MUMBAI: Rediffusion-Y&R has conceptualised LIC’s latest campaign film, the objective of which is based on two of LIC’s single premium plans.
The ads for the ‘Bima Bachat’ and ‘Jeevan Shikhar’ plans, which are targeted at the modern upper middle class families, extends the brand proposition of ‘Be rest assured once and for all.’
LIC’s objective was to build their campaign communication in order to familiarise people with a single premium endowment plan and its benefits, thereby encouraging them to invest in the same.
Rediffusion Y&R ECD – West & North Pranav Harihar Sharma said, “The film taps the mind space of a father, how he thinks long term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that’s made the core insight in the film. The story line was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that’s what we tried doing here.”
Rediffusion Y&R president Dhunji S. Wadia added, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution.”
The campaign aims at making people realise the importance of saving early in life and investing in the future of their loved ones.
MUMBAI: Dentsu Aegis Network’s digital agency Dentsu Webchutney has been awarded the digital mandate for Red Bull in a multi agency pitch. The agency’s Mumbai office will be handling the account.
Commenting on the win, DentsuWebchutney CEO and co-founder Sidharth Rao said, “We are delighted to partner with Red Bull. The brand as well as the category are pretty dynamic – something that will certainly help us push the envelope and come up with some refreshing work.”
Red Bull is an energy drink with the tagline – ‘Red Bull gives you wings’ – and is sold by Austrian company Red Bull GmbH, created in 1987.
MUMBAI: Dentsu Aegis Network’s digital agency Dentsu Webchutney has been awarded the digital mandate for Red Bull in a multi agency pitch. The agency’s Mumbai office will be handling the account.
Commenting on the win, DentsuWebchutney CEO and co-founder Sidharth Rao said, “We are delighted to partner with Red Bull. The brand as well as the category are pretty dynamic – something that will certainly help us push the envelope and come up with some refreshing work.”
Red Bull is an energy drink with the tagline – ‘Red Bull gives you wings’ – and is sold by Austrian company Red Bull GmbH, created in 1987.
MUMBAI: Hygienic Research Institute Pvt. Ltd (HRIPL) has awarded the brand duties of its brand Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand with immediate effect.
There was no pitch involved in this win, and the account mandate was awarded on Soho Square’s strategic approach to the brand’s marketing challenge.
When contacted, HRIPL joint managing director Ashish Chhabr said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair colour and care categories.”
Soho Square office head Samrat Bedi added, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”
Soho Square SVP – strategic planning Shashank Lanjekar said, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”
MUMBAI: Hygienic Research Institute Pvt. Ltd (HRIPL) has awarded the brand duties of its brand Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand with immediate effect.
There was no pitch involved in this win, and the account mandate was awarded on Soho Square’s strategic approach to the brand’s marketing challenge.
When contacted, HRIPL joint managing director Ashish Chhabr said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair colour and care categories.”
Soho Square office head Samrat Bedi added, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”
Soho Square SVP – strategic planning Shashank Lanjekar said, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”
MUMBAI: Tata Salt has launched its 360 degree communications and marketing campaign, which talks about “Desh ki Rag Rag mein Iron.” Along with a TVC, the campaign has been launched across print, innovative outdoor, radio, on ground activation as well as an integrated marketing plan. The brand has partnered with FCB Ulka for the creation of this new campaign.
The new Tata Salt Plus TVC is anchored by women who, through unfailing perseverance, do their best both at home and in their professions. They are driven and want to make a difference to the lives around them. They are inspiring and symbols of hope and motivation to a nation that wants to be seen as modern and progressive. Produced by Firecracker and shot by Sujoy Ghosh, the TVC shows a day in the life of what turns out to be a metro pilot. She represents millions of women who are breaking new grounds to multitask and balance homemaking with successful careers in a rising India.
While the brand tagline of ‘Desh ka Namak’ has resonated with consumers over the past few decades, the brand takes one step forward with this campaign towards its mission of being health keepers of the nation and providing healthy and nutritious product offerings.
Speaking on the campaign launch, Tata Chemicals consumer products business marketing – head Sagar Boke said, “Tata Salt Plus, complete with Iron & Iodine, is the very embodiment of our company’s vision of serving society through science. Our new campaign focuses on communicating the importance of iron in everyday lives to our consumers, especially to women. Lack of iron significantly hinders your capacity to stay active – and to women who balance many roles in life, staying fit and active is very critical. This was the consumer insight around which the campaign has been woven. Through this campaign, we will be targeting our consumers through multiple platforms, both online and offline, to multiply reach and magnify impact.”
FCB ULka CEO Nitin Karkae added, “Tata Salt is an iconic brand and ‘Desh Ka Namak’ is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new iron fortified salt with ‘Desh Ka Namak,’ which led to the creation of ‘Desh Ki Sehat, Desh Ka Namak,’ and the TVC that is about empowering the new women of India.”
MUMBAI: Tata Salt has launched its 360 degree communications and marketing campaign, which talks about “Desh ki Rag Rag mein Iron.” Along with a TVC, the campaign has been launched across print, innovative outdoor, radio, on ground activation as well as an integrated marketing plan. The brand has partnered with FCB Ulka for the creation of this new campaign.
The new Tata Salt Plus TVC is anchored by women who, through unfailing perseverance, do their best both at home and in their professions. They are driven and want to make a difference to the lives around them. They are inspiring and symbols of hope and motivation to a nation that wants to be seen as modern and progressive. Produced by Firecracker and shot by Sujoy Ghosh, the TVC shows a day in the life of what turns out to be a metro pilot. She represents millions of women who are breaking new grounds to multitask and balance homemaking with successful careers in a rising India.
While the brand tagline of ‘Desh ka Namak’ has resonated with consumers over the past few decades, the brand takes one step forward with this campaign towards its mission of being health keepers of the nation and providing healthy and nutritious product offerings.
Speaking on the campaign launch, Tata Chemicals consumer products business marketing – head Sagar Boke said, “Tata Salt Plus, complete with Iron & Iodine, is the very embodiment of our company’s vision of serving society through science. Our new campaign focuses on communicating the importance of iron in everyday lives to our consumers, especially to women. Lack of iron significantly hinders your capacity to stay active – and to women who balance many roles in life, staying fit and active is very critical. This was the consumer insight around which the campaign has been woven. Through this campaign, we will be targeting our consumers through multiple platforms, both online and offline, to multiply reach and magnify impact.”
FCB ULka CEO Nitin Karkae added, “Tata Salt is an iconic brand and ‘Desh Ka Namak’ is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new iron fortified salt with ‘Desh Ka Namak,’ which led to the creation of ‘Desh Ki Sehat, Desh Ka Namak,’ and the TVC that is about empowering the new women of India.”
MUMBAI: Publicis has won the Heineken India business after a three-way agency pitch. The account was earlier with Wieden + Kennedy.
Publicis will handle the account of their Bangalore office. The brand will retain its ‘One World. One Heineken’ ideology
Speaking of the win in a joint statement, Publicis Worldwide South Asia CEO Nakul Chopra and Publicis Worldwide MD South Asia Bobby Pawar said, “Partnering an iconic brand like Heineken is a dream opportunity. We are honoured to have been chosen. We look forward to collaborating with them to create world class engagement ideas.”
United Breweries marketing SVP Samar Singh Sheikhawat added, “We are delighted to partner with Publicis on the Heineken business in India. They bring with them a wealth of knowledge in creating effective communication across consumer product categories in the country. We believe this association will give further impetus to the fastest growing beer brand in our port folio. We look forward to creating memorable work on Heineken in India in the years ahead.”
Publicis Ambience COO Paritosh Srivastava said, “We are very proud to be associated with an advertising hall of fame brand like Heineken. The challenge is to live up to the legacy or great work the brand has done globally and I am confident that together with the team we will meet it.”
MUMBAI: Publicis has won the Heineken India business after a three-way agency pitch. The account was earlier with Wieden + Kennedy.
Publicis will handle the account of their Bangalore office. The brand will retain its ‘One World. One Heineken’ ideology
Speaking of the win in a joint statement, Publicis Worldwide South Asia CEO Nakul Chopra and Publicis Worldwide MD South Asia Bobby Pawar said, “Partnering an iconic brand like Heineken is a dream opportunity. We are honoured to have been chosen. We look forward to collaborating with them to create world class engagement ideas.”
United Breweries marketing SVP Samar Singh Sheikhawat added, “We are delighted to partner with Publicis on the Heineken business in India. They bring with them a wealth of knowledge in creating effective communication across consumer product categories in the country. We believe this association will give further impetus to the fastest growing beer brand in our port folio. We look forward to creating memorable work on Heineken in India in the years ahead.”
Publicis Ambience COO Paritosh Srivastava said, “We are very proud to be associated with an advertising hall of fame brand like Heineken. The challenge is to live up to the legacy or great work the brand has done globally and I am confident that together with the team we will meet it.”
MUMBAI: From smart phones to smart watches, the gizmos are getting more and more compact. With increasing number of players like Apple, Samsung and Motorola and now Titan entering the smart-watch fray, campaigning for a new product in a market, which has already been impacted by other brands in the same category, is no doubt challenging. Therefore for the recently launched Titan Juxt smart watch, Ogilvy and Mather Bengaluru took the ‘not just a technological intrigue’ route when building awareness.
The Juxt ads don’t have flashy shots, text heavy screen explaining features, expensive locales, sexy models and difficult camera angles but resort to a simple laid back and nonchalant conversation between three friends – director Kabir Khan, music composer Pritam and actor Vir Das, which brings out why the new smart watch can become part of our lifestyle. The ads imply the fact that that besides being “stunning,” the Juxt watch is also “smart.”
With #SmartIsStunning being the core thought, the agency has released two TVCs, which sees the three familiar yet fresh faces getting into a banter where Juxt is mentioned in a matter fact manner that smartly brings out the need to adapt with technology.
“Smart watches brought to the market by tech companies have focused on technology. After the initial excitement of owning a tech loaded watch dies down, most consumers grapple with the role these watches play in their lives. Consumers still gravitate towards watches that are about craftsmanship and beauty. Herein was the big opportunity for Titan Juxt – a watch that bridges the gap between good looks and technology. The core thought was to make consumers evaluate smart watches on a new parameters of watch design and looks,” shares Ogilvy & Mather, Bangalore Senior vice president & head of advertising,Tithi Ghosh.
Aimed at the creative minded people — and hence the choice of casting– the agency wanted to reach out to those who realise the importance of staying networked in their professional and personal lives with a digital first approach.
“We looked at the world of the successful creative professionals who also have significant social presence and influence and chose Kabir Khan, Pritam and Vir Das. All three are hugely successful in their respective fields and would easily manage to start a conversation around Titan Juxt,” Ghosh points out.
Having said that, the Juxt smart watches are priced at the premium end of Titan’s product range.
Elaborating on the concept of Juxt as not just a gizmo but a timepiece, Ghosh further adds, “The next time a consumer is looking at a smart watch, he will certainly consider how desirable the watch is in its design aesthetics and the Titan Juxt also scores over competition in this respect. It is meant to be respected as a ‘watch’ and not a gizmo.”
But this very ‘by the way’ toned brand communication may be a hit or a miss with consumers, feel several creatives in the industry, who feel the new campaign for Juxt leaves something wanting.
“It’s a very Titan thing to do, this ad,” says a well known creative from the industry, who shares his take on the campaign on condition of anonymity.
“Without even seeing the credits I can tell it’s a Titan watch ad, and Ogilvy has done a very good job of tying this new product to Titan’s essence. But is this a smart watch? I don’t think so. The ‘matter of fact’ way in which the smart watch is introduced in the TVC is as if the brand is saying to the consumers: ‘We have a new watch out. Oh, and by the way, it is a smart watch.’ Judging by the campaign, I feel that the target market isn’t the hardcore tech nerds who go gaga over new technology, nor is Titan competing with Apple and Google,” opines the creative.
“The ad doesn’t highlight the services that the smart watch can give, which my phone isn’t already taking care of for me or why I need the smart features in the watch? While it would be unwise to comment without knowing the mandate for the campaign, but the ad takes a middle path when it comes to the target group — watch lovers who may also like new features,” he further adds.
While Dentsu Aegis Network chairman & CEO South Asia Ashish Bhasin finds the advertisement informative enough about the new features, he feels the ad is a missed opportunity when it comes to upholding a product which is a first of sorts in the market.
“It is definitely the first time that an Indian watch maker has come out with a smart watch, but that doesn’t come through in the ad. So it’s a bit of a missed opportunity because as a product Juxt is unique and therefore holds a huge scope that could have been capitalised upon better,” Bhasin opines. “I do feel it could have evoked an emotional connect with the consumers a little more. What I feel missing from the ad is the value addition to the product. The ad establishes the features but what doesthat do for the consumers?” Bhasin questions.
“Despite the wave of headlines seen when several tech giants released their versions of smart watches, India as a market is yet to see a tidal wave in demand for the products, which hints at a need for an ‘X factor’ that the tech companies haven’t catered to. Titan as a watchmaker is armed with an understanding of the watch buyers in the market, which gives them an advantage,” observes Ghosh.
Whether Titan’s old world charm will work for a contemporary product like Juxt, or the brand will have to come up with a new strategy, only time will tell. That said, the #SmartIsStunning campaign definitely joins the ranks of brands with innovative campaigns from the brand – agency association.
