ITV

Tag: Draftfcb Ulka

  • Now wake up and smell the newspaper!

    Now wake up and smell the newspaper!

    MUMBAI: Forget about smelling the coffee in the morning; newspapers have taken over than role as well.

     

    Grab a copy of today’s TOI and sniff it… A familiar smell fills your nostrils; that of Johnson’s baby…

     

    The front page advertisement reads: “Because only a smell so gentle can bring back memories that powerful.”

     

    The innovation brings back childhood memories with just one whiff but it isn’t the only one. According to sensory branding experts, the best known brand smell in the world is that of J&J’s Baby Powder.

     

    Similar ads or ‘smellvertisements’ have been in existence for long except that they’ve hitherto been the domain of perfume and cologne brands and appeared only in magazines.

     

    “Using smell in branding is a tool that only a few marketers use, yet smell is extremely powerful in affecting emotions and triggering memories, In fact, it is the only human sense that completely bypasses rational parts of the brain and connects directly with the Limbic system, a part of our reptilian brains that evokes immediate instinctive feelings. So when we smell, we do not think, we simply feel – instinctively and strongly,” says PipalMajik CEO CD Mitra.

     

    Newspapers have joined the fray only recently, with examples ranging from a Sunday Times edition smelling of Bru Gold coffee to five editions of a daily bringing you the coffee variant of Hide & Seek Biscuits to mangoes being delivered at your doorstep last summer. Technology has played an important role in replacing run-of-the-mill ads with innovations that have become talking points for both consumers and advertisers.

     

    According to Draftfcb Ulka NCD KS Chakravarthy (Chax), innovations bring the attention back to a familiar brand by doing something unexpected and novel. “In J&J’s case, the smell of J&J – especially the baby powder – is, to a vast majority of people, inextricably linked to the way babies smell. So it is a good way to re-emphasise the pre-eminence of J&J in the baby care area in an emotionally powerful, evocative way,” he says.

     

    Havas Worldwide managing partner and chief creative officer Satbir Singh feels that though smell innovations aren’t new, today, no one expects to actually read the front page of a newspaper. “Print innovations have become a norm today. From full front page ads to verticals, there are many ways in which advertisers can catch the attention of their TG,” he says, adding that with so many brands available and most of them talking in the same manner to their TG, it becomes important for brands to come up with such innovations.

     

    Parle marketing general manager Parveen Kulkarni says they were the first ones to do so when Hide & Seek Coffee was launched. “One needs to do something different to stand out otherwise one can easily get lost in the numerous advertisements today in the print medium,” he says. “Word-of-mouth is still the best form of marketing and for new entrants, innovations act as leverage.”

     

    The print medium gives a lot more scope to marketers and agencies to come up with innovations believes Godrej Appliances executive vice president (marketing and sales) Kamal Nandi. But he is quick to add that there is potential in other mediums as well although there are limitations in each. “The only difference between print and electronic innovation is that, it makes the interaction more personal,” he says.

     

    While marketers are quite happy with innovations, everyone agrees there needs to be a strategic objective behind them and they need to add more value to the brand than the premium the marketer pays for it. They also need to bring alive a unique aspect of a brand instead of just drawing attention to a me-too attribute. Readers meanwhile can continue to enjoy the innovations…

  • Tata Motors to spend more than Rs 20 crore on Vista Tech & Nano Twist

    Tata Motors to spend more than Rs 20 crore on Vista Tech & Nano Twist

    BENGALURU: Tata Motors has announced a nation-wide launch of the new Vista VX Tech (Vista Tech) in Bengaluru today.

     

    This comes in after the announcement of the launch of the New Nano Twist made by the company a few days ago. The campaign including TVC, print, online and outdoor in select cities is already underway for it, while a new TVC campaign for the Vista Tech commenced yesterday.

     

    While unveiling the two vehicles, Tata Motors senior vice president commercial passenger vehicle business unit, Ankush Arora, also showcased a 15 second TVC for the Vista Tech created by Rediffusion Y&R and a 30 second TVC for the Nano Twist created by Draftfcb Ulka. “These TVCs’ will run across all channels, national as well as regional, and we plan to have a campaign in print, digital as well as outdoors in a select few cities,” says Arora while talking to indiantelevision.com. The New Nano’s positioning is ‘Celebrate Awareness’, while the tagline for the Vista Tech is ‘Designed to Thrill’.

     

    “The response for the Nano Twist has been good, right since the launch of the vehicle in the Mumbai market a couple of days ago, we have received about 400 bookings from Bengaluru,” informs Arora.

     

    According to industry sources, the automobile market in the country has set upon hard times and this low phase is likely to continue for another six to nine months until the elections are over and the policies of the powers that be at that time are in place.

     

    To push sales, huge discounts on vehicles is more often a norm rather than an exception at present. Industry sources reveal that Tata Motors plans to spend around Rs 10 to 12 crore each for the Vista Tech and the Nano Twist towards mass media communications over the next month or so, probably until the next Auto Expo in New Delhi.

     

    Lodestar UM handles the media buying for these two Tata Motors brands.

  • Draftfcb Ulka rolls new campaign for Santoor

    Draftfcb Ulka rolls new campaign for Santoor

    MUMBAI: Wipro Enterprises, a consumer care company, has entered the body lotion category with the launch of Santoor Body Lotion.

     

    Santoor, the flagship brand of the company, started its journey a quarter century ago as ingredient focused sandal and turmeric soap. Over the years, Santoor has grown and become a brand offering a range of products catering to multiple personal care needs.

     

    The latest offering, Santoor body lotion, carries forward the promise.

     

    Draftfcb+Ulka Bangalore, has created a TV commercial announcing the launch of Santoor body lotion.  Speaking about the TV commercial, Draftfcb+Ulka, vice president – Bangalore Dennis Koshy said, “The challenge was not just to stand apart in a cluttered category, but also to communicate the promise of fast absorption in an engaging manner.”

     

    On the idea behind the TV commercial, Draftfcb+Ulka Advertising – Bangalor creative director Dharmesh Shah, said, “The film shows a young woman getting ready for work being bugged by her little sister. A very playful scenario where the product effortlessly becomes integral to the fun-n-play. Since it is the launch, attempt was to have the product integrated through the film without it being a hardworking storyline. It makes the film watchable again and again.”

  • Draftfcb+Ulka creates a new campaign for Amulya

    Draftfcb+Ulka creates a new campaign for Amulya

    MUMBAI: Draftfcb+ Ulka has created a new campaign for Amulya, a dairy whitener from the house of Amul with an aim to rejuvenate the brand connect with the customers.

    Through the campaign the brand wants to reinforce Amulya’s product superiority in the market.

    Draftfcb+ Ulka group creative director Haresh Moorjani came up with the thought of ‘making mornings special’. The TVC shows a couple pampering each other over morning breakfast. But the taste of tea makes them forget the mutual love momentarily. The TVC will be supported by print campaign in key regional markets.

    “The contemporary version of Amulya will surely occupy customer’s mind space. This will augment brand salience” said Draftfcb+ Ulka COO Nitin Karkare.

     “Surplus milk supply is a great opportunity to drive sales of Amulya. While doing so, we need to infuse the brand with a young personality. The new TVC does this job well.” emphasises GCMMF managing director R S Sodhi.

  • Draftfcb+ Ulka launches its new campaign

    Draftfcb+ Ulka launches its new campaign

    MUMBAI: Draftfcb+ Ulka has rolled out a new campaign for Tata Docomo. The ad film showcases how different brands, products, services and people are associated with the telecom brand and how its network touches everyone‘s life, everyday. As a part of this campaign, the agency has created four ad films.

    The television commercial has tried to show that Docomo‘s network is behind numerous things such as a pizza getting delivered to you, reading a newspaper wherever and whenever you are.

    All the ads showcase foreign tourist couples roaming on the streets of Chennai. As they go on exploring the city, they get completely surprised by the Docomo signature tune which keeps playing at every place they go. As the film proceeds, the curiosity keeps on building up between the couple who are completely confused at the source of the sound. As the couple‘s curiosity reaches a high the source of the sound is revealed as somebody or the other is using the services which Tata Docomo‘s network supports.

    The master TVC is 55 second long and there are three shorter edits of 25/30secs. The ad films have been produced by Chrome pictures and ably executed by Hemant Bhandari.

    Tata Docomo head – brand marketing Ritesh Ghosal said, “The fact is that there is practically always something around you that is working on the Tata Docomo network. The creative execution for this campaign in a very unique style communicates this almost as a truism, the fact that you can‘t escape the Tata Docomo network in your everyday life. Making the message playful and not pompous.”

    Draftfcb+ Ulka SVP Sridhar Iyer added, “Tata Docomo touches the everyday life of its consumers not just through a handset but also through the services of some of the biggest enterprises they rely on, and this has been depicted in a playful manner through an execution that highlights the ubiquity of the network in everyday life of its consumers.”

    The senior creative director is Vasudha Misra and creative team consists of Robin Thomas, Arjun Suri, S.V. Srinath, Raj Shukla, Vikash Kumar and Bala Subramanian. The campaign on TV would be adequately supported with a 360 degree campaign on print, outdoors and retail.

  • Draftfcb Ulka appoints Menaka Menon as head strategic planning

    Draftfcb Ulka appoints Menaka Menon as head strategic planning

    MUMBAI: Menaka Menon joins Draftfcb Ulka as head strategic planning at its Bengaluru office. She has over 13 years experience in advertising and media. Her professional interests include new media, understanding youth consumer and their buying behaviour.

     

    Speaking on her appointment, vice president Dennis Koshy said, “Menaka brings valuable experience across categories to Draftfcb Ulka. Having started her career with us, she is familiar with the organisation and I am sure she will add significant value to our clients here.”

     

    An alumnus of MICA, Menaka started her career at the then FCB Ulka, as part of its Star One programme. She then moved to JWT where she spent over seven years, before moving on to assignments with Big 92.7 FM, UTV New Media and MTV.

     

    uring the course of her career, Menaka has worked on several big brands such as Amul, Knorr, Levi‘s, Kotak, Diageo and Star across Mumbai and Bangalore.

     

    On her second stint at Draftfcb Ulka, Menaka observed, “Draftfcb Ulka is known for the strategic contribution it provides to client businesses. I started my career here and I am really excited about the opportunity to come back. Bangalore office has a very good portfolio of clients and brands, and I look forward to partnering them.”

     

    Draftfcb Ulka COO Nitin Karkare felt that, “Bangalore is a critical operation for us with prestigious brands like Sunfeast, Minto, Candyman, Santoor, Chandrika in our portfolio. Menaka is part of our Star One program and we are delighted to have her back on board. I am sure she will add a lot of value to the business with her rich experience across categories”

  • Draftfcb Ulka creates Amul: Eats Milk with Every Meal campaign

    Draftfcb Ulka creates Amul: Eats Milk with Every Meal campaign

    MUMBAI: Eats Milk with Every Meal is the new Amul campaign. Executed by Draftfcb Ulka, the campaign showcases the goodness of the entire range of Amul

    products. The brand had earlier positioned milk as ‘Worlds original energy drink‘ in its campaigns. The campaign is a step towards educating Indian consumers of the goodness of milk and milk products.

    Eats Milk with Every Meal is a print campaign that brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The tone of the campaign is quirky and resonates well across audiences. The press campaign will be published in leading national English dailies. The campaign will be extended in the digital space too. An app on Facebook and a microsite will also be designed where users can create their own memes with messages using their friends‘ pictures.

    GCMMF managing director R S Sodhi stated, “Milk and milk products form an integral part of the diet of every Indian. However, in this era of fast food, we do not want the goodness of milk in our food to be compromised. This campaign forms a part of our efforts to re-position milk and make our entire range of Amul dairy products trendy and appealing to all.”

    Draftfcb Ulka group creative director Haresh Moorjani said, “The idea was to make dairy products part of consumers daily diet but in an exciting and interesting manner. Leveraging popular culture inherent to the brand, we strategised a digital campaign Eats Milk with Every Meal – Create your own Meme.”

    The Create your own meme application enables the youth to create, participate and share memes socially. “The memes are ideal tools to generate online chatter and aid virality for the brand in the social space. The application is hosted on the microsite via Facebook social login. In print we have designed a series of 100 cc ads all appearing on the same day in one newspaper for impact,” added Moorjani. 

    The core target audience for the new Amul campaign is housewives and youth for print and digital campaigns respectively. Amul plans to extend the campaign on other mediums as well.

    The TVC was headed by national creative director K S Chakravarthy. The creative team comprised Haresh Moorjani, Mehul Patil, Bhushan Pandit, Varun Sharma and Chaitanya Joshi. Account Management was handled by Ruta Patel, Pranay Merchant and Rohan Patil.

  • Draftfcb Ulka Interactive gets Sudarshan Sudevan on board as creative head-digital

    Draftfcb Ulka Interactive gets Sudarshan Sudevan on board as creative head-digital

    MUMBAI: Draftfcb Ulka Interactive has got on board Sudarshan Sudevan as creative head-digital. ‘Sudi‘ as he is fondly known in the industry started his career as a cartoonist and before venturing into the digital space. His 13 year plus experience across over 100 brands in various categories makes him a digital veteran. His deep understanding of the digital space has led to many interesting discoveries about the different palates of internet users. He would be creatively reporting to Draftfcb Ulka Interactive‘s national creative director KS Chakravarthy (Chax) and functionally to senior VP Satish Ramachandrandran.

    Sudi is one of the few creative heads who has hands-on experience of working on different projects. Prior to this appointment he has been associated with firms like Hungama, B.C Webwise and Isobar creating several innovative campaigns, applications and web development, of which several have won awards like Abbys, Emvies, Imda‘s, Yahoo big chair etc.

    A food lover and an avid traveler, in his free time Sudi loves to visit new places, meet new people and share new ideas. “I was in awe of Ambi and Chax, and their affinity to explore more; that made me want to try this opportunity. I hope to add my experience and expertise to this wonderful agency, and endeavour to make Draftfcb Ulka one of the fore runners in the digital space in India. It‘s an honour to work with one of the legends of the industry – Chax and to be a part of such a renowned agency” said Sudarshan Sudevan.

    Commenting on Sudi‘s appointment, Satish Ramachandran said, “At Draftffcb Ulka we always believe in integrated digital solutions; towards this we have been consistently investing in talent and technology to ensure we are ahead of the curve. Sudi is a perfect addition to the team with his passion and experience in the space.”

    Here is what Draftfcb Ulka‘s national creative director Chax, had to say “Sudi is truly a product of the digital age, as passionate about technology as he is about ideas. With him at the helm of our very talented digital team, we look forward to an even tighter integration of our mainline and digital teams.”

  • Jabong.com accentuates concept of Shopaholism in TVC campaign

    NEW DELHI: “Fashion Nikla Mann Fisla” is the theme of the new television commercial of Jabong.com that is aimed to be a humorous take on common human behaviour in the context of ‘fashion and lifestyle’.

    It is the first amongst the three TVCs designed in the new campaign.

    The new campaign, created by ‘Draftfcb Ulka’, shows situations where the protagonists prioritise their shopping needs over other important situations. This elucidates the allegory of Jabong.com being a ‘temptation island’ of latest trends and styles, where the consumer will be selfish for his shopping needs and prioritize them over everything else.

    The new campaign is witty and brings forth the core insight of the brand- ‘Shopaholism’. According to the brand, it has the elements to strike the right chords in terms of spreading awareness about the brand.

    The campaign features a young couple where the husband convinces his wife to stop worrying about their kid’s pre-schooling and take pleasure in the astounding assortment that Jabong.com offers. The wife, being a shopaholic herself, falls in the trap and the excitement for shopping continues.

    The ad campaign has been created by Jabong.com’s creative agency- Draftfcb Ulka.

    With the new campaign “Fashion Nikla Mann Fisla”, Jabong.com hopes to capture the attention of the fashion conscious shopper looking for a one stop shop and an unparalleled shopping experience. The behavioral insight behind the campaign is that the shopaholic youth of today prioritise their shopping needs over everything else, which has been shown through three creative TVCs.

    Jabong.comManu co- founder Kumar Jain said, “Our new campaign combines the enthusiasm for shopaholism and general human behaviour of a little greed when it comes to fashion and Jabong.com. The idea is to educate the customers on the widest assortment of products across categories that are just a click away while clearly setting Jabong.com as a youth brand for those who prefer shopping over everything else.”

    Draftfcb Ulka group creative director Sanjay Sharma said, “The main objective of the new campaign is to differentiate Jabong.com in the crowded online shopping business while at the same time establishing its supremacy in the space of trends, styles and all things fashion. When it comes to the youth, there is a certain selfishness associated with shopping and we wanted to bring out this prioritization of shopping over everything else in our campaign in a tongue-in-cheek manner which will resonate with our target audience.”

  • Draftfcb Ulka Delhi gets Burma as group creative director

    MUMBAI: Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as group creative director. He comes in from JWT Delhi where he was the vice president, creative. He has also worked with agencies like Contract and Bates.

    Draftfcb Ulka Advertising national creative director K S Chakravarthy (Chax) said, “Sachin is a natural-born big ideas guy who enjoys working on big, challenging brands as much as he enjoys doing fun creative stuff. I am confident he will effortlessly fit into our high quality team in Delhi, and help drive our creative agenda.”

    Draftfcb Ulka Advertising, Delhi COO Sanjay Tandon said, “In Sachin, beyond the competence, I see values that are dear to us – stability, team work & desire for excellence. He joins the senior team to push us faster towards where we want to go…creating game changing ideas that Build BrandWealth.”

    Burma said, “I have always liked the Draftfcb Ulka way of thinking and wanted to become a part of a team that cherishes common values.”

    Referring to Arvind Wable, advisor to the Board, Burma stated: “Arvind‘s long term belief in a ‘happy people culture‘ and its effect in building a strong business for over 20 years, was a convincing factor in my decision. And being hired by Chax was indeed a high.”

    He comes to the team having built his credentials across several marquee brands like Hero, Airtel, Nokia, Pepsi, Timex, GSK and Dabur and having earned recognition at all premiere advertising forums like Effies, Goafest and D&AD.