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Tag: Ram Jayaraman

  • GREY group India has conceptualized a television commercial that captures the notion of how a sip of B Natural will make the impulsive child within you alive

    Grey’s campaign for ITC B Natural nudges the child within you

    By A Correspondent

     

    Last year, ITC forayed into the juice category with the launch of its brand, B Natural. Being a new entrant, the creative task was to find a more nuanced insight to peg the brand on. Though B Natural products are said to have the goodness of fruits, the creative insight of this campaign was to refrain the brand from the serious view of health benefits like fruit nutrients, breakfast replacement, child’s nutrition and so on, which the category has overtly focused on.

     

    GREY group India has conceptualized a television commercial that captures the notion of how a sip of B Natural will make the impulsive child within you alive. In the commercial, a mother is seen working from home. On seeing her child going to the park, she sets the mood to be a child herself. She drinks a glass full of B Natural, leaves home and slides down the garden slide. The child, of course is surprised by her mother’s impulsive act. The message is do what makes you happy; do playful things when you were a child, with joy and laughter in your heart.

     

    Ram Jayaraman, Senior Executive Creative Director, GREY group India said,”To ‘be natural’ is to shrug off the world’s weight for a moment and to find and celebrate the child within. This is B Natural’s clarion call – each sip of its healthy and refreshing juice exhorts us to give into spontaneity and impulse, and revert to our original, happy selves.”

     

    Channels to tune into are many:

    & TV / Zee TV / Zee Cinema / Star Plus / Life OK / Star Gold/ Movies OK / SAB / Sony TV / Sony Max / Sony MIX / Colors / UTV Movies / Bindass / B Play / 9X M / 9X Tashan / MH1 / PTC Punjabi / PTC Chakde / Zee marathi / Zee Talkies / Colors Marathi / Star Jalsha / Zee bangla / Zee Bangla Cinema & 30 other regional channels to achieve a pan India comprehensive coverage.

     

    Credits:

    Company: ITC B Natural Fruit Jucies

    ITC Team:

    1.       V.L. Rajesh – CEO

    2.       Giriraj Bagri , COO (Dairy, Coffee & beverages)

    3.       Sandeep Shivaram Upadhyaya, Divisonal Marketing Manager

    4.       Arun Sriram, Brand Manager

    5.       Mohammed Shahbaaz, Asst. Brand Manager

     

    Agency Team: GREY group India

    Client Servicing: Vishal Ahluwalia, Vijay Sekhar, Vaishali Bhandari

    Creative: Sandipan Bhattacharyya, Ram Jayaraman, Mark Flory

    Planning: Ajay Ravindran

    GREY Works (Films): Samir Chadha, Sharad Shinde

    Production House: OINK Films.

    Director: Shirsha Guha

    Producer: Naved Punjabi

    PR & Corporate Communications: Sonal Sheth

     

    About GREY group India:

    GREY group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “GREY Famously Effective Since 1917,” the agency serves a blue-chip client roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, Volvo, Britannia, ITC, Ferrero, Saint Gobain, Wipro, BIG, Dell, Adobe, Mondelez, to name a few. GREY was named ADWEEK’s “Global Agency of the Year” and AD AGE’s “Agency of the Year” in 2014. In Asia, Grey Group covers 28 cities in 16 countries, which includes Bengaluru, Gurgaon and Mumbai in India. www.grey.com/india

     

    For further information, please get in touch with:

    Sonal Sheth

    Associate Director – PR & Corporate Communications

    M: +91 9820599480

    Email id: sonal.sheth@grey.com

     

  • Showcases how youth can live their passions and inspire others

    ‘Socho toh karo, karo kuch bhi’, says Dell in new campaign

    By A Correspondent

     

    Dell has launched a new television commercial that is crafted around its theme for youth in 2015 – Learn. Share. Inspire. Conceptualized and executed by GREY group India, the commercial is a testimony to Dell’s belief that aspiring youth of today can not only express their creativity, but also inspire others by sharing their knowledge and creations with the use of personal technology.

     

    Launched in the background of Dell’s Back to College campaign, the TVC premiered online on Dell’s Youtube homepage on June 27,2015, and will be aired on television on July 10, 2015 across leading general English & Hindi entertainment, sports, and music channels.

     

    College students armed with ambition, and the desire to assert individual identity, are looking to perfectly balance their academic and social lives, and technology gives them the platform to do this. As students step into new college semesters, this year’s ‘Back to College’ campaign sets the tone for youth to be motivated about their personal ambitions. As part of the campaign , Dell showcases its exciting new range of Notebooks from its flagship Inspiron brand, the Inspiron 5000 series, which is designed to play multiple roles in a college students’ life – be it for college assignments, skill and knowledge development, or for connecting with people and entertainment.

     

    Ritu Gupta, Director-Marketing, Consumer & Small Business, Dell India said, “In a recent pan India research[1] surveying the existing and potential PC users in the country, it emerged that the youth is ready to spearhead their respective interests using PC technology. The study revealed that the PC is pivotal to self-learning and gaining knowledge for students who have a hunger to do more. “Karo Kuch Bhi” is a reiteration of this year’s theme for the Back to College campaign – Learn. Share. Inspire – which motivates students to express themselves using the power of technology and thus create and share on multiple online & offline platforms. Through this TVC we are realizing our vision of delivering technology which enables youth to reach beyond basic academic learning and enhance the quality of content, leading to the ‘sharing’ of creative ideas, expression and knowledge.”

     

    The TVC addresses the meaning of the word ‘sharing’ among today’s social media savvy generation. In an environment where people are thirsting for captivating and inspirational content, the objective is to highlight the shift towards how youngsters are following their dreams and are producing innovative and thought provoking ideas and content, even as they inspire their others by sharing their journey. The TVC conveys that by creating something new, one can have a meaningful impact and inspire many others to create something of their own.

     

    Ram Jayaraman, Executive Creative Director, GREY group India, Bangalore, said, “The previous Inspiron Notebook TVC we created for Dell was about all about passionate inward pursuit – following your dreams till they become achievements. This one is more outward. It is about touching others with the force of your conviction. It is about passion snowballing into inspiration. Because when passionate youngsters learn and share ideas and beliefs, they make things happen.”

     

  • The TVC is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life

    Scotch-Brite unveils campaign to promote Scrub Pad

    By A Correspondent

     

    Scotch-Brite has unveiled a new campaign to re-launch its, a unique wave shapedscrubber with the power of stain cutters.

     

    In a low involvement category with very little perceived differentiation, where many small players with similar looking green pads exist, it was important to communicate the superiority of Scotch-Brite scrub pad. Hence the agency’s starting point was to identify the one singular benefit and elevate it. An enormous amount of research, showed us that this key benefitis its long life.

     

    The TVC is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life. ‘The Legend of Scotch-Brite’ depicts a woman washing utensils when an old man comes and asks her for some water. The old man then transforms into a divine beingand pleased with the woman’s generosity of spirit, asks her what boon she’d like. The woman wishes for long life. But while granting the boon,the divine being gets distracted and the ray of light from his palm instead hits the scrub pad near her, the scrub pad turning into Scotch-Brite scrub pad – with really long life.

     

    Ram Jayaraman, Executive Creative Director, GREY group Bangalore says:“Scotch-Brite Scrub Pad is not just the category leader, but is the category itself. It’s the only scrub pad with Stain Cutters – innovative Alox particles that treat dirt like dirt. This pad lasts so much longer than other me-too green pads that it feels like a divine miracle. The film is a respectful – albeit entertaining – attempt to demystify the legend.”

     

    Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M says: “We have a superior product. Scotch-Brite Scrub Pad, with stain cutters and unique s-shape has a really long life. We needed an interesting way to communicate this benefit and our agency, GREY, brought this out quite beautifully with their funny, quirky script that all of us liked.  The result – a very interesting TVC communicating the product benefit in a way that is unique to this category.”

     

  • The new B Natural commercial conceptualized by GREY group India 2015 is being aired across all popular south and selective northern channels and has a strong regional presence

    B Natural highlights ‘taste’ factor in new TVC

    By A Correspondent

     

    The juice category is dominated by two key players – Real and Tropicana; with both being positioned on health, a rather sanitized take on health that is all about meal replacement or about sacrificing good food/taste.

     

    Which is why when ITC wanted to enter this category with B Natural, for Grey, the starting point was very clear – we will never ask our consumers to compromise on taste to achieve health.

     

    The consumer insight was that we as a nation have never precluded taste or enjoyment from our pursuit of good health. Our meals are multi-sensory; rich in taste, texture, colours and aromas. It was decided that this code of taste that is so crucial to the Indian consumer, will form the foundation of the messaging. The teams at ITC came up with a product that was so superior in taste, it trumped its competition in every research conducted.

     

    The amalgamation of this insight and product gave birth to the idea of B Natural – a celebration of taste. The enjoyment of great taste is such an innocent and spontaneous joy that no matter how hard you try to hide it, it is bound to show.

     

    Malvika Mehra

    Malvika Mehra, Executive Vice President and National Creative Director, GREY group India said, “Anything coming out from the ITC Foods stable is usually the undisputed leader in taste in its category. That’s the great heritage of this brand. So when it came to  launching their juice brand ‘B Natural’ it was almost instinctive for us to do an out an out taste story. And in keeping with our Indian ethos of ‘jashn’ we decided to make a celebration of it.”

     

    The TVC titled “Sangram Singh” introduces the character of palace guard Sangram Singh – a man trained and conditioned over generations to have an impasse face with no expressions. One can see him staying completely stoic no matter what the situation or news, till he takes the B Natural taste challenge. And when he does take a sip of B Natural, even he finds it impossible from letting the great taste show on his face along with a spontaneous burr of energy in his personality overall.

     

    Ram Jayaraman, Associate Vice President & Creative Head, Grey Bangalore, said: “”To launch a range of fruit juices/beverages in a cluttered market, we needed something different. We found that in something very simple. Taste. Taste at its very core, is instinct. If you have something delicious, the reaction will play out on your face. We fleshed out many ‘blank expression’ archetypes on the premise of ‘Can’t hide the Taste’, and Sangram Singh is the one who made it to the shoot. And lived and smiled to drink B Natural.”

     

  • The TVC is a reiteration of Dell's belief that a school student's education can be made more engaging by leveraging the potential of technology

    Dell questions conventional with ‘Learning Meets Doing’

    By A Correspondent

     

    Dell India kicked off the Back to School season with a new TVC that has been conceptualized and crafted in sync with the theme for 2015 – to transform the process of learning with intuitive technology. The TVC is a reiteration of Dell’s belief that a school student’s education can be made more engaging and interesting by leveraging the potential of technology.

     

    Learning by rote is a common practice among young students, faced with the challenge of remembering large amounts of content to do well in examinations. The new Back to School campaign stems from the thought that learning should not be a task, but something young minds should look forward to with interest. With the launch of the new TVC, Dell kicks off its flagship Back to School season with the aim to evolve conventional methods of learning by including technology in education to aid a better understanding and application of learning content.

     

    Conceptualized and executed by GREY group, the TVC conveys Dell’s overall campaign message of ‘Learning Meets Doing’, empowering children to learn and understand better through the use of technology. Taking Dell’s Back to School campaign into the lives of school going students and their parents across the country, the TVC lays emphasis on how in an Indian household, a child studies by rote. Depicted through the “Ratta Raga”, a mother watches her son struggling to learn something he cannot understand, which builds concern around her child’s method of learning. His “Learning Meets Doing” moment is realised when she introduces him to the path of comprehension using the Dell Inspiron All-in-One PC.

     

    Ritu Gupta

    Ritu Gupta, Director – Marketing – Consumer & Small Business, Dell India said: “This TVC is an abstraction of the challenges faced by young students in the country. The demands of education today means more youngsters are taking to “ratta-fying” with the single minded aim of reproducing this learning in their exams. The concept of ‘Learning meets Doing’ is aimed at challenging today’s method of education. We believe that an intuitive and engaging education which underlines real life application can result in the creation of a generation of well-rounded, ambitious individuals. Dell takes pride in enabling young children by providing them with the right technology for their educational needs. We wish for both, existing and prospective users to understand how technology can fuel creative thinking, and holds the potential to open up a world of knowledge for ambitious minds.”

     

    Ram Jayaraman, Executive Creative Director, GREY Bangalore said: “There’s a difference between studying and learning, just as there’s a difference between getting marks and getting an education. Learning happens when we understand something, and understanding happens easiest when things are engaging and fun. Technology can spark imagination, making the mundane come alive and simplify what’s complicated. While growing up, we had no choice but to learn by hook, crook or rote –children today luckily have a much better option.”