MxMIndia

Tag: Marico Limited

  • The campaign is targeted towards young girls with impromptu plans

    Livon Serum urges consumers to carry a salon in their bags

    By A Correspondent

     

    Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought – ‘Salon Nahin Livon’.

     

    Speaking about the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico said: “Livon exemplifies the contemporary young girl who is out there to make the most of her life. She loves all the surprises and sudden plans that come her way, but looking good is a priority for her! The brand has consistently been an ally in giving her an edge and that added confidence. With this new campaign, Livon Serum offers a sweet-spot between achieving instant fabulous looking hair at her convenience amidst any impromptu situation. It’s her salon in a bottle!”

     

    Added Harsad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy & Mather, Mumbai: “Impromptu plans are a way of life for the young girls. Also, looking good for impromptu plans is a necessity of life. This campaign exaggerates these insights in a funny way. The girl carrying an entire salon in her bag or the girl who has a ‘salon practitioner’ hidden in her dressing table, are both wild situations and will bring a smile to the viewers, while making a sharp point about the salon-like finish of Livon Serum. We believe the tone and manner of these films will stand out in the category and make the brand memorable.”

     

     

  • The campaign is launched through a TVC with Set Wet’s brand ambassador Ranveer Singh

    Set Wet urges consumers to move away from traditional styling techniques

    By A Correspondent

     

    Marico’s male grooming brand, Set Wet Gels, has launched a new campaign ‘Sirf Bal Banao mat, Bal style karo’ for its consumers, urging them to embrace hair gels for styling their hair and move away from the regular and dated hair grooming techniques.

     

    Speaking about the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Young men in India are becoming increasingly fashion forward and looking at ways to transform their looks, so as to stand out. Set wet wants to help these men make an impression. The new campaign establishes the inadequacy of regular styling techniques and encourages consumers to transform their look with Set Wet hair gels.”

     

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “A significant part of our TG believes that running a comb through hair or patting hair down with water is sufficient to make an impression. Our idea was to underline the difference between “baal banaana” and “baal style karna”, thereby making a strong case for gel. And of course, most importantly, to do this in the most un-boring way possible, keeping the Sada Sexy Raho tone of voice going.”

  • The new campaign urges consumers to choose healthier snacking alternatives and also educates consumers on how instant noodles are deep fried before being packed

    Saffola Masala Oats urges consumers to choose healthier snacking alternatives

    By A Correspondent

     

    In its new campaign, Saffola Masala Oats aims to break long-standing stereotypes and educate consumers that not all snacks have to be unhealthy and they don’t need to compromise on taste for their health.

    Speaking about the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “In India, snacking always leaves us with a sense of guilt since many convenient snacks also tend to be unhealthy. With today’s fast paced lifestyle, quick and convenient food options have become integral to our life yet healthy options are necessary on the path to fitness.  In its new campaign, Saffola Masala Oats encourages consumers to choose healthier alternatives which are convenient, healthy yet tasty to satisfy their cravings.”

     

  • Challenges the notion that 'Healthy is a daunting & difficult pursuit'

    Saffola encourages people to find their own ways of becoming fit

    By A Correspondent

     

    Marico Limited’s health care brand, Saffola Oils, has announced the launch of its new campaign, which challenges the popular perception that ‘Healthy is a daunting and difficult pursuit’, encouraging people to find their own individual ways of being fit and heart healthy.

     

    Commenting on the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Saffola, is known for heart health and understands that people have their own ways in which they blend health into their lifestyle. Through this new brand campaign, Saffola strives to encourage and applaud the actions to discover individual ways of being fit and heart-healthy, so that health becomes not only a journey, but a sustainable part of one’s life.”

     

    Added Pradyumna Chauhan, National Creative Director, McCann Worldgroup: “Everyone wants to be healthy and yet people struggle with it a lot too. Is there a way out? Yes. And that is, to do healthy your way. Only when we take healthy steps that we enjoy doing, are we able to sustain them towards our journey to stay fit and have a healthy heart. This insight formed the bedrock for our Saffola oils campaign this time. Rendered with an energetic, inspiring track, the campaign tells people whatever their health efforts and needs, there is always a healthy Saffola oil to partner you in that journey for health.”

  • The campaign is propagated through an ensemble of three TVCs

    Parachute Advansed encourages people to actively invest in their relationships

    By A Correspondent

     

    Parachute Advansed has launched a new campaign called ‘Thoda Love Jatao’, which marks the beginning of a new phase in the brand’s life – to inspire people to invest in the power of love.The campaign is propagated through an ensemble of three TVCs.

     

    Speaking on the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Although Parachute Advansed has played predominantly in the category of hair oiling, its emotional impact and association has been much larger than just hair. Through this novel campaign, the brand extends its core of nurturance by championing a greater purpose of inspiring people to invest in the power of love. It encourages people to invest in their relationships and express their love to the ones that matter, amidst their busy lives. It transcends the communication from nurturance for hair to nurturance and love for relationships.”

     

    Added Pradyumna Chauhan, NCD McCann Worldgroup: “This campaign for Parachute Advansed expresses the view the brand has on today’s rapidly changing world. The belief is that in many ways life has become drier than it was. The one thing that we can possibly counter that with is love and a great way to express this love is to oil hair with Parachute Advansed. A timeless act of oiling, that is even more relevant in today’s drier times. Love expressed across families, new relationships and even for one self is how we could possibly reclaim a life that is not dry, but the one that continuously grows with love.”

     

  • Hair & Care Fruit Oils caters to the modern, young woman between the age group of 18-30 years

    Marico unveils new campaign for new Hair & Care range

    By A Correspondent

     

    Marico’s hair nourishment brand Hair & Care has launched a new campaign for its fruit hair oils. With this campaign, the brand aims to reignite a feeling of exhilaration and excitement towards hair oiling amongst its youthful consumers.Starring Hair & Care’s ambassador, Shraddha Kapoor, the ad has been conceptualised and executed by BBH India.

     

    Commenting on the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “The new Hair & Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth. The campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy.”

     

    The new launch, driven by a 360-degree campaign, focuses on key markets of the Hindi-speaking belt. In addition to the TVC, it is being promoted through high impact outdoor and print campaign, an engaging digital campaign and cinema branding, amongst others.

     

    Added Russell Barrett, CCO & Managing Director BBH India: “It’s always wonderful when you’re doing advertising for a product with a genuine, clear and palpable difference. Hair & Care Fruit Oils is a first of its kind hair oil for a younger audience and hence our advertising had to reflect that. What excited us was the innovation of the product, so, we wondered what if we could have people feel the energy and goodness of fruit rather than merely present a logical argument for it. And our partners at Marico said, why not!”

     

  • Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils

    Parachute Advansed launches new campaign to promote Hot Oil variant

    By A Correspondent

     

    Parachute Advansed has launched a new campaign for its Hot Oil – #MagicOfWarmth. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept – #MagicOfWarmth.

     

    Commenting on the launch of the campaign,Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst the consumers.”

     

    Added Pradyumna Chauhan, National Creative Director, McCann Worldgroup: “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”

     

  • The digital video highlights the importance of confidence in a young woman's life

    Parachute Advansed Body Lotion unveils a new campaign

    By A Correspondent

     

    Parachute Advansed Body Lotion (PABL) has launched its latest digital campaign. The digital video portrays how society comments on the choices the modern day woman makes. It begins with people along the street ogling at a girl wearing a short skirt, to another girl wearing a sleeveless tee-shirt. It transitions to the next scene where the girl is advised to cover herself with a ‘dupatta’ as the voiceover goes – “Sunoh, issey dupatta pehnao”.

     

    The campaign then portrays different scenes, wherein the modern woman faces scrutiny. From wearing backless clothes, to revealing dresses, to tops that attract attention, the judgement keeps pouring in. It ends with a girl being judged for wearing ‘aunty wale kapde’ as she dresses conservatively, and finally a woman wearing traditional clothes rides away on a motorcycle as the voiceover goes – “zyada bano mat…zyada tano mat”. Through the subtle sarcasm, the campaign communicates that the judgement of society should never stop women from being their real selves, rightfully capturing the essence of PABL.

     

    Commenting on the launch of the digital campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “With this campaign, PABL reinforces the belief that she has the freedom to wear what she wants and be truly confident in her skin, both literally and metaphorically.”

     

    Said Suraja Kishore, National Head Planning, McCann: “India is changing. At the heart of the change are its women. When we met with women across big and small towns we realised that women have changed, society has not. The revelation was that women are making changes despite odds and social hypocrisy. They are increasingly becoming comfortable and confident with their new-found identities and newer roles. In a culture like ours brands have to move on from being an ‘enabler’ to a ‘believer’. Parachute Advansed Body Lotion believes in the fact that today’s women are confident in their skin. They are confidently wearing what they please. As a believer brand we are celebrating this new narrative and we are certain this will bring the brand closer to our consumers.”

     

  • The campaign features brand ambassador Vidya Balan

    Nihar questions culture of beauty stereotyping in campaign

     

     

    Nihar Naturals Coconut Hair Oil has launched its latest campaign challenging the culture of beauty stereotyping ingrained in society.

     

    Women are often subjected to perceptions of being ‘more capable’ or ‘less capable’ based on their physical appearance and their choice of hairstyle. Nihar Naturals has always been at the forefront of challenging stereotypes. In 2015, Nihar partnered with Neilson to launch a nationwide study #IAMCapable, to build awareness amongst women about this culture of beauty stereotyping. The report drew attention to the biases faced by Indian women today – 64 per cent of Indian women have agreed that judgments passed on them have affected their ability to reach their true potential.

     

    Leveraging the platform further, BBH has conceptualised and executed the latest campaign, which reiterates Nihar Natural’s brand purpose and takes the conversation a notch higher. Featuring long-term brand ambassador Vidya Balan, the campaign drives a strong message that a woman’s capability should not be judged based on the choice of her hair style.

     

    Speaking on the campaign, Anuradha Aggarwal, Chief Marketing Officer at Marico Limited said: “Over the years Nihar Naturals through its various campaigns has communicated that a woman’s hair cannot be a parameter of judging her or her capability in anyway. In each campaign, the brand has talked about a new aspect in which women are judged. This year’s campaign talks about how beautiful hair is not a sign of a woman’s capability, it is only a sign of a potent hair oil.’”

     

    Said Subhash Kamath, CEO & Managing Partner, BBH India:  “Nihar Naturals is one of Marico’s most successful and fastest growing brands and we’ve been proud to be partners on its journey. The hair care category is a very competitive and cluttered one. So it’s quite a challenge to create a differentiated brand idea. Happily, we’ve been able to do that for Nihar. It’s not just a hair oil but a tongue-in-cheek social commentator too, a strategy that’s worked very well for the past 6 years.”

     

    Added Rajesh Mani, Executive Creative Director, BBH India: “Nihar Naturals has, over the years, taken a humorous dig at societal judgements on women’s hair and equating it with their capability. So the TVC is like a playful theatre of the absurd. The photo studio and the changing of backgrounds according to a woman’s hair style bring about the subconscious judgements that people make about women. And our brand ambassador Vidya Balan has essayed a wonderful role to bring the idea alive. All credit to the director E Suresh of Eeksaurus for a superbly art directed film. His craft took the film to the next level.”

     

  • This World Heart Day Saffolalife encourages people to Stay Active, Eat Better and Be Happy for a Healthier Heart

    Saffolalife’s new campaign inspires consumers to take small steps towards a healthier heart

    By A Correspondent

     

    Saffolalife has launched a new World Heart Day campaign coining “Chhote Kadam – dilke bade kaamke” as a creative idea to drive home the point of the need to have a healthier heart.

     

    Various consumer studies have revealed that most people see achieving heart health as a daunting task and find it difficult to make big changes in their current lifestyle. This is the reason that despite being aware, there is inertia towards taking proactive steps regarding heart health. Taking cognisance of this barrier, Saffola realised that it needed to change the language around heart health to showcase how it can be made enjoyable, everyday yet effective.

     

    Saffolalife kickstarted the campaign with a TVC that hums the tune – “Chhote Chhote kadam, ta ra rum pumpum, roz-roz uthaya karo”.  It showcases people in all walks of life taking tiny steps towards a healthier lifestyle – regular walks, playing a sport, indulging in dance or yoga, being happy and having fun, eating mindfully by avoiding junk food or consuming in small portions, etc.

     

    Additionally, Saffolalife has launched the Healthy Lifestyle Index on www.saffolalife.com, which tool that correlates lifestyle score to heart health. The Saffolalife Healthy Lifestyle Index has been developed in conjunction with eminent cardiologists, dieticians and doctors with the mission to educate people on early heart health measures.

     

    Said Anuradha Aggarwal, Chief Marketing Officer, Marico Limited: “Saffolalife has always stayed committed to spreading awareness and making people realise the importance of heart health. This year’s campaign evolves that paradigm and talks about proactive heart health. It is a progression that the consumer is seeking – an evolution from fear of illness to proactive health. The new communication aims to inspire people to take small steps like staying active, eating mindfully and being happy which will go a long way towards leading a healthier life.”

     

    Added Partha Sinha, Vice Chairman & MD, MccannWorldGroup: “The health narrative in this country was getting rather daunting and discouraging. We figured out that if health is not a part of everyday living, it becomes unattainable. At Saffolalife, we want to encourage people to embrace health in everyday life and open their minds to the possibility of benefiting from small, enjoyable steps to health.”

     

  • Nihar Naturals Shanti Amla has undertaken the cause of children's education at the heart of its existence

    Vidya Balan promotes edu message for Nihar

    By A Correspondent

     

    Nihar Naturals Shanti Amla has launched its latest campaign – Dikho Khoobsurat, Karo Khoobsurat in tandem with its long term commitment to furthering children’s education in the country.

     

    Nihar Naturals Shanti Amla has undertaken the cause of children’s education at the heart of its existence. Embarking on this mission four years ago to make education accessible to children across India, the brand contributes 5 per cent of its profits towards children’s educational development, thereby becoming an enabler for consumers to make a positive change to the society.

     

    The TVC created by BBH India showcases Vidya Balan walking through the streets, wherein people are gesturing to ward off the evil eye or traditional Indian habit of ‘Nazar Utarna’. While walking, packs of school children start following her lead. At the end of the TVC, Vidya gives credit to Nihar Shanti Amla for her long, lustrous and beautiful hair, which is garnering her admiration from these people. She adds that not only does the brand help add to her appeal, but also takes on its commitment to educate children, by contributing 5 per cent of its profits towards this cause. The tagline ‘Dikho Khoobsurat, Karo Khoobsurat’ further reiterates the brand purpose of Nihar Shanti Amla of being an ally to progress.

     

    Speaking about the new campaign, Anuradha Aggarwal, Chief Marketing Officer at Marico Limited says, “It has been four years since Marico started investing in educating underprivileged children through Nihar Naturals Shanti Amla, with a clear objective to bring about a discernible change in the society. The new campaign, ‘Dikho Khoobsurat, Karo Khoobsurat’ captures the essence of our brand purpose of giving you healthy and radiant hair, while focusing on the creation of an environment where children are not compelled to drop out of school for financial reasons.”

     

    Subhash Kamath, CEO & Managing Partner, BBH India adds “We’ve always seen Nihar as a very progressive brand. And progressive brands don’t just say things, they do things that make a real difference to people’s lives. In that context, Nihar Shanti Amla has been consistently successful by giving it’s consumers a dual benefit i.e. get great looking hair as well as do good for society by promoting children’s education. We’ve stayed on this ‘Look good & do good’ premise for 4 years now and it’s paying rich dividends. I believe this new commercial will help grow the brand from strength to strength”

     

    Rajesh Mani, Executive Creative Director, BBH India said, “To bring alive the brand’s twin purposes, we used a very slice of life creative device – “nazar utaarna”. In normal sense, the gesture of nazar utaarna is more for an outward personification of beauty but in this case our brand ambassador – Vidya Balan is being appreciated not just for her great hair but also for being a change agent. The visual narrative is symbolic of what the brand does and the earthy lyrics, sung in a child’s voice, adds memorability to the film.”

     

  • Saffola Masala Oats will continue its journey of creating delectable flavors and further strengthen the Saffola Fit Foodie platform with Chef Kunal

    Chef Kunal Kapur lends expert advice for Saffola Masala Oats in new campaign

    By A Correspondent

     

    Saffola Masala Oats’ has launched a new campaign showcasing its Chefs Choice range. Leading the launch communication is the brand ambassador – Indian Celebrity Chef Kunal Kapur, who has played an integral role in creating the new Italian and Chinese flavors.

     

    The brand has kick started the launch through its new advertising campaign featuring Kunal Kapur. The campaign highlights the dilemma of consumers who crave for exciting and savory snacks but feel guilty giving into the temptation of unhealthy munching. Two, 30-second television commercials which recently went on air, showcase Kunal providing the perfect guilt-free solution to their problems by infusing the flavors they crave for- Chinese and Italian, in the goodness of Oats.

     

    Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “We have launched the new Chinese & Italian variants keeping in mind that consumers crave for these exciting flavours during snacking occasions. Through our new campaign, we want to drive the message that one can satisfy craving for their favourite flavours through Saffola Masala Oats without the guilt of eating heavy snacks. We are delighted to have Kunal Kapur as the face of the brand. His culinary expertise and a healthy lifestyle approach reflects the core values of our brand. We are confident that this association will go a long way in offering consumers many more delightful taste options that they can choose from and stay healthy at the same time.”

     

    Pradyumna Chauhan, National Creative Director, McCann Erickson said, “Saffola Masala Oats is doing phenomenal in the market. And the task with the launch of these two flavours is to take that to the next level. So we have done two things with the campaign. One, keep the promise ‘don’t hold back but khao jee bhar ke’ again at the very centre. And two, really give distinct chinese and italian flavour to the two films in terms of cinematic treatment. Now all we want to say to our consumers is, bon appetit!”

     

    Saffola Masala Oats will continue its journey of creating delectable flavors and further strengthen the Saffola Fit Foodie platform with Chef Kunal. Saffola Fit Foodie is a one stop destination for healthy recipes, which also encourages consumers to adopt healthy eating habits. He will be leading the Saffola Fit Foodie expert’s panel to create some amazing and innovative recipes.