Brand David has bagged the creative duties of Off the Shelf furniture retail chain. The incumbent agency was Leo Burnett. The win comes close on the heels of other new wins by the agency, which include Radio One (the newly designated FM station of Mid Day), Lux underwear and HPCL Power.
Off the Shelf is a furniture chain based in Mumbai. Industry insiders estimate the size of this business to be in the region of Rs 4-5 crore. According to Kumar Subramaniam, President, David, officials at Off the Shelf contacted the agency because they were looking for a ‘fresher perspective’. David was awarded the business on the basis of its credentials and past work. The media mix will have press for the most, followed by in-shop activities and events and some sporadic outdoor work.
Subramaniam further said, “I think that the brand, while it was with Leo Burnett, was looking at every day advertising. Now it intends to bring more of lifestyle cues and an enjoyable ambience around the retail store. It now wants to position itself differently from other bargain-oriented stores, and is prepping itself as a value added brand.”
Commenting on the other new wins, Josy Paul, Chairman, David, said, “We launched Radio City in 2001 with the baseline ‘Fun Ka Dose, Har Roz’, which later went on to be City Bajao. Moreover, Kumar Subramanyan, our President, was the ex-COO of Radio City. I suppose, all of these factors led to us bagging the Radio One account. We poised it on the ‘Hits’ platform, which meant thematic hits belonging to any period of time, or in any genre. We only play you something that has been a hit. A song that has been numero uno at a point of time. I think that it’s a smart differentiation.”
With the addition of Radio One to a kitty comprising CNN-IBN and Channel 7, David has quite a lot of media expertise to boot.
Meanwhile, David has created two TVCs for Lux underwear and HPCL Power.
The Lux underwear film shows a young man, pushed out of his home by some naughty friends, wearing only a Lux underwear. He then comes across a ‘boycott foreign goods’ morcha and tells them that he too believes in their motto and is an aspiring revolutionary himself. A young journalist, impressed by his ‘Abandon foreign goods’ drive, features him on a news channel. The ad ends with the super – ‘Wear Lux underwear and it works like a lucky charm’.
Commenting on the ad, Subramaniam said, “I think the Lux underwear ad works around the fortune cookie concept. Wear Lux, and you just get lucky, no matter what. We are planning to put in some activation around stores, where you buy a Lux pack, and you have a lucky note that entitles you to something.”
The HPCL commercial shows people bowing to greet someone, crowds mobbing a car and frenzied fans cheering in stadiums. This is followed by the baseline - ‘When you have the power, it shows’. The agency has also engineered a film tie-up with the much awaited Hrithik Roshan-starrer ‘Krrish’, which involves a television promo, and print and outdoor ads.
“We routed it through Percept-owned P9, which holds the mandate of marketing the Filmkraft movie. A magical character like ‘Krrish’, who holds tremendous character and power, fits in perfectly well with the speed and vitality of the HPCL brand. We spun the story around the feeling of power, because we wanted to stress that the consumer may pay a premium for an additive fuel, but in the end, he gets that much more. There’s always that edge of superiority,” Subramaniam elaborated.