MxMIndia

Tag: P&G

  • The ad asks: “Is your HomeTeam as strong as your Dream Team?”

    P&G’s Ariel unveils next edition of #ShareTheLoad campaign

    Now in its ninth year, P&G’s laundry brand Ariel’s ad asks: “How Strong is your HomeTeam?” by urging men to #ShareTheLoad.

    Said Mukta Maheshwari, Chief Marketing Officer, P&G India, and Vice President – Fabric Care, P&G Indian subcontinent: “In response to the evolving dynamics within households, driven by the increasing representation of women in the formal sector, we recognize the need to adapt our approach to laundry care. With higher incomes, increased mobility, and growing aspirations, households are experiencing changes in laundry patterns, time constraints, and a heightened demand for convenience. At Ariel, we are committed to creating an ecosystem at home that empowers women by easing their domestic responsibilities. Our mission goes beyond providing superior cleaning products; we aim to foster genuine partnership and equality within households. By understanding the evolving needs of consumers, we strive to rewrite the narrative of gender roles and empower both men and women to share responsibilities equitably. This year. We are attempting to spotlight the never-ending to do lists, a sign of the mental load, that women continue to disproportionately bear. Together, through initiatives like #ShareTheLoad, our aspiration is to cultivate households where it’s equally common for men and women to not only share the physical chores like laundry but also share the mental load of household responsibilities.”

    Added Josy Paul, Chairman & Chief Creative Officer, BBDO India: “#ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. This year we are hearing more and more women say they are giving up on growth opportunities because of the mental and emotional load of domestic responsibilities. This holds many women back and stops them from achieving their full potential. But things are changing. There are so many moments in the film that show us this reality and how the shift is happening. In the end, the film captures the realization of the husband and the effort he puts in to ensure his wife doesn’t have to take a step back at work. A giant step for equality at home.”

  • Spotlights state-of-the-art diaper manufacturing factory in Mandideep, Bhopal

    P&G brand Pampers unveils new campaign

    By Our Staff

     

    Pampers, baby care brand under the house of Procter & Gamble, has set a new benchmark of transparency, safety and innovation for consumers with its latest campaign #DekhKeHiMaanege, targeted at discerning parents.

     

    Said actor Nakuul Mehta and vocalist Jankee Parekh: “As new parents, we know firsthand the challenges and concerns that come with choosing the right diaper for your baby. Pampers’ #DekhKeHiMaanege campaign was an eye-opener for us. Visiting the Pampers manufacturing facility and seeing the rigorous safety and quality checks they put in place was reassuring. It’s clear that Pampers is dedicated to providing the best for babies, and we can confidently say that after seeing it all, ‘Dekh Ke Maanliya’. We believe Pampers is the right choice for parents who want the best for their little ones.”

     

    Added Chetna Soni, Vice President & Category Leader, Babycare, Procter & Gamble India: “At Pampers, we’ve always been committed to delivering the best care for babies. Our new #DekhKeHiMaanege campaign reinforces Pampers’ legacy as the gold standard in baby care, rooted in innovation, safety, and trust. With our new campaign film, we have raised the bar when it comes to being transparent with our consumers, further reaffirming their implicit trust in us. We were delighted to welcome our new parents into our manufacturing plant and have them witness firsthand the entire process of making Pampers diapers. We hope that viewers of the film and all our consumers now know and understand why Pampers diapers are the leading choice for parents.”

     

  • There are few better people in medialand better than Dr Bhaskar Das who worked so very closely with the late Pradeep Guha. So we asked him this question for the September 1 edition of Das ka Dum.

    Das ka Dum with Dr Bhaskar Das | The prayer meeting for Pradeep Guha is scheduled for this evening. In what way do you think can the industry celebrate his work?

    There are few better people in medialand better than Dr Bhaskar Das who worked so very closely with the late Pradeep Guha. So we asked him this question for the September 1 edition of Das ka Dum.

     If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. The prayer meeting for Pradeep Guha is scheduled for this evening. In what way do you think can the industry celebrate his work?

     

    A. Mr Pradeep Guha straddled many areas during his professional life — be it creativity, content, design and monetisation. All these skills were integrated with his leadership style, cultural curation in the organisation, intense strategic focus and leveraging colleagues’ energy. All the above qualities are relevant today for navigating enterprise in any business space. When these behavioural traits are practised as a dominant culture in enterprise management, Mr Guha’s legacy would be celebrated in practice.

  • The campaign says: ‘Aankh Kholke Nahi, Naak Khol Ke Dekho’

    Grey group’s campaign for P&G Ambi Pur

    By A Correspondent

     

    Grey’s latest film for Ambi Pur tackles the common problem of ‘hard to get rid of’ damp smells, which may linger even in the cleanest household during the monsoons.

     

    Talking about the campaign, Vivek Bhambhani, Group Creative Director, Grey Group said: ”People get used to malodours in their home and little do they know that when guests come over, they truly suffer. And in our country, there’s a famous saying for people who don’t pay attention to what’s right in front of them: Aankh khol ke dekho .Taking this colloquial phrase forward, we created the idea: Aankh kholke nahi, naak khole dekho. (Which means, don’t just open your eyes, open your nose to see.)So in the execution, we exaggerated the malodour for the consumer, so that they finally realise the malodour that’s right below their nose.”

     

    Added Sana Zaman, Brand Director, Procter & Gamble: “For our consumer having a good smelling home that welcomes guests and family is as important as a home that appears clean. And with this new campaign, we are trying to take a fun but very relevant approach towards ‘invisible smells’ in Indian homes – be it that dreaded monsoon odour from indoor drying of clothes or the lingering smell of food in your car. When you clean your home you don’t just make it appear clean but also clear away all dust and dirt. Similarly, Ambi Pur’s brand objective is to not just mask the odour but to eliminate it completely, leaving behind a delightful fresh fragrance.”

     

     

  • Rachana Monteiro has been elevated to lead one of MediaCom’s key portfolios – Agency Lead on the P&G business

    MediaCom announces key leadership appointments in Mumbai

    By A Correspondent

     

    MediaCom has strengthened its leadership team with the announcement of key appointments and role changes in the Mumbai team. Vishal Shah joins as Managing Partner, MediaCom West. In this role, Shah will be leading MediaCom’s West clients excluding P&G. Rachana Monteiro has been elevated to lead one of MediaCom’s key portfolios – Agency Lead on the P&G business.

     

    Speaking on these appointments, Navin Khemka, CEO, MediaCom South Asia, said: “It is great to have such talented leaders in our Mumbai team. Known to be brand change agent, I am confident that Vishal’s appointment will help grow MediaCom’s existing and potential clients and will add immense value to our media offering. Rachana, on the other hand, has been a passionate leader and I am delighted to see her grow and take on a larger role within the company. I am certain that team P&G is stronger and together this passionate team will help in growth to the next level.”

     

     

  • Bhumi Pednekar signs on to drive awareness on #KeepGirlsInSchool

    Whisper launches new campaign to #KeepGirlsInSchool

    By A Correspondent

     

    P&G’s Whisper has released its latest campaign to #KeepGirlsInSchool and prevent them from dropping out when they get their periods. As part of this campaign, Whisper launched its new film that aims to create awareness on how even today, girls across India drop out of school on hitting puberty.

     

    The film, conceptualised by Leo Burnett, sheds light on how girls go missing from school during periods and nobody notices. Said Chetna Soni, Category Leader – Feminine Care, P&G Indian sub-continent: “Whisper® has become synonymous with challenging societal barriers to menstrual hygiene in the country through its path-breaking campaigns and #KeepGirlsInSchool is the latest edition in the brand’s illustrious history. We pioneered breaking period taboos by using our voice in advertising and media through trail-blazing award-winning campaign #TouchThePickle and following it up with revolutionary campaigns like #SitImproper and #WhispersBreakSilence.”

     

    Speaking about the campaign, Rajdeepak Das, Managing Director – India & Chief Creative Officer Leo Burnett South Asia added: “It is shocking to know that even today in India, 1 in 5 girls drop out of school because of period hygiene. We have been partnering with Whisper to not only tell this moving story, but with the #KeepGirlsinSchool initiative we want to jolt people with the reality of these numbers and encourage everyone to join us in our movement to towards achieving 100% menstrual hygiene in the country.”

     

     

  • Starting out with P&G India in 1996, Kainaz Gazder has been credited for numerous business-building and award-winning brand campaigns

    P&G’s Kainaz Gazder named Jury Head at APAC Effie

    By A Correspondent

     

    Effie Asia Pacific has announced Procter & Gamble’s (P&G) Kainaz Gazder in its third set of Heads of Jury for the 2020 APAC Effie Awards.

     

    Kainaz Gazder

    With nearly 25 years in the FMCG industry, Kainaz Gazder has built a track record in launching new brands, turning around struggling businesses and taking strong businesses to greater heights. Starting out with P&G India in 1996, Gazder has been credited for numerous business-building and award-winning brand campaigns.

     

    Commenting on her appointment, Gazder said: “An Effie award is a global symbol of achievement, representing ideas that build brands. As a brand builder for over 20 years, I am thrilled to help champion the most effective ideas as a Head of Jury for the APAC Effies.”

     

  • The mandate entails working with an incumbent agency to deliver Whisper’s social media and strategic alignment of the brand on digital

    Fulcro bags Whisper’s digital mandate

    By A Correspondent

     

    Fulcro has bagged the digital mandate for P&G’s Whisper. The mandate is to channelise the entire Whisper range of products on digital, including social media along with an incumbent agency.

     

    Commenting on the association, Sabyasachi Mitter, Founder and MD, Fulcro, said: “We are excited to have Whisper on board and look forward to creating a disruptive leg of communication for a pioneer brand on digital. It’s amazing how the category of personal hygiene has grown through the times and a digital foot forward is an ideal approach considering women are significant drivers of digital. We plan to leverage our digital expertise to change the consumer journey in a more agile and compelling manner. The idea is to build a connect between the brand and the consumer that extends beyond their usage phase. The team is enthralled with the association and is confident about achieving milestones together.’’

     

     

  • The Ariel film reinforces the belief that its ‘Acts not Ads’ can nudge society towards a positive change, writes Sanjeev Kotnala

    Does new #ShareTheLoad ad push mindset change? Yes!

     

    By Sanjeev Kotnala

    There are many cases of brands running campaigns with social cause that they don’t really imbibe or believe it. Many of them are under done to tick the CSR box. Then there are brands that find their mojo and run with the cause as a philosophy, a belief.  There is commitment and willingness to at least an attempt going long distance with it.  Tata Tea ‘Jaago Re’ and Ariel ‘#ShareTheLoad’ are two such examples.

    I love Brand Ariel’s decision on continuing with its ‘Share The Load’ initiative.  It is a small but definitive positive contribution to remove the stains of Gender Inequality!

    Domestic chores and the resultant workload is an accepted norm for women in many countries. The foundation of this stereotyping is laid from childhood and is reinforced at every stage of growing up.  From the games girls are expected to play or not play, the colour they must prefer, the jobs that they should take up and the societal expectation from the bride. The behaviour of their parents, their roles and sharing of responsibilities reinforces it.

    Unfortunately women are an equal party to the crime and have been helping propagate the cause. At every stage, women are told they have a specific role. The acceptable definition of a good wife has all the ingredients of ‘Taking the load’.  It does not matter if she works, how much she works or who has the time in the home.

    Change takes time. You have to keep attacking it.

    The 2015 Ariel film ‘Husband’ first raised the question. It had just one possible answer that most families refuse to acknowledge. The DAD film placed the issue in spotlight, and the next film ‘SON’ continues to take it further.

    The brand continues to explore the arena and direct our attention to possibilities. Maybe it made a difference in homes of millions of males who pledged to ‘Share The Load’.  The question will remain valid for many more years to come. Nudging the audience is a valid approach.

    WHY ‘SHARE THE LOAD’.

    One can argue if the approach ‘Share The Load’ is bold enough. One can question if this is the definition of progressive thinking. Why not say ‘Do Your Part’ instead of ‘Share The Load’. The concept still pins the household chore as a women’s area of work. Is it not a case of built-in inequality?

    THERE IS CHANGE.

    It’s no denying that centuries of conditioning has made even the most progressive thinking and educated women accept laundry as their responsibility. Men believe it is not something they are expected to do.

    There is a change in attitude. My discussion with many young ladies suggest that in spite of them expecting their mother to do the laundry, the new generation girls see their future husband contributing in household chores. And they are willing to bridge the gap of inequality by sharing the husband’s workload and responsibilities.  The next film may address the daughter of the house to make the point.

    The Ariel film has surely been contributing in this mind change. It reinforces the belief that its ‘Acts not Ads’ that can nudge the society towards a positive change.

    ………………………………………………………………

    Here are the other two films of the campaign.

     

     

    And here is the case film explaining the cause and the initiative.

     

     

  • Pillai’s main responsibility will be to drive efficiencies within operations

    MediaCom names Avinash Pillai as Global Leader – Trading & Operations for team P&G

    By A Correspondent

     

    Avinash Pillai

    Avinash Pillai, currently P&G Leader, IMEA for MediaCom, has been named as Global Leader – Trading &  Operations for Team P&G. Pillai will continue to be based in Mumbai. He will report to Nihar Das, Global Leader, Team P&G at MediaCom.

     

    Pillai’s main responsibility will be to drive efficiencies within operations and increase the effectiveness of P&G’s media investments across markets.

     

    Added Das: “This is the first global role in the network based out of India, and I am delighted to have Avi join the global team. He has delivered exceptional value for P&G over the years, and we look forward to spreading his excellence more widely across the network. His experience on both sides of the media table, as well as his attitude to ‘thrive in strife’ makes him uniquely suited for the role.”

     

    Commenting on his new role, Pillai said: “My journey with MediaCom over the last eight-plus years has been one of constant learning and reinventing myself in the different roles and challenges that have been offered to me. I am especially glad to have been offered this role based in India due to my personal choice and am confident that I will achieve the results that we envisage with the support of my colleagues at MediaCom and the client team at P&G.”

     

     

  • Is the lure of money and profit too big to show your spine to the world’s largest advertiser, asks Prabhakar Mundkur

    P&G’s Pritchard continues to walk all over his agencies

    Mark Pritchard at Cannes Lions 2017​

     

    By Prabhakar Mundkur [updated]

     

    There seems to be no stopping Mark Pritchard, Chief Brand Officer at Procter & Gamble (P&G).  Almost every week, the man walks all over the advertising industry hammering it into pulp. And the ad industry having lost its spine a few decades ago, is happy to let him walk all over them.

     

    The latest disruption that he has created in the advertising business is to create a unit where he has pooled the best creative resources of all his agencies into one agency called the People First agency headquartered in New York and headed by Andrea Diquez, CEO of Publicis Group Saatchi and Saatchi.

     

    I wonder why the three agencies even agreed to do that.  Do they not have any sense of ego?  Or has the revenue that P&G offers them forced them into submission and servility?

     

    Imagine Prasson, Piyush and Balki sitting in the same agency and producing work for one client.  I am sure the Indians wouldn’t agree to a formula like that?  Or would they?  Is the lure of money and profit too big to show your spine to the world’s largest advertiser?

     

    One could have forgiven Pritchard if what he proclaims is the new agency model had created something breakthrough and innovative.  But People First seemed to have created just another television commercial like any other agency, when they worked on Tide for the Super Bowl.  The ad failed to move me and I am unlikely to show it at my next public appearance as an example of breakthrough advertising.

     

    Small Creative shops no threat to Large agencies

     

    When the first few creative hotshops set up, some industry experts interpreted it as a threat to the large agency setup.  Taproot was a good example of a creative hotshop threatening the large agency like JWT for example when they usurped a part of the Pepsi and Airtel account.

     

    But now going by experience, the creative hotshop is set up only to dress up the bride.  To create a viable agency, with the sole objective of being acquired by a large group a few years later. And so alas Taproot became a part of Dentsu.

     

    A slew of other small hotshops followed among them Scarecrow.  Again, like Taproot but to a lesser extent it became a threat to the large agency taking little chunks of MNC and local business from other agencies.  But again, like hotshops before them the sole objective was to create an agency for acquisition.  Scarecrow has been acquired by M&C Saatchi now making it Scarecrow M&C Saatchi.

     

    Some will remember that M&C Saatchi has not had an illustrious existence in this country.  The agency floated around for a while without making any waves before leaving the country altogether.

     

    But it seems that with the new acquisition of Scarecrow, M&C Saatchi may have more to benefit from the partnership than Scarecrow. A quick look at the M&C Saatchi global website reveals that its global accounts might have not much leverage in India :Nandos, HBO, Natwest, Lexusetc are unlikely to affect the fortunes of either Scarecrow or M & C Saatchi, significantly.

     

    But of course, there is an upside as always.  The owners of Scarecrow will become rich and M&C Saatchi can drop one more pin on its global map of offices.  Besides Scarecrow of course can show off an international halo.

     

    Are India clients likely to work with New York agencies?

    One would have thought that Indian clients would never have considered working with a New York agency for many reasons. Time, distance, understanding of culture, and several other constraints.

     

    But much is being made of Nadia Chauhan’s appointment of Sagmeister and Walsh the New York-based agency that works on Parle Agro’sFrooti.

     

    In a new splash all over the Indian trade journals, both Nadia and Jessica Walsh a partner with Sagmeister Walsh raved about each other.

     

    The commercial itself was a little unimpressive according to me.

     

     

    The commercial features Alia Bhatt and is a combination of real life and animation.  As usual and like most Frooti ads the commercial was totally execution oriented and lacked any unique advertising idea for the brand.

     

    The graphics also reminded me of a style that the agency has developed of using post-modern art with strong graphics which they seem to be doing with all their other brands as well.

     

    I wonder if this was meant to show the world that Frooti has a New York agency or was the move only to slight its previous agency Creativeland Asia which was the Frooti agency for nine years.

     

     

  • In the digital age, we are getting bombarded by consumer-led demassification of media which is shrinking the value of the advertising budget, writes Indrani Sen

    Indrani Sen: Will Ekam provide the missing links in digital measurement?

    By Indrani Sen

     

    Digital media measurement has been breeding a sense of dissatisfaction among global marketers.  Recently, Procter & Gamble chief brand officer Marc Pritchard, was quoted in media that he was tired of waiting for digital platforms to get their measurement act together http://www.thedrum.com/opinion/2017/03/28/why-marketers-should-follow-coca-cola-and-pgs-lead-overhyped-digital. Pritchard complained about the inadequate viewability data from Facebook, Snapchat, Google, and others who are reaping the benefits of the advertising spends in digital media by all leading brands. The article also referred to Marcos de Quinto, Coca-Cola’s global chief marketing officer, who a few months back criticized his company’s history of digital spending, and stated that TV advertising is still the best investment for brands.

     

    Jeri Smith, chief executive of Communicus, wrote in the above article “So far, only de Quinto has opened up his brand’s books to show evidence of effectiveness. Stating that “TV still offers the best ROI across media channels,” he revealed that Coca-Cola has reaped a return on TV investment of $2.13 for every dollar spent. Their return on digital? Only $1.26 per dollar spent.”

     

    In August 2016, Sir Martin Sorrel had cited the example of Procter & Gamble planning to cut investment in digital ad spends while predicting that the digital ad spend to slow over the next few years https://www.marketingweek.com/2016/08/24/sir-martin-sorrell-brands-are-starting-to-question-if-they-have-over-invested-in-digital/. All these comments make one wonder if digital media is really overhyped and why the digital industry is unable to get the their measurement act together.

     

    Digital media haveplenty of measurable metrics and other analytical data available in real-time, but a comprehensive measurement of these data across different digital platforms is lacking. The metrics are generally categorised into three groups, according to the flow of any digital marketing campaign from traffic generation to conversion to revenue. Overall site traffic, traffic sources, click through rate, cost per click are typically the traffic metrics which progresses to conversion metrics like conversion rate, cost per lead, average page views per visit, average cost per page view, average time on site, bounce rate, rate of return visitors, etc., followed by calculations of return on investment and cost to acquire a customer. With all these metrics being flaunted by the digital media and organizations like comScoreproviding measurement for cross platform audiences in digital media, why are the global advertisers complaining about the lack of measurement?

     

    Last year, when BARC announced their plan for measuring digital viewership and going beyond audience measurement of broadcast media, it also claimed that BARC will be the first to provide a TV+ Digital viewership measurement service across the globe. The press release issued data “BARC India to Solve the Digital Puzzle with its “EKAM” range of products” announces certain unique offerings in digital measurement. Ekam range of products needs to be studied in greater details through interactions with representatives of BARC to understand their full implications. We will have to wait for another 18-20 months for the reports to roll out before we can sample the results and proclaim it as “EkamevaAdvitiyam” of digital measurement.

     

    The irony is that better tools and techniques of measurement of digital media may not be able to improve on the ROI as the consumer becomes more and more elusive. In the digital age, we are getting bombarded by consumer-led demassification of media which is shrinking the value of the advertising budget. The return on media investment is bound to fall in future with proliferation of media types and vehicles in spite of best efforts through programmatic media planning and buying.

     

    Indrani Sen is an advertising and media services veteran and now an academic. The views expressed here are her own