Does the Ponds’ TVC #SeeWhatHappens stand out in the face wash category?
According to industry experts, the ad that has been conceptualised by Ogilvy India breaks the mould, has an inspiring story and carries brand recall value but the execution could have been tad better
HUL’s new TVC conceptualised by Ogilvy India for Ponds’ campaign asks Indian women to overcome their inner hesitations and #SeeWhatHappens.
The TVC shows two female wrestlers practising in a wrestling ring and one of them is seen concealing a bruise. The girl’s mother is under the impression that her daughter got late to reach home as she was at the library. This goes on for days until one day the girl comes out clean to her mother that she was training to be a boxer. The situation eases when the mother pulls her daughter’s leg, asking if the other girl’s face was worse than hers. The ad film ends with the tagline, ‘Clear up what needs to be cleared up and #SeeWhatHappens’.
Ad films have gone beyond showcasing the technicality and services their product provides. They have become an influential medium and are putting forth powerful messages about stereotypes and gender inequality.
We, at exchange4media, asked industry experts about what they thought about the Ponds ad film.
For Jagdeep Kapoor, CMD, Samsika Marketing Consultants, the ad is effective and clear. “A good, well thought out, effective ad, both in tangible and intangible terms. It brings out everything that is clear and needs to be cleared. Whether it is thoughts, relationships, career or your face and to clear all that there is Ponds.”
Speaking about the brand’s recall value, Anjali Malthankar, National Strategy Director, Tonic Worldwide says, “The ad will have a good recall for sure as it breaks the codes of the face wash category and stands out with an inspiring story.”
Talking about the effectiveness and if the message was impactful enough to drive home the point to the consumer, Malthankar said: “I certainly feel that the ad is impactful from a brand viewpoint. It remains to be seen if it is effective in pushing the product. The youth will relate to it and find it sharable. I like the fact that the brand does not push the face wash functional story too far. However, because the protagonist also uses compact, in the beginning, it can be a bit confusing as to which product the ad is for.”
Kishore Karumbaiah, CCO & Partner, Langoor, states that over the years Ponds, as a brand, has been known to do films with a good amount of warmth and love in them. “They had a particular style going for them in terms of look and feel, which meant a good brand connect in the first 5 to 10 seconds of watching the film. Unfortunately, not in this case. Maybe the brief here was to break away from the old format and do something new. So looks like brand recall was not a priority here, it was more to do with a fresh look.”
For Karumbaiah, the script was also good. “The acting could have been a lot more real (less filmy) to make the message more impactful. The story needed the mother to keep a straight face, but excessive expressions on the Mother's face made it seem like she knew what the daughter was up to from the very first instance. Don't know if that was the intention. The casting and direction is the culprit if the message is less impactful,” said Karumbaiah.
Ankit Nalotia, Founder, Mo Mantra says the story neatly establishes Ponds among that audience who feel they're second to none. “The brand is trying to make a shift from soft and beauty to tough and real,” said Nalotia.
Today, one does not have to boast about its name throughout the ad. Making a small but effective presence counts more and yes, it does leave a very strong brand recall. Nalotia states: “Brands across the spectrum have understood this and are in fact ready to settle for a cameo in own films if that's the scope the story leaves them with. The film does leave an impressive message, ‘do not hold back, take the leap and #SeeWhatHappens’.”
For N Chandramouli, CEO, TRA, the ponds ad stands out in the segment. “It definitely makes an emotional connect with the TG and will be very relatable to this segment and have high recall and impact. Single mother, unconventional daughter, the need to adhere to expectations all came out very well in the ad. While the ad is well conceptualised, it could have had slightly better execution, as some parts of it could have been edited better,” Chandramouli stated.
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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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