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Tag: KS Chakravarthy

  • The campaign features good exchange offers and EMI options with tenures up to 24 months

    Croma’s new campaign encourages an eco-friendly summer

    By A Correspondent

     

    Croma has launched a summer campaign promoting a switch to inverter ACs that promise to consume up to 40 per cent less electricity.

     

    Said Ritesh Ghosal – CMO, Croma (Infiniti Retail Ltd): “Last year 33 per cent of ACs sold by Croma were inverter ACs. This year, in line with our goal of promoting responsible consumption, we are trying to take this number up to the 100 per cent mark. Not only are we offering attractive exchange prices, we will also be planting a tree in the customer’s name for every old AC brought in.Past campaigns had shown that pure rational logic does not work to overcome people’s inertia therefore, the brief in this case was to deliver an emotive pitch.”

     

    Added KS Chakravarthy, the creative mind behind the TVC: “This campaign is a natural extension of Croma’s previous ‘Exchange Your E-junk for a tree’ initiative, continuing the theme of caring for the planet by saving energy.  A very complex and layered message was reduced to a one line call-to-action ‘Uncle will you plant a tree?’ With this one line, we have managed to grab the viewers’ interest, pique their curiosity and tap into their sense of responsibility towards the planet’s future in a disarming way, without sounding boring or preachy.”

     

     

  • A panel of eminent creative personalities will evaluate the entries for Pepper-2018

    Pepper Creative Awards to be held in April 2018

    By A Correspondent

     

    Pepper Creative Awards Trust has announced the 12th edition of the Pepper Creative Awards. The call for entries has been sent to all ad agencies, production houses, printers, and photographers in South India. A panel of eminent creative personalities will evaluate the entries for Pepper 2018.

     

    “We are expecting more than 1,500 entries for the competition which has become a stepping stone for the creative fraternity from this part of the world to take part in other major peer-reviewed national and international competitions,” said K Venugopal, Chairman, Pepper Trust.

     

    Added Prathap Suthan, the Pepper jury chairman and Co-founder & CCO of Bang in the Middle, New Delhi:”The content that’s now getting created from the south, thanks to better tech hardware and easier media platforms, is indicative of the creative quality and power of this region. Advertising and Communication that are born here, ideally should have ideally stepped up both into terms of idea and execution. It ought to be a natural progression and expectation. I am really looking forward to seeing the next stage of our region’s potential at Pepper 2018”.

     

    Apart from him, other jury members for this year’s awards are: KS Chakravarthy, Co-founder & CCO, Tidal 7 Brand & Digital; KV Sridhar, Founder & CCO, Hypercollective, Raj Nair, CEO & CCO, Madison BMB, Meera Sharath Chandra, CEO & CCO, Tigress Tigress and Atul Kattukaran, First December Films Partner and adfilmmaker. The keynote address at the Pepper 2018 awards ceremony will be delivered by adperson-turned-filmmaker R Balki.

     

     

  • The campaign carries the brand philosophy of 'Desh ka Namak' forward

    Mary Kom endorses campaign for Tata Salt

    By a correspondent

     

    Five-time World Boxing Champion and Olympic winner MC Mary Kom will be seen endorsing a campaign for Tata Salt. The campaign carries the brand philosophy of ‘Desh ka Namak’ forward and celebrates contemporary icons that are going beyond their own success and giving back to the country in their own areas of work.

     

    The ad campaign tells the story of the inspirational icon, Mary Kom – an Indian pugilist who hails from a poor, tribal family from Manipur. Mary Kom’s journey is a humble and powerful human story that the TVC captures. She rose against several hardships to achieve success for herself and the nation in the international arena. Her vision of success however didn’t stop at medals and accolades; it encompassed her community and the nation.  She nurtures the dream to create many more Mary Koms who will put India on the world sports map.

     

    Speaking on the new campaign, Ashvini Hiran, COO – Consumer Business, Tata Chemicals said, “Tata Salt is honored to be an integral part of 80 million households and it is the brand’s persistent effort to sustain this faith by providing a product of the highest quality. ‘Maine Desh Ka Namak Khaya Hai’ is reflection of the brand’s unflinching faith in the people of the country who are living the values of loyalty and are engaged in the holistic development of the nation.”

     

    Speaking of the brand’s new campaign, Shalaka Kamat, Head Marketing – Consumer Product Business, Tata Chemicals said, “Tata Salt has evolved from being a packet of salt to being known as ‘Desh Ka Namak’. The new campaign celebrates people who compose the moral fabric of the country. There is none better than MC Mary Kom to illustrate the brand values. She exemplifies the commitment of every Indian towards the country. Her journey of becoming a global icon and working towards creating future icons is truly inspirational. ‘Maine Desh Ka Namak Khaya Hai’ aims to give people a platform to bring forth stories of other inspiring individuals doing their bit for the betterment of the community and the nation. With this initiative, ‘Desh ka Namak’ means to connect people through the core values of the brand making it a collective movement.”

     

    K S Chakravarthy

    KS Chakravarthy, National Creative Director of FCB Ulka said, “The new campaign ‘Maine Desh Ka Namak Khaya Hai’ will reinforce the brand’s core belief, “Every Indian believes that he/she is making a difference to the country. We wanted to carry the legacy of this iconic brand forward with the new campaign to illustrate the brand credo, ‘Maine Desh Ka Namak Hai’ we zeroed upon the story of MC Mary Kom. Hers is a story of courage and loyalty to the community that has the potential to inspire many. She literally lives the Tata Salt brand values.”