Somany Ceramics has unveiled a new campaign that speaks a lot more than just its range of product portfolio. The brand builds the brand connect with emphasis on little moments of happiness in one’s daily lives and leverages the overall brand image of Somany Ceramics, which believes in keeping customer satisfaction at the forefront.
This film is an emotional take on how shining, elegant tiles not only enhance the ambience of a home, but also elevate the mood of the household. Almost unknowingly, they become an inseparable part of our traditions and our day-to-day lives, adding a sparkle of joy, bonding and love to the moments they touch.
Charu Malhotra, DGM – Somany Ceramics Ltd. said, “In a market dominated by cut-throat competition and ever-changing customer needs, the ability of a brand to evolve and rise above the rest sets it apart. Somany has emerged as a leader in the tile industry with focus on design and innovation. The company believes in delivering products that have better designs, better features, better technology and a better range. Tiles being synonymous with gloss draw attention and are sure to compliment any decor. With this thought in mind we came up with “Zindagi Ko Chamakne Do†TVC and created different real life experiences triggering emotions with due focus on tiles witnessing these sheer moments of joy.â€
Sammy Ghai, Creative Director, R K Swamy BBDO, Delhi said, “ZindagiKoChamakne Do’ TVC is a celebration of the moments of joy that catch us unaware. The four walls and the floor beneath our feet becomes the playground of life where these moments find us. And the beauty of these tiles makes the experience add that sparkle in our lives.â€
Sunil Kukreti – Senior Partner, R K Swamy BBDO, Delhi said, “Tiles add vibrancy and shine to our homes. We wanted to associate the brand Somany with this sparkle and vibrancy in our lives while layering the TVC with rich emotional undertones.â€
IndusInd Bank has signed up Bollywood personality Farhan Akhtar to endorse the brand. The association with the multi-talented actor kicks off with a new advertising campaign designed to communicate the bank’s latest innovative proposition ‘Video Branch’. The Bank has inked the deal with Farhan Akhtar as part of a well-structured brand strategy which intends to position the Bank as a ‘high street’ brand.
The Bank will be adopting a 360 degree integrated marketing approach to propagate the service message. The new advertisement has been directed by Gajraj Rao, a noted ad film-maker. R K Swamy BBDO, New Delhi is the creative agency for the campaign and Lodestar UM, New Delhi is the media agency of the Bank. While television takes the main lead, there will be strong presence of campaign on digital channel including social media through interesting virals, video content and user generated posts. The advertisement will be on air for duration of 6-8 weeks. Estimated media spend for the campaign is around Rs. 15 crore.
The launch of IndusInd Bank ‘Video Branch’ is in line with the bank’s ingrained theme of Responsive Innovation. Video Branch allows IndusInd Bank customers to perform banking transactions via a video call without visiting the branch. The service is a purely video-based channel connecting customers on mobiles and desktops to staff representatives for face-to-face communications. Currently Video Branch is available for Android (2.3 and higher) and Apple mobile devices (iOS 6, 7 and higher) in the respective App Stores.
Commenting on the proposed campaign, SumantKathpalia, Head – Consumer Banking, IndusInd Bank said, “Video Branch is yet another extension of IndusInd bank’s theme of ‘Responsive Innovation’ and a further reinforcement of our commitment to offer best-of-class services and convenience to our customers. This service is an outcome of extensive consumer research and a clear need-gap that was identified over a period of time. Digitisation is the future of banking and we are hopeful that the new service will be immensely useful to our customers.â€
Commenting on the upcoming ad campaign, Mohit Ganju, Head, Marketing & Communications, IndusInd Bank said, “The latest advertisement campaign incorporates strong consumer insights and we have used interesting – a bit humorous situations to deliver the service message. Our association with Farhan as a brand endorser is set to strengthen the bank’s communication towards its core philosophy of Responsive Innovation, reinforcing the bank’s brand statement ‘You desire, We Deliver’. Farhan personifies sincerity, new-age thinking and dynamism and is a great fit to the brand. We look forward to synergizing with him in the bank’s journey to establish itself as a high street brand.â€
In the recent past, IndusInd Bank has launched a host of innovative services like My Account My Number, Choice Money ATMs, Check-on-Cheque, Cash-on-Mobile, Direct Connect, Quick Redeem Service and 365 Days Banking. All these unique services have been widely publicized and have been well appreciated by the customers.
The Holi weekend got off to a green start with the International Advertising Association India Chapter’s Olive Crown Awards on Friday, March 14 in Mumbai. The crème de la crème of the Indian advertising business was in attendance for the fourth edition of what is India’s first and only recognition for creative excellence in communicating sustainability.
Mc Cann Erickson was crowned Green Agency of the Year. The agency also bagged the coveted Campaign of the Year for ‘Wake Up, Clean Up’. Dentsu Creative Impact got the Silver in the Campaign of the Year. Hindustan Unilever was awarded the Corporate Social Crusader of the Year as well as the Green Brand of the Year. Mathrubhumi too received the Corporate Social Crusader of the Year while the DDB Mudra group bagged the Silver in the Green Brand of the Year category.
The Green Advertiser of the Year award went to the Bruhat Bengaluru Mahanagara Palike (BBMP), Karnataka State Government. The Green Crusader of the Year was awarded to Maneka Gandhi, Member of Parliament. The chief guest at the event was actor Amitabh Bachchan, who was also accorded the Honorary Membership of the IAA India Chapter.
Srinivasan Swamy
Said Srinivasan K Swamy, Chairman, R K Swamy BBDO and President, India Chapter and VP-Development Asia Pacific, IAA: “These awards have acquired the hue of a ’cause’ and this is one of the reasons for their universal acceptance.”
Brief: SBI understands the significance of owning a home and the importance it plays in one’s life. The TVC tries to capture this emotion, wherein the husband gift’s a house to his wife on her birthday while the son gifts a self-illustrated painting of the family with their ‘own’ home. The emotional gratification of owning your ‘own’ home executed in a manner that is simple yet endearing. The call to action is compelled by reduced interest rates, lower EMIs and longer tenor from India’s largest home loan provider – SBI.
The Execution:Â Â The advertisement should have a strong emotional peg that holds the viewer, while the reduced interest rates and other tangible benefits appeal to the rational. Tag the special home loans for women ‘Her Ghar’ to create awareness for it.
Creative Idea:Â The emotional gratification of owning your ‘own’ home executed in a manner that is simple yet endearing. The call to action is compelled by reduced interest rates, lower EMIs and longer tenor from India’s largest home loan provider – SBI.
Credits:
Creative Agency -  R K SWAMY BBDO
Agency Heads – Sangeetha N – President (West) & ECD;  Shailen Sohoni – COO, Mumbai
Creative Director – Mukesh Anand
Copywriter – Mukesh Anand, Vikrant Dange
Art Director – Tapas Pal, Sagar Shriyan
Illustrator – Chandrakant Dhuri
Agency Film Dept: Manoj Nair, Laxman Singh
Client Servicing Team – Atul Dube / Lennon Andrades
The International Advertising Association India Chapter has revealed nominations for the first 12 categories of the second edition of the IAA Leadership Awards. The nominees have been shortlisted from the fields of Marketing of various products and services categories.
The IAA Leadership Awards will see a recognition of 21 individuals in as many categories who will be handpicked through a two-stage selection process.
And the nominees are:
Srinivasan Swamy
Speaking on the nominees, Srinivasan Swamy, President IAA India and VP-Development, IAA Asia Pacific, and Chairman, R K Swamy BBDO said, “The nominees are the chosen few from the field of marketing, shortlisted via a scientific thought process and detailed research. By celebrating their achievements, we hope to motivate them to raise the bar year-on-year.”
The awards will be presented on March 1 at the Grand Hyatt Hotel, Mumbai, with I&B Minsiter Manish Tewari as the Chief Guest.
The International Advertising Association’s India Chapter has unveiled the 21 categories for which its now-annual leadership awards will be held on March 1 in Mumbai. Presented by general entertainment channel Colors, the following are the 21 categories:
1. Marketer of the Year – Banking
2. Marketer of the Year – Insurance
3.Marketer of the Year – Auto: 2 Wheeler
4. Marketer of the Year – Auto: Passenger Vehicles
5. Marketer of the Year – Mobile Services
6. Marketer of the Year – Mobile Devices
7. Marketer of the Year – FMCG: Personal Care, Laundry and Toiletries
8. Marketer of the Year – FMCG: Foods & Beverages
9. Marketer of the Year – FMCG: Consumer Durables
10. Marketer of the Year – Home Improvement
11. Marketer of the Year – Household Products
12. Marketer of the Year – Ecommerce
13. Media Agency Head of The Year
14. Creative Agency Head of The Year
15. CEO of The Year
16. Media Person of The Year
17. TV Anchor of The Year
18. Editor of The Year
19. Hall Of Fame
20. Brand Ambassador OF The Year – Male
21. Brand Ambassador OF The Year – Female
Srinivasan Swamy
Announcing the categories, Srinivasan Swamy, President IAA India and VP-Development, IAA Asia Pacific, and Chairman, R K Swamy BBDO commented: “After the great response we received for the first edition of the IAA Leadership Awards, we have made some marginal changes in categories this year to take into account some feedback received. The final winners are being determined now on a number of product and service categories and of course some Awards for senior practitioners. The IAA Leadership Awards is our endeavour to recognize and salute these outstanding talent which has made impactful contributions in the market space and the companies and brands they led.” I&B Minister Manish Tewari will be the Chief Guest at the awards event.
Manish Tewari
Three categories have been removed from last year’s list. These being: Marketer of the Year in Auto Commercial Vehicles, Travel & Hospitality and Media & Entertainment. The Marketer of the Year – Telecom Products category is now broken up into Marketer of the Year – Mobile Services and Mobile Devices. In addition, thee will be a Marketer of the Year for Home Improvement and E-commerce.
The scope of the Marketer of the Year – FMCG: Personal Care category has been expanded to Marketer of the Year – FMCG: Personal Care, Laundry and Toiletries.
To ensure the authenticity and credibility of the awards and maintain the highest level of transparency at all stages, IAA looked at various performance criteria in every category under consideration, like revenue/market share growth, marketing initiatives undertaken, innovative schemes, launches, advertising spends etc to shortlist the nominees. Nielsen India was engaged thereafter to have the nominees voted upon by senior marketers from the same industry to pick the final winner. Ernst & Young has been commissioned to look at the process to satisfy itself of fairness and to officially tabulate the results.
The IAA Leadership Awards, this year, are scheduled to be held on 1st March 2014 at Grand Hyatt, Mumbai. Honourable Union Minister of State for Information and Broadcasting, Sri Manish Tewari will grace the occasion as the Chief Guest. The awards night will be attended by the crème de la crème of the marketing, advertising and media fraternity to see some of their leaders carry home coveted trophies.
The following were the winners of the IAA Leadership Awards 2013:
Srinivasan Swamy, Chairman & Managing Director of R K Swamy BBDO was re-elected President of India Chapter of International Advertising Association at the Annual General Meeting held in Mumbai on Wednesday, September 25.
Neeraj Roy, MD and CEO of Hungama Digital Media Entertainment, was elected Vice President. Jaideep Gandhi, Chairman, Jaya Advertising and Monica Tata, MD, HBO India were re-elected as Treasurer and Secretary respectively for the year 2013-14.
Neeraj Roy
“IAA India was on an over-drive in 2012-13 under the leadership of Srinivasan Swamy” said Pradeep Guha, VP & Area Director, Asia Pacific of IAA.
The other members of the new Managing Committee are: Pradeep Guha, Pheroza Bilimoria, Kaushik Roy, Sam Balsara, Raj Nayak, Ramesh Narayan, M G Parameswaran, M V Shreyams Kumar, Kunal Lalani, Avinash Pandey, Arunabh Dassharma, Neville Taraporewalla, Partho Das Gupta, Rajesh Kejriwal and Abhishek Karnani, Manish Advani, Janak Sarda, Vishakha Singh, C V L Srinivas and Atit Mehta.
Karnataka Bank has a very low awareness level across India. We had to come up with a brand communication which helped the brand to be known.
4. The thought process behind the creative:
Since the objective of the ad was primarily to raise awareness within a short time, the creative focused on the most recognizable aspect of the bank, which was the motif of the star in their logo. And in most people’s lives, it’s a bank that plays the star role in realizing their dreams and aspirations. We just made this star a central focus of the ad and enhanced the association further with a memorable track.
5. Media vehicles chosen:
Television.
6. Key issues kept in mind while executing the ad:
Increase the awareness level and branding.
7. Does the treatment do justice to the brief?
Yes.
8. What is the differentiating factor about the ad?
Charu Malhotra, DGM – Somany Ceramics Ltd. said, “In a market dominated by cut-throat competition and ever-changing customer needs, the ability of a brand to evolve and rise above the rest sets it apart. Somany has emerged as a leader in the tile industry with focus on design and innovation. The company believes in delivering products that have better designs, better features, better technology and a better range. Tiles being synonymous with gloss draw attention and are sure to compliment any decor. With this thought in mind we came up with “Zindagi Ko Chamakne Do†TVC and created different real life experiences triggering emotions with due focus on tiles witnessing these sheer moments of joy.â€
The Holi weekend got off to a green start with the International Advertising Association India Chapter’s Olive Crown Awards on Friday, March 14 in Mumbai. The crème de la crème of the Indian advertising business was in attendance for the fourth edition of what is India’s first and only recognition for creative excellence in communicating sustainability.
Sandeep Pai, Creative Head, Bangalore, R K Swamy BBDO