TV ads

Frooti Life: A new bold look with a new brand identity

Posted on by adJunkee

As the summers are here, the cold drink giants are all geared up to make their drink the public’s favorite. With nimbooz, slice and limca, Frooti has also come up with a fresh new look and strategy for its marketing this year. The new bottle packaging has retained the original brand color that we all fondly relate to since our childhood but has roped in new creative for its logo which is bold and more relatable to the present day youth.  Nadia Chauhan, JMD and CMO, Parle Agro, said, “Since the brand has been an integral part of everyone’s growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see markets response to the brands new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move.”

Parle Agro in the new Frooti TVC showcases their new line of thought through an out of the box marcom strategy. The film is conceptualized by Sagmeister & Walsh and contains still animation and motion picture. Frooti has also retained theit brand ambassador SRK for this campaign.

The TVC starts with people standing around a giant mango and try to move it. They try everything from rockets to racing cars and even giant turtles. Finally when they all give up, another character emerges in the scene who looks like SRK and chants “aam suck ita lick ita”. They all join in and slowly the mango rises in the air. A bottle is parachuted from a plane above and as soon as it lands on the ground the giant mango magically turns into frooti mango. The tiny people complete the packaging and SRK lifts the bottle from a bag, takes a sip and says “Frooti life” in an ever so rejuvenating style.

The concept of the ad is fresh and the animation is new to Indian market. The creators have left the audience to freely imagine the story of the giant mango or the mini people in a bag for interpretation which makes it more interesting. Also in the TVC amongst the tiny people we see a robot who looks a lot like the robots we are used to seeing in the early 90’s sci-fi movies. I wish they picked up more such references for the older generations to relate to. Maybe a tiny shaktiman?

Overall, the ad holds a unique position in the drink war as others gamble with their product showtime and show the celebrities more. Also the strongest part of the TVC is the super catchy jingle “aam lick ita suck ita”. This always works best for brand recall.

adJunkee gives Frooti Life campaign a juicy 4 mangoes out of 5

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The MTS Internet Baby demands Wifi before his birth from a Salesman God

Posted on by adJunkee

In its last ad campaign MTS launched the ‘Internet Baby’ who uses the goods from the internet from the moment he is born. The internet service provider launched this campaign to target the group of ‘net gen’, a term aptly describing the data hungry youth. After the huge success of this concept conceived by Creativeland Asia, an agency which has shown true marvel in recent years, the Internet Baby is back. This time the baby is demanding wifi and would refuse to be born in a house without a wifi connection.  The TVC elaborates the USP of the wifi dongle amidst a humorous argument between the baby and God. Even the funnier part is that God elaborates the USPs as a salesman should and persuades the baby to born in that labor room. The attitude of the Internet Baby is truly reflected with his swag statement at the end, “now you’re talking”, which adds the cherry on top.

The campaignindia.com reported the following from the brains behind this TVC:

Amitesh Rao, director – brand and media, MTS India, said, “We needed a campaign to reinforce our strongest differentiator – the fact that we have designed and optimized the MTS 3GPlus network specifically for data. At the same time we needed to be true to the MTS brand that talks to today’s 24×7, always-on, data hungry consumer for whom the internet is the biggest opportunity platform there is. The challenge of course was to do all of this in an engaging and entertaining manner, which is what the story of a new-born baby going online to announce himself to the world does perfectly.”

Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, added, “The script for the film began with the simple insight that today’s kids seem so comfortable with technology, devices and the internet even as babies. When I see them (including my own daughter) handle tablets, mobiles and laptops, I have always joked that they look like they were born with it. We just pushed that thought a little further. It took six months of painful labour. And the baby is finally out there.”

The TVC is completely in sync with the insights mentioned above which truly reflect upon the TG, ‘net gen’. The beauty of the concept is that it is funny (talking babies are always funny), elaborates the USP and has a unique concept which provides a strong brand recall. The background score towards the end adds on a bollywood touch to the whole TVC which I don’t know how only adds on to its charm. I guess we have a whole lot of Internet Babies to be conceived by MTS. Creativeland Asia has yet again resolved the brand personality of MTS as a smart, quirky and innovative brand.

adJunkee gives “MTS’ Internet Baby demanding wifi from God” TVC a 5 out of 5 diaper babies.

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Cadbury Gems Surprise Super Heroes: Justice League Toys FREE! I wish I was “Umarless”!

Posted on by adJunkee

How do you express the feeling of remorse, sadness, frustration and agony at the same time? Why do I ask? Well that’s how you are going to feel when you realize that you spend your whole childhood eating Gems and when you turn twenty five, they are giving Justice League toys free with it!

One of the biggest agreements in Indian market, among any brand and Warner Brothers was facilitated by Dream Theatre Pvt. Ltd., one of the pioneering brand management and licensing company, presents us iconic Justice League toys like Superman, Batman, Green Lantern, The Flash and Wonder Woman free with Gems.  This ecstatic news came across through a TVC created by Ogilvy & Mather. Once again they have put a quirky and fun ad under their successful campaign, “Raho Umarless”.

Cadbury Gems has been a part of our lives since our childhoods, celebrating the delicious taste of chocolate sugar coated in vibrant colors. Gems created its own category in the Indian chocolate/ candy market with its unique product and quirky brand image. From being the colorful brand, it took its quirkiness to another level with multi-colored pandas. But the most recent and successful campaign the brand has incepted with OnM, “Raho Umarless” reflects more than just brand image, it reflects brand value. The campaign brings forth the nostalgic memories of us enjoying Gems and how even after growing up we would want to grab our favorite colored Gems. It supported this concept by adding another element of presenting free collectibles of toy Pandas. This strengthened the idea of being ageless when it comes to collecting toys.

The current campaign holds strong on the same grounds. Adding Justice League characters to the Gems toys’ roster has given this campaign the momentum it needed. These iconic superhero toys are coherent with the campaign. The reason being Justice League has its fans in all age categories and among all communities. The brand hopes to rope in new consumers who belong to teenage and adult age groups, who have had Justice Leagues as a major part of their lives and still thrive for its collectibles. While other brands in the market have concentrated more on characters which are current favorite for children, like Chhota Bheem and Doremon, they didn’t account for the fact that these characters are not familiar to audiences from a bit elder generation. Gems realized this and hence enlarged their target group of consumers.

Coming back to the TVC. OnM has displayed their creative skills with the animated ad-film. We see an elderly male ( Purushottam Mulani) flying on a bed and in a dream land where he sees flying boats full of Gems, where he reaches out and grabs a handful of them and yums in his mouth. In the dreamland appears our favorite alliance of Super heroes, popping out of the Gems balls, Justice League. But this dream turns into a nightmare as his arch enemy, the one who used to loot his panda toys, Andrew Hoffland shows up and snatches the toys away. Purushottam wakes up from this nightmare but is soon relaxed with the reassurance of his set of toys being present oby his side, hugs them and goes back to sleep. But wait, someone is sneaking in from the window.

This funny ad; simple, quirky and effective; is also an example of the apex animation skills in our country. The production house Eeksaurus has put in some ingenious ideas through smart camera angles and use of a huge blue screen. The background score which seems to be inspired from classic blues adds that dreamy touch to it very effectively. See all the action at the making, here:

AdJunkee awes such creative piece of work and ingenious marketing strategies and awards Gems Surprise Superheroes with 5 out of 5 Green Lantern Lanters

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