Bar soap ads shun falling rose petals for grit and grime

Two brands, Vivel and Hamam have both cashed in on the women empowerment sentiment to create a refreshing brand communication

e4m by Venkata Susmita Biswas
Published: Aug 4, 2017 7:50 AM  | 4 min read


Bar soaps have always been about the soft after-glow of a long bath. Now there is more to bar soaps than soft skin that men desire to touch. Bar soap brands are embracing the changing times and creating a narrative that women and girls of today can relate with.


So far, a generic bar soap ad for women comprised three key elements: rose petals lilting softly across the screen, an opulent bathtub and a Bollywood leading lady. This formula has not failed brands despite the continuous public debate about ads like these being harmful to the perception of self-worth of women and young girls. However, brands have caught on to the public sentiment and remedied the formulaic ad that drives women to have flawless, soft and most often fair skin. Two brands, Vivel and Hamam have both cashed in on the women-empowerment sentiment to create a refreshing brand communication.


The latest kid on the block is ITC’s Vivel. The ad for the newly launched Lotus Oil variant of Vivel soap empowers women with its ‘don’t compromise’ attitude with the tagline #AbSamjhautaNahin. The ad portrays women from varied professions doing what they like best and excelling in their chosen professions. It is worth noting that the creators of the ad have steered clear of overtly fair-skinned professionals in the ad. The ad is set to a poem that lists the various commandments to which girls need to conform and by which they need to live their lives.


Recently, another bar soap brand also moved away from the formulaic ad and launched a marketing campaign centered around self-defence for girls. Hamam’s latest campaign sought to promote the safety of women by enabling women to safeguard themselves against all kinds of harm. Hamam has always positioned itself as a protector. It one of its early ads, a pregnant mother tells her son that she provides protection to the baby inside her just like Hamam protects him. This time around Hamam added a twist to the brand positioning. Now, a mother enrols her young daughter in a self-defence class to make her self-reliant.


Shunning the formula and hopping on to the women-empowerment bandwagon is not necessarily the best approach, experts say. When a brand wants to make a difference, it now has a new formula—women empowerment. We asked experts if these ads are really breaking the clutter or adding to it.


Expert View:


Mandeep Malhotra

Founding Partner & Chief Executive Officer, The Social Street


I wish that ads that promote women empowerment are here to stay and not just a phase in advertising. I wish more brands move into this space more seriously and not as an interim opportunity or gimmick. That said, there is a lot of clutter that is being established not only among soap brands but across other categories as well. If ads that are based on the theme of women empowerment are not yet part of the clutter, they will be in the next couple of months. Every brand will be speaking the same language.


In the urban metro demographic, these ads may not have the kind of impact that is expected. That is because the woman in this demographic is very smart and equipped to know exactly what she wants. She knows from the health and price-point angle what is the product that she needs to purchase. An ad like this will not sway her purchases.


Arnab Mitra

Managing Director, Liqvd Asia


Both brands have done a great job of taking up two story lines that are unlike their general brand communication. But a consumer does not look at it from the perspective of which brand is advertising. What first happens is that a consumer likes a communication and later connects the brand with the ad. Unfortunately, neither Vivel nor Hamam are the leaders of the category be it, product, brand positioning or communication. So, I am not sure this communication will position both these brands with higher top of the mind recall than they had earlier. Taking up a feminist angle is the flavour of the season. Because of this, my fear is that they might get lost in the noise.


Lastly, the campaigns have a lot of potential in the digital space. What brands do not realise is that a digital campaign is not about just creating a hashtag. While it is a good start for the brands, it is a lost opportunity.


With Hamam’s regional communication approach that extends to Tier 2 cities, it is surely the clear winner among the two.

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Lowe Lintas bags Skipper Pipes’ creative mandate

The agency will be designing and executing all brand marketing communication campaigns of Skipper Pipes & Fittings

By exchange4media Staff | Jan 24, 2023 6:47 PM   |   2 min read

lintas

Skipper Pipes has announced that it has assigned Lowe Lintas as its creative agency to strategize and execute its national launch campaign.

As part of this association, Lowe Lintas will be designing and executing all brand marketing communication campaigns of Skipper Pipes & Fittings.

Commenting on the new partnership, Siddharth Bansal, Director, Skipper Pipes said “We are very excited with this new collaboration. Lowe Lintas is not only one of the largest creative agencies in India but has also created tremendous success for some of India’s leading brands, many are now leaders in their respective categories. The deep understanding of the Lowe Lintas team about our sector makes them our perfect partners. We look forward to a strong and effective long-term partnership with Lowe Lintas”.

“Lintas will be responsible for devising Skipper Pipes’ overall brand strategy, consumer insight mapping, communications planning, creative development, multimedia campaign creation and management and campaign measurement and ROI.”, he added.

Sagar Kapoor, Chief Creative Officer, Lowe Lintas commented, “At Lowe Lintas, we firmly believe that effective advertising can create magic for even categories that our consumers don’t necessarily think of and engage with on a daily basis. The Skipper campaign is the perfect opportunity to use communication as the key to make even a low-engagement product important on the consumer’s mind, by revealing surprising information, in an exciting and relevant way. The Skipper team have us very excited with their vision for the category, the matchless  quality of their products, and their ambition to make a mark on a national scale – and we look forward to partnering them and building a legacy that can define the category.”

 

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ASCI updates guidelines on disclaimers

As per the regulatory body, disclaimers should be neither long or complex since 80% of consumers do not notice them in ads, according to its recent study

By exchange4media Staff | Jan 24, 2023 11:58 AM   |   3 min read

ASCI

The Advertising Standards Council of India (ASCI) has updated its “Guidelines for Disclaimers made in supporting, limiting or explaining claims made in advertisements”.
The ASCI code requires that suitable disclaimers be used to properly explain and support claims made in advertisements to ensure that consumers can read all the information presented. In the past three years, ASCI has processed over 800 advertisements which were found to be in violation of the disclaimer guidelines.

In a recent survey carried out by ASCI with 130 consumers, it was observed that 80% of respondents did not notice the disclaimer. While 33% could not understand the disclaimers clearly even after adequate exposure time had been provided, 62% of respondents felt that the disclaimer was excessively long, the study revealed.
The Consumer Complaints Council (CCC), during their meetings, have also observed that sometimes, the frame of the advertisement that contains the disclaimer was very crowded, and distracted the viewer's focus.

To address these issues, the Guidelines for Disclaimers made in supporting, limiting or explaining claims made in advertisements have been amended by ASCI after consultation with stakeholders.

The key additions to the existing disclaimer guidelines are as follows:
• The use of disclaimer should be kept to a minimum. Long or otherwise complex disclaimers with large blocks of text and difficult words are a deterrent to viewers attempting to read the contents of the disclaimer. In such cases, advertisers should modify the headline claim to reduce the need for further qualification through disclaimers.
• Hold duration and readability of disclaimer - In television commercials or any other video advertisement on digital media, all disclaimers should be clearly readable to consumers. In a single frame in an advertisement: 
o There should not be more than one disclaimer
o The disclaimer should be restricted to two full-length lines and remain on screen for more than 4 seconds for every line
• For regulatory requirements where the disclaimer exceeds two lines additional hold duration should be accounted for. For the purposes of calculating the duration of the hold of disclaimers, all forms of text appearing on screen at any one point in time should be counted. This includes both disclaimer text and any text content in the main ad creative regardless of where on screen it appears and whether or not it is repeated in audio.

Commenting on the changes, Manisha Kapoor, CEO and Secretary-General ASCI, said: “While ASCI has had disclaimer guidelines since 2016, it was observed that over-use of disclaimers made it difficult for consumers to understand all the information presented in the ad. This is evident from our survey where 80% of consumers did not even notice the disclaimers. Hence, it is important that claims are crafted in a way that minimizes the need for qualificatory disclaimers. Where disclaimers are needed, they should be presented in a manner that someone who is interested in reading them has the opportunity to do so.”

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McDonald’s India – North & East launches ‘We Get It’ campaign

Releases the first film of the three-part series depicting true to life situations and evoking the feel-good moments that McDonald’s stands for

By exchange4media Staff | Jan 23, 2023 7:02 PM   |   3 min read

McDonald's

McDonald’s India- North and East has launched a heart-warming film as part of its “We Get It” campaign, with the tagline “You’ve got this. We've got you”.

Conceptualised by DDB Mudra Group, the campaign includes three films, each capturing three distinct eureka moments experienced by McDonald’s fans while life throws unexpected curveballs. For instance, the annoyance of waiting for a ride after a busy day. A slice of life that hits a chord with most of us. The first film released in the last week of December and has received an overwhelming response, with 70+ Million cumulative views across platforms.

Announcing the brand campaign, Rajeev Ranjan, Managing Director, McDonald’s India – North and East, said, “Our lives are becoming increasingly challenging with most of us living busy, always-on-the-go lives, juggling between multiple competing priorities. Quite often, things don’t go as we plan or expect. Our film “You’ve got this. We've got you” is a humble attempt to recognise and appreciate this reality of our customers and our bit in making these demanding, unpredictable micro moments delicious, feel good and easy for our customers in our own warm, welcoming and friendly way.  We aspire to remain relevant and a constant in the thick and the thin of our customers lives.”

“Life isn’t perfect, it’s often a string of messy moments. And no one gets it better than McDonald’s. Where you can bring all of your life’s dramas and still be comfortable about it.”– Rahul Mathew, Chief Creative Officer, DDB Mudra Group.

The first commercial opens with a young customer at the front counter of a McDonald’s, who decides to grab a quick meal while waiting for her cab. While she places her order, she gets a cab cancellation notification, as a result, she decides to add more items. Suddenly another notification pops indicating a cab just 2 mins away. It is then she decides to cancel her order. But then again, another cab notification puts her off showing a longer arrival time. Laden with mixed feelings due to frequent tug-of-war in hailing a cab, she decides to order a large meal to keep up with the waiting time. To add to her woes, the cab driver calls conveying he needs to refuel, meaning even longer wait. Hearing this, the order taker senses her annoyance and asks in an empathetic tone whether she’d like to add an Oreo McFlurry, making her beam with joy, thus conveying the feeling and message – ‘We Get It’ subtly.

 

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Star Sports launches promo for ICC Women’s T20 World Cup 2023

The promo is created and conceptualised by the in-house team at Disney Star

By exchange4media Staff | Jan 23, 2023 4:00 PM   |   3 min read

Star sports

Indian cricket has paved way to a generation of women heroes, who have been at the pinnacle of bringing glory to India in the past few years. With the ICC Women’s T20 World Cup 2023 on the horizon, cricket aficionados of all ages, both young and old, have found idols in these women superstars, and are ready to support the Indian Women’s team journey. Emphasising the significance of this journey, Star Sports, official broadcasters of the marquee ICC event, launches its promo which recognises the presence of a new brand of cricket and its heroes.

The promo, created and conceptualised by the in-house team at Disney Star, educates viewers and fans that there’s a new wave of intense, engaging, and dynamic cricket which has come to the fore and riding on this new wave are the India Women’s team, who have made immense strides in their cricketing prowess. The ICC Women’s T20 World Cup presents the Indian team with its biggest challenge yet, to bring home the laurels of an ICC trophy for the first time ever, thus creating history and consequently changing it to ‘Her Story’.

Speaking about the ICC Women’s T20 World Cup 2023, Sanjog Gupta, Head – Sports, Disney Star said, "We are deeply committed to growing fandom for women's Cricket and are excited to host the ICC T20 World Cup in South Africa on the Star Sports Network and Disney+ Hotstar. The last T20 World Cup in Australia in 2020 saw the women in blue missing out on the title in an epic finale. As Team India embarks on this journey towards world glory, our hope is that cricket fans across the country and the world will support their endeavour to rewrite his-tory as ‘Herstory’. The growing recognition and appeal of the women in blue has transformational capacity which transcends sport with the potential to inspire millions of girls (and boys). And we believe this event will provide a strong impetus in elevating that chorus of support for Harmanpreet and her team”

The India Women’s team head into the competition as strong contenders, and face the likes of England, Ireland, Pakistan, and West Indies in the group stages of the tournament. India had a strong campaign in the previous edition of the World Cup, reaching the final and only falling short to Australia. With renewed energy and enthusiasm in the squad, having a blend of both experience and youth, India will be looking to go that extra step and win the ICC Women’s T20 World Cup for the first time in their history.

 

 

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New spot for Kurkure Playz is literally 'out of this world'

The ad is a part of the brand's 'Halke mein lo' campaign, conceptualised by Leo Burnett

By exchange4media Staff | Jan 23, 2023 1:04 PM   |   2 min read

kurkure playz

Kurkure started 2023 on a light-hearted note and launched a quirky TVC campaign, ‘Halke Mein Lo’, to celebrate its youthful new sub-brand, Kurkure Playz. Following the first TVC film that captured the ‘masaaledar’ banter between a young protagonist and ghost, Kurkure unveiled its second TVC under the campaign.

The film opens with the family enjoying teatime in the front yard of their bungalow when there’s a sudden disturbance on the radio playing next to them. That’s when they look up to find a spaceship hovering over the lawn amid dark clouds with strong winds. Two larger-than-life aliens appear with a plan to abduct the family, beckoning the protagonist to get on the ship right away. While spooked at first, a bite of Kurkure Playz Pastax transforms the youngster’s fear into a take-it-easy ‘Halke Mein Lo’ attitude, leading him to make witty wisecracks diffusing an intimidating situation into a laughing riot.



Commenting on the TVC, Vikram Pandey (Spiky), National Creative Director – Leo Burnett said, “This is the second film for the new Kurkure Playz campaign, and it continues the light-hearted quirky tonality set by the first film with our ‘Halke Mein Lo’ proposition. In this film we find the protagonist's family facing an alien invasion, but they manage to put off their abduction by stalling the aliens. We hope that the audiences will enjoy this film as much as the first one.”

Speaking on the campaign, Neha Prasad, Associate Director and Brand Lead, Kurkure said, “Aimed at the Gen Z audience, our campaign encourages the Indian youth to take it easy in the face of daily hiccups through a proposition that is refreshing yet colloquial – ‘Halke Mein Lo’. Our first film received an overwhelmingly positive response for its unique storytelling format. This propelled us to bring forth the second TVC that we hope will once again keep everyone entertained in true Kurkure style!”

Adding another playful twist to the campaign, Kurkure collaborated with popular actress and social media sensation, Niti Taylor, for a ‘halka’ prank. The actress shared an image of a supposed alien sighting on her Instagram story, leaving fans curious about her encounter! But upon disclosing her collaboration with Kurkure Playz Pastax, fans were relieved that it was just a harmless prank!


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Beardo unveils digital shampoo campaign with Vir Das

The film is a satirical take on #MardonWaaliBaat, says the brand

By exchange4media Staff | Jan 23, 2023 12:53 PM   |   2 min read

Beardo

Taking a satirical approach, men’s grooming brand Beardo is prompting men to throw away their girlfriend’s shampoo in their latest ad film, featuring comic Vir Das. In the digital film, Das is seen mocking men who use women's shampoos, saying that it is killing their hair, manhood and distant relatives.

View this post on Instagram

A post shared by Vir Das (@virdas)

Talking about taking the philosophy of #MardonWaaliBaat up a notch with this campaign, Sujot Malhotra, CEO, Beardo said, “Humour is the one form of advertising that lets you convey the most controversial of messages. We wanted to sensitize men that they have been using female-oriented shampoos from years. While historically one of the biggest challenges for men has been that there aren’t enough products in the market that are specifically designed for them, more so in the shampoo segment, but as a brand, we exist to change that. As one of India’s leading male grooming brands, we want to ensure men have access to all the necessary tools to look and feel irresistibly manly. Naturally, Vir Das's sarcastic and brutally honest approach, made him the perfect fit for the campaign. It’s great to see how our strong sentiment towards masculinity has fit harmoniously with Vir’s impeccable comic timing in the film. I am excited for everyone to see it."

Adding to the above Vir Das said, “The campaign feels that it is personally made for me. If you follow me on social media, you will know how much I think about shampooing my hair. And it’s great to see that a brand like Beardo was listening. I only have one thing to say to all the men out there - if you continue to use feminine shampoos, you will not only feel like a fool, but also smell like a Phool. He further added, “I feel extremely passionate about using relatively cleaner products and one’s that are designed for me (A MAN). And Beardo shampoos are the perfect fit. I loved working on the Ad-film, it was completely up my alley. I feel the brand is doing something amazing here and I hope you all love the finished product as much as we loved making it (you see what I did there).

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Goafest 2023 to be held from May 24 to 26

The much-awaited fest of creativity attracts advertising, marketing and media industry professionals from across the country

By Tanzila Shaikh | Jan 21, 2023 9:56 AM   |   1 min read

goafest

The Goafest 2023 will be held from May 24, 2023 to May 26, 2023. The dates for the much-awaited advertising fest were announced by the Advertising Agencies Association of India on Friday during the ceremony held to confer the AAAI Lifetime Achievement Award for 2022 on advertising veteran Colvyn Harris.

The dates were shared by Prasanth Kumar, CEO, of South Asia, GroupM, and the President of AAAI.

The Goafest is a three-day annual festival for the advertising, marketing and media industry. It attracts over 2000 people from across India. At the heart of this unique festival is an eclectic platter of knowledge, recognition, networking and of course, celebration that makes each day a remarkable experience.

The festival returned to ground in 2022, after a break of two years due to the pandemic.

 

 

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