ITV

Tag: R Balki

  • Britannia Tiger shifts brand positioning with new TVC

    MUMBAI: Britannia Tiger has launched a television commercial with its new brand ambassador Salman Khan to emphasise its new positioning.

    Conceptualised by Lowe Lintas and directed by Prabhudeva, the TVC attempts to challenge the conventional role of biscuits and shift the goal post from ‘biscuits for energy’ to ‘biscuits for Nutrition’. Conventionally, biscuits have been looked at as only a filler but the new campaign stresses on the fact that it can sit centrally as a food item.

    Britannia Industries category director – health and wellness Anuradha Narasimhan said, “Tiger’s repositioning is a shift from being about energy to being about growth. We will continue to enthrall mothers and kids alike, through 25 per cent daily growth nutrients and oodles of delight coming from a variety of formats.”

    The ad film opens with a basketball dropping into Khan’s (coach) hands. Salman closely watches the kids play. One of the kids takes a shot, and misses it. The ball goes out of bounds and a lady who was watching the kids play, catches the ball. Her son, who was eating Britannia Tiger biscuits, comes into the picture. Another kid who was playing comes and asks him ‘Aye chhotu Khelega?’.

    The kid looks at his mom for encouragement and readily takes on the challenge. He dribbles adeptly towards the basket, takes a high leap and dunks the ball in the basket. Khan appreciates the kid and says ‘Ahre! Chhotu bada ho gaya’. Khan and all the kids dance to a number in appreciation. The song in the background talks on right growth and appreciates the kid and his mother for this. On asking what does the kid eat, the kid’s mom tells Khan about Tiger biscuits.

    Lowe Lintas chief creative officer R. Balki said, “Britannia Tiger’s tie up with the Tiger of Bollywood- Salman Khan is very interesting and will certainly propagate a message on kids’ nutrition to the right audience powerfully. Change in functional position of the brand necessitated that the message be delivered in a relevant, yet entertaining and fun-filled way.”

    Britannia Tiger believes it has found a great brand fit with Khan to deliver its message of kids’ nutrition. The Bollywood star is extremely passionate about fitness, a healthy lifestyle, children and their education & healthcare.

  • Luxor ropes in Deepika Padukone as brand ambassador for Pilot

    MUMBAI: Luxor Writing Instruments has appointed Bollywood actor Deepika Padukone as the brand ambassador for its brand – Pilot for two years.

    Luxor Group executive director Pooja Jain said, “We understand that young consumers today are very discerning of the brands they use. The brands have to match their aspirations, ambitions and personality. Deepika comes across as a go getter who has made it on her own, is confident of her choices and works hard to achieve what she desires from life. Our association with her is the right fit with many common factors between Pilot and Deepika which appeal to the youth instantly. Luxor range of writing instruments is exported to 110 countries worldwide thus we also wanted a face that would be internationally recognised.”

    The company will be launching a multi-media campaign for Pilot that will be created by Lowe Lintas.

    Lowe Lintas chairman and chief creative officer R Balki added, “Deepika is a confident person and represents the youth which is aware and determined. Her personality perfectly matches with Pilot and reflects the achievements of the young generation. The ad campaign for Pilot will keep this synchronicity in mind and will have a young feel.”

    Pilot has variants like Pilot Hi-tecpoint 05, Pilot Hi-tecpoint V7, V SIGN, Hi Techpoint V5 Grip and Frixion 07 Roller Ball.

  • Rajesh Khanna makes his TVC debut in Havells’ new campaign

    MUMBAI: Bollywood yesteryears superstar Rajesh Khanna is making his debut television commercial. Electrical and power distribution equipment manufacturer Havells India Limited unveiled its new ad campaign, ‘Havells Fans are Forever‘, featuring Khanna in the TVC.

    Havells is known to portray unique concepts through its out of the box advertising with campaigns like ‘Shock Laga‘ and ‘Wires that don‘t catch fire‘. The latest campaign named ‘Fans are Forever‘ is another extension of this strategy. The TVC has been shot by R Balki.

    The commercial makes use of the fact that Khanna attracted
    unprecedented mass hysteria and a frenzied fan following in his heydays. It showcases him going down memory lane, remembering how his fans used to follow him everywhere when he was a superstar. However there is a twist at the end of the TVC which goes on to reveal that he certainly does have a lot of fans, but those are Havells fans!

    Havells (India) joint managing director Anil Gupta said, “It is a constant endeavour to come out with clutter breaking ad campaigns and create the desired impact so as to reach out to audience at large. As far as Rajesh Khanna is concerned, he was undoubtedly the best fit for our campaign – Fans are Forever. Even after 30 or 40 odd years, people of not only our generation but by the younger generation as well, remember him as one of the biggest stars of his time. He will be revered for ever just like our Havells Fans!”

    Balki chairman and chief creative officer Lowe Lintas India said, “This new campaign gave us a great opportunity to capture the essence of the brand with sheer simplicity. When the ad was being conceived, we could think of none other than Rajesh Khanna himself who had the maximum fan following…almost legendary and who still commands a great deal of respect. Needless to say that it was a huge achievement to direct Mr. Khanna in his first ever commercial.”

    Khanna added, “To be approached after so many years is indeed a great honour for me and I am delighted to reconnect with my fans once again. Shooting after a gap of so many years has definitely brought back fond memories and I feel that not a lot has changed at all. It‘s good to be back.”

    The commercials will be on air during the ongoing IPL and will also be extended to print, internet and in-shop POSM.

  • Suzlon powers a new brand initiative – p.a.l.s.

    Suzlon powers a new brand initiative – p.a.l.s.

    MUMBAI: Wind power company, Suzlon, has launched a new brand campaign called p.a.l.s. – the Pure Air Lovers‘ Society.

    The company has roped in radio jockey Malishka; model and actor Milind Soman; actor, social worker, and author Gerson da Cunha; and writer and columnist Anil Dharker, as the first p.a.l.s. champions.

    P.a.l.s. aims to emphasise that clean air, green open spaces and proper channels of garbage disposal all lead to an improved quality of living. With a national print and TV campaign, the movement aims to gain traction through online registrations at www.pals.in.

    Suzlon Group global head of brand Dharini Mishra said, “At Suzlon, we want to go beyond our corporate duties and dispel apathy to create social consciousness on environmental change. Working towards this, we initiated p.a.l.s. – a group of environmentally responsible individuals, who not only voice their opinions against the constant threat to our environment, but follow through in their actions. We believe that p.a.l.s. will create a change in attitudes, and eventually actions, to make our air cleaner and environment healthier.”

    Lowe Lintas chairman R Balki said, “We are proud to partner with Suzlon to create a campaign that is critical and relevant to the times we live in. We believe that the p.a.l.s. movement will resonate with the people of India, educating and empowering them to make choices that have a direct impact on our planet.”

  • Parker gets Amitabh Bachchan for brand endorsement

    Parker gets Amitabh Bachchan for brand endorsement

    MUMBAI: Indian actor Amitabh Bachchan has returned as the brand ambassador of Luxor Writing Instruments‘s Parker brand after a gap of two years.

    Bachchan, who endorsed the pen brand from 2001-2008, has signed up a two- year contract.

    Simultaneously, Lowe Lintas is working on a new campaign with Bachchan to reposition Parker as ‘World‘s Most Respected Pen‘. 

    Lowe Lintas chairman and chief creative officer R. Balki said,” When we speak of Mr. Bachchan, there is an innate respect associated with the name. Parker drives the same respect in the writing instruments category. It makes a very natural and smooth association with both the personalities mingling so well. Everyone will be able to make this out of all the advertisements, both print and television, which have been made keeping in mind the amalgamation of these two big names.”

    Luxor Group‘s executive director Pooja Jain said, “This alliance is a step towards repositioning Parker as the World‘s most respected pen. We want to make Parker the preferred brand for achievers – whatever age they may be. Parker should be the brand people buy to reward and indulge themselves — a brand that projects the image of exclusivity and success they aspire to and can obtain with a Parker.”
     

  • Marketers have to be accountable for business consequences

    Marketers have to be accountable for business consequences

    MUMBAI: Marketers have to be accountable for business consequences and not just idea executions, experts in the industry said.

    “There has to be an analytical correlation. If Rs 100 million is being spent, the marketer must know by how much he has moved the needle of market share. There has to be a target. A brave CFO (chief financial officer) works with his gut after getting an idea from his marketing team. Marketers should have the courage to put their necks on the chopping block and own the idea,” said Reliance DTH and IPTV CEO Sanjay Behl, while speaking at the Mindshare Brand Equity Compass.
    Spatial Access Managing Partner Meenakshi Madhvani bemoaned the fact that big money is chasing mediocre ideas. “90 per cent of advertising consists of mediocre ideas. So marketers feel that they have to shout louder as the idea is mediocre. We are on a mediocrity spiral as often there is not enough time for creative. Every brand manager feels that a bigger budget leads to a stronger market position.”
     
    Madhavani made the point that advertising shies away from accountability as there is no long term perspective. This is the same reason why a marketer will not want to invest in developing an accountability matrix.

    Lowe chairman and chief creative officer R Balki denied suggestions that there is no accountability for a creative agency. “If that was the case and we kept failing, then why would we keep getting business? We get a retainer fee. There are also incentives which are not much anyway. The rewards and amount kept for success are not linked to performance. What we do is in line with the objective of a campaign. Is it to change perception or to sell?
     
    There is a need to have ROI modeling embedded in the minds of marketers. Behl noted that Cricket offers immediate reach and impact. It is more measurable than any other media tool. Techniques are advanced and it can be known which game gave better economic value.

    Madhavani said that cricket is good if you have just launched a product and want lots of people to know about it in a short period of time. “However if you have been doing a sustained campaign for your product over months, then you might not need cricket. Also for involvement, cricket reaches a small group. Advertisers are being misled by the fact that women watch the IPL. But IPL is not cricket. It is a tamasha. Generally women do not watch cricket.”
     
    Obviously if one is getting higher value, then one will spend more. The question is what is the premium you have to pay and how much more value is the client going to get. Clients and agencies must also have a vision.