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NaMo, Fevicol, Mahindra and Godrej among top picks for IMA Awards

NaMo, Fevicol, Mahindra and Godrej among top picks for IMA Awards

Author | Ankur Singh | Monday, Sep 29,2014 7:58 AM

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NaMo, Fevicol, Mahindra and Godrej among top picks for IMA Awards

As the IMA jury grows stronger and entries start pouring in, members share their views on the brands that struck a chord with them in some of the popular categories. Ahead of the Awards, jury member Amarnath Ananthanarayanan, CEO & MD, Bharti AXA General Insurance, shares his top picks.

BRAND ACTIVATION

Fevicol, as the brand creatively and innovatively attracted customers in the malls using a live ‘sticky’ counter. People could grab anything on the counter but when they tried, their hand got stuck. The farcical stunt at one of the busiest malls in the suburbs of Mumbai took audiences by surprise. A huge display kiosk was set up right in the centre of the mall with signboards all around proclaiming that the items on display are for free. These items ranged from a bowl to a plate or a clock.

Fevicol has reinforced its brand proposition of being ‘the ultimate adhesive’ in a unique manner. The success of the brand’s communication lies in its earthiness and its ability to break the clutter and connect with its audiences using wit and humor. Not only did it manage to break the clutter, but the amusing activity was well received.

BRAND EXTENSION

NaMo, from Gujarat to Bharat. “I do not think I need to say anything more on this front,” says Ananthanarayanan.

This national campaign does not really need revisiting. Modi clearly positioned himself as a synonym for development, giving the NaMo brand a defined personality.

BRAND REVITALISATION

Mahindra – Rise campaign tops the chart for Ananthanarayanan “for the way they looked at empowering the Indians to go for more.”

Mahindra launched a million-dollar challenge to solve two of India's most pervasive and intractable problems—traffic stress and electricity shortage. Anand Mahindra called for a competitive pitch to develop a driverless car and a do-it-yourself solar power kit from desi innovators. This was part of Mahindra's first edition of the $1 million 'Rise Prize' to spur breakthrough Indian innovation which captures the mainstream imagination.

Watch the video here:



CAUSE-RELATED MARKETING

Insurance Regulatory & Development Authority: Campaigns on insurance awareness & education in multiple ways pan-India including Health & Home insurance. “Clearly the need of the hour as over 90 per cent of health expenditure is out of pocket expenses and the insurance penetration in India is abysmally low,” says Ananthanarayanan.

DIGITAL/SOCIAL/MOBILE MARKETING

Godrej Appliances Women’s Day TVC. Done on women’s day and breaking the myth around women not being tech savvy.

The 2014 Women’s Day saw many brands celebrate the inner strength and beauty of women.  While the world is still grappling with understanding what women want, and their behaviour as a consumer, here’s a brand that has paid a warm tribute to the urban, tech-savvy woman in its latest commercial. Godrej Appliances launched its first digital video commercial, celebrating the special woman on the occasion of Women’s Day.

Watch the video here:

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