Category: Brands

Fevicol Champions’ Club- “Shram Daan Diwas” Bags Best CSR at Loyalty Awards

MUMBAI: Shram Daan Diwas 2013, an initiative by Fevicol Champions’ Club (FCC), bagged the prestigious Loyalty Awards for Best CSR initiative category. Shram Daan Diwas, an annual event of Fevicol Champions Club, was organized on 20th December 2013. 22000 contractors and wood workers across 145 cities in India came together to donate a day of their labour towards repair work at almost 325 needy institutes. This year the focus was on institutions caring for underprivileged children. Over 40,000 kids were impacted through this initiative.

Mr. Prabhakar Jain, Global CEO, Fevicol Division, Pidilite Industries upon receiving the award said, “We are proud and honoured to have achieved this feat. We thank the institution of Loyalty Awards for recognizing the hard work done by the FCC members. It is an inspiring and motivating initiative by FCC and we are humbled by their heartfelt gesture.”

In Mumbai, over 600 FCC members participated in the Shram Dan Diwas by conducting repair work at over 21 needy organizations including schools for specially abled, municipal schools, and government schools. This unique community initiative witnessed the woodworkers and contractors conduct their activities across various beneficiary schools and institutions.

FCC is an exclusive club for wood working contractors launched in 2002. In 2011, on the eve of its anniversary celebration, FCC members vouched to donate a day of their labour towards the betterment of the underprivileged section of the society at large the materials and other supplies thus required are given by Fevicol, absolutely free. Shram Daan Divas is a social welfare outreach initiative from FCC and is conducted with the sole purpose to augment and uplift the socio – economic section of the society by mending or repairing the broken furniture. Shram Daan Divas has grown leaps and bounds by making a mark and entering into Limca Book of Records, Asian Book of Records among others.

The Loyalty awards were given away as a part of the Loyalty Summit and are the premier awards for the loyalty programs in the Industry.

February 11, 2014
AMtouriserIN BAGtheAwards in Realtime on socialmedia

MUMBAI: Sunday, January 26, at a time when millions of Indians were glued to their TV sets for one the most awaited Bollywood Award Ceremonies, the social media world was going abuzz with an award ceremony of its own.

Capturing the hearts of youthful, vibrant and super active followers and influencers in the Twitter world, American Tourister was hosting an award ceremony like never before. With every matching award in real time on television there was a category or an award being announced in the social media world with the hash tag #BAGtheAwards and @AMtouristerIN

Reaching out directly to its consumers, the American Tourister handle created one of the biggest mass engagements in real – time. A burst of contests that matched the exact pattern as the awards, winner announcements, timely and innovative creatives with its products made the social experience lively and engaging. What followed was beyond expectations:-

•Within the first 30 minutes of both the awards going live, influencers began tweeting a fun contest on twitter #BAGtheAwards

•Contests that asked users to nominate their friends for Best Actor, Best Singer, Best
Director, Life Time Achievement award amongst others went viral in a matter of minutes

•Within the first 60 minutes, we #BAGtheAwards was trending at #1

•American Tourister made it to Trendsmap India in no time

•In less than 4 hours we were ranked as the 6th most trending topic across India

•Our innovative movie posters combined with movie trivia got a phenomenal response

•We had our own Mr. Bagchhan, towering over others on stage in real time

•Icing on the cake: Consumers started trending #BAGtheAwards along with Bollywood actors and the awards, creating a seamless synergy of interests

•Direct one-on-one tweets with the audiences won more than just a round of applause

•#CreativitykaBaap, #Hatsoff, #ClassicallyWild were just some of our recognitions

•In 4 hours, American Tourister acquired

•240 Followers, 2.1 mentions per minute, for the brand

•More than 3000+ Brand Mentions

•Was viewed by 7.5 Lakh unique users

•8.5 Million Timeline impressions delivered in Twitter nd more….

Celebrating the success, Anushree Tainwala, Director Marketing, Samsonite South Asia Pvt Ltd said: “#Bagtheawards campaign is one of the best examples of smart and effective integration of a Brand with an event. It ensured we reached out to our core audience. It was heartening to see the participation in the activity with so much enthusiasm. The big learning for us was, creativity, coupled with intelligent use of Social Networks can be an effective substitute for huge media spends and sponsorships”

Driving the creativity, Ankit Mishra, Chief- Brand Strategy, Eccentric Engine said “An activity like #Bagtheawards shows our intent, of establishing American Tourister as one of the smartest Brands on Digital in India. Our strategy is to leverage the power of Real Time Marketing. This kind of creativity will help us cut through the clutter and redefine the Vanity Metrics currently being used to assess the impact of a Social media activity”

In 2014, American Tourister aims to direct a large amount of its brand building efforts in the social media space. The campaigns will not only reach out to its young, youthful set of customers but also aim to set benchmarks for innovation and real time social media activities.

February 10, 2014
DC Design unveils two new cars at Auto Expo 2014

NEW DELHI: India’s premier automotive design and specialist car manufacturer DC Design is ready with two exciting new concepts to delight automobile enthusiasts at the 2014 Auto Expo. Keeping in line with the firm’s philosophy and also its previous track record for delivering drop dead gorgeously styled vehicles, the two new concept cars are production bound in 2016.

The DC Eleron and the DC Tia represent DC Design’s ability to conceive an idea for various niche segments and then design and develop a vehicle with unique attributes that go beyond mere style. While the Eleron is an open Targa-topped SUV with radical lines, the Tia is a nifty two-seater runabout for town use with outrageously crafted lines yet packing in a proven small driveline.

Both the cars were unveiled today by the award winning actress and style icon Kareena Kapoor Khan and Mr. Dilip Chhabria, Founder, DC Design. Speaking at the launch, Mr. Chhabria said, “I want the most desirable car in the world to bear a ‘Made in India’ tag. For Avanti which we launched two years ago we are looking at manufacturing 2000 units per annum starting third quarter of this year. For Eleron and Tia we are looking at 500 units and 1000 units per annum respectively by 2016. We have currently invested in the excess of INR 85 crores for the production of Avanti and INR 50 crores each for the production of Eleron and Tia so far and are looking at further investments in the coming future. We aren’t a global player; we will not build millions of cars a year, but I promise you, the few thousand that we will put out every year will be the sexiest cars on Indian roads.”

Making heads turn at the launch Kareena Kapoor Khan also added, “It gives me immense pleasure to be a part of such a remarkable launch. DC Design is clearly the most prominent and promising name in the Indian automotive design industry. Both Eleron and Tia are spectacular looking cars and are sure to create a buzz amongst Indian auto enthusiasts. I wish the team the very best for these car launches.”

The Eleron is DC Design’s high-end take for a top line SUV with a difference! The name has been phonetically conceived from the aeronautic term ‘aileron’ given that the nature of the car’s design takes in a supposedly duo-layered approach as regards its bodywork, the upper half seemingly floating on the lower base whichever way you tend to look at it.

From the deliciously overwhelming Eleron SUV, DC Design moves fast-forward to the mega-mini segment with its all-new two-seater runabout the DC Tia! It isn’t difficult to understand why such a car given its small footprint but with radical turnout given that the Indian car market’s fortune lies at the base of the pyramid and this is where an added premium positioning is ripe for the times. DC Tia again treads the space frame chassis route with carbon composite bodywork – a sure shot recipe for strength and structural integrity while keeping weight down to a bare minimum.

February 7, 2014
India through LG’s (curved) eyes!

MUMBAI: If the penetration of mobile phones in the country is anything to go by, we would realise that talking to our loved ones is one of the most treasured activities.

And giving the consumers the best way to enjoy their conversations are the mobile companies which come up with new technology with the launch of new models every now and then. This time around, it is LG that launched its G-Flex mobile handset.

The hi-end phone was officially launched in the country today (6 Feb). LG G Flex, the latest device in LG’s premium G Series, is designed to fit the palm of the hand and follow the contour of the face.

To showcase its special features, the mobile company collaborated with photographer Atul Kasbekar and his 12 photographers to come up with a campaign – “India at 67”.

“The main aim of the campaign is to showcase India as it is in the present. It also symbolises the ‘now’ and the ever changing future of India which is similar to a transformative and disruptive brand like LG,” says LG Mobiles marketing head Amit Gujral.

On Republic Day, the 12 photographers stepped out to capture “India” over 24 hours from midnight to midnight through the G-Flex. The campaign (showcasing these pictures) will be promoted on the digital platforms which according to the company will give it the most exposure. The campaign will be created and promoted in-house before other platforms are explored.

When asked about how different the phone is from the rest, Gujral remarks, “It is the world’s first phone which has curves and flexible displays,” adding that the vertical curve creates an environment where users can be immersed when viewing videos or playing games in landscape mode.

The six-inch OLED screen android is priced at Rs 69,999. Commenting on the hi-end price, Gujral says that today the market has an equal opportunity wherein people are willing to shell out a lot of money for the quality provided.

February 6, 2014
Tupperware promises to keep your health at the forefront

MUMBAI: As we move into a New Year, most of us have made resolutions of eating right to get fit and stay fit. Keeping in mind this solemn oath that most of us have made to ourselves, Tupperware India, the leader in innovative branded food storage, preparation and serving products now takes a step forward, by introducing Tupperware Ultimo ‘Steam it’ as the ultimate product for all steaming solutions for keeping your health at the forefront.

Steaming is one of the best cooking methods for maximizing the natural taste and color of food, while retaining most of its natural nutrients. Steaming vegetables not only preserves their nutrients, but also brings out their colour and enhances their flavour. With the ‘Steam it’, now making nutritious, delicious, light and low-calorie steamed recipes has become very easy.

Tupperware’s office campaign is yet another endeavour to conveniently provide customers with healthy, tasty food by using the method of steaming. The activity in offices is designed to break the office monotony by creating interesting and informative short breaks educating office goers on steaming and other Tupperware products along with fun-games along with highlighting the opportunity for empowerment of women. Tupperware’s office campaign will run across over 180 corporate offices in cities all over India.

DDB MudraMax team effectively created visibility and awareness about Tupperware. The team created artistic display rack to introduce the new range of offerings. The on ground activation is ongoing at different 180 corporate offices and parks with customized set up. The campaign with target group of office going people is ongoing in eight metros till 28th February 2014.

Talking about this initiative, Chandan Dang, Chief Marketing Officer, Tupperware India says, “This New Year, Tupperware remains focussed on promoting healthy eating. Through products like ‘Steam it’ and other products in our range, Tupperware is on a mission to educate people on the significance of eating light and healthy, staying fit, and steamed food is definitely a route towards a healthier life. We want to inspire people to minimise methods like deep frying and adopt steaming as a regular cooking process. It not only retains the nutrition of the food but also its true flavour without having to add any outside taste makers. To top it all, it is simple and hassle-free. To educate people on this healthier option of cooking, Tupperware is conducting office campaigns to reach out to the audience that consciously strives for a healthy life. Through this activity in corporate offices across cities we want to help people opt for the best choice.”

Commenting on this, Mandeep Malhotra, President, OOH, Retail and Experiential, DDB MudraMax said, “Tupperware is part of most urban homes in Metro’s. The brand is built on engaging beyond just tangible benefits of hardware sales. To us this was a insight which lead to a great content that started conversations at social engagements.”

February 6, 2014
Financial discipline ramps up Procter and Gamble’s Oct-Dec 13 quarter PAT

BENGALURU: Consumer Goods company Procter & Gamble (P&G) says that a focus on brand fundamentals and strong financial discipline has helped it ramp up its y-o-y PAT by 41.82 per cent during the quarter ended 31 December, 2013 or Q2-2014. (P&G’s financial year commenced on 1 July, 2013, hence the current quarter is its second quarter).

P&G reported PAT of Rs 76.57 crore in its Q2-2014 as compared to Rs 53.99 crore in its Q2-2013, its Q2-2014 profit after tax (PAT) was up by 39.75 per cent more than the Rs 54.79 crore in its Q1-2014. Over the six month period ended 31 December, 2013, P&G reported PAT of Rs 131.36 crore, which was 32.26 per cent more than the Rs 99.26 crore of the corresponding six month period of last year. P&G’s PAT for its year ended 30 June, 2013 was Rs 203.22 crore.

Revenue for P&G’s Q2-2014 at Rs 521.27 crore was 21.35 per cent as compared to the Rs 470.78 crore in its Q1-2013 and was 15.9 per cent more q-o-q than the Rs 492.9 crore in its Q1-2014. Its revenue during the six month period ended 31 December, 2013 at Rs 1064.17 crore was 25.73 per cent more than the Rs 876 crores of the corresponding six month period of last year. P&G’s Total revenue for its year ended 30 June, 2013 was Rs 1686.78 crore.

Let us look at the ad and sales promo spend numbers reported by P&G in its Q2-2014:

The company’s advertisement and sales promotion (ad and sales promo) spend, though higher in value in the current quarter, was lower in percentage of total revenue term as compared to the corresponding period of last year, but higher than the corresponding percentage of its last financial year. Q-o-q, P&G’s ad and sales promo spend was also higher in the current quarter as compared to the immediate trailing quarter.

P&G spent Rs 97.56 crore towards ad and sales promo in its Q2-2014, which was 3.15 per cent more than the Rs 94.58 crore in its Q2-2013d but 17.08 per cent of its Q2-2014 total revenue as compared to the 20.09 per cent of the corresponding period of last year.

Q-o-q, P&G’s ad and sales promo spend during its Q2-2014 was 22.33 per cent more than the Rs 75.77 crore during its Q1-2014. Its previous quarter ad and sales promo spend was lower at 15.37 per cent of total revenue.

Over the six month period of P&G’s FY-2014, its ad and sales promo spend was 16.29 per cent of total revenue as compared to 19.27 per cent of total revenue of the corresponding period of its last fiscal. During its FY 2013, P&G’s ad and promo expense was lower at 16.91 per cent of total revenue.

P&G’s ad and sales promo spend in terms of percentage of its total expenses for its Q2-2014 was 20.17 per cent of Rs 483.68 crore as compared to 22.97 per cent of its total expense of Rs 11.75 crore in its Q2-2013. Q-o-q, P&G’s ad and sales promo spend was 17.72 per cent of total expense of Rs 427.65 crore during its Q1-2014.

Over the six month period of P&G’s FY-2014, its ad and sales promo spend was 19.02 per cent of total expenses of Rs 911.33 crore as compared to 21.79 per cent of total expense of Rs 748.80 crore of the corresponding period of its last fiscal. For its FY 2013, P&G’s expense towards ad and sales promo was 19.44 per cent of total expense of Rs 1467.53 crore.

P&G says that both its Feminine care and Health care business posted double digit and broad based sales growth via meaningful consumer propositions and strong marketing programs. It says that its recent Old Spice launch is progressing as per plans and adding incremental sales and share growth in a highly competitive category. It says further that its strong margin growth was enabled by a favourable Health care mix, pricing and productivity focus across all cost measures.

February 4, 2014
Can corporate executives be good brand ambassadors?

MUMBAI: An old man with a moustache and a turban advertises a popular spice brand. A chain of resorts has a familiar character giving it a thumbs-up. A recent advertisement features executives from other companies talk about their experience flying with a national airline.

Save for these examples, a majority of ads use celebrities to endorse products and services. Making one wonder why most brands prefer not to let their functional executives do the talking.

Apparently, using executives might lend a lot more credibility. However, it may not really appeal to the masses as there is no known face involved.

Brand consultant Harish Bijoor believes Indian brands don’t resort to using their executives as much as the West because Indian CEOs are rather shy and prefer to work behind the scenes rather than in front.

Martha Stewart recently appeared in a cough syrup ad. How many of our CEOs sell a product?

He points out that there are exceptions. “Vijay Mallya’s each and every move promoted his brand – Kingfisher. In the past, Mahindra used Pawan Goenka as well. So, it’s not always celebrities ruling the roost.”

Overall, Bijoor is of the view that people may debate the overuse of celebrities but there is no immediate need to get executives to screens. “There are already a few doing the needful and I don’t think we need more executives to promote the brands. There is a healthy mix, so why clutter it?” he argues.

Business head of Raising ibrows Ganapathy Visawanathan feels that in a country like ours where Bollywood and cricket is like religion, it is safer to use celebrities. “The brands normally use their executive to fight some crisis situation to build credibility, otherwise there will be a big disconnect between the brand and the masses,” he elaborates.

Taproot India co-founder & chief creative officer Santosh Padhi believes product category plays an important role in choosing a brand ambassador. “For an FMCG product, it would be senseless to use an unknown face. Celebs – be it actors or sportsmen – are more relatable to for a common man and hence, it is better to use them. However, for a category like airlines, it is fine to use executives,” he says. The choice between a celebrity, model and executive is also determined by the brand’s strategy, according to him.

Bang in the Middle MD and chief creative officer Prathap Suthan feels it’s a bad idea to use executives. “They shouldn’t get into advertising for their own brands. Essentially, brands need to have their own individual and original character. From the language, persona, tone, colors, design, advertising etc. All of this works together to create and craft a timeless personality for a brand – independent of everything else,” he says. “More importantly, a brand, if it is built on the shoulders of a CEO, what happens when the CEO quits and moves to another company, or cannot speak properly, or is not too presentable, or falls down and hurts himself, or gets into a controversy, or dies? All terrible situations if you build brands around publicly unknown CEOs,” he adds.

Business director GroupM ESP Ameya Sule has a different take on the matter. “For me, the idea is a little conditional. There is no black or white to it. For instance, if a CMO or a senior executive of an apparel brand goes on to promote the brand, then it is more easy to connect it. There has to be a connect and authenticity attached to it, no matter who promotes the brand. It will be good to use an executive as it shows more credibility,” he signs off.

February 3, 2014
Pruned Ad expenses among Marico’s tightening measures bring higher PAT in Q3-2014

BENGALURU: Indian consumer products and services company in the global beauty and wellness space, Marico Limited (Marfico) reported 27.87 per cent growth in PAT to Rs 135.37 crore in Q3-2014 from Rs 105.87 crore in Q2-2014 and 32.33 per cent from the Rs 102.29 crore in Q3-2013.

The company has been tightening its operations, as seems evident from the figures reported by it for the current quarter. Changes in depreciation and amortization calculation method since FY-2013 that result in a lower figure as compared to the older method, reduction in employee benefit, pruning of advertising and sales promotion expense (Ad and sales promo), lower finance cost, lower percentage of ‘other expense’ in relation to its revenue are some of the changes that have been reported by Marico.

Let us look as the figures reported by Marico vis-?-vis Ad and sales promo expense during Q3-2014

Marico spent Rs 134.08 crore towards Ad and sales promo in Q3-2014, (-15.94) per cent lower than the Rs 157.82 crore in the corresponding quarter of last year and (-0.85) per cent lower than the Rs 135.22 crore in Q2-2014. During the nine month period ended 31 December 2013, Marico spent Rs 439.27 crore on this account, which was (-6.99) per cent lower than the Rs 472.26 crore spent during the corresponding nine month period of last year. During FY 2013, Marico spent Rs 597.94 crore towards Ad and sales promo.

In terms of percentage of operating revenue (national and international), Marico’s Ad and sales promo expense has trended downwards. The figures for Ad and sales promo expense are: 11.19 per cent of Operating revenue of Rs 1198.35 crore in Q3-2014; it was 13.56 per cent of Operating revenue of Rs 1163.99 crore in Q3-2013; it was 12.12 per cent of Operating revenue of Rs 1,115.36 crore in Q2-2014; it was 12.18 per cent of Operating revenue of Rs 3606.37 crore during the nine month period ended 31 December 2013; and 13.17 per cent of Rs 3587.09 crore during the nine month period ended 31 December 2012. For FY 2013, Marico’s Ad and sales promo expense was 13.04 per cent of Operating revenue of Rs 4,584.35 crore.

In terms of percentage of Total expense, Marico’s Ad and sales promo expense during Q3-2014 was 13.15 per cent of Total expense of Rs 1,019.58 crore; During Q3-2013, it was 16.33 per cent of total expense of Rs 1,022.89 crore; During Q2-2014, it was 15.44 per cent of Rs 966.69 crore; During the nine month period ended 31 December 2013, Marico’s Ad and sales promo expense was 14.28 per cent of Total expense of Rs 3,076.05 crore as compared to the 14.97 per cent of Total expense of Rs 3,154.56 crore during the corresponding nine month period of FY 2013. During FY 2013, Marico’s Ad and sales promo expense was 14.74 per cent of Total expense of Rs 4,057.02 crore.

Marico says that its India operations FMCG business, which contributes 76 per cent to group revenue, grew nine per cent in terms of value and three per cent in terms of volume during Q3-2014, indicating a better price realisation during the quarter. During the nine month period ended 31 December 2013, (YTD) Marico’s Indian FMCG business grew six per cent in both value and volume.

Marico claims a premier position on key parameters in market share (on basis of 12 month moving average total or MAT) for many of its branded products. It claims a market share of 56 per cent in India for its coconut oil under the brands Parachute and Nihar. For its edible refined oil brand Saffola, the company claims a market share of 57 per cent and no. 1 position.

Marico says that its hair oil brands Parachute Advansed, Nihar, Hair & Care have a market share of 28 per cent and are ranked 1 in India. Its claims the 5^th position in India with a market share of five per cent for its deodorant brands Set Wet and Zatak.

Marico’s largest branded product with 24 per cent contribution to group revenue, Parachute Coconut oil in rigid packs showed growth of six per cent in value and two per cent in volume. YTD, this product showed a decline in value by (-one) per cent, while showing a volume growth of two per cent.

Marico’s value added Hair Oils portfolio with brands like Parachute Advansed, Nihar, Hair & Care and having 17 per cent contribution to group revenue grew 16 per cent in value and 8 per cent in volume during Q3-2014. YTD, it grew 17 per cent in terms of value and 13 per cent in terms of volume.

Its refined edible oil brand Saffola with 16 per cent contribution to group revenue grew seven per cent in terms of value and nine per cent in terms of volume. YTD, Saffola grew five per cent in terms of value and nine per cent in terms of volume.

The company has raised the prices across all products in December 2013.

Marico Group CEO Saugta Gupta said, “We believe that the soft consumption environment has bottomed out and the performance of the Company will pick up steadily going forward. In order to make the Company future ready, we are investing significantly on go-to-market transformation, cost management, innovation and analytics project. The Company will start reaping the benefits of these capability building initiatives from FY15 onwards. We will also experience greater synergies in product portfolio and talent mobility across different geographies in the coming year.”

Marico Group CFO Milind Sarwate said “Marico’s FMCG Business has managed to grow despite the challenges of the economic slowdown in India and instability in some of our overseas markets. The basics of our business are however robust. The Kaya demerger is now effective with Bombay High Court approval. We now expect shares in Marico Kaya Enterprises Limited to list in April 2014.”

Click below for:-

Information Update – Q3FY14

Media Release – Q3FY14

Statutory Advertisement – Q3FY14

February 1, 2014
Eggfirst bags creative duties of Jashn

MUMBAI: Eggfirst has bagged the creative duties of the Premium Fashion Ethnic Wear brand, Jashn. After few rounds of intense discussion around strategy and creative roadmap for the future, Jashn awarded the management of its creative duties to the Mumbai-based agency.

Jashn, a 10-year-old ethnic wear brand present in India and UAE with Celina Jaitly as the brand ambassador, were on the lookout for an agency that understood their industry well and suggest fresh ways to market the brand. Eggfirst presented a robust strategic framework for the brand, based on the specific study of the market and the target group Jashn caters to. This, coupled with their creative approach, was enough to convince Rahuul Jashnani, Managing Director – Jashn, that Eggfirst was the right agency for their brand.

Rahuul said, “Jashn Eggfirst was a nice little find for us. Their understanding of the market is bang on and on the basis of that, the strategy they etched out to take the brand communication to the next level is fantastic. Their creatives are fresh and very appealing and the communication planned is very well in sync with JASHN’s target customer”

Eggfirst shall be responsible for driving the creative of the brand and its various sub-brands for the year 2013-14. “Jashn is a popular women’s ethnic wear brand across India and 2 cities in UAE; Dubai & Abu Dhabi and has been doing well in the market. The question we had on our minds was how we could make it better. A lot of study went into understanding of the market and the target group. Once we had the analysis, we indentified some worthwhile insights and drew upon them to carve out a strategy and a creative approach. We are delighted that Rahuul and the management at Jashn liked us and our work, and we are confident of taking the brand to the next level,” said Vivek Menon – COO, Eggfirst.

The agency is busy working on a new print campaign for the brand, with the launch scheduled in a few weeks’ time.

January 31, 2014
Bacardi repositions itself; revisits its Cuban roots

MUMBAI: Bacardi has graduated from just beaches and parties to a more emotionally relevant standpoint linking the history of the 151-year-old brand with its audience’s current reality.

Titled ‘Bacardi Untameable Since 1862’, the global repositioning campaign takes the brand back to its Cuban roots while drawing its essence – an irrepressible spirit, from over one and a half century of the Bacardi family’s passionate struggle against odds such as earthquakes, distillery fires, revolution and exile.

As a brand which believes in unique experiences and uninhibited expressions, and supporting people who follow their passion, Bacardi, wants its campaign to serve as encouragement to every young individual out there that it is never impossible to triumph over incredible odds.

Bacardi India sales and marketing director Manish Seth explains the reason behind the reboot: “The brand essence fits in perfectly with the lives of today’s millennial/Gen Y consumers, who continue to pursue their passions despite great uncertainty and a slowdown in economic growth. The time is right to tell this legendary story and we are proud to showcase it to our consumers in India.”

Created by international agencies BETC London and Camp+King, the campaign includes a TV commercial named ‘Procession’ as well as print, outdoor, digital and social media. In India, Leo Burnett is Bacardi’s creative agency, Madison its offline media buying agency, Resultrix the online media agency, and 22 Feet its creative agency for the digital platform where the brand aims to provide fans with greater details on its history and lineage.

“Digital is a very important medium for Bacardi as it allows for direct and two-way communication with our audience on an ongoing basis. With respect to our campaign ‘Bacardi Untameable Since 1862’, our digital push was done in quite a disruptive fashion with a massive roadblock including live mobile TV applications and the internet covering 25 per cent of India’s digital audience in one day,” informs Seth.

Bacardi has been associated with live entertainment properties like Bacardi Blast, where musicians perform across India; Eristoff Invasion, one of the country’s leading EDM festivals and The Dewarists, which won a Cannes Bronze Lion. “We had the privilege to bring down international artists such as The Prodigy and David Guetta, who had never performed in India,” says Seth. “An example of our efforts in experiential marketing is the BACARDÍ NH7 Weekender music festival. We have concluded the fourth edition of India’s Happiest Music Festival with Kolkata added as a new city along with Pune, Bangalore and Delhi. Some of the greatest international and national performers have graced the stage such as Megadeth, Imogen Heap, etc. Our aim is to give consumers something to cheer about and this year, we have added a new city, Kolkata, to welcome even more fans.”

The brand refresh isn’t restricted to the campaign alone; a new visual identity and typeface has been created, inspired by the Cuban Art Deco style of the early 1900s. “Our new logo stays true to the integrity of the original symbol (bat) representing good luck, good fortune and family unity,” clarifies Seth.

Bacardi claims to have witnessed continuous growth in the Indian market. “We are well placed to gain from demographic and social changes. Our objectives now are in the area of making our high-quality product offerings available to more and more consumers,” says Seth, advising other brands to know both their consumers and their products by spending more time in the market rather than the conference room on a concluding note.

January 30, 2014