The core audience for the dishwash category are women. They decide what comes to their kitchen. The task was to launch a new variant with a clear objective of building awareness and creating trials among these decision makers.
Being a strong degreaser, Pril enables people to create ‘us’ moments with their loved ones. To bring forth this truth to life, a real life urban couple from Hindi GEC space-Debina & Gurmeet Choudhary, was chosen to endorse the brand.
The communication not only tried to shun the age-old myth that only women work in the kitchen but also established the ‘us’ moment between the young couple who are busy coping the fast-paced life and do not get much time to spend with each other.
The communication started a lot of conversation on social media and also established a strong connect with the consumers with its campaign thought
BartanChamkeinAur Rishtey Bhi.
In order to further bolster Exo’s anti-bacterial equity; hitherto communicated through only Cyclozan, a natural anti-bacterial ingredient-Ginger was also added in Exo Ginger Twist. The creative communication brought forth the aspect that it has the best of Science & Nature to give the most effective anti-bacterial dishwash. We called it ‘Double Attack’ on bacteria.
In just 3 weeks since the launch of the communication, it has started being perceived as a clearly differentiated brand.
Exo Family. Healthy Family.
Maxo Genius Automatic is a reflection of a new age brand that offers cutting-edge solution to rampant mosquito menace in Indian households.
Contrary to the category communication codes, where a mother is the protagonist and influences the target audience; Maxo introduced a popular Bollywood celebrity Mr. Rajkumar Rao who signifies its core brand values – intelligent, innovative and effective.Rajkumar is the perceived as the flagbearer of the new wave of Indian cinema and is also known for his intelligent choice of films and innovative roles. This brand-celebrity association not only appropriated the product proposition effectively but also promised an instant connect with the TG.
The communication and choice of brand ambassador have gained good traction with the consumers.
Maxo On, Mosquitos Gone
We live in an era where insignificant mosquitoes have become a significant threat. Not just that, the mosquitoes have become smarter and stronger, making it increasingly difficult to stay safe against mosquito-borne diseases.
Maxo Genius Liquid Vaporizer was launched to effectively tackle the mosquito menace, with an 80% stronger formulation along with a calming aroma that creates a pleasant sensorial for the consumers.
Rajkumar Rao here helped in landing the credibility of the brand promise. The communication revolved around smart innovation that enabled a peaceful sleep with a calming aroma in the room.
The communication has gained good traction with the consumers.
Maxo On, Mosquitos Gone.
Our first content creation venture saw us join hands with the Ministry of Drinking Water & Sanitation, India for a 14-episode social satire TV series.
The key objective of this TV series was to highlight the issues pertaining to open defaecation in the villages, the significance of clean toilets and their maintenance, through the journey of an undercover government official who travels from village to village, checking the implementation of the Swacch Bharat Abhiyaan. And how he and his core team successfully manage to resolve various issues in an entertaining manner.
The communication was created keeping the channel’s Brand Promise-Filmein MUST hain.
The insight was simple: Just like our lives, Hindi cinema is not the same without ‘mother’ – and what better proof of this than Bollywood’s most iconic dialogues with the mention of ‘mother’ in them. Imagine those dialogues with the word ‘Maa’ having been replaced with something else. We juxtaposed this thought with the end line – Maanahitoh Cinema nahi. Isliyefilmonmeinmaa must hain.
The insight was simple: Washing clothes is a chore enjoyed by none and therefore every homemaker keeps yearning for ‘effortlessness’.
Ujala Detergent powder with IDD (Instant dirt dissolvers)instantly melts the dirt away, thus reducing the effort drastically, resulting in relaxed state of mind and happy moments in relationships.
The campaign has helped Ujala Detergent become a market leader with 16% MS (mid-premium detergent segment) in Kerala.
An innovation in the post-wash category: Ujala Crisp n Shine
The insight for the communication was simple yet powerful: In the world of snap judgement, your lousy, unkempt clothes cast a negative impression on others, often making you lose opportunities.
Communication for Ujala Crisp & Shine highlighted the above-mentioned insight effectively and how South Indian superstar SURYA, the brand ambassador, exhibits the power of the executive look i.e. perfect form, perfect shape, and perfect crispness of formal attires. The campaign led to the brand’s success in the Kerala market and is now being extended to the Tamil Nadu market. The second leg of the campaign is underway.
Get the Power of the Executive Look.
On one hand, we had mothers who were aware of the importance of protein in their child’s diet, and on the other; they had a lot of confusion in identifying the right food with the highest source of protein.
Being the category leader, Nutrela decided to resolve this confusion and bring in clarity. It was decided to smartly quantify the amount of protein in Nutrela Soya chunks and coin it the ‘Dhakad’ (strength) protein’ with 52% protein, the highest source of protein. The communication scored very well in the brand track study.
The campaign’s theme was
Healthy Rehna simple Hai
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Novirus Mist Gard
Video
True San
True San
True San 02
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Novirus 03
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Novirus 02
Novirus 02
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