ITV

Tag: new brand campaign

  • Limca unveils new brand campaign for summer

    MUMBAI: Soft drink brand Limca has launched its new campaign for the summer season- Limca Fresh Ho Jao.

    The new campaign presents the Lime ‘n’ Lemony message in a new manner. As part of the campaign, a 40 second ad is on air. The TVC features actress Riya Sen.
     
     
    The new Limca Fresh Ho Jao campaign is a natural progression from the earlier Mazaa Taazgi Ka campaign of last year. With Mazaa Taazgi Ka, it positioned itself as a ‘Freshness’ brand. The Fresh Ho Jao campaign takes the same forward to further establish Limca as the provider of freshness, energy and fun. Limca adds that the new campaign breaks new ground by presenting the entire thought in a more call to action format.
     
     
    Coca Cola India VP Vikas Gupta says, “The new Limca Fresh Ho Jao campaign aptly expresses the feeling of youthfulness and freshness. The message and the entire visualisation of the campaign effectively captures the revitalising freshness offered by Limca to its consumers.”  
     
    Limca claims to have 11 per cent share of the total soft drinks market in India and has doubled its volume growth in last three years. Limca was born in 1971.
     

     

  • Shoppers’ Stop unveils new brand campaign

    MUMBAI: Retail company Shoppers’ Stop has unveiled its new brand campaign with a series of monochrome print and outdoor executions.

     

    The company claims that the campaign takes the brand’s distinctive, signature black and white look to the next level. It also sports the brand’s new tag line Shopping. And Beyond. This is an evolution of the earlier tag line Feel the experience. While you shop.

    The company adds that the move marks the beginning of an image makeover for the brand, without moving away from the core brand ethos. Shoppers’ Stop now aims at redefining the shopping experience by injecting it with a dynamic fashion quotient. The new communication aims at driving home the fact that Shoppers’ Stop is the ‘one-stop’ shop that constantly innovates to cater to the evolving needs of the present day consumer.

     
     
    Shopper’s Stop MD and CEO B.S. Nagesh says, “Shoppers’ Stop as a brand has always been about experience. However, time has seen the entry of many other players who also offer experience. Be it a mall, a multiplex, a bookstore or a coffee café, even fine dining experiences. In such a scenario it is essential to constantly innovate and redefine ourselves so as to stay relevant to our constantly evolving customers.
    “Shoppers’ Stop was born in an era where retail in India was largely unorganized and hence the consumer looked for reliability, safety, comfort, range within a basic one stop shop format. Simply put, that was a time when people were still just ‘buying’ things they needed, as opposed to ‘shopping’. The out of the home lifestyle experience was pioneered by Shoppers’ Stop in India, heralding a shift from ‘buying’ to ‘shopping’.

    “At such a time the promise of a lazy, luxurious shopping experience was considered a value add. Today however consumer needs have evolved. People have time to spend. And they have money to spend. Increased exposure to international retail brands has also led to a stage where features like safety, range, one stop shop and ambience are now taken for granted.

    “What our consumer now looks for is constant innovation be it in fashion or experience. He looks for an experience that is at par with what any international brand can offer”

     
     
    Contract Advertising VP and creative head – Mumbai Raj Nair said, “The foremost objective of the campaign was to make Shoppers’ Stop a fashionable, highly desirable consideration in the eyes of today’s shopper. If you ask yourself the question, what is it you look for as a shopper? Are you just looking for a shirt? Or a dress? Or a bottle of perfume? Or a pair of shoes? Is it just an item you pick off the shelf? The insightful truth is, you buy into an attitude. Something that serves a larger purpose.

    “For instance, a suit that helps you create an extremely favourable impression. Or a dress that gives you a sense of control. Hence the new tagline -Shopping. And beyond. And when you add the non shopping experiences such as a coffee shop, a book store, a play pen for kids, a hair salon, a First Citizens lounge, then the tagline assumes an even larger significance.

    “We took this emotion and imbibed it with panache and an extremely fashionable core. Of course, the use of black and white serves to further highlight the high style quotient, the premium stand-out-ness and the leadership status of the brand.”

    Shoppers’ Stop launched the moods campaign in 2002 which aimed at capturing different needs of the customers for different occasions. Their campaign in 2003 positioned Shoppers’ Stop as the one stop shop with a wide range and depth.

  • Max New York Life unveils new brand campaign

    MUMBAI: Max New York Life has launched its new campaign featuring its brand ambassador and the captain of the Indian cricket team, Rahul Dravid. The campaign underscores the need for quality advice that enables customers to make the decision to buy life insurance.
     

     
    The campaign, which primarily uses television to start with and communicates the message through as many as eight different slick 30-seconders, is humorous in style and appeals to different regional customer segments, states an official release.
    The Max New York Life campaign debuts on Ten Sports with the start of the new cricket season with the tri-series in Sri Lanka, involving India, West Indies and the hosts. The advertisements will be shown on targeted programming on many popular television channels over the next few months. The campaign will also be used in outdoor, cinema and cable networks over time.

     
     
    The “Quality of Advice” campaign is Max New York Life’s second on television. The first campaign served to introduce the Max New York Life and the heritage of its global parent in the Indian marketplace by positioning life insurance as an instrument that could enable customers to make their wishes come true. The “Quality of Advice” films are directed by Ram Madhwani, one of India’s most talented film-makers, the release adds.
    Announcing the campaign launch, director of Marketing for Max New York Life Debashis Sarkar said: “The new brand communication strengthens our brand positioning as a “life insurance expert” with quality of advice to customers as the key proposition. Our agent advisors are widely recognized as the best in the Indian marketplace. They are carefully selected and are well-trained to build enduring relationships with their customers. We saw the campaign as a great opportunity to strengthen the brand using different humorous situational episodes, together with the integrity and solidity associated with Rahul Dravid.”

     
     
    The advertising films make effective use of the audio-visual medium to position Max New York Life as solid, humane, dependable and an inspiring life insurance company. Ram Madhwani, the director of the films, said: “The challenge was to create films that told a wacky story and yet effectively mirrored the brand personality of both Max New York Life and Rahul Dravid. The films have come together as well as they have because of the great work of each member of the film-making team. Hands-down, they were the key ingredients in making the films what they are.”

    In addition to Madhwani, the team that made the “Quality of Advice” commercials included producer Manoj Shroff, art director Indrani Mukherji, cinematographer Vijay Khambati and musician Amartya Rahut.

  • AOL’s new brand campaign in the US

    MUMBAI: “Want a better Internet?” That’s the question America Online is asking in a new brand campaign in the US.
     
     
    The new ad campaign is intended to reposition America Online as the service that is truly on the side of the online consumer. Print ads in leading American newspapers outline AOL’s commitments to its members. AOL has also announced the first redesign of its logo since 1991, which among other things gives the familiar triangle a more up-to-date look.
     
     

    The initial print ad, by The Martin Agency, explains eight commitments AOL is making to its members. “Today,” the ad says, “we’re announcing a series of commitments that will drive our employees to one common goal: to make life online better for our members, and in so doing, to improve their lives.”

    From today 11 October, a series of television ads by BBDO debut. The commercials bring AOL’s commitments to life by highlighting the company’s relationship with its members in a more personal way.
     
     

    In one of the TVCs shot on the AOL campus in Dulles, Virginia, an office receptionist looks up to see that a huge crowd of AOL members has turned up at headquarters with ideas on how to make the Internet better. In the second ad, an individual AOL member comes to talk with executives about how to improve the Internet. The executives wholeheartedly welcome her ideas.

    Additional episodes will follow, all featuring interactions between “employees” and “members” that show how AOL is listening to members and is committed to being on their side. The ads end with the tag: “Want a better Internet? America Online. Broadband, Wireless, Dialup” to remind consumers that AOL serves members however they connect to the Internet. The ads will air during primetime, late night and cable, with accompanying print and radio.