Tinkerers, Talkers and Bureaucrats: Marketing management in decline: Shubhranshu Singh

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Shubhranshu Singh 24-May-2018

In the world of marketing bureaucracy, there is a large premium attached to ‘disruption’ and ‘innovation’. These magic words can win promotions. At both the plan and execution stages, innovation work self-selects the elites of marketing management. It makes reputations for marketers. In the public esteem, the canals carrying credit run deeper when a marketer has ‘innovation experience’ written in bold on the resume.

But let us consider the brand for a moment, declutched from the stranglehold of these brand marketers. There is no life plan for a brand that insists on innovation. In fact, in a brand’s history, only a few major innovations make a difference of the kind that moves the business performance, share and equity to a higher orbit.

Often, innovations are urgent but unimportant activities made to seem necessary because activity often substitutes achievement. Nothing delights a corporate bureaucrat like endless meetings. Meetings where everyone’s opinion leads to a fission reaction of more meetings. Nothing is decided but everything is discussed.

The only thing that truly matters to a brand’s health is the source of value it brings to the consumers. Managing the core essence is important as this is what defines the brand and its business. The core essence of Nike is greatness through sports and endeavour. The shoes are secondary. The essence of Starbucks is a great experience while drinking coffee. Brands flourish because of loyal consumers, new willing acceptors and the adoption of it into their lifestyle habits. Brands get defined by rituals, stories and semiotics that signify their essence.

To put it plainly to the brand manager – Don’t chase the new and loud, but do more of what made your product successful in the first place. 

1. Don’t innovate beyond the cultural authority of your brand. But do as much as you can within the boundaries you have defined. Own the turf. Make sure innovations don’t distract but strengthen.

2. Creativity alone is no reason to do branding. Rather the brand should spur creativity.

3. Innovation is not about newness alone, it is also about business definition. You may find organic growth to be the mantra but new product myopia can make you lose the larger picture.

4. Quantity rarely, if ever, translates to quality. To grow brand equity and customer satisfaction by chasing more things is a surefire route to failure.

5. Focus on brand attitude, pricing, experience and authority. These things are far more important than the new kids you put on the block each planning year.

There is also problem in the fact that even in a large market like India, there are very few sovereign brands. By this I mean brand management teams empowered to decide what to do. The vast majority are tinkerers, word smiths, translators and multinational bureaucrats.

I call it ‘brand management by synonyms’. The typical MNC brand bureaucrat handles words and adjectives. For example, an MNC with a portfolio of hair shampoos has decided upon ‘glossy, shiny, bouncy’ as their three brands. The same shampoo brands then churn the same attributes and adjectives across the region as brand benefits. This is not brand management. This is at best in-house servicing.

Therefore, decide if you are a business or a franchise? Are you a sovereign source of brand action or just a design factotum?

The typical signs of tinkerers and frenzied action addicts:

1. They don’t track or look at comparisons from the recent past. They always make more forward looking statements.

2. They don’t focus on tracking return per unit of input. Therefore larger investments become justified as successes.

3. They don’t innovate to a business end. They do it to earn merit. Therefore, the innovations are
all over, not necessarily catering to the most valuable consumers as they ought to. Poor segmentation is a clear sign of innovation-frenzy.

4. They are on an activity treadmill. Since their esteem is built on having done many things, they must feed the boiler to keep up the steam.

5. Objectivity escapes the sharpest brains. In fact, vanity afflicts the smarter more readily. When it reaches the top, doom is a matter of ‘when’ not ‘if’.

6. French author La Rochefoucauld observed that ‘self-love is cleverer that the cleverest man in the world’. Therefore smart performers will end up justifying all their actions. Do not reward innovation activity alone. Reward the results of the entire brand business and health of its attributes.

French aviator, partisan and story teller Antoine de Saint –Exupery had said, “If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.”

I think it holds for marketers as well. If you want to build a brand, don’t tinker with materials, designs and innovations but yearn to master the brand essence.

(The author is a Mumbai-based marketer)
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com
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Vivo celebrates free spirit of the youth in latest Y Series campaign by Publicis India

The campaign went live in the second week of October, 2018 and will run across popular offline and online channels

exchange4media News Service 47 minutes ago

vivo ad

Vivo, the smartphone brand, launched their latest brand campaign for promoting the newly launched Y Series range. The campaign focuses on creating awareness about this series and highlighting its performance and camera capabilities - two key drivers of this category.

 

Conceptualised & executed by Publicis India, the campaign is targeted towards the youth of the country that is free and open-minded. They are the ones that do not get influenced and are rather liberal about the choices they make in life. They tend to take every day as it comes. It is from this attitude that stemmed the core campaign idea of 'Apna Y Hai Na'. 

 

The integrated campaign comprises two TVCs that are being aired during PKL matches across Star Sports Network. The campaign will be amplified through other key media like digital and In-store as well.

 

Commenting on the launch, Nipun Marya, Director, Brand Strategy, Vivo India, said, "2018 has been a very successful year for Vivo owing to great consumer response for our innovative smartphones. We want to continue and further enhance the customer experience by kick-starting the festive season with the new Y-Series models that are designed to provide an immersive experience to our consumers."

 

Highlighting the creative standpoint behind the campaign, Bobby Pawar, Managing Director and Chief Creative Officer - South Asia, Publicis India, said, “The brief was to find an insight for Vivo Y-Series which is specifically targeted to the youth.”

 

"The youth of this country is extremely free and open-minded. And from this attitude of theirs stemmed our main idea of – Apna Y Hai Na. Also in both films, we've established the product truths i.e. Portrait Mode and Octa-core processor & Faster RAM through relevant social contexts.”

 

Of the two TVCs, the first is a 'Metro' film where we see a young couple hop on to the metro and is faced by the familiar tyranny of judgemental stares from fellow commuters. Here the portrait mode on the camera of the Vivo Y series comes to their rescue and helps them blur the whole world out, and captures them in passionate embrace.

 

Link to the films:

 

Babaji Film: https://www.youtube.com/watch?v=Vmhm-4kXvFM


Metro Film: https://www.youtube.com/watch?v=jiYRVb1ByOY

 

In the second film titled 'Babaji', an atypical modern guru extols the virtues of multi-tasking - something that the youth of this country, and even the Y-series (with its octa-core processor and faster RAM), are clearly good at. So in both films, Vivo India has established the product truths through relevant social contexts.

 

 

The campaign went live in the second week of October, 2018 and will run across popular offline and online channels.

 

 

 

Team credits:

Client: Vivo India

Team: Nipun Marya, Nidhi Bhuchar, Nidhi Kohli, Radhika Itkan

Agency: Publicis Capital

Creative Team: Bobby Pawar, Amit Shankar, Durgesh Singh, Siddhartha Joglekar

Client Servicing: Ravpreet Ganesh, Amitabh Sreedharan, Sourav Barua, Subhank Gupta

Planning: Gursimran Singh

Production House: Absolute

Director: Vasan Bala

 

 

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Barbie looks to inspire young girls to dream big

Barbie's mentorship program encourages young girls to have positive, strong role models that inspire them to believe that they can be anything

exchange4media News Service 1 day ago

barbie mentors

The famous doll brand from the house of Mattel - Barbie, released a campaign video in India called, 'You Can Be Anything,’ to inspire young girls to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them to believe that they can be anything.

 

With the belief of ‘You Can Be Anything’ philosophy, Barbie reached out to mothers across India to know what their daughters aspire to become when they grow up. The response was overwhelming, with about 1,000 moms sharing beautiful stories of their daughters. Barbie finally chose three girls with most inspiring stories and decided to fulfill their dreams of becoming a Chef, a Gymnast and a Comedian. The role models who were brought on board to mentor, motivate and inspire these young girls were:  Commonwealth Games gymnast, Meghana Reddy; Chef at Flavour Diaries, Anjali Pathak and Entertainer Urooj Ashfaq.

Barbie created an intensive mentorship program to help these girls overcome challenges, and accomplish infinite possibilities through hard work and dedication. This program was documented as a video by Barbie and released coinciding with International Day of the Girl Child, to encourage and motivate several other girls to conquer their dreams.

Speaking on the occasion, Lokesh Kataria, Mattel’s Head of Marketing, said, “We are delighted to celebrate the International Day of the Girl Child in India with the release of our campaign video - 'You Can Be Anything. This campaign was conceptualized to encourage young minds through actual stories and highlight the significance of empowering role models. We are happy to have three prominent young achievers like Meghana, Anjali, and Urooj as mentors, and with them, we have tried to depict the importance of appropriate guidance in nurturing dreams. We are hopeful that this initiative will encourage the next generation to believe in their dreams and have faith in their potential.”

Mentors for this campaign are:

Meghana Reddy, Commonwealth Games Gymnast: Telangana’s 19-year-old Meghana is India’s exclusive Olympic representative in gymnastics. She has been training under a former world champion in the US and UK for the last four years and has specialized in Rhythmic Gymnastics.

Anjali Pathak, Chef of Flavour Diaries: Anjali Pathak is a foodie, passionate chef and a teacher. She has been running the popular food studio Flavour Diaries in Mumbai for three years now, offering hands-on cooking classes using fresh local produce, spanning across the Mediterranean, European, American and Asian cuisines.

Urooj Ashfaq, Entertainer: The 22-year old is a writer and comedian working in Mumbai. She is one of the promising comedians in the circuit, known to be creating waves with her humour. 

Tags Barbie
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Reliance Jewels releases digital campaign, 'Jab dil chahe Diwali moment’

The brand launched the new campaign to spread awareness on safe jewellery purchase scheme

exchange4media News Service 1 day ago

Reliance Jewels

With the arrival of festive season, Reliance Jewels has geared up with dhamaka offers along with a string of services and benefits for the festive shopper.

In addition to lucrative discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with their latest digital campaign. The brand launched the new campaign to reach out to their existing as well as prospective consumer base to spread awareness about the safe jewellery purchase scheme, thereby making jewellery shopping a pleasant experience. 

Commenting on the festive season campaign Sunil Nayak, CEO of Reliance Jewels said, “The newly launched digital campaign will talk about Reliance Jewels’ special offers this festive season along with additional benefits such as complete rate protection, Full Return on Old Gold Exchange & Free Jewellery Insurance. We understand and value our customers and aim to bring only the best offers and benefits for them combined with superior quality, exquisite designs at our showrooms”.

With the entire country coming together during this season to share joyous moments and memories, the wide variety of traditional and contemporary fine jewellery designs at Reliance Jewels makes it a one-stop shop destination for festive shopping and gifting.
Reliance Jewels’ festive campaign advocates its relevance and existence in the customer’s entire life cycle and promises to be with them at every moment. Along with excellent offers the campaign also delivers on the value proposition to its customers.

Reliance Jewels is present in two different formats – Standalone Showrooms & Shop in Shop (SIS). Currently operating through 58 Showrooms and 36 SIS, Reliance Jewels is expanding its base across the country and is excited to cross 100 point of sales before Diwali. Reliance Jewels Shop in Shop offers light weight, trendy and stylish fine jewellery at an affordable price.

The brand has recently moved to a new avatar of being a ‘Jeweller in the Retail Space’.  With maximum focus shifting towards customer centricity, new innovative designs and offering unique value proposition to its customers, Reliance Jewels is expanding rapidly. For the patrons the upcoming showrooms will provide an ethereal experience as they walk into a dazzling environment replete with alluring displays of gold and diamond jewellery against rich and opulent decor.

The brand only deals in 100 percent BIS Hallmarked Gold and every diamond used is internationally certified by independent certification laboratories. All Reliance Jewels showrooms have QC Tech Rooms for repairs and Karat Meters for customers to assess purity of gold free of cost. Apart from this the brand also offers loyalty points on every purchase.
 

 

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Samsung India launches new QLED TV campaign

Conceptualised by Cheil Worldwide India, the campaign ‘Discover the Picture. Discover the Love’ continues to focus on the ‘Technology of loving’ where Samsung technology helps melt away barriers

exchange4media News Service 8 hours ago

samsung QLED TV

Samsung India launches a new QLED TV Campaign conceptualised by Cheil Worldwide India. In an endeavour to strengthen the emotional connect with its consumers, the campaign continues to focus on the ‘Technology of loving’ where Samsung technology helps one take notice of true emotions that can melt away the barriers. 

The TV campaign went on air on over 35 channels across all genres and will continue till end of this festive season.

The campaign outlines a unique father-son bond. The inevitable, the unsaid love between a son and his father brings alive a poignant story. It shows a man on top of a mountain peak struggling to fight the snow and make his way. He reminisces of his childhood when his mountaineering father was going for an expedition but could not complete it and was left heartbroken. The memory of this was so sharp in the man’s mind that his ultimate desire was to reach the peak and make a documentary. While his father sits back at home and watched television, he notices his son at the peak where he wanted to go. Moving closer to Samsung QLED TV.

Ranjivjit Singh, Chief Marketing Officer, Samsung India said, “At Samsung, we value our customers and consistently endeavour to make their lives better. Samsung’s QLED TV features new innovations that enrich the lives of consumers by re-imagining how TV integrates into the living room, how consumers enjoy their content, and how they interact with their TVs. Our new campaign showcases QLED TV’s amazing features like Ambient Mode, 100 per cent Color Volume and S Voice. The campaign is based on a beautiful story that depicts the special bond between a father and son and the role that Samsung TV plays in strengthening this bond. We hope our audiences enjoy watching it.”

Speaking about the campaign, Aneesh Jaisinghani, Executive Creative Director, Cheil WW India said, “Samsung has consciously shifted its advertising narrative towards emotional storytelling. Taking the brand’s direction forward, the idea behind this campaign is to tell a story about great technology through a warm human bond – that of father and a son.  The film beautifully captures the story of a young man who fulfills his father's lifelong dream and at the same time communicates the key feature of the Samsung QLED TV very effectively.”

 

 

Campaign Credits:
Creative Agency: Cheil Worldwide SW Asia HQ
Creative Team: Aneesh Jaisinghani
Account Management: Byung Gon Park, Mohit Mishra, Vikas Negi & Somya Nanda
Director (of the TVC): Go, Han Ki
Executive Producer & Producer:  Tony Choi
Production House: Love and Money
Line Production: Bohemian Films
Post Production Studio: Elliot                    
Music Credits: Gorilla Sound
Lyricist: Lee Ban Seok
 

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Kansai Nerolac Paints dedicates an iconic Durga mural in Kolkata

The portraiture, conceptualised by FCB Ulka and brought to life by artist Tushar Kamble, is inspired by the rich tradition of Bengal and local folklore

exchange4media News Service 2 days ago

Kansai Nerolac Durga Puja

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ conducted a pujo activity, Nerolac Shera Para Shera Pujo across Kolkata and other cities of West Bengal. 

The brand unveiled a large Durga Maa mural painted on Hotel The Peerless Inn in Kolkata to commemorate this year’s pujo festivities. The event saw Bengali actor Rituparna Sengupta; Ram Mehrotra, VP, Sales & Marketing, India & Nepal at Kansai Nerolac; and Tapas De, General Manager at Hotel The Peerless Inn . 
  
Kansai Nerolac has effectively engaged with its customers through the product portfolio and customer awareness campaigns promoting transformation and environmental sensitivity over the years. The Durga Maa mural signifies the same vision of transformation and beautifying Kolkata in its fourth consecutive year celebration of Nerolac Shera Para Shera Pujo. 
  
The portraiture, conceptualised by FCB Ulka and brought to life by artist Tushar Kamble, is inspired by the rich tradition of Bengal and local folklore, currently adorns the walls at Peerless Inn, Taltala. Depicting the homecoming of Maa Durga, the elements used in the visual identity illustrate the grand celebrations that happen during pujo, when men and women rhythmically dance to the beats of the dhak along with traditional dhanuchi dance competitions. The mural also demonstrates the lions - vahan (vehicle) of Maa Durga. 
  
Commenting on the unveiling, Ram Mehrotra, VP – Sales & Marketing India & Nepal for Kansai Nerolac Paints Ltd said, “Bengal has always been an important market for us. Inspired by the cultural spirit and essence of the state, we have undertaken several activities to engage with our customers. In the past, we have launched ‘Shades of Bengal’ – a coffee table book that unravels various shades and spirituality of Bengal. The Durga Maa mural is yet another attempt to connect with our Bengali audience by adding colour and happiness to their lives on an auspicious occasion like this. The idea behind painting the mural at Peerless Inn was, if put simply, to make Durga Maa stay back, even after Durga Pujo concludes – a commemoration from Nerolac as giving joy back to the city of joy.” 
  
He added, “Nerolac, along with extensive support from paint trade dealers over the years, has continued to flourish. As a part of this year’s initiative, we also organised a community-building initiative called ‘Paintdaan’, wherein Nerolac dealers across West Bengal donated minimum one litre of paint towards the marvellous mural.” 
  
Supporting the initiative, Sengupta said, “I feel immensely proud to be a part of this magnificent unveiling! It is overwhelming to see such creative spells and love of the people of Bengal for Maa Durga, during this time. Shera Para Shera Pujo is indeed a distinguished initiative and Nerolac has been doing a great job of bringing local communities together, thus enhancing community building.” 
  
Commenting on the initiative, De said, “We are honoured to partner with Kansai Nerolac for this unique initiative. Durga Puja is the biggest socio-cultural festival in Kolkata and Kansai Nerolac has provided, a remarkable opportunity to host Durga Maa at our hotel. The mural showcases the true meaning of Durga Pujo.” 
 
 

 

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Hockey star Sandeep Singh to endorse nutrition brand Fast&Up

He will be the new face of Fast&Up multi-channel marketing campaign as well as brand engagement activities  

exchange4media News Service 2 days ago

sandeep singh
Aeronutrix Sports Products Private Limited’s Fast&Up has got on board Indian professional Hockey Player and former national captain, Sandeep Singh as their brand ambassador. Sandeep Singh will be the new face of Fast&Up multi-channel marketing campaign as well as brand engagement activities.  

 

Recently, Sandeep Singh’s story was retold through his biopic - Soorma in which Diljit Dosanjh essayed the lead role. Famously known as Flicker Singh, Sandeep Singh played as full back and was a penalty corner specialist for the team; currently is a DSP in Haryana Police. Sandeep Singh’s passion for sports and fitness, his determination and spirit for the game makes him the right fit for the brand.

 

Since its inception, Fast&Up India has worked to educate sportspersons and fitness enthusiasts interested in living an active lifestyle about the importance of including nutritional supplements alongside an optimal diet and training routine to achieve the best results in a healthy manner. Fast&Up offers a range of health supplements under both sports nutrition and active nutrition. These include Fast&Up Fortify, Fast&Up Activate, Fast&Up Reload and more.

 

Talking about the association, Sandeep Singh said, “I have used Fast&Up personally and been an active promoter of the brand long before I considered to endorse it. In a highly competitive nutrition market, Fast&Up stems out as a brand that differentiates itself through a compelling story, a commitment to stay relevant and high quality products. I am very happy to associate with Fast&up and look forward to working with them closely.”

 

Vijayraghavan Venugopalan, CEO, Aeronutrix Sports Products Private Limited, said, “Fast&Up is one of the fastest growing sports and active nutrition brands in India. A lot of famous sports personalities have included our supplements in their routine and now it’s time reach out to people who aspire to be one of them. We are very proud and privileged to be associated with Sandeep Singh and believe that he is well suited for the purpose as he has been and still is inspiring a lot of upcoming sports enthusiasts and athletes. And since the Hockey World Championship is starting next month, having Sandeep Singh on board is a great addition to the brand. Through this association, we aim to strengthen its brand identity as the most trusted and reliable mobile sports and active nutrition brand in the nutrition supplement industry.”

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Akshay Kumar, Honda employees feature in new corporate campaign

"Teri Har Udaan, Hamari Shaan" campaign is conceptualised by Dentsu One, a Dentsu Aegis Network division

exchange4media News Service 1 day ago

honda

Honda Motorcycle and Scooter India Pvt. Ltd. Has come out with its new corporate campaign - “Teri Har Udaan, Hamari Shaan”. The campaign, conceptualised by Dentsu One, a Dentsu Aegis Network division, demonstrates how Honda has given wings of freedom to the ride of millions of Indians over last 18 years.

The campaign aims to communicate the commitment and experience Honda offers to its customers from pre- sales to after sales, from safety riding training to customisation of products, from racing to adventure. The idea was to showcase all the myriad ways in which the brand touches the customer.

The story opens in the Honda factory where Honda associates gather for their shifts. The group is joined by Akshay Kumar, the brand ambassador. They stand together and sing, “Dil hai, jaan hai, imaan hai… teri har udaan, hamari shaan hai”

As the song continues, in the background we see several customers experiencing the commitment that Honda has in sales, after sales, service, road safety, customisation, racing and adventure. 

Towards the end of the film, we see Akshay Kumar himself experiencing the joy of adventure on the hills while riding Africa Twin. The film marks the introduction of Joy Club- Honda 2Wheeler India’s loyalty program which customers can join and enjoy many benefits.

Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “The trust and patronage of our customers towards 'Brand Honda' reflects in the expanding customer base of 39 million Honda wing riders. With the new corporate film, we aim to further strengthen our commitment by 'Serving our Customers with a Smile' in all areas of engagement and provide them with the 'Joy of Riding' in pursuit of their Dreams.”

Titus Upputuru, National Creative Director, Dentsu One, said, “Usually we create communication for the customers. At times, we create for brand’s internal audience. We thought this could be a rare opportunity where the communication could be more than just customer facing. We thought we could use this opportunity to uplift, motivate and inspire every single individual who is associated with the brand. We asked a question, “How does it feel to make someone fly?”

The song ‘Teri har udaan, hamari shaan’ is an answer to this. Here the Honda associates, dealership staff, service staff take a pledge that they will put all of their ‘dil, jaan, imaan’ into every little thing they do. The film celebrates spirit and action in equal measure, however small or big.”

Abhinav Kaushik, Executive Vice President, Account Management, Dentsu One, said, “In marketing, we often talk about touchpoints through which a brand needs to engage with its customers. For most brands, it’s a tick-mark and a numeric count of how many touch points they have. With this campaign and ground-level initiatives, Honda wants to ‘touch’, ‘empathize’ and ‘engage’ with its customers to create deep-rooted and inseparable bonds of trust and commitment – that transcend the ‘touchpoints to trust-points’. The relentless spirit to create long term value for its customers is clearly the objective that Honda is pursuing here.”

 

 https://www.youtube.com/watch?v=2Eak9-SJ-kI&t=1s

 

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How brands celebrated Durga Puja

From TATA TEA to Max Fashion, we take a look at campaigns that beautifully captured the essence of Durga Puja.

exchange4media News Service 2 days ago

MyntraDurgaPuja

Durga Puja is one of the most auspicious festivals celebrated in India. It reveres the goddess Durga and is extremely popular among the Bengali community throughout the world. 

The occasion also presents a huge opportunity for brands to reach out to them as they connect with their audience and strengthen their bonds. From TATA TEA to Max Fashion, we chalk out campaigns that beautifully captured the essence of Durga Puja. Here are few brand campaigns that managed to grab our attention.

TATA TEA

TATA TEA launched their latest film titled "Celebrate the Goddesses of our Homes" for their digital campaign 'Jaago Re' version 2.0. Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of TATA TEA which is on the theme of pre-activism ‘Alarm Bajne Se Pehle Jaago Re’.

The new digital film draws a parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign.

The campaign compares these women to the Goddess being worshipped during Durga Puja and how people fail to realise that these women are the images of the Goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought-provoking.

Max Fashion

The campaign has been conceptualised by JWT Bangalore. The ad revolves around the feeling of “Pujo toh eshei gyalo!” (Pujo is almost here!). While Durga Puja is just four days, the excitement of ‘Pujo’s almost here’ begins a couple of months prior. The festival is all about shopping for new clothes, food, family and pandal hopping.

Witnessing the city and its people gearing up for the festival is as exciting as the festival itself! In fact, most people begin their shopping very early as there is so much to buy for themselves, family and friends. And once you’re done with shopping, the agonizing wait begins which is even more beautiful.

Myntra

Myntra announced the launch of a 360-degree marketing campaign to attract shoppers in West Bengal ahead of the most awaited festival in the region, Durga Puja. One of the highlights of the campaign is a 35-second television commercial in Bengali with renowned theatre and film actor Sabyasachi Chakraborty and his family coming together for the first time to play the lead roles in the film. The commercial has been produced in a typical family setting with Sabyasachi Chakraborty, Mithu Chakraborty, Gourab Chakraborty, Arjun Chakraborty and Ridhima Ghosh playing their respective real-life roles. The spot shows viewers witnessing an executive delivering packages to a house, much to the astonishment of its residents, who in a lighter vein, joke about Santa Claus arriving at their doorstep for Durga Puja.

The film then captures the sentiment of the family members through their expressions as they unwrap their gifts. Ridhima in the meantime is witnessing the emotions of her family, for it is she who ordered the gifts to surprise them. Her voiceover also narrates the storyline of the ad and poses a question: “Who delivers all these moments of joy, the one who delivers or the one who placed the order?” By now it is evident that the gifts were ordered on Myntra, which was the ultimate source of their joy.

Kansai Nerolac

The brand conducted a much successful and popular activity, Nerolac Shera Para Shera Pujo across Kolkata and other cities of West Bengal. Kansai Nerolac had unveiled a large Durga Maa mural in Kolkata on 8th October 2018 for commemorating this year’s pujo festivities! The event was graced by Bengali actor Rituparna Sengupta, Ram Mehrotra, VP, Sales & Marketing, India & Nepal at Kansai Nerolac and Tapas De, General Manager at Hotel The Peerless Inn.

The magnificent portraiture, conceptualized by FCB Ulka and brought to life by artist Tushar Kamble, is inspired by the rich tradition of Bengal and local folklore, currently adorns the walls at Peerless Inn, Taltala. Depicting the homecoming of Maa Durga, the elements used in the visual identity illustrate the grand celebrations that happen during puja, when men and women rhythmically dance to the beats of the dhak along with traditional dhanuchi dance competitions. The mural also demonstrates the lions- vahan (vehicle) of Maa Durga. Flaunting the traditional Bengali flavour, the art is a splendid amalgamation of the pujo festivities and the power that Maa Durga epitomizes.

Nihar Naturals

The brand celebrated the power of Goddess Durga in every woman with a first-of-its-kind, Nihar Naturals Akai Aiksho Pujo Pandal. These unique pandals did not have an actual idol of Goddess Durga. A 3D installation of only the Dashabhuja (ten hands of Durga) was placed, for women to come on the stage and embrace the avatar while they narrate their stories of independence and strength. So far, the campaign has reached over 20 lakh consumers across Facebook and Instagram with hundreds of women participating in the festivities at the pandal, by clicking their pictures in front of the Dashabhooja backdrop.

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Myntra launches campaign to promote Deepika Padukone’s ‘All about you’ collection

A 30-second video starring Deepika summarises the theme of the campaign

exchange4media News Service 3 days ago

MyntraDeepika

Actor Deepika Padukone’s fashion brand for women, ‘All about you’, in association with Myntra, has launched a campaign to promote its 2018 autumn-winter collection.

According to Myntra, inspired by Deepika’s style, embracing modern femininity of women in India, AAY’s AW18 collection is a careful contemplation of the brand’s stance with a subtle hint for the season.


The highlight of the campaign is a 30-second commercial, featuring Deepika, who illustrates the range and variety that AAY offers for every mood and occasion, conveying the ultimate message that it has something in store for everyone and brings out the best in every woman. This new campaign will be across digital, cinema and outdoors.

 

The Commercial:

Deepika offers a glimpse of her new collection through multiple portrayals of herself - as a millennial with an old soul, as a young girl who likes to change with the seasons, as someone who enjoys giving everything a little twist and then as someone who likes to keep it simple. Her changeovers are subtle, yet powerful, as she delivers the message – whoever you are, whatever your mood, make it ‘All about you’.


Speaking on the launch, Manohar Kamath, CXO and Head, Myntra Fashion Brands, said, “The new campaign for ‘All about you’ clearly brings forth the brand’s ideology and theme, with Deepika adding great elegance and warmth to her role,  inspiring women out there to simply make it, ‘all about you’. The campaign is all set to reach 10 million people over the next few days, highlighting the brand’s AW-18 collection that offers shoppers a refreshing new look for the season.”

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On Durga Puja, Tata Tea’s campaign urges all to ‘Celebrate the goddesses of our homes’

Conceptualised by Wavemaker, the digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm Bajne se Pehle Jaago Re’.

exchange4media News Service 3 days ago

TataTea

Tata Tea has launched their latest film titled ‘Celebrate the goddesses of our homes’ for their digital campaign Jaago Re Version 2.0. Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm bajne se pehle jaago re’.

 

The new digital film draws parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign, the agency said in a statement.

 

The campaign compares these women to the goddess being worshipped during Durga Puja and how people fail to realise that these women are the images of the goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought provoking.

 

Speaking on the film, Puneet Das, Head - Tea Marketing India at Tata Global Beverages, said, “’Tata Tea-Alarm bajne se pehle jaago re’ has been driving messages of pre-activism in a relevant and thought-provoking manner. On the occasion of Durga Puja, we wanted to connect with our consumers at an emotional level and while drawing a parallel with the celebration of the goddess, reiterate the message of respecting the (women) goddesses in our homes.”

 

Karthik Nagarajan, Chief Content Officer, Wavemaker India, said, “Every year for 10 days, we celebrate the goddess with 10 hands, shower her with all our prayers and offerings, but tend to ignore the women in our household who the goddess symbolises. This central idea led to the creation of this digital film.”

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