MxMIndia

Tag: Shriram Iyer

  • The film promotes Dabur Honey as the perfect ingredient for weight management

    Dabur Honey plays the weight loss expert, in latest film by Mullen Lintas

    By A Correspondent

     

    Dabur India has rolled out a new film promoting Dabur Honey as the perfect ingredient for weight management.Commenting on the objective behind the latest communication, Rajeev John, Marketing Head-Health Supplements of Dabur India said: “With Dabur Honey, we have always promoted a healthy life. One of the core benefits of Dabur Honey is that it helps manage your weight if consumed regularly. Thus, in our new campaign, we are communicating the message that consuming Dabur Honey every morning with warm water helps you ‘Stay Fit and Feel Young’. Targeted specifically towards married women, the campaign is based on very strong insight and we feel that everyone should make it a daily habit… A ritual. We feel that this will strongly resonate with our target audience.”

     

    The film by Mullen Lintas Delhi is based on a common perception that most women gain weight after getting married. As a brand, Dabur Honey is trying to build a healthy habit by telling them that drinking Dabur Honey with warm water every morning will help them keep their weight in check. Through this campaign, the brand hopes that consumers will adhere to the idea of consuming Dabur Honey every day for a healthy living.

     

    Highlighting the creative concept behind the film, Shriram Iyer, NCD, Mullen Lintas said: “We believe, every individual should take advantage of the benefits of Dabur Honey by making it a part of their daily routine. Hence, the task set for the new campaign was to encourage women to have a spoon full of Dabur Honey in the morning as it can help them stay fit and feel young. The communication has been targeted at married women and is based on a strong observation that people, in general, believe that after marriage a woman tends to put on weight. As post marriage, the lifestyle of a woman changes and this may result in weight gain.”

     

  • The aim of the ad campaign by Mullen Lintas is to drive pre-owned smart phone purchase intent among people

    Quikr Bazaar campaign for pre-owned smartphones

    By A Correspondent

     

    Mullen Lintas has launched its first television campaign for Quikr. The latest campaign by Quikr is themed around buying high quality pre-owned smartphones at affordable prices from QuikrBazaar, its C2C vertical. The aim of the ad campaign is to drive pre-owned smart phone purchase intent among people through the assurance of a high quality product from Quikr. The ad campaign titled ‘Have you seen Rajesh’s new phone?’ is conceptualised and executed by Mullen Lintas Bangalore.

     

    Commenting on the campaign, Vineet Sehgal, Chief Marketing Officer at Quikr said: “At Quikr, we have always innovated for our consumers either to make them online users, to address privacy issues or to provide secure platform for C2C transactions. With the latest ad campaign we want to address trust issues associated with the used products and mobile phones in particular. The campaign points out the several benefits such as best price, 36+ point quality check, six months warranty and seven-day replacement policy offered by QuikrBazaar and demystifies worries associated with pre-owned mobile phones. The ad campaign is result of a great collaborative effort with our new agency partner that effectively captures the essence that anybody can now own a high-end mobile phone.”

     

    Highlighting the creative premise behind the film, Shriram Iyer, NCD, Mullen Lintas said: “Mobiles carry a lot of flaunt value, right? So what happens when a very junior employee at a firm walks around with a high-end phone? One which looks and feels like a brand new phone? It leads to a crazy chain of Chinese whispers, all speculating how he could afford it. And given that Quikr and quirk go hand in hand, we went lateral in treatment by giving it a retro, Bollywood caper kind of feel to the whole thing. A simple human insight tuned for super fun.”

     

  • The aim of the ad campaign is to drive pre-owned smart phone purchase intent among people

    Quikr Bazaar announces its arrival as a one-stop shop for used smartphones

    By A Correspondent

     

    Mullen Lintas has launched its first television campaign for Quikr. The latest campaign by Quikr is themed around buying high quality pre-owned smartphones at affordable prices from QuikrBazaar, its C2C vertical.

     

    Commenting on the new campaign, Vineet Sehgal, Chief Marketing Officer at Quikr said: “At Quikr, we have always innovated for our consumers either to make them online users, to address privacy issues or to provide secure platform for C2C transactions. With the latest ad campaign we want to address trust issues associated with the used products and mobile phones in particular. The campaign points out the several benefits such as best price, 36+ point quality check, six months warranty and seven-day replacement policy offered by QuikrBazaar and demystifies worries associated with pre-owned mobile phones. The ad campaign is result of a great collaborative effort with our new agency partner that effectively captures the essence that anybody can now own a high-end mobile phone.”

     

    Highlighting the creative premise behind the film, Shriram Iyer, NCD, Mullen Lintas said: “Mobiles carry a lot of flaunt value, right? So what happens when a very junior employee at a firm walks around with a high-end phone? One which looks and feels like a brand new phone? It leads to a crazy chain of Chinese whispers, all speculating how he could afford it. And given that Quikr and quirk go hand in hand, we went lateral in treatment by giving it a retro, Bollywood caper kind of feel to the whole thing. A simple human insight tuned for super fun.”

     

  • The film follows the day-to-day life of a student through a montage of shots and captures the immense pressure and stress they undergo to perform well academically

    Jaago Re launches a powerful film on India’s lack of a sporting culture

    By A Correspondent

     

    Taking forward the conversation on the need for preactivism, Tata Tea Jaago Re 2.0 launched a compelling film with a message on the reality behind India’s lack of a sporting culture.

     

    Sharing his thoughts on the idea behind the film, Sushant Dash, Regional President – India, Tata Global Beverages said: “The latest Jaago Re 2.0 film tackles the root cause of our nation’s underperformance in the field of sports by exposing a glaring flaw in our society’s outlook towards sports. While parents pay close attention to how well their children perform in Mathematics or Science, not many know whether their child can comfortably run a 400-metre race. Through this film, we hope to spark a change in our nation’s mindset towards sports education and establish the need to give sports as much importance as academics. By making sports a compulsory subject in schools, we aim to create an environment that will also produce more sporting talent that can go on to represent our country in future local and international sporting events.”

     

    Commenting on the new film, Shriram Iyer, President and National Creative Director, Mullen Lintas, said:

    “Academics edges out sports and as a child reaches pivotal academic years like class 10, sports totally disappears. A consequence of the pressures that an academic system and the society put on children, education is of paramount importance. More importantly, we believe, sports is education too. This led us to put out a campaign that points at the idea that most 14-year olds who were inclined towards sport tend to prematurely RETIRE from it. We are hoping that a campaign that presents sports drop outs as RETIRED will help up the ante on the importance of sports within the academic system. This message dovetails into the larger petition that the brand Tata Tea is spearheading currently. May sports win. May champions be born.”

     

  • Having flooded the Indian market with its unique offerings, and further getting celebrities to endorse them, Gionee has emerged as a favourite brand of Indians

    Mullen Lintas Delhi makes Virat bat for Gionee’s 1.25crore customers

    By A Correspondent

     

    To celebrate the feat of getting 1.25 crore users, Gionee has announced the launch of a nationwide integrated campaign that has been conceptualised and executed by Mullen Lintas Delhi. The objective of this campaign is to announce this unique milestone and also let the consumers know about Gionee’s stature amongst its competitors.

     

    To promote this milestone to the masses, Gionee has bought onboard Indian cricket captain Virat Kohli. Commenting on the initiative, Nomit Joshi, Marketing Head, Gionee said: “Gionee has reached a milestone with a 1.25 crore patron base in India and the Indian cricket skipper who is creating new milestones and records was roped in as brand ambassador. The captain’s arrival on-board allowed us to highlight our milestone and also the partnership was mutual.”

     

    Sharing his outlook on the association, Shriram Iyer, National Creative Head, Mullen Lintas said: “Gionee and Virat Kohli – both ambitious, both hardworking and currently both are on an exciting trajectory in their own respective fields. We believe it’s a perfect match to begin a great partnership.”

     

    Adding his views, Syed Amjad Ali, Executive Director, Mullen Lintas Delhi says: “The campaign is aimed to make a big announcement. At the same, getting Virat Kohli on board illustrates Gionee’s leadership ambition. He is clearly a role model today and inspires millions of people. It’s one of the finest partnership in the recent times. To begin with, this campaign announces Gionee’s achievement of getting 1.25 crore smartphone users. There are many more lined up and will be unveiled soon.”

     

  • Tata Global Beverages launches Tetley Super Green with a fun and relatable campaign

    Tetley unveils new campaign featuring Sourav Ganguly

    By A Correspondent

     

    Featuring the former captain of the Indian cricket team, Tata Global Beverages has introduced the all-new Tetley Super Greenwith its latest light-hearted ad film. The campaign highlights the super human expectations each of us face every day.With this campaign, Tetley Super Green introduces vitamin enhanced green teas for the first time in India.The Tetley Super Green range consists of Tetley Super Green Boost – a combination of lime and mint green tea with vitamin B6 to help reduce tiredness and fatigue and Tetley Super Green Immune – which is a combination of citrus and honey green tea with Vitamin C, to help support the immune system.

     

    After a series of ad campaigns, this new campaign from Tata Global Beverages highlights the product’s USP of being a super green tea in a creative manner. The film truly brings alive the positioning of Tetley Super Green as the superhero of green teas. It was backed by the insight that even real, everyday people, are constantly faced with super human expectations, and need a little extra from the products they consume to live up to them.

     

    The ad opens with a woman asking Ganguly’s wife why she needed Tetley Super Green. To which she replies that people still treat her husband like the ‘Prince of Kolkata’, while the camera pans to Sourav Ganguly. The film then continues to display a series of situations where Ganguly is still expected to ‘be the person he once was’. The film ends with Ganguly sipping Tetley Super Green while the voiceover reiterates that a person with super human expectations requires a super green tea.

     

    Speaking about his association with Tetley Super Green, Sourav Ganguly, Brand Ambassador – Tetley says, “I feel extremely honored to be associated with an international brand like Tetley that works tirelessly to give their consumers the best products possible.  Tetley Super Green tea, as the brand name suggests, truly believes that ordinary people are capable of doing super things. Tetley Super Green Boost and Immune contain Vitamin B6 and Vitamin C, whichenhance the functionality of green tea to help us deliver on Superhuman expectations every day. “

     

    Remarking on the campaign, Rishi Chadha, Head – Tea Marketing, Tata Global Beverages says, “At Tata Global Beverages, we are driven by consumer centricity and constant innovation, to cater to the evolving needs of our consumers. Our constant endeavour is to leverage our strong global expertise and learnings to introduce differentiated and value-added offerings to delight our consumers. We pioneered the green tea wave in India and are now introducing a first-of-its-kind vitamin enhanced super green tea as the latest addition to our green tea portfolio. We believe that Tetley Super Green tea is a compelling reason for new consumers to come into the green tea category.  Our new brand film explains this beautifully in a light-hearted and relatable manner. Sourav Ganguly has done a fantastic job of capturing the essence of ‘Everyday Super Humans’ and we are very excited to have him as the new face of Tetley in India.”

     

    Commenting on the campaign, Shriram Iyer, National Creative Director, Mullen Lintas says, “Super Green as a product is about upping health benefits of Green Tea. To bring this alive, the planning and account team on the brand in Bangalore arrived at the insight that sports celebs are faced with a unique challenge. People always expect from them the same superhuman feat that they once performed on the field, no matter what life stage they are in now. This ‘superhuman expectation’ became our creative plank to deliver the message. The script crafted by Santosh Ramakrishnan and directed by Abhinav Pratiman lands the idea gracefully. Sourav Ganguly hits it out of the park. Personally, I think this is Sourav Ganguly’s best onscreen performance, off the field!”

     

  • Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband's attention by attempting changes to herself

    Bajaj Nomarks unveils brand campaign encouraging women to be self-reliant

    By A Correspondent

     

    Bajaj Nomarks has unveiled its latest brand campaign that highlights the many advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face.

     

    Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband’s attention by attempting changes to herself.

     

    Commenting on the core message that the brand seeks to make through this film, AmeyaDangi, Head of Marketing, Bajaj Corp said: “Bajaj Nomarks cream is completely Ayurvedic in composition and has been clinically tested for its efficacy quotient which makes it a unique product in the anti-marks category. Through this new campaign which is the first of a new idea developed by our agency Mullen Lintas, we want to encourage people not to be bothered by small things like skin marks but to focus on realising their bigger ambitions irrespective of what others may think of them.”

     

    The film has been developed based on the insight that in today’s day and age, wives have a common complaint – husbands are so engrossed in doing their own thing that they fail to notice some obvious changes, especially about them. For example the husband will not notice any change in the appearance of the wife or for that matter even miss the new dress that she is wearing and so on and so forth. It was this insight that gave birth to the campaign idea of “Men Don’t Notice.”

     

    Highlighting the core idea behind the film, Ayyappan Raj, EVP – Mullen Lintas said: “The mark removal skincare category is seeing a visible growth in the number of players and it is imperative that each one differentiate their offering from the others. With Bajaj Nomarks, the plus point is its reliance on herbal remedies along with the guarantee of delivering visible results in the quickest possible time. We used this as the core point in the film and brought to life a real situation that women often face at home. The film delivers on the promise of being a reliable companion to women when they need them the most.”

     

    Explaining the creative thought-process behind the campaign, ShriramIyer, NCD – Mullen Lintas said, “In advertising we are used to seeing big changes to lives post usage of a product. With Nomarks, we are promising that big change to your skin, and nothing else. Change your skin for yourself, even if it changes nothing else, is the message we want to give out with this ad.”

     

    The film has been launched offline on all popular channels and will also be rolled out extensively across Print and Outdoor. The film is being launched online as well and will play on major social channels to draw maximum mileage.

     

  • Titled "Load Mat Lo", the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist

    Get rid of the load on your head, emphasizes Bajaj Almond Drops in latest campaign

    By A Correspondent

     

    In today’s fast paced world, people have the tendency of taking a lot of unnecessary load in their lives. These range from mundane worries like travelling woes, what to wear when going out, need to be visible on social platforms, etc. to the more worrisome ones like extreme stress at work, health & financial woes etc. All these worries do take a toll on individuals who are often left wanting for a way out.

     

    This insight was the inspiration for Mullen Lintas Mumbai’s new campaign on Bajaj Almond Drops Hair Oil. Titled “Load Mat Lo”, the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist.

     

    Commenting on the thought process behind this campaign, Ameya Dangi, Head of Marketing – Bajaj Corp said: “People don’t like oiling their hair regularly because they find some oils to be extremely sticky, chip-chipa and heavy, a feeling which they dislike. It is like a “load” on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason. But with light & non-sticky Bajaj Almond Drops hair oil, they can give their hair the nourishment it needs without having to put up with the heaviness on their head. For us, this new campaign idea “Load Mat Lo” brilliantly works on this very relatable insight of “unnecessary worrying” in the context of hair oiling and Bajaj Almond Drops.”

     

    The film titled ‘Load Mat Lo’ begins with the protagonist, in this case brand ambassador Parineeti Chopra, being told by her partner about the hair oil that he has shopped for her. On seeing the bottle, she immediately cautions him that she doesn’t prefer taking the load of coconut oil on her hair. To elucidate her point, she conducts a small experiment on his head by placing a paper-weight on his head and comparing it to a feeling that one gets by applying coconut oil in one’s hair. But with Bajaj Almond Drops, the feeling is just the opposite as it makes one feel light and easy. All this with the brand being fortified 300 per cent more with Vitamin E.

     

    Highlighting the strategic insight behind the film, Ayyappan Raj, EVP-Mullen Lintas said, “The consumer of today is always on the lookout for innovation on a product or brand they endorse. With the hair oil category flooded with multiple players, it was imperative that we play up features of Bajaj Almond Drops that stand out. Thankfully, there were more than a couple of features that worked in its favour including it being the lightest in its category and further fortified with 300 per cent vitamin E. This led us to zero down on the idea of ‘load free’, as that is was what most people too want from their lives. All these traits have been captured really well in the film.”

     

    Explaining the creative execution behind the film, Shriram Iyer, NCD-Mullen Lintas said, “While most hair oil brands tend to play up the usual advantages that can be derived by using them, we chose to highlight one of the biggest differentiator for Bajaj Almond Drops – it being the lightest in its category. This core point has been bought out well in the film where one can really feel the difference in applying an oil that is easy on the hair vis-à-vis the others that tend to make it heavy & sticky. We are sure the concept will get consumers to choose Bajaj Almond Drops hair oil when they go to shop for oil the next time around.”

     

  • The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey: #RideDontHide

    Bajaj Avenger urges fans to ride and acknowledge true wealth

    By A Correspondent

     

    Bajaj Auto has unveiled a new campaign that urges Indians to discover true wealth (and not just the materialistic stuff that has come to the fore post-demonetisation). Commenting on the need for the film, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetisation took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.”

     

    The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey, namely #RideDontHide. It begins with a statement on the immense wealth that the protagonist, or rather the rider, possesses as he makes his way across amazing trails in the country. Agreeing that his wealth is stashed away across many places, he makes his way to those locations much to the curiosity of the viewers. He eventually leads viewers to the natural wealth that’s abundantly available like the greenery, blue waters, bright yellow leaves, white snow etc. He eventually confesses that he is indeed wealthy beyond measure but none of it is black. Thus every ride that one embarks on makes him richer; richer by newer experiences.

     

    Commenting on the film, Ayyappan Raj, EVP-Mullen Lintas Mumbai said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

     

    Highlighting the creative thought process behind the campaign, Shriram Iyer, NCD, Mullen Lintas said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

     

     

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group.It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Groupis one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage),video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. MullenLowe Lintas Group was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). Recently, the group was declared the Effie Agency of the Year for 2015 in India & also the APAC Effie Agency of the Year 2016.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact: 

    GolinOpinion                                                  MullenLowe Lintas Group

    Aparna Mehrotra                                          Johnson Napier

    +91 9969623947                                            +91 9892981600

    aparna.mehrotra@golinopinion.in             johnson.napier@mullenlowelintas.in

     

  • The TVC tells the story of a bride-to-be experiencing pre-wedding jitters,and being comforted and assured by her friend through the magic of a soft touch

    Himalaya launches new TVC campaign for Cocoa Butter body lotion

    By A Correspondent

     

    The Himalaya Drug Company has launched a new TVC for its Himalaya Cocoa Butter Intensive Body Lotion. The TVC tells the story of a bride-to-be experiencing pre-wedding jitters,and being comforted and assured by her friend through the magic of a soft touch.

     

    Said Varun Wanvari, Brand Manager, Skin Creams and Lotions, Himalaya Drug Company: “The communication for brand Himalaya, including that for body lotions has centered around problem-solution. With the latest TVC for the Himalaya Cocoa Butter Intensive Body Lotion, we wanted to connect with consumers at an emotional level by associating our brand with something that deeply resonates with them – the comfort and warmth of a touch.”

     

    Added Shriram Iyer National Creative Director, Mullen Lintas: “In trying to craft the message of soft skin, we wanted to communicate a product attribute but also a genuine human insight. For us, that was the power of touch itself. For instance, how sometimes the most powerful way to reach out to someone, to comfort someone is through a touch. And thanks to the deep moisturising afforded by Himalaya Cocoa Butter Intensive Body Lotion, that touch is able to convey every emotion. The film is a beautiful story bringing out this very idea, first by way of a friend reassuring the bride on the her anxiety around looking her best for her big day and later the bride comforting the bitter-sweetness in the father’s emotion of giving the daughter away.”

     

  • Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof

    There’s lots to be explored on Cleartrip Local, says latest brand film by Mullen Lintas Bangalore

    By A Correspondent

     

    Cleartrip, which was one of the first portals to ease travel plans by offering a clean, simple, and fast solution for booking flights, hotels, and allied services, has now taken on the challenge of making the lives of its customers more fun within cities throughout India. Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof.

     

    To educate the consumers about its new offering, Cleartrip has launched a new brand film that delves on the key brand proposition of offering various services under a single roof. Developed by Mullen Lintas Bangalore, the film revolves around the insight that most consumers today are genuinely at a loss to find something fun to do. Besides the mundane pastimes of movies and malls, there were not many activities that they were aware of taking place in their vicinity. The biggest hook, therefore, for the communication was the discovery of the product itself. The film thought thus has been kept highly colloquial, which has the ability to enter regular conversations of people and fit into their world rather effortlessly.

     

    Commenting on the launch of the new brand film, Subramanya Sharma, CMO Cleartrip Pvt. Ltd. said: “Cleartrip Local is about catering to the ‘here & now’. Mullen Lintas and us brainstormed about the local moments of truth which included the fear of missing out, illusion of ’same old, same old’ in the city and the illusion of complete knowledge around what’s happening around you. And this one line resonated with a lot of us – ‘You are a stranger in your own city’ and out came the central idea for the campaign – ‘What’s happening, lots happening’. Also, while the core idea was nailed, we were worried on the execution as most ideas falter at this stage. But Shriram Iyer and team meticulously planned the details so much that the film came out exactly the way it was visualised in the storyboard. Creativity with perfect execution – we couldn’t ask for more.”

     

    The film begins the protagonist going on with his everyday life but is confronted with people around him pursuing their passions. Whether it is go-karting, kayaking, pot-making, yoga or even dining out at a venue of choice, people are shown doing what they love doing best when they are free. The protagonist is bemused on all these activities taking place around him and wonders what’s really transpiring. The voiceover then summarizes by saying that on Cleartrip Local app, there’s lots happening!

     

    Sharing his views on the film idea & execution, Shriram Iyer, NCD – Mullen Lintas said: “The product is so one-of-a-kind that it pretty much wrote the line ‘what’s happening, lots happening’ itself. Use the app and you’ll know it, there’s seriously some crazy amount of things to do in your own city. Our task then was to crack a device to tell this in an engaging manner. And we tried doing that by literally bringing this alive by showcasing crazy activities in an impossible environment. And the Gujarati rap simply tied it all up in a nice, quirky bow.”

     

    The film has already gone live and will air on popular online & offline channels in the coming weeks.

     

  • The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon

    Gionee unveils new brand identity via latest campaign

    By A Correspondent

     

    Gionee, a global mobile phone brand is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. At the core of the logo change lies the fact that Gionee brings smiles on the faces of millions through its innovative technology.

     

    Interestingly, Gionee was associated with Kolkata Knight Riders as their principal sponsor, and there was an opportunity to leverage the team to talk about the logo change, and to launch it during the IPL – a high-decibel sporting spectacle in India. The task of launching the new logo using KKR was effortless and exciting.

     

    The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon.

     

    Explaining the communications approach undertaken by the brand, Nomit Joshi, AGM, Gionee said: “Delighting our customers has always been an attitude that each and every one at Gionee believes in. Our new smiling logo and tagline “Make Smiles” simply expresses it and invites everyone to engage with Gionee and include the brand in the delightful moments of their lives. We are excited that we were able to use Team KKR to unveil our new logo as they provide many of us a reason to smile each time they play. I am sure that the new TVC would convey the same passion, energy and joy that the brand stands for.”

     

    Sharing his views on the brief received by the client for the rebranding exercise, Syed Amjad Ali, Executive Director, Mullen Lintas said, “Gionee is going through an exciting phase and is articulating its next level of growth. The new logo change signals that ambition. The role of the campaign was to create familiarity with the new identity and what it would stand for in future. We intend to make Gionee one of the most sought after brands in the country, something that people aspire for and this is just the beginning.”

     

    The film begins with the KKR team players waiting for their new jerseys to arrive from the dealer. In the interim, the team is seen discussing what new elements would be present on the jersey including a new logo of Gionee. Just then the delivery man arrives and delivers the package to the players who try on their respective jerseys with much joy. On seeing the new logo that signifies a smiling face, the team captain Gautam Gambhir goes on to exclaim that ‘Gautam would no longer be Gambhir’ after wearing this jersey.

     

    Sharing the creative execution undertaken for the campaign, Shriram Iyer, NCD, Mullen Lintas added, “The task of unveiling the new Gionee logo coupled with the brands association with team KKR allowed us to put the jersey to good use. The idea of a last minute change in the logo leads to a funny misunderstanding among the players. We are excited about this very unconventional way to launch a new identity.”

     

    The film has been directed by Shayondeep Pal from Elements and has been launched ‘on and offline’ to coincide with the ongoing IPL season.