MxMIndia

Tag: Viren Popli

  • The communication embodies how Swaraj has been nurturing relationships since 1974

    Swaraj appeals to the farmer community with latest film

    By A Correspondent

     

    Swaraj Tractors, a part of the US $19 billion Mahindra Group, launched a new television commercial tilted Mera Swaraj. The new TVC showcases the spirit of the endearing relationship that takes Swaraj tractor closer to the hearts of farmers and all its stakeholders, alike.

     

    Speaking about the commercial, Viren Popli, Chief Operating Officer, Swaraj Division M & M Ltd said: “At Swaraj Tractors, we have a long and close association with the Indian farmer and the ‘Mera Swaraj’ commercial is a true reflection of that sentiment. Over the years, we realized that the Swaraj brand is associated with a lot of pride of ownership and it is this emotion that we have attempted to communicate through this recently launched commercial. In fact, the Swaraj brand belongs to all of us and it is this unique aspect of the brand that we have dwelt upon in a relatable way in the “Mera Swaraj” commercial.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “During the ideation process, I visited the Swaraj factory along with my team. In many ways, the film wrote itself during the visit. Personally, in all my years in advertising, I haven’t seen an organization like Swaraj. The chemistry between the employees was palpable. Every person I met from the COO downwards was insanely proud of what they were doing. I sensed a real love for soil, for water, for land, and the very act of creation that we laymen call farming.”

     

     

  • No matter how interesting the idea… If the technology doesn’t deliver, neither will the message, says Viren Popli

    The Anchor: Viren Popli on 5 things mobile advertising in India should adopt

    By Viren Popli

     

    It is not internet advertising:

    Don’t treat it like internet advertising – banners, spam, CTR, CPI. It didn’t work, doesn’t work and will not work.

     

    More co-operation needed:

    Handset manufacturer, content owner and telecom companies need to work together and maybe share 30-30-30 and give the tech/reseller 10.

     

    Don’t interrupt conversation:

    Use waiting times when we are staring at a blank screen, or listening to a dumb audio sound for advertising. Keep it out of my real conversation.

     

    Consumer is the king:

    Allow consumers to select brands he wants to hear from, and ads he wants people to see when they reach out to him. After all, many of us use brands to define our personality – give him a piece of the action.

     

    More engineers in creative agencies:

    Have creative agencies hire more engineers and put them on par with the “creative types” – create internal stress. You can’t separate the technology from the message. So no matter how interesting the idea… If the technology doesn’t deliver, neither will the message.

     

    Viren Popli is Senior Vice President – Strategy and Market Development at Mahindra & Mahindra