MxMIndia

Tag: Pallavi Chakravarti

  • The campaign drives the message of ‘Protein inadequacy in our daily diet’ through Broadcast, Digital, Out of Home, Social Media and Experiential Activations

    Protinex makes a health plea with #SomethingMissing

    By A Correspondent

     

    Nutrition brand Protinex, has launched its new integrated marketing campaign #SomethingMissing. The campaign is aimed at creating awareness of protein inadequacy in Indian diets and busting the myth that ‘regular daily diet is enough for daily needs of protein.’

     

    The #SomethingMissing campaign kicked off on 20th July with a teaser leg to pose a question to the Indian masses ‘Could there be #SomethingMissing in your daily diet?’ This messaging has been carried out across multiple consumer touch-points like television, out of home, digital and experiential activations. #SomethingMissing surprised viewers with a unique media innovation, with multiple silent ad spots during super prime time on leading news channels last week. A dedicated website has been launched to build consumer engagement and share informative content. With a highly engaging activation idea ‘’Selfie with Dabba (Tiffin)”, this initiative has been able to amplify engagements across TV, digital, on-ground and radio in a truly integrated manner.

     

    The TVC celebrates the value and taste of a home cooked meal. However, it also highlights the possibilities of protein inadequacy in our daily diets and its consequences like fatigue and weakness. Protinex is positioned as the protein expert to partner daily diet for the entire family. The creative agency behind this campaign is Taproot India.

     

    Himanshu Bakshi, Marketing Director, Danone Nutricia said, “Majority of people assume that home cooked food meets all our daily nutrition requirements, which is a myth. Many researches have shown that the average Indian diet might lack in providing adequate protein, necessary to support healthy lifestyle and overall well-being. Through this campaign, Protinex is making an effort in building awareness about this important fact.”

     

    Pallavi Chakravarti, ECD, Taproot Dentsu said, “We Indians are foodies. Our associations with food are deep-rooted and diverse. But while we romanticise wholesome ghar ka khaana, we overlook the fact that our meals are often insufficient in key nutrients like protein. This campaign aims to get people to realize this and supplement their daily diets with Protinex.”

     

  • The campaign aims to address the inhibitions of around 20mn offline shoppers

    Myntra launches brand campaign to woo offline shoppers

    By A Correspondent

     

    Myntra announced the launch of a new brand campaign ‘Try Myntra. You’ll Love It’, targeted at fashion and lifestyle shoppers who are yet to board the online bandwagon. The campaign aims to address the inhibitions of around 20mn offline shoppers who transact for other services online but are faced with a resistance to purchase fashion online.

     

    Specific barriers such as the need to touch and feel fashion products and perception of complicated exchange policy, among others, have been addressed craftily through a well scripted story board that conveys the message powerfully. Conceptualized by Shirsha Guha and produced by OINK Films, these two 35 second TVC’s have begun airing on all major national channels, digital platform and also radio & outdoor medium in select markets.

    The campaign hinges on the belief that existing customers are allies who can convince the non-buyers by allowing them to unknowingly enjoy a hassle-free online shopping experience. Performing in the TVC are actors Abhay Deol & Ira Dubey, Prateik Babbar & Amol Parashar who through their roles get across the message of ‘Try Myntra. You’ll Love It’. The situations and script construct are crafted to mirror and dispel the fears and concerns faced by ‘non-buyers of online fashion’ and give Myntra a try. It also highlights the brand’s service propositions such as curated collection from over 2000 Indian & International brands, 100% authentic products and quick refunds for a remarkable online shopping experience

     

    The above celebrities were specifically chosen for the role as their image complements that of Myntra’s as they are young, vibrant, with aspiration and readily relate to Myntra’s Target Group.

     

    Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni said, “Myntra as a brand has a clear vision to be the most vibrant, fashion forward and yet friendly & relatable brand that helps Indians look good. This campaign aims to influence India’s offline shoppers by addressing their inhibitions towards online fashion and show to them in a light hearted way how easy and fun shopping on Myntra is.  We are working hard everyday to ensure shopping on Myntra is the best ‘fashion shopping experience’ at every step – great brands, fantastic selection, timely delivery and early doorstep returns. We have used existing Myntra shoppers as our allies and voice in delivering this message. ”

     

    Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “There are 80 million well-groomed, brand-conscious, internet-savvy people out there, who buy everything online, except fashion. Their minds tell them that a platform like Myntra will give them the range, quality, trends and looks that they seek. But their hearts don’t quite agree. Logic and rational reasoning have clearly been insufficient to convert them. So we put forward an argument that they can’t possibly win. After all, how do you dislike something just after you’ve liked it?”

     

  • The communication not only caters to the audience with a new and exciting thought, but also engages with them at varied touch points

    American Tourister unveils latest campaign promoting brand promise

    By A Correspondent

     

    American Tourister has unveiled a new campaign that proposes the idea of observing and seeing one’s own city and surrounding better. With an aim to communicate backpacks as a feature in the everyday life of individuals, it was the right space to explore. The communication not only caters to the audience with a new and exciting thought, but also engages with them at varied touch points.

     

    Pallavi Chakravarti

    Speaking about the campaign, Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu said, “Exploration is at the heart of all American Tourister communication. But while exploring comes easy when you pack your suitcase and leave town, a backpack is an everyday accessory. It’s what you carry everywhere on a regular day, be it to work, to the movies or to college. So our campaign blends the brand DNA and the product offering through an interesting proposition – Why not live the tourist life every day, armed with your American Tourister backpack?”

     

    The ad campaign has been shot in Queensland, Australia, in keeping with the international image and pedigree of American Tourister. More importantly, the locations were carefully selected to fulfill one criterion – each location perfectly showcased both, everyday city life and tourist-like settings. Additionally, care was taken to keep the location as neutral as possible – the philosophy of living every day like a tourist can be adopted by anyone, in any city or country, irrespective of geography. Thus the company zeroed in on spaces that could potentially belong to any busy city, anywhere in the world.

     

    Anushree Tainwalla

    Anushree Tainwalla, ED, Marketing – Samsonite said, “Backpacks are one of the fastest growing categories in India. Today, young professionals, college youth and students all use backpacks. While driving your bike or surfing on your smart phone, backpacks allow for a hands free experience. American Tourister is one of the biggest players in this category. The category already contributes to 15-20 per cent of our sales. With this campaign we want to remind our consumers that American Tourister is not just your travel companion but also your constant companion in your everyday journey.”

     

  • The effort at this stage lies in showcasing the suitability of equity mutual funds as the asset class for wealth creation over the long term

    Phase 3 of Birla Sun Life Mutual Fund campaign takes off

    By A Correspondent

     

    Jaanoge Tabhi Toh Maanoge (JTTM) – the uniquely executed Investor Education Initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group, and investment manager for Birla Sun Life Mutual Fund (BSLMF), entered Phase III with the launch of its third TV commercial which has broken across national television. Directed by Shimit Amin, the TVC is created by Taproot, Mumbai. The effort at this stage lies in showcasing the suitability of equity mutual funds as the asset class for wealth creation over the long term.

     

     

    Ajay Kakar

    Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said, “As subject matter experts, we know the opportunity Indian equity mutual funds present to investors. The investor experience however seems to be marked either by their fear of volatility or expectation for short-term gain. Our objective this time around is to try point out how patience and long-term duration of investment can be key to fruitful returns in equity mutual funds.”

     

    Chief Executive Officer, A. Balasubramanian, Birla Sun Life Asset Management Company added, “It is the need of every citizen to plan his financial goals for a better tomorrow. Our endeavour is to make investors realize that equity mutual fund is an asset class that demands investment discipline and long-term commitment so that they may make the most of this asset class to achieve their long-term aspirations.”

     

    The objective of the latest campaign from Birla Sun Life Mutual Fund is to empower the viewers to self-realize the opportunity of investing in equity mutual funds. This has been brought about by addressing the investor’s anxiety over equity mutual funds by highlighting the fact that in the long run, equities have given better returns when given enough time.

     

    Speaking about the campaign Pallavi Chakravarti, Creative Director, Taproot India said, “The Jaanoge Toh Maanoge initiative has always drawn parallels between mutual funds and real life. This time we needed investors to understand the merits of staying invested in equity mutual funds for a long period of time, because good returns are not an overnight phenomenon; which led us to the all-too-real life analogy of anxious parents. The kinds we see all around us, who expect miraculous things from their kids in very little time. Hopefully the film will tell parents and investors alike, in a light-hearted yet insightful way, that good results take time.”

     

    The campaign stresses how investors need to be patient with equity mutual fund investments. The latest television commercial subtly mimics the unrealistic, short-term expectation of the investor by projecting a dedicated parent who expects a reputed Tuition Center to make his son a topper overnight. In doing so, the brand slips in the message how ‘Good Results Take Time’ by reiterating that spending time staying invested (letting your money grow over time) is much more important than timing the market (Entering and exiting the market to make a windfall)

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Zatak: Scenting change

    Pallavi Chakravarti, Associate Creative Director, Taproot India

     

    Name of the campaign/ad: Har Attack Ka Jawab… Zatak

     

    The Brief: In a cluttered category, the task at hand was to differentiate Zatak from all the other players in the market.

     

    Research insights: Grooming is very, very important to our TG. But why is it important? Just to woo women? Or is there a need that goes beyond? A need that requires us to explore avenues other than the oft-used platform of girl-boy attraction? We learnt that the boys and young men we were targeting were extremely career-oriented and ambitious, eager to get ahead in life, despite their comparatively humble beginnings and backgrounds. Keeping this in mind, we realized that the role of a deodorant was much greater than that of a “chick magnet”. It was a confidence booster, an ally that would help them go forth and take on life.

     

    The thought process behind the creative: For every young man out there, who wants to make it big in life, there will be someone who’ll want to pull him down. Aspersions will be cast on his ambitions, his capability, and yes, even his upbringing. The films are stylized stories, where the protagonist does in a dramatic manner what the brand gives him the confidence to do – face taunts and do well in life, despite discouragement from naysayers. Basically, deliver a ‘mooh tod jawab’ thanks to Zatak confidence.

     

    Key issues kept in mind while executing the ad: We wanted the ads to be engaging, entertaining and yet make a point. So while the idea was a relatable one, we decided to execute the ads in a quirky way. After all, nobody likes to be preached to.

     

    Client comment: “Most deodorant brands are marketed on the plank of attraction, with Zatak we seek to recognize the changing face & broad basing of the Deodorant category. Zatak seeks to be a partner of todays’ youth, who irrespective of his background has aspirations to achieve more with life and for whom; a deo is a step in his preparation for life ahead,” said Sameer Satpathy, EVP & Business Head, Marico India.

     

    Agency comment: “Your fragrance underlines who you are, how confident you are and what you’re capable of. In a world where people are waiting to pull you down, Zatak lets you make a statement and shut the naysayers up. Literally. Leading to the creative expression: Har Attack Ka Jawab… Zatak,” said Pallavi Chakravarti, Associate Creative Director, Taproot India.

     

     

  • The first senior hire in creative since Taproot India started, Pallavi Chakravarti joins as associate creative director from Grey Worldwide

    Taproot India hires Pallavi Chakravarti as associate CD

    By A Correspondent

     

    Taproot India has hired Pallavi Chakravarti as Associate Creative Director from Grey Worldwide. She is the first senior hiring in creative since Taproot India started, and will be based in Mumbai reporting to Santosh Padhi and Agnello Dias.

     

    Ms Chakravarti has eight years of experience, having worked at Saatchi & Saatchi, JWT and Grey before joining Taproot India. Over the years she has worked on brands like Rin, Bajaj Allianz, Nutrine, Vimal, Diageo, Ariel, Head & Shoulders, Reliance Communications, Leela Group, IndianOil, Bharat Petroleum, cleartrip.com, AXN and SOTC.

     

    Last year, she featured in Brand Equity’s list of promising under-30 creatives. Her work won her awards at shows like Goafest and Adfest Asia Pacific. She was also judged ‘Copywriter of the Year,’ at the Young Achievers’ Awards last year.

     

    “Apart from both of us there is a powerful team of 30 odd people who have played a huge role to what Taproot India is today, because we have been hand picking people personally as apart from great work we try and make sure the person is a great human being as well,” said Santosh Padhi.

     

    Agnello Dias added, “While hiring it was very important for us to make sure the person fits into the existing culture seamlessly.”