Myntra has launched a 360 degree campaign to announce the arrival of its flagship fashion sale – ‘End Of Reason Sale’, to be held on the 2nd and 3rd of July. The core campaign thought is expressed by the tagline, “Tayyar Ho Jaoâ€, which means “Get ready†and also translates to getting dressed. This is a loud call for all fashion shoppers to prepare for the country’s biggest fashion event.
The 30-second ad film takes viewers through a series of settings, where people are gearing up for Myntra’s EORS in their own exaggerated ways – by measuring body sizes, setting up reminders for midnight sale start and preparing elaborate wish-lists of products to fully focus on shopping during the sale. Adding charm to the film, the video showcases Hrithik enthusiastically blocking dates and gearing up for the sale. The actor is seen wearing his active lifestyle brand, HRX, which is retailed exclusively on Myntra.
The TVC is directed by Razneesh Ghai, produced by Asylum Films and conceptualized by Happy Creative Services. Apart from presence across TV channels, the campaign also uses other media channels like print, radio, OOH, digital, DTH across 10+ leading cities.
Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni said, “The upcoming edition of EORS is the country’s biggest online fashion sale event to date and we are confident of providing a delightful, memorable sale experience to all customers. Hence, we are reaching out to all our existing and new customers, to help them get ready to enjoy and get the best out of the sale event. Opportunities like this come rarely. Toh India, Tayyar Ho Jao!â€
Kartik Iyer, CEO, Happy Creative Services said, “The End-Of-Reason sale as a concept has been running successfully for a couple of seasons now. With this year’s sale being bigger and better we needed to capture the scale and excitement of people around the country. We were also trying to make the sale relevant to a larger audience. There is a certain energy & style to a brand like Myntra so we wanted to capture that even through the Sale offering. So India, tayyar ho jao! No reason to miss this Sale.â€
Chai Point, an omni-channel beverage brand, has handed over its creative and digital mandate to Bangalore based idea shop Happy Creative Services.
Chai Point is one of the early entrants in the organised tea chain business and targets the market of young working professionals via its network of stores, dispensers on corporate premises and their delivery business. Since their start in 2010, Chai Point has achieved a scale of 90+ outlets across 7 cities, namely – Delhi, Mumbai, Pune, Hyderabad, Gurgaon, Noida and Bangalore.
The creative portfolio will cover three major verticals of Chai Point – Retail Hubs, Chai@Work and Chai-on-Call. As the brand expands its offerings, Chai Point aims to be known as the preferred breakfast and snack delivery channel.
Speaking on the association with Happy, Amuleek Singh Bijral, CEO Chai Point said, “We are really excited to have Happy Creative Services as our partner; and we look forward to working with them to build our brand.â€
Kartik Iyer
On the partnership, Kartik Iyer, CEO and Co-Founder of Happy Creative Services said, “Its really exciting for us to partner with Chai Point. It only goes further to prove our capability in birthing new brands and growing them into household names. That too a category like chai is as traditional and basic as it gets. To take something that simple and add consumer experience to an un-organised sector can be challenging. The energy of the founders and the passion with which they have built their business truly inspires us. We look forward to creating some fun and insightful work for the brand.â€
Ola has launched its new TV campaign for Ola Micro, the most affordable ride in town. The humourous multichannel campaign created by Happy Creative Services shows a series of personal moments like a young father with his little son, a boyfriend splurging over his girlfriend and friends’ night out with the visuals underscoring the affordability of an Ola Micro at Rs. 6/km as against potentially expensive pursuits with loved ones!
This TVC marks Ola Micro’s success in offering economy AC car rides at Rs 6/km across 42 cities in India. Ola Micro was launched with the aim to make AC cab rides more affordable for millions of Indians, who will potentially experience their first cab rides in this category. Ola Micro is a reliable mobility option at just Rs 6/km with low ETAs (Estimated Time of Arrival) for customers, available in under 5 minutes in most parts of the city. This category is a clear example of a solution tailored to suit the needs of the Indian customer who seeks a pocket friendly AC cab ride for regular use or is looking forward to experience a cab ride for the first time, alike.
Raghuvesh Sarup, CMO and Head of Categories at Ola said, “Ola Micro offering an air conditioned ride at just Rs.6/km is ‘Made for India’. The campaign, targeted at young adults and working professionals, is a fun and entertaining take on how, in a world where even a walk with someone you love, can get really expensive; taking a cab ride will not be.â€
“Ola has been doing some exciting work in the category, constantly challenging and disrupting as a brand. Micro as a category is an absolute game changer for India. We wanted to bring alive to people the fact that we can end up spending so much more on a normal walk, than we ever will, on a comfortable ride in an Ola Micro.†said Kartik Iyer, Co-Founder and CEO of Happy Creative Services.
The Ola Micro campaign is being run across media with a national as well as a hyper-local approach. With so many cities offering Ola Micro, the communication is partly via mass reach vehicles like TV and Social, addressing the universal benefits of Ola Micro such as availability and affordability, while a hyper-local media at the city and even locality level, reinforces Micro’s relevance in the local language and context using media like print, outdoor and in-community messaging.
Ola Micro is currently available in 42 cities across India and offers the most pocket friendly riding experience. With a fleet of Datsun Go, Maruti Alto, Hyundai Eon and other air-conditioned compact cars, Micro delivers affordable mobility for millions of young Indians without compromising on comfort and convenience.
Following a fiercely fought multi-agency pitch over the last few months, Carat India has won the media mandate of Ministry of Tourism. This win comes on the back of Carat’s continuing streak of business acquisition including Mondelez, Pfizer, Columbia Asia in the recent past.
Commenting on the win, Kartik Iyer, MD Carat India said, “We are absolutely delighted that the Ministry of Tourism found value in our offering and appointed us to partner them in their endeavour to promote India across the world. We look forward to working with the Ministry together with our Global networkâ€
Ritesh Dutt, Vice President, Carat India added,“We are elated to be associated with Ministry of Tourism and this is an opportunity for us to leverage our strengths in consumer insights through our proprietary tool used across all markets. As we move forward, our goal is to create unique benchmarks for our client.â€
The Ministry of Tourism, one of the largest advertisers from India on Global media, invests between 90-100 MM US$ in three years with a majority of the investment is in US, Europe market followed with other markets like Asia, Australia. Carat will manage the media planning for all the mediums including TV, Print and Digital for all the investment outside India. This business will be handled out of Carat’s Gurgaon office.
Carat India has bagged the media mandate of Pfizer India’s Magnum business division following a multi-agency pitch. The key parameters that are said to have helped Carat win the business are an integrated communication approach, along with innovative ideas that will enhance the brand image.
Carat starts the relationship through a pan- India launch of Gelusil sachet campaign with Javed Jafri as brand ambassador. Commenting on the win, Kartik Iyer, MD Carat India said, “It’s an absolute honour to have been selected as their partner and by creating integrated engaging solutions we look forward to partnering the team in taking the various brands of Pfizer from strength to strength in India.â€
Happy Creative Services has won the mandate for two design projects to the Team Swachh initiative: brand logo and identity; and the creation of a play-based school kit called the Team Swachh action kit. Happy won these design mandates after a multi-agency pitch held in Delhi by WASH United, a Berlin based non-profit organization, and UNICEF India, who have jointly initiated Team Swachh.
In support of the Government of India’s Swachh Bharat Mission, Team Swachh seeks to spark a social movement for sanitation and toilet use. This movement plans to cut across urban and rural population, class, gender, age, region and religion to help make India a clean nation, where everyone uses a toilet. To achieve that, Team Swachh taps into what Indians unanimously love: cricket. And Sachin Tendulkar is the captain of this team. Team Swachh aims to move people from apathy to concern and taking action. By joining the movement, people become team members and will be given options, online and offline, to become active agents for change.
For the logo, the insight was that toilets alone won’t change India. People wanting to use toilets will. Hence, the logo merges the universal sign of good with the icon of an Indian toilet. The message: toilets are fantastic. The composition also brings out a keen eye for cleanliness. This logo was launched on 18th January 2016, with ICC and Sachin Tendulkar. And the Team Swachh initiative will be officially launched at the ICC T20 World Cup 2016.
The second design project – The Team Swachh Action Kit — is designed specifically for schools. It is based on the principles of play-based learning and rule-based habit formation. It uses thoroughly thought out, tested games and activities, interspersed with discussions. The team at Happy, WASH United and UNICEF India have collaborated to ensure that the activities in the kit create a joyful and exciting experience, while at the same time driving life-saving behavioural change. The kit is created in English, Hindi and Bengali. And it will be adapted in other official regional languages to reach schools across India.
Praveen Das, Co-Founder and Chief Creative Officer, Happy Creative Services, says, “Happy since inception has always been keen on communication for good. Team Swachh gives us an excellent opportunity not only in terms of doing good work but also working towards a bigger goal of educating the country on clean toilets and making India a young, healthy and vibrant nation.â€
Kartik Iyer, Co-Founder and Chief Executive Officer, Happy Creative Services, adds, “We have always believed in work that makes a difference. It is a matter of great pride to be collaborating with WASH United and UNICEF. The cause, which is very basic, is something that our country needs to wake up to while we race into the next decade. We strongly believe in the solutions we have created for the movement. We look forward to a considerable impact by 2019.â€
Sören Bruhn, Chief Creative Officer, WASH United says, “We have thoroughly enjoyed working with Happy from day one. The Happy team very much bought into the goal of Team Swachh to create transformative social change across India and went above and beyond to deliver outstanding quality. We look very much forward to teaming up again on other projects.â€
Columbia Asia Hospitals, an international healthcare group operating a chain of modern hospitals across Asia, has roped in Carat India as their media agency. Carat won the mandate following a multi-agency pitch and will now handle the account from its Bangalore office.
Vinay Kaul
Commenting on the partnership, Vinay Kaul, VP Sales and Marketing – Columbia Asia Hospitals said, “To us, Carat came across as an agency that focuses on finding communication solutions keeping the business challenges at the centre. We wish Carat all the best as we embark on an exciting journey together.â€
Kartik Iyer
Kartik Iyer, MD Carat India, added  “As we move forward, our goal is to create unique industry benchmarks for our clients. We are very happy to be associated with Columbia Asia Hospitals and look forward to a long-lasting and fruitful partnership with them. We also look forward to bring in our past experience in Healthcare communications to bear on this premium relationship we are getting into.
Joydeep Raha, executive VP Carat South said, “The brief that the client has given us is very challenging. This is because while there are huge opportunities within the healthcare industry, a set of very unique challenges also stand to plague this unique category. Here, our task at hand therefore, is to fight those challenges and position Columbia Asia as a leading healthcare destination with the mission to deliver the best clinical outcomes in the most effective, efficient and caring environment.â€
For the record, Columbia Asia is one of the first healthcare companies to enter India through 100% foreign direct investment (FDI) route.
Bangalore based Happy Creative Services has strengthened its strategic planning team by bringing on board Phalgun Tiruvasu as Head of Strategic Planning.
With a career spanning over 15-years across communication, research & journalism, Phalgun’s previous stint was with Lowe Lintas & Partners, Bangalore where he led the strategic mandate on Tanishq, Britannia, Tata Tea, Arvind Brands, amongst others. Prior to Lowe, Phalgun was the lead strategist on ITC Foods & TVS Motors at McCann Bangalore. Apart from Bangalore, Phalgun has also worked at Publicis Ambience, Mumbai on Marico & Diageo and with Y&R Jakarta on Danone. Well experienced in qualitative research, Phalgun worked with Quantum on Tata Motors & Unilever and also briefly ran his own research consultancy firm. Winner of multiple Effies, Phalgun has been integral to many noteworthy campaigns, namely Tanishq “Re-marriageâ€, Tata Tea “Andar Wala Snaanâ€, Arrow “Bold New Professional†– just to name a few.
Phalgun will lead manage a hybrid team comprising of strategists from communication (offline, online), data & design to further Happy’s prowess in delivering medium-agnostic, efficacious creative solutions to brands & businesses. Phalgun will be supported by Ravi Bhat, an old Happy stalwart, who recently returned to Happy after a short stint with Lowe Lintas Bangalore. Besides Ravi Bhat, the team also stars Ashwin Dravid (ex- Maxus, Jack-n-the-Box) looking after content strategy, Hari Nair (ex- Razorfish) on leading data & Anusha Pinto on design.
Praveen Das
Kartik Iyer & Praveen Das, Co-founders of Happy are equally emphatic about the new strategic impetus. Says Kartik: “Happy has always been a strong believer in strategic planning. We have taken great care to put together a team that has a multi dimensional approach to delivering strategic solutions. Under the able leadership of Phalgun, we sincerely hope to carve sharper insights and further success to all our clients. This is another step closer to our vision of being a truly hybrid agency in the country.â€
Praveen Das adds: “With Phalgun at the helm of strategy and him being a national level dart player, we are sure that he will hit the bulls eye for all our clients in terms of strategy. And will inspire our creative team to come up with great output.“
Travel community and holiday recommendation engine, HolidayIQ unveiled their first brand campaign ‘Holiday Better’. Conceptualized by Happy, the TVC is a first for the brand as well as for the category.
Often mistaken for an online travel agent or a meta-search engine, HolidayIQ needed a campaign to build awareness around the category.
Diptakirti Chaudhuri
Defining how Holiday IQ differs, Diptakirti Chaudhuri, CMO at HolidayIQ said, “Travel is increasingly becoming a social and community driven activity. Information and experiences travellers share as reviews serve as holiday inspiration and a resource for tips to a very large audience. At HolidayIQ, we are already India’s largest travel community and we are on our way to building India’s most engaged travel community.â€
The campaign is designed to educate the Indian traveller about the advantages of planning trips using reviews and experiences of fellow travellers. The all-inclusive 360 campaign kicks off with a TVC; supported by print, outdoor and digital rolling out soon after.
Kartik Iyer, Co-founder and Chief Executive Officer, Happy Creative Services, says, “Discovery is the most exciting part of any leisure travel. More so on a holiday, every one is in the mood to try something new. And authentic. But let’s face it we are all pressed for time to actually to explore grounds up. Yet nobody wants to lose out on the good stuff. HolidayIQ delivers exactly on just that. Taking you to the point where you are sure you are going to like what you are going to experience. It’s like reading a map before the treasure hunt. With this campaign we have tried to bring alive that moment of discovery. The best part is, it’s about real experiences from real people.â€
HolidayIQ is the first holiday planning website and app in India powered entirely by reviews, content and advice generated by fellow travellers.
Bangalore based Happy Creative Services has notched up the communication mandate for online travel community HolidayIQ.
This win comes close to the agency’s recent announcements of winning the creative and digital mandates for hyper local discovery platform LookUp.to and the amusement park brand Wonder la.
HolidayIQ is India’s largest travel community and holidays recommendation engine powered by user-generated content. Travel information is generated through varied forms of content including reviews, photographs, videos and interactive travel forums, connecting travellers to each other and to hoteliers, tour operators and online travel agents.
Diptakirti Chaudhuri
Commenting on the creative partnership, Diptakirti Chaudhuri, CMO at HolidayIQ said, “Holidays are a happy – pun intended – experience and HolidayIQ is in the business of making them perfect. We plan to communicate our offering – holiday reviews, information and options – to a large number of Indian travellers and be the first stop in their holiday planning. We are looking forward to working with Happy Creative Services, a creative powerhouse known for their stellar creds in building digital brands.â€
Kartik Iyer
On the association with HoiidayIQ, Kartik Iyer, Co-Founder and Chief Executive Officer said, “Creating a category is always fun and exciting. HolidayIQ has been in this business, that too ahead of its time in India. Now it’s our job to take the magic of the brand to its consumers. The travel and holiday category is growing year on year, pushing the importance of holidaying for every kind of consumer. Unearthing the little joys of all trips, no matter how big or small, is at the core of it all. We look forward to creating some great work on the brand.â€
Praveen Das
On adding the HolidayIQ brand to their portfolio, Praveen Das, Co-Founder and Chief Creative Officer, said, “As an integrated agency, we understand business objectives and match it with creative output across media. We have a young team with a proven record of building technology brands. We are excited to partner with Holiday IQ and create clutter breaking communication that not only resonates with viewers but inspires them to go on a holiday.â€
Continuing its investment in delivering the best consumer understanding, Carat India has launched CCS (Consumer Connection System) 2015. This proprietary and in-depth research has been conducted across 23 cities, covering a sample of over 12,000 respondents across All adults SEC A – C, 15 – 65 years and is also programed to work with the NCCS classification in India. Overall, CCS has a global sample size of over 400,000, making it the world’s largest research of this nature.
Through this large scale research based system, Carat and Dentsu Aegis Network will continue to provide the most advanced understanding of the consumers’ behavior in terms of buying across several categories, with a deep understanding of the capabilities of over 60 media touch points, thereby enabling the most efficient selection of media focused on delivering to marketing KPIs.
Ashish Bhasin
Speaking on the launch of CCS 2015, Ashish Bhasin, ‎Chairman & CEO South Asia Dentsu Aegis Network, said “CCS is a global system which we brought to India in 2012. Through the active use of this research, carried out on an ongoing basis every year, we are able to focus our clients’ investments on the most effective media generated by a deep insight into the consumers’ behavior. It is a huge investment of over Rs. 1 crore annually and it demonstrates our commitment to get the best understanding of the complex Indian consumer for our clients. The next steps in the pipeline include the fusion of the consumer data to digital and TV viewing data thus making it the only single source system in India. It is investments like these which have been pivotal in making Dentsu Aegis Network the powerhouse that it is in such a short time. This will only be exclusively available to Dentsu Aegis Network clients.â€
The survey threw up numbers which are more reflective of the current Indian scenario especially when compared with other large scale industry surveys. Car penetration has doubled in the last 3 years from 8% to 16% with markets like Chandigarh (at 34%), Gurgaon (at 43%), Noida (at 55%) and Pune (at 30%) topping the surveyed markets.
All the buzz about how the Indian consumer is now digitally connected more than ever is clear from the 53% penetration up from 8% in 2012. Amongst the various segments surveyed, students stood out with 68% ownership of smartphones.
Multiscreen consumption varies across markets but the difference is not as stark as one would assume. While in Metros 42% of the population uses smartphones / tablets while watching TV, the number in Non Metro markets drops only to 36%. Chennai, NOIDA, Mumbai & Pune populations take the lead in this behavior.
Access to Internet is at 48% with 90% of this audience also accessing it through their mobile phones.
Rajni Menon
Rajni Menon, Exec VP Carat, who leads Insights and Strategy for Carat and the Media Agencies of the group has been spearheading this project since its inception. Speaking on the research, she said “CCS is the most comprehensive single source study available in our market. Apart from having an extremely granular level of touch-point data, it studies the interaction consumers have with media in detail. With increasing ad-avoidance, media engagement, incidence of cross-screen consumption etc. are far more important metrics than reach & time spent.â€
“It also answers the most important question that any marketer looks to the media agency for, which touch-points impact the different stages of a consumer’s purchase journey, be it awareness, consideration or advocacy. And this is just scratching the surface of what the study offers.
We already work with our clients on replicating their consumer segments through bespoke research overlays to enable more effective solutions. We are also in the coming months fusing the CCS data with social consumption data & TV viewership data to enable a comprehensive planning stackâ€.
The research design is based on CCS globally, while the field was managed through IPSOS using the CAPI methodology with the questionnaire available across 10 languages and rendered on tablets. Extensive use of technology with aspects like GPS tracking of field teams, daily quality checks, audio recording of field interviews ensured that the data quality & authenticity was maintained. Since the questionnaire is intensive, global best practices and techniques were used to ensure that the data doesn’t get compromised by respondent fatigue.
Kartik Iyer
Kartik Iyer, MD Carat India adds “CCS has been a true revolution in media planning. Starting not from a demographic but from an attitude, the tool enables us to target behaviors across demographics which enables a much sharper result oriented planning process. The progression of CCS to CCS planner also enables us to plan to client KPIs which therefore means that our planning has become that much more result oriented. We are delighted with the value that CCS has been able to add to our planning process and look forward to creating business solutions for our clients that are in line with the current consumer behavior of consumers.â€
Following a multi-agency creative pitch, Kolkata based Joy Cosmetics has appointed Happy Creative Services, Bangalore to lead the creative mandate for them.
The portfolio consists of multiple variants of face wash, face scrubs, face packs, creams, lotions and shampoos, catering to different personal care requirements. The annual marketing spend on the portfolio is estimated to be around Rs 50 crore.
The retail footprint of the brand includes both general and most notable modern trade outlets across 23 Indian states. Rajasthan, Madhya Pradesh & Uttar Pradesh are the strongest markets. The brand is also available in Nepal, Bangladesh, Pakistan, Afghanistan, Sri Lanka, Middle East & Africa.
Bollywood actor Anushka Sharma has been endorsing Joy Skin Fruits Face Wash range since 2012.
Poulomi Roy
Poulomi Roy, Head Marketing Joy Cosmetics said, “The personal care market in India is still at a nascent stage in comparison to the developed countries and there is ample growth opportunity in years to come. Joy perhaps being one of the very few Indian companies who is purely into the personal care space and is here to stay as a prominent player. Keeping this objective in mind year 2015-16 is a crucial year for the company; some strategic alignments have taken place within the organization and also with our partners, having Happy on board is a part of this process. We believe the young energetic team of Happy will play a vital role to help brand JOY achieve its defined milestone.â€
Kartik Iyer
Speaking on the association, Kartik Iyer, CEO and Co-Founder of Happy Creative Services said, “It’s an honour to be chosen with a brand like Joy Cosmetics. The fact that they were open minded about working with an agency based in another city itself proves that they are a forward thinking organisation. We look forward to breaking some category codes and giving birth to a fresh new brand in the personal care space. And if you haven’t cracked the Happy-Joy joke yet, we already have.â€
