New Advertising Strategy For Hershey

To better capitalize on changing consumer and media trends, The Hershey Co. has hired Arnold Worldwide and expanded its relationship with North Castle Partners, shifting away from Ogilvy & Mather and DDB.

Hershey appointed Arnold Worldwide to create fully integrated advertising and marketing programs for its core chocolate brands, including Hershey's, Reese's, Hershey's Kisses, Take 5, York and Kit Kat. Arnold is known for building brands through multi-faceted programs that include broadcast, print, design, interactive, direct, promotions and public relations.North Castle Partners will provide fully integrated marketing programs for all of Hershey's refreshment and sugar confectionery brands, including Ice Breakers, Twizzlers and Jolly Rancher; key snack brands, including Hershey's Cookies and Snack Barz; and the newly acquired Scharffen Berger and Joseph Schmidt premium chocolates brands."In recent years, Hershey's marketing strategy has delivered consistent marketplace results through extensive innovation and seamless, experiential marketing programs," said Tom Hernquist, Hershey's senior vice president, president U.S. confectionery. "The changes we are implementing will help Hershey further build its brands and drive growth by connecting with consumers across a full range of touch points and media, including the Internet, public relations, consumer promotions and interactive communications."

by Publication: convenience store news Date: Thursday, October 6 2005

"Get Charged" - Hindware's new brand communication does it

With the tagline "Get Charged" Hindware, the unprecedented market leader in sanitaryware has rolled out its new commercial aiming to build an emotional cord between the brand and the customers.People spend millions of rupees on interiors, exteriors or paints but when it comes to designing a bathroom people seem to compromise, despite the fact that a bathroom is the most essential part of your home. "Get Charged", the all new brand communication of Hindware talks about that exclusive space, a person needs for himself in today's busy world. The Campaign has been conceptualized keeping in mind the hectic schedule people have in today's working scenario. The new commercial aims to make people feel that a bathroom is an exclusive place in the house which is away from all worries and stress of life and where one can relax, think, unwind and rejuvenate his senses to get charged for what life brings ahead. The communication effectively motivates people to rejuvenate themselves at their own home in their own space and time. Team Hindware is confident that this powerful theme will garner consumer focus and establish brand resonance in customer minds as this new theme is universal in its brand appeal and transcends different target audiences. In today's fast-paced and ecologically tough environment, take the time to relax your mind, body, and soul with high quality whirlpools and bathtubs offered by Hindware. In the words of V Krishnamurthy, Head Marketing, Hindustan Sanitaryware & Industries Ltd. (HSIL), "today, a bathroom is not a just small cubical part of any home; it's an attitude of the people who live in that place as well as a relaxation place people are looking for rejuvenation. At the other end of the scale you've got people using the bathroom as a wellness centre, but wellness in terms of renewal ? they want to work upon the body. So you've got hydrotherapy happening in the bath using jets, you have massage showers - you have quite full-on bodywork happening in the bathroom." "The new brand communication of Hindware simply redefines the spaces by making them the most exclusive place for distressing and rejuvenating life," concluded V Krishnamurthy.

By NDTV Profit Copyright 2008.

Limca resorts to OOH for ad campaign

MUMBAI: Limca, a beverage under the varied range of goods provided by Coco-Cola India, in association with the Truck Owners Welfare Society has come up with an advertising campaign. The campaign will use Out-of-Home (OOH) media to reach out to consumers around travel channels.
As a part of the agreement around 1000 trucks traveling across highways will sport variety of truck art like "Limca - fresh ho jao", "taaza ok please", "taazgi disha is taraf" and "13 mera 7 taazgi ki baat". Furthermore hoardings reading "freshness ka akhri stop- Limca", "taazgi disha is taraf- Limca" etc. are going to be placed on highways and dhabas as a promotional strategy deployed especially for the north Indian regions.
Coca-Cola India VP-marketing Venkatesh Kini said, "The Limca- fresh ho jao communication for the summer is all about the need to stay refreshed while traveling. The challenge was to break through the clutter and innovatively communicate this unique proposition. That is when the whole idea of leveraging Out-Of-Home media was conceptualized. The plan includes using 1000 trucks traversing the nooks and corners of India as mobile messaging media. Additionally, specially adapted communication messaging has also been developed to be put along highways and road side eateries. I am confident that the consumers would find both the Limca messaging and the medium of communication extremely appealing and exciting."
Truck Owners Welfare Society president Kultaran Singh Atwal said, "We are delighted to be a part of such a unique initiative involving 1000 trucks of our members. It is good to see due importance and recognition being given to the truck art form. Traditionally truck art has been used by truck drivers as a means to personalize their trucks and also to avoid accidents on highways. With changing times, I am glad that truck art has got its due with brands like Limca promoting its freshness message through this innovative and untapped medium."
The campaign's creative has been designed by Ogilvy & Mather.

by

Indiantelevision.com Team(15 May 2008 5:00 pm)

An Introduction To Longines

Witha long and prestigious history Longines is one of the world’s premier watch manufacturered in 1832, by Auguste Agassiz, when he moved to the Swiss town Saint-Imier; Longines has come a long way from the 18th century.

Longines has a rich history as a watch manufacturer and have made anumber of defining watches over the years which are popular amongstcollectors today. The company's tagline in its advertising is very suitable: “Elegance is an attitude.” Anyone wearing a Longines watch is justified in having an attitude, movado watches which campaign with Audrey Hepburn,Humphrey Bogart and its new ambassadors, the excellent actressesAishwarya Rai and Tatiana Patitz and the car-racing driver Pedro Diniz. Longines recognised their natural elegance and they joined Longine's’ ambassadors of elegance.

by eyefortravel.com

Advertising Strategy of Minute Maid in Sri Lanka

Minute Maid's strategy was to use a global platform but have a local appeal to our communication. For Minute Maid Orange, they tied up with one of the youth icons - Malith, who was one of the reality shows winners. We used the platform of ‘feel the real pulp (renu) as the communication and positioning strategy. There was no other product in the market, which had this uniqueness that gives the feel of fresh orange in the mouth, and hence they used this as their unique proposition. The communication helped to convey the intrinsic features of the brand. They did extensive sampling across the country so consumers could experience the product. From the response they got during the first few months it was apparent that the strategy was successful.

October 2009 Business Today Issue

ADVERTISING STRATEGY OF KITPLY

Kitply was the first branded plywood to introduce brand communication strategies in its product segment. Before Kitply entered the market, plywood was marketed and sold almost entirely as a commodity.
Kitply changed the dull marketing practices and established new rules through its breakthrough advertising. The communication focussed on Kitply’s unique qualities of being 'boiling waterproof' and this positioning was used in its advertising in films, print, outdoor as well as point of sale promotion. The campaign achieved very high recall and firmly established Kitply as a branded household consumer item.

Just like many other leading brands, Kitply has also successfully used cricket in its communication to grab the attention of customers. This strategy was almost inconceivable for wood product manufacturers before Kitply. The brand's connection with cricket through the Kitply Super Sixes campaign for successive international tournaments has created top-of-mind recall among viewers. The association with cricket heroes, like Sachin Tendulkar, who received Kitply cheques at the end of cricket matches created tremendous franchise for the Kitply brand.

GM India rolls out Chevrolet Spark marketing campaign

MumbaiGeneral Motors India has rolled out an integrated marketing campaign revolving around its mini car Chevrolet Spark, which follows the company's recent announcement of a limited period offer for Spark.The strategy takes a 360 degree approach and encompasses print, electronic, radio, digital, outdoor, cinema, CRM, showroom support, direct marketing, mall display activity and rural activation. "Our initial arsenal includes 25,000 cc of print, over 5,000 TV spots, 60,000 seconds of radio, 45,000 spots in cinemas and multiplexes, SMS blasts, etc. Further activities are planned that will leverage cross-promotions with brands that have similar quality and value propositions for the customer," said Ankush Arora, vice-president, sales, marketing and after-sales, GM India. GM India's network expansion drive for service centres is in full swing and 117 locations across India have now been covered with the state-of-the-art, customer-friendly, quick-response service points. By the end of this year, GM India intends reach out even better to its valued customers with a total of 125 sales points and 135 service outlets in place across the country. GM India is a wholly owned subsidiary of General Motors Corporation, with a state-of-the-art manufacturing facility in Halol, Gujarat. The company makes Chevrolet Tavera, Chevrolet Optra, Chevrolet Aveo, Chevrolet Aveo U-VA, Chevrolet SRV, Chevrolet Spark and Chevrolet Captiva for the Indian market.

by Televisionpoint.com Correspondent

Advertising Strategies of Kotak Mahindra Bank

Kotak Mahindra group ad account up for grabs
Purvita Chatterjee

AFTER its AOR account shifted from Mediacom to Madison Media, the Kotak Mahindra Group's advertising account is up for grabs.
The next couple of weeks will decide the agency that will gain the coveted account which has been with Grey Worldwide since the inception of the group in 1989.
Speaking to Business Line, Mr. C. Jayaram, Executive Director, Kotak Mahindra Finance Ltd, said, "The creative account is under evaluation and the group will take a decision in the next few weeks." The move to shift both its AOR and creative account comes in the wake of the group converting itself from a non-banking financial corporation into a bank and the need thus for a new identity.
Adds Mr Jayaram, "We have invited fresh bids for our bank's account and various presentations are being made by agencies." While pitches are being made by several agencies, including Grey Worldwide, Madison Communications has decided to stay away from pitching for the account in spite of having bagged its AOR recently.
States Mr Sam Balsara, CMD, Madison Communications Pvt Ltd, "We believe that its creative account is under evaluation but we are not pitching for it."
Meanwhile, having bagged the Rs 30-crore AOR account, Madison Media is expected to develop new tools in media buying and planning, in areas like insurance and banking, which are new emerging areas for the agency as well.
States Ms Punitha Arumugam, CEO, Madison Media (West), "We will be building a response model to get a better fix on our spends. The purpose would be to end up with a plan which has an impact and is cost-effective as well." The Kotak group has also appointed MOMS, the independent specialist outdoor division under Madison Communications for its outdoor planning and buying activity.
Adds Mr Balsara, "Although media is our largest revenue earner, today it's the outdoors unit which is our fastest growing division." With almost 12 clients under its fold, the new outdoors account from the Kotak Mahindra group is expected to boost its business.
In the recent past, the Kotak group has been primarily advertising for its Om Kotak joint venture insurance company with the baseline Zindagi ki azadi while two years ago it incorporated a universal baseline for its group (Zindagi ka hisab kitab) to reach out to a new set of retail customers.

From Business Line a Financial Daily from THE HINDU group of publicationsFriday, Jan 24, 2003

Happydent: An Elephantine effort for sparkling teeth

by

Abhishek Chanda .

Happydent is at it again. After the ‘photo studio’ film, and the globally acclaimed ‘Palace’ commercial, the brand has just unveiled a commercial for one of its new variants – Happydent Wave. In the wake of the brand promise of Muskurale, jagmagale... for Happydent White in 2007, Happydent Wave comes with the somewhat poetic promise of Daaton tale, diya jale. The film, conceived by McCann Erickson, opens on a shepherd looking for his lost sheep. He comes across a herd of elephants that has found a toppled lorry full of Happydent Wave. As the elephants step on the gum, there are splashes of water, which gradually turn into a river in which the elephants swim and play. At nightfall, the elephants’ tusks suddenly start shining bright, lighting up the jungle. The film ends with a few old men sitting in the darkness and quipping sarcastically, “Jangal mein mangal ho raha hai, par gaon mein toh bijli aayi hi nahin bhaiya!” (There is no light in the village, while the jungle is shining bright.)

The film has been penned by Prasoon Joshi, executive chairman, McCann Erickson India, and regional executive creative director, Asia Pacific, McCann Erickson. It has been directed by Abhijit Chaudhuri aka Dadu – who had also directed the 2004 ‘Photo studio’ film -- and produced by Black Magic Films. The post production and CG (computer graphics) related work has been executed by the team of Reynold and Nikhil of Pixion.Thoughts behind the film
The Happydent Wave film comes almost two years after the Palace film was released. Sameer Suneja, chief executive officer, Perfetti Van Melle, reasons that the previous film had generated enough top-of-mind recall and there wasn’t need for another film. “However, for launching a variant like Wave, we required a commercial that amplifies the launch and generates further recall,” he says. The film is expected to serve the purpose of creating trials for the variant as well as reinforcing the mother brand. The Wave, according to Suneja, is among the first-of-its-kind – coated gum with a liquid centre.
For Joshi, the biggest challenge was the weight of the previous film. Added to this was the task of cracking a film for a variant which dealt with twin propositions: sparkling teeth and a liquid-filled centre.Joshi attributes the story of the film to references of Jal Krida (an act of playing in or with water) in ancient Sanskrit tales and folklore about elephants and their love for water. Exaggeration to the nth power? Joshi explains, “Since the category isn’t that involving, one needs to suspend logic and make the ad as memorable and entertaining as possible. Exaggerations and elements of fantasy work as good tools in this respect.” The satire towards the end rounds the story up. To make it entertaining and catchy, the agency opted for Chhattisgarhi folk music as the background score – one may recall that the Palace film had a touch of Sufi music.The advertising for Wave presently comprises a single TVC and might branch out to OOH also.Behind the scenes
The film has been shot entirely in Palakkad, Kerala, over a period of three days. afaqs! caught up with Dadu, who has been working on Perfetti films – including the ‘crocodile and Kajol’ film for Alpenliebe – since 2001.The team originally wanted to shoot in Bangkok or Sri Lanka, the latter for its elephant farms. However, in Kerala, they had to rely on elephants from different owners; as a result, the animals didn’t know each other, nor did they share a comfort level. Various challenges came up in managing the herd of 12-13 elephants and their mahouts (the elephant trainers). Dadu grins, “In shooting the sequence of the elephants stepping on the cartons of gum and water splashing, we had to use hose pipes, which made the elephants run away.”Again, there was a persistent language problem with the mahouts, coupled with the problem of working with timber elephants instead of performing elephants. However, Dadu is glad to have found a dream location, which had all the elements for the film -- the jungle and the lake. All the team had to do was construct a village for the final shot. The film has a lot of CG (computer graphics) work too. For instance, the shot with the elephants swimming in the lake or their tusks glowing in the dark have been modified on the edit table. For the tusks, Chaudhuri maintains that “There was a need for a tube-light like flickering glow.” For this shot, the team had to make special replicas of the tusk and replace them with the shot of real tusks on the computer. Similarly, the number of elephants was multiplied on the computer in the final shot to give the feel of scale. In certain shots, the elephants would just not cooperate, and as a result, the mahouts had to be physically present in these shots. These were also later modified with the mahouts removed.Anybody smiling?
We spoke to adland to find out what they make of this attempt. Apart from the fact that most are still under the hangover of the Palace film, this is what they had to say.Ashish Khazanchi, national creative director, Publicis Ambience, remarks, “Most creative people, if told to work on the new Happydent ad, would probably rub their hands in glee. Not me though. I’d wear dark clothes to office and stand motionlessly in a dark corner till someone else cracked it. How do you better an ad that’s the best that this country has ever seen?” He finds the copy for the new ad a work of pure genius: ‘Roshni ka matka hai, ek nadi ka tukda isme latka hai’. Apart from that, he finds it visually arresting, and feels it improves with each viewing, especially, “when you catch the villagers’ wisecracks. But then, the Palace still remains the one to beat.”Pinaki Bhattacharya, senior vice-president, strategic planning, Saatchi & Saatchi, thinks there really is no insight here and never was – it’s just a superbly exaggerated visualisation of the product truth. Coining it as yet another memorable film for the brand, he says, “To McCann’s credit, I think they have pulled off another good one. This time, though, there was the added burden of the ‘liquid inside’, which has been nicely integrated into the whitening truth – ‘roshni ka matka hai’.”

Published in Afaqs! New Delhi, June 04, 2009