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Tag: Campaign

  • Nerolac takes a dig at distemper in latest campaign

    Nerolac takes a dig at distemper in latest campaign

    MUMBAI: Kansai Nerolac has relaunched its popular interior paint, Nerolac Beauty Emulsion, positioning it as a more discerning choice of paint in the long run. Through this campaign, the brand also attempts to dispel the notion of emulsion paints being more expensive than distemper.

    The film has been launched across popular offline and online platforms in India.

    The TVC, conceptualised and executed by Publicis India, begins in a middle-class home wherein a young boy is asking his girlfriend’s parents for her hand in marriage and the parents then call out the painter who’s been applying Nerolac Beauty Emulsion in another room and asks him as to why they have chosen Nerolac Beauty Emulsion over distemper this year. The TVC ends with the painter along with the parents re-iterating the brand promise of ‘Bachat full. Deewarein beautiful.’

    Kansai Nerolac Paints director – decorative and industrial sales and marketing Anuj Jain says, “Our beauty emulsion offers a great finish with longer life and the coverage is much better than distemper, hence, making it a right choice for people looking to paint their homes.”

    Publicis India managing director and chief creative officer – South Asia Bobby Pawar adds, “Nerolac Beauty is a popular emulsion. The idea therefore needed to be rooted in the notion of discernment amongst masses. And that’s how the peculiar situation of the parents’ judgement and acumen about the choice of their daughter’s groom came about.”

  • Lava Z series campaign launched from Soho Square

    Lava Z series campaign launched from Soho Square

    MUMBAI: Lava wants to stand out from the milieu.

    It has announced the launch of its in-house designed and manufactured smartphones in the ‘Z Series’ – Z60, Z70, Z80 and Z90.

    With an aim to stand out in the clutter of Chinese mobiles’ aggressive marketing and promotion, the Z series focuses on providing great product experience with high end camera features like Dual Bokeh Mode and Dual Camera. The company also announced the first-ever offer for consumers – ‘Lava Money Back Challenge’.

    The campaign was shot in daunting situations for a regular person to imagine but have been done earlier unlike Lava Back Challenge.

    Team Soho Square says, “This message is not about a promo, it is about the confidence that Lava has in its product. It’s a never done offer in the category. We wanted to make sure that our creative execution is as bold and clutter breaking.”

  • Govt urges TV and radio channels to publicise ‘Swachhta’ campaign

    Govt urges TV and radio channels to publicise ‘Swachhta’ campaign

    NEW DELHI: Private television and FM channels and radio stations have been requested to give adequate attention to the ‘Swachhta ki Seva’ campaign launched by the prime minister Narendra Modi in his ‘Mann ki Baat’ broadcast on 27 August 2017.

    “Keeping in view the public interest and importance of the matter,” the ministry of information and broadcasting has requested the media to “build the idea of the campaign in their programming so as to bring the message home to the maximum viewers.”

    In his broadcast on All-India Radio, Modi had called upon the nation to undertake the SHS campaign from 15 September 2017, culminating on Gandhi Jayanti, that is, on 2 October 2017.

    The aim of the campaign, he said, was to intensify the focus on cleanliness and create an environment of cleanliness across the country in the spirit of a ‘Jan Andolan’ (public movement).

    The ministry, in its request, said: “(The) media has a strong social and cultural impact on (the) society because of its inherent ability to reach out (to) a large number of people in the shortest possible time. (The) media, therefore, can play an important role in building public opinion and awareness in favour of the campaign.”

    The request was sent to seven different organisations of TV, FM and community radio channels. These are: News Broadcasters Association (NBA), the Indian Broadcasting Foundation (lBF), Association of Regional Television Broadcasters of India, Association of Radio Operators for India (AROI), Community Radio Association (CRA), Federation of Community Radio Stations (FCRS), and Community Radio Forum of India.

  • Roadster rides a new campaign, to stimulate passion

    Roadster rides a new campaign, to stimulate passion

    MUMBAI: Roadster, a casual outdoorsy lifestyle brand in India, launched a brand campaign – The Road is Waiting.

    The integrated campaign reinforces the brand’s promise as a trusted highway companion for the young and restless. The commercial, created for TV and digital, is a rallying cry to explore the road and it’s multitude of experiences, drawing straight from the brand’s signature state of constant transit.

    The commercial introduces viewers to “the gap in the world”, a special place in the world outside that waits to be claimed by you and me – those guilty of being caught up in the hustle of everyday life. This space is full of stories and experiences that is forever reserved for its intended owner. The underlying brand message is simple; that the highway life is incomplete without those who live through it and with this campaign; Roadster looks to call out to the viewer, egging them to find this gap and fill it.

    The film treatment feeds into the spirit of an open invitation – from the different, youthful voices in the narrative, to the protagonists breaking the fourth wall to acknowledge the viewer as they consume the experiences on screen and not in person. The messaging speaks of Roadsters making experiences happen for them, as against simply being at the right places at the right time.

    It’s worth noting that the film was shot entirely in India – a call the brand has taken thus far for every campaign, so that the depicted experiences are within easy reach for the Indian viewer. This sentiment of accessibility has always been close to the brand’s heart and reflected in the campaign’s social media legs.

    The previously male-centric and individualistic brand persona has also grown to include those who identify better with group experiences, not to mention a growing focus on female roadsters that has made Roadster, the largest selling brand on Myntra.

    Myntra CMO and Jabong head Gunjan Soni said, “Roadster has created a unique positioning in its own right and emerged a winner. This campaign, while focusing on the brand story, also focuses on the brand’s product offerings.”

    Myntra Fashion Brands chief Manohar Kamath said, “The new campaign beckons the viewers hoping to entice them and make them enthusiastic to go on a journey themselves. We have strategically looked at ensuring the brand message and its product offering comes through effectively by using diverse set of mediums including TVC, OOH and Digital.”

    Roadster is known for its innovative campaigns from the past such as the GTFO (Get The F*** Out) campaign with actor Ranveer Singh and the ‘PocketMan’ campaign – a live human experiment to interactively demonstrate how a person could live entirely out of their jeans for 48 hours.

  • Mullen Lintas’ Motilal Oswal TVC shows investment expertise

    MUMBAI: Leading finance company Motilal Oswal Financial Services has been playing an instrumental role in being the finance partner of choice among its consumers. Over a period of three decades, it has provided products and advice to help create wealth through equity investing. To celebrate its focus on equity and wealth creation, the company has rolled out its latest brand campaign to position itself as an equity investing expert. The film will be launched on popular online and offline mediums and will span TVC, Print, Radio, and Digital.

    Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds. The brand film goes on to trace some exceptional talent from across the country whose skills would put normal people to shame. A clerk at an office who’s faster than a machine in processing paperwork or construction workers at a building site that get their job done using unique  or a chef at an hotel who gets his chore done in the blink of an eye or even a barber, a bar-tender, a street food vendor, etc. All these individuals go on to show that “if you focus on one thing for a long time, you master it”. That’s what has driven Motilal Oswal to emerge leaders in equity investing.

    Commenting on the brand ideology and brief given to the agency, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘Up-Down’ buttons, our elevators have visuals of Bulls and Bears. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”

    Highlighting the creative idea behind the campaign, Garima Khandelwal, ECD-Mullen Lintas said: “Let’s celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.” 

    Adding his views, Ayyappan Raj, EVP-Mullen Lintas said, “The client’s brief was quite simple and in a way very fundamental – we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last thirty years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”

  • Aquaguard launches campaign featuring Madhuri

    MUMBAI: Eureka Forbes Ltd has launched a new TVC campaign ‘Farak Dikhta Hai’ for its flagship water purifier brand Aquaguard, where its new campaign is yet another effort wherein the brand introduces first-of-its kind revolutionary patented technology – ‘BiotronTM’, which help consumers understand the clear differentiation and the technology will make to their lives and health thereby strengthening preference for the brand.

    Through the new TVC, Aquaguard aims to educate and create awareness among consumers and break free from the clutter about safe, pure, healthy water and focuses on the need of healthy drinking water for an individual’s holistic growth. As a part of this TVC, Madhuri Dixit will be seen highlighting the differentiation and impact that the new technology will have on human body and the need to drink healthy water. The campaign has been creatively planned by Triton Communications and will be launched across all media channels and platforms.

    Eureka Forbes CEO Marzin R. Shroff said, “Through the launch of ‘Farak Dikhta Hai’ campaign, we continue our efforts to build a stronger and healthier India and aim to create a meaningful difference to the lives of the consumers thereby promoting healthy living.”

    Madhuri Dixit Nene said, “Healthy water enriched with essentials minerals plays an important role for maintaining good health. Being a custodian of my family’s health and wellbeing, it gives me a sense of reassurance to be associated with the brand.”

  • Paisabazaar.com launches campaign

    MUMBAI: Paisabazaar.com, a marketplace for loans and cards, which has a partnership with Experian Credit Information, launched its TV campaign during the live broadcast of the India-Pakistan Champions Trophy match on Sunday, featuring several products offering customers a credit report along with monthly updates at absolutely zero cost.

    The campaign was conceptualised by the in-house team of Paisabazaar.com and was executed by K Silent Production. It is scheduled to be aired on Star Sports HD during the telecast of Champions Trophy games along with movie and news channels like Set Max, UTV Movies, AajTak, NDTV India etc.

    Paisabazaar.com CEO and Co-founder Naveen Kukreja said, “We, at Paisabazaar, are focused on spreading the message around the relevance of Credit Score. Credit Score not only determines whether an individual get a loan or not, but also decides the pricing of that loan. We have seen too many of our customers struggle to get loans in times of need because of a poor Credit Score. Through our TV and digital campaigns, we want to make people aware that every individual should be aware of his credit score and constantly strive to improve it.”

    Chief product officer Paisabazaar.com Radhika Binani said, “Our brand promise is to make personal finance decisions easy and convenient for India. By providing Credit Report absolutely free, we are ensuring our customers are empowered to take informed lending decisions and help them get best-suited offers. Along with the Credit Report, we provide free monthly updates of the report to help customers monitor their score.”

    The new commercials feature actors Sumit Raghavan and Amit Mistry.

    Paisabazaar.com Group director and head of marketing Sai Narayan said, “The campaign’s idea is to drive home the point that your chances of getting any type of loan depends on your Credit Score. On Paisabazaar.com, finding out your Credit Score is easy, instantaneous and free.”

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  • Qoruz launches campaign tracker to help brands

    MUMBAI: Qoruz, a leading influencer marketing intelligence platform, has announced the launch of its social campaign tracker. Focused on measuring user and influencer generated content and conversations during a brand campaign, this unique tracker helps brands monitor social media platforms for earned media content for specific keywords and ‘hashtags’.

    It also enables marketers discover top social influencers creating content that carries a mention of their brands, and understand the total social reach and engagement generated via these earned media content pieces.

    Qoruz tracker simplifies the whole process of monitoring and measuring earned media content. Brands can set up custom trackers around specific keywords and hashtags and monitor historic and real-time content posted by influencers and other audience as well. The A.I. enabled dashboard classifies and segregates influencers and normal social media audience into separate streams, that helps brands easily identify which content creators they should be focusing on in terms of nurturing and collaboration, and provides a range of important social media metrics for each influencer .Users can also track competitor keywords and benchmark how their competition is faring in terms of earned conversations. This helps them understand what content is working, which influencers are proving to be most helpful for the brand, and then act upon this information.

    Qoruz CTO Prabakaran said, “The plan is to expand the capabilities of the tracker and help brand monitor its social health 24X7, 365 days a year. We plan to bring in more useful analytical features like sentiment analysis, brand’s influence, authority, integrated competition benchmarking and more. We will also build upon the intelligence of the platform in terms of predicting what type of content will work for the brands, based on a deep-data analysis of the successful content. The endgame is to build a holistic earned media content monitoring, analysis, and inspiring tool.”

    Qoruz product manager Varun Tyagi added, “Various research studies have proven that peer generated brand content is much more influential when it comes to purchasing considerations than brand’s own content. In terms of analyzing social media performance, most brands are still focused on how well their social handles are doing, but only a few are measuring influencer-generated content and its impact, and that’s where the true social influencer lies.This is where Qoruz tracker comes into play.”

  • IAF campaign aims to break gender stereotypes

    MUMBAI: The Indian Air Force is known to overcome barriers with courage, strength and valour. Which is why, when the whole country was debating the role of women in society, and brands were trying to create a conversation around it, the Indian Air Force took a historic step and showed the way forward by commissioning India’s first batch of women fighter pilots. Walking the talk and shattering the stereotypes around what work women could or couldn’t do, in the process. In many ways, this is a definitive stamp of equality, coming from the Air Force – often perceived as a bastion of male–only bravado.

    This film seeks to change our perception of what women are capable of. The campaign proudly boasts the achievement of its first women fighter pilots, and also sparks a conversation around the preconceived notions that many in society have about the role and place of a woman.

    The campaign goes a step ahead by showcasing Indian Air Force as a place where there are equal opportunities for both men and women. Be it the fighter pilots, helicopter and transport pilots, ground staff and technical staff, the Air Force has a place for everyone. Because at IAF, the service of the nation knows no gender.

  • Nycil launches ‘no tension’ campaign during summer

    MUMBAI: Nycil, one of the most trusted powder brands and leader in the prickly heat & cooling powders (PHC) category in India from the Kraft Heinz Company is back with a refreshing campaign this year establishing its new proposition. Focusing on 5 summer problems of the skin such as sweat, body odor, rashes, itching and prickly heat, the brand advocates enjoying summers without any tension, with the protection of Nycil. With a heritage of more than 50 years, Nycil is popularly known for its anti-bacterial properties and its efficacy in curing and preventing prickly heat problems.

    Creatively conceptualized and executed by McCann, the campaign advocates the use of Nycil to fight against common skin problems caused during summer. The film starts with a young boy reluctant to play out in the sun fearing it would cause skin problems like sweat, stickiness, odour, rashes and prickly heat. Just then his friend’s mother intervenes to explain to the kids how the right powder can prevent skin problems during summer.

    Commenting on the new campaign, Kraft Heinz India CMO Vikramjeet Singh said, “Nycil enjoys the position of a market leader across the country and it is the most preferred powder in the PHC (prickly heat & cooling) category. Through this new campaign, we aim to educate the consumers on using Nycil for the 5 common summer skin problems; which no other PHP can effectively claim to cure. This was a natural progression since the brand is clinically proven to fight the bacteria that cause skin problems led by summer”.

    Speaking from a creative perspective, McCann national planning head Suraja Kishore said, “Nycil is a heritage brand with very strong associations on prickly heat. The challenge was to reinforce Nycil as the expert solution for summers. We are happy to bring to life the proposition in an engaging set up of kids’ banter.”