MediAvataar's News Desk
Leo Burnett Unveils McDonald's 'Good Times' Campaign
Leo Burnett today unveiled the launch of the new McDonald’s Favourites brand campaign – ‘Good Times’. The campaign celebrates the role the brand plays in customer’s lives and brings to life the brand promise of Simple, Easy Enjoyment. ‘Good Times’ is about the little things that make your day easier. It’s about the reassuring feeling of familiarity a visit to McDonald’s gives its customers.
‘Lonely Hearts' tells the story of a first date between a young man and woman who gradually realise that, despite their best intentions, they're just not very compatible. From an awkward moment in an art gallery to an even more awkward moment in a bowling alley, John and Emma never seem to click, so at the end of the night they politely say their goodbyes and go their separate ways. When John comes across the welcome sight of McDonald's on his way home though, it seems that there might be one last twist in the tale.
'Lonely Hearts' is airing in both 60" and 40" formats.
The TV ad was written and art directed by Rob Tenconi and Mark Franklin, and directed by Sean Meehan at Bold. The Creative Directors were Matt Lee and Pete Heyes and Executive Creative Director was Justin Tindall.
Client - Alistair Macrow & Stephen Hill - McDonald’s UK
Creative Agency - Leo Burnett
Creative Team – Mark Franklin & Rob Tenconi
Creative Directors – Matt Lee & Pete Heyes
Executive Creative Director - Justin Tindall
Agency Producer – Lou Pegg
Media Agency - OMD
Planner (Media Agency) – Chloe Grainger
Director – Sean Meehan
Lighting Cameraman – Sean Meehan
Production Company - Bold
Production Company Producer – Dave Knox and Sam McGarry
Editor – Sam Gunn @ Whitehouse Post
Post-production - MPC
Post Producer – Daffyd Upsdell
Telecine – Jean Clement Soret
Flame – Marcus Moffat
Audio post-production - Wave
Sound Engineer – Tony Rapaccoili
Music Composition – MPM London
Exposure: National TV (60” and 40”); online (60” + 40”)
Gaana.com unveils India’s first episodic musical advertising campaign
Gaana.com sings the ‘Dil ka Gaana’ as it unveils a new love story
Launches India’s first episodic musical advertising campaign
“If music be the food of love, play on!” With these opening words of Twelfth Night, Shakespeare captured an essential bond between two things which human can never do without. The co-relation between music and love has long been established and Gaana.com, India’s favorite music streaming service, has decided to re-establish the truth further.
After the grand success of its first musical campaign “Bas Bajna Chahiye Gaana”, Gaana.com is releasing a new musical advertising campaign “Dil Ka Gaana” that captures and follows a love story between two characters – Ayaan & Rhea.
Using a series of episodes capturing a musical journey of these two young delightful protagonists, Ayaan Khanna and Rhea Bajaj, Gaana will weave a romantic tale that leaves the viewer’s spellbound.
The campaign showcases India’s first musical episodic series capturing a modern day love story of two strangers coming together because of music.
The music has been composed by Amit Trivedi ,and sung by Ash King and Neeti Mohan.
Produced by Gaana productions, the trailer of the short film will hit the televisions on World Music Day, i.e 21st June 2015.
Speaking on this occasion, Pratik Mazumder, VP, Marketing Times Internet said “ We all know music connects people. Sometimes a moment of musical magic connects deeper and creates lifelong bonds. Gaana.com with its wide array of music content helps create moments of such magic.
Lowe Lintas Mumbai unveils a new campaign for ‘LAL HIT’
Following on with its brand messaging of ‘cockroaches spread diseases’, Lowe Lintas Mumbai has unveiled a new campaign for its product ‘LAL HIT’.
Taking a different approach this time around, the brand seeks to target women who depend on chalk and home remedies to solve the “roach” issue.
Women today, are extremely particular about their housekeeping etiquettes. There is a serious and conscious effort to make sure that their family is protected from disease. While they are aware that the presence of cockroaches at home is not a healthy sign, their belief is that their current solution, i.e., chalk, boric powder, etc. is good enough to keep cockroaches at bay and hence she has no reason to opt for a change. However, cockroaches have their own hideouts and these solutions are ineffective in killing these cockroaches that often cause various illnesses.
With this as the driving point, the new campaign gives the women a compelling reason for adopting ‘LAL HIT’, which with its unique seek-and-kill applicator reaches even the difficult and hard-to-reach corners and kills the hidden cockroaches.
This is what distinguishes ‘LAL HIT’ from other ineffective offerings. In fact to allow more people to experience the power of ‘LAL HIT’, Godrej HIT has introduced a small 125ml bottle that has been priced at Rs.59.
Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security. And her effort fails despite her trying her best.
Similar is the situation when she uses a chalk or home remedy solution to keep cockroaches at bay. These solutions do not eliminate hidden cockroaches which spread disease by contaminating food and wares in the kitchen.
The communication is simple and straight forward highlighting the fact that cockroaches spread diseases like food poisoning, diarrhea and dysentery. The key idea was to inform the mother on how solutions like chalks and home remedies are ineffective in killing hidden cockroaches and therefore put her family health at risk.
The creative line summarizes the key consumer benefit of Lal HIT ‘chupega to bhi nahin bachega’.”
Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realized that it’s not just the kid’s health and wellbeing that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the center of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her but her reliance on ineffective cockroach solutions.”
The campaign has just gone live and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, etc soon.
Client: Godrej Consumer Products
Brand: Godrej HIT
Client Team: Sunil Kataria/Ajay Dang/Chandan Kumar
Agency: Lowe Lintas Mumbai
Creative Team: Arun Iyer/Jaywant Dabholkar/Shishir Kapre/Mayank Yadav/Sarfaraz Siddiqui/Deepak Nare/Vinod Janardanan
Account Management: Shantanu Sapre/Danny Nathani/Sneha Nair/Shwetha Iyer
Planning: Rishabha Nayyar/Shipra Chinchankar
Creative WebMedia Unveils ContentMart
Creative WebMedia Pvt. Ltd. crosses yet another milestone as it celebrates the launch of its new product – ContentMart, an online platform for clients and professional writers to find each other.
While two of its automotive websites, namely, autoportal.com and bikeportal.in, have gained remarkable recognition, Creative WebMediabrings to market contentmart.in - a website solely for writers, and clients looking for content writing services.
Talking about the potential of the new product, Anton Rublevskyy, Managing Partner & CEO of Creative WebMedia, seemed to be very optimistic about the success of ContentMart. "Today with digital revolution and various form factors, content plays very vital role in educating or, building awareness tocustomers/business houses. It's a huge problem, to find out credible writers who are relevant for creating such content for your website or, application or, blog, you end up paying a huge fee to an agency for creating this” said Anton. “The problem doubles”, he further added, “when you require different flavours of the content from the same writer. Contentmart.In is built with a mission to solve the above problem, where it offers writers - with their area of expertise and recommendation, to write for you from any parts of India based on your acceptance criteria."
Sagar Das, the Creative WebMedia Business Head, further clarified how ContentMart stands out as a freelance job site."Contentmart has unique built in testing criteria to accept writers. There is huge demand of quality content because this is only mean for driving traffic and educating them before putting into the purchase funnel or some other goal. This is truly a nightmare for finding the relevant resources for producing content, verifying their authenticity, managing the payments. Contentmart.In completely helps you in that direction", said Sagar.
The user interface of ContentMart is potentially smart and quick. Its zeroed concentration on contentservicehas made it even more simple and user-friendly. The fund for each project is taken from client’s account and blocked with ContentMart, assuring writers of due payment for work. On the other hand, clients also enjoy financial security since the writer is paid only after approves the order.
The website has an engine to check content uniqueness at the time of content submission on part of the writer. Besides, each content provider has to pass a test to qualify as a registered ContentMart writer, which indicates that this portal will house a large pool of quality writers.
Net banking, credit/debit cards, wallets, etc. are the available methods for clients to refill their account balance on ContentMart. While the website is satisfactorily functional right from the kickstart, the founder mentions, “tests are still on, and we will be in a constant process of upgrading the website.”
For more details-
Creative WebMedia Pvt. Ltd.
#64, Ground Floor, Sector 44, Gurgaon, 122003, INDIA
Mobext and Shazam enter into a global partnership
Mobext, the mobile business pure player of Havas Group,and Mobile Network Group announce today the signing of a global partnership between Mobext, the largest mobile agency, and Shazam, one of the world’s most popular mobile apps.
The deal will provide clients around the world with direct access to best-in-class, innovative marketing technology solutions.
The agreement will provide Mobext with priority access to Shazam’s product roadmap, sharing and exchanging data forglobal retargeting and profiling. Shazam will provide Mobext with specific clusters created to deepen the understanding of mobile consumer behavior, as well as access to proprietary music prediction models. In addition, the agreement covers product training and sharing of best practices across all Mobext offices globally, with a particular focus in the US in the LATAM region. The partnership will be led by Mobile Network Group, Shazam’s long-term partner for over 5 years in France and Europe.
The global partnership grew out of several concrete examples of client success with Havas Group agencies:
• AXA – In order to increase awareness and increase application downloads, AXA pushed a TV campaign onto second screens with Shazam and earned 300 000 downloads of their application.
• CARREFOUR – To reposition TEXas a textile brand in the hearts of today’s consumers, Carrefour extended their TV campaign through Shazam music identification and drove approximately 300 000 interactions: a world record.
• PEUGEOT – With a TV spot, Shazam recognition and a mobile site, Peugeot launched its Peugeot 108 in an innovative way that delivered 145000 downloads.
Marco Rigon, Global Head of Mobext states:
“Mobext has been among the first agencies to truly understand the power of mobile to reinforce campaigns and build relationships via second screen solutions. We have been able to offer our clients marketing operations that create real business results time and time again.With this agreement with Shazam, we continue to gain momentum with new technologies,driving solutions that use data to amplify clients’ business.”
Rich Riley, CEO of Shazam adds:
“Shazam has positioned itself among the top 5 most downloaded and used applications globally. Through our agreement with Mobext and Havas Group, we are reinforcing our relations with a global communications actor who is able to lead the wave of data and understand the strong link between music consumers and global brands.”