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

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.

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

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, 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.

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.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

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

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.

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)

Mumbai: Draftfcb Ulka creates two new films for Tata Docomo - ATM and Nanchaku, as part of Docomo’s Network Campaigns. The TVC’s are created around the theme ‘Never leave speed to luck’.

The objective of the campaign was to establish the network credentials of Tata Docomo through the promise of superior internet connectivity vis-à-vis other telecom operators. Rigorous research across various locations threw up a stark fact - as much as 25% of all locations studied had no coverage from other operators. In other words, getting good data connectivity on other operators is a matter of sheer luck.

KS Chakravarthy, National Creative Director, Draftfcb-Ulka said, “The creative idea takes a leap from this and highlights real life situations where a brilliant stroke of luck saves the day for someone. The point being that while luck works sometimes, for real high speed internet, you need more than luck – you need Tata Docomo’s powerful network that keeps you always connected, everywhere.”

Credits:

Client: Tata Docomo
Agency: Draftfcb Ulka (Delhi)
National creative director: K S Chakravarthy
Creative director: Vasudha Misra
Copywriters: Deepika Chauhan, Lokendra Bankoti, Murtaza Said
Art directors: SV Srinath, Ritu Razdan
Account Management: Sridhar Iyer, Sudipto Poddar, Anuraag, Dyuti Biswas
Films Co ordinator ( Inhouse): Alpa Jobalia, Mazhar Khan
Film maker: Arun Gopalan
Production House: Storytellers

Chandrika Face Wash
Miss India’s Beauty Tonic

Bangalore, November 26, 2012: Wipro Consumer Care and Lighting Ltd. has just launched a new range of facewash under Chandrika, one of the most respected ayurvedic brands in the country.

Chandrika, well known for its ayurvedic heritage, has been catering primarily to Kerala. With the launch of the new facewash range, it plans to expand its geographic footprint and at the same time appeal to the younger consumers. The facewash is available in three variants for different skin types and promises not just cleansing, but a more inside out tonic like effect, with the skin getting better with every wash.

The brand has roped in Vanya Mishra, the reigning Pantaloons Miss India World, as its brand ambassador. The TV commercial created by Draft FCB + Ulka shows a friend asking Vanya how she manages to look even more beautiful every time she meets her. Vanya explains that the secret is in the ingredients that her mother puts together to create a special beauty tonic. The film goes on to reveal that the tonic is actually Chandrika Face Wash.

Commenting on the creative brief given to the agency, Mr. Anil Chugh, Sr. Vice President, Wipro Consumer Care and Lighting Ltd.,said, “The new Chandrika Face Wash has been designed to meet the needs of the young consumer. Every young girl aspires to be as beautiful as a Miss India and is often looking for solutions that are natural and effective. With an Ayurvedic recipe and a heritage like Chandrika, we are best positioned to fill in this gap where she not only gets a face wash that cleanses effectively but is also a tonic that enhances her skin with every wash”.

On the thinking behind the campaign, Dharmesh Shah, Creative Director, Draftfcb Ulka, said, “The idea was to clearly communicate one simple thing - one does not need to have a tedious regimen to enjoy the benefits of Ayurveda. We cracked a nice story involving an actual beauty queen to add credibility and the aspirational value”.
Chandrika, best known for its Ayurvedic Soap, was acquired by Wipro in 2004 and has over the years launched a range of products that appeal to the younger generation, while still retaining its core promise of the goodness of Ayurveda.

Credits:

Client:Wipro Consumer Care and Lighting Ltd.
Agency:DraftfcbUlka
National Creative Director: KS Chakravarthy (Chax)
Creative Director:Dharmesh Shah
Creative Team:Sangeetha Sampath, Deepak Thammaiah, Supreeth Nagaraja, Rajendran Perumal
Client Servicing:Ami Bhat, Mihir Dave, Rahul Hasija
Planning: S. Narayan, Marvin D’souza, Vishal Thakkar
Films:Alpa Jobalia, Stanley Christian
Production house:Milestone Films
Director:Atul Manjrekar

Riding on the back of the successful re-launch of brand Sunfeast Dark Fantasy in 2010, ITC Foods has unveiled a new television campaign for Sunfeast Dark Fantasy Chocolate and Vanilla cream biscuits with a new theme ‘How far will you go for a Dark Fantasy?’

The Sunfeast Dark Fantasy brand communication reflects the core promise of ‘Pure Indulgence’. According to Dennis Koshy, Vice President, Draftfcb Ulka Bangalore, “Indulgence products are expected to whisk you away into another world – a world of sensorial pleasures. With its premium ingredients, Sunfeast Dark Fantasy is perfectly crafted to deliver on that promise. Even the final signoff ‘Escape into one’ flows from this belief.” The new campaign developed by Draft FCB Ulka consists of two TV commercials, one for Chocolate and one for Vanilla cream.

Sunfeast Dark Fantasy, the premium range of crème biscuits from ITC was launched in 2005. The brand is currently the leader in the premium crème segment and is available in three variants,
chocolate, Vanilla and Choco Fills.

Client: ITC Foods
Agency: Draftfcb Ulka, Bangalore
Creative Team: Dharmesh Shah
Servicing Team: Vignesh Babu & Morarji Anand
Account Planning: Narayan
Agency Producers: Alpa Jobalia, Mazhar khan
Production House and Director: Ginger Water Films, Zap.