By A Correspondent
TVS Motor Company launched a new advertising campaign for their its scooter brand TVS WEGO. The commercial, conceptualised by Dentsu India, celebrates the TVS WEGO by “showcasing what makes it a symbol of quality and a two-time winner of the prestigious JD Power Awardsâ€.
The TVC aims to highlight the features like body balance technology, full metal body, USB-charging port, SBS technology, external fuel fill, digital speedometer and “best-in-class†mileage.
By A Correspondent
Adhesive brand leader Fevicol has rolled out a new ad campaign series on television to stay connected and strike an emotional cord around the festival season.
In the new TVC developed by O&M, the communication is more than just functional, and has kept in line with product attribution especially with the use of Fevicol mascots – The Elephants. Fevicol has taken an interesting route of animation advertising and brought its elephants to life. The animated elephants have maintained the wit and humor quotient as in a Fevicol fashion way. The TVC reinforces the promise of a strong bond of togetherness on the festive occasion of Raksha Bandhan.
| [youtube width=”300″ height=”220″]http://www.youtube.com/watch?v=0CokBVtn73o[/youtube] |
Agency:Â Ogilvy & Mather, Mumbai.
Creative team : Piyush Pandey, Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav & Chirayu Palande.
Account Management team: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar.
Director : Vaibhav Kumaresh
By A Correspondent
Credit info company Credit Information Bureau (India) Limited (CIBIL) has launched its first ever television commercial focusing on the importance that the CIBIL TransUnion Score has for individuals when applying for loans and credit cards from banks and credit institutions.
Commenting on the campaign, CIBIL MD Arun Thukral said: “The CIBIL TransUnion Score and credit report have been key criteria in lending decisions in India for a large part of the last decade. Our campaign carries a simple yet compelling message. It emphasizes the importance that the CIBIL TransUnion Score has in the lending process and hence, creates the possibility of providing consumers access to loans more easily.”
While explaining the concept of the TVC, Harshala Chandorkar, Senior VP, Consumer Relations & Communications said: “The philosophy that we at CIBIL embrace is: you are a product of what you have created. Being diligent with payments builds “reputational collateral” and you no longer have to rely on family, connections or assistance from anybody as long as you have control of your own financial destiny. Â This basic philosophy was weaved in with the focus of the TV Commercial which is the CIBIL”
PostScript Advertising was the creative agency and the TVC was directed by Shivendra Singh of Dungarpur Films.
By A Correspondent
DS Group launched a new campaign for its confectionary brand Pass Pass, the branded mouth freshener. Pass Pass leverages the opportunity of bringing people and relationships closer once again. And that became the centrepiece of its positioning: Human bonding and Closeness. It’s new. But it’s also timeless.
The new campaign, with TV playing the pivotal role, creates imagery stemming from the positioning of closeness. The brand creates a world that enables these many moments in many different ways for all kinds of people, using different touch points in the ecosystem: social media, radio, real-world experiential engagement, and point of sale activities.
The TVC drives home the point, through collection of visual montages shot in scenic locations, that closeness isn’t limited by age and shows both young as well as old people sharing moments of closeness.
The film opens with a young woman opening the window of a car and letting the sunshine in. Next we see a young woman walking away after having opened a door. Then we are shown a man and a woman whose hands touch as they are passing by and the woman turns around and walks away smiling. After this, we see a man coming up and greeting a young lady who is holding a Pass Pass family pack seated with her friends who is very happy to see him and beams widely. We cut to a middle-aged man picking up his woman, almost suddenly, in an open field. We then see a bunch of young men and women holding hands on a terrace and grooving to music, as one of them passes on a sachet of Pass Pass.
We see more people coming together and connecting like a young man teaches a much older woman how to ride a scooter, youngsters bonding over a bonfire and a guitar tune. The film ends with people from all age groups coming together and sharing moments over a dinner on a terrace lit by lamps.
The film has a duet of a male voice over with an interlude of a female singer. The male voice over beckons us to ‘khidikiyan kholdo, darwaazon ko khula chodh do, haathon ki phire se haathon mein daalo, kisi ko gudh gudao, kisi ko gaud uthao, dosti karo, mohabbat karo, gale milo, aankh milao, kisi ko phir apna banao, taaya taayi mausa mausi sab se pyaar karo, raho hamesha pass pass’. In between this warm friendly voice over, the female singer takes off with the lyrics ‘pass pass aao, mahaul mehkao’.
“The film celebrates human bonding. You don’t have to be young to enjoy moments that you are spending together. The world seems to be drifting apart with technology pulling people into lives that are largely individual. Today people are caught with themselves, their own lives, more than ever before. Increasingly, people are spending time with gadgets like laptops, cellphones and their work lives. Facebook, Twitter, Whatsapp etc do bring people together but limits physical interaction. You can’t shake hands with a laptop or tickle a cellphone can you?” said Titus Upputuru, NCD, Dentsu Marcom.
The campaign has a lyrical quality to it. “We have had jingle based films and we have had films led by voice over. Seldom do we have them coming together in the same communication. We have had this combination in films like Silsila where Amitabh Bachchan’s deep voice over is interspersed with Lata Mangeshkar’s Ye kahan se aagaye hum. The Pass Pass film attempts to recreate the magic of voice over and song to leave the viewers wanting more,” he said.
Rajeev Jain, Sr General Manager, Marketing, DS Group said, “Pass Pass has built its equity from its ubiquity and has established itself as a brand that inspires togetherness and stands for  ‘Human bonding and Closeness’. The campaign also focuses on the message that Pass Pass has become a part of the lives of many Indians’ as their favourite branded after mint and it encourages people to come together, no matter what the age is. It also says that family is the new friend. Generation gap is now a gap too thin and is a myth in today’s world.”
Each element of the campaign invokes people to come together and get close to each other.  The print and POS shows people coming together with evocative lines like ‘Haathon ka tanha tehelne na do’.
Credits:
Client: Dharampal Satyapal Ltd
Creative Agency: Dentsu Marcom Pvt Ltd
Account management: Sunita Prakash, Payal Dhawan
Planning: Narayan Devanathan, Rabia Sooch
National Creative Director: Titus Upputuru
Creative Team: Jitendra Kaushik, Richa Sharma, Anees Aazar
Director (of the film): Shashank Chaturvedi (Bob)
Production House: Good Morning Films
Music: Anandh
Working title of film: Pass Pass - Raho Hamesha Pass Pass
Duration: 45sec, 30sec, 20sec and 10sec
Campaign breaks as of: May last week (27th May)
Exposure (mediums used): Television, Digital, Radio and BTL activations & POP materials.
Broadcast duration: 8 Weeks
By A Correspondent
When Taproot was retained by mobile maker Karbonn as its agency some 10 months back, it was expected to bring in some ‘kamaal’ ke creatives.
There have been some interesting campaigns crafted like the one for the Duple series that showed users doing two things at a time and another which is currently on air for the Karbonn Titanium S5 that shows youth using some of the new age features of the phone in a quirky way.
For the Karbonn Ta-Fone tablet which is being billed as an alternative to the laptop, the TVC shows various youth throwing and getting rid of their laptops in some interesting situations.
Says Santosh Padhi, Chief Creative Officer and Co-founder, Taproot India, on the strategy: “When a product like the TA-Fone, which delivers more than what any laptop would do, why will the youth carry such a burden on him, as it is there is too much on their shoulder these days. Instead of just taking this true consumer insight forward, we decided to bring the youthful attitude and quark, by showing youths getting rid of their laptops in their way, in style. Also, enough has been done and said in this category, if you are not the first, you rather have something to offer and the communication has to play a very important role, which we feel this TVC has the power to be on top of their minds.”
Says Razneesh Ghai, Director, Karbonn, on the TVC: “I think with this spot we have managed to create a profound, original TVC. It was quite a challenge to shoot in around Mumbai and the make the spot look really contemporary and stylish keeping in mind the good work that is happening all across the globe.”
Credits
Agency: Taproot IndiaÂ
Creative director: Santosh Padhi, Agnello Dias
Writer: Santosh Padhi, Pallavi Chakaravati
Production house: Asylum Films
Director: Razneesh Ghai
By A Correspondent
Lenovo India has released its latest television commercial that showcases a new range of smartphones for the Indian market.
The premise of the new advertisement revolves around the fact that smartphones are one of the most personal devices, and are an extension of one’s personality. The focus is on ‘Hands’ of different sets of ‘Doers’ – a base jumper, a guitarist, a chef, a painter, a surfer girl, a young traveller, a ballerina, group of bikers, and a group of youngsters partying. These are the same ‘Hands that hold a Lenovo’ and ‘Do More’ with their phones, tying in with Lenovo’s brand campaign ‘For Those Who Do’.
Speaking on the new commercial release, Shailendra Katyal, Director – Consumer Business, Lenovo India, said, “With this launch Lenovo continues its drive to leadership in the PC plus era and takes forward the ‘For Those Who Do’ platform. Our smartphones are synonymous with style, performance and quality, making them an ideal choice for the youth. As a brand, we are focused on empowering the youth with ‘tools’ that allow them to follow their passion, and succeed and transform their lives.”
Rajiv Rao, Creative Director, Ogilvy India said, “In a market that is cluttered with various smartphone brands, the idea was to highlight Lenovo as a brand that has not only aspirational value, but also a strong connect with the youth. In short, it is an ode to what is the most personal and capable tool of ‘Doers’.”
By A Correspondent
Cadbury India, a part of Mondelez International, has announced the launch of a new TVC campaign for Oreo Choco Creme. Showing the playful relationship shared by two brothers, the ad campaign captures the essence of the brand – a complete chocolaty treat.
Developed by Interface Communications, the ad is based on the insight that consumers love Oreo for its delicious chocolaty sandwich experience. It shows two young boys, a teenager and his inquisitive little brother, enjoying Oreo Choco Creme and getting confused as to which is more chocolaty – the cream or the cookie. As there is cocoa in both the cream and the cookie, that’s one debate that they find impossible to win, and end up switching sides multiple times.
Speaking on the campaign, Chella Pandyan, Associate Vice President – Marketing, Biscuits, Mondelez International, said, “It’s well-established that chocolate is India’s favourite cream flavour. The TVC highlights the delightful dilemma the two brothers face.”
Robby Mathew, National Creative Director, Interface Communications, added, “The campaign idea banks on the unique relationship that siblings share. What starts off as a coach-student relationship turns into one of equals, as they together discover Oreo Choco Creme’s double chocolaty delight.”
By A Correspondent
After refreshing the content and introducing four new shows, Zee Khana Khazana is all set to present its first television ad. Through the ad the channel aims to reinforce its positioning through its tagline ‘Ab Khana Sawal Nahi, Lajawab Hai!’
‘Kal kya banaoon?’ the thought behind the TVC, captures the mindset of every housewife, which is full of questions when it comes to making the everyday meal. It is an insight, picked from their everyday life, which reverberates with them daily. The TVC shows a day in the life of a housewife who battles with the question kal kya banaoon all day, without getting an answer from anyone. Finally, she finds the answer in her own living room, with Zee Khana Khazana. Mansi Parekh, a popular television actress will be seen portraying the role of the worried Indian housewife, with ‘kal kya banaoon’ thought always on her mind.
Amit Nair, Business Head, Zee Khana Khazana says “We realized that today’s homemaker is fighting an everyday battle in the kitchen, all alone; because there is no bigger challenge than rustling up tasty, exciting and nutritious meals for her family, day after day. Inevitably, she grapples with numerous food-related questions every day. With this ad we want to strengthen Zee Khana Khazana’s commitment to solve every woman’s food-related query. Scarecrow has done a fabulous job in presenting our proposition on screen. We are confident that our ad will appeal to our target audience.”
Agency name: Scarecrow Communications
Creative Team: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal, Sushil Chintak.
Account Management: Arunava Sengupta, Amitabh Sreedharan, Ankita Ray, Benny Thomas
Director: Krish (Radhakrishna Jagarlamudi)
Producer: Satish Fenn
Production house: Ever After
By A Correspondent
Samsung Electronics has announced a new TVC aimed as a consumer connect initiative to showcase Galaxy Grand, recently introduced Dual SIM Smartphone in India. The commercial, conceptualized by Leo Burnett is aimed at the middle segment and bring outs fun, style and passion of everyday moments of a user.
Strongly focused on creating a work life balance between personal and professional lives of youngsters, the TVC creates synergy between the consumers and the features of the Galaxy Grand by showcasing aspirations, passions and hobbies of an ambitious and confident individual. It begins with a young male professional aspiring to live a grand life by travelling by bike to see mountains kiss clouds, sky changing colours to every possible shade. He wishes to capture his memories with big screen experience & stay connected with his friends. Next thing you know, he mentions about reserving special place to watch movies. A super appears in the foreground that reads: ‘Samsung Galaxy Grand.
It encourages younger generation to capture personal moments through technology purchase of the right smartphone in spite of budgetary constraints and highlights top-end hardware and software features with a very attractive price of Galaxy Grand.
The TVC will be aired across Hindi and English entertainment and movie channels.
Credits:
Client: Â Samsung India Electronics Ltd
Agency: Â Leo Burnett
Creative: Sainath Saraban, Sumit Negi
Account management: Ravpreet Ganesh, Ankur Bora, Rohan Bharel
Account planning: Megha Deorani
Production house: Cutting Edge Pictures
Director: Julien Trousselier
Producer: Billoo Sandhu
Executive producer/Associate producer:
Director of photography: Daniel
Music director: Rupert
Post house: After Post
By A Correspondent
Aptech’s education brand, Arena Animation has created the first 3D stereoscopy commercial. The commercial named as ‘Dudolls’ is the first ever TVC produced inIndiathat has undergone a 3D stereoscopy conversion. It means that the TVC can be viewed on any 3D supported device like 3D cinema theatre and 3D monitors.
‘Dudolls’ has been created by the reputed production house, Talking Donkeys for Arena. It shows playful animated characters (named Dudolls) in an Arena centre and the backdrop showcases facilities provided by Arena Animation to their students.
The TVC is already being aired on many national TV channels. However, the 3D stereoscopy output will be seen in multiplexes in 3D movies. It would be seamlessly built into the ad slot during the 3D films. It is meant for any 3D device that includes television and mobile phones. The advertisement is also expected to run on the 3D televisions of the future.
The concept is to showcase Animation & Multimedia as a fun and rewarding career.
The concept has been collaboratively built by the marketing team at Arena & the creative agency, Quadrum Solutions.
Speaking at the launch, Mr. Ninad Karpe, MD & CEO, Aptech Ltd said: “We have moved a step further in the world of animation with our latest TVC in 3D. It will help us reiterate ourselves as leaders in the animation arena and expand in our category. ‘Dudolls’ just reiterates how animation is gaining prominence and has become a coveted career of the youth.â€
Sonya Banerjee, Marketing Head, Aptech added: “We made a 3D commercial foreseeing the trend in 3D content. Planning on this required a foresight to integrate the 3D vision early in storyboarding stage and not as an after thought.â€