MxMIndia

Tag: Triton

  • To launch Desi Szechwan

    Triton films for Mother’s Recipe

    By Our Staff

     

    Mother’s Recipe has unveiled a new TVC to launch Desi Szechwan under the brand name ‘Recipe’. The TVC will be shown on all major OTT platforms.

     

    Commenting on the latest TVC launch Sanjana Desai, Executive Director, Mother’s Recipe, said: “We understand the changing profiles, thought processes, preferences, and discerning tastes of millennials based on which we created a product like Desi Szechwan Chutney. The TVC campaign depicts the spicy twist the chutney adds to any dish. With the zest to live life to the fullest and with bubbling energy, today’s youth are more open to creating new experiences. With the launch of our latest TVC, we aim to connect with our audience with the theme that is most relevant, Life ko spicy banao which reflects that taste Szechwan adds to any dish.”

     

    Added Triton Communication Creative team: “The campaign was the outcome of research we conducted on current trends & consumer behaviour. We were excited and privileged to be a part of the team. In today’s fast-paced world, where everyone is stressed for time, our dependency on ready products has grown, yet without sacrificing taste or quality. The campaign’s Objective was to highlight the exciting flavours of the Szechwan chutney which can add a burst of flavours to both food & life.”

     

  • The pitch process that lasted around two months featured some of the leading agencies

    Triton wins Alliance Tire Group in a global pitch

    By A Correspondent

     

    Triton Communications has been awarded the brand strategy and creative mandate for ATG (Alliance Tire Group).

     

    Across six continents in over 120 countries, ATG (Alliance Tire Group) is a leading entity in the Off-Highway Tires (OHT) category. It constitutes three brands – Alliance, Galaxy and Primex. These brands were brought together under the ATG umbrella in a phased manner, from 2007. Alliance was the first brand to be acquired by ATG in early 2007, followed by Galaxy and Primex in the 2009. ATG achieved a global turnover in excess of $550 million in the year 2014.

     

    According to Harshawardhan Honmode, Executive Vice President (Marketing) ATG, “We have a vision to be amongst the top three global players in the off-highway tire market focused on agriculture, forestry and construction. We looked out for a partner to build our mother brand and the individual brands in sync with our vision and forte. After reviewing the presentations of various agencies, we decided to go ahead with Triton Communications.”

     

    As stated by Ashish Medhekar, Executive Director Triton Communications, “We are proud to have won the business on the basis of our work amidst a fiercely contested pitch. Whilst Make In India is the latest buzz, ATG is a brand that epitomizes this philosophy. We are confident in partnering ATG achieve their objectives look forward to a long and rewarding association.”

     

  • The man who created properties as 'Paani Ka Doctor' and many more has decided to call it a day

    Renton D’Sousa bids adieu to Triton

    By a correspondent

     

    “Paani Ka Doctor” is synonymous with the leading water purifier brand. But for everyone at Triton and some outside it, the man who created such properties and many more has decided to call it a day.

     

    Commenting the development, Ali Merchant, Director Triton said “Renton has been with us for over a decade and contributed to some solid and memorable brand building creative work for our clients. At the same time he has been responsible in the professional development of Triton especially for the people that have worked with him. His ‘never say die’ spirit will always be remembered. I will miss him at work and will remain his friend for all time to come. I wish him the very best in his next endeavour. I am sure he will do us proud.”

     

    Echoing Ali’s sentiments, Munawar Syed, Director Triton said, “Renton, a multi talented individual has been a key contributor to Triton’s rise and stability over many years. Such talent feeds on new challenges, new experiences and Renton’s stepping out from the warmth of Triton is in keeping with his desire to explore new horizons. I wish him a smooth journey.”

     

    Prior to joining Triton over ten years ago, Renton was the creative head of a few units at Lintas Mumbai. He has also been associated with Contract and Mudra. His next destination was not known as yet.

     

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

    AdStrat: Safe Drinking Water by Triton

    The Campaign:

    AquaSure Kitanu Magnet

    The Client: Eureka Forbes

    The Agency: Triton

    The Brief :

    To launch AquaSure’s Kitanu Magnet which has 100 crore active sites that attract and remove bacteria, virus and cysts from water. Thus, making drinking water 100% safe without the use of any chemicals.

     

    Any specific advisory from the client:

    To launch AquaSure’s new breakthrough water purification technology that gives you ‘Safest Drinking Water’ unlike inaccurate claims of some of the other water purifiers currently available in the market, some of them even using harmful chemicals for purification. The AquaSure process works most effectively due to 100 crore active sites that attract and remove bacteria, virus and cysts from water, more so without the use of any chemicals.

     

    Research insights:

    “For my family’s health, there can be no compromises in the safety of drinking water, It has to the safest or nothing”

    People are grudgingly aware that their cheaper & ineffective methods of water purification are grossly inadequate & (if known to them) are also acutely against the use of harmful chemicals for something that goes into their body.

     

    [youtube]http://www.youtube.com/watch?v=I7NoD8q0RyI[/youtube]

     

    The thought process behind the creative:

    Renton D’Souza, National Director – Creative and Strategy, Triton Communications Pvt Ltd, said,” It’s the role & responsibility of the ‘Water purification leadership company in India’ to make people aware of what is truly safest water. It was imperative to introduce ‘AquaSure’s breakthrough technology’ in a manner that is relevant, simple to understand & persuasive for the sake of their family’s health. It was important to have an impactful everyday life analogy to serve as an eye opener & make consumers wake up to reality to initiate action”.

     

    Media vehicles chosen:

    TV, Print, Digital & POS

     

    Key issues kept in mind while executing the ad:

    Bring out the technical excellence of the product that is not cold but relatable, is beneficial & empathizing while building on the emotional connect that the brand already enjoys with the consumer.Establish the promise of ‘100% Safe Water’ with the strong ‘Kitanu magnet’ led reason to believe.High quality graphics to depict devil-like harmful kitanus to shake consumers from their inertia.

     

     

    Does the treatment does justice to the brief?

    The treatment & execution is highly clutter breaking & impactful in media. Also the analogy is honest, relevant, simple & persuasive.

     

     

    Market and client feedback and follow-ups (if any):

    Highly effective balance of strategy & creative as well as rational & emotional connects that will change consumer perceptions and behavior.

    Will work to give business results.

     

     

    Credits:

     

    Company: Eureka Forbes Limited

    Brand: AquaSure Amrit with Kitanu Magnet

    Creative Agency: Triton Communications, Mumbai

    National Director – Creative and Strategy : Renton D’Sousa

    Creative Team :  Vinayak Pattar (Creative Director), Atul Purohit (Creative Director), Arun Balgopal (Art Director)

    Account Management Team: Kim Solomon (Sr. Vice President), Chirag Tana (Client Services Director)

    Media Agency: Triton Media

    Production House: Milestone Films

    Producer: Ajay Wasu