Commenting on the campaign, Narinder Singh, Chairman and MD, Numero Uno, said “Our new campaign has been built on the insight of energetic and confident youth of today. The campaign is created around the style, energy, music and dance to connect the target audience with brand’s core objective of offering the stylish and coolest collection this summer. The peppy music, performance by the young artist and visual conceptualization trigger an intense urge in audience to feel stylish and energetic. The campaign highlights that be what you are and do not hesitate to flaunt the best version of you.”
Conceptualised by Hakuhodo Percept, the campaign is all about the antsy youth of today who love to max up every moment. It highlights their attribute of never shying from flaunting what they have and believing in the power of togetherness and ruling the world. The look and feel of the communication is in harmony with the brand image of being chic, international, fun and high on fashion quotient.
Speaking about the creative thought behind the campaign, Shobhit Mathur, Executive Creative Director, Hakuhodo India said, “Denim is the fabric of the youth and that is what we wanted to capture through our communication. Today, the youth have many choices in colours, brands and new trends but they always come back to the basics. Needless to say that Numero Uno is denim and denim is Numero Uno. Keeping this in mind, we have created our campaign that includes TVC, digital and social media content, retail activities, on-site activation and more. We want more and more young at hearts to indulge in experiencing the brand and start a conversation with it.”
The TVC showcases the entire range of Numero Uno’s ‘Spring Summer collection’ including jeans, t-shirts, jackets, shoes etc. The groovy music catches the nerves thus create a strong connection between brand and the concept of the campaign. The campaign will unfold with a power-packed 360-degree outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, and TV.
Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited informed that as per WHO, even today 95 per cent of Indian population resides in Malaria endemic areas. Kala HIT being a thought leader in the Household Insecticide category has taken the responsibility to sensitize people at large about the threat of Malaria.
“Kala Hit has been actively spreading awareness about malaria for past few years and on this World Malaria Day, the brand took the creative route of bringing alive 3 powerful historical characters who died of Malaria, to deliver the message that Malaria does not discriminate, so don’t take mosquitoes lightly,” added Dang.
There is so much written and said of the great deeds and acts of famous personalities like Alexander the Great, Vasco-Da-Gama and Genghis Khan, including the great wars they fought and the dynasties they built in numerous countries. But if one were to question on how these leaders passed away, there is very little written on that. The truth is that these great personalities did not die fighting a war or defending their territory, rather they fell victim to a highly ignored but deadly disease – Malaria, spread by mosquito bite.
To apprise the users of this hidden and unusual fact, LinTeractive, the digital division of MullenLowe Lintas Group executed a campaign for Godrej Hit on social platforms.
Speaking about the campaign Dang said, “The campaign was designed to maximize reach and drive engagement through clutter breaking content on digital and radio media. Kala Hit supports the vision of WHO of eliminating Malaria by 2030 by driving consumer awareness and providing potent solutions that kills even hidden mosquitoes.”
It began with an activity where fictional conversations between the said characters were floated online. Each character was bragging about his achievements while the others were making fun of him in an attempt to get an upper hand.
Owing to their novelty and humour, the conversations were immediately picked up on social media. People started tweeting, sharing and reacting to these. Within the first hour of the release, the content went viral and the campaign hashtag #SurvivalOfTheHittest started trending.
Commenting on the campaign, Sumanta Ganguly, Executive Vice President, LinTeractive said, “Engagement on and offline in the correct context of the brand has always been important for us. For Godrej HIT, we have managed to deliver relevant brand engagement, be it through campaigns or asset strategy in Track The Bite mobile app. An APAC Effie in 2016 on the brand is testimony to our model.”
The whole activity concluded with the brand urging everyone to end the mosquito menace with Kala Hit with the message, Machachar ko halke me loge toh bhari padega.
Commenting on the creative thought process for the campaign, Parag Shahane, Unit Creative Head, LinTeractive said: “This is a great example of how small and creative engagement creates a great buzz around the brand. We delivered the campaign message in a humorous way. We brought these famous historical characters alive to make a point, do not take malaria mosquitoes lightly.”
The campaign delivered on its intended reach KPIs in a short time of 4 hours. The campaign managed to connect with users around the idea of ‘malaria doesn’t discriminate’ and especially on twitter, where 600+ unique contributors created over 3000 unique creative pieces of content. On Facebook, over 11K plus reactions demonstrated that, if given the correct context – the audience will always freely engage on brand led initiatives.
Commenting on the launch, Sudip Ghose, Vice President, V.I.P Industries, says, “The first season of this campaign was extremely well received by the young, enthusiastic Skybags fans helping us source thousands of design submissions and in season 2 we are hoping to double the figures. As a brand we are always looking at ways to innovate and to offer something unique which truly resonates with our audience. The Canvas Project offers a great proposition not just for the audience to engage with the brand but also for the brand to understand the mindset of the consumers and to offer a quality product.”
The campaign kicks off on 29 April 2016 and will allow contestants to upload their fresh and appealing designs and generate maximum likes from their friends and followers on social media until 31 May 2016.
Varun Dhawan, the brand ambassador, Skybags and Vasant Dewaji, VP – Design and Development, V.I.P Industries will personally review all the entries and select the best design. The winner’s design will feature on Skybags’ next bag collection and also be awarded a high-performance laptop and the runner-up will win a sensational hover board. Contestants are also in for a great ride as Skybags will give away a new backpack daily to the finest design entry of the day.
Going by the base price recommended by the Telecom Regulatory Authority of India (TRAI), and the quantum that will be auctioned, the mop-up expected to be some Rs.560,000 crore, or a whopping $83 billion, payable over the tenure of the contract.
In the Delhi circle, TRAI has recommended Rs.1,595 crore for 700 MHz band, Rs.848 crore for 800 MHz, Rs.673 crore for 900 MHz, Rs.399 crore for 1,800 MHz, Rs.554 crore for 2,100 MHz, and Rs.143 crore for 2,300 MHz and 2,500 MHz.
The inter-ministerial panel has favoured that telecom companies who will win spectrum in higher frequency bands should make 50 percent upfront payment and rest over 10 years after a two-year moratorium.
Earlier, companies had option to make 33 percent upfront payment.
Sharing her thoughts on social media Ashwini Despande, Co-Founder, Elephant Design said, “It all began 27 years ago when there was nothing except design education and loads of enterprise. Each moment and each person who came in contact with this spirit of enterprise made it count. Thank you all.”
In past 27 years, Elephant Design has created effective brand and product experiences for leading Indian companies such as Axis bank, Britannia, Nirlep, Piramal Healthcare, Suzlon, Symphony, Titan Eye+ etc.