MxMIndia

Tag: Kulvinder Ahluwalia

  • FCB Ulka, He’s creative agency has conceptualized this clutter-breaking campaign inspired by Bollywood

    Emami’s He partners with Tiger Shroff

    By A Correspondent

     

    He Deodorants has launched its latest campaign featuring Bollywood star Tiger Shroff. Conceptualised by FCB Ulka, Mumbai, the two-film series draws inspiration from Bollywood.

     

    Speaking on the occasion, Harsh Vardhan Agarwal, Director, Emami Ltd. said: “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in 1 pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s, two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly showcases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with He Magic Duo now having a never heard of before – three fragrances in one pack. The films draw inspiration from Bollywood and are high on humourous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”

     

    Sharing details on the storytelling, Keigan Pinto, National Creative Director, FCB Ulka said: “He Magic Duo is a product that is different from conventional deodorants. It has 2 distinct fragrances – and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – “Maa, hum ek se do ho gaye.” We used it as a creative hook. The beauty of it is, it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”

     

     

  • The IPG Agency will lead 360-degree communication for the brand

    FCB Ulka bags creative mandate of Reliance Smart

    By A Correspondent

     

    Reliance Smart has awarded its creative mandate to FCB Ulka, following a multi-agency pitch. FCB Ulka will lead the creative mandate for Reliance Smart powered with 360-degree communication strategies across platforms as the brand charts its course for the next phase of growth.

     

    Kulvinder Ahluwalia

    Speaking on the win, Kulvinder Ahluwalia, President – Mumbai, FCB Ulka said: “We are delighted to partner Reliance Smart in their journey towards leadership in the Indian retail market. It was a challenging brief and we believe the FCB philosophy of Never Finished helped us unearth fresh insights into the category and create a differentiated platform for the brand that will serve as a launchpad for a slew of cross media initiatives.”

     

    Damodar Mall

    Added Damodar Mall, CEO Reliance Grocery Retail: “Reliance Smart is growing and expanding fast across the country. Our supermarkets deliver unmatched value and experience to middle -man India. Getting the right creative partner who intuitively understands the Indian family consumer was vital for Reliance SMART. FCB Ulka Team’s understanding of the consumer and the tonality of the brand was an important factor. With this partnership we look forward to building a strong mindshare for Reliance Smart.  Look forward to lots of ‘Smart Giri, together.”

     

     

  • The campaign has been conceptualized by FCB Ulka, Mumbai

    FCB Ulka launches latest ad campaign for He Deodorants

    By A Correspondent

     

    He Deodorants launched its latest advertising campaign created by FCB Ulka. Said Harsh Vardhan Agarwal, Director, Emami Ltd: “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. He as a brand has a strong legacy of differentiation from the very beginning.

     

    This time, we found through our consumer research that there is an increasing dual usage trend wherein one in five users currently use two or more deos on a regular basis just from the need of variety and the urge of not smelling the same every time. Triggered by this consumer need, we have brought in a category disrupting solution through He Magic Duo where we are offering two fragrances at the price of one. We believe that He Magic Duo with its breakthrough packaging is going to create a stir in the consumer mindspace.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for HE Deo’s is a perfect example of this. Leveraging its unique two fragrances in one pack, the films position He Deo’s Magic Duo as something that raises the possibility of even the unbelievable becoming believable, because He now makes two fragrances in one pack. Each of the films is a treat to watch and this is sure to be among the most talked about campaigns in the category.”

     

     

  • The campaign revolves around a message of Nerolac Paints being already present in homes in many different forms

    Kansai Nerolac launches ad campaign featuring Ranveer Singh

    By A Correspondent

     

    Kansai Nerolac Paints Ltd. (KNPL) has announced the launch of its new corporate brand campaign featuring its newly appointed brand ambassador, Ranveer Singh. The creative has been ideated by FCB Ulka under National Creative Director Keegan Pinto and directed by Shujaat Saudagar.

     

    Said Peeyush Bachlaus, Head – Marketing, Kansai Nerolac Paints Ltd: “The new campaign focuses on the idea of giving our consumers, a thought of relooking at their household products like refrigerators, cars, washing machines etc. with a perspective of Nerolac’s everlasting shine on it. And gradually shifting their attention to the walls that need a stylish makeover too, with Nerolac Paints. Ranveer Singh’s vivid and energetic personality resonates well with the thought and reflects the transformation just right – humorous and witty, yet prominent.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka Mumbai: “For over nine decades, Nerolac has been a remarkable part of the paints industry. It is a leader in paints across a variety of product lines. So much so that a staggering number of vehicles, white goods, two wheelers in India are painted by Nerolac. With this campaign we are aiming to bring alive that Nerolac is already present in your homes in many different forms protecting and beautifying your products, then why not choose it to revamp the walls of your house as well. Bringing in Ranveer Singh is a conscious decision to enhance the brand appeal and to complement its evolving philosophy’”.

     

     

  • The mandate was awarded following a multi- agency pitch

    FCB Ulka awarded integrated mandate for Tata AIA Life

    By A Correspondent

     

    FCB Ulka has announced the bagging of the integrated creative mandate of Tata AIA Life Insurance to its portfolio.

     

    Speaking on the occasion, Rishi Srivastava, Head Proprietary channel and Marketing  – Tata AIA Life Insurance said: “We are delighted to have FCB Ulka on board with us as our advertising and communication partner. We are looking at an integrated approach for brand communication and we believe that FCB Ulka has the maturity and relevant experience to help us take our communication to the next level.”

     

    Kulvinder Ahluwalia

    Commenting on the win, Kulvinder Ahluwalia – President – Mumbai, FCB Ulka, said: “We are thrilled to have won the integrated communication mandate for Tata AIA Life! This win is all the more special as it strengthens our association with the Tata Group. At FCB India we believe in ideas that constantly evolve, ideas that are Never Finished. And it was a demonstration of this very philosophy, anchored on a compelling positioning platform, that led to creative which was fresh and distinctive from anything done in the category. We look forward to partnering Tata AIA and creating many more Never Finished ideas in times to come.”

     

    Keegan Pinto

    Added Keegan Pinto - Creative Head – FCB Ulka (West) and National Creative Director: ‘’We are extremely excited to welcome Tata AIA Life to the family. This journey began on a high note with the #LoveUnconditionally campaign months ago, a campaign that I believe took a leap forward from conventional insurance advertising. Now, we have the opportunity to work with Tata AIA Life to create a brand that pushes the envelope in the world of insurance advertising and I couldn’t be more kicked. ‘’