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Tag: Harpreet Singh Tibb

  • This campaign tells people to make that first move towards achieving their dreams by starting their day healthy with a balanced breakfast

    Kellogg kick-starts ‘Bade Sapno ki Sahi Shuruat’ campaign

    By A Correspondent

     

    To limit people from skipping breakfasts and build a healthy nation, Kellogg’s has launched its campaign that spells the core objective of ‘Bade Sapno ki Sahi Shuruat’ with a thought provoking TVC.

     

    It is a well versed fact that the most important meal of the day is our breakfast, yet it is skipped most often owing to our mundane activities taking precedence. This campaign tells people to make that first move towards achieving their dreams by starting their day healthy with a balanced breakfast.

     

    Speaking on this campaign, Harpreet Singh Tibb, Director of Marketing, and Kellogg’s India said, “India is a developing country and has people full of aspirations. They dream big, but unfortunately ignore the importance of starting right and this is reflected in their breakfast habits where most of them don’t give a right start to their day. We at Kellogg’s thought of becoming a part of their journey and launched our new campaign: ‘Bade Sapno Ki Sahi Shuruat’. With this we aim to educate everyone, that a solid, nutritious, grain based start of the day is the way forward and first step to making one’s dream come true. We are aiming at converting dreamers into achievers.”

     

    On creative front, Nandita Chalam’s, Executive Creative Director, JWT shares, “Bade Sapno ki Sahi Shuruat is the idea of our latest campaign for Kellogg’s Masterbrand. India is a land of dreamers and achievers. But most are unable to identify the right start.  Through our campaign, we are encouraging them to begin the day with the right start by eating a nutritious breakfast every morning. In our TVC, Saina Nehwal, our new brand ambassador, exhorts every young Indian with dreams to give them the right start by eating a Kellogg’s breakfast every morning – just like she does.”

     

    The TVC is a part of the larger 360 degrees campaign that will eventually reach out to people to not only provide fuel for their daily nutrition needs, but also fuel their dreams.

     

  • In addition, to drive product trials, the brand has activated a mass sampling exercise targeting 1 million consumers

    Kellogg’s Muesli launches new print ad campaign

    By A Correspondent

     

    Kellogg’s Muesli has unveiled its new print ad campaign designed to appear like an Instagram post. Through this innovative ad, the brand endeavours to go beyond merely showing the food and bringing alive the experience of the sensorial journey that this tasty breakfast offering takes you on. In addition, to drive product trials, the brand has activated a mass sampling exercise targeting 1 million consumers.

     

    Through the new innovative design, the print ad aims to bring alive the product and give consumers the real ‘taste experience’ of Kellogg’s Muesli. The brand roped in renowned international food photographer, Stephen Clarke to bring to life the sensorial delight of enjoying the food. The attractive shots capture the multi-grain-cereal toasted to crisp perfection and garnished with rich inclusions like fruits and nuts. They are meant to highlight the appetizing features of the product and draw consumer reaction of desire to experience the multi textured taste of the food.

     

    Speaking at the launch of the campaign, Harpreet Singh Tibb, Director of Marketing, Kellogg India, said, “Kellogg’s Muesli is a multi-grain multi textured breakfast that is a unique food experience in itself. Through the new campaign of Kellogg’s Muesli, we are attempting to take consumers on a sensorial journey that will demystify our Muesli food and the consumers will enjoy. The ad which imbibes the look and feel of an Instagram post raises interest levels with its appealing food shots. It captures the varied textures and flavors of the food making it visually delightful and tempting to consumers”.

     

    A big part of the campaign is sampling to induce trials. In this regard, Kellogg’s Muesli has kicked off an on-ground sampling exercise where the plan is to do 1 million samples.  “At the point of sales to bring alive the campaign and demystify the food for shoppers in the store, the brand has partnered with Blippar, the augmented reality platform. This augmented reality campaign is a first of its kind in the FMCG space in India.  Through this campaign, we aim to communicate the core proposition of Kellogg’s Muesli being the tastiest breakfast option for young working adults”, he further added.

     

  • The new integrated campaign highlights a relationship of equals between mother and child

    Kellogg’s takes the ‘Khuljaye Bachpan’ route for Chocos

    By A Correspondent

     

    Kellogg’s Chocos has launched a new campaign ‘Khuljaye Bachpan’. This campaign highlights the win-win equation between mother and child, where they learn and grow together. Buddy parenting makes way for some unforgettable moments between mother and child and through ‘Khuljaye Bachpan’, kids and mothers have a symbiotic, fun relationship over Chocos which enables the child to unlock happiness in their childhood. The campaign motivates mothers to nurture intimate, fun relationships with their kids throughout their childhood.

     

    Speaking about this initiative, Harpreet Singh Tibb, Director of Marketing, Kellogg India said, “Our new campaign “Khuljaye Bachpan” is built on the insight that parent-kid relationships have now evolved into a relationship of equals. Parents learn from the kid as much as they teach them. Kellogg’s Chocos is kid loved and mom approved because of its chocolaty taste and roti-like benefits. It creates those precious moments where the mother and kid bond. These moments create a happy and memorable childhood, a childhood that is uninhibited and allows the kid to discover the joy of growing up. Chocos as a brand celebrates uninhibited childhood and over the next few months we will be creating many such platforms that allow mom and kids to bond better.”

     

    The campaign TVC features brand ambassador Juhi Chawla portraying the role of a buddy mom to her kid. She shares a friendly equation with her son who has just lost in a video game and boosts his confidence by saying that “Harna jeetna is all part of the game”. The TVC then reveals an interesting twist that he has lost the game against his mother, played by Juhi, and she has learnt all the moves from him. It reiterates that Kellogg’s Chocos creates moments of happiness, where mother and child learn fun things together.

     

    The TVC will be supported by 20 second testimonials by celebrity moms sharing their ‘Khuljaye Bachpan’ moments with their kids. Viewers will also witness celebrity moms inviting real life stories from mothers bonding with their kids. Viewers will be encouraged to share their own ‘Khuljaye Bachpan’ stories, which will then be recognized by the brand through gratifications.

     

    Commenting on the latest campaign, Nandita Chalam, Vice President & Executive Creative Director, JWT said, “Modern parenting is all about letting children have an uninhibited childhood. Our new campaign philosophy for Kellogg’s Chocos reflects this – ‘Khuljaye Bachpan.’ We brought this alive by showing a new trend in families – today, it’s not just children who learn from their parents but parents also learn a lot from their children. As part of this campaign, Juhi Chawla invites other parents to share such stories of learning from each other. Digital and activation legs of the campaign are all built around the same thought of ‘Khuljaye Bachpan’.”

     

    The campaign is an integrated promotion campaign comprising of amplification across TV, digital and on-ground to engage with mothers and children.

     

  • Metros, airports and entertainment centres fast becoming marketing hubs

    The new marketing hotspots

     

    By Amit Bapna

     

    Sometime in May this year Samsung did a first ever?by rebranding one of the busiest airport terminals in theworld UK’s Heathrow Terminal 5 as ‘Terminal Samsung Galaxy S5’ to promote their latest flagship phone the Galaxy S5.

     

    Closer home in one of the busiest and richest commercial hubs of the country, the Gurgaon Rapid Metro opened its stations not just to commuters tired of dealing with the city’s famously whimsical rickshaws and time consuming traffic snarls, but to brands. The Cybercity station became IndusInd Bank Cybercity.

     

    Others on the metro line are MicroMax Moulsari Avenue, Vodafone Belvedre Towers and Airtel Phase 3. The soon to be launched Andheri – Ghatkopar corridor of the Mumbai Metro is also going to be marketer friendly. For advertisers, these ambient media vehicles represent a surge of opportunities both for branding and cold hard business, even if they are seemingly expensive

     

    As per industry sources, the station naming rights for the rapid metro have been sold at anywhere upwards of Rs 30 lakh per month for a period of two to three years.

     

    Not content with painting the Cybercity station in brand colours and naming rights, IndusInd is also setting up a fully digitised branch – the bank’s first – inside the station premises.

     

    In addition, for a certain number of days, brand promotions can be done inside the station to engage commuters. As per Mohit Ganju, head – marketing and communication, IndusInd Bank “Gurgaon is one of our high priority markets and venues for a high decibel branding property is limited.

     

    The Rapid Metro was the best possible opportunity.” The brand plans to evaluate similar opportunities in other key markets.

     

    In the case of Vodafone which also has station naming rights, the tie-up fetches the telecom player exterior visibility at a prime location, retail business space on the platform, and an experiential marketing setup complete with interactive design elements.

     

    Explains Ronita Mitra, senior vice president, brand communication and insights, VodafoneIndia,”We needed to strengthen the brand in Delhi-NCR in an innovative way and Vodafone Metro station was a unapt fitment.”The brand has kept the overall design theme around the key promise of Vodafone 3G of being – Faster. Smarter. Better –  which it claims dovetails into the many virtues of the metro rail system.

     

    While the brands get a medium for unique advertising opportunities, for the capital-intensive metro it provides quicker ways to monetise. It is a known fact that long periods of time are required to breakeven and globally metro services have started looking for non-fare revenue opportunities.

     

    Dubai Metro was the first project in the world to sell station-naming rights and others have followed suit. Two things that make metro branding stand out according to Aman Nanda, executive vice president, Times OOH are: most of the metro passengers are regular travellers and advertising here gives brand the opportunity to communicate a story 365 days a year. Secondly, metro offers high dwell time – image captivated audience inside the metro station – who can be engaged, he adds.

     

    Sanjiv Rai, CEO & MD, Rapid Metro Gurgaon is very gung-ho about the potential of the medium having been a part of the Bombardier, the company that built and launched the Las Vegas Monorail as well as opened it up for branding.

     

    Drawing a comparison with the IPL, the biggest branding event in the country, he says IPL takes place for only around 45 days in a year and when compared the metro train is a 365-day daily phenomenon drawing in the crowds many times over. A permanent station branded is that much more powerful as a medium, he adds.

     

    Of course like any other marketing programme, the key to a successful ambient media campaign is to choose the best media format available and combine it with effective message. Says Aneil Deepak, head of ideas, DDB Mudra “Branding is the easiest part. If you have spent that kind of money, you have to ride those investments.” The story starts the morning after the branding.

     

    This paradigm shift in ambient media is not restricted to airports and metros alone. The family entertainment centre brand KidZania is another instance of a disruptive ambient opportunity. Started in Mexico, the brand present across the globe with its 15 centres and in India currently in Mumbai, emulates the workings of a real city and each experience zone represents industries from the real world like private services, public services, entertainment,automobile, retail, restaurants, factories, etc.

     

    According to Viraj Jit Singh, chief marketing officer, KidZania, “To build authenticity to the experience each zone or establishment is made in conjunction with the brand partners to bring brands, services and products to life.” Brands across categories are looking at utilising the ambience to match their product portfolio. Kellogg’s has established the first cereal factory for kids worldwide at KidZania that offers kids an excellent role playing platform to understand the journey which simple grains undergo to reach from the field to their cereal bowls.

     

    Shares Harpreet Singh Tibb, marketing director, Kellogg India, “This initiative has helped us demystify cereals to kids and their parents and establish the brand’s solid nutrition credentials.”

     

    Not just kiddie brands but other category brands like Yes Bank and Hyundai are also enthused about the inherent possibilities in the ambience of the kids zone.

     

    For instance, Yes Bank has associated with KidZania to inculcate financial literacy in children and allow them to understand the value of money through a branch like set-up inside the centre. The auto brand Hyundai has established the first kids driving school and the dealership at KidZania premise, targeting the age group of 4-14 years, to introduce the young generation to safe and responsible driving.

     

    Informs Rakesh Srivastava, senior vice president, sales and marketing, Hyundai,”while the school allows kids to learn the responsibilities of driving as well as road and traffic safety guidelines, at the car dealership kids can become an auto sales consultant, or a car designer.”

     

    With media convergence happening across platforms, consumers are moving from first circle of connectivity of traditional media options to the second circle of ambient OOH. Agrees and adds Haresh Nayak, managing director, Posterscope Group India, “The future really is in Ambient 2.0 which brings in connectivity and engagement with consumer through technology and digital platforms.”

     

    Source:The Economic Times

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