Draftfcb Ulka creates new campaign for 99acres ‘Sochna Bhi Mat’

Released on 12th Jan, 2013

99acres.com is India’s leading real estate portal. The site features a large database of properties catering to the length and breadth of the country.

Its launch campaign created by Draftfcb Ulka was focused on establishing 99acres.com as the one place to log on to for the best properties and deals. With time however, a plethora of new entrants have entered this space. Therefore the task of the next phase of communication was to showcase the various possibilities that the site offers in terms of buying, selling and renting properties.

Draftfcb Ulka’s latest campaign therefore brings this message to life is an engaging manner which not only resonates with the young audience but also entertains them.

Creative Director, Draftfcb Ulka-Delhi, Sanjay Sharma talking about the campaign says “It’s a topical thing. Everyone is talking about rent, buy and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”
The TVC uses an interesting set-up of a young man meeting his prospective father-in-law. With a healthy dose of humour weaved in, the film plays up the true life insight that a father’s foremost concern is whether the man proposing to his daughter owns a house or not. The commercial goes on to show the protagonist winning over his difficult to please father-in-law with the help of solutions provided by 99acres.com.

All three offerings from 99acres.com have been intricately woven into the script to highlight the gamut of services. The communication very effortlessly puts across the message that 99acres is the place to go to when looking for properties to rent, buy or sell. ‘Sochna bhi mat’ is a key line used and one gets to see different connotations of it in the film. Hence the brand would continue with the theme of ‘Sochna bhi mat’ across other mediums as well, playing it up differently depending on the possibilities attached with each medium.

Chief Operating Officer Draftfcb Ulka Delhi, Sanjay Tandon feels that “One of the important aspects of online brands is the need to project differentiation through brand personality. A charming insight coupled with a delightful storyline helps progress the brand 99acres.com in this short film.”

CREDITS:

Client: Info Edge (India) Limited
Brand: 99acres.com
Creative: Mr Sanjay Sharma
AD Agency: Draftfcb Ulka, Delhi
Servicing: Mr M N Damodaran, Ms Nidhi Agrawal, Mr Harshit Arora
Film Production Executive: Mr Mazhar Khan
Production House: Boot Polissh Films
Director: Mr Siddharth Sikand

Asterii Analytics confirms Salman Khan is the King of Social Media

Mumbai: Zee Cine Awards now in its 13th year just concluded its award ceremony this year. The awards function was held on the 6th of January 2013 at Yash Raj Studios.
This year Zee Cine Awards partnered with Asterii Analytics to finalise the top 3 nominations for a new category ‘Best Use of social Media’; a category that honors celebrities for the best use of the various social media vehicles. This category debuts this year and the super star Salman Khan won it hands down.
The rigorous research by Asterii Analytics indicated that Salman Khan had 7,408,859 fans on Facebook, 3,188,226 followers on Twitter, 60,567 videos on Youtube, 577,919 followers on Twitter fan clubs, 757,057 fans on Facebook fan clubs and 2,774 followers on Google+. The other nominated celebs in this category were Shah Rukh Khan and Amitabh Bachchan.
Today the most influential stars are those who connect with their fans, tweet, blog and post pictures and videos on various social media platforms. To give impetus to Bollywood’s rising enthusiasm and fondness for social media Zee Cine Awards this year pioneered this new category “Best Use of Social Media”. Selecting the top 3 nominations was quite a task.
Asterii used over a dozen different specialized tools to crawl millions of blogs, Facebook pages and tweets. The process went beyond the standard likes and followers analysis. The Asterii Model used a 4 stage process to weight the buzz and took into account fan power. Every precaution was taken to ensure that the process was not just fair but also statistically validated. The Asterii Analytics toolkit evaluated the entire gamut of social media activities undertaken by Bollywood stars right from their strategies, to the maintenance, updates and inputs. The team at Asterii Analytics followed over 30 stars, out of which 3 were nominated in this category.
Commenting on this initiative Mr. Niteen Bhagwat CEO Asterii Analytics said “The analytics team used some of the most sophisticated tools to do a comprehensive analysis in near real time. Millions of mentions were analysed by a team of 5 analysts in just under a week. The answer just confirmed what millions of Salman Khan fans already know. He is the king of the real world and also the virtual world.”
Mr. Akash Chawla, Marketing Head National Channels ZEE Ltd. said, “ZEE TV lays a lot of emphasis on social media in all its marketing campaigns. We have done a lot of initiatives that has set benchmark in the industry and has helped us connect with our viewers one on one. For Zee Cine Awards this year, we partnered with Ernst & Young to tabulate the lakhs of votes that we received from the audiences basis which we honored all actors in the popular award categories. Similarly, we got on board Asterii Analytics to authenticate the ‘Best use of Social media’ category. Asterii Analytics lent credibility to this particular award by giving us an in-depth understanding of the popularity of various actors in the social media space and Salman Khan emerged as the undisputed winner.”
About Asterii Analytics:
A marketing analytics company, Asterii Analytics, an arm of Draftfcb Ulka has a 50 year heritage of helping create brand wealth for its clients.
A deep understanding of the consumer and an ability to unearth meaningful insights is the advantage that Asterii offers. The Asterii team has years of experience in helping build some of the biggest brands in the country, experience that is invaluable when it comes to seeing patterns and meaning in the seemingly infinite amounts of data.
The Asterii solutions toolkit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand. The entire array of solutions and capabilities are supported with monitoring solutions and reporting solutions that can give near real-time inputs on your marketing programmes.

Asterii is part of a global network of over a 150 analysts who are doing state -of -the -art work in marketing analytics.

Tata Docomo and Draftfcb Ulka ensure that incomplete stories are a thing of the past

Draftfcb Ulka has launched the latest TVCs for Tata Docomo around the unlimited plans product. Unlimited plans till now a feature only for postpay customers has now been extended to prepay customers as well. The move comes from a strategic intent of making the brand relevant for the high value prepay customers. Though unlimited plans have existed in the market predominantly on data, but there is always a speck of doubt that comes with the word unlimited. Because unlimited always used to come with hidden conditions. Tata Docomo in continuance with its refreshingly different approach has liberated the consumer from the conditions that used to limit an unlimited plan. Therefore creating a whole new paradigm of unlimited plans that are truly unlimited.
The strategy was to play ‘unlimited’ as the next big card for the brand to present it as Tata Docomo’s way of life when it comes to telecom. The telecom category as viewed by the customer is infested with complicated tariffs, conditions on tariffs, riders on the conditions etc, leaving the customer perpetually wondering how much a call actually costs or what the bill would look like at the end of the month. The unlimited plans from Tata Docomo is a step towards liberating the customer from these worries of billing and tariff details. Thereby enabling the customer to enjoy unlimited benefits for a month by choosing the unlimited plan.
Ritesh Ghosal, Head – Brand Marketing, Tata Docomo says, “Unlimited benefits without the imposition of conditions is fresh paradigm in the category and we believe that played the right way, unlimited products can add a tremendous boost to the growth of the brand.”
The communication challenge for Draftfcb Ulka was to pitch Unlimited Plans on a consumer proposition that the consumer could easily connect with at a life level. In terms of the product promise it is about the abundance of entitlements that unlimited plans bring to the consumer’s life. But the communication idea emanated from the insight that ‘People get irritated when a good story gets interrupted’. Whether they are conversations or anything else, people generally hate it when things are left incomplete. And therefore the promise of the brand that emerged was to help complete every incomplete story in life with Unlimited Plans.
Vasudha Misra, Sr. Creative Director, Draftfcb Ulka, says “The idea was to imagine all conversation as stories. And just as any break in a story - like during a TV show or a film - irritates the hell out of us, so does a break in conversation in real life taking place over the phone or the net. Thus, unlimited plans equal break-free conversation.”

Sridhar Iyer, Sr. Vice President, Draftfcb Ulka, says, “In this campaign we’ve played the word unlimited in a refreshingly different way steering the viewer away from suspicion and cynicism which is normally associated with this word and yet hammered home the product message strongly.”
A series of 5 TVCs has been created that brings to life the proposition of Unlimited Plans. A full blown 360 campaign has also been rolled out that aims to create a surround for the consumer and make the product stick to the consumer’s mindspace through powerful contextual messaging.
Unplugged Moment: The actor playing the protagonist in the knife film who thought he looked cute and lovable got a shock of his life after he saw his sinister avatar on the monitor at the set.

Team credits:

Creative agency: Draftfcb+Ulka
National Creative Director: K.S. Chakravarthy (Chax)
Creative Team: Vasudha Misra, Deepika Chauhan, Murtaza Said
Account Management Team: Sridhar Iyer, Sudipto Poddar, Rohit Ahuja, Bhaswati Bhattacharya
Account Planning: Siddharth Grover
Agency Producers: Alpa Jobalia, Mazhar Khan
Film Production House: Footcandles
Director: Ayappa

IndianOil – ‘Add SERVO. Add Life.’ TVC – Media Release

Mumbai, 24th July’12- SERVO, from IndianOil, is the brand leader in lubricants in India and has been conferred the “Consumer Superbrand” status by the Super Brands Council of India for many years now. Recognised for its brand leadership by the World Brand Congress and as a Master Brand by CMO, Asia, SERVO has now carved a significant niche in over 20 countries across the globe. The latest in SERVO’s arsenal are premium synthetic engine oils for use in two wheelers and four wheelers.

With over 1000 commercial grades and over 1,500 formulations encompassing literally every conceivable application, SERVO serves as a one-stop shop for complete lubrication solutions in the automotive, industrial and marine segments. Recognised for cutting-edge technology and high-quality products, SERVO is backed by IndianOil's world-class R&D and an extensive blending and distribution network.

The new TV commercial created by Draftfcb Ulka celebrates this unique position of SERVO by literally bringing to life its tag line ‘Add SERVO. Add Life.’

The TVC captures this thought through a simple treatment. The film starts with the sleepy boy accidentally dropping his SERVO branded stumps. It then goes on to show how the fallen branded stump rolls on to touch the boy’s stationary toy car which immediately comes alive energized with SERVO brandings and sets it in motion… This motion is then transferred to the boy’s stationary toy bike and finally to his toy truck which too come alive with SERVO branding and starts moving as soon as the previous vehicle with SERVO branding touches it… Finally leaving the boy pleasantly surprised to see his car’s wheels in motion on waking up …

The film has been created using a combination of an actual shoot and computer graphics to give the ‘coming to life’, an exhilarating feel.

Haresh Moorjani, Group Creative Director, Draftfcb Ulka, says “It’s a simple idea to bring alive the brand’s umbrella promise – ADD SERVO. ADD LIFE. Every time a vehicle is ‘energised’ by the touch of SERVO, magic happens as the stationary vehicle begins to roll. Thereby communicating the very essence of the brand- ADD SERVO. ADD LIFE.”

“In the clutter on television today, a simple, yet relevant execution using a normal day incident and connecting with cricket in a very endearing manner, will aid the brand stand apart distinctly and help forge a strong bond with the consumers. As a brand leader SERVO does not really have to try too hard to communicate the rational benefits” says Nitin Karkare, Chief Operating Officer, Mumbai, and Draftfcb Ulka.

Says Mr. N. Srikumar, IndianOil’s Executive Director (Corporate Communications & Branding), “SERVO has been maintaining its leadership position in the fiercely competitive lubes business with support from an extensive infrastructure and best-in-class R & D and technical services backup. In fact, in the automotive lubes segment, SERVO has been outpacing industry in growth numbers by clocking a CAGR of more than 5% over the last five years. Deft use of cricket, which is the passion of the country, has only helped reinforce the brand promise of ‘ADDING LIFE’, every time SERVO is Added (touched). Both the rational and emotional strengths of the brand have been subtly but intelligently captured using the toy vehicles and the kid.”

IndianOil is India's flagship national oil company with business interests straddling the entire hydrocarbon value chain, from refining, pipeline transportation and marketing of petroleum products to oil exploration, petrochemicals and gas marketing. It is the leading Indian corporate in the Fortune 'Global 500' listing, ranked at 83 for the year 2012, the highest ranking by any Indian corporate.

CREDITS:

Agency: Draftfcb+Ulka
NCD: K S Chakravarthy
Creative team: Haresh Moorjani, Mehul Patil, Ranjit Debnath and Jitesh Ramakrishnan
Client servicing: Nitin Karkare, Ruta Patel, Binoy Sinha and Neville Suraliwala
Films coordinator: Alpa Jobalia and Vikas Malhotra
Production house: ‘No If No But’ Films
Producer: Rahil Merchant / Raghuvendra Iyer
Director: Atul Manjrekar

Santoor Glycerine – clear case of mistaken identity

Santoor, the 3rd largest soap brand in the country, re-launches its Glycerin variant. The new Santoor Glycerin soap has been specially formulated to cater to the needs of women who have to face pollution and a variable climate. With the known goodness of glycerin combined with the added benefit of Vitamin E, Santoor Glycerin naturally moisturizes the skin and repairs damaged skin to give soft moisturized skin.

The new communication, though different, continues to resonate with Santoor’s larger promise of younger looking skin .According to Indira Das, Creative Director, DraftFCB +Ulka, Bangalore, “Our challenge was to substantially differentiate the communication from the mother brand but at the same time maintain the overriding promise of Santoor.” After much observation and research, DraftFCB + Ulka zeroed in on the fact that women yearned for skin which was as soft as a “little girl” and the new communication was born out of this insight

The TVC is set in a bedroom on a lazy Sunday morning and the protagonist’s daughter is trying to wake up her father. The protagonist after her bath realizing that her husband has still not woken up despite many attempts by her daughter tries to wake him up. At this point the husband sleepily pinches her cheek and mistakes it to be the daughter’s. The communication emphasizes the end benefit of the new variant, i. e, soft childlike skin and also satisfies the proposition of the mother brand communication of “Mistaken Identity”- only this time it’s her husband who is mistaken.

Cerdits:

The film was shot by Milestone films in Mumbai.
National Creative Director: K. S. Chakravarthy
Creative Team -: Indira Das, Haresh Moorjani, Siddhi Desai
Servicing Team - : Biju Kurup, Syed Imran
Planning Team: Eric Rodricks, Riya Ninan
Production House and Director: Milestone, Shiraz B.