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Bet you didn’t know it’s a Murugappa Group Co.

20-September-2012
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Bet you didn’t know it’s a Murugappa Group Co.

Murugappa Group has embarked on a national corporate campaign, titled ‘Bet We’ve Met’, to showcase the link between the business conglomerate and its group companies. The nine-series campaign hit television screens on September 16.

Interface Communication is the creative agency on record, while Mindshare is handling the media duties.

Each of the nine films mentions one of the group companies and brands, such as BSA Cycles, Parrys, Chola MS, Coromandel and Hercules, and the link to the parent company, Murugappa Group.

Elaborating on the new campaign, Vijayalakshmi, Group Head - Corporate Communications, Murugappa Group, said, “The campaign has been created around the insight that Murugappa Group has been part of customers’ lives through its constituent brands without them actually realising that the brands are a part of Murugappa Group. Once the connect happens, the result is a ‘Wow! I didn’t know that’. The campaign leverages this surprise element to articulate in a confident single phrase – ‘Bet we’ve met’.”

While she refused to divulge details on the ad spends, Vijayalakshmi said that this is Murugappa’s biggest campaign showcasing its sub-brands and companies.

“‘Bet We’ve Met’ is a phrase which beautifully and succinctly describes what we are trying to convey through the campaign. The continuing brand theme since 2010 has been ‘Energy’, which stands for the brand’s impact on people’s lives,” she added.

Elango M, Vice-President, Interface Communication, explained here that while people know about Murugappa Group, not many know the Group’s association with its brands and companies, which are well-known independently. The creative thought process for the TVCs emanated from this insight and hence the ads seek to create awareness about the association in a simple manner.

The ad films have been directed by Aman Sachdeva, and the production house is Milestone Films. The ads have been filmed by cinematographer Sanu Varghese, while the music has been composed by Micu Patel.

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