d/dx (advt.)

akshay-sonakshi in new red label commercial

2012-08-30T23:06:00.000-07:00

Akshay and sonakshi are the new hit jodi in bollywod after delivering blockbuster Rowdy rathore and are a part of soon to be released Joker and OMG!Oh My God.

Companies are cashing on the popularity of this hit pair and RED LABEL tea has got this pair for a tv commercial.

The ad is basically to convey the features of Red Label tea. Previously we had seen Anupam Kher in its ad. This time Akshay kumar is conveying the health benefits of red label tea.

In the ad, Akshay is ignoring Sonakshi for Red label tea.When Sonakshi say that too much tea is not good for health, akshay says that its not him but the whole of india that believes this.

Red label has come up with a unique idea of giving a mobile no.(9004666666) on which people will call and give the proof to sonakshi.

I called on this no..its a recorded msg in d voice of sonakshi sinha.

All in all, its a good step to have popular pair of bollywood tio endorse your brand.

The Red Label Health Challenge is a part of Red Label’s long standing effort to bring the goodness of drinking tea to the fore. Through this campaign, the brand is highlighting the health proposition in a unique way by engaging with consumers.

The Red Label Health Challenge Campaign" is being conducted from 1st July, 2012 to 31st October, 2012.

The initial response has been tremendous with more than 1 million calls registered in the first month!

jo tera hai vo mera hai-airtel

2012-08-28T04:34:00.000-07:00

Yesterday i was talking to a friend of mine over n/w problems of various mobile operators.My friend said-airtle ka n/w baley hi useless ho lekin ads mast banate hain.

True. The creative team behind Airtel's JO TERA HAI VO MERA HAI concept has done a fabulous job.The advertisement was launched on the eve of friendship day.Airtel has tried to target the youth. The first jingle-based campaign has struck the the right chord with the youth and that is why they decided to come up with another.

The current campaign reflects the brand's insight on friendship - that it is all about sharing.
"The all new 'Jo mera hain wo tera hai' theme depicts this very insight and how in today's day and age, friends share every thought and update with one another and that a lot of this sharing often happens in the online world,"

'Jo mera hain wo tera hai' has becume a new friendship mantra for youth.

Besides the film, the campaign will be seen on outdoor, radio, print, digital and cinema.

Jo Mera Hai Woh Tera Hai Song Lyrics

I, me, myself… boring hai
'us' and 'we' interesting hai
Internet hai toh friendship hai
Friendship hai toh sharing hai

Jo mera hai woh tera hai
Jo tera hai woh mera [x2]

Hey! ungliyon se mujhe drag kar le
Hey! Hey! Hey! Hey!
Mazey ke har pal tag kar le
Hey! Hey! Hey! Hey!

Mera nashta tera cup-plate ho
Feeling teri mera update ho
Jokes pe mere wink bhej de
Jaaye tu jahaan mujhe link bhej re

Jo mera hai woh tera hai
Jo tera hai woh mera [x2]

Jeb teri mera kharcha ho
Hey! Hey! Hey! Hey!

Blog mera tera charcha ho
hey! hey! hey! hey!
Main aur tu se hum bane
Hum se bane hum sab
Sab se jude toh zindagi
hey! zindagi wassup!

Tera bike mera hike
Tera post mera like
Tera sur mera geet
Tera gossip mera tweet
Padhoon har ek look
Tera face mera book
Mera sukh tera sukh
Tera dukh mera dukh

Jo mera hai woh tera hai
Jo tera hai woh mera [x2]

WHAT IS YOUR ACTION BY BLACKBERRY

2012-08-27T03:13:00.000-07:00

BlackBerry has launched a campaign to promote its newly launched red icon or the 'Splat', the symbol for action. The idea stems from the understanding that BlackBerry is an enabler of action. Conceptualised by BBDO India, the television commercial showcases various situations and people ranging from a child who is ready to eat a piece of cake to a working woman ready to take a break, and a man who says that he is ready to jump from a flying aircraft. Through vignettes, the campaign establishes that every action taken by its users speaks its own language through the 'Splat' symbol. It is further promoted through the message, 'Action starts here'.

bizarre advertisement...cudnt believ it

2011-04-15T23:26:00.000-07:00

Juicy Fruit, Sarah Silverman and serenading Unicorn: bizarre new advertising

i hv seen so many advertisements but none of them has been lik this.It really is a bizarre adverisement.
I don’t understand is how some weird, bizarre stuff as advertising gets lapped up by consumers – going by the view count of these ads on YouTube.

there is no mention of the product.has the world changed the concept of advertising.

what does this have to do with chewing gum?. In general I prefer creative ideas that keep the product idea at the core – be it in a :30 ads or a video meant for online consumption. Sure, entertainment is key and the videos must have a pass along value but do we really have to rely on serenading unicorns and kinky stuff? Is this the new advertising?Shudder. Definitely not. India is yet to see the likes of this and I am happy for that.

source:-bhatt naturally

Can Ranbir Kapoor do it for DOCOMO

2011-04-08T23:02:00.000-07:00

Tata Teleservices Ltd (TTSL) mobile GSM brand Tata Docomo (Docomo) announced Bollywood actor Ranbir Kapoor as its brand ambassador.
Docomo’s new campaign ‘Make it simple, silly’ featuring Kapor will kick off tomorrow and run through the 50 days of the fourth season of Indian Player League.

Kapoor is the first brand ambassador that Docomo has signed on since it started operations and his tenure initially will be for two years, revealed sources at Docomo.

The brand is targeting the youth segment and Kapoor is a perfect fit for this. Says Docomo Hub Head South Yatish Mehrotra, ”Tata Docomo is an inspirational brand and so is the charm and personality of Ranbir Kapoor, India’s young and fastest rising Bollywood icon.”

The ‘Make it simple, silly’ campaign created by FCB Ulka will be present across all mediums including, television, print, outdoor, retail front, social media, etc. Six 30-second ‘stand-up comedy episode’ spots as well as 20 second will hit the television screens. More episodes are likely to follow as IPL-4 progresses. Docomo’s plans include national and regional television. Media buying is through Lodestar.

Source:Indiantelevision.com

VIP.............New Positioning

2011-03-22T11:16:00.000-07:00

VIP
VIP is a major Indian brand of suitcases and bags. VIP has seen its ups and downs.with the growing market and with the entry of various competitors in this market VIP needed to reposition itself.

VIP has seen many competitors but just like LIC maintained its market share among various private players,similarly VIP has also maintained its market share.

There is tough competition from American Tourister which is aggressively marketing itself in India.The market of suitcases and bags has seen a tremendous growth in India.one of the prime reasons for this has been the increase in number of people who go from one place to another due to their work commitments.

To compete with American tourister VIP has brought out a new television commercial that shows the various functionalities of its bags.It has used airport in its commercial.This is because VIP wants to position itself as a brand that is not only suitable for domestic traveling but also for international travels.

salman and dew

2011-03-05T05:51:00.000-08:00

D-Dabangg and D-Dew

Pepsi Co's non-cola drink Mountain Dew has come up with its latest advertisement wherein it has roped in bolywood actor Salman Khan.

Savvy marketing managers link their brands to events,people,symbols and styles that appeal to their target “tribes”.

Dew has always used the fear factor to position itself.Its tagline “Darr ke aagey jeet hai” has been very famous among the youth. The target group for Mountain Dew has always been youth.
This time Mountain Dew has used Salman Khan to present the fear factor.It can be recalled that Salman Khan’s latest movie Dabangg has been a super hit.Dabangg in English means fearless.Besides there is no doubt that in the whole of bollywood salman khan is the most hit among the youths.

A company can’t use any bollywood actor for its product.The brand personality must match with the personality of the filmstar. So salman khan matches perfectly with Dew.

Vodafone...perfect timing

2011-03-03T05:22:00.000-08:00

In my previous article, I talked about the Zoo-zoo concept that the Vodafone has used again and the coming soon thing that we used to see at the end of Television commercials. For example:-Two zoo-zoo talking to each other and we see “Dream or Reality”? coming soon

Dear O dear, Vodafone has hit the bulls eye.I must say perfect timing for launching 3G services.

Vodafone used zoo-zoos to increase the curiosity and then cleared the curiosity on 27th Feb 2011, the day of the India—England match in cricket world cup 2011.India-England match touched the highest TVRs and this will surely help the Vodafone 3G. Add to it the fact that the match was close(it ended in a tie), Vodafone got the maximum possible audience.
All other companies must notice this.If any company is planning to launch a new product/offering,the day of the India-South Africa match is the best.

Till then “YOU and I” must acknowledge that it is a master-stroke from Vodafone.

Patiala House....can make it big

2011-02-26T06:52:00.000-08:00

Patiala House

Akshay kumar starrer Patiala House has got an average response from the audience.Patiala House is an underdog. The expectations are zilch, the odds are not in its favour, but the film throws a pleasant surprise. According to me the movie was good.Akshay has done a good role in this movie.However It could have made better profits if it would have been released on 25th Feb 2011 as India-England match is scheduled for 27th Feb 2011.
We always remember what Reebok did when it was losing market share. The concept of Advertisers Funded Movie was given a whole new meaning.Reebok produced the bollywood movie “Victory” which was totally based on cricket.1st time ever in the history of Indian cinema 40 international cricket players were part of the movie.
The perfect combination of the brand requirement and the movie storyline made this association larger than life.
Unaided awareness of Reebok has improved from mere 25% to 40% post campaign.

Patiala House could have associated itself with the India –England match in its promotions.It could have a song based on cricket, a fast track kind of a song.With the cricket fever at its high in India, The movie could have worked.
One idea that I suggest to the producers of Patiala House is to start working on Patiala House sequel where the young boy shown in the present movie grows up and wants to play cricket for India due to some bad experiences with English people. The movie can then be released along with a India-England series.

Vodafone....brings it again

2011-02-26T06:47:00.000-08:00

Zoozooz are back

Vodafone does it again.it has brought its famous zoo-zoo again into the limelight.
It has kept the excitement level high in the minds of the audience with the “coming soon” thing. For example:-Two zoo-zoo talking to each other.in one ad we see “UFO or Alien”? coming soon.In other ad we see “Fact or Fiction”? Coming soon.

On April 20, 2009, Vodafone Essar launched the Zoozoos advertising campaign. During the IPL-Season 2, a total of 30 different TVCs including Cricket Alerts, Beauty Alerts, Phone Backup, Chhota Credit, Vodafone Maps, Vodafone Call Filter, Live Games, Musical Greetings, etc. were aired.
All the TVCs were available both on YouTube and Twitter. For the week ended April 25, 2009, one ad on fashion tips was viewed 13,000 times on YouTube. On Google.co.in, the word 'Zoozoo,' became the third highest search word on May 04, 2009...
Vodafone’s MNP ads were also appreciated as compared to Idea as in the ads it welcomes the prospects where as Idea shows dissonance in its ads.
Can the zoo-zoos do the magic again for Vodafone.with MNP launched,cricket world cup going on and now Zoozoos back into the picture,Vodafone has got the timing right.
Till then “You and I” can only guess what is Coming soon in these ads.

Videocon...back with a bang

2011-02-21T02:58:00.000-08:00

Is this going to be the much needed jump for videocon

We always used to talk about the saturated telecom market of india.All the players in this industry have established themselves in one way or the other,so it would have been very foolish for any new company to enter this industry but thats what you call risk.

Reliance,Idea,Vodafone,Airtel,Aircel are the core members of telecom sector in india.When Videocan entered this sector everybody said that they will have to move out quickly.There were even reports that videocan is selling its stake but then Videocon had some different strategies.

At a time when other players in the segment were focusing on innovations, value offerings or are desperately using celebrities, Videocon mobile services, in its new campaign, uses the somewhat ignored, but nevertheless critical feature - signal strength.It came with the tagline-pakde life ka har signal For this, the campaign uses analogies of subtle signals in daily life, which one can't afford to miss.

The campaign, conceptualized by MWG TAG Ideation, broke in the form of two 30-second commercials, both a montage of situations portraying certain signals in life. A kid moving his bag to make space for a newcomer in the class symbolises friendship; the wife covetously looking at a piece of jewellery signals expenditure for her husband; while the son kick- starting his scooter with a long face indicates his demand for a new bike.

Similarly, situations like a young guy sharing his umbrella with a girl at the bus-stop; a kid pulling back the father by his tie; and a stylish woman stealing the show at a job interview are symbolic of one emotion or another. A VO runs throughout the ads, interpreting the subtle and not-so-subtle signals.

Then came Tata Docomo's much talked about 1p/sec offer.Seeing Tata Docomo’s Immense Success soon this became a trend for other companies.

when everyone thought that is this going to be the last offering or for that matter 1/2 p/sec was a possibility,Videocon came from nowhere and announced Zero 0 paise/sec.

Videocon introduces a brand new fresh website: www.byebye1p.com to promote their campaigning.

VMobi guys already started promoting the site through the social networking sites like facebook and twitter.

They posted on facebook:

Dear 1p/sec,

It was nice knowing you. We’ll miss you. Well, maybe!

Sincerely,

V-Mobi

Facebook’s Death Problem And The Start-Up That Seized It

2011-02-16T22:31:00.000-08:00

Chances are if you are on Facebook, Twitter or LinkedIn, you have been invited to reconnect with the dead— a friend or acquaintance who recently passed, but lives on in that ever-ubiquitous social algorithm, nudging you to write on their wall or add them to your professional network.

Social networks have had an increasingly difficult time tackling the “death problem.” According to ComScore, people aged 55 and older continue to be Facebook’s fastest growing demographic. With that aging inevitably comes dying: Some one million people on Facebook passed away last year. Based on current trends, another 50 million users are expected to die in 2015.

Recognizing their shared experience and the dearth of tasteful memorial sites online, the three quit their day jobs—Good and Huneycutt from McKinsey and Co., Adler from prestigious Portland-based advertising firm Wieden & Kennedy—to fly to San Francisco, check into the airport hotel and start cranking out code for 1000Memories.com.

Several months later they applied and were accepted to Paul Graham’s Y-Combinator program. By demo day, 1000Memories.com was born. The site allowed family and friends to upload bios, leave messages for the deceased, share photos, stories, songs and videos. The site now includes a foundation tool allowing loved ones to set up a foundation in memory of the deceased and collect donations to a cause of their choice. To avoid the ickiness of funeral home pop-up ads, the team has shunned the traditional advertising model in favor of a “freemium” approach. The site is free for all to use, but will soon include an option to upgrade, or order a book of shared photos and memories.

Today, the San Francisco start-up will announce it has raised $2.5 million in a Series A financing led by Greylock Partners. A list of premier angel investors also participated, including the always-prolific Ron Conway, Flickr co-founder Caterina Fake, Floodgate Capital’s Mike Maples, Keith Rabois, Chris Sacca and others. The round brings total funding to $3 million since the company graduated from Y-combinator last August.

heineken new campaign

2011-01-23T06:40:00.001-08:00

Heineken New Global TV Campaign

CHICAGO (AdAge.com) -- Does Heineken finally have a hit on its hands?

The import, which has struggled to find a breakthrough marketing message, is launching TV versions of its "The Entrance" web campaign, which is the second-most watched web ad in the latest Ad Age Viral Video Chart with nearly a million views in a week.

The video, in which a man charms his way into a party with over-the-top greetings, was shot for Heineken International by Wieden & Kennedy, Amsterdam. The brewer is now making it the centerpiece of its first global campaign for the Heineken brand in five years, called "Open Your World," with versions planned for the U.S., U.K., Argentina, South Africa, Australia, New Zealand and other countries.
Heineken USA is expected to begin airing the TV ads in March. Elements of the ads will also be incorporated in a new U.S.-only campaign being prepared by Euro RSCG, the importer's agency for Heineken Lager, according to the importer.

"Heineken wants to elevate our drinkers by showing aspirational behavior -- our consumer knows how to navigate the world, is confident, open-minded and resourceful," spokeswoman Tara Carraro told.

The new effort spells the end of Heineken Lager's "Give Yourself a Good Name" campaign, which debuted in 2009 and played on everyday situations, like a man seeking to win over his boss's daughter by buying them both a Heineken. The ads were started in 2009 by Heineken's previous agency, Wieden & Kennedy, Portland, Ore., and continued by Euro RSCG, New York, when it took over the account later that year. But the campaign failed to generate much buzz -- and fell way short of the "Most Interesting Man in the World" campaign by Euro that has made Heineken USA's Dos Equis brand one of the hottest imports in the states.

The "Entrance" was shot in Barcelona, Spain, and stars French actor Eric Monjoin. In the video he charms his way past an oil barron, kung fu assassin and others and ends up on stage performing with the lead singer of The Asteroids Galaxy Tour, a Danish alternative pop band, whose latest single, "The Golden Age," is the ad's soundtrack.

"With this campaign, Heineken recognizes the legend in all of its drinkers. Men who know their way around and recognize a fine beer when they taste one," Wieden & Kennedy creative directors Mark Bernath and Eric Quennoy said in a statement.

Source:www.adage.com

heineken new campaign

2011-01-23T06:40:00.000-08:00

SET WET brand extension

2011-01-22T06:21:00.000-08:00

Set Wet has extended its brand. The brand which earlier belonged to Paras Pharmaceuticals and now to Reckitt Benckiser has brought out shaving products for men.These include SetWet Shaving Foam, shaving Cream and gel, Set Wet Shaving Lotion.

The brand which started its journey as a hair gel product later came up with deodrant(Zattak)and also entered the attractive men's fairness cream market.

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity

It is the right timefor Set Wet time to go for brand extension as the consumers recall the brand very well so this will help in making it more stronger.Many brands decide to go for extension only when the brand has entered the decline stage of brand life cycle.

Right from the start Set Wet has been able to position itself perfectly in the minds of consumers.Set Wet is positioned as a 'COOL'brand that goes with the youth culture.

PERK loses its way

2011-01-22T02:22:00.000-08:00

PERK'S new rebranding strategy

Perk went for brand repositioning exercise in 2010 but i think it has failed to achieve what it wanted.
I remember the times when bollywood actress Preity Zinta used to endorse this brand from cadbury and the brand created sensation in the market.It created a new market for the waffer chocolates.
In the next phase,Bollywood actor Sharman Joshi was shown to communicate the "Take it lightly" (mood uplift) platform in a humorous way.

Watch the ad here : Tired Son ad

And now the latest.Perk Khao,Glucose Chadao. I think this campaign has created a wrong positioning for perk.It is now positioned as a medical product that helps to inject glucose.
Perk is changing its positioning frequently.However the positioning principle says that it must be consistent. So perk must quickly create a good positioning in the market before it is too late.It must also keep in mind that its competitor KIT KAT from Nestle is currently positioned better than it.

Contextual Advertising.............VASELINE

2011-01-21T21:29:00.000-08:00

Vaseline

In-text advertising can be a balm to brands. So says Vibrant, a US-based specialist in premium contextual advertising solutions, that shared with us the results from a recent campaign with Vaseline.

The firm's recent online campaign for Unilever's Vaseline Intensive Rescue brand scored in five key metrics, according to Vibrant: brand awareness and favorability; message recall; purchase consideration and share of mind against other brands.

Creating interactive custom content where the target audience (women, in particular moms) would be browsing online (such as iVillage.com), Vibrant employed in-text advertising used a scrolling section below a Vaseline-sponsored video player, encouraging users to explore the full product range.

On-screen use of hyperlinked words like "skincare," "moisturizer" and "skin conditions" was quantitatively successful:

Brand awareness – 59% uplift
Brand favorability – 8.6% uplift
Recall of brand message – 15% uplift
Purchase consideration – 20% uplift
Share of mind vs. competitors' brands – Ranked 1st

“Consumers respond well to in-text advertising as they can decide when they interact with the brand, how much information they want to receive – and initiate the communications themselves,” says Vibrant co-founder and CEO Doug Stevenson.

A panel of 200 women, age 25-45, participated in the research conducted by Dynamic Logic. Split into two groups, 100 saw the in-text advertising and another 100 in a control group did not.

“The results of the survey have proven contextual advertising is effective across key marketing criteria,” adds Stevenson.

source: brand channel