Mumbai: TenderCuts, the meat and seafood omnichannel company has launched its new ‘Good meat. Genuine meat. Always.’ proposition in a multi-film campaign conceived by Lowe Lintas Bangalore. The key objective of the campaign is to increase brand awareness and consideration to drive trials by consumers.
Consumers today are increasingly wary of the quality of products available in the market – especially meats and seafood. Most people still prefer to physically purchase the products to ensure that they are not compromising on the quality. Lowe Lintas has used this insight to showcase the various elements of TenderCuts communicating that the brand offerings are best in quality, said the statement.
TenderCuts integrated creative will be live across TV, digital, print, and OOH in multiple markets, especially in Chennai, Hyderabad, and Bangalore where the brand has a strong foothold currently, it added.
The campaign consists of three films highlighting different messages by the brand – the first one showcases the best quality meat products at the most honest prices, the second one features the ready-to-cook range by TenderCuts which consists of the freshest meat that is freshly marinated, and the third film focuses on the fact that all products are freshly cut only after an order is placed. The ads feature well-known South actor Prakash Raj.
“Prakash Raj is truly a fabulous actor and brings the campaign alive with his engaging humour and seasoned acting skills. Through our omnichannel presence we endeavour to offer the best quality, genuine meat always,” said TenderCuts founder and CEO Nishanth Chandran. “Our customers can now see our proposition of freshly cut after you order come alive through our efficient Tech based QR code, by which customers can know when, where and by whom the meat was cut.”
“We are really excited about the campaign & through this we want our customers to become aware of the Tender promise,” stated TenderCuts CMO Aruna Jathar. “At TenderCuts we believe in doing things that are right for the customer and that is table stakes. We highlight this undeniable fact through our new & remarkable campaign which is spun around the promise of Good Meat, Genuine Meat, Always!”
“TenderCuts is all about honesty. Be it their prices, their quality or even their practices,” remarked Lowe Lintas executive director and branch head Sonali Khanna. “Most of the time this is experienced first-hand by those who visit their stores. We wanted to achieve the same emotion. By roping in a celebrity like Prakash Raj, we felt it would be nice to let him experience this honesty first-hand. Hence the idea of a shoot within a shoot.”
Mumbai: With the pandemic coming into our lives, the world’s focus has been shifting towards good health and immunity. The first TVC from the Ayurveda brand, Krishna’s Herbal and Ayurveda focuses on this very aspect. Featuring the Bollywood actor Sonu Sood, the TVC shows the actor emphasising the importance of fitness.
The company had roped in the actor as its brand ambassador in June 2021. In this brand film, the actor shares that ‘Fitness mujhe virasat mein mile hai’ and talks about his journey of practicing healthy habits. He recalls how he was driven by fitness and the passion for making something happen in every phase of his life. ‘Sonu beta fit banega, tabhi to super hit banega,” the actor says in the television commercial.
“We are delighted to associate with Sonu Sood as he knows the importance of health and how Ayurveda helps in the fitness process. We think he is the best person to feature in our TVC and communicate the brand’s message,” said Krishna’s Herbal and Ayurveda founder Shrawan Daga.
Founded in 2007, Krishna’s Herbal and Ayurveda, is a Jodhpur-based manufacturer and supplier of Ayurvedic juices, medicines, churna, and herbal beauty products, among other 150 SKUs. With a pan-India presence, the brand plans to expand its business to Poland, the UK, America, and Israel, said the statement.
The products are also available at all Ayurvedic and medical outlets across the country and on e-commerce sites such as Amazon, Flipkart, 1MG, BigBasket, JiomMrt, Netmeds.
Mumbai: In a bid to double the swag quotient, beverage brand Pepsi has unveiled its latest campaign featuring brand ambassador Salman Khan in a dual role. Bringing back the nostalgia of the 90’s, the TVC showcases the star coming face-to-face with ‘Prem,’ one of his popular characters from the decade. The TVC will be amplified via a robust 360-degree campaign spanning TV, digital, outdoor, and social media.
The ad film opens out on a bungalow that seems to belong to a 90’s Bollywood film set. The narrative hinges on modern-day Salman bumping into his younger version, Prem and the fun banter that ensues between the two Salmans. Thrilled to see his hunky future avatar, Prem engages Salman in a series of questions to know more about his future self.
The brand makes use of hi-tech Deepfake technology to recreate and bring to life the Bollywood character. Sharing his views on the campaign, the director of the ad film Ayappa KM said, “For the first time in Indian advertising, Pepsi has used hi-tech DeepFake technology to resurrect Salman from the 90’s. While it’s a throwback to the past, the tech is a peek into the possibilities of the future.”
“My fans have showered love to all my characters over my career, however Prem has held a special place in their hearts as well as mine,” said Salman Khan. “It brings me great joy to bring back Prem as a blast from the past with Pepsi for my fans for this new campaign.”
“As a culture-curator, Pepsi has constantly endeavored to bring entertaining campaigns for its consumers through innovative storytelling,” said PepsiCo India category lead- cola Saumya Rathor, on the launch. “With Bollywood being a key consumer passion point in India, this new campaign takes the Swag narrative several notches higher by featuring not one but two Salman Khans. For the first time in Indian advertising, we have leveraged hi-tech deep fake technology to recreate one of the most iconic characters of Indian cinema. We are confident that this campaign will resonate strongly with our consumers, given the entertainment quotient in this film.”
“We felt an instant rush when the brief landed on the table – to create a big summer campaign for one of the most legendary brands on the planet, featuring the biggest superstar in the country. Cliched as it may sound, we wanted to break category codes and push all the P’s of marketing to its absolute limit. It was a delight working with those who backed us to the hilt with this idea,” the film’s writer Devaiah Bopanna commented.
Mumbai: Its that time of the year when brands across categories serenade the fairer sex with the customary promotional offers and endless freebies. And if that isn’t enough, there are campaigns launched with themes raking up every possible ‘women’s issues’ one can think of. Yes, it’s the 8th of March and with yet another International Women’s Day (IWD) upon us, the annual trend of a marketing blitzkrieg continues unabated. The occasion today has become as big as a festival, and one of the prime events in a brand’s marketing calendar.
Brands and marketers using special days to connect with their TG is, of course, as old as advertising lore. And with women comprising nearly 50 per cent of a target consumer group, while also being principal stakeholders when it comes to critical purchases and decision-making in a household, brands, naturally, are keen to serve their cause. Advertising, however, is just one aspect of a brand. True commitment means investment of time, money as well as resources.
So just, how much are brands actually investing on Women’s Day?
“Lifestyle and fashion/apparel brands are one of the biggest spenders, spending in crores leading to the day,” notes Tonic Worldwide national strategy director Anjali Malthankar. “On the other hand, you have high impact influencers, collaborations, contests and giveaways – these activities are spent in lakhs.” So, it’s either a performance campaign to drive sales or an impact campaign to participate with a point of view in the Women’s Day conversation.
“We anticipate the advertising budgets for Women’s Day to be similar to last year and not significantly higher,” say Lyxel&Flamingo co-founder, CEO Dev Batra and creative director – copy Nishant Singh. “As a practice, Women’s Day narratives tend to be longer and thus the majority of the brands will end up advertising only on digital formats only and not that much on television,” add the duo.
This is also a time when brands try to up the engagement quotient by running contests and giveaways. Some even indulge in banter with other brands on social media as a way to garner share of voice or grab attention.
“There has been a shift in thinking by many brands whose core target audience are women,” believes White Rivers Media head of client partnerships Darrell Fernandes. “While most are still trying to communicate offerings, for some brands it’s an opportunity to create an emotional connect with women. It also allows us to deliver a far more engaging message which is not possible otherwise in the product campaigns.”
“What a brand should not do is force fit their business agenda in something that doesn’t land well on the brand philosophy or product,” Fernandes asserts.
This thought is echoed by Jayshree Sundar, the advertising veteran and author of “Don’t forget 2004” – a book on crafting a blockbuster marketing strategy for a political campaign. “The consumer today is able to see through shallow messaging that makes him/her buy something by offering freebies. They know when it’s a gimmick,” she says, adding that, “I think the way for brands to make a significant mark is by using the day to announce something more long-term that you’re doing for women, or how your brand supports women- What’s being done regarding women’s issues or to empower them, to make equality happen- things like that- if brands can dig a little deeper and it’s not a message just for that day.”
Sundar cites examples of brands like Dove and Tanishq which have been doing amazing campaigns around relevant themes for women, not only around Women’s Day but throughout the year. “If such a brand does something on Women’s Day, It will be accepted with open hands because that’s what they have been doing consistently. That’s the key to long-term returns,” she remarks.
While several leading brands have released video content focusing on women-related themes apart from recognising their contribution- while directly or subtly integrating their products in it, a very small percentage of brands practice such focused curated content as a consistent feature.
“The number of women-focused D2C brands who have grown astronomically in the last two years or so, could have taken the lead and become flag bearers of such campaigns but the expected action hasn’t yet taken place with IWD already upon us,” affirm Dev Batra and Nishant Singh. “However, we still witness a lot of brands doing tactical interventions – like a post or rolling out an offer closer to International Women’s Day. Sadly, they continue to simply acknowledge the day without doing much beyond.”
According to Mankind Pharma general manager – sales and marketing Joy Chatterjee, generating campaigns that are relevant in the day-to-day lifestyle of consumers helps the brand to connect and be more relevant to them. “For us, our target audience is not only women but rather every member of the household. We believe in connecting to households while spreading awareness, intense market penetration and a strong social media presence,” he says.
The company has released a Women’s Day campaign for its brand Prega News #SheCanCarryBoth. The campaign video depicts a relatable conversation between four women at different stages of life talking about balancing motherhood and a demanding career. “Our Women’s Day campaign 2022 showcases how society at large assumes that it’s difficult for women to nurture motherhood and be working professionals at the same time.”
He further adds, “Our budget for the entire campaign has been kept minimal, maintaining our focus on the content that was being produced and its amplification.”
The brand has onboarded four celebrity influencers and 15 macro-influencers who are mothers themselves and who share their stories to help the brand reach a wider audience. For better reach and mass society penetration the campaign has been launched in several regional languages.
For many of the women-centric brands, days like women’s day are not targeted towards amplifying their sales but rather in generating brand awareness. “Our actual ROI through the campaign will be more aware and sensitised to the masses. Being category leaders we believe that it’s our responsibility to educate the masses and talk about our consumer’s issues,” says Chatterjee.
With social media being the new normal, most brands also try to maximise use of that space by collaborating with Instagram or YouTube influencers and content creators to touch base with their customers and also create more customer base in the time to come. Marketers believe these campaigns and initiatives undertaken on special occasions helps garner more attention from the prospective audience, resulting in increased sales. “These initiatives help create awareness. Therefore, it is better and more beneficial than an advertisement in the long run,” says The Haelli founder Neha Sahu. “The unique content curated for the customers increases customer engagement and is shared further with family and friends with similar interests, helping us expand our peripherals.”
Fynd, a tech-first omnichannel platform, has crafted a campaign called #LeadLikeHer that aims to shed a spotlight on the leaders behind the brands on the platform. “Through this campaign, we wanted our audience to have a sneak-peek into the stories of the women who create the products that make them look fabulous.” says the Fynd co-founder Farooq. “The impact of a campaign such as #LeadLikeHer is beyond mere ROI and profitability. The power & authenticity of women in leadership roles is something Fynd truly believes in. Through this campaign, our aim is to start a conversation on the disproportionate male to female ratio in leadership roles. And act as a catalyst to push for gender equality and close the gap.”
To mark the occasion of Women’s Day, Candere by Kalyan Jewellers has come out with an inclusive campaign for its latest ‘Aadya’ collection, featuring diverse women, regardless of their age, size or appearance. The film is a shoutout against ageism and body shaming, signifying that every woman should celebrate and embrace themselves. The brand is also taking initiatives to celebrate real women on platforms such as Linkedin. “We are also getting in touch with platforms and are celebrating the women who have dared to keep their heads high and took charge of their own journey reaching for the stars,” says founder and CEO of the jewel-tech brand Rupesh Jain.
The brand believes its ‘Return on Investment’ is through its marketing standpoint. “When the communication of our campaign reaches our TG and when our audience connects with our Vision and Mission.” He adds, “Our brand vision is first to create understanding and relatability for our audience, engage them with our brand, and then create communication with them, which keeps them connected with our brand for the long run.”
So how can brands ensure a deeper connect with their TG on Women’s Day?
“First of all, don’t miss the trees for the woods,” says Tonic Worldwide’s Anjali Malthankar. “If you are a brand celebrating her only for a day to ride on a marketing opportunity and ignoring her issues for the rest of the year, then this can damage a long-term relationship with her. Stay focused and sincere.”
“I think slowly the brand world is opening up to campaigns which raise awareness and solutions about real issues like property ownership rights or breaking the bias in hiring etc and recognition campaigns, celebrating real women heroes- and not limited to doing gimmicky promotions only,” she adds.
Today women have become more conscious and they want brands that think like them. Especially younger millennials and GenZ respond to brands that are more humane, more empathetic and those who take a stand on pressing social issues. While sweepstakes and offers may come and go, and depending on the category, it may even increase sales, but scratching the surface runs the risk of either being forgotten or not noticed at all or worse – being called out.
Campaigns that are curated to start a genuine conversation and not just to jump on the marketing bandwagon give the consumer a deeper understanding of what the brand is and what it stands for. It all boils down to whether the brand can really walk the talk or not, believe the marketers.
Mumbai: Smart mobility solutions provider Hyundai Motor India has launched #TheDriveWithin campaign to celebrate the spirit of sports and showcase the inspiring real life stories of four Indian cricketers Smriti Mandhana, Taniyaa Bhatia, Shafali Verma and Jemimah Rodrigues. The campaign will capture real events and stories from the lives of the four women cricketers that have had a significant and strong contribution to Indian cricket.
The four individual films encapsulate one key moment in the lives of Smriti Mandhana, Taniyaa Bhatia, Shafali Verma and Jemimah Rodrigues. Each film individually showcases how a key person in the lives of these young and talented Women cricketers has encouraged, challenged and supported them in their journey to harness #TheDriveWithin.
The first film showcases Smriti Mandhana’s life story and the genesis of her journey of becoming a cricketer. The film captures the encouragement and support Smriti received to follow her passions of becoming an Indian women cricketer.
The second film captures the real life story of Shafali Verma and her determination to play cricket alongside boys her age. The film encapsulates the pinnacle of her tenacity when she approaches her father and say’s “Papaji, baal kaat do, balla chalana hai.”
Taniyaa Bhatia’s true story is chronicled in the third film that portrays her capitalising her height and donning the legacy of gloves to become a wicketkeeper batter. It further showcases her parent’s role in encouraging her towards becoming a wicketkeeper batter by passing on her father’s wicketkeeper gloves to her.
The final film showcases Jemima Rodriguez on her quest of becoming an Indian women cricketer, with her school principal challenging her to make it to the Indian squad. When she falls short in selection trials, the film showcases her grit to come back even harder and overcome her challenges.
“Hyundai has shared immense synergies with the Spirit of Sports. Athletes across the globe are driven by passion and commitment, while also undergoing years of gruelling training that enables them to become top performers at the world stage,” said Hyundai Motor India MD & CEO. “Unsoo KimAt Hyundai, we too share this Spirit; developing products and solutions that are built with passion and commitment. #TheDriveWithin campaign, is yet another initiative by Hyundai to inspire athletes with true stories of Indian Women Cricketers, showcasing their grit and determination to succeed.”
#TheDriveWithin campaign will run from March to April, showcasing Hyundai’s commitment to inspire women athletes and celebrate International Women’s Day, according to the brand.
Mumbai: Good dogs can make bad decisions. With this thought in mind, Future Generali India Insurance (FGII) has launched a digital campaign called ‘Oh My Dog!’ to create awareness around the importance of purchasing dog health insurance cover towards protecting our furry friends.
With FG Dog Health Cover, dog parents will be able to choose their veterinarian, budget their pet care costs, and avoid dipping into their emergency funds all the while giving their dogs the care that they deserve, according to the brand.
The 360-degree digital campaign, conceptualised by Mullen Lintas, aims to strike a chord with dog lovers by bringing out quirky, yet relatable moments that they might have witnessed as a dog parent. The ad film showcases how dogs can often go barking up the wrong tree or hurt themselves frolicking in the mess. Which is why they need to be protected just like one would protect their families against uncertainties.
“Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it’s something that works across borders,” noted Mullen Lintas chief creative officer Garima Khandelwal.
On the launch of the campaign, Future Generali India Insurance chief marketing officer Ruchika Malhan Varma shared, “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realised the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family.”
“However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive,” she added.
To drive home the point, FGII is kicking up a storm on both Twitter and Instagram. For its Twitter campaign it has roped in celebrities who are known for their affection towards their furry friends. On Instagram, the company is engaging followers with a filter-based idea to capture the funny thoughts of their dogs in a thought bubble.
Mumbai: Group health insurance provider Loop announced its rebranding to renew its corporate vision and usher in the next phase of rapid growth. Building on this new brand identity, Loop has signed on actor and celebrity entrepreneur Kunal Kapoor as the face of its first-ever campaign.
The refreshed logo, colour palette, imagery and website reflects the growth and evolution of Loop since its inception in 2018 while also symbolising the future vision of the primary care provider with an in-house medical team, according to the brand.
“Our business is growing and evolving since we launched in 2018, and we felt it is time for an overhaul,” said Loop co-founder and CRO Amrit Singh on the rebranding. “We analysed our values as an organisation and created a brand identity that reflects those values. The refreshed logo broadens our brand identity to encapsulate all that our brand stands for today and symbolise our future. The rebranding aims to break through the clutter while depicting the modern feel of our services.”
In Loop’s new ad film, Kunal Kapoor dons the persona of an HR head faced with a choice for picking a partner for employee healthcare benefits that, according to his employees, is a super easy one. In another ad film, his character talks directly to the millions of HR professionals in India about why selecting Loop is the right choice.
Kapoor is the co-founder of Ketto, a crowdfunding platform that provides fundraising assistance for the healthcare needs of the needy. Last year, Kapoor chose Loop as Ketto’s healthcare partner to provide health benefits for their 200+ employees.
“We are at a stage in our growth where it is essential to convey our unique vision and purpose to HR professionals and employees across the board,” said Amrit Singh. “With this ambition, we launched our campaign starring Kunal Kapoor, who is first a happy client and then the face of our campaign. He was a part of our ecosystem as a Loop member and had the opportunity to experience Loop’s benefits first-hand, putting him in a unique position to accurately convey our vision and purpose,” he added.
Commenting on the campaign Kunal Kapoor said, “The Loop team is building something really special. They are on a mission to fix healthcare in India starting with group insurance benefits. I was impressed with Mayank’s vision and his unique approach to this market. Working with them on this campaign was a natural fit for me and I’m excited to watch them grow.”
Mumbai: Taiwanese tech giant Asus India has released a new brand campaign called #WhoWatchesTV to showcase its latest innovation of portable TV viewing experience. The brand campaign is aimed at untangling people from their traditional TV screens without breaking that bond.
“Television holds a strong relationship with Indian households, being synonymous with ‘family time.’ All 90’s or 2000s kids can easily recollect some of their favourite TV shows, and how they reacted when someone interrupted their TV time. #WhoWatchesTV campaign urges consumers to resolve these interruptions by upgrading to Asus’ innovative product #YourOLEDTV that would offer an uninterrupted experience while allowing them to carry their TV wherever they go,” said the brand in a statement.
As part of a social experiment, the campaign brings together content creators Funcho, Anam Darbar, Abhishek Nigam, and TV actor Arifsha Khan to capture people’s emotions when their TV time is interrupted, thereby emphasising the importance of a more portable way of watching television which is also aligned with the new normal. The campaign will be live across Asus’ digital as well as social media channels.
“TV has always been the core source of entertainment for all of us. We at Asus believe in constantly revamping consumers’ experience through our innovation and allowing consumers to do what they love, more innovatively,” said Asus India business head of consumer and gaming PC, system business group Arnold Su. “Our latest campaign #WhoWatchesTV celebrates the emotional relationship we hold with television; it’s more of a companion and we want it to resonate with all age groups. Through this campaign, we urge everyone to reconnect with their inner child who would never compromise on its screen time by continuing to watch the favourite show on #YourOLEDTV.”
Mumbai: Growing older comes with pre-conceived notions of ‘acting your age’ that one has been societally conditioned towards. But it is indeed the moments of letting the inner child out in spontaneous abandon that make our lives fuller. Surf Excel uses this thought in its latest Holi campaign to bolster its ‘Daag Achhe Hain’ brand proposition. The new TVC seeks to inspire us to keep our inner child alive and give into these playful impulses.
The 360 degree campaign film crafted by Carlos Creatives showcases a heart-warming bond between a little girl and aunt, with the former wanting to include her aunt in the animated festive celebration amongst children. When the little girl insists that her aunt join them, the aunt moves away, saying it’s not her age to play like them. How the child convinces the lady to drop her inhibitions and join in the fun and experience pure child-like glee forms the essence of the ad film. The film accompanied with the message ‘Jo Rang Bachpan Lautaye, Woh Rang Achhe Hain’ makes us examine the boundaries that keep us away from finding the joy of reliving our childhood.
“This year we wanted to steer our ‘Daag Achhe Hain’ towards bringing the inner child within each of us to life, and experiencing the joy of child-like abandon,” said Hindustan Unilever home care executive director Prabha Narasimhan, commenting on the launch of the campaign. “With our latest TVC campaign we aim to strike an emotional chord in a slice-of-life context that appeals to every adult. While the context in the film is that of Holi, the message is an all-pervasive one. We hope our consumers connect with it as much as we did while conceptualising it.”
The campaign goes live across TV and outdoor media from 1 March.
Mumbai: Homegrown FMCG brand Mamaearth has launched its latest national television advertisement for its new Ubtan Face Wash, featuring Shilpa Shetty Kundra. The TV commercial highlights the goodness of natural ingredients in the face wash giving ‘Shaadi Wala Glow Everyday.’
The film conceptualised by Korra Worldwide attempts to capture the essence of the brand’s unique proposition. Featuring Shilpa Shetty Kundra, the film is set up on the premise of a Haldi ceremony happening before the wedding for the bride and groom. The bride compliments Shilpa’s glow and teases her saying that it seems like she hosts multiple Haldi ceremonies, to which Shilpa responds confidently that her Haldi ceremony happens every day, thanks to the new Ubtan Face Wash with the ‘natural goodness of turmeric and saffron’ that help remove tan leaving behind radiant skin. The film closes with the brand’s ‘no-toxin’ proposition giving the perfect ‘Shaadi Wala Glow Everyday.’
“The need to look your best is never felt more than on your wedding day and one regime closely linked to this occasion is the use of Ubtan to attain flawless glow,” said Korra chief executive officer Gaurav Nabh, commenting on the campaign. “Our latest work leverages this insight where we see Shilpa interacting with her friend talking about her flawless glow thanks to Mamaearth’s new Ubtan face wash. We are proud of this latest work by Korra as we continue to build the Mamaearth brand on the back of real consumer insights and stories, endorsed by Mamaearth’s biggest fan Shilpa”.
Commenting on the campaign, Mamaearth co-founder and CIO Ghazal Alagh said, “The Haldi ceremony before the wedding is an extremely important event for every bride and groom. They mask themselves with the Haldi ubtan to look radiant and glowing on their big day. Through this TV Commercial, we are trying to build synergies between the traditional Haldi ubtan and Mamaearth Ubtan face wash and we hope this thought resonates with our consumers and they come forward and choose #ShaadiWalaGlowEveryday, naturally with Mamaearth.”
Korra chief creative officer Deepak Kumar added, “Ubtan glow and Indian weddings go hand in hand and that’s why we love our wedding rituals and ceremonies. But don’t all of us wish for that glow to last beyond the wedding season? We wanted to tell everyone how easy it is to get the same wedding glow, every day through this cute and fun-loving film. And with Shilpa playing a bestie to the bride, it makes the simple slice of life film nothing but more beautiful.”
The film is a 30 second TV commercial. Mamaearth has created another edit of 15 seconds to showcase the banter between the wedding attendees.
