MediAvataar's News Desk
Havells has made a name for itself by being one of those few brands with novel marketing communication in seemingly undifferentiated and unexciting categories. Known for taking brave departures from the way the brands in the categories communicate, Havells has carved a distinct space in the minds of consumers. Now, in a refreshingly new campaign conceived by Mullen Lintas, the brand repositions itself with a message 'Saath Ki Life, Sukoon Ki Life' (meaning 'living together, peacefully').
Amit Tiwari, Vice President, Marketing, Havells India Ltd said "The home appliance category has seen the entry of many new players as well as existing players ramp up their efforts to target consumers aggressively. In this competitive market scenario the need of the hour was to position the brand as an excellent solution provider, who not only provides great products but actually helps them with their household work. I believe the campaign captures the essence of Havells as a brand beautifully and will help consumers connect with the larger proposition of deeper into homes."
The campaign idea reflects the changing times where the responsibility of household chores is happily shared between the couple. The film shows how couples, in building their warm nests, shed their 'traditional roles' and just do everything together, leading peaceful lives. A beautiful song sung by popular playback singers Amit Mishra and Nikita Gandhi adds flavour to the film, giving it a 'Bollywood-ish' feel. The music and lyrics of the song make it a catchy one. To maintain relevance, separate films were shot for south-Indian regions.
Commenting on the campaign, Amer Jaleel, Group Chairman and Chief Creative Officer, MullenLowe Lintas Group said "Usually electronics and appliances brands are going for typical aspirational values. The family in the ad should look upmarket, the home needs to have a particular class to it, we need to up-pitch our brand in relation to the competition. Refreshingly Havells is anything but typical! We decided to be aspirational but emotionally. So the brand is now repped by a couple right at the beginning of their life together and Havells’ appliances form the basis of their home bond. Romance blooms by working together in a synced way is the theme of our Aadhaa-Aadhaa brand idea."
Syed Amjad Ali, President, Mullen Lintas said "The Havells home appliances category is on the growth track. It needed an idea that made the brand relevant and desirable. At the beginning of careers, the couples do not have extra help and have to do most of the household work themselves. There is also a new reality where there is equality & warmth in relationships and who believe in being equal partners in everything they do. That kind of life is aspirational and that’s what people connect with emotionally."
The campaign is being promoted online and offline.
Client: Havells India
Client team: Amit Tiwari, Arunima Yadav, Alankar Dhami
Agency: Mullen Lintas Delhi
Creative: Amer Jaleel, Sindhu Sharma, Arvind Murali, Abhinav Karwal, Anshul Nanda, Anuj Arora
Account Management: Syed Amjad Ali, Priya Agarwal, Aashiq Gesni
Planning: Ekta Relan, Someshwar Mehra
Production House: Coconut Films
Production team: Rajesh Ramaswamy, Tushar Raut, Alok Potnis
Catch the Premiere of Moonbound on 30th October 2018 at 9pm only on Discovery
Don’t miss to catch the incredible journey of India’s race to the moon
Discovery’s original documentary Moonbound is set to captivate your hearts with an extraordinary story of a team of young individuals who dreamt of paving their way up to a lunar mission. The documentary showcases the ambitious journey of Team Indus – a bunch of entrepreneurs who represented India at the $30million dollar global competition which is the largest global space competition in the history of mankind. Witness the untold story of their trysts come alive on screen as Moonbound Premiers on 30th October 2018, at 9 pm on Discovery channel.
The hour-long show captures the seven-year journey of the boot strapped start-up who dared to dream and participated in a competition that gave them an opportunity to land a robotic spacecraft on the moon to capture high-definition images. What happened next? Can they possibly meet the harsh technical demands of a lunar mission? And even so, from where will they raise the enormous amount needed to get to the moon! Pitted against several resourceful teams from across the globe, does TeamIndus stand a chance to win this race for space?
Grey Group, a WPP company, has agreed to acquire a majority stake in Autumn Worldwide, a leading independent social media and digital marketing agency, based in India.
Autumn Worldwide was founded in 2005 by Anusha Shetty and Abhay Rajankar as a brand consulting and advertising company. CEO Shetty soon saw the opportunity and proceeded to expand Autumn into a 360° social media and digital agency which provides a multitude of services, including digital & social media campaigns, influencer & blogger marketing, online reputation management, content marketing, marketing big data & insights and Command Center Management Services (CCMS).
Michael Houston, Worldwide CEO of Grey Group, said, “We are delighted to welcome Autumn Worldwide to Grey. This acquisition represents another step forward in building our borderless creativity and providing seamless solutions for our clients across platforms.”
Autumn CEO Shetty is a 20-year veteran of the communications industry. After completing her education with an MBA from TA Pai Management Institute, Shetty began her marketing career with Lowe Lintas in 1994. After five years, she joined Euro RSCG to work with the Intel brand. Two years later, she moved to Silicon Valley in the U.S. as the Marketing-Communications Lead for a start-up venture, Euclid. In 2003, she returned to India and joined Honeywell Technology, where she was named the Corporate Communications Head for APAC before she co-founded Autumn Worldwide in 2005.
Shetty will continue to head the Autumn operations while working closely with Nirvik Singh, Chairman & CEO for Grey Group Asia Pacific, Middle East, and Africa, to set the overall strategic digital growth plan for the region.
“Grey has a strategic plan to increase its digital footprint in the region. Having Autumn as our partner ensures we have a digital and social media agency with expertise across the digital landscape. They are a forward-thinking company who share our common vision of a world-class digital eco-system that will deliver only the very best to our clients. Combining creative, digital, data and technology will strengthen our presence not only in India, but also throughout the region,” said Singh.
With Autumn’s headquarters in Bangalore and offices in Mumbai and (Gurgaon) Delhi, they have over 165 employees across their offices. Their client roster includes blue-chip and local clients such as PepsiCo (all 26 brands such as Mountain Dew, Quaker Oats and others), Reckitt Benckiser Group (Mortein, Durex, Dettol, Moov and more), Samsonite, PVR Cinemas, Exide Life Insurance, Tata Salt, Raymond, Luminous and Freecharge, to name just a few.
“The convergence of consumers and mediums has already happened, and agencies need to not just reflect this thinking, but be a part of that journey. Grey's famously effective 100-year history in creative thinking combined with Autumn's 13-year ‘young’ fervour to constantly unlearn and learn across data, creativity, and mediums creates a potent agency of the future,” said Anusha Shetty, CEO of Autumn Worldwide.
The acquisition will bring additional benefits to clients of Autumn, including access to Grey Group's extensive international network as well as to offerings such as RC&M, one of India’s largest rural communications & experiential marketing service providers. They provide services such as brand launches, sales channel development, product seeding & sampling, and new market development, amongst others.
Similarly, Grey Group's clients from across the globe will benefit from the social media and digital marketing expertise provided by Autumn.
Starcom has won the media duties of Nykaa, the Indian multi-brand beauty retailer selling cosmetics and wellness products.
The business was won as part of a hotly contested pitch, in which leading agency groups participated.
Rathi Gangappa, CEO, Starcom India says, “This is a prestigious win for us. Starcom through its Human Experience approach and focus will drive powerful, data-driven communications for Nykaa, a brand that revolutionises the beauty and wellness products business. Through innovative ideas and fresh thinking and insights on the brand, we demonstrated strong media value and will help Nykaa exceed its core marketing KPI’s. We look forward to partnering with Nykaa on their expansion plans and are committed to their growth and success.”
Hitesh Malhotra, Chief Marketing Officer, Nykaa.com says, “Starcom brings in a mature team that understands the periphery of beauty and the dynamicity of eCommerce - both of which are sacrosanct to Nykaa. In a fragmented landscape where the consumer’s attention is split across multiple devices, it is imperative that knowledge of omnichannel messaging is delivered through the sheer power of media, partnerships and innovation. Starcom's valuable media inputs, experience and expertise will enhance our brand further; their hunger and startup culture of collaboration truly mirrors our own. We are confident that Starcom will help us unlock new consumer connections and will maximise returns on our media investments.”
Nykaa is one of India’s leading e-commerce companies, offering beauty and wellness products. It also has offline presence. Today, Nykaa sells over 850 curated brands and 35,000 products.
Asia's bling era is giving way to a new wave of luxury hotels embracing historic architecture and local heritage.
It used to be that Chinese luxury consumers wanted the new and the shiny, but a new generation of sophisticated, millennial travelers is increasingly seeking out the old and the authentic. Outbound Chinese tourists value local, cultural and historical experiences more now than ever before, and are choosing places to stay that offer them this, according to a recent study by Hotels.com and market research firm Ipsos. Back in China, too, heritage and ancient architecture in the hospitality industry seem to be enjoying a growing currency and appeal.
“Could history be the new luxury in China?” Lawrence Osborne asks in Travel + Leisure. “As fragments of the nation’s heritage become harder to find, their value is certainly appreciating in the eyes of a rising middle class.”
Shanghai’s latest big wave of high-end hotel openings has seen a number of properties pay heed to history and preservation. Among the most notable is the Capella Group’s Jian Ye Li hotel, an urban oasis in one of the largest remaining collection of shikumen, Shanghai’s distinctive lane houses that blend European and Chinese architecture. The hotel is housed in buildings originally constructed by a French real-estate company in the 1930s. Architectural firm John Portman & Associates was tasked with restoration for the hotel project, opened last year, and has transformed the two- to three-story former residences into 55 villas, 40 apartments, a spa, a restaurant and lifestyle shops.
While this is definitely not the first hotel brand to debut a heritage-focused property in China, it’s arguably one of the most referenced in the country’s most futuristic city. The trend towards heritage-focused properties has also become notable in the United States in recent years, as millennial travelers forgo cookie-cutter accommodation in favor of hotels (and Airbnbs) offering unique experiences with local flavor and character, or what Todd Sachse of Lodging magazine calls the “hospitality holy grail: an appealing hotel property with a memorable and defining sense of place.”
But in China, zeal for urbanization has produced endless rows of homogeneous apartment blocks in the country’s rapidly developing cities, while the government’s support for contemporary architecture creates impressive developments like Zaha Hadid’s Galaxy Soho complex and Paul Andreu’s National Centre for the Performing Arts in Beijing. Preservation hasn’t exactly been a priority, and where it has been attempted, the results have often caused heated debate.
In the last few years, however, Shanghai has been hailed for its municipal government’s preservation capabilities, and for apparent good reason. Donovan Rypkema of Heritage Strategies International told the South China Morning Post that protecting historic character and charm has economic benefits for both the city and its consumers. “When, today, cities are competing not just with other cities in their country or region, but literally every other city in the world, those cities that become more and more like other places, rather than highlighting their differentiation, are going to ultimately become less competitive,” Rypkema said.
It’s this historic advantage that lends prestige to new properties like the Bulgari Hotel Shanghai, which is part of the Suhe Creek riverside revitalization development, just minutes from the celebrated Bund waterfront area. Next to the skyscraper that houses the hotel’s Italian-designed rooms sits Shanghai’s historic Chamber of Commerce building. Built in 1916, it has been refurbished and is now home to Bulgari’s fine dining Chinese restaurant, whiskey bar, and ballroom.
The nearby Shanghai Edition hotel towers above Nanjing Road, a must-visit for shopping, in all its art deco glory. Here, the old building is “fused” to a new one—walking inside, one would hardly realize that half of the hotel used to be the headquarters of an electrical power company. The structure was built in 1929, and the hotel has successfully preserved the original brickwork, including the original window frames.
Just outside the city, one new resort getaway makes historical preservation much more of a talking point. At Amanyangyun, named one of the world’s greatest places by Time magazine this year, guests can admire thousands of old camphor trees. The trees were relocated by billionaire entrepreneur Ma Dadongfrom his hometown, a Fuzhou village that was destroyed for the construction of a new reservoir. As well as the camphor trees, approximately 50 Ming and Qing-style buildings were also carefully disassembled and relocated, and now some of them serve as suites alongside more contemporary constructions. Travelers can take part in experiences such as calligraphy lessons and tea ceremonies to enhance and complement their journey back in time.
Source: JWT Intelligence