MxMIndia

Tag: Interface Communications

  • Nivea highlights the essential need for skincare especially during the festive season

    With winter setting in, Nivea’s ad for new hand cream

    By A Correspondent

     

    With the festival of lights around the corner, skincare brand Nivea has launched its first ever hand cream range in India with a new digital film called ‘Busy Hands’ focusing on the importance of hand care this Diwali.

     

    Speaking on the new campaign, Sachin Killawala, Director – Marketing, Nivea India said: “Our hands are how we interact with the world around us. They are exposed to more sun, weather, rough surfaces and other harsh cleansing products than any other part of our body. We also express ourselves the most with our hands and yet we tend to neglect them. As we move into the time of festivities with an abundance of planning and bonding with family and friends, the hands are the most exposed yet, not cared for part of the body. With this, NIVEA, as a complete skincare brand, is enabling consumers to take care of the most important part of our body during the most important festival of our lives.”

     

    Added Robby Mathew, National Creative Director – Interface Communications: “Our attempt with the NIVEA Hand Cream film was not to celebrate the festivals, but to celebrate the hands that are so busy making those festivals special. Since we were launching the hand cream category in India, we wanted to create something that was visually stark and stood out from a sea of other festive ads. The treatment of super-slow motion shots of the hands juxtaposed against quick, high energy festive shots give the film a fresh energy and make it an interesting watch.”

     

     

  • The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel

    Ajay Devgn demonstrates Mahindra Blazo’s core attributes in new campaign

    By A Correspondent

     

    Automotive Giants, Mahindra and Mahindra Limited recently launched its range of trucks – Blazo. This is supported by a new TV campaign featuring Bollywood star Ajay Devgn created by Interface Communications.

     

    The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel. He then goes on to talk about the guarantees given by Mahindra Blazo.

     

    Mahindra launched this new range of trucks after an intense research on trucks and Indian transport. Based on its findings, Mahindra came out with the FuelSmart technology that comprises a powerful mPOWER engine and a multi-modal switch that helps the driver choose between Heavy mode, Turbo mode and Light mode based on the load and road conditions.

     

    Speaking on choosing Ajay Devgn as the brand ambassador, Rajeev Malik, Senior General Manager, Mahindra Truck and Bus Division said, “This film is all about exuding sincere confidence. We felt Ajay Devgn does exude sincere confidence in his own style. He is also very close to the Mahindra DNA in terms of a very masculine personality.”

     

    On the creative execution of the commercial, Joemon Thaliath, COO, Interface Communications said “The task for creative was to translate this excitement and confidence to truckers and people at large.”

     

    Robby Mathew, CCO, Interface Communications added “The challenge here was to match the directness of the message with Ajay’s understated style. I must say that the director Aloke Shetty has pulled it off very well.”

     

  • The new TVC captures the camaraderie and innocent mischief that underlines the relationship shared by two sisters

    Cadbury Oreo inspires consumers to have more fun

    By A Correspondent

     

    Staying true to its mission of unleashing imagination and playfulness in consumer’s lives, Cadbury OREO has launched a new television commercial riding on the brands philosophy of ‘Play with OREO’.

     

    The new TVC captures the camaraderie and innocent mischief that underlines the relationship shared by two sisters. The sisters try to compete with each other while displaying fun and creativity as they play with OREO. The TVC highlights that there is no limit to what your imagination can do when you play with OREO.

     

    Sharing his thoughts on this new TVC, Chella Pandyan, Associate Director, Biscuits India and Kids Fuel AP, Mondelēz International said, “Fans across the world have always found ways to inspire play with OREO in a number of unique ways by twisting, licking and dunking the cookie. The new ‘Play with OREO’ TVC highlights how the spirit of play enlivens and uplifts everyday moments. It inspires consumers of all ages to enjoy OREO by tapping into their imagination and expressing their fun and playful side. Like with our previous OREO TVCs, we are certain that consumers will connect and love this campaign.”

     

    Robby Mathew, Chief Creative Officer, Interface Communications said, “Sibling relationships aren’t just about love and care. There’s plenty of one-upmanship and showing off too. So in these spots we chose to celebrate this aspect of the sibling dynamic. And zero in on moments that not only were interesting but also ring true.”

     

    Added Joe Thaliath, COO, Interface Communications, “Our endeavor is to engage our fans in rejoicing every day, playful moments. And take forward the ‘Play with OREO’ platform. The new OREO TVC campaign succeeds in that endeavor by showcasing endearing stories, where siblings bond as they invent exciting new ways of playing with OREO. We are amplifying this campaign on digital with rich content as well.”

     

    This new TVC will be launched nationally from August 17th and will be aired across all key channels.

     

  • An initiative where mountain bikers and local villagers came together to save the mountain

    Interface unveils campaign to ‘Save the Mountain’

    By A Correspondent

     

    Interface Communications along with Fuji Bikes has created a campaign to save the mountains, which are a rich source of natural resources. Mountain bikers and local villagers came together to execute this bold idea – they built a temple on the mountain. Both of them share a common love for the mountains – one for their love of the extreme terrain it provides and the other because of the spiritual meaning a mountain holds.

     

    Unfortunately, in many rural parts of India, the surrounding mountains are being destroyed for their natural resources and to make space for new industrial developments. The stone that is mined from the mountains is used for road building and other infrastructure activities. And the space created by mining out the mountains is used for commercial or residential purposes. The most affected are the poor villagers and tribes who not only live in the vicinity of the mountains but also worship them.

     

    In a country like India where religion is a super-sensitive issue, no one would dare to break a temple. And one cannot destroy the mountain without destroying or damaging the temple. Hence the mountain is saved!

     

  • The TVC brings alive Blue Star’s new brand proposition – Nobody cools better

    Interface creates new TVC for Blue Star

    By A Correspondent

     

    Blue Star has unveiled a new TVC for its inverter range of home air conditioners. The TVC brings alive Blue Star’s new brand proposition – Nobody cools better. The film is set in a home where the guests have just left and the tired host and hostess are looking forward to some much needed rest when they notice something amiss. Unknown to them, some guests have overstayed. The reason? Blue Star’s incredible cooling.

     

    B Thiagarajan, Executive Director & President- AC&R Products Business, Blue Star, said: “The differentiated value proposition to the residential audience over the last few years has been ‘Get office-like cooling at home’ which leveraged Blue Star’s expertise in cooling offices. Given the fact that Blue Star is now well entrenched in the residential segment with an overall 9 per cent market share in Room ACs, we felt it prudent to communicate a new value proposition of ‘Nobody Cools Better’ which highlights our unmatched expertise, experience and deep understanding of the science of cooling. Our tone continues to be premium, modern and aspirational and this TVC will help us further strengthen our equity amongst the discerning home buyers.”

     

    Niteen Bhagwat, Executive Director, Interface Communications shared, “A powerful consumer insight ‘People not wanting to leave a well-air conditioned room’ delivered in a style that breaks the category clutter and is a welcome departure from the sameness of air conditioner advertising. The client team and the agency took a risky bet and the research tells us that consumers love it.”

     

    Robby Mathew, National Creative Director, Interface Communications said, “The creative idea of ‘blending in’ was a mother to execute. Shot live with minimal CG, the end result does justice to Blue Star’s quirky advertising.”

     

  • The ad highlights the sheer delight of experiencing the Blue Star inverter AC

    Daddy Cool does it for Blue Star

    By a correspondent

     

    It vowed the consumers with its ‘Get office like cooling at home’ proposition last summer. AC brand Blue Star has once again taken that route to get the consumers to take a liking to the brand.

     

    This time around, the TVC shows a serious looking boss dancing around in the office, to the Daddy Cool tune by Boney M. The music stops abruptly when he steps out of the office and so does his ‘cool’ dance. When he reaches home, the song and dance resumes. With the voice over saying: “Cool in the office, cool at home.”

     

    Girish Hingorani, GM – Corporate Communications & Marketing, Blue Star, said, “The market for inverter ACs is showing promising signs of growth. Significant power savings, intelligent features and perfect cooling are likely to make this technology the future of room ACs. Being leaders in office cooling, we realise that it’s a matter of time before this category catches the fancy of the home buyer. This ad highlights the sheer delight of experiencing the Blue Star inverter AC and will help us reinforce our expert image.”

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications said, “Blue Star’s advertising has always been quirky. And this one is no different. A corporate type who can’t dance to save his life, breaks into some ‘ludicrously cool’ dance steps in the office and then at home. All to make the point that Blue Star is the company that offers office like cooling at home!”

     

  • Cadbury India, a part of Mondelez International, has announced the launch of a new TVC campaign for Oreo Choco Creme

    Cadbury India launches Oreo Choco Creme’s new TVC

    By A Correspondent

     

    Cadbury India, a part of Mondelez International, has announced the launch of a new TVC campaign for Oreo Choco Creme. Showing the playful relationship shared by two brothers, the ad campaign captures the essence of the brand – a complete chocolaty treat.

     

    Developed by Interface Communications, the ad is based on the insight that consumers love Oreo for its delicious chocolaty sandwich experience. It shows two young boys, a teenager and his inquisitive little brother, enjoying Oreo Choco Creme and getting confused as to which is more chocolaty – the cream or the cookie. As there is cocoa in both the cream and the cookie, that’s one debate that they find impossible to win, and end up switching sides multiple times.

     

    Speaking on the campaign, Chella Pandyan, Associate Vice President – Marketing, Biscuits,  Mondelez International, said, “It’s well-established that chocolate is India’s favourite cream flavour. The TVC highlights the delightful dilemma the two brothers face.”

     

    Robby Mathew, National Creative Director, Interface Communications, added, “The campaign idea banks on the unique relationship that siblings share. What starts off as a coach-student relationship turns into one of equals, as they together discover Oreo Choco Creme’s double chocolaty delight.”

     

  • In the creative business you don't need any qualifications to shine. The idea is a great leveller says Robby Mathew

    The Anchor: Robby Mathew on 6 reasons why life of a creative is different from that of others

    By Robby Mathew

     

    1. Most jobs are about patterns where the endeavour is to master the pattern. You do the same thing repeatedly till you are good at it. In creative, every day is new. You don’t know what marketing problem is going to be thrown at you. You have to relearn everything, every single day.

     

    2. Creative is the business for young people. In creative you start ‘losing it’ as you grow older, unless you make a conscious decision to stay young/ stupid/curious/eager/brave.

     

    3. Creative people have to be complex (like the colour white which includes all colours). Creativity allows for paradox, light, shadow, inconsistency, even chaos – and creative people have to experience extremes with equal intensity.

     

    4. Here in this field you can give birth to an idea, nurture it and make it big. And then, like a proud parent, you can show it to the whole world. How many other careers can offer that???

     

    5. In the creative business you don’t need any qualifications to shine. The idea is a great leveller.  A college drop out with a fertile mind can outshine a business school star in no time.

     

    6. In creative, you are only as good as your last job. Nothing keeps you on your toes like a job in any creative function.

     

    Robby Mathew is NCD, Interface Communications

     

  • Interface creates a goes ahead and creates a slightly 'bold' campaign for Mahindra SUV.

    New campaign dares to highlight Mahindra SUV ‘masculinity’

    By Shubhangi Mehta

     

    Mahindra’s new SUV Campaign, ‘Stories’ created by Interface Communications focuses on the ‘masculinity’ of Mahindra with an extreme but engaging story.

     

    The campaign actively seeks out new experiences that become a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more, is what the campaign focuses on.

     

    The media vehicles chosen for the same are TV, as of now, and going forward the campaign will also focus on press, digital and outdoor.

     

    On being asked about the ‘bold’ avatar of the campaign, Mr Robby Mathew, NCD, Interface said: “Here is a vehicle that doesn’t look like any other SUV in the country. It is truly a global vehicle. Its design and technology rivals the very best in its category, anywhere in the world. Hence the edgy idea and the British humour. The ad, with it’s over the top plot, different narrative style, and lastly the action and setting tries to reflect this”.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

    The creative idea revolves around ‘interesting people’ who have stories to share.

    People who have travelled lot, seen different places, done different things, in short are interesting people and they have interesting stories to tell. They are the life of any party or get together. Everyone wants to listen to them. They take us out of our mundane existence and promise us a life that we could live if we only we had the courage and desire to. Hence the creative idea of stories.

     

    In fact, the tag line of the brand is not just a tagline but a wish/blessing which says “may your life be full of stories”. It is a wish that you live a very rich, very fulfilling life. And that is the life the brand wishes for you.

     

    Mr Matthew added: “International production values, exotic locations, never seen before car shots – unlike other car ads where the car shots are smooth and romance the car slowly – here the shots resemble the action scene in a Hollywood film: ‘edge of the seat’ treatment is how I will describe this campaign and this is what makes it different from others”.