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  • Honasa Consumer appoints Anuja Mishra as CMO

    Honasa Consumer appoints Anuja Mishra as CMO

    MUMBAI: Honasa Consumer Pvt. Ltd. (HCPL), parent company of Mamaearth, and The Derma Co., a fast-growing House of Brands for personal care, appointed Anuja Mishra as chief marketing officer. In her new capacity, Mishra will oversee the marketing strategy for Honasa Consumer group brands – Mamaearth, The Derma Co., and Bblunt.

    Mishra will be taking the baton from Sambit Dash, who has been elevated to head Brand Factory Team where he will be responsible for crafting, launching, and building new brands business for Honasa. She will be based out of the Honasa Consumer head office in Gurgaon.

    Mishra brings over 17 years of experience across marketing and sales, having led brand management, innovation strategy and sales across three blue-chip FMCG organisations and some of the popular brands. As the CMO of Honasa Consumer, she will be responsible for accelerating the brand’s awareness and growth across the D2C ecosystem.
    Speaking on her role, Anuja Mishra said, “I am absolutely thrilled and honored to join Honasa Consumer in its exciting journey of becoming a powerful house of brands. Honasa has proven to be a trailblazer across the D2C landscape, and I have tremendous respect for the organization’s ability to innovate disruptively and meaningfully. I look forward to joining this talented team and contributing to the growth mission.”

    Commenting on the onboarding, Honasa Consumer co-founder and CEO Varun Alagh said, “Honasa has emerged as the fastest growing D2C brand and being a digital first brand, it is critical to constantly innovate and stay ahead of others in this excessively dynamic digital ecosystem. Anuja comes with extensive experience in managing millennial brands and she joins us at a time when the group has attained a great milestone with her expertise, she will elevate and support the strategy to the next one. We are excited to have a seasoned professional like her on board and look forward to growing the organisation with her.”

  • Lintas C:EX Entertainment names Niranjana H as CD – brand solutions

    Lintas C:EX Entertainment names Niranjana H as CD – brand solutions

    Mumbai: Lintas C:EX Entertainment, the newly launched branded and original content division of MullenLowe Lintas Group has named Niranjana H as creative director – brand solutions.

    In this new role, Niranjana will be responsible for identifying and creating content opportunities for brands. The appointment is effective immediately, said the company.

    MullenLowe Lintas Group aims to strengthen its foothold in the original and branded content space through Lintas C:EX Entertainment. This new appointment is another step in the direction of furthering the divisions’ vision of telling impactful and entertaining stories.

    A broadcast media and entertainment professional, Niranjana comes with over nine years of production experience across films and television with expertise across the board in ideation, producing, writing, pre-and post-production. Her experience across different genres –both fiction and non-fiction – combined with a strong understanding of content development – both scripted and non-scripted – will help the division to curate a slate of original content Ips, according to the agency.

    In her previous professional journey, Niranjana has been a part of Discovery Communications, Zee Entertainment and most recently, Arré (U Digital Content). She has been responsible for story development, scripting, production and the final output for fiction programming during her aforementioned stints. At Zee Entertainment, Niranjana contributed to more than five primetime shows as well as weekend shows – “Qubool Hai,” “Neeli Chatri Wale,” and owned the programming, content curation and strategy for TLC, TLC HD World and Investigation Discovery at Discovery Communications. She also served as executive producer on Discovery and Discovery Plus originals apart from the curation.

  • ASCI unveils paid service to help endorsers evade misleading claims in ads

    ASCI unveils paid service to help endorsers evade misleading claims in ads

    Mumbai: Brand endorsers can now avail of paid advisory service from the Advertising Standards Council of India (ASCI) to avoid making misleading claims in advertisements, the self-regulatory body of the advertising industry announced. ASCI has launched the ‘Endorser Due Diligence’ service in order to help endorsers follow the ASCI code and abide by the rules laid down in the Consumer Protection Act (2019), which places an obligation on them to undertake due diligence for advertisements they appear in.

    “Endorsers, particularly celebrities, have a huge fan following and they enjoy the trust of millions of consumers,” said ASCI chairman Subhash Kamath. “There is, therefore, a direct moral and now, legal responsibility that they bear to ensure that they do not make representations in ads that could be considered misleading. ASCI has always required celebrities to be mindful of what they endorse in advertisements, and now the law too requires them to do due diligence in this regard.”

    The service will offer ASCI’s expertise in advertising assessment, including technical claims that are part of the advertisement, for an added fee. ASCI has established a panel of experts, from over 20 disciplines, ranging from advertising regulation and legal, ayurveda, microbiology, electronics, market research, nutrition, dentistry, product formulations, financial services, and so on. The panel will assess the representations, statements, and claims in the advertisement from a consumer and technical perspective, examine the evidence in support of the claim where necessary, and thereby help the endorser conduct their due diligence.

    The advertisements can be sent to ASCI at any stage, including pre-production. This ensures that the endorser can do their independent due diligence before the advertisement is produced, said the statement.

    The Consumer Protection Act, 2019 provides for the imposition of fines or even prohibiting the endorser of a false or misleading advertisement from making an endorsement of any product or service for a period, which may extend to one year. However, the act also provides for a waiver of such penalties or suspension if the endorsers have exercised due diligence to verify the claims made in any advertisement endorsed by them.

    “Endorsers may not always be experts when it comes to the products they push and the claims they make,” said ASCI secretary-general Manisha Kapoor. “The law makes endorsers liable for the advertisements they appear in, hence Endorser Due Diligence becomes a critical need. ASCI’s service that is speedy, confidential, and based on the assessment of a multi-disciplinary panel can help endorsers do their due diligence in a timely and comprehensive manner, ensuring that consumers are not misled and that the endorser too, fulfills their legal obligations.”

    Around 50 per cent of endorsements in India feature celebrities compared to around 20 per cent in the US, according to Duff & Phelps’ ‘Celebrity Brand Valuation Report.’ The same report puts the overall brand value of the top 20 endorsers of 2020 in India at an estimated $1 billion. The TAM AdEx report on celebrity endorsement says that overall, more than 25 per cent of advertisements telecast on TV in 2021 were endorsed by celebrities, of these more than 85 per cent were endorsed by film stars.

    Similar to the Advertising Advice service offered by ASCI, Endorser Due Diligence will be confidential and non-binding and will be issued in the name of the endorser, the organisation said. 

  • Flamingo launches a hot-cold cocktail ad film for its ‘Cool Pack’ featuring Hrithik Roshan

    Flamingo launches a hot-cold cocktail ad film for its ‘Cool Pack’ featuring Hrithik Roshan

    Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has launched a TV commercial for its healthcare products – Cool Pack, featuring brand partner & actor Hrithik Roshan.

    The latest ad comes on the back of its previously released campaign comprising three films around the central concept of “never say die” mentality, in November last year.

    The TVC showcases how the assistive healthcare brand’s pain management products enable people of all ages, from millennials to the elderly, to manage pain in ways that are tailored to their needs.  The brand film depicts the actor using the Cool Pack to treat his pain and swelling post an action scene, even as he flaunts the product’s benefits with the line “An aid for a new life”. The film, crafted by Zip Zaap Zoom Productions, takes forward the messaging expressed in the earlier three TV commercials as “Par hum kabhi haar nahi maante.”

    “Hrithik’s character appeals to audiences of all ages who are influenced by his ‘Greek God’ features and dramatic action sequences,” said Ascent Meditech V P sales & marketing Rakesh Kumar. “This well-crafted commercial will undoubtedly persuade viewers to keep the Flamingo Cool Pack as a permanent product for relief from swelling and pain in their home refrigerator, thereby allowing them to apply it as and when it arises.”

    According to Zip Zaap Zoom Productions director Roop Naik, the ‘hottest’ superstar and the ‘coolest’ cold therapy for reducing pain & swelling quickly through Flamingo’s ‘cool pack’ was a deadly cocktail to handle creatively. “So we put on our ‘thinking cap’ again and we came up with a creative way in which Hrithik as an actor faces his own perils & challenges during the course of his day-to-day shootings. In the ‘cool pack’ commercial he has performed a perfectly synced action sequence where he is looking ‘super-hot’ while knocking down some goons, while in the portion where he is using the ‘cool pack’ he looks ‘cool’ as the pain & swelling disappears and he gets back to action,” added Naik.

    Flamingo is targeting metropolitan consumers and residents living in Tier 2 cities and small towns who can access this support to help them through moments of discomfort in their daily lives. The ad film will be broadcast on television across GEC, News, and Movie channels and amplified on social media and diverse digital platforms to offer customer education about how to use the product correctly. It will also be promoted through a variety of BTL activities in chemist shops in metros and Tier 1&2 cities across India, said the brand.

  • ‘Dil Ki Baat Zubaan Pe’ : Center fresh launches new tagline in latest TVC

    ‘Dil Ki Baat Zubaan Pe’ : Center fresh launches new tagline in latest TVC

    Mumbai: Chewing gum and mint brand Center Fresh has refreshed its core communication of ‘fresh breath confidence’ to something that’s more in sync with changing times. The brand has launched its latest TVC to showcase its new positioning – ‘Dil Ki Baat Zubaan Pe’.

    Known for always having the youth at the center of its communication, the new TVC also sticks to the same approach and showcases the brand as an enabler of confidence to help speak your heart out.

    The storyline of the new TVC showcases two young adults in a classroom where the female protagonist and her friend are trying to find the keys of her bike. The male protagonist happens to see it lying on the floor but is hesitant to speak out because of his feelings for her. At this moment, Center fresh gum consumption not only helps him gather the confidence to approach her with the missing keys but also asks her to spend the history class next to him in a truly unexpected & charming gesture. This sweet gesture helps the male lead get a positive acknowledgment from the girl apart from helping her get the keys back, and helps him say what he feels out loud – “Dil Ki Baat Zubaan Pe”.

    Perfetti Van Melle India director-marketing Rohit Kapoor said, “Consumer love and adulation for the brand has helped it emerge from the challenges posed by the pandemic and reduced out-of-home consumption occasions of the last two years. Center Fresh has started the year with a strong sales performance and we felt it was only appropriate to go one step further on our positioning with a new tag-line and theme communication. This ad spot duly brings alive a new tagline “Dil ki Baat Zubaan Pe”
    Conceptualised by Ogilvy India, the new TVC will be on-air across various TV channels, followed by amplification on key digital platforms and an Out Of Home (OOH) campaign in key cities across India, announced the brand.

    Ogilvy India managing partner – creative (Mumbai) Anurag Agnihotri said, “How does a Gen-Z boy strike a conversation with a Gen-Z girl in a classroom where the session is about to start? How about, “Will you spend the History class with me?” That’s what the new Center Fresh TVC is all about, of course with a twist & deeply rooted in reality. Firmly connected to the youngest of us, giving them the confidence to say it as they feel it.  In other words, staying true to the new tag-line, ‘Dil ki baat zubaan pe.’

  • Cadbury Perk urges people to ‘Lighten up’ in new campaign

    Cadbury Perk urges people to ‘Lighten up’ in new campaign

    Mumbai: How does one ensure that absolutely no one takes offense to content one posts online? Simple- add a disclaimer that denies any accountability or responsibility whatsoever! Taking this thought further is Mondelez India’s latest campaign for Cadbury Perk titled, what else- ‘Disclaimers’.

    The digital times we live in have been shadowed by a climate of social media-triggered outrage and ‘cancel culture’. Brands and advertisements have come under the scanner for allegedly offending the sensibilities of a section of the netizens. Keeping this in mind, Cadbury Perk has come out with a quirky yet impactful campaign that throws light on today’s cancelled culture and urges the country to ‘lighten up’. To bring the ‘Cadbury Perk Disclaimers’ campaign alive, tongue-in-cheek disclaimers have been inserted into popular YouTube videos, to draw attention to the most trivial things that people may take offense to in today’s times.

    Reiterating the brand’s proposition of ‘Take It Light’, the campaign conceptualised by Ogilvy, highlights how people today have become overly sensitive and take offense over the smallest things, and need to lighten up. The inserted disclaimers that border on the hilarious help draw attention to the most trivial things that people may take offense to in today’s times. While the internet bursts with criticism at literally every scroll, this campaign urges netizens to chill and lighten up a little.

    Mondelez India vice president – marketing Anil Viswanathan said, “‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers – right from someone’s hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘Take It Light’.”

    To do this, the brand created disclaimers for the most trending videos and top video searches and then used back-end automation to further customise them for countless videos.

    The campaign is supported with a digital film that puts the spotlight on controversies the country has witnessed playing out on social media platforms on a frequent basis, which is invariably followed by an apology and another wave of criticism debating the very nature of it. The film concludes by showcasing the brand’s idea of placing mock disclaimers for the most trending videos across genres on YouTube, about hilariously absurd reasons to be offended, thus driving home the message, ‘Cadbury Perk Khao, Light Ho Jao’.

    Ogilvy India chief creative officer Sukesh Nayak said, “These days we get triggered by anything and everything. Perk has a history of work that has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch. Ensuring things remain light, no matter what.”

    “Through Perk Disclaimers campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics,” added Wavemaker India chief client officer & head – West Shekhar Banerjee. “To give the campaign scale, we needed to find the content most watched by the youth. Since this could mean a massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video which suited it the most. We have created a custom API with Google that would help get a pulse on the most trending videos on YouTube. Custom bumpers would then be created and played before top trending videos on YouTube.”

    The campaign is currently live on YouTube and will be further amplified through other relevant digital platforms and content creators, the brand said. Similarly, there would be multiple renditions of the core campaign proposition- whether in the form of a fun consumer or influencer engagement, to remind people to ‘Take It Light’.

  • Flipkart Grocery nudges Indian households to not compromise on quality

    Flipkart Grocery nudges Indian households to not compromise on quality

    Mumbai: Homegrown e-commerce marketplace Flipkart has announced the launch of its latest digital campaign for Flipkart Grocery – a category that continues to see exponential year-on-year growth. With this latest campaign titled ‘Aapki Pasand pe Super bachat’, Flipkart aims to establish the marketplace platform as the “best destination” for buying groceries online.

    Flipkart conducted extensive research ahead of the campaign launch, which determined how one of the key factors for a seamless e-grocery buying experience is high-quality products coupled with value-driven constructs.

    The campaign starts with a homemaker in an Indian household with a ‘well-kept secret’ on how she procures the best quality of daal that she uses. It further shows how the homemaker understands everyone’s taste and ensures that she is bringing the best groceries in her house which are considered the favorite by her whole family. Through the campaign, Flipkart establishes that grocery purchases affect everyone in the household and hence, the ‘secret’ should be to ensure that the household has access to a range of their choice of high-quality products at affordable prices.

    Flipkart Grocery VP Smrithi Ravichandran said, “Understanding the requirements of Indian consumers and catering to them is what Flipkart is known for. With this latest campaign, we want to highlight how our platform is able to bring the highest quality of products that undergo stringent quality checks, over and above the mandatory checks, to consumers across the country. Today, not just in metro cities but consumers from over 1,800 cities have access to e-grocery services that meet their standards of shopping while giving them a value-driven experience.”

  • Hero Lectro assures ‘Tarakki Ki Raftar’ with its cargo e-cycles range

    Hero Lectro assures ‘Tarakki Ki Raftar’ with its cargo e-cycles range

    Mumbai: Hero Lectro, the e-cycles brand of Hero Cycles has unveiled its brand film for its cargo variant with the tagline ‘Badhao Tarakki Ki Raftar’.

    With ample storage space and sturdiness, purpose-built cargo e-cycles are gaining popularity as a fast, convenient, and sustainable alternative for goods mobility. The film aims to create awareness around the distinct benefits of these e-cycles and how they can bring about progress and transformation in the lives of gig-economy workers, especially those working in the last mile delivery business.

    Focusing on this message, the film showcases the advantages of owning a cargo e-cycle and how users are progressing in their lives through this choice. It chronicles a day in the life of a delivery agent and how with Hero Lectro WINN, he has augmented this income as a result of the ability to deliver more. The agent highlights the distinct benefits of using a cargo e-bike including savings on fuel and time, minimal operating and maintenance costs along with ease of use compared to conventional ICE vehicles.

    Hero Lectro chief marketing officer Rachit Gupta said, “The campaign aims at educating the audiences on the impact of purpose-built vehicles on one’s progress. The ad film perfectly captures our vision of adding value to people’s lives by building products such as the Hero Lectro WINN. Through this film, we highlight the benefits of cargo e-cycles such as cost efficiency and high productivity which help users such as delivery personnel to earn higher income, in turn increasing their ‘tarakki ki raftaar’.”

    Hero Lectro’s WINN is a simple plug & play solution for gig workers as it doesn’t require paperwork such as license and registration. According to the company, it has a payload capacity of over 70 kgs that enables agents to transport larger volumes of goods in one go, resulting in higher productivity. Its dual riding modes, pedal and throttle assists curbs range anxiety and helps users to stay active around the clock.

  • Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    MUMBAI: PepsiCo-owned international brand Quaker has launched a new TVC Campaign – ‘Fuel For The Real Fit’ to inspire consumers to have Oats as part of their active lifestyle and make the most of the opportunities life brings to them.

    Through the #FuelForTheRealFit campaign conceptualised by Wunderman Thompson, the brand seeks to establish itself as the ‘fuel’ that gives people the energy to keep going.

    The TVC film directed by Bauddhayan ‘Buddy’ Mukherji and produced by Avishek Ghosh, brings forward the demanding lifestyle of millennials. To ace this spirited race, one needs the ‘fuel’ to keep up in every moment of life. Hence, a good start with a wholesome breakfast can set the tone for the day.

    The proposition is further brought to life as the brand unveils a refreshed packaging design. Quaker has brought in more health benefits, enhanced visual appeal, and a QR code at the back of the pack to try new Oats recipes every day.

    PepsiCo India associate director and category head – Quaker Portfolio Sonam B Vij said, “The youth today have hectic lifestyles with little or no time for the right nutrition. With this new campaign, we want to motivate millennials to be the Real Fit and effortlessly ace the race of life by starting their day right. With what we have witnessed over the past few months, we know this message is more relevant than before. This campaign will help us to deliver this iconic message but in a fresh and modern way. We hope to continue empowering our audience with the goodness of Oats and providing #FuelForTheRealFit.”    

    Wunderman Thompson senior vice president Ritu Nakra said, “In today’s world, life often feels like a race! With every challenge and twist, we race to win. And the nutritious energy of a bowl of Quaker Oats for breakfast is the perfect start to play strong and emerge victorious. Grab your bowl of Quaker Oats and give yourself this advantage.”

    Talking about the film, Little Lamb Films director Bauddhayan Mukherji said, “You have heard “Life is a race” a thousand times but the ‘how’ is what you will see for the first time with this film. Bringing the metaphor alive in its purest form we recreated an entire day, one’s daily lap, on an actual racetrack. Building on the moments like the daily rush, office meetings, an evening with friends etc. on an actual 400m track to give audiences a first-hand experience of how the right fuel enables you to win your day.”

    The new Quaker Oats packs will be available on leading retail and e-commerce platforms across India. The new TVC and packaging unveil will be followed by a strong campaign.