HDFC Mutual Fund has launched its latest film on the occasion of Mother’s Day. 

The film puts forward the message that just as children emulate their parents in various aspects of life, they are likely to follow suit in financial matters as well. 

By drawing parallels between parental influence and financial behavior, HDFC Mutual Fund aims to inspire mothers to take the first step towards securing their family's future through SIP (Systematic Investment Plan).

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This film is a depiction of the influence mothers have on their children's life choices and aspirations. It showcases a young mother engrossed in reading, with her daughter nearby, mirroring her actions. The narrative captures the essence of maternal influence, illustrating how children often emulate their parents' actions. 

The film highlights the concept that children are likely to learn from their parents' behavior as they grow. Overall, it serves as a reminder of the lasting impact parents have on shaping their children's values and attitudes, reinforcing the idea that teaching children about financial responsibility and investment from an early age can lay the foundation for their own future financial success.

This initiative serves as an extension of their long-running investor education campaign #ZindagiKeLiyeSIP and is specifically tailored to inspire mothers to initiate their investment journey through SIPs.


HDFC Mutual Fund launches new Mother's Day campaign to promote financial literacy among children

The film puts forward the message that just as children emulate their parents in various aspects of life, they are likely to follow suit in financial matters as well.

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India’s feminine-care brand Whisper, from the house of Procter & Gamble, is raising awareness about— the early onset of menstruation among young girls — as part of the fifth edition of its #KeepGirlsInSchool (KGIS) movement. With girls starting periods as early as eight years of age, the need to create awareness early on is crucial, as 26 million girls can be at the risk of dropping out of school without period education and access to period products. Studies have found that one out of five girls could be dropping out of school due to lack of period education and access to period products.


In India today, girls as young as eight years of age are beginning their menstrual cycle, as per several reports, and so are at a higher risk of dropping out from school due to lack of period education. This could lead to escalation in absenteeism and increased drop out rate if they do not learn and are made aware at the right time. 


Whisper is at the forefront of educating girls across the country about the importance of menstrual hygiene, normalising any myths and taboos about periods, with an aim to decrease dropout rates caused by insufficient information and lack of access to period products. To date, Whisper’s Keep Girls In School program has taught over 100 million schoolgirls and mothers about periods and period products, and provided free sanitary napkins to girls, stated the company.


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Whisper’s new film features young eight-year-old girls who know nothing about menstruation and think up the worst possible scenarios as the cause of unexpected bleeding in one of their friends. The film aims to normalise this natural biological change in their body by educating young girls in school about the early onset of periods with a fun, catchy jingle that reiterates, “periods ka matlab healthy hai aap (periods means you are healthy)".

 
Rajdeepak Das, chief creative officer, Publicis Groupe – South Asia and Chairman Leo Burnett - South Asia said, “Our ongoing research about the changing conversations around menstruation identified a glaring anomaly - girls today are getting their periods much earlier than before. However, they are being educated about periods at a much later stage or oftentimes not at all. Whisper and Leo Burnett have been on a journey to keep girls in school for a long time and we wanted to bridge this gap. Our latest work talks to the 8-year-olds in a language they can understand, with a heartwarming song that teaches them that getting periods means they are healthy. The goal is to not just teach the little girls but also use the song as a tool to equip her ecosystem- parents and educators, enabling them to teach periods in an empowering manner.”


“There is a seismic shift happening in period biology. This heightens the need to educate girls early on and to prepare them to embrace this biological process. Through this initiative, we strive to educate them about how periods are healthy and how they can take care of themselves on their period days. Every year, Whisper goes to more than 60,000 schools to create period education programs and we are now also going to younger standards. Consumers too can do their bit buying a Whisper Ultra pack which will help us educate and donate pads to one girl to keep her in school,” said Girish Kalyanaraman, vice president and category leader - India Feminine Care at Procter & Gamble.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/p-ad-and-sales-promotions-expenses-hit-rs-134-09-crore-30343.htm">P&G Hygiene and Health records sales of Rs 998 crore for March quarter; ad and sales promotions expenses hit Rs 134.09 crore</a>

Whisper teaches young girls – Periods ka matlab healthy hai aap!

Life is too short for two things - boring ads and boring meetings!


So, imagine my disdain for boring meetings about ads. Ironically, the ad industry has one kind of meeting the creatives can steer away from boredom - pitches. For our latest work for MakeMyTrip, PG Aditiya and I took to LinkedIn to share a video excerpt of us narrating (and pitching) scripts (the idea) to the client. We shared how our work travels from script to screen, but we didn’t realise it started a conversation about the art and science of pitching ideas. I had messages from a lot of people asking for more such tips, so here are some thumb rules I like to follow:


<strong>DO believe your idea is amazing</strong>


A myth this industry has busted - good ideas sell themselves. Clients are sold on the enthusiasm and conﬁdence of the team that wants to make ideas reality. If you don’t believe your idea is amazing, no one else in the room will.


When I believe we have a great concept, I’m no longer selling it, I’m sharing it. The diﬀerence? Recall a time that you shared juicy gossip or a hilarious story with friends. You know all the details, but you carefully choose how to reveal the story for that big payoﬀ, making sure you hold their attention and keep them engaged. Sharing a good idea should feel like that.


<strong>DON’T think the meeting begins at the meeting</strong>


Before a pitch, agencies do a ‘dry run’, but creatives should also practice alone, presenting aloud and using mirrors. The dry run tests nerves before an audience. I arrive early for in-person meetings, just to do lip trills and power poses in the oﬃce washroom before walking into the boardroom. Find your pre-pitch routine.


<strong>DON’T believe stage fright</strong>


I was seven and rehearsing for a music exam. My teacher asked me whether I was nervous. I said yes. She said, “that only means you haven’t practiced enough.” She was brutal, and correct. Lack of practice makes you fumble on stage, and that’s what you’re really afraid of. If you’re sure of your routine, what’s to fear? Consider hobbies like stand-up comedy, spoken word, music, or toastmasters that force you to face audiences regularly.


<strong>DO be empathetic to your listeners</strong>


As a musician, I sometimes face audiences who would rather do what they came to an event to do - eat, chat, drink, and not pause to appreciate someone paid to be background noise. It’s taught me to genuinely value a listener’s attention. I don’t view my clients as an audience to an agency pitch, but as an audience to an artist. And artists want to leave their audience entertained, provoked, moved. P G Aditiya is also fantastic at reading a room. He uses wit and small talk to start meetings on a high, but also puts audiences at ease.


<strong>DO consider theatrics</strong>


Commit to the bit. Voice modulations and facial expressions aside, consider props and gimmicks. For a pitch with music and lyrics, I practice until I can sing or rap the song myself at the meeting. While pitching to a matrimonial client, our team showed up at the client oﬃce in wedding attire and brought mithai to end the meeting on a sweet note. For a pitch to a delivery giant, one of our creatives dressed up as a delivery exec with branded packaging. The point? Don’t be in-genuine about your theatrics. Don’t do it for the sake of doing it. Do it because you think it’s the best way to present an idea and do it proudly.

 
<strong>There is no right way. There is YOUR way</strong>


PG and I are more extroverted presenters, so there’s obviously more ways to prepare and present a pitch. Taking examples from my colleagues, Teresa Sebastian and Aabhaas Shreshtha who are introverted art maestros who don’t use frills and theatrics. Instead, their presentations reﬂect thoughtful professionalism, rich with details behind each creative choice. Sanket Audhi prepares talking points beyond the deck for strategic interjections. If theatrics is not your style, follow Pooja Manek's lead. Her impeccable decks and expert understanding of client objectives allow for on-the-ﬂy improvisation. Everyone involved should be able to articulate the big-picture objective without relying solely on slides. Binaifer Dulani exempliﬁes this, weaving emotional narratives with strategic thinking.


At Talented, we talk about doing what we can to make the idea proud. While putting in the work to achieve this, we can forget our jobs are fun. If you catch yourself wishing you were in the room when it happened, remember that every opportunity to pitch an idea is the room, and you have the power to make it happen.


<em><strong>Pearl Alex is a part of the creative team at Talented.</strong></em>


<strong>Read More:</strong> <a href="https://www.storyboard18.com/how-it-works/high-pitch-drama-the-pitch-process-in-advertising-is-broken-heres-how-to-fix-it-2909.htm">High Pitch Drama: The pitch process in advertising is broken. Here’s how to fix it</a>

How to ace the art and science of pitch narration

The building of dark store networks around the country has been at the core of the success of quick commerce players. These dark stores resembling modern-day retail supermarkets don't allow customers to walk in. In India, Amazon seems to have abandoned quick commerce for now as it probably does not make sense for them to target a 10–15 per cent market of the already small grocery business. That is why perhaps they have moved their campaign to planned purchases. 

"Amazon Fresh’s value proposition is not just speed but equally an extensive range of daily consumption products, incredible savings for consumers and superior quality of fruits and vegetables, delivered to customers in 2-4 hour slots.  Regardless, Amazon is continuously improving the speed at which we deliver orders to customers," says Harsh Goyal, Director, Grocery, Amazon India.

The character ‘Ghanshyaam’, played by Manoj Bajpayee in the Amazon Fresh ad campaigns - ‘Nahi toh Mehenga Padega’, embodies the problem that a common person has with buying groceries online. "Basis our insights and research, consumers are primarily looking for value and quality in grocery items. Our recent ad campaign highlights both these aspects in a comical act where in a hurry to get groceries, the customer misses out on savings and good quality," adds Goyal.

Goyal further discusses how technology plays a critical role at every stage of fresh supply chain, starting from collection centres where one buys directly from farmers and pay them quickly, to an end-to-end temperature-controlled supply chain and more.

<strong>Edited excerpts:</strong>

<strong>Can you take us through the genesis and ideation of the campaign along with the key learnings? What was the rationale behind partnering with Manoj Bajpayee? </strong>

The relatable character ‘Ghanshyaam’, played by Manoj Bajpayee in our Amazon Fresh ad campaigns - ‘Nahi toh Mehenga Padega’, embodies the problem that a common person has with buying groceries online. Basis our insights and research, consumers are primarily looking for value and quality in grocery items. Our recent ad campaign highlights both these aspects in a comical act where in a hurry to get groceries, the customer misses out on savings and good quality. 

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The approach followed while developing the campaign focused on captivating the audience and driving home a crucial message that will resonate with the viewers long after they’ve watched it. Amazon Fresh offers consumers wide selection, incredible savings via bank offers and cashbacks, no delivery fee and excellent quality of fruits and vegetables.

<strong>What are some interesting market trends and consumer insights that you are observing? How is Amazon Fresh leveraging them?</strong>

During this mango season, we've observed significant shifts in market trends and consumer preferences on Amazon Fresh. Our top-selling mango varieties include Banganpalli, Ratnagiri Alphonso, Sindhura, Totapuri, and Kesar, with Banganpalli emerging as a versatile favorite across India. We're also seeing growing interest in regional specialties such as Gulabkhas and Chinnarasalu, highlighting a broader consumer inclination towards exploring unique and local flavors. 

Among cities, Bangalore emerged as the king of mangoes in metros, while Ahmedabad and Pune are showing strong engagement in non-metro areas. We've also noticed an uptick in demand for ice creams and dairy beverages, with a 20% and 33% increase in customer base for these categories, respectively. At Amazon Fresh, we leverage consumer insights to continually enhance our offerings, curating thematic stores such as Mango, IPL, and summer store and cater to diverse tastes and preferences, ensuring exceptional quality, value, and convenience for our customers.

<strong>In the age of quick commerce, where we are getting our essentials within 10-20 minutes, why should a customer opt for Amazon Fresh?</strong>

Grocery is a massive market and we believe various formats will co-exist, serving different consumer needs. For example, Amazon Fresh’s value proposition is not just speed but equally an extensive range of daily consumption products, incredible savings for consumers and superior quality of fruits and vegetables, delivered to customers in 2-4 hour slots.  Regardless, Amazon is continuously improving the speed at which we deliver orders to customers. Amazon delivers millions of items to customers on the same day, which is by far the largest selection delivered same day in India.

<strong>How is Amazon Fresh leveraging AI? How is it evolving and innovating its products?</strong>

We believe technology plays a critical role at every stage of fresh supply chain, starting from collection centres where we buy directly from farmers and pay them quickly, to an end-to-end temperature-controlled supply chain. We have shelf monitoring cameras which feed into ML models and help us spot quality defects. At Amazon we have built an ecosystem through a team of qualified agronomists offering agri-tech expertise to registered farmer partners for better farm yield and improved product quality. 

The agronomy services is an application, interface through machine learning and computer-vision based algorithms that simplify supply chain processes, helps farmers to identify defects (rotting, spots, cuts, mould) in fruits and vegetables, and reduces wastage of produce. All the fresh produce is sourced directly from farmers registered with Amazon sellers at the collection centre and after a thorough quality inspection, is dispatched to the processing centres. 

The fresh produce is then sorted, graded, and hygienically packed in different sizes at the processing centres and dispatched to Amazon Fresh fulfilment centres located closer to customers, to fulfil delivery promises. We will keep inventing to improve product quality and supply chain efficiency to ensure our customers receive the best quality produce. 

<strong>Where is the business coming from the most? </strong>

The online grocery retail market is witnessing a rapid growth rate in the Indian metropolitans and other emerging smart cities. While semi-urban areas and emerging cities are expected to drive the next wave of value growth owing to the rapid rate of urbanization, rural demand is likely to continue to drive volume growth.  We see maximum demand coming in from metros, Bangalore, Delhi, Mumbai, and non-metros such as Ahmedabad, Pune, Jaipur, and others. 

The metros have been seeing a rise in demand for diverse product categories including pet food, hair care and styling products, make up and baby care products like diapers. We're also observing a pronounced trend towards occasion-based and seasonal purchasing, particularly evident in categories such as snacks and beverages, baking supplies, pasta, and cereals. Hence, to make it easier for customers to discover the selection and enjoy the best value, we keep launching thematic stores such as Mango, Summer, IPL, and others.





Amazon India's Harsh Goyal on why should customers go for Amazon Fresh in the age of quick commerce

Asian Paints, India's paint and décor company known presents ‘Reflections of Kerala’—a beautiful light installation. Created in collaboration with XXL Collective from the St+art India family, this artistic piece honours Kerala’s vibrant culture. The installation is inspired by the special-edition ‘Inspired By Kerala’ packaging of Apex Ultima Protek, Asian Paints’ ultra-durable luxury exterior paint. Standing tall at 12 feet, the installation has been set up at Lulu Mall, Kochi.


The luxury exterior paint has been widely accepted in Kerala homes because of its protective qualities and durability, especially in extreme weather conditions, stated the company. 


Its packaging pays tribute to Kerala, capturing its rich culture, traditions and art forms. ‘Reflections of Kerala’ installation continues this tribute. 


The installation combines intricate cutout panels with spectacular lighting, highlighted the company. Each cutout represents different cultural elements of Kerala's heritage. Strategically placed lighting behind the cutout project its designs onto surrounding surfaces, casting shadows.


The installation showcases classical art forms such as Kathakali, Mohiniyattam, Theyyam, and Kalaripayattu to iconic symbols such as Kerala’s serene backwaters and vibrant wildlife. It showcases intricate woodwork and gabled roofs seen in temples, mosques, and native homes of Kerala. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/asian-paints-gets-virat-kohli-as-brand-ambassador-for-neo-bharat-latex-paint-28052.htm">Asian Paints gets Virat Kohli as brand ambassador for Neo Bharat Latex Paint </a>

Asian Paints Ultima Protek celebrates Kerala’s cultural heritage with ‘Reflections of Kerala’ light installation

Cheil India has launched a new campaign for Samsung Galaxy Watch6 series that aims to inspire users to enter a new era of connectivity, productivity, and well-being. The campaign, named ‘World On My Watch’, emphasises on the versatility of Galaxy Watch6 series as a reliable companion that helps users accomplish a variety of tasks in their daily routine like managing hectic schedules, tracking health and wellness, and even entertainment, stated the agency.

"Galaxy Watch6 series offers unparalleled convenience and connectivity like never before. Through the latest campaign, we decided to do something different and adopted a benefit-first approach. With LTE integration, users break free from the confines of their smartphones, embracing the liberty to manage essential features directly from their wrists,” said Aditya Babbar, vice president, MX Business, Samsung India.

The Galaxy Watch6 series distinguishes itself with its robust LTE connectivity, enabling users to stay connected even without their smartphones. The Galaxy Watch6 series provides health and wellness as priority, offering advanced features like blood pressure tracking and ECG monitoring, highlighted the company.


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The film also highlights wide-ranging capabilities of Galaxy Watch6 series including navigating through urban landscapes, facilitating digital transactions and streaming content. 


"The film elegantly demonstrates how technology can seamlessly become part of our everyday lives, enhancing convenience, productivity, and well-being. This blend of connectivity, health tracking, and entertainment makes it a perfect pick," said Vikash Chemjong, chief creative officer at Cheil India. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/samsung-takes-a-jab-at-apple-capitalizes-on-controversial-ipad-pro-ad-31698.htm">Samsung takes a jab at Apple; capitalizes on controversial iPad Pro ad</a>

Cheil India Launches ‘World On My Watch’ campaign for Samsung Galaxy Watch6 series

When the concept for the “Dancing Queens” campaign emerged,  myTrident, a brand specializing in luxurious and premium home décor collections immediately recognized the potential in bringing Kareena Kapoor Khan and Sharmila Tagore together. “The combination promised to create an unprecedented impact. Both actresses bring a unique blend of charm and sophistication, reminiscent of the Pataudi legacy, says Neha Gupta Bector, Chairperson, myTrident.

In a chat with Storyboard19, Bector discusses the genesis of the campaign, media mix, growth trajectory and more.

<strong>Edited excerpts:</strong>


<strong>Take us through the genesis of the campaign. Why did the brand choose this specific collaboration with Kareena Kapoor Khan and Sharmila Tagore?</strong>

The "Dancing Queens" campaign was conceived with a vision to blend elegance and timeless appeal. Choosing Kareena Kapoor Khan as our brand ambassador was an obvious decision. She perfectly represents our target audience, embodying the role of a fantastic homemaker with effortless elegance. Her persona aligns seamlessly with our brand values.

When the concept for this campaign emerged, we immediately recognized the potential magic in bringing Kareena Kapoor Khan and Sharmila Tagore together. The combination promised to create an unprecedented impact. Both actresses bring a unique blend of charm and sophistication, reminiscent of the Pataudi legacy.

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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/C6-jjPGIoj2/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by Kareena Kapoor Khan (@kareenakapoorkhan)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

The decision was instantaneous once we reviewed the script. We knew this collaboration would encapsulate the beauty of a joyful home across generations, capturing the essence of elegance and grandeur. "Dancing Queens" celebrates this unity and the shared joy, reflecting the magnanimity that both Kareena and Sharmila ji bring to the screen. Thus, the campaign evolved into a harmonious blend of tradition and contemporary grace, resonating with audiences across all age groups.

<strong>What were some key consumer insights that the brand leveraged while making the campaign?</strong>

In developing the campaign, we focused on several key consumer insights. The first consideration that was kept in mind was that our target audience is women aged 25 to 65, who possess a strong desire to create beautiful homes. Additionally, it was noted that a significant number of men are also involved in home décor decisions. This demographic insight influenced the selection of our brand ambassadors and the choice of products showcased in the campaign.

Moreover, it was pertinent that the campaign emphasized our brand's core values of quality and premiumness. We wanted to highlight the design thinking behind our products and collections, characterized by elegance and sophistication. These attributes guided the overall creative direction and execution.


<strong>What are some interesting marketing trends that you are observing?</strong>

We’ve been observing several interesting marketing trends recently. Firstly, online marketing and e-commerce have become significant, with a large chunk of consumers shopping online. The growth of quick commerce has been particularly surprising, evolving rapidly and impacting various product categories, including home décor.

In terms of consumer preferences, India continues to favor prints over the solids and pastels popular in Western markets. Additionally, there is a growing awareness among consumers regarding product attributes. For example, in the category of bedsheets, consumers now seek higher thread counts, such as 400 or even 600, and they are knowledgeable about these specifications. Similarly, in towels, buyers are well-informed about size and GSM (grams per square meter), understanding the functional differences between lighter and heavier GSM options. This indicates a rising trend in consumer education, with people making more informed purchase decisions.

The distribution channels have also expanded beyond traditional mom-and-pop shops. Seasonal demand, particularly for winter products in the Northern and North-Eastern regions, remains a significant factor, with blankets being a mature and essential market segment. These trends highlight the dynamic nature of consumer behavior and the importance of adapting marketing strategies accordingly.

<strong>Who is Trident’s ideal TG? Where is the business coming from the most? </strong>

Trident's ideal target demographic encompasses women aged 25 to 65, who seek to cultivate an aura of refined elegance within their surroundings. Notably, our market analysis reveals an intriguing dynamic wherein a significant portion of our consumer base comprises men, thereby expanding our reach beyond conventional boundaries.

Presently, our market share reflects a robust presence, indicative of our brand's resonance within the industry. Our business derives substantial traction from diverse regions and demographics, with particular emphasis on areas where a discerning appreciation for quality and sophistication prevails. This strategic approach ensures that Trident maintains a strong foothold across various markets, catering to the refined tastes of our diverse clientele.

<strong>What’s myTrident’s media mix? </strong>

Our marketing and advertising mix include a diverse range of mediums of print, outdoor, digital, and television advertising on news and GEC channels. We have also incorporated in-theater advertising, which aligns with the nature of our content, it fits best in that large-scheme format.
Specifically, this year, we will emphasize on ATL. Our television campaigns will be strategically scheduled during World Cup slots and popular GEC programs.

On the digital front, our emphasis remains steadfast, with a continued heavy investment in online advertising. This will be complemented by an extensive below-the-line (BTL) strategy, including outdoor hoardings, in-shop activations, and storefront branding. Our 360-degree approach extends to print media as well, with a substantial investment in print advertising.

Furthermore, we are strategically aligning with blockbuster releases to amplify our brand presence, leveraging the synergy between our content and the larger cinematic landscape. Through this holistic approach, encompassing both traditional and contemporary mediums, we aim to create a lasting impression on consumers' minds, despite our limited resources.

<strong>Take us through myTrident’s growth trajectory.</strong>

myTrident embarked on its journey in 2017, offering just two products: bed sheets and bath linens. At that time, the domestic market was evolving and our focus was also building. Since 2017, we have taken gradual steps to establish our presence in the home furnishings sector. We now offer a wide range of products, including comforters, rugs, pillows, cushions, and blankets. 

The COVID-19 pandemic brought a significant shift in consumer behavior, with more people investing in their homes, a well-furnished home enhances the overall atmosphere and happiness, which aligns perfectly with our ethos of providing high-quality products at affordable prices, akin to IKEA. This commitment has resonated with our customers, driving our growth and acceptance in the market.

Currently, myTrident products are available in about 5,000 outlets, and we aim to double this number to 10,000 within the next three years. We have a strong presence in major retail chains like Shopper’s Stop, Reliance, D-mart, and Lulus, among others. Additionally, we are prominent in the e-commerce space, being the number one brand on BlinkIt and the top national brand on Myntra. Our presence on Amazon is substantial, and we are expanding to platforms like Ajio and Nykaa. We also cater to a large corporate gifting segment and supply towels to a majority of hotels across the country. 

As we look ahead, we plan to increase our retail footprint to 50 stores over the next three years. We are also seeking brand collaborations to introduce new design philosophies, trends, and colors. These initiatives are a part of our broader efforts to become a preferred and beloved brand for our customers.






myTrident's Neha Gupta Bector on partnering with Kareen Kapoor Khan and Sharmila Tagore

Samsung has a history of taking jabs to target Apple. It is now capitalizing on the controversial iPad Pro ad as well. The Apple ad drew a lot of attention as it showed various creative tools being crushed by a hydraulic press. 

<img src="https://images.storyboard18.com/storyboard18/2024/05/apple-crush-2024-05-c1de7970396a5309a16177c70765a3d7.jpeg" alt="" width="947" height="610" class="alignnone size-full wp-image-31715" />

The idea was to showcase versatility and creative capabilities of the iPad Pro. However, Apple’s Crushed ad got a lot of flak; it was interpreted as a metaphor for the suppression of creativity by technology. Apple eventually apologized, with an exec saying it “missed the mark.”

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">We would never crush creativity. <a href="https://twitter.com/hashtag/UnCrush?src=hash&amp;ref_src=twsrc%5Etfw">#UnCrush</a> <a href="https://t.co/qvlUqbRlnE">pic.twitter.com/qvlUqbRlnE</a></p>&mdash; Samsung Mobile US (@SamsungMobileUS) <a href="https://twitter.com/SamsungMobileUS/status/1790824457365594487?ref_src=twsrc%5Etfw">May 15, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

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Samsung has a lot to say in the 43-second ad. Samsung’s message is “Creativity cannot be crushed”. The ad shows a woman walking through the destruction Apple’s hydraulic crush left behind. Amidst the rubble, she picks up a crushed guitar and starts strumming. The camera then pans to show that she’s reading musical notes on the Galaxy Tab S9 Ultra. Samsung conveys the message that while instruments may be crushed, creativity cannot be.

Internet was quick to react. Communications consultant Karthik Srinivasan applauded Samsung's ad in a LinkedIn post.

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The tone deaf ad drew flak from celebrities like Hrithik Roshan and Hugh Grant.




Samsung takes a jab at Apple; capitalizes on controversial iPad Pro ad

It was in the year 1970 when Durex first got into advertising globally. Fast forward to 2010, they were acquired by Reckitt Benckiser, and since then, most of the advertising campaigns from the brand have been known to highlight sexual wellness and a healthy sex life.


<img src="https://images.storyboard18.com/storyboard18/2024/05/Untitled-design-2024-05-16T083008.624-2024-05-9dbc24264b6b3d3af0cf5c7e2bb77256.jpg" alt="" width="938" height="938" class="alignnone size-full wp-image-31618" />


On May 13, Durex launched a campaign on Durex Lubes, #ExplorersWanted, where human anatomy was used as a bodyscape. As Anusheela Saha, national creative director and head of design, FCB India, explained, “A lot of Durex consumers did not know what Lubes were. Hence, the market penetration of Lubes has always been very minimal. Lubes are a product for a specific need, but we just wanted to explore Lubes in a new way, maybe as a tool for foreplay or as a tool to spice it up for couples’ sex life.”

Saha talks about the #ExplorersWanted campaign, marketing the brand, and more.

<em>Edited Excerpts</em>

<strong>Could you explain the genesis of the campaign?</strong> 

When we got the brief, we came across a very interesting data point. We got to know two things. About 70 percent of the Indian married couples were open to experimentation in their sex lives.

A lot of Durex consumers did not know what Lubes were. Hence, the market penetration of Lubes has always been very minimal. Lubes is a product for a specific need, but we just wanted to explore Lubes in a new way, maybe as a tool for foreplay or as a tool to spice it up for couples’ sex life. 

And that's when we came upon the term ‘Explore’. How do we explore what's already there? The moment I heard ‘Explore’, John Mayer's song was going on in my head, which said, ‘Your body is my wonderland’. And from exploration, we actually came to the landscape.


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The song itself lends itself to such gorgeous imagery, of exploration between a couple and therefore takes lovemaking to a different kind of exploration. And that's what we wanted to do with Lubes. So, ‘Wonderland’, which John Mayer calls, became ‘Bodyscapes’. 

We actually thought of using human anatomy as bodyscapes and almost like how we would explore things. And, when we are going on vacation, we have favorite spots to visit. For example, Cape Town, Kyoto and all these amazing vacation spots were given amazing names.

So, Kyoto actually became K Y O T O E. You know, and Cape Town became NAPE TOWN. The Czech Republic became the CHEST REPUBLIC. It was quite an exploratory trip that we had when we were doing the creative and hats off to the brand team for actually buying a concept like this, Because, whoever's seeing the work, they're all saying, ‘This is so unlike the regular work on Durex’. This is because, from the beginning, it was thought of as pieces of art and it is almost a surreal journey into lovemaking and foreplay.

Therefore the hashtag ‘ExplorersWanted’. 

<strong>Could you explain the media mix and marketing mix for the campaign?</strong>  

This product has a very limited market penetration. There are only very few people who would have heard or who would have known the existence of Lubes as a product.

Therefore, the media mix that we went with was specifically digital, and not meant for television. And when we kind of came up with the main idea of ‘Bodyscapes’ and ‘Explorers Wanted’, what we actually thought could be an interesting way of looking at it and to give it a different kind of breadth was to look at travel influencers.

That's when we approached Savi and Vid (@bruisedpassports). We also approached Daizy and Ankit (@the.vogue.vanity). Then there was Saloni Chopra and Rahul Bhattacharya (@unplannedby) and they are well known travel influencers with great following. We gave them the brief that if you were to go on a vacation and you were to go and explore your favorite spot, how would you do it?

Therefore, we launched teaser campaigns, which actually have the couple probing the audience to guess what could be a favorite spot. Somebody says, Cape Town and in the next one, Nape Town bit of the edit of the film plays.

<strong>We are living in a very polarised environment where anything or everything pertaining to crucial subjects receives backlash or criticism. Were there any sort of inhibitions or challenges during the making of this campaign? </strong>

There were no inhibitions. The brand team was fabulous for picking up such a subject and giving it to us. There was almost a free hand to do a lot with the filmmaking, because this is filmmaking at its very granular best.

What we did face a little bit of a challenge was with the strict guidelines put down by Meta. Hence, we had to put it in the guardrail and yet make bodyscapes work. So, that was very tricky because partial nudity or nudity on Meta is not kind of permitted.

So, how we could play the game was tricky. But, as you can see, the campaign is very much live on Instagram and is getting lots of love. So, we managed to kind of go past it in a different way.

<strong>Let's be honest. The word ‘Sex’ is still considered a taboo in India. From your observation, how have discussions around this subject improved in India?</strong>

Whether it is India or abroad, sex will always be considered a taboo topic.

In some places, it will be given a little bit more leeway. In more conservative countries like India, it will be a lot more restrictive. But, when we approach a brand like Durex, we know what is the purpose of the brand to exist. And, we actually have to keep these things in mind.

So we went ahead with an idea, which we knew that a lot of people may say, ‘Oh my God, it was just too bold.’ ‘Oh my God, did they really have to go through this route?’ ‘Was there no other way to do a Lubes commercial?’ But we believed in an idea and we actually treated lovemaking like a piece of art.


So, when you treat something, which is taboo and give it that breadth in the form of a piece of art, then it becomes very acceptable because when we put the lens of art, then society seems to be a bit more acceptable to a lot of things because it's art.

In no way, you would see anything cringeworthy in the piece of work. It's just so liberating to see it as a canvas of art actually. 

<strong>Since when has FCB India been handling the mandate of Durex?</strong>

We don't work on Durex as a brand. This was actually a one off project. But, it's just that they were kind of struggling to crack something on Lubes for quite some time. And they had heard of the kind of work that we do.

So they reached out to us. We went armed with concepts and this was one of the concepts they picked up. We can all see how it looks now.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/storyboard18-exclusive-dettol-and-durex-maker-reckitt-benckiser-india-calls-for-media-pitch-7859.htm">Storyboard18 Exclusive: Dettol and Durex-maker Reckitt Benckiser India calls for media pitch</a> 

When a taboo topic is given the shape of an art, then it becomes acceptable: FCB India’s Anusheela Saha

Dentsu Group reported Q1 organic growth of -3.7%. The soft start to the year was in line with internal expectations, the Tokyo-headquartered global ad holding company said in a statement. Looking forward, the Group reiterates FY2024 organic growth guidance of c. 1% and margin guidance of c. 15%. The Group continues to expect the recovery in organic growth to be second half weighted, with confidence underpinned by new client wins and the easing of existing headwinds.

Customer Transformation & Technology (CT&T) is reported at 30% of Group revenues, lower yoy given the cyclical downturn within the segment, strength in the media businesses and a realignment of revenues internally into other practise areas as we look to ensure our services and offerings are globally consistent. This had an impact on our revenue ratio and will continue to impact throughout this year.

In 2024, focus remains on internal investments and returning the Group to growth, the company said, adding that the Group continues to accelerate the shift to One dentsu to create a unified global network, further integrating the group’s diverse capabilities. 

Group net revenue JPY 286.4bn (YoY 6.3%, -1.0% at constant currency)
• On a constant currency basis Japan reported 2.3% growth in net revenue in the first quarter, the Americas a decline of -1.4%, EMEA a decline of -4.2% and APAC growth of 0.6%.
• Reported net revenue increased 6.3% with currency positively impacting by JPY 18.1 bn and M&A contributing JPY 9.9 bn.

Group organic revenue decline -3.7%
• Q1 in Japan, organic growth was robust and ahead of expectation with a continued recovery in advertising, double-digit growth in Internet media and a healthy TV spot market. The Americas reported Q1 organic revenue decline of -6.6%, a soft start to the year due to continued cyclical pressures in CT&T, although Q1 results were in line with internal forecasts. EMEA reported organic revenue decline of -9.4%, but with a mixed performance across the region. APAC reported organic revenue decline of -7.1%, in line with expectations with improvements in some markets, including China. 

APAC Q1 organic revenue -7.1%
• APAC ex Japan reported organic decline, although results were ahead of internal forecasts. Media reported momentum in client spend in China. Creative reported a reduction in client spend in a number of markets, but has momentum with client wins in India & China which are yet to impact revenues. India is still impacted by the annualization of client losses in media from Q2 2023. In Southeast Asia, there was a modest improvement in organic growth in Thailand as TV spend continued to resume post government formation in Q3 last year. The Philippines saw continued momentum following strong new business wins at the end of Q4.
The region is on track to deliver forecasted results for the full year with the cycling out of clients lost in 2023 and an easing of comparables into the second half. 

Hiroshi Igarashi, President and Global CEO, Dentsu Group Inc., said, "The first quarter delivered an organic revenue decline of -3.7%, in line with our internal forecasts and leaving us on track to deliver our guidance of c. 1% organic growth for the full year 2024. Our confidence comes from a stronger outlook in the second half of the year. The Group will benefit from momentum in client wins, yet to impact revenues, from cycling out of accounts lost in 2023 and a significant easing of comparables." 

"We believe the future of our industry is driven by client demands for greater integration of services," he said. "Clients are searching for a marketing transformation partner that can deliver true integration of media, dynamic content and data insights via solutions that seamlessly connect brand potential to business impact. This aligns perfectly with our strategy of growing our clients’ businesses through integrated growth solutions." 

Igarashi reiterated, "Our promise to clients is that we are innovating to impact. By simplifying and integrating our offerings into an ecosystem which makes sense to clients, we can continue to push the boundaries of what’s possible through experience and business transformation." 

Dentsu Group's global chief Hiroshi Igarashi stresses on integrated growth solutions

Spice Money has announced the launch of its VIP Program, designed to provide a four-fold exclusive benefit package to its network of 14 lakh Adhikaris. This program is tailored to enhance their experience and drive growth in their businesses. This initiative in the segment is designed to offer premium benefits, personalized assistance, and exclusive earning opportunities, ensuring that high-transacting Adhikaris receive exceptional service, support, and priority attention. 

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This program aims to identify and reward the top-performing Adhikaris(Merchant)by providing them with a clear path to increased earnings and enhanced services. This initiative will lead to the loyalty of Adhikaris, ensuring their commitment to the Spice Money platform through exclusive benefits and additional earning opportunities. Any Adhikari (Merchant) looking to advance within the Spice Money network can join the VIP Program.

<strong>Key Features of the VIP Program:</strong>

·Transactional Benefits: Adhikaris enrolled in the VIP Program will enjoy additional commissions on core products such as Aadhar-based withdrawals AePs, DMT, and financial services products like opening of CASA and consumer loan products.

·Care Benefits: VIP Adhikari's will receive special care and support due to their high transaction volumes, ensuring seamless operations and maximizing transactional volumes.

·Discounts on Services & Hardware: The program offers discounts on hardware, including the change of biometric devices as per UIDAI guidelines as an industry-wide change in the ecosystem, leading to a reduction in fraud.

·Personal Benefits: Spice Money is also committed to offering personal benefits such as insurance and scholarships for Adhikari's children, providing a holistic approach for a Nanoprenuer to grow their business

The VIP Program is open to all Adhikaris aspiring to advance in their Spice Money journey. Adhikaris can choose from three levels of subscription plans, Basic, Advance and VIP plans starting at Rs. 199 as an introductory monthly price, tailored to meet varying needs and preferences. 

Dilip Modi, Founder & CEO, Spice Money, said, “The VIP Program is a testament to our commitment to acknowledging and rewarding the outstanding performance of our top Adhikaris. This initiative provides them with a clear pathway to increased earnings and superior services, aligning with our mission of fostering financial inclusion and empowerment in emerging India.”

Kuldeep Pawar, Chief Marketing Officer, Spice Money, said, ”I am thrilled to introduce our VIP Program, another game-changing initiative from Spice Money tailored to elevate the journey of our high-transacting Adhikaris. This program not only recognizes the exceptional performance of our top Adhikaris and rewards it but also enhances their experience with exclusive benefits and personalized services. This initiative highlights our unwavering dedication to empowering our partners and revolutionizing rural banking in India”

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