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  • Tanishq breaks ground with its latest Raksha Bandhan ad film

    Tanishq breaks ground with its latest Raksha Bandhan ad film

    MUMBAI: Tanishq has been known for taking the path less travelled by when it comes to its creatives. This Raksha Bandhan, the brand has yet again attempted something a tad different.

    With an innovative product in store – a special Lumba rakhi that doubles up as a pendant, Tanishq celebrates the friendship between sisters-in-law.

    The jewellery brand has launched its new digital film which showcases a lesser-known ritual of ‘Lumba rakhi’ –  a tradition where the sister ties the Lumba Rakhi to her sister-in-law as well. The film portrays how the relationship between the sisters-in-law has evolved over time from just being sisters-in-law to being #SistersByChoice.

    “At Dentsu Webchutney, we saw this as an opportunity to write the story of progressive womanhood for Tanishq, with a healthy representation of female relationships,” said Dentsu Webchutney creative director Binaifer Dulani, and planning director Shambhavi Ramanathan.

    Elaborating on the idea behind the ad film, the duo said, “We spoke to bhabhi-nanad duos of today, all of whom acknowledged the baggage around this dynamic, but also spoke about how they built their own unique bonds as friends first. We spotted the hidden insight – some relationships aren’t bound by ‘relations’, they are bound by friendship. Like that of sisters and sisters-in-law. We wanted to reframe Raksha Bandhan from being cast as a relationship to a novel friendship that nobody ever thought about with Lumba Rakhi! Through the film, we tried to build a progressive arc of the intimacy between this duo – which reaches its ultimate moment when the nanad ties her bhabhi the Lumba rakhi.”

    Down the years the jewellery brand from Titan has carved a niche space in the hearts of people for its refreshing narratives. Once in a while it may have encountered roadblocks for courting ‘controversy’- given the blinkered times we live in- but most of the time it has won much love from all quarters for the progressive depictions of women in its commercials.   

    The heart-warming digital film directed by Ronak Chugh, evocatively portrays how the relationship between the sister and sister-in-law strengthens and becomes even more endearing over time. This narrative captures the playful and rather easy-going relationship between the duo, despite all the unsolicited advice received from relatives and society on how best to ‘tackle’ the relationship to avoid the associated ‘pitfalls’.

    The film captures the warm camaraderie between the two women and the changing dynamics of their relationship from when the sister-in-law becomes a part of their family and how it coheres into a sweet, nurturing and protective bond, even that of partners-in-crime, akin to that between two sisters. With a refreshingly different take on relationships and the festival, the film adds a new dimension to the Raksha Bandhan conversation by throwing spotlight on progressive womanhood and challenging the baggage around the dynamic shared by sisters-in-law. Thus, the #SistersByChoice creative, upholds the underlying theme of women uplifting other women, portraying an innovative and more nuanced narrative.

    Speaking about the campaign, Tanishq, Titan Company Ltd, GM – Marketing Ranjani Krishnaswamy, said, “Raksha Bandhan has always been a beautiful occasion to celebrate diverse relationships, their special bonds and reinforce the promise of taking care of someone – and that needn’t be just a brother-sister equation. #SistersByChoice is our humble attempt to showcase and celebrate the unique tradition of Lumba Rakhi capturing a loving banter between a sister and her sister-in-law that spreads happiness and positivity. With our latest campaign, we hope to celebrate the underlying promise & emotion around Raksha Bandhan which is all about love & care.”

  • Country Delight says ‘Good Morning India’ with new catchy anthem

    Country Delight says ‘Good Morning India’ with new catchy anthem

    Mumbai: Country Delight, a direct-to-consumer daily essentials brand, has released a lively music video to mark the 75th Independence Day. The “Good Morning India” anthem celebrates the freedom to choose pure every single day.

    Catchy and fresh, the video carries a hummable tune that invokes energetic morning vibes for the listeners. Starring kids from different ethnicities across India acing its hook step and raising a glass of purity full of Country Delight milk, the brand’s video pulls attention to the unity in the humble daily habit shared across India – choosing nutritious milk for families every morning.

    Sharing his thoughts on the anthem, Country Delight co-founder Chakradhar Gade, said, “Country Delight is now present across most of the key cities in India. We continued to be humbled by the customer love we have. We wanted to use the occasion of this Independence Day to present the Good Morning India Anthem, which expresses the essence of the small and beautiful part we play in making customers’ lives better.”

    The #GoodMorningIndia audio release across Social Media platforms also saw exciting participation from influencers matching the hook step.

  • MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    Mumbai: Incense sticks manufacturing brand Zed Black has launched its new campaign with brand ambassador M S Dhoni, where he is seen engaging with his audience and reminiscing his demeanor and motivating approach towards youth of the country.

    The campaign is part of the brand’s upcoming lineup of star-studded brand commercials which are aimed at targeting consumers across the nation and giving Zed Black the opportunity to engage the youth for the cause of Prarthna Hogi Sweekar. Along with the existing celebrity ambassador, Hrithik Roshan for Manthan Dhoop, Zed Black will continue to emphasise its hold on the Indian agarbatti sphere, it said in a media statement.

    Conceptualized by Oberoi IBC, the integrated campaign for Zed Black 3-in-1 Agarbatti aims to get India praying to the mantra #prarthnahogisweekar. “Dhoni announced his retirement from international cricket on 15 August last year and since then his popularity around the world has not diminished. The boy from Ranchi, who made his ODI debut in 2004, who changed the face of Indian cricket with his calm demeanor, sharp understanding of the game, and astute leadership qualities is still reigning the hearts of cricket fans as the pictures in the retro jersey are spreading like wildfire,” said the company.

    MDPH director and partner Ankit Agrawal said, “Zed Black Agarbatti stands as a reflection of its ‘go getter’ spirit, devotion, resilience, belief and prayers. MS Dhoni, who is a staunch believer of tranquil state of mind that helps in focused efforts and better results, complements well with our brand value. Zed Black 3-in-1, which is a market-leader, creates an atmosphere of purity, hope & positivity that helps maintain a balance. Zed Black is elated to give MS Dhoni’s fans a moment to cherish by unveiling the TVC with the retro jersey look exactly after one year since he announced his retirement from International cricket on 15th August.”

    Choreographer-filmmaker Farah Khan has directed Indian cricketer M S Dhoni for this commercial. Dhoni also got a new ‘faux-hawk’ cut from celebrity hair stylist Aalim Hakim which became a topic of discussion on social media. Ace photographer Daboo Ratnani captured all of Dhoni’s looks for the TVC campaign.

    “It’s Zed Black’s journey of hope, success, prayers and innovation that drew me to the brand. To be the face of a brand that sends out a beautiful message like Prarthna Hogi Sweekar, giving people hope and strengthening their beliefs is what resonated with me. Their new campaign is inspiring and motivating,” said M.S Dhoni.

    “Zed Black, has gone beyond just the advertising jingle, with the latest extension of its flagship ‘Prarthna Hogi Sweekar’ campaign being commissioned into mini-shorts indicating the thought that prayers will be answered. The new campaign with M S Dhoni has a moral underpinning that reflects the importance of family praying together, workplace worship, community prayers, the simple love of imparting the habit of praying amongst kids and love for the country”, shared Anshul Agrawal, Director & Partner, MDPH.

    Speaking on the TV Campaign & roping in M S Dhoni, Ad film director & MD, Oberoi IBC India Anand Oberoi said, “I am hopeful that this association will ensure higher brand recall, and eventually create a larger following amongst the masses for Prarthna Hogi Sweekar”.

  • Madison Digital promotes Chintan Soni and Kosal Malladi to VPs

    Madison Digital promotes Chintan Soni and Kosal Malladi to VPs

    New Delhi: Madison Digital on Friday announced the promotions of Chintan Soni and Kosal Malladi to vice presidents.

    Soni joined the organisation in September 2013, while Malladi joined in 2018, and both have played an instrumental role in the growth and success of Madison Digital, the organisation said in a statement.

    “Chintan and Kosal have been a great asset to the Madison Digital team, with the same vision of growing the vertical and taking business to greater heights. Year on year, they have been delivering exceptional results and we couldn’t be happier to give them the much-needed promotion they deserve,” said Madison Digital CEO Vishal Chinchankar.

    Soni has an overall experience of 16 years, and has played an integral role in building the digital products and the performance and data division. “Being a part of Madison Digital has been a thrilling experience. It’s exciting to build digital products which solve gruelling challenges faced in performance/brand marketing. Our focus will be to keep strengthening our proprietary products,” he said.

    Malladi comes with over 15 years of experience, and returned to Madison Digital in 2018, and has been a mentor in the Madison Digital team. “Madison Digital is growing and I’m happy to be a part of a team that’s creating waves in the digital space. With the support of the entire Madison team and our clients, we intend to grow business and do some exceptional work,” said Malladi.

  • Dentsu Group records organic revenue growth of 15% for Q2

    Dentsu Group records organic revenue growth of 15% for Q2

    New Delhi: Dentsu Group has witnessed a significant rebound in performance for the quarter ended June, recording organic revenue growth of 15 per cent. The Group has announced its results for the first half as well as the second quarter of 2021.

    Dentsu Japan Network grew by 12 per cent while Dentsu International registered a growth of 17 per cent, showing strong sequential improvement over Q1 decline of 2.4 per cent.

    “As we pass the anniversary of the start of the pandemic, revenues continue to recover across all regions with strong growth in digital solutions. Client confidence is restoring with spending levels more resilient and predictable,” said the group in its earnings statement. “Operating margin improvement continues to exceed expectations, substantially ahead of the prior year, with Q2 improving by 370 basis points year on year, showing the gearing effect of higher revenue together with cost reductions being implemented.”

    The Group expects high single-digit organic growth for FY2021, with a line of sight to delivering the long held 2022 margin targets of 20 per cent for Dentsu Japan Network and 15 per cent for Dentsu International one year early. 

    “Dentsu Group delivered a strong second quarter performance, reflecting the growing consumer and client confidence we see across all regions. Underlying profit growth continues to be strong, exceeding our expectations, and demonstrates our commitment to our margin targets,” said Dentsu Group Inc, CEO and president, Toshihiro Yamamoto. 

    APAC (excluding Japan) recorded a growth of 3.6 per cent. The APAC region reported double digit growth in the second quarter driven by double digit growth from Australia, Indonesia, South Korea, Singapore and Thailand. EMEA reported 8.7 per cent organic growth in H1, FY21, and 22 per cent in Q2, FY21. 

    “Whilst the future path of the pandemic remains uncertain, our full year guidance confirms our confidence in the outlook for the second half of FY2021, as well as our ability to meet our medium-term targets by 2024,” added Yamamoto.

  • India’s Olympic feat puts spotlight on ‘moment marketing’ violations by brands

    India’s Olympic feat puts spotlight on ‘moment marketing’ violations by brands

    MUMBAI: India recorded its finest performance at the 2020 Tokyo Olympics catapulting several talented sportspersons on the world-stage. As the country revelled in their stunning achievements, the brands also did not lag behind, and made the most of the moment, launching a series of social media posts to leverage the marketing opportunity.

    A host of brands bolstered their image online with quirky, fun topical posts around the medallists’ feat, which is commonly referred to as ‘moment marketing’ in advertising parlance.

    All was well, until the ace shuttler and bronze-medallist PV Sindhu and her agency Baseline Ventures announced that they are now mulling legal options to take these brands to court, “for using her name and image for their marketing purposes without proper authorisation”. According to media reports, the agency is planning to take as many as 20 brands to court for flouting the rules, and it could be seeking damages of Rs 5 crore from each of the brands.

    So where does one draw the line? When does a ‘harmless’ social media post cross the ethical line, to be construed as “infringing upon and unfairly exploiting the brand value of a celebrity” to gain visibility and traction for a brand?

    “This shows that the moment marketing is coming of age in India,” said Pulp Strategy founder and MD, Ambika Sharma. “This has happened previously with radio and traditional media, where you cannot mimic the voice of a celeb for your brand jingle. The sanctity of Intellectual property (IP)/ copyright needs to be understood. If they are not your brand ambassadors, then do not use their image.”

    According to Clevertize CEO and founder Sagar Nidavani the legal notice was a much-needed wake-up call for the brands and the agencies. “This would not have been an issue if the purpose was only to wish the winners at the Olympics. The issue was that in the name of brand connect we forgot the boundaries. Direct or Indirect usage of image or name of the player suggesting that the personality is endorsing the brand can be considered as crossing the line,” concurs Nidavani.

    ‘Moment marketing’ can be a tricky territory for brands to explore, and needs to be tackled with the right set of regulations to keep a check on a brand’s intent. However, the flip side to this is that without moment marketing, brands and agencies will miss out on a lot of topical posts which provide quality engagement to the brands and make for quality consumption for the audiences as well, highlighted Monk Entertainment VP, Talent Management, Aayush Tiwari.

    Amul is often cited as a successful example, and has also been lauded for its creative take on the ongoing events, which have often gone viral on social media too.

    “When Amul does such campaigns, it does it with panache, but without using any direct images. It goes beyond advertising to deliver a message of greater good,” said Tiger Advertising, partner Pantul Kothari, “however, what most other brands do is use sports winners to weave their brand message, and make it more ‘brand centric’ than just celebrating their victory.”

    Following Sindhu’s move, several agencies have come out in support of the athlete, and underscored the need to take a stand. “We have to understand that wrongful use of imagery is not morally, ethically and legally right and the same should be avoided under any circumstances,” shared White Rivers Media co-founder and CEO Shrenik Gandhi.

    According to agency experts, brands and agencies need to find new, creative ways to bypass the dilemma of using names and images of celebrities during occasions. Some have even used silhouettes or creatively integrated their products to have a relevant connection with the topical moment/occasion.

    “Brands could even add a layer of compliance for their social media updates by involving their legal team and creating a set of guardrails that the brand and their agencies could follow. It’s all about being smart with your communication and making sure all legal compliances are met when it comes to topical updates,” said Chimp&Z Inc chief creative consultant Shreyans Khanna.

    According to Admitad Affiliate, country manager India, Neha Kulwal brands can take the initiative of providing a better opportunity by rewarding/ sponsoring the athletes till next Olympics.

    There is no doubt that moment marketing is a legitimate tool for growth hacking, but only if it does not cross the unethical line. And, with the social media boom underway, it is definitely here to stay. The problem, of course, arises when a brand makes content designed to create a false impression of the celebrity or influencer being their ambassador, without having any commercial deal with them.

    “This places great responsibility on the creative agencies or content teams to not only be updated with every single trend, but also apply their minds to creating such content tastefully and ethically. As a creative agency, we need to advise our clients in terms of what’s acceptable and what’s not,” said Songfest India co-founder and CEO Gaurav Dagaonkar.

    However, the latest incident could definitely make the brands take a re-look at their social media strategies. According to Grapes Digital COO and Strategy head, Shradha Agarwal, the biggest learning is that brands will not prefer taking any celebrity’s name directly, and perhaps be more careful while creating topical moments when a brand personality is associated with it.

    Industry experts highlight that this has also turned the spotlight to the sports celebrities, and more brands will look at alternate sports and sports stars for signing up endorsements. With the Commonwealth games due in Birmingham, 2022 this is a big opportunity for the brands to look beyond the obvious and explore more avenues for partnerships.

  • Jolene Fernandes Solanki elevated to COO, Madison Media Ultra

    Jolene Fernandes Solanki elevated to COO, Madison Media Ultra

    Mumbai: Homegrown media agency Madison Media on Wednesday announced Jolene Fernandes Solanki as the new chief operating officer of Madison Media Ultra. She will be working out of Madison’s Mumbai office and will lead the Marico business along with her existing client base.

    Solanki joined Madison in 2016 and has an overall experience of 19 years.

    Madison Media & OOH, partner and group CEO said, “One of our most dynamic leaders, I am very pleased to have her lead Madison Media Ultra, and have all the confidence that she will bring more fame and great results for our Clients and Madison.”

    Elated over her new role, Solanki said, “My Journey at Madison has been fulfilling and thrilling. I look forward to raising the bar and partnering with our clients in their growth journey in this new era of digital business transformation and helping them achieve their goals. My focus will be on creating capabilities to drive integrated solutions for our clients with a strong strategic framework to achieve business outcomes.”

    Madison Media Group is a part of Madison World which also has specialist units in Advertising, Business Analytics, Out-of- Home, PR, Mobile, Retail, Sports and Entertainment, employing over 1,000 communication professionals across India and Bangladesh.

  • Parle emerges as India’s Most Chosen FMCG Brand: Kantar India

    Parle emerges as India’s Most Chosen FMCG Brand: Kantar India

    New Delhi: Parle Products has once again emerged as the top FMCG brand in the ninth edition of the annual Brand Footprint India report released by Kantar India.

    The report ranks the ‘Most Chosen FMCG Brands’ based on the Consumer Reach Points (CRP’s), which consider the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year. Higher the CRPs, higher the opportunity for brand growth.

    With a CRP score of 5715 (million), Parle holds the top spot for a record ninth year in a row, said Kantar India. It is followed by Amul, Britannia, Clinic Plus and Tata Consumer Products.

    In a year dominated by health & hygiene, Dettol grew a whopping 48 per cent in CRP’s (923 Mn) and entered the top 25 brand list. Dettol was followed by Lifebuoy with a growth of 25 per cent CRP’s (1798 Mn), Vim at 21 per cent CRP’s (1454 Mn), Dabur at 14 per cent CRP’s (1458 Mn) and Britannia at 11 per cent CRP’s (4694 Mn).

    The overall consumer reach points (CRP’s) have increased from 86 billion to 89 billion however, the rate of growth has plummeted down to four per cent, from eight per cent in 2019. COVID impacted the frequency of purchase as average trips made to purchase grocery reduced but more purchases per trip were recorded in 2020.A

    According to the report, purchase frequency reduced by one per cent but spend per trip grew by five per cent, which led to lower number of brands (50 per cent) growing in terms of CRP as compared to 2019 (72 per cent). Growth in CRP is also directly proportional to the brand hierarchy in the ranking. Across the board, the percentage of brands growing fell by 22 per cent however brands in the top 50 only fell by 14 per cent (over 2019).

    Penetration continues to remain the driving force. Low penetrated brands showcase a CRP growth of three per cent while high penetrated brands show a 4.5 per cent growth. At 88 per cent, Colgate (including all brands like Dental Cream, Cibaca, Active Salt, Gel etc) recorded the highest household penetration in 2020. The overall brand gains (in terms of penetration) are led by health and hygiene brands like Dettol (13.3 per cent), Lifebuoy (6.3 per cent), Savlon (5.4 per cent) and Harpic (4.3 per cent).

    Worldpanel Division at Kantar, managing director- South Asia, K. Ramakrishnan said, the brand footprint is a great way of measuring and rewarding brands by the extent to which they are chosen by consumers. “Choice is a function of penetration and frequency. However, year after year, we find that brands grow a lot more on account of penetration gain than frequency gain. The biggest gainers in brand footprint 2020 were expectedly the hygiene brands. That said, the traditional leaders also held their positions by ensuring penetration growths even during the pandemic,” he added.

    Brand Footprint Top 10 Most Chosen Brands of India in 2020:

    2020 Rank

    2019 Rank

    Brand

    CRP (Mn)

    1

    1

    Parle Products

    5715

    2

    2

    Amul

    5107

    3

    4

    Britannia

    4694

    4

    3

    Clinic Plus

    4171

    5

    6

    Tata Consumer Products

    2391

    6

    5

    Ghadi

    2195

    7

    8

    Nandini

    2178

    8

    9

    Colgate

    2069

    9

    7

    Aavin

    1984

    10

    13

    Lifebuoy

    1798

     

     

  • upGrad highlights importance of online degrees in new ad film

    upGrad highlights importance of online degrees in new ad film

    MUMBAI: Edtech platform upGrad has launched a new ad film addressing the disenchantment experienced by the youth across the country due to the shutting down of institutes in the wake of the Covid-19 pandemic, as they stare at an uncertain job market and future unemployment.  

    Taking ahead its ‘Sirf Naam Ki Nahin, Kaam Ki Degree’ campaign, the film aims to highlight the edtech’s offering of online graduation courses from universities across the country.

    Conceptualised by The Womb, the film targets the youth disillusioned about their future amid the pandemic, especially those hailing from smaller towns lacking in reputed institutes. The video shot in a scenic location in the country’s interiors showcases a group of friends who harbour dreams of education in the big cities. They vocalise their misery of having to forgo those dreams in these testing times by means of a melancholic jingle.

    The creative aims to reassure the aspiring learners that while there may be no visible end to the pandemic on the horizon, all their hopes for a bright future need not be lost and that they need not give up on earning a suitable degree from a respected college. 

    upGrad chief executive officer – India Arjun Mohan said, “We have partnered with the leading universities to provide young India with UGC entitled, and WES recognised degree courses to give them a 360-degree university experience online. Post the course completion, we will also assist these learners with career services that involve a paid internship up to six months and placement support up to three years based on their performance.”

    The Womb co-founder Kawal Shoor added, “Now, with upGrad tying up with many universities to provide value-added under-graduate education online, there’s a new opportunity for young students to access high-quality education in their own hometowns, without having to leave to bigger cities as has been the norm. Our campaign borrows from the current reality but also is geared towards positioning online undergraduate education as a powerful alternative to trudging to a nearby big city to access quality education. And also, to nudge them to believe that even online graduation can lead to a ‘Kaam ki Degree’.”

    The commercial will be aired across 50 TV channels across geographies, along with 360-degree amplifications in other media channels.