Rather, we see shots of manicured fingers sifting through flattened rice, the spices as they join the dish, and fried peanuts and chopped vegetables. Both the ads also feature a ‘remixed’ version of the iconic ‘Maggi Maggi Maggi’ tune, in what appears to be a bid to create trust and familiarity with users. The ingredients are the stars of the ad.

The call to action is simple – just add hot water and the meal is ready. This action was previously used for Maggi’s own Cup Noodles offering and MTR’s Instant Poha.

So far, MTR has been selling its poha and upma offerings in a cup format (again, similar to cup noodles). But this time, we see that Maggi has chosen to go with packaging that is quite similar to its noodles format.

We have also seen that Maggi has picked up two traditional ‘breakfast’ comfort foods for this offering. We couldn’t help but wonder how relevant the product is, as lockdowns have given rise to a lot of ‘home chefs’ who take the time and effort to prepare their own meals.

Says Vidur Vyas, founder-CEO, North Side, a strategy and execution company, says, “Over the years, Maggi built itself around the noodle format and used it to add fun to the hunger occasion. With a strong brand, it is great to see Maggi return to its core and expand to other locally relevant food formats in packaging, usage instructions, and advertising execution that is very close to the brand equity.”

He further adds that the visual language and the execution will tempt consumers to try the brand. However, Vyas mentions that what remains to be seen is whether the product’s taste lives up to the taste expectations from Maggi and whether it is able to extend its brand to older cohorts.

“To take this journey forward, Maggi, with all its now different food formats, will also need to come out with more products and advertising that make the hunger occasion fun for the family,” Vyas concludes.

The post Comfort Foods Seems To Be The Theme of Maggi’s New Ads appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

The essence of this new Ola Ad is summed up when Supriya Pilgaonkar says, “Main Tere Liye Nahi Aaye, main apne Tupperware ke dabbe lene aai hu.” The ad not only touts the safety precautions the cab-hailing app offers, but it also plays on mother-son relationships for a fun.

The Coronavirus pandemic isn’t over While we’re in ‘unlock’ mode, we must also keep this in mind, and we should step put only if it is necessary. It’s exactly what Varun Thakur, who plays Pilgaonkar’s son in the ad, repeatedly stresses while pulling her leg about her tech prowess. “I think I should open tuition classes to teach moms how to use their phones,” he says.

The ad was conceptualized by OML (Only Much Louder). In this ad, we see the regular mother-son relationships that have played forever. The son, who is living alone, fails to remember ‘daal’ names and asks his mom. He can’t find his boxers and again asks his mom. He teases his mom about her ability to use a phone, she has a smart comeback. You know the usual drill by now.

The interesting part is when Thakur falls sick and video calls Pilgaonkar to ask how one makes ‘kadha’ at that time we see the deep mother-son bond. Pilgaonkar drops everything and visits her son with ‘kadha’. While sipping it, he asks her how did she manage, because it’s not safe outside. She then shows him a self-shot video. In it, she describes how she took an Ola and all the safety features it offers.

In the self-shot video she refers to Ola’s ‘5 Layers of Safety’:

• Drivers and customers must wear masks at all times.
• All exposed areas of the cabs are cleaned before every ride.
• All cars are fumigated thrice every week.
• Drivers have regular temperature checks.
• There are protective screens between drivers and passenger seats.

Ola has released several ads to highlight its new safety protocols to suit the new normal. Last week, it encouraged people to book an auto via its app, while extolling the safety features it offered.

The post Ola Launches New Campaign Video Starring Varun Thakur and Supriya Pilgaonkar appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

The campaign has in it a mix of introductory tutorial videos which makes it easy for the audience to understand the fluid art process and bring out the artistic side of people, along with content which brings in real life people displaying their Fluid Art paintings. Camel through this campaign aims to encourage fans to step out and take their first step towards showing their artistic side. It projects art as a  therapy and recognises the effort put by every artist. The product is a must-have kit which gives an opportunity to people to do away with stress and express them in a different manner bringing out the sense of #IAmAnArtist with Fluid Acrylic Colours.

Rishi Kakkar, chief marketing and strategy, Kokuyo Camlin, said, “The power of the fluid art kit is that it helps anyone regain their creative confidence, by creating artwork without having any training in the arts! The kit can be enjoyed by students, adults, housewives, senior citizens, just about anyone who would like to indulge in the magic of fluid art. Through the launch campaign, we are looking to reach out to all those who were too scared to take that all-important first step in expressing themselves creatively and gave them just the right push to try their hand at creating a masterpiece, that’s unlike no other.”

Yorick Pinto, the creative director, BC Web Wise, commented, “We’ve all heard the saying ‘I’m not artistic’. This product gives individuals the perfect canvas to express their creative side, regardless of their skills, talents and training in the field of art. With this insight, the creatives literally flowed. In order to make our creatives and posts look genuine and not staged, we used people from backgrounds which had little to do with ‘creativity’. In fact, the creative copies were real expressions of these people when they tried Camlin’s Fluid Acrylic Colours for the first time.”

The post Camel’s New Campaign Claims Everyone To Be An Artist appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

The key insight of the campaign is that lack of confidence is one of the barriers that hold back homemakers from starting something of their own. It also makes the point that this lack of confidence is misplaced. In fact, the brand believes that they already possess entrepreneurial qualities.

The ad film celebrates the homemakers in their current life as the anchor of the family, nudges to do more, and be more, “Kyunki Ki Bahut Kuch Hai Karna”.

Talking about the campaign, Vinay Subramanyam, vice president, marketing, Britannia Industries, said, “Britannia Marie Gold recognizes the growing, inner aspirations of homemakers to do more with their potential and is committed to being the “everyday fuel” for homemakers in this bid. We dedicate this film to India’s homemakers on World Entrepreneurship Day. What better way to tell homemakers that they already have immense entrepreneurial acumen, and how a little bit of courage and confidence can make their dreams come alive.”

Puneet Kapoor, regional creative officer, Lowe Lintas, said “This film celebrates those latent dreams that nearly every homemaker in the country harbors in her heart. It attempts to inspire women to give an honest shot to realizing her dreams because the skill-sets of good home-making are similar to the skill-sets required to run one’s own business.”

The post Britannia Celebrates the Entrepreneurship Spirit of Indian Homemakers in its New Campaign appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

It is believed that Ganapathi has 32 different forms – Bal Ganapathi, Ekdanta Ganapathi, Vijaya Ganapathi, etc., each having its own significance in mythology. This Ganesh Chaturthi, Mangaldeep celebrates all the forms of Ganapathi worshipped across India with the launch of this special agarbatti- “Mangaldeep Temple – Lord Ganesha’s favorite fragrances Agarbatti”.

The launch is supported by a digital campaign #RoopAnekAgarbattiEk, to narrate the story of one special Agarbatti for all forms of Ganapati. The concept will be brought alive by national celebrities Sonu Sood and Kajal Aggarwal who will regale us with stories around their favorite form of Ganapathi and his special agarbatti while they celebrate Ganesh Chaturthi this year from their homes.

Consumers can buy the Mangaldeep Temple – Lord Ganesha’s favorite fragrances agarbatti pack from select Reliance SMART stores and e-commerce platform BigBasket.

This fragrances agarbatti is a divine agarbatti specially crafted for Lord Ganapathi’s devotees. The agarbatti contains the flowers offered to the Lord at Shree Siddhivinayak Temple. It is an innovative dual-fragrance agarbatti, made with fragrances of items believed to be Lord Siddhivinayak’s favorite – Hibiscus and Marigold. The agarbattis are made by rural women of Maharashtra, working under the aegis of BRTC (Bamboo Research & Training Center), Pomburna, Government of Maharashtra. The pack also has the approval of the Shree Siddhivinayak Temple Trust as a mark of credibility. For every pack sold by ITC, the company will contribute a dedicated amount mentioned on the pack to the Shree Siddhivinayak Temple Trust, on behalf of the devotees.

Speaking at the launch of the product, Mr. Ravi Rayavaram, Chief Executive, ITC’s Agarbatti Business, said “Through this specially crafted, innovative and divine Mangaldeep agarbatti, we have endeavored to enable consumers to feel the divinity of Shree Siddhivinayak Temple, one of the most sacred temples in India, within the pious confines of their homes, every time they light the agarbatti. We are also encouraged that this initiative will provide livelihoods to rural women through our tie-up with BRTC (Bamboo Research &Training Center), Govt. of Maharashtra. We are grateful to the Siddhivinayak Temple Trust for extending their support towards this special agarbatti pack. We are also thankful to BRTC for enabling Mangaldeep to support the livelihood of many rural women in Maharashtra”  

Mr. TSK Reddy, Managing Director, Maharashtra Bamboo Development Board, Government of Maharashtra, and Mr. Rahul Patil, Director, BRTC, on the occasion of the launch said, “We are very encouraged by this unique initiative of connecting rural women to consumers. The tie-up of BRTC with ITC has enabled us to provide a livelihood to rural women in remote areas like Pomburna. The Magaldeep Temple – Shree Siddhivinayak agarbattis are manufactured by rural women of Pomburna under the aegis of BRTC, with all their love and affection for God. We at BRTC are very happy to be associated with this unique initiative”

The post Mangaldeep Unveils ‘Mangaldeep Temple – Lord Ganesha’s Favorite Fragrances Agarbatti’ Pack appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

The campaign is conceptualized by Wavemaker and encourages consumers to celebrate the festival of Ganpati at home along with their loved ones, ensuring the safety norms are in place.

The brand will also provide additional offers to the consumer living in Mumbai and Pune in the form of discount coupon codes. To avail the discount Coupon codes, the consumer will have to click a picture of the bar code on any Gemini oil pack and WhatsApp it to 8884000666. Along with the coupon code, a web link will be shared which will redirect the consumer to the campaign website www.geminicookingoil.expree.in from where eco-friendly Ganapati idols can be purchased by using the coupon code. The idols will be delivered by Gemini Sunflower Oil’s team to the consumer’s postal address. This initiative will enable people to immerse the idols within the safety of their houses, making the celebrations safe and eco- friendly.

Speaking on the campaign Subin Sivan, Marketing Head, Cargill’s oil business in India said, “Ganpati is one of the most popular festivals in Maharashtra. As a brand that is rooted in Maharashtrian culture, Gemini has integrated itself with the Ganpati festival over the years. While a lot has changed this year due to the pandemic, we believe the festive cheer and energy during the Ganpati Chaturthi should not change. Our campaign ‘Iss Saal Har Ghar Pandal’ encourages our consumers to celebrate the festival at home keeping the original festive spirit intact.”

This campaign is also supported by B-town celebrities and influencers including Ritesh & Genelia Deshmukh, Priya Bapat, Sai Tamhankar, Amruta Khanvilkar, and Neha Pendse. They will help propagate the message of ‘Iss Saal Har Ghar Pandal’ through the campaign and encourage consumers to celebrate Ganpati with all the fervor at home while staying safe. The campaign voiceover has been lent by Piyush Mishra.

Karthik Nagarajan, Chief Content Officer, Wavemaker, says, “Ganesh Chaturti is an indelible part of the Maharashtrian culture and as the pandemic threatens the festivities this year, Gemini wanted to reassure its audience that the real spirit of the festival is safe in our hearts and homes. Hence, we came up with the idea of ‘Iss Saal Har Ghar Pandal’, which captures the current sentiments of the region beautifully. The film is a great testament to the spirit of Ganesh Chaturti, which is more than a religious festival in the region and also the long-standing cultural linkage of the brand to this market. We are deeply thankful to our wonderful client who inspired us to deliver this emotional film”

The post Gemini Sunflower Oil Rolls Out Ganeshotsav Campaign ‘Iss Saal Har Ghar Pandal’ appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

In the wake of the COVID pandemic, both businesses and consumers are focusing on essentials. Most of the communication has been a creative rendition of social distancing and washing hands, the two most important preventive measures to break the chain. However, a third was added – building immunity – and this gained momentum post the directives from the Ayush ministry.

The campaign highlights that consumers have increased their focus on building immunity with the onset of the pandemic. While immunity-boosting foods like Amla, Ginger, and Turmeric are commonly consumed in India, but as beneficial as they are in fighting diseases, they are quite tough to chew and hard on the teeth.

The campaign films created by Ogilvy features the popular Chaubey Ji, played by the TV actor Manoj Pahwa. In the films, Chaubey Ji chews through the toughest foods like Amla, Ginger, and Raw Turmeric to prepare himself against the pandemic but is not fazed by their toughness because he uses Dabur Red Paste. The films are part of the ‘#ChabaateyRahoIndia’ series on tough to chew ‘immunity building foods’ that we consume to boost our immunity.

Ritu Sharda, CCO, Ogilvy (North): “The ‘#ChabaateyRahoIndia’ series by Dabur Red Paste makes a comeback this year and our favorite ‘Chaubey Ji’ is here to chabao some things that are important for all of us to stay fit. While everyone talks about chewing on haldi, ginger, and amla, we understand that they are hard to bite, and one would need healthy teeth to chew them properly.  So, make your teeth strong to make your immunity strong.  Chabatey Raho India , aur har problem ko bhagatey raho.”

Shouvik Roy, President and Head of Office: “The platform of ‘#ChabaateyRahoIndia’ for the brand Dabur Red Paste is all about chewing through adversity. It was a challenge to bring back ‘Chaubey Ji’ without cricket especially in this current situation. Yet again, the strong teeth and ‘chaba dalengey’ connect gave birth to 3 beautiful films.”

Harkawal Singh, Head Marketing, Oral Care, Dabur India Ltd. said, “Dabur Red Paste – the #1 ayurvedic toothpaste – stands for providing strong teeth and complete oral protection with clinically proven Ayurveda. Though this is a serious and efficacious proposition, we created a platform ‘#ChabaateyRahoIndia’ to make it engaging for consumers; celebrating their love for food, their resolve to chew away obstacles, and, their will to chew away every hardship and stand tall. In our effort to connect with people and give oral health another fun twist, we are bringing out Season 2 of the endearing ‘Chaubey Ji’ films in which Mr. Manoj Pahwa again helps deliver the brand’s message, urging people to focus on oral health for overall health.”

The post Chaubey Ji Makes a Comeback In Dabur Red’s New Commercial appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

The one minute fifteen seconds commercial is conceptualized by Lowes Lintas and directed by Deepak Thomas, Lucifer Circus Productions. The advertisement shows three senior citizens discussing what they get as a gift for the girl who helped them during these tough times and ends up giving her a Vighnaharta pendent. The commercial is layered with a beautiful voice that explains the bond between Lord Ganesh and the people.

“This Ganesh Chaturthi, we choose to focus on the Vighnaharthas in our lives. They say god comes in many forms and more often in the form of a man. This catastrophe has seen the resurgence of humanity as a force. People came together to fight the multitude of challenges this pandemic & lockdown posed, new relationships of care and concern were forged, in small yet significant ways people reached out to help within their community, neighborhood, & country at large. This film is a tribute to all those Vighnaharthas in our lives. This moment also inspired our team of designers to craft a collection of Ganesha pendants as a prayer to the Remover of Obstacles,” says Ranjani Krishnaswamy, General Manager, Marketing, Tanishq, Titan Company Limited.

Puneet Kapoor – Regional Creative Officer, South, Lowe Lintas said “The film celebrates compassion, care, kindness and grace that we see all around us with the many people who channelize the divine aspect of Vighnaharta in our lives. This story is of one such Vighnaharta told in a very interesting way that nudges us to notice such beautiful people around us, and express our appreciation and gratitude towards them. Borrowing from that very spirit, a great appreciation for the collaboration between Team Lowe Bangalore and Lucifer Circus.”

The post Tanishq Launches An Ode To The Vighnahartas In Our lives appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

Unfortunately, the pandemic put a lid on the buzz. No more travel, not even to the next district without a thousand thoughts about health and safety and infection running through your mind first.

The campaign has been conceptualised by Indian Storytellers. As a prelude to the digital campaign, the company is running contests on their social media platforms asking individuals to share their own #ReasonToTravel and win gift vouchers. The brand film has been launched on social media channels.

This ‘confessional’ ad has people revealing their reasons to travel, made by an agency called Indian Story Tellers. One wanted to travel back home to his mom’s home-cooked food, someone else had to travel to attend his own wedding while another must travel to meet his girlfriend or else a breakup will ensue… the reasons were aplenty.

Commenting on this new campaign, Shweta Singhal, head of marketing & new business initiatives, Yatra.com, “Over the last couple of years, we have seen that the pace of urban life drove Indians to take frequent, short vacations to break the monotony of their daily lives. However, due to the COVID – 19 pandemic, individuals were unable to travel. The campaign #ReasonToTravel spreads the message that it is time to travel again and aims to rekindle the desire to be on the move.”

To understand this communication better, we spoke to Carlton D’Silva, co-founder, House of Awe, who remarked, “It’s really strange to see an ad out for a travel brand because let’s face it … The skies are really not open.” He further said that when it comes to the ad, clearly it’s quite fake… “get everyone to a single location, everyone gives a good reason to travel and then pepper it with a few ridiculous ones … and oh not to forget we are oblivious of the pandemic cause there is not a mask in sight even if it’s in a working environment!”

Granted its an ad and we need to see them speak but then in times like these what is the message we are sending? “They could have done the same in a closed environment but they chose to make this ad in a working environment with people around. Bad choices all around,” signed off D’Silva.

The post Yatra.com Unveils New Digital Campaign #ReasonToTravel appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

The first two ads show a family where members are concerned about their grandmother’s skin condition and discusses about it in a hushed tone. The elders of the family that is the parents suggest a cream that is lying in the home instead of getting a doctor consultation it is then that the daughter steps in and says, “Since it’s the matter of (my) grandmother’s health, shouldn’t we ask the experts?” She then suggests video calling a doctor on Practo.

The second ad in the series features a mother-son duo, the mother in the ad can be seeing talking to her yoga teacher about her son’s stomach pain, on the further discussion when the teacher asked her about the treatment she said that she is thinking to get him medicines from the local pharmacy. The teacher does not agree with her and asks her to get a doctor consultation from Practo.  It’s quite interesting to note here how far things have changed from booking an appointment via calls to consulting a doctor, we all have come a long way. Video calling although not new for Indian customers is a different experience altogether.

The same goes for Practo as well which was once a delivery search platform for healthcare specialists who offered phone consults and bookings, and now it has entered into a video call for doctors 24*7.

When asked Siddhartha Nihalani, VP – products, Practo, about it, he said that Practo has been working for years. He said that the platform integrated different parts of the patients’ healthcare journey so that they could have one seamless experience, right from booking an appointment, consulting a doctor online, or in-person, getting a second opinion, reading other patients’ stories, to delivering medicines and lab tests at the patient’s doorstep.

When asked was it a challenge to onboard doctors, Niharika said that their urge to contribute has been praiseworthy as the country moves towards an all-round digital healthcare ecosystem. “We helped thousands of doctors move their practice online since the COVID-19 outbreak so that they could continue to provide regular care for their patients. Identifying online consultations was the first part of the call.”

Is there an overlap in Practo’s user base? The pre-pandemic users, who’d phone a clinic, or hospital, for appointments, and the new users the healthcare platform has onboarded during the pandemic and lockdowns. Says Nihalani, “About two crore-plus patients visit Practo every month for their various health needs. Telemedicine on our platform has witnessed a growth of 600 percent since March 1. We saw a lot of new consumers try telemedicine for the first time.”

Practo is not alone in the market it competes with many other rival apps from different hospitals and standalone clinics. As per Nihalani, many clinics and hospitals have adopted telemedicine solutions for patients by using Practo’s platform when COVID-19 cases started rising.

“The goal really is to make the experience closest to an in-person consultation by enabling real-time interaction and ensure that patients have access to a verified doctor, at all times. ETAs are as little as 60 seconds. So, more players and competition, in general, are good for all. It gives customers more choice and expands access to care.”

Spring Marketing Capital has conceptualized the two ads and its co-founder Arun Iyer says, “These are a simple and relatable slice of life films, which set the tone for Practo.”

What do you do when health issues, other than the Coronavirus, strike? It’s not safe especially for the elderly and children to step out to visit the doctor during this time, and even doctors are being careful. In such cases, one invariably resorts to home remedies, or medications we’ve heard of in the past and we talk to local pharmacists. “That was the overall thinking (for the ads),” said Iyer.

Speaking about the story of the ads, he said, “This is a situation that the world hasn’t seen before. So, we wanted to keep it as real and relatable as possible, and not vie for attention…” Iyer also said that they subtly cued (in the mother-son ad) that just as you can attend a yoga class online, you can also video call a doctor.

On the messaging, he had this to say, “Practo video consultation: the right call for your family.”

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