MxMIndia

Tag: O&M Advertising

  • The new Kohler campaign comprises an integrated outreach and engagement plan

    Kohler pushes focus on Veil via new campaign

    By A Correspondent

     

    With the concept of millionaire toilets seeing a rise around the globe, Kohler – a leader in kitchen and bath designs has unveiled their new campaign titled ‘Irreconcilable Differences’. As a part of this campaign, Kohler showcases their commitment to design and technology by introducing yet another differentiated product – The Veil Intelligent Toilet. The Veil combines thoughtful design, powerful performance and user friendly functionality, giving a unique, innovative and luxurious experience to consumers.

     

    The new Kohler campaign comprises an integrated outreach and engagement plan. This campaign will be spread across all platforms TV, Print & Digital. Featuring with this campaign is a TVC on irreconcilable differences directed by the experienced Vinil Mathew, from Breathless Films, who also directed the hit feature film Hasee toh Phasee. Interestingly this TVC shows how the new, unique and luxurious toilet – The Veil helps in reconciling a millionaire couple going through separation.

     

    Commenting on the launch of this campaign, Salil Sadanandan, Managing Director, Kohler Kitchen and Bath, India said: “Veil is the perfect meld of design and technology. With the Veil Intelligent toilet, we are giving consumers a unique & luxurious experience. We wanted our communication to be different from the usual bathroom advertising, while staying true to the brand’s philosophy.”

     

    Irreconcilable differences campaign will strike a chord with consumers owing to its story and the fabulous Veil. The TVC revolves around a rich couple going through separation with the new product Veil playing a lead role. Kohler with the new product shows that a product can address the balance of luxury, innovation, elegance, and technology.

     

    Conceptualized by O&M Advertising, Gurgaon, the campaign features a touch of Kohler’s trademark boldness, thus making it something of a landmark in a category that largely adheres to conventional communication themes. It is aimed at high-end luxury users and is the first step towards reimagining the brand core of ‘Bold’ and infusing it with luxurious texture.

     

    Kapil Arora

    Kapil Arora, President- O&M Advertising North said: “By targeting the elite, you need to sell a luxury product to an audience that is not impressed by premium imagery alone.”

     

    The result is an idea that is as compelling as its execution.

     

     

     

     

     

     

     

  • What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising

    Tata Sky’s an-ad-a-day approach casts its spell on the viewers

    By A Correspondent

     

    With the aim to achieve maximum reach, Tata Sky has launched a unique offering – Daily Recharge which allows consumers to recharge their DTH subscription just at Rs. 8 daily and get all their desired channels on that day.

     

    The consumer in towns and villages are value conscious. This consumer in most regions still perceives the DTH category as premium and expensive, as compared to the local cable. Tata Sky’s Daily recharge in this case tackles this barrier by providing an entry to the world of quality television viewing at a price lesser than any MSO or DTH player in the world. Not only in small towns and villages, also the urban metros, Daily Recharge will become a huge incentive for consumers to shift from Analog to digital, thereby adding to the cause of digitization.

     

    For such a unique product the campaign too had to be innovative. What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising as it would have left the consumers with a new piece of information but would have failed at engaging them. The challenge was to amplify the everyday usage of the brand and thus the benefits associated with it.

     

    Thus the product was launched with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravels how the product works and intelligently amplifies the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story.

     

    Sukesh Nayak

    Sukesh Nayak, Executive Creative Director, O&M Advertising said: “The product was innovative so the creative idea had to be innovative. For daily recharge we came up with an idea of daily love story. Every day the love story unfolds itself with a new film on national television. The campaign is interactive. The boy and girl update their social profile on daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day to take the love story forward through an immersive digital experience.”

     

    Commenting on Tata Sky’s new campaign launched with the IPL, Malay Dikshit, Chief Communications Officer, Tata Sky said: “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand promise of ‘Daily milenge toh pyaar toh hoga hi” is a simple expression to stay connected with the viewers on a daily basis with our convenient offering. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&M has beautifully brought alive this journey with the help of this addictive love story.”

     

  • Milton's audience is the intuitive Indian woman who anticipates her family's unspoken needs and goes about solving them

    O&M unveils new campaign for Milton

    By A Correspondent

     

    O&M Advertising – Mumbai has launched their first ever brand campaign for Hamilton Housewares for their flagship brand Milton.

     

    Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd. said: “It’s a campaign that brings out the unsaid from the customers point of view and reflects on what the brands true inspiration is. This is the DNA of the brand and the company.”

     

    Milton’s audience is the intuitive Indian woman who anticipates her family’s unspoken needs and goes about solving them. The brand offers thoughtful innovations to help her effortlessly navigate the everyday chores. For example, the ‘Oil separator pickle jar’ that helps her family enjoy the pickle without the excess oil or the ‘Crisp Casserole’ that keeps the roti’s moist-free and warm for longer.

     

    Navin Talreja – President, Mumbai & Kolkata, O&M Advertising – Mumbai shared: “Milton communication development has been a fabulous journey of discovery and delight as we have been continuously introduced to their innovative products. Our job was easy. All we had to do was communicate these WOW innovations and get consumers to love them as much as we did.”

     

  • The TVC takes one through the journey of an army man who is questioning himself – has he truly been a good father to his child?

    ‘Are you a Great Dad?’, quizzes SBI Life through new campaign

    By A Correspondent

     

    SBI Life Insurance has launched its new brand campaign by O&M Advertising that questions the responsible parent in all of us, by asking the pertinent question, ‘Are you a Great Dad?’ The TVC takes one through the journey of an army man who is questioning himself – has he truly been a good father to his child?

     

    The film opens on the army man back from duty waiting longingly outside his child’s school to receive him. The son on seeing his father rushes into his arms and they exchange a big warm hug. The film continues with the father and son enjoying playful moments together, before the mother interrupts to get the child ready for school. It is followed by the child polishing his shoes, imitating his father’s every action. The film finally ends on the child about to fall asleep on the sofa while reading a story book and the father coming in just in time to cushion his fall. Throughout the film we hear the voice of the army man wondering if he has been a great dad.

     

    Braj Kishore, Head – Brand and Corporate Communication, SBI Life Insurance said: “The need of the hour is to get consumers to buy Insurance for the right reason which is Protection. Being market leaders we felt it was important to make people realize that it is not only what they do when they are around that makes them a responsible and great parent but even after they are gone. Buying Life insurance can secure the future of their loved ones and ensure that the family is well looked after. Our new campaign sets out to remind people of just that.”

     

    Abhik Santara, Senior Vice President, O&M Advertising – Mumbai said: “A lot of insurance brands use fear psychosis to sell their product. We felt it was necessary to communicate the importance of being insured but in a refreshing, relevant and endearing manner. The thoughts running through the mind of the army man are thoughts that every father can relate to. We wanted young fathers to introspect if they were doing enough for the well-being of their family, especially when they are gone.”