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Tag: Ogilvy & Mather

  • Ogilvy & Mather maxed the tally at the Kyoorius Creative Awards as also winning a Black Elephant along with Early Man Films for Publicis’ Khali ad

    Khali rules at Kyoorius

     

    By Anuka Roy

     

    As any advertising veteran will tell you, there are always a lot of elephants in the room at awards shows. At the Kyoorius Awards 2016, there were only two: a Blue Elephant and a Black Elephant. The pachyderms are actually the top prizes at the Kyoorius Awards which, in their third year, are again being hosted in association with D&AD.

     

    But the main event at this year’s edition of Kyoorius (its third), was watching Ogilvy & Mather and BBDO grab top honours across categories. While Ogilvy won 17 Elephants, including the coveted Black Elephant, the topmost honour, BBDO racked up an impressive tally of 13 Blue Elephants.

     

    Two Black Elephants were awarded for groundbreaking work in a category that intended to create new conversations with its audience, or have a transformational impact on the industry. While Ogilvy & Mather won it for their creative, Beauty Tips by Reshma, Early Man Films won it for their Ambuja Cement ad that featured plus-sized wrestler Khali. Indeed, the Khali ad was much-talked-about that evening, as Bobby Pawar, Managing Director and Chief Creative Officer of Publicis Worldwide, which created the ad, also acknowledged. “It is one of the most talked about works and I am very proud of it,” Pawar later said. “At it’s most basic level it is a human story of a man who is born too big and strong for this world, and added to that is the element of humour of watching (Khali) him crash into and break things.”  The Khali ad had also won the biggest prize at the Goafest Abby in April.

     

    The Reshma ad, too, clearly touched a chord with people. As Piyush Pandey, Executive Chairman and Creative Director of Ogilvy and Mather India and South Asia, said: “I think the main reason is Reshma’s bravery. I salute her bravery — and my team’s way of thinking about it and working closely with Reshma. It is a very sensitive way of handling, and hats off to each one of them for collaborating for a cause.”

     

    This year’s Kyoorius, held at Mumbai’s NSCI Indoor Stadium, had some firsts. To begin with, there were three categories of awards — Advertising, Media and Digital – which reflect the reality of today. And, as the organisers said, there was at least a 30 per cent increase in the number of entries. A total of 1,863 entries were submitted this year, and each category was judged by its own jury, headed by chairmen/foremen Ralph Barnett, National Creative Director, SapientNitro (for digital), R Balki, Group Chairman, MullenLowe Lintas (for advertising) and Mike Florence, Head of Planning, PHD Media (for media). Some 164 entries were shortlisted as winners of the Baby Elephant (in-book winners), of which 69 were awarded the Blue Elephant, across the advertising, digital and media categories, and two were awarded the exclusive Black Elephant. Other winners included DDB Mudra, The Glitch, Dentsu India, River Advertising, SapientNitro, AIB Vigyapanti, Happy Creative and others.

     

    The awards event was attended by more than 1,500 professionals, including CEOs, marketing directors, brand managers, creative and media gurus from the advertising, digital and media industries across the country. Hosts Lekha Washington and Colvyn Harris kicked off the evening by taking a friendly jibe at AIB comic Tanmay Bhat, whose recent Snapchat video had stirred a controversy. Harris, former JWT South Asia CEO, making his debut as an emcee: said “I have to do something new every year, I was asked by them and I said why not. I really enjoyed myself.”

     

    For advertising and media folk, no evening is complete – not even an awards one – is complete without some high-octane revelry. Addikt, which was in charge of ‘setting the mood’, had put up 180-degree LED screens to go with house beats and psychedelic displays. “What we try to do here is to create celebration instead of ceremony. It should be fun, wild and loud. That is why we switch on the big LEDs, add bright colours and loud music,” said Barry Schwarz, Creative Director of Addikt. When the advertising and media industry parties it up, nothing can be considered OTT.  Hmmm.

     

    First appeared in dna of brands dated June 6, 2016

  • The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of "TayyariJeet Ki", by positioning the new variant to be a partner in preparation for exams

    ‘TayyariJeet Ki’ pays ode to mothers in latest campaign

    By A Correspondent

     

    Cadbury Bournvita has unveiled a 360-degree integrated marketing campaign, to announce the launch of its new variant, Cadbury Bournvita Badam Booster. The campaign includes a new TVC, as well as extensive outdoor and digital activation, targeting the brand’s core target audience – mothers. The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of “TayyariJeet Ki”, by positioning the new variant to be a partner in preparation for exams.

     

    Commenting on the launch of the campaign, Amit Shah, Associate Director, Marketing, Gum, Candy & Powdered Beverages, Mondelez India Foods Private Limited, said, “We are delighted to launch Cadbury Bournvita Badam Booster which will provide the nutrition of Cadbury Bournvita’s pro-health vitamins along with goodness of real almonds and honey to our consumers. We believe that parents are partners in their child’s journey and try to instill in them good habits which help them prepare and meet life’s challenges. Our latest TVC is inspiring, in an otherwise functional category, reinforcing the importance of the child’s overall learning over rote learning to score marks in exams. The TVC interweaves these insights into the Cadbury Bournvita philosophy of “TayyariJeet Ki” along with the unveiling of our new product Cadbury BournvitaBadam Booster.”

     

    Ryan Mendonca, Senior Creative Director, Ogilvy & Mather added, “”Progressive parenting is at the core of Bournvita’s advertising. We thought this new variant, BournvitaBadam Booster, could be a vessel to carry an alternative paradigm about exams and education. Truth is that under the pretext of education, real learning has taken a backseat. This film is a gentle reminder about where the focus of education should be. For us, this spot is another chapter in “TayyariJeet Ki.”

     

    The TVC starts with school principal addressing parents, on the eve of exams. The principal asks the assembled parents if they remember the marks they secured when they appeared for their standard 9th exams. Most parents do not remember, to which the principal confesses that she had herself just scored 59 per cent but highlights the fact that she still went on to become their children’s school principal. The principal further reinforces that a report card only constitutes of numbers and does not measure a child’s true potential. She concludes by suggesting that parents must focus on their child’s learning and not their marks. The film ends with the campaign tagline of ‘TayyariHar Exam Ki’, which summarizes the theme of the TVC.

     

  • The TVC reinforces the promise of a strong bond that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive

    Bonding takes a new meaning in Fevicol’s latest campaign

    By A Correspondent

     

    Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that Fevicol has come to stand for.

     

    Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. Through the trademark ‘humour’ thatFevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengtheningFevicol’s positioning of being the ultimate adhesive.

     

    Piyush Pandey Executive Chairman and Creative director, Ogilvy & Mather – South Asia says, “Fevicol has always stood for ultimate bonding.  Bonding beyond its physical manifestations, bonding of culture and humanity.The new film takes the festival of Govinda (Lord Krishna’s birthday) which is celebrated across the country by people making human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue and cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”

     

  • The campaign aims to amplify the idea of not having to compromise one's desires in order to save for the future

    SBI Life’s new TVC urges people to fulfil their wishes

    By A Correspondent

     

    SBI Life launched the latest TVC titled ‘Ab har shouk poora hoga’ (now every wish will be fulfilled), taking forward the brand’s core idea of – Celebrating Life, wherein the protagonist indulges himself in the most unexpected way for its product SBI Life Insurance’s Wealth Plan. The campaign aims to amplify the idea of not having to compromise one’s desires in order to save for the future.

     

    Created by Ogilvy & Mather, the campaign amplifies the idea of not having to compromise your desires in order to save for the future. One half of our life is spent in working hard and saving harder in order to secure the other half. No wonder that insurance communications have always pegged around the later aspect on how to secure our family’s life once we have no income. Given the clutter, the communication of SBI Life Insurance’s Wealth Plan is distinctly refreshing.

     

    “The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” says Braj Kishore, Head- Brand & Corporate Communication, SBI Life Insurance.

     

    Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, says: “The common man in India spends his whole life and money on every day, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different.Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What’s more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”

     

    Abhik Santara, Senior Vice-President, O&M, says: “The communication task for any financial product is duel. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”

     

  • A survey by Breakthrough showed that 90 percent of women and girls have experienced sexual harassment once in their lifetime

    Breakthrough gets mothers to educate sons on evident social evil

    By A Correspondent

     

    Every woman deals with sexual harassment in varying degrees in her day to day life. A survey by Breakthrough showed that 90 percent of women and girls have experienced sexual harassment once in their lifetime.

     

    For the most part, young boys and men are unaware of what actually constitutes sexual harassment. Many of their actions that are ‘fun’ to them can actually be categorised as harassment.  Worse still, their actions are justified by friends, family and community with a dismissive statement – “boys will be boys”. This attitude had to change, if we had to root out this evil from Indian society.

     

    Zenobia Pithawalla – Executive Creative Director, Ogilvy & Mather said: “The task at hand was to go beyond creating awareness. Society needed a solution. To talk to these young men, we decided to partner with the greatest influencers in their lives – their mothers. It was important for every son to realise even his mother is not spared. So we invited mothers to share their sexual harassment stories with their sons. In the hope that every son will do his bit to ensure what happened to his mother doesn’t happen to another woman.”

     

    Sonali Khan – Country Director, Breakthrough said: “When Zen and her team presented creative ideas this one stood out. Conversations about sexual harassment don’t happen within Indian families. I have a 19 year old son and I asked myself, ‘did I ever have such a conversation with him’? If a parent has such a conversation what will be the impact? Also do boys understand the incidences they call ‘small’ can gravely impact a girl’s life?  Changing the way you think about harassment is key. And this communication tries to do that. Nothing is trivial.”

     

  • PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner

    Center Fresh takes new communication stance in latest campaign

    By A Correspondent

     

    Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.

     

    To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.

     

    The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.

     

    “It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”

     

  • The campaign draws attention to the fact that great taste in everyday food made with MTR Masalas is a mood lifter at the dining table which in turn paves way for stronger family relationships

    MTR Foods unveils new ad campaign

    By A Correspondent

     

    MTR Foods has unveiled a new ad campaign for its masala category. The new campaign demonstrates how authentic homemade dishes made with MTR’s masalas help a woman bring the family together.

     

    The campaign draws attention to the fact that great taste in everyday food made with MTR Masalas is a mood lifter at the dining table which in turn paves way for stronger family relationships.

     

    Commenting on the new campaign, Vikran Sabherwal, Vice President – Marketing, MTR Foods said, “We at MTR Foods have years of proven culinary expertise behind us and have always focused on preserving the authenticity of ingredients, processes and age-old recipes. Our masalas are made with the perfect 4 step process of selecting best ingredients which are then blended, roasted and pounded to perfection. Keeping this in mind, we have launched this new campaign to showcase how MTR’s range of Spices and Masalas can help a modern homemaker make everyday food special and bring the family together. We are confident that our target audience will love this new campaign.”

     

    Explaining the insight behind the campaign, Tithi Ghosh, Client Services Director, Ogilvy & Mather – Bangalore stated, “Our research has shown that tasty food helps in elevating the mood of every family over meal time. The campaign highlights the concept of creating fond family memories over irresistible authentic Indian food made with MTR Masalas. In the commercial we see how the mother is instrumental in quickly changing the mood of her household and strengthening the bond between the father and son by bringing together a delectable spread of Indian food made from MTR’s masalas.”

     

    The campaign has been released in four Indian languages spread over six weeks across TV channels and digital mediums. To reach out to larger consumer base, MTR is also advertising in mediums like cinema, mobile, print etc.

     

  • The campaign theme reinforces strong association with FIAT's key attributes- superior driving experience and build quality

    FCA unveils new brand campaign – “Crafted for Car Lovers”

    By A correspondent

     

    FIAT Chrysler Automobiles India revealed its new brand campaign, “Crafted for Car Lovers”. This would facilitate FIAT brand to resonate with Indian customers and enhance the brand appeal.

     

    The underlying theme of the campaign is based on the insight that Fiat Cars are designed for the true auto enthusiasts. The TVC effectively portrays the brand promise of superior drive and strong build quality. It depicts the entire Fiat Product line up including the two brand new additions, the Abarth 595 Competizione and the Abarth Punto.

     

    Speaking on this campaign, Kevin Flynn, President and Managing Director, FCA India said, “FIAT cars are for those auto enthusiasts and car lovers who rate superior driving experience and robust build quality above other parameters. Through this campaign we want to rekindle the trust in our loyal Indian FIAT fans. Our commitment towards the Indian market is massive. We are working aggressively and constantly innovating to provide the best of products and world class services to our customers. At FCA India we are also evaluating the market to introduce relevant products from FCA’s international stable.”

     

    Neville Shah, Group Creative Director, Ogilvy & Mather said “You speak to a true car lover you will notice that they really are not interested in the frills, that extra knob here and an extra sticker there. What really matters to them is the way the car grips the road when you throw her round a corner, the confident thud that you hear when you shut the door, the way the car will swallow potholes and smooth tarmac without hesitation. You will also notice that they feel that much more for their cars. And this is exactly what we also saw with the many Fiat owners. They understand cars and therefore they quickly get to the basics – the drivability, the build quality and most importantly that smile that refuses to leave their face after they have taken the car for a quick drive! Our new campaign salutes this car lover, this Fiat lover.”

     

    FCA India is undertaking a 360 degree communication approach across mediums including print and television, hoardings, radio, digital, testimonial films etc. which will run for a span of 45 days.

     

  • Showcasing the revolutionary BMW xDrive, the film illustrates the power of dominating in luxury that the BMW X range possesses

    O&M unveils new campaign for BMW X range of SAVs

    By A Correspondent

     

    ‘Bold Luxury’ takes center-stage in the Indian automobile market with BMW’s latest campaign for its X range of SAVs. Led by the launch of the all-new BMW X6, the ‘Leave Your Mark’ campaign urges the new age Indian X-Range consumer to go out there and dominate all terrain and facets of his life in the luxurious BMW X range of SAVs.

     

    Conceptualized by Ogilvy & Mather Gurgaon for BMW India, the ‘Leave Your Mark’ film entails different BMW X cars traversing a variety of landscape in the city and beyond leaving behind an ‘X’ mark wherever they go. Showcasing the revolutionary BMW xDrive, the film illustrates the power of dominating in luxury that the BMW X range possesses.

     

    Frank-E. Schloeder, Director Marketing, BMW India said: The ‘Leave you mark’ campaign represents the go-getter attitude of the modern day Indian in life and on the road. And it blends in perfectly with the BMW X range, an embodiment of boldness in design and performance.  We believe that this campaign will appeal to our discerning, status oriented consumer who demands more than just a luxurious car for his everyday journeys.

     

    Kapil Arora

    Kapil Arora, President – Branch Head, Ogilvy & Mather North: The BMW X range has stood for luxury with the heart of superior performance. We’ve taken this one step further and are telling our consumer that he has the whole world out there, waiting to be conquered. And now he has the perfect companion for it.

     

     

    Ajay Gahlaut

    Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather: Positioning an iconic product like the BMW X brand in India was an exciting challenge. Having known the thrill of driving one for a few years now, I can vouch for how dominating these cars can be. That’s why our film showcases the X range at its dominating best.

     

  • The campaign, which went live across broadcast and digital media emphasizes how MTR is an indispensible companion for the homemaker in the kitchen

    O&M Blr unveils new ad campaign for MTR Foods

    By A Correspondent

     

    MTR Foods has unveiled a new advertising campaign for its Breakfast Mixes range of products to bring alive the joy of weekend family breakfast in every Indian household. The campaign, which went live across broadcast and digital media emphasizes how MTR is an indispensible companion for the homemaker in the kitchen and helps her create a perfect beginning to a great weekend with family.

     

    The heart of the campaign lies in the simple insight that while homemakers are rushed for time on weekday mornings, weekend breakfasts tend to be more relaxed with taste and variety becoming the focus. This is why MTR’s easy-to-make breakfast mixes prove to be an ace up the homemakers sleeve by providing convenience, variety and wholesome taste. The objective of the new campaign is to communicate how MTR’s wide range of Breakfast Mixes is a great fit for weekend consumption and a natural choice for families to come together and enjoy a delectable breakfast spread.

     

    Vikran Sabherwal, Vice President – Marketing, MTR Foods said: “Breakfast mixes has been one of our successful categories and has huge potential going forward as well. Our research has shown that variety is a key hook for weekend breakfasts and with sixteen different breakfast solutions, variety is MTR’s USP. We took this thought forward and understood from consumers that variety combined with a relaxed weekend morning are perfect ingredients for the family to bond. Our new communication brings this thought together.”

     

    Explaining the rationale behind the campaign, Shamik Sen Gupta, Group Creative Director, Ogilvy & Mather – Bangalore said: “The campaign was aimed at establishing the ‘weekend’ as a consumption occasion for MTR breakfast mixes. The creative concept took the 6-arm device, which had become synonymous with MTR from the last campaign and gave it a fresh spin with the family. In the commercial, we see a family on Sunday morning, working in tandem to help mom make breakfast. The six-arm moment comes through as a finale to their synchronized movement. This helped us position the weekend breakfast as a fun-filled family event rather than just showing the homemaker in the kitchen.”

     

    The campaign has been released in three Indian languages spread over six weeks across TV channels and digital mediums.

     

  • Based out of the agency's Bengaluru office, he would be reporting to Ranji Cherian, President, DDB Mudra South and East

    DDB Mudra appoints Rajat Ray as Associate VP for South & East

    By A Correspondent

     

    Rajat Ray

    Senior advertising professional Rajat Ray has been roped in by DDB Mudra South and East as Associate Vice President, DDB Mudra South & East. Based out of the agency’s Bengaluru office, he would be reporting to Ranji Cherian, President, DDB Mudra South and East.

     

    Ray joins DDB Mudra, fresh from a five-year stint at Ogilvy & Mather, where he was last designated Client Services Director and led the Consolidated Advertising team on the IBM account. Before that, he was associated with prominent agencies like Euro RSCG, Ogilvy (earlier stint) and Fountainhead.

     

    Ranji Cherian

    Said Cherian: “I am happy to welcome Rajat to the DDB family. Rajat brings with him strong creative agency experience handling global brands & businesses. He is an excellent people’s person and demonstrates strong leadership skills.”

     

    Speaking on his appointment, Ray said, “I’m extremely excited about my new assignment at DDB Mudra and look forward to navigate through the unique opportunities and challenges that the alco-bev category presents.”

     

  • The TVCs have been created by Ogilvy & Mather and is on air across channels

    Need solutions for your home? ‘Ask Greenply!’

    By A Correspondent

     

    Greenply Industries Limited (GIL) has kicked off its Ask Greenply campaign with the launch of three new TVCs titled ‘Nayi Maa’, ‘Dhongi Baba’ and ‘The Couple’. In a clear shift from the oft-repeated 20-year ‘durability’ and ‘strength’ proposition in plywood category communication, the TVC nudges the viewer in entertaining ways to ask questions on plywood so that they might take informed buying decisions. The TVCs have been created by Ogilvy & Mather and is on air across channels.

     

    As evidenced by web searches, people are particularly concerned today about weight loss, better shape, life guidance, and companionship. They are always seeking more information and solutions to these pressing questions. Similarly, as living standards in India improve, home owners are increasingly seeking a bigger, better and more glamorous home. The impact of this change can be felt across several categories such as paints, home appliances and especially interior décor. A silent but dramatic movement has recently been seen in the world of plywood and its associated by-products which are now playing a far larger ‘lifestyle’ role in homes. There are myriad plywood options tailor-made to suit specific purposes. However, potential home owners are oblivious to the variety of plywood and its usage. The campaign is directed to enthuse this growing volume of customers who prefer being ‘enlightened’ in all sorts of way before making a purchase.

     

    The campaign is designed to reinforce the thought leadership position of Greenply in the plywood category since the engendering of interest in the customers’ psyche will positively impact the sector in general. At the same time, while there is more technology and feature-richness in Greenply products, there is a need for customers to discover more about these aspects to buy the right products with correct technical consideration.

     

    Viewers generally like a humour angle in a message so that there is a viewing reward at the same time as a product message gets delivered. The humour in this case is tongue-in-cheek in nature, while the product benefits appear at the end in a subtle way. A series of entertaining TVCs brings alive this concept through awkwardly humorous situations where an uncomfortable question has no correct answer.

     

    Kamal K Mishra, Associate VP & Head Marketing at Greenply Industries ltd. said “We believe that Greenply must act, feel & behave like a category leader. As leaders, we must guide the customer such that he makes better brand & product related decisions.  ‘Ask Greenply’ will give birth to a new breed of demanding & educated customers which will positively impact the overall category.”

     

    Mudassar Hossain, Vice President, Ogilvy & Mather, Kolkata says “Research shows that consumers purchasing plywood are disinterested & clueless about what they buy. At best, they ask the same boring set of questions such as ‘Will it last long?’, ‘Is it borer termite proof?’ & at their worst, they blindly follow suggestions of their carpenter or interior decorator.”

     

    Sumanto Chattopadhyay

    Sumanto Chattopadhyay, Executive Creative Director, Ogilvy & Mather, South Asia said, “Most campaigns try to get consumers’ attention by telling them something about the product. What’s unique about this campaign is that it doesn’t tell you anything about the product. Instead it provokes you to ask questions. It’s a great strategy in a category where brands struggle to rise above commoditisation. What makes it all the more effective is that the brand is fully geared up to answer those questions. Ultimately, knowledge is strength. It’s the basis of a durable relationship between the brand and its consumers.”