MxMIndia

Tag: Sushil Matey

  • Livpure reached out to around 50 cafes and restaurants for the same

    Livpure campaign helps Shimla resolve water crisis

    By  A Correspondent

     

    Livpure has unveiled its new digital film titled ‘CuttingPaani 2.0’, an extension to their #CuttingPaani 1.0 campaign. #CuttingPaani asks citizens that if the quench is of half a glass then one should only take half a glass of water.

     

    Commenting on the campaign, Sushil Matey, Director-Marketing, Livpure said, “Our dipstick showed that Indians in general are very casual about wasting water. And, as we all know, it is a very scarce resource and possibly future wars would be fought for water! Our #CuttingPaani campaign launched in March this year highlighted the significance of drinking water judiciously and received rave response from citizens and consumers alike. We were able to get 7.8 million views and 18 million reach. However, we further wanted to highlight the importance of this campaign and taking Shimla as the pilot city, we educated the citizens on ‘Paani Bachao, Cutting Mangao’.”

     

    Added Raj Kamble, Founder & CCO, Famous Innovations: “#CuttingPaani is not an ad campaign, it is an act – a movement with the power to spark real change. ‘Cutting chai’ is such a common concept in India – why can’t the same be applied to water? We launched this idea last year in India’s top cities, but found that Shimla was in a unique and critical situation, and therefore needed action the most. We’re heartened about the enthusiastic participation by the people of Shimla and even pleasantly surprised to find the practice adopted by restaurants all over Pune, Bangalore, Nagpur, Lonavala and other small towns! #CuttingPaani is a simple change of habit that we hope will go a long way,”

     

     

  •  The account will serviced from Delhi

    iProspect India to handle digital duties for Livpure

    By A Correspondent

     

    iProspect India has bagged the digital marketing mandate for water purifier brand Livpure. The agency will be responsible for running the media buying and management across all channels – search, social, display and affiliates. The account will serviced from

     

    Said Rubeena Singh, CEO, iProspect India: “We are excited to partner with Livpure, one of the trusted water purifier brands in India. They value the overall power of the digital medium and we are thrilled to create strategic campaigns for them using digital media to achieve their marketing and business goals. We are confident that this collaboration will be a win-win for both iProspect India and Livpure.”

     

    Added Sushil Matey, Director – Marketing, Livpure:  “Livpure is trusted challenger brand. It is the youngest company to establish itself in the organised sector and is the fourth largest player of the category. We have seen exponential growth in the past six years, and we plan to sustain the same going forward. In order to do so, we were looking for able partners to help us in this journey. We found a fit in iProspect India and believe they can add great value to our digital efforts in bringing in more efficiency in the current spends and processes.”

     

     

  • Conceptualised by Famous Innovations, the three films developed portray varied scenarios which are both indoor and outdoor

    Livpure lays importance on the need to save water via #CuttingPaani

    By A Correspondent

     

    Livpure has unveiled its latest campaign #CuttingPaani. Based on the concept of Cutting Chai, a unique culture in India, this campaign brings focus on the very fact that if the quench is of half a glass then one should only take half a glass of water.

     

    Conceptualised by Famous Innovations, the three films developed portray varied scenarios which are both indoor and outdoor, namely, an office setting, a caf̩ and inside a home. The production values are high and the setup is natural establishing the concept of #CuttingPaani and amplifying the fact of optimizing usage of water by taking only what is required. The tagline of the campaign is РAgar pyaas cutting ki hui, toh full glass kyun? Bacha huya paani koi aur pee lega! The campaign intends to rope in relevant influencers to support the message of saving water.

     

    Commenting on the campaign, Sushil Matey, Director-Marketing, Livpure said: “According to Asian Development Bank’s forecast, by 2030, India will have a water deficit of 50 percent. Research also shows that 7 out of 10 people don’t finish their glass of water, which then goes to waste. Livpure was keen to draw attention to this hard reality in a simple and effective manner. Although, there have been very powerful campaigns to spread awareness about water conservation, very few gave practical and doable solutions. With #CuttingPaani campaign, we wanted to highlight the significance of drinking water judiciously. Digital, emerging as a favored medium of communication, we intend to go all out and spread the message far and wide.”

     

    Added Siddhartha Singh, CEO, Famous Innovations: “For any movement to galvanize we need a meaningful, actionable symbol that people can adopt in their everyday lives. Asking for #CuttingPaani represents just that. It’s a small step when you’re eating at a restaurant or visiting someone’s office, but it stands for a thoughtful and progressive mindset. We hope that people will feel proud when they consciously ask someone to give them only half a glass of water.”

     

     

  • The TVC revolves around Sachin's concern about how impure drinking water adversely impacts the dreams and aspirations of India’s future generations

    Livpure RO TVC featuring Sachin Tendulkar goes on air

    By A Correspondent

     

    Water purifier brand Livpure has unveiled a TVC featuring Sachin Tendulkar to endorse its Livpure Smart RO water purifier. The TVC revolves around Sachin’s concern about how impure drinking water adversely impacts the dreams and aspirations of India’s future generations.

     

    Said Sushil Matey, Director – Marketing, Livpure: “We wanted to educate all by making a larger statement that consumption of impure water leads to chronic illnesses & hence limits the growth potential of India as a nation. Sachin is being used as a protagonist to urge nation to drink purified water.”

     

    Added Raj Kamble, Founder & CCO, Famous Innovations: “More than just creating a good ad, we wanted to create a compelling movement, focusing on a topical societal issue – kids not being able to fulfil their dream because of impure drinking water. The end phrase ‘Come-on India, Livpure’ is a clarion call by Sachin.”

     

  • To focus on storytelling as a new approach to brand building in the category

    DigitalF5 acquires the digital mandate for Livpure

    By A Correspondent

     

    DigitalF5 has bagged the digital mandate for Livpure, a leading water and air purifier solution providers for commercial and home applications. DigitalF5 will now manage the digital brand building activities of Livpure including website, search marketing, social content and mobile solutions. The marketing mandate was won as part of the multi-agency pitch which saw participation from other leading digital marketing agencies.

     

    Commenting on DigitalF5’s selection, Sushil Matey, Director  Livpure said: “Team DigitalF5 has a unique ability to differentiate between conversations with their category context. The organization has a proven track record of intensely mapping the consumer journey and then precisely utilizing the right opportunity with the most appropriate communication peg. We are happy to join hands with DigitalF5 and are confident that it will help us in creating a truly unique brand image of Livpure.”

     

    Added Barin Mukherjee Co-Founder & CEO, DigitalF5: “Livpure is already a well-established player in its segment with a strong brand identity. However, like many other players in the category of water and air purifiers, it has so far focused on performance-oriented marketing operations. However, the target going forward is to focus on digital initiatives in enhancing its brand engagement and this is where our expertise comes in. We look forward to assisting Livpure in its goal of truly connecting with and educating its customers.” The business would be managed by digitalF5 Delhi office.

     

  • The account was won post a multi-agency pitch

    Famous Innovations bags creative duties of Livpure

     

     

    Livpure Pvt Ltd. has awarded its creative duties to Famous Innovations. The mandate includes complete communication strategy and creative, and will be managed by the agency’s Mumbai office.

     

    Said Raj Kamble, Founder and Chief Creative Officer, Famous Innovations: “We are delighted to be working with Livpure. This is a challenging category with many legacy brands and little differentiation in the communication. With a superior product and Mr Sachin Tendulkar as our brand ambassador, we have many a interventions in the pipeline that will be simple, honest and effective.”

     

    Added Sushil Matey, Director – Marketing, Livpure: “Water is a very sensitive space, one that is deeply seeped in trust. For any other appliance, consumers may experiment or take a leap of faith, but for a water purifier they will always be extremely cautious. Famous’ approach was very refreshing & innovative which we believe will help us break the category clutter and approach our TG, effectively. We met many agencies, but Famous’ way of building brands resonated with us the most.”

     

  • Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space

    Katrina endorses campaign for new HR Johnson vertical

    By A Correspondent

     

    HR Johnson has released a new campaign for its bathroom vertical that features brand ambassador Katrina Kaif. The television commercial went on air last week.

     

    Mr. Sushil Matey, Chief Operating Officer, H&R Johnson said, “H&R Johnson has been largely known as a tiles company, given our rich heritage and leadership in the same. However, over the years, we have diversified into bathroom fittings, kitchens and engineered marble & quartz. The communication objective was to tell the consumer of the stunning options we have beyond tiles – and we have made a start with bathrooms. To enhance salience, we had signed on Katrina Kaif to endorse the Johnson brand; the first set of communication on tiles was executed last year. This is the second TVC that we have done with her.”

     

    Anuraag Khandelwal
    Satish Desa

    Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space. “The agency endeavoured to go beyond mere ‘looks’ and we wanted to come from a relevant consumer space. The entire insight that ‘bath time’ provides that much needed personal space to clear the mind and let it freewheel, gave us this thought of ‘Find Clarity”, explained Anuraag Khandelwal and Satish Desa, Executive Creative Directors and Creative Heads. “Clarity that refreshes and inspires one to think ahead. We also shot the film in black & white to enhance its visual appeal.”

     

  • Under the mandate for the H&R Johnson business, it will handle tiles, bathrooms, kitchens and marble & quartz

    Soho Square Mumbai wins H&R Johnson

    By A Correspondent

     

    Soho Square Mumbai has received the mandate for the H&R Johnson business. This includes tiles, bathrooms, kitchens and marble & quartz.

     

    Samrat Bedi

    On the win, Samrat Bedi, Head of Office, Soho Square, Mumbai, said, “H&R Johnson is pretty much a household name in this category and being associated with this brand therefore makes this win even more special. The brand has ambitious plans in India for the road ahead and all of us at Soho Square are proud and honoured to be partnering H&R Johnson on the journey to make these plans a reality.” Mohit Ahuja, Vice President, Account Management, Soho Square, Mumbai, commented, “This win is also exciting from a portfolio point of view for us. In the homes and infrastructure category, we already have a realty major and a water-proofing solutions brand. Thus the H&R Johnson products strengthen this segment for us.”

     

     

    Sushil Matey

    Sushil Matey, COO – Emerging Business and Marketing, H&R Johnson India, said, “The energy and enthusiasm of the Soho Square team is visible in the work that they have proposed for our brand. We are delighted to be working with a team that brings with them their passion and experience into every single engagement.”

     

    For the record, Soho Square is owned by WPP and was re-branded in 2012 from Meridian Communications. In India, Soho Square has three offices in Delhi, Mumbai and Bengaluru.