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Tag: Tonic Worldwide

  • According to the report, women are taking the lead in gifting their partners

    Tonic Worldwide arm reveals actionable consumer insights for V-Day

    By A Correspondent

     

    Gipsi, the AI + HI division of Tonic Worldwide, has released a report highlighting actionable insights from the digital data universe basis a comparative trend over the last three years for Valentine’s Day.

     

    Key highlights from the report:

    According to the report, women are taking the lead in gifting their partners. Compared to 2018 where searches for ‘gifting for him’ were 50 per cent vs searches for ‘Gifting for her’, 2019 saw the search volumes grow to 55 per cent exceeding searches for ‘Gifting for her’ which dropped to 45 per cent. The growth continues this year. While brands have been targeting women for gifting men, we will see an increase in spends for targeting women.

    Searches for ‘Valentine’s Day ideas’ has declined by 21 per cent from 2017 to 2019. However, there was an increase of 26 per cent in Valentine’s day events from 2017 to 2019, whereas, Valentine travel and destination was buzzing with a 33 per cent rise in 2019 searches for travel offers and deals around the special day.

    There was also a 67 per cent rise in searches for eco-friendly gifting options from 2017 to 2019, which is expected to grow by 30 per cent this year. In social conversations love for each other is expressed through love for green.

    An increase in gay valentine searches by 29 per cent from 2017-2019 shows that there is high awareness around the LGBTQ community, and it is likely to be higher this year. There is a significant chatter around the LGBTQ proud and out expressing their wishes for the V-Day

    Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, said: “Brands are constantly struggling today on making actionable implications from data.. With our Valentine day snapshot, we attempt showcasing how simple data points can change perspectives and focus areas for brand, business and communication.”

    Added Anjali Malthankar, National Strategy Director, Tonic Worldwide: “Gipsi is agile and adapts to multiple data points. It identifies the under currents and also validates them through various data points. The biggest insight for 2020 Valentine for me is that Valentine is being used for larger purposes – Green, LGBTQ, spreading love to fight Social media’s toxic sentiment. This in my mind is a rise of Valentine’s day in our country where it was seen as a western concept and had become a target for political agendas.”

     

     

  • The campaign builds on Dinshaw's well-entrenched trust and quality in a tongue-in-cheek manner

    Dinshaw’s gets into festive mood with new ad

    By A Correspondent

     

    With the onset of the festive season, Dinshaw’s Milk has unveiled its latest ad campaign across outdoor, digital, radio and local cable.

     

    On launching the new campaign, bosses Zervin Rana and Jamashp Bapuna said: “It is a strategically crafted milk campaign. We are sure the campaign communicates the trust and confidence that the brand enjoys. Moreover, it also brings focus to the milk features and qualities that make Dinshaw’s Milk a far better choice for the consumers.”

     

    Added Sanjeev Kotnala, Advisor 0 Brand and Marketing with Dinshaw’s: “We have been watching a trend in social media where people very playfully adds the name of the product and features to a book – film titles and dialogues. Moreover, traditionally in advertising, brands have borrowed imagery from films- like gabbar- Jai Veeru- Devdas- Mughl-e-azam just to name a few.  So, when our agency ‘Tonic Worldwide’ came up with such an idea, we found it interesting and decided to take this somewhat different if not unique disruptive route developed.

     

    So, it is a humorous way in which we have been engaging with the customers. We have integrated the three primary modes of consumption and use of milk. It is a three-phase campaign covering the use of milk for Tea, directly as nourishment and as an ingredient for making various dishes. The first phase of Dinshaw’s Tea with Tea is over and line like ‘Dinshaw’s Doodh dala toh Chai Jingalala’ and ‘Kya aapki chai mai Dinshaw’s doodh hai’ has been appreciated.”

     

    Said Sudish Balan of Tonic Worldwide: “The idea was to stay away from cliched routes that dairy product marketing has taken. As a brand Dinshaws is recognised for its quality products and hence with this campaign we wanted to focus on how we can generate buzz and recall for a category like milk. The quirky campaign, in a way, pays ode to the iconic ads, movie dialogue at the same time makes it buzzworthy and build recall.”

     

     

  • Tonic Worldwide will handle the social media presence, digital engagement, digital strategy and online reputation

    Tonic Worldwide wins digital mandate for Hiranandani

    By A Correspondent

     

    Tonic Worldwide has bagged the digital mandate for House of Hiranandani, the real estate company with a presence in Mumbai, Bengaluru, Chennai and Hyderabad.

     

    As part of its mandate, Tonic Worldwide will handle the social media presence, digital engagement, digital strategy and online reputation for House of Hiranandani. The account was won following a multi-agency pitch and will be handled out of Tonic Worldwide’s Mumbai office. The agency will also help House of Hiranandani leverage their online presence to identify leads among a diverse group of internet-savvy consumers and also execute multiple digital campaigns across the next few months to amplify House of Hiranandani’s brand and upcoming projects pan-India.

     

    Commenting on the new win, Chetan Asher, CEO, Tonic Worldwide, said: “We are extremely pleased to secure this mandate as it underlines our strong intent to develop our portfolio of real estate brands. House of Hiranandani has exemplified consistency and excellence in terms of their properties and we will translate these characteristics into a robust online presence for one of India’s most distinguished and acclaimed real estate firms.”

     

    Added Prashin Jhobalia, Vice President – Marketing Strategy, House of Hiranandani: “Today, brand identities are created at an incredible pace in the digital sphere – new as well as established brands cannot ignore social media platforms in their bid to stay relevant to their audience. House of Hiranandani has been a pioneer in creating communities with its distinct architecture, construction techniques and customer friendly approach and we now want to create like-minded communities on digital platforms through digitized personal engagements and conversations. This connect with existing and prospective customers will be a continuous brand exercise to replicate the physical brand in the digital space. Through this partnership we look forward to achieve a strong digital identity that is synonymous with the existing identity of the brand.”

     

     

  • The campaign focuses on celebrating the moments of happiness

    Tonic Worldwide creates #WakaoMoment for Dinshaw’s

    By A Correspondent

     

    Dinshaw’s Ice cream has launched its summer 2019 campaign titled, #WakaoMoment. The campaign focuses on celebrating the moments of happiness.

     

    The campaign is released dominantly in digital media and is supported by radio and outdoor in major markets of Maharashtra, Andhra Pradesh, Telangana, Chhattisgarh, Madhya Pradesh, Orissa and Uttar Pradesh.

     

    Said Jamashp Bapuna – Joint Managing Director and Zervin Rana – Director Sales & Marketing and Dinshaw’s Dairy Foods said: “Taste, quality, sensuality and romance have been overexploited in Ice Cream category. The consumer does not necessarily look for these. The brand needs to connect with them at their life moments and give them an emotional reason to engage. Hence the 2017 campaign celebrated friendship and togetherness under the theme was “Dil Ki Dosti pighalti Nahi” and 2018 campaign “Taste in tongue out” celebrated the temptation to eat ice cream. Salivating tongue-out whenever people see someone eating ice cream humorously represented it. The 2019 campaign addresses the core target group of today’s youth and tries to speak to them in their language. It is again slice-of-life representation. The brand is part of their life and is providing them with a new currency to express the excitement and happiness of their #WakaoMoment.”

     

    Added Sanjeev Kotnala, Marketing Advisor with the brand: “When you don’t have a word to express sudden happiness shout Wakao.  #WakaoMoments are simple moments and not rare in life. We have been conscious of the fact that the situations we use represent the lifestyle and local connections for the consumers in our markets. We are conscious of the fact that happiness should be the most democratized emotion and feeling. There is no measurement and process to evaluate happiness. But we through our own life, constraints and freedom, experiences and examples have created our measurement of happiness. So, it is entirely individualistic and unique for each one of us. And we have our unique ways to demonstrate happiness verbally and through actions. Just find a #WakaoMoment and celebrate it with Dinshaws Ice Creams.”

     

    Said Sudish Balan, Chief Business Officer, Tonic Worldwide: “Wakao is a creative expression for all celebratory moments and slice of life moments of happiness which strategically placed Dinshaw’s in the centre of all celebrations. The objective is to get people to celebrate all these moments with Dinshaw’s leading to brand love and sales. Additionally, it creates an emotional connect with youth audiences looking for a cool conversational lingo.”

     

     

  • The Gipsi team has designed a unique Hybrid approach to mine actionable insights from multiple data points

    Tonic Worldwide launches research arm, Gipsi

    By A Correspondent

     

    Digital agency Tonic Worldwide has launched its research division called Gipsi.

     

    This research division is being headed and driven by Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide and Anjali Malthankar, National Strategy Director, Tonic Worldwide.

     

    Unmisha Bhatt

    Commenting on this new initiative, Bhatt said: “This initiative comes as a breakthrough for us and further reinforces our human philosophy and consumer-first approach. The way consumer behavior is evolving, an amalgamation of both the traditional and online way of gathering data was much needed, to arrive at actionable insights. We feel the time is right for Gipsi’s official launch after having gained confidence from our existing clients and tremendous response from the new clients.”

     

    Anjali Malthankar

    Added Malthankar: “Gipsi answers clients’ need to understand the consumer who is online and offline across many categories. While the Hybrid approach by Gipsi was designed to move away from fragmented views to holistic views, we were pleasantly surprised with the outcomes of some of the categories such as intimate wear and QSR, which went beyond the brief and delighted clients by throwing up unexpected questions and answering them. We realised the secret ingredient in Gipsi is the power to swiftly connect numerous dots.”

     

     

  • The digital leg of the campaign, #IndiaInvited, conceptualised and executed by Tonic Worldwide

    Kotak 811’s initiative draws favourable response on digital

    By A Correspondent

     

    The #IndiaInvited campaign by Kotak 811 builds on the insight of inclusiveness for everyone irrespective of personal or physical characteristics and draws attention to how 811, just like a bench, does not discriminate against anyone and the messaging was led by the Bollywood Superstar Ranveer Singh.

     

    The digital leg of the campaign, #IndiaInvited, conceptualised and executed by Tonic Worldwide, extended an invitation to all Indians to be a part of the movement through various innovations.

     

    The digital campaign kicked-off with real stories of people who have faced discrimination in the face of opportunity. Later, every Indian who wanted to support the cause, got a chance to participate by sharing the frame with Ranveer Singh using a custom-made Kotak 811 AR filter. The idea was to use technology on one of the most popular social media platforms and simplify participation for users.

     

    The campaign followed the ‘Save the best for Last’ policy. As a conclusion for the power-packed, superstar-driven #IndiaInvited campaign, Kotak 811 launched a unique digital bench that called out to every Indian and urged them to join a movement towards an egalitarian society.

     

    The #IndiaInvited campaign got every Indian supporting the ‘no judgements’ and ‘no discrimination’ movement.

     

     

  • The video has multiple ingredient options and different users could choose their own favourite ingredients and make a different version of their recipe

    Tonic Worldwide executes brand campaign for Nutralite

    By A Correspondent

     

    Nutralite has launched its latest campaign that breaks the clutter by introducing interactive videos by Chef Sanjeev Kapoor. It shows Kapoor inviting users to choose their ingredients and guide him on making the recipe. The video has multiple ingredient options and different users could choose their own favourite ingredients and make a different version of their recipe in this interactive recipe video. The same video can produce different recipes depending on the choices made

     

    Said Chetan Asher, CEO and Co-Founder, Tonic Worldwide: “The spreads category is extremely challenging with brands that have deeper pockets and are well established. The need of the hour in this campaign was to ensure not just awareness of the new range but also encourage usage by showcasing recipes which are actually chosen and made by them.”

     

    Added Sachin Dingankar, Head of Marketing at Zydus Wellness: “Many mothers love to cook, but doing that along with one of the best chefs in the country is surely a valuable experience.  Using YouTube as the prime medium, the very idea of moving forward with a recipe according to the user’s preferences is unique. Along with this, the campaign has also provided a real-time picture of Nutralite Mayo’s functionality, which further drives through the impact of this campaign.”

     

     

  • Over the past three years, she has been an independent consultant for leading advertising and research firms

    Tonic ropes in Anjali Malthankar as NSD

    By A Correspondent

     

    Tonic Worldwide has appointed Anjali Malthankar as its National Strategy Director in India. Malthankar brings with her fourteen years of experience in the advertising industry – developing deep insights, building brands and understanding the art of decoding human behaviour.

     

    Prior to Tonic, she has worked with various agencies, such as Ogilvy & Mather, Law & Kenneth, DDB Mudra, Leo Burnett Orchard and Madison BMB. In her last full-time stint, Malthankar was leading strategic planning at Madison BMB. Over the past three years, she has been an independent consultant for leading advertising and research firms.

     

    Commenting on the appointment, Chetan Asher, Founder & CEO, Tonic Worldwide, said: “We are delighted to have Anjali on board with us. Anjali fuels our ambition to build communication that is human centric and her deep understanding of Indian consumers and cultural insights will balance our tech led future focused approach.”

     

    Talking about her new assignment, Malthankar said: “I am excited about sharing, learning and working with the young and energetic talent and proud to be part of a great leadership team. I really admire their people-centric approach in an industry where there is a high attrition rate and client relationships are short-term. Looking forward to shaping brands and cracking insightful work in a fast-paced digital world.”

     

     

  • Launch first ever Plantable Filters this World Environment Day

    Tonic Worldwide & Aditya Birla Group roll out #FilterTheFuture

    By A Correspondent

     

    This World Environment Day, the Aditya Birla Group took a pledge towards doing its bit to ensuring a green environment with the introduction of the first ever plantable filters on Facebook. These filters are features that can recognise human faces in photos in order to suggest graphics, like borders or stickers, to accompany the posts. Under this concept, which is designed by Tonic Worldwide, with every plantable filter that’s used on Facebook, the Aditya Birla Group will plant a tree with a pledge to #FiltertheFuture.

     

    Talking about this innovative pledge, Chetan Asher, CEO, Tonic Worldwide, said: “#FilterTheFuture is an enabler for a bigger cause. Sometimes a simple interaction can drive a larger action and that’s the beauty of technology.”

     

     

  • Prior to Tonic, Nambiar was at Wavemaker

    Tonic Worldwide ropes in Suraj Nambiar to lead South operations

    By A Correspondent

     

    Tonic Worldwide has appointed Suraj Nambiar as Managing Partner and media head in India. Nambiar will be leading the agency’s operations in South along with driving the National Media division, based out of their Bangalore office.

     

    Suraj Nambiar

    Prior to Tonic, Nambiar was at Wavemaker, where he was responsible for day-to-day operations of the digital division and managing key client relationships. He has worked with brands across many industries such as Tata Tea Global Beverages, Myntra, Arvind Brands, Enamor, Toyota, Amazon, Puma, Tanishq, 3M, Titan Industries, Mercedes Benz, DHL, Colgate, Nivea, Accenture, Kingfisher, Samsung, Make My Trip, Yahoo, Sony and Canon.

     

    Commenting on the appointment, Chetan Asher, Founder & CEO, Tonic Worldwide, said: “We are delighted to have Suraj on board with us. His vast experience of working across different ecosystems and his agency acumen would bring in better efficiency and increased creativity on the table. He also brings in the right kind of dynamism, an astute business sense and the ability to connect well with clients to drive the next phase of growth for our agency, especially in the Southern market.”

     

    Talking about his new assignment, Nambiar, said: “It’s exciting to work with such a dynamic team across creative, technology and media, layered with strong consumer data and insights.  I look forward to being a part of this wonderful people-centric leadership team. Keeping in mind the ever-changing digital ecosystem I believe Tonic Worldwide is poised to deliver in a manner that more than exceeds our client’s expectations, lifting them towards the next level of excellence.”

     

     

  • The digital campaign aims to make doors fun through the bittersweet banter of a new age couple

    Tonic Worldwide unveils new campaign for Asian Paints

    By A Correspondent

     

    Asian Paints has rolled out its latest digital campaign for Apcolite that is all about encouraging one to have fun with doors and windows, thereby exploring an aspect of home decor that was largely untouched.Tonic Worldwide has created the #SlamDoorsNoMore campaign for Asian Paints Apcolite Enamel.

     

    Said Sudish Balan, Chief Business Officer, Tonic Worldwide: “As William Wordsworth said, if the doors of perception were cleansed, everything will appear to man as it is, infinite. This was the overarching thought, the way we treat our doors is a reflection of the environment we have created for ourselves.  If a door is the first thing you see when you are about to enter your home, and if it pleases your cognitive sense, then it will elevate your mood too.”

     

    Added Amit Syngle, Chief Operating Officer, Asian Paints: “Asian Paints has identified itself as a partner for consumers in creating beautiful homes. Over the last decade, we have seen wall stencils and textures becoming an integral part of the home décor. Along with walls, furniture and other elements, doors also play a key role in accentuating the décor of one’s home. Ideas for doors is a simple, yet powerful element of a consumer’s decor journey.”

     

     

  • Aims to celebrate a stress free Diwali for the furry friends

    Tonic Worldwide partners Animal Matters to Me to help dogs distressed in Diwali

    By A Correspondent

     

    Keeping in mind the stress and restlessness dogs go through every year during Diwali due to noise pollution, Animals Matters To Me, an animal NGO committed to the welfare of all types of animals has collaborated with Tonic Worldwide to enable a solution for the same. They have launched a campaign #TurnOnTheWoofer which introduces specially composed therapeutic music for dogs.

     

    The campaign is supported by Sony Mix and aims at providing dogs a musical relief this festive season. Renowned Musician, Siddharth Basrur, has composed the music after weeks of research and trial with special low level beats and rhythm that has a soothing effect on Dogs.

     

    “Diwali is the most difficult time of the year for dogs and especially strays. I have seen them getting anxiety attacks and palpitations. They turn very restless and have no other option than to just bear the mental torture. It often takes weeks for them to come out of this trauma. So when this idea came up, I was elated to bring about some solution to help them. We played this music with over 150 dogs in our facility and it seemed to have a calming effect on most of them. Even some of the most hyperactive dogs became calm after listening to the music. We’ve started playing the music every day in our rehab center and it has showed us great results,” said Ganesh Nayak, founder of ‘Animals Matter To Me’.

     

    “With the insight that music has healing powers, we came about with this solution of specially composed music for our furry friends,” added Unmisha Bhatt, Chief Strategy Officer at Tonic Worldwide. “This campaign is a great example of how good intent, music, insights and technology can come together to create magic. The power of digital will be used to make this music accessible to anyone and everyone who cares about dogs and this cause,” Bhatt added.

     

    Said Ashwin Dutt, Creative Director at Tonic Worldwide: “The idea was to create something that not just helps dogs during Diwali but also during other occasions. I’m an animal-lover and I’ve seen dogs suffering during separation anxiety or situations such as bad weather. The music can also be used to calm down hyperactive dogs and whimpering puppies. We have also made the music freely available for everyone to download from www.turnonthewoofer.com.”