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Tag: Soho Square Mumbai

  • Soho Square Mumbai, the creative house behind the idea, has created the integrated campaign

    Aprilla SR 125 makes its mark in new brand campaign

    By A Correspondent

     

    Soho Square Mumbai has created a new campaign for Aprilia to launch its latest bike – SR 125. The ad campaign, led by the TV commercial, takes viewers on a fun ride where eccentric characters find their fun-twin while riding the bike.

     

    Anuraag Khandewal

    Expressing his views on the fun-twin campaign, Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square, Mumbai said: “Aprilia has always stood for one thing -Fun. And now with the new SR 125, we are taking fun to a whole new level. We believe that the best way to have fun is with a companion, and the bike with its features enables one to do just that -have fun with a like-minded person. In the commercial we’ve shown how various people find their ‘Funtwins’ in the most unexpected situations. I’m sure this ad will encourage people to go out and find their own ‘Funtwins’.”

     

    Diego Graffi

    Commenting on the objective behind the film, Diego Graffi, CEO and MD of Piaggio said: “The two-wheeler segment is very important to us in terms of growth. With the addition of the SR 125, we are well poised to better serve the Indian markets. This communication will surely help us in doing so.”

     

     

  • The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment

    #TheGoodEMI educates consumers on the right SIP

    By A Correspondent

     

    Franklin Templeton Investments has launched an investor education initiative across media. Conceptualized by Soho Square, Mumbai, the campaign is being released on TV and the digital medium with a round of press also planned. Timed to release during the India-Pakistan match at the Asia Cup, this campaign is positioned to talk to all those looking for an entry into the world of investments.

     

    Juzer Tambawalla, Vice President and Head – Marketing & Communication, Franklin Templeton Mutual Fund said:“The objective of this campaign is to position the concept of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer. An SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs. 500 a month, it’s almost the cost of 2 movie tickets.”

     

    Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square Mumbai said:“Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a Good EMI, we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, ‘Yeah, this is exactly what happens to me’”.

     

    The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment. This is a different way from the ‘Happy families’ or ‘plan for the future’ type of commercials, typical to this category.

     

    The film is a dramatization of what happens to a regular middle-class working man on the first of every month. After a long day at work, he gets an SMS that says the words he’s been waiting for, all month: ‘Salary Credited’. He then checks his wallet as it is now flush with cash and that brings joy to his face. Unfortunately for him, his joy is short-lived as a huge crowd of EMI-collectors descend on him like a pack of hungry wolves. We then go into an action-movie mode, as the poor guy is chased by ‘Phone EMI’, ‘Personal loan EMI’ and ‘Car EMI’. With each EMI that hits, the guy loses more and more cash until he lands on the ground having lost most of his salary to these people. The only man helping him is the SIP guy, and the protagonist gladly pays his ‘Good EMI’ with a smile, knowing that this is an investment not another instalment!

     

    Link to Download – http://we.tl/31NH09ifuF

     

    CREDITS:

    Agency: Soho Square, Mumbai

    Head of Office: Samrat Bedi

     

    Creative

    Executive Creative Director and Creative Head: Anuraag Khandelwal

    Executive Creative Director and Creative Head: Satish deSa

    Creative Director: Manu Gupta

    Creative Controller: Pratik Kamat

     

    Account Management

    Senior Vice President: Mohit Ahuja

    Account Director: Neville Suraliwala

    Account Supervisor: Selvam Somasundaram

     

    Account Planning

    Senior Vice President: Shashank Lanjekar

     

    Films

    Film Supervisor: Shagun Dharia

     

    Client: Franklin Templeton Investments

    Vice President and Head – Marketing & Communication: Juzer Tambawalla

    Assistant Vice President – Marketing & Communication: Balaji Vaidyanathan

    Assistant Manager – Marketing & Communication: Anuradha Bhandari

     

    Production House: Story-tellers

    Director: Aakash Bhatia

    Producer: Zina Khan

    Post Producer: Prasad Shetty

     

    For further information please contact:

    Samrat Bedi at samrat.bedi@sohosq.com / +91-9820807500

    Anuraag Khandelwal atanuraag.khandelwal@sohosq.com / +91-9820191311

     

  • Soho Square has been credited for the award-winning 'Kiss to Drink' campaign for the Bisleri 500 ml SKU and the launch campaign of premium drink Urzza

    Bisleri to launch new soft drinks with Soho Square Mumbai as partner

    By A Correspondent

     

    In addition to the current portfolio comprising Bisleri, Vedica and Urzza, Soho Square, Mumbai will now also be guiding the fortunes of Bisleri’s new soft drinks, Spyci – the twisted cola, Limonata and two fruit flavored drinks – Fonzo and Pinacolada.

     

    Commenting on the new drinks, Ramesh Chauhan, Chairman, Bisleri International Pvt. Ltd. says, “The idea is to launch drinks in spaces familiar to but very different from existing taste palates. So while there is a cola and a lemony drink in the new portfolio, the effort has been to give them a lot of twists. Plus there are two new drinks altogether. The consumer is looking to experiment and we have given these options. Soho Square has been with us for around four years now; we feel they are best equipped for this launch.”

     

    Samrat Bedi

    On the partnership, Samrat Bedi, Head, Soho Square says, “This launch has been radically different from an agency point-of-view. As a strategy, there will be minimal ATL support at the beginning. Thus we are working doubly hard on other aspects like packaging, pricing and innovative means of communication.”

     

     

    Mohit Ahuja

    Mohit Ahuja, Senior Vice President, Soho Square added, “It is quite challenging to be in a space which is dominated by two big and numerous small players. These new drinks will benefit highly from the testimonial role of Brand Bisleri, as well as the mother brand’s reach. These are two big pillars of comfort for an agency to go about the launch.”

     

  • Ishrath has spent about 14 years in advertising, having worked across Saatchi & Saatchi, Rediffusion DYR, Network Advertising and Draft FCB+Ulka

    Ishrath Nawaz appointed CD at Soho Square

    By A Correspondent

     

    Soho Square Mumbai has announced the appointment of Ishrath Nawaz as Creative Director, Soho Square Mumbai.

     

    Speaking on his appointment, Soho Square Executive Creative Directors, Anuraag Khandelwal and Satish Desa, had this to say, “Our young, and dynamic team is a constantly evolving one. Our focus is to continuously adapt to new age ideas and ideals, with growth that is not just exponential but organic as well. Ishrath brings with him a unique mix of talents and a crisp understanding of different brand segments. We believe he has what it takes to strengthen our vision.”

     

    Ishrath Nawaz

    Ishrath has spent about 14 years in advertising, having worked across Saatchi & Saatchi, Rediffusion DYR, Network Advertising and Draft FCB+Ulka. He has worked on the successful launches of several top brands including Indigo Manza, Tata Docomo, Jaguar, Skoda Rapid, Ariel, head&shoulders and Bajaj LED.