MUMBAI: FCB Interface recently rolled out an endearing new campaign for the launch of Nivea’s body deodorizers for women.
Featuring brand ambassador Anushka Sharma, the TVC comically highlights the deodorant’s promise of day-long odour control. Based on the insight that body odour leads to socially awkward situations, the commercial shows adorable little children holding their breath in a kindergarten classroom as their teacher suffers from body odour. Anushka, another kindergarten teacher, helps her out by offering her the Nivea Body Deodorizer.
The campaign is on air across leading television channels, supported by digital presence.
The film opens on a montage of adorable little children holding their breath whilst looking into the camera. With puffed up cheeks, wide eyes and endearing expressions on their faces, they appear to be in some sort of discomfort. We find out the reason soon enough. It is revealed that they’re in a kindergarten classroom, listening to their teacher tell a story. The kids are getting a whiff of her body odour as she gesticulates with raised arms. Anushka, another kindergarten teacher, notices this and helps her out by handing her the new Nivea Body Deodorizer that gives day-long odour control.
Robby Mathew, Chief Creative Officer, FCB Interface said, “Unlike adults, kids are quite transparent with their feelings. They don’t hesitate to express them, no matter who they are with. And this is the behavioral insight is what we latched on, to bring alive Nivea’s day-long odour control properties.”
Sachin Killawala, Category head – personal care, Nivea India said, “The new Body Deodorizer with Pro Vitamin B5 addresses the core category need of the women consumer to get day long odour control in just one use. While body odour is a well understood topic, most people do not realise that they have the problem as we tend to not discuss it or point it out. The TVC addresses this challenge by showing an intriguing situation in which the body odour issue is evident, without the social embarrassment associated with it.”
MUMBAI: Farming is one of the oldest profession of the country with over 2/3rds of the Indian population involved in it. As a country too, India is reputed as one of the largest agrarian countries of the world. Unlike other large agrarian countries that have adopted technology and farming is a progressive business, India still has a lot of ground to cover and usage of technology is unaffordable to most, awareness about farm inputs is low, there is over dependency on climate and skewed policies. Over the years, the profession has lost its sheen and with the rapid urbanization, more and more farmers and their families are moving towards cities and eager to detach from their generation old profession. There has been a spate of negative reporting around issues related to farming and farmers, leading to further grief in the profession.
Smartchem Technologies Ltd (STL), a fertiliser manufacturer in India and wholly owned subsidiary of Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL), launched its TV commercial which focuses on highlighting the contribution of the farmers towards the growth in the Indian economy. Unlike focusing on product promotion and branding, the TVC wants to bring back the lost sheen and pride in the profession. This TVC is targeted at the farmer community and celebrates the occupation of farming – one of the oldest occupations in human history. Through this TVC, Mahadhan aims to bring a change in the belief that farming is not a respected profession. Just as being a doctor or engineer evokes the sense of pride, this TVC hopes to arouse the same sensation in the hearts of the farmer community.
Recently with the growing popularity of new-age farming, there are visible green shoots of the youth desiring to experiment with farming and take it up as a part-time, if not full-time profession. There are many examples where a working professional has adopted farming as a part-time profession too.
Smartchem Technologies head – corporate communications Pranav Thakkar says ‘’India has been known as a land of kisans. It is an irony that as per The Centre for Study of Developing Societies (CSDS), 76% of the farmers would prefer to do some work other than farming. Mahadhan has been working closely with the farming community since the past 25 years and our mission to make Indian farmers globally competitive. We are working closely with this community to help them improve the quality and yield of their produce and help in bringing back pride in farming. As a Company, we are committed to contribute to PM Modi’s vision for India’s agriculture, and we hope that through this TVC, we can project this commitment and create awareness of the invaluable contribution made by India’s farmer community in the growth of the nation.”
The TVC has witnessed a very good response and encouraging comments on social media with over 420,000 views, 13,000 likes and 4,500 shares.
Creative Execution: The TVC opens with a nervous father who also happens to be a farmer, attending his young son’s annual function at school wherein all children share aspirations for their future. While a few kids want to become pilot, doctors, engineers etc his son – Kushal, expresses his wish to become a farmer and making India proud. He goes on to explaining the importance of the farmer in ensuring 1.25 crore people in India are being well fed with quality produce. The TVC tries to strike an emotional and patriotic cord with its viewers thereby projecting Mahadhan’s commitment to the agricultural sector by providing high quality crop solutions. It closes with a cheerful brand song on Mahadhan showcasing vast product portfolio.
MUMBAI: Leading finance company Motilal Oswal Financial Services has been playing an instrumental role in being the finance partner of choice among its consumers. Over a period of three decades, it has provided products and advice to help create wealth through equity investing. To celebrate its focus on equity and wealth creation, the company has rolled out its latest brand campaign to position itself as an equity investing expert. The film will be launched on popular online and offline mediums and will span TVC, Print, Radio, and Digital.
Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds. The brand film goes on to trace some exceptional talent from across the country whose skills would put normal people to shame. A clerk at an office who’s faster than a machine in processing paperwork or construction workers at a building site that get their job done using unique or a chef at an hotel who gets his chore done in the blink of an eye or even a barber, a bar-tender, a street food vendor, etc. All these individuals go on to show that “if you focus on one thing for a long time, you master it”. That’s what has driven Motilal Oswal to emerge leaders in equity investing.
Commenting on the brand ideology and brief given to the agency, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘Up-Down’ buttons, our elevators have visuals of Bulls and Bears. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”
Highlighting the creative idea behind the campaign, Garima Khandelwal, ECD-Mullen Lintas said: “Let’s celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.”
Adding his views, Ayyappan Raj, EVP-Mullen Lintas said, “The client’s brief was quite simple and in a way very fundamental – we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last thirty years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”
MUMBAI: Adidas has launched its latest initiative-FanTheFire to focus attention on athletes who pursue lesser followed sports.
Conceptualised by Cheil India, the digital film features Nishchay Luthra, an Indian figure skater who has won four international medals for India and is a nine-time national gold medalist. Nishchay’s inspiring story is told from the point of view of his mother – his biggest fan, who is narrating Nishchay’s journey in pursuit of his dreams.
The initiative, through the lens of Nishchay, highlights the challenges faced by athletes who choose to pursue a sport other than cricket and their journey in the pursuit of excellence. In a country where cricket and, to some extent, hockey, football, tennis and badminton, are the sports that receive some glory, it is extremely difficult to take up other sports such as ice-skating, gymnastics and athletics etc.
In India, it is not the dearth of talent or the lack of fire in their belly, but the lack of opportunity and backing of the nation which does not encourage other such athletes to take up alternate sports. Through this initiative, adidas wants to trigger awareness and recognition for such athletes.
Adidas India senior MD Sean van Wyk said, “At adidas we truly believe that through sport, we have the power to change lives. With #FanTheFire, we seek to shine a spotlight on athletes and sports which are not mainstream, and in turn, inspire the next generation to take up such sports. The campaign urges fan’s to support Nishchay and we hope that the encouragement of better-known athlete’s will help him gain the necessary patronage to reach his aim of winning a medal at the Winter Games in 2018. This is our commitment to provide the fuel for Nishchay Luthra and many more like him.”
This film on Nishchay Luthra, is the first in adidas’ initiative to draw attention to lesser known athletes who require the support of the nation. adidas aims to continue the campaign through other initiatives in an endeavour to make a difference to the pursuit of sport in India.
Cheil India head – digital Sanjeev Jasani said, “It is important to live the difference! adidas is a brand of today that always encourages us to think out of the box and create campaigns that captivate the audience like no other. #FanTheFire campaign dwells on one of India’s perennial issues – sports beyond cricket. We feel proud of giving life to such a thought provoking campaign. We hope it fans the fire among the people of India and Nishchay gets his much deserving fans cheering for him in the coming Winter Games.”
Cheil India executive creative director Vijay Simha said, “In India, Cricket enjoys a disproportionately high amount of attention. The rest of the sports are simply out of sight, out of mind. Once in a leap year, a Bindra or a Karmakar happens. The media milks the nation’s collective guilt, and soon we all forget. This was gnawing away at us, as we discovered a series of stories about Indian athletes living in obscurity and even penury. Fan the Fire was borne out of our instinctive urge to help the underdog.”
MUMBAI: In a bid to support the Municipal Corporation of Greater Mumbai (MCGM) make Mumbai open defecation-free, Viacom18 has flagged off the second phase of its Chakachak Mumbai campaign in Bandra. As a part of this initiative, aesthetically designed mobile community toilets are being used as canvases and installed across 13 locations in the city, in an innovative bid to synergize infrastructural enhancement with behavioral change.
The toilets were instated in the presence of Poonam Mahajan, Member of Parliament, Mumbai North Central; Ashish Shelar, Member of Legislative Assembly, Vandre West; Ajoy Mehta, Municipal Commissioner, MCGM; and Sudhanshu Vats, Group CEO – Viacom18.
Speaking about the project, Poonam Mahajan, Member of Parliament, Mumbai North Central said: “Under Prime Minister Narendra Modi’s vision for Swachh Bharat Abhiyaan, India is gearing up towards becoming open defecation free. In such a scenario, it is highly encouraging to see corporates like Viacom18 take up the cause and use their capabilities as storytellers to not only artistically design toilets that induce hygienic behavior but also educate people through their behavioral change campaign. This is our Hon’ble Prime Minister’s dream, this is Viacom18’s dream and this is every Indian’s dream.”
Shelar said: “Keeping our communities clean is the basis of prosperity. We have taken initiatives to make Mumbai open defecation free and we hope that projects such as Viacom18’s Chakachak Mumbai will help us achieve this target. Viacom18 has innovatively used pre-fabricated mobile toilets that can help solve Mumbai’s open defecation problem as they are easier to build and faster to install.”
The first phase of Chakachak Mumbai focused on renovating and reconstructing over 200 toilets across 4 slums in Andheri East. Furthermore, underlining the importance of instigating a change in people’s mindset at the ground level, the network had roped in Ramon Magsaysay award winner Jockin Arputham and underprivileged women’s self-help collective Mahila Milan, to undertake an intensive behaviour change communication programme.
Vats said, “A very simple philosophy drives Chakachak Mumbai – that we as businesses have a responsibility to give back to the society that helps us grow. As the country’s fastest growing media and entertainment network and as the country’s foremost storytellers we have both the expertise and the reach to act as a catalyst of dialing up socially inclusive change messaging. In this second phase of Chakachak Mumbai, we are working with the MCGM to rapidly scale up the infrastructural community enhancements to help make Mumbai ODF. And while doing it, we incorporated the Viacom18 ethos of marrying art to drive behavior change by using the toilet walls into art work canvases. I’m thankful to the state government and the city administration for working with us to facilitate this story of a Swachh and Chakachak Mumbai.”
The mobile toilet blocks are state-of-the art and are reflective of Mumbai’s spirit. The toilets are designed on themes such as Mumbai’s lifeline local trains, Bollywood, Koli community, etc. that aim to invoke a sense of pride in the communities and encourage more people to use them.
“Being an urban area, we understand the impact that behaviour change communication can make in adoption of toilet usage. Simply constructing toilets is not enough, generating awareness and educating people as well as maintaining these toilets with electricity and water are essential. We are therefore, happy to partner with Viacom18 and their flagship Chakachak Mumbai program to help further the Swachh Bharat Abhiyaan as they have successfully used positive reinforcement amongst the community to help make the city open defecation free,” said Mehta.
MUMBAI: Viacom18’s VOOT is all set roll out a hi-decibel campaign for its kids content segment – Voot Kids. The campaign will have two TVCs in three languages — Hindi, Kannada and Marathi, depicting six situations.
“To amplify the campaign, we are going heavy on the Viacom18 network including Nickelodeon. We are also going out of our network, and buying spots on Discovery and Turner Network. On the digital and social media platforms, we would be be releasing the campaign on Youtube and Facebook,” Viacom18 digital ventures head – marketing & partnerships Akash Banerji told Indiantelevision.com in a telephonic conversation.
“We want to be perceived as the platform which aggregates the best and the most premium stack of kids content,” he added.
Voot Kids has been a key differentiator and a big driving force behind the platforms viewership acceleration and engagement growth. With over 2000+ hours of content, 8000+ videos and 125+ characters, Voot Kids claims to have the largest digital repository of premium kid’s content, since the platform’s launch a year ago. The primary brands on board are — Kinder Joy, Colgate, Mattel Toys and Amazon Kindle.
Banerji said, “Kids live in a universe of their own – their toys, favourite toons, games/activities with their friends, their possessions, etc. make up a large part of the world they relate to. The concept of #NoMoreAtakoing (I will no longer be stuck in uncomfortable situations) is fundamentally rooted in the compulsions of nuclear families and the resulting situations where kids find themselves in dull and unrelatable situations; Voot Kids swoops in to save the day and make them smile.
“We’ve delivered this message through an ‘anthem’ and several relatable situations. Our endeavour is to ensure that entertainment and development continues unhindered for kids through engaging characters and immersive storytelling,” Banerji emphasised. “Parents should get on the guilt-ridden trip in a very endearing manner to bring a smile on the child’s face,” he added.
On the peak hours and the growth in viewership, he said “Unlike linear TV, the peak viewership happens at 9pm on Voot Kids because children get their hands on the mobile phones as the family is busy in traditional entertainment. We have had a peak on 18 June because everyone was watching India versus Pakistan final, which might not be interest to a 4-9 years old child.,” Banerji said. “In the last 6-7 months since Voot Kids’ launch in November, we have witnessed a 15X growth in viewership,” Banerji informed.
The engaging kid’s entertainment destination has now rolled out an immersive campaign “Bachche ab no more atko’ing” as a solution for parents who inadvertently place their children in the midst of boring situations — while they go about their daily chores. The campaign conceptualised by Mullen Lintas is poised to amplify engagement for Voot Kids.
Voot Kids understands empowers both, kids and parents, by becoming the kids’ best friend, transporting them into an entertaining and imaginary world brimming with excitement and delight. This message has been delivered through a creative film that will captivate both parents and kids.
Watch video here :
The music video depicts the everyday stories of kids stuck in awkward situations in the adult world. A young boy yawning behind his father in a hair salon, another awesomely bored boy stuck in a saree shop with his mom, then there’s this girl who finds herself out of place in her sister’s pre-engagement function.
The campaign will witness a marketing outreach that will include home as well as cross channel promotions, digital platforms and innovative social media outreach (for the parents) and amplification initiatives.
Speaking about the creative process, Mullen Lintas EVP Ayyappan Raj, “Voot is one of the leading brands in the Digital Video space and we are very proud to be associated with it. The brief for this campaign was based on a simple but powerful insight of ‘kids being stuck in an adult world’. “No more Atakoing…” is all about, a jolly anthem of kids being stuck in different situations.” Mullen Lintas ECD Garima Khandelwal said, “Kids being lost in their own creative world is, any day, more fun than they being trapped in ours, was the starting point of this brand film. We used a simple mnemonic of a rotating chair to tie together all the normal and everyday places for adults, but boring places for kids to be in.”
MUMBAI: ITC’s ‘Savlon Healthy Hands Chalk Sticks’ campaign has been a big winner at Cannes PR Lions 2017. It has secured top honors with a Gold in the healthcare & wellbeing category. The campaign, conceptualized by Ogilvy & Mather and produced by Good Morning Mumbai, was aimed at encouraging behavioural change towards washing hands among children.
Launched on Children’s Day in November 2016, the Savlon Healthy Hand Chalk Sticks campaign was introduced to engage children in primary schools and emphasize the importance of washing hands before eating. The chalk sticks are infused with cleansers like soap that generate lather when hands are placed under water. This makes for an engaging and memorable experience for children and in turn helps in inducing behavioural change.
MUMBAI: Qyuki Digital has always endeavored to provide a platform for creators and digital influencers to be the voice of change. This time they have collaborated with UnErase Poetry, a community producing spoken word poetry for a campaign called #Sold Bodies. The video featuring actor Kunal Kapoor raises awareness about Forced Sex Slavery & Human Trafficking in India and raise funds for the same.
Qyuki, a cross-platform media network across digital, live, TV and film founded by AR Rahman, Samir Bangara and Shekhar Kapur, Company uses proprietary technology and analytics to discover and promote digital superstars and manages the end to end value chain for them across traditional and new media platforms.
A novel initiative started by standup comedian and poet Simar Singh, UnErase Poetry creates and promotes spoken word poetry in Hindi and English. The digital creators seek to be harbingers of change by featuring a platform to speak and have their poems heard on issues of Marital Rape to Homosexuality and Patriarchy.
Qyuki through UnErase Poetry intends to bring out the true essence of the issues. Through Qyuki’s association, UnErase Poetry collaborated with Kunal Kapoor, Ketto.org (Asia’s biggest crowd funding website) and My Choices Foundation (An NGO working towards the eradication of Human Trafficking in India) with #SoldBodies, a spoken word poem by the actor raising awareness about Forced Sex Slavery, Human Trafficking In India and to raise funds for the cause.
UnErase Poetry founder Simar Singh commented saying, “It is important that we speak about issues like Sex Slavery and Human Trafficking. We have ignored these women and their rights since centuries and it is high time we treat them as equals“
Qyuki network head Sagar Gokhale says “Qyuki is more than just a talent platform. It is a mic for our creators to raise their voices about society, and bring into light some grave issues. The arts are a great way to bring the world together and UnErase poetry is doing a fantastic job with their spoken word poems. It’s community is very active and with the collaboration and might of actor Kunal Kapoor, we hope this campaign wakes up the citizens of India. UnErase has been garnering huge media interest and Qyuki is humbled and proud to be associated with such a noble cause.”
MUMBAI: Garodia International Centre for Learning Mumbai (GICLM) has launched #MyDadMyHero campaign on the occasion of Father’s Day on 18 June.
As a part of the campaign, a four-minute short film directed by Nitesh Ranglani was released on their YouTube channel featuring the school kids talking and discussing their favourite Superheroes. Furthermore, the kids can be also seen telling us the ‘superhero like’ things their dads have done for them, thus concluding who their ‘real superhero’ is!
Every Garodia Education initiative is designed to be forward-thinking, innovative and ethical so that the students get an experience that empowers them for their future. #MyDadMyHero campaign aims to inculcate a sense of real love and care in the kids. Real care does not just make a dad stronger. It makes him a hero. So this Father’s Day let’s celebrate the ones that go above and beyond- the real heroes – our dads
Speaking about the campaign, Garodia Education managing director Nishant Garodia said “Education is the most powerful weapon which you can use to change the world. We aim to nurture their minds and help them discover, in their own way, the magic and joy of learning. Inculcating the correct values in the kids is an important part of our institution. This #MyDadMyHero campaign is an ode to all the fathers out there by our school kids – a film that spotlights the many ways dads are our heroes.”
Ranglani said, “It was an absolute pleasure shooting with the kids. They never made it feel like work in the first place. Their answers and approach towards life, was so genuine and innocent. Fullmarks to their parents and teachers for imbibing such wisdom and qualities.”
MUMBAI: Eureka Forbes Ltd has launched a new TVC campaign ‘Farak Dikhta Hai’ for its flagship water purifier brand Aquaguard, where its new campaign is yet another effort wherein the brand introduces first-of-its kind revolutionary patented technology – ‘BiotronTM’, which help consumers understand the clear differentiation and the technology will make to their lives and health thereby strengthening preference for the brand.
Through the new TVC, Aquaguard aims to educate and create awareness among consumers and break free from the clutter about safe, pure, healthy water and focuses on the need of healthy drinking water for an individual’s holistic growth. As a part of this TVC, Madhuri Dixit will be seen highlighting the differentiation and impact that the new technology will have on human body and the need to drink healthy water. The campaign has been creatively planned by Triton Communications and will be launched across all media channels and platforms.
Eureka Forbes CEO Marzin R. Shroff said, “Through the launch of ‘Farak Dikhta Hai’ campaign, we continue our efforts to build a stronger and healthier India and aim to create a meaningful difference to the lives of the consumers thereby promoting healthy living.”
Madhuri Dixit Nene said, “Healthy water enriched with essentials minerals plays an important role for maintaining good health. Being a custodian of my family’s health and wellbeing, it gives me a sense of reassurance to be associated with the brand.”