MUMBAI: ‘A mother’s love is unconditional, unparalleled and irreplaceable, a universal truth that can only be felt. Nothing else in the world can be compared to her love!’ Sadly, there are 20 million children in India living in orphanages, deprived of this blessing.
To touch the lives of such many little wonderful souls, one of the leading FMCG brand – Mother’s Recipe kick-started it’s unique and stimulating Mother’s Day campaign #TasteOfMothersLove.
The campaign has been conceptualized and executed by Mother’s Recipe and Triton Communication with the aim to introduce mothers to the idea of sharing the most precious emotion – ‘Mother’s Love’ with the special kids. At the ground level, the brand partners with several orphanages across India to organize well-planned events, creating an enriching experience and everlasting memories for both mothers and the children.
The initiative is amplified through various media platforms like Print, Radio, YouTube, Facebook, Twitter and Instagram, to engage with the relevant target audience. A microsite has been launched specifically to support this cause and provide campaign and registration details – http://mothersrecipe.com/mothersday/
Sanjana Desai, Head Business Development, Desai Brothers Ltd said, “Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time to the children who need it the most.” She added, “The ambitious campaign started three years ago, which at present has spread mother’s love with 900 mothers to 950 children in 18 orphanages across five cities – Mumbai, Pune, Delhi, Bangalore and Kolkata.”
The campaign video beautifully captures the mother-child relationship and showcases how essential emotional intimacy is in a child’s life, especially for the ones living in orphanages.
MUMBAI: Dentsu One, the creative agency from Dentsu Aegis Network, has rolled out a new campaign for JK Tyre’s two wheeler tyre range, Blaze.
The campaign takes forward JK Tyre’s equity of ‘Total Control’ and further strengthens it by combining the communication with a strong consumer insight. The tagline, ‘Ab se tyres mein sirf JK is OK’ arrives from the above insight and re-assures the consumer that when it comes to tyres, JK Tyre’s Blaze is the right choice.
The film is based on real insights taken from the people of India and the ‘It’s OK yaar (friend)!’ attitude that is prevalent amongst these consumers when it comes to choosing a tyre for their bikes. While bikers ride through so many challenges on road – ranging from bad roads to potholes to sharp turns to slippery roads to accident prone areas – they do not care about the tyres that they ride on. The film highlights such challenges and enforces that ‘It’s not OK’ to have ignorant attitude towards their bike’s tyres as the safety of the individual and his family rests on the tyres being used. The film then introduces JK Tyre’s Blaze variant, which is racetrack tested with hybrid technology and ensures that one gets ‘Total Control’ on the road.
Commenting on the campaign, Titus Upputuru, National Creative Director, Dentsu One said, “Like the line in the film says, today young people fuss more about their hairstyle than the tyres for their two-wheelers. With the launch of two-wheeler tyres that provide total control, we wanted to wake up an entire generation to put their minds to the journey they make everyday. As consumers, we are okay with a lot of things. This campaign puts an end to this attitude.”
Vikram Malhotra, Marketing Director, JK Tyre & Industries said, “We have adopted a 360-degree promotion campaign for Blaze through our marketing and communication platforms. The tagline and message of our campaign ‘Ab se tyres mein sirf JK is OK’ is rooted in our firm commitment to total control and safety while driving on roads. We are going all out with our campaign and expect the premium range of tyres to cover 75%-80% of the domestic two-wheeler tyres replacement market demand.”
The amalgamation of the serious visuals with the satirical voiceover with a touch of dry humour is what makes the film unique. The 360 degree campaign including the TVC, outdoor, digital have been developed to extend the campaign ‘Aaj se tyres mein sirf JK is OK’.
MUMBAI: British retailer Marks & Spencer has announced the launch of its new brand proposition in India: ‘Life. Spend it Well’.
More than just a tagline, ‘Life. Spend it Well’ is an attitude – designed to inspire and enable people to make every moment special by focusing on the quality experiences, people and things that really matter. The new advertising campaign will sit across all digital channels, in-store and all Marks & Spencer marketing communications in India moving forward.
‘Life. Spend it Well’ is based on the insight that, people increasingly seek out what is important: the quality experiences, people and things that make life special. Marks & Spencer exists to help its customers make the most out of every moment and every minute. ‘Life. Spend it Well’ is about grabbing life, wearing your best coat, and, yes, never settling for uncomfortable knickers.
The bold advert takes customers on a journey from cradle to graceful (or not-so-graceful) empowerment, reminding every woman and every generation that life is short, so spend it well. A series of uplifting vignettes featuring women of all ages celebrate the power of everyday choices. These choices range from the practical to the emotional, with viewers urged to say no to regrets and no to comparing yourself to others.
The launch of this campaign introduces an inspirational tone of voice for the brand, and focuses on attitude and empowerment. It represents a commitment to putting the consumer at the heart of everything it does – positioning Marks & Spencer as enabler of a life well-lived – and includes a significant focus on customer experience.
The new advertising campaign is the first from Valenstein & Fatt (the creative agency formerly known as Grey London). The advert was directed by François Rousselet through Riff Raff Films, and, fittingly, set against a new arrangement of David Bowie’s classic Rebel Rebel.
Patrick Bousquet-Chavanne, Marks & Spencer’s Executive Director of Customer, Marketing & M&S.com said: “Our ‘Life. Spend it Well’ campaign in India is a radical departure from where we’ve been previously. It speaks to deep truths about our customers and celebrates their lives in a way which is new and innovative for the brand. To remain relevant and attract new customers, we need to get people thinking differently about Marks & Spencer and recapture our position as a pioneer in culture.
“That’s why the energy, swagger and spirit of ‘Life. Spend it Well’ is so important – it’s about empowering our customers to say no to the ordinary, so you can say yes to the best. We’re committed to helping our customers spend their lives well by understanding what clothing fits and flatters today’s modern woman, and by ensuring this philosophy is applied across the entire customer experience.”
The new advert is part of an integrated campaign in India including social media, digital, press, outdoor, in-mall and in-store activation.
MUMBAI: India’s leading fruit juice player Manpasand Beverages has launched its latest TVC campaign for ‘Fruits Up’ featuring brand ambassador Tapsee Pannu. This is the first Ad of the brand with Tapsee after she was signed up as the brand ambassador for the product in December 2016. Fruits Up offers a range of carbonated fruit drinks in different flavours and is made without any synthetic base to cater to the changing preference of Indian palate.
‘Fruits Up’ is primarily targeted at the young urban consumers who are candid, sensible and conscious of their choices.
Keeping its target audience in mind, the campaign shows a confident and affirmative Tapsee Pannu walking with a tray full of ‘Fruits Up’ to greet and meet her prospective matrimonial match. The ad on the surface seems like slipping down the usual traditional way, but here’s the twist. Tapsee Pannu, dressed in a chic western outfit instead of an Indian ensemble, turns the table around as the groom’s parents hesitantly put forth their “modest” demands. She prevails by asking the groom side whether ‘they’ have the capacity to fulfill these demands, else the game is off! This new thinking and change in perspective is capped by the voice over “Badal raha hai India ka swad” (India [and it’s taste] is changing).
The ad not only depicts the change in perspective and preferences of the youth of today, but also breaks various stereotypes. First, it builds up on the strong persona of the characters played by Pannu in her recent films and depicts her as a self-assured young woman who knows her mind and is not going to be cowed down by age old societal charades. Secondly, it offers “Fruits Up” as a healthy fizzy alternative to existing synthetic based cola drinks. The message is further accentuated by the tag line, “Fruit Bhi Fizz Bhi.”
Manpasand Beverages believes that the youth today are much more aware and in touch with reality. Along with being outgoing and candid, they are responsible to and ready to look at their surrounding with a non-conventional lens. Hence, ‘Fruits Up’ is positioned as a youth oriented brand for people who are open to try innovative drinks without compromising on the health quotient.
Abhishek Singh, Director, Manpasand Beverages Ltd. said, “‘Fruits Up’ represents a variety of healthy carbonated fruit drink with goodness of fruit pulp in it. Our tag line, “Fruit with Fizz” is the apt description of the brand that aims to capture the health conscious and sensible youth of today. We wanted the campaign to resonate with the youth of today and also stress on the changing norms of the society. “
Singh said, “Through this TVC, our aim was to convey the essence/idea of the product rather than advertise the product itself. As our brand is positioned as a healthy alternative to synthetic cola drinks, we decided to use the matrimonial meet-up as the backdrop to showcase today’s strong-willed women who make their own choices and simultaneously highlight ‘Fruits Up’ as a flavorful fizzy drink.”
MUMBAI: As it stands today, the Indian e-commerce marketplace has traversed miles ahead since it took off a few years ago. What was a doubtful and not-so-premium affair a few years ago has now become a convenient and foolproof mode for customers to shop and access products of their choice. The wheels of change were set in motion when Sachin Bansal and Binny Bansal set up Flipkart thereby introducing online shopping to the country. Since then the e-commerce marketplace has grown multifold and has emerged a hot favourite for customers and investors alike.
Since 2007, Flipkart has been at the forefront of innovation thereby becoming the preferred choice of online shoppers. To celebrate this decade-long association with the customers, Flipkart has announced a year-long initiative under ‘BIG 10’. To begin with, it has unveiled a massive marketing communication ‘Big 10 Sale’, where it has put together a never before combination of 10 Big Benefits that make this event bigger than a sale. What’s unique about this is that it not only gives great discounts, but also offers an opportunity for customers to win international trips, a chance of free shopping, free gifts every hour and much more.
Commenting on the rollout of this unique communication initiative, Kartikeya Bhandari, Senior Director Marketing, Flipkart said, “Flipkart completes 10 years and we are celebrating this with our customers in a grand way by offering 10 big benefits in the Big 10 Sale. With a bouquet of deals, discounts, freebies, giveaway etc. we felt that this was far bigger than a regular sale event. Further, we looked closely at how our shoppers were consuming content across digital platforms and designed a campaign which was specifically ‘made for digital’. The types of engagement activities, sequencing of messaging along with creatives has all been designed with digital consumer in mind.”
The communication has been designed to showcase the largeness of this sale in a montage format. It showcases people from different walks of life across five real-life everyday situations talking about the bigness of the sale. In every situation, we have one person who is informing the other about the event and the others trying to get their head around the sheer scale of the sale. The communication has also taken a comparative route to establish the bigness of this sale. Eg. ‘Normal sale mein only discounts, Flipkart Big 10 Sale mein Big Discounts Ke Saath International trip bhi.’
Since this is a new property, the campaign is designed in a way that it generates maximum awareness about the event and thereby the benefits. To achieve this objective, the campaign broke with 5 teaser films to create buzz around the fact that Flipkart is coming up with something big. This was followed by a master film and related films to bring the entire campaign alive.
Highlighting the creative thought process behind the Big 10 Sale, Rajesh Ramaswamy, Executive Director, Lowe Lintas said, “The idea was simple. ‘It’s not just a sale.’ It was something much bigger. We wanted to amplify this in a really unique and entertaining manner.” The campaign has been rolled out across popular online mediums and would span over a period of 15 days across India.
MUMBAI: The global PR and viral campaign for the film #WhatIReallyReallyWant by Project Everyone, supported by Getty Images and SAWA and launched by the international communications agency Sterling Media, has been awarded the Silver prize for Video Project of the Year at the British Media Awards 2017.
Taking place at The Hilton Park Lane, the British Media Awards recognise ‘excellence and innovation’ across the industry. Other shortlisted nominees included fellow winners Shotglass Media and New Scientist, as well as The Guardian and The Economist.
On the 20th anniversary of the release of the Spice Girls’ Wannabe video, the campaign marked 20 years of Girl Power with the updated version “#WhatIReallyReallyWant”. The film reflects the voices of girls and women all over the world telling world leaders what Goals they ‘really really want’ to be achieved to help improve their lives. The campaign was supported by Getty Images and SAWA. The video received support from high profile personalities such as Spice Girls Victoria Beckham, Melanie C and Emma Bunton on Social Media, the public and international media to help it generate a spectacular 150 million views online in just a few days of its launch. The video was the 3rd highest trending topic in UK on Facebook in the first 24 hours after release.
Sterling Media managed the global communications campaign for #WhatIReallyReallyWant, playing a vital role during its development alongside Project Everyone. Sterling Media was able to make an impact on the film through securing talent such as Bollywood actress Jacqueline Fernandez, who opens the short film with a spirited performance. Sterling Media launched the film globally, securing coverage for #WhatIReallyReallyWant and the Global Goals in mass media across Europe, USA, India, the Far East, Australia and Africa.
Natasha Mudhar, CEO and MD of Sterling Media said: “On behalf of everyone at Sterling Media, we are honoured to have received the Silver Prize for Video Project of the Year at the British Media Awards. We would like to thank the judges at the British Media Awards and the event organisers, as well as congratulate our fellow award winners. We are delighted that the film #WhatIReallyReallyWant, launched with our partners at Project Everyone, is receiving wider recognition. Sterling Media was launched with the mission of brining brands closer to their purpose and we hope the accolades and response that #WhatIReallyReallyWant film has received are indicative of the wider positive impact it has made.”
MUMBAI: Renault, one of the fastest growing automotive brands in the country, will release its new TVC for the recently launched Duster Petrol with CVT (Continuously Variable Timing) automatic gearbox. The first in the series goes live on Monday (8 May).
Setting the benchmark for perfection, Renault Duster has firmly achieved the status of being a cult product in the Indian automobile industry. Duster plays a pivotal role in Renault India’s product portfolio and with the introduction of the new petrol range with CVT transmission, Renault has the widest offering in the segment, enabling to best cater to evolving customers’ needs.
The new campaign seeks to build greater appeal, and expand the market base for a car that has been well accepted and loved by the country for over five years now. The film celebrates the spirit of the Duster driver, characterized by a certain inner strength, sincerity and sense of duty – qualities that resonate with greater India.
Renault India head of marketing Virat Khullar said, “This is the first time Renault has introduced an emotive campaign on social awareness for the Duster. The TVC essentially retains the Duster’s iconic macho stance, but also adds a heart of gold to the narrative. The overarching objective was to realign the communication approach for the new Duster in a way that it resonates with both urban and semi urban audiences, thereby reaching out to a wider base of audience. The campaign subtly brings this emotion alive, through our protagonist, with his all-terrain capable and resilient new Renault Duster. The campaign essentially drives home the point to take the right step with the right intent that becomes a source of inspiration for others too.”
Conceptualised by Law and Kenneth Saatchi and Saatchi, Renault in its latest TVC campaign aims to create an awareness campaign, encouraging people to be more socially conscious, highlighting the versatility of the true SUV- Duster.
The TVC opens with an aerial shot of the new Duster wherein the protagonist, a smart young guy, driving the new Duster CVT through a narrow hilly area with a perfect picturesque background. As the road takes a turn, the young fellow finds that the road is blocked by a trailer of oranges which accidentally got overturned. Further aggravating the situation, some hooligans are seen taking stock of the strewn oranges while an insane biker is crushing the oranges lying over the road.
Two elderly farmers vehemently try to prevent them but fail miserably in their attempts. The protagonist stops his Duster in the midst of the commotion and the hooligans escape from there. Braving all odds, the protagonist himself tries to move the trailer to clear the road-block while others get inspired too and join him.
The film now portrays the dynamic SUV ability of the new Duster CVT as it literally helps in clearing the road-block, bringing smiles to the farmer’s face. The rendition of the TVC also aims to depict the protagonist as a Samaritan who stands up to break the archetypical barriers bothering all civilized citizens of the country. The film ends with the fruit trailer being towed by the powerful Duster CVT as it traverses through the scenic hilly landscape to drop the farmer at the market place.
Executive creative director Kartik Smetacek said, “The task was to build emotional appeal for the new Duster. We mined stories that would strike a chord with greater India, while also allowing us to demonstrate the inherent strength and capability of the car.”
The new TVC celebrates the humanitarian spirit of the protagonist, characterized by sincerity, solidarity and sense of moral duty – qualities that resonate with the new age India. The personality reflects the Duster’s inherent characteristics of strength, resilience and real SUV capability. The TVC is summed up with the voiceover, “Presenting the new Duster with the DNA of a true SUV for the new Indians who believes in doing things right” as the background score lifts up the spirit.
MUMBAI: Intex Technologies, a leading consumer electronics major, which had recently announced its first ever range of air-conditioners to complete its bouquet of consumer durables offerings, has come out with its maiden ad campaign for the range today. The ad conceptualized by Publicis India depicts the situation of a typical middle-class Indian household using air-conditioners guzzling electricity and in turn grappling with the after-affects of high electricity bills.
ACs consume a lot of electricity when used regularly for long hours during summers. This often results in very high electricity bills that is quite shocking for a common man. The advertisement draws a comparison between this extreme shock or ‘Dill ka Daura’ with the creative expression of ‘Bill Ka Daura.’ The campaign stresses that with the installation of Intex Super Saver Inverter ACs in the house, a middle-class family saves 30% electricity, gets 15% faster cooling and thereby prevents itself from having a ‘Bill Ka Daura’.
Speaking about the first AC campaign, Nidhi Markanday, Director & Business Head, Intex Technologies said, “The TVC is aimed at eliminating the fear in the minds of common people that in summers switching ON air-conditioners means incurring high electricity bills. With Intex ACs, we have made sure that every household can now freely use their ACs to enjoy the cool atmosphere without thinking of power consumption. Intex has always striven to change people’s lives through affordable and quality products. Our power packed range of air conditioners complete our consumer durables product portfolio and strengthen our positioning in the Indian market.”
The campaign is set in a house with family members and a doctor where the man has suffered from an extreme shock which has been caused due to the high electricity bill. Intex Super Saver Inverter AC comes out as a solution for this ‘Bill Ka Daura’ in a humorous and entertaining manner.
The superior technology of Intex ACs acts as an enabler by appealing to the ‘cost consciousness’ of the Indian family and so is assured that they can go ahead and switch ON the AC whenever they want. The Air Conditioners boast of E3 Chill proposition – Efficient, Effective and Economical.
MUMBAI: Did you know that you can avert a farmer’s suicide while in the comfort of your homes? There is a wonder grain that grows in the driest of conditions, doesn’t require pesticides, can feed his family and give a good return for his investment. Millets are a boon to the farmer and to your health. It isn’t called a wonder grain for nothing.
This is about an interesting campaign spearheaded by the Karnataka to promote millets – the super food. The whole idea of this public awareness campaign to bridge the gap between farmers, traders and consumers and help both farmers and consumers in getting reasonable price and cost. The health benefits of organic produce, especially millets in the current phase of development and life style change are very high. They are the best food naturally available to combat the ill effects of refined and junk food.
Krishna ByreGowda, Minister for Agriculture, GOK, indicated the contradictory condition of farmers and seller relating to Organic produce. While the farmers are ready to cultivate organic farming the main constrain is market and getting reasonable price. On one hand farmers are not finding reasonable market on the other hand the consumers are not in a position to buy the same at reasonable price. In order to overcome this issue of getting remunerative market for the farmers and reasonable price for the consumers, Government of Karnataka has promoted 14 District level Organic Federation of the Farmers covering all 30 districts in the State.
A long term business potential worth Rs.100 Crore generated for Farmers at the recently held, National Trade fair – Organics & Millets 2017, Bengaluru. 20 MOUs signed between Marketers and Farmer Federations of Karnataka.
Spearheaded by Gowda, Karnataka is actively working towards highlighting the importance of millets for both consumers and producers, while creating channels to improve the demand and supply of the grains.
The fair also saw a ‘Dream tree’ amidst the crowd,holding onto the dreams and expectations that the farmers and consumers alike are leaving with. The Dream Tree was erected on the first day of the fair to capture these dreams so the Government can work to make them a reality.The Dream Tree drew its significance from ancient Indian tradition of tying ‘wishes’ to spiritually significant trees. Here, we look at some of the wishes that people are leaving behind (mostly anonymously) hoping for a healthier future, and empowered farmers.“Farmers need to get a good price for their products. Only when they are empowered, will our nation progress,”says one wish.
MUMBAI: After tugging at your heartstrings last year with ‘Fuelled by Love’, British Airways brings you its latest brand campaign ‘Discover the London You Don’t Know’. In the form of a digital film, the campaign showcases a versatile London, which, while being immersed in legacy, provides young millennials with its contemporary delights.
The digital-film will be promoted on British Airways’ social media channels including, Facebook, Twitter and YouTube and run alongside print, digital, outdoor and social media campaigns from 02 May until 20 May 2017.
British Airways has committed to putting the customer back into the heart of everything they do, and connect people and possibility in the moments that matter the most. The brief was to make British Airways seen as the catalyst of unforgettable experiences, adventures and making memories. The creative had to connect both rationally and emotionally with the India’s younger population. The germ of the idea came from the insight that today’s Indian travellers are more travellers, than tourists. They look for offbeat experiences through which they discover themselves better. Also, across generations, London has been a character in most people’s travel stories, never a destination and British Airways has been a trusted partner since 1924 in many such stories. Thus, the idea of following a young man’s journey to London to retrace his grandfather’s footsteps.
Seen through the eyes of a young man from Chennai who discovers his grandfather’s journal, the viewers are taken on a journey in which he relives his grandfather’s time in London, eventually discovering a city he did not know. Blending nostalgia with youthful exuberance, the protagonist savours London from new perspective.
OgilvyOne WW New Delhi senior creative director Abhishek Gupta says, “The idea was to show that no matter how many London stories you have heard, there’s always one that you haven’t. Because that story is for you to discover. And choosing to fly British Airways is the best culmination to any story about London. Also, there’s the fact that Indians have been flying British Airways for generations. The challenge was to create a film that captures both these facets.”
British Airways’ head of sales – Asia Pacific and the Middle East Robert Williams says, “From culture seekers and sporting fans to shopaholics and foodies, everyone on a holiday is spoilt for choice across London’s unique multicultural offerings. Through this campaign, we would like to encourage our customers to fly to London and make their own London story.”
Flying to London has become even more cost effective with the strength of the rupee against the pound. With these great value offers and so much happening in London, this is the best time to visit the city, Robert added.