NEW DELHI: Sports is the top gainer for week 50, 2020 of Chrome Data Analytics and Media data. The genre clocked a marginal growth of 0.16 per cent.
In this category, DD Sports has gained the highest OTS with 97 per cent in All India 1 lakh + market. OTS is the actual census-based percentage connectivity of a channel spread across 81 million homes, as reported by Chrome DM, across analogue cable, digital cable, and DTH.
This week, the religious genre has emerged as a close second on the top gainers list with a marginal growth of 0.12 per cent in the all India market. In this genre, Sanskar has gained the highest OTS with 97.3 per cent.
New Delhi: 2020 has been an extremely challenging year for the advertising industry — in the wake of the pandemic, marketing budgets were slashed, teams had to adapt to new ways of working from home in no time and deliver to clients, and business priorities and plans had to be redefined because no planner and strategists could foresee the Covid impact on businesses.
Despite all the odds, industry professionals have relentlessly worked hard and come up with great campaigns that have been able to move the masses and change brand perceptions.
Indiantelevision.com’s Devesh Gupta spoke to dentsu Impact president Amit Wadhwa on what he thinks about 2020, how advertising industry has adapted to new norms, client expectations during this time, how pandemic has impacted creativity and what is the way forward.
Excerpts:
On year 2020 for advertising agencies.
It has been a year that no one ever imagined and for not the best of reasons. It’s been a year where a lot of things were tried and tested not because people wanted to but because they had no options. Ironically, a lot of our presentations had ‘Vision 2020’ but it soon turned into ‘Mission 2020’. It’s been a tough year but good in a sense that it pushed people to think, try and do new things.
On seeking positivity.
Nothing we had planned happened the way we had planned. So the question was, if you have to sail through in the best possible way, how would you do that and in the bargain see what all you need as an individual to get better, learn new things and get the organisation moving. There was some fire-fighting and a bit of self-reflection.
dentsu Impact was already moving into the digital space and that helped us as we hastened the process far more quickly and almost 95 per cent workforce is digitally savvy. We now handle the digital mandate of all our businesses, and that actually helped us sail through this year.
On the new normal for agency businesses,
There is nothing normal, everyday is different.
From a business point of view, managing the numbers itself and the innovative ways we are deploying to do that. We are not sitting in but are aggressively going after the businesses. We are looking at growing the business in a different vertical. For instance, we were handling creative and media, then decided to also take care of digital creative and media and use this opportunity to strengthen and grow.
On the people front, work from home seems like bliss but it is tough. Working hours have crept into late nights and weekends. We are trying to do whatever we can at our end to ensure people are taken care of in whatever way we can — that’s another big challenge faced by organisations.
On pandemic changing the creative business.
There are two sides to it. We are running our business very creatively as we never thought we would operate with everyone sitting at home. And even with such challenges, we put a strong performance. We found creative ways of tackling things.
Initially, it was a bit of a daze, that what has hit us, and the idea was to survive and stay afloat. Slowly, people got into a rhythm, started figuring things out, and realised that it is creativity that will keep us going. One good idea from the team brings happiness for the group (even more than what we used to feel in the pre-Covid days). These times have propelled us to push more for it.
I agree that creative business is about sitting together and brainstorming ideas. Having said that I think that creative people have taken bigger onus for themselves to ensure they crack great ideas. We have seen some great concepts of late and I think that it’s because they are pushing themselves to do it. They are also figuring out ways of brainstorming – calls, crash on ideas, feedback, but I think they pushed a lot and a lot of respect for that.
On client expectations.
At the end of the day, they are also running a business. Having said that everyone has a human side to him or her and they also realise the situation. For instance, we did a no-work Wednesday at dentsu Impact and informed the clients before hand, and they supported it. We managed to give an off to people. Had they not supported us, it would have not been possible.
They have expectations from us. There is a dire need from our end to deliver on that. The good part is that there are people on both sides who understand each other. So, we are figuring out our own balance.
On the year 2020 for dentsu Impact.
It has been a good year. We have managed some new businesses and consolidated some great wins. We extended our relationship clients on different fronts. Initially, April and May was tough then slowly things picked up. During the lockdown too, we won a business, which was great. We have been aggressive and held on to our existing businesses.
So, approximately 15 per cent of the total revenue this year is coming from the new business wins.
On margins for creative agencies this year.
For the first two months (April – May), margins took a dip but we took cost-control measures and overall we have done a good job. Now, more or less, we are back to the pre-Covid levels.
On top priorities for dentsu Impact this year (once Covid hit).
Business continuity and people were our biggest priority. We have a way of working in advertising which was not going to be the same as people were moving home. We had to set up connectivity, machines in people’s houses, and most importantly had to deliver to clients because we are committed to them.
The second was people as they were going into different scenarios of work as to how you could keep everyone engaged.
On the future of agency culture.
If I say everything is normal and right, it would not be true. Some people who joined after lockdown, I have only seen them on video calls but haven’t met them in person. I love to meet, interact and discuss things with people and I honestly miss that. We are finding ways to do different things. For instance, we had some amazing pitches during this time and I could not imagine us pitching so fantastically where everything went like clockwork. For sure its not 100 per cent normal but the fun is in inventing new things right now.
NEW DELHI: Pepsi been focusing on the reduced prices of its SKUs in its new ad campaigns.
During the IPL, the brand released #BadiPepsiBadaSwag campaign with star endorser Salman Khan talking about how the 1.25 litre bottle now costs only Rs 50. The creative was pushed across all mediums and with Khan at the helm, the message reached to larger audiences.
Now, the brand has launched an ad spot that aims to communicate that its 600 ml SKU is now priced at Rs 30 instead of Rs 35. Both the campaigns are under the #Swag umbrella.
The new film showcases Shroff trying to impress Patani with the help of the new Pepsi friendship pack and oodles of swag. The duo engages in fun banter, with Patani saying at the end, “Impress hi karoge ya Pepsi bhi pilaoge.”
The campaign is based on the simple belief that friends come together and look for effortless ways to add memorable moments to each other’s life.
PepsiCo India director – marketing, hydration and cola Tarun Bhagat said, “Pepsi understands the pulse of the young generation and believes in creating campaigns that are most relatable to the youth. The new ad featuring Disha and Tiger reflects the confidence and irreverence that friends share between themselves. With the intent to celebrate the emotion of friendship, Pepsi has also launched a special pack that friends can enjoy together.”
Shroff said, “It's an absolute pleasure to join Pepsi to celebrate the undying spirit of friendship and swag and to translate those emotions through our fun new film. It’s been great to share screen space with Disha and working with Ahmed sir is always an amazing experience."
Patani added, “Everything about this new film is about swag and friendship. It is relatable, fun and will resonate with the youth. Working with Tiger and Pepsi has always been a wonderful experience and we are hopeful that our audiences will show love to this campaign as well.”
The new campaign is amplified extensively across TV, digital, outdoor, and social media.
Pepsi brought on Shroff, Patani and Khan as brand ambassadors in 2019 and has done a massive #Swag campaign with them.
The films are clearly aimed at drawing a differentiation in terms of pricing with its arch rival Coca Cola, which sells its 1.25 litre SKU at Rs 65 and 750 ml SKU at Rs 40 in retail outlets.
Traditionally, the two players have been in a fierce battle to acquire a leadership position in the market and spend huge amounts on marketing and advertising.
MUMBAI: Consumer requirements from their painting partners have evolved dramatically due to the ongoing pandemic. From finalising the perfect shade combinations, to following all the safety protocols and painting processes, to ensure a flawless look, the steps are numerous and chances of getting overwhelmed are fairly high.
Asian Paints understands these evolving requirements and consumer concerns on painting their homes amidst the pandemic well. Hence, it has offered consumers a supervised ‘Safe Painting Service.’
With Asian Paints Safe Painting Service, one can be rest assured their home is in safe and expert hands. This service provides a dedicated supervisor who ensures all safety protocols are maintained, and thorough site sanitisation is conducted. Under his supervision, the team of painters use the latest mechanised tools to deliver a flawless finish.
In a brand new TVC developed by Ogilvy Mumbai, this proposition is told through a funny story of a couple, their inquisitive neighbour and the Asian Paints Safe Painting Service Supervisor who is taking care of everything.
The campaign, devised for consumers in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana, has a mix of TVC, trade, digital and social media assets.
Asian Paints MD and CEO Amit Syngle said, “Asian Paints has always been at the forefront of ensuring a hassle-free and great painting experience. With this new TVC, we want to ease all concerns people may have with respect to painting their walls and giving their homes a beautiful new look, without any apprehensions and with complete peace of mind. People can be rest assured that with a trusted brand like Asian Paints, the Safe Painting Service is the best in safety standards and home aesthetics. They can reimagine their homes and make them breathtakingly beautiful for the festive season.”
Ogilvy CSO Prem Narayan said, “There is a strong emotional need amongst people to paint their homes to brighten the spirits and bring happiness. However, there is also the need of getting it done safely. Asian Paints fulfils that need brilliantly through the Supervised Safe Painting service. Its real differentiator is the 'supervisor'. Someone who takes the worry of ensuring things are done properly and safely, on their shoulders, rather than leave it to the customer. This advertisement builds on a local phrase ellam avar pattupar, which is used colloquially to say 'HE' will take care of everything. We feel communicating this will create awareness and convince a lot of people in Tamil Nadu to paint their homes now and bring the brightness and happiness they so eagerly seek leading up to Pongal.”
Mumbai: Tata Motors, along with its channel partners, has launched the ‘Go Green’ initiative in line with its commitment to environmental sustainability. Under this initiative, Tata Motors, in association with an NGO, will plant a sapling for the sale of every new commercial vehicle and for every new customer who gets their vehicle serviced at the company’s dealer workshop and Tata authorised service station. The company will nurture the sapling and bestow the customer with a certificate and a link with the geotagged location of the plantation, thereby allowing the customer to monitor its status.
The initiative will ensure the best health of these newly-planted saplings, which will include a variety of diverse species of fruit-bearing, medicinal and native trees. The plantation will be spread across various locations in over 10 states of the country, thereby adding to the green cover of the country.
Tata Motors VP- sales and marketing, commercial vehicle business unit Rajesh Kaul said, “Environment sustainability is at the core of what we do at Tata Motors, its energy efficient manufacturing practices and environment friendly product offerings are a testament to this. We are pleased to announce this collaboration with SankalpTaru where we are actively engaging with the large base of consumers that the company caters to, in tree plantation drives. Tata Motors will continue to stay abreast of evolving needs in the best interest of future generations, constantly devising unique, sustainable, and future-ready solutions to tackle pressing problems.”
Tata Motors, as one of the leading companies in the country, is uniquely positioned to create sustainable positive environmental impact. The company is constantly advancing environmental innovation and systematically reducing environmental impact, by assessing its footprint across the whole lifecycle and value chain of its products. The recently launched state-of-art BS6 product range assures significantly reduced tail-pipe emissions and attests to the company’s commitment towards climate resilience. Tata Motors is actively working towards a low-carbon strategy and has been leading the charge of environment-friendly alternate fuel mobility in the country. As a ‘Future Ready’ responsible corporate and a signatory of the RE100 initiative, Tata Motors aims to source 100 per cent renewable electricity by 2030.
NEW DELHI: GSK Consumer Healthcare has launched the first campaign for their denture care brand, Polident, in India. The ‘Eat, Speak & Smile with Confidence’ campaign attempts to create a relatable conversation with denture wearers to enjoy simple pleasures of life without worrying about dentures and associated social embarrassment – thus, bringing out the benefits of using the denture care brand.
People with dentures constantly worry about embarrassing social situations that they might experience because of their dentures. This leads them to be alert and vigilant even while enjoying simple happy moments that life has to offer– like eating their favourite foods, speaking or even laughing in front of others.
The film starts with a man in his early 50s meeting a friend during an everyday social occasion. When offered a hard food like chakli or murukku, the host cautions him to be careful with dentures. The guest meanwhile confidently bites into the food and proudly announces that he enjoys his food without worrying about dentures, as Polident holds his dentures in place all day long.
Through a relatable situation, the campaign creates awareness that one is not alone in dealing with their dentures, be it partial or a full denture. It also shows the benefits of Polident denture fixative – in ensuring a secure fit, which enables denture wearers to live confidently without concerns. The campaign has been launched as a television commercial and a digital film.
GSK Consumer Healthcare Area marketing lead- oral health Anurita Chopra elaborated, “Today, one out of every seven Indian above the age of 45 wears a denture and majority of them are unaware of products that can help them take care of their dentures. Through this campaign, we want to create awareness about Polident Denture Fixative product in a simple, relatable way. The campaign aims to position Polident as the new age companion for denture wearers, enabling them to enjoy simple pleasures of life without worrying about dentures.”
Polident is the global leader in the denture care category and offers products to improve comfort, hygiene and oral health of people who wear dentures. Polident Denture Fixative cream was launched last month in India by GSK to strengthen its oral care portfolio, which already consists of the Sensodyne range of toothpaste and toothbrushes.
New Delhi: Wavemaker India today announced that it has retained media duties for Perfetti Van Melle. Wavemaker has been furthermore entrusted with integrated media duties for Perfetti Van Melle India.
Wavemaker India has been the media agency on records since 2006 in India. The multi-agency pitch saw participation from other leading agencies. The account will continue to be handled out of Gurugram office.
PVM director marketing Rohit Kapoor said, “Wavemaker has been a trusted partner for nearly 14 years now and we are delighted that our partnership will start its 3rd innings after a well contested integrated media pitch process. Wavemaker has over the years played a significant role in our success and we hope this innings will be an equally good one for both of us.”
Wavemaker CEO – South Asia Ajay Gupte expressed, “We are extremely thrilled to renew our relationship with Perfetti Van Melle. It is a matter of great pride to win additional mandate of integrated media and continue the traditional media mandate. I am confident with our new operating system, newer models in analytics, e-commerce and media we will be able to unlock growth and drive further efficiency to the brand”.
In addition, Wavemaker has been appointed by the sweets giant to handle the account in other main markets US, China, Netherlands – as well as in the UK, MENA, Belgium, Turkey and Indonesia – after a series of local pitches held throughout 2020. Wavemaker now handles 85 per cent of Perfetti Van Melle’s global media spend.
Wavemaker chief client officer and Head – North & East Manso Datta said, “This is an extremely exciting moment for us. To renew our 14 year long relationship and get entrusted with additional digital mandate over our core media mandate is a testament of the existing equity we enjoy with PVML along with our expertise and competency on digital media . We eagerly look forward to creating innovative and award-winning work for Perfetti Van Melle”.
Perfetti Van Melle is one of the world’s largest manufacturer and distributors of confectionery and chewing gum. Perfetti Van Melle India is the manufacturer of the brands like Mentos, Alpenliebe, Chupa Chups, Center Fresh, Happydent, Center Fruit and many more.
NEW DELHI: Over the years, Cadbury 5 Star has come up with a few memorable campaigns that immediately lights the bulb of brand recall among consumers. From the humorous Ramesh-Suresh TVCs to the quirky Do Nothing films, the brand always thinks up something out of the box. Now, Five Star has partnered with Google Assistant for its latest campaign ‘Ok Google Eat a 5 Star’. It urges audiences to say eat a 5 Star on their Google Assistant, which then further activates the Do Nothing mode on the device.
Once the mode is activated, every further command that you give to it such as open app, call a friend, find a number etc is reverted with a different message that actually asks you to stop, take a break and chill for a bit.
The assistant reacts differently to different users. The idea was to come up with personalised answers for the audiences.
The innovative campaign is executed by Wavemaker India, Ogilvy India and team Google, and is being amplified via social mediums.
The brand has also released a film for it.
5 Star first launched its Do Nothing campaign in early 2020. The film opened with an aged woman asking a young boy to pick up her walking stick that's falls on the road while she is sitting on a roadside bench. Lost in the 5 Star bar he’s eating, he responds with 'Ji Maaji' but does not move. As the old lady gets up to pick the stick herself, a grand piano falls at the very spot where she was sitting. The lady ends up thanking the boy for not doing anything.
It launched another film in September where in an office scenario, three young executives are working late with their boss at night. The latter cracks jokes and the first two execs share a laugh, however, the third exec is preoccupied with his 5 Star bar and forgets to pretend to laugh at the jokes. In the end, he is relieved of his duties and gets to return home while others continue to work.
NEW DELHI: To mark the 20th anniversary of its flagship product- Activa, Honda Motorcycle and Scooter India in association with dentsu One, has launched a special campaign to introduce the recently unveiled Activa 6G 20th Anniversary Limited Edition.
It is pertinent to note here that since its inception in 2001, Activa has consistently reactivated the scooter segment, and with every generation, continues to change the way India rides.
Preciously curated for customers, the 20th Anniversary Edition of Activa 6G gets distinctive design cues that accentuate its overall royal appeal. Two new colour schemes, Matte Mature Brown and Pearl Nightstar Black, matched with rear grab rails, make this limited edition a sure head-turner. The shiny embossed 20th-year anniversary logo and the precious golden Activa emblem make it instantly recognisable, and adding more visual drama to the overall design are stylish graphics. Additionally, the firm road grip is jazzed up with black steel wheels on both front and rear. Further accentuating the modern looks are the brown inner cover and seat.
Conceptualised and executed by dentsu One, the campaign aims to celebrate 20 years of priceless love and togetherness between Activa and its customers. The campaign personifies this love by capturing the precious relationship of a husband and wife on their anniversary, when the husband surprises her by bringing home the all-new limited edition of Activa 6G and says ‘Ek Naya Safar Shuru Karein!’
The video ends with a heartfelt message that commemorates the 20-year long relationship of Honda’s Activa with its customers that have become even more precious with the Activa 6G anniversary edition.
HMSI director sales and marketing Yadvinder Singh Guleria commented, “We are extremely happy and proud as we celebrate the 20th anniversary of Activa. It is a celebration time for us and our extended family of more than two crore satisfied customers who have made Activa a part of their daily lives. The campaign presents the emotional connection between our customers and their beloved Activa, which gets a makeover to celebrate this special occasion. The distinctive gold embossed Activa logo of the 20th anniversary edition is the highlight and makes it worthy of a collector’s must-have.”
dentsu One NCD Titus Upputuru said, “I am grateful for the opportunity to work on this special campaign. Twenty years is a long journey and Activa is so special. ‘Zindagi do pahiyon se chalti hai’…and we wanted to celebrate this journey of two decades with a special story that not only reflects on the beautiful past but shows the promise of a special future. We thought it would be great to see the journey through the eyes of the husband even as he recreates the couple’s very first interaction inside the college library. It was good fun bringing the playful script to life.”
“Activa is not just a scooter brand for millions but a treasure of memories. Most of India would have taken a ride on an Activa since its launch in 2001. People grew from infants to adults, young love birds to married couples and from parents to grandparents – with many beautiful and cherished memories with this brand. The 20 years’ anniversary edition of Activa marks this beautiful journey of a brand that has garnered the love and affection of Indians. The film shows the story of a couple that comes a full circle down memory lane with this anniversary edition. A lot of things in this long period might have changed but not the love, trust and this beautiful relationship with the brand,” added dentsu One EVP account management Abhinav Kaushik.
MUMBAI: Following a competitive multi-agency pitch, Tonic Worldwide has bagged the social media mandate for Warner Music India. This follows Warner Music Group’s expansion plans in the country as detailed earlier this year. The account will be handled from Tonic Worldwide's Mumbai office.
The agency will also help Warner Music India with digital strategy and execution to strengthen brand recall and build a strong community of digital followers.
Tonic Worldwide CSO Unmisha Bhatt said, “It is a pleasure to be associated with a global music brand like Warner Music. India is a country of music lovers and streaming services are witnessing unprecedented growth. Our strategic and creative strengths, together with the team's passion helped us win the mandate for this iconic brand. It is an exciting opportunity, and we are looking forward to creating a strong and engaging consumer base for them on digital platforms.”
