DSP Cement, the premium offering from Dalmia Bharat Cement stable, has unveiled a TVC to reinstate its positioning as ‘The Dhalai Expert’.The TVC has been created by JWT, Kolkata.
Speaking on the campaign, B K Singh, Senior Executive Director – Group Marketing, Dalmia Bharat Cement, stated: “Dalmia DSP is the coming together of the best technological innovation and highest product quality to deliver durability for generations. Dalmia DSP plays a critical role in the lives of people and will continue to provide progressive ideas and thought leadership for the industry. We are here to stay and build the new world.’’
Added Arjun Mukherjee, VP & ECD of J Walter Thompson, Kolkata: “To justify the superiority of Dalmia DSP Cement we decided to build on the futuristic platform. However, the challenge was also to give an emotional hook to a technology product. We took extreme care to play up the softer attributes of the robot, so that he exudes certain warmth and makes the entire proposition a lot more believable.â€
Absolute 100% Whey Protein by Parag Milk Foods Ltd has launched its digital film that inspires everyone to reconstruct themselves and adopt a healthier lifestyle. The digital TVC, conceptualised by J Walter Thompson, begins with montage of athletes sweating it out during training, and conveys the most prominent message in brevity—what you put inside your body is as important as what you put your body through.
Notes raditionally major consumers of sports nutrition products have been athletes and body builders. Increasing health awareness coupled with increasing number of health clubs and fitness centres is also provided the much need boost to the sports nutrition market in the country.â€
Forevermark has announced the launch of its ‘Credential Campaign’ that lists out to consumers, the benefits of buying a Forevermark diamond. The campaign also addresses the concerns of potential buyers and reassures them, that when they purchase a Forevermark diamond it is always the most beautiful diamond.
The campaign has been developed and conceptualised by J Walter Thompson and the media agency for the campaign is Mindshare. It has been produced and directed by Jaydeep Sarkar of Native Films.
Talking about the campaign, Sachin Jain, President, Forevermark India said: “India is one of the top performing markets for diamond jewellery in the world. Despite this, the consumer when buying diamond jewellery is looking for validation of the choice of diamond, whether from family, the retailer, or a third-party certificate. Forevermark provides this validation, with the brand promise and the Forevermark inscription. With this campaign, we aim to reinforce consumer confidence and create brand awareness by highlighting the benefits and differentiating factors of Forevermark, thereby creating trust and loyalty for the brand in the minds of our audience.â€
Said Nandita Chalam, Senior Vice President & Executive Creative Director at JWT: The task of J Walter Thompson’s new campaign for Forevermark diamonds was to tell consumers that Forevermark goes beyond the 4 Cs of cut, carat, colour and clarity – to bring them diamonds of exceptional beauty. That is why less than 1 per cent of the world’s diamonds are eligible to be Forevermark. Both the TV and print highlight the De Beers legacy, allay consumer fears of not knowing what is a genuine diamond and reassure them on the benefits of buying Forevermark diamonds – all in a simple and beautiful manner.”
Fragrance brand Engage has unveiled a new thematic campaign to introduce its range of perfume sprays for men and women. In this new television commercial directed by Subir Chatterjee of Whitelight Films, Engage highlights the pulse points in the body that are best for spritzing and make the fragrance last longer.
Said Tista Sen, SVP & National Creative Director, J. Walter Thompson: “The new communication focusses on the longing and yearning that perfume can evoke in romance. Imagination and fantasy is captured through young lovers who cannot wait to meet. Perfume on the pulse points heightens ‘playful chemistry’ which is the raison d’être of the brand and brings lovers together through a powerful line that says it all: where do you want to be kissed?
Added Sameer Satpathy, Chief Executive Personal Care Products Business at ITC: “Engage is synonymous with the proposition of ‘playful chemistry’, and the new thematic campaign ‘The Fantasy’ further reinforces its strong credentials as a perfume of choice for couples in love. With the evolving attitude and lifestyle of consumers, the segment offers an enormous opportunity to educate and drive category growth. Spritzing on pulse points is an important aspect rooted in the core of desirability and a perfume spray’s functionalityâ€.
Contract Advertising has appointed Subho Sengupta as Executive Vice President and General Manager of Contract Delhi. He joins from J Walter Thompson where he has spent the last four years and was Senior VP and Executive Business Director.
Commenting on the appointment, Raji Ramaswamy, CEO, Contract Advertising said: “Delhi is an important growth market and I am confident that Shubho Sengupta will be able to deliver value to our clients though his diverse category experience. His deep understanding of building brands and his strategic skills will help us deliver the best solutions for our clients. I am delighted to have him onboard as the head of Contract, Delhi.â€
On joining Contract, Sengupta said:“I am very excited and I look forward to both the opportunities and challenges that come with the new role. Contract as an agency has an impeccable reputation and has always been driven by passion. Delivering impactful work that will move the needle for our clients’ businesses will be my focus.â€
P C Chandra Jewellers, one of the largest jewellery brands in Eastern India, has announced the launch of a new television campaign nationally.
Speaking on the campaign, UK Chandra, Managing Director, P C Chandra Jewellers said, “We want to appeal to the young women of today having roots and wings- who strike a fine balance between traditional values and are independent and modern in their thoughts. For these young women we have very stylish designs which are light and contemporary but have been made with the traditional craftsmanship which is our heritage. Each bridal set has the good wishes of the entire P C Chandra family.â€
Commenting on the new campaign, Ayan Chakraborty, VP & Executive Business Director, J Walter Thompson said: “PC Chandra’s intricate craftsmanship and the brand’s unique image in the minds of Bengalis all over the world is something we kept in mind while working. There is always the temptation to push a brand that much further but we ensured that while pushing it further, we retained its rootednessâ€.
Lay’s Maxx, part of Pepsico’s Lays product range, has released a new commercial that portraysa macho man who has the innate style to win over situations effortlessly.
Speaking about the campaign, Dilen Gandhi, Marketing Director, PepsiCo India, said: “Lay’s has been the most loved potato chip for years, and Maxx, the global, premium superhit from our portfolio,has witnessed equal zeal and enthusiasm by the consumers since its launch. We are confident that the new TVC will fortify our brand presence in the market.â€
Commenting on the creation, Senthil Kumar, Chief Creative Officer, J Walter Thompson added:“The TVC brings alive the distinct taste and flavors that define the powerful Maxx experience. We hope that our consumers will connect with the storyline and identify Lay’s Maxx for its rugged and rustic nature.â€
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.â€
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.â€
“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.â€Â added Simone Patrick, Senior Creative Director, J. Walter Thompson.
Sita Narayanswamy will head operations for Rediffusion Y&R in Mumbai. An alumnus of the Jamnalal Bajaj Institute of Management Studies, followed by a Fellowship in Leadership and Globalisation from the London School of Economics., she has over two decades of experience in marketing, advertising as well as setting up new global enterprises. She was recently Senior Vice President, Head of Network Marketing at Zee Entertainment. She replaces Uttio Majumdar who moves to a career in marketing.
Said Dhunji S Wadia on the appointment:“I’ve known Sita for a long time having worked with her at J Walter Thompson. Sita’s enormous talent and instincts make her a valued partner to clients and an inspiration to all who work with her. It’s great to have her return to advertising with the experience she has gained from marketing as well as setting up new global enterprises. She will be a great resource for all of us,†adding: “Uttio Majumdar moves to a career in marketing after playing an important role in making our company robust and solid. I thank him for all his help and support. I wish him the very best and am sure we’ll continue our relationship.”
Said Narayanswamy: “I am excited about joining Rediffusion DY&R which has a huge legacy of producing strategically sound yet outstanding creative work for its clients. The agency team is extremely talented and passionate about building great brands. It will be an honour to work with them.â€
Kellogg India has introduced a new nutrient dense ready-to-eat cereal in the market under its Kellogg’s Special K portfolio and along with it comes a new advertising campaign.
Speaking on the new variant, Sangeeta Pendurkar, Managing Director at Kellogg India said: “Every new offering from the Kellogg’s bowl is to address a specific consumer need. This new breakfast cereal, in particular, presents consumers with a nutritional boost to set the stage for the day ahead. Through the Special K portfolio, we are trying to address a bigger shift in mind set and inculcate the importance of eating a balanced, nutritious meal and not eating less in one’s journey to stay fit.â€
Added Nandita Chalam, Senior Vice President & Executive Creative Director, J Walter Thompson sharing the creative thought behind the campaign. “The heart of this campaign is about being in step with today’s health conscious women. They are looking for healthier ways to manage their weight rather than diet. And this point is made in our ad by none other than Deepika Padukone – a terrific example of someone who believes in leading a healthy lifestyle by eating well balanced meals including a nourishing breakfast and exercising regularly.â€
J Walter Thompson bagged four Golds at the Olive Crown Awards 2017 leading the pack of advertising agencies at the seventh edition of the Olive Crown Awards held in Mumbai on Wednesday (March 15). The awards acknowledged the remarkable work and individuals for driving the message of sustainability or ‘green advertising’.
Ajury comprising senior professionals such as K V Sridhar, Founder &Chief Creative Officer of HyperCollective, SonalDabral, Chairman & Chief Creative Officer of DDB Mudra Group, India, Carlton Disilva, CEO & CCO of Hungama Digital Services, MalvikaMehra, ​Founder & Creative Director of Tomorrow Creative Lab and Raj Nair, CEO & Chief Creative Officer of Madison BMB, selected the winning work. The jury for the Corporate Crusader award included Shernaz Vakil, Chairman & MD of Dai-ichiKarkaria Ltd, Suresh L. Goklaney, CEO of Eureka Forbes Ltd, Sachin Kalbag, Resident Editor of The Hindu, Mumbai and K Anandasagar, MD & Chief Compliance Officer of Citibank, following a similar procedure in shortlisting the winners.
(L-R) Carlton D'Silva, Sonal Dabral, Raj Nair, Neeraj Roy, Suresh L. Goklaney, Shernaz Vakil & KV Shridhar – Jury of Olive Crown Awards 2017
The awards were presented across 20 different categories, including the coveted title ‘Green Crusader of the Year’ award, which was presented to actress Dia Mirza for her contribution towards the welfare of the society by associating with NGOs, in addition to her constant efforts towards the green initiative. The award was presented by BTVi COO Megha Monica Tata, along with the Guest of ​Honour and actor VivekOberoi. The’ Campaign of the Year’ and the ‘Brand of the Year’ awards was presented to The Hindu for its #spiritofBengaluru campaign, ideated by J Walter Thompson.
(L-R) Srinivas Swamy, Dia Mirza (winner of Green Crusader of the Year Award), Vivek Oberoi, Pradeep Guha and Monica Tata at Olive Crown Awards 2017
Commenting on the occasion, President, IAA India Chapter, Neeraj Roy said, “It is really heartening to see the message of a ‘Green Earth’ reach millions of people with the effective apparatus of mass media. We are extremely honoured to host yet another successful edition of the awards, and we look forward to replicating the same success in the coming years with more captivating entries that are contributing in making the world a better place to live in.â€
Srinivas Swami, Representative of Matrubhumi (winner of Corp Crusader of the Year Award) and Pradeep Guha at Olive Crown Awards
Commenting on the wins, Tarun Rai, CEO, JWT South Asia said: “Very proud of Senthil and team. To create compelling communication for a compelling cause and then to be recognised at such an impressive event is really gratifying. This campaign is also special because it’s a fantastic combination of technology and creativity. I am sure this campaign will win many more awards. I would also like to to congratulate The Hindu for the campaign and for promoting the initiative for Bengaluru.” – said Tarun Rai, CEO, JWT South Asia
Said Dia Mirza on her award: “It is a honour to receive the award for Green Crusader of the Year at Olive Crown Awards 2017. It is crucial and extremely difficult to make people realize this umbilical link we have towards the environment. We should emerge as inspirations and I believe that parenting can make the next generation take steps towards a green future. Thanks to Olive Crown and its jury, our work is recognised and appreciated, I hope that the green initiative is taken forward with the next generation as well.”
Click to view LIST OF WINNERS Olive Crown Awards 2017
Association of Mutual Funds in India (AMFI), the trade association of Asset Management Companies (AMCs) of all Mutual Funds in India launched a comprehensive media and communication campaign, as a part of the mutual fund industry’s investor awareness outreach program, that is aimed to position Mutual Funds as a preferred investment option for potential investors.
The campaign was launched by G Mahalingam, Whole Time Member, SEBI. Speaking at the launch event, Mahalingam said: “It is for the first time in the history of financial services, that all industry participants have come together to promote the category. This campaign makes it easy for common public to understand about mutual funds and dispels many myths around them.â€
On the occasion of the launch, AMFI Chairman, A Balasubramian said: “There is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds. With this objective in mind, under SEBI’s guidance, AMFI has launched this investor awareness outreach program. I am sure the public will find these simple but powerful messages very thought provoking and will be encouraged to start investing in mutual funds.â€
J. Walter Thompson (JWT), was entrusted with the creative work for the campaign. Speaking at the event, Rajesh Gangwani, Managing Partner of JWT, said: “We see this as a big platform idea which is multi-layered, multimedia and multi –narrative and can run over a long time frame. We are confident it will create the desired awareness about the mutual fund category and behavior change in terms of driving persuasion.â€
Adding further, Hanoz Mogrelia, VP & ECD, JWT Mumbai, said: “Sahihai may seem like a very simple idea. But, to execute this idea, we had decided to stay in the space of warm, real conversations between friends. We shot eight commercials over a fortnight using absolute ‘non-models’, we shot at real locations, using live sound recording. The client team must be commended for the tremendous faith they have reposed in this idea; and backing it with such a massive ad campaign.â€
Sita Narayanswamy will head operations for Rediffusion Y&R in Mumbai. An alumnus of the Jamnalal Bajaj Institute of Management Studies, followed by a Fellowship in Leadership and Globalisation from the London School of Economics., she has over two decades of experience in marketing, advertising as well as setting up new global enterprises. She was recently Senior Vice President, Head of Network Marketing at Zee Entertainment. She replaces Uttio Majumdar who moves to a career in marketing.
