MxMIndia

Tag: Robby Mathew

  • Eastern has shown strong growth in geographies like Karnataka, UP, AP, Telengana & Maharashtra where last fiscal the growth exceeded 50 per cent

    FCB creates TVC for Eastern Condiments

    By A Correspondent

     

    Eastern Condiments has released a new TVC that showcases the company’s legacy and product offering across multiple countries. The company is one of India’s oldest and leading spice processing companies. It has eight factories across India and one in the Middle East, processing in excess of 40,000 tonnes of spices last fiscal, selling 12 lakh packets a day making it one of India’s largest spice enterprises.

     

    While maintaining more than 70 per cent market share in Kerala, Eastern has shown strong growth in geographies like Karnataka, UP, AP, Telengana & Maharashtra where last fiscal the growth exceeded 50 per cent.

     

    The Eastern Puliogare film is about Eastern’s flagship product for Karnataka, Eastern Puliogare Masala showing how people in Karnataka swear by its authentic taste. The film is a journey through the vastly different geographies and topographies of one of the largest states in India where people are asking a naturally welcoming question ‘Have you eaten?’ in the varied local dialects of Kannada. This journey tells us about the diversity of Karnataka and Eastern’s Puliogare Masala’s universal acceptance across the state of Karnataka.

     

    The TVC will be aired on Kannada channels comprising of GEC, Music, Movie and News channels.

     

    Commenting on the campaign, Biju Job, Head Marketing said, “My brief to FCB was to ensure the campaign communicates that Eastern Masala is an integral part of the fabric of Karnataka and its people and I am happy that this campaign has accomplished that.”

     

    Firoz Meeran, Managing Director, Eastern Condiments said, “Our products are increasingly an integral part of the food habits of families across India. It fills me with joy to see Eastern Puliogare Masala’s used by so many families in Karnataka.”

     

    Robby Mathew

    Robby Mathew, Chief Creative Officer, FCB Ulka said, “The film aims to present Eastern Puliogare as the unanimous choice of people across Karnataka. Interesting use of dialects, costumes and locations helps weave the brand in the fabric of Karnataka. The TVC achieves this with simplicity and is makes for a pleasant viewing.”

     

  • First ever campaign from Mahindra for its Commercial Vehicles (CVs) portfolio

    Mahindra takes the ‘Taqdeer Badal De’ route for its commercial vehicles portfolio

    By A Correspondent

     

    Mahindra & Mahindra Ltd. has launched its first ever TVC for its Commercial Vehicles portfolio. At the core of the film lies Mahindra’s commitment to partner with its customers in their journey towards progress and prosperity, in keeping with the company’s philosophy of RISE.

     

    The storyline highlights five individuals who own different vehicles from Mahindra’s commercial vehicles range and propagates the vehicles’ ability to shape their destinies. The TVC is the second portfolio communication from Mahindra after the highly successful ‘Live Young, Live Free’ campaign which showcased its personal range of vehicles. The commercial also reinforces the Mahindra DNA of tough and rugged vehicles.

     

    Vivek Nayer

    Speaking on the new television commercial, Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra Ltd, said, “Mahindra offers the widest range of small commercial vehicles which are known for their tough and rugged design, low maintenance cost and high fuel efficiency. Further, our commercial vehicle owners have a unique bond with their Mahindra vehicles. It provides them with the means to fulfil their aspirations to achieve progress and prosperity which is completely in line with Mahindra’s core purpose of Rise. With the new commercial vehicles portfolio film, we intend to further cement this partnership and the deep emotional connect that the Mahindra brand has with its customers.”

     

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications Pvt. Ltd. said, “Making this TVC was challenging as the previous campaign Live Young Live Freehad already created a benchmark of its own. Through this film we have tried to communicate the aspirations of rising Indians who dream to prosper with Mahindra commercial vehicles.”

     

  • The digital driven IMC took off depicting how Oreo Cookie and Orange Creme are #OreoBesties, two flavors that blend together

    Interface creates a new digital campaign for Oreo

    By A Correspondent

     

    With the launch of Oreo Orange Crème, Oreo has attempted to create a new chapter in content creation. The digital driven IMC took off depicting how Oreo Cookie and Orange Crème are #OreoBesties, two flavors that blend together.

     

    The entire campaign designed by Interface Communications reinforces the friendship between the two and narrates tales whilst engaging Oreo’s fan base with multiple activities.

     

    The campaign was a fourfold activity that didn’t leave any #OreoBestie loose.The first activity tapped the biggest thing in vogue – the selfie. A spin off of this love for taking pictures, Oreo’s #BestieSelfie ran for three days where users were asked to share their wacky selfies. This activity saw a 387,352 reach on facebook and generated 243,833 impressions on twitter.

     

    The second leg of the campaign was a #ShoutOut between #OreoBesties Cookie and Orange Crème, where one had to #ShoutOut something and the fans had to guess what the other would reply. The conversions were not limited between the #OreoBesties Cookie and Orange Crème, but also pulled in its users to complete the conversation between the two.

     

    Thus, #BestieBond was the most spoken about activity for two long days. The users flourished with entries talking about what made their bond with their bestie unique. Oreo created live #OreoBesties in the most visually appealing way.

     

    A restaurant brand also jumped in the bandwagon by tweeting with #BestieBond. Oreo India showered customized love on them too. The grand culmination received a warm response with a total of 207 personalised posts created live by Oreo India, 6.9 million impressions and 541 per cent increase in Facebook PTAT.

     

    Robby Mathew

    Robby Mathew, NCD, Interface Communications added, “There’s nothing better than users getting involved in driving brand content . . . that’s what Oreo has successfully done time and again. And now with #BestieBond Live, it has taken engagement to a whole new level.”

     

    YouTube being another platform, the launch TVC grabbed 201,995 eye balls (Read: views). Going beyond social media, the #OreoBesties also reached the online audience via display banners:

     

  • The ad highlights the sheer delight of experiencing the Blue Star inverter AC

    Daddy Cool does it for Blue Star

    By a correspondent

     

    It vowed the consumers with its ‘Get office like cooling at home’ proposition last summer. AC brand Blue Star has once again taken that route to get the consumers to take a liking to the brand.

     

    This time around, the TVC shows a serious looking boss dancing around in the office, to the Daddy Cool tune by Boney M. The music stops abruptly when he steps out of the office and so does his ‘cool’ dance. When he reaches home, the song and dance resumes. With the voice over saying: “Cool in the office, cool at home.”

     

    Girish Hingorani, GM – Corporate Communications & Marketing, Blue Star, said, “The market for inverter ACs is showing promising signs of growth. Significant power savings, intelligent features and perfect cooling are likely to make this technology the future of room ACs. Being leaders in office cooling, we realise that it’s a matter of time before this category catches the fancy of the home buyer. This ad highlights the sheer delight of experiencing the Blue Star inverter AC and will help us reinforce our expert image.”

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications said, “Blue Star’s advertising has always been quirky. And this one is no different. A corporate type who can’t dance to save his life, breaks into some ‘ludicrously cool’ dance steps in the office and then at home. All to make the point that Blue Star is the company that offers office like cooling at home!”

     

  • In this week's AdStrat, we bring you the creative strategy behind the new Verito Vibe ad created by Interface Communication

    AdStrat: Verito Vibe: Sporty & Sensible

    Name of the campaign/ad: Verito Vibe: Everybody Loves Sport

     

    The Brief: The brief was to showcase the sporty styling of the Verito Vibe and also link it back to the mature, sensible virtues of the Verito

     

    Research insights: Motorists in India are growing fed up of road indiscipline, road rage and lack of tolerance towards fellow motorists, besides one-upmanship in terms of racing and not giving way to others. Responsible motoring and a sporting attitude towards others is the need of the hour. Mahindra & Mahindra wanted to tap into this insight through this ad.

     

    The thought process behind the creative: While showcasing the beauty of the car, it was also important to bring out the brand personality of the vehicle through its owner. The sporting nature of the Verito Vibe owner and his responsible road habits were captured by tackling two examples commonly seen on Indian roads – one-upmanship by refusing to give way or allow other motorists to overtake and disrespect towards traffic rules.

     

    Media vehicles chosen: TV, print, digital

     

    Key issues kept in mind while executing the ad: The attempt was to strike a right balance between the sporty styling of the Verito Vibe car, at the same time establish the personality of the brand through the owner.

     

    What is the differentiating factor about the ad? While most car ads talk about the product features and assiciated benefits, the Verito Vibe ad also carries a message – that of being a good sport on the roads and being a responsible motorist.

     

    Robby Mathew

    Agency comment: Robby Mathew, National Creative Director – Interface Communications

    “The challenge was to clad the sportiness of the Verito Vibe with a solid emotional quality. Nowadays, when outracing and outshining others is seen as a virtue, this young man who chooses to lose just so that a little boy’s dad can win, is like a breath of fresh air. It reflects his generosity and the confidence he has in himself and his machine. Importantly, the film celebrates values that are unfortunately becoming extinct in our country”.

     

     

    Vivek Nayer

    Client comment: Mr. Vivek Nayer, Chief Marketing Officer – Automotive Division, M&M Ltd. says:

    “The Verito Vibe compact sedan carries forward the DNA of the Verito – offering the best in class cabin space, excellent drive quality , great boot space, reliable performance, solid safety and excellent mileage.

     

    In addition, it  is a sportier avatar, with some first in class styling elements such as light-streaming LED tail lamps and honeycomb champagne alloy wheels – features that one would usually find in high end luxury cars.  We have thus positioned it as a sporty compact sedan.  At the same time, we wanted to bring out the heritage of Verito. The act of “being a good sport” is a younger, more playful rendition of “Grow Up to Verito” which has been the tagline of the Verito.

     

    The “Everybody Loves a Sport” campaign depicts how the young Vibe owner is a sport and is also very sensible & responsible on the road.  Thus it links Vibe with the core Verito values of being sensible & mature.”

     

    Agency credits:

    Creative Agency: Interface Communication

    Creative Team: Robby Mathew, Alan Rego, Ashok Giri

    Client Servicing Team: Joe Thaliath, Shireen Cama, Santosh Ramaswamy, Goutham Ram

    Planning Team: Vidyadhar Wabgaonkar, Rahul Gujarathi, Anuja Dani

    Films Team: Alpha Jobalia, Mazhar Khan

    Production House: Thinkpot Films

    Director: Manoj Pillai

    Producer: Murali Govindan

     

  • Cadbury India, a part of Mondelez International, has announced the launch of a new TVC campaign for Oreo Choco Creme

    Cadbury India launches Oreo Choco Creme’s new TVC

    By A Correspondent

     

    Cadbury India, a part of Mondelez International, has announced the launch of a new TVC campaign for Oreo Choco Creme. Showing the playful relationship shared by two brothers, the ad campaign captures the essence of the brand – a complete chocolaty treat.

     

    Developed by Interface Communications, the ad is based on the insight that consumers love Oreo for its delicious chocolaty sandwich experience. It shows two young boys, a teenager and his inquisitive little brother, enjoying Oreo Choco Creme and getting confused as to which is more chocolaty – the cream or the cookie. As there is cocoa in both the cream and the cookie, that’s one debate that they find impossible to win, and end up switching sides multiple times.

     

    Speaking on the campaign, Chella Pandyan, Associate Vice President – Marketing, Biscuits,  Mondelez International, said, “It’s well-established that chocolate is India’s favourite cream flavour. The TVC highlights the delightful dilemma the two brothers face.”

     

    Robby Mathew, National Creative Director, Interface Communications, added, “The campaign idea banks on the unique relationship that siblings share. What starts off as a coach-student relationship turns into one of equals, as they together discover Oreo Choco Creme’s double chocolaty delight.”

     

  • In the creative business you don't need any qualifications to shine. The idea is a great leveller says Robby Mathew

    The Anchor: Robby Mathew on 6 reasons why life of a creative is different from that of others

    By Robby Mathew

     

    1. Most jobs are about patterns where the endeavour is to master the pattern. You do the same thing repeatedly till you are good at it. In creative, every day is new. You don’t know what marketing problem is going to be thrown at you. You have to relearn everything, every single day.

     

    2. Creative is the business for young people. In creative you start ‘losing it’ as you grow older, unless you make a conscious decision to stay young/ stupid/curious/eager/brave.

     

    3. Creative people have to be complex (like the colour white which includes all colours). Creativity allows for paradox, light, shadow, inconsistency, even chaos – and creative people have to experience extremes with equal intensity.

     

    4. Here in this field you can give birth to an idea, nurture it and make it big. And then, like a proud parent, you can show it to the whole world. How many other careers can offer that???

     

    5. In the creative business you don’t need any qualifications to shine. The idea is a great leveller.  A college drop out with a fertile mind can outshine a business school star in no time.

     

    6. In creative, you are only as good as your last job. Nothing keeps you on your toes like a job in any creative function.

     

    Robby Mathew is NCD, Interface Communications

     

  • 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: Mahindra XUV500

    Robby Mathew, NCD, Interface

     

    Name of the Campaign/Ad: Mahindra XUV500 Stories

     

    The Brief:

    Here is a vehicle that doesn’t look like any other SUV in the country. It is truly a global vehicle. Its design and technology rivals the very best in its category, anywhere in the world. Hence the edgy idea, the British humour. The ad, with its over-the-top plot, different narrative style, and lastly the action and setting tries to reflect this.

     

    Research insights:

    Actively seeking out new experiences is a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

    The thought process behind the creative:

    People who have travelled a lot, seen different places, done different things are interesting people. They have interesting stories to tell. They are the life of any party or get together. Everyone wants to listen to them. They take us out of our mundane existence and promise us a life that we could live if we only we had the courage and desire to.

     

    Hence the creative idea of stories. The tag line of the brand is not just a tagline but a wish/blessing: may your life be full of stories.

     

    It is a wish that you live a very rich, very fulfilling life. A life so full and interesting that it is worthy of a story. And that is the life the brand wishes for you.

     

    Media vehicles chosen: TV, press, digital, outdoor

     

    Key issues kept in mind while executing the ad:

    International production values, exotic location, never seen before car shots (unlike other car ads where the car shots are smooth and romance the car slowly – here the shots resemble the action scene in a Hollywood film – ‘edge of the seat’ treatment is how I will describe it.

     

    Does the treatment do justice to the brief?

    Yes, it does

     

    What is the differentiating factor about the ad?

    The plot, the treatment and the action.

     

  • Interface creates a goes ahead and creates a slightly 'bold' campaign for Mahindra SUV.

    New campaign dares to highlight Mahindra SUV ‘masculinity’

    By Shubhangi Mehta

     

    Mahindra’s new SUV Campaign, ‘Stories’ created by Interface Communications focuses on the ‘masculinity’ of Mahindra with an extreme but engaging story.

     

    The campaign actively seeks out new experiences that become a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more, is what the campaign focuses on.

     

    The media vehicles chosen for the same are TV, as of now, and going forward the campaign will also focus on press, digital and outdoor.

     

    On being asked about the ‘bold’ avatar of the campaign, Mr Robby Mathew, NCD, Interface said: “Here is a vehicle that doesn’t look like any other SUV in the country. It is truly a global vehicle. Its design and technology rivals the very best in its category, anywhere in the world. Hence the edgy idea and the British humour. The ad, with it’s over the top plot, different narrative style, and lastly the action and setting tries to reflect this”.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

    The creative idea revolves around ‘interesting people’ who have stories to share.

    People who have travelled lot, seen different places, done different things, in short are interesting people and they have interesting stories to tell. They are the life of any party or get together. Everyone wants to listen to them. They take us out of our mundane existence and promise us a life that we could live if we only we had the courage and desire to. Hence the creative idea of stories.

     

    In fact, the tag line of the brand is not just a tagline but a wish/blessing which says “may your life be full of stories”. It is a wish that you live a very rich, very fulfilling life. And that is the life the brand wishes for you.

     

    Mr Matthew added: “International production values, exotic locations, never seen before car shots – unlike other car ads where the car shots are smooth and romance the car slowly – here the shots resemble the action scene in a Hollywood film: ‘edge of the seat’ treatment is how I will describe this campaign and this is what makes it different from others”.