Tag: Group Creative Director

News

Mondelez India Launches Bournvita Crunchy

Dec 17, 2020 by Rekha Nair 0 Comments #Akshay Seth, #Associate Director – Marketing (Biscuits), #Group Creative Director, #Mondelez India, #Ogilvy India, #Ogilvy India and Chinmay Raut, #Senior Creative Director, #Sudhanshu Nagpal

INDIA :Mondelez India, the makers and bakers of some of India’s favourite snacking brands – Cadbury Dairy Milk, Bournvita, Oreo, etc., announced its expansion into the wholesome biscuits segment with the launch of Bournvita Crunchy. With this new launch – ‘A Crunchy Bite of Wholegrains & Berries’, the company is further strengthening its ‘Better for You’ product offering, fulfilling the constantly evolving snacking needs of consumers looking for balanced indulgence. Bournvita Crunchy will be available on shelves, across the country, from mid-December 2020.

Commenting on this new launch Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India said, “As per our recently released State of Snacking TM Report, most Indian adults say they are snacking more today, than before. Given the unprecedented times, health and hygiene has become very important for our consumers and they are looking up to their trusted snacking brands for nourishment and wellbeing. Taste continues to remain an important factor for our consumers, as they choose snacks to create eat experiences with their families, at home. Bournvita Crunchy brings together the best of our global category expertise and innovation with these local insights and experience.

Our endeavour has always been to provide unique eat experiences and a broad range of product offerings to our consumers – from indulgent to wholesome. Our latest launch – Bournvita Crunchy, is in line with this commitment and we’re confident that this wholesome product with provide our consumers with a ‘guilt-free’ snacking experience.”

Bournvita Crunchy will be yet another addition to the ‘better for you’ product from Mondelez India, that includes products like Cadbury Dairy Milk – 30% Less Sugar, Bournvita Biscuits, various portion control Home Treat packs etc. Bournvita Crunchy is priced at INR 30 for a tray pack (100 gms) and INR 60 for a carton pack of (200 gms).

The launch will be supported with a high-decibel integrated marketing campaign, including a TVC, in line with Bournvita Biscuits’ much-loved proposition – ‘No More Excuses’. Conceptualised by Ogilvy, the TVC funnily breaks down the label of wholesome snacks being boring and reiterates that one can focus on their well-being without compromising on the taste by letting consumers know that ‘Ab badon ke bhi bahane khatam’.

Commenting on the TVC, Akshay Seth, Group Creative Director, Ogilvy India and Chinmay Raut, Senior Creative Director, Ogilvy India, said, “In today’s times, the emphasis on healthy eating has increased manifold. But adults, like children, are equally fussy about healthy eating. The Bournvita Biscuits Crunchy launch gives the brand proposition of #NoMoreExcuses a new dimension by highlighting the child-like behaviour adults exhibit at the mention of wholegrain and how they do a U-turn when they realize that healthy can be tasty.”

News

ITC’s Mangaldeep Agarbattis brand Launches a new TVC “The Tradition of Sandal” starring Bhumika Chawla, ITC Mangaldeep’s Brand Ambassador

Dec 12, 2020 by Rekha Nair 0 Comments #Agarbatti & Safety Matches Business, #brand ambassador Bhumika Chawla, #Chief Executive, #Group Creative Director, #ITC Limited, #Mangaldeep, #Mr. Rajesh Mani, #Mr. Ravi Rayavaram, #Ogilvy

New Delhi: Mangaldeep, ITC’s leading Agarbatti brand announces the launch of its brand new TVC campaign, “The Tradition of Sandal”. The new campaign will reinforce Mangaldeep sandal variant’s strong preference with consumers that exemplifies tradition and uniqueness of the product. The TV commercial stars Mangaldeep’s brand ambassador, the popular star Bhumika Chawla, as the protagonist, passes-on the tradition and legacy of Mangaldeep Sandal. Bhumika has been associated with Mangaldeep for over 2 years now and has won hearts of many with her role as a caring mother.

Mangaldeep’s New TVC, for its flagship variant ‘Mangaldeep Sandal’ is a warm and heart-rending film which revolves around tradition, nostalgia and legacy associated with the variant. The scent of Mangaldeep’s Original Sandal Agarbatti takes her back to her childhood, to the tradition of making sandal paste with her grandmother for daily puja. Now Bhumika and her children, continue the legacy of sandal with Mangaldeep Original Sandal Agarbatti. The new commercial eloquently captures the devotee’s strong association of the fragrance of Mangaldeep Sandal with the tradition of real sandalwood used in daily puja.

Mangaldeep further expands the offerings in its sandal portfolio with the launch of two new fragrances, “Mangaldeep Classic Chandan“ and “Mangaldeep Rose Chandan”. Mangaldeep Classic Chandan is a new sandal fragrance with a calming and soothing aroma, with distinct brown battis, specially crafted for consumers looking for a rich sandal fragrance. Mangaldeep Rose Chandan is an innovative new fragrance, inspired by age-old custom of mixing rose water with sandal paste. It is a perfect blend of rose and sandal fragrance, curated to provide an exceptional sensorial experience to consumers.

Speaking about the new campaign, Mr. Ravi Rayavaram, Chief Executive, Agarbatti & Safety Matches Business, ITC Limited, said “Devotion is the ethos of Indian culture, and when we talk about devotion, agarbattis inevitably become of immense significance. Our flagship variant Mangaldeep Sandal is one of the best products in this category and has long been loved and trusted by devotees across the country. Our new communication celebrates the tradition of original sandal and its close association with the fragrance of Mangaldeep Sandal agarbattis. It also announces the launch of our 2 new variants, Mangaldeep Classic Chandan and Rose Chandan in the sandal fragrance space.”

Mr. Rajesh Mani, Group Creative Director, Ogilvy, said “Sandalwood has a huge legacy in India; right from the ancient times to the modern. And now times are such that people are actively seeking solace in familiarity and nostalgia. The scent of real sandalwood never fails to evoke a sense of nostalgia in people. Creatively it’s a trip down the memory lane for our brand ambassador Bhumika Chawla when she lights up a Mangaldeep Sandal agarbatti. The fragrance of real sandal transports Bhumika to her childhood. In short, Mangaldeep Sandal evokes the fragrance of real sandal.”