Tag: Joe Thaliath

FCB Interface crafts Blazo campaign

MUMBAI: As a next leg to the campaign launched in 2016, harping on the never-before guarantee: Get more mileage or give the truck back, Mahindra Blazo and Ajay Devgn are continuing the campaign communication in yet another dramatic, hard hitting manner. The campaign has been crafted by FCB Interface with another emphatic communication that underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

The campaign is on air across leading television channels, supported by digital presence.

USP of the campaign/ product: Mahindra Blazo comes with a ‘Get more mileage or give the truck back’ guarantee and not a single truck has come back.

Film Description: The film opens dramatically with a shot that shows a pair of legs and the shadow they cast on the road. As the legs move, we see two trucks right behind and slowly it is revealed to be Ajay Devgn followed by two Mahindra Blazo trucks. As the film progresses, Ajay presents big facts about the Blazo and its FuelSmart CRDe engine and how it is living up to the guarantee that the company offers: Get more mileage or give the truck back. The biggest proof of performance is that ‘not a single truck has come back’! Delivered by Ajay Devgn in his own inimitable style, the film captures Mahindra’s confidence in its trucks in an emphatic manner.

Excerpt from spokespersons: Ajay Devgn “Such a guarantee is a very big thing for a brand … and if not a single truck has come back then that says a lot.”

FCB Interface CEO Joe Thaliath says “Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity … And yes, Ajay Devgn continues to be our ‘Suthradhar’ as he has proven to be the best fit for the brand.”

FCB Interface CCO Robby Mathew says “Some months ago, Mahindra made a claim that no other truck company in India would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer ….”

Mahindra & Mahindra – truck & bus division sr. general manager – marketing Rajeev Malik says, “Our first campaign was a bold step. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ ….”

March 6, 2017
Turn parents into friends, FCB’s Club Mahindra campaign

MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends.”

FCB CEO Joe Thaliath said, “In today’s high pressure environment everyone is on call 24×7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was.”

Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness.”

December 20, 2016
Turn parents into friends, FCB’s Club Mahindra campaign

MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends.”

FCB CEO Joe Thaliath said, “In today’s high pressure environment everyone is on call 24×7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was.”

Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness.”

December 20, 2016
FCB will tell us why Palava is ‘most liveable’

MUMBAI: Lodha’s Greenfield project Palava, spread across 4500 acres, is their most ambitious project yet. With over 25,000 homes purchased in the last six years and thousands of families already living here, it is India’s fastest growing city. World-class amenities and advanced services are setting new standards for modern living.

And, for its brand new campaign, the Lodha Group has brought FCB Interface on board as its communication and strategy partner. The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it.

FCB Interface CEO Joe Thaliath said, “This is a unique opportunity for us to create a behavioural change and introduce a new way of living across touch points for the brand by attempting something new and breaking the monotony. To achieve this, we aim to reskin the city living mindset by taking it back to the core and then project the future living side of it.”

Lodha Group regional CEO Shaishav Dharia said, “We believe that FCB Interface, as our partner, will be able to communicate our philosophy and vision for the city.”

FCB Interface chief creative officer Robby Matthew adds, “Palava’s stated intent is to become one of the most liveable cities in the world. And it is already more than half way there. The new campaign simply tries to bring this alive.”

November 24, 2016
FCB will tell us why Palava is ‘most liveable’

MUMBAI: Lodha’s Greenfield project Palava, spread across 4500 acres, is their most ambitious project yet. With over 25,000 homes purchased in the last six years and thousands of families already living here, it is India’s fastest growing city. World-class amenities and advanced services are setting new standards for modern living.

And, for its brand new campaign, the Lodha Group has brought FCB Interface on board as its communication and strategy partner. The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it.

FCB Interface CEO Joe Thaliath said, “This is a unique opportunity for us to create a behavioural change and introduce a new way of living across touch points for the brand by attempting something new and breaking the monotony. To achieve this, we aim to reskin the city living mindset by taking it back to the core and then project the future living side of it.”

Lodha Group regional CEO Shaishav Dharia said, “We believe that FCB Interface, as our partner, will be able to communicate our philosophy and vision for the city.”

FCB Interface chief creative officer Robby Matthew adds, “Palava’s stated intent is to become one of the most liveable cities in the world. And it is already more than half way there. The new campaign simply tries to bring this alive.”

November 24, 2016