Mudra gets the markets ‘ready for a smart kitchen’ from Prestige
In continuing with its expansion in the domestic appliances segment, and extension of the Prestige brand across kitchen appliances, TTK Prestige recently launched five products, each with a unique selling proposition. And Mudra, the creative agency, seems to have hit the target with the launch campaign for the new products.
In continuing with its expansion in the domestic appliances segment, and extension of the Prestige brand across kitchen appliances, TTK Prestige recently launched five products. With an impressive line-up of ‘innovative, experiential and premium’ products, the challenge, admittedly, was to move up from being a cooker brand to occupy the kitchen maker platform in one giant stride.
The new launches were a mixed bag, and included Pressure Handis in an array of colours, Pressure Kadai that doubled up as a cooker and Kadai, Mixer grinders with lifetime free service and a five year warranty, India’s first ever twin level gas stoves, and a range of non-stick cookware that was metal spoon friendly.
The need was to create commercials that would communicate the uniqueness of each product smartly, and the avenue frozen on was 15-second spots.
Mudra, the creative agency, seems to have hit the target with the launch campaign for the new products.
S Radhakrishnan, Executive Vice-President - South, Mudra, said, “The genesis is that over three-and-a-half years ago, the brand was being repositioned as a brand for smart kitchens. Moving from cookers, other products were being introduced, and the key part was to ensure that the other products came on strongly as part of the portfolio, enabling the brand to grow across the category.”
The current set of TVCs seem to do justice not just to the brand’s objectives, but also in adding excitement to the category itself. The film on Prestige Pressure Handis shows a lady stuck for choice between the colourful Handis, and seeking her husband’s help saying, ‘Which colour looks good on me?’
In the mixer grinder film, the same lady is shown urging her ‘Guruji’ to bless her husband with long life, much like a loving and devoted wife would. But there’s a twist. On being blessed, her husband metamorphoses into a Prestige Mixer grinder and the wife walks off happily with her new ‘jeevan saathi’.
“In those days, we had creatives like ‘Jo biwi se karein pyar, woh Prestige ko kaise Karen inkaar’. It showed the husband as the buyer of the cooker. The communication now also reflects the level of movement that has happened, and the change in the consumers’ lifestyle. Today it recognizes women substantially,” added Radhakrishnan.
The ads are fun, too. The film on Pressure Kadai shows a clerk sitting at a counter with his mouth taped. The voiceover intones mournfully: “Kuch log munh band rakhein toh kisi kaam ke nahin.” Next on screen is a rockstar giving a dismal performance and being greeted with tomatoes instead of requests for an encore. The voiceover continues: “Kuch log munh khole, toh kisi kam ke nahin.” From here, a parallel is drawn with the Prestige Pressure Kadai, and the voiceover annnounces triumphantly: “Prestige Pressure Kadai… munh band to Pressure cooker, munh khule toh Kadhai.”
Prestige is happy with the market response to the launch campaign. Said Chandru Kalro, Executive Vice-President, TTK Prestige Ltd, “Almost all markets are registering growth, even in the non-south markets, and that’s a great gain for us. We continue to be bullish across all markets.”
The campaign, which broke in the third week of September, is on in six languages – Hindi, Bengali, and the four South Indian languages.
The film on twin level gas stove has a subtle, unforgettable twist. The lady of the house is shown calmly instructing the maid to boil milk on the first floor and cook vegetables on the second floor. The message is delivered with: ‘First floor bhi aapka, ground floor bhi aapka’.
Not too often in the past have scripts for household appliances entertained thoroughly with such metaphors. And the creative has been powerful enough too, to establish the new launches in their segments. The communication seems to have blown the whistle and gotten the markets ‘ready for a smart kitchen’ from Prestige.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp