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Tag: Sunil Kukreti

  • The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women's domain

    RK Swamy BBDO unveils ‘unisex’ campaign for Lloyd Washing Machines

    By A Correspondent

     

    RK Swamy BBDO, New Delhi, have churned out a singular campaign to announce the entry of Lloyd in the washing machine category. The 360 degree campaign released in mid-July positions Lloyd Washing Machines as ‘unisex’ machines.

     

    The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women’s domain. However, the modern urban women do not appreciate this mindset, given the fact that a lot of them have a busy professional life now and there is no specific logical reason to justify why only women should be held responsible for such mundane chores.

     

    This insight has attracted the attention of quite a few marketers off late.

     

    But with this campaign, team RK Swamy BBDO has gone a step further and actually attempted to create an altogether new sub-category of washing machines by calling them unisex.

     

    Consumers recognise Lloyd more as a trustworthy air conditioner brand. So it was imperative to ensure that consumers sit up and take notice of the brand’s entry into a new category.

     

    Sunil Kukreti, Senior Partner – R K Swamy BBDO, says “The idea was to build a connect with the women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd Washing Machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of ‘Unisex’ washing machines will reinforce the message that women want men to help out.

     

    So the need was to connect with them at an emotional level. Hence it was decided to touch upon the subject in a way that almost all women would relate to it. Ankur Suman, Sr. Brand Design Director, RK Swamy BBDO, says, “The tonality of the communication had to be anything but preachy. By calling our machines Unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message.”

     

    The campaign has been extended to various media: print, digital, outdoor, on-ground activation with in-store promotions too.

     

  • The task was to project the portal as an expert and friendly guide in the home search process

    Magicbricks seeks to make house-hunting a pleasant experience

    By A Correspondent

     

    Magicbricks has unveiled a new TVC that shows a young wife and her husband searching for a property. The film shows that hunting for a house can be a pain-free experience, and the process can bring a couple even closer; turning the hunt for a house a pleasant experience.

     

    Ankur Suman, Creative Director, R K Swamy BBDO, said “We wanted to give our communication tender and softer hues and therefore an emotional layering was imperative. The song ‘Do deewane sheher mein’… serves that purpose perfectly. An important ingredient of the new Magicbricks campaign, this song is arguably Hindi Cinema’s only home search song! Against the backdrop of this song, we wanted to depict a simple, credible story around the ease of searching property on the website, without any joke or contrived created device jostling for viewers’ attention. So this campaign sets the right tone for the brand and acts as the first step to build an emotional bridge between the portal and users, which is quite pertinent to something like home search.”

     

    Sunil Kukreti, Senior Partner, R K Swamy BBDO said, “The online real estate portal category is now getting very competitive and the task was to project the portal as an expert and friendly guide in the home search process. The TVC had to emotionally connect with the consumers while getting across that Magicbricks simplifies the home search process and makes it easy and fun.”

     

  • The brand builds the brand connect with emphasis on little moments of happiness

    Somany Ceramics’ new campaign focuses on brand promotion

    By A Correspondent

     

    Somany Ceramics has unveiled a new campaign that speaks a lot more than just its range of product portfolio. The brand builds the brand connect with emphasis on little moments of happiness in one’s daily lives and leverages the overall brand image of Somany Ceramics, which believes in keeping customer satisfaction at the forefront.

     

    This film is an emotional take on how shining, elegant tiles not only enhance the ambience of a home, but also elevate the mood of the household. Almost unknowingly, they become an inseparable part of our traditions and our day-to-day lives, adding a sparkle of joy, bonding and love to the moments they touch.

     

    Charu Malhotra, DGM – Somany Ceramics Ltd. said, “In a market dominated by cut-throat competition and ever-changing customer needs, the ability of a brand to evolve and rise above the rest sets it apart. Somany has emerged as a leader in the tile industry with focus on design and innovation. The company believes in delivering products that have better designs, better features, better technology and a better range. Tiles being synonymous with gloss draw attention and are sure to compliment any decor. With this thought in mind we came up with “Zindagi Ko Chamakne Do” TVC and created different real life experiences triggering emotions with due focus on tiles witnessing these sheer moments of joy.”

     

    Sammy Ghai, Creative Director, R K Swamy BBDO, Delhi said, “ZindagiKoChamakne Do’ TVC is a celebration of the moments of joy that catch us unaware. The four walls and the floor beneath our feet becomes the playground of life where these moments find us. And the beauty of these tiles makes the experience add that sparkle in our lives.”

     

    Sunil Kukreti – Senior Partner, R K Swamy BBDO, Delhi said, “Tiles add vibrancy and shine to our homes. We wanted to associate the brand Somany with this sparkle and vibrancy in our lives while layering the TVC with rich emotional undertones.”

     

  • Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India

    RK Swamy unveils new campaign for IndusInd Bank

     

     

    RK SWAMY BBDO has unveiled another campaign for IndusInd Bank that focusses on its new innovation – Video Branch. Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India.

     

    Sunil Kukreti, Senior Partner, R K SWAMY BBDO said, “IndusInd Bank is credited with setting benchmarks in the banking industry and over the last few years, R K SWAMY BBDO has been consistently churning out clutter-breaking communication for IndusInd Bank. The current TVCs explains how one can use Video Banking instead of the visiting the branch or phone banking. Farhan Akhtar is the protagonist, who explains the benefits of a Video Branch and retains the ‘slice-of-life humour’ that IndusInd campaigns are now known for.”

     

    The campaign has been extended to all other medium including Radio, OOH, Print, BTL and Digital.

     

    Commenting on the campaign, Mohit Ganju, Head, Marketing & Communications, IndusInd Bank said, “The latest ad campaign incorporates strong consumer insights and humorous situations to deliver the service message. Our association with Farhan as a brand endorser is set to strengthen the Bank’s communication towards its core philosophy of ‘Responsive Innovation’, reinforcing our brand statement ‘You desire, We Deliver’. Farhan personifies sincerity, new-age thinking and dynamism and is a great fit to the brand.”

     

  • The win comes on the back of a hotly contested multi-agency pitch that was spread over a period of two months

    Magicbricks.com turns to RK Swamy BBDO for creative support

    By a correspondent

     

    Advertising agency RK Swamy BBDO has bagged the creative mandate for Magicbricks.com – the property portal from The Times Group. The win comes on the back of a hotly contested multi-agency pitch that was spread over a period of two months.

     

    Speaking about the win, Sunil Kukreti, Senior Partner, R K Swamy BBDO, said, “This is an interesting category with a huge canvas available for creativity. We will make the most of this opportunity by creating interesting clutter-breaking work for Magicbricks.”

     

    Magicbricks.com is India’s number one property portal with a host of specially developed features and tools to aid the users in taking the right decision; making it the most comprehensive platform in the category.