Innovation by Tata Tea Premium : Jaago Re (Awakening)

After completion of 25 years Silver Jubilee, again Tata Tea has released fresh campaign on “Jaago Re (Awakening) with innovative concept on “Complete Duty” along with promotion of Tata Tea premium brand. Whenever, Brand feels that Indian people are sleeping, immediately come out with “Jaago Re” campaign & give reminder that “Awake”. 

Tata tea is a playing significant role in tea industry (Beverage Industry) which is the largest & one of leading brand in India whereas standing globally as second largest brand in Tea beverages industry. Tata Tea is not just only brand, but also it is most trusted & symbolic for their consumers. Even though, Tata Tea is also leader in TVC Campaign among the tea competitors. Though, tea market is dominated by Hindustan Unilever Ltd & Tata tea in which Tata Tea premium brand having 18% over market share.

 Every campaign of Tata brands having a unique concept like “Soch Badlo” concept has been introduced on 25 years celebration (Tata Tea), “Desh Ka Namak, Tata Namak (Tata Salt), Poochh ne mein kya jata Hai (Tata Sky DTH Service), “Jeet Ki  Ghanti Kabhi Bhi baj Sakti Hai (Tata Docomo) and Recently released “Complete Duty” (Tata Tea).

We can definitely say that Tata Tea brand is not only as brand leader but also Brand Campaign Leader that always connected with socially & understand the Consumers.

Tata Tea premium brand Punch line: - “Jaago re (Awakening)”. 
You can also visit websitehttp://www.jaagore.com/site/

Market Players:-
 Brooke Bond & Lipton (HUL), Tata tea (Premium, Gold, Life, Agni), Duncan’s, Eveready, Goodricke, GPI, Waghbakri (Gujarat), Girnar, Sapat, Dhunseri,Mohini, Society, Marvel etc.

Advertisement Link: - http://www.youtube.com/watch?v=hAEV1K8JuV4

Campaign brief & Brand Strategy:-

The strategy has executed about taste & strength of Tea that you are realizing about awake.

Brand is appealing towards Badi Patti (Big leaves) & Chhoti Patti (Small Leave) whereas it is appealing as socially towards “Big Duty & Small Duty”.  The ad film about, a husband is coming back at home along with 3 person on single bike & saying to his wife that they already awaken & come back, showing his finger that gave Vote and replying that he has finished Big Duty. Wife goes to make tea & replied let’s have make a tea of “Badi Patti (Big Leaves) for Big Duty & Chhoti Patti (Small Leaves) for small duty.

But, man could not understand the difference & asked which one is small duty. Ultimately, wife is explaining the difference that 3 person on single bike, break the traffic rules. So, when will you follow the small duty (Traffic rules)? Finally, he realized and started background music “Jaago Re”.

Voice over is conveying brand features Tata Tea Premium “Badi Patti ki khushbu Ke Sath, Chhoti Patti ka Dum” (Fragrance of Big Leaves along with strength of Small Leaves).  At then end of campaign, wife is appealing that “Big & small are altogether, it’s completed either its Tea or Duty”.

Overall, it is good & creative campaign as usual that really AWAKENING…

Jaago Re… Share your views…

Big Bazaar : 6 days Maha Bachat (Halla Bol)

Big Bazaar, “The Great Indian Kitchen Festival” has just finished on 31^st July, 2012 and now Big Bazaar again comes up with innovative but much effective concept “Mehengai Pe Halla Bol (Awake towards Dearness)”. People are facing much dearness in India & day by day, things are also becoming much costly.

It is core competency of Big Bazaar that introducing various innovative scheme in terms of “Pricing strategy” where consumers can able to buy quality product with best price. Big Bazaar is the only hyper market brand that providing good offer price & opportunity for Indian consumers as well as also trying to remove the consumer’s psychology about “Things are costly in malls”.

Big Bazaar has introduced special campaign “6 Days Maha Bachat (6 Days Big Savings)” on the festival of Independence Day of India.  The offer has already been commenced on 10^th Aug.’12 & shall end on 15^th Aug. ’12. Yet, no any competitive retail (Hyper-market) brand has introduced such offer. In fact, if you shall watch the television commercial, you shall really get feeling & attraction not only towards advertisement but also toward purchase the things.

Offer: - 6 Days Maha Bachat

Offer Period: - 10^th Aug. ’12 to 15^th Aug. ‘12

Advertisement Link: - http://www.youtube.com/watch?v=RQ7Jy0Wyknk

The campaign execution, concept, scripting, ad film shooting of mass people with banner of “Halla Bol’ (Especially Middle class / lower middle class people) etc. are really nice as well as effective and another importance of this campaign is “Voice Over & its Impact”. Voice over is generating influence in mind of consumers & it awakes to consumers.

One thing can definitely say that no any competitive brand can lead to Big Bazaar; Big Bazaar is really Very Big & Very difficult to compete.

For details information, You can visit your nearer Big Bazaar Store Locator.

Share your Views … Dil Khol Ke Halla Bol…

Switch To 'SOFY' Side Wall

After long time, ‘Sofy’ (a brand of “Unicharm”) has come out with confident campaign & confident brand ambassador. Though, in India a sanitary napkin market is dominated by two leading brands Whisper & Stayfree.

“Sofy” is brand which is appealing towards ‘flexibility’ where woman can feel relax & do anything with freedom during menstrual period. And, that’s why brand is trying to take strong position & generate more awareness as “Sofy Side wall”. It can also be say that core competency for “Sofy” brand because brand is showing that easily absorbency & flexibility during menstrual period.

Advertisement Link: - http://www.youtube.com/watch?v=EGZQFhG2yXo

Branding Strategy:-

Recently, Stayfree has already been released its new campaign “Muje Pankh Dedo (Give me a wing), that campaign is supporting to “UNICEF INDIA” whereas a 2 week ago ‘Sofy’ brand has also released new campaign “Be Confident, Switch to Sofy Side wall’ which is being endorsing by Bollywood star Ms. Anushka Sharma.

Previously, ‘Sofy’ brand was endorsing by Bollywood Star Ms. Prachi Desai but unfortunately, it was not getting that much success. But, now ‘Sofy’ brand has sign to Ms. Anushka Sharma as brand ambassador because brand is believe that she is energetic girl who can enable to give confident as well as Anushka Sharma has already given hit movies where she has been played key role.

Anushka Sharma  can be become  perfect for ‘Sofy’ brand and today she is already being endorsing brands like Nevia cream, TVS Scooty  Pep, Reliance net connect etc. and now ‘Sofy’ brand.   Overall, all brands are targeting to young consumers.

Yet, ‘Sofy’ brand is not much aware in India & also not available everywhere in India. Though, new campaign may enhance brand awareness, it would be work in order to cover the market & build up confident image.

‘Sofy’ brand is conveying message in TVC that it gives protection due to flexibility where you can enjoy everything with full of freedom & confident. At the end of TVC, it has shown by writing “Switch To” Sofy Side wall which is really used great strategy & conveying message against competitors (Whisper & Stayfree) that switch to ‘Sofy’ brand.

Ultimately, on this time ‘Sofy’ is conveying “Simply Message, but very confidently” for all young girl. 

The Great Indian Kitchen Festival by Big Bazaar

“The Great Indian Kitchen Festival” is now back again by giant hyper market brand “Big Bazaar” (Future Group). This Kitchen festival is already commenced from 9^th July, 2012 and will finish on 31^st July, 2012. It is covering totally range of Kitchenware, also guide about kitchen makeover tips.

There is an organized contest where customers will have to submit their kitchen photo & fill up participation form, and chance to win of “Best Kitchen Prize, Creative Kitchen Prize and modest kitchen prize. For more details, you can visit your nearest Big Bazaar Store.

Festival Period: - 9^th July, 2012 to 31^st July, 2012.

 It is really nice concept and innovative promotional strategy is being used by Big Bazaar, kitchen is most favorite place for women or it can also be says that kitchen is most closet friend for women where they are caring much, organized well, they always tries to makeover more convenient.

Recently, a week ago television commercial campaign has been released, where it shown all range of quality kitchenware with family. Big Bazaar is the only hypermarket brand which is always coming with innovative strategy with the consideration of consumers benefit. It also gives customers intrinsic value, increase brand equity & customer satisfaction.

Advertisement Link of “The Great Indian Kitchen Festival” :-

http://www.youtube.com/watch?v=ncdnv_kkitw

Big bazaar may be coming with another various offer on the festival of Independence Day, Janmashtami (Born of Lord Krishna), as well its regular campaign is going on every week of Wednesday which is known as “Wednesday Bazaar “. 

Overall, it can say that among the other competitors brand, Big bazaar one of the utmost active brand (Hypermarket category in India) which is focus on consumer behavior, understand their needs & demand.

Wait n Watch for next Innovative promotional offer in upcoming festive season…

Women for change - Stayfree & UNICEF

Superb! A very strong challenge is being given by Stay free (Brand of J & J) in sanitary napkin segment. A well – known only two leading brands & executing various strategy with innovative concept at regular interval i.e. only Whisper & Stay free. Both of brands are dominating in sanitary napkin segment, as well both are giving challenge to each other in order to stay as leader brand in India.

Overall Whisper & Stay free brands have already been taken good position in market & also movement of both brands are well where once any women / girls have buy, then very difficult to churn from one brand to other brand. Because, once women / girl are getting convenient during their menstrual period, then very less chance to move towards other brands.

Whisper has got positive feedback from its new campaign which was executing before 3-4 months ago. It has run very successful with strong punch line “Whisper Hai Toh Possible Hai” which is being endorsed by Indian Tennis Star Ms. Saina Nehwal . Whereas same time, Stay free has also been released new campaign “Woman for change (Ab waqt hai soch badalne ka)” by sponsored with new series (Diya Aur Bati Hum) on Star plus channel.

Market Players: - Whisper, Stay free, Sofy side wall (Segment Sanitary Nepkin)

Brand Endorsers: - Indian Tenis Star Ms. Saina Nehwal is endorsing Whisper brand.

Bollywood Star Ms. Prachi Desai is endorsing Sofy Side wall brand. And, Sharmila Tagore, Sakshi Tanwar and Sneha are endorsing Stay free brand.

But, now again Stay free has come up with innovative concept & effective as well as healthy campaign that really giving challenge to competitors. Stay free brand has introduced C.S.R. concept with the integration & support to UNICEF India (United Nations International Child’s Education Fund) by moving towards rural area & tap to rural market.

This is really good strategy which is executed by Stay free and the campaign (Women for Change) will be working itself, it will generate good opportunity to tap rural area, build up brand image, market coverage etc.  This new campaign is being endorsed by three Indian celebrity Sharmila Tagore, Sakshi Tanwar and Sneha  & all of them are playing different role for different women segment .

Advertisement Link:- 

http://www.youtube.com/watch?v=gatKwp4kplU

http://www.youtube.com/watch?v=4Pe-nBm0vpA

Campaign Brief: - Normally, rural girls are facing much difficulty in their menstrual period during studying age, and unable to come out from home despite of they want to fly freely. The jingle is conveying message “Want to fly freely, give me wings”, and if you will see the ad thoroughly, it has shown girl’s life in rural area from childhood to teenage. The campaign is also conveying message that they can able to do anything, it build up confidence.

At the end of campaign that celebrity conveying message “Women for change” where every women can able to get right to live healthy & happy life.

Ultimately, this campaign is trying to build up confidence of all rural women / girl who are facing various kinds of inconveniency during their menstrual period. For, that Stay free is now supporting to UNICEF where it can be reach to rural market & also build up brand image as good C.S.R activity.

“Women for change”, it is good chance to make revolution for “Stay free”…

Now, waiting for Whisper campaign… What Whisper will bring new?

Fair & Lovely Advanced Multivitamin : Fairness Treatment

Today, people are becoming more n more health conscious, doing various kinds of skin care, body care & personal care treatment. And, there are immense of fitness centers, private skin clinic, therapy centers, body massage center etc. available in India. Another side, there are also available enormous brands for skincare, hair care, body/personal care & conceptually products range are increasing day by day.

Now a day, brands are working like “one stop solution” for consumers. Consumers are also became “Convenience Conscious along with price & quality conscious. The simple thing is that company is introducing a kind of product where consumers can able to take more benefit with convenience. Because, company is understand  very well consumers demand as well as also create that type of product with ease concept where demand generate automatically.

Recently, Fair & Lovely brand (Hindustan Unilever Ltd) has extended its brand length & introduced new brand which is known as “Fair & Lovely Advanced Multivitamin”. The TVC has already been released in April ’12 month which is endorsed by Ms. Yami Gautam as well as Ms. Yami Gautam is already being endorsed whole Fair & lovely skin care brand portfolio.

New brand: - Fair & Lovely Advanced Multivitamin

Punch line: - Sirf cream nahi, fairness treatment hai (It’s not just cream, its fairness treatment)

Concept: - Branding campaign is appealing against skin care treatment where you do not need to visit skin care clinic for better fairness because this Fair & Lovely Advanced Multivitamin” is giving you fairness against spots, under eye treatment, De-tan polish treatment, anti dullness &vitamin mask. And, the U.S.P. (Unique Selling Proposition) is “Its not just cream, it is fairness treatment”.

Advertisement Link: - http://www.youtube.com/watch?v=UrAFwfbvbjY

Strategy Execution: - In every Fair n lovely campaign, Strategy executions is well-planned & very much effective as usual. As well, it is always coming with innovative concept & ideas. This campaign is clearly shown that one cream is giving you effective fairness treatment as like skin clinic.

That’s why brand is focus more on that “it’s not just cream but its fairness treatment. Today, Fair n lovely is one of the leading brand among skin care segment.

Let’s share your view about new concept …

Understand Consumer Behavior & Needs And Tata Sky

Great surprised given by Tata Sky, introduced simultaneously 3 campaigns in D.T.H service market. Really it can say that Tata Sky only brand in D.T.H Service providers market which understands “Consumers needs & behavior”.

 Just before 3 months ago, Tata sky has released service campaign like 24x7 hour call center service, relocation service, and In-time service. Now, a week ago again Tata Sky has released another 3 campaign with new concept & ideas.

We can say the core competency for Tata Sky is: - Provide Service by understanding Consumer behavior & needs. Yet, none of any brands have been executed such services in market.

Tata sky brand has already been created strong brand image with the punch line of “Isko Laga dala to life jinga la la”.

Total Market Players: - Dish TV, Tata Sky, Sun direct, Videocon d2H, Airtel Digital TV, Reliance Big TV

Website Link: - http://www.tataskyplus.com/vod.html

The new campaigning:-

(1) 3 Day grace period: - It is focusing on that Tata sky is offering 3 day grace period for payment. If you have not make payment on last date of bill, your connection will not disconnect because Tata Sky is offering 3 day grace period where you can make payment easily.

(2) Payment Reminder: - This campaign is focus on payment reminder, if you are supposed to migrate from one state to other state or made change in your mobile number, immediately provide to Tata Sky in order to give payment reminder call.

(3) Package Advisor: - Tata Sky is offering best package advisor service where consumers can enjoy well, satisfy with channel package, saving amount. They can also offering best package from your previous bill if you are existing consumers.

Strategy Execution:-  In every campaign, Tata sky has been used “women”, as companies are believing that women are most influencer in market, even though majority brand campaigns are being promoted by adopting women. The same thing done by Tata Sky as well as it has used women with the purpose of service & target market.

Advertisement Link: -

http://www.youtube.com/watch?v=MXVZx7nElJU (3 days grace period)

http://www.youtube.com/watch?v=B-miRIJVpD0&feature=related (Payment reminder)

If you will analyze in 3 day grace period & Payment reminder service campaign, both women are looking young. And, it has also shown young married women in “Payment Reminder” campaign.

Advertisement Link:-

http://www.youtube.com/watch?feature=endscreen&v=SiNUpo73qIY&NR=1          (Package Advisor)

In Package Advisor campaign, it has shown 3 women who are playing different role, their different view & all 3 women are looking from different category (Age wise) like young & unmarried (22 to 28 age appx.), old age  & married (48 +age appx.) and married women (32 to 42 age appx.).

That old age woman is speaking about “Insurance company” that’s insurance company (Employees) taking any insurance by manipulation or without giving any proper advise. Even today’s people are feeling inconvenient about insurance sector as well as people are avoiding call from insurance company, too much negative perception in mind of people.

Being used the word insurance company by Tata Sky, it may give negative impact in mind of insurance company which also can be effect on Tata Sky brand. This campaign becomes much better without using word “insurance company”.

Overall, Tata Sky has introduced good services, but it will be much better when Tata Sky will get positive feedback & benefit from these services.

Let’s see how Tata Sky will maintain brand & consumer behavior…