MxMIndia

Tag: Priya Pardiwalla

  • Launches a special Onam digital film to highlight Goodknight Gold Flash

    Wunderman Thompson films for Goodknight

    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.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings for you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta

    Ad Strat: Max Weekends – chillout time

    Priya Pardiwalla, Vice president and senior creative director and Steven Mathais, Associate vice-president and senior creative director, JWT.

     

    Name of the Campaign/Ad: Max Weekends

     

    The Brief: Showcase that Set Max has the best collection of Bollywood blockbusters and the best way to spend weekends is, at home watching Max

     

    Research insights:

    A sizeable chunk of the Indian public is so tired after work that by the time the weekend arrives, they would rather stay at home and enjoy the weekends with family than venture out to crowded malls and other public spaces.

     

    [youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=TiP5h7-awpE[/youtube]

    Thought process behind the creative:

    Tap into popular perceptions that certain people like policemen, cricketers and models have a very cushy life and their jobs are rather ‘easy’ or ‘glamorous’ to perform. And then demonstrate how things are not as they appear. And the way to recharge and bounce back is by chilling over the weekend and watching Max Weekends.

     

    Media vehicles chosen:

    TV and limited outdoor in upcountry markets.

     

    Key issues kept in mind while executing the ad:

    While the situations are based on real insights and experiences, the treatment is humorous and over the top.

     

    Does the treatment do justice to the brief:

    Max is an entertainment channel for the whole family so the commercials too need to be as engaging and entertaining as the movies showcased and should appeal to all concerned.

     

    What is the differentiating factor about the ad:

    The fresh factor is that ads show professions generally perceived to be very easy, glamorous and cushy and the irony and truth behind them. The spin on this insight is what creates the differentiation!