Diwali is a time for homecomings, when families and friends come together to celebrate. But spare a thought for those who can’t make it home for Diwali. #DrivingSmiles

On Diwali day, Renault paid a visit to the FMS campus. The otherwise bustling campus was deserted, with just a handful of students still in the hostel. A host went around the campus handing out invitations to a surprise Diwali party. The students were given 10 minutes to get ready, before being ushered into a fleet of waiting Renault KWIDs and driven to a grand party arranged specially for them.

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Credits:
Client: Renault India
Creative agency: Law & Kenneth Saatchi & Saatchi
National Creative Director: Charles Victor
Executive Creative Director: Kartik Smetacek
Creative team: Srijith Nambiar, Thomas George, Sandeep Salunkhe
Sr. Vice President: Vivek Duggal
Account management: Shazia Shaikh, Kartik Nikam, Vaishali Upadhyay
Head of films: Vijay Kumar Vigamal
Directed By: Vishal Gupta
Production house: Colonial Films

This Campaign is related to:
Autos, Vehicles, Diwali, Renault, FMS campus, India’s top 5 Business schools, Renault KWID, Best Diwali Campaigns, Advertising, On ground Campaigns, Driving Smiles, Automotive ads, Law & Kenneth Saatchi & Saatchi, creative agency, Delhi University, #Renault #Diwali, Renault #DrivingSmiles, #Diwali2017, Colonial Films

Created by SoCheers Infotech – a full-fledged marketing agency, the ad aims to showcase a day’s life of a soldier – an unsung hero by portraying his hardships & sacrifices.
India, October 23, 2017: On the occasion of Diwali; Enerzal – India’s leading balanced energy drink has launched its new campaign saluting Soldiers who even at this auspicious occasion are protecting our country at the border- A responsibility taken out of passion and love.

Conceptualized by SoCheers, #ResponsibilityIsAPrivilege – the 1 min 08 sec ad film showcases a day’s journey in the life of a soldier to salute their passion and sacrifices for the love of its country & people. In different scenes, we take a sneak peek in their life which has been unseen by many. Through a deep-relatable voice over, the video conveys a message that hard work has no caste & blood possesses no religion; it is the sweat & blood that make these soldiers passionately attentive at the border.

What the ad wants you to take away is though sweat seems like a salty water, it is the passion of the soldier which sums up as a responsibility taken for the love of the country and its people; Enerzal salutes these soldiers by whom our country is at freedom. The video ends by two soldiers energizing themselves through Enerzal in order to keep going on their journey.

Commenting on the campaign Mr. Anang Mohan Basu, Marketing Head, Enerzal states “Enerzal is an ideal Hydration choice for broader everyday moments that need a ‘pick me up’ when we sweat, whether it’s getting through a task at work or in between household chores. For this project we were searching for stories where the SWEAT is unnoticed, but plays a vital role in making our life better. Then we came up with this story where our soldiers sweat daily, and often are overlooked. To give them our mark of respect, we came with this story #ResponsibilityIsAPrivilege.”

Speaking about the same, Mehul Gupta, Co-founder & Films Head of SoCheers Infotech, added, “When the concept was first discussed with us, we knew we have to keep it real. An extra effort was made to use some real voice overs instead of a professional one to communicate the sincerity and the excitement which actually lends emotions of the scene to sync with the character’s expressions; adding our national language Hindi as a narrative story-telling adds the emotional depth this story requires to bring out. We don’t expect the audience to sympathise with these characters but to celebrate them and salute their passion and sacrifice for the love of our country”.

About Enerzal:
Enerzal is India’s leading balanced Energy drink that binds by the belief – healthier India is a stronger India. Made in India, it aims to help people be energized with Enerzal be it at work, walking, driving or traveling. Enerzal offers instant and sustained energy along with vital salts which helps you recover faster, work longer and perform better. Drinking Enerzal before, during and after your day-to-day activities, helps you to maintain optimum energy levels at all times.

Enerzal had partnered with U Mumba for Star Sports Pro Kabbadi league2, Rohan Bopanna (Indian Tennis Star), Enerzal is hydration partner of major marathon events conducted across India.
Brand Website

About SoCheers:
SoCheers, a full-fledged marketing agency based out of Mumbai, servicing clients across segments since 2013. Founded by Mehul Gupta & Siddharth Devnani in their early twenties, SoCheers started off with 2 interns; today 4 years later, it employs 50+ people and services 105+ brands monthly. The company has grown to meet global requirements, helping brands across the globe to brand and market online.

SoCheers’s vision is to make a difference in how customers see brands and engage in whatever way possible and add to the society at large. SoCheers has worked across various industries and sectors such as banking, automotive, fashion, hospitality, F&B, technology, pharmaceuticals, retail, e-commerce, real estate, music &; entertainment, home appliances, consumer durables and human resources.
Brand Website

Credits-
Brand: Enerzal
Agency: SoCheers Infotech Pvt. Ltd
Agency Head: Mehul Gupta
Creative Director: Jitendra Hirawat
DOP: Krishna Banjan
Lyrics: Abhik Chatterjee
Music: Anand Bajpai
Director: Vishal Gupta
Producer: Pintu Mishra/Siddharth Shankar Shukla
Production House: Colonial Films

Watch More:
#HelpingTrueHeroes campaign salutes the undying spirit of India’s true heroes

This Article is related to:
Marketing agency, SoCheers, Colonial Films, #ResponsibilityIsAPrivilege, Energy drink, Enerzal, soldier, Diwali, Diwali Campaigns, Diwali Ads, Beverages, Creative Marketing, Health, ad film, Unsung Heroes

Pepperfry.com, India’s No.1 Furniture and Home marketplace have launched a new marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale” conceptualized by Law & Kenneth Saatchi & Saatchi.

The campaign has been built on the insight that – the festive season is when Indians shop to fulfill multiple aspirations. This is a period, wherein one shops not only for themselves but also to gift to loved ones, friends and colleagues. The underlying Diwali spirit is that of spreading warmth and joy and a frequent physical manifestation of the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like – durables and apparel, it also translates into the gifting that they do to their near and dear.

But these spending aspirations compete with each other and with obligations such as EMIs and Insurance payments etc. Pepperfry understands this situation that Indian consumers face in the period leading up to Diwali and has come up with the Happy Diwali Sale, which has been crafted to enable the consumer to buy furniture on Pepperfry while getting the maximum value for their money. The Happy Diwali Sale is supported with no-cost EMI and other wallet-friendly features like cash-backs.

Celebrate Diwali with up to 55% off on Furniture, Decor, Lamps, Furnishings & more only at
Happy Furniture To You!

The focus of the communication is on the aspirations that consumers have, for themselves and how they compete with other priorities. The Pepperfry Happy Diwali Sales helps them to fulfill their aspirations by providing value. This is embodied in the film as “iss Diwali ummeidon ko badhne dijiye”. (This Diwali Let your Aspirations Soar).

The campaign consists of two films which depict two different couples and narrates the story of their Diwali aspirations. One couple is portrayed by Rajkumar Rao and Patraleekha Paul & and the other by Mrunal Thakur and Gaurav Venkatesh. Each film brings out the competing priorities that the couple are faced with and shows how the Pepperfry Happy Diwali Sale helps them to get what they want this Diwali by providing good value.

The campaign will be promoted across a bouquet of English Entertainment, Movies, English Infotainment, and select Hindi HD/SD channels/properties. It will be supported by Outdoor and Radio in key cities. The total outlay for the campaign is Rs. 15 cr. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, Facebook.

Rahul Nangia, Jt.National Creative Director, Law & Kenneth Saatchi & Saatchi said, “While we had to talk about discounts for Diwali, we wanted to retain the flavour of what we’ve done for the brand historically”.

Commenting on the new campaign Kashyap Vadapalli – CMO Pepperfry, said, “Pepperfry is at the forefront of providing value to furniture consumers in India. The festive season is when our low prices are especially relevant to shoppers as they seek to fulfill their needs. These 30 days are also the key furniture buying period from a seasonality perspective and our sale and the campaign are targeted to provide us with a business-growth win.”

Credits-
Agency: Law & Kenneth Saatchi & Saatchi
Agency Website: http://lksaatchi.com/
Creative Team: Rahul Nangia, Sreekumar PV, Mayuresh Wagle, Amol Dahanukar, Pravin Margaj
Account Management: Debarjyo Nandi, Himali Shetye
Agency Producer: Vijay Vigamal
Production House: Elements
Director: Vivek Daschaudhary
Executive producer: Sandeep Singh Bedi & Sandeep Patil
Producer: Barkha Sawhney
Music: Amar Mangrulkar
DOP: Siddharth Diwan

The article related to:
Law & Kenneth Saatchi & Saatchi, Publicis Groupe, L&K, strategic communication, creative solutions, social media & SEO, branded content, web technology, brand building, shopper activation, film production, live creativity, digital solutions, media planning, Furniture, Decor, Lamps, Furnishings, Pepperfry, Diwali campaign, Diwali Sale, Pepperfry TVC, marketing campaign

The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali. Data supports this insight, typically almost a quarter of the annual sales in this category, at an industry level, happens in the festive season. The reason that consumers post-pone and concentrate their purchases in this manner is due to a (mis)perception that manufacturers and retails offer more ‘value’ during these periods. As mentioned above this perception does not hold true for Pepperfry, which has the ability to and does deliver great value through the year.

This “don’t wait for Diwali” campaign therefore addresses this consumer perception head-on and presents the Pepperfry “always available value” proposition as the solution.

This campaign comprises 2 creative executions which will be aired across television channels, multiplexes and digital media. The total outlay for the month long campaign is Rs 10 crore.

The films have been conceptualized by Land Kenneth Saatchi and Saatchi that convey the message using real-life situations that consumers’ face to persuade them to act now instead of waiting to buy things they really need.

Talking about the TV Commercial, Debarjyo Nandi, Senior Vice-President, Law and Kenneth Saatchi and Saatchi says, “We are looking to recreate the success of last year’s ‘Why wait for Diwali’ campaign which resulted in sustaining sales in the pre-Diwali lean period. With the euphoria around Diwali offers the larger population tends to postpone their shopping till Diwali with the hope of getting a better deal, even on things they really need and need them now. We hope to shift behaviour with Pepperfry’s all-year round value proposition.”

Commenting on the new campaign Kashyap Vadapalli, CMO, Pepperfry, said, “Through our experience we have observed that furniture purchases are similar to shopping for consumer durables where a sizeable amount of sale concentrated around Diwali season. We did a campaign last year at around the same time that had the same concept – of not putting off furniture purchases till Diwali – with a very different treatment. By re-iterating the same concept again this year in mass media we are aiming to build this into a ‘property’ that can create an additional ‘event’ for Pepperfry to drive engagement and sales.”

He added, “The campaign is well timed to capitalize on the occasion of 15th August which has become an important retail shopping event for consumers. So, purely from a consumer mind-set perspective, this is a good period to generate greater demand for Pepperfry furniture.”

Dad’s Chair

Missing Romance

Credits
Brand: Pepperfry.com
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Kartik Smetacek, Ipsita Ghosh, Amol Dahanukar
Account Management Team: Debarjyo Nandi, Siddharth Matalia, Mansi Shah
Account Planning: Srinivas Madala
Agency Films: Vijay Vigamal
Production House: Hundred Frames
Director: Rahul Nangia
Producer: Prashant Sampat, Shekhar Ravjiani
Executive Producer: Umesh H. Patel
DoP: Vasudeo Arun Rane
Music Director: Amartya Raut (Bobo)

Advertiser: Pepsi & Kurkure
Sourece: Pepsi India, Youtube Channel