Crayons Advertising has announced the appointment of Samir Datar as Senior Vice President to head the Delhi Branch. Datar has moved from Hakuhudo where he was Senior Vice President, Planning.
Said Kunal Lalani, CMD, The Crayons Network: “Contrary to market belief, it is the right time to pick up talent and build a strong team to excel in the tough times ahead. It is good to have a seasoned strategic planner like Samir to head the Delhi branch. His account management track record and strategic thinking capabilities will surely add value to us,” adding: “The Crayons Network has won quite a few new businesses in recent past like ITC WelcomHeritage, Punjab Tourism, IBEF (India Brand Equity Fund) and DIPR Govt of Uttar Pradesh among others”, he further added.
Added Datar: “In the industry which has gone through challenging times and still coming to grips with the new reality, my various meetings with Kunal and Ranjan gave me a sense of intense positivity and optimism. As Kunal rightly said, this is the time to get great talent, strengthen the team and be ready because the good times are round the corner, if not already here.”
For those suffering from tooth sensitivity, choosing between a whitening toothpaste and the one that helps relieve their sensitivity becomes a difficult choice. Usually, they are left with no choice but to compromise one for the other. With the launch of Sensodyne Whitening, GSK aims to offer the dual benefit of sensitivity relief along with restoring natural whiteness of teeth.
Shot in London, in three different languages, each TVC features an actual consumer and is a genuine, unscripted account of their experience with the brand. This is the first time ever that Sensodyne is using Consumer testimonials for TV advertising in India. With this launch, GREY group India and GREY London have partnered in handling campaigns with multiple stakeholders and complex logistics.
Anurita Chopra, Area Marketing Director, ISC Oral Health, GSK Consumer Healthcare said, “GSK Consumer Healthcare has always endeavored to develop new products catering to the constantly changing needs of its consumers. A lot of sensitivity sufferers cope with sensitive teeth because they believe their regular toothpaste gives them more important benefits like whitening. Sensodyne Whitening toothpaste, will benefit in sensitive teeth and help bring back the natural whiteness of teeth on daily usage. Being a consumer preferred and expert endorsed brand globally, we are confident that this largest selling variant globally will be well received by our consumers.â€
Samir Datar, Vice President & Office Head, Grey group India said,â€The category communication codes for a whitening oral care product have always been about vanity and dialling up the glamour quotient. For us, it was important to keep the Sensodyne brand character of authenticity and trust in mind, and hence showcase work that spoke of a more intrinsic motivation for such a product, which was inner happiness and self-confidence. To drive home this point better, we also used real consumer testimonials, for the first time for brand Sensodyne in India’.
The major unlock for us was to recognize the need for multiple benefits in today’s demanding consumer, and the delivery of the brand and the product on the same. Our task thus was to communicate the dual promise of new Sensodyne Whitening and showing how one doesn’t have to compromise one oral care need over the otherâ€, said Bikram Bindra, Vice President and Strategic Planning Head, Grey group Delhi.
A high decibel, six week media plan is kick-started with spots across all the major channels.
GREY group India has launched a new television commercial for the brand, Kamdhenu Paints. Launched in the year 2008, Kamdhenu paints is the paint vertical of Kamdhenu Ispat Limited. It is available in a wide range of decorative paint products amongst others.
The campaign comes with the objective of showcasing Kamdhenu as a brand of paints that doesn’t just hide or mask imperfections, but is a concrete solution for them. The campaign extends from an inherently Indian insight where most of us indulge in quick-fix cover ups rather than finding proper solutions. If there’s dirt on the floor, we often cover it with a rug. A mark on the wall is often hidden by a portrait. A stain on the couch is often accounted for by flipping the cushions. We’ve all at one point or the other indulged in something similar. Kamdhenu Paints offers customers to make an informed choice to beautify wall surfaces of their homes, offices and other premises through the attractive and wide range of color shades offered by them.
“In a category obsessed with swirls, mosaics and textures, the campaign re-purposes paints in the minds of the consumers. Paints are not just meant for beautification. They are equally responsible for rectifying and improving the condition of the wall they’re used on,†Varun Goswami, Executive Creative Director, GREY group India
The campaign line, ‘Chupao nahin sudharo’ propagates the message of finding solutions over a superficial cover-up. The campaign features a TVC, supported by press, radio and on-ground & digital activations.
“In a category where the top three brands have huge ad spends, it is very easy to get drowned by sticking to the category codes. For a challenger brand, it is very important to have a perspective that is differentiated and manages to make its mark with a very limited spend. Chupao Nahin, Sudharo retains why paints are primarily used and links to the larger social context.†added Samir Datar, Vice President and Office Head, GREY group India, Delhi.
GREY group’s BATEY has launched a new campaign for the growing global smartphone brand ‘vivo’. The vivo smartphones are designed excellent in appearance, extreme video display, and importantly, professional acoustic fidelity. Hi-Fi or High Fidelity music is the unique technology in vivo smartphones to allow its customers to enjoy high quality and high fidelity tunes in their phones.
As pioneers of Hi-Fi music smartphones, ‘vivo’ is all set to redefine Indian music with its latest campaign, #NotSoFilmy, being executed by GREY group’s Batey.
As the tagline #NotSoFilmy rightly gives an impression about creating a non-filmy stuff, and for ‘vivo’ it is about composing an independent non-filmy music for the brand. The campaign by GREY group was initiated with an unbranded video that showed up on multiple locations online, followed by an announcement that introduced #notsofilmy and its broad intent.
Two days after the video surfaced online, three famous Indie musicians were offered a challenge on social media, by vivo, to walk the talk. Independent of each other, Uday Benegal, Monica Dogra and Prateek Kuhad accepted vivo’s challenge to compose a not-so-filmy song for Diwali. Over the next 24 hours, conversations around this unique challenge peaked, as each of these artists began engaging with their fans on twitter. Asking for suggestions on what this song should be.
Alex Feng
Explaining the concept behind the #NotSoFilmy campaign, Alex Feng, CEO –vivo Moblile India Pvt Ltd said “Vivo is a pioneer of Hi-Fi music smartphones. We are striving to make a difference in the industry by offering distinctive user experience to our customers. In India, we found that music is increasingly associated with and defined by Bollywood. Young enthusiasts go through a lot of struggle to gain recognition but end up being the voice behind Bollywood heroes and heroines. Therefore, we want, through #NotSoFilmy, to inspire original Indian music. We expect that this campaign may influence our young, energetic TG with high aspirational values.â€
Varun Goswami, Executive Creative Director, GREY group Delhi said, “At a time when phones are being sold on screens, speeds, and selfies, high fidelity audio as a proposition makes for an interesting brief. The rising popularity on Independent music, evident from the exponential increase in music festivals across the country, gave us an interesting in. Via one of the most relevant conversations in pop culture. The eminence of not-so-filmy music in India.â€
The campaign is presently in its final leg, and is set to end with the release of the final track, accompanied by a music video, featuring all three artists. Needless to say, GREY group will utilize every experience of working on this campaign, as well as the promotion of the song to drive vivo’s unique positioning ‘as makers of phones with high fidelity audio’.
Samir Datar
“Most brands usually ride a music property, whether it’s on TV or an on ground event. There are very few which have worked towards building an identity for non-filmy music. #notsofilmy is an endeavor to create a platform for talent across the country to collaborate and co-create music that is unique. With Uday, Monica and Prateek on board to create the Diwali song, this is just a beginning. There is lot more to follow,” said Samir Datar, Vice President & Office Head, GREY group Delhi.
To support Prime Minister Narendra Modi’s Swach Bharat initiative, GREY group India, who was recently awarded to handle the creative duties of this mission has produced a new campaign as part of a larger campaign for the Swachh Bharat Mission.
There are many offenders who have no qualms about throwing garbage on the street, littering on the streets, urinating in public etc., i.e. not contributing towards the social responsibility of keeping the nation clean. The central idea of the campaign is to “Shame” those offenders who do so. GREY¹s campaign aims at shaming those offenders, as the protagonist in the TV campaign is cheered or rather jeered by the people who have observed the protagonist’s dastardly act. This is the first phase of the campaigning, demonstrated by a 60 second TV commercial, which will be aired in 10 languages across all major networks.
On the Swachh Bharat campaign, Samir Datar, VP & Branch Head, GREY Delhi says, “We are delighted to be part of Swachh Bharat initiative. We believe that the idea of shaming people who litter, is a compelling idea and can become a very effective behaviour change tool, once it gets traction in social media and ground activation.”
GREY group is now working on the second phase to add momentum to this communication. GREY group India’s National Creative Director and EVP, Malvika Mehra said, “There is a saying in Hindi ‘jab ghee seedhi ungli se na niklay, tab ungli tedhi karni padti hai’. Despite countless ‘Keep India Clean’ efforts/messages by the government, we still see a total lack of involvement from our brethren for the cause. The sarcasm in the film is an attempt to drive home the point harder by now literally ‘humiliating’ the offender, albeit nicely. Hope such efforts lead to a Swachh Bharat indeed.”
Grey India has appointed Samir Datar as branch head for its Delhi office. With over two decades of experience, Samir has worked in some of the leading agencies like JWT, Cheil, GIIR and Law & Kenneth.
Jishnu Sen
Mr Datar will report to Jishnu Sen, CEO and President, Grey India. Confirming the appointment, Mr Sen said, “Samir and I go back a long way, he is a both an excellent advertising professional and a great leader.
Said Mr Datar on joining Grey said, “Delhi is a very challenging market when it comes to advertising. I am absolutely excited about joining Grey Worldwide and take on the challenge to grow the operations in Delhi.”
GREY group India has launched a new television commercial for the brand, Kamdhenu Paints. Launched in the year 2008, Kamdhenu paints is the paint vertical of Kamdhenu Ispat Limited. It is available in a wide range of decorative paint products amongst others.
