Jewellery brand Tanishq from Titan Industries has the subbrand named Mia – targeted at working women. Recently they have launched a commercial that stars South Indian actor and playback singer Nithya Menon. Ad Agency is lowe Lintas and partners.
TVC shows Nithya Menon working on a presentation on her computer where her boss walks up to her and looks at her work. Her boss suggests her to remove her earrings, so that it does not distract the client and they can concentrate on her presentation. TVC proceeds showing her walking into the meeting with her earrings on and then reassures her boss that ‘Don’t worry, the presentation looks even better than herself.’ Then a voice over says, ‘As beautiful as your work’. TVC concludes with the visuals of the jewellery and a super that reads, ‘Mia by Tanishq. workwear jewellery from Rs. 4,999’.
The ad shows the boss who get involved in every step of each assignment they give to their employees. I hate these kind of bosses as this type of leadership style is terrible for the employees as well as the organization. By controlling everything that an employee does, these managers sap away the confidence of younger employees, who may end up feeling that nothing they can do is right. This is beautifully shown in the ad. The segmentation of Mia is very good and it creates a unique niche which was not touched by their competitors. Tanishq new Mia ad targeted the working woman who believes in herself and wants to look professional, efficient and presentable, and perfect in every way. This ad also try to overcome the myth that the extra attention that comes with jewellery often detracts attention from their performance.
Hindustan Unilever’s Lifebuoy launched an inventive new campaign focusing on hygiene and handwash. The unique campaign ‘Help a Child Reach 5’ is based on the heart-breaking fact that every year nearly 2 million children die before the age of 5 due to infections, which can be prevented by propagating cleanliness beginning with the simple act of washing hands. Socially responsible brands will create a very positive image about the brand. This is one of the best CSR campaign i’ve seen. I just loved the heart touching video and the message it delivers.
Every year, two million children under five die of infections like diarrhoea and pneumonia. Lifebuoy has created a unique social campaign to create awareness on this disturbing statistic about children under 5 years. Thesgora has one of the highest rates of diarrhoea in India. The Gondappa campaign aims to improve hygiene standards in Thesgora village in Madhya Pradesh by providing handwashing education to children and their families to reduce the number of children dying from infections such as diarrhoea and pneumonia.
Hats off to Lowe & Lintas Partners and Lifebuoy for creating this masterpiece. Not to mention the background score is excellent as well. Credit goes to the whole team who have created the video. Special mention about the background score and tamil song by Clinto Cerejo, one the main singer in some of the ARR albums.
India’s fairness cream market is growing at rapid speed, fuelled by television advertisement by the celebrities and the rapidly changing lifestyles. The Indian whitening cream market is expanding at a rate of nearly 20% a year. An industry that once was associated with Fair and Lovely and Vicco, now includes international heavyweights like Ponds, Dove, Vaseline, Nivea, L’Oreal, Garnier, Nuetrogena, and Emami, with more joining them every year. We are exposed to advertisements continuously beaming in television which subconsciously leave their mark on us. These companies also use social media to reach their target consumers and provide real time advice, encouraging them to share their personal stories on various online forums, and influence consumption for a fraction of the cost. This post try to get into few of the commercials telecasted in TV recently.
1. Ponds has roped in beautiful miss India Navneet Kaur Dhillon to promote their Pond's White Beauty BB + Fairness cream. Their ad agency is Ogilvy & Mather.
2. Emami holds 58% market share of men's fairness cream market in India. To overcome the competition from foreign players they have relaunched Emami Fair and Handsome with new packaging, new positioning and campaign along with brand ambassador Shah Rukh Khan. Their ad agency is Situations Advertising. The commercial is about Shah Rukh Khan’s rise to stardom by wanting more (Zyada) from life. The campaign is also supplemented by outdoor, digital and print media promotions.
3. HUL Fair and Lovely holds around 50% - 60% of skin whiting market in India. The HUL ad shows Virat Kohli endorsing Fair and Lovely Max.
4. L’Oréal coming out promoting their product one by one in India. Garneir India ad agency is Publicis Capital India.
Saravana stores is a chain of retail stores located in the heart of Chennai, India. It sells textiles, jewellery, vessels, leather goods and other wide range of products. It was started in 1970 named as “Shanmugam Stores” selling only household vessels made of aluminium, brass, copper, iron, and stainless steel, with a staff strength of only 10. In 1976, they expanded, the second shop under the name “Saravana Store" which becomes a huge success in Chennai. The founder of Saravana Stores is Mr.Selvarathinam, died in 2003 following which his elder brothers namely Rajarathinam, Yogarathinam takes control of their different shops.
The company's tagline is 'Good Quality at Reasonable Cost'. Saravana Stores usually uses famous actors in their ads to showcase their store. Some of the stars who was shown in their ads are Samantha, Suriya, Sneha, Shriya, Tamana etc.,
Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades, they launched Cadbury Dairy Milk Silk (CDM Silk) which is creamier, smoother and tastier and melts in the mouth more easier. It was launched in year January 2010. The company aims to position Silk as 'smoother, creamier and chunkier. The advertising highlights the joy of savouring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. This brand promise was beautifully captured by the tagline `Have You Felt Silk Lately?’
The campaign comprised of commercials which showcased different protagonists indulging and savouring Cadbury Dairy Milk Silk chocolate, with innocence and unabashed joy, unmindful of their surroundings. They used the song kiss me close your eyes for their ads.
Kiss me, Close your eyes
Miss me, Close your eyes
Kiss me
I can wet your lips, and your fingertips
And happiness, in your eyes
Kiss me, Close your eyes
Miss me, Close your eyes
Have you felt silk lately
Rich creamy smooth
Cadbury dairy milk silk
Cadbury Dairy Milk Silk 2010 Campaign
The first TVC opens with a man being complimented post his presentation at work. He is then seen opening a bar of Cadbury Dairy Milk Silk and enjoying it, completely oblivious to everything around him. He soils his shirt with chocolate and sheepishly looks at it. Just then, his phone flashes with his wife calling him but he ignores the call from his wife, licks the chocolate off his shirt and continues to enjoy the bar of Silk.
CDM Silk - Conference Room
The second TVC opens with three dancers seen standing in the wings waiting to go on stage for their performance. While one of the girls goes on the stage, the other two stay behind, eating Cadbury Dairy Milk Silk. The two girls continue to enjoy their bar of chocolate, unconcerned about their performance. While one girl asks the other to get on the stage, the other girl asks her to wait so she can eat more chocolate.
CDM Silk - Dance Troupe
Cadbury Dairy Milk Silk 2011 Campaign
CDM Silk- Staircase boy & girl
CDM Silk - Cinema
Two people get lost in the magic of SILK while watching a movie.
Cadbury Dairy Milk Silk 2012 Campaign
CDM Silk Honeymoon
The CDM Silk stuck to its core theme of being lost in the flavour of the Silk chocolate. The only change was new characters in the form of honeymooners instead of dancers, teenagers or moviegoers.
CDM Silk 2013 Campaign
The ad features three young people who are shown savouring the new 'silkier' chocolate. They're shown indulging in the chocolate, licking it and scooping it with their fingers, underlining the softer, smoother and silkier promise. The voice over says, “Have you felt the new Silk? Some say it’s softer. Some say its smoother. You could say it’s silkier”.
CDM Silk Traffic Jam
2013 TVC Indonesia which is exactly the same like Indian ad.
It has 2,700,508 likes · 74,871 talking about this (noted on 19/07/2013). To increase engagement in facebook, social experiment was conducted and its video was uploaded in facebook page. Social experiment is an experiment with human subjects, which typically investigates effects on groups of persons. The capaign asked the fans to share their silkaholic experience in facebook.
Colgate-Palmolive recently launched new whitening toothpaste — ‘Colgate Visible White’ — that offers whiter teeth in just one week. The product was launched by brand ambassador Sonam Kapoor. Todays Hindu Newspaper has one page ad about this new toothpaste. Colgate toothpaste has Whitening Accelerators, exfoliate stains and polish teeth surface. looks like Colgate aims to create the beauty segment within Oral Care. The campaign includes TV, online, print and outdoor ads. The digital campaign will see Sonam Kapoor and her team talking about the importance of teeth whitening as a beauty regime and engaging with consumers, on the social media platform.
Procter & Gamble launched Oral B early this month in Mumbai. This launch made Colgate to increase advertising and promotion spending in India. Let us watch how Colgate the market leader battle out oral B toothpaste launch.
Sony Vaio has unveiled a new range of ‘Sonic’ laptops with in-built subwoofers for which its creative agency Hakuhodo Percept has created a TVC. In the film, Sony has used British musician Shlomo and his vocal project 'Shlomo and the Lip Factory', an all-vocal band of seven beatboxers and singers. As they perform the Maroon 5 song 'Moves like Jagger', different shots of the group are shown through the Sonic range of laptops. The latest television commercial for Vaio aims to highlight the in-built sub-woofers of the new Vaio series. Most of their users complained about the quality of sound in their laptops, and to redress this issue, Sony announced its new Vaio series with enhanced listening experience.
Agency: Hakuhodo Percept The brand has also initiated what is billed as India’s first online ‘Beatboxing competition’. Contestants need to share links of their beatboxing videos on Sony’s microsite, http://www.sony.co.in/microsite/vaiosonic/ to win a Vaio laptop from the Sonic series. The film went on air on 2 July. While the contestants would need to popularise their entries and generate maximum likes for their performance; a panel of expert jury and Shlomo himself will evaluate select acts based on their performance, innovation in music and popularity. The selected finalists would get a chance to present the final act in real time in a Google+ Hangout, which will be watched online on Sony’s YouTube app and judged by Shlomo. The competition will be visible across Sony’s social media platform like www.facebook.com/SonyIndia and www.youtube.com/SonyIndia. You can also see ads popping out in online newspaper sites like timesofindia.
Wild Stone is a leading male grooming brand with presence across multiple categories such as deodorant, talc, perfume, soap and shaving products. Wild Stone is a product of McNroe Consumer Products Private Limited, a Kolkata based FMCG firm operating in the Personal Care category.
Purab Kohli is the brand ambassador for the latest Wild Stone soap campaign. The leading male grooming brand's TVC that is already running on major TV channels shows how Purab is tricked by women into getting dirty during a football match with the kids to ultimately make him bathe with Wild Stone soap. The main highlight of the ad is the Remixed R.D.Burman song 'Aise Na Mujhe Tum Dekho' (Don't look at me like that) from film 'Darling Darling'.
China-made messaging app WeChat roped in Lionel Messi as its new global ad star. The new campaign will stretch into countries including India, Brazil, Mexico, Spain and Thailand, and marks the largest marketing push for WeChat, a product that lets users send messages, voice recorded notes and pictures to friends via their smartphone. WeChat has always been very innovative in their brand marketing campaigns. It has over 300 million users, most of them in their home market of China, but increasingly users from other countries are joining the service. This week, Tencent revealed that WeChat now had over 70 million users outside of China, up from 40 million in April.
The ad was created by Stardust which shows Messi helping an old lady entertain a crying infant using the app's video calling. Messi’s football skills don’t seem to impress the infant initially, but the ball hitting a basket of fruits and displacing an orange elicits laughter from the baby. The film ends with a voice over explaining WeChat’s features. The ad shows only a old lady and not the baby.
I still love the previous WeChat Indian ad. WeChat which has been focusing in the Indian market by integrating with brands specially with Bollywood on the marketing aspect to create the buzz.
Mobile messaging apps are the next generation of social networks and players from Asia are going to dominate the market. It won’t be just WeChat but apps like Hike, Line, Kakao Talk, etc. would be the ones who would be providing stiff competition to networks like Facebook. WeChat India facebook page has 566873 likes. It is interesting to know their business model. How will they make profit from a free app after spending millions on their ad campaigns. I tried to download the app in my iphone and it worked great, able to chat with my friends in Malaysia and UAE.
Financial independence on retirement is crucial because of the way our society is transforming and the way our economy is growing. Indian are known for their conservative style of investing on property or gold. The largest liability is home loan because most of us tend to stretch our home budget, the home loan repayment consumes more than 40 per cent of total monthly income. This leaves limited room to pursue other investment objectives. Loss of confidence in the face of economic uncertainty may also prompt people to put their retirement savings into cash deposits.
The banks biggest challenge is to create awareness about the retirement plans and the benefits of long-term savings rather than investing on property or gold. HSBC ad beautifully captures the attention of the reader by showing the importance of retirement plans. It should also try to mention what way their plan will be better than investing in property.
