Speaking on the campaign, Gaurav Verma, Associate Director-Flavours, PepsiCo India said, “7UP Nimbooz Masala Soda has received a fantastic response from consumers and has carved out a distinct space in the beverages category. Designed in India, for Indians, the real lemon juice, soda and Masala give the product a refreshing and authentic Indian taste. Our new film has been designed to dial up a direct association with the key product differentiator of real lemon juice and that’s how we came up with the proposition of Asli Nimbu Maar Ke. The new packaging has been designed to make the key elements more visible and aid higher recall.”
The new TVC conceptualized by BBDO India and slotted to go on air on 8th March, features actor and brand ambassador Anushka Sharma and has been directed by film director VikasBahl.
Commenting on the TVC, Josy Paul, CCO, BBDO India said “How do we bring alive the super tangy ‘chatpataka’ taste of 7 Up Nimbooz Masala Soda in 35 seconds? With a hyper splash of Anushka’s spicy performance that leaps out at you like a generous dash of ‘AsliNimboo Maar Ke’. Our way of giving our favorite summer drink its moment of satisfying thirst-quenching glory!”
Featuring a soundtrack by music director Sneha Khanwalkar, the film begins at a pool party where everyone seems to be bored and annoyed by the heat. A DJ is seen playing music which no one is enjoying or even listening to. Anushka’s enters the party with a bottle of 7UPNimbooz Masala Soda and within moments, the scene changes into a vibrant pool party with a lot of song and dance.
Speaking about the new campaign, Dave Thomas, MD, Adidas& Reebok India said, “This inspiring campaign helps to cement Reebok as the leading fitness brand in the women’s category and we are delighted to partner with Kangana Ranaut, who is not just a Bollywood superstar but an achiever in every sense of the word.”
Conceptualised by McCann Erickson India, this #FitToFight campaign is a tribute to the modern day Indian woman, which urges women to become better versions of themselves, not just physically but also mentally and socially.
Battle on Women’s Day
This International Women’s Day many brands came up with their content on various digital platforms to attract masses. Campaigns such as #ShareTheLoad, #KohinoorWomensDayEveryDay and Reebok’s #FitToFight, etc were popular across the social media platforms. Apart from these, Craftsvilla rolled out #CelebratingYou, while Horlicks urges #StrongToTheBone.
Within a day, Reebok’s FitToFight video managed to grab 183,711 on YouTube and 259k views on Facebook. The video indeed received the advantage of Women’s Day, as it urges women to go far and be more.
Kangana: fit or misfit?
Gone are the days, when actresses use to endorse only cosmetic products. Nowadays, celebrities such as Bipasha Basu, Shilpa Shetty and Sunny Leone have launched their fitness DVDs to inspire women to be fit.
“Being as rebellious as she is, Kangana has broken all stereotypes and has never been overwhelmed with the many challenges that have been thrown at her. We salute her spirit and the spirit of all women who have faced obstacles and continue to challenge themselves daily in search of greater rewards. Digital activation #FitToFight is at the centre of this campaign we are confident that consumers will relate to this strongly. We are certain that Kangana’s powerful personal story and fitness journey will inspire many women and men – to embark on their own fitness journey and become better version of themselves”, added Thomas.
In this new campaign, Ranaut will be seen challenging herself with various fitness activities including functional training, dance, yoga, kick-boxing and others, thereby communicating the overarching brand message – ‘how fit you are defines how far you go’. ‘Go far. Be more human.’
However, Upendra Thakur, Origin Beanstalk feels disconnect with a style diva like Kangana exercising at a run-down rustic/abandoned looking place.
Commenting on the Ad film, Thakur said, “Looked very unnatural and made up…. Unlike the energetic and highly inspirational international commercials of Reebok for the #BeMoreHuman campaign, this film is weak on the storyline and poorly scripted. A strong narrative with a more aggressive personality than that of Kangana would have worked better in my opinion.”
While on the other side, Charulata Ravikumar, CEO, Razorfish India believes that the New Reebok TVC with Kangana Ranaut is a smart attempt indeed from a brand that seemed to succumb to Rs 870 Crore financial fraud and near death experience it faced.
“An interesting reflective through Kangana’s own story of determination, focus and spirit of fighting back to make the viewer associate these values once again with Reebok and hoping to supersede the damage done. This campaign needs to be seen through the entirety of what the brand is attempting to do online and offline. Women sure are increasingly shifting focus from solely their family to also themselves. But it still remains a desire for many who need a good nudge to adopt a healthy lifestyle,” commented RaviKumar.
Bollywood divas & ad films
The concept of bringing inspirational women centric ad films is not new. It has become a trend now to feature award winning actresses in such ad film
Two month ago, Culture Machine brought Printing Machine featuring Kalki Koechlin, where she narrated a poem which she wrote for the series talks about the violence and brutality that women face in India.
Likewise, last year Deepika Padukone was featured in Vogue’s My Choice video, which received mixed reviews and ever since the video went viral, both the actress and the video have been a topic of debate and many spoofs were made in response to it. Similarly, Parineeti Chopra also donned a fitness avatar in a photo-shoot and grabbed million eyeballs across the country.
Ravi Kumar further mentioned that focusing its attention on women through the communication and also supporting it with flagship stores that have a wide range of fashion-fitnesswear, Reebok is reclaiming its ground.
“A good launch on Woman’s Day activating others to nominate women who they see as …. Wait a minute. I am a little confused now… Women who are #FitToFight or #BeMoreHuman? Or did you say you have to be more human to be fit to fight or be fit to fight to be more human? And just when I thought they had a great film there… Never mind. Sometimes it’s good to watch a film for its great camerawork, great acting, and motivating words. And it’s nice to have a choice whether you want to be Fit to Fight or Be More Human (Being Human not enough anymore). Seems like two copywriters settled on their ego battle by using two contradictory hashtags,” concluded Ravi Kumar.
According to Harshad Jain, CEO, Radio & Entertainment, HT Media, currently there is no radio station that does justice to the excitement, romance and attitude of the magical eras of 1970s-1990s.
Speaking about the new radio station, Jain said, “Radio Nasha will be the first-ever radio station packed with passion, fuelled by Bollywood celebrities and driven by RJs with a style that will be young, energetic and classy. Radio Nasha will make retro ‘cool’ and create a station that will be the destination station for listeners. We look forward to delighting listeners with innovative content and presenters that will be an industry first on radio.”
The two differentiated radio stations will offer advertisers a choice of two sets of audiences to meet their needs better. With the launch of Radio Nasha, HT Media Ltd has initiated its radio expansion drive and will soon operate in 13 cities with 15 stations.
Speaking about Gupta’s appointment, Govind Shrikhande, MD, Shoppers Stop said, “We are happy to announce that Debasish Gupta has joined our team. Debasish shares our values and our focus on innovation and customer-delight. He brings rich domain experience and marketing leadership to Shoppers Stop. I am confident that his vision and leadership will help us grow by leaps and bounds.”
Gupta will report to Salil Nair,Customer Care Associate & CEO, Shoppers Stop and he will lead Shoppers Stop’s marketing strategies in line with the Omni-channel strategy, expand and grow the First Citizen loyalty programme and create incremental revenue growth through big data and analytics initiatives.
“As Shoppers Stop reinforces its Omni-channel strategy, it was important for us to find the right person to lead and grow our marketing efforts, carry the mantle of change-management and bolster our brand equity and fashionability. We believe that we have found such a forward-thinking leader in Debasish Gupta and are very excited to welcome him to the Shoppers Stop family. His extensive experience in successfully growing brands will help evolve our marketing strategies in line with our omni-channel vision,” commented Nair.
Gupta holds vast experience in marketing and has worked with conglomerates such as Godrej, Tata, Mahindra, Landmark and Marks & Spencer.
“Shoppers Stop has a rich legacy in the department store format spanning over 25 years and it is now on the cusp of pivoting to an omni-channel retailer. I’m excited to join the company at this inflection point in its journey. I appreciate the trust and confident that Mr. Shrikhande, Mr. Salil and the Board have placed in me. I look forward to creating new exciting experiences for our customers and I stay committed to the company’s vision to be a global omni-channel retailer in India,” expressed Gupta
Bobby Pawar, Managing Director & Chief Creative Officer, Publicis Communications will chair the print Communication Jury of Creative Abby. Before joining Publicis, Pawarhe was the Chief Creative Officer at JWT, where he curated some iconic campaigns. Prior to that, he spent 4 years as the Chief Creative Officer of the DDB Mudra Group. Earlier Pawar was earlier Creative Director at Ogilvy, New York and Group Creative Director at BBDO, Chicago.
Ashish Chakravarty, National Creative Director, Contract Advertising will chair the Radio/ Radio Craft jury.Chakravarty holds over 2 decades of experience and he has created some of the biggest brands in the country and is recognized as amongst the top 10 Creative Directors in India and amongst t top 50 Creative Directors in the world.
Manish Bhatt, Founder & Director of Scarecrow Communications of will chair the jury for Brand Activation vertical. Bhatt started his career as a Civil Engineer at Gujarat State Fertilizer Corporation. But, soon he decided to enter the world of advertising and went on create one of India’s most sought after independent ad agencies Scarecrow. He has worked in Ad World for more than 15 years and has been associated with agencies like Contract, Ogilvy & Mather (Delhi, Mumbai & Malaysia), Ambience Publicis and McCann Erickson. Bhatt has received recognition for his creative work across platforms like Cannes Lions, D&AD London, The One Show, Clios and the Abbys.
The Jury Chairs for the remaining Creative Abby verticals will be announced shortly.
Conceptualised by Ogilvy & Mather, the one minute and thirteen seconders TVC was launched last month and so far it has managed to grab 871,579 hits on YouTube. Produced under the banner of Corcoise Films and directed by Prasoon Pandey, the catchy music and background score is the soul of this ad film.
This ad film caught the attention of million people on various social media platforms, including Sonal Sawant, Senior Account Executive, Havas Worldwide, Mumbai. Here, Sawant sharing her views exclusively with IndianMediaBook, why she liked this ad film so much.
Which ad film grabbed your attention in past few days and why?
I think Fevicol ad has grabbed my attention, because of its catchy music and out of the box thinking. It really made me curious to know what would happen towards the end. When the brand revealed, The Ultimate Adhesive Fevicol, made my jaw drop.
If given a chance, what changes would you like to make into it?
The word ‘Ultimate’ used in the ad speaks for itself. So I don’t think I would like to change anything in the ad.
Did the advertisement make you want to buy the product?
Fevicol being the brand it is, the ad would have made no difference in my buying behavior. The ad has just added to my experience with the brand.
Humour and Emotions, what works most in India?
Both have their own charm. It’s up to the category and the brand relevance to consumers.
What three things should keep in mind while making an ad?
According to me, the ad should be convincing enough to persuade the consumer to buy the product. Secondly, it should be creative and thirdly, impactful.
Please give your last word for this ad and rate the ad out of 10.
It’s a brilliant ad and very extraordinary in terms of creativity. I would rate bang on 10.
Speaking on the association, Sriwant Wariz, GM Marketing, Spice, said, “This country is on the brink of a mobility explosion and Spice is in the forefront of this change. We believe Spice has made a meaningful difference to the lives of many Indian citizens and we feel Havas Media will be able to help us in this mandate. Their dynamic and entrepreneurial approach was in sync with our brand philosophy. ”
The integrated media mandate will involve both traditional as well as digital including mobile duties. The incumbent on the business was OMD.
Commenting on the win, Anita Nayyar, CEO, Havas Media Group, India and South Asia, said, “Spice is a great brand and we are privileged to be entrusted with their media mandate. Using our Meaningful Brands framework we will further enhance the relevance of the brand among its consumers. We look forward to this association.”
The account will be handled from the agency’s Gurgaon office.
“Havas Media’s entrepreneurial approach has paid us huge dividends. Our Digital at the Core philosophy resonates with the clients and provides meaningful communication solutions for them. Spice is an iconic Indian brand and we are proud to be associated with it”, continued Mohit Joshi, Managing Director, Havas Media Group, India.
Speaking on the occasion, Mundkar
exclaimed, “Socio Advocacy is going to redefine the way marketers look
at brand influencers.” Added Gaurav Mendiratta, Founder and CEO, “We
welcome Prabhakar& reckon his commendable skills will elevate
SocioAdvocacy’s maturation. Together, as a unit, we aim to equip
marketers with a smart solution via Socio Advocacy.”
Armed with more than 2 decades of
experience, Prabhakar has in his past avatars dawned leadership roles in
managing brands and organizations at agencies such as Percept, Euro
RSCG, JWT at global levels. Prabhakar’s extensive experience will be
invaluable to AKG.
The drink also contains Vitamins B3, B6
and B12, which are known to play an essential role in energy metabolism,
and electrolytes such as Sodium and Potassium needed to replenish some
mineral salts that the body loses when sweating.
Commenting on the launch, Vipul Prakash,
Vice President, Beverage Category, PepsiCo India said, “Hydration is a
critical portfolio for PepsiCo, with 7Up Revive one of our first
innovations in this space. 7Up Revive is a relevant and perfect solution
to the warm and largely humid Indian climatic conditions, and is a
product that aims to address an existing need-gap in the market. We
first introduced 7Up Revive in Tamil Nadu and Kerala last year and the
product has seen huge consumer traction, including strong consumer
trials and very encouraging repeats. We are excited to now make India’s
first-ever Hydrotonic drink available nationally in our priority
markets.”
7Up Revive will be available in 10
priority markets: Andhra Pradesh, Telangana, Goa, Delhi, NCR,
Maharashtra, Gujarat, Karnataka and West Bengal, along with Tamil Nadu
and Kerala where the product was introduced last year with a rousing
consumer response.
The introduction of 7Up Revive in the
new states will be accompanied with a new thematic TVC which talks about
the product proposition. The launch will be supported by strong on-air
and outdoor campaigns along with extensive consumer sampling.
Speaking about the campaign, Radhika
Piramal, Managing Director, V.I.P Industries said, “As a brand we aspire
to connect with young audience that is fun-loving, vibrant and who have
an edge about them. The campaign is simple, yet manages to encapsulate
the fun and trendy spirit of the brand and the latest backpack
collection. With a design range that can cater to multiple individual
preferences, we hope to tap into the market for school, college and
office backpacks. We have also added a new overnighter category called
‘Weekender bags’ in our new collection.”
Screening the TVC which is
conceptualised and created by the talented team at Law & Kenneth |
Saatchi & Saatchi, the film features Varun Dhawan showcasing the
collection. Matching a light-hearted catchy tune, Dhawan is seen leaping
through the air, moving in style, with different bags from the new
collection against Istanbul skyline.
Commenting on the campaign, Sudip Ghose,
Vice President – Marketing, V.I.P Industries said, “Varun Dhawan’s
personality syncs seamlessly with the new collection and these stylish
bags are something that everyone would want to own. Bags in our new
collection are not only high on style with bright colours, trendy
fabrics and prints, but are also high on features. Our ‘Tri-tech series’
of backpacks are super spacious, comes with laptop and tablet
compatibility, organiser, waterproof raincover and specially designed
‘aer-zone’ back comfort. Not only this, all bags come with 12 month
worldwide warranty.”
The campaign will be a 360 ° one
programmed for high visibility, which includes online and offline
channels such as digital platforms, television, print and outdoor.
Explaining the rationale behind the
campaign, Rahul Nangia, National Creative Director, Law &Kenneth |
Saatchi & Saatchi said, “Skybags backpacks are not meant for those
who are boring and sedate. They have been designed for restless young
men and women who refuse to sit down. They are bursting with energy to
keep moving. That’s the spirit that this film attempts to capture.”
It is also being supported by a new
microsite and online contest through several social media platforms.
Participants simply need to leap in the air and capture a photo of
themselves and share it on Facebook, Twitter or Instagram with
#MyBigLeap. Daily winners get Skybags backpacks. One lucky participant
will win a special paragliding experience.
Big FM stood at fourth position with
11.8 per cent of total market shares and Red FM occupied fifth spot with
10.6 per cent shares.
Fever FM’s Full on Punjabi with RJ
Avinash topped the chart, followed by Evening Drive with RJ Nitin and
Dilli Ke Do Dabang with RJ Manu and Abhilash.
Mumbai
Big FM maintained its lead in Mumbai
with 18.1 per cent of total market shares. Radio City remained at second
spot with 16.1 per cent of listenership pie, followed by Fever FM with
13.9 per cent shares.
With 13.2 per cent of total market
shares, Radio Mirchi stood at fourth position, while Red FM stood at
fifth spot with 11 per cent shares.
Big FM’s Suhana Safar with Anu Kapoor
continued to lead, while Breakfast Show with RJ Siddharth climbed to
second spot. Radio City’s Kal Bhi Aaj Bhi with RJ Gaurav slipped to
third position.
Kolkata
Radio Mirchi topped the chart once again
with 1+9 per cent of listenership pie. Big FM stood at second spot with
15.9 per cent of total market shares, followed closely by Fever FM with
15.5 per cent shares.
Oye FM remained at fourth position with 10.4 per cent of total market shares, followed by Aamar FM with 9.2 per cent shares.
Radio Mirchi’s Kaali Kotha with RJ
Jaganath stood strong at top spot, while Big FM’s Breakfast Show with
Khas Koushik climbed to second spot and Radio Mirchi’s Breakfast Show
with RJ Mir slipped to third position.
Bangalore
With 24.3 per cent of total market
shares, Radio City continued to lead, followed by Big FM and Radio
Mirchi with 20.6 and 16.6 per cent shares, respectively.
At fourth spot was Radio Mirchi with
13.8 per cent of listenership pie, while Red FM occupied fifth spot with
5.1 per cent share.
Radio City’s City Muthu with RJ Rachna
claimed the throne, while Big FM’s Big Coffee with RJ Shruti slipped to
second spot followed by Radio Mirchi’s Hi Bengaluru with RJ Smitha.
Speaking about the launch and subsequent
communication, Amyt Kumra said “Grooming is a huge category and is
becoming central to consumer lives today. The search for latest trends
in hair, nail, face, and body art is never ending. Bang in the Middle
has been on board with us to create the entire communication for the
platform and make it a daily habit. We are about both men and women and
everything they seek about grooming services”
The service is currently being launched in NCR and will be available in coming days across the country.
Commenting on the win, Naresh Gupta,
Managing Partner, Bang in the Middle, said “Groomefy opens a completely
new way of creating a market around beauty services. We have a very
challenging brief to build Groomefy as the only place that any consumer
needs to look for when they want to know what drives the look.”
The campaign has already broken on
social media across Instagram, FB and Twitter and in coming months will
move beyond digital media.
Kumar Mangalam Birla, Chairman, the
Aditya Birla Group was named CEO of the Year and Josy Paul, chairman and
CCO, BBDO India, was awarded Creative Agency Head of the Year. Ashish
Bhasin, Chairman & CEO, South Asia, Dentsu Aegis Network, won the
Media Agency Head of the Year title.
Expressing his views about the event,
Sam Balsara, Chairman, IAA Leadership Awards committee, said, “This
year, at the fourth IAA Leadership Awards, we have seen some tough
competition that has been carried out by teams across industries. The
decision-making process has been robust and after deep deliberation, we
have finally arrived on the list of winners who have been honoured
today.”
Rajat
Sharma of India TV won the Television Anchor of the Year award, while
Sanjay Gupta of Dainik Jagran received the News Editor of the Year
title.Amit Agarwal, Amazon won the Marketer of the Year award in
E-Commerce category.
Sharing his thoughts, Srinivasan K
Swamy, president, IAA’s India chapter, said, “The IAA Leadership Awards
are testimony of the inspirational work that industry leaders and
creative minds accomplish during the course of the year. Today, we are
celebrating the extraordinary work and journey of the industry at large
from the year gone by. The campaigns have achieved much success in the
brand’s positioning and perception.”
Speaking on the new campaign, Subodh
Marwah, VP & Head, Sun Pharma Consumer Health Care said, “The goal
now is to expand our reach and induce higher trials and we plan to do it
in a way that will be well received by the consumers. In Mahendra Singh
Dhoni, we have found a perfect ambassador who is not only a physically
fit athlete but also boasts of extreme mental agility – attributes that
define Revital H at its core.”
Conceptualised by Lowe Lintas Delhi the
campaign attempts to correct this misnomer and pave way for the brand as
a partner of success while embodying hard work and mental alertness.
Dhoni resoundingly captures and brings alive this brand idea by pulling
out a day in his life to a person who’s ascribing his success to luck.
Commenting on the new campaign, Naveen
Gaur, President, Lowe Lintas Delhi said, “The challenge for the agency
was to take a really popular leader brand like Revital H to the next
level of growth by creating a highly persuasive campaign. In its attempt
to become a fast-evolving, achiever society there is a huge stress
that’s laid on professional and personal success among individuals. The
campaign attempts to position Revital H as a partner of success.”
The campaign will go on air during the T20 Cricket World Cup and would span the offline and online mediums for maximum reach.
Sharing his thoughts on the campaign
approach, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The
campaign stems from the interesting insight that many times the success
achieved by others is ascribed to their luck and all the effort that
goes behind gets diluted. We took a leap on this insight and created
communication that most Indians would resonate with.”
The contract has been awarded for a
period of 12 months wherein the agency will be working on five
high-profile schemes of Government of India viz. Pradhan Mantri Jan Dhan
Yojna, Pradhan Mantri Jeevan Jyoti Bima Yojna, Pradhan Mantri Suraksha
Bima Yojna, Atal Pension Yojna, Pradhan Mantri Mudra Yojna.
Speaking on the win, Naresh Khetrapal,
Founder & CEO, Span Communications said, “The first challenge was to
understand the requirement. We knew from the beginning this is not a
typical project. We can’t treat it like a consumer or FMCG brand. How we
handle it will influence opinions. This was a platform to disseminate
information and so anything we do needs to be honest, clear and easily
comprehendible. So, our strategy was simple. The digital presence and
tone will be factual, inviting, positive, and motivating. And I think,
this approach gave us an edge over others.”
The agency worked on understanding the
needs and expectations of the Department of Financial Services for its
digital presence and presented an effective strategy to increase reach
and manage the online campaign, which resulted in the win.
Span Communications is also handling
nation-wide print and cinema advertising campaign for the Department.
The campaign in the offline medium is currently running.
The Kyoorius Creative Awards, held in
association with D&AD, will open for entries from Tuesday 15th March
2016. Kyoorius will call for entries from across India across a total
of 15 categories and 135 sub-categories.
Speaking about the awards, Rajesh
Kejriwal, Founder & CEO, Kyoorius, said, “Awards are primarily to
inspire and motivate the industry achievers and I am delighted to
announce the inclusion of Media Awards and the renaming of the awards to
Kyoorius Creative Awards. I am also happy with the response that we
have always got for having a transparent open jury process and we shall
continue to do so. I personally feel that many agencies have done
brilliant work in the last year and hence I am expecting a lot more
entries this year including participation of more agencies.”
The Kyoorius Creative Awards show will be held on Friday 3rdJune
2016 at The Dome, NSCI in Mumbai and as always will be a spectacular
show of creativity. The awards show will be attended by well over 1500
professionals including CEO’s, Marketing Directors, Brand Managers,
Creative and Media gurus, etc.
The awards will open for entry on 15th
March 2016 and close on 12th April 2016. Submission of physical entries
for the awards will then remain open for a week.
Kyoorius has also introduced the concept
of Open Jury – the jury sessions are open to the industry people to
watch, learn, check and benefit from the discussions and display of
entries.The Jury session will be held from 4th May to 7th May in Mumbai.
The Kyoorius Creative Awards are
presented by Colors, powered by Hindustan Times and Rishtey and other
main partners include Happy Finish, Kinetic. In coordination with
D&AD, the jury will be a mix of International (West and East) and
local jurors. Like every year, the awards will uphold the zero-tolerance
policy for scam ads.
Speaking about the new campaign, a
spokesperson from the Ferrero India said, “As a brand it’s important for
us to be an integral part of the youth’s life across platforms – they
are an audience that gets bored easily – always looking for inventive
ways to have fun. Integrating the brand within that space is where Tic
Tac has a role. Tic Tac has always had an association with music and
that is what we have tried to leverage in a unique way”
Conceptualised by Grey Group India and
produced under the banner of Asylum Films, the new film fortifies the
brand positioning, with its brand cues it dramatizes an event in the
life of the youth. A rejection outside a night club doesn’t keep them
low for long. They use Tic Tac to start some fun.
The fun soon multiplies and reaches a
crescendo with everyone joining in. The film interestingly uses
signature elements of the brand to add to its impact – music is created
with Tic Tac being an essential ingredient.
Commenting on the campaign Sujala Martis
VP, Grey Group India said, “Tic Tac is not a serious mint – its
semiotics and associated rituals define its role. With this film, the
attempt is to continue on the journey of Tic Tac being the fun starter,
while also making the brand far more aspirational. What becomes a unique
property is the ability to create music using the Tic Tac pack, thus
adding another fun ritual apart from sharing”
Tic Tac had a clearly outlined task – it
needed to get consumers to look at the brand as more than just another
mint in the market. Its inherent format challenges needed to be
converted into strengths and unique assets for the brand. It needed to
create a differentiated space, which redefined behaviour patterns with
respect to the category, for its restless youth target.
The campaign first breaks digitally followed by a robust TV plan and surround activation.
The importance of a credible, transparent and representative radio
audience measurement system for generation and publication of radio
ratings is recognized world over. The FM operators solely depend on
advertising for their revenue generation. Advertisement revenue of the
radio broadcasting sector is directly linked to listenership of radio
channels.
Therefore, the advertisers and advertising agencies require radio
audience measurement which indicates the popularity of a channel or a
program and assists them in selecting the right channel or program at
the right time to reach the target audience. Better ratings will promote
a programme/channel or content.
Incorrect rating will lead to production of content which may not be
really popular while good content and programmes may be left out.
Therefore, there is a need to have accurate measurement and
representative radio ratings for FM channels or programmes.
Presently, radio ratings in India are conducted by All India Radio
(AIR) and one private rating agency. AIR carries out periodical large
scale radio audience surveys on various AIR channels. Some stakeholders,
especially the private FM Radio operators, have raised concerns about
the inadequate coverage and panel size of the radio audience measurement
conducted by this private rating agency.
They are also concerned about the methodology used for the
measurement. It is pertinent to mention that transparency, trust,
credibility and acceptability of the radio audience measurement are key
factors for its success.
Therefore, there is a need to prescribe a framework for Radio
Audience Measurement in India which is conducive, forward looking,
growth oriented that protects the interests of the stakeholders. The
Authority intends to ensure a forward looking, transparent and credible
radio rating framework with a minimal regulatory intervention in the
radio rating process.
According to Kraft Heinz India,
“Consumers are becoming increasingly health conscious and aware about
what products they consume, what ingredients are used to make the
product and how they are manufactured. At Heinz, we provide our
consumers with a 100% natural product that is completely free of any
artificial preservatives, colours, flavours or any added starch; making
it not only superior in taste but also health.”
The campaign is currently on air and would be promoted visibly on essential mediums such as outdoor, print, digital, etc.
According to Kraft Heinz India,
“Consumers are becoming increasingly health conscious and aware about
what products they consume, what ingredients are used to make the
product and how they are manufactured. At Heinz, we provide our
consumers with a 100% natural product that is completely free of any
artificial preservatives, colours, flavours or any added starch; making
it not only superior in taste but also health.”
The campaign is currently on air and would be promoted visibly on essential mediums such as outdoor, print, digital, etc.
Siddharth Banerjee, National Head, Brand
Communication & Insights, Vodafone India said, “We are delighted to
bring back our much loved mascot ‘Cheeka’ the pug. Research has shown
that the endearing Vodafone pug has had one of the most impactful and
long standing connects with the Vodafone brand symbolic with our
network. Our communication strategy for this launch was to highlight the
benefits of our seamless network and service experience and who better
to announce it than ‘Cheeka’ the pug!”.
Conceptualised by Ogilvy & Mather,
this new campaign consists of three short ad films, titled Truck, Drum
and Paint. The idea behind the campaign is to pitch Vodafone’s SuperNet
4G as the World’s largest 4G Network and inviting customers to upgrade
to it.
However, this is not the first time this
Pug is making its comeback. Post the launch of Zoozoo, in 2012 Pug
donned a campaign for Vodafone.
From Pug to Zoozoo to Pug
Prior to 2007, Vodafone was Hutch in
India and the Pug with a small kid was entertaining masses through TVCs
and the ad was a hit among the Indian audience. Later, in September
2007, Hutch was rebranded as Vodafone in India, but it continued with
the concept.
In 2009, during Indian Premier League
Ogilvy & Mather rolled out a new campaign with new animated
characters,white creatures with ballooned bodies and egg heads known as
Zoozoos.
This experiment of Vodafone replacing
its Pug with Zoozoos became an instant hit. It received positive
response from masses and holds huge fan following on social media
networks. There are more than 200 pages on ZooZoos having over 250000
fans, growing daily and the ads were also viewed by thousands of people
on YouTube.
In 2009, Vodafone was awarded Glitterbox
Award by the People for the Ethical Treatment of Animals (PETA), for
replacing the Pug with more humane alternatives in their ads.
Commenting on the campaign, Ambarish
Ray, COO, Metal Communication said, “Across categories, especially those
whose description has FM prefixed in them, that is ‘Fast Moving’, TV is
the new print. Short, sharp, tactical (or strategic in some cases) and
full of frequency. The Vodafone 4G campaign is no different. What is
interesting however is the re-emergence of the pug. The pug has
announced, made aware and otherwise got people to open their
‘oh-cho-chweet’ vocal cords out loud before many times.”
War of 4G campaigns
Zoozoos were easily accepted over the
Pug, but that era was entirely different. Now, a war of 4G services is
currently on in India. Airtel made headlines with its 4G campaign and
now Vodafone introduced its SuperNet. Meanwhile, taking advantage of the
situation, Samsung launched its J series smartphones, especially for 4G
services.
“With 4G now being the latest war zone,
Vodafone has brought out its ‘killing me softly’ weapon from its
arsenal. The pug has recall, memorability and most importantly real
associative empathy – I can dream of cuddling one, unlike a zoozoo.
Would be fun to watch the full campaign roll out. But then again, TV is
the new print and this may be all the campaign there is to wait for.
Either way, the viewer wins”, concluded Ray.
The advertising industry is seen trying
to create a difference, making an effort to get rid of gender
stereotypes, set in the back drop of a Father’s apology letter to his
daughter, the new ad film is asking why is laundry only a Mother’s job?
The idea behind the campaign is to create anawareness around the need
for men to share the load at home.
The campaign cracked the internet last
year and its second film is also going strong on various social media
platforms. Thus, when we conversed with Tejender Singh, Founder, Propus
Films & The Cult Riders, about his recent favourite ad film, no
surprise he mentioned Ariel #ShareTheLoad.
Which ad film grabbed your attention in the past few days and why?
Ariel # share the load, Father’s apology
letter is one advertisement that I have been waiting for. In your day
to day life you come across so many people who say women prefer dolls
over guns, pink over red and kitchen games over football.
This is the first advertisement, to my
notice, which elaborately explains why and how women are inculcated
since their birth, with the habit of playing home games and how it
influences their choices.
If given a chance, what changes would you like to make into it?
I would not want to change a single
frame or a single line in the advertisement. Although there is always a
scope for improvement but this particular idea to me appears perfect.
Did the advertisement make you want to buy the product?
The advertisement achieves a bigger goal. It creates respect for the brand.
Humour and Emotions, what works most in India?
I think in India, like everywhere, an
expression used appropriately, be it humour or emotion works. When used
just for the sake of it then however popular the expression might seem,
it will fail to connect.
What three things one should keep in mind while making an ad?
The three most important things are as follow objective, budget and the art of telling.
Please give your last word for this ad and rate the ad out of 10.
Anti-prejudicial and I would rate it 10 out of 10.
