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Tag: ad campaign

  • Prasoon Joshi creates new Saavn ad campaign

    Prasoon Joshi creates new Saavn ad campaign

    NEW DELHI: Saavn has announced a new campaign with renowned ad film visionary and lyricist Prasoon Joshi.

     

    The music app has collaborated with Joshi and his team at McCann to help drive the music company’s evolution as one of the most innovative advertising voices across India’s top technology brands. The first campaign created under the association is on air now and features a comical series of five spots that promote Saavn’s innovative social features: Tag, Chat, Follow, and Share.

     

    Saavn’s previous campaigns, featuring Bollywood star Ranbir Kapoor were launched in India and select international networks, and generated more than seven million combined YouTube views, while attracting millions of new users to the Saavn app. 

     

    Until now, Saavn’s ad creative has been completed entirely in-house. Saavn’s creative director Teddy Stern and vice president and editor-in-chief Sneha Mehta independently conceptualized, directed, and co-wrote each spot.

     

    The new campaign, titled They Listen to Me was also directed and written by Stern and Mehta, but this time the duo’s sensibilities and creative execution is combined with the McCann team’s globally-renowned expertise. The result is a unique and fresh concept that builds on Saavn’s history of pushing groundbreaking creative.

     

    “The last year has been pivotal for Saavn as both a brand and advertiser, starting with the Ranbir Kapoor TVC in August. The next step in our brand evolution is collaborating with the immensely-talented Prasoon Joshi and his team at McCann,” Stern said. “Music connects people, and Saavn amplifies that connection. Our app empowers our listeners to share in the joy of music with each other. That’s the Saavn ethos, and McCann is the perfect team to help us broadcast that message to millions of music lovers, in Saavn’s own quirky and innovative way.”

     

    The new They Listen to Me campaign is a series of five short TVCs, plus creative for radio, theatrical, and digital platforms. The spots demonstrate how people of all walks of life are empowered by Saavn, through the app’s new social features. The spots feature multiple genres of music, with tracks ranging from “Jumme Ki Raat” from Kick, starring Salman Khan, to “Uptown Funk” by Mark Ronson ft. Bruno Mars.

     

    “From concept phase to production, and now to launch, the Saavn team has been a joy to work with on this campaign,” McCann APACCEO and chairman Joshi said. “When Saavn’s creative team came to us with the idea of empowering users through Saavn Social, McCann’s creative and strategic team knew we wanted to deliver something that not only reflects Saavn’s unique and progressive brand mentality, but also tells the stories of their users – everyday people who have the power to influence their peers on a daily basis through music.”

     

    The five spots range from 20 to 30 seconds in duration and were shot in just three days. Each spot will air in three languages (Hindi, Tamil, and Telugu), for a total of 15 television commercials. The five spots, which will roll out throughout the summer across key networks in India, are titled: “The Wrestlers,” “The Office,” “The Professor,” “The Newsroom,” and “The Dentist.”

  • Amazon spends Rs 100+ crore to build local connect via ad campaign

    Amazon spends Rs 100+ crore to build local connect via ad campaign

    MUMBAI: In a competitive world where every brand is armed with a killer instinct, connecting and making an impact on the minds of the target audience can be an arduous job.

    In such a scenario, unperturbed by competition, e-tailer Amazon India was all out blazing guns this Indian Premier League (IPL) and invested as much as Rs 100 crore in its latest ad campaign ‘Aur Dikhao,’ which was conceptualized by Leo Burnett India. It may be recalled that before the start of the IPL, Amazon India upped itself as the presenting sponsor of the tourney. The e-tailer was second only to Vodafone in terms of number of slots per match.

    Research depicts that 35 per cent of the ad spend in 2015 will come from e-commerce ventures. What’s more, the IPL has always been one of the major targets for brands to garner huge reach every season and that’s exactly what Amazon India latched on to in order to gain visibility and traction amongst the audience.

    According to an analysis by Television Audience Measurement (TAM), five out of the top ten brands (on the basis of number of ads during live matches) are from the e-commerce segment. However, besides spending money and buying slots, creative execution is the other aspect that plays a vital role in pulling in customers.

    Speaking to Indiantelevision.com on the ideation for the campaign, Leo Burnett chief creative officer Rajdeepak Das says, “Amazon is already big; bigger than any of its competitors. So while others were trying to establish themselves, we had to take the other route. The task with Amazon was to build a local connect and go ‘desi,’ this is why we went with the ‘Aur Dikhao’ campaign.”

    The ‘Aur Dikhao’ campaign had numerous ad films directed by Chak De! India director Shimit Amin, which illustrated the widely versatile range of products in Amazon’s catalogue. After the wide range message was conveyed and the campaign managed to create a buzz, another sub-campaign #Whattasale was launched.

    “With ‘Aur Dikhao,’ we conveyed the message to consumers about our wide range of products. Now it was time to get them to act and hence we launched whattasale, with the message that Amazon had the range and that they needn’t wait any longer to go ahead and shop. As Indians are always price conscious, we announced the three-day sale where attractive discounts were given. That step was taken to gather some action,” informs Das.

    In a bid to gain some traction on its mobile app, Amazon also shot out a clear-cut message that app user would get added benefits and hence urged people to download its app. With every TVC, multiple messages were delivered to gather action from consumers.

    Not taking the route of celebrity endorsements unlike its competitor Snapdeal.com, who has on board actor Aamir Khan, Amazon’s ads were shot in Indian localities to ensure connect and familiarity amongst consumers. The props used in the TVCs were also very ordinary. While every ad had a television in it, none of them were modern day LEDs or smart TVs. A foot-tapping soundtrack composed by Bollywood music director Ram Sampat complemented the TVCs.

    IPL is a blockbuster event where every second is premium. When asked if it was difficult to create a campaign for an event where the ad rates were paramount, Das opines, “I think it’s easier. Yes, the pressure is there because the event has enormous reach and if you don’t execute the plan properly, it may leave a negative impact for the brand. However, if you successfully execute the plan, your creative piece can spread via word of mouth.”

    Additionally, the placement of an ad also plays a pivotal role in ensuring good reach and interaction. Commenting on the planning and buying, a media expert asserts, “Just making a creative ad or putting huge sum of money does not seal the deal. You have to ensure good placements too. I saw Amazon TVCs at crucial stages of the match. They also increased the frequencies during the ‘whatasale’ campaign, which boomed their sale up. So overall in my opinion, Amazon made worthy use of the money they put in courtesy to their all round efforts.”

    Complementing the campaign, creative veteran and Monozygotic co-founder Rajiv Laxman says, “The entire concept and execution of ‘Aur Dikhao’ was really nice and I like concepts with propounding insights. It’s something all of us know but never thought about. A brand like Amazon, which is always considered as global brand, traditionally struggles to create a local connect and ‘Aur Dikhao’ was a brilliant idea to build local connect because of its simplicity. The execution was also nice. There was no glamour or any celebrity… everyone watching the ad could connect and relate. We go to buy a saree and we say ‘Aur Dikhao.’ We use this term everywhere we go to shop and hence it was a great concept for a brand like Amazon, which lacked local connect.”

    Amazon India integrated marketing director Manish Kalra had earlier said, “Offering customers a wide choice and a destination where they can find, discover and buy anything that they desire to online has been one of our key strategic pillars. Our selection growth in India over the last 22 plus months of launching our India operation has been phenomenal and today we are able to offer customers a wide choice over 22 million products across hundreds of categories to choose from. We have taken this as an inspiration and used it to show the unending selection of products that Amazon India has to offer through the new campaign. We believe that the term ‘Aur Dikhao’ will resonate with shoppers in India who love to have more choice.”

    “Great clients have played a vital role behind every good work that I have done so far and I must say Amazon is a great client. There are many more TVCs coming up and soon we will also explore new territories. Overall, I am happy with the campaign and the responses that we got so far,” Das concludes.

  • ‘Suits’ star Gabriel Macht in Ballantine’s India ad campaign

    ‘Suits’ star Gabriel Macht in Ballantine’s India ad campaign

    MUMBAI: Scotch whisky brand Ballantine’s is all set to launch an exclusive India specific campaign with the Suits star Gabriel Macht.

     

    With the new brand positioning of ‘Stay True,’ which will be accompanied by a marketing campaign with the tagline ‘Stay True, Leave an Impression’ featuring Macht.

     

    Conceptualised by Ballantine’s, the ‘Stay True, Leave an Impression’ campaign serves as an invitation to the Indian consumers to express themselves in a genuine and authentic way. Authenticity, self-belief and conviction are at the heart of this new campaign. 

     

    The video-led campaign will also be integrated across print, digital and outdoor media.

     

    The entire video is about two worlds: the world of self-belief and staying true juxtaposed by a world of sycophants with shifting loyalties. The tension between these two worlds is what brings out the brand idea of leaving a mark by being yourself, of making it to the top on your own terms.

     

    The film does this through a depiction of a ‘day in the life of’ the corporate world – the charades, the fake smiles, the pretentious jokes and the ‘yes man-ship’ that plays out every day – as seen through the eyes of our protagonist during his journey through a typical corporate office.

     

    The novel freeze-frame treatment further heightens this parody of power-play that the brand unequivocally disapproves of. Ballantine’s, which celebrates individuality and originality since 1827, raises a toast to the ‘real ones’ in a world full of fakes. The message: success is lasting for those who hold true.

     

    Macht said, “It is an honour for me to shoot for Ballantine’s well-crafted campaign in line with its philosophy of ‘Stay True.’ This association is a perfect match as I truly relate to brand’s attribute of staying true to one’s character and maintaining one’s integrity. Ballantine’s is one of the finest whiskies with unique richness of character and perfect balance. It has been a memorable experience shooting for the campaign and hope the Indian audience will appreciate it too.”

     

    Pernod Ricard India head – international brands Kartik Mohindra added, “George Ballantine stayed true and left an impression with the whiskies that he created. With this campaign, we want to continue his legacy by creating a platform that celebrates Ballantine’s and its founder’s intrinsic values. We hope to inspire people to have conviction to stay true to themselves, to follow their passions and to remain as genuine and authentic as they can be.”

     

    Ogilvy & Mather, New Delhi executive creative director Ajay Gahlaut said, “There are the movers and the shakers who are here today and gone tomorrow. Their allegiances are based on self-gain and change with changing winds. And then there are those few who quietly go about doing what they believe in, undeflected in purpose and unswayed by criticism. These are the ones who are remembered. They are the ones who leave an indelible mark on time. They are the ones who lead by example. This film is about them.”

     

    “There is something very inspiring about individuals who live by what they believe in. They are hard to find but they are there. This is the individual of integrity that the brand sought to associate itself with. And this is what led us to close in on Gabriel Macht. He, in a way, echoes everything that the brand stands for. There are strong affinities about who he is in real life and the character roles that he depicts in his professional life, with our brand values. So his character accentuates the stark differences between the two worlds that the film has captured. And the master stroke is the treatment of the film itself that creates a taut tension between the two worlds,” Gahlaut added.

  • Maldives to woo Indian tourists with ad campaign across PVR Cinemas

    Maldives to woo Indian tourists with ad campaign across PVR Cinemas

    MUMBAI: The Maldives Marketing and Public Relations Corporation (MMPRC) has tied up with PVR Cinemas across India for a two-week video campaign that will run in all major cinema halls of the PVR auditoriums.

     

    The promotion has been timed around the beginning of the summer holiday season in India to catch the attention of the holidaymakers; and during the release of films like Piku and Bombay Velvet.

     

    The Maldives clip will be shown across PVR properties in New Delhi, Gurgaon, Mumbai, Bangalore, Hyderabad, Chennai and Kolkata.

     

    MMPRC deputy managing director Mohamed Adam said, “India remains one of the largest source markets for us and we are confident that this new video campaign in PVR cinema halls will enable us to reach out to the target audience. Maldives is a destination that offers a complete experience be it gourmet food, water activities, relaxation on the beach or world-class spa experience. So whether it is for a honeymoon, a family holiday or just an extended weekend getaway – there is something for everyone.”

     

    Indians made up 3.8 per cent of the visitors to the Maldives up to December 2014. A total of 45,587 visitors from India visited Maldives last year, which is a growth of 19.9 per cent compared to year 2013. Maldives offers free visa on arrival for all nationalities, which is a further incentive for the Indian traveler to visit Maldives.

     

    2015 will see a focus from MMPRC to participate in more consumer driven activities designed to reach out to all segments of the Indian traveler and will see a continued focus to jointly working with all other partners to further increase the number of Indians visiting Maldives. 

  • Caprese announces its 360 degree campaign with Alia Bhatt

    Caprese announces its 360 degree campaign with Alia Bhatt

    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.

     

  • Blue Star earmarks Rs 35 crore for summer ad campaign

    Blue Star earmarks Rs 35 crore for summer ad campaign

    KOLKATA: Air conditioning and commercial refrigeration company, Blue Star, aims to spend Rs 35 crore during this summer on advertising and brand communication. The company has earmarked an investment of around Rs 41 crore as marketing spend for the entire next fiscal (2015-16).

    The company also intends to continue investing in its digital marketing efforts in social media as well as the internet, considering that most Blue Star buyers belong to the highest socio-economic category (SEC A), who are active on the internet.

    “Blue Star achieves around 40 per cent of its sale during summer season, so for our summer campaign, we aim to spend around Rs 35 crore,” said Blue Star executive director and president – AC&R Products Business B Thiagarajan.

    The company unveiled a new range of contemporary, stylish and energy-efficient room air conditioners on Wednesday in Kolkata.

    “Our company has identified a new value proposition of ‘Nobody Cools Better’ and soon this will be used widely with a set of TV commercials supported by advertisements in mainline dailies, cinema and hoardings. Since we are now well entrenched in the residential segment, we plan to aggressively promote this new proposition in TV, print ad hoarding,” informed Thiagarajan.

    It should be noted that last year for the summer campaign, the company had earmarked Rs 25 crore in marketing spends. This summer, the company is looking at vibrant TVCs like its previous campaign ‘Daddy Cool.’ The company’s ad agency Interface has already been roped in to assist Blue Star for the TVC.

    The company also plans to enhance investments on new product development and research and design initiatives in order to develop modern and sophisticated products.

    Talking about the business and growth, Thiagarajan said that Blue Star is eyeing to triple the share of inverter ACs in its room air conditioner sales by 2015 as the company is underpinning its hopes on increasing preference for energy efficiency products among the buyers and falling prices of inverter ACs.

    Thiagarajan also said that the room AC business was a strong focus area for the company and it would be the primary growth driver of its revenues in the coming years. “We have been encouraged by the growth in market share in this business despite the strong presence of global brands. So we have decided to invest in R&D, manufacturing and marketing to boost room AC business,” he added.

    Thiagarajan further said that countries like Japan and China are moving towards inverter ACs to help save power consumption. The company plans to sell 3.4 lakh units of ACs by 2015-16 of which seven per cent would be inverter.

    Last year the room air-conditioners industry grew by 10 per cent in volume terms and in value terms it was 19 per cent.

    Thiagarajan also said that the company is likely to finalize a manufacturing location by July or September next fiscal as it is looking to expand its manufacturing base. “We have a capacity to manufacture four lakh AC units at present,” he concluded.

     

  • Sab launches new ad campaign showcasing digital divide

    Sab launches new ad campaign showcasing digital divide

    MUMBAI: Sab, a family entertainment channel from the Multi Screen Media (MSM) stable, has launched a new brand film as part of its #DigitalDividesSABUnites campaign. The brand film shows a very existing phenomenon faced and witnessed by families today, that of the digital world encroaching their personal lives but there is always some common thread that gets the family together.

     

    The satirical film shows a joint family living together where everyone is busy on some gadget or the other. In spite of all the family members being together there’s no conversation, everyone is focused on chatting on their phones, playing games, surfing the net or is listening to music with earphones plugged in. The film features the father of the family singing a song and narrating the grievance through it, at the end even after the commotion, everyone is still glued on to their device. This is when, he mentions latest update and character from Sab shows and everyone joins in to comment over it.

     

    Inference being, how Sab’s light hearted family centric shows entertain every member of the family and is one of the uniting factors amongst them all. The brand film accentuates Sab’s brand philosophy of ‘Asli Mazaa Sab Ke Saath Aata Hain’ by also concurrently urging people to stay together in harmony and savour life as one instead of the virtual space overpowering your personal one. 

     

    Sab senior EVP and business head Anooj Kapoor said, “Our film takes a light hearted dig at how the virtual world is beginning to overpower the real world which we inhabit. The fact that virtual world has made us individualistic and introverted in nicely contrasted with how SAB continues to makes us extroverted and re-enthuses us to bond with our family through fun and entertainment.”

     

    The media mix includes TV, DTH, cinema halls, digital and on-ground events. The channel has also launched a contest, which gives the audience an incentive to share unpleasant experiences as a result of imprudent usage of mobiles and social media during family and friends get-togethers.

  • Teacher’s reveals new global campaign, celebrates self-belief

    Teacher’s reveals new global campaign, celebrates self-belief

    NEW DELHI: Teacher’s, the flagship brand of Beam Inc, has launched a new international campaign for its brand extension premiered over the weekend in select television channels and expected to expand across national TV this week.

     

    To direct the campaign, Beam has brought on board the popular director duo – Anthony Atanasio and Valerie Martinez. The commercial has been shot in Thailand under the creative vision of Publicis India. The central theme of the TVC is inspired by the famous poetry – IF written by the legendary author and poet Rudyard Kipling.

     

    Beam spokesperson says, “With this new campaign, we intend to endorse the popularity of Teacher’s as a quality brand and a preferred choice for a man who is a self starter, conversant and a well-informed achiever. The new Teacher’s Creative is a story of people from different walks of life highlighting the golden glow of the light which allows them to convert moments of adversity into occasions of triumph. With this new campaign, we want to affirm the popularity of Teacher’s amongst our consumers and reach out to achievers who want to experience brands that reflect their current stage in life; people who believe in genuine quality and are non-pretentious. Teacher’s golden glow remains distinctly lit and reflects who we are today and the brand we aim to be tomorrow.”

     

    The idea of the TVC emanates from the core value of the brand Teacher’s which is “when you have self-belief, it shows”. Teacher’s, a premium brand, universally recognised as the choice of men who are achievers. Delivering on these values through its new tagline – ‘The Light is within’, Teacher’s salutes the spirit of achievement and the golden glow of self-belief within its consumers.

     

    “We wanted to narrate a story about different sets of self Achievers who held their heads high in all situations and whose integrity and characters shine irrespective of the stage of life they are in. Just as we had anticipated, Anthony and Valerie, successfully managed to convey the character and core value of the Teacher’s brand that stands for genuine quality and self-belief”, says Publicis creative director Ullas Chopra.

     

    The TV commercial starts with a ship captain who is neck deep in water with a ship wreck in the background. The man is lit from a source of golden light within the water and says “If you can keep your head when all about you are losing theirs and blaming it on you.”

     

    It also features the famous Indian actress and model Kittu Gidwani along with other international talent.

  • Ranbir Kapoor joins the Lay’s bandwagon

    Ranbir Kapoor joins the Lay’s bandwagon

    MUMBAI:  Celebrity faces have always added flavor to PepsiCo marquee brand Lay’s. From cricketers to actors, all have lent their charm to sell the bag of snacks.

    The latest to enter the bandwagon is Ranbir Kapoor. The new campaign will follow Lay’s advertising trend which has always been about youth and moments of friendship. The actor was chosen as the brand thinks he fits in perfectly with its persona of youthful energy & international appeal that continues to grow in the minds of consumers.

    PepsiCo India western category food category director Gaurav Mehta said, “We are proud to associate with Ranbir Kapoor who truly reflects the modern, aspirational and youthful persona of the Lay’s brand and its consumers. As an individual who seeks joy and magic in the ordinary, spontaneous moments of life, Ranbir is also a genuine embodiment of the brand philosophy of ‘Pal Banaye Magical’. We believe that this association with Ranbir will enable us to take our brand philosophy to new heights as we expand our reach to India’s youth. We look forward to a great new year and are confident that this partnership will be mutually rewarding.” The new face of Lay’s Ranbir Kapoor said, “Lay’s is one of the brands I have grown up with! It is such a popular & universally loved brand and I am excited to be associated with Lay’s. As a brand, Lay’s stands for youthfulness & spontaneity and seeking simple joys in life’s ordinary moments. Lay’s belief of ‘Pal Banaye Magical’, which has always celebrated the joy in life’s little moments – is something I can identify with and I genuinely believe that many a magical moment is hidden in life’s ordinary, spontaneous moments. I am excited to work with the brand and look forward to a great journey ahead.”

    While Ranbir becomes the face of the new campaign, actor Saif Ali Khan will continue to endorse Lay’s.

  • Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

    Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

     MUMBAI: Health has its voice, listen to it. This is what the new TVC of Aquaguard, ‘Sehat Ki Awaaz’, conveys to its consumers. The new ad campaign by Eureka Forbes is a step towards positioning Aquaguard ‘Paani Ka Doctor’ to ‘Healthiest Water on Earth.

     

    The TVC hits on where it hurts the most to any mother- ‘Her unhealthy child’. The TVC shows a doctor educating the mother about the new technologies that Aquaguard uses to ensure good health of its consumers.

     

    The ad campaign educates consumers about the various nutrients available in drinking water, essential for good health.

     

    “Water contains important minerals like calcium, sodium, potassium, magnesium and many more which are unequivocally essential for human health. Eureka Forbes believes that pure and safe drinking water is birthright of every individual and Aquaguard is our offering to the huge consumer base,” says Eureka Forbes CEO direct sales and marketing head Marzin R. Shroff.

     

    The new TVC positions Aquaguard as the ‘Healthiest Water on Earth’. “Aquaguard has not only emerged as leader but ultimate solution provider in the area of drinking water. The brand was positioned as the Expert Advisor and hence derived to the positioning of Paani Ka Doctor. To reinforce this change from ‘Purity to Nutrition’, ‘Aquaguard Paani ka Doctor’ has now positioned itself as the ‘Healthiest Water on Earth’. Aquaguard’s new communication will play catalyst in creating awareness among consumers about the health benefits associated with drinking water,” informs Triton Communications CEO and NCD Renton D’Sousa.