ITV

Tag: Robby Mathew

  • Mahindra Urges People to #CutTheCrapwith its new campaign

    Mahindra Urges People to #CutTheCrapwith its new campaign

    Mumbai: The Mahindra Group reinforced its long-term commitment towards the Environment through the launch of a new campaign that builds a case for waste management. Social listening revealed Environment to be among the top three concerns for millennials. More specifically, inadequate waste management and the damage from single use plastic usage emerged as the biggest worries. These key insights drove the Mahindra Group to launch its new #CutTheCrap campaign.

    The campaign has been launched with afilmthat goes live today. Itequates the problemscaused by single use plastic bags to weapons of mass destruction. The film shows that a non-recyclable plastic bagchokes and clogs our oceans and landfills, and has very detrimental consequencesfor the environmentnow and over the long term. 

    A part of the#RiseForGood communication series, #CutTheCrap aims to alert viewers about the damaging effects of plastic and other forms of non-recyclable wasteand exhorts them to inculcate smart waste management practices. In the past, Mahindra has brought attention to social issues like girl child education and deforestation as part of the series. 

    Highlighting the purpose behindthis new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd. said – “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitize people but to also enable them towards behaviour change.” 

    Robby Mathew, Chief Creative Officer, FCB Interface said, "The idea was to help the viewer see the harmless looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world."

    This 360-degree campaign includespromotion across digital and social media, supported by select television and print media. Digital teasers have gone live ahead of today’s launch. The campaign will also include creatives to enable people to reduce, reuse and recyclewaste, combined with celebrating change makers. The campaign will also include content-based engagements to highlight the significant waste management efforts at Mahindra Group companies which are setting new industry benchmarks. To enable people to take action on the ground in the area of waste management, the company has identified and associated with specialized NGOs, log on to http://bit.ly/SiteCutTheCrapfor more details

    In fact, 2019 marks a decade of commitment to the cause of Sustainability by the Mahindra Group. Some noteworthy milestones include:
    –    1.4 lac tonnes of waste was reused, composted and recycled in 2018, which accounts for 80% of the total waste being generated 
    –    Last year, Mahindra had 5 out of only 7 Zero-Waste-to-Landfill (ZWL) factories in the world with >99% diversion of waste (certified by Intertek). Today we have 9 ZWL plants, 1 Research Facility (MRV, Chennai) and 1 Club Mahindra Resort (Virajpet), with many more on the way. 
    –    Additionally, the Bio CNG facility in Mahindra World City, Chennai is converting 100% of wet waste to power run CNG and vehicles within the city 
    –    CERO, a JV between Mahindra Accelo and the Metal Scrap TradeCorporation Limited (MSTC) is India’s first authorized vehicle recycling facility that is focused on safely disposing of cars at the end of their lifecycle.
    –    Mahindra employees have disposed of single use plastic responsibly by being part of the Group's plastic disposal drive (2100 kgs so far in 2019, 1,700 kgs in 2018).
    –    Mahindra employees participate in periodic clean-up drives held across the country, covering public areas such as railway stations, beaches, schools, etc.
    –    Tech Mahindra has stopped using plastic bottles in all its campuses across the world and the remaining Mahindra group companies are doing the same
    –    Plastic in packaging is steadily being reduced and the proportion of recycled plastic is increasing where there is no alternative to plastic yet

    Agency details:
    •    Chief Creative Officer – Robby Mathew, FCB Interface
    •    Group Creative Director – Ferzad Variyava, FCB Interface
    •    Film Production House – Adventure Films
    •    Director – Alok Kulkarni
     

  • NIVEA says ‘Shake. Spray. Start.’ with Ranveer Singh

    NIVEA says ‘Shake. Spray. Start.’ with Ranveer Singh

    MUMBAI: FCB Interface has launched a campaign for NIVEA MEN with the brand’s new face, Ranveer Singh.

    It’s a first-of-its-kind innovation in the deodorant category, a unique dual-phase deodorant with two layers floating one on top of the other. A blue layer that gives freshness and a clear layer that guards the freshness. When the two layers are mixed, the Freshness Guard Technology is activated. And once sprayed, it makes sure your freshness doesn’t escape for hours.

    The quirky campaign aims to get consumers to ditch their regular deodorants and try the cool new NIVEA MEN Duo.

    FCB Interface chief creative officer Robby Mathew says, “When the idea is in the product itself, the task then is to show it as it is. And Ranveer, despite his larger than life personality, makes the product the undisputed hero of the film.”

    NIVEA India managing director Neil George adds, “NIVEA India is addressing needs of young consumers by tapping into the trend of ‘modernity’ and Ranveer is the perfect evangelist for the brand to increase its engagement with young India. Just like him, our innovations are hard-working, modern and care for you. We are confident that NIVEA MEN DUO is an innovation that will create a strong disruption in the extremely cluttered deodorants category.”

  • Mahindra Group promotes girl child education

    Mahindra Group promotes girl child education

    MUMBAI: Mahindra Group, along with Project Nanhi Kali, aim to dispel the misconceptions around girl child education, by taking on a fresh view for the phrase with the campaign #LadkiHaathSeNikalJayegi. The campaign will go live today across all digital channels of Mahindra Rise. A number of surround activities are planned, to spread the word and create a movement to support the cause. These activities will celebrate women who have achieved greatness by taking that crucial first step.

    Mahindra Education Trust senior vice president CSR and executive director Sheetal Mehta said, “With over two decades of experience in educating girls, Project Nanhi Kali has sufficient evidence that education is the only tool which enables girls to rise from a life of poverty, and go on to live a life of dignity. The objective of this campaign is to change attitudes towards girls, by giving a positive perspective to the phrase #LadkiHaathSeNikalJayegi. We hope that every Indian citizen, will not only view this film, but also help spread awareness and contribute to this worthy cause.”

    Commenting on the same, Mahindra Group chief marketing officer, group corporate brand Vivek Nayer added, “Mahindra is a socially responsible and trusted brand but with our RISE philosophy, we not only want to do good in the community, but also aim to inspire others to do good in order to drive societal change. This is the heart of Mahindra’s ‘Rise for Good’ campaigns. With the #LadkiHaathSeNikalJayegi campaign we’re turning this phrase on its head into a message of positive empowerment for girl child education and their ensuing success.”

    The Mahindra team conducted a detailed social media listening exercise on social issues. Not surprisingly, girl child education was among the most talked about issues online. Furthermore, focus group discussions highlighted that:

    1. It was a common desire among parents to be protective of the daughter. Even working mothers felt the need to restrict their daughters’ movements

    2. Men often self-appointed themselves as protectors of women

    3. Even today, there is an accepted belief that certain jobs are for women, and certain jobs aren’t

    The film has been conceptualised keeping these insights in consideration. A semi-urban setting was chosen for the film to ensure relatability, given that these beliefs exist not just in rural India, but also in cities.

    FCB Interfacechief creative officer Robby Mathew added, “This film is an ode to the unsung heroes, who reject our society’s patriarchal mindset and encourage their daughters to fly. It is a celebration of a girl child’s dreams and her father’s determination to make it happen. It changes the meaning of this often-used phrase ‘Ladki Hath Se Nikal Jaayegi’ and instead uses it to make a case for putting her destiny back into her own hands.”

    Since 1996 project Nahi Kali has empowered over 350,000 girls including 153,999 girls in this past year alone. This massive undertaking was made possible thanks to over 4,560 community associates who tutor our Nanhi Kalis for two hours every day, six days a week through the year, working across 5,262 Academic Support Centres in remote, tribal and rural pockets, as well as urban slums in 11 states of India.

  • BlueStar promotes new cooler range

    BlueStar promotes new cooler range

    MUMBAI: Air conditioner manufacturer, Blue Star, recently entered the air cooler market with its own brand: Windus.

    Blue Star in association with its advertising partner FCB Interface, has created an ad film that communicates the product’s benefit in a truly interesting manner. Four young women visiting their friend’s house on a hot summer day slip into winter wear just before entering the house. And why? Because their friend’s house has a Windus air cooler from Blue Star.

    Blue Star joint managing director B Thiagarajan mentions, “Blue Star launched its range of Windus air coolers last year with the strategic goal of pursuing new opportunities in areas adjacent to its current businesses. The new TV commercial for the upcoming summer highlights that the Windus range of air coolers provides winter-like absolute cooling even in the scorching summer season.”

    The communication focuses on a stylish imagery for the product, along with maintaining Blue Star’s premium brand personality in the minds of the consumers.

    The Company continues to increase its investments in this product category, with the objective of establishing Blue Star as a significant player in this segment.

    FCB Interface CCO Robby Mathew says, “What do you do when you enter a category where everyone’s saying the same thing in the same way? The answer is this film. A simple plot where guests are padding up in layers to visit a Blue Star home in summer! The beautiful lensing, the music and Blue Star’s offbeat humour, all come together to make a film that is way outside the category.”

  • Nivea TVC shows how to get rid of body odour

    MUMBAI: FCB Interface recently rolled out an endearing new campaign for the launch of Nivea’s body deodorizers for women.

    Featuring brand ambassador Anushka Sharma, the TVC comically highlights the deodorant’s promise of day-long odour control. Based on the insight that body odour leads to socially awkward situations, the commercial shows adorable little children holding their breath in a kindergarten classroom as their teacher suffers from body odour. Anushka, another kindergarten teacher, helps her out by offering her the Nivea Body Deodorizer.

    The campaign is on air across leading television channels, supported by digital presence.

    The film opens on a montage of adorable little children holding their breath whilst looking into the camera. With puffed up cheeks, wide eyes and endearing expressions on their faces, they appear to be in some sort of discomfort. We find out the reason soon enough. It is revealed that they’re in a kindergarten classroom, listening to their teacher tell a story. The kids are getting a whiff of her body odour as she gesticulates with raised arms. Anushka, another kindergarten teacher, notices this and helps her out by handing her the new Nivea Body Deodorizer that gives day-long odour control.

    Robby Mathew, Chief Creative Officer, FCB Interface said, “Unlike adults, kids are quite transparent with their feelings. They don’t hesitate to express them, no matter who they are with. And this is the behavioral insight is what we latched on, to bring alive Nivea’s day-long odour control properties.”

    Sachin Killawala, Category head – personal care, Nivea India said, “The new Body Deodorizer with Pro Vitamin B5 addresses the core category need of the women consumer to get day long odour control in just one use. While body odour is a well understood topic, most people do not realise that they have the problem as we tend to not discuss it or point it out. The TVC addresses this challenge by showing an intriguing situation in which the body odour issue is evident, without the social embarrassment associated with it.”

  • FCB Interface crafts Blazo campaign

    MUMBAI: As a next leg to the campaign launched in 2016, harping on the never-before guarantee: Get more mileage or give the truck back, Mahindra Blazo and Ajay Devgn are continuing the campaign communication in yet another dramatic, hard hitting manner. The campaign has been crafted by FCB Interface with another emphatic communication that underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

    The campaign is on air across leading television channels, supported by digital presence.

    USP of the campaign/ product: Mahindra Blazo comes with a ‘Get more mileage or give the truck back’ guarantee and not a single truck has come back.

    Film Description: The film opens dramatically with a shot that shows a pair of legs and the shadow they cast on the road. As the legs move, we see two trucks right behind and slowly it is revealed to be Ajay Devgn followed by two Mahindra Blazo trucks. As the film progresses, Ajay presents big facts about the Blazo and its FuelSmart CRDe engine and how it is living up to the guarantee that the company offers: Get more mileage or give the truck back. The biggest proof of performance is that ‘not a single truck has come back’! Delivered by Ajay Devgn in his own inimitable style, the film captures Mahindra’s confidence in its trucks in an emphatic manner.

    Excerpt from spokespersons: Ajay Devgn “Such a guarantee is a very big thing for a brand … and if not a single truck has come back then that says a lot.”

    FCB Interface CEO Joe Thaliath says “Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity … And yes, Ajay Devgn continues to be our ‘Suthradhar’ as he has proven to be the best fit for the brand.”

    FCB Interface CCO Robby Mathew says “Some months ago, Mahindra made a claim that no other truck company in India would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer ….”

    Mahindra & Mahindra – truck & bus division sr. general manager – marketing Rajeev Malik says, “Our first campaign was a bold step. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ ….”

  • FCB creates Blue Star ‘cooling’ campaign

    MUMBAI: Blue Star, known for its unmatched innovation, has yet again taken the ‘Precision cooling’ of their inverter AC to a whole new level where it allows setting the temperature in decimals. The new commercial, conceptualized by FCB Interface ratifies Blue Star’s USP in the latest brand campaign.

    The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

    Blue Star Joint MD B Thiagarajan says, “Blue Star has set a new benchmark in the air conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. This reiterates Blue Star’s expertise in cooling and supports our value proposition of ‘Nobody Cools Better’. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

    FCB Interface Chief Creative Officer Robby Mathew says, “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Calcutta-based father-son team of Amar and Arko Sen.”

  • FCB Interface with Mahindra’s ‘joy of breaking free’

    FCB Interface with Mahindra’s ‘joy of breaking free’

    MUMBAI: FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

    FCB Interface Chief Creative Officer Robby Mathew said, “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set on ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest.  Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma has done a phenomenal job with the film and Mikey’s music score is truly breakthrough – a eclectic mix of genres and voices and styles.”

    Credits list:

    Client: Mahindra & Mahindra.

    Creative Agency: FCB Interface

    Creative Team: Robby Mathew, Rakesh Menon, Maithili Mullick

    Account Management: Shireen Cama, Ruta Patel, Goutham Ram, Adwait Vanmali

    Director (of the TVC): Amit Sharma

    Exécutive Producer: Poonam Wahi

    Agency Producers: Alpa Jobalia, Stanley Christian

    Production House: Chrome Pictures

    Post production studio: Prime Focus

  • FCB Interface with Mahindra’s ‘joy of breaking free’

    FCB Interface with Mahindra’s ‘joy of breaking free’

    MUMBAI: FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

    FCB Interface Chief Creative Officer Robby Mathew said, “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set on ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest.  Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma has done a phenomenal job with the film and Mikey’s music score is truly breakthrough – a eclectic mix of genres and voices and styles.”

    Credits list:

    Client: Mahindra & Mahindra.

    Creative Agency: FCB Interface

    Creative Team: Robby Mathew, Rakesh Menon, Maithili Mullick

    Account Management: Shireen Cama, Ruta Patel, Goutham Ram, Adwait Vanmali

    Director (of the TVC): Amit Sharma

    Exécutive Producer: Poonam Wahi

    Agency Producers: Alpa Jobalia, Stanley Christian

    Production House: Chrome Pictures

    Post production studio: Prime Focus

  • Turn parents into friends, FCB’s Club Mahindra campaign

    Turn parents into friends, FCB’s Club Mahindra campaign

    MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

    Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

    The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

    About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

    FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends.”

    FCB CEO Joe Thaliath said, “In today’s high pressure environment everyone is on call 24×7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was.”

    Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness.”