MUMBAI: Since it launched the Fusion Proglide Flexball razor, Gillette India has been coming up with various promotional strategies, with one of the strategies being promoting it through social media .
The new Gillette razor is different from the previous razors launched by the brand. It has five blades on the front and one blade at the back that allows it to swivel back and forth. The movement of this razor is quite similar to how one’s wrist works. The new Flexball technology helps men to shave without twisting their face in awkward ways.
The brand now has an ongoing campaign for its Fusion Proglide Flexball razor on Twitter – The Flexball Challenge that challenges its patrons. To enter The Flexball challenge, one has to tweet to Gillette India with #Flexiballchallenge and wait till Gillette India makes its first move. (For example; ‘I am ready for #TheFlexballchallenge @GilletteIndia’)
Once Gillette India has made its first move by sending a chart which is divided into three rows and three columns -A1-A3,B1-B3,C1-C3, the participants have to reply to the move by choosing the desired position. (For example A3#TheFlexballchallenge). The game is a clever way of explaining the flexibility of the product as players do not have to use pen or pencil to play the game.
Before getting started with the game, participants have to keep its in mind. For instance only one game at a time can be played. Furthermore participants can always ask for a rematch. The hashtag has to be used always and one must wait until Gillette India responds back, resending or changing of moves are not allowed. The challenge has taken Twitterti by storm. Over a hundred participants have tweeted and taken part in the challenge so far. Here are a few examples:
sujoy_kapur tweeted, “C1 is my first move team @GilletteIndia #TheFlexballChallenge.”
avdesh_roy tweeted, “Friends lets take #TheFlexballChallenge Play & win @GilletteIndia @saraf_silky
Amol_77 tweeted, “I am ready for #TheFlexballChallenge join me and play it @GilletteIndia guys.”
MUMBAI: Since it launched the Fusion Proglide Flexball razor, Gillette India has been coming up with various promotional strategies, with one of the strategies being promoting it through social media .
The new Gillette razor is different from the previous razors launched by the brand. It has five blades on the front and one blade at the back that allows it to swivel back and forth. The movement of this razor is quite similar to how one’s wrist works. The new Flexball technology helps men to shave without twisting their face in awkward ways.
The brand now has an ongoing campaign for its Fusion Proglide Flexball razor on Twitter – The Flexball Challenge that challenges its patrons. To enter The Flexball challenge, one has to tweet to Gillette India with #Flexiballchallenge and wait till Gillette India makes its first move. (For example; ‘I am ready for #TheFlexballchallenge @GilletteIndia’)
Once Gillette India has made its first move by sending a chart which is divided into three rows and three columns -A1-A3,B1-B3,C1-C3, the participants have to reply to the move by choosing the desired position. (For example A3#TheFlexballchallenge). The game is a clever way of explaining the flexibility of the product as players do not have to use pen or pencil to play the game.
Before getting started with the game, participants have to keep its in mind. For instance only one game at a time can be played. Furthermore participants can always ask for a rematch. The hashtag has to be used always and one must wait until Gillette India responds back, resending or changing of moves are not allowed. The challenge has taken Twitterti by storm. Over a hundred participants have tweeted and taken part in the challenge so far. Here are a few examples:
sujoy_kapur tweeted, “C1 is my first move team @GilletteIndia #TheFlexballChallenge.”
avdesh_roy tweeted, “Friends lets take #TheFlexballChallenge Play & win @GilletteIndia @saraf_silky
Amol_77 tweeted, “I am ready for #TheFlexballChallenge join me and play it @GilletteIndia guys.”
BENGALURU: Tourism Malaysia will launch a 360 degree campaign in April in India to attract more tourists from the country. The Malaysia Tourism Promotion Board (MTPB) wants to attract 10 lakh tourists from India and Sri Lanka this calendar year. To that extent, Tourism Malaysia has announced new tourism destination packages which it will also be promoting during the campaign.
Malaysia’s tourism sector continued to be a significant contributor to the country’s economy in 2015, with global tourist arrivals at 257 lakh. The South Asian market is important to Malaysia and Indians remained its top 10 arrivals in 2014, ranking sixth with a total of 770,108 tourists, while Sri Lanka recorded 61,670 tourists. In 2015, hit by the two Malaysia Airlines mishaps, the number of tourists from India and Sri Lanka declined to 722,141 and 51,337 respectively.
“The campaign that will start in April will be an on-going one. We are targeting Malaysian Ringgit (RM)103 billion revenue from tourists from across the world this year. In 2015, revenues from tourism were RM69.1 billion, in 2014 they were RM72.13 billion,” informed Indian community relations advisor to the Minister of Tourism & Culture Malaysia and a member of Tourism Malaysia board of directors Dato’ Daljit Singh.
Tourism Malaysia’s campaign will include print, digital, outdoor, television and radio. For the present, creatives and media buying will be handled by the MTPB headquarters in Malaysia. “We will look at popular local and regional television channels and radio stations in select cities for the campaign. Even in the case of print, we will be looking at publications that are favoured by readers. For example, in Tamil Nadu, we would look at channels like Sun TV for our TVCs’,” said MTPB director Noor Azman Bin Samsudin.
“Tourism Malaysia has recently revamped its website to make it more user-friendly. We are very much there on social media such as Facebook and Twitter,” revealed MTPB’s senior deputy director – South Asia & Africa Unit and International Promotion Division – Salahuddin Mohd Ariffin.
Further, as part of its efforts to raise awareness on Malaysia as a destination of choice and to engage with the media, Tourism Malaysia has embarked on a sales mission to India and Sri Lanka from 25 February to 3 March. The sales mission is expected to increase tourist arrivals and receipts from the South Asian market during the peak travelling season from May to July.
The 9-day sales mission covers the Indian cities of Chandigarh, Lucknow, Bengaluru, Kochi, and Colombo in Sri Lanka. The delegation, headed by Dato’ Daljit Singh, comprises representatives from travel agents/tour operators, hotels/resorts, tourism products/attractions, state tourism authorities, and airlines. Some of the notable delegates include Genting Malaysia Bhd, Legol and Malaysia Resort, Sunway Lagoon, Tourism Johor, Tourism Selangor, Malaysia Airlines, Malindo Air, and AirAsia.
BENGALURU: Tourism Malaysia will launch a 360 degree campaign in April in India to attract more tourists from the country. The Malaysia Tourism Promotion Board (MTPB) wants to attract 10 lakh tourists from India and Sri Lanka this calendar year. To that extent, Tourism Malaysia has announced new tourism destination packages which it will also be promoting during the campaign.
Malaysia’s tourism sector continued to be a significant contributor to the country’s economy in 2015, with global tourist arrivals at 257 lakh. The South Asian market is important to Malaysia and Indians remained its top 10 arrivals in 2014, ranking sixth with a total of 770,108 tourists, while Sri Lanka recorded 61,670 tourists. In 2015, hit by the two Malaysia Airlines mishaps, the number of tourists from India and Sri Lanka declined to 722,141 and 51,337 respectively.
“The campaign that will start in April will be an on-going one. We are targeting Malaysian Ringgit (RM)103 billion revenue from tourists from across the world this year. In 2015, revenues from tourism were RM69.1 billion, in 2014 they were RM72.13 billion,” informed Indian community relations advisor to the Minister of Tourism & Culture Malaysia and a member of Tourism Malaysia board of directors Dato’ Daljit Singh.
Tourism Malaysia’s campaign will include print, digital, outdoor, television and radio. For the present, creatives and media buying will be handled by the MTPB headquarters in Malaysia. “We will look at popular local and regional television channels and radio stations in select cities for the campaign. Even in the case of print, we will be looking at publications that are favoured by readers. For example, in Tamil Nadu, we would look at channels like Sun TV for our TVCs’,” said MTPB director Noor Azman Bin Samsudin.
“Tourism Malaysia has recently revamped its website to make it more user-friendly. We are very much there on social media such as Facebook and Twitter,” revealed MTPB’s senior deputy director – South Asia & Africa Unit and International Promotion Division – Salahuddin Mohd Ariffin.
Further, as part of its efforts to raise awareness on Malaysia as a destination of choice and to engage with the media, Tourism Malaysia has embarked on a sales mission to India and Sri Lanka from 25 February to 3 March. The sales mission is expected to increase tourist arrivals and receipts from the South Asian market during the peak travelling season from May to July.
The 9-day sales mission covers the Indian cities of Chandigarh, Lucknow, Bengaluru, Kochi, and Colombo in Sri Lanka. The delegation, headed by Dato’ Daljit Singh, comprises representatives from travel agents/tour operators, hotels/resorts, tourism products/attractions, state tourism authorities, and airlines. Some of the notable delegates include Genting Malaysia Bhd, Legol and Malaysia Resort, Sunway Lagoon, Tourism Johor, Tourism Selangor, Malaysia Airlines, Malindo Air, and AirAsia.
MUMBAI Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives.
The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.
Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.
Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.
Leo Burnett South Asia CEO Saurabh Varma said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.
A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”
Leo Burnett CCO RajDeepak Das added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.”
Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV. While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.
MUMBAI Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives.
The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.
Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.
Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.
Leo Burnett South Asia CEO Saurabh Varma said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.
A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”
Leo Burnett CCO RajDeepak Das added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.”
Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV. While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.
MUMBAI: Amidst the blazing presence of several social media and networking platforms like Twitter, Facebook, Whatsapp, Instagram and Pinterest, it is hard to imagine a way to socialise and network without needing to share, like, tweet, tag and hashtag others. However, the fact remains that people did network, hangout and have vibrant discussions even before social media existed; be it over hot steaming mugs of coffee, at the dinner table at home or over clinking bottles of beers at parties. Kingfisher strikes this note with a new cleverly crafted campaign that declares the popular alco-beverage brand from United Beverage Limited as the Original Social Network.
Through a series of seven short and snappy videos titled Channel, Follow, Check In, Whatsapp Tick, Sharing, Trending and Tinder, the brand establishes Kingfisher beer as an essential element of socialising while using modern social media jargon like ‘#TheRightSwipe’ for Tinder, ‘share’, ‘like’ and the concept of double ticks on Whatsapp.
While JWT is the creative agency for the campaign, Kingfisher has given the digital mandate for the same to 22feet Tribal Worldwide
“Until recently before the advent of social media, networking was around beer. Now, after seeing the new way youngsters socialise we thought of giving a new spin to the old idea of networking over beers, yet giving the modern terminology that the youth is familiar with,” United Breweries marketing senior vice president Samar Singh Sheikhawat tells Indiantelevision.com.
Taking the digital first route, the brand plans to release the campaign on digital platforms a week before its scheduled release on television and other traditional media, which is slotted for the beginning of April, followed by a 360 degree marketing campaign for the same.
“Keeping in mind that partnerships is the way forward, we are engaging with Google, Facebook and Twitter and plan to sign annual agreements with such platforms across all our campaigns. We are currently in dialogue with Google, Adobe and Twitter with whom we will be signing partnership contracts with an aim to become the most salient alco-bev brands across these platforms over the next few years. Given the nature, magnitude and aim of the campaign, the brand is heavily investing into The Original Social Network,” says Sheikhawat.
“Between television and digital it’s a very large component of our spends. In the financial year 2015 – 2016, almost 15 per cent of our spends on marketing for brand Kingfisher will go into The Original Social Network. For the next year (2016 – 2017), we will be increasing the spends to 20 per cent,” reveals Sheikhawat revealing that the brand intends to shoot an original film to take the campaign to the next phase.
“If one were to consider the peripheral promotional videos, the budget for the campaign may go up to 25 per cent,” asserts Sheikhawat.
Alcoholic beverage brands have long mastered the art of surrogate advertising without making direct reference or showcasing the same in traditional media. Some use music cassettes and CDs, while others use websites as references. It is no doubt a creative challenge for marketers of alcoholic beverages to come up with new innovative ways to make a brand statement.
“I think the industry has found a way around it. We, at Kingfisher have a viable alternative, which is the Rs 200 crore packaged drinking water brand from Kingfisher. Unlike other brands, we use this legitimate viable product to our advantage,” Sheikhawat shares.
Keeping the constraints in mind the new campaign becomes all the more important for it highlights the moments around the product rather than the product itself.
“If we connote the micro moments around beer, we can find nomenclature for the same in social media that we are used to. So we thought it would be a good idea if we could build a campaign on this sentiment that marries both worlds of networking,” he adds.
On the digital front, since YouTube doesn’t allow alcohol advertising, Kingfisher will go for a non product communication of the brand on the platform. The same goes for the open page that the brand has on Facebook. On the other hand, on its age-gated page, the brand will go for product advertising.
MUMBAI: Amidst the blazing presence of several social media and networking platforms like Twitter, Facebook, Whatsapp, Instagram and Pinterest, it is hard to imagine a way to socialise and network without needing to share, like, tweet, tag and hashtag others. However, the fact remains that people did network, hangout and have vibrant discussions even before social media existed; be it over hot steaming mugs of coffee, at the dinner table at home or over clinking bottles of beers at parties. Kingfisher strikes this note with a new cleverly crafted campaign that declares the popular alco-beverage brand from United Beverage Limited as the Original Social Network.
Through a series of seven short and snappy videos titled Channel, Follow, Check In, Whatsapp Tick, Sharing, Trending and Tinder, the brand establishes Kingfisher beer as an essential element of socialising while using modern social media jargon like ‘#TheRightSwipe’ for Tinder, ‘share’, ‘like’ and the concept of double ticks on Whatsapp.
While JWT is the creative agency for the campaign, Kingfisher has given the digital mandate for the same to 22feet Tribal Worldwide
“Until recently before the advent of social media, networking was around beer. Now, after seeing the new way youngsters socialise we thought of giving a new spin to the old idea of networking over beers, yet giving the modern terminology that the youth is familiar with,” United Breweries marketing senior vice president Samar Singh Sheikhawat tells Indiantelevision.com.
Taking the digital first route, the brand plans to release the campaign on digital platforms a week before its scheduled release on television and other traditional media, which is slotted for the beginning of April, followed by a 360 degree marketing campaign for the same.
“Keeping in mind that partnerships is the way forward, we are engaging with Google, Facebook and Twitter and plan to sign annual agreements with such platforms across all our campaigns. We are currently in dialogue with Google, Adobe and Twitter with whom we will be signing partnership contracts with an aim to become the most salient alco-bev brands across these platforms over the next few years. Given the nature, magnitude and aim of the campaign, the brand is heavily investing into The Original Social Network,” says Sheikhawat.
“Between television and digital it’s a very large component of our spends. In the financial year 2015 – 2016, almost 15 per cent of our spends on marketing for brand Kingfisher will go into The Original Social Network. For the next year (2016 – 2017), we will be increasing the spends to 20 per cent,” reveals Sheikhawat revealing that the brand intends to shoot an original film to take the campaign to the next phase.
“If one were to consider the peripheral promotional videos, the budget for the campaign may go up to 25 per cent,” asserts Sheikhawat.
Alcoholic beverage brands have long mastered the art of surrogate advertising without making direct reference or showcasing the same in traditional media. Some use music cassettes and CDs, while others use websites as references. It is no doubt a creative challenge for marketers of alcoholic beverages to come up with new innovative ways to make a brand statement.
“I think the industry has found a way around it. We, at Kingfisher have a viable alternative, which is the Rs 200 crore packaged drinking water brand from Kingfisher. Unlike other brands, we use this legitimate viable product to our advantage,” Sheikhawat shares.
Keeping the constraints in mind the new campaign becomes all the more important for it highlights the moments around the product rather than the product itself.
“If we connote the micro moments around beer, we can find nomenclature for the same in social media that we are used to. So we thought it would be a good idea if we could build a campaign on this sentiment that marries both worlds of networking,” he adds.
On the digital front, since YouTube doesn’t allow alcohol advertising, Kingfisher will go for a non product communication of the brand on the platform. The same goes for the open page that the brand has on Facebook. On the other hand, on its age-gated page, the brand will go for product advertising.
NEW DELHI: A quirky brand campaign has been launched by the marketing app ShopClues to break the clutter in the realm of e-commerce with its value-for-money shopping experience.
#MallNahiMarket is a 360-degree media campaign, which reinforces ShopClues’ market positioning as a mass brand. The campaign offers shoppers an experience of an Indian street market with competitive pricing and a wide assortment.
ShopClues’ latest TVC depicts a happy Indian shopper who dances to the tunes of “Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai.” This happy-go-lucky character celebrating bargains at ShopClues represents the company’s shoppers who are bargain-hunters and love a bazaar-like experience.
The communication route is meant to strike a chord with ShopClues’ consumers who rely on pricing across the ShopClues website and mobile app.
The TVC illustrates that the ShopClues’ app is perfectly poised to give customers the most authentic market experience online which reiterates its communication – “Market in your Pocket.”
ShopClues plans to roll out three TVCs for its leading categories namely Fashion, Home & Kitchen, and Electronics. The ad films have been created and conceptualised by Mumbai-based Enormous Brands.
As a part of the promotions, ShopClues is also the co-presenting sponsor for the Asia Cup 2016 and will be running its new brand campaign across all channels to maximise visibility.
Talking about the new brand campaign, ShopClues AVP Marketing Nitin Agarwal said, “Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasise on replicating the Bazaar-like familiarity & experience on the online and mobile platforms. On our platform customers can expect the biggest product range & price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs.”
Enormous Brands managing partner Ashish Khazanchi added, “While shopping at a mall is a concept from the west, shopping at a market isa more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet the consumer expectations and does so in a relatable and colloquial tone and manner.”
NEW DELHI: A quirky brand campaign has been launched by the marketing app ShopClues to break the clutter in the realm of e-commerce with its value-for-money shopping experience.
#MallNahiMarket is a 360-degree media campaign, which reinforces ShopClues’ market positioning as a mass brand. The campaign offers shoppers an experience of an Indian street market with competitive pricing and a wide assortment.
ShopClues’ latest TVC depicts a happy Indian shopper who dances to the tunes of “Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai.” This happy-go-lucky character celebrating bargains at ShopClues represents the company’s shoppers who are bargain-hunters and love a bazaar-like experience.
The communication route is meant to strike a chord with ShopClues’ consumers who rely on pricing across the ShopClues website and mobile app.
The TVC illustrates that the ShopClues’ app is perfectly poised to give customers the most authentic market experience online which reiterates its communication – “Market in your Pocket.”
ShopClues plans to roll out three TVCs for its leading categories namely Fashion, Home & Kitchen, and Electronics. The ad films have been created and conceptualised by Mumbai-based Enormous Brands.
As a part of the promotions, ShopClues is also the co-presenting sponsor for the Asia Cup 2016 and will be running its new brand campaign across all channels to maximise visibility.
Talking about the new brand campaign, ShopClues AVP Marketing Nitin Agarwal said, “Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasise on replicating the Bazaar-like familiarity & experience on the online and mobile platforms. On our platform customers can expect the biggest product range & price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs.”
Enormous Brands managing partner Ashish Khazanchi added, “While shopping at a mall is a concept from the west, shopping at a market isa more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet the consumer expectations and does so in a relatable and colloquial tone and manner.”
