ITV

Category: Ad Campaigns

  • Give the Coke bottle a second life; use its cap optimally

    Give the Coke bottle a second life; use its cap optimally

    NEW DELHI: Coca-Cola has launched a new activation campaign as part of its global sustainability programne aimed at upscaling used Coca-Cola bottles to encourage consumers to re-use and recycle plastic.

     

    ‘2nd Lives’ is a project being done with Ogilvy & Mather China and has been rolled out first in Vietnam with select Asian markets to follow.

     

    ‘2nd Lives’ includes a line of 16 innovative caps which can be screwed onto bottles after consumption, transforming them into fun and useful objects, such as a paintbrush, water squirter and pencil sharpener, among others. The bottle caps are gifted to customers upon purchase of a Coke bottle.

     

    “We are always looking for better solutions to reduce the use of plastic and increase recycling around the world. The variety of our ‘2nd Lives’ caps shows that there are many creative ways to re-use plastic simply and practically, and also supports our global sustainability programme. We have created fun tools with Coke bottle tops, bringing small moments of happiness into people’s lives. We hope to make a positive impact and empower people to lead happier lives,” said Coca-Cola ASEAN director integrated marketing communications Leonardo O’Grady.

     

    ‘2nd Lives’ was piloted in Ho Chi Minh City, Vietnam in March, with an expected 40,000 bottle caps to be gifted throughout the country this year. The campaign is set to launch in Thailand and Indonesia at a later date.

     

    “The idea has universal appeal and can therefore be replicated in other markets, beyond Asia. These unique bottle caps are changing consumers’ behaviour and mindsets with an incredibly simple, yet clever, idea. It’s not about high tech capabilities, just creative thinking,” said Ogilvy & Mather Beijing executive creative director Juggi Ramakrishnan.

  • Unilever’s Rahul Welde: Consumer communication in a digital world

    Unilever’s Rahul Welde: Consumer communication in a digital world

    SINGAPORE: “Advertising and campaigns are not dead,” said the red-frame bespectacled executive on stage. “Whosoever says that is foolish. The TV commercial is changing from three seconds to as much as three minutes or six minutes. Its form may change but advertising and campaigns are here to stay.”

     

    Most professionals in India are familiar with this gent. Rahul Welde is Unilever vice-president Media for Asia, Africa, Middle east, Turkey and Russia, and he is seen as a media tour de force in the world as he controls ad spends running into billions of dollars for a large part of the emerging markets for the consumer giant.

     

    Welde was speaking at the closing session of Social Matters in Singapore. He said he welcomes the explosion; the fragmentation in media. “I believe it has brought with it tremendous opportunity.  It allows to not go by classical reach and frequency approach that we have to do with mass media where we do a shot gun spray gun approach. It allows us to specifically target specific audiences. But we need to ride all the platforms – TV, print, outdoors, radio, online, social and what have you.”

     

     He pointed out that Unilever is constantly listening to whispers in the digital social universe. “We are constantly on the alert. We are listening. We are reacting to what consumers are saying. It helps us tweak products; attributes and helps build brand love amongst consumers,” he stated.

     

    He spoke about a campaign that Unilever ran in India on the day of the election results on 16 May on Facebook. “We knew everyone was going to be on Facebook to comment, give their views on the election results. The reach block we resorted to asked engaged Facebook users to embrace the change that is coming. We got 35 million impressions; 165,000 reacted and interacted. It was very effective,” he explained.

     

    Welde said that digital is also permitting Unilever to deliver on “target moments.”

     

    For instance, he said that if the weather prediction is that the temperature is going to rise four days from a specific date, then he can choose to flood the various social and digital sites with advertising or messaging pushing ice-creams.

     

    “Let’s take this further,” he said. “This month is Magnum ice cream’s 25th birthday in Singapore. I can reach out to all those who are celebrating their birthday this week or this entire month individually and help create a personal touching moment for each of them with their brand which is Magnum. In the old world of print and television, I could have never done this. “

     

    He also spoke about the Dove Real beauty sketches campaign which was conceived in Latin America but broke in Australia. The idea of the campaign was to convince 96 per cent of women who think they are not beautiful that their beliefs about themselves are untrue.

     

    As part of the campaign, a forensic artist asked women to describe themselves and he drew them without ever taking a look at their faces. The next day a stranger – who had met the women – then described the women sketched the day before to the artist who once again drew them. In almost all’ the cases, the women’s description of themselves and their beauty was not as charitable as the strangers and it showed in the two version sketches.

     

    “The video which was produced by our agency Ogilvy went viral wildly,” says Welde. “We wanted every woman to know and believe you are more beautiful than you think and I think it worked very well.”

     

    Welde and the Unilever team are obviously pressing the right levers.

  • RAPP India launches McDonalds Royale Burger through McDElections campaign

    RAPP India launches McDonalds Royale Burger through McDElections campaign

    MUMBAI: McDonald’s and RAPP India have recently launched the #McDElections campaign for the launch of two premium burgers – the Grilled Chicken Royale and the McPaneer Royale, in their menu.

     

    Phase 1 of the campaign kicked off with all the McDonald’s foods seemingly electing the leader amongst their candidates. The cast included a number of participating candidate burgers each with an interesting personification and McDonald’s foods that play their supporters. With the just to be launched Royale Burger duo threatening to sweep the polls.

     

    Each of the candidates had a manifesto (on www.mcdelections.in) that was designed to help them win the McDElections in the light of the threat from the new Royale Burger Duo. The prelaunch viral video, done for Phase 1, mimics a classic TV interview of two of the candidates McSpicy Paneer and Chicken Maharaja Mac.

     

    Facebook posts and banners set up the context of the McDElections with the candidates and their supporter foods all campaigning for victory.
    But the inevitable happens, and the Royale Burger Duo wins the McDElections and forms the McDSenate. And the campaign moves to phase 2.

     

    The Phase 2 Viral video (https://www.youtube.com/watch?v=MoJMVxrH8wI) had the first interview of the Royal Burger Duo after they swept into power. The Royale Duo talk about their manifesto and the many “Right to Taste” bills that they intend to pass like ‘Burgers must be eaten with two hands’ and how one should enjoy eating a burger like a king, and savour each bite. But even as they have come into power the voices of dissent can be heard and the Chicken Maharajah Mac and the Spicy Front are quite vocal about the fact that they will either give the Royale Duo a tough time from the opposition or skeptical about how long the Royale Duo will last in Power.

    Two interesting aspects of this campaign are the Breaking News section and the Twitter campaign.

     

    The Breaking News section which constantly refreshed captured the action in the McDElections eg – ‘McVeggie Burger calls for all Veggies to unite in a bid to fend off the Royale Challenge’ or ‘Royale Duo mobbed in Mumbai’. It also got featured on Facebook and on www.mcdelections.in
    The twitter campaign drew inspiration from the action in the Lok Sabha Elections using #mcdelections tweets crafted around real life stories of the current elections.

     

    The latest from McDonald’s India is the ‘Know Your Royale Burger’ contest to check how well the people know their Royale Burgers. There will be 40 lucky winners announced everyday, who can win their Royale burger vouchers.

     

    The McDonald’s India Twitter handle (@mcdonaldsindia) will also launch the ‘Right To Taste (RTT)’ and many more exciting competitions shortly.
    Says Rameet Arora, Senior Director Marketing & Menu Management, McDonalds India “Capturing the mood of the customer and the buzz in the air is always a trick that elevates campaigns and gives them life. The McDelection campaign did just that! The Royale burgers launch got a fitting launch platform through this highly engaging and interactive digital campaign”.

     

    Says Venkat Mallik, President RAPP India, “The McDElections campaign has provided us with a fantastic platform that helps us set up the food value of current and new Royale Burgers from McDonald’s mixed in with the spice that the election brings in. The wide cast of characters with 7 candidates and many supporters has helped us build a property which can potentially go on for a really long time ahead. The campaign lends itself extremely well to all parts of the digital landscape and we have used Facebook, Viral Videos, Youtube, a Microsite, Twitter and Banners”

  • 4 out of 10 manifestoes talk about child rights, says CRY

    4 out of 10 manifestoes talk about child rights, says CRY

    KOLKATA: After launching its nation-wide campaign ‘Vote for Child Rights’ election advocacy campaign in November last year, the Child Rights and You (CRY) has again attempted to look at the political parties’ manifestos from child rights perspective.

     

    CRY which had launched the campaign in all major metro cities now aims to see whether political parties have given enough importance to issues related to children in promises made for the next five year.

     

    Manifestos of 10 parties viz INC, BJP, NCP, BSP, CPI, CPI(M), SP, AIADMK, DMK and JDS were looked at from the framework of children’s Right to Survival, Development, Protection and Participation.

     

    Some of the key quantitative findings say that only four parties out of 10 – BJP, CPI, DMK and CPI(M) have mentioned children/child rights issues in a separate section. While for rest of the parties it is mentioned in a scattered way mostly under headers like ‘Education’ and ‘Health’.

     

    Average representation of content on children’s issues in 2014 party manifesto is around 11 per cent while in 2009 it was 9.75 per cent. “There is a marginal increase seen as far as quantitative representation is concerned,” the official added.

     

    It further reveals that none of the party talks about the societal role and steps that need to be taken to ensure that children have their right to live, develop, and build their capabilities and interests. Also, none of the parties has looked at all/ different perspectives of child rights/ children’s lives.

     

    CRY would love to ensure that political parties and people in power take heed to ‘Putting Children First’ always among other agendas and give top priority to children’s issues and commit to changing the situation of children in our country.

     

    The manifesto was based on CRY’s in-depth analytical report ‘Status and Trends in Child Rights in India-An overview of the Past Decade’, and covers the aspirations of children across the country. The report comprised of views of development thinkers and practitioners in the Child Rights arena and provides a detailed analysis of child rights indicators.

     

    Speaking about the campaign, CRY (East) regional director Atindra Nath Das, said, “Vote for Child Rights campaign is our way of ensuring that there is political will behind our justified demand to protect Child Rights. It is imperative that the best interest of the child be put at the centre of all policies, legislations and practices, and the Vote for Child Rights campaign focuses on that solely.”

     

     “This is our attempt to remind politicians and governments in power that it is their obligation to undertake all measures in protecting and promoting child rights,” Das concluded.

  • Akanksha, O&M ‘force’ celebs to help for free

    Akanksha, O&M ‘force’ celebs to help for free

    MUMBAI: If you are an organisation in desperate need of a service but don’t have the money to put out an advertisement, what do you do? Well, just let the advertising agency do the talking!

    That’s what NGO Akanksha did when it could no longer wait for teachers for the underprivileged kids under its care and protection.

    Akanksha’s brief to Ogilvy & Mather was clear: “The organisation does not have money for advertising, but it needs to reach out to thousands of people and tell them we need teachers, because when that happens, the teacher applications will go up.”

    O&M lost no time in getting onto the job at hand and the result was ‘Message Barter’, a ‘smart yet sweet’ way of getting celebrities to help these children without spending a rupee. “The insight was that you cannot say no to a child, especially when a child does you a favour and asks for one in return. You just can’t refuse! So in a way, we actually ‘forced’ the celebrities to help us,” says O&M associate CD Jigar Fernandes.

    “Another very, very important guiding point is that when you meet the kids from Akanksha, they are so intelligent, well spoken, street smart and always up for fun. I can guarantee you that if you do not know of their backgrounds, you would never guess, where they come from. So yes, the idea had to reflect the smartness and cheeky attitude of these cool kids.”

    A video was filmed with Hrithik Roshan being ‘forced’ to ask his fans to apply as teachers with Akanksha in return for services rendered by the kids – promoting the actor’s film Krrish 3 outside theatres and on streets. Similarly, Farhan Akhtar and Chetan Bhagat among other celebrities, and social media influencers featured in the video. The video was then mailed to the celebrities. Luckily, the Bollywood brigade jumped into the fray and through their facebook pages and twitter handles, urged people to not only watch the video but also apply for the job of teacher at Akanksha.

    Akanksha authorities were rendered speechless when traffic on the NGO’s official website (www.akanksha.org) increased four-fold and teachers’ applications witnessed a 160 per cent rise.

    “We didn’t set ourselves any target because this was a very new and unexplored experiment. In the end, it worked,” says Fernandes, proudly. A 10 member team worked on the campaign and took almost a month to execute it. Akanksha too was involved in the process; the NGO’s Chitra Pandit and Nupur Bhargava believed in the idea and were part of it from the scratch itself.

    The digital space was chosen as the destination as Akanksha’s target audience is largely urban educated youth which is most likely to be on social networks.

    The first-of-its-kind campaign, not only wooed celebs and helped the organisation, but it also won the agency the interactive award by BestAdsOnTV.com.

    Click here to watch the video

     

  • Godrej uses HIT to battle out ‘World Malaria Day’

    Godrej uses HIT to battle out ‘World Malaria Day’

    MUMBAI: According to a Business Standard report, around 56 per cent of Indians don’t use mosquito repellents. In rural markets, 72 per cent of the population does not use any such product. And tapping this market is Godrej Consumer Products (GCPL). The brand has over the years launched a variety of products for this untapped market.

    Plus, with the rising threat of dengue and malaria, Godrej is always seen taking initiatives through its brand communication. It can be noted that there are about 103,395,721 suspected malaria cases in India. On the eve of ‘World Malaria Day’ HIT has rolled an interesting advertising campaign. Executed by Lowe and Linteractive, the brand has used a 360 degree approach with an inclusion of a digital film on social media along with seven TVC spots, radio and print media.

    The agency developed a digital video which shows a life cycle of a mosquito in Facebook timeline format. The character named as Miss Malaria is seen flaunting her life events. Till she gets a friend request from HIT and dies the next moment after the request is accepted. The video has already got over 161,485 hits in day’s time.

    The campaign idea was simple yet smart. The communication was released across different media platforms; one to understand what a user can do for ‘World Malaria Day’ by participating in the polling to enable the brand to do things and two to understand why the brand should educate the users about the hazards of malaria.

    Click here to watch the video

    Apart from this, to ensure there is more action oriented activity on social media, the brand conducted a poll asking what social initiatives should HIT take on this ‘World Malaria Day.’ The one which gets the highest votes will be the activity that the brand will initiate.

    Along with this, six TVCs have already been released that shoots out a strong message on the lines of how people are ignorant about malaria. The campaign tries to wake them up!

    It is interesting to see how brands are rolling out strategies that are thought provoking and hit’s the right mindset.

    Click here to watch the video
  • Vodafone India to recruit more women employees

    Vodafone India to recruit more women employees

    KOLKATA: The telecommunications service provider, Vodafone India, plans to recruit more women employees following the global strategy.

     

    In the Kolkata, out of 440 employees, the number of women employees till March 2014 formed the 21 per cent as compared to 17 per cent reported at the end of March 2013.

     

     “Vodafone India has always laid great emphasis on equal rights and opportunities for our employees and our policies encourage women employees to aspire for and achieve their career ambitions. We have women employees across all the levels,” says Vodafone India business head Kolkata and Bengal Anand Sahai, on the sidelines of opening the first ‘Angel Store’ retail outlet in Kolkata, run only by women employees.

     

    Vodafone is first to launch an Angel store in Kolkata with an aim to provide its women employees with one of the most secure and productive working environments. “We are confident that our Angel Store staff members will excel in their tasks and succeed in making this store one of the finest Vodafone stores,” he adds.

     

    Talking about the 2G and 3G internet connections in the Kolkata circle, he informs that as on March 2014, the company boasts of around 2,417 2G and 1,918 3G connections, respectively.

     

    Vodafone currently has 18 stores and 127 mini stores in Kolkata.

     

  • Red FM’s ‘Dabaa Ke Bajaa’ campaign urges to press the button

    Red FM’s ‘Dabaa Ke Bajaa’ campaign urges to press the button

    KOLKATA: Be it television or radio, everyone is playing their part in urging people to go out and vote. Similarly, with an aim to advise people to press for vote, the radio network, 93.5 Red FM has launched the campaign ‘Dabaa ke Bajaa’ across the country.

     

    “Dabaa Ke Bajaa’ is our attempt at channelising the energy of the people in all parts of India into one simple, and yet difficult act- pressing the button on the voting machine,” says 93.5 Red FM COO Nisha Narayanan.

     

    The radio channel’s RJ Praveen has been announced as Kolkata’s official youth ambassador by Election Commission for this year’s campaign – ‘Dabaa ke Bajaa’ – targeting at increasing voter participation.

     

    RJ Praveen along with other RJs also did a flashmob on the channel’s anthem for the campaign.

     

    Red FM, being the ‘Station for Expression’ has always encouraged people to come out and talk. “We are proud to have been associated with the Election Commission of India on this. The insights and associations that they bring to the campaign are invaluable,” adds Narayanan.

     

    Talking about the initiative in details, the COO further says, “Red FM RJs will continue to pledge to vote by using the ‘Dabaa ke Bajaa’ app and flashmobs in malls across the city like Avani Mall, Quest Mall and colleges along with RJ Praveen. The idea is to support the Election Commission of India in urging people, especially the first time voters, to come out on the polling day, and press the button of the voting machines.”

     

    “The initiative is likely to receive a sprawling response especially among the first time voters. It is the best marketing strategy of connecting with citizens with a motto in mind and reminding them of ‘Bajaate Raho!” concludes a city-based analyst.

  • Cadbury Dairy Milk repackages, again

    Cadbury Dairy Milk repackages, again

    MUMBAI: Reinvention is the new mantra for brands to survive in the competitive world. And some brands don’t hesitate in going under the knife over and over again to keep the buzz alive in the market.

     

    In November last year, Cadbury Dairy Milk introduced an all-new modern and playful packaging for its variants (Milk Chocolate, Fruit and Nut, Crackle and Roast Almond).  The shift to the new design has already been implemented across the globe and the new packaging has already been introduced in several countries including the UK and Australia.

     

    The new ‘say what you see’ packaging design has been developed by the global Cadbury Dairy Milk team in partnership with design agency Pearlfisher. The packing revamp is the 21st re-design for the brand’s 108 year history.

     

    Speaking on the new packaging and recipe change, Cadbury India chocolate category & media director Siddhartha Mukherjee says, “At Cadbury we are always exploring avenues to create and maintain consumer excitement. The last packaging change on Cadbury Dairy Milk happened almost five years ago, making it the right time to introduce the new global and joyful packaging in India. Additionally, our consumer research shows that inclusions like nuts and crispies are preference drivers in this category, thus making sense for us to enhance our recipes in line with consumer needs.”

     

    Brighter colours

     

    As per the brand, the move to the new packaging will further cement this positive association and build on the joy factor. As a part of the new design, product shots will be replaced by ‘imaginative, joyful expressions of each flavor’. Each of these designs have been selected in order to communicate more about the product and stay true to the ‘say what you see’ approach.

     

    The Cadbury Glass and a Half logo is retained and brighter colours have been introduced to improve on-shelf presence. The new look is more modern and joyful, while proudly keeping the identity of Cadbury Dairy Milk that has been a part of the brand’s heritage since 1905. This new packaging brings out the personality of the brand in a generous, optimistic and spontaneous design.

     

    Moulding the sweetness

     

    In addition to the packaging change, Cadbury Fruit and Nut, Crackle and Roast Almond will also be undergoing a recipe and mould change for the first time since they were introduced almost 10 years ago.

     

    To give consumers more of what they love, inclusions like nuts and crispies are going to be increased in the new recipe. Now there will be 50 per cent more almonds in the new Roast Almond. Similarly, more crispiness and nuts in Crackle and Fruit & Nut respectively will give consumers more of what they love with each bite with more almonds and increased inclusions.

     

    Additionally, the change in the mould means that the new variants will have curved or rounded edges, instead of the current square cubes, to improve the way the chocolate melts in the mouth, in an attempt to enhance the overall chocolate experience.

     

  • Now brands piggyback elections

    Now brands piggyback elections

    MUMBAI: Move over political parties, election fever has gripped brands as well! As if political outfits telling people how they’ve changed their lives for the better wasn’t enough, we now have brands doing the honors. And while they may be performing a good deed in urging viewers to step out and cast their vote, not all brands that are piggybacking the polls seem to have got it right. Here’s taking a look at the election-based ads doing the rounds of television currently…

     

    Fevicol uses crazy chairs as a symbol

     

    Known for its clever, tongue-in-cheek advertisements, Fevicol’s latest too does not disappoint. A chai-wallah enters the shop of a carpenter who is making the next prime minister’s chair. He points out to three variations – one with BJP’s lotus, another with Congress’s hand, and a group of chairs joined unevenly symbolic of the Third Front. The advert is a pun intended on the politicos vying for power.

     

    Click here to watch the TVC

     

    Hero Hf Deluxe appeals to vote the one with merit

     

    Many a times, people vote for candidates/political parties who belong to the same region/community/caste/religion. The latest Hero advert advocates voting for people based on talent/merit instead of these mores.

     

    Click here to watch the TVC

     

    Google’s #PledgeToVote with Mr. Shyam Negi

     

    Part of Google India’s ambitious new campaign that encourages Indians to vote, the inspiring TVC tells the story of Shyam Saran Negi (97) from Himachal Pradesh, who has never missed a chance to exercise his right to vote since 1951 when India’s first general elections were held.

     

    Click here to watch the TVC

     

    Tata Tea Jaago Re strikes a strong message for women voters

     

    The second part of Tata Tea’s ‘Power of 49’ campaign targets women voters. The advert titled ‘kaala teeka’ is aimed at women from the upper strata, who don’t think much about exercising their right to vote.

     

    Click here to watch the TVC

     

    Sunfeast shouts a subtle slogan

     

    In keeping with the nature of the brand, Sunfeast’s latest advert is a fun take on political parties and elections. It features children as leaders and voters who go on to form the ‘Yippee’ party.

     

    Click here to watch the TVC

     

    RR Kabel poses a straight question

     

    Coming from a hardware brand, the advert comes straight to the point and tells voters to “choose wisely”. However, it does hit the right chord with a strong line of communication.

     

    Click here to watch the TVC

     

    Idea warns politicians ‘no ullu banoing’

     

    A typically smart-alecky advert coming from Idea, which is in sync with the brand’s punch-line, ‘no ullu banaoing’ even as it sends out a message to politicos not to fool the junta.

     

    Click here to watch the TVC

     

    Havells fans off bribery

     

    A clever advert that plays on the brand’s ‘Hawaa Badlegi’ proposition to send out the message that the ‘cash for vote’ trick will not work with today’s upright electorate

     

    Click here to watch the TVC

     

    Subhash sarees salutes women voters

     

    How does a clothes brand connect with elections? Subhash Sarees does it by saying that the ‘kaala teeka’ is the best form of adornment for any woman apart from the kaajal, bindi and so on.

     

    Click here to watch the TVC