MxMIndia

Tag: Philips India

  • The brand held a virtual session with parents sharing their stories

    Philips launches campaign to encourage breastfeeding

    By Our Staff

     

    Philips India has launched a campaign, #ParentYourWay, to create conversations around the importance of breastfeeding and how parenting is about trusting your instincts.

     

    Commenting on the campaign Vidyut Kaul, Head, Personal Health, Philips Indian subcontinent said: “When it comes to parenting, we only rely on the information that we have received from our parents and family. We are often skeptical about our methods as nobody is sure which is the right way to bring up their child. There is no textbook which has shown you the correct pathway, but it is important to adopt and adapt to whatever works for you. Our campaign #ParentYourWay is there to encourage and empower all the parents to be confident of their own methods and believe that as a couple, they are doing whatever is best of their child. The notion and thought behind this campaign focus on the importance of breastfeeding while reassuring that we at Philips believe in you as a parent. Philips Avent thrives to support all the parents in their parenthood journey through meaning innovations that enables to bring out their best version as a parent.”

     

  • Philips India have reinvented grooming to enable confidence among today’s youth by introducing smart, intuitive products

    Philips announces Virat Kohli as brand ambassador for male grooming products

    By A Correspondent

     

    Philips India has announced Virat Kohli as the new brand ambassador for male grooming. At the launch, Dipti Jagdev Shah, Senior Marketing Director and Business Head, Philips Personal Care said: “Philips BT30000 Trimmers are a promise of high quality trimming experience. With up to 20 style settings, superior lift, and cut technology we will enable men across ages to rock their individuality and style. To associate with Virat Kohli is a natural choice – his beard is the most loved aspect of this stylish youth icon and Virat personifies our brand philosophy of the modern man flawlessly. He embodies the inner confidence to standup for what feels right to him. ‘Do what feels right’ is Philips’ powerful call to action to encourage Indian Men to follow their instinct and do what feels right.”

     

     

  • Currently, India is suspected to have over 91 million people suffering from sleep apnoea

    Philips Healthcare signs Ram Kapoor and Gautami Kapoor as brand ambassadors

    By A Correspondent

     

    Philips Healthcare India has appointed actors Ram Kapoor and Gautami Kapoor as its brand ambassadors towards creating awareness around sleep disorders. This is the first time in India that actors have come forward to be a part of a sleep ailment like sleep apnoea. Currently, India is suspected to have over 91 million people suffering from the disorder and a significant number of population is unaware of their condition.

     

    Expressing his delight over partnering with Philips, Kapoor said: “I am glad to be associated with Philips in building awareness around sleep apnea in India. After learning that sleep disorders can lead to serious medical conditions, I realized that it was imperative for people to understand the importance of good and healthy sleep. Gautami and I hope to make significant impact on the lives of people by making them more informed about this ailment.”

     

    Said Priyank Aggarwal, Head of Strategy and Direct 2 Patient Businesses, Philips India: “Philips has worked extensively in this field and we areexcited to be associating ourselves with eminent actors like Ram and Gautami Kapoor. Reiterating its commitment, Philips setup over 500 sleep labs throughout the country and about 70 in Maharashtra itself. The company who is committed to providing the means to lead a healthy lifestyle and improve quality of life has also trained over 400 sleep technicians in India.”

     

  • Singh will spearhead marketing for the cooking appliances and sewing machines businesses

    Jayati Singh joins Usha as VP- Marketing

    By A Correspondent

     

    Usha International (UIL) has announced the appointment Jayati Singh as Vice President-Marketing for Cooking Appliances and Sewing Machines. She will manage end-to-end marketing, product roadmap and portfolio development for the two categories.

     

    Before joining Usha Internatioal, she has worked with Procter and Gamble and Philips India.

     

  • The TVC will be surrounded by digital, outdoor and print across the country

    Philips and BBH make every breath matter

    By A Correspondent

     

    While air pollution is a major topic of conversation, no one talks about the problem of indoor air-pollution, which in India, is worse than outdoor pollution. Every breath of this polluted air can lead to bigger problems. The Philips Air purifier helps clean the air you breathe in your home because every breath matters. The film conceptualized by BBH India and Directed by Parikshit Vaidya of Gulliver Motion Pictures, aims to deliver this message in a warm and delightful manner.

     

    Said Jayati Singh – Business Head, Air and Health & Wellness, Philips India, “As one of the pioneers in introducing air purifiers to the Indian market, we at Philips have taken the initiative to raise awareness about indoor air pollution and its threats. This simple and catchy campaign is designed to bring to notice the hidden or unnoticeable pollutants at home which, if not addressed in a timely manner, could impact our wellbeing. The idea was to communicate this without scaring people yet call out the problem and its solution in a simple identifiable manner.”

     

    Said Russell Barrett, Managing Partner and Chief Creative Officer, BBH India, “We’ve all had a fantastic experience while working on this campaign. What we needed to communicate was quite clear, but since it was our first project for Philips, it was equally important that we tell stories that fit with the brand that Philips is; an open, positive, charming brand with a belief that technology exists specifically to make life better. So now we only needed to tell a charming, sweet, human story in as simple and entertaining a way as possible. I’m happy to say that, with the help of a really bright director (Parikshit Vaidya) and an incredibly involved and supportive client, we managed to do just that.”

     

    The TVC will be surrounded by digital, outdoor and print across the country.

     

  • Varun Dhawan will help drive the transition to the 'new way of shaving'

    Varun Dhawan to endorse Shaving category for Philips India

    By A Correspondent

     

    With the intent of empowering the youth to express themselves freely through their personal style, Philips has created brand new categories in the market including beard trimming, and bodygrooming for men, depilation for women and many more. It is now leading the change from manual to electric shaving-a faster, easier and more skin-friendly way of shaving for the modern man. To further encourage men to adopt the ‘new way of shaving’, Philips India announced, Varun Dhawan as the brand ambassador for its Shaving category.

     

    Varun Dhawan will help drive the transition to the ‘new way of shaving’, to support which, he unveiled a new electric shaving wizard Philips AquaTouch – Wet and Dry Electric Shaver, which protects skin 10 times better versus a regular blade while giving a refreshing shaving experience. Varun will play a pivotal role in the brand and product communication across media platforms. Philips India will continue to focus on its trimming and bodygrooming business as well, with Bollywood Style icon Arjun Kapoor as the brand ambassador, while further strengthening the Shaving business with Varun Dhawan’s endorsement.

     

    Following this announcement, Philips India will also launch an extensive marketing campaign with Varun Dhawan starting with a TVC that will go on air on 16th July, 2015.The TVC has been conceptualized and created by Ogilvy & Mather.

     

    On the introduction of the newest brand ambassador for Philips Male Grooming, ADA Ratnam, President – Personal Health, Philips India, said, “Manual shaving is a thing of the past and we have been leading the shift to electric shaving over the years. The modern man of today does not wants a no-mess, skin-friendly, modern solution for his shaving needs and that’s what we promise to deliver with the Aquatouch. Varun Dhawan exemplifies the modern man – suave, confident and well-groomed. Who better than him to endorse the new shavers range that is designed for all the men to get the perfect shave without any nicks and cuts!”

     

  • BTL becomes very important for consumer goods because the actual experience is more important to visualise the use of a product, says Gulbahar Taurani, Director Marketing & Business Head, Domestic Appliances, Philips India

    BTL Baatein: Gulbahar Taurani, Philips India… Powered by VISCOMM

    Earlier this month (July 2015), Philips India introduced Ranveer Brar, who represents Indian food across the globe, as the first ever brand ambassador for its ‘Kitchen Appliances’ business. The brand is one that believes in conducting numerous below-the-line activations as part of its marketing campaigns.  In an interview with Dyanne Coelho for MxMIndia,  Gulbahar Taurani, Director Marketing & Business Head, Domestic Appliances, Philips India, tells us the importance of BTL in the consumer goods space and why the experience of a product creates a better connect with the audience than a mere advertisement.

     

     

    What is the importance of BTL in the consumer goods space?

    If you look at any type of advertisement, the purpose is to communicate to the consumer what is in the offering. Now if you look at below-the-line advertising in consumer goods, the consumer goods space is one wherein consumers need to have a certain experience of the product, because it’s very difficult to visualise the technicalities of the product, only by listening to the benefits, or reading them out. That is why the importance of BTL is humungous in consumer goods, because it happens where the consumer is taking the final decision, and that is where BTL will help you give that experience to people. For example, our colleagues are doing dry demos. Our consumers who are entering the shop floor can decide on our product and we give them that experience of how it works, in a very realistic scenario, and help them to take the right decision. So BTL becomes very important for the brand because that is where the actual experience is.

     

    Are there any specific products at Philips for which you only use BT?

    No, that’s not the case. Both ATL and BTL are important. BTL is very important for creating that experience. However, ATL is also important from the imagery point of view. It is not like we do specific activations for specific categories, it is all about what we want to achieve. So if we want to build up the imagery in the viewers mind, then we use ATL as a tool, and if we give that experience through BTL, it helps as well. Of course BTL is very important for newer categories, wherein people have very limited knowledge.

     

    Can you give a broad idea of your spends pie of ATL v/s BTL?

    It varies from year to year depending on what is our strategy for that year. But on a very typical basis it’s around 60-40. That is 60 percent ATL and 40 percent BTL.

     

    Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion?

    We do a lot of branded activities. So we send our branded salespersons to various stores so that they can demonstrate our product better. We do a lot of dry and wet demos as I said, we do a lot of point-of-sales material, we have also started with a few innovative things this year, like we did road shows, flash mobs, etc to create more and more awareness among the consumers.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

    We do it through our specialised creative BTL agency, because it requires a little different skillset when it comes to BTL activities. However, the creative part we leave it to the brand, and our agencies that do the creative bit of it, but when it comes to the execution of it, it is always a specialised BTL agency.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sureshot avenue than ATL?

    Well it’s difficult to say. Of course, when it comes to BTL, there is direct contact with the consumers. Hence you have the proof point as far as the conversions are concerned and it is easy to measure BTL activities. So it always shows up technical results and points, however, when it comes to imagery as I said, and scale, ATL is equally important. So it will be unfair to say BTL is getting more results. BTL in the coming years has become more and more importantto create that experience for the consumer.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

    It again depends on the category and what we want to do. In certain categories even the number of people contacted can be a measure of success. Because if it’s a new category, a new concept and you just want to create the awareness, then if you reach a certain number of contacts, then even that could be a success parameter. However for certain categories, we lay down specific targets and numbers of the number of people contacted and the conversions out of that. If you look at only sales, then a lot of BTL activities would be limited to shopfloor activations only. If you look at street plays, they will not deliver any sales for me, but it is about what is the type of awareness that has been created, how many people were able to witness what we wanted to communicate. That’s why BTL has evolved. Earlier, BTL was directly related to sales, now it is much more than that.

     

    There are many organisations that often do new launches almost entirely on BTL-aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    I think for consumer goods, this has been true for quite some time. You will see many brands have introduced categories only through BTL activities, because when you have a very focused market approach and you have some of the markets in your mind, you can always take BTL as your only vehicle to newer categories and products, in a very focused, limited and mostly experiential way. That’s where BTL helps, and that is very important in the consumer goods space and not only today, but in the past as well, I have seen many brands use only BTL as a vehicle to launch their categories, and they have been successful doing that. I think it’s about the task that you have at hand. I would say yes BTL has that chance, when you have a focused market approach, but when it comes to scale and imagery ATL is required because that first gives you a bigger and better reach, and it also creates an imagery in the minds of the consumers. That’s where ATL is important. BTL, depending on the job at hand, can standalone deliver the category launches and all, but it all depends on what you want to achieve. For example, when we wanted to market the air fryer only in five metros, we used the BTL vehicle, we went through activations, created the buzz, created that experience and contacted consumers. When we thought we need to scale up and reach more consumers, that’s when we used ATL.

     

  • Philips Male Grooming business offers a wide range of electronic devices for trimming, shaving and grooming

    Philips India launches new range of Bodygrooming Solutions

    By A Correspondent

     

    Philips India is ready to help Indian men manage the hair with its new range of product offering. Together with brand ambassador Arjun Kapoor, Philips India introduced a new product category within this business – Philips Bodygrooming range – which will help get rid of unwanted body hair.

     

    Philips Male Grooming business offers a wide range of electronic devices for trimming, shaving and grooming. Philips believes in the trend of casual and DIY (Do It Yourself) styling, therefore Philips has brought the new Bodygroomers to address the needs of contemporary Indian men. The Philips Bodygrooming range has been designed to suit the Indian male skin and help them get rid of body hair in a painless and skin-friendly manner.

     

    Commenting on the introduction of the new category of body grooming tools, ADA Ratnam, President – Personal Health, Philips India, said, “As India is witnessing a style revolution which goes beyond gender divide, men’s grooming products are a key focus area of growth for Philips Personal Health in the country. Consumer spend on grooming for both male and female has taken a leap over the past 5 years and this phenomenon is evident not just in the metros but in tier 2, 3 and even 4 cities.”

     

    “We have relied on consumer insights and in-depth study of market requirements to design these products, to drive growth in the Indian markets. We have created many categories in Philips Personal Care that have grown successfully in short span of time- Philips Trimmers, Electric Shavers and Depilation for women. The category growth is a testimony to the effective and quick results which only electronic gadgets offer and Philips is a pioneer in these innovations,” he adds.

     

    Bodygroom series 1000 is available in 3 variants with a price range starting from INR 1295 to INR 1495 and will be available across traditional and modern retail outlets as well as leading e-retail portals.

     

  • Alia Bhatt will also play a pivotal role in the brand and product communication across media platforms

    Alia Bhatt appointed brand ambassador for Philips beauty range

    By A Correspondent

     

    Lifestyle brand Philips India has announced Alia Bhatt as the brand ambassador for its beauty business that includes a wide range of hair appliances and depilation devices. As the brand ambassador, Alia Bhatt will help take the style revolution that Philips India has started among the new age Indian women to the next level. She will also play a pivotal role in the brand and product communication across media platforms.

     

    Taking this association forward, Alia Bhatt will start by endorsing Philips Kerashine range, the only range of hair appliances in India to offer the goodness of Keratin in electrical styling gadgets. The latest product to be launched by Alia is the Kerashine ‘AirStraightener’ that is designed to give naturally straight and smooth hair.

     

    Following this announcement, Philips India will also run an extensive 360 degree marketing campaign with Alia Bhatt to introduce this hairstyling gadget. The campaign will start with an interesting TVC featuring Alia that is scheduled to go on air in mid-August.

     

    Talking about Philips Beauty business, ADA Ratnam, President, Consumer Lifestyle, Philips India, said, “Philips Beauty business is all about fulfilling the needs of our evolved customer by bringing to the floor products that are exactly suited to her personality and that help her express her individuality. We believe in fulfilling the aspirations of the evolving new age woman, who is confident, smart, wants to make a statement and loves to style herself daily.”

     

    Commenting on the introduction of Alia Bhatt as the brand ambassador, Anurita Chopra, Director Marketing, Personal Care, Philips India, said, “We are very happy to introduce Alia Bhatt as the brand ambassador for our Beauty business. Alia Bhatt is the perfect representation of everything that Philips Beauty category stands for! She’s young, confident, stylish and yet simple and very real. Who better than her to endorse the beauty product range that is designed to give power and style to today’s woman?”