MxMIndia

Tag: Sunay Bhasin

  • The TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination

    Dentsu India creates Laban’s first campaign for India

    By A Correspondent​

     

    Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla, has been launched and localised by MTR Foods in India. The brand joined hands with Dentsu India to launch its first TV film for the product, bringing alive the key properties of Laban.

     

    Said Samrat Chengapa, Senior Vice President, Dentsu India: “Communicating to children is a happy problem. They’re imaginative and relish the randomness you throw at them. Especially in a category that is flooded with humour. Laban is a product that is truly imaginative at the product level. And that set the platform for us to build on with a memorable jingle that captured the in-built craziness of being stretchy and human shaped.  With this TVC, we’ve managed to showcase all the fun and create a sing-along track that kids will just love. And this is just the beginning.

     

    Added Sunay Bhasin, CMO, MTR: “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban ki Pahunch Lambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers.”

     

     

  • The TVCs and digital film take a humorous look at how a delicious and hot Indian breakfast can be made in just 3 minutes

    MTR unveils new breakfast campaign

    By A Correspondent

     

    MTR Foods has launched a new range of Indian breakfasts called the 3-Minute Breakfast which is supported with a 360 degree media campaign including three TVCs and a digital film.

     

    Commenting on the breakfast range and the communication, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. Said: “The organized breakfast market in India is driven by a need for convenience with consumers sometimes forgoing breakfast, particularly on weekdays, due to severe time crunch in the mornings. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast that they prefer in just 3 minutes by just adding hot water. Our communication also focuses on how easily a delicious Indian breakfast can be made in the time you take to do your weekday morning routine, hence removing any excuse to miss breakfast anymore.”

     

    Added Mahesh Gharat, Ogilvy & Mather: “The brief from MTR Foods was to communicate the key proposition of the 3-Minute Breakfast in a creative way by depicting various morning situations. We had to show the ease of making breakfast as well as drive home the key message that consumers need not compromise on breakfast anymore. As we had to talk to the young working professionals, we decided to take a relatable, humorous approach. All three films depict the morning rush in their lives when a lot cannot be achieved on time. But thankfully, MTR’s 3-min breakfast gets prepared in 3 minutes.”

     

    In addition to TV, The Social Street was assigned the task of creating a film that resonated well with the urban millennial.

    Commenting on the digital Film, Sonia Lal, Managing Partner, The Social Street said: “Our brief was to communicate with the young Target Group in the digital space and create some humorous content while conveying the brand message. The film shows a team of experts like scientists, astrologers and other specialists (one of them being a cat!) trying to understand  why the youth is mean  – with the simple answer coming from a mom who says that the youth skip breakfast because they are short on time and how MTR 3 minute range solves for this.”

     

  • Spicy Sambar Powder promises to add a spicy kick and variety to meal occasions across the day

    MTR Foods unveils new film for their Sambar variant

    By A Correspondent

     

    MTR Foods has launched a new variant of one of its highest selling products – Sambar powder. The variant called Spicy Sambar Powder promises to add a spicy kick and variety to meal

     

    On the launch, Sunay Bhasin, CMO, MTR Foods said: “MTR is one of India’s leading packaged masala players with prominent leadership in core southern markets. We conducted extensive cuisine studies in these markets and realised that our Target Audience, while still using our Sambar Powder, also make their own blend from pure spices for a spicier version of sambar. The new variant of Spicy Sambar is intended to plug this need-gap and drive further penetration in our core markets. The TVC launched to support this campaign is a simple, yet creative communication that seamlessly blends the spicy nature of our product with a daily meal occasion. ”

     

    Added Mahesh Gharat, Executive Creative Producer, Ogilvy and Mather: “The key ask from MTR was to create a simple communication that clearly highlights the one feature that is central to the product – the spicy nature of the Spicy sambar powder. We focused on that attribute by showcasing it in an everyday meal occasion that has been made memorable because of MTR’s Spicy Sambar Powder. We also injected a certain amount of humor in the TVC which would be guaranteed to make you smile every time you see the Ad.”

     

  • Britannia Filmfare Awards 2016 brings smiles across miles through a unique on-ground activation

    Social Street leverages awards platform for unique activation initiative

    By A Correspondent

     

    The Social Street conceptualized and executed a unique activation for Britannia Good Day by leveraging their tie up with the 61stFilmfare Awards 2016.The task at hand was to bring alive the brand’s tagline “It’s a Smile that makes a Good Day” through an impactful on-ground activation.

     

    Good Day did a massive re-launch campaign to communicate the change in its visual identity and brand idea. The Social Street came on board to make the brand experience come alive for consumers by reinforcing its association with smiles. The idea was to create an activation experience that brought smiles for everyone who participated in the on-ground activity. It was further extended by creating content for the digital medium and promoting it to a far larger audience. The digital amplification helped the brand reach far and wide and also spread many more smiles across a broader audience.

     

    With the help of technology, the brand helped the Bollywood actors present at the red carpet connect with kids studying in NGO run schools. The stars were asked to spare a few minutes and smile at a kiosk screen which measured the wideness of their smiles in points. These points were then converted into cookies for onward distribution to the kids. The kiosk additionally dispensed pictures of these school kids which were autographed by their favorite stars. The stars even gave out messages. All this was shown to the kids real time through live streaming. Post the activity, cookies alongwith some goodies were distributed to these kids.

     

    Commenting on the activation, Deepak Singh, Chief Creative Officer, The Social Street said, “In all my years of working in the industry I haven’t come across a client who has shown so much trust and confidence in an idea that we get a go ahead simply on the strength of the same. That also means additional pressure on the agency, but the true reward at the end of it all is seeing everyone smile!”

     

    Sunay Bhasin, Category Manager – Premium Indulgence, Britannia industries Ltd, “We had a great platform in form of Filmfare Awards that we wanted to leverage to create something magical that delivers the brand Good Day’s idea of Smiles in an endearing fashion. While the video has crossed 2 Mn views but it’s the huge thumbs up we got from consumers which has delighted us in the form of likes, shares and comments. In partnership with The Social Street, the work we’ve done thus far for the brand in the form of on-ground activations and taking them to digital audiences is really creating a lot of buzz and positive mentions towards building brand affinity amongst consumers. All our activations, be it the slide at a metro station and now with the kids, has helped us create much liked content!”