‘Futures trading’ and ‘commodities exchange’ are terms that usually interest traders and not ad agencies. But this changed when MCX (Multi Commodity Exchange of India Ltd) decided to assign its creative duties to Lowe a year back. The commercial, which is already on air, simplifies ‘commodities exchange’ as a category and increases brand saliency for brand MCX.
The TVC opens with a father talking to his one-year old baby boy while reading the business paper. He reads out to his son the news just to keep him engaged. As he reads the headlines like ‘Heart attacks and road accidents on the rise’, he assures his son that there is nothing to worry because his dad has medical and accident insurance. But when he reads that steel prices are up, he is stumped. That’s where MCX helps him against such unprecedented rise in commodities by hedging in the futures market.
Commenting on the brief given by the client, Madhu Noorani, Creative Director, Lowe, Mumbai, said, “The challenge for us was to develop a communication that cuts across the target audience group, which is primarily SEC A, B 30 +, including brokers, traders, manufacturers, processors, entrepreneurs, policymakers and regulators. Moreover, the bigger task as per the brief was to simplify commodities exchange as a category.”
She further said that the MCX campaign was planned in a manner that the first half of advertising would generate curiosity while the second half would focus on specific commodities. “The campaign has put to use innovations at key touch points to the target group with the core message that interestingly weaved into each innovation on the basis of the insight, which says, ‘while you are away, the commodity prices may have fluctuated and affected your business’,” Noorani added.
Jignesh Shah, CMD, MCX, could not be contacted for comments at the time of filing this report.
Mediacom Mumbai is the media agency, which has a 360-degree exposure with television, press, radio and outdoor and other innovative mediums.
MCX was set up four years back, and today, apart from securing over 80 per cent market share in India, it is considered to be the 10th largest commodities exchange in the world.