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Tag: Garima Khandelwal

  • To deepen connect brand enjoyed in Kerala

    New campaign to relaunch Kanan Devan Tea

    By Our Staff

     

    As part of Kanan Devan’s relaunch campaign, TVCs created by VK Prakash have been shot in Kerala. Said Garima Khandelwal. Chief Creative Officer, Mullen Lintas:  “The brand communication with this commercial evolves from the brand being home grown in Kerala to being home grown to know Kerala like no other. That the dialect in Kerala is so different in different regions that words in the same language are misunderstood was a unique and fresh idea. What is special in this montage is the mix in the casting, to have famous recognisable artists that are popularly known to be from the same regions as depicted for the commercial lend the scale and memorability.”

    Added Puneet Das, Senior VP– Marketing, Packaged Beverages, India, Tata Consumer Products:  “Tata Tea Kanan Devan, because of its origin from Kerala’s very own Kanan Devan Hills, enjoys a heritage status in the state. Our goal is to deepen the emotional connect , the brand enjoys in the state , by celebrating unique facets of people of Kerala, that instils in them a sense of pride. Kanan Devan’s new TV commercial illustrates situations wherein difference in dialects of Malayalam spoken across the various districts of Kerala , leads to confusion. These situations depicted are so authentic to Kerala, that a brand as ingrained as Kanan Devan in Kerala , can understand and appreciate the humour. We are sure you will enjoy these witty  situations and will definitely agree to the fact, one has to be from Kerala , just like Tata Tea Kanan Devan , to really appreciate this uniqueness”

     

     

  • It is conceptualised by Mullen Lintas

    Saffola’s new TVC

    By A Correspondent

     

    Saffola, Marico Limited brand, has launched a campaign that seeks to drive home the need for proactive, everyday heart care. It is conceptualised by Mullen Lintas

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Saffola has always been committed to raising awareness about heart health as well as steps to proactively take care of our heart. Through this new campaign, Saffola aims to drive awareness of the impact of stress on our heart and the need to take proactive care. The new TVC also portrays an interesting shift in the dynamics of the modern Indian household and shows the husband taking care of the wife’s heart and overall health. The campaign lucidly conveys an important message that while we take our busy and stressful lifestyles in our stride and cannot do much to change it, it could be putting tremendous pressure on our heart and therefore proactive care is a necessary step.”

     

    Added Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas: “As a brand Saffola has been synonymous with heart health since its very inception, but the core task was to drive proactive care of the heart in line with the brand endeavor and by showing a context that viewers can identify with. We wanted to take a more progressive stance and tell our story through a gender role reversal, as heart health is universal so we built the narrative around women’s heart health, but relatable and extendable to all. Hence, the story of a husband concerned about his wife’s heart health as her work involves everyday stress seemed sweet, emotive, progressive and relatable and emotionally compelling.”

     

     

  • #LoopMeinKhao is the credo

    Mullen Lintas spins a loop for Too Yumm

    By A Correspondent

     

    Too Yumm Karare, the snack brand by Guiltfree Industries, has launched a new campaign with Virat Kohli, the brand’s ambassador, at the centre. Mullen Lintas Mumbai has treated Too Yumm’s old ads and repurposed them into an entirely different-looking new film.

     

    Commenting on the campaign, Rajeev Khandelwal, CEO – RPSG FMCG, said: “With Too Yumm Karare – we wanted to deliver a creative which despite the limitations of shooting in a shutdown would be clutter breaking. Mullen Lintas and team came out with a creative approach and have delivered a commercial which has a fresh ring to it. I am hopeful that it will resonate well with our young millennial consumer.” (RPSG = RP Sanjiv Goenka Group)

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Snacking as a category is about binging and ‘loop’ as a keyword connotes that in sync with the many things we do in a loop, in the way we even consume entertainment. Using the face of the brand with existing assets but using the footage on a loop gave us a creative hook to package the campaign building taste as the undeniable key take out.”

     

     

  • The message will be amplified via INS-affiliated newspapers

    Mullen Lintas and Indian Newspaper Society create campaign ‘Rupaiyyah Hai Pahiya’ to jumpstart economic activity

    By A Correspondent

     

    Given the ongoing downturn in the economy, Mullen Lintas has launched a campaign with the Indian Newspaper Society (INS), to “encourage consumers to start spending and to create liquidity in the market, and help boost the country’s economy”. The message will be amplified via INS-affiliated newspapers.

     

    Commenting on the initiative, Amer Jaleel, Group CCO & Chairman, MullenLowe Lintas Group said: “There’s a training inside Lintas to think scale and to think mass. We involve ourselves with brands yes, with marketing yes, but beyond that our embrace is towards our culture and our economy. Lintas cannot ignore what’s happening to demand and to consumerism as a fallout of the Covid Lockdown. Too much of our work depends on consumer sentiment and to reigniting consumer sentiment becomes not just necessary to our work and survival but it’s a calling, it’s a duty. Very early we recognised that this turn of the cycle will not revive on its own and the wheel of the country’s economy will need everyone to push. Spending with confidence is probably the only people-linked initiative that can bring about this momentum, and so we stuck our shoulder to the task and hope that the country gives it a heave too.”

     

    IPG Mediabrands forged this collaboration with Indian Newspaper Society to provide the necessary reach. Added Shashi Sinha, CEO, IPG Mediabrands: “This pandemic has proved that if we can survive together, we can revive together. It is this collective that can help in crafting the ‘India Revival’ story. The series of unlockdowns announced by the government via print media is playing its part to spread the word. Consumers are closely linked to print media and the campaign message amplification is best suited for a message such as this. The campaign by Mullen Lintas, with a massive reach supported by INS, is a call to spend in order to save.”

     

    Said Shailesh Gupta, President, Indian Newspaper Society: “Newspapers are the lifeline of the people and have been responsible to bring about national upheavals. Even though a lot of people migrated to online versions, the readership remained like a rock. It plays a strong connection with the people joining them with the mainstream and bringing them upto speed. A reach such as this can be harnessed for a national initiative like Rupaiyyah Hai Pahiya and help to turn the wheels of the economy. INS proudly supports this campaign.”

     

    Speaking about the idea for the campaign, Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas added: “We’re happy and proud to have been able to do this campaign for the Nation. Since consumer confidence and discretionary spending is down, our attempt has been to humbly nudge the consumer to not hold back and that Every Rupee Spent is a Rupee Earned for the Nation. That’s how the idea “Rupaiah Hai Pahiya’ was born to encourage consumers to keep the wheels of the economy turning.”

     

     

  • The campaign is titled 'Skin in the Game' and is conceptualized by Mullen LIntas

    Motilal Oswal launches new TVC campaign

    By A Correspondent

     

    Motilal Oswal Mutual Funds has launched a new TVC lead ad campaign – ‘Skin in the Game.’ It has been conceptualised by Mullen Lintas, the ‘Skin in the Game’

     

    Speaking on the film, Ramnik Chhabra, Executive Director & Head, Marketing, Motilal Oswal Financial Services Limited (MOFSL) said: “When it comes to investing in general and equity mutual funds in particular, the results of your choice are only discernible in the future. To decide on which brand to select in the present for a positive future outcome; investors look for Trustmarks. This campaign provides a strong reason to trust the Motilal Oswal brand. Our belief in our equity expertise can be gauged from the fact that we eat our own cooking! ”

     

    Talking about the campaign, Garima Khandelwal, Executive Creative Director, Mullen Lintas, added: “To exhibit the extent of trust Motilal Oswal has in the product they sell, we thought to dramatise the opposite of it in a parallel industry. Borrowing from life and building from an analogy of the same. It started with the sign at a restaurant that proudly shows the belief in the food they serve by the owner advertising he consuming it to its patrons and the film was weaved around it to make the same parallel for the promoters of the fund, as they themselves invest in the equity fund that they promote, showing off their skin in the game. The ad was conceptualised pre covid but executed post Covid, which made the execution journey memorable.”

     

     

  • The campaign features popular playback singer Shaan along with his son Shubh

    SBI Life launches ‘Apno ki #PoornaSuraksha’ campaign

    By A Correspondent

     

    SBI Life Insurance has unveiled its new product campaign ‘Apno Ki #PoornaSuraksha’, highlighting the product’s dual protection feature which offers complete financial immunity by providing both Life cover and protection against 36 Critical Illnesses in a single plan with an auto-rebalancing aspect which is much needed to navigate through the current uncertain times.

     

    Said Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life: “A newfound immunity regime has become second nature for most of us, today the larger populace is consciously making smart choices around health, wellness and life in general. Delving deeper into this intrinsically protective behaviour, that is consuming everyone across sections of the society, we realized that as an Insurance player our role to provide immunity to the consumer has never been more accentuated. With an approach of keeping a simple communication for an insurance category, we have drawn a parallel for financial immunity via the concept of health immunity which is understood by all. We hope to educate the consumer on the importance of building one’s financial immunity like they have towards their health. SBI Life’s Poorna Suraksha being a unique product combining both life cover and protection against 36 critical illness in a single package, this dual protection can enable individuals to build a holistic financial immunity, as a safety net for themselves and their family to battle against any odds”.

     

    Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “Health Immunity is of priority today, with everyone aware and abreast like never before. We have all realised the importance of being proactive about immunity when it comes to good health, and made changes to our routines, self-care is undoubtedly the No 1 learning today. This being the context, we wanted to introduce a parallel need for one’s family’s financial immunity, being as proactive about the same. And it’s relevance in this landscape. Drawing a simple parallel between health and financial immunity and stressing on the need for both, borrowing from the current and changed awareness in the behaviour”.

     

  • The campaign aims to fuel the inner belief of individual, needed to rise and shine on the big stage called ‘Life’

    SBI Life ad highlights family support

    By A Correspondent

     

    SBI Life Insurance has launched its latest integrated brand campaign ‘Apno ki #HimmatWaliSeeti’ that reiterates the power of family support in reinstating individual’s belief in himself/herself. The brand campaign encourages individuals to pursue their passion responsibly, by first making life insurance a financial priority to secure the needs of their loved ones.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “In our society, family continues to be the bedrock of support and our communication seeks to highlight the strength of family support. Especially in today’s challenging times family support plays a fundamental role in shaping an individual’s well-being, it acts as a de-pressuring agent in life. Our new brand campaign ‘Apno ki #HimmatWaliSeeti’ attempts to communicate a strong message that with the support and encouragement of the family one can wholeheartedly pursue their dreams and ambitions. He further added, “Through this campaign we aim to support every individual in securing their family’s well-being in a better way, without compromising on their dreams.”

     

    Added Garima Khandelwal (CCO) and Azazul Haque (CCO), Mullen Lintas India: “Life Insurance is seen as a responsibility towards one’s loved ones, and we wanted to start a new dialogue about the reason for Life insurance for today’s shifting landscape. The shift about the category with this campaign is that our loved ones are not our responsibility, but our biggest strength, our biggest cheerleaders, and we don’t need to endure a life doing what we don’t love to see them happy, to see them taken care of. Life is about going after your dreams, our loved ones still taken care of. We have a story of a girl learning to whistle so she can cheer for her father as she witnesses him most happy, most content when he’s pursuing what he loves to do.”

     

     

  • In a bid to celebrate the Tamil pride, not only about the language but as a way of life, Tata Tea Chakra Gold has unveiled a TN-exclusive campaign, conceived by Mullen Lintas

    Tata Tea Chakra Gold celebrates Tamil culture in latest ad film

    By A Correspondent

     

    Tata Tea has unveiled a new Chakra Gold campaign for Tamil Nadu which has been conceptualised by Mullen Lintas.

     

    Commenting on the campaign, Puneet Das, Vice President-India, Tata Global Beverages said: “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its new campaign is about evoking regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. Similarly, Tata Tea Chakra Gold made from a rigorous process enables consumers to make the perfect cup of tea”.

     

    Highlighting the insight behind this campaign, Chief Creative Officers at Mullen Lintas, Garima Khandelwal and Azazul Haque, added: “Regional insight and truth of inherent everyday behaviour that evokes pride and empathy as a reason to consume Tata Tea Chakra Gold. It positions the brand as a ‘go to’ tea by keeping the consumer at the center using the analogy of the process followed for making it. Similar to the people of Tamil Nadu who drink it, making it the ‘tea of the state’. Simply and beautifully told through the voice and visual grammar that is natively Tamil Nadu.”

     

     

  • The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things

    #RideToReboot, affirms Mullen Lintas in new campaign for Bajaj Avenger

    By A Correspondent

     

    Riding the wave of successful campaigns for Bajaj Avenger, Mullen Lintas Mumbai has conceived a new campaign for the brand. The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things.

     

    Commenting on the idea, Narayan Sundararaman – Vice President (Marketing) – Motorcycles, Bajaj Auto Ltd. said: “Avenger is a differentiated bike in its category with a unique Cruiser form. The relaxed riding position, impressive performance and iconic cruiser design have made Avenger a preferred choice of the working young professionals. Liberation is the core proposition for Avenger. Our interactions with customers have consistently revealed their love for the easy riding stance and handle-bar position of Avenger. With this film, we wanted to reinforce this liberation proposition and unshackle and awaken the lost rider.”

     

    The creatives behind the campaign, Azazul Haque and Garima Khandelwal – Chief Creative Officers at Mullen Lintas, commented: “Bajaj Avenger wanted to rekindle love for riding in bikers by making them realise that they are caught in the rut of life. Because they have chosen the right life. Sometimes we lose a little bit of ourselves doing all the right things in life. And what better way to reboot yourself than by getting on the saddle of the Avenger. We thought of a simple creative idea of bikers holding various things of daily chores like they hold the handle bar of an Avenger! Making them realize that they are born to ride and they shouldn’t become a slave to daily routine.”

     

     

  • The announcement follows Vikas Mehta's appointment as the agency's Chief Executive Officer

    Mullen Lintas ropes in Azazul Haque, promotes Garima Khandelwal as new CCOs

    By A Correspondent

     

    Mullen Lintas has announced the new creative leadership at the agency. Azazul Haque (previously Chief Creative Officer, Ogilvy South) and elevated Garima Khandelwal (previously Executive Creative Director, Mullen Lintas) are the new Chief Creative Officers. The announcement follows Vikas Mehta’s appointment as the agency’s Chief Executive Officer – hinting fundamental changes at the leadership level.

     

    Speaking about the development, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group said “Mullen Lintas is a very special agency to the group. It was handcrafted by a select bunch and managed to get into the top 10 among agencies on reputation probably faster than any agency in living memory. We took our time in figuring out the leadership and I have to laud our clients for exemplary conviction that they gave us this space and time. Garima Khandelwal and Azazul Haque are not just the best bets for the agency, they are the best bets for each other too. Gari is supremely artistically inclined and intuitive as a mind and Azaz is a fantastic articulator and craftsperson both of lofty truths and consumer language. Plus the two are among the coolest people in advertising. They are going to rocket our trail-blazing agency to stratospheric levels with dark shades firmly in place!” Both Haque and Khandelwal will be based out of the agency’s Mumbai office.

     

     

  • A bull is seen as a symbol of stock markets and a bull ride one of volatility

    Motilal Oswal’s next addresses volatility in stocks

    By A Correspondent

     

    Motilal Oswal has launched a new ad campaign to address current stock market volatility. The company has been playing an instrumental role in being the finance partner of choice among its consumers. Over a period of three decades, it has provided products and advice to help create wealth through equity investing.

     

    Said Ramnik Chhabra (Director Marketing MOFSL): “Volatile markets test patience and reward conviction. In times like these, it is important to invest in quality stocks and hold on to them even during tough market conditions. It’s what we focus on with our “Buy Right: Sit Tight” investing philosophy. The TVC tries to demonstrate this through the vivid metaphor of the bull ride.

     

    Added Garima Khandelwal, Executive Creative Director, Mullen Lintas: “Motilal Oswal wanted to make an industry point to stay invested when the market is rough, we wanted to continue the brand tonality of saying it laterally, thus the metaphor of a mechanical bull, also using the same track, some properties we have now built for the brand.”

     

     

  • Endorsed by the Virat Kohli, the ad unveils the latest addition to Too Yumm!'s healthy snacking portfolio – Multigrain Chips

    Longest IPL ad break from Too Yumm!

    By A Correspondent

     

    https://www.facebook.com/TooYumm/videos/423226058150299/

    Guilt free Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched what is being billed as the ongoing Indian Premier League’s IPL’s longest ad thus far for its snacking brand Too Yumm!

     

    Endorsed by the Virat Kohli, the ad unveils the latest addition to Too Yumm!’s healthy snacking portfolio – Multigrain Chips.

     

    Said Anupam Bokey, VP Marketing (CMO) RP-Sanjiv Goenka Group: “Though fast growing, Too Yumm! is still a very young brand and therefore our immediate objective is to build brand awareness and quality engagement. We have been doing this successfully by disrupting the snacking space in India with healthy innovations and engaging yet well targeted campaigns. With IPL being one of the biggest and most relevant media events, we chose this as our primary platform to launch our latest innovation, Multigrain Chips”.

     

    Added Garima Khandelwal, Executive Creative Director – Mullen Lintas said: “Our singular objective through this campaign was to heighten the fact that eating fried chips is bad for your health, by offering consumers a healthier alternative with Too Yumm! Multigrain Chips. We pulled on the emotional factor of fans feeling disheartened by Virat Kohli consuming what they thought was an unhealthy snack. The fact that Virat doesn’t indulge in or endorse junk food made the fans’ reactions all the more plausible in launching yet another tasty and healthy snack from the brand’s portfolio.”