By Our Staff
TCL consumer electronics brand has launched a campaign – ‘Celebrate Greatness’ to celebrate the spirit of 76th Independence Day and Onam. The TV giant aims to reach out to people of different geographies and demographics with offers on its 4K QLED HD Smart TV range.
The newly launched campaign will also drive the “Celebrate Greatness Sale” through influencer collaborations across the country. Each collaboration will be targeted at demonstrating TCL’s stunning design for the latest home interiors, showcasing various TV models, demonstrating the ways to style TCL TV into home décor, etc.
Philip Xia, CEO of TCL India said: “Independence Day and Onam are both significant occasions that celebrate the diversity and greatness of India. Our campaign talks about the greatness of the different aspects of India as a nation, thus localizing the entire campaign and promoting the awareness about TCL’s technological capabilities at a global level that makes a perfect match for a viewer’s entertainment experience.”
By Our Staff
Havells India Limited has announced its latest campaign for Kerala market to promote its kitchen appliance range around Onam. The campaign includes a series of 4 digital films features regional celebrity Mamta Mohan Das.
Talking about the campaign, Rajiv Kenue, Executive Vice President-Electrical Consumer Durables, Havells India, said: “Kitchen is the heart of every Indian household. In India, food and festivities go hand in hand. Every occasion is celebrated with a distinct set of delicacies from each region. Onam is the biggest festival in the state of Kerala, and we are proud to welcome such a talented celebrity, Mamta into the Havells family at this auspicious time. With our latest digital campaign around Onam, we aim to celebrate the true taste and essence of good food by showcasing how cooking can be effortless and full of fun, with the help of Kitchen appliances.”
By Our Staff
As Kerala sets to embrace Onam, Godrej Appliances, the business unit of Godrej & Boyce, the flagship company of the Godrej Group, has launched a new television commercial bringing alive the festive spirit with a characteristic local sound. The musical film integrates Onam festivities with the brand’s wide product range and new exciting offers.
Conceptualised by Creativeland Asia, the campaign is the third in the series of brand’s collaboration with popular musician and singer Anoop Sankar.
Speaking on the campaign Swati Rathi, Head-Marketing, Godrej Appliances said: “Onam marks the beginning of the festive season for appliances industry and accounts for more than 35% of the state’s sale. Kerala consumers have always demonstrated strong preference for the brand and the tailor made commercial celebrates this love while showcasing the brand’s wide product range for consumers to pick from, along with specially crafted Onam offers. The video will be promoted on TV and digital media.”
Added Anu Joseph, Co-founder and Creative Vice Chairman, Creativeland Asia: “Godrej Appliances has a really special relationship with Kerala. Come Onam, and you can see that translate into some great offers that add to the festivities. This year’s film captures the joy that the Lucky Lakshaprabhu Offer brings with it. The song composed by Anoop Sankar adds to the magic.”
By Our Staff
Goodknight has launched an Onam special digital film, showcasing celebrations in the new normal. The film also features Onam special edition pack of Goodknight Gold Flash, a liquid vapouriser with visible vapours. The campaign has been conceptualized and created by Wunderman Thompson Mumbai.
Speaking about the digital film and the Onam special edition pack of Gold Flash, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Limited (GCPL), said: “As the market leader in household insecticides, Goodknight has always enjoyed the trust of consumers in India. Goodknight provides assured protection against mosquitoes, to help create happy family moments. We believe in disrupting the category with innovative solutions that help meet our consumers’ needs. As one such endeavour, we are launching an Onam special digital film to be a part of festivities. The film also features the Onam special edition pack of Goodknight Gold Flash, being exclusively launched in Kerala. This is customized offering for the market and our aim is to further amplify the campaign with a digital film.”
Commenting on the digital film, Steve Mathias and Priya Pardiwalla, Senior Vice Presidents and Executive Creative Directors, Wunderman Thompson, Mumbai, added: “As we celebrate Onam this year, we’ve still not returned back to 100% normalcy. Every family will have their own unique way of celebrating the festivities without losing out on the fun, while still staying safe. Our story is based on Vadam Vali (Tug of War), an event synonymous with Onam being played at home this year rather than stepping out. Staying indoors can keep you safe from harm to some extent. However, it is equally important that our loved ones stay fully protected even from mosquitoes that cause the much dreaded diseases like dengue and malaria whilst indoors.”
By A Correspondent
Dabur India Ltd has launched a new campaign for its Dabur Herbal family toothpaste in Kerala, to further strengthen the brand’s regional connect by tapping into the strong ‘rooted’ness in tradition especially for the upkeep of health and well-being.
Said Shouvik Roy, President and Head of Office: “Dabur Herbal is yet another success for Dabur in Kerala. We realised that the key task for the brand was to make a stronger local connect. The backdrop of ‘Onam’ and the friendly banter between two brothers, is what makes this film memorable. We believe that the film will be liked by all and make the connection with the brand even deeper.”
Added Ritu Sharda, CCO, Ogilvy India (North): “With the vibrant festival of Onam serving as a backdrop, this film takes the old Indian proverb,’ haathi ke daant dikhaane ke aur, khaaney ke aur” and weaves a sweet story with two brothers in it and talks about the product benefit. We’re sure that a fun story, coupled with a lively background will make the piece engaging and memorable.”
Said Harkawal Singh, Dabur India Ltd Marketing Head-Oral Care: “Dabur Herbal Toothpaste’ is the lead Oral Care offering from Dabur in Kerala and has a strong traction among consumers. It is a Fluoride Free toothpaste with goodness of Tulsi, Babool & Akarkara, an ideal paste for the entire family for problem free, strong healthy teeth. The new campaign is being rolled during the festive period of Onam, to further strengthen the franchise. The campaign is based on local cultural insight and shot locally. It will help us to further gain market share in Kerala.”
By A Correspondent
Nestlé Milkmaid has has taken the onus of making Onam sweeter with #SpreadSweetness initiative. To spread the word for this festive cheer, the brand has rolled out a 30-second ad film with the cast of popular television series “Vanambaadi”.
Commenting on the initiative, Vineet Singh, Director – Dairy, Nestlé India, said: “This year when social distancing is impacting the way we are celebrating Onam, Nestlé India has rolled out #SpreadSweetness – an initiative that emphasises how everyone can celebrate Onam just as memorably – with a different but equally sweet approach with Milkmaid.”
As a mark of celebration, Nestle has also launched a Malayalam website www.milkmaid.in/ml featuring 50 recipes that can be easily made with ingredients available at home and can be relished with family and friends.
By A Correspondent
Marico Limited’s hair nourishment brand, Parachute Advansed Gold, has launched a digital campaign, this Onam, honouring the unparalleled spirit of nurses across the country. The #ThankYouNurses campaign, led by a digital film conceptualised by VMLY&R, salutes the brave warriors and provides a platform for all Indians celebrating Onam to come forward and express their gratitude for the nurses through their Pookalams, a popular floor decoration with flowers which is an integral part of Onam celebrations.
Said Koshy George, Chief Marketing Officer, Marico Limited: “As India continues its fight against the pandemic, we wanted to honour the nurturing spirit and tireless efforts of the nurses who have ensured millions of Covid survivors are with their families this festive season. Parachute Advansed Gold stands for care and nurturance and has a deeper connect with the consumer larger than just hair. With this heartwarming ode, Parachute Advansed Gold aims to not only salute them, but also encourages every individual to remember them and dedicate their pookalams to the unparalleled spirit of these warriors”
Added Venkatagiri Rao, CCO VMLY&R India: “As the festive season kicks off, we had to remind everyone that while we’re getting busy returning to our new normal, for nurses on the frontline, nothing has changed. They continue to fight the grim fight, every single day. So, it was important to make this festival about gratitude and remembrance. And who better to channel that gratitude for us than Covid survivors. We made real survivors the voices of Parachute Advansed Gold’s #ThankYouNurses film. Hopefully, the world will follow their lead. And most importantly, never forget what they owe the brave nurses.”
By A Correspondent
With Kerala’s biggest festive season around the corner, Mathrubhumi has kicked off its ‘Super 10 Panchayat Utsav’ season 3 initiative. The road-show is a 15-day Onam initiative reaching out in selected 120 Gram panchayats across Kerala and is expected to reach out to 1 lakh rural crowd.
Speaking on this occasion, MV Shreyams Kumar, Joint Managing Director, Mathrubhumi Group said: “Every brand across the globe consider festivals as the bestselling time in the lifecycle of their business, onam being one of the biggest festival of Kerala has witnessed maximum sales for any brand provided the brand is able to communicate their offerings to them. This initiative is very unique in its way of its objective and something which has not been done so far by any, we hope we can deliver the best brand connect to all the 10 brands associated with us for this road show.”
By A Correspondent
Kerala’s leading media group, Mathrubhumi has launched a pan-India ad campaign around Onam that demonstrates the various combination of media that can effectively drive response across target groups.
Said M V Shreyams Kumar, Joint Managing Director, Mathrubhumi Group: “Come Onam, media groups and advertisers keep talking about brands to people across Kerala, The campaign aims to demonstrate various combinations of media that can effectively drive response across target groups, through the integrated model and help our clients achieve their festive goals in Kerala. The campaign message is that it will be difficult for the Malayali and advertisers to ignore Mathrubhumi this Onam.”
Added Francis Thomas, Creative Director, Maitri Advertising Works: “We wanted this year’s Onam campaign to be very direct in its messaging – we wanted planners across the country to be aware of the reach that Mathrubhumi has across Kerala and even in the UAE. Using print as an effective medium for interactivity and demonstration was a cool challenge and we think the team did justice to it. Adding in the contest gave an added layer to the campaign and hopefully, planners will take notice”.
By Indrani Sen
It has become fashionable among professionals in the media and advertising industry to denounce print media and debate how long it is going to survive in India against the onslaught of digital media. However, the reality seems to show a different picture at the beginning of this festive season. Yesterday’s Times of India, Delhi edition had 100+ pages including 45 full-page commercial ads. The “Cover on Cover†concept has probably created a record with the TOI masthead and front page news starting from page 10 after 9 full page ads!
If the advertisers are willing to pump in so much of their advertising budgets on Print media during the festive season, we can write off the prophecy of Print Dying in India in near future. The question of arresting the decline in the rate of growth of revenue is a challenge which will keep on haunting the Indian Print media, but it will take many more years before the growth becomes negative.
The festive season kicks off with Ganesh Chaturthi in Maharashtra and Onam in Kerala among some other regional festivals across India. This year, Mathrubhumi launched a campaign with integrated media solutions around Onam and reaped benefits both in terms of readership and revenue. (http://www.mxmindia.com/2017/08/mathrubhumi-offers-unique-integrated-media-solutions-for-brands-in-kerala/). Apart from the English newspapers, it seems that regional newspapers in most of the states are also doing well during this festive season. In West Bengal where Durga Puja rituals commence from September 26ty, decent ad traffic has been showing in all the Bengali newspapers apart from the English newspapers.
Recently, we held a Communication Summit at Symbiosis Institute of Media & Communication, Pune, where we invited speakers from the industry to share “Stories from the Field†with our students. Among other speakers, we had invited Basant Rathore, Senior VP, Strategy, Business Development & Brand at Jagran Prakashan Ltd. The “Stories from the Field†shared by Rathore were a great learning experience for our students as well as faculty. I, personally, have decided to research more on Indian regional newspapers and to document reasons behind their phenomenal success.
Ever since I have started writing this column in mxmindia.com, I have written only three articles on print media. Exactly two years back, on September 28, 2015, I wrote a piece “Why our Print Majors must come out of their Comfort Zones?†which was followed by “The Seismic Shift†on February 1, 2016 andâ€Indian Magazine Industry needs to look beyond Print†on March 6, 2017. I might have touched on print media in other articles which were not exclusively on the print media.
We will be able to assess the total spend of festive advertising in print and its performance in comparison with other media after the Adex for the festive seasons get published. In the meantime, let us celebrate this festive season with Print!