Dabur Vatika touches an emotional chord with the Brave and Beautiful route
Aiming to salute the undying spirit of fighters from Cancer, Dabur Vatika has launched an emotional ad campaign for this natural hair care brand
Aiming to salute the undying spirit of fighters from Cancer, Dabur Vatika has launched an emotional ad campaign for this natural hair care brand. Titled #BraveandBeautiful, the campaign has been created by Linen Lintas. It takes a peek into the life of a cancer survivor and the many odds that the person is faced with during this trying phase of their journey.
As is known, Cancer is one of the leading causes of all deaths in the world, including India. According to estimates, there are nearly three million patients suffering from the disease in India. According to numbers available from World Health Organization, about 500,000 people die of Cancer annually in the country and that number is expected to rise by 40 per cent by 2015.
The endurance to put up with this killer disease is even more trying for the female populace, who form a considerable percentage of the disease in India. This campaign traverses the journey of one such survivor and propagates how prompt and genuine support from family and friends can help the survivor gain strength to battle all odds.
Sharing his thoughts on the insight behind the campaign, Dabur India Ltd Chief Marketing Officer, Krishan Kumar Chutani said: “Vatika, as a brand, has always stood for ‘Woman of substance’. Who else could be more ‘brave and beautiful’ than a woman who has defeated this dreaded disease and embraced life. Brands have always talked about how hair makes a woman beautiful and most brands often talk about hair fashion, style, strength etc. But the hard fact is that a lot of women, who have undergone chemotherapy, do not just lose hair but also end up with erosion in self-esteem. It takes a great deal of confidence and inner strength to face the world all over again. This campaign seeks to identify and present stories of such brave women who can inspire millions more who are fighting this dreadful disease today. It conveys that ‘Beauty is not skin deep’.”
The short film shows a young mother - a Cancer survivor, who is trying to get her life back to normal against trying circumstances. Not an easy thing to achieve given that she has lost her hair on account of the grueling chemotherapy sessions and medicines that have taken a toll on her health. With a new journey to be undertaken, she is not confident enough of how the world will receive her in her changed avatar. With her husband and family serving as a strong support system, she musters the courage to resume work in her office. Although a bit nervous at first, she is surprised to see the warmth and approach with which her colleagues reach out to her. Almost instantly she settles into her professional work life with the belief that her friends and society will accept her in whatever form as she has emerged a true ‘survivor’.
Sharing his thoughts on the creative route taken for the film, Jaideep Mahajan, ECD, Linen Lintas said, “The campaign is path-breaking in the sense that for the first time a brand is talking not about the ordeal of Cancer but about the reboot of life post that. It’s not about one’s fight with the disease but with yourself when you have already defeated your biggest enemy. The biggest connect between the brand and the cause is ‘hair’, or actually the absence of them. #BraveandBeautiful aptly captures the core thought of the campaign and does the task of getting the brand and the cause on the same platform.”
Pranav Harihar, Group Creative Director, Linen Lintas and the writer of the campaign, elaborates, “In the history of Indian hair advertising, this is the boldest take that any hair brand has taken so far. For a hair brand, it takes guts to say ‘some people don’t need hair to look beautiful’. It’s almost like a reverse connection between the brand and the cause. And it's a very strong connect and not just another CSR activity where a brand just signs off without any relevance with the cause.”
The film shows the journey of a cancer survivor in a beautiful manner through a song called, ‘Tu faulad, Tu phool’ that has been sung by celebrity singer/composer Salim Merchant with music directed by Haneef and Lyrics written by Pranav Harihar.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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