ITV

Tag: Procter and Gamble

  • Vicks ropes in Ranveer Singh and Samantha Prabhu for new campaign

    Vicks ropes in Ranveer Singh and Samantha Prabhu for new campaign

    Mumbai: India’s leading cold and flu solution, Vicks, has rolled out a new campaign film for its two-in-one roll-on inhaler.

    South star Samantha Ruth Prabhu joins Vicks’ brand ambassador, Bollywood superstar Ranveer Singh, for the campaign.

    The campaign film smartly depicts how an individual is unable to focus on daily activities when they suffer from a headache and a blocked nose.

    The duo came together in the film to showcase the benefits of the Vicks’ two-in-one roll-on inhaler, with Samantha as a police officer, stopping a sickly Ranveer, who is seen breaking the signal. Ranveer is shown to have trouble focusing and tells Samantha about his terrible runny nose and headache. Samantha then hands him a Vicks’ inhaler with a two-in-one benefit, which gives Ranveer instant relief from his blocked nose and headache.

    Expressing his excitement for the newly launched campaign, Procter and Gamble Indian Subcontinent category leader for personal healthcare Sahil Sethi, said, “In India, inhalers have been synonymous with Vicks. We are excited to have Ranveer and Samantha come together for the very first time, to share the double benefits of Vicks’ two-in-one roll-on inhaler in providing relief from both – a blocked nose and headache.”

    Speaking on the campaign, Vicks’ brand ambassador Ranveer Singh said, “I loved the thought behind this campaign, and it was great teaming up with Samantha for Vicks. We all go through blocked noses and headaches quite often amidst our hectic schedules, and facing both symptoms together can negatively impact our focus. The Vicks’ two-in-one roll-on inhaler is smart as well as handy to use and is sure to become a go-to product for many of us.”

    “My family and I have been Vicks’ users for as long as I can remember, and hence this campaign was a perfect opportunity for me. Through this film, we are trying to convey that Vicks’ two-in-one roll-on inhaler is a pocket-friendly way to tackle colds and headaches, even when you are outside and not at home!,” commented Samantha Ruth Prabhu on her association with Vicks.

  • Ariel’s #ShareTheLoad campaign turning purpose into desirability and sales

    Ariel’s #ShareTheLoad campaign turning purpose into desirability and sales

    MUMBAI: Brands today aren’t just selling products, but are providing unique experiences that merge with their identity and consumers’ lives. Technically called purpose-driven marketing, the campaigns tend to touch the right chords.

    A number of national and international brands are currently using this mode of marketing to place their products not only on the shelves but also in the conscience of the consumers and laundry detergent brand from the vast portfolio of Procter and Gamble (P&G), Ariel has been one of the forerunners to use this power of brand image and loyalty into communicating something larger to the society.

    #ShareTheLoad campaign, which launched its first edition in 2015, is one of the most beautiful campaigns driving the message of ending gender-parity at home. The brand released its third edition (http://www.indiantelevision.com/mam/media-and-advertising/ad-campaigns/ariel-reignites-conversations-on-household-inequality-with-a-new-campaign-sons-sharetheload-190124) recently, and within a few days, its digital campaign has garnered 15 million views and a lot of praise online, including one from Facebook COO Sheryl Sandberg. Indiantelevision.com interacted with P&G India, and fabric care marketing director Sonali Dhawan, and BBDO  chairman and chief creative officer Josy Paul regarding what makes this campaign different from other purpose-driven ads in the market and what all went behind in creating its immense success.

    Dhawan shared that for her this is not ‘purpose-driven marketing’ but something greater than that. She noted, “Yes, there is a purpose to the marketing but that doesn’t mean any brand can make ads on any particular purpose. There are two very important things, which, if in place, can take the campaign indefinitely. First, is that your product should play a role in the social change you want to affect and second is that your brand should be in a position to influence. For us, the starting point of #ShareTheLoad campaign was the fact that Ariel makes it so easy to do the laundry that anyone can take it up. Ariel thus has a very important role in the conversation and that role can be expanded for a lot of causes.”

    Paul also reflected the same sentiments as he reflected, “There are a lot of people jumping in with cause and purpose but ‘without purpose’. What I believe is that the brand has to have not only the authority [to promote an idea] but it [the idea] has to be linked with what the brand can offer. When we say ‘share the load’, it actually resides in the basic truth about the product and the brand. We say it can wash the toughest stains and anyone can do it. That ‘…and anyone can do it’ is what Ariel reflects. It is linked to the brand promise and therefore we earn the license to say this.”

    The campaign has not only initiated a change in the core of the society at a very important juncture in time when women equality is actually a massive global phenomenon but has also helped the brand in increasing its sales. That makes it the perfect campaign to support the idea of equality while it also pushes the brand to perform.

    According to Dhawan, the reason behind this has been the authenticity with which the brand creates its campaigns. “If the brand is not authentic in its approach towards the campaign, the audience can read through it. P&G has always been authentic in its conversations. Be it Whisper talking about period taboos because it is a brand associated with periods, or be it Pampers talking about it takes two to parenting approach because it is a brand for babies. It is not about any brand picking any topic and saying I want to talk about it because I have the eyeballs there. Then the campaign will not make any impact,” she said.

    And how did they realise that its approach has to be towards targeting gender-parity? To this Dhawan replied that the idea came from the core thought of how their brand is affecting consumers’ lives. During a consumer interaction they heard women saying that it is so easy to do laundry with Ariel that they can now share the load with their kids, or their husbands. “At the same time, we did a Nielsen survey because we wanted to understand the state of the society in terms of equality at home. That survey showed us that 79 per cent of the men thought that household chores were only a woman’s job. We saw that there was huge inequality between the genders at homes. This was the second realisation, the first being that my product is great and it can help in many ways.”

    That’s when BBDO came in with the pitch of #ShareTheLoad campaign that talks about addressing the core of the problem—that is the conditioning people are given since childhood. The campaign started with a simple question “Is laundry only a woman’s job?”

    Paul shared, “When you start you do not plan that it will go into phase two or phase three. It starts with just an idea. But when we saw the response to our first campaign we realised that it was not just another campaign but a movement.”

    He further added, “The thing about a movement is that it is very dynamic. It’s not like a campaign where you plan something and now you push it out in the media and get it to distributing. Here you are constantly watching how the audience is reacting to it. So lot of social listening and observations happened and we realised that the campaign or the movement is working. People want to get involved, partners want to get involved, and then the client [Ariel] came to us that they want to go ahead with phase two of it.”

    Paul also shared how such campaigns serve a dual purpose of encouraging a change and also help the brand to grow. He said, “The beauty of this is not that it is just about social change. It is purpose-driven but it’s also something that talks about the brand. It allows the brand to be more loved. So, it’s quite interesting how purpose turns into love, love turns into desirability, and desirability turns into sales through such initiatives.”

  • Maurice Lévy’s office now on Airbnb

    Maurice Lévy’s office now on Airbnb

    MUMBAI: Maurice Lévy, the eccentric creative genius and Publicis Groupe’s chief executive officer is at it again! Going viral with his traditional ‘end-of-year’ address to everyone at the media agency, and the advertising community at large. Except, this will be his last such address. Maurice Lévy is set to retire by May 2017.

    Anyone familiar with Lévy’s festive videos in the past eight years knows that they are anything but a dull monologue on business and growth. Just last year, Lévy surprised everyone by donning a wig and posing for shampoo ad!

    But, before anyone could get their hopes up for something similar, Lévy starts the 2016 video in his heavy French accent, by quickly putting the overzealous viewers at bay with “No wigs, no tricks this year.”

    Lévy plans to sign off in ‘good old fashion style.”

    Touching up on the good and bads of 2016, Lévy admits that the agency’s numbers were seriously impacted by account losses. A reference to the US media accounts of Procter and Gamble and Walmart.

    “Never take your eye off the board,” was the tough lesson the agency learned.

    On the pros side of 2016, Lévy mentions winning Asda’s UK creative and media business, HP Enterprise’s global account and Coty. Referring to the major structural re-haul that the group undertook in 2016, Lévy adds that implementing ‘Power Of One’ may have been challenging for those who took on new roles, but it is working for the agency. “No Silo, No Solo, No bojo,” he reiterates.

    As Lévy goes on share a few tips on client retention, viewers are immediately made aware of some overzealous movers and packers clearing out his cabin. However, he was able to point to winning GSK, Asda’s UK creative and media business, as well as HP Enterprise’s global account and Coty.

    Investing in 90 different start-ups to mark its 90th anniversary was the most adventurous thing, Lévy admits in the video. Lévy’s delivery of these hard-hitting facts with a poker face, as one of the removal man tries hard to take off his signature ‘I am the boss’ coffee mug off the table in vain is a comic masterpiece. One can’t miss the fact that only Lévy is able to lift the mug with ease. Is that a hint?

    As a truckload worth of ‘chocolate jars’ is retrieved from his locker, Lévy makes a few forward-looking statements. “Now, we must more than ever act as one, think as one and work for our clients as one in order to win and succeed. The group needs you, clients need you and, as always, I’m counting on you. So what’s next? ”

    Being optimistic about the group’s future he adds, “We have built an incredibly strong foundation both, in culture and expertise, that runs deep through the foundation of the group. The founder of Publicis Marcel Bleustein-Blanchet, whom I admire enormously, once said: ‘The trick to realising your dreams is to remain a child your whole life.’

    “I have applied this to my Publicis dreams and that is my wish for you this year. May 2017 bring you and your families happiness, health and plenty of dreams. Plenty!” he says before walking off the empty room.

    The video concludes with his empty room being rented off on Airbnb. For real! Click on the ‘Book Now’ button and you’d be taken to Airbnb’s promotions page where they are away a day in the office of Maurice Lévy as part of the Airbnb Night At program.

    The prize is packaged as an Airbnb ad for two guests to stay at an apartment in Paris. Now isn’t that a fine parting gift to an esteemed client?

  • Maurice Lévy’s office now on Airbnb

    Maurice Lévy’s office now on Airbnb

    MUMBAI: Maurice Lévy, the eccentric creative genius and Publicis Groupe’s chief executive officer is at it again! Going viral with his traditional ‘end-of-year’ address to everyone at the media agency, and the advertising community at large. Except, this will be his last such address. Maurice Lévy is set to retire by May 2017.

    Anyone familiar with Lévy’s festive videos in the past eight years knows that they are anything but a dull monologue on business and growth. Just last year, Lévy surprised everyone by donning a wig and posing for shampoo ad!

    But, before anyone could get their hopes up for something similar, Lévy starts the 2016 video in his heavy French accent, by quickly putting the overzealous viewers at bay with “No wigs, no tricks this year.”

    Lévy plans to sign off in ‘good old fashion style.”

    Touching up on the good and bads of 2016, Lévy admits that the agency’s numbers were seriously impacted by account losses. A reference to the US media accounts of Procter and Gamble and Walmart.

    “Never take your eye off the board,” was the tough lesson the agency learned.

    On the pros side of 2016, Lévy mentions winning Asda’s UK creative and media business, HP Enterprise’s global account and Coty. Referring to the major structural re-haul that the group undertook in 2016, Lévy adds that implementing ‘Power Of One’ may have been challenging for those who took on new roles, but it is working for the agency. “No Silo, No Solo, No bojo,” he reiterates.

    As Lévy goes on share a few tips on client retention, viewers are immediately made aware of some overzealous movers and packers clearing out his cabin. However, he was able to point to winning GSK, Asda’s UK creative and media business, as well as HP Enterprise’s global account and Coty.

    Investing in 90 different start-ups to mark its 90th anniversary was the most adventurous thing, Lévy admits in the video. Lévy’s delivery of these hard-hitting facts with a poker face, as one of the removal man tries hard to take off his signature ‘I am the boss’ coffee mug off the table in vain is a comic masterpiece. One can’t miss the fact that only Lévy is able to lift the mug with ease. Is that a hint?

    As a truckload worth of ‘chocolate jars’ is retrieved from his locker, Lévy makes a few forward-looking statements. “Now, we must more than ever act as one, think as one and work for our clients as one in order to win and succeed. The group needs you, clients need you and, as always, I’m counting on you. So what’s next? ”

    Being optimistic about the group’s future he adds, “We have built an incredibly strong foundation both, in culture and expertise, that runs deep through the foundation of the group. The founder of Publicis Marcel Bleustein-Blanchet, whom I admire enormously, once said: ‘The trick to realising your dreams is to remain a child your whole life.’

    “I have applied this to my Publicis dreams and that is my wish for you this year. May 2017 bring you and your families happiness, health and plenty of dreams. Plenty!” he says before walking off the empty room.

    The video concludes with his empty room being rented off on Airbnb. For real! Click on the ‘Book Now’ button and you’d be taken to Airbnb’s promotions page where they are away a day in the office of Maurice Lévy as part of the Airbnb Night At program.

    The prize is packaged as an Airbnb ad for two guests to stay at an apartment in Paris. Now isn’t that a fine parting gift to an esteemed client?

  • EMVIES 2015: Mindshare named agency of the year

    EMVIES 2015: Mindshare named agency of the year

    MUMBAI: The battle between siblings in EMVIES 2015 was as one sided as the match at Arthur Ashe Stadium where Serena Williams overpowered sister Venus rather easily. WPP’s media agencies Mindshare and Maxus both were neck in neck in the initial stages but eventually Mindshare won the agency of the year award with 30 metals (5 Gold, 8 Silver, 17 Bronze) and 240 points.

    At the end of the tally, Maxus was spotted at the third slot with 19 metals (6 Gold, 4 Silver, 9 Bronze) and 175 points. Sam Balsara’s Madison Media bagged the second spot with 21 metals (6 Gold, 6 Silver, 9 Bronze) and 195 points.

    With 4 Gold, 3 Silver and 1 Bronze in its kitty, Tata Sky won the client of the year award at EMVIES 2015. In the second spot stood, Procter and Gamble (P&G) with 4 Gold, 1 Silver and 3 Bronze statuettes, while Marico captured the third slot with 3 Gold, 2 Silver, and 3 Bronze metals.