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Tag: Pond

  • Pond’s Cold Cream celebrates the magic of a ‘jhappi’

    Pond’s Cold Cream celebrates the magic of a ‘jhappi’

    MUMBAI: Pond’s Cold Cream has unveiled its brand campaign that leverages its legacy of trusted care. The TVC celebrates the magic of a ‘jhappi’. In Indian parlance, ‘jhappi’ means much more than a simple hug. It’s the embrace and protection that only a loved one can provide. Similarly, Pond’s Cold Cream provides the embrace of protection to the skin through its 10 essential nutrients and moisturisers.

    The objective of the campaign is to further evoke the emotional affinity the brand has enjoyed over decades in the market, instilling freshness to the idea of touchable, soft skin. The tone of the film is consciously positive and poetic. The moments between the mother, daughter and granddaughter cue protection and care through generations. In essence, it is exactly what the product does too.

    Ogilvy executive creative director Zenobia Pithawalla says, “The idea ‘Pond’s ki jhappi’ came from the core of the brand. ‘Jhappi’ meaning a hug, not only conveys the expert care and protection that the product provides in winter but also builds on the legacy of the brand. And ‘jhappis’ too, like Pond’s Cold Cream, are passed on from generation to generation.”

    Hindustan Unilever Ltd vice president, skincare and colours Prabha Narasimhan adds, “The idea of mothers receiving and passing on their love & care from one generation to the next – aap ko mila tohi aap ne diya Pond’s ka laad pyar perfectly reflecting the ethos of the brand and the Indian woman.”

  • Star India rakes in over Rs 100 crore from ISL Season 2 sponsorships

    Star India rakes in over Rs 100 crore from ISL Season 2 sponsorships

    MUMBAI: When the Indian Super League (ISL) launched last year with the ‘Let’s Football’ tag line, it created a significant buzz across the country. With many a ‘firsts’ like having Nicolas Anelka dribbling on Indian ground and Indian spectators getting an opportunity to witness living legends like Luis Garcia, Del Piero and Robert Pires playing in front of their eyes, 410 million people in India echoed ‘Let’s Football’ with Neeta Ambani and Star India CEO Uday Shankar.

     

    That said, the big looming question was: Was football a revenue generating asset for broadcasters? There is virtually no time for a single advertisement in either of the two 45 minutes halves, and in an era where constant partial attention is at its peak, for viewers to stick to same channel during half time break seemed to be an unrealistic proposition.

     

    Nonetheless, as the saying goes, “Where there is a will there is a way!” The second season of ISL, which kicked-off on 3 October on Star Sports, has already brought the broadcaster in excess of Rs 100 crore in revenue from multiple brand sponsorships.

     

    While before the season began, it was speculated that Star Sports head Nitin Kukreja and his team raked in close to Rs 97 crore excluding revenues from digital broadcast from ISL season 2, the figure has now crossed the Rs 100 crore mark.

     

    A source close to the development tells Indiantelevision.com, “The last minute inclusion of Servo as a sponsor has made the Rs 100 crore landmark look possible. The way Star has sold the inventory is an example for the industry. There were so many new avenues that opened up. If we include digital revenues, Star has easily crossed the Rs 100 crore mark.”

     

    Hero Motocorp, as the title sponsor, pays close to Rs 20 crore per year to Star. Apart from that, the channel has Maruti Suzuki, DHL, Pond’s Men, Gatorade, Flipkart, Servo, U Quit I Quit, Hewlett Packard, Puma, Volini, The Muthoot Group, Amul, Manyavar and Imperial Blue as advertisers in its kitty.

     

    DHL, the official partners of Manchester United and Bayern Munchen, has also joined hands with Star India to be the logistics and time partner. As a part of the partnership, DHL gets presence on the screen that shows time on ground.

     

    Speaking to Indiantelevision.com, DHL India country manager and senior vice president R S Subramaniam says, “Last year’s performance and prominence of the league was the main reason behind us joining the league. It is a one year deal that we have signed and we may renew it in the future too.”

        

    Mumbai City FC CEO and CAA Kwan COO Indranil Das Blah adds, “The league has kicked off to a flyer. Once the TV numbers are out, we will have a better understanding of the scenario. Overall, the on-ground interaction has gone up and so has the sponsor’s interest.”

     

    Mumbai City FC also witnessed a 20 per cent growth in terms of revenue generation as per sources.

     

    “Sports no longer is a sport on screen now. It’s all about packaging and Star, first with Pro Kabaddi League and now with ISL, has proved that smart packaging can make every sport lucrative. Revenue generation was never a concern this season. The concern was with expectations. Last year, ISL was a surprise. Now there is a burden of expectation and if the tourney fails to meet expectations, it would be considered as a flying bubble,” a senior media planner says on condition of anonymity.

     

    While it remains to be seen if the tournament will help India in becoming a footballing nation but the revenue created from the sport certainly creates new benchmarks. No doubt proper packaging and smart monetisation can make every sport lucrative.

  • Q1-2016: HUL y-o-y marketing spends up 22%

    Q1-2016: HUL y-o-y marketing spends up 22%

    BENGALURU:  Indian FMCG giant Hindustan Unilever Limited’s (HUL) Advertisement and Promotions expense (marketing spends, ASP) in Q1-2016 (quarter ended 30 June, 2015) was 22.1 per cent more at Rs 1153.39 crore (14.2 per cent of Total Income from operations or TIO, approximately $181.4 million) than the Rs 944.88 crore (12.2 per cent of TIO) in Q1-2015 and was 12.2 per cent more than the Rs 1027.89 crore (13.4 per cent of TIO) in Q4-2015.

    Note: (1) 100 lakh = 100,00,000 = 1 crore = 10 million.

    (2) All figures in this report are standalone figures filed by the company. The trends are based on the numbers submitted by the company or picked up from the company’s website. For performance of HUL’s various product lines please refer to the attached earnings release for Q1-2016.

    (3) The US dollar figures are approximately based on a conversion rate of 1US$ = Rs 63.57.The converted numbers have been rounded off.

    HUL chairman Harish Manwani said, “In a subdued market environment, the business delivered another quarter of healthy volume led growth and strong improvement in operating margin. We are particularly pleased with the stepped up momentum in personal products and the sustained double digit performance in packaged foods. With the near term outlook largely dependent on pickup in rural markets and commodity costs expected to remain benign with little or no price growth across select categories, our focus will be to drive market development and simultaneously deliver cost efficiencies to sustain profitable volume led growth.”

    Advertising and Sales Promotion trends

    As a matter of fact, HUL’s ASP in Q1-2016 is the highest during a 13 quarter period starting Q1-2013 until Q1-2016, both in terms of percentage of TIO and in absolute rupees. During the period under consideration in this report, ASP in absolute rupee spends shows a marked linear increasing trend, while ASP in percentage of TIO terms shows a slight linear increasing trend, though more marked than until the previous quarter. The company’s lowest ASP was in Q2-2013 at Rs 768.98 crore  (12.2 per cent of TIO) in absolute rupee spends during the period under consideration, while the lowest in terms of percentage of TIO was in Q4-2014 at 11.8 per cent of TIO (Rs 840.34 crore). Please refer to Fig A below.

    If the company follows the trends of the past three fiscals, at least one or more quarter in FY-2016 will see higher ASP in terms of absolute rupees than Q1-2016.

    HUL Revenue and PAT

    HUL reported five per cent growth in TIO in Q1-2016 at Rs 8105.13 crore as compared to the Rs 7716.34 crore in Q1-2015 and reported 5.6 per cent growth as compared to the Rs 7094.01 crore in the immediate trailing quarter. The company’s TIO shows a linear increasing trend as indicated by the broken blue trend line in Fig B below. TIO in Q1-2016 is the highest reported by the company during the 13 quarter period under consideration in this report.

    HUL’s PAT in Q1-2016 was almost flat (higher by 0.2 per cent) at Rs 1059.14 crore (13.1 per cent of TIO) as compared to the Rs 1056.85 crore (13.7 per cent of TIO) in the corresponding quarter of last year and was four per cent more than the Rs 1018.08 crore (13.3 per cent of TIO) in Q4-2015. During the period under consideration, HUL’s highest PAT was in Q1-2013 at Rs 1331.19 crore (20.9 per cent of TIO), both in terms of absolute rupees and in percentage of TIO. While PAT in absolute rupees shows a linear increasing trend as indicated by the broken pink trend line in Fig B below, while in terms of percentage of TIO, the linear trend is declining as indicated by the broken yellow line below.

    HUL Speak: Category and brand growth 

    HUL says that during Q1-2016, its domestic consumer business grew at five per cent, with six per cent underlying volume growth. The growth in the quarter was impacted by the phasing out of excise duty incentives and price de-growth, as the benefit of lower commodity costs was passed on to consumers.

    Soaps and Detergents

    In Skin Cleansing, the performance was driven by the premium segment, with Dove and Lifebuoy Handwash delivering strong growth.

    In Laundry, Surf maintained its strong volume led growth momentum with broad based double digit growth. Rin did well on the bars portfolio, while Comfort Fabric Conditioners delivered another quarter of high growth on sustained market development.

    In Household Care, Vim delivered double digit volume growth, driven by the tubs and liquids formats.

    The quarter witnessed further price deflation across these categories given benign input costs.

    Personal Products

    Skin Care delivered broad based volume led growth across Fair and Lovely, Pond’s, Lakme and Vaseline. Fair and Lovely saw an encouraging response to the newly launched BB cream. Pond’s performance was led by premium skin lightening and facewash while Lakme’s growth was buoyed by CC Cream, Perfect Radiance and new innovations.

    Hair Care maintained its strong volume led growth momentum. Dove growth accelerated further, while Clinic Plus, Sunsilk and TRESemmé continued to deliver robust growth.

    In Oral Care, Close Up grew in double digit, supported by impactful market activation. In Pepsodent, the Gum Care and Clove & Salt variants continued to do well, with the latter been extended nationally during the quarter.

    In Colour Cosmetics, Lakme sustained its strong innovation led performance across the core, Absolute and 9 to 5 ranges.

    Beverages

    Tea delivered double digit growth with healthy volumes, led by Red Label and another strong quarter on Lipton Green Tea. In Coffee, Bru Gold sustained its robust growth momentum.

    Packaged Foods

    Market development continues to be the key driver of growth in this segment says HUL. Kissan delivered one of its strongest quarters as growth accelerated across both ketchups and jams. Knorr grew despite a sharp market slowdown in the quarter, led by instant soups. Ice creams registered double digit growth, driven by sharper in-market execution on Kwality Walls and the extension of Magnum to new cities.

    Water

    Pureit sustained its growth ahead of a slowing durables market, with premium devices delivering another quarter of double digit growth. The category performance continued to be led by modern trade, ecommerce and Perfect Stores

    Click here to read the unaudited financial statement 

  • 5 best social media campaigns of 2014 from India: TeamPumpkin

    5 best social media campaigns of 2014 from India: TeamPumpkin

    You must have noticed #AlexFromTarget or #IceBucketChallenge being the runaway success of 2014 on social media, both originating in America.  India also has its share of viral trends as brands and non profits spent ever increasing portion of their resources on social media to gain eyeballs and engage with their customers.

    Every day people on Facebook, Twitter and other social media channels are bombarded with new hashtags, contests and other campaigns to hook them up to brand and social causes. While some campaigns stand out as trending content or on other form of social media metric, many sink without a trace.

    Here we present Our Choice of 5 Top Social Media Campaigns of 2014. While these have top of the chart social media metrics to boast, we have limited ourselves to the uniqueness of campaign and engagement it brought with targeted audience.

     

    Nat Geo Cover Shot

    National Geographic India launched “My Nat Geo Covershot” on Facebook and amplified the contest on other platforms to gives fans a chance to use their photography skills and get featured on cover of National Geographic. Fans had to upload the photos with suitable caption and also had the chance to win travel packages. The campaign was followed up with daily updates, status and prompt winner announcements. In this period the FB page of National Geographic received millions of likes and generated buzz for the channel.

    The USP of the Campaign: Using strength of Facebook as photo showcase platform.

    Happy New Year Movie

    Shah Rukh Khan’s ‘Happy New Year’ released its trailer on social media including Whatsapp. The fans on Twitter and Facebook also interacted with SRK, Deepika Padukone, Abhishek Bachchan, Boman Irani, Sonu Sood, Vivaan Shah and Farah Khan including receiving digigraph posters from Film’s official twitter handle. The film hogged the trending topics for many days with hashtags #HNYTrailer, #HNY, #Indiawale #HNYTeamRocksHouston and other related pieces of campaigns. While the star cast was a guaranteed viral generator for the film but the execution team worked well to bring everything under one cohesive plan and generating a heightened buzz before the release. It was reported that the film grossed more than Rs 200 crore during its run.

    The USP of the Campaign: Execution of mega launch with coverage across channels and geographies.

    Pond’s Selfie Ready

    Folks at Hindustan Lever commissioned this campaign to go with latest craze – Selfie. The insight was spot on that while clicking selfies, people are most conscious of their skin. Campaign planners then executed this well by having a microsite as well as using twitter, instagram, youtube and facebook. They gave out skin care tips and kept the interest growing by having a selfie song. The campaign ran for more than a month and remained one of the best remembered social media initiative by a brand this year.

    The USP of the Campaign: Deep Brand Insight and using that to build a cohesive campaign.

    Rice Bucket Challenge

    Close on the heels of Ice Bucket Challenge, The ‘rice bucket challenge’ was the innovative idea of Hyderabad-based Manju Latha Kalanidhi who posted the challenge and asked friends to cook or buy one bucketful of rice and feed the poor in the locality. It was later known that she is a journalist and reports on rice market. “I personally think the [Ice Bucket Challenge] is ideal for the American demographic, but in India, we have loads of other causes to promote”, she elaborated to online news outlet NPR. A facebook page dedicated to the challenge gained nearly 50,000 fans within 10 days besides scores of people from all walks of life donated to the cause and joined the campaign. It was widely covered by print & TV news outlets generating unprecedented buzz for this user generated initiative.

    The USP of the Campaign: Simple message and social Good.

    Gillette #MyRoleModel

    This year father’s day belonged to P&G as it launched Gillette #MyRoleModel campaign targeting Men of 15-45 year age group. The campaign was well executed and had a 360 degree approach with Hashtag embedded TVC, Blogger outreach, Contests and giveaways. The highlight was innovativeness of the selfie campaign where Father-Son duo can put shaving foam and share the picture to win prizes. It was well supported with offline activities where cricketers interacted with fans and chatted about their father being the role models. What helped the brand is that the lead endorser of the campaign Rahul Dravid is himself a role model and a campaign like this around him was sure to generate buzz across channels.

    The USP of the Campaign: 360 degree approach.

    While now you have a list of top 5 social Media Campaigns of 2014, we can’t resist mentioning one of our in house campaigns that generated similar buzz and engagement for one of our Client.

    Tangerine’s #TangerineColorsOfLife

    Tangerine, the newest buzz in the Home Fashion Industry, decided to change its positioning to “Colors of Life” in March 2014. Across a 3 month period – April-June, tangerine organised various activities, right from videos regarding some celebs talking about “What Colors Mean to them” to a 12 week long contest asking people what Colors mean to them. The campaign received a huge buzz on social media with more than 22000 entries across Facebook, Twitter, Instagram, Whatsapp and Phone. #TangerineColorOfLife hashtag also trended on Twitter for two continuous days. The campaign helped the brand in setting its new positioning correct in the minds of their target customers and also engaged the customers to a great level.

    The USP of the campaign: Simplicity and outreach through different channels of Social Media.

     

    (These are purely personal views of teampumpkin.com co-founder Swati Nathani and indiantelevision.com does not necessarily subscribe to these views.)

  • Fairness products can’t show dark skinned people as unattractive or unhappy

    Fairness products can’t show dark skinned people as unattractive or unhappy

    MUMBAI: For all those who are tired of watching fairness cream advertisements and the way they portray people with dark skin, some relief is here. The self-regulatory body for the advertising industry of the country, Advertising Standards Council of India (ASCI) released a set of final guidelines for the advertising of skin lightening and fairness products.

    Adding to the earlier draft, after seeking industry and public feedback, ASCI’s new guidelines will ensure that advertisements of skin whitening products do not depict people with dark skin as somehow inferior to fairer people.

    The guidelines that are to be used while creating and assessing advertisements in this category include:

    • Advertising should not communicate any discrimination as a result of skin colour. These ads should not reinforce negative social stereotyping on the basis of skin colour. Specifically, advertising should not directly or implicitly show people with darker skin as unattractive, unhappy, depressed or concerned. These ads should not portray people with darker skin as, at a disadvantage of any kind, or inferior, or unsuccessful in any aspect of life.

    • In the pre-usage depiction of product, special care should be taken to ensure that the expression of the model/s in the real and graphical representation should not be negative in a way which is widely seen as unattractive, unhappy, depressed or concerned.

    • Advertising should not associate darker or lighter colour skin with any particular socio-economic strata, caste, community, religion, profession or ethnicity.

    • Advertising should not perpetuate gender based discrimination because of skin colour.

    Commenting on the new guidelines, ASCI Chairman Partha Rakshit said, “Setting up these new guidelines for the skin lightening and fairness products will help advertisers comply with ASCI code’s Chapter III 1 b which states that advertisements should not deride any race, caste, colour, creed or nationality. Given how widespread the advertising for fairness and skin lightening products is and the concerns of different stakeholders in society, ASCI saw the need to set up specific guidelines for this product category.”

    “As a self-regulating body, it is important to have the advertisers’ buy-in to the guidelines, and we are happy to note that both the industry and the consumer activists’ groups have welcomed these guidelines” he added.

    Currently brands like ‘Fair & Lovely’, ‘Fair & Handsome’, ‘Clean and Clear Fairness Cream’, ‘Olay Natural White’, ‘Lakme Perfect Radiance’, ‘Pond’s White Beauty’, ‘Loreal Paris Pearl Perfect’ etc are advertising for skin lightening products.

  • Mudit Trivedi on board TBWA Delhi as client services director

    MUMBAI: TBWAIndia has brought on board Mudit Trivedi as client services director in order to further strengthen the team at its Delhi office. He comes in from JWT where he oversaw the Horlicks account.

    Trivedi has worked on various categories and brands such as L‘Oréal, Pond‘s, Reliance Life Insurance, Big Pictures, Big Cinemas, ICC Cricket World Cup 2011 and IPL. He has also worked on campaigns that have received recognition at Cannes Lions and a number of other well-known international awards. He has nearly 10 years of experience in advertising.

    A Post Graduate in Mass Communication, Trivedi has been in advertising for nearly a decade. He has worked with agencies like Ogilvy and McCann.

    Trivedi said, “I am absolutely delighted to be part of one of the most exciting and energetic networks in the world. I have always admired the philosophy of Disruption and Media Arts that is proven to deliver outstanding strategies and breathtaking creative for clients in India and all over the world.”

    TBWAIndia managing director Nirmalya Sen said, “Mudit is a great combination of experience and youth. His exposure to integrated communication across big brands will make him a great asset for our clients in Delhi.”

    TBWA Delhi executive vice president and head Subho Sengupta said, “Mudit has rich experience and knowledge of Indian and global brands alike. This will be invaluable as he comes on board. His energy and passion is infectious and I am sure this will further accelerate our drive to create outstanding work for our clients.”