Bachchon ki Shopping, Bachchon ka khel nahi, says Amitabh Bachchan in the new FirstCry Ad Campaign

Amitabh Bachchan to be seen in an all new avatar in the first ad campaign by the baby and kids space expert FirstCry.com

FirstCry.com, Asia’s largest baby and kids store, has today announced that Mr Amitabh Bachchan will be the face of the brand. Firstcry.com is already the leading baby and kids player with its online, mobile and 125+ offline store presence. With the campaign, the brand aims to accelerate the growth and take the brand to a much larger parent base.

Speaking about the campaign, Supam Maheshwari, CEO and founder of Firstcry.com said “Over the last 4 years we have built an omni-channel business model that serves the largest variety of baby and kids products in express time. It is now time for us to scale up the model by raising awareness of FirstCry.com and building a brand that parents love”.

The campaign, which has been conceptualized by Lowe Lintas Mumbai, works on the insight that parents feel great about having worked hard for their children, including shopping. The category is a high involvement category and FirstCry.com makes sure that parents have the best choices available both in types of products as well as numbers of products. On the one hand it means that parents are assured of finding the right product on Firstcry.com, but at the same time it makes ‘choosing one, not so easy’.

Vasudha Narayanan, Executive Creative Director at Lowe Lintas Mumbai, has this to say “Mr Bachchan has never played the role of an indulgent grandpa. And that’s why he is a perfect fit for FirstCry.com. The magic in the films comes from the silliness and love between a grandpa and his granddaughter. He finds it easier to take care of her than indulge her. Because he knows ‘bachchon ki shopping, bachchon ka khel nahin’.”

The campaign has a series of films which will have Mr. Bachchan in a never seen before avatar. The child-like fun that he had while shooting the films reflects in some of the most endearing grandfather-granddaughter moments. He is a perfect fit for the brand because he is known to be a doting grandfather, he has been a trendsetter in adopting social media and technology and, last but not the least, he brings credibility that comes with his stature.

Talking about the concept and the idea behind the ad campaign, Anuj Jain, Sr. Vice President, Marketing says, “FirstCry.com is a brand that opens up a world of possibilities beyond what Indian parents currently know, see and experience when it comes to baby and kids products. When it comes to indulging grandchildren, grandparents are miles ahead of anyone else. The need for this indulgence coupled with access to endless variety on FirstCry.com, mean Mr Bachchan keeps Firstcry.com, the ‘big store for little ones’, always handy on his mobile.”

Creative Credits

Agency: Lowe Lintas Mumbai

Creative: Vasudha Narayanan, Dasmeet Singh, Girish Mandalia

Account Management: Shantanu Sapre, Pooja Mehta, Rachna Takawale

Account Planning: Rishabha Nayyar, Abhinit Agarwal

Film Director:  Roshan Shetty

Production House: Roshan Shetty Productions

A first-of-its kind show that provides invaluable insights into the biggest deals in private equity and VC space.

On the back of a completely new look & feel of the channel, leadership numbers basis BARC and an all-new business & market programming line-up, Bloomberg TV India has always taken the lead in setting the pace by delivering cutting edge content that matters the most to its viewers. The channel is set to present an all-new show – Deal Street, a show that will decode some of India’s biggest corporate and financial deals.

Through the series, get invaluable insights into the business of deal-making, along with a ringside view of multimillion dollar deals for funding, mergers, acquisitions, buyouts and takeovers. Also, there will be a special focus on the future of India’s buzzing start-up ecosystem.

The half-hour special series will feature interviews with some of the most successful people in the industry. Industry stalwarts, who are placing some big bets on India, will discuss their deals and plans for the companies that they have bet on. In the initial weeks, the show will feature leaders like Sanjay Nayar, CEO - Kohlberg Kravis Roberts (KKR India); Deepak Gaur, MD - SAIF Partners; Avnish Bajaj, MD - Matrix India; Renuka Ramnath, Founder, MD & CEO - Multiples Alternate Asset Management Private Limited and Sanjeev Aggarwal, Senior Managing Director, Helion Venture Partners.

Commenting on the launch of the show, Mr. Alok Nair, Executive Vice-President and Business Head, Bloomberg TV India, said, “Our strategic approach has always been to provide hard-hitting news to help our viewers take informed decisions. Taking this into consideration, the show will bring together the most promising leaders from the private equity and VC community. The show will focus on what top investors look at when they back a business or an entrepreneur, and how they ensure that their investments will pay off. Mini Menon - one of the most respected Business & Markets journalists will be driving the show. Mini’s deep engagement with the PE & VC community will put this content in the right perspective & bring together the most crucial ecosystem alive, exclusively on Bloomberg TV India."

Starting 21st July, ‘Deal Street’ will be telecast every Tuesday at 8.30pm

Godrej HIT has been constantly working towards providing protection from pest related diseases. True to the brand philosophy of ‘Kill Pests Kill Diseases’, HIT has taken its role as an educator quite seriously.

For years, the brand has been talking about how malaria is a threat that needs to be taken seriously. In fact over the last couple of years it has extended its communication to include another serious disease caused by the mosquito - dengue. Pre-empting the increase in dengue cases across the country, the brand started the journey of educating people about the dangers that emanate from a bite by the dengue mosquito. Adding to these were the various initiatives that were undertaken by the government and NGOs that resulted in the Indian audiences being well-informed about the deadly disease.

However, despite the efforts that went in there wasn’t any significant drop in malaria and dengue cases that were reported across the country. HIT took up this challenge, and soon realized that more than 75 per cent of India is doing something about their mosquito problem, but it wasn’t good enough. Simply because, the real problem was hidden from them – hidden away in corners.

Mosquito studies have shown that they hide in dark corners inside homes. They rest in these corners staying safe from the various mosquito repellants. Armed with this new information, Godrej HIT and Lowe Lintas Mumbai have unveiled a new campaign to further educate people on this new finding. The campaign talks about how ‘ghar ke har kone mein hai danger’ as corners are the places where mosquitoes hide. Additionally, it reveals the most common hiding places in our homes – under beds and sofas, behind the curtains or cupboards etc. Being an aerosol, Kala HIT has the ability to reach the mosquitoes in their hide-outs and eliminate them.

Ajay Dang, Head Marketing - Home Care, Godrej Consumer Limited said, "Today consumers use various mosquito solutions to drive away mosquitoes, these solutions make consumers feel that their problem is completely solved but in reality mosquitoes keep hiding in the remote and difficult corners of our home, posing serious threat to their health and wellbeing.

Kala HIT has built consumer relevance by consistently driving the message, that even a single mosquito is dangerous as they spread deadly diseases like dengue & malaria. HIT can be used in addition to other mosquito repellent solutions to effectively control the mosquito menace.

Our homes are cluttered with the things that we keep acquiring. The Kala HIT campaign shows how this clutter has created several corners for dangerous mosquitoes to hide and strike at ease to spread disease. While all other mosquito repellent solutions fail to solve this problem, only Kala HIT with its aerosol action promises to effortlessly reach even the remotest & most difficult corners in our home and kill every single hidden mosquito because of its unique ability to reach deep into the corners and deliver instant drop dead action.”

Elaborating on creative approach, Arun Iyer, National creative Director, Lowe Lintas said, "The brief was very straightforward but the problem was very unique. The fact that mosquitoes hide in corners is something all of us have encountered in our lives, but it has never led to any change in our mosquito solution regime. We had to find a way to make people realize the importance of including the action of spraying in corners as a part of their evening mosquito routine. For this we borrowed from a pet peeve of all home-makers – the house helps always find ways to skim on their work, especially work that requires more effort on their part – like cleaning in the corners or below furniture. Thus, forcing the home-makers to keep a close eye on them. Our creative idea takes a dig at this very situation and leaves the audience with the key message of ‘Ghar ka har kona hai dangerous, isiliye Kala HIT.”

The campaign goes live from July 16th and will be played across major entertainment, news and sports channels in India. This campaign will be supported by activities on other online and offline media such as print, radio, digital, etc soon.

CREDITS:

Client: Godrej HIT

Client Team: SUNIL KATARIA /AJAY DANG/ CHANDAN KUMAR/ RISHABH BANSAL

Agency: LOWE LINTAS MUMBAI

Creative Team: ARUN IYER / SHISHIR KAPRE/ MAYANK YADAV/ SARFARAZ SIDDIQUI / DEEPAK NARE / VINOD JANARDANAN

Account Management: SHANTANU SAPRE/ DANNY NATHANI / SNEHA NAIR/ SHWETA IYER

Planning: RISHABHA NAYYAR / SHIPRA CHINCHANKAR

Production House: JAMIC FILMS

Director: NIKHIL RAO

A Campaign to Protect Those who do Good

India has the dubious distinction of being counted amongst those countries in the world with a very high incidence of road fatalities – 10% of the total deaths on account of road accidents occur here. Bystanders avoid coming forward to offer help to the victims, in fear of harassment and court hearings. Samaritans who save the victims’ lives often end up becoming victims themselves. Certain guidelines were issued by the Indian government on 13th May, 2015, under orders of the Supreme Court, for the protection of such individuals, yet no proper laws have been made as yet.

With an aim to create awareness and urge the government to implement a law towards helping Good Samaritans, CNN-IBN launches ‘Good Samaritans Law’ campaign. To be aired on 17th July 2015, the campaign will air stories of victims who died because they did not receive timely help along with good Samaritans who have been victims of harassment. The campaign will also look at laws in other countries and do a special story on the need for a similar law in India.

Participate in the ‘Good Samaritans Law’ campaign on 17th July, through the day, only on CNN-IBN.

Muvizz.com, an online venture to provide curated titles of CULT, CLASSIC and INDEPENDENT films, was launched recently to a global audience. Established by Abhayanand Singh, an ardent movie lover and a serial entrepreneur, the website is going to be a platform for content driven cinema. The platform aims to assist filmmakers at every level to gain global exposure and encourage diversity, creativity and innovation in the process. Bollywood actor, Manoj Bajpayee has lent his support as a mentor for Muvizz.com.

The current commercial scenario of distribution and exhibition network restricts many films which are rich in content but have lesser commercial elements. Hence, an alternative platform like Muvizz.com provides a solution and an opportunity that can make these films available to the masses or reach out to the right audience.

Muvizz.com offers a wide-range of films, where cinephiles can opt for a monthly subscription to avail unlimited access. Some exclusive films will also be available on a pay per view scheme, with an option to access it for 72 hours. With a wide array of films in its catalogue, the website also provides an easy access to regional cinema.

Abhayanand Singh, Founder & CEO of Muvizz.com said “With Muvizz.com, we are trying to make cinema accessible to our target audience, the ones who appreciate content-driven films. We will continuously build our library of films across languages and genres. We also plan to encourage new talents by backing them with funds and resources, so they can enrich the world with quality video content.”

Another driving force behind Muvizz.com is Piiyush Singh, the co-founder who heads the Indian operations of Muvizz.com. He comes with a media background with over 10 years of production experience and has produced over 500 hrs of content.

Muvizz.com is the ultimate platform for those who appreciate quality cinema. It also gives the community of cinephiles an avenue to share their thoughts after viewing a particular film. The website will have various supplementary features to help its audience understand a particular film in its full context. Since its launch, the website has been receiving great support and encouragement from film personalities like Shabana Azmi, Vishal Bharadwaj, Anurag Kashyap, Sudhir Mishra, Ketan Mehta, Tigmanshu Dhulia, Hansal Mehta, Nawazuddin, Rajkummar Rao, Nitin Kakkar, Sharib Hashmi amongst others.