ITV

Tag: Dentsu Marcom

  • Honda unleashes wave 2.0 of its business expansion

    Honda unleashes wave 2.0 of its business expansion

    MUMBAI: After a positive business result, Honda Motorcycle and Scooter India (HMSI) has decided to go all out with its marketing activities.

     

    It was in May, this year, when HMSI announced that it saw a 55 per cent growth in total sales at 3,55,726 units. The company’s total sales stood at 2,29,143 units in the corresponding month of the previous year. Motorcycle sales registered a rise of 76 per cent to 1, 60,295 units in May 2014 from 91,280 units in the same month a year ago, HMSI had said in a statement. 

     

    According to various media reports, it is also learnt that over the past two years, HMSI has narrowed the gap with its competitor, Bajaj Auto, which from the last five years has shifted its focus on motorcycle. In May, for instance, Bajaj Auto sales dropped 17 per cent to 176,277 units, against 212,129 units in May 2013. This is when the motorcycle sector posted growth of 12 per cent. Honda’s new launches in the economy segment have helped the brand take the leading step.

     

    The auto brand has now taken a step further to scale up its marketing initiatives. It has commenced its latest corporate campaign titled ‘Honda is Honda’ in two phases. In phase one, there was a splash of teaser activities across various social sites and blogs from 14-18 July. This was followed by the TV teaser which was on-air from 15-18 July.

     

    In the phase two, the brand will break 360 degree campaign blitzkrieg starting from 19 July across TV, print, radio, outdoor to even cinema. Engaging with his 10 million fans, Honda’s brand ambassador, Akshay Kumar, too is promoting the campaign through his social page.

     

    The corporate campaign aims to unambiguously demonstrate that firstly, Honda is the partner of choice for Indian two-wheeler customers in pursuit of their dreams. Secondly, to firmly embed Honda’s Wings as the metaphor/symbol of HMSI’s commitment to enable people to achieve the lift they seek.

     

    Honda Motorcycle and Scooter India vice president-sales and marketing YS Guleria said, “Honda is Honda’ is not just another campaign but an important one to announce the start of a new era as ‘Only Honda in Indian two-wheeler industry’; Honda has unleashed wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity – the ‘wings’ as it makes inroads into rural environs. ‘Honda is Honda’ is our most ambitious 360 degree campaign and the first ever launched from the digital platform followed by other media.”

     

    Dentsu Marcom has executed the campaign. Dentsu Marcom NCD Titus Upputuru mentioned that HMSI’s first corporate campaign with ‘Hamein Jaldi Hain’ campaign showcased how the country was in a hurry and how Honda can help the countrymen and women in their hurriedness to their dream destinations.

     

    “In its second campaign, we wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off ground. When birds fly, they lift their feet off ground. The brand had this incredible symbol, which we hadn’t leveraged. So it all came together in ‘zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain’ brand Honda gives an experience no other brand can,” added Upputuru.

     

    According to Dentsu Marcom vice president account management Abhinav Kaushik, “This campaign is a salute to the million wing-riders who are soaring on the two-wheels of Honda. So no matter who you are, or what your dreams are, the wings of Honda will make sure you reach your desired destination.”

     

  • Chingles pulls up a prank, this time the ‘Tutti Frutti’ way

    Chingles pulls up a prank, this time the ‘Tutti Frutti’ way

    NEW DELHI: Dharampal Satyapal Group today announced the launch of a campaign for the new ‘Tutti-frutti’ flavour from Chingles.

     

    The 30 second long TVC conceptualised by Dentsu Marcom is in line with the existing campaign of the brand and introduces the new flavour in a typical Chingles way – pulling a prank and asking “Aaj Lee Kya?”

     

    Dentsu Marcom NCD Titus Upputuru and the director of the film said, “The idea was to announce a new flavour. However, since the new variant is a continuation of the legacy of the existing Chingles mini gums, we decided to do it the Chingles way– pull a prank. It was fun shooting the film.”

     

    DS Group marked its foray into the Rs 1600 crore gum category in 2011 with mini gums called ‘Chingles’. The new flavour ‘Tutti Frutti’ is also available in Rs 1 sachet, Rs 5 zipper and Rs 10 Fliptop packs, just like the other existing Nimbu, Saunf and Mint flavours of Pass-Pass Chingles.

     

    Dharampal Satyapal marketing senior GM Rajeev Jain said, “At DS Group, we are committed to creating new and refreshing products and variants to provide innovative tastes to our customers. Our new flavour Chingles ‘Tutti Frutti’ has been developed keeping the same in mind.”

     

    He further added, “‘Chingles’, has always been positioned as a lively brand that aims to bring friends and family together by playing fun filled pranks on each other to enliven their lives. The new TVC for ‘Chingles Tutti Frutti’ is packed with the same joy that will bring smile on the viewer’s face.”

     

    Positioned as an antidote to seriousness, the new campaign is set to foot-tapping music and pays a tribute to the golden age of retro in the 70’s which had heroines dressed up in dazzling costumes and living in lavish houses.

  • DS Group celebrates ‘goodness of humanity’ with Priyanka Chopra

    DS Group celebrates ‘goodness of humanity’ with Priyanka Chopra

    MUMBAI: In recognition of her undeniable talent, immense popularity, her humanitarianism and her innate shine of goodness, Rajnigandha Silver Pearls has named Priyanka Chopra as their Brand Ambassador.  She features in the new TVC announcing the launch of saffron blended, silver coated cardamom seeds, ‘Rajnigandha Silver Pearls’ from the house of DS Group.
     

    The new 60 sec TVC celebrates the little gestures of goodness that we make despite our hectic day-to-day life, with the slogan ‘Achai ki ek Alag hi Chamak hoti hai ’. The new catchphrase re-emphasizes on the brand’s belief that real goodness always shines through in our words and deeds, and sets us apart as heroes of real life.
     

    The newly signed brand ambassador Priyanka Chopra says, “I truly do believe that ‘Achai ki ek Alag Chamak hoti hai ’!  There is an innate goodness in all of us and I think in today’s time its hugely important to spread as much love and positivity as possible. I am delighted to have been chosen as the brand ambassador of Rajnigandha Silver Pearls.  It not only a delicious and refreshing product but also a brand that promotes such positive messages, which is something the world really needs.”

    Commenting on this occasion Mr. Rajeev Jain, Senior General Manager, Marketing, Dharampal Satyapal Ltd. said, “Rajnigandha brand has always been a hallmark of achievement and our new product ‘Rajnigandha Silver Pearls’ that shares the same brand’s DNA, can be seen as symbolic of individuals who are successful and yet uphold a strong humanistic approach to life. Priyanka Chopra has been appointed as the brand ambassador as she is an epitome of a global achiever, and at the same time a grounded and humble person who is always ready to give time and effort for a good cause. The TV commercial highlights exactly this aspect of her life”.
     

    The film has been created by Dentsu Marcom and narrates the story of a successful film-star who has a massive following because of her inherent goodness. It shows interwoven scenes that narrate examples of little acts of goodness— Priyanka Chopra is seen performing an Indian classical dance, making a moment special for a little boy, throwing a scarf at the screaming sailors and surprising an old woman with a birthday cake.

    Finally we see the classical dance performance culminating in her final act of goodness where Priyanka Chopra calls her team for the final bow in front of the audience to acknowledge their contribution to the applause that she has received. It is in the journey back home, that she tastes Rajnigandha Silver Pearls and her chauffer looks through the mirror to realize that ‘achchai ki ek alag chamak hoti hai’.

    Titus Upputuru, National Creative Director, Dentsu Marcom says “Rajnigandha Silver Pearls is saffron blended silver-coated cardamom seeds (Elaichi) Cardamom  is good for health, silver has shine, so we came up with ‘goodness shines’. At the same time we also considered the lineage of Rajnigandha which stood for success and achievement. When we decided to go ahead with Priyanka Chopra as the face of the brand, we thought let’s show stardom in a new light. Thus was born ‘achchai ki ek alag chamak hoti hai’”.

    The film is shot like a trailor of a Hollywood movie, complimented by a special song as the background score with the lyrics ‘Dil bada toh tu bada’, which has been written and sung to an Indian melody to bring out the idea that one is only as big as one’s heart is. This is an ATL & BTL campaign which will encompass print, outdoor, radio, digital and OOH mediums to extend the thought of ‘Acchai ki ek alag chamak hoti hai’.

  • Dentsu Marcom flies away on Hondas’ Activa

    Dentsu Marcom flies away on Hondas’ Activa

    MUMBAI: In a bid to reinforce its market leadership, Honda, launched a new campaign for its first personal compact scooter offering under the brand name ACTIVA-I.

    The campaign was conceptualised by Denstu Marcom on the brief that the customers desire an automatic scooter for daily commute, which is lightweight, compact and easy to handle yet comfortable for both genders. 

    Dentsu Marcom NCD Titus Upputuru said, “As children, most of us have played the chidhya udh, totha udh, maina udh game. It’s when we become adults and start leaving our homes and begin earning that we actually start udhna. The game combines with young men and women setting out of homes with optimism to inspire young people to come out of homes and fly. This also brings alive the iconic symbol of Honda, the wing mark, in a refreshing manner.”

    Added, agency’s account management VP Abhinav Kaushik, “Today’s young generation is not ridden by any past baggage. They are supremely confident, they think differently, they have a can-do attitude and they are charting new territories. They are willing to ride into the future knowing fully well what they want out of life. This expression udh or ‘ready to fly’ captures the mindset of this generation that has the desire to excel, follow their own direction and happily take on the challenges of the life ahead.”

    The campaign works on the approach that Indian youth today finds new ways to show the world that ‘I am standing on my feet, and powering myself on my own dreams and ambitions’. They are affirmative and seek identity independence, in everything they do.

    Honda Motorcycle & Scooter India VP Yadvinder S. Guleria said, “From its first family scooter Activa, Honda has always understood the pulse of the nation in its journey as undisputed leader in automatic scooter industry. Addressing the need of today’s customers, Honda has now brought the next revolution in personal lightweight mobility. The new Activa-i empowers Indian customers to be “Ready to Fly”. The Dream mileage of 60kmpl powered by the revolutionary Honda Eco Technology, features like combi-brakes, lightweight and compact design ensures that Honda is the customers trusted partner for every empowering ride.”

  • Monster India shakes up passive jobseekers with new campaign

    Monster India shakes up passive jobseekers with new campaign

    MUMBAI: We wake up every morning; follow our usual routine, sleepwalk our way to work, complete our average jobs and then crib about not being happy. This is the situation with many people in the country and thus Monster India, one of the leading online career and recruitment solutions provider and flagship brand of Monster Worldwide, has launched a new campaign “Wake Up” with an aim to jiggle the passive jobseekers to take an action.

    Monster India has launched its new brand positioning of ‘Find Better’ with a tag line – ‘Get lucky. Get Active on Monster’. The campaign addresses a majority of jobseekers who become comfortable with their average jobs and are ignorant of the limitless opportunities that exist. The campaign urges them to rise above mediocrity, ‘Wake- up’ to their true potential and capitalise the opportunity.

    The company has put in a lot of creativity to grab the attention of jobseekers. “We had to come up with a creative idea that would not just make people sit up and notice but actually wake them up. So we thought of several ideas and ways to wake people up. Need we say, we put those many waking hours! We had a ball too, going from fiction to mythology to the jungles and almost everywhere. So while a shrilly opera singer, a bleating sheep and a goofy Tarzan try to wake up our protagonist, we had to go underwater to find the ideal one to wake our guy up – someone more dead than him!” said Dentsu Marcom National Creative Director Titus Upputuru.

    The new campaign has been launched after a recent global survey conducted by Monster and Gfk that revealed that “70 percent people have expressed that they are content with their current jobs but they are not”.

    “Their feedback made it evident that they would like to explore more. Hence, ‘Wake Up’ call is targeted at this vast majority of people who need to make the most out of the opportunity that exists out there,” said Monster.com managing director Sanjay Modi.

    ‘Wake Up’ is a unique proposition that uses interesting relatable characters to convey the core message strongly. The serious message of ‘wake up to the new opportunity’ is communicated in a unique and creative fashion with the use of animation that e-recruitment category in India has never seen. The campaign conveys the message in a direct, clean and humorous manner.

  • Monster India shakes up passive jobseekers with new campaign

    Monster India shakes up passive jobseekers with new campaign

    MUMBAI: We wake up every morning; follow our usual routine, sleepwalk our way to work, complete our average jobs and then crib about not being happy. This is the situation with many people in the country and thus Monster India, one of the leading online career and recruitment solutions provider and flagship brand of Monster Worldwide, has launched a new campaign “Wake Up” with an aim to jiggle the passive jobseekers to take an action.

    Monster India has launched its new brand positioning of ‘Find Better’ with a tag line – ‘Get lucky. Get Active on Monster’. The campaign addresses a majority of jobseekers who become comfortable with their average jobs and are ignorant of the limitless opportunities that exist. The campaign urges them to rise above mediocrity, ‘Wake- up’ to their true potential and capitalise the opportunity.

    The company has put in a lot of creativity to grab the attention of jobseekers. “We had to come up with a creative idea that would not just make people sit up and notice but actually wake them up. So we thought of several ideas and ways to wake people up. Need we say, we put those many waking hours! We had a ball too, going from fiction to mythology to the jungles and almost everywhere. So while a shrilly opera singer, a bleating sheep and a goofy Tarzan try to wake up our protagonist, we had to go underwater to find the ideal one to wake our guy up – someone more dead than him!” said Dentsu Marcom National Creative Director Titus Upputuru.

    The new campaign has been launched after a recent global survey conducted by Monster and Gfk that revealed that “70 percent people have expressed that they are content with their current jobs but they are not”.

    “Their feedback made it evident that they would like to explore more. Hence, ‘Wake Up’ call is targeted at this vast majority of people who need to make the most out of the opportunity that exists out there,” said Monster.com managing director Sanjay Modi.

    ‘Wake Up’ is a unique proposition that uses interesting relatable characters to convey the core message strongly. The serious message of ‘wake up to the new opportunity’ is communicated in a unique and creative fashion with the use of animation that e-recruitment category in India has never seen. The campaign conveys the message in a direct, clean and humorous manner.
     

  • Monster India shakes up passive jobseekers with new campaign

    Monster India shakes up passive jobseekers with new campaign

    MUMBAI: We wake up every morning; follow our usual routine, sleepwalk our way to work, complete our average jobs and then crib about not being happy. This is the situation with many people in the country and thus Monster India, one of the leading online career and recruitment solutions provider and flagship brand of Monster Worldwide, has launched a new campaign “Wake Up” with an aim to jiggle the passive jobseekers to take an action.

    Monster India has launched its new brand positioning of ‘Find Better’ with a tag line – ‘Get lucky. Get Active on Monster’. The campaign addresses a majority of jobseekers who become comfortable with their average jobs and are ignorant of the limitless opportunities that exist. The campaign urges them to rise above mediocrity, ‘Wake- up’ to their true potential and capitalise the opportunity.

    The company has put in a lot of creativity to grab the attention of jobseekers. “We had to come up with a creative idea that would not just make people sit up and notice but actually wake them up. So we thought of several ideas and ways to wake people up. Need we say, we put those many waking hours! We had a ball too, going from fiction to mythology to the jungles and almost everywhere. So while a shrilly opera singer, a bleating sheep and a goofy Tarzan try to wake up our protagonist, we had to go underwater to find the ideal one to wake our guy up – someone more dead than him!” said Dentsu Marcom National Creative Director Titus Upputuru.

    The new campaign has been launched after a recent global survey conducted by Monster and Gfk that revealed that “70 percent people have expressed that they are content with their current jobs but they are not”.

    “Their feedback made it evident that they would like to explore more. Hence, ‘Wake Up’ call is targeted at this vast majority of people who need to make the most out of the opportunity that exists out there,” said Monster.com managing director Sanjay Modi.

    ‘Wake Up’ is a unique proposition that uses interesting relatable characters to convey the core message strongly. The serious message of ‘wake up to the new opportunity’ is communicated in a unique and creative fashion with the use of animation that e-recruitment category in India has never seen. The campaign conveys the message in a direct, clean and humorous manner.
     

  • Honda CB Trigger TVC lures the youth, ask them to ‘Untame’

    Honda CB Trigger TVC lures the youth, ask them to ‘Untame’

    MUMBAI: With a new TVC, Honda aims to strengthen its 150cc sports bike segment. The automobile manufacturer is now positioning its new offering CB Trigger as ‘fun of riding for the youth’.  

    Created by Dentsu Marcom, the 30 second TV campaign showcases a young man’s life filled with dilemmas. How it is not in his control and how everyone in his generation is pressed to be put through a factory of conformity. Honda CB Trigger through the campaign, says ‘No More.’ The new TVC calls the youth as it asks them to ‘Untame’.

    The film starts with the backdrop of a jingle (about a domesticated ‘cutie pie’), where the protagonist is being tamed by his friends, girlfriend and other members of the society in their own ways. The voice over in the background asks: “Do they make my choice? Do they define my life? Do they make my destiny?” Honda’s new bike is trigger for him to realise that enough is enough and he breaks the shackles of society saying: “I don’t belong to them. I belong to myself.”

    “The new CB Trigger combines the raw power of 150 cc and macho styling. So we asked, ‘Why tame yourself?’ Youth enjoy college life and the life after because it seems to liberate them from the 12 years of schooling. Little do they realise that there is another kind of schooling that follows them in these and the following years. Fact is, people around you continue to teach you, what is cool, what isn’t, they tell you that you must join a gym, build your muscle, party hard etc. The new CB trigger gives them a physical tool to break out of all this and live by themselves,” said Dentsu Marcom national creative director Titus Upputuru.

    Commenting on the campaign Dentsu India executive vice president and national planning director Narayan Devanathan said: “The simple but key insight into the life of the 18-year-old prospective biker is this: at a time when the 18-year-old is tasting freedom for the first time, the shackles of conformity try to bind him, hold him back, and worse, define him for who he really is not. Along comes Honda to remind him that there is indeed a time and a place to become domesticated. And that the new Honda CB Trigger is here to take him far, far away from them.”
     

  • Toshibas passion for cricket unlocked by Dentsu Marcom

    Toshibas passion for cricket unlocked by Dentsu Marcom

    MUMBAI: Dentsu Marcom has brought out a new campaign for Toshiba – India’s latest Cricket Series LED televisions.

     

    The aim of the campaign which will be on TV, retail and digital is to showcase the television in a distinctive and never-before manner. For a consumer who is evolved and understands technology, in a category where picture quality and design are hygiene and a market where competitors peg bets on superior technology features to stay current, the challenge in front of the agency was to stay away from the twin clutter of  television set ads and cricket/sports ads.

     

    “If you’ve ever sat in front of the TV when Chris Gayle hammers one of his sixes but have no idea where the ball went, because the TV couldn’t capture it; if you’ve ever looked at the brown blotch on the screen on which Ravi Shastri was pacing and giving out his pundit-like pitch report and wondered what he was able to see there; if you’ve ever wondered at why the ground looks greener when you’re in the stadium versus on the TV; if you’ve ever wondered why your eyes and ears and your cricket-crazed senses never seem to have the richest cricket-enjoying experience on any TV until now, the all-new Cricket Series LED televisions from Toshiba was made just for you. So you can Enjoy. Every. Bit. As a cricket Fanatic myself, I could relate easily to the frustrations of the Fanatic that must have been the inspiration for Toshiba to develop this TV. And so when we set out to create the communication for it, we saw it more as a reverent offering to the Cricket Fanatic than as a mere ad,” said Dentsu India Group EVP and national planning head Narayan Devanathan.

     

    All the clichés about cricket being a religion in India notwithstanding, one thing is clear when an experience promises to be so rich, you will want to miss nothing. Hence the proposition: Enjoy. Every. Bit.

     

     “We’ve seen so much cricket advertising in this country. We’ve also seen so much of TV advertising on TV. The idea was to do something unique that stands out off the clutter and makes Toshiba Cricket TV the best way to consume cricket. The insight was that when you want to enjoy something, you want to enjoy every bit of it. So with the Toshiba Cricket TV, a cricket fan can now enjoy every gasp and every gulp of the game,” said Dentsu Marcom NCD Titus Uppturu.