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Tag: POS

  • Close Dentsu creates new campaign for Maruti Suzuki

    Close Dentsu creates new campaign for Maruti Suzuki

    MUMBAI: The campaign conceptualised by Dentsu Creative Impact aims to launch Stingray as a stylish, premium offering for the youth of today.

     

    The agency’s approach for the campaign is to understand the audience well before the communication started. The youth who is experimental, always hungry for more and wants to make the most of his/her life. In a nutshell, he/she wants ‘everything’ from life.

     

    On the campaign Harish Arora, NCD, Dentsu Creative Impact NCD Harish Arora said: “Pick any youth today and just peek into his car… you find Pizza boxes, cans, ties, shirts, shoes inside. Simply put, the youth today practically live out of their cars, the car is more than just a mode of transport, and it’s their world today.  Our idea was to take this insight to the next level and hence the idea – ‘My thing. Everything.’ We wanted our TG to see the TVC and relate with the various situations as each of them is a slice of his life.”

     

    Two films were created for the campaign. Both the films showcase how Stingray plays many roles in the life of our youngster – it is his café, his disco, his wardrobe, his work station, his shack and so on.

     

    Dentsu Creative Impact branch head Amit Wadhwa added: “We are talking to the ‘everything generation’. And the one partner for them in everything they do, are their cars. With Stingray being designed keeping the youth in mind, we brought it alive through the idea – everything about me packed in one.”

     

    Apart from television, the campaign will be available on print, digital, outdoor, POS.

    Maruti Suzuki India AGM (marketing) Thomas Cheriyan said: “Maruti being the leader in the automobile segment caters to a wide range of customers cutting across various markets and various segments. With the launch of the Stingray, which is a stylish, premium offering, we wanted to target the younger audience while retaining the core values of Maruti. The campaign has also been made accordingly, showcasing how the car fits into the life of today’s youth – work, personal life, friends, family etc.”
     

  • Ad budgets halved ahead of Durga Puja

    Ad budgets halved ahead of Durga Puja

    KOLKATA: Even as the Bengali community prepares to welcome Goddess Durga, the economic recession seems to have dampened Kolkata’s festive fervour.
    Advertising budgets have been slashed to half their size while companies are opting for short-term campaigns spanning not more than 15 days in a bid to save the pennies. Brands are likely to divert funds from large-scale advertising campaigns to quick-win promotions, including coupons and POS discounts so as to attract cash-strapped customers.

     

    Sampark Adverting & Media marketing head Kalyan Brata Ghosh agrees that companies are increasingly opting for short-term campaigns. While Inter Action founder Pranatar Chaudhuri says: “The budget is very low. The biggest spender ITC Vivel is almost non-existent. Vodafone has not yet launched its Puja campaign as normally, the telecom service provider starts the campaign three to four weeks before.”

     

    Chaudhuri adds that clients are optimising costs. For instance, both Berger and Asian Paints haven’t rolled out anything major yet. With the Pujas starting from today, the mood is rather low-key.

     

    “We are selling off space at half the cost so that hoardings do not go blank and we earn something during tough times,” a source from an outdoor media agency reveals.

     

    “Pujas are getting hit. Puja committees have lost clients. Money market companies, which, till last year, either spent a huge amount on the Puja campaigns or donated to big Puja committees have almost contributed nil this year,” says a media planner.

     

    Some brands are even back-tracking as no one is willing to spend. “One of my clients got all the plans made and then backed out even when we quoted the cheapest rates,” says a source from a city-based medium-sized outdoor agency.

     

    Meanwhile Sistema Shyam TeleServices, which provides telecom services under the MTS brand, has announced the launch of the MTS Digital Utsav campaign, near to the Durga Puja celebrations. The campaign has been specially designed to cash in on the power of the digital medium for two special initiatives: the MTS Street Food Festival and MTS Digital Pujo Awards, says an SSTL release.

     

    Ghosh points out that most agencies have kept client campaigns under wraps and will unveil them once people start pandal hopping during the Puja.

  • Lowe Lintas dabs on emotions for Alto

    Lowe Lintas dabs on emotions for Alto

    MUMBAI:  Lowe Lintas has conceptualised a new campaign for Alto 800. The car from Maruti Suzuki went through significant changes to make it contemporary and stay relevant.

    The ‘Let’s Go’ campaign symbolises younger attitude but also has dabs of emotion.  The company wanted to capture the essence of festivals In India and the insight it got was that the festivals are celebrated by travelling; people go out shopping, meeting friends, relatives. Hence, Alto 800 wanted to integrate its promise of offering the best mileage in its class to the spirit of festivals in order to drive brand’s consideration.

    Commentating on the campaign, Lowe Lintas Delhi president Naveen Gaur says, “In India, festivals are celebrated by travelling. People go out shopping, meeting friends, relatives. Families get together to jointly celebrate. In such times a car with exceptional mileage is an ideal car to own. With the new Alto 800 commercial, Maruti Suzuki and Lowe Lintas wanted to integrate this insight, with the festival led car buying season and the brand promise of ‘Let’s go’. Additionally it was an opportunity for us to infuse a sense of festivity into the market.”

    Elaborating more on it, Gaur adds, “Mileage is something that can become very functional and manufactures’ speak, however this TVC captures the benefit unequivocally in a very warm and emotional storyline. It also captures a progressive attitude among today’s couples who are increasingly equal partners in their relationship.”

    The commercial signs off by saying ‘Agar khusiyaan baatney se badhti hain, toh rukna kyon?’ An Alto ad has always been known for its music, the latest TVC is no different, the lyrics are penned by Gulzar, sung by Shilpa Rao and composed by Rajat Dholokia.

    On the campaign, Maruti Suzuki India chief general manager Manohar Bhat says, “Alto is an iconic car. It is the largest selling car in India and is known for its fuel efficiency. Keeping the festival season in mind, we wanted to make sure that it also builds a relationship through the campaign.”

    The campaign led by TV and supported through digital and radio along with POS and outdoor presence.

  • Carat Fresh brings together Indigo Nation and Reliance Entertainments Besharam

    Carat Fresh brings together Indigo Nation and Reliance Entertainments Besharam

    MUMBAI: Aegis Media’s Carat Fresh Integrated has facilitated association between Indigo Nation, a division of Future Lifestyle Fashion, and Reliance Entertainment & Movie Temple’s entertainer – Besharam.

     

    Commenting on the same, Reliance Big Pictures marketing head Sameer Chopra said, “Besharam is one of the biggest film of the year and we are extremely happy to have Indigo Nation on board as the style partner. Ranbir Kapoor is a style icon and his look is very cool in the film, which will connect with the audiences instantly. The film is family entertainer and is a treat for all Ranbir fans that releases on National holiday.”

    As a part of the association, Indigo Nation has launched a brand new line of collection called Besharam.IN inspired by the looks of Ranbir Kapoor in the movie Besharam.

    Sharing her thoughts on the strategic fit between Indigo Nation and Besharam, Indus League CMO Shibani Mishra said, “Film associations have proved to be a successful medium to reach out to the target audience. When you have a celebrity vouching for your brand, the customers are bound to get influenced.  We found an interesting brand fit between Indigo Nation and the movie Besharam as Ranbir is young India’s most sought after fashion icon. Carat Fresh has played a vital role in fructifying our merchandizing association with Besharam which has offered us an opportunity to launch an exclusive ‘Besharam.In collection.”

     

    The brand association entitles Indigo Nation to create and showcase the new ‘Besharam.in Collection’ through a fashion show conceptualised on the movie theme, a meet and greet opportunity with Ranbir Kapoor, rights to co-branded promotions/consumer contests using the new ‘Besharam.in’ collection.   The brand also gets entitled to promote the association using multi-media campaign including online, television, cinema theatres, hoardings, radio and print as well as instore POS collaterals.

     

    Commenting on the association, Carat Fresh Integrated vice president Sidharth Ghosh said, “Film associations provide brands the opportunity to engage with consumers in the context of entertainment that reflects their brand values and to turn that engagement into dialogue. Besharam – was a perfect fit for Indigo Nation as it promises to deliver fast fashion for the young and the restless.”