MUMBAI: Tata Salt has launched its new campaign ‘Sawaal Kijiye Apne Namak se’ to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt is universal and one of the oldest food seasonings, there is limited knowledge about the quality of salt and its impact on health.
The TVC, conceptualised by Ogilvy and Mather, stars Konkona Sen Sharma and Tilottama Sharma as the protagonists. Designed as a series, each TVC has been shot to communicate specific product characteristics and quality markers with strong legs in digital, radio and experiential. The phases will highlight quality and purity as the key factors that consumers should consider whilst purchasing salt.
Ogilvy West chief creative officer Sukesh Nayak says, “The campaign had to urge consumers to question the purity of their salt. We demonstrated clinical tests which people can easily replicate at home.”
Tata Salt, over the years, has created a strong emotional connect with its property, ‘Desh Ka Namak’ and is now moving towards building a stronger narrative on health. The new campaign aims to bring forth the evaluation criteria for better-quality salt.
Tata Chemicals chief operating officer Richa Arora adds, “Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt.”
MUMBAI: This year, on International working Women’s Day, JSW is taking this opportunity to celebrate the struggles and victories of every woman, every single day, in a campaign featuring Sakshi Malik — #EveryWomanStrong.
It is easy to celebrate known achievers, but we strongly believe that for every woman who makes it to the spotlight, there are many more who continue to fight across every walk of life. Taking the next step from the Geeta Phogat ‘Will of steel’ campaign, this story is told through the voice and face of Sakshi Malik, India’s pride at the 2016 Olympic. The narrative salutes every Sakshi and infact all women who emerge winners every single day. So in it’s true spirit, this campaign is not just for Women’s Day, it’s for every day…every woman’s day.
With Sakshi Malik as the face of the campaign, the idea is to salute the strength of every Sakshi, and hence every woman. The JSW brand has a focused approach to women’s empowerment across the country through their ‘Janam Se Janani Tak’ initiative run by JSW foundation. Under this initiative, the brand empowers women across 1000 villages in 9 states to stand strong every day.
Ogilvy Mumbai executive creative director Sukesh Nayak said, “‘Janam se Janani Tak’ supports every woman across small villages to stand strong. The idea of Sakshi saluting every Sakshi who fights like her every day and emerges a winner is a perfect way to launch the
MUMBAI: Ogilvy India won the prestigious business of this new brand Bajaj Auto’s Dominar 400 after a rigorous pitch process lasting over two months.
The size of the account is yet to be ascertained, but going by the market anticipation of this bike, this is surely going to be one of the most talked about launches of this year.
Bajaj Auto VP Marketing Sumeet Narang: Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with.
Ogilvy Mumbai EVP Abhik Santara: Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero. Our strategy and creative had to be sharp like a razor to stand out. The Ogilvy team working on Bajaj across planning, servicing and creative (quite a few of them are avid bikers) had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.
Ogilvy Mumbai ECD Sukesh Nayak believes that this was one of the sharpest and yet toughest briefs to crack, said: We knew the feeling it is needed to evoke with the rider and yet find a cut which is never done in the biking world. But once we had cracked the idea, we knew it.
Ogilvy India also manages the Pulsar and Platina brands.
MUMBAI: Ogilvy India won the prestigious business of this new brand Bajaj Auto’s Dominar 400 after a rigorous pitch process lasting over two months.
The size of the account is yet to be ascertained, but going by the market anticipation of this bike, this is surely going to be one of the most talked about launches of this year.
Bajaj Auto VP Marketing Sumeet Narang: Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with.
Ogilvy Mumbai EVP Abhik Santara: Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero. Our strategy and creative had to be sharp like a razor to stand out. The Ogilvy team working on Bajaj across planning, servicing and creative (quite a few of them are avid bikers) had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.
Ogilvy Mumbai ECD Sukesh Nayak believes that this was one of the sharpest and yet toughest briefs to crack, said: We knew the feeling it is needed to evoke with the rider and yet find a cut which is never done in the biking world. But once we had cracked the idea, we knew it.
Ogilvy India also manages the Pulsar and Platina brands.
MUMBAI: Indian DTH player Tata Sky rattled competitors when it launched the world’s first ‘Daily Recharge’ plan for a meager Rs 8, which gave viewers the choice to enjoy TV on a daily basis.
In order to promote this disruptive concept, Tata Sky introduced a first of its kind ad campaign in association with Ogilvy & Mather, comprising a series of 13 TVCs. The campaign weaved into a love story, showcases the Daily Recharge of Rs 8 as the catalyst, igniting a love interest between two youngsters.
Set in a small town in Kashmir, 13 episodes will slowly unveil how the product works and cleverly amplify the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story. Keeping the thrill to know ‘what happens next?’ alive, each TVC will smoothly highlight how the Daily Recharge enables convenience and value for money. The ad will also aptly shows how Daily Recharge empowers subscribers to be in control of their TV expenses, conveying – Jis din TV dekho sirf uss din ke paise do (You only pay for the day you watch TV).
Speaking to Indiantelevision.com on the campaign insight, Ogilvy & Mather executive creative director Sukesh Nayak says, “We had to make the small towns and rural India fall in love with Daily Recharge – a product that was designed to make DTH accessible and affordable to rural and small towns in India. We launched this product with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage, the campaign evolved over multiple episodes.”
When queried on the reason behind choosing Kashmir as the location for the ad shoot, Nayak says, “We wanted a quaint and beautiful small town setting for a romantic story, and Gulmarg is a place you would fall in love with at first sight.”
Every successful one of a kind campaign tends to start a trend and is copied by others. When queried as to whether he sees this concept becoming a trend, Nayak says, “It is not necessary that the multi-film concept will start trending, as it is the idea that drives an execution like this.”
The ads were launched during the Indian Premier League (IPL) with one episode being played each day. Of the ad’s 13 films, every episode is released simultaneously on TV and on the digital platform.
All the videos garnered substantial number of views, but an unusual trend has emerged from the campaign. Of all the eight videos released so far on the social media platform, the first has the least views while the last has the most. Talking about the same, Nayak says, “In an episodic campaign, the response peaks as the story unfolds, hence the ascending views on YouTube. We are extremely happy with the response we have got. This campaign pitches a value offering in a very emotional and endearing manner. If we look at the category both the product and campaign have a very innovative approach.”
The ads were launched during the Indian Premier League (IPL) with one episode being played each day. Of the ad’s 13 films, every episode is released simultaneously on TV and on the digital platform.
MUMBAI: Tata Sky had recently announced a new service to its customers- a karaoke service at home! Now, it has come up with an ad campaign to promote its new innovation.
The direct to home (DTH) player has come up with a series of advertisements promoting the service. Of these, one film demonstrates a group of youngsters partying in their room and another shows a family having fun while singing songs on Karaoke. The ad ends with its tagline ‘Kum se kum lyrics toh sahi honge’ (at least the lyrics will be right).
Tata Sky chief commercial officer Vikram Mehra said, “The love for singing and dancing is epitomized by Bollywood movies. Karaoke may be a new activity for a large part of India, but singing as an entertaining and collective activity was never an alien concept. Be it a family function or a night out with friends, singing our favorite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalising on this sentiment, the Karaoke ads capture the simplicity of tuning into the service any time of the day for non-stop entertainment.”
The concept has been created by agency Ogilvy & Mather(O&M). The professionals who have worked on it include national creative director Abhijit Avasthi and group creative director Sukesh Nayak under production house Curious Films.
Says Avasthi: “Karaoke had to be pitched as a social activity in the realm of enjoyment. While the product was revolutionary we wanted people to see it as on obvious relevant product which seamlessly fits into, rather enhances an already existing moment in their life. Essentially, all we had to do was to let people know the key features of Karaoke that will make fun moments over singing, even more fun.”
Karaoke is available with an HD + set top box. A mic along with 12 month subscription will cost Rs 1990. One album will always be free to sample while new songs will be regularly added.
