MUMBAI: Fevicol, the largest selling adhesive is known for its innovation in products as well as marketing, especially its entertaining TVCs. The brand has introduced many innovative products which have transformed the woodworking industry in India and has now rolled out ‘Fevicol Ezeespray’ – an innovative format of spray adhesive which offers convenience and speed for pasting laminates.
Fevicol also unveiled a TVC to highlight the salient features of Ezeespray. Created by Ogilvy, the film conveys the message in a witty and humorous manner.
The film opens in a studio where a deodorant ad is being shot. We see a girl drooling over a boy as he uses the deo. As the director calls for the break, a woodworker appears to laminate a table with Ezeespray. The girl in the background is impressed by the woodworker. The film concludes with a voiceover – Fevicol Ezeespray – wohi majboot jod spray mein bhi.
Pidilite Industries CMO Vivek Sharma says, “Continuing its tradition of innovation, Fevicol introduces Ezeespray that offers convenience of use, increased speed of pasting and reduced setting time to our end-users. This means faster completion of work and increased peace of mind for them. Ezeespray TVC communicates this technological superiority of Fevicol in its signature humorous way.”
Ogilvy South Asia executive chairman and creative director Piyush Pandey adds, “Fevicol has been known for its innovative product profile. Ezeespray is yet another testimony to this legacy. The idea was to present the product application in an eye-catchy and humorous manner so as it stays with consumers for long.”
The TVC will be aired in Hindi speaking markets. The campaign will be on air for six weeks including IPL. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line activities such as outdoor advertising, high visibility and innovative point of sales, demand generation activations and dealer certifications.
MUMBAI: In the fast-paced urban life its a luxury to have healthy delicious home food at all times. Meal Of The Moment has launched a new digital TVC for 2018 in an ode to all those people in Mumbai who have left their homes to build on their dreams. It is titled ‘Mumbai Stops For MOM’.
The ad film has been conceptualised and developed by creative agency Gramini Media, India. The campaign will run across Facebook, Instagram and YouTube.
The film beautifully makes a simple point that even on the busiest day, we always find time for home. The film sets out showing the chaotic life of Mumbai everyday. Under the chaos lies a symphony that beats like the heart of Mumbai. But however busy people here get, they still stop to answer when Mom calls. The film tunes itself into the life of a girl who has moved into the big city.
M.O.M Meal Of The Moment co-founders Prateek and Mugdha Bhagchandka say, “In many ways this video will introduce our brand to consumers so we wanted to portray what the brand truly stands for, which is making everyday meal moments special with mom’s love! The beautiful relationship mothers share with their children – young and old – and how that love and care manifests itself through food most often.”
Gramini Media creative director Kuber Sarup adds, “It was definitely exciting to work with a brand with the potential to transform the Indian RTE market, but more than that it was really a privilege working with the brand team who understand the nuances and needs of what the customer wants.”
MUMBAI: BIC Cello (India), India’s leading manufacturer of writing instruments has launched a short film aimed at illustrating the change of perception of parents in exam time after having taken the same exam themselves.
The short film commences by portraying a scenario on how parents unknowingly pressure their children to perform better. Cello is aware of the fact that this will only create more stress and anxiety in the child’s mind. To reveal this truth, Cello Pens has come up with their campaign, Surprise Test.
In this video, the parents of kids going to St Albertus High School are asked to take the same exam that their child is taking – 6th graders mid-term test. While taking the test, they experience the level of stress that their kids go through. They realise that their constant pressure on their kids to get good marks only leads to the creation of extra stress. The surprise test leads to a change in their perception and belief that encouragement works better.
The short film has been launched digitally and is created by J. Walter Thompson (JWT), Mumbai and directed by Abhishek Sengupta.
BIC Cello director of marketing CMO India Tanveer Khan says, “While setting expectations for their children’s sake, parents at times unknowingly put pressure on their kids before exams, adding to their overall stress. Cello Pens has come up with the ‘surprise test’ campaign to highlight the crucial role that parents play during exam time. Their encouraging words make a lot of difference and have a great impact on children’s minds and hearts. Encouragement boosts their confidence and helps the child perform better.”
This initiative is a part of Cello Exam Expert Series which is manufactured keeping in mind the comfort of the students using it. Cello Exam Expert Series (Maxriter, Pinpoint & Technotip) are designed to enable students to write for a longer time without pressure on their finger and wrist.
MUMBAI: Water purification brand Livpure has unveiled its latest campaign #CuttingPaani. Based on the concept of cutting chai, a unique culture in India, this novel campaign brings focus to the very fact that, if the quench is of half a glass then one should only take half a glass of water.
The campaign urges consumers to adopt the habit of asking for half a glass of water instead of full, since you can always ask for more if needed. This is an idea that will resonate with the common man, since ‘cutting chai’ is a phrase used colloquially by Indians who want tea! Globally, a lot of international coffee chains offer cutting chai for tea lovers thereby acknowledging the Indian way of drinking tea.
Conceptualised by Famous Innovations, the three films portray varied scenarios which are both indoor and outdoor, namely, an office setting, a café and inside a home. The production values are high and the setup is a natural one establishing the concept of #CuttingPaani and amplifying optimising usage of water by taking only what is required. The tagline of the campaign is – Agar pyaas cutting ki hui, toh full glass kyun? Bacha huya paani koi aur pee lega! The campaign intends to rope in relevant influencers to support the message of saving water.
The campaign will be supplemented with digital content in the form of posts along with these three films through the brand’s social media platforms. This will also be supported with on-ground activations.
According to Asian Development Bank’s forecast, by 2030, India will have a water deficit of 50 per cent. Research also shows that seven out of 10 people don’t finish their glass of water, which then goes to waste. Livpure director of marketing Sushil Matey says, “Livpure was keen to draw attention to this hard reality in a simple and effective manner. Although there have been very powerful campaigns to spread awareness about water conservation, very few gave practical and doable solutions. With #CuttingPaani campaign, we wanted to highlight the significance of drinking water judiciously. Digital, emerging as a favoured medium of communication, we intend to go all out and spread the message far and wide.”
Famous Innovations CEO Siddhartha Singh adds, “For any movement to galvanise we need a meaningful, actionable symbol that people can adopt in their everyday lives. Asking for #CuttingPaani represents just that. It’s a small step when you’re eating at a restaurant or visiting someone’s office, but it stands for a thoughtful and progressive mindset. We hope that people will feel proud when they consciously ask someone to give them only half a glass of water.”
This is an extension of the campaign #FinishYourGlass that was launched by Livpure in June 2017 and ran till August 2017. In #FinishYourGlass campaign, the company urged people to drink adequate amount of water to help them improve their health. Livpure has tremendous focus on digital brand communication and has done various campaigns in the year 2017-18 to be the most talked about brand in the category. It commands the highest social SOV for the past six months according to a recent Meltwater report.
MUMBAI: Havas Media, India has bagged the integrated media duties of Bajaj Allianz Life Insurance, one of the leading private players in the insurance sector in India. The agency also handles media duties of Bajaj Finserv, the financing arm of Bajaj Group.
The account size is estimated to be upwards of Rs 50 crores and will be handled out of the Mumbai office led by Kunal Jamuar, managing partner of West and South, Havas Media India.
Led by Bajaj Allianz Life Insurance MD and CEO Tarun Chugh, the company began operations in 2001 and today has a pan-India presence of 759 branches. It is headquartered in Pune, India.
Bajaj Allianz Life Insurance chief marketing officer Chandramohan Mehra says, “To offer differentiated yet relevant proposition to our customers, we have embarked on a brand re-orientation journey. We will rely on deeper customer insights and data-driven actions for a holistic brand transformation. Agility and consumer-centric mindset from our teams and partners will be key to our deliveries. We look forward to a long and mutually beneficial relationship with Havas.”
The comprehensive life insurance solution covers a range of services, operating through participating, non-participating, and linked segments. Bajaj Allianz Life Insurance also launched digital branches through Mosambee, a handheld device that offers the services of a mobile branch and assists customers with an entire range of customer services. Currently, Bajaj Allianz has a strong life insurance portfolio and caters to all kinds of customer needs from ULIPs to child plans, from group insurance to health insurance. Bajaj Allianz Life Insurance is a joint venture between Bajaj Finserv Limited (formerly part of Bajaj Auto Limited) owned by the Bajaj Group of India and Allianz SE, a European financial services company. The joint venture incorporates global expertise with local experience.
“At play will be Havas Media Group’s integrated media skills centred on digital and our ‘Meaningful Brands’ framework which will together map the brand chart for Bajaj Allianz. According to our research, brands that are meaningful enjoy 80 per cent higher intent of repurchase in the insurance industry. We look forward to a successful collaboration,” adds Havas Media Group India managing director Mohit Joshi.
Bajaj Allianz Life Insurance is a joint venture between Bajaj Finserv Limited (formerly part of Bajaj Auto Limited) owned by the Bajaj Group of India and Allianz SE, a European financial services company. The joint venture incorporates global expertise with local experience.
MUMBAI: Indian society is at the cusp of a new beginning with more and more women having stories of grit and passion to reach their objectives by overcoming internal and external challenges. Breaking every stereotype, women in India are embracing unique professions and passions. They are the #IndiaKaNayaChehra. With such an active lifestyle, women are on the lookout for a face care product which is not for superficial beauty but that would nourish the skin from within.
Celebrating this new face, Emami, the Indian FMCG major, has launched a BoroPlus Healthy White fairness cream.
The television commercial has been directed by Kopal Naithani, one of the most promising women directors in the Indian ad business.
The film shows the face of today’s power women of India. This is a country where girls like Avani Chaturvedi ( the first Indian woman fighter plane pilot) or Riya Yadav (a second-year student becoming the youngest female rider to conquer Khardung La – the World’s Highest Motorable Pass in Ladakh). The television commercial champions this incredible spirit, depicted by the women pilot and biker, who march on to fulfil their ambition – uninhibited by the harsh environment around them. ‘She’ is not afraid of any obstacle coming in her way and overcomes all barriers to achieve her dreams.
Emami director Priti A Sureka says, “Today’s woman is #IndiaKaNayaChehra as she goes ahead in her pursuit to achieve her objective without worrying about external and internal aggressors. The existing beauty creams in the market offer solutions to your skin conditions but only from the outside. The skin which is exposed to the harsh environmental conditions every day needs more than just a product to make it healthy. That is where BoroPlus Healthy White Fairness Cream comes to your rescue.”
The key communication was to focus on today’s woman power. It is not about skin whitening but about the fair opportunities for women.
MUMBAI: Health insurance player Max Bupa has rolled out a new brand campaign that talks about its latest digitally-enabled everyday use health insurance plan ‘GoActive’ and aims to change the way Indians perceive health insurance, making it a part of their daily lives vis-à-vis a service that may or may not be used even once a year.
Complementing the disruptive product ‘GoActive’, which is a simple unified plan that covers majority of health needs on-the-go including OPD, personal health coaching, health checks, hospitalisation and much more, the new campaign attempts to redefine how health insurance brands typically interact and engage with their customers.
The new TVC gives both — traditional health insurance policies, and GoActive – a human avatar to demonstrate their engagement and contribution to our daily lives. In the opening sequence, traditional health plans are depicted as furniture by virtue of their rare usage, whereas GoActive has been personified as a young, fit, interactive and engaging persona that stays with you 365 days a year, covering many more health aspects what traditional plan did not cover. The new campaign features actor and TV host, Aparshakti Khurrana, who personifies the new age health insurance plan.
Created by Contract Advertising, with an aim to promote healthy living and familiarising the nation with the digitally enabled Everyday Use Health Insurance Plan, the commercial will run across both tier 1 and 2 markets.
Contract Advertising India chief creative officer Ashish Chakravarty mentions, “Usual perception of health insurance is something that you buy and then put it in some file. Customers then almost forget about it unless there is a need for a big medical treatment. Max Bupa GoActive is a unique product that has been designed so that it is relevant and can be used almost every day of the year. So was born the idea of health insurance as a person who is with you in more ways than one.”
The campaign aims to bring in more young Indians into the health insurance fold, a change that is one of the effective ways to drive the country’s health insurance penetration, leveraging humour. The campaign leverages humour to connect with today’s evolving, younger audiences. Customers today want their health insurance plans to be more inclusive and cover health needs of more frequent nature, besides hospitalisation. Today’s tech savvy generation also needs everything at their fingertips – almost demanding a fully integrated digital product that offers everything on-the-go. The campaign focuses on these aspects to talk to the customers with what they really want.
Max Bupa SVP – marketing and head digital sales Anika Agarwal says, “The brief for the creative agency was to break the stereotype and reimagine what health insurance should do. Make people realise that GoActive will work with you 365 days a year for all your health needs on the go – related to illness and wellness. It is designed for today’s digital audiences and so the campaign will be aired on high affinity TV channels and will have a big online and digital play including mobile, to reach out to our target audiences.”
Despite India’s falling health graph, the country still has one of the lowest health insurance penetration levels in the world with less than 20 per cent of the population with any form of health insurance. Young Indians, in spite of their lifestyles and increasing incidence of illnesses, generally do not feel the need for health insurance owing to how they still see it as a financial decision that can be deferred, a contingency investment only for old age and a recurring expense with uncertain usage, while you are in the pink of health.
The three-week campaign with 40-second and 20-second ad spots will go live across leading television GECs, news channels, movie channels and leading regional channels, print publications and OTT media platforms in multiple languages such as English, Hindi, Marathi, Telugu and Kannada. Social amplification of the TV commercial will be done through digital platforms like YouTube, Facebook and OTT platforms such as Netflix, YouTube, Truecaller, etc.
MUMBAI: Fragrance brand Engage, from the house of ITC, has unveiled its first range of Eau de Parfum.
Engage has taken a bold step forward to redefine fragrance concepts inspired by the traditional philosophy of duality. Based on the principle that all things exist in contradictory opposites, Engage presents ‘Yin’ for the Engage Man and ‘Yang’ for the Engage Woman.
In a new television commercial for Engage Eau De parfum, the brand elucidates the dichotomy of love and the role of fragrances in creating passionate memories. The film directed by Whitelight film’s Subir Chatterjee and Namita Roy Ghose explores the arguments and friction that is inevitable in any romance but illustrates the core of intense love that binds one another with the promise of a new beginning because love will always find a way.
The TVC opens with a couple in the middle of an intense, passionate fight. The famous Leonard Cohen song ‘Dance me to the end of love’ serves as the perfect score for the crisp storytelling of separation and reuniting in an energetic interplay of Yin and Yang.
The philosophy defines that two opposites attract and complement each other. The symbol illustrates that each at its core has an element of the other. Designed as two halves, the glass perfume bottles and the packaging design also echo the concept of duality.
J Walter Thompson SVP and national creative director Tista Sen says, “Yin and Yang embody the very paradox of love. As poignant as a lovers’ quarrel, it is the perfume that helps the reconciliation. With a haunting music track and visual imagery that brings home the utter pain and longing of a lover’s anguish, the new range of EDP is the ultimate tribute in what brings lovers together. ‘Because love will always find a way’ captures the intensity, passion and opposing views of a young relationship with symbolism and fluidity that Engage the brand has come to epitomise with perfection.”
Engage Eau De Parfum is the most recent launch in the Engage portfolio. Available in four fragrances – Yin for Engage Man, Yang for Engage Woman, Femme and Homme, the fragrances are priced at Rs 499 for a 90 ml bottle.
MUMBAI: Network18, India’s most diversified news network is all set to launch a refreshing musical anthem for the platform’s notable – ‘India Hoga Clean’ campaign. The popular initiative that encourages citizens to keep their city clean has now found its musical voice in the renowned singer – Raghu Dixit, who is known for presenting Indian folk fusion with rock music. Raghu with his team has composed a special anthem for this campaign in his signature style that will resonate with the millennial population.
On this musical launch, Raghu Dixit expressed, “This is an issue that is close to our hearts. We would love to do our bit and while we will strive along with this campaign to make a difference in our neighbourhoods, we would also love to cause a greater impact. I would love to believe that when this song is being played or hummed, everyone listening is stirred into action, we will be able to make a giant difference to our country’s cleanliness.”
With the current generation shaping the future of the country, it is imperative to reinforce the message of a clean country. The anthem intends to communicate this message in a way only music can and awaken the conscious thought amongst the citizens of the country to play their part.
The campaign has already garnered attention from the masses and has motivated and inspired citizens to keep their environment clean. This initiative was started with a series of on-air episodes which highlighted the spirit of Good Samaritans, who proactively came forward and took up the responsibility to maintain hygiene in their respective cities. With their stories being highlighted, they began to get social media traction and could further leverage their reach to take the cause forward and reach out to people from different areas in their city. Under the ‘India Hoga Clean’ campaign, cleanliness drives were conducted in schools of Mumbai by these Good Samaritans in their respective cities.
The campaign will culminate on 23rd March, 2018 in Mumbai. At the event, citizens who have made remarkable contributions through their noble acts for the initiative will be felicitated.
MUMBAI: Supari Studios won the prestigious ‘Best Animated Ad Film’ award at FICCI Frames BAF Awards 2018, that took place on Monday, 5th March, 2018. Speaking about the award, Aditya Tawde, head of Post Office (Supari’s post production and VFX unit), said “We are extremely excited about receiving this award; it gives us some validation for the hard work the team puts in every day. Harsh Sharma, who directed this piece, put in a lot of effort to make sure the emotion of Meera and her family comes out with this minimalist style of animation.”
The film ‘Why Karo’, was created for the NGO ‘Karo’. In August 2017, we teamed up with the NGO and produced this short animated piece about a little girl from a low income family and her battle with cancer. Multiple bits of cell animation were seamlessly blended with digitally illustrated backgrounds. The frames were composited in After Effects combined with well-defined 2D animation. Different layers of treatments were added to achieve the emotion that is displayed throughout the film.
