MxMIndia

Tag: ITC Limited

  • Popular singers lend their voice to this multilingual tribute to the country

    B Natural celebrates India in digi campaign

    By A Correspondent

     

    ITC’s B Natural Fruit Beverages in collaboration with Alive India, has released a multilingual music video celebrating the power of India and showcasing the diversity of its talent and resources. Through its narrative, B Natural celebrates the idea of ‘One Nation One Music’ and promotes the feeling of Indian-ness.

     

    Commenting on the initiative, Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited, said: “This musical ensemble very aptly reflects B Natural’s ethos of celebrating Indianness, an attribute which the Brand takes pride evidenced by our proposition as we bring to consumers the fruits of the labour of our Indian farmers through our beverages.  We hope this video inspires the feeling of pride and gratitude among the consumers towards our country and help build this ethos.

     

     

  • Brand Ambassador Sara Ali Khan communicates the mood fragrances mapped handwashes in an ad campaign promoting the launch

    ITC launches hand-washes with mood fragrance technology

    By A Correspondent

     

    Fragrance can affect and change one’s mood. This has been at the core of design and technology for Fiama’s portfolio of personal hand washes. The fragrances have been developed through extensive research and mood mapping consumer studies. This includes indirect and direct mood scaling techniques and mapping of brain wave patterns through electroencephalogram.

     

    ITC’s Fiama Brand Ambassador Sara Ali Khan communicates the mood fragrances mapped handwashes in a new ad campaign promoting the launch.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited: “Innovation is an essential aspect of progress and Fiama is one such personal care brand that has taken the lead in innovative thinking, research and development since its inception. The mood fragrance technology enabled Fiama Hand washes not only makes hands softer but also propels the category to a new experiential zone beyond the basics of germ kill.”

     

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, India: “It’s fresh, it’s fragrant, it’s fun, it’s the new range of hand washes from Fiama. As this is the brand’s maiden foray into the hand wash category, we wanted the communication to cleanly [no pun intended] capture the feeling that using these products will leave people with. So we’ve kept it graphic and simple – and we hope watching it will make people as happy as using Fiama Hand Wash will make their hands.”

     

     

  • Presents a unique communication series to amplify hand hygiene

    ITC Savlon joins hands with Boman Irani

    By A Correspondent

     

    Health brand Savlon announced its new brand ambassador, actor Boman Irani, for its hygiene portfolio.

     

    Speaking on the occasion, Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, said: “Savlon believes in inculcating change in behaviour, it is important to engage in a dialogue and enable everyday conversations. We are delighted to have Boman leading the hand hygiene conversation with children. The conversational repartee in the affable humourous exchange, highlights the core brand message of hand hygiene along with convenience and affordability.”

     

    Commenting the campaign, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officer, Ogilvy (West), added: “Boman Irani is one of the finest actors of our times. Witty, approachable and authentic, he is the perfect fit for our new Savlon Handwash campaign. A series of ads that bring out the serious benefits of our handwash, in a quirky manner. His intuitive comic timing and his disarming banter with the kids, make these little stories so watchable.”

     

     

  • The fragrance has been launched through a new launch campaign that interprets its sensual notes

    Essenza Di Wills promotes Mikkel Verde via latest campaign

    By A Correspondent

     

    ITC’s fragrance brand Essenza Di Wills has introduced Mikkel Verde, a new evening wear fragrance for men.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited: “Mikkel Verde embodies a fine balance between enigma and elegance. This newly launched fragrance is a unique addition to the repertoire of Essenza Di Wills’portfolio of fine fragrances. The experience of Mikkel Verde has been interpreted by Denzil in an intriguing film that explores and celebrates the eternal quest for adventure.”

     

     

  • Ropes in Bhumika Chawla as the Brand Ambassador

    ITC gets Bhumika Chawla to endorse Mangaldeep

    By A Correspondent

     

    ITC’s incense stick brand Mangaldeep has launched its latest campaign depicting everyday conversations with god with Bhumika Chawla as the protagonist.

     

    Speaking about the campaign, Ravi Rayavaram, Chief Executive, Agarbatti & Safety Matches business, ITC Limited, said: “Mangaldeep’s ‘Conversation with God’ campaign reflects the spiritual core of every Indian. Devotion, prayer and invoking good for everyone, is a way of life for many.   This simple life truth promoted by Mangaldeep through its recent campaign is rooted in its core brand philosophy of enabling every individual’s pursuit of devotion. Bhumika Chawla, personifies the life of every Indian woman and the challenging morning moments in her life. She reflects the simplicity and purity of Mangaldeep.”

     

    Added Vivek Shenoy, Principal Consultant, R K Swamy BBDO: “The brand intent of this campaign is to deeply entrench itself in the everyday prayer space and with this commercial, we wanted to communicate how the magic of Mangaldeep’s fragrance makes this the perfect prayer moment. Unlike in a temple where there is a devotional ambience, in her everyday prayer space, the consumer struggles to connect with god unperturbed. In today’s day and age, prayer is often rushed, distracted and mechanical…even when we sit down to do it, a parallel monologue runs in the head that has nothing to do with connecting with the divine. The right fragrance can transform the mental state, creating the climate for that connection.”

     

     

  • Multi-media campaign in Braille to enable outreach and communication of the initiative

    Wavemaker executes initiative for ITC Savlon

    By A Correspondent

     

    On World Sight Day, Savlon introduced Braille-enabled packs of Savlon Antiseptic liquid. Wavemaker strategised and implemented a multimedia campaign to enable outreach and communication of this first ever initiative.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited: “In line with ITC’s commitment to serve a larger societal purpose and to create enduring value for all stakeholders, Savlon celebrates World Sight Day with this unique first of its kind braille enabled packaging in the FMCG space. The initiative is a determined step forward to create a more equal and inclusive society by enabling access. “

     

    Speaking on the campaign, Kartik Sharma, CEO, Wavemaker – South Asia, added: “It is rare to see brands changing their packaging to support such a noble cause and creating opportunities by enabling access to the empower visually impaired individuals. I am extremely moved to be a part of such pioneering initiatives. We have tried our best to bring alive this noble cause through various media innovations, consumer programs which will make the entire consumer journey experience much more real.”

     

     

  • A brand campaign featuring Kajol underlines and celebrates the value of goodness as instilled in us by mothers

    ITC re-launches Charmis with a TVC

    By A Correspondent

     

    ITC has given its brand Charmis a fresh new look. A new TV campaign that captures the values and essence of the brand – ‘Achchaai Jo Chehre Par Nazar Aaye’ has been rolled out to celebrate the change.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited: “It is a moment of pride for us to reintroduce Charmis, a brand that has been loved by consumers for over eight decades, in a fresh new look. We are excited to introduce a great new sensorial with SPF 30 and above all with a delightful new TV campaign. The brand presents the core thought in an engaging manner and I must appreciate the great work done by the director, Ram and the entire creative team at Contract.”

     

    The TVC has been developed by Contract and directed by film director Ram Madhvani of Equinox.

  • It highlights a simple moment of truth that every individual relates to

    Savlon gives mothers their due in latest brand campaign

     

     

    Savlon, ITC’s leading health and hygiene brand, has unveiled its new brand campaign, ‘Bharosa Maa Sa’.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited:“It’s a lovely film. It makes mothers and children share the same emotion of love and trust.  The film stays true to the core brand promise of performance power and the healing touch of mothers.”

     

    The film directed by Shashank Chaturvedi of Good Morning Films is a montage of athletes, the pain they go through and the two things that keep them going – Mother’s love and Savlon. The TVC brings alive the narrative of gentle love and warmth of a Mother and Savlon’s promise of effective care.

     

    Added Kainaz Karmakar and Harshad Rajadhyaksha, CCO, Ogilvy & Mather:“The power of the film lies in the human insight that the first person we think of when we get hurt is our mom. Savlon salutes the healing power of mothers, because moms know how to heal with love and gentleness. This truth will connect across geographies and languages. Savlon shares some important qualities with moms. We heal powerfully and yet, gently.”

     

     

  • Lotus is well known for moisturisation, restoration of skin radiance and improving skin texture

    Vivel redefines pink with its unique Lotus Oil soap

    By A Correspondent

     

    ITC’s leading personal care brand, Vivel, launched the Lotus Oil variant of soap recently.

     

    The Vivel Lotus Oil TVC, portrays women from varied professions who have chosen to unshackle themselves from the stereotypes that impede choices.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited: “The Lotus flower is a symbol of strength and beauty. Much of its symbolism evolves from the way the lotus blooms in spite of its environment and adversities.  This is in line with Vivel’s philosophy and our endeavour to bring in world class products to the Indian market.”

     

  • A cool and uniquely new way to engage in the new language of love anytime, anywhere

    ITC’s next is the innovative Engage ON pocket perfumes

    By A Correspondent

     

    ITC Limited has unveiled an aggressive promotional plan for its handy perfume Engage-On.

     

    Speaking about the launch, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited said, “Engage On is an innovation in the category of perfumes. The Pocket Perfumes developed for the youth is designed around the core benefits of desirability, affordability and convenience. Crafted by international fragrance experts, Engage On offers an enormous opportunity to educate and drive the growth of perfumes.”

     

    The communication illustrates the brand philosophy and defines Engage On further. Directed by AbhinayDeo and music composed by DhruvGhanekar, the film highlights the brand proposition of playful chemistry with Engage On bringing in the confidence of smelling great anytime, anywhere.

     

    Commenting on the creative, Tista Sen, SVP & National Creative Director, J. Walter Thompson said: “A pocket full of perfume is what the new Engage communication promises. The ‘must have’ for every young couple getting to know each other a little closer. The secret is theirs alone and the viewers and that’s what makes it enjoyable. With this new product innovation, perfume needn’t be just what sits on your dressing table but something you can carry with you. And use it anytime, anywhere. It’s romance on the go and that’s what the TG will identify with.”

     

    “A perfect little innovation by ITC. It was so much fun working on the pocket campaign. The TVC gives us a glimpse into a sweet little love story between two young people. The fun is that only the viewer knows their secret, which is engage pocket perfumes.” added Simone Patrick, Senior Creative Director, J. Walter Thompson.

     

  • 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 GroupM agency lost the Rs 250 Titan account to Madison in Feb, but this is a big win

    Maxus wins ITC from Madison

     

    By A Correspondent

     

    Early in February this year, GroupM agency Maxus lost the Rs 250-odd crore account to Madison. And now it has got back and grabbed the coveted Rs 550+ homegrown cigarettes-to-hotels-to-food products conglomerate ITC Limited from Madison.

     

    As has been known, the account has been bagged in a fiercely contested pitch with five contenders in fray: Madison, GroupM (Maxus), IPG Mediabrands (Lodestar UM), Dentsu Aegis Network (Carat) and Publicis Media.Madison had bagged the ITC account in 2010.

     

    In the last lap, it’s said that other than Madison, Maxus and IPG were in the fray. ITC officials are reported to have visited the Maxus and IPG offices for detailed discussions and an evaluation.

     

    Like it was done with Madison in 2010, Maxus will also set up ‘Team ITC’ a dedicated team to service the business.

     

    The Media AOR will move to Maxus with effect from April 1. According to information received, Madison was informed of the move last week.

     

    Said Kartik Sharma MD of Maxus, South Asia: “We are excited and humbled to be chosen by ITC to be their media partner. We have huge respect and admiration for ITC in the way they have built their business and brands. We are confident that through our consistent investments behind cutting edge tools and a diversified talent pool across data, digital and content we will help deliver competitive edge to ITC for their future growth”

     

    Added CVL Srinivas CEO GroupM, South Asia: “We are delighted to be chosen by ITC as their media agency partner. This win comes as a huge recognition that we are on the right path as far as future proofing our business is concerned in an otherwise highly commoditised media industry. The investments we have made in talent, technology and data are helping us keep our clients ahead of the curve. We look forward to partnering ITC on its next phase of growth”.

     

    Over the years, GroupM as a whole and Maxus specifically have upgraded themselves in technology-led solutions. Last year,  ‘Maxus Kaleidoscope’, a mood-based planning tool was launched. This is Maxus India’s second initiative on behavioural mapping, the first being Moribus, a behavioural sciences lab by a media agency.

     

    Maxus also launched ‘Mesh’, a marketing command centre and dialogue engine, in partnership with Singapore-headquartered social media marketing firm Vocanic. Last year, the agency partnered with Bengaluru-based IoTBLR for pervasive computing. Then there is innovation technology consulting unit ‘Maxus Metalworks’ which is now in the country.

     

    ITC Limited is headquartered in Kolkata, with five diversified business segments: Fast-Moving Consumer Goods (FMCG), Hotels, Paperboards and Packaging, Agri Business & Information Technology. The pitch was for the entire media mandate of the company across categories, for both urban and rural markets.

     

    While operations for ITC are generally done from Kolkata, Bengaluru and Mumbai, it is rumoured that it is likely that part of the ITC’s business operations may relocate to Mumbai in the near future.