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Tag: advertising

  • Dr Fixit’s new ad humorously explains technicality of waterproofing

    Dr Fixit’s new ad humorously explains technicality of waterproofing

    Mumbai : Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan urging consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair.

    The latest TVC addresses to dispel the myth that paint solutions can be used for waterproofing as well. Most people believe that painting the roof or patch repair can solve the problem of leakage and cracks. The new TVC aim to alter this belief. It emphasizes thatcosmetic solutionsor patch repair is not enough to fix the cracks that form and cause leakage. Since the roof is the most highly exposed surface of a structure one must ensure that the right products are being used in the right manner. The TVC draws attention towards Dr. Fixit Roofseal's elastomeric nano-fiber technology that offers long-lasting protection for roof from heat, rain and ultimately leakage.   

    At the end, the TVC urges the consumer to reach out to Dr. Fixit via SMS <ROOF> 57575 for more details on the product.

    Pidilite Industries CMO Vivek Sharma said, “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building and growing the category with innovative new products. People often make the mistake of choosing the wrong waterproofing methods and resort to temporary solutions. They don’t realise that longevity of a structure depends to a great extent on the waterproofing of the roof. They fail to understand the consequences of opting for incorrect techniques only to regret it later. This campaign featuring a humorous interplay between Mr. Bachchan and Mr. Popat Lal aims to nudge people in the right direction andseek proper roof waterproofing solutions from Dr.Fixit.”

    O&M ECD Talha Bin Mohsin said, “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh Bachchan is a humorous analogy of Dr Fixit and its expertise in quintessential Pidilite humour. The simplicity of communication to tell rather complex and technical benefits through Mr Bachchan has always been a hallmark of our work on this brand."

    The TVC opens where Popat Lal Ji is shown with a neck injury talking to a consultant, advising him to use paint for waterproofing. Here, Bachchan who is shown as `himself shooting on the adjoining roof, overhears them and asks Popat about his injury. Popat responds to him by saying the doctor has prescribed an operation. Bachchan then asks his stylist to hide the neck brace Popat is wearing with paint so as to heal his injury with rang rogan instead of an operation.

    Upon hearing Bachchan’s suggestion, Popat starts laughing and asks how an injured neck can be fixed with rang rogan? Bachchan then explains that just like a neck can't be fixed without an operation, even leakage or cracks on the roof cannot fixed without proper waterproofing. Waterproofing is a very technical job. He further explains, the roof expands and contracts due to heat which results in cracks and acts as a source of leakages. Thus painting is not the solution to prevent leakage or cracks. Mr. Bachchan further explains the unique feature of Dr. Fixit Roofseal, whose nanofiber technology safeguards the house from heat and leakage and urges the audience to opt for the same. A roof coated in Dr. Fixit Roofseal stays 10 degrees celsius cooler than an uncoated roof. It is a far more superior solution to paint, due to its elastomeric nature that allows the coating to expand and contract along with the structure, which minimises crack formation.

    Dr. Fixit commercials have always been loved by the audiences for their lightness and sense of humour. The new campaign stays true to this approach with Bachchan bringing his own trademark style and wit to it.

  • Virat Kohli commands highest brand value in Indian cricket: Checkbrand report

    Virat Kohli commands highest brand value in Indian cricket: Checkbrand report

    New Delhi: Checkbrand, an online sentiment analysis company, has analysed data for 45 top players on social media for the period of August – October 2020 and released a report on the online sentiments around them. This is the first quarterly analysis on the latest trending Indian cricketers by any agency in the country. Since the report is released for the first time, there is no comparison to the past data. Checkbrand analyzed more than 100 million online impressions for the report.

    The most trending (Twitter, Google Search, Wiki, YouTube etc) player was Yuvraj Singh in the last quarter (1622) followed by Rohit Sharma (1591) and Virat Kohli (1574), Harbhajan Singh ( 1376) and Parthiv Patel (1362). It was interesting to note that three retired players were amongst the top three trending players in last quarter.

    Virat Kohli has taken the top position when it comes to engagement on social media at 1.1 lakhs followed by Mahendra Singh Dhoni 1.02 lakhs, Rohit Sharma at 0.80 lakhs, Kapil Dev at 0.51 lakh and HardikPandaya at 0.40 lakh. Four cricketers had zero engagement Rahul Dravid, Piyush Chawla, Axar Patel and Sunil Gavaskar.

    Top three positions are undertaken by ex-cricketers when it comes to mentions. Kapil Dev has the highest mentions in the last quarter 8.8 lakhs, Dhoni at 6.2 lahks, Irfan Pathan at 4.27 lakhs, Virat Kohli at 3.45 lakhs. Umesh Yadav has the maximum positive sentiment at 86.3 per cent followed by Yuvraj Singh at 85.6 per cent, Suresh Raina at 74.8 per cnet, Ashwin at 73.4 per cent and Kapil Dev at 73.7 per cent.

    Virat Kohli emerged as the clear winner with a brand score of 43.94, followed by Yuvraj Singh 40.40, Sachin Tendulkar 37.51, Umesh Yadav 35.91, Suresh Raina 35.01 and Dhoni at 34.80. The overall score is measured out of 100. Five parameters have been considered for devising this score which are followers (20), trends (10), sentiment (30), engagement (20) and mentions (20).

    The Indian captain’s brand value in monetary terms basis the engagement and followers stood at Rs 3.28 billion, for Sachin Tendulkar at Rs 1.67 billion, followed by MS Dhoni at Rs 1.24 billion, Rohit Sharma at Rs 0.96 billion and Suresh Raina at Rs 0.60 billion.

    Speaking on the sentiment analysis, Checkbrand.online and ADG Online MD Anuj Sayal said, “The mentions for Kapil Dev were the highest and engagement was in the top five players due to the biopic movie on the cricketer. Despite low performance during the IPL MS Dhoni has stayed in top 5 positions in almost all the parameters apart from trends. Sachin’s brand value is the second highest amongst all the cricketers.”        

    “This is our first report and we plan to add more interesting anecdotes in our next quarterly report. We wanted to create a platform that could help brands understand their real value in terms of presence on Digital media on real-time basis.  We are eager to work for them and help them improve their overall digital presence,” he further added.

  • Sensodyne launches first TV ad for its toothbrush portfolio

    Sensodyne launches first TV ad for its toothbrush portfolio

    NEW DELHI: Sensodyne, an oral health brand from the house of GSK Consumer Healthcare has launched its first-ever TV campaign to push its toothbrush portfolio. The effective & gentle care campaign attempts to break the common perception that hard brushing is imperative for effective cleaning and educates people on the importance of choosing the right toothbrush like Sensodyne.

    The campaign has been brought alive with a simple storyline in eight languages. The film begins with a woman vigorously brushing her teeth and showing some concern for her oral health. The TVC goes on to introduce Sensodyne brush, which is specially crafted with soft round tip bristles – which not only cleans effectively but is also gentle on teeth and gums.

    GSK Consumer Healthcare area marketing lead – oral care Anurita Chopra elaborated, “People want to choose the best for their oral health. However, there are still many misconceptions regarding the choice of toothbrush & brushing technique. Being a trusted oral health care brand, we want to educate consumers on the importance of choosing the right toothbrush. This campaign attempts to dispel the common perception that hard brushing is needed for effective cleaning and positions Sensodyne toothbrush as a specialist brush for best care of teeth and gums”.

    GSK Consumer Healthcare introduced low-cost Sensodyne daily care toothbrushes with premium credentials in 2018 in India. Overall India's toothbrush market is extremely big with a lot of organised and unorganised players operating at multiple price-points.

  • Practo’s new Coronavirus rap song is a reminder to stay safe

    Practo’s new Coronavirus rap song is a reminder to stay safe

    New Delhi: Practo, a leading digital healthcare company, has released a new rap song, titled ‘#Flashback2020’, marking the end of a year that saw the entire world in the grip of a pandemic on a positive note.

    Created in collaboration with Jagdish Chaturvedi – who besides being an ENT surgeon is also a stand-up comedian and writer – the latest track is a satirical round-up of the year that has just gone by. The special number forms part of a campaign by Practo that aims at reminding people that the pandemic is not over yet and that they should continue taking precautions and maintain ‘2 gaz ki doori’.

    In his inimitable style, Chaturvedi takes the audience back and forth in time, from the beginning of the lockdown phase when the virus jostled us into taking a hard look at the way we live, work and interact with each other. Peppered with humour and witty remarks, the video nudges us to take a moment and reflect on our recent past before we step into the new year.

    The campaign is a concerted effort to spread awareness about safety and hygiene measures, and reinstates the fact that even as the launch of vaccines brings a lot of hope, we will have to continue fighting till the disease is completely eradicated.

    Chaturvedi said, “It doesn’t always happen that a doctor turns a rapper to convey a healthcare message. ‘#Flashback2020’ will always remain close to my heart, given that we are trying to put a smile on people’s faces and bring some positivity while we continue to wade through gloomy times.”

    The video is live and can be viewed on Practo’s YouTube, blog, and social media channels. 

  • Top 4 trends in advertising for the year 2021

    Top 4 trends in advertising for the year 2021

    MUMBAI: 2020 is passing in the blink of an eye, but we are curious to see what 2021 will bring to the digital world. While there have been several memes that went on to amusingly take pot shots on the eventful year 2020, those were dark humour that really went on to portray how the year panned into appalling uncertainty. Many of these memes have actually been used by advertisers to engage with consumers. Does this go on to signify that as dream merchants, we have always made the best use of adversity, confronted challenging situations and stood as shining examples to the society? If it were not for us, the whole of India would not have connected in virtual concerts, stood in solidarity with frontline workers through our remote habitats, portrayed how complex problems might be resolved in spite of social distancing and in particular made everyone within the country conscious of the safety measures that one needed to undertake during the pandemic.

    We as a community are not any strangers to disruption and turmoil. We have overcome economic pressures, political tensions and even natural disasters. With the outbreak and therefore the global spread of the pandemic resulting into an entire shut-down, mega events, gatherings and such platforms that engage with brands and consumers, advertising agencies had to rejig their strategies and work doubly hard to make things happen in shoe-string budgets and remotely placed production equipment & operational teams. The world of advertising is heavily hooked in to interpersonal and human connects, but we are rethinking the way we are operating. Some of the trends that might not just dot 2021 but a replacement era, since there'll be no going back so as to fortify the longer term of the planet in the first place. These could be listed as below:

    Building partnerships with data and tech platforms:

    The pandemic and the ensuing lock-downs in various phases have not just impacted the manufacturing sector & supply chain of companies but also impacted the consumer demand. Consumers have become very stringent and most of the buying patterns are seen only in essential goods. Brands have and would within the future check out lowering their offline budgets and invest in online which has become essentially the market place across sectors. That apart the digital space is also a veritable consumer touch point for news & entertainment consumption. So a digital explosion is on the cards before later.

    Hyper-engagement model:

    Agencies would need to offer more to its clients and create Intellectual properties on the digital platforms that would enhance the relevant consumer touch points. These would be engagement tools that will have to focus on creating long-term relationships with the sharply targeted audience groups instead of making ads and hard-sell. A case-in-point is “Tattva” – a platform that is being created as a ‘centre of excellence’ for the BFSI segment audiences; IFAs and buyers simultaneously. A property like this is often a boon to the myriad financial brand that's trying to find a market place!

    B2B2C models through e-commerce solutions:

    One specific surge which we'll notice as a trend is that the B2B2C models of companies with specialize in e-commerce. Agencies would need to actively work with advisors and data driven firms to make be-spoke solutions for buyers. With an eye fixed on efficiency in cost-savings, value-driven approach and gains within the short-term and sustainable growth within the mid to long-term

    Focus on the experience:

    Interaction and engagement on the virtual platforms would be key to everything. From brand launches to sporting events, the entire ecosystem is moving online and consumers are going to engage with the brands from the comforts of their homes. Experiences therefore and a virtual transportation to another world would be important for advertisers. Fantasy games, virtual concerts or for that matter retailing of fashion & food would all need to give the relevant experience for the consumers to buy into that experience and thereby the product.

    Although one might not make certain, whether of these innovations would find out how to negate the large accumulated losses the industries faced this year but it's surely the right time for advertisers and advertising agencies to create capabilities in areas that might be primary within the new era. The agency of the future would need to be futuristic!

    (The author is CEO, Hotstuff Media Group. Indiantelevision.com may not subscribe to his views.)

  • Tata Motors to increase commercial vehicle prices from January 2021

    Tata Motors to increase commercial vehicle prices from January 2021

    Mumbai: Tata Motors has announced a price hike across its commercial vehicle range, effective 1 January, 2021.

    The steady rise in material and other input costs, impact of forex and transition to BS6 norms, have cumulatively escalated the cost of manufacturing vehicles. The company had thus far been absorbing the addition in costs but with their gradual increase in line with market trends, it has become imperative to pass at least some portion of the cost increase to customers via appropriate price revisions.

    The price increase is expected across the portfolio of M&HCV, I&LCV, SCV and buses. The actual change in price will depend on individual model, variant and fuel type. Tata Motors will continue to offer best in class value in each segment with low total cost of ownership and increasing profit potential for vehicle owners.

    Tata Motors has a huge portfolio of cars, SUVs, trucks, buses, defence cars and others. It commands a strong market share in the segment that has been supported with heavy advertising and marketing activities both on-ground and on-air.

  • Capital Foods elevates Navin Tewari as MD & CEO

    Capital Foods elevates Navin Tewari as MD & CEO

    NEW DELHI: Capital Foods, the parent company of Ching's Secret and Smith & Jones brands, has named Navin Tewari as its new MD and CEO.

    Tewari succeeds Ajay Gupta, who will now be non-executive chairman of the company.

    The changes are effective 1 January, 2021.

    Tewari has been associated with the company for over two years. He entered the organisation in 2019 in the role of chief executive officer. Prior to joining Capital Food, Tewari was executive president at Ultratech Cement for over five years. He has also served as ICICI Prudential AMC and Birla Sun Life Asset Management in key roles.

    The Covid2019 has impacted the packaged food industry as the in-house consumption has increased.

    Ching’s Secret from the house of Capital Foods has grown massively. The brand advertises regularly across mass media and has been able to catch the pulse of the audiences on the back of its strong marketing and distribution.

    The product portfolio of Capital Foods includes cooking pastes, masala, ketchups, instant snacks, packaged Chinese foods, soups, noodles, and others. 

  • Dentsu Impact’s Amit Wadhwa on fire-fighting and self-reflection during 2020

    Dentsu Impact’s Amit Wadhwa on fire-fighting and self-reflection during 2020

    New Delhi: 2020 has been an extremely challenging year for the advertising industry — in the wake of the pandemic, marketing budgets were slashed, teams had to adapt to new ways of working from home in no time and deliver to clients, and business priorities and plans had to be redefined because no planner and strategists could foresee the Covid impact on businesses.

    Despite all the odds, industry professionals have relentlessly worked hard and come up with great campaigns that have been able to move the masses and change brand perceptions.

    Indiantelevision.com’s Devesh Gupta spoke to dentsu Impact president Amit Wadhwa on what he thinks about 2020, how advertising industry has adapted to new norms, client expectations during this time, how pandemic has impacted creativity and what is the way forward.

    Excerpts:

    On year 2020 for advertising agencies.

    It has been a year that no one ever imagined and for not the best of reasons. It’s been a year where a lot of things were tried and tested not because people wanted to but because they had no options. Ironically, a lot of our presentations had ‘Vision 2020’ but it soon turned into ‘Mission 2020’. It’s been a tough year but good in a sense that it pushed people to think, try and do new things.

    On seeking positivity.

    Nothing we had planned happened the way we had planned. So the question was, if you have to sail through in the best possible way, how would you do that and in the bargain see what all you need as an individual to get better, learn new things and get the organisation moving. There was some fire-fighting and a bit of self-reflection.

    dentsu Impact was already moving into the digital space and that helped us as we hastened the process far more quickly and almost 95 per cent workforce is digitally savvy. We now handle the digital mandate of all our businesses, and that actually helped us sail through this year.

    On the new normal for agency businesses,

    There is nothing normal, everyday is different.

    From a business point of view, managing the numbers itself and the innovative ways we are deploying to do that. We are not sitting in but are aggressively going after the businesses. We are looking at growing the business in a different vertical. For instance, we were handling creative and media, then decided to also take care of digital creative and media and use this opportunity to strengthen and grow.

    On the people front, work from home seems like bliss but it is tough. Working hours have crept into late nights and weekends. We are trying to do whatever we can at our end to ensure people are taken care of in whatever way we can — that’s another big challenge faced by organisations.

    On pandemic changing the creative business.

    There are two sides to it. We are running our business very creatively as we never thought we would operate with everyone sitting at home. And even with such challenges, we put a strong performance. We found creative ways of tackling things.

    Initially, it was a bit of a daze, that what has hit us, and the idea was to survive and stay afloat. Slowly, people got into a rhythm, started figuring things out, and realised that it is creativity that will keep us going. One good idea from the team brings happiness for the group (even more than what we used to feel in the pre-Covid days). These times have propelled us to push more for it.

    I agree that creative business is about sitting together and brainstorming ideas. Having said that I think that creative people have taken bigger onus for themselves to ensure they crack great ideas. We have seen some great concepts of late and I think that it’s because they are pushing themselves to do it. They are also figuring out ways of brainstorming – calls, crash on ideas, feedback, but I think they pushed a lot and a lot of respect for that.

    On client expectations.

    At the end of the day, they are also running a business. Having said that everyone has a human side to him or her and they also realise the situation. For instance, we did a no-work Wednesday at dentsu Impact and informed the clients before hand, and they supported it. We managed to give an off to people. Had they not supported us, it would have not been possible.

    They have expectations from us. There is a dire need from our end to deliver on that. The good part is that there are people on both sides who understand each other. So, we are figuring out our own balance.

    On the year 2020 for dentsu Impact.

    It has been a good year. We have managed some new businesses and consolidated some great wins. We extended our relationship clients on different fronts. Initially, April and May was tough then slowly things picked up. During the lockdown too, we won a business, which was great. We have been aggressive and held on to our existing businesses.

    So, approximately 15 per cent of the total revenue this year is coming from the new business wins.

    On margins for creative agencies this year.

    For the first two months (April – May), margins took a dip but we took cost-control measures and overall we have done a good job. Now, more or less, we are back to the pre-Covid levels.

    On top priorities for dentsu Impact this year (once Covid hit).

    Business continuity and people were our biggest priority. We have a way of working in advertising which was not going to be the same as people were moving home. We had to set up connectivity, machines in people’s houses, and most importantly had to deliver to clients because we are committed to them.

    The second was people as they were going into different scenarios of work as to how you could keep everyone engaged.

    On the future of agency culture.

    If I say everything is normal and right, it would not be true. Some people who joined after lockdown, I have only seen them on video calls but haven’t met them in person. I love to meet, interact and discuss things with people and I honestly miss that. We are finding ways to do different things. For instance, we had some amazing pitches during this time and I could not imagine us pitching so fantastically where everything went like clockwork. For sure its not 100 per cent normal but the fun is in inventing new things right now.

  • Pepsi continues to advertise its lower SKU prices

    Pepsi continues to advertise its lower SKU prices

    NEW DELHI: Pepsi been focusing on the reduced prices of its SKUs in its new ad campaigns.

    During the IPL, the brand released #BadiPepsiBadaSwag campaign with star endorser Salman Khan talking about how the 1.25 litre bottle now costs only Rs 50. The creative was pushed across all mediums and with Khan at the helm, the message reached to larger audiences.

    Now, the brand has launched an ad spot that aims to communicate that its 600 ml SKU is now priced at Rs 30 instead of Rs 35. Both the campaigns are under the #Swag umbrella.

    The new film showcases Shroff trying to impress Patani with the help of the new Pepsi friendship pack and oodles of swag. The duo engages in fun banter, with Patani saying at the end, “Impress hi karoge ya Pepsi bhi pilaoge.”

    The campaign is based on the simple belief that friends come together and look for effortless ways to add memorable moments to each other’s life.

    PepsiCo India director – marketing, hydration and cola Tarun Bhagat said, “Pepsi understands the pulse of the young generation and believes in creating campaigns that are most relatable to the youth. The new ad featuring Disha and Tiger reflects the confidence and irreverence that friends share between themselves. With the intent to celebrate the emotion of friendship, Pepsi has also launched a special pack that friends can enjoy together.”

    Shroff said, “It's an absolute pleasure to join Pepsi to celebrate the undying spirit of friendship and swag and to translate those emotions through our fun new film. It’s been great to share screen space with Disha and working with Ahmed sir is always an amazing experience."

    Patani added, “Everything about this new film is about swag and friendship. It is relatable, fun and will resonate with the youth. Working with Tiger and Pepsi has always been a wonderful experience and we are hopeful that our audiences will show love to this campaign as well.”

    The new campaign is amplified extensively across TV, digital, outdoor, and social media.

    Pepsi brought on Shroff, Patani and Khan as brand ambassadors in 2019 and has done a massive #Swag campaign with them.

    The films are clearly aimed at drawing a differentiation in terms of pricing with its arch rival Coca Cola, which sells its 1.25 litre SKU at Rs 65 and 750 ml SKU at Rs 40 in retail outlets.

    Traditionally, the two players have been in a fierce battle to acquire a leadership position in the market and spend huge amounts on marketing and advertising.

  • Asian Paints promises not only great painting, but a safe one too

    Asian Paints promises not only great painting, but a safe one too

    MUMBAI: Consumer requirements from their painting partners have evolved dramatically due to the ongoing pandemic. From finalising the perfect shade combinations, to following all the safety protocols and painting processes, to ensure a flawless look, the steps are numerous and chances of getting overwhelmed are fairly high.

    Asian Paints understands these evolving requirements and consumer concerns on painting their homes amidst the pandemic well. Hence, it has offered consumers a supervised ‘Safe Painting Service.’

    With Asian Paints Safe Painting Service, one can be rest assured their home is in safe and expert hands. This service provides a dedicated supervisor who ensures all safety protocols are maintained, and thorough site sanitisation is conducted. Under his supervision, the team of painters use the latest mechanised tools to deliver a flawless finish.

    In a brand new TVC developed by Ogilvy Mumbai, this proposition is told through a funny story of a couple, their inquisitive neighbour and the Asian Paints Safe Painting Service Supervisor who is taking care of everything.

    The campaign, devised for consumers in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana, has a mix of TVC, trade, digital and social media assets.

    Asian Paints MD and CEO Amit Syngle said, “Asian Paints has always been at the forefront of ensuring a hassle-free and great painting experience. With this new TVC, we want to ease all concerns people may have with respect to painting their walls and giving their homes a beautiful new look, without any apprehensions and with complete peace of mind. People can be rest assured that with a trusted brand like Asian Paints, the Safe Painting Service is the best in safety standards and home aesthetics. They can reimagine their homes and make them breathtakingly beautiful for the festive season.”

    Ogilvy CSO Prem Narayan said, “There is a strong emotional need amongst people to paint their homes to brighten the spirits and bring happiness. However, there is also the need of getting it done safely. Asian Paints fulfils that need brilliantly through the Supervised Safe Painting service. Its real differentiator is the 'supervisor'. Someone who takes the worry of ensuring things are done properly and safely, on their shoulders, rather than leave it to the customer. This advertisement builds on a local phrase ellam avar pattupar, which is used colloquially to say 'HE' will take care of everything. We feel communicating this will create awareness and convince a lot of people in Tamil Nadu to paint their homes now and bring the brightness and happiness they so eagerly seek leading up to Pongal.”