MxMIndia

Tag: Interface

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    Ad Strat: Mahindra XUV500

    Robby Mathew, NCD, Interface

     

    Name of the Campaign/Ad: Mahindra XUV500 Stories

     

    The Brief:

    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, the British humour. The ad, with its over-the-top plot, different narrative style, and lastly the action and setting tries to reflect this.

     

    Research insights:

    Actively seeking out new experiences is a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

    The thought process behind the creative:

    People who have travelled a lot, seen different places, done different things are interesting people. 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. The tag line of the brand is not just a tagline but a wish/blessing: may your life be full of stories.

     

    It is a wish that you live a very rich, very fulfilling life. A life so full and interesting that it is worthy of a story. And that is the life the brand wishes for you.

     

    Media vehicles chosen: TV, press, digital, outdoor

     

    Key issues kept in mind while executing the ad:

    International production values, exotic location, 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 it.

     

    Does the treatment do justice to the brief?

    Yes, it does

     

    What is the differentiating factor about the ad?

    The plot, the treatment and the action.

     

  • Lowe Lintas has bagged the creative mandate for Videocon D2H and UltraTech Cement

    First on MxMIndia: Lowe Lintas wins Videocon D2H and UltraTech creative biz

    By A Correspondent

    It’s high five time at Lowe Lintas. MxMIndia learns that Lowe Lintas has bagged the creative mandate for Videocon D2H, direct-to-home (DTH) service provider arm of Videocon Group and UltraTech Cement. Although there is no official confirmation of the news, reliable sources have affirmed that the deed is done. The incumbent for Videocon D2H is Publicis Ambience whereas for UltraTech it is Interface.

     

    The creative pitch for UltraTech was called last year and had seen the participation of agencies such as Lowe Lintas, McCann Erickson, JWT and Mudra.

     

    Videocon d2h is a pay TV provider, providing direct broadcast satellite service—including satellite television, audio programming, and interactive television services—to commercial and residential customers in India.

     

     

    Part of the Aditya Birla Group, UltraTech Cement one of the largest exporters of cement clinker in India. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle East.

     

    It may be remembered that last year, Lowe Lintas had undergone a restructuring as Charles Cadell CEO India bid adieu to the agency. It brought in the dual NCD structure with Amer Jaleel and Arun Iyer as the head reporting to R Balki, Chairperson of the agency. And then Joseph George was elevated to the post of CEO. Meanwhile, the agency has been consistently pocketing new businesses. It has won creative mandate for Suzlon, 3M and iProf among others. The agency has also been in the news for its recently created campaign for Suzlon titled p.a.l.s (Pure Air Lovers Society) and Idea Cellular’s population control campaign – 3G pe India busy.