MUMBAI: Caprese, woman’s accessories brand, a symbol of international fashion, now unveils its 2015 Spring Summer Collection with its recently appointed brand ambassador-the bubbly Alia Bhatt. The TVC features the gorgeous brand ambassador Alia Bhatt romancing the stunning Spring Summer 15 collection of Caprese. This April 2015 the brand promises to woo its audience with a fresh campaign and collection of products which will be seen on TV screens, billboards, social networking sites, retail malls, etc.
The new campaign is a creative piece of work by the curative minds of KB Vinod and Bhupal Ramnathkar, Managing Partners for Company. Filmed at enthralling and spellbinding locations of Europe, the gorgeous Alia Bhatt is seen flaunting the new 2015 spring summer collection.
Expressing her views on the campaign, Radhika Piramal, Managing Director, VIP Industries says, “This campaign is a reflection of pure fashion with elegance and contemporary style which is aptly represented by the glamourous Alia Bhatt. We are hoping that through this campaign we are able to get every stylish woman to bring out her true sense of style.”
Speaking about their marketing objective, Sudip Ghose, Vice President-Marketing, VIP Industries says, “We believe that this campaign truly expresses the real meaning of Caprese, which is international fashion. Alia Bhatt through her charm enhances the uber style that we plan to communicate to every woman. Our campaign will be successful if we are able to make one out of five women identify with Caprese.”
Detailing his experience of shooting the TVC, KB Vinod, Managing Partner, Company says, “The Caprese girl is back. She explores the new Caprese spring summer collection in the magnificent Mediterranean. She continues to define style and good life for the girl next door. Our attempt was to strengthen Caprese’s European heritage and International fashion credentials.”
The on-going campaign will witness a 360 degree marketing approach across all the mediums of print, radio, television and social media.
MUMBAI: Leo Burnett has launched a new campaign inviting people to share some offline moments at McDonald’s. The campaign urges people to take a break from the online world and share “quality offline moments” at McDonald’s over its newly launched sharing packs for two, three and more, across stores in India.
McDonald’s director, marketing and digital (West and South) Kedar Teny said, “With internet enabled smart-phones in our hands, it is a fact that most of us are distracted. Our new campaign takes this simple insight and urges people to take a small break from the online world to share happy moments in the real world. Simply put we want to start a conversation and a movement amongst our customers by nudging them to go #KuchPalOffline with a simple act of flip to share rather than click to share.”
Leo Burnett chief creative officer Raj Deepak Das added, “With #KuchPalOffline, we are hoping to start a movement where we all would increasingly give due importance to sharing real life experiences offline. The idea is to stay away from the Internet and the world of technology for a while. It is something everyone thinks but fails to execute. #KuchPalOffline effectively addresses this issue and highlights how McDonald’s can deliver real life experiences with its new offering – the sharing packs for two, three and more, across stores in India.”
“Through a simple and effective mnemonic like flipping the phone upside down, the campaign aims to remind people that the power of balancing the online and the offline worlds is in their own hands. This is a philosophy, which we have brought to life across mediums including in-store, through various real-time and engaging acts,” said Leo Burnett vice president planning Hitesh Mehta.
MUMBAI: Paytm has launched its new brand campaign on the Indian Premier League (IPL). Through this brand film, it aims to reinforce its position as the leader in the mobile commerce space. The outlay for this marketing campaign is in the range of Rs 50 crores, where Paytm is an associate sponsor on Sony and is also the official partner of Mumbai Indians.
The campaign is led by TV and the thematic film tries to establish Paytm as the simpler, more convenient solution to a significant number of slice of life, everyday situations. It weaves together an interesting narrative of the broad range of services such as mobile wallet, mobile and DTH recharges, money transfer and online shopping that Paytm provides. The campaign will be amplified through radio, outdoor and other media vehicles.
McCann is the creative agency on the account, and the TVCs are directed by Pushpinder Singh. Flying Saucer is the production house.
McCann was recently appointed as the Agency on Record (AoR) for Paytm and will be handling the creative account for Paytm going forward.
The montage ad begins with a rakhi scene in which a brother surprises his sister by transferring money in her Paytm wallet after the ritual. Next comes the scene where a husband is in the middle of preparing a dish for his wife by taking tips from a TV show, when suddenly the show stops as the DTH recharge gets over. This is when his wife activates the recharge through Paytm and the cooking continues. The ad moves on to showing a homesick son, going to the war front and how he brings a smile on his mother’s face by sending her a mobile recharge through Paytm, making sure distance doesn’t separate them. The ad then shows how a passenger transfers money into the Paytm wallet of his taxi driver as he doesn’t have change, showing the convenience of money transfer in a last minute situation. Lastly, the TVC ends with a lady bargaining while shopping online and making the purchase at the price of her choice, which again is another crucial feature that Paytm offers.
Paytm SVP Shankar Nath said, “The one minute long commercial knits together the multiple services (mobile wallet, mobile and dth recharges, money transfer and online shopping) that we provide to make life simpler, easier and hurdle-free for our customers. The TVC dovetails perfectly with our objective of making everyday life simpler for a vast majority of Indians. We have attempted to illustrate our solutions through a warm, slightly emotional narrative and are confident that it will resonate well with our audience. We already enjoy a significant goodwill among our users and our marketing initiatives on IPL will help in establishing us even more as credible, mass and consumer friendly brand.”
Paytm’s app regularly features among the top five apps in the country, and is currently the second most popular app on Google Play and Apple’s App store.
MUMBAI: Addressing the pertinent issue of illiteracy faced by small towns, Tata Capital’s ‘Do Right’ campaign has reached out to Varanasi, Uttar Pradesh and identified a true ‘Do Righter’ Ajeet Singh, founder of the unique Varanasi boat school.
With an objective of engaging with the children of a community near River Ganga, Singh started a novel and innovative boat school for these children who otherwise would sit idle or pick rags.
The boat school provides basic schooling here. In support of his noble initiative, Tata Capital is looking to create an ideal learning environment for the children of this boat school through a magical transformation. Starting with the makeover of the interiors, which includes renovations and repairs; to providing them with necessary facilities like a library, educational toys, stationery, a computer and a painting kit. For this a sum of INR 90,000/- is required to transform the boat.
To support this cause, Digital L&K Saatchi & Saatchi through the social media properties will help highlight the initiative undertaken by Ajeet Singh and will aim at gaining support from the community at large in raising funds to enlighten the future of these children who are deprived of the basic right to education.
Commenting on the Do Right campaign, Digital L&K Saatchi & Saatchi CEO & managing director Anil K Nair said, “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as it’s best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right. Let’s give the children of this unique boat school the ideal learning environment that they truly deserve. One can visit www.doright.in and contribute to this cause.”
Recently, Digital L&K Saatchi & Saatchi successfully completed the story of Shikshangram Shelter on this Journey of Doing Right. Shikshangram Shelter, a Pune based NGO was going through financial crisis and was unable to bear overhead expenses, including their electricity bills. Digital L&K Saatchi & Saatchi reached out to various communities and managed to collect a sum of INR 1,26,500/- in just five days.
With these funds Shikshangram Shelter is now a self-sustaining institute with solar panels installed across the premises. Watch the story and contribute at www.doright.in
MUMBAI: As the anticipation for the next season of IPL builds up, Vodafone has put together an engaging campaign, ‘Speed Is Good,’ which aims to throw light on the benefits of faster data transfer and how it touches its consumers’ lives.
The campaign is made up of short memorable stories where Vodafone customers use their fast 3G network to bring a smile on someone’s face, which is being portrayed by its recent commercials ‘Farewell’ and ‘Haircut’. Not only that, Vodafone will kick-off a series of on-ground campaigns during the matches, as well as online events for the same.
“We will amplify the concept of ‘Speed is Good’ through several on-ground and digital promotions like Vodafone Speed Quiz where winners will be gratified via the Vodafone SuperFan and Vodafone Fan Army,” said Vodafone India senior vice president –brand communications and insights Ronita Mitra.
Vodafone ‘Speed Quiz’ will leverage the cricket fever and the winner with the fastest correct answer will be hailed as the Vodafone Super Fan, who will be in for a ‘money-can’t buy’ experience on the field.
The remaining 20 winners will join the Vodafone Fan Army respectively. In addition, there will be Vodafone Speed Zones to host interactive activities around the core concept of ‘Speed’ to engage in-stadia crowd.
MUMBAI: Online multi-brand fashion website Jabong.com has unveiled a new promotional campaign with the tagline – “This is who I am. This is what I believe in.” Jabong took up the task of encouraging people to embrace their uniqueness, last year, with its 360 degree campaign – Be you.
This season however, it goes a step further and shows what ‘Be You’ means for different individuals. The three TVCs, which will be aired across various channels, have been creatively scripted and shot across length and breadth of India. They capture aspirations, dreams, thoughts and personal styles for people who have chosen to break free from the norm and followed their own style and passion.
The TVC, which will be aired across channels, has been innovatively shot featuring the life stories of young individuals from different walks of life. The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society. It inspires lateral thinking and affirms fashion as a mode of unorthodox expression.
Jabong.com founder and managing director Praveen Sinha said, “Post tasting success with the launch of ‘Be You’ campaign last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the word.”
Created by Bang in the Middle, with different films, weaving different stories, this year’s plan is much grander and bolder. Instead of just telling people to follow their own star and break free, it shows the stories of people who dared to be themselves.
Bang in the Middle COO Prathap Suthan added, “Last year around when we launched the philosophy of ‘Be You’, we were pretty much convinced that it gave enough and more encouragement to young India to be proud of themselves and to go ahead and be what they wanted to be. Jabong being the one brand that would support and inspire them on their self-discovery and conviction with the widest range of fashion. Ready with ideas to help express themselves across the days and nights of their journeys. The campaign was a balanced act of liberation, and pushed people to go beyond the shallow definition of fashion, and gave them the freedom to stand up and be themselves: beLeaders instead of followers.”
“This time around, instead of a common philosophy, we are bringing to life stories of individuals, how they choose to live their lives and how they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever,” added Suthan.
Bang in the Middle CSO Naresh Gupta said, “Today fashion is just not an external style statement, it is how you live, the choices you make, the statement you want to make. It is not about rebelling, or being different for sake of being different, it is about living by your own conviction. We started the journey with the previous campaign; we are making an even stronger statement with this seasons campaign. We have tried to capture the new ethos of the young trendy Indians to make the brand the real fashion choice for them.”
This campaign is a mouthpiece for the youth that has risen above the herd and retained its true identity. Jabong, with these new ads, exemplifies what ‘Be You’ means. The TVC includes a 30 second couplet narrating the tale of a young couple in a live-in relationship, defying the societal customs and avowing to stay true to their individual beliefs.
An additional 60-second film is shot for digital promotion encapsulating the dreams of young India and how they are pursuing their unique entities, away from the social orders. Two more commercials chronicling journeys of the protagonist follow as well this season.
The TVC is an ode to triumphant success Jabong has consolidated in a short span of time owing to a noteworthy response it has amassed since its inception.
MUMBAI: Marking 30 years of Frooti, Parle Agro has given its flagship a brand revamp and has launched a new identity and visual language. The rejuvenated visual identity, including logo design and packaging aims to demonstrate Frooti as bold, fearless and iconic along with establishing its equity amongst a much larger audience to help it acquire a wider consumer base.
This summer, Parle Agro is completely set for a national launch of the new Frooti packaging designs accompanied with pan-India marketing campaign introducing ‘The Frooti Life’ to all its consumers.
Frooti has always been way ahead of its time since its inception in 1985. Be it the launch of the first ever Tetra Pak, PET bottles, TCA triangular packs or Bottle Packs, it has always strived to remain relevant to the youth.
However, considering the huge popularity of Frooti as a kids drink, the only way to break away from the past was to undertake a radical brand makeover. The move is in line with the brand’s vision to make in-roads into new consumer groups especially amongst the 15-30 year old young adults.
While Frooti has always held a dominant market share in the TetraPak category particularly amongst kids, the launch of fruit drinks in PET bottles in India expanded the target consumer base to teenagers and young adults.
In today’s time, the acceptance of PET and its growth is one of the fastest in beverage industry and contributes to 50 per cent of the overall Rs 6,000 crore mango drink market.
Keeping this at the core, the time was right to re-launch Frooti in a bold new look to be able to establish a strong foothold in the PET segment. With this, a new structural design for Frooti PET has been developed to provide better strength, superior grip and a larger label area for branding. The drink’s formulation has also been enhanced by increasing the food pulp so as to provide a more mouthful experience to the consumers.
The new packaging design, which was rolled-out in mid-January for select SKUs alone has shown a growth of 60 per cent and seen a 80 per cent boost in visibility as of today.
Speaking on Frooti’s relaunch, Parle Agro JMD and CMO Nadia Chauhan said, “Since the brand has been an integral part of everyone’s growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see markets response to the brands new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move.”
Parle Agro collaborated with design and creative consultancies Pentagram for Frooti’s packaging makeover and Sagmeister & Walsh for Frooti’s summer campaign. The decision to engage with international firms was strategically planned to ensure that the makeover was advanced with a fresh perspective. A new approach towards the brand was crucial to be able to break away from its traditional personality.
While Pentagram developed the new logotype, label design and PET bottles for Frooti, which is a fusion of modern functionality, mango and Indian culture, Sagmeister & Walsh conceptualized the brand’s summer campaign to introduce the new Frooti packaging in a fresh, bold, and playful manner.
An integrated marketing communication campaign will deliver the message of ‘The Frooti Life’ where consumers will be exposed to a miniature world where everything from people to plants are small in size. The only thing that is in real life scale is Frooti and the mango to position it as the crux of the campaign.
Spends to the tune of Rs 70 crore have been invested across a strategic mix of media vehicles that appeal to teenagers and young adults. Television will play the role of the lead medium for the campaign, where the TVC featuring Shah Rukh Khan, shot in stop motion style animation will offer a delightful visual experience. Amit Trivedi and Amitabh Bhattacharya have added a strong musical element to the TVC. The TVC can be viewed at:
It will be followed by an aggressive focus on digital brand building wherein the medium will be leveraged to maximize TVC views and lead visitors to Frooti’s new microsite. The microsite will showcase delicious Frooti recipes, dynamic games and much more. Frooti is also building its presence on Instagram and has launched its handle @TheFrootiLife.
The campaign will also be supported in full thrust by print, outdoor and cinema ads. Additionally, large spend will be dedicated to on-ground visibility through strategic In-shop branding, shop boards and other semi temporary point of sale material. Association with events and prominent properties will also be an important facet in Frooti’s brand building endeavours.
Being the market leader in mango drinks category, it was important that Frooti breaks through the clutter and conventional category codes with a packaging redesign and a 360 degree marketing approach to ensure maximum brand visibility and reach in newer markets and consumer segments. With this move, Frooti is determined to get a 50 per cent growth in sales and reinforce its leadership position in the market.
MUMBAI: GoDaddy, a technology provider dedicated to small businesses, has launched its first regional marketing campaign in India. Beginning with Tamil, GoDaddy is working to educate India’s local small businesses that with an online presence, that no business is a small business. This supports the company’s broader India strategy to educate small business owners on the advantages of having an online presence – allowing businesses to operate 24/7, reach customers globally and grow their business.
“In this market, where local language content still remains dominant, Tamil is one of the most popular languages in India. The next wave of growth in Internet adoption will be driven by local language content and smaller cities,” said GoDaddy India VP and MD Rajiv Sodhi.
“What’s more, Tamil Nadu is home to one of the highest number of operational small and medium sized enterprises in India. Through this campaign we want to increase GoDaddy’s brand awareness among Tamil-speaking small business owners and boost Internet adoption,” he added.
The regional campaign includes a Tamil language television commercial featuring GoDaddy customer – Chennaifurniture.net – a local furniture manufacturer, along with a social media campaign. The TV commercial is now airing on regional channels in the South including Sun TV and Adithya TV.
“Until now, my business success was based on word-of-mouth. But today it’s important to be online, because that is where the consumers are. That’s why creating an identity for my business on the Internet was crucial. GoDaddy helped me establish an online presence with ease and now we get orders around the clock,” said Chennaifurniture.net owner Elango Samy.
“We’ve seen that small businesses listen to their peers’ recommendations about a particular product or solution and its benefits. The new campaign illustrates through a real-world customer example that the Internet is not just for large enterprises, and that small business owners can attain the same benefits for their business,” Sodhi added.
“And now with our latest solution – Get Online Today, small business owners can establish an online presence, easily and affordably,” he informed.
Get Online Today package comprises a domain name, subscription to website builder and Microsoft Office 365 from GoDaddy for Rs 99 per month for the first year with an annual purchase. The offer is designed to cater to the business and communication needs of SMBs, while making the business more discoverable, keeping the identity secured and enabling collaboration online.
GoDaddy’s regional push follows two integrated marketing campaigns in Hindi, since starting operations in India in 2012. Both campaigns were geared towards educating small business owners and individuals on the need to get online.
BENGALURU: Bollywood superstar Amitabh Bachchan has been the brand ambassador for Gujarat Tourism Corporation Limited (Gujarat Tourism) for the past five years and more.
Bachchan, as the face of Gujarat Tourism has been seen in 22 television commercials (TVCs) in Hindi and English, the print and outdoor ads, on the tourism department’s social media page and his rich, deep, baritone is heard on many a radio stations across India exhorting Indians to spend a few days in Gujarat.
That the superstar has been successful in attracting the growing number of tourists is evident by the 2.88 crore tourists that visited in FY-2013-14, or 13.3 per cent more than in FY-2012-13. Gujarat, apart from being home to some of the most sought after tourist destinations, is home to rich and diverse cultural and traditional heritage. The Gujarat growth story has expanded to include tourism- a sector that has immense potential to change the course of employment and economy in the state and the country. The political will and burning desire to develop tourism exists in Gujarat.
Speaking to Indiantelevision.com at a roadshow to promote Gujarat Tourism in Bengaluru, Gujarat Tourism manager – marketing K. Bsiwas said, “Amitabh Bachchan has been the face of Gujarat Tourism for a number of years and we don’t see the necessity for a change. We have no immediate plans for more TVCs in the near future. The 22 TVCs created by O&M that he has shot for us are still very much a part of the campaign, which we run periodically across mediums to attract tourism to the state.
As per company sources, the corporation spends between Rs 10 – 15 crore every year towards ATL and BTL activities. Media buying is done directly.
India qualified to the semi-finals of ICC Cricket World Cup 2015 in sublime fashion. In the semi-final, India will face host nation Australia and pundits predict an evenly poised match.
The voyage of team India in this edition of ICC Cricket World Cup was well complimented by Star India’s creative innovation ‘Mauka’ and as India readies itself for the important bout against the Kangaroos, Indiantelevision.com lists various ‘Mauka’ moments that brought smile to thousands of faces.
As is the trend nowadays, after every India match Star launches a ‘Mauka’ video, the world also partakes in the Mauka Mania and creates a piece of its own. We take this opportunity to scan through the non Star India ‘Mauka’ videos made during the course of the tournament.
Take a look:
Bangladesh indeed is flying high as they stunned England to secure their berth in the quarter finals of ICC World Cup 2015. But their opponent in the quarter final was none other than the defending champions: India, who is so far undisputed in the tournament.
The video features a giant monster decimating representatives of nations, which Bangladesh has defeated so far in the championship while the Indian astronaut hides himself to escape the demolition. The humorous piece with Rise of Tigers slogan depicts Bangladesh’s emergence in the tournament.
This video shows an India supporter witnessing disappointing moments during the India VS Bangladesh match in 2007 World Cup with crackers in his hand, which India had lost.
The renowned online netwrok “The Viral Fever” came up with its version of the ‘Mauka’ video.
The video was launched before India Vs West Indies match. It depicts India’s formidable performance and claims “Is Baar Sab Ki Phodenge,” which implies that in this World Cup, team India will spoil every opponent’s celebration.
This video from ITV 2.0 Productions goes beneath the boughs to depict a different scenario. It showcases circumstances where India lost all of its group matches and the opponents are participating in a joint celebration. But unfortunately for them the celebration turns out to be a flop show because the crackers were too bad to burst, and while they anxiously try to find what is wrong with the fireworks, they discover they are a low quality China made products. In the next scene, the video shows PM Narendra Modi cracking a deal with his Chinese counterpart. The moral of the video is that while the entire world planned and plotted against India, India refuses to hold back and keeps prospering.
The same group came up with another one of a kind, all girl ‘Mauka’ piece, right before the India Vs Bangladesh match. The video shows how every team that has qualified for the quarter finals is pampering Bangladesh. The moral of the video is that if Bangladesh knocks India out of the tournament, then other teams will escape the demolition India has been offering so far to opponents.
