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Tag: Marico

  • In collaboration with Madison Communications and Mullen Lintas

    Marico’s Saffola Masala Oats launches new campaign

    Marico’s Saffola Masala Oats has launched a new campaign during the ICC Men’s T20 World Cup 2024.  The two commercials are conceptualised by Madison Communications with the creative concept by Mullen Lintas and executed by Disney+ Hotstar Creative Works.

    Expressing his excitement about the collaboration, Vaibhav Bhanchawat, Chief Operating Officer- India & Foods Business, Marico Limited said: “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”

    Added Jolene Solanki, Chief Operating Officer- Madison Media Ultra: “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”

  • Conceptualised and created by Brand David and Team Marico

    Livon launches digital campaign

    Livon, Marico’s hair serum brand, has launched a digital campaign titled Uncut with Livon – #ExpressInStyle. As a part of the brand’s unfiltered series, Uncut with Livon, delves into uncharted territory with a daring social experiment. The campaign questions stereotypes and societal bias on women’s appearance and hairstyles.

    Conceptualised and created by Brand David and Team Marico, the campaign by Livon showcases a social experiment where four panellists, from different walks of life, are tasked with guessing professions of four women based on their hairstyles. The four women are Mira Erda (race car driver), Indulekha (singer and rapper), Rooparna (stay-at-home mom), and Mallica (finance news reporter).

    Notes a communique: “The uncensored series is committed to challenge social conditioning in its episodes and upcoming series in the future.”

  • Partha Sinha, President-Response, Bennett Coleman elected VP

    Marico CEO Saugata Gupta is new ASCI Chairman

    By Our Staff

     

    Saugata Gupta
    Saugata Gupta

    Saugata Gupta, Managing Director and Chief Executive Officer of Marico Limited, will be the new Chairman of the ASCI Board of Governors. This was announced following the board meeting that followed the 37th annual general meeting last week. Gupta’s association with ASCI spans several years; two years on the Board of Governors and four years as a special invitee on the Board of Governors.

     

    Partha Sinha, President, Response, Bennett Coleman & Company Limited, was elected Vice Chairman, and Sudhanshu Vats, Deputy Managing Director, Pidilite Industries Ltd., was appointed Honorary Treasurer.

     

    In his role as ASCI’s new Chairman, Gupta said: “Leading ASCI at this juncture is a privilege. We are in the midst of an extraordinary opportunity to reimagine what responsible advertising means and how consumers need protection in the digital age. ASCI is at the very forefront of this effort as it collaboratively shapes the industry. With the advent of the ASCI Academy, we are active architects shaping a more responsible future. Our mission is to instil the principles of self-regulation into the very heart of the creative process. I eagerly look to take further the ambition we have drawn for ourselves. With the support of my board colleagues and ASCI’s exceptional team, we are all set to raise the standards of responsible advertising.”

     

    Recalling his tenure at ASCI, the outgoing Chairman, NS Rajan said, “Leading ASCI over the past year has been an immensely fulfilling journey. I am proud that, as a collective team, we have strengthened our abilities to be ready for the future. The launch of the ASCI Academy is a significant event that I am sure will yield positive results.

     

  • The win was a result of a multi-agency pitch

    Mullen Lintas bags mandate for Saffola Honey & Soya

    By Our Staff

     

    Mullen Lintas Mumbai has bagged the creative mandate for Marico’s Saffola Honey and Saffola Soya, following a multi-agency pitch. The agency already handles the creative duties of Saffola Gold, Saffola Oats (Masala & Plain) and Saffola Oodles, thus expanding the portfolio.

     

    Speaking of the win by the agency, Hari Krishnan, Chief Executive Officer, Mullen Lintas said: “Forgive the pun but this win is too sweet! It was a really exciting challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand. We were able to define the business objective and the problem definition sharply and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine. We look forward to partnering Marico in building a distinct brand space for Saffola Honey & Soya.”

     

    A Marico spokesperson added: “We see tremendous potential to build scale in the healthy foods category. We are committed to deliver ‘better for you’ differentiated offering to our consumers under our brand Saffola. With our partners Mullen Lintas, we are looking forward to create new benchmarks in this exciting category.”

     

  • Campaign created by WPP advertising agency

    Marico launches special Parachute packs as tribute to farmers

    By Our Staff

     

    Marico Limited’s flagship initiative – Parachute Kalpavriksha Foundation launched a multi-pronged campaign to pay tribute to India’s farming communities by celebrating their spirit of growth.

     

    Speaking on the campaign, Koshy George, Chief Marketing Officer, Marico Limited, said: “Marico has always believed in rearing brands with purpose as our core strategy. This campaign, under Parachute Kalpavriksha Foundation is dedicated to the country’s farmers. The unique limited-edition packs will act as a platform to acknowledge their consistent contribution to the society and give a glimpse of their life to the people. The objective is to appreciate and highlight how every farmer rises above their circumstances to feed the people. Our brands have always led the way with authenticity, this campaign is yet another way to create deeper connections in the communities to understand and support them at the ground level. Thus, trying to make a difference in their lives significantly”

     

    Added Rohit Devgun – ECD Team @ WPP added: “The Parachute Kalpavriksha Foundation campaign is dedicated to our nation’s farmers. The film is a tribute to the ones who form the backbone of our agriculture-oriented economy. It tells you the untold story of those who rise above their circumstances every day and work hard towards feeding a growing nation. The special limited-edition pack design with real farmer stories serves as a platform to highlight their ongoing contributions to society and provide a window into their lives for us.”

     

  • Creatives from Amazon, Hindustan Unilever, Marico, Mondelez and Whirlpool share laurels in the TV category as Hindustan Unilever dominates the digital category

    Kantar launches 2nd edition of  Creative Effectiveness Awards

    By Our Staff

     

    Kantar, the marketing data and analytics company, has announced winners of the second edition of its now annual Creative Effectiveness Awards. The firm tested more than 13,000 creatives for clients around the world. Around 10% (1300+) of those creatives were tested in India alone. The India report shortlisted over 350 ads, tested across categories, markets, TG’s and media channels.

     

    Across television ads tested in India, Kantar has awarded standout performers in five product categories- Food & Beverage, Personal Care, Durables, Home Care & Services. Kantar has also included a special segment on social causes and this edition spotlights

     

    ‘Un-stereotype’ which all about celebrating gender progressive advertising.

     

    Here are the Kantar Creative Effectiveness Awards 2022 India Winners:

     

    Commenting on this year’s winners, Soumya Mohanty, Managing Director and Chief Client Officer, Insights Division, Kantar said, “The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learnings that we have had in the area while working with the leading marketeers in India.”

     

    Key highlights from this year’s report:

     

    >> Kantar’s Strategic Sparks identified for effective and creative TV advertising:

     

    1. Indians love to ride fulfilling story arcs: Stories create room for empathy, engagement, and vivid memories through which one could influence the way in which consumers think & feel about the brands.

    2. Touch of drama helps: Just the right kind and quantity of spice delivered through creative storytelling and filmmaking,  elevates even the repetitive themes, to make them more personal, relevant and aspirational.

    3. License to be extravagant in visualization: Indians are open to suspending their disbelief for the well visualised film

    4. Layer in emotional meaningfulness: Emotive contexts have the potential to make the consumers warm up to even the dry functional categories.

    5. Show, not tell: Integrating brand payoffs as an organic plot event in the script is a timeless approach toward creating vivid and persuasive memories.

     

    >> Kantar’s Strategic Sparks for effective and creative digital advertising:

    1. Customized and integrated content yields significantly higher ROI​: Carrying forward creative stories and elements from other media amplify the impact of digital assets.

    2. Shoot for instant meaning: Given the attention poor consumers and short window available, it pays to ensure that the consumers are not called to do any additional work for decoding what they are supposed to think and feel about the brand

    3. Ride the moment: Embrace the topical issues and trends, to engage and be relevant

    4. Strike an emotive chord: Well told stories open up consumers for longer format videos

    5. Hook them early:  Promise of a fulfilling story arc, emotive journey and humor help in ensuring that consumers stay invested beyond 6 seconds.

     

    >> Unstereotyping: Time to mainstream progressive gender portrayal

     

    Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which Kantar now includes as a measure of gender portrayal in advertising as an integral part of its Link™ communication pretesting solution. Thus, setting a foundation for marketers to review the potential of their creative executions on this dimension to monitor progress over time.

     

    Unstereotype metric* (UM) in the long term provides learning and context for gender progressive advertisements. UM is now measured for 14,000+ ads across 70 countries, 3,300+ brands and 251 categories.

     

    :: Unstereotyping in advertisements is predicted to unlock higher marketing ROI. It signifies strong brand equity and is likely to impact short term sales as well. This impact is not only true for women, but progressive male role models also impact business outcomes across categories.

    :: Progressive ads are more effective and trigger positive engagement. They are in general seen to be more enjoyable, relevant, different and even pleasantly surprising.

    :: Unstereotyping affects various aspects of the brand- power, meaningfulness, difference and saliency especially seen in food & beverage, household and personal care categories.

    :: There are clear and present rewards for brands that seek to be at the forefront of embedding progressive gender roles

     

  • This was created by 1702 Digital, a Mumbai-based digital agency

    Marico’s ‘#PassTheCocosoul’ campaign

    By A Correspondent

     

    Marico conducted a digital campaign for CocoSou, its cold-pressed virgin coconut oil. This was created by 1702 Digital, a Mumbai-based digital agency.

     

    Commenting on the initiative, Sampanna Kagalkar, Marketing Manager for CocoSoul said: “This #Passthecocosoulchallenge campaign was really effective and apt during the lockdown. Coco Soul which is always hinged on its natural goodness has immense immunity boosting benefits that were to be brought in conversation organically. With this campaign, the product seamlessly transcended into segments like Fitness, Lifestyle, Food, Health & Nutrition. This led to a stream of conversations across the country reaching out to the relevant audiences and creating higher credible engagement.”

     

    Added Pranay Bhan, Associate Creative Director, 1702 Digital:  “The influencers we tied up with had the appeal towards the relevant digital segments. This helped us see a definite increase in engagements, views, and impressions.”

     

     

  • The agency currently also handles Marico's edible oil brand Saffola

    Mullen Lintas bags Marico’s Veggie Clean

    By A Correspondent

     

    Marico has recently launched Veggie Clean, a vegetable and fruit cleaner. To launch and promote the new product, it has granted its full-service creative mandate to Mullen Lintas Mumbai. The agency currently also handles Marico’s edible oil brand Saffola.

     

    Hari Krishnan

    Talking about the win, Hari Krishnan, CEO, Mullen Lintas said: “Over the past few years, personal and domestic hygiene have become paramount for consumers across the country, which has led to many new behavioural trends and habits. We are delighted that Marico has assigned us the creative duties for Veggie Clean and our task is to create a permanent place for the brand across the many kitchens of India. This will be a digital-first brand and teams have already begun the work to craft the brand idea and seed the brand message.”

     

     

  • The account will be handled from the agency’s Mumbai office

    Isobar India bags digital mandate for Set Wet

    By A Correspondent

     

    Isobar India has been appointed as the digital partner for Marico’s male grooming brand Set Wet. Isobar won the account following a multi-agency pitch. The account will be handled from the agency’s Mumbai office.

     

    Commenting on the win, Shekhar Mhaskar, Chief Growth Officer, Isobar India said: “It’s a pleasure to have Set Wet as one of our marquee clients. With the creative use of digital, which is at the core of everything we do, we will strive to see this partnership go from strength to strength, and partner Set Wet in its progression from a product brand to a grooming brand.”

     

    Added Prashant Lodaya, Business Head- West, Isobar India: “Set Wet is a great story waiting to be told through digital. At Isobar, we’ve always believed in doing customer centric work and Set Wet is a unique opportunity for us to demonstrate that principle.”

     

     

  • The mandate comprises end-to-end digital services, which encompasses communication strategy and creative duties

    Jack in the Box bags digital mandate for Parachute oil variant

    By A Correspondent

     

    Jack in the Box Worldwide has won the digital mandate for Marico’s Parachute Advansed Coconut Crème Oil (couldn’t fit such a long name in the headline!). The mandate comprises end-to-end digital services, which encompasses communication strategy and creative duties.

     

    Commenting on the win, Kaizad Pardiwalla, President & Chief Operating Officer, The 120 Media Collective, said: “Parachute is an iconic brand in India and we are delighted to work on its latest innovation Crème Oil. The team at Marico is extremely committed to digital and what it can deliver for the brand which is in perfect sync with our philosophy of creating content for business impact. We look forward to creating content that delivers business impact for Crème Oil and firmly establishing the brand in the hearts and minds of consumers.”

     

     

  • It may be recalled Marico has been with Madison Media for 14 years from 2003. It lost the account to Lodestar UM in October 2017. This year the account went again on pitch.

    Marico back with Madison Media

    By A Correspondent

    Madison Media has  announced that it has won the Marico Media AOR in a competitive multi-agency pitch. Madison Media will be responsible for all media including Digital and will handle the account from April 1, 2019. It may be recalled Marico has been with Madison Media for 14 years from 2003. Then, in a pitch supervised by ATK, Madison Media had lost the account to Lodestar UM. This year the account went again on pitch.

    Said Vikram Sakhuja, Partner & Group CEO Madison Media & OOH: “We are absolutely delighted to win back the prestigious Marico account. We are confident that we will be their true business partner and substantially contribute to their growth story. We are happy that Marico evaluated our cutting edge Digital expertise and found us as the right fit”.

    Added Koshy George, Chief Marketing Officer, Marico Limited: “We look forward to this partnership with Madison Media. The agency brings in an expert team whose creative ideas and approach resonate with our ethos. It is critical to have a team combining creativity, expertise and execution excellence in today’s fragmented media landscape to drive value.”

  • 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.”