ITV

Tag: Anuradha Aggarwal

  • Livon extends salon-in-purse proposition in latest campaign

    Livon extends salon-in-purse proposition in latest campaign

    MUMBAI: Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought – Salon Nahin Livon. 

    The brand caters to the young girl who always strives to look her fabulous best and being ‘selfie ready’ is of utmost importance to her. In a fast-paced life of impromptu plans and unplanned outings, she wishes to have that luscious flowing hair without entering a salon. Taking cognizance of this, Livon Serum aims to instantly deliver an overall spectacular look with salon-finish hair – free of fizz and ultra-glossy, on demand.

    The tongue-in-cheek TVC depicts two girls seated in a library, who have to go for a last minute outing planned by their friends. Momentarily excited, one of them expresses dismay due to her frizzy hair and wishes she could have fab hair before she steps out. Asking her friend to wait, she pulls out a large mirror, steamer, blow-dryer et al, basically everything one can find in a salon, from her bag. Looking at her with shock, the friend wonders what she is up to, when the voiceover says – You can’t carry your salon everywhere you go, that’s why carry Livon Serum ”.

    Marico Limited chief marketing officer Anuradha Aggarwal says, “Livon exemplifies the contemporary young girl who is out there to make the most of her life. She loves all the surprises and sudden plans that come her way, but looking good is a priority for her! The brand has consistently been an ally in giving her an edge and that added confidence.”

    Ogilvy & Mather Mumbai office chief creative officers Harsad Rajadhyaksha and Kainaz Karmakar, add, “Impromptu plans are a way of life for the young girls. Also, looking good for impromptu plans is a necessity of life. This campaign exaggerates these insights in a funny way. The girl carrying an entire salon in her bag or the girl who has a ‘salon practitioner’ hidden in her dressing table, are both wild situations and will bring a smile to the viewers, while making a sharp point about the salon-like finish of Livon Serum. We believe the tone and manner of these films will stand out in the category and make the brand memorable.”

    Furthermore the brand has also undertaken a pan India multimedia campaign approach across TV, digital, on-ground activation and PR.

    Livon faces competition from brands like Matrix, Streax, Dove among others in the hair serum category.

  • Invest in relationships, urges Parachute campaign

    Invest in relationships, urges Parachute campaign

    MUMBAI: Marico Limited, an FMCG major, has launched a campaign for its marquee brand – Parachute Advansed.

    The campaign called ‘Thoda Love Jatao’ marks the beginning of a new phase in the brand’s life, that of donning a larger purpose – to inspire people to invest in the power of love.

    The campaign is propagated through an ensemble of three TVCs and has undertaken a pan India multimedia campaign approach across digital, print, radio and PR followed by a chain of activations in September.

    The brand believes that due to people’s increasingly hectic lives, responsibilities and aspirations, personal relationships have steadily started taking a backseat. Interestingly, we find that it is the closest of relationships that often suffer the most, where for want of time and sensitivity, people don’t end up expressing their love enough.

    Parachute Advansed finds itself in a unique position, wherein by virtue of the act of ‘champi,’ it has been a part and parcel of strong emotional bonds – be it confiding, nurturing, gossiping or even crying with a loved one, people have experienced it all during oiling. It is due to this connection that we believe we can make a positive difference to people’s lives beyond just beautifying hair by sensitizing them to how less they are investing in relationships that matter. We believe just like hair, relationships too can blossom, as long as we regularly keep investing a little.

    Cutting across all age groups, the brand addresses the progressive men and women who are living in a time where there is a certain amount of strain on their relationships with improbable expectations. Parachute Advansed believes that no matter the gender or socio-economic strata, everyone pines for a warmer world of love.

    The campaign is propagated through an ensemble of three TVCs. The multiple stories are intended for everyone to find that one story which they can relate to and through the narrative realize that they, too, can make relationships more beautiful – all it takes is a little love. The love expressed in each instance is through the act of oiling with Parachute Advansed which has always emotionally been ‘love in a bottle.’ 

    Adding to the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Although Parachute Advansed has played predominantly in the category of hair oiling, its emotional impact and association has been much larger than just hair. Through this novel campaign, the brand extends its core of nurturance by championing a greater purpose of inspiring people to invest in the power of love. It encourages people to invest in their relationships and express their love to the ones that matter, amidst their busy lives. It transcends the communication from ‘nurturance’ or hair to ‘nurturance’ and love for relationships.”

    Pradyumna Chauhan, NCD McCann Worldgroup said: “The belief is that in many ways life has become drier than it was. The thing that we can possibly counter that with is love and a great way to express this love is to oil hair with Parachute Advansed. Love expressed across families, new relationships and even for one self is how we could possibly reclaim a life that is not dry, but the one that continuously grows with love.”

    Suraja Kishore – Executive VP & GM, McCann Mumbai and  National Head Planning – Truth Central: “Parachute Advansed is a brand that’s very much a part of our culture. As much as we feed on culture, we must also influence new norms and rituals. We realized that oiling your hair or that of your loved ones is one of the most intimate rituals that only Parachute Advansed can appropriate in the personal care. Evolving the brand narrative from ‘nurturance’ and nourishment for hair to nourishment that can rid this world of transactional interaction and cold attitude towards one another, we thus set the brand to play a very active role in connecting today’s world.”

    TVC credentials:

    Creative agency – McCann Worldgroup

    Ad Director – Amit Sharma – Chrome, Music Director – Clinton Cerejo

    Creative team – Prasoon Joshi, Pradyumna Chauhan, Mangesh Someshwar, Navin Chawla, Tarun Kumar, Mustafa Shaikh, Pritam Singh, Surabhi Dave

    Account Management – Suraja Kishore, Sujala Martis, Pooja Muralidhara

    Account Planning – Partha Sinha, Suraja Kishore, Pearl Vas.

  • Marico’s hair oil campaign depicts ingredients’ visual delight

    MUMBAI: Marico’s youthful and contemporary hair nourishment brand, Hair & Care, has launched a new campaign for its revolutionary fruit hair oils. With this campaign, the brand aims to reignite a feeling of exhilaration and excitement towards hair oiling amongst its youthful consumers.

    Hair & Care Fruit Oils caters to the modern, young woman between the age group of 18-30 years, who is on a constant look out for exciting products across categories, especially beauty and personal care. The brand has introduced one-of-a-kind range of hair oils with a distinctive mix of fruits that moisturise and energise hair.

    The brand plans to make a big impact in the market through a multimedia promotion exercise led by a TVC being showcased on various shows and channels. Starring Hair & Care’s ambassador, Shraddha Kapoor, in a never seen before avatar, the new ad highlights the brand’s core benefit – hair full of energy. Conceptualised and executed by BBH India, the film has been shot in a manner that makes consumers actually experience the elation and vigor of the new offering.

    Commenting on the new campaign, Marico CMO Anuradha Aggarwal said, “The new Hair & Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth. The campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy.”

    The launch, driven by the campaign, focuses on key markets of the Hindi speaking belt. In addition to the TVC, it is being promoted through high impact outdoor and print campaign, an engaging digital campaign and cinema branding, amongst others.

    BBH India CCO & managing partner Russell Barrett added, “Hair & Care Fruit Oils is a first of its kind hair oil for a younger audience and hence our advertising had to reflect that. What excited us was the innovation of the product, so, we wondered what if we could have people feel the energy and goodness of fruit rather than merely present a logical argument for it. And our partners at Marico said, why not!”

  • Parachute Advansed launches distinctive campaign

    Parachute Advansed launches distinctive campaign

    MUMBAI: Parachute Advansed, a brand that stands for nurturance, beauty and care, has launched a new campaign for its Hot Oil – #MagicOfWarmth. As the brand strengthens its market footprint across the country, the campaign aims to evoke a strong emotional connect with consumers and increase its core functional facets.

    Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils. It’s self-heating property repairs dryness, dullness and fizziness and restores the damage that winter causes to hair. In order to establish this proposition of a warming oil in the mind of the new age consumer, the campaign thought of #MagicOfWarmth: which not only builds on the product proposition, but amplifies it through a brother-sister relationship in a digital film. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept – #MagicOfWarmth.

    The digital video showcases a typical relationship between two siblings that has moments of love and hate. The film commencing with the brother’s alarm disturbing the sleep of his sister, goes on to play scenes that portray their strained relationship whereby the brother leaves his dirty laundry out in the open, uses up all the petrol in the car, and indifferently interprets his sister’s foul mood as an outcome of a break-up; building up to a showdown between the two especially at a time when sister has just experienced heart break. The ad concludes with the brother being there for her and giving a relaxing head massage with Parachute Advansed Hot Oil while a voiceover says – Rishtey ho ya baal, har rukhapan door ho jata hai, bas thodi si warmth se.

    Parachute Advansed has always evoked a profound connection with its consumers which span from young millennials to middle aged rural audiences. As the younger, digital savvy audience moves to conversations and content (from pure advertising), digital films like these gives the brand a chance to reinforce this emotional connect. 

    Marico Limited CMO Anuradha Aggarwal said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst the consumers.”

    McCann Worldgroup India NCD Pradyumna Chauhan says, “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”

  • Parachute Advansed launches distinctive campaign

    Parachute Advansed launches distinctive campaign

    MUMBAI: Parachute Advansed, a brand that stands for nurturance, beauty and care, has launched a new campaign for its Hot Oil – #MagicOfWarmth. As the brand strengthens its market footprint across the country, the campaign aims to evoke a strong emotional connect with consumers and increase its core functional facets.

    Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils. It’s self-heating property repairs dryness, dullness and fizziness and restores the damage that winter causes to hair. In order to establish this proposition of a warming oil in the mind of the new age consumer, the campaign thought of #MagicOfWarmth: which not only builds on the product proposition, but amplifies it through a brother-sister relationship in a digital film. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept – #MagicOfWarmth.

    The digital video showcases a typical relationship between two siblings that has moments of love and hate. The film commencing with the brother’s alarm disturbing the sleep of his sister, goes on to play scenes that portray their strained relationship whereby the brother leaves his dirty laundry out in the open, uses up all the petrol in the car, and indifferently interprets his sister’s foul mood as an outcome of a break-up; building up to a showdown between the two especially at a time when sister has just experienced heart break. The ad concludes with the brother being there for her and giving a relaxing head massage with Parachute Advansed Hot Oil while a voiceover says – Rishtey ho ya baal, har rukhapan door ho jata hai, bas thodi si warmth se.

    Parachute Advansed has always evoked a profound connection with its consumers which span from young millennials to middle aged rural audiences. As the younger, digital savvy audience moves to conversations and content (from pure advertising), digital films like these gives the brand a chance to reinforce this emotional connect. 

    Marico Limited CMO Anuradha Aggarwal said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst the consumers.”

    McCann Worldgroup India NCD Pradyumna Chauhan says, “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”

  • BBH: Why stereotype beauty

    BBH: Why stereotype beauty

    Mumbai: Nihar Naturals Coconut Hair Oil, the market leader in east India, launched its latest campaign challenging the culture of beauty stereotyping ingrained in society.

    Women are often subjected to perceptions of being ‘more capable’ or ‘less capable’ based on their physical appearance and their choice of hairstyle. Nihar Naturals has always been at the forefront of challenging stereotypes. In 2015, Nihar partnered with Neilson to launch a nationwide study #IAMCapable, to build awareness amongst women about this culture of beauty stereotyping. The report drew attention to the biases faced by Indian Women today – 64% of Indian Women have agreed that judgements passed on them has affected their ability to reach their true potential.

    BBH has conceptualised the campaign, which reiterates Nihar Natural’s brand purpose & takes the conversation a notch higher. Featuring long-term brand ambassador Vidya Balan, the campaign drives a strong message that a woman’s capability should not be judged based on the choice of her hair style. It goes on to state that beautiful hair is not a sign of capability, it is only a sign of a potent hair oil.

    Marico Limited CMO Anuradha Aggarwal said, “Over the years Nihar Naturals through its various campaigns has communicated that a woman’s hair cannot be a parameter of judging her or her capability in anyway. This year’s campaign talks about how ‘Beautiful hair is not a sign of a woman’s capability, it is only a sign of a potent hair oil.’”

    Vidya Balan added “This film through different creative sequences beautifully tries breaking yet another stereotype of judging women and their professions basis their hairstyles.”

    BBH India CEO & managing partner Subhash Kamath said, “Nihar Naturals’ hair care category is a very competitive and cluttered one. So it’s quite a challenge to create a differentiated brand idea.”

    BBH India executive creative director Rajesh Mani added, “Nihar Naturals has, over the years, taken a humorous dig at societal judgements on women’s hair and equating it with their capability. So the TVC is like a playful theatre of the absurd. The photo studio and the changing of backgrounds according to a woman’s hair style bring about the subconscious judgements that people make about women.”

  • BBH: Why stereotype beauty

    BBH: Why stereotype beauty

    Mumbai: Nihar Naturals Coconut Hair Oil, the market leader in east India, launched its latest campaign challenging the culture of beauty stereotyping ingrained in society.

    Women are often subjected to perceptions of being ‘more capable’ or ‘less capable’ based on their physical appearance and their choice of hairstyle. Nihar Naturals has always been at the forefront of challenging stereotypes. In 2015, Nihar partnered with Neilson to launch a nationwide study #IAMCapable, to build awareness amongst women about this culture of beauty stereotyping. The report drew attention to the biases faced by Indian Women today – 64% of Indian Women have agreed that judgements passed on them has affected their ability to reach their true potential.

    BBH has conceptualised the campaign, which reiterates Nihar Natural’s brand purpose & takes the conversation a notch higher. Featuring long-term brand ambassador Vidya Balan, the campaign drives a strong message that a woman’s capability should not be judged based on the choice of her hair style. It goes on to state that beautiful hair is not a sign of capability, it is only a sign of a potent hair oil.

    Marico Limited CMO Anuradha Aggarwal said, “Over the years Nihar Naturals through its various campaigns has communicated that a woman’s hair cannot be a parameter of judging her or her capability in anyway. This year’s campaign talks about how ‘Beautiful hair is not a sign of a woman’s capability, it is only a sign of a potent hair oil.’”

    Vidya Balan added “This film through different creative sequences beautifully tries breaking yet another stereotype of judging women and their professions basis their hairstyles.”

    BBH India CEO & managing partner Subhash Kamath said, “Nihar Naturals’ hair care category is a very competitive and cluttered one. So it’s quite a challenge to create a differentiated brand idea.”

    BBH India executive creative director Rajesh Mani added, “Nihar Naturals has, over the years, taken a humorous dig at societal judgements on women’s hair and equating it with their capability. So the TVC is like a playful theatre of the absurd. The photo studio and the changing of backgrounds according to a woman’s hair style bring about the subconscious judgements that people make about women.”

  • Nimbus ropes in Vodafone, Imperial Blue as WSH sponsors

    Nimbus ropes in Vodafone, Imperial Blue as WSH sponsors

    MUMBAI: Nimbus Sport, the marketing partner of Indian Hockey Federation promoted World Series Hockey, has roped in Vodafone and Imperial Blue as associate sponsors for the tournament which went underway Thursday.

    Nimbus Sport COO Yannick Colaco said the organisers are talking to two more companies for sponsorship. The company had recently signed Japanese tyre manufacturer Bridgestone as the title sponsor of the tournament for the first season.

    “We have done one year deals with our sponsors and partners. They will have the first right to renew the deal for four more years. Once people see the proof in the pudding, they will see value in associating with the event,” Colaco said, adding that the aim is build associations with premium brands.

    The organisers are targeting a viewership of 1 TVR in the first year and are hopeful that Indian team’s recent win in Olympic Qualifiers will boost interest in the tournament. He draws a parallel to the Indian Premier League (IPL) which benefitted after India won the first edition of the Twenty20 World Cup.

    “In terms of television viewership we are targeting a TVR of 1. India‘s performance in the Olympics qualifiers has created interest in the sport,” Colaco asserted.

    Colaco adds that advertisers associate with the event as they believe in the project. At the same time they look for ROI. He adds that the big challenge for the agency has been the politics that has been going on while issues like logistics have been taken care of.

    Stated Vodafone India Sr. VP Consumer Insights and Communications Anuradha Aggarwal, “We have been associated with marquee sporting properties like IPL and F1. There is a definite upswing in terms of awareness and sentiments for our national game (Hockey). WSH has tremendous long term potential and we would like to create interesting and engaging outreach programmes for our subscribers around this property.”

    Offering a media buyer‘s take, Lodestar UN COO Anamika Mehta says that the league is a good idea. At the same time over the years there has been little effort to grow the sport at the grassroots level. Mehta feels that the older TG will tune in who have watched Indian hockey in its glory days. The challenge is that youth don‘t have an emotional connect with hockey unlike leagues like the EPL in soccer.

    “A lot of work has to be done to bring the youth into the game. The parties in this initiative have to be in it for the long haul. At the same time the negative publicity around the event hasn‘t helped. While clients haven‘t been extremely enthusiastic, it is the first time that the event is being held,” she says.

    Mehta adds that WSH cannot be just about the event taking place once a year, contending if that happens then the buzz will die down. It is important that franchises do marketing and promotional activities regularly across the year.