Brands dancing to the tune of ‘Apna Time Aayega’

From Zomato to Netflix, Mumbai Police, Durex to Barbeque Nation, a number of brands have been using ‘Gully Boy’ memes to grab eyeballs

Gully Boy

The ‘Apna Time Aayega’ rap song from the soon-to-be-released ‘Gully Boy’ has taken over the internet. The trailer of the movie, starring Ranveer Singh, Alia Bhatt and Kalki Koechlin, has caught a lot of attention for its out-of-the-box presentation and created a buzz on social media platforms. 
Not just memes, brands also seem to be joining the rap race.  From Zomato to Netflix, Mumbai Police, Durex to Barbeque Nation, a number of brands have been using ‘Gully Boy’ memes to entertain the audience. 

With the Zoya Akhtar directed film nearing its release, brands have formed collaborations with the movie. Zomato and Torex cough syrup have launched TVCs featuring Ranveer Singh, where we see the actor promoting Zomato’s super-fast delivery in one of the ads.
We reached out to experts to find out how brands would benefit by collaborating with the high-octane actor. 

According to N Chandramouli, CEO, TRA: “Ranveer is a versatile actor who wears his attitude on his sleeve, much like gully-rap artists. He too represents a sub-culture in Bollywood, which has come to accept his unconventional persona into the mainstream. Brands must stay subtle and be a natural part of the story, rather than treat it like any other normal Bollywood movie or actor. If the brand tries to do anything too blatant, it will backfire as Gully Rap and ‘Gully Boy’ are meant to be representations of authenticity.”


Offline retail chain Big Bazaar has collaborated with Emiway Bantai, one of the rappers in the upcoming movie, to make the ‘Sabse Saste 5 Din’ announcement which was held between January 23-27 across Big Bazaar stores. Pawan Sarda, Head of Digital, Future Group, spoke about the collaboration fitting the philosophy of Big Bazaar. “Digital is all about topicality and  how best a brand can integrate the same in its storytelling. Thus with the buzzing rap culture catching the fancy of the entire nation, we chose to do a ‘rap’ to announce the launch of Sabse Saste 5 Din with Emiway.”

Recently, Alia Bhatt and Ranveer Singh posted the dialogue promo for ‘Gully Boy’ where Alia Bhatt looks up a name on Truecaller. The promo shows Ranveer Singh teasing Alia’s Bhatt’s character about his secret admirer Albina. 


Leveraging the dialogue promo post, Truecaller joined the conversation and responded to Alia's Tweet and Instagram post, saying “Glad we could help Safeena find #ApniAlbina when she needed it the most.” The promo was optimised well by Truecaller. The conversation also saw high engagement from users who lauded the brand commentary.

“Gully Boy represents a sub-culture of Mumbai that talks about the phenomenon that has been now termed as "Gully Rap". This rap originated in the back alleys of Dharavi, and is the voice of people who do not get represented in the mainstream,” Chandramouli said. 
“The brands, which choose to associate with the movie, are those who are willing to experiment with this new sub-culture language, which can surely be expected to be a part of mainstream in the near future. Such brands will be pioneers in their path and will get a new audience to connect and build relationships with,” he added.

Brand expert Aman Abbas, Co-Founder, Commwiser Consultants LLP said, “In today’s content-cluttered world, films like ‘Gully Boy’ give brands a short term but potent kick to stay current and connected with their audience. Gully Boy’s situations and dialogues have given great ammunition to brands to create some of the most brilliant creative takes. We have already seen some great engagement on social media, which is a testimony that the audience is responding to these campaigns. They have created great content in the past and almost always connected with the audience immensely.”

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Laqshya Media launches software to measure reach & other parameters for OOH campaigns

The software, called SHARP, uses machine learning to deliver AI-optimized metrics and recommendations

Laqshay

Laqshya Media Group (LMG) has launched ‘SHARP’ (Strategic Hyperlocal AI-powered Reach Planner), a first of its kind state-of-the-art planning tool for measuring the effectiveness and media value of Outdoor campaigns. This is India’s first ever measuring tool, developed in-house by LMG, that allows brands to target the right audiences with Reach or Budget as an objective for an OOH campaign.

The OOH tool uses machine learning to deliver AI-optimized metrics and recommendations. The system is fed with data received from more than 50,000 geo-tagged sites comprising of Billboards, BQS sites, Mall facades, Pillars and Poles across 26 cities, the company said in a statement.

SHARP combines diverse data points including geotagged OOH locations across formats, a traffic measurement study by a global research agency, multiple databases to map and measure the current profiles of resident & transit population and panel rating points and various other site factors with the data on thousands of sites across multiple OOH formats. Each site is geo-tagged and cross-linked with google-map APIs to indicate various relevant points of interest like Banks, Auto showrooms etc. from the site. SHARP is also coded to differentiate between multiple (stacked) billboards at the same location with indicative pricing per site.

 Talking about the software, Alok Jalan, Managing Director, Laqshya Media Group, said, “As an industry leader, it was but natural that we had to resolve client concerns about the lack of measurement metrics in the OOH Industry. SHARP has been the outcome of months of hard work & is unmatched in its ability to give a scientific rationale for an OOH campaign.”

“A massive immersion of data & technology has been done to generate the right algorithms for Machine Learning. In addition, APIs of numerous consumption economy platforms have been integrated with the software to have a dynamic tracking of consumer interest points. While planning marketing budgets for a campaign, OOH usually gets a lower share of the pie; SHARP is set to change this. With better data and targeting, brands will be better assured of return on OOH investment, which in turn has the potential to alter the share of wallet for the medium,” Jalan added.

Sai Nagesh, Chief Strategy Officer, Laqshya Media said, “SHARP was developed in response to the growing demand by brands who wanted quantification of Results delivered by an OOH campaign. The Software relies on Machine Learning to deliver AI-optimized recommendations for the most effective results in a client defined Target Audience. Allowing clients to identify locations with the highest audience density in order to reduce spill-over, an OOH campaign’s Reach and effectiveness is now quantifiable. Apart from providing valuable campaign optimization opportunities, it lists the touchpoints available within the neighbourhood of an OOH asset as per Google defined touchpoints available on the Google maps API. The days of gut-feel & assumptions are over!”

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MY FM launches ‘Zindagi Wins’ campaign for World Cancer Day

‘Zindagi wins’ campaign is an initiative by MY FM to honor the spirit of survivors to beat the disease with the support of their family

MY FM logo

On World Cancer Day, MY FM launched ‘Zindagi Wins’ campaign, where the cancer survivors and their families were invited to the show and talks on their journey to win over the disease were initiated by the RJs. The survivors shared how they triumph the hard disease with their strong will power, family support and positivity towards life. The campaign was run across the cities like Indore, Bhopal, Raipur, Ahmedabad, and Rajkot.

‘Zindagi win’ campaign is an initiative by MY FM to honor the spirit of survivors to beat the disease with the support of their family. The fight with this disease is not as easy as the biggest side effect of the treatment is hair fall which affects the self-esteem of many patients and instills a sense of fear in them. A lot of patients use “wigs" in this phase but quality wigs are expensive. Also, there is a lack of awareness about how these wigs are made and how a common individual can help in such a cause.

To spread the awareness on the same MY FM in association with "Hair for Hope" and Madad NGO urged listeners to come forward and donate their hair which will be used for making "wigs" for cancer patients. Also, RJ’s of MY FM also motivated the listeners to come forward and support the campaign. Mansvi Joshi, 12-year-old from Indore was one of the youngest donors who heard about the campaign and wanted to bring a smile on someone's face by donating her hair. Rashmi Sagar, 56-year-old from Bhilai donated her hair as she paid a tribute to her mom whom she had lost to this deadly disease.

Irene George, 38-year-old did her bit as she had seen her close relatives battling the disease and the going through the anxiety of hair loss. Pojaba Sodha, 23 yr old form Ahmedabad was from a traditional family where she could not even trim her hair without parent's consent but once she shared her desire to contribute her hair for this noble deed, her parents supported her and she donated all her hair for wigs of cancer patients. Around hundreds of individuals contributed to the campaign. Not only the individual but MY FM's RJ Anjali from Indore also donated her hair during the campaign.

Expressing his feeling on the campaign, Vinay Manek, Programming Head said, “Looking at the increasing rate of cancer patients, MY FM initiated ‘Zindagi Win’ campaign with the aim to salute the spirit of the survivors & their families, spread the awareness around the disease and also swell encouraging stories of them. ‘Zindagi win’ is MY FM’s small initiate to do our bit for these real heroes. Also, with this campaign, we wanted to increase the awareness of hair donation in India and also educate society on how individuals can contribute to helping them fight this hard disease. It has been heartening the way the listeners have responded in large numbers and their response coupled with our RJs efforts have clearly created a resonance for the campaign.”

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Ballantine’s launches Unofficial Evenings campaign

The brand has roped in stand-up artistes Rahul Subramanian and Kumar Varun for the campaign

Ballantine's

Ballantine’s India has announced the launch of its on-ground multi-city campaign – Unofficial Evenings-- in the country. In line with the brand’s philosophy of staying true to one’s self and not conforming to prevalent norms without questioning them, Unofficial evenings would discuss the current state of affairs in the corporate world, albeit in a lighter vein. 

 

Ballantine’s India has roped in stand-up artistes Rahul Subramanian and Kumar Varun for the show. Interestingly both ventured into this genre after quitting their corporate jobs, to follow their passion. The performances would be witnessed in the key cities across India. Bengaluru hosted the first Unofficial Evening on the 15th of February.

 

Speaking about the launch of the Unofficial Evenings, the company’s International brands head Girish Patil, said “As a brand, Ballantine’s ethos lies in being true to one’s self. We strongly believe that success is no longer restricted to those in the corner office. With this launch, we intend to bring together and celebrate those who believe in themselves, let go of their inhibitions, question the norm and do things the way they feel would help them secure their goals and ambitions. As a brand we would continue to create platforms which would bring together these people in a fun and convivial setting.”

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Gully Boy popularizes more than 20 brands in hip hop style

Brands such as Ola, Durex, Dairy Milk Silk, Zomato, Sunsilk, Netflix and even Mumbai Police, have all been using ‘Gully Boy’ memes to entertain the audience

Gully Boy

Remember the Rajdoot GTS 175 from the 70s? Yes, it is the same bike that was nicknamed Bobby. It has been close to 5 decades now but the Rajdoot GTS175 is still sometimes remembered as the "Bobby bike" from Rishi Kapoor’s popular 1973 film Bobby. That’s the power of Bollywood in India. The romance between Bollywood films and brands have only grown stronger over the years and director Zoya Akhtar has made sure she makes the most of it with her film Gully Boy. This new Bollywood release starring Ranveer Singh and Alia Bhatt has taken in-film brand placements and brand integrations to newer heights making it a case study for a mutually beneficial proposition for brands as well as films to follow.

Some prominent in-film brand placements have been done by brands such as true Caller, JBL, Adidas and Social Offline. The brands have been subtly blended with the film plot, but also smartly enough to make them stand out. True Caller, for instance, is used by Alia Bhatt to find out who was texting her boyfriend Ranveer Singh. Protagonist Ranveer Singh on the other hand who plays the role of an upcoming rapper from Mumbai’s ghetto area in a scene is overwhelmed with the experience of shooting his first music video and giving him the feel of how professional music is recorded with premium speaker brand JBL. The new star of rap from Mumbai in the course of the film also receives a gift of the premium active wear shoe brands Adidas. Lastly, playing a very important part of the film is the concert where Singh gets his big break, which takes place in the Social Offline Café.

However, it is not just in film promotions. From brands like Ola and Durex to Dairy Milk Silk and Sunsilk, from Zomato to Netflix and even Mumbai Police, all have been using ‘Gully Boy’ memes to entertain the audience.

“The brands have multiple effects on the popularity of the film. While the film does its promotion, each of the brands they have associated themselves with also actively promotes the film in their advertisements across media be it print, outdoors, television or digital. This adds up to the buzz being created around the film and in a situation like this, both the brand and the film gain from the situation leveraging each other’s popularity,” said brand expert Harish Bijoor, CEO, Harish Bijoor Consults.

Some of the brands who ran campaigns and offers around the film included JBL, Social Offline, and Ola. While SocialOffline has painted Gully Boy graffiti's across 10 of their outlets in India to bring about the rap battle scenes from the movie shot at Todi Mill Social and also designed a special Gully Boy, speaker brand JBL has started a contest where winners stand a chance to meet the cast of the film on buying their speakers.

The film that has its own app allows users to record their rap and send in entries to win prizes also has a partnership with Ola. Rap recorded on board an Ola cab and uploaded on Ola’s Facebook, Twitter, or Instagram page also stand a chance to win prizes.

Breaking it down further film trade analyst Atul Mohan said, “Depending on the air time given to the brands a certain amount of charge is agreed upon. All of these brand integrations put together, bring down the production cost by a certain percentage. The concept is an old one. In recent times, Koi Mil Gaya is a film that used brand integrations a lot with getting Nescafe, Pepsi, Bournvita and other brands on board. But Gully Boy has used the tool a lot more effectively and aggressively. This trend will only pick up more from here,”

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Association with LFW has established Caprese’s fashion credibility: Anirudh Pandharkar

The Head of Marketing at VIP Industries Limited says that Caprese’s primary TG is the young and married women who wish to indulge in the latest fashion trends at an affordable price

AnirudhPandharkar

Caprese, the handbag brand from VIP Industries, recently launched its Summer Resort ’19 collection ‘Qo’shilish’ in collaboration with fashion designer Payal Singhal at the Lakme Fashion Week. Anirudh Pandharkar, Head of Marketing at VIP Industries Limited, says that Caprese’s association with Lakme Fashion Week has grown stronger over the years and with every passing season, the brand’s engagement has become increasingly synergistic and integral.

“The association has a lot more to it beyond launching the season’s collection at the Lakme Fashion Week. The association has evolved to incorporate on-ground activation programmes to connect with the fashion audience frequenting the event,” he says. He adds, “The association has definitely helped us position Caprese as a premium, fashionable and accessible brand to our target consumers. Since fashion week is a hub for fashion from all around the world, our association with them has helped establish the fashion credibility of Caprese.”

Another long association the brand has had is with actor, Alia Bhatt – Caprese’s brand ambassador since 2014. Commenting on how the brand has leveraged this partnership, Pandharkar says, “Alia is our Caprese Girl. She has an extremely inspiring sense of personal style, which further helped us launch the CapreseXAlia collection. She is the best fit for the brand as she embodies the style of today’s modern woman.”

Defining the TG, he says that the primary TG for Caprese is the young and married women. Being an affordable fast fashion brand for the young, Caprese’s marketing and communication is centered around the young woman who wishes to indulge in the latest fashion trends, and seeks fashionable goods at an affordable price.

Building on the TG preferences and consumption patterns, he says, “A Caprese consumer prefers flaunting her bags as per the occasion and thus needs to buy an eclectic range of handbags suitable for every occasion. This insight plays a crucial role in establishing a consumption pattern. We are a mid-premium brand catering to precisely these needs of the consumer. Our media mix is a good combination of TV, print, online and social media.”

Talking about the challenges in reaching out to the TG he says, "From the brand’s lens, our target audience is tremendously media savvy, and traverses multiple media vehicles comfortably. For Caprese, finding the right mix of influencers, media vehicles and their genres proves to be slightly challenging at times.”

The brand has seen strong growth with a CAGR of above 40%, as result of diversification of product mix and advertising.  The overall growth has also benefitted from increase in the number of working women, increase in disposable income, increased exposure caused by the internet, development of retailing and specialty stores and growing acceptance of handbags as a lifestyle product.

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Puma launches all-new RS-X Kicks in an ode to the 80s

The RS series will have multiple drops throughout the year, with each telling their own stories of reinvention

Puma

Puma India kick started the season with an exclusive launch for their new RS-X range at Khar Social in Mumbai on Saturday 9th February. Nodding to the ‘80s, the experiential pop-up space showcased the rebooted PUMA RS (Running System) range of sneakers while narrating stories of extreme reinvention. The exclusive event was attended by celebrities, sneakerheads, press, and industry movers and shakers.

The event saw not just the reinvention of PUMA’s RS shoe but of a unique movement in sneaker culture by partnering with influential, individuals and institutions that push culture forward. Celebrating reinvention and retro-futurism, PUMA created a space that epitomizes “old meets new”. With musical performances, art displays, gaming consoles and more, PUMA India has elevated the RS-X experience.

L-R: Akshay Oberoi, Neha Sharma, Karan Wahi and Harshvardhan rane

Khar Social was revamped with RS-X sneaker art, installations, quirky photo booths, and surreal projections. Taking the attendees back in time with cool retro experiences, PUMA had a claw machine filled with Hot Wheels toy cars and a DDR music video game.

Neha Sharma

Adding further to the experience, PUMA, played host to artists such as Priyesh Trivedi a.k.a Adash Balak, Nishaant Fogaat, Tejas Niar, Big Fat minimalist- Anniruddh Mehta who created their artistic rendition of the RS-X shoe, which were displayed in capsules and audio-visual units around the venue.

Akshay Oberoi

The mezzanine floor of Khar Social was what created the most noise with a display of the all-new RS-X drops. A centre table displayed the immensely popular and much – awaited RS-X Hot Wheels collection on a very cool Hot Wheels track. A trophy wall cabinet proudly showed off the RS-X Trophies and a super slick wall installation dangled the RS-X Toys sneakers. An augmented reality photobooth added an interactive element to the display. A stack of nine televisions brought to life the RS-X OG sneakers. The ‘So Collectables’ Pac- Man video, based on the original 1980’s phenomenon, streamed a game in which Pac-Man was on a mission to snap up all the RS-X kicks in the maze. Guests were treated to live performances by Major C followed by Aniruddh and Tejas.

Ayush Sharma

Back in the ‘80s, the original RS (Running System) was PUMA’s innovative, high quality cushioning technology. Today, the brand has rebooted the RS design to create the RS-X – inspired by sport but made for the street. X marks extreme, exaggerated, remixed. The RS-X tells stories of reinvention to the extreme with its bulky design, material mixes, and bold color palette. With RS-X, PUMA takes its collab game a notch higher by partnering with brands that echo the same language with exciting iterations of the RS-X.

Warina Hussain and Mouni Roy

The RS series will have multiple drops throughout the year, with each telling their own stories of reinvention. Stay tuned to @pumaindia on Instagram for more cool updates on the RS-X collabs dropping next. Available at PUMA.com and PUMA stores across India.

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Gift your dear ones an experience of love with Saregama Carvaan

Priced at Rs 7390, it also allows listeners to enjoy a personal collection of songs by plugging in a USB drive or running songs from your phone via Bluetooth

Saregama Carvaan

Aae meri Zohra Jabeen” or “Tujhe Dekha toh ye jaana sanam..” Don’t these melodies refresh memories of love and romance? There is no better way to express love than music! And if it is old Bollywood melodies, it just adds cherry to the cake. Make this Valentine's evening all the more romantic with a gift of love this year– gift Saregama Carvaan.

No matter what age bracket you fall in or how many years you have been together, an expression of love is always important to make your life happier and Saregama Carvaan is a perfect gift that becomes part of both of your lives and keep the love quotient alive.

Pre-loaded with a curated selection of 5000 evergreen Hindi songs, Saregama’s Carvaan Premium brings all-time favourites – right from Ameen Sayani’s Geetmala to R.D. Burman’s lively hits, to the popular tunes of Kishore Kumar, Lata Mangeshkar, Asha Bhosle, Mohd Rafi and Mukesh – each category will surely take listeners down a nostalgic memory lane into the golden era of music. It also has the charm of the old-world radio which enables you to switch to your favourite station.

Priced at Rs 7390, it also allows listeners to enjoy a personal collection of songs by plugging in a USB drive or running songs from your phone via Bluetooth. Whether It is your girlfriend or mother, husband or grandfather, express love to everyone this Valentine’s Day with Saregama Carvaan!

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Protinex launches high protein nutrition drink with zero sugar

New Protinex Lite promises to cater to today’s health conscious consumers

protinex

Protinex launches high protein nutrition drink with zero sugarNutricia International Pvt Ltd (Danone India), with its mission ‘to bring health through food’, has introduced to its nutrition portfolio Protinex Lite. 

New Protinex Lite promises to cater to today’s health conscious consumers who seek the benefit of both High Protein and zero sugar. Protinex Lite comes with a formulation of Zero Sugar, Low GI, High Fibre and 27 vital nutrients with an aim to address protein deficiency among adults in India. 

Himanshu Bakshi, Director - Marketing and HCNS, Danone India said, “Food companies have a vital role to play in enabling healthier lives through healthier food choices. We strive to meet the needs of Indians through health-focused product offerings responding to today’s and tomorrow’s food trends. Launch of products like Protinex Lite answers to the ever-expanding consumer need landscape with compelling, differentiated USP of Zero Sugar & High Protein.”

Nandan Joshi, Head – Nutrition Science & Medical Affairs, Danone India said, “Some people believe that Protein supplements are only for specific medical conditions, which is not true. While some may be more suitable as per one’s health needs, not many people are aware about the right amount and type of protein to consume. This is important because meeting one’s daily protein requirement is essential to maintain good muscle health. In special cases, such as, diabetes and obesity, it becomes necessary to consider options that have no added sugar.” 

“Protein is an important nutrient of my daily diet and with the new Protinex Lite, I am positive that not only will I be able to meet my daily protein requirement but also do it in a better way with ‘no sugar’. I am truly proud of my association with Protinex and I hope to continue to spread the message of protein rich diet for active lifestyle & good health amongst the masses,” said Protinex brand ambassador Mahesh Babu.

“Danone is making concerted efforts to build the importance of Protein in Muscle Health, we truly believe that poor Muscle Health is a big health concern that Indians need to focus on. Protinex recently launched its new campaign #ProtinexForMuscleHealth to establish the importance of protein for good muscle health among Indians,” Himanshu Bakshi said.
 

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Pepsi reveals Valentine's Day love triangle with Disha Patani and Tiger Shroff

The Valentine’s Day posts soon got a #PlotTwist with both of them revealing the identity of their true love - beverage brand Pepsi®

DishaTigerPepsi

It’s that time of the year again when Instagram is full of Valentine’s Day photos. But two pictures in particular took social media by storm today. Bollywood’s favorite stars of the new generation, Disha Patani and Tiger Shroff took to Instagram to share pictures of their rings.

Disha captioned hers’ ‘Someone popped the question, and I said yes’, while Tiger’s post had the caption ‘Turns out I’m taken’. The Valentine’s Day posts soon got a #PlotTwist with both of them revealing the identity of their true love - beverage brand Pepsi®.

Disha declared her love for the brand through a post which said “I’m all yours”, while Tiger confessed he couldn’t get enough of the brand’s swag.

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Britannia Little Hearts unveils  Heartbreaker’s Handbook for Valentine’s Day

The handbook will be sold on Amazon and Flipkart, and at select  Café Coffee Day outlets

Britannia’s Little Hearts biscuit brand is making an industry-first move by unveiling its one-of-a-kind Heartbreaker’s Handbook. 

Building on the existing brand message that encourages teens to break some hearts, the illustrated handbook is a step-by-step guide to breaking hearts like a pro.

The Heartbreaker’s Handbook will be available for purchase on Amazon and Flipkart. Teens can also find the Handbook at select Café Coffee Day outlets across the country. 

The illustrated Heartbreaker’s Handbook provides the do’s and don’ts of casual dating, witty comebacks that portray confidence and break up inspiration. The Handbook is the perfect companion for India’s savvy, digital-first generation.
 
Ali Harris Shere, Vice President – Marketing, Britannia Industries Limited, says, “Little Hearts is not just a biscuit, it is an emotion. The unique heart shape of the biscuit has been evolved its messaging for today’s teens by encouraging them to break some hearts. Hence, taking a leaf out of this thought is our Little Hearts Heartbreaker Handbook. This is one book which doesn’t give the same stale-mushy love and relationship advice. We decided to take on the challenge — kill all the mush and give teens a 101 guide to breaking hearts.”
 
 Priya Shivakumar, National Creative Director, JWT, said: “Little Hearts wanted to reconnect with their audience with a fresh new take on love. The time was right for a different conversation to capture the imagination of today’s too lucky in love generation - “ Break some hearts”. 
To help decode this cool new language, we designed the heartbreakers handbook. #Breaksomehearts 101 – a step-by-step guide to breaking hearts like a pro. It’s a light breezy and funny guide to navigating relationships today with pointers on saying no without being rude, tips on friendzoning, rebuttals for pick-up lines, ways to get out of dates with fun things to do and discover on each page - break-up cards, stickers, songs with a twist and lots more.” 

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