Manza Club Class – Membership is open.

India’s favourite car maker Tata Motors unveiled a new version of their next generation sedan, the Manza, on 16th October, 2012 and Draftfcb Ulka conceptualized and executed its multi-media launch campaign.

With the new Manza, Tata Motors has once again reset the bar. This introduction will change expectations for sedan buyers in the country with its plush interiors and state-of-the-art technology features as well as an Infinity Contrast roof and new 8 Split-spoke Alloys, making it the most premium sedan in its class.

Taking forward its luxurious lineage, the new Manza has been positioned as ‘The Club Class Sedan’, to build brand aspiration and elevate the sedan as the ultimate in style and luxury.

The TV campaign created by Draftfcb Ulka, shows a young couple inside a club and draws a parallel between the experiences of an elite club with that of the new Manza. The analogy brings alive the new Manza’s contemporary styling, its tastefully designed interiors and advanced features – truly befitting the title of Club Class.

Commenting on the creative brief given to the agency, Mr. Virat Khullar, Head - Sedan Product Group, Tata Motors, said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class Touchscreen Multimedia Navigation with in-built GPS, Fully Automatic Climate Control and premium Italian Leather Upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”

On the rationale behind the campaign, Kartik Smetacek, Creative Director, Draftfcb Ulka, said, “The new Manza seeks to occupy the polestar position in its category. So while the task was to announce the new news, it was also to clearly, unambiguously move the Manza to its stated new positioning – the club class sedan.”

Ranging from popular television channels, to print, outdoor and online, the 360 degree campaign endeavors to maximize the experience of Club Class at various touch points.

Credits:

Client: Tata Motors
Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy (Chax)
Group Creative Director: Kartik Smetacek
Creative Director: Devendra Mankame
Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar
Client Servicing: Kulvinder Ahluwalia, Kailash Kondath, Sneha Shenoy, Hormuz Ragina
Planning: Sunil Shetty, Mayur Kaku
Films: Alpa Jobalia, Vikas Malhotra, Mazhar Khan
Production house: 7 Films
Director: Lloyd Baptista

MakeMyTrip PR note

MakeMyTrip.com, India’s leading online travel company was founded in the year 2000 by Deep Kalra. Created to empower the Indian traveler with instant booking and comprehensive choices, the company began its journey in the US-India travel market. It aimed to offer a range of best-value products and services along with cutting-edge technology and dedicated round-the-clock customer support.
Last year they did the communication on memories unlimited which spoke about great holiday experience through makemytrip.com. This year the company realized that while the world moves towards a digitally advanced era, consumers in India are still uncertain about online booking of hotels. A research revealed that most consumers remain concerned about the gap between what is being promised and what is being delivered. The new campaign of travel solutions portal MakeMyTrip answers this dilemma of consumers through its new proposition of guaranteed 100 per cent money back on hotel bookings.
Challenges for the new commercial was manifold – Live up to the benchmarks set by the previous makemytrip.com commercials; hard enough to change the behaviour of people to book hotels through online sites. Above all to communicate the same in a humorous manner which Makemytrip commercials are known for.
TVC shows an Indian visiting one of the Asia Pacific countries. The man, who wants to eat a chicken dish, runs from one market to another in search of a roadside hawker or a restaurant. He then meets a lady dressed like a chicken, standing in front of restaurant named 'Chi Can Restaurant' holding the menu card. Finally excited to find a restaurant that apparently makes chicken dishes, the man enters and orders a dish. After a happy meal, he congratulates the chef for the tasty chicken dish. To his shock, the chef replies that the dish was not chicken but dog's meat. The TVC ends with the message, 'Jo dikhega, wahi milega' and promotes the guaranteed 100 per cent money back offer on hotel bookings.
We have created the master film in 35 sec and a shorter edit of 20 sec.

Credits

Brand : MakeMyTrip.com
Client Team : Mr. Manish Kalra, Mr. Vamsi Murthy
Agency : DraftFCB Ulka (Delhi)
National Creative Director : Chax
Senior Creative Directors : Mr. Sanjay Sharma
Creative team : Mr. Abhijeet Ray, Ms. Tiyasha Ray
Account Management : Mr. M. N. Damodaran, Debasish Das, Rachin Mahendroo
Agency Producers : Mazhar khan, Alpa Jobalia
Production House : StoryTellers India
Director : Arun Gopalan
Producer : Randeep Oberoi
Music : Ashutosh Phatak

Draftfcb Ulka creates the ‘Unleash the Hero Within’ campaign

Mumbai, October 17, 2012: In August 2011 - Hero mesmerised the entire nation with an emotionally gripping communication, announcing the launch of the new brand “Hero” and giving the nation a new chant of self-belief – Hum mein hai Hero!

A year down the line Hero is now ready with another equally compelling communication truly in the spirit of this magical and powerful insight of a – there’s a Hero within each one of us. The latest release has been dialled a step further, creating yet another gripping and exciting communication of epic proportions.

While the HMHH film was all about stoking the passion of everyone – a journey of emotions where all trepidation led to hope and then self belief and in the process created the iconic tagline – Hum mein hai Hero (HMHH), the new exciting communication will see it taking a leap in amplifying this insight in the form of an action packed blockbuster, but in an equally charming and endearing fashion.

This film is all about “Unleashing this Hero Within”.

The film portrays the story of a young man who finds action, adventure, romance all in one night as he takes on the challenges that come his way. Even in the face of insurmountable odds, the protagonist (played by Ranbir Kapoor) finds a way out, aided by the premium bikes from Hero’s stable whilst enjoying every moment of this incredible journey.

It’s a film of firsts - Ranbir Kapoor’s first appearance in a film for Hero, and his first ever performance in the role of an action hero.

His epic journey begins with an Xtreme, moves on to an Impulse, then to a Hunk and finally ends gloriously on a Karizma ZMR. The 2-minute TVC was shot over a period of five days, starting at Mumbai and then moving to Budapest, Hungary. Directed by Ravi Udyawar of RU productions, this film is sure to create a big buzz in the days to come and get etched in the memories of all who see it.

The team that created the TVC is:

National Creative Director: K S Chakravarthy
Group Creative Director: Sanjay Sharma
Creative team: Abhijeet Ray, Bharat Sharma
COO, Delhi: Sanjay Tandon
Account Management: Sharad Mathur, Deepak Verma
Production House: RU films Pvt Ltd
Director: Ravi Udyawar
Producer: KalpanaUdyawar, Ananya Purkayastha

Tata Swach uses the popular tongue twister rhyme ‘Chandu ke Chacha’ to launch its new ad campaign
The new TVC ‘Naye Zamaney Ka Chaandi’ goes on air tomorrow, highlighting the benefits of advanced silver nanotechnology for purifying drinking water

Mumbai, 16th November, 2012: Tata Swach Nanotech Water Purifier - the most awarded water purifier has launched a new ad campaign that emphasizes on silver’s antibacterial qualities. The new ad campaign showcases the advanced silver nanotechnology used by Tata Swach to enhance silver’s purification power without any use of harmful chemicals thus delivering safe and pure drinking water.

The TV commercial has been created by Draft FCB+ULKA. It will be aired on major TV channels, including high impact properties from 17th November, 2012 onwards. The campaign will be carried across television, print, radio, online and social media platforms.

Speaking about the new campaign, Mr. Ashvini Hiran, COO, Consumer Product Business, Tata Chemicals said, “Tata Swach combines technology, performance, design and convenience which makes it unique and one of the most innovative water purifiers in today’s age. The new ad campaign aims to connect with the consumers and make them aware about Tata Swach’s use of silver nanotechnology- with silver being a well known and effective purifying medium- for providing safe drinking water. The communication through this ad campaign effectively conveys that Tata Swach is a smart choice for safe drinking water.”

Mr. K.S. Chakravarthy, National Creative Director, Draft FCB+ULKA, adds “It was a bold strategy by Tata Chemicals to use silver as a product differentiator for Tata Swach. The challenge we met was to reintroduce the Indian household to the power of silver and then exhibit how Tata Swach has further enhanced its efficacy. Our film uses an alliteration of the popular Chandu ke Chacha rhyme which we are confident delivers on this objective most effectively. We hope the consumers love and appreciate the nuances of the ad. Here’s wishing Tata Swach all the success with this film.”

The Tata Swach Silver Nanotechnology has been tested across multiple institutes nationally and internationally against bacteria and virus for performance upto USEPA requirements which are among the most stringent in the world. In addition to world class technology, Tata Swach also includes user-friendly features like Tata Swach Fuse – to autoshut and auto-indicate useful life and Tata Swach Lock to ensure the user genuine products. With Rs 15 paise as the cost of purifying per litre of water, Tata Swach is amongst the most cost-effective water purifier in the world.

About Tata Chemicals Limited
A part of the over US$ 100 billion Tata Group, Tata Chemicals Limited (TCL) is a global company with interests in businesses that focus on LIFE —Living, Industrial and Farm Essentials. The story of the company is about harnessing the fruits of science for goals that go beyond business.
Through its Living Essentials portfolio the company has positively impacted the lives of millions of Indians. Tata Chemicals is the pioneer and market leader in India’s branded Iodised salt segment. With the introduction of an innovative, low-cost, nanotechnology based water purifier; it is providing affordable, safe drinking water to the masses. Extending its portfolio from salt to other food essentials, TCL unveiled India’s first national brand of pulses in 2010.
The company’s Industry Essentials product range provides key ingredients to some of the world’s largest manufacturers of glass, detergents and other industrial products. Tata Chemicals currently is the world’s second largest producer of soda ash with manufacturing facilities in Asia, Europe, Africa and North America. Starting April 1st 2011, these key international subsidiaries have been rebranded as Tata Chemicals Europe Limited, Tata Chemicals Magadi Limited, Tata Chemicals South Africa Pty Limited, Tata Chemicals North America Inc., and Tata Chemicals (Soda Ash) partners.
With its Farming Essentials portfolio the company has carved a niche in India as a crop nutrients provider. It is a leading manufacturer of urea and phosphatic fertilizers and, through its subsidiary Rallis, has a strong position in the crop protection business.
The Tata Chemicals Innovation Centre is home to world class R&D capabilities in the emerging areas of nanotechnology and biotechnology. The company’s Centre for Agri-Solutions and Technology provides advice on farming solutions and crop nutrition practices.
The company has also entered into a joint venture with Temasek Life Sciences Laboratory Ltd. Singapore (JOiL) to develop jathropa seedlings to enable bio fuels capability.
In line with its mission, ‘serving society through science’, the company is applying its expertise in sciences, to develop high-tech and sustainable products.

Draftfcb Ulka Interactive creates a unique Facebook application ‘Energise the Olympians’ for Amul

Mumbai, 31st July’12: With Amul’s recent collaboration with the Indian Olympic Association as the official sponsors of the Indian contingent at the London 2012 Olympic Games, Draftfcb Ulka Interactive planned and executed an exclusive Facebook application, ‘Energise the Olympians’ to maintain high engagement level as well as to cheer and the keep up the Indian spirit and support towards the Olympians.

This exclusive application allows users to choose their favorite sport and extend their support by energizing the entire contingent with a glass of milk. ‘Energise the Olympians’ app allows users to add a badge to their profile as a token of appreciation for showing support to the Indian Contingents. In a span of just 10 days, ‘Energize the Olympians’ has generated extensive buzz and received thousands of app plays even before the flag off Olympics 2012. Amul has reached a milestone of 5 lakh likes on Facebook.

Says Haresh Moorjani, Creative Director, Draftfcb + Ulka, “The campaign thought – Milk, the world’s original energy drink – allows for interesting interpretations. In the digital media, taking the thought ahead, ‘Energize the Olympians’ engages the youth by not only empowering them to energize the athletes but also show their pride with the badge on their FB profile.”

‘Energize the Olympians’ celebrates a harmony amongst the brands’ product values, the spirit to unity, and the customer’s mindset of having a pride in association. It helps to engage with young generation so that they can enjoy a healthy life and strive to become super achievers in all their endeavors.

Mr R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation said, “Amul is proud to be associated with the Indian Olympic Contingent for the London 2012 Games. We hope that Indian sportsmen will achieve the pinnacle of glory at the event by delivering their career best performance at the event.”
Earlier this year, the Amul Milk Olympics TVC was premiered on Facebook, as a tribute to all its loyal fans. This gave a different dimension in terms of understanding the viewer interactions along with reactions, and also helped creating awareness and understanding the campaign sentiments/performance and added buzz on a mass scale.

‘The Amul Milk & Energise your Olympians’ application stood to be an ideal platform to consolidate the ‘world’s original energy drink’ offering that began with the sponsorship of the Indian Olympics team and an extremely innovative way to boost the morale of the Olympians.

“Energize the Olympians’ strengthens Amul’s commitment & association with the Olympics encouraging youngsters to support their favourite athlete. An innovative way to strengthen the energy platform owned by the brand by bringing in various athletes representing various sports”, said Nitin Karkare, COO, Draftfcb + Ulka.

CREDITS:

Agency: Draftfcb Ulka Interactive
Creative team: Haresh Moorjani, Mehul Patil, Vedant Varma, Mehul Kosti, Gunwant Soni
Client Servicing: Anand N Krishnan, Madhura Sabnis
Production House: Draftcb Ulka Interactive (In-house)