Amul vs Britannia Cookies War

Britannia and Amul are currently involved in the ‘Cookies war’. Anand Milk Union Limited (Amul) recently launched butter cookies – has accused other biscuit manufacturers in the Indian market of allegedly producing butter cookies for the Indian market that contain more vegetable oil than real butter.  Amul recently released an ad, claiming that other biscuit manufacturers used just 0.3-3% butter and 20-22% vegetable oil in their cookies.

Bournvita Inner Strength

Bournvita has launched a new ads this month that focuses on a unique sports relationship of a grandmother and her granddaughter. Cadbury Bournvita malted drink debuted in 1948 in India, the same year Cadbury India was established. In India, India’s health food drinks category is valued at Rs 6,500 crore, growing 12% a year by volumes and 9% by value. The market share of Horlicks and Boosts value is 53.8 in FY19 (Nielsen, 2019). Bournvita market share is around 15.2% and Pediasure and Ensure market share is around 9.2%.

This new ad communicates that times have changed and children need a special strength to overcome hurdles. Bournvita, gives kids with inner strength formula that gives strong bones, muscles and an active brain.

Surf Excel Holi Ad – Colours Bring Us Together

Surf Excel’s youtube and facebook ad titled ‘Rang Laaye Sang’ (colours bring us together) shows a little girl in a bicycle get stained with colours to pretect her Muslim friend who has to go to a nearby mosque to offer namaaz. The ad ends with the boy entering the mosque, in a pristine white kurta-pyjama, and promising the girl he’ll join in the celebrations soon after.

This ad also received some negative comments like it is promoting “love jihad” and others questioned the logic of the ad as namaaz can be offered at home too. Some others were irked by Holi colours being compared to ‘daag’. A few even asked Hindustan Unilever, the company which owns Surf Excel, if they would reverse the gender in the ad and show it differently. However, many online came forward to laud the brand for its advertisement and said Holi has always been a festival for all and the ad truly reflects what it means to be in India, slamming people who tried to promote hate online.

Colgate ‘andar se strong’ moment

Colgate-Palmolive andar se strong (inner strength) campaign was first rolled out in Nov 2018 featuring Deepika Padukone. Conceptualised by Redfuse Communications, the campaign comprises two ad films. In one TVC, Deepika Padukone and her mother are seen talking about what makes her strong from within. The other shows a small girl demonstrating her inner strength through a confident smile as she joins a group of boys in a game of football. In this campaign, we wanted to highlight that inner strength is most important to experience life to the fullest. Both the TVCs focus on ‘Andar se Strong’ stories but manifest in different ways.

Johnson & Johnson’s New Ad Baby Powder is Pure and Safe

Times of India Chennai published half page ad on March 2, 2019 try to confirm that their talc is safe. Johnson & Johnson was alleged that there were traces of asbestos, a carcinogen, in its baby powder in US last year. This half page communicates that Government lab tests confirm JJ baby poser is asbestos-free.

Jio Valentines Day Twitter Post

Bharti Airtel, Vodafone, and Idea were mocked by Reliance Jio, India’s top telecom provider with a valentines day post on Twitter. The Jio SIM was made available for purchase in September 2016 which uses 4G technology. Usually at that time 4G was available at slot 1 and other sim was made to move to slot 2.

Idea Cellular wrote to Jio, ”Same to you! Nice to know that love is in the air today”, while tagging and Airtel Vodafone in its tweet. Vodafone on the other hand posted a GIF which read “Let’s all #BeSuper this Valentine’s day” where it tagged Airtel, Idea and Jio in its tweet.

Perfetti Van Melle India Launches Centre fresh Mints – Brand Extentions

Perfetti Van Melle India is the market leaders in certain categories of confectionaries like gums and jellies. Some of Perfetti’s famous brands are Mentos, Chupa Chups, Alphenliebe, Centrefruit, and Centre fresh. Perfetti recently launched Centre fresh Mints, which provides instant fresh breath benefits like centre fresh gums. Perfetti for the first time extending centre fresh brand  to non-gum segment like mint candy segment. The launch is backed with campaign on TV, extensively on Digital medium and strong visibility for retail stores.

Centre fresh Mint ad campaign “Hello Waali Mint” highlights that life shows pleasant surprises every now and then like meeting a girl on the street etc. and it is necessary to keep fresh breath handy. First part of the ad shows boy meeting a girl in library, second scenario they show a girl meeting a boy in dance party, third scenario they show meeting happing in a lift and the boy popping in the Centre fresh mint.

https://www.youtube.com/watch?time_continue=1&v=WczcCTWdxjE&feature=emb_logo

Anchor by Panasonic Launches New Ad Campaign

Anchor Electrical market leader in switches expanding into new segments like lighting and fans. Panasonic Corporation acquired Anchor Electrical in 2007. Due to this Anchor brand becomes a sub-brand of Panasonic and called as Anchor by Panasonic.

Anchor recently launched a new ad campaign titled as “Naye India Ke Badhte Load Ke Liye” which stresses the need of new age electrical appliances. When your home is packed with hi-tech electrical devices it is necessary to have quality wiring and MCB switches to protect the home from fire. The ad starts with showing an electric grill with coil heating, a man prepares barbecue chicken. When he was serving the kebabs to the guest there was a sound of burning in the background and the video shows short circuit due to excessive load of the barbecue grill. The film cuts to a sequence showing the durability and technology of the Anchor by Panasonic wires.

Uber recently launched gift card, which can be send in minutes and can be redeemed in both uber and uber eats. The card is valid for 36 months and can be added only through Uber app. Card can be purchased using Paytm and Woohoo. Uber gift card official issuer is Qwikcilver. The upcoming festive season gives us the perfect opportunity to launch the Uber Gift Card, a first-of-its-kind initiative combining fantastic offers across food and transportation at the tap of a button.

The two full page ad was published in leading newspaper like Times of India. The ad able to get the attention of target customers but failed to communicate the need clearly. Why do I need to buy this card? Can this card be a substitute to the usual Diwali Gifts?

Bisleri New Ad Campaign – All packed water is not Bisleri…

I remember last year Bisleri’s Chairman Ramesh Chauhan in his interview mentioned that Bisleri water does not need any ads (Economic Times, 2017). Recently Bisleri launched an ad campaign which highlights that all packed water is not Bisleri ‘Har Paani Ki Bottle Bisleri Nahin’. The ad campaign shows two camels walking towards a shop in middle of hot desert. They ask for two bottles of Bisleri but shopkeeper hands two other brands of bottled water. THe camels drinks it and spit it on the shop keeper face telling him they are not donkeys. Then shop keeper hands over the Bisleri water and camels happily drinks the water. The brand try to highlight that every packed water is not as good as Bisleri.

The Bisleri was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India in the year 1965. The Bisleri mineral water was then sold to India’s Parle in 1969. The Bisleri holds around 24% (Livemint, 2017) value share. Bisleri is planning to double its revenue from the current Rs1,500 crore (as of March 2017) to Rs3,000 crore by FY2020. This ad campaign may help them to regain their lost market share in this competitive market.

https://www.youtube.com/watch?time_continue=3&v=YTdFS47ByVM&feature=emb_logo

Tetley’s Tea Ad Campaign - green tea contains five-times the amount of antioxidants than an apple

Recently launched Tetley Tea ads highlight their pain point - green tea contains five-times the amount of antioxidants than an apple. The ad communicates that green tea will make you health better even after eating extra snacks.

Prestige Courtyards print ads with a pouch of wet paper towel

7th April 2018 Hindu newspaper presented an interesting ad campaign of Prestige Courtyards. Prestige Group  is one of real estate company which launched a new project called Prestige Courtyards. The print ad carried a subheading " To experience its cool and refreshing living experience, just tear this open." They kept a pouch of wet paper towel with some nice perfume smell. 

Airtel targets Reliance Communications customers with a print ad.

Once Reliance Communications reported that they will exit the 2G business made Airtel to publish interesting ad the next day in all leading newspapers. The ad wordings looks direct and offending.  RCom had 81,272,601 subscribers as per the latest data by Telecom Regulatory Authority of India (TRAI) at the end of July. 

Save their tears - Johnson’s Baby Shampoo

Save their tears - Johnson’s Baby Shampoo

Raising a kid is tough and can be very stressful sometimes. Kids are unpredictable, and it’s very easy to upset them. It was important to demonstrate how much Johnson’s Baby understands the struggle of being a parent and at the same time showcase how the product benefit can make parenting a bit easier.  

The three characters are designed to recall a cartoonish mood, yet full of details and life. The three ads share the same spirit: colour palettes, illustration style and context. We focused on their body language and facials expressions, giving particular attention to the faces and hands. Clay is the material we chose to shape the three sculptures. The characteristics and the malleability of the material allowed us to create a colourful and joyful design for the three characters, in a context between fantasy and reality. The process was entrusted to an Italian artist. Every inch of the sculptures was handmade accordingly to our needs, bringing to life the idea with a unique and polished style. 

 The buzz scores (message recall and brand awareness) increased by 165% from the start until end of campaign.

Agency: Impact BBDO, Dubai, UAE

Source: http://adsoftheworld.com/media/print/johnson_johnson_teddy_bear

Da Da Ding: Nike India’s Thumping Girl

Nike in its latest ad, presenting Indian women in a way that commercials never shown before. Nike film featuring female athletes, doing what they do best – running, jumping, sweating, dancing, fighting, and screaming and also looking pretty damn good doing it.

 “Da Da Ding” ad was created in collaboration with Wieden & Kennedy Delhi, directed by French director François Rousselet and set to a thumping tune by Gener8ion, featuring American rapper Gizzle. It celebrates India’s female athletes across a diverse range of passions, including basketball, football, running, training and India’s national obsession: cricket.


The most successful “Marketing Strategy” in the w o r l d: Never focus on the product; focus on the perceived (or projected) spirit behind that product. The product needs to be more than its utility.

Frooti Rebranding

Frooti, introduced in 1985, is the most popular mango flavoured drink in India.  Frooti was the first drink to be sold in Tetra Pack packaging in the country.  Parlé Agro rebrands the  Frooti from its sweet and child-centric image to give it a bold and contemporary look.  New Logo, Packaging, and Brand Campaign for Frooti by Pentagram and Sagmeister & Walsh.

Most of us remember the Frooti’s Fresh n Juicy campaign. 

The new ad starts with these miniature characters stumbling upon a giant mango in the desert. They try to move the mango by tying it to an elephant, a car and more but find that no amount of force will make it budge. They then realize it’s only the power of their collective voice which magically lifts the mango and bursts into the new Frooti bottle. Crazy lyrics go like ‘aam suckita..lickita..enjoyita’ At the end we see SRK picking up the same Frooti bottle from his shopping bag, which is where all this was happening.

Let the old make way for the new - OLX

The new ad shows Dhanush helping his family to upgrade to a bigger family car by easily selling the old one on OLX.Olx is the easiest, and the fastest way in which people are upgrading these days, and bringing about a change in their lives. 

Creative agency: Lowe Lintas + Partners

Fevikwik Todo Nahi Jodo

TVC campaign titled ‘Todo Nahin, Jodo’ Launched on 15 Feb 2015.  The  lowering of the flags ceremony on the border of India and Pakistan, soldier from Pakistan and the other from India.  As the crowds on both side of the border cheer on, the two men march past. The Indian military man notices that his Pakistani counterpart’s shoe sole has come off and points it off to him. Acting quickly and taking matters into his hands, the Indian man helps out pakistan military man. As the events are played back in slow motion, the film ends with a quick show of respect from from other side and the campaign tagline of, ‘todo nahi, jodo’.  “Fevikwik is about solving problems. Fevikwik is about bonding.  Fevikwik is about bringing a smile on the face of everyone in the world.”

Client: Pidilite
Creative agency: Ogilvy & Mather, Mumbai

Lalitha Jewellery - Print Ad

Lalithaa jewellery  came out with two full page ad. The first page of the newspaper was blank and it has a small statement " Strangely, we are forced to waste a full page to draw your attention to the high wastage you pay for jewels." The next page had one page ad of Lalithaa jewellery  "Say no to high wastage  for Gold's Sake! This high lights that jewellery company uses emotional appeal to customers. First they waste your gold. Then, they charge you for it. 

Google Reunion

An emotional Google search engine advertisement has become a big hit in India and Pakistan by surprisingly invoking a searing and traumatic period in the shared history of the South Asian arch rivals. Google ad "Reunion" portrays two childhood friends, now elderly men, who haven't seen each other since they were separated by the 1947 partition that created India and Pakistan from the old British empire.The three-minute film opens with an old man narrating his childhood memories to his granddaughter. He mentions his childhood friend, who he had to part ways with during partition. The granddaughter then takes to Google and finds ways of reconnecting her grandfather with his childhood friend. She manages to connect with the man’s grandson in Pakistan, and invites him over to New Delhi to surprise her grandfather on his birthday. Created by Ogilvy & Mather, the campaign consists of a three-minute lead film, and four short films focused on product offerings. It might seem a risky strategy to co-opt partition for a feel-good search engine advertisement. Within a span of a little over 3 minutes, a beautiful story was successfully narrated which is a clear sign to brands that they can also do so much more on digital." In spite of being a tech brand, Google has been rolling out campaigns that give it a human face, across the globe.