Mumbai: Bottled drinking water brand Bisleri has announced its foray into the personal hygiene segment. The company launched a new TVC for its new range of hand purifiers, with the tagline – ‘For the love of hands’, and became the latest entrant in the hand sanitisers market, a segment which has witnessed an upsurge in demand since the onset of the pandemic.
With the frequent use of regular sanitisers, consumers experience adverse effects on the skin, like coarseness and dryness. The TVC aims to portray how Bisleri’s new range of hand purifiers that are enriched with aloe vera, glycerol, and vitamin E, can keep the skin moisturised and nourished while ensuring protection from germs.
The film’s visuals effectively drive across the message in a simple yet engaging manner that Bisleri Hand Purifiers not only provide safety to the hands but also keeps them soft, fragrant, and refreshing. In addition to the TVC, the company also has plans to roll out digital campaigns on social media and OTT platforms for the new product range.
Bisleri chief executive officer Angelo George said, “There has been exciting growth in the personal hygiene segment triggered by increasing health and hygiene concerns. We developed Bisleri hand purifiers with these enhanced features in premium packaging, to provide a superior experience. With our distribution reach across the country, the exciting range of Bisleri hand purifiers is available at leading general trade stores, pharmacies, and modern trade outlets as well as e-commerce platforms.”
The skin-nourishing formulation, packaging design, and fragrances were developed under the guidance of Bisleri vice-chairperson Jayanti Chauhan. Bisleri’s range of hand purifiers is available in three refreshing fragrances- citrus, fresh & floral in both gel and spray formats, the company said.
MUMBAI: These unprecedented times have taken a toll on people all over the country. And yet the spark of optimism remains ignited and the ray of hope has still not faded. In a celebration of this spirit, Pharmaceutical company, Mankind Pharma has launched ‘anthem 2.0’ along with singer & music director Sonu Nigam, that captures and highlights the resilience of our healthcare staff, frontline workers and police officers, who worked ceaselessly day and night in India’s fight against COVID-19. The song – a salute to the Covid heroes and doctors playing with their life to save others’ lives – has been both composed and rendered by Nigam.
The anthem is an initiative to bring the true essence of the nation, ingrains a sensation of nationalism and reinforces the need of standing together as one nation. The message it aims to send out is that, together we all can come out of the pandemic healthy, hearty, and strong, if we stay united and help each other out in these testing times, the pharma company said.
Speaking on the occasion, Sonu Nigam, said, “Mankind Pharma was keen that I compose the song myself besides singing the anthem. So, it has my soul wrapped all around it. I feel this is one of my most precious creations of all time.”
Mankind Pharma managing director and vice chairman Rajeev Juneja said, “It is a proud moment to launch our anthem 2.0 sung by Sonu Nigam, his voice has uplifted the mood and energy of the anthem. Through this anthem we want the belief of a beautiful India to grow within us. Thank you and salute to all our frontline workers, specially doctors, policemen, army, pharmacists and nurses who have put their life in danger to save others. The anthem helps spread a positive message of staying together at all times and at the same time being optimistic about the future. Together we all can come out of the pandemic healthy, hearty, and strong.”
The pharma company has stepped forward to set aside a total sum of approximately Rs 270 crore to help those impacted by the Covid-19 pandemic. This year when India was hit by the second wave, Mankind Pharma has allocated a total sum of Rs 140 crore, of which the major contribution has been for the families of deceased doctors, police officers, pharmacists, and other healthcare workers who have lost their lives fighting the pandemic.
Mumbai: In this week’s Throwback Thursday segment, we present an ad that isn’t so much of a relic considering it was launched just over a year back. However, the product showcased in the ad – a rotting, aging whopper from Burger King – might qualify as one! It is one of those game-changing ads that make one sit up and rub their eyes in disbelief and ask oneself- Is this for real? But that’s not the only reason this ad features here.
Burger King unveiled a global ad campaign ‘Mouldy Whopper’ in February 2020, aimed at highlighting its commitment to dropping all artificial preservatives from its food products. The ad features a Whopper- one of the signature burgers from the brand- and proceeds to coat it with, believe it or not, mould- layers of it! To say that the Burger King’s ad was a departure from usual food ads would be a gross (in more ways than one) understatement.
Instead of showcasing its food with the classic flawless and often unrealistic, picture-perfect finish- which is the standard norm in fast food advertising, they decided to show the honest, albeit gross reality of natural, ‘free-of-artificial-preservative’ food.
The ad displays a Whopper that looks fresh to start with, and whose components progressively decompose and get engulfed in fungus over a period of time. It depicts this gradual degradation of the burger through a time-lapse video, alongside a date stamp letting you know how long the burger has been exposed to the elements- beginning from day one and concluding at day 34.
The speeded-up action shows the burger deteriorating before our eyes over the course of 30 seconds with intriguingly high-resolution photography. First, the lettuce wilts, then white, fuzzy fungi ravage the meat patty. The burger bun flattens out as the mould spreads all over, and the viewer finds out that the action took place over 34 days. The tagline flashes across the screen: “The beauty of no artificial preservatives”, as it then hits the viewer why the whopper wilts in a matter of hours, going on to rot, decay, and develop grey-green mould in over a month’s span.
The campaign was created through a partnership between three agencies: INGO STHLM, Ogilvy-owned David, and Publicis. It was a far cry from typical food advertising, in which the items are carefully crafted to look as appetising as possible. The idea, of course, was to call attention to the company’s shift away from artificial preservatives and towards a healthier product, even if it came with the tag of ‘junk food’.
The Mouldy Whopper spot accumulated more than 1.7 million YouTube hits within days of its debut. While it left most marketing experts divided, media outlets could not stop breaking the ad down. There were visceral responses on whether the marketing guys at Burger King had lost their minds.
But luckily for the brand, it worked in a counter-intuitive way. It became a talking point, demanded attention, and the central message was also hammered in— that the Whopper grew mouldy because it had no artificial preservatives. The fast-food industry has a reputation of being too processed and full of additives, and this was a welcome departure.
Many of the consumers lauded the brand for its bold but honest and realistic portrayal.
By doing so, the fast-food brand broke all food advertising conventions by marketing its best-selling product in an unappetising, downright disgusting manner. At the same time, such an ad was a huge risk. It could gross loyalists of the brand and turn them off from it.
The work promotes the brand’s pledge to drop all artificial preservatives, which it has accomplished across much of Europe and 400 locations in the US. Plans to have it removed from Whoppers in all the US locations are next on the cards for the brand.
The campaign also seemed to take a cheeky dig at its chief rival, despite never mentioning McDonald’s in the campaign. McDonald’s has come under fire several times in the past for how its food doesn’t appear to decompose as one would expect.
Whether the ad and the shift away from artificial preservatives will work to accomplish Burger King’s ultimate goal—selling more Whoppers—remains to be seen.
Burger King’s CMO Fernando Machado has this to say: “No one in our office was expecting consumers to jump in the car and drive desperately to Burger King to buy a Whopper just because we removed artificial preservatives. The main objective of the Mouldy Whopper campaign was not to drive short-term sales.”
“It is the right thing to do and we don’t see a future where fast food brands will have artificial preservatives. So, by getting there first, we are making our brand future-proof. And, hopefully, in the long run, this will not only help with sales but mostly avoid the brand becoming irrelevant,” he added.
So, was the chain’s controversial mouldy whopper ad a winner? Well, if this year’s Cannes fest is any indicator then it’s a whopping YES for the whopper. The campaign premiered at the recently concluded Cannes Lions International Festival Of Creativity achieving no less than three Grand Prix in the Outdoor category, Retail subcategory. Three posters of the campaign won Grand Prix each, in addition to their correspondent Golden Lion.
But, of course, all that would be a moot point if the communication would have been lost to the ones who matter most – the consumers. Yes, one needs to push hard at the boundaries sometimes, even tear it down to be noticed and become relevant. As a wise guy once said, “If no one notices your advertising, everything else is academic”
CREDITS
CLIENT: Burger King
AGENCY: Ingo, David Miami, Publicis
Executive Creative Director: Björn Ståhl
PRODUCTION
COLONY (Production company)
Producer: Lena von der urg
MUSIC: “What A Difference A Day Makes” by Aretha Franklin
MUMBAI: Steel wire manufacturer Tata Wiron has launched #RozaanaKiDhun, a digital film that gives a shout-out to the resilience of ordinary Indians.
The two-minutes long film depicts how the spirit of ordinary people has kept the country’s economy up and running amid the pandemic when everything else seemed bleak and uncertain.
The film, released on Tata Wiron’s Facebook and YouTube channels, has been conceptualised by the Company’s digital agency YellowBulbs and produced by the new-age content studio Fickle Formula. It features lyrics written by Varun Grover with Swanand Kirkire’s rendition, alongside the duo Mayukh-Mainak who composed the music.
“Through #RozaanaKiDhun, we are celebrating the spirit of humans who continue to exude positivity and spirit despite challenges, even seemingly insurmountable ones like the pandemic,” says Global Wires India chief of marketing and sales Vivek Chauhan. “We see this reflected in our products as well – they enable resilience & strength in structures & ecosystems. Tata Wiron reaffirms its commitment to help strengthen, resolve and celebrate the hope of a brighter tomorrow.”
“It was an exhilarating experience to travel the length and breadth of India to capture the everyday songs and silences – especially the quietude of inactivity – that slowly but steadily turned back into the melody that makes the country go round! The spirit of resurgence, revival, and optimism of every Indian is what #RozaanaKiDhun is all about,” says Fickle Formula co-founder Suman Sen, who has also directed the film.
“#RozaanaKiDhun represents the soft yet strong voices of India’s small businesses and entrepreneurs who continue to hum the tune of life with unwavering enthusiasm and awe-inspiring positivity to keep the country going stronger and brighter on the path to progress,” says YellowBulbs co-founder and CEO Vivek Modi.
Mumbai: Homegrown social commerce platform Meesho has launched a new TVC that promises ‘lowest prices, great quality products’ to its consumers.
This new TVC targets consumers from small towns and cities who are getting on board with online shopping for quality products at affordable price points, the platform said.
Conceptualised by DDB Mudra Group, the ad showcases that women are smart spenders and have unique ways of saving money. They manage their monthly expenses by better planning and create a pool of small savings from their monthly budget, safely tucked away in unexpected places of their home.
Meesho founder and chief executive officer Vidit Aatrey said, “As we enter a new phase in Meesho’s growth, one of our priorities has been to serve more people than we have ever before, especially those living in tier-2, tier-3 cities, who have the least spending power as compared to the rest of our customer base.”
DDB Mudra Group’s chief creative officer Rahul Mathew said, “Meesho brings you fashion at such affordable prices that it fits effortlessly into those little savings in your life. It’s this simple thought that we’ve brought to life through an execution that’s just as simple yet delightful.”
New Delhi: Sending a strong message of hope and strength to all the talented female athletes, Kotak Mahindra Bank Limited (KMBL) and Pullela Gopichand Badminton Foundation (Gopichand Academy) have launched their new campaign – ‘Girl Power is Gold Power’.
The campaign has been conceptualised by Mumbai based advertising agency, Enormous.
The video features badminton doubles specialists Ashwini Ponnappa, a Gold Medal winner at the Commonwealth Games 2010 and N. Sikki Reddy, Gold medalist at the South Asian Games 2016. The minute-long film not only honours the young women who follow their dreams, but also celebrates the people that lend their support to young dreamers – thereby paving the way for a generation of champions.
Enormous, managing partner Ashish Khazanchi said, “In Indian households, saving gold for a daughter’s future or marriage is a widespread tradition. Her marriage is not just a familial duty but also seen as a social responsibility. The campaign’s idea was about girls of today who are forging new routes for themselves and pursuing their dreams in order to achieve anything in life. As a result, you won’t need to save gold for your daughters’ future; they’ll be able to earn it on their own. They will win the gold with their commitment, honesty, and hard work.”
Kotak Mahindra Bank Limited, joint president and group chief CSR officer Rohit Rao said, “Every empowered child is a product of an enlightened ecosystem – comprising family, friends and acquaintances who have extended their support. With the world’s biggest sporting event upon us, this is a good time to remind us all that investing in the dreams and aspirations of the next generation can give us returns beyond measure.”
Kotak Karma is the Corporate Social Responsibility (CSR) identity of the Kotak Mahindra Group. Under its CSR Projects on Sports, KMBL has collaborated with the Pullela Gopichand Badminton Foundation based in Gachibowli, Telangana to develop a state-of-the-art badminton training facility. Both the athletes featured in the film train at the Pullela Gopichand Badminton Foundation.
MUMBAI: At a time when people world over are stressed about health & wellness issues, Unani brand Hamdard Laboratories (medicine division) has launched a digital marketing campaign ‘Sehat Hai to Watan Hai’ that aims to step in to help people rejuvenate, restore and revitalise the lost energy.
A part of Hamdard’s ‘Healthy India Hamdard India’ initiative, this new campaign, in the form of a digital film, will be featured across social media platforms along with e-commerce and entertainment portals to engage with the audience.
Conceptualised by Mumbai-based agency, M.O.M. (Mortals On Mission), the ‘Sehat Hai to Watan Hai’ campaign is aimed at helping the nation heal and encourage fellow Indians to stay strong and lead a healthy life with realistic fitness goals, develop strong immunity, and sustain both physical and mental health. Furthermore, the campaign emphasizes consuming products that are effective for maintaining good health and a strong immune system that is crucial in the current scenario. The idea behind the short film as well as its screenplay, direction and lyrics have been credited to Pranav Harihar Sharma.
The Unani pharma brand provided special offers on health checkups and medical consultations at Hamdard Wellness centers and through online consultancy throughout the duration of the campaign. Patients going through recovery from Post-Covid symptoms will also be able to get assistance at Hamdard’s Wellness centers under the #SehatHaiToWatanHai campaign, the company said in a statement.
Speaking about the initiative, Hamdard Laboratories (medicine division) chief marketing officer Suman Varma said, “The situation in the country has been grim for a while. People are looking for strength, hope and commitment from people and institutions who can promise them a better, healthier nation. We felt this is the right time to showcase Hamdard’s commitment to the nation by being the first to say that while the battle with Corona may still continue, Hamdard promises to heal the bodies that have gone through the energy sucking fight with the virus, through its own range of natural products. The heavy medication, the lack of oxygen and the strong doses of Steroids have left people with damaged systems. To Rejuvenate, Restore and Revitalise the lost energy. Hamdard is committing to bringing back –Bharat Ki Taqat with its Unani medicine. #SehatHaiTohWatanHai is a call to the nation to work towards building a strong immune system, naturally.”
MUMBAI: D2C fashion brand Bewakoof.com has roped in Bollywood actor Sanya Malhotra for promoting the brand across all digital platforms.
Sanya will be the face of its latest marketing campaign flaunting a range of fashion as she makes the statement, “boring kapdo mein abhi bhi ho atke, phone uthao, and try something hatke,” the brand said. The actor is fiercely independent and appeals to the millennials and GenZ and has a point of view on the world. She makes for a perfect choice to represent the brand, it added.
Bewakoof co-founder & CEO Prabhkiran Singh said, “As a brand, we have carved a space in the minds and hearts of the millennials with our fashion range of Apparel, Backpacks, Flip Flops, and Mobile covers. We understand our customers well, feel the solutions they need for different occasions, are a vehicle for their expression, speak their language tone and tenor. We get them. We recently launched a digital marketing campaign with Rajkummar Rao and our customers gave it a big thumbs up. Sanya brings out our brand ethos as her journey is inspiring and her achievements are extraordinary. She is Hatke Apun Jaisai. Bewakoof wants to connect with and via celebrities who are fearless and unapologetic about their choices. For our brand, Sanya is the perfect representation of what Bewakoof is.”
Talking about her association with the brand, Sanya said, “I am happy to be part of the Bewakoof family. Bewakoof has all the fun and quirk that I always look forward to when I indulge in a brand.”
Mumbai: Homegrown brand Society Tea has launched the latest campaign, ‘Yaadon Bhari Pyaali’, which underlines the brand’s legacy and bond over the last 30 years with its customers.
The film beautifully depicts the very foundation of our existence that shapes us for tomorrow. It features a young man, who returns to his ancestral house after a long time to take his old caretaker with him. The caretaker, who he calls ‘Kaka’, realises that the young man has lost his bond with the house he grew up in.
The creative showcases how the familiar smell and taste of Society Tea takes him back to his childhood days and reminds him of all his memories in the ancestral house. He eventually ditches the plan to sell the old house and makes a pact with Kaka that he would keep returning.
The short film that credits Sukumar Menon as the creative head, is directed by Shirish Daiya and has music composed by Joell Mukherjii, with a nostalgia-inducing number written & rendered by noted lyricist Swanand Kirkire.
MUMBAI: Lubricants and automotive services supplier Valvoline Cummins has launched its new TVC, ‘Baccho Jaisa Junoon’ to celebrate its 150-year-old legacy.
The campaign highlights the Valvoline team’s child-like enthusiasm, passion, and curiosity that drives its innovation even today and gives customers the best products. Children have always been the best example of originality as they constantly innovate and experiment. Valvoline celebrates this quality of children by bringing the same curiosity and passion to the brand and its philosophy, said the company on Wednesday.
The campaign will run across all popular GECs, news channels, and digital platforms.
“Changing with time but staying original’ is our motto and with the same commitment & passion we have built trust with our channel and consumers over the years. We are one of the fastest-growing lubricant brands in India and the new campaign “Baccho Jaisa Junoon” is testimony to our 150 years of trust & credibility that the brand enjoys world over,” said Valvoline Cummins Pvt Ltd managing director Sandeep Kalia.
“Our new campaign reinforces the brand’s promise of continuous innovation that has been a constant for us, for over 150 years. What keeps us going is our relentless passion and curiosity around evolving technology that helps us create offerings in tune with consumer trends. The creative inspiration came from the inherent curiosity and originality children have and the passion they exhibit. That in a way embodies our brand’s essence, making us the original engine oil,” shared Valvoline Cummins Pvt Ltd chief marketing officer Ipshita Chowdhury.
Elaborating on how the campaign was created, Leo Burnett India executive director Anjana Gaur, said, “Valvoline is positioned as the Original Engine Oil across the globe. Our attempt was to craft an interpretation that will resonate best with the Indian audience. We wanted to showcase what makes and keeps the brand original, its passion for continuous innovation, in an interesting manner. The idea was to capture the innate curiosity and passion that children have when they are determined to do something. Valvoline has the same passion to stay original and deliver the best engine oil for every automobile.”
In India, Valvoline Cummins Pvt Ltd is a 50:50 joint venture between Valvoline International Inc. U.S.A and Cummins India Ltd.
Whether the ad and the shift away from artificial preservatives will work to accomplish Burger King’s ultimate goal—selling more Whoppers—remains to be seen.
