Fortune Foods ad controversy: Did the brand opt right with their crisis management?

Fortune Foods quickly put out an apology, which in turn triggered complaints from Bengalis who pointed out that eating meat during the Puja is not a taboo in West Bengal

exchange4media Staff 17-October-2018

Fortune foods

A cooking oil ad by Fortune Foods caused furore when it didn't go well with the Hindu Janjagriti Samiti who asserted that eating non-veg food during Navratri was prohibited. The Hindu Janajagruti Samiti, a Hindutva group had posted their objections to the advertisement on their website, saying it was an insult to their faith.

The company quickly put out an apology, which in turn triggered complaints from Bengalis who pointed out that eating meat during the Puja is not a taboo in West Bengal. The Bengali language ad titled Pet Pujo, or worshipping the stomach, and subtitled in English here for Fortune mustard oil shows a woman cooking meals for her husband during Durga Puja including traditional Bengali dishes made from goat meat and fish. The accompanying text reads, “For the food-loving Bengali, the Puja is a time to worship the stomach.”


The Hindutva group posted the following objections on their website:
“Along with this, non-vegetarian food is prohibited during Navrati [the worship of the goddess Durga in North India]. In this advertisement, the husband fasts for Navratri but on Navami, the wife feeds the husband mutton kosha and fish made using Fortune Oil. Since this food is so tasty, the husband is forced to break his fast. This is an egregious insult to our Hindu faith.”
 
Fortune Foods responded the next day, posting an apology on Facebook and Twitter, and withdrawing the video from circulation everywhere except Bengal “where it is common practice to eat both vegetarian and non-vegetarian food”. 

Fortune Foods issued a fresh statement saying, "Over 2 yrs we are celebrating the idea of #PetPujo with Bengali Foodies around the time of Durga Pujo. This year our video touched 1.5+M viewers in Bengal alone, and our brand continues to receive oodles of love on social media. We respect food choices made by every community. And we will fervently guard against accidentally hurting people's sentiment. Our apology for one is not an insult for the other as will be witnessed from the comments that continue to pour in. Do read, watch and show some more love."

Did the brand get their crisis communication right? Should it have apologised? Brand expert Gaurav Gulati feels that the inclusion of religion in advertising is a dangerous act, in most of such cases brand fails to please customers. Citing from the Yankelovich MONITOR report, he says, “Almost 40 per cent of consumers state their faith plays a big role in the choices they make while buying goods and services. So if your brand can maintain the balance that works to get both believers and non-believers go ahead and take advantage of religious waves or else stay away from this space. I think Fortune failed to keep the balance, and an apology is the best option to get another chance from same target customers."

Brandvagon's Abhimanyu Singh also feels that though the apology was not needed, it helped with the damage control. "Considering the stature of the brand, it only makes sense for them to be humane and fix it up despite of it not being entirely their fault. Sensitivity is the pillar that can't be ignored for most brands and hailing from a country with diverse religions and faiths, this must be considered the step in the right direction." 

Says Saurabh Uboweja, International Brand Expert and CEO Brands of Desire, “While the brand didn't have to technically apologise for a mistake they didn't commit, but we have to acknowledge that Fortune is one of India's largest edible oil brands and would be certainly worried about alienating a large part of their consumer base that is predominantly vegetarian. The apology came out of fear rather than the guilt of doing something wrong.”
 

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Social media abuzz with #10yearchallenge pictures, memes

Brands also cash in with images of their products from a decade ago and now

Neethu Mohan 4 hours ago

10 year

The #10yearchallenge or the 2009 vs 2019 challenge has been trending in the social media pages with people posting photographs of them from a decade ago and now. 

The challenge got an overwhelming response with celebrities, both national and international, taking to their social media pages for posting pictures of them. Few memes have also emerged on the lines of the campaign. 

The campaign started to make rounds of social media platforms like Facebook, Instagram and Twitter at the beginning of the new year as the #10yearchallenge. But it also drew some adverse reactions from some sections saying the challenge was created by Facebook to optimise its face recognition software. 

An article by Kate O’Neill in Wired says, “Through the Facebook meme, most people have been helpfully adding that context back in (“me in 2008 and me in 2018”) as well as further info, in many cases, about where and how the pic was taken (“2008 at University of Whatever, taken by Joe; 2018 visiting New City for this year’s such-and-such event”). In other words, thanks to this meme, there’s now a very large dataset of carefully curated photos of people from roughly 10 years ago and now.” 

At the same time, Facebook denied the allegation in a Twitter post, saying: The 10-year challenge is a user generated meme that started on its own, without our involvement. It’s evidence of the fun people have on Facebook, and that’s it.
 

Brands embrace #10yearchallenge 
Few brands have used the challenge for their marketing needs. They posted side-by-side images of their products or services from a decade ago and now.

Manforce Condoms


Durex Condoms


Swiggy


Fevikwik 

StarPlus

The hashtag is also being used to highlight the aftermath of wars and the environmental changes that have taken place in the last decade.

 

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Neethu reports on media, marketing and advertising industry. In the past she has reported on start-ups, education and health sector for over 6 years.

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Orient Electric unveils new ad for Aeroslim fan with MS Dhoni

The TVC follows the theme of turning your world upside down with the Aeroslim fan which flaunts a unique slim cylindrical design

exchange4media Staff 1 day ago

DhoniOrietnAeroSlim

Orient Electric, part of the USD 1.8 billion CK Birla group, today launched an integrated advertising campaign to promote Aeroslim, India’s first smart ceiling fan. The Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It is also India’s first Inverter fan which ensures 40% energy savings in comparison to ordinary fans.

The new TVC features Orient's long-standing brand ambassador MS Dhoni and it follows the theme of turning your world upside down with the Aeroslim fan which flaunts a unique slim cylindrical design, aerodynamic blades, telescopically adjustable mounting, integrated under light and PU paint with superior Hydrographic finish & unique power saving Inverter technology. The TVC starts with a bunch of people fixing furniture, couch, carpet, bookshelf, wall hanging etc., on the ceiling of a house. The next frame shows MS Dhoni’s entry in an upside-down room with Orient Electric’s Aeroslim fan fixed on the ground followed by the key message – “Aeroslim, worth turning the world upside down”. The TVC also shows MS Dhoni controlling the fan through Orient Smart mobile app.

Talking about the newly launched TVC, Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric Limited said, “Aeroslim is world’s slimmest smart fan loaded with umpteen features and Inverter technology for saving energy. It can be controlled by the Orient Smart App or via voice commands using Alexa and Google Assistant. Our 360-degree marketing campaign for Aeroslim kicks in from today, starting on social & digital platforms eventually leading to a full-fledged campaign by February. I am sure that our TV ad, featuring beautifully composed jingle and visuals, will capture the audiences’ attention and create a lot of excitement. We have also worked out a robust TVC campaign flanked by print & cinema.”

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Franklin Templeton is back with a new edition of "The Marathon of Life"

The campaign was a huge success and it won multiple accolades

exchange4media Staff 1 day ago

MarathonofLife

When Franklin Templeton launched ‘The Marathon of Life’ campaign last year, they took on a mammoth task. They ventured on a journey to simplify investment principles for the common man. It was creatively done by using a marathon as a metaphor to communicate six essential qualities that one needs to become a good investor.

The campaign was a huge success and it won multiple accolades. 

‘The Marathon of Life’ has gained momentum with every stride, every story, and every principle lesson learnt from it. The second edition features stories of three new characters who have been chosen to best explain some of the most evolved concepts of investments, which are true for life as well:

  • The Power of Compounding: The protagonist explains the concept of Compounding and how it makes the whole greater than the sum of parts
  • Diversification: This story explains how diversifying your efforts can help you mitigate risks and achieve your goals
  • Risk: A powerful story that showcases how well-informed and calculated risks can lead to greater rewards

Speaking on the occasion, Juzer Tambawalla, Director and Head - Marketing, Franklin Templeton India, said, "The Marathon of Life 2.0 continues to demystify complex topics with its sublime storyline and powerful characters.”

Geetanjali Sachwani, AVP – Marketing, Franklin Templeton India, said "Everyone enjoys stories, but the real-life ones leave you inspired. Real-life people make a compelling story and their struggles always add a different dimension and gravity…It’s a delicate blend and a fine balance between their storyline and our themes.”

The campaign is spearheaded by Mumbai based Digital Agency Mirum India. Naila Patel, Executive Creative Director, Mirum India, said, "The Marathon of Life is an ode to life and investments, but more than that, it is a continuous celebration of inspiring stories and shared a vision of Franklin Templeton and Mirum India.”

Check out the 1st video on The Power of Compounding here:

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Ogilvy conceptualises new campaign for Bajaj Platina ComforTec 110

Through the gripping and entertaining TVC, Bajaj portrays new features of the bike with its unique positioning of offering a ‘Jhatka Free’ ride

exchange4media Staff 1 day ago

Bajaj Platina

While traditionally bikes have always been sold on mileage in the commuter segment, Bajaj Platina has stood out for its unique positioning of offering a ‘Jhatka Free’ ride. With prior TVCs like Paro-Gulabo, Humpty-Dumpty and Potter Girl, Platina has established itself as an overall comfortable bike in a quirky and entertaining manner.

This time, for the launch of the new Platina 110, the brand has taken the jhatka story a notch higher, with a tale of two bomb squad technicians trying to find a solution for an un-diffusible bomb which is found in the middle of a busy city centre. One of the bomb squad expert is handling the device with great caution looking for a safer place, when, to everyone’s surprise the protagonist enters riding on a Platina 110. This is precisely the point when the viewer’s interest rises, wondering what would happen next. 

Through this gripping and entertaining story, we establish the new features of the higher torque engine, combi braking system and nitrox shock absorbers, a category first. 

Narayan Sundararaman, VP Marketing - Bajaj Auto Ltd said, “In the commuter motorcycle segment where the focus is on ‘mileage’, Platina has differentiated itself by building a strong position as the most comfortable bike for the long-distance commute rider through its ‘jhatka mana hai’ communication. The new Platina 110 comes with features that enhance this comfort position with added features to deliver an ‘effortless riding’ experience to our buyers. The new ‘bomb squad’ TVC communicates this in a truly memorable way.”

Adds Sukesh Nayak, Chief Creative Officer - Ogilvy West said, “Platina ComforTec’s DNA has always been quirky and entertaining. So this time around, we have chosen a truly unique plot. A bomb disposable squad member discovers the comfort and superior suspension of the new 110 Platina. And in the process leaves the audience thoroughly entertained.”

“This wonderful piece of communication is the outcome of the great partnership with the team at Bajaj. This campaign will definitely build salience and desirability for the new Platina 110,” said Nikhil Mohan, Sr. VP, Ogilvy Mumbai.

The advertisement invokes a sense of thrill, excitement and anticipation. Chrome Pictures, Director, Hemant Bhandari said, "I wanted to treat & execute this project like a sequence of a feature film which had you gripped and entertained throughout ensuring the bike was always the hero. My team pushed me hard to shoot it in Gwalior which was a challenge in itself as it also happens to be the 1st TVC to be shot in Gwalior and it had its own pros n cons. Abhishek Notani our Producer and Tarun Bali our Line producer along with the entire team from Bombay and Gwalior ensured my vision was translated into this film. While the entire team contributed I think I have to mention Aditya (1st AD), Siddhant Mago & Mayank Mehra (Music Directors), Pankj (DOP) and Shahnawaz (Editor) who helped us to take it to another level and it needs special mention of Sukesh, Hemal and entire Ogilvy team and clients who believed in us. We literally had a blast making this film. Hope everyone enjoys watching it."

The launch campaign along with the TVC and Print would include social with an intensive geo-targeted Facebook campaign and other shareable content that entertains the viewer while driving the ‘most comfortable ride’ message home. 

Credits
Client: Bajaj Auto Ltd.
Client Team: Narayan Sundararaman, Soumya Das, Pratik Ghate
Creative Agency: Ogilvy India
Vice Chairman & Group CCO: Sonal Dabral
Creative Team: Sukesh Nayak, Hemal Jhaveri
Account Management: Nikhil Mohan, Piyush Jha, Savni Kenkre
Brand Planning: Ganpathy Balagopalan, Nirav Parekh, Aditya Arora
Production house: Chrome Pictures - Director: Hemant Bhandari

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Sidharth Malhotra: A journey from student to Bollywood's leading actor

Actor Sidharth Malhotra celebrates his 34th birthday today, we take a look at his journey in the advertising world

Dolly Mahayan 1 day ago

Sidharth Malhotra

Bollywood actor Sidharth Malhotra has emerged as one of the youngest and handsome star in the industry. Debuting with Karan Johar’s 'Student of The Year' in 2012, the actor has acted in many blockbuster movies like 'Ek Villian', 'Hasee Toh Phasee', 'Kapoor & Sons', 'Ittefaq' and many more. Today, the actor celebrates his 34th birthday.

Malhotra came to Mumbai at the age of 18 and began his career in the field of modelling. After which he started working as an assistant director to Karan Johar on the sets of ‘My Name is Khan’, where he learnt the basics of film making. No sooner than he got a chance to work as a lead actor under Johar’s direction. The actor, in a short span, has created a niche for himself in the Bollywood fraternity. So it’s only natural that he occupied the brand endorsement space quickly enough and got featured in various big brands.

He recently made news in the advertising world, when it was announced that he will be the first-ever actor to endorse a female cosmetic brand. Up until now only Bollywood divas had endorsed these beauty products but Malhotra broke the stereotypes, and became the face of a cosmetic brand that too for a cause.

From Coca- Cola, Oppo, Pepe Jeans, Nirav Modi, Ponds, Metro Shoes, Men’s Fair and Lovely, Aquamagica, American Swan, Bru to Euro Fashions, the actor has been the face of many brands. In 2016, the actor was named as the brand ambassador of Prime Minister Narendra Modi’s Skill India Campaign. On his birthday, we take a look at some of his brand endorsements. 

Pepe Jeans India

Last year, the actor was signed as the brand ambassador of denim wear brand, Pepe Jeans. He featured in the brand’s spring summer 2018 campaign #MadeToCreate. With this collaboration, he joined the star-studded global line-up including Ashton Kutcher, Cristiano Ronaldo, Kate Moss, Sienna Miller and Cara Delevigne, all of whom have appeared for Pepe Jeans over the years. One more interesting fact, he is the first Indian ambassador of this international clothing brand. 

Oppo

The actor became the face of the brand in the latter half of 2017. Till now, it is one of the major brands Malhotra is currently endorsing; he was featured in the TVC alongside actor Deepika Padukone.

Brylcreem India

In 2016, Malhotra decided to endorse a personal grooming major Brylcreem. The actor also shared the screen with his co- star Varun Dhawan, and featured in a campaign ‘Soch badla style badla’ which conveyed the message that ‘real men’ respect others. The purpose of the campaign was to inspire men to become better social citizens, and it became a massive hit among the netizens.

New Zealand Tourism

In 2015, Tourism New Zealand roped in Malhotra as the first brand ambassador for India. The actor has been updating his social media feeds to promote destinations, cuisines and fun activities to promote the culture and beauty of New Zealand.

A post-graduate from the prestigious Indian Institute of Mass Communication, Dolly reports on advertising, marketing as well as the digital domain. In her free time, she loves travelling and reading.

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Dentsu Impact and Mobiistar launch new campaign - ‘Ab har lamha karo shine’

The campaign will be rolled out pan India across multiple touch-points and with a greater digital presence

exchange4media Staff 1 day ago

MobiistarDentsu

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the launch campaign for Mobiistar X1 Notch. Operating in a competitive price band, X1 Notch boasts category best features at a price that no one can imagine. Mobiistar X1 Notch gives you a 13MP front and rear camera powered by AI with a Gradient Shine Body. A proposition that is ‘more’ in a category where one must always pay more to get more.

The communication is set in a college and features young students who are gearing up for a selfie contest. The story is about a young guy who helps his friend shine with the help of the X1 Notch. While the Mobiistar film for C1 Shine shows our protagonist shine in the eyes of people who didn’t think much of him before, X1 Notch shows our protagonist using the phone to help his friend shine. The film tries to reach out and resonate with those who live in the small towns, making sure their dreams and aspirations are fulfilled by the X1 Notch.

The campaign will be rolled out pan India across multiple touch-points and with a greater digital presence. In a one day exclusive launch of the commercial on Youtube, the X1 Notch commercial garnered more than 24.9 million views.

Commenting on the execution of the campaign Anupama Ramaswamy, National Creative Director, Dentsu Impact adds, “In an already cluttered market, we wanted the X1 Notch to stand out. Instead of focusing only on the features, we decided to show how this phone can help people not just dream big but also fulfill them. Through the X1 Notch, our protagonist empowers his friend to shine. This insight led us to find a story that will resonate with anyone who has ever struggled to fit in. We are sure people will relate to this and welcome the phone, thanks to its super affordable price and amazing features.”

Aniruddha Deb, Chief Marketing Officer, Mobiistar India adds, “This is an interesting take on our consumer’s life since it showcases how the X1 Notch is not only adding value to lives but also enabling people realize their dreams. Our testing results revealed that the college situation was not only relatable and likable but also was understood well by our TG. Mobiistar has always stood strong as a propeller of confidence and aspirations and this new campaign adds another dimension to our vision of ‘Shine and Enjoy More’.”

Video:

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Britannia unveils new TVCs for Britannia Treat Crème Wafers

The campaign has been conceptualised by GREY Bangalore

exchange4media Staff 2 days ago

BritanniaTreatWafers

GREY group India has created a new campaign for Britannia Treat Crème Wafers. The campaign has been conceptualised by GREY Bangalore.

When you get caught in a sticky situation, a dash of quick thinking and some delicious Britannia Treat Creme Wafers can help smooth things over. That’s the premise of the new films created by GREY Group India. Wafers have long been a light snack that made evening breaks interesting for kids. And Britannia Treat Creme Wafers’ alternating layers of crunchy wafer and delicious cream kindle the mischief that is inherent in children.

Speaking on the launch, Jayant Kapre, Business Head, Adjacencies and New Business says “Britannia is diversifying into more categories in macro- snacking, and with the introduction of ‘Crème Wafer’, we offer a quick on- the- go snack. We aim to expand the market and take a leading position over time.”  

The films begin with kids getting caught in sticky situations. One look at the pack of Britannia Treat Wafers gives them inspiration on how to get out. With one lie after another, they explain away their mischief and create a Britannia Treat Creme Wafer in their imagination. In the end, they make peace by offering their antagonists the wafer that formed in their head.

Speaking about the films, Gautam Bhasin, Group Creative Director, Grey Bangalore says, "The idea for the films came from the insight that children are great at spinning yarns. Their imagination is akin to the product attribute of wafers, one layer on another. So, in the films we let the kids create layers of fun, drawing a parallel to the structure of the wafer."

Britannia wafers are targeted at children within the age group of 7 to 13 but are available to all those who are young at heart and want to enjoy its delicious flavours.

Britannia Treat Creme Wafers Diary

Britannia Treat Creme Wafers Library

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IAA invites entries for a campaign to build awareness on Diabetic Retinopathy in India

This national health initiative is titled EYE4Future and is conceptualised by IAA in partnership with All India Ophthalmological society

exchange4media Staff 3 days ago

International Advertising Association

International Advertising Association (IAA) in association with the All India Ophthalmological Society (AIOS) is providing a platform for all advertising and marketing professionals in India to showcase their creativity for a cause during the upcoming International Advertising Association World Congress in Kochi in February. 

IAA is inviting entries for creating a campaign to drive awareness on ‘Diabetic Retinopathy’. This national health initiative is titled EYE4Future and is conceptualised by IAA in partnership with All India Ophthalmological society.  

Punit Goenka, President IAA (India Chapter) said, “The ethos behind the campaign is that IAA has always believed that communication should be a force for good. The India Chapter has an excellent track record of supporting good societal causes.”

Adds Dr S Natarajan, President Elect of the AIOS, “The diabetes pandemic is sweeping across the country. There are 62 million people with diabetes in India and another 77 million people estimated to be pre-diabetic. These and all those who have not yet been diagnosed as diabetic are facing grave risk, including those of Diabetic Retinopathy and hence there is a need to build mass awareness about this issue. I am glad the IAA is supporting this much needed initiative.” 

The campaign will be judged by an elite jury for creativity and simplicity. IAA will support the winning team to produce the campaign, and invite two members of the team to Kochi. The campaign will be unveiled in the presence of renowned speakers and celebrities at the IAA World Congress on February, 22, 2019. The last day to send in entries is January 28, 2019. 

The winning campaign should be produced in a period of not more than 15 days. No extension of deadlines. No entry fee. 
For queries, you can email at: execseciaa@gmail.com

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Britannia Milk Bikis launches new Pongal campaign

The campaign is running in 7 cities across Tamil Nadu with 60 hoardings in Chennai, Coimbotore, Madurai, Salem, Pondicherry, Vellore, Tirunelveli and Trichy

exchange4media Staff 4 days ago

MilkBikisPongal

This year, Britannia's Milk Bikis, Tamil Nadu’s Beloved biscuits, is celebrating the harvest festival of Pongal — a major festival of South India with a 14-day campaign. With this campaign, the brand hopes to bring back 42 years of fond memories with TN consumers.

The campaign is running in 7 cities across Tamil Nadu with 60 hoardings in Chennai, Coimbotore, Madurai, Salem, Pondicherry, Vellore, Tirunelveli and Trichy. Also launching is a new heart touching TVC conceptualised by Lowe Lintas that shows the coming together of children to celebrate the festival with an old man from the village. Falling short of milk to cook the celebratory Pongal, the two are then fulfilled by a pack of Britannia's Milk Bikis.

Video:

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EFFIE India: Winners speak

McCann Worldgroup India, HUL, Ogilvy and The Womb on winning big at EFFIE Awards India 2019

exchange4media Staff 4 days ago

McCann Workdgroup Effies

Prasoon Joshi and his team once again led McCann Worldgroup India to victory at the The Advertising Club (TAC) India's EFFIES after a stellar performance in 2018. The agency which had a total of 63 shortlisted entries won six gold, 13 silver, and 18 bronze EFFIES on Friday night. The award night resulted in a nail-biting finish with McCann Worldgroup India commandeering the EFFIE stage.

Ogilvy India which gave a very close competition to McCann India won the Grand Effie, once again second time in a row. The Womb, which was the only independent creative agency to make it to the top five list won four gold, two silver and three bronze EFFIES. Hindustan Unilever Limited was adjudged as the EFFIE Client of the Year.  

On winning the Agency of the Year title for the second time in a row Prasoon Joshi, CEO and CCO McCann Worldgroup India and Chairman McCann Worldgroup Asia Pacific said, "There is no winning strategy, it is the strategy that wins. Therefore, I think it is important to plan the right strategy for your brands. Eventually we don’t do work to win awards; awards are by-products. It is very good to win but the work is done to build brands and if that work also gets awarded it’s great. There is no formula; you have to constantly keep reinventing yourself. If you are not reinventing yourself, something that worked for you three years back will not work for you again. It is important to take cognisance of the changes which we are living with."

He further said that the work done for IKEA, Nestle, Coca Cola, and the National Skills Development Corporation were all responsible for the win on Friday night. "The IKEA campaign worked. It was a great idea. It was not just promotional advertising. It was a virtual reality experience which redefines the way you think. Even the skilling campaign for the National Skill Development Corporation worked well. It is tough to share the message of what the government is doing among the clutter of schemes. A lot of work that the government does for the people gets lost and people don’t take benefit of it because the communication is not right. I feel very happy to see that our communication has reached out to people and people have taken benefit of the scheme." 

"We are really happy that our work has been recognised. The main reason we won is because we focussed on what the consumers are looking for and going after the insights that make these campaigns work," said Priya Nair, Executive Director of Home Care for Hindustan Uniliver Limited. 

The coveted Grand EFFIE was won by the Ogilvy India Group for the Fevikwik Campaign – “Getting the fixer at home to fix more”. Commenting on the win, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers - Ogilvy India (West) said, “This is an evening we all look forward to. While we have a plethora of creative awards, this one has its own special place because it is creativity combined with effectiveness that we all look forward to.” 

The Womb emerged as the only independent agency in the top five for its work for Saregama Carvaan. Speaking to exchange4media, Navin Talreja, Founder, The Womb said, “We are really excited about the win. In total, we are 20-22 people in the agency. We have won 10 Effies which is 2 Effies per person. We also made it in the top 4. Our client- Saregama emerged runner-up in client of the year. So we are really happy with the win.” 

The annual EFFIE awards celebrates and honours brand innovators and thought leaders for their pioneering brand and media strategies. 

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