MUMBAI: Adult incontinence is considered a taboo across India and the topic is brushed under the carpet and ignored like it doesn’t exist. To address the issue, Friends Adults Diapers has launched the country’s first ever campaign for the category, bringing the spotlight on the subject, in a unique light-hearted manner that’s bound to resonate with people across the country.
With the campaign, Friends Adults Diapers aims is to blow the lid off the issue and show how liberating life can be again for a senior who is homebound due to incontinence; how one product can bring about a life-altering change in the lives of our elders and how accepting the problem and its solution can leave them with happiness and freedom in the last leg of their lives.
Nobel Hygiene VP marketing Kartik Johari says, “We are proud to launch the first ever campaign in this category which essentially aims to highlight one’s life after the use of adult diapers. Rather than painting a grim picture of the problem, we wanted our campaign to bring to light the joy and liberation a senior can experience after figuring out the solution.”
In India, 24 per cent of people undergo stress due to adult incontinence. This one problem has multiple causes, such as general ageing, paralysis, diabetes, and cancer. It can also lead to depression in seniors, as they tend to become more sedentary.
“There are many issues that are plaguing society yet remain unspoken. With this campaign, we hope to bring adult incontinence into mainstream conversation giving it the attention that it needs; so that lakhs of seniors do not suffer needlessly within their own homes”, adds Kartik.
MUMBAI: High-tech is changing the way we live. People take advantage of advances in technology but not so much when it comes to our home door locking system. A majority of people still use traditional locking systems which may not be enough to deter criminals from breaking in and taking valuable items.
What exactly does a burglar think while breaking in? How easy or difficult is it for him to intrude in our homes? Wouldn’t it be great if we could get these answers straight from the horse’s mouth?
That is exactly what Godrej has done in its latest campaign #HowSafeAreYou to raise awareness on home safety by releasing a series of three videos that ‘unlock the mind of a robber’. Urging homebuyers to be proactive in their approach to safety, Godrej Locks has launched a series of interviews on digital mediums that captured three reformed robbers speaking on their modus operandi. These videos go beyond giving consumers insights into what deters a robber from attacking a home and break a few myths too.
As a part of creating awareness about new and advanced locking solutions, Godrej worked closely with architects and carpenters by training them as a majority of purchase decisions in India about locking systems are directed to these professionals. Godrej Locking Solutions and Systems executive VP and head of business Shyam Motwani says the objective of the campaigns was to promote awareness on safety and the risk associated with it due to the lack of it.
The digital campaigns were created by Whyness Worldwide, which is fairly a new kid on the block, though the company is led by Ravi Deshpande who has been in the media world for quite some time. Motwani assigned creative duty to the agency as he believes Whyness team has adapted to the changing dynamics of the industry where agencies have to deliver more than the traditional advertising agencies.
It took a period of two months for the team to decide on the cast for the ads, which turned out to be actual former robbers. Produced by Blue Drop, the films are directed by Nikhil Mahajan and it took extensive research and meetings to source out three former robbers who were willing to speak about their extraordinary experiences and home safety tips on camera. The ad films were all shot in just a day’s time. The agency took utmost care that the real identities of the ex-robbers remains protected.
But why the agency decided on using real robbers, one may ask. To that, Whyness Worldwide vice president of creative Ranjit Sasidharan explains, “We asked ourselves, what would make the world sit up and take notice of the topic of home safety? The answer was, real ex-robbers revealing their modus operandi and offering home safety tips. An ex-robber speaking about robberies makes for an almost irresistible and disruptive digital content.”
Focused only in top metros as of yet, Godrej will use these digital ads in cinemas starting December which will also be supported by BTL activities to promote its safety mechanisms.
To this, Sasidharan from the agency adds, “The ex-robbers’ digital films are planned as part of a larger campaign to make Godrej Locks synonymous with safety. We shall be rolling out further additions to the campaign soon.”
Over the last few years, Godrej has seen a dynamic shift in its advertising spends. The company spends heavily on digital, a small amount on print and absolutely nothing on television. The company’s investment on digital is increasing 2x every year. Motwani says, “We are doubling our spends on digital and it is not only an increment by a certain percentage but rather on an exponential level. It will only grow further.”
Motwani didn’t reveal the company’s targeted revenue or expected margins as he is still waiting for the new GST regime to pan out completely. “We will be able to make assessments only by January or February,” he concludes.
MUMBAI: Viacom18 has launched a corporate brand film titled ‘Open New Worlds’. Conceptualised by Leo Burnett Orchard, the film commemorates the entertainment conglomerate’s completion of 10 years in India. The film will have an integrated reach and will be activated on touch points like outdoor, digital, in addition to the Viacom18 network.
The montage film portrays the impact Viacom18’s lines of business have had on Indians across geographies, different ages, backgrounds, platforms, cultures and interests through its properties on air, online, on ground, in shop and through cinema. The narrative of the film is held together by an inspiring rendition of the brand philosophy in the title track sung by singer Jubin Nautiyal.
Video Link: http://bit.ly/2hLk3l1
Viacom18 head of communications and CSR Sonia Huria says, “While deliberating on the singular theme that would best describe the corporate brand salience, the one thought that kept resurfacing throughout our varied businesses and brands was how Viacom18 has been encouraging everyday Indians to explore possibilities, push their own boundaries, embrace opportunities and challenge norms. This was the genesis of the brand promise of ‘Open New Worlds’.”
Leo Burnett Orchard executive creative director Amod Dani adds, “This project has been an interesting challenge right from the start. How do you introduce a decade-old media company, with immensely famous brands in its fold, that defines entertainment across genres, platforms and cultures, with a film that is more than just a corporate statement? The inspiring brand ethos that reflects the belief of the company helped us outline how each of Viacom18’s individual brands change lives of Indians every day. And how unlikely audiences connect with content, merchandise and derive inspiration and joy. Creating ‘Open New Worlds’ has been a highlight of our journey with the group, one that will live with us for a long time.”
MUMBAI: Madison Media has been appointed as the agency-on-record for Viacom18 and will now handle the media planning and buying duties for its entire gamut of brands. It won the account after a multi-agency pitch.
Viacom18 Group CEO Sudhanshu Vats says, “We have constantly endeavored to build a portfolio of iconic, distinctive brands and leverage synergies wherever possible. As we step into our next decade, the consolidation of our media duties under one agency will allow us to drive economies of scale and dial up synergies within the network. In Madison, we found a passionate, confident and committed partner with a varied body of work that cuts across industries.”
Madison group CEO of media and OOH Vikram Sakhuja adds, “It is particularly exciting to be chosen as Viacom18’s consolidated media AOR at a point in time when it has successfully celebrated its first decade and is poised to develop segmented offerings for 1.3 billion Indians. Viacom18 is the country’s foremost storyteller with leading brands in almost every broadcast genre it operates in. Add to that the allied businesses the network has invested in–merchandising and live events and for an agency nothing can be headier and more dynamic than being a partner in the marketing of such varied content.”
Madison Media has been in the news recently for winning key accounts of Titan, Sri Sri Tatva and Xiaomi in Bangalore, Uber in Delhi and Bandhan Bank in Kolkata, apart from winning a host of other accounts across its office in the country.
Viacom18 recently celebrated its 10th anniversary.
MUMBAI: Coca-Cola India has announced that it intends to make Thums Up the first home-grown brand to hit the $1 billion mark in the next two years. The company also announced the launch of its new variant, Thums Up Charged.
Coca-Cola India and South West Asia vice president of marketing Vijay Parasuraman says, “Thums Up believes in a unique expression of masculinity that challenges us to believe that ‘heroism is a choice’. By personifying this, the brand has become a metaphor for uncompromising attitude and unshakeable self-belief which inspires each of us to unleash our inner potential. This belief is crucial to Thums Up as it enables the brand to inspire millions of Indians and make them look up to Thums Up as an icon of masculinity. The launch of Thums Up Charged takes this iconicity to the next level and will help accelerate the journey to becoming the first home-grown billion dollar beverage brand.”
Thums Up ‘Charged’ contains the strong taste and offers extra ‘thunder’ to the consumers. The product launch will be supported through a robust integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising that will promote the brand’s great taste and functional stimulation.
The company and its bottlers will invest suitably in enhancing brand love, launching new packs, expanding distribution and augmenting manufacturing capacity to increase the sales of Thums Up by 2020.
Coca-Cola India has planned year-round celebrations on its successful completion of 40 years in India by launching new brand variants and strengthening operations and distribution. The company will be rolling out a series of initiatives including consumer-led engagement campaigns along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.
MUMBAI: Opel/Vauxhall, the British automobile company, has bought a new agency on board to handle its media mandate. Starting January next year, MediaCom will be responsible for the media strategy, the placement and the purchase of advertising space in all the European markets of Opel/Vauxhall.
“During the presentation of our plan for the future, PACE!, two weeks ago we announced that we would significantly increase the efficiency of our marketing spend. With the merger of our advertising budget within Groupe PSA, we achieve great synergies, which will clearly improve our cost efficiency right from the start of 2018”, says Opel Automobile GmbH managing director sales and marketing Peter Küspert.
“MediaCom is delighted to have earned the opportunity to apply its unique expertise and scale to Opel/Vauxhall in the years to come. These two brands, alongside Peugeot, Citroen and DS, are some of the most revered and historic in the automotive industry. We are very excited to have the opportunity to drive their global growth.” says MediaCom Worldwide chairman and CEO Stephen Allan.
MUMBAI: Tata Salt Lite has associated with the sixth edition of Colors Pinkathon in Mumbai. The run encourages women to adopt and promote fitness and health while creating awareness for breast cancer, bone health, thyroid disorder and other issues relating to women’s health.
Through the 10 km run, Tata Salt Lite reinstates the importance of taking control of one’s own health and nurturing oneself. As a part of the brand’s association with Colors Pinkathon, Tata has launched its #GoActive campaign through two digital films. The campaigns created by Ogilvy Mumbai inspire every woman, irrespective of her societal and financial status, to commit to an active lifestyle and take up running.
Ogilvy Mumbai senior vice president planning Anirban Roy says, “No matter how you run, where you run, when you run and from what you run, we believe our work will inspire women to adopt an active lifestyle. In an age when most brands struggle to get past her attention wall, it is an honest effort by a brand that has been championing societal health and well-being for decades.”
Tata Chemicals head marketing consumer products business Sagar Boke adds, “The first step in empowerment is taking control of one’s own health and nurturing oneself. By virtue of associating with Pinkathon, Tata Salt Lite seeks to motivate women to run for their health, regardless of what society dictates. Tata Salt Lite, a low sodium salt, is ideal for people who seek an active lifestyle. With the Pinkathon association, we not only hope to strengthen the brand’s health credentials but also create a strong emotional connect with its consumers.”
MUMBAI: Infinix Mobile from Transsion Holdings has announced a partnership with Mumbai City FC, the Hero ISL team owned by Bollywood actor Ranbir Kapoor. The partnership comes close on the heels of the global launch of Infinix’s flagship dual camera smartphone, the Zero5. Mumbai City FC are scheduled to play against Goa FC in their first home match on November 25
Said Kapoor, “We are very pleased to have a forward-thinking brand such as Infinix on board. Mumbai City FC shares the same passion as Infinix Mobile to expand and grow across the country and deliver a great experience. Football, as a sport, is growing and gaining popularity in India and we welcome Infinix to the Mumbai City FC family.”
Infinix Mobile senior vice president marketing Tathagat Jena added, “Mumbai City is an exciting team. The team and its owners are driven by performance and want to take this fabulous game forward by connecting with the youth. We, at Infinix, are extremely delighted with the partnership given a lot of similarities in our core philosophy of being game changers. With this association, we hope to bring more excitement to our fans.”
Globally, Infinix is a youth-centric brand and follows passion points closely. It aims to be an enabler of football, touching the hearts and minds of the younger generation in India. Infinix’s journey in India has just begun and it kick-starts with football.
MUMBAI: The internet has come a long way from connecting only mobile phones and laptops to include smart homes, wearable technology, and smart cities. With the growing recognition for Internet of Things (IoT), the market for IoT in India is poised to reach $9 billion by 2020.
To enable enterprises’ IoT adoption, Vodafone has launched SuperIoT comprising solutions like vehicle tracking, asset tracking (fixed and mobile) and people tracking (school students and employees). An industry-first solution, it enables end-to-end management of device, application, connectivity, service platform, support and security.
With SuperIoT, enterprises do not have to face the challenges of managing multiple suppliers and service providers. They can benefit from rapid application development, device management and analytics with the application enablement platform. They can also have better manageability and control of their assets through managed connectivity.
Vodafone business services director Nick Gliddon said, “As a global leader in IoT, Vodafone has worked closely with enterprises across various sectors like automotive, utilities, manufacturing, banking and logistics on their IoT deployments. We understood the need for an end-to-end, secure solution and with the launch of SuperIoT enterprises will be able to free themselves from the complexities and hassles of the IoT deployment process. This will be able to focus on business outcomes and accelerate their digital transformation by truly harnessing the power of IoT, driving innovation and growth.”
As per Vodafone’s ‘5th Annual IoT Barometer Report’, 81 per cent of Indian organisations feel IoT is key to digital transformation. While enterprises are becoming aware of the benefits that IoT can bring to their business, they face a host of problems when it comes to identifying and deploying the right IoT solutions–the marketplace is complex and filled with multiple vendors and multiple platforms. Even if they are able to conduct a pilot, they face challenges in scaling for production.
SuperIoT addresses these gaps by bringing together all aspects of IoT in one end-to-end solution, covering all the layers from device, application and managed connectivity to in-life support. Having one integrated solution from a single provider delivers unprecedented value to enterprise customers. SuperIoT enables faster time-to-market, while generating timely business insights in a managed service model that lets enterprises focus on their core business areas. SuperIoT thus has the potential to bring about a digital transformation in enterprises, and the nation at large, enabled by IoT.
Vodafone SuperIoT includes:
Vehicle Tracking: A cost-effective, end-to-end solution that allows customers to have real-time visibility of their fleet, monitor vehicle condition, receive alerts about faulty vehicles, reduce unplanned vehicle downtime and help maintain asset value, thus reducing overall operational costs, ensuring safety and improving customer satisfaction.
Mobile Asset Tracking: With this solution, customers can completely transform their supply chain and logistics operations, and deliver goods faster with more operational efficiency. It enables them to track the location and status of their assets, be it healthcare equipment, building materials, construction equipment, etc. thus enabling effective management of business
Fixed Asset Tracking:
Sales Generating assets : Transforming mere sales-generating assets into smart, connected assets which capture important data (such as location alerts, motion detection, operational status, estimated stock levels and usage, etc.) and deliver useful business insights for decision making and overall operations
Diesel Generator (Energy monitoring) : A diesel generator monitoring solution that enables you to monitor the total diesel consumption, energy output, load and kWh/litre ratio and much more, to improve the performance of generator, while reducing cost.
People Tracking
Employee Safety: A set of smart solutions which offers safety of employees in and out of the workplace, by combining RFID + GPS + GPRS enabled ID cards and wearables along with emergency call facilities to a central emergency response team
Student Safety Solution for Schools: Helping parents, school authorities and school bus transport managers keep track of their school children’s location through RFID + GPS + GPRS enabled ID cards and bus & campus readers, integrated with vehicle tracking and camera facilities.
MUMBAI: Cricketer Virat Kohli has unveiled his own brand One8 – a collection of athleisure wear in collaboration with PUMA, which will provide design, product, retail and communication channels for the brand. The launch of his brand is backed by the movement Come Out and Play, which aims to bring about a groundswell invoking Indians to adopt an active lifestyle, where playing is an integral part.
The name of the collection, One8, is derived from Virat’s jersey number, 18 – a number that is special to him and which he holds in high regard. The One8 logo is unique, quirky and stylish – reflective of Virat’s persona. While the One8 line currently comprises only athleisure apparel, others like performance apparel, footwear and accessories will be introduced in the upcoming season.
Virat Kohli says, “The One8 range is very close to my heart. It is my way of calling out to Indians to Come Out and Play, because feeling fit and looking active is a simple first step towards leading a more active lifestyle. The collection is very versatile and is a mix of fashion and functionality. I have been deeply invested in the design and ideation behind the products, with PUMA designers even browsing through my wardrobe for inspiration! Partnering with PUMA to create One8 is also great because the brand is such a fit with my personality and will ensure that One8 is constantly evolving.”
PUMA India managing director Abhishek Ganguly adds, “The One8 collection is the perfect blend of style and sport– for every person looking to easily transition from work to play. It reflects Virat’s effortless style, while staying true to his philosophy of an active lifestyle. We are excited to collaborate with him to launch his new brand, and drive this movement with him. Through this collaboration, PUMA will continue to create opportunities to inspire Indians to adopt fitness and sports in everyday life.”
Virat’s exclusive One8 collection is available at PUMA stores across the country and on in.puma.com. One8 will also be available on Myntra later in November 2017.
