MxMIndia

Tag: Soho Square

  • The film has been conceptualised by Soho Square

    #NazarUthao, says Tendulkar in campaign for Luminous Fans

    By A Correspondent

     

    Luminous Power Technologies has launched its new TVC on Fans ‘Nazar uthao’. The brand also unveiled its new tag line – ‘Khushiyo ka Ghar’, consolidating its brand repositioning as a competitive Home Electricals brand.

     

    The TVC has been conceptualised and developed by Luminous’ creative agency, Soho Square. In the commercial, Sachin Tendulkar, the brand ambassador for Luminous, implies that ‘Don’t get so caught up in you daily lives that you forget to enjoy the beauty around you’. In a subtly crafted plot he emphasizes how beautiful our lives are if we just look up and see (#nazaruthao).

     

    Commenting on the latest ad film, Vipul Sabharwal, Managing Director, Luminous India said:”Our presence in India for the last 28 years has given us immense understanding of the needs of our customers and we are convinced that we can play an important role in their daily lives. We believe in re-defining fans from a mere utility to a beautiful possession that adds to the look of one’s house. We all know that beautiful things leave people hooked and so we decided to develop this thought into an interesting narrative to tell the story of our Luminous fans. At the same time, we have also tried to address the prevailing issue of poor lifestyle choices of our generation knitting both ideas into one”.

     

    Elaborating on the thought process behind the campaign, Chandana Agarwal, Branch Head, Soho Square Gurgaon, which is the creative agency behind the campaign, said, “Luminous came to us seeking an idea for the launch of their new designer fans. They wanted it to be well connected with the lives of the consumers. Taking this into consideration, when we looked at the society, we identified a tension which Luminous fans could solve. In today’s world, everyone is looking down. Staring at individual screens and alone while being together. We thought that this was an interesting place for the fans to intervene. This societal tension of people being busy in themselves was something that the beauty and fresh breeze of Luminous fans could solve. Hence, the commercial was designed”.

     

     

  • Sumanto is one of our most talented, seasoned creative resources with rich experience across categories, said Piyush Pandey on the elevation

    Sumanto Chattopadhyay named Chairman & CCO Officer of Soho Square

    Sumanto Chattopadhyay

    There’s loads happening at Ogilvy. Effective August 1, Sumanto Chattopadhyay will take on the role of Chairman and CCO, Soho Square.

     

    Part of Ogilvy since 1993, Chattopadhyay has worked on brands like Dove, Pond’s and Star Plus, successfully relaunched UTI Bank as Axis Bank and helped launch brands like Pro Kabaddi, Maharashtra Tourism and The Economist in India. This, while also contributing to the growth of the Mumbai, Kolkata and Colombo offices of Ogilvy.

     

    Said Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia on the elevation: “Sumanto is one of our most talented, seasoned creative resources with rich experience across categories. More importantly, he is a fantastic creative leader and, over the years, I’ve seen some great talent emerge under his leadership. Soho Square has picked up tremendous momentum. Sumanto will help build on its success and propel it forward.”

     

  • The shampoo helps women to solve hair fall concerns and achieve healthy and nourished hair

    Himalaya’s new film advises girls on how to tackle hair-fall woes

    By A Correspondent

     

    The Himalaya Drug Company has launched a new TVC for their Anti-Hair fall shampoo that promises to be an ideal solution for hair fall.

     

    “Shampoos have one of the highest penetration levels with 93 per cent (U+R) across product categories in India, therefore, for brands it is imperative to have a strong differentiation. This category is also a highly cluttered category which drives brands to keep innovating to stay ahead of the curve. Over the years, Himalaya has successfully gained the trust of consumers by providing them natural, effective and long lasting offerings. Increased pollution and high stress levels have contributed to a rise in conditions like hair fall.  Our product is formulated with the power of herbs that offer a mild yet effective solution to hair fall,” said Ramarao Dhamija, General Manager- Marketing, Consumer Products Division, The Himalaya Drug Company.

     

    Added Sarfraz Rumane, Marketing Manager, Hair Care & Premium Skin Care, The Himalaya Drug Company: “At Himalaya, we are committed to bringing the best of nature through our products. Our Anti Hair Fall shampoo is enriched with the right herbal ingredients that address hair fall by nourishing and strengthening hair. Through the TVC, we want to reach out to girls who are looking for a solution to their hair troubles and provide them with naturally good looking hair.”

     

    Said C Ravikumar, Senior Creative Director, Soho Square: “Today, hair fall has become a common phenomenon. The protagonist of our story is no different. Just that, she didn’t want to give up on hair fall, like any other girl, she also tried different things to overcome this issue – be it browsing through the internet, trying different home remedies, parlour treatments etc. But then she realizes that the real solution lies in Himalaya Anti-Hair Fall Shampoo. This campaign is addressing girls who are going through these issues in the most relatable and believable manner.”

     

  • Focused on experiential superiority, the new TVCs feature Lava’s brand ambassador – Mahendra Singh Dhoni

    Lava extends ‘Never Lets You Down’ brand campaign with two new TVCs

    By A Correspondent

     

    After the successful launch of ‘Never Lets You Down’ brand campaign with Mahendra Singh Dhoni in April 2016, Lava International has launched two new TVCs to drive the brand’s reliability story further.

     

    The new TVCs reinforce the experiential superiority of Lava mobile handsets over other mobile handset brands. As one of the fastest growing Indian multi-national companies in the mobile handset industry today, Lava is building its brand identity as the most trusted and reliable mobile handset brand amongst its consumers and other stakeholders.

     

    Said Solomon Wheeler, Vice President & Head-Marketing & Communications, Lava International Limited: “In a highly commoditised and feature-driven mobile handset category, Lava’s promise of reliability is emerging as a distinctive and compelling differentiator. Our research has shown that customers expect reliability not only in terms of the hardware but also in terms of experience. The second phase of our campaign takes forward the brand narrative basis these insights and attempts to create interesting stories with a focus on experience. The results of the first phase of our brand campaign this year has been overwhelming for us, and we have made an attempt to extend the platform of reliability further with these new commercials.  We hope the consumers like these and will extend their love and support as they always do towards brand Lava. ”

     

    The two TV commercials, each 35 seconds in duration, were shot in different settings – in a gentleman’s club and a handbag showroom.  The TVCs highlight the enhanced experiential aspects of Lava mobile phones which include the quality of the camera and the processor superiority leading to hang-free operations.

     

    Commenting on the campaign, Dip Sengupta, Senior Vice President & Head of Advertising at Soho Square said, “The story of Lava is the story of reliability. We initiated this narrative last quarter, and wanted to move up the value chain by shifting the reliability aspect from hardware durability to experiential superiority of Lava mobile phones. We chose to continue with the endearing banter between MS Dhoni and the Lava representative Prateik Babbar, who now has become much closer to MS Dhoni, but never misses out to impress upon him Lava’s reliability and product superiority. The situations are extremely relatable and the banter is entertaining. We are hopeful that this leg of the campaign will equally receive an overwhelming response.”

     

  • The agency has won the creative duties following an aggressive multi-agency pitch

    Soho Square hitches a ride with Piaggio again

    By A Correspondent

     

    Soho Square has been handed the creative duties of Piaggio brands, Aprilia and Vespa, after a hard-fought pitch involving multiple agencies, over several rounds. This comes on the back of recently-acquired Nicotex – Cipla’s brand of smoking cessation gum.

     

    Piaggio though, isn’t entirely new to Soho Square. The agency earlier re-launched Vespa in India. However, due to a global re-alignment the account had to be moved. This time though, the Piaggio India team was specifically looking for a local agency with a deep understanding of Indian markets.

     

    Although the pitch was only for the Aprilia account, the Piaggio management eventually decided to award the entire two wheeler business, including Vespa, to Soho Square.

     

    Ashish Yakhmi
    Samrat Bedi

    Ashish Yakhmi – Piaggio Vehicles Pvt Ltd’s (VP and Head – Marketing): After several meetings with multiple agencies, we realised that not only is Soho Square the best fit for our brands, but that they also have the necessary skill-sets to achieve our strategic objectives in India.

     

    Samrat Bedi, Head of Office, Soho Square, Mumbai: This is a homecoming of sorts… We were well and truly disappointed when Vespa moved out two years ago. More than the fact that this is a big win, we are elated to have Piaggio back in the fold.

     

    Shashank Lanjekar

    Shashank Lanjekar, Senior VP – Strategic Planning, Soho Square, Mumbai: Vespa is a strong global brand. In India too, it has had quite a long heritage. Aprilia on the other hand is relatively unknown, although it is very famous globally. Our challenges will be to capitalise on the strengths of either and carve a clear niche for ourselves… I am glad that Piaggio has placed their trust in us.

     

     

     

  • Communication to the target audience gets re-defined through its new TV campaign

    Himalaya Herbals ‘First Pimple’ campaign gets a fresh look

    By A Correspondent

     

    The Himalaya Drug Company has launched its new TVC to drive the usage of its flagship product – Himalaya Herbals Purifying Neem Face Wash. The campaign captures emotions attached to the first pimple and how teenagers turn to their near and dear ones to seek solutions.

     

    The new TVC has been conceptualized by Soho Square and directed by Gajraj Rao. Backed by the consumer insight, the 30 sec ad showcases teenagers turning to their family for advice on skincare especially when it includes concerns like pimples. Himalaya’s new commercial reveals how two siblings bond over a shared concern while also throwing light on the emotions attached with the first pimple. The elder sister helps her younger sister by motivating her to face her first pimple. The commercial ends with the functional benefit of using Purifying Neem Face Wash for pimple free skin, with the underlying message ‘Himalaya sabse pehle’

     

    Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company said, “Himalaya Purifying Neem face Wash is our flagship product of the portfolio.  Being market leaders, we plan to increase awareness on Facial Cleansing and thereby drive category penetration and growth which is pegged at INR 1640cr and growing at 17%. Providing ‘Pimple Free Healthy Skin’ to teenagers has always been our endeavor, and the new commercial delivers the message in an interesting way. The communication has been backed by strong consumer insights and we feel the commercial will connect with the teenagers and enable them to have Pimple free Healthy Skin.”

     

    “Only 11 per cent of Indian households use face wash and there is a huge potential to drive penetration. Our First Pimple campaign is planned towards recruiting new users in the category. Pimple is one of the bigger skin problems that Indian girls on the face. They start dealing with it at an early age of 13. The campaign connects with these girls and assures them of a solution with Himlaya neem face wash.

     

    Consumer study reveals that when girls get for the first time, it starts playing on their mind and they get distracted. Elder siblings play an influential role at this age. The sweet bantering between 2 sisters in the communication drives emotional connect with these girls and builds positive inclination towards the brand” says Rahul Panchal, Marketing Manager, Face Care.

     

    “Himalaya Neem face wash created the face wash category in India and continues to carry the responsibility of inspiring new entrants.  In its current avatar the communication taps into the trend of talent and performances being an important part of our audience’s life. The brand continues to build on the theme of trust and confidence that it has come to be known for,” said Ganga Ganapathi, Vice President, Soho Square

     

  • Cipla Health (a newly formed subsidiary of Cipla) with a vision to improve the lives of Indian consumers, plans to position itself as a trusted consumer healthcare brand

    Cipla Health partners with Soho Square for Nicotex

    By A Correspondent

     

    Soho Square, Mumbai has bagged the creative mandate of Nicotex – Cipla Health’s smoking cessation gum.

     

    Himava Nath, Head Marketing, Cipla Health said: “Nicotex, the No. 1 doctor recommended brand in India, is the leading brand in smoking cessation. We have got significant growth for the brand, but we have only scratched the surface. Research shows that India is home to 12% of the world’s smokers, we feel Soho Square can help us unlock the true potential of the brand and achieve our vision of a smoking free India.”

     

    Samrat Bedi, Head of Office – Soho Square, Mumbai added: “Cipla Health is a big brand and we are glad that they have given us this opportunity. Nicotex is the market leader in the category, and Soho has been entrusted with strengthening this position. Cipla Health chose us having noticed the value we bring to the existing brands we handle… Of course, this is a very big win.”

     

    Cipla Health (a newly formed subsidiary of Cipla) with a vision to improve the lives of Indian consumers, plans to position itself as a trusted consumer healthcare brand by providing innovative, consumer friendly products. Soho Square currently works with a number of brands including Tata Motors, YES Bank, H&R Johnson and Bisleri. The agency has recently been in the news for the launch of Bisleri’s soft-drinks range and Franklin Templeton’s “Good EMI” campaign promoting SIPs.

     

  • The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately

    Vasmol assigns creative mandate to Soho Square

    By A Correspondent

     

    Hygienic Research Institute Pvt. Ltd. (HRIPL) has decided to award the brand duties of Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately.

     

    There was no pitch involved in this win, and it was awarded purely on Soho Square’s strategic approach to the brand’s marketing challenge.

     

    Ashish Chhabra

    Ashish Chhabra, Joint Managing Director, Hygienic Research Institute Pvt. Ltd. said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair color& care categories.”

     

     

    Samrat Bedi

    Samrat Bedi, Office Head Soho Square echoed those sentiments, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”

     

     

    Shashank Lanjekar

    Sr. VP, Strategic Planning, Soho Square, Shashank Lanjekar, was also of the same opinion, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”

     

  • A Soho Square TVC ushers the move to win over rural markets

    Himalaya spreads pimple-free message to hinterland

    By A Correspondent

     

    Leading herbal and personal care firm Himalaya Drug Company has launch a TVC to further drive the consumption of its Rs 5 sachet packs within the low population markets.

     

    The TVC has been conceptualised by Soho Square and directed by Chinar Gupte. Through the TVC, Himalaya speaks to the young girls and urges them to face the world confidently and happily as they sport a healthier and pimple-free skin.

     

    Said Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company: “The face wash category in urban India is pegged at 1400 crore and growing at 15%, whereas the rural face wash market stands at 280 crores but growing at 31%. Growing twice as much as the urban market and with 5% penetration, rural market gives us an opportunity to make our leading brand Purifying Neem Face Wash now accessible to millions of new consumers in an innovative sachet pack. With this communication we expect to bring new users to the category and thereby benefit from pimple-free healthy skin.”

     

    Vineet Jain, General Marketing – Consumer Products Division, The Himalaya Drug Company added, “With our new sachet communication, we plan to increase category penetration by driving trials among non-users via providing an affordable price point of Rs 5 for 5 ml (approximately 3 washes). This will help increase user base of the face wash category and drive overall category growth.”

     

    “From a creative point of view, the film continues to leverage the consumer insight that young women hold themselves back when they suffer from a pimple problem,” said Ganga Ganapati VP & Head of Office, Soho Square.

     

  • Good Company Coffee aims to penetrate the growing in-home coffee consumption segment

    Soho Square wins creative mandate of Good Company Coffee

    By A Correspondent

     

    Soho Square has bagged the advertising duties of Good Company Coffee, which currently runs a chain of cafes in Australia. This business was won in a multiagency pitch.

     

    Good Company Coffee aims to penetrate the growing in-home coffee consumption segment; they will market coffee machines, flavoured coffee, hot chocolate & tea-pods which are slated for a launch later this year.

     

    Sachin Sabharwal, Managing Director, Good Co. Coffee said, “Our products will be targeted to quality and lifestyle conscious individuals who would love to indulge in a great shot of espresso or when mood sustains can also have hot chocolate and tea variants in the comfort of their home. It is this resonance of passion and quality in each cup that we found in the Soho Square team which we feel will translate into a big launch idea.”

     

    Samrat Bedi

    Samrat Bedi, Head of Office, Soho Square said, “In Good Co. we see many possibilities. A series of interactions with the client led to a meeting of minds that helped us win the business. This launch is close on the heels of another successful one – Bisleri Urzza. It’s great to know that marketers want to partner with Soho for their new brand launches. It’s a challenge we seem to love too.”

     

  • He has worked previously at Ogilvy, Dentsu, Percept-Hakuhodo ​ and DDB Mudra

    Pramod Sharma joins Soho Square as Senior CD

    By A Correspondent

     

    Soho Square Mumbai has announced the appointment of Pramod Sharma as Senior Creative Director of Soho Square Mumbai.

     

    Anuraag Khandelwal and Satish deSa, Executive Creative Directors & Creative Heads, Soho Square Mumbai shared: “In Pramod we found the ideal mix of maturity and crazy ideas. He is very ambitious, and yet very down-to-earth. We believe we have found one more member of our tribe.”

     

    Moving from Everest Brand Solutions, Pramod enters Soho Square with over 14 years of ​work ​experience. He has worked previously at Ogilvy, Dentsu, Percept-Hakuhodo ​ and DDB Mudra.

     

  • PCJ's brand thought Naye Zamaane Ke Heere will also be carried forward in print which will break after the film campaign

    Soho Square unveils new campaign for PC Jewellers

    By A Correspondent

     

    The campaign for PC Jeweller (PCJ) introduces PCJ’s new brand positioning of Naye Zamaane Ke Heere, a positioning that speaks both of the kind of jewellery and of the kind of woman who chooses to wear PCJ.

     

    The TV campaign comprises of three different spots, each talking about the choices a woman of today makes and the stereotypes she breaks within her everyday existence. The films aren’t just limited to women looking beautiful and wearing stunning jewellery. The core thought behind ‘Naye Zamaane Ke Heere’ is to highlight the spirit and substance of a woman while showing her in very real, present-day scenarios. The intent is to tell stories that women will relate to and characters that women would aspire to be.

     

    While one film is the story of a woman who is completely confident in her dark skin, another is that of a woman who has chosen to put food on the table even as her husband is pursuing other interests. The third in the series talks about how it’s the sons in the family that need to make an attitude shift.

     

    In an environment that is very sensitive to issues related to gender discrimination, the campaign brings to light how in her own way a woman can make an important point every time she faces bias. It is in moments like these that a woman’s true worth and confidence shines through.

     

    Ajay Gahlaut – Executive Creative Director, said, “In my favourite Classic Hindi Film, Sahib Bibi Aur Ghulam, Rehmaan dismissively says about women: “gehane banao genhane tudwao kaudian khelo”. It wasn’t true then and it isn’t true now. Yes jewellery adds to the beauty of a woman, but a woman too lends her own grace to an ornament. With PCJ we have taken a brave new stand by talking about the woman rather than the ornaments.”

     

    PCJ’s brand thought Naye Zamaane Ke Heere will also be carried forward in print which will break after the film campaign.