Taproot has created two TVCs for Marico’s deo brand that give a new perspective to the role of deos in a young man’s life

BestMediaInfo Bureau | Delhi | May 17, 2013

Young men are all about skirt chasing. And the role of deos in their life is limited to an aphrodisiac spray-on, and see yourself transition into an instant chic magnet. Or so we’ve been led to believe so far. But is that all young men are about? Marico does not think so and Taproot India has conceptualised a campaign for Zatak, giving a new meaning to the role of deodorants in a young man’s life.

Taproot set out to figure the reality; the more young men the team met, it realised that we couldn’t be more off. With the changing face of the deo category, the face of the consumer is also changing. There were enough and more young men who lost sleep not over the Amrita who didn’t turn back to acknowledge him in the college canteen, but the cricket selection he missed and the reality show audition he’s approaching both with hope and trepidation.

Enter Zatak. Espousing the cause of young men, increasingly restless with life as it is and taking it upon themselves to reach for the stars. Whether we were right or whether young men are indeed about skirt chasing, only time will tell. But the two TVCs – Zatak Talent Hunt and Zatak Office – do give a new perspective to what deos are all about.

Talking about the concept behind the campaign, Pallavi Chakravarti, Associate Creative Director, Taproot India, said, “Your fragrance underlines who you are, how confident you are, and what you’re capable of. In a world where people are waiting to pull you down, Zatak lets you make a statement and shut the naysayers up, literally leading to the creative expression ‘Har Attack Ka Jawab…Zatak.’”

Sameer Satpathy, EVP & Business Head, Marico India, said, “Most deodorant brands are marketed on the plank of attraction. With Zatak we seek to recognise the changing face and broad-basing of the deodorant category. Zatak seeks to be a partner of todays’ youth, who irrespective of their backgrounds, have aspirations to achieve more in life and for whom, a deo is a step in his preparation for life ahead.”

The deodorant will be available in four variants – Striker, Challenger, Gambler and Avenger – which are an extension of the ideology that the brand is set to follow. Zatak has strategically rolled out its campaign only in the last leg of the IPL season which commands the highest viewership.

The TVC:

Click here to view the embedded video.

Credits:

Creative Agency: Taproot India

Production House: Chrome Pictures

Media Agency: Madison Media

Digital Agency: The Glitch

Creative Directors: Agnello Dias and Santosh Padhi

Associate Creative Director: Pallavi Chakravarti

Writer: Arun Ganesh

Account Management: Sameer Aasht, Naved Punjabi, Gargi Vegiraju

Director: Hemant Bhandari

Producer: Shaun Moitra

Music Director: Abhishek Arora

Info@BestMediaInfo.com

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• Sony’s Indian Idol Junior sings ‘Gaano ko wahi jaadu, ab bachho ki awaaz mein’
• Women in creative? JWT’s 2nd ‘Eye-Opener’ video for Portfolio Night 11 busts a myth
• Big Bazaar finetunes Public Holiday Sale campaign
• Danone tells consumers ‘Only Good Gets In’
• ‘Men are back’ as SX4 goes Super Turbo Diesel

Leo Burnett Mumbai has conceptualised the campaign consisting of four TVCs

BestMediaInfo Bureau | Delhi | May 17, 2013

After presenting India with some of the most talented and loved voices, the popular singing talent show that has captured the imagination of the nation – Indian Idol – is back – with a twist. For the first time, Indian Idol will have children aged between 5 – 15 years participating in the singing talent competition to become India’s first ever Indian Idol Junior. The show that has carved a niche for itself as the biggest singing talent show in India, will open its doors to young singers as Indian Idol Junior begins on its mission to find the best junior singing talent in the country.

Speaking about the brand new season and adding a fresh perspective to it, Leo Burnett Mumbai, the agency for Sony Entertainment Television, has conceptualised the campaign ‘Gaano ka wahi jaadu, ab bachchon ki awaaz mein’. The thought is delivered in its true characteristic style. The campaign consists of four commercials which showcase iconic songs like ‘Tujhe dekha toh yeh jaana sanam’, ‘Ai meri zohara jabeen’, ‘Yaadon ki baarat’ and ‘Radha on the dance floor’, recreated exactly like the original but performed by children.

The idea brings out what the viewers will expect from Indian Idol Junior this season – a complete fun and entertainment show portraying the talents of children who have voices as good as the ones in songs that all of us have enjoyed listening for so many years.

Anupriya Shetty, Brand Partner, Leo Burnett, said, “While Indian Idol has always been about showcasing great singing talent, our challenge this year with Indian Idol Junior was how to get people of all generations sample the show. Therefore, the idea we conceptualised tackled the challenge beautifully with our selection of songs which appeal to all generations.”

Ashwiny Iyer Tiwari, Executive Creative Director, Leo Burnett, added, “We wanted to do something unpredictable, and since it was Indian Idol Junior this year, we were sure that it had to be enjoyable and should not take the focus from the main message of it being a singing show by children who are great at singing and are here to showcase their talent.”

The campaign has been executed by Director Sanjay Shetty and his team at Opticus Inc. who have painstakingly shot all the four TVCs keeping in mind not to lose the essence of the original songs, and yet create magic with children.

Gaurav Seth, Senior VP and Marketing Head, SET, said, “Indian Idol has been an exceptionally popular show and a successful format for Sony. After the huge success of Indian Idol 6 last year, we wanted to give the show a fresh standpoint as well as to discover newer talent horizons. Hence we have come up with Indian Idol Junior. Our campaign idea ‘Gaano ka wahi jaadoo, ab bachchon ki awaaz mein’ beautifully captures how music, which plays such a strong role in our lives, will now be showcased in the voices of our younger but hugely talented contestants.”

Seth further said, “The TVCs were designed to break clutter in an extremely crowded television space. The idea of transplanting kids into iconic film song sequences, created by Leo Burnett, has worked magically. The surprise, when the lead protagonist is discovered to be a child in the sequence, has endeared the spots among all our viewers and we hope this provides the desired impact to drive audiences in droves to our show.”

The TVCs:

Click here to view the embedded video.

Click here to view the embedded video.

Click here to view the embedded video.

Click here to view the embedded video.

Credits:

Agency: Leo Burnett Mumbai

Creative Team: Nitesh Tiwari, Ashwiny Iyer Tiwari, Neeraj Singh, Pranjal Chowdhary, Deepti Gera Rastogi

Account Management: Anup Vishwanathan, Anupriya Shetty, Swati Khanduri

Films: Kevin Affonso, Manoj Pillai

Production House: Opticus Inc

Director: Sanjay Shetty

Info@BestMediaInfo.com

Other stories in this section

• ‘Har Attack Ka Jawab’ with Zatak!
• Women in creative? JWT’s 2nd ‘Eye-Opener’ video for Portfolio Night 11 busts a myth
• Big Bazaar finetunes Public Holiday Sale campaign
• Danone tells consumers ‘Only Good Gets In’
• ‘Men are back’ as SX4 goes Super Turbo Diesel

It features the agency’s National Creative Director Tista Sen to show that women can make it big in creative

BestMediaInfo Bureau | Delhi | May 17, 2013

JWT India has released its second video for Portfolio Night 11 featuring its National Creative Director Tista Sen. JWT India is hosting Portfolio Night 11 at its Mumbai office on May 22, 2013.

The latest video is in continuation with JWT’s theme for Portfolio Night 11, ‘An Eye-Opener’. It busts yet another advertising myth about how women cannot make it big in creative. The video can be viewed on the JWT-Portfolio Night Facebook page http://www.facebook.com/portfolionightmumbai11

Advertising students were asked to tweet @pnmumbai11 on their thoughts on advertising. The wackiest of tweets are being selected to create posters and films and this was one such tweet. The 360 degree crowd-sourced campaign includes social media, posters, videos, hoardings and radio spots. JWT is partnering with Radio Mirchi, DNA, and CNBC Awaaz as its media and broadcast partners for JWT-Portfolio Night 11.

Portfolio Night 11 promises an evening with the country’s top creative directors who, while interacting with young creatives, will also choose the ‘All Star’ of the evening. The ‘Portfolio Night All-Star’ is an event where the most talented young creative from each Portfolio Night event is selected and flown to New York to compete at Portfolio Night All-Stars competition in New York City in August 2013.

Participants can register on their respective city’s page on the Portfolio Night website http://portfolionight.com/11/ and click on the ‘Buy Tickets’ button for registration. This will take them to that city’s online ticket purchasing system. An e-ticket will be issued to the participant as a permit to enter the event in Mumbai on May 22, 2013.

Scheduled to take place simultaneously in over 20 cities on this date across the world, including Athens, Austin, Beijing, Boston, Costa Rica, Johannesburg, Los Angeles, Montreal, New York, Paris, Sao Paulo, Stockholm, Tokyo and Toronto amongst others, Portfolio Night is an annual property of ‘IHAVEANIDEA’, the creative founders and the world’s first and largest community of the international advertising industry.

The Video:

Click here to view the embedded video.

Info@BestMediaInfo.com

Other stories in this section

• ‘Har Attack Ka Jawab’ with Zatak!
• Sony’s Indian Idol Junior sings ‘Gaano ko wahi jaadu, ab bachho ki awaaz mein’
• Big Bazaar finetunes Public Holiday Sale campaign
• Danone tells consumers ‘Only Good Gets In’
• ‘Men are back’ as SX4 goes Super Turbo Diesel

Conceptualised by DDB Mudra Mumbai, this year’s May 1 campaign rode on the ‘For the Public, By the Public’ plank

BestMediaInfo Bureau | Delhi | May 13, 2013

Retail giant Big Bazaar has successfully identified and created ‘artificial consumption occasions’ during national holidays like January 26 and August 15, and this has been emulated by other major players as well. One such shopping period created last year was the ‘Public Holiday Sale’ which happens around May 1, a public holiday for most of the workforce across the country. This year the goal was to strengthen and differentiate this potentially large-scale property.

With increasingly discerning customers and various ‘me-too’ sales catering to her, the retail sector has developed quite a few cynics and fence-sitters which has increased the need to differentiate this particular sale even greater.

Stemming from the consumer insight that it is not just about getting good offers in these sales but getting a good deal on the products that they actually want to purchase, Big Bazaar decided to conduct a wish list drive across the country inviting people to send across the products on which they wish to get the best deals.

Creative expression of the campaign: Public ki Demand ho gayi puri. By empowering the public to decide what deals they actually want and facilitating the same, Big Bazaar re-crafted its role in the consumers’ everyday life.

The Public Holiday Sale is unique not just in the sense that it offers consumers an opportunity to ask for the best deals on the products of their choice but also because of the fact that more the number of people asking for deals on a particular product, the better the deal gets on the said product.

DDB Mudra Mumbai conceptualized a campaign based on this insight that showcased a group of people holding up one of the universal symbols of demand – the placard. But this placard was not a normal placard – it was a placard that was formed when several people come together and bring their small placards closer.

This execution not only conveyed the thought behind the Public Holiday Sale but also gave the property scale and magnitude.

Sadashiv Nayak, CEO, Big Bazaar, said, “We are committed to create happy and exciting family shopping occasions for our customers. Public Holiday Sale was launched last year with a belief that we can add value and build excitement around holiday season shopping of customers and their enthusiastic response proved us right. In its second year, the Public Holiday Sale is already a benchmark for the industry. It re-establishes our commitment to be a one-stop shopping convenience and delight our customers with best deals and discounts.”

Anand Karir, Creative Head, DDB Mudra Mumbai, said, “Being the magnanimous retail giant that it is, Big Bazaar has always led the category from the front and taken it upon itself to set new trends and create artificial consumption occasions for the end customer. When we got the brief for Public Holiday Sale, our singleminded objective was to make it an event that’s completely different from anything that the category has witnessed hitherto. Our idea for the campaign was that while most sales in India happen in a way that the sellers offer discounts on products of their choice, only Big Bazaar can reverse this trend and democratise the whole act of sale by actually asking customers the products they want discounts on, and then offer those products at the most attractive prices. Hence was born the idea of making it a sale ‘For the Public, By the Public’.”

The TVC:

Click here to view the embedded video.

Credits:

Agency: DDB Mudra Mumbai

Office Head: Rajiv Sabnis
CCO: Sonal Dabral
Business Head: Sanjay Panday

Creative Head: Anand Karir, Vinayak Nayak
Art: Binal Parikh, Sunil Petkar
Copy: Faraz Alam, Rishabh Dave
Account Planning: Amit Kekre, Shravya Kaparthi
Client Servicing: Makarand Gholba, Abhay Bhonsle
Production House: Whodunit Films

Director: Anand Karir
Production Executive: Sujoy Shetty

Agency Producer: Vishal Sane, Pravin Misal

Info@BestMediaInfo.com

Other stories in this section

• ‘Har Attack Ka Jawab’ with Zatak!
• Sony’s Indian Idol Junior sings ‘Gaano ko wahi jaadu, ab bachho ki awaaz mein’
• Women in creative? JWT’s 2nd ‘Eye-Opener’ video for Portfolio Night 11 busts a myth
• Danone tells consumers ‘Only Good Gets In’
• ‘Men are back’ as SX4 goes Super Turbo Diesel

Launches series of TVCs featuring Karisma Kapoor, the new brand ambassador

BestMediaInfo Bureau | Delhi | May 10, 2013

Danone India has launched a series of TVCs for their product range in India. The TVCs will feature Bollywood celebrity Karisma Kapoor who has been signed on as the new brand ambassador.

Danone India has refreshed its marketing approach with “Only Good Gets In” creating a stronger emotional connect with its consumers. This strategy involved going back to the drawing board and reformulation of all the products. With its vast experience and expertise, all Danone products in India are now made with “Only Natural Ingredients” and no artificial colours, flavours or preservatives.

Speaking on the new campaign, Jochen Ebert, General Manager, Danone Food & Beverages India, said, “At Danone, our mission is to bring health through food to the largest number of people. With our new mantra ‘Only Good Gets In’, we’ve relaunched our brands with only natural ingredients. Our new 360 degree campaign will bring the new message across to our consumers. Karisma Kapoor, being a young mother and a successful working woman, embodies the essence of our brand ethos.”

With the relaunch of the brand, Danone has refreshed its product line, packaging and the positioning of the brand. The 360 degree campaign is designed to cater to all consumer touchpoints. The marketing campaign will involve ATL initiatives like TVCs, outdoor, cinema and extensive BTL initiatives like sampling across consumer touchpoints. This is one of the most elaborate campaigns till date in the Dairy category in India.

Danone in India has a presence in five major metros, namely, Mumbai, Pune, Bangalore, Hyderabad and most recently Delhi-NCR. With a new state of the art facility at Rai (Sonepat) Danone has entered the Delhi-NCR region as well. Danone plans to consolidate in these markets before expanding into newer markets.

Ebert elaborated on the strategy saying, “The core strategy was to tap into the growing trend of healthier and natural products finding place in consumption habits of the target audience. This was complimented by the consumer insight that there is a strong belief that packaged dahi contains additives and preservatives to make it last much longer compared to homemade dahi. Hence a campaign was designed to accentuate the ingredients story where the focus was to bring out the consumer experience of having a natural and healthy product.”

The Danone TVCs have been produced and directed by Shantanu Bagchi, Founder & Director, Illumination Productions. Speaking on the campaign, Bagchi said, “It was exciting to be part of such a huge global brand and we knew we have to live up to the international standards of Danone’s commercials. The idea was to focus on the natural ingredients and showcase the goodness of Danone’s range of products. One of the main challenges was that how all the films, though different in concept and approach, can have a unified feel of the Danone campaign.”

Karisma Kapoor, the new brand ambassador of Danone India, said, “I’ve known Danone over the years and have been a regular consumer of its product range. It’s exciting to be associated with a brand that emphasises on health and natural products. As the brand ambassador of Danone, I’m happy to be promoting products that are natural and refreshing.”

Danone’s product range includes Dahi, Low Fat Dahi, Flavoured Yoghurt (Strawberry, Vanilla & Mango), Lassi (Mango Flavoured, Sweetened & Masala Chaas) and UHT Milk (Toned and Slim).

The TVCs:

Click here to view the embedded video.

Click here to view the embedded video.

Info@BestMediaInfo.com

Other stories in this section

• ‘Har Attack Ka Jawab’ with Zatak!
• Sony’s Indian Idol Junior sings ‘Gaano ko wahi jaadu, ab bachho ki awaaz mein’
• Women in creative? JWT’s 2nd ‘Eye-Opener’ video for Portfolio Night 11 busts a myth
• Big Bazaar finetunes Public Holiday Sale campaign
• ‘Men are back’ as SX4 goes Super Turbo Diesel

Conceptualised by Lowe Lintas, the TVC reinforces the brand positioning of the car with stunning performance shots of the car juxtaposed with a boy’s dream of driving a powerful machine when he grows up

BestMediaInfo Bureau | Delhi | May 9, 2013

The Maruti Suzuki SX4 is known for its distinct positioning as a car for the ‘man’ by virtue of being an unbeatable combination of power, performance and luxury in its segment. This time the task of communication was to further strengthen this positioning and launch the all-new version of the SX4 which is equipped with a Super Turbo Diesel engine and a host of new features. The objective was also to reinforce the performance credentials of SX4.

The new campaign, developed by Lowe Lintas & Partners, is based on the proposition that SX4 is the car for men who are passionate about driving. It is based on the insight that almost every boy grows up playing with cars. They always dream of driving their cars fast and aggressively. The TVC establishes that SX4 is a car that lets you live your passion for driving. It can be put to any test and lets you drive it the way you had always dreamt of driving a car. The TVC depicts a young boy’s passion for speed and thrill of driving a car which is eventually fulfilled when he gets to drive the all-new SX4.

Sanjeev Handa, General Manager, Marketing, Maruti Suzuki India, said, “The new SX4 has attractive new exterior looks, plush interiors, and exciting features like the touchscreen audio-cum-navigation system and power folding ORVMs. It comes with power-packed performance and a Super Turbo Diesel engine. The latest TVC demonstrates our absolute commitment towards our positioning, which has let us stand distinctly apart in the segment. The production quality adds sheen to our statement and puts the TVC in a league of its own.”

The commercial has beautiful performance shots of the car. Shot at an airstrip in Bangalore, the car shots were captured by hi-tech camera equipment and a very experienced international crew which included an international stuntman and cinematographer. The stuntman put the new SX4 to some rigorous driving tests both on the tarmac and off the road and helped in capturing some really awesome performance shots. Director Arun Gopalan of Story-tellers captured both the story part (boy growing) as well as the car shots exceptionally well. The TVC beautifully juxtaposes the manoeuvres of the boy with the car shots.

Shriram Iyer, Executive Creative Director, Lowe Lintas , commented, “The commercial was quite a learning experience. Arun Gopalan, the director, employed some of the newer equipment available to shoot cars. As a writer, I am happy that we achieved a fine balance between strategy and execution. The TVC tells the idea of a growing boy’s dream to drive finally being fulfilled by the SX 4. The ad works as a natural progression of the SX 4 brand idea ‘Men are back.’”

The TVC:

Click here to view the embedded video.

Credits:

Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Mustafa Rangwala, Manzoor Alam, Ira Gupta, Nisheeth Srivastava, Ipshita Bose

Planning: Anurag Prasad, Ketaki Chand

Business: Naveen Gaur, Syed Amjad Ali, Sonia Upadhyaya, Aayushi Agarwal

Producer: Story-Tellers

Director: Arun Gopalan

Info@BestMediaInfo.com

Other stories in this section

• ‘Har Attack Ka Jawab’ with Zatak!
• Sony’s Indian Idol Junior sings ‘Gaano ko wahi jaadu, ab bachho ki awaaz mein’
• Women in creative? JWT’s 2nd ‘Eye-Opener’ video for Portfolio Night 11 busts a myth
• Big Bazaar finetunes Public Holiday Sale campaign
• Danone tells consumers ‘Only Good Gets In’

Developed by Soho Square, the TVC reiterates Dr Fixit as the ultimate rainproof shield for structures

BestMediaInfo Bureau | Delhi | May 8, 2013

Dr. Fixit, a pioneer in the construction chemicals segment from the house of Pidilite Industries, has rolled out a new TV campaign for Dr. Fixit Raincoat that protects houses and structures from getting worn out and threadbare in monsoons. In the new TVC developed by Soho Square, the communication is more than just functional, and has kept in line with product attribution. The TVC reinforces the promise of a strong bond that Dr. Fixit Raincoat provides even in harsh monsoons clearly communication even if one hears without the audio.

The advertisement kicks off showing a heavy monsoon and houses devoid of any protection. The ad, inspired by the movie ‘Transformers’, shows the house transformed with a protective shield with a yellow raincoat symbolic to the product-line. The transformed house is now immune to any ravages of the monsoon as it is well guarded. The nearby houses that weren’t protected are advised to get “vaccinated” against possible monsoon troubles and enjoy the rains too.

The strength of the advertisement lies in its simplicity in conveying the core product proposition and has successfully hit the nail at the right place, acting as a clutter-breaker in a plethora of glamorous ads.

Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “Dr. Fixit Raincoat is a revolutionary product that provides very strong and durable waterproofing even when exposed to heavy monsoons. In the last two years, the brand has evolved to successfully create advanced waterproofing systems with state of the art research developments and strengthened the overall brand equity of the mother brand Dr. Fixit. Most of our advertising is based on the core product benefit as the central point of our communication, and is done in an extremely creative and yet simple way. We believe that we have done the same with Raincoat. This new communication takes our earlier one ahead, and stands out in a highly competitive environment.”

He further said, “With the help of the new creative, the brand has embarked on a new journey of becoming the ideal water proofing outdoor paint to secure homes and structures from wearing out.”

The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

Commenting on the concept, Anuraag Khandelwal, Executive Creative Director at Soho Square, explained how they went about meeting this task. “A house without protection would be unable to fight the monsoon and affect the house with innumerable infections. But with Dr. Fixit Raincoat acting as a protective shield, makes the house immune to the possible infections. A house enjoying the rain was the visual device we took forward in our communication.”

The ad will be aired across key markets including the entire Hindi-speaking belt and supported by regional channels in South India, West Bengal, Maharashtra and Gujarat for 4-5 weeks starting early May 2013. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.

The TVC:

Click here to view the embedded video.

Credits:

Creative Agency: Soho Square Mumbai

Executive Creative Director: Anuraag Khandelwal

Info@BestMediaInfo.com

Other stories in this section

• ‘Har Attack Ka Jawab’ with Zatak!
• Sony’s Indian Idol Junior sings ‘Gaano ko wahi jaadu, ab bachho ki awaaz mein’
• Women in creative? JWT’s 2nd ‘Eye-Opener’ video for Portfolio Night 11 busts a myth
• Big Bazaar finetunes Public Holiday Sale campaign
• Danone tells consumers ‘Only Good Gets In’

Conceptualised by Lowe Lintas, the TVC plays on the insight that travel adds to one’s social status

BestMediaInfo Bureau | Delhi | May 7, 2013

With the travel season kicking off, online travel company Expedia has launched its latest advertising campaign in India. Conceptualised by Lowe Lintas, the campaign is aimed at igniting the hunger for travel. It centres on the insight that the world we live in is rapidly changing and therefore the reasons for travel.

Today, travel is no longer a luxury but deemed as more of a necessity; moreover, it adds to one’s social status. In today’s stressed world, travel often is the respite that helps people rejuvenate and relax, adding to wonderful and pleasant memories. The campaign hinges on this central theme and has been rolled out nationally across print, digital, radio and television mediums.

Innovation has been at the core of Expedia’s DNA. The brand has evolved considerably over the last two years and has transformed into a brand that developed a local appeal for Indian consumers. With each innovative feature introduced, the brand has emerged stronger, forming a close association with providing the best travel experience to consumers. Today more than 31 million people around the globe place their trust on Expedia by making travel related transactions.  Moreover, today the brand enjoys a loaded legacy of the most tie ups with airlines and hotels around the world than any other site.

Manmeet Ahluwalia, Head – Marketing, Expedia India, said, “The campaign has been designed keeping in mind the need for travel and the travel proposition offered by Expedia to consumers in India and globally. The purpose of this campaign is to convey the need to travel for people who often neglect it due to lack of time or not being able to book in advance and end up being the non-traveling population. With 18,000 amazing offers every day, unparalleled in the industry, Expedia ensures that you are never ‘the neighbour who never travels.’”

Ahluwalia added, “Our campaign is based on the insight that other people’s travel is always a trigger for you to travel. There was a time people travelled to see new places; today the choice of destination is heavily influenced by the ‘talk value’ on social media platforms. The campaign is focused mainly on neo-travellers from tier 1 cities.”

Sriram Iyer, spokesperson for Lowe Lintas, commented, “The world we live in is rapidly changing and with it, so are the reasons we travel. Today, the act of travelling has tremendous social status attached to it, especially among one’s peers. There was a time we took pictures for our photo albums; today we take them so that we can post them on Facebook. There was a time we travelled to see new places; today our choice of destination is heavily influenced by the ‘talk value’ it will give us once we get back. For the new Expedia campaign, we decided to mine this basic insight – that in today’s world there are few things worse than not being able to go on holiday when everyone else around you is.”

Expedia offers a comprehensive inventory featuring more than 2 00,000 hotels and 7,000 holiday activities and attractions from across the world. Also, with its flights+hotels product, travellers can save up to Rs 12,000 on their total travel cost. Airasia’s exclusive tie-up with the brand further allows it to provide low cost packages for SEA region.

There has been 200 per cent y-o-y growth in transactions at Expedia.co.in from Q1 2011 to Q1 2013. In the past few months, it has witnessed double-digit growth in transactions and triple-digit growth in standalone hotel bookings. This year, with a marketing outlay of Rs 50 crore, Expedia is focused on further strengthening its position in the industry.

AirAsiaExpedia is the joint venture company between the world’s leading online travel company, Expedia Inc., and the world’s best low-cost airline, AirAsia. Headquartered in Singapore, AirAsiaExpedia operates Expedia’s businesses in India, Japan, Southeast Asia and East Asian markets and the AirAsiaGo.com business across Asia.

The TVCs:

Click here to view the embedded video.

Click here to view the embedded video.

Info@BestMediaInfo.com

Other stories in this section

• ‘Har Attack Ka Jawab’ with Zatak!
• Sony’s Indian Idol Junior sings ‘Gaano ko wahi jaadu, ab bachho ki awaaz mein’
• Women in creative? JWT’s 2nd ‘Eye-Opener’ video for Portfolio Night 11 busts a myth
• Big Bazaar finetunes Public Holiday Sale campaign
• Danone tells consumers ‘Only Good Gets In’

The TVC, conceptualised by DDB Mudra, showcases how girls can love their hair anytime, anywhere with the hottest hair styling product enhanced with the new ‘Cutisoft’ formula

BestMediaInfo Bureau | Delhi | May 7, 2013

Livon Silky Potion promises to give your hair the much needed dazzling boost with the newly formulated ‘Cutisoft’ formula. The new ad campaign, conceptualised by DDB Mudra, showcases Livon’s main attribute of giving girls back the ability of regaining “open hair” everyday. The theme of the TVC is based on breaking the anguish felt by girls with tied hair as opposed to maintaining desirably bouncy gorgeous looking hair.

The new ‘Break Free’ TVC, which went on air on April 7, 2013, showcases a brand new, modern imagery for the Livon Silky Potion brand. The film highlights the wonderful ‘Cutisoft’ formula which promises desired benefits of healthy and stylish hair maintenance.

Sameer Satpathy, EVP & Business Head, Marico India, said, “This is our first TVC on Livon post our acquisition of the brand. We would like to increase the penetration of the category by driving the relevance of the product. The TVC highlights the brand’s ability to deliver on a woman’s desire for open hair anytime and anywhere.”

The bedazzling sets with a stunning model dressed in all black against a glittering backdrop, subtly communicates the striking properties that Livon provides to beautiful looking tresses. Creatively, the ad propagates the USP of how the brand helps to break free from the appearance of dull and tangled looking hair.

Sonal Dabral, Chief Creative Officer, DDB Mudra, said about the film, “It was very exciting and challenging to work on the new Livon TVC. An important milestone in the life of this brand, the TVC is more than just a TVC. Besides being a befitting tribute to the free-spirited, modern Indian girl who loves freedom, it’s also an effort to do a total makeover of the Livon brand. I feel that on both counts the TVC has been a great success. I’m certain it will be loved by the target audience and will do wonders in the marketplace.”

Talha Bin Mohsin and Mahesh Parab, Executive Creative Directors at DDB Mudra, commented, “We have used this campaign to mirror the insecurity a woman feels in being caged and tied down in her modern daily life. The film attempts to synonymously ask the contemporary woman to adopt change by taking actions in her own hands. No one can communicate this change any better than a spirited brand such as Livon.”

The TVC:

Click here to view the embedded video.

Credits:

Chief Creative Officer:  Sonal Dabral

President, DDB Mudra Delhi: Vandana Das

Executive Creative Directors: Talha Bin Mohsin, Mahesh Parab

Creative Team: Eman Bose, Ajit Kumar Sahoo

Account Management: Radhika Das, Santanu Ghatak

Account Planning: Amit Kekre, Parul Budhiraja

Production House: Gobsmack

Executive Producer: Kalpana Kutty

Director: Jim Sonzero

Info@BestMediaInfo.com

Other stories in this section

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Created by Lowe Lintas, the brand’s ‘Move On’ campaign has become bolder and more suggestive

BestMediaInfo Bureau | Delhi | May 6, 2013

Fastrack has always been a window into the young, progressive mindset of today’s youth, a mindset that isn’t bogged down or defeated by society’s rules. The quintessential youth brand’s latest campaign is a light-hearted take on today’s social taboos. The series of four short ad films reflects the realities as lived by today’s youngsters. These are taboos but to the youth this is life. It’s evident that things are changing rapidly; it’s only our minds that need to ‘Move On’.

Created by Lowe Lintas & Partners, Fastrack has launched the TVCs during the ongoing IPL 6 season. The first film went on air on April 4, and the second on April 12, and the third on April 19, 2013.

The first film in the series, ‘The Closet’, opens with a red-coloured shaking closet. Then we see a young girl emerge from the closet emerges checking the time on her Fastrack watch. Then the second closet door opens and another girl emerges from inside. They both look at each other suggestively, hinting at what may have transpired inside the closet. As they walk in different directions, the screen says ‘Come out of the closet… Move On’.

Simeran Bhasin, Marketing and Retail Head, Fastrack, commented, “We are not prescribing a way of living, we want people to ‘Move On’ from social taboos and live an uninhibited life.”

Arun Iyer, National Creative Director, Lowe Lintas, said, “In past we have done ‘Move On’, which had a young couple moving on from each other. And then the last one was why the world moved on, which was a quirky commercial. This time we decided to take on themes, which are conventionally considered taboo. Youth today are not really bogged down or defeated by rules that society lays down.”

The TVC:

Click here to view the embedded video.

Credits:

Agency: Lowe Lintas & Partners

National Creative Director: Arun Iyer
Creative Team: Akash Das, Rajesh Ramaswamy, Carl Savio, Lohith Chengappa, Gopi Krishnan, Janardhan Nataraj, Rohit Venkatesh, Sooraj Pillai, Keya Pothen
Business: Anand Narayan, Bhupender Agarwal, Indira Punit, Ruhee Islam
Planning: Vikram Satyanath
Production House: Flying Pigs Production
Director: Bharath Sikka

Info@BestMediaInfo.com

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