MxMIndia

Tag: Robby Mathew

  • Blue Star in association with FCB Interface has created an ad film that communicates its cooling benefit

    Blue Star promotes self-brand Windus in latest ad campaign

    By A Correspondent

     

    Blue Star in association with FCB Interface has created an ad film that communicates its new air-cooler brand Windus’s cooling benefit in an interesting manner. Four young women visiting their friend’s house on a hot summer day slip into winter wear just before entering the house because their friend’s house has a Windus air cooler.

     

    B Thiagarajan, Joint Managing Director, Blue Star Ltd said: “Blue Star launched its range of Windus air-coolers last year with the strategic goal of pursuing new opportunities in areas adjacent to its current businesses. The new TV commercial for the upcoming summer highlights that the Windus range of air coolers provides winter-like absolute cooling even in the scorching summer season. The communication focuses on a stylish imagery for the product, along with maintaining Blue Star’s premium brand personality in the minds of the consumers. The Company continues to increase its investments in this product category, with the objective of establishing Blue Star as a significant player in this segment.”

     

    Added Niteen Bhagwat, Vice Chairman, FCB Interface: “The attempt is to bring freshness and style to a mature category. In a style that is visual so that you get the message even if you do not hear the audio.”

     

    Said Robby Mathew, CCO, FCB Interface: “What do you do when you enter a category where everyone’s saying the same thing in the same way? The answer is this film. A simple plot where guests are padding up in layers to visit a Blue Star home in summer! The beautiful lensing, the music and Blue Star’s offbeat humour, all come together to make a film that is way outside the category.”

     

     

  • The communication embodies how Swaraj has been nurturing relationships since 1974

    Swaraj appeals to the farmer community with latest film

    By A Correspondent

     

    Swaraj Tractors, a part of the US $19 billion Mahindra Group, launched a new television commercial tilted Mera Swaraj. The new TVC showcases the spirit of the endearing relationship that takes Swaraj tractor closer to the hearts of farmers and all its stakeholders, alike.

     

    Speaking about the commercial, Viren Popli, Chief Operating Officer, Swaraj Division M & M Ltd said: “At Swaraj Tractors, we have a long and close association with the Indian farmer and the ‘Mera Swaraj’ commercial is a true reflection of that sentiment. Over the years, we realized that the Swaraj brand is associated with a lot of pride of ownership and it is this emotion that we have attempted to communicate through this recently launched commercial. In fact, the Swaraj brand belongs to all of us and it is this unique aspect of the brand that we have dwelt upon in a relatable way in the “Mera Swaraj” commercial.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “During the ideation process, I visited the Swaraj factory along with my team. In many ways, the film wrote itself during the visit. Personally, in all my years in advertising, I haven’t seen an organization like Swaraj. The chemistry between the employees was palpable. Every person I met from the COO downwards was insanely proud of what they were doing. I sensed a real love for soil, for water, for land, and the very act of creation that we laymen call farming.”

     

     

  • The campaign is on air across leading television channels, supported by digital presence

    FCB Interface executes latest campaign for Mahindra Blazo

     

     

    As a next leg to the campaign launched in 2016, Mahindra has unveiled a new campaign for Blazo. The campaign brings back Ajay Devgn who is seen endorsing the vehicle in a dramatic and hard-hitting manner, notes a communique. The campaign has been crafted by FCB Interface and underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface:“Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity… And yes, Ajay Devgn continues to be our ‘Sutradhar’ as he has proven to be the best fit for the brand.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Some months ago, Mahindra Truck and Bus made a claim that no other truck company in India could or would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer … Also, the company’s no-nonsense, direct-talking personality is clearly reflected in the choice of brand presenter.”

     

    Said Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division: “Our first campaign was a bold step and it succeeded in a big way. So much so that customers were asking for the ‘guarantee wala truck’. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ … and goes on to give the wait-and-watch buyers many solid reasons to go for the Mahindra Blazo.”

     

  • The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence

    FCB Interface’s new campaign for Blue Star

    By A Correspondent

     

    FCB Interface has a created a new brand campaign for Blue Star which has taken the ‘Precision Cooling’ of its inverter AC to a whole new level where it allows setting the temperature in decimals. The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

     

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star Limited: “Blue Star has set a new benchmark in the air-conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Kolkata-based father-son team of Amar and Arko Sen.”

     

  • Showcases the unique value proposition of its SUVs which enable lifestyle enhancing experiences

    Mahindra launches sequel to ‘Live Young Live Free’ campaign

    By A Correspondent

     

    Mahindra &Mahindra Ltd (M&M), recently launched a sequel to its popular television commercial, ‘Live Young, Live Free’ to showcase its complete portfolio of SUVs, including all the recently launched SUVs. Targeted at those who seek varied experiences, the new umbrella communication embodies the emotions of freedom and adventure, and propagates the core value proposition of Mahindra SUVs to enable lifestyle enhancing experiences.

     

    Inspired by the original ‘Live Young Live Free’ score from the first campaign, the sequel uses a melange of tunes such as Hard-rock, Dub-step, Carnatic, Hindustani & Folk, elevating it from a song to an anthem running across the nation. As the leader in the SUV segment in India, over the years Mahindra has built a strong portfolio of vehicle brands with differentiated positioning and brand values.

     

    The Live Young Live Free 2.0 film brings alive the unique proposition that Mahindra’s sports utility vehicles offer and the film underlines the common Mahindra DNA, a thread that binds the entire portfolio of SUVs. This film showcases different people, from different walks of life enjoying their own adventures in a Mahindra vehicle across the breath-taking landscapes of Ladakh, the serene lakes of Shillong, the dense forests of Assam and enigmatic dunes of Jaisalmer. With its stunning visuals, the film aptly showcases the go anywhere capability of Mahindra vehicles.

     

    Speaking about the campaign, VivekNayer, Chief Marketing Officer, Automotive Division, Mahindra & MahindraLtd. said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique DNA are best suited to offer a fun filled adventurous lifestyle to our customers, and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect and exhorts people to join this movement. Essentially this TVC further builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for the freedom to pursue one’s passions.”

     

    Said Robby Mathew, Chief Creative Officer, FCB Interface: “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set for ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest. Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma (Chrome Films) has done a phenomenal job with the film, and Mikey’s music score is truly a breakthrough – an eclectic mix of genres and voices and styles.”

     

  • What looks like just another lost and harmless insect is actually a remote controlled bot that's beaming out critical information about Blue Star's breakthrough VRF IV Plus Air conditioning System

    FCB Interface unveils new campaign for Blue Star

    By A Correspondent

     

    Dramatising the proposition of the most advanced VRF (Variable Refrigerant Flow) AC system, the ad film highlights a state-of-the-art research centre where Blue Star’s R&D experts are busy at work. Into this setting comes an uninvited guest, a bee. However, what looks like just another lost and harmless insect is actually a remote controlled bot that’s beaming out critical information about Blue Star’s breakthrough VRF IV Plus Air conditioning System. And what follows is a tale of espionage that unfolds in a quirky, dramatic manner that is the hallmark of the Blue Star brand.

     

    Robby Mathew, Chief Creative Officer, FCB Interface said, “The brief for Blue Star’s VRF IV Plus was particularly challenging. We had to spin a story with an engaging plotline that also showcased four important features of the product. After many brainstorming sessions within the agency and with the client, we came up with a plot that takes off on hi-tech spy thrillers, has the quirky Blue Star touch and does full justice to a product that’s truly cutting edge”.

     

    B Thiagarajan, Joint Managing Director, Blue Star Limited said, “Blue Star VRF IV Plus is the country’s first ‘Made In India’ 100% inverter VRF system. With unique features such as 100% capacity at even 43°C, non-stop cooling even at a peak ambient temperature of 56°C, very high IPLV of 7, wide voltage range of 360 V  to 460V, 1000m piping length and smart controllers, this is a state-of-the-art VRF system and is truly unmatched. With this product, we have proven that an Indian manufacturer equipped with the right technology and robust research and development capabilities can develop a product that is best-in-class and can challenge any product globally. And our ad film communicates this effectively”. N-IN style=’font-size:14.0pt;font-family:”Constantia”,”serif”;mso-bidi-font-family: Latha;mso-bidi-theme-font:minor-bidi’

     

    Commenting on the campaign,Harvinder Singh, President – Home Appliances, USHA International said, “We are delighted to introduce the Usha NutriPress Cold Press Juicer in India. In a market dominated by cut-throat competition and evolving customer aspirations, the ability of a brand to innovate and strike the right chord with its customers sets it apart. Today, as a consumer we always have the urge to get the more out of everything we buy without compromising on quality.USHA has always been the loved brand in India and promotes an active lifestyle through innovative products, multiple sports associations and activations.”

     

    In addition, Ushahas also launched a campaign for its fans portfolio called ‘Hawa Happy’. This new campaign highlights the efficient spread of air in every corner of room. This creative campaign designed by Grey Worldwide, smartly integrates the performance excellence of USHA fans along with aesthetic appeal of the range that makes users ‘Hawa Happy’. This multimedia campaign is designed to boost brand connect with masses.

     

     

     

  • The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel

    Ajay Devgn demonstrates Mahindra Blazo’s core attributes in new campaign

    By A Correspondent

     

    Automotive Giants, Mahindra and Mahindra Limited recently launched its range of trucks – Blazo. This is supported by a new TV campaign featuring Bollywood star Ajay Devgn created by Interface Communications.

     

    The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel. He then goes on to talk about the guarantees given by Mahindra Blazo.

     

    Mahindra launched this new range of trucks after an intense research on trucks and Indian transport. Based on its findings, Mahindra came out with the FuelSmart technology that comprises a powerful mPOWER engine and a multi-modal switch that helps the driver choose between Heavy mode, Turbo mode and Light mode based on the load and road conditions.

     

    Speaking on choosing Ajay Devgn as the brand ambassador, Rajeev Malik, Senior General Manager, Mahindra Truck and Bus Division said, “This film is all about exuding sincere confidence. We felt Ajay Devgn does exude sincere confidence in his own style. He is also very close to the Mahindra DNA in terms of a very masculine personality.”

     

    On the creative execution of the commercial, Joemon Thaliath, COO, Interface Communications said “The task for creative was to translate this excitement and confidence to truckers and people at large.”

     

    Robby Mathew, CCO, Interface Communications added “The challenge here was to match the directness of the message with Ajay’s understated style. I must say that the director Aloke Shetty has pulled it off very well.”

     

  • Mahindra launched this new range of trucks after an intense research on trucks and Indian transport

    Mahindra unveils new campaign for its latest ‘Blazo’ range

    By A Correspondent

     

    Mahindra and Mahindra Limited recently launched its range of trucks – Blazo. This is supported by a new TV campaign featuring Bollywood star Ajay Devgn created by Interface Communications.

     

    The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel. He then goes on to talk about the guarantees given by Mahindra Blazo.

     

    Mahindra launched this new range of trucks after an intense research on trucks and Indian transport. Based on its findings, Mahindra came out with the FuelSmart technology that comprises a powerful mPower engine and a multi-modal switch that helps the driver choose between heavy mode, turbo mode and light mode based on the load and road conditions.

     

    Speaking on choosing Ajay Devgn as the brand ambassador, Rajeev Malik, Senior General Manager, Mahindra Truck and Bus Division said, “This film is all about exuding sincere confidence. We felt Ajay Devgn does exude sincere confidence in his own style. He is also very close to the Mahindra DNA in terms of a very masculine personality.”

     

    On the creative execution of the commercial, Joemon Thaliath, COO, Interface Communications said “The task for creative was to translate this excitement and confidence to truckers and people at large.”

     

    Robby Mathew, CCO, Interface Communications added “The challenge here was to match the directness of the message with Ajay’s understated style. I must say that the director Aloke Shetty has pulled it off very well.”

     

  • Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping

    Oreo unveils TVC highlighting new limited edition flavor

    By A Correspondent

     

    Mondelez India Foods Pvt. Ltd has launched a new television commercial for its recently launched limited edition flavor, Oreo Roast Almond Crème.

     

    Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping. While the sister is interested in choosing the right lantern, the brother just wants to get back home……when he ‘discovers’ the new Oreo Roast Almond Crème.

     

    Chella Pandyan, Associate Director, Marketing, Biscuits, India and Kids Fuel, AP shared, “This festive season, we are delighted to present to our consumers a special offering to make the season even more special for them… the new Oreo Roast Almond Crème limited edition. The new TVC is built on a simple insight around togetherness amongst siblings while unveiling the new limited edition flavor. It is a warm and lighthearted TVC that I believe everyone would connect with.”

     

    Commenting on this new TVC, Joe Thaliath, COO, Interface Communications, said, “Across the world, innovative limited edition Oreo flavors are sought after, and with festivities around the corner, we took the opportunity to bring this concept to India. The new limited edition Oreo Roast Almond Crème makes for the perfect treat and drives the brand further.”

     

    Robby Mathew, Chief Creative Officer of Interface Communications, added, “Oreo is all about family and the bonds that keep it together. This story explores the finer nuances of the relationship between a domineering elder sister and her submissive brother.”

     

  • The new TVC captures the camaraderie and innocent mischief that underlines the relationship shared by two sisters

    Cadbury Oreo inspires consumers to have more fun

    By A Correspondent

     

    Staying true to its mission of unleashing imagination and playfulness in consumer’s lives, Cadbury OREO has launched a new television commercial riding on the brands philosophy of ‘Play with OREO’.

     

    The new TVC captures the camaraderie and innocent mischief that underlines the relationship shared by two sisters. The sisters try to compete with each other while displaying fun and creativity as they play with OREO. The TVC highlights that there is no limit to what your imagination can do when you play with OREO.

     

    Sharing his thoughts on this new TVC, Chella Pandyan, Associate Director, Biscuits India and Kids Fuel AP, Mondelēz International said, “Fans across the world have always found ways to inspire play with OREO in a number of unique ways by twisting, licking and dunking the cookie. The new ‘Play with OREO’ TVC highlights how the spirit of play enlivens and uplifts everyday moments. It inspires consumers of all ages to enjoy OREO by tapping into their imagination and expressing their fun and playful side. Like with our previous OREO TVCs, we are certain that consumers will connect and love this campaign.”

     

    Robby Mathew, Chief Creative Officer, Interface Communications said, “Sibling relationships aren’t just about love and care. There’s plenty of one-upmanship and showing off too. So in these spots we chose to celebrate this aspect of the sibling dynamic. And zero in on moments that not only were interesting but also ring true.”

     

    Added Joe Thaliath, COO, Interface Communications, “Our endeavor is to engage our fans in rejoicing every day, playful moments. And take forward the ‘Play with OREO’ platform. The new OREO TVC campaign succeeds in that endeavor by showcasing endearing stories, where siblings bond as they invent exciting new ways of playing with OREO. We are amplifying this campaign on digital with rich content as well.”

     

    This new TVC will be launched nationally from August 17th and will be aired across all key channels.

     

  • The TVC brings alive Blue Star’s new brand proposition – Nobody cools better

    Interface creates new TVC for Blue Star

    By A Correspondent

     

    Blue Star has unveiled a new TVC for its inverter range of home air conditioners. The TVC brings alive Blue Star’s new brand proposition – Nobody cools better. The film is set in a home where the guests have just left and the tired host and hostess are looking forward to some much needed rest when they notice something amiss. Unknown to them, some guests have overstayed. The reason? Blue Star’s incredible cooling.

     

    B Thiagarajan, Executive Director & President- AC&R Products Business, Blue Star, said: “The differentiated value proposition to the residential audience over the last few years has been ‘Get office-like cooling at home’ which leveraged Blue Star’s expertise in cooling offices. Given the fact that Blue Star is now well entrenched in the residential segment with an overall 9 per cent market share in Room ACs, we felt it prudent to communicate a new value proposition of ‘Nobody Cools Better’ which highlights our unmatched expertise, experience and deep understanding of the science of cooling. Our tone continues to be premium, modern and aspirational and this TVC will help us further strengthen our equity amongst the discerning home buyers.”

     

    Niteen Bhagwat, Executive Director, Interface Communications shared, “A powerful consumer insight ‘People not wanting to leave a well-air conditioned room’ delivered in a style that breaks the category clutter and is a welcome departure from the sameness of air conditioner advertising. The client team and the agency took a risky bet and the research tells us that consumers love it.”

     

    Robby Mathew, National Creative Director, Interface Communications said, “The creative idea of ‘blending in’ was a mother to execute. Shot live with minimal CG, the end result does justice to Blue Star’s quirky advertising.”

     

  • TVC has been launched in line with Mahindra Tractors’ vision of delivering Farm Tech Prosperity

    Mahindra unveils new TVC for Arjun Novo

    By A Correspondent

     

    Mahindra & Mahindra Ltd.’s Farm Equipment Sector (FES) has launched a TVC for its most technologically advanced tractor, Arjun Novo.

     

    The TVC is set against the backdrop of Mahindra Research Valley, Mahindra’s nerve centre for design and development for its automobiles and tractors. The TVC showcases true farm performance, bringing to life proven product performance using 3D animation. The product features have been explained and dramatized depicting the product’s superiority and advanced technology and highlighting its key message for customers – technology that allows you to do the impossible.

     

    Speaking on the new television commercial, Ravindra Shahane, Vice President, Farm Equipment Sector, Mahindra & Mahindra Ltd. said, “At Mahindra, we are committed to deliver Farm Tech Prosperity through technologically superior solutions. Our aim has been to drive positive change in the lives of our customers, enabling them to Rise above their current realm of possibility. Arjun Novo is a leap in technology and innovation that can perform myriad applications desired by the farmer. The new TVC has effectively captured this leap of technology that will open a world of possibilities to the modern farmer.”

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications Pvt. Ltd. said “The biggest challenge was to bridge what consumers expect from Mahindra Tractors and communicate what the Arjun Novo can offer in an impactful way. It’s a futuristic approach in the farming space but at the same time will connect with the farmer at an emotional level. The Arjun Novo will raise the technology quotient in the Indian Tractor Industry.”