Category: Media and Advertising

AmbiPur in association with Boman Irani launch ‘Smelly to Smiley’ campaign

MUMBAI: AmbiPur Air Effects has rolled out a national campaign ‘Smelly to Smiley’ to drive the need to identify household odours and eliminate them.

The campaign has been launched in association with the brand ambassador Boman Irani. To give the consumers a proof of brand efficacy, the very witty ambassador takes it upon himself by launching India’s first ‘Smelfie’ Challenge, to prove that AmbiPur does not just mask odours, it eliminates them completely.

AmbiPure India marketing manager Nidhish Garg said, “We believe that most households today are not even aware of the odours existing in their house, and hence are not taking any action towards getting rid of them. We want the #SmellytoSmiley campaign to be an eye opener for people, urging them to identify their household odours, and challenge AmbiPur, to witness for themselves that Air Effects does not just mask odours, but completely eliminates them.”

The campaign conceptualized by Grey Düsseldorf and supported by Grey Mumbai, showcases how the brand ambassador has full faith in the product and is now urging people to challenge the brand with their worst household odours. The campaign takes inspiration from the fact that even the cleanest houses can have odours. There is no shame in this, but there is shame in not doing anything about it. Instead of acting upon it, people either ignore the odour, or resort to compensatory behavior like opening windows, incense sticks, etc.

“We have seen the success of the campaign’s first leg last year, and that was great motivation to work on this year’s #SmellyToSmiley campaign. Selfies are gripping people all around us. So, we decided to add an interesting twist to it by linking it back to the Brand and its proposition, by introducing the first-of-its-kind ‘Smelfie’ contest. When the brand ambassador has as much faith in the product as Boman has in AmbiPur, it just makes the execution that much simpler. Not to forget, Boman’s ever-charming, witty demeanor has made it a very fun campaign for us to work on!,” said Grrey Mumbai Pooja Ambulkar (Creative Controller – Copy), and Naved Siddiqui (Associate Creative Director – Art).

Consumers are invited to click their ‘smelfies’ with what they consider the most difficult household odour to get rid of, and send it to http://bit.ly/2aFfXqb across the 15 days of the contest. The winners will get entry tickets to Boman Irani’s house party where will he will demonstrate Ambi Pur’s efficacy and eliminate the household odours brought in by winners. Boman is convinced of Ambi Pur’s victory owing to his personal experience. However, he also announces the forfeit in case AmbiPur doesn’t live up to the challenge: he will change 100 diapers in a nursery!

Irani added,“I have been a user of AmbiPur before I became an endorser. I have realized that whether you like it or not, every home has household odours. There is no shame in that! But I want people to understand the importance of removing these odours. AmbiPur Air Effects is the solution I swear by, to fight my toughest household odours. Hence, I am challenging the entire country to share their worst odours with us, and AmbiPur will eliminate them! I want all households to go from ‘Smelly to Smiley’ with this very interesting ‘Smelfie contest’, and trust AmbiPur like I do”.

The unique ‘Smelfie challenge’ is being launched digitally and will be amplified across touch points throughout the duration of the competition of 15 days. The campaign will also be magnified across Twitter and Facebook to invite more and more people to participate and challenge AmbiPur.

July 29, 2016
Lowe Lintas wins creative mandate of TravelTriangle

MUMBAI: TravelTriangle has appointed Lowe Lintas Delhi to handle its creative duties.

A host of agencies competed for the account but Lowe Lintas Delhi was shortlisted for its clear understanding of the brief and suggesting a plan that resonated with what the brand had in mind for the Indian market.

Commenting on the appointment, TravelTriangle CEO and co-founder Sankalp Agarwal said, “TravelTriangle is built on a unique business model and communications which is strategic to our category. With Lowe Lintas as our creative partner, we hope to make definite strides towards improving our brand offering in the market.”

On the new business win, Lowe Lintas Delhi president Naveen Gaur said, “Indians are now holidaying and traveling more often both domestic and internationally as well. Amidst the presence of local travel agents and variety of online travel portals catering to travelers, we saw the uniqueness of TravelTriangle – a product which makes for a seamless and pleasurable holiday planning and booking experience which Indians will really value. We are excited to leverage this innovative product and build a strong consumer brand which challenges the status quo in the category.”

July 28, 2016
Lowe Lintas wins creative mandate of TravelTriangle

MUMBAI: TravelTriangle has appointed Lowe Lintas Delhi to handle its creative duties.

A host of agencies competed for the account but Lowe Lintas Delhi was shortlisted for its clear understanding of the brief and suggesting a plan that resonated with what the brand had in mind for the Indian market.

Commenting on the appointment, TravelTriangle CEO and co-founder Sankalp Agarwal said, “TravelTriangle is built on a unique business model and communications which is strategic to our category. With Lowe Lintas as our creative partner, we hope to make definite strides towards improving our brand offering in the market.”

On the new business win, Lowe Lintas Delhi president Naveen Gaur said, “Indians are now holidaying and traveling more often both domestic and internationally as well. Amidst the presence of local travel agents and variety of online travel portals catering to travelers, we saw the uniqueness of TravelTriangle – a product which makes for a seamless and pleasurable holiday planning and booking experience which Indians will really value. We are excited to leverage this innovative product and build a strong consumer brand which challenges the status quo in the category.”

July 28, 2016
Leo Burnett’s Bajaj V ad tops YouTube Ads Leaderboard

MUMBAI: Apart from the frequency of ad spots on television, their viewership on social media speaks tons about the mileage of a brand’s campaign. In today’s digital era, if an ad hasn’t been shared a few thousand times on Facebook and Twitter with hashtags to boot, chances are the brand’s spraying and praying on television didn’t work much. Thus a brand’s Youtube channel is a key touch of its marketing initiatives.

Google has come out with a list of ads and promoted videos that the Indian audiences have liked the most in the first six months of the year. Calling it YouTube Ads Leaderboard, the list features the most engaging ads that people chose to watch, the ten ads clocked an astounding four lakh hours of watchtime, with over 60 percent happening on mobile devices.

The first one the list is really a no-brainer considering its general reception by netizens and media at the time of release. Bajaj V, conceptualised and executed by Leo Burnett India for Bajaj’s flagship motorbike ‘V’ for Vikrant. The ad film as well as the subsequent Bajaj sponsored documentary ‘Sons of Vikrant’ took Indian social media by a storm by touching everyone with a nationalistic pride. The Bajaj V film also won the agency a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category. Talking about the campaign, Soumya Das, DGM (Marketing), Bajaj Auto said, “The genesis of Bajaj V came from our passion to keep alive the legacy of the invincible INS Vikrant in the form of a bike that lakhs of Indians can ride with pride. We’re extremely happy to know that the entire nation appreciates what we did. Youtube as a platform, with its targeting capabilities has helped us to connect with our TG more efficiently and made this campaign a bigger success.”

The other ad on the YouTube Leaderboard that has been recognised at Cannes this year is the tenth on the list Ariel ad for which BBDO India was awarded a Bronze Lion in the Creative Effectiveness category.

Amazon India’s ‘Apni Dukan’ created by the same agency is featured second on the list, followed by BefikarBookkar by Make My Trip. Among all the ten featured advertisements enlisted by Google, the common thread is the storytelling element. Six of the ten ads infact were released in the long format structure running far longer than the typical 60-second television commercial. Further, based on the average watchtime per ad, it is clear that customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey. Bajaj, Hitachi, Royal Challenge Sports Drink and Ariel have taken this approach, and captured people’s attention.

Here is the list in full:

July 28, 2016
Leo Burnett’s Bajaj V ad tops YouTube Ads Leaderboard

MUMBAI: Apart from the frequency of ad spots on television, their viewership on social media speaks tons about the mileage of a brand’s campaign. In today’s digital era, if an ad hasn’t been shared a few thousand times on Facebook and Twitter with hashtags to boot, chances are the brand’s spraying and praying on television didn’t work much. Thus a brand’s Youtube channel is a key touch of its marketing initiatives.

Google has come out with a list of ads and promoted videos that the Indian audiences have liked the most in the first six months of the year. Calling it YouTube Ads Leaderboard, the list features the most engaging ads that people chose to watch, the ten ads clocked an astounding four lakh hours of watchtime, with over 60 percent happening on mobile devices.

The first one the list is really a no-brainer considering its general reception by netizens and media at the time of release. Bajaj V, conceptualised and executed by Leo Burnett India for Bajaj’s flagship motorbike ‘V’ for Vikrant. The ad film as well as the subsequent Bajaj sponsored documentary ‘Sons of Vikrant’ took Indian social media by a storm by touching everyone with a nationalistic pride. The Bajaj V film also won the agency a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category. Talking about the campaign, Soumya Das, DGM (Marketing), Bajaj Auto said, “The genesis of Bajaj V came from our passion to keep alive the legacy of the invincible INS Vikrant in the form of a bike that lakhs of Indians can ride with pride. We’re extremely happy to know that the entire nation appreciates what we did. Youtube as a platform, with its targeting capabilities has helped us to connect with our TG more efficiently and made this campaign a bigger success.”

The other ad on the YouTube Leaderboard that has been recognised at Cannes this year is the tenth on the list Ariel ad for which BBDO India was awarded a Bronze Lion in the Creative Effectiveness category.

Amazon India’s ‘Apni Dukan’ created by the same agency is featured second on the list, followed by BefikarBookkar by Make My Trip. Among all the ten featured advertisements enlisted by Google, the common thread is the storytelling element. Six of the ten ads infact were released in the long format structure running far longer than the typical 60-second television commercial. Further, based on the average watchtime per ad, it is clear that customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey. Bajaj, Hitachi, Royal Challenge Sports Drink and Ariel have taken this approach, and captured people’s attention.

Here is the list in full:

July 28, 2016
Coca-Cola India launches TVC campaign #VIORunWithIt

MUMBAI: After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.

The campaign aims to build a deeper connect with the consumers and urges them to:

‘Believe’- in the power of milk protein inherent in VIO,
‘Feel’ – that the power when unleashed will help them lead an active, healthy life and
‘Do’- switch to VIO and activate a healthy lifestyle in their everyday moments.

Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO Flavored Milk gives him the power to navigate through the race of life.

Speaking about the campaign, Coca-Cola India South west Asia liquid foods director Abhishek Jugramn said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.

Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:

Facebook:https://www.facebook.com/vioflavoredmilk/?fref=ts,Twitter:https://twitter.com/Vio_India, Instagram:https://www.instagram.com/vioindia/ along with presence on radio and print.

VIO flavoured milk has been developed jointly by Coca-Cola India and its largest bottling partner, Hindustan Coca-Cola Beverages Pvt Ltd. Made from milk sourced from dairy farmers, VIO has been formulated with a blend of delicious saffron, pistachio and almond flavors in the respective ‘Kesar Treat’ and ‘Almond Delight’ variants. The product contains no added preservatives and promises to provide the consumers with wholesome goodness of milk in every drop and is available in a convenient 200ml Aseptic Tetra packaging at an attractive price point of Rs 25/-.

The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country. In addition to this, it has also been launched in General Trade outlets in Telangana, Andhra Pradesh, Maharashtra and Goa. The product is also available across all leading modern trade and cash & carry players in all metros and most tier-1 towns across the country. It can also be procured through Hindustan Coca-Cola Beverages Pvt. Ltd.’s online retail portal -www.coke2home.com.

July 27, 2016
Coca-Cola India launches TVC campaign #VIORunWithIt

MUMBAI: After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.

The campaign aims to build a deeper connect with the consumers and urges them to:

‘Believe’- in the power of milk protein inherent in VIO,
‘Feel’ – that the power when unleashed will help them lead an active, healthy life and
‘Do’- switch to VIO and activate a healthy lifestyle in their everyday moments.

Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO Flavored Milk gives him the power to navigate through the race of life.

Speaking about the campaign, Coca-Cola India South west Asia liquid foods director Abhishek Jugramn said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.

Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:

Facebook:https://www.facebook.com/vioflavoredmilk/?fref=ts,Twitter:https://twitter.com/Vio_India, Instagram:https://www.instagram.com/vioindia/ along with presence on radio and print.

VIO flavoured milk has been developed jointly by Coca-Cola India and its largest bottling partner, Hindustan Coca-Cola Beverages Pvt Ltd. Made from milk sourced from dairy farmers, VIO has been formulated with a blend of delicious saffron, pistachio and almond flavors in the respective ‘Kesar Treat’ and ‘Almond Delight’ variants. The product contains no added preservatives and promises to provide the consumers with wholesome goodness of milk in every drop and is available in a convenient 200ml Aseptic Tetra packaging at an attractive price point of Rs 25/-.

The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country. In addition to this, it has also been launched in General Trade outlets in Telangana, Andhra Pradesh, Maharashtra and Goa. The product is also available across all leading modern trade and cash & carry players in all metros and most tier-1 towns across the country. It can also be procured through Hindustan Coca-Cola Beverages Pvt. Ltd.’s online retail portal -www.coke2home.com.

July 27, 2016
Mondelez India and L&K Saatchi and Saatchi crowns Cadbury Choclairs Gold as ‘birthday chocolate’

MUMBAI: Mondelez India Foods recently launched a new occasion based TVC for Cadbury Choclairs Gold. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi.

The new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the nostalgic memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.

Commenting on the campaign, Candy & Beverages Associate marketing director Amit Shah said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”

L &K Saatchi & Saatchi CCO Delna Sethna said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular Birthday candy brand, and the new TVC just reiterates this. Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack.”

With this campaign, Cadbury Choclairs Gold aims to reinstate its positioning as the preferred candy in the birthday space.

July 26, 2016
Mondelez India and L&K Saatchi and Saatchi crowns Cadbury Choclairs Gold as ‘birthday chocolate’

MUMBAI: Mondelez India Foods recently launched a new occasion based TVC for Cadbury Choclairs Gold. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi.

The new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the nostalgic memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.

Commenting on the campaign, Candy & Beverages Associate marketing director Amit Shah said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”

L &K Saatchi & Saatchi CCO Delna Sethna said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular Birthday candy brand, and the new TVC just reiterates this. Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack.”

With this campaign, Cadbury Choclairs Gold aims to reinstate its positioning as the preferred candy in the birthday space.

July 26, 2016
Sapientnitro India appoints Amod Dani as creative head for north

MUMBAI: SapientNitroSM has strengthened its creative offering by bringing on board Amod Dani, previously Vice President Creative at AffinityX, as Creative Head for the Northern region.

With over a decade of experience in advertising, Amod has worked with brands like Škoda, Citibank, McDonald’s, Cadbury, Asian Paints, Procter & Gamble, Vista Print (Global) and won awards at festivals like Cannes Lions, New York Festivals, The One show, The Clio awards, Spikes Asia, AdFest Asia, Goafest and The Award Australia. At AffinityX, Amod was responsible for spearheading and driving the creative vision for a staff of 1,900 highly skilled creatives to provide white-label creative and marketing services for companies that serve small and medium businesses (SMBs). Prior to AffinityX, Amod played a key creative leadership role at Publicis, Contract and Leo Burnett.

Reporting into SapientNitro India’s Chief Creative Officer K.V. Sridhar (Pops), Amod will be responsible for driving creative excellence across all clients in the northern region of India, as well as lead and shape the team to deliver work that breaks boundaries at the intersection of technology and story.

Sapient India CCO KV Sridhar said, “As we continue to build our capabilities and momentum in delivering a unique blend of storytelling with the power of technology, we are delighted to welcome a creative talent of Amod’s caliber to our team. He will not only add more muscle to our creative craft with his industry insights but also bring diverse global experience and leadership skills. Together with the entire SapientNitro creative team, Amod will strongly contribute to help shape our creative excellence and deliver dynamic business results for our clients.”

On his new appointment Dani commented, “I am absolutely thrilled to join SapientNitro and look forward to be a part of the legacy of creative excellence that is native to the organization. I believe that innovative use of technology and an integrated approach towards problem solving is the way ahead. SapientNitro is leading the change for brand-customer engagement globally and their vision is incredibly relevant in today’s hyper-connected world.”

July 26, 2016