MUMBAI: The ongoing festive season is a welcome respite that everyone has been looking forward to. To truly celebrate the spirit of festivals we have seen some beautiful campaigns by leading brands. Leading the ad bandwagon post lockdown is Tanishq with another gem – the Ekatvam campaign – inspired by the theme of ‘Oneness’, a confluence of India’s finest art forms, intricately knitted into their festive collection.
Tanishq and Laqshya Media Group executed a 10 city campaign – Mumbai, Delhi NCR, Bangalore, Kolkata, Hyderabad, Chennai, Ahmedabad, Pune, Lucknow, and Patna.
Launched on the 16th of October, the OOH campaign is a part of brands 360-degree campaign for the new festive collection and will be displayed for a month. It encompasses an area of 1,52,000 sq ft of OOH media has been utilized to create maximum impact and reach the target audience. Catching imagery and iconic large format sites have been selected to ensure the highest visibility. Other mediums like bus shelters, metro pillars, etc. have been used as well to ensure wider coverage and frequency. Media at congregation points, nodal points, main jewelry markets, and arterial road of each of the cities were identified to ensure the best reach for Tanishq’s target group.
Titan Company Limited VP category, marketing & retail Tanishq Arun Narayan said, “The past six months have made us realize a few things through the selfless acts of our people across the country and our own experiences dealing with many challenges of these times. “Oneness" is a key essence of humanity and it is paramount to come together as one, to help each other rebuild and prevail over these challenges. We are celebrating and expressing this through the brand and collection thought of "Ekatvam". The new, exciting collection is a confluence of various art forms from around the country featuring the artistry of our nation’s best karigars across craft centers bringing alive the central thought of the 'beauty of oneness'. Importantly, this collection we believe will help strongly rebuild the livelihoods of our jewelry Karigars across India and illuminate their homes this Diwali"
Laqshya Media Group CEO Atul Shrivastava said, “Tanishq as a brand has always believed in the power of OOH media to reach the consumers. It is not only their Target Audience, but even the advertising industry looks forward to Taniqshq advertisements and campaigns. With the different phases of Unlock, traffic is almost 80 per cent of the pre-Covid era. This aligned with the festival season and customers coming back to markets. It is just the right time to reach consumers through OOH. Tanishq is upholding the beauty of unity and bringing to us the exquisite handwork of the Karigars of India. We at Laqshya are very proud to bring this campaign to everyone through our carefully and scientifically-planned OOH media campaign that had used extensive databases and metrics from Laqshya Media’s proprietary platform called SHARP. The Laqshya team has always executed this campaign brilliantly despite restrictions of limited lockdown and safety issues related to Covid. It is definitely one of the most visible and attractive campaigns.”
NEW DELHI: Titan Company reported an 89 per cent recovery in sales in Q2 of FY 2020-21 led by sharp recovery in the jewellery division post the significant disruption caused by the Covid 19 pandemic in India in the first quarter of the fiscal.
The total income for the quarter was Rs 4,389 crore, including sale of gold bullion to the extent of Rs 391 crore, resulting in a decline of less than 2 per cent compared to the income of Rs 4,466 crore for the same quarter in the previous year.
The decline in total income excluding bullion sale was close to 11 per cent. The total income for the first half of the fiscal (Hl) was Rs 6,290 crore (including bullion sale of Rs 992 crore), a decline of 34 per cent against the income of Rs 9,461 crore in the corresponding period last year. The decline without considering the bullion sale was 44 per cent.
With the lockdowns being lifted in most parts of the country, the company was able to operate most of its stores across all its divisions. Customer walk-ins have started improving even as social distancing norms remain. The recovery rate of revenue improved substantially in the quarter, with the rate being 55 per cent for the watches and wearables division, 98 per cent for the jewellery division and 61 per cent for the eyewear division.
While the customer sentiment improved substantially in the quarter, there was greater willingness to spend on plain gold jewellery and gold coins rather than pure discretionary items, explaining the reason why the recovery rates in watches and eyewear and even studded jewellery within the jewellery division were lower.
The jewellery division recorded an income of Rs 3,446 crore for the quarter (excluding gold bullion sales) as compared to Rs 3,528 crore last year, a decline of 2 per cent. The watches and wearables business recovered well in the quarter to record an income of Rs 400 crore against Rs 719 crore in the previous year, a decline of 44 per cent.
The eyewear business also improved with revenues declining by 39 per cent in the quarter, recording an income of Rs 94 crore as against Rs 154 crore last year.
Other segments of the company comprising Indian dress wear and accessories recorded an income of Rs 23 crore compared to Rs 44 crore in the previous year, a decline of 48 per cent. Consequent to the recovery, the company declared a profit before tax of Rs 238 crore, compared to Rs 429 crore in the previous year, a decline of 45 per cent for the quarter. The result is after a provision of Rs 34 crore for dues from a broker relating to commodity hedging. Despite the profit in the quarter, the company has recorded a loss of Rs 97 crore in Hl compared to a profit before tax of Rs 952 crore in the previous year.
The jewellery division declared earnings before interest and tax (EBIT) of Rs 285 crore for the quarter compared to Rs 384 crore in the previous year and Rs 231 crore for Hl compared to Rs 826 crore in the previous year. The watch division reported a loss of Rs 4 crore for the quarter (EBIT of Rs 113 crore in the previous year) and loss of Rs 168 crore for Hl (EBIT of Rs 241 crore in the previous year). The Eyewear division turned around remarkably in the quarter with EBIT of Rs 9 crore (loss of Rs 31 crore in the previous year) and a loss of Rs 22 crore for Hl (loss of Rs 10 crore in the previous year).
Titan Company MD C K Venkataraman said, "The recovery that the company has witnessed in the quarter has been very satisfying and the positive consumer sentiment witnessed gives rise to hope that the festive period could be good for all the divisions. The company continues to gain market share in its key businesses. The focus on cost and capital employed has helped manage our bottom line and cash flows very well."
The principal subsidiaries of the company also performed well. Titan Engineering and Automation Ltd (TEAL) recorded revenues of Rs 167 crore (decline of 16 per cent) and profit before tax of Rs 25 crore (decline of 19 per cent) for Hl FY 2020-21.
CaratLane clocked a growth of 10 per cent and a positive EBIT in the quarter and ended with a revenue of Rs 194 crore (decline of 28 per cent) during Hl and a net loss of Rs 24 crore.
NEW DELHI: Durga Puja is a time when people come together in joy and celebration. The streets are chock-a-block with revellers, the night glows with colourful light displays, and the very air thrums with excitement and gaiety. Brands look forward to this time of the year and come up with beautiful creatives that celebrate the festive spirit to resonate with their target audience.
While this year is different, brands haven't shied away from reaching out and connecting with consumers in a number of different ways. Their pujo ad campaigns this time around are designed around the resilience of the human spirit, overcoming difficult times through a positive outlook, and celebration with responsibility.
Here is a compilation of a few of them: –
Tanishq
The jewellery brand’s festive campaign Ekotai Shundor, Ekotai Shokti is an ode to the resilient spirit of Bengal and Bengalis. The ad film encourages people to come together and celebrate pujo while adhering to safety norms. It resonates with the message that we can overcome any obstacles in our way with the spirit of oneness and unity.
The campaign features popular Bengali actor and Tanishq’s brand ambassador for the east region Mimi Chakraborty. It highlights the rituals and traditions associated with this auspicious festival and the mythos of Maa Durga.
Shoppers Stop
Titled Ami Alo or ‘I Am The Light’, the film by apparel & lifestyle brand Shoppers Stop showcases how women, even in the most difficult and darkest of times, embody the characteristics of Goddess Durga. She is one-of-a-kind (Advitiya), powerful (Shakti), fearless (Nirbhay), and light (Ami Alo).
Depicting the festive season as a celebration of families coming together during such difficult times, the campaign urges customers to step out of the darkness, stand together and bring the brilliance back into their lives. Above all, the film recognises women as the beacon of hope and positivity for their family.
Asian Paints
Asian Paints has a long association with Durga Puja. As part of their Sharad Shamman campaign this year, the brand has launched a new film Dugga Elo Ghawrey – Maa Durga is coming home.
Dugga Elo Ghawrey is a story of little Mini’s pujo surprise. The film opens with a despondent little girl ruing the fact that she won’t get to enjoy the customary pandal hopping and other pujo delights. Then, her family takes it upon themselves to transform their home into a vibrant pujo pandal, complete with carnival games, snacks and sparkling laughter. As for the homecoming of the Goddess, the little girl discovers Durga Maa on her living room wall. Her mother paints the Goddess with Asian Paints wall colours, thereby bringing a new kind of celebration to light.
The melodious background score in the film has been created by renowned band Lakkhichhara.
ZEE5
ZEE5 has launched a digital campaign #MaayerSatheMaakeDekha to encourage viewers to celebrate pujo by paying a tribute to their mother alongside Maa Durga. The platform has roped in five renowned celebrities of the Bengali entertainment industry to feature in five heart-warming videos, where each of them reminisce about their childhood memories around pujo, realizing in the bargain how mothers would often get relegated to the side-lines for the overall fanfare. The campaign makes an impassioned appeal to everybody to appreciate and recognise our mothers more, and most importantly, give them our love and time. The videos also see each of the known faces highlight all the special things they will do for their mother to make this pujo memorable for them, encouraging the audience to do the same.
Welspun
Domestic brand Welspun has launched a multi-pronged campaign #ChaloPaltai this Durga Puja. Through this initiative, Welspun has tried to convey the positives of inverting established gender roles. Inspired by Welspun’s reversible bed sheets, the campaign showcases the powerful stories of women who defy gender norms and societal limitations to take on vocations that are considered a man’s domain, such as purohits (priests), dhakis (percussionist), and sculptors.
Joy Personal Care
Beauty brand Joy, which enjoys a strong market presence in West Bengal, has attempted to capture the vibe of Durga Puja in their latest campaign Dugga Elo. The music video features 10 popular Bengali celebrities preparing for the festival in their own way and indulging in the celebrations whole-heartedly. Akriti Kakkar has lent her voice for the upbeat song and it strikes an emotional chord with audiences by evoking the vibrant and cheerful spirit of pujo.
NEW DELHI: The team at Tanishq couldn’t have foreseen, even in their wildest dreams, that a simple ad about two communities co-existing in peace and harmony would land them in such massive trouble. They have been dragged on social media, in the equity markets, probably on the ground too (if news reports are to be believed). It’s fair to say that the trolls, naysayers, and people with a different mindset forced them to pull down their creative. Overnight, what was meant to promote their brand ahead of the festive season instead became a hot-button issue, for all the wrong reasons.
What did it showcase: A young daughter-in-law all set for a baby shower. Only that she is a Hindu married into a Muslim household, and for the sake of her happiness, her new family is celebrating the occasion in accordance with her traditions.
The idea of a interfaith union is not an alien one in India; there are enough number of Hindu-Muslim couples across Bollywood, sports, business and what not. So, there was not even an iota of sentiment that hurt any religion. But naysayers felt the pinch, lashed out at the brand in a big way and pushed it on the backfoot.
However, the advertising industry came to the rescue of the much-maligned brand. ASCI, IAA, AAAI and The Ad Club issued separate statements, strongly condemning the trollers and extended their support to Tanishq, even going as far as to say that the jewellery maker could restart its campaign if they so wanted, as it did not contain any misleading or unethical content in the first place.
This is not the first time when an ad has been attacked or trolled but it is one of the rare occasions when the advertising associations quickly turned around and created a special committee to evaluate the ad and give it a green chit.
We spoke to several creative stalwarts and advertising agency bosses who in a unanimous tone censured trolls, supported the brand, and stood for the freedom of expression in the advertising business.
Dentsu CEO APAC and chairman – India Ashish Bhasin is pleased to see the industry coming together in support of the cause. “Everyone in advertising would want the freedom of expression of this fraternity to continue and not get endangered. I think it is a good example of the entire community coming together to support the cause since it is of common interest to all. In the marketplace, we may compete as different businesses and agencies. However, one good thing about the advertising fraternity is that when it comes to issues of common interest, we cooperate and collaborate in the truest sense and I have witnessed this many a time. I am pleased that the fraternity is coming together to take a stance on something that affects everyone. Right now, it is just one agency or one client, but tomorrow it can be other agencies and clients as well. So, it is important for the fraternity to state its point of view, which I think is well done this time,” says he.
Spring Capital founder and creative partner Arun Iyer is someone who has worked with Tanishq in the past and understands it. He could not find a reason as to why people are upset about the film as there is nothing wrong with it. “It is a neat piece of work and the intent behind it is nice. The film simply shows that the two communities can live together peacefully. However, there is a faction that thought otherwise. It is unfortunate that people have to take sides (for or against) on this piece of work as there is no need for it. Also, if there was not this much of trolling, may be the ad also would not have garnered this level of attention. I believe people are becoming increasingly sensitive about matters involving Hindu-Muslim. The brand has a point of view and it should not be blown out of proportion,” believes Iyer.
The Social Street founding partner and CEO Mandeep Malhotra is happy that the industry associations are standing by Tanishq as these associations are like an extended family of the brands. “As a consumer, personally, I did not find anything offensive with the ad. However, we live in a country where people can be divided over extremely small issues. I personally feel it’s a good sign that the associations are showing solidarity with the brand in these low times. These brands have contributed very strongly to the community and it is one of those times when the family should be standing by you especially when you are right and have done nothing unethical. Also, I believe that the situation has already helped the brand achieve its objective of reaching out to people – in a good way or bad way, it remains to be seen,” Malhotra adds philosophically.
DDB Mudra West VP & head strategy Toru Jhaveri opines: “I don't think advertising should have great pretensions beyond persuasion. Ads are storytelling snippets that move products, and the best ones are beautifully crafted and move people, too. Whatever power advertising has as a cultural force, lies in its ability to represent and normalise reality – which is one crucial way of shaping it. After all, imagining begins with an image, with seeing – or hoping to see. The Tanishq film was honestly simply a nice, warm film until we could no longer see it. Which begs the question: what else can we expect to stop seeing, and then imagining?”
Tidal7 co-founder and chief creative officer KS Chakravarthy demands what the fuss is about anyway? “I think the very vocal opponents are missing the fundamental point – if an ad, any ad, offends people's sensibilities, the advertiser will pay the price in terms of brand image, goodwill, and ultimately, business. So if an ad is truly offensive to the vast majority of this country, it will be punishment enough by and of itself. If on the other hand it does not offend, and actually wins respect and affection, then what's the fuss about anyway?” asserts Chax.
Infectious Advertising co-founder and director Nisha Singhania is unhappy with the situation and sees the attack as completely unwarranted and uncalled for. “It’s a lovely ad which actually represents India and it’s secular values beautifully. Tanishq as a brand has always done path breaking work and I congratulate them once again for doing the same. It is very unfortunate that the ad had to be pulled off, I commend the entire team behind it. It is sad that we live in times where stories that inspire equality and promote brotherhood have become objectionable,” she says.
Havas Group India adds, “We have our Group CEO Rana Barua as both an industry representative and a Mancom member of all 3 institutions – IAA, AAAI and The Ad Club part of all the decisions taken by these industry bodies condemning the attack, which remains our stand."
Tanishq is a creative brand that has done some very topical promotions in the past that have broken through the clutter and sparked conversations. It will be interesting to see if the brand manages to bounce back and resume its campaign with all the support it has garnered from the industry.
NEW DELHI: The advertising industry is putting up a show of support for jewellery brand Tanishq, after the latter was forced to roll back a commercial in the face of widespread outrage on social media.
Earlier today, the Advertising Agencies Association of India (AAAI) said it disapproved of the targeting of the commercial. Now, The Advertising Club has strongly condemned the threatening and targeting of Tanishq and its employees.
"After the review by our internal team, consisting of multi-sectoral experts we have come to a clear consensus that the ad breaks no ethical standards, is not derogatory to any person organization or religion and does not hurt any national sentiment," it said in a statement.
The advertising body further said that it disapproved of the aggression expressed on online platforms against the brand and found this “baseless and irrelevant attack on creative expression” extremely concerning.
“The Advertising Club upholds the primacy of creative freedom as a fundamental right of the marketing and advertising fraternity and hence disapprove of the approach to stymie that freedom,” it added.
The advertisement in question was also viewed at the Advertising Standards Council of India (ASCI) by an independent panel – The Consumer Complaints Council, which is representative of multiple stakeholders from industry, civil society, lawyers and consumer activists. The panel found nothing in the advertisement that was indecent or objectionable or repulsive that could lead to grave and widespread offence.
The 45-second Tanishq ad on interfaith marriage had triggered a furious backlash on social media. While a section of netizens accused the brand of promoting 'love jihad', others came out in support of it.
New Delhi: The Tanishq ad controversy seems to have got the attention of the entire advertising industry. In the latest development, Advertising Agencies Association of India (AAAI) said it disapproved of the targeting of the commercial. The association mentions that the threats against Tanishq as well as its employees, which led to the withdrawal of the advertisement, are a matter of great regret and concern.
The advertisement in question, in fact, was also viewed at the Advertising Standards Council of India (ASCI) by an independent panel – The Consumer Complaints Council, which is representative of multiple stakeholders from industry, civil society, lawyers and consumer activists. The panel found nothing in the advertisement that was indecent or objectionable or repulsive that could lead to grave and widespread offence.
There is a consensus among all allied bodies and The International Advertising Association (IAA) India Chapter and The Advertising Club also support this.
For the last two days, the brand was roundly slammed by trolls on social media for upsetting their religious sentiments. However, a large number of people across the country have stood up for the brand and are supporting the ad. This includes several advertising personalities, actors and other people.
NEW DELHI: Last week, #BabaKaDhaba went viral and showed the positive impact social media can have when used constructively. However, this week the internet was once again caught in a digital storm, divided on an ad posted by Titan Group’s Tanishq. The popular jewellery brand recently launched a new ad titled Ekatvamto celebrate “unity in oneness.”
The 45-second Tanishqspot, released ahead of the festive season, showed a baby shower being thrown by a Muslim family for their daughter-in-law, who is a Hindu. In the video, the young woman, realising that the ceremony has been organised conforming with Hindu traditions, anxiously asks her mother-in-law: "Par yeh rasam toh aapke ghar mein nahi hoti hai na? (But this ceremony is not observed at your place, is it not so?)," to which the latter replies, "Bitiya ko khush karne ki rasam toh har ghar mein hoti hai na? (The ceremony to make the daughter happy is held in every house, isit not so?)"
The description of the Tanishq commercial is as follows: “She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions, and cultures.”
No sooner was the ad posted than it met with vicious trolling and expletives by a section of social media users who alleged that it promoted ‘love jihad’ and began trending the hashtag #BoycottTanishq.
However, another section of users on Twitter also supported India’s most trusted jewellery brand, lauding its effort to highlight that interfaith marriages can work and upholding the idea of a secular India.
Taken aback by the controversy, Tanishq pulled down the spot, tweeting, “One as a Nation. One as Humanity.’ That is what Ekatvam stands for,” to reiterate the message of communal harmony in the film.
Tanishq has officially withdrawn their ad after being trolled viciously. Here's why this is a very sad state of affairs, and context from other such ads that were trolled (and some, withdrawn) https://t.co/Nb0cSiTPHXpic.twitter.com/sn3IMBqdmC
Yesterday, it once again gave a lengthier explanation on Twitter why it took the extreme step: “The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened by this inadvertent stirring of emotions and withdraw this film, keeping in mind the hurt sentiments and well-being of our employees, partners and store staff.”
Which once again got the trollers annoyed, who stated the boycott Tanishq campaign would continue as the brand had insinuated that the trollers would resort to strong arm tactics, showing “Hindus” in poor light.
Various brands in India have faced a similar situation where they had to buckle to the collective pressure on social media. But should brands bow down to these attacks?
Brand expert N. Chandramouli says that brands that have attempted to take a brave moral stance should anticipate recoil from those on social media. "The portents are not good if a brand takes a step back, as it shows a lack of courage, conviction, and spine."
He further says that a brand may do away with an ad under various circumstances, and not all of them are due to boycott calls. “Sometimes there are certain calls that may get made that pressurise the management. Sometimes, of course, the boycott calls are so vociferous, that the brand does so on its own. However, in both cases, the brand’s image gets tarnished due to the pull-back.”
Brand-nomics MD Viren Razdan has a different take on the issue, when he asks: "If the ad has been pulled down, did Tanishq not foresee any such issues? Or were they okay with the controversy it would kick up? If it’s the latter then it’s really a new brand direction for them.”
Nevertheless, this is not for the first time that a creative product has been brutally trolled for portraying Hindus and Muslims doing things out of the ordinary with each other. In 2019, just before the festival of Holi, Surf Excel had released an wherein a Hindu girl respects a young Muslim boy dressed all in white (going for his prayers) and prevents her friends from spraying him with coloured water. She then rides him to the mosque on her cycle, giving him a shield of protection all the way. Apparently, the film evoked a severe reaction on social media for promoting love jihad and for describing the colours of Holi as daag (stain).
Around the same time, Brooke Bond too got called out on Twitter for “portraying Kumbh Mela in a bad light” and “hurting the sentiments of Hindu pilgrims.”
Boycott karne se pehle dekh lena khareedne ki aukaat hai bhi ya nahi! #tanishq
— Ritu (सत्यसाधक) #EqualRightsForHindus (@RituRathaur) October 12, 2020
Even after producing brilliant creatives and thought-provoking ads, the question that arises in light of the Tanishq episode is: whether advertisers have any space for experimenting or going bold or touching grey areas while expressing oneselfcreatively?
Chandramouli says that owing to the current state of affairs in the country, social media has become highly polarised. Trolls who have seen their actions yield ‘results’ resort to the tactics of provocation and outrage to drive negative sentiment against whatever challenges their biased views. “It must be remembered that when a big brand pulls back, it further encourages the trolls, and sets an incorrect impediment for other brands attempting to venture to do something bold.”
Mirum India director of brand strategy and client services Mohit Ahuja also agrees that Tanishq’s fearful reaction has set a wrong precedent. "It not only bows to the pressure tactics of trolls who get braver by actions like these but also encourages similar action by other brands. It will make communication as a whole poorer. If advertising does not foster love and inclusivity, what will? Is communication like this not the main reason that most of us remain in advertising?"
Using religion and politics in advertising is a ticking time bomb, as it requires a nuanced understanding of how the people of India, beyond one's Facebook friends, think.
Scarecrow M&C Saatchi founder Raghu Bhatt opines that an ad is supposed to create goodwill and sales, not rancour and a product boycott.“If an ad is offending people, every brand will be sensible about it, apologise, and withdraw. The people who are criticising Tanishq for its action have nothing to lose. Unlike brand creators, brands can't have egos. Tanishq is sending a message that it doesn't want to hurt anyone's feelings,” he asserts.
Rediffusion Y&R former president Dhunji S. Wadia wrote on his Facebook page: “Community before commerce has been the founding tenet of the Tata group (of which Titan and Tanishq are a part). If the life of even one employee is threatened then it's prudent to act in the individual's interest. Check out the threats to the marketing person on social media. Withdrawing the ad seems far gracious than putting your employee's life in danger. Keyboard warriors can keep bashing on. It won't tarnish the reputation of the group whose humane quality remains unmatched, #TanishqAd".
Taproot Dentsu chief creative officer and co-founder Santosh Paddy declares that it’s high time that the industry stood together on issues such as these. “Why is our industry being targeted every single time? Creativity is the core of our business and we cannot be pushed in the corner every single time. We are the soft targets as brands are involved. It’s high time we give a hard push back, to theauthorities for this biased behaviour. It’s creative freedom for some and beating for some?”
It's really sad to watch what kind of country we are turning into. An ad uniting two religions has to be taken down in the country which used to be called secular since forever.#tanishqpic.twitter.com/8E7UDl7PeH
indiantelevision.com has compiled a list of ads which have faced criticism in the recent past: –
Anouk Myntra
The ad with the tagline 'Bold is Beautiful' by Anouk fashion brand under Myntra was applauded as well as criticised for taking on the sensitive topic of homosexuality. The ad featured a lesbian couple preparing to break the news to one set of parents.
Kalyan Jewellers
In 2018, Kalyan Jewellers withdrew an ad featuring Amitabh Bachchan and his daughter after it came under attack for creating 'distrust' in the banking system. People threatened to sue the brand for accusing it of "casting aspersion and hurting the sentiments of millions of personnel" through the advertisement.
Amazon
The e-commerce company found itself in the midst of a controversy for allegedly selling products like slippers, doormats, and toilet seat covers with the pictures of Hindu gods and goddesses. The pictures were widely circulated on social media and Amazon was roundly criticised for hurting the sentiments of Hindus. People expressed their displeasure on social media and raised calls to boycott the e-tailer.
Gillette
The brand launched a commercial asking men to be better versions of themselves, which sparked a debate about whether companies should simply stick to promoting their products or sell social causes.
Ola
Ride-hailing app, Ola rolled out an ad a few years back to promote the affordability proposition for its Micro service. The ad featured a young couple out shopping on the streets. The boyfriend, who is paying for his better half, eventually says: “My girlfriend costs Rs 525 per Km but Ola Micro costs just Rs 6 per km". The underlying message was that using an Ola Micro is cheaper than dating a woman. The campaign was attacked on social media for being sexist and was withdrawn by the company.
NEW DELHI: Rabindranath Tagore described the fragrance of autumn as one of shiuli flowers and incense. But the poet forgot one little thing – for Bengalis, the autumn air is charged with anticipation for Durga Puja, or pujo. Everyone – from the young and the old, prosperous or modest – comes together to celebrate this annual festival. Family gatherings, pandal hopping and festive shopping are de rigueur. But in the new normal post Covid2019, pujo will be different this year. What hasn’t changed is the zest for pujo in the heart of every Bengali: for it is not just a festival, but an emotion.
With this sentiment, jewellery brand Tanishq has launched its new campaign Ekotai Shundor, Ekotai Shokti (unity is beautiful, unity is strength), an ode to the resilient spirit of Bengalis. The campaign intends to kick start the season of celebration and encourages people to come together while adhering to safety norms.
Conceptualized by Tanishq and WYP Brand Solutions, the campaign features popular Bengali actress Mimi Chakraborty, who is also brand ambassador of Tanishq for the east region. The campaign dwells on the lore of Pujo and the myths of Maa Durga and is shot against the backdrop of rituals and traditions which are integral to Pujo.
The campaign attempts to put across the message, more relevant than ever in these times, that one cannot battle it out alone and the true essence of victory lies in the spirit of oneness.
The campaign also celebrates the Karigars and the entire ecosystem who infuse life into every aspect of pujo celebrations – from the potters who shape up Maa’s protima (statue) with dedication, to the daaker shaajer shilpi, to the ones who mould the dhunuchis (earthen incense burners) and craft the pradips (lamps) out of brass – essentially everyone who adorns Maa in all her festive glory.
Also pujo is not only a festival but also an industry which provides livelihood to various craftsmen. This year, the pandemic and cyclone Amphan have significantly impacted the overall wellbeing of karigars and the entire value chain associated with jewellery making.
With their campaign Ekotai Shundor, Ekotai Shokti, Tanishq urges Bengali women to make its latest collection – Aparajita a part of their pujo celebration and appreciate the efforts of Bengal’s karigars for their contribution. The new collection in yellow gold inspired by Bengali traditional designs is exclusively curated for Bengalis, and was released ahead of festive season this year.
Explaining the rationale behind the new campaign, Tanishq GM marketing Ranjani Krishnaswamy said that the campaign has been crafted to instill hope, positivity, and oneness which are intrinsic to pujo celebrations. “First came the pandemic and then came Aamphan and along with it, the realisation as to how no one can battle these adversities all alone. The campaign is inspired by the symbolism of Ma Durga, her avatar of Aparajita and the invincible force she represents.”
He described the campaign as an ode to the countless craftsmen for whom these few days of festivities are a crucial source of livelihood. “Even with reduced demand, they are pouring in their artistry with utmost dedication! These karigars are the foundation of the festivities, involved in evoking faith and devotion through the celebrations,” he added.
NEW DELHI: Raksha Bandhan is a festival of love and bond between a brother and sister and is all about creating special moments. As businesses across verticals have started operations, brands are encashing the opportunity through campaigns over digital media. The foremost reason brands roll out campaigns during this time is to drive engagement with storytelling. In return, this helps the brand to have a long-term relationship with the customers.
Every year, a number of campaigns are launched and this year, many brands are going a step ahead in creating something unique, which breaks the stereotypes and gives a powerful message to the mass audiences. Such campaigns not only resonate a better connection with the target audience but help them to connect at a deeper level.
Mondelez India
Mondelez India has come up with a campaign #CloserThisRakhi, TVC captures the playful relationship of a brother and sister wherein the sister is tying a rakhi to her brother while brooding over the fact that he has become everyone’s favourite sibling in the last three months of the lockdown by connecting with his extended family via video calls. Later when the sister asks him about his favourite sibling, instead of answering, he greets her with a piece of Cadbury Dairy Milk implying she is his favourite. It ends with them laughing and enjoying a box of Cadbury Celebrations showcasing a ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’ moment of bringing people #CloserThisRakhi.
Mondelez India director – marketing (chocolates) Anil Viswanathan said, “In spite of the challenging times, we will continue to inspire India to celebrate with their friends and family. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the new campaign #CloserThisRakhi aims to drive positivity and remind people to bond with their loved ones and cherish every sweet moment possible. The relationship between siblings is rather a special one and like every year, we aim to instil the same joyfulness this Raksha Bandhan and further strengthen the jovial connection between a brother and a sister.”
Mankind Pharma
Mankind Pharma launched a video campaign saluting the #RealHeroes. Through this campaign, the brand is saluting the selfless hard work done by the medical staff for the society. The video showcases a sister requesting the hospital staff to let her in so that she can tie a rakhi to her brother and when she wasn’t allowed. She wished the hospital staff a happy Raksha Bandhan and handed over the rakhi to pass it on to her brother. When her brother received it, he tied it on the wrist of the nurse who had been taking care of him at the hospital.
Mankind Pharma CEO Rajeev Juneja said, “India now ranks third, in the daily increase in COVID2019 cases and this shows the rise in the responsibility of our medical staff, while we will be celebrating all festivities in the comfort of our home, the medical staff will be serving us and saving our lives. Through this campaign, we would like to thank these #RealHeroes and pray for their safety.”
Tanishq
Jewellery brand Tanishq has launched its latest Raksha Bandhan film which celebrates ‘sisters’; the ones who manage to be both, the most annoying as well as the most comforting presence in our lives and yet the ones who will always be there by our side through adversities and celebrations alike. The film beautifully pays a tribute to a special ‘sister’ who has been going out of her way especially in the wake of the current pandemic. The film is not only contextually relevant as it is high on emotions but is also true to the spirit of Raksha Bandhan.
The film ends with a twist where one realises that the sister is also a nurse or a ‘sister’ as nurses are fondly called in India thus urging everyone to #CelebrateEverySister, including nurses, this Raksha Bandhan. The film is written & directed by Bhavesh S Kosambia and produced by Oneness Media.
Usha
Showing the love between siblings – the ’tere haathon ka banaa dal ka halwa’, the honest happy banter, and the doorbell that brings a thoughtful surprise in the form of a new Usha Food Processor that the sister needed. Tender moments that evoke love and longing for siblings lead up to a celebration of Raksha Bandhan over a video call, driving home the message that love means ensuring you keep your near and dear ones safe in their homes.
Usha International president appliances Saurabh Baishakhia said, “Raksha Bandhan is all about the bond between siblings and we wanted them to celebrate that love, but in a responsible way in the times of Covid2019 – by staying safe at home. As for us, we are meeting them more than halfway by making all our products available online and ensuring safe delivery across channels so they don’t need to step out at all.”
The Man Company
Bollywood actor Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective.
The ad shows Ayushmann Khurrana tying a rakhi on his sister’s wrist as opposed to the norm of sister’s tying it on their brothers’ wrists. Sisters often protect their brothers from both physical and mental harm and are always a comforting presence when things seem to be going astray. With a subtle change, the Idea promotes the idea of gender equality.
The Man Company founder and CEO Hitesh Dhingra said, “The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality.”
Daawat celebrates the unbreakable bond of siblings through the video, themed around ‘Khud ki raksha karke apno ki raksha karein’. This Raksha Bandhan, all the brothers would be eagerly looking forward to seeing their sisters who stay away and sisters would be even more anxious to tie rakhis. However, in the current situation, the true meaning of Raksha Bandhan is very different.
The campaign showcases that both brother and sister celebrate the festival with social distancing as distance is the best protection one can provide to their siblings.
MUMBAI: The Global Marketing Excellence Awards organised by the World Brand Congress concluded last week in Mumbai and honoured the best work in the field of marketing across various categories. Laqshya Media Group’s OOH Agency arm OMI executed Tanishq Campaign on OOH was adjudged the Best Outdoor and Location Based Marketing.
The prestigious award admired the entire year OOH campaign planned for them and their impact it had on their brand. The various campaigns throughout the year that were strategically planned to keep the brand’s image and stature high on OOH helped bag this honor. This award for brand excellence celebrates all the hard work and efforts that goes in the campaign from the brand and from the agency side.
Commenting on this award, Laqshya Media Group OMI COO Naresh Bhandari said, "We are extremely proud to have won the Best Use of Outdoor and Location based Marketing for Tanishq’. Every campaign executed by us from them throughout the year was a great success in terms of visibility. The brand scores high on the top of mind recall as compared to its competitors. Congratulations to team Tanishq for all the joint efforts and for being a valuable partner for us throughout. It is always a pleasure to be associated with them and awards like these are a testimony of this great association we have with them. Am sure we will have many more exciting and interesting campaigns to portray in the future too.”
indiantelevision.com has compiled a list of ads which have faced criticism in the recent past: –
