MUMBAI: In a unique attempt to create realism, BBH India has released an ad film for the pharma firm Abbott Healthcare Pvt Ltd on TV and digital on 22 May, featuring the real cast and crew of the film who come together to overcome a specific health condition.
The film extends to create an integrated approach to story-telling with each of the eight key cast and crew telling his or her own story. The campaign became possible because of their spirit, backed by modern healthcare and Abbott’s breakthrough products.
Talking about the campaign, Abbott regional marketing officer Joshua Grace said, “Helping people live their healthy and full lives is why we come to work. We have been creating breakthrough health products for over 125 years, and we recognize the unstoppable spirit of people, who are getting on and living amazing lives, despite the health challenges they face. This campaign is about telling the story of their spirit and inspiring others to feel they too can do the same.”
BBH India CCO and managing partner Russell Barrett said, “It’s so much more persuasive to do instead of saying. That’s what we’ve managed with this campaign. Instead of merely capturing an actor, in a situation, we’ve turned the camera inwards and demonstrated how amazingly resilient and unstoppable people are when confronted with health challenges. It was a huge challenge to create a film like this and that we succeeded is a testament to the brilliance of the cast and crew behind the ad.”
The campaign story focuses on how modern healthcare has helped people to push past the seemingly impossible to have a life full of rich experiences and fulfilling moments. In line with Abbott’s philosophy, ‘Life.to the fullest’, this campaign builds on Abbott’s 2016 campaign by BBH India. The TVC naturally extends from last year’s activity also created by BBH India, which received an overwhelming response from across the industry. Last year’s radio campaign showcased three real people who recorded live radio ads while rafting through rapids, paragliding, or running the Ladakh marathon, despite facing heart disease, diabetes and the challenge of ageing healthily. It was the first ever radio campaign to be recorded live.
BBH India managing partner and CEO Subhash Kamath said, “I think we’re onto something really big and long lasting. Real stories of real people, living life to the fullest, were something we started last year on radio and online video. We are taking it to the next level this year by creating a real story for television too.”
MUMBAI: Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has rolled out the latest television commercial (TVC) for exciting 4th Gen upgrade of Activa – India’s No. 1 selling two-wheeler brand.
Developed by Dentsu One, a Dentsu Aegis Network agency, the TVC was launched with the World Television Premier of Jolly LLB 2 and has started running on air across popular channels from 14th May’17.
From its debut in 2001, Honda 2Wheelers India re-activated the automatic scooter segment with the iconic Activa on back of its two core strengths – advance technology and innovation. Activa’s biggest strength lies in its continuous evolution ahead of the time which has fortified its universal appeal that cuts across generations, geographies and genders. Over the years, Activa grew from No. 1 selling automatic scooter to overtaking all motorcycles and become No. 1 selling two-wheeler of India. In 2017, Honda 2Wheelers launched the 4th generation BS-IV and AHO compliant ‘ACTIVA 4G’ with new style and features like mobile charging port for connectivity on the go.
The ‘Nayi Generation Hai’ campaign reinforces the top of mind recall for Honda’s fourth generation Activa; both emotionally and rationally. The idea is to showcase how Activa 4G is playing an active role in the slice of life of India’s new generation.
In 16 years, Honda’s Activa brand has gained a strong trust of over 1.5 crore Indian families and counting. The iconic Activa is today the “Most Trusted & Convenient” common denominator for all Indian families – be it young college-goer or working professional, home-maker or the active senior citizens.
India’s psychographics is fast evolving and everyone in this new India is exploring something new.
Be it the trending youth, WhatsApp-ing parents or jogging grandparents. The TVC is all about how India’s Nayi Generation is doing things differently and the new Activa 4G is their ride of choice.
The target audience of Honda’s Activa is not limited to a specific age group or region. It is trusted by every generation across the nation. Age or gender is no more the barrier for people to do different things or do things differently. The slice of life narrative is written with a consumer insight that people from different age brackets are now venturing into things that were traditionally considered out of bounds for them.
Honda’s ‘Nayi Generation Hai’ TVC opens with a middle-aged man on the bed, busy on his phone. He receives a WhatsApp message from his daughter to go out for snacks late in the night. The man agrees and they both ride to a neighborhood food kiosk on their Activa 4G.
Bringing life to the voice over, noted theatre artist Piyush Mishra elaborates, “Na Din Khatam hota hai, na raat. Aur sham chalti hai subah tak… Nayi Generation Hai bhai!”
The second sequence opens with a group of young women of all sizes working out… not in the gymnasium but through an energetic Zumba performance in a dance studio.
The sequence begins with the background jingle Zamaane ke yaar hai sab, masti mei sawaar hain and concludes with Piyush Mishra’s spicy voiceover saying, “Jo Mehnat ko masti banaye, wahi wise hai… are dance bhi to exercise hai!”
The group then rides out of the dance class on their Activa 4G’s and the jingle continues – Zamaane ke yaar hain, hawaon pe sawaar hain.
In the third sequence, a young professional is riding his Activa 4G and it’s his new generation mother (the pillion) who guides him to the destination by using satellite navigation maps on her mobile phone. The voice-over connects the Nayi Generation with “Manzil kahan hai… kaise pahunchna hai? No Confusion… that’s the Nayi Generation!”
The fourth sequence shows an old lady jogging towards a parked Activa 4G. Suddenly, she stops and plugs out the mobile charging cord from her grandson’s mobile and plugs it in her phone and starts dancing to the music on the spot. Surprised by her fun mood, her grandson joins in and both later leave on their Activa 4G. The peppy voice-over says Baalon ke rang par mat jao… hum battery full hain! Inke saamne to acche achon ka dibba gul hai and is completed by the happy jingle Zamaane ke yaar hain, hawaon pe sawaar hain..
The last sequence of the film takes the nayi generation theme even further. The sequence opens with the shot of an old man outside his home ready to move on an Activa 4G. His wife steps outside their home and ties a fitness band on her husband’s wrist. On being asked, “Ye kya hai?” she replies, “Nayi Generation Hai!” before both ride away to the park.
The sequences are followed by a montage, i.e. father-daughter, women performing Zumba, mother-son duo, grandmother-grandson duo and old couple seen riding Activa and enjoying their ride. The film ends with a voice over – “Aajkal India ki har generation, Nayi Generation Hai. Inhi ke liye aayi hai nayi generation wali Activa 4G” (Today every generation of India is doing something new and for them is the new generation of Activa. Activa 4G- Nayi Generation Hai)
“Activa’s continuous evolution over the years in terms of technology, innovation and design ethos has made Activa relevant across generations. While retaining its core of trust and reliability, our astute communication has led Activa to gain top of consumer mindshare as well,” Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd.
“Time was when we used to say ye nayi peedhi hai, ye aisi hain, waisi hain, inko samajhna mushkil hai etc. but now you see that there is no such thing as a generation gap. We thought it’s an opportune time to speak of this new generation that defies all age related myths,” said Titus Upputuru, National Creative Director, Dentsu One
“The traditional demographics have become a passé and age as a metric of classification means nothing. Marketing and brand building is all about having right insights that connect to right mindsets – whether the consumer is 18 or 80 years doesn’t really matter,” said Abhinav Kaushik, Senior Vice President, Account Management, Dentsu One
MUMBAI: Star Sports’ latest TVC for the ICC Champions Trophy 2017 campaign is a take on the magnetism of India – Pakistan cricket matches. India vs Pakistan matches across formats have created some moments of great significance in cricket, making it one of the biggest sporting rivalries in the world. On Sunday, June 4th, India will play Pakistan in Group B of ICC Champions Trophy 2017 at Edgbaston in Birmingham. The match will be aired live on the Star Sports network.
The TVC, titled “#SabseBadaMoh”, conceptualized by Star Sports creative communications team, revolves around the fascination of fans with India-Pakistan cricket. The film showcases how a fan can willingly abandon any materialistic possessions and desires to attain moksh but cannot miss the cricketing action between India and Pakistan. The fans just cannot afford to miss the live action between the arch rivals.
This TVC builds on the successful films – ‘World Cup wali feeling’, ‘Har Koi Dekhega’ and ‘Matrabhasha’ and is part of the #ChampionsKaWorldCup campaign launched by Star Sports for the ICC Champions Trophy 2017.
A Star India spokesperson said, “ICC Champions Trophy is the biggest cricket tournament of the year and, with an India-Pakistan match, every cricket fan will tune-in no matter which side they cheer for. The passion, pride and enthusiasm that an India-Pakistan match draws from fans is unmatched around the world. ‘#SabseBadaMoh’ underlines this sentiment and carries the #ChampionsKaWorldCup campaign forward.”
Set in scenic Ladakh, the film opens with a monk reading a story in a newspaper about a young businessman giving up his worldly possessions. Soon after, he sees the same man, dressed in a suit, stepping off a helicopter and walking towards the monastery. The film cuts to the man in various facets of his life, parting with his treasured belongings. Even after achieving all the success in the world, something is amiss in his life and he embarks on a quest to attain moksh. At the monastery, the man is on the verge of embracing the life of a monk starting with shaving-off his head, when a gust of wind flips a newspaper with the headline – India vs Pakistan clash at the ICC Champions Trophy on June 4. Next we see that, the man races out of the monastery, to catch the most-awaited match of the year between India and Pakistan.
Ending on an emphatic note, the film states- ““Yeh moh kabhi nahi chhutega”
MUMBAI: The Food Safety and Standards Authority of India (FSSAI) has put together a report on junk food and suggested a blanket ban on the telecast of such advertisements on kids’ channels.
The report also recommended discouraging celebrities from endorsing food that is high in HFSS (salt, fat, and sugar) and imposing an extra tax on sweetened beverages and processed foods.
Apart from sweetened beverages, the junk food category included pizzas, chips, burgers and several Indian foods such as pakoras and samosas, FNB News reported. It had been observed that ads for a majority of HFSS food were aired during kids’ shows and mostly on kids channels.
Experts flayed the practice of sale of such food by impressing upon young minds, stating that such TVCs influenced the eating habits of the young and made them vulnerable to diseases. Besides, the extra tax on sweetened beverages and processed commodities was recommended as could be seen as a practical approach to cut down their intake.
The report also recommended proper and positive nutritional labelling of such products.
Health Foods and Dietary Supplements Association (HADSA) admits that there was no specific definition stated in any of the regulations for “junk food” in India. It only referred to such food which has no nutritional or health benefit, and a high amount of calories.
MUMBAI: Renault, one of the fastest growing automotive brands in the country, will release its new TVC for the recently launched Duster Petrol with CVT (Continuously Variable Timing) automatic gearbox. The first in the series goes live on Monday (8 May).
Setting the benchmark for perfection, Renault Duster has firmly achieved the status of being a cult product in the Indian automobile industry. Duster plays a pivotal role in Renault India’s product portfolio and with the introduction of the new petrol range with CVT transmission, Renault has the widest offering in the segment, enabling to best cater to evolving customers’ needs.
The new campaign seeks to build greater appeal, and expand the market base for a car that has been well accepted and loved by the country for over five years now. The film celebrates the spirit of the Duster driver, characterized by a certain inner strength, sincerity and sense of duty – qualities that resonate with greater India.
Renault India head of marketing Virat Khullar said, “This is the first time Renault has introduced an emotive campaign on social awareness for the Duster. The TVC essentially retains the Duster’s iconic macho stance, but also adds a heart of gold to the narrative. The overarching objective was to realign the communication approach for the new Duster in a way that it resonates with both urban and semi urban audiences, thereby reaching out to a wider base of audience. The campaign subtly brings this emotion alive, through our protagonist, with his all-terrain capable and resilient new Renault Duster. The campaign essentially drives home the point to take the right step with the right intent that becomes a source of inspiration for others too.”
Conceptualised by Law and Kenneth Saatchi and Saatchi, Renault in its latest TVC campaign aims to create an awareness campaign, encouraging people to be more socially conscious, highlighting the versatility of the true SUV- Duster.
The TVC opens with an aerial shot of the new Duster wherein the protagonist, a smart young guy, driving the new Duster CVT through a narrow hilly area with a perfect picturesque background. As the road takes a turn, the young fellow finds that the road is blocked by a trailer of oranges which accidentally got overturned. Further aggravating the situation, some hooligans are seen taking stock of the strewn oranges while an insane biker is crushing the oranges lying over the road.
Two elderly farmers vehemently try to prevent them but fail miserably in their attempts. The protagonist stops his Duster in the midst of the commotion and the hooligans escape from there. Braving all odds, the protagonist himself tries to move the trailer to clear the road-block while others get inspired too and join him.
The film now portrays the dynamic SUV ability of the new Duster CVT as it literally helps in clearing the road-block, bringing smiles to the farmer’s face. The rendition of the TVC also aims to depict the protagonist as a Samaritan who stands up to break the archetypical barriers bothering all civilized citizens of the country. The film ends with the fruit trailer being towed by the powerful Duster CVT as it traverses through the scenic hilly landscape to drop the farmer at the market place.
Executive creative director Kartik Smetacek said, “The task was to build emotional appeal for the new Duster. We mined stories that would strike a chord with greater India, while also allowing us to demonstrate the inherent strength and capability of the car.”
The new TVC celebrates the humanitarian spirit of the protagonist, characterized by sincerity, solidarity and sense of moral duty – qualities that resonate with the new age India. The personality reflects the Duster’s inherent characteristics of strength, resilience and real SUV capability. The TVC is summed up with the voiceover, “Presenting the new Duster with the DNA of a true SUV for the new Indians who believes in doing things right” as the background score lifts up the spirit.
MUMBAI: HIT – an indomitable market leader in the cockroach solution segment has launched HIT Gel Stick, an effective and affordable cockroach solution to enable every Indian mother to protect her kids & family from cockroaches. HIT Gel Stick, is a transparent gel which once applied remains effective for 7 days, kills cockroaches right at the point of entry and is very convenient to use.
The brand has launched a new nationwide campaign with the tagline ‘HIT GEL STICK, Cockroaches Ko Ghustey Hi Maare’. The well-crafted campaign with a filmy twist highlights the product’s key offering of killing cockroaches’ right at the entry point and ensuring your home is safe from cockroaches.
Godrej Consumer Products Limited business head – India & SAARC Sunil Kataria said, “Consumer research reveals that 80% of consumers have faced a cockroach problem, but less than 8% use branded cockroach solutions! Low adoption of specialist cockroach solutions by mothers is due to lack of awareness of the fact that cockroaches spread food poisoning and therefore are a serious threat to the health of her kids and family. Cockroaches enter our kitchen from dirty drains carrying germs and contaminate food and utensils, but they are seen only as unwanted intruders which disgust hence mothers settle for ineffective solutions to contain them.”
He further added “Looking at this behavioural pattern of mothers, the launch of HIT Gel Stick is a strategic step towards building the cockroach solution category and the sustained media investment behind consumer education will drive relevance and lead to mass adoption of this new revolutionary product which will help in keeping the pest away from you and your family.”
Thoughtful, fun and an endearing TVC begins with a mother watching a movie with her son and friend at home. As she reacts in awe on seeing her hero making a grand entry, her friend’s immediate focus shifts to the cockroach entering the kitchen. While the mother gasps in pain at every deadly blow of her hero, the friend replicates the same heroics for the cockroach that’s infecting the kitchen. As the film moves on to the climax, the friend tells the mother to ignore the hero and rather pay attention to the cockroaches entering her house that will cause food poisoning to her child. The mother pauses for a moment and the focus of the TVC shifts to the cockroach. The resemblance of the real and reel life scenes and their parallel portrayal in same sequence is what makes this TVC a slice of life!
In a country that thrives on Bollywood, there couldn’t have been a better way to educate the consumers on cockroach prevention. The ad film is directed by Karan Shetty and produced by Madhukar Kotian and Vijay Carvalho.
MUMBAI: Micromax has embraced an innovative product portfolio and in sync with this vision, Micromax launched a complete line of Split & Window A/Cs, along with the latest range of Smart LED Televisions. The Air Conditioners come with the revolutionary GoldFin technology that ensures maximum energy saving and durability. The Smart Televisions come up with a unique TV Mirror feature that lets the consumer mirror the TV screen on his smartphone and vice-versa.
Reinforcing its vision to be a leading consumer electronics company, Micromax Informatics, is kick-starting a new campaign promoting its new range of Air Conditioners and Televisions. Through the two TVCs, Micromax aims to inform the consumer about the wonderful innovations the brand has done in these two categories.
The campaign that starts with Micromax AC TVC, positions “Micromax living” as a smart lifestyle proposition for Individuals who seek comfort and convenience in every aspect of life. The campaign has been launched for the latest line-up of Micromax ACs comprising 07 split ACs and 01 Window AC armed with GoldFin Technology which prolongs life for both evaporator and condenser with a strong layer of anti-corrosive material.
The TVC features the new brand ambassador of the Micromax consumer electronics segment, leading Bollywood actor Anil Kapoor, who in a quirky fashion skips parties to stay at home and experience the comfort provided by a Micromax AC that saves energy and cools wonderfully. The commercial also educates about the aspects of the AC being rated 5 star in energy saving, 3 in 1 Health Filter that catches harmful bacteria, viruses, pollens while emanating Vitamin C in the room, along with certain other features that make it a revolutionary consumer durable to own. The TVC for Micromax LED televisions will be on similar lines, establishing the Micromax living in a fun manner.
Micromax Informatics CMO Shubhajit Sen, “Micromax understands the massive shift in the lifestyles that Indian consumers are looking for. With the latest campaign, we aim to bring forth the various possibilities that an individual can unlock with Micromax ACs that have been designed keeping local innovation in mind. The new ACs boast best in class features such as a 100% copper two-way drainage, turbo cooling, power saving etc. which aid and address the typical Indian need.” He further added, “The new quirky advertisement with Anil Kapoor showcases the fun side of having a smart lifestyle option which we also say is the Micromax way of living – a choice that is a true representation of living in style.”
MUMBAI: Teleshopping market in India is projected to expand at a CAGR of 17.20% during 2016-2021. Research and Markets, a research firm, has announced the addition of the “India Teleshopping Market” report to their offering.
In the study of the competitive landscape in India, the research firm covered companies such as Tv18 Home Shopping Network, Naaptol Online Shopping, TVC Skyshop Ltd, Shop CJ Network, DEN Snapdeal TV Shop, HBN Network, Ace Teleshop, Telemart Shopping Network, and Teleone Consumers Products.
Teleshopping market in India grew significantly over the past few years owing to, increasing disposable income, ease of shopping, rising television penetration in the country. Moreover, increasing offerings by private label brands at affordable prices, growing discounts and offers, coupled with rising working population are other factors driving teleshopping market in India. In addition, improving standard of living, coupled with changing consumers tastes and preference from traditional way of shopping to new and innovative forms.
In 2015, dedicated channels segments accounted for lions share in teleshopping market in the country, and is forecast to maintain its dominance through 2021, owing to 24 hours telecast, continuous announcement of various cashbacks/ discounts offers and branded products that are offered.
Cash on Delivery dominated India teleshopping market in 2015, and the same trend is expected to continue during the forecast period owing to rising customer preference towards cash on delivery as a payment method, as customers do not have to pay anything at the time of order, and instead pay at the time of delivery, which also boost confidence of new and existing customers on teleshopping companies.
MUMBAI: The apex court of India has denied entertaining a plea that sought a ban on surrogate advertisements such as soda TVCs and ads by liquor companies. Surrogate advertising is a form of advertising that is used to promote products such as cigarettes and alcohol for which advertisements are prohibited.
A bench headed by Chief Justice J S Khehar dismissed the plea filed by a law student who had also sought a direction to the central government to frame guidelines to disallow such advertisements, PTI reported.
The bench that also comprised Justices S K Kaul and D Y Chandrachud wondered if the petitioner thought the soda advertisements mad people drink alcohol more, and that they disagreed.
The apex court was hearing a plea filed by Kartikey Bhatt, a Rajasthan resident, who claimed that the Cable Television Networks Rules stated that no advertisement shall be permitted which indirectly or directly promotes production, sale or consumption of any intoxicants such as liquor.
However, the government has failed to carry out its duty of ensuring implementation of the law, and surrogate advertisements were being illegally telecast on cable services without seeking prior permission, the plea said.
MUMBAI: The new TVC features the trailer of this year’s most anticipated movie, with the energetic and peppy song – ‘Crunch Macha Munch Macha’, playing in the background. The film ends with Baahubali’s lead actor, Prabhas, narrating the brand tagline – Crunch Macha Munch Macha before urging viewers to enjoy Nestlé Munch in special Baahubali packs.
A Nestle spokesperson says, “Our distributors kept the partnership momentum high by adopting the Baahubali 2 merchandise and enacting a short Baahubali act as they announced the limited edition Nestlé Munch packs in a traditional call out style while launching the packs for retailers. Also, the Nestlé Munch Nuts limited edition packs will help fans savour the magic of Baahubali 2 through free phone stickers designed exclusively to celebrate this partnership.”
Nestlé India GM – chocolates and confectionery Nikhil Chand says, “With Munch celebrating Baahubali 2, our consumers will for the first time experience foot thumping music of Crunch Macha Munch Macha along with the grandeur of Baahubali 2. The already popular innovation, Nestlé Munch Nuts has once again brought new-to-category experience of phone stickers free with Baahubali packs for fans to celebrate”
The partnership between Nestlé Munch and Baahubali 2 has also been activated through the launch of five new Nestlé Munch limited edition packs.