MUMBAI: Intimate wear brand, Zivame announced the launch of its new brand campaign #DekhoMaineKyaKiya, encouraging women to give shape to their inner desires.
The brand believes that the right intimate wear, made for every body type, is an enabler of one’s personal style and body flair, and supports one to confidently push forward.
The film, conceptualised by Lowe Lintas and produced by Nineteen Films, showcases women across varied age groups, different body profiles, and diverse geographies, indulging in moments of liberation and joy. From a mother enjoying playful moments with her kids, a woman indulging in her love for dancing, another stepping out of her comfort zone to try something new, to young girls breaking norms and celebrating in their own style, the campaign brings alive how the right intimate wear can add to one’s body confidence. The campaign celebrates the freedom and confidence that enables one to indulge in their every dream and showcase their joy to the world singing Dekho Maine Kya Kiya.
Zivame CEO Amisha Jain said, “Our campaign celebrates every Indian woman as she goes about life, stealing simple moments to make them her own, fulfilling desires and at times pushing the boundaries. We want her to explore her dreams with confidence, that comes from the right intimate wear.”
Lowe Lintas Bangalore regional creative officer Puneet Kapoor, said, “The genesis of the idea ‘Dekho Maine Kya Kiya’ comes from the liberation and confidence that the right intimate-wear allows. Intimate-wear that is uniquely made for different body-types. It celebrates women who push the boundaries with their unique ways as they go about their everyday with aplomb and tenacity.”
Mumbai: In this week’s Throwback Thursday segment, we present an ad that isn’t so much of a relic considering it was launched just over a year back. However, the product showcased in the ad – a rotting, aging whopper from Burger King – might qualify as one! It is one of those game-changing ads that make one sit up and rub their eyes in disbelief and ask oneself- Is this for real? But that’s not the only reason this ad features here.
Burger King unveiled a global ad campaign ‘Mouldy Whopper’ in February 2020, aimed at highlighting its commitment to dropping all artificial preservatives from its food products. The ad features a Whopper- one of the signature burgers from the brand- and proceeds to coat it with, believe it or not, mould- layers of it! To say that the Burger King’s ad was a departure from usual food ads would be a gross (in more ways than one) understatement.
Instead of showcasing its food with the classic flawless and often unrealistic, picture-perfect finish- which is the standard norm in fast food advertising, they decided to show the honest, albeit gross reality of natural, ‘free-of-artificial-preservative’ food.
The ad displays a Whopper that looks fresh to start with, and whose components progressively decompose and get engulfed in fungus over a period of time. It depicts this gradual degradation of the burger through a time-lapse video, alongside a date stamp letting you know how long the burger has been exposed to the elements- beginning from day one and concluding at day 34.
The speeded-up action shows the burger deteriorating before our eyes over the course of 30 seconds with intriguingly high-resolution photography. First, the lettuce wilts, then white, fuzzy fungi ravage the meat patty. The burger bun flattens out as the mould spreads all over, and the viewer finds out that the action took place over 34 days. The tagline flashes across the screen: “The beauty of no artificial preservatives”, as it then hits the viewer why the whopper wilts in a matter of hours, going on to rot, decay, and develop grey-green mould in over a month’s span.
The campaign was created through a partnership between three agencies: INGO STHLM, Ogilvy-owned David, and Publicis. It was a far cry from typical food advertising, in which the items are carefully crafted to look as appetising as possible. The idea, of course, was to call attention to the company’s shift away from artificial preservatives and towards a healthier product, even if it came with the tag of ‘junk food’.
The Mouldy Whopper spot accumulated more than 1.7 million YouTube hits within days of its debut. While it left most marketing experts divided, media outlets could not stop breaking the ad down. There were visceral responses on whether the marketing guys at Burger King had lost their minds.
But luckily for the brand, it worked in a counter-intuitive way. It became a talking point, demanded attention, and the central message was also hammered in— that the Whopper grew mouldy because it had no artificial preservatives. The fast-food industry has a reputation of being too processed and full of additives, and this was a welcome departure.
Many of the consumers lauded the brand for its bold but honest and realistic portrayal.
By doing so, the fast-food brand broke all food advertising conventions by marketing its best-selling product in an unappetising, downright disgusting manner. At the same time, such an ad was a huge risk. It could gross loyalists of the brand and turn them off from it.
The work promotes the brand’s pledge to drop all artificial preservatives, which it has accomplished across much of Europe and 400 locations in the US. Plans to have it removed from Whoppers in all the US locations are next on the cards for the brand.
The campaign also seemed to take a cheeky dig at its chief rival, despite never mentioning McDonald’s in the campaign. McDonald’s has come under fire several times in the past for how its food doesn’t appear to decompose as one would expect.
Whether the ad and the shift away from artificial preservatives will work to accomplish Burger King’s ultimate goal—selling more Whoppers—remains to be seen.
Burger King’s CMO Fernando Machado has this to say: “No one in our office was expecting consumers to jump in the car and drive desperately to Burger King to buy a Whopper just because we removed artificial preservatives. The main objective of the Mouldy Whopper campaign was not to drive short-term sales.”
“It is the right thing to do and we don’t see a future where fast food brands will have artificial preservatives. So, by getting there first, we are making our brand future-proof. And, hopefully, in the long run, this will not only help with sales but mostly avoid the brand becoming irrelevant,” he added.
So, was the chain’s controversial mouldy whopper ad a winner? Well, if this year’s Cannes fest is any indicator then it’s a whopping YES for the whopper. The campaign premiered at the recently concluded Cannes Lions International Festival Of Creativity achieving no less than three Grand Prix in the Outdoor category, Retail subcategory. Three posters of the campaign won Grand Prix each, in addition to their correspondent Golden Lion.
But, of course, all that would be a moot point if the communication would have been lost to the ones who matter most – the consumers. Yes, one needs to push hard at the boundaries sometimes, even tear it down to be noticed and become relevant. As a wise guy once said, “If no one notices your advertising, everything else is academic”
CREDITS
CLIENT: Burger King
AGENCY: Ingo, David Miami, Publicis
Executive Creative Director: Björn Ståhl
PRODUCTION
COLONY (Production company)
Producer: Lena von der urg
MUSIC: “What A Difference A Day Makes” by Aretha Franklin
Mumbai: Havas Media India has won the integrated media mandate of OZiva, home-grown certified clean & plant-based nutrition and wellness brand.
OZiva and Havas Media will work closely on creating an integrated media strategy for the brand for building awareness and salience. The account was won following a multi-agency pitch and will be handled out of the agency’s Mumbai office led by Havas Media, president – north & west India, Uday Mohan.
Founded by Aarti Gill and Mihir Gadani in 2016, OZiva offers products across categories like women’s & men’s health, hair & skin, fitness immunity etc.
OZiva co-founder, Aarti Gill said the brand’s purpose is to empower consumers with clean and plant-based products so that they can lead a healthier & better life. “Our communication emphasises the benefits offered by switching to clean living backed by data and research so that consumers are able to make a well-informed decision that is good for their mind, body and soul. Havas’ Meaningful Brands philosophy is in sync with our brand’s purpose and vision, and with this partnership, we are positive to educate more consumers about getting the right nutrition and wellness using the right channels,” she said.
The brand also has plans to launch newer categories this year, and is aiming for Rs 500 crore revenues in the next three years.
Havas Media Group India, CEO, Mohit Joshi said, “Awareness towards health, well-being, balanced lifestyle and sustainability have taken a centre-stage in people’s lives. Plant-based living is becoming the preferred choice of consumers for a healthy and sustainable life. We are glad to be partnering with a progressive brand like OZiva and are excited to take on their integrated media mandate. At play will be Havas Media Group and integrated media skills centered on our Mx framework which will drive the brand’s meaningful journey.”
New Delhi: As India enters its 100th year of participation at the Olympic Games this July, Thums Up has set out to celebrate the historic feat and salute the real heroes – the athletes who overcame tremendous odds to reach where they are today. The home-grown brand on Wednesday announced its worldwide partnership with the international event which is set to begin in Tokyo Games to be held in Tokyo on 23 July.
As part of the partnership, Thums Up has launched its new campaign – Toofan wahi jo sab palat de, that tries to capture the mood of not just the athletes representing India at the Olympic Games, but the entire nation. “The upside down Thums Up bottle is a visual symbol that celebrates determination, strength, and the fierce challenger spirit,” said the company on Wednesday. “Every bottle in the hand of every consumer is now also their voice to ‘Palat De‘ all the naysayers who say they can’t or shouldn’t do it.”
Ogilvy India, chief creative officer, Sukesh Nayak said, “Completely turning the conversation upside down, it’s a game changer that takes the brand a notch higher. We believe it very well captures the emotion of the nation, when it comes to the Olympic athletes, our real heroes.”
According to the company, the task at hand was to create a brand shift, without taking away anything from it and to make the campaign relatable and emotional, without disturbing the DNA of the brand. The first film was launched on Tuesday, which was directed by Shashanka Chaturvedi in association with the production house- Good Morning Films. The uplifting tone of the campaign perfectly complements Thums Up’s repositioned brand message of resilience and real heroism of everyday people.
Ogilvy India (north), chief creative officer, Ritu Sharda said, “All of us have faced these naysayers, telling us what we can and can’t do. The emotion is real and relatable. And that’s why we think the idea is going to cut through the masses and turn into a cheer-storm for our athletes. Of course, the idea lives beyond a campaign and is a personal statement for anyone to say ‘Palat De’ to any challenge”
Coca-Cola India and Southwest Asia, vice president and head of marketing, Arnab Roy said, “Consumers are at the heart of Coca-Cola’s beverage portfolio. The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. Our partnership is a statement of empowerment, and our intent is to instill the ‘thunder’ of hope and strength amongst our consumers. The new upside down Thums Up bottle is a visual symbol of resilience that people showcase in their daily lives, against all odds.”
Mumbai: Streax, the hair color brand by Hygienic Research Institute, has partnered with Bollywood actor Shah Rukh to launch a digital campaign that aims to inspire confidence in people. In its TVC, the actor is seen in a cool new avatar performing to an upbeat melody, encouraging people to be ‘Streaxy’, a quirky term that defines ‘sexy’.
The campaign aims to motivate its audience to turn on their charm like the superstar in under five minutes, with easy-to-use Streax shampoo hair color, said the brand in a state
The video has been created and conceptualised by Mullen Lowe Lintas and directed by ad and filmmaker Gauri Shinde. It is being aired across digital channels in key Indian markets.
“I am excited to be a part of the music video that empowers everyone to live their lives in a ‘Streaxy’ manner,” Shah Rukh Khan said. “This music video represents what we can do if we feel cool and confident all the time. Through the video, I’d like to tell my fans that no matter how they look and what their choice of style is, they can always feel ‘Streaxy’, just like I do. I truly enjoyed the creative experience shooting the video with the brand.”
Expressing his excitement on roping in Shah Rukh Khan for the music video, Hygienic Research Institute Pvt Ltd joint MD Ashish K. Chhabra said, “People have loved SRK for over decades and even today, emulate his style, his songs, and his dialogues. ‘Streaxy’ can become the new mantra for SRK lovers across the globe. At Streax, we are energized about our partnership and strive to deliver modern and quality hair solutions that solve consumer challenges in the most effective manner.”
Mumbai: Danish sportswear brand hummel has entered into a partnership with Indian Super League side Hyderabad FC, as the club’s official team kit partner for the upcoming 2021-22 season.
This partnership is an avenue to invest in Indian football and further explore new paths to develop the sport in India, said the brand in a statement. As one of the top ISL teams, Hyderabad FC stands committed towards the game and its supporters, and this partnership reaffirms the same. hummel with its experience in product innovation and passion for sports is the ideal fit in the club’s long-term vision, it added.
Speaking on the partnership, hummel India & SEA director Soumava Naskar said, “Football is ingrained in our brand DNA. We come with a rich heritage in football and global partnerships with multiple renowned football clubs. It gives us immense pleasure to take this legacy ahead in India with Hyderabad FC. We are looking forward to strengthening our association with the sport even further in the coming years.”
Hyderabad FC co-owner, Varun Tripuraneni said, “The season last year allowed us to show a small glimpse of how we have established HFC as a unique club with a focus on youth. We’re delighted to have hummel as our official team kit partner as we set out to further build on last season’s success. This coming season is set to be a very exciting one for our club and we are happy to kick-start it by being a part of hummel’s long-standing legacy.”
The Danish brand has a proud sports history with roots in football and handball. It has previously been worn by iconic football teams such as Real Madrid, Tottenham Hotspur, Aston Villa, Benfica, and the Denmark National Team. Today, hummel continues to sponsor clubs and players within handball and football, along with English Premier League teams Everton and Southampton to name a few.
Mumbai: Higher ed-tech start-up upGrad on Thursday announced the appointment of Shreyas Shevade as the head of creative and content marketing. Shreyas’s role will be to integrate upGrad’s brand messaging across traditional and new media.
An award-winning creative professional, Shevade brings with him over 11 years of experience in integrated advertising, digital marketing, PR, and relationship marketing. He has previously worked with leading and multi-national agencies such as MRM//McCann, Edelman, Contract Advertising, Rediffusion Y&R, and Grey Worldwide.
Through the course of his career, Shevade has crafted clutter-breaking campaigns for brands like Volkswagen, Durex, Surf Excel, Dove, Bajaj Allianz, and IndiaFirst Life Insurance, which have won several national and international awards.
On welcoming Shreyas to his new role, upGrad, CEO-India, Arjun Mohan said, “Smartly-crafted branded content and storytelling skills have the potential to connect with audiences at an emotional level. Shreyas’s rich marketing experience and cultural inclination will help us strengthen our brand presence across the country. We are thrilled to welcome Shreyas to the upGrad family.”
Talking about his new role, Shevade, said, “Edtech is at an interesting juncture of revolutionising education, changing the norms of how, where, when, and who it is made accessible to, and upGrad is at the helm of this revolution. The fact that upGrad’s philosophy of Lifelong Learning matches my own, and that I get to work closely with entrepreneurs I’ve admired from afar, is what I’m pumped about the most.”
Inclined to the tradition of imparting knowledge and education even outside of work, Shreyas gives guest lectures at Mudra Institute of Communications, Ahmedabad. He also works with home-grown businesses within his networks, to guide and mentor them in their marketing initiatives, said the company in a statement.
Mumbai : Women’s apparel company TCNS Clothing Co Ltd has signed Bollywood actress Alia Bhatt as the face for its ethnic-wear brand, Aurelia.
The brand hopes the synergy between Aurelia and Alia will appeal to the quintessential Indian woman and further enhance the deep-rooted connection.
TCNS Clothing managing director Anant Kumar Daga said, “Aurelia has always promoted effortless style – encouraging women to choose their own representation of beauty. Associating with Alia Bhatt was a strategic decision to communicate the same ethos. Alia is a youth icon who loves her effortless style. The brand’s youthful image appeals to young and modern women who do not believe in superficial barriers and Alia is someone who portrays the same through her onscreen as well as off-screen presence seamlessly.”
The brand is available both online and offline through exclusive brand outlets and large format stores in 150 cities across India, Srilanka, Nepal and Mauritius.
Commenting on the brand association, Alia Bhatt said, “I am proud to partner with Aurelia, one of the most loved ethnic wear brands by women across age groups and professions for its effortless design and styles. The brand, while staying in the realm of tradition, is re-defining ethnic wear, and I look forward to our association.”
MUMBAI: Personal care brand Mamaearth highlights playful exchanges between loved ones during ‘Champi Time’ in their new campaign #ChampiConfessions. The light-hearted banter perfectly captures those cheeky moments when unintentional confessions come flowing out of us when we are in our most relaxed state-getting a head massage.
The ads showcase the endearing moments when Champi time reaches peak relaxation, allowing recipients of the head massage to become loose-lipped-spilling playful confessions to each other. The campaign is set to make a splash across all digital and social media channels and will be promoted by the brand’s core influencers as well.
Mamaearth VP-marketing, Sambit Dash comments, “Champi is an age-old tradition practiced in every Indian household. We want to encourage everyone to celebrate this time with their loved ones as they have a much-deserved downtime. #ChampiConfessions highlights these special moments and with the catchy jingle, we want to engage with the consumers and get everyone grooving to it.”
The brand is no stranger to showcasing authentic moments shared between family members, as evidenced by their recent national commercial which brought actors and the mother-daughter duo of Sara Ali Khan and Amrita Singh together on-screen for the first time. The actors were seen together indulging in fun banter.
Mumbai: Global brand consultancy Interbrand launched its Breakthrough Brands 2021 report unveiling the top 30 brands set to take the US market by storm in the coming decade.
From mobile banking developed specifically for Black and Latinx customers to secure messaging services and plant-derived product coatings, Interbrand listed some challenger brands from across sectors that have got what it takes to become household names.
The brands also reflect the broader context of a tumultuous year, with businesses required to experiment and be resilient in response to a global pandemic, social justice movements, and a highly contentious election cycle in the US. These growth-stage companies have a new set of challenges to contend with as we enter a ‘new reality post-pandemic.
Five themes of innovation emerge
Power in Representation: The impact and momentum of Black Lives Matter led to ripple effects on the corporate world and gave the momentum to companies focussing on increasing representation and diversity in different categories. Brands like Greenwood Bank, Omsom, SpringHill Company, and BREAD Beauty Supply are changing the conversations around how these communities are spoken to, represented, and empowered. Flipping the Focus on Preventative Health: Despite Covid, new brands and technologies are democratising healthcare – making monitoring and diagnostics available to those on lower incomes, with less comprehensive insurance and short on time. Healthy.io, Butterfly Network, and Owlet are key to fixing this critical aspect of the healthcare lifecycle, helping lift the pressure and impact on the entire healthcare system. Tackling Taboos: A long time in the making, we are seeing an explosion of brands in the personal care space bring empowerment and acceptance of our very human issues. With the likes of Starface, Megababe, and Frida Mom, taboos have never been more mainstream. Easing Parenthood Anxieties: Thanks to Covid, the lack of intergenerational networks providing support and wisdom means millennial parents feel like they are alone in this new phase. Young start-ups including Frida Mom, Owlet, and Lovevery are taking on this role, helping navigate this vulnerable transition into parenthood and providing reassurance throughout childhood.
Gaming Everything: Gaming is no longer a stereotyped, niche activity – it is flowing into different industries and impacting the design aesthetic of brands. We are seeing playful characters, 3D illustrations, and immersive brand worlds, from Discord and Dapper Lab’s gamification of communication and blockchain respectively to Zwift’s game-like landscapes and Revolut’s graphics and brand identity.
Zwift CEO and Co-Founder, Eric Min said: “My idea for Zwift was born out of a problem I faced personally – the lack of social connection using cycling simulators. Using the power of massively multiplayer gaming technology, we’ve created a social fitness environment that lets you train, explore and compete with other ‘Zwifters’ from all over the world.”
Interbrand has shortlisted 30 companies that best exemplify brand growth from a list of over 400. Brands were selected against three core criteria: understanding human truths (with key indicators including social post volume and growth), creating exceptional brand experiences (brands that answer unmet consumer needs), and delivering superior business results.
Interbrand New York CEO Daniel Binns said: “Following a tumultuous year for business across most sectors, this year’s brands are something special. In increasingly difficult circumstances, these brands have launched, pivoted, survived, and even thrived. They are more than ready to follow in the footsteps of the Breakthrough Brands alumni.”
Interbrand New York Associate strategy director Naeiri Zargarian said: “This new class of Breakthrough Brands indicates the themes that will shape a post-pandemic world. The past year surfaced cultural tensions that will continue to be opportunities for brands and institutions; the realities of modern parenthood, inclusivity, and representation across categories and a willingness to tackle historically taboo topics.”
Whether the ad and the shift away from artificial preservatives will work to accomplish Burger King’s ultimate goal—selling more Whoppers—remains to be seen.
