MxMIndia

Tag: GREY group Bangalore

  • B Natural from ITC wants to put a spotlight on healthy habits in general, and fruit juices in particular

    Grey advert for ITC challenges the consumer’s belief about fruit juices

    By A Correspondent

     

    Grey Group has unveiled a TVC-led campaign for ITC Food’s recently launch B Natural.

     

    The commercial, conceptualised and executed by Grey India, challenges consumer’s longstanding notion that every juice they pick up is pure.

     

    Said Sanjay Singal, Chief Operating Officer, Dairy & Beverages, ITC Limited:“Team Grey has really addressed the challenge of communicating a product story in a refreshing and engaging manner using the yoga concept and leveraging our new brand ambassador”

     

    Added Gautam Bhasin, Senior Creative Director – Grey Group Bangalore: “The creative challenge was to deliver a strong message about other juices containing concentrate in an entertaining and effective way without losing its core essence. And having Shilpa Shetty add a twist to how we know yoga became the answer.”

     

    Added Vishal Ahluwalia, Vice President – Grey Group Bangalore: “The task for Grey was dual, launch B Natural 100% Pomegranate juice and bust the myth around juices with concentrate.  The common category belief is that all juices are made from fruit pulp. While we were disrupting the category the execution also had to be disruptive and visually delightful for the consumers to take notice. The campaign is surely going to make us think on how we perceive and receive juices and hopefully resolve the conflict by sipping onto a new pack of B’Natural 100% Pomegranate juice!”

     

  • The TVC is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life

    Scotch-Brite unveils campaign to promote Scrub Pad

    By A Correspondent

     

    Scotch-Brite has unveiled a new campaign to re-launch its, a unique wave shapedscrubber with the power of stain cutters.

     

    In a low involvement category with very little perceived differentiation, where many small players with similar looking green pads exist, it was important to communicate the superiority of Scotch-Brite scrub pad. Hence the agency’s starting point was to identify the one singular benefit and elevate it. An enormous amount of research, showed us that this key benefitis its long life.

     

    The TVC is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life. ‘The Legend of Scotch-Brite’ depicts a woman washing utensils when an old man comes and asks her for some water. The old man then transforms into a divine beingand pleased with the woman’s generosity of spirit, asks her what boon she’d like. The woman wishes for long life. But while granting the boon,the divine being gets distracted and the ray of light from his palm instead hits the scrub pad near her, the scrub pad turning into Scotch-Brite scrub pad – with really long life.

     

    Ram Jayaraman, Executive Creative Director, GREY group Bangalore says:“Scotch-Brite Scrub Pad is not just the category leader, but is the category itself. It’s the only scrub pad with Stain Cutters – innovative Alox particles that treat dirt like dirt. This pad lasts so much longer than other me-too green pads that it feels like a divine miracle. The film is a respectful – albeit entertaining – attempt to demystify the legend.”

     

    Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M says: “We have a superior product. Scotch-Brite Scrub Pad, with stain cutters and unique s-shape has a really long life. We needed an interesting way to communicate this benefit and our agency, GREY, brought this out quite beautifully with their funny, quirky script that all of us liked.  The result – a very interesting TVC communicating the product benefit in a way that is unique to this category.”