MxMIndia

Tag: Rajesh Saathi

  • Officer's Choice Blue Snacks launches a new TVC campaign that applauds everyday acts of kindness with "Salute toh bantahai!"

    ‘Salute toh banta Hai’ affirms Officer’s Choice’s in new campaign

    By A Correspondent

     

    Officer’s Choice Blue has launched a new ad campaign ‘Salute to Banta Hai’- communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVCs narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring world. The communication conveys the ‘good’ in actions of giving way to an ambulance over a VIP vehicle, respecting the lowest ranks in office, concern to assuage apprehension of a woman traveling alone, and bringing help to people in need.

     

    The narratives create a strong people connect – with positive actions that are spontaneous and relatable- embedded in the belief, and keeping the faith in doing ‘good’. The TVCs end with the tagline ‘Salute toh Banta Hai’ which acknowledge the contribution of these everyday heroes.

     

    The campaign has been conceptualized by Metaphor, A Triton Communication subsidiary and directed by Rajesh Saathi from Keroscene Films.

     

    Said Ullas Chopra, National Creative Director, Triton Communications: “This has been quite an interesting campaign. The challenge was to present righteousness in a manner which is not preachy or confrontational. We decided to take an approach that applauds people for their efforts to do the right thing and be good samaritans. Once in a while we get an opportunity to work on communication that warms people’s hearts and remind people of their better side. The most satisfying thing for us has been how all elements came together – the storytelling, the music and the lyrics. We set out to touch hearts and I think we managed to do that very well. “

     

    Commenting on the campaign, Ahmed Rahimtoola, VP, Marketing, Allied Blenders and Distillers, said, “The process, starting from segmentation research to effectively delivering on new communication, has been incredible. Officer’s Choice franchise is the largest in its category globally, and it is imperative that we deliver ahead of expectation. We take pride in the aesthetic communication which very strongly conveys the brand’s long–standing view on righteousness, and the need to bring about positive change.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring 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: Jumpin – Bade Kaam Ki Masti

    Rajesh Saathi – Director, Keroscene Films

     

    Name of the Campaign: Jumpin Bade Kaam Ki Masti

     

    The Brief:

    Jumpin has been present in the Indian market for over 15 years now, with a loyal set of consumers. We were to show that the new Jumpin has the delicious taste of real Alphonso mangoes, and the rich, thick, lip-smacking juice gives you loads of energy.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=dTlGqnHyHLY[/youtube]

    Research insights:

    The communication task in hand was to make consumers relook at Jumpin in the clutter of options that are available to them and give them a reason to choose Jumpin over other mango drinks available in the market.

     

    The thought process behind the creative:

    The TVC is highly clutter breaking and brings alive the brand as a Jumpin-boy who is smart, active and quite the all-rounder – enjoys his studies but makes sure he doesn’t miss out on fun. He is full of beans and is quite mischievous and cheeky, exploring boundaries and handling everyday challenges with zealous enthusiasm

     

    Media vehicles chosen: TV

     

    Key issues kept in mind while executing the ad:

    Clutter breaking communication; to stand tall amidst clutter:  Keep the humor quotient high…..bring alive the idea of fun and masti but with a cause, hence Bade Kaam Ki Masti

     

    Drive the stickiness of the copy and enhance the appeal:  Excellent use of the classical Bollywood hit “Nani Teri Morni Ko Mor Le Gaye” enhances the appeal of the film. Superb work done with the remixing of the song makes it even more contemporary.

     

    Does the treatment do justice to the brief:

    The one line brief on the communication task was – To make consumers (kids/moms) relook at Jumpin in the clutter of options that are available to them. The TVC completely does justice to the brief and the overall treatment of the film, its tonality, the song and the storyline helps relaunch Jumpin into the big league.

     

    What according to you is the differentiating factor about the ad?

    Excellent use of the jingle “Nani Teri Morni Ko Mor” to establish the storyline and hence the idea of Bade Kaam Ki Masti

     

    Market and client feedback for the Jumpin TVC:

    It had been about 6 years since Jumpin last advertised in 2006 and communicated with consumers through mass media. In the meantime, all leading mango drink players were not only very aggressive but also spurred their growth through much larger media presence. The challenge with Jumpin was to not only stand out amidst the clutter but also to appeal to the strategically selected audience, kids aged 10-14yrs. To achieve this, it was pertinent to seamlessly weave the brand promise of “Bade Kaam Ki Masti” into the storyline and also stay true to the personality of Jumpin being a fun & playful brand.

     

    Through this new TVC jumpin not only manages to capture the attention of kids but also engages them comprehensively. The excellent use of the classical Bollywood hit “Nani Teri Morni Ko Mor le gaye” increases the appeal of the film. It helps to cut across the age barrier and is being equally liked by adults as it takes them on a nostalgic trip since they also grew up listening and singing the song to their grandmothers.

     

    Initial response to the TVC has been phenomenal. Everyone who has seen the film has immensely liked the film & found it entertaining. They have also appreciated the big idea of “Bade Kaam Ki Masti” and are seen humming the song Nani Teri Morni koMor…

     

    The same has been equally liked by our trade partners and retailers.