ITV

Tag: Concept Communication

  • Indoco Remedies launches ‘Pata hai Kyun?’ campaign for Sensodent K

    Indoco Remedies launches ‘Pata hai Kyun?’ campaign for Sensodent K

    Mumbai: Indoco Remedies has launched an innovative marketing campaign for its Sensodent K brand, a toothpaste specially formulated for individuals with sensitive teeth. This nationwide launch is supported by a 360˚ multi-channel media strategy.

    Created by Concept Communication, this campaign offers a humorous take on our interest in trivial matters, which makes us miss the important ones.

    The campaign has created a fictional world called the “Mangalverse”, showcasing their lives, their eccentricities, their quirks, while asking a very profound poignant question “Pata hai kyun?”. Sensodent K’s promise of “tooth ka current gone toh life ka current on”. A toothpaste so effective in managing tooth sensitivity, that highlights Sensodent K’s commitment to manage tooth sensitivity, allowing you to embrace life without discomfort and inconvenience.

    The campaign challenges all the known dogmas of the category and creates a new lexicon for the category. The 360 campaign that rolled out on the 7 November takes into account the context of today’s consumer and understanding their needs for the category and its communication. The conversations around the brand will be very distinct ensuring better efficacy leading to greater affinity.

    “Our task revolved around establishing a robust presence for the Sensodent brand within a category largely characterized by problem-solving advertisements. As a challenger brand, we faced the imperative of devising a compelling communication strategy that not only stands out amidst the competitive clutter but also delivers exceptional effectiveness. Our goal was to craft a campaign that maximizes the impact of our limited budget to its fullest potential”, said Indoco Remedies Ltd MD Aditi Kare Panandikar.

    Concept India chairman & MD Vivek Suchanti said “The creative challenge was to create a campaign that builds on the brand promise but delivers it in an unexpected way. This would ensure conversations around the brand Sensodent K and make sure it resonates with the current expectations of the consumer”.

    The film was shot by Puppet Films, directed by Naren Multani and produced by Hozefa Alibhai.

  • NXTDIGITAL appoints Sooraj Keswani as chief customer experience officer

    NXTDIGITAL appoints Sooraj Keswani as chief customer experience officer

    Mumbai: NXTDIGITAL, the rapidly growing digital media division of technology-led customer experience company Hinduja Global Solutions Ltd. (HGS), with a presence in digital television via cable and satellite, broadband, enterprise services, OTT aggregation and content syndication is in expansion mode – launching a slew of digital products whilst expanding its footprint across India.

    Focusing on changing consumer preferences and enhancing the quality of service to its customers, the group has appointed veteran communications and customer engagement executive Sooraj Keswani as its Chief Customer Experience Officer. With over three decades of experience in media, retail, marketing and enterprise consulting across leading companies like The Indian Express Newspapers, Madison, Concept Communication, Hansa Cequity and Mirum India, Sooraj will lead the organisation’s initiatives in enhancing customer experience across all product portfolios. He will work with the group’s large pan-India franchisee base to develop and deliver products customised to hyperlocal preferences. As an extension of his role, Sooraj will also manage the branding and marketing functions.

    Commenting on this appointment, HGS whole time director and head of the media group, Vynsley Fernandes said, “We are delighted to welcome Sooraj Keswani to HGS and the NXT Media Group. His diverse experience across media, communications, technology-led marketing and building customer experience aligns perfectly with our company’s digital vision for the future. We look forward to the exciting journey ahead with him at the helm driving delightful experiences for our customers.”

    Keswani said, “The Hinduja Group is known for its integrity and customer focus. NXT Media Group has aggressive growth plans across its business verticals and I am very excited to join them in this journey to scale customer experience and brands to the next level.”

  • Concept Communication launches Avtr Meta Labs for genZ

    Concept Communication launches Avtr Meta Labs for genZ

    Mumbai: Concept Communication has announced the launch of India’s first content-driven meta influencer company Avtr Meta Labs.

    Avtr Meta Labs (AML) intends to launch on Instagram, YouTube, and other social media platforms to create digital/meta avatars aimed at generation Z, as well as to carve out a distinct place in content and influencer marketing.

    AML’s focus will be to create short-form, snackable content for audiences to experience episodic content specifically tailored for social media platforms.

    It launches Naina, a 20-year-old Digital Avatar hailing from Jhansi on Instagram and YouTube. “Like many other girls of my age group, I have come to Mumbai to fulfil my dreams of becoming a successful actor. I invite you all to follow me on Instagram and YouTube, become a part of my life journey and share my experiences. I have just come to Mumbai and I will need all the help I can get and I am counting on you all,” she commented.

    “With the launch of Avtr Meta Labs, we have once again delivered on our promise of investing in innovative and emerging technologies. Today, we have our investments and key people in artificial intelligence backed content creation, cloud storage, real-time tracking, consumer data and analytics, martech, etc. with companies like DigiBoxx, Concept BIU, 0101, and now, Avtr Meta Labs, all under the Concept umbrella, providing our clients with the best of creative tools and marketing technologies to empower sales,” said Concept Group chairman Vivek Suchanti.

    AML co-founder and CEO Abhishek Razdan added, “At AML, our focus will always be on creating quality content that our audiences can relate to and that adds great value to their lives. We also understand that today’s generation is stretched for time and, therefore, we are introducing two-three minutes of episodic content, giving storytelling an altogether new dimension. While, globally, the meta influencer space is well established, it’s still a whole new category in India and with the launch of our first digital avatar, Naina, we are giving marketers and advertisers an entirely new playfield.”

  • MTDC empanels Concept Communication, JWT and 8 others

    MTDC empanels Concept Communication, JWT and 8 others

    MUMBAI: The Maharashtra Tourism Development Corporation (MTDC) has empanelled 10 agencies on its creative roster. These include Concept Communication, JWT India, Network Advertising, MX Advertising, Mercantile Advertising, Adfactors, Graphics, Kautilya Multi Creations, Paramin Advertising and Ad Syndicate.

    Two of the incumbent agencies are Beehive and WPP‘s O&M.

    It is learnt that television will play a major role in the media mix. The Concept team has presented the media mix to MTDC along with scripts for the television campaign.

    Concept Communication national creative director Rachanah Roy said, “Travel and nature are topics which set alight the creative spark in even the most boring and mundane person. And the various teams at Concept on the account are in a state of electric enthusiasm to work on the account.”

  • Concept wins Bharat Eelectronics’ Rs 6 mn creative biz

    Concept wins Bharat Eelectronics’ Rs 6 mn creative biz

    MUMBAI: Concept Communication has bagged Bharat Electronics Ltd’s (BEL) creative duties following a multi-agency pitch that was initiated in the second quarter of 2011.

    The agency has won the account for two years.

    Eight agencies participated in the pitch.

    According to an insider, the account size for a year is estimated to be around Rs 6 million.

    Concept Communication associate VP and Bangalore head Suneet John confirmed the news to Indiantelevision.com.

    John said, “BEL wanted an agency that could come up with some new, innovative ideas. It loved the simplicity of our idea. We have already started working on the account. The first thing we are doing is revamping the communication that BEL currently has.”