Baaash Digital has bagged the digital marketing and social media mandate of Pepsodent. The account was won following a multi-agency pitch.
On appointing Creativeland Asia, Swati Sharma, Senior Brand Manager Pepsodent, India said: “We are delighted to have Baaash as our digital creative partner and look forward to doing some great work on the brand together.â€
Commenting on the win, Ankush Sohoni, Chief Operating Officer, Baaash Digital said: “The oral care segment in India has witnessed significant disruption in the last couple of years. Being a highly lucrative and competitive market, it is imperative to stay ahead of the dynamic behaviours of the consumer and raise the bar on engagement. We are excited to partner with the Pepsodent team in India and look forward to creating some memorable campaigns for the brand.â€
WATConsult reports an encouraging response in its first ever college competition programme – WAT’s your Big Idea (#WYBI). They received 160 entries with more than 350 students participating across colleges. Students participated from leading educational institutes of India like MICA, SIMC, Amity University, XIC, IIMB, IIM (Indore), SP Jain, Jamnalal Bajaj NMIMS, MET, Jai Hind amongst others.
Every brand associated, shared a brief with the students pertaining to their target audience. Jack and Jones wanted ideas which helped them in getting more footfalls and sales. Radio Mirchi looked for ideas which increased their website traffic; HUL brief’s was for Pepsodent, wherein participants had to use ‘smile’ in their communication.
LYF wanted applicants to uplift their conversation and take it beyond mega-pixels and price. L&T Mutual Fund looked for ideas which create high level awareness and relevance in the mutual fund category amongst the India population and Warner Bros. India brief was around increasing social media engagement and tune-ins.
Rajiv Dingra
Said Rajiv Dingra, Founder and CEO:  “We are surprised at the quality of the entries received. Many of the entries were leaning towards ‘innovation’ in engagement and there is a clear trend towards the use of technology. The next round is going to be equally exciting as the shortlisted entries will get a chance to improve their ideas with the WATConsult team and then present it in person to the Jury Members/Brand Managers in a final showdown.â€
WYBI is a unique platform which provides massive opportunities to the next generation, in the field of advertising and marketing. It is a college contact programme, where students get an opportunity to work on live projects, understand the nuances of creating digital campaigns for notable brands and showcase their creative skills to the best brand marketers in the country.
Spread over 40 days, a student or team of students compete for a prize where ideation is the main predictor of the winner. The selected winners will be rewarded monetarily with an endorsed certification and job guarantee. MxMIndia is partnering the event.
Pepsodent G takes care of your gums. Fair enough. But what does Shahrukh Khan have to do with this promise? Unless it’s about Kabhie Khushi Kabhie Gum, which is not the case out here, hehe.
The commercial features King Khan as a Sikh army officer. And it involves an exchange between him and his little son, on how the brand reaches the root of a toothache, and sorts our gum problems. Or some such thing. The only slightly cute thing about the TVC is that father and son address each other as ‘Pappu G’ and ‘Pappa G’. A take off on Pepsodent G. In fact, I think someone in the ad agency got the ‘G’ brainwave, and got so excited, he/she wrote a whole script on it, just to somehow make it work.
Total waste of money, G. What’s the point of hiring the super expensive Khan when all he has to do is become the brand window for Pepsodent G? Where’s the idea? Where’s the entertainment? Caught up in the weak G ‘masti’, the writer hasn’t even tried to inject some life into the dialogue. The result: a maha boring ad. Despite Shahrukh doing all he can to pep things up a bit.
Not working, G. Back to the drawing board, G. Make the star pay for his fat fees, G.
Rating: (On a scale of 1 to 5): 1. Lifeless script. Shahrukh Khan’s Ra.One was more happening.Â
By Anil Thakraney