Fevikwik Todo Nahi Jodo

With all the great campaigns that were made in the last three years, this is a personal favorite and
has Top of the Mind (TOM) recall. The ad was released during ICC World Cup 2015 weeks
before India v/s Pakistan match.

The ad showcases two soldiers representing both the nations at the Wagah border for the
‘Beating Retreat’ ceremony, until something unexpected happens. During the act the Indian
soldier notices that his Pakistani counterpart has some problem with his shoe sole. To save his
counterpart from embarrassment the Indian

solider uses Fevikwik on his sole and makes it

perfect again.

Image Source : Youtube

What we can learn

The ad was aired during world cup 2015 when the sentiments were at an all-time high to support
India. After the ad was uploaded on Fewikwik’s YouTube channel it crossed a viewership of
9,50,000 views! The brand promoted the ad with hashtag #TodoNahiJodo. Below are a few
tweets during the world cup match :

Image Source: www.business2community.com

Aviva Padding up with Sachin

When it comes to branding for insurance companies the two key factors that are part of
communications are “fear and action”. One of India’s leading insurance companies, Aviva Life
Insurance – A joint venture between Aviva and Dabur India roped in cricket legend Sachin
Tendulkar as its brand ambassador. Padding up with Sachin campaign focuses on the bond
between father and child by way of a series of cricket tutorials and interviews using social media
platforms like Facebook and YouTube.

‘Padding up with Sachin’ throws

light on protection and being an
insurance company Aviva has
played it very creatively. In this
campaign Sachin focuses on the
importance of parenting and
protection while he gives batting
lessons to viewers via “Padding
up with Sachin” and shares some
of his own parenting lessons in
‘Sachin Off-Guard.’

Aviva created an app on Facebook for “Padding up with Sachin”. The app, accessible only to
those who like the page, allows viewers to watch videos of the master blaster himself. The page
also had contests and winners were declared
on a weekly basis thereby resulting in more
engagement with its fans.

What we can learn

Cricket is one sport that brings families

together. Getting A sports celebrity like
Sachin Tendulkar to represent the brand
helped Aviva to connect with its customers
and target its prospects. The campaign
connects Father – Son relationships with
cricket, subtly highlighting Aviva’s child
insurance plans.
Coca Cola – Small world machines

Coca Cola is known to experiment a lot with its branding and it has managed to pull these off
very nicely most of the times! One such case was the “Small World Machines” campaign which
was planned and executed in India and Pakistan simultaneously. A vending machine was placed
in two well-known malls in Delhi and Lahore. Each vending machine featured a webcam and a
large touch screen monito

Shoppers could grant each other

free coca cola – but only if both
parties participated in a series of
simple activities like making
hand gestures, dancing identical
steps and so on.

What we can learn

This campaign got an awesome

response and even won a couple of awards in the best campaign category. As consumers
involved in the campaign were
happy, you could say that the
“Open Happiness” campaign
fared extremely well! The
biggest challenge in executing
this was logistics. As two
agencies were involved to give
this campaign shape, it was
even more challenging.

Coke gave out 10,000 cans of

soda during the campaign, as a
part of the brand’s larger
mission to associate its product
with happiness. Coca Cola has not yet revealed the outcome of this campaign, on whether it has
boosted sales in both the countries.
Mauka Mauka by Star Sports

Cricket- the word is more than just a sport. For Indians it is next to religion. Every 4 years when
cricket teams prepare for the world cup the sentiments are at an all-time high. Same was the case
in the recent 2015 ICC World
Cup and to catch up with the
rush, majority of Indian brands
started planning their
campaigns well ahead in time.
One campaign which came out
of the box was the Mauka
Mauka campaign by Star
Sports. The ad campaign was
executed by Bubblewrap Films
which helped Star Sports fetch
an incredible share of
conversations and sentiments
with its word cup theme.

The Mauka (opportunity)

The ad was first released on

digital platform YouTube on 7th
February, 2015. Within 12
hours of being online, the ad
got more than a million organic
views. The ad not just created a
buzz in India but also in Pakistan.

What we can learn

Start Sports tested the ad first on YouTube before running the TVC which helped them to gauge
the sentiments around the campaign and increased the confidence of the marketing team to
proceed further. The success of the ad lies in it having successfully captured public sentiment
with a pinch of humor
CEAT Tyres: Keeping idiots at bay

CEAT has been a trusted brand in India for quite a long time. To promote the product’s core
features- superior road grip and safety, the brand launched a 360 degree campaign which was
planned and executed by Ogilvy India. The agency beautifully raised the point that the roads
would always be full of ignorant people, but with CEAT bike tyres, at least the rider is assured of
safety.

What we can learn

CEAT extended the same “Be Idiot Safe” campaign on the digital platform starting with a micro
site www.beidiotsafe.com. The brand engaged viewers by inviting them to post videos where
they had faced similar issues. It is worthwhile to look at CEAT’s brand strategy for different
product lines. For instance the campaign for its SUV product range is just as effective. This is a
clear example that in marketing the outcome is always great, if fear is positioned correctly.
Center Fresh – Zubaan pe rakhe lagaam

Over the years the team at Perfetti Van Melle have perfected the brand identity of Center Fresh
as a youth brand .Center Fresh was launched in India in 1996 and throughout the years ,it has
maintained the freshness aspect in its communication.

This ad was aired in 2011 and was an instant hit with youngsters. The brand got useful insights
about increasing viewership on YouTube, and used it to launch its digital marketing campaign.

Post this ad, Center Fresh launched a new campaign called “Gum Charades” in lines with the
original positioning “zuban par rakhe lagaam”. For this campaign Center Fresh created a
microsite and a Facebook app to engage with its audience. This campaign garnered more than 5
lakh views on YouTube and generated a lot of engagement on the Facebook page.

What we can learn

The communication idea is simple: Chewing gum keeps your

mouth busy. The best part about this campaign is that the
communication is direct and has a funny tone to it. The
challenge for the agency i.e Ogilvy India is to keep the humor
quotient high with each campaign. They have to constantly find
innovative and exciting ways to reinforce the brand proposition
yet keep it relevant, refreshing and contemporary enough for
the target audience. For Prefetti, Center Fresh has grown 25
times since 2000 and become the growth hacker brand in all its
product lines.
Coca Cola – Lets take an extra second

This campaign targeting the Middle East was released for Ramadan. The campaign is based on
the assumption that people judge others based on their appearance without knowing the other
person and often forming wrong impressions or stereotypes.

With this campaign Coca Cola did something brave. Any guesses? Coca-Cola removed its logo
from its cans to encourage
people not to judge one another
and build stereotypes.

he ad features a group of
strangers invited to an iftar
party but the unique thing about
this iftar is that it is in a dark
room. They chat about various
subjects, and what they have in
common. When the lights come
up, it reveals a diverse group,
unexpectedly.

What we can learn

In the Middle East, it is very

common to drink coca cola while
dining. During Ramadan, families
and friends come together for iftar
to break the fast. It was a perfect
occasion to put forward the
message. Since the campaign was
launched during Ramadan it gave a
major boost to sales. Also, the
consumers in Middle East are now
more active on social media
platforms like Facebook, Twitter
and YouTube. Coca Cola is
leveraging two things in this
campaign –the Festive season and increasing users on social media. These factors worked as a
catalyst for the “let’s take an extra second” campaign.
Fortune Oil Ghar Ka Khana

Fortune Oil ad has to be the longest ad in the history of Indian advertisements. It is a 4.5 minute
film which was cropped to 2 minutes after the first day of telecast. The ad showcases that there is
no joy greater than the joy of eating home cooked food. Without mentioning the brand’s product
all that is portrayed in
this is a grand
mother’s love
towards her
bedridden grandson.

In 2011, Ogilvy India

had made a similar ad
for Fortune Oil
banking on the
relationship of a
mother – son duo.
The campaign titled
“Har Maa ke Dil
Mein” showed how a
mom surprises her son who works in the Indian Navy.

What we can learn

This ad campaign was an unusual one. A regular cooking oil campaign usually showcases
delicacies cooked in the oil but with Fortune oil it was a grand mother’s love that was positioned
in a beautiful manner.

The only thing that is a turn off with this Ad is the slow pace which might not hold the younger
audience’s attention span. YouTube views indicate that the ad has tremendous recall value; the
only challenge is to get people to see it on television. None the less, the brand took a risk of
running a 4.5 minute ad (movie) which paid off very well. The ad touched the emotional chords
of the viewers, what more a brand can ask for?
Kitkat Dancing Babies

How often do you see babies dancing to tunes? Kit Kat, the global brand, from the house of
Nestle has continued its brand communication “take a break” in this campaign. The earlier ads
had squirrels in 2010, birds in 2012 and finally dancing babies in 2013. The campaign was first
launched on digital platform YouTube to gauge the response. The ad crossed over a million
views on YouTube

What we can learn

TVCs with kids are

adorable and
generate public
interest very
quickly! The
concept added
more charm to the
brand and kept the
uniqueness alive.
Also, the ad was
first tested on
YouTube and then
released as a TVC.
It is astonishing to see that Nestle has not leveraged the success it received on YouTube to other
platforms.

The campaign was only promoted on YouTube to get the response to air it on television. More
could have done with this one. The same is the case with other brands of Nestle. The only one
that was fully leveraged is Nescafe Coffee #ItAllStarts on all cross platforms.
Nestle Coffee – #ItAllStarts

With this campaign Nestle reached its desired levels on the Buzz meter. The ad portrays the story
of a stammering standup comedian.

“Ek haklate hue comedian ki sabse badi taakat hoti hai ….. suspense”

The ad very nicely showcases two

things in the ad, the passion of the
artist and the kicks from the
coffee. Nestle first launched the ad
on Twitter and YouTube
exclusively for its followers.

The ad went viral on social media

and Nestle was quick enough to
leverage it with follow up ads like
these.

What we can learn

The best part about the ad was the story line. Though it was released on social media first , when
the ad got viral Nescafe launched follow up engagement campaigns in no time. As per industry
experts, this campaign resulted in highest sales for Nescafe in India.