Landor's Mumbai office will disproportionately impact the network: Jane Geraghty, CEO, Landor

exchange4media chats with the new CEO who tells us about the brand’s long-term goals, agility approach and more

Misbaah Mansuri 07-March-2018

Helping clients create agile brands that thrive in a dynamic and disruptive marketplace, WPP branding firm Landor has paved a gem-laden path for itself as one of the global leaders in brand consulting and design. With a client list ranging from the likes of BMW, Nike, Etihad Airways, Australian Open, among others, Landor has helped several well-known brands navigate the rapidly evolving marketing landscape in the region.

Having taken over as the CEO of the company recently, Jane Geraghty has been President of Landor EMEA and a member of the global executive team since 2012. exchange4media chatted with the new CEO on the same. "The joy of working at Landor is the breadth of work that we do. At a time where cross-category innovation is changing markets dramatically, having a breadth of expertise is what makes us different," says an excited Geraghty who opens up on the brand's long-term goals, agility approach and more.

Excerpts:

Landor has been working with many big brands in rebranding strategy planning. In dealing with the rebranding planning for the same brand at different stages, how do you maintain the coherence of the brand while creating something new?

I think that at the heart of what we do, we try to create fascinating brand stories for our clients that they can tell across multiple platforms inside and outside their company. The trick to coherence is to have a really powerful brand story. We have a couple of ways of doing that. We have a very simple brand framework that is the distillation of all of this strategic work that we do which identifies the purpose of the brand, the distinguishing beliefs that the brand has and the idea that empowers the brand. We also work on developing expansive brand narratives. If you put all the work in those three pieces right, then telling the story successfully over time across channels and borders is easy.

Having taken over as the CEO of the company recently, what are the long-term goals that you have set for Landor. Also, what is the direction that you see the company going towards?

I do think we were the original and only brand consultancy when we started off 76 years ago. We're the brand natives. So what we do today is something we've always done, like telling powerful stories inside and outside the company to affect positive business outcomes. I think the shift for us is the means by which we tell the story. All of our clients are going through a period of digital transformation and they're embracing technology in different ways. Our job is to make sure that every tech innovation and application of technology is designed to make the customer experience frictionless, easier and cheaper. Our job is also to make sure that all these interactions are differentiated and through the lens of a brand, how do we make that movement differentiated? The core of what we do is mostly similar to what it has been but the methods that we're going to be using and the channels we tell our stories in are vastly different.

The big shift for us is that it's less about top-down education and more about bottom-up action and participation. We're focusing on helping clients use the brand to differentiate their digital transformation efforts.

What are the plans for Landor's India business and how do you see India developing as a market?

I love the India market. I've been with Landor for seven years and we're here today to celebrate the 10th anniversary of the Mumbai office. They've just had great business results. It's always been an important office for us. I think as we more emphatically embrace the tech agenda, this market is fascinating. We see so much of tech innovation coming out of this market. I think the Mumbai office will have a disproportionate impact on the work that we're doing around the network.

Tell us about your new Brand Community Model for brand management?

The objective for brands today is to be coherent, not consistent. Not long ago, brand management was effectively policing a brand to be consistent globally, across markets and channels and we put in some guidelines that needed to be slavishly followed. Those days are gone because you know the impact that social media has had. The fact that we have the millennial who is able to hack channels and logos of all manners, we need to embrace a different way of thinking. The reality is that there are multiple communities that have an influence on a brand and those communities extend the omni-insight of a co-creation. There are communities that have a disproportionate impact on a brand. To successfully manage brands and help them be agile in a modern world, we have to look at the brand differently.

In a multi-channel world, every brand has a core set of what we call 'sacred assets' that really telegraph the brand. These form the core of the brand and shouldn't be messed with. Then there are assets that should be interpreted and should have input from different communities. These should be adapted to suit particular needs. And then there are completely free, new assets that are yet to be created. So we built a model that embraces different communities of interests and also celebrates effectively, the fixed, flexible and free elements of the brand.

Landor as a brand embraces The Agility Paradox. How do you carry out your idea of "creating agile brands" in your projects? Any feedback from your clients?

I think the notion of agility has been very well-received by our clients. Brands need to evolve and change but remain recognizably true to who they are and I think our ambitious and progressive clients really understand that. There are a lot of them that are excited by the opportunities that we now have to tell stories, invite participation from customers which ultimately results in loyalty from customers and better business outcomes. We've had a very warm reception and a lot of interest towards how our clients can make their brands more plastic, agile and better able to create fans around the world.

A lot of brands today are going beyond mainstream marketing and creating larger social movements to create an immersive brand experience. What is the way to ace this and create the right brand messaging?

I think that there is an obligation now for brands to do good, reward their consumers, to innovate and stay interesting in order to maintain cultural currency. As I mentioned, there are so many opportunities now to tell stories in fascinating ways. We do a lot of work with Nike and so we create a lot of moving image assets they have been used in the retail environment. I think the collision of physical and digital in one space to enhance an experience is going to be an interesting development as we go forward.

Would you like to discuss some general trends you notice in the market?

We're in a socially-connected world. 140 characters have to tell a brand story. So really articulating a brand verbally is important and as voice-activated technology becomes more commonplace, in the next three years, it is predicted to increase by 700 per cent. Really being able to get the voice of a brand right is going to help brands differentiate in the market.

Correspondent, exchange4media, Mumbai Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

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AMV BBDO's Head of Art Creative Partner, Rosie Arnold steps down

In her 35-year-long career in advertising, Arnold spent three decades at Bartle Bogle Hegarty London where she rose to the position of Creative Director before joining AMV BBDO in 2016

exchange4media Staff 4 hours ago

Rosie Arnold

AMV BBDO’s Head of Art Creative Partner, Rosie Arnold, will be stepping down after a 35-year career in advertising.

The creative legend spent three decades in advertising at Bartle Bogle Hegarty London where she rose to the position of Creative Director before taking up the Head of Art role at AMV BBDO in 2016.

AMV BBDO’s Executive Creative Directors, Adrian Rossi and Alex Grieve praised the impact she had on the company stating, “We will be hiring a hundred to replace the irreplaceable Rosie Arnold. They are big (high heeled) shoes to fill, too big for one person.”

Arnold said in a statement, “After 35 years in this amazing business I am leaving AMV to pursue my personal passions. I remain committed to helping more diversity into creative departments and will be working with several organisations developing masterclasses and mentoring.”

She added, “I love this business and consider myself immensely fortunate to have worked in it with the very best people in the very best agencies.”

Arnold will continue championing diversity through SheSays, D&AD and Creative Equals organisations.

This is the second senior departure at AMV, after Dame Cilla Snowball, Group Chairman and Group Chief Executive, announced her plans to leave at the end of 2018.

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Get winter ready skin with BoroPlus Doodh Kesar Body Lotion

BoroPlus brand ambassador Kangana Ranaut features in the brand new TV commercial created on a differentiated animation platform

exchange4media Staff 17 hours ago

BoroplusKangana

Championing the cause of #HealthySkinIsWow, FMCG major Emami Limited launches the all-new “BoroPlus Doodh Kesar Body Lotion” to beat winter dryness. Enriched with the richness of Milk (Doodh) and Pure Kashmiri Saffron (Kesar), BoroPlus Doodh Kesar body lotion is 100% ayurvedic and antiseptic. It gives 24-hour intense moisturisation to make skin healthy, soft and radiant naturally. It is suitable for all skin types and is recommended by dermatologists.

BoroPlus brand ambassador Kangana Ranaut features in the brand new TV commercial created on a differentiated animation platform. Targeted at young consumers, Kangana shakes a leg with an animated “singing and dancing cow” to a peppy jingle – completely breaking away from the typical body lotion approaches to advertising. Iconic Singer Usha Uthup lends her rich voice for the ‘cow’ character, while oted ad filmmaker and actor “Bugs” Bhargava Krishna has directed the TVC.

Campaign video:

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Aegon Life’s new campaign takes life's tensions away

The campaign addresses the procrastinators and urges them to secure themselves with an appropriate Life Insurance cover, at an early age.

exchange4media Staff 18 hours ago

AegonLife

Aegon Life, the digital life insurance company, launches their #NoTension campaign. The intent of the campaign is to establish the need for millennials to become self-dependent when purchasing insurance, without postponing the act for yet another day. To embody the above Aegon Life has roped in Vicky Kaushal, who represents the youth of the country today.

India is home to the world’s youngest population which is predominantly tech savvy and self-reliant in all aspects of life. With this campaign, Aegon Life aims to reach out to its consumer base, coming across as a new-age, digital, e-commerce life insurer for the youth.

The campaign which was created by Brand Capital’s Brand Strategy team rolls out on TV, Print, Radio and Digital uses elements of humour with an iconic ‘shrug’ and a carefree protagonist, played by Vicky Kaushal. In the TVC, which begins with a peppy tone, Vicky remains tension-free in most of the situations in life, but hasn't really thought about how he would prepare against any uncertainties. He is then introduced to the world of Term plans wherein he opts for an easy, convenient and reliable online term plan from Aegon Life Insurance.

Speaking on the campaign, Vicky Kaushal said, “As an actor, I have always portrayed young, dynamic and relatable characters in my movies. Much similar to this, Aegon Life has made a mark in the insurance industry as a trusted and new age brand, with a fresh take on Insurance. The striking commercial aims to communicate the importance of buying Term life insurance at an early age, in a fun and quirky manner. This is the first time I have associated with a Life Insurance brand and I am delighted to be a part of this campaign."

On the launch of this campaign Vineet Arora, MD & CEO, Aegon Life Insurance said, “Our new campaign brings to the forefront that stress is a major concern in today’s time and while everything else remains uncertain, protecting your loved ones and their dreams should not be a reason to take tension. The campaign urges the new generation to not procrastinate and advises to act right away.”

He further adds, “We are delighted to welcome Vicky Kaushal to the Aegon Life family. He bears a close resemblance to the brand as a young, evolving, dynamic, confident and independent individual and is the best fit for the campaign.”

Adding to this, Sam Subramaniam, CEO, Brand Capital, shares, “Aegon Life has always approached marketing insurance products to the millennial audience in a unique and differentiated way. In many ways Aegon Life is the only “Millennials First” Insurance Company in India. We at Brand Capital are delighted to be a key shareholder in Aegon Life and to also provide marketing support through our Brand Strategy team”.

Campaign video:

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Himalaya unveils its first-ever brand campaign, 'Khush Raho, Khushaal Raho'

The campaign has been conceptualized and executed by Chapter Five.

exchange4media Staff 20 hours ago

Himalaya

The Himalaya Drug Company, India’s leading Wellness company, today launched its first Brand campaign, - ‘Khush Raho, Khushaal Raho’ bringing to life its vision of “Wellness in Every Home, Happiness in Every Heart”.

Having earned the equity and trust of millions of consumers for the last eight decades, Himalaya remains committed to solving consumer problems through its herbal products backed by science and research.

Philipe Haydon, CEO, The Himalaya Drug Company, said, “Herbal brands today are gaining preference, and consumers are increasingly considering herbal solutions as their first choice. With our range of over 500 herbal products, Himalaya continues to win hearts and offer well-being to consumers across all walks of life. We’re extremely proud to unveil the first-ever brand film bringing to life the vision of brand Himalaya.”

Speaking about the campaign, Mr. Rajesh Krishnamurthy, Business Director - Consumer Products Division, The Himalaya Drug Company, said, “The genesis of the brand film is based on the key consumer insight that small problems seem big when we don’t know how to solve them. The philosophy of our brand is to solve consumer problems through our wide range of herbal products and the campaign beautifully captures this. It’s a moment of great pride for all of us as we seek to be an integral part of consumers’ journey of Wellness and Happiness”.

The campaign has been conceptualized and executed by ad agency - Chapter Five.

Prateek Srivastava, Founder, Chapter Five, said, “As a team, we are extremely excited about this campaign that essentially establishes the problem-solution equity of Himalaya. The different incidences captured in the brand film communicate the message of happiness and showcase how different products bring joy to people’s lives and hearts. The film celebrates happiness through a happy song, happy situations, happy people, and a happy message.”

Campaign video:

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Brands celebrate Children's Day by embracing newer perspectives

From applauding the recent SC verdict against Sec 377 to teaching boys to cook, here are few Children’s Day campaigns that caught our attention

exchange4media News Service 1 day ago

k

November 14, the birthday of India's first Prime Minister Pandit Jawaharlal Nehru, is celebrated as Children’s Day across the country. Brands make the most of this day by rolling out inspiring campaigns that not only engage children but also evoke a rush of nostalgia among adults. Children, afterall, are increasingly becoming the decision-makers in households. So it only makes sense for brands to cater to them just right. Brands, this year, have evolved their communication game, creating mature conversations around gender roles and sexual orientation of children. Soaring imagination with a different outlook, here are some Children’s Day campaigns that caught our attention.

Godrej Appliances

This Children’s Day, Godrej Appliances has released #LetsStartRight, a campaign questioning the prevalent mindsets in Indian society in terms of set gender roles and emphasizing the need to break free early. Gender stereotypes are often formed at an early age, in our everyday setups. Take the kitchen for example – the birthplace for some awesome food but awful stereotypes, one being - the kitchen is meant for girls. Conceptualized by CreativeLand Asia, the campaign is set up in the familiar construct of a home, capturing a simple moment between a grandmother and her grandchildren. It does not rely on histrionics and melodrama but nudges us subtly to rethink.

 

NBA and McDonald’s

The National Basketball Association (NBA) and McDonald’s today announced a partnership to introduce NBA-themed promotions and interactive NBA Experience Zones in select McDonald’s locations in 39 cities across India. From Nov. 14 till Dec. 12, McDonald’s will give away an NBA-branded basketball with every family meal purchase at any McDonald’s restaurant in the West and South region while stocks last.  McDonald’s will also introduce NBA Zones in more than 30 outlets, providing fans the chance to experience the atmosphere of being at an NBA game through a range of interactive experiences.

BookMyShow

This Children’s day BookMyShow has a special message for all parents. Conceptualized and executed by BBH India, this children’s day film beautifully addresses the stigma that many Indian parents continue to face regarding the sexual orientation of their children. In consonance with the recent Section 377 verdict, it strikes an emotional chord and urges parents to love their children for who they are, regardless of who they love.

 

 

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LifeCell launches TVCs with regional themes

New TVCs in Tamil and Telugu is for better audience connect

exchange4media Staff 1 day ago

lifecell

Stem cell bank, LifeCell has launched a new campaign on television to create awareness and promote umbilical cord stem cell banking.

 

The messaging of the TVC is created around the big benefit of preserving the baby’s umbilical cord stem cells at birth with a community stem cell bank. The TVC is aimed at to-be-parents and their families and themed around gifting of good health for the baby by the grandparents. While, traditionally, gold is considered as the most preferred cultural gift from the grandparents for the to-be-born baby, this TVC gives a new dimension of gifting good health for the baby through stem cell banking wherein the entire family benefits.

 

LifeCell has already done over three TV commercials in this category. The brand had earlier used celebrities such as Aishwarya Rai Bachchan to promote & endorse the concept and had gained substantial brand visibility and concept acceptance. This time, to add power to the messaging, LifeCell has used veteran actor Mr Vijayakumar, who is known for his impactful messaging.

 

Umbilical cord blood stem cells have been proven to treat over 100 medical conditions. These stem cells can be preserved at birth with a community stem cell bank and matching stem cells can be retrieved for any of the family members, when required for treatment. By preserving the baby’s cord blood stem cells at birth, the baby and the entire family gets the protection of stem cells.

 

Below is the link for the new TVC created in Tamil & Telugu:

 

 

 

 

 

V. Ravi Shankar, Chief Brand & Communication Officer, LifeCell, said, “Creating customer awareness and education is a continuous process in this category.  We have a new set of  audience entering the parenthood space continuously. So it is imperative that we continue to reach out to them and establish the concept to help them take an informed decision and not to miss out on this once in a lifetime opportunity.”

The TVC’s theme is created around the cultural backgrounds of these markets to blend, connect and create a better engagement with the audience. It will be aired on general entertainment, news, lifestyle in regional Tamil & Telugu channels.

 

Mayur Abhaya, Managing Director, LifeCell said, “The launch of the new thematic TVC comes in at the time when the brand is going all out to amplify the concept of community banking. Through this campaign the brand goes a step further in establishing the benefit for the entire family by preserving the baby’s stem cells at birth.”

 

Tags Lifecell
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Godrej Appliances seeks to break gender roles with #LetsStartRight on Children's Day

The objective is to highlight an everyday story, where consciously and very often unconsciously, we condition our children with the age-old gender biases

exchange4media Staff 2 days ago

GodrejChildrensDay

This Children’s Day, Godrej Appliances brings #LetsStartRight, a campaign questioning the prevalent mindsets in Indian society in terms of set gender roles and emphasizing the need to break free early.

The objective is to highlight an everyday story, where consciously and very often unconsciously, we condition our children with the age-old gender biases. Gender stereotypes are often formed at an early age, in our everyday setups. Take the kitchen for example – the birthplace for some awesome food but, awful stereotypes one being - the kitchen is meant for girls.

Conceptualized by CreativeLand Asia, the campaign is set up in the familiar construct of a home, capturing a simple moment between a grandmother and her grandchildren. It does not rely on histrionics and melodrama but nudges us subtly to rethink.

Speaking on the campaign Swati Rathi, Head-Marketing, Godrej Appliances said, "Being in the home appliances space allows us to observe behaviours at home including how we shape our children. As our society still grapples with gender stereotypes like women must do the cooking, we felt the problem is best tackled if we start young. Children’s day seemed like a good day to share this point of view. We hope this simple campaign makes people reflect on the small unconscious ways in which we display our biases, reevaluate our ‘soch’ and our actions, and take small corrective steps.“

Anu Joseph, Chief Creative Officer - CreativeLand Asia, further added “In this case, the brief made the film. The marketing team was ready with a bold and clear brief. We had to just write a little story around it. A strong insight is a great place to start. Gender inequality and biases are always passed down and a matter of nurture. The kitchen is a great place to start corrective action."

Campaign video:

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Whirlpool launches new TVC campaigns with Sushant Singh Rajput and Kriti Sanon

In the ad Sushant Singh Rajput and Kriti Sanon represent a modern-day urban couple whose life and relationship are enriched by Whirlpool’s superior technology

exchange4media Staff 2 days ago

WhirlpoolTVC

With over 2 decades of building emotional equity with India’s home-makers, Whirlpool is all set for another big leap – a technology leap. The ethos of this leap is laid on the foundation that today’s urban lifestyles need the cutting-edge technology of tomorrow to flourish and thrive. In line with the communication, two films crafted by FCB Ulka for Whirlpool air conditioners and refrigerators have been launched recently.

The brand ambassadors, Sushant Singh Rajput and Kriti Sanon represent a modern-day urban couple whose life and relationship are enriched by Whirlpool’s superior technology. Technology that transforms everyday chores into small acts of love and connection.

Air conditioner film:

The commercial is based on one magical moment between this modern couple, that brings out Whirlpool’s revolutionary 3D Cool Technology in a fun and impactful manner. It shows Sushant working out as his neighbors watch on in blatant admiration. A flustered Kriti cools down this unnecessary ‘heat’ with her Whirlpool AC. Its 40% faster cooling and 12m long air throw chills Sushant instantly, who is forced to wear his jacket leaving Kriti smugly satisfied.

This playful and flirtatious banter between the couple manages to bring out the role of the AC strongly, delivering cold technology credentials in a fun, warm and relatable manner.

Refrigerator film:

In this commercial, we see Kriti getting things ready for a party at home with her friends while Sushant is away on a shoot.

A mishap in the kitchen leads to Kriti video-calling Sushant for advice. And while there is physical distance between them, we see that technology has found a way to keep their connection and chemistry fresh. It also builds in a progressive narrative of changing gender roles where men are true partners even as home-makers and cooks.

Shedding more light on the brand communications, K. G. Singh, VP Marketing, Whirlpool of India said, “Earlier this summer, Kriti Sanon and Sushant Singh Rajput, captured the playfulness of today's relationship between a couple with the launch of our AC campaign. We believe technology plays a very important role today to ensure that the relationship is always fresh even when extremely busy lives of today’s young generation act as a formidable challenge. Both of them understand and appreciate new-age technologies that are meaningful. And that’s what the new TVC portrays – a meaningful technology that helps to ensure long lasting freshness – enriching our customers' lives. We believe it’s a charming story that will be loved by the audience and captures brilliantly the benefits of our advance Adaptive Intelligence (AI) technology.”

Adding to this, John Thangaraj, National Planning Director, FCB Ulka said, “Whirlpool has always been a brand for the homemaker. However, we wanted to challenge the very notion of homemaking. We wanted to move away from the stereotypical portrayal of homemaking that the category has been built on, and instead move towards a younger, more contemporary, more progressive rendition of it- one built on shared responsibility and fluid gender roles”.

Speaking about the campaign, Surjo Dutt, NCD (North), FCB Ulka said, “This campaign marks a considerable leap in terms of execution as well as tonality for Whirlpool as a brand. It sets the brand in a new age home, where relationships are not about mushy love. It’s all about wicked romance, forever oscillating roles and technology that keeps pace with the life of this fiery couple which builds the narrative of the films to break the clutter that persists in the category. All in all, it signals a new era of advertising for brand Whirlpool that showcases the changing dynamics of today’s relationships.”

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The rise of goodvertising: Do consumers actually buy it?

How does a brand remain authentic in its pursuit of purpose and how effective is purposeful advertising? Experts open up...

Misbaah Mansuri 2 days ago

VicksAd

Look at ads today and you will notice that campaigns championing social causes are becoming commonplace. Majority of them explicitly use social causes to stir our hearts and activate our tear ducts. This festive season too witnessed ads by brands such as Ghadi Detergent to Bajaj Electricals making conversations about societal issues such as removing dirt from one's mind and making a difference to the society. This trend of cause-led ads triggers a thought: Do consumers actually buy it and does it really work in the favour of a brand? How does a brand remain authentic in its pursuit of purpose? And how does a brand establish where it has the right to play? We delve deeper into this discourse…

Meaningful marketing

Take the recent Vicks #TouchofCare ad that has presented the story of Nisha, an orphaned girl with ichthyosis who was abandoned by her biological parents when she was just two weeks old. It captured Nisha’s story as she sails through the challenges and complexities of life. And it sure worked! The ad has made over 21 million views on YouTube. Ritu Mittal, Country Marketing Manager, Vicks India, acknowledges that it took courage to go ahead with a film that was minimal on branding. “Too much of the brand takes away the authenticity and credibility of story-telling. We wanted to bring the purpose of our brand to life, and we thought that the story of Nisha really deserved to be heard,” she explains.

Amer Jaleel, Group Chairman and CCO, MullenLoweLintas Group, says, “As a pure creative approach, I can see that if it’s well-timed, the social good video or even the caring message has huge resonance. I see a lot of these ads travel on WhatsApp and that is always a good indicator of whether they’re working or not. So that is settled. They have appeal and they are being forwarded. Some are even editing out the brand in the end and sending them as a piece of content.”

Vicks isn’t alone in adopting this advertising approach. Luggage manufacturer Samsonite recently launched a campaign focusing on reviving the tourism in Kerala after the devastating floods. It incepted an impactful video capturing the essence of every individual involved in the tourism sector, from taxi drivers and lodge managers, to elephant mahouts and others, who are eagerly waiting to welcome their guests. The ad has crossed over 2.5 million views and has fetched support and praises from a large number of people, including actors to politicians.

Talking about the campaign, Pradnya Popade, Marcom Head at Samsonite South Asia Pvt Ltd, shares that campaigning to bring tourists back to God’s Own Country was a great fit for a brand like Samsonite that is so closely tied to the tourism industry.

“Samsonite wanted to be sure that the ad would not just be riding a popular wave. We travelled to the badly affected areas and actually saw that despite Kerala being back on its feet, hotels, shops and tourist destinations, which are generally abuzz with tourists, were looking barren,” she reasons.

Raghu Bhat, Director, Scarecrow M&C Saatchi, shares that his experience is that consumers like authenticity and consistency. “We see a glut of videos trying to espouse a social cause. Many of them don't bother to integrate the product into the storyline. The intent is to engage rather than sell. The same brand manager who fights to increase branding in a 30-second ad speaks eloquently about not force-fitting the brand into the storyline of the 3-minute video,” he argues.

Cash-vertising

While experts applaud the ‘cause-vertising’ move, underlying this trend is a desire of brands to ultimately increase their market share. But are consumers really naïve to this? Rohit Ohri, Group Chairman & CEO, FCB India, notes that exploiting emotional spaces for commercial gain is something that consumers see through very easily and reject. “Authenticity is really key to how brands communicate with their consumers. If brands speak about change, it is imperative that this is done with searing honesty and with the brand genuinely committing to the cause.”

The message to brand-owners is clear: Words must follow actions. Agnello Dias, Co-Founder and Chief Creative Officer, Taproot Dentsu India, advises that if the so-called cause is related in some way to the category or the brand, it tends to work better.

“Soul cleansing is the new brand building I suppose. The jury is still out on how much this directly impacts sales. But sometimes it becomes a CSR-ish tick box. But by and large, it’s just a fanciful way of doing old fashioned product placement. Find a heart tugging story and place the product somewhere in the vicinity,” says Dias.


Substance versus sainthood

With ‘cause-vertising’ or ‘good-vertising’ as it is termed, the lines between meaningful and maudlin, caring and cloying often run thin. How does a brand establish where it has the right to play? Rahul Jauhari, Joint President & Chief Creative Officer, Rediffusion India & Everest Brand Solutions, spells that advertisers and their agency partners need to stay focused on what the brand stands for, its real business needs and on being relevant to the consumer’s life. Jauhari establishes that unless there is a genuine connection with the brand, chances are that the consumer will remember the cause, not the brand. Which again is meaningless. “Sure you can pick a cause, as long as it has something real to do with the brand and with the consumer’s life. Consumers are not fools. Neither do they have time for shallow or pretentious work. This needs to look like a brand that cares,” he opines.

Jaleel asserts, “What I have an issue with is the cloying melodramatic execution. This really gets to me and soon it will to everyone else too. Melodrama is dying in Indian films and that is a clear message to our filmmakers as well. Brand custodians especially need to take note that for a film to be emotional, it need not be OTT.”

As to the market share bit, today’s clear view is that there’s a place for both kinds of work: the hardworking and the soft-working, he remarks. “Now if only we can find someone to keep an eye on the brand, that’ll be useful. Because opportunistic acts don’t allow you enough time to figure whether they’re on brand or not and they come with such a mouth-watering budget that it’s easy to give the go-ahead,” Jaleel adds.

Bhat, meanwhile, hints that while opting for this approach, a long term association with a cause backed with concrete action on ground is a better approach. “A 'story' that has a product-connect might be remembered more. A co-relation with product and cause might also help. Also, one-offs rarely work. Finally, the most important thing is to break through clutter. Communication that ticks the internal boxes and yet looks identical to everyone else's is not recommended,” he suggests.

 

Correspondent, exchange4media, Mumbai Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

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Hindware Atlantic Water Heaters launches first TVC campaign- ‘Fresh Hot Water Saalon Saal’

Conceptualised and created by DDB Mudra, the film features Bollywood actor Mukesh Tiwari and highlights how corrosion and dirty deposits can impact the longevity of a water-heater

exchange4media Staff 2 days ago

HindwareAtlanticad

Hindware Atlantic, one of the fastest growing water heater brands in the country, has announced the launch of its first ever TVC campaign for the Ondeo Series ‘Fresh Hot Water Saalon Saal’.

The TVC highlights the industry-first and patented O'Pro Protection Technology and Titanium Core Shield of the Ondeo range which prevents internal corrosion, thereby enhancing the life of water heaters.

Conceptualised and created by DDB Mudra, the film features Bollywood actor Mukesh Tiwari of Golmaal and Ganga Jal fame and captures how corrosion and dirty deposits impact the longevity of a water-heater in a light-hearted neo-mythological format.

Hindware is taking a multi-prolonged marketing approach for the commercial through various platforms such as Electronic and Digital. For a wider reach, the TVC will be aired on key regional channels in languages like Bengali, Kannada, Tamil, and Telugu including prominent Movies and News channels.

The film focuses on the inner corrosion of water heaters and attempts to provoke a thought in a light-hearted neo-mythological manner with loveable characters. The commercial opens with a young man about to enter the shower encountering a “Zangraaj” - ‘God Of Dead Appliances’ who reveals how an ordinary water heater gets corroded and dirty deposits are formed inside the tank over the years. Then he gets a solution in the form of Hindware Atlantic Ondeo range of water heaters. 

Speaking about the campaign, Rakesh Kaul, President, Consumer Products Division, and CEO, Evok Retail, HSIL Limited, said, “We are excited to launch the first ever TVC campaign for Hindware Atlantic featuring ‘Ondeo’ water heaters. The phenomenal growth of Hindware Atlantic Water Heaters stand testimony to HSIL’s strong legacy of understanding consumer requirements and matching it with superior technological solutions. Over a few years, the business has grown substantially and today is a key contributor to the Consumer business. Through the TVC, we want to highlight our patented O’Pro Protection Technology which is a differentiated offering designed to ensure additional protection to the tank and heating element against corrosion.”

Commenting on the commercial, Subhashish Datta, Executive Creative Director, DDB Mudra North said, “Most of us have never wondered about how the insides of a water heater look after years of use, or about the freshness of the water dispersed from the appliance. Our team actually did that. For our initial research, we split opened some old water heaters to gauge the situation inside and what we saw was unsettling. The view shocked us, and that is what we have tried to capture in our story line, but in a light-hearted way.”

Campaign video:

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