Branching Out

Nilkamal’s TVC announces its expansion in the home furniture category

Nilkamal SEAs a brand, Nilkamal needs no introduction. The name is synonymous with plastic furniture that no public gathering or function would be complete without. But did you know the brand also offers wooden home furniture? If you didn’t, the company is now making sure that everyone does with its all new campaign. The ad that aptly says ‘Ab Plastic Furniture Se Kahin Zyaada’ showcases the range of Nilkamal’s wooden home furniture.

Talking about the campaign, Manish Parekh, president (Furniture), Nilkamal India says that while over the years the brand has diversified into products made of wood and steel, the public image has not moved beyond plastic furniture. “Our range of wooden furniture is retailed pan India, however the equity of plastic is very strong. Therefore it was our endeavour through the new piece of communication to create awareness that Nilkamal is not just plastic furniture but provides complete home furniture solutions,” he says. Continue reading “Branching Out”

Caramel Bliss

Cadbury 5 star’s popular duo are back promoting the all new variant

five star SERamesh and Suresh are back with their goofy antics. The endearing duo that has been the face of the Cadbury 5 star’s advertisements have returned to the small screen in a new avatar via the new TVC that promotes the chocolate brand’s extra caramel variant.

Talking about the campaign, Prashant Peres, director-marketing (Chocolates), Mondelez India, says the latest ad was in sync with the brand’s larger vision of making the product synonymous with the urban youth. “The pitch to Ogilvy was to get young urban Indians to wear Cadbury 5 Star as their badge. Our iconic brand assets Ramesh and Suresh have a lot of consumer affection but we need to continually make them more aspirational and cooler,” he says. Continue reading “Caramel Bliss”

Purely Business

IDFC Bank’s new campaign BankingNibhao focuses on delivery of quick banking solutions

IDFC SEDo customers need a friend or a banker? While banking ads are currently promising to be a friend, philosopher and what not, the need of the customers is an efficient banker. The new BankingNibhao campaign from IDFC Bank attempts to convey the same, reiterating their position as the ‘Bank of now’.

The objective was to place the customer’s needs in the centre and create appropriate solutions such as swift account opening, seamless management of saving and current accounts and provision of banking at ration shops in rural areas says Rajiv Lall, CEO, IDFC Bank. “The customers’ requirements today have evolved and this reflects in their expectations from a bank. Hence, we have taken a differentiated approach – one that is focused on solutions and customer convenience,” he says. Continue reading “Purely Business”

Back In Action

‘Only Vimal’ is back after eight years with a new TVC to woo youngsters

Only Vimal SEWhat do Vivian Richards, Allan Border and Kapil Dev have in common? Three things— they were captains of their respective teams, world cup winners and were featured by Reliance’s textile brand, Vimal in their ads during the cricket World Cup in 1987. The brand, well known for its star-powered campaigns, is now back to claim its space on Indian television after 8 years with an all-new campaign targeting the young buyers.

Interestingly, unlike the brand’s previous campaigns the new TV series is more product-based. This change in representation is part of the company’s makeover to make Vimal more relatable to the younger generations says Vivek Mehta, head-marketing, Reliance Textiles. “Vimal is positioned completely on innovation and technology, this in itself is a unique thing. We represent the ‘Man of action’ much like the youth today, who handle multiple roles in life with comfort and ease, “ he says. Continue reading “Back In Action”

Affordable Luxury

ShopClues reiterates its ‘pro-money’ positioning with its latest commercial

Shopclues SEWe Indians love to bargain. The more we get the seller to lower the price, the better we feel about the purchase. This is the emotion that ShopClues’ new ad exploits — our love for ‘value for money’.

The objective of the campaign was to reiterate the brand’s affordable luxury tag with the new age millennial says Nitin Agarwal who heads marketing at ShopClues. “Even if they are short on money, they aspire for and get the best by being smart with their money. We want to be synonymous with that sensibility,” he says. Continue reading “Affordable Luxury”

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