MxMIndia

Tag: Vasudha Narayanan

  • The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring

    Lowe Lintas Pune makes smiles count for Kirloskar

    By A Correspondent

     

    Close on the heels of the ‘Omnipresent’ campaign by the Kirloskar Group last year, Lowe Lintas, Pune has unveiled another campaign that communicates how it brings joy and enriches lives across customer segments. The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring. Thus the campaign idea of ‘Reverse Chain of Smiles’ was born.

     

    Commenting on the campaign, Madhav Chandrachud, President, Kirloskar Proprietary Limited said: “This is the sixth year of Kirloskar brand campaign in India and starting from ‘Engineering High-ground’ to ‘Positive Transformation’ to ‘The Invisible Yet Omnipresent’, the agency team has handled the communication seamlessly. Especially for engineering products, it’s critical that the communication is interesting enough for everyone to relate to. Also, the viewers need to emotionally connect with the brand without being burdened with the complex product stories. And when the brand is the leader, it needs to have a tone that steers clear of chest-thumping. We are happy to have a like-minded agency, partner us shoulder the brand custodianship over the years.”

     

    Speaking on the campaign thought, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said: “Kirloskar is a great brand. Very few brands command so much respect and trust from consumers. That’s why it was important for us to capture this trust and yet stand out. Tracking the source of a kid’s smile from an ice-cream to a field gave us the opportunity. The treatment might look simple, but it was quite challenging, both creatively and technically. A commercial in reverse is not something that you see or make every day. It was quite a challenge and fun to script, visualize, shoot and edit this film. Both creatively and technically.”

     

  • The campaign that has been conceptualized by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print

    Veedol assures consumers how to stay modern in latest campaign

    By A Correspondent

     

    Veedol has unveiled its latest campaign that celebrates evolution through a powerful thought – the tradition of staying modern. The objective is to reinforce Veedol’s unique position in the tractor lube market – a heritage brand that has continually kept in step with changing technologies.

     

    The campaign that has been conceptualised by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print. It has been launched in the Southern markets of India initially and will be rolled out across other states soon.

     

    Commenting on the campaign thought, J Ramesh, Executive Director, Tide Water Oil Co (India) Limited said, “Veedol has been a pioneering brand in tractor oils and greases, with a strong market presence over decades. Veedol continues to have excellent equity in traditional tractor markets in India. This campaign leverages Veedol’s heritage while reinforcing its core value of continual reinvention to keep in step with changing technologies.”

     

    Adding his thoughts on the campaign idea, DK Guha, Executive Director, LoweLintas Kolkata said: “The challenge for the agency was to leverage Veedol’s heritage in the tractor oil segment on the one hand while highlighting its modernity on the other. This evolved into an interesting idea that finally became the core of the campaign.”

     

    Explaining the creative thought process behind the campaign, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said, “Veedol, over the decades, have been so consistently improving their products in stride with the development of modern-day tractors – it’s almost become a ‘tradition’.And hence ‘Modern rehne ki ek Parampara’.”

     

  • Amitabh Bachchan to be seen in an all new avatar in the first ad campaign by the baby and kids space expert FirstCry.com

    Amitabh Bachchan endorses new campaign for FirstCry.com

    By A Correspondent

     

    FirstCry.com, Asia’s largest baby and kids store, has announced that Amitabh Bachchan will be the face of the brand. Firstcry.com is already the leading baby and kids player with its online, mobile and 125+ offline store presence. With the campaign, the brand aims to accelerate the growth and take the brand to a much larger parent base.

     

    Supam Maheshwari

    Speaking about the campaign, Supam Maheshwari, CEO and founder of Firstcry.com said “Over the last 4 years we have built an omni-channel business model that serves the largest variety of baby and kids products in express time. It is now time for us to scale up the model by raising awareness of FirstCry.com and building a brand that parents love”. The campaign, which has been conceptualized by Lowe Lintas Mumbai, works on the insight that parents feel great about having worked hard for their children, including shopping. The category is a high involvement category and FirstCry.com makes sure that parents have the best choices available both in types of products as well as numbers of products. On the one hand it means that parents are assured of finding the right product on Firstcry.com, but at the same time it makes ‘choosing one, not so easy.”

     

    Vasudha Narayanan, Executive Creative Director at Lowe Lintas Mumbai, said, “Mr Bachchan has never played the role of an indulgent grandpa. And that’s why he is a perfect fit for FirstCry.com. The magic in the films comes from the silliness and love between a grandpa and his granddaughter. He finds it easier to take care of her than indulge her. Because he knows ‘bachchonki shopping, bachchonkakhelnahin’.” The campaign has a series of films which will have Mr. Bachchan in a never seen before avatar. The child-like fun that he had while shooting the films reflects in some of the most endearing grandfather-granddaughter moments. He is a perfect fit for the brand because he is known to be a doting grandfather, he has been a trendsetter in adopting social media and technology and, last but not the least, he brings credibility that comes with his stature.”

     

  • The campaign aims to touch the hearts of consumers with a smile and not fear

    Lowe Lintas unveils new campaign for OneTouch

    By A Correspondent

     

    Lowe Lintas Mumbai has unveiled a new campaign for OneTouch titled “Khud Ki Care”, which propagates the habit of self-monitoring among diabetics in a friendly way. The campaign aims to touch the hearts of consumers with a smile and not fear. It has been developed based on the perception that diabetes is a disease that instills fear among diabetics and that this experience shouldn’t be pushed any further.

     

    “Sugar monitoring in day-to-day life is extremely important to keep diabetes in check and the film communicates this in a very nice, warm and a friendly manner,” said Sarosh Bharucha, Group Product Manager of OneTouch.

     

    The campaign talks about how diabetics are under a 24X7 check of their loved ones. The commercial, very light-heartedly captures the slice of life moments of a couple, played by Boman Irani and Simone Singh. Boman plays the doting and fun-loving husband while Simone justifies her role of being a loving yet strict wife who won’t take it easy when it comes to her husband’s health.

     

    On the creative approach taken for the campaign, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said, “Diabetes is a serious subject so we thought that the communication should be light-hearted.”

     

    The campaign comprises a master film which conveys to diabetics on why ‘Khud ki Care’ is vital. This main film is supported by 3 short films which promote the habit of regular exercise and following a controlled diet along with getting blood sugar tested regularly.