MxMIndia

Tag: RK Swamy BBDO

  • Espousing the cause, IndusInd Bank aims to bring to light their contribution to the country by creating a nationwide movement of support

    IndusInd’s “JeetkaHalla” looks to support para-athletes

    By A Correspondent

     

    IndusInd Bank in association with GoSports Foundation has launched “JeetkaHalla” – a campaign to support the para-athletes under the Para Champions Program. Espousing the cause, IndusInd Bank aims to bring to light their contribution to the country by creating a nationwide movement of support.

     

    This campaign,which highlights the achievements of the para-athletes and the rigour of their preparation for achieving success in the international stage, showcases the brand as a thought leader working within the community to bring about a positive change. The campaign creates a strong positivity for the bank and positions it as a responsible and socially-conscious organisation which supports good and unique causes, with the aim of giving back to society.

     

    Through the campaign, IndusInd Bank unveiled a heartwarming, and inspiring Anthem which showcased the grit and spirit of para-athletes, and through the Anthem, the Bank conveys the message that it is time for the viewers to cheer and support the unsung para-athletes.

     

    To give this cause its moment under the sun, IndusInd Bank has embarked on a multi-media campaign that will create the impact and help in mobilising the momentum of seeking encouragement for these heroes.

     

    There will be non-stop media blitz over a period of a month on digital, cinema, radio and subsequently television platforms. The three minute anthem has been conceptualized by AnkurSuman, Principal consultant and Creative head, RK Swamy BBDO and it is directed by Amit Roy, known for his works on films Sarkar and Sarkar Raj. Bakery Films has produced the Anthem. Lodestar UM is the media agency of the Bank.  The anthem is sung by PankajAwasthi and its lyricist is Pankaj Bora, RK Swamy BBDO.

     

    Anil Ramachandran, Head – Marketing & Communication, and Head – Retail Unsecured Assets, IndusInd Bank, said, “While we are passionate about sports and proud of our sporting icons, we believe that we need to cast the spotlight on other sporting heroes — the para-athletes — and their amazing talents. The ‘JeetkaHalla’ campaign asks people to support and cheer our nation’s para-athletes and recognise their contributions, strengths and passion for their sport. The campaign showcases their hard work, grit and perseverance and highlights all that they have achieved. This campaign brings to focus the phenomenal abilities of these great sportspeople.”

     

    Sanjeev Anand, Country Head – Commercial Banking and in-charge of Sports Vertical, IndusInd Bank, added: “We, at IndusInd Bank, believe that a person can either spend his or her life focusing on the disadvantages or work hard to overcome them and reach full potential. Through our unique campaign, we are providing para-athletes with much-needed impetus to compete and excel in the sports arena and through the inspiring anthem, we are trying to build in empathy, and appreciation for their efforts which often go unnoticed. IndusInd Bank is the only brand to take up the cause of the para-athletes.”

     

     

  • Ads Feature brand endorser Farhan Akhtar and actor Boman Irani

    IndusInd Bank launches new campaign on ‘Fingerprint Banking’

    By A Correspondent

     

    IndusInd Bank has launched an integrated advertising campaign to unveil its innovative service ‘Fingerprint Banking’. IndusInd Bank is the first bank in the country to launch this service where customers can do end-to-end banking transactions on its Mobile Banking app ‘IndusMobile’, by using just their fingerprint. The campaign features Farhan Akhtar, brand endorser for IndusInd Bank and multitalented actor Boman Irani.

     

    ‘Fingerprint Banking’ service has been launched after studying consumer behavior and insights on remembering complicated and lengthy passwords. It was found that customers tend to forget their passwords and resetting them again was a lot of trouble. With fingerprint banking, consumers can afford to forget passwords forever.

     

    Apart from fingerprint, the mobile banking App also has functionality of ‘Swipe Pattern’ which can be set as a security identifier to conduct mobile banking transactions. This ensures that customers across all smart phone devices can do their banking transactions seamlessly without entering passwords.

     

    Launching the campaign, Sumant Kathpalia, Head – Consumer Banking, IndusInd Bank said, “This advertising campaign from IndusInd Bank embodies a blend of strong consumer insight and interesting slice of life situations with subtle humor. The launch of this service has further strengthened the core brand philosophy of Responsive Innovation. We are glad that Bollywood’s two seasoned actors have associated with us and have enhanced the effectiveness of this ad campaign”.

     

    Ankur Suman, Principal Consultant & Creative Head, RK Swamy BBDO commented, “As always, IndusInd Bank has come up with yet another unique, differentiated service. So the communication needs to be potent enough to create the right degree of buzz amongst consumers. While we have demonstrated the convenience of Fingerprint Banking clearly, we have retained the zippy energy and humour that have given the brand’s communication a distinguished identity over the years.”

     

    IndusInd Bank has adopted a well synergized multimedia media approach for this campaign. While TV will be the lead medium of the campaign, effective digital media will engage and connect with the digital savvy audience.  Other mediums will also be used along with the key mediums in order to create a ‘surround sound’ of the communication. The estimated media spends of the ad campaign is approximately Rs. 15 crores.

     

  • The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households

    Polycab’s latest campaign captures true joy as experienced by infants

    By A Correspondent

     

    To launch the Polycab range of ceiling, pedestal, wall and exhaust fans, RK Swamy BBDO has unveiled its latest campaign keeping in mind the extreme parity in the Fan category.

     

    The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households. It leaves them chuckling which is heart-warming, making for the line “Hawa jo dil ko chuu le”. The TVC ends with the brand promise ‘Connection Zindagi Ka’.

     

    Shashank Pore, the Chief Marketing Officer, Polycab says “Today, the fans category is cluttered with over eight players fighting in a mature fans category with very little technological change. About four of those players are more than five decades old. Polycab being a new entrant. Last year Polycab had set forth on a new path in its communication journey with launch of the mother brand campaign and promise. Later it was followed with a product led wires tvc. Beginning this year, we launched a new communication in the fans category. The space today is filled fan TVCs having quirky humour, loaded social messages or expertise platform etc.”

     

    “We wanted to go back to those simple, light hearted moments of joy generated when we just switch on a fan like Polycab, in the sweltering and tiring heat of summer.  We also need the payoff to be consistent with our mother brand promise of Connection Zindagi Ka and it does a good job of aligning along with lending newness to the Polycab Fans brand.”

     

    Sangeetha N of RK Swamy commented: “A fan is a parity product. So execution would be strategy. We needed something that would make an instant connection and also stand the test of time.   Thus we depicted babies thoroughly enjoying the simple joys of a good breeze. The nice breeze sets off some action around like a paper wind mill rotating, newspaper flying or a mobile swinging all of which results in chuckling, happy babies who touch the heart with their open enjoyment. And what sets off the lovely breeze – Polycab Fans of course. This  gentle, soft approach ensures that nobody will be tired of seeing the commercial again and again, thus helping build brand equity.”

     

  • Rachana has spent over 12 years in OOH Industry and diligently built Unilever and Amazon brands in Out of home space during her last assignment in Rapport

    Kinetic India appoints Rachana Lokhande as Director – Trading and Operations

    By A Correspondent

     

    Kinetic India has announced the appointment of Rachana Lokhande as Director – Trading and Operations and will have all India buying, trading and operations team reporting to her at Kinetic. With her spirited personality and active leadership, she will oversee the trading, operations and buying functions of the company. Rachana has spent over 12 years in OOH Industry and diligently built Unilever and Amazon brands in Out of home space during her last assignment in Rapport, the OOH arm of Mediabrands.

     

    Commenting on same, Suresh Balakrishna, CEO – South Asia & Middle East, Kinetic said, “I have worked with Rachana in my previous assignment and know her to be a committed and driven professional. She brings with her the experience of handling very large and demanding clients like Amazon and HUL. I am delighted that she has joined Kinetic, this will only strengthen our hold on the Indian market”.

     

    Rachana, a mass communication graduate and a mechanical engineer, started her career with Ensure Outdoor as Planner and Buyer and later took up new and progressive roles at RK Swamy BBDO, Aaren Initiative and Rapport prior to Kinetic Worldwide with total experience of 15 years.

     

    Speaking on her new role, Mrs. Rachana Lokhande said, “I am thrilled and excited about my new role at Kinetic and look forward to working with its dynamic team to drive its accelerated growth story”.

     

  • The campaign establishes connect with the consumers and presents a modern brand image for Polycab which helps to build a cohesive brand recall amongst the masses

    Polycab sticks to ‘Connection Zindagi Ka’ proposition in new campaign

    By A Correspondent

     

    Polycab has launched a new TV campaign highlighting the power savings offered by its house wires. The campaign emphasizes on the fact that people tend to waste electricity subconsciously; it presents a proposition about how replacing ordinary wires with cost effective safe and quality wires from Polycab can provide upto 25 per cent power savings.

     

    Talking about the TVC, Shashank Pore, Chief Marketing Officer, Polycab Wires, said “The human insight that we have used in this tvc is very contemporary and reflects a forward thinking positive mindset. We can’t change our near n dear ones’ habits as we love them and want to give them their space.” This insight has been dovetailed into a powerful communication that delivers a functional message in a crisp humane way.”

     

    “With the launch of this campaign we intend to take our brand promise ‘Connection Zindagi Ka’ to the next level. In this campaign we have taken an everyday scenario in a family where the head of family is trying to save. Today safety is hygiene and what consumers expect beyond safety is savings. Also in the face of escalating electricity costs the consumer stands benefitted by using Polycab wires.”

     

    The campaign, directed and launched by RK Swamy BBDO group highlights the vision of Polycab to provide happiness to consumers and aptly drives home the message ‘Connection Bachat Ka, Connection Zindagi Ka’.

     

    Commenting on the campaign, Sangeetha Narsimhan, ECD West, RK Swamy BBDO said, “The idea behind the campaign is to address the casual approach of our family members towards the electricity. In the day-to-day lives, our family members tend to waste electricity without thinking and though their habits can be irritating at times, but we love them and they are irreplaceable. We felt that Paresh Rawal is an exact fit of a person who can project a very affable, positive and light hearted face to an otherwise serious category. The campaign effectively captures the essence of our core brand promise and is summarized in the payoff line ‘Connection Bachat Ka, Connection Zindagi ka.”

     

    The campaign establishes connect with the consumers and presents a modern brand image for Polycab which helps to build a cohesive brand recall amongst the masses.

     

  • Humsa will report into NP Singh, CEO, MSM Network

    MSM appoints Humsa Dhir as SVP & Head, PR & Corporate Communications

    By A Correspondent

     

    Humsa Dhir has joined MSM as Senior Vice-President (SVP) & Head – PR & Corporate Communications for the network. In this newly created role, she will lead MSM’s PR and Communications strategy and execute on pivotal campaigns, programs and activities that advance the network’s brand image and reputation. Humsa will report into NP Singh, CEO, MSM Network.

     

    Humsa has over 19 years of work experience across Advertising, Public Relations,  Corporate Communications and Public Affairs; having worked for the India, South Asia and Middle East markets. For the last three companies that she worked in, she has set up and established from scratch the Corporate Communications function;  encompassing marketing and brand communication, investor and media relations as well as communications around employee engagement.

     

    NP Singh

    Commenting on the appointment, NP Singh, Chief Executive Officer, Multi Screen Media Pvt. Ltd said, “We are delighted to welcome Humsa as our Corporate Communications lead. We believe Humsa’s well-grounded, robust experience across different aspects of communications will enable her to play a very intrinsic role in the network as she charts a strategic direction to shape the network’s reputation amongst its multiple stakeholders. She has our unflinching support to execute on this commitment.”

     

    Prior to joining MSM, Humsa was with AkzoNobel India, where she managed the communications and Public affairs portfolio for the entire organization including its various business verticals. Her responsibilities stretched from building and managing the corporate brand to overseeing reputational matters, including crises. Internal communications as well as CSR were also central to her responsibilities. Some of Humsa’s previous work stints have been with Suzlon, the Eicher group, RK Swamy BBDO as well as J Walter Thompson.

     

  • The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women's domain

    RK Swamy BBDO unveils ‘unisex’ campaign for Lloyd Washing Machines

    By A Correspondent

     

    RK Swamy BBDO, New Delhi, have churned out a singular campaign to announce the entry of Lloyd in the washing machine category. The 360 degree campaign released in mid-July positions Lloyd Washing Machines as ‘unisex’ machines.

     

    The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women’s domain. However, the modern urban women do not appreciate this mindset, given the fact that a lot of them have a busy professional life now and there is no specific logical reason to justify why only women should be held responsible for such mundane chores.

     

    This insight has attracted the attention of quite a few marketers off late.

     

    But with this campaign, team RK Swamy BBDO has gone a step further and actually attempted to create an altogether new sub-category of washing machines by calling them unisex.

     

    Consumers recognise Lloyd more as a trustworthy air conditioner brand. So it was imperative to ensure that consumers sit up and take notice of the brand’s entry into a new category.

     

    Sunil Kukreti, Senior Partner – R K Swamy BBDO, says “The idea was to build a connect with the women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd Washing Machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of ‘Unisex’ washing machines will reinforce the message that women want men to help out.

     

    So the need was to connect with them at an emotional level. Hence it was decided to touch upon the subject in a way that almost all women would relate to it. Ankur Suman, Sr. Brand Design Director, RK Swamy BBDO, says, “The tonality of the communication had to be anything but preachy. By calling our machines Unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message.”

     

    The campaign has been extended to various media: print, digital, outdoor, on-ground activation with in-store promotions too.

     

  • The new TVC has been developed to communicate the product concept of Camel Oil Pastel

    RK Swamy unveils new campaign for Camlin

    By A Correspondent

     

    RK Swamy BBDO has unveiled its new TVC for Camlin. Camlin is the leader in colouring products and one such product is the Camel Oil Pastel. This can be used in the same way as crayons but offer a unique product benefit not available with crayons –the ability to mix two colours to get a completely new colour and shades that enables more lifelike drawing. The objective of the commercial is to bring home these benefits.

     

    The TVC shows a group of students in an art class who are amazed to discover that the painting made by one of their classmates is rich and very life like. On enquiring how this was done, their classmate makes use of this opportunity to get them do his project as the price for the answer. Once the deal is struck, he reveals that he has the ‘Mixing ka Magic’ using Camel Oil Pastels that offer the advantage of mixing two colours and creating a third one to make lifelike paintings. In the end, we see that the kids have using the oil pastel to create a drawing, which looked so real that it almost jumps off the page, startling the teacher who had come down to check on the commotion.

     

    Gautam Pandit, Sr. Partner & Executive Creative Director said, “With Camel Oil Pastels, the challenge was to create a compelling film based on very strong differentiator – that of the ability to a create a new colour with two or more different coloured oil pastels thereby making drawings more  lifelike. To communicate this effectively to kids, we coined the phrase ‘mixing ka magic’ and wove it into an engaging storyline which stayed true to the insight that children are overjoyed with the ability to create new things.”

     

    Saumitra Prasad, CMO-Kokuyo Camlin said, “The new TVC  has been developed to communicate the product concept of Camel Oil Pastel that this is a superior crayon which gives children the power to create new Colours by intermixing Colours, and hence create rich and true to life painting. This communication is in synergy with the brand positioning of making learning fun for children.”

     

     

    RK Swamy BBDO

  • The new commercial, directed by Pradeep Sarkar and launched by RK Swamy BBDO group highlights the vision of Polycab to provide happiness to people

    Polycab launches new campaign to push its brand identity

    By A Correspondent

     

    Wires and cables manufacturer Polycab, has launched a new brand campaign that seeks to build a fresh identity and recognition in the mind of consumers. The company from the modest beginning with wires and cables has now diversified into consumer facing businesses such as switches, fans, LED lighting.

     

    The new TV commercial directed by Pradeep Sarkar (of Parineeta fame) and launched by RK SWAMY BBDO group highlights the vision of Polycab to provide happiness to people.

     

    It efficiently displays the connect Polycab has with society and trust that people place in the brand; beautifully captured in the message ‘Connection Zindagi Ka’.

     

    R Ramakrishnan, Vice Chairman, Joint MD & Group CEO, Polycab Wires, said, “As humans we have an intimate relationship with electricity, to the point that it is practically impossible to separate our life from it. Electricity brings the convenience of countless electrical products and very often has been associated with happiness.  At Polycab, our vision is to provide happiness and safety to people through our products and we haveendeavored to communicate this message in our latest ad campaign Polycab – Connection Zindagi Ka.”

     

    Shashank Pore, Chief Marketing Officer, Polycab Wires, said “With this campaign, Polycab seeks to build strong equity through a very human and young face. We needed people to know how important a part we play in their lives. We also needed to connect with youth in a meaningful way and engage in conversations they like. It all ties up well in the end with the depiction of an entire range of products we have to offer to our consumers.”

     

    The campaign establishes a pertinent and modern brand image for Polycab which will help build a brand recall amongst the masses.

     

  • Santa Claus is comin' to town! So we asked some industry captains to tell us what goodies they would like Uncle Santa to bring them this Dec 25

    Dear Santa…

     

    On the occasion of X’mas 2014 so we asked some industry captains to tell us what goodies they would like Santa Claus to bring them this Dec 25. Interviews by Shobhana Nair here goes:

     

    Srinivasan K Swamy, Chairman and Managing Director, RK Swamy BBDO

    If I were to wish for something, then this would be double digit GDP growth of our economy in 2015!

     

     

     

    M G Parameswaran, Member Management Board, FCB Ulka Advertising

    I wish Santa Claus to bring to the advertising agency business a big bottle of confidence tonic! An elixir that will infuse everyone in our exciting world of advertising with extra courage, confidence and spirit; to believe in the industry, to believe in their own competence and contribution to the success of brands and most importantly a unshakeable faith in the greater purpose of advertising: to move consumers from their inertia, to keep the wheels of industry moving, to make the world a better place, one OTS/ one TRP at a time!

     

    Piyush Pandey, Executive Chairman and Creative Director, South Asia

    Ogilvy & Mather India

    I’d like Santa to distribute small and beautiful packets of wisdom for everybody in the industry.

     

     

    Satyan Gajwani, CEO, Times Internet

    New consumers are buying smartphones everyday, but for them to be useful, the cost of data needs to reduce. When users want to pay for something, it shouldn’t be as cumbersome as it is today.

     

     

    Ashish Bhasin, Chairman & CEO South Asia – Dentsu Aegis Network

    If Santa Claus could meet with the Finance Minister and emphasize upon him that in the forthcoming budget he needs to give a sensible taxation regime, particularly with respect to service tax and VAT applicable on the advertising and marketing communications business, I think it will go a long way in helping our industry grow. A an industry, we want to show our creativity in the area of advertising and not in the area of creative accounting!

     

    Prashant Panday, MD & CEO, ENIL

    The one thing is that Phase-3 auctions get completed before March 31 and migration of 21 Phase-2 licences which are lapsing on March 31st happens on time.

     

     

     

    Anirudh Dhoot, Director, Videocon

    In line with our Prime Minister’s vision of “Make in India”, we expect policies and infrastructural support for electronic components and panel manufacturing in India. India has the potential to become a global electronics manufacturing hub not only for internal consumption but also satiating global requirement.

     

     

    Sanjay Mehta, Joint CEO, Social Wavelength

    The one thing that I’d want Santa Claus to bring to our industry, would be Better Retainer Fees :)  For all the hard work that the social media agencies do for clients, from strategy to execution, from creatives to media, from technology to ORM, we still don’t get adequate respect, reflected in terms of decent monthly retainer fees! As we get into 2015, I hope Santa Claus makes our clients acknowledge the role we play and compensate us better!

     

    Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India

    I’d want Santa to give us an emotional gift in the form of ‘unity within the industry’. We are fighting so much within ourselves and are even ready to kill each other for business. We are going from bad to worse now. There’s a long list of things that I am seeking from Santa but I definitely feel that people should follow ethics and morals. We need to make it a human industry. There’s just no humanity left and that’s a huge disconnect.

     

    Arvind Sharma, former President, AAAI

    There was a great deal of optimism and hope during BJP’s election campaign. And so far it has translated into foreign investment flowing into financial markets. But as far as the ground is concerned, things have to yet get better. We hope 2015 will bring strong growth in the economy for the overall business. Advertising industry depends on the client’s growing business, their budgets and spends. They have been really tight for the last two-and-a-half years. We hope that will change in the coming year.

     

  • Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India

    RK Swamy unveils new campaign for IndusInd Bank

     

     

    RK SWAMY BBDO has unveiled another campaign for IndusInd Bank that focusses on its new innovation – Video Branch. Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India.

     

    Sunil Kukreti, Senior Partner, R K SWAMY BBDO said, “IndusInd Bank is credited with setting benchmarks in the banking industry and over the last few years, R K SWAMY BBDO has been consistently churning out clutter-breaking communication for IndusInd Bank. The current TVCs explains how one can use Video Banking instead of the visiting the branch or phone banking. Farhan Akhtar is the protagonist, who explains the benefits of a Video Branch and retains the ‘slice-of-life humour’ that IndusInd campaigns are now known for.”

     

    The campaign has been extended to all other medium including Radio, OOH, Print, BTL and Digital.

     

    Commenting on the campaign, Mohit Ganju, Head, Marketing & Communications, IndusInd Bank said, “The latest ad campaign incorporates strong consumer insights and 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 our brand statement ‘You desire, We Deliver’. Farhan personifies sincerity, new-age thinking and dynamism and is a great fit to the brand.”

     

  • The campaign is for the Bank of India Vehicle Loan unit and has been shot by Pradeep Sarkar while the Production House is Apocalypse Filmworks

    ‘Your car, your wishes’, exclaims BOI in new campaign

    By A Correspondent

     

    RK Swamy BBDO has announced the rollout of a new campaign – Apni gaadi, apni marzi , for Bank of India. The campaign is for the Bank of India Vehicle Loan unit and has been shot by Pradeep Sarkar while the Production House is Apocalypse Filmworks.

     

    In most Indian cities because of various reasons there is a hardening in the attitude of Auto drivers. They often end up refusing their service to customers, which irks the customer. This is even more magnified when it comes to women. Instead of depending on the whims of an Auto driver, customers now have a choice. They can own their own vehicles at affordable  rates.

     

    Sangeetha N, President (West) & ECD, R K Swamy BBDO said, “The nice thing about this ad is that when the lady triumphs, she makes her point in a classy, gentle manner instead of being unnecessarily aggressive.”