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Tag: Soho Square

  • Soho Square Delhi Creates a New Film Lava Republic Day Film – #ProudlyIndian #MakeAnEffort

    Soho Square Delhi Creates a New Film Lava Republic Day Film – #ProudlyIndian #MakeAnEffort

    MUMBAI: LAVA Mobiles has just released a new film which is a part of its ongoing ‘Proudly Indian’ campaign.  

    This film has been created very specifically in celebration of India’s 70th Republic Day which falls on January 26, 2019.  

    “Republic Day is when the Indian constitution came into effect, completing our long journey to independence. Let's shake off our apathy to honour the tremendous effort that went into making us who we are as a nation.” — Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square

    As India celebrates its 70th Republic Day, Soho Square is proud to present its next #ProudlyIndian campaign for Lava Mobiles. This new film is a means to evoke a sense of pride among citizens who perhaps, don’t own the same sense of patriotism as their elder generation. 

    The question the film poses is very simply, ‘How difficult is it to make a small effort for the country?’   The films reaches out to every Indian to look inward and think a little about how they would like to celebrate this Republic day.  

    “Proudly Indian’ is a hashtag that Lava started about a year back, being a pioneer ‘made in India’ mobile brand. Over time, as a property, ‘Proudly Indian’ has been inspiring pride amongst people for all things Indian. In this film, Lava and Soho Square wanted to bring out the fact that for some of us the significance of Republic day is lost. We feel that what is unsaid in this film is far more important than what is said. After all Republic Day is not yet another holiday”–Chandana Agarwal, President, North, Soho Square.

  • Bisleri says not every bottled water is Bisleri

    Bisleri says not every bottled water is Bisleri

    MUMBAI: Bisleri, India’s most trusted and No.1 bottled water brand, is back with a new campaign. Known all over India, as the brand that pioneered the concept of bottled mineral water in 1969, Bisleri has been a symbol of purity for the past 50 years, winning the trust of millions of consumers–to such an extent that it has become synonymous with the category.

    While that has been a mark of success for Bisleri, increasingly, it has also posed a challenge. Often consumers ask for Bisleri but settle for any bottle of water handed to them by the retailer. Through this new campaign, Bisleri wants to reinstate the trust of the consumers and seal the preference for the brand.

    Bisleri’s latest campaign, ‘Har Paani Ki Bottle Bisleri Nahin’ addresses this issue in a unique and creative manner and conveys the message to the consumer that not every bottled water is Bisleri.

    To drive home the message of ‘insist on Bisleri’, the creative agency, Soho Square, Mumbai, put a unique spin on it. They chose brand ambassadors who only choose Bisleri despite the scarcity of water in their habitat–camels. In a series of three entertaining ads featuring camels the creative team brought to life the story the brand has been wanting to share for years–not every bottle of packaged water is pure, and none of them, apart from the brand itself, is Bisleri.

    Slated to be a 360-degree integrated campaign, the first phase of the campaign will rely heavily on television and digital platforms. Through this campaign, Bisleri aims to engage not just with the masses, but with the younger consumer as well.

    Bisleri International director of marketing and business development Anjana Ghosh says, “Consumers feel that any water which is bottled is safe which is really not the case in reality. And hence, while they may ask for Bisleri, they settle for any brand that the retailer hands over to them. Every Bottled Water is not Bisleri and that there is nothing as good as Bisleri is the message that we would like our consumers to know. The task for us is to build preference and insistence for the brand. ‘The campaign stems from a very strong consumer insight and has all the right ingredients to help us achieve our objective.”

    Soho Square ECD and creative head at Mumbai Anuraag Khandelwal adds, “This campaign has been extraordinary in every sense. From our choice of brand ambassadors to shooting with them in May in Rajasthan, it has been an unprecedented experience, both in terms of challenge and opportunity. Judging by the final product, we believe that now, India will insist on Bisleri!”

  • Lava releases new campaign created by Sohosquare

    Lava releases new campaign created by Sohosquare

    MUMBAI: Soho Square recently launched its new campaign for Lava International. A big step in this context was its novel initiative Design in India an inspiration from ‘Make in India’.

    Soho Square India chairman and chief creative officer Sumanto Chattopadhyay said, “I’ve been singing Sare Jahan se Achha since the day of the shoot. I think this sweet little film will get many other Indians to do the same. A good thing to happen on Independence Day or any other day.

    Lava International Ltd president Sunil Raina added, “We take immense pride in being an Indian mobile handset brand. India is at the heart of everything we do at Lava and we are committed to offering valuable products to our consumers. Over the years, we have been building capabilities within India in product design manufacturing in order to make valuable technologies accessible and provide reliable products to our customers.”

    “Today, we are proud of being the only brand to have complete end to end control on product value chain within India, complimented by our robust distribution network and speedy customer service. Through #ProudlyIndian campaign, we wish to share our pride of being a truly Indian company with our fellow countrymen. This campaign is a unique celebration of our independence and tribute to the nation” he added

    Commenting on the same Soho Square, North president Chandana Agarwal said, “At Lava, Make in India is not just a stamp, but the spirit with which everything is done. The ‘Design in India’ movement, through which Lava produced the first indigenously designed mobile phone was just one example of this philosophy. And this Independence Day, we bring to you another unique initiative our latest campaign featuring MSD which highlights that Lava, like all of us, is wholeheartedly Indian and proud of it”

    The as is a sweet film that follows a cute little girl’s efforts to learn the patriotic song ‘Sare Jahan se Achha’ and it ends with another sweet surprise in her endearing performance with MS Dhoni singing along leaving us all feeling #ProudlyIndian.

  • Nicotex’s new ad aids smokers’ willpower to control the urge

    Nicotex’s new ad aids smokers’ willpower to control the urge

    MUMBAI: Nicotex, a brand in the smoking cessation category, has launched a new TV commercial for its Nicotine gum clearly demonstrating its scientific working action. The TVC emphasises that while willpower is critical but there are those moments where smokers tend to slip. This is where a product like Nicotex supports their willpower to help them keep going.

    Cipla Health category director Anshul Mishra says, “Most smokers believe that only willpower can help them quit smoking. While having a strong willpower is essential, there are those special cigarettes or those moments where they get tempted to smoke & Nicotex can be a great support during those moments. Through this TVC we want to communicate that as your friend, Nicotex is here to support your willpower by helping you control the urge to smoke and thus help you quit smoking. Our main aim is to educate consumers as to how Nicotex is able to support their willpower by calling out the working action of the product.”

    The advertisement was conceptualised and created by Soho Square Advertising and Marketing Communications, a Mumbai based advertising firm, who also created the earlier TVC as well for the brand. This particular TVC was created with the intention of communicating to aspiring quitters that Nicotex helps control the urge thereby eventually helping them quit.

    “Most smokers believe that willpower is the strongest ingredient to quit smoking. So why fight that behaviour? Instead, complement the smokers willpower with the ability to control their urge to smoke. That is what we have brought alive in this piece of communication. In the most tempting of situations, a smoker can overcome his urge to smoke. After all controlling the urge is the first step to quitting smoking,” adds Soho Square executive creative director and creative head Anurag Khandelwal.

    With an aim of helping smoking move toward a healthier life by reducing and eventually quitting the habit, Nicotex continues to motivate consumers with their TVC and digital campaigns.

  • Nicotex shows how to quit smoking effectively

    Nicotex shows how to quit smoking effectively

    MUMBAI: Cipla Health brand Nicotex, has launched a new TV advertisement for its smoking cessation chewing gum highlighting the right dosage and the right usage of the brand to effectively reduce or quit smoking.

    The TVC delves into the mindset of a smoker who seeks advice from a friend who has now quit smoking with the help of Nicotex gums.

    Cipla Health category director Anshul Mishra says, “We as a brand understand the psychology of a smoker, the constant struggles and endless attempts to quit smoking. A lot of smokers trust Nicotex to be their companion in this difficult journey to quit smoking. Our approach in this piece of creative has been very sharp and positive. We aim to educate our consumers and highlight the importance of using the right dosage of Nicotex and following the correct chewing technique which will help them cope with their struggle.’’

    The advertisement was conceptualised and created by Soho Square, a Mumbai based advertising firm, with the intention of driving education among the consumers to start their journey to quit smoking with the correct dosage and consumption of Nicotex.

    “Quitting smoking is tough and disheartening for the smoker each time he fails at quitting. Many a times consumers take the first step of trying Nicotex to quit, but due to incorrect consumption lapse in their effort. Any product consumed correctly gives best results, true for Nicotex as well. Thus the purpose of this communication was to educate consumers to get the best result from their efforts, purposefully kept simple,” adds Soho Square ECD and creative head Anuraag Khandelwal. 

    With an aim to make a strong resolve to have a smoke-free life ahead of us, Nicotex continues to motivate consumers with their TVC and digital campaigns.

  • Linc Pen encourages students taking exams

    Linc Pen encourages students taking exams

    MUMBAI: Linc Pen and Plastics, one of India’s most trusted writing instruments for the last four decades with a strong presence over 50 countries, has lauded the resolution and hard work of students who are taking their board exams this year with a brand new advertising campaign, Best of Luck.

    Keeping the simplicity alive of the three most common words spoken to each other by students before tip toeing expectantly inside the examination hall, Linc Pen weaves in the magic that transpires to raise the self-belief through simple humane touch. All the love and appreciation the brand has received throughout its growth trajectory, Linc Pen’s ad campaign touches the emotional chords of all its connoisseurs, celebrating a vital phase of student life by wishing all across India.

    Linc Pen kicked-off its campaign aiming to connect directly with their students. It is a clear shift from the oft-repeated ‘strong, foreign, technology, quality, innovation and smooth writing’ proposition in the writing instrument category communication.

    The advertisement is unique as it helps the viewer to relate more to the inherent qualities of the brand through the sojourn of a little girl becoming an inherent part of another person’s life and their success story.

    Most pen brands during the exam season talk about new or cool features or simply how their product is superior than others in terms of writing. The stationery category doesn’t witness too much of brand loyalty and is mostly run by students asking for a certain type of pen or at a certain price point. Linc wanted to build preference for itself by finding an emotional place in the hearts and minds of these students and their parents.

    The TVC has been created by Soho Square Advertising and Marketing Communications and is live on digital platforms YouTube and Facebook.

    Linc Pen and Plastics managing director Deepak Jalan says, “Through this new campaign we connect with every student to not just attain success in life but also transform into a better human being.”

    The campaign has already garnered 4 million views on Youtube and 3.5 million views on Facebook for its poignant storyline.

  • Aprilia shows two can have fun on its bike

    Aprilia shows two can have fun on its bike

    MUMBAI: Staying with the idea of fun being integral to its product’s personality, Soho Square Mumbai has created a new campaign for Aprilia to launch its latest bike SR 125.  

    The SR 125 bike is especially designed for Indian riding habits where bikers often ride with a pillion passenger. A host of features like longer seats, raised grab handles, 125cc engine and 14-inch wheels make it an enjoyable ride for two. 

    The ad campaign, led by the TV commercial, takes us on a fun ride where eccentric characters find their fun-twin while riding the bike. Two superheroes, retro kings and beat-boxers are seen in pairs grooving to a hip track as they ride the new bike together. It’s an interesting approach that aims to stand out amidst other similar category advertising and appeal to the young consumers.  

    Soho Square Mumbai, the creative house behind the idea, has created the integrated campaign involving TV, print, outdoor and digital communication around the idea. 

    Soho Square Mumbai executive creative director and creative head Anuraag Khandelwal says, “We believe that the best way to have fun is with a companion, and the bike with its features enables one to do just that -have fun with a like-minded person. In the commercial we’ve shown how various people find their ‘Funtwins’ in the most unexpected situations.”

    Commenting on the objective behind the film, Piaggio CEO and MD Diego Graffi adds, “The two-wheeler segment is very important to us in terms of growth. With the addition of the SR 125, we are well poised to better serve the Indian markets. This communication will surely help us in doing so.”

  • Amitabh Bachchan flaunts his Lux Venus

    Amitabh Bachchan flaunts his Lux Venus

    MUMBAI: Kolkata-based innerwear brand Lux has roped in Amitabh Bachchan as the brand ambassador for Lux Venus.

    To connect the brand message ‘Yeh andar ki baat hai’ with the brand ambassador, Soho Square, Mumbai, conceptualised an extensive campaign featuring Bachchan in a witty character.

    The TVC focusses on Bachchan telling the audience what it takes to make it big in life, in an intriguing and entertaining manner.

    Lux Industries Chairman Ashok Todi says, “Similar to Mr. Bachchan’s popularity as an actor, Lux Venus is liked by people of all demographics. Its appeal synergises with Mr. Bachchan’s personality. We hope to reach a wider market pan India with this endorsement.”

    Soho Square, Mumbai ECD and Creative Head Anuraag Khandelwal adds, “Advertising in the briefs and vests segment has always been about machismo and physique. Our goal was to break the category format and present Mr. Bachchan in a humorous as well as a memorable avatar. With Mr. Bachchan portraying a common man in a common setting, this TVC will strike a chord with the masses all over the country.”

    Lux Industries managing director Pradip Todi believes that the strategic move will help the brand grow and sustain its leadership position.

    The campaign is being taken forward across a mix of media which includes television, online, print, digital and out-of-home.

  • Varun Dhawan shows off his Lux Cozi undergarments

    Varun Dhawan shows off his Lux Cozi undergarments

    MUMBAI: Lux Cozi is all set to reiterate its position within the youth with its second TVC starring Varun Dhawan. With this film, the brand takes a step forward to increase its exposure and strengthen its connection with the masses.

    In the new TVC, conceptualised by Soho Square and shot in Budapest, Varun exemplifies the proposition of comfortable playfulness. He does so by flaunting the innerwear through smooth, effortless moves. His adrenaline-filled chase and carefree antics are complemented with upbeat music.

    Lux Industries chairman Ashok Todi says, “Besides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Cozi’s philosophy of ‘Suno toh apne dil ki’. The response to Varun’s association with the brand has been phenomenal – the TVC crossed 1.5 million views in just four days.”

    For the second leg of the campaign with Varun, the agency had to carve a niche in the minds of the audience and the challenge was to resonate with their temperament, while seamlessly incorporating Varun’s style and fashion sense.

    Soho Square Mumbai ECD and creative head Anuraag Khandelwal mentions, “Most Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with today’s youth that is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.”

  • Soho Square wins creative mandate for Medlife

    Soho Square wins creative mandate for Medlife

    MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire experience a seamless process. The business will be handled out of the agency’s Bengaluru branch.

    MedLife brings together all stakeholders in the form of a single app-based platform, thereby providing customers with a smooth experience. The app promises to make healthcare delivery simple, accessible and affordable. From buying medicines to booking lab appointments, the MedLife app makes healthcare easy for customers. The brief from the client, meanwhile, was to communicate the ease of access to genuine medicine.

    MedLife CEO Tushar Kumar says, “We’ve always wanted our customer-facing communication to be easier, more joyous and for it to put a smile on faces. We wanted to drive home a short and simple communication to our potential customers that MedLife stands for the best ethics, best pharmacy practices, best service and most honest prices.”

    Soho Square India chairman & chief creative officer Sumanto Chattopadhyay adds, “It is exciting for us to work with one of the pioneer online pharmacies in India. We hope to play a role in helping them grow and prosper. While this is still a nascent category, it is one with tremendous potential; helping Medlife unlock this potential will be a very interesting journey for Soho Square.

    Given the size and volume of India, like any other consumer sector, the consumption in healthcare is huge. Only 1 per cent of the country buys medicine online. “With this opportunity ahead of us, our mandate is to create awareness and grow the category rapidly. The product on offer is truly advanced, which we believe has the potential to change the way India consumes medicine. This collaboration has already got us excited and we cannot wait to begin seeing what they have in store for us,” he adds.