MxMIndia

Tag: Tata i-Shakti

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    Ad Strat: Tata I-Shakti unpolished dals

    Kapil Mishra, Executive Creative Director, Leo Burnett

     

    1. Name of the Campaign: Tata I-Shakti unpolished dals

     

    2. The Brief:

    The brief given to the agency was to bring out the health advantage of ‘unpolished dals’ over the polished ones and marrying the qualities of the product – Taste and Health with the food cooked by celebrity chef Sanjeev Kapoor.

     

    3. The thought process behind the creative:

    I-Shakti dals are unpolished and reach the consumer after undergoing cleaning that is only absolutely necessary. The latest campaign seeks to bring alive this truth with the apt tagline ‘Bina chamke sehat chamkaaye’4. Media vehicles chosen:

     

    The promotion campaign will have TV advertisement being aired across national and regional channels, supported by Market level and outdoor visibility drives. Such as bus back panels, toll hoardings, branding at Metro stations in key metro city markets.

     

    TV channels national and Regional C&S, Outdoor media, in-shop branding and marketplace visibility through merchandising.

     

    5. Does the treatment do justice to the brief:

    The treatment is according to the brief which was to have a message based on goodness of Tata I-Shakti Unpolished dals and create generate awareness. To drive this point home, Sanjeev Kapoor, a trusted celebrity and household name has been chosen to endorse the brand. For a category in which the consumers don’t have an evolved yardstick of pre-evaluation to aid  buying process, having Mr Kapoor lends credibility to message to choose a Tata I- Shakti dals which are a deviation from current buying behavior and  consumption pattern.

     

    6. What according to you is the differentiating factor about the ad:

    When you have a message based on honesty and authenticity, the tone and manner in which it is delivered needs to be exactly the same – honest and authentic.

     

    7. Market Client feedback:

    Yet to be received

     

    Compiled by Shubhangi Mehta

     

  • A Comms has brought to the platform Tata i-Shakti Unpolished and Little Millenium in a special brand-consumers' connect initiative with the 'Crossword Children's Fest'

    A Comms’ summer plans to catch young consumers

    By A Correspondent

     

    The annual Indian season of holidays has begun and brands across the country are actively trying to catch the attention of children and young adults. Aurora Comms, or A Comms, the country’s largest shopper marketing and retail media network, is in buzz mode as well and its latest shopper marketing campaign has connected two brands to the leading book store, Crossword.

    The ‘Crossword Children’s Fest’, a month-long event involving readings, author interactions and fun activities begins this week, and A Comms has brought to the platform Tata i-Shakti Unpolished pulses and Little Millenium in a special brand-consumers’ connect initiative.

     

    Through effective shopper marketing, A Comms has ensured the fest’s audiences are exposed to communications from the two brands.

     

    Tata i-Shakti, a range of sorted, graded and unpolished dals for a healthier you and Little Millenium, one ofIndia’s leading pre-school chains are the official sponsors for the activity.

     

    “Shopper marketing focuses on reaching out to consumers in a relevant manner. Tata i-Shakti’s communication has been planned out to reach out to healthy minds. Little Millennium’s association is to drive their messaging stronger in children-parents community,” said Samir Vithlani, Director – Key Acounts from A Comms.

     

    Mr Jagannath, National Head – Franchising operations, Educomp Schools is positive about this exposure. “At Little Millennium, our vision is to enable, energize and enhance childhood by igniting a passion to read among children from a tender age. This association with Crossword Children Festival shares our vision.”

     

    Crossword’s successful fest, which is currently active not only at metros such as Mumbai andDelhibut also tier-II cities such asBhopal,Indoreand Vijaywada, promises to take Tata  i-Shakti Pulses and Little Millenium to their target audiences over the coming month.