and zippy commute. It is also light on the pockets of our driver partners, who can now become entrepreneurs much more easily. With a brand-new design, well-trained drivers and an intuitive app experience, our customers will be wowed with the Nano.â€
The event also saw the launch of the 360 brand campaign for the brand in India. The TVC campaign is slated to go live on December 5 and will feature on Hindi movie, music, lifestyle, business and news channels.
GV Krishnan
G V Krishnan, Executive Director, Lowe Lintas and Partners said “We are excited to be handling the communication mandate for brand TaxiForSure. For us this campaign matters a lot, especially with all the action in the category and the opportunity to partner a bold and enterprising client.â€
Commenting on the launch of the 360 degree brand campaign, Aprameya Radhakrishna, Co-founder and Director, TaxiForSure said “Our customers have given us positive feedback on the pricing, service levels and reliability of TaxiForSure. This gave us the confidence to launch a 360 degree campaign that will help us take our services to a lot more people. TaxiForSure wants to change the customer mind set by getting taxis to be a part of their everyday life and choose TaxisForSure given its affordability and reliability.â€
The campaign will be spread across two months panning TV, OOH, Print, Radio and Online.
The Himalaya Drug Company has launched a series of campaigns for its products Strawberry Shine Lip Balm and Cocoa Butter Intensive Body Lotion. The new campaigns, conceptualised by Karishma Lintas, emphasises the brand’s commitment to natural and pure solutions.
The commercial for Himalaya Strawberry Shine Lip Balm rolls out with a series of shots showcasing five protagonists with a concept around, “Wearing a natural smile.” It captures young women in different situations that includes a runner, a girl in college, a girl baking a cake or on a date with her boyfriend. The last girl is seen at the airport applying Himalaya Strawberry Shine Lip Balm as she looks at the arrival board, showcasing a sense of happiness. Every situation has a happy ending like a well baked cake, a runner breaking her own record or a girl being proposed to by her boyfriend, which brings ‘natural smile’ to their lips. Himalaya Strawberry Shine Lip Balm doubles the feeling of joy by bringing out a genuine smile.
The second commercial for Himalaya Cocoa Butter Intensive Body Lotion captures the essence of purity and revolves around the concept of “The Purest Feeling.” The protagonist uses Himalaya right before her performance on stage. The commercial captures her flawless skin and depicts her movements as the other dancers observe her being mesmerized by the softness and fragrance of the lotion, the protagonist exudes confidence like never before.
Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, says, “Today, categories including Body lotions and Lip Balms are seeing a substantial growth in the market, especially amongst college goers, who are more wary of problems like skin dryness and chapped lips. While, skincare problem is their primary concern, they are increasingly becoming more comfortable with natural ingredients based solutions while not compromising on good sensorial. To meet these requirements we have re-launched our Body Lotions with advanced formulation, premium packaging and appealing sensorial. Our Strawberry Shine Lip balm is the first lip balm formulated using 100 per cent natural color in India. With intense competition in both the categories, we feel our products are differentiated and efforts are being made to communicate their USP in our new TV commercials.”
G V Krishnan, Executive Director, Karishma Lintas said, “Our task was to bring to life the key strength of Himalaya – natural ingredients and 100 per cent herbal color – in a manner that appealed to our TG. The idea of ‘natural smiles’ came from the product benefit and appeals to our target audience on an emotional level. In other words, the most beautiful smiles are the genuine ones.”
Adding further he said, “The benefit of any moisturizing lotion is soft smooth skin. Our challenge was to communicate the product superiority (purest ingredients) of Himalaya Cocoa Butter Body Lotion in a unique manner. The creative idea ‘skin so soft, you feel like you want to touch it over and over again’ was given a new twist: instead of playing out the usual scene of the user being complimented by another person, here she is amazed by the softness of her skin and she loses herself to that moment.”
Created by RU Films, the TVCs have been directed by Ravi Udyawar and produced by Binny Kapadia.
