MxMIndia

Tag: McCann Mumbai

  • It comprises a set of shorter 19 sec films, print, outdoor, radio spots, digital engagement and on-ground activation

    Asian Paints illustrates the importance of doing great work in new digital film

    By A Correspondent

     

    Asian Paints has launched a new digital film for its adhesives range of products. The new brand film titled ‘Screaming Furniture’, featuring Nawazuddin Siddiqui has been conceptualised by McCann India.

     

    Speaking about the new digital film, Amit Syngle, COO, Asian Paints Limited said: “Ever since its launch, the Asian Paints Adhesives range has always stood for providing a modern and progressive choice, a Choice Tarakki Ki, to customers and applicators through its range of innovative and high-performance products. With this new film, we are aiming to strengthen this position even further, amongst the target segment. This film is a fun & engaging watch. It takes the brand message and creatively weaves in the insight that a perfect job is crucial to earning a perfect reputation in the market. And with Asian Paints Adhesives, you will always get a perfect job done!”

     

    Added Suraja Kishore, Executive VP & GM – McCann Mumbai: “Adhesives as a category have been far too long stuck in a grimy sweaty functional space. Coming from Asian Paints, key point of difference for our adhesives is that it helps carpenters achieve not just function but also form and finesse. To bring alive this point our campaign creatively amplifies the idea that liability of not using Asian Paints Adhesives is to be remembered for a shoddy job. The insight that every time a furniture makes a creaking noise we don’t blame the adhesives we rather blame the carpenter has been cleverly amplified in an amusing manner. We are excited to rewrite the rules of the category and make Asian Paints adhesive synonymous with design and décor rather than mere functional benefit of just great bonding.”

     

     

  • AT has worked in agencies like FCB Ulka, Ogilvy & Mather, Leo Burnett, McCann & TBWA

    Abhinav Tripathi joins McCann as Executive Creative Director

    By A Correspondent

     

    Abhinav Tripathi

    Abhinav Tripathi has joined McCann Mumbai as Executive Creative Director.

     

    He has worked in agencies like FCB Ulka, Ogilvy & Mather, Leo Burnett, McCann and most recently with TBWA.

     

    Announcing the appointment, Prasoon Joshi Chairman APAC and CEO & Chief Creative Officer McCann Worldgroup India said: “I am delighted to welcome Abhinav back to the McCann family. Abhinav represents the breed of fine creative people who also have sharp understanding of strategy and brands. He has grown with McCann and has been an integral part of our creative journey, am sure his second innings with us will be even more valuable.”

     

    Commenting on the appointment, Pradyumna Chauhan-Joint NCD McCann World group added: “I have worked with Abhinav in the past. He is a great collaborator. Much awarded and with an eye on popular culture and emerging communication trends, I am sure he is going to help drive creative excellence.” Said Prateek Bhardwaj – Joint NCD McCann Worldgroup: “Delighted to have Abhinav back in the team. He is a unique talent, one who combines an innate advertising wisdom with a truly modern, techie sensibility. With Abhinav on board, I look forward to even more exciting times ahead for McCann.”

     

  • Targeted towards carpenters and contractors, Asian Paints’ 360 degree campaign on adhesive products – TruGrip and Loctite, is live across digital media platforms

    Asian Paints unveils adhesives range with new digital campaign

     

     

    Asian Paints has launched adigital film that presents its range of adhesives catering to carpenters and contractors. The campaign revolves around the good-natured, diligent and ambitious protagonist Vicky Contractor. With a tagline like ‘Choice Tarakki Ki’, the film leaves a pertinent message about making progressive choices that leaves no room for compromise when it comes to quality.

     

    Created by creative agency McCann, the digital film traces the journey of Vicky Contractor, portrayed by Nawazuddin Siddiqui who begins as a carpenter alongside his brother.

     

    Said Amit Syngle, President of Technology, Sales, Marketing & Home Improvement, Asian Paints Limited: “Adhesives is a strategically important category for Asian Paints and we are committed to offering the most innovative and cutting-edge adhesives products to our consumers. The ‘Choice Tarakki ki’ campaign is a reflection of Asian Paints’ philosophy that exemplifies highest standards of quality and performance. It imbibes a culture of great craftsmanship in carpenters and contractors to bring alive the brands promise. We are certain that this range will promote working diligently Behind the Scenes to deliver exceptional finish for various décor solutions at home.”

     

    Added Suraja Kishore, Executive VP & GM – McCann Mumbai: “Asian Paints is one of the most loved and admired brand, its foray into adhesives takes this legacy forward.  Designed to re-write the rules of the category by offering innovative and superior products, this campaign is rooted in the insight that a craftsman is as good as the tools and tricks he uses. Asian Paints Adhesives gives carpenters and contractors an advantage over others by facilitating not function of sticking stuff but also providing better form and finesse. The choice of Nawazuddin as the protagonist of this story is sure to have appeal amongst a large and important segment who are key user and influencers of this category.”

     

  • Little's enriches the lives of young families by providing products that make the initial developmental years of a baby's life happier, healthier and safer

    Piramal’s baby-care brand Little’s unveils inaugural campaign

    By A Correspondent

     

    Piramal Enterprises’ Consumer Product brand – Little’s recently launched its first TVC in India. The advertisement has been created under the guidance of Prasoon Joshi, CEO, McCann World Group and media strategized in supervision ofSam Balsara, Founder, Chairman and Managing Director, Madison Communications.

     

    Little’s enriches the lives of young families by providing products that make the initial developmental years of a baby’s life happier, healthier and safer. The TVC emphasizes the strong bond between mother and the little one, capturing the joy of motherhood and candid moments of babies in everyday activities. These activities come across as ‘slice of life’ situations that mothers can resonate.

     

    Launched in India in 1980, the baby care brand Little’s is present in a wide range with more than 100 products including – baby feeding bottles, baby skin-care, baby grooming accessories, baby apparels, baby toys, baby bathing, bedding, travel accessories & baby toilet accessories. In November 2015, Piramal Enterprises’ Consumer Products Division acquired the brand which includes the entire product range across six categories. Little’swould be available across 3.5 lakh outlets in India and has been growing at a CAGR faster than the market over the past few years. Although the brand has had a market presence for the past 36 years and is preferred by millions of mothers,this is the first time that strong marketing levers have been deployed through advertisement to increase its footprint.

     

    Commenting on the marketing strategy for Little’s, Dhawal Katkar, Vice President Marketing – Piramal Enterprises Limited, “We aim to make Little’s India’s #1 brand in the baby care range. Little’s has been a preferred choice of mother’s since 1980’s and has a very strong heritage and equity in providing excellent quality products for babies of 0-4 years. We will be looking at scaling this up rapidly to make it the most loved brand for babies. When probing for insights on motherhood, what we discovered is being a mother is always a testing time for her, yet it is filled with very happy & joyous moments which is what makes her become a Little more mother every day. Little’s range of products seamlessly integrates and become a part of this everyday life of the mother & baby’s growth & development, to make it more memorable”. We plan to cover 90% of young Indian mothers through aggressive marketing plans this year.

     

    Commenting on the TVC Pradyumna Chauhan, National Creative Director, McCann Mumbai said: “Littles is a dream brand name for a range of baby care products. The strategy of this campaign is to make that brand name the preferred one for mothers. So we wove the word ‘littles’ throughout the spot including the jingle. As for the creative idea, we kept it simple. Truth is it’s the million little things a woman does for her child that make her a mother. Little’s knows that and supports every mother with its thoughtfully designed products in as many ways as possible.”